工业品销售培训

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1、工业品销售培训工业品销售培训工业品销售培训讲师：谭小琥工业品销售培训讲师：谭小琥Industrial Professional&Excellent Selling Workshop工业品专业销售精英训练营分组分组l选队长l定队名（如雄鹰队，猛虎队)l定口号（如“只当第一，不做第二”）l团队展示：我们是*队，我们的口号是*计分规则计分规则l积极提问及回答问题 +35分l违反课堂纪律-35分l团队游戏+1040分Why we need training？为什么需要培训？为什么需要培训？lGet knowledge&experiencel获取全面的知识与经验，省去摸索的时间和少走弯路lSystema

2、tic thinking abilityl系统性的思考能力，避免遗漏重要事项lTeam use same language,better communicationl团队使用同样的语言，更好的沟通lCompetitor is doing itl你可以不学习，但你的竞争对手不会Attitude to Training 对待培训的态度对待培训的态度lEmpty Cupl空杯心态空杯心态lBelieve itl相信（少林拳谱）相信（少林拳谱）lPractice make perfectl熟能生巧（平时多流汗，战时少流血）熟能生巧（平时多流汗，战时少流血）Objectives 目标目标lTo trai

3、n sales professional with the emphasis on basic practical skill of industrial products sellingl通过强调工业品销售的基本实战技巧来培训出专业的工业品销售人员What Makes For A Successful Industrial Sales Professional 是什么造就了一个成功的工业品专业销售人员是什么造就了一个成功的工业品专业销售人员lTraining 培训lPractice 练习lPreparation 准备The Industrial Sales Professional 关于工业

4、品专业销售关于工业品专业销售lHow is the objective achieved?l目标是怎么达成的？lWhat is the knowledge required?l需要哪些知识？lWhat are the skill required?l需要哪些技巧？A Industrial Sales professional Defined 对工业品专业销售的要求对工业品专业销售的要求Four elements of orientation 四大要素要求四大要素要求lProduct&Application knowledgel产品和应用知识lCustomer&market knowledgel

5、客户和市场知识lDynamic selling skilll强有力的销售技巧lPersonal characteristicl个人特质Self Development Responsibilities自我培养的责任自我培养的责任A)Knowledge 知识知识lKnow your position 了解你的职责lKnow your company 了解你的公司lKnow your industry 了解你的行业lKnow your market 了解你的市场lKnow the benefits 了解你的优势lKnow your products and application 了解产品和应用l

6、Know the selling process 了解销售过程lKnow your goals and target 了解你的目标Self development Responsibilities自我培养责任自我培养责任B)Attitude 态度态度lDesire to learn 学习的欲望lConfidence to educate 对教育的信心lDedication 投入地工作lPower to motivate 自我激励能力lAbility to persuade others 说服别人的能力lDrive to achieve your goals 努力达成目的Self develop

7、ment Responsibilities自我培养的责任自我培养的责任C)Skill 技巧lTo prospect 了解潜在客户lTo develop personal relationship 建立个人关系lTo analyze information 信息分析lTo give sales presentation 销售演示lTo entertain effectively 有效应酬lTo prepare timely reports 及时写报告lTo follow procedures 跟进流程lTo organize 组织销售过程lTo anticipate situations 预见状

8、况lTo think creatively 创造性思维Self development Responsibilities自我培养的责任自我培养的责任D)Habit 习惯lProcedure and organization 程序和组织lStudy 学习lResearch 研究lPhysical care&appearance 外表和健康的维护Personal Impact-Factors 个人影响个人影响因素因素A.Personal 个人的个人的lInitiation 启动力lAbility to learn 学习能力lEnergy-action oriented 行动力lTolerance

9、to stress 承受压力lTenacity 永不放弃lAdaptability 适应力lRange of interests 兴趣广泛 lAppearance impact 外表lHonesty 诚实lCareer ambition 职业雄心lCredibility 可信lUrge to Win 想赢Personal Impact 个人影响因素个人影响因素B.Communication 沟通沟通lOral communicationl口头沟通lOral presentationl口头演示lWritten communicationl书面沟通lNon-verbal communication

10、l非语言沟通lGood listener l好的听众C.Motivation 动机动机lSensitivity to others viewl对别人看法的敏感性lWillingness to leadl领导的意愿lTeam playerl团队选手lBehavior flexibilityl行为灵活lNegotiation“patience”l谈判耐心Personal Impact-Factors 个人影响因素个人影响因素D.Judgment 决断决断lDecisiveness 果断lProblem solving 解决问题lRisk taking 承担风险lIndependence 独立自主l

11、Insight 洞察力lInnovativeness 创造力lAnalytical ability 分析能力lProfessional knowledgel专业销售知识lTechnical knowledgel技术知识Attributes of a Sales Professional专业销售的特性专业销售的特性lSelf starter 自发lSelf discipline 自律lSelf motivated 自我激励lSelf organized 自我组织lSelf evaluate 自我评估lSelf develop 自我发展Sales Professional Attributes&B

12、ehavior专业销售的特质和行为特征专业销售的特质和行为特征lCredibility 可信可信lUnforgettable 不健忘不健忘lMaturity 成熟成熟lConfidence 自信自信lEnthusiasm 热情热情lSociability 社会性社会性lAmbition 野心野心lObservations 观察力观察力lRespect 尊重尊重lOrganized 有组织的有组织的lSelf Motivation 自我激自我激励励lResults oriented 结果导结果导向向lEnergy 精力充精力充沛沛lHardworking 勤奋勤奋lCreative 创造力创造力

13、lBusiness knowledge 业务业务知识知识lEmpathy 同感心同感心lFlexible 灵活灵活What Do Customer Want From You?客户对你的要求？客户对你的要求？lConsistency 一致性lHonesty 诚实lFlexibility 灵活性lKnowledge 专业知识lSomeone they can count on 可以被指望（依赖）Conclusion-a good sales总结总结-好的销售是好的销售是lNever ever give upl永不放弃永不放弃lKnowledge&Skilll知识与技巧知识与技巧lTeam pla

14、yerl团队精神团队精神lGood habitl良好的习惯良好的习惯lDo more l做的多一点做的多一点Main Elements 主要要素主要要素（一）（一）lThe 8 steps basic selling processl销售的八个步骤lEssential element of intelligencel情报信息的要素lSales planning processl销售计划过程lQuestioning&Listeningl发问和聆听技巧lFundamental Selling Skilll销售技巧基础Main Elements 主要要素主要要素（二）（二）lFeatures&Ben

15、efitsl特点和益处lSelling Values&Value Creationl价值销售和价值发掘lPricing&Negotiationl定价及谈判lProcess of Handling Objectionl异议处理lClosing&Get order 结束并获取订单lTerritory Managementl区域管理The Selling Process销售过程销售过程步骤步骤lPre-reconnaissancel前期勘察 lApproachl接触lReconnaissancel深入了解lGaining confidence(Credence)l获取信任技巧技巧lPlanning

16、计划lInterpersonal Skills&instant impactl人际能力&第一印象lQuestioning&listeningl发问与聆听lPersonal integrity,Company strength and communicationl人品，公司力量，沟通The Selling Process销售过程销售过程步骤步骤lPresentationl销售演示lCommitmentl承诺lDemonstratel证明lMaintainl维护技巧技巧lPreparation.l准备lDetermination,closingl决定lFollow upl跟进lBecoming i

17、ndispensablel变得不可缺少（客户依赖）Main Elements 主要要素主要要素（一）（一）lThe 8 steps basic selling processl销售的八个步骤lEssential element of intelligencel情报信息的要素lSales planning processl销售计划过程lQuestioning&Listeningl发问和聆听技巧lFundamental Selling Skilll销售技巧基础Customer Economic Intelligence客户情报客户情报lWho is my customer?l谁是我的客户？lWha

18、t is his organization structure?l他的组织架构？lWhat are his product and service needs?l他需要的产品及服务？lWhat is his financial position?l他的财务状况？lWhat kind of business he is trying to run?l他的生意性质？lWhat factors affect or control his freedom of operation?l影响他的业务的因素？Product elements of Intelligence产品基本情报产品基本情报lHow c

19、an I help the customer?l我如何能帮到他？lCan my product be integrated into the customers system?l我的产品能否整合到客户的系统中？lIs cost of operation going to be a factor?成本的敏感性lPrice?价格lServiceability?操作性lSafety considerations?安全方面的考虑lDelivery time?交货时间lDoes it meet industry or government specifications/standards?l是否符合行业

20、或国家的相关法律法规和标准的要求Product elements of Intelligence产品基本情报产品基本情报Product select and trouble shooting对于产品选择和解决投诉极具意义lMachine 机器与生产线lSubstrate 材料lEnd user 最终产品及应用要求lCost/Competitor 竞争对手产品/价格比较lPlant condition 客户工厂状况（温湿度，洁净情况，通风情况)Intelligence on Competition竞争对手的情报竞争对手的情报lWho are my competitors?l谁是我的竞争对手？lW

21、hat do I know about his usual method of operating?l他通常的销售手法？lWhat are his personal strengths and/or weaknesses?l他的强项与弱项lDid he have special ties with my customer?l他与客户有否特别的关系Intelligence on Competition竞争对手的情报竞争对手的情报lCan he see my customer more often than I can?l他比我看客户更勤吗？lWhat experience has my cust

22、omer had with my competitor?l他与客户的合作的经历（好的，坏的）lWhat is my competitors product/application range?l竞争对手的产品/应用范围lWhat is my competitors sales organization structure?l竞争对手的销售组织架构How to gather intelligence怎样获取情报怎样获取情报lListen with“your eyes”l用你的眼睛听lListen with“your mind”l用你的“心”来听lGet him talking and keep

23、him talkingl鼓励和保持他说Customer facts!关于客户的事实关于客户的事实lOnce we have attracted customers,retention is essential as:lIt can cost 5 times as much to sell to new customers than existing ones.l开发新客户比维护老客户耗时五倍lCustomer loyalty must be earned and sustained through:lUnderstanding of the needs,requirements,desire

24、and relationships.l客户忠诚度必须通过了解其需要，要求，愿望和与其的关系获得 This can only be achieved through the systematic collection of customer,competitor and market intelligence 必须通过系统地收集客户，竞争对手和市场情报来达成必须通过系统地收集客户，竞争对手和市场情报来达成Main Elements 主要要素主要要素（一）（一）lThe 8 steps basic selling processl销售的八个步骤lEssential element of intel

25、ligencel情报信息的要素lSales planning processl销售计划过程lFundamental Selling Skilll销售技巧基础lQuestioning&Listeningl发问和聆听技巧Pre-call Sales Planning拜访前的计划拜访前的计划lList some of the Pre-call planning questions that you have to be prepared to answer 写下你可能要说/回答的问题lWhat will be your opening statement/remarks?开场白lWhat inter

26、est factor will you use?准备运用的 兴趣点lWhat benefits will you present?准备呈现的卖点lWhat proof will you use?准备使用的证据lWhat will be the probable customers objections?客户可能的异议lWhat will be your logical answers to probable objections?对异议的回答Tips for call 拜访的心理准备拜访的心理准备l既然花了功夫准备，就应充满信心l虽然做了预案，可能会有新情况l学会随即应变l不看客户永远不会了解

27、客户，也不会有机会l大不了被拒绝（7次）l拒绝你是客户的损失l客户也是人（信息的缺失，同理心）Main Elements 主要要素主要要素（一）（一）lThe 8 steps basic selling processl销售的八个步骤lEssential element of intelligencel情报信息的要素lSales planning processl销售计划过程lFundamental Selling Skilll销售技巧基础lQuestioning&Listeningl发问和聆听技巧Role play-company presentation 角色扮演角色扮演-公司简介公司简介

28、lTwo sales 两位自愿销售人员lGive company presentation 各自作出陈述lTime:3 min 时间三分钟lComments 评点Fundamental Selling Skill销售技巧基础销售技巧基础lVisual aid-sales folder,sample,toolsl视觉辅助工具-文件夹，样品，技术工具lSales process skilll销售过程技巧lCustomer analyzel客户相关人员分析lDrive to salel销售推进器lCommunication skilll沟通技巧Sales presentation-Visual ai

29、d销售演示销售演示-视觉辅助工具视觉辅助工具lSales folder 销售人员的文件夹lCompany introduction 公司介绍lProduct TDS 产品技术说明书lTesting report （对比）测试报告lCertification 环保证书lProcess draft 户）工艺流程图lIndustry&market information 行业&市场资讯（媒体）避免初次见面无话可说或杂乱无章，“眼见为实”，显示准备的充分性，尊重客户时间，有价值的分享。Sales presentation-Visual aid销售演示销售演示-视觉辅助工具视觉辅助工具lSample 样

30、品lProduct sample 产品样品lfinal product sample 客户成品lTested sample 检测后的样品l Tools 技术销售人员工具lInfrared thermometer 红外温度计（喷嘴/布胶轮温度）lProbe thermometer 探针温度计 （胶缸温度）lElectronic scale 电子秤（涂胶量）Suggestion 建议建议lSales folder competitionl销售文件夹比赛(优胜者，分享）lSales tools kit competitionl销售工具比赛lSuccessful storyl团队成功案例分享（每组一个

31、，3分钟）Fundamental Selling Skill基本销售技巧基本销售技巧lConnecting-To establish a personal bond with the customer 建立关系 eg.Using eye contact,building rapportlEncouraging-To keep customer participating in the sales call 鼓励参与 eg.Reinforcing,Empathizing,AcceptinglQuestioning-To get in depth information about the sit

32、uation-problems and needs of customer 有效提问 eg.Open questioningFundamental Selling Skill基本销售技巧基本销售技巧lConfirming-To make the progress of the sales call explicit 再次确认 eg.Summarizing,CheckinglProviding-To give customer information in a way that creates a clear positive image of you,your company and all

33、it stands for 价值提供 eg.Stating benefits,speaking concisely,Using enthusiasmHigh Performance Sales Professionals 优秀专业销售优秀专业销售lUnderstand the issues facing the customersl理解客户面临的问题lExchange information rather than pitchl交换信息而非“大声”（说服）lAdvocate needs of customers time and use it welll珍惜合理利用客户时间lMake it e

34、asy for customer to buyl让客户“买得容易”lSell to people not to organizationl卖给个人而非组织（个人关系）Selecting&Rating Key Accounts挑选挑选&评估重点客户评估重点客户lSales growth 销售增长lProfit growth 利润增长lEase of doing business 做生意的难度 Open and trustful 开放与信任lProblem solving 解决问题lRisk taking 承担风险lPricing attitude 价格态度Key accounts relatio

35、nship model 大客户关系模型大客户关系模型 Supplier Customer Supplier Customer 供应商供应商 客户客户 供应商供应商 客户客户SalesGM GMTTSPPreparing An Action Plan准备行动计划准备行动计划lWhy are you doing it 为什么要做lWhat are you going to do 准备做什么lHow is it to be done 怎么去完成lWhen will it be done 什么时候完成lWho is doing it 谁去做lWhat will be the result 结果是什么l

36、When will the plans be reviewed 计划什么时候回顾Buying Influence The User购买影响力购买影响力-使用者使用者lIs the user of the product.产品用户lRole is to make the judgment about the impact of the product on the job to be done.判断产品影响其工作完成度lProduct will have direct relationship to their job performance.产品对其工作表现有直接影响lHigh tendenc

37、y to be subjective.高度的主观倾向性lOften more than one person.通常不止一个人lThey have to be“sold”or if not orders will be hindered by resentment,lack of co-operation,or outright sabotage.需要”被销售“，否则会抱怨，不合作或消极怠工 Buying Influence The Gatekeeper购买影响力购买影响力-守门员守门员lThe role is to screen out alternatives based on techni

38、cality.基于技术细节来筛选可替换者 lDoes not decide who wins but does decide who plays.不决定谁赢但决定谁可以“玩”lCannot say“Yes”.But can and does say“No”.不能说“可以”但能说“不可以”lUsually there are several people who play this role specifications,delivery,legal.Quality control,references,credit terms etc 常常是几人-工艺，运输，法务，QC，财务等The Econ

39、omic Decision Maker经济决策者经济决策者lPerson who gives the final approval to buy.最终决定购买的人lReleases the Cash.付钱lONLY ONE per sale.一单交易只做一次决定 lMay be a Board or other committee acting as a single body.可能是董事会或类似机构 l Usually has the veto power.通常有否决权The Processor 执行者执行者lLittle influence except in a routine sens

40、e often experienced in the process of Delivery/Handling/Logistics.少许影响力，除非物流/处理程序经验被例行地重视lSeveral people could play role.可能是几个人lSome influence not major.有影响力-但不是主要的lIs knowledgeable about organization.通晓组织Buying Influence The Coach购买影响力购买影响力-教练教练lHas an interest you becoming the supplier.对你成为供应商有兴趣l

41、Role is to guide the supplier in the sale by giving you information that is needed to create sale.指导你的销售，给你一些信息去创造销售lYou need at least one coach for every Key Account.在每一个重点客户里你需要至少一个“教练”lYou must have or be able to develop credibility with the coach.你必须拥有或能发展“教练”对你的信任lCan also be a User and at time

42、s the Economic Decision Maker.也可以是使用者或有时是决策者lIs of the a senior person in the organization.通常是组织中的高层Buying Influence-The Dominant Influencer购买影响力购买影响力-强势影响者强势影响者lA trusted advisor and confidant of the Economic Decision Maker.可信的顾问，决策者的心腹lMaybe an authority or recognized expert on the subject.项目的权威或被

43、认可的专家 案例案例l圣象地板behind the Selling Concept销售概念的背后（心经）销售概念的背后（心经）lFocus on the customerl聚焦客户lEarn the right to advancel赢取推进的权利lPersuade through involvementl参与式说服Customer Focus 聚焦客户聚焦客户lKnow/understand/care about customers needsl了解了解/理解理解/在乎在乎客户的需求lBuild trust and confidence 建立信任信任和信心信心lTo deliver prod

44、uct/service to help the customer to do his job better 通过产品和服务帮助客户把“他他”的工作做得更好更好Customer focus creates a competitive advantage聚焦客户会产生竞争优势聚焦客户会产生竞争优势Customer focus means taking customer seriously聚焦客户意味着聚焦客户意味着“很把客户当回事很把客户当回事”Earn the right to advance 取得推进的权利取得推进的权利lResisting the urge to offer a soluti

45、on every time there is a needl每次有客户需求时坚持提供解决方案lHandling objection head-on rather than trying to diffuse theml正面回应客户异议而非淡化它lMaking sure that the quality if follow-up and service merits the privilege of further salesl确保跟进措施的质量 The right to do business must be earned It cannot be assumed 推进业务的权利是赢来的而非假

46、设推进业务的权利是赢来的而非假设的的 Persuade through involvement 参与式说服（体验式销售的运用）参与式说服（体验式销售的运用）lA shift from demonstration products and expanding on their features to involving the customer as a participant 从单纯的演示产品及其好处到让客户参与其中的转变Customers are persuaded when they are part of the process and NOT part of the audience

47、只有客户是参与者而非仅仅是听众时才会被说服。只有客户是参与者而非仅仅是听众时才会被说服。Communication Skill 沟通技巧沟通技巧lThinking 想lDoing 做lTalking 说lListening 听lObserving 看lReading 读lWriting 写Tips on written communication 书面沟通提示书面沟通提示lBe specific 明确lWrite in ordinary language 用通俗的语言lRe-read carefully what you have written 写完后仔细重读lRemember the re

48、cipient does not know all that you know 切记读的人并不知道你所知道的一切Read what you have written on the basis of their position 从客户的角度来读你所写的东西从客户的角度来读你所写的东西Tips on verbal communication口头沟通提示口头沟通提示lRecord what is said 记下所说的lBe prepared to act on the input 准备回应所听到的lWhat does the person mean(not what is said)他啥意思（潜台

49、词，而非他讲的是）lReply empathetically 同感性的回应lAsk the right questions 问对问题Main Elements 主要要素主要要素（一）（一）lThe 8 steps basic selling processl销售的八个步骤lEssential element of intelligencel情报信息的要素lSales planning processl销售计划过程lFundamental Selling Skilll销售技巧基础lQuestioning&Listeningl发问和聆听技巧Empathy&Sympathy 同感心同感心&同情心同情

50、心lEmpathy 同感心移情，能体会到别人的情感 例如：你的价格太高了，现在市场不好 是的，市场竞争真是很激烈，我同意你的看法，这就要求我们用更稳定的质量来赢得客户和市场lSympathy 同情心怜悯，赞同别人的立场或要求 例如：你的价格太高了，现在市场不好 是的，价格高了你们确实难做，这样，便宜一点如何Types of questions 问题类型问题类型lClosed 封闭式lOpen 开放式lDirective 直接式lReflective 反射式lHigh gain 多获式Closed questions 封闭式问题封闭式问题lCan usually be answered“Yes”

51、or“No”l通常只需回答“是”或”不是”lGain little informationl获得信息少Reflective questions 反射式问反射式问题题lRepeat what the customer says,thinks or feelsl重复客户所说，所想或所感觉的lRequires good listening skilll需要好的聆听技巧lChoose the most important item to repeatl选择最重要的部分重复High gain question 多获式问题多获式问题lRelevantl相关的lOpen-endedl开放的lConstruc

52、ted to produce a thoughtful answerl需要思考后作答lBrief and clearl简洁清晰High gain questions make to customer多获式问题让客户多获式问题让客户-lEvaluate 评价 -How would you compare RJ s quality with H company？你觉得荣嘉的产品和H公司的产品相比如何？lSpeculate 推测 -If you could develop your ideal adhesives,what would its characteristics be?如果你要开发一个理

53、想的产品，它要具备哪些优点？lExpress Emotions 表达情感 -What do you feel about H company cannot deliver in time?如果H公司不能及时交货会怎样？Benefit of high gain questions多获式问题的好处多获式问题的好处lTends to elicit better quality informationl引出高质量的信息lMore customer involvementl客户参与度更高lCustomer talks morel客户说得更多lDigs deep and may identify real

54、 issue/problemsl深度挖掘和可能识别真正的问题所在High gain questions-Warning!多获式问题多获式问题-警告！警告！lEarn the right to ask a high gain questionl获取问多获式问题的权利lWithout proper groundwork you could offendl如果缺乏基础可能会冒犯客户Develop good questioning habit养成好的发问习惯养成好的发问习惯lUse open questions 使用开放式问题lCheck facts 检查结果lAvoid trick question

55、s 避免戏弄的问题lDo not lead 不要引导lUse probing questions,do not be satisfied with first answer 使用刺探性问题，不满足于第一回答lListen to the answer 倾听客户的回答Developing effective questioning techniques 培养有效的发问技巧培养有效的发问技巧lBrief 简洁lSimple to understand by other person 易于理解lRelate directly to topic area being discussed 与讨论的话题相关

56、lAre free from assumptions 没有假设lDo not suggest“Correct”answer 不要建议“正确”答案lDevelop thinking from a constructive point of view 建设性思考lAre carefully constructed to meet specific ends 精心构建到想要的结果Listening skill 聆听技巧聆听技巧lPhysically attending 肢体语言lKeeping a open mind 心态开放lThink ahead 提前思考lChecking it out 确认l

57、Listening“between the Lines”听与想lSummarizing 总结lStructuring and guiding 结构化与导向Listening skill 聆听技巧聆听技巧l面带微笑l注视对方（1-3S，眉毛和鼻子三角区）l稍微点头l口中念念有词l不懂就问，总结l肢体语言动作l做记录l不要面对面（如果可以选择）Listening Skill-Examples（案例）（案例）l研祥工控 董事长 陈志义的故事l参与投标l询问详情l拿出小本l记录确认l引发兴趣l获得支持Main Elements 主要要素主要要素（二）（二）lFeatures&Benefitsl特点和益

58、处lSelling Values&Value Creationl价值销售和价值发掘lPricing&Negotiationl定价及谈判lProcess of Handling Objectionl异议处理lClosing&Get order 结束并获取订单lTerritory Managementl区域管理Features&Benefits 特性与益处特性与益处lA feature is a characteristic of a product or service 特性是某种产品或服务的特点lEg.Our glue hold high solid content at 33%lA bene

59、fit is a way in which one or more features provide a advantage,improvement or satisfaction to the buyer 益处是一种或多种特性带来的客户满意度的提高lEg.A good heat stability HM can save cost of machine maintenance and reduce down timeRelating Benefits To Needs 将益处与需求联系起来将益处与需求联系起来lTwo Ways:两个途径lState the benefit first fol

60、lowed by“that is because”“这是因为”State the feature first followed by“that means for you”这意味着”Benefits 益处益处lIncrease 提高提高lProductivity 生产率lQuality control 品质lEnvironmental control 环保lSafety 安全lPackaging efficiency 包装效率lInventory control 库存管理lStorage efficiency 储存效率lShipping convenience 运输便利性lDecrease 降

61、低降低lUnit cost 单位成本lReject rates 不良品率lDowntime 停机时间lPacking cost 包装成本lInventory(just in time)库存lStorage space 储存空间lTransportation cost 运费Types of Benefits 益处的种类益处的种类lCompany 公司公司lMake or save money 赚钱或省钱lSave time/faster use of time 节省或更快地利用时间lMake job easier or product better 工作更便利或产品更好lSave lives/i

62、mprove health 保护健康lPersonal 个人lRecognition 认可lAchievement l成绩lSecurity 保障lPersonal profit or pleasure 个人利益或愉快体验Features&Benefits 特性与益处特性与益处 Feature 特性 Advantage 优点 Benefit 益处 通过这样的转换，落脚点是“钱”Successful Business Will Be Those Who Can成功的生意都会是那些能够成功的生意都会是那些能够lDifferential their products by demonstrating

63、 value added to their customers products.l差异化他们的产品并证实能给客户产品带来价值lProviding a value added service to meet the specific needs and aspirations if their customersl提供有附加值的服务来满足他们的客户的特定需求和愿望lCan operate smarter through the effective use of sales and marketing informationl有效地利用销售和市场信息来更聪明的运作Main Elements 主要

64、要素主要要素（二）（二）lFeatures&Benefitsl特点和益处lSelling Values&Value Creationl价值销售和价值发掘lProcess of Handling Objectionl异议处理lClosing&Get order 结束并获取订单lTerritory Managementl区域管理Concept of Added Value 增值的概念增值的概念$X(Input)投入Consumed or Service 消耗或服务 Cost control 支出控制 Y-X Added Value 增增 加加 的的 价价 值值$Y(Sales)产生的销售Value

65、s recognized by customer 客户认可的价值Pay more/Buy more付更多/买更多Rewards for you 对你的回报对你的回报 Value Added Sales(1)增值销售增值销售 Customer Value 客户价值Reduce invoice processing costs.减少发票流程支出Achieved by:通过Less invoices.减少发票数Less paper-handling.减少文件工作Reduce credit notes.减少退货充帐Computerized payments.电脑支付Direct debits.直接折扣

66、Reduction of suppliers.供应商返利Value Added Sales(1)增值销售增值销售Customer Value 客户价值Reduce administration costs.减少管理支出Reduce costs.减少开支Achieved by:通过Reduce the no.of orders issued.减少订单次数Annual contracts.年度合约Long term contracts.长期合约Reduce suppliers.减少供应商Value Added Sales(2)增值销售（增值销售（2）Customer Value客户价值Reduce technical costs.减少技术开支Achieved by:通过Subcontract technical advice.分包技术顾问服务Use suppliers Knowledge.利用供应商的知识Obtain production advice.获取产品建议Reduce testing.减少测试Value Added Sales(2)增值销售（增值销售（2）Customer Val