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Can’t Close A Sale? Maybe You Never Opened It 不能结束销售?也许你从来没有开始过
来源:科特勒咨询集团  杜南·斯巴克斯 发布时间:2017-12-01


Can’t Close A Sale? Maybe You Never Opened It
不能结束销售?也许你从来没有开始过

中英对照



You’ve kept trying, and the prospect has finally agreed to talk to you. But she made it clear that she can only spare five or 10 minutes in her busy schedule. So you try to tell her as quickly as you can about all the glories of your company and your products. In other words, you bury her in a data dump, as hundreds of salespeople have done before. And when you leave, she’ll never want to lay eyes on you again.

经过你的不懈努力,你的目标客户终于同意和你谈谈。但她明确表示,在繁忙的日程安排中,她只能抽出5到10分钟的时间。所以你尽可能快地告诉她你公司和你产品的所有优势。换句话说,如果你把一堆的资料给她,就像许许多多销售人员以前做过的那样。当你离开后,她再也不想搭理你了。

Until you have asked good questions, you don’t know how to present your product.

直到你问对问题之前,你都不知道如何展示你的产品。

Salespeople commit a fatal mistake when they jump directly into a product pitch. Why? Because they’re shooting in the dark, with no idea of the prospect’s unique needs or desires. When you do that, your products and services become undifferentiated commodities that sound like the same ones dozens of other salespeople are pushing.

当销售人员直接跳到产品展示时,他们会犯致命的错误。为什么呢?因为他们在未知中摸索,不清楚客户潜在的具体需求。当你这样做的时候,你的产品和服务就变成了和别人没有区别的商品,这听起来很像许多其他销售人员正在推进的情况。

The only way to differentiate your offerings in today’s market is first to differentiate yourself. That is, you, the salesperson, must first be seen as a unique part of the solution you’re selling. Prospects will only turn into customers if they see you as a consultant with a purpose—the purpose being to gain a commitment once you and the client understand how you can serve their most important needs. When you assume you already know what those needs are, you are leaving the customer out of this important process.

在当今的市场活动中,区分你的产品特性的唯一方法是首先区分你自己。也就是说,你——销售人员,必须首先被看作是你销售的解决方案中的一个独特的部分。只有当你的客户明白你是如何满足他们最重要的需求时,他们才可能成为你的客户,给出承诺。假设当你已经了解这些需求是什么时,你就可以把这个客户从这个重要的过程中解放出来了。

If you have just a few minutes of a prospect’s time, don’t use them to talk about yourself. Use them to ask about the prospect. In the Action Selling system, Acts 2 and 3 are all about establishing rapport and Asking the Best Questions to uncover the prospect’s key needs and concerns. Not until Act 7 should you ever present your product.

如果你只有几分钟的时间,不要用它们来谈论你自己。用他们来探寻需求。在销售进行中,行动2和行动3都是关于建立融洽关系的,并提出最好的问题来揭示潜在的关键需求和客户关系。直到行动7你才能展示你的产品。

The reason is simple: Until you have asked the Best Questions, you don’t know how to present your product to this prospect as anything other than a generic commodity. You can say you’re selling “solutions” instead of “stuff,” but you can’t do it. Not until you have uncovered specific problems to solve.

原因很简单:除非你问对的问题,否则除了像展示一个普通的商品外,你不知道如何把你的产品特性展示给这个潜在客户。你可以说你是在销售“解决方案”而不是“东西”,但你不能这么做。直到你发现了要解决的具体问题。

Got a minute? 一分钟?


Good!好!


Use it to act like a consultant with a purpose. Ask, don’t tell. You may discover that prospects have more time for you than they thought.

用它来做一个有目的咨询。问,不要说。你可能会发现,你的潜在客户的时间比他们想象的要多。

案例
Salespeople in the pharmaceutical industry work hard to get even a few minutes of face time with doctors.

制药行业的销售人员非常努力只是希望能与医生有几分钟的面谈时间。


One rookie sales rep for Schering Plough considered himself lucky when a doctor agreed to give him five minutes, and five minutes only, to “give me your spiel.”

当Schering Plough的一个新销售代表获得了一位医生给他提供的五分钟时,他/她认为自己很幸运,仅有五分钟,去做具体的分享。

Delivering a spiel is exactly what the rep ordinarily would have done. But this salesperson had just become Action Selling Certified. Instead of pitching products, the rep asked questions about the doctor’s practice. He didn’t act like a guy trying to sell something. He acted like a consultant who was genuinely interested in learning whether the doctor had any problems that he could help solve.

高谈阔论是销售代表通常会做的事情。但这名销售人员刚刚通过行动销售认证。这位代表没有推销产品,而是询问了医生工作中的一些问题。他表现的不像一个卖东西的人。他的行为就像一个顾问,他真正感兴趣的是了解医生是否有他能帮忙解决的问题。

The five-minute conversation stretched to 15.

5分钟的谈话一直延伸到15分钟。

And it ended with the doctor agreeing to a lunch appointment—which had been the salesperson’s commitment objective for the meeting all along. ”During the lunch appointment we wrapped up a substantial sale,” said the rep. “This wouldn’t have occurred without the certified skills of Action Selling.”

最后,医生同意了午餐约会——这是销售人员一直以来设定的承诺目标。“在午餐期间,我完成了一笔可观的销售额,”代表说,“如果没有经过行动销售认证掌握的销售技巧,这是不可能发生的事。”




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