Guided Selling Skill 引導(dǎo)式銷售技巧 - 2天

引導(dǎo)式銷售技巧
Guided Selling Skill
概 述 Background
銷售是幫助客戶做決策與行動的過程，而銷售的本質(zhì)就是改變。不論是客戶自己要改變，還是我們希望客戶改變而進(jìn)行銷售。經(jīng)過許多的研究和發(fā)展，發(fā)現(xiàn)在這些的行為背后都有一個固定的模式和流程，而本課程就是基于這個模式和流程所開發(fā)的。
The definition of “SALES” is the process to guide client to make decision and take action. The core of sales is to “CHANGE,” no matter the process of change is guided by client himself or us. There are tons of research regarding to the selling skill, decision making, neuroscience, NLP, and communication, which is the foundation of this training program.
許多銷售人員犯的最大錯誤就是急于推銷自己的產(chǎn)品，而一個成熟的銷售人員懂得使用引導(dǎo)技巧，引導(dǎo)客戶自己去思考如何解決自己的問題，并決定立刻采取行動?！耙龑?dǎo)式銷售技巧”采取以客戶為中心的方式，引導(dǎo)客戶從認(rèn)識自己的問題及解決問題的價值，連接銷售產(chǎn)品到客戶的需求，在處理競爭（談判）后，最后達(dá)成雙贏的承諾。
The biggest mistake by most of the salesperson is to present, convince or closing client too soon. The mature salespersons they know how to guide clients go through the thinking and problem solving process, at the end to take action. “Guided Selling Skill” is to focus clients/customers’ mindset, to guide clients to realize how to solve their problem, and understand the value after problem solved. At the moment clients realized their challenges, then salesperson align the product/service/solution to customers’ challenge. Then, go through the negotiation process to reach the win-win result.
在挖掘客戶需求的時候，經(jīng)常碰到客戶拒絕配合回答，本課程會教導(dǎo)立即有效易學(xué)的技巧/步驟，讓客戶進(jìn)入被引導(dǎo)的狀態(tài)，會配合銷售人員的提問而回答，也在這樣的狀態(tài)下，銷售人員有辦法去影響客戶對于需求優(yōu)先級的判定，而增加銷售人員成交的機(jī)會。
Sometimes clients will reject to answer the question proposed by salesperson. In this program, will provide a set of skill how to put clients in the ready mode to reply the question accordingly. A salesperson can’t create the needs for clients, but salesperson can change the priority and ranking among the needs, then to increase the chance to win the deal.
許多銷售技巧的課程會提供制式的案例或錄像帶，讓學(xué)員在課程中進(jìn)行練習(xí)和學(xué)習(xí)，然而在有限的培訓(xùn)時間中，學(xué)員還要花時間去理解與他們無關(guān)的案例，實屬時間的浪費。本課程的設(shè)計是以學(xué)員自己的案例來進(jìn)行研討，在課程結(jié)束后即完成自己案例的腳本，可以在課后立刻在工作上使用。
28238451049655Sales Call Planner
Sales Call Planner
There are many training program will provide many packaged video, case study from other industry and role play from other company. The intention is good, however the participants are hard to link the training activity to their daily jobs. In this program, all the skill demo, case study and role play are utilize participants’ own real case. We will suggest the participants to pick the next visit client in the training program as a preparation for their next sales call.
本課程提供 A3 大小的【銷售拜訪計劃表】（SCP）幫助學(xué)員在課程進(jìn)行中，針對自己的客戶進(jìn)行銷售計劃，在課后依照“客戶拜訪計劃表”進(jìn)行銷售及維護(hù)的工作。
In this program, we will provide an A3 size “Sales Call Planner” (SCP) to help participants to plan the sales call. It will be a guide to help participant to call clients by the “Sales Call Planner”
課程可以定制化的部分：
銷售中使用的名稱可以依照培訓(xùn)客戶的習(xí)慣用語，進(jìn)行調(diào)整
授課的時候，可以配合培訓(xùn)客戶的 CRM 系統(tǒng)（例如：salesforce.com），調(diào)整授課的用語
客戶拜訪計劃表的設(shè)計，可以依照培訓(xùn)客戶的需求進(jìn)行調(diào)整
Portion for Customization:
Adjust the wording to match the participants’ common wording
Adjust the wording to match the participants’ wording from CRM (ie., salesforce.com)system
The layout of the “Sales Call Planner” could be modified according to the request
學(xué)習(xí)流程 Learning Process
在課程中，學(xué)員將通過不同形式學(xué)習(xí)活動，來學(xué)習(xí)以下課題：（這些活動將包括小組與全體討論、個人與結(jié)隊練習(xí)等…）
掌握客戶的購買心理及購買階段，對應(yīng)發(fā)展自己的銷售步驟
銷售成功的基石是信任，如何有效獲得客戶的信任
見到客戶的開啟暖場及開場，對銷售拜訪創(chuàng)造良好的開始
透過設(shè)計的問句，讓客戶愿意配合回答并接受引導(dǎo)的提問，創(chuàng)造客戶的需求優(yōu)先級
在客戶理解自己的需求后，進(jìn)行產(chǎn)品/服務(wù)/方案的特性、優(yōu)勢、利益
預(yù)測客戶的顧慮，依照顧慮類型采取不同的處理方法
以客戶為中心地制定后續(xù)跟進(jìn)事項，完成有效的銷售拜訪
In the course, there will be involved with variety of activities to ensure the participants’ learning performance, the learning process as below:
Master the buyer’s psychology and decision process, align the sales stage
The corner stone of the sales success is “TRUST”, to gain the trust from clients quickly
How to do rapport and professional opening
Guide clients into the ready mode for discover their needs and wants, and guide clients’ perception of priority
Storytelling how our product/service/solution to fix their problem or reach target
Foresee the resistance and handle by different ways
Close the sales call by the follow-up activity from both parties: clients and salesperson side
課程收益 Benefits
在課程結(jié)束后，學(xué)員將學(xué)會以下技巧及收獲：
使用工具作為銷售拜訪的準(zhǔn)備，主管也能透過【銷售拜訪計劃表】檢查銷售人員準(zhǔn)備的狀態(tài)，而進(jìn)行輔導(dǎo)
掌握客戶購買的心理
獲得客戶信任的技巧
見面后，快速熱和場面的技巧
讓客戶態(tài)度開放的技巧
引導(dǎo)客戶進(jìn)入狀態(tài)，直面問題的技巧
改變客戶需求優(yōu)先級的技巧
有效展示產(chǎn)品/服務(wù)/方案的特色、優(yōu)勢、利益，獲得客戶的支持
如何有效處理及消除客戶的關(guān)鍵顧慮
轉(zhuǎn)換面談的客戶成為客戶公司內(nèi)部銷售的技巧
如何進(jìn)行以客戶為中心的締結(jié)技巧
After the course, participants will learn:
Learn how to use “Sales Call Planner” as supportive tool for the preparation of the sales call. The sales manager could use the “Sales Call Planner” as supportive tool for the sales couch.
Master the buyer’s psychology, to learn how to identify stage and do thing differently.
Gain clients’ trust quickly.
How to build up the rapport, and opening
To put client into the ready mode for the guiding
To guide clients to answer the question frankly and quickly
To shape clients’ needs priority to meet our competitive advantage
To storytelling how we solve their issues
Handle clients’ concern and solved with effective manner
To recruit clients to our internal salesperson
How to close the deal引導(dǎo)式銷售技巧
Guided Selling Skill
模塊 Module
課程大綱 Outline
時間分 Time (m)
教學(xué)方法 Activity
課程導(dǎo)入
Introduction
開場（客戶方）Opening by host
破冰活動 Ice breaking
研討公約 Ground rules
課程介紹 Overview of the program
討論：學(xué)員面臨的挑戰(zhàn)是什么？Activity: What is the challenge?
30分
內(nèi)容講解
猜猜看
小組討論
Lecture
Small game
Group discussion
第一單元
Module 1
銷售的基本原理
Principle of the sales
單元目的：讓學(xué)員了解客戶的購買流程就是一個決策流程，而銷售要跟著客戶的韻律而動，才能掌握客戶的需求，提供產(chǎn)品/服務(wù)/方案
Objective: to learn the buyer psychology, and work on buyer’s movement, not salesperson
銷售的定義：幫助客戶做出決策與采取行動的過程
The definition of SALES
三種購買的原因：改善、追求、避險
3 reasons to buy: improvement, pursue, risk-avoidance
傳統(tǒng)和現(xiàn)代銷售模型的比較
Comparison of the traditional and modern model
購買者的關(guān)注點變化：階段一、二、三
The shift of focus from buyer’s perspective
銷售過程管理：銷售步驟對應(yīng)購買階段
Sales process/pipeline management
活動：客戶可能擁有的問題或客戶的購買流程
Activity: customer’s challenges
90分
內(nèi)容講解
技巧演示
小組討論
Lecture
Demo
Group discussion
第二單元
Module 2
信任圈的建立
Trust circle
單元目的：獲得客戶的信任是銷售成功的重要基礎(chǔ)，如何使用正確技巧獲得客戶就顯得非常重要。
Objective: to gain the trust from clients are crucial, only proper skill can win the trust
建立信任的方法：經(jīng)驗、組織、推薦、你
Method to gain trust: experience, organization, recommendation, YOU
聆聽技巧：聆聽和尋問
Listening skill: listening and questioning
五種助語的使用
5 supportive phrases
活動：
讓學(xué)員熟悉助語的用法
選擇自己的客戶，填寫【銷售拜訪計劃表】的基本資料
Activity:
Practice the supportive phrases
Select potential client, to fill in the SCP
45分
內(nèi)容講解
技巧演示
話術(shù)準(zhǔn)備
小組討論
工具：SCP
二人角色扮演
Lecture
Demo
Prepare script
Group discussion
Tool: SCP
2 person role play
第三單元
Module 3
暖場開場
Warm-up and Opening
單元目的：一個好的開場可以讓后續(xù)的銷售拜訪更為順利，在這個單元中教導(dǎo)學(xué)員如何設(shè)定一個清楚和明確的拜訪目的。
Objective: good opening can facilitate the sales call. How to setup a good sales call objective.
暖場及轉(zhuǎn)場：這是獲得客戶信任的第一個接觸，要精心設(shè)計以建立連接
Warm-up and transition: How to pathfinding the link between clients and us?
開場的步驟：如何有效開場對銷售拜訪的結(jié)果，有直接及關(guān)鍵的影響
Opening: How to do the opening properly
策略人物：在客戶端，有哪些策略性的人物會影響銷售的過程？
Stakeholders: find out the stakeholders who has the influence for the deal
60分
內(nèi)容講解
技巧演示
話術(shù)準(zhǔn)備
小組討論
工具：SCP
三人角色扮演
Lecture
Demo
Prepare script
Group discussion
Tool: SCP
3 person role play
第四單元
Module 4
引導(dǎo)尋問
Guided discovery
單元目的：只是了解客戶說的需求，這是不夠的！我們還需要知道客戶為什么有這個需求，在需求滿足后的感覺/價值。更重要的是我們要能夠引導(dǎo)客戶的需求，到我們的獨特能力。
Objective: To guide clients’ needs and wants to our competitive advantage
明確關(guān)鍵能力：關(guān)鍵能力就是獨特并有效解決客戶問題的能力，這就是引導(dǎo)尋問的方向。
Identify our key strength: the capabilities are unique in the market, and valuable to clients
問題的類型：開放式及限制式，這是最廣為了解，卻最難以掌握的技巧，但在引導(dǎo)客戶的運用是非常重要。
Types of question: Open and close question
前導(dǎo)式提問：透過三個簡單回答的問題，讓客戶進(jìn)入被引導(dǎo)狀態(tài)
Leading question: 3 leading question to put clients into ready mode
引導(dǎo)式提問：開放型、控制型、確認(rèn)型
Guiding question: Open, control and confirm
活動：前導(dǎo)式及引導(dǎo)式提問的腳本設(shè)計
Activity: to design the sales script
創(chuàng)見問題解決的價值（選項）
To create the value of the challenges (Option)
互動：創(chuàng)見價值提問的腳本設(shè)計
Activity: To design the value question script
活動：角色扮演
Activity: Role play
180分
內(nèi)容講解
技巧演示
話術(shù)準(zhǔn)備
小組討論
工具：SCP
三人角色扮演
Lecture
Demo
Prepare script
Group discussion
Tool: SCP
3 person role play
第五單元
Module 5
展示方案
Storytelling
單元目的：在客戶挖掘出自己的需求后，銷售人員就開始進(jìn)行展示自己的產(chǎn)品/服務(wù)/方案是如何滿足客戶的需求，展示的時間不能過長，但必須清楚和完整
Objective: Storytelling how we help clients to solve their challenges
展示方案的時機(jī)：大部分銷售人員反的錯誤就是太早于介紹自己的產(chǎn)品。這是一個致命傷。所以，要有方法地判斷，何時介紹自己是一個關(guān)鍵。
The timing of storytelling
連接方案到價值：這是一個搭橋的活動，搭得漂亮，就可以一次到位。
Link the product/service/solution
展示方案的步驟：如何有效展示特色及利益，讓客戶順利接受？
The steps to storytelling
活動：話術(shù)的設(shè)計及角色扮演
Activity: Design of the storytelling, and role play
150分
內(nèi)容講解
技巧演示
話術(shù)準(zhǔn)備
小組討論
工具：SCP
三人角色扮演
Lecture
Demo
Prepare script
Group discussion
Tool: SCP
3 person role play
第六單元
Module 6
處理顧慮
Handle the Concern
單元目的：客戶不會只接觸我們一個供應(yīng)商，也在事前做過研究，所以對于我們也必定有些既有的概念，所以要做出觀點統(tǒng)合的動作。通?？蛻艚邮芪覀兊某潭仍礁撸瑢τ陬檻]的提出也越踴躍。
Objective: We will never be the only one supplier for clients. More preference from clients, more concerns followed.
競爭分析，預(yù)見負(fù)面反饋：預(yù)期客戶可能提出的顧慮，有許多是來自于競爭者的信息，而我們要如何成功處理？
活動：收集客戶的顧慮顧慮
Analysis the competition, and foresee the concerns
Activity: brainstorming the possible concerns from clients
獲取反饋清單：如何能夠順利處理客戶的顧慮，就在這里發(fā)生的！處理好，就可以順利進(jìn)行下一步，如果不行，那就要重新開始。
Obtain the concern list: never solve the concern one by one, but at once.
明確反饋背后的利益
Identify the benefit behind the concerns
明確反饋類型并回應(yīng)
Identify the concerns and handle them
活動：反饋類型處理練習(xí)
Activity: role play on different concerns
180分
內(nèi)容講解
技巧演示
話術(shù)準(zhǔn)備
小組討論
工具：SCP
三人角色扮演
Lecture
Demo
Prepare script
Group discussion
Tool: SCP, post-it
3 person role play
第七單元
Module 7
贏得承諾
Win the commitment
單元目的：應(yīng)該以客戶為中心地制定后續(xù)跟進(jìn)事項。讓客戶為我們在他們的公司內(nèi)部，推動我們的業(yè)務(wù)
Objective: Close the sales call by the follow-up activity from both parties: clients and salesperson side
轉(zhuǎn)移到達(dá)成協(xié)議：轉(zhuǎn)移到最后階段的時機(jī)及方式
Transition to the agreement: the timing and skill
總結(jié)客戶整體價值：銷售拜訪的最后一個有力的價值推動
Conclude the overall benefit
提出承諾建議：如何引導(dǎo)客戶成為我們在客戶公司的內(nèi)部銷售
Propose the next step, to guide client as our internal salesperson
活動：單一技巧的角色扮演或全套的角色扮演
Activity: role play on the skill or overall process
45分
內(nèi)容講解
技巧演示
話術(shù)準(zhǔn)備
小組討論
工具：SCP
三人角色扮演
Lecture
Demo
Prepare script
Group discussion
Tool: SCP, post-it
3 person role play
總課時長度 Total training time
= C7+C6+C5+C4+C3+C2+C8+C9 \* MERGEFORMAT13小時 0分休息時間 (break time)：上下午各一場 15 分鐘休息 15 min per am/pm
中飯休息時間 (lunch hour)：1 個小時 1 hour

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