15. Selling IdeasPeople buy from people who empower them, who can create visions for them and take action.
A “Solution” is equivalent to the buyer’s vision.
Diagnose before you prescribe.
Power buys from power (seller needs the power to promise).
Make yourself equal before different
Don’t close before it is closeable.
The buyer must feel good about the process.
20. 开放式提问控制式提问确认式提问诊断原因探索影响面设想解决问题方案形成用户解决
问题的观点9-Books你们单位的
情况如何?
(repeat pain)产生这种情况
的原因是因为?总之,产生…的
原因是?(repeat
pain)除你外,谁还
受到影响?受
什么影响?还影响什么人?
他是否关心?你是说不仅你受影
响,而且他也受到
了你所说的影响?你感觉用现在
的方法如何?你是否在寻求某
种方法?如果有
对你是否有帮助?你希望……有能力
可以解决……问题
这是你所希望的?PainHow does this affect you as…? How do you get the news? Who is looking to you to fix this problem?
21. 开放式提问控制式提问确认式提问诊断原因探索影响面设想解决问题方案形成用户解决
问题的观点9-BooksTell me about it,
what is causing
you to have this
(repeat pain)? 1Is it because? 2So, the reasons for
your (repeat pain)
are…? 3Besides yourself, who else is impacted by this pain, and how are they impacted?Is this pain also
causing…? If so,
wouldn’t (title)be
concerned?From what I just
heard (repeat the
who and how),this
isn’t just your
problem?What is it going to
take for you to solve
this (repeat pain)?
Could I try a few
ideas on you?What if there were
a way for you…?
Would that help?
What if you were also
able to …?From what I just
heard,if you had the
ability to…(repeat
capabilities),could
YOU solve (repeat pain)PainHow does this affect you as…? How do you get the news? Who is looking to you to fix this problem?
37. Vision ReengineeringParticipate in the existing vision
Add your bias to the existing vision
Confirm they don’t currently have capabilities
Diagnose reasons with bias
Confirm diagnosis and pain
Explore impact on others
Reconfirm vision
State benefit
38. opencontrolconfirm诊断原因探索影响面设想解决问题方案形成用户解决
问题的观点9-BooksHow do you do it
today?
3Today…?
4So, the way you do
it today is…?
5Besides yourself, who else is impacted by this pain, and how are they impacted? 6Is this pain also
causing…? If so,
wouldn’t (title)be
concerned? 7 From what I just
heard (repeat the
who and how),this
isn’t just your
problem? 8How do you see
yourself using…?
1From what I just 9
heard,if you had the
ability to…(repeat
capabilities),could
YOU solve (repeat pain)PainWhat is the impact on your business of doing it the way you are doing it?Are you also looking
for a way…?
Would it also help
if you had a way…?
2
43. 销售技巧Selling can be honorable.
The seller must truly believe he can bring value to the potential buyer.
The seller must be willing to tell the truth about his product or service.
The buyer must feel good about the process.
The buyer's expectations must be met.
44. 销售技巧Win with intelligent conversation.
sellers need situational fluency: knowledge of how the buyer operates and knowledge of what specific product or service capabilities in his offering match situational with the buyer.
49. T 区域或行业 所分配的区域或行业内的潜在用户
S 验证 用户对你的公司感兴趣
用户与你的市场目标吻合
发现潜在的Coach
D 已经有了Coach 通过Coach弄清Pain
给Coach描绘蓝图
设法接触决策人
书面同意进一步合作
C 已经Call high 接触决策人
决策人自己承认有Pain
为决策人描绘蓝图
决策人同意进一步合作
建议双方后续的接触安排
决策人同意上述安排执行计划的重要阶段 T、S、D、C
50. B 等待结果 提供了所有方案
进入商务阶段
等待用户通知
A 到达合同签署前夜 接到口头同意购买的许诺
准备洽谈合同
W 成功 签署合同
L 失败 更新目标用户名单执行计划的重要阶段 B、A