咨询式销售与沟通概述.ppt

Presented byKeith AhsmuhsAT&T AVP – Global Sales EnablementRetired凯斯 艾斯莫斯美国电信助理副总裁-全球销售总监退休Today’s Agenda今日事项Consultative Selling – A Process咨询式销售咨询式销售 —— 一套流程一套流程Communication – A Plan沟沟 通通 —— 一份计划一份计划2Selling?销售？How many people here are Sales Professionals?How many people here are Business Owners?How many people here Work for someone else?这里多少人是销售专家？这里多少人是企业家？这里又有多少人是为他人工作的？We are all in Sales.我们都在销售To be employed, or to have a job, or to own a business required each of us to either sell our skills to an employer, or sell the benefits of your company to another person so they would go to work for you…被雇佣的，上班族，自己拥有企业的，我们每一个人都需要向雇主销售我们的技能，或者向他人销售公司的利益，这样人们才能为你工作…3Consultative Selling?咨询式销售While the fundamentals of selling may remain constant, we, as sales people, may not!虽然销售的基本原理是一成不变的，但是我们，销售的人不是一成不变的We must all continue our pilgrimage “by learning, living, and looking:我们都必须经历我们的人生旅程“继续学习，生活并展望：Learning from the past without living there;学习过去没有经历过的Living in the present by seizing each vital moment of every single day; and 活在当下，抓住每一天每一个重要的时刻 ；Looking to the future with hope, optimism and education.”带着盼望展望未来，乐观并且不断学习”-Zig Ziglar -吉格 金克拉4To Win At Sales Requires Effort.努力才能在销售中取胜What is selling?什么是销售？The transfer of an idea or thought from one person to another.是一个人的想法或者观念传递给其他人The outcome of selling is someone is now doing what you asked them, persuaded them, or encouraged them to do, and they are in agreement with you.销售的结果是你现在做的，你告诉其他人，说服他们，让他们这样去做，并且人们也同意你所说的按你的意思去做。

Consultative Selling -- A Process咨询式销售——一套流程5You __________, were “Born To Win.” 你__________, 是“天生大赢家”But to win please remember that “The Will to Win Is Nothing Without the Will to Prepare.”但是想赢请记住“没有准备，何谈输赢”6Consultative Selling – A Process咨询式销售——一套流程Key Words to Know:需要知道的关键词需要知道的关键词1.Attention 注意力注意力2.Interest 兴趣兴趣3.Convince 确信确信4.Desire 欲望欲望5.Close 成交成交78Sell By Design, Not By Chance销售是精心设计的，不是偶然发生的Four-Step Formula四步准则1.Need Analysis 需要分析2.Need Awareness 需要意识3.Need Solution 需要解决方案4.Need Satisfaction 需要满足9The Successful Sales Formula成功销售的准则1. Need Analysis需要分析需要分析A.Customer-driven (wants) and need-oriented (needs) selling begins with the sales 通过客户驱动(希望)和需求导向(需求)的营销进行销售professional probing to understand the prospect's wants and needs.探讨了解专业客户的期望和需求10The Successful Sales Formula成功销售公式1. Need Analysis需要分析需要分析A.Customer-driven (wants) and need-oriented (needs) selling begins with the sales professional probing to understand the prospect's wants and needs.通过客户驱动(希望)和需求导向(需要)的销售开始探讨理解客户的期望和需求。

B.During Need Analysis, the sales professional will “X-ray” the prospect.在需要分析过程中，专业的销售人员需要对前景进行X光式的扫描11People buy what they want when they want it morethan they want the money it costs.人们购买他们所需求的东西，当他人们购买他们所需求的东西，当他们觉得他们需要的东西比钱更重要们觉得他们需要的东西比钱更重要时，他们会舍得花钱时，他们会舍得花钱12The Successful Sales Formula成功销售公式1. Need Analysis需求分析需求分析A.Customer-driven (wants) and need-oriented (needs) selling begins with the sales professional probing to understand the prospect's wants and needs.通过客户驱动(希望)和需求导向(需要)的销售开始探讨理解客户的期望和需求。

B.During Need Analysis, the sales professional will “X-ray” the prospect..在需要分析过程中，专业的销售人员需要对前景进行X光式的扫描C.Professional probing is done with questions.专业的调查需要用问题来完成131. Need Analysis需求分析1. The Proper Questions Enable You to Gain the Prospect’s Trust.合适的问题会使你得到客户的信任2. To Combine Emotion and Logic:把情感和逻辑结合起来a)Use “Thinking” and Feeling” Questions.使用“思考”和“感觉”问题b)Use the “Choice” Close.使用“选择”成交c)Use a “Talking Pad” so the Prospect Can “See” the Idea使用“思考垫”，这样客户能“看到”这个主意3. The Successful Sales Professional is a Word Merchant and a Picture Painter.成功的专业销售人员是文字的商人和画家141. Need Analysis需要分析4. Probe the Prospect with Three Kinds of Questions使用三种问题调查客户a)Open Door Questions开放式问题b)Closed Door Questions封闭式问题c)Yes or No Questions是或不是问题5. The Least-Developed Tool of the Professional Salesperson is the VOICE. To Develop this Important Tool:专业人员最未开发的工具是他们的声音a)Practice, Practice, and Practice.练习，练习，再联系b)Read and Record Your Presentation.阅读，并录制你的演示c)Warm Up Before Presenting.演示之前热身d)Exaggerate Opening Your Mouth.夸张式张开你的嘴e)Smile!微笑！1516One more time we are changing everything再一次，再一次，我们改变我们改变着一切着一切cell phone video add视频添加18The Successful Sales Formula成功销售公式2. Need Awareness需要意识需要意识a)To See, To Know去看，去了解b)To Comprehend去理解c)The “light” of Understanding must go on理解之“光"必须持续下去192. Need Awareness需要意识1. Need Awareness Means:需要意识是指：a)The Sales Professional Understands the Prospect’s Wants and Needs.专业的销售人员了解客户的期望和需求b)The Prospect Understands their Wants and Needs客户了解他们的需求和需要。

2. To Make the Light Go On for the Salesperson and the Prospect持续地为销售人员和客户提供帮助a)Probe for Areas to Differentiate.调查划分区域b)Show the Imbalance to the Prospect.对客户展示不平衡202. Need Awareness需求意识3. To Discover Areas which Differentiate, Learn Everything Possible About:发现差异区域，尽可能了解以下方面：a)Your Product.你的产品b)You Industry.你的行业c)Your Pricing.你的价格d)Your Product’s Application/Use.你们的产品应用或使用e)Your Competition.你的竞争4. People Don’t Care How Much You Know Until They Know How Much You Care—About Them.人们不关心你知道多少,直到他们知道你有多关心他们。

5. Your Most Powerful Weapon at Proving Imbalance Is The “Tough” Question. Earn The Right To Ask.证明不平衡的最有力的武器是你的“刁钻”的问题去赢得问问题的权利21The Successful Sales Formula成功销售公式3. Need Solution需要解决方案需要解决方案A. Lead with need.需求引导B. Prospects don’t buy products; they buy what the products do for them.客户不买产品，他们买的是产品能为他们做什么C. Remember: WII-FM = What’s In It For Me? (the prospect). 记住：WII-FM=产品里有什么对我有用？（预期）22Need SolutionNeed Analysis需求需求分析分析Prospects “Ask”客户“问”Free Phone免费Pay $41 /month每月付41美金No increase in expense for phone service服务费没有增加Need Awareness需求意需求意识识Who all do you call?你都给谁打？How do you use your phone?如何使用你的？Do you call:你给他们打吗？Friends朋友Family家人Work工作单位23Need Solution需要需要解决方案解决方案How to Connect?如何联系？How to See Grandkids?如何看孙子辈的孩子？How to share photos?如何分享照片？How to see live pictures of children?如何看孩子们的现场照片？Need Solution需要解决方案Need Analysis需要需要解决方案解决方案Prospects “Ask”前景“问”Free Phone免费Pay $41 /month41美金/每月No increase in expense for phone service费用没有Need Awareness需求意需求意识识Who all do you call?你都给谁打？How do you use your phone?如何使用你的？Do you call:你给他们打吗？Friends朋友Family家人Work工作单位24Need Solution需要需要解决方案解决方案How to Connect?如何联系？How to See Grandkids?如何看孙子辈的孩子？How to share photos?如何分享照片？How to see live pictures of children?如何看孩子们的现场照片？The Sale:销售销售Free Phone免费$41 /month每月41美金The Sale:销售销售Free Phone免费$41 /month每月41美金The Sale:$498 Phone$82/month“Theirs.”他们的他们的“Ours…..”我们的我们的25Handling Objections目标处理1.Listen to the Objection.倾听目标2.Say it Back to the Prospect。

展望前景3.Explore the Reasoning.探索原因4.Answer the Objection.回答目标a)Address their concern谈论他们的关心b)See it from their point of view从他们的观点看问题c)Relieve their fears释放他们的恐惧5.Check Back with the Prospect核对前景6.Redirect the Conversation重新指导谈话26The Successful Sales Formula成功销售模式4. Need Satisfaction 需要满足感需要满足感 27Become a quick-change artist成为一个快速变化的艺术家“You think you understand the situation, but what you don’t understand is that the situation just changed.”“你认为你了解当前的形势，可是形势已经变了An Investments advertisement一投资广告28The Successful Sales Formula成功销售公式4. Need Satisfaction需要满足需要满足A. A.A.F.T.S. = Always Ask For The Sale经常问销售B. Belief in your product or service DEMANDS that you ask for the order相信你的产品或服务.需要你要求订单C. When the selling professional satisfies needs and wants, repeat business and new clients are guaranteed!当专业的销售人员满足了客户的需求及愿望，重复的生意及新的客户就得到了保障。

294. Need Satisfaction1. A.A.F.T.S. = ALWAYS ASK FOR THE SALE总要问销售问题2. The Choice Close or Assumptive Close选择封闭式或想当然封闭式问题a)“Can you see where my product or service would____?” (The primary benefit that would cause the prospect to buy goes on the line.)“您能看到我的产品和服务会--？”（能引起客户购买的主要利益点是在网上）b)“Are you interested in _____?”“您对----感兴趣吗？c)“When do you think would be the best time to start?”“你认为什么时候是开始的最佳时间？”304. Need Satisfaction需求满足3. The Probability Close helps the prospect understand how close he is to making the purchase:概率的接近帮助客户了解他们离购买还有多近a)“On a scale of 1 to 10, with 10 meaning you are ready to place your order, where would you stand right now?”“分值为1--10,10分意味着你就要下订单了，你现在准备站在哪里？”b)“What would it take to move you to a 10?”“什么会带你去站到10分那里？4. The Summary Close may seem basic, but don’t be fooled by simplicity:总结看起来是基础，但是别被简单所愚弄了a)Summarize all the needs the prospect has given you for buying and ASK FOR THE ORDER!总结所有客户给你的购买需求并要求下订单b)Relight the fire and desire through summarizing!通过总结重新点燃烈火和欲望31The Finish Line….终点32Sell By Design, Not By Chance根据设计而不是依据机会销售Four-Step Formula四步公式1.Need Analysis需要分析2.Need Awareness需要意识3.Need Solution需要解决方案4.Need Satisfaction需要满足33Communication—A Plan沟通---一个计划Question: What Shape Is Your Personality?问题：你的个性是什么形状的？34A Susan Dellinger SeminarCommunication—A Plan沟通---一个计划35Communication—A Plan沟通---一个计划36Communication—A Plan沟通---一个计划37Communication—A Plan沟通---一个计划38Communication—A Plan沟通---一个计划39Communication—A Plan沟通---一个计划Question: What Shape Is Your Personality?问题：你的人格是什么形状的？40A Susan Dellinger SeminarCommunication– A Plan沟通---一个计划1.Stay Focused集中注意力2.Listen Carefully仔细听3.Try To See Their Point of View去看看他们的观点4.Respond to Criticism with Empathy用同感心回应批评5.Talk Straight直言6.Follow Through跟进41In Summary总结COMMUNICATION沟通沟通1.Stay Focused集中注意力2.Listen Carefully仔细听3.Try To See Their Point of View看看他们的观点4.Respond to Criticism with Empathy用同感心回应批评5.Talk Straight直言6.Follow Through跟进42CONSULTATIVE SELLINGFOUR-STEP FORMULA咨咨询式销售的四步公式询式销售的四步公式1.Need Analysis需要分析2.Need Awareness需要认知3.Need Solution需要解决方案4.Need Satisfaction需要满足Manage your own morale.管理你自己的士气Be a fixer, not a finger-pointer做一个调停者，不做指责者做一个调停者，不做指责者43Behave like you’re in business for yourself.表现的就象自己做生意一样“We’re all in this alone.”“我们都独自在这里我们都独自在这里”-Lily Tomlin丽丽汤姆林44 Questions? 问题？45。