1、销售技巧培训,Russell Wu,“当你发现超级销售人员在做的工作时,他们都在做同样这些细小的事情,这是很不可思议但确实是真的!”,Agenda,9:30 10:50am 三部销售法 11:10 12:30pm 确认 & 锁定销售机会 2:00 3:20pm 产生需求 3:40 5:00pm 战略销售,Background,Marketing vs. Selling - Whats the Difference?,Marketing Trying to craft a specific message that reaches a broad audienceSelling Trying t
2、o persuade an individual person, company, partner, etc. to take specific action on a specific proposalThere is no key to selling it is a “combination lock“,Application Deployment Companies continue to expand their use of the Internet to deploy their information Streaming services, internal/proprieta
3、ry applications, wireless, customer service, e-commerce, etc. Complexity of applications continues to growExpectations Service-levels demands continue to grow Applications must be fast and always available Applications must be delivered securelyMeasurable Return on Investment Increasing revenue oppo
4、rtunities Significant cost saving opportunities Protection of on-line image and brand,Background,Background,$ 销售额,Goal =,“Qualifying“ and Closing real opportunities is critical to sales success in todays economy,Discovery QuestionsHigh-Level MessageTechnical DetailsMust follow this exact sequenceReq
5、uires patience/discipline from salespersonPresales Engineer can be very valuable partnerSalesperson must be an expert at first two itemsAllow each topic to take as long as necessary,Presentation Basics,discovery finding out or ascertaining something previously unknown,questions expression of inquiry
6、 that invites or calls for a reply,Discovery Questions request for information from a prospect so that we might determine if and how we can help him,Discovery Questions,Understand the business and its goalsDetermine customer needs and F5 technology fitDetermine key players and rolesEstablish decisio
7、n criteria,Discovery Questions,What is the business value of this project?Can you tell me about your Internet strategy?Who are your clients?Which services are mission critical? Why?How will you measure the benefits? Has funding been approved for the project?,Understand the Business,Have you consider
8、ed traffic management solutions?How would you ideally like to determine health and availability?Are you using SSL?What are your security concerns?What enterprise applications do you run?How would you ideally deliver content?,Determine Customer Needs,What are your individual roles?Can you help me bui
9、ld an organization chart? Who has to provide budget approval for this project? What is your timetable to implement?So if I understand things correctly.,Determine Key Players,Make a thorough list of all possible criteria Suggest things that you know are important What else might be important? What el
10、se?Help me understand what you mean by these What does high-availability mean to you? Easy to manage, what do you mean by that?Prioritize Can you help me rank these criteria in importance?,Decision Criteria,Expanding, Specifying and Prioritizing enables:The customer to create a more ideal solution f
11、or his companyYou to eliminate objections and competition before they arise,Decision Criteria,General Time GuidelinesExecutive TechnicalDiscovery 5-30 minutes 20-60 minutesOverview 20-60 minutes 5-20 minutesTechnical Details N/A As long as it takes,Presentation Basics,“Deliver content and applicatio
12、ns according to your business priorities, no matter the circumstances“,High Level Message,Companies Have a Tremendous Amount of InformationAccounting/FinanceCustomer ServiceEmailERPExtranetFTPHuman ResourcesIntranetSalesWebsite,High Level Message,Companies Wantto Share Certain Information withCustom
13、ersEmployeesGeneral PublicPartnersVendors,High Level Message,As You Deliver Applications, “What Ifs“? Must Be ConsideredAvailability concerns What if a server, cache, link or facility goes down?Locations and Time Where are our people coming from and when? Access methods How are they accessing our in
14、formation?Priority levels Are “Gold“ customers receiving priority service?Language differences Can they understand our information?Security policies Are we protecting confidential information?Performance How can we deliver the information faster?A variety of circumstances can affect how you deliver
15、your applications,Challenges,Ideally, Content is Delivered Appropriately No Matter What Happens IF THEN,A server, database, cache or data center is unavailableVIP customers are getting slow service, getting unhappyPeople accessing via cell phones need thinner contentServers are underutilized during
16、particular periods of the day Customers know require content in English, French and German,People are redirected around the unavailable componentPrioritize users according to their value to the companyGuide them only to locations with thin contentUse fewer servers during slow periods, and more as ne
17、ededDirect users to content in the language they desire,People Want StuffCustomersEmployeesPartnersVendors,Company StuffAccounting/FinanceCustomer ServiceERPHuman ResourcesSalesEmailFTPWebsiteIntranetExtranetInternet,F5 NetworksEnsures that stuff is availableAssuming availability, delivers stuff as
18、fast as possibleEnables the company to deliver its stuff based upon its business priorities,ComplicationsAvailability concernsMultiple locationsVariety of access methodsDiffering priority levelsLanguage differencesSecurity policies,Summary,A thorough discovery process is criticalGood discovery requi
19、res great patienceExpanding the decision criteria helps the customer and youYou can gauge sales success probability early onSelling requires the right combination for each customerWhat is your single takeaway from this session?,Break,What is F5s Approximate Global Market Share?What is F5s Average Cl
20、osing Percentage? F5 would grow dramatically by increased invitation to more opportunities.,Identify Opportunities,# of Customers,If you hear any of the following terms,High AvailabilityLoad BalancingContent SwitchingLayer 7 SSL Acceleration,100% UptimeE-CommerceScalabilitySticky connectionsPersiste
21、nce,Mission CriticalFault tolerancePerformanceContent accelerationRedundancy,Youve found a prospect!,Identify Opportunities,Identifying Opportunities,Multiple Entry Points to the Enterprise,What are the primary functions for each group?,SEC financial reports due,Purchase or build complex software,Bu
22、ild infrastructure to support,Applications Are Usually The Lead Group,Identifying Opportunities,What does the Organization Chart usually look like? Who should we call upon? When should we call upon particular groups?,Identifying Opportunities,What are the F5 motivators for the Network group? What in
23、 the F5 message might turn someone off? What are their biases?,Identifying Opportunities,What are the F5 motivators for the Systems group? What in the F5 message might turn them off? What are their biases?,Identifying Opportunities,What are the F5 motivators for the Applications group? What in the F
24、5 message might turn them off? What are their biases?,Identifying Opportunities,Why is closing sales so difficult?,Closing Opportunities,Closing Opportunities,Closing Percentage,Answering Objections,Whoever brings up an objection first winsKey Anticipate possible objections in advance. Address them
25、before your customer raises them.,Answering Objections,Tactics for “In Advance”,Understand “Why” someone has a particular concernAsk and listen more during Discovery questionsAnticipate commonly raised issuesRecognize that there are rarely unique issuesRaise the concern before the customer does key
26、time is while establishing decision criteria Demonstrate your confidence,Answering Objections,Budget CutsThere is nothing you can do about thisPriority determine as early as possibleFear of FailureLack information not convinced that they should buyLack confidence have made too many mistakes in the p
27、astPersonal insecurity “if this doesnt work.my job is on the line”,Procrastination Understand Why,Answering Objections,Procrastination In Advance,“What is motivating your purchase decision?”“What happens if you dont implement a solution? Describe the problems associated with doing nothing.”“How are
28、projects being funded, capital expense or operating budget? Is this project funded?”“Ive seen a number of companies delay projects. How likely is that to occur in your situation?”“What are the benefits of taking action relative to the risks of delaying implementation?”,Answering Objections,Convenien
29、ceFamiliarity with their other productsDoes not require management approvalPersonal security (or insecurity)Testing your confidenceAre you really that good?How do you handle pressure?,Cisco Understand Why,Answering Objections,Cisco In Advance,“Have you researched the Cisco products?”“It seems like y
30、ou are a Cisco shop, how important is that when considering traffic and content management?”“If all things were equal, I can see why youd want Cisco. F5 and Cisco are like apples and oranges.”“Has your company ever bought Cisco even when youve decided another vendor provided a better product?”“How i
31、mportant is Cisco to your management?”,Answering Objections,Fun and/or It is the Persons JobGood buyers always seek a lower priceOften negotiate with losing vendor firstTrying to save moneyThey know that vendors are under pressure They have limited resources,Price Understand Why,Answering Objections
32、,Price In Advance,“What is your budget for this project?”“What Return on Investment does your company require?”“Of all your decision criteria, how do you prioritize them?”“What are the costs associated with each of your alternatives?”“Where does price fit within your decision criteria?”“Id like to h
33、elp you compare alternatives on price and cost lets make sure that we compare apples to apples”,Perceived risk associated with a small companyMarket volatility has created many casualties, both companies and individual portfoliosLayoff announcements weeklyWant a business partner that will “be there”
34、,Answering Objections,F5 Viability Understand Why,Answering Objections,F5 Viability In Advance,“Let me describe a few customers that are very similar to you. These companies are really concerned about choosing a solid partner, and they chose F5 because”“I love working at F5 were doing very well. In
35、spite of the market turmoil, there is tremendous excitement at our company”“F5 is cash-flow positive today, and we have tremendous cause for optimism. iControl is gaining wide adoption by companies like Microsoft, Oracle and others. Our blade server initiative has created synergies with Dell, HP and
36、 Compaq, and leaders such as Dell, Nokia and Enterasys have OEMd our technology. F5 is well positioned to succeed in the next five years.”,Answering Objections,Youre products are not fast enoughI dont need all those features my needs are much simpler than thatI want to buy direct, not through a rese
37、ller,Many Possible Objections,There are endless objections. They key to success: Understand Why and Answer in Advance.,Summary,Exposure to more opportunities guarantees more customersIT Departments usually have consistent groups, and you must tailor your message appropriately for eachApplication Gro
38、ups are usually most influentialClosing success is greatly influenced early onDeal with objections by addressing them in advanceWhat is your single takeaway from this session?,Lunch,Selling Time and PrioritizationExisting CustomersReaching High-Level ContactsTelephone Selling,Generating Demand,Four
39、Kinds of Selling Work,Potential fitIdentify namesStrategize,Prospect,Generate Appointments/ Opportunities,Cover the Bases,Close the Order,Possible needSeek entryCall, call, call,Definite needIdentify and meet requirementsBeat the competition,Meet needNegotiate priceGet the PO,Answering Objections,To
40、 be successful, you must do all four kinds of selling work,Priorities,ProspectGenerate AppointmentsCover the BasesClose the Order,Selling Time and Prioritization,To be successful, you must do all four kinds of selling work,Priorities,ProspectGenerate AppointmentsCover the BasesClose the Order,2341,S
41、elling Time and Prioritization,There is never enough selling timeYou must carefully prioritize your selling timeSelling priorities and time allocation are differentPrioritize by: Difficulty of work requiredCan someone else do this for me?Amount of revenue involvedPotential of accountYou must proacti
42、vely build prospecting and demand generation time into your schedule weekly!,Selling Time and Prioritization,What do vendors do well to generate repeat business?,Provide a high quality product or service Consistently meet or exceed expectationsActively seek new ways to offer us moreUnderstand the va
43、lue of followup and relationships,Existing Customers,On average, it costs 5 times more to acquire a new customer than to sell an existing oneWhy? Already knows you and your products Happy customers tend to buy more Credibility and relationship established Quicker and more convenient for the customer
44、 Numerous costs ($ and time) are eliminated,Existing Customers,Consider F5How are we doing?,What about your company?,Existing Customers,Provide a high quality product or service Consistently meet or exceed expectationsActively seek new ways to offer customers moreUnderstand the value of followup and
45、 relationships,Customer not aware of full product offering Salesperson doesnt appreciate the opportunity Lack of product knowledge and fit Not a strategic priority Other things pile up on your desk,What is the problem with generating repeat business?,Existing Customers,Formulate a StrategyMake repea
46、t business a priority Recognize the opportunityDetermine your “highest value” customersBuild a gameplan targeting those accounts,Existing Customers,Prioritize Your TimeSingle best use of your time after partnershipsYou must build long-term revenue streams and hit short-term quota objectives. Its bot
47、h!Not all customers are equal. Always treat customers fairly not equally.,Existing Customers,Determine High Value Customers80% of your revenue likely comes from 20% of your customersKnow who they are. Do you have a detailed customer list for your territory?Classify existing customers into A, B and C
48、,Existing Customers,What is the Annual Revenue Potential?A - More than $250,000 annuallyB - $100k - $250,000C - Likely less than $100k,Existing Customers,Build a Gameplan - FollowupDevelop the appropriate followup interval Must be individually tailored Can be email, should be by voice Leaving a mess
49、age is not enough Want to learn negatives as well as positives Get your Pre-Sales Consultants actively involved Use your management where appropriate,Existing Customers,Build a Gameplan - ReferralsAsk for internal referrals during discovery process Internal referrals are golden (84% usually will mee
50、t) Get external referrals as you build relationships If they like you, theyll give you referrals Understand apprehension & proactively overcome Everyone must build referrals into the sales process! Someone you know knows someone at every account. Pre-Sales Consultants are extremely useful they are non-threatening.,
