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s point of view 換位思考 9. Sympathize with the other person 體恤對(duì)方 10. Appeal to noble motives 以高尚的動(dòng)機(jī)引起共鳴 11. Dramatise your ideas 將你的想法以戲劇化的方式陳述 12. Throw down a challenge 下達(dá)挑戰(zhàn) 63 Uncovering the Needs and “ Pains” of Customers 挖掘客戶的需求與“痛處” ? First, state your Valid Business Reason 首先,陳述你的合適商務(wù)理由 ? Then, ask the following types of questions 接著提問以下 : – CurrentFuture States 當(dāng)下與預(yù)期的狀況 – Highlighting and Intensifying “ Pain” Areas 挖掘客戶的 “痛楚” – Expected Paybacks/ ROI 對(duì)方所預(yù)期的回報(bào) – Associated Risks and Obstacles 相關(guān)的風(fēng)險(xiǎn)與障礙 – Provide Assurance 安撫他們的憂慮 64 CurrentFuture States 當(dāng)下與預(yù)期的狀況 ? Every potential new sale is a change for customers 每個(gè)新的銷售單子對(duì)客戶來說是一種改變 ? Customers will have some expectations on how they will want to benefit if they were to make a purchase 顧客會(huì)對(duì)將要購(gòu)買的產(chǎn)品益處抱有一定的期待 ? When customers are not sure about what their future state is, they may be the wrong person to talk to, or they may not have a clear buying need當(dāng)顧客對(duì)預(yù)期的狀況不確定或他沒有明確的購(gòu)買需求,那么你可能找錯(cuò)人了 65 CurrentFuture States 當(dāng)下與預(yù)期的狀況 ? What are your key opportunities now? What will that be for next year? 你覺得你們目前的市場(chǎng)機(jī)遇在哪里?你覺得來年將是怎樣? ? What are the most profitable products now? What do you think will be most profitable next year? 你們目前最賺錢的產(chǎn)品是哪些?將來又會(huì)是哪些? ? How’s the market now? What will that be 6 months later? 目前市場(chǎng)情況怎樣? 6個(gè)月后又會(huì)怎樣? ? What are some key challenges you face now? What do you think they will be 23 years later? 你目前遇到哪些主要的挑戰(zhàn)? 23年后又會(huì)有怎樣的挑戰(zhàn)呢? 66 Highlighting and Intensifying “ Pain” Areas 挖掘客戶的 “痛楚” ? Customers with weaker “ pain” issues may be less likely to buy 痛楚比較少的客戶購(gòu)買意識(shí)比較薄弱 ? What will happen… 如果 …… 會(huì)怎樣? – What will happen if nothing is done? 如果什么都不做的話會(huì)怎樣? – What will happen if they buy from an inferior supplier?如果跟次級(jí)的供應(yīng)商買會(huì)怎樣? – What will happen if the product is of a lower quality? – 如果產(chǎn)品質(zhì)量低劣會(huì)怎樣? – What will happen if it takes much longer to ship? – 如果送貨時(shí)間過長(zhǎng)會(huì)怎樣? – What if the aftersales service/ maintenance is not but to expectations? – 如果售后服務(wù)或維修比預(yù)期的低許多會(huì)怎樣? 67 Expected Paybacks/ ROI 預(yù)期的回報(bào) ? The biggest moary or nonmoary benefit when the customer buys from you 客戶在購(gòu)買你的產(chǎn)品后能得到的實(shí)質(zhì)性與非實(shí)質(zhì)好處 ? If…., what will be….? 如果 …… ,會(huì)給你怎樣的幫助? – If you can guarantee quality, can you sell at better prices? 如果你能夠給客戶承諾在質(zhì)量,你可以買更高的價(jià)格嗎? – If we help you with aftersales service, can you keep your customers happy? 如果我們幫你搞定售后服務(wù),是不是能幫你滿足客戶的要求? – If we help you to motivate your staff to sell better, can you make more money? 如果我們幫你激勵(lì)你的員工作個(gè)更好的銷售,你是不是能夠賺更多的錢? 68 Uncovering the Needs and “ Pains” of Customers 挖掘客戶的需求與“痛處” ? CurrentFuture States 目前與預(yù)期的狀況 ? Highlighting and Intensifying “ Pain” Areas 突顯與加重客戶的“痛楚” ? Expected Paybacks/ ROI 對(duì)方意向的回報(bào) Then 然后 …… ? Present your solution 陳述你的方案 69 Associated Risks and Obstacles 相關(guān)的風(fēng)險(xiǎn)與障礙 ? Will your customer be concerned with: 你的客戶是否會(huì)有以下顧慮: – Buying from you for the first time? – 是否第一次向你購(gòu)買? – Buying new highvalue items for the first time? – 是否第一時(shí)間購(gòu)買高新技術(shù)項(xiàng)目? – Possible product/ service failures, defects or delays? – 產(chǎn)品或服務(wù)是否有缺陷、會(huì)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) 70 Associated Risks and Obstacles 相關(guān)的風(fēng)險(xiǎn)與障礙 ? Do you have any concerns with regards to our working arrangements? 不知道針對(duì)這樣的合作方式,您有什么建議? ? Are there any concerns from your senior management with regards to working with us for the first time? 不知道你們公司高層針對(duì)第一次與我們合作,會(huì)有什么顧慮? 71 Provide Assurance 安撫他們的憂慮 ? Understand how your customer wants your assurance 了解你的客戶要你如何安撫他的顧慮 ? What do you think should be our next step? 你覺得我們下一步該怎么做? 72 Elements of Effective Channel Sales Leadership 渠道銷售領(lǐng)導(dǎo)力的主要因素 ? Duties and Responsibilities of a Channel Sales Manager 銷售經(jīng)理的職責(zé) ? Key Challenges Faced when Working with Channel Partners 與渠道伙伴合作的常見挑戰(zhàn) ? Understanding the Types of Channel Partners 了解渠道伙伴的不同分類 ? Communicating with Your Channel Partners 如何與渠道伙伴有效溝通 ? Planning for Success 為成功作策劃 73 What is Strategy? 什么是戰(zhàn)略? 74 What is Strategy? 什么是戰(zhàn)略? ? Means to reach business objectives with limited resources ? Ways to beat the petition戰(zhàn)勝競(jìng)爭(zhēng)對(duì)手的途徑 – Can you do what your petitors least expect you to do? 你能否出奇制勝? – Who are your petition? 誰是你的競(jìng)爭(zhēng)對(duì)手? – Who are your Channel Partners39。不要直挑明對(duì)方的錯(cuò)誤 3. If you39。s interest 從對(duì)方的立意觀點(diǎn)進(jìn)行談話 ? Make the other person feel important and do it sincerely 真誠(chéng)地讓對(duì)方感到受重視 62 12 Ways to Win People to Your Way of Thinking 1. Avoid arguments 避免爭(zhēng)執(zhí) 2. Show respect for the other person39。s Name is to him the sweetest and most important sound in any language 記住一個(gè)人的名字將是他所聽到的最優(yōu)美的聲音 ? Be a good listener. Encourage others to talk about themselves 作以為良好的聆聽者。憑直覺而不是靠邏輯。他們的業(yè)績(jī)占據(jù)公司總業(yè)績(jī)的大部分 ? However, each one of them has got different problems 但是他們每一人都有一些毛病 : – “A” gives a lot of discounts to the extent that you don’t make much profits “A” 在價(jià)錢方面打很多折,基本上導(dǎo)致公司利潤(rùn)少了許多 – “B” is great in getting good margins, but never provide any form of aftersales service “B”利潤(rùn)保持很高 ,但從來不為客戶作任何售后服務(wù) – “C” generates sales only from23 existing customers, and has not gained a single new customer in the last 3 years “C”則只跟 23位老客戶做銷售,而且在之前 3年都沒有引進(jìn)新客戶 ? What would you do? 你會(huì)怎么做? 33 3 Types of Channel Partners 3種截然不同的渠道伙伴 ? Trader 倒?fàn)? ? Mafia 關(guān)系戶 ? Consultant 顧問 34 The Trader 倒?fàn)? ? First to the market 市場(chǎng)的領(lǐng)頭羊 ? High volume 高單量 ? High discounts 打折高 ? Prefer short sales cycles 喜歡短銷售周期 ? Prefer NOT to provide aftersales service 不愿作售后服務(wù) 35 The Mafia 關(guān)系戶 ? Personal works 人脈多 ? Sell on relationship 靠關(guān)系吃飯 ? Protective of relationship 保護(hù)私密關(guān)系 ? Invests in time to harness relationship 愿意為培養(yǎng)關(guān)系投入時(shí)間、精力 ? Lacks indepth techn