销售相关人员

课程背景

我们的销售人员有的在客户面前游刃有余，有些却感到举步维艰，你不能断言他们不够努力。问题在哪里？差异化！喜欢一个人往往是没有道理，而今天我们试图把没有道理的喜欢说出一个道理。因为要成为一位合格的职业销售人员，一定要在这些他人无法理出头绪的道理中抽丝拨茧，找出一条道路，而这条道路或许能让我们走出与众不同。客户每天面对的是一拨又一拨的同质化的销售，今天我们要做的就是寻找差异化：优秀与平庸的差异！市场需要差异化，赢得客户的欢迎需要我们与众不同。本课程实用技巧突出操作性强，案例分析和讨论强调解决实际问题。

课程收益

学习销售核心步骤；

系统化专业销售技巧；

消除实践中的各层障碍；

从客户心理需求角度出发，真正做到是为客户解决问题而不是推销产品的销售员；

课程内容

头脑风暴—销售常见问题—专业销售技巧能力综合图表讲解

第一章：客户沟通

1信息传递：信息传递流程图

2情感交流

3控制余地

先处理情绪

苏格拉底流程图

总结：“见面三分情”，拜访是销售过程中的重要起点。沟通是技巧，建立客户与我们的这份“情”，沟通能力至关重要。

第二章：需求解决

1客户需求分析

收场白技巧到底能不能促使客户承诺；

促使客户晋级承诺的四个步骤；

隐藏性需求不能决定客户购买；

2SPIN模式

背景问题，寻找客户的问题点；

难点问题，引出客户的隐藏需求；

暗示问题，转化成客户的明显性需求；

需求满足问题，吸引客户对解决方案的渴求；

3FAB产品介绍

介绍特征，引发价格疑问；

介绍优点，引发价值疑问；

介绍利益，引发客户认同；

概念：成功销售的二大重要标志之二：需求解决。我们不是推销产品的销售人员，我们是为客户解决问题的专家。销售是技术，挖掘并解决客户的问题离不开专业的销售技术。

第三章：谈判技术

1防御策略：

开价，如何更主动

挺价，自信“不强横”

还价，可以用分割

接价，一定要合理

表演，为了不被动

2僵持策略：

请示领导，转移力量

异议解决，显示功力

拖延技巧，谋求利益

折中方法，再咬一口

如果策略，重中之重

3反攻策略：

黑脸白脸，进退自如

蚕食艺术，暗度陈仓

让步方针，心态要好

反悔策略，祸福与共

情分策略，感受双赢

砍价策略，高手应对

概念：谈判的目的，是为了体现自身的价值，在将我们的利益最大化的同时，给客户“共赢”的感觉。

第四章：洞察人心

1性格测试

2人际交往中的行为表现

3三种工具在实际客户交往中的应用

从客户的行为判断如何交往的工具表

从交往结果判断客户交往有效的工具表

从自我做起判断客户交往有效的工具表

案例分析与工具表格制作

概念：有些人会表达，有些人不会表达，有些人乱表达，“上什么山唱什么歌”是一种与客户交往合理的存在状态，达到这种状态，在于知己知彼，在于对人性的把握。

尾声：课程回顾总结，各小组制定改进计划

讲师简介

张译 老师

讲师资质

资深的销售培训专家，上海交通大学管理学院与海外学院客座讲师，联商网签约远程教育讲师。张先生是一位非常资深的销售界人士，从事销售与管理工作十八年，涉及服务业，零售业，生产制造业，咨询业等多个领域，有着极其丰富的行业经验。 工作经历：万能达集团大区经理，中国区总助（零售服务业）；AMEKAI销售总监（工业）；

授课风格

张先生是目前国内能将自身实际行业经验与国际最新理论完美结合，并对国内市场有着很强指导意义的少数几位专家之一。课程深入浅出、风格新颖、活跃，内容充实缜密、极富感召力。采取幽默、生动的语言，寓教于乐的方式，以及重视和学员之间的互动交流来激发学员以达到最佳的授课效果。培训时全身心地投入，善于调动现场气氛，鼓励学员参与，同时运用多种培训方法，使培训生动活跃，轻松愉快。现场案例的实用性强，易于应用培训满意率高。

专长领域

顶尖销售技巧：优势谈判，大客户销售技巧，销售技巧“圆五”曲，优质客户服务（内外部客户）

受欢迎的人：高效沟通技巧，员工职业素养与沟通能力提升，中基层管理能力提升

服务企业

柯达，永乐家电，强生，拉法基，上海电信，浙江电信，格兰富，盛大网络，巨人集团，法麦凯尼柯，大亚科技，方圆药业，太平洋保险，上海食品二店，UT斯达康，新世界百货集团，大华电器，绿地集团,……

Some of our sales in front of customers feel easy, but some feel difficult, you can't tell they didn't work hard enough. Where is the problem? Differentiation! Like a person is often no sense, and today we try to put unreasonable like to be a truth. Because to be qualified professional sales personnel, must be from the others unable to sort out the mess of truth in the spin silk cocoon, to find out a way may let us out of the different. Every day our customers must face with many homogeneity sales wave and wave, today we need to do is to search for differentiation: difference between good and mediocre! The markets need differentiation. To win customers need us to different with others. This course is easy to operate with practical skills to highlight case analysis and discussion emphasized to solve practical problems

Course Benefits

learning sales core steps;

systematic professional sales skills;

eliminate the obstacles in practice;

from the perspective of customer demand, truly to solve the problem for the customer rather than a salesman sells products

Targeted Participants

Sales and the other relevant personnel.

Outline

Brainstorming-FAQ-comprehensive explain of professional sales skills ability

Chapter 1: Customer communication

1Information: information flow chart

2Emotional communication

3Control room

Processing emotions first

Socrates flow chart

Conclusion: the visit is an important starting in the sales process. Communication is a skill to build this "love" with our customer, it is very important.

Chapter 2: Demands solution

1Customer demand analysis

Epilog skills can encourage customer commitment;

Customer promise promotion four steps;

The hidden demand cannot decide customers to buy;

2SPIN model

Background problem

Difficult problem

Suggested problems

Demand satisfaction problem

3FAB product introduction

Feathers

Advantages

Benefits

Concept: two important symbols of successful sales are demands to solve. We are not only promoting products sales; we are the experts to solve the problem for the customer. Sale is a skill, to resolve customer problems with professional sales skills.

Chapter 3 Negotiation Skills

1Defense strategies:

Offer, how to be more active?

Holding, confident but not tough

Counteroffer, can use division

Acceptance, must be reasonable

Demonstration, for not be passive

2Stalemate strategies:

Asking leaders for instructions to transfer

Solving dissents to show power

Delaying to try for benefit

Compromising to fight back

“If” strategy

3Counterattack strategies:

Black and white faces, free to advance or retreat

Encroaching art, doing one thing under cover of another

Making a concession, attitude shall be good

Reneging strategy, sharing weal and woe

Affection strategy, feeling win-win

Bargaining strategy, handle situations with ease

Concept: The aim of the talks, in order to reflect their own values, in our maximum benefit to customers at the same time, "win-win" feeling.

Chapter 4. Communication ways of people with different characters

1Character test

2Behavior presentation in interpersonal interaction

3Role of three tools in practical works

Tool table judging how to communicate from the other party’s behavior

Tool table judging communication effective from communication result

Tool table judging communication effective from self-start

Case analysis and tool table making

Concept: Some people know and some people don’t know how to express, and some people express at random. “Sing different songs on different mountains” is a rational communication status. To achieve this status, we shall know our own situation and that of the other party, and grasp the humanity.

Ending Review and summary group action plan.

Trainer Resume：

Mr. Zhang

Trainer Experience

Senior sales training expert, eighteenth years of hands-on sales experience, guest lecturer of Management College and Overseas Education College of Shanghai Jiao Tong University, contract long-distance education lecturer of United Business Network. Mr. Zhang is a high-level senior sales professional, worked in the sales and management field for eighteenth years in many industries such as service industry, retail, production/manufacture, consulting etc., he has rich and extensive experiences with the industry。Working experiences: region manager, China-region general manager assistant at Malinda group (retail service industry); Sales director of AMEAI (industry);

Focus Areas

Top sales skill : secrets of power negotiation, sales skills with major clients，five tips on sales skills， outstanding customer service (internal and external customer)

Popular people: highly-efficient communication skills, employee’s professional quality and communication skill improvement, middle management, and grass-roots management skill improvement

Training Style

Mr. Zhang is one of the few experts in China who is capable of perfectly integrating latest international theory into personal hands-on experiences and still making it work perfectly well in China domestic market. His class explains profound theory in an easy-to-understand way, provides rich and well-organization content, fresh and vivid style, happy atmosphere for learning, humorous and vivid teaching language, emphasis on interaction with trainees to motivate trainee's participation to achieve the best training effect. He is attentive in training, good at motivating in-class atmosphere, motivating trainee's participation, in the meantime he tries various training method to make his training active and vivid, easy, and happy. Case in class is very practical, easy to apply. Satisfaction rate to his training is very high.