Somebasicthoughtsonsellingprocesses銷售過程中一些基課件

Somebasicthoughtsonsellingprocesses銷售過程中一些基本的理念

April20012001年4月Somebasicthoughtsonsellingprocesses銷售過程中一些基課件1Qualifyyourprospects(1)

選擇合格的潛在客戶

PotentialProspects潛在的客戶群QualifiedProspects合格的潛在客戶Qualifyyourprospects(1)

選擇合格2Qualifyyourprospects(2)

選擇合格的潛在客戶

Possibleprofiles可能的輪廓Haveneeds有需要Understandtheneeds理解需要Havemoney有錢Haveincentivetobuy有購買的動機Consideringtobuy考慮購買Willbuywithinxmonths在X月內會購買Etc等Qualifyyourprospects(2)

選擇合格3Qualifyyourprospects(3)

選擇合格的潛在客戶

PotentialProspects潛在的客戶群

Qualifyinggrid合格的規(guī)范qualifiedProspects合格的潛在客戶Customer/order顧客/訂單SellingEfforts/process銷售工作/過程

Lostorders失去訂單Qualifyyourprospects(3)

選擇合格4FarmingandHarvestingVChancingandRaiding耕種和收割V緣木求魚和搶掠FarmingandHarvesting耕種和收割5Farming&Harvesting

耕種和收割XY::??：：：：：：耕種收割Farming&Harvesting

耕種和收割XY::6ChancingandRaiding

緣木求魚和搶掠Chancing緣木求魚….不如退而結網(wǎng)Raiding搶掠….不如牧馬養(yǎng)羊ChancingandRaiding

緣木求魚和搶掠Ch7SetCustomerExpectation(1)

定期望OneofAlibaba’s9values“quality”isdefinedascustomersatisfaction阿里巴巴將顧客滿意作為其9個價值觀中的一個。Settingcustomers’expectationiscriticalinachievingthisgoal為達到這目標，“定期望”這個環(huán)節(jié)尤為重要SetCustomerExpectation(1)

定期8SetCustomerExpectation(2)

定期望

CustomerExpectation顧客的期望(+ve)(-ve)Satisfiedcustomer顧客滿意Highquality高質量Un-satisfiedcustomer顧客不滿意Lowquality低質量SetCustomerExpectation(2)

定9SetCustomerExpectation(3)

定期望UsualPitfalls常見的錯誤

Oversellourproductioncapability夸大產(chǎn)品功能Oversellourservicesupport夸大服務支持Makeunrealisticcommitments做不現(xiàn)實的承諾price價格Priority更高的排名Launchdate發(fā)布日期Informationinput信息輸入Designoptions/flexibilitiesetc可供選擇的設計/靈活性等SetCustomerExpectation(3)

定期10SetCustomerExpectation(4)

定期望Usualresult常見的結果Youmaygettheorderbutyoucannotdeliver.你可能獲得訂單但你不能兌現(xiàn)。Customerwillstillnotbesatisfiedevenifyoufixthepitfall(usuallyatgreatcost).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。Theymaycanceltheorderandyouwouldloseboththeorderandthecustomer.他們可能會取消訂單，然后你會失去訂單和客戶。SetCustomerExpectation(4)

定期11SetCustomerExpectation(5)

定期望

Somebasicpoints一些基本要點Behonest要誠實Makethebestpresentationbuttellthetruth作最好的宣傳但是要講真話Yourcredibilityiswortheverythingtoyou你的信譽對你而言是最重要的Bettertolosetheorderthattolosethecustomer寧愿失去訂單也不能失去客戶Ifindoubtalwayscheckfirst有疑問先查問清楚SetCustomerExpectation(5)

定期12BasicSellingProcesses(1)

基本的銷售過程Handleobjection答辯Closing成交Keeping何日君再來Beready準備Welcome歡迎Listen聆聽Probe細問Provideoptions供選擇Setexpectation定期望BasicSellingProcesses(1)

基本的13BasicSellingProcesses(BeReady，Welcome)

基本的銷售過程（準備，歡迎）

Beready準備Alwaysbepreparedbeforethemeeting在會談前總是作好準備Planyourmeetinginadvance事先作好會談計劃Objectives目標Customerinformation客戶信息Productinformation產(chǎn)品信息Othersupports其他支持Beflexibleandbepreparedfortheunexpected對突發(fā)性事件作好準備，保持靈活性BasicSellingProcesses(BeRea14BasicSellingProcesses(BeReady，Welcome)

基本的銷售過程(準備，歡迎)Welcome歡迎

Setthemeetingatmosphere搞好會談氣氛Befriendly,welcominganddonotforgettosmile友好地表示歡迎，同時別忘了微笑Helpcustomertobeatease幫助客戶放松心情Firstimpressionveryimportant第一印象非常重要BasicSellingProcesses(BeRe15

BasicSellingProcesses(Listen,Probe)

基本的銷售過程（聆聽，細問）Listen聆聽Maintainhighlisten/talkratio保持多聽少說Donotforgetwehave2earsandonemouth!記住我們有2只耳朵和1只嘴巴Listenforsignals/sensitivities聽取訊號及敏感的消息Listenfortheunheard/unspoken聽取沒有講及聽不到的

Facialexpressions面部表情Bodylanguages身體語言Attitudes態(tài)度Listen,listen&listen聽，聽，再聆聽BasicSellingProcesses(Liste16BasicSellingProcesses(Listen,Probe)

基本的銷售過程（聆聽，細問）Probe細問Openquestions引蛇出洞Toexploresituation分析形勢Togetcustomertotalkandgiveinformation讓客戶多講并提供有關訊息E.g.如：Whatdoyouthink?你認為如何？Howdoyouthink?你覺得怎么樣？Enticecustomertotalkwithverbal/facialencouragement用語言/表情去鼓勵客戶多講BasicSellingProcesses(Listen17BasicSellingProcesses(Listen,Probe)

基本的銷售過程（聆聽，細問）Probe細問Closequestions請君入甕Todirectcustomers’response引導客戶的回答Togetyesornoanswers得到“是”或“不是”的回答Toclarifyapoint澄清某一個觀點E.g.如：Doyoulikeit?你喜歡嗎？Isthisagoodfeature?產(chǎn)品功能好嗎？Usethistoobtainconclusions/agreements以此得出結論/達成一致Usethistoclosedealsandgetorders以此來結束交易及獲得訂單BasicSellingProcesses(Listen18BasicSellingProcesses

(Provideoptions，Setexpectation)

基本的銷售過程（供選擇，定期望）Provideoptions供選擇Oncewehaveagreementwithourcustomeronthebusinessproblemdefinition,wecanlookatprovidingpossiblesolutions.一旦與客戶就商務問題達成一致，就可著手提供可能的解決辦法。Thereareusuallymorethanonesinglesolutionfortheproblemonhand.問題通常有多個解決辦法。Providingoptionsgivesthecustomerasenseofchoiceandservice.提供選擇使客戶感覺到選擇的權利并享受了服務

BasicSellingProcesses

(Provi19BasicSellingProcesses

(Provideoptions，Setexpectation)

基本的銷售過程（供選擇，定期望）Setexpectation定期望Pleaserefertoearliersection!請看前面!BasicSellingProcesses

(Provi20BasicSellingProcesses

(Handleobjection,Closing,Keeping)

基本的銷售過程

（答辯，成交，何日君再來）Handleobjections答辯Treatobjectionaspotentialbuysignals把客戶的反對意見作為一種潛在的購買訊號Fewdealsareclosedwithoutcustomersraisingobjectionsduringsalesprocess銷售過程中客戶沒有反對意見是很少見的Identifyobjections:確立反對意見Emotional?心理上的？Factural?事實上的？Combination?兩者結合？Differentwaysindealingwitheach對不同的反對意見有不同的解決方法BasicSellingProcesses

(Handl21BasicSellingProcesses

(Handleobjection,Closing,Keeping)

基本的銷售過程

（答辯，成交，何日君再來）Closing成交Togettheorderyoumustaskfortheorder要拿訂單你必須開口向客戶要Lookforbuysignals尋找購買訊號E.g如.

Itistherightproductforusbutthepriceistoohigh.這是我們需要的產(chǎn)品，但是價格太高Ineedtohavehigherpriority.我需要更高的排名。Wemustlaunchearlier.我們必須早一點發(fā)布。Goinfortheclose爭取成交Saythankyou&getout感謝客戶訂單并說再見BasicSellingProcesses

(Handl22BasicSellingProcesses

(Handleobjection,Closing,Keeping)

基本的銷售過程

（答辯，成交，何日君再來）Keeping何日君再來Oftenneglectedpartofsellingprocess這是銷售過程中經(jīng)常忽略的部分Willlosecustomereventuallyifthisisnotdone如不這樣做將會最終失去客戶Howmanytimehaveweheardcustomer’scomplaint“salesRepdisappearsaftergettingtheorder”我們有多少次聽到客戶抱怨：“銷售代表拿到訂單后就不見了！”Challengeistofindcosteffectivewaytodothiswhichdoesnotgenerateimmediatesales找到有效的節(jié)約成本方法去做這一種并不有顯見功效的事是一種挑戰(zhàn)BasicSellingProcesses

(Handl23BasicSellingProcesses

基本的銷售過程Theshortestwaybetween2pointsisnotviaastraightline.連接兩點最短的路線不是一條直線。Customerobjections客戶的反對意見ABBasicSellingProcesses

基本的銷售過24BasicSellingProcesses

基本的銷售過程

Openmind開放的思路Emotion心理Logic理智CustomerObjection客戶的反對意見ABBasicSellingProcesses

基本的銷售過25Somebasicthoughtsonsellingprocesses銷售過程中一些基本的理念

April20012001年4月Somebasicthoughtsonsellingprocesses銷售過程中一些基課件26Qualifyyourprospects(1)

選擇合格的潛在客戶

PotentialProspects潛在的客戶群QualifiedProspects合格的潛在客戶Qualifyyourprospects(1)

選擇合格27Qualifyyourprospects(2)

選擇合格的潛在客戶

Possibleprofiles可能的輪廓Haveneeds有需要Understandtheneeds理解需要Havemoney有錢Haveincentivetobuy有購買的動機Consideringtobuy考慮購買Willbuywithinxmonths在X月內會購買Etc等Qualifyyourprospects(2)

選擇合格28Qualifyyourprospects(3)

選擇合格的潛在客戶

PotentialProspects潛在的客戶群

Qualifyinggrid合格的規(guī)范qualifiedProspects合格的潛在客戶Customer/order顧客/訂單SellingEfforts/process銷售工作/過程

Lostorders失去訂單Qualifyyourprospects(3)

選擇合格29FarmingandHarvestingVChancingandRaiding耕種和收割V緣木求魚和搶掠FarmingandHarvesting耕種和收割30Farming&Harvesting

耕種和收割XY::??：：：：：：耕種收割Farming&Harvesting

耕種和收割XY::31ChancingandRaiding

緣木求魚和搶掠Chancing緣木求魚….不如退而結網(wǎng)Raiding搶掠….不如牧馬養(yǎng)羊ChancingandRaiding

緣木求魚和搶掠Ch32SetCustomerExpectation(1)

定期望OneofAlibaba’s9values“quality”isdefinedascustomersatisfaction阿里巴巴將顧客滿意作為其9個價值觀中的一個。Settingcustomers’expectationiscriticalinachievingthisgoal為達到這目標，“定期望”這個環(huán)節(jié)尤為重要SetCustomerExpectation(1)

定期33SetCustomerExpectation(2)

定期望

CustomerExpectation顧客的期望(+ve)(-ve)Satisfiedcustomer顧客滿意Highquality高質量Un-satisfiedcustomer顧客不滿意Lowquality低質量SetCustomerExpectation(2)

定34SetCustomerExpectation(3)

定期望UsualPitfalls常見的錯誤

Oversellourproductioncapability夸大產(chǎn)品功能Oversellourservicesupport夸大服務支持Makeunrealisticcommitments做不現(xiàn)實的承諾price價格Priority更高的排名Launchdate發(fā)布日期Informationinput信息輸入Designoptions/flexibilitiesetc可供選擇的設計/靈活性等SetCustomerExpectation(3)

定期35SetCustomerExpectation(4)

定期望Usualresult常見的結果Youmaygettheorderbutyoucannotdeliver.你可能獲得訂單但你不能兌現(xiàn)。Customerwillstillnotbesatisfiedevenifyoufixthepitfall(usuallyatgreatcost).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。Theymaycanceltheorderandyouwouldloseboththeorderandthecustomer.他們可能會取消訂單，然后你會失去訂單和客戶。SetCustomerExpectation(4)

定期36SetCustomerExpectation(5)

定期望

Somebasicpoints一些基本要點Behonest要誠實Makethebestpresentationbuttellthetruth作最好的宣傳但是要講真話Yourcredibilityiswortheverythingtoyou你的信譽對你而言是最重要的Bettertolosetheorderthattolosethecustomer寧愿失去訂單也不能失去客戶Ifindoubtalwayscheckfirst有疑問先查問清楚SetCustomerExpectation(5)

定期37BasicSellingProcesses(1)

基本的銷售過程Handleobjection答辯Closing成交Keeping何日君再來Beready準備Welcome歡迎Listen聆聽Probe細問Provideoptions供選擇Setexpectation定期望BasicSellingProcesses(1)

基本的38BasicSellingProcesses(BeReady，Welcome)

基本的銷售過程（準備，歡迎）

Beready準備Alwaysbepreparedbeforethemeeting在會談前總是作好準備Planyourmeetinginadvance事先作好會談計劃Objectives目標Customerinformation客戶信息Productinformation產(chǎn)品信息Othersupports其他支持Beflexibleandbepreparedfortheunexpected對突發(fā)性事件作好準備，保持靈活性BasicSellingProcesses(BeRea39BasicSellingProcesses(BeReady，Welcome)

基本的銷售過程(準備，歡迎)Welcome歡迎

Setthemeetingatmosphere搞好會談氣氛Befriendly,welcominganddonotforgettosmile友好地表示歡迎，同時別忘了微笑Helpcustomertobeatease幫助客戶放松心情Firstimpressionveryimportant第一印象非常重要BasicSellingProcesses(BeRe40

BasicSellingProcesses(Listen,Probe)

基本的銷售過程（聆聽，細問）Listen聆聽Maintainhighlisten/talkratio保持多聽少說Donotforgetwehave2earsandonemouth!記住我們有2只耳朵和1只嘴巴Listenforsignals/sensitivities聽取訊號及敏感的消息Listenfortheunheard/unspoken聽取沒有講及聽不到的

Facialexpressions面部表情Bodylanguages身體語言Attitudes態(tài)度Listen,listen&listen聽，聽，再聆聽BasicSellingProcesses(Liste41BasicSellingProcesses(Listen,Probe)

基本的銷售過程（聆聽，細問）Probe細問Openquestions引蛇出洞Toexploresituation分析形勢Togetcustomertotalkandgiveinformation讓客戶多講并提供有關訊息E.g.如：Whatdoyouthink?你認為如何？Howdoyouthink?你覺得怎么樣？Enticecustomertotalkwithverbal/facialencouragement用語言/表情去鼓勵客戶多講BasicSellingProcesses(Listen42BasicSellingProcesses(Listen,Probe)

基本的銷售過程（聆聽，細問）Probe細問Closequestions請君入甕Todirectcustomers’response引導客戶的回答Togetyesornoanswers得到“是”或“不是”的回答Toclarifyapoint澄清某一個觀點E.g.如：Doyoulikeit?你喜歡嗎？Isthisagoodfeature?產(chǎn)品功能好嗎？Usethistoobtainconclusions/agreements以此得出結論/達成一致Usethistoclosedealsandgetorders以此來結束交易及獲得訂單BasicSellingProcesses(Listen43BasicSellingProcesses

(Provideoptions，Setexpectation)

基本的銷售過程（供選擇，定期望）Provideoptions供選擇Oncewehaveagreementwithourcustomeronthebusinessproblemdefinition,wecanlookatprovidingpossiblesolutions.一旦與客戶就商務問題達成一致，就可著手提供可能的解決辦法。Thereareusuallymorethanonesinglesolutionfortheproblemonhand.問題通常有多個解決辦法。Providingoptionsgivesthecustomerasenseofchoiceandservice.提供選擇使客戶感覺到選擇的權利并享受了服務

BasicSellingProcesses

(Provi44BasicSellingProcesses

(Provideoptions，Setexpectation)

基本的銷售過程（供選擇，定期望）Setexpectation定期望Pleaserefertoearliersection!請看前面!BasicSellingProcesses

(Provi45BasicSellingProcesses

(Handleobjection,Closing,Keeping)

基本的銷售過程

（答辯，成交，何日君再來）Handleobjections答辯Treatobjectionaspotentialbuysignals把客戶的反對意見作為一種潛在的購買訊號Fewdealsareclosedwithoutcustomersraisingobjectionsduringsalesprocess銷售過程中客戶沒有反對意見是很少見的Ide