成功销售手册Word文件下载.docx

成功销售手册Word文件下载.docx

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Themajorityofsalespeopletodayuseacombinationofapproaches.Theywanttobeliked,theywanttobecredible,theywanttoclose,andtheywanttomeettheneedsoftheircustomers.Butformostsalespeople,thisamalgamationhasresultedinaquasi-consultativeapproachatbest.Whilequasi-consultativesalespeopleidentifycustomerneedsandareproductive,theyfallshortofwhattheycouldaccomplish.

Salespeoplewhoareattheconsultativeendofthecontinuumcreateefficientbutrobustdialogueswiththeircustomersthatenablethemtoconnectandlearnmorewitheachconversation.Thedialoguesareactive,withbalancedexchangesbetweenthesalespersonandthecustomer.Whattheydolookseasyandsoundslikecommonsense,butitisfarfromsimpleanditisnotcommonpractice.

Thelinebetweenquasi-consultativesellingandconsultativesellingisfine,butifallotherfactorsarebasicallyequal,thelinemeansthedifferencebetweenwinningbusinessorlosingtoacompetitor.Itcanbethedifferencebetweenbeingviewedasatechnicalspecialistandbeingatrustedadvisor.Withrelativelyequalcompetitors,itisthesalestalkofthesalespersonorsalesteamthatmakesthediffer-encebetweenwinningandlosingbusiness.

Herearewaysyoucancreatearobustdialogue:

Assessyoursalestalk:

Howinteractiveareyoursalesdialogues?

Whatisyourgive/getratio?

Committodosomethingdifferent:

Askmoreprobingquestions.

Stopthinkingintermsofeducatingcustomers:

Thinkmoreabouteducatingyourselfaboutyourcustomers.

Topperformerstreatpreparationdifferently.Theyarealwayspreparing—beforeandaftereachcustomermeeting.

Howdoyouprepare?

Doyouthinktoyourself—whatdoesmycustomerneed,whatcanIpositionthatwillmakeiteasyformycustomertosayyes?

Doyouletideaspercolateinyourmindsoyoucanbecreativeandproactive?

Havingapreparationstrategywillshortenyourpreparationtimeandincreasetheimpact.Asyouprepare,followthesethreesteps:

*Beginwithstrategicpreparation.Thinkaboutyourlonger-termrelationshipobjectivesandthensetyourshort-termimmediateobjectiveforthecall.Makesureyourobjectiveismeasurable,isachievable,andhasatimeframesoyoucanmaintainmomentum,assesstheoutcomeofyourcall,andaccelerateyourclose.Visualizetheflowofyourcallandbuildintimeforthecustomertotalk.

*Next,docustomerpreparation.Thinkaboutyourcustomer誷objectives,situation,needs,anddecisioncriteria.

*Finally,focusonyourproduct/technicalpreparation.Useyourrangeofproductsandcapabilitiestomeetyourcustomer誷needs.Planthequestionsyouwillask,anticipateobjections,andcustomizeyourmaterials.

Mostsalespeoplepreparebackwards.Theystartwithproduct/technicalpreparation.Beginningwithstrategicpreparationwillhelpyousavetimebylettingyoutargetyoureffortsandremaincustomer-focused.

Tohelpyouinyourpreparation,stayuptodateonindustryandcompanynews.Leverageyourteamforideas.Reviewyourcustomerfilessothatyoucanbuildonanyinformationyoualreadyhaveandavoidunnecessaryrepetition.Preparethematerialsyouthinkyouwillneedandtailorwhateveryouplantogivetothecustomertomakesureitappliestothecustomer.

Asyouvisualizeyouragendaforthecall,makesureyouremaincustomer-focused.Priortothecall,wheneverpossible,getcustomerinputonyouragenda.Butevenwhenyougetinput,alwayscheckyouragendatogetthefeedbackyouneedtogetbuy-in,makeadjust-ments,andgoforward.

Herearetipstohelpyouprepare:

Prepareforallcustomercalls:

Setameasurableobjectivewithatimeframeforeachcalltohelpyoumaintainmomentumandaccelerateyourclose.

Tailorallmaterial:

Showyourcustomeryourfocusisonhisorherneeds.

Visualizeyourcall:

Plantheflowofyourcallandbuildintimeforthecustomertotalk.

Topperformersoftensaythattheirsalesdialoguesfeelmorelikebrainstormingwiththeircustomersthan襰elling.*Thesearethesixcriticalskillsthatarefundamentaltomakingtheirdialoguessofluidandproductive:

*Presence—communicatingenergy,conviction,andinterestwhenspeakingandlistening

*Relating—buildingrapport,usingacknowledg-ment,andexpressingempathytoconnectwithcustomers

*Questioning—creatingalogicalquestioningstrategyandeffectivelyusingprobingskillstouncoverneeds

*Listening—understandingwhatthecustomercommunicatesinwords,tone,andbodylanguage

*Positioning—persuasivelydemonstratingvalueandapplicationtothecustomerbycustomizingyourproductknowledgetotheneedsofthecustomer

*Checking—elicitingfeedbackonwhatyouhavesaidtogaugecustomerunderstandingandagreement

Theseskillsarethetoolsofselling.Thesharpertheskills,themoreeffectivethesalesperson.Aweaknessinanyoneoftheskillsputsacaponeffectiveness.Forexample,ifthesalespersoncan誸establishrapportwiththecustomer,itisunlikelythecustomerwillopenupinansweringquestions.Ifthesalespersonisapoorlistener,answerslosetheirvalue.Andwithoutanunderstandingofcustomerneeds,it誷almostimpossibletoconnectcapabilitiestocustomerneeds.

Dialoguesellingrequiresproductknowledgeandtechnicalexpertise,butequaltotheseiscustomerknowledgeandskill.Indialogueselling,thesalespersonbecomesaresourcepersonwho,becauseheorshefullyunderstandsthatparticularcustomer誷specificneeds,canmeettheneedsthatrelatetohisorherproductandalsocross-sellandmeetthecustomer誷broaderspectrumofneeds.Tosucceedindialogueselling,youmustmasterthesixcriticalskills.

Herearewaysyoucansharpentheseskills:

Assessyoursixcriticalskills:

presence,relating,questioning,listening,positioning,checking.Force-ranktheskills.Identifyyourstrengthsandareasforimprovement.Workononeskillatatimetogetittothenextlevel.

Committoself-critique:

Attheendofeachcall,critiqueyourskillsaswellasthecontentofthemeeting.

Askforfeedback:

Elicitfeedbackfromyourcustomersandcolleagues.

Theopeningofthecallsetsthetone.Therearefourimportantthingstoaccomplishasyouopen:

establishrapportwiththecustomer,clarifythepurposeofthemeeting,setthefocusonthecustomer,andbridgetoneeds.Whereyouareinthesalescycledeterminestheemphasisoneach.Buteveninthequickestfollow-uptelephonecall,thebestsalespeoplefullyleveragetheiropenings.

Don誸skimponbuildingrapport.Takethetimeasyoupreparetoplanyourrapportwhilestayingalerttocuesforspontaneousrapport,suchasphotosorother,morepersonalsignals.Besensitivetocustomerswhoarenotopentorapportatthatmoment.

Afteryouhaveestablishedrapport,statethepurposeofyourcallfromyourcustomer誷perspective.Brieflybulletthekeyitemsofyouragendaandcheckwiththecustomerthattheagendameetshisorherexpectations.

Whileyourobjectiveisthemeasurableactionstepyouwanttoachieve,yourpurposeanswerstheall-importantquestion,襑hat誷initforthecustomer?

*Aimforyourobjective,butpositionyourpurposeasyouopentoengageandgaintheinterestofthecustomer.Considerthefollowingtwoopenings:

Opening1:

Youstateyourobjective:

褺ill,Johnsaidyoumightbeinterestedinthenewthingswearedoinginresearchwith...,soI誱heretotalkwithyouaboutour....*Thespotlightisonyouandyouaremovingtodiscussproduct.

Opening2:

Youstateyourpurpose:

褺ill,thanksfortakingthetimetomeetwithme...（rapport）.IknowhowbusyyouareandIappreciatethetime.Johnsaidyouaredoingsomeinterestingthingsin....I誺egiventhoughttothatandlookedatyournewWebsite,whichlooksgreat.I誨liketolearnmoreaboutwhatyouaredoingin...andthenexplorehowwemight...（brieflybulletyouragenda）.Howdoesthatsound?

*Thespotlightisonthecustomerandyouarepositionedtoidentifyneeds.

Opening1isheadedtowardagenericproductdiscussion,whileOpening2isleadingtoaninteractivedialoguetounderstandthecustomer誷objectiveandneedsbeforeyoucoveryourcapabilitiesorideas.

Duringthemeeting,getcreditforyourpreparation.Leveragethatyouarepreparedbypositioningthehomeworkyouhavedonetoincreaseyourcredibility（asinOpening2）.

Manysalespeopleareself-focusedastheyopen,whichactuallyhurtsnotonlyrapportbutalsotherelationship.Thecustomer-focusedsalespersonrealizestheimportanceofanopeningtha