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Oftenneglectedpartofsellingprocess这是销售过程中经常忽略的部分Willlosecustomereventuallyifthisisnotdone如不这样做将会最终失去客户Howmanytimehaveweheardcustomer’scomplaint“salesRepdisappearsaftergettingtheorder”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！”Challengeistofindcosteffectivewaytodothiswhichdoesnotgenerateimmediatesales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BasicSellingProcesses

(Handl23BasicSellingProcesses

基本的销售过程Theshortestwaybetween2pointsisnotviaastraightline.连接两点最短的路线不是一条直线。Customerobjections客户的反对意见ABBasicSellingProcesses

基本的销售过24BasicSellingProcesses

基本的销售过程

Openmind开放的思路Emotion心理Logic理智CustomerObjection客户的反对意见ABBasicSellingProcesses

基本的销售过25Somebasicthoughtsonsellingprocesses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26Qualifyyourprospects(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27Qualifyyourprospects(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28Qualifyyourprospects(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29FarmingandHarvestingVChancingandRaiding耕种和收割V缘木求鱼和抢掠FarmingandHarvesting耕种和收割30Farming&Harvesting

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

耕种和收割XY::31ChancingandRaiding

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Ch32SetCustomerExpectation(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33SetCustomerExpectation(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34SetCustomerExpectation(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35SetCustomerExpectation(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36SetCustomerExpectation(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37BasicSellingProcesses(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38BasicSellingProcesses(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(BeRea39BasicSellingProcesses(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(BeRe40

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(Liste41BasicSellingProcesses(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(Listen42BasicSellingProcesses(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(Listen43BasicSellingProcesses

(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

(Provi44BasicSellingProcesses

(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

(Provi45BasicSellingProcesses

(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Ide