可口可乐辅导技巧、管理技巧、销售技巧培训

标签：人力资源,人力资源管理知识,人力资源管理, 本站提供可口可乐辅导技巧、管理技巧、销售技巧培训免费下载,http://www.nx899.com
79个PDF、LearningObjectives,,1.Abletoidentifydifferentkindsofobjections.,,2.Learnhowtousehandlingobjectionsprocessindailyselling,,WhatisObjection?,,Itmaybetreatedasaconcern,reason,ogumenttowardsaplanoridea.,,ObjectionispartoftheSellingProcess;itonlyreflectscustomer’sconcernorcurrentlimitation,whichneededtoberesolvedbeforemakingadecision.Objectioncanalsoexpressaspersonalneed–gotobelistenedto;tobegivenface.,,Therearetwomainwaystodealwithobjections.Oneistoreducetheopportunitiesofoccur;theotheristohandleiteffectively.,,ReducingObjectionOpportunities,,1.Havegoodknowledgeofcustomerinformationbusinessneedsandpersonalstyletoanticipatepotentialobjections.,2.Inyourcallplanning,readandpracticerelatedinformation:,a.PromotionDescription;NewProductTradeLeafletandQ&Athiswillhelpyoutoanswermostofthequestions,b.PromotionDetails:raiseanddiscusspotentialquestionsinweeklymeeting,c.Forspecificpotentialobjections,getmanagerorsupervisorinputsandpracticehowtodealwiththeseobjectionsbeforeaction.,,“Real”and“False”Objections,,Retailercanraise“realobjections”andalso“falseobjections.”Thekeytousistolearnhowtoidentifyandhandletherealobjections,notspendingalotoftimeattemptingtoanswerfalseones.,,Fromapracticalstandpoint,weshouldassume,atfirst,thateveryobjectionisanactualorrealconcernintheretailer’sposition.However,someconcernsaremoreimportantthanothers.,,Realobjection=Expressedconcernisanactual/realconcernfromtheretailer’sposition.,,Example:,Retailer:Theproblemwithyourplan,Mr.Chen,ismargin.It’snotenough.”,Salesman:“You’reconcernedaboutmargin.Doesanythingelsetroubleyou?”,Retailer:“No.Theplansoundsgood---exceptformargin.”,,Istheobjectionreal?Ismargintheretailer’srealconcern?Toclosethesale,isitthemarginobjection,thatmustbehandledtotheretailer’ssatisfaction?,,,FalseObjections,,Sincemanysalespeopleacceptthesefalseobjectionsandstoptheireffortstomakethesale,someretailersgetinthehabitofsayingthefirstthingthatcomesintotheirmind.Weshould,therefore,tohelptheretailerthinkthroughandfurtherexaminehis/herresponsesandobjectionssothatourideagetsafairevaluation.Ifourideaisgoodforhis/herbusiness,he/shewillacceptit.,,FalseObjection=Expressedconcernisnotactual/realconcern.,,Example:,Statementlike:“Thepackagedesignistoodull”.“Kidsdonotdrinkthatanymore”.“No-onewillpaythatpremiumprice”.,,Toidentifythe“real”objectionand“false”objections,weneedtoexaminetheconcernsraisedbytheretailer.,,,ProcessofHandlingObjections,,FourBasicSteps:,,1.Identifytherealobjection,2.Understand,3.Verify,4.Handle,,PurposeofSteps1and2istohelpyoufindouttheRealObjectionthatmustbehandledtoclosethesale.,,PurposeofStep3istoassureyourfinding-theretailer’sactual/realconcernandisolateitastheonlyremainingobjection,preferablyinwordsthatyoucanaddresse.g.profit,notmargin.,,PurposeofStep4istohelpclosethesalebyhandlingtherealobjectiontomeetretailerexpectation.,,IdentifyTheRealObjection,,STEP1:Clarifytheobjectionbyrestatingit;thenaskforanyotherconcerns.,,,,Example:,,Retailer:“Theproblemwithyourplan,Mr.Chen,ismargin.It’snotenough.”,Salesman:“You’reconcernedaboutmargin.Doesanythingelsetroubleyou?”,Retailer:“No.Theplansoundsgood---exceptformargin.”,Salesman:“So,you’reconcernedaboutmargin.Nootherthingstroubleyou?,Retailer:“No…nothingofimportance.”,,So,theretailerhassaidthatmarginistherealconcern,andthatnothingelse.Step1completed.,,But,isitsafetoassumemarginistherealconcern?Yes,itissafeforthemoment.Atthispoint,itisallyouhavetoworkwith.Amorethoroughexaminationwillleadtobetterunderstanding.And,thatunderstandinggenerallyrevealswhetherornotitistherealconcern.,,Insomecases,buyersexpressmorethanoneobjection.So,let’slookintohowthosesituationsarehandled.,,HereisanotheranswerforExample:,,Retailer:“Oh!ShelvingSpaceisalsoaproblem”,Salesman:“OK…youhaveaconcernaboutshelvingspace.Isthereanythingelse?”,Retailer:“Well,anotherisweather.Itwouldbetoocoldforyourproduct.”,Salesman:“Isee…so,youalsoconcernabouttheweatherwillhavenegativeimpactonsalesperformance.Doesanythingelsetroubleyou?”,Retailer:“No.”,Salesman:“Mr.Guo,you’vementionedthreeconcerns…margin,shelvingspaceandweatherimpactonsalesperformance.Whichone’sthemostimportant?”,Retailer:“Well.I’dhavetosayweatherimpact.”,,Soforthissituation,Step1hasbeencarriedout.And,weknowforthemomentthat“weatherimpactonsalesperformance”isapparentlythemainconcern.Whilethisobjectionisstilltoovaguetoattempttoanswer,thepurposeofStep1hasbeenaccomplished.,,UnderstandTheObjection,,STEP2:Toclearlyunderstandtheobjectionandtofindoutexactlywhatitisthatmustbehandledtoclosethesale.,,Examples:,Retailer:“Well,I’dhavetosayweather.”,Salesman:“Tellmemoreaboutthat.”,,Thiswillgivetheretailerlotsof“room”totellyoumoreabouttheimpactduetoweather.Theretailerwillthenofferspecificinformation,toavoidpossiblemisunderstanding,ortogiveinformationthatinsomeotherwaycontributestoclarity.,,Retailer:“Well,I’dhavetosayshelvingspace.Idonothaveenoughroomtodisplayalltheproducts.”,,Salesman:“So,theshelvingspaceisyourmainconcern?”,,Thisreflectsyourunderstanding.Itisanopportunityfortheretailertocorrectwrongimpressionsyoumighthave.,,Whenyouclarifytheobjection,trytoturnthatintosomethingyoucouldhandleinfuture,forexample:Price/Marginobjection-weshouldtrytoturnitintoprofit,asyoucanbetteranswerthatbyusingtheProfitStoryconcept.Forexample:Salesman:“Youhavesaidtheproblemisprice/margin.Whatyouarereallyconcernedaboutisprofit,howmuchyoucanmakebysellingX,isthatcorrect?”,,Itisimportantthatunderstandingofanobjectiondon’tindicateimmediatedisagreementbyyou.Rememberyourpurposeistogainmoreinformation,nottoimmediatelyminimizeorreducetheobjection.Iftheretailerperceivesyourresponseascontradictinghisstatement,hisnaturalreactionistobedefensive,thusstrengtheningtheobjection.,,Therefore,beforetherealconcernishandled,theprocesscallsforfirstbeingsurethatithasbeenaccuratelyidentified.And,thattheretailerandyouhaveamutualunderstandingofit.,,Note:,Concessions–Donotbeginofferingconcessionuntilyouhavenegotiatedallissues,whichyoucanreachagreement.,,VerifyTheObjection,,Step3:Toensurebothofyouunderstandtheobjectionandhavefocusontherealissue.,,Aneffectivewaytoverifyyourunderstandingoftheobjectionistosummarizetheobjectionfromtheretailer’spointofview.And,concludethesummarywith…”isthatright?”Goodwaystostartyoursummarystatementinclude:,,-“Sowhatyouaretryingtodecideiswhy…”Isthatright?,-“Thenwhatyoureallywanttoknowis…correct?,-“Youseemtobeasking…”isit?,,Thisgetstheretailer’sagreementthatyouhaveaccuratelystatedhisconcernandallowsyoutheopportunitytoaddressit.Youareinasensehelpingtheretailertoreopenhismindabouthisconcern.Youarealsoencouraginghimtolistenfurther.Ifthebuyerdisagreeswithyoursummaryoftheobjection,youobviouslyneedtolearnmoreabouthisconcernbeforeproceeding.,,HandleTheObjection,,STEP4:Toresolvetheissue,meetingretailer’sexpectation.,,Handlingobjectionssatisfactorilygenerallyrequiresthreethings.Theyare:,-Beingknowledgeableaboutthebusiness:shouldbeknowledgeableinourbusiness,i.e.Brandinformation,Customerinformation,Tradeinformation.,-Beingskillfulinconvertingobjectionsintobenefits:Convertconcernintosellingpoint,highlighttheprofitstoryandbenefitstocustomersoastoovercometheconcern.,-Beingconcise:Presentingthecasewithjustenoughinformationandfocusonaccountbenefits.,,Whatarethemosteffectivewaystoresolveobjection:,-Findparallelwithretailer’sownexperience–similarproduct/package/promotionhasbeensuccessful.,-Goodexperienceofotherstores–referotherstores,othertowns,othercities.Whodoesherespectasaleader?GToutletsmaylookatIndependentsupermarket;IndependentsupermarketmaylookatKeyaccount.,-Proposetestofsmallinitialquantitytocheckconsumeracceptance,e.g.Salesman:“MyprofitstorypresentedwasbasedonQooPeachselling50ofOrange,let’splaysafeandassumeitisonly20tostart–thatmeansafirstorderof3cases.Isthatabetteroption?”,-Identifyurgentreactiontoaprogramdespitesomeconcerns–priceincrease,othercompetitionstoreopening.,,,CONCLUSION,,FourbasicstepsofhandlingobjectionprovideasimplebutpracticalwaytodealwithObjection.Atthesametime,weshouldnotafraidtofacetheobjection.Infact,weshouldequipourselvestobecapableforeffectivelyandsuccessfullyhandlingthem.,,Themoreyoupracticeusingthisprocess,thebetteryouwillbecomeatmakingsaleswhenobjectionsareraised.,......，大小：984 KB