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Jingdong book

销售人的情商课：用感染力实现客户的成功转化率

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Jingdong book

销售人的情商课：用感染力实现客户的成功转化率

Name: 销售人的情商课：用感染力实现客户的成功转化率
Brand: Jingdong book
SKU: 3102004561
Price: 31.31 USD
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美国销售培训大师、专业演说家大卫·里奇将25年的销售实践、50万人的*球培训经验总结、汇集成此书，让每一个热爱销售的人成为高情商的卓越销售人。世界500强公司广泛使用的销售情商课。如今，情商比能力更重要，情商将决定你的销售智商与成败。从销售准备、客户拜访、销售展示、价格谈判、危机关系、签约成单到*后的客户维护，每一步都需要运用情商的智慧。高超的销售技巧和优质的服务可能只会帮你将销售机会转变为客户购买，但无法帮你培养**、忠诚的客户关系，只有高情商和感染力才能让你立于不败之地，成为卓越的销售人！

Content Description

一种让你真正抓住客户、维护客户的实用方法，如何吸引客户并通过自身感染力与他们建立真正的关系。消费者时代来临，优质的服务和高超的销售技巧仅仅是你获得竞争资格的**保证，只能确保你不被淘汰出局，但绝不意味着你可以赢得此局。只有高情商和感染力才能让你立于不败之地，成为卓越的销售人。本书将教会销售如何抓住每一个客户，甚至是*难相处的客户，并通过感染力建立牢固的客户关系。通过本书，你将学会：·如何让客户对你一见如故；·如何用身体语言及语音语调迅速建立关系；·如何推销自己，而不是自吹自擂；·如何从诱导购买到培养关系，成为**客户。美国销售培训大师、专业演说家大卫·里奇总结25年销售与培训经验，教你如何培养情商，追求销售的*高境界，做一名高情商的销售人。

Author Description

大卫·里奇，Rich Ideas公司的创始人和总裁。这是一家致力于启发人们变得更具“感染力”的演说和培训公司。大卫·里奇从事此项工作已超过25年，培训过的销售人员超过50万。里奇被称为“美国**风度的演说家”，在美国是说服力、动力和创造个人与企业的感染力方面的领军人物之一。世界上被授予专业演讲人员资格证书的演说家不到500个，而他就是其中这一，这是在演讲行业能够获得的**荣誉。

Catalogue

01 时过境迁，销售拼的不再是技能而是情商/001
02 像追求浪漫爱情一样去做销售/015
03 让陌生拜访不再陌生/031
04 如何让你变得富有感染力/051
05 重燃寻找对新事物的好奇心/069
06 进行一场有感染力的销售展示/087
07 善用价格谈判中的情商智慧/107
08 销售永无终点：从吸引客户到培养关系/133
09 在危机之中培养关系/151
10 成功客户关系中的DNA：感染力/171
后记做一个情商高的卓越销售人/187
译者后记/193

Book Abstract

消费者时代的到来
当我在30多年前开始做销售的时候,情况和现在完全不一样。当然,销售的基本内容几乎没有什么变化。我认为,做一个好的倾听者、询问有价值的问题、做有效的展示以及争取相关业务这些基本内容将会一直保持不变。它们还会和以往一样重要。然而,在过去的30年里,销售和关系构建方面发生的微妙变化已经大大改变了这场游戏的规则,而其中最大的变化就是建立和维持忠诚的关系变得更加困难了。
随着我们所处的世界的不断变化,销售方式也在发生日新月异的变化。当今的经济和商业世界与罗纳德·里根总统在位时相比简直是天差地别。如今资源更珍贵了,财政预算也更紧张了,各商家的运作也更精简、更吝啬了。在全球经济中,我们所生活的世界正在变得越来越小。口碑无论好坏,都比以往传播得更远、更快了,竞争更加激烈了,客户的选择也更多了,各商家也变得更聪明了。然而,商业世界中最大的变化是客户的变化! 客户比以前更愤世嫉俗、更多疑,也更精明了,而且他们可以获得的信息比以往任何时候都多。所有这一切都导致了客户忠诚度急剧下降。当今,所有行业的客户忠诚度都处在历史上最低点。与此同时,客户期望值却在不断飙升。毋庸置疑,商业历史上的这段时期将会被人们称为“消费者时代”。让我解释一下我们是如何得出这个结论的。
两个主要因素导致了消费者时代的崛起。第一,消费者选择面的急剧扩大。根据美国统计局的数据,1992年时只有不到1150万户的商家上报了工资税。但截至2008年,这个数字已经上升到1650多万,而且这个数字并不包括那些没有工资税的互联网风险投资以及各网商。在我现在居住的美国南部小镇,方圆5英里之内至少有18家银行、6家主要的杂货店(不包括便利店)、8家干洗店,还有数百家可以就餐的地方。所有这些都存在于一个人口不足18000人的镇上! 我甚至不能想象,如果是在大城市,这些数字会会是怎样的。当然,这还没有把每天都在不断增加的不计其数的网店选择包括在内。由此可见,镇上只有一个商人的时代早已结束了。消费者拥有他们之前从未有过的选择,这也提升了客户的期望值。如果一个地方满足不了他们的需求,他们知道他们还有很多其他的选择。
第二,也是更重要的一个因素,那就是科技的高速发展。商家数量急剧上升的一个原因在于现代企业的营销比以往更容易了。在过去,一个商家必须拥有一个门面,或许还要在当地报纸上刊登一两则广告,然后等待口碑扩散。而今,甚至在门店开张前,营销就已先行,口碑也以前所未有的速度在市场上传播。同时,科技的应用也对客户关系的建立产生了深刻的影响。30年前,商人必须依赖他们的销售代表获取信息,各商家也指望那些帮他们出售货物和服务的人,销售代表因此也就成了大家庭中的一分子。
当我还是一个小男孩的时候,我们家和我们的理发师、银行家、牙医、送奶工(没错,我说的就是送奶工)以及其他很多卖给我们商品的人关系都很密切。当下,即便在最理想的情况下,这些关系都是十分脆弱的。我们中的大部分人甚至不知道我们银行分行经理的名字,更别提与他建立密切关系了。科技已经取代了人们建立许多关系的必要性。当下,每位商人只需通过网络、电话、传真、电子邮件、或者甚至是短信就可开展业务。销售代表漫步到客户的公司去获取订单、侃大山的时代即将不复存在。
……
我是在1982年开始销售黄页电话薄的,短短四年时间,我就创建了自己的演讲和培训公司。那时,向客户提供良好的服务、展示对所销售产品的专业知识就可以让客户真正满意。汤姆·皮特(TomPeter)1982年所著的最畅销书《追求卓越》(InSearchofExcellence)讲述了为何卓越是商业成功的关键。如果我们向客户承诺我们会提供卓越的服务,他们会向我们提供订单作为回报,并承诺永远忠诚于我们。当然,现在的情况并非如此。达到卓越已经远远不够了,客户也不再是仅通过承诺便可获得的。现在,即使具备一些卓越的服务、精湛的产品知识以及高超的销售能力,也已经越来越难以让客户满意了。因为这正是现在的客户所期待的。他们期待卓越的服务,如果你提供优质的服务,他们并不会感到特别满意,因为毕竟这是他们所期待和要求之中的事。而且,假若你不能迎合他们的期待,他们知道还有其他人可以做到。
如果你们当中有人打扑克的话,这儿有一个很好的类比。优质的服务和高超的销售技巧只能被看作是留在局中的赌注。这并不意味着你可以赢得此局,仅仅只能确保你不被淘汰出局。优质的服务和销售技巧仅是赢得竞争资格的最低保证。即便它们依然非常重要,但是它们本身不会再给你带来任何竞争优势。如果你不增加局中的赌注,那么你成功的可能性将会非常低。卓越的服务已不再是要达到的高远目
标,而仅是获得机会的一个基本前提。境况和以往已经完全不同,过去可以促使人们成功的因素,在当下竞争白炽化的环境下已经远远不够。成功的门槛已经被提升到了一个前所未有的水平。
因此,依照逻辑,我们很自然就会遇到下一个问题:如果卓越的服务已远远不够,那么还有什么比卓越的服务更好的呢? 我认为,这个问题的答案是:要具有感染力。我知道在商业背景下使用感染力一词很奇怪,但我相信大家都明白我在谈论的是什么。我们都认识这样一些人:在生活中的某个特别时刻,我们曾被他们深深吸引。我们无法解释这是为什么或者我们是怎样被他们吸引的,但是我们知道我们喜欢待在他们身边。
比卓越更重要的是具有感染力
具有感染力并不是说要长得特别标致,或者能够挣到最多的钱,亦或者非常善于交谈,而是要与人们建立更深层次的关系,这些关系的建立通常是无意识的,而且很难说清。它可以在转瞬之间发生,也可能会需要数年的时间去培养。有些人已经建立了这些关系,而其他人则要学着去开发这些关系。无论如何,这都是当下做生意唯一最重要的因素。个体销售人员、客服人员、一线的员工、经理和领导都同样需
要具备感染力。任何与另一个人有联系的人都需要理解具备感染力的动态因素。对各商家而言也是如此。如同人可以具有感染力一样,商业机构也同样可以。我们将会在第10章对这种感染力予以探讨。具有感染力对任何一个人都很重要,但其对于任何一个为谋生而从事销售、与人打交道的人来说却是绝对必要的。销售的基本原则可能是一成不变的,所有人也都能掌握,但是如果你不理解与销售相关的一切是如何发生剧烈变化的,这些原则将不会有任何意义。卓越的销售人员与普通销售人员的区别就在于他们理解当下这种全新的商业环境并可以将销售原则应用到与客户的沟通中。
……

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