销售核心技能与渠道管理培训

销售核心技能与渠道管理培训LearningOrganization学习型组织Ifyousowanidea,youreapanactionIfyousowanaction,youreapahabitIfyousowahabit,youreapacharacterIfyousowacharacter,youreapdestiny思想-行动-习惯-性格-命运Training&Coaching培训与训练Training：makesuresomepeoplecandosomething。Coaching：makesuresomebodybegoodatsomething。Amateurs&ProfessionalsHowtobeasuccessfulsales成功销售人员的三个境界8SalesCoreCompetency八大核心基本销售技能8WhatCountFactors八大核心成功要素SubconsciousandPsychologicalintegration潜意识与精神层面的融会贯通SalesCoreCompetency销售核心技能SalesCoreCompetency:1BasicVisitingProcedures（基本拜访步骤）2PersuasiveSellingFormat（劝说性销售）3CommunicationSkill（沟通技巧）4AccountPenetration（客户渗透)SalesCoreCompetency销售核心技能5HandleObjection（处理放对意见）6TimeManagement（时间管理）7NegotiationSkill（谈判技巧）Makingbusinessplan(制订生意计划）8ConceptualSelling（概念性销售）SalesCoreCompetency销售核心技能SalesCoreCompetencyRecordandReport（记录与报告）FourFundamentals（销售四项基本原则）CommonSense（销售常识）I.BasicVisitingProcedures(基本拜访步骤）1previewplan（预习）2checkingdistribution（检查分销）3persuasiveselling（劝说销售）4collection（收款）5merchandizing（助销）6recordandreports(记录与报告）7reviewandplaning(回顾与计划）II:PersuasiveSellingFormat劝说性销售Solesellinggeneralrules（销售铁律）customeronlybuywhattheyneedandwant消费者只买他们需要的东西A:SellingprincipleI（销售原则一）What’scustomerrealneedandwantbyCommunicationskillandAccountPenetrationPersuasiveSellingFormat劝说性销售B:SellingprincipleII（销售原则二）Proveyourproposalcansatisfycustomerneedsandwants(keypartofselling)byPersuasiveSellingFormat,ConceptualSelling,HandlingobjectionandNegotiationSkillPersuasiveSellingFormat劝说性销售1Summarizethesituation(背景介绍）1)Goodunderstandcustomerneeds,wants（明确客户需求）A:JustmeetB:AlmostmeetbutnotspecificC:MustfindcustomerneedsandwantsPersuasiveSellingFormat劝说性销售2)Introduceonerealbenefit（介绍一真正利益）A:GeneralB:SpecificFishingexamplePersuasiveSellingFormat劝说性销售2StateyourIdea（陈述主意）3ExplainHowyourideaworks（解释主意）1)Numbers数字化2)Logic逻辑化PersuasiveSellingFormat劝说性销售4Stressthekeybenefit:（强调关键利益）1)Helpcustomermakedecision（帮助客户决策）2)Testyouridea（重新测试你的主意）PersuasiveSellingFormat劝说性销售5Suggestaneasynextstep（建议容易进行的下一步）1)Differentwithotherstep,itcanbedoneanytime（独立性）2)Confidencetoencouragecustomermakeawisedecision（自信心）3)Endingtypes（结尾方式）III.Communication沟通能力KeyisOpenness（开放是关键）NoValuestatement（消除价值判断）Oralcommunication（口头沟通）7communicationskillandbodylanguage(七大口头沟通及身体语言沟通)Writingcommunication(书面沟通)6principles(书面沟通六大原则)IV.Howtomakebusinessplan(如何制定生意计划)OGSM:1Objective:Whatinliteral(目的)2Goals:Whatinquantity(数量目标)3Strategy:HowtoachieveOGinliteral(文字策略)4Measures:HowtoachieveGinnumbers(数据衡量)IV.Howtomakebusinessplan(如何指定生意计划)STARprinciple(星则)1Steps(步骤)2Timing(时间分配)3Assistance(相关资源)4Responsibility(明确职责)V:HowtoHandleObjection处理放对意见WhatisObjection（定义）Howtoreduceobjection（如何减少反对意见）CustomersPlan,objective,Behavior（客户计划，目标，行为方式）CustomerIntimacy（客户关系）Unreasonablebenefit（客户利益的真实性）KDM（关键决策人物）Howtoreduceobjection－CRM(如何减少异议）Customerrelationship(客户关系种类）-contractionrelationship（交易型关系）-consistentforecasting（持续型购买预测）Howtoreduceobjection－CRM(如何减少异议）Servicelevel（服务层次）Firstly,Nodynamicrelationship,butprovideefficientserviceinpoliteway（第一层次：无动态关系，但能以礼貌的方式提供有效率的服务）Howtoreduceobjection－CRM(如何减少异议）Servicelevel（服务层次）Secondly,Provideselectedinfotoselectedcustomer,optimizeeverycontactopportunity(第二层次:特定的信息给特定的客户，充分利用与客户的每一次接触）Howtoreachthesecondservicelevel（如何达到深层次服务水平）1Usetargetedandfocusedmarketingrememberthe“80/20rule”(细分客户市场，瞄准重点客户）Expect80%ofyoursalesfrom20%ofyourmarket.Howtoreachthesecondservicelevel（如何达到深层次服务）2,Developauniquesellingproposition(Macdonald,FedEx,Marlboros)（建立独特的销售主张）Howtoreachthesecondservicelevel（如何达到深层次服务）3，Calculatethelifetimevalueofacustomer（计算客户终身价值）Year0-1600Year2-3200Year4-5200Year6-73,200Year8-93,200Totalvalue16,400Howtoreachthesecondservicelevel（如何达到深层次服务）4,Alwaystestpricing,guaranteeanddiscounts（测试，测试，测试）5,Alwaysdatabaseyourcustomersandprospects（永远数据化跟踪客户信息）Howtoreachthesecondservicelevel（如何达到深层次服务）6,Marketemotionallyaswellascognitively(benefits&features)（情感诉求和理性诉求）Howtoreachthesecondservicelevel（如何达到深层次服务）7,OrganizeYourbusinessandintegratetotalfunctionstotoensuretotalsuccess（客户服务乃公司所有部门人员之天职）HowtoHandleObjection处理放对意见Realobjection（真正的反对意见）Fromthepointofbuyer’sview（客户角度定义）ConsistentProbe（持续地刺探）Communicationskill,Opentalk,mastery（沟通技巧，开放环境，内行）HowtoHandleObjection处理放对意见Falseobjection（虚假的反对意见）Definition（明确概念）Hardtodefend（难于捍卫）Turnintorealobjection（易变真性）HowtoHandleObjection处理放对意见HOprocess（基本步骤）Identifytherealobjection（发现真正的反对意见）Understandingtherealobjection（理解真正的反对意见）Verifyingtherealobjectiontransformitintoaquestioncanbesolved（确认真正的反对意见，把它转变为一个可解决的问题）Handleobjection（处理反对意见）HowtoHandleObjection处理放对意见QuestionandAnswer（问题解答）1Whyobjectionemerge（为何会出现反对意见）2HowtoHandleObjection（如何处理反对意见）VI:Timemanagement时间管理Timeismoney,timeislife(时间本质)Work,family,society,entertainmentMainPrinciples(主要原则)1introspection2objectivesetting3importance&urgency4specificproceduresVII.AccountPenetration客户渗透1Why(原因)1)gettrustfromcustomers2)enjoyyourownwork2types(类型)1)OGSM(objective,goals,strategy,measures)2)Database3)Relations4)System/structure5)CultureVIIIConceptualSellingDifficulty:Skilllevel•Return