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    5. 大師輕鬆讀 No.335 鑽石級業務不朽法則
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    大師輕鬆讀 No.335 鑽石級業務不朽法則

    Publisher 大師輕鬆讀 /大師輕鬆讀股份有限公司
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    Released
    2009/07/02
    Language
    Traditional Chinese
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    Pages
    65
    ID
    9787
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    鑽石級業務不朽法則
    The Sandler Rules

    成功銷售的道理恆久不變;循著讚石級業務高手的共通祕訣,開發、成交、顧客推薦,循環不息!
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    本期目錄:

    山德勒準則1:核心觀念
    山德勒準則2:執行
    山德勒準則3:修正航向


    主題看板:

    山德勒銷售系統 (Sandler Selling System)

    大衛‧山德勒 (DavidSandler) 曾經說過:「面對買方時,如果沒有自己的銷售系統,不知不覺中就會被人家牽著鼻子走。」山德勒所研發的山德勒銷售系統至今已使用超過 30 年,是一套協助潛在顧客找出需求、由客戶主動完成交易的銷售方法,在美國有數千家企業使用這套系統,它能有如此強大的效果,主要是根據兩個簡單的信條。第一、如果在銷售過程中遭受強烈的挫折感,那一定是方法有錯誤。要將心比心,以真誠的態度面對客戶;釐清產品屬性,才能重新掌控情勢。你要做的是找對買家,賣對商品,而非死纏爛打、令人討厭。

    第二、你不必猜疑或是耍心機,買方自己會跟你達成交易。你只要打聽出潛在顧客有什麼苦惱的事、預算是多少、決策過程如何即可。掌握這3項關鍵因素,你就可以鎖定顧客的需求而達成交易。每個人都有機會成為偉大的業務員,要訣就在於把自己視為顧客的「麻煩解決者」(trouble-shooter)。

    山德勒與哈耶思 (John Hayes) 共同著作的《上課無法教會孩子們騎車》(You Can't Teach a Kid to Ride a Bike at a Seminar) 一書,其中提到成功的業務員應掌握的幾個要點:

    1. 誰最有可能購買你的產品或服務?把握正確的時機,確定是否為合適的時間或狀態與客戶打交道,推銷你的產品。

    2. 顧客的問題是什麼?要顧客主動購買商品,一定是在感受到問題帶來困擾的緊急時刻。無論這些問題是大是小,業務的工作就是設法解決這些不方便。然而人們很少會自動提出這些問題,所以必須千方百計地找出來。

    3. 推銷對象是否有足夠的預算?如果沒有,就省下力氣開發下一個客戶。如果所有客戶都沒有足夠的預算,就請他們介紹其他更好的客戶。

    4. 推銷對象是否能自己作決定?推銷產品時,盡量選擇所有會影響最終決定的人士都在場的時刻,才不會一遍又一遍地重覆同樣的內容。

    5. 你提供的產品或服務是否真能解決問題?不要把自己當作在推銷,而是提供顧客可以解決問題的好方法。

    以下再特別介紹幾項山德勒銷售系統的技巧:用問題來回答每一個問題 (Answer Every Question with a Question) 這是山德勒銷售系統中的「The Rule of Three Plus」。往往需要 3 次或以上的問題往返才能真正釐清潛在顧客的問題、直指顧客的痛處、掃除顧客一開始丟出的煙霧彈,因為往往丟出的前兩個問題得到的答案,通常還是理智的回答。第 3 個答案才是真正內心的真實反應。要找出的正是情緒性的回應,因為人們購買是因為衝動,而非理性。

    開發客戶 (Prospecting)

    如果晉升為業務主管,組合最佳的業務團隊就是你的責任。銷售的過程中包括撥打無預約的開發電話,如果你找來抗拒這項工作的人,你可能就為團隊的成功築起一道障礙。在招募人員時,應徵者往往會給你一個安全的答案,你必須再深入挖掘,「The Rule of Three Plus」並非只能用於銷售,在招募時一樣能派上用場。要持續找出應徵者心裡對開發電話的接受程度。

    運用第三人的故事 (Using a Third-Party Story)
    當你在談成一筆交易後,感覺情況不太對勁,可能因此失去一筆生意,可以試著運用第三人的故事,比如說:「喬治,上週我的某個客戶真的讓我很不愉快,當我以為交易順利完成回到辦公室時,那個客戶改變心意取消了訂單,真的讓我感覺很差。這種事不會發生在我們身上吧,喬治?」使用這一招可以適時表達你的感覺,避免顧客對自己的決定反悔。
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    Details

    Released
    2009/07/02
    Language
    Traditional Chinese
    File format
    PDF: Fit in large screen
    Provide Adobe DRM
    Provide PDF
    Offer DRM free license
    No
    ID
    9787

    鑽石級業務不朽法則

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