1、工业品销售培训工业品销售培训工业品销售培训讲师：谭小琥工业品销售培训讲师：谭小琥Industrial Professional & Excellent Selling Workshop工业品专业销售精英训练营分组分组l选队长l定队名（如雄鹰队，猛虎队)l定口号（如“只当第一，不做第二”）l团队展示： 我们是*队，我们的口号是*计分规则计分规则l积极提问及回答问题 +35分l违反课堂纪律 -35分l团队游戏 +1040分Why we need training？ 为什么需要培训？为什么需要培训？lGet knowledge & experiencel获取全面的知识与经验，省去摸索的时间和少走弯路
2、lSystematic thinking abilityl系统性的思考能力，避免遗漏重要事项lTeam use same language, better communicationl团队使用同样的语言，更好的沟通lCompetitor is doing itl你可以不学习，但你的竞争对手不会Attitude to Training 对待培训的态度对待培训的态度lEmpty Cupl空杯心态空杯心态lBelieve itl相信（少林拳谱）相信（少林拳谱）lPractice make perfectl熟能生巧（平时多流汗，战时少流血）熟能生巧（平时多流汗，战时少流血）Objectives 目标目
3、标lTo train sales professional with the emphasis on basic practical skill of industrial products sellingl通过强调工业品销售的基本实战技巧来培训出专业的工业品销售人员What Makes For A Successful Industrial Sales Professional 是什么造就了一个成功的工业品专业销售人员是什么造就了一个成功的工业品专业销售人员lTraining 培训lPractice 练习lPreparation 准备The Industrial Sales Professi
4、onal 关于工业品专业销售关于工业品专业销售lHow is the objective achieved?l目标是怎么达成的？lWhat is the knowledge required?l需要哪些知识？lWhat are the skill required?l需要哪些技巧？A Industrial Sales professional Defined 对工业品专业销售的要求对工业品专业销售的要求Four elements of orientation 四大要素要求四大要素要求lProduct & Application knowledgel产品和应用知识lCustomer & mark
5、et knowledgel客户和市场知识lDynamic selling skilll强有力的销售技巧lPersonal characteristicl个人特质Self Development Responsibilities自我培养的责任自我培养的责任A)Knowledge 知识知识lKnow your position 了解你的职责lKnow your company 了解你的公司lKnow your industry 了解你的行业lKnow your market 了解你的市场lKnow the benefits 了解你的优势lKnow your products and applica
6、tion 了解产品和应用lKnow the selling process 了解销售过程lKnow your goals and target 了解你的目标Self development Responsibilities自我培养责任自我培养责任B) Attitude 态度态度lDesire to learn 学习的欲望lConfidence to educate 对教育的信心lDedication 投入地工作lPower to motivate 自我激励能力lAbility to persuade others 说服别人的能力lDrive to achieve your goals 努力达成
7、目的Self development Responsibilities自我培养的责任自我培养的责任C) Skill 技巧lTo prospect 了解潜在客户lTo develop personal relationship 建立个人关系lTo analyze information 信息分析lTo give sales presentation 销售演示lTo entertain effectively 有效应酬lTo prepare timely reports 及时写报告lTo follow procedures 跟进流程lTo organize 组织销售过程lTo anticipate
8、 situations 预见状况lTo think creatively 创造性思维Self development Responsibilities自我培养的责任自我培养的责任D) Habit 习惯lProcedure and organization 程序和组织lStudy 学习lResearch 研究lPhysical care & appearance 外表和健康的维护Personal Impact- Factors 个人影响个人影响因素因素A. Personal 个人的个人的lInitiation 启动力lAbility to learn 学习能力lEnergy-action ori
9、ented 行动力lTolerance to stress 承受压力lTenacity 永不放弃lAdaptability 适应力lRange of interests 兴趣广泛 lAppearance impact 外表lHonesty 诚实lCareer ambition 职业雄心lCredibility 可信lUrge to Win 想赢Personal Impact 个人影响因素个人影响因素B. Communication 沟通沟通lOral communicationl口头沟通lOral presentationl口头演示lWritten communicationl书面沟通lNon
10、-verbal communicationl非语言沟通lGood listener l好的听众C. Motivation 动机动机lSensitivity to others viewl对别人看法的敏感性lWillingness to leadl领导的意愿lTeam playerl团队选手lBehavior flexibilityl行为灵活lNegotiation “patience”l谈判耐心Personal Impact - Factors 个人影响因素个人影响因素D. Judgment 决断决断lDecisiveness 果断lProblem solving 解决问题lRisk taki
11、ng 承担风险lIndependence 独立自主lInsight 洞察力lInnovativeness 创造力lAnalytical ability 分析能力lProfessional knowledgel专业销售知识lTechnical knowledgel技术知识Attributes of a Sales Professional专业销售的特性专业销售的特性lSelf starter 自发lSelf discipline 自律lSelf motivated 自我激励lSelf organized 自我组织lSelf evaluate 自我评估lSelf develop 自我发展Sales
12、 Professional Attributes & Behavior专业销售的特质和行为特征专业销售的特质和行为特征lCredibility 可信可信lUnforgettable 不健忘不健忘lMaturity 成熟成熟lConfidence 自信自信lEnthusiasm 热情热情lSociability 社会性社会性lAmbition 野心野心lObservations 观察力观察力lRespect 尊重尊重lOrganized 有组织的有组织的lSelf Motivation 自我激自我激励励lResults oriented 结果导结果导向向lEnergy 精力充精力充沛沛lHard
13、working 勤奋勤奋lCreative 创造力创造力lBusiness knowledge 业务业务知识知识lEmpathy 同感心同感心lFlexible 灵活灵活What Do Customer Want From You?客户对你的要求？客户对你的要求？lConsistency 一致性lHonesty 诚实lFlexibility 灵活性lKnowledge 专业知识lSomeone they can count on 可以被指望（依赖）Conclusion- a good sales总结总结- 好的销售是好的销售是lNever ever give upl永不放弃永不放弃lKnowl
14、edge & Skilll知识与技巧知识与技巧lTeam playerl团队精神团队精神lGood habitl良好的习惯良好的习惯lDo more l做的多一点做的多一点Main Elements 主要要素主要要素 （一）（一）lThe 8 steps basic selling processl销售的八个步骤lEssential element of intelligencel情报信息的要素lSales planning processl销售计划过程lQuestioning & Listeningl发问和聆听技巧lFundamental Selling Skilll销售技巧基础Main E
15、lements 主要要素主要要素 （二）（二）lFeatures & Benefitsl特点和益处lSelling Values & Value Creationl价值销售和价值发掘lPricing & Negotiationl定价及谈判lProcess of Handling Objectionl异议处理lClosing & Get order 结束并获取订单lTerritory Managementl区域管理The Selling Process销售过程销售过程步骤步骤lPre-reconnaissancel前期勘察 lApproachl接触lReconnaissancel深入了解lGai
16、ning confidence (Credence)l获取信任技巧技巧lPlanning 计划lInterpersonal Skills & instant impactl人际能力&第一印象lQuestioning & listeningl发问与聆听lPersonal integrity, Company strength and communicationl人品，公司力量，沟通The Selling Process销售过程销售过程步骤步骤lPresentationl销售演示lCommitmentl承诺lDemonstratel证明lMaintainl维护技巧技巧lPreparation. l
17、准备lDetermination, closingl决定lFollow upl跟进lBecoming indispensablel变得不可缺少（客户依赖）Main Elements 主要要素主要要素 （一）（一）lThe 8 steps basic selling processl销售的八个步骤lEssential element of intelligencel情报信息的要素lSales planning processl销售计划过程lQuestioning & Listeningl发问和聆听技巧lFundamental Selling Skilll销售技巧基础Customer Econom
18、ic Intelligence客户情报客户情报lWho is my customer?l谁是我的客户？lWhat is his organization structure?l他的组织架构？lWhat are his product and service needs?l他需要的产品及服务？lWhat is his financial position?l他的财务状况？lWhat kind of business he is trying to run?l他的生意性质？lWhat factors affect or control his freedom of operation?l影响他的业
19、务的因素？Product elements of Intelligence产品基本情报产品基本情报lHow can I help the customer?l我如何能帮到他？lCan my product be integrated into the customers system?l我的产品能否整合到客户的系统中？lIs cost of operation going to be a factor? 成本的敏感性lPrice? 价格lServiceability? 操作性lSafety considerations? 安全方面的考虑lDelivery time? 交货时间lDoes it
20、meet industry or government specifications/standards?l是否符合行业或国家的相关法律法规和标准的要求Product elements of Intelligence产品基本情报产品基本情报Product select and trouble shooting对于产品选择和解决投诉极具意义lMachine 机器与生产线lSubstrate 材料lEnd user 最终产品及应用要求lCost/Competitor 竞争对手产品/价格比较lPlant condition 客户工厂状况（温湿度， 洁净情况，通风情况)Intelligence on
21、Competition竞争对手的情报竞争对手的情报lWho are my competitors? l谁是我的竞争对手？lWhat do I know about his usual method of operating?l他通常的销售手法？lWhat are his personal strengths and /or weaknesses?l他的强项与弱项lDid he have special ties with my customer?l他与客户有否特别的关系Intelligence on Competition竞争对手的情报竞争对手的情报lCan he see my custome
22、r more often than I can?l他比我看客户更勤吗？lWhat experience has my customer had with my competitor?l他与客户的合作的经历（好的，坏的）lWhat is my competitors product/application range?l竞争对手的产品/应用范围lWhat is my competitors sales organization structure?l竞争对手的销售组织架构How to gather intelligence怎样获取情报怎样获取情报lListen with “your eyes”l
23、用你的眼睛听lListen with “your mind”l用你的“心”来听lGet him talking and keep him talkingl鼓励和保持他说Customer facts! 关于客户的事实关于客户的事实lOnce we have attracted customers, retention is essential as:lIt can cost 5 times as much to sell to new customers than existing ones.l开发新客户比维护老客户耗时五倍lCustomer loyalty must be earned and
24、 sustained through:lUnderstanding of the needs, requirements, desire and relationships.l客户忠诚度必须通过了解其需要，要求，愿望和与其的关系获得 This can only be achieved through the systematic collection of customer, competitor and market intelligence 必须通过系统地收集客户，竞争对手和市场情报来达成必须通过系统地收集客户，竞争对手和市场情报来达成Main Elements 主要要素主要要素 （一）（
25、一）lThe 8 steps basic selling processl销售的八个步骤lEssential element of intelligencel情报信息的要素lSales planning processl销售计划过程lFundamental Selling Skilll销售技巧基础lQuestioning & Listeningl发问和聆听技巧Pre-call Sales Planning拜访前的计划拜访前的计划lList some of the Pre-call planning questions that you have to be prepared to answer
26、 写下你可能要说/回答的问题lWhat will be your opening statement/remarks? 开场白lWhat interest factor will you use? 准备运用的 兴趣点lWhat benefits will you present? 准备呈现的卖点lWhat proof will you use? 准备使用的证据lWhat will be the probable customers objections? 客户可能的异议lWhat will be your logical answers to probable objections? 对异议的
27、回答Tips for call 拜访的心理准备拜访的心理准备l既然花了功夫准备，就应充满信心l虽然做了预案，可能会有新情况l学会随即应变l不看客户永远不会了解客户，也不会有机会l大不了被拒绝（7次）l拒绝你是客户的损失l客户也是人（信息的缺失，同理心）Main Elements 主要要素主要要素 （一）（一）lThe 8 steps basic selling processl销售的八个步骤lEssential element of intelligencel情报信息的要素lSales planning processl销售计划过程lFundamental Selling Skilll销售技巧
28、基础lQuestioning & Listeningl发问和聆听技巧Role play-company presentation 角色扮演角色扮演-公司简介公司简介lTwo sales 两位自愿销售人员lGive company presentation 各自作出陈述lTime: 3 min 时间三分钟lComments 评点Fundamental Selling Skill销售技巧基础销售技巧基础lVisual aid- sales folder, sample, toolsl视觉辅助工具-文件夹，样品，技术工具lSales process skilll销售过程技巧lCustomer ana
29、lyzel客户相关人员分析lDrive to salel销售推进器lCommunication skilll沟通技巧Sales presentation - Visual aid销售演示销售演示-视觉辅助工具视觉辅助工具lSales folder 销售人员的文件夹lCompany introduction 公司介绍lProduct TDS 产品技术说明书lTesting report （对比）测试报告lCertification 环保证书lProcess draft 户）工艺流程图lIndustry & market information 行业&市场资讯（媒体） 避免初次见面无话可说或杂乱无
30、章，“眼见为实”，显示准备的充分性，尊重客户时间，有价值的分享。Sales presentation - Visual aid销售演示销售演示-视觉辅助工具视觉辅助工具lSample 样品lProduct sample 产品样品lfinal product sample 客户成品lTested sample 检测后的样品l Tools 技术销售人员工具lInfrared thermometer 红外温度计 （喷嘴/布胶轮温度）lProbe thermometer 探针温度计 （胶缸温度）lElectronic scale 电子秤（涂胶量）Suggestion 建议建议lSales folder
31、 competitionl销售文件夹比赛( 优胜者，分享）lSales tools kit competitionl销售工具比赛lSuccessful storyl团队成功案例分享（每组一个，3分钟）Fundamental Selling Skill基本销售技巧基本销售技巧lConnecting- To establish a personal bond with the customer 建立关系 eg. Using eye contact, building rapportlEncouraging-To keep customer participating in the sales ca
32、ll 鼓励参与 eg. Reinforcing, Empathizing, AcceptinglQuestioning- To get in depth information about the situation- problems and needs of customer 有效提问 eg. Open questioningFundamental Selling Skill基本销售技巧基本销售技巧lConfirming- To make the progress of the sales call explicit 再次确认 eg. Summarizing, CheckinglProvi
33、ding- To give customer information in a way that creates a clear positive image of you, your company and all it stands for 价值提供 eg. Stating benefits, speaking concisely, Using enthusiasmHigh Performance Sales Professionals 优秀专业销售优秀专业销售lUnderstand the issues facing the customersl理解客户面临的问题lExchange in
34、formation rather than pitchl交换信息而非“大声”（说服）lAdvocate needs of customers time and use it welll珍惜合理利用客户时间lMake it easy for customer to buyl让客户“买得容易”lSell to people not to organizationl卖给个人而非组织（个人关系）Selecting & Rating Key Accounts挑选挑选&评估重点客户评估重点客户lSales growth 销售增长lProfit growth 利润增长lEase of doing busin
35、ess 做生意的难度 Open and trustful 开放与信任lProblem solving 解决问题lRisk taking 承担风险lPricing attitude 价格态度Key accounts relationship model 大客户关系模型大客户关系模型 Supplier Customer Supplier Customer 供应商供应商 客户客户 供应商供应商 客户客户SalesGM GMTTSPPreparing An Action Plan准备行动计划准备行动计划lWhy are you doing it 为什么要做lWhat are you going to
36、do 准备做什么lHow is it to be done 怎么去完成lWhen will it be done 什么时候完成lWho is doing it 谁去做lWhat will be the result 结果是什么lWhen will the plans be reviewed 计划什么时候回顾Buying Influence The User购买影响力购买影响力-使用者使用者lIs the user of the product. 产品用户lRole is to make the judgment about the impact of the product on the jo
37、b to be done. 判断产品影响其工作完成度lProduct will have direct relationship to their job performance. 产品对其工作表现有直接影响lHigh tendency to be subjective. 高度的主观倾向性lOften more than one person. 通常不止一个人lThey have to be “sold” or if not orders will be hindered by resentment, lack of co-operation, or outright sabotage. 需要
38、”被销售“，否则会抱怨，不合作或消极怠工 Buying Influence The Gatekeeper购买影响力购买影响力-守门员守门员lThe role is to screen out alternatives based on technicality. 基于技术细节来筛选可替换者 lDoes not decide who wins but does decide who plays. 不决定谁赢但决定谁可以“玩”lCannot say “Yes”. But can and does say “No”. 不能说“可以”但能说“不可以”lUsually there are several
39、 people who play this role specifications, delivery , legal. Quality control, references, credit terms etc 常常是几人-工艺，运输，法务，QC，财务等The Economic Decision Maker经济决策者经济决策者lPerson who gives the final approval to buy. 最终决定购买的人lReleases the Cash. 付钱lONLY ONE per sale. 一单交易只做一次决定 lMay be a Board or other comm
40、ittee acting as a single body. 可能是董事会或类似机构 l Usually has the veto power. 通常有否决权The Processor 执行者执行者lLittle influence except in a routine sense often experienced in the process of Delivery/Handling/Logistics. 少许影响力，除非物流/处理程序经验被例行地重视lSeveral people could play role. 可能是几个人lSome influence not major. 有影响
41、力-但不是主要的lIs knowledgeable about organization. 通晓组织Buying Influence The Coach购买影响力购买影响力-教练教练lHas an interest you becoming the supplier. 对你成为供应商有兴趣lRole is to guide the supplier in the sale by giving you information that is needed to create sale. 指导你的销售，给你一些信息去创造销售lYou need at least one coach for ever
42、y Key Account. 在每一个重点客户里你需要至少一个“教练”lYou must have or be able to develop credibility with the coach. 你必须拥有或能发展“教练”对你的信任lCan also be a User and at times the Economic Decision Maker. 也可以是使用者或有时是决策者lIs of the a senior person in the organization. 通常是组织中的高层Buying Influence - The Dominant Influencer购买影响力购买
43、影响力-强势影响者强势影响者lA trusted advisor and confidant of the Economic Decision Maker. 可信的顾问，决策者的心腹lMaybe an authority or recognized expert on the subject. 项目的权威或被认可的专家 案例案例l圣象地板behind the Selling Concept销售概念的背后（心经）销售概念的背后（心经）lFocus on the customerl聚焦客户lEarn the right to advancel赢取推进的权利lPersuade through inv
44、olvementl参与式说服Customer Focus 聚焦客户聚焦客户lKnow/understand/care about customers needsl了解了解/理解理解/在乎在乎客户的需求lBuild trust and confidence 建立信任信任和信心信心lTo deliver product/service to help the customer to do his job better 通过产品和服务帮助客户把“他他”的工作做得更好更好Customer focus creates a competitive advantage聚焦客户会产生竞争优势聚焦客户会产生竞争
45、优势Customer focus means taking customer seriously聚焦客户意味着聚焦客户意味着“很把客户当回事很把客户当回事”Earn the right to advance 取得推进的权利取得推进的权利lResisting the urge to offer a solution every time there is a needl每次有客户需求时坚持提供解决方案lHandling objection head-on rather than trying to diffuse theml正面回应客户异议而非淡化它lMaking sure that the q
46、uality if follow-up and service merits the privilege of further salesl确保跟进措施的质量 The right to do business must be earned It cannot be assumed 推进业务的权利是赢来的而非假设推进业务的权利是赢来的而非假设的的 Persuade through involvement 参与式说服（体验式销售的运用）参与式说服（体验式销售的运用）lA shift from demonstration products and expanding on their feature
47、s to involving the customer as a participant 从单纯的演示产品及其好处到让客户参与其中的转变Customers are persuaded when they are part of the process and NOT part of the audience 只有客户是参与者而非仅仅是听众时才会被说服。只有客户是参与者而非仅仅是听众时才会被说服。Communication Skill 沟通技巧沟通技巧lThinking 想lDoing 做lTalking 说lListening 听lObserving 看lReading 读lWriting 写
48、Tips on written communication 书面沟通提示书面沟通提示lBe specific 明确lWrite in ordinary language 用通俗的语言lRe-read carefully what you have written 写完后仔细重读lRemember the recipient does not know all that you know 切记读的人并不知道你所知道的一切Read what you have written on the basis of their position 从客户的角度来读你所写的东西从客户的角度来读你所写的东西Tip
49、s on verbal communication口头沟通提示口头沟通提示lRecord what is said 记下所说的lBe prepared to act on the input 准备回应所听到的lWhat does the person mean (not what is said) 他啥意思（潜台词，而非他讲的是）lReply empathetically 同感性的回应lAsk the right questions 问对问题Main Elements 主要要素主要要素 （一）（一）lThe 8 steps basic selling processl销售的八个步骤lEssen
50、tial element of intelligencel情报信息的要素lSales planning processl销售计划过程lFundamental Selling Skilll销售技巧基础lQuestioning & Listeningl发问和聆听技巧Empathy & Sympathy 同感心同感心 &同情心同情心lEmpathy 同感心移情，能体会到别人的情感 例如：你的价格太高了，现在市场不好 是的，市场竞争真是很激烈，我同意你的看法，这就要求我们用更稳定的质量来赢得客户和市场lSympathy 同情心怜悯，赞同别人的立场或要求 例如：你的价格太高了，现在市场不好 是的，价格高
