历史上有韦小宝:外贸电话开拓客户《天龙八音》之---粘、杀、夺、 摄、牵、拉、旋、锤

来源:百度文库 编辑:偶看新闻 时间:2024/03/28 21:42:10
一、粘:
发现客户,接近客户,做好准备之后再打电话。一天打几十个无效的闲聊电话不如打十个有效电话。
以免浪费时间和金钱。
我们打电话通常需要在这几类情况下打:

1.       客户有潜在的购买意向,比如他们经营我们的同类产品,客户有供应商现在不一定从我们这里买,但是
将来会和我们有很多的合作机会,我们联系上他们。

 

2.       探出客户公司关键人物,联系上他们。公司有权力的人往往会比普通员工早来公司。我们尽早在他们当地时间(以欧美公司为例)7:00-7:30分或8:00左右打两个电话,接你电话的人不会是小职员。如果公司没有特别安排和强力规定,小职员是不会这么早来公司的。

 

3.       特别时间接触特别的人。通常我们都认为客户礼拜五基本是不处理工作或者是不在办公室。如果一个公司的决策人经常需要出差和外出洽谈生意,那么这个决策人周五往往会到公司办公室来安排工作和处理事宜。这个时间打电话往往能和Boss级别的人联系上。

 

通过电脑打网络电话的时候需要把电脑上的QQ,MSN,和其他无关的网页统统关闭,以免影响打电话时候的专注。把工作台清理干净,只留一本笔记本在你面前,以便记录电话的重要内容。

 

自信开场,用感谢的态度暖场粘客户

多数外贸业务员刚刚开始用电话销售的时候往往只向客户推销东西.

比如:How do you think about our price? Do you need our samples for testing and our samples are free.

When will you confirm your order? Do you have any question about our samples or price?

很少有人和客户讲感谢的话,以感谢的态度和客户开场往往会形成良好的互动。

“Mr Tom, This is Wolf from ABC Company. I want to thank you for your inqury”

“Mr Tom, This is Wolf from ABC Company. I want to thank you for your recent order”

“Ms Linda, This is Wolf .I understand you have been purchasing from our company for 5 years and I want to thank you” 以感谢的话语暖场会让客户解除戒备心理,因为你的电话不是要让他处理业务,他会心情放松,对你的好感增加。在后面的谈话中如果客户话题跳转到生意上,我们就顺水推舟谈产品和服务。话题要让客户主动跳转

用前景看好的话来暖场粘住客户

这类电话需要包含对客户公司和行业有价值的信息,我们是和人打交道,不是公公司。人们都乐于谈论自己或者自己公司引以为豪的事情。比如:我们一个卖汽车的客户,我们从他们网站新闻了解到他们又开了两家分店。

如果从他们公司博客和网站获得的信息

我们就做如下开场:“Mr Ken, This is Wolf from ABC company. I read your company’s blog that your company have open 2 new store. I’d like to talk with you regarding how we can assist you with your car parts.”

 

我们也可通过客户当地的新闻网络看看是否可以查到客户公司的新闻。

比如洛杉矶时报Los Angeles Times 西雅图时报Seattle Times 美国和加拿大各大城市报纸可以用城市名+Times搜索出来

“Mr Ken, This is Wolf from ABC company. I read your Los Angeles Times Apirl that your company have open 2 new store. I’d like to talk with you regarding how we can assist you with your car DVD and car Audio.

 

关注一下客户的当地新闻,关注我们客户的行业,比如行业商机,新闻,竞争对手。

比如我们获悉客户当地网络机房改造,我们就可以用以下的话暖场

“Mr Deniel,This is Wolf from ABC Company. Your company recently acquired XXX data center update project.

I’m calling to discuss how we can save your cost and your time.”

 

 

用电话预约来粘住客户让客户无法拒绝你的来电

通常直接打电话预约很容易被拒绝,客户常常会临时取消预约,因为推销员通常不在客户业务生活安排的优先考考范围。我们用语音留言的方式就可以避免被客户直接拒绝的问题。

“Hello, Bill. I’m looking forward to speaking with you at 4:00 today about an efficent way of reduce your purchase cost and marke development problems.”

打电话的时候直接打客户的公司总机,不要直播客户的直线电话或者分机。让总机接线员帮你留电话语音留言给客户。语音留言的时候不要留下你的电话号码,这样客户没有你的电话号码他就不会给你打电话取消预约。西方习惯就是没有取消的事情就是默认许可的事情。 二、杀

通过电话杀入对方公司内部,让对方公司前台接线员为你服务。

我们做业务的是不是都一心想找采购? 是不是经常会直接说,我们看看下面的情景会发生什么情况?

情景1:

业务员:“Good morning.I would like to speak with your manager of purchase. Is that person in office?”

接线员:“Who is this? Who are you? What is this about?”
这样打电话通常会遭到接线员的拒绝和抵触。

情景2:

业务员:“Good morning,Oh,You have a lovely voice.This is Wolf from ABC company and I’d like to speak with your purchase manager. Would you be a sweet heart and connect me over?”

接线员:“What? I can not help you unless I know what is regarding.”

这样想通过恭维接线员来达到找采购的目的,也常常会被拒绝,接线员看不到你,不知道你有多帅,这样恭

维如同找死

 

 

情景3:

业务员:“This is Wolf from ABC company. Connect me with your director of purchase.”

接线员:“Who are you with? Do you have the person’s name that your are looking for? If you have no, I can not connect for you.”

如果不知道对方公司联系人名,直接打电话找人,也会遭到拒绝。

 

那么如何杀入?

我们用以下技巧:让你的声音友好,语速稍慢,听起来专业像老板身份或有决定权的人打来电话。

注意打电话的时候不要透露公司名,因为如果你不是大牌公司,人家也不认识。电话拨通后….

接线员:“Good morning. KKK company. How can I drect your call?”

业务员:“Good morning. This is Wolf and I need you direct me to import department,please.”

接线员:“What is this in regards to, Mr. Wolf?”

业务员:“This is about our business relationship with your firm. We are the developer and exclusive provider of 6 Disk Car DVD player and I'd like to set up a time to talk with your import manager to determine whether

or not this new design product will be of benefit to KKK Company.Will you connect me, please?”

接线员:“Is he expecting your call?”

业务员:“Well, no, not exactly.”

接线员:“Hold on please.”

 

 

如何获得对方公司负责人姓名?通过以下技巧获得:

只问对方负责人姓名,不让用接线员转接。仅仅进行火力侦察。一句简短的话即可。

适用于第一次接触开发的公司。这样往往会从接线员那里获得有效信息,正规公司通常不会隐瞒他们的

负责人。

业务员:“Hello,This Wolf from ABC company and I would like to find out who your director of import”

接线员:“Mr David is the director”

 

获得姓名后如何联系对方?通过以回复电话的技巧让接线员转接。

业务员:“Hello, This is Wolf. Mr David want me give him a callback today. Is he in”

或者“This is Wolf. I’m returning David’s call. What’s the best time to catch he in?”

 

这样接线员几乎都不会拒绝为你转接电话。

 

国外公司的接线员接到电话的时候通常会自报姓名。这个时候专业,准确,诚恳的声音来打电话,

会让你顺利接通客户。比如:

接线员:“KKK Company(或David office)This is Jeny.”

业务员:“Hi, Jeny, I’m trying to reach David.

接线员:“Hold on please.“

也可以这么说

业务员:“Jeny! David called me earlier. I’m trying to reach him, and I hope you can help me out. He said to call him at ten, but I haven’t been able to get in touch with him. Do you mind paging him, or should I call back this afternoon? ”

接线员“Hold on please. ” 

三.夺

打电话就需要从客户那里获得有价值的回应,这就需要设计高质量的互动问题来提问.

 

通常新手通常找对方公司联系人的时候往往会这么说,这类问题几乎等于找死:

情景1:找不对人,被直接拒绝

业务员:“Who is the purchase manager of your company?”

客户:“Non’t me, you will have to call to someone else. Bye.”

 

情景2:质问性的语气,被直接拒绝

业务员:“Why can’t you company change supplier? Our price is better.”

客户:“That’s our policy. Sorry I can’t help you anymore. Bye”

 

情景3:祈求性的语气,被直接拒绝

业务员:“Can you change or add a new suppliers anytime,our price is beter.”

客户:“No, that’s a lot of hassle and we just went through it with our current one.”

 

很多朋友都问,我PI都发了,为什么客户还不下单,为什么不下单?

客户不喜欢被劝导要买什么,或做购买决定。客户不下单通常是对他做这个购买决定的正确与否持不自信态度,犹豫不决,他不太肯定自己是否可以盈利。

(生活中我们如果认为自己的购物决定是正确的,我们会不出手买吗?想一想,客户是人,一样的心理。)

 

高质量问题的设定方法:

我们打电话的目的是,通过设定高质量问题获得客户关注。我们把握以下原则:

1.       站在客户角度考虑,建立可信的专家形象,让客户感觉你这家公司靠谱。

2.       发现客户的真实需求

3.       深化和客户的关系

4.       展示你为客户考虑问题的解决方案

 

高质量问题举例:

比如:我们是做网络机房安全防护产品的。我们了解到国外应用这个同类产品没有警示灯。

我们会问

业务员:“Tell me how you can find a bad surge protector when it is bloken?”

客户:“We will check the line and testing by our tools and find it.”

业务员:“That will cost operator more times and cost”

客户:“Yes”

业务员:“Our new design protector will help you save more time. You can find all bad protector in 1 second when they are broken by high current. Would you want more detail about the protector?”

客户:“Very interesting. Please send me email and I will call you ASASP when I read it”

 

比如:如果你是做印刷品的 设定问题如下:

“Can you tell me how you handle your wasted newspaper or magazine”

这样问行业关联性问题,表明你了解客户的业务。 在一句话Tell 来设定让客户开口的准备,用两次You 强调。

 

 

有时候客户他们自己也不一定清楚他们的真实需求是什么,虽然他让你报价和发样品,PI 但是迟迟不下决定。

我就就需要设定一些高质量的互动性问题来引导客户。比如:

“Can ell me about your existing situation.”

“What is the purpose that you want it make for you?”

“Where is the installation?”

“Tell me, how is this going to be implemented?”

“Who will be using these products?”

 

“What other products are you currently using?”

“Tell me about the products you are currently using.”

“What type of buying patterns do you typically have each month?”

这样设定问题引导客户,客户就会和你讨论他的顾虑和想法。

 

要避免生硬的死问题,很多人和客户报价时候,老板说让客户告诉我们目标价,能做我们就做,客户说了目标价我们再看。

这样客户往往给出超级低价的价格,让人心瓦凉瓦凉的。

(客户的心理,问我目标价,NND,当然是免费最好了!你们是专业公司,难道不能报价和问点专业性问题)

 

我们设定互动性问题可以让客户感觉和你沟通比较愉快

“Tell me about your budget range?”

“What are your price expectations for this data center update?”

“When you purchased last time, what was the price range?”

 

碰到客户犹豫不决时候,可能和你联系的是采购员没有决定权,他要联系老板。也可能他需要等他客户的决定。

我们问下面的问题就比较能够互动。

“Tell me about your decision-making process.”

“What method of selecting a vendor do you use?”

“How are you going to make your decision?”高质量互动问题设定模板

1 . 多用Who, What, When, Where, 避免用why(被问为什么是很烦人的)

  “Who is going to be using the product at your customer’s company?” 

“What departments are involved during installation?” 

“When is the ideal time for implementation?”

“Where are you planning on storing the extra stock?”

 

2. 用How 的问题来引导客户

 “How are the two departments involved in the decision?” 

 “How are these materials applied?” 

“How many do you anticipate needing in the next twelve months?” 

 

3. 最有效的是Tell的问提,鼓励客户交流, 这也是避免无话可说的好方法

   Tell me…  问对了问题,客户将会乐于和你交流和分享他的经验,相关的需求还会和你讲故事,只要客户开
口,你就已经开始了销售,这会让你在最短的时间获得客户最多的信息。 用Tell me 来设定问题,会让客户感觉到你乐于帮助他解决问题,他可能找对人了。

问对正确的问题,不要碰高压线。客户对问题有内心的标尺和高压线。

1-3 级标尺 客户会很放松的和你交流,这个不涉及客户做决定和金钱问题。

举例:

“Can you tell me about your existing situation?”

“Tell me how you’ve handled this challenge in the past.”

“Who will be using the product?”

“When are you considering implementation?”

 

4-7 级标尺 这个对客户具有挑衅性,这个会让客户思考拍板流程,客户心理会产生抵触

举例:

“Who worked for you using your existing supplier?”

“If you could change the current process, what would you do diferently?”

“Tell me a bit about your decision-making process.”

“What is your decision date?”

“How many quantity do you expect to buy?”

“What other solutions are you considering?”

 

8-10 级标尺 高危高压线,设计金钱和马上的决定。如果不是十拿九稳,这类问题不要问客户。

举例:

“Can you tell me your expectations for your contractual budget range?”

“You mentioned your insurance will pay part of the cost; what is your deductible?”

“What's your budget?”  “Will you buy today?”

“Do you know that if you don't make a decision by this month, you'll have to pay more since the material increase?”

“Is there any reason you can't buy from me this month?”

 

情景案例:

业务员: Can you tell me about your company’s decision-making process when it comes to promotion gifts needs?

客户: Well, because we operate on yearly budgets we have to submit our customers needs and involve Market situation..
Then we get approval and can start looking for proudcts.

 

业务员: When you’ve established your needs what’s the timetable for changing vendors?

客户: We work on fiscal year here, regardless of when we really need import.

 

业务员: That must be difficult considering some projects. Can you tell me how the USB notebook light is working for your marketing.

客户: It’s creating a problem. What can you do for us?

这样业务员就比较容易和客户沟通了。

四、  摄

用耳,用心听,听出客户性格,的背后想法,以便我们做有效回应。

我们在听电话的时候心里要想着以下问题:

这个客户是什么性格的?这个客户友好吗?这个客户是否很忙?客户和你通话的时候是否同时做别的事情?  

 

我们通过以下情景判断客户的性格类型,从而方便我们应对:

“刻板型” 客户

我们会听到大量的类似 “documentation,” “analysis,” “test data,” “negotiate,” “details,” “benchmark,”等。

比如我们会听到类似的句子:

“We’ll need test data, proof of your results.”

“We have a lot of expertise in-house, so I’ll have to see how you can add to that.”

“I’m not going to paint you a pretty picture.”

 

他们说话语气单调,比较慢,没有太多感情。这类客户对自己的专业技术非常自信,对于我们的提问,他在讲话之前都深思熟虑过才说。他们特别关注数据,证据,认证和分析材料。我们给这类客户打电话前一定要准备好公司的产品认证、产品相关文件,尽可能全面地回答所有问题

 

对于这类客户,我们需要按其要求提供相应的文件,便可进入其备选供应商名单。如果这类客户让我们填表,我们也不要怕麻烦,由于怕麻烦或担心暴露所谓的公司秘密而丢失大客户的故事都会让人想起来都肉疼。

 

“活力四射型” 客户

我们会听到大量的类似“excited,” “everyone,” “relation-ship,” “exceptional,” “unbelievable” 等。

比如我们会听到类似的句子:
“We need that information right now!”

“Lots going on here”

“Cool new stuff”

“Good news!”

他们说话语气感情丰富,语速比较快。他们很健谈,比较喜欢发表对问题发表意见。

和这类客户打交道必须多打电话, 他们喜欢在谈生意之前先建立关系。 我们用心听他说,并多问一些“Can you tell me…”这类的问题,这类客户对于寻求帮助的请求会做出响应。

比如:Can you spend 10 minutes to read our catalog? We will be pleasure when you give us some professional comments.

他们喜欢得到别人的赞赏。如果我们请求客户为我们的产品或服务做推荐,他们会欣然同意

尽可能多地寄给活力四射型客户产品和公司宣传册和个性化的产品材料, 强调我们公司的服务或产品能给对方带来的利益.

 

 

 

 

 

 

 

 

 

 

“独裁型” 客户

我们会听到的类似的句子。

“What’s this opportunity going to cost me?”

 “I’ve got a better offer from supplier B.”

 “Give me the price of 6 disc DVD player.”       

 “Our strategic initiative is . . .”

这类客户霸道,缺乏耐心,看重时间和效率,希望听到简短清晰的说明,他们拒绝闲聊。

由于时间有限,我们用对方喜欢的语言迅速建立关系,使用有力度的单词

例如“a chance”、“important”、“Your Target”、“Save your time”、”Save your cost”、“ competitiveness”

 

我们可以用以下类型的句子来引导

There is a chance for you to raise market share.

It’s very important for you to reduce purchase cost. 或 to improve XXX quality.

Your target is XXXX and we can help you to solve the case. Our Step is …….

Our new design XXX can save your time and your cost. It’s competitiveness than your old style XXXX.

对于这类客户,我们讲话语速快一些也许就能谈定这个客户。

 

“烂好人型”客户,也是最难搞的客户,拖拖拉拉的。

我们会听到的类似的句子。

“I don’t know if I can get this past my boss.”

“It sounds good, but we just had our carpets cleaned not too long ago.”

“We really don’t want to rush into making a decision.”

“We’ll just have to review the options as a team.”

这类客户热情,友好,极其有耐心,说话也比较温和,但是这类客户恰恰是最难搞的客户,他们做决定非常慢,而且不愿意个人承担责任,喜欢团队决策,很少提出反对意见。获得他们的信任往往需要很长时间。

 

由于烂好人型客户很少自己做决策,我们必须找出能影响他做出决策的其他人,烂好人型客户会很乐意告诉你这些信息。

比如我们可以说

I can see where this decision might put you in a tight situation, since you’ve had a relationship with your current supplier.

Let’s see how we can make this easier for you and your office staff to make a transition.

 

也可以问候How is everything today?然后听客户的回应,听语气,听心情。

 

或者说一些他在前次电话中告诉你的一些有关他们的事情。

比如 You have told me that Mr John will be come back on XXX and he will talk about the case of XXX with you.

烂好人型客户记忆力是超级好的,他能够帮助你跟踪细小的个人信息, 比如John 什么时候回来,回来做什么,对项目有什

么影响等。

 

3. 尽量让烂好人型客户了解我们,了解我们公司和产品,这就需要多多打电话和客户建立感情,这类客户不会轻易拒绝人,电话打多一些也不用害怕被拒绝。

 

如果客户性格和自己的性格相近,我们谈起来就比较容易投机,通过电话沟通障碍就小很多。如果碰到与自己性格相反的人,

我们就需要做一些调整,尽量找到一些共同点。 

五、牵

我们根据我们的性格尽量找出和不同性格类型客户的共同点,拉近沟通的性格距离。我们大家可根据我们各自的性格特点来做应对。

刻板型业务员

(1)       刻板型业务员 对阵 独裁型客户。你和客户的共同点是有目标、结果导向以及将工作正确完成的意愿。

(2)       刻板型业务员 对阵 烂好人型客户。都不会很快做决定,都很被动、都具有良好的倾听技巧,处事都有些小心翼翼。

(3)       刻板型业务员 对阵 活力四射型客户。你和客户的性格相反。如果没有激情地推销自己的产品,通常不会打动活力四射型客户。他们讲话快,更加情绪化,兴奋型客户会迅速做出决定。业务员要避免提供信息和细节,活力四射型对这些没兴趣,如果你提供这些的话,就又可能丢失订单。

如果你是活力四射型业务员那么对阵的客户共同点如下
(1)活力四射型业务员 对阵 独裁型客户。你们拥有如下的共同特点:精力旺盛、强势、不拘小节。
(2)活力四射型业务员 对阵 烂好人型客户。你们拥有如下的共同特点:喜欢人、有礼貌、热情。
(3)活力四射型业务员 对阵 刻板型客户。你们基本没有共同点。在这种性格相反的情形下,业务员必须彻底改变自己的说话方式,虽然为此付出大量精力进行语言训练和调整,但只有这样做才能签下订单。

如果你是独裁型业务员那么对阵的客户共同点如下
(1)独裁型业务员 对阵 活力四射型客户。你们共同拥有的元素同样是精力旺盛。
(2)独裁型业务员 对阵 刻板型客户。你和客户都是注重结果和目标导向的。从结果和目标入手沟通就会比较合拍。  
(3)独裁型业务员 对阵 烂好人型客户。独裁型业务员对于烂好人型客户迟缓的决策方式没有耐心。你会不断地反问自己,“为什么他还不做决定?为什么还不下订单?哪里出了问题?”
如果你不努力克制自己强迫的冲动,客户会感觉受到逼迫。烂好人型客户非常忠诚,你需要花很多时间才能从竞争对手那里抢过这个客户。如果你太早放弃,就永远谈不成生意了, 坚持下去就会得到丰厚的回报。

如果你是烂好人型业务员那么对阵的客户共同点如下
(1)烂好人型业务员对阵 活力四射型客户。共同特点就是你们都对人本身感兴趣,这是良好的开端,比较容易沟通。
(2)烂好人型业务员 对阵 刻板型客户。你和客户都渴望得到事实,不会冲动行事。
(3)烂好人型业务员 对阵  独裁型客户。独裁型客户显得专横、繁忙。他们会对你粗暴无礼,过分要求,尤其厌恶和你闲
    聊。所以,你最好向独裁型迅速提供相关的信息,并将信息与客户的目标直接关联。和这种客户打电话的时候站起来打,
    会促使你加说话快节奏和增强自信。果断型客户希望听到自信的声音和自己谈生意。 六、七、 拉,旋

面对客户的抗拒的僵局,通过设计问题把客户拉回谈判中,扫除客户心理障碍。

我们外贸业务员遇到客户说下面几个问题的时候常常容易发懵,不知道怎么和客户谈了。

比如遇到客户说:

Your price is way out of line. 或 Your price is too high. 或Our target price is XXX(比我们的报价低一半)或We really are satisfied with our current supplier.

这时候客户可以随意开价,他们可以不考虑我们的生产成本,不考虑我们的工作是多么的艰难。

我们这个时候就不要和客户纠缠到价格上,我们需要找出客户选择供应商的条件,他们喜欢现有供应商的什么,不喜欢什么,什么时候有可能更换供应商。(客户选择一个供应商不完全取决于价格,因为价格很容易调整)

 

我们通常都会问客户寄样品的事情,比如:

业务员: Do you need some our samples for testing?

客户: I’m not going to do something that quickly unless your samples and delivery charge are free.

这样的情况我们往往会判断客户没有诚意,或觉得客户实力不行而放弃接触。客户其实是有意向购买或者有意向谈这个产品的生意,但是他不太着急,他的现有供应商也可以提供。

(如果产品体积不太大,价值不太高,我们可以考虑采取邮局航空小包运送给客户,这个是比较便宜的发样方式)可以和客户说:

We can supply some free samples to you and we will pay the delivery charge.

Could you tell me what you like about your current supplier’s product and service?

这样即可打破僵局,并能获得客户积极的反馈,告诉你关于他目前供应商的情况(虽然不一定全部是真的)

 

碰到客户说已经有稳定的供应商的情况

情景1

客户: We’ve used the same supplier’s products in our data center for 3 years. We see no reason to change.

业务员: Oh (暂停一下). Tom, you said you’ve been using the same supplier for 3 years.

What initially prompted you to go with your current service when you made that decision?

这样提问,客户会告诉我们一些影响他选择供应商的关键性问题(价格不一定是决定性因素)

  

情景2 一个关于网络线的通话案例

业务员: Can you tell me what you like about their products and service?

客户: They use LSZH material and give us 1 year warranty.

业务员: How important is that to you?

客户: It’s very important to us in the way we do business.

业务员: Tom, what if you found a new company that used LSZH material products that give 2 years warranty?

客户: Oh, I guess we could take a look at that.

业务员: How about if we send you some our products for free one time and we’ll see?

客户: Sounds like a good idea. When can you come by?

这样便可引起客户的兴趣,使其考虑我们作为他新供应商的候选单位。客户给出了LSZH材质,我们即可知道这类产品价格不会太低,只要做到略高于成本价,价格即可让客户满意。(LSZH是网络线中的一种高质量材质产品,熟悉产品特性是我们判断客户采购价格和我们给出客户合适报价的重要参考因素)只要我们够专业,客户也不会胡乱和我们砍价。

 

情景3 一个关于运动器械推销的案例

客户: We’re all set with our current equipment supplier.

业务员: Do you mind if I ask you a few quick questions about your in-use times?

客户提一次抗拒,我们提出简短问题的请求,来拉住客户。

 

客户: I don’t have time to talk to you.

业务员: Okay, when might you have three minutes that I can ask you about your in-use rates on your exercise equipment?

客户第二次抗拒,我们提出只需3分钟时间了解一下客户目前运动器械的使用频率。

 客户: Just send me some information.

业务员: I’m happy to do that and because we handle both free-weight and tension-resistance equipment, I need to ask a few quick questions to send you exactly what would interest you.

客户这个时候比较感兴趣了,我们顺势推荐我们的产品。

 

客户: Your price is way out of line.

业务员: Well, tell me more about your pricing expectations.

 客户第三次抗拒,关于价格太高,我们提出让客户告诉我们他的价格预算范围,稳住客户。

 获得价格范围后再次给客户报一个接近的价格便可。

 

客户: I just don’t see us adding recumbent bicycles when we already have uprights.

业务员: I can see where you might think that and I’ve had customers before who thought that way.

They found that doctors are starting to recommend recumbent specifically for their lack of stress on the back.

客户这个时候不仅仅只对我们的一款产品感兴趣,同时另外一款产品也吸引了他。 六、七、 拉,旋

面对客户的抗拒的僵局,通过设计问题把客户拉回谈判中,扫除客户心理障碍。

我们外贸业务员遇到客户说下面几个问题的时候常常容易发懵,不知道怎么和客户谈了。

比如遇到客户说:

Your price is way out of line. 或 Your price is too high. 或Our target price is XXX(比我们的报价低一半)或We really are satisfied with our current supplier.

这时候客户可以随意开价,他们可以不考虑我们的生产成本,不考虑我们的工作是多么的艰难。

我们这个时候就不要和客户纠缠到价格上,我们需要找出客户选择供应商的条件,他们喜欢现有供应商的什么,不喜欢什么,什么时候有可能更换供应商。(客户选择一个供应商不完全取决于价格,因为价格很容易调整)

 

我们通常都会问客户寄样品的事情,比如:

业务员: Do you need some our samples for testing?

客户: I’m not going to do something that quickly unless your samples and delivery charge are free.

这样的情况我们往往会判断客户没有诚意,或觉得客户实力不行而放弃接触。客户其实是有意向购买或者有意向谈这个产品的生意,但是他不太着急,他的现有供应商也可以提供。

(如果产品体积不太大,价值不太高,我们可以考虑采取邮局航空小包运送给客户,这个是比较便宜的发样方式)可以和客户说:

We can supply some free samples to you and we will pay the delivery charge.

Could you tell me what you like about your current supplier’s product and service?

这样即可打破僵局,并能获得客户积极的反馈,告诉你关于他目前供应商的情况(虽然不一定全部是真的)

 

碰到客户说已经有稳定的供应商的情况

情景1

客户: We’ve used the same supplier’s products in our data center for 3 years. We see no reason to change.

业务员: Oh (暂停一下). Tom, you said you’ve been using the same supplier for 3 years.

What initially prompted you to go with your current service when you made that decision?

这样提问,客户会告诉我们一些影响他选择供应商的关键性问题(价格不一定是决定性因素)

  

情景2 一个关于网络线的通话案例

业务员: Can you tell me what you like about their products and service?

客户: They use LSZH material and give us 1 year warranty.

业务员: How important is that to you?

客户: It’s very important to us in the way we do business.

业务员: Tom, what if you found a new company that used LSZH material products that give 2 years warranty?

客户: Oh, I guess we could take a look at that.

业务员: How about if we send you some our products for free one time and we’ll see?

客户: Sounds like a good idea. When can you come by?

这样便可引起客户的兴趣,使其考虑我们作为他新供应商的候选单位。客户给出了LSZH材质,我们即可知道这类产品价格不会太低,只要做到略高于成本价,价格即可让客户满意。(LSZH是网络线中的一种高质量材质产品,熟悉产品特性是我们判断客户采购价格和我们给出客户合适报价的重要参考因素)只要我们够专业,客户也不会胡乱和我们砍价。

 

情景3 一个关于运动器械推销的案例

客户: We’re all set with our current equipment supplier.

业务员: Do you mind if I ask you a few quick questions about your in-use times?

客户提一次抗拒,我们提出简短问题的请求,来拉住客户。

 

客户: I don’t have time to talk to you.

业务员: Okay, when might you have three minutes that I can ask you about your in-use rates on your exercise equipment?

客户第二次抗拒,我们提出只需3分钟时间了解一下客户目前运动器械的使用频率。

 

客户: Just send me some information.

业务员: I’m happy to do that and because we handle both free-weight and tension-resistance equipment, I need to ask a few quick questions to send you exactly what would interest you.

客户这个时候比较感兴趣了,我们顺势推荐我们的产品。

 

客户: Your price is way out of line.

业务员: Well, tell me more about your pricing expectations.

 客户第三次抗拒,关于价格太高,我们提出让客户告诉我们他的价格预算范围,稳住客户。

 获得价格范围后再次给客户报一个接近的价格便可。

 

客户: I just don’t see us adding recumbent bicycles when we already have uprights.

业务员: I can see where you might think that and I’ve had customers before who thought that way.

They found that doctors are starting to recommend recumbent specifically for their lack of stress on the back.

客户这个时候不仅仅只对我们的一款产品感兴趣,同时另外一款产品也吸引了他。 八、锤

抓住时机,一锤定音,用简洁的话把客户推向敲定确认订单的临门一脚。

在产品,技术参数,采购数量,对客户的保障承诺都沟通的差不多的时候,客户快做决定时,往往不想说太多话。

这个时候临门一脚就很关键,稍微推动一下客户,让客户明确他可以获得的利益,事情就会顺利发展。

我们用这些话引导

“And what this means to you is  XXX” 或者“And the benefit to you is XXX” 或者 “What you’ll get out of this is XXX”

紧紧围绕四个要点来谈

1. 省时,我们的交货期快.

2. 省钱,我们的价格合适在客户的预期以内.

3. 可增值,客户在他们当地销售将获利丰厚.

4. 压力小,我们提供灵活的付款方式.

 

还可以用下面的提问来探一下客户的信心

“How do you feel about that?”

“When can you use this to your advantage?”

 

如果客户的回应类似下面的话,就有戏了。

“That sounds good.”

“I like the ideas that you’re sharing.”

 “Maybe we need a change.”

“This is the best solution I’ve seen so far.”

“Great!”

“That’s terriic news!”

 “We’ll ship this aternoon.”

“Thank you so much!”

 “I know management will be pleased.”

 “Wonderful!

我们就可以和客户提确定下单的事情。

我们就用以下语言引导客户确定。

“It sounds like we have the solution for you. Are you ready to place the order?”

“Based on what you’ve told me, we have a great match. Can we get started on the agreement?”
 “Sounds like you are ready to go. When do you want to take delivery?”

 “I like what you’re telling me. What do you need from me to get going on the implementation?”

“That’s great we’ll be working together. Let’s plan on our next steps of . . .”

 

“It sounds like you are ready to move forward. When would you like us to ship the order?”

 

“You said others are involved in the decision. What’s the best way to get them all on the phone together for a conference call?”

 

You seem to be leaning toward using our services. When do you want to get started?

 

天龙八音讲解完毕,欢迎大家提供各自遇到的和客户电话谈判问题的情况,我将收集整理不断完善,整理成书分享给大家。