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Jingdong book

销售中的情感共鸣

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Jingdong book

销售中的情感共鸣

Name: 销售中的情感共鸣
Brand: Jingdong book
SKU: 3102020011
Price: 26.18 USD
Availability: OutOfStock

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1.美国推销大王乔·坎多尔福曾说过：“推销工作98%是感情工作，2%是对产品的了解”。

2.情感，让产品有了附加值，也让用户对价格失去了抵抗力。只要能和消费者产生共鸣，你就能把任何东西卖给任何人！

3.如何准确捕捉客户的情感驱动？如何对客户情感进行准确的定位和有分寸的“切入”？如何对客户展开有技巧的情感沟通，使客户持续不断地感受心灵的冲击？

4.德国TOP5销售课程！美国宝洁、纽约人寿、德国奔驰等公司员工评选出的“对自己帮助极大的销售课程”

Content Description

今天，仍有超过90%的销售员只把客户看成买东西的人，他们眼里只有订单，心里从未装进客户——

?自顾自做“产品介绍”；

?想当然模仿前人的成交套路；

?一味用“让利”勾引客户。

这样的销售动作拙劣而低效，他们无法赢得客户的忠诚，他们的业绩总是在末尾徘徊！

相反，高明的销售员都深信：客户都是有情感的，他们有自己的好恶，有不同的情感驱动；要赢得订单，首先必须关怀客户、和客户产生情感——

?销售不在于实现销售人员的目标，而在于实现客户的目标；

?你不是在做销售，而是在帮助人们进行购买；

?要注重销售过程，而不是销售结果。

现在，是时候将那些旧观念扔进垃圾箱的时候了，本书将帮助销售员准确捕捉客户的情感驱动，与其培养情感，更快地完成更多销售任务。

Author Description

【德】拉尔斯·舍费尔

德国演说家、培训师和“情感销售”专家。从事销售工作15年。2004年成为自雇销售和交际培训师，专门研究“通过情感销售获得客户忠诚”这一主题。

Catalogue

第一章

销售中的情感共鸣：重要的是他们，而不是你

005 什么是情感？情感有什么作用？

008 什么是情感销售？什么不是情感销售？

014 “华丽之都托斯卡纳如何来到德国小城万讷埃克尔？”

—脑心公式

016 最重要的7 个步骤

第二章

做你自己：真心才能换来真情

017 检视“真正的我”与“虚假的我”

024 性格测试是销售利器吗？

027 如何了解自己的表现

032 怎样才能知道某个人是否真实？

036 最重要的7 个步骤

第三章

同理心：顾客到底在对你说什么？

039 提问

050 用心倾听

059 最重要的7 个步骤

第四章

攻心说服：灵活对待不同顾客

061 身体语言要有适应性

064 让语言增加你的说服力

086 最重要的7 个步骤

第五章

开场白：如何开始一场谈话？

089 如何务实而有针对性地招呼顾客

098 怎样有创造性地与顾客进行攀谈

102 销售代表有哪些要注意的事项

107 最重要的7 个步骤

第六章

富有情感地介绍产品用途：对你的一般论据进行补充

110 产品用途的一般性阐释

114 情感在产品用途中的作用

122 如何运用情感对库存商品进行销售

131 最重要的7 个步骤

第七章

做一场富有情感的“电梯演讲”：“华丽之都托斯卡

纳到底是如何来到德国小城万讷埃克尔的？”

134 电梯演讲应该是什么样的？

139 我们自己如何做一次电梯演讲？

144 “你到底是从事什么工作的？”—情感性的电梯演讲

151 最重要的7 个步骤

第八章

销售中的幽默：要真实、细心与灵活

155 在销售中幽默怎样才会发挥作用？怎样不会起作用？

161 如何让幽默为你加分

174 如何用幽默应对顾客的意见与投诉

177 最重要的7 个步骤

第九章

当场就签单：你应该这样结束一次推销

181 发挥交易策略的作用

190 末尾的几句话举足轻重

193 最重要的7 个步骤

195 写在末尾的几句话

199 关于作者

Book Abstract

第三章同理心：顾客到底在对你说什么？

在外出旅行时，你有没有过这样的经历：半夜醒来，你要去上洗手间。但为了不打扰到房间里其他人，所以，你并没有开灯？在漆黑的房间里，你是不是双手摸索着墙壁缓慢前进？等等，旅行箱是不是放在这里？哎唷，你一不小心撞到了床沿……如果是在自己家里，你可能会驾轻就熟一些，但到了一个陌生的房间，当几乎伸手不见五指的时候，难度肯定大得多。因此，在这样的环境里，你肯定要更加细致小心才是。

当你与一名客户初次见面时，情况也很类似。你对客户一无所知，因此，你也并不知道在与他交流时哪里会出问题。在很多情况下，销售人员功亏一篑就在于，他并没有意识到，客户正在关注别的事情，对自己所说的话并不感兴趣。然后，看似进展顺利的过程仿佛突然之间变得艰难起来。所以说，作为一名销售人员，你不仅要保持真实，同时还要足够细心。

请留意顾客的口头语言与身体语言所发出的信号。他对你说了什么？他所说的话背后有没有什么别的深意？他说的话对你产生了什么影响？顾客的身体行为是开放式的、对你有所指向的，还是更加封闭一些、对你有排斥性？这可能（并不是一定）是一个表示拒绝的信号，或者表示对于你所说的话顾客想要一点时间自己考虑一下。注意他的表情，他是一直在微笑呢，还是突然之间变得严肃起来？同时，还要留意他的语速（是快速的，还是缓慢、深思熟虑的？），他的遣词造句（是咬文嚼字，还是通俗的表达？）以及他和你相处时的方式：是比较放松、幽默的类型，还是比较客观、严肃？

有些人比较容易注意到这些现象，而对于有些人来说，却是一件比较困难的事情。

花20分钟时间，去森林散散步。请留意：有意识地观察看到的树木（它们的外观是怎样的？）森林里的道路、你遇到的路人、听到的响声等等。你会发现这件事会让你变得十分紧张，因为在平时，我们并没有如此长时间地对我们周围的环境保持关注。当你回到家后，在纸上记录下你注意到的事情，你会发现，一次小小的散步会有如此大的收获。

请通过上面这种方式来训练自己的细心。只有细心，在和顾客进行交谈的时候，才能在领会他们的情感冲动时不至于太费力气。会面过后，记一下笔记也非常有意义。你不仅要知道顾客说了什么，还要知道他们是怎样说的。这种方法还有一个额外的作用，就是你可以一目了然地知道，要想给出一个令顾客满意的报价，你还缺少哪些信息。

提问

设想一下，你是一名螺丝贸易公司的销售员。一位客户打来电话，想要订购螺丝。他会不会第一时间告诉你，他需要M6规格的轻金属自攻螺丝，数量为50000个，交货日期由你来定？答案是否定的。有些信息会缺失，导致你无法向客户进行报价，或者无法保证正确无误地交货。

你曾经什么问题都没问就卖出一部智能手机吗？或者一辆汽车？或者一台堆肥设备？说到这里，每个人都会恍然大悟—为了向顾客提出合适的产品建议，或者是为了直接向顾客销售出合适的产品，销售人员必须懂得提问。遗憾的是，在现实生活中，问题仍然提得少之又少。

■销售如机器等产品时，提问十分重要，只有这样才能保

证不出差错。

■销售如衣服等产品时，提问十分重要，只有这样才能适

合相应的场合。

提问的重要之处在于，帮助你了解顾客的心理，知道是什么在驱动着他，以及他真正需要满足的需求是什么。

除此以外，提问还有另外一个非常重要的作用：如果你通过提问的方式对顾客的需求进行了详细的了解，大约有三分之一的投诉可以被提前避免。对于你来说，意义不言而喻：你向顾客询问的事情越多，对于他的需求了解越充分，事后需要你“收拾局面”的机会也越少，你不用焦头烂额地处理顾客的投诉，也不用费尽心思重新赢得他们的信任。

……

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Jingdong book

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