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1、Psyche Selling How to Get Into the Minds of Customers and Make The Sale销售攻心术 如何揣摩客户的心态，提高业绩,Imagine for a Moment that Anything is Negotiable, Except for Price想象一下如果什么条件都好商量，就是价格不能降,What would you do? 你会怎么做？,Elements of Psyche-Selling 销售攻心术的主要精髓,Understanding the Customers Mindset 了解客户的心态 Prospecting
2、 for the Right Customer寻觅正确的客户 Making Appointments with Customers有效地预约客户 Uncovering the Needs and “Pains” of Customers挖掘客户的需求与“痛处” Presenting Your Solution提出你的方案 Finding Out the Decision Making Structures, and the People Behind the Scenes了解客户的决策过程，以及幕后势力 Effective Follow Through and Closing有效地跟进及签单
3、Effective Negotiations and Objections Handling有效地协商及如何应付反对意见,Elements of Psyche-Selling 销售攻心术的主要精髓,Understanding the Customers Mindset 了解客户的心态,Understanding the Customers Mindset了解客户的心态,Salesman A 销售员 A: Very humble 很谦卑 Full compliance to his customers whims and fancies对客户千依百顺、唯命是从 Always diligent w
4、hen working for his customers为客户做事从不怠慢,Salesman B 销售员 B: Very confident 非常自信 Give guidance to the way of thinking of his customers引导客户思想方式 Only do meaningful things for his customers and refuse anything that does not bring benefits 只为客户做有意义的事情，而不干那些效益较低的活,There are two types of salespeople有两种销售员:,Wh
5、ich salesman will be more successful? 哪位业务员会更加成功？,Understanding the Customers Mindset了解客户的心态,The 2 Motivations that Everybody Has每个做任何事情的两种动机: Seek Pleasure希望拥有; Avoid Pain害怕失去 The Top 3 Things on Customers Minds企业客户，脑子里总想着的3件事: _ Money _钱 _ Money _钱 Dont Want to _ Money不要_钱,The Eternal Conflict Bet
6、ween the Salesperson and the Customer销售员与客户之间的永恒矛盾,The Salespersons objective is to销售员的目的是: Get as much money as possible赚越多钱越好 From the Customer从客户身上! The Customers objective is to客户的目的既是: Prevent anything and anybody to take away their money防止任何人或事物拿走自己的钱! Why people Customers buy things?客户为什么要买任何
7、东西？,How does Your Customer Perceive You? 你的客户对你抱持什么态度？,Manage Risk 降低购买风险,Shop Around 随意更换供应商,Partnering 与供应商形成伙伴关系,Leverage Size 以大订单作为杠杆,StrategicImportance of Sellers Products 卖方产品的战略重要性,Difficulty of Obtaining Substitutes 获得替代品的困难程度,Source:Huthwaite,Hi 高,Lo 低,Lo 低,Hi 高,Price vs. Cost价格 vs. 成本,Pr
8、ice vs. Value价格 vs. 价值,What do Your Customers Value?你的客户会珍惜什么价值呢？,A Value is NOT a Real Value UNLESS the Customer Wants It! 客户所不惜的就不是真正的价值,How can a Sales Person be of Value to Customers?,销售员要怎样才能给客户提供价值？,How can a Sales Person be of Value to Customers?,39% of a customers decision to buy from your c
9、ompany is based on the effectiveness of the sales representative39%的顾客是因为销售人员的表现而决定购买的 Help customers define their problems and help solve them帮助客户锁定问题所在并给予解决 Help customers make informed choices帮客户做明智的选择 Help customers resolve concerns about the purchase帮助客户放心购买 Help smoothen the purchasing process
10、帮助协调购买过程 Help smoothen the implementation process帮助协调购买后的执行过程,How to Educate Your Customers?如何引导客户,Can your customers distinguish good value from bad?你的客户能够辨别高与低价值产品、服务吗？ Do your customers understand the value you can provide them? 你的客户了解你能提供什么价值吗？ When you educate your customers, you shall see your
11、 profits soar (Jay Abraham) 当你引导客户，你将看见你的盈利大幅度升高 (Jay Abraham) How can you educate your customers?你该如何引导客户呢？,Real Reason to Believe能说服人的可信度,5 Strategies 5个策略 Simple logic 简单逻辑 If customers have unanswered questions about a product, theyre less likely to buy 如果顾客对某个产品有疑问，他们购买的几率就很低 If you educate you
12、r customers, you gain their trust and confidence immediately当你客观地对顾客进行产品、服务教育，你将赢得他们的信赖 Personal experience 个人经历 Sampling样品 Demo示范 Sensory触觉 Reputation 声望 Testimonial/ Referral 鉴证、推荐 Guarantee保证,Sales Psychology,Sales Psychology 销售心态,此销售情况是否与你的很像？ 联络潜在客户时抱着希望进行销售 跟进并“追踪”此前在客户 潜在客户躲避你，不回你的电话 没有销售成功，被
13、回绝 受挫和失望,这情况更有效（并感觉也很良好） 联络潜在客户时并不期望能进行销售 与客户展开以客户为重点的对话 建立联系，并明确会面的议程你决定“适合”或“不适合” 无论销售与否，你都知道了事实 你已经为未来的合作建立了联系,The Most Important Characteristic of a Sales Professional专业销售人员最为重要的特征,Sincerity and Integrity诚信,Elements of Psyche-Selling 销售攻心术的主要精髓,Understanding the Customers Mindset 了解客户的心态 Prospec
14、ting for the Right Customer寻觅正确的客户,Why Plan? 为什么要作计划？,“In preparing for battle, I have found plans are useless, but planning indispensable.” 在打仗前的准备阶段，我发现计划没什么作用，但又是不可缺少的。 Dwight D. Eisenhower埃森豪威尔 (18901969), U.S. general, Republican, politician, president.美国总统、政治家、共和党、将军,Planning Your Sales Strate
15、gy如何策划你的销售战略？,Sales Opportunity销售契机: Are There Real Needs是否有有效需求 Cost-Benefit Analysis: for You and For the Customer成本效益分析：对你及你的顾客进行成本效益分析 Your Relationship with Key Players你与主要客户的关系 Time Frame时间框架 Do they have the Resources Required (e.g. money)他们有没有所需资源（如：津费） Competitive Forces竞争压力 Other Customer
16、Concerns顾客关心的其他问题 How should you approach, propose and follow through? 你该如何介入、提案及跟进？,Prospecting for the Right Customer,The Sales Persons Most Important Resource销售员最重要的资源,Time时间,Prospecting for the Right Customer 寻觅正确的客户,You can choose to spend time on good prospects; Or waste in on lousy prospects 你可以将时间用在有质量的目标客户；也可以耗在烂客户身上,Ideal Customer Profile理想客户特征,Who are your current best customers?你目前的最佳客户有哪些？ Demographics客户背景 What market
