STEP #3 QUALIFYING & COUNSELLING:営業のあるべき姿は？
質問力と傾聴
Asking questions and listening is extremely powerful! People often think talking, presenting and persuading is power. I think the opposite. We all have opinions we love to talk about. There is always the new theory that someone wants to kick around.
But if a person has the discipline to hold back on his own opinions and theories and get the other person (friend, customer, family member, whatever) talking, it can be very powerful. It gives you the data you need to know to learn what to say, when and how to say it.
Qualifying and counselling is all about determining what the other person wants. In a sales situation, it is determining his needs, wants and ability to buy. This step in the selling process is the most important and where most mistakes are made.
Too many people go right into their product presentation having no idea what the person is looking for, needs or if the person has the ability to pay for it. Sales people love to talk and at this stage, that is the last thing the salesmen should be doing. It does take discipline.
営業のタイプ
I know of three types of salesmen, the ORDER TAKER, the HARD SELLER and the CONSULTANT.
The ORDER TAKER（御用聞き営業）treats people like shoppers and will process a purchase if requested. He does not know the customer, his own products that he sells or what the customer’s concerns are. In this case, for a very expensive product, the customer feels insecure. With a lack of information, there is fear that the wrong product is selected, which will badly affect his life or business.
The HARD SELLER（押しの強い営業） treats people like opponents and tries to win the sale at all cost. His only interest is making the sale, not solving the customer’s problem. In this case, the customer feels defensive. When pressure is felt, the customer responds with pressure. Both attack each other instead of solving the given problem.
The CONSULTANT（押しの弱い営業？？） treats people like clients, learns their needs and application. The salesman “qualifies” the person as a customer. Then he selects and presents the product, which will satisfy those needs. The result is satisfaction, even if the sale is not made. All effort is placed on solving the problem. This puts the customer at ease and his confidence builds with the information and advice received.
Before making any recommendation or giving a product presentation, first the salesman has to determine the customer’s needs wants and ability to buy.
He determines the customer’s dominant buying motives (the real reason he is there to purchase something). The dominant buying motive is the first response the customer gives when the salesman asks what he is looking for in the product. He may give several reasons, but his first response is usually the most important reason to buy for him.
顧客に語らせる。 そのための質問を設計するのが『理詰めの営業』の「会議設計」。
The sales person should ask open-ended questions (questions which require an explanation to answer, not with a simple “yes” or “no”). By using open-ended questions, he keeps the buyer talking about 80% of the time.
顧客を知る コンプレックスセールスの場合は、関係者も多い。それを整理・分析するのが『理詰めの営業』の「顧客関係分析」。
He should listen intently by trying to reduce all internal (other things he’s thinking about) and external distractions (noise, music, view of others, etc.). He should seek the person’s underlying attitudes and hidden motives, avoid premature judgements, give full attention to the person, and look for non-verbal clues to his feelings.
The sales person should determine what the buyer is mentally focused on. Does the person focus on great details or does he/she just want to know the overall concept of the subject at hand (your product, service or simple ideas)?
Armed with the information the sales person gets, he can determine in detail what to suggest or recommend.
質問力と傾聴
Asking questions and listening is extremely powerful! People often think talking, presenting and persuading is power. I think the opposite. We all have opinions we love to talk about. There is always the new theory that someone wants to kick around.
But if a person has the discipline to hold back on his own opinions and theories and get the other person (friend, customer, family member, whatever) talking, it can be very powerful. It gives you the data you need to know to learn what to say, when and how to say it.
Qualifying and counselling is all about determining what the other person wants. In a sales situation, it is determining his needs, wants and ability to buy. This step in the selling process is the most important and where most mistakes are made.
Too many people go right into their product presentation having no idea what the person is looking for, needs or if the person has the ability to pay for it. Sales people love to talk and at this stage, that is the last thing the salesmen should be doing. It does take discipline.
営業のタイプ
I know of three types of salesmen, the ORDER TAKER, the HARD SELLER and the CONSULTANT.
The ORDER TAKER（御用聞き営業）treats people like shoppers and will process a purchase if requested. He does not know the customer, his own products that he sells or what the customer’s concerns are. In this case, for a very expensive product, the customer feels insecure. With a lack of information, there is fear that the wrong product is selected, which will badly affect his life or business.
The HARD SELLER（押しの強い営業） treats people like opponents and tries to win the sale at all cost. His only interest is making the sale, not solving the customer’s problem. In this case, the customer feels defensive. When pressure is felt, the customer responds with pressure. Both attack each other instead of solving the given problem.
The CONSULTANT（押しの弱い営業？？） treats people like clients, learns their needs and application. The salesman “qualifies” the person as a customer. Then he selects and presents the product, which will satisfy those needs. The result is satisfaction, even if the sale is not made. All effort is placed on solving the problem. This puts the customer at ease and his confidence builds with the information and advice received.
Before making any recommendation or giving a product presentation, first the salesman has to determine the customer’s needs wants and ability to buy.
He determines the customer’s dominant buying motives (the real reason he is there to purchase something). The dominant buying motive is the first response the customer gives when the salesman asks what he is looking for in the product. He may give several reasons, but his first response is usually the most important reason to buy for him.
顧客に語らせる。 そのための質問を設計するのが『理詰めの営業』の「会議設計」。
The sales person should ask open-ended questions (questions which require an explanation to answer, not with a simple “yes” or “no”). By using open-ended questions, he keeps the buyer talking about 80% of the time.
顧客を知る コンプレックスセールスの場合は、関係者も多い。それを整理・分析するのが『理詰めの営業』の「顧客関係分析」。
He should listen intently by trying to reduce all internal (other things he’s thinking about) and external distractions (noise, music, view of others, etc.). He should seek the person’s underlying attitudes and hidden motives, avoid premature judgements, give full attention to the person, and look for non-verbal clues to his feelings.
The sales person should determine what the buyer is mentally focused on. Does the person focus on great details or does he/she just want to know the overall concept of the subject at hand (your product, service or simple ideas)?
Armed with the information the sales person gets, he can determine in detail what to suggest or recommend.
