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  3. Sales Techniques [A]You have your sales team screened, hired, and trained on the features and benefits of your product and now i

Sales Techniques [A]You have your sales team screened, hired, and trained on the features and benefits of your product and now i

admin2015-11-16  21
问题                             Sales Techniques
[A]You have your sales team screened, hired, and trained on the features and benefits of your product and now it’s time to put their " feet on the street!" But what about their sales approach? Did you think through the possible sales techniques and make an informed choice about what would work most effectively for your product and market? If not, your team may not be off to the fast break(快攻)you hope for. Take the time to think about what approach would work best for the sales environment your reps will be facing.
[B]If you’re in a consulting or service-oriented business you know that it’s going to require a relationship building process, but a product sales environment may require the same thing. The art of selling is not as straight forward as you may think. If you haven’t been out there and sold before(as many new business owners haven’t)then you may benefit from going through this workshop and identifying what you think might work for your business. If you’re a seasoned sales professional now in a sales management position there may also be a thing or two for you.
[C]Early books about sales techniques(we’re talking about the early 1900’s)included key words like ethics, service, relationships, hard work, doing the best job possible, and loyalty to your company. These all led to the idea of building a friendship and relationship with your customers so they would keep coming back.(Sound familiar?)After about 10 years, other ideas began to surface. Door-to-door salesmen discovered that they could increase their sales by using specific words and specific persuasion methods. This led to the perfecting and proliferation(激增)of sales techniques that focused not on the customer’s needs or building a relationship, but on closing techniques and methods that rated a one-time sale, which was their only interest.
[D]The foundations of most modern sales techniques lie in five stages of action. These began in the 1950’s and include;(1)Attention; You have to get the attention of your prospect through some advertising or prospecting method.(2)Interest; Build their interest by using an emotional appeal such as how good they will look to their boss when they make this deal that will save the company thousands of dollars!(3)Desire: Build their desire for your product by showing them its features and letting them sample or test-drive it.(4)Conviction: Increase their desire for your product by statistically proving the worth of your product. Compare it to its competitors. Use testimonials(推荐书)from happy customers.(5)Action; Encourage the prospect to act. This is your closing. Ask for the order. If they object, address their objections.
[E]There are then many variations of closing techniques that can help get the business. There is a plethora(过剩)of closing techniques that range from hard sell to soft sell and everything in-between. Some of these include:(1)A Direct Close-Simply ask for the order when you are sure your prospect is ready.(2)A Deal/ Concession(让步)Close—Using this closing technique gives the prospect the feeling that they are making a smart choice and saving money(or getting more value). Use it with phrases like " Order today and I can add this other module for only 10 percent more. "(3)A Time-Driven Close—This one works well with statements like, " prices are going up next week, so you should go ahead and let me place your order today. "
[F]Many more closing techniques exist, but we’re going to focus on one of the more successful techniques for building a large and loyal customer base. That focus is, once again, Relationship Selling.
[G]Did you know that it costs more than five times as much to get a new customer as it does to keep an existing customer? That in itself should help you understand the value of building a relationship with your customers and turning them into both repeat buyers and spokespeople for your company. Word of mouth referrals are still one of the best ways to make new sales. If Joe tells Ed he got a great deal from Joanna at XYZ company, then Ed is more likely to go to Joanna and also buy(or at least be receptive if Joanna calls him to set up an appointment.)
[H]Relationship selling is all about building a friendship or relationship with your prospects and listening to their needs. Once you’ve built that relationship, shown you care, and earned their trust, you are on the road to making them a customer. Knowing their needs and finding out their secret fears(for example, your client may confide to you, " If I can’t make this project work within budget, my boss will probably replace me!")can help you find solutions for them that are exactly on-target with their needs and build an even stronger relationship. With a relationship in place, working out details is a breeze. Those details become obstacles if you don’t have the existing relationship.
[I]As a client, some of my best experiences with sales people were with those who honestly listened to my needs, and showed an interest in more than just the business. They came in with a low pressure, open, and honest approach and won my business. I didn’t mind setting up appointments for their visits. I looked forward to them. It was in low pressure and friendly. My company received good service, good prices, and everyone was happy. I knew they would react quickly if I had problems or emergency needs. So, when competitors called, I quickly told them we were happy with our current vendor—even if they may have been able to give us a better price! That’s part of the power of relationship selling!
[J]Most people react negatively to high pressure sales. In relationship selling, high pressure is not typically part of the equation, simply because it’s hard to have a friendly relationship with a client who feels pressured by you. In relationship selling, you become a form of support for your clients. Your services or products become something they depend on, and the more you can suit their needs and make their jobs easier, the better they will respond to additional sales offers. You’ll also find that relationship selling benefits companies that offer products in very competitive markets—particularly if there isn’t a lot of difference between products!
[K]Part of relationship selling involves maintaining regular contact. If you neglect a client who has trust in your integrity as a person and as a salesperson, that client may finally be forced to turn to your competitor(who has probably been calling regularly to get their business). So, make sure you not only build the relationship, but keep regular contact and keep all channels of communication open. Make available several methods of contact for any type of emergency need. Or you may find that, in an emergency, your client was forced to contact that persistent competitor and discovered that, " Hey, he/she’s a nice person too! And their product is maybe even a little better! Hmmmm!" So, the lesson is, make sure you maintain contact and are always accessible to your clients, or you may find yourself having to replace them!
[L]An important part of relationship selling is also having the technology available to manage and maintain those relationships. That often comes in the form of contact management software or a good Customer Relationship Management(CRM)system.
At the turn of the 20th century, sales techniques emphasized building relationship and closing techniques.
选项
答案C
解析 [C]段提到20世纪初，营销技巧主要强调与顾客建立良好的关系；过了十年之后，就不太关注顾客的需求，而开始强调争取签约的技巧。题干是对定位句的概括，故选[C]。
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