最新资源发布
首页 > 最新资源发布 >

高管简报丨新经济环境下的业务拓展

业务拓展一直是一个耗时费力的过程。在当今的经济环境中,它已然成为一项关键而艰巨的任务。
 
Prospecting has always been a labor-intensive process. However, in the economic setting of today, it has become a high stakes endeavor. 
 
之所以这么说,是因为销售商机比以往任何时候都更难把握。当前的经济政策不确定性指数(EPU Index)已经达到了20多年以来的最高点,比之前的历史最高点还要高出75%。在这种经济环境下,销售人员更应该在业务拓展这件事情上多钻研。
 
The reason: sales opportunities are more tenuous than they have ever been. Consider the Economic Uncertainty Index, which is at its highest point since measurement began more than 20 years ago. In fact, the index is 75% higher now than its previous all-time high. In this environment, prospecting must become a precision instrument.
 
根据德勤的研究,在经济衰退之后,企业平均需要“两年以上的时间才能达到投资水平的峰值”,因此,销售人员需要采取一种更加精辟的方法来进行业务拓展。此外,德勤的研究还表明,现如今距离经济复苏还需要更长的时间。根据2007到2009年全球金融危机的经验,商业投资需要四年多的时间才能恢复到之前的峰值。
 
Sales professionals need an incisive approach because, on average, businesses require “more than two years to reach the pre-peak level of investment” after an economic downturn, according to research from Deloitte. Moreover, the same body of research shows that the most recent economic recoveries required even longer periods to take shape. Following the 2007-2009 global financial crisis, business investment needed more than four years to reclaim its previous peak.
 

 
这些数据表明,当市场前景变得越来越模糊,客户越来越不自信的时候,更有效的业务拓展就变得极为重要,这一现象被经济学家本·伯南克称为“坏消息原理”。在上次金融危机期间担任美联储主席的伯南克解释说,由于企业管理者预测市场情况将持续发生变化,所以各种商业投资也在这种高度的不确定性中放缓。
 
This data illustrates the need for more effective prospecting during a time when customers are less confident as the horizon becomes more obscure, a phenomenon economist Ben Bernanke called the “bad news principle.” Bernanke, who served as the Chair of the Federal Reserve during the last financial crisis, explained that business investment slows amid high uncertainty because leaders are under the 
 
因此,如今的业务拓展与过去的做法不尽相同。在业务拓展中传递的信息要让客户的决策者们在这个不断变化的环境下,仍然能引起足够的共鸣。客户需要有意义的对话,以增强对销售人员和解决方案的长久信心。在这里,我们提供三种方法,帮助你以更吸引人的方式与客户建立强有力的联系。
 
Therefore, prospecting today means something different than it did in the past. It means delivering messaging so resonant that it can stand up to the intensified rate of change decision makers experience today. Customers need meaningful conversations that develop their long-term sense of confidence in the sales professional and the solution. Here, we offer three ways to connect with customers in a more compelling way.
 

 
 No.1: 
提出有助于解决客户如今所面临挑战的价值主张
DELIVER A VALUE STATEMENT ADDRESSING THE CHALLENGES OF TODAY
 
许多企业被迫大幅改变其业务模式以适应新的商业要求。客户需要投入大量的精力来应对这些变化。因此,销售人员需要清晰并简洁地阐明解决方案与客户的相关性。这种方法指的就是向客户提出价值主张,通过简明的信息来阐述问题、行动计划和解决方案的价值。
 
Many businesses have been forced to dramatically change their models and adapt to new restrictions on commerce. These changes demand more of the customer’s focus. Therefore, sales professionals need to articulate their relevancy with clarity and brevity. This approach means developing a value statement, a concise message that articulates the issue, action, and value underpinning the solution.
 
在描述当前问题时,一些销售人员可能会选择避免谈论与客户组织相关的令人不快的话题。然而,对问题的避而不谈会显得缺乏敏锐的洞察力。宾夕法尼亚大学的社会科学研究表明,对敏感问题的回避“可能会造成经济上的损失”
 
When describing the issue at hand some sales professionals may choose to avoid the uncomfortable topics that concern organizations today. However, leaving these issues unaddressed can appear insensitive. Moreover, an aversion to sensitive questions “can be economically costly,” according to social science research from The University of Pennsylvania.
 
重要的是要记住,每个组织受到的影响是不尽相同的。因此,销售人员必须了解潜在客户的组织如何受到影响以及你的产品或解决方案如何传递价值。如果可能的话,销售人员应尽可能将其价值与客户最紧迫的业务挑战联系起来,例如业务的持续性,领导效能和员工关系。帮助客户看到解决方案所提供的能力与他们的需求之间的联系,从以下三个方面来构建价值主张:
 
It is important to remember that every organization is being affected differently; therefore, sales professionals must understand how the prospect’s organization is being impacted and how the product or solution can deliver value. If possible, sales professionals should link their value to today’s most pressing challenges, such as business continuity, leadership capabilities, and employee relations. Helping distracted customers see the link between the solution’s capabilities and their needs means crafting a value statement in three parts: 
 
 
■ 首先,销售人员要证明他们了解什么对客户很重要。这么做的目的在于阐明潜在客户所面临挑战之间的细微差别。这是一项非常微妙的任务,因为在早期的对话中,销售人员往往还没有机会通过一系列的问题来获得客户业务挑战的具体信息。因此,销售人员必须勤于研究,确保能够准确地定位客户的业务问题领域。请记住,客户的时间和精力有限,销售人员所使用的的措辞需要简洁明了。将措辞进行精简需要进行多次修订,因此,你需要尽早安排足够的时间来做这件事情。
 
First, the sales professional should demonstrate that they understand what is important to the customer. Doing so means articulating the nuance of the challenges the prospect faces. This is a delicate task because often, in these early conversations, the sales professional has not had a chance to ask the questions that reveal detailed challenges. Therefore, the sales professional must be diligent in their research and ensure they accurately pinpoint top-of-mind challenges. Remember: the customer’s time and attention are limited, so keep the message concise. Cutting the wording down to size requires multiple revisions, so it is important to allocate plenty of time early in the process to get the phrasing right.
 
■ 其次,销售人员在解释解决方案的能力将如何与客户的业务问题之间建立联系时,需要展现该方案的特殊性,以便让客户看到此次合作能够为自己带来的便利。现今的客户需要的不仅仅是一个解决方案,而是一个高效的解决方案。如果在讨论中将解决方案的实施内容囊括进来,销售人员就不仅仅只是在展示一个产品,而是将自己定位成一个业务合作伙伴的角色并积极关注双方的合作过程。今后,随着客户发现新的需求和更多的增长机会,这种良好的合作伙伴关系会为你带来更多商机,提升销售业绩。
 
Second, the sales professional must demonstrate the ease of doing business together by offering specificity when explaining how the capabilities connect with the customer’s business. Today’s businesses need more than a solution that works; they need one that works fast. Therefore, including implementation in the discussion demonstrates that the sales professional represents more than a product. It demonstrates that the sales professional represents a partnership and a process. Additionally, a partnership approach offers opportunities to increase the sale in the future as the customer discovers new needs and more opportunities for growth.
 
■ 第三,潜在客户需要了解该解决方案将会产出的具体成果。销售人员需要经常问自己“那又怎样?”,对这个问题恰如其分的回应将有助于支持解决方案的价值和赢得与客户组织会面的机会。虽然该解决方案可能会带来多个成果,但请始终集中在那些会引起客户共鸣的事项上。若要了解什么指标最重要,就重新研究潜在的问题并问自己:“在解决方案所带来的结果里,哪一项才是与客户挑战最直接相关的?” 另外,还要考虑客户到目前为止使用的相关词语,围绕“收入”的担忧与解决方案的投资回报率相关,相反,对“实施”的担忧与解决方案的可扩展性有关。
 
Third, prospects need to understand the specific outcomes the solution will deliver. The sales professional must answer the question “So what?”. Answering this question underpins the value of the solution and helps earn an appointment. While the solution might boast numerous outcomes, keep the list focused on those that will resonate with the customer. To understand what metrics matter, revisit the underlying problem and ask yourself, “Which outcome of the solution offered connects most directly to the challenge?” Also, consider the words the customer has used up to this point. Concerns surrounding “revenue” connect with the solution’s ROI. Conversely, concerns about “implementation” connect with the solution’s scalability.

NO.2
通过以客户为中心来获得面谈的机会
GAIN THE APPOINTMENT WITH A CUSTOMER-CENTRIC FOCUS
 
在合同经济环境下,客户的决策者被迫以更少的钱做更多的事情,这让销售人员预约客户面谈变得更加困难。随着越来越多的销售人员不得不使用远程沟通的方式与客户进行会谈,这一挑战变得更加严峻。不过幸运的是,虚拟平台(编者注:视频会议等平台)确实拥有一些独特的优势,销售人员可以利用这些优势来获得与客户面谈的机会。
Gaining a customer appointment has become more difficult as decision makers are increasingly forced to do more with less in a contracting economic environment. This challenge has intensified as more sales professionals seek ways to leverage the virtual format amid social distancing measures. Fortunately, the virtual medium offers some unique benefits that sales professionals can use to gain the appointment.
 
例如,销售人员可以为潜在客户录制个性化的视频,并用针对性的信息来吸引他们的注意力,或者通过分享视频,来激发客户的需求。将这些视频嵌入到电子邮件中也是有效的。此外,也可以通过自动群发邮件的方式,定期与客户分享有领导性的市场活动动态,可以使销售人员与客户保持联络,同时利用日历等应用软件让客户可以轻松安排时间与销售人员进行对话。所有这些方法的共同特点是围绕以客户为中心展开,“以客户为中心”需要做三件事:
For example, they can record a personalized video for prospects with a strong message to grab their attention or share a video that might speak to their current needs. Embedding these videos into emails can be effective. Additionally, drip campaigns that share periodic thought leadership via automatic emails can keep sales professionals in touch, and the use of calendar applications make it easy for customers to schedule a time to talk. The unifying characteristic of all these approaches is that they put the customer at the center of every interaction. Developing customer-centricity requires three practices: 
 
首先,销售人员应确保所有沟通都考虑到客户的观点。《内部商务通讯杂志》发表了经验性结论,这些结论支持“正向强调以及你方态度两个概念”。 该研究调查了参与者如何看待不同形式的书面交流。研究人员通过信息语调、对信息的遵从度和满意度三方面来研究读者的反应。在书面文件中,当读者的利益被放在首位时,人们会更容易接受这些信息。交流见解而不劳烦客户去推断其含义是“你方态度”的特点。“你方态度”还有向客户传递清晰信息,使用通俗易懂的语言以及表达对读者的感同身受而不是论断等特点。
First, sales professionals should ensure all communication considers the customer’s perspective. The Internal Journal of Business Communication published empirical findings that support the “concepts of positive emphasis and you- attitude.” The study examined how participants perceived various styles of written communication. The researchers examined the readers’ responses via message tone, commitment to comply with the message, and satisfaction. People were more receptive when the communication placed the reader’s interests foremost in the writing. The “you-attitude” is characterized by communicating insights without expecting the customer to infer their meaning. Other characteristics of the “you- attitude” include a specific purposeful messaging, the use of plain language, and an anticipation, but not presumption, of how the reader will feel.
 
其次,销售人员还必须通过了解“情感启发法”来考虑客户的情绪和心态。“情感启发法”告诉我们人们会根据自己的心情进行快速评估,《行为决策杂志》发表的研究对这一行为的解释是:“人们依靠感情来做出判断”。将这一概念付诸实践意味着选择那些可以鼓励客户发展积极的“直觉”的词语。销售人员应该围绕积极态度来传达他们的信息,这样客户才可能对销售人员和他们提供的解决方案产生积极的印象,而不是考虑风险。
Second, sales professionals must also consider the customer’s mood and frame of mind by understanding the “affect heuristic,” which tells us that people make quick assessments based on their mood. Researcher published in The Journal of Behavioral Decision Making explains that “people rely on affect when judging.” Putting this concept to work means choosing words that will encourage the customer to develop a positive “gut feeling.” Sales professionals should craft their message around positivity so that the customer will identify them and their capabilities as beneficial, rather than risky. 
 
 
第三,销售人员要利用与客户业务直接相关的事宜来赢得客户的关注。这样做意味着建立一个“铰链”,这个“铰链”可以是与客户的联结点、引荐人的名字、一篇文章,或你在客户网站上看到的内容或触发事件(例如,合并或收购)等等。 如果这些示例都不适用,那么销售人员可以通过描述当前相关的行业问题来与客户建立联结。
Third, sales professionals must earn the customer’s attention with a specific issue directly related to the stakeholder’s business. Doing so means forming a “hinge.” A hinge can be a point of connection, a name of a referral, an article, something you saw on the customer’s website, or a trigger event (e.g., a merger or acquisition). If none of these examples apply, a sales professional can form a hinge by articulating a current and relevant industry issue.
 
 

 
NO3.
接触客户的高层决策者
UPTIER TO ACCESS SENIOR-LEVEL DECISION MAKERS
 
销售人员通常需要通过在客户内部现有的联络人来拓展客户的高层决策者,无论是部门内还是跨部门拓展。同时,销售人员还必须保持与当前联系人的关系,目的在于获得所有人的支持。由于高级决策者在开支上更为谨慎并趋于规避风险,因此销售所面临的困境在于现在比以往更难接触到决策者,所以,许多销售人员会需要通过网络手段寻求转介绍。在这方面,LinkedIn领英就是一个非常有用的工具,销售人员可以确定是否有老客户与潜在客户组织中的任何人建立了联系,如果有,那么老客户可能会愿意向潜在客户推荐销售人员。
Sales professionals often need to uptier by moving from a current contact to a more senior-level contact, either within or outside of the contact’s department. At the same time, the sales professional must preserve the relationship with the current contact. The goal is to coalesce support. This difficult aspect of selling has become an even more imposing hurdle as senior-level decision makers are less accessible as they seek ways to preserve revenue and mitigate new risks. Therefore, many sales professionals will need to ask for referrals online. Here, LinkedIn is an especially useful tool. Sales professionals can determine if any of their previous customers are connected to anyone in the prospect’s organization. If so, the previous customer may be willing
to introduce the sales professional to the prospect virtually.
 
如今,向高层销售至关重要,因为在充满挑战的经济环境中,购买的决策通常会合并和升级。 就是说,在一个更加艰难的商业环境中,企业中有权决定支出的人更少了,而这个缩小后的决策团队会通常由更高级别的人组成。 虽然接触决策团队的难度不小,但这为销售人员创造了一个机会。通过向高层销售,销售人员可以更全面地了解了客户的业务优先级。接触更多的高层决策者还会帮助销售人员在行业内树立信誉。
Uptiering is critical today because, in a challenging economy, purchasing decisions often consolidate and move up. That is, in a tougher business setting, fewer people have the authority to spend, and this smaller sphere often consists of people higher up on the ladder. While accessing this group may seem like a burden, it’s an opportunity. Uptiering offers a broad perspective on the customer’s business priorities. Reaching more senior-level stakeholders also means sales professionals can build credibility with an authoritative group. 
 
销售人员必须记住,在客户组织中获得决策层的支持完全是自己的工作。就算一个客户对你有极大的兴趣,但这并不意味着受到了广泛的支持,一个接受你建议的客户,也只代表了团队中的一种意见。最终,销售人员仍然需要向决策团队证明其解决方案的价值。为了应对这一挑战,销售人员应该做三件事:
Sales professionals must remember that the job of coalescing support is entirely their own. A customer’s enthusiasm doesn’t indicate broad support. A receptive customer only represents one piece of a team. Ultimately, the sales professional will need to persuade the buying team on the value of the solution. To confront this challenge, sales professionals should do three things:
 
首先,销售人员需要靠为客户提供洞察来先发制人(编者注:即针对客户所在的行业与组织内可能存在的业务问题提供准确的、有价值的分析与见解)。 这种方法不仅在与最初联系人打交道时很重要,而且在与更高级别的利益相关者对话时更重要。 如今,销售人员可以通过销售和营销自动化工具以及CRM系统获得大量信息。 关于客户公司特定的信息能够与客户产生共鸣。独特并具有相关性的想法很少见,哪怕只有一个,也能让销售人员脱颖而出。
First, sales professionals should preempt resistance with insights. This approach is important not only when working with the initial contact, but also when talking to a higher-level stakeholder. Sales professionals today have a wealth of information via sales and marketing automation tools and CRM systems. This company-specific information can be used to build ideas that resonate with the customer. Original, relevant ideas are rare; having one distinguishes a sales professional from the rest. 
 
其次,销售人员应说明其解决方案能够如何帮助利益相关者增加收入,且降低成本或管理风险,来展示解决方案的优势。发表在《人格与社会心理学学会》上的一项研究表明“人们之所以渴望权力并不是想要控制他人,而是想要成为自己领域的主导者,从而掌控自己的命运”。也就是说,许多人是出于对成为自己领域的领导者的渴望而寻求更高的职位。对于销售人员而言,这一研究结论强调了阐明解决方案如何为决策者提供更多帮助的重要性。
Second, sales professionals should present the benefits of the solution by illustrating how it will put more control in the stakeholders’ hands in their drive to increase revenue, reduce costs, or manage risks. Consider a study published in The Society for Personality and Social Psychology, in which researchers found “evidence that people desire power not to be a master over others, but to be master of their own domain, to control their own fate.” That is, many people pursue leadership positions out of a desire for autonomy. For sales professionals, this finding underscores the importance of articulating how the solution will give the decision maker more agency.
 
 
第三,销售人员应建立自己的转介绍网络,这是产生新业务的有力方法。通常有效的做法是,以先前成功的合作为背景,要求当前联系人推荐另一个联系人。如果你为客户做了一些事情,客户将更有可能为你提供帮助。而且,先前的成功不需要特别大,研究表明,即使是小小的成功合作也可以得到客户的大力帮助作为回报。这一观点是对前面所述的“铰链”的另一个完美示例。
Third, sales professionals should build a network of referrals, which is a powerful way to generate new business. When asking a current contact for a referral to another contact, it is often effective to leverage a previous success. Customers will be more likely to help you if you have done something for them. Moreover, the previous success does not need to be particularly large. In fact, research shows that even a small win can beget a larger favor in return. This reference to an earlier event is another perfect example of a “hinge” explained above.
 
 
当今的情况需要更睿智的业务拓展,前所未有的经济不确定性使许多客户对市场形势持观望态度,在做决策时更加犹豫不决。因此,销售人员需要对业务拓展赋予新的对话方式,包括简化沟通、聚焦以客户为中心、制定向客户高层的销售计划。
The circumstances of today demand smarter prospecting because unprecedented economic uncertainty has left many customers more hesitant to commit to a decision as new information continues to change the picture. Therefore, effective sales professionals need to contextualize their outreach messaging in this new setting by simplifying the communication, delivering customer-centric messaging, and formulating a plan for uptiering to senior-level decision makers.
 
即使在现今挑战的环境中,销售人员通过积极构建与客户的对话过程,仍可为解决方案的长期价值打下坚实基础。
The result is a conversation that underpins the long-term value of the solution even within a setting characterized by constant change.
 
 
 



销售培训
SOLUTION SELLINGO解决方案销售项目
解决方案信息
evidence-based Solution selling 循证解决方案销售
销售管理与辅导
销售演示技巧
销售科技
市场人员与产品市场人员
销售人员与销售经理
战略客户销售经理
销售咨询
销售流程设计
销售胜任力评估
销售和市场协同
CRM系统优化
销售机会辅导
关于我们
博客
RSP团队
全球招聘
合作伙伴
资源
2018 Sales Performance International, Inc.