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Forget about the novel, it’s quite long. Below is the theoretical part of it. Take a look, maybe you need it.

Six Steps to Destroy the Dragon

Six Key Steps to Successful Sales

My sales career started in 1992, which means it has been only fourteen years. . For the first eight years, I was on the front line, destroying cities and villages. For the next six years, I devoted myself to studying top domestic and foreign marketing theories and methods in world-class companies such as IBM and Dell. I was fortunate to study at Tsinghua University (College of Continuing Education and Professional Manager Training Center) and Universities such as Peking University (School of Economics and Management) discuss sales methods with CEO class students from various industries. They not only go deep into the grassroots sales departments of large companies such as Lenovo, NOKIA, and China Mobile, but also provide training and consulting work for small and medium-sized companies in various industries. . I have always wanted to be able to incorporate the resulting sales methods into a larger case, which was the motivation for writing this novel. I know that shopping malls are like battlefields, and sales is the cruelest and greatest profession in real life. Due to limited conditions, most salespeople are hastily sent to the battlefield without adequate training. They rely on their own understanding and talent to fight in fierce competition. It is not easy to win or lose. I have summarized eight years of sales experience and six years of research and recorded it at the end of this book. I hope to guide those who are destined to avoid detours in the future.

Demand, trust, value, price and experience are the five key elements of customer purchasing. The sales team must meet these five elements to successfully win orders, plus the collection of information before sales. Six key steps to successful sales. Each step contains four specific actions, totaling six types and twenty-four moves.

The first type of customer analysis

The second type of building trust

The third type of exploring needs

The fourth type of presenting value

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The fifth way to win the promise

The sixth way to follow up the service

The six ways to destroy the dragon are the basic process of selling to large customers, which still requires internal strength and mental methods. As a foundation and supplemented by sales skills, the sales team can dominate the market and be invincible.

The first type of customer analysis

The sales team’s resources such as sales expenses, time and energy are limited, but the customers are unlimited. Therefore, the sales team must comprehensively and completely collect customer information and analyze it , Only then can we find the real target customers and formulate a sales plan.

Start to identify target customers

End to identify and identify clear sales opportunities

Development Guide: The people who know the customer information best must be people within the customer , a guide is an individual within the client who recognizes our value and is willing to disclose information. When developing guides, we should adhere to the order from easy to difficult, from low level to high level, and from point to surface, gradually establish an intelligence network within the customer, and continuously provide customer information. When there are no sales opportunities, the salesperson's focus is to maintain the relationship with these informants. Sending text messages during holidays can maintain the informant relationship at a low cost.

Collect information: Customer information includes two parts: customer information and customer needs. Customer concerns and needs are not data, so sales staff should collect information in advance before contacting customers so that they can respond accurately. Data is the result of what has already happened, so it is basically fixed, while demand will continue to change during procurement.

Customer information usually includes:

Background information

1. Customer’s contact number, mailing address, website and email address, etc.

2. Business scope, operating and financial status

Usage status

1. Usage of similar products and services (including competitors)

2. Purpose of products and services

3. The customer’s recent purchasing plan and the problems to be solved

Organizational information

1. Talents and leaders of purchasing-related departments

2. Returns and constraints between departments

Personal information

1. Basic information: the customer’s family situation, hometown, university and major of graduation, etc.

2. Interests and hobbies:, favorite sports, restaurants and food, favorite books and magazines

3. Itinerary: Vacation Plans and Itinerary

4. Relationships: friends and rivals within the unit

Competitor information

1. Competitors' product usage among customers and customer satisfaction

2. The name of the competitor’s sales representative and the characteristics of the sales

3. The relationship between competitor sales representatives and customers

Organizational structure analysis: Sales is people-oriented. Before starting sales, sales staff should first single out customers who may be related to purchasing and analyze their role in purchasing. It is necessary Avoid blindly starting a sale without understanding the situation. When analyzing the organizational structure, sales personnel should analyze from the following three dimensions:

Level definition and description

Operation layer Customers who have direct contact with products and services are often the final of users. Although they cannot make decisions in purchasing, they directly operate these equipment, and they have the most say on the quality of the product. There are many of them, and their opinions can also influence purchasing decisions. The level of satisfaction at the operational level ultimately determines the share of the product within this customer. Moreover, some people at the operational level sometimes participate in procurement and become direct influencers of procurement.

Management For small and medium-sized purchases, management may be the decision maker. Each customer's organization has certain authorization, and some purchases only require a signature. For large-scale procurement, there are many departments involved in the procurement, and the management also has the right to make suggestions based on the requirements of their own departments. Although they cannot make decisions, they often have veto power.

Decision-making level

The main leaders within customers are responsible for formulating development strategies, establishing organizational structures, and optimizing operational processes. It can be said that any purchase is based on an investment within their horizon. Through delegation, they delegate unimportant purchases to their subordinates and, if they wish, they always have the final say on purchases. In purchasing, they will make five important decisions: Should they buy? When to buy? What's the budget? Which supplier will you ultimately choose? Do you want to sign the contract?

Function definition and description

Using department The department that uses products and services among customers is often the initial initiator of procurement and the final evaluator of use, and will be used throughout the entire procurement process. .

The technical department is often responsible for procurement planning and post-use maintenance. The technical department is responsible for the planning of a certain procurement area, and some daily procurement is often directly responsible for the technical department.

Purchasing Department

Centralized purchasing is an effective way for customers to reduce purchasing costs, so that they can get better discounts from manufacturers. Customers in different industries have different views on the purchasing department. As it is called, the procurement/finance department is often responsible for comparative evaluation and negotiation based on procurement indicators.

Role Definition and Description

Initiator The person who proposes procurement suggestions feels that some serious problems need to be solved, so he proposes solutions. It is often the user department, and the initiator of procurement related to corporate strategy is often the decision-making customer. It may be a suggestion from employees, or it may be a strategy adopted by decision-makers to retain good employees. Introducing the benefits of your products and services to potential purchasers can often lead to new orders.

Decision-maker is the person in charge of the customer who decides the procurement budget, whether to proceed, and the final supplier purchase. He is the customer's senior leader.

Users are the final users. They participate in the entire procurement process and are one of the important influencers of procurement.

They may be the initiators of the procurement or members of the design and evaluation teams. Products and services are ultimately used by them, so they largely determine customer satisfaction.

The designer refers to the person who plans the procurement plan. The designer is often more than one person, maybe a group. Some purchases are simple and can be carried out directly, but most require careful planning and design. The designer's job is to turn purchasing motivations into purchasing metrics.

Evaluator An evaluator is a person or group who evaluates a potential supplier's solution. They may be the designer or someone else. The evaluator will compare the proposals and commitments of each service provider based on procurement metrics provided by the designer.

Judge sales opportunities: If there is a clear sales opportunity, the salesperson should immediately advance the sales to the next stage. If there is no opportunity for the time being, the sales will still remain in the customer analysis stage, so determine whether it exists Sales opportunities are an important watershed moment. Four areas of questions can help salespeople evaluate sales opportunities: Does a sales opportunity exist? Do we have a solution? Can we win? Is it worth winning?

The second type of building trust

Customer relationship is divided into four stages from low to high: understanding, dating, trust and alliance. When the salesperson finds that there is a clear sales opportunity in the customer, Use the sales mix to quickly advance customer relationships. Different customers have different personality characteristics, so the prerequisite for promoting customer relationships is to identify customer communication styles. Customer communication styles can be roughly divided into four types: analytical, enterprising, expressive and cordial.

Start mark judgment and discover clear sales opportunities

End mark Establish good customer relationships with key customers

Customer relationship development stages:

< p>Stage definition sign activities and descriptions

Understanding the first stage of the customer relationship, the sign is that the customer can call the salesperson by name. Common sales methods include phone calls and visits. A professional sales image and carrying small gifts that customers like can increase customer goodwill. 1. Telephone: Maintain contact with customers via telephone to promote sales.

2. Visit: Meet the customer at the agreed time and place.

3. Small gifts: Provide gifts to customers. The value of the gifts is within the scope allowed by national laws and company regulations.

Dating The salesperson interacts with the customer, usually by inviting the customer to a third-party venue, which is the second stage of the development of the customer relationship. For example, hold exchanges and discussions, invite customers to visit the company, have dinner, sports or entertainment activities. 1. Business activities: Simple business activities mainly include eating, drinking tea, etc. with customers.

2. Local visit: Invite customers to the company or successful customers to visit and inspect.

3. Technical exchange: Sales activities held at specific customer sites include exhibitions, press conferences, demonstrations, introductions, etc.

4． Testing and samples: Provide customers with a test environment for product testing, or provide customers with samples for trial use.

Trust: Obtaining clear and firm support from the customer personally, when the customer is willing to engage in more private activities with the salesperson. 1. Social activities: A variety of

business activities held with customers. These activities usually include dinners, banquets,

sports, competitions, entertainment, etc.

2. Family activities: interact with the client’s family and participate in the client

3. account managers’ private events or invite clients to the account manager’s own private events.

4． Off-site visits: Invite important customers to travel to other places and visit activities.

5. Valuable gifts: Within the scope of national laws, provide customers with gifts that can influence their purchasing decisions.

Alliance: Customers are willing to take actions to help sales staff make sales, such as providing internal customer information, arranging meetings, etc., and clearly showing support when customers make decisions. 1. Threading the needle: Customers are happy to help salespeople introduce colleagues and leaders.

2. Be the guide: Provide salespeople with a steady stream of intelligence.

3. Firm support: When the customer makes a decision, you can stand up and firmly support your own plan.

Judge customer communication style:

We divide customers into four behavioral types. Understanding customer types helps determine how customers behave at a specific moment, allowing us to Respond appropriately to the behavior of others. While there are differences between the various behavior types, they are not necessarily better or worse. There is considerable incompatibility and overlap between the four types, and what each person does at different times may fall into any of the four behavioral types.

Behavioral characteristics Communication style

Analytical

Polite, hidden, logical and fact-oriented, with a strong sense of responsibility. They focus on precision and perfection. Diligence, prudence, perseverance, organization, etc. are also their strengths. Their shortcomings are self-isolation, lack of interest, low publicity, solitary life, and sometimes they even appear a little depressed. If he or she appears hesitant that means they still need to analyze all the data. If they go too far, perfectionism can become a flaw. People of this type will definitely not take risks. They take pleasure in being accurate and being blamed for making mistakes is their biggest heartache. 1. Be systematic, thorough, thoughtful, accurate and focused. Be prepared to answer many "what to do" questions. Present facts rather than analysis. Recognize and acknowledge the need for logic and accuracy.

2. Don't get too close. Don't be too hasty, but be prepared to explain your point of view repeatedly.

3. Allow time to reflect on your assessment and use a wide range of evidence.

4． Compliment him on how accurately he did some of his work.

Affable type

They are characterized by concentration, perseverance, loyalty and reliability. They are diligent workers who will continue to work even when others have given up halfway. Collaborative, easy to work with, trustworthy, responsive, and a good listener. Their weaknesses include hesitation and lack of adventurous spirit, often paying too much attention to the opinions of others, following the rules without making any noise, and often being in a passive state. They usually do not speak or defend themselves, are too submissive to cater to others, and often weigh and hesitate when making decisions. The Agreeable type likes stability and cooperation; change and chaos cause her pain. 1. Be relaxed and easy-going. Be a good listener.

2. Keep things as they are.

3. Follow written guidelines to develop a specific plan.

4． Be prophetic.

5. Always clearly express your approval.

6． Use the word "we". Praise him or her for being a team player.

7. Don't rush, don't rush.

Performance

They have articulate personality traits, are charming, easy-going, helpful, eloquent, and good at communication; what they value is not work tasks, but people and relationships. relationships between people. The disadvantages are lack of patience, overgeneralization, sharp and hurtful words, and sometimes irrational actions. They may also be selfish, scheming, unruly, vengeful, disorganized, and prone to friction with others. The primary need is acceptance and approval from others. They take pleasure in getting recognition and approval from others. Being isolated and alienated is their biggest pain. 1. Focus on developing the relationship; let them see how your suggestions will improve their image.

2. Enthusiastic and honest, responsive to all inquiries.

2. Be kind to their desire to share information, fun stories, and life

experiences.

4． Be friendly and talkative.

5. Ask and answer questions with the word "who" in them.

7. Remember to maintain a warm, friendly and approachable image at all times.

Enterprise

They have ambitious goals, are restless people, and are actioners who are not afraid of taking risks. This kind of person is outgoing, strong-willed, well-organized in speaking and doing things, decisive and pragmatic, and never beats around the bush. Enterprising people focus on work tasks and achieve immediate results, and do not value various interpersonal relationships. They can be opinionated, arbitrary, impatient, slow-tempered, and short-tempered, often unable to pay attention to form and detail.

He or she may also have high demands on others, be unwilling to accept other people's opinions, be controlling, never compromise, and even be arrogant and ruthless. Aggressive people value power, control, and the respect of others. Losing the respect of others, not achieving results, and feeling taken advantage of are their greatest pains. 1． Satisfy the person's need for control.

2． Focus on work tasks and discuss expected outcomes.

3. Code of conduct, well-founded. The expression is concise, accurate and organized.

4. Study answers to "what" questions.

5. What you say should be based on facts, not just feelings.

6. Don't waste time and don't get hung up on details.

7. Various options are available.

The third type of mining needs

Demand is the core element in customer procurement. The definition of demand is: solutions for customers to solve the problems and obstacles encountered in achieving the customer's vision. and the product requirements included in the plan. Sales personnel must have a comprehensive, complete, in-depth and knowledgeable understanding of customer needs and the needs behind them.

Start mark establishes customer relationships with key accounts beyond appointments

End mark Obtain clear needs from customers (usually in writing)

Complete, clear and comprehensive Understand customer needs:

1. Goals and aspirations: The customer's recent goals, such as business goals, mainly include the customer's growth, profitability and asset efficiency goals.

2． Problem: In the process of achieving the customer's goal, the customer has or may encounter obstacles related to our products and services.

3. Solution: Help customers solve the problems they face and how to achieve their goals. Including problem analysis, overall solution, steps, product service usage time, etc.

4. Products and Services: The products and services that need to be procured in the customer’s solution.

5. Procurement Metrics: Detailed and quantified requirements for product and service features in a solution.

Judge the customer purchasing stage:

Purchasing stage content Key customer roles

Discover the initiator of demand purchasing When the customer realizes that he needs to solve a certain problem, this The customer has already entered this stage. The person who discovers the procurement needs is often not the person who can decide to proceed with the procurement. When the initiator submits a procurement request to the decision-maker, the procurement enters the next stage.

Initiator

Internal brewing The initiator submits a procurement application to the decision-maker, who then makes the procurement decision, including whether to proceed with procurement, procurement time, budget, etc. Decision-maker

Procurement design

After the decision-maker decides to purchase, the customer begins to plan and design solutions to the problem, and notifies relevant suppliers to participate in the competition for designers

Evaluation and Comparison

Customers compare the plans and products of each manufacturer based on the supplier's introduction or written proposal, and choose the better manufacturer to enter business negotiations. Evaluator

Purchase Commitment

Customers and potential suppliers begin to negotiate and reach an agreement on price, delivery, service, payment terms, and default handling until they sign a written contract. Decision maker

Installation and implementation According to the contract, accept the product, assist the supplier in acceptance and installation and start using it. User

The fourth method is to present value

Sales is not just a game with customers. No matter how good your sales are, if your competitors are just a little bit better, all your previous efforts may be wasted. The key to presenting value lies in competitive strategy, which arises from competitive analysis.

Start mark to obtain clear needs from customers (usually in writing)

End mark to start business negotiations

1. Competitive analysis: List your own advantages one by one and weaknesses, analyze which customers' needs your strengths can meet, and find out what impact your weaknesses will have on which customers.

2. Competitive strategy: Analyze which customers your strengths will benefit, and which customers your weaknesses will have a negative impact on. Develop an action plan for each customer, clearly explain the advantages to the customer, find solutions to the weaknesses, and communicate with the customer. When customers make purchasing decisions, enable supporters to throw out their own interests.

3. Make a proposal: For large purchases, the sales team often has to provide a proposal to the customer. The proposal should be centered on customer needs and include the following content:

1. The customer's background information, current situation and development trends, especially the development opportunities faced by the customer, should be emphasized to mobilize the customer's hope. This part should be as concise as possible, within one paragraph.

2. Problems and challenges: Describe the problems and challenges encountered by the customer, and provide an in-depth and thorough introduction to the customer's problem and the negative impact on the customer's prospects.

3. Solution: It includes four parts: solution overview, product introduction, implementation plan and service system. It comprehensively, clearly and completely describes the entire solution, focusing on how the solution solves customer problems.

4． Quotation: Quotes for all products and services in the plan, classified and summarized to facilitate customers' understanding, calculation and confirmation.

5. Credit documents: Documents that can prove that the company is qualified to bid, usually including business licenses, product manuals, company introductions, etc.

Present the plan: In large-scale procurement bidding, introducing the plan to customers is a very important link, and sales staff should master favorable sales presentation skills. The whole process includes the following steps:

Step method

Before starting to speak in front of customers, the salesperson should make eye contact with the customer to ensure that he is in everyone's sight Within the audience, if there are familiar customers or important guests in the audience, you should nod.

Attract attention. At this time, everyone's attention is focused on you, and they will judge your value by your performance within one minute. You have to have a great opening to grab their attention, maybe tell a meaningful story or ask them a question.

Express gratitude. After introducing the topic, the account manager should express gratitude to the customer for their participation and welcome them.

Significance and value When customers come to listen to the introduction, they hope to find valuable products, services or solutions. At this time, you should introduce it clearly and concisely.

Introduction You must repeatedly emphasize and explain your key points in your presentation without making the customer feel confused. The introduction at the beginning of the presentation and the summary at the end are great places to repeat your key points. The preliminary content introduction can also help customers understand the focus of the conversation, making the presentation easier for the audience to understand.

Present the body

You may spend most of your time introducing the body content, but don’t jump to this part at the beginning of the presentation because the customer is not ready at this time. . In the presentation, try to summarize the content into three to five points. If there is more content, you can expand it under these three to five points and prove these points through data and wonderful stories.

Summary Repeat the key points again and naturally switch the topic to the last important part: motivating purchases.

Incentive to purchase

At this point your presentation has reached a critical moment. Before ending the presentation, you should confidently use provocative language to encourage the right purchase immediately. Decide.

Type 5: Earn Commitment

Price is always the focus of the customer's attention. At this stage, the salesperson reaches an agreement with the customer around the price and other commitments. Usually, salespeople have different sales steps for simple product sales and large purchases.

Start sign to start business negotiation

End sign to sign the agreement

1. Simple product sales: usually suitable for large purchases with a short sales cycle and a short amount of money. , the customer does not need to enter into formal negotiations for such a purchase.

1. Identify buying signals: Customers' detailed inquiries about price, service terms, product features and other behaviors are clear signals that they are about to purchase. Sales staff should quickly identify buying signals to promote sales progress.

2. Facilitate transactions: Use suggestive methods to naturally promote customers' commitment to purchase while avoiding customer resentment. Commonly used methods include direct suggestion, selection, limited-time promotion, summary of benefits, etc.

3. Upsale: Based on the actual needs of customers, suggest customers to purchase some related products to maximize sales revenue and profits for the company.

2. Negotiation: Reach an agreement with the customer on price, payment terms, arrival time, service terms, etc. Negotiation includes five steps: understanding positions and interests, compromise and exchange, making concessions, leaving the negotiating table, and reaching agreement.

1. Division of labor and preparation: Before negotiating, the participants in the negotiation should be divided into divisions of labor in advance, each person's responsibilities should be clarified, and then one's own bottom line in the negotiation and the expected satisfactory results should be determined.

2. Position and interests: If salespeople should not get entangled in price, they should first understand what interests the customer needs to get at the negotiation table, as well as the order of importance of these interests, and master the framework of the entire negotiation, which is compromise and exchange and achieve a win-win situation. basis of the agreement. These contents usually include: price and related charges, product configuration, payment method, usage period, arrival and installation date, technical support and service, compensation terms, etc.

3. Compromise and exchange: In negotiations, the principle of seeking common ground while reserving differences should be adhered to, and exchanges should be made where it is easy for both parties to compromise in order to achieve a win-win and mutually beneficial result. The principle of compromise and exchange is to exchange terms that we think are important but that the other party thinks are important, in exchange for terms that we think are important but that the other party thinks are unimportant, and ultimately reach a win-win agreement where everyone gets what they need.

4． Find the other party's bottom line and concessions: Negotiation is the result of concessions made by both parties. The method and magnitude of the concessions also directly have a suggestive effect on the customer and influence the subsequent negotiation process. The principle of concession is that the magnitude of the concession should gradually decrease, so the account manager can gradually concession according to the following magnitude.

5. Leaving the negotiating table: Both parties are in tit-for-tat positions at the negotiating table, so negotiations often reach a deadlock, and neither party is willing to make concessions. When facing a deadlock, you should pay attention to the following principles: deadlock may lead to the breakdown of negotiations, and it is often the customer who gives in. Prelude. When facing a deadlock, one side should negotiate to unify its position and avoid arbitrary concessions and compromises; no matter what kind of deadlock it faces, it should show goodwill and willingness to negotiate to the other party; an ideal agreement is difficult to reach at the negotiation table , the key to getting out of the negotiation table is an important means to get rid of the confrontation between the two parties.

6． Making a deal: Long and grueling negotiations have finally reached their final steps, and both sides may be exhausted. The client still needs to be patient, confirm the negotiation results with the other party one by one, document them, and obtain written commitments from the other party.

Sixth type of follow-up service

Signing a contract is not the last step of sales. At this stage, sales staff should also achieve three important goals: ensuring customer satisfaction and retaining old customers ; Utilize satisfied old customers for referral sales; ensure collection of accounts.

Start sign signs agreement

End sign customers pay all accounts

1. Consolidate satisfaction: The cost and time of selling to old customers can usually be halved. , profits can be increased, and consolidating customer satisfaction is the basis for customer retention. Only by eliminating the hidden dangers of customer dissatisfaction can we consolidate the most basic customer satisfaction. Therefore, sales staff should monitor the entire customer experience process from arrival, product acceptance, start of use, and handling of complaints to ensure customer satisfaction.

2. Request a recommendation list: Use the company's promotion policy to ask satisfied old customers to provide a recommendation list of potential customers, and introduce the benefits that customers can get after success.

3. Referral sales: Start a new sales cycle by recommending new customers to old customers, and gradually form a good reputation in your own customer circle.

4. Account collection: There are usually three reasons for accounts receivable, and there are different solutions for different reasons:

1. Malicious fraud: For malicious fraud, once accounts receivable appear, it will be difficult to get back all the accounts receivable even if you win the lawsuit. The response is to strengthen pre-sales credit review, such as business license and counterparty account transactions, which can be judged Customers who have questions about their credit can ask a professional financial risk company to intervene to avoid risks.

2. Accounts receivable due to your own reasons (delayed delivery, product acceptance failure, etc.): You should immediately negotiate a solution with the company to minimize customer losses before you can get the money back.

3. Customers are not willing to pay: Customers usually do not pay according to the due date, but give priority to companies with strict collection management. Therefore, the company should strengthen the management of accounts receivable according to the following methods.

For customers who are overdue for a short time and have a small amount, the financial department will collect the goods normally; for customers who are overdue for a long time and have a small amount, the collection level will be upgraded by letter; for customers who are overdue for a short time and have a large amount, sales staff will come to collect; for customers who are overdue for a long time and have a large amount, we will Salespeople should negotiate with the company for special payment methods.