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How to Conduct Effective Sales Calls 如何实现高效拜访
来源:科特勒咨询集团  杜南·斯巴克斯 发布时间:2017-11-23

How to Conduct Effective Sales Calls
如何实现高效拜访

中英对照



Some sales calls progress in a logical order, building momentum toward a successful outcome. Many more are poorly planned, unfocused, and a waste of time for everyone involved. Short of customers actually kicking you out of their offices, how do you know if you’re conducting an effective sales call?

通常,销售活动都有其内在的逻辑性——可以循序渐进并导致最终结果。但是,很多销售拜访活动并没有经过周密规划,沟通难以聚焦,容易浪费大家的时间。在实际销售拜访中,由于顾客一般不会把你撵出他的办公室,那么,你怎么才能知道自己是否在做高效的拜访呢?

What criteria do you use to monitor your progress? How do you even determine what progress looks like? For that matter, what’s your yardstick for a “successful outcome” on any given sales call?

你会采用哪些指标来监控自己的销售活动呢?你如何来判断大致的销售进度呢?并且,对于你的任何销售拜访活动,你判断拜访结果是否有效的依据是哪些呢?

It is heartbreaking to consider how many veteran salespeople would struggle to answer those questions.

想想看,即使是经验丰富的老兵,恐怕也未必都能回答上述问题。

In our sales book “Action Selling: How to Sell Like a Professional, Even If You Think You Are One,” many benefits of a systematic, genuinely professional approach to the sales process are described. One crucial advantage of a step-by-step system is that when you’re out of step, you know it. That sounds elementary, but it puts you way ahead of most salespeople.

在《行动销售》一书中,我描述了专业销售流程及系统的很多好处,其中,一个非常突出的好处是:借助于这种步步推进的销售系统,你可以在销售偏离轨道时及时产生警觉。这听起来很基础,是吧,但它可以让你比其他销售人员更容易获得成功。

If you’re out of step, do you know it?

如果你偏离了步骤(轨道),你是否能够察觉?

Action Selling teaches that in an effective sales call, the salesperson manages the call to proceed in a certain sequence. The 9 Acts of Action Selling correspond to the 5 Buying Decisions that (research shows) every customer makes, knowingly or not, always in the same order. At any moment during any sales call, you are either in sync with the customer’s natural decision making process or you aren’t. The customer has either made an early buying decision in your favor and is ready to consider the next one, or he hasn’t and isn’t.

行动销售告诉我们,在有效的销售拜访中,销售人员往往能够按照一定的次序来引导客户。研究表明,不管是有意无意,行动销售系统中的"行动九步"对应了客户的5大购买决策(销售人员、公司、产品、价格、购买时间)——这5大决策总是对应着一定的先后顺序。在销售拜访的任何时间点上,你与客户的内在决策流程要么同步,要么不同步。相应地,客户要么是已经做好了前一个决策并准备进入到下一个决策,要么就是还没有考虑好前一个因素并且也不打算考虑下一个因素。

Thus, you know what progress looks like during a sales call, and you have clear criteria with which to monitor it. What’s more, you have a precise language in which to think about “progress” and decide how to recover if you stray off course.

这样,你在销售拜访中就可以知道销售的进展情况,并且有清晰的指标来监控它。此外,你可以用精准的语言来描述各个节点并在销售发生偏离时判断如何把它拉回到正确的轨道上来。

What do you do if you find yourself wandering into Act 6, trying to “Sell Your Product,” before you have “Sold Yourself” in Acts 2, 3, and 4?

如果你发现自己一开始就有进入的"行动6("赢"销产品)"的倾向,而不是先开展行动2(人际技能)、行动3(巧妙提问)、行动4(达成共识),你应该怎么办呢?

Once you understand the system, the problem becomes easy to recognize, and the remedy is clear: You need to back up. And you know it.

很显然,一旦你掌握了这套系统,上述问题就变得很简单了,方法也很明确,你知道应该把销售往回拉并且也知道如何往回拉。





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