Thank you for your advice and data. How to get started in sales? I wonder if you can help me, hehe.

Demand, trust, value, price and experience are the five key elements of customer procurement, and the sales team must meet these five elements to successfully win the order. Together with the information collected before sales, it constitutes six key steps for successful sales. Each step contains four specific behaviors, including six types and twenty-four strokes.

The first type-customer analysis.

The second type-building trust.

The third is to tap the demand.

The fourth is to present value.

The fifth type-win the promise.

Type 6- Follow-up service.

Six-style dragon killing is the basic process of selling to customers, or should we focus on internal strength and sales skills as a supplement, so that the sales team can go through the mall and kill everything.

The first customer analysis

The sales team has limited resources such as sales expenses, time and energy, but unlimited customers. Therefore, the sales team must comprehensively collect and analyze customer information in order to find the real target customers and make sales plans.

Start targeting customers.

End signal-Identify and discover clear sales opportunities.

Development guide: the person who knows the customer information best must be the person inside the customer, and the guide is the individual inside the customer who recognizes our value and is willing to disclose information. When formulating the guide, we should adhere to the order from easy to difficult, from low to high, from point to surface, and gradually establish an information network within customers to provide customers with continuous information. When there is no sales opportunity, the focus of sales staff is to maintain the relationship between these informants. Sending text messages on holidays can maintain the relationship between informants at low cost.

Information collection: customer information includes customer information and customer needs, and customer care needs are not information, so salespeople should collect information in advance before contacting customers so as to handle them correctly. The data is the result of what has happened, so it is basically fixed, and the demand will change constantly in the procurement.

Customer information usually includes:

background information

Customer's contact telephone number, mailing address, website and e-mail address, etc.

Business scope, operation and financial status quo

Current situation of use

Use similar products and services (including competitors)

Use of products and services

Customer's latest purchasing plan and problems to be solved.

Organizational information

Talents and leaders in purchasing related departments

The relationship between inter-departmental income and constraints

personal data

Basic information: customer's family, hometown, university, major, etc.

Hobbies: favorite sports, restaurants and food, favorite books and magazines.

Route: holiday plan and route

Relationship: friends and opponents in the unit.

Competitor information

Customer's use of competitors' products and customer satisfaction

Name and sales characteristics of the competitor's sales representative.

The relationship between competitor sales representatives and customers.

Organizational structure analysis: sales are people-oriented. Before starting to sell, salespeople should first pick out customers who may be related to procurement and analyze their role in procurement. They must avoid blindly starting sales without knowing the situation. When analyzing the organizational structure, salespeople should analyze it from the following three dimensions: hierarchy

Definition and description

Operation layer

The customers who are in direct contact with products and services are usually the end users. Although they can't make a decision on the purchase, they directly operate these devices, and they have the most say in the quality of the products. There are a large number of them, and their opinions will also affect the purchase decision. The satisfaction of the operation layer ultimately determines the share of the product in this customer. In addition, some operational personnel sometimes participate in the procurement and become the direct influencer of the procurement.

Management hierarchy

For small and medium-sized procurement, management may be the decider of procurement. Every customer's organization has a certain authorization, and some purchases need to be signed. For large-scale procurement, there are many departments involved in the procurement, and the management also has the right to make suggestions according to the requirements of their own departments. Although they can't make decisions, they often have veto power.

decision-making level

The main leaders of customers, making development strategy, establishing organization and optimizing operation process are their main tasks. It can be said that any purchase is based on an investment in their field of vision. Through authorization, they will entrust those unimportant purchases to their subordinates, and if they want, they will always have the final say in purchasing. When buying, they will make five important decisions: buy or not? When do you buy it? What is the budget? Which supplier will you choose in the end? Did you sign the contract?

function

Definition and description

User department

The departments that use products and services in customers are often the initial initiators and final evaluators of procurement, which will run through the whole procurement process.

Technical department

Responsible for purchasing plan and maintenance after putting into use. The technical department is responsible for the planning of a certain procurement field, and some daily purchases are often directly responsible by the technical department.

Supply section

Centralized procurement is an effective way for customers to reduce procurement costs, so that they can get better discounts from manufacturers. Customers in different industries have different names for purchasing departments, and purchasing/finance departments are often responsible for comparative evaluation and negotiation according to purchasing indicators.

Character; function

Definition and description

source

The buyer feels that there are some serious problems that need to be solved, so he proposes solutions. It is often the user department, and the initiator of strategic procurement is often the decision-making customer. It may be the suggestion of employees, or it may be the strategy adopted by decision makers to retain excellent employees. Introducing the benefits of your products and services to potential buyers usually leads to new orders.

decision-making

The person in charge of deciding the purchase budget, whether to carry out it or not, and the final supplier purchase is the senior leader of the customer.

user

The end users who participate in the whole procurement process are one of the important influencers of procurement. They may be the initiators of purchasing, or they may be members of the design team and evaluation team. Products and services are finally used by them, so customer satisfaction is largely determined.

designer

Refers to the person who makes the purchase plan. There is often more than one designer, maybe a team. Some purchases are simple and can be purchased directly, but most purchases require careful planning and design. The designer's duty is to turn the purchase motive into the purchase index.

Evaluator

An evaluator is a person or group that evaluates the solutions of potential suppliers. They may be designers or others. The assessor will compare the schemes and commitments of various service providers according to the procurement indicators provided by the designer.

Judging the sales opportunity: If there is a clear sales opportunity, the salesperson should immediately push the sales to the next stage. If there is no opportunity for the time being, sales will stay in the stage of customer analysis, so it is an important watershed to judge whether there is a sales opportunity. Four questions can help salespeople evaluate sales opportunities: Are there any sales opportunities? Do we have a solution? Can we win? Is it worth winning?

The second way to build trust

Customer relationship is divided into four stages: understanding, dating, trust and alliance. When salespeople find that there are clear sales opportunities among customers, they use sales mix to quickly promote customer relations. Different customers have different personality characteristics, so the premise of promoting customer relationship is to identify customer communication styles. The communication styles of customers can be roughly divided into four types: analytical, enterprising, expressive and cordial.

Start logo judgment and look for clear sales opportunities.

End sign-establish good customer relationship with key customers

Customer relationship development stage: stage

definition

Logo activity and description

know

The first stage of customer relationship is marked by the customer being able to call out the name of the salesperson. Common sales methods include telephone calls and visits. Professional sales image and carrying small gifts that customers like can enhance customers' goodwill.

Telephone: Keep in touch with customers by telephone to promote sales.

Visit: Meet the customer at the appointed time and place.

Small gifts: provide gifts to customers, and the value of the gifts is within the scope permitted by national laws and company regulations.

appointment

Salespeople interact with customers, usually by inviting customers to third-party places, which is the second stage of customer relationship development. For example, hold exchanges and seminars, invite customers to visit the company, have dinner, exercise or entertain.

Business activities: Simple business activities mainly refer to eating and drinking tea with customers.

Local visit: invite customers to visit the company or successful customers.

Technical exchange: sales activities held at specific customer sites, including exhibitions, conferences, demonstrations, presentations and other forms.

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

trust

Get clear and firm support from customers, at this time, customers are willing to engage in more private activities with sales staff.

Social activities: various business activities held with customers, usually including dinners, banquets, sports, competitions, entertainment, etc.

Family activities: interact with customers' families, participate in customers' private activities or invite customers to participate in the account manager's own private activities.

Visit in different places: invite important customers to visit in different places.

Precious gifts: to provide customers with gifts that can affect their purchase decisions within the scope permitted by national laws.

alliance

Customers are willing to take actions to help salespeople sell, such as providing internal information of customers and arranging meetings through matchmaking. , and clearly expressed support when the customer made a decision.

Thread the needle: customers are willing to help salespeople introduce colleagues and leaders.

Become a guide: provide a steady stream of information for sales staff.

Firm support: When customers make decisions, they can stand up and support their solutions firmly.

Judging the communication style of customers: We divide customers into four behavior types. Knowing the types of customers helps to determine the behavior of customers at a specific moment, so that we can respond appropriately to the behavior of others. Although there are differences in various types of behaviors, there is no difference between good and bad. There are quite a lot of * * * and overlap between the four types, and everyone's behavior in different periods may belong to any of the four types of behavior. behavior characteristics

Communication mode

Analytical type

Polite, confidential, logical and factual, with a strong sense of responsibility. They pay attention to accuracy and perfection. Diligence, prudence, perseverance, organization and so on are also their strengths. Their shortcomings are self-enclosed, lack of interest, unobtrusive, withdrawn and sometimes even a little unhappy. If he or she is hesitant, it means that they still need to analyze all the data. If they are too extreme, then perfectionism will become a defect. This type of people will definitely not take risks, they take pleasure in accuracy, and being accused of making mistakes is their biggest heartache.

Be systematic, thorough, thoughtful, accurate and focused. Be prepared to answer many questions and put the facts before the analysis. Recognize and admit the necessity of logic and accuracy.

Don't get too close. Don't rush for success, be prepared to explain your views repeatedly.

Leave some time to think and evaluate and use a lot of evidence.

Praise how accurate some of his work is.

Kindness type

They are dedicated, persistent, loyal and reliable. They work hard, and they will continue to work hard even if others give up halfway. I am cooperative, easy to get along with, trustworthy, quick-thinking, and a good listener. Their weaknesses include indecision, lack of adventurous spirit, often attaching too much importance to other people's opinions, being silent and often being passive. They usually don't speak, they don't defend themselves, they are too obedient, they don't cater to others, and they often weigh and hesitate when making decisions. Closed type likes stability and cooperation, while change and chaos will make her feel pain.

Be relaxed and easygoing. Be a good listener.

Keep things in their original state.

Make specific plans according to written guidelines.

Predictable.

Always express your approval clearly.

Use the word "we". Praise his or her team spirit.

Don't rush, don't rush for success.

Phenotype

They are eloquent, charming, diligent and easy-going, helpful, eloquent and good at communication; What they value is not the task, but the relationship between people. Shortcomings are impatience, generalities, sharp words and sometimes irrational actions. They may also be selfish, calculating, bohemian, vengeful, unorganized and prone to friction with others. The main demand is to be accepted and praised by others. They take it as their pleasure to get recognition and approval from others. Being isolated and alienated is their greatest pain.

Pay attention to the development of bilateral relations; Let them see how your suggestion can improve their image.

Warm and frank, responsive.

Be kind to their desire to share information, interesting things and life experiences with others.

Friendly and talkative.

Ask more questions and answer more questions with the word "who".

Always keep warm, friendly and approachable image.

Aggressive type

They have lofty goals, are restless people, and are actors who are not afraid of taking risks. This kind of person is extroverted, strong-willed, methodical, decisive and pragmatic, and never twists and turns. Aggressive people focus on work tasks and immediate results, and don't value all kinds of interpersonal relationships. They may be opinionated, arbitrary, impatient, insensitive, irritable, and often have no time to take care of some forms and details. He (she) may also be demanding of others, unwilling to adopt other people's opinions, controlling, never compromising, and even arrogant and heartless. Enterprising people cherish the power, control and respect from others. Losing the respect of others, having no achievements and feeling used by others is their greatest pain.

Satisfy this man's desire for control.

Focus on the task and discuss the expected results.

Code of conduct, well-founded, concise, accurate and organized.

Learn and answer questions with "what".

Speak according to the facts, not just by feeling.

Don't waste time, don't dwell on details.

Provide a variety of options.

The third kind of mining demand

Demand is the core element in customer procurement, and the definition of demand is: the solutions to the problems and obstacles that customers encounter in order to realize their vision and the product requirements contained in the solutions. Salespeople must have a comprehensive, complete and in-depth understanding of customer needs and the needs behind them.

Start signing contracts and establish more than agreed customer relationships with key customers.

The customer explicitly requests the end sign (usually in writing).

Have a complete, clear and comprehensive understanding of customer needs;

1. goals and aspirations: the short-term goals of customers, such as business goals, mainly include the goals of customers' growth, profitability and asset efficiency.

2. Question: In the process of customers achieving their goals, customers encounter or may encounter obstacles related to their own products and services.

3. Solution: Help customers solve their problems and achieve their goals. Including problem analysis, overall solution, steps, use time of products and services, etc.

4. Products and services: products and services that need to be purchased in the customer's solution.

5. Procurement indicators: detailed and quantitative requirements for the characteristics of products and services in the solution.

Judging the customer's purchase stage: the purchase stage

content

Key customer roles

Discover demand

When the initiator realizes that he needs to solve a problem, the customer has already entered this stage. People who find the purchase demand are often not the ones who can decide to buy. When the sponsor applies to the decision maker, the procurement will enter the next stage.

source

Internal brewing

The sponsor submits the purchase application to the decision maker, and the decision maker makes the purchase decision, including whether to purchase, purchase time, budget, etc.

decision maker

Purchasing design

After the decision-maker decides to purchase, the customer begins to plan and design the solution to the problem, and informs the relevant suppliers to participate in the competition.

designer

Evaluation comparison

According to the supplier's introduction or written suggestion, the customer compares the schemes and products of various manufacturers and chooses the better manufacturer to enter the business negotiation.

Evaluator

Purchase commitment

Customers and potential suppliers start negotiations and reach an agreement on price, delivery, service, payment terms, default treatment, etc. until a written contract is signed.

decision maker

Installation and implementation

According to the contract, check and accept products, and assist suppliers to start using them after acceptance and installation.

user

The fourth kind presents value.

Sales is not just a game with customers. No matter how good the sales are, competitors may give up all their efforts as long as they are a little better. The key to presenting value lies in competitive strategy, which comes from competitive analysis.

The start sign is explicitly requested by the customer (usually in writing).

The conclusion marks the beginning of business negotiation.

1. Competition analysis: list our strengths and weaknesses one by one, analyze which customers our strengths can meet, and find out what impact our weaknesses have on which customers.

Second, competitive strategy: analyze which customers benefit from your own advantages and which customers are adversely affected by your own disadvantages. Make an action plan for each customer, explain the advantages to the customer, find solutions for the shortcomings, and communicate with the customer. When customers make a purchase decision, they ask their supporters to throw out their own interests.

Third, make a proposal: for large-scale procurement, the sales team will often provide a proposal to the customer, which should focus on the customer's needs and include the following contents:

1. Background information, current situation and development trend of customers, with special emphasis on the development opportunities faced by customers and arousing their hopes. This part should be as concise as possible and controlled within one paragraph.

2. Problems and challenges: describe the problems and challenges encountered by customers, and introduce in depth what the customer's problems are 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 describes the whole solution comprehensively, clearly and completely, and focuses on how the solution solves the customer's problems.

4. Quotation: classify and summarize the quotations of all products and services in the scheme, which is convenient for customers to understand, calculate and confirm.

5. Credit documents: documents that can prove that the company is qualified to bid, usually including business license, product description, company introduction, etc.

Demonstration scheme: in the bidding of large-scale procurement, it is very important to introduce the scheme to customers, and sales personnel should master favorable sales demonstration skills. The whole process includes the following steps: step

way

begin

Before speaking in front of customers, salespeople should make eye contact with customers to ensure that they are in everyone's sight. If there are familiar customers or important guests in the audience, nod your head.

Get sb's attention

At this time, everyone's attention is focused on you, and they will judge your value through your performance for one minute. You must have a wonderful opening speech to attract their attention. You can tell a meaningful story or ask them a question.

Express gratitude

After introducing the topic, the account manager should thank the customer for his participation and welcome him.

Meaning and value

Customers come to listen to the introduction, hoping to find valuable products and services or solutions. At this time, you should clarify and briefly introduce it.

brief Introduction of the content

You must emphasize and explain your main points repeatedly in your statement, and don't make customers feel upside down. The introduction at the beginning of the speech and the summary before the end are good places to repeat your main points. The previous brief introduction can also help customers understand the main points of this conversation and make the presentation easier for the audience to understand.

Present the theme

You can spend most of your time introducing the main 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 or five points and prove these points through data and wonderful stories.

abstract

Repeat the main points and naturally turn the topic to the last important part: buying motivation.

Reward purchase

At this point, your presentation has reached a critical moment. You should confidently use inflammatory language to encourage you to make the right purchase decision immediately before ending the presentation.

The fifth way to win a promise

Price is always the focus of customers' attention, and sales staff reach an agreement with customers around price and other commitments at this stage. Usually, for simple product sales and large-scale procurement, salespeople have different sales steps.

The graduation ceremony marks the beginning of business negotiations.

End the signing of the agreement

1. Simple product sales: usually suitable for large purchases with short sales cycle, and customers do not need to formally negotiate such purchases.

1. Identify buying signal: A customer's detailed inquiry about the price, service terms, product functions and other behaviors is a clear signal that he is about to buy, and the sales staff should quickly identify the sales progress in buying signal.

2. Facilitate the transaction: Prompt the customer to make a purchase commitment naturally through hints. The commonly used methods include direct hints, selection, limited-time promotion, and summary of benefits.

3.Upsale: According to the actual needs of customers, suggest that customers buy some related products to create the maximum sales revenue and profit for the company. ?

Negotiation: reach an agreement with customers on price, payment method, delivery time and terms of service. Negotiations include five steps: understanding positions and interests, compromise and exchange, concession, leaving the negotiating table and reaching an agreement.

1. Division of labor and preparation: Before the negotiation, it is necessary to divide the participants in the negotiation in advance, clarify everyone's responsibilities, and then determine the bottom line of the negotiation and the expected satisfactory results.

2. Position and interests: Whether the sales staff should struggle with the price, first of all, they should know what the interests customers need at the negotiation table and the important order of these interests, and master the whole negotiation framework, which is the basis for compromise and exchange and a win-win agreement. These contents usually include: price and related expenses, product configuration, payment method, service period, arrival and installation date, technical support and service, compensation terms and so on.

3. Compromise and communication: In the negotiation, we should uphold the principle of seeking common ground while reserving differences, and communicate where both sides are easy to compromise, so as to achieve a win-win and mutually beneficial effect. The principle of compromise and exchange is to exchange terms that we think are not important but that the other party thinks are important, and finally reach a win-win agreement.

4. Find the other side's bottom line and concession: negotiation is the result of each side's concession, and the way and degree of concession also have a direct implication on customers, which will affect the negotiation process in the future. The principle of concession is to gradually narrow the scope of concession, so the account manager can gradually make concessions according to the following scope.

5. Leave the negotiating table: At the negotiating table, the two sides are in a tit-for-tat position, so the negotiations are often deadlocked and both sides are unwilling to make concessions. In the face of deadlock, we should pay attention to the following principles: deadlock may lead to the breakdown of negotiations, which is often a prelude to customer concessions. In the face of deadlock, one's own side should negotiate and unify its position and avoid arbitrary concessions and compromises; No matter what kind of deadlock, we should show goodwill and be willing to negotiate with each other; It is difficult to reach an ideal agreement at the negotiating table, and the key to leaving the negotiating table is an important means to get rid of the opposition between the two sides.

6. Reach an agreement: The long and arduous negotiation has finally reached the final step, and both sides may be exhausted. Customers should be patient, confirm the negotiation results with each other one by one, and record them in writing in order to obtain the written commitment of the other party.

Sixth follow-up service

Signing a contract is not the last step in sales. At this stage, sales staff should also achieve three important goals: to ensure customer satisfaction and retain old customers; Make use of satisfied old customers to recommend sales; Ensure the collection of accounts.

Start signing the agreement

Closing marks that the customer pays all the accounts.

First, consolidate satisfaction: the cost and time of selling to old customers can usually be halved, but the profit can be improved. Consolidating customer satisfaction is the basis of retaining customers. Only by eliminating the hidden danger of customer dissatisfaction can we consolidate the most basic customer satisfaction. Therefore, sales staff should monitor the customer experience from the whole process of arrival, product acceptance, starting to use and handling complaints to ensure customer satisfaction.

Second, ask for a recommendation form: using the company's promotion policy, ask satisfied old customers to provide a recommendation form for potential customers and introduce the benefits that customers can get after success.

3. Recommended sales: New customers who are recommended to old customers start a new sales cycle and gradually form a good reputation in their own customer circles.

Four. Accounts receivable: Accounts receivable usually have three reasons, and different reasons have different solutions:

1. Malicious fraud: For malicious fraud, once accounts receivable appear, it is difficult to get all the accounts receivable back even if the lawsuit is won. The countermeasure is to strengthen the pre-sale credit review, such as business license, transaction of the other party's account, etc., so as to judge the credit status of customers. For customers with credit doubts, professional financial risk companies can be invited to intervene to avoid risks.

2. Accounts receivable due to our reasons (delayed delivery, failed product acceptance, etc.). ): We should negotiate with the company immediately to solve the problem and minimize the loss of customers before we can get the account back.

3. Customers are unwilling to pay: customers usually do not pay according to the time of arrears, but give priority to companies with strict dunning management, so the company should strengthen the management of accounts receivable according to the following methods. For customers with short overdue time and small amount, the financial department will collect them normally; For customers with long overdue time and small amount, upgrade the collection level; For customers with short overdue time and large amount, the sales staff will come to the door to collect money; For customers with long overdue time and large amount, the sales staff should negotiate with the company to adopt special payment methods.