人际交往式咨询式推销技能模式.docVIP

Interpersonal Consultative Selling Process Skills 人际交往式/咨询式推销程序技能 BY YANG KEBAO VOLVO CONSTRUCTION EQUIPMENT CHINA DEALERS CONFERENCE MAY 1-7， 2001 QINHUANGDAO， HEBEI， PRC  销售过程检查单 SELLING CHECK LIST Who makes the final purchase decision? 是谁做最后采购决定 What are his Criteria for making that decision? 他做这一决定的准则是什么？ Who influences the Purchase Decision? 谁对采购决定有影响？ What are their Criteria. 他们的准则是什么。 Is there a consultant involved? If so, who is he? Where is he? Etc. 是否有咨询公司介入？如果有，是谁？在何地？等 When will the customer buy? 用户何时购买？ Do they need the equipment? Can we create a need? 用户是否真正需要这种设备？我们能否创造一种需求？ What are Current/Future Production Requirements? 目前/未来生产需求？ Do they have the necessary money/financing? 用户是否有必要的资金/财政支持？ Who are the competitors? Model? 谁是我们的竞争厂家？何种型号的产品？ What is the optimum machine to quote? 向用户报价的最佳机器是什么？ What can we sell? 我们能向用户出售什么？ Interpersonal Consultative Selling Process Skills 人际交往式/咨询式推销程序技能 程序图概况 Process Map Overview 获得访谈 Getting he Interview 计划销售访谈 Planning the Call 销售访谈成功的四个步骤 Four Steps for the Successful Sales Interview 开始销售访谈 Starting the Interview 七种有效的人门法 Seven Approaches to the Prospect 确定需求 Identifying Needs 提问题 Asking Questions 积极倾听 Active Listening 复述和附加问题 Reflecting and Redirecting 激励顾客 Motivating the Buyer 第一目标：满足客户的需求 Objective 1: Meeting the Buyer’s Needs 第二目标：建立竞争优势 Objective 2: Establishing Competitive Advantage 第三目标：激发买方的购买欲 Objective 3: Stimulating Buyer Motivation 推销益处公式 Formula for Selling Benefits 消除反对因素 Overcoming Objections 处理价格异议 Handling Price Objections 制定策略 Developing Strategy 达成交易 Closing the Sales 人际交往式/咨询式推销程序技能 Interpersonal Consultative Selling Process Skills 目标 Objectives 通过该单元培训，你将能够 Through the course, you will be able to: 采用共同的计划格式拟定推销访谈 plan sales call using a common planning format 采用一套共同的方法取得会面访谈 obtain interviews using a shared set of techniques 在推销访谈中确定客户的需求 identify buyer needs during the sales interview 把产