重点摘要
1. 掌握销售谈判:为团队赢得胜利的艺术
销售谈判的目的是为团队赢得胜利,同时尽量减少怨恨;在销售中,关系至关重要。
胜利至关重要。 销售谈判不是为了创造“双赢”结果,而是为了在保持长期关系的同时,为公司争取*佳交易。这需要在果断和同理心之间找到微妙的平衡。有效的谈判者关注:
- 保护利润和佣金
- 为客户提供价值
- 维护积极的利益相关者关系
怨恨是有害的。 避免使用会引起苦涩或蔑视的谈判策略,因为这些情绪会毒害未来的互动并侵蚀客户的终身价值。相反,努力达成满足双方核心需求和动机的结果。
2. 先赢后谈:时机至关重要
谈判在销售过程结束后开始,并在买方或利益相关者群体选择你作为首选供应商时开始。
首选供应商(VOC)地位至关重要。 在被选为首选供应商之前尝试谈判会削弱你的地位,通常会导致不必要的让步。关键策略包括:
- 在整个销售过程中专注于建立价值和差异化
- 识别你已被选中的隐性和显性信号
- 抵制过早谈判的压力
避免虚假信号。 买方早期讨论价格或条款的尝试往往是分散注意力的手段。使用PAIS框架(暂停、承认、忽略、保存)来保持对话的控制权,并在关键时刻保留你的杠杆。
3. 情绪控制:有效谈判的基石
在每次谈判中,情绪控制强的人有可能实现他们的预期结果。
掌控你的情绪。 七种可能破坏谈判的破坏性情绪是:
- 恐惧
- 绝望
- 不安全感
- 对重要性的需求
- 依恋
- 急切
- 担忧
培养情绪韧性。 维持镇定的技巧包括:
- 练习放松、自信的态度
- 使用“悬崖技术”来创造心理暂停
- 利用非互补行为打破负面模式
- 通过有意接触挑战性情境来建立“障碍免疫力”
记住,意志力和情绪控制是有限的资源。避免在疲惫、饥饿或情绪低落时进行谈判。
4. 杠杆和权力地位:塑造谈判棋盘
买方几乎总是处于比卖方更强的权力地位。
理解权力动态。 买方通常有更多的选择和较少的紧迫感,这使他们具有内在优势。为了加强你的地位:
- 建立强大的销售管道以减少绝望感
- 消除或中和买方的感知替代品
- 在可能的情况下利用稀缺性和紧迫感
- 与关键利益相关者建立牢固的关系
明智地使用杠杆。 杠杆是任何可以迫使行为改变的资产。永远不要免费赠送它;总是用它换取同等或更大价值的东西。杠杆类型包括:
- 信息
- 稀缺性
- 关系
- 时间压力
- 独特的能力或解决方案
5. 发现:建立无懈可击的商业案例
除了将正确的交易放入销售管道中,销售过程中没有什么比有效的发现对你在销售谈判桌上的地位影响更大。
SCORE框架用于发现:
- S:利益相关者的成功标准
- C:供应商评估标准
- O:期望的业务成果和重要指标
- R:实际情况
- E:终态愿景
深入挖掘。 有效的发现需要耐心、战略性提问和积极倾听。重点在于:
- 揭示隐藏的动机和痛点
- 确定对利益相关者重要的指标
- 基于可衡量的业务成果建立有说服力的价值主张
利用收集到的信息创建一个强有力的商业案例,使你与竞争对手区分开来并中和替代品。
6. DEAL框架:自信地驾驭销售谈判
销售谈判计划,如同大多数战斗计划一样,很少能在*次接触中幸存。
DEAL框架用于灵活谈判:
- 发现:澄清和隔离问题
- 解释:桥接价值并证明你的立场
- 对齐:部署你的给予-获取清单
- 锁定:确保承诺并签署协议
充分准备。 制定销售谈判地图(SNM),包括:
- 目标和限制区域
- 让步清单
- 给予-获取清单(GTP)
准备好在实时中调整你的策略,同时保持对目标的关注。
7. 对齐和锁定:确保协议并签署
如果你想在销售谈判中取得成功并持续签署协议,你必须掌握提问的纪律。
掌握提问的艺术。 自信而直接地在整个销售过程中要求承诺,特别是在对齐协议时。锁定交易的常见方法包括:
- 获得付款
- 确保签署的协议或采购订单
- 通过握手确认口头协议(在适当情况下)
- 使用谅解备忘录(LOUs)进行复杂谈判
避免假设。 仅仅因为买方点头或说“是”并不意味着你有一个坚定的协议。始终在认为交易完成之前澄清和确认具体条款。
记住,没有银弹或魔法短语能保证成交。成功来自于有纪律的实践、情绪控制和愿意要求你想要的东西。
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FAQ
What's Inked about?
- Sales Negotiation Focus: Inked by Jeb Blount is a comprehensive guide on effective sales negotiation tactics, emphasizing emotional discipline and understanding buyer psychology.
- Real-World Application: The book provides practical strategies for everyday sales scenarios, contrasting with high-stakes negotiations often depicted in other literature.
- Emotional Discipline: A significant theme is the necessity of emotional discipline in negotiations, crucial for achieving favorable outcomes.
Why should I read Inked by Jeb Blount?
- Master Negotiation Skills: The book helps develop essential negotiation skills, leading to more closed deals and increased commissions.
- Avoid Common Pitfalls: It highlights common mistakes, such as giving discounts too easily, helping you avoid them and improve outcomes.
- Build Confidence: Blount emphasizes confidence and emotional control, cultivating a mindset for effective negotiation.
What are the key takeaways of Inked by Jeb Blount?
- Win First, Then Negotiate: Secure your position as the vendor of choice before entering negotiations to maintain leverage.
- Emotional Control is Crucial: Managing emotions is vital for successful negotiations, preventing concessions made out of fear or desperation.
- Understand Stakeholder Dynamics: Mapping stakeholders and understanding their motivations helps tailor negotiation strategies.
What are the best quotes from Inked and what do they mean?
- "Effective negotiating begins and ends with emotional discipline.": Highlights the importance of managing emotions during negotiations for favorable outcomes.
- "Sales negotiation is about winning for your team.": Emphasizes securing the best outcome for your organization while maintaining relationships.
- "Never give leverage away for free.": Reminds salespeople to ensure concessions are exchanged for something of equal or greater value.
What is the DEAL Sales Conversation Framework in Inked?
- Four Key Steps: The DEAL framework consists of Discover, Explain, Align, and Lock, guiding sales professionals through negotiations.
- Focus on Discovery: The Discover phase involves uncovering the buyer's issues and concerns, crucial for understanding their needs.
- Alignment and Commitment: Align focuses on negotiating an agreement while protecting interests, and Lock ensures commitments are secured.
How does emotional discipline impact negotiations in Inked?
- Managing Disruptive Emotions: Emotional discipline helps manage emotions like fear and anger, which can negatively affect outcomes.
- Building Confidence: Maintaining emotional control allows sales professionals to present themselves with assertive confidence.
- Improving Decision-Making: It enables negotiators to make rational decisions rather than reactive ones, leading to better agreements.
What is the PAIS framework mentioned in Inked?
- Pause, Acknowledge, Ignore, Save: A strategy for managing red herrings during negotiations, maintaining control over the conversation.
- Maintaining Control: Helps avoid giving away leverage prematurely, keeping focus on negotiation objectives.
- Emotional Regulation: Aids in emotional regulation, allowing negotiators to respond thoughtfully rather than react impulsively.
How does Inked suggest handling objections during negotiations?
- Identify Objections Early: Recognizing objections as they arise prevents them from becoming major roadblocks later.
- Clarify Concerns: Clarifying what the stakeholder means helps in understanding underlying issues for a targeted response.
- Use Objections as Opportunities: Viewing objections as opportunities strengthens your case, building trust and demonstrating value.
What is the significance of the SCORE discovery framework in Inked?
- Structured Discovery Process: The SCORE framework helps gather essential information to build a compelling business case.
- Building Trust: Effective discovery fosters trust between the salesperson and the stakeholder, creating stronger relationships.
- Eliminating Alternatives: Identifies and addresses potential alternatives, strengthening your negotiating position.
How can I effectively use the Give-Take Playlist from Inked?
- Leverage Low-Cost Concessions: Identify concessions of low value to you but high value to the buyer for effective negotiation.
- Plan for Incremental Moves: Prepare a series of concessions and counteroffers to maintain leverage and encourage reciprocity.
- Focus on Value Exchange: Ensure every concession is met with something of equal or greater value, reinforcing mutual benefit.
What are some common buyer tactics discussed in Inked?
- Bullying Tactics: Buyers may use aggressive tactics to intimidate salespeople into quick concessions; recognizing these is crucial.
- Triggering Obligation: Flattery or emotional appeals create a sense of obligation, making it harder to refuse concessions.
- Red Herrings: Introducing irrelevant information distracts from negotiation, leading to unnecessary concessions if not managed.
How does Inked address the importance of preparation in negotiations?
- Thorough Planning: Entering negotiations without a solid plan can lead to unfavorable outcomes; preparation is key.
- Scenario Practice: Practicing various scenarios builds confidence and readiness for unexpected challenges.
- Sales Negotiation Map: A tool to outline strategy, ensuring focus and track during negotiations.
评论
《INKED》因其对销售谈判策略的深刻见解而受到读者的高度赞扬。评论者们欣赏书中提供的可操作建议、真实案例和心理策略。许多人发现这些内容不仅适用于销售,还适用于个人和职业关系。一些人批评其内容重复和缩略词使用过多。总体而言,读者重视书中对沟通、价值创造和利益相关者对齐的强调。对于希望提高成交率和谈判技巧的销售专业人士来说,这本书被认为是必读之作,并提供了适用于各种销售情境的实用框架。
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