醫(yī)藥行業(yè)銷(xiāo)售技巧培訓(xùn)資料

1、銷(xiāo)售技巧培訓(xùn)銷(xiāo)售技巧培訓(xùn)主講人：李懷勇主講人：李懷勇上海諾華動(dòng)物保健有限公司上海諾華動(dòng)物保健有限公司2002.6.7主要內(nèi)容提示主要內(nèi)容提示4積極的思維積極的思維4如何設(shè)定您的目標(biāo)如何設(shè)定您的目標(biāo)Successful communication gets to:成功的溝通能達(dá)到成功的溝通能達(dá)到:Win WinPositive Thinking積極的思維方式積極的思維方式雙雙 贏贏 The Win-Win Situation雙贏的情景雙贏的情景 Dont criticise, judge or complain 不要批評(píng)不要批評(píng), 評(píng)判或抱怨評(píng)判或抱怨 Show honest appreciat

2、ion 表現(xiàn)出你的誠(chéng)意表現(xiàn)出你的誠(chéng)意 Talk about their contribution 談?wù)搫e人的貢獻(xiàn)談?wù)搫e人的貢獻(xiàn) Use peoples names 使用別人的姓名使用別人的姓名 Smile when appropriate 適當(dāng)?shù)臅r(shí)候請(qǐng)微笑適當(dāng)?shù)臅r(shí)候請(qǐng)微笑 Further reading: Dale Carnegie: How to make friends and influence people 請(qǐng)參閱請(qǐng)參閱: Dale Carnegie:如何交友及影響他人如何交友及影響他人Rules to keep positive 保持積極的要領(lǐng)保持積極的要領(lǐng) If you fear

3、the worst? You get it 如果你總是擔(dān)心最糟糕的情況會(huì)發(fā)生如果你總是擔(dān)心最糟糕的情況會(huì)發(fā)生? 那它肯定發(fā)生那它肯定發(fā)生 List all possible reasons for success. 列出所有取得成功的可能原因列出所有取得成功的可能原因. Convince yourself first! 首先說(shuō)服你自己首先說(shuō)服你自己! Self-fulfilling prophecies 自我實(shí)現(xiàn)預(yù)見(jiàn)自我實(shí)現(xiàn)預(yù)見(jiàn)Be nice 做到做到 NICE Now: I live today, not in the past or futureI live today, not in t

4、he past or future Now: 我生活在今天我生活在今天,不是過(guò)去或?qū)?lái)不是過(guò)去或?qū)?lái) I: accept that nobody understands meaccept that nobody understands me I: 承認(rèn)沒(méi)有人了解我承認(rèn)沒(méi)有人了解我 Courage: I stand up for my beliefsI stand up for my beliefs Courage:我為我的信念挺身而出我為我的信念挺身而出 Expectations: I will reach my goalI will reach my goal Expectations: 我

5、會(huì)達(dá)到我的目標(biāo)我會(huì)達(dá)到我的目標(biāo) Further reading: Dyer: Your Erogenous Zones I can control my thoughts 我能控制我的思想我能控制我的思想 My feelings come from my thoughts 我的感覺(jué)源于我的思想我的感覺(jué)源于我的思想 I can decide to be happy, pleasant.or! 我能感覺(jué)快樂(lè)我能感覺(jué)快樂(lè),高興高興 或或! Choices 選擇選擇Takes less energy than微笑比憂愁省力得多微笑比憂愁省力得多People who smile feel better!

6、經(jīng)常笑的人感覺(jué)更好經(jīng)常笑的人感覺(jué)更好! Ask for 100; you can settle for 10 要求得到要求得到 100; 你可以搞定你可以搞定 10 Ask for 10; youll never get 100 要求得到要求得到10; 你永遠(yuǎn)得不到你永遠(yuǎn)得不到 100 Think BIG “獅子大開(kāi)口獅子大開(kāi)口” Problems, opportunities and choices 問(wèn)題問(wèn)題,機(jī)會(huì)和選擇機(jī)會(huì)和選擇 All problems can be seen as opportunities 所有的問(wèn)題會(huì)被視作機(jī)會(huì)所有的問(wèn)題會(huì)被視作機(jī)會(huì) Is life full of

7、problems or opportunities? 生活中充滿了問(wèn)題還是機(jī)會(huì)生活中充滿了問(wèn)題還是機(jī)會(huì)? The choice is yours 選擇由你來(lái)做選擇由你來(lái)做There are no problems 沒(méi)有問(wèn)題沒(méi)有問(wèn)題 A positive reaction indicates interestA positive reaction indicates interest 正面的回應(yīng)說(shuō)明了顧客的興趣正面的回應(yīng)說(shuō)明了顧客的興趣 Find out more about that interestFind out more about that interest 關(guān)于顧客的興趣多談一些內(nèi)容

8、關(guān)于顧客的興趣多談一些內(nèi)容 After 2-3 positives go for a closeAfter 2-3 positives go for a close 在在2-3個(gè)正面回應(yīng)后個(gè)正面回應(yīng)后,爭(zhēng)取締結(jié)爭(zhēng)取締結(jié)Pick up on the positive截取正面截取正面 Most negatives are “smoke”Most negatives are “smoke” 大部分的負(fù)面都是煙幕大部分的負(fù)面都是煙幕 Simply ignore or acknowledgeSimply ignore or acknowledge 不理負(fù)面不理負(fù)面 Revert to the posit

9、ive; stick to your goalRevert to the positive; stick to your goal 回到正面回到正面;堅(jiān)持你的目標(biāo)堅(jiān)持你的目標(biāo) If a negative comes 3 times, handle itIf a negative comes 3 times, handle it 如果負(fù)面出現(xiàn)三次如果負(fù)面出現(xiàn)三次,正面回答正面回答Ignore the negative不理負(fù)面不理負(fù)面If you pick up on negatives 如果你截取了負(fù)面如果你截取了負(fù)面 l You get drawn into conflict 你將陷入正面沖突

10、你將陷入正面沖突l You never reach your objective 你永遠(yuǎn)達(dá)不到你的目標(biāo)你永遠(yuǎn)達(dá)不到你的目標(biāo)l You feel negative 你感覺(jué)很糟糕你感覺(jué)很糟糕Remember the objective 記住你的目標(biāo)記住你的目標(biāo) Seeking clarification? Answer 要求澄清要求澄清? 回答回答 Seeking confirmation? Answer 要求確認(rèn)要求確認(rèn)? 回答回答 Seeking details? Postpone 要求細(xì)節(jié)要求細(xì)節(jié)? 暫緩暫緩 Seeking control/diversion? Get back on tr

11、ack 要求控制要求控制/轉(zhuǎn)移話題轉(zhuǎn)移話題? 回到主題回到主題Handle interruptions 如何處理話題被打斷如何處理話題被打斷拜訪目標(biāo)Objectives 目標(biāo)目標(biāo)Only those who have a goal ever get there有明確目標(biāo)的人有明確目標(biāo)的人才有可能達(dá)到目標(biāo)才有可能達(dá)到目標(biāo)Martin Luther 馬丁馬丁 路德路德Vision:Vision:遠(yuǎn)景遠(yuǎn)景Visual Visual 視覺(jué)視覺(jué)Right brainRight brain 右腦右腦or heartor heart或或“心心”(Picture and (Picture and feelin

12、g of winning)feeling of winning)（圖片和獲勝的感覺(jué)）圖片和獲勝的感覺(jué)）Objective:Objective:目標(biāo)目標(biāo)FactualFactual事實(shí)事實(shí) Left brainLeft brain左腦左腦or head”or head”或或“頭頭”(Logic and (Logic and facts e.g time)facts e.g time)（邏輯和事實(shí)，如時(shí)間）邏輯和事實(shí)，如時(shí)間）All goals have two parts:所有的目標(biāo)均包含兩個(gè)方面：所有的目標(biāo)均包含兩個(gè)方面：Objectives and Visions目標(biāo)和遠(yuǎn)景目標(biāo)和遠(yuǎn)景 Suc

13、cessful people have vision. They ask 成功人士均具有前瞻性。他們會(huì)問(wèn)成功人士均具有前瞻性。他們會(huì)問(wèn)l How will I know I made it? 我如何知道我可以做得到？我如何知道我可以做得到？l How will I measure it? 我如何衡量？我如何衡量？l How do I imagine it (picture)? 我如何想象（圖片）？我如何想象（圖片）？Objective Questions關(guān)于目標(biāo)提出問(wèn)題關(guān)于目標(biāo)提出問(wèn)題Focus on the positive picture (me at the goal) 注重積極的方面（

14、我的目標(biāo)）注重積極的方面（我的目標(biāo)）Avoid the double negative (I will not give up)* 避免雙重否定（我不會(huì)放棄）避免雙重否定（我不會(huì)放棄）*Integrate OBJECTIVE and VISION 融合融合“目標(biāo)目標(biāo)”和和“遠(yuǎn)景遠(yuǎn)景” * Giving up becomes a self-fulfilling prophecy 放棄意味著放棄意味著“自我實(shí)現(xiàn)預(yù)見(jiàn)自我實(shí)現(xiàn)預(yù)見(jiàn)” Visual Objectives 形象化的目標(biāo)形象化的目標(biāo)拜訪目標(biāo)SMART Specific: do not mix with other goals明確：不和其他目

15、標(biāo)混淆明確：不和其他目標(biāo)混淆 Measurable: so you know if you made it可衡量：明白自己是否已達(dá)到目標(biāo)可衡量：明白自己是否已達(dá)到目標(biāo) Ambitious and agreed: to motivate you有雄心并且相信：鼓勵(lì)自己有雄心并且相信：鼓勵(lì)自己 Realistic: to avoid demotivation現(xiàn)實(shí)：避免灰心現(xiàn)實(shí)：避免灰心 Trackable: to measure progress on the way可追溯：評(píng)估在前進(jìn)道路上取得的進(jìn)展可追溯：評(píng)估在前進(jìn)道路上取得的進(jìn)展Logical Objectives 邏輯性目標(biāo)邏輯性目標(biāo)Achieving Objectives 達(dá)到目標(biāo)達(dá)到目標(biāo)Write them down (stops you cheating) 記錄在案（避免記錄在案（避免“自欺欺人自欺欺人”）Check logical objectives match vision 檢查邏輯目標(biāo)是否與遠(yuǎn)景一致檢查邏輯目標(biāo)是否與遠(yuǎn)景一致Measure performance and plan improvement 評(píng)估表現(xiàn)及計(jì)劃改進(jìn)措施評(píng)估表現(xiàn)及計(jì)