【文章內(nèi)容簡介】 ng new highvalue items for the first time? 是否第一時間購買高新技術(shù)項目？ – Possible product/ service failures, defects or delays? 產(chǎn)品或服務(wù)是否有缺陷、會失敗的或送貨延遲？ – Poor feedback and response from senior management? 高層管理的負(fù)面反饋、反應(yīng) – Poor feedback and response from end users? 使用者的負(fù)面反饋、反應(yīng) Provide Assurance 安撫他們的憂慮 ?What kinds of assurances do your customers need? 你需要給你的客戶排除哪方面的顧慮？ ?Who else in your customers? anisation need assurances as well? 除了你的客戶本身，你還要給他們公司的哪些人排除顧慮？ ?What alternative assurances can you provide? 你能提供哪些“擔(dān)保”？ 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 with Customers 有效地預(yù)約客戶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 Before Presenting… 在提出方案之前 … ?Have you found out what are the roles of everybody in the customer?s team? 你有沒有找出對方各個成員的角色？ ?If not, have you clarified why are they interested in your solution? 如果還沒有，你有沒有澄清他們?yōu)槭裁磳δ愕姆桨父信d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 在整個銷售環(huán)節(jié)里醉起不了作用，但是個必備話題 – Spend the least time on this aspect 在這方面盡可能用最少的時間 ? Feature Your Main Selling Points and How it Benefits Your Client 向客戶呈現(xiàn)你的產(chǎn)品特征、優(yōu)勢，并讓他了解對他有什么益處 / 價值 ? For Every Selling Point, Ask a Confirmation Question to Get Client?s Agreement 在呈現(xiàn)每個賣點的時候，提出一個確認(rèn)式的提問，博取客戶的認(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個客戶 …” ? Featuring Your Main Selling Points 體現(xiàn)你的賣點 : – “…With this new system, you can reduce turnaround time in half, and at the same time improve customer satisfaction…” “… 這個系統(tǒng)將讓你減少一半的生產(chǎn)時間，并同時改善客戶滿意度 … ” ? 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)績的方法之一？ … ” 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 with Customers 有效地預(yù)約客戶 ? 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 了解客戶的決策過程，以及幕后勢力 Why do you need to contact more than one person in the customer’s anisation? 為什么要在客戶的公司聯(lián)絡(luò)至少兩個人？ How many people do you need to deal with to close the sale?當(dāng)銷售接近尾聲時，你需要接觸多少人？ ? In a survey of Winning Sales Organisations by Miller Heiman: – 65% of all plex sales will require sales people to contact 35 people in the customers? anisation before the sale is closed 65%的銷售是要銷售員在簽單以前與客戶團隊中的 35個人打交道 – 34% will need to contact 6 or more people 34%需與 6人或以上打交道 ? Relationships that rely on one person is very vulnerable. Why？與一個人建立關(guān)系是非常脆弱的。為什么？ Why so many people are involved in the buying process?為什么會有那么多人牽涉到購買過程當(dāng)中？ ? More departments are getting involved in the buying process due to increasing plexity 更多的部門加入到購買的過程中，使其變得更復(fù)雜 ? Top management is also increasingly more actively involved in the buying process 高級管理層也積極介入購買過程 ? Customers are getting very knowledgeable about sellers? products, services and capabilities 客戶越來越了解銷售人員的產(chǎn)品，服務(wù)和性能 ? Customers want to avoid risks 客戶想要避免風(fēng)險 Finding Out the Decision Making Structures 了解客戶的決策過程以及幕后勢力 ? 6 Questions to Ask Before You Close 在你跟客戶接單之前所需提出的 6道提問 : 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中，你覺得哪方面對你最重要？ ii. Besides yourself, who else will you consult with regards to making such decisions? 除了你本身，你還會參考那些同事的意見來做決策呢？ iii. Which aspects do you think are most helpful to your colleagues? 你覺得哪方面對你的同時最有幫助呢？ iv. What would you like to see in my proposal? 如果我給你份計劃書，你想看到些什么呢？ Finding Out the Decision Making Structures 了解客戶的決策過程以及幕后勢力 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? 因為我們談了很多方面的信息，給你建議的方案也將會是多方面的。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點會個面，讓我跟你解釋里面內(nèi)容，也讓你直接向我提出你的意見，好嗎？ vi. Since you will be consulting with your colleagues’ opinions, would like to invite them for our discussion? 既然你在這方面會參考你的同事的意見，到時候能不能 順便 請他過來一下呢？ 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 挑毛病者 ?The Gatekeeper 擋門者 ?The User 使用者 ?The Sherpa/ Guide 引路者 The Motivations Behind Each Player 每個角色的購買動機 ? Buying to Spur Growth 刺激增長 ? Buying to Solve a Big, Current Problem 解決棘手的問題 ? SoSo, Not Much Motivation to Buy 不好不壞，對你的產(chǎn)品可有可無 ? Over Confident, No Reason to Buy at All 過于自信，完全沒有購買的必要 In ALL Big Selling, there’s ALWAYS official and personal motivations for