如何引开你竞争对手的大客户并使他们转而跟你购买？.pdf

How to Lure Your Competitors Key Accounts and Make Them Buy from You Instead? 如何引开你竞争对手的大客户并使 他们转而跟你购买？ Some Common Responses when We Approach Prospective Customers 潜在客户的一般反应 • “Yes we are interested, but can it be cheaper? ” 我们很感兴趣，但是价格是不是可以再便宜一点？ • “I already got a better price from your competitor” “我已经从你的竞争对手那里得到一个很好的价格” • What you are offering is good, but Im quite happy with what I have now , etc. “你所提供的产品及服务都很好，但是我很满意我现 在的供应商 What are Unique Selling Propositions? 什么是“独特卖点”? • “When it absolutely, positively has to be there overnight!” (Federal Express) “保证在隔天送到!” （联邦快递） • “Pizza delivered in 30 minutes or it‘s free.” (Dominos Pizza) “披萨会在30分钟内送到，否则免费!” （达美乐披萨） • The milk chocolate melts in your mouth, not in your hand (MMs) 牛奶巧克力不在你手中，而在在你的口中融化 （MMs） It Is NOT Enough Just to Have a Unique Selling Proposition 光靠独特卖点 是不够的 What Do Customers Expect from Sales People? 客户对销售员有什么期望？ • Be personally accountable for customers’ results为 客户的绩效承担个人责任 • Understand customers’ business 了解客户的商务模式 • Proactively provide advice for customers 主动为客户提出建议 • Suggest the right solutions that solve customers’ problems 提出能解决客户困惑的有效方案 • Be easily accessible 客户能随时联系上你 • Be creative in responding to customers’ needs 能为客户的需求提出有创意的解决方法 Winning Ways of Winning Sales People 成功销售人员的制胜法则 • They ask questions regarding their customers problems, implications and what will happen if those problems are solved 他们针对顾客所面临的问题、问题产生的影响以及 “如果那些问题能够被解决会发生什么？”来进行提问 • They are personally accountable for customers results and understand customers businesses 他们会为客户所想达到的结果负责到底，并深入了解 客户的商务情况 • They reach to ALL people who can influence over the outcome of the sale 他们会接触、联系所有会影响销售结果的人士 Winning Ways of Winning