How to Lure Your Competitors'
Key Accounts and Make Them
Buy from You Instead?
如何引开你竞争对手的大客户并使
他们转而跟你购买？
Some Common Responses when We
Approach Prospective Customers
潜在客户的一般反应
• "Yes we are interested, but can it be
cheaper?"
"我们很感兴趣，
但是价格是不是可以再便宜一点？"
• "I already got a better price from
your competitor" "我已经从你的竞
争对手那里得到一个很好的价格了"
• "What you are offering is good, but
I'm quite happy with what I have
now" , etc. "你所提供的产品及服
务都很好，但是我很满意我现在的
供应商"
What are Unique Selling Propositions?
什么是“独特卖点”?
• "When it absolutely, positively has to be
there overnight!" (Federal Express) "
保证在隔天送到!"（联邦快递）
• "Pizza delivered in 30 minutes or it's
free." (Dominos Pizza)
"披萨会在30
分钟内送到，否则免费!"（达美乐披萨）
• "The milk chocolate melts in your mouth,
not in your hand" (M&M's)
"牛奶巧
克力不在你手中，而在在你的口中融化"
（M&M's）
It Is NOT Enough Just to Have a
Unique Selling Proposition
光靠 "独特卖点" 是不够的
What Do Customers Expect from Sales
People? 客户对销售员有什么期望？
• Be personally accountable for customers’ results
为客户的绩效承担个人责任
• Understand customers’ business
了解客户的商
务模式
• Proactively provide advice for customers
主动为
客户提出建议
• Suggest the right solutions that solve customers’
problems 提出能解决客户困惑的有效方案
• Be easily accessible
客户能随时联系上
• Be creative in responding to customers’ needs
能为客户的需求提出有创意的解决方法
Source: HR Chally
Winning Ways of Winning Sales
People 成功销售人员的制胜法则
• They ask questions regarding their customers
problems, implications and "what will happen if those
problems are solved" 他们针对顾客所面临的问题、
问题产生的影响以及“如果那些问题能够被解决会发
生什么？”来进行提问
• They are personally accountable for customers'
results and understand customers' businesses
他们会为客户所想达到的结果负责到底，并深入
了解客户的商务情况
• They reach to ALL people who can influence over
the outcome of the sale 他们会接触、联系所有会影
响销售结果的人士
Winning Ways of Winning Sales
People 成功销售人员的制胜法则
• They match their sales process with their
customers' buying process 他们会把注意力
放在顾客的采购步骤，并将自身的销售流程
配合客户的采购步骤
• They seek to build a relationship with no
agenda first, rather than aiming the
customers' pockets everytime 他们在初
期与客户建立关系的时侯不期待任何销售结
果，而是围绕顾客自身的情况开始谈话
• They create value by providing advice and
insights to the customer 他们以提出建议、
见解的方式创造价值，而不只是一个充当
“会说话的宣传手册”
知己知彼，百战不殆
Know Thyself and Thy Adversary,
A Hundred Battles Fought and Not
Imperil Any
Price vs. Value
价格 vs. 价值
What is the Value of Water?
水 值多少钱？
What do Your Customers Value?
你的客户会珍惜什么价值呢？
A Value is NOT a Real Value
UNLESS the Customer Wants It!
客户所不惜的就不是真正的价值
The R4 of the Customer's Experience
客户购买经历的R4
•
•
•
•
Reliability
可靠性
Relationship 交情与关系
Responsiveness 积极性
Resourcefulness 资源整合
The R4 of a Competitor's Key Account
竞争对手的大客户的R4
• Relationship
交情与关系
– Customer's procurement manager has a
strong relationship with your competitor 顾
客的采购经理和你的竞争对手即现任的提供
商有着密切的关系
– Competitor also sells at 15% below your
price 竞争对手的价格比你的价格还低15%
• Reliability
可靠性
– Competitor provides Reliable performance in
day-to-day operations
竞争对手在日常
的操作中能提供可靠的效益
– Safety may be compromised if there's an
accident
但是安全性可能在遇到意外时
会大打折扣
The R4 of a Competitor's Key Account
竞争对手的大客户的R4
• Responsiveness
积极性
– Competitor is Responsive when it comes to
maintenance and repairs
竞争对手
在提到维护和保修时他们能做出积极的反应
– But their sales people only drops by when
they are taking sales orders
但是他们
的销售人员只是在快要续单时才前来拜访
• Resourcefulness
出谋划策
– Customer has yet to upgrade since they deem
too expensive 客户针对升级其制造设备觉得太
昂贵了
– Competitor has yet to give a good response to
this issue
竞争对手还没有能对此提供一个
很好的回应
Your R4 in Response to Lure the
Customer 你所能够引诱客户的R4
• Resourcefulness 出谋划策
– Work out a way for the customer to implement their
upgrading in gradual steps, so that their upgrading
costs can be spread over time
给顾客制定出一个方
案来逐步的实现设备升级，让他们升级的成本在时间上
分摊开来
• Responsiveness 积极性
– Your sales engineers can visit the customer's end
users on-site to help end-users solve daily usage
problems
让你的销售工程师到现场给
使用者解决日常运作的所出现的问题
– Such problems and your suggested solutions can
then be documented and be presented to relevant
people in charge
这些问题以及你所建议的解
决方案可以记录下来并交给客户的相关负责人手上
Your R4 in Response to Lure the
Customer 你所能够引诱客户的R4
• Reliability 可靠性
– Your sales team's Responsiveness is going to
enhance the trust between you and the customer
你的销售团队的积极性会增强你和客户之间的信任
度
– They will be more convinced that they need better
Reliability in case of accidents 他们更能相信他们需
要更好的产品可靠性以应对意外和紧急情况的发生
• Relationship
交情与关系
– Leverage your Resourcefulness, Responsiveness
and Reliability to build winning Relationships 通过
你的出谋划策、积极态度以及可靠性增强你与客户
的各层关系与交情
The Influencers of Complex Sales
复杂销售情况的影响者
•
•
•
•
•
The Decision Maker 决策者
The Fault Finder 挑毛病者
The Gatekeeper 挡门者
The User 使用者
The Sherpa/ Guide 引路者
Exercise: Mapping Out Each
Influencer 练习：理出每个影响者
• Think of a deal you have previously won/ lost that
involves multiple decision making players
设想
你曾成功（或不成功）接单，而又需要多人决策的
客户
– How many people have you communicated with? 你跟
对方企业的多少人进行过沟通？
– What are their influence level from 0-10 从0-10的影响
程度
– Who are the Decision Maker, Fault Finder, Gatekeeper,
Users and Sherpas? 对方谁是决策者、挑毛病者、挡门
者、使用者及引导者？
– What were their official and personal motivations to buy
(or not to buy) from you? 他们跟你购买（或不跟你购买）
的在公、在私的动机是什么？
– What else do you feel you should have done? 你觉得你
哪方面该做的没做？
How do You Fare Against Your Main
Competitor? 你跟你竞争对手的区别
• Your Competitor's
R4:
– Reliability
可靠
性
– Relationship 交情
与关系
– Responsiveness
积极性
– Resourcefulness
资源整合
• Your R4:
– Reliability
可靠
性
– Relationship 交情
与关系
– Responsiveness
积极性
– Resourcefulness
资源整合
Customers DON'T Buy from People They
Like 客户不一定跟他们喜欢的人购买
They Buy from Whom They Trust
但他们会跟他们信赖的人购买
"What if I Want All You can Offer, and Still
Demand a Lower Price as well?"
“如果我想要你所有能够提供的服务，
但是仍然要求一个更低的价格？”
Fill Up Your Sales Pipeline!
装满你的销售管道
行千里而不劳者，行于无人之地也
If You can March 10,000 Miles and
NOT Feel Tired, You are
Undefeatable
Call Us: +86-21-62190021 or e-mail:
info@directions-consulting.com
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