Major account sales strategy:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York [u.a.]
McGraw-Hill
1989
|
| Edition: | 1. print. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XV, 218 S. |
| ISBN: | 0070511144 |
Staff View
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| adam_text | Titel: Major account sales strategy
Autor: Rackham, Neil
Jahr: 1989
Contents
Preface xiii
1. How Customers Make Decisions 1
The Research Base 2
The Customer Decision Process 3
Why the Stages Matter 6
Account Strategy in the Recognition of Needs Phase 7
Account Strategy in the Evaluation of Options Phase 8
Account Strategy in the Resolution of Concems Phase 11
Account Strategy in the Implementation Phase 13
A Summary and a Look Forward 13
2. Account Entry Strategy: Getting to Where It Counts 15
The Purchasing Channel 16
Where s the Decision Maker? 17
Entry Strategy 18
The Three Focus Points of an Entry Strategy 19
The Focus of Receptivity 20
The Dangers of Receptivity 21
Moving from Receptivity to Dissatisfaction 22
The Acapuko Product Launch 24
Identifying the Focus of Dissatisfaction 24
Influencing the Focus of Dissatisfaction 26
Vi Contents
Moving to the Focus of Power 28
Selling at the Focus of Power 29
When the Focus of Power Changes 31
Developing Entry Strategies 32
How to Make Your Customers Need You: Strategies
for the Recognition of Needs Phase 35
Objectives for the Recognition of Needs Phase 36
Uncovering Dissatisfaction 37
Setting Your Objectives 39
Planning Your Questions 40
Asking Situation Questions 42
Asking Problem Questions 42
How Problems Are Developed 43
Selling to the Focus of Dissatisfaction 45
Gaining Access to the Decision Maker 45
Selling Indirectly to Decision Makers 47
Preparing Your Sponsor 47
Need-payoff Questions 49
The SPIN® Questioning Strategy 49
Influencing the Customer s Choice: Strategies
for the Evaluation of Options Phase 53
Recognizing the Evaluation of Options Phase 54
Objectives for the Evaluation of Options Phase 58
How People Make Choices 59
Identifying Differentiators 59
Establishing Relative Importance of Differentiators 61
Judging Alternatives Using Differentiators 62
How Decision Criteria Influence Sales Success 62
Some Points about Decision Criteria 65
Influencing Decision Criteria 68
Developing Criteria from Needs Uncovered Earlier in the Säle 70
Reinforcing Crucial Decision Criteria You Can Meet 71
Building Up Incidental Criteria Where You Are Strong 71
Reducing the Importance of Crucial Decision Criteria 72
Overtaking 72
Redefining 73
Trading-off 76
Creating Alternative Solutions 78
Contents vii
The Psychology of Handling Crucial Decision Criteria 79
Some Final Words on Decision Criteria 80
Summary 81
5. Differentiation and Vulnerability: More about
Competitive Strategy 83
The Concept of Differentiation 84
What s Unique about Micro-differentäation? 84
Hard and Soft Differentiators 87
Competitive Strategy with Hard Differentiators 88
Speeding Up the Decision Cycle 89
Tuming Soft Differentiators into Hard 92
The Expert Judge 92
Blurring Hard Differentiators 94
Using Differentiators in the Competitive Säle 95
Vulnerability 97
Vulnerability Analysis 97
What s a Competitor? 98
Strategies for Countering Vulnerability 101
Strategy 1: Change the Decision Criteria 101
Strategy 2: Increase Your Strength 102
Strategy 3: Diminish Your Competition 103
Two Successful Strategies for Talking about Competition 105
Raising Weaknesses Indirecdy 106
Exposing Generic Weaknesses, Not Specific Ones 106
Leaving the Evaluation of Options Phase 108
Overcomlng Final Fears: Strategies for the Resolution
of Concerns Phase 109
Resolving Concems in the Larger Säle 110
Bigger Decisions 111
More People 111
More Competitive 111
Longer Selling Cycle 111
More Implementation Issues 112
Risk in the Resolution of Concems Phase 112
Consequences: The Risks of Going Ahead 114
Objectives for the Resolution of Concerns Phase 114
What Causes Consequence Issues? 115
Recognition: The Essential First Step 118
Some Early Wartung Signals 119
viü Contents
Detecting Consequences Face-to-Face 120
Signs Which Suggest Consequences 121
Discrepancies: The Common Factor 122
How Do You Handle Consequences? 122
Some Basic Principles 123
The Three Deadly Sins of Handling Consequences 125
1. Minimizing 125
2. Prescribing 126
3. Pressuring 127
Handling Consequence Issues Successfully 130
And Finally ... 131
7. Sales Negotiation: How to Off er Concessions
and Agree to Terms 133
Why the Difference between Selling and Negotiating Is Important 134
The Key Rule: Negotiate Late 136
Negotiation: A Costly Way to Resolve Consequences 138
Showstoppers 140
The Right Time for Negotiation 142
Everybody Negotiates 142
Defining Negotiation 142
Studies of Expert Negotiators 144
Short-term versus Long-term 144
Focusing on Areas of Maximum Leverage 145
Establishing and Narrowing Ranges 148
Step 1: Set Your Upper and Lower Limits 149
Step 2: Refine Your Upper Limits 151
Step 3: Refine Your Lower Limits 152
Step 4: Negotiate within Your Narrowed Range 154
Planning and Using Questions 156
Plan Your Questions in Advance 161
Separating Understanding from Agreement 162
Rigorously Testing for Misunderstanding 162
Why Negotiations Go Sour 162
A Final Word on Negotiation 165
8. How to Ensure Continued Success: Implementation
and Account Maintenance Strategies 167
The Implementation Phase 168
1. The New Toy Stage 171
2. The Leaming Stage 173
3. The Effectiveness Stage 175
Contents ix
The Motivation Dip 175
Three Strategies for Handling the Motivation Dip 177
From Installation to Account Development 180
Why Is Account Development So Important? 180
Five Simple Strategies for Account Development 181
Strategy 1: Develop, Don t Maintain 181
Strategy 2: Document the Good News 182
Strategy 3: Generate Leads and References 182
Strategy 4: Reassess Your Understanding of Customer Needs 184
Strategy 5: Influence Future Decision Criteria 184
A Strategie Error to Avoid 184
A Last Word on Account Development 185
Anatomy of a Sales Strategy 187
February 15: The Product Launch 187
February 15: First Thoughts 188
February 22: Mistakes in a Small Account 188
February 23: Finding a Point of Entry 189
February 25: First Contact with the Account 189
March 1: Initial Entry Strategy 190
March 2: Initial Meeting 190
March 9: Entry Strategy-At the Focus of Receptivity 190
March 14: Slow Progress for Harry 191
March 23: Entry Strategy-Stuck at the Focus of Receptivity 191
March 25: Entry Strategy-Moving to the Focus of Dissatisfaction 192
March 30: Entry Strategy-Identifying Probable Dissatisfaction 193
April 13: The Recognition of Needs Phase 193
April 14: Recognition of Needs-Uncovering Dissatisfaction 193
April 15: Initial Costings 194
April 18: Hot Prospects Evaporate 195
April 22: Identifying the Focus of Power 195
April 25: Recognition of Needs Rehearsing the Sponsor 196
May 5: The Recognition of Needs Phase Ends 197
May 16: Entering the Evaluation of Options Phase 197
May 17: Bad News-and a Strategie Mistake 198
May 24: Decision Criterion Strategy 199
May 25: Initial Reply to the RFP 200
May 31: Success-Surviving the Initial Screening 200
June 7: Uncovering and Influencing Decision Criteria 200
June 8: Decision Criterion Analysis 201
June 9: Understanding the Competition 202
June 10: A Competitor Is Eliminated 203
Contents
June 14: Presenting the Fit to the Committee 204
June 16: Pressure to Negotiate 206
June 17: An Ominous Sign 206
June 21: Danger Signal 206
June 22: Hints That Consequence Issues Exist 207
June 23: The Resolution of Concerns Phase 207
June 25: Strategie Decisions to Resolve Consequences 208
June 28: Handling Consequences 208
June 29: The Consequence Issue Is Resolved 209
June 30: More Pressure to Negotiate Price 210
July 1: The Competitor Responds 210
July 5: Uncertainty in the Negotiation 211
July 12: Success at Last 211
Index 213
|
| adam_txt |
Titel: Major account sales strategy
Autor: Rackham, Neil
Jahr: 1989
Contents
Preface xiii
1. How Customers Make Decisions 1
The Research Base 2
The Customer Decision Process 3
Why the Stages Matter 6
Account Strategy in the Recognition of Needs Phase 7
Account Strategy in the Evaluation of Options Phase 8
Account Strategy in the Resolution of Concems Phase 11
Account Strategy in the Implementation Phase 13
A Summary and a Look Forward 13
2. Account Entry Strategy: Getting to Where It Counts 15
The Purchasing Channel 16
Where's the Decision Maker? 17
Entry Strategy 18
The Three Focus Points of an Entry Strategy 19
The Focus of Receptivity 20
The Dangers of Receptivity 21
Moving from Receptivity to Dissatisfaction 22
The Acapuko Product Launch 24
Identifying the Focus of Dissatisfaction 24
Influencing the Focus of Dissatisfaction 26
Vi Contents
Moving to the Focus of Power 28
Selling at the Focus of Power 29
When the Focus of Power Changes 31
Developing Entry Strategies 32
How to Make Your Customers Need You: Strategies
for the Recognition of Needs Phase 35
Objectives for the Recognition of Needs Phase 36
Uncovering Dissatisfaction 37
Setting Your Objectives 39
Planning Your Questions 40
Asking Situation Questions 42
Asking Problem Questions 42
How Problems Are Developed 43
Selling to the Focus of Dissatisfaction 45
Gaining Access to the Decision Maker 45
Selling Indirectly to Decision Makers 47
Preparing Your Sponsor 47
Need-payoff Questions 49
The SPIN® Questioning Strategy 49
Influencing the Customer's Choice: Strategies
for the Evaluation of Options Phase 53
Recognizing the Evaluation of Options Phase 54
Objectives for the Evaluation of Options Phase 58
How People Make Choices 59
Identifying Differentiators 59
Establishing Relative Importance of Differentiators 61
Judging Alternatives Using Differentiators 62
How Decision Criteria Influence Sales Success 62
Some Points about Decision Criteria 65
Influencing Decision Criteria 68
Developing Criteria from Needs Uncovered Earlier in the Säle 70
Reinforcing Crucial Decision Criteria You Can Meet 71
Building Up Incidental Criteria Where You Are Strong 71
Reducing the Importance of Crucial Decision Criteria 72
Overtaking 72
Redefining 73
Trading-off 76
Creating Alternative Solutions 78
Contents vii
The Psychology of Handling Crucial Decision Criteria 79
Some Final Words on Decision Criteria 80
Summary 81
5. Differentiation and Vulnerability: More about
Competitive Strategy 83
The Concept of Differentiation 84
What's Unique about Micro-differentäation? 84
"Hard" and "Soft" Differentiators 87
Competitive Strategy with "Hard" Differentiators 88
Speeding Up the Decision Cycle 89
Tuming "Soft" Differentiators into "Hard" 92
The Expert Judge 92
Blurring "Hard" Differentiators 94
Using Differentiators in the Competitive Säle 95
Vulnerability 97
Vulnerability Analysis 97
What's a Competitor? 98
Strategies for Countering Vulnerability 101
Strategy 1: Change the Decision Criteria 101
Strategy 2: Increase Your Strength 102
Strategy 3: Diminish Your Competition 103
Two Successful Strategies for Talking about Competition 105
Raising Weaknesses Indirecdy 106
Exposing Generic Weaknesses, Not Specific Ones 106
Leaving the Evaluation of Options Phase 108
Overcomlng Final Fears: Strategies for the Resolution
of Concerns Phase 109
Resolving Concems in the Larger Säle 110
Bigger Decisions 111
More People 111
More Competitive 111
Longer Selling Cycle 111
More Implementation Issues 112
Risk in the Resolution of Concems Phase 112
Consequences: The Risks of Going Ahead 114
Objectives for the Resolution of Concerns Phase 114
What Causes Consequence Issues? 115
Recognition: The Essential First Step 118
Some Early Wartung Signals 119
viü Contents
Detecting Consequences Face-to-Face 120
Signs Which Suggest Consequences 121
Discrepancies: The Common Factor 122
How Do You Handle Consequences? 122
Some Basic Principles 123
The Three Deadly Sins of Handling Consequences 125
1. Minimizing 125
2. Prescribing 126
3. Pressuring 127
Handling Consequence Issues Successfully 130
And Finally . 131
7. Sales Negotiation: How to Off er Concessions
and Agree to Terms 133
Why the Difference between Selling and Negotiating Is Important 134
The Key Rule: Negotiate Late 136
Negotiation: A Costly Way to Resolve Consequences 138
Showstoppers 140
The Right Time for Negotiation 142
Everybody Negotiates 142
Defining Negotiation 142
Studies of Expert Negotiators 144
Short-term versus Long-term 144
Focusing on Areas of Maximum Leverage 145
Establishing and Narrowing Ranges 148
Step 1: Set Your Upper and Lower Limits 149
Step 2: Refine Your Upper Limits 151
Step 3: Refine Your Lower Limits 152
Step 4: Negotiate within Your Narrowed Range 154
Planning and Using Questions 156
Plan Your Questions in Advance 161
Separating Understanding from Agreement 162
Rigorously Testing for Misunderstanding 162
Why Negotiations Go Sour 162
A Final Word on Negotiation 165
8. How to Ensure Continued Success: Implementation
and Account Maintenance Strategies 167
The Implementation Phase 168
1. The "New Toy" Stage 171
2. The Leaming Stage 173
3. The Effectiveness Stage 175
Contents ix
The Motivation Dip 175
Three Strategies for Handling the Motivation Dip 177
From Installation to Account Development 180
Why Is Account Development So Important? 180
Five Simple Strategies for Account Development 181
Strategy 1: Develop, Don't Maintain 181
Strategy 2: Document the Good News 182
Strategy 3: Generate Leads and References 182
Strategy 4: Reassess Your Understanding of Customer Needs 184
Strategy 5: Influence Future Decision Criteria 184
A Strategie Error to Avoid 184
A Last Word on Account Development 185
Anatomy of a Sales Strategy 187
February 15: The Product Launch 187
February 15: First Thoughts 188
February 22: Mistakes in a Small Account 188
February 23: Finding a Point of Entry 189
February 25: First Contact with the Account 189
March 1: Initial Entry Strategy 190
March 2: Initial Meeting 190
March 9: Entry Strategy-At the Focus of Receptivity 190
March 14: Slow Progress for Harry 191
March 23: Entry Strategy-Stuck at the Focus of Receptivity 191
March 25: Entry Strategy-Moving to the Focus of Dissatisfaction 192
March 30: Entry Strategy-Identifying Probable Dissatisfaction 193
April 13: The Recognition of Needs Phase 193
April 14: Recognition of Needs-Uncovering Dissatisfaction 193
April 15: Initial Costings 194
April 18: Hot Prospects Evaporate 195
April 22: Identifying the Focus of Power 195
April 25: Recognition of Needs Rehearsing the Sponsor 196
May 5: The Recognition of Needs Phase Ends 197
May 16: Entering the Evaluation of Options Phase 197
May 17: Bad News-and a Strategie Mistake 198
May 24: Decision Criterion Strategy 199
May 25: Initial Reply to the RFP 200
May 31: Success-Surviving the Initial Screening 200
June 7: Uncovering and Influencing Decision Criteria 200
June 8: Decision Criterion Analysis 201
June 9: Understanding the Competition 202
June 10: A Competitor Is Eliminated 203
Contents
June 14: Presenting the Fit to the Committee 204
June 16: Pressure to Negotiate 206
June 17: An Ominous Sign 206
June 21: Danger Signal 206
June 22: Hints That Consequence Issues Exist 207
June 23: The Resolution of Concerns Phase 207
June 25: Strategie Decisions to Resolve Consequences 208
June 28: Handling Consequences 208
June 29: The Consequence Issue Is Resolved 209
June 30: More Pressure to Negotiate Price 210
July 1: The Competitor Responds 210
July 5: Uncertainty in the Negotiation 211
July 12: Success at Last 211
Index 213 |
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| index_date | 2024-07-02T16:04:33Z |
| indexdate | 2024-07-09T20:46:58Z |
| institution | BVB |
| isbn | 0070511144 |
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| spelling | Rackham, Neil Verfasser aut Major account sales strategy Neil Rackham 1. print. New York [u.a.] McGraw-Hill 1989 XV, 218 S. txt rdacontent n rdamedia nc rdacarrier Ventes - Gestion Sales management Sales-promotion (DE-588)4076968-9 gnd rswk-swf Verkaufstechnik (DE-588)4129047-1 gnd rswk-swf Sales-promotion (DE-588)4076968-9 s DE-604 Verkaufstechnik (DE-588)4129047-1 s HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015114217&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Rackham, Neil Major account sales strategy Ventes - Gestion Sales management Sales-promotion (DE-588)4076968-9 gnd Verkaufstechnik (DE-588)4129047-1 gnd |
| subject_GND | (DE-588)4076968-9 (DE-588)4129047-1 |
| title | Major account sales strategy |
| title_auth | Major account sales strategy |
| title_exact_search | Major account sales strategy |
| title_exact_search_txtP | Major account sales strategy |
| title_full | Major account sales strategy Neil Rackham |
| title_fullStr | Major account sales strategy Neil Rackham |
| title_full_unstemmed | Major account sales strategy Neil Rackham |
| title_short | Major account sales strategy |
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