桑德拉-中國(guó)

Sandler銷(xiāo)售心理學(xué)原則

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you can’t sell anybody anything – they must

discover they want it

你無(wú)法銷(xiāo)售任何東西給任何人—除非他們自己發(fā)現(xiàn)想要

Have you ever issued a “call to action” that

didn’t produce any action?

你是否曾經(jīng)發(fā)出“立即行動(dòng)”的信號(hào)橄唬，而別人沒(méi)有動(dòng)靜？

? People don’t buy on your say-so.人們不會(huì)因?yàn)槟氵@樣說(shuō)就會(huì)買(mǎi)参歹。

? Use a better approach. 采用更好的銷(xiāo)售方式

? Ask, “What would that mean to you?” 問(wèn)“這對(duì)你意味著什么仰楚？”

Do you remember, years ago, when your mother told you to eat your vegetables? The more she pressed you to eat them, the more you resisted – even when she explained the benefits of eating vegetables (such as helping you to grow up big and strong) and even when she pointed out good moral reasons for doing so (such as your obligation to remember the many people in the world who didn’t have fresh vegetables to eat). She pressed, you resisted. It became a predictable routine.

記得很多年前你媽媽讓你把青菜吃掉嗎？她越逼你吃犬庇，你就越反抗僧界。她給你解釋吃青菜的好處（比如讓你長(zhǎng)得又高又壯），或用一些好的道德理由來(lái)勸你（比如你應(yīng)該要記住這個(gè)世界上還有很多人沒(méi)有新鮮蔬菜吃）臭挽∥娼螅總之，只要她逼欢峰，你就會(huì)反抗葬荷。已成慣例。

At some psychological level, due in part to those kinds of early childhood experiences, people generally don’t like to be told what to do or how to act.

從心理學(xué)層面來(lái)看纽帖，人們通常不喜歡讓人告訴做什么或者怎么做宠漩，其中部分原因就是那些孩提時(shí)代的早期經(jīng)歷。

RESISTANCE IS PRE-PROGRAMMED!

反抗是與生俱來(lái)的懊直！

As a rule, prospects are programmed to resist salespeople who try, directly or indirectly, to tell them what to do. Regardless of how “right” you may be about what could benefit the prospect, regardless of how many features and functions you can cite, regardless of how convincingly and enthusiastically you explain the benefits and advantages of your product or service, regardless of all this, prospects will have a tendency to resist when you tell them to “eat their vegetables.” They simply aren’t going to buy on your say-so.

作為一條規(guī)律扒吁，潛在顧客總是會(huì)不由自主地抵觸銷(xiāo)售人員企圖直接或間接告訴他們要做的事情。不管你說(shuō)的有多么“正確”室囊，對(duì)他們能帶來(lái)多大的好處雕崩，不管你產(chǎn)品或服務(wù)的功能、性能有多么好融撞，也不管你多么有說(shuō)服力或充滿激情盼铁，所有的這一切他們都不管，他們就是自然傾向于反抗你告訴他們?nèi)ァ俺郧嗖恕迸称獭Ｋ麄儾粫?huì)簡(jiǎn)單因?yàn)槟氵@樣說(shuō)就買(mǎi)。

Rather than “selling by telling,” a better strategy is to ask questions or relate third-party stories that allow a prospect to discover the benefits and advantages of your product or service. When you ask a question that leads to a discovery, the prospect “owns” the discovery. People may push back, directly or indirectly, if you tell them to “eat their vegetables,” but if you let them reach their own conclusions, they typically won’t argue with their own data. Instead, they’ll ask you to pass the spinach!

不要靠“講述”來(lái)銷(xiāo)售支鸡，一個(gè)更好的策略是“提問(wèn)”冬念，或者講第三方故事來(lái)讓潛在顧客自己發(fā)現(xiàn)你產(chǎn)品或服務(wù)能給他帶來(lái)的好處和優(yōu)點(diǎn)。當(dāng)你的提問(wèn)讓他有了發(fā)現(xiàn)牧挣，那是他自己“擁有”的發(fā)現(xiàn)急前，而不是你強(qiáng)加的。當(dāng)你直接或間接地告訴他們“吃青菜”瀑构，他們會(huì)反推裆针。但如果你讓他們自己得出那個(gè)結(jié)論刨摩，他們通常不會(huì)跟自己的事實(shí)爭(zhēng)論。相反世吨，他們會(huì)請(qǐng)你把“菠菜”拿給他澡刹！

“MANY OF OUR CUSTOMERS FOUND …”

“我們有很多客戶發(fā)現(xiàn)…”

Here’s an example of a question that could help the prospect discover that he wants something:

下面這個(gè)例子可以說(shuō)明如何通過(guò)提問(wèn)來(lái)幫助潛在顧客發(fā)現(xiàn)他想要的東西：

You: Many of our customers found that by installing our real-time tolerance adjustment procedures, they were able to increase widget production by an average of 12 percent. What benefit, if any, would there be for your company from a 12 percent increase in your widget production?

你：我們有很多客戶發(fā)現(xiàn)，安裝我們提供的實(shí)時(shí)公差調(diào)整程序后能夠提高平均12%的產(chǎn)量耘婚。如果你們的產(chǎn)量也提高12%的話罢浇，會(huì)給你們帶來(lái)什么好處呢？

If the prospect identifies benefits, follow up with questions that expand the discovery:

如果潛在顧客給出了一些好處沐祷，接著再把問(wèn)題進(jìn)一步擴(kuò)展：

You: What would that mean for the company?

你：對(duì)公司來(lái)說(shuō)意味著什么呢嚷闭？

You: What would that allow the company to do?

你：這會(huì)幫公司做什么呢？

You: What would that mean for you?

你：這對(duì)你自己意味著什么呢赖临？

Each answer – each additional discovery – helps build a case for buying your product or service. Now the case for “eating the vegetables” is being built by the prospect … not you!

每一次回答胞锰，每一個(gè)額外的發(fā)現(xiàn)，都會(huì)幫助你強(qiáng)化起購(gòu)買(mǎi)你產(chǎn)品或服務(wù)的原因【ふィ現(xiàn)在“吃青菜”的原因是客戶自己建立起來(lái)的…而不是你嗅榕！

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桑德拉（中國(guó)）| Sandler (China)