Guided Selling Skill 引导式销售技巧 - 2天

引导式销售技巧

Guided Selling Skill

概 述 Background

销售是帮助客户做决策与行动的过程，而销售的本质就是改变。不论是客户自己要改变，还是我们希望客户改变而进行销售。经过许多的研究和发展，发现在这些的行为背后都有一个固定的模式和流程，而本课程就是基于这个模式和流程所开发的。

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.

许多销售人员犯的最大错误就是急于推销自己的产品，而一个成熟的销售人员懂得使用引导技巧，引导客户自己去思考如何解决自己的问题，并决定立刻采取行动。“引导式销售技巧”采取以客户为中心的方式，引导客户从认识自己的问题及解决问题的价值，连接销售产品到客户的需求，在处理竞争（谈判）后，最后达成双赢的承诺。

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.

在挖掘客户需求的时候，经常碰到客户拒绝配合回答，本课程会教导立即有效易学的技巧/步骤，让客户进入被引导的状态，会配合销售人员的提问而回答，也在这样的状态下，销售人员有办法去影响客户对于需求优先级的判定，而增加销售人员成交的机会。

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.

许多销售技巧的课程会提供制式的案例或录像带，让学员在课程中进行练习和学习，然而在有限的培训时间中，学员还要花时间去理解与他们无关的案例，实属时间的浪费。本课程的设计是以学员自己的案例来进行研讨，在课程结束后即完成自己案例的脚本，可以在课后立刻在工作上使用。

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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.

本课程提供 A3 大小的【销售拜访计划表】（SCP）帮助学员在课程进行中，针对自己的客户进行销售计划，在课后依照“客户拜访计划表”进行销售及维护的工作。

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”

课程可以定制化的部分：

销售中使用的名称可以依照培训客户的习惯用语，进行调整

授课的时候，可以配合培训客户的 CRM 系统（例如：salesforce.com），调整授课的用语

客户拜访计划表的设计，可以依照培训客户的需求进行调整

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

学习流程 Learning Process

在课程中，学员将通过不同形式学习活动，来学习以下课题：（这些活动将包括小组与全体讨论、个人与结队练习等…）

掌握客户的购买心理及购买阶段，对应发展自己的销售步骤

销售成功的基石是信任，如何有效获得客户的信任

见到客户的开启暖场及开场，对销售拜访创造良好的开始

透过设计的问句，让客户愿意配合回答并接受引导的提问，创造客户的需求优先级

在客户理解自己的需求后，进行产品/服务/方案的特性、优势、利益

预测客户的顾虑，依照顾虑类型采取不同的处理方法

以客户为中心地制定后续跟进事项，完成有效的销售拜访

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

课程收益 Benefits

在课程结束后，学员将学会以下技巧及收获：

使用工具作为销售拜访的准备，主管也能透过【销售拜访计划表】检查销售人员准备的状态，而进行辅导

掌握客户购买的心理

获得客户信任的技巧

见面后，快速热和场面的技巧

让客户态度开放的技巧

引导客户进入状态，直面问题的技巧

改变客户需求优先级的技巧

有效展示产品/服务/方案的特色、优势、利益，获得客户的支持

如何有效处理及消除客户的关键顾虑

转换面谈的客户成为客户公司内部销售的技巧

如何进行以客户为中心的缔结技巧

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引导式销售技巧

Guided Selling Skill

模块 Module

课程大纲 Outline

时间分 Time (m)

教学方法 Activity

课程导入

Introduction

开场（客户方）Opening by host

破冰活动 Ice breaking

研讨公约 Ground rules

课程介绍 Overview of the program

讨论：学员面临的挑战是什么？Activity: What is the challenge?

30分

内容讲解

猜猜看

小组讨论

Lecture

Small game

Group discussion

第一单元

Module 1

销售的基本原理

Principle of the sales

单元目的：让学员了解客户的购买流程就是一个决策流程，而销售要跟着客户的韵律而动，才能掌握客户的需求，提供产品/服务/方案

Objective: to learn the buyer psychology, and work on buyer’s movement, not salesperson

销售的定义：帮助客户做出决策与采取行动的过程

The definition of SALES

三种购买的原因：改善、追求、避险

3 reasons to buy: improvement, pursue, risk-avoidance

传统和现代销售模型的比较

Comparison of the traditional and modern model

购买者的关注点变化：阶段一、二、三

The shift of focus from buyer’s perspective

销售过程管理：销售步骤对应购买阶段

Sales process/pipeline management

活动：客户可能拥有的问题或客户的购买流程

Activity: customer’s challenges

90分

内容讲解

技巧演示

小组讨论

Lecture

Demo

Group discussion

第二单元

Module 2

信任圈的建立

Trust circle

单元目的：获得客户的信任是销售成功的重要基础，如何使用正确技巧获得客户就显得非常重要。

Objective: to gain the trust from clients are crucial, only proper skill can win the trust

建立信任的方法：经验、组织、推荐、你

Method to gain trust: experience, organization, recommendation, YOU

聆听技巧：聆听和寻问

Listening skill: listening and questioning

五种助语的使用

5 supportive phrases

活动：

让学员熟悉助语的用法

选择自己的客户，填写【销售拜访计划表】的基本资料

Activity:

Practice the supportive phrases

Select potential client, to fill in the SCP

45分

内容讲解

技巧演示

话术准备

小组讨论

工具：SCP

二人角色扮演

Lecture

Demo

Prepare script

Group discussion

Tool: SCP

2 person role play

第三单元

Module 3

暖场开场

Warm-up and Opening

单元目的：一个好的开场可以让后续的销售拜访更为顺利，在这个单元中教导学员如何设定一个清楚和明确的拜访目的。

Objective: good opening can facilitate the sales call. How to setup a good sales call objective.

暖场及转场：这是获得客户信任的第一个接触，要精心设计以建立连接

Warm-up and transition: How to pathfinding the link between clients and us?

开场的步骤：如何有效开场对销售拜访的结果，有直接及关键的影响

Opening: How to do the opening properly

策略人物：在客户端，有哪些策略性的人物会影响销售的过程？

Stakeholders: find out the stakeholders who has the influence for the deal

60分

内容讲解

技巧演示

话术准备

小组讨论

工具：SCP

三人角色扮演

Lecture

Demo

Prepare script

Group discussion

Tool: SCP

3 person role play

第四单元

Module 4

引导寻问

Guided discovery

单元目的：只是了解客户说的需求，这是不够的！我们还需要知道客户为什么有这个需求，在需求满足后的感觉/价值。更重要的是我们要能够引导客户的需求，到我们的独特能力。

Objective: To guide clients’ needs and wants to our competitive advantage

明确关键能力：关键能力就是独特并有效解决客户问题的能力，这就是引导寻问的方向。

Identify our key strength: the capabilities are unique in the market, and valuable to clients

问题的类型：开放式及限制式，这是最广为了解，却最难以掌握的技巧，但在引导客户的运用是非常重要。

Types of question: Open and close question

前导式提问：透过三个简单回答的问题，让客户进入被引导状态

Leading question: 3 leading question to put clients into ready mode

引导式提问：开放型、控制型、确认型

Guiding question: Open, control and confirm

活动：前导式及引导式提问的脚本设计

Activity: to design the sales script

创见问题解决的价值（选项）

To create the value of the challenges (Option)

互动：创见价值提问的脚本设计

Activity: To design the value question script

活动：角色扮演

Activity: Role play

180分

内容讲解

技巧演示

话术准备

小组讨论

工具：SCP

三人角色扮演

Lecture

Demo

Prepare script

Group discussion

Tool: SCP

3 person role play

第五单元

Module 5

展示方案

Storytelling

单元目的：在客户挖掘出自己的需求后，销售人员就开始进行展示自己的产品/服务/方案是如何满足客户的需求，展示的时间不能过长，但必须清楚和完整

Objective: Storytelling how we help clients to solve their challenges

展示方案的时机：大部分销售人员反的错误就是太早于介绍自己的产品。这是一个致命伤。所以，要有方法地判断，何时介绍自己是一个关键。

The timing of storytelling

连接方案到价值：这是一个搭桥的活动，搭得漂亮，就可以一次到位。

Link the product/service/solution

展示方案的步骤：如何有效展示特色及利益，让客户顺利接受？

The steps to storytelling

活动：话术的设计及角色扮演

Activity: Design of the storytelling, and role play

150分

内容讲解

技巧演示

话术准备

小组讨论

工具：SCP

三人角色扮演

Lecture

Demo

Prepare script

Group discussion

Tool: SCP

3 person role play

第六单元

Module 6

处理顾虑

Handle the Concern

单元目的：客户不会只接触我们一个供应商，也在事前做过研究，所以对于我们也必定有些既有的概念，所以要做出观点统合的动作。通常客户接受我们的程度越高，对于顾虑的提出也越踊跃。

Objective: We will never be the only one supplier for clients. More preference from clients, more concerns followed.

竞争分析，预见负面反馈：预期客户可能提出的顾虑，有许多是来自于竞争者的信息，而我们要如何成功处理？

活动：收集客户的顾虑顾虑

Analysis the competition, and foresee the concerns

Activity: brainstorming the possible concerns from clients

获取反馈清单：如何能够顺利处理客户的顾虑，就在这里发生的！处理好，就可以顺利进行下一步，如果不行，那就要重新开始。

Obtain the concern list: never solve the concern one by one, but at once.

明确反馈背后的利益

Identify the benefit behind the concerns

明确反馈类型并回应

Identify the concerns and handle them

活动：反馈类型处理练习

Activity: role play on different concerns

180分

内容讲解

技巧演示

话术准备

小组讨论

工具：SCP

三人角色扮演

Lecture

Demo

Prepare script

Group discussion

Tool: SCP, post-it

3 person role play

第七单元

Module 7

赢得承诺

Win the commitment

单元目的：应该以客户为中心地制定后续跟进事项。让客户为我们在他们的公司内部，推动我们的业务

Objective: Close the sales call by the follow-up activity from both parties: clients and salesperson side

转移到达成协议：转移到最后阶段的时机及方式

Transition to the agreement: the timing and skill

总结客户整体价值：销售拜访的最后一个有力的价值推动

Conclude the overall benefit

提出承诺建议：如何引导客户成为我们在客户公司的内部销售

Propose the next step, to guide client as our internal salesperson

活动：单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

内容讲解

技巧演示

话术准备

小组讨论

工具：SCP

三人角色扮演

Lecture

Demo

Prepare script

Group discussion

Tool: SCP, post-it

3 person role play

总课时长度 Total training time

= C7+C6+C5+C4+C3+C2+C8+C9 \* MERGEFORMAT13小时 0分休息时间 (break time)：上下午各一场 15 分钟休息 15 min per am/pm

中饭休息时间 (lunch hour)：1 个小时 1 hour