适应性销售技巧的基础与运用.doc

适应性销售技巧的基础与运用在销售领域，美国专家提出销售两大定律，销售黄金定律和销售白金定律。前者的意思是按照对待自己的态度对待客户，后者的意思是按照客户喜欢的方式与之交往。他们根据人类行为启动的六大密语：权力、成就、安全、秩序、合作、认同，他们把支配力作为横坐标，把自制力作为纵坐标，形成美国销售界的社交行为风格矩阵，从而把人分为四种：威权者（权力与成就）、思考者（秩序与安全）、合作者（安全与合作）与外向者（认同与成就），并由此开发了著名的适应性销售课程。用Topk来概括四型风格学说更容易让中国人（包括中国的销售员）理解、掌握和运用。所谓的Topk就是由：tiger、owl、peacock与koala四个英文单词的第一个字母组成;即老虎、猫头鹰、孔雀与考拉四种动物。老虎对应威权者，猫头鹰对应思考者，孔雀对应外向者，考拉对应合作者。其理论基础在于中国周易中“四象”和君子“四知”，基础在于孙子的“将者五德”和孔子的“君子五德”，以及中国的五行学说，基础在于西方的苏格拉底气质学说和DISC学说和MBTI理论等。黄德华老师从销售沟通的寒暄、开场白、提问、说服、异议处理、缔结和访后跟进，以及宴请送礼等环节开发了四套销售沟通话术，丰富了适应性销售技巧课程的内容，形成了中国化的适应性销售技巧课程。该课程回答了如何把东西卖给孙悟空？如何把东西卖给唐僧？如何把东西卖给猪八戒？如何把东西卖给沙和尚？拜访Tiger（老虎型）客户：开场白：开门见山，我们销售员要直陈拜访目的和需占用时间，请对方允许；其交谈的兴趣点是：问题的解决方案、效益，我们销售员切忌离题或绕圈；我们寻问方式：要直截了当，并且告诉对方提每个问题的目的，让对方主导，每提一个建议，问“您觉得可以吗”。在说服阶段，我们要诱之以利，多展示产品的功效，运用FAB法陈述法；遇到异议：我们要把利弊得失摊开，大家摆观点，对方为“对事不对人”，所以不必过于担心针锋相对。达成协议（成交）：要爱憎分明，如果我们走关系套交情，反而效果不大.在拜访的缔结阶段，老虎型客户经常会替我们销售员缔结，若直接的要求他采用我们的产品，也会获得其反应的。只要是以尊敬的措辞来要求，以结果导向来缔结和他的讨论。拜访后的跟进：我们要及时尽快兑现承诺，出现问题按合约办。礼多反诈，点到为止。如果动用上级关系让其购买，这种人会保留自己的观点。拜访Owl（猫头鹰型）客户：开场白：简单寒暄，我们不要过度调笑，正式礼节；其交谈的兴趣点是：问题的解决方案、新资讯、过程、细节而非结果，提供书面材料，细细讲解一遍，他还会自己再看一遍；我们寻问方式：顺着思路往下问，不要离题，喜欢精致深刻的问题，和他一起思考，有问必答。注意提问与回答的逻辑性。在说服阶段，我们要说之以理，多展示权威机构对企业和产品的评价与鉴定等证据，运用FEBA陈述法。遇到异议：我们要清楚自己的缺陷和应答方法。通过提供新信息、新思路改变对方的观点，但不要代替他作判断。不要否定，不要下断言，要先讲“因”再讲“果”。达成协议（成交）：该签时会签，可用时间表催促，或说服对方暂时搁下一些次要问题。在拜访的缔结阶段，我们不要施压于他，我们一定要让他有足够的时间去斟酌衡量证据以及考虑所有的观点，让他们有时间进行分析与思考，通常他们对摘要式的缔结反应非常好，以安全导向来降低风险。拜访后的跟进：我们不用太多关怀，别占他太多时间。如果结果与预期不符，应及时处理，解释原因，与对方一起回顾原来的思路，拿出实际行动。对方不会把责任都推给我们销售员。如果动用上级关系让其购买，这种人会分析结果，并从技术上提意见，后续挑毛病，走着瞧。拜访Peacock（孔雀型）客户：开场白：我们不要直奔主题，插入笑话、闲话，直至挑起气氛，然后很随便地转入主题；其交谈的兴趣点是：和别人不一样的东西，新鲜事物，而不是技术细节；我们寻问方式：能触及对方的快乐和痛苦，最好是引对方发牢骚，于是顺着往下问。在说服阶段，我们要赞之以词，大力宣传产品的独特之处，包括其新颖，名人使用经验等，表扬其识货等，运用FABD陈述法。遇到异议：我们一定不要伤感情。有时搁一搁也就忘了。苦肉计能奏效。达成协议（成交）：打铁趁热，时间一长，热度就没了。会酒后签单，事后不舒服一下也就算了。能用情打动。在拜访的缔结阶段，我们可以尽量地说明并表示意见，但是必须先确定该论点真的是他们所同意的，对他们，在缔结时，行动阶段十分重要，以认同导向来再次强调产品特有的利益。拜访后的跟进：我们要不时问候即可，送些新颖的小礼品。如果动用上级关系让其购买，这种人会不快乐，逃避。拜访Koala（考拉型）客户：开场白：我们销售员要先谈点他个人所关心的或者两个人有共同语言的话题，让对方充分信任我们销售员；其交谈的兴趣点是：在于人，尤其是熟人。我们要把自己兴趣告诉他，试探他的反应，反应不对立即换话题，直至他打开话匣子。不要怕试探，我们需要什么都懂一点。我们寻问方式：我们不能直接问，要通过暗示。他戒备很高，尤其是初次见面，要设法让他慢慢放松。他说话通常小心翼翼，不直接亮他的观点。我们要常用“你说对了”，切忌“交浅言深”。在说服阶段，我们要动之以情，使他们认识到购买、使用和服务的便利性。运用FABC陈述法。遇到异议：当他说不满意A时,我们要提防他实际不满意的是B。如果你不能领会，他会继续提不痛不痒的问题，说话模棱两可。达成协议（成交）：不能逼得太急，除非关系到了，但可以用“万一”催促.在拜访的缔结阶段，对于这类客户同意的论点/感兴趣的地方，我们可以加以反复重述，明白地帮助他们作决定，但是要以温和平静的态度来做，对他们不要施加压力，以顾客导向来强调可为其顾客带来的利益。拜访后的跟进：我们一定要不断维持关系，否则信用破产。答应的一定要补上。出问题一定要说明原因，以便他能给别人交代。如果动用上级关系让其购买，这种人会愿意接受上级的观点。适应性销售技巧的Topk技术是人类的顶级智慧，黄德华是站在巨人的肩膀上，再次以文章的形式进行归纳。因为这个技术是最便宜最有效的。黄德华至今依然记得三位医院的副院长，他们被医药同行公认为老虎型的客户，很多医药代表都不敢去拜访他们，去拜访他们的医药代表或经理们，也是按照老虎型风格与之沟通。结果失败者无数。而黄德华通过自己的细心观察，加上自己天生也是猫头鹰型，尽管当年对Topk技术不会灵活运用，但与他们有种一见钟情的感觉，我与他们的拜访沟通每次都非常流畅而自然。他们也很乐意帮助黄德华，至今他们依然还记挂黄德华，并向其他相关人会讲述到黄德华。其实黄德华与他们之间是非常纯洁的伙伴式关系，根本没有任何现金、地位等关系。这是为什么？这就是Topk技术的魅力，今天看来，他们是猫头鹰型的客户。Topk技术可以提高销售沟通效率，那是因为人们总喜欢帮助自己的熟人或喜欢的人，而风格类似的人，总是给人们是熟人或喜欢的人的判断。当然如果我只是与他们风格类似，而道德人品有问题，我想他们也是不会帮助我的。在提高销售沟通的道路上，Topk技术只是加速器。Sales experts in the field of sales, the United States two big law, law of sales laws of gold and platinum. The former means according to treat their attitude towards customers, which means that according to the relationship with the customers like. They according to the six big secret language of human behavior to start: power, achievement, security, order, cooperation, identity, their power as the abscissa, self-control as the ordinate, form the us sales style of social behavior matrix, which divides people into four kinds: the authoritarian (power and achievement), thinkers (order and security), partners (for security and cooperation) and extroverts (identity and achievements), and thus developed the famous adaptive marketing course.Summed up in Topk iv is easier to let the Chinese style salesman (including China) to understand, grasp and use. The so-called Topk is by: tiger, owl, peacock and koala four English words the first letters; Namely, the tiger, the owl, peacock and koalas are four kinds of animals. Authoritarian tigers counterpart, owl corresponding thinker, peacock corresponding extravert, koala corresponding collaborator. Its theoretical basis is China Zhou Yizhong four elephants and internal a gentleman, foundation lies in the sun tzus the five DE and Confucius gentleman five DE, and Chinas five elements theory, based on theory of western Socrates theory of temperament and DISC and MBTI theory, etc. Huang Dehua teacher from sales presentations, opening of communication, asking questions, to persuade, dissent, concluded and after a visit to follow up, as well as for a gift link developed four sets of sales communication words, enrich the content of adaptive selling skills courses, formed the adaptability of Chinese sales skills courses. The course to answer how to sell things to the Monkey King? How to sell things to tangs monk? How to sell things to pig eight quit? How to sell things to the sand monk?Visit Tiger (Tiger) customer: prologue: cut to the chase, we salesman straight Chen visit purpose and need to take time, please allow other; The talking points of interest are: solutions to the problem of, benefits, our salesman or circles from the point of avoid by all means; We ask: is straightforward, and tell each other, and the purpose of each question, let the other side, make a suggestion, ask what do you think can?. Eli in persuading stage, we want to tempt him, more show product efficacy, using the method of overall presentation method; Encounter discrepancy: were going to turn the pros and cons out, put your point of view, to each other as for things not people, so dont worry too much about the tit for tat. Agreement (volume) : to aizeng clear, if we go TaoJiaoQing relationship, but the effect is not big. In the concluding stage of the visit tiger type customers often for our salesman concluded, if directly asked him to use our products, can also obtain its response. As long as the wording of the respect to request, result oriented to conclude discussion with him. Timely follow up after the visit, we will deliver as soon as possible, the problems according to the contract. More anti cheat, point now. If the use superior relationship let its purchase, this kind of person will retain their point of view.Visit Owl (Owl) customers: prologue: simple greetings, we dont kid, excessive formal etiquette; The talking points of interest are: solutions to the problem of details, new information, process, rather than as a result, provide written materials, carefully explained it again, he would himself again; We ask way: down the ideas to XiaWen, not beside the point, like delicate and profound problems, and his thinking together, have a craigslist. Attention to the logic to ask and answer. In persuading phase, we say, to show more authority to the enterprise and product evaluation and identification of evidence, such as using FEBA state method. Objection: we want to know their own defects and response method. By providing new information, new ideas to change each others point of view, but dont judge in his place. Dont deny, dont the assertion, to speak for and then fruit. Agreement (volume) : when this sign sign, urged the available schedule, or convince them temporarily put aside some minor problems. Concluding stages of the visit, we dont put pressure on to him, we must let he has enough time to consider evidence to measure and consider the views of all, on the analysis and thinking, let them have time they usually to the reaction is very good, concluding the security guide to reduce risk. Follow up after the visit, we dont need too much care, dont him too much time. If the result does not accord with expectations, should be timely treatment, explain the reason, review the original ideas with each other, take action. The other wont blame to our salesman. If use the superior relationship to buy, the sort of person who will be the results of the analysis, and advice from the technology, the subsequent fault, see.Visit Peacock (Peacock) customer: prologue: we dont to the point, insert the jokes, gossip, until start atmosphere, and then very casually into the subject; The talking points of interest are: different things to other people, and new things, rather than technical details; Ask: can we touch each others happiness and suffering, it is best to bring each other whine, then down to XiaWen. In persuading stage, we want to word of praise, vigorously promote products unique, including its novel, celebrity use experience, etc., to praise the bargain, etc., using FABD state method. Objection: we must not hurt feelings. Sometimes put aside for a while also have forgotten. Will it work risks. An agreement (a deal) : strike while the iron is hot, over time, heat is gone. Will sign the bill after drinking, after the uncomfortable also calculate. Love touched. Concluding stages of the visit, we can try to and expressed the opinion, but must first determine if the argument is really what they agreed to, for they, in conclusion, action phase is very important, with identification guide to again peculiar interest. Follow up after the visit: we want to greetings from time to time, send some novel gifts. If the use superior relationship let its purchase, this kind of person will not be happy, to escape.Visit the Koala (Koala) customer: prologue: our salesman to talk about his personal concern or two people have a common topic, let each other fully trust our salesman; The talking points of interest are: is to people, especially the acquaintance. We want to tell him about their own interests, to test his reaction, reaction wrong topic changed immediately, until he break the ice. Dont be afraid of temptation, we need to know everything. We ask: we cant just ask, by implication. His alert is very high, especially the first meeting, try to let him slowly relax. He spoke carefully, not usually directly on his views. We are going to commonly used youre right, hand in shallow depth of avoid by all means. In persuading stage, we have to respond, to make them realize the convenience of purchase, use and service. Using the method of FABC statement. Objection: when he said that is not satisfied with A us beware of his actual B is not satisfied. If you cant understand, he will continue to bring pain not to itch, ambiguous speech. Agreement (volume) : cant push too hard, unless the relationship, but you can use one thousand urged. In the concluding stage of the visit to this kind of customers agree that argument/interested in place, we can try to repeat over and over again, understand that to help them make a decision, but be gentle calm attitude to do, dont pressure to them, to emphasize customer orientation for the benefits of its customers. Follow up after the visit, we have to constantly maintain relationships, or credit bankruptcy. Promise must fill in. Problem must give a reason, so that he can give to others. If the use superior relationship let its purchase, that person would be willing to accept a point of view. 2380664.com Adaptive selling skill Topk technology is one of the top intelligence, human Huang Dehua is standing on the shoulders of giants, again in the form of articles are summarized. Because the technology is the cheapest most effective. Huang Dehua still remember three, vice President of the hospital, they are medical colleagues recognized as ti