Somebasicthoughtsonsellingprocesses销售过程中一些基课件

Somebasicthoughtsonsellingprocesses销售过程中一些基本的理念

April20012001年4月Somebasicthoughtsonsellingprocesses销售过程中一些基课件1Qualifyyourprospects(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Qualifyyourprospects(1)

选择合格2Qualifyyourprospects(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Havemoney有钱Haveincentivetobuy有购买的动机Consideringtobuy考虑购买Willbuywithinxmonths在X月内会购买Etc等Qualifyyourprospects(2)

选择合格3Qualifyyourprospects(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Qualifyyourprospects(3)

选择合格4FarmingandHarvestingVChancingandRaiding耕种和收割V缘木求鱼和抢掠FarmingandHarvesting耕种和收割5Farming&Harvesting

耕种和收割XY::??：：：：：：耕种收割Farming&Harvesting

耕种和收割XY::6ChancingandRaiding

缘木求鱼和抢掠Chancing缘木求鱼….不如退而结网Raiding抢掠….不如牧马养羊ChancingandRaiding

缘木求鱼和抢掠Ch7SetCustomerExpectation(1)

定期望OneofAlibaba’s9values“quality”isdefinedascustomersatisfaction阿里巴巴将顾客满意作为其9个价值观中的一个。Settingcustomers’expectationiscriticalinachievingthisgoal为达到这目标，“定期望”这个环节尤为重要SetCustomerExpectation(1)

定期8SetCustomerExpectation(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SetCustomerExpectation(2)

定9SetCustomerExpectation(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Informationinput信息输入Designoptions/flexibilitiesetc可供选择的设计/灵活性等SetCustomerExpectation(3)

定期10SetCustomerExpectation(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。SetCustomerExpectation(4)

定期11SetCustomerExpectation(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SetCustomerExpectation(5)

定期12BasicSellingProcesses(1)

基本的销售过程Handleobjection答辩Closing成交Keeping何日君再来Beready准备Welcome欢迎Listen聆听Probe细问Provideoptions供选择Setexpectation定期望BasicSellingProcesses(1)

基本的13BasicSellingProcesses(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BasicSellingProcesses(BeRea14BasicSellingProcesses(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BasicSellingProcesses(BeRe15

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BasicSellingProcesses(Liste16BasicSellingProcesses(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BasicSellingProcesses(Listen17BasicSellingProcesses(Listen,Probe)

基本的销售过程（聆听，细问）Probe细问Closequestions请君入瓮Todirectcustomers’response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BasicSellingProcesses(Listen18BasicSellingProcesses

(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

BasicSellingProcesses

(Provi19BasicSellingProcesses

(Provideoptions，Setexpectation)

基本的销售过程（供选择，定期望）Setexpectation定期望Pleaserefertoearliersection!请看前面!BasicSellingProcesses

(Provi20BasicSellingProcesses

(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BasicSellingProcesses

(Handl21BasicSellingProcesses

(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争取成交Saythankyou&getout感谢客户订单并说再见BasicSellingProcesses

(Handl22BasicSellingProcesses

(Handleobjection,Closing,Keeping)

基本的销售过程

（答辩，成交，何日君再来）Keeping何日君再来