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增值销售:从价格战中突围,用价值真正赢得客户

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“如果不降价,我害怕客户真的不买了。”“我卖的产品好像确实没有竞争对手的好。”“我不太会说话,总得罪客户。”“老板说要用价值取胜,可突然又让我廉价多销。”
面对以上几种销售困惑,著名销售大师、“增值销售”之父汤姆•赖利在《增值销售》中首次传授“增加价值,而非成本;销售价值,而非价格”的全新销售理念。书中详述增值销售中11大销售策略、5大销售战术,帮助你从容应对销售过程中可能出现的任何问题,摆脱价格战恶性竞争,掀起增值销售革命!
Author Description

汤姆•赖利(Tom Reilly)
著名销售大师、“增值销售”理论创立者、汤姆•赖利公司总裁及创始人。《工业销售》杂志专栏作家、《价格谈判》、《增值销售管理》等多部畅销书作者。
自1981年开始从事销售培训,在全球为10万多位销售人员和销售主管传授增值销售哲学。客户包括各大知名公司,如苹果、AT&T、埃克森美孚、沃尔沃、IBM、美敦力公司、哈雷戴维森等。
Catalogue

前言 增值销售追求双赢
第一部分 增值销售:增加价值而非成本,销售价值而非价格
增值销售追求双赢,交易双方必须是平等的。以客户为中心并不意味着忽略自身的利益。我们希望将自己最好的产品或服务呈献给客户,并从客户那里收获同等的价值。
01 具有增值观念的组织
02 增值销售哲学
03 关键购买路径:客户到底在想些什么
04 增值销售流程:随关键购买路径的变化而变化
05 客户信息传递:如何向客户传递你增加的价值

第二部分 增值销售的11大策略
增值销售策略就好比城市的规划蓝图,为你的销售排兵布阵。策略指引你“如何销售增加价值”,在现实与梦想之间搭建一座桥梁。
06 确立目标:选择高价值目标客户
07 目标渗透:深入了解目标客户
08 客户化:由客户定义价值
09 定位:塑造形象以提高客户预期
10 差异化:坚持独特销售主张
11 展示:最大化展示产品价值
12 后勤支持:从进攻型销售向保卫型销售转变
13 建立关系:亲近中保持足够的专业距离
14 修补:竭尽所能维持现有业务
15 价值巩固:与客户回顾增加的价值
16 借力:借助杠杆作用最大化地开发现有客户潜力

第三部分 增值销售5大战术
增值销售战术侧重于信息交换阶段,即确定客户需求和展示客户导向型解决方案,这便是客户导向型增值销售的最好体现。
17 战术1:陌生拜访,变潜在客户为准客户
18 战术2:事先预约,获得拜访认可
19 战术3:拜访准备,仔细做好前期工作
20 战术4—1:强有力的开场白
21 战术4—2:开放式问题深入分析客户需求
22 战术4—3:根据需求呈现解决方案
23 战术4—4:试探客户意见以争取客户承诺
24 战术4—5:积极回应客户异议
25 战术5:拜访回顾,汲取经验教训并跟进承诺
结语 坚守增值销售之路
附录一 坚守增值销售之路
附录二 坚守增值销售之路
附录三 坚守增值销售之路
译者后记
Book Abstract

第2章 增值销售哲学
彼得•艾伦(Peter Allen)曾在他的歌中唱到“重焕生机”,用这句歌词作为本章的开场白最为恰当不过。增值销售是一种不断变化的哲学,当你阅读本书时,增值销售的策略和战术也在不断发展。不过,即便它的外在形式不断推陈出新,增值销售的本质仍旧不变。本章将为你介绍增值销售哲学,并将其最深层次的原理呈现给大家。
价值的定义
价值有两个要素:得与失。这种产出和成果之间的关系才是衡量价值的真正量度。客户对于价值的衡量体现在这个问题上:“我所取得的产品或服务与所放弃的时间、金钱和精力之间是否对等?”在增值销售中,客户付出价格,收获价值。
平等是理解价值的重要因素。如果收获等于付出,则物有所值;如果收获高于付出,则物超所值。相对价值是人们决策的基础,衡量得失,从而确定价值的多寡。在增值销售中,对价值的考量较为特殊,表现在以下几点:
价值的大小由客户说了算。客户感知到的价值才是有意义的。更确切地说,只有客户认识到交易是平等的,才会转变为他眼中的价值。你无法知晓价值的真正意义,除非客户亲口将他所感知到的价值告诉你。如果想知道他人所真正看重的东西,只要观察他为取得一样东西愿意付出怎样的代价。
价值大于价格。价值是一种成果,一种投资回报。只有先投资,才能得到回报。你销售的方案能够产生收益,因此它的价值高于获取它所要付出的价格。紧紧抓住价格不放的客户必须学会从投资回报的角度看待交易,否则他们的思维会错误地局限于产出,而不是成果。
价值是长期的,除非你销售的是贵重金属、宝石或收藏品。通常而言,价值在于利用产品或服务能够做到什么,而不是产品或服务本身的价值。黄金、钻石或收藏品的价值是个例外,人们看中的便是其本身的价值。如果你长期关注价值,就能够找到价值的方程式,并向客户阐述你为客户所做的一切,以及这对于客户的影响。
感知价值是指对事物的感觉。主要体现在感官方面:事物的样子、声音、触觉、气味和味道。性能价值是指产品、服务或公司能为客户做到什么。感知价值能够满足客户的预期,而性能价值则会影响客户的满意度。
你如何定义价值
你如何定义价值?在你的定义中,价值是从你流向客户,还是由客户流向你? 换言之,你是以客户为中心,还是以自身为中心?增值销售人员会从客户的视角定义价值。
◆ 以客户价值为导向
客户导向价值是指从客户的角度看待你所销售的东西。你要将你提供的价值看作“客户得到的价值”,而不仅仅是“为客户增加的价值”。你处理问题的方式要与客户的处理方式保持一致,这关系到他们的需求、金钱和生活方式。在销售中,主体应该是客户,而不是销售人员。以客户为导向的销售人员会这样说:“为什么我们不能销售客户希望购买的产品?”以自身为导向的销售人员便会反驳道:“为什么客户不能购买我们希望销售的产品?”对于这两种销售人员,你更想买谁的产品呢?
◆ 以自身价值为导向
传统的销售人员是从自身出发定义和销售价值。有些销售人员会有这种“主观性”的心态,“如果我们销售这种产品,客户肯定会购买”或“如果我们不销售这种产品,就表明客户不需要这种产品”。这种以自身为中心的经营方式让我想起已 经去世的亨利•福特的一句名言:“顾客可以将这辆车漆成任何他所愿意的颜色,只要它保持它的黑色。”
以自身为导向的销售人员都很自大:“我们销售人员知道客户最需要什么。”放到公司层面上,他们可能会遵循经营方面的那条金科玉律:“你希望别人如何对待你, 你就要如何对待别人”。这听上去颇为悦耳,但归根结底,决定如何对待客户的仍然是销售人员本身,这就是以自身为导向的思维方式。“我们按照客户希望被对待方式对待客户。”这样说更为恰当。
这种以自身为导向的态度可能会转化的这种形式:“我们一视同仁”。当然,这表面上听起来还不错。毕竟,不偏不倚地对待每个人是很公平且民主的方式。但我们完全可以肯定的是,这样做纯粹是为了销售人员自己方便,而不是关心客户。我们可以这样解读这句话“我们对待所有的人都是相同的,没有人享受特殊待遇”。这其中隐含的意思是“我们不会花心思为你提供定制化服务,或者考虑你是否有特殊的需求”。你可以想象客户如何理解这种“没有特殊待遇”的态度。
增值销售的基本原理之一是,如果你从客户的角度出发定义和销售价值,客户会出更高的价钱,但如果你是从自身的角度出发,那价格肯定会大打折扣。
增值销售的关键要素
增值销售是一种经营哲学,它主动寻求方法增进或扩展你为客户准备的捆绑解决方案。增值销售是在做出许多承诺的基础上,给予客户更多,并不断寻找途径为 客户创造有意义的价值,从而超出客户的预期。这个定义的关键词是哲学、主动,以及捆绑式解决方案。
增值销售是一种哲学,它不仅仅是你手中的这本书、讲台上的那个演讲者、你参加的一次研讨会、你所浏览的一个网站或你今年为自己定下的一个销售主题。你必须从内心最深处接纳增值销售,并将之作为经营的宗旨。它是你进入市场的策略, 激励你凡事追求卓越,从而获得最大的成就。
增值销售关乎主动性,你要在价格成为问题前就做出努力。你要尽可能地为交易注入价值,从而将价格的影响程度降至最低。你不能等到客户以价格为由拒绝交易时,才把目光投向增值销售。

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