Somebasicthoughtsonsellingprocesses销售过程中一些基课件.ppt

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1、Some basic thoughts on selling processes 销售过程中一些基本的理念 April 2001 2001年4月,Qualify your prospects(1)选择合格的潜在客户,Potential Prospects 潜在的客户群,Qualified Prospects合格的潜在客户,Qualify your prospects(2)选择合格的潜在客户,Possible profiles 可能的轮廓Have needs 有需要 Understand the needs 理解需要Have money 有钱Have incentive to buy 有购买的动

2、机Considering to buy 考虑购买Will buy within x months 在X月内会购买Etc 等,Qualify your prospects(3)选择合格的潜在客户,Potential Prospects 潜在的客户群,Qualifying grid 合格的规范,qualified Prospects合格的潜在客户,Customer/order 顾客/订单,Selling Efforts/process销售工作/过程,Lost orders失去订单,Farming and Harvesting VChancing and Raiding,耕种和收割 V 缘木求鱼和抢

3、掠,Farming&Harvesting耕种和收割,X,Y,:,?,?,：,：,：,耕种,收割,Chancing and Raiding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,Set Customer Expectation(1)定期望,One of Alibabas 9 values“quality”is defined as customer satisfaction 阿里巴巴将顾客满意作为其9个价值观中的一个。Setting customers expectation is critical in achieving this goal

4、 为达到这目标，“定期望”这个环节尤为重要,Set Customer Expectation(2)定期望,Customer Expectation 顾客的期望,(+ve),(-ve),Satisfied customer顾客满意High quality高质量,Un-satisfied customer顾客不满意Low quality低质量,Set Customer Expectation(3)定期望,Usual Pitfalls 常见的错误 Over sell our production capability 夸大产品功能 Over sell our service support 夸大服务

5、支持 Make unrealistic commitments 做不现实的承诺 price 价格 Priority 更高的排名 Launch date 发布日期 Information input 信息输入 Design options/flexibilities etc 可供选择的设计/灵活性等,Set Customer Expectation(4)定期望,Usual result 常见的结果You may get the order but you cannot deliver.你可能获得订单但你不能兑现。Customer will still not be satisfied even

6、if you fix the pitfall(usually at great cost).即使你改正了错误（经常付出很大代价），客户仍然不会满意。They may cancel the order and you would lose both the order and the customer.他们可能会取消订单，然后你会失去订单和客户。,Set Customer Expectation(5)定期望,Some basic points 一些基本要点Be honest 要诚实Make the best presentation but tell the truth 作最好的宣传但是要讲真话

7、Your credibility is worth everything to you 你的信誉对你而言是最重要的Better to lose the order that to lose the customer 宁愿失去订单也不能失去客户If in doubt always check first 有疑问先查问清楚,Basic Selling Processes(1)基本的销售过程,Basic Selling Processes(Be Ready，Welcome)基本的销售过程（准备，欢迎）,Be ready 准备Always be prepared before the meeting

8、在会谈前总是作好准备Plan your meeting in advance 事先作好会谈计划 Objectives 目标 Customer information 客户信息 Product information 产品信息 Other supports 其他支持 Be flexible and be prepared for the unexpected 对突发性事件作好准备，保持灵活性,Basic Selling Processes(Be Ready，Welcome)基本的销售过程(准备，欢迎),Welcome 欢迎 Set the meeting atmosphere 搞好会谈气氛Be

9、friendly,welcoming and do not forget to smile 友好地表示欢迎，同时别忘了微笑Help customer to be at ease 帮助客户放松心情First impression very important 第一印象非常重要,Basic Selling Processes(Listen,Probe)基本的销售过程（聆听，细问）,Listen 聆听Maintain high listen/talk ratio 保持多听少说Do not forget we have 2 ears and one mouth!记住我们有2只耳朵和1只嘴巴Listen

10、 for signals/sensitivities 听取讯号及敏感的消息Listen for the unheard/unspoken 听取没有讲及听不到的 Facial expressions 面部表情 Body languages 身体语言 Attitudes 态度Listen,listen&listen 听，听，再聆听,Basic Selling Processes(Listen,Probe)基本的销售过程（聆听，细问）,Probe 细问Open questions 引蛇出洞To explore situation 分析形势To get customer to talk and giv

11、e information 让客户多讲并提供有关讯息E.g.如：What do you think?你认为如何？How do you think?你觉得怎么样？Entice customer to talk with verbal/facial encouragement 用语言/表情去鼓励客户多讲,Basic Selling Processes(Listen,Probe)基本的销售过程（聆听，细问）,Probe 细问Close questions 请君入瓮To direct customers response 引导客户的回答To get yes or no answers 得到“是”或“不

12、是”的回答To clarify a point 澄清某一个观点E.g.如：Do you like it?你喜欢吗？Is this a good feature?产品功能好吗？Use this to obtain conclusions/agreements 以此得出结论/达成一致Use this to close deals and get orders 以此来结束交易及获得订单,Basic Selling Processes(Provide options，Set expectation)基本的销售过程（供选择，定期望）,Provide options 供选择Once we have agr

13、eement with our customer on the business problem definition,we can look at providing possible solutions.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。There are usually more than one single solution for the problem on hand.问题通常有多个解决办法。Providing options gives the customer a sense of choice and service.提供选择使客户感觉到选择的权利并

14、享受了服务,Basic Selling Processes(Provide options，Set expectation)基本的销售过程（供选择，定期望）,Set expectation定期望 Please refer to earlier section!请看前面!,Basic Selling Processes(Handle objection,Closing,Keeping)基本的销售过程（答辩，成交，何日君再来）,Handle objections 答辩Treat objection as potential buy signals 把客户的反对意见作为一种潜在的购买讯号Few de

15、als are closed without customers raising objections during sales process 销售过程中客户没有反对意见是很少见的Identify objections:确立反对意见 Emotional?心理上的？Factural?事实上的？Combination?两者结合？Different ways in dealing with each 对不同的反对意见有不同的解决方法,Basic Selling Processes(Handle objection,Closing,Keeping)基本的销售过程（答辩，成交，何日君再来）,Closi

16、ng 成交To get the order you must ask for the order 要拿订单你必须开口向客户要Look for buy signals 寻找购买讯号 E.g 如.It is the right product for us but the price is too high.这是我们需要的产品，但是价格太高 I need to have higher priority.我需要更高的排名。We must launch earlier.我们必须早一点发布。Go in for the close 争取成交 Say thank you&get out 感谢客户订单并说再见

17、,Basic Selling Processes(Handle objection,Closing,Keeping)基本的销售过程（答辩，成交，何日君再来）,Keeping 何日君再来Often neglected part of selling process 这是销售过程中经常忽略的部分Will lose customer eventually if this is not done 如不这样做将会最终失去客户How many time have we heard customers complaint“sales Rep disappears after getting the orde

18、r”我们有多少次听到客户抱怨：“销售代表拿到订单后就不见了！”Challenge is to find cost effective way to do this which does not generate immediate sales 找到有效的节约成本方法去做这一种并不有显见功效的事是一种挑战,Basic Selling Processes基本的销售过程,The shortest way between 2 points is not via a straight line.连接两点最短的路线不是一条直线。,Customer objections 客户的反对意见,A,B,Basic Selling Processes基本的销售过程,Open mind 开放的思路,Logic 理智,Customer Objection 客户的反对意见,A,B,