管理资料市场营销销售攻心术

1、精选ppt1精选ppt2What would you do?你会怎么做？你会怎么做？精选ppt3Understanding the Customers Mindset 了解客户的心态Prospecting for the Right Customer寻觅正确的客户Making Appointments with Customers 有效地预约客户Uncovering the Needs and “Pains” of Customers挖掘客户的需求与“痛处”Presenting Your Solution提出你的方案Finding Out the Decision Making Structu

2、res, and the People Behind the Scenes了解客户的决策过程，以及幕后势力Effective Follow Through and Closing 有效地跟进及签单Effective Negotiations and Objections Handling有效地协商及如何应付反对意见精选ppt4Understanding the Customers Mindset 了解客户的心态精选ppt5Salesman A 销售员 A:Very humble 很谦卑Full compliance to his customers whims and fancies对客户千依

3、百顺、唯命是从1.Always diligent when w o r k i n g f o r h i s customers为客户做事从不怠慢Salesman B 销售员 B:Very confident 非常自信Give guidance to the way o f t h i n k i n g o f h i s customers引导客户思想方式1. Only do meaningful things for his customers and refuse anything that does not bring benefits 只为客户做有意义的事情，而不干那些效益较低的

4、活There are two types of salespeople有两种销售员:Which salesman will be more successful?哪位业务员会更加成功？哪位业务员会更加成功？精选ppt6The 2 Motivations that Everybody Has每个做任何事情的两种动机: Seek Pleasure希望拥有; Avoid Pain害怕失去The Top 3 Things on Customers Minds企业客户，脑子里总想着的3件事: _ Money _钱 _ Money _钱 Dont Want to _ Money不要_钱精选ppt7The

5、Salespersons objective is to销售员的目的是: Get as much money as possible赚越多钱越好 From the Customer从客户身上!The Customers objective is to客户的目的既是: Prevent anything and anybody to take away their money防止任何人或事物拿走自己的钱!Why people Customers buy things?客户为什么要买任何东西？精选ppt8Manage Risk降低购买风险降低购买风险Shop Around随意更换供应商随意更换供应商

6、Partnering 与供应商形成伙伴关与供应商形成伙伴关系系Leverage Size以大订单作为杠杆以大订单作为杠杆StrategicImportance of Sellers Products 卖方产卖方产品的战略重要性品的战略重要性Difficulty of Obtaining Substitutes 获获得替代品的困难程度得替代品的困难程度Source:HuthwaiteHi 高高Lo 低低Lo 低低Hi 高高精选ppt9精选ppt10精选ppt11A Value is NOT a Real Value UNLESS the Customer Wants It!客户所不惜的就不是客户

7、所不惜的就不是真正真正的价值的价值精选ppt12销售员要怎样才能给客户提供价值？精选ppt1339% of a customers decision to buy from your company is based on the effectiveness of the sales representative39%的顾客是因为销售人员的表现而决定购买的Help customers define their problems and help solve them帮助客户锁定问题所在并给予解决Help customers make informed choices帮客户做明智的选择Help

8、customers resolve concerns about the purchase帮助客户放心购买Help smoothen the purchasing process帮助协调购买过程Help smoothen the implementation process帮助协调购买后的执行过程精选ppt14Can your customers distinguish good value from bad?你的客户能够辨别高与低价值产品、服务吗？Do your customers understand the value you can provide them? 你的客户了解你能提供什么

9、价值吗？ When you educate your customers, you shall see your profits soar (Jay Abraham) 当你引导客户，你将看见你的盈利大幅度升高 (Jay Abraham)How can you educate your customers?你该如何引导客户呢？精选ppt155 Strategies 5个策略 Simple logic 简单逻辑 If customers have unanswered questions about a product, theyre less likely to buy 如果顾客对某个产品有疑问

10、，他们购买的几率就很低 If you educate your customers, you gain their trust and confidence immediately当你客观地对顾客进行产品、服务教育，你将赢得他们的信赖 Personal experience 个人经历 Sampling样品 Demo示范 Sensory触觉 Reputation 声望 Testimonial/ Referral 鉴证、推荐 Guarantee保证精选ppt16精选ppt17此销售情况是否与你的此销售情况是否与你的很像？很像？联络潜在客户时抱着希望进行销售跟进并“追踪”此前在客户潜在客户躲避你，不

11、回你的电话没有销售成功，被回绝1.受挫和失望这情况更有效（并感觉也这情况更有效（并感觉也很良好）很良好）联络潜在客户时并不期望能进行销售与客户展开以客户为重点的对话建立联系，并明确会面的议程你决定“适合”或“不适合”无论销售与否，你都知道了事实1.你已经为未来的合作建立了联系精选ppt18精选ppt19Understanding the Customers Mindset 了解客户的心态Prospecting for the Right Customer 寻觅正确的客户精选ppt20“In preparing for battle, I have found plans are useless

12、, but planning indispensable.”在打仗前的准备阶段，我发现计划没什么作用，但又是不可缺少的。Dwight D. Eisenhower埃森豪威尔埃森豪威尔(18901969), U.S. general, Republican, politician, president.美国总统、政治家、共和党、将军精选ppt21Sales Opportunity销售契机: Are There Real Needs是否有有效需求 Cost-Benefit Analysis: for You and For the Customer成本效益分析：对你及你的顾客进行成本效益分析 You

13、r Relationship with Key Players你与主要客户的关系 Time Frame时间框架 Do they have the Resources Required (e.g. money)他们有没有所需资源（如：津费） Competitive Forces竞争压力 Other Customer Concerns顾客关心的其他问题 How should you approach, propose and follow through? 你该如何介入、提案及跟进？精选ppt22销售销售员最重要的资源员最重要的资源Time时间时间精选ppt23You can choose to

14、spend time on good prospects; Or waste in on lousy prospects 你可以将时间用在有质你可以将时间用在有质量的目标客户；也可以耗在烂客户身上量的目标客户；也可以耗在烂客户身上精选ppt24Who are your current best customers?你目前的最佳客户有哪些？Demographics客户背景 What markets do they serve?他们主要针对什么市场？ What is their corporate culture?他们有怎样的企业文化Psychographics客户心态 Why do they w

15、ant to buy from you? 他们为何选择你？ What are some of the critical buying factors for them? 他们购买时的关键购买因素是什么？Who will be your future best customers? 你将来的最佳客户是谁呢？ Are there any different from current best customers?他们跟目前的最佳客户有区别吗？ What are the ways that you can find them?你该如何找到他们？精选ppt25Their Customers 他们的客户

16、Others in the same industry其他同行Other Suppliers其他的供应商Trade journals/ periodicals行业杂志/刊物Experts 业内专家Others其他精选ppt26Understanding the Customers Mindset 了解客户的心态Prospecting for the Right Customer寻觅正确的客户Making Appointments with Customers 有效地预约客户精选ppt27Whatever it is, it MUST be Valid Business Reason to th

17、e customer!不管你说什么，都得带给客户合适商务不管你说什么，都得带给客户合适商务价值！价值！精选ppt28State your Valid Business Reason for your Call, and Get Permission to Ask Questions在会面的开始，我们先与对方陈述此次会面的合适商务理由（当客户了解你提问的用意，他更会与你合作） “The purpose of my call is to explore ways to better manage your supply chain so that it reduces your costs and

18、 still increase customer satisfaction. Is it OK that I ask you a few questions?.” “今天我跟您交谈的目的是探讨你们公司是不是能够更好地管理您的供应链以降低成本并提高您的客户满意度。你不介意我问一些问题，了解一下你们公司情况？”精选ppt29The reason impacts the customers concept of what they want to accomplish, resolve, or avoid 影响客户对他们想要实现，解决或避免的观念的理由The reason sets your pho

19、ne call as a high priority for the customer客户把你的电话做优先考虑的理由 The reason answers the question, “whats in it for me?” for the customer 回答客户问的“这关我什么事？”的问题The reason is clear, concise and complete理由清晰，简练，完整精选ppt30Who do you usually call?你一般约谁？Who else can you call?你还能约其他什么人？What makes them DONT want to an

20、swer your call?他们为什么不愿意见你？What makes them want to answer your call?他们为什么会愿意见你？精选ppt31Understanding the Customers Mindset 了解客户的心态Prospecting for the Right Customer寻觅正确的客户Making Appointments with Customers 有效地预约客户Uncovering the Needs and “Pains” of Customers挖掘客户的需求与“痛处”精选ppt32精选ppt33Customers dont car

21、e how much you know, until they know how much you care 客户不会考虑你知道多少，直到他们知道你为他们考虑多少“You Must Understand Our Business” Research on what customers expect of sales people conducted with 80,000 customers conducted over 14 years“你必你必须了解我们的商务营运须了解我们的商务营运” 一项厉行14年，采访了80,000名客户的针对客户对销售人员的期望值调研Sales people who

22、 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 organisations in 23 countries 会提问的销售员比会提问的销售员比不提问的将获得更好的业绩不提问的将获得更好的业绩 一项厉行12年，历经23个国家，采访了35,000顶尖销售组织业务员的调研 精选ppt34First, state your Valid Business Reason首先，陈

23、述你的合适商务理由Then, ask the following types of questions接着提问以下: Current-Future States当下与预期的状况 Highlighting and Intensifying “Pain” Areas挖掘客户的 “痛楚” Expected Paybacks/ ROI 所预期的回报 Associated Risks and Obstacles 相关的风险与障碍 Provide Assurance 安抚他们的忧虑精选ppt35Every potential new sale is a change for customers每个新的销售

24、单子对客户来说是一种改变Customers will have some expectations on how they will want to benefit if they were to make a purchase 顾客会对将要购买的产品益处抱有一定的期待When customers are not sure about what their future state is, they may be the wrong person to talk to, or they may not have a clear buying need当顾客对预期的状况不确定或他没有明确的购买需

25、求，那么你可能找错人了 精选ppt36What will happen if nothing is done?如果什么都不做的话会怎样？What will happen if they buy from an inferior supplier?如果跟次级的供应商买会怎样？ What will happen if the product is of a lower quality?如果产品质量低劣会怎样？ What will happen if it takes much longer to ship?如果送货时间过长会怎样？ What if the after-sales service/

26、maintenance is not but to expectations?如果售后服务或维修比预期的低许多会怎样？Customers with weaker “pain” issues may be less likely to buy 痛楚比较少的客户购买意识比较薄弱精选ppt37What will be the biggest monetary benefit if the customer buys from you?客户在购买你的产品后能得到哪方面的实质性好处？What will be the biggest non-monetary benefit if the customer

27、 buys from you?客户在购买你的产品后能得到哪方面的非实质性好处？How can you prove it？你将如何向他们证明？精选ppt38Will your customer be concerned with:你的客户是否会有以下顾虑： Buying from you for the first time?是否第一次向你购买？ Buying new high-value items for the first time?是否第一时间购买高新技术项目？ Possible product/ service failures, defects or delays?产品或服务是否有缺

28、陷、会失败的或送货延迟？ Poor feedback and response from senior management?高层管理的负面反馈、反应 Poor feedback and response from end users?使用者的负面反馈、反应精选ppt39What kinds of assurances do your customers need?你需要给你的客户排除哪方面的顾虑？Who else in your customers organisation need assurances as well? 除了你的客户本身，你还要给他们公司的哪些人排除顾虑？What alt

29、ernative assurances can you provide?你能提供哪些“担保”？精选ppt40Understanding the Customers Mindset 了解客户的心态Prospecting for the Right Customer寻觅正确的客户Making Appointments with Customers 有效地预约客户Uncovering the Needs and “Pains” of Customers挖掘客户的需求与“痛楚”Presenting Your Solution提出你的方案精选ppt41Have you found out what ar

30、e the roles of everybody in the customers team?你有没有找出对方各个成员的角色？If not, have you clarified why are they interested in your solution?如果还没有，你有没有澄清他们为什么对你的方案感兴趣？精选ppt42Background Information about Your Company关于你公司的背景信息 This is the least helpful to sales, but is a necessity 在整个销售环节里醉起不了作用，但是个必备话题 Spend

31、the least time on this aspect 在这方面尽可能用最少的时间Feature Your Main Selling Points and How it Benefits Your Client 向客户呈现你的产品特征、优势，并让他了解对他有什么益处/ 价值For Every Selling Point, Ask a Confirmation Question to Get Clients Agreement 在呈现每个卖点的时候，提出一个确认式的提问，博取客户的认同精选ppt43Background Information背景信息: “We are founded in

32、19xx, and have served n number of customers worldwide” “我们是19xx年创立的，并在全球拥有n个客户”Featuring Your Main Selling Points 体现你的卖点: “With this new system, you can reduce turnaround time in half, and at the same time improve customer satisfaction” “这个系统将让你减少一半的生产时间，并同时改善客户满意度”Getting Confirmation 博取认同: “Is thi

33、s one way that might help you in your business?.”“这是不是能帮你提高业绩的方法之一？”精选ppt44Understanding the Customers Mindset 了解客户的心态Prospecting for the Right Customer寻觅正确的客户Making Appointments with Customers 有效地预约客户Uncovering the Needs and “Pains” of Customers挖掘客户的需求与“痛楚”Presenting Your Solution提出你的方案Finding Out

34、the Decision Making Structures, and the People Behind the Scenes了解客户的决策过程，以及幕后势力精选ppt45为什么要在客户的公司联络至少两个人？精选ppt46In a survey of Winning Sales Organisations by Miller Heiman: 65% of all complex sales will require sales people to contact 3-5 people in the customers organisation before the sale is close

35、d 65%的销售是要销售员在签单以前与客户团队中的3-5个人打交道 34% will need to contact 6 or more people 34%需与6人或以上打交道Relationships that rely on one person is very vulnerable. Why？与一个人建立关系是非常脆弱的。为什么？精选ppt47More departments are getting involved in the buying process due to increasing complexity更多的部门加入到购买的过程中，使其变得更复杂Top managemen

36、t is also increasingly more actively involved in the buying process高级管理层也积极介入购买过程Customers are getting very knowledgeable about sellers products, services and capabilities 客户越来越了解销售人员的产品，服务和性能Customers want to avoid risks客户想要避免风险精选ppt486 Questions to Ask Before You Close 在你跟在你跟客户接单之前所需提出的客户接单之前所需提出的

37、6道提问道提问:After all we have discussed so far, which part do you feel is most helpful?在我们所探讨的事项中，你觉得哪方面对你最重要？Besides yourself, who else will you consult with regards to making such decisions?除了你本身，你还会参考那些同事的意见来做决策呢？Which aspects do you think are most helpful to your colleagues?你觉得哪方面对你的同时最有帮助呢？i.What w

38、ould you like to see in my proposal? 如果我给你份计划书，你想看到些什么呢？精选ppt49As the proposal shall cover many aspects, we wont 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 you

39、r feedback? Is that ok with you? 因为我们谈了很多方面的信息，给你建议的方案也将会是多方面的。因此，单凭几张纸，可能表达不清。你看我们是不是可以下周三上午10点会个面，让我跟你解释里面内容，也让你直接向我提出你的意见，好吗？Since you will be consulting with your colleagues opinions, would like to invite them for our discussion? 既然你在这方面会参考你的同事的意见，到时候能不能顺便顺便请他过来一下呢？精选ppt50The Decision Maker 决策者T

40、he Fault Finder挑毛病者The Gatekeeper挡门者The User 使用者The Sherpa/ Guide 引路者精选ppt51Buying to Spur Growth刺激增长Buying to Solve a Big, Current Problem解决棘手的问题So-So, Not Much Motivation to Buy不好不坏，对你的产品可有可无Over Confident, No Reason to Buy at All 过于自信，完全没有购买的必要In ALL Big Selling, theres ALWAYS official and person

41、al motivations for each player 精选ppt52Who has ownership of the project? 谁是这个项目由谁主管？The level of project prioritisation 项目缓急程度Organisation/ strategy alignment 组织/策略合作Staffing/ implementation plan 员工/ 执行计划Financial approval 财务批准精选ppt53Solution approval方案批准Legal/ contract approval 法律/ 合约批准Who are the r

42、ecommended vendors? 谁是受推荐的卖方？Final approval最后批准The final obstacle: the Procurement department最后一关：采购部门精选ppt54Increase Revenue增加收入Reduce Costs 降低价格Improve Asset Utilisation增加资产运用精选ppt55Achievement 成就Relationships 关系Reputation声望Career Advancement仕途Leisure 悠闲Money金钱Interesting Work工作上的乐趣精选ppt56Earnings

43、 盈利Growth增长率Stock PerformanceMarket Share市场占有率Strategic Advantage战略管理Quality质量Asset Management资产管理Risk Management风险管理Regulatory Compliance规章条例Branding品牌Corporate Values and Culture组织价值和文化精选ppt57Think of a deal you have previously won/ lost that involves multiple decision making players 设想你曾成功（或不成功）接

44、单，而又需要多人决策的客户 How many people have you communicated with? 你跟对方企业的多少人进行过沟通？ What are their influence level from 0-10从0-10的影响程度 Who are the Decision Maker, Fault Finder, Gatekeeper, Users and Sherpas? 对方谁是决策者、挑毛病者、挡门者、使用者及引导者？ What were their official and personal motivations to buy from you? 他们跟你购买的在

45、公、在私的动机是什么？ Do they support you or are they against you? 他们是否支持还是抗拒你？ What are their reasons for doing so? 他们为什么会这样做？ What else do you feel you should have done? 你觉得你哪方面该做的没做？精选ppt58How can you identify the supporters in your customers organisation? 你该如何发掘客户组织里的支持、拥护者？Ask your supporters to让你的支持者: P

46、rovide information提供信息 Advise you on their internal decision making procedures使你了解对方内部的决策过程 Say a few nice words to the main Decision Maker 给最终决策者吹吹耳边风精选ppt59How can you identify the opposition in your customers organisation? 你将如何发掘客户组织里的抗拒着？Ways to deal with the opposition如何应对抗拒着: Resolve any confl

47、icts with them 化解冲突 Assure them they will not lose out if their company buys from you给于保证 Get help from your supporters to reduce the oppositions influence设法降低他们的音响力精选ppt60Understanding the Customers Mindset 了解客户的心态Prospecting for the Right Customer寻觅正确的客户Making Appointments with Customers 有效地预约客户Un

48、covering the Needs and “Pains” of Customers挖掘客户的需求与“痛楚”Presenting Your Solution提出你的方案Finding Out the Decision Making Structures, and the People Behind the Scenes了解客户的决策过程，以及幕后势力Effective Follow Through and Closing 有效地跟进及签单精选ppt61Usual Way of Follow Through 一般跟进的方法: “What do you think of our proposal

49、? Would you like to sign up now?” “你觉得我们的计划书怎样？你现在能签单吗？” “How long more do you need to consider?”“你还需要考虑多久？”精选ppt62Better Suggestions更好的建议: Focus on the Common Ground established early in the sales appointment 专注在你们双方之前达成的共识 Summarise the sales meeting, highlighting their “pain” issues, and ways we

50、can help 简单总结上次销售会议，提醒他们的“痛楚”以及我们能提供的方案 Seek to understand their decision making structure, and the level of influence of each player尽量了解他们决策过程以及每个角色的影响力 For complex sales, seek to meet more characters from the clients company, and understand each of their buying motivations 如果销售情况复杂，尽可能了解对方更多的角色，及其

51、购买动机精选ppt63How to Ask for the Order怎样让对方签单: “What do you say we should do next?/ How shall we proceed from here?”“你觉得我们下一步该怎么做呢？” “If you were to use our services, when do you think is the best time. Why?”“如果你会用到我们的服务，你觉得什么时候最合适呢？为什么？” “If you were to use our products, how do you want to use them?”“

52、如果你会用到我们的产品，你会怎么用它？” “Would you like to give it a try?”“你想先拿来试试吗？”精选ppt64How to Ask for the Order怎样让对方签单: “What do you say we should do next?/ How shall we proceed from here?”“你觉得我们下一步该怎么做呢？” “If you were to use our services, when do you think is the best time. Why?”“如果你会用到我们的服务，你觉得什么时候最合适呢？为什么？” “I

53、f you were to use our products, how do you want to use them?”“如果你会用到我们的产品，你会怎么用它？” “Would you like to give it a try?”“你想先拿来试试吗？”精选ppt65A sale is not completed until you ask for referrals 直到你请求获得推荐时，销售才真正结束Referred leads are the easiest to close 通过他人推荐的客户是最好的销售对象You close twice faster on referrals 他人

54、的推荐能使你业绩翻倍Eg. if we are happy with a product, we tell our friends about it例如，如果满意一种产品， 我们会将之推荐给我们的朋友 精选ppt66Understanding the Customers Mindset 了解客户的心态Prospecting for the Right Customer寻觅正确的客户Making Appointments with Customers 有效地预约客户Uncovering the Needs and “Pains” of Customers挖掘客户的需求与“痛楚”Presentin

55、g Your Solution提出你的方案Finding Out the Decision Making Structures, and the People Behind the Scenes了解客户的决策过程，以及幕后势力Effective Follow Through and Closing 有效地跟进及下单Effective Negotiations and Objections Handling有效地协商及如何应付反对意见精选ppt672 or more parties negotiate because each wants to have MORE than what the o

56、ther is offering 双或多方协商是因为他希望从对方手上得到更多好处2 or more parties negotiate because they both believe that they can get a better deal than if they dont双或多方协商是因为他们都坚信协商能比不协商带来更多益处精选ppt68Best Alternative to a Negotiated Agreement谈判协议的最佳替代方案精选ppt69What is your BATNA? 你的BATNA是什么？What are your objectives? 你协商的目标

57、有哪些？What are you prepared to give? 你能够给于什么？How can you find out more information? 你该怎样找到更多的信息？What is our common ground? 双方的共识是什么？How do you intend to educate your customer about your value? 你该怎样引导对方认可你的价值？At what point should you walk away? 你什么时候该放弃谈判？What is your customers BATNA? 对方的BATNA又是什么？What

58、 are your customers needs, wants and concerns? 对方有什么需求及顾忌？What happens if your customer does nothing? 如果对方按兵不动，你会怎么做？What are their priorities? 他们最关注哪些事？精选ppt70Objections happen at ALL stages of the sale客户反对意见无时不在，随时都有 The key to successful selling is to avoid objections, not to handle them as they

59、arise成功的销售模式是避免反对意见，而不是遇到反对意见才兵力将挡Framework of handing objections处理反对意见的方式Empathise (But not to agree with)体恤对方（但不是同意对方的立场）Clarify澄清对方的看法Agreement to an Action解决反对意见精选ppt71When customers raise objections, DONT confront or argue with them, otherwise you will only get embroiled in an argument with the

60、m客户提出任何意见，都不能直接反驳，否则只会跟客户发生争执“I understand what you mean”“我明白你的意思”“I understand how you feel” “我了解你的感受”“Im glad you bring that up!”“我非常高兴你提起这件事！”精选ppt72The meaning of the words they say vs. what they REALLY mean澄清对方所说的虚实 Unfair comparisons不公平的对比 Delay tactics拖延的举动 Give and take strategy讨价还价“Whom did