光靠 "独特卖点" 是不够的
What Do Customers Expect from Sales People? 客户对销售员有什么期望？
• Be personally accountable for customers’ results 为客户的绩效承担个人责任
• Understand customers’ business 了解客户的商 务模式
• Reliability 可靠性
– Competitor provides Reliable performance in
day-to-day operations
竞争对手在日常
的操作中能提供可靠的效益
– Safety may be compromised if there's an
accident
How to Lure Your Competitors' Key Accounts and Make Them Buy from You Instead? 如何引开你竞争对手的大客户并使 他们转而跟你购买？
Some Common Responses when We
Approach Prospective Customers 潜在客户做出积极的反应
– But their sales people only drops by when
they are taking sales orders
但是他们
的销售人员只是在快要续单时才前来拜访
• Resourcefulness 出谋划策
– Customer has yet to upgrade since they deem too expensive 客户针对升级其制造设备觉得太 昂贵了
• Proactively provide advice for customers 客户提出建议
主动为
• Suggest the right solutions that solve customers’ problems 提出能解决客户困惑的有效方案
• Be easily accessible 客户能随时联系上
• They seek to build a relationship with no agenda first, rather than aiming the customers' pockets everytime 他们在初 期与客户建立关系的时侯不期待任何销售结 果，而是围绕顾客自身的情况开始谈话
– Such problems and your suggested solutions can
then be documented and be presented to relevant
people in charge
这些问题以及你所建议的解
决方案可以记录下来并交给客户的相关负责人手上
Your R4 in Response to Lure the Customer 你所能够引诱客户的R4
• "What you are offering is good, but I'm quite happy with what I have now" , etc. "你所提供的产品及服 务都很好，但是我很满意我现在的 供应商"
What are Unique Selling Propositions? 什么是“独特卖点”?
• Relationship 交情与关系
– Leverage your Resourcefulness, Responsiveness and Reliability to build winning Relationships 通过 你的出谋划策、积极态度以及可靠性增强你与客户 的各层关系与交情
The Influencers of Complex Sales 复杂销售情况的影响者
• The Decision Maker 决策者 • The Fault Finder 挑毛病者 • The Gatekeeper 挡门者 • The User 使用者 • The Sherpa/ Guide 引路者
Exercise: Mapping Out Each
Influencer 练习：理出每个影响者
Imperil Any
Price vs. Value 价格 vs. 价值
What is the Value of Water? 水 值多少钱？
What do Your Customers Value? 你的客户会珍惜什么价值呢？
A Value is NOT a Real Value UNLESS the Customer Wants It! 客户所不惜的就不是真正的价值
• Relationship 交情与关系
– Customer's procurement manager has a strong relationship with your competitor 顾 客的采购经理和你的竞争对手即现任的提供 商有着密切的关系
– Competitor also sells at 15% below your price 竞争对手的价格比你的价格还低15%
– What were their official and personal motivations to buy (or not to buy) from you? 他们跟你购买（或不跟你购买） 的在公、在私的动机是什么？
– What else do you feel you should have done? 你觉得你 哪方面该做的没做？
• Responsiveness 积极性
– Your sales engineers can visit the customer's end
users on-site to help end-users solve daily usage
problems
让你的销售工程师到现场给
使用者解决日常运作的所出现的问题
– Competitor has yet to give a good response to this issue 竞争对手还没有能对此提供一个 很好的回应
Your R4 in Response to Lure the Customer 你所能够引诱客户的R4
• Resourcefulness 出谋划策
• Be creative in responding to customers’ needs 能为客户的需求提出有创意的解决方法
Source: HR Chally
Winning Ways of Winning Sales People 成功销售人员的制胜法则
• They ask questions regarding their customers problems, implications and "what will happen if those problems are solved" 他们针对顾客所面临的问题、 问题产生的影响以及“如果那些问题能够被解决会发 生什么？”来进行提问
Winning Ways of Winning Sales People 成功销售人员的制胜法则
• They match their sales process with their customers' buying process 他们会把注意力 放在顾客的采购步骤，并将自身的销售流程 配合客户的采购步骤
• "When it absolutely, positively has to be there overnight!" (Federal Express) " 保证在隔天送到!"（联邦快递）
• "Pizza delivered in 30 minutes or it's free." (Dominos Pizza) "披萨会在30 分钟内送到，否则免费!"（达美乐披萨）
– Work out a way for the customer to implement their
upgrading in gradual steps, so that their upgrading costs can be spread over time 给顾客制定出一个方 案来逐步的实现设备升级，让他们升级的成本在时间上 分摊开来
– What are their influence level from 0-10 从0-10的影响 程度
– Who are the Decision Maker, Fault Finder, Gatekeeper, Users and Sherpas? 对方谁是决策者、挑毛病者、挡门 者、使用者及引导者？
• They are personally accountable for customers' results and understand customers' businesses 他们会为客户所想达到的结果负责到底，并深入 了解客户的商务情况
• They reach to ALL people who can influence over the outcome of the sale 他们会接触、联系所有会影 响销售结果的人士
• They create value by providing advice and insights to the customer 他们以提出建议、 见解的方式创造价值，而不只是一个充当 “会说话的宣传手册”
知己知彼，百战不殆
Know Thyself and Thy Adversary, A Hundred Battles Fought and Not
• "The milk chocolate melts in your mouth, not in your hand" (M&M's) "牛奶巧 克力不在你手中，而在在你的口中融化" （M&M's）