如何优化MICE业绩与利润 - Psyche

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How to Optimize MICE Sales,
Revenue and Profits
销售攻心术 – 如何优化MICE业绩
与利润
1
What are some of the biggest
challenges you face in doing sales?
您在从事销售时,最大的困惑及挑战是
什么?
How would you overcome?
你将如何克服?
2
How to Optimize MICE Sales, Revenue
and Profits?
如何优化MICE业绩与利
润?
• Understanding the MICE Business
了解MICE行业
• Managing the MICE Sales Process
如何梳理MICE销售流程
• Negotiating for an Optimal Outcome
in MICE 如何优化MICE谈判结果
• Retaining and Growing MICE
Customers 如何留住MICE客户并
得到更多的业务
3
How to Optimize MICE Sales, Revenue
and Profits?
如何优化MICE业绩与利
润?
• Understanding the MICE Business
了
解MICE行业
4
What is MICE?
MICE是什么?
• Meetings
会议
• Incentives 奖励
• Conventions/ Conference 大型会
议/研讨会
• Exhibitions/ Events
展会/活动
5
What are your MICE Sub-Categories?
你的MICE有哪些细分类?
•
•
•
•
•
•
•
•
•
•
•
•
Annual Meetings 年会
Training 培训
Conventions
大型研讨会
Road shows
路演
Product launches 新品推介
Press conferences
新闻发布
Annual Dinners and Parties
年终晚宴
Weddings 婚宴
Luncheons/ breakfasts 午餐聚会、早餐会
Staff meetings
内部会议
Interviews 面试
Incentive Tour
奖励旅游
6
What are your Customer Segments?
你的客户有哪些分类?
• Booker/ Purchasing Department 订
房员/ 采购部
• Sales Department 销售部
• Marketing Depratment 市场部
• HR/ Training Department
人力资
源/ 培训部
• Others 其他
7
Target Customer and Opportunity
Profile
目标客户与契机的特征
• Customer type
客户类型:
– Business nature 商务性质
– Company size
公司规模
– Decision making process
程
决策过
• Opportunity type 契机类型:
– What is the need? 哪方面的需求?
– What are the concerns? 有什么顾虑?
– What are the success factors?
需
要哪些成功因素?
8
知己知彼,百战不殆
Know Thyself and Thy Adversary,
A Hundred Battles Fought and Not
Imperil Any
9
Price vs. Value
价格 vs. 价值
10
What is the Value of Water?
水 值多少钱?
11
What do Your Customers Value?
你的客户会珍惜什么价值呢?
A Value is NOT a Real Value
UNLESS the Customer Wants It!
客户所不惜的就不是真正的价值
12
When Selling MICE…… 当你在销售
MICE时……
• Are you selling
你是在卖:
– Meeting rooms
会议室;
– F&B 餐饮; or 还是
– A Package of Rooms, F&B and
Meeting Facilities?
结合客房、餐
饮及会议设施的配套?
13
If You Want to Sell at Higher Prices,
Sell the Experience!
如果您想提高售价,你就必须让客
户感受良好的体验
14
Describe what kind of MICE Experience
you can deliver for your customers
具体形容你能够为你的客户提供怎
样的MICE 体验
15
How can a Sales Person be of
Value to Customers?
销售员要怎样才能给客户提供价值?
16
39% of a customer’s decision to buy from
your company is based on the
effectiveness of the sales representative
39%的顾客是因为销售人员的表现
而决定购买的
17
The R4 of the Customer's Experience
客户购买经历的R4
•
•
•
•
Reliability
可靠性
Relationship 交情与关系
Responsiveness 积极性
Resourcefulness 资源整合
18
The R4 of a Competitor's Key Account
竞争对手的大客户的R4
• Relationship
交情与关系
– Customer's booker has a strong relationship
with your competitor 顾客的 booker 和你的
竞争对手即现任的提供商有着密切的关系
– Competitor also sells at 15% below your
price 竞争对手的价格比你的价格还低15%
• Reliability
可靠性
– Competitor provides Reliable service for
day-to-day rooms and meetings 竞争对手
在日常的订房与会议能提供可靠的服务
– Service may be compromised if there are
large numbers of guests or complex
requests
但是服务质量可能在人数较多
或一旦遇到复杂的需求就会受到影响
19
The R4 of a Competitor's Key Account
竞争对手的大客户的R4
• Responsiveness 积极性
– Competitor is Responsive when it comes to
scheduling for bookings
竞争对手在客户下单
时做出积极的安排
– But their sales people hardly drops by during the
events to make sure everything is in order
但是
他们的销售人员极少到会议现场了解情况
• Resourcefulness 资源整合
– The competitor has been willing to be resourceful and
flexible to the customers' requests竞争对手对客户的要
求还是能够调动相关资源、灵活处理
– However, the competitor did not proactively give the
custoimer advice on how they can plan for a more
successful event 但是竞争对手却没有为客户出谋划策,
帮助客户将会议主办地更有声有色
20
Your R4 in Response to Lure the
Customer 你所能够引诱客户的R4
• Resourcefulness 资源整合
– Using your past experiences in organising MICE, you
pro-actively provide advice to the customer how to have
a better event
利用你多年的MICE经验,你主动为客
户出谋划策帮助他们将会议办得更好
• Responsiveness 积极性
– Every time you knew the customer is planning a
MICE whether it's in your hotel or not, you proactively provide advice on how they can plan for a
better event
无论客户是否在你的酒店主办MICE,
你都主动为客户出谋划策,将会议办得更好
– In addition, you keep yourself updated about the
customers' upcoming MICE, so as you can be fully
prepared除此之外,你也不断地了解客户近期有哪些
MICE的安排
21
Your R4 in Response to Lure the
Customer 你所能够引诱客户的R4
• Reliability 可靠性
– You illustrate your reliability by gathering pictures,
videos and testimonials of past events你以过去的
会议的照片、视频及客户鉴言来增加你的可信度
– You also let the customer know what steps you can
take to prevent mistakes from happening 你也让客
户知道你会采取什么样的行动避免失误
• Relationship
交情与关系
– Leverage your Resourcefulness, Responsiveness
and Reliability to build winning Relationships with
other influencers, in addition to the booker
通过
你的出谋划策、积极态度以及可靠性增强你与客户
的各层关系与交情
22
How do You Fare Against Your Main
Competitor? 你跟你竞争对手的区别
• Your Competitor's
R4:
– Reliability
可靠
性
– Relationship 交情
与关系
– Responsiveness
积极性
– Resourcefulness
资源整合
• Your R4:
– Reliability
可靠
性
– Relationship 交情
与关系
– Responsiveness
积极性
– Resourcefulness
资源整合
23
多算胜少算,而况于无算乎!
If You Fail to Plan, You Plan to Fail!
24
胜兵先胜而后求战
败兵先战而后求胜
The victorious army plans for
victory before fighting
The vanquished army fights before
planning for victory
25
Why Plan? 为什么要作计划?
• “In preparing for battle, I have found
plans are useless, but planning
indispensable.”
“在打仗前的准备阶
段,我发现计划没什么作用,但又是不可
缺少的。”
Dwight D. Eisenhower 埃森豪威尔
(1890–1969), U.S. general, Republican, politician, president.
美国总统、政治家、共和党、将军
26
What do You Need to Prepare for
MICE Customers? 针对MICE客户
你需要准备些什么?
27
Winning Ways of Winning Sales
People 成功销售人员的制胜法则
• They ask questions regarding their customers
problems, implications and "what will happen if those
problems are solved"
他们针对顾客所面临的问题
、问题产生的影响以及“如果那些问题能够被解决会
发生什么?”来进行提问
• They are personally accountable for customers'
results and understand customers' businesses
他们会为客户所想达到的结果负责到底,并深入
了解客户的商务情况
• They reach to ALL people who can influence over
the outcome of the sale 他们会接触、联系所有会影
响销售结果的人士
28
Winning Ways of Winning Sales
People 成功销售人员的制胜法则
• They match their sales process with their
customers' buying process 他们会把注意力
放在顾客的采购步骤,并将自身的销售流程
配合客户的采购步骤
• They seek to build a relationship with no
agenda first, rather than aiming the
customers' pockets everytime 他们在初
期与客户建立关系的时侯不期待任何销售结
果,而是围绕顾客自身的情况开始谈话
• They create value by providing advice and
insights to the customer 他们以提出建议
、见解的方式创造价值,而不只是一个充当“
会说话的宣传手册”
29
Prospecting for the Right Customer
找寻正确的客户
The Sales Person’s Most
Important Resource 销售
员最重要的资源
Time 时间
30
Prospecting for the Right Customer
找寻正确的客户
You can choose to spend time on good
prospects; Or waste in on lousy
prospects 你可以将时间用在有质量的目
标客户;也可以耗在烂客户身上
31
How to Optimize MICE Sales, Revenue
and Profits?
如何优化MICE业绩与利
润?
• Understanding the MICE Business
了解MICE行业
• Managing the MICE Sales Process
如何梳理MICE销售流程
32
What to Say on first Contact?
怎样作首次接触沟通
Whatever it is, it MUST be Valid
Business Reason to the customer!
不管你说什么,都得带给客户合适
商务价值!
36
Valid Business Reason
由
合适商务理
• The reason impacts the customer‘s concept of
what they want to accomplish, resolve, or avoid
影响客户对他们想要实现,解决或避免的观念的
理由
• The reason sets your phone call as a high
priority for the customer客户把你的电话做优先
考虑的理由
• The reason answers the question, “what‘s in it
for me?” for the customer 回答客户问的“这对
我有什么好处?”的问题
• The reason is clear, concise and complete理由
需清晰,简练,完整
37
Valid Business Reason
由
合适商务理
• “…The purpose of meeting today is
to explore how we can help you
organise a better event for your
annual sales meeting. Is it OK that
I ask you a few questions?...” “…今
天我们会面的目的是想探讨怎样帮
您主办更成功的销售大会。您不介
意我问一些问题了解一下情况吧?
…”
38
是故百战百胜,非善之善也;不战而
屈人之兵,善之善者也
The best victory is the one that is
won without fighting
42
Why do You Need to Uncover the
Needs and “Pains” of Customers
BEFORE Presenting Anything
为什么你必须在介绍任何事项之前先
挖掘客户的需求与“痛处”?
43
Uncovering the Needs and “Pains” of
Customers
挖掘客户的需求与“痛
处”
• First, state your Valid Business Reason 首先,陈
述你的合适商务理由
• Then, ask the following types of questions
接
着提问以下:
– Current-Future States 当下与预期的状况
– Highlighting and Intensifying “Pain” Areas
挖
掘客户的 “痛楚”
– Expected Paybacks/ ROI
对方所预期的效果
– Associated Risks and Obstacles
相关的风
险与障碍
– Provide Assurance
安抚他们的忧虑
47
Valid Business Reason
由
合适商务理
• State your Valid Business Reason for
your Call, and Get Permission to Ask
Questions
在会面的开始,我们先与
对方陈述此次会面的合适商务理由(当客
户了解你提问的用意,他更会与你合作)
– “……The purpose of my call is to explore
ways to provide better choices of
accomodation for your colleagues. Is it OK
that I ask a few questions?” “…今天我跟您
交谈的目的是想看看能不能给您的同事更多
酒店住宿的选择。您不介意我问一些问题,
了解一下您的情况?……”
48
Current-Future States
的状况
当下与预期
• Every potential new sale is a change for
customers 每个新的销售单子对客户来说是一种
改变
• Customers will have some expectations on how
they will want to benefit if they were to make a
purchase 顾客会对将要购买的产品益处抱有一
定的期待
• When customers are not sure about what their
future state is, they may be the wrong person to
talk to, or they may not have a clear buying
need当顾客对预期的状况不确定或他没有明确的
购买需求,那么你可能找错人了
49
Current-Future States
的状况
当下与预期
• Where did you hold your meetings in the past?
What will be your expectations this time?
你
们以前在哪儿办过会议?这次又会有哪些期望?
• What are your most important requirements?
What else do you think is helpful?
你们有哪
些最重要的要求?您觉得还有哪些方面是可以让
会议办得更好的?
• How often do you have events like this one?
What are your plans for future events?
你
们大约多长时间会办类似这样的会议?你们将来
又会有哪些会议呢?
• Can you tell me more? 能告诉我更多详情吗?
50
Highlighting and Intensifying “Pain”
Areas
挖掘客户的 “痛楚”
• Customers with weaker “pain”
issues may be less likely to buy 痛
楚比较少的客户购买意识比较薄弱
1.What are some of the good things
about your current hotel?
你们目
前的酒店目前做得怎样?
2.What are some areas that they can
improve on? 他们哪方面可以为您做得
更好?
3.Why is this so important for you? 为
什么这方面对您那么重要?
51
Expected Paybacks/ ROI
回报
预期的
• The biggest monetary or non-monetary benefit
when the customer buys from you
客户在购
买你的产品后能得到的实质性与非实质好处
• If…., what will be….? 如果……,会给你怎样
的帮助?
– If we can guarantee you a smooth event, will it have a
great impact on your bottom line? 如果我们能够保证
你的会议顺利无暇,这会给你们公司带来更大的效益
吗?
– If we make sure all your guests are well-taken care of,
will that make them happy?
如果我们确保您的
嘉宾都受到全方位的照顾,这是不是能让他们诚心满
意?
• What needs to be done to give you the best results?
您觉得怎样才能够给你最好的效果?
52
Uncovering the Needs and “Pains” of
Customers 挖掘客户的需求与“痛处”
• Current-Future States 目前与预期的状况
• Highlighting and Intensifying “Pain” Areas
突显与加重客户的“痛楚”
• Expected Paybacks/ ROI 对方理想的回报
Then 然后……
• Present your solution 陈述你的方案
53
Associated Risks and Obstacles
关的风险与障碍
相
• Will your customer be concerned
with: 你的客户是否会有以下顾虑:
– Buying from you for the first time?
是否第一次向你购买?
– Possible service failures or problems?
服务是否有会失败豁出问题?
– Poor feedback and response from
senior management? 高层管理的负
面反馈、反应
– Poor feedback and response from
end users? 使用者的负面反馈、反应54
Associated Risks and Obstacles
关的风险与障碍
相
• Do you have any concerns with regards
to our working arrangements? 不知道
针对这样的合作方式,您有什么建议?
• Are there any concerns from your senior
management with regards to working
with us for the first time? 不知道你们公
司高层针对第一次与我们合作,会有什么
顾虑?
• What will be some possible concerns if
you were to adopt our solutions?
如果您采用我们的方案,最大的顾虑
会是哪方面?
55
Provide Assurance 安抚他们的忧虑
• Understand how your customer wants
your assurance
了解你的客户要你
如何安抚他的顾虑
• What do you think should be our next
step?
你觉得我们下一步该怎么做?
56
Presenting Your Solution
提出你的方案
• Background Information about Your Company
关于你公司的背景信息
– This is the least helpful to sales, but is a necessity 在
整个销售环节里最起不了作用,但是个必备话题
– Spend the least time on this aspect 在这方面尽可能
用最少的时间
• Feature Your Main Selling Points and How it
Benefits Your Client
向客户呈现你的产品特
征、优势,并让他了解对他有什么益处/ 价值
• For Every Selling Point, Ask a Confirmation
Question to Get Client’s Agreement
在呈现
每个卖点的时候,提出一个确认式的提问,博取
58
客户的认同
Example: Presenting Your Solution
举例:提出你的方案
• Background Information
背景信息:
– “…We are a Luxury Hotel in Shanghai with great facilities
and greater service…” “…我们是上海的一家豪华酒店,能
为您提供豪华的酒店设施及贴心的服务…”
• Featuring Your Main Selling Points
体现你的卖点:
– “…When you host your sales conference with us, all your
meeting rooms will have natural light with spacious break
areas. You will also enjoy good food and great service
too…”
“…当您在我们酒店主办您的销售年会时,您所有
的会议时将有自然光及宽敞的茶歇空间。您也将品尝优质食
品并享受我们贴心的服务…”
• Getting Confirmation 博取认同:
– “…Will this help you organise a successful conference?...”
“…这是不是能帮您主办一次成功的年会呢?…”
59
木石之性,安则静,危则动,方则止
,圆则行
Just like wood and rocks: safe
when motionless, dangerous when
in motion; shape it square to stop it,
shape it round to move it
60
Why do you need to contact more than
one person in the customer’s
organisation?
为什么要在客户的公司联络至少两
个人?
61
How many people do you need to deal with
to close the sale?当销售接近尾声时,你需
要接触多少人?
• In a survey of Winning Sales Organisations by
Miller Heiman
根据Miller Heiman对卓越销售
团队的调研:
– 65% of all complex sales will require sales people to
contact 3-5 people in the customers’ organisation
before the sale is closed
65%的销售是要销售员在
签单以前与客户团队中的3-5个人打交道
– 34% will need to contact 6 or more people 34%需与6
人或以上打交道
• Relationships that rely on one person is very
vulnerable. Why?与一个人建立关系是非常脆
弱的。为什么?
62
Finding Out the Decision Making
Structures
了解客户的决策过程以
及幕后势力
• 6 Questions to Ask Before You Close 在你跟客
户接单之前所需提出的6道提问:
– After all we have discussed so far, which part do you
feel is most helpful?
在我们所探讨的事项中,你
觉得哪方面对你最重要?
– Besides yourself, who else will you consult with
regards to making such decisions?
除了你本身,
你还会参考那些同事的意见来做决策呢?
– Which aspects do you think are most helpful to your
colleagues?
你觉得哪方面对你的同时最有帮助呢?
– What would you like to see in my proposal? 如果我
给你份计划书,你想看到些什么呢?
63
Finding Out the Decision Making
Structures
了解客户的决策过程以及幕后势力
– As the proposal shall cover many aspects,
we won‘t be able to explain everything
clearly on a few pages. Do you think we can
have a meeting at 10:00AM next Wednesday
so that I can explain the content to you and
you can provide me with your feedback? Is
that ok with you? 因为我们谈了很多方面的
信息,给你建议的方案也将会是多方面的。
因此,单凭几张纸,可能表达不清。你看我
们是不是可以下周三上午10点会个面,让我
跟你解释里面内容,也让你直接向我提出你
的意见,好吗?
64
Finding Out the Decision Making
Structures
了解客户的决策过程以及幕后势力
– Since you will be consulting with your
colleagues’ opinions, would you like to
invite them for our discussion?
既
然你在这方面会参考你的同事的意见,
到时候能不能顺便请他过来一下呢?
65
The Influencers of Complex Sales
复杂销售情况的影响者
•
•
•
•
•
The Decision Maker 决策者
The Fault Finder 挑毛病者
The Gatekeeper 挡门者
The User 使用者
The Sherpa/ Guide 引路者
66
The Motivations Behind Each Player
每个角色的购买动机
• Buying to Spur Growth
刺激增长
• Buying to Solve a Big, Current Problem
解决棘手的问题
• So-So, Not Much Motivation to Buy 不
好不坏,对你的产品可有可无
• Over Confident, No Reason to Buy at All
过于自信,完全没有购买的必要
In ALL Big Selling, there’s ALWAYS official
and personal motivations for each player
所有购买角色都有在公、在私的动机
67
What are some of the buying
motives of your typical buyer?
你们一般的买家又有哪些购买动机
呢?
68
不知敌之情者,不仁之至也,非民之
将也,非主之佐也,非胜之主也
If you don't know much about your
adversary, you won't command
victory
69
Exercise: Mapping Out Each
Influencer 练习:理出每个影响者
• Think of a deal you have previously won/ lost that
involves multiple decision making players
设想
你曾成功(或不成功)接单,而又需要多人决策的
客户
– How many people have you communicated with? 你跟
对方企业的多少人进行过沟通?
– What are their influence level from 0-10 从0-10的影响
程度
– Who are the Decision Maker, Fault Finder, Gatekeeper,
Users and Sherpas? 对方谁是决策者、挑毛病者、挡门
者、使用者及引导者?
– What were their official and personal motivations to buy
(or not to buy) from you? 他们跟你购买(或不跟你购买)
的在公、在私的动机是什么?
– What else do you feel you should have done? 你觉得你
哪方面该做的没做?
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How to Optimize MICE Sales, Revenue
and Profits?
如何优化MICE业绩与利
润?
• Understanding the MICE Business
了解MICE行业
• Managing the MICE Sales Process
如何梳理MICE销售流程
• Negotiating for an Optimal Outcome in
MICE
如何优化MICE谈判结果
72
Negotiation
谈判是:
Get Others to Give You What You Want, by
Giving Them What They Want
给对方他们想要的东西来换取我们想要的东西
73
Rules of Sales Negotiation
商的规则
销售协
• You have the right to say “No”. If you
can't say “No”, you are in big trouble 你
有权说“不”。如果觉得不能说“不”,
你就麻烦大了
• Your job is not to be liked, it’s to be
respected 你的工作不是要被他人所喜欢,
而是要受到对方的尊重
• Price is as psychological as it is
emotional, but NEVER, ever rational 价
格的决定可以是感性的,也可以是心理的,
但从来不是理性的
74
Rules of Sales Negotiation
商的规则
销售协
• “Loose lips sink ships” “祸从口出”
• Always enter every negotiation with an
agenda — what’s your desired outcome
and how you want to achieve it 永远在每
一次谈判之前都都得将谈判流程计划好-
你的预期结果及如何达到
• The only goals are those you can
control: behavior and activity 目标应该是
那些你能够控制到的:行为和行动
75
Rules of Sales Negotiation
商的规则
销售协
• Always think in the customers’ positions,
and highlight their “pain” 永远从客户的角
度思考,在他们的“痛处”上做工作
• Do you know ALL the decision
influencers? 你是否已经认识所有影响决
定的人士了吗?
• “No” is good, “Yes” is good, “Maybe” will
kill you “不”是好的,“是”是好的,
“可能”会让你痛不欲生
76
Objections Handling
处理反对意见
• Objections happen at ALL stages of the sale 客
户反对意见无时不在,随时都有
• The key to successful selling is to avoid
objections, not to handle them as they arise 成
功的销售模式是避免反对意见,而不是遇到反对
意见才兵来将挡
• Framework of handing objections
处理反对
意见的方式
– Empathise (But not to agree with) 体恤对方(但不是
同意对方的立场)
– Clarify 澄清对方的看法
– Agreement to an Action 解决反对意见
77
Empathise
体恤对方
• When customers raise objections, DON’T
confront or argue with them, otherwise you will
only get embroiled in an argument with them 客
户提出任何意见,都不能直接反驳,否则只会跟
客户发生争执
• “I understand what you mean”
“我明白
你的意思”
• “I understand how you feel” “我了解你的感受”
• “I’m glad you bring that up!” “我非常高兴你提
起这件事!”
78
Areas to Clarify On 需要澄清的方面
• The meaning of the words they say vs. what
they REALLY mean
澄清对方所说的虚实
– Unfair comparisons
不公平的对比
– Delay tactics
拖延的举动
– Give and take strategy 讨价还价
• “Whom did you compare with that you find us to
be expensive?” “你是跟哪家供应商比较,觉得
我们价格贵了呢?”
• “Do you feel that price is more important that
productivity, or productivity more important than
price?”
“你觉得价格比较重要,还是提高效率
更加重要?”
• “Are there any other concerns besides this?” “除
79
了这个顾虑,买有其他意见吗?”
Agreement to an Action
解决反对意见
• After clarifying with the customers’
concerns, see if you can get their
commitment 在澄清客户的疑虑后,
看对方能不能给于承诺
• “If price is not a problem anymore,
can you place the order now?” “
如果价格没问题,是不是就能够定
下来了?”
80
Objections Handling
处理反对意见
• It's too expensive 太贵了!
• Hmmm…I’m glad you said that. Why do you
feel that our price is high? Which is MORE
important to you, price or quality?
嗯…我非
常高兴你很关注我们的价格。你知道为什么我们
的价格比其他人高吗?哪方面对你比较重要,价
格还是质量?
• How much?
多少钱?
• Apart from the price, do you have any other
concerns? If you don't have any problems with
price, would you like to give it a try now?
除
了价格以外,你们还有其它方面要考虑的吗?如
果价格没问题,是不是现在就能定下来?
81
Objections Handling
处理反对意见
• I don't have time. Please leave your brochures here
and I will contact you later.
我没空,你把资料放这
里。改天我再和你联系
• I understand you are very busy. So is everybody else. But
what if within 15 minutes I can show you whether you can
achieve better results with lower costs? Do you think the
15 minutes are worthwhile? 我了解你很忙。其实大家都在
忙。但如果你能够在15分钟内了解你是不是可以以更少的
成本达到更好的业绩,你觉得你这15分钟花得值得吗 ?
• Let me think about it.
让我考虑考虑
• I understand how you feel. You simply want to digest all
you have learned just now, right? Which areas do you feel
is of most value to you? So what shall we do next? 我了
解你的感受。你是想仔细探讨你刚才所了解的一切,是吗?
我说了那么多,你觉得哪方面对你的帮助会是最大的呢?
你觉得我们下一步该怎么做呢?
82
Objections Handling
处理反对意见
• Our budget is fixed and cannot be
changed.
预算已定,不可能再更改
• I understand what you mean. In which
aspects do you think you want to
improve your current situation? Why do
you think they are important to you? If
we can solve such problems for you,
can you do something about the
budget?我明白你的意思。你觉得你们目
前的哪方面有待改进?为什么这对你们
会重视这方面?如果我能够解决你们这
方面的问题,你能做些调整吗?
83
避其锐气,击其惰归
Avoid the initial onslaught, strike
when they run out of steam
84
How to Optimize MICE Sales, Revenue
and Profits?
如何优化MICE业绩与利
润?
• Understanding the MICE Business
了解MICE行业
• Managing the MICE Sales Process
如何梳理MICE销售流程
• Negotiating for an Optimal Outcome in
MICE
如何优化MICE谈判结果
• Retaining and Growing MICE
Customers 如何留住MICE客户并
得到更多的业务
85
What do You Need to Do After Each
MICE?
每次MICE结束后你需要做些什么?
86
What do You Need to Do After Each MICE?
每次MICE结束后你需要做些什么?
• Thank the organiser for their
business
答谢主办方将会议在你
们酒店主办
• Proactively get feedback from the
organiser
主动地向主办方索取反
馈
• Ask the organiser how else you can
support them for their upcoming
MICE 与主办方询问你在他们下一
次的会议能够给他们哪些方面的支
持
87
The 4 "R"s of the Customer's
Experience
客户购买经历的4"R"
•
•
•
•
Reliability
可靠性
Relationship 交情与关系
Responsiveness 积极性
Resourcefulness 资源整合
88
What Do Customers Expect from Sales
People? 客户对销售员有什么期望?
• Be personally accountable for customers’
results 为客户的绩效承担个人责任
• Understand customers’ business
了解
客户的商务模式
• Proactively provide advice for customers
主动为客户提出建议
• Suggest the right solutions that solve
customers’ problems
提出能解决客户困
惑的有效方案
• Be easily accessible 客户能随时联系上
• Be creative in responding to customers’
needs 能为客户的需求提出有创意的解决
方法
89
Source: HR Chally
Formulating your Action Plan
拟定你的行动计划
• What should I do more of? 我们哪方面应
该多做一些?
• What should I do less of? 我们哪方面应
该少做一些?
• What should I start doing? 我们该开始做
些什么?
• What should I stop doing? 我们该停止什
么?
• What shall be my action steps now? 我
的行动计划将是什么?
90
Q&A
Contact [email protected] for
more details, OR log on to:
www.psycheselling.com/page4.html to get
monthly updates OR
http://cydj001.blogbus.com for the Chinese
updates
91
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