咨询式销售和沟通

1、咨询式销售和沟通Todays Agenda今日事项Consultative Selling A Process咨询式销售 一套流程Communication A Plan沟 通 一份计划2Selling?销售？How many people here are Sales Professionals?How many people here are Business Owners?How many people here Work for someone else?这里多少人是销售专家？这里多少人是企业家？这里又有多少人是为他人工作的？We are all in Sales.我们都在销售To b

2、e employed, or to have a job, or to own a business required each of us to either sell our skills to an employer, or sell the benefits of your company to another person so they would go to work for you被雇佣的，上班族，自己拥有企业的，我们每一个人都需要向雇主销售我们的技能，或者向他人销售公司的利益，这样人们才能为你工作3Consultative Selling?咨询式销售While the fun

3、damentals of selling may remain constant, we, as sales people, may not!虽然销售的基本原理是一成不变的，但是我们，销售的人不是一成不变的We must all continue our pilgrimage “by learning, living, and looking:我们都必须经历我们的人生旅程“继续学习，生活并展望：Learning from the past without living there;学习过去没有经历过的Living in the present by seizing each vital mom

4、ent of every single day; and 活在当下，抓住每一天每一个重要的时刻 ；Looking to the future with hope, optimism and education.”带着盼望展望未来，乐观并且不断学习”-Zig Ziglar -吉格 金克拉4To Win At Sales Requires Effort.努力才能在销售中取胜What is selling?什么是销售？The transfer of an idea or thought from one person to another.是一个人的想法或者观念传递给其他人The outcome o

5、f selling is someone is now doing what you asked them, persuaded them, or encouraged them to do, and they are in agreement with you.销售的结果是你现在做的，你告诉其他人，说服他们，让他们这样去做，并且人们也同意你所说的按你的意思去做。Consultative Selling - A Process咨询式销售一套流程5You _, were “Born To Win.” 你_, 是“天生大赢家”But to win please remember that “The

6、 Will to Win Is Nothing Without the Will to Prepare.”但是想赢请记住“没有准备，何谈输赢”6Consultative Selling A Process咨询式销售一套流程Key Words to Know:需要知道的关键词Attention 注意力Interest 兴趣Convince 确信Desire 欲望Close 成交78Sell By Design, Not By Chance销售是精心设计的，不是偶然发生的Four-Step Formula四步准则Need Analysis 需要分析Need Awareness 需要意识Need S

7、olution 需要解决方案Need Satisfaction 需要满足9The Successful Sales Formula成功销售的准则1. Need Analysis需要分析Customer-driven (wants) and need-oriented (needs) selling begins with the sales 通过客户驱动(希望)和需求导向(需求)的营销进行销售professional probing to understand the prospects wants and needs.探讨了解专业客户的期望和需求10The Successful Sales

8、Formula成功销售公式1. Need Analysis需要分析Customer-driven (wants) and need-oriented (needs) selling begins with the sales professional probing to understand the prospects wants and needs.通过客户驱动(希望)和需求导向(需要)的销售开始探讨理解客户的期望和需求。During Need Analysis, the sales professional will “X-ray” the prospect.在需要分析过程中，专业的销售

9、人员需要对前景进行X光式的扫描11People buy what they want when they want it morethan they want the money it costs.人们购买他们所需求的东西，当他们觉得他们需要的东西比钱更重要时，他们会舍得花钱。12The Successful Sales Formula成功销售公式1. Need Analysis需求分析Customer-driven (wants) and need-oriented (needs) selling begins with the sales professional probing to u

10、nderstand the prospects wants and needs.通过客户驱动(希望)和需求导向(需要)的销售开始探讨理解客户的期望和需求。During Need Analysis, the sales professional will “X-ray” the prospect.在需要分析过程中，专业的销售人员需要对前景进行X光式的扫描Professional probing is done with questions.专业的调查需要用问题来完成131. Need Analysis需求分析1. The Proper Questions Enable You to Gain t

11、he Prospects Trust.合适的问题会使你得到客户的信任2. To Combine Emotion and Logic:把情感和逻辑结合起来Use “Thinking” and Feeling” Questions.使用“思考”和“感觉”问题Use the “Choice” Close.使用“选择”成交Use a “Talking Pad” so the Prospect Can “See” the Idea使用“思考垫”，这样客户能“看到”这个主意3. The Successful Sales Professional is a Word Merchant and a Pictu

12、re Painter.成功的专业销售人员是文字的商人和画家141. Need Analysis需要分析4. Probe the Prospect with Three Kinds of Questions使用三种问题调查客户Open Door Questions开放式问题Closed Door Questions封闭式问题Yes or No Questions是或不是问题5. The Least-Developed Tool of the Professional Salesperson is the VOICE. To Develop this Important Tool:专业人员最未开发

13、的工具是他们的声音Practice, Practice, and Practice.练习，练习，再联系Read and Record Your Presentation.阅读，并录制你的演示Warm Up Before Presenting.演示之前热身Exaggerate Opening Your Mouth.夸张式张开你的嘴Smile!微笑！1516One more time we are changing everything再一次，我们改变着一切cell phone video add手机视频添加18The Successful Sales Formula成功销售公式2. Need A

14、wareness需要意识To See, To Know去看，去了解To Comprehend去理解The “light” of Understanding must go on理解之“光必须持续下去192. Need Awareness需要意识1. Need Awareness Means:需要意识是指：The Sales Professional Understands the Prospects Wants and Needs.专业的销售人员了解客户的期望和需求The Prospect Understands their Wants and Needs客户了解他们的需求和需要。2. To

15、Make the Light Go On for the Salesperson and the Prospect持续地为销售人员和客户提供帮助。Probe for Areas to Differentiate.调查划分区域Show the Imbalance to the Prospect.对客户展示不平衡202. Need Awareness需求意识3. To Discover Areas which Differentiate, Learn Everything Possible About:发现差异区域，尽可能了解以下方面：Your Product.你的产品You Industry.你

16、的行业Your Pricing.你的价格Your Products Application/Use.你们的产品应用或使用。Your Competition.你的竞争4. People Dont Care How Much You Know Until They Know How Much You CareAbout Them.人们不关心你知道多少,直到他们知道你有多关心他们。5. Your Most Powerful Weapon at Proving Imbalance Is The “Tough” Question. Earn The Right To Ask.证明不平衡的最有力的武器是你

17、的“刁钻”的问题。去赢得问问题的权利21The Successful Sales Formula成功销售公式3. Need Solution需要解决方案A. Lead with need.需求引导B. Prospects dont buy products; they buy what the products do for them.客户不买产品，他们买的是产品能为他们做什么C. Remember: WII-FM = Whats In It For Me? (the prospect). 记住：WII-FM=产品里有什么对我有用？（预期）22Need SolutionNeed Analysi

18、s需求分析Prospects “Ask”客户“问”Free Phone免费电话Pay $41 /month每月付41美金No increase in expense for phone service电话服务费没有增加Need Awareness需求意识Who all do you call?你都给谁打电话？How do you use your phone?如何使用你的电话？Do you call:你给他们打电话吗？Friends朋友Family家人Work工作单位23Need Solution需要解决方案How to Connect?如何联系？How to See Grandkids?如何

19、看孙子辈的孩子？How to share photos?如何分享照片？How to see live pictures of children?如何看孩子们的现场照片？Need Solution需要解决方案Need Analysis需要解决方案Prospects “Ask”前景“问”Free Phone免费电话Pay $41 /month41美金/每月No increase in expense for phone service电话费用没有Need Awareness需求意识Who all do you call?你都给谁打电话？How do you use your phone?如何使用你

20、的电话？Do you call:你给他们打电话吗？Friends朋友Family家人Work工作单位24Need Solution需要解决方案How to Connect?如何联系？How to See Grandkids?如何看孙子辈的孩子？How to share photos?如何分享照片？How to see live pictures of children?如何看孩子们的现场照片？The Sale:销售Free Phone免费电话$41 /month每月41美金The Sale:销售Free Phone免费电话$41 /month每月41美金The Sale:$498 Phone$

21、82/month“Theirs.”他们的“Ours.”我们的25Handling Objections目标处理Listen to the Objection.倾听目标Say it Back to the Prospect。展望前景Explore the Reasoning.探索原因Answer the Objection.回答目标Address their concern谈论他们的关心See it from their point of view从他们的观点看问题Relieve their fears释放他们的恐惧Check Back with the Prospect核对前景Redirect

22、 the Conversation重新指导谈话26The Successful Sales Formula成功销售模式4. Need Satisfaction 需要满足感27Become a quick-change artist成为一个快速变化的艺术家“You think you understand the situation, but what you dont understand is that the situation just changed.”“你认为你了解当前的形势，可是形势已经变了。”-An Investments advertisement一投资广告28The Succ

23、essful Sales Formula成功销售公式4. Need Satisfaction需要满足A. A.A.F.T.S. = Always Ask For The Sale经常问销售B. Belief in your product or service DEMANDS that you ask for the order相信你的产品或服务.需要你要求订单C. When the selling professional satisfies needs and wants, repeat business and new clients are guaranteed!当专业的销售人员满足了

24、客户的需求及愿望，重复的生意及新的客户就得到了保障。294. Need Satisfaction1. A.A.F.T.S. = ALWAYS ASK FOR THE SALE总要问销售问题2. The Choice Close or Assumptive Close选择封闭式或想当然封闭式问题“Can you see where my product or service would_?” (The primary benefit that would cause the prospect to buy goes on the line.)“您能看到我的产品和服务会-？”（能引起客户购买的主要

25、利益点是在网上）“Are you interested in _?”“您对-感兴趣吗？“When do you think would be the best time to start?”“你认为什么时候是开始的最佳时间？”304. Need Satisfaction需求满足3. The Probability Close helps the prospect understand how close he is to making the purchase:概率的接近帮助客户了解他们离购买还有多近“On a scale of 1 to 10, with 10 meaning you are

26、 ready to place your order, where would you stand right now?”“分值为1-10,10分意味着你就要下订单了，你现在准备站在哪里？”“What would it take to move you to a 10?”“什么会带你去站到10分那里？4. The Summary Close may seem basic, but dont be fooled by simplicity:总结看起来是基础，但是别被简单所愚弄了Summarize all the needs the prospect has given you for buyin

27、g and ASK FOR THE ORDER!总结所有客户给你的购买需求并要求下订单Relight the fire and desire through summarizing!通过总结重新点燃烈火和欲望31The Finish Line.终点32Sell By Design, Not By Chance根据设计而不是依据机会销售Four-Step Formula四步公式Need Analysis需要分析Need Awareness需要意识Need Solution需要解决方案Need Satisfaction需要满足33CommunicationA Plan沟通-一个计划Question: What Shape Is Your Personality?问题：你的个性是什么形状的？34A Susan Dellinger SeminarCommunication