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在与客户沟通过程中抓住他的心,订单也就稳了

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业务员一定要学会了解客户的心里想法,拿准客户的关切点,妥善处理好客户的关切所在,才能顺利将业务向前推进 。


所以我一般要求业务员收到客户的邮件也至少要读上两遍,吃透客户的意思再写回复邮件,写好了再看客户邮件,是否妥善回应了客户关切的问题?润色修改好,然后再发出去。



吃透客户的意思,不仅是客户直接说出来的,还有客户没有直接说出来的。



要多问自己:“客户为什么要问这个问题?”


要知道,这里的问题所在,很多时候比客户说出来的还重要的多。
可现实情况是,大多数业务员只关心自己,不关心客户。


我看到有的业务员给客户回复的邮件完全不在一个频道,就是客户说客户的,我说我的。这个要是下棋可以,可跟踪客户却万万使不得。


我们一定要反复揣摩,读懂客户的心,并彻底妥善解决好客户的关切点。只有做到这点,订单自然水到渠成。反之,就会莫名其妙的跟丢客户还不知道原因。


包括在开发跟进过程中,遇到卡壳了,多数情况是客户心里的关切点没有得到妥善解决。所以客户要先把你晾在一边,或者直接被客户淘汰。


此时,最重要的不是自说自话去推销说服(你还不了解客户的关切点,你所做的说服又怎会奏效呢?)


而是要巧妙地旁敲侧击盘问出客户的心里想法,关切点所在。了解之后,才能给出对策方案。


举个探寻客户关切的例子,客户回复业务员的开发信,并经过几轮的邮件沟通,客户回复了这封邮件:


Dear Vicki,


Yes,we liked your products very much and will contact you, once we have the order for you.
Best regards,


Stephanie


对于这类邮件,有的业务员觉得客户是托词,敷衍而已。有的业务员说客户已经决定同你合作了,但时机不对。

不管怎么样,如果你能了解到客户当前是怎么想的,非常重要。他没有马上开始合作,可能是还有一些内心的问题和关切点没有得到有效解决。当然不是每个关切点都和你有关,比如之前我有一个客户准备订货了,却为仓库腾出地方等了几个月。但无论如何,如果你了解了这个情况,心里就更加有数了。


最终业务员推敲出来这个邮件,去问客户:


Dear Stephanie,


Thanks a lot for your interest in our products.


I donot mean to push you, just try to understand a little more about your   situation.


When you say "Yes, we liked your products very much and will contact you, once we have the order for you.", do you mean you are interested to add our products into your line, yet right now It is still not on your schedule?


What stops you from setting a trial order now? Are there any concerns?


I would very much appreciate your reply, so we will know how we can help you more.


Best regards,
Vicki


销售水准的差异就在于你能否通过问题或者线索,准确有效的找到客户的关切点。

带过孩子的可能有体会,小孩子在哭闹的时候,小时候不会说话,大点会说话了,你问他什么原因,他在那个情绪里,还是不告诉你。不会说话的,你就只能不断地猜,饿了,憋尿了……?等你猜对了,就平息了。而会说话的呢,你就可以通过抛给他问题,慢慢转移他的注意力,或者引导他把需求说出来,然后也解决问题了。
客户就如这些小孩子,有需求,但他不会明确告诉你。


借之前遇到的一个案例,客户的邮件:


Dear Judy


Forthe quality and finish of the bags I am sorry but the price are too high. Mytarget prices of 8-11 USD are based after including hardware and packingdetails.


I don’t believe we can work together.




DearJudy


The problem is thebags are already not what we would work with so I needto make many changes toimprove and then the price will not work.
Thanks



业务员的邮件:


Dear Anandie,

Thank you for your prompt feedback.


Could you please let us know the styles that you will make the changes?


Then we will check with our cost deptand see whether we can meet your price range.Thanks.


Well, we also have our customers, which prices were also in your price range.And we still keep the cooperation till now.


So I mean we can meet your price rangeand we really want to cooperate with you. 


Thanks.Looking forward to your reply.


Best Regards,

Judy


业务员问客人需要做如何的改动?然后会向成本部确认下看能不能做,然后告诉客户我们有其它的客人也在这个价格范围之内,所以他们的价格范围我们可以做,而且我们也很想跟你们合作。


点评:
业务员一直没有关注客户发出的第一个信号,就是质量还没能满足客户的要求。一直把目光放在价格谈判上,所以自然客户收到业务员的邮件后不会再愿意回复。


客户给的反馈,其实是3层含义:


1. 你的quality and finish目前达不到我的要求。
2. 如果你达到我的要求,你的价格就不行了。
3. 要让你达到我的要求还是有点麻烦的,如果不是有利可图,我可不想费这个事。


整个客户开发和跟进中,不要预设想法和答案。先倾听客户说什么,在分析客户为什么会这么说?客户心里在想什么?最后给出合适的回复和答案。一来二去,你才能把客户引导在自己的节奏里,领着客户走。


总而言之,外贸客户开发与跟进一定要做到两个关键词:

1.精准开发。

2.深入沟通。


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