高層營銷概述(PPT 53頁)

主要內容
High Touch Selling
目標Program Objectives
在高層營銷中，我們麵臨的困擾和問題Why are we here?
目標Agenda
誰是客戶內部的高層？Who is the HIGH and where?
高層的定義Who is the HIGH?
客戶金字塔The Org-Chart in target account
什麼是“預算邊界”？What’s the budget line?
進一步確認So, it means…
高層是什麼樣的人？Understanding the HIGH
高層麵臨的商業問題The Business dress of the HIGH
高層麵臨的個人問題The Personal Dress of the HIGH
高層客戶對成功的理解Win to the HIGH
戰略考慮Strategic
政治考慮Political / Personal
財務考慮Financial
內部考慮Internal / Management
馬斯洛需求層次理論The motivational Feature in Sales
你和你的客戶是什麼風格？What’s the style of you and your customers?
溝通風格－控製型The community style
溝通風格－倡導型The community style
溝通風格－分析型The community style
溝通風格－和善型The community style
你的客戶和著名人士…So,Who are they?
討論各自的典型客戶Practice
硬幣的兩麵Maybe, May not
高層客戶期望看到的結果The desired result in their office
高層的獨特之處What’s the difference with others?
高層的恐懼感What’s their weakness?
《追逐日光》Chasing Daylight
CEO人生中的六個圓圈6 rounds with CEO
領導力分析練習Practice
如何進行高層營銷？How to do High Touch Selling?
HIGH touch的基本困境：語言不通Different language
HIGH touch的溝通原則So, if you just talked about Siemens…
與高層交談 Conversations with the HIGH
溝通的基本方法Communications with the HIGH
價值陳述模板Value Proposition-Example
練習撰寫價值陳述案例Practice
HIGH touch的核心：知識交易Bartering Knowledge for Knowledge
你需要更多的知識So, You need more knowledge
決策流程Decision making and why it matters
現實是…The problem: nobody does it that way
人們是如何真實做決定的How people actually make decisions
接觸模式Coverage Model
管理競爭關係How to manage the relationship?
商業價值 Business Value
處世哲學Philosophy and Policy
定義客戶內部的關係主線Definition - Fundamental Lines
什麼時候啟動高層營銷？When to do HIGH touch selling?
兩個關鍵時刻2 key moments
成功的建議A Key to Success

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