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1、Sales core competency and Channel management 销售核心技能与渠道管理,Learning 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,Training & Coaching 培训与训练,Training： make
2、 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 潜意识与精神层面的融会贯通,Sales Core Competency 销售核心
3、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 business plan(制订生意计划） 8 Conceptual
4、 Selling（概念性销售）,Sales Core Competency 销售核心技能,Sales Core Competency Record and Report（记录与报告） Four Fundamentals （销售四项基本原则） Common 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 collection（收款） 5 merchandizing （助销） 6 reco
5、rd 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 Account Penetration,Persuasive Sellin
6、g 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 situation (背景介绍） 1) Good understand
7、 customer needs, wants （明确客户需求） A: Just meet B: Almost meet but not specific C: Must find customer needs and wants,Persuasive Selling Format 劝说性销售,2) Introduce one real benefit （介绍一真正利益） A: General B: Specific Fishing example,Persuasive Selling Format 劝说性销售,2 State your Idea（陈述主意） 3 Explain How your
8、 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 step, it can be done any
9、 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) 6 principles(书面沟通六大原则)
10、,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 Timing(时间分配) 3 Assist
11、ance(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） Customers Plan,objective,Behavior （客户计划，目标，行为方式） Customer Intimacy（客户关系） Unreasonable benefit （客户利益的真实性） KDM（关键决策人物）,How to reduce objection CRM(如何减少异议）,Customer relationship (
12、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（服务层次） Seco
13、ndly, 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 your market.,
14、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 0-1 600 Year 2-3 200 Year 4-5 200 Year 6-7 3,200 Year 8-9
15、3,200 Total value 16,400,How 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 &
16、features) （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） From the point of buyers view （客户角度定义） Consistent Probe （持续地刺探） Communication 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） Definition（明确概念） Hard to defend（难于捍卫） Turn into real objection（易变真性）,How to Handle Ob
