最新资源发布
首页 > 最新资源发布 >

销售人员如何成为客户购买过程的辅导者

Buying today is complex, and customers need more than a solution — they need a coach.
如今,采购成为一件复杂的事情,客户需要的不仅仅是一个解决方案——他们更需要一个辅导者。
 
Customers need someone who can help them surface their underlying challenges, build confidence in the relationship, and understand implementation. These are the required skills of a sales professional who can understand the customer’s perspective in what has become an increasingly taxing and emotional process.
客户需要的,是帮他们挖掘潜在挑战、值得信任,并且能够完成计划实施的人。随着销售挑战日益严峻,正确理解客户的观点,是销售人员必须具备的技能。
 
In 2020, It is not difficult to see why committing to a major purchase surfaces more anxiety than ever before, a mistake on the part of the buyer can stall or even end a career. Therefore, it is the sales professional’s job to coach the buyer through the uncertainty that quietly threatens the sale at every stage.
今年,大宗采购比以外任何时候都让人焦虑。客户犯的任何一个错误,都可能会拖慢销售进度,甚至让销售人员的被迫丢单。因此,销售人员的工作就是排除那些威胁销售过程的潜在不确定因素,并辅导客户完成采购的每个阶段。

 
This challenge within selling is new to many. While the buyer’s uncertainty has always been a factor, it now commands an outsized influence on the sale. Working in this environment means doing more than merely refocusing the stakeholders on the value of the product or service. Instead, sales professionals need to help the customer anticipate the questions that matter in the decision process. It even means helping them identify potential risks. This approach seems counterintuitive. Citing risks seems like it could undercut the value of the solution. In truth, openly discussing potential problems builds the sales professional’s credibility.
对于很多人来说这是一种新的挑战。尽管客户的不确定性一直是影响销售的一个因素,但现在,它对购买产生的影响是变得更加明显。在这样的环境中工作,让利益相关者重新关注产品或服务的价值已经不够了,销售人员要做的是帮助客户寻找那些影响决策过程的重大问题,也就是帮助客户识别潜在的风险。这一方法听上去好像和销售人员过去的认知背道而驰,毕竟关注风险可能会削弱解决方案的价值。但事实上,开诚布公地讨论潜在问题可以帮助建立销售人员的可信度。
 
Here we look at the three ways sales professionals can more fully adopt the role of a coach during the sales process. Those who make these skills part of their approach will be positioned to excel where so many other sales professionals falter. They will be equipped to address the wide range of underlying concerns that impede the sale.
下面我们来看看销售人员在销售过程中充分发挥辅导作用的三种方法。当其他销售人员的工作停滞不前时,那些可以把这些关键技能应用在工作中的销售人员往往能脱颖而出——他们能够最大限度地解决那些影响销售过程的潜在因素。
 
Address the Full Scope of the Challenge
全面应对挑战
 
To get comfortable with the game, buyers need to understand the playing field. Here, the sales professional can adopt the role of a coach by helping the buyer understand the scale of the buying process. Doing so means developing the customer’s comfort with each stage of the sale.
要想适应市场的游戏规则,客户首先需要了解“游戏”环境。在这里,销售人员可以作为辅导者的角色,帮助买方了解采购过程。这么做需要在销售的每个阶段都要培养客户的舒适度。
 
Throughout these stages the customer will need to gain resource commitment within their organization, maintain focus, and continually clarify their core needs. Simultaneously, the sales professional will also need to demonstrate command of their organization’s resources. They will need to reassure the customer by articulating their previous experience in delivering the solution to others. This approach, however, should not be confused with merely promoting previous successes. Instead, the sales professional must encourage the buyer to picture the result that features the customer as the champion of meaningful change. The sales professional is simply the coach who helps them reach that end.
在这些阶段中,客户需要在组织内获取资源、保持关注度,并不断阐明自己的核心需求。同时,销售人员也需要展示自己对组织资源的掌控能力,他们需要呈现出自己过去的项目经验,让客户放心。不过销售人员这么做不是为了重申自己过去的成功,而是鼓励客户描绘出自己理想的结果,让客户作为主角并带来的有意义的改变,销售人员只是帮助他们实现这一目标的辅导者。

 
For many buyers, the most daunting aspect of the process is its length and the obscurity of the path ahead. Sales professionals can ease this burden by building in check points throughout the process so that the customer does not feel locked to a full commitment all at once. This approach also helps customers gain comfort early with the aspects of the process that will occur in the later stages of the sale. The key to making this approach work is to co-create a collaboration plan that requires incremental commitment.
对很多客户而言,最让人疲惫的东西就是销售过程的漫长和不确定性。销售人员可以通过在整个过程中建立多个里程碑来帮客户减轻这种负担,这样客户就不会觉得被承诺所束缚。同时,这一方法还可以帮助客户尽早在销售后期对过程的各个方面获得舒适感。而要让这个办法发挥作用,关键是与客户共同创建一个不断强化承诺的协作计划。
 
This gradual style is especially critical in today’s COVID-19 setting because uncertainty and, more importantly, pessimism is running high. A PwC survey of 1,581 CEOs across 83 territories revealed “a record level of pessimism regarding the global economic outlook in and after 2020.” As pessimism rises during the sales process, sales professionals should also consider including a member from the executive team, or a subject matter expert, when and where they are needed to provide reassurance.
在如今新冠疫情的影响下,不确定性越来越强,人们的悲观情绪逐渐高涨,在这样的环境中,这种逐渐推进的模式尤其关键。普华永道(PwC)对全球83个地区的1581位首席执行官进行的调查显示,“人们对2020及未来几年全球经济前景的悲观情绪达到了创纪录的水平”。随着销售过程中悲观情绪的上升,为了保障项目的顺利推进,销售人员还要考虑在恰当的时机邀请公司的高管团队成员或相关专家一同参与到项目中来。
 
Right-size expectations
调整预期
 
Effective coaching means helping others reach their maximum potential. Doing so, however, is a more nuanced challenge than most realize. The reason: everyone has different potential and different strengths. This idea is also true in selling. Sales professionals need to understand what is within the realm of possibility when exploring a solution for a customer. They must remember that outcomes must be discussed within the context of the customer’s capabilities. Simply put, the sales professional needs to know what they can do for the customer and what they cannot.
有效的辅导意味着帮助他人发挥最大的潜力。很多人都能意识到这一点,但其中隐藏着一个微妙的挑战——每个人都有不同的潜力和优势。这一观念对于销售来说也非常适用。销售人员在为客户研究解决方案时,需要了解解决方案可实现的范围。必须记住,项目产出必须以客户能力为背景来讨论。简单地说,销售人员需要知道自己能为客户做什么、不能做什么。

 
The solution to this challenge is to right-size the customer’s expectations and help them develop a focus on the long term. This approach, while effective, presents significant challenges. An analysis from The University of Western Ontario shows that “roughly 80 percent of managers admit that they would willingly sacrifice long-term performance to smooth earnings or meet a short- term earnings target.” That is, financial goals often prioritize for the short term, forcing leaders to defer consequences. Despite this pervasive problem, many leaders are in fact aware that a long-term approach is smarter. Research published in the Harvard Business Review shows that 86% of surveyed board members and C-suite executives believe that “using a longer time horizon to make business decisions would positively affect corporate performance in a number of ways, including strengthening financial returns and increasing innovation.”
解决这一挑战的方法是调整客户的期望,并帮助他们对此建立长期的关注。这种方法虽然有效,但也带来了重大挑战。韦仕敦大学(University of Western Ontario)的一项分析显示,“大约80%的经理人承认,他们愿意牺牲长期业绩来平稳盈利或实现短期盈利目标”,也就是说,财务目标往往优先考虑短期目标,并迫使管理者顺从这一结果。尽管这个问题普遍存在,但事实上许多领导者都意识到长期举措才是更明智的选择。发表在《哈佛商业评论》(Harvard Business Review)上的研究显示,在接受调查的董事会成员和高管中,有86%的人认为,“用长远的眼光进行商业决策会在很多方面对公司业绩产生积极影响,包括提高财务收益和增加创新。”
 
Coaching is a long-term endeavor. It occurs over many interactions, striving to develop skills incrementally. The same is true of sales professionals helping customers adopt a solution. The stakeholders must understand that realizing the full benefits of a solution will often take time. Illustrating this point to the customer is important not only because it manages expectations, but it also draws attention to the importance of orchestrating the necessary resources on the customer’s side. If the customer is to realize the long-term value of the product or service, they must be prepared to allocate the right resources to the implementation of the solution. These resources extend beyond financial means. The customer must also ensure that they are prepared to commit the time and people to implementation. The key is for sales professionals to remain transparent without over-promising.
辅导是一项长期的工作,它可以出现在许多互动场景之中,循序渐进地提升关键技能。销售人员帮助客户实施解决方案也是如此。客户的决策者们必须理解,实现解决方案的所有优势都是需要时间的。向客户阐明这一点非常重要,不仅因为它决定了客户的期望,而且还会帮助客户关注从自己的角度去协调所需资源的重要性。如果客户想要实现产品或服务的长期价值,他们必须准备好为解决方案的实现分配正确的资源。这些资源不仅涉及财务,还必须确保有足够的时间和合适的人员来实施。过程中销售人员最重要的是保持透明度,尤其是不要过度承诺。
 
Make Open Communication a Priority
将开放的沟通放在首位
 
Coaching requires honesty. The coach must have the ability to communicate with clarity and openness. Occasionally, this directness is in opposition to the tenor of a sales conversation because the sales professional, understandably, does not want to say anything that would risk the sale. Here, it is important to remember that if an honest dialogue is a real threat to the sale, then the sale was likely never a possibility in the first place.
辅导需要开诚布公,辅导者需要有清晰和开放的沟通能力。有时候这种直接与我们常规的销售谈话方式不同,因为销售人员不愿意说任何可能危及销售的话,这也是可以理解的。但是要记住,如果开诚布公的对话对销售真的造成了威胁,那么这单业务很有可能就不应该开始。

 
Open communication is necessary because positioning a solution requires understanding the customer’s pain points, and revealing such details is humbling. The sales professional must help the customer develop comfort with discussing problems. They must help the customer open up by building trust and demonstrating that they can offer help. The sales professional must remember the concept of psychological safety, which is the ability to fluidly exchange ideas without fear of embarrassment. The value of this idea is evident in a body of research from Google titled Project Aristotle, an initiative to study hundreds of teams within the company. Google wanted to know why some fail while others succeed. After three years of research, they learned that certain norms predict success. One such norm was psychological safety. When a customer feels this kind of safety, they are more likely to volunteer important information and be upfront in their discussion of challenges.
开放的沟通是必要的,因为定位解决方案需要了解客户的痛点,但我们往往不好意思揭示这些细节。销售人员必须帮助客户在讨论问题时养成良好的习惯。他们需要与客户建立信任,并且证明自己有能够帮助到他们的能力,从而帮助客户敞开心扉。销售人员必须了解“心理安全”的概念,这是一种流畅地交换想法而不怕尴尬的能力。谷歌的“亚里士多德项目”(Project Aristotle)调查了企业内部数百个团队,在一系列研究中,这一理念的价值得到了体现。谷歌想知道为什么有些团队失败了而有些却能成功,经过三年的调查,他们发现一些特定的规范能够预示成功,其中之一就是“心理安全”。当客户感到安全时,他们更有可能主动提供重要信息,并坦率地讨论自己面临的挑战。
 
Too often, selling is seen as adversarial; one is trying to compel another to buy. This approach is short-sighted. Instead, sales professionals should make collaboration the priority. Rather than emphasize the value of the solution, they should cultivate a setting in which the customer feels they can divulge fears and frustrations that will ultimately allow the sales professional to position the solution more effectively. The best coaches are often modest, unassuming people who rarely cite their own success.
很多时候,销售被视为一个敌对的过程,就像是一个人试图强迫另一个人买东西。当然,这种做法是狭隘的,销售人员应该把合作放在首位。与强调解决方案的价值相比,销售人员更应该营造一种情境,让客户觉得自己可以展露恐惧和挫折,帮助销售人员更有效地定位解决方案。优秀的辅导者们往往都是谦逊、不装腔作势的人,他们很少强调自己的成功。

 
Not all sales follow a straight line. In fact, today most are characterized by a constantly shifting direction. Seeing the process through to the end requires resilience, agility, and adaptability. A coach is the person who helps guide the customer through those turns to reach a mutually beneficial outcome.
并非所有的销售过程都是一条直线。事实上,如今大多数销售都呈现不断变化的特点。见证一个由始至终的销售过程需要弹性、敏捷性和适应性,辅导者就是要引导客户经历这些转折最终实现双赢结果。
 
The most effective sales professional focuses less on the solution and more on the customer. They acknowledge the stress and uncertainty the customer faces. They help the customer gain comfort with the scale of the challenges inherent to the buying process. As a coach, the sales professional focuses on outcomes that account for the customer’s unique capabilities while discussing long-term goals with candor. Simply put, coaching is about helping another succeed.
最优秀的销售人员更关注客户,而不是解决方案。他们了解客户面临的压力和不确定性,面对购买过程中固有的挑战,并帮助客户收获舒适感。作为辅导者,销售人员在坦率地讨论长期目标的同时,重点关注符合客户特有能力的结果。简单地说,辅导就是帮助他人成功。
 

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.