【文章內(nèi)容簡(jiǎn)介】 your current level of effectiveness? 如果 0為最低分 、 10為最高分 ， 你會(huì)給你們的業(yè)績(jī)打幾分 ？ – Customer: About 78! 大概 78分吧 ? You: What can you do to make that an 8 or 9? 你覺(jué)得應(yīng)該怎么做才能夠達(dá)到 89分呢 ？ Intensifying the “Pain” 怎樣增加“痛處” ?“ Why are such aspects important to you?” “為什么這方面對(duì)你們是那么重要呢？” ? “How much time, energy and money do you spend on these aspects?” “你在這方面花了多少精力、時(shí)間和金錢(qián)呢？” ? “What happens if you don’t do anything about it?” “如果你不采取任何措施會(huì)怎樣呢？” ? “What if such aspects do not work out as well as planned?” “如果這幾方面都沒(méi)有于其中的那么好呢？” ? “For business to grow, you will need to do better, won’t you?” “如果你的業(yè)績(jī)要有所改進(jìn)，你必須作出改變，是嗎？” Soothing the “Pain” 怎樣緩解“痛處” ? “ If I can help you make sure that your areas of concern will be welltaken care of, would you like to find out more?” “如果我們能夠幫你解決這幾方面的困擾，對(duì)你是不是有幫助呢？” ? “If I can help you preempt potential problems BEFORE they happen, would you like to find out more?” “如果我能再問(wèn)題發(fā)生之前，就先幫你避免問(wèn)題的發(fā)生，你想多了解嗎？” ? If You Soothe the “Pain” Well, This Also Bees the Common Ground for Future FollowThroughs 如果你能有效地緩解客戶(hù)的“痛處”就等于你跟客戶(hù)的一種共識(shí)。有了共識(shí)，下面的演示、介紹以及往后的客戶(hù)跟蹤就容易多了 Elements of PsycheSelling 銷(xiāo)售攻心術(shù)的主要精髓 ? Understanding the Customer’s 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 thru the Telephone 有效地電話預(yù)約 ? Uncovering the Needs and “Pains” of Customers 挖掘客戶(hù)的需求與“痛楚” ? Presenting Your Solution 提出你的方案 Before Presenting… 在提出方案之前 … ?Have you found out what are the roles of everybody in the customer’s 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？ Presenting Your Solution 提出你的方案 ? Background 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)必備話題 – Spend 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 Client’s 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 Example: Presenting Your Solution 舉例：提出你的方案 ? Background Information 背景信息 : – “…We are founded in 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 this 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？ … ” Elements of PsycheSelling 銷(xiāo)售攻心術(shù)的主要精髓 ? Understanding the Customer’s 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 thru the Telephone 有效地電話預(yù)約 ? Uncovering the Needs and “Pains” of Customers 挖掘客戶(hù)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(hù)的決策過(guò)程，以及幕后勢(shì)力 Finding Out the Decision Making Structures 了解客戶(hù)的決策過(guò)程以及幕后勢(shì)力 ? 6 Questions to Ask Before You Close 在你跟客戶(hù)接單之前所需提出的 6道提問(wèn) : i. 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？ ii. 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？ iii. 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？ iv. What would 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？ Finding Out the Decision Making Structures 了解客戶(hù)的決策過(guò)程以及幕后勢(shì)力 v. As the proposal shall cover many aspects, we won‘t 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 your 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？ 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(xiāo)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(mǎi)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(mǎi)的必要 In ALL Big Selling, there’s ALWAYS official and personal motivations for each player 所有購(gòu)買(mǎi)角色都有在公、在私的動(dòng)機(jī) Buying Motives (Official) 購(gòu)買(mǎi)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(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) ?Interest