銷售理念 文檔資料

1、1,Some basic thoughts on selling processes,for,百年大計,銷售過程中一些基本的理念給百年大計,2,Qualify your prospects(1,選擇合格的潛在客戶,Potential Prospects,潛在的客戶群,Qualified,Prospects,合格的潛在客戶,3,Qualify your prospects(2,選擇合格的潛在客戶,Possible profiles,可能的輪廓,Have needs,有需要,Understand the needs,理解需要,Have the required resources(money et

2、c,有必要的資源,錢等,Have incentive to buy,有購買的動機(jī),Considering to buy,考慮購買,Will buy within x months,在,X,月內(nèi)會購買,Etc,等,4,Qualify your prospects(3,選擇合格的潛在客戶,Potential Prospects,潛在的客戶群,Qualifying grid,合格的規(guī)范,qualified Prospects,合格的潛在客戶,Customer/order,顧客,訂單,Selling,Efforts/process,銷售工作,過程,Lost orders,失去訂單,5,The eter

3、nal question,永恒的話題,Farming or Hunting,耕種還是狩獵,6,Predatory instincts,弱肉強(qiáng)食,7,Hunting: Pros,狩獵：正面的,Satisfies our predatory instincts,符合弱肉強(qiáng)食的天性,Instant gratification,馬上滿足胃口,The thrill of the chase,追捕的快感,The thrill of the kill,殺戮的快感,爽,8,Hunting: Cons,狩獵：反面的,Results not predictable,結(jié)果不可預(yù)計,Risky,有風(fēng)險,Injurie

4、s,受傷,Wasted energy,損耗體能,Boom and bust,有一頓沒一頓,Supply not reliable,不可靠的補(bǔ)給,Difficult for planning,難以計劃,9,Farming and ranching,畜牧耕種,10,Farming: Pros,耕種：正面的,Results more predictable,結(jié)果更能預(yù)計,Supply under your control and more reliable,可控可靠的補(bǔ)給,Regular processes makes for better utilisation of,resources,通過程序

5、在資源的分配上取得最佳化,Better planning possible,更可行的計劃,Ideal for natural growth,最遵循自然生長的規(guī)律,11,Farming: Cons,耕種：負(fù)面的,Can be slow and steady,可能緩慢但穩(wěn)定,Much patience needed,需要很大的耐心,Must follow the cycle,必須遵守循環(huán)作業(yè),不爽,12,Farming: How human dominates,the world as we know it,耕種：眾所周知人類如何統(tǒng)治世界,We were all predators,我們都是弱肉強(qiáng)

6、食者,Other were for more powerful than human,人類在這方面不是最強(qiáng)的,Only human beings display the ability to,farm land and to ranch animals,但只有人類能耕種畜牧,13,Farming: The key phases,耕種：關(guān)鍵步驟,Excavation,墾荒,Seeding,播種,Fertilization + Watering,施肥，灌溉,Protection,保護(hù),Harvest,收割,14,Farming: The cycle,耕種：周期,Excavation, Seedin

7、g,Fertilization & Watering,Protection,播種，施肥，灌溉，保護(hù),Harvest,收割,15,Farming: Continuous Harvest,耕種：停不了的收割,16,Harvest: The Hunting in Farming,收割：耕種中的狩獵,Closing skills,簽單的技能,Predatory instincts needed,需要弱肉強(qiáng)食的本能,Risk taking,需要冒險,But without the earlier cycle this will not happen,這個是耕種過程的結(jié)論篇,17,Farming: Wha

8、t do good farmers,do everyday,耕種：一個好農(nóng)夫每天做些什么,A continuous cycle of excavating, seeding,watering & fertilizing, protecting,harvesting,他每天都做墾荒、播種、灌溉、施肥、保,護(hù)、收割的工作,18,Farming: The secret is in the,balance,耕種,秘密在于平衡,Farming,結(jié)婚,耕種畜牧就好象是結(jié)婚,Hunting in Farming,在婚姻中相互保持一夜激情,19,Summary,結(jié)論,What do we want,我們要的是

9、什么,Regular income,固定收入,Repeated renewal,不斷續(xù)簽,Satisfied customers,客戶滿意度,Farming is the best way to getting there,耕種是成功的最佳途徑,20,Set Customer Expectation(1,定期望,One of Alibabas 96values “quality” is defined as customer,satisfaction,阿里巴巴將顧客滿意作為其,6,個價值觀中的一個,Setting customers expectation is critical in ach

10、ieving this,goal,為達(dá)到這目標(biāo)，“定期望”這個環(huán)節(jié)尤為重要,21,Set Customer Expectation (2,定期望,Customer,Expectation,顧客的期望,ve,ve,Satisfied customer,顧客滿意,High quality,高質(zhì)量,Un-satisfied customer,顧客不滿意,Low quality,低質(zhì)量,22,Set Customer Expectation(3,定期望,Usual Pitfalls,常見的錯誤,Over sell our production capability,夸大產(chǎn)品功能,Over sell o

11、ur service support,夸大服務(wù)支持,Make unrealistic commitments,做不現(xiàn)實的承諾,price,價格,Priority,更高的排名,Launch date,發(fā)布日期,Events you do not control(eg.results,你不能控,制的事情（比如：結(jié)果,23,Set Customer Expectation(4,定期望,Usual result,常見的結(jié)果,You may get the order but you cannot deliver,你可能獲得訂單但你不能兌現(xiàn),Customer will still not be sati

12、sfied even if you fix the,pitfall (usually at great cost,即使你改正了錯誤（經(jīng)常付出很大代價），客戶仍,然不會滿意,They may cancel the order and you would lose both the,order and the customer,他們可能會取消訂單，然后你會失去訂單和客戶,24,Set Customer Expectation(5,定期望,Some basic points,一些基本要點,Be honest,要誠實,Make the best presentation but tell the tr

13、uth,作最好的宣傳但是要講真話,Your credibility is worth everything to you,你的信譽(yù)對你而言是最重要的,Better to lose the order that to lose the customer,寧愿失去訂單也不能失去客戶,If in doubt always check first,有疑問先查問清楚,25,Basic Selling Processes(1,基本的銷售過程,Handle,objection,答辯,Closing,成交,Keeping,何日君再來,Be,ready,準(zhǔn)備,Welcome,歡迎,Listen,聆聽,Probe

14、,細(xì)問,Provide,options,供選擇,Set,expectation,定期望,26,Basic Selling Processes(Be Ready,Welcome,基本的銷售過程（準(zhǔn)備，歡迎,Be ready,準(zhǔn)備,Always be prepared before the meeting,在會談前總,是作好準(zhǔn)備,Plan your meeting in advance,事先作好會談計劃,Objectives,目標(biāo),Customer information,客戶信息,Product information,產(chǎn)品信息,Other supports,其他支持,Be flexible a

15、nd be prepared for the unexpected,對突發(fā)性事件作好準(zhǔn)備，保持靈活性,27,Basic Selling Processes( Be Ready,Welcome,基本的銷售過程,準(zhǔn)備，歡迎,Welcome,歡迎,Set the meeting atmosphere,搞好會談氣氛,Be friendly,welcoming and do not forget to smile,友好地表示歡迎，同時別忘了微笑,Help customer to be at ease,幫助客戶放松心情,First impression very important,第一印象非常重要,28

16、,Basic Selling Processes(Listen,Probe,基本的銷售過程（聆聽，細(xì)問,Listen,聆聽,Maintain high listen/talk ratio,保持多聽少說,Do not forget we have 2 ears and one mouth,記住我們有,2,只耳朵和,1,只嘴巴,Listen for signals/sensitivities,聽取訊號及敏感的消息,Listen for the unheard / unspoken,聽取沒有講及聽不到的,Facial expressions,面部表情,Body languages,身體語言,Atti

17、tudes,態(tài)度,Listen,listen & listen,聽，聽，再聆聽,29,Basic Selling Processes(Listen,Probe,基本的銷售過程（聆聽，細(xì)問,Probe,細(xì)問,Open questions,引蛇出洞,To explore situation,分析形勢,To get customer to talk and give information,讓客戶多講并提供有關(guān)訊息,E.g,如,What do you think,你認(rèn)為如何,How do you think,你覺得怎么樣,Entice customer to talk with verbal / f

18、acial encouragement,用語言,表情去鼓勵客戶多講,30,Basic Selling Processes(Listen,Probe,基本的銷售過程（聆聽，細(xì)問,Probe,細(xì)問,Close questions,請君入甕,To direct customers response,引導(dǎo)客戶的回答,To get yes or no answers,得到“是”或“不是”的,回答,To clarify a point,澄清某一個觀點,E.g,如,Do you like it ,你喜歡嗎,Is this a good feature,產(chǎn)品功能好嗎,Use this to obtain co

19、nclusions/agreements,以此得出結(jié)論,達(dá)成一致,Use this to close deals and get orders,以此來結(jié)束交易及獲得訂單,31,Basic Selling Processes,Provide options,Set expectation,基本的銷售過程（供選擇，定期望,Provide options,供選擇,Once we have agreement with our customer on the,business problem definition,we can look at providing,possible solutions,

20、一旦與客戶就商務(wù)問題達(dá)成一致，就可著手提供可,能的解決辦法,There are usually more than one single solution for the,problem on hand,問題通常有多個解決辦法,Providing options gives the customer a sense of choice,and service,提供選擇使客戶感覺到選擇的權(quán)利并享受了服務(wù),32,Basic Selling Processes,Provide options,Set expectation,基本的銷售過程（供選擇，定期望,Set expectation,定期望,Pl

21、ease refer to earlier section,請看前面,33,Basic Selling Processes,Handle objection, Closing ,Keeping,基本的銷售過程,答辯，成交,何日君再來,Handle objections,答辯,Treat objection as potential buy signals,把客戶的反對意見作為一種潛在的購買訊號,Few deals are closed without customers raising objections during,sales process,銷售過程中客戶沒有反對意見是很少見的,Ide

22、ntify objections,確立反對意見,Emotional,心理上的,Factural,事實上的,Combination,兩者結(jié)合,Different ways in dealing with each,對不同的反對意見有不同的解決方法,34,Basic Selling Processes,Handle objection, Closing ,Keeping,基本的銷售過程,答辯，成交,何日君再來,Closing,成交,To get the order you must ask for the order,要拿訂單你必須開口向客戶要,Look for buy signals,尋找購買訊號,E.g,如,It is the right product for us but the price is too high,這是我們需要的產(chǎn)品，但是價格太高,I need to have higher priority,我需要更高的排名,We must launch earlier,我們必須早一點發(fā)布,Go in for the