HowtoOptimizeMICESales,RevenueandProfits銷售攻心術(shù)

1、1How to Optimize MICE Sales, Revenue and Profits 銷售攻心術(shù)銷售攻心術(shù) 如何優(yōu)化如何優(yōu)化MICE業(yè)績業(yè)績與利潤與利潤2What are some of the biggest challenges you face in doing sales?您在從事銷售時(shí)，最大的困惑及挑戰(zhàn)是您在從事銷售時(shí)，最大的困惑及挑戰(zhàn)是什么？什么？How would you overcome?你將如何克服？你將如何克服？3How to Optimize MICE Sales, Revenue and Profits?如何優(yōu)化如何優(yōu)化MICE業(yè)績與利業(yè)績與利潤？潤？ Un

2、derstanding the MICE Business了解MICE行業(yè) Managing the MICE Sales Process如何梳理MICE銷售流程 Negotiating for an Optimal Outcome in MICE如何優(yōu)化MICE談判結(jié)果 Retaining and Growing MICE Customers如何留住MICE客戶并得到更多的業(yè)務(wù)4How to Optimize MICE Sales, Revenue and Profits?如何優(yōu)化如何優(yōu)化MICE業(yè)績與利業(yè)績與利潤？潤？ Understanding the MICE Business了解MI

3、CE行業(yè)5What is MICE?MICE是什么？ Meetings會議 Incentives獎(jiǎng)勵(lì) Conventions/ Conference大型會議/研討會 Exhibitions/ Events展會/活動(dòng)6What are your MICE Sub-Categories?你的MICE有哪些細(xì)分類？ Annual Meetings 年會 Training培訓(xùn) Conventions大型研討會 Road shows路演 Product launches新品推介 Press conferences新聞發(fā)布 Annual Dinners and Parties年終晚宴 Weddings 婚

4、宴 Luncheons/ breakfasts午餐聚會、早餐會 Staff meetings內(nèi)部會議 Interviews 面試 Incentive Tour獎(jiǎng)勵(lì)旅游7What are your Customer Segments?你的客戶有哪些分類？ Booker/ Purchasing Department 訂房員/ 采購部 Sales Department銷售部 Marketing Depratment 市場部 HR/ Training Department人力資源/ 培訓(xùn)部 Others 其他8Target Customer and Opportunity Profile目標(biāo)客戶與契機(jī)

5、的特征 Customer type客戶類型: Business nature商務(wù)性質(zhì) Company size公司規(guī)模 Decision making process決策過程 Opportunity type契機(jī)類型: What is the need?哪方面的需求？ What are the concerns?有什么顧慮？ What are the success factors?需要哪些成功因素？9Know Thyself and Thy Adversary,A Hundred Battles Fought and Not Imperil Any1011What is the Value

6、of Water?水 值多少錢？12What do Your Customers Value?你的客戶會珍惜什么價(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13When Selling MICE 當(dāng)你在銷售MICE時(shí) Are you selling你是在賣: Meeting rooms會議室; F&B餐飲; or 還是 A Package of Rooms, F&B and Meeting Facilities?結(jié)合客房、餐飲及會議設(shè)施的配套？14If You Want to Sell a

7、t Higher Prices, Sell the !如果您想提高售價(jià)，你就必須讓客戶感受良好的15Describe what kind of MICE you can deliver for your customers具體形容你能夠?yàn)槟愕目蛻籼峁┰鯓拥腗ICE 16How can a Sales Person be of Value to Customers?銷售員要怎樣才能給客戶提供價(jià)值？1739% of a customers decision to buy from your company is based on the effectiveness of the sales rep

8、resentative39%的顧客是因?yàn)殇N售人員的表現(xiàn)而決定購買的18The R4 of the Customers Experience客戶購買經(jīng)歷的R4 Reliability可靠性 Relationship 交情與關(guān)系 Responsiveness積極性 Resourcefulness 資源整合19The R4 of a Competitors Key Account競爭對手的大客戶的R4 Relationship交情與關(guān)系 Customers booker has a strong relationship with your competitor 顧客的 booker 和你的競爭對手

9、即現(xiàn)任的提供商有著密切的關(guān)系 Competitor also sells at 15% below your price競爭對手的價(jià)格比你的價(jià)格還低15% Reliability可靠性 Competitor provides Reliable service for day-to-day rooms and meetings 競爭對手在日常的訂房與會議能提供可靠的服務(wù) Service may be compromised if there are large numbers of guests or complex requests但是服務(wù)質(zhì)量可能在人數(shù)較多或一旦遇到復(fù)雜的需求就會受到影響20

10、The R4 of a Competitors Key Account競爭對手的大客戶的R4 Responsiveness 積極性 Competitor is Responsive when it comes to scheduling for bookings競爭對手在客戶下單時(shí)做出積極的安排 But their sales people hardly drops by during the events to make sure everything is in order但是他們的銷售人員極少到會議現(xiàn)場了解情況 Resourcefulness 資源整合 The competitor ha

11、s been willing to be resourceful and flexible to the customers requests競爭對手對客戶的要求還是能夠調(diào)動(dòng)相關(guān)資源、靈活處理 However, the competitor did not proactively give the custoimer advice on how they can plan for a more successful event 但是競爭對手卻沒有為客戶出謀劃策，幫助客戶將會議主辦地更有聲有色21Your R4 in Response to Lure the Customer你所能夠引誘客戶的R

12、4 Resourcefulness 資源整合 Using your past experiences in organising MICE, you pro-actively provide advice to the customer how to have a better event利用你多年的MICE經(jīng)驗(yàn)，你主動(dòng)為客戶出謀劃策幫助他們將會議辦得更好 Responsiveness 積極性 Every time you knew the customer is planning a MICE whether its in your hotel or not, you pro-activel

13、y provide advice on how they can plan for a better event無論客戶是否在你的酒店主辦MICE，你都主動(dòng)為客戶出謀劃策，將會議辦得更好 In addition, you keep yourself updated about the customers upcoming MICE, so as you can be fully prepared除此之外，你也不斷地了解客戶近期有哪些MICE的安排22Your R4 in Response to Lure the Customer你所能夠引誘客戶的R4 Reliability 可靠性 You i

14、llustrate your reliability by gathering pictures, videos and testimonials of past events你以過去的會議的照片、視頻及客戶鑒言來增加你的可信度 You also let the customer know what steps you can take to prevent mistakes from happening 你也讓客戶知道你會采取什么樣的行動(dòng)避免失誤 Relationship交情與關(guān)系 Leverage your Resourcefulness, Responsiveness and Relia

15、bility to build winning Relationships with other influencers, in addition to the booker通過你的出謀劃策、積極態(tài)度以及可靠性增強(qiáng)你與客戶的各層關(guān)系與交情23How do You Fare Against Your Main Competitor?你跟你競爭對手的區(qū)別 Your Competitors R4: Reliability可靠性 Relationship交情與關(guān)系 Responsiveness積極性 Resourcefulness資源整合 Your R4: Reliability可靠性 Relatio

16、nship交情與關(guān)系 Responsiveness積極性 Resourcefulness資源整合24多算勝少算，而況于無算乎！If You Fail to Plan, You Plan to Fail!25勝兵先勝而后求戰(zhàn)敗兵先戰(zhàn)而后求勝The victorious army plans for victory before fighting The vanquished army fights before planning for victory26Why Plan? 為什么要作計(jì)劃？ “In preparing for battle, I have found plans are use

17、less, but planning indispensable.”“在打仗前的準(zhǔn)備階段，我發(fā)現(xiàn)計(jì)劃沒什么作用，但又是不可缺少的?！盌wight D. Eisenhower 埃森豪威爾埃森豪威爾(18901969), U.S. general, Republican, politician, president.美國總統(tǒng)、政治家、共和黨、將軍27What do You Need to Prepare for MICE Customers?針對MICE客戶你需要準(zhǔn)備些什么？28Winning Ways of Winning Sales People 成功銷售人員的制勝法則 They ask qu

18、estions regarding their customers problems, implications and what will happen if those problems are solved他們針對顧客所面臨的問題、問題產(chǎn)生的影響以及“如果那些問題能夠被解決會發(fā)生什么？”來進(jìn)行提問 They are personally accountable for customers results and understand customers businesses他們會為客戶所想達(dá)到的結(jié)果負(fù)責(zé)到底，并深入了解客戶的商務(wù)情況 They reach to ALL people wh

19、o can influence over the outcome of the sale 他們會接觸、聯(lián)系所有會影響銷售結(jié)果的人士29Winning Ways of Winning Sales People 成功銷售人員的制勝法則 They match their sales process with their customers buying process 他們會把注意力放在顧客的采購步驟，并將自身的銷售流程配合客戶的采購步驟 They seek to build a relationship with no agenda first, rather than aiming the cu

20、stomers pockets everytime他們在初期與客戶建立關(guān)系的時(shí)侯不期待任何銷售結(jié)果，而是圍繞顧客自身的情況開始談話 They create value by providing advice and insights to the customer他們以提出建議、見解的方式創(chuàng)造價(jià)值，而不只是一個(gè)充當(dāng)“會說話的宣傳手冊”30Prospecting for the Right Customer找尋正確的客戶找尋正確的客戶銷售銷售員最重要的資源員最重要的資源Time時(shí)間時(shí)間31Prospecting for the Right Customer 找尋正確的客戶You can choo

21、se to spend time on good prospects; Or waste in on lousy prospects 你可以將時(shí)間用在有質(zhì)量的目標(biāo)客戶；也可以耗在爛客戶身上32How to Optimize MICE Sales, Revenue and Profits?如何優(yōu)化如何優(yōu)化MICE業(yè)績與利業(yè)績與利潤？潤？ Understanding the MICE Business了解MICE行業(yè) Managing the MICE Sales Process如何梳理MICE銷售流程33How to Get to the Right Person如何找到相關(guān)人士 Who do

22、you usually call?你一般約誰？ Who else can you call?你還能約其他什么人？ What makes them DONT want to answer your call?他們?yōu)槭裁床辉敢庖娔悖?What makes them want to answer your call?他們?yōu)槭裁磿敢庖娔悖?4Who do you call for the initial contact你剛接觸客戶時(shí)該找誰？ Focus of receptivity接納你的人 Focus of dissatisfaction不滿現(xiàn)狀的人 Focus of authority 能拍板的

23、人35水之行避高而趨下，兵之形避實(shí)而擊虛Choosing customers with the least resistance36What to Say on first Contact?怎樣作首次接觸溝通Whatever it is, it MUST be Valid Business Reason to the customer!不管你說什么，都得帶給客戶合適商務(wù)價(jià)值！37Valid Business Reason合適商務(wù)理由 The reason impacts the customers concept of what they want to accomplish, resolve

24、, or avoid 影響客戶對他們想要實(shí)現(xiàn)，解決或避免的觀念的理由 The reason sets your phone call as a high priority for the customer客戶把你的電話做優(yōu)先考慮的理由 The reason answers the question, “whats in it for me?” for the customer 回答客戶問的“這對我有什么好處？”的問題 The reason is clear, concise and complete理由需清晰，簡練，完整38Valid Business Reason合適商務(wù)理由 “The pu

25、rpose of meeting today is to explore how we can help you organise a better event for your annual sales meeting. Is it OK that I ask you a few questions?.” “今天我們會面的目的是想探討怎樣幫您主辦更成功的銷售大會。您不介意我問一些問題了解一下情況吧？”39How to Make Your Opening Call如何開場白1.Hello, Mr. XYZ.“XYZ 先生你好”2.Its an honor to speak with you.

26、Or, Thanks for taking my call.“很高興與您通話” 或 “感謝您接我的電話” DO NOT use any of the meaningless, overused pleasantries like, Is this a good time? or How are you today?避免說一些無謂的開頭語，如“現(xiàn)在說話方便嗎？”或“你今天好嗎？”40How to Make Your Opening Call如何開場白3.State your Valid Business Reason. 陳述你的合適商務(wù)理由 “The purpose of my call is

27、to explore ways to provide better choices of accomodation for your colleagues. We have received lots of positive feedback from our guests, may be able to provide great service for you too.” “今天我跟您交談的目的是想看看能不能給您的同事更多酒店住宿的選擇。我們經(jīng)常獲得我們客戶的美言，或許也能您帶來更優(yōu)質(zhì)的服務(wù)”41How to Make Your Opening Call如何開場白4.Introduce y

28、ourself.介紹自己 This is Susan. Susan Star with ABC Company. “我是Susan。ABC 公司的 Susan?！?.Mr. XYZ, is it OK if I can ask a few questions to find if we can help you deliver better performance?“XYZ先生，您不介意我問幾個(gè)問題，看看我們是不是能給您帶來更好的效益？”42是故百戰(zhàn)百勝，非善之善也；不戰(zhàn)而屈人之兵，善之善者也The best victory is the one that is won without fig

29、hting43Why do You Need to Uncover the Needs and “Pains” of Customers BEFORE Presenting Anything為什么你必須在介紹任何事項(xiàng)之前先挖掘客戶的需求與“痛處”?44Reasons to Ask Questions為何提問Customers dont care how much you know, until they know how much you care客戶不會考慮你知道多少，直到他們知道你為他們考慮多少“You Must Understand Our Business” Research on w

30、hat customers expect of sales people conducted with 80,000 customers conducted over 14 years“你必須了解我們的商務(wù)營運(yùn)” 一項(xiàng)歷行14年，采訪了80,000名客戶的針對客戶對銷售人員的期望值調(diào)研Sales people who ask questions tend to be more successful than those who dont Research conducted over 12 years with 35,000 sales people of the leading sales

31、organisations in 23 countries 會提問的銷售員比不提問的將獲得更好的業(yè)績 一項(xiàng)厲行12年，歷經(jīng)23個(gè)國家，采訪了35,000頂尖銷售組織業(yè)務(wù)員的調(diào)研 45Open vs. Closed Questions開放 與 封閉式 的提問46Open Questions開放式 提問 Who誰？ When什么時(shí)候？ Where 哪？ What什么？ Why為什么？ How怎么？47Uncovering 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

32、述你的合適商務(wù)理由Then, ask the following types of questions接著提問以下: Current-Future 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對方所預(yù)期的效果 Associated Risks and Obstacles相關(guān)的風(fēng)險(xiǎn)與障礙 Provide Assurance安撫他們的憂慮48Valid Business Reason合適商務(wù)理由 State your Valid Business Reason

33、for your Call, and Get Permission to Ask Questions在會面的開始，我們先與對方陳述此次會面的合適商務(wù)理由（當(dāng)客戶了解你提問的用意，他更會與你合作） “The purpose of my call is to explore ways to provide better choices of accomodation for your colleagues. Is it OK that I ask a few questions?” “今天我跟您交談的目的是想看看能不能給您的同事更多酒店住宿的選擇。您不介意我問一些問題，了解一下您的情況？”4949

34、Current-Future 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 顧客會對將要購買的產(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 th

35、e wrong person to talk to, or they may not have a clear buying need當(dāng)顧客對預(yù)期的狀況不確定或他沒有明確的購買需求，那么你可能找錯(cuò)人了 5050Current-Future States當(dāng)下與預(yù)期的狀況 Where did you hold your meetings in the past? What will be your expectations this time?你們以前在哪兒辦過會議？這次又會有哪些期望？ What are your most important requirements? What else do

36、 you think is helpful?你們有哪些最重要的要求？您覺得還有哪些方面是可以讓會議辦得更好的？ How often do you have events like this one? What are your plans for future events?你們大約多長時(shí)間會辦類似這樣的會議？你們將來又會有哪些會議呢？ Can you tell me more? 能告訴我更多詳情嗎？5151Highlighting and Intensifying “Pain” Areas挖掘客戶的 “痛楚” Customers with weaker “pain” issues may b

37、e less likely to buy痛楚比較少的客戶購買意識比較薄弱1.What are some of the good things about your current hotel?你們目前的酒店目前做得怎樣？2.What are some areas that they can improve on?他們哪方面可以為您做得更好？3.Why is this so important for you?為什么這方面對您那么重要？5252Expected Paybacks/ ROI預(yù)期的回報(bào) The biggest monetary or non-monetary benefit when

38、 the customer buys from you客戶在購買你的產(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，會給你怎樣的幫助？ If we can guarantee you a smooth event, will it have a great impact on your bottom line? 如果我們能夠保證你的會議順利無暇，這會給你們公司帶來更大的效益嗎？ If we make sure all your guests are well-taken care of, will that make them happy?如果我們確保您的嘉賓都受

39、到全方位的照顧，這是不是能讓他們誠心滿意？What needs to be done to give you the best results?您覺得怎樣才能夠給你最好的效果？5353Uncovering the Needs and “Pains” of Customers 挖掘客戶的需求與“痛處” Current-Future 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 對方理想的回報(bào)Then 然后 Present your solution 陳述你

40、的方案5454Associated Risks and Obstacles相關(guān)的風(fēng)險(xiǎn)與障礙 Will your customer be concerned with:你的客戶是否會有以下顧慮： Buying from you for the first time?是否第一次向你購買？ Possible service failures or problems?服務(wù)是否有會失敗豁出問題？ 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?

41、 使用者的負(fù)面反饋、反應(yīng)5555Associated 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第一次與我們合作，會有什么顧慮？ What will be some possible c

42、oncerns if you were to adopt our solutions?如果您采用我們的方案，最大的顧慮會是哪方面？5656Provide 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？57Before Presenting在提出方案之前 Have you found out what are the roles of everybody in the

43、 customers team?你有沒有找出對方各個(gè)成員的角色？ If not, have you clarified why are they interested in your solution? 如果還沒有，你有沒有澄清他們?yōu)槭裁磳δ愕姆桨父信d趣？58Presenting Your Solution提出你的方案 Background Information about Your Company關(guān)于你公司的背景信息 This is the least helpful to sales, but is a necessity 在整個(gè)銷售環(huán)節(jié)里最起不了作用，但是個(gè)必備話題 Spend the

44、 least time on this aspect 在這方面盡可能用最少的時(shí)間 Feature Your Main Selling Points and How it Benefits Your Client 向客戶呈現(xiàn)你的產(chǎn)品特征、優(yōu)勢，并讓他了解對他有什么益處/ 價(jià)值 For Every Selling Point, Ask a Confirmation Question to Get Clients Agreement 在呈現(xiàn)每個(gè)賣點(diǎn)的時(shí)候，提出一個(gè)確認(rèn)式的提問，博取客戶的認(rèn)同59Example: Presenting Your Solution舉例：提出你的方案Background

45、Information背景信息: “We are a Luxury Hotel in Shanghai with great facilities and greater service” “我們是上海的一家豪華酒店，能為您提供豪華的酒店設(shè)施及貼心的服務(wù)”Featuring Your Main Selling Points體現(xiàn)你的賣點(diǎn): “When you host your sales conference with us, all your meeting rooms will have natural light with spacious break areas. You will a

46、lso enjoy good food and great service too”“當(dāng)您在我們酒店主辦您的銷售年會時(shí)，您所有的會議時(shí)將有自然光及寬敞的茶歇空間。您也將品嘗優(yōu)質(zhì)食品并享受我們貼心的服務(wù)”Getting Confirmation 博取認(rèn)同: “Will this help you organise a successful conference?.”“這是不是能幫您主辦一次成功的年會呢？”60木石之性，安則靜，危則動(dòng)，方則止，圓則行Just like wood and rocks: safe when motionless, dangerous when in motion; s

47、hape it square to stop it, shape it round to move it61Why do you need to contact more than one person in the customers organisation?為什么要在客戶的公司聯(lián)絡(luò)至少兩個(gè)人？62How many people do you need to deal with to close the sale?當(dāng)銷售接近尾聲時(shí)，你需要接觸多少人？ In a survey of Winning Sales Organisations by Miller Heiman根據(jù)Miller He

48、iman對卓越銷售團(tuán)隊(duì)的調(diào)研: 65% of all complex sales will require sales people to contact 3-5 people in the customers organisation before the sale is closed 65%的銷售是要銷售員在簽單以前與客戶團(tuán)隊(duì)中的3-5個(gè)人打交道 34% will need to contact 6 or more people 34%需與6人或以上打交道 Relationships that rely on one person is very vulnerable. Why？與一個(gè)人建

49、立關(guān)系是非常脆弱的。為什么？63Finding Out the Decision Making Structures了解客戶的決策過程以及幕后勢力 6 Questions to Ask Before You Close 在你跟客戶接單之前所需提出的6道提問: After all we have discussed so far, which part do you feel is most helpful?在我們所探討的事項(xiàng)中，你覺得哪方面對你最重要？ Besides yourself, who else will you consult with regards to making such

50、 decisions?除了你本身，你還會參考那些同事的意見來做決策呢？ Which aspects do you think are most helpful to your colleagues?你覺得哪方面對你的同時(shí)最有幫助呢？ What would you like to see in my proposal? 如果我給你份計(jì)劃書，你想看到些什么呢？64Finding Out the Decision Making Structures了解客戶的決策過程以及幕后勢力 As the proposal shall cover many aspects, we wont be able to

51、explain everything clearly on a few pages. Do you think we can have a meeting at 10:00AM next Wednesday so that I can explain the content to you and you can provide me with your feedback? Is that ok with you? 因?yàn)槲覀冋劻撕芏喾矫娴男畔ⅲo你建議的方案也將會是多方面的。因此，單憑幾張紙，可能表達(dá)不清。你看我們是不是可以下周三上午10點(diǎn)會個(gè)面，讓我跟你解釋里面內(nèi)容，也讓你直接向我提出你的意見

52、，好嗎？65Finding Out the Decision Making Structures了解客戶的決策過程以及幕后勢力 Since you will be consulting with your colleagues opinions, would you like to invite them for our discussion?既然你在這方面會參考你的同事的意見，到時(shí)候能不能順便請他過來一下呢？66The Influencers of Complex Sales復(fù)雜銷售情況的影響者 The Decision Maker 決策者 The Fault Finder挑毛病者 The

53、Gatekeeper擋門者 The User 使用者 The Sherpa/ Guide 引路者67The Motivations Behind Each Player每個(gè)角色的購買動(dòng)機(jī) Buying to Spur Growth刺激增長 Buying to Solve a Big, Current Problem解決棘手的問題 So-So, Not Much Motivation to Buy不好不壞，對你的產(chǎn)品可有可無 Over Confident, No Reason to Buy at All過于自信，完全沒有購買的必要In ALL Big Selling, theres ALWAYS

54、 official and personal motivations for each player 68What are some of the buying motives of your typical buyer? 你們一般的買家又有哪些購買動(dòng)機(jī)呢？69不知敵之情者，不仁之至也，非民之將也，非主之佐也，非勝之主也If you dont know much about your adversary, you wont command victory70Exercise: Mapping Out Each Influencer練習(xí)：理出每個(gè)影響者 Think of a deal you h

55、ave previously won/ lost that involves multiple decision making players設(shè)想你曾成功（或不成功）接單，而又需要多人決策的客戶 How many people have you communicated with? 你跟對方企業(yè)的多少人進(jìn)行過溝通？ What are their influence level from 0-10從0-10的影響程度 Who are the Decision Maker, Fault Finder, Gatekeeper, Users and Sherpas? 對方誰是決策者、挑毛病者、擋門者、

56、使用者及引導(dǎo)者？ What were their official and personal motivations to buy (or not to buy) from you? 他們跟你購買（或不跟你購買）的在公、在私的動(dòng)機(jī)是什么？ What else do you feel you should have done? 你覺得你哪方面該做的沒做？71Referrals 推薦 A sale is not completed until you ask for referrals 直到你請求獲得推薦時(shí)，銷售才真正結(jié)束 Referred leads are the easiest to clo

57、se 通過他人推薦的客戶是最好的銷售對象 You close twice faster on referrals 他人的推薦能使你業(yè)績翻倍 Eg. if we are happy with a product, we tell our friends about it例如，如果滿意一種產(chǎn)品， 我們會將之推薦給我們的朋友 72How to Optimize MICE Sales, Revenue and Profits?如何優(yōu)化如何優(yōu)化MICE業(yè)績與利業(yè)績與利潤？潤？ Understanding the MICE Business了解MICE行業(yè) Managing the MICE Sales

58、Process如何梳理MICE銷售流程 Negotiating for an Optimal Outcome in MICE如何優(yōu)化MICE談判結(jié)果73Negotiation談判是談判是:Get Others to Give You What You Want, by Giving Them What They Want給對方他們想要的東西來換取我們想要的東西74Rules of Sales Negotiation銷售協(xié)商的規(guī)則 You have the right to say “No”. If you cant say “No”, you are in big trouble你有權(quán)說“不”

59、。如果覺得不能說“不”，你就麻煩大了 Your job is not to be liked, its to be respected 你的工作不是要被他人所喜歡，而是要受到對方的尊重 Price is as psychological as it is emotional, but NEVER, ever rational 價(jià)格的決定可以是感性的，也可以是心理的，但從來不是理性的75Rules of Sales Negotiation銷售協(xié)商的規(guī)則 “Loose lips sink ships” “禍從口出” Always enter every negotiation with an ag

60、enda whats your desired outcome and how you want to achieve it 永遠(yuǎn)在每一次談判之前都都得將談判流程計(jì)劃好你的預(yù)期結(jié)果及如何達(dá)到 The only goals are those you can control: behavior and activity 目標(biāo)應(yīng)該是那些你能夠控制到的：行為和行動(dòng)76Rules of Sales Negotiation銷售協(xié)商的規(guī)則 Always think in the customers positions, and highlight their “pain” 永遠(yuǎn)從客戶的角度思考，在他們的“