| 摘要: | 本論文以個案研究法，研究銷售大型企業選擇IT系統解決方案時，政治因素如何影響該目標客戶的決策。研究者蒐集個案研究的數據來源，包括專案進行中的：文件、直接觀察、參與觀察、實體的人造物、分析資料、撰寫報告。因IT系統解決方案與硬體或其他軟體工具有幾項不同，所以銷售上更加困難，其不同之處有：金額龐大、無法直接試用、一定需要客製化、必須讓客戶了解導入價值、不易訂出導入的KPI等，必須藉由深入瞭解目標客戶的政治因素，並分析個別的角色與需求，針對需求來提供價值分析後的解決方案。研究者發現在銷售IT系統解決方案時，可能會發生的政治因素有：
1. 使用者部門的權限問題：使用者部門主管為了強化該部門在公司的發言權，不願將所有該部門的研究成果放置系統中。
2. 審核流程問題：為求部門權力，不願意將簽核權限開放給相關部門。
3. 個人利益問題：部門主管為保留自己審核、建議或議價等的權力，刻意隱藏需求。
4. 未來發展問題：事業主管積極介入以擴張權限，為職涯發展鋪路。
在個案研究過程中，研究者發現必須重視目標客戶可能發生的政治因素，必且探究政治問題會產生的需求以及背後的動機。所謂的價值分析，更必須先了解組織與個人之間的利害關係，未來導入系統的價值究竟是對哪個部門或是個人的權力有所損益。而在研究政治因素之前，先針對目標客戶的評估權力組織加以分析，對於專案決策有巨大影響的角色與部門之間的政治問題，必須立即加以解決。在各階段銷售過程中，不斷找尋對自己公司有利的Coach，累積正確的需求資訊，已進行更進一步的價值分析，最終能提供目標客戶具有導入價值的解決方案與提供相對應合理的成本， 而簽立目標客戶的導入合約。
;In this paper, Researcher use case study to analyze how politic factors will impact the decision of target customer? The data sources are include the data, direct observation, involve observation, real character, analyze material and organize the report. Because of the difference between IT solution and hardware or software tool, it makes IT solution selling much more difficult. And the difference is: project cost is huge, no trail for customer, needs customization, customer has to understand the selling value and not easy to come out the KPI internally. That means IT solution selling needs to realize customer internal political factors and also analyze customer individual role and requirement. According to these requirement, then providing the proposal which base on requirement value analysis. Researcher found some possible political factors as:
1. The authorization power issue in users department: the head of users department will emphasize their position power to protect their own achievement in research results so that they will refuse to put all data in IT system.
2. The approval process issue: to protect their own department decision power, they would deny opening their sign-off power to other departments.
3. Personal interest issue: the head of some department try to reserve their approval、suggestion or even price negotiation power. They hide some requirement specifically.
4. Future career issue: the head of some business unit will involve aggressively for future career development.
For this case study, researcher found the sales manager must focus on target customer’s political factors. Also, he has to define the requirement and driving force behind. And regard to value analysis, it should base on understanding the interest relation between the department and individual. How the future system will affect the department power or personal power? Before analyze the political factors of selling process, the sales manager have to survey the powerbase organization in target customer. Sales manager only spend his valuable time in resolve the political issues from the people who have the decision power in decision process. In each selling stage, the sales manager will try to find out the Coach, and collect the right information from the Coach. Finally, sign the contract when target customer accept the proposal which base on internal value assessment and reasonable cost. |
