利益銷售的藝術

潛在客戶在購買時，總會問：“這對我有什麼好處？”這就表示，你在挖掘客戶、過濾篩選客戶過程中，要用利益銷售來引起潛在客戶的興趣。

為何利益銷售對你是重要的？

你所開發的每一個潛在客戶，都要以利益銷售來進行。這就是說，你要強調商品或服務帶給客戶的利益，而非只是說商品或服務的特色。

潛在客戶并不在乎你這個月還必須要完成多少銷售額，或是你必須在休假前完成一筆大交易。這些和他的利益是無關的。客戶要知道如果他採購你的商品或服務，他能夠得到哪些利益？

購買的利益

潛在客戶會購買的原因，是因為你銷售的商品或服務能夠帶給他利益。因此他們會以“這對我有什麼利益？”的心態來評估他們的採購。.另一方面，特徵是關於產品的具體事實。他們沒有解釋產品會如何改善你的潛在客戶。

假設你在賣汽車。如果你告訴一個潛在客戶，某一款汽車在5.4秒內從0加速到60公里，這是一個特性。他會很高興知道這個事實，但對說服他在訂單上簽字沒多大用處。

但如果你告訴他汽車的高加速度使他能够安全地融入高速公路，這是一個好處。.

或者說，你的潛在客戶是一個年長的紳士，接近退休年齡，他不關心加速，因為他比較關心汽車的可靠性和他退休後的預算。

他很冷淡，因為雖然他真的想要一輛新車，但他不想在未來幾年內，為汽車付款而擔心。

你可以不斷地談論汽車的特性，或者你可以指出，如果他現在買的話，在退休的時候，可以付清，或是即將付清汽車餘款。

那又怎麼樣？

另一件重要的事情要記住的是，不是每個人都有同樣的需求。他們不平等地看待同樣的事情。“這對我有什麼好處？”也意味著你應該花時間去瞭解潛在客戶確實需要什麼？以及他來自哪裡。然後匹配你選擇的好處來討論這些需求。

The Art of Benefit Sales

Potential customers always ask, "What's the benefit for me?" This means that in the process of tapping and filtering customers, you should use profit sales to arouse the interest of potential customers.

Why is profit selling important to you?

Every potential customer you develop will be sold for profit. That is to say, you should emphasize the benefits of goods or services to customers, not just the characteristics of goods or services.

Potential customers don't care how much sales you have to complete this month, or whether you have to complete a big deal before your vacation. These have nothing to do with his interests. Customers need to know what benefits they can get if they buy your goods or services.

Benefit in Purchase

Potential customers buy because the goods or services you sell can benefit them. So they would say, "What's in my interest?" Mentality to evaluate their purchases. On the other hand, features are specific facts about products. They don't explain how the product will improve your potential customers.

Suppose you're selling cars. If you tell a potential customer that a car accelerates from zero to 60 kilometers in 5.4 seconds, this is a feature. He would be glad to know that, but it would be of little use to persuade him to sign the order.

But if you tell him that the high acceleration of the car enables him to integrate safely into the highway, it's a benefit. .

In other words, your potential customer is an elderly gentleman who is close to retirement age and doesn't care about acceleration, because he cares more about the reliability of the car and his retirement budget.

He was cold because although he really wanted a new car, he didn't want to worry about paying for it in the next few years.

You can keep talking about the car's characteristics, or you can point out that if he buys it now, he can pay it off when he retires, or he is about to pay off the car's balance.

So what?

Another important thing to remember is that not everyone has the same needs. They look at the same thing unequally. "What's good for me?" It also means that you should take time to understand what potential customers really need. And where he came from. Then match the benefits of your choice to discuss these requirements.

認識利益聲明如何影響銷售

經歷過基本銷售培訓的銷售員都會很熟悉“特徵描述，利益銷售”的那一套銷售法。產品的基本屬性是：產品的好處是客戶可以從產品中得到什麼好處。換句話說，特徵是基於事實的，利益是基於情感的。銷售就是要用情感去面對你的潛在客戶。

有段時間我在大陸銷售網絡收音機“Internet Radio”，結果發現最主要的購買者，是離鄉背井的遊子，他們想要無線收音機無法收聽到的鄉音信息。他們并不在乎收音機可以接收世界多少廣播電台節目，他們只關心家鄉麥子收成了沒有？

可以收聽許多世界的廣播收音機是產品的特徵。而能夠收聽到鄉音信息是產品可以提供給用戶的利益。

你怎麼知道哪一個是對特定潛在客戶使用的正確利益？

你問潛在客戶。做過濾篩選是瞭解你的潛在客戶的需要。他一定想要某件事，否則他不會撥出時間和你說話。有些潛在客戶馬上就會說出來，告訴你他們在尋找什麼。但許多時候，除非你問，其他人不會解釋他們的動機。

一旦你有了你了解他的期望的想法，你就可以將這些欲望與相容的利益聲明相匹配。一些經常使用的好處包括方便，節省時間，省錢，安全，聲望，使用方便。通過一點頭腦風暴，你可能會發現更多的好處適用於你的產品或服務。

利益聲明應該彌合你的產品特徵和客戶需求之間的差距。從他的需求開始重複他的需求。你可以這樣說，“你剛才提到你經常旅行，當你離開城鎮時，你的無線廣播電臺不可用，你會感到沮喪嗎？”然後停下來，給他一個機會來糾正你或同意你。然後，假設他同意，你可以用利益聲明打他：“嗯，一旦你注册了網絡廣播，你就有安全感，知道你最喜歡的電臺在你出城的時候仍然可用。”

如果你符合潛在客戶的具體需求或需要，利益聲明就會是有效的。如果你不先花時間收集這些資訊，那你就是在黑暗中射擊。在上面的例子中，如果你沒有探索潛在客戶的動機，發現客戶是想要收聽鄉音信息，你可能會拋出“節省你的錢”而不是利益陳述。

而這一利益聲明不會使前景更加接近購買。事實上，這可能會讓他更加遠離，因為你忽視了他的首要需求。

準備好利益聲明，也會幫助你把利益聲明佈置到最有利的地位。首先，列出一個產品特性清單，然後列出一個或兩個好處清單，列出清單上的每個特徵。有了這份清單，你就可以準備好對大多數潛在客戶的需求做出明確的反應。當然，沒有任何清單能涵蓋每一種可能的情况，但是你會為你所遇到的95%的潛在客戶做出正確的反應。

Understanding how Benefit Statements Affect Sales

Salesmen who have undergone basic sales training will be familiar with the sales method of "feature description, profit sale". The basic attributes of the product are: the benefits of the product are what customers can get from the product. In other words, features are factual and interests are emotional. Sales is about facing your potential customers emotionally.

I was selling Internet Radio on the mainland for a while and found that the main buyers were homeless travelers who wanted local voice information that wireless radios could not hear. They don't care how many radio programs the world can receive on the radio. They only care about the wheat harvest in their hometown.

Radios that can listen to many worlds are the hallmark of products. And to be able to listen to the local voice information is the product can provide the interests of users.

How do you know which is the right benefit for a particular potential customer?

You ask potential customers. Screening is to understand the needs of your potential customers. He must want something, or he won't spare time to talk to you. Some potential customers will tell you immediately what they are looking for. But many times, unless you ask, other people don't explain their motivation.

Once you have the idea that you understand his expectations, you can match those desires with compatible declarations of interest. Some of the benefits of frequent use include convenience, time saving, money saving, safety, reputation, and ease of use. With a little brainstorming, you may find that more benefits apply to your product or service.

Benefit Statements should bridge the gap between your product characteristics and customer needs. Repeat his needs from his needs. You can say, "You mentioned that you travel a lot. When you leave town, your radio station is not available. Are you frustrated?" Then stop and give him a chance to correct you or agree with you. Then, assuming he agrees, you can hit him with a declaration of interest: "Well, once you register for webcasting, you have a sense of security, knowing that your favorite radio station is still available when you leave town."

Benefit Statements are valid if you meet the specific needs or needs of potential customers. If you don't take the time to collect this information first, you're shooting in the dark. In the example above, if you don't explore the motivation of potential customers and find that they want to listen to local voice information, you may throw out "save your money" instead of a statement of interest.

This benefit statement will not bring the prospects closer to buying. In fact, it may make him more distant, because you ignore his primary needs.

Preparing declarations of interest will also help you to position declarations of benefit in the most advantageous position. First, make a list of product features, then make a list of one or two benefits, and list each feature on the list. With this list, you are ready to respond clearly to the needs of most potential customers. Of course, no list can cover every possible situation, but you will respond correctly to 95% of the potential customers you meet.