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Glad You Asked 很高兴你发问
来源:科特勒咨询集团  杜南·斯巴克斯 发布时间:2017-12-01

Glad You Asked

很高兴你发问

中英对照



In our sales books and elsewhere, the Action Selling system is described as a kind of instruction manual that tells you how to win genuine customer loyalty. Genuinely loyal customers are people with whom you have built such a strong relationship that they have stopped shopping among your competitors.

在我们销售书籍和其它地方,行动销售体系被描述为一种指导手册,告诉你如何赢得真正的忠诚客户。真正忠诚的客户是指与你建立了如此牢固的关系的人,他们已经不再在你的竞争对手那购买东西了。

That kind of loyalty is the whole ball game. So when a potential client says, essentially, “I’m loyal to another supplier,” that means one of your competitors has beaten you to the punch. As customer objections go, this is a lulu. What in the world can you do?

因此,当一个潜在客户说,“我对另一家供应商很满意”,这意味着你的竞争对手之一击败了你。对于客户的拒绝,你能做些什么呢?

The “loyalty” objection is tough. But to whom is the customer really loyal?

“忠诚”的反对意见是很强硬的。但客户真正忠诚于谁呢?

Action Selling teaches that every objection can be tied to one or more of the customer’s 5 Buying Decisions, which are sequenced in this order: Salesperson, Company, Product, Price, and Time to Buy. An objection refers either to the buying decision that you are hearing about or to a buying decision that precedes that one.

行动销售告诉我们,每一个异议都可以与一个或多个客户的5大购买决策联系在一起,这些决定按以下顺序排列:销售人员、公司、产品、价格和购买时间。反对意见指的是你听到的购买决策,或者是购买之前的决策。

This is an important point because prospects who say “I have a strong relationship with another supplier” appear to be telling you that they prefer a competitor’s company to yours. In Action Selling terms, you might think the objection has to do with Act 5, and that you are failing to “sell your company” effectively.

这是一个很重要的问题,因为那些说“我和另一家供应商关系很好”似乎在告诉你他们更喜欢竞争对手的公司。在销售条款中,你可能会认为反对意见与行为5有关,是你没有有效地“推销你的公司”。

But wait, not so fast. Loyalty is a feeling far more likely to be granted to a person than to a company. The strong relationship this customer is telling you about may very well be with a salesperson from the competitor’s company. If so, the real problem is that the customer has a stronger relationship with another salesperson than with you. This isn’t an Act 5 problem at all. You need to back up.

但是请等等,不要那么快做决定。忠诚是一种个人比公司更容易获得的感觉。这个客户告诉你的很好的关系很可能是来自竞争对手公司的销售人员。如果是这样的话,真正的问题是客户与另一个销售人员的关系比你更号。这并不是行动5的问题。你需要返回去。

Acts 2, 3 and 4 of the Action Selling system are where we Sell the Salesperson. In Act 2, we demonstrate interest in the customer and the customer’s company by asking questions about them. In Act 3, we Ask the Best Questions to understand the customer’s situation and often to help the customers understand their own unique needs. In Act 4, we gain agreement with the customer on exactly what those needs are.

行为销售体系的行动2、3和4是买我们的销售人员。在行动2中,我们通过询问客户和客户的公司来表达对客户和客户公司的兴趣。在行动3中,我们提出了最好的问题来了解客户的情况,并经常帮助客户了解他们自己的独特需求。在行动4中,我们与客户就这些需求达成一致。

The salesperson who does those three things best wins, plain and simple. What if you find that a rival already has done an excellent job? Then your only chance is to do a better job—again, plain and simple.

做好这三件事的销售人员很容易获得成功。如果你发现竞争对手已经做得很出色,你会怎样做呢?那么,你唯一的机会就是做得更好,这是再简单不过的了。

Because loyalty is so powerful, you may or may not be able to salvage this deal. Either way, focus on improving your skills in Acts 2, 3, and 4. Then next time it will be your competitor who hears, “Thanks, but we’re loyal to another supplier.”

因为忠诚度是如此的强大,你可能也无法挽救这笔交易。不管怎样,专注于提高你在行动2、3和4中的技能。下一次,你的竞争对手会听到:“谢谢,但我们对另一家供应商很满意。”



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