【正文】 nd guiding 結(jié)構(gòu)化與導(dǎo)向 Listening skill 聆聽技巧 ? 面帶微笑 ? 注視對方（ 13S，眉毛和鼻子三角區(qū)） ? 稍微點頭 ? 口中念念有詞 ? 不懂就問，總結(jié) ? 肢體語言動作 ? 做記錄 ? 不要面對面（如果可以選擇） Listening SkillExamples（案例） ?研祥工控 董事長 陳志義的故事 ?參與投標(biāo) ?詢問詳情 ?拿出小本 ?記錄確認 ?引發(fā)興趣 ?獲得支持 Main Elements 主要要素 （二） ? Features Benefits ? 特點和益處 ? Selling Values Value Creation ? 價值銷售和價值發(fā)掘 ? Pricing Negotiation ? 定價及談判 ? Process of Handling Objection ? 異議處理 ? Closing Get order 結(jié)束并獲取訂單 ? Territory Management ? 區(qū)域管理 Features Benefits 特性與益處 ? A feature is a characteristic of a product or service 特性是某種產(chǎn)品或服務(wù)的特點 ? Eg. Our glue hold high solid content at 33% ? A benefit is a way in which one or more features provide a advantage, improvement or satisfaction to the buyer 益處是一種或多種特性帶來的客戶滿意度的提高 ? Eg. A good heat stability HM can save cost of machine maintenance and reduce down time Relating Benefits To Needs 將益處與需求聯(lián)系起來 ? Two Ways: 兩個途徑 ? State the benefit first followed by… ―that is because…‖ ― 這是因為 ……‖ State the feature first followed by… ―that means for you……‖ ‖ 這意味著 ……‖ Benefits 益處 ? Increase 提高 ? Productivity 生產(chǎn)率 ? Quality control 品質(zhì) ? Environmental control 環(huán)保 ? Safety 安全 ? Packaging efficiency 包裝效率 ? Inventory control 庫存管理 ? Storage efficiency 儲存效率 ? Shipping convenience 運輸便利性 ? Decrease 降低 ? Unit cost 單位成本 ? Reject rates 不良品率 ? Downtime 停機時間 ? Packing cost 包裝成本 ? Inventory (just in time) 庫存 ? Storage space 儲存空間 ? Transportation cost 運費 Types of Benefits 益處的種類 ? Company 公司 ? Make or save money 賺錢或省錢 ? Save time/faster use of time 節(jié)省或更快地利用時間 ? Make job easier or product better 工作更便利或產(chǎn)品更好 ? Save lives/improve health 保護健康 ? Personal 個人 ? Recognition 認可 ? Achievement ? 成績 ? Security 保障 ? Personal profit or pleasure 個人利益或愉快體驗 Features Benefits 特性與益處 Feature 特性 Advantage 優(yōu)點 Benefit 益處 通過這樣的轉(zhuǎn)換，落腳點是 “錢” Successful Business Will Be Those Who Can 成功的生意都會是那些能夠 …… ? Differential their products by demonstrating value added to their customers’ products. ? 差異化他們的產(chǎn)品并證實能給客戶產(chǎn)品帶來價值 ? Providing a value added service to meet the specific needs and aspirations if their customers ? 提供有附加值的服務(wù)來滿足他們的客戶的特定需求和愿望 ? Can operate smarter through the effective use of sales and marketing information ? 有效地利用銷售和市場信息來更聰明的運作 Main Elements 主要要素 （二） ? Features Benefits ? 特點和益處 ? Selling Values Value Creation ? 價值銷售和價值發(fā)掘 ? Process of Handling Objection ? 異議處理 ? Closing Get order 結(jié)束并獲取訂單 ? Territory Management ? 區(qū)域管理 Concept of Added Value 增值的概念 $ X (Input)投入 Consumed or Service 消耗或服務(wù) Cost control 支出控制 YX Added Value 增 加 的 價 值 $ Y (Sales) 產(chǎn)生的銷售 Values recognized by customer 客戶認可的價值 Pay more/ Buy more 付更多 /買更多 Rewards for you 對你的回報 Value Added Sales (1)增值銷售 Customer Value 客戶價值 Reduce invoice processing costs. 減少發(fā)票流程支出 Achieved by: 通過 ＊ Less invoices. 減少發(fā)票數(shù) ＊ Less paperhandling. 減少文件工作 ＊ Reduce credit notes. 減少退貨充帳 ＊ Computerized payments. 電腦支付 ＊ Direct debits. 直接折扣 ＊ Reduction of suppliers. 供應(yīng)商返利 Value Added Sales (1)增值銷售 Customer Value 客戶價值 Reduce administration costs. 減少管理支出 Reduce costs. 減少開支 Achieved by: 通過 Reduce the no. of orders issued. 減少訂單次數(shù) ＊ Annual contracts. 年度合約 ＊ Long term contracts. 長期合約 ＊ Reduce suppliers. 減少供應(yīng)商 Value Added Sales (2) 增值銷售（ 2） Customer Value客戶價值 Reduce technical costs. 減少技術(shù)開支 Achieved by: 通過 ＊ Subcontract technical ＊ Use supplier’s Knowledge. 利用供應(yīng)商的知識 ＊ Obtain production advice. 獲取產(chǎn)品建議 ＊ Reduce testing. 減少測試 Value Added Sales (2) 增值銷售（ 2） Customer Value客戶價值 Cash flow 金流提高 Accounting improvement. 財會提升 Reduce waste removal costs. 減少浪費 Achieved by: 通過 ＊ Flexible payment terms. 靈活的付款條件 ＊ Delaying payment. 延遲支付 ＊ Stock management. 庫存管理 ＊ Return packaging. 包裝回收 ＊ Removal of drums/ ＊ Removal of chemical wastes. 減少損耗 Value Added Sales(3) 增值銷售（ 3） Customer Value 客戶價值 Reduce inventory costs. 減少存貨支出 Achieved by: 通過： ＊ Less storage space needed. 減少儲存空間 ＊ Less operatives. 減少操作 ＊ Working capital reduction, 減少流動資金 ＊ Reduce maintenance costs. 減少維護費用 ＊ Supplier managed stocks. 供應(yīng)商管理庫存 ＊ Reduce goodsin traffic flow. 減少物流量 Value Added Sales(3) 增值銷售（ 3） Customer Value Factory shut down costs. 停產(chǎn)損失 Reduce costs of change. 降低改變成本 Achieved by: ＊ Avoid lost product and downtime. 避免損失工時和產(chǎn)量 ＊ Avoid costly startup operations. 避免費錢的開機操作費 ＊ Avoid customer penalty clause fines. 避免客戶罰款條款 ＊ Reapproval of new products/ /供應(yīng)商 ＊ Guarantee continuity of supply. 保證供應(yīng)的持續(xù)性 Value Added Sales(4) 增值銷售（ 4） Customer Value 客戶價值 Reduce health safety costs. 減少健康 安全成本 Achieved by:通過： ＊ Avoid manual handling injuries. 避免手工操作傷害 ＊ Avoid HSE shutdown. 避免安全事故停機 ＊ Minimize lost time accidents. 減少事故工時停工 Value Added Sales(4) 增值銷售（ 4） Customer Value 客戶價值 New product development. 新產(chǎn)品研發(fā) Achieved by: 通過 : ＊ Keep up with mar