銷售攻心術–如何揣摩客戶的心態，提高業績(編輯修改稿)

　

【文章內容簡介】 your current level of effectiveness? 如果 0為最低分 、 10為最高分 ， 你會給你們的業績打幾分 ？ – Customer: About 78! 大概 78分吧 ? You: What can you do to make that an 8 or 9? 你覺得應該怎么做才能夠達到 89分呢 ？ Intensifying the “Pain” 怎樣增加“痛處” ?“ Why are such aspects important to you?” “為什么這方面對你們是那么重要呢？” ? “How much time, energy and money do you spend on these aspects?” “你在這方面花了多少精力、時間和金錢呢？” ? “What happens if you don’t do anything about it?” “如果你不采取任何措施會怎樣呢？” ? “What if such aspects do not work out as well as planned?” “如果這幾方面都沒有于其中的那么好呢？” ? “For business to grow, you will need to do better, won’t you?” “如果你的業績要有所改進，你必須作出改變，是嗎？” Soothing the “Pain” 怎樣緩解“痛處” ? “ If I can help you make sure that your areas of concern will be welltaken care of, would you like to find out more?” “如果我們能夠幫你解決這幾方面的困擾，對你是不是有幫助呢？” ? “If I can help you preempt potential problems BEFORE they happen, would you like to find out more?” “如果我能再問題發生之前，就先幫你避免問題的發生，你想多了解嗎？” ? If You Soothe the “Pain” Well, This Also Bees the Common Ground for Future FollowThroughs 如果你能有效地緩解客戶的“痛處”就等于你跟客戶的一種共識。有了共識，下面的演示、介紹以及往后的客戶跟蹤就容易多了 Elements of PsycheSelling 銷售攻心術的主要精髓 ? Understanding the Customer’s Mindset 了解客戶的心態 ? Prospecting for the Right Customer 尋覓正確的客戶 ? Making Appointments thru the Telephone 有效地電話預約 ? Uncovering the Needs and “Pains” of Customers 挖掘客戶的需求與“痛楚” ? Presenting Your Solution 提出你的方案 Before Presenting… 在提出方案之前 … ?Have you found out what are the roles of everybody in the customer’s team? 你有沒有找出對方各個成員的角色？ ?If not, have you clarified why are they interested in your solution? 如果還沒有，你有沒有澄清他們為什么對你的方案感興趣？ Presenting Your Solution 提出你的方案 ? Background Information about Your Company 關于你公司的背景信息 – This is the least helpful to sales, but is a necessity 在整個銷售環節里醉起不了作用，但是個必備話題 – Spend the least time on this aspect 在這方面盡可能用最少的時間 ? Feature Your Main Selling Points and How it Benefits Your Client 向客戶呈現你的產品特征、優勢，并讓他了解對他有什么益處 / 價值 ? For Every Selling Point, Ask a Confirmation Question to Get Client’s Agreement 在呈現每個賣點的時候，提出一個確認式的提問，博取客戶的認同 Example: Presenting Your Solution 舉例：提出你的方案 ? Background Information 背景信息 : – “…We are founded in 19xx, and have served n number of customers worldwide…” “… 我們是 19xx年創立的，并在全球擁有 n個客戶 …” ? Featuring Your Main Selling Points 體現你的賣點 : – “…With this new system, you can reduce turnaround time in half, and at the same time improve customer satisfaction…” “… 這個系統將讓你減少一半的生產時間，并同時改善客戶滿意度 … ” ? Getting Confirmation 博取認同 : – “…Is this one way that might help you in your business?...” “… 這是不是能幫你提高業績的方法之一？ … ” Elements of PsycheSelling 銷售攻心術的主要精髓 ? Understanding the Customer’s Mindset 了解客戶的心態 ? Prospecting for the Right Customer 尋覓正確的客戶 ? Making Appointments thru the Telephone 有效地電話預約 ? Uncovering the Needs and “Pains” of Customers 挖掘客戶的需求與“痛楚” ? 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 Finding 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 : i. After all we have discussed so far, which part do you feel is most helpful? 在我們所探討的事項中，你覺得哪方面對你最重要？ ii. Besides yourself, who else will you consult with regards to making such decisions? 除了你本身，你還會參考那些同事的意見來做決策呢？ iii. Which aspects do you think are most helpful to your colleagues? 你覺得哪方面對你的同時最有幫助呢？ iv. What would you like to see in my proposal? 如果我給你份計劃書，你想看到些什么呢？ Finding Out the Decision Making Structures 了解客戶的決策過程以及幕后勢力 v. As the proposal shall cover many aspects, we won‘t be able to 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? 因為我們談了很多方面的信息，給你建議的方案也將會是多方面的。因此，單憑幾張紙，可能表達不清。你看我們是不是可以下周三上午 10點會個面，讓我跟你解釋里面內容，也讓你直接向我提出你的意見，好嗎？ vi. Since you will be consulting with your colleagues’ opinions, would like to invite them for our discussion? 既然你在這方面會參考你的同事的意見，到時候能不能 順便 請他過來一下呢？ The Influencers of Complex Sales 復雜銷售情況的影響者 ?The Decision Maker 決策者 ?The Fault Finder/ Gatekeeper 挑毛病者 ?The User 使用者 ?The Sherpa/ Guide 引路者 The Motivations Behind Each Player 每個角色的購買動機 ? Buying to Spur Growth 刺激增長 ? Buying to Solve a Big, Current Problem 解決棘手的問題 ? SoSo, Not Much Motivation to Buy 不好不壞，對你的產品可有可無 ? 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, there’s ALWAYS official and personal motivations for each player 所有購買角色都有在公、在私的動機 Buying Motives (Official) 購買動機(在公 ) ? Profitability 增加盈利 – Increase Sales 增加業績 – Reduce Costs 降低成本 – Boost Productivity 提高效率 ? Reputation 聲望 – Face 面子 – Improve Quality 提高質量 – Brand Positioning 品牌定位 – Market Standing 市場份額 ? Competition 競爭 – Competitive Pressure 競爭壓力 – Threat of New Comers 新對手帶來的壓力 – Threat of Substitute Products 替代品帶來的壓力 ? Strategy 戰略 – Long Term Strategic Goals 長遠戰略目標 – Tactical Goals Improve Quality 提高質量的戰術 Buying Motives (Personal) 購買動機(個人 ) ?Achievement 成就 ?Relationships 關系 ?Reputation 聲望 ?Career Advancement 仕途 ?Leisure 悠閑 ?Money 金錢 ?Interest