如何处理反对意见

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Types of buyers and potential objections 购买者的风格及潜在的抗拒
The Best Price Buyer价格至上的购买者
Characteristics What objections to expect ?
特征
Wants to watch expenses
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Managing Objections 处理反对意见(续)
喜欢私人关系
Buys more on trust
你给的服务不够
How can I trust you after lass with peers
有了上回经验, 有了上回经验,我怎能再相信你
All the other guys are saying this products no good
现在的“决策过程”比以前更为细致与冗长, 现在的“决策过程”比以前更为细致与冗长,因而较能不受卖方的影 响
Buyer readiness and objections 购买者成交状态及抗拒
Buyer readiness stages 购买者成交的阶段 Awareness Knowledge Liking
这对我来讲没有利润
The sales data shows margins are declining on DAS business
保有完整记录
Often an early adopter
DAS产品的利润下滑 销售资料显示 DAS产品的利润下滑
I normally would be first in but I’m not convinced
The Solution Buyer解决问题型的购买者
Characteristics What objections to expect ?
特征
Likes personal relationships
会有那些反对意见? 会有那些反对意见?
You don’t give me enough service
通常为早期接受者
Often growth orientated
通常我是早期采用者, 通常我是早期采用者,但我尚未被说服
The sales plan looks too aggressive for me
通常以成长为导向 这销售计划对我而言是 太冒进了些
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Purchase Profile and Objections 采购解析及反对意见
与同僚讨论
Less analysis
其他人都说这产品不好
Don’t try and baffle me with data seeing is believing
较少分析 少拿资料来困扰我, 少拿资料来困扰我,眼见为信
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Types of buyers and potential objections 购买者的风格及潜在的抗拒
DAS这 DAS DAS那 DAS这…DAS那… 叭啦…叭啦 叭啦... 叭啦 叭啦
But….But…..!! 但是…但是 但是…!! 但是 但是 !!
DAS
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Managing Objections 处理反对意见
1. Listen for:倾听: 倾听: 倾听
Content (What is said) 内容(说了些什么) 内容(说了些什么) Intent (What is felt) 意涵(感受到些什么) 意涵(感受到些什么)
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Managing Objections 处理反对意见的方法
1. Listen for content and intent 倾听内容, 倾听内容,了解意涵 2. Practice good listening skills 练习好的倾听技巧 3. Manage yourself 自我管理 4. Develop responses to predictable objections 为可预测的反对意见预谋对策 5. Preparation 准备
会有那些反对意见? 会有那些反对意见?
Price to high, unjustified
很注意开销
Buys based on own analysis
价格太高, 价格太高,价格不公道
Does not believe our figures
根据自己的分析来买东西
Often independent / stubborn
The purchase experience level
采购经验的层次
First time purchase 首次购买 Rearranged purchase 再度购买 Regular repeat purchase 固定重复购买
More care needed as more objections likely
Is smarter than they have ever been before, better trained and motivated to do their job well
较以往的客户更聪明,受过较好的训练, 较以往的客户更聪明,受过较好的训练,而且更愿将事情做好
The access to information and experience gives today’s buyer the clarity of view before they decide to buy, no one in the past had this level of information
现在的买家在购买前有许多方式可得到相关的资讯及经验以提供他们 做购买与否的决定. 做购买与否的决定.这些资讯是从前都无法得到的
The adoption of buying processes and buyer working groups have greatly assisted buyers in providing them with more powerful positions in negotiations
知悉
了解
喜欢
Preference
Conviction
Purchase
偏好
被说服
购买
The target audience may be in any one of six states of readiness Depending on which state they are in it will require differing communication activities and resources to appeal to them. 成交” 任何一位目标客户 都可能处在上述 6个 “成交” 阶段 的任何一阶段 不同的成交阶段 需要不同的沟通与资源 去迎合他以达成成交的目的
Dealer Buyer 经销商 Agent 代理商 Dealer Buyer 经销商
制造商
Dealer Buyer 经销客户 Dealer Buyer 经销客户 Dealer Buyer 经销商客户
Our focus of interest today 我们的重点
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The Buyers of Today (the negotiator) 今日的购买者(协商者) 今日的购买者(协商者)
Handling Objections 处理反对意见
Objection !
反对意见!
Understanding how to deal with objections ? 如何处理反对意见? 如何处理反对意见?
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Workshop Agenda 研讨会议程
Importance of understanding objections
Planning ahead for predictable objections and having solutions ready
对可预见之反对意见先做准备,并备妥解决方案 对可预见之反对意见先做准备,
Studying tough customers, understanding the problem and finding effective solutions to dealing with them
Degree of complexity reduces and self confidence is higher
复杂程度降低, 复杂程度降低,自信增加
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需要较多的注意 以达成销售
Objections 反对意见
What your customer is really saying when objecting… 当客户有抗拒行为时,他事实上在表达什么 他事实上在表达什么... 当客户有抗拒行为时 他事实上在表达什么
Why should I continue to do business with you ? 为什么我要继续和你做生意? 为什么我要继续和你做生意? Why should I pay you more than I would have to pay someone else ? 为什么我要付你比付给别人更多的钱呢? 为什么我要付你比付给别人更多的钱呢? Tell me the value (benefit) to me of sticking with you ? 告诉我,我继续与你作生意的价值(利益)为何? 告诉我,我继续与你作生意的价值(利益)为何?
了解反对意见的重要性
How to recognize and deal with objections
如何认定及处理反对意见
How to develop responses to objections which can create results
如何有效的回应反对意见, 如何有效的回应反对意见,并顺势引导出结果
采用“采购程序” 采用“采购程序”及“联合购买”提供了现今买家在协商时更有利的 联合购买” 立场
The process of decision making is now longer and far more detailed leading to buyers being able to protect themselves from excessive influence by us
不相信我们的数据
Price, Price, Price
通常是很独立或顽固的
Price shopper
价格!价格!价格! 价格!价格!价格!
The competition are cheaper
到处询价的购买者
别的竞争者较便宜
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Types of buyers and potential objections 购买者的风格及潜在的抗拒
2. Practice good listening skills 练习好的倾听技巧
Want to hear what they want to tell you 听取他们真正想告诉你的事 Concentrate on listening 专心倾听 Ask questions and listen 提问并倾听 Acknowledge comments, ask for clarification 表达了解, 表达了解,要求澄清
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Managing Objections 处理反对意见
When you are talking you already know everything you will hear !! 当你在陈述时, 客户会有什么反应!! 当你在陈述时,你应该 预测的到 客户会有什么反应!!
DAS this and DAS that blah blah
研究难缠的客户, 研究难缠的客户,了解问题所在并找出有效解决方法与 其沟通 2
The Channel (the customer) 通路(客户) 通路(客户)
Business Marketing Channel
商务行销通路
Manufacturer
制造商
Manufacturer
制造商
Manufacturer
The Business Buyer商务型购买者
Characteristics What objections to expect ?
特征
Watches profits
会有那些反对意见? 会有那些反对意见?
Not enough margin in it for me
很注意利益
Keeps good records