Sale Negotiation Textbook.pptVIP

PG: ?#? 销售谈判技巧 策略性销售培训之 培训目标 掌握谈判的实施原则 Review the driving principles of Negotiation 定义 谈判的基本要素是什么? 客户的理解和感觉 努力寻找平衡点 创造出其他价值砝码,避免在价格上纠缠 Create other sources of value (chips) to avoid focus on price. 砝码对您是有成本,对客户是有价值--二者不一定完全等值 Chips have a cost to you and a value to the customer—these are not necessarily the same. 首先从对你的成本低而对客户的价值高的砝码开始加起 Start with chips that have little cost to you but much value to the customer. 谈判运作原则The Driving Principle 专注与结果和关系 谈判运作原则 谈判操作原则 谈判高手在谈判过程中除应用谈判技巧和分析能力外,还能很好地控制自己的情绪,态度表情和甚至直觉来驾驭他们的技巧和分析能力 谈判操作原则:专注结果和关系 言明您的需求,也鼓励客户说出他的需求 谈判操作原则:专注结果和关系 致力于寻找解决方案 谈判操作原则:专注结果和关系 化分歧和对抗为互相了解 销售谈判技巧Sales Negotiation Skills D A P 发现/评估/劝说 销售谈判技巧 发现 Discover 评 述 说服 Persuade 对谈判徒劳的行为 对销售谈判徒劳无益的行为Unproductive Behaviours (cont.) 谈判状态模式Modes of Negotiation 谈判状态模式The Modes of Negotiation 谈判模式Modes of Negotiation 回避 Avoidance 在回避状态下的谈判者期望不估计冲突.由于既不需要获得结果又不需要建立关系所以他们很难进入谈判状态. Negotiators in the avoidance mode expect to lose in a conflict situations. Engaging in a negotiation is so difficult that neither the need to get results or to build a relationship will get them into a negotiation. 谈判模式 Modes of Negotiation 迁就 Accommodation 当遇到棘手的异议需要解决时,处于迁就状态的谈判者经常担心追求结果而损失感情,从而屈就他人的立场. When faced with a significant difference to resolve, Negotiators in the accommodation mode usually yield their position for fear that pushing for a result will damage the relationship. 谈判状态 Modes of Negotiation 相争 Competition 在这种状态下的谈判者势必争个输赢，赢得胜利事关他们地位和自己利益,他们将利用高压操纵和不调和或不合理的需求来达到自己的目的. Negotiators in this mode look for a winner and a loser. Winning is seen as important to their status and ego. They will use manipulative tactics, inflexible or unreasonable demands to get their way. 这种状态下的客户对销售关系不太在意,可能在合作取得结果时寻找成功Customer in this mode have little regard for the sales relationship and may seek a victory even when a better result could be obtained by cooperation. 谈判状态 Modes of Negotiation Compromise 妥协 在这种状态下的谈判者期望决出输赢，依靠双方各自赢