销售理念ppt课件.ppt

Somebasicthoughtsonsellingprocessesfor百年大计销售过程中一些基本的理念给百年大计,1,Qualifyyourprospects(1)选择合格的潜在客户,PotentialProspects潜在的客户群,QualifiedProspects合格的潜在客户,2,Qualifyyourprospects(2)选择合格的潜在客户,Possibleprofiles可能的轮廓Haveneeds有需要Understandtheneeds理解需要Havetherequiredresources(moneyetc)有必要的资源（钱等）Haveincentivetobuy有购买的动机Consideringtobuy考虑购买Willbuywithinxmonths在X月内会购买Etc等,3,Qualifyyourprospects(3)选择合格的潜在客户,PotentialProspects潜在的客户群,Qualifyinggrid合格的规范,qualifiedProspects合格的潜在客户,Customer/order顾客/订单,SellingEfforts/process销售工作/过程,Lostorders失去订单,4,Theeternalquestion永恒的话题FarmingorHunting?耕种还是狩猎？,5,Predatoryinstincts弱肉强食,6,Hunting:Pros狩猎：正面的,Satisfiesourpredatoryinstincts符合弱肉强食的天性Instantgratification马上满足胃口Thethrillofthechase追捕的快感Thethrillofthekill杀戮的快感爽,7,Hunting:Cons狩猎：反面的,Resultsnotpredictable结果不可预计Risky有风险-Injuries受伤-Wastedenergy损耗体能Boomandbust有一顿没一顿Supplynotreliable不可靠的补给Difficultforplanning难以计划,8,Farmingandranching畜牧耕种,9,Farming:Pros耕种：正面的,Resultsmorepredictable结果更能预计Supplyunderyourcontrolandmorereliable可控可靠的补给Regularprocessesmakesforbetterutilisationofresources通过程序在资源的分配上取得最佳化Betterplanningpossible更可行的计划Idealfornaturalgrowth最遵循自然生长的规律,10,Farming:Cons耕种：负面的,Canbeslowandsteady可能缓慢但稳定Muchpatienceneeded需要很大的耐心Mustfollowthecycle必须遵守循环作业不爽,11,Farming:Howhumandominatestheworldasweknowit耕种：众所周知人类如何统治世界,Wewereallpredators我们都是弱肉强食者Otherwereformorepowerfulthanhuman人类在这方面不是最强的Onlyhumanbeingsdisplaytheabilitytofarmlandandtoranchanimals但只有人类能耕种畜牧,12,Farming:Thekeyphases耕种：关键步骤,Excavation垦荒Seeding播种Fertilization+Watering施肥，灌溉Protection保护Harvest收割,13,Farming:Thecycle耕种：周期,Excavation,Seeding,Fertilization&Watering,Protection播种，施肥，灌溉，保护,Harvest收割,14,Farming:ContinuousHarvest耕种：停不了的收割,15,Harvest:TheHuntinginFarming收割：耕种中的狩猎,Closingskills签单的技能Predatoryinstinctsneeded需要弱肉强食的本能Risktaking需要冒险Butwithouttheearliercyclethiswillnothappen这个是耕种过程的结论篇,16,Farming:Whatdogoodfarmersdoeveryday？耕种：一个好农夫每天做些什么？,Acontinuouscycleofexcavating,seeding,watering&fertilizing,protecting，harvesting.他每天都做垦荒、播种、灌溉、施肥、保护、收割的工作。,17,Farming:Thesecretisinthebalance耕种：秘密在于平衡,Farming结婚耕种畜牧就好象是结婚HuntinginFarming在婚姻中相互保持一夜激情,18,Summary结论,Whatdowewant?我们要的是什么？-Regularincome固定收入-Repeatedrenewal不断续签-Satisfiedcustomers客户满意度Farmingisthebestwaytogettingthere.耕种是成功的最佳途径。,19,SetCustomerExpectation(1)定期望,OneofAlibabas96values“quality”isdefinedascustomersatisfaction阿里巴巴将顾客满意作为其6个价值观中的一个。Settingcustomersexpectationiscriticalinachievingthisgoal为达到这目标，“定期望”这个环节尤为重要,20,SetCustomerExpectation(2)定期望,CustomerExpectation顾客的期望,(+ve),(-ve),Satisfiedcustomer顾客满意Highquality高质量,Un-satisfiedcustomer顾客不满意Lowquality低质量,21,SetCustomerExpectation(3)定期望,UsualPitfalls常见的错误Oversellourproductioncapability夸大产品功能Oversellourservicesupport夸大服务支持Makeunrealisticcommitments做不现实的承诺price价格Priority更高的排名Launchdate发布日期Eventsyoudonotcontrol(eg.results)你不能控制的事情（比如：结果）,22,SetCustomerExpectation(4)定期望,Usualresult常见的结果Youmaygettheorderbutyoucannotdeliver.你可能获得订单但你不能兑现。Customerwillstillnotbesatisfiedevenifyoufixthepitfall(usuallyatgreatcost).即使你改正了错误（经常付出很大代价），客户仍然不会满意。Theymaycanceltheorderandyouwouldloseboththeorderandthecustomer.他们可能会取消订单，然后你会失去订单和客户。,23,SetCustomerExpectation(5)定期望,Somebasicpoints一些基本要点Behonest要诚实Makethebestpresentationbuttellthetruth作最好的宣传但是要讲真话Yourcredibilityiswortheverythingtoyou你的信誉对你而言是最重要的Bettertolosetheorderthattolosethecustomer宁愿失去订单也不能失去客户Ifindoubtalwayscheckfirst有疑问先查问清楚,24,BasicSellingProcesses(1)基本的销售过程,25,BasicSellingProcesses(BeReady，Welcome)基本的销售过程（准备，欢迎）,Beready准备Alwaysbepreparedbeforethemeeting在会谈前总是作好准备Planyourmeetinginadvance事先作好会谈计划Objectives目标Customerinformation客户信息Productinformation产品信息Othersupports其他支持Beflexibleandbepreparedfortheunexpected对突发性事件作好准备，保持灵活性,26,BasicSellingProcesses(BeReady，Welcome)基本的销售过程(准备，欢迎),Welcome欢迎Setthemeetingatmosphere搞好会谈气氛Befriendly,welcominganddonotforgettosmile友好地表示欢迎，同时别忘了微笑Helpcustomertobeatease帮助客户放松心情Firstimpressionveryimportant第一印象非常重要,27,BasicSellingProcesses(Listen,Probe)基本的销售过程（聆听，细问）,Listen聆听Maintainhighlisten/talkratio保持多听少说Donotforgetwehave2earsandonemouth!记住我们有2只耳朵和1只嘴巴Listenforsignals/sensitivities听取讯号及敏感的消息Listenfortheunheard/unspoken听取没有讲及听不到的Facialexpressions面部表情Bodylanguages身体语言Attitudes态度Listen,listen&listen听，听，再聆听,28,BasicSellingProcesses(Listen,Probe)基本的销售过程（聆听，细问）,Probe细问Openquestions引蛇出洞Toexploresituation分析形势Togetcustomertotalkandgiveinformation让客户多讲并提供有关讯息E.g.如：Whatdoyouthink?你认为如何？Howdoyouthink?你觉得怎么样？Enticecustomertotalkwithverbal/facialencouragement用语言/表情去鼓励客户多讲,29,BasicSellingProcesses(Listen,Probe)基本的销售过程（聆听，细问）,Probe细问Closequestions请君入瓮Todirectcustomersresponse引导客户的回答Togetyesornoanswers得到“是”或“不是”的回答Toclarifyapoint澄清某一个观点E.g.如：Doyoulikeit?你喜欢吗？Isthisagoodfeature?产品功能好吗？Usethistoobtainconclusions/agreements以此得出结论/达成一致Usethistoclosedealsandgetorders以此来结束交易及获得订单,30,BasicSellingProcesses(Provideoptions，Setexpectation)基本的销售过程（供选择，定期望）,Provideoptions供选择Oncewehaveagreementwithourcustomeronthebusinessproblemdefinition,wecanlookatprovidingpossiblesolutions.一旦与客户就商务问题达成一致，就可着手提供可能的解决办法。Thereareusuallymorethanonesinglesolutionfortheproblemonhand.问题通常有多个解决办法。Providingoptionsgivesthecustomerasenseofchoiceandservice.提供选择使客户感觉到选择的权利并享受了服务,31,BasicSellingProcesses(Provideoptions，Setexpectation)基本的销售过程（供选择，定期望）,Setexpectation定期望Pleaserefertoearliersection!请看前面!,32,BasicSellingProcesses(Handleobjection,Closing,Keeping)基本的销售过程（答辩，成交，何日君再来）,Handleobjections答辩Treatobjectionaspotentialbuysignals把客户的反对意见作为一种潜在的购买讯号Fewdealsareclosedwithoutcustomersraisingobjectionsduringsalesprocess销售过程中客户没有反对意见是很少见的Identifyobjections:确立反对意见Emotional?心理上的？Factural?事实上的？Combination?两者结合？Differentwaysindealingwitheach对不同的反对意见有不同的解决方法,33,BasicSellingProcesses(Handleobjection,Closing,Keeping)基本的销售过程（答辩，成交，何日君再来）,Closing成交Togettheorderyoumustaskfortheorder要拿订单你必须开口向客户要Lookforbuysignals寻找购买讯号E.g如.Itistherightproductforusbutthepriceistoohigh.这是我们需要的产品，但是价格太高Ineedtohavehigherpriority.我需要更高的排名。Wemustlaunchearlier.我们必须早一点发布。Goinfortheclose争取成