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六个要素,帮你重新评估销售机会强度

解决方案销售圈 | 解决方案销售方法论发明人版权人 2020/06/25 13:43

译自SPI白皮书

SIX FACTORS FOR REASSESSING THE STRENGTH OF SALES OPPORTUNITIES

翻译: 雷艳 Lisa ,RSP中国区销售赋能顾问

校对编辑:李雅欣 Sandra ,SPI大中华区市场总监

新知图谱, 六个要素,帮你重新评估销售机会强度

雷艳 Lisa

华东师范大学国际人力资源管理硕士研究生,持有法国里昂商学院PGM证书。12年专业人力资源和销售管理领域工作经验,专注于为高科技、智能制造、专业服务等行业客户提供销售效能提升服务。

在2020年第一季度结束时,销售漏斗已经 逐渐恶化 ,即将完成的交易面临着土崩瓦解,客户的预算也降低了。

As the first quarter of 2020 ended, sales pipelines began to deteriorate. Deals that were on their way to closing began to fall apart. Customer budgets decreased.

这一剧变让许多销售人员不得不向客户反复重新确认销售事宜。而高效能的销售人员则是在积极地与客户重新评估销售事宜。

This upheaval is prompting many sales professionals to reaffirm the sale with the customer. The most effective sales professionals, however, are doing something different. They are reassessing the sale with the customer.

高效能的销售人员不是仅仅向客户重申产品或服务的有效性,而是在重新审视客户不断变化的需求,通过新形势下所产生的的销售机会进行评估,以此来 重新规划销售漏斗 。这样做需要考虑为客户的目标和挑战做出变化的相关要素。

Rather than merely restating the effectiveness of the product or service, they are reexamining the customer’s changing needs. They are redesigning their pipelines with opportunities that address these new circumstances. Doing so requires considering the factors underpinning changes to the customer’s goals and challenges.

在这里,我们列出了 六个要素 。这些要素在日常的商业环境中为销售人员提供了有效的参考,而在当今的严峻环境下,它们就变得更加重要。六要素的有效性依赖于销售人员 在不熟悉且更具挑战性的情况下以新方式应用解决问题的能力

Here, we list those six factors. While these factors serve the sales professional in a normal business setting, they have become even more important in our current environment. The effectiveness relies on the sales professional’s ability to apply the questions in a new way that addresses new and more challenging circumstances.

这些要素形成了一个可重复的框架,销售人员可以使用这个框架来重新审视他们销售漏斗中的潜在销售机会。 销售人员能够利用这一框架解决以下问题:

The factors represent a repeatable framework that sales professionals can use to revisit the opportunities in their pipeline. With these questions, sales professionals will be able to:

1. 判断销售机会在多大程度上为赢单做好了准备

Determine how well the opportunity is positioned for a win

2. 识别销售机会推进过程中的阻碍与差距

Identify any gaps preventing forward progress

3. 尽早掌握最重要的客户信息

Target the most important customer information early in the pursuit

这三种能力都服务于一个关键的目标: 将正确的技能集中于正确的销售机会上,从而使越来越多销售人员的努力产生结果。

These three capabilities all serve one key goal: to focus the right skills on the right sales opportunities so that more of the sales professional’s efforts yield results.

新知图谱, 六个要素,帮你重新评估销售机会强度


对客户而言,世界已经改变, 销售人员要以一种结构化的方法来理解客户的新世界。

A STRUCTURED APPROACH TO UNDERSTANDING THE CUSTOMER’S CHANGED WORLD

1. 痛苦 - Pain

很多销售机会产生于客户世界中的一个个痛点。 这种痛苦可能是错过的机会,难以适应行业变化,或者是正在出现的竞争威胁。虽然挑战的可能性是无穷无尽的,但他们都汇聚成三个基本需求: 赚钱,省钱或管理风险 。在今天已经变化的环境下, 销售人员需要重新确认他们对客户痛苦的理解 ,因为大多数人的痛苦已经改变了。例如,客户的目标可能已经从增加收入变成了保持收入。

Many sales opportunities arise from a pain point within the customer’s world. This pain can be a missed opportunity, difficulty navigating an industry change, or an emerging competitive threat. While the list of possible challenges is limitless, they all connect to one of three base needs: to earn more money, to save money, or to manage risk. In the changed environment of today, sales professionals need to reconfirm their understanding of the customer’s pain because it has changed for most. Goals like increasing revenue have become goals like preserve revenue.

如果不与客户重新讨论这个话题,销售人员就有可能向客户提供一个只能满足客户过去需求的价值主张,在某些情况下,还可能会交付过时的业务模型。销售人员必须和客户的利益相关者共同协作,从 定义客户所面临的核心挑战 这一步开始。

Without revisiting this topic with customers, the sales professional risks delivering a value proposition that addresses outdated needs and, in some cases, outdated business models. Sales professionals and stakeholders must work from a shared definition of the core challenge.

2. 权利 - Power

在这里,权力是指 客户方被授权做出购买决策的利益相关者 。销售人员需要确保他们正在接触这个群体,并以一种能与决策者产生共鸣的方式来定位解决方案。当遇到经济停滞或市场下行,这种方法会因预算缩减且购买权利集中于少数人手中而更具挑战。在这种情况下, 预算的权力往往会上升到组织架构的高层。 因此,销售人员必须寻找新的高层领导关系,发现谁可能没有参与最初的谈话。此外,当一些利益相关者计划暂停或取消现有交易时,销售人员可能需要克服这些反对意见。

Here, power refers to the stakeholders who are authorized to make a purchasing decision. Sales professionals need to ensure that they are accessing this group and positioning the solution in a way that resonates with the decision makers. This approach becomes more challenging in a stagnant or shrinking economy in which budgets decrease and purchasing power consolidates within a smaller number of individuals. In this setting, budget authority often moves up the organizational chart. Therefore, sales professionals must seek new relationships with leaders who may not have been part of the original conversation. Moreover, sales professionals may need to overcome objections to a new set of stakeholders seeking to pause or cancel existing deals.

销售人员可能无法依赖他们现有的联系人或在业务中已确定的支持者。这些人员对销售成功的影响可能较小,但却可以 作为引荐结识高层决策者的起点

The sales professional may not be able to depend on their existing contact or an established advocate within the customer’s business. These relationships may be less influential to the sale but can also serve as starting point for navigating the new decision hierarchy.

3. 构想 - Vision

大多数情况下,销售人员将需要 更改解决方案 以确保它符合客户当前面临的挑战。销售人员需要具备创造性,再次思考解决方案的构成以及交付方式。一个真正一致的解决方案必须是 差异化 的,定位于 满足客户的长期需求 。由于这个原因, 销售人员作为长期合作伙伴和协作者的角色很重要 ,客户可能在实施后还需要调整解决方案,因为他们面临的挑战还在变化。

In most cases, the sales professional will need to alter the solution to ensure that it aligns with the customer’s most current challenges. They may need to get creative and rethink the solution components and how they are delivered. A truly aligned solution must also be differentiated and positioned to meet the customer’s long-term needs. For this reason, the sales professional’s role as an ongoing partner and collaborator is important because the customer will likely need to adjust the solution as the nature of their challenge continues to change long after implementation.

最精干的销售专家不仅会跟踪客户当前的挑战—— 他们还帮助客户清楚地了解这些挑战。 这样做,销售人员就有了一个影响客户思考的宝贵机会。当企业在变化的经济环境中努力寻找自己的位置时,销售人员就有影响客户制定策略的机会。

The most sophisticated sales professionals do more than track the customer’s current challenges — they also help the customer gain clarity on what those challenges are. In doing so, the sales professional has a valuable opportunity to shape the customer’s thinking. As businesses struggle to find their place in a changed economy, sales professionals have a chance to influence the customer’s strategy.

4. 价值 - Value

客户比以往任何时候都更关注价值。 预算已经大幅减少,所有支出都需要经过投资回报率的彻底审查。因此,销售人员需要 将解决方案的价值体现在可度量的业务因素中 ,比如预期收益、毛利率或长期可节省的开支。解决方案的价值必须超越现状和客户正在考虑的其他竞争方案的价值。

Customers are focused on value more than ever. Budgets have thinned considerably, and all spending demands a thoroughly vetted ROI justification. As a result, sales professionals will need to place the value of the solution within the context of measurable business factors like expected revenue gain, gross margin, or long-term savings. The value of the solution must exceed that of the status quo and any competing solution the customer is considering.

锚定解决方案的价值可能需要销售人员提供有量化结果的案例。 量化价值是困难的,因为销售人员要能够将一些软性因素转换成数字,这种对很多人来说是一种挑战。从长期来看,销售人员还必须兑现自己的承诺,帮助客户实现可衡量结果。

Anchoring value might require the sales professional to offer case studies that share quantified outcomes. Articulating value is difficult because it challenges the sales professional to convert some soft factors into numerical figures that place a stake in the ground. Over the long term, sales professionals must deliver on a commitment grounded in unambiguous measurement.

5. 协作 - Collaborate

随着商业环境愈发动态化,销售人员与客户的协作需求也逐渐增加。客户在不断调整和适应。当全球商业增速放缓,他们在探索新的收入渠道。这是个迭代的过程。因此, 销售人员需要与利益相关者步调一致地开展工作。 长期业务方向上,他们还必须确保自己能够接触到项目所涉及的所有利益相关者。由于业务在不确定中探索前行,利益相关者群体可能会发生变化,甚至还会缩减。

Collaboration with the customer must increase as conditions become more dynamic. Customers are continuing to adjust and adapt. They are exploring new avenues for revenue as global business conditions slow. This process is iterative. Therefore, sales professionals need to work in lockstep with stakeholders. They must also ensure that they access all of the stakeholders who are involved in the long-term direction of the business. This group is likely to change and even contract as the business navigates uncertain terrain.

面对充满挑战的时局和新的解决方案,客户在评估购买时需要更多的 安全感 。要降低销售的风险,作为回应,销售人员需要 重点关注如何评估新的或已更改的解决方案的协作方式。

With challenging times and new solutions, customers might need more comfort when evaluating the purchase. In response, sales professionals need to mitigate risk with collaboration focused on how to evaluate a new or changed solution.

销售人员必须了解客户购买流程的后续步骤。 在这个阶段,销售人员应该开始查看达成销售的时间表。协作是衡量客户紧迫感和对参与解决方案承诺的机会。

Sales professionals must understand the customer’s next steps. At this stage, sales professionals should begin to look at a timeline for reaching the sale. Collaboration is an opportunity for gauging the customer’s sense of urgency and their commitment to engaging in a solution.

6. 迫切采取行动的原因 Compelling reason to act

除非客户有采取行动的迫切理由,否则无法进行销售。 当客户在紧张的商业环境中走到又一个十字路口,这种情况就更加明显。销售人员必须问问自己,客户是否有继续采取行动的高优先级的理由。年初迫在眉睫的事情可能到现在就不那么重要了。迫使利益相关者向前迈进的因素变得越来越严肃。这就是说, 解决方案必须产出更多的成果,为成果提供更多的确定性,还要更快地交付成果。

No sale can occur unless the customer has a compelling reason to act. This fact is even more evident as new hesitations surface in a strained business setting. Sales professionals must ask themselves if the customer has a high-priority reason to continue. What may have been compelling at the start of the year may now be low priority. The factors that compel a stakeholder to move forward have become elevated. That is, the solution must yield more results, offer more certainty with regard to outcomes, and deliver outcomes faster.

有时候,客户可能会找到不采取行动的有力理由。这时,销售人员需采用 解决异议模型 ,客观中立地理解异议,通过提问以确定异议背后的原因,最后以化解异议的方式来定位解决方案。

In some cases, the customer may in fact find compelling reasons to not act. In this situation, the sales professional will need to use an objection resolution model by neutrally acknowledging the objection, asking questions to determine the underlying cause of the objection, then finally positioning the solution in a way that addresses the objection.

新知图谱, 六个要素,帮你重新评估销售机会强度


用一个结构化的计划来保留销售漏斗中的销售机会

A STRUCTURED PLAN FOR PRESERVING PIPELINE OPPORTUNITIES

这些要素中的每一个都代表着销售的关键里程碑 。认识到这些关键要素是使销售人员能够用一个结构化的计划保留多数潜在销售机会来达成交易的方法,否则在如今的经济状况下,这些机会可能会处于危险之中。

Each of these factors represents a critical juncture in the sale. Recognizing these junctures is what enables the sales professional to approach the sale with a structured plan that preserves many of the pipeline opportunities that may otherwise be at risk due to the economic conditions of today.

销售人员可以采用更加结构化的方法, 通过设置0-5的数值来反映这六个要素的完成程度 。0表示没有进展,5表示成功。六个要素达成数值为销售成功提供了至关重要的可测量属性, 贝恩公司(Bain) 的一项研究表明, 指标驱动的计划“在持续的时间内将盈利能力提高了25%”。 指标驱动的举措也为这个不稳定和不确定的世界带来了亟需的稳定。

Sales professionals can bring even more structure by assigning a numerical value of 0-5 to reflect the degree to which they have satisfied each of the six areas. A zero indicates no movement, and a five indicates complete success. This scale offers a measurability that is critical for success, as seen by research from Bain indicating that metric-driven initiatives “increase profitability by as much as 25% over sustained periods.” Metric-driven initiatives also bring much-needed stability to an unstable and uncertain world.

作者简介 About the Author

新知图谱, 六个要素,帮你重新评估销售机会强度

Jimmy Touchstone

RSP产品研发专家

Jimmy拥有超过20年培训产品研发的经验,擅长运营专业知识来开发涵盖销售与销售管理最佳实践的培训课程。

In his 20+ years associated with product development, Jimmy applies subject matter expertise to develop curriculum across sales and sales management best practices.

了解更多 Solution Selling®解决方案销售以及Consultative Selling®顾问式销售 的相关信息,为销售团队规划销售培训 (面授/在线) 或销售咨询项目,欢迎 扫描下方二维码 填写信息,我们将安排服务过全球500强企业的资深行业专家为您 提供一次 免费咨询沟通

新知图谱, 六个要素,帮你重新评估销售机会强度

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特别提示

全球销售培训与绩效提升公司 Sales Performance International(SPI) Richardson 正式合并为 Richardson Sales Performance(RSP)

RICHARDSON AND SALES PERFORMANCE INTERNATIONAL HAVE JOINED FORCES TO BECOME THE GLOBAL LEADER IN SALES TRAINING AND PERFORMANCE IMPROVEMENT.

我们将继续致力于解决企业销售增长难题,驱动销售绩效增长。通过打造与买方采购流程一致的销售流程,确保贵公司的销售经理在销售管理过程中做出正确的决策,帮助销售团队在面对客户时做好充分的准备,与您一同踏上这段激动人心、全情投入,并能为您带来可验证的结果的销售绩效数字化赋能之旅。

We drive accelerated growth by simplifying and solving the sales-growth equation.  From ensuring your sales managers are executing the right activities to equipping your sales team to drive a buyer-aligned sales process with exceptional skills and strategies, we will guide your sales organization through a digitally-enabled performance journey that excites, engages and reveals results.

了解我们,亲身体验这种可能性 ——让贵公司的销售经理能够充分驱动销售团队,让你的客户看到贵公司的销售团队是如何为他们展示一条清晰的、通向卓越的路径。

Get to know us and experience what is possible – managers who know exactly how to drive growth from their teams, customers who see the difference in how your sales team shows up and a clear path to outperformance.


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