知彼知己—采购人员必备的销售思维

1.为什么要了解销售思维
采购人员面临的全新挑战
知己知彼才有更大胜算
保障采购安全的重要因素

2.职业化销售思维方式
商机探寻思维——客户所处的市场环境分析
从客户的生存环境、客户的竞争对手和客户的问题发现商机
从产业发展和差异化竞争中发现商机

客户需求探寻思维
客户不同的需求带来不同的机会
客户需求的分级以及分析
客户需求的探寻：SPIN模式
显性需求和隐性需求
激发和放大客户的需求
说服客户思维
说服客户模式——NFAB模式
隐藏自己的弱点
运用表达技巧突出自身优势

谈判思维原则
关键决策小组角色分析
谈判的力量
力量在谈判实际中的运用——谈判三维力量
销售报价策略
谈判陷阱

客户分级思维
帕雷托原则
客户资源的应用
客户的评估和资源分配
客户服务与维护

3.采购和销售的共赢
从根本上来说，采购和销售是合作伙伴而不是对手
合作产生更大利益
良好的个人关系可以加分

1. Why do you need to understand sales people’s thinking
Brandnew challenges that buyers will face
Who puts himself in other’s shoes has the upper hand
Factors to ensure purchasing security

2. Professional thinking of sales people
Business opportunities spotting: analysis of customers’ market environment
Spotting opportunities from customers’ living environment, customers’ rivals and customers’ problems
Spotting opportunities from industry development and differentiated competition

Seeking customers’ needs
Different opportunities brought by different customers’ needs
Classification and analysis of customers’ needs
Seeking customers’ needs SPIN pattern
Explicit needs and implicit needs
Stimulating and enlarging customers’ needs
Persuading customers
NFAB mode
Hiding your weakness
Using presentation skills to highlight your strengths

Negotiation principles
Role analysis for key decision making team
Power of negotiation
Use of power in real negotiation three dimensional power of negotiation
Sales quotation tactics
Pitfalls in negotiation

Customer hierarchy
Pareto Principle
Using customer resources
Customer evaluation and resources allocation
Customer service and maintenance

3. Winwin situation for buyers and salespeople
Salespeople and buyers are fundamentally partners rather than enemies
Cooperation achieves better outcome
Closer personal relationship is a plus