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竞争制胜的销售策略

通过影响客户的决策过程来赢得业务

By Michael Leimbach, PhD, Nancy Frevert

为什么一笔快到手的交易最后还是失手了?你的销售代表拥有强大的人际网络,提出的解决方案也满足了客户的需求,而且就在上次和客户开会时,对方还表现出强烈的购买意向。然而你们却接到了一个“噩耗”:“谢谢你们提供的方案,但我们已决定与另一家合作了。” 那么,究竟发生了什么情况?这样的丢单可以避免吗?

我们通过对数以千计的销售输-赢回顾分析,及与销售人员和销售经理的交谈发现,在许多情况下,销售人员并没有充分了解客户的决策过程,不清楚谁会影响最终的决定,以及这些有影响力的人对你的销售代表的看法。

为你的销售人员配备相应的技能,可以确保这类情况永远不会再发生在你的团队身上。三个有助于成功销售的重要因素是:对客户的决策流程获得尽可能多的了解,明确哪些人会参与决策过程,及他们各自的影响力程度。

在 B2B 领域,购买的决策过程已变得越加复杂。会有多个部门和多名人员参与购买流程,在一个人说“行”的时候,往往会有许多人说“不行”。通常,一个复杂的决策和/或对一个投资巨大的决策会经历一个漫长的决策过程,一路上步骤众多要跨越无数个障碍。最后,还要过采购的关。

若要了解和预测客户的决策过程并识别参与的人员,就意味着与一系列人员建立长期的关系,这些人能够提供信息和关键问题的答案。这种做法的好处在于,它能够为制定有效的竞争策略奠定信息基础。

Multiple departments and multiple people are often involved, and frequently one person can say 'yes,' but many people can say 'no.'

Michael Leimbach, PhD

Michael Leimbach, PhD, is a globally recognized expert in instructional design and leadership development. As Vice President of Global Research and Development for Wilson Learning Worldwide Inc., he has worked with numerous Global 1000 organizations in Australia, England, Germany, Japan, South Korea, Taiwan, and throughout the United States. Over more than 30 years, Dr. Leimbach had developed Wilson Learning’s diagnostic, learning, and performance improvement capabilities, published over 100 professional articles, coauthored four books, been Editor-in-Chief for the highly acclaimed ADHR research journal, and is a frequent speaker at national and global conferences. He also serves on the ISO Technical Committee (TC232) on Quality Standards for Learning Service Providers and on the University of Minnesota College of Education and Human Development Dean’s Advisory Board.

Nancy Frevert

Nancy Frevert, Masters International Management, is the Director of Solution Development for Wilson Learning Worldwide Inc. For over 15 years, Ms. Frevert has provided leadership for solution creation of both client programs and Wilson Learning brand offerings. She has managed and contributed to a wide variety of global client development initiatives. She leads the development efforts in sales, leadership, and individual effectiveness offerings at Wilson Learning. Ms. Frevert has been critical to the development of Wilson Learning’s approach to learning transfer.