銷售新科學(xué)-如何邁向銷售的顛峰

1、I N T E R N A T I O N A LThe New SCIENCE of SELLING銷售新科學(xué)如何邁向銷售的顛峰How to Be a Sales Championin the 21st CenturyTom Hopkins1The Five Steps In The Learning Process學(xué)習(xí)的五大步驟Step 1: Impact第一步:感悟Consciously hearing, writing, reading and saying the techniques.有意識(shí)的聽,寫,讀還有說2The Five Steps In The Learning Proce

2、ss學(xué)習(xí)的五大步驟Step 2: Repetition第二步：重復(fù)You must hear, write, read, and say the techniques six times to get 62% retention.你必須重復(fù)次的聽，寫，讀和說才能記住的學(xué)習(xí)內(nèi)容3The Five Steps In The Learning Process學(xué)習(xí)的五大步驟 Step 3: Utilization第三步：使用Consciously making myself use the techniques.有意識(shí)的使用所學(xué)的技巧4The Five Steps In The Learning Pr

3、ocess學(xué)習(xí)的五大步驟Step 4: Internalization第四步：深化When the techniques and strategies are transferred to my product, then they become a natural part of me.讓所學(xué)成為自我自身的一部分5The Five Steps In The Learning Process學(xué)習(xí)的五大步驟Step 5: Reinforcement第五步：強(qiáng)化Going back to basics once every year.每年至少一次的基礎(chǔ)復(fù)習(xí)6Example: Tom, obviou

4、sly you have a reason for saying that. Would you mind sharing it with me?舉例：湯姆，你這樣說一定很有道理，請問介不介意和我們分享一下呢？7 Working On Your Personality從自己的性格著手A. The five main characteristics of the interested introvert:被動(dòng)型內(nèi)向者才大特征1.Low key低調(diào).8 Working On Your Personality 從自己的性格著手A. The five main characteristi

5、cs of the interested introvert:被動(dòng)型內(nèi)向者才大特征1.Low key低調(diào)2.Soft spoken輕聲細(xì)語 Working On Your Personality 從自己的性格著手A. The five main characteristics of the interested introvert:被動(dòng)型內(nèi)向者才大特征1.Low key低調(diào)2.Soft spoken輕聲細(xì)語3.Conservative dress保守衣著10 Working On Your Personality從自己的性格著手A. The five main character

6、istics of the interested introvert:被動(dòng)型內(nèi)向者才大特征1.Low key 低調(diào)2.Soft spoken 輕聲細(xì)語3.Conservative dress保守穿著4.Willing to give up 被動(dòng)交談 control in conversation5.11 Working On Your Personality 從自己的性格著手A. The five main characteristics of the interested introvert: 被動(dòng)型內(nèi)向者的5大特征1.Low key 低調(diào)2.Soft spoken 輕聲細(xì)語3.Conser

7、vative dress 保守穿著4.Willing to give up被動(dòng)交談 control in conversation5.Good listener 聆聽者12 Working On Your Personality 從自己的性格著手B. The five main characteristics of the interesting extrovert: 主動(dòng)外向者的5大特征1.Perceived as aggressive意志堅(jiān)強(qiáng)2.3.4. 5.13 Working On Your Personality 從自己的性格著手B. The five main characteri

8、stics of the interesting extrovert:主動(dòng)型外向者的5大特征1.Perceived as aggressive 意志堅(jiān)強(qiáng)2.Poor or flamboyant dress穿著隨便3. 4.5.14 Working On Your Personality 從自己的性格著手B. The five main characteristics of the interesting extrovert:主動(dòng)外向型的5大特征1.Perceived as aggressive 意志堅(jiān)強(qiáng)2.Poor or flamboyant dress 衣著隨便3.Talks too muc

9、h, listens 愛說不愛聽 too little4.5.15 Working On Your Personality從自己的性格著手B. The five main characteristics of the interesting extrovert:主動(dòng)型外向者的5大特征1.Perceived as aggressive 意志堅(jiān)強(qiáng)2.Poor or flamboyant dress 穿著隨便3.Talks too much, listens 愛說不愛聽 too little4.Wants to keep focus of 愛談自己 conversation on self5.16

10、Working On Your Personality從自己的性格著手B. The five main characteristics of the interesting extrovert: 主動(dòng)外向型的5大特征1.Perceived as aggressive 意志堅(jiān)強(qiáng)2.Poor or flamboyant dress 穿著隨便3.Talks too much, listens 愛說不愛聽 too little4.Wants to keep focus of 愛談自己conversation on self5.Tends to be pushy 有點(diǎn)霸道17Your number on

11、e goal is to have people like you, trust you, and want to listen to you.你的第一大目標(biāo)就是要讓別人喜歡你, 信任你, 希望聽你講話18Verbal Blocking語言的障礙1. Cost or Price費(fèi)用 或 價(jià)格19Verbal Blocking語言的障礙1. Cost or Price費(fèi)用或價(jià)格TOTAL INVESTMENT總投資20Verbal Blocking語言的障礙2. Down Payment定金21Verbal Blocking語言的障礙2. Down Payment定金INITIAL INVEST

12、MENT初步投資22Verbal Blocking語言的障礙3. Monthly Payment月付款23Verbal Blocking語言的障礙3. Monthly Payment月付款MONTHLY INVESTMENT月投資額24Verbal Blocking語言的障礙4. Contract合同25Verbal Blocking語言的障礙4. Contract合同PAPERWORK AGREEMENT書面手續(xù)/協(xié)議26Verbal Blocking語言的障礙5. Buy購買27Verbal Blocking語言的障礙5. Buy購買OWN擁有28Verbal Blocking語言的障礙6

13、. Sell or Sold銷售或者賣出29Verbal Blocking語言的障礙6. Sell or Sold銷售或者賣出GET THEM INVOLVED讓他們參與30Verbal Blocking語言的障礙7. Objections拒絕31Verbal Blocking語言的障礙7. Objections拒絕AREAS OF CONCERN關(guān)注的層面32Verbal Blocking語言的障礙8. Sign簽約 33Verbal Blocking語言的障礙8. Sign 簽約OK, APPROVE,同意 AUTHORIZE,授權(quán) ENDORSE確認(rèn)34Verbal Blocking語言

14、的障礙9. Deal買賣 35Verbal Blocking語言的障礙9. Deal 買賣 OPPORTUNITY,機(jī)會(huì) TRANSACTION交易36Verbal Blocking語言的障礙10. Pitch 介紹37Verbal Blocking語言的障礙10. Pitch說明 PRESENTATION介紹38Verbal Blocking語言的障礙11. Problem 問題 39Verbal Blocking語言的障礙11. Problem問題 CHALLENGE挑戰(zhàn)40Verbal Blocking語言的障礙12. Customer客戶 41Verbal Blocking語言的障礙1

15、2. Customer 客戶 PEOPLE WE SERVE服務(wù)對(duì)象42Verbal Blocking語言的障礙13. Prospect 準(zhǔn)客戶 43Verbal Blocking語言的障礙13. Prospect 準(zhǔn)客戶 FUTURE CLIENT未來用戶44Verbal Blocking語言的障礙14. Appointment 約會(huì)45Verbal Blocking語言的障礙14. Appointment約會(huì) VISIT拜訪POP BY AND VISIT順便拜訪4647 Personality Types Of Buyers 客戶的性格種類A. Believing Bart信任型B. C

16、. D. E. 48 Personality Types Of Buyers 客戶的性格種類A. Believing Bart信任型B. Evasive Ed躲避型C. D. E. 49 Personality Types Of Buyers 客戶的性格種類A. Believing Bart信任型B. Evasive Ed躲避型C. Griping Greg抱怨型D. E. 50 Personality Types Of Buyers 客戶的性格種類A. Believing Bart信任型B. Evasive Ed躲避型C. Griping Greg抱怨型D. Anna List挑剔型E. 5

17、1 Personality Types Of Buyers 客戶的性格種類A. Believing Bart信任型B. Evasive Ed躲避型C. Griping Greg抱怨型D. Anna List挑剔型E. Domineering Donna控制型52 The True Champion Is A Master Questioner And Listener 真正的冠軍是提問和聆聽大師A.Card Trick Analogy撲克把戲1. Its my job to qualify and make the decision.我要核實(shí)條件并作出決定 2. 3. 53 The True

18、Champion Is A Master Questioner And Listener 真正的冠軍是提問和聆聽大師 A.Card Trick Analogy撲克把戲1. Its my job to qualify andmake the decision.我要核實(shí)條件并作出決定2. Every answer must confirm that theyre going ahead.每個(gè)回答一定要更進(jìn)一步3. 54 The True Champion Is A Master Questioner And Listener 真正的冠軍是提問和聆聽大師 A.Card Trick Analogy撲克

19、把戲1. Its my job to qualify andmake the decision.我要核實(shí)條件并作出決定2. Every answer must confirm that theyre going ahead.每個(gè)回答一定要更進(jìn)一步3. If my tactics are sound, they cant fight me. 如果技巧夠好,他們根本無法抵抗5556 The True Champion Is A Master Questioner And Listener真正的冠軍是提問和聆聽大師 a.A reputation for professionalism is impo

20、rtant, isnt it?信譽(yù)對(duì)專業(yè)化程度很重要, 對(duì)不對(duì)啊? 57The True Champion Is A Master Questioner And Listener真正的冠軍是提問和聆聽大師 b.Investing in a quality product makes a lot of sense, doesnt it?任何投資,產(chǎn)品的品質(zhì)非常關(guān)鍵, 是不是啊?58The True Champion Is A Master Questioner And Listener真正的冠軍是提問和聆聽大師 c.This opportunity is exciting, dont you a

21、gree?這個(gè)機(jī)會(huì)非常難得,您一定同意,對(duì)嗎?59The True Champion Is A Master Questioner And Listener真正的冠軍是提問和聆聽大師 a.Isnt a reputation for professionalism important?信譽(yù)難道不就是專業(yè)水準(zhǔn)的重要部分嗎?60The True Champion Is A Master Questioner And Listener真正的冠軍是提問和聆聽大師 b.Doesnt investing in a quality product make a lot of sense?選擇高品質(zhì)產(chǎn)品來投資很

22、重要61The True Champion Is A Master Questioner And Listener真正的冠軍是提問和聆聽大師 c.Dont you agree that this opportunity is exciting?這樣的機(jī)會(huì)很難得,你會(huì)不同意嗎?62630Buyer客戶SALESRESISTANCE100908070605040302010ReduceSalesProfessional銷售專家Sales ResistanceThermometer銷售阻力溫度表640SALESACCEPTANCE100908070605040302010IncreaseSalesP

23、rofessional銷售專家Buyer客戶Sales AcceptanceThermometer銷售阻力溫度表650SALESACCEPTANCE接受程度100908070605040302010IncreasE提高0SALESRESISTANCE銷售阻力100908070605040302010Reduce降底Your Goal目標(biāo) Closed Sale!成交66S al esResistancE銷售阻力10090 Appropriate (合適)80 706050TRUST信任67S al esResistancE銷售阻力10090 Appropriate (合適)80 Intenti

24、on Statement (意愿的聲明)706050TRUST信任68S al esResistancE銷售阻力10090 Appropriate (合適)80 Intention Statement (意愿的聲明)70 Commonality (共同點(diǎn))6050TRUST信任69S al esResistancE銷售阻力10090 Appropriate(合適)80 Intention Statement (意愿的聲明)70 Commonality(共同點(diǎn))60Credibility(可信度)50TRUST信任70S al esResistancE銷售阻力10090 Appropriate(

25、合適)80 Intention Statement (意愿的聲明)70 Commonality(共同點(diǎn))60Credibility(可信度)50 Competency(能力)TRUST信任71SalesResistancE銷售阻力40 Problem Identification 問題鑒定302010 0NEED需求72SalesResistancE銷售阻力40 Problem Identification 問題鑒定30 Discovery 發(fā)現(xiàn) 2010 0NEED需求73SalesResistancE銷售阻力40 Problem Identification 問題鑒定30 Discover

26、y 發(fā)現(xiàn) 20 Qualify 篩選10 0NEED需求74SalesResistancE銷售阻力40 Problem Identification 問題鑒定30 Discovery 發(fā)現(xiàn) 20 Qualify 篩選10 Need Acknowledgement 需要肯定 0NEED需求75SalesResistancE銷售阻力40 Problem Identification 問題鑒定30 Discovery 發(fā)現(xiàn) 20 Qualify 篩選10 Need Acknowledgement 需要確認(rèn) 0 Pact Acknowledgement 協(xié)議確認(rèn)NEED需求76SalesAccepta

27、ncE銷售接受度4030 20 10 0 Product Identification 產(chǎn)品鑒定HELP幫助77SalesAcceptancE銷售接受度4030 20 10 Company Experience 公司的經(jīng)歷 0 Product Identification 產(chǎn)品鑒定HELP幫助78SalesAcceptancE銷售接受度4030 20 Salesperson Expertise 銷售人員的技能10 Company Experience 公司的經(jīng)歷 0 Product Identification 產(chǎn)品鑒定HELP幫助79SalesAcceptancE銷售接受度40 Produc

28、t Features 產(chǎn)品特點(diǎn)30 Third Party Endorsements 第三者認(rèn)證20 Salesperson Expertise 銷售人員的技能10 Company Experience 公司的經(jīng)歷 0 Product Identification 產(chǎn)品鑒定HELP幫助80SalesAcceptancE銷售接受度1009080706050 Presentation演示HURRY趕快81SalesAcceptancE銷售接受度10090807060 Three Option Close 三項(xiàng)選擇成交法50 Presentation演示HURRY趕快82SalesAcceptanc

29、E銷售接受度100908070 Break the Pact 解除協(xié)議60 Three Option Close 三項(xiàng)選擇成交法50 Presentation演示HURRY趕快83SalesAcceptancE銷售接受度1009080 Trial Summary 嘗試性總結(jié)70 Break the Pact 解除協(xié)議60 Three Option Close 三項(xiàng)選擇成交法50 Presentation演示HURRY趕快84SalesAcceptancE銷售接受度10090 Investment Close 投資式成交80 Trial Summary 嘗試性總結(jié)70 Break the Pac

30、t 解除協(xié)議60 Three Option Close 三項(xiàng)選擇成交法50 Presentation演示HURRY趕快850SALESACCEPTANCE銷售接受度100908070605040302010IncreasE提高0SALESRESISTANCE銷售阻力100908070605040302010ReducE降低Your Goal 你的目標(biāo)Closed Sale!8687Addressing Concerns處理疑慮1. A condition is a valid reason for not going ahead. Commit to accepting only two: n

31、o money or no credit.沒有購買的理由只有兩個(gè): 沒有錢 或者沒有信用 8889Steps to Handling the Final Concern 對(duì)付最終疑慮的步驟Step 1. Hear them out.聽完他們的理由 90Steps to Handling the Final Concern 對(duì)付最終疑慮的步驟Step 1. Hear them out.聽完他們的理由 Step 2. Feed it back.告訴他們你的反饋 91Steps to Handling the Final Concern 對(duì)付最終疑慮的步驟Step 1. Hear them out.

32、聽完他們的理由 Step 2. Feed it back.告訴他們你的反饋 Step 3. Question the concern.對(duì)疑慮提問 92Steps to Handling the Final Concern 對(duì)付最終疑慮的步驟Step 1. Hear them out.聽完他們的理由 Step 2. Feed it back.告訴他們你的反饋 Step 3. Question the concern.對(duì)疑慮提問 Step 4. Answer the concern.回復(fù)疑慮 93Steps to Handling the Final Concern 對(duì)付最終疑慮的步驟Step 1

33、. Hear them out.聽完他們的理由 Step 2. Feed it back.告訴他們你的反饋 Step 3. Question the concern.對(duì)疑慮提問 Step 4. Answer the concern.回復(fù)疑慮 Step 5. Confirm the answer.確認(rèn)回復(fù) 94Steps to Handling the Final Concern 對(duì)付最終疑慮的步驟Step 1. Hear them out.聽完他們的理由 Step 2. Feed it back.告訴他們你的反饋 Step 3. Question the concern.對(duì)疑慮提問 Step

34、4. Answer the concern.回復(fù)疑慮 Step 5. Confirm the answer.確認(rèn)回復(fù) Step 6. By the way.順便說一下 95Anatomy Of A Close成交的剖析A.The highest paid sales champions develop their own closing style.收入最高的銷售冠軍開發(fā)自己的成交風(fēng)格96 Anatomy Of A Close成交的剖析 B.The definition of closing The art of establishing rapport, qualifying, presen

35、ting, handling areas of concern, and then creating a symphony of words and actions that emotionally build and culminate with a win-win final agreement.成交的定義:是一門藝術(shù),旨在于通過建立親和,不斷篩選,演示講解,處理疑慮,然后再有機(jī)結(jié)合系列言語和行為來感性的創(chuàng)造營建一種雙贏的協(xié)議97 Anatomy Of A Close 成交的剖析 1.You must earn the right to close the sale. 你必須贏得成交的資格

36、 9899 Anatomy Of A Close 成交的剖析 3.What are the communication tools of a Champion Closing Specialist? 成交冠軍的溝通工具是什么?a.Words 言語b.c.d.100 Anatomy Of A Close 成交的剖析 3.What are the communication tools of a Champion Closing Specialist? 成交冠軍的溝通工具是什么?a.Words 言語b.Visual Aid視覺性輔助材料 c.d.101 Anatomy Of A Close 成交的

37、剖析 3.What are the communication tools of a Champion Closing Specialist? 成交冠軍的溝通工具是什么?a.Words 言語b.Visual Aid視覺性輔助材料 c.Proof testimonial letters 客戶見證信函 d.102 Anatomy Of A Close 成交的剖析 3.What are the communication tools of a Champion Closing Specialist? 成交冠軍的溝通工具是什么?a.Words 言語b.Visual Aid視覺性輔助材料 c.Proof

38、 testimonial letters 客戶見證信函 d.Facial expressions面部表情103 Anatomy Of A Close 成交的剖析 1.Smile微笑.104 Anatomy Of A Close 成交的剖析 1.Smile微笑2.Eye contact 視覺交流 3. 4.5.105 Anatomy Of A Close 成交的剖析 1.Smile微笑2.Eye contact 視覺交流 3. Nodding點(diǎn)頭 4.5.106 Anatomy Of A Close 成交的剖析 1.Smile微笑2.Eye contact 視覺交流 3. Nodd

39、ing點(diǎn)頭 4.Looks of concern關(guān)懷的眼神 5.107 Anatomy Of A Close 成交的剖析 1.Smile微笑2.Eye contact 視覺交流 3. Nodding點(diǎn)頭 4.Looks of concern關(guān)懷的眼神 5.Looks of understanding 理解的目光108 Anatomy Of A Close 成交的剖析 e.touching觸摸f. g.109 Anatomy Of A Close 成交的剖析 e.touching觸摸f. Voice聲音g.110 Anatomy Of A Close 成交的剖析 e.touching觸摸f. V

40、oice聲音g.positive, emotionally-charged words正面積極感性的話語 111112Anatomy Of A Close成交的剖析 C.The final closing sequence begins one of three ways.最終成交的三種啟動(dòng)方式1.The buyer asks you a porcupine type of question.當(dāng)對(duì)方提了豪豬式問題It is a question that says, “We want the product.” You answer it with a question and move to

41、 your paperwork by saying, “Let me make a note of that.”如果他們問題的含義是“我們是想要這個(gè)產(chǎn)品”,那你就用問題去回答,然后直接一邊動(dòng)筆一邊說:”讓我記下來”113114Anatomy Of A Close 成交的剖析 D.Ask a reflex question to move onto the paperwork.問一個(gè)其他問題來開始填購買表1. The date日期2. Correct spelling of name 名字的準(zhǔn)確寫法3.Middle initial 名字的中間部分115116Anatomy Of A Close成

42、交的剖析 F.Whenever you ask the final closing question you must shut up!再問了最后的成交問題后,大家一定要閉嘴!117118 Powerful Closing Strategies有效的成交策略Close #1: The “I Want to Think it Over” Close1.”我要想一下”式成交法If you have done everything previously taught, it should only be a stall. The reason this stall eliminates a clos

43、ed sale is that phrase is almost like a ghost. 如果你每件事都是按照剛才所講去做的話,那這只會(huì)是一個(gè)停頓而已. 這樣的停頓?119120 Your Key to Enthusiasm 激情的關(guān)鍵A. Clearly defined goals明確的目標(biāo)121 Your Key to Enthusiasm激情的關(guān)鍵 B. Four areas of goal setting 目標(biāo)設(shè)定的4大領(lǐng)域 1. FINANCIAL INDEPENDENCE 經(jīng)濟(jì)自由 2. 3. 4. 122 Your Key to Enthusiasm激情的關(guān)鍵 B. Four

44、 areas of goal setting 目標(biāo)設(shè)定的4大領(lǐng)域 1. FINANCIAL INDEPENDENCE 經(jīng)濟(jì)自由 2. EMOTIONAL STABILITY 情感上的超越 3. 4. 123 Your Key to Enthusiasm激情的關(guān)鍵 B. Four areas of goal setting 目標(biāo)設(shè)定的4大領(lǐng)域 1. FINANCIAL INDEPENDENCE 經(jīng)濟(jì)自由 2. EMOTIONAL STABILITY 情感上的超越 3. PHYSICAL FITNESS 健康的體魄 4. 124 Your Key to Enthusiasm激情的關(guān)鍵 B. Four areas of goal setting