【文章內(nèi)容簡介】 ? Testing report （對比）測試報告 ? Certification 環(huán)保證書 ? Process draft 戶）工藝流程圖 ? Industry market information 行業(yè) 市場資訊（媒體） 避免初次見面無話可說或雜亂無章，“眼見為實”，顯示準(zhǔn)備的充分性，尊重客戶時間，有價值的分享。 Sales presentation Visual aid 銷售演示 視覺輔助工具 ? Sample 樣品 ? Product sample 產(chǎn)品樣品 ? final product sample 客戶成品 ? Tested sample 檢測后的樣品 ? Tools 技術(shù)銷售人員工具 ? Infrared thermometer 紅外溫度計 （噴嘴 /布膠輪溫度） ? Probe thermometer 探針溫度計 （膠缸溫度） ? Electronic scale 電子秤（涂膠量） Suggestion 建議 ? Sales folder petition ? 銷售文件夾比賽 ( 優(yōu)勝者，分享） ? Sales tools kit petition ? 銷售工具比賽 ? Successful story ? 團(tuán)隊成功案例分享（每組一個， 3分鐘） Fundamental Selling Skill 基本銷售技巧 ? Connecting To establish a personal bond with the customer 建立關(guān)系 eg. Using eye contact, building rapport ? EncouragingTo keep customer participating in the sales call 鼓勵參與 eg. Reinforcing, Empathizing, Accepting ? Questioning To get in depth information about the situation problems and needs of customer 有效提問 eg. Open questioning Fundamental Selling Skill 基本銷售技巧 ? Confirming To make the progress of the sales call explicit 再次確認(rèn) eg. Summarizing, Checking ? Providing To give customer information in a way that creates a clear positive image of you, your pany and all it stands for 價值提供 eg. Stating benefits, speaking concisely, Using enthusiasm High Performance Sales Professionals 優(yōu)秀專業(yè)銷售 ? Understand the issues facing the customers ? 理解客戶面臨的問題 ? Exchange information rather than pitch ? 交換信息而非“大聲”（說服） ? Advocate needs of customer’s time and use it well ? 珍惜合理利用客戶時間 ? Make it easy for customer to buy ? 讓客戶 “買得容易” ? Sell to people not to anization ? 賣給個人而非組織（個人關(guān)系） Selecting Rating Key Accounts 挑選 評估重點客戶 ? Sales growth 銷售增長 ? Profit growth 利潤增長 ? Ease of doing business 做生意的難度 Open and trustful 開放與信任 ? Problem solving 解決問題 ? Risk taking 承擔(dān)風(fēng)險 ? Pricing attitude 價格態(tài)度 Key accounts relationship model 大客戶關(guān)系模型 Supplier Customer Supplier Customer 供應(yīng)商 客戶 供應(yīng)商 客戶 Sales GM GM T T S P Preparing An Action Plan 準(zhǔn)備行動計劃 ? Why are you doing it 為什么要做 ? What are you going to do 準(zhǔn)備做什么 ? How is it to be done 怎么去完成 ? When will it be done 什么時候完成 ? Who is doing it 誰去做 ? What will be the result 結(jié)果是什么 ? When will the plans be reviewed 計劃什么時候回顧 Buying Influence – The User 購買影響力 使用者 ? Is the user of the product. 產(chǎn)品用戶 ? Role is to make the judgment about the impact of the product on the job to be done. 判斷產(chǎn)品影響其工作完成度 ? Product will have direct relationship to their job performance. 產(chǎn)品對其工作表現(xiàn)有直接影響 ? High tendency to be subjective. 高度的主觀傾向性 ? Often more than one person. 通常不止一個人 ? They have to be ―sold‖ or if not orders will be hindered by resentment, lack of cooperation, or outright sabotage. 需要”被銷售“，否則會抱怨，不合作或消極怠工 Buying Influence – The Gatekeeper 購買影響力 守門員 ? The role is to screen out alternatives based on technicality. 基于技術(shù)細(xì)節(jié)來篩選可替換者 ? Does not decide who wins but does decide who plays. 不決定誰贏但決定誰可以“玩” ? Cannot say ―Yes‖. But can – and does – say ―No‖. 不能說“可以”但能說“不可以” ? Usually there are several people who play this role – specifications, delivery , legal. Quality control, references, credit terms etc… 常常是幾人 工藝，運(yùn)輸，法務(wù)， QC，財務(wù)等 The Economic Decision Maker 經(jīng)濟(jì)決策者 ? Person who gives the final approval to buy. 最終決定購買的人 ? Releases the Cash. 付錢 ? ONLY ONE per sale. 一單交易只做一次決定 ? May be a Board or other mittee acting as a single body. 可能是董事會或類似機(jī)構(gòu) ? Usually has the veto power. 通常有否決權(quán) The Processor 執(zhí)行者 ? Little influence except in a routine sense often experienced in the process of Delivery/Handling/Logistics. 少許影響力，除非物流 /處理程序經(jīng)驗被例行地重視 ? Several people could play role. 可能是幾個人 ? Some influence – not major. 有影響力 但不是主要的 ? Is knowledgeable about anization. 通曉組織 Buying Influence – The Coach 購買影響力 教練 ? Has an interest you being the supplier. 對你成為供應(yīng)商有興趣 ? Role is to guide the supplier in the sale by giving you information that is needed to create sale. 指導(dǎo)你的銷售，給你一些信息去創(chuàng)造銷售 ? You need at least one coach for every Key Account. 在每一個重點客戶里你需要至少一個“教練” ? You must have or be able to develop credibility with the coach. 你必須擁有或能發(fā)展“教練”對你的信任 ? Can also be a User and at times the Economic Decision Maker. 也可以是使用者或有時是決策者 ? Is of the a senior person in the anization. 通常是組織中的高層 Buying Influence The Dominant Influencer 購買影響力 強(qiáng)勢影響者 ? A trusted advisor and confidant of the Economic Decision Maker. 可信的顧問，決策者的心腹 ? Maybe an authority or recognized expert on the subject. 項目的權(quán)威或被認(rèn)可的專家 案例 ? 圣象地板 ……behind the Selling Concept …… 銷售概念的