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Jingdong book

提问销售法

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提问销售法

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Content Description

销售员为什么只潜心钻研"如何说",却从不试图掌握"如何问"?
事实上,无论在哪个销售领域,懂得"提问",你将会打破和客户之问的屏障,发现客户真正的需求,最终让他们选择你的解决方案。
提问销售法向你展示的"提问技巧",将会降低失败的风险,消除客户的逆反作用,提高可信度并加深关系,控制整个销售过程,掌握提问销售法,才能在销售中百战不殆!
百事可乐、摩托罗拉、惠普、太阳微系统等世界百强企业协力推荐。颠覆传统销售模式数倍升你的销售业绩。
Author Description

托马斯·福瑞斯(Thomas A.Freese),美国QBS研究公司的创始人,他创造性地提出了提问销售法(QBS)。目前,在全球接受提问销售法培训的销售人员已经超过100000人,许多著名的跨国公司如百事可乐、摩托罗拉等都曾邀请福瑞斯先生传授提问销售法(QBS)。
Catalogue

序言你闻所未闻的最好的销售经验/1
第一部分 提问销售法的基本理念/1
第1章 提高销售成功的几率/3
吸引客户关注的规则已经改变/5
销售方法无所谓对错/7
基于原因和效果的销售方法论/8
销售员面临的最大挑战/9
降低失败的风险/10
销售工作中的终极风险/12
发出探测信号/13
倾听反馈信号/15
坚持就有回报/16
如果客户不感兴趣怎么办/17
打开机会的闸门/17
总结/19

第2章 消除客户的逆反行为/20
意见一致让买卖双方实现互利交换/21
逆反行为是一种抗拒形式/22
逆反行为从何而来/23
逆反行为的四种形式/24
逆反行为对销售员意味着什么/28
陈述不等于销售/29
提问销售法降低风险的五个策略/30
总结/35

第3章 牧群理论/36
传统的案例参考式销售存在的问题/37
“牧群理论”为何有效/37
利用“其他所有人”来影响客户/39
“牧群理论”的来龙去脉/40
各式各样的群体趋势/46
利用爆米花现象来建立可信度/48
将“牧群理论”贯穿销售过程的始终/51
总结/53

第4章 客户购买动机的两面性/54
永远保持积极并不是最有效的方法/55
行为销售的问题/55
解决问题/57
金牌和牧羊犬/58
通过扩大产品的利益来增加产品的价值/59
提问销售法并没有创造新的行为模式/61
找到产品的“金牌”和“牧羊犬”/63
企业营销者需要注意的问题/63
总结/65

第5章 加速销售进程/66
需求来自于烦恼和欲望/67
感觉并不代表一切/69
观点改变时行动也会改变/70
大机会/72
提高潜在客户的紧迫感/73
总结/76

第二部分 提问销售法的提问技巧/77
第6章 会话分层/79
会话分层模型/80
跨越式前进会增大你的风险/81
跨越销售鸿沟/82
销售模式的转换/84
建立有效关系的关键/85
提问销售法的销售环境/85
促使潜在客户愿意主动参与销售进程/89
总结/9l

第7章 激发客户的好奇心/92
激发好奇心最简单的方法/93
语音信箱:朋友还是敌人/94
发送吸引人的邮件/101
激发潜在客户兴趣的五步战略/103
总结/108

第8章 调整提问范围来建立客户信任感/110
销售员从零客户信任感开始/111
建立客户信任感的三种方法/112
控制提问范围/113
跨越行业界限/118
诊断性问题的特征/122
扩大范围以拓展关系/124
总结/125

第9章 提升你的问题的价值/126
询问合适的问题/127
策略性提问是一个过程/128
情感和分析/129
状态问题/130
核心问题/132
暗示问题/134
解决问题/138
总结/141

第10章 如何获得准确的反馈/142
准确就是客观/142
你是否提出有希望的问题/143
成为坏消息的传递者/145
获取开放、真诚和准确的信息/146
使问题中性化/146
引入负面因素使问题中性化/147
情感拯救/148
谦逊的声明/150
询问尖锐的问题/151
总结/153

第三部分 提问销售法的具体运用/155
第1 1章 通过提问控制销售进程/157
销售进程的演变/158
介绍提问销售法的销售进程/159
推进销售机会/161
谁控制着销售进程/162
控制的悖论/164
战略问题怎样生效/166
总结/169

第12章 将无约电话变成温暖电话/170
没有人喜欢无约电话/171
为无约电话热身/171
销售过程缩影/172
介绍你的身份和你的公司/174
关于创造熟悉感/176
过渡到第二阶段(发现)/179
为信用缩小范围/18l
拓宽关系范围/183
向第三阶段过渡(价值定位)/185
如果潜在客户同意/188
如果潜在客户不同意/190
总结/191

第13章 找到购买决策者/192
自上而下或自下而上/193
高层电话销售的利益与风险/194
低层电话销售的利益与风险/195
多数人的战略决策/196
了解决策时每个人的角色/200
最佳的起点/203
总结/204

第14章 在销售陈述时创造价值/205
销售人员在陈述过程中面临的挑战/207
打破僵局/209
通过特征问题建立可信度/213
没有需求就没有解决方案/214
建立共同议程/215
赢得绝对性的胜利/219
结束你的销售陈述/222
进入第三阶段的入场券/224
总结/225

第15章 更快完成更多销售/226
抛开旧方式/227
希望不是一种方法/227
达成交易的五个先决条件/230
达成更多交易的四个关键点/232
总结/246
Book Abstract

第一部分 提问销售法的基本理念
第1章 提高销售成功的几率
销售正变得日益困难,潜在客户的时间越来越少,而决策者接受的销售拜访却比任何时候都多。同时,随着产品种类的迅速增长,“不”已经成了一种标准回答,大多数的销售拜访以遭遇拒绝告终。
这种情形使得销售员和销售管理者进退两难。当被拒绝的风险升高,销售的成功率就会降低。提问销售法扭转了这一趋势,它告诉销售员:提高成功率的最好方法就是降低失败的风险。
销售是一个创造性的工作——要求销售员走进自己的市场,并创造出生意机会。这意味着销售员不仅要敲开陌生人的门,还要拿起电话打给新的潜在客户。当然,初次接触后,工作重点就变成如何更进一步地发展这个机会了,包括发现客户的需求、提出有价值的解决方案、确保客户的承诺以推进销售等。听起来很简单,不是吗?
其实不然。实际上,对大多数销售员来说,获得客户宝贵的时间和关注变得越来越难了,更不用说去开发新的潜在市场了。
除了以最低的价格销售商品外,实际上你是在销售价值——能使潜在客户省钱、赚钱或者改善现状的解决方案。你的产品或服务能够解决一个问题,并不意味着客户自己能够认识到这是一个改变现状的机会。这就是为什么一定要与新潜在客户进行高效率的销售会谈的原因,你可以借此更深入地发掘他们的需求并增加你提供的价值。此时你面临的挑战就是如何使客户愿意与你进行销售对话。
我的主要销售经历是针对大客户的技术销售。这种销售面临特有的挑战,首先就是销售环境的变化非常大。一些客户的生意正在迅猛增长,而另外一些则面临衰退。不管哪种情况,决策者都肩负更多的责任,却没有更多的资源。
在规模较小的销售中,销售员拜访小企业和个人客户,情况没有太大区别。人们的工作负担越来越重,竞争对手的胃口越来越大,工作节奏越来越快。这些负面因素对我们赢得新客户都很不利,因为潜在客户无暇应对每一个销售员的拜访。
除了时间越来越少,潜在客户也变得更难以接近了。诸如电子邮件、语音信箱、传真、手机、数字化办公和互联网等新的科技手段使客户可以离开办公室,随时处理工作。从某些方面看这固然很好,但也意味着潜在客户接听你的电话的可能性更小了。
坦白说,许多客户都不愿意接听销售电话。近年来,随着经济的迅猛发展,更多商家涌现出来,客户的选择余地之广超过以往任何时候。结果,关键决策者被销售的洪流淹没,每一个销售员都是为了能从客户的预算中分得一杯羹而竞争,更重要的是赢得客户的宝贵时间和关注。
不幸的是,整个销售行业对于这些销售发展趋势没有什么反应。潜在客户和顾客对时间的安排越来越精明,而销售员则尽更大努力去接近他们。那么客户对这种强迫性的接触作何反应呢?绝大多数人会以某种方式来拒绝他们。当接到销售人员的电话时,有些客户会很不耐烦,立刻挂掉电话;另外一些客户干脆使用语音信箱或通过来电显示与销售人员保持距离,避免打扰。于是下一个打来电话的销售员总是要比上一位更加努力,还要受到客户对上一位销售员电话的一些不悦情绪的影响。
当你综合以上因素,拜访新客户的平均成功率显著下降也就不足为奇了。从其他文章也可以看到,现在对新潜在客户的平均“命中率”只有2%~5%。也就是说,每一百个销售电话中,平均每个销售员获得的成功机会很少。
这就给销售员(以及销售经理)带来了两方面的问题。首先,由于拜访新客户的成功率低,销售员发现难以找到足够的盈利机会。结果,那些勤奋的销售员不停地拜访再拜访,却收效甚微。其次,更为重要的是,当销售员知道他们被拒绝的可能性是95%~98%时,对他们来说拿起电话联系客户就变得非常困难。
Introduction

1994年8月22日,星期一,当我的妻子劳拉被确诊为癌症的时候,我们生活的梦想破灭了。乔治·策尼医生小心翼翼地告诉我们他在劳拉的臀部发现了一个葡萄粒大小的肿瘤,是淋巴瘤,我们两人受到了极大打击。
眨眼间,生活完全变了。本来我们怀着美好的美国梦,有个活蹦乱跳的女儿,我们的职业生涯也正蒸蒸日上,在郊区还有一所漂亮的房子。现在,我们面对的是化疗的挑战,劳拉可能失去活动能力,只有40%的生存希望。她的职业生涯就此终止,可能还会失去生育能力。最要命的是,策尼医生仿佛面对着上了膛的枪一样,沉重地说:“可能并不需要截肢……但还要看病情发展情况。”
除非当时你在场,否则很难想象这个消息带给我们的打击,就像被人用砖头狠狠砸了脑袋一样。劳拉痛苦的表情令人心悸,我当时则想:“这不可能!”
职业生涯的成功突然显得微不足道了,再多的销量也没有意义了。尽管多年来我一直获得“最佳销售”的称号,但那些跟我眼前的这个挑战相比显得苍白无力。这是一种绝望、无助的感觉。毕竟,当生活的所有一切都开始崩塌的时候,成功能有什么用呢?
在悲伤中度过了几天之后,生活又将我们拉回现实。我们有许多家常琐事要处理,还要养家糊口,我们两岁的女儿现在比任何时候都更加需要我们的爱和关怀。自悲自悯是毫无用处的。我们更加努力地工作——因为我们知道自己进入了一场只有一个胜利者的战斗。
劳拉进行了6个月的化疗。我继续工作,这也是一种释放,让我远离她病情的反复变化。我已不能坚持每周70小时的工作时间了,可想而知我的销售情况会是怎样。销售仍然充满激情,但已不是生活的重点。
这些不幸很大地改变了我看问题的方式。对于我的销售职业而言,似乎一个巨大的负担被抛开,面对激烈竞争时的紧张、焦虑和压力突然都消失了。在作重要演讲前不再紧张不安,不再为失控的事情而痛苦不堪。

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Seller will ship the orders within 1-2 business days. The logistics time limit is expected to be 7-15 working days. In case of customs clearance, the delivery time will be extended by 3-7 days. The final receipt date is subject to the information of the postal company.

Yami Points information

All items are excluding from any promotion or points events on Yamibuy.com

Return Policy

You may return product within 30 days upon receiving the product. Items returned must be new in it's original packing, including the original invoice for the purchase. Customer return product at their own expense.

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About the brand

Jingdong book

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About the brand

Jingdong book