许辉明 Skip the hard selling.pptVIP

* * * * * * * * * * * * * * * * * * * * * * * * * * * * Skip the “HARD SELLING”跳过“强买强卖” By KOH HUI MENG 许辉明 2008 Skip the “HARD SELLING” Instead, sell value, to WIN customers! 改为，出售价值，从而赢得客户！ “YOUR price is too high. We are happy with Company X’s products. 你的价格太高，我们还是喜欢X公司的产品。 Why should we switch to yours? 为什么我们要还用你的产品呢？ The fact is, a potential client will only consider a change when there is a good reason to use your product or service. 事实是，只有当有上等的理由去用你的产品或者服务的时候，潜在客户才可能考虑做出改变（换用我们的产品）。 People buy to satisfy a variety of needs, for example: - to save time, avoid effort, gain comfort, improve health, escape pain, be popular, gain praise, increase enjoyment, gratify curiosity and emulate others. 人们的购买满足多种的需要，例如：节约时间，省力，舒服，增进健康，避免疼痛，受欢迎，获得赞扬，增加快乐，满足好奇心，等等。 Value Creation价值创造 Value creation selling is meeting the specific needs and wants of the customer. That means, you sell only what the customer is interested in, which is referred to as “hot button selling”. 价值创造销售就是迎合客户特殊的需要。就是说，你只卖给他们感兴趣的。 A customer may not be paying attention to your sales pitch, so don’t focus on just making a presentation. 客户可能不会注意你的推销方式，所以不要仅仅着重产品和服务的介绍。 If customer is not interested, drop it, and don’t mention it again. 如果客户不感兴趣，跳过，不要再提了。 Formula and Analyse Each Component Value Creation = Value products or service + Value service excellence + Value relationship + Value image. Value Product or Service有价值的产品和服务 When you want to sell a value product or service, this involves discussing specifications, introducing a product matrix, creating a comparison chart of your product and its competitors, listing outstanding features, static and investments in research and development. 当你想卖出有价值的产品和服务时，这就包括讨论规范，介绍产品模型，做一个表格以对比你的产品和竞争对手产品，列出显著特点，研究和发展所需要的固定资产和流动资金。 Value Creation Discover what issues concern the customer. Be well-versed about the product, because when a customer is interested in it, he wants to know more. 发现到底是什么东西与客户有关。需要精通产品，因为客户感兴趣的话，他想知道更