您现在的位置是:首页 > 桑德拉文献 > 正文
文献资料
桑德拉原则26 : 尽管客户会在高压销售下购买商品
信息来源:桑德拉    发布时间:2013-04-01    浏览次数:
Have you ever built a proposal or recommendation around your
reasons, rather than the prospect’s?

你是否曾经围绕着你自己的,而不是顾客的理由,提出建议或推荐?
 
• What is the “hard sell?” 什么是“高压销售”?
• Can it ever sound “soft?” 它能听起来“温柔”些吗?
• Whose reasons should be driving the sales discussion? 应该是谁的理由来推动销售讨论?
 
You might think that the “hard sell” approach is a thing of the past in professional sales. That’s because most sales organizations have adopted some form of “consultative” selling model, where the salesperson aims to “partner” with the prospect in an effort to develop an appropriate solution.
你可能会想“高压销售”是过时的职业销售方式。那是因为现在大多数销售公司采用了“咨询式”销售模型,销售人员目标在于成为潜在顾客的“伙伴”共同设计解决方案。
In theory, that approach makes sense. In practice, however, even though there’s a lot of talk about “partnering” and being “consultative,” too many salespeople still rely on, and structure their selling approach and eventual presentation around, things like:
理论上,这种方式是有道理的。但是在实践的时候,虽然很多人在谈论“伙伴式”和“咨询式”的销售方式,仍然有很多销售人员还在依靠或围绕以下列出的内容在开发销售和讲演:
 
• The features, benefits, and unique selling points of the product or service产品或服务的功能特征、好处以及独特的卖点
• Their company’s history  他们公司的发展历史
• The product’s reputation for reliability 产品可靠性
• Their customer testimonials  客户评论
• And so on. 等等
 
Salespeople raise all of these subjects in an effort to guide the prospect to a buying decision – even though they don’t know what, if anything, is causing pain in the prospect’s world.
销售人员往往在这些方面做足文章,试图诱导顾客去做购买决定—尽管他们并不知道顾客的“痛”源自何处。
 
                                                                                                                                    
WHOSE REASONS ARE YOU TALKING ABOUT?
你在谈论谁的原因?
 
When you build your sales approach around your reasons for the prospect to buy, it’s still the hard sell, even if your demeanor is not aggressive or demanding. When people end up buying from you after you make such appeals, they’re buying in spite of your hard sell, not because of it.
You need the prospect’s reasons!
如果你的销售方式是围绕着你的原因让顾客去买,那么这种销售仍然是高压销售,即使你的态度并不咄咄逼人或者过分要求。如果他们因为你的大力推荐最终买了,他们是尽管对高压销售感到不舒服但还是买了,而不是因为你的高压销售有效。你需要考虑潜在顾客的理由而不是你自己的理由!
 
Make the effort to discover the prospect’s specific reasons for buying your product or service, as well as their criteria for buying from one company rather than another. Then, structure your approach and presentation around what you have discovered.
努力发现潜在顾客购买你产品或服务的特定理由,以及他们决定从你们公司买而不是从别的公司买的标准是什么。然后,围绕着你已经发现的信息来设计销售方式和客户演讲。
 
 
SHOULD YOU EVEN BE PURSUING THIS?
 
 
If your product or service, or your company, can’t meet at least some of the prospect’s requirements, rethink whether it makes sense to pursue the opportunity any further. If there is no connection between what you offer and what’s going on in this person’s world, the “hard sell” – whatever form it may take – is not going to create that connection. (See also Sandler Rule # 27: You Can’t Sell Anybody Anything – They Must Discover They Want It.)
如果你的产品或服务,或者你们公司,不能满足客户的部分要求,你需要三思是否要继续追求这个机会。如果你所提供的与顾客想要的东西之间没有什么关联,无论采用什么方式的“高压销售”都不会帮助建立起这种联系。(参照桑德拉原则27:你无法销售任何东西给任何人—除非他们自己发现想要。)


点击查看在线视频