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5招实用销售技巧拿下停滞的客户

你在谈判试图达成一项共识时,看上去成交有戏了;但是,不幸受到阻碍,客户告知你他们暂时还不能立刻做出决定。

如: “我还需要和我的老板谈谈,他正在度假,晚点我再答复你?”

面对这样的借口,你毫无办法,你觉得自己表现已经很完美了。但是没关系,现在提供五个技巧帮你解决这些被卡住的生意。

 

1. Hack yourpitch  改好你的说辞

You might thinkyour sales pitch is flawless, but sometimes you might overlook small detailsthat are causing problems.

你可能认为你的销售说辞很完美了,但有时你可能忽略掉一些细节,恰恰这些细节容易引发问题。

As you make thesame sales pitch multiple times, take note of the objections you hear and atwhat point in your presentation they occur – there may be something about whatyou’re saying that is ambiguous or has a negative spin. Keep ironing out thekinks until the objections are minimized or disappear completely. This is how alittle bit of scientific analysis can go a long way to eliminating hesitationand sticking points.

同样的销售说辞你可能已经使用过无数遍了,留意过程中你听到的客户异议,以及这些异议在演说过程中的什么时间会出现——有些观点你表达得过于模糊,有些可能有负面效应。清理所有的障碍物,确保客户抗拒的最小化。多一点科学分析的态度对待你的销售说辞,这可以帮你打消客户迟疑并强化观点。

Producing aprinted FAQ can be very useful if your prospect has to discuss the product withtheir colleagues.

制作一份打印的常见问题清单(FAQ),这将在客户需要与同事进行产品讨论时非常有帮助。

 

2. Pace yourself  掌控好节奏

Nobody likes apushy salesperson, so if you frequently encounter stalling objections, it mightbe that you’re trying to close too early. Or, you might not making the benefitsclear, skimming over details or just insisting on moving the negotiations intothe next phase without achieving consensus on the last.

没有人会喜欢过于强迫的销售,如果你经常遇到客户停滞的状态,有可能是你太过急于获得成交了。或者,你可能并没有把利益陈述清楚,略过了一些细节,或是在没有达成共识的时候依然坚持把销售推动到下一阶段。

You need to takethe pressure down. Pace the negotiation and ensure that you’ve got buy-in ateach step of the sales process and you won’t risk losing your prospect’sconfidence in you.

你需要卸下一些压力。掌控对话的节奏,确保你在销售过程的每个阶段都获得了客户认可,你也不希望拿客户对你的信心来冒风险。

 

3. Probe intothe objection  诊断客户抗拒

Your prospectmight not know what their objections are. They’re experiencing a vague sense ofuncertainty so they’ll seek to regain their bearings and think about what it isthey really want – by stalling. That’s when you need to discover theirmisgivings by asking probing questions. For example:

你的客户可能不知他们的抗拒是什么。他们只会有一丝不确定的模糊感觉,所以他们寻求重新掌控,思考什么才是他们真正想要的——通过停滞。这时你便需要通过试探性问题来发现客户担忧。例如:

Find out whatthey like and dislike about the product

找出客户对于产品喜欢的地方和不喜欢的地方

Ask what isstopping them from making a purchase decision right now

询问是什么原因让客户暂时不能决定购买

Get them tothink hypothetically – “If you were satisfied that our product will cut youroperating costs by 20% over the next year, would that influence your decision tobuy?”

带领客户思考假设性问题——“如果你很满意我们的产品能够帮你节省来年20%的运营成本,这会不会促使你决定购买?”

The answers tothese questions will enable you to hone in on their uncertainties, eliminatethem and advance the negotiation.

这些问题的答案可以帮你推敲客户的担忧,消除它们你便可以推动销售的进程。

 

4. Sympathisewith the prospect与客户产生共鸣

Of course thestalling objection is frustrating, but it’s a totally natural part of the buyingprocess. Your prospect might need time to consider the offer itself or explorealternatives. Or, they might be purchasing on behalf of their company. If yourproduct fails, they are the ones who are going to have to answer for it.

当然销售停滞是让人沮丧的,但这也是购买过程中天然的一部分。你的客户需要时间来思考提案,或是寻找对比方案。也有可能是他们代表公司进行购买,如果你的产品出问题了,他们便需要承担相应的责任。

If you reallycan’t probe any further, acknowledging that their reasons for stalling arelegitimate will strengthen your rapport and ensure that the next phase has thebest chance of success.

如果你无法获得更深入的信息,平静接受客户停下来的理由,这将帮你强化与客户之间的关系,确保下一阶段能够创造最好的机会

 

5. Make the nextmove theirs让客户行动

So you’veperformed everything in your repertoire of sales techniques but still arrive atan unavoidable stall. At this stage it’s important to agree on a very clearnext step that puts the onus on the prospect. For example, if they say theyneed to run it past their management committee, find out exactly when thatmeeting will be and explicitly schedule when you expect them to get back toyou.

所以你已经榨干了你所有的销售技巧,但依然不可避免地遇到停滞。这种情况下,和客户协定达成明确的下一步行动非常重要,同时也把责任转移给客户。例如,如果客户说他们需要获得管理层的通过,那么明确会议的时间,和客户敲定获得答复的时间表。

If they don’t ,there’s nothing wrong with politely holding them accountable for their lack ofexecution. Respond by clearly identifying the failure and determine  a new timeline.

如果客户没有动作,你也可以认为客户缺乏执行力。重要的是识别出当下的阻碍,并制定新的行动计划。

 

有些看起来很热门的机会,未必会像你想象中那么给力

As salespeople,we can accumulate so many stalled leads that it totally clogs our salespipeline. We get a false sense of achievement with our mountain of supposedly“warm” leads. Chances are, though, that those aren’t warm leads – they’re deadcold. They’ve already made the decision not to buy, but they’re stringing youalong because they’re too afraid to tell you “no”.

作为一名销售,我们时常在销售机会管理管道中积累一堆停滞的机会。我们用这些“热门"机会来迷惑自己。但事实上,这些热门机会未必像你想象中的一般热门——它们也许比冰冷还冷。客户可能已经做出决定不再购买,但他们依然拖住你,有可能只是因为他们害怕说出“不”字。

If you’veprepared, pitched, probed and followed-up as best you can, don’t be afraid ofletting go of your stale leads. It’ll free up time for prospecting and keep thepipeline moving.

如果你充分准备了,游说过了,诊断过了,跟进过了,一切已经做到了最好,不要害怕放弃这些停滞的机会。这将解脱你的大量时间,你可以用来开发潜在客户,保持销售管道继续前进。

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