新健康顧問培訓(xùn)課程.ppt

New Wellness Advisor Training Program,新健康顧問培訓(xùn)課程,Copyright 2010 AMES United. All rights reserved.,Copyright 2010 AMES United. All rights reserved.,Sales Persons Mindset 王牌銷售員心態(tài),請停止以夜市場的水準來經(jīng)營你專業(yè)的行業(yè)！ Stop using “Pasar Malam” Standard to “師奶” 的經(jīng)驗 + 角色 傳統(tǒng)的推銷方式 Traditional selling method,銷售員常犯錯誤,Copyright 2010 AMES United. All rights reserved.,銷售員是個什么人物 ？,Copyright 2010 AMES United. All rights reserved.,銷售 = 把產(chǎn)品推出市場，根據(jù)營銷計劃來執(zhí)行以達成目標 - 用銷售技巧來完成交易 - 提供卓越服務(wù)給予顧客 銷售 = 專業(yè)行業(yè) 銷售 = 營銷學(xué) + 市場學(xué) + 心理學(xué) + 口才學(xué) + 表演術(shù),認識銷售,Copyright 2010 AMES United. All rights reserved.,銷售隊伍 = 人體中的血管，支撐著企業(yè)的生命 = 企業(yè)的成與敗取決于銷售隊伍優(yōu)秀與否 = 直接參與戰(zhàn)斗的一群 銷售員的責任 = 如何使顧客接受公司產(chǎn)品 王牌銷售員不只出售產(chǎn)品，更加是售賣他們的專業(yè)，形象，自己，信譽， 企業(yè)。,認識銷售,Customer Service & Selling Skills 顧客服務(wù)&銷售技能,優(yōu)質(zhì)服務(wù)的三大主柱 3 Pillars of Service Excellence,卓越的 Excellent,卓越的 Excellent,卓越的 Excellent,產(chǎn)品Product,程序Process,人才People,誰是你的顧客 ？ Who Are Your Customers?,外部 External,內(nèi)部 Internal,People outside the organisation who need your service.,在組織以外需要你的服務(wù)的人。,Your colleagues, managers, subordinates, etc.,您的同事，經(jīng)理，下屬等 。,服務(wù)外部及內(nèi)部的顧客對我重要，因為. Serving my external & internal customers is important because,對個人的利益 Benefits to ME,顧客將會記得我，因為他們對我的服務(wù)感到滿意 Customers remember me because they feel good about my service 我將會與眾不同 I will stand out from the others 我為我做的一切感到欣慰和驕傲 I feel proud and good about what I do 我會因此而獲得認同和獎勵 I may be recognised and rewarded,對公司的利益 Benefits to Our Company,Positive word of mouth,Improved Service Standard,Competitive Organisation,Loyal Customers,良好的口碑,提高服務(wù)標準,競爭力強大的企業(yè),忠誠的顧客,12,如果我不提供良好的服務(wù)呢？ What If I Do Not Provide Good Service?,顧客會抱怨 Customers will complain 公司會減少盈利 Company will be less profitable 這對我有什么影響? How does this affect me?,服務(wù)準備 GEMS Preparation,服務(wù)由我開始. Service Begins with ME 關(guān)鍵時刻 Moment of Truth 第一印象 First Impression 您對產(chǎn)品的了解 Know Your Product,服務(wù)由我開始 Service Begins with ME,從“心”服務(wù) Serve from Your Heart 表現(xiàn)出對顧客的關(guān)心 Shows that you care about your customers 為顧客提供額外的服務(wù) Doing something extra for your customer 發(fā)自于內(nèi)心 Comes from the heart,優(yōu)質(zhì)服務(wù)是一種選擇 Good Service is a Choice,態(tài)度 Attitude,行為 Behavior,結(jié)果 Consequence,環(huán)境衛(wèi)生 賣場擺設(shè) 整潔的外表（個人） 良好的感覺（個人） 良好的展現(xiàn)（個人）,營業(yè)前的準備,Step1:,環(huán)境衛(wèi)生,最少在商場開門前五分鐘完成事前準備工作。 * 保持地板、墻壁、天花板清潔。 * 保持陳列架上產(chǎn)品整潔。 * 陳列貨品及價錢牌齊全，并根據(jù)產(chǎn)品陳列指引，將產(chǎn)品及宣傳品擺放整齊。 * 配備足夠的宣傳單。 * 保證有足夠的產(chǎn)品庫存。 * 儲物柜內(nèi)的物件整齊擺放、柜門關(guān)好。 * 工作桌整齊干凈，配備常用文具及用品。 * 開啟專柜燈光、燈箱。,Create positive first impression 制造良好的第一印象,1. Look good 整潔的外表,頭發(fā) Hair,指甲 Nail,彩妝 Make-up,個人衛(wèi)生 Personal Hygiene,制服 Uniform,鞋 Shoes,配件 Accessories,名片 Name tag,Create positive first impression 制造良好的第一印象,2. Feel great 良好的感覺,積極的自我對話 Power of Positive Self Talk 提高自我價值感 Enhance Self Esteem,良好的感覺 Feel Great,我做得到 I can do it! 不要緊，這是第一次，我會從中吸取教訓(xùn) Never mind, its the first time, Ill learn from it 沒關(guān)系，下次我會以不同的方式來處理 Its ok, Ill do it differently next time,我沒用 I am useless 我很蠢 I am stupid 我做不了這個 I cannot handle this 我不成功，不聰明 I am not as successful, smart 我不行了 I am not ok,良好的感覺 Feel Great,好好照顧自己 Look after myself 聆聽自己的心聲 Listen to myself 負責任/個人責任心 Take charge / self-responsibility 想象成功 Imagine success 慶祝自己的成功 Celebrate my success,Create positive first impression 制造良好的第一印象,3. Project well 良好的展現(xiàn),非言語表達,語調(diào),言語,Non-Verbal Cues (55%),Tones Of Voice (38%),Words (7%),良好的展現(xiàn) Project Well,非語言溝通 Aspects of non-verbal communications,Posture Gesture Facial Expression,Eye Contact,Tone of Voice,Proximity,姿勢,手勢,面部表情,眼神接觸,語調(diào),距離,良好的展現(xiàn) Project Well,姿勢：正直和端正 Posture : straight and upright 手勢：給顧客遞交物品實使用雙手和不交叉雙手 Gesture : does not fold arms 面部表情: 親切和真摯的笑容 Facial Expression : Warm and sincere smile,良好的展現(xiàn) Project Well,眼神接觸：目光呆滯 / 眼睛往別處看 Eye contact : does not look blank or look away 語調(diào): 音量適中, 強調(diào)“要點” Tone of Voice : Audible and Emphasize “Hit words” 距離: 一臂之遠, 身體稍微前傾 Proximity : Arms Length and lean forward slightly,Ways to approach customers 接近顧客的方式,1.道具/彩頁吸引顧客的眼球 2.打招呼并自我介紹 3.新奇的話題/展示引起顧客對產(chǎn)品的好奇。,Step2:,展示服務(wù),10 5 1 GO !,Understand customers needs 了解顧客的需求,以提問的方式 Ask open /close question to understand customers needs 觀察顧客的肢體語言 Observed customers body language,Step3:,29,提供建議/選擇 Offer Suggestion / Alternatives,開放式問題 : 向顧客了解更多資訊 Ask Open Question : Find out more information from the customer 封閉式問題 : 需要具體地回答是或不是之類的問題 Ask Close Question : Specific information of Yes/No answer,你有什么想法嗎？ What ideas do you have? 你有考慮嗎？ Have you consider this ? 你比較喜歡. .或者. . ？ Which one would you prefer or ?,了解顧客-顧客類型,了解顧客-顧客類型,Product features and benefits 產(chǎn)品的特征與好處,解釋產(chǎn)品的特征與好處，形象描繪產(chǎn)品帶來的利益，讓顧客可以產(chǎn)生聯(lián)想，產(chǎn)品如何提升生活素質(zhì)。,Step4:,特征及好處 Features vs. Benefits,特征 - 描述產(chǎn)品或服務(wù)的屬性細節(jié) Features Attributes that describe product or service in detail 產(chǎn)品說明包括大小，重量，顏色等 Product descriptions, including size, weight, color, etc. 產(chǎn)品細節(jié)與規(guī)格 Product details and specifications,好處 - 產(chǎn)品如何為顧客解決問題或滿足需要 Benefits How the product solves a problem for the customer or fulfills a need 產(chǎn)品或服務(wù)將如何解決顧客的問題？ How product or service solve a problem for the customer? 你的服務(wù)將如何滿足顧客的需要？ How will your service fulfill customers need? 你的產(chǎn)品或服務(wù)將如何提高顧客的生活素質(zhì)？ Will your service improve the customers life?,特征及好處 Features vs. Benefits,Copyright 2010 AMES United. All rights reserved.,拒絕處理 Handling Objections,掌握拒絕處理的技巧是一個推銷員邁向成功的必修課 Objections or clarifications are part and parcel of the selling process. 對于客戶的拒絕，一是不要怕，二是想辦法！ 拒絕是成交的開始 Objection means : TELL ME MORE! 客戶拒絕的真正原因是“你還沒有說服我！” The real reason for objection is: “You have not convinced me yet!” They give us an opportunity to really understand the true needs of the clients;,Step5:,Handling Sales Objection 處理銷售異議,Unspoken Objection隱秘性異議,These are objections that the client cannot or does not wish to express. 隱秘性異議指的是顧客無法或沒有體現(xiàn)出來的異議 Sales person cutting down his own talk so that there is genuine communication with the client, with a free exchange of questions and replies. 銷售人員應(yīng)當避免滔滔不絕以便與顧客建立順暢的雙向溝通 The more the client talks, the more she will reveal her reasons for and against the offer. 顧客說話的機會越多，越容易透露拒絕的真正原因,Unspoken Objection 隱秘性異議,Concentrate the conversation on the clients present situation and her problems, not on the product itself. 專注于顧客對自身的問題或狀況闡述，不能僅僅講解產(chǎn)品 It requires only self-discipline and self control so that you avoid talking too much. 只有做好自身的自我控制，才能避免滔滔不絕 Ask the client what she doesnt understand, whether she has some doubts, or whether you have said something with which she does not agree. 詢問顧客是否清晰有關(guān)講解，是否存在疑慮，或者哪些內(nèi)容顧客不贊同 Make it easy for the client to voice her objections. 提供簡易明了的引導(dǎo)讓顧客輕易闡述他的異議,Basic principle to handle objections 處理拒絕的一般原則 Welcome objections with a positive attitude 用積極的態(tài)度來面對拒絕 Listen and clarify 細心聆聽 Understand 表示理解 Clarify the real concerns 確認客戶拒絕的真正原因 Address the objections and clarify your recommendations 根據(jù)客戶的異議提出處理或解決方法,Copyight 2010 AMES United. All rights reserved.,第一步：表示理解 Acknowledge (健康顧問：“非常感謝您所提出的見解/非常抱歉/我能諒解） Example : “ You all like to make promises!” 舉例：“你們那銷售人員經(jīng)常都隨便承諾！” （非常抱歉，不知您過去是否有過不愉快的消費經(jīng)歷）,Copyright 2010 AMES United. All rights reserved.,第二步：確認及把異議轉(zhuǎn)換為問題 Clarify & Turn the objection into QUESTION WHAT “ What specifically have you compared it to?” “您具體想對比的是哪些方面呢？” HOW “ How specifically did you do your comparative evaluation?” “您是如何對比其他品牌進行對比的呢？”,Copyright 2010 AMES United. All rights reserved.,第二步：確認及把異議轉(zhuǎn)換為問題 Clarify & Turn the objection into QUESTION WHEN “When specifically did you obtain your pricing?” “您是具體什么時候得悉此價格？” WHY “ Why specifically do you feel that it is too expensive?” “請問具體從哪方面讓您覺得貴呢？”,Prove 證實 Show feature and benefits, use 3rd party information 演示功能帶來的利益，充分善用第三者故事 Check檢查 (attempt to close) “How does it sound so far?” “你看如何呢？”,Step6:,Closing Techniques 成交技巧（促成）,動作演示法,顧客大概決定購買，示范也講的差不了，至于促成不可以直接問，應(yīng)當采取顧客購買的行為: 1、先生小姐我拿一個新枕頭給您試試看感覺。 2、先生小姐，剛好貨不多您可以試好的產(chǎn)品放在我們店里，等逛好了直接來提就好OK了。,第三者的故事,引用第三者的故事 ，舉一些可以有說服力和代表性顧客用后的實例。 1、先生小姐，我們商場上面的辦公樓上的辦公族都買了很多個 2、XX學(xué)校的還團購XX給那些教師們用。 3、拿相關(guān)顧客銷售憑單給顧客看，先生小姐，有這么多顧客支持我們，如果不好會有這么多顧客買嗎？,單刀直入法（直接促成法）,采取假設(shè)顧客決定購買，用自然的態(tài)度一邊詢問一邊在銷售單上寫下資料： 1、先生小姐，現(xiàn)金還是刷卡？ 2、先生小姐，保修卡上是寫您的名字嗎？,限期限量法（有限度的供應(yīng)）,賣機會法，促銷活動之期限，價格、贈品、等都是最優(yōu)惠時期。 1、先生小姐，這次活動是我們周年慶只有限量的XX個？過完這個時期就沒有了。 2、先生小姐，您看這次活動送出的禮品也是非常值得，只有今年周年慶才送出的，以前從沒有過的。 3、連鎖店，價錢統(tǒng)一,二者選一法,二者選一法的技巧，只要準顧客選中一個，幫顧客做決定 1、先生小姐，贈品要今天帶走還是等送貨時一起