I have been switching from the technical field to the sales field for several years. Due to long-term hard work in the technical field, the sales role has entered a little late, but in recent years, I have gradually come up with some ideas, in addition, we can use these channels to guide the team's practices and see some gratifying progress. Here we will summarize and share with you.
There are three types of sales:
1. technical sales is typically characterized by the need to talk about technology. It is very clear about the internal causes of technology. When talking with customers, we can talk about it in a continuous manner, however, one-to-one relationship projects, such as playing, drinking, and karaoke, are mediocre.
2. A typical feature of relational sales is that it can be called "brother", "teacher", and "lead". It is especially good at communication activities, for example, when you go out to play, kge, drinking, playing cards, photography, playing golf and other social activities, of course, the sale of golf is generally relatively high-end sales, but also the goal of many sales;
3. hybrid sales, between the two, can implement different content according to the classification of customer contacts, if you are a technician, you can talk about technology, business personnel, leaders, management strategies, work, and work together, what can achieve this level is the real compound sales talents.
The following key elements are required to make a successful sales:
1. the importance of a certain sales network and network of people for sales is self-evident. This may be a big problem for new sales, however, I have also seen many sales veterans still do not have a very solid network of contacts. This is a sad thing. For new customers, one suggestion is to find a gold medal sales as your master. It is a shortcut to study the art of the teacher, and it is easier to learn from the successful experience to become successful, "failure is the mother of success" is a bit wrong. Our youth cannot afford to suffer too much consumption of failure. Maintaining your own network of contacts is a required course for every successful salesperson in your daily work. It is easier for you to set a time plan and analyze your own work logs to make yourself successful and calm, an interesting analysis conclusion shows that 80% of the sales orders are successful after more than four contacts with the customer's stakeholders and the contact tracking is maintained, it is extremely important to determine how you plan your own time to maintain the operation of your personal network.
2. A certain number of sales leads, almost all direct sales will think that sales leads are their own "lifeline", but this is precisely the threshold that all sales are difficult to break through, sales leads mainly come from two sources: one is your own network of contacts and the other is the channel. Friends and customers in the network of contacts will tell you the right opportunity. This opportunity is relatively reliable, the probability of success is relatively high; for channels, there are many types, covering the company's sales hotline, opportunities from Brother departments, partners, opportunities from original manufacturers, etc, among these clues, the opportunities offered by the Sales Hotline are the least reliable. Of course, when judging other opportunities, you must look at the persons providing clues and their own clue recognition capabilities, in the subsequent summary, we will discuss how to identify these opportunities.
3. with a deep understanding of products and services, you can deeply explore and locate your target customer groups, and accurately identify whether the sales opportunities are your own opportunities. Let's talk in line to see if this "is your own dish ", if not, do not put too much energy into this place. After all, the energy of each salesperson is limited. How can we maximize the benefits of limited resources, it is the primary goal and task that Every salesperson must keep in mind. I have also seen a lot of non-performing sales. After I went out with him and saw a few customers, I found that these sales were very bad, all these opportunities are not tomorrow and the future. We are happy to hear from potential customers. We need to "try" Today, "visit" tomorrow, and "Demo" the day after tomorrow ", I was so busy before and after running that I finally heard the thunder and didn't see the rain ", the reason is that you have not heard of many key factors, such as the time schedule, budget release, and competitors of potential customers. How can such sales be successful?
4. I often sum up my sales experience. I have a habit of having to sit down for half an hour every weekend and calmly review and analyze my work this week, in addition, work is classified into different categories, such as new customer visits, old customer maintenance, and network operations, check whether your work in the past week has been reasonable in time allocation from different perspectives, and adjust your time expenditure in terms of output, recent, mid-term, and long-term goals, to maximize the input-output ratio and meet your own stage plan.
Here I will also talk about how to determine whether a sales opportunity is your own sales opportunity?
1. just like stock trading, there is also a fundamental judgment on sales opportunities, the main indicator of this fundamentals is the enterprise's turnover, IT budget, distribution ratio, nature of the enterprise, industry, supplier level of the previous cooperation, and friendliness, the first two financial indicators are the core factors. If you have tracked the so-called big project "sales opportunity" for half a day, the customer will tell you that our budget is only 50 thousand RMB, what do you get?
2. What are the characteristics of the products and services that you sell? From the financial point of view, it can be divided into high-quality (with ample budget), Medium-and chicken-rib customers. The best customers are of course high-quality customers. This is the most promising, of course, it is also very important to determine the counterpart and customer preferences. You can look at their previous project style and find their suppliers to understand their features;
3. the relationship layer and the decision chain analysis of potential customers must be clear about their stakeholders (IT manager, CIO, Project Manager, and procurement) as sales personnel) it is very easy to determine the affinity of several key roles and their trust in you, it is to see if they will tell you some of the core project factors (such as the real needs of the project, competitors, and so on) that these will play a key role in the final decision of the project;
How can I convert a sales lead into a sales order? First, we must clarify the process of converting a clue into an order. In general, the conversion of a company's sales lead into a sales order is divided into different methods based on whether or not to make public bidding and internal negotiation:
1. for public bidding, the decision-making chain involves the preferences of the end user Decision-Making team (including technical and business teams) owners, bidding institutions, and evaluation experts (relying on communication and identification ), at the same time, it is necessary to conduct an in-depth analysis on the composition of the bid evaluation score. In general, it will analyze its advantages and disadvantages from different perspectives, such as business (mainly quotation) and technology (mainly solution and after-sales, to obtain the project contract, in public bidding, it is important to check whether the customer has been "determined" as soon as possible. The factors found mainly refer to the description of the bidding documents (especially some indicators), communication with the customer (especially recommended in some way), internal personnel information and other channels to identify, once discovered, must exit as soon as possible, because it marked "not your dish ".
2. the internal decision-making chain involves the IT Director (CIO or IT Manager), the business director, the project manager, the procurement, and the IT Director's supervisor (in charge of the IT Vice President ), at this time, due to the large number of stakeholders, you must clearly understand who is the final decision maker. Some enterprises have business priorities, and some enterprises have the right to determine it, after understanding the core stakeholders, we should give priority to the concerns of the core stakeholders. We should also take a moderate look at the perspectives of other stakeholders, so we should not be too clear about the difference ", in the end, the contract is not successful because of the link being not in place. For example, the business has already clearly selected you, but the purchase is cut at the end, making your price low to the extreme and becoming a "chicken" project.
I have had many experiences in sales and finally had to talk about the domestic application software industry ecosystem. The domestic software industry ecosystem shows that our customers are also very immature, there are a lot of interesting things. I will give you a few examples to share with you:
1. The budget is low, but the requirements are quite high and many requirements are extremely unrealistic. The most funny exaggeration is that a customer proposed a website with a budget of 2000 yuan, but he also needed this customization. The customization was required for a total of 5-6 modules, I also asked if you can complete the work in half a month. It seems that the supplier's human resource cost is negligible.
2. the most absurd thing I encounter when blindly pursuing brands and big names is an American inventory management software (almost all developed by junior engineers, parsing their databases and discovering extremely chaotic structures) A company can sell for $0.2 million, while senior architects and programmers of excellent domestic manufacturers can help them customize a system that costs RMB 0.2 million.
3. looking at the sky-type judgment and recognition, the author picked out a lot of shortcomings and problems when some experts identified Microsoft products during a bidding process, almost no backend products of Microsoft have been used by experts, and all these "disadvantages and faults" are just "hearsay". Is it true that they make people laugh!
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