Игорь Карпец (Head of Enterprise Sales @Grammarly) выступил с темой "2k или 200k: сколько клиент готов заплатить. Квалификация и переговоры с клиентом в Grammarly" на Conformato Conference 2016. Приобрести видеозаписи конференции можно по ссылке https://goo.gl/ZX8YKM
Основные тезисы доклада:
Квалификация лида: как понять уровень клиента
– составляем опрос, который даст максимум информации о лиде
Схема действий с клиентами класса VIP
– checklist перед первой встречей
– переговоры и работа с возражениями
– контролируем процесс
3. Grammarly
6+ Миллиона пользователей
6,3 Миллиона Facebook Fans
750 Университетов и компаний
Наши клиенты:
Cisco, Dell, Arizona State University, Phoenix University,
Dow Jones
4. Цикл Продаж в Grammarly
Лидогенерац
ия
Холодный
email
Квалификация
лида
Переговоры
Следующие
шаги
7. Встреча/звонок - checklist
1. Research
2. Находим общий язык
3. Предварительная договоренность
4. Поиск потребности
5. Бюджет
6. Процесс принятия решения
7. Демо продукта
8. Следующие шаги
8. 1. Собираем полный профиль компании (wikipedia, инвесторы, пресc
релизы, достижения)
2. Определяем роли
3. Профиль человека (интересы, хобби, собака/кот, спорт)
Research
Influencer Evaluator
Decision
maker
GatekeeperPurchasing
9. Находим общий язык
● Поблагодарите за встречу
○ I really appreciate your time today, John.
● Поговорите о погоде/городе/спорте
○ How is the weather in LA?
○ Did you see the Lakers game last night?
○ Share something personal with then..
10. Повестка Встречи
● Подтвердите время
○ Is now still a good time to connect?
○ Do you have a hard stop which I should keep in mind?
● Уточните план встречи
○ What would you like to cover on this call?
○ Is there anyone else joining the meeting/call today?
11. Поиск Потребности
Задавайте открытые вопросы
○ Can you tell me more about what you do at …?
○ What would be an example of…
○ What have you tried to far?
○ How did it work for you?
○ Now I have a better picture on how we can help PITCHING
12. Процес принятия решения
Assuming that you wanted to move forward and I am not saying, you will…
● How does your decision process work?
● When do you plan to start?
● How does this generally happen?
● Who else may be involved?
13. Определяем бюджет
Our price depends on various features and ranges from...to
What option reflects your ballpark budget?
14. Бюджет - Предельная Точка
Generally, there is a line in your budget above which
the sirens go off and the approval has to be made.
15. Демонстрация Продукта
● Сделайте это отдельной встречей
● Будьте интерактивны
○ Feel free to stop me in case of you have any questions
○ What do you think so far, <<name>>?
○ Is there anything that could be improved?
16. Следующие шаги - Возражения
● Thank you for your time. I will follow up with you later.
○ How much time you need to discuss.
○ What exactly would you like to receive in a follow up
○ Since we have our calendars handy, may I have your permission to schedule a quick call
on <<date>>?
● I will discuss this with my manager.
○ Since we have our calendars handy, does it make sense to schedule a follow up with you
and your manager?
○ Please let me know what would it take for an introduction.
17. Следующие Шаги - На Связи
Subject: Next step?
Dear Frank,
I hope all is well.
I have been trying to reach you on numerous occasions, but to no avail. May I ask you to confirm whether you
receive my emails?
I'm not really sure what makes sense as a next step? Please advise.
18. Next Steps - На Связи
Subject: Close Your File
Hi Frank,
I'm writing to follow up on my last e-mail.
We just had our monthly sales meeting. We are in the process of closing files for the quarter. Typically when I
haven't heard from someone after some time it means they are either really busy or aren't interested. If you
aren't interested do I have your permission to close your file?
19. Шок! Сенсация! Скачать без СМС!
Бесплатный Аккаунт в Grammarly
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Enter access code: lREzrxwiyjKuGzkL
20. Q&A
Буду рад ответить на вопросы
Igor Karpets
greg.carpets@grammarly.com
Skype: gregory.carpets
LinkedIn: ua.linkedin.com/in/ikarpets/