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Stop Objections & Sell Your Price 停止反对,卖出你的价值
来源:科特勒咨询集团  杜南·斯巴克斯 发布时间:2017-11-23

Stop Objections & Sell Your Price
停止反对,卖出你的价值

中英对照



When a price objection surfaces, most salespeople crumble. Or, they take the path of least resistance and match a competitor’s price. Salespeople need to understand that buyers are being professionally trained to ask for price concessions.

当价格异议出现时,大多数销售人员就崩溃了。 或者,他们便采取阻力最小的处理方式,将价格降低至与竞争对手相当。 销售人员需要明白,此时买方正在接受专业的培训,来要求价格的让步。

Several years ago I attended a popular negotiation course that was advertised in an in-flight magazine. One of the concepts that I was taught was to always ask the seller, “Can you do better?” Or, make the comment, “You’ve got to do better.” So, I tried that technique the very next week on a major supplier of advertising space.

几年前,我参加了一个很受欢迎的谈判课程,这个课程曾刊登在航空杂志上。 我被教导的一个概念总是问卖主,“你能做得更好吗?”或者,做出点评:“你必须做得更好”。所以,我打算在下个星期将这个技术用在广告空间供应商身上。

To my surprise, “Can you do better?” Got me a $50,000 discount on a $250,000 purchase. That’s $12,500 a word!

我吃惊的是,“你能做得更好吗?”这句话在25万美元的订单中,让我获得了5万美元的折扣。这是1.25万美元一个词啊!


In Action Selling, we teach salespeople that price objections may be a disguise for another buying decision that is not satisfied. Examples include the customer is not completely sold on you, your company or your product. That’s why we teach salespeople to return to Act 3 – Ask the Best Questions and learn more about the customer’s price objection. It goes like this:

在行动销售训练中,我们教销售人员说,价格异议可能是客户在购买决策时有其它不满意的地方。例如,客户并不完全接受你、你的公司或你的产品。这就是为什么我们教销售人员回到行动3的原因——问最好的问题,并了解更多关于客户价格异议的原因。它是这样的:


1.Completely Understand the Situation

1、完全了解形势


2.Quantify the Price Objection

2、量化下价格异议


3.Search for Potential Solutions

3、寻找可能的解决方案


4.Then Complete Act 4, 5 and 6 (where your solution to the objection is presented)

4、然后完成行动4、行动5和行动6(提出处理异议的解决方案)


5.You are ready for Act 7, Ask for Commitment (again).

5、行动7做好准备,再次请求承诺


The better you are at the Acts of Action Selling, the better prepared you are for Price Objections. Certified Action Selling Sales Forces outsell all others. And, they are in the 10% who are effective at handling Price Objections.

在销售实践中将行动销售运用得越好,你对价格异议的处理就会越有准备。认证版的行动销售超越其他所有的销售。而且,他们在处理价格异议问题上的有效率比其它的要高出10%。


案例

Equity Residential is the largest apartment leasing company in the United States. In a tough economic climate, Equity decided to invest in developing the selling skills of its leasing consultants. Needless to say, these consultants often hear objections such as, “Your rent is higher than another apartment that I’m looking at,” said Jonakan O’Steen, director of education and leadership development.

Equity Residential是美国最大的公寓租赁公司。在严峻的经济环境下,Equity决定投资提升租赁顾问的销售技巧。不用说,这些顾问经常会听到这样那样的反对意见,比如“你的房租比我正在看的另一套公寓要高,”他们的教育和领导力发展总监Jonakan o'steen提到。

Equity has a Service Promise Guarantee that minimizes the risk for customers who choose to rent. “Action Selling training has opened our eyes to a new way of looking at price objections; Equity’s consultants ask questions about how the competitor deals with service requests and how they guarantee response times. Then, we present our solution and Ask for Commitment to rent. This process works!”

Equity 有一项服务承诺保证,最大限度地选择风险较小的客户来承租。“行动销售培训让我们对价格异议有了新的认识,Equity的顾问会询问客户:竞争对手是如何处理他们的服务请求的,以及他们如何确保响应时间。然后,我们提出我们的解决方案,并要求承诺租金。这个过程很有效!”

“It’s easy to get stopped by a price objection when working with rentals,” O’Steen said. Or, rather, it used to be.

“在房屋出租时,很容易受阻于价格异议,”奥斯汀说。在过去常有的事。




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