销售攻心术.ppt

1、Psyche Selling How to Get Into the Minds of Customers and Make The Sale销售攻心术 如何揣摩客户的心态，提高业绩,Imagine for a Moment that Anything is Negotiable, Except for Price想象一下如果什么条件都好商量，除了价格以外,What would you do? 你会怎么做？,Elements of Psyche-Selling 销售攻心术的主要精髓,Understanding the Customers Mindset 了解客户的心态 Prospecting

2、for the Right Customer寻觅正确的客户 Making Appointments thru the Telephone有效地电话预约 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 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

3、签单 Effective Negotiations and Objections Handling有效地协商及如何应付反对意见,Elements of Psyche-Selling 销售攻心术的主要精髓,Understanding the Customers Mindset 了解客户的心态,Understanding the Customers Mindset了解客户的心态,Salesman A 销售员 A: Very humble 很谦卑 Full compliance to his customers whims and fancies对客户千依百顺、唯命是从 Always diligen

4、t when working for his 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 of thinking of his customers引导客户思想方式 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活,There are two types of salespeople有两种销售员:

5、,Which salesman will be more successful? 哪位业务员会更加成功？,Understanding the Customers Mindset了解客户的心态,The 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,The Eternal Conflict

6、Between the Salesperson and the Customer销售员与客户之间的永恒矛盾,The 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

7、买任何东西？,Price vs. Cost价格 vs. 成本,Price vs. Value价格 vs. 价值,Why Customers Buy from You? 客户为什么要跟你购买？,Price价格 Quality质量 Service服务 Trust/ Reputation信誉 Others其他,39% of a customers decisions to buy from your company are based on the effectiveness of your sales representative 39%的客户购买决策仅取决于业务员的能力,What if We F

8、ail at Raising Prices? 如果我们无法有效地地高价格,Absorb the margin loss吸收毛利亏损 Less sales commission 减低佣金 Lower profits/ losses for the company 公司盈利减少/ 亏本 Less resources to be committed to marketing and other sales support减少市场以及其他销售活动的资源 Overall costs reduction (a 10% reduction in price can wipe out ALL profits,

9、 if costs remain the same) 全面费用的降低（如果运作费用不变，10%的降价将导致所有利润泡汤 Downward Spiral恶性循环 Go for volume增加销量 But is that possible? 但是做得到吗？ For most B2B products, a 10% reduction in price may require 20% more units to be sold to reach the same level of profits 多数工业产品，10%的降价可能需要多卖20%的产品才能保持现有利润 So justify our pr

10、emium through Value 因此我们必须通过价值将价格提高,What do Your Customers Value?你的客户会珍惜什么价值呢？,A Value is NOT a Real Value UNLESS the Customer Wants It! 客户所不惜的就不是真正的价值,Features 特征 vs. Advantages 优势 vs. Benefits/ Value 益处/价值,Identifying the Benefits Your Products Provide认清你的产品所能提供的益处,Make a list of the things you se

11、ll列出你所售卖的所有产品 For each product, make a list of the various advantages and potential benefits to customers对于每个产品，列出所有相关的产品优势以及潜在益处 Who will benefit MOST from each product that you sell?哪方面的益处对哪些客户群受益最深？,The Reason for Your Existence你存在的理由,The Reason for Our Existence is to Help (Customer Group) to (A

12、chieve Something/ Solve a Problem)我们存在的理由是为了帮助客户群达到什么目的/ 解决怎样的问题,Unique and Dramatic Difference独特及戏剧性的区别,Having Your Unique Selling Propositions (USP)设定你的核心独特买点(USP) The reason or reasons why customers buy from you and not from anybody else 你的顾客只向你购买,而不选择他人的理由,How to Educate Your Customers?如何引导客户,Ca

13、n 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

14、何引导客户呢？,Real Reason to Believe能说服人的可信度,5 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，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 expe

15、rience 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,Sales Psychology,Sales Psychology 销售心态,此销售情况是否与你的很像？ 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，不回你的电话 没有销售成功，被回绝 受挫和失望,这情况更有效（并感觉也很良好） 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 你已

16、经为未来的合作建立了联系,What do Customers Really Mean When They Say当客户说以下句子的时候，他们真正的想法是什么？,Its too expensive太贵了！ How much?多少钱？ I dont have time. Please leave your brochures here and I will contact you later.我没空，你把资料放这里。改天我再和你联系 Our budget is fixed and cannot be changed.预算已定，不可能再更改 We dont have a need right now

17、, and we will call you when theres such a need.我们目前没这方面的需求，等我们有了需求了才给你电话,The Most Important Characteristic of a Sales Professional专业销售人员最为重要的特征,Sincerity and Integrity诚信,Elements of Psyche-Selling 销售攻心术的主要精髓,Understanding the Customers Mindset 了解客户的心态 Prospecting for the Right Customer寻觅正确的客户,Why Pl

18、an? 为什么要作计划？,“In preparing for battle, I have found plans are useless, 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 (18901969), U.S. general, Republican, politician, president.美国总统、政治家、共和党、将军,Planning Your Sales Strategy如何策划你的销售战略？,Sales Opportunity销售契机: Are

19、There Real Needs是否有有效需求 Your Relationship with Key Players你与主要客户的关系 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 Time Frame时间框架 Resources Required所需资源 Competitive Forces竞争压力 Other Customer Concerns顾客关心的其他问题 Strategies and Tactics战略与战术,Planning Your Sales Strategy如何策划你的销售

20、战略？,Where should you focus你应该专注哪方面呢？: Accounts客户 What is your accounts strategic plans and directions? Who are their key people? How do they decide? Sales Opportunities维护现有客户 What constitute to a qualified opportunity? How do you intend to approach each of the above?你觉得该怎样接触以上客户？,Prospecting for the

21、 Right Customer,The Sales Persons Most Important Resource销售员最重要的资源,Time时间,Prospecting for the Right Customer 寻觅正确的客户,You can choose to spend time on good prospects; Or waste in on lousy prospects 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,Ideal Customer Profile理想客户特征,Who are your current best customers?你目前的最佳客户有哪些

22、？ 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 want 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 d

23、ifferent 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？,How to Find Your Target Prospects?你该怎样找到目标客户？,Who influences the thoughts and actions of your target prospects? E.g. 谁能够影响你的目标客户的思想与决策？ Customer 客户 Others in the same industry其他同行 Suppliers供应商 Tra

24、de journals/ periodicals行业杂志/刊物 Experts专家 Others其他,Elements of Psyche-Selling 销售攻心术的主要精髓,Understanding the Customers Mindset 了解客户的心态 Prospecting for the Right Customer寻觅正确的客户 Making Appointments thru the Telephone有效地电话预约,How to Get to the Right Person如何找到相关人士,Call Other Departments First 先拨到其他部门 Net

25、work交流 Charm the Receptionist 跟前台聊天 Simply Ask 直接提问 When is the Best Time to Call?什么时候拨电话最好？,What to Say on the Phone怎样通过电话作销售沟通,Whatever it is, it MUST be Valid Business Reason to the customer! 不管你说什么，都得带给客户合适商务价值！,Valid Business Reason合适商务理由,State your Valid Business Reason for your Call, and Get

26、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 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

27、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？”,How to Get to the Right Person如何找到相关人士,Who do you usually call?你一般会给谁打电话？ Who else can you call?你还能给其他什么人打电话？ What makes them DONT want to answer your call?他们为什么不愿意借你的电话？ What makes them want to answer your call?他们为什么会愿意借你的电话？,Making Appointments thru the Tel

28、ephone怎样通过电话约见客户,Enquiries over the telephone can be classified by modes and by reasons. Lets take a look at the modes first电话语述分为说法和理由。首先先看说法：: Modest mode谦卑方式 : Im Allen from . Can you help me for a moment ? 我是来自的 Allen。有件事想请你帮忙，可以吗？ Direct mode直接方式 : Im Allen from We have been serving many compan

29、ies in your industry 我是来自的 Allen。我们专为你们行业的许多企业 ,Making Appointments thru the Telephone,Summary of direct mode直接方式的特点: Purpose目的 Benefit益处 Justification 证明 Agreement to an Action同意采取的行动 Self-confident mode拽一点的方式 : Im Allen from . Our company is selecting some companies from your industry to be our pa

30、rtners Im calling to enquire if your company meets the standards of our selection我是来自的 Allen。我们公司正在筛选你们行业一些企业/合作伙伴 我想了解一下你们是不是符合我们的筛选规格 ,Impressing Your Prospect for the First Time如何给你的潜在客户留下良好第一印象,In a few words, state your Reason of Existence以简单的方式让对方了解你存在的价值 Ask questions提问 Personal issues针对个人情况

31、Business issues针对企业情况 Give them a Valid Business Reason to arrange for an appointment to discuss further给对方一个合适商务理由以安排下一次的正式约见,What Happens When You are Rejected on the Phone?如果你被拒绝了怎么办？,Call the Next Guy on the List拨打下一通电话 Try Again Later过阵子再打 Call Someone Else in the Company先打给对方公司里其他人 Remember: Y

32、ou Initiate the Call, You are In Charge of the Situation记住：电话是由你拨打的，你掌控整个局面,Elements of Psyche-Selling 销售攻心术的主要精髓,Understanding the Customers Mindset 了解客户的心态 Prospecting for the Right Customer寻觅正确的客户 Making Appointments thru the Telephone有效地电话预约 Uncovering the Needs and “Pains” of Customers挖掘客户的需求与“

33、痛处”,Why do You Need to Uncover the Needs and “Pains” of Customers BEFORE Presenting Anything为什么你必须在介绍任何事项之前先挖掘客户的需求与“痛处”?,Reasons to Ask Questions为何提问,Customers dont care 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 wha

34、t customers expect of sales people conducted with 80,000 customers conducted over 14 years“你必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 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 o

35、rganisations in 23 countries 会提问的销售员比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,Uncovering the Needs and “Pains” of Customers挖掘客户的需求与“痛处”,State your Valid Business Reason陈述你的合适商务理由 Ask the Following Type of Questions接着提问以下问题: Background Information背景提问 Potential “Pain” Areas潜在“痛处”所在 Intensif

36、ying the “Pain”增加“痛处” Soothing the “Pain”缓解“痛楚”,Asking for Background Information背景提问,What kinds of customers do you serve?你主要针对哪些客户？ What are their needs, wants and concerns?他们有什么需求、顾虑、挑战？ Are there many competitors in your field?你们面临很多竞争对手吗？ What sets you apart from your competitors?你跟你们竞争对手最大的区别是

37、什么呢？,Exploring Potential “Pain” Issues找寻潜在“痛处”所在,You: In general, how do you feel about your level of competitiveness/ customer satisfaction/ turnaround time?总的来说，你觉得你们目前的竞争力/ 客户满意度做得怎样 Customer: Not too bad.还行 You: So how can you make it better?那你觉得该怎么做才能做得更好？ You: On a scale of 0 to 10, how would

38、you the grade for your current level of effectiveness?如果0为最低分、10为最高分，你会给你们的业绩打几分？ Customer: About 7-8!大概7-8分吧 You: What can you do to make that an 8 or 9?你觉得应该怎么做才能够达到8-9分呢？,Intensifying the “Pain”怎样增加“痛处”,“Why are such aspects important to you?”“为什么这方面对你们是那么重要呢？” “How much time, energy and money do

39、 you spend on these aspects?”“你在这方面花了多少精力、时间和金钱呢？” “What happens if you dont do anything about it?”“如果你不采取任何措施会怎样呢？” “What if such aspects do not work out as well as planned?”“如果这几方面都没有于其中的那么好呢？” “For business to grow, you will need to do better, wont you?”“如果你的业绩要有所改进，你必须作出改变，是吗？”,Soothing the “Pai

40、n”怎样缓解“痛处”,“If I can help you make sure that your areas of concern will be well-taken care of, would you like to find out more?”“如果我们能够帮你解决这几方面的困扰，对你是不是有帮助呢？” “If I can help you pre-empt potential problems BEFORE they happen, would you like to find out more?”“如果我能再问题发生之前，就先帮你避免问题的发生，你想多了解吗？” If You

41、Soothe the “Pain” Well, This Also Becomes the Common Ground for Future Follow-Throughs如果你能有效地缓解客户的“痛处”就等于你跟客户的一种共识。有了共识，下面的演示、介绍以及往后的客户跟踪就容易多了,Elements of Psyche-Selling 销售攻心术的主要精髓,Understanding the Customers Mindset 了解客户的心态 Prospecting for the Right Customer寻觅正确的客户 Making Appointments thru the Tele

42、phone有效地电话预约 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,Before Presenting在提出方案之前,Have you found out what are 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

43、什么对你的方案感兴趣？,Presenting Your Solution提出你的方案,Background 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 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、

44、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,Example: Presenting Your Solution举例：提出你的方案,Background Information背景信息: “We are founded in 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” Fe

45、aturing 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 this 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？”,Elements of Ps

46、yche-Selling 销售攻心术的主要精髓,Understanding the Customers Mindset 了解客户的心态 Prospecting for the Right Customer寻觅正确的客户 Making Appointments thru the Telephone有效地电话预约 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 the Decision Making Structures, and the Peo

47、ple Behind the Scenes了解客户的决策过程，以及幕后势力,Finding Out the Decision Making Structures了解客户的决策过程以及幕后势力,6 Questions to Ask Before You Close在你跟客户接单之前所需提出的6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 r

48、egards 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？ What would you like to see in my proposal? 如果我给你份计划书，你想看到些什么呢？,Finding Out the Decision Making Structures了解客户的决策过程以及幕后势力,As the proposal shall cover many aspects,

49、 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 your 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

50、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，到时候能不能顺便请他过来一下呢？,The Influencers of Complex Sales复杂销售情况的影响者,The Decision Maker 决策者 The Fault Finder/ Gatekeeper 挑毛病者 The User 使用者 The Sherpa/ Guide 引路者,

51、The Motivations Behind Each Player每个角色的购买动机,Buying 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 personal motivations for each playe

52、r 所有购买角色都有在公、在私的动机,Buying Motives (Official)购买动机(在公),Profitability增加盈利 Increase Sales增加业绩 Reduce Costs降低成本 Boost Productivity提高效率 Reputation声望 Face面子 Improve Quality提高质量 Brand Positioning品牌定位 Market Standing市场份额 Competition竞争 Competitive Pressure竞争压力 Threat of New Comers新对手带来的压力 Threat of Substitute

53、 Products替代品带来的压力 Strategy战略 Long Term Strategic Goals长远战略目标 Tactical Goals Improve Quality提高质量的战术,Buying Motives (Personal) 购买动机(个人),Achievement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,Exercise: Mapping Out Each Influencer练习：理出每个影响者,Think of a de

54、al you have previously won/ lost that involves multiple decision making players设想你曾成功（或不成功）接单，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, Users and Sherpas? 对方谁是决策者、挑毛病者、使用者及引导者？

55、 What were their official and personal motivations to buy from you? 他们跟你购买的在公、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？,Getting Help from Your Customers让客户来帮你的忙,How can y

56、ou 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: Provide 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,Getting Help from Your Customers让客户来帮你的忙

57、,How 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 conflicts 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

58、低他们的音响力,Elements of Psyche-Selling 销售攻心术的主要精髓,Understanding the Customers Mindset 了解客户的心态 Prospecting for the Right Customer寻觅正确的客户 Making Appointments thru the Telephone有效地电话预约 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 the Decision Making S

59、tructures, 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 Follow Through and Closing如何跟进以及签单,Usual Way of Follow Through一般跟进的方法: “What do you think of our proposal? 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？”,Effective Follow Through and Closing如何跟进以及签单,Better 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 can help 简单总结上次销售会议，提