销售的技巧（英文版）ppt.pptVIP

Initiating Customer Relationships Prospecting Issues Which method works best? Cold-call reluctance Using technology to complete the basic tasks of prospecting Tele-prospecting Initiating Customer Relationships Pre-call Planning Preapproach; customer related research Gathering information about the prospect that will be used to formulate the sales presentation Sales Presentation Planning; increased importance in recent years Salesperson must begin with an objective(s) Sales-Presentation Planning Sales Presentation FormatCanned Sales Presentation Pros Logical Complete Minimizes sales resistance by anticipating prospect’s objections Can be used by an inexperienced salesperson Cons Unable to tailor message to the prospect Does not handle interruptions well Hard to use with broad product line May alienate buyers Organizes the key points into a planned sequence that allows for adaptive behavior Feedback from buyer is encouraged Con Requires a salesperson with more product knowledge and selling experience Sales-Presentation Planning Sales Presentation FormatOrganized Sales Presentation Used in competitive bidding situations and when dollar value of sale is large Pros Written word is usually accepted as being more credible Technical information, pricing data, and perhaps a timetable are available for review Sales-Presentation Planning Sales Presentation FormatSales Proposal Sales Mix Model(Figure 6.5) Presentation Pace Presentation Scope Depth of Inquiry Use of Visual Aids Two-Way Communication Prospect Approaching the Customer Getting the appointment Starting the sales call Establish harmonious atmosphere Observe rules of common courtesy Ascertain customer needs Ask questions and listen Focus on benefits to the customer Developing Customer RelationshipsSales Presentation Delivery  Building Credibility Personal Behavior Sales Techniques Conservative Claims Third-party Evidence Testimonials Guarantees and Warranties Achieving Clarity Addressing Customer Concerns