顾问式销售模式在水处理项目营销中的应用-以S公司为例

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摘要

随着我国工业经济和城镇化的发展，人们对周边环境及其改造要求越来越重

视，从而也涌现出一大批专业的以承接水处理工程项目为主水处理环保公司。作

为很重要朝阳产业，吸引了非常多的资本和投资者，目前在我国水处理从业的公

司非常多，从跨国大集团到上市公司，到只服务局部市场区域或者针对特定行业

的小公司，水处理公司数量多分布广，水处理项目销售的竞争非常严重，为了获

得项目合同，各种营销手段技巧都被不同程度的应用，造成水处理项目营销进入

困境，项目执行以及后期的项目运行都受到不同程度的影响。

论文通过分析总结水处理项目的特点，研究总结水处理项目营销过程中面临

的问题和挑战，引用顾问式销售模式的理论，借鉴顾问式销售模式在管理软件等

其他行业的应用，探讨顾问式销售模式在水处理项目营销中的应用及其必然性。

通过总结水处理项目业主采购八个阶段，建立了顾问式水处理项目营销的推进流

程模型，设计了商机管理的表格工具和评估方法，以及设立了以销售推进模型为

基础的销售团队管理关键节点和资源调配机制。全文从水处理项目信息的获取到

最后的项目合同的签订，探讨了整个销售过程的推进要点、水处理顾问式营销人

员应具备的五大素质和顾问式销售管理方法。最后结合 S公司实例进行论证，分

析了 S公司在公司制度和资源配置等方面如何保障顾问式销售模式，以及 S公司

获得 W项目合同的销售管理过程。通过论文的探讨，借助顾问式销售模式的理论，

可以较好的理清水处理项目营销的问题与应对办法，指导销售人员按步骤进行项

目推进和商机管理。

顾问式销售模式在水处理行业的应用，不止对销售人员提出了更高的要求，

也需要开展顾问式营销的公司从制度，管理以及资源配置机制等方面做好调整和

支持。保证顾问式销售的推进和监管，做到资源的利用率最大化。通过大量收集

和查阅了国内外有关顾问式销售模式运作的文献和资料，参考顾问式销售模式在

其他行业的应用，力求对顾问式销售模式的探讨建立在科学研究的基础之上，并

为我国水处理项目营销采用顾问式销售模式运作提供理论上的指导。

关键词：顾问式销售水处理项目项目营销销售推进流程商机管理

ABSTRACT

Along with the development of industry and urbanization, people play more

attention to the transformation of surrounding environment, so there are so many

companies to undertake water-treatment works. As a very important sunrise industry, it

attracts so many capitals and investors. At present, there are so many companies which

deal with water treatment, from the multi-national company to the listing corporation,

even the small companies which only serve the local market or special industry, so the

competitive is very tough. In order to get the projects, so many kinds of marketing tools

are used in different levels, so that the water-treatment marketing is into difficulties, and

the project implementation and the final-period project management are affected in

different degree.

This dissertation studies and summarizes the difficulties and challenges in the

marking procedures of water treatment. It explores the application and inevitability of

consultant-marketing model in the water treatments with the theory of

consultant-marketing model. By studying and summarizing the eight procurement

process of water treatment projects, establishing the process model and business

management method, from the information acquisition of water treatment projects to

signing the final project contract, the full text inquiries into the pushing points in the

whole sales process, the five quality and the managing method which the

water-treatment consultant salesman should have. At last, carrying out the authentic

proof with the living example of company S, analysis that company S how to safeguard

the consultant marketing model from the corporation institutions, and allocations of

resources, etc. and the sales management process of company S how to get the contract

of project W. By the studying of thesis, it can sort out the problems and solutions of

water-treatment projects, and guide the salesman to carry out the project promotion and

business management, with the help of theoretic research of consultant marketing

model.

The application of consultant marketing model in the water-treatment business, not

only raises a higher claim to the salesman, but also needs the companies which open up

the consultant marketing, to make adjustment and support from the institution,

management and the allocation of resources, in order to ensure the advance and

supervision of consultant marketing, and maximize the resource utilization rate.

Through collecting and reading the relevant documents and materials of consultant-mar

keting model at home and abroad, and referring to the application of consultant-marketi

ng model in other businesses, try our best to explore the consultant-marketing model ba

sed on scientific research, and offer theoretical guidance to the water-treatment project u

sing the consultant-marketing model.

Key words：Consultative selling, Water Treatment Project, Solution

Selling, Sale advancing process, Business Opportunity Management

中文摘要

ABSTRACT

第一章绪论 ...................................................................................................................1

1.1 研究背景与意义 ................................................................................................1

1.1.1 研究背景 .....................................................................................................1

1.1.2 研究意义 .....................................................................................................2

1.2 国内外先进水平 ................................................................................................3

1.2.1 关于营销模式的研究 ..................................................................................3

1.2.2 关于顾问式销售模式的研究 ......................................................................5

1.2.3 文献综述评价 ..............................................................................................8

1.3 研究内容与方法 .................................................................................................8

1.3.1 研究内容 ......................................................................................................8

1.3.2 论文框架 ....................................................................................................10

1.3.3 研究方法 ....................................................................................................11

第二章顾问式销售模式的相关理论 .........................................................................13

2.1 销售分类 ...........................................................................................................13

2.1.1 销售模式的分类 ........................................................................................13

2.1.2 项目营销的概念 ........................................................................................14

2.2 顾问式销售模式 ...............................................................................................15

2.2.1 顾问式销售的定义 ....................................................................................15

2.2.2 顾问式销售的特点 ....................................................................................15

2.2.3 顾问式销售模式与传统销售的区别 ........................................................16

2.3 S.P.I.N. + FAB 法则 ..........................................................................................17

2.3.1 S.P.I.N. 技巧 ............................................................................................. 17

2.3.2 FAB 法则 .................................................................................................. 18

2.4 本章小结 ...........................................................................................................19

第三章水处理项目特点和营销现状分析 .................................................................20

3.1 水处理项目的特点 ...........................................................................................20

3.1.1 一次性和独特性特点 ................................................................................20

3.1.2 详细而明确目标的特点 ............................................................................20

3.1.3 整体性和综合性特点 ................................................................................21

3.1.4 有限寿命与灵活性特点 ............................................................................21

3.1.5 不确定性和风险性特点 ............................................................................21

3.1.6 开放系统的复杂性特点 ............................................................................22

3.1.7 较强的制约性特点 ....................................................................................22

3.2 水处理项目的营销特点 ...................................................................................23

3.2.1 销售的复杂性 ............................................................................................23

3.2.2 销售的综合性 ............................................................................................24

3.2.3 销售的独特性 ............................................................................................25

3.2.4 销售的专业性 ............................................................................................25

3.2.5 销售的长期性 ............................................................................................26

3.2.6 销售的多变性 ............................................................................................26

3.3 水处理项目销售管理面临的挑战 ...................................................................27

3.3.1 销售商机管理难 ........................................................................................27

3.3.2 销售进程管理难 ........................................................................................29

3.3.3 销售团队管理难 ........................................................................................29

3.4 水处理项目营销中引入顾问式销售模式 .......................................................30

3.4.1 客户购买循环及决策 ................................................................................30

3.4.2 采购流程 8阶段 ........................................................................................33

3.4.3 销售模式的优势 ........................................................................................35

3.5 本章小结 ...........................................................................................................38

第四章顾问式水处理项目营销模式的运作 .............................................................39

4.1 水处理项目的顾问式销售模式的运用方法 ...................................................39

4.1.1 建立信任 ....................................................................................................39

4.1.2 发掘需求 ....................................................................................................40

4.1.3 有效推荐 ....................................................................................................41

4.1.4 巩固信心 ....................................................................................................41

4.2 水处理项目销售推进模型与步骤 ...................................................................41

4.2.1 销售推进模型 ............................................................................................41

4.2.2 销售推进步骤 ............................................................................................43

4.3 水处理项目销售流程和商机管理 ...................................................................52

4.3.1 销售流程管理 ............................................................................................52

4.3.2 销售商机管理 ............................................................................................52

4.3.3 销售资源保障 ............................................................................................55

4.4 水处理项目销售团队管理 ...............................................................................56

4.4.1 架构设计和制度保障 ................................................................................56

4.4.2 销售人员招聘培训和激励 ........................................................................57

4.4.3 团队合作和信息共享 ................................................................................59

4.5 本章小结 ...........................................................................................................60

第五章案例分析——以S跨国水处理公司为例 .................................................... 61

5.1S 公司的顾问式销售模式 ................................................................................ 61

5.1.1 部门设置 ....................................................................................................61

5.1.2 销售流程方面 ............................................................................................62

5.1.3 销售管理方面 ............................................................................................63

5.2 在W项目上的成功应用 .................................................................................66

5.2.1 项目介绍 ....................................................................................................66

5.2.2 顾问式销售 ................................................................................................66

5.2.3 项目总结 ....................................................................................................69

5.3 本章小结 ...........................................................................................................69

第六章结论与展望 .....................................................................................................71

6.1 结论 ...................................................................................................................71

6.2 展望 ...................................................................................................................72

附录 .............................................................................................................................73

参考文献 .....................................................................................................................79

在读期间公开发表的论文和承担科研项目及取得成果 .........................................82

致谢 .............................................................................................................................83

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摘要：

摘要随着我国工业经济和城镇化的发展，人们对周边环境及其改造要求越来越重视，从而也涌现出一大批专业的以承接水处理工程项目为主水处理环保公司。作为很重要朝阳产业，吸引了非常多的资本和投资者，目前在我国水处理从业的公司非常多，从跨国大集团到上市公司，到只服务局部市场区域或者针对特定行业的小公司，水处理公司数量多分布广，水处理项目销售的竞争非常严重，为了获得项目合同，各种营销手段技巧都被不同程度的应用，造成水处理项目营销进入困境，项目执行以及后期的项目运行都受到不同程度的影响。论文通过分析总结水处理项目的特点，研究总结水处理项目营销过程中面临的问题和挑战，引用顾问式销售模式的理论，借鉴顾问式销售模式在...

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