BMW 销售流程培训-分析购买需求和动机Establish Needs and Analysis

BMWChinaAutomotiveTradingLtd.FieldForceTeamC7thJune,2007Page1BMWSellingProcessTrainingYiwuXinbaohangBMWSellingProcessTrainingBMW销售流程培训CreatingGoodFirstImpression创建良好的第一印象-EstablishNeedsandBuyingMotives分析购买需求和动机FieldForceTeamCRuudRabenberg–罗润可LauraWang–王洪SheerDrivingPleasure来自创建良好的第一印象EstablishNeedsandBuyingMotives分析购买需求和动机TrainingAgenda议程安排17:50–18:50ReviewofthewholeBMWSellingProcessanddiscussiononEstablishNeedsandBuyingMotivesincludingsomeactivities.回顾BMW的完整销售流程,着重培训流程中分析购买需求和动机环节包括小组讨论.18:50-19:20ListeningAuditforNeedsAnalysis.需求分析中的倾听技巧.19:20–19:40MovieWatching.案例短片观看.19:40–20:00RollPlayandFinishoftheTraining.角色扮演,结束培训.来自任务1，系统的潜在客户开发2，欢迎/建立联系/关系3，建立购买需求和动机4，演示/介绍产品5，推销产品卖点6，进行试驾7，清除客户异议12，再次购买11，保证持续的客户关怀10，新车交付9，达成销售8，销售谈判要求原则询问和分析演示和咨询坚持和销售关怀和准备创建良好的第一印象维护客户忠诚度产生购买愿望获得购买承诺来自培训目标.Whatdoyouexpecttoknow/learnfromthetraining?你对此次培训的期望是什么?CreateGoodFirstImpression创建良好的第一印象EstablishNeedsandBuyingMotives分析购买需求和动机来自创建良好的第一印象EstablishNeedsandBuyingMotives分析购买需求和动机GroupActivity分组讨论:-Pleasedivideby2groups.分成两组讨论.-10minutesdiscussion时间要求:10分钟-Eachgroupthinkaboutminimum5questions,whichyoufrequentlyaskduringyourconversationtocustomers,andwhyyouaskthesequestions?每个小组讨论在你与客户进行需求分析交谈中至少5个会经常问到的问题,以及你为什么会对这些信息感兴趣?-Onpersontopresentonbehalfofthegroup.请小组代表发言.来自创建良好的第一印象EstablishNeedsandBuyingMotives分析购买需求和动机来自创建良好的第一印象EstablishNeedsandBuyingMotives分析购买需求和动机Smallcheckifyoureallydoasyoupresentinyourwork☺.检测一下,你们在实际工作中的表现吧!☺ShowroomProspectsPictures.展厅潜在客户照.Picturesweretakenon7thJune.来自销售顾问:???Howmuchdoyouknowaboutthisprospect?你对这位潜在客户了解多少?CreateGoodFirstImpression创建良好的第一印象EstablishNeedsandBuyingMotives分析购买需求和动机来自创建良好的第一印象EstablishNeedsandBuyingMotives分析购买需求和动机SC销售顾问:???Howmuchdoyouknowaboutthisprospect?你对这位潜在客户了解多少?来自创建良好的第一印象EstablishNeedsandBuyingMotives分析购买需求和动机SC销售顾问:???Howmuchdoyouknowaboutthisprospect?你对这位潜在客户了解多少?来自创建良好的第一印象EstablishNeedsandBuyingMotives分析购买需求和动机ObjectiveandPurposeForNeedsAnalysis需求分析的目的.•Determiningcustomerneeds.认知客户的需求.•Creationofatrustingcustomerrelationship.建立信任关系.•Collectionofinformationtocreateantailoredoffertothecustomer.收集信息进行针对性的有效销售.来自需求分析中的重要信息PurchaseBudget购买预算UsageoftheVehicle(Business/Private)车子用途(商用/个人)CurrentVehicle先有车型NumberofKilometers行驶里程数Personalpreferences(Luxury/Comfort/Sporty)个人偏好(豪华/舒适/运动性能)NumberofFamilies家庭成员InterestedModel感兴趣车型Etc………等等……CreateGoodFirstImpression创建良好的第一印象EstablishNeedsandBuyingMotives分析购买需求和动机Asopenquestionstogettheinformation.提问开放性问题Why为什么……?How如何……?What什么……?Who谁……?When何时……?来自创建良好的第一印象EstablishNeedsandBuyingMotives分析购买需求和动机QuestionnaireaboutListeningAudit倾听方法调查问卷-Everyonewillgetaquestionnaireaboutlisteningaudit.每位销售顾问都会拿到一份问卷.-Youwillhave10minutestoanswerallthequestions.请在十分钟内回答所有的问题.-Thepurposeofthistestistohelpyourselftoclearlyseehowdoyounormallymakelisteningauditduringyourcommunicationwithyourcustomers.此问卷的目的是要真实反映你与客户交谈中通常所采取的倾听方法.来自创建良好的第一印象EstablishNeedsandBuyingMotives分析购买需求和动机Self-evaluation个人评估Questions1,3,5,7,9&10giveyourselfthefollowingpoints.问题1,3,5,7,9,10答案按以下计分.Questions2,4,6&8giveyourselfthefollowingpoints问题2,4,6,8答案按以下计分.Always一贯如此4分Always一贯如此0分Frequently经常3分Frequently经常1分Sometimes有时2分Sometimes有时2分Rarely极少1分Rarely极少3分Never从不0分Never从不4分来自创建良好的第一印象EstablishNeedsandBuyingMotives分析购买需求和动机Always一贯做法Frequently经常Sometimes有时Rarely极少Never从不Q1.Imakeitapointtoaddresseachcustomerbyname.我觉得称呼客人姓很重要Q2.Ifinishsentencesforcustomersinanefforttohelpthemexpressthemselvesmoreclearly.为了帮助客人表达自己更清晰,我会结束他们的谈话.Q3.Whenlisteningtoacustomer,Imentallytakenoteofkeypoints.当我倾听客人讲话时,我会记录下客人所说的要点在头脑中.Q4.IamsoattunedtomycustomersthatIfindIcananticipatetheirnee