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The Evolution of a Sales Pro 职业销售人员的演变
来源:科特勒咨询集团  杜南·斯巴克斯 发布时间:2017-11-23


The Evolution of a Sales Pro
职业销售人员的演变

中英对照



Action Selling has been described by enthusiastic learners as a major GPS for navigating the sales process. Even veteran salespeople who discover Action Selling find that for the first time in their careers, they have a systematic approach that always lets them know exactly where they are in their sell cycle. They are thrilled to find that they no longer have to fly by the seat of their pants.

行动销售已经被很多勤奋好学的销售人员视为掌控销售流程的"地图"或"导航仪",即使是刚接触了行动销售的销售老兵也深有同感,他们因此拥有了一种系统的方法/工具来准确判断自己所处的销售阶段(销售周期),他们惊喜地发现,自己再也不会有云里雾里/销售迷路的感觉了。

But among long-time practitioners of Action Selling—salespeople who have internalized the system—a subtle but important difference arises. They come to see the 9-Act framework more as a schedule or timeline that shows where the client is in the buying cycle, as opposed to where the salesperson is in their sell cycle.

慢慢地,随着时间的推移,行动销售"拥趸者"和真正实现了内化的实践者会悄然发生一些改变,他们逐渐把行动销售系统更多地视为判断客户所处采购阶段的"时间表",而不仅仅把它视为判断自己所处销售阶段的销售工具。

From ‘Where am I?’ to ‘Where is my buyer?’

从"我在何处?"走向"客户在何处?"

Let’s call these people “evolved” Action Selling professionals. When they are more in tune with the stages of the client buying cycle, they know precisely when it is time to move forward to the next sequential decision that the customer will make. They know this even when the timing doesn’t match up with the sequence of their PowerPoint slides.

我们不妨把这种人叫做行动销售"拥趸者",当他们能够更好地与客户购买周期合拍的时候,他们会准确知道何时可以把客户推进到下一个决策,他们甚至可以打破、调整原来的拜访节奏。

Evolved Action Sellers are better able to adjust Commitment Objectives on the fly. They know that in the heat of the battle, things often change. Above all, they know that if we’re doing Action Selling right, we learn new things during the call! These things may require us to alter our plans, including the most fundamental goal we have set for the sales call: our Commitment Objective.

行动销售"拥趸者"可以在所有销售活动中更好地调整自己的"承诺目标",他们知道,在"战火纷飞的战场上",情况可能瞬息万变(有很多变数),他们知道,如果正确运用行动销售,他们就可以在销售中准确把握各类变数,这些变数可能会提醒自己调整计划,包括调整自己事先设定好的目标——承诺目标。

This happens, for example, when we uncover a personal need something the buyer personally stands to win or lose from the deal that changes the urgency of the sale. We may need to move faster or slower based on what we have learned. Evolved Action Sellers become so attuned to the buyer, and the buyer’s cycle, that they can shift gears quickly and smoothly. Even a major change in speed or direction becomes a natural-seeming part of the process.

比如说,如果我们通过接触发现了客户的某项个人需求(该项采购决策对其个人的影响),那么,客户的这个需求很可能会影响到采购进度,这时,我们就需要根据所掌握到的这个信息来及时调整拜访节奏(加快或放慢拜访节奏)。行动销售"拥趸者"总是能够做到与客户保持同步,与客户的采购周期保持同步,总是可以快速、巧妙地使双方的齿轮保持啮合状态,甚至可以让拜访速度及方向上的调整也显得非常自然。

As questioning skills and presentation skills are sharpened by experience and mindful practice, evolved Action Sellers become true masters of the sales process. They have their fingers directly on the buyer’s pulse. They walk arm-in-arm with their prospect on the way to a sale. They know exactly where to go and when they will arrive.

随着经验的积累和实践的深入,行动销售"拥趸者"在提问技能、展示技能方面会臻于炉火纯青,他们会变成销售流程的主人,真正的主人。他们会像医生一样,能把手搭在客户的脉搏上,并与客户携手走向销售决策的终点,他们清楚如何走及何时可以走到。




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