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Jingdong book

训练销售冠军:世界500强公司“从接触到签单”的432条超级销售秘籍

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训练销售冠军:世界500强公司“从接触到签单”的432条超级销售秘籍

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世界全新营销译著LOGO
超级销售秘籍 易读易学易用
美国著名、国际公认的商业沟通专家戴安娜·布尔21年孕育、畅销全球作品,与您分享IBM、百事、安永、卡夫等世界财富500强公司“从接触到签单”全程销售培训课程精华:
48条自我营销技巧,有效开发客户
68条人际沟通技巧,搞定难缠客户
80条销售缔结技巧,解决10种常见难题

Content Description

《训练销售冠军:世界500强公司“从接触到签单”的432条超级销售秘籍》以与同类销售图书不同的形式满足了销售人员的实战需求,没有陷入冗长的销售理论和销售模式解读的误区,而是简单直白的列举了432条销售技巧和很好的实践方式,涵盖了销售知识的每个方面,易读、易学、易用。作者融入了从事销售和沟通咨询培训工作21年来高度成功的见解,为销售人员诠释了如下内容:
如何进行渠道、时间和业务范围管理
如何与客户进行咨询式谈话
如何准备产品或服务的销售陈述
如何应对10种常见难题,缔结销售
如何应对10种典型难缠客户
如何协商建立长期合作关系
如何与客户方企业的高管打交道
如何运用口头营销、书面营销和网络营销方式进行自我营销,创造销售机会
如何自我激励
《训练销售冠军:世界500强公司“从接触到签单”的432条超级销售秘籍》不仅适用于各行业产品销售人员,也同样会让金融、咨询、会计、律师、医疗等服务行业的专业人士受益匪浅,值得反复阅读。
目标读者
各行各业销售人员、销售培训讲师及负有销售责任的专业人士

Author Description

戴安娜·布尔 (Dianna Booher),是布尔咨询公司(Booher Consultants)的创办人和首席执行官,为IBM、百事可乐、安永、卡夫食品等财富500强公司和政府机构提供沟通培训服务(书面及口头表达、人际沟通、客户服务、销售)。
戴安娜是国际公认的商业沟通专家,《成功会议》杂志(Successful Meetings)将她评选为“21世纪的21位专业演讲家”之一,《杰出主管》(Executive Excellence)杂志将其列入 “美国100位思想领袖”名单。同时,她著有46本提升沟通能力、销售效绩、工作效率等方面的著作,先后被译成23种语言在全球出版发行。

Catalogue

这里出发,那里到达?

第一章 渠道、时间与业务范围管理
潜在客户的评估
潜在客户的研究
分配时间

第二章 咨询式谈话

第三章 准备产品和服务的销售陈述
选择容易记忆和有说服力的语言

第四章 获得承诺与缔结销售
对于价格的担忧
应对客户过早砍价问题
应对客户有需要为更为紧急的项目投入资金的问题
应对客户曾有不快经历的问题
应对风险问题
应对产品或服务存在不足的问题
应对客户对其他供应商有一定忠诚度的问题
应对客户太忙的问题
应对客户不便说出的担忧
常规指南:缔结销售
指南:挽救即将失去的生意

第五章 协商建立长期合作关系

第六章 与难缠的客户打交道
隐居型客户
敌意型客户
无权型客户
拖延型客户
暴君型客户
不胜任型客户
万事通型客户
抱怨型客户
协调型客户
自由型客户

第七章 与客户方公司的高级主管打交道

第八章 自我营销与创造销售机会
社交媒体
演讲
直邮、电子邮件、业务通讯和网页的内容撰写
人际联络

第九章 自我激励
Book Abstract

因此,任何销售人员,无论来自受欢迎的供应商还是行动迟缓的落伍者,都有可能被客户婉言谢绝。你的任务是勾起对方的好奇心,提出煽动性的问题,让客户走出停滞不前的平台期。
下面是或许对你有帮助的一些问题:
“贵公司今年取得过哪些最值得骄傲的业绩?怎样才能将产品性能再提升一截?明年贵公司各部门要怎样做才能保持同样的业绩?我们可以帮助你们……”
“您更喜欢团队合作还是个人战斗,为什么?我们的目标是一致的,我们的方案能够帮助你们……”
“冒险家和创新者在您的公司是否会得到鼓励?”如果对方的回答是肯定的,你可以这样说:“作为创新者,如果您准备用一年的时间冒险获得巨额奖励,该怎么做?我们能帮上什么忙?”
“您认为贵公司员工的积极性如何?您认为他们希望推出怎样的工作规程以及得到何种设备?他们希望解决哪些问题?我们可以帮助你们……”
“人们抱怨最多的是什么问题?”(尽量把范围缩小,从而引导谈话的方向——毕竟,你不希望客户提到无关紧要的东西)“最削弱他们积极性的东西是什么?我们可以帮助你们……”
建议72:提供免费研究资料或咨询,从“无兴趣”阶段寻找机会。
如果客户不清楚你如何能帮到他们,普通的提案是没有任何说服力的,客户不会相信自己公司存在提案中所列出的各类问题。
你需要采取其他方式促使他们通过交流认识到你能提供的帮助的价值。下述是适用于电话销售和面对面销售的三点建议:
1.向其展示研究成果或行业趋势,询问对方的意见及其对自己公司的看法。
2.提供你针对其公司所做的研究数据与反馈资料,提出改进建议。
3.提供免费帮助,例如咨询、试用或者测试版产品的性能评估,取得对方的信任。
如果上述三条都没有起到作用,不妨思考一下你能提供的资料哪些对他们来说是独特的,例如信誉、时间与价值等方面。
建议73:通过询问具体问题来设立目标和拓展视野。
什么问题必须改变、改进或者解决?有关需求的具体问题能够让客户着眼未来,有时还可以拓展视野。例如,“您认为自动化仓储系统能否有效减少客户针对发货不及时的投诉?”“您觉得客户对新的付款方式会有什么反应——如‘信用卡支付’?”“您是否考虑过把区域分公司的维护与工程设计业务外包出去?”“如果我们能够减少一部分此类常规风险,减轻贵公司的营销负担,让你们把创造力发挥到新产品的开发上,您认为到下一季度这一新产品会给贵公司带来多少收益?”
提出的问题应该促使对方积极思考,让他们兴奋不已。
建议74:针对高成本的现状提出试探性的问题。
通过试探性提问让客户认识到他们的现状以及未满足的需求消耗了他们多少成本。
例如,“我知道贵公司在从仓库发货时有大约15%的失误率,将货物返回仓库会让你们付出多少成本?”
……
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