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打造營銷優勢的最佳方式:利用客戶謊言
2018-11-15 14:52:11 作者:孫一天 瀏覽次數:788

客戶會說謊是因為他們暗自希望你會向他們銷售點什么東西。

客戶也是人,這意味著他們有時候也會歪曲真相。下面是最常見的客戶的謊言,以及你應該如何利用這些謊言打造你的銷售優勢的建議:

的圖片

謊言一:“我們對目前的供應商非常滿意。”

無論客戶表明自己有多“愛”目前的供應商,他們總都是愿意考慮更好的選擇。你的工作就是弄清楚為什么你可以是一個更好的選擇。

謊言二:“我們沒有預算。”

除非這家客戶真的快破產了,否則這句話的真實含義就是“別的項目有更高的優先級”。你的工作就是解釋清楚為什么你提供的東西比那些已經有預算的項目更重要。

謊言三:“我是唯一的決策者。”

這通常是一廂情愿。即使在“媽媽和流行”的情景中,“媽媽”也還是能夠否決“流行”決定的事情。在大公司里,決策總是通過共識的方式做出的。你的工作就是找到(并且打動)所有的相關人。

謊言四:“給我發一些信息,我會仔細看看。”

這就是客戶表示“我很忙所以迷失了”的委婉說法,他們只是不想表現得太粗魯。你最好將這句話理解為對方同意你發信息給他們,但是你也應該問一些類似這樣的問題:“順便問一下,你在這個領域里的優先級是怎么樣的?”讓談話繼續下去。

謊言五:“我很抱歉,我錯過了我們定好的會面。”

好吧,很可能對方并沒有那么抱歉,因為顯然是出現了某些更重要的事情。幸運的是,按照社交規則,你的客戶現在有義務做點什么來彌補你浪費的時間。

謊言六:“我們會平等地考慮所有的競標者。”

抱歉,但是在每一種投標的銷售情景中,都會有什么人在里面有內線(通常他們寫了RFP)。你的工作要爭取成為那個寫RFP的人,或者爭取成為調整RFP的人。

謊言七:“你的競爭對手的價格要便宜得多。”

客戶很清楚地意識到你的報價高得有理由(例如提供了更好的服務或者提供了更多的功能)。如果不是這樣的話,那么問題就在于你如何展現并定位自己提供的產品或服務了。

謊言八:“如果你不能給我們一個大的折扣的話,這筆生意就告吹了。”

這種最后一分鐘的要求是客戶檢查自己是否通過談判做成了最好的生意。如果你屈服了,并且給了對方一個折扣,他們就會知道你欺騙過他們。如果你堅持自己的立場,他們會心滿意足地嘆口氣,然后拿出支票簿。

TAG: 銷售技能培訓大客戶服務

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