工业品销售培训课件

工业品销售培训工业品销售培训讲师：谭小琥工业品销售培训工业品销售培训讲师：谭小琥IndustrialProfessional

&ExcellentSellingWorkshop工业品专业销售精英训练营IndustrialProfessional

&Exc分组选队长定队名（如雄鹰队，猛虎队…)定口号（如“只当第一，不做第二”）团队展示：我们是**队，我们的口号是******分组选队长计分规则积极提问及回答问题+3—5分违反课堂纪律-3—5分团队游戏+10—40分计分规则积极提问及回答问题+3—5分Whyweneedtraining？为什么需要培训？Getknowledge&experience获取全面的知识与经验，省去摸索的时间和少走弯路Systematicthinkingability系统性的思考能力，避免遗漏重要事项Teamusesamelanguage,bettercommunication团队使用同样的语言，更好的沟通Competitorisdoingit你可以不学习，但你的竞争对手不会Whyweneedtraining？为什么需要培训？AttitudetoTraining对待培训的态度EmptyCup空杯心态Believeit相信（少林拳谱）Practicemakeperfect熟能生巧（平时多流汗，战时少流血）AttitudetoTraining对待培训的态度EObjectives目标Totrainsalesprofessionalwiththeemphasisonbasicpracticalskillofindustrialproductsselling通过强调工业品销售的基本实战技巧来培训出专业的工业品销售人员Objectives目标TotrainsalespWhatMakesForASuccessfulIndustrialSalesProfessional……

是什么造就了一个成功的工业品专业销售人员Training培训Practice练习Preparation准备WhatMakesForASuccessfulInTheIndustrialSalesProfessional

关于工业品专业销售Howistheobjectiveachieved?目标是怎么达成的？Whatistheknowledgerequired?需要哪些知识？Whataretheskillrequired?需要哪些技巧？TheIndustrialSalesProfessioAIndustrialSalesprofessionalDefined……

对工业品专业销售的要求Fourelementsoforientation四大要素要求Product&Applicationknowledge产品和应用知识Customer&marketknowledge客户和市场知识Dynamicsellingskill强有力的销售技巧Personalcharacteristic个人特质AIndustrialSalesprofessionaSelfDevelopmentResponsibilities……

自我培养的责任……Knowledge知识Knowyourposition了解你的职责Knowyourcompany了解你的公司Knowyourindustry了解你的行业Knowyourmarket了解你的市场Knowthebenefits了解你的优势Knowyourproductsandapplication了解产品和应用Knowthesellingprocess了解销售过程Knowyourgoalsandtarget了解你的目标SelfDevelopmentResponsibilitSelfdevelopmentResponsibilities……

自我培养责任……B)Attitude态度Desiretolearn学习的欲望Confidencetoeducate对教育的信心Dedication投入地工作Powertomotivate自我激励能力Abilitytopersuadeothers说服别人的能力Drivetoachieveyourgoals努力达成目的SelfdevelopmentResponsibilitSelfdevelopmentResponsibilities……

自我培养的责任……C)Skill技巧Toprospect了解潜在客户Todeveloppersonalrelationship建立个人关系Toanalyzeinformation信息分析Togivesalespresentation销售演示Toentertaineffectively有效应酬Topreparetimelyreports及时写报告Tofollowprocedures跟进流程Toorganize组织销售过程Toanticipatesituations预见状况Tothinkcreatively创造性思维SelfdevelopmentResponsibilitSelfdevelopmentResponsibilities……

自我培养的责任……D)Habit习惯Procedureandorganization程序和组织Study学习Research研究Physicalcare&appearance外表和健康的维护SelfdevelopmentResponsibilitPersonalImpact---Factors个人影响因素A.Personal个人的Initiation启动力Abilitytolearn学习能力Energy-actionoriented行动力Tolerancetostress

承受压力Tenacity永不放弃Adaptability适应力Rangeofinterests

兴趣广泛Appearanceimpact外表Honesty诚实Careerambition

职业雄心Credibility可信UrgetoWin想赢PersonalImpact---Factors个人PersonalImpact个人影响因素B.Communication沟通Oralcommunication口头沟通Oralpresentation口头演示Writtencommunication书面沟通Non-verbalcommunication非语言沟通Goodlistener好的听众C.Motivation动机Sensitivitytoother’sview对别人看法的敏感性Willingnesstolead领导的意愿Teamplayer团队选手Behaviorflexibility行为灵活Negotiation“patience”谈判耐心PersonalImpact个人影响因素B.ComPersonalImpact---Factors

个人影响因素D.Judgment决断Decisiveness果断Problemsolving解决问题Risktaking承担风险Independence独立自主Insight洞察力Innovativeness创造力Analyticalability分析能力Professionalknowledge专业销售知识Technicalknowledge技术知识PersonalImpact---Factors

个AttributesofaSalesProfessional

专业销售的特性Selfstarter自发Selfdiscipline自律Selfmotivated自我激励Selforganized自我组织Selfevaluate自我评估Selfdevelop自我发展AttributesofaSalesProfessiSalesProfessionalAttributes&Behavior

专业销售的特质和行为特征Credibility可信Unforgettable不健忘Maturity成熟Confidence自信Enthusiasm热情Sociability社会性Ambition野心Observations观察力Respect尊重Organized有组织的SelfMotivation自我激励Resultsoriented结果导向Energy精力充沛Hardworking勤奋Creative创造力Businessknowledge业务知识Empathy同感心Flexible灵活SalesProfessionalAttributesWhatDoCustomerWantFromYou?

客户对你的要求？Consistency一致性Honesty诚实Flexibility灵活性Knowledge专业知识Someonetheycancounton可以被指望（依赖）WhatDoCustomerWantFromYouConclusion-agoodsales…

总结-好的销售是…Neverevergiveup永不放弃Knowledge&Skill知识与技巧Teamplayer团队精神Goodhabit良好的习惯Domore做的多一点Conclusion-agoodsales…

总结-MainElements主要要素（一）The8stepsbasicsellingprocess销售的八个步骤Essentialelementofintelligence情报信息的要素Salesplanningprocess销售计划过程Questioning&Listening发问和聆听技巧FundamentalSellingSkill销售技巧基础MainElements主要要素（一）The8sMainElements主要要素（二）Features&Benefits特点和益处SellingValues&ValueCreation价值销售和价值发掘Pricing&Negotiation定价及谈判ProcessofHandlingObjection异议处理Closing&Getorder

结束并获取订单TerritoryManagement区域管理MainElements主要要素（二）FeatureTheSellingProcess

销售过程步骤Pre-reconnaissance前期勘察Approach接触Reconnaissance深入了解Gainingconfidence(Credence)获取信任技巧Planning计划InterpersonalSkills&instantimpact人际能力&第一印象Questioning&listening发问与聆听Personalintegrity,Companystrengthandcommunication人品，公司力量，沟通TheSellingProcess

销售过程步骤技巧TheSellingProcess

销售过程步骤Presentation销售演示Commitment承诺Demonstrate证明Maintain维护技巧Preparation.准备Determination,closing决定Followup跟进Becomingindispensable变得不可缺少（客户依赖）TheSellingProcess

销售过程步骤技巧MainElements主要要素（一）The8stepsbasicsellingprocess销售的八个步骤Essentialelementofintelligence情报信息的要素Salesplanningprocess销售计划过程Questioning&Listening发问和聆听技巧FundamentalSellingSkill销售技巧基础MainElements主要要素（一）The8sCustomerEconomicIntelligence……

客户情报Whoismycustomer?谁是我的客户？Whatishisorganizationstructure?他的组织架构？Whatarehisproductandserviceneeds?他需要的产品及服务？Whatishisfinancialposition?他的财务状况？Whatkindofbusinessheistryingtorun?他的生意性质？Whatfactorsaffectorcontrolhisfreedomofoperation?影响他的业务的因素？CustomerEconomicIntelligenceProductelementsofIntelligence……

产品基本情报HowcanIhelpthecustomer?我如何能帮到他？Canmyproductbeintegratedintothecustomer’ssystem?我的产品能否整合到客户的系统中？Iscostofoperationgoingtobeafactor?成本的敏感性Price?价格Serviceability?操作性Safetyconsiderations?安全方面的考虑Deliverytime?交货时间Doesitmeetindustryorgovernmentspecifications/standards?是否符合行业或国家的相关法律法规和标准的要求ProductelementsofIntelligenProductelementsofIntelligence……

产品基本情报Productselectandtroubleshooting对于产品选择和解决投诉极具意义Machine机器与生产线Substrate材料Enduser最终产品及应用要求Cost/Competitor竞争对手产品/价格比较Plantcondition客户工厂状况（温湿度，洁净情况，通风情况……)ProductelementsofIntelligenIntelligenceonCompetition……

竞争对手的情报Whoaremycompetitors?谁是我的竞争对手？WhatdoIknowabouthisusualmethodofoperating?他通常的销售手法？Whatarehispersonalstrengthsand/orweaknesses?他的强项与弱项Didhehavespecialtieswithmycustomer?他与客户有否特别的关系IntelligenceonCompetition……

IntelligenceonCompetition……

竞争对手的情报CanheseemycustomermoreoftenthanIcan?他比我看客户更勤吗？Whatexperiencehasmycustomerhadwithmycompetitor?他与客户的合作的经历（好的，坏的）Whatismycompetitor’sproduct/applicationrange?竞争对手的产品/应用范围Whatismycompetitor’ssalesorganizationstructure?竞争对手的销售组织架构IntelligenceonCompetition……

Howtogatherintelligence

怎样获取情报Listenwith“youreyes”用你的眼睛听Listenwith“yourmind”用你的“心”来听Gethimtalkingandkeephimtalking鼓励和保持他说Howtogatherintelligence

怎样获Customerfacts!!关于客户的事实Oncewehaveattractedcustomers,retentionisessentialas:Itcancost5timesasmuchtoselltonewcustomersthanexistingones.开发新客户比维护老客户耗时五倍Customerloyaltymustbeearnedandsustainedthrough:Understandingoftheneeds,requirements,desireandrelationships.客户忠诚度必须通过了解其需要，要求，愿望和与其的关系获得

Thiscanonlybeachievedthroughthesystematiccollectionofcustomer,competitorandmarketintelligence

必须通过系统地收集客户，竞争对手和市场情报来达成Customerfacts!!关于客户的事实OnceMainElements主要要素（一）The8stepsbasicsellingprocess销售的八个步骤Essentialelementofintelligence情报信息的要素Salesplanningprocess销售计划过程FundamentalSellingSkill销售技巧基础Questioning&Listening发问和聆听技巧MainElements主要要素（一）The8sPre-callSalesPlanning

拜访前的计划ListsomeofthePre-callplanningquestionsthatyouhavetobepreparedtoanswer写下你可能要说/回答的问题Whatwillbeyouropeningstatement/remarks?开场白Whatinterestfactorwillyouuse?

准备运用的兴趣点Whatbenefitswillyoupresent?

准备呈现的卖点Whatproofwillyouuse?

准备使用的证据Whatwillbetheprobablecustomer’sobjections?

客户可能的异议Whatwillbeyourlogicalanswerstoprobableobjections?对异议的回答Pre-callSalesPlanning

拜访前的计划Tipsforcall拜访的心理准备既然花了功夫准备，就应充满信心虽然做了预案，可能会有新情况学会随即应变不看客户永远不会了解客户，也不会有机会大不了被拒绝（7次）拒绝你是客户的损失客户也是人（信息的缺失，同理心）Tipsforcall拜访的心理准备既然花了功夫准备MainElements主要要素（一）The8stepsbasicsellingprocess销售的八个步骤Essentialelementofintelligence情报信息的要素Salesplanningprocess销售计划过程FundamentalSellingSkill销售技巧基础Questioning&Listening发问和聆听技巧MainElements主要要素（一）The8sRoleplay-companypresentation角色扮演-公司简介Twosales两位自愿销售人员Givecompanypresentation各自作出陈述Time:3min时间三分钟Comments评点Roleplay-companypresentationFundamentalSellingSkill

销售技巧基础

Visualaid-salesfolder,sample,tools视觉辅助工具-文件夹，样品，技术工具Salesprocessskill销售过程技巧Customeranalyze客户相关人员分析Drivetosale销售推进器Communicationskill沟通技巧FundamentalSellingSkill

销售技巧Salespresentation-Visualaid

销售演示-视觉辅助工具Salesfolder销售人员的文件夹Companyintroduction公司介绍ProductTDS产品技术说明书Testingreport（对比）测试报告Certification环保证书Processdraft户）工艺流程图Industry&marketinformation行业&市场资讯（媒体）避免初次见面无话可说或杂乱无章，“眼见为实”，显示准备的充分性，尊重客户时间，有价值的分享。Salespresentation-VisualaiSalespresentation-Visualaid

销售演示-视觉辅助工具Sample样品Productsample产品样品finalproductsample客户成品Testedsample检测后的样品

Tools技术销售人员工具Infraredthermometer红外温度计（喷嘴/布胶轮温度）Probethermometer探针温度计（胶缸温度）Electronicscale电子秤（涂胶量）Salespresentation-VisualaiSuggestion建议Salesfoldercompetition销售文件夹比赛(优胜者，分享）Salestoolskitcompetition销售工具比赛Successfulstory团队成功案例分享（每组一个，3分钟）Suggestion建议SalesfoldercompFundamentalSellingSkill

基本销售技巧Connecting-Toestablishapersonalbondwiththecustomer

建立关系eg.Usingeyecontact,buildingrapportEncouraging-Tokeepcustomerparticipatinginthesalescall

鼓励参与eg.Reinforcing,Empathizing,AcceptingQuestioning-Togetindepthinformationaboutthesituation-problemsandneedsofcustomer

有效提问eg.OpenquestioningFundamentalSellingSkill

基本销售FundamentalSellingSkill

基本销售技巧Confirming-Tomaketheprogressofthesalescallexplicit

再次确认

eg.Summarizing,CheckingProviding-Togivecustomerinformationinawaythatcreatesaclearpositiveimageofyou,yourcompanyandallitstandsfor

价值提供eg.Statingbenefits,speakingconcisely,UsingenthusiasmFundamentalSellingSkill

基本销售HighPerformanceSalesProfessionals优秀专业销售

Understandtheissuesfacingthecustomers理解客户面临的问题Exchangeinformationratherthanpitch交换信息而非“大声”（说服）Advocateneedsofcustomer’stimeanduseitwell珍惜合理利用客户时间Makeiteasyforcustomertobuy让客户“买得容易”Selltopeoplenottoorganization卖给个人而非组织（个人关系）HighPerformanceSalesProfessSelecting&RatingKeyAccounts

挑选&评估重点客户Salesgrowth销售增长Profitgrowth利润增长Easeofdoingbusiness做生意的难度Openandtrustful开放与信任Problemsolving解决问题Risktaking承担风险Pricingattitude价格态度Selecting&RatingKeyAccountKeyaccountsrelationshipmodel

大客户关系模型

SupplierCustomerSupplierCustomer供应商客户供应商客户SalesGM

GMTTSPKeyaccountsrelationshipmodePreparingAnActionPlan

准备行动计划Whyareyoudoingit为什么要做Whatareyougoingtodo准备做什么Howisittobedone怎么去完成Whenwillitbedone什么时候完成Whoisdoingit谁去做Whatwillbetheresult结果是什么Whenwilltheplansbereviewed

计划什么时候回顾PreparingAnActionPlan

准备行动计BuyingInfluence–TheUser

购买影响力---使用者Istheuseroftheproduct.产品用户Roleistomakethejudgmentabouttheimpactoftheproductonthejobtobedone.判断产品影响其工作完成度Productwillhavedirectrelationshiptotheirjobperformance.产品对其工作表现有直接影响Hightendencytobesubjective.高度的主观倾向性Oftenmorethanoneperson.通常不止一个人Theyhavetobe“sold”orifnotorderswillbehinderedbyresentment,lackofco-operation,oroutrightsabotage.

需要”被销售“，否则会抱怨，不合作或消极怠工

BuyingInfluence–TheUser

购买BuyingInfluence–TheGatekeeper

购买影响力---守门员Theroleistoscreenoutalternativesbasedontechnicality.基于技术细节来筛选可替换者Doesnotdecidewhowinsbutdoesdecidewhoplays.

不决定谁赢但决定谁可以“玩”Cannotsay“Yes”.Butcan–anddoes–say“No”.

不能说“可以”但能说“不可以”Usuallythereareseveralpeoplewhoplaythisrole–specifications,delivery,legal.Qualitycontrol,references,credittermsetc…常常是几人-工艺，运输，法务，QC，财务等BuyingInfluence–TheGatekeeTheEconomicDecisionMaker

经济决策者Personwhogivesthefinalapprovaltobuy.最终决定购买的人ReleasestheCash.付钱ONLYONEpersale.一单交易只做一次决定MaybeaBoardorothercommitteeactingasasinglebody.可能是董事会或类似机构Usuallyhasthevetopower.通常有否决权TheEconomicDecisionMaker

经济TheProcessor执行者LittleinfluenceexceptinaroutinesenseoftenexperiencedintheprocessofDelivery/Handling/Logistics.

少许影响力，除非物流/处理程序经验被例行地重视Severalpeoplecouldplayrole.可能是几个人Someinfluence–notmajor.有影响力---但不是主要的Isknowledgeableaboutorganization.通晓组织TheProcessor执行者LittleinBuyingInfluence–TheCoach

购买影响力---教练Hasaninterestyoubecomingthesupplier.对你成为供应商有兴趣Roleistoguidethesupplierinthesalebygivingyouinformationthatisneededtocreatesale.

指导你的销售，给你一些信息去创造销售YouneedatleastonecoachforeveryKeyAccount.

在每一个重点客户里你需要至少一个“教练”Youmusthaveorbeabletodevelopcredibilitywiththecoach.你必须拥有或能发展“教练”对你的信任CanalsobeaUserandattimestheEconomicDecisionMaker.也可以是使用者或有时是决策者Isoftheaseniorpersonintheorganization.通常是组织中的高层BuyingInfluence–TheCoach

购BuyingInfluence-TheDominantInfluencer

购买影响力---强势影响者AtrustedadvisorandconfidantoftheEconomicDecisionMaker.

可信的顾问，决策者的心腹Maybeanauthorityorrecognizedexpertonthesubject.

项目的权威或被认可的专家

BuyingInfluence-TheDomina案例圣象地板案例圣象地板……behindtheSellingConcept

……销售概念的背后（心经）Focusonthecustomer聚焦客户Earntherighttoadvance赢取推进的权利Persuadethroughinvolvement参与式说服……behindtheSellingConcept

…CustomerFocus聚焦客户Know/understand/careaboutcustomer’sneeds了解/理解/在乎客户的需求Buildtrustandconfidence建立信任和信心Todeliverproduct/servicetohelpthecustomertodohisjobbetter通过产品和服务帮助客户把“他”的工作做得更好Customerfocuscreatesacompetitiveadvantage聚焦客户会产生竞争优势Customerfocusmeanstakingcustomerseriously聚焦客户意味着“很把客户当回事”CustomerFocus聚焦客户Know/undeEarntherighttoadvance

取得推进的权利Resistingtheurgetoofferasolutioneverytimethereisaneed每次有客户需求时坚持提供解决方案Handlingobjectionhead-onratherthantryingtodiffusethem正面回应客户异议而非淡化它Makingsurethatthequalityiffollow-upandservicemeritstheprivilegeoffurthersales确保跟进措施的质量

Therighttodobusinessmustbeearned

Itcannotbeassumed推进业务的权利是赢来的而非假设的Earntherighttoadvance

取得

Persuadethroughinvolvement

参与式说服（体验式销售的运用）Ashiftfromdemonstrationproductsandexpandingontheirfeaturestoinvolvingthecustomerasaparticipant

从单纯的演示产品及其好处到让客户参与其中的转变CustomersarepersuadedwhentheyarepartoftheprocessandNOTpartoftheaudience

只有客户是参与者而非仅仅是听众时才会被说服。PersuadethroughinvolvementCommunicationSkill沟通技巧Thinking想Doing做Talking说Listening听Observing看Reading读Writing写CommunicationSkill沟通技巧ThTipsonwrittencommunication

书面沟通提示Bespecific明确Writeinordinarylanguage用通俗的语言Re-readcarefullywhatyouhavewritten写完后仔细重读Remembertherecipientdoesnotknowallthatyouknow

切记读的人并不知道你所知道的一切Readwhatyouhavewrittenonthebasisoftheirposition

从客户的角度来读你所写的东西TipsonwrittencommunicationTipsonverbalcommunication

口头沟通提示Recordwhatissaid记下所说的Bepreparedtoactontheinput

准备回应所听到的Whatdoesthepersonmean(notwhatissaid)他啥意思（潜台词，而非他讲的是）Replyempathetically同感性的回应Asktherightquestions问对问题Tipsonverbalcommunication

口MainElements主要要素（一）The8stepsbasicsellingprocess销售的八个步骤Essentialelementofintelligence情报信息的要素Salesplanningprocess销售计划过程FundamentalSellingSkill销售技巧基础Questioning&Listening发问和聆听技巧MainElements主要要素（一）The8sEmpathy&Sympathy同感心&同情心Empathy

同感心—移情，能体会到别人的情感例如：你的价格太高了，现在市场不好……

是的，市场竞争真是很激烈，我同意你的看法，这就要求我们用更稳定的质量来赢得客户和市场……Sympathy

同情心—怜悯，赞同别人的立场或要求例如：你的价格太高了，现在市场不好……是的，价格高了你们确实难做，这样，便宜一点如何……Empathy&Sympathy同感心&同情心EmpTypesofquestions问题类型Closed封闭式Open开放式Directive直接式Reflective反射式Highgain多获式Typesofquestions问题类型CloseClosedquestions封闭式问题Canusuallybeanswered“Yes”or“No”通常只需回答“是”或”不是”Gainlittleinformation获得信息少Closedquestions封闭式问题CanReflectivequestions反射式问题Repeatwhatthecustomersays,thinksorfeels重复客户所说，所想或所感觉的Requiresgoodlisteningskill需要好的聆听技巧Choosethemostimportantitemtorepeat选择最重要的部分重复Reflectivequestions反射式问题RepHighgainquestion多获式问题Relevant相关的Open-ended开放的Constructedtoproduceathoughtfulanswer需要思考后作答Briefandclear简洁清晰Highgainquestion多获式问题ReleHighgainquestionsmaketocustomer

多获式问题让客户----Evaluate评价---HowwouldyoucompareRJ’squalitywithHcompany？你觉得荣嘉的产品和H公司的产品相比如何？Speculate推测---Ifyoucoulddevelopyouridealadhesives,whatwoulditscharacteristicsbe?如果你要开发一个理想的产品，它要具备哪些优点？ExpressEmotions表达情感---WhatdoyoufeelaboutHcompanycannotdeliverintime?

如果H公司不能及时交货会怎样？HighgainquestionsmaketocuBenefitofhighgainquestions

多获式问题的好处Tendstoelicitbetterqualityinformation引出高质量的信息Morecustomerinvolvement客户参与度更高Customertalksmore客户说得更多Digsdeepandmayidentifyrealissue/problems深度挖掘和可能识别真正的问题所在BenefitofhighgainquestionsHighgainquestions---Warning!!!!!

多获式问题----警告！！！Earntherighttoaskahighgainquestion获取问多获式问题的权利Withoutpropergroundworkyoucouldoffend如果缺乏基础可能会冒犯客户Highgainquestions---WarningDevelopgoodquestioninghabit

养成好的发问习惯Useopenquestions使用开放式问题Checkfacts检查结果Avoidtrickquestions避免戏弄的问题Donotlead不要引导Useprobingquestions,donotbesatisfiedwithfirstanswer使用刺探性问题，不满足于第一回答Listentotheanswer倾听客户的回答DevelopgoodquestioninghabiDevelopingeffectivequestioningtechniques培养有效的发问技巧Brief简洁Simpletounderstandbyotherperson易于理解Relatedirectlytotopicareabeingdiscussed与讨论的话题相关Arefreefromassumptions没有假设Donotsuggest“Correct”answer不要建议“正确”答案Developthinkingfromaconstructivepointofview建设性思考Arecarefullyconstructedtomeetspecificends精心构建到想要的结果DevelopingeffectivequestioniListeningskill聆听技巧Physicallyattending肢体语言Keepingaopenmind心态开放Thinkahead提前思考Checkingitout确认Listening“betweentheLines”听与想Summarizing总结Structuringandguiding结构化与导向Listeningskill聆听技巧PhyListeningskill聆听技巧面带微笑注视对方（1-3S，眉毛和鼻子三角区）稍微点头口中念念有词不懂就问，总结肢体语言动作做记录不要面对面（如果可以选择）Listeningskill聆听技巧面带微ListeningSkill---Examples（案例）研祥工控董事长陈志义的故事参与投标询问详情拿出小本记录确认引发兴趣获得支持ListeningSkill---Examples（案例）MainElements主要要素（二）Features&Benefits特点和益处SellingValues&ValueCreation价值销售和价值发掘Pricing&Negotiation定价及谈判ProcessofHandlingObjection异议处理Closing&Getorder

结束并获取订单TerritoryManagement区域管理MainElements主要要素（二）FeatureFeatures&Benefits特性与益处Afeatureisacharacteristicofaproductorservice特性是某种产品或服务的特点Eg.Ourglueholdhighsolidcontentat33%Abenefitisawayinwhichoneormorefeaturesprovideaadvantage,improvementorsatisfactiontothebuyer

益处是一种或多种特性带来的客户满意度的提高Eg.AgoodheatstabilityHMcansavecostofmachinemaintenanceandreducedowntimeFeatures&Benefits特性与益处AfeaRelatingBenefitsToNeeds

将益处与需求联系起来TwoWays:两个途径Statethebenefitfirstfollowedby…“thatisbecause…”“这是因为……”Statethefeaturefirstfollowedby…“thatmeansforyou……””这意味着……”RelatingBenefitsToNeeds

将益Benefits益处Increase提高Productivity生产率Qualitycontrol品质Environmentalcontrol环保Safety安全Packagingefficiency包装效率Inventorycontrol库存管理Storageefficiency储存效率Shippingconvenience运输便利性Decrease降低Unitcost单位成本Rejectrates不良品率Downtime停机时间Packingcost包装成本Inventory(justintime)库存Storagespace储存空间Transportationcost运费Benefits益处Increase提高DecreaTypesofBenefits益处的种类Company公司Makeorsavemoney

赚钱或省钱Savetime/fasteruseoftime

节省或更快地利用时间Makejobeasierorproductbetter

工作更便利或产品更好Savelives/improvehealth

保护健康Personal个人Recognition

认可Achievement成绩Security

保障Personalprofitorpleasure

个人利益或愉快体验TypesofBenefits益处的种类CompanyFeatures&Benefits特性与益处

Feature特性

Advantage优点

Benefit益处通过这样的转换，落脚点是“钱”

Features&Benefits特性与益处SuccessfulBusinessWillBeThoseWhoCan

成功的生意都会是那些能够……Differentialtheirproductsbydemonstratingvalueaddedtotheircustomers’products.差异化他们的产品并证实能给客户产品带来价值Providingavalueaddedservicetomeetthespecificneedsandaspirationsiftheircustomers提供有附加值的服务来满足他们的客户的特定需求和愿望Canoperatesmarterthroughtheeffectiveuseofsalesandmarketinginformation有效地利用销售和市场信息来更聪明的运作SuccessfulBusinessWillBeThMainElements主要要素（二）Features&Benefits特点和益处SellingValues&ValueCreation价值销售和价值发掘ProcessofHandlingObjection异议处理Closing&Getorder

结束并获取订单TerritoryManagement区域管理MainElements主要要素（二）FeatureConceptofAddedValue增值的概念$X(Input)投入ConsumedorService消耗或服务

Costcontrol支出控制

Y-XAddedValue增加的价值

$Y(Sales)产生的销售Valuesrecognizedbycustomer客户认可的价值Paymore/Buymore付更多/买更多Rewardsforyou对你的回报ConceptofAddedValue增值的概念

ValueAddedSales(1)增值销售

CustomerValue客户价值Reduceinvoiceprocessingcosts.减少发票流程支出Achievedby:通过＊Lessinvoices.减少发票数＊Lesspaper-handling.减少文件工作＊Reducecreditnotes.

减少退货充帐＊Computerizedpayments.电脑支付＊Directdebits.直接折