管理資料市場(chǎng)營(yíng)銷(xiāo)銷(xiāo)售攻心術(shù)

1、精選ppt1精選ppt2What would you do?你會(huì)怎么做？你會(huì)怎么做？精選ppt3Understanding the Customers Mindset 了解客戶(hù)的心態(tài)Prospecting for the Right Customer尋覓正確的客戶(hù)Making Appointments with Customers 有效地預(yù)約客戶(hù)Uncovering the Needs and “Pains” of Customers挖掘客戶(hù)的需求與“痛處”P(pán)resenting Your Solution提出你的方案Finding Out the Decision Making Structu

2、res, and the People Behind the Scenes了解客戶(hù)的決策過(guò)程，以及幕后勢(shì)力Effective Follow Through and Closing 有效地跟進(jìn)及簽單Effective Negotiations and Objections Handling有效地協(xié)商及如何應(yīng)付反對(duì)意見(jiàn)精選ppt4Understanding the Customers Mindset 了解客戶(hù)的心態(tài)精選ppt5Salesman A 銷(xiāo)售員 A:Very humble 很謙卑Full compliance to his customers whims and fancies對(duì)客戶(hù)千依

3、百順、唯命是從1.Always diligent when w o r k i n g f o r h i s customers為客戶(hù)做事從不怠慢Salesman B 銷(xiāo)售員 B:Very confident 非常自信Give guidance to the way o f t h i n k i n g o f h i s customers引導(dǎo)客戶(hù)思想方式1. Only do meaningful things for his customers and refuse anything that does not bring benefits 只為客戶(hù)做有意義的事情，而不干那些效益較低的

4、活There are two types of salespeople有兩種銷(xiāo)售員:Which salesman will be more successful?哪位業(yè)務(wù)員會(huì)更加成功？哪位業(yè)務(wù)員會(huì)更加成功？精選ppt6The 2 Motivations that Everybody Has每個(gè)做任何事情的兩種動(dòng)機(jī): Seek Pleasure希望擁有; Avoid Pain害怕失去The Top 3 Things on Customers Minds企業(yè)客戶(hù)，腦子里總想著的3件事: _ Money _錢(qián) _ Money _錢(qián) Dont Want to _ Money不要_錢(qián)精選ppt7The

5、Salespersons objective is to銷(xiāo)售員的目的是: Get as much money as possible賺越多錢(qián)越好 From the Customer從客戶(hù)身上!The Customers objective is to客戶(hù)的目的既是: Prevent anything and anybody to take away their money防止任何人或事物拿走自己的錢(qián)!Why people Customers buy things?客戶(hù)為什么要買(mǎi)任何東西？精選ppt8Manage Risk降低購(gòu)買(mǎi)風(fēng)險(xiǎn)降低購(gòu)買(mǎi)風(fēng)險(xiǎn)Shop Around隨意更換供應(yīng)商隨意更換供應(yīng)商

6、Partnering 與供應(yīng)商形成伙伴關(guān)與供應(yīng)商形成伙伴關(guān)系系Leverage Size以大訂單作為杠桿以大訂單作為杠桿StrategicImportance of Sellers Products 賣(mài)方產(chǎn)賣(mài)方產(chǎn)品的戰(zhàn)略重要性品的戰(zhàn)略重要性Difficulty of Obtaining Substitutes 獲獲得替代品的困難程度得替代品的困難程度Source:HuthwaiteHi 高高Lo 低低Lo 低低Hi 高高精選ppt9精選ppt10精選ppt11A Value is NOT a Real Value UNLESS the Customer Wants It!客戶(hù)所不惜的就不是客戶(hù)

7、所不惜的就不是真正真正的價(jià)值的價(jià)值精選ppt12銷(xiāo)售員要怎樣才能給客戶(hù)提供價(jià)值？精選ppt1339% of a customers decision to buy from your company is based on the effectiveness of the sales representative39%的顧客是因?yàn)殇N(xiāo)售人員的表現(xiàn)而決定購(gòu)買(mǎi)的Help customers define their problems and help solve them幫助客戶(hù)鎖定問(wèn)題所在并給予解決Help customers make informed choices幫客戶(hù)做明智的選擇Help

8、customers resolve concerns about the purchase幫助客戶(hù)放心購(gòu)買(mǎi)Help smoothen the purchasing process幫助協(xié)調(diào)購(gòu)買(mǎi)過(guò)程Help smoothen the implementation process幫助協(xié)調(diào)購(gòu)買(mǎi)后的執(zhí)行過(guò)程精選ppt14Can your customers distinguish good value from bad?你的客戶(hù)能夠辨別高與低價(jià)值產(chǎn)品、服務(wù)嗎？Do your customers understand the value you can provide them? 你的客戶(hù)了解你能提供什么

9、價(jià)值嗎？ When you educate your customers, you shall see your profits soar (Jay Abraham) 當(dāng)你引導(dǎo)客戶(hù)，你將看見(jiàn)你的盈利大幅度升高 (Jay Abraham)How can you educate your customers?你該如何引導(dǎo)客戶(hù)呢？精選ppt155 Strategies 5個(gè)策略 Simple logic 簡(jiǎn)單邏輯 If customers have unanswered questions about a product, theyre less likely to buy 如果顧客對(duì)某個(gè)產(chǎn)品有疑問(wèn)

10、，他們購(gòu)買(mǎi)的幾率就很低 If you educate your customers, you gain their trust and confidence immediately當(dāng)你客觀地對(duì)顧客進(jìn)行產(chǎn)品、服務(wù)教育，你將贏得他們的信賴(lài) Personal experience 個(gè)人經(jīng)歷 Sampling樣品 Demo示范 Sensory觸覺(jué) Reputation 聲望 Testimonial/ Referral 鑒證、推薦 Guarantee保證精選ppt16精選ppt17此銷(xiāo)售情況是否與你的此銷(xiāo)售情況是否與你的很像？很像？聯(lián)絡(luò)潛在客戶(hù)時(shí)抱著希望進(jìn)行銷(xiāo)售跟進(jìn)并“追蹤”此前在客戶(hù)潛在客戶(hù)躲避你，不

11、回你的電話(huà)沒(méi)有銷(xiāo)售成功，被回絕1.受挫和失望這情況更有效（并感覺(jué)也這情況更有效（并感覺(jué)也很良好）很良好）聯(lián)絡(luò)潛在客戶(hù)時(shí)并不期望能進(jìn)行銷(xiāo)售與客戶(hù)展開(kāi)以客戶(hù)為重點(diǎn)的對(duì)話(huà)建立聯(lián)系，并明確會(huì)面的議程你決定“適合”或“不適合”無(wú)論銷(xiāo)售與否，你都知道了事實(shí)1.你已經(jīng)為未來(lái)的合作建立了聯(lián)系精選ppt18精選ppt19Understanding the Customers Mindset 了解客戶(hù)的心態(tài)Prospecting for the Right Customer 尋覓正確的客戶(hù)精選ppt20“In preparing for battle, I have found plans are useless

12、, but planning indispensable.”在打仗前的準(zhǔn)備階段，我發(fā)現(xiàn)計(jì)劃沒(méi)什么作用，但又是不可缺少的。Dwight D. Eisenhower埃森豪威爾埃森豪威爾(18901969), U.S. general, Republican, politician, president.美國(guó)總統(tǒng)、政治家、共和黨、將軍精選ppt21Sales Opportunity銷(xiāo)售契機(jī): Are There Real Needs是否有有效需求 Cost-Benefit Analysis: for You and For the Customer成本效益分析：對(duì)你及你的顧客進(jìn)行成本效益分析 You

13、r Relationship with Key Players你與主要客戶(hù)的關(guān)系 Time Frame時(shí)間框架 Do they have the Resources Required (e.g. money)他們有沒(méi)有所需資源（如：津費(fèi)） Competitive Forces競(jìng)爭(zhēng)壓力 Other Customer Concerns顧客關(guān)心的其他問(wèn)題 How should you approach, propose and follow through? 你該如何介入、提案及跟進(jìn)？精選ppt22銷(xiāo)售銷(xiāo)售員最重要的資源員最重要的資源Time時(shí)間時(shí)間精選ppt23You can choose to

14、spend time on good prospects; Or waste in on lousy prospects 你可以將時(shí)間用在有質(zhì)你可以將時(shí)間用在有質(zhì)量的目標(biāo)客戶(hù)；也可以耗在爛客戶(hù)身上量的目標(biāo)客戶(hù)；也可以耗在爛客戶(hù)身上精選ppt24Who are your current best customers?你目前的最佳客戶(hù)有哪些？Demographics客戶(hù)背景 What markets do they serve?他們主要針對(duì)什么市場(chǎng)？ What is their corporate culture?他們有怎樣的企業(yè)文化Psychographics客戶(hù)心態(tài) Why do they w

15、ant to buy from you? 他們?yōu)楹芜x擇你？ What are some of the critical buying factors for them? 他們購(gòu)買(mǎi)時(shí)的關(guān)鍵購(gòu)買(mǎi)因素是什么？Who will be your future best customers? 你將來(lái)的最佳客戶(hù)是誰(shuí)呢？ Are there any different from current best customers?他們跟目前的最佳客戶(hù)有區(qū)別嗎？ What are the ways that you can find them?你該如何找到他們？精選ppt25Their Customers 他們的客戶(hù)

16、Others in the same industry其他同行Other Suppliers其他的供應(yīng)商Trade journals/ periodicals行業(yè)雜志/刊物Experts 業(yè)內(nèi)專(zhuān)家Others其他精選ppt26Understanding the Customers Mindset 了解客戶(hù)的心態(tài)Prospecting for the Right Customer尋覓正確的客戶(hù)Making Appointments with Customers 有效地預(yù)約客戶(hù)精選ppt27Whatever it is, it MUST be Valid Business Reason to th

17、e customer!不管你說(shuō)什么，都得帶給客戶(hù)合適商務(wù)不管你說(shuō)什么，都得帶給客戶(hù)合適商務(wù)價(jià)值！價(jià)值！精選ppt28State your Valid Business Reason for your Call, and Get Permission to Ask Questions在會(huì)面的開(kāi)始，我們先與對(duì)方陳述此次會(huì)面的合適商務(wù)理由（當(dāng)客戶(hù)了解你提問(wèn)的用意，他更會(huì)與你合作） “The purpose of my call is to explore ways to better manage your supply chain so that it reduces your costs and

18、 still increase customer satisfaction. Is it OK that I ask you a few questions?.” “今天我跟您交談的目的是探討你們公司是不是能夠更好地管理您的供應(yīng)鏈以降低成本并提高您的客戶(hù)滿(mǎn)意度。你不介意我問(wèn)一些問(wèn)題，了解一下你們公司情況？”精選ppt29The reason impacts the customers concept of what they want to accomplish, resolve, or avoid 影響客戶(hù)對(duì)他們想要實(shí)現(xiàn)，解決或避免的觀念的理由The reason sets your pho

19、ne call as a high priority for the customer客戶(hù)把你的電話(huà)做優(yōu)先考慮的理由 The reason answers the question, “whats in it for me?” for the customer 回答客戶(hù)問(wèn)的“這關(guān)我什么事？”的問(wèn)題The reason is clear, concise and complete理由清晰，簡(jiǎn)練，完整精選ppt30Who do you usually call?你一般約誰(shuí)？Who else can you call?你還能約其他什么人？What makes them DONT want to an

20、swer your call?他們?yōu)槭裁床辉敢庖?jiàn)你？What makes them want to answer your call?他們?yōu)槭裁磿?huì)愿意見(jiàn)你？精選ppt31Understanding the Customers Mindset 了解客戶(hù)的心態(tài)Prospecting for the Right Customer尋覓正確的客戶(hù)Making Appointments with Customers 有效地預(yù)約客戶(hù)Uncovering the Needs and “Pains” of Customers挖掘客戶(hù)的需求與“痛處”精選ppt32精選ppt33Customers dont car

21、e how much you know, until they know how much you care 客戶(hù)不會(huì)考慮你知道多少，直到他們知道你為他們考慮多少“You Must Understand Our Business” Research on what customers expect of sales people conducted with 80,000 customers conducted over 14 years“你必你必須了解我們的商務(wù)營(yíng)運(yùn)須了解我們的商務(wù)營(yíng)運(yùn)” 一項(xiàng)厲行14年，采訪(fǎng)了80,000名客戶(hù)的針對(duì)客戶(hù)對(duì)銷(xiāo)售人員的期望值調(diào)研Sales people who

22、 ask questions tend to be more successful than those who dont Research conducted over 12 years with 35,000 sales people of the leading sales organisations in 23 countries 會(huì)提問(wèn)的銷(xiāo)售員比會(huì)提問(wèn)的銷(xiāo)售員比不提問(wèn)的將獲得更好的業(yè)績(jī)不提問(wèn)的將獲得更好的業(yè)績(jī) 一項(xiàng)厲行12年，歷經(jīng)23個(gè)國(guó)家，采訪(fǎng)了35,000頂尖銷(xiāo)售組織業(yè)務(wù)員的調(diào)研 精選ppt34First, state your Valid Business Reason首先，陳

23、述你的合適商務(wù)理由Then, ask the following types of questions接著提問(wèn)以下: Current-Future States當(dāng)下與預(yù)期的狀況 Highlighting and Intensifying “Pain” Areas挖掘客戶(hù)的 “痛楚” Expected Paybacks/ ROI 所預(yù)期的回報(bào) Associated Risks and Obstacles 相關(guān)的風(fēng)險(xiǎn)與障礙 Provide Assurance 安撫他們的憂(yōu)慮精選ppt35Every potential new sale is a change for customers每個(gè)新的銷(xiāo)售

24、單子對(duì)客戶(hù)來(lái)說(shuō)是一種改變Customers will have some expectations on how they will want to benefit if they were to make a purchase 顧客會(huì)對(duì)將要購(gòu)買(mǎi)的產(chǎn)品益處抱有一定的期待When customers are not sure about what their future state is, they may be the wrong person to talk to, or they may not have a clear buying need當(dāng)顧客對(duì)預(yù)期的狀況不確定或他沒(méi)有明確的購(gòu)買(mǎi)需

25、求，那么你可能找錯(cuò)人了 精選ppt36What will happen if nothing is done?如果什么都不做的話(huà)會(huì)怎樣？What will happen if they buy from an inferior supplier?如果跟次級(jí)的供應(yīng)商買(mǎi)會(huì)怎樣？ What will happen if the product is of a lower quality?如果產(chǎn)品質(zhì)量低劣會(huì)怎樣？ What will happen if it takes much longer to ship?如果送貨時(shí)間過(guò)長(zhǎng)會(huì)怎樣？ What if the after-sales service/

26、maintenance is not but to expectations?如果售后服務(wù)或維修比預(yù)期的低許多會(huì)怎樣？Customers with weaker “pain” issues may be less likely to buy 痛楚比較少的客戶(hù)購(gòu)買(mǎi)意識(shí)比較薄弱精選ppt37What will be the biggest monetary benefit if the customer buys from you?客戶(hù)在購(gòu)買(mǎi)你的產(chǎn)品后能得到哪方面的實(shí)質(zhì)性好處？What will be the biggest non-monetary benefit if the customer

27、 buys from you?客戶(hù)在購(gòu)買(mǎi)你的產(chǎn)品后能得到哪方面的非實(shí)質(zhì)性好處？How can you prove it？你將如何向他們證明？精選ppt38Will your customer be concerned with:你的客戶(hù)是否會(huì)有以下顧慮： Buying from you for the first time?是否第一次向你購(gòu)買(mǎi)？ Buying new high-value items for the first time?是否第一時(shí)間購(gòu)買(mǎi)高新技術(shù)項(xiàng)目？ Possible product/ service failures, defects or delays?產(chǎn)品或服務(wù)是否有缺

28、陷、會(huì)失敗的或送貨延遲？ Poor feedback and response from senior management?高層管理的負(fù)面反饋、反應(yīng) Poor feedback and response from end users?使用者的負(fù)面反饋、反應(yīng)精選ppt39What kinds of assurances do your customers need?你需要給你的客戶(hù)排除哪方面的顧慮？Who else in your customers organisation need assurances as well? 除了你的客戶(hù)本身，你還要給他們公司的哪些人排除顧慮？What alt

29、ernative assurances can you provide?你能提供哪些“擔(dān)?！?？精選ppt40Understanding the Customers Mindset 了解客戶(hù)的心態(tài)Prospecting for the Right Customer尋覓正確的客戶(hù)Making Appointments with Customers 有效地預(yù)約客戶(hù)Uncovering the Needs and “Pains” of Customers挖掘客戶(hù)的需求與“痛楚”P(pán)resenting Your Solution提出你的方案精選ppt41Have you found out what ar

30、e the roles of everybody in the customers team?你有沒(méi)有找出對(duì)方各個(gè)成員的角色？If not, have you clarified why are they interested in your solution?如果還沒(méi)有，你有沒(méi)有澄清他們?yōu)槭裁磳?duì)你的方案感興趣？精選ppt42Background Information about Your Company關(guān)于你公司的背景信息 This is the least helpful to sales, but is a necessity 在整個(gè)銷(xiāo)售環(huán)節(jié)里醉起不了作用，但是個(gè)必備話(huà)題 Spend

31、the least time on this aspect 在這方面盡可能用最少的時(shí)間Feature Your Main Selling Points and How it Benefits Your Client 向客戶(hù)呈現(xiàn)你的產(chǎn)品特征、優(yōu)勢(shì)，并讓他了解對(duì)他有什么益處/ 價(jià)值For Every Selling Point, Ask a Confirmation Question to Get Clients Agreement 在呈現(xiàn)每個(gè)賣(mài)點(diǎn)的時(shí)候，提出一個(gè)確認(rèn)式的提問(wèn)，博取客戶(hù)的認(rèn)同精選ppt43Background Information背景信息: “We are founded in

32、19xx, and have served n number of customers worldwide” “我們是19xx年創(chuàng)立的，并在全球擁有n個(gè)客戶(hù)”Featuring Your Main Selling Points 體現(xiàn)你的賣(mài)點(diǎn): “With this new system, you can reduce turnaround time in half, and at the same time improve customer satisfaction” “這個(gè)系統(tǒng)將讓你減少一半的生產(chǎn)時(shí)間，并同時(shí)改善客戶(hù)滿(mǎn)意度”Getting Confirmation 博取認(rèn)同: “Is thi

33、s one way that might help you in your business?.”“這是不是能幫你提高業(yè)績(jī)的方法之一？”精選ppt44Understanding the Customers Mindset 了解客戶(hù)的心態(tài)Prospecting for the Right Customer尋覓正確的客戶(hù)Making Appointments with Customers 有效地預(yù)約客戶(hù)Uncovering the Needs and “Pains” of Customers挖掘客戶(hù)的需求與“痛楚”P(pán)resenting Your Solution提出你的方案Finding Out

34、the Decision Making Structures, and the People Behind the Scenes了解客戶(hù)的決策過(guò)程，以及幕后勢(shì)力精選ppt45為什么要在客戶(hù)的公司聯(lián)絡(luò)至少兩個(gè)人？精選ppt46In a survey of Winning Sales Organisations by Miller Heiman: 65% of all complex sales will require sales people to contact 3-5 people in the customers organisation before the sale is close

35、d 65%的銷(xiāo)售是要銷(xiāo)售員在簽單以前與客戶(hù)團(tuán)隊(duì)中的3-5個(gè)人打交道 34% will need to contact 6 or more people 34%需與6人或以上打交道Relationships that rely on one person is very vulnerable. Why？與一個(gè)人建立關(guān)系是非常脆弱的。為什么？精選ppt47More departments are getting involved in the buying process due to increasing complexity更多的部門(mén)加入到購(gòu)買(mǎi)的過(guò)程中，使其變得更復(fù)雜Top managemen

36、t is also increasingly more actively involved in the buying process高級(jí)管理層也積極介入購(gòu)買(mǎi)過(guò)程Customers are getting very knowledgeable about sellers products, services and capabilities 客戶(hù)越來(lái)越了解銷(xiāo)售人員的產(chǎn)品，服務(wù)和性能Customers want to avoid risks客戶(hù)想要避免風(fēng)險(xiǎn)精選ppt486 Questions to Ask Before You Close 在你跟在你跟客戶(hù)接單之前所需提出的客戶(hù)接單之前所需提出的

37、6道提問(wèn)道提問(wèn):After all we have discussed so far, which part do you feel is most helpful?在我們所探討的事項(xiàng)中，你覺(jué)得哪方面對(duì)你最重要？Besides yourself, who else will you consult with regards to making such decisions?除了你本身，你還會(huì)參考那些同事的意見(jiàn)來(lái)做決策呢？Which aspects do you think are most helpful to your colleagues?你覺(jué)得哪方面對(duì)你的同時(shí)最有幫助呢？i.What w

38、ould you like to see in my proposal? 如果我給你份計(jì)劃書(shū)，你想看到些什么呢？精選ppt49As the proposal shall cover many aspects, we wont be able to explain everything clearly on a few pages. Do you think we can have a meeting at 10:00AM next Wednesday so that I can explain the content to you and you can provide me with you

39、r feedback? Is that ok with you? 因?yàn)槲覀冋劻撕芏喾矫娴男畔ⅲo你建議的方案也將會(huì)是多方面的。因此，單憑幾張紙，可能表達(dá)不清。你看我們是不是可以下周三上午10點(diǎn)會(huì)個(gè)面，讓我跟你解釋里面內(nèi)容，也讓你直接向我提出你的意見(jiàn)，好嗎？Since you will be consulting with your colleagues opinions, would like to invite them for our discussion? 既然你在這方面會(huì)參考你的同事的意見(jiàn)，到時(shí)候能不能順便順便請(qǐng)他過(guò)來(lái)一下呢？精選ppt50The Decision Maker 決策者T

40、he Fault Finder挑毛病者The Gatekeeper擋門(mén)者The User 使用者The Sherpa/ Guide 引路者精選ppt51Buying to Spur Growth刺激增長(zhǎng)Buying to Solve a Big, Current Problem解決棘手的問(wèn)題So-So, Not Much Motivation to Buy不好不壞，對(duì)你的產(chǎn)品可有可無(wú)Over Confident, No Reason to Buy at All 過(guò)于自信，完全沒(méi)有購(gòu)買(mǎi)的必要In ALL Big Selling, theres ALWAYS official and person

41、al motivations for each player 精選ppt52Who has ownership of the project? 誰(shuí)是這個(gè)項(xiàng)目由誰(shuí)主管？The level of project prioritisation 項(xiàng)目緩急程度Organisation/ strategy alignment 組織/策略合作Staffing/ implementation plan 員工/ 執(zhí)行計(jì)劃Financial approval 財(cái)務(wù)批準(zhǔn)精選ppt53Solution approval方案批準(zhǔn)Legal/ contract approval 法律/ 合約批準(zhǔn)Who are the r

42、ecommended vendors? 誰(shuí)是受推薦的賣(mài)方？Final approval最后批準(zhǔn)The final obstacle: the Procurement department最后一關(guān)：采購(gòu)部門(mén)精選ppt54Increase Revenue增加收入Reduce Costs 降低價(jià)格Improve Asset Utilisation增加資產(chǎn)運(yùn)用精選ppt55Achievement 成就Relationships 關(guān)系Reputation聲望Career Advancement仕途Leisure 悠閑Money金錢(qián)Interesting Work工作上的樂(lè)趣精選ppt56Earnings

43、 盈利Growth增長(zhǎng)率Stock PerformanceMarket Share市場(chǎng)占有率Strategic Advantage戰(zhàn)略管理Quality質(zhì)量Asset Management資產(chǎn)管理Risk Management風(fēng)險(xiǎn)管理Regulatory Compliance規(guī)章條例Branding品牌Corporate Values and Culture組織價(jià)值和文化精選ppt57Think of a deal you have previously won/ lost that involves multiple decision making players 設(shè)想你曾成功（或不成功）接

44、單，而又需要多人決策的客戶(hù) How many people have you communicated with? 你跟對(duì)方企業(yè)的多少人進(jìn)行過(guò)溝通？ What are their influence level from 0-10從0-10的影響程度 Who are the Decision Maker, Fault Finder, Gatekeeper, Users and Sherpas? 對(duì)方誰(shuí)是決策者、挑毛病者、擋門(mén)者、使用者及引導(dǎo)者？ What were their official and personal motivations to buy from you? 他們跟你購(gòu)買(mǎi)的在

45、公、在私的動(dòng)機(jī)是什么？ Do they support you or are they against you? 他們是否支持還是抗拒你？ What are their reasons for doing so? 他們?yōu)槭裁磿?huì)這樣做？ What else do you feel you should have done? 你覺(jué)得你哪方面該做的沒(méi)做？精選ppt58How can you identify the supporters in your customers organisation? 你該如何發(fā)掘客戶(hù)組織里的支持、擁護(hù)者？Ask your supporters to讓你的支持者: P

46、rovide information提供信息 Advise you on their internal decision making procedures使你了解對(duì)方內(nèi)部的決策過(guò)程 Say a few nice words to the main Decision Maker 給最終決策者吹吹耳邊風(fēng)精選ppt59How can you identify the opposition in your customers organisation? 你將如何發(fā)掘客戶(hù)組織里的抗拒著？Ways to deal with the opposition如何應(yīng)對(duì)抗拒著: Resolve any confl

47、icts with them 化解沖突 Assure them they will not lose out if their company buys from you給于保證 Get help from your supporters to reduce the oppositions influence設(shè)法降低他們的音響力精選ppt60Understanding the Customers Mindset 了解客戶(hù)的心態(tài)Prospecting for the Right Customer尋覓正確的客戶(hù)Making Appointments with Customers 有效地預(yù)約客戶(hù)Un

48、covering the Needs and “Pains” of Customers挖掘客戶(hù)的需求與“痛楚”P(pán)resenting Your Solution提出你的方案Finding Out the Decision Making Structures, and the People Behind the Scenes了解客戶(hù)的決策過(guò)程，以及幕后勢(shì)力Effective Follow Through and Closing 有效地跟進(jìn)及簽單精選ppt61Usual Way of Follow Through 一般跟進(jìn)的方法: “What do you think of our proposal

49、? Would you like to sign up now?” “你覺(jué)得我們的計(jì)劃書(shū)怎樣？你現(xiàn)在能簽單嗎？” “How long more do you need to consider?”“你還需要考慮多久？”精選ppt62Better Suggestions更好的建議: Focus on the Common Ground established early in the sales appointment 專(zhuān)注在你們雙方之前達(dá)成的共識(shí) Summarise the sales meeting, highlighting their “pain” issues, and ways we

50、can help 簡(jiǎn)單總結(jié)上次銷(xiāo)售會(huì)議，提醒他們的“痛楚”以及我們能提供的方案 Seek to understand their decision making structure, and the level of influence of each player盡量了解他們決策過(guò)程以及每個(gè)角色的影響力 For complex sales, seek to meet more characters from the clients company, and understand each of their buying motivations 如果銷(xiāo)售情況復(fù)雜，盡可能了解對(duì)方更多的角色，及其

51、購(gòu)買(mǎi)動(dòng)機(jī)精選ppt63How to Ask for the Order怎樣讓對(duì)方簽單: “What do you say we should do next?/ How shall we proceed from here?”“你覺(jué)得我們下一步該怎么做呢？” “If you were to use our services, when do you think is the best time. Why?”“如果你會(huì)用到我們的服務(wù)，你覺(jué)得什么時(shí)候最合適呢？為什么？” “If you were to use our products, how do you want to use them?”“

52、如果你會(huì)用到我們的產(chǎn)品，你會(huì)怎么用它？” “Would you like to give it a try?”“你想先拿來(lái)試試嗎？”精選ppt64How to Ask for the Order怎樣讓對(duì)方簽單: “What do you say we should do next?/ How shall we proceed from here?”“你覺(jué)得我們下一步該怎么做呢？” “If you were to use our services, when do you think is the best time. Why?”“如果你會(huì)用到我們的服務(wù)，你覺(jué)得什么時(shí)候最合適呢？為什么？” “I

53、f you were to use our products, how do you want to use them?”“如果你會(huì)用到我們的產(chǎn)品，你會(huì)怎么用它？” “Would you like to give it a try?”“你想先拿來(lái)試試嗎？”精選ppt65A sale is not completed until you ask for referrals 直到你請(qǐng)求獲得推薦時(shí)，銷(xiāo)售才真正結(jié)束Referred leads are the easiest to close 通過(guò)他人推薦的客戶(hù)是最好的銷(xiāo)售對(duì)象You close twice faster on referrals 他人

54、的推薦能使你業(yè)績(jī)翻倍Eg. if we are happy with a product, we tell our friends about it例如，如果滿(mǎn)意一種產(chǎn)品， 我們會(huì)將之推薦給我們的朋友 精選ppt66Understanding the Customers Mindset 了解客戶(hù)的心態(tài)Prospecting for the Right Customer尋覓正確的客戶(hù)Making Appointments with Customers 有效地預(yù)約客戶(hù)Uncovering the Needs and “Pains” of Customers挖掘客戶(hù)的需求與“痛楚”P(pán)resentin

55、g Your Solution提出你的方案Finding Out the Decision Making Structures, and the People Behind the Scenes了解客戶(hù)的決策過(guò)程，以及幕后勢(shì)力Effective Follow Through and Closing 有效地跟進(jìn)及下單Effective Negotiations and Objections Handling有效地協(xié)商及如何應(yīng)付反對(duì)意見(jiàn)精選ppt672 or more parties negotiate because each wants to have MORE than what the o

56、ther is offering 雙或多方協(xié)商是因?yàn)樗Ｍ麖膶?duì)方手上得到更多好處2 or more parties negotiate because they both believe that they can get a better deal than if they dont雙或多方協(xié)商是因?yàn)樗麄兌紙?jiān)信協(xié)商能比不協(xié)商帶來(lái)更多益處精選ppt68Best Alternative to a Negotiated Agreement談判協(xié)議的最佳替代方案精選ppt69What is your BATNA? 你的BATNA是什么？What are your objectives? 你協(xié)商的目標(biāo)

57、有哪些？What are you prepared to give? 你能夠給于什么？How can you find out more information? 你該怎樣找到更多的信息？What is our common ground? 雙方的共識(shí)是什么？How do you intend to educate your customer about your value? 你該怎樣引導(dǎo)對(duì)方認(rèn)可你的價(jià)值？At what point should you walk away? 你什么時(shí)候該放棄談判？What is your customers BATNA? 對(duì)方的BATNA又是什么？What

58、 are your customers needs, wants and concerns? 對(duì)方有什么需求及顧忌？What happens if your customer does nothing? 如果對(duì)方按兵不動(dòng)，你會(huì)怎么做？What are their priorities? 他們最關(guān)注哪些事？精選ppt70Objections happen at ALL stages of the sale客戶(hù)反對(duì)意見(jiàn)無(wú)時(shí)不在，隨時(shí)都有 The key to successful selling is to avoid objections, not to handle them as they

59、arise成功的銷(xiāo)售模式是避免反對(duì)意見(jiàn)，而不是遇到反對(duì)意見(jiàn)才兵力將擋Framework of handing objections處理反對(duì)意見(jiàn)的方式Empathise (But not to agree with)體恤對(duì)方（但不是同意對(duì)方的立場(chǎng)）Clarify澄清對(duì)方的看法Agreement to an Action解決反對(duì)意見(jiàn)精選ppt71When customers raise objections, DONT confront or argue with them, otherwise you will only get embroiled in an argument with the

60、m客戶(hù)提出任何意見(jiàn)，都不能直接反駁，否則只會(huì)跟客戶(hù)發(fā)生爭(zhēng)執(zhí)“I understand what you mean”“我明白你的意思”“I understand how you feel” “我了解你的感受”“Im glad you bring that up!”“我非常高興你提起這件事！”精選ppt72The meaning of the words they say vs. what they REALLY mean澄清對(duì)方所說(shuō)的虛實(shí) Unfair comparisons不公平的對(duì)比 Delay tactics拖延的舉動(dòng) Give and take strategy討價(jià)還價(jià)“Whom did