When I entered the field of pre-sales consulting in 2000, I hardly understood what pre-sales was and what I should do. I just think that pre-sales technology is to help users solve problems and guide users to new needs. Up to now, I still remember that the initial work of Zhongguancun Company started from the bidding for multimedia projection projects in the education industry. I remember the first time I undertook the bidding task independently, it took me two days to work out an outline, and then it took me three days to complete the plan. Fortunately, the company won the bid and started its own pre-sale road. This is probably the first stage of my understanding of pre-sales work. Looking back at that process today, there are two biggest shortcomings: first, the methodology of IT pre-sales, which can not define pre-sales work from a global perspective and use methodology to guide its own workflow; Second, the theory is divorced from reality, with little contact with customers, and they don't know and understand the actual problems of customers, so they can't actually solve the problems of customers with the theoretical framework. In fact, I didn't understand all this at that time, and even felt quite good. Of course, sometimes my mood is very complicated. After all, the field of pre-sales consultation is too wide, and I obviously feel that my knowledge is not enough.

From the perspective of customer value, the main work of pre-sales consultation should be to understand the problem (understand the business), analyze the demand and provide solutions. In the whole pre-sales consultation process, there are two main shortcomings at present: first, there is a lack of guidance from the work roadmap to the pre-sales work, and there is almost no clear plan for the pre-sales work promotion route; The second is how to write, what to write is a bit vague. In fact, as long as you understand that the main work before sales is to understand the problem, analyze the demand and provide solutions, the content of the solution will be clear. Of course, unclear responsibilities are also a common problem for most small and medium-sized enterprises and entrepreneurial companies. It can only be a selective compromise, not a complete reconciliation.

In the competition with many excellent peers or colleagues, I have been in this industry for ten years, and I deeply feel the profoundness of the pre-sales consulting field and the great challenge of the pre-sales consulting work. So far, I have always felt that I have no ability to propose feasible solutions for customers from a higher level, which is why I have always doubted myself. I hope this plan can be used as a summary of my past work and a basis for my promotion.

2. Pre-sales technical support and positioning

As the technical support of sales staff, pre-sales technical consultation is responsible for understanding the customer's business and analyzing the customer's needs in a professional way, and providing solutions by combining management theory, customer's needs, IT technology and company products, and

Communicate good company image, product image and service ability to customers, so as to achieve the purpose of effectively defeating competitors, promoting the signing of bills and reasonably reducing project risks.

Personally, I like the principle and guiding ideology of being a man and doing things: "The great cause of ancient and modern times, the questioner of the university must go through three realms." "Last night, the west wind withered the trees, and I went up to the tall building alone and looked at the horizon", which is the first realm; "The second realm is' the belt is getting wider and wider, and I don't regret it, and I am thin for Iraq'." The crowd searched for him for thousands of Baidu, and suddenly looking back, the man was in the dim light. "This is the final realm. This is not only the realm of poetry, study and artistic creation, but also the realm of our life, career and life.

The same is true for pre-sales consultation. Pre-sales is the technical representative of the company, whose main responsibility is to cooperate with sales staff and let customers accept the company's solutions. But how to provide solutions, there are also several different realms.

The first realm: from product to scheme. There are many kinds of pre-sale consultation, especially some companies that make products, by modifying their product specifications into user-oriented solutions. This kind of pre-sales consultation may have a better understanding of their own products, even have a considerable technical foundation, and also have good user display and communication skills (of course, if these are not available, it is really useless), but it is impossible to understand the products from the perspective of customer value, and explain the value of products to customers by understanding customer business, defining customer needs. This is the initial stage of pre-sales consultation, and I personally think it is also a relatively pleasant pre-sales stage. Simplicity is happiness.

The second realm: from demand to scheme. Through continuous study and summary, I have my own knowledge system and working methodology (consciously or unconsciously), and I can use various methods to understand customer business, analyze user needs and provide solutions from the perspective of management consulting. It is not easy to reach this level, and methodology, knowledge, skills and attitude are indispensable. It should be said that this heavy-level pre-sales consultation is still relatively successful-if there is no next level. This kind of pre-sales consultation can influence customers to a higher degree, and can undertake some customer management consulting work, such as product system planning and product design.

The third realm: full-service promotion. After all, the essence of pre-sales consultation is to promote sales, so we should also have our own ideas and ideas in the business field. This kind of pre-sales consultation has a clear understanding of the whole business promotion route, and can make plans according to this road map, and influence customers at different stages according to the plan until signing business contracts and even extending to the sales field.

Based on the above description, it is not difficult to see that an excellent pre-sales consultation should have the following abilities: 1. Systematic methodology (including business promotion); Second, you should have a broad knowledge system, including management, technology and business knowledge, and especially be familiar with your own products; Third, good comprehensive skills, including the application of various tools, such as planning, research, communication, scheme writing, scheme display and other skills; What needs to be emphasized is attitude.

An excellent pre-sale should not only provide value to customers, but also find its own suitable position in the company's value chain. Value chain refers to a series of activities carried out by enterprises according to a specific model, or it is a value-added link or chain of products or services produced by enterprises, and every activity in the value chain increases the value of products or services. From the perspective of enterprise value chain, the creation and transmission of value includes three stages:

Choose value, and determine the market goal and value orientation of the enterprise through market segmentation;

Provide value, develop products and services according to the business strategy of the enterprise, and formulate the overall marketing strategy of the enterprise; Disseminate value, and push enterprise value to the market through sales, promotion and other publicity work.

In the enterprise value chain, pre-sales consultation can influence the company's strategic choice through market research, and can also participate in product development to provide value, and more often it is to communicate value before sales. Therefore, an excellent pre-sales consultation should be mapped to all aspects of the value chain.

Based on the above analysis, IT pre-sales consultation can be positioned as follows:

Value-Selected. Assist the company's strategic value choice. Through industry research and market analysis, the company's product system planning, service system planning and market development planning are introduced to assist leaders in making decisions.

Solution manufacturer, providing solutions according to customer needs. Through communication, understand customer strategy and business, analyze customer needs, and provide solutions on this basis.

Business process promoter, assisting sales to promote business process. Work out business promotion plans with sales * * *, influence customers' choices through systematic methods, profound technical capabilities and rich presentation capabilities, and assist sales in promoting business processes from aspects such as plans, prices and contracts. The guarantor of the success of the project ensures the successful implementation of the project. Clear the scope of customer needs through business analysis, so as to realize the docking of customer needs and product development projects.

The secret of the success of pre-sales consulting project lies in solving problems in a way that customers can understand, appreciate and feedback. In the process of business promotion, pre-sales consultation should always look at the problem from a high-level perspective, and cut the methods and business promotion routes according to the project situation to ensure the best impact on customers.

Three. Pre-sales consultation route framework

Pre-sales consultation stage is the frontier stage of sales and project implementation, including sales lead acquisition, demand research, research and analysis, project proposal preparation and demonstration to customers, which is the paving stage to ensure sales. In the pre-sales consultation stage, because there may be many competitors, and there is still no relationship with customers.

Without in-depth communication and understanding, you may encounter many difficulties and limitations. How to successfully show your ability to customers at this stage shows that customers believe that they are the best providers of solutions, products and services, which has become the key to whether the project can continue. Therefore, the overall process route framework and professional knowledge and skills are very important at this stage.

In the process of project sales, providing solutions and promoting business processes are the two most important functions of pre-sales consultation. In order to complete technical services and business promotion in sales activities, the following pre-sales consultation routes can be adopted:

Four. Business strategy (to be explained to the public by the senior management of the company)

Mission of the company-define the reason why the company exists. Corporate mission describes an eternal fact, that is, it does not exist.

Time-limited answers provide the premise for all decisions within the organization and provide guidance for internal and external personnel. ? Corporate vision-What does the leader want the company to develop into? Corporate vision described an inspiring fact that can be realized in a specific period, guiding the development of strategy and organization, mainly providing guidance for insiders (some slogans can also be provided to outsiders). Enterprise competitive strategy-a plan to defeat existing and potential competitors. Enterprise competitive strategy describes the company's strategy.

The selected "value scheme" lists a series of measures to provide products or services and create value higher than their cost. Competitive strategy is constantly improved with market analysis, consumer experience and experiments, and internal use is strictly restricted.

The strategic framework abstractly describes the role a company is playing or expects to play in the market, and the key reasons why such a role can create value stably for a long time. The strategic framework includes:

Where to compete-refers to participation from a wide range of markets (that is, a wide range of products and types that may be attracted)

Consumers choose some target markets, products and customers, and focus on some subdivided products or customer markets. Its core is customer, product, region, channel and vertical integration.

How to compete-it means listing all the usual possible ways of competition in this industry and trying to adopt different basic methods.

Competitive means (for example, adopting new technologies or different basic means to meet customer needs).

When to compete-refers to the time dynamic consideration of strategy.

Verb (abbreviation for verb) business model

The so-called business model refers to the core business logic of an enterprise to create value, including the combination of core businesses and the relationship between them. To put it simply, it is how enterprises achieve profitability.

There are various profit models of enterprises, which lead to a large number of derivatives of business models. Even in the same industry, enterprises can adopt completely different business models. Some enterprises can extend from upstream raw materials to downstream distribution, which is a profit model, or a business model; And some enterprises only focus on manufacturing business, and some enterprises focus on distribution. Through different combinations of these businesses, several different business models are derived from the market, and each enterprise realizes its own value by virtue of its own business model. In fact, even if it is only the same business, there can still be different business models. For example, enterprises engaged in sales can be divided into direct selling mode and distribution mode.

For an enterprise, what kind of business model to adopt mainly depends on the strategy of the enterprise, that is, how the enterprise wants to make profits, including which business areas to compete in and how to compete. The strategy of an enterprise will directly determine its business model, and the business model will also directly determine its competitiveness, or the ability to realize the strategy.

Technical scheme for compiling intransitive verbs

The path of solution is the process of explaining, analyzing and solving problems.

The process of preparing solutions is from business understanding to technical solution preparation, that is, through business architecture analysis, we can understand the organization's strategy, the organizational structure and functions of related businesses, and key processes, so as to build the enterprise's application system architecture and provide technical solutions according to the application system requirements.