Series M?i tu?n 1 tip cho sales B2B - Bài 4: Bu?ng b?

(English below)

Bán hàng v?n d? là ngh? kh?ng d? dàng, và Bán hàng B2B là ??nh cao c?a s? c?ng th?ng vì s? ph?c t?p c?a các m?i quan h? và sales cycle kéo dài nhi?u tháng/n?m.

Bu?ng b? 1 khách hàng l?n, 1 c? h?i to, 1 d? ?? t?n r?t nhi?u th?i gian và c?ng s?c ?? theo ?u?i kh?ng bao gi? là ?i?u d? dàng.

Tuy nhiên, vi?c ch?p nh?n nó ?? b??c ti?p, ?? tránh ti?p t?c l?ng phí th?i gian và ngu?n l?c, ?? ???c tam h?n c?m th?y an-yên là m?t hành ??ng nên ???c can nh?c m?t cách th??ng xuyên.

T?i ??a ra m?t m? hình, hy v?ng giúp b?n th?c hi?n ???c quy?t ??nh GO or NO GO - Ti?p t?c hay Bu?ng b? c? h?i c?a mình 1 cách khoa h?c và d? dàng h?n.

M? hình này là s? k?t h?p c?a 3 tr?c:

1. Kh? n?ng c?a khách hàng: h? có ngan sách kh?ng (Budget) và h? có th? quy?t ??nh mua hàng kh?ng (Authority). Kh? n?ng này ???c chia thành 2 m?c l?n: “C?ng có th?” và “Ch?c ch?n”.

2. Nhu c?u c?a khách hàng: nh?c t?i Nhu c?u (Needs) ?? r? ràng ch?a, và Th?i ?i?m (Time) khi nào. Nhu c?u có 2 m?c l?n: “Xác ??nh ???c r?ng Có thì t?t” và “B?t bu?c ph?i có”. L?u y là vi?c chuy?n t? 1 ng??i “Kh?ng có nhu c?u” t?i lúc bi?t r?ng “Có thì t?t” c?ng là m?t quá trình.

3. Ni?m tin c?a khách hàng dành cho b?n: t? lúc kh?ng bi?t t?i lúc có chút thi?n c?m, và Tin/?ng h? là m?t hành trình dài.

Khi b?n ?? dành nhi?u th?i gian, c?ng s?c cho m?t c? h?i, ?? c? g?ng ?? c?i ti?n ch? s? c?a c? 3 tr?c nh?ng tình hình kh?ng kh? quan, m?t m?i và mu?n bu?ng b?, thì h?y ??i chi?u xem c? h?i n?m trong tr??ng h?p nào trong 8 tr??ng h?p bên d??i. M?i tr??ng h?p s? có l?i khuyên, c? th?:

A. Kh? n?ng mua hàng th?p, Nhu c?u ch?a r? ràng và ít thi?n c?m v?i b?n => H?y Give up. Kh?ng ph?i l?n t?n gì c?. Kh?ng có gì nu?i ti?c ?au.

B. Dù khách hàng thích và tin b?n, nh?ng ngan sách eo h?p và nhu c?u c?ng ch?a r? ràng => ??ng c? Push/??y thêm n?a. Chuy?n ?? ?u tiên c?a C? h?i này xu?ng th?p, chuy?n h?n cho ch? ?? Nurturing/Ch?m dài h?n. Ti?p t?c dành th?i gian và c?ng s?c v?a ph?i th?i.

C. Có ngan sách và ng??i quy?t ??nh (CEO/C level) mu?n ??u t? nh?ng nhu c?u ch?a r? ràng, và h? c?ng dành nhi?u tình c?m dành cho ??i th? c?a b?n h?n b?n => DROP. M?y deal ki?u này r?t m?t th?i gian và kh? n?ng th?ng kh?ng xác ??nh ???c.

D. Nhu c?u r?t r? ràng, nh?ng ngan sách eo h?p, kh?ng ?? ti?n mua c?a b?n và l?i thích ??i th? c?a b?n h?n => DROP ?i. Trúng deal này c?ng kh?ng th?m gì ?au.

E. C? nhu c?u và ngan sách ??u r? ràng, ch? m?t ?i?u là quan h? c?a b?n v?i khách hàng kh?ng b?ng ??i th? => Chi?n. Ti?p t?c chi?n ?i. B?n ch? nên d?ng l?i khi 1 trong 2 y?u t? là ngan sách và gi?i pháp/s?n ph?m kh?ng phù h?p v?i nh?ng gì b?n có thì m?i d?ng l?i.

F. Khách hàng tin b?n, kh? n?ng chi tr? là ch?c ch?n, ch? là nhu c?u ch?a r? ràng => Chi?n. ??a thêm nh?ng ng??i có th? nhìn ra v?n ?? c?a khách hàng h? tr? b?n. SPIN là ph??ng pháp bán hàng ?? xác ??nh n?i ?au và v?n ??. Ch? d?ng l?i khi nhu n?i ?au c?a h? kh?ng ?? l?n ?? ??u t? th?i.

G. Khách hàng thích b?n, nhu c?u r? ràng nh?ng ngan sách/ng??i quy?t ??nh kh?ng ch?c ch?n => Chi?n. ?ay là lúc mà ph??ng án Value based selling (VBS) phát huy tác d?ng. VBS ??c bi?t có tác d?ng khi b?n có th? ?ánh top-down, approach t? nh?ng ng??i ra quy?t ??nh. Ch? d?ng l?i khi ch?c ch?n h? kh?ng ?? ngan sách th?i.

H. Là khi khách hàng tin b?n, có ngan sách và nhu c?u r? ràng => Tr??ng h?p này mà b?n mu?n Drop thì v?n ?? là ? b?n nhé.

Chú y: ?ay là l?i khuyên khi b?n ?? c? g?ng h?t s?c nh?ng tuy?t v?ng và mu?n bu?ng b?, kh?ng ph?i là l?i khuyên khi m?i g?p v?n ?? nha. M?i khi m?i th?y khó kh?n mà bu?ng b? lu?n r?i ??ng làm sales cho r?i.

-English-

Series 1 tip per week for B2B sales

Lesson 4: Give Up

Sales is inherently not an easy profession, and B2B Sales is the pinnacle of stress because of the complexity of relationships and the sales cycle lasting many months/years.

Letting go of a big customer, a big opportunity, a project that took a lot of time and effort to pursue is never easy.

However, accepting it to move on, to avoid continuing to waste time and resources, and to feel at peace in your soul is an action that should be considered regularly.

I offer a model, hoping to help you make the decision GO or NO GO - Continue or Let go of your opportunity in a more scientific and easier way.

This model is a combination of 3 axes:

1. Customer capabilities: do they have a budget (Budget) and can they decide to buy (Authority). This possibility is divided into two major milestones: "Maybe" and "Definitely".

2. Customer needs: mention whether the Needs are clear, and when. Needs have two big milestones: "Determining that it is good to have" and "Must have". Note that moving from a person who "has no need" to knowing that "it is good to have" is also a process.

3. Customers' trust in you: from not knowing to having a little sympathy, and Trust/Support is a long journey.

When you have spent a lot of time and effort on an opportunity, tried to improve the index of all 3 axes but the situation is not positive, you are tired and want to give up, then compare to see if the opportunity lies within any of the 8 cases below. Each case will have advice, specifically:

A. Low purchasing ability, Unclear demand and Little sympathy for you => Give up. No need to worry at all. There's no regrets.

B. Even though customers like and trust you, the budget is tight and the needs are not clear => Don't try to Push/Push any more. Change the priority of this Opportunity to low, completely switch it to Nurturing/Long-term Care mode. Continue to spend moderate time and effort.

C. There is a budget and the decision maker (CEO/C level) wants to invest but the need is not clear, and they also have more love for your competitors than you => DROP. Deals like this take a lot of time and the possibility of winning is unknown.

D. The need is very clear, but the budget is tight, can't afford to buy yours and prefer your competitors => DROP. Winning this deal doesn't feel good at all.

E. Both needs and budget are clear, the only thing is that your relationship with customers is not equal to your competitors => Chien. Keep fighting. You should only stop when one of the two factors, budget and solution/product, is not suitable for what you have.

F. Customers trust you, the ability to pay is certain, it's just that the need is not clear => Chien. Bring in more people who can see the customer's problem to support you. SPIN is a sales methodology for identifying pain and problems. Only stop when their pain is not big enough to invest.

G. Customers like you, needs are clear but budget/decider is uncertain => War. This is where the Value based selling (VBS) option comes into play. VBS is especially effective when you can get a top-down, approach from the decision makers. Only stop when they are sure they don't have enough budget.

H. Is when customers trust you, have a clear budget and needs => In this case, if you want to Drop, the problem is up to you.

Note: This is advice when you have tried your best but are desperate and want to give up, not advice when you first encounter problems. Every time you see difficulties, just give up and stop doing sales.