【本周期刊】如何开启销售

HOW TO OPEN A SALE. 如何开启销售...

A WORD FROM Author

作者有话说

Dear SalesExecutive:

各位销售精英，大家好：How

many excuses have you heard for somebody’s failure to close a sale? How

many excuses have you made yourself? Here’s a thought: Sometimes the

reason you can’t close a sale is because the sale was never opened to

begin with.

你听过多少销售失败而结束销售的借口？你自己创造过多少借口？这是一个想法：有时你无法完成销售的原因是因为销售从未打开过。

In

the last edition of eCoach, I shared the research finding that 64% of

salespeople don’t close. I detailed three reasons why that is. And, I

shared some examples of manipulative closing techniques that have been

used in the past, with little or no success.

在上一期的eCoach中，我分享了一项研究发现，64%的销售人员没有完成销售。我详细说明了其中的三个原因。同时，我分享了一些过去使用过的巧妙完成销售的例子，很少或者没有取得成功的。

In

this edition, I want to back up a bit and talk about how to “open” a

sale so that you can actually gain a commitment to move forward. Notice

that I didn’t use the term “close.” There is a reason for that. Please

read on.

在这一期本中，我想回顾一下如何“开启”一单销售，这样你就可以获得继续向前的承诺。注意，我没有使用“结束”这个词。“这是有原因的。请继续往下读。

We are committed to your professional success.
我们致力于您的事业成功。

Duane Sparks杜南•斯巴克斯

Author of Action Selling行动销售作者

HOW TO OPEN A SALE.
如何开启销售

I

hate the term “close” as it applies to sales. The word implies that you

are ending or shutting down something. The truth is, if you wish to

gain a customer’s commitment, you don’t want to end anything. You want

to begin or continue the customer relationship.

我讨厌把“结束”这个词用于销售中。这个词意味着你要结束或关闭某些东西。事实是，如果你想获得客户的承诺，你就不要去结束任何事情。你想要开始或继续建立客户关系。

The

act of Gaining Commitment is a natural conclusion to a

well-orchestrated sales conversation. Highly skilled salespeople know

that sales conversations must first include steps that open a sales

opportunity. When the process is done correctly, you’ll actually see and

hear the opening happen. The customer’s body language may give you a

clue. Even if it doesn’t, you’ll begin to hear questions or comments

that indicate a customer is open to buying from you.

获得承诺这一行动是精心策划销售对话的自然结论。高技能的销售人员知道，销售对话必须首先有打开销售机会的步骤。当这个过程正确完成时，你将会看到并听到销售的开启。客户的肢体语言可能会给你一个提示。即使没有，你也会开始听到一些问题或评论，表明客户有意从你那里购买。

That

“open” generally won’t happen unless you make it happen. A properly

orchestrated sales conversation progresses through certain steps or

“acts” that must be completed so that you get an opportunity-an

opening-to ask for commitment.

除非你让它发生，否则“开始”一般不会出现。一场精心策划的销售对话，通过某些步骤或“行动”来完成，这样你就能得到一个机会——一个开口——要求承诺。

You need an opening before you can Ask for Commitment.
在你要求承诺之前，你需要一个开口。

Research

on how customers make major purchasing decisions shows that they

actually make a series of incremental decisions. These decisions are

always made in the same predetermined order: Salesperson, Company,

Product/Service, Price, Time-to-Buy.

对客户如何做出重大购买决策的研究表明，他们实际上做出了一系列的渐进决策。这些决定总是按照预先确定的顺序进行：销售人员、公司、产品/服务、价格、购买时间。
That

is, a buyer first decides whether to “buy” the salesperson, then

whether to buy the salesperson’s company, then whether to buy the

product, and so on.

也就是说，买家首先决定是“买”销售人员，然后是购买销售人员的公司，然后是购买产品，等等。

The

best way to make a sale is to help the customer make all of these

decisions in the proper sequence. The sales methodology that follows

this decision sequence is (you guessed it) Action Selling. The 9 Acts of

Action Selling are like a road map that allows sales calls to be

orchestrated in a way that proactively helps customers make buying

decisions.

销售的最好方法是帮助客户按照正确的顺序做出所有这些决策。遵循这个决策序列的销售方法是（您猜对了）行动销售。这9步行动的销售就像一个路线图，它允许以一种主动帮助客户做出购买决定的方式进行销售拜访。

You

“open” a sale during what we call Acts 3 and 4. During Act 3 (“Ask the

Best Questions”), you learn about the customer’s situation and needs. In

Act 4 (“Agree on Need”), you restate the needs the customer articulated

during Act 3 and ask a question to confirm the customer’s agreement

that these are, in fact, the key needs and concerns.

你在我们所说的行动3和行动4“开始”了一笔交易。在行动3（“问最好的问题”）中，你了解客户的情况和需求。在行动4（“达成共识”）中，你重申了客户在行动3中所表达的需求，并提出一个问题来确认客户这些实际上是关键的需求和关注点。

When

Act 4 is done correctly, you “open the sale.” Act 4 is short, but it is

absolutely critical to gaining the customer’s commitment to move

forward in your sales process. It goes like this: “As I understand it

you’re looking for _____________, _____________, and ____________. Is

that correct?” (Fill in the blanks with the customer’s unique needs.)

当行动4正确完成后，你就“打开销售”了。“行动4是短暂的，但获得客户在销售过程中向前推进的承诺绝对至关重要。”它是这样的:“我理解你正在寻找_________________,_________________,和_______。正确的吗?（用客户的独特需求填补空白。）

When

you remember to do Act 4, not only do you and the customer know (and

agree) what the customer’s needs are, but the customer knows that YOU

know. That’s a relief for both of you. It writes the agenda for the rest

of your sales interaction.

当你记得做行动4的时候，不仅你和客户知道（并且同意）客户的需求是什么，而且客户知道你也知道。这对你们俩来说都是一种解脱。它为其余的销售互动编写了议程。

Now, and only now, is the sale open.

现在，直到现在，销售才开始。

Once

that opening happens, there is no way in the world you want to “close”

the deal. You just want to gain the customer’s commitment to keep on

deepening the relationship.

一旦这种情况发生，世界上就没有办法让你“结束”交易。你就只需想着去获得客户的承诺，继续深化这段关系。

Action Selling in Action
行动销售实践案例

A

great example of an organization that fully understands the importance

of “opening a sale” before you try to gain someone’s commitment is

Cincinnati Children’s Hospital. The hospital also has what I’d call a

very non-traditional sales organization.

在你试图获得某人的承诺之前，“辛辛那提儿童医院”是一个组织充分理解“开始”的重要性的好例子。这家医院也有我所说的一个非常非传统的销售组织。

Patty

Branson, director of physician services, leads a team of medical

professionals who call on doctors to encourage them to refer their

patients to Children’s Hospital.

帕蒂•布兰森是医师服务的主管，他领导着一个医疗专业团队，他们呼吁医生，鼓励他们把病人转诊到儿童医院。
“Cincinnati Children’s Hospital serves the special medical and surgical needs of children,” Branson says.

“辛辛那提儿童医院为儿童提供特殊的医疗和手术需求，”布兰森说。

“We

want parents of children in need—and the doctors who would refer

them—to think of us as the best alternative when these needs arise.”

“我们希望有需要的孩子的父母——以及那些会推荐他们的医生——在这些需求出现时，把我们看作是最好的选择。”

Branson

knew the issue she faced was essentially a sales challenge, but she had

to do some shopping herself before she discovered our program Action

Selling Customer Relationship Professional.

布兰森知道自己面临的问题本质上是一个销售挑战，但在她发现我们的方案行动销售客户关系专家之前，她不得不自己到处寻找。

“We

attended a Dale Carnegie course in the past,” she says, “but even

though it had some takeaways, it didn’t fit well for us. We don’t see

ourselves as salespeople, even though we realize we need to gain

commitments. The Action Selling CRP training taught us a better way to

manage our conversations with doctors.

“我们过去曾参加过戴尔卡耐基的课程，”她说，“即使有一些收获，也不适合我们。”我们不认为自己是销售人员，尽管我们意识到我们需要获得承诺。行动销售CRP训练的培训教会了我们一个更好的方式来管理我们与医生的对话。

“One

key thing we learned,” Branson continues, “was how to identify key

needs for quality healthcare and then match our capabilities to solve

the problems that actually exist in each doctor’s practice. Every

situation is different, but we see sales opportunities open up when we

follow the Action Selling CRP process. Gaining commitment is far easier

to accomplish.”

“我们学到的一件关键事情，”布兰森继续说，“是如何确定优质医疗保健的关键需求，然后与我们的能力相匹配，以解决每个医生实际存在的问题。虽然每一种情况都是不同的，但当我们跟随行动销售CRP流程时，我们就会看到销售机会开启。获得承诺要容易得多。”