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Harvard Business Review

How to Sell More

    Jesus Alberto Morin Guereromembuat kutipan5 bulan yang lalu
    If not, that’s a sign that you’re looking at the wrong trends. One critical way to identify the trends that matter to you is to ask yourself, how could this affect my customers
    Jesus Alberto Morin Guereromembuat kutipan5 bulan yang lalu
    One trick is to look back 10 quarters to see whether the data sets you’re monitoring now would have correctly predicted growth
    Jesus Alberto Morin Guereromembuat kutipan5 bulan yang lalu
    Here’s how the best trend hunters operate.
    Jesus Alberto Morin Guereromembuat kutipan5 bulan yang lalu
    the book Sales Growth systematically invested time, effort, and resources in figuring out where growth will come from next. Despite all the short-term pressures, the best are looking at least 10 quarters ahead. “In our international operations, we introduced a three-year sales planning process to get beyond the 90-day mentality of ‘How will I make my number this quarter?’” says William Teuber, Vice-Chairman of EMC.
    Jesus Alberto Morin Guereromembuat kutipan5 bulan yang lalu
    the best sales leaders are hunting for trends.
    Jesus Alberto Morin Guereromembuat kutipan5 bulan yang lalu
    Or as an advantaged player:

    You know you have the best solution for the client.
    Nevertheless, you have to undergo an extensive approval process because Procurement requires it.
    During that process, the buyer tells you that all competitors are the same or compares your price to an inferior competitor’s.
    The buyer threatens to put the order out to bid.
    Jesus Alberto Morin Guereromembuat kutipan5 bulan yang lalu
    It’s often hard to tell when a buyer is playing games with you, but here are a few signs that you’re being set up as a rabbit:

    You’re asked to bid on a type of work with which you have no prior experience.
    You’re invited late in the bid process, and have just a few days to respond.
    The buyer blocks or limits your access to the real decision maker, whoever that may be
    Jesus Alberto Morin Guereromembuat kutipan5 bulan yang lalu
    Third, phone calls aren’t returned. All these tactics are designed to rattle the advantaged player and get it to reduce the price
    Jesus Alberto Morin Guereromembuat kutipan5 bulan yang lalu
    The advantaged player is a different kind of victim. The advantaged player is the buyer’s preferred vendor, but you’d never know that from the way it’s treated.
    Jesus Alberto Morin Guereromembuat kutipan5 bulan yang lalu
    A partner at a large financial services firm in the U.S.—I’ll call him Bill Jenson—had been trying to do business with a domestic manufacturer that had a close relationship with one of his competitors. The potential customer’s VP of finance contacted Bill and asked him to prepare a proposal for a multimillion-dollar initiative. Bill and a team spent several months preparing the bid. It was a work of art, and the price was 30% below the competitor’s. But the competitor matched the price and won the business, an outcome that had been preordained. Throughout the process, Bill was never allowed to meet with the decision maker, the CFO. Bill’s effort was a waste of time for his firm.

    Este es un claro ejemplo de como pueden agarrar a un negocio de los huevos; ya no me gusta tu precio, lo rebajas o me busco otro; al que ya está con ellos no le queda de otra más que tener que adaptarse

    Jesus Alberto Morin Guereromembuat kutipan5 bulan yang lalu
    The rabbit is included in the bidding process for the sole purpose of driving down another vendor’s—the preferred vendor’s—price. Because the rabbit’s presence is essential to this tactic, the rabbit will be told that it has a very good chance of winning the business. Nothing could be further from the truth.
    Jesus Alberto Morin Guereromembuat kutipan5 bulan yang lalu
    pplier into one of two roles: the rabbit or the advantaged player. Each role requires its own sales strategy
    Jesus Alberto Morin Guereromembuat kutipan5 bulan yang lalu
    They’re spending millions trying to shift the selling focus to “understanding customer value.” But suppliers’ executives are missing an important fact about economic buyers: Most of them are playing poker with their suppliers.
    Jesus Alberto Morin Guereromembuat kutipan5 bulan yang lalu
    The economic buyer focuses on price and value, is brutal about the buying process, browbeats the supplier, and puts the salesperson through head games. That’s because Procurement’s goal is to get the lowest price, relationships be damned.
    Jesus Alberto Morin Guereromembuat kutipan5 bulan yang lalu
    include innovative problem solving; the ability to identify opportunities, the ability to work under pressure, and mental toughness and resilience.
    Jesus Alberto Morin Guereromembuat kutipan5 bulan yang lalu
    Cognitive skills and capabilities
    Jesus Alberto Morin Guereromembuat kutipan5 bulan yang lalu
    openness to change and adaptability, and influencing skills
    Jesus Alberto Morin Guereromembuat kutipan5 bulan yang lalu
    Managerial skills and capabilities
    Jesus Alberto Morin Guereromembuat kutipan5 bulan yang lalu
    high ethical standards and integrity (growing customer demands in relation to corporate social responsibility and ethics are changing selling behaviors),
    Jesus Alberto Morin Guereromembuat kutipan5 bulan yang lalu
    include the ability to manage multi-level, multifunctional relationships, to understand relational dynamics and to inspire trust. A
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