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Jingdong book

电话和网络销售技巧

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电话和网络销售技巧

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《电话和网络销售技巧》销售2.0时代的销售宝典,道破销售本质,直击销售核心。
《电话和网络销售技巧》向读者展示了一个循序渐进的销售流程,适合所有销售人员参考学习使用。
《电话和网络销售技巧》美国管理协会销售经典之作。

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Content Description

《电话和网络销售技巧》展示了一个循序渐进的销售流程以帮助你:直击“销售的障碍和弊端”——一旦掌握,终身受益!学会“精彩地表演”,以此深深地吸引客户的关注!提出能够真实反映客户需要的点!摆脱不甚相关的人,直接与决策者和有实力的客户取得联系!花更多的时间,做自己做得较好的事情——销售!把危机转化为机遇,成功销售!

Author Description

(美)乔西安·费根,Tele Smart通讯公司总裁和创始人。Tele Smart通讯公司是一家在全球范围内专门从事销售技巧培训的公司。乔西安,费根也是著名的“小隔间办公室”(Cubicle Chronicles)的博主,其文章多次在《销售的力量》《电话呼叫中心》杂志和其他专业杂志上刊登发表。目前,费根女士生活在美国洛杉矶。
Comments

★《电话和网络销售技巧》为销售经理提供综合性指导,要知道,他们需要特定的方法打破销售对象的内部堡垒,发现和利用有用信息,以确保每次电话和网络联系都能实现其价值。
——[美] 格哈德·格斯瓦德特,《销售的力量》杂志出版商

★书中这样机智的策略,我闻所未闻。这本书真像春天里的“及时雨”。乔西安?费根相信书中的销售技巧适应了今天复杂而又变幻莫测的商业环境。
——[美]麦克·斯默克罗,服务协会会长、CEO

★费根声明她能够掌握销售的现象和本质。在《电话和网络销售技巧》这本书中,她为21世纪的销售人员提供了锦囊妙计,并断言抓住时间是获取成功不可或缺的一部分。费根为“小隔间的勇士们”提供全新的妙计和工具以便能非常有效地联系上时间宝贵、要事
缠身而又难以接近的决策者,帮助他们获取更多机遇,快速拿到订单。
——[美]大卫·斯奥普森,天才网合作创始人、董事长,销售2.0会议创始人

★在今天复杂的销售环境下,想妻获得成功,仅依靠努力地工作是不够的。你需要巧妙地、智慧地工作;你需要《电话和网络销售技巧》这本书。无论你面临什么样的销售挑战,这本书都会帮你排除重重困难,完成销售任务。
——[美]C.J.海登,《现在赢得客户》作者
Catalogue

序言--吉尔·康耐斯
鸣谢
前言我仅仅用了4分钟!
本书导读
第一章 时间管理:工作动态控制
内部销售就是关于时间的销售
销售时间紧缺
疏于控制花费的时间
使用超负荷的销售2.
时间少导致更多的工作瘫痪
呼叫活动瘫痪
电子邮件瘫痪
重要信息瘫痪
引导管理瘫痪
认证瘫痪
工具瘫痪
优先权瘫痪
权力瘫痪
渠道瘫痪
计划瘫痪
在被动的环境下主动出击
两种态度:主动和被动
你是主动工作还是被动工作
调整工作动态
重新安排优先次序:学会说“不”
审核计划
审核电话控制:安排打电话时间
电子邮件控制:建立电子邮件模板库
信息控制:确定打电话的目标并赢得承诺
销售工具的掌控
销售渠道的掌控
线索质量的掌控:快速贯穿销售漏斗
打电话的时间管理技巧
时间管理策略

第二章 介绍:用简洁有力的语言销售
瞬间的真实介绍
销售2.0独特优势:规避市场风险的销售
无约电话:死穴还是生机
如果采用正确的方法,无约电话会发挥作用
不要把没有做好准备当做借口
销售2.0重新评估介绍
直接拨打电话
多次联系规则
珠联璧合的两种方法:语言邮箱+电子邮箱
电子邮箱控制
好的主题会引起客户的反应
好的电子邮件要开门见山并发送客户需要的信息
介绍的策略

第三章 探索:避免与没有实权的客户联系
探索你的方法达成真正的交易
探索的基础
探索的本质要素
在销售2.0的环境下,有实权客户的作用
权力是无形的
权力是会转移的
权力是会隐藏的
走出无实权人的误区
分辨没有实权的人
无实权人的十大标识
采用2x2组织结构的规则搜索没有实权的人
判断出没有实权的人
喜欢与没有实权人联系的原因
当你与没有实权的人联系太久,
没有实权的人一定会满足自己的虚荣心
警惕没有实权人的“同伙”
跟没有实权的人说“再见”
寻找真正的目标客户
探索的策略

第四章 提问:建立信任,一次解决一个难题
提问能够揭开需求、引导销售、控制电话
销售2.0的实质
质量与数量的比较:不同点是什么
你不再浪费打电话的时间
提问的四个部分
策略和规划:智慧销售的资质标准
当前的环境
商业需求
决策流程
决策标准
竞争
时间安排
预算
下一步策略
构建问题
风格:提问的方法
不恰当问题的提问风格
好问题的提问风格
提问的次序:环环相扣地提出问题
提问的策略

第五章 聆听:让假设和怀疑静静走开
聆听真实的部分
销售2.0的聆听:我现在没有时间
为什么客户有时候拒绝听你的电话
为什么销售人员不喜欢聆听
聆听模式改变了
走出“自我销售的乌托邦”
聆听的局限性
挖掘客户的“病痛”
积极地聆听
阐释
问精确的问题
从对方的口中抓住线索
聆听时无须假设
销售的直觉
短暂的沉默会变得温馨
用笔记捕捉信息
你就如同你的笔记
信息综合
聆听的策略

第六章 联系:向有实力的客户做推销
与主要决策人取得联系
为什么销售人员不与决策人联系
拨打电话高成功率的联系技巧
销售2.0:重新确定有实力的客户
权威与影响力的对决
联系有影响力的人
怎样区分有实力的客户
使用组织结构图,发现有权力的潜在客户
通过电话识别有权力的客户
联系有影响力的行政秘书
抓住重要信息
被接受还是被拒绝
贯穿销售周期划分有实力的客户
早期销售周期:他们会快速地采取行动
中期销售周期:他们指导你加入他们的团队
后期销售周期:他们会遵守承诺
同意你的要求!现在怎么办?
融入他们的世界
组织结构图:突显有实力的客户
清晰地掌握重要信息,满足有实力的客户需要
学会对不同级别的客户使用不同的语言
主动接近:你值得与有实力的客户通话
权力游戏
给自己权力
联系的策略

第七章 产品演示:表现自我的时刻!
严肃地进行产品演示
……
第八章 应对拒绝:让拒绝尽管来吧!
第九章 成交:踏过荆棘,赢得承诺
第十章 建立合作伙伴关系:有意识的合作
合作的策略
后记
Book Abstract

1.记住:时间控制与时间分配管理有直接的关系。学会利用时间能够带来你最佳优势。2.销售2.O的负荷使内部销售人员感觉更加身心疲惫,他们抱怨没有时间,在数据、市场需求和最终期限面前不堪重负。
3.时间瘫痪源于他人的打扰和自己精力的不集中,这会为工作带来巨大损失。它常常出现在工作中,包括电话、电子邮件、手机短信、领导的管理、工具、次序安排、渠道开发和制订计划方面的瘫痪。
4.如果能够很好地识别主动工作和被动工作——对被动工作说“不”,会帮助我们赢得时间,游刃有余地工作。当我们建立策略和战略计划,帮助我们优化自己的销售业务,有趣的工作开始了。
5.在一周内务必要设定拨打重要电话的时间次数,会增强销售的态势,这就创造了新的机遇,保证了销售业绩。更强有力的电话和电子邮件管理会让你的销售量遥遥领先,并会形成一个良性循环模式。
6.对客户要有足够的信心,那么在每一次的电话通话中,你会收获更多,记住一定在挂电话之前赢得客户的承诺。与潜在客户长期保持联系,通话时与客户在你将做的事情和他们将做的事情之间达成一致,每次通话都要为下一次电话作好铺垫。
7.你的新口头禅是:“学会使用销售工具,学会使用销售工具,学会使用销售工具。”但是不要忘记要有所选择,不求多而求精,不要泛泛地学习很多工具,那只会学而不精。特别重要的是:“一定要掌握客户关系管理工具和远程电子邮件。”
8.为建立一个健康的销售漏斗要选择销售的发展方向。每周都要调整你的销售渠道计划,而不是发现问题再解决问题,在“火烧眉毛”的时刻,不会作出最佳的选择。
……
Introduction

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