销售攻心术–如何揣摩客户的心态提高业绩(powerpoint 79页)

PsycheSellingHowtoGetIntotheMindsofCustomersandMakeTheSale销售攻心术销售攻心术如何揣摩客户如何揣摩客户的心态，提高业绩的心态，提高业绩ImagineforaMomentthatAnythingisNegotiable,Except for Price想象一下如果什么条件都好商想象一下如果什么条件都好商量，量，就是价格不能降就是价格不能降What would you do?你会怎么做？你会怎么做？ElementsofPsyche-Selling销售攻心术的主要精髓销售攻心术的主要精髓Understanding the Customers Mindset 了解客户的心态Prospecting 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Effective Negotiations and Objections Handling有效地协商及如何应付反对意见ElementsofPsyche-Selling销售攻心术的主要精髓销售攻心术的主要精髓Understanding the Customers Mindset 了解客户的心态UnderstandingtheCustomersMindset了解客户的心态了解客户的心态Salesman A 销售员 A:1.Very humble 很谦卑2.Full compliance to his customers whims and fancies对客户千依百顺、唯命是从3.Always diligent when working for his customers为客户做事从不怠慢Salesman B 销售员 B:1.Very confident 非常自信2.Give guidance to the way of thinking of his customers引导客户思想方式3.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:Whichsalesmanwillbemoresuccessful?哪位业务员会更加成功？哪位业务员会更加成功？UnderstandingtheCustomersMindset了解客户的心态了解客户的心态The2MotivationsthatEverybodyHas每个做任何事情的两种动机:SeekPleasure希望拥有;AvoidPain害怕失去TheTop3ThingsonCustomersMinds企业客户，脑子里总想着的3件事:_Money _钱_Money _钱DontWantto_Money不要_钱TheEternalConflictBetweentheSalespersonandtheCustomer 销售员与客销售员与客户之间的永恒矛盾户之间的永恒矛盾TheSalespersonsobjectiveisto销售员的目的是:Getasmuchmoneyaspossible赚越多钱越好From the Customer从客户身上!TheCustomersobjectiveisto客户的目的既是:Preventanythingandanybodytotakeawaytheirmoney防止任何人或事物拿走自己的钱!WhypeopleCustomersbuythings?客户为什么要买任何东西？HowdoesYourCustomerPerceiveYou?你的客户对你抱持什么态度？你的客户对你抱持什么态度？ManageRisk降低购买风险降低购买风险ShopAround随意更换供应商随意更换供应商Partnering与与供供应应商商形形成成伙伙伴伴关关系系LeverageSize以大订单作为杠杆以大订单作为杠杆StrategicImportanceofSellersProducts卖方产卖方产品的战略重要性品的战略重要性DifficultyofObtainingSubstitutes获获得替代品的困难程度得替代品的困难程度Source:HuthwaiteHi高高Lo低低Lo低低Hi高高Price vs.Cost价格价格 vs.成本成本Price vs.Value价格价格 vs.价值价值WhatdoYourCustomersValue?你的客户会珍惜什你的客户会珍惜什么价值呢？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客户所不惜的就不是真正真正的价值的价值HowcanaSalesPersonbeofValuetoCustomers?销售员要怎样才能给客户提供价值？HowcanaSalesPersonbeofValuetoCustomers?39%ofacustomersdecisiontobuyfromyourcompanyisbasedontheeffectivenessofthesalesrepresentative39%的顾客是因为销售人员的表现而决定购买的Helpcustomersdefinetheirproblemsandhelpsolvethem帮助客户锁定问题所在并给予解决Helpcustomersmakeinformedchoices帮客户做明智的选择Helpcustomersresolveconcernsaboutthepurchase帮助客户放心购买Helpsmoothenthepurchasingprocess帮助协调购买过程Helpsmoothentheimplementationprocess帮助协调购买后的执行过程HowtoEducateYourCustomers?如何引导客户如何引导客户Canyourcustomersdistinguishgoodvaluefrombad?你的客户能够辨别高与低价值产品、服务吗？Doyourcustomersunderstandthevalueyoucanprovidethem?你的客户了解你能提供什么价值吗？Whenyoueducateyourcustomers,youshallseeyourprofitssoar(JayAbraham)当你引导客户，你将看见你的盈利大幅度升高(JayAbraham)Howcanyoueducateyourcustomers?你该如何引导客户呢？SalesPsychologySalesPsychology销售心态销售心态此销售情况是否与你的此销售情况是否与你的很像？很像？1.联络潜在客户时抱着希望进行销售2.跟进并“追踪”此前在客户3.潜在客户躲避你，不回你的电话4.没有销售成功，被回绝5.受挫和失望这情况更有效（并感觉也这情况更有效（并感觉也很良好）很良好）1.联络潜在客户时并不期望能进行销售2.与客户展开以客户为重点的对话3.建立联系，并明确会面的议程你决定“适合”或“不适合”4.无论销售与否，你都知道了事实5.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专业销售人员最为重要的特征要的特征Sincerity and Integrity 诚信诚信ElementsofPsyche-Selling销售攻心术的主要精髓销售攻心术的主要精髓Understanding the Customers Mindset 了解客户的心态Prospecting for the Right Customer 寻觅正确的客户WhyPlan?为什么要作计划？为什么要作计划？“Inpreparingforbattle,Ihavefoundplansareuseless,butplanningindispensable.”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。DwightD.Eisenhower埃森豪威尔埃森豪威尔(18901969),U.S.general,Republican,politician,president.美国总统、政治家、共和党、将军PlanningYourSalesStrategy如何策划你的销售战略？如何策划你的销售战略？SalesOpportunity销售契机:AreThereRealNeeds是否有有效需求Cost-BenefitAnalysis:forYouandFortheCustomer成本效益分析：对你及你的顾客进行成本效益分析YourRelationshipwithKeyPlayers你与主要客户的关系TimeFrame时间框架DotheyhavetheResourcesRequired(e.g.money)他们有没有所需资源（如：津费）CompetitiveForces竞争压力OtherCustomerConcerns顾客关心的其他问题Howshouldyouapproach,proposeandfollowthrough?你该如何介入、提案及跟进？ProspectingfortheRightCustomerThe Sales Persons Most Important Resource 销售销售员最重要的资源员最重要的资源Time时间时间ProspectingfortheRightCustomer寻觅正确的客户寻觅正确的客户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量的目标客户；也可以耗在烂客户身上IdealCustomerProfile理想客户理想客户特征特征Whoareyourcurrentbestcustomers?你目前的最佳客户有哪些？Demographics客户背景Whatmarketsdotheyserve?他们主要针对什么市场？Whatistheircorporateculture?他们有怎样的企业文化Psychographics客户心态Whydotheywanttobuyfromyou?他们为何选择你？Whataresomeofthecriticalbuyingfactorsforthem?他们购买时的关键购买因素是什么？Whowillbeyourfuturebestcustomers?你将来的最佳客户是谁呢？Arethereanydifferentfromcurrentbestcustomers?他们跟目前的最佳客户有区别吗？Whatarethewaysthatyoucanfindthem?你该如何找到他们？Whoinfluencesthethoughtsandactionsofyourtargetprospects?谁能够影响你的目谁能够影响你的目标客户的思想与决策？标客户的思想与决策？TheirCustomers他们的客户Othersinthesameindustry其他同行OtherSuppliers其他的供应商Tradejournals/p