黄常捷 销售攻心术 – 如何优化销售业绩
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契机类型:
What is the need? 哪方面的需求？ Why the need now? 为何现在有这样的需求？ What are the concerns? 有什么顾虑？ What are the success factors? 需要哪些 成功因素？
19
What are your Customer Segments? 你的客户有哪些分类？
20
What 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
28
What is the Valid Business Reason? 合适商务理由是什么呢？ • Valid to the customer 客户关注的 话题 • Related to specific business issues or concerns 能够解决客户商务方面 的困惑或挑战 • The reason that will make the customer spend time with you 能 够让客户花更多时间在你身上的理 由 29
– Very humble 很谦卑 – Full compliance to his customers’ whims and fancies对客户千 依百顺、唯命是从 – Always diligent when working for his customers为客户做事 从不怠慢 – Give guidance to the way of thinking of his customers引 导客户思想方式 – Only do meaningful things for his customers and refuse anything that does not bring benefits 只为客户 做有意义的事情，而不干那 些效益较低的活
Choosing customers with the least resistance
27
What 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！
What is S.A.L.E.S? 什么是销售？
• S – Seek and qualify 寻找合适的客户
4
Understanding the Customer’s Mindset 了解客户的心态
There are two types of salespeople 有两种销售员: • Salesman A 销售员 • Salesman B 销售员 B: A: – Very confident 非常自信
• “In preparing for battle, I have found plans are useless, 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 (1890–1969), U.S. general, Republican, politician, president. 美国总统、政治家、共和党、将军
– Do you have existing customers who match the profile? 你目前可有客户符合 这些理想特征？ – Where can you find them? 你在哪儿 可以找到这样的客户？ – How can you find them? 你该如何 找到他们？
13
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 victory
14
Why Plan? 为什么要作计划？
15
What do You Need to Prepare before Seeing Customers? 见客 户前，你需要准备些什么？
16
Prospecting for the Right Customer 找寻正确的客户
The Sales Person’s Most Important Resource 销售 员最重要的资源
• Corporate Rooms 企业住宿 • Corporate Catering (Meetings/ Conferences/ Trainings/ D&Ds) 会议、 培训、年会 • Incentives 奖励 • Weddings 婚宴 • Other F&B (Luncheons etc.) 其他 F&B（如 午餐聚会 等） • Tour Groups 旅游团 • Individuals 个人
Psyche Selling for Sales Performance Optimizer 销售攻心术 – 如何优化销售业绩
1
What are some of the biggest challenges you face in doing sales? 您在从事销售时， 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？
• Who do 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 DON’T 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？
21
What do each customer segment value MOST? 每个客户分类最想得到哪方面的 价值？
22
Ideal Customer Profile 理想客户特征 • What are the ways that you can find theyour ideal customer? 你该如 何找到你的理想客户？
Which salesperson will be more successful? 5 哪位业务员会更加成功？ 哪位业务员会更加成功？
知己知彼，百战不殆 知己知彼，
Know Thyself and Thy Enemy, A Hundred Battles Fought and Not Imperil Any
6
Price vs. Value 价格 vs. 价值
7
What is the Value of Water? 水 值多少钱？
8
What 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
18
Target Customer and Opportunity Profile 目标客户与契机的特征
• 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
11
The Most Important Characteristic of a Sales Professional专业销售人员最 为重要的特征
Sincerity and Integrity 诚信
12
多算胜少算，而况于无算乎！
If You Fail to Plan, You Plan to Fail!
Biblioteka Baidu
23
What is S.A.L.E.S? 什么是销售？
• S – Seek and qualify 寻找合适的客户 • A – Ask critical questions, and demonstrate your value to them 提问关 键问题，并体现价值
24
How to Get to the Right Person 如何找到相关人士
25
Who 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 能拍板的人
26
水之行避高而趋下，兵之形避实 而击虚
2
What is S.A.L.E.S? 什么是销售？
• S – Seek and qualify 寻找合适的客户 • A – Ask critical questions, and demonstrate your value to them 提问关 键问题，并体现价值 • L – Listen and learn their buying behaviour 聆听以了解对方的购买方 式 • E – Ease concerns to close sale 解除顾 虑以完成销售 • S - Service and follow through 服务与 跟进 3
Time 时间
17
Prospecting for the Right Customer 找寻正确的客户
You can choose 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
Valid Business Reason 合适商务理 由
• The reason impacts the customer‘s concept of what they want to accomplish, resolve, 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, “what‘s 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
9
How can a Sales Person be of Value to Customers? 销售员要怎样才能给客户提供价值？
10
How can a Sales Person be of Value to Customers?
• 39% of a customer’s decision to buy from your company is based on the effectiveness of the sales representative 39%的顾客是因为销售 人员的表现而决定购买的 • Help customers define their problems and help solve them帮助客户锁定问题所在并给于解决 • Help customers make informed choices 帮 客户做明智的选择 • Help customers resolve concerns about the purchase 帮助客户解决购买的顾虑 • Help smoothen the purchasing process 帮 助协调购买过程 • Help smoothen the implementation process 帮 助协调购买后的执行过程
契机类型:
What is the need? 哪方面的需求？ Why the need now? 为何现在有这样的需求？ What are the concerns? 有什么顾虑？ What are the success factors? 需要哪些 成功因素？
19
What are your Customer Segments? 你的客户有哪些分类？
20
What 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
28
What is the Valid Business Reason? 合适商务理由是什么呢？ • Valid to the customer 客户关注的 话题 • Related to specific business issues or concerns 能够解决客户商务方面 的困惑或挑战 • The reason that will make the customer spend time with you 能 够让客户花更多时间在你身上的理 由 29
– Very humble 很谦卑 – Full compliance to his customers’ whims and fancies对客户千 依百顺、唯命是从 – Always diligent when working for his customers为客户做事 从不怠慢 – Give guidance to the way of thinking of his customers引 导客户思想方式 – Only do meaningful things for his customers and refuse anything that does not bring benefits 只为客户 做有意义的事情，而不干那 些效益较低的活
Choosing customers with the least resistance
27
What 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！
What is S.A.L.E.S? 什么是销售？
• S – Seek and qualify 寻找合适的客户
4
Understanding the Customer’s Mindset 了解客户的心态
There are two types of salespeople 有两种销售员: • Salesman A 销售员 • Salesman B 销售员 B: A: – Very confident 非常自信
• “In preparing for battle, I have found plans are useless, 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 (1890–1969), U.S. general, Republican, politician, president. 美国总统、政治家、共和党、将军
– Do you have existing customers who match the profile? 你目前可有客户符合 这些理想特征？ – Where can you find them? 你在哪儿 可以找到这样的客户？ – How can you find them? 你该如何 找到他们？
13
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 victory
14
Why Plan? 为什么要作计划？
15
What do You Need to Prepare before Seeing Customers? 见客 户前，你需要准备些什么？
16
Prospecting for the Right Customer 找寻正确的客户
The Sales Person’s Most Important Resource 销售 员最重要的资源
• Corporate Rooms 企业住宿 • Corporate Catering (Meetings/ Conferences/ Trainings/ D&Ds) 会议、 培训、年会 • Incentives 奖励 • Weddings 婚宴 • Other F&B (Luncheons etc.) 其他 F&B（如 午餐聚会 等） • Tour Groups 旅游团 • Individuals 个人
Psyche Selling for Sales Performance Optimizer 销售攻心术 – 如何优化销售业绩
1
What are some of the biggest challenges you face in doing sales? 您在从事销售时， 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？
• Who do 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 DON’T 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？
21
What do each customer segment value MOST? 每个客户分类最想得到哪方面的 价值？
22
Ideal Customer Profile 理想客户特征 • What are the ways that you can find theyour ideal customer? 你该如 何找到你的理想客户？
Which salesperson will be more successful? 5 哪位业务员会更加成功？ 哪位业务员会更加成功？
知己知彼，百战不殆 知己知彼，
Know Thyself and Thy Enemy, A Hundred Battles Fought and Not Imperil Any
6
Price vs. Value 价格 vs. 价值
7
What is the Value of Water? 水 值多少钱？
8
What 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
18
Target Customer and Opportunity Profile 目标客户与契机的特征
• 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
11
The Most Important Characteristic of a Sales Professional专业销售人员最 为重要的特征
Sincerity and Integrity 诚信
12
多算胜少算，而况于无算乎！
If You Fail to Plan, You Plan to Fail!
Biblioteka Baidu
23
What is S.A.L.E.S? 什么是销售？
• S – Seek and qualify 寻找合适的客户 • A – Ask critical questions, and demonstrate your value to them 提问关 键问题，并体现价值
24
How to Get to the Right Person 如何找到相关人士
25
Who 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 能拍板的人
26
水之行避高而趋下，兵之形避实 而击虚
2
What is S.A.L.E.S? 什么是销售？
• S – Seek and qualify 寻找合适的客户 • A – Ask critical questions, and demonstrate your value to them 提问关 键问题，并体现价值 • L – Listen and learn their buying behaviour 聆听以了解对方的购买方 式 • E – Ease concerns to close sale 解除顾 虑以完成销售 • S - Service and follow through 服务与 跟进 3
Time 时间
17
Prospecting for the Right Customer 找寻正确的客户
You can choose 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
Valid Business Reason 合适商务理 由
• The reason impacts the customer‘s concept of what they want to accomplish, resolve, 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, “what‘s 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
9
How can a Sales Person be of Value to Customers? 销售员要怎样才能给客户提供价值？
10
How can a Sales Person be of Value to Customers?
• 39% of a customer’s decision to buy from your company is based on the effectiveness of the sales representative 39%的顾客是因为销售 人员的表现而决定购买的 • Help customers define their problems and help solve them帮助客户锁定问题所在并给于解决 • Help customers make informed choices 帮 客户做明智的选择 • Help customers resolve concerns about the purchase 帮助客户解决购买的顾虑 • Help smoothen the purchasing process 帮 助协调购买过程 • Help smoothen the implementation process 帮 助协调购买后的执行过程