【正文】 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(mǎi)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(qián) ?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(mǎi)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(xiāo)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 ?Usual Way of Follow Through 一般跟進(jìn)的方法 : – “What do you think of our proposal? 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？” Effective Follow Through and Closing 如何跟進(jìn)以及簽單 ? Better 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 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 plex sales, seek to meet more characters from the client’s pany, 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，及其購(gòu)買(mǎi)動(dòng)機(jī) Effective Follow Through and Closing 如何跟進(jìn)以及簽單 ? How 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?” “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？” Effective Follow Through and Closing 如何跟進(jìn)以及簽單 ?Usual Way of Follow Through 一般跟進(jìn)的方法 : – “What do you think of our proposal? 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？” Effective Follow Through and Closing 如何跟進(jìn)以及簽單 ? Better 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 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 plex sales, seek to meet more characters from the client’s pany, 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，及其購(gòu)買(mǎi)動(dòng)機(jī) Effective Follow Through and Closing 如何跟進(jìn)以及簽單 ? How 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?” “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？” Referrals 推薦 ? A sale is not pleted 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)他人推薦的客戶是最好的銷(xiāo)售對(duì)象 ? You close twice faster on referrals 他人的推薦能使你業(yè)績(jī)翻倍 ? Eg. if we are happy with a product, we tell our friends about it例如，如果滿意一種產(chǎn)品， 我們會(huì)將之推薦給我們的朋友 Elements of PsycheSelling 銷(xiāo)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