如何處理客戶異議課件

如何處理客戶異議如何處理客戶異議1OBJECTIONHANDLING處理異議Weexpectto課程目標(biāo):Haveacommonunderstandingofwhatisan“Objection”理解什么是“異議”HaveaclearpathtomanageanObjection清楚如何處理異議BeawareofwhypeopleraiseObjections明白為什么會(huì)產(chǎn)生異議BeawareoftheprofilesofwhoraiseObjections了解有那些人會(huì)提出異議？Whendotheymakeit什么時(shí)候會(huì)提出異議？Beawareofthebenefitsofquestioninginobjectionhandling了解處理異議時(shí)提問的好處Beawareoftheimportanceofhavingobjectionsduringthesalescampaign了解在銷售活動(dòng)中處理異議的重要性O(shè)BJECTIONHANDLING處理異議WeexpecOBJECTIONHANDLINGAfterthissessionyoushouldbeableto課程結(jié)束后你能夠:Understandandapplyapropertechniquetohandleobjections(youwillneedtopracticeonyourown)掌握處理異議的技巧（平時(shí)自己也需要多練習(xí)）Beawareoftheimportanceofquestioningskills/listeningskills知道提問/聆聽技巧的重要性SimulateascenarioinwhichyouhandleaCustomerObjection模擬一個(gè)如何處理客戶異議的情景OBJECTIONHANDLINGAfterthissWhydopeopleobject?為什么人們提出異議90%ofthetime:90%的情況是因?yàn)椋篎ear,Doubt,Skepticism害怕，擔(dān)心，懷疑Needmoreinformation需要更多信息Solutionunclear產(chǎn)品/方案不明確PresentationUnclear你的陳述不夠清楚Youdidnotlisten你自己沒認(rèn)真聽Customerdidnotlisten客戶沒認(rèn)真聽Youdidnotqualify你不稱職Benefitsdon’toutweighCosts/Risks效果達(dá)不到期望值Whydopeopleobject?為什么人們提出異Whydopeopleobject?為什么人們提出異議10%ofthetimebecausetheyare:剩下的10%在于：Enemies!=CompetitorsChampions!敵人=競(jìng)爭(zhēng)對(duì)手的Champions!Whydopeopleobject?為什么人們提出異議WhatisanObjection?什么是異議？AGREATOPPORTUNITY…………!很好的機(jī)會(huì)。。。！Objectionmeansinterest!異議意味著感興趣！WhatisanObjection?什么是異議？AGWhatisanObjection?什么是異議？Excellentopportunitytoeducatethecustomer教育客戶的絕佳機(jī)會(huì)Theyallowyoutobuildcredibility建立個(gè)人信譽(yù)的機(jī)會(huì)Demonstratecustomer’sinterest(atleast,sensitivity)buyingsignals表示出客戶的購買信號(hào)或興趣DetermineyourpositioninSalesCycle判斷你在這個(gè)銷售過程中的位置Naturalpartofthebuyingprocess購買過程中很自然要發(fā)生的

ObjectionsareveryrevealingofDecisioncriteria,powerchart,personalwin,competition揭示了決策標(biāo)準(zhǔn)，權(quán)力圖，個(gè)人影響力等等allowtoGetnextsteps幫助邁向下一步allowtoQualifypeople幫助識(shí)別客戶Allowtodefinedecisioncriteriaanddecisionprocess幫助確認(rèn)決策標(biāo)準(zhǔn)，流程AnopportunitytodifferentiateT3fromthecompetition把TD和其他競(jìng)爭(zhēng)產(chǎn)品區(qū)分開的一個(gè)機(jī)會(huì)WhatisanObjection?什么是異議？Whatisanobjection什么是異議？ThisiswhyObjectionsrevealalotaboutcustomer這就是為什么異議揭示了客戶的很多信息Thisisa“wellobjectionhandled”Customer這是一個(gè)“異議處理的很好”的客戶（坦誠相見了）Whatisanobjection什么是異議？ThiRemember!切記！Peoplegenerallydon’tdeliberatelylie.人們一般不會(huì)故意撒謊Peoplearegenerallyingoodfaith.人們普遍都比較善意Sometimetheyonlyomittotellallthedetailsbecausewedonotlistentothem.有些時(shí)候他們不愿透露更多細(xì)節(jié)是因?yàn)槲覀儧]有認(rèn)真聆聽。Remember!切記！PeoplegenerallydOBJECTIONHANDLING處理異議

HandlingObjections,SalesPeopleoften處理異議的時(shí)候，銷售人員會(huì)經(jīng)常：Askwithnoaim(Notprepared)沒有目標(biāo)的詢問（沒有準(zhǔn)備好）Askinaccurately!(linguisticproblems)問的過于寬泛（語言表達(dá)問題）Donotask!(Afraid)不去問（害怕）Donotlistentotheanswers(Ikeepgoingmyway)沒有認(rèn)真聽回答（自顧自的）Makemanyassumptions,想當(dāng)然的Donotbuildquestioningonthebasisoftheanswersreceived.(Ikeepgoingmyway)不是基于聽到的回答進(jìn)行發(fā)問（自顧自的）Thinkattheresponseimmediately不假思索的就回答Respondwithoutthinkingwhat“l(fā)ives”behindtheobjection沒有認(rèn)真思考對(duì)方提的異議背后的真實(shí)意思。OBJECTIONHANDLING處理異議HandliOBJECTIONHANDLING處理異議Remember!切記！Focusonthecustomer,notjusttherightanswer.把注意力放在客戶身上，而非為了得到一個(gè)正確的回答EarntheRighttoAdvance.贏得先機(jī)PersuadethroughInvolvement.說服需要依賴客戶充分的參與OBJECTIONHANDLING處理異議RemembeObjectionHandlingProcess異議處理流程Activity活動(dòng):Whyweshouldbeemphatic?為什么要表現(xiàn)出積極的情緒?Whathappensifwerespondimmediately?如果馬上作答會(huì)發(fā)生什么？Howcanwebesurethatwe’rerespondingexactly?我們?cè)趺创_?；卮鸬恼_？Howcanwebesurewe’rerespondingeffectively?我們?cè)趺创_保回答的有效？WhatarethestepsintheObjectionHandlingProcess?異議處理流程有哪些步驟？ObjectionHandlingProcess異議處ObjectionHandlingProcess異議處理流程6steps:ENCOURAGING鼓勵(lì)QUESTIONING提問CONFIRMING確認(rèn)RESPONDING回答CHECKING檢查PROBING-ACTION下一步ObjectionHandlingProcess異議處理Step1–Encourage鼓勵(lì)Encourage鼓勵(lì)Listen&Observe聆聽&觀察Showempathyinordertodiffuseantagonism表現(xiàn)積極點(diǎn)，避免對(duì)立情緒Donotreact不要太多反應(yīng)Letthemfinishquestion聽他們說完問題Turnconfrontationintomutualproblemsolving轉(zhuǎn)變成共同來解決問題Payattentiontobodylanguage注意身體語言KeyQuestions:一些問題：Ihearyou,butI’mnotsureIunderstand….我在聽，但我不太理解。。。Please,explain….請(qǐng)解釋。。。CanyouElaborateonthat?能說的更具體些嗎？Thatisreallyinteresting….這點(diǎn)非常有趣。。。Step1–Encourage鼓勵(lì)Encourage鼓勵(lì)Step2–Question提問Question提問PlayColomboGetallobjectionsonthetable了解所有異議Flushouttherealobjection找出真正的異議DigDeeperforunderstanding挖掘更多信息幫助理解Keepencouragingagainandagain繼續(xù)鼓勵(lì)Keyphrases:一些句子：Howdoyoudothisnow?你現(xiàn)在是怎么做的？Whatisthenatureofyourconcern?您關(guān)注是基于？Whatareyourbiggestconcerns?你最關(guān)心的是什么？Whatspecificallydoyouhear?您聽到了哪些具體的？Step2–Question提問Question提問Step3–Confirm確認(rèn)Confirm確認(rèn)Restatewhatyou’veheard重申你所聽到的Summarizeit總結(jié)一下Makesureeveryoneintheroomunderstands確認(rèn)在場(chǎng)的人都明白了Besureyouunderstand你自己是否理解了Keyphrases:LetmerestatewhatIthinkIheard讓我重復(fù)一下我聽到的Incaseothersdidnothear,Iwillrepeatyourquestion為確保大家都理解了，我再重復(fù)您的問題Isthatwhatyouareasking?您是這個(gè)意思嗎？Step3–Confirm確認(rèn)Confirm確認(rèn)Step4–Respond回答Respond回答Itdependsfromthe“type”oftheObjection.取決于異議的類型WecandivideObjectionsinto4categories:可以劃分為4類Misconception概念錯(cuò)誤Skepticism懷疑Complaint抱怨Realdrawback真正的缺點(diǎn)（所引發(fā)的）KeyphraseMisconception:Clarify對(duì)于概念錯(cuò)誤的：立即澄清Skepticism:Prove懷疑：用方法證明Complain:Action抱怨：采取行動(dòng)Realdrawback:Minimize真正的缺點(diǎn)引發(fā)的：弱化影響Step4–Respond回答Respond回答Step5–Vefify檢查Verify檢查Askifyouhaveaddressedtheobjection,詢問是否解決了對(duì)方的異議Ifnot,repeatthestep如果沒有，重復(fù)上述過程Ifyes,actionrequired如果是，開展下一步KeyquestionsHaveIaddressedyourconcern…?我有沒有回答好您所關(guān)心的。。。？Doyouhaveanyotherquestionabout…?您有其他的問題嗎？Canwegoaheadwiththisproposal…..?我們是不是可以進(jìn)行下一步了。。。？Step5–Vefify檢查Verify檢查OBJECTIONHANDLING處理異議IfYES,Wecangoaheadandtest….如果是，我們可以繼續(xù)往前了Establishacondition:設(shè)定一個(gè)條件：Ifwe…..Willyou?如果我們。。。你會(huì)不會(huì)。。。？SupposethatIresolvetheproblemyoujusttoldmeansweringmyquestions,wouldyoudocommitforthisspecificnextstepwithinthisperiod?如果我解決掉這個(gè)問題，你們會(huì)答應(yīng)進(jìn)行下一步活動(dòng)嗎？Supposethat…假設(shè)。。。OBJECTIONHANDLING處理異議IfYES,OBJECTIONHANDLING處理異議Supposeyourbossmakesyoudecide,whatwillbeyourdecision?如果你的老板讓你來決定，你的決定是?Supposeyourcolleagueshaveanotheridea…?如果你的同事有其他想法。。。？

Supposewedothis…Whatwillithappenlateron?(NextStep)假設(shè)我們這樣做了，下一步會(huì)怎么樣？SupposethatIshowyouthatthinkdesigncandothis,thenwhathappen?如果我向你證明ThinkDesign能做到這點(diǎn)，接下來會(huì)如何？OBJECTIONHANDLING處理異議SupposeOBJECTIONHANDLING處理異議Summary總結(jié)Anobjectionrarelymeansthatthecustomerdoesnotwantthinkdesign如果客戶有異議，那很大程度上證明對(duì)方有興趣Wecanlearnagreatdealfromtheobjectionitselfandfromwhoaskedit從異議本身和提問者可以獲得很多信息Practiceandemploythetechniqueyoufeelbetterwith不斷練習(xí)各種處理技巧Improve持續(xù)改進(jìn)Beaccuratelypreparedonthemostcommonobjectionstohandleitwithcredibility對(duì)于常見異議要做好細(xì)致的準(zhǔn)備OBJECTIONHANDLING處理異議Summary總OBJECTIONHANDLING處理異議Somephrasesofgreatsalesguys….一些偉大的業(yè)務(wù)員曾說過：“TheSoonerYouStartTalking,TheSoonerYouStartLosing.”越快開口講話，就輸?shù)脑娇臁癇yGatheringInformationyouGainAdvantage;ByGivingInformationyouGiveAwayAdvantage.”收集信息會(huì)獲得優(yōu)勢(shì)，只是一味提供信息就會(huì)喪失競(jìng)爭(zhēng)優(yōu)勢(shì)“Sell,Don’tTell.銷售，而非說教”O(jiān)BJECTIONHANDLING處理異議SomephrOBJECTIONHANDLING:處理異議：EXERCISEN.1練習(xí)1Objection:Changingistooexpensive異議：改變成本太高了1)encourage:鼓勵(lì)：Interestingtohear….很高興聽到。。。Itsoundslikeyouthoughtchangingalready….聽著似乎你已經(jīng)思考過改變了。。。MayImakesomequestionaboutit?我可以問一些問題嗎？OBJECTIONHANDLING:處理異議：EXERCIOBJECTIONHANDLING處理異議:2)questions:提問：Currentsystemisyourfirstone?目前的系統(tǒng)是你們用的第一個(gè)嗎？Haveyougotanybenefitscomparedtopastone?跟過去相比，你們獲得哪些好處呢？Doyouthinkisgoingtobeyourlastsolution?你認(rèn)為它會(huì)是你最后一個(gè)方案嗎？Howdoyouevaluatecost?Onprice,onRoi?你是怎么評(píng)估成本的？?jī)r(jià)格？ROI？OBJECTIONHANDLING處理異議:2)quesOBJECTIONHANDLING處理異議:3)Confirm:確認(rèn)Yourcompanyalreadymadechanges你的公司已經(jīng)在做出改變Youhadissuesonlearning,training,butyougotbenefits.會(huì)面臨學(xué)習(xí)，培訓(xùn)這些問題，但你會(huì)獲得一些好處。YouagreeonRoiascriteria你承認(rèn)用ROI作為標(biāo)準(zhǔn)。OBJECTIONHANDLING處理異議:

OBJECTIONHANDLING處理異議:4)Respond:回復(fù)IcanunderstandYourposition我能理解你所處的位置Feel,Felt,Found…..（會(huì)經(jīng)歷一個(gè)過程，從最初的‘覺得’到后面‘發(fā)現(xiàn)’確實(shí)有效果）Morethan90%ofourcustomerscomefromthesamesituation我們90%的客戶都面臨過這樣的問題Allofthemwantedtopreserveexistingproductivityandimproveefficiencyatthesametime.他們都希望在保持生產(chǎn)率的同時(shí)改進(jìn)效率。OBJECTIONHANDLING處理異議:4)Res

OBJECTIONHANDLING處理異議:5)Respond:回復(fù)Letanalyzeoneissueatthetimeandunderstandyourneeds我們一個(gè)一個(gè)來分析，確認(rèn)您真正需要的Weknowtherearesomecostrelatedtotrainingandchanging的確會(huì)因?yàn)榕嘤?xùn)，改變等產(chǎn)生一些成本W(wǎng)eallknowthereisacosteveninNOTchanging但如果不改變也會(huì)發(fā)生成本I’dliketoshowyousomecasestudiesaboutbenefitsthatcustomerssimilartoyougotwithoursolutions我可以給你看一些跟你情況類似的客戶，用了我們的方案后的獲益情況Doyouhaveanyotherdoubt?還有其他疑慮嗎？OBJECTIONHANDLING處理異議:

OBJECTIONHANDLING處理異議:6)Verify:檢查Haveweansweredinaproperway?我們這樣回答合適嗎？Canwemoveforwardonthisway?能繼續(xù)這樣嗎？OBJECTIONHANDLING處理異議:

OBJECTIONHANDLING處理異議:Criticalsituationduringquestioning需引起注意的危險(xiǎn)情況：Themeetingseemstobeaninquiring…noinfo,poorinfo會(huì)議中只是不斷詢問。。。沒有任何信息或信息很少Thespeakerthinkshisanswershavenoimportance…發(fā)言者認(rèn)為他的回答不重要Thequestionsshowthatyoudon’tcareaboutthesituationandthespeaker…你提的問題說明你沒有注意當(dāng)時(shí)情況和發(fā)言者。。。Thespeakerisafraidthattheinfohegivescanbeusedagainsthim發(fā)言者害怕他提供的信息會(huì)對(duì)他不利Hedoesn’tunderstandthemeaningofthequestionsandloseshispatience沒有理解問題的含義并失去耐心Inspiteoftheforecast,heisn’tinterestedin

不感興趣OBJECTIONHANDLING處理異議:Critic

OBJECTIONHANDLING處理異議:Whatwillyoudo?你該怎么做Changerole:fromquestioningtoinformingtillhereassureshimself:metrics,references,nicestory,addvalue!改換角色：從提問到鼓勵(lì)直到對(duì)方得到寬慰，通過metrics,客戶參考，故事，增加價(jià)值等！Makequestionsandgiveinfo,atthesametime同時(shí)提問并給予信息Theskillconsistsofmakingessentialquestionsintherightwayandattherighttime技巧包括何時(shí)何地問什么樣的問題It’sveryimportanttoshowthatthespeaker’sinfoarenecessariesandturnthemtohisadvantage告訴發(fā)言者他們的信息很必要，很有價(jià)值OBJECTIONHANDLING處理異議:Whatw

OBJECTIONHANDLING處理異議Step1:ACTIONMaketheoffer(nextstep)行動(dòng)帶來訂單（下一步）WhatabouthavingademoonThursday?何不這周四舉行一個(gè)demo?WhataboutyoutoorganizeameetingwithMr.higherlevel/E.Buyeretc…?你能組織一個(gè)會(huì)議，邀請(qǐng)高層/購買決定者參加。。。？WhataboutsigningaPOafterthedemo?做完demo就簽單怎么樣？WhataboutflyingtoItalytovisittheformerthink3biggestEuropeancustomer(GD..)?想不想去意大利參觀歐洲的客戶？OBJECTIONHANDLING處理異議Step1:

OBJECTIONHANDLING處理異議Step2:Getaobjection,getaNO出現(xiàn)異議，被答復(fù)說“No”Customer:客戶：Well,IamnotsureifIamwillingtoorganizethisdemowithmybossfornextweekbecauseI‘mnotsurethatyouareabletohandlelargeassemblies我不確信我是否能組織一個(gè)demo并邀請(qǐng)老板參加，因?yàn)槲疫€不能確認(rèn)你能不能做大裝配OBJECTIONHANDLING處理異議Step2:

OBJECTIONHANDLING處理異議Step3:Encourage鼓勵(lì)You:你：

Donotreact,smile不要其他反應(yīng)，保持微笑Listen,goodcontacteyes聆聽，保持眼神接觸Lethimfinishobjection:Keepyourmouthshut讓他說完：閉上你的嘴Showempathy表現(xiàn)出積極情緒GoodQuestions好的反應(yīng)：IhearbutI’mnotsureIunderstood我在聽但不確認(rèn)是否理解了Canyoutellmemoreaboutwhatyoumeanby“HandlingLargeAssemblies”?你能告訴我“處理大。裝配”是什么意思嗎？OBJECTIONHANDLING處理異議Step3:

OBJECTIONHANDLING處理異議Step4:Confirm確認(rèn)CustomerAnswer:客戶回答：WemanufactureMachinesandweneedLargeAssemblyfeatures.Pro/EisthebestproducttohandleLargeAssembly.It’sbeenalongwaytoimplementitandIdonotfeelcomfortabletobringintodiscussionthisdecision我們制造機(jī)器，需要大裝配功能。Pro/E是處理大裝配的最好產(chǎn)品。我們已經(jīng)實(shí)施了很多年，我想沒必要再討論這個(gè)問題了OBJECTIONHANDLING處理異議Step4:

OBJECTIONHANDLING處理異議Step4:Confirm:Keyquestions確認(rèn)：LetmerestatewhatIthinkIheard讓我重復(fù)一遍我聽到的Incaseother’sdidnothear,Iwillrepeatyourquestion為確保所有人都聽到了，我再重復(fù)一遍你的問題Isthatwhatyouareasking?你是問的這個(gè)意思嗎？Example舉例Well,Letmerecapwhatyoujusttoldme.YouaretellingmethatithasbeentoughtoreachtheresultsyouaregettingwithPro/Eandyouarenotwillingtostartagain?

我總結(jié)下您剛才說的。您是說花了很大精力才用Pro/E達(dá)到這些結(jié)果，所以不想再重新開始，是嗎？OBJECTIONHANDLING處理異議Step4:

OBJECTIONHANDLING處理異議Step5:ProbingCustomeranswer:客戶回答：Yes,thisisexactlywhatImean.對(duì)，我是這個(gè)意思No(getbacktostage3)不是（回到第3階段）YouQuestioning你的問題HowlongdidittaketoimplementPro/E?實(shí)施Pro/E花了多長(zhǎng)時(shí)間？Areyousatisfiedwiththewaytheusersareusingitnow?你對(duì)現(xiàn)在的使用滿意嗎？Whatwouldyouimproveifyoucould?如果可以的話你希望哪些方面得到改進(jìn)？OBJECTIONHANDLING處理異議Step5:

OBJECTIONHANDLING處理異議Step6:Responding回復(fù)Customeranswer:客戶回答：I'amnotfullysatisfiedbecauseonly4outof22usersareuptospeed….我不太滿意，以為22個(gè)人里只有4個(gè)達(dá)到速度。。。OBJECTIONHANDLING處理異議Step6:

OBJECTIONHANDLING處理異議YouResponding/Questioning你的答復(fù)/提問

SupposethatIshowyouanewveryinnovativetechnologythatallowsanyusertoproductiveinlessthatoneweek….Wouldyoubewillingtoorganizeademowithyourbossnextweek?如果我向你展示一項(xiàng)創(chuàng)新的技術(shù)，能讓使用者在不到一個(gè)星期時(shí)間就出效果，，，你能不能組織一場(chǎng)demo,請(qǐng)你的老板也參加？Supposethatthereisacompanyinyourfieldthathasbeenusing190seatsofproefor10yearsthatdecidedtoimplement300seatofthinkdesignlastmonth,wouldbecurioustoseeademo?你們區(qū)域有一家公司買了190套proe，用了10年，上個(gè)月卻決定購買300套ThinkDesign了，你會(huì)不會(huì)覺得好奇，想看看demo?OBJECTIONHANDLING處理異議YouRes

OBJECTIONHANDLING處理異議Step7:Action!行動(dòng)！DemoPOCustomerVisit客戶拜訪CorporateVisit企業(yè)拜訪CustomDemoEtc….OBJECTIONHANDLING處理異議Step7:

OBJECTIONHANDLING處理異議Howtohandleobjections:如何處理異議：Listening/questioning聆聽/提問Fortunately,customersmakeobjections很幸運(yùn)，客戶提出異議了Theonlywaytohandleefficientlyobjectionsistoimproveourlisteningskills有效處理異議的唯一方法就是提高我們的傾聽技巧Theonlywaytoimproveourlisteningskillsistoimproveourquestioningskills提高傾聽技巧的唯一方法就是改進(jìn)提問的技巧Firstexercise首先要多練習(xí)OBJECTIONHANDLING處理異議Howto41Thanks!謝謝！Grazie！41Thanks!謝謝！Grazie！如何處理客戶異議如何處理客戶異議42OBJECTIONHANDLING處理異議Weexpectto課程目標(biāo):Haveacommonunderstandingofwhatisan“Objection”理解什么是“異議”HaveaclearpathtomanageanObjection清楚如何處理異議BeawareofwhypeopleraiseObjections明白為什么會(huì)產(chǎn)生異議BeawareoftheprofilesofwhoraiseObjections了解有那些人會(huì)提出異議？Whendotheymakeit什么時(shí)候會(huì)提出異議？Beawareofthebenefitsofquestioninginobjectionhandling了解處理異議時(shí)提問的好處Beawareoftheimportanceofhavingobjectionsduringthesalescampaign了解在銷售活動(dòng)中處理異議的重要性O(shè)BJECTIONHANDLING處理異議WeexpecOBJECTIONHANDLINGAfterthissessionyoushouldbeableto課程結(jié)束后你能夠:Understandandapplyapropertechniquetohandleobjections(youwillneedtopracticeonyourown)掌握處理異議的技巧（平時(shí)自己也需要多練習(xí)）Beawareoftheimportanceofquestioningskills/listeningskills知道提問/聆聽技巧的重要性SimulateascenarioinwhichyouhandleaCustomerObjection模擬一個(gè)如何處理客戶異議的情景OBJECTIONHANDLINGAfterthissWhydopeopleobject?為什么人們提出異議90%ofthetime:90%的情況是因?yàn)椋篎ear,Doubt,Skepticism害怕，擔(dān)心，懷疑Needmoreinformation需要更多信息Solutionunclear產(chǎn)品/方案不明確PresentationUnclear你的陳述不夠清楚Youdidnotlisten你自己沒認(rèn)真聽Customerdidnotlisten客戶沒認(rèn)真聽Youdidnotqualify你不稱職Benefitsdon’toutweighCosts/Risks效果達(dá)不到期望值Whydopeopleobject?為什么人們提出異Whydopeopleobject?為什么人們提出異議10%ofthetimebecausetheyare:剩下的10%在于：Enemies!=CompetitorsChampions!敵人=競(jìng)爭(zhēng)對(duì)手的Champions!Whydopeopleobject?為什么人們提出異議WhatisanObjection?什么是異議？AGREATOPPORTUNITY…………!很好的機(jī)會(huì)。。。！Objectionmeansinterest!異議意味著感興趣！WhatisanObjection?什么是異議？AGWhatisanObjection?什么是異議？Excellentopportunitytoeducatethecustomer教育客戶的絕佳機(jī)會(huì)Theyallowyoutobuildcredibility建立個(gè)人信譽(yù)的機(jī)會(huì)Demonstratecustomer’sinterest(atleast,sensitivity)buyingsignals表示出客戶的購買信號(hào)或興趣DetermineyourpositioninSalesCycle判斷你在這個(gè)銷售過程中的位置Naturalpartofthebuyingprocess購買過程中很自然要發(fā)生的

ObjectionsareveryrevealingofDecisioncriteria,powerchart,personalwin,competition揭示了決策標(biāo)準(zhǔn)，權(quán)力圖，個(gè)人影響力等等allowtoGetnextsteps幫助邁向下一步allowtoQualifypeople幫助識(shí)別客戶Allowtodefinedecisioncriteriaanddecisionprocess幫助確認(rèn)決策標(biāo)準(zhǔn)，流程AnopportunitytodifferentiateT3fromthecompetition把TD和其他競(jìng)爭(zhēng)產(chǎn)品區(qū)分開的一個(gè)機(jī)會(huì)WhatisanObjection?什么是異議？Whatisanobjection什么是異議？ThisiswhyObjectionsrevealalotaboutcustomer這就是為什么異議揭示了客戶的很多信息Thisisa“wellobjectionhandled”Customer這是一個(gè)“異議處理的很好”的客戶（坦誠相見了）Whatisanobjection什么是異議？ThiRemember!切記！Peoplegenerallydon’tdeliberatelylie.人們一般不會(huì)故意撒謊Peoplearegenerallyingoodfaith.人們普遍都比較善意Sometimetheyonlyomittotellallthedetailsbecausewedonotlistentothem.有些時(shí)候他們不愿透露更多細(xì)節(jié)是因?yàn)槲覀儧]有認(rèn)真聆聽。Remember!切記！PeoplegenerallydOBJECTIONHANDLING處理異議

HandlingObjections,SalesPeopleoften處理異議的時(shí)候，銷售人員會(huì)經(jīng)常：Askwithnoaim(Notprepared)沒有目標(biāo)的詢問（沒有準(zhǔn)備好）Askinaccurately!(linguisticproblems)問的過于寬泛（語言表達(dá)問題）Donotask!(Afraid)不去問（害怕）Donotlistentotheanswers(Ikeepgoingmyway)沒有認(rèn)真聽回答（自顧自的）Makemanyassumptions,想當(dāng)然的Donotbuildquestioningonthebasisoftheanswersreceived.(Ikeepgoingmyway)不是基于聽到的回答進(jìn)行發(fā)問（自顧自的）Thinkattheresponseimmediately不假思索的就回答Respondwithoutthinkingwhat“l(fā)ives”behindtheobjection沒有認(rèn)真思考對(duì)方提的異議背后的真實(shí)意思。OBJECTIONHANDLING處理異議HandliOBJECTIONHANDLING處理異議Remember!切記！Focusonthecustomer,notjusttherightanswer.把注意力放在客戶身上，而非為了得到一個(gè)正確的回答EarntheRighttoAdvance.贏得先機(jī)PersuadethroughInvolvement.說服需要依賴客戶充分的參與OBJECTIONHANDLING處理異議RemembeObjectionHandlingProcess異議處理流程Activity活動(dòng):Whyweshouldbeemphatic?為什么要表現(xiàn)出積極的情緒?Whathappensifwerespondimmediately?如果馬上作答會(huì)發(fā)生什么？Howcanwebesurethatwe’rerespondingexactly?我們?cè)趺创_?；卮鸬恼_？Howcanwebesurewe’rerespondingeffectively?我們?cè)趺创_保回答的有效？WhatarethestepsintheObjectionHandlingProcess?異議處理流程有哪些步驟？ObjectionHandlingProcess異議處ObjectionHandlingProcess異議處理流程6steps:ENCOURAGING鼓勵(lì)QUESTIONING提問CONFIRMING確認(rèn)RESPONDING回答CHECKING檢查PROBING-ACTION下一步ObjectionHandlingProcess異議處理Step1–Encourage鼓勵(lì)Encourage鼓勵(lì)Listen&Observe聆聽&觀察Showempathyinordertodiffuseantagonism表現(xiàn)積極點(diǎn)，避免對(duì)立情緒Donotreact不要太多反應(yīng)Letthemfinishquestion聽他們說完問題Turnconfrontationintomutualproblemsolving轉(zhuǎn)變成共同來解決問題Payattentiontobodylanguage注意身體語言KeyQuestions:一些問題：Ihearyou,butI’mnotsureIunderstand….我在聽，但我不太理解。。。Please,explain….請(qǐng)解釋。。。CanyouElaborateonthat?能說的更具體些嗎？Thatisreallyinteresting….這點(diǎn)非常有趣。。。Step1–Encourage鼓勵(lì)Encourage鼓勵(lì)Step2–Question提問Question提問PlayColomboGetallobjectionsonthetable了解所有異議Flushouttherealobjection找出真正的異議DigDeeperforunderstanding挖掘更多信息幫助理解Keepencouragingagainandagain繼續(xù)鼓勵(lì)Keyphrases:一些句子：Howdoyoudothisnow?你現(xiàn)在是怎么做的？Whatisthenatureofyourconcern?您關(guān)注是基于？Whatareyourbiggestconcerns?你最關(guān)心的是什么？Whatspecificallydoyouhear?您聽到了哪些具體的？Step2–Question提問Question提問Step3–Confirm確認(rèn)Confirm確認(rèn)Restatewhatyou’veheard重申你所聽到的Summarizeit總結(jié)一下Makesureeveryoneintheroomunderstands確認(rèn)在場(chǎng)的人都明白了Besureyouunderstand你自己是否理解了Keyphrases:LetmerestatewhatIthinkIheard讓我重復(fù)一下我聽到的Incaseothersdidnothear,Iwillrepeatyourquestion為確保大家都理解了，我再重復(fù)您的問題Isthatwhatyouareasking?您是這個(gè)意思嗎？Step3–Confirm確認(rèn)Confirm確認(rèn)Step4–Respond回答Respond回答Itdependsfromthe“type”oftheObjection.取決于異議的類型WecandivideObjectionsinto4categories:可以劃分為4類Misconception概念錯(cuò)誤Skepticism懷疑Complaint抱怨Realdrawback真正的缺點(diǎn)（所引發(fā)的）KeyphraseMisconception:Clarify對(duì)于概念錯(cuò)誤的：立即澄清Skepticism:Prove懷疑：用方法證明Complain:Action抱怨：采取行動(dòng)Realdrawback:Minimize真正的缺點(diǎn)引發(fā)的：弱化影響Step4–Respond回答Respond回答Step5–Vefify檢查Verify檢查Askifyouhaveaddressedtheobjection,詢問是否解決了對(duì)方的異議Ifnot,repeatthestep如果沒有，重復(fù)上述過程Ifyes,actionrequired如果是，開展下一步KeyquestionsHaveIaddressedyourconcern…?我有沒有回答好您所關(guān)心的。。。？Doyouhaveanyotherquestionabout…?您有其他的問題嗎？Canwegoaheadwiththisproposal…..?我們是不是可以進(jìn)行下一步了。。。？Step5–Vefify檢查Verify檢查OBJECTIONHANDLING處理異議IfYES,Wecangoaheadandtest….如果是，我們可以繼續(xù)往前了Establishacondition:設(shè)定一個(gè)條件：Ifwe…..Willyou?如果我們。。。你會(huì)不會(huì)。。。？SupposethatIresolvetheproblemyoujusttoldmeansweringmyquestions,wouldyoudocommitforthisspecificnextstepwithinthisperiod?如果我解決掉這個(gè)問題，你們會(huì)答應(yīng)進(jìn)行下一步活動(dòng)嗎？Supposethat…假設(shè)。。。OBJECTIONHANDLING處理異議IfYES,OBJECTIONHANDLING處理異議Supposeyourbossmakesyoudecide,whatwillbeyourdecision?如果你的老板讓你來決定，你的決定是?Supposeyourcolleagueshaveanotheridea…?如果你的同事有其他想法。。。？

Supposewedothis…Whatwillithappenlateron?(NextStep)假設(shè)我們這樣做了，下一步會(huì)怎么樣？SupposethatIshowyouthatthinkdesigncandothis,thenwhathappen?如果我向你證明ThinkDesign能做到這點(diǎn)，接下來會(huì)如何？OBJECTIONHANDLING處理異議SupposeOBJECTIONHANDLING處理異議Summary總結(jié)Anobjectionrarelymeansthatthecustomerdoesnotwantthinkdesign如果客戶有異議，那很大程度上證明對(duì)方有興趣Wecanlearnagreatdealfromtheobjectionitselfandfromwhoaskedit從異議本身和提問者可以獲得很多信息Practiceandemploythetechniqueyoufeelbetterwith不斷練習(xí)各種處理技巧Improve持續(xù)改進(jìn)Beaccuratelypreparedonthemostcommonobjectionstohandleitwithcredibility對(duì)于常見異議要做好細(xì)致的準(zhǔn)備OBJECTIONHANDLING處理異議Summary總OBJECTIONHANDLING處理異議Somephrasesofgreatsalesguys….一些偉大的業(yè)務(wù)員曾說過：“TheSoonerYouStartTalking,TheSoonerYouStartLosing.”越快開口講話，就輸?shù)脑娇臁癇yGatheringInformationyouGainAdvantage;ByGivingInformationyouGiveAwayAdvantage.”收集信息會(huì)獲得優(yōu)勢(shì)，只是一味提供信息就會(huì)喪失競(jìng)爭(zhēng)優(yōu)勢(shì)“Sell,Don’tTell.銷售，而非說教”O(jiān)BJECTIONHANDLING處理異議SomephrOBJECTIONHANDLING:處理異議：EXERCISEN.1練習(xí)1Objection:Changingistooexpensive異議：改變成本太高了1)encourage:鼓勵(lì)：Interestingtohear….很高興聽到。。。Itsoundslikeyouthoughtchangingalready….聽著似乎你已經(jīng)思考過改變了。。。MayImakesomequestionaboutit?我可以問一些問題嗎？OBJECTIONHANDLING:處理異議：EXERCIOBJECTIONHANDLING處理異議:2)questions:提問：Currentsystemisyourfirstone?目前的系統(tǒng)是你們用的第一個(gè)嗎？Haveyougotanybenefitscomparedtopastone?跟過去相比，你們獲得哪些好處呢？Doyouthinkisgoingtobeyourlastsolution?你認(rèn)為它會(huì)是你最后一個(gè)方案嗎？Howdoyouevaluatecost?Onprice,onRoi?你是怎么評(píng)估成本的？?jī)r(jià)格？ROI？OBJECTIONHANDLING處理異議:2)quesOBJECTIONHANDLING處理異議:3)Confirm:確認(rèn)Yourcompanyalreadymadechanges你的公司已經(jīng)在做出改變Youhadissuesonlearning,training,butyougotbenefits.會(huì)面臨學(xué)習(xí)，培訓(xùn)這些問題，但你會(huì)獲得一些好處。YouagreeonRoiascriteria你承認(rèn)用ROI作為標(biāo)準(zhǔn)。OBJECTIONHANDLING處理異議:

OBJECTIONHANDLING處理異議:4)Respond:回復(fù)IcanunderstandYourposition我能理解你所處的位置Feel,Felt,Found…..（會(huì)經(jīng)歷一個(gè)過程，從最初的‘覺得’到后面‘發(fā)現(xiàn)’確實(shí)有效果）Morethan90%ofourcustomerscomefromthesamesituation我們90%的客戶都面臨過這樣的問題Allofthemwantedtopreserveexistingproductivityandimproveefficiencyatthesametime.他們都希望在保持生產(chǎn)率的同時(shí)改進(jìn)效率。OBJECTIONHANDLING處理異議:4)Res

OBJECTIONHANDLING處理異議:5)Respond:回復(fù)Letanalyzeoneissueatthetimeandunderstandyourneeds我們一個(gè)一個(gè)來分析，確認(rèn)您真正需要的Weknowtherearesomecostrelatedtotrainingandchanging的確會(huì)因?yàn)榕嘤?xùn)，改變等產(chǎn)生一些成本W(wǎng)eallknowthereisacosteveninNOTchanging但如果不改變也會(huì)發(fā)生成本I’dliketoshowyousomecasestudiesaboutbenefitsthatcustomerssimilartoyougotwithoursolutions我可以給你看一些跟你情況類似的客戶，用了我們的方案后的獲益情況Doyouhaveanyotherdoubt?還有其他疑慮嗎？OBJECTIONHANDLING處理異議:

OBJECTIONHANDLING處理異議:6)Verify:檢查Haveweansweredinaproperway?我們這樣回答合適嗎？Canwemoveforwardonthisway?能繼續(xù)這樣嗎？OBJECTIONHANDLING處理異議:

OBJECTIONHANDLING處理異議:Criticalsituationduringquestioning需引起注意的危險(xiǎn)情況：Themeetingseemstobeaninquiring…noinfo,poorinfo會(huì)議中只是不斷詢問。。。沒有任何信息或信息很少Thespeakerthinkshisanswershavenoimportance…發(fā)言者認(rèn)為他的回答不重要Thequestionsshowthatyoudon’tcareaboutthesituationandthespeaker…你提的問題說明你沒有注意當(dāng)時(shí)情況和發(fā)言者。。。Thespeakerisafraidthattheinfohegivescanbeusedagainsthim發(fā)言者害怕他提供的信息會(huì)對(duì)他不利Hedoesn’tunderstandthemeaningofthequestionsandloseshispatience沒有理解問題的含義并失去耐心Inspiteoftheforecast,heisn’tinterestedin

不感興趣OBJECTIONHANDLING處理異議:Critic

OBJECTIONHANDLING處理異議:Whatwillyoudo?你該怎么做Changerole:fromquestioningtoinformingtillhereassureshimself:metrics,references,nicestory,addvalue!改換角色：從提問到鼓勵(lì)直到對(duì)方得到寬慰，通過metrics,客戶參考，故事，增加價(jià)值等！Makequestionsandgiveinfo,atthesametime同時(shí)提問并給予信息Theskillconsistsofmakingessentialquestionsintherightwayandattherighttime技巧包括何時(shí)何地問什么樣的問題It’sveryimportanttoshowthatthespeaker’sinfoarenecessariesandturnthemtohisadvantage告訴發(fā)言者他們的信息很必要，很有價(jià)值OBJECTIONHANDLING處理異議:Whatw

OBJECTIONHANDLING處理異議Step1:ACTIONMaketheoffer(nextstep)行動(dòng)帶來訂單（下一步）WhatabouthavingademoonThursday?何不這周四舉行一個(gè)demo?WhataboutyoutoorganizeameetingwithMr.higherlevel/E.Buyeretc…?你能組織一個(gè)會(huì)議，邀請(qǐng)高層/購買決定者參加。。。？WhataboutsigningaPOafterthedemo?做完demo就簽單怎么樣？WhataboutflyingtoItalytovisittheformerthink3biggestEuropeancustomer(GD..)?想不想去意大利參觀歐洲的客戶？OBJECTIONHANDLING處理異議Step1:

OBJECTIONHANDLING處理異議Step2:Getaobjection,getaNO出現(xiàn)異議，被答復(fù)說“No”Customer:客戶：Well,IamnotsureifIamwillingtoorganizethisdemowithmybossfornextweekbecauseI‘mnotsurethatyouareabletohandlelargeassemblies我不確信我是否能組織一個(gè)demo并邀請(qǐng)老板參加，因?yàn)槲疫€不能確認(rèn)你能不能做大裝配OBJECTIONHANDLING處理異議Step2:

OBJECTIONHANDLING處理異議Step3:Encourage鼓勵(lì)You:你：

Donotreact,smile不要其他反應(yīng)，保持微笑Listen,goodcontacteyes聆聽，保持眼神接觸Lethimfinishobjection:Keepyourmouthshut讓他說完：閉上你的嘴Showempathy表現(xiàn)出積極情緒GoodQuestions好的反應(yīng)：I