This document discusses virtual selling in the Covid-19 economy. It addresses some of the key challenges of virtual selling such as building trust without seeing customers in person and conducting demonstrations remotely. It provides tips for virtual sales such as developing a strong value proposition to motivate customer engagement. The document also offers suggestions for effective virtual questioning techniques and presentations to help advance sales conversations and processes without physical interaction.
7. The NEW NORMAL of China’s Business Landscape
中国商务环境的新常态
• Companies which won’t be able to survive the crisis
无法在疫情情况下生存的企业
• Companies for whom the crisis has created new opportunities, or
that their services have been needed during the crisis
在疫情中创造了新的商业机会的企业,或者该企业的产品在以种种属于刚需
产品
• Companies eager to to make up for the “lost” quarter in Q1
急于弥补第一季度亏损的企业
Source: PTL Group
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9. Virtual Selling in a Covid-19 Economy
新冠肺炎经济下的远程销售
• Key Challenges
主要挑战
• Why Should Customers even Talk to You?
客户凭什么要跟你沟通?
• Virtual Questioning Skills
虚拟提问技巧
• Following through your sales process without seeing the customer
如何在不见客户的前提下推进你的销售步骤
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11. What are some Key Challenges when You have
to Sell without Seeing the Customer?
若您不见到客户却要做成销售,
主要有哪些挑战?
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12. Unlike face-to-face selling, you can’t say:
不像面对面销售,你不能说:
• “I’m just around your area”;
我就在你附近
• “I’d like to buy you lunch”;
我请你吃中饭
• “Can we just get to know each other”
我们先互相认识一下
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13. Some Key Challenges
一些挑战包括
• Unable to get virtual appointments
无法在线上约到客户
• Unable to build mutual trust without seeing each other
在无法会面的情况下无法建立互信度
• Unable to do demos
无法进行演示、产品示范
• It just feels awkward for you and/ or the customer
你或客户就觉得别扭
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14. Is it a Challenge or an Opportunity?
是挑战还是机遇?
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15. 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
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16. Prospecting for the Right Customer
找寻正确的客户
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You can choose to spend time on good prospects;
你可以将时间用在有质量的目标客户;
Or waste it on lousy prospects
也可以耗在烂客户身上
17. Criteria for Selecting Customers
选择关键客户的考核点
• Need 需求
• Money 钱
• Relationship 关系与交情
• Potential 潜力
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19. Action Faking 装模作样
when you take action that is NOT part of a bigger
process or achieving your goal
当你所采取的行动不是属于一个更大的过程或
不能为你实现你的目标
20. Virtual Selling in a Covid-19 Economy
新冠肺炎经济下的远程销售
• Key Challenges
主要挑战
• Why Should Customers even Talk to You?
客户凭什么要跟你沟通?
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21. Value Proposition
价值体现
• How does your solution change the customer’s results for the better?
你的解决方案如何改善客户的成效?
• What problems are you solving?
你在帮助客户解决什么问题?
• How do you provide enough value to motivate your customer to be
engaged?
你如何提供足够的价值来激励你的客户积极参与?
• What value can you create as a sales person?
作为销售人员,你又能创造什么价值?
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22. The salesperson is NOW the single largest factor (39%) in
a customer's purchasing decision
销售人员已经是客户购买的最大因素 (39%)
• No other factor – product, quality or pricing – equals the
impact of a salesperson.
• 没有其他任何因素 - 无论是产品、质量或价位 - 能够与销售人
员的影响相比
Source: HR Chally 22
23. Value Proposition: Example
价值体现:例子
We customise use cases that reflect real
work situations so that participants can
immediately use and overcome work
challenges
我们定制反映真实工作情况的案例,以便学员
能够立即使用并克服工作中的挑战
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24. How to Make Your Opening Call 如何开场白
1."Hello, Mr. XYZ."“XYZ 先生你好”
2."Thanks for taking my call."
“很高兴与您通话” 或 “感谢您接我的电话”
– DO NOT use any of the meaningless, overused pleasantries like,
"Is this a good time?" or "How are you today?"
避免说一些无谓的开头语,如“现在说话方便吗?”或“你今天好吗?”
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25. How to Make Your Opening Call
如何开场白
3.Introduce yourself.介绍自己
– "This is Susan. Susan Star with ABC Company."
“我是Susan。 ABC公司的 Susan。”
4.State your Value Proposition. 陈述你的价值体现
– “…The purpose of my call is to explore ways to better manage
your supply chain so that it reduces your costs and still increase
customer satisfaction. We have helped 4 other companies in
your industry to reduce costs by 30%. We may be able to do
so for you too.”
“…今天我跟您交谈的目的是探讨你们公司是不是能够更好地管理您的供应
链以降低成本并提高您的客户满意度。我们已经为您4家同行减少30%的
成本。我们或许也能帮您。”
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5
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26. How to Make Your Opening Call
如何开场白
5. “Mr. XYZ, is it OK if I can ask a few questions to find if
we can help you deliver better performance?”
“XYZ先生,您不介意我问几个问题,看看我们是否能给您带来
更好的效益?”
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35. • What activities can you do to build trust with customers?
你能进行些什么活动以建立与客户的信任?
• What else could you do to make customers buy without seeing you?
你还能做哪些事使得客户不用不见到你就购买?
Key Activities
关键商务活动
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36. 2 Key Usages of Tools
工具的2中主要用途
• Tools to make contact
让你接触客户的工具
– Phone 电话
– WeChat 微信
– E-mails
• Tools to create awareness of
your value proposition
让你在市场上提高你价值体现的
认知度的工具
– Webinar 视频会议
– Weibo 微博
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37. How Buyers Buy? 买方是如何采购的?
Stage 1:
Define Requirements
“Need to Be Heard”
一阶段:
定义需求“需要被倾听”
Stage 2:
Evaluate Choices
“Need to Choose Wisely”
二阶段:
评估选择“需要明智地选择”
Stage 3:
Commit to Action
“Need to Succeed”
三阶段:
承诺行动“需要成功”
Pains & Goals
痛苦和目标
Budget预算
Options选择 Risk风险
BuyerConcern
买方的关注
Pains & Goals
痛苦和目标
Budget
预算
Options
选择
Risk
风险
Time时间 37
Source: Sales Leadership Roundtable
38. Questioning Skill
提问技巧
• Open Question 开放式提问
– To gain information 获取信息
– To explore possibilities 来拓展更多的可能性
• Closed Question 封闭式提问
– To get agreement 获得同意
– To confirm 确认
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39. Questioning Skill
提问技巧
• Clarifying Question
澄清式提问
– Is price the key concern, or are there other concerns as well?
价格是主要的顾虑,还是客户还有其他重要顾虑?
• Reframing Question
假设性式提问
– If we were to lower price, will the customer definitely buy from us?
如果我们降价了,客户是否就会跟我们购买?
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40. Questioning Skill
提问技巧
• Combination Question
组合式提问
– What are some key challenges that you face now?
你目前面对那些挑战?
– What else?
还有吗?
– What do you think we can do to overcome those challenges?
你觉得我们该怎么做才能克服这些问题?
– Tell me more!
咋说呢?
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41. Stage 1 Questions
针对第一阶段的提问
• ”What are some aspects that you would like to improve?”
“您希望改进哪些方面?”
• “What kinds of products were you using previously?”
“您以前用的是什么产品?”
• “If there are ways to help you reduce costs and improve
productivity, would you be open to explore better solutions that
might cost a bit more?”
“如果有办法可以帮助你降低成本和提高生产力,你愿意寻求更好的解决方案
吗?”
• “If we are going ahead to explore further, who else will be giving
their inputs for their requirements?”
“如果我们可以继续深入探讨,还有谁可以为他们的需求提供意见呢?”
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42. Stage 2 Questions
针对第二阶段的提问
• “Between option A and option B, which will be more suitable?
Why?” “在A和B之间哪个更合适?为什么?”
• “If you have no constraints, what would your ideal solutions look
like?”
“如果没有任何限制,你的理想解决方案是什么样的?”(假设性提问探索可能
的理想选择)
• “If you could only have 3 out of the 4 key features, what would
those be?”
“如果你只能有4个关键功能中的3个,那会是什么?”(使用假设性问题来阐
明选项的核心功能)
• “Who would prefer option A, and who would prefer option B?”
“谁更喜欢A,谁则更喜欢B?”
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43. Stage 2 Questions (con’t)
针对第二阶段的提问 (续)
• “If we were to move ahead, what would be your buying
procedures like?”
“如果我们继续下去,你们的购买流程会是怎样的?
• “Who else should we reach out to as a next step? Would it be OK
for you to refer us over?”
“下一步我们还应该联系谁?你能把我们介绍过去吗?
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44. Stage 3 Questions
针对第三阶段的提问
• “Who would have some level of concerns or doubts if you were to
start using our solutions?”
“如果你们开始使用我们的解决方案,谁会有一定程度的担忧或怀疑?”
• “How would you like us to resolve those concerns?”
“你希望我们如何解决这些顾虑?”
• “What else needs to be done so that we can start our first
shipment?” “我们还需要做些什么才能开始给您发货呢?
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47. Virtual Selling in a Covid-19 Economy
新冠肺炎经济下的远程销售
• Key Challenges
主要挑战
• Why Should Customers even Talk to You?
客户凭什么要跟你沟通?
• Virtual Questioning Skills
虚拟提问技巧
• Following through your sales process without seeing the customer
如何在不见客户的前提下推进你的销售步骤
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48. Effective Follow Through
如何跟进
• Wrong Way of Follow Through 错误的跟进的方法:
– “What do you think of our proposal? Would you like to sign up
now?”
“你觉得我们的计划书怎样?你现在能下单吗?”
– “How long more do you need to consider?”
“你还需要考虑多久?”
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49. Effective Follow Through
如何跟进
• Better Suggestions 更好的建议:
– Summarise the sales meeting, highlighting their Needs, and ways
we can help
简单总结上次销售会面议程,提醒他们所提出的的需求以及我们能提供的
方案
– Find out who else in the customer’s organisation might have a
stake in their buying decision?
我是否在客户组织里积极找寻此次采购决策的利益相关者
– Sustain interest in the customer to allow me to see them the next
time?
我是否能够让客户保持他们对我们的兴趣与关注,并确保他们下一次还愿
意见我?
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50. 6 Questions to Ask to Progress the Sale
帮你推进销售的6道提问:
i. 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,您觉得哪方面对你最重要?
ii. Besides yourself, who else will you consult with regards to making
such decisions?
除了您本人,您还会参考哪些同事的意见来做决策呢?
iii. Which aspects do you think are most helpful to your colleagues?
您觉得哪方面对您的同事最有帮助呢?
iv. What would you like to see in my proposal?
如果我给您一些资料或提案,您最想了解什么呢?
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51. 6 Questions to Ask to Progress the Sale
帮你推进销售的6道提问:
v. 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?
由于我们谈了很多方面的信息,给您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。您看我们是不是可以下周三上午10点会个面,让我
跟您解释里面内容,也让您直接向我提出您的意见, 可以吗?
vi. Since you will be consulting with your colleagues’ opinions, would
like to invite them for our discussion?
既然您在这方面会参考您的同事的意见,到时候能不能顺便请他过来一下呢?
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52. One Key Factor that Makes Customers Buy without
Seeing You
一个能让客户在没有看到你的情况下购买的关键因素
Referrals
推荐和转介
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53. Getting Referrals
如何提高你的转介率
• Build trusts and relationships
建立信任和交情
• Go the extra mile for customers
为客户加倍努力
• Deliver as promised
兑现承诺
• Don’t be afraid to ask
主动提出转介要求
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