rockwell-以客户为中心的销售12.ppt

CustomerCentric Selling? Skills Prospecting Business Development Alignment Personal Buyer behavior over time Buyer starting point Solution Development Key Player Qualification Opportunity Qualification Control Establishing Business Value Negotiation CCS Process Management CustomerCentric Selling?技巧 潜在主顾 业务发展 调整 个人 采购权力人物超时行为 采购权力人物起点 解决方案的开发 关键人物认定 机会认定和控制 建立商业价值 谈判 CCS 流程管理 CCS Core Concept #1 Reinforcing The Stereotype With Words Faux Pas Words and Phrases CCS 核心概念 #1 用措辞加强陈规 Salesperson Stereotype Until proven wrong*, buyers assume salespeople are: Aggressive Insincere Pushy Manipulative Obnoxious Over-familiar Prone to exaggerate/over sell Anxious to tell “everything you ever wanted to know” Poor listeners Likely to do what’s best for them, not the buyer Not to be trusted *Buyers decide in the first few minutes. Adversity Creates OpportunityDifferentiate yourself by the way you sell Break the salesperson stereotype by: Not forcing rapport Understanding the buyer’s business environment and issues Being honest about product shortcomings Walking away from unqualified opportunities Listening, taking notes and documenting discussions Presenting offerings only after buyer goals have been identified Understanding how buyers can use your offerings Understanding the potential value of your offerings Treating every buyer as being unique Documenting a road map for buying cycles Empowering people to buy instead of being “sold” Allowing buyers to make their own decisions by asking vs. telling 销售人员陈规 直到证明是错误的，采购权力人物会假定销售人员是: 咄咄逼人的 不真诚的 盛气凌人的 操纵的 令人不快的 过于熟识的 倾向于言过其实的 急于告诉“每件你曾经想知道的事情” 不擅于聆听 总爱做他们，而非采购权力人物最感兴趣的事情 不值得信任 采购权力人物的决定在起初的几分钟内形成 逆境创造机会你可以通过销售方法使自己与众不同 通过下列方法可以使销售人员打破“销售陈规”： 不强迫亲善关系 了解采购权力人物的业务环境和问题 不隐瞒产品的不足之处 避开未经认定的机会 讨论时注意倾听、记录并存档 只在采购权力人物的目标制订后才推介你的产品 了解采购权力人物如何计划使用他们的产品 了解产品的潜在价值 独特对待每一位采购权力人物 为每个采购周期制定行车图 鼓动人们购买而非“被兜售” 以询问对告知使采购权力人物做出自己的决定 Questions vs. Statements Getting Buyers to Solutions:The prospect dictates where you start 问题与陈述