桑德拉-中國

Sandler銷售心理學原則

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you can’t sell anybody anything – they must

discover they want it

你無法銷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”的信號，而別人沒有動靜？

? People don’t buy on your say-so.人們不會因為你這樣說就會買。

? Use a better approach. 采用更好的銷售方式

? Ask, “What would that mean to you?” 問“這對你意味著什么？”

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，你就越反抗。她給你解釋吃青菜的好處（比如讓你長得又高又壯），或用一些好的道德理由來勸你（比如你應(yīng)該要記住這個世界上還有很多人沒有新鮮蔬菜吃）?？傊灰?，你就會反抗。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.

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

RESISTANCE IS PRE-PROGRAMMED!

反抗是與生俱來的！

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，潛在顧客總是會不由自主地抵觸銷售人員企圖直接或間接告訴他們要做的事情。不管你說的有多么“正確”，對他們能帶來多大的好處，不管你產(chǎn)品或服務(wù)的功能、性能有多么好，也不管你多么有說服力或充滿激情，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?。他們不會簡單因為你這樣說就買。

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”來銷售，一個更好的策略是“提問”，或者講第三方故事來讓潛在顧客自己發(fā)現(xiàn)你產(chǎn)品或服務(wù)能給他帶來的好處和優(yōu)點。當你的提問讓他有了發(fā)現(xiàn)，那是他自己“擁有”的發(fā)現(xiàn)，而不是你強加的。當你直接或間接地告訴他們“吃青菜”，他們會反推。但如果你讓他們自己得出那個結(jié)論，他們通常不會跟自己的事實爭論。相反，他們會請你把“菠菜”拿給他！

“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:

下面這個例子可以說明如何通過提問來幫助潛在顧客發(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)，安裝我們提供的實時公差調(diào)整程序后能夠提高平均12%的產(chǎn)量。如果你們的產(chǎn)量也提高12%的話，會給你們帶來什么好處呢？

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，接著再把問題進一步擴展：

You: What would that mean for the company?

你：對公司來說意味著什么呢？

You: What would that allow the company to do?

你：這會幫公司做什么呢？

You: What would that mean for you?

你：這對你自己意味著什么呢？

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，每一個額外的發(fā)現(xiàn)，都會幫助你強化起購買你產(chǎn)品或服務(wù)的原因。現(xiàn)在“吃青菜”的原因是客戶自己建立起來的…而不是你！

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桑德拉（中國）| Sandler (China)