【正文】 ll? 他們?yōu)槭裁床辉敢饨枘愕碾娫?？ ?What makes them want to answer your call? 他們?yōu)槭裁磿?huì)愿意借你的電話 ？ Making Appointments thru the Telephone 怎樣通過電話約見客戶 ? Enquiries over the telephone can be classified by modes and by reasons. Let’s take a look at the modes first 電話語述分為說法和理由 。 Dwight D. Eisenhower埃森豪威爾 (1890–1969), . general, Republican, politician, president.美國總統(tǒng)、政治家、共和黨、將軍 Planning Your Sales Strategy 如何策劃你的銷售戰(zhàn)略？ ? Sales Opportunity 銷售契機(jī) : – Are There Real Needs是否有有效需求 – Your Relationship with Key Players你與主要客戶的關(guān)系 – CostBenefit Analysis: for You and For the Customer成本效益分析：對(duì)你及你的顧客進(jìn)行成本效益分析 – Time Frame時(shí)間框架 – Resources Required所需資源 – Competitive Forces競爭壓力 – Other Customer Concerns顧客關(guān)心的其他問題 – Strategies and Tactics戰(zhàn)略與戰(zhàn)術(shù) Prospecting for the Right Customer The Sales Person’s Most Important Resource 銷售員最重要的資源 Time 時(shí)間 來自 中國最大的資料庫下載 Prospecting for the Right Customer 尋覓正確的客戶 You can choose to spend time on good prospects。s too expensive 太貴了 ！ ? How much? 多少錢？ ? I don‘t have time. Please leave your brochures here and I will contact you later. 我沒空，你把資料放這里。來自 中國最大的資料庫下載 Psyche Selling – How to Get Into the Minds of Customers and Make The Sale 銷售攻心術(shù) – 如何揣摩客戶的心態(tài)，提高業(yè)績 來自 中國最大的資料庫下載 Imagine for a Moment that Anything is Negotiable, Except for Price 想象一下如果什么條件都好商量， 除了價(jià)格以外 What would you do? 你會(huì)怎么做？ 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 thru the Telephone 有效地電話預(yù)約 ? Uncovering the Needs and “Pains” of Customers 挖掘客戶的需求與“痛處” ? 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 ? Effective Follow Through and Closing 有效地跟進(jìn)及簽單 ? Effective Negotiations and Objections Handling 有效地協(xié)商及如何應(yīng)付反對(duì)意見 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) Understanding the Customer’s Mindset 了解客戶的心態(tài) ? Salesman A 銷售員 A: 1. Very humble 很謙卑 2. Full pliance to his customers’ whims and fancies對(duì)客戶千依百順 、唯命是從 3. Always diligent when working for his customers為客戶做事從不怠慢 ? Salesman B 銷售員 B: 1. Very confident 非常自信 2. Give guidance to the way of thinking of his customers引導(dǎo)客戶思想方式 3. Only do meaningful things for his customers and refuse anything that does not bring benefits 只 為客戶做有意義的事情 ， 而不干那些效益較低的活 There are two types of salespeople 有兩種銷售員 : Which salesman will be more successful? 哪位業(yè)務(wù)員會(huì)更加成功？ Understanding the Customer’s Mindset 了解客戶的心態(tài) ?The 2 Motivations that Everybody Has 每個(gè)做任何事情的兩種動(dòng)機(jī) : – Seek Pleasure 希望擁有 。 – Avoid Pain 害怕失去 ?The Top 3 Things on Customers’ Minds 企業(yè)客戶，腦子里總想著的 3件事 : – ____ Money ____錢 – ____ Money ____錢 – Don’t Want to _____ Money 不要 ____錢 The Eternal Conflict Between the Salesperson and the Customer 銷售員與客戶之間的永恒矛盾 ? The Salesperson’s objective is to 銷售員的目的是 : – Get as much money as possible 賺越多錢越好 … … – From the Customer 從客戶身上 ! ? The Customer’s objective is to 客戶的目的既是 : – Prevent anything and anybody to take away their money 防止任何人或事物拿走自己的錢 ! ? Why people Customers buy things? 客戶為什么要買任何東西？ Price vs. Cost 價(jià)格 vs. 成本 Price vs. Value 價(jià)格 vs. 價(jià)值 Why Customers Buy from You? 客戶為什么要跟你購買？ ?Price 價(jià)格 ?Quality 質(zhì)量 ?Service 服務(wù) ?Trust/ Reputation 信譽(yù) ?Others 其他 39% of a customers’ decisions to buy from your pany are based on the effectiveness of your sales representative 39%的客戶購買決策僅取決于業(yè)務(wù)員的能力 來自 中國最大的資料庫下載 What do Your Customers Value? 你的客戶會(huì)珍惜什么價(jià)值呢？ A Value is NOT a Real Value UNLESS the Customer Wants It! 客戶所不惜的就不是 真正 的價(jià)值 Features 特征 vs. Advantages 優(yōu)勢 vs. Benefits/ Value 益處 /價(jià)值 Identifying the Benefits Your Products Provide 認(rèn)清你的產(chǎn)品所能提供的益處 ?Make a list of the things you sell 列出你所售賣的所有產(chǎn)品 ?For each product, make a list of the various advantages and potential benefits to customers 對(duì)于每個(gè)產(chǎn)品，列出所有相關(guān)的產(chǎn)品優(yōu)勢以及潛在益處 ?Who will benefit MOST from each product that you sell? 哪方面的益處對(duì)哪些客戶群受益最深？ The Reason for Your Existence 你存在的理由 ?The Reason for Our Existence is to Help (Customer Group) to (Achieve Something/ Solve a Problem) 我們存在的理由是為了幫助 [客戶群 ][達(dá)到什么目的 / 解決怎樣的問題 ] How to Educate Your Customers? 如何引導(dǎo)客戶 ? Can your customers distinguish good value from bad? 你的客戶能夠辨別高與低價(jià)值產(chǎn)品、服務(wù)嗎？ ? Do your customers understand the value you can provide them? 你的客戶了解你能提供什么價(jià)值嗎？ – When you educate your customers, you shall see your profits soar (Jay Abraham) 當(dāng)你引導(dǎo)客戶，你將看見你的盈利大幅度升高 (Jay Abraham) ? How can you educate your customers? 你該如何引導(dǎo)客戶呢？ Sales Psychology Sales Psychology 銷售心態(tài) ? 此銷售情況是否與你的很像？ 1. 聯(lián)絡(luò)潛在客戶時(shí)抱著希望進(jìn)行銷售 2. 跟進(jìn)并“追蹤”此前在客戶 3. 潛在客戶躲避你，不回你的電話 4. 沒有銷售成功，被回絕 5. 受挫和失望 ? 這情況更有效（并感覺也很良好） 1. 聯(lián)絡(luò)潛在客戶時(shí)并不期望能進(jìn)行銷售 2. 與客戶展開以客戶為重點(diǎn)的對(duì)話 3. 建立聯(lián)系，并明確會(huì)面的議程你決定“適合”或“不適合” 4. 無論銷售與否，你都知道了事實(shí) 5. 你已經(jīng)為未來的合作建立了聯(lián)系 What do Customers Really Mean When They Say… 當(dāng)客戶說以下句子的時(shí)候，他們真正的想法是什么？ ? It39。改天我再和你聯(lián)系 ? Our budget is fixed and cannot be changed. 預(yù)算已定，不可能再更改 ? We don’t have a need right now, and we will call you when there’s such a need. 我們目前沒這方面的需