《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
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