咨询式销售与沟通dqsb

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Presented by,Keith Ahsmuhs,AT&T AVP Global Sales Enablement,Retired,凯斯 艾斯莫斯,美国电信助理副总裁-全球销售总监,退休,Todays Agenda,今日事项,Consultative Selling A Process,咨询式销售 一套流程,Communication A Plan,沟 通 一份计划,2,Selling?,销售？,How many people here are Sales Professionals?,How many people here are Business Owners?,How many people here Work for someone else?,这里多少人是销售专家？,这里多少人是企业家？,这里又有多少人是为他人工作的？,We are all in Sales.,我们都在销售,To be employed, or to have a job, or to own a business required each of us to either sell our skills to an employer, or sell the benefits of your company to another person so they would go to work for you,被雇佣的，上班族，自己拥有企业的，我们每一个人都需要向雇主销售我们的技能，或者向他人销售公司的利益，这样人们才能为你工作,3,Consultative Selling?,咨询式销售,While the fundamentals of selling may remain constant, we, as sales people, may not!,虽然销售的基本原理是一成不变的，但是我们，销售的人不是一成不变的,We must all continue our pilgrimage “by learning, living, and looking:,我们都必须经历我们的人生旅程“继续学习，生活并展望：,Learning from the past without living there;,学习过去没有经历过的,Living in the present by seizing each vital moment of every single day; and,活在当下，抓住每一天每一个重要的时刻 ；,Looking to the future with hope, optimism and education.”,带着盼望展望未来，乐观并且不断学习”,-Zig Ziglar,-,吉格 金克拉,4,To Win At Sales Requires Effort.,努力才能在销售中取胜,What is selling?,什么是销售？,The transfer of an idea or thought from one person to another.,是一个人的想法或者观念传递给其他人,The outcome of selling is someone is now doing what you asked them, persuaded them, or encouraged them to do, and they are in agreement with you.,销售的结果是你现在做的，你告诉其他人，说服他们，让他们这样去做，并且人们也同意你所说的按你的意思去做。,Consultative Selling - A Process,咨询式销售一套流程,5,You _, were “Born To Win.”,你_, 是“天生大赢家”,But to win please remember that “The Will to Win Is Nothing Without the Will to Prepare.”,但是想赢请记住“没有准备，何谈输赢”,6,Consultative Selling A Process,咨询式销售一套流程,Key Words to Know:,需要知道的关键词,Attention,注意力,Interest,兴趣,Convince,确信,Desire,欲望,Close,成交,7,8,Sell By Design, Not By Chance,销售是精心设计的，不是偶然发生的,Four-Step Formula,四步准则,Need Analysis,需要分析,Need Awareness,需要意识,Need Solution,需要解决方案,Need Satisfaction,需要满足,9,The Successful Sales Formula,成功销售的准则,1.,Need Analysis,需要分析,Customer-driven (wants) and need-oriented (needs) selling begins with the sales 通过客户驱动(希望)和,需求导向,(需求),的营销进行,销售professional probing to understand the prospects wants and needs.探讨了解专业客户的期望和需求,10,The Successful Sales Formula,成功销售公式,1.,Need Analysis,需要分析,Customer-driven (wants) and need-oriented (needs) selling begins with the sales professional probing to understand the prospects wants and needs.通过客户驱动(希望)和,需求导向,(需要),的,销售开始探讨理解客户的期望和需求。,During Need Analysis, the sales professional will “X-ray” the prospect.,在需要分析过程中，专业的销售人员需要对前景进行X光式的扫描,11,People buy what they want,when they want it more,than they want the money it costs.,人们购买他们所需求的东西，当他们觉得他们需要的东西比钱更重要时，他们会舍得花钱。,12,The Successful Sales Formula,成功销售公式,1.,Need Analysis,需求分析,Customer-driven (wants) and need-oriented (needs) selling begins with the sales professional probing to understand the prospects wants and needs.通过客户驱动(希望)和,需求导向,(需要),的,销售开始探讨理解客户的期望和需求。,During Need Analysis, the sales professional will “X-ray” the prospect.,.,在需要分析过程中，专业的销售人员需要对前景进行X光式的扫描,Professional probing is done with questions.,专业的调查需要用问题来完成,13,1. Need Analysis,需求分析,1. The Proper Questions Enable You to Gain the Prospects Trust.,合适的问题会使你得到客户的信任,2. To Combine Emotion and Logic:,把情感和逻辑结合起来,Use “Thinking” and Feeling” Questions.,使用“思考”和“感觉”问题,Use the “Choice” Close.,使用“选择”成交,Use a “Talking Pad” so the Prospect Can “See” the Idea,使用“思考垫”，这样客户能“看到”这个主意,3. The Successful Sales Professional is a Word Merchant and a Picture Painter.,成功的专业销售人员是文字的商人和画家,14,1. Need Analysis,需要分析,4. Probe the Prospect with Three Kinds of Questions,使用三种问题调查客户,Open Door Questions,开放式问题,Closed Door Questions,封闭式问题,Yes or No Questions,是或不是问题,5. The Least-Developed Tool of the Professional Salesperson is the VOICE. To Develop this Important Tool:,专业人员最未开发的工具是他们的声音,Practice, Practice, and Practice.,练习，练习，再联系,Read and Record Your Presentation.,阅读，并录制你的演示,Warm Up Before Presenting.,演示之前热身,Exaggerate Opening Your Mouth,.夸张式张开你的嘴,Smile!,微笑！,15,16,One more,time,we are changing everything,再一次，我们改变着一切,cell phone video add,手机视频添加,18,The Successful Sales Formula,成功销售公式,2. Need Awareness,需要意识,To See, To Know,去看，去了解,To Comprehend,去理解,The “light” of Understanding must go on,理解之“光必须持续下去,19,2. Need Awareness,需要意识,1. Need Awareness Means:,需要意识是指：,The Sales Professional Understands the Prospects Wants and Needs.专业,的销售人员,了解客户的期望和需求,The Prospect Understands their Wants and Needs,客户了解他们的需求和需要,。,2. To Make the Light Go On for the Salesperson and the Prospect,持续地为销售人员和客户提供帮助。,Probe for Areas to Differentiate.,调查划分区域,Show the Imbalance to the Prospect.,对客户展示不平衡,20,2. Need Awareness,需求意识,3. To Discover Areas which Differentiate, Learn Everything Possible About:,发现差异区域，尽可能了解以下方面：,Your Product.,你的产品,You Industry.,你的行业,Your Pricing.,你的价格,Your Products Application/Use.你们的产品应用或使用。,Your Competition.,你的竞争,4. People Dont Care How Much You Know Until They Know How Much You CareAbout Them.人们不关心你知道多少,直到他们知道你有多,关心,他们。,5. Your Most Powerful Weapon at Proving Imbalance Is The “Tough” Question. Earn The Right To Ask.,证明不平衡的最有力的武器是你的“刁钻”的问题。去赢得问问题的权利,21,The Successful Sales Formula,成功销售公式,3. Need Solution,需要解决方案,A. Lead with need.,需求引导,B. Prospects dont buy products; they buy what the products do for them.,客户不买产品，他们买的是产品能为他们做什么,C. Remember: WII-FM = Whats In It For Me? (the prospect).,记住：WII-FM=产品里有什么对我有用？（预期）,22,Need Solution,Need Analysis,需求分析,Prospects “Ask”,客户,“问”,Free Phone,免费电话,Pay $41 /month,每月付41美金,No increase in expense for phone service,电话服务费没有增加,Need Awareness,需求意识,Who all do you call?,你都给谁打电话？,How do you use your phone?,如何使用你的电话？,Do you call:,你给他们打电话吗？,Friends,朋友,Family,家人,Work,工作单位,23,Need Solution,需要解决方案,How to Connect?,如何联系？,How to See Grandkids?,如何看孙子辈的孩子？,How to share photos?,如何分享照片？,How to see live pictures of children?,如何看孩子们的现场照片？,Need Solution,需要解决方案,Need Analysis,需要解决方案,Prospects “Ask”,前景“问”,Free Phone,免费电话,Pay $41 /month,41美金/每月,No increase in expense for phone service,电话费用没有,Need Awareness,需求意识,Who all do you call?,你都给谁打电话？,How do you use your phone?,如何使用你的电话？,Do you call:,你给他们打电话吗？,Friends,朋友,Family,家人,Work,工作单位,24,Need Solution,需要解决方案,How to Connect?,如何联系？,How to See Grandkids?,如何看孙子辈的孩子？,How to share photos?,如何分享照片？,How to see live pictures of children?,如何看孩子们的现场照片？,The Sale:,销售,Free Phone,免费电话,$41 /month,每月41美金,The Sale:,销售,Free Phone,免费电话,$41 /month,每月41美金,The Sale:,$498 Phone,$82/month,“Theirs.”,他们的,“Ours.”,我们的,25,Handling Objections,目标处理,Listen to the Objection.,倾听目标,Say it Back to the Prospect,。展望前景,Explore the Reasoning.,探索原因,Answer the Objection.,回答目标,Address their concern,谈论他们的关心,See it from their point of view,从他们的观点看问题,Relieve their fears,释放他们的恐惧,Check Back with the Prospect,核对前景,Redirect the Conversation,重新指导谈话,26,The Successful Sales Formula,成功销售模式,4. Need Satisfaction,需要满足感,27,Become a quick-change artist,成为一个快速变化的艺术家,“You think you understand the situation, but what you dont understand is that the situation just changed.”,“你认为你了解当前的形势，可是形势已经变了。”,-An Investments advertisement,一投资广告,28,The Successful Sales Formula,成功销售公式,4. Need Satisfaction,需要满足,A. A.A.F.T.S. = Always Ask For The Sale,经常问销售,B. Belief in your product or service DEMANDS that you ask for the order相信你的产品或服务.,需要你要求订单,C. When the selling professional satisfies needs and wants, repeat business and new clients are guaranteed!,当专业的销售人员满足了客户的需求及愿望，重复的生意及新的客户就得到了保障。,29,4. Need Satisfaction,1. A.A.F.T.S. = ALWAYS ASK FOR THE SALE,总要问销售问题,2. The Choice Close or Assumptive Close选择,封闭式,或想当然,封闭式问题,“Can you see where my product or service would_?” (The primary benefit that would cause the prospect to buy goes on the line.),“您能看到我的产品和服务会-？”（能引起客户购买的主要利益点是在网上）,“Are you interested in _?”,“您对-感兴趣吗？,“When do you think would be the best time to start?”,“你认为什么时候是开始的最佳时间？”,30,4. Need Satisfaction,需求满足,3. The Probability Close helps the prospect understand how close he is to making the purchase:,概率的接近帮助客户了解他们离购买还有多近,“On a scale of 1 to 10, with 10 meaning you are ready to place your order, where would you stand right now?”,“分值为1-10,10分意味着你就要下订单了，你现在准备站在哪里？”,“What would it take to move you to a 10?”,“什么会带你去站到10分那里？,4. The Summary Close may seem basic, but dont be fooled by simplicity:,总结看起来是基础，但是别被简单所愚弄了,Summarize all the needs the prospect has given you for buying and ASK FOR THE ORDER!,总结所有客户给你的购买需求并要求下订单,Relight the fire and desire through summarizing!,通过总结重新点燃烈火和欲望,31,The Finish Line.,终点,32,Sell By Design, Not By Chance,根据设计而不是依据机会销售,Four-Step Formula,四步公式,Need Analysis,需要分析,Need Awareness需要意识,Need Solution,需要解决方案,Need Satisfaction,需要满足,33,CommunicationA Plan,沟通-一个计划,Question: What Shape Is Your Personality?,问题：你的个性是什么形状的？,34,A Susan Dellinger Seminar,CommunicationA Plan,沟通-一个计划,35,CommunicationA Plan,沟通-一个计划,36,CommunicationA Plan,沟通-一个计划,37,CommunicationA Plan,沟通-一个计划,38,CommunicationA Plan,沟通-一个计划,39,CommunicationA Plan,沟通-一个计划,Question: What Shape Is Your Personality?,问题：你的人格是什么形状的？,40,A Susan Dellinger Seminar,Communication A Plan,沟通-一个计划,Stay Focused集中注意力,Listen Carefully,仔细听,Try To See Their Point of View,去看看他们的观点,Respond to Criticism with Empathy,用同感心回应批评,Talk Straight,直言,Follow Through,跟进,41,In Summary,总结,COMMUNICATION,沟通,Stay Focused,集中注意力,Listen Carefully,仔细听,Try To See Their Point of View,看看他们的观点,Respond to Criticism with Empathy,用同感心回应批评,Talk Straight,直言,Follow Through,跟进,42,CONSULTATIVE SELLING,FOUR-STEP FORMULA,咨询式销售的四步公式,Need Analysis,需要分析,Need Awareness,需要认知,Need Solution,需要解决方案,Need Satisfaction,需要满足,Manage your own morale.,管理你自己的士气,Be a fixer, not a finger-pointer,做一个调停者，不做指责者,43,Behave like youre in business for yourself.,表现,的就象自己做生意一样,“Were all in this alone.”,“我们都独自在这里”,-Lily Tomlin,丽丽汤姆林,44,Questions?,问题？,45,9,、静夜四无邻，荒居旧业贫。,9月-24,9月-24,Monday, September 30, 2024,10,、雨中黄叶树，灯下白头人。,18:14:43,18:14:43,18:14,9/30/2024 6:14:43 PM,11,、以我独沈久，愧君相见频。,9月-24,18:14:43,18:14,Sep-24,30-Sep-24,12,、故人江海别，几度隔山川。,18:14:43,18:14:43,18:14,Monday, September 30, 2024,13,、乍见翻疑梦，相悲各问年。,9月-24,9月-24,18:14:43,18:14:43,September 30, 2024,14,、他乡生白发，旧国见青山。,30 九月 2024,6:14:43 下午,18:14:43,9月-24,15,、比不了得就不比，得不到的就不要。,。,九月 24,6:14 下午,9月-24,18:14,September 30, 2024,16,、行动出成果，工作出财富。,2024/9/30 18:14:43,18:14:43,30 September 2024,17,、做前，能够环视四周；做时，你只能或者最好沿着以脚为起点的射线向前。,6:14:43 下午,6:14 下午,18:14:43,9月-24,9,、没有失败，只有暂时停止成功！。,9月-24,9月-24,Monday, September 30, 2024,10,、很多事情努力了未必有结果，但是不努力却什么改变也没有。,18:14:43,18:14:43,18:14,9/30/2024 6:14:43 PM,11,、成功就是日复一日那一点点小小努力的积累。,9月-24,18:14:43,18:14,Sep-24,30-Sep-24,12,、世间成事，不求其绝对圆满，留一份不足，可得无限完美。,18:14:43,18:14:43,18:14,Monday, September 30, 2024,13,、不知香积寺，数里入云峰。,9月-24,9月-24,18:14:43,18:14:43,September 30, 2024,14,、意志坚强的人能把世界放在手中像泥块一样任意揉捏。,30 九月 2024,6:14:43 下午,18:14:43,9月-24,15,、楚塞三湘接，荆门九派通。,。,九月 24,6:14 下午,9月-24,18:14,September 30, 2024,16,、少年十五二十时，步行夺得胡马骑。,2024/9/30 18:14:43,18:14:43,30 September 2024,17,、空山新雨后，天气晚来秋。,6:14:43 下午,6:14 下午,18:14:43,9月-24,9,、杨柳散和风，青山澹吾虑。,9月-24,9月-24,Monday, September 30, 2024,10,、阅读一切好书如同和过去最杰出的人谈话。,18:14:43,18:14:43,18:14,9/30/2024 6:14:43 PM,11,、越是没有本领的就越加自命不凡。,9月-24,18:14:43,18:14,Sep-24,30-Sep-24,12,、越是无能的人，越喜欢挑剔别人的错儿。,18:14:43,18:14:43,18:14,Monday, September 30, 2024,13,、知人者智，自知者明。胜人者有力，自胜者强。,9月-24,9月-24,18:14:43,18:14:43,September 30, 2024,14,、意志坚强的人能把世界放在手中像泥块一样任意揉捏。,30 九月 2024,6:14:43 下午,18:14:43,9月-24,15,、最具挑战性的挑战莫过于提升自我。,九月 24,6:14 下午,9月-24,18:14,September 30, 2024,16,、业余生活要有意义，不要越轨。,2024/9/30 18:14:43,18:14:43,30 September 2024,17,、一个人即使已登上顶峰，也仍要自强不息。,6:14:43 下午,6:14 下午,18:14:43,9月-24,MOMODA POWERPOINT,Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce id urna blandit, eleifend nulla ac, fringilla purus. Nulla iaculis tempor felis ut cursus.,感谢您的下载观看,专家告诉,