Consultative selling, a big customer.
Course background
Grasp the purchasing psychology, tap the customer's needs and prescribe the right medicine? Consultative selling is a necessary weapon for salespeople.
Marketing is like playing chess, changeable, but always like its ancestors, it is the customer's buying behavior and psychology. If you don't understand the customer's buying behavior and psychology,
Then, no matter how clever the skill is, it can only be scratched. This course focuses on customer psychology, demand mining, flexible sales and other key words, combined with case sharing and discussion, aiming at
You can solve the following problems:
1 What basic knowledge should be mastered in consulting sales?
2. What logic does the customer's buying behavior follow?
3. What are the psychological reactions of customers during the purchase process? How do customers make purchase decisions?
4. How to establish a relationship with customers in order to enter the state of consultative selling?
5. What does the so-called demand mean? How can we accurately and efficiently understand the requirements?
6. How to make a correct judgment on all kinds of information sent by customers?
7. How to guide customers to buy after understanding their needs?
Training income
1. Establish a marketing concept oriented to customer needs.
2. Master 45 sets of practical skills of consulting sales: words, actions and methods.
3. Learn three sets of sales tools: consulting sales communication form, demand analysis tool and sales guidance tool.
4. Share 26 classic cases
5. Participate in 6 sales and customer roles? Opposite play? bit
course syllabus
The first lesson is about the basic concept of consulting sales.
Case: Behavior Comparison of Two Telesalesmen in Baidu Company
1, three-level sales
2. The connotation of consulting sales.
Consultative selling's definition
The difference between consulting sales and promotion
Scope of application of consulting sales
3. Consulting sales process
Case: Xiao Chen guides customers to increase their purchasing volume according to the process.
The second lecture on purchasing behavior and psychological analysis
Case: Behavior Analysis of Liqun Company's Purchase of a Batch of Edible Oil
1, purchase behavior analysis
Classification of purchase behavior
The difference between organizational procurement and large-scale procurement
Seven factors of buying behavior
Procurement decision-making process
Uncertain factors affecting purchase
Characteristics of online customers' purchasing behavior
2. Purchasing psychology
Three elements of purchasing psychology
Purchase points of interest
Analysis of purchasing personality
3. Post-purchase behavior
Six behaviors after purchase
Formation of brand preference
Case: A group company wants to access private lines and other equipment.
The third lecture is customer demand analysis.
Case: Xiao Xu has been in contact with a large water conservancy customer for 9 months.
1, understand the meaning of customer needs.
2. What are the customers' needs?
Definition of demand
Reasons for demand
Core elements of demand
Organize the diversified needs of customers
Demand information
Key procurement information
Project demand information point
3. Analysis of demand factors
Individual, group and organizational factors of demand
Time factor of demand
Regional and industry factors of demand
Case: Analysis of Demand Factors of a Tobacco Company
The fourth lecture is to tap the demand
Case: Three cliches about killing salesmen
1, the strategy of mining requirements
Five basic problems of mining demand
Customer roles that understand requirements
Opportunities and occasions for asking about needs
Demand information sensitivity ranking
2. Questioning words
Eight questioning modes
Six communication points for asking about requirements
3, the process of responding to customer needs
4, demand research strategy
Design of questionnaire
Research execution method
Exercise: Ask customers in three classic ways.
Lecture 5: Requirements Identification and Diagnosis
Case: Xiao Zhang called the Chinese Academy of Sciences and the other party asked about the price.
1, judgment of demand information
Language of requirements issued by the customer.
Judgment of the authenticity of demand
Demand intensity judgment
Explicit demand and implicit demand
2. Demand analysis
Five rhetorical questions in demand analysis
The method of demand analysis
3. Buy the customer's buying signal
What is a buy signal?
Eight categories of buying signal.
The law of customers sending out buying signal
Buying Cycle and buying signal
Buying signal of big customers
Case: Mr. Pan bought office equipment and communicated several details.
Lecture 6: Consultation and Promotion
Case: the promotion of ultrasonic detector
1. What is counseling?
The meaning of consulting promotion
Three main points of consultation and promotion
2. demand? Confrontation mode
Demand? Communication program in countermeasure mode
Demand? Matters needing attention in the application of countermeasure mode
Step 3 spin the speech
4. Suppose buying
What is a hypothetical purchase?
Communication method of imaginary purchase