刘涛海《专业的销售技巧》

《专业的销售技巧》课程目录

（三天版内容）培训师：刘涛海

培训目标:

通过系统的销售知识与技能培训，让销售人员对销售工作有全面的认知，并具备市场拓展的初级能力。

培训方法：

知识点讲解＋角色扮演＋案例谈论＋视频分析

培训内容：

第一篇成为专业销售人才····················································

第一章您的目标——成为专业销售人才······················································

1—1 专业销售人才是训练出来的···················································

1—2 您够专业吗·······································································

1—3 您能学到这些专业销售技巧···················································

第二篇专业销售技巧··························································

第二章销售准备技巧··········································································

2—1 准备①——专业销售人的基础准备···········································

2—2 准备②——销售区域····························································

2—3 准备③——准客户·······························································

2—4 准备④——销售计划····························································

第三章接近客户的技巧（Approach）·······················································

3—1 什么是Approach，····························································

·Approach的含意

·Approach注意点

3—2 什么是Approach，Talk·····················································

·Approach Talk步骤

·Approach Talk范例

3—3 电话接近客户的技巧··························································

·电话技巧的五个步骤

·电话接近技巧范例

3—4 直接拜访接近客户的技巧·····················································

·购买欲望的五个Check Points

·购买能力的三个Check Points

·面对Receptionist的技巧

·面对秘书的技巧

·会见Key man的技巧

3—5 使用信函接近客户的技巧·····················································

第四章进入销售主题的技巧·································································

4—1 进入销售主题的技巧··························································

·进入销售主题的时机

·进入销售主题的技巧

·开场白范例

第五章事实调查的技巧········································································

5—1 事实调查········································································

·什么是事实调查

·要调查什么

5—2 向谁做事实调查································································

Key man

·使用单位

·采购单位

5—3 如何做事实调查································································

·事前的调查

·观查法

·直接询问法

·问卷调查法

第六章 “询问”与“倾听”的技巧·························································

6—1 开放式的询问···································································

·什么是开放式询问

·开放式询问范例

6—2 封闭式的询问···································································

·什么是封闭式询问

·封闭式询问范例

6—3 什么是积极的倾听·····························································

6—4 倾听的技巧·····································································

·培养积极倾听的技巧

·让客户把话说完并记下重点

·乘持客观开拓的胸怀

·对客户所说的话不要表现防卫的态度

·掌握客户真正的想法

第七章将特性转换成利益的技巧····························································

7—1 特性及利益·····································································

·特性（Feature）根据不同目标客户，选择不同销售模式

·优点（Merit）

·特殊利益（SpecificBenefit）

7—2 将特性转换成利益的技巧·····················································

·产品特性转换成特殊利益的销售话语范例

第八章产品说明技巧··········································································

8—1 什么是Presentation·························································

·Presentation的目的

·Good Presentation的特征

8—2 Presentation的技巧·························································

·Presentation的两个原则

·Presentation的步骤及指引

·Presentation范例

·其它注意点

（1）不要顶撞客户

（2）维持良好的商谈气氛

（3）时机

（4）预做Sales Talk准备

（5）运用Sales Aid

第九章异议处理技巧··········································································

9—1 异议（Objection）的含意···················································

·异议是什么

·异议的种类

·专业销售人对异议应有的基本态度

9—2 了解异议产生的基本原因···················································

·原因在客户

·原因在销售代表本人

9—3 异议处理技巧①忽视法······················································

9—4 异议处理技巧②补偿法······················································

9—5 异议处理技巧③太极法······················································

9—6 异议处理技巧④询问法······················································

9—7 异议处理技巧⑤是的（yes）……如果（if）···························

9—8 异议处理技巧⑥直接反驳法················································

第十章 展示的技巧············································································

10—1 展示的含意····································································

·展示类型

·展示前的准备

10—2 展示说明的注意点····························································

·让客户看到、触摸到、用到

·引用动人实例

·使用客户听得懂的语言

·掌握客户关心点，证明您能满足他

10—3 准备您的展示讲稿（Demo Script）·····································

·展示话语的撰写准备步骤

·展示讲稿范例

第十一章建议书作成技巧···································································

11—1 建议书的准备技巧··························································

11—2 建议书的撰写技巧··························································

11—3 建议书的构成及范例·······················································

第十二章缔结的技巧········································································

12—1 缔结（close）的含意······················································

·什么是缔结

·最终缔结

·中途缔结

·试验缔结

12—2 缔结的时机与准则·························································

12—3 缔结的技巧①利益汇总法················································

12—4 缔结的技巧② T字法······················································

12—5 缔结的技巧③前题条件法·················································

12—6 缔结的技巧④价值成本法·················································

12—7 缔结的技巧⑤询问法······················································

12—8 缔结的技巧⑥「yes」…「yes」…「yes」···························

12—9 缔结的技巧⑦哀兵策略法

刘涛海《专业的销售技巧》

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