Voss Graham:提出正確的問題,才能抓住“潛在”客戶的心。
InnerActive顧問公司的CEO Voss Graham表示,80%以上的外貿業務員都曾向他諮詢這個問題:在面對潛在客戶時,應該問些什麼問題?
事實是,你得為每一個你即將拜訪的潛在客戶做準備。整合不同渠道的信息,比如從網絡搜索,詢問公司同事,回顧當前行業趨勢,向客戶行業的外貿前輩請教,以及結合自身曾擁有的同類型公司的銷售經驗開始。
結合以上所有的信息,再儘可能壓縮總結出你需要的問題列表。此外,還有另一個方法:根據你的產品的不同性能及其可能帶來的利益為基礎,列出問題。
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接下來這15個“安全”問題,你可以在大部分B2B的外貿銷售中使用,無論是銷售產品還是服務。
——Voss Graham
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1. What kind of budget range do you have for this type of project?
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請問對於這個項目,您的預算範圍是多少呢?
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2. What if anything, would you like to see from a company like ours that you have not found to date?
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如果可以的話,您是否有意願看一下像我們這樣的公司呢?
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3. What do you like most about your current supplier?
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對於您目前的供應商,您最喜歡什麼呢?
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4. What would you want to change with your current supplier if you knew you could get it?
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如果您可以讓供應商做出一些改變的話,您最想讓他們改變什麼呢?
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5. What are some of the major challenges or changes you have seen in the past year?
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在過去一年中,您遇到的最主要的挑戰或變化是什麼呢?
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6. What impact has this challenge or change had on your profitability, morale, or market share?
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這些挑戰或變化對於您的利潤、士氣以及市場份額有什麼影響呢?
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7. What kind of time frame are you thinking about regarding project – start and finish?
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對於項目的開始和結束,您考慮的時間節點是怎樣的?
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8. What idea have you found interesting relative to bringing into your company / department / division?
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對於您的公司和分支部門,您覺得帶給它們最有趣的地方是哪兒?
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9. What do you feel is the best process to use in making a decision for this type of project?
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在做項目重大決定時,您認為最好的方法是什麼呢?
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10. Who else, other than you of course, will be involved in or impacted by this decision?
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除了您之外,請問還有誰能夠參與或者影響到您的決定呢?
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11. What in your opinion is totally off limits and will not be changed with this decision?
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在您看來,關於所做決定的底線是什麼呢?
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12. If you could change any thing in your current environment, what would you want to change?
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如果您有可能改變任何現狀的話,您想要改變的是什麼呢?
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13. What is the single most important change needed in this process or project?
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在這個項目中,最重要的變化是什麼?
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14. In an ideal world, share with me exactly what the company, plant, production line, etc. would look like in a couple of years? (Looking for the vision statement here – critical information.)
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您能跟我分享下未來幾年內最理想化的情況下公司的規模、生產線等信息嗎?
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15. If this were to happen, how would this impact your organization? …and you personally?
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如果您說的這些都能實現的話,對於您的公司以及個人會帶來怎樣的影響呢?
Voss Graham表示:銷售人員可以在任何跟B2B潛在客戶的交流時以此開始。通過我們大量的數據分析,使用問答模式的成功率更高,因為這不僅讓客戶覺得你很尊重他,還能讓他感覺你很
專業。在此,他呼籲所有的B2B銷售人員,從使用這些問題為開端,結合產品和個人特質,讓自己所問的問題更有價值,為後期的項目達成奠定堅實的基礎。
彩蛋:關鍵詞『取得信任』