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The Self-Correcting Sales Process 自动纠正的销售过程
来源:科特勒咨询集团  杜南·斯巴克斯 发布时间:2017-12-08

The Self-Correcting Sales Process
自动纠正的销售过程

中英对照



We get a lot of gratifying compliments about our first book, “Action Selling: How to Sell Like a Professional, Even If You Think You Are One.” But one that we hear over and over comes from readers who are struck by the way the Action Selling system functions as a sort of navigational aid for the sales process.

我们的第一本书《行动销售》:如何像专业人士一样销售,即使你认为你是一个专业人士得到了许多令人满意的赞美。但是,我们一遍又一遍的听到来自读者的感受反馈,他们对行动销售系统帮助销售辅助的作用感到震惊。

To describe what they mean, these readers use terms like “road map,” and “step-by-step,” and “instruction manual.” What they’re getting at, I think, is that the book describes what selling can look and feel like when you follow an approach that won’t let you get lost. No matter how many detours you might encounter, you always know what to do next – and how to get back on the right road.

为了描述他们的意思,这些读者使用“路线图”、“循序渐进”和“指导手册”等术语。我认为,他们所得到的是,这本书描述了当你遵循一种不会让你迷失方向的方法时,就找到了销售的感觉。不管你可能遇到多少弯路,你总会知道下一步该做什么——以及如何回到正确的道路上来。


What if you were never lost?
如果你从未迷失?


This self-guidance feature operates throughout the 9 Acts of the Action Selling system. For example, consider Act 1, the Commitment Objective. This is an action you want the customer to agree to take – some “next step” that will keep the sales process moving forward, creating momentum. A foundation block of Action Selling is that you must have a Commitment Objective for every sales call.

这种自我指导功能贯穿于整个销售系统的行动9步流程中。例如,考虑行动1,承诺目标。这是你想让客户同意采取的行动,“下一步”将保持销售过程的向前发展,创造动力。行动销售的基础是你必须给每一次销售拜访设置一个承诺目标。

But what if your Commitment Objective turns out to be unrealistic? Suppose your Commitment Objective was to gain the customer’s agreement to buy, but you discover during the call that this customer doesn’t have final purchasing authority?

但是如果你的承诺目标是不现实的呢?假设你的承诺目标是获得客户的购买协议,但是你在拜访时发现该客户没有最终的购买决策权?

Now what? Has the system failed you? Are you lost in uncharted waters?

现在怎么办呢?你的计划失败了吗?你在未知的水域中迷失了吗?

No. You have simply received a signal that your Commitment Objective for this call needs to change. Given the unexpected circumstance, what is the next logical step the customer could take to keep the sales process moving forward? What’s your new Commitment Objective – right here, right now? Action Selling will guide you.

不。你只是收到了一个信号,这次拜访的承诺目标需要改变。考虑到意想不到的情况,下一步可以采取哪些合理的步骤来保持销售流程的继续向前推动?此刻你的新承诺目标是什么?行动销售将引导你。

Or suppose you are presenting your solution in Act 6, and the customer says, “We can’t justify that until our business improves.” Do you accept this, walk away, and wait for a government stimulus package to bail you out? No, Action Selling gives you clear directions: Return to Act 3, Ask the Best Questions, and then follow the proven method to use what you hear to resolve the customer’s concern and gain the business.

或者假设你在行动6中展示你的解决方案,客户说,“在我们的业务得到改善之前我们不能证明这一点。” 你是否接受这一点,等待政府的经济刺激计划来拯救你?不,行动销售给了你明确的方向:回到行动3,巧妙提问,然后遵循已经通过验证的方法,用你所听到的来解决客户担忧的问题并获得业务。

Regardless of the twists and turns a sales process might take, you will never wind up in a blind alley, with no idea how to proceed. “What do I do now?” Action Selling always has the right answer.

不管你的销售过程会是怎样的曲折,你永远都不会陷入死胡同,也不会不知道该怎么走。“我现在该怎么办?”这个问题行动销售总会有正确的答案。

Action Selling In Action

行动销售实践


How do Action Selling practitioners describe the system’s self-correcting features? Melanie Legace, a regional account manager for dental-instruments supplier Hu-Friedy, puts it this way:

行动销售人员如何描述流程的自我校正?Melanie Legace是一家牙科设备供应商的地区客户经理,他这样说:

“Action Selling is like a global positioning system, a GPS to guide you through the sales process. If you get lost, you know right where to go to get back on track. It gives me comfort that even though a sale might steer me down a new street – or situation – I trust that the GPS will get me to my destination.”

“行动销售就像一个全球定位系统来指导你完成销售过程。如果你迷路了,你知道该从哪里重新回到正轨。这让我感到欣慰,尽管销售中可能会被引导走上一条意料外的道路或者面对新的情况,但我相信,GPS会让我到达目的地。”

Discover a GPS for your sales process. Contact us to make sales training pay huge dividends.

发现您销售过程的GPS。联系我们,使销售培训获得巨大的回报。


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