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1、1,Psyche Selling for Sales Performance Optimizer 销售攻心术 如何优化销售业绩,2,What are some of the biggest challenges you face in doing sales?您在从事销售时，最大的困惑及挑战是什么？,How would you overcome?你将如何克服？,3,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，
2、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,4,What is S.A.L.E.S?什么是销售？,S Seek and qualify寻找合适的客户,5,Understanding the Customers Mindset了解客户的心态,Salesman A 销售员 A:Very humble 很谦卑Full compliance to his customers whims a
3、nd 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,Salesman B 销售员 B:Very confident 非常自信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,There ar
4、e two types of salespeople有两种销售员:,Which salesperson will be more successful?哪位业务员会更加成功？,6,知己知彼，百战不殆,Know Thyself and Thy Enemy,A Hundred Battles Fought and Not Imperil Any,7,Price vs.Value价格 vs.价值,8,What is the Value of Water?,水 值多少钱？,9,What do Your Customers Value?你的客户会珍惜什么价值呢？,A Value is NOT a Rea
5、l Value UNLESS the Customer Wants It!客户所不惜的就不是真正的价值,10,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？,11,How can a Sales Person be of Value to Customers?,39%of a customers decision to buy from your company is based on the effectiveness of the sales representative39%的顾客是因为销售人员的表现而决
6、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,12,The Most Important
7、Characteristic of a Sales Professional专业销售人员最为重要的特征,Sincerity and Integrity诚信,13,多算胜少算，而况于无算乎！,If You Fail to Plan,You Plan to Fail!,14,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,15,Why Plan?为什么要作计划？,“In preparing for
8、 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(18901969),U.S.general,Republican,politician,president.美国总统、政治家、共和党、将军,16,What do You Need to Prepare before Seeing Customers?见客户前，你需要准备些什么？,17,Prospecting for the Right Custom
9、er找寻正确的客户,The Sales Persons Most Important Resource销售员最重要的资源,Time时间,18,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,19,Target Customer and Opportunity Profile目标客户与契机的特征,Customer type客户类型:Business
10、nature商务性质Company size公司规模Decision making process决策过程Opportunity type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？,20,What are your Customer Segments?你的客户有哪些分类？,Corporate Rooms企业住宿Corporate Catering(Meetings/Conferences/Tr
11、ainings/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,21,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,22,What do each customer se
12、gment value MOST?每个客户分类最想得到哪方面的价值？,23,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？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？,24,What is S.A.L.E.S?
13、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,25,How to Get to the Right Person如何找到相关人士,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 DONT want to answer your call?他们为什么不愿意见你？What makes them want to answer your
14、 call?他们为什么会愿意见你？,26,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,27,水之行避高而趋下，兵之形避实而击虚,Choosing customers with the least resistance,28,What to Say on first Contact?怎样作首次接触沟通,Whatever it is,it MUST be Valid Business
15、Reason to the customer!不管你说什么，都得带给客户合适商务价值！,29,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,30,Valid Business Reason合适商务理由,The reaso
16、n impacts the customers 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 setsyour phone callas 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,“whats 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,conci
17、se and complete理由需清晰，简练，完整,31,How to Make Your Opening Call如何开场白,Hello,Mr.XYZ.“XYZ 先生你好”Its an honor to speak with you.Or,Thanks for taking my call.“很高兴与您通话”或“感谢您接我的电话”DO NOT use any of the meaningless,overused pleasantries like,Is this a good time?or How are you today?避免说一些无谓的开头语，如“现在说话方便吗？”或“你今天好吗
18、？”,32,How to Make Your Opening Call如何开场白,State your Valid Business Reason.陈述你的合适商务理由“The purpose of my call is to explore ways to provide better choices of accomodation for your colleagues.We have received lots of positive feedback from our guests,may be able to provide great service for you too.”“今
19、天我跟您交谈的目的是想看看能不能给您的同事更多酒店住宿的选择。我们经常获得我们客户的美言，或许也能您带来更优质的服务”,33,How to Make Your Opening Call如何开场白,Introduce yourself.介绍自己This is Susan.Susan Star with XYZ Company.“我是Susan。ABC 公司的 Susan。”Mr.XYZ,is it OK if I can ask a few questions to find if we can help you deliver better performance?“XYZ先生，您不介意我问几
20、个问题，看看我们是不是能给您带来更好的效益？”,34,是故百战百胜，非善之善也；不战而屈人之兵，善之善者也,The best victory is the one that is won without fighting,35,Why do You Need to Uncover the Needs and“Pains”of Customers BEFORE Presenting Anything为什么你必须在介绍任何事项之前先挖掘客户的需求与“痛处”?,36,Reasons to Ask Questions为何提问,Customers dont care how much you know,
21、until they know how much you care客户不会考虑你知道多少，直到他们知道你为他们考虑多少“You Must Understand Our Business”Research on what customers expect of sales people conducted with 80,000 customers conducted over 14 years“你必须了解我们的商务营运”一项历行14年，采访了80,000名客户的针对客户对销售人员的期望值调研Sales people who ask questions tend to be more succe
22、ssful than those who dont Research conducted over 12 years with 35,000 sales people of the leading sales organisations in 23 countries 会提问的销售员比不提问的将获得更好的业绩 一项厉行12年，历经23个国家，采访了35,000顶尖销售组织业务员的调研,37,Open vs.Closed Questions,开放 与 封闭式 的提问,38,Open Questions开放式 提问,Who谁？When什么时候？Where哪？What什么？Why为什么？How怎么？
23、,39,Uncovering the Needs and“Pains”of Customers挖掘客户的需求与“痛处”,First,state your Valid Business Reason首先，陈述你的合适商务理由Then,ask the following types of questions接着提问以下:Current-Future States当下与预期的状况Highlighting and Intensifying“Pain”Areas挖掘客户的“痛楚”Expected Paybacks/ROI对方所预期的效果Associated Risks and Obstacles相关的风
24、险与障碍Provide Assurance安抚他们的忧虑,40,Valid Business Reason合适商务理由,State your Valid Business Reason for your Call,and Get Permission to Ask Questions在会面的开始，我们先与对方陈述此次会面的合适商务理由（当客户了解你提问的用意，他更会与你合作）“The purpose of my call is to explore ways to provide better choices of accomodation for your colleagues.Is it
25、OK that I ask a few questions?”“今天我跟您交谈的目的是想看看能不能给您的同事更多酒店住宿的选择。您不介意我问一些问题，了解一下您的情况？”,41,41,Current-Future States当下与预期的状况,Every potential new sale is a change for customers每个新的销售单子对客户来说是一种改变Customers will have some expectations on how they will want to benefit if they were to make a purchase顾客会对将要购买
26、的产品益处抱有一定的期待When customers are not sure about what their future state is,they may be the wrong person to talk to,or they may not have a clear buying need当顾客对预期的状况不确定或他没有明确的购买需求，那么你可能找错人了,42,42,Current-Future States当下与预期的状况,What are your key opportunities now?What will that be for next year?你觉得你们目前有哪
27、些市场机遇？你觉得来年将是怎样？What are the most profitable products now?What do you think will be most profitable next year?你们目前最赚钱的产品是哪些？将来又会是哪些？Hows the market now?What will that be 6 months later?目前市场情况怎样？6个月后又会怎样？What are some key challenges you face now?What do you think they will be 2-3 years later?你目前遇到哪些主
28、要的挑战？2-3年后又会有怎样的挑战呢？Can you tell me more?能告诉我更多详情吗？,43,43,Highlighting and Intensifying“Pain”Areas挖掘客户的“痛楚”,Customers with weaker“pain”issues may be less likely to buy痛楚比较少的客户购买意识比较薄弱What will happen如果会怎样？What will happen if nothing is done?如果什么都不做的话会怎样？What will happen if the product is of a lower
29、quality?如果产品质量低劣会怎样？What will happen if it takes much longer to ship?如果送货时间过长会怎样？What if the after-sales service/maintenance is not but to expectations?如果售后服务或维修比预期的低许多会怎样？What is your biggest concerns?您最大的顾虑是什么？,44,44,Expected Paybacks/ROI预期的回报,The biggest monetary or non-monetary benefit when the
30、customer buys from you客户在购买你的产品后能得到的实质性与非实质好处If.,what will be.?如果，会给你怎样的帮助？If you can guarantee quality,can you sell at better prices?如果你能够给客户承诺在质量，你可以买更高的价格吗？If we help you with after-sales service,can you keep your customers happy?如果我们帮你搞定售后服务，是不是能帮你满足客户的要求？What needs to be done to give you the be
31、st results?您觉得怎样才能够给你最好的效果？,45,45,Uncovering the Needs and“Pains”of Customers挖掘客户的需求与“痛处”,Current-Future States 目前与预期的状况Highlighting and Intensifying“Pain”Areas突显与加重客户的“痛楚”Expected Paybacks/ROI 对方理想的回报Then 然后Present your solution 陈述你的方案,46,46,Associated Risks and Obstacles相关的风险与障碍,Will your customer
32、 be concerned with:你的客户是否会有以下顾虑：Buying from you for the first time?是否第一次向你购买？Possible product/service failures or defects?产品或服务是否有缺陷或会失败？Poor feedback and response from senior management?高层管理的负面反馈、反应Poor feedback and response from end users?使用者的负面反馈、反应,47,47,Associated Risks and Obstacles相关的风险与障碍,Do
33、 you have any concerns with regards to our working arrangements?不知道针对这样的合作方式，您有什么建议？Are there any concerns from your senior management with regards to working with us for the first time?不知道你们公司高层针对第一次与我们合作，会有什么顾虑？What will be some possible concerns if you were to adopt our solutions?如果您采用我们的方案，最大的顾虑
34、会是哪方面？,48,48,Provide Assurance安抚他们的忧虑,Understand how your customer wants your assurance了解你的客户要你如何安抚他的顾虑What do you think should be our next step?你觉得我们下一步该怎么做？,49,Before Presenting在提出方案之前,Have you found out what are the roles of everybody in the customers team?你有没有找出对方各个成员的角色？If not,have you clarifie
35、d why are they interested in your solution?如果还没有，你有没有澄清他们为什么对你的方案感兴趣？,50,Presenting Your Solution提出你的方案,Background Information about Your Company关于你公司的背景信息This is the least helpful to sales,but is a necessity 在整个销售环节里最起不了作用，但是个必备话题Spend the least time on this aspect 在这方面尽可能用最少的时间Feature Your Main Se
36、lling Points and How it Benefits Your Client 向客户呈现你的产品特征、优势，并让他了解对他有什么益处/价值For Every Selling Point,Ask a Confirmation Question to Get Clients Agreement 在呈现每个卖点的时候，提出一个确认式的提问，博取客户的认同,51,Example:Presenting Your Solution举例：提出你的方案,Background Information背景信息:“We are a Luxury Hotel in Shanghai with great
37、facilities and greater service”“我们是上海的一家豪华酒店，能为您提供豪华的酒店设施及贴心的服务”Featuring Your Main Selling Points体现你的卖点:“When you host your sales conference with us,all your meeting rooms will have natural light with spacious break areas.You will also enjoy good food and great service too”“当您在我们酒店主办您的销售年会时，您所有的会议时
38、将有自然光及宽敞的茶歇空间。您也将品尝优质食品并享受我们贴心的服务”Getting Confirmation博取认同:“Will this help you organise a successful conference?.”“这是不是能帮您主办一次成功的年会呢？”,52,木石之性，安则静，危则动，方则止，圆则行,Just like wood and rocks:safe when motionless,dangerous when in motion;shape it square to stop it,shape it round to move it,53,What is S.A.L.
39、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,54,How Much is This Per Night?这个客房一个晚上多少钱？,55,Why Listening?,为何聆听？,56,Why do you need to contact more than one person in the customers orga
40、nisation?,为什么要在客户的公司联络至少两个人？,57,How many people do you need to deal with to close the sale?当销售接近尾声时，你需要接触多少人？,In a survey of Winning Sales Organisations by Miller Heiman根据Miller Heiman对卓越销售团队的调研:65%of all complex sales will require sales people to contact 3-5 people in the customers organisation bef
41、ore the sale is closed 65%的销售是要销售员在签单以前与客户团队中的3-5个人打交道34%will need to contact 6 or more people 34%需与6人或以上打交道Relationships that rely on one person is very vulnerable.Why？与一个人建立关系是非常脆弱的。为什么？,58,Finding Out the Decision Making Structures了解客户的决策过程以及幕后势力,6 Questions to Ask Before You Close在你跟客户接单之前所需提出的6
42、道提问:After all we have discussed so far,which part do you feel is most helpful?在我们所探讨的事项中，你觉得哪方面对你最重要？Besides yourself,who else will you consult with regards to making such decisions?除了你本身，你还会参考那些同事的意见来做决策呢？Which aspects do you think are most helpful to your colleagues?你觉得哪方面对你的同时最有帮助呢？What would you
43、 like to see in my proposal?如果我给你份计划书，你想看到些什么呢？,59,Finding Out the Decision Making Structures了解客户的决策过程以及幕后势力,As the proposal shall cover many aspects,we wont be able to explain everything clearly on a few pages.Do you think we can have a meeting at 10:00AM next Wednesday so that I can explain the co
44、ntent to you and you can provide me with your feedback?Is that ok with you?因为我们谈了很多方面的信息，给你建议的方案也将会是多方面的。因此，单凭几张纸，可能表达不清。你看我们是不是可以下周三上午10点会个面，让我跟你解释里面内容，也让你直接向我提出你的意见，好吗？,60,Finding Out the Decision Making Structures了解客户的决策过程以及幕后势力,Since you will be consulting with your colleagues opinions,would you
45、 like to invite them for our discussion?既然你在这方面会参考你的同事的意见，到时候能不能顺便请他过来一下呢？,61,The Influencers of Complex Sales复杂销售情况的影响者,The Decision Maker 决策者The Fault Finder挑毛病者The Gatekeeper挡门者The User 使用者The Sherpa/Guide 引路者,62,The Motivations Behind Each Player每个角色的购买动机,Buying to Spur Growth刺激增长Buying to Solve
46、 a Big,Current Problem解决棘手的问题So-So,Not Much Motivation to Buy不好不坏，对你的产品可有可无Over Confident,No Reason to Buy at All过于自信，完全没有购买的必要,In ALL Big Selling,theres ALWAYS official and personal motivations for each player 所有购买角色都有在公、在私的动机,63,Buying Motives(Official)购买动机(在公),Increase Revenue增加收入Reduce Costs降低价格
47、Improve Asset Utilisation增加资产运用,64,Buying Motives(Personal)购买动机(个人),Achievement成就Relationships关系Reputation声望Career Advancement仕途Leisure悠闲Money金钱Interesting Work工作上的乐趣,65,What are some of the buying motives of your typical buyer?,你们一般的买家又有哪些购买动机呢？,66,不知敌之情者，不仁之至也，非民之将也，非主之佐也，非胜之主也,If you dont know mu
48、ch about your adversary,you wont command victory,67,Exercise:Mapping Out Each Influencer练习：理出每个影响者,Think of a deal you have previously won/lost that involves multiple decision making players设想你曾成功（或不成功）接单，而又需要多人决策的客户How many people have you communicated with?你跟对方企业的多少人进行过沟通？What are their influence
49、level from 0-10从0-10的影响程度Who are the Decision Maker,Fault Finder,Gatekeeper,Users and Sherpas?对方谁是决策者、挑毛病者、挡门者、使用者及引导者？What were their official and personal motivations to buy(or not to buy)from you?他们跟你购买（或不跟你购买）的在公、在私的动机是什么？What else do you feel you should have done?你觉得你哪方面该做的没做？,68,Getting Help f
50、rom Your Customers让客户来帮你的忙,How can you identify the supporters in your customers organisation?你该如何发掘客户组织里的支持、拥护者？Ask your supporters to让你的支持者:Provide information提供信息Advise you on their internal decision making procedures使你了解对方内部的决策过程Say a few nice words to the main Decision Maker给最终决策者吹吹耳边风,69,Getti
