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1、Sales core competency and Channel management 销售核心技能与渠道管理天马行空官方博客：http:/ ；QQ:1318241189；QQ群：175569632Learning Organization 学习型组织If you sow an idea, you reap an action If you sow an action, you reap a habit If you sow a habit, you reap a character If you sow a character, you reap destiny思想-行动-习惯-性格-命运
2、Training & Coaching 培训与训练Training： make sure some people can do something。 Coaching：make sure somebody be good at something。 Amateurs & Professionals How to be a successful sales 成功销售人员的三个境界8 Sales Core Competency 八大核心基本销售技能 8 What Count Factors 八大核心成功要素 Subconscious and Psychological integration 潜意
3、识与精神层面的融会贯通Sales Core Competency 销售核心技能Sales Core Competency: 1 Basic Visiting Procedures（基本拜访步 骤） 2 Persuasive Selling Format（劝说性销售 ） 3 Communication Skill（沟通技巧） 4 Account Penetration（客户渗透)Sales Core Competency 销售核心技能5 Handle Objection（处理放对意见） 6 Time Management（时间管理） 7 Negotiation Skill（谈判技巧）Making
4、 business plan(制订生意 计划） 8 Conceptual Selling（概念性销售）Sales Core Competency 销售核心技能 Sales Core CompetencylRecord and Report（记录与报告 ）lFour Fundamentals （销售四项基本原则）lCommon Sense （销售常识）I. Basic Visiting Procedures (基本拜访步骤） 1 preview plan（预习） 2 checking distribution（检查分销） 3 persuasive selling （劝说销售） 4 collect
5、ion（收款） 5 merchandizing （助销） 6 record and reports(记录与报告） 7 review and planing(回顾与计划）II:Persuasive Selling Format 劝说性销售Sole selling general rules（销售铁律 ）customer only buy what they need and want 消费者只买他们需要的东西 A: Selling principle I（销售原则一） Whats customer real need and want by Communication skill and Acc
6、ount PenetrationPersuasive Selling Format 劝说性销售B: Selling principle II（销售原则二） Prove your proposal can satisfy customer needs and wants ( key part of selling) by Persuasive Selling Format, Conceptual Selling, Handling objection and Negotiation Skill Persuasive Selling Format 劝说性销售1 Summarize the situ
7、ation (背景介绍 ）1) Good understand customer needs, wants （明确客户需求） A: Just meet B: Almost meet but not specific C: Must find customer needs and wantsPersuasive Selling Format 劝说性销售2) Introduce one real benefit （介绍一真正利益） A: General B: SpecificFishing examplePersuasive Selling Format 劝说性销售2 State your Ide
8、a（陈述主意）3 Explain How your idea works （解释主意） 1) Numbers 数字化 2) Logic 逻辑化Persuasive Selling Format 劝说性销售4 Stress the key benefit:（强调关键利 益） 1)Help customer make decision （帮助客户决策） 2)Test your idea （重新测试你的主意）Persuasive Selling Format 劝说性销售5 Suggest an easy next step（建议容 易进行的下一步） 1) Different with other s
9、tep, it can be done any time（独立性） 2) Confidence to encourage customer make a wise decision（自 信心） 3) Ending types（结尾方式）III.Communication 沟通能力 Key is Openness （开放是关键） No Value statement（消除价值判断） Oral communication（口头沟通） 7 communication skill and body language (七大口头沟通及身体语言沟通) Writing communication(书面沟通)
10、 6 principles(书面沟通六大原则)IV.How to make business plan (如何制定生意计划) OGSM: 1 Objective: What in literal(目的) 2 Goals: What in quantity(数量目标) 3 Strategy: How to achieve OG in literal (文字策略) 4 Measures: How to achieve G in numbers(数据衡量)IV.How to make business plan(如何指定生意计划) STAR principle(星则) 1 Steps(步骤) 2 T
11、iming(时间分配) 3 Assistance(相关资源) 4 Responsibility(明确职责) V:How to Handle Objection处理放对意见 What is Objection（定义） How to reduce objection （如何减少反对意见）lCustomers Plan,objective,Behavior （客户计划，目标，行为方式）lCustomer Intimacy（客户关系）lUnreasonable benefit （客户利益的真实性）lKDM（关键决策人物）How to reduce objection CRM(如何减少异议）Custom
12、er relationship (客户关系种类）-contraction relationship （交易型关系） -consistent forecasting （持续型购买预测）How to reduce objection CRM(如何减少异议）Service level（服务层次）Firstly, No dynamic relationship, but provide efficient service in polite way（第一层次：无动态关系，但能以礼貌 的方式提供有效率的服务）How to reduce objection CRM(如何减少异议）Service level
13、（服务层次）Secondly, Provide selected info to selected customer, optimize every contact opportunity (第二层次: 特定的信息给特定的客户 ，充分利用与客户的每一次接触）How to reach the second service level （如何达到深层次服务水平 ）1 Use targeted and focused marketing remember the “80/20 rule” (细分客户市场，瞄准重点客户） Expect 80% of your sales from 20% of you
14、r market.How to reach the second service level（如何达到深层次服务）2, Develop a unique selling proposition (Macdonald, FedEx, Marlboros) （建立独特的销售主张）How to reach the second service level（如何达到深层次服务）3，Calculate the lifetime value of a customer（计算客户终身价值） Year 0-1600 Year 2-3200 Year 4-5200 Year 6-73,200 Year 8-93
15、,200 Total value16,400How to reach the second service level（如何达到深层次服务）4, Always test pricing, guarantee and discounts（测试，测试，测试）5, Always database your customers and prospects（永远数据化跟踪客户 信息）How to reach the second service level（如何达到深层次服务）6, Market emotionally as well as cognitively(benefits & features
16、) （情感诉求和理性诉求）How to reach the second service level（如何达到深层次服务）7, Organize Your business and integrate total functions to to ensure total success （客户服务乃公司所有部门人员之天职 ） How to Handle Objection 处理放对意见Real objection（真正的反对意见）lFrom the point of buyers view （客户角度定义）lConsistent Probe （持续地刺探）lCommunication skill, Open talk, mastery （沟通技巧，开放环境，内行）How to Handle Objection 处理放对意见False objection（虚假的反对意见）lDefi
