Sale Negotiation Textbook

AP HRD
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Sales Negotiation
谈判操作原则:专注结果和关系
言明您的需求,也鼓励客户说出他的需求
高明的谈判者会对他们的客户言明: 他们会给客户寻找到理想的交易,同时也不会舍弃自己 的需求.
AP HRD
9
Sales Negotiation
谈判操作原则:专注结果和关系
致力于寻找解决方案

带着积极良好的结局展望从事谈判:
总有一种双方都可接受的解决方案:我的工作就是 发现这种方案,并说服客户帮忙我来解决.

只有这样的销售人员才会有达成结果和满足客户的 期望
AP HRD
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Sales Negotiation
谈判操作原则:专注结果和关系
化分歧和对抗为互相了解

分歧的化解要通过细致的说劝,不是通过高压和操纵
高High
低Low
对关系顾虑程度 Concern for Relationship
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AP HRD
Sales Negotiation
谈判模式 Modes of Negotiation 回避 Avoidance
在回避状态下的谈判者期望不估计冲突.由于既不需要获得 结果又不需要建立关系所以他们很难进入谈判状态. Negotiators in the avoidance mode expect to lose in a conflict situations. Engaging in a negotiation is so difficult that neither the need to get results or to build a relationship will get them into a negotiation.
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要素Elements •眼睛接触Using eye contact •建立关系building relationship •相互适应adapting •强化Reinforcing •同情Empathizing •接受Accepting •封闭式Closed-ended •开方式Open-ended •高所得High-gain
策略性销售培训之
销售谈判技巧
APHRD
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Sales Negotiation
培训目标
掌握谈判的实施原则 Review the driving principles of Negotiation 通过掌握技巧和角色扮演提高实战能力 Improve Competence by developing skills and practising Negotiation in role plays
要素Elements
重复阐述共同利益 Restating shared interests 展望共同目标 Envisioning shared goals
测试可能的解决方案
Testing possible solutions 试问“如果,将会”类的问题 Asking “What if” questions 表示一种积极展望 Expressing a positive outlook 开始实施想法


对某一观点不断嘲弄 Belabouring a point 过分利用逻辑推理 Overusing logic 为琐事争执 Making trivial arguments
激怒 Irritating


发表利己的评论 Making self- serving comments 轻视客户做出的让步 Belittling the customer's concessions 轻视客户的观点 Minimising the customer’s point
发信号 Signalling
形成一种正面的先前设想:您将说什么 To create a positive predisposition for what you are about to say
Prefacing ideas
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Sales Negotiation
对谈判徒劳的行为
行为 Behaviour 过度 Overdoing 要素 Elements
发现 Discover
技巧Skill 连接 Connecting 目的Purpos e 建立或重新建立个人间的链结 To build or rebuild personal bonds 保持客户的参与 To keep customer participating 进一步理清客户的认知和见解 To get quality information about customer’s perceptions
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Sales Negotiation
回避 Avoidance
销售人员:担心可能危害关系和丢掉业务,而不参加谈判.以致经常损失业务. Salespeople in this mode try not to negotiate and often lose business because they will not take part in a negotiation for fear that they may damage the relationship or lose the business.
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Sales Negotiation
说服 Persuade
技巧Skill
强调共同立场 Stressing Common Ground 假设 Supposing 目的Purpose
强调共同点 To emphasize areas of commonality 推想可能的结果和邀请客户 来做同样的事情 To put forward possible solutions and invite the customer to do the same
鼓励 Encouraging
发问 Questioning
AP HRD
Sales Negotiation
评
技巧Skill 日程设定 Agenda Setting 目的Purpose
述
要素Elements 罗列议题 Listing issues 核查达成协议 Checking
简洁中立地叙述或重复叙 述谈论的议题 To state or restate succinctly and neutrally the issues for discussion


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Sales Negotiation
客户的理解和感觉
市场资料
技术支持 付款期 技术的评估 市场信息 竞争信息 新增业务 业务量
价格
产品和服务
$
销售人员给我的
我提供销售人员的
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Sales Negotiation
AP HRD
努力寻找平衡点
创造出其他价值砝码,避免在价格上纠缠 Create other sources of value (chips) to avoid focus on price. 砝码对您是有成本,对客户是有价值--二者不一定完全等值 Chips have a cost to you and a value to the customer—these are not necessarily the same. 首先从对你的成本低而对客户的价值高的砝码开始加起 Start with chips that have little cost to you but much value to the customer.
设定优先次序 Setting priorities
for agreement
陈述协议Stating agreements 核实达成的理解 Confirming understanding 记录进展 Noting progress
总结 Summarizing
说明已取得的进展 To interpret what has been accomplished so far
谈判高手会寻找出彼此分歧点并创造性地解决问题 ,达到双方收益－－－双赢
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Sales Negotiation
谈判操作原则
谈判高手在谈判过程中除应用谈判技巧和分析能力外,还能很好 地控制自己的情绪,态度表情和甚至直觉来驾驭他们的技巧和 分析能力
专注与最终结果和关系!
They focus on the results and the relationship.
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Sales Negotiation
谈判运作原则The Driving Principle
专注与结果和关系

明确地谈出您的需要并鼓励客户也要如此

要致力于寻找解决方案
化对立为相互了解
关系： 让客户满意

结果： 有利的业务
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Sales Negotiation
谈判运作原则
谈判高手的谈判出发点在于：建立良好的关系和开展 有利润的业务
顾客:推迟做决定,厌倦存有分歧的人 Customers in this mode delay decisions and dislike the people who create differences.
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Sales Negotiation
谈判模式 Modes of Negotiation 迁就 Accommodation
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Sales Negotiation
对销售谈判徒劳无益的行为 Unproductive Behaviours (cont.)
行为 Behaviour 不点击要害 Counter-punching

要素 Elements
反击客户的每个观点 Rebutting every point the customer makes 不听建议固执己见 Defending your position against all suggested changes 对客户的建议直接提供其他替代方案 Providing immediate alternatives to the customer’s suggestions


ቤተ መጻሕፍቲ ባይዱ
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Sales Negotiation
谈判状态模式 Modes of Negotiation
APHRD
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Sales Negotiation
谈判状态模式 The Modes of Negotiation
高 High
对结果关心程度 Concern for Results
竞争(相争) 伙伴(相辅) Competition Partnership 折衷(相忍) Compromise 回避(相斥) Avoidance 迁就(相让) Accommodation

与客户寻求相互理解

视这种理解为强有力和长期解决冲突的基础
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Sales Negotiation
销售谈判技巧 Sales Negotiation Skills
D A P 发现/评估/劝说
APHRD
12
Sales Negotiation
销售谈判技巧
发现
评估
劝说
AP HRD
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Sales Negotiation
AP HRD
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Sales Negotiation
迁就 Accommodation
销售人员经常发现自己在这种状态.:他们意识到关系的重要度,当面对激烈竞争和较 强的客户时,经常接受不合理的要求而保护关系. Salespeople frequently find themselves in this mode. They are aware of the importance of the relationship and in the face of strong competition or a aggressive customer may give in to unreasonable demands to protect the relationship.
当遇到棘手的异议需要解决时,处于迁就状态的谈判者经常担心 追求结果而损失感情,从而屈就他人的立场. When faced with a significant difference to resolve, Negotiators in the accommodation mode usually yield their position for fear that pushing for a result will damage the relationship.

提高处理各种谈判的信心 Develop Confidence in dealing with tough negotiations

commonplace, and
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Sales Negotiation
定义
谈判的基本要素是什么?
• 争议分歧和利益上冲突

客户认为交易不公平
都有解决的期望 都想找到平衡点来达成谅解和共识