【正文】 our customers, you shall see your profits soar (Jay Abraham) 當(dāng)你引導(dǎo)客戶，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)客戶呢？ Sales Psychology Sales Psychology 銷售心態(tài) ? 此銷售情況是否與你的很像？ 1. 聯(lián)絡(luò)潛在客戶時(shí)抱著希望進(jìn)行銷售 2. 跟進(jìn)并“追蹤”此前在客戶 3. 潛在客戶躲避你，不回你的電話 4. 沒(méi)有銷售成功，被回絕 5. 受挫和失望 ? 這情況更有效（并感覺(jué)也很良好） 1. 聯(lián)絡(luò)潛在客戶時(shí)并不期望能進(jìn)行銷售 2. 與客戶展開(kāi)以客戶為重點(diǎn)的對(duì)話 3. 建立聯(lián)系，并明確會(huì)面的議程你決定“適合”或“不適合” 4. 無(wú)論銷售與否，你都知道了事實(shí) 5. 你已經(jīng)為未來(lái)的合作建立了聯(lián)系 What do Customers Really Mean When They Say… 當(dāng)客戶說(shuō)以下句子的時(shí)候，他們真正的想法是什么？ ? It39。 我們專為你們行業(yè)的許多企業(yè) … … Making Appointments thru the Telephone ? Summary of direct mode 直接方式的特點(diǎn) : – Purpose 目的 – Benefit 益處 – Justification 證明 – Agreement to an Action 同意采取的行動(dòng) ? Selfconfident mode 拽一點(diǎn)的方式 : – I’m Allen from _____. Our pany is selecting some panies from your industry to be our partners… I’m calling to enquire if your pany meets the standards of our selection 我是來(lái)自 _____的 Allen。 改天我再和你聯(lián)系 ? I understand you are very busy. So is everybody else. But what if within 30 minutes I can show you whether you can achieve better results with lower costs? Do you think the 30 minutes are worthwhile? 我了解你很忙 。 13:07:1213:07:1213:07Friday, February 17, 2023 1乍見(jiàn)翻疑夢(mèng)，相悲各問(wèn)年。 13:07:1213:07:1213:072/17/2023 1:07:12 PM 1成功就是日復(fù)一日那一點(diǎn)點(diǎn)小小努力的積累。 下午 1時(shí) 7分 12秒 下午 1時(shí) 7分 13:07: 楊柳散和風(fēng)，青山澹吾慮。 2023年 2月 下午 1時(shí) 7分 :07February 17, 2023 1業(yè)余生活要有意義，不要越軌。 13:07:1213:07:1213:07Friday, February 17, 2023 1知人者智，自知者明。 2023年 2月 17日星期五 下午 1時(shí) 7分 12秒 13:07: 1楚塞三湘接，荊門九派通。 2023年 2月 下午 1時(shí) 7分 :07February 17, 2023 1行動(dòng)出成果，工作出財(cái)富。 你覺(jué)得你們目前的營(yíng)運(yùn)效率哪方面可以做得更好 ？ 為什么這對(duì)你們是重要的 ？ 如果我能夠解決你們這方面的問(wèn)題 ， 你能做些調(diào)整嗎 ？ 來(lái)自 中國(guó)最大的資料庫(kù)下載 Action Planning 行動(dòng)計(jì)劃 Formulating your Action Plan 擬定你的行動(dòng)計(jì)劃 ? What should I do more of? 我們哪方面應(yīng)該多做一些？ ? What should I do less of? 我們哪方面應(yīng)該少做一些？ ? What should I start doing? 我們?cè)撻_(kāi)始提供哪方面的服務(wù)？ ? What should I stop doing? 我們?cè)撏Ｖ鼓姆矫娴幕顒?dòng)？ ? What shall be my action steps now? 我的行動(dòng)計(jì)劃將是什么？ 來(lái)自 中國(guó)最大的資料庫(kù)下載 QA 來(lái)自 中國(guó)最大的資料庫(kù)下載 靜夜四無(wú)鄰，荒居舊業(yè)貧。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？ vi. 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 請(qǐng)他過(guò)來(lái)一下呢？ The Influencers of Complex Sales 復(fù)雜銷售情況的影響者 ?The Decision Maker 決策者 ?The Fault Finder/ Gatekeeper 挑毛病者 ?The User 使用者 ?The Sherpa/ Guide 引路者 The Motivations Behind Each Player 每個(gè)角色的購(gòu)買動(dòng)機(jī) ? Buying to Spur Growth 刺激增長(zhǎng) ? Buying to Solve a Big, Current Problem 解決棘手的問(wèn)題 ? SoSo, 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)買的必要 In ALL Big Selling, there’s ALWAYS official and personal motivations for each player 所有購(gòu)買角色都有在公、在私的動(dòng)機(jī) Buying Motives (Official) 購(gòu)買動(dòng)機(jī)(在公 ) ? Profitability 增加盈利 – Increase Sales 增加業(yè)績(jī) – Reduce Costs 降低成本 – Boost Productivity 提高效率 ? Reputation 聲望 – Face 面子 – Improve Quality 提高質(zhì)量 – Brand Positioning 品牌定位 – Market Standing 市場(chǎng)份額 ? Competition 競(jìng)爭(zhēng) – Competitive Pressure 競(jìng)爭(zhēng)壓力 – Threat of New Comers 新對(duì)手帶來(lái)的壓力 – Threat of Substitute Products 替代品帶來(lái)的壓力 ? Strategy 戰(zhàn)略 – Long Term Strategic Goals 長(zhǎng)遠(yuǎn)戰(zhàn)略目標(biāo) – Tactical Goals Improve Quality 提高質(zhì)量的戰(zhàn)術(shù) Buying Motives (Personal) 購(gòu)買動(dòng)機(jī)(個(gè)人 ) ?Achievement 成就 ?Relationships 關(guān)系 ?Reputation 聲望 ?Career Advancement 仕途 ?Leisure 悠閑 ?Money 金錢 ?Interesting Work 工作上的樂(lè)趣 Exercise: Mapping Out Each Influencer 練習(xí)：理出每個(gè)影響者 ? Think 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）接單，而又需要多人決策的客戶 – How many people have you municated 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 010 從 010的影響程度 – Who are the Decision Maker, Fault Finder, Users and Sherpas? 對(duì)方誰(shuí)是決策者、挑毛病者、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)買的在公、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？ Getting Help from Your Customers 讓客戶來(lái)幫你的忙 ?How can you identify the supporters in your customers’ anisation? 你該如何發(fā)掘客戶組織里的支持、擁護(hù)者？ ?Ask your supporters to 讓你的支持者 : – Provide 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) Getting Help from Your Customers 讓客戶來(lái)幫你的忙 ?How can you identify the opposition in your customers’ anisation? 你將如何發(fā)掘客戶組織里的抗拒著？ ?Ways to deal with the opposition 如何應(yīng)對(duì)抗拒著 : – Resolve any conflicts with them 化解沖突 – Assure them they will not lose out if their pany buys from you 給于保證 – Get help from your supporters to reduce the opposition’s influence 設(shè)法降低他們的音響力 Elements of PsycheSelling 銷售攻心術(shù)的主要精髓 ? Understanding the Customer’s Mindset 了解客戶的心態(tài) ? Prospecting for the Right Customer 尋覓正確的客戶 ? Making Appointments thru the Telephone 有效地電話預(yù)約 ? Uncovering the Needs and “Pains” of Customers 挖掘客戶的需求與“痛楚” ? Presenting Your Solution 提出你的方案 ? Finding Out the Decision Making Structures, and the People Behind the Scenes 了解客戶的決策過(guò)程，以及幕后勢(shì)力 ? Effective Follow Through and Closing 有效地跟進(jìn)及簽單 Effective Follow Through and Closing 如何跟進(jìn)以及簽單