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1、Intel Internal TrainingConsultant Sales Module顾问式销售 Copyright Intel Corporation 1999. Third-party brands and names are the property of their respective owners.2Intel ConfidentialAgenda序言最有价值的客户/个人成功之处客户对分销商的期望值是多少顾问式销售方法建立信任发掘需求巩固信心自我评估总结Copyright Intel Corporation 1999. Third-party brands and names
2、 are the property of their respective owners.3Intel Confidential序言课程目的 提供销售方面的新知识，提升大家有关的技巧，令大家更有效地提供优质服务给客户，成为客户的理想的商业伙伴和技术顾问Copyright Intel Corporation 1999. Third-party brands and names are the property of their respective owners.4Intel Confidential最有价值的客户/个人成功之处 请你回想一位你认为最重要和最有价值的客户。这位客户从第一次交易到现
3、在，与你保持着非常良好的业务关系。请你回答两个问题：1.你如何与这位客户保持良好的业务关系?你的成功因素是什么?2.这位客户愿意与你交易的主要原因是什么?Copyright Intel Corporation 1999. Third-party brands and names are the property of their respective owners.5Intel Confidential最有价值的客户/个人成功之处自觉不可以胜任自觉可以胜任不自觉可以胜任不自觉不可以胜任Copyright Intel Corporation 1999. Third-party brands an
4、d names are the property of their respective owners.6Intel Confidential客户对分销商的期望值是多少客人满意=1/3 技术知识+2/3客人信任要继续让客人满意是一个过程而不是一桩事件!Copyright Intel Corporation 1999. Third-party brands and names are the property of their respective owners.7Intel Confidential客户对分销商的期望值是多少具备促进客户关系的技巧保持沟通/联系了解客户的业务方向,全面探讨客户的
5、需要专著,留心的眼神具备专业项目和工作管理经验注重工作目标和成效能调节个人的社交风格,令客户感到被受重视体谅客户在选择供应商时的风险提供改善工序和提高生产力的建议Copyright Intel Corporation 1999. Third-party brands and names are the property of their respective owners.8Intel Confidential客户对分销商的期望值是多少思考思考客户对你们机构的期望值是什么?如何令你的机构成为客户首选的供应商?成为他们的技术顾问?Copyright Intel Corporation 1999.
6、 Third-party brands and names are the property of their respective owners.9Intel Confidential 要达至成功,你必须清楚自己的角色和配备应有的工作态度和技能!Copyright Intel Corporation 1999. Third-party brands and names are the property of their respective owners.10Intel Confidential顾问式销售方法后轮后轮产品和产品和 业务知识业务知识前轮前轮人际及社交风格人际及社交风格Copyr
7、ight Intel Corporation 1999. Third-party brands and names are the property of their respective owners.11Intel Confidential顾问式销售方法两种观点请你回想过两次购买贵重物品的经验请你回想过两次购买贵重物品的经验1.你作了不购买这物品的决定2.你决定购买这物品 请你把有关经验中销售人员表现,和他/她给你的印象填写在下页的表格内Copyright Intel Corporation 1999. Third-party brands and names are the proper
8、ty of their respective owners.12Intel Confidential顾问式销售方法你作了不购买这物品的决定你决定购买这物品销售人员的表现销售人员的表现销售人员如何影响你销售人员如何影响你决定购买这物品决定购买这物品Copyright Intel Corporation 1999. Third-party brands and names are the property of their respective owners.13Intel Confidential顾问式销售方法观点观点观点观点1 1 1 1观点观点观点观点2 2 2 2我决意令客人购买我我决意令
9、客人购买我的产品的产品我诚意为客人解决他我诚意为客人解决他们的问题们的问题业务顾问的表现业务顾问的表现业务顾问的表现业务顾问的表现Copyright Intel Corporation 1999. Third-party brands and names are the property of their respective owners.14Intel Confidential顾问式销售方法 保持解决问题的态度和向客户推荐合适的解决方案.这是双赢的解决方法.Copyright Intel Corporation 1999. Third-party brands and names are
10、the property of their respective owners.15Intel Confidential顾问式销售方法业务顾问的表现:表现有兴趣去了解客人的需要提问的问题要恰当因应客人感兴趣的解决方法,提供有关的参考资料针对客人的需要,将有关的专业术语,翻译成客人能明白的词语和表达方式挑选合适的解决方法,以满足客人现在和将来的需要向客人推荐解决方法的特色和效益配合提出的解决方法,向客户讲解有关的支援和售后服务及提供参考资料表现忠诚和诚实Copyright Intel Corporation 1999. Third-party brands and names are the p
11、roperty of their respective owners.16Intel Confidential 但就算有有效的解决方案和合适的解决问题的态度,客人可能未必愿意惠顾 因为. 人际的障碍人际的障碍! !Copyright Intel Corporation 1999. Third-party brands and names are the property of their respective owners.17Intel Confidential顾问式销售模型解决问题的态度建立信任建立信任缺乏信任缺乏信任未感满意未感满意巩固信心巩固信心没有帮助没有帮助有效推荐有效推荐发掘需求
12、发掘需求没有需要没有需要Copyright Intel Corporation 1999. Third-party brands and names are the property of their respective owners.18Intel Confidential顾问式销售成功要素双赢的心态 解决问题的心态建立互信挖掘客户需要Copyright Intel Corporation 1999. Third-party brands and names are the property of their respective owners.19Intel Confidential建立
13、信任客人的信任=良好信誉+设身处地Copyright Intel Corporation 1999. Third-party brands and names are the property of their respective owners.20Intel Confidential建立信任影响良好信誉的四大因素影响良好信誉的四大因素专业形象办事能力共通点面晤意图Copyright Intel Corporation 1999. Third-party brands and names are the property of their respective owners.21Intel
14、Confidential建立信任专业形象衣饰、仪容（得体）衣饰、仪容（得体）举止举止商务礼仪（称呼，问候，握手，守时，交换名片）商务礼仪（称呼，问候，握手，守时，交换名片）谈吐谈吐滥用或错用行业术语滥用或错用行业术语与客人关系伤未熟落时，直呼其名与客人关系伤未熟落时，直呼其名过分强调客人的性别过分强调客人的性别这是客人对你的一般期望这是客人对你的一般期望Copyright Intel Corporation 1999. Third-party brands and names are the property of their respective owners.22Intel Confide
15、ntial建立信任办事能力业务顾问的个人资料背景，接受过的培训和教育背景，接受过的培训和教育拥有的技能和应用拥有的技能和应用以往的业绩以往的业绩业务顾问对客人的了解程度从可靠消息认识客人的背景资料从可靠消息认识客人的背景资料对类似的客人和行业的认识对类似的客人和行业的认识从个人经验中推测从个人经验中推测Copyright Intel Corporation 1999. Third-party brands and names are the property of their respective owners.23Intel Confidential建立信任办事能力“我的背景是.”这是我们为
16、所做的“过分吹嘘个人的资历假装对事物的认识对客人不了解的情况,做过多猜测及由于对客人的情况不了解而过分依赖经验提供的猜测Copyright Intel Corporation 1999. Third-party brands and names are the property of their respective owners.24Intel Confidential建立信任共通点很容易找到共通点,但不能促进大家建立长远的业务关系这样需要大家认识彼此的价值观和信念要长时间栽培及要求大家自我开放或其中一方透露更多的资料长远共通点的建立,用开放式的句子或问题去挖掘彼此共有的历史,愿望和构想Co
17、pyright Intel Corporation 1999. Third-party brands and names are the property of their respective owners.25Intel Confidential建立信任共通点请问,你是否那位.?你有否听闻.?我有许多客人像你一样,都 很关心这个问题.过分表现神气十足及吹嘘个人资历依据对客人有限的认识,做过多推测Copyright Intel Corporation 1999. Third-party brands and names are the property of their respective
18、 owners.26Intel Confidential建立信任面晤意图 非常重要非常重要!需要让客户感到你是否有诚意为他解决问题需要让客户感到你是否有诚意为他解决问题采用程序式的言行举止或其他隐藏计划采用程序式的言行举止或其他隐藏计划对产品的弱点和客人的批评对产品的弱点和客人的批评, ,避而不谈避而不谈Copyright Intel Corporation 1999. Third-party brands and names are the property of their respective owners.27Intel Confidential练习-良好信誉 应有的表现应有的表现 不
19、应有的表现不应有的表现Copyright Intel Corporation 1999. Third-party brands and names are the property of their respective owners.28Intel ConfidentialBen Duffy Approach拜访客人前的准备 考虑客人关心的问题考虑客人关心的问题 将这些问题写成口语化的句子将这些问题写成口语化的句子 预备合适的答案预备合适的答案在会面过程中的表现 向客人提出事先准备的问题向客人提出事先准备的问题 核对这些问题是否等同客户关心的问题核对这些问题是否等同客户关心的问题 询问客户是
20、否有未提出的问题询问客户是否有未提出的问题 回答所有提出的问题回答所有提出的问题Copyright Intel Corporation 1999. Third-party brands and names are the property of their respective owners.29Intel Confidential设身处地技巧建立信誉只是建立互信的一部分建立信誉只是建立互信的一部分设身处地，即是从别人角度看事物的能力设身处地，即是从别人角度看事物的能力小组练习小组练习试用你的句子来表达对别人设身处地的关心试用你的句子来表达对别人设身处地的关心试用你的句子来表达对别人设身处地的
21、关心试用你的句子来表达对别人设身处地的关心Copyright Intel Corporation 1999. Third-party brands and names are the property of their respective owners.30Intel Confidential常用的句子其实，有不少人像你一样问我如果我处在你的情况你的句子。出发前，你要站在客户的角度上思考，客户会问你那些问题Copyright Intel Corporation 1999. Third-party brands and names are the property of their respe
22、ctive owners.31Intel Confidential挖掘需求需求差距模型需求差距模型现在现在/ /拥有拥有历史历史/ /背景背景拥有的问题拥有的问题影响，效果影响，效果现在的服务水准现在的服务水准购买角色购买角色购买条件购买条件将来的改变期望的得益理想的服务水准任务及个人购买动机这就这就是你是你！Copyright Intel Corporation 1999. Third-party brands and names are the property of their respective owners.32Intel Confidential挖掘需求常用提问方式123456C
23、opyright Intel Corporation 1999. Third-party brands and names are the property of their respective owners.33Intel Confidential挖掘需求常用提问方式1、征求同意2、查询事实3、了解想法4、两极问题5、幻想假设6、告诉我更多Copyright Intel Corporation 1999. Third-party brands and names are the property of their respective owners.34Intel Confidential
24、挖掘需求提问策略提问策略查询事实查询事实 了解想法了解想法重复确认重复确认Copyright Intel Corporation 1999. Third-party brands and names are the property of their respective owners.35Intel Confidential有效推荐F. (Feature) F. (Function) A. (Advantage) B. (Benefit)多看广告！Copyright Intel Corporation 1999. Third-party brands and names are the pr
25、operty of their respective owners.36Intel Confidential巩固信心支持购买决定减轻客人的疑虑减轻客人的疑虑进行跟进联系进行跟进联系搜集客人的意见搜集客人的意见提供增值服务提供增值服务履行销售协定处理不满情绪增进良好关系Copyright Intel Corporation 1999. Third-party brands and names are the property of their respective owners.37Intel Confidential课程评估自我实践计划自我评估计划自我改进计划Copyright Intel Corporation 1999. Third-party brands and names are the property of their respective owners.38Intel Confidential 感谢大家！
