The soul of the book is Song Hanqing, the pre-sales manager of Tongqing Company. Participated in the pre-sales work of two cases in Sichuan and Zhejiang. Let's start with the Sichuan case. The case in Sichuan is full of luck. The sales director of competitor Chaoteng Lurang has occupied Sichuan for a long time, and he has an extraordinary relationship with Niu Li, vice president of Sichuan Zhongbang. It's really hard to get a piece of the celebration, but it's still hard to fight for it. Through the bridge between Tongqing and Sichuan sales manager Wen Zhicheng, Song Hanqing was able to get in touch with Xiao Shanmao in the decision-making chain of Sichuan Zhongbang and obtain demand. He found that the concept of the project in Xiao's mind was not mature, which meant that the customer didn't know it very well, so he had the opportunity to cultivate and influence it before selling. Experienced Song Hanqing knows that if the customer has a strong desire for goals from the beginning, but is vague about the demand, he should not get to the bottom of it at this time, because at this time he gets immature opinions from the customer, and the immature opinions in repeated discussions become fixed opinions.
After obtaining the demand, Song Hanqing determined the bidding strategy: (1) deeply capture the customer's demand and master the demand; (2) Conquer customers with professionalism and win their trust. Song Hanqing, who was well prepared, knew that the customer's needs were not clear, so he didn't use PPT to talk to himself, but used an oil pen and whiteboard to communicate with the customer while drawing. This kind of interaction is easy for everyone to accept and can also tap the needs. This is an experienced pre-sale and the best way to combine the actual use of customers. Later, it also proved to be very effective. A competitor's customer insider told Chao Teng that Song Hanqing could talk, took an oil painting all over the place, and cheated Director Xu and his customers.
As for pre-sales speech, Song Hanqing's two insights in the book are also worth thinking about: (1) pre-sales speech is not easy to understand, but he should understand what he should understand, and don't let him understand what he shouldn't understand; (2) Let the customer understand it this way, not that way. The key to these two points is to make it clear that the purpose of your speech is to convince customers of their plans, not to train their knowledge. Since we want to convince customers, we need to lead the rhythm to a plan that is beneficial to our family and unfavorable to our competitors, but it should not be too obvious. It is very necessary to grasp the degree and skill.
The result of Sichuan incident is not perfect. Because of Lu Rang's long-term efforts, Mr. Niu still awarded the bid to Chaoteng, but pre-sales played an important role in this battle and let us learn a lot of pre-sales knowledge and skills.
Looking at the case of Zhejiang Huaxia, Tongqing finally won this big case through the coordinated operation of sales and pre-sales. Through my observation, there are two key points for Song Hanqing to win this battle before selling: (1) Visit every decision maker to understand their concerns and demands. He knows that people's thoughts are more important than coldness, and then tries to cover up their concerns and demands as much as possible with the highlights of his plan, although it is difficult to turn his opponent around. But at least let the supporters be more determined and wait-and-see people change their minds, so that it is easier to get rid of them in sales and achieve the goal of impressing people-gaining people-controlling people-controlling bids-controlling people in sales. (2) Song Hanqing was keenly aware that Gaozong was very interested in the four-in-one celebration. Gao Zong said that his four business goals are very similar to what he thought, and some places can be used for reference. In the subsequent requirements specification, a new project vision was also found, which was obviously added by Gao Zong. Therefore, when preparing the final PPT, Song Hanqing relied on China's key core needs, put forward the characteristics and advantages of the system, and converged on the four-in-one value proposition, thus winning the support of Emperor Gaozong. For Gao Zong, a leader who pays attention to political achievements, the ideological fit is very extra points. Chao Teng, on the other hand, was lost in overconfidence. They thought that the Heilongjiang case had won, so they played two cards when bidding: (1) special function card to meet customer demand; (2) The case card shows the advantages, but it does not pay special attention to the high overall demand point, and the loss is inevitable.
After analyzing the pre-sale of Song Hanqing, I finally talk about three gains from the book.
1. Personal needs and project needs
Personal demand is the driving force of project demand, and project demand is the opportunity to realize personal demand. After working for several years, I still feel the same way about this sentence. Most projects are produced because of personal needs, such as political achievements, and project needs can help people realize their personal needs. Project requirements will provide opportunities for individual needs in internal and external operations and competition; On this basis, personal needs also include the motivation to constantly create project needs in the changes of internal and external environment.
2. The relationship between sales and pre-sales
I think it is very appropriate to quote the short story about sales and pre-sale at the end of this book first.
One day, the salesman and the salesman went hunting together, drove before the promotion, and the salesman sat in the co-pilot with a gun. When I arrived at a forest, I stopped before the sale and said to the salesman, Go ahead, I'll wait for your good news. The salesman got off the bus and went into the forest to look for prey. Soon, the salesman heard a gunshot in the distance, and then he saw the salesman dragging his gun towards the car, followed by an injured limping bear. The situation was extremely urgent, so I quickly started the engine before the sale, ready to take the sale and escape. The salesman ran to the door of the car, but the bear followed. Passing 18-wheeler, it's all up to the salesman to open the car door, dodge, push the caught bear into the car, and then slam the door, and there will be a pre-sale fight with the bear in the car. At this time, the salesman outside lit a cigarette unhurriedly and rushed to the pre-seller in the car and said, Brother, you get it, and I'll find the next one.
Although it is a story, I think it is very appropriate. Sales is more like a global trader, and pre-sales is to convince customers from the perspective of technical experts. Sales should tap the needs of the project, but also grasp the personal needs, personal needs to find the point of seeking and then go on step by step, and hand over the project needs to the pre-sales. The two men are working together from different levels to win the battle.
3. Golden Man
? Regarding the Golden Man, the best golden man in the book should be Li Zhenming of Zhejiang Huaxia. As a leader in selection, he can get through the joints with high heads and get the selection needs of other members. Tong No.1 has a summary of its role: information * * * enjoyment, internal cooperation, mainstay, and pioneer in killing the enemy. I believe everyone has a deep understanding of Li Zhenming's help to Tong Qing in Zhejiang Huaxia case. For example, the training proposed by Chao Teng, Li knew that it was Chao Teng's plan, which was unfavorable to the celebration, and directly refused it on the grounds of lack of time. As for the future of the internal judges, Li knew that Tong Qing had got Cat, so he used Cat as a hardware expert to influence it. Notify the inspection time in advance in the enjoyment information * * * so as to prepare in advance; And at the critical stage, under pressure, I only received a phone call from Guan Yihao to deliver the latest news; Help pay attention to Mr. Gao's intention to Tong Qing, including urgently informing Tong Qing to send clarification and supplementary documents to help mark the final offer. From these concrete examples, we can see that Li Zhenming can get through the joints and get the demand for type selection. So when is the best time to deal with the gold man? It is definitely not advisable to cram for the Buddha's feet at the last minute. It's best to make a good relationship in advance without too much selection interaction between Party A and us!
Finally, I believe everyone will still remember the scene where everyone cheered after Tong Qing won the championship. "Everyone almost jumped up and the room was boiling. Jiang Zhengshan felt a click on his shoulder and a heavy load of one thousand pounds was unloaded. He patted the table, jumped up and punched in the air. Everyone applauded and celebrated, but they couldn't help hugging each other. "This is the scene of the final victory after many hardships. I believe that whether it is sales or pre-sales, this is everyone's belief and strength to support themselves in the face of various challenges, pressures, losses and helplessness. Get exercise because of challenges, grow because of pressure, 20 18, watch me!