销售技巧及解决方案

SOLUTIONSELLINGIntegrationofKnowledgeandSkillsIndustryKnowledgeProductKnowledgeSellingSkillsPeopleSkillsSolutionSelling•SSisaboutprocess•S.Smakesyoudifferentbythewayyousell.•Insellinganintangibleproducttoagenerallynonexpertbuyer-processwillwin•Thesellersexecutingthebestprocesswillwin.•InSS,youarenotsellingaproduct,butratheravisionabouthowthingscanandshouldbe.•Buyermustfeelgoodabouttheprocess•Redefinesellingto“helpingpeoplebuy-facilitating”MRP/ERP:HighDifficultySelling•Conceptual/intangiblevs.physical/tangible•Difficulttolearnandexplain•Perceivedasexpensive•Perceivedascomplex•Requiresmajorchangebythebuyer•Soldtocommittees•SmallorganizationssellingtolargeBASICPRINCIPLES•NOPAIN,nochange•Diagnosebeforeyouprescribe•Threelevelsofbuyerneed•Peoplebuyfrompeople•Peoplemakeemotionaldecisionsforlogicalreasons•Powerbuysfrompower•“Product”=buyervisualization•Youcan’tsellsomeonewhocan’tbuyBuyingCycle•DefineNeeds•EvaluateAlternatives•RiskEvaluationandActionSHIFTINGBUYINGCONCERNSRiskCostNeedSolutionALIGNMENTOFBUYING&SELLINGPhaseІPhaseⅡPhaseⅢBuyerNeedDefinitionEvaluateAlternativesTakeActionDoIneedtochange?IsthereaSolution?ShouldIdoit?WhatdoIneed?Whichonemeetsmyneed?Whataretheconsequences?CanIaffordit?SellerNeedDevelopmentProofClosetheSaleDefinetheirneedswithourDemonstratehowproductWhyus?productbias.meetsdefinedneeds.Whynow?Qualifybuyingprocess.SMARTBUYERS•Neversolesource.•Assignsponsorstoeachalternative.•Neverletyouknowyouarelosing.•Neverletyouknowyouarewinning.•Pricenegotiateinreversepreferenceorder.•Maylie.•Areawareofyourdeadlines.HOWORGANIZATIONSBUYRequirementsABCHOWPEOPLEBUY•Latentpain•Pain•Visionofsolution•Matchvision•Costjustify•Overcomefearofrisk•PricejustifyLATENTPAINvs.PAINCURRENTACTIVEEVALUATIONSLATENTPAINPAINTHREELEVELOFNEEDLevelOne:LatentLevelTwo:PainLevelThree:VisionofaSolutionDEFINITIONOFNEEDSLevelOne:Potentialneedsforaproductorserviceinthemindoftheseller.LatentneedareusuallyeitherignoranceorLatentPainration-alizations.Apotentialsolutionexistsorhaspreviouslyattemptedtofindasolutionandwasunsuccessful.Itiswas“tooexpensive”or“toorisky”or“toocomplicated”,ect.LeverTwo:Complaintstatementsbythebuyeraboutproblems,difficultiesordissatisfactionwiththeexistingsituation,i.e.pain.ComplaintstatementsindicatethatthebuyerPainknowhe/shehasaproblem,butdoesnotknowhowtosolveit.LeverThree:CapabilitystatementsbythebuyerindicatingthatthebuyeracceptsresponsibilityforsolvingtheproblemandspecifyingtheprecisecapabilitiesneededtodealVisionofwiththeproblem.ThesellermustparticipatepersonallyaSolutioninthedevelopmentoftheneedinorderforittobeaqualifiedneed.PAINSHEETPOSSIBLEREASONSPOSSIBLEIMPACTPOTENTIALSOLUTIONPain:notmeetingsalesgoalsSituation:VPSales,F1000CompanyOurproduct:SatelliteBusinessTelevisionIsitbecause…oflackofproductknowledgeinthefielddueto:complexproductfrequentproductchangesdynamicmarketplacelarge#ofsalespeoplegeographicallydispersedsalesforcedisparityinsalesexperiencecostoftrainingfinite#ofproduceexpertsfieldsalespeopleneedmore“facetime”withcompanyleadershipIsthiscausing…missedrevenuetargetsincreasedtravelexpenseslowerprofitsIstheVPFinanceconcerned?productmanagerslivingonairplanescostlyproductrolloutserodingmarketshareIstheVPMarketingimpacted?Doeshefeelthesalesforceisnotproperlyexecutingproductstrategy?impactoncompany’sgrowthimpactonfutureproductstrategyimpactonstockpriceIstheCEOaffected?frustrationmoraleproblemturnoverWhatiftherewereawayforyouto…reachallfieldlocationssimultaneouslywhereyoucouldpersonallypositiontheproductintroducetheproduce/marketexpertdemonstratetheproductwithimmediatelivefeedbackselectany/allfieldlocationwhenyouneedtocontinuetotrainyournewemployeeswithouttraveleliminate“informationfloat:byreachingallfieldpeoplesimultaneouslyincreaseproductknowledgewhilereducingthecostoftrainingFIRSTCALLWORKSHEETSeller’sactivity:Buyer’sdecisionto:1.Establishrapport2.IntroducecallObjectiveMissionstatementGeneralintroductionSpecificadvantages/references3.AsksituationquestionsPainquestionsPriority;criticalissuesQualifiedNeeds4.Makebenefitsstatements5.Closeagreementtoexplorefurther6.Askopenquestion:“Howwouldyouliketoevaluatemycompany?”ProposalNonewinformationPre-proposalreviewVolunteeredaccesstopowerSchedule&endcallDidnotvolunteeraccessGoto#77.Getprospecttoproject:”Let’ssayyoubecomeconvincedwecangiveyouthecapabilityyouneed,nowwhat?”(Prospectshouldrevealpower)8.Bargainproof(stillundefined)foraccesstopowerBargained:endcall,writesponsorletterWouldnotbargain:askforintroductiontoanotherpersoninfirmListenDecidethatthispersonisdifferentfromothersalespeopleGiveinformationAdmitpainDiscussreasonsforpainorganizationTakeresponsibilityAttempttovisualizeAgreethatsolutionispossibleExpressdesiretosolveAgreetoexploreSharefurtherinformationGiveyouaccesstopowerRevealidentityofpowerSponsoryouifyouprovePHONEPROSPECTINGCallPreparation:Referencestory:Situation:CriticalIssue:Reasons:Solution:Weprovided:Result:PhoneScript:Thisis________with___________.Wehavebeenworkingwith__________forthelast_________years.Oneofthechiefconcernswearehearingfromother______