HowtoOptimizeMICESales,RevenueandProfits销售攻心术

1、1How to Optimize MICE Sales, Revenue and Profits 销售攻心术销售攻心术 如何优化如何优化MICE业绩业绩与利润与利润2What are some of the biggest challenges you face in doing sales?您在从事销售时，最大的困惑及挑战是您在从事销售时，最大的困惑及挑战是什么？什么？How would you overcome?你将如何克服？你将如何克服？3How to Optimize MICE Sales, Revenue and Profits?如何优化如何优化MICE业绩与利业绩与利润？润？ Un

2、derstanding the MICE Business了解MICE行业 Managing the MICE Sales Process如何梳理MICE销售流程 Negotiating for an Optimal Outcome in MICE如何优化MICE谈判结果 Retaining and Growing MICE Customers如何留住MICE客户并得到更多的业务4How to Optimize MICE Sales, Revenue and Profits?如何优化如何优化MICE业绩与利业绩与利润？润？ Understanding the MICE Business了解MI

3、CE行业5What is MICE?MICE是什么？ Meetings会议 Incentives奖励 Conventions/ Conference大型会议/研讨会 Exhibitions/ Events展会/活动6What are your MICE Sub-Categories?你的MICE有哪些细分类？ Annual Meetings 年会 Training培训 Conventions大型研讨会 Road shows路演 Product launches新品推介 Press conferences新闻发布 Annual Dinners and Parties年终晚宴 Weddings 婚

4、宴 Luncheons/ breakfasts午餐聚会、早餐会 Staff meetings内部会议 Interviews 面试 Incentive Tour奖励旅游7What are your Customer Segments?你的客户有哪些分类？ Booker/ Purchasing Department 订房员/ 采购部 Sales Department销售部 Marketing Depratment 市场部 HR/ Training Department人力资源/ 培训部 Others 其他8Target Customer and Opportunity Profile目标客户与契机

5、的特征 Customer type客户类型: Business nature商务性质 Company size公司规模 Decision making process决策过程 Opportunity type契机类型: What is the need?哪方面的需求？ What are the concerns?有什么顾虑？ What are the success factors?需要哪些成功因素？9Know Thyself and Thy Adversary,A Hundred Battles Fought and Not Imperil Any1011What is the Value

6、of Water?水 值多少钱？12What 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13When Selling MICE 当你在销售MICE时 Are you selling你是在卖: Meeting rooms会议室; F&B餐饮; or 还是 A Package of Rooms, F&B and Meeting Facilities?结合客房、餐饮及会议设施的配套？14If You Want to Sell a

7、t Higher Prices, Sell the !如果您想提高售价，你就必须让客户感受良好的15Describe what kind of MICE you can deliver for your customers具体形容你能够为你的客户提供怎样的MICE 16How can a Sales Person be of Value to Customers?销售员要怎样才能给客户提供价值？1739% of a customers decision to buy from your company is based on the effectiveness of the sales rep

8、resentative39%的顾客是因为销售人员的表现而决定购买的18The R4 of the Customers Experience客户购买经历的R4 Reliability可靠性 Relationship 交情与关系 Responsiveness积极性 Resourcefulness 资源整合19The R4 of a Competitors Key Account竞争对手的大客户的R4 Relationship交情与关系 Customers booker has a strong relationship with your competitor 顾客的 booker 和你的竞争对手

9、即现任的提供商有着密切的关系 Competitor also sells at 15% below your price竞争对手的价格比你的价格还低15% Reliability可靠性 Competitor provides Reliable service for day-to-day rooms and meetings 竞争对手在日常的订房与会议能提供可靠的服务 Service may be compromised if there are large numbers of guests or complex requests但是服务质量可能在人数较多或一旦遇到复杂的需求就会受到影响20

10、The R4 of a Competitors Key Account竞争对手的大客户的R4 Responsiveness 积极性 Competitor is Responsive when it comes to scheduling for bookings竞争对手在客户下单时做出积极的安排 But their sales people hardly drops by during the events to make sure everything is in order但是他们的销售人员极少到会议现场了解情况 Resourcefulness 资源整合 The competitor ha

11、s been willing to be resourceful and flexible to the customers requests竞争对手对客户的要求还是能够调动相关资源、灵活处理 However, the competitor did not proactively give the custoimer advice on how they can plan for a more successful event 但是竞争对手却没有为客户出谋划策，帮助客户将会议主办地更有声有色21Your R4 in Response to Lure the Customer你所能够引诱客户的R

12、4 Resourcefulness 资源整合 Using your past experiences in organising MICE, you pro-actively provide advice to the customer how to have a better event利用你多年的MICE经验，你主动为客户出谋划策帮助他们将会议办得更好 Responsiveness 积极性 Every time you knew the customer is planning a MICE whether its in your hotel or not, you pro-activel

13、y provide advice on how they can plan for a better event无论客户是否在你的酒店主办MICE，你都主动为客户出谋划策，将会议办得更好 In addition, you keep yourself updated about the customers upcoming MICE, so as you can be fully prepared除此之外，你也不断地了解客户近期有哪些MICE的安排22Your R4 in Response to Lure the Customer你所能够引诱客户的R4 Reliability 可靠性 You i

14、llustrate your reliability by gathering pictures, videos and testimonials of past events你以过去的会议的照片、视频及客户鉴言来增加你的可信度 You also let the customer know what steps you can take to prevent mistakes from happening 你也让客户知道你会采取什么样的行动避免失误 Relationship交情与关系 Leverage your Resourcefulness, Responsiveness and Relia

15、bility to build winning Relationships with other influencers, in addition to the booker通过你的出谋划策、积极态度以及可靠性增强你与客户的各层关系与交情23How do You Fare Against Your Main Competitor?你跟你竞争对手的区别 Your Competitors R4: Reliability可靠性 Relationship交情与关系 Responsiveness积极性 Resourcefulness资源整合 Your R4: Reliability可靠性 Relatio

16、nship交情与关系 Responsiveness积极性 Resourcefulness资源整合24多算胜少算，而况于无算乎！If You Fail to Plan, You Plan to Fail!25胜兵先胜而后求战败兵先战而后求胜The victorious army plans for victory before fighting The vanquished army fights before planning for victory26Why Plan? 为什么要作计划？ “In preparing for battle, I have found plans are use

17、less, 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27What do You Need to Prepare for MICE Customers?针对MICE客户你需要准备些什么？28Winning Ways of Winning Sales People 成功销售人员的制胜法则 They ask qu

18、estions regarding their customers problems, implications and what will happen if those problems are solved他们针对顾客所面临的问题、问题产生的影响以及“如果那些问题能够被解决会发生什么？”来进行提问 They are personally accountable for customers results and understand customers businesses他们会为客户所想达到的结果负责到底，并深入了解客户的商务情况 They reach to ALL people wh

19、o can influence over the outcome of the sale 他们会接触、联系所有会影响销售结果的人士29Winning Ways of Winning Sales People 成功销售人员的制胜法则 They match their sales process with their customers buying process 他们会把注意力放在顾客的采购步骤，并将自身的销售流程配合客户的采购步骤 They seek to build a relationship with no agenda first, rather than aiming the cu

20、stomers pockets everytime他们在初期与客户建立关系的时侯不期待任何销售结果，而是围绕顾客自身的情况开始谈话 They create value by providing advice and insights to the customer他们以提出建议、见解的方式创造价值，而不只是一个充当“会说话的宣传手册”30Prospecting for the Right Customer找寻正确的客户找寻正确的客户销售销售员最重要的资源员最重要的资源Time时间时间31Prospecting for the Right Customer 找寻正确的客户You can choo

21、se 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32How to Optimize MICE Sales, Revenue and Profits?如何优化如何优化MICE业绩与利业绩与利润？润？ Understanding the MICE Business了解MICE行业 Managing the MICE Sales Process如何梳理MICE销售流程33How to Get to the Right Person如何找到相关人士 Who do

22、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 answer 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？34Who do you call for the initial contact你刚接触客户时该找谁？ Focus of receptivity接纳你的人 Focus of dissatisfaction不满现状的人 Focus of authority 能拍板的

23、人35水之行避高而趋下，兵之形避实而击虚Choosing customers with the least resistance36What to Say on first Contact?怎样作首次接触沟通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！37Valid Business Reason合适商务理由 The reason impacts the customers concept of what they want to accomplish, resolve

24、, 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 phone 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“这对我有什么好处？”的问题 The reason is clear, concise and complete理由需清晰，简练，完整38Valid Business Reason合适商务理由 “The pu

25、rpose of meeting today is to explore how we can help you organise a better event for your annual sales meeting. Is it OK that I ask you a few questions?.” “今天我们会面的目的是想探讨怎样帮您主办更成功的销售大会。您不介意我问一些问题了解一下情况吧？”39How to Make Your Opening Call如何开场白1.Hello, Mr. XYZ.“XYZ 先生你好”2.Its an honor to speak with you.

26、Or, Thanks for taking my call.“很高兴与您通话” 或 “感谢您接我的电话” DO NOT use any of the meaningless, overused pleasantries like, Is this a good time? or How are you today?避免说一些无谓的开头语，如“现在说话方便吗？”或“你今天好吗？”40How to Make Your Opening Call如何开场白3.State your Valid Business Reason. 陈述你的合适商务理由 “The purpose of my call is

27、to explore ways to provide better choices of accomodation for your colleagues. We have received lots of positive feedback from our guests, may be able to provide great service for you too.” “今天我跟您交谈的目的是想看看能不能给您的同事更多酒店住宿的选择。我们经常获得我们客户的美言，或许也能您带来更优质的服务”41How to Make Your Opening Call如何开场白4.Introduce y

28、ourself.介绍自己 This is Susan. Susan Star with ABC Company. “我是Susan。ABC 公司的 Susan。”5.Mr. XYZ, is it OK if I can ask a few questions to find if we can help you deliver better performance?“XYZ先生，您不介意我问几个问题，看看我们是不是能给您带来更好的效益？”42是故百战百胜，非善之善也；不战而屈人之兵，善之善者也The best victory is the one that is won without fig

29、hting43Why 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”?44Reasons 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 w

30、hat 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” 一项历行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

31、organisations 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 45Open vs. Closed Questions开放 与 封闭式 的提问46Open Questions开放式 提问 Who谁？ When什么时候？ Where 哪？ What什么？ Why为什么？ How怎么？47Uncovering the Needs and “Pains” of Customers挖掘客户的需求与“痛处”First, state your Valid Business Reason首先，陈

32、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对方所预期的效果 Associated Risks and Obstacles相关的风险与障碍 Provide Assurance安抚他们的忧虑48Valid Business Reason合适商务理由 State your Valid Business Reason

33、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 provide better choices of accomodation for your colleagues. Is it OK that I ask a few questions?” “今天我跟您交谈的目的是想看看能不能给您的同事更多酒店住宿的选择。您不介意我问一些问题，了解一下您的情况？”4949

34、Current-Future States当下与预期的状况 Every potential new sale is a change for customers 每个新的销售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 th

35、e 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求，那么你可能找错人了 5050Current-Future States当下与预期的状况 Where did you hold your meetings in the past? What will be your expectations this time?你们以前在哪儿办过会议？这次又会有哪些期望？ What are your most important requirements? What else do

36、 you think is helpful?你们有哪些最重要的要求？您觉得还有哪些方面是可以让会议办得更好的？ How often do you have events like this one? What are your plans for future events?你们大约多长时间会办类似这样的会议？你们将来又会有哪些会议呢？ Can you tell me more? 能告诉我更多详情吗？5151Highlighting and Intensifying “Pain” Areas挖掘客户的 “痛楚” Customers with weaker “pain” issues may b

37、e less likely to buy痛楚比较少的客户购买意识比较薄弱1.What are some of the good things about your current hotel?你们目前的酒店目前做得怎样？2.What are some areas that they can improve on?他们哪方面可以为您做得更好？3.Why is this so important for you?为什么这方面对您那么重要？5252Expected Paybacks/ ROI预期的回报 The biggest monetary or non-monetary benefit when

38、 the customer buys from you客户在购买你的产品后能得到的实质性与非实质好处 If., what will be.?如果，会给你怎样的帮助？ If we can guarantee you a smooth event, will it have a great impact on your bottom line? 如果我们能够保证你的会议顺利无暇，这会给你们公司带来更大的效益吗？ If we make sure all your guests are well-taken care of, will that make them happy?如果我们确保您的嘉宾都受

39、到全方位的照顾，这是不是能让他们诚心满意？What needs to be done to give you the best results?您觉得怎样才能够给你最好的效果？5353Uncovering the Needs and “Pains” of Customers 挖掘客户的需求与“痛处” Current-Future States 目前与预期的状况 Highlighting and Intensifying “Pain” Areas突显与加重客户的“痛楚” Expected Paybacks/ ROI 对方理想的回报Then 然后 Present your solution 陈述你

40、的方案5454Associated Risks and Obstacles相关的风险与障碍 Will 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？ Possible service failures or problems?服务是否有会失败豁出问题？ 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?

41、 使用者的负面反馈、反应5555Associated Risks and Obstacles相关的风险与障碍 Do you have any concerns with regards to our working arrangements?不知道针对这样的合作方式，您有什么建议？ Are there any concerns from your senior management with regards to working with us for the first time?不知道你们公司高层针对第一次与我们合作，会有什么顾虑？ What will be some possible c

42、oncerns if you were to adopt our solutions?如果您采用我们的方案，最大的顾虑会是哪方面？5656Provide Assurance 安抚他们的忧虑 Understand how your customer wants your assurance了解你的客户要你如何安抚他的顾虑 What do you think should be our next step?你觉得我们下一步该怎么做？57Before Presenting在提出方案之前 Have you found out what are the roles of everybody in the

43、 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？58Presenting 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 在整个销售环节里最起不了作用，但是个必备话题 Spend the

44、 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59Example: Presenting Your Solution举例：提出你的方案Background

45、Information背景信息: “We are a Luxury Hotel in Shanghai with great facilities and greater service” “我们是上海的一家豪华酒店，能为您提供豪华的酒店设施及贴心的服务”Featuring Your Main Selling Points体现你的卖点: “When you host your sales conference with us, all your meeting rooms will have natural light with spacious break areas. You will a

46、lso enjoy good food and great service too”“当您在我们酒店主办您的销售年会时，您所有的会议时将有自然光及宽敞的茶歇空间。您也将品尝优质食品并享受我们贴心的服务”Getting Confirmation 博取认同: “Will this help you organise a successful conference?.”“这是不是能帮您主办一次成功的年会呢？”60木石之性，安则静，危则动，方则止，圆则行Just like wood and rocks: safe when motionless, dangerous when in motion; s

47、hape it square to stop it, shape it round to move it61Why do you need to contact more than one person in the customers organisation?为什么要在客户的公司联络至少两个人？62How many people do you need to deal with to close the sale?当销售接近尾声时，你需要接触多少人？ In a survey of Winning Sales Organisations by Miller Heiman根据Miller He

48、iman对卓越销售团队的调研: 65% of all complex sales will require sales people to contact 3-5 people in the customers organisation before the sale is closed 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

49、立关系是非常脆弱的。为什么？63Finding 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 regards to making such

50、 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？64Finding 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, we wont be able to

51、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，让我跟你解释里面内容，也让你直接向我提出你的意见

52、，好吗？65Finding Out the Decision Making Structures了解客户的决策过程以及幕后势力 Since you will be consulting with your colleagues opinions, would you 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？66The Influencers of Complex Sales复杂销售情况的影响者 The Decision Maker 决策者 The Fault Finder挑毛病者 The

53、Gatekeeper挡门者 The User 使用者 The Sherpa/ Guide 引路者67The 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

54、 official and personal motivations for each player 68What are some of the buying motives of your typical buyer? 你们一般的买家又有哪些购买动机呢？69不知敌之情者，不仁之至也，非民之将也，非主之佐也，非胜之主也If you dont know much about your adversary, you wont command victory70Exercise: Mapping Out Each Influencer练习：理出每个影响者 Think of a deal you h

55、ave 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, Gatekeeper, Users and Sherpas? 对方谁是决策者、挑毛病者、挡门者、

56、使用者及引导者？ What were their official and personal motivations to buy (or not to buy) from you? 他们跟你购买（或不跟你购买）的在公、在私的动机是什么？ What else do you feel you should have done? 你觉得你哪方面该做的没做？71Referrals 推荐 A 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 clo

57、se 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 72How to Optimize MICE Sales, Revenue and Profits?如何优化如何优化MICE业绩与利业绩与利润？润？ Understanding the MICE Business了解MICE行业 Managing the MICE Sales

58、Process如何梳理MICE销售流程 Negotiating for an Optimal Outcome in MICE如何优化MICE谈判结果73Negotiation谈判是谈判是:Get Others to Give You What You Want, by Giving Them What They Want给对方他们想要的东西来换取我们想要的东西74Rules of Sales Negotiation销售协商的规则 You have the right to say “No”. If you cant say “No”, you are in big trouble你有权说“不”

59、。如果觉得不能说“不”，你就麻烦大了 Your job is not to be liked, its to be respected 你的工作不是要被他人所喜欢，而是要受到对方的尊重 Price is as psychological as it is emotional, but NEVER, ever rational 价格的决定可以是感性的，也可以是心理的，但从来不是理性的75Rules of Sales Negotiation销售协商的规则 “Loose lips sink ships” “祸从口出” Always enter every negotiation with an ag

60、enda whats your desired outcome and how you want to achieve it 永远在每一次谈判之前都都得将谈判流程计划好你的预期结果及如何达到 The only goals are those you can control: behavior and activity 目标应该是那些你能够控制到的：行为和行动76Rules of Sales Negotiation销售协商的规则 Always think in the customers positions, and highlight their “pain” 永远从客户的角度思考，在他们的“