有效銷售計劃的元素

銷售計畫是所有銷售人員的重要工具。你的公司可能有一個銷售計畫到位，如果是這樣的話，你一定要學習和遵循它。但是如果你沒有一個單獨的銷售計畫，你就錯過了一個將你的銷售提升到下一個水准的機會。

一個好的銷售計畫的兩個主要組成部分

一個好的銷售計畫有兩個主要組成部分：銷售策略和銷售戰術。

策略戰術是用來描述戰爭計畫的軍事術語。策略是關於戰爭本身：領導者想要完成什麼，他們選擇打哪場戰爭。戰術决定了個人戰鬥的方式。因此，從商業角度來說，一個策略可能是讓你所在社區的人瞭解你的公司，而相關的策略可能包括參加商會會議、在當地報紙上刊登廣告、在你的營業地舉辦活動、挨家挨戶等。

銷售計畫進一步細分為新的業務成長策略和戰術，以及現有的業務成長策略和戰術（例如向已有客戶銷售附加產品）。這四個組件為您的銷售計畫提供了一個框架，包含所有這些組件很重要。然而，這些組成部分的優先順序取決於您自己，這對您來說是有意義的。

如果你最近已經接觸到你現有的客戶，你可能會想集中精力購買新的客戶。如果你剛剛推出了一款與現有產品相匹配的新產品，那麼你的銷售計畫應該考慮到這一點，並把重點放在向現有客戶銷售上。

熟悉銷售配額、地區、產品和服務

在製定銷售計畫之前，您必須熟悉三個重要細節：銷售配額、銷售區域和產品和服務系列。

瞭解您的銷售配額有助於您製定一個讓您的經理滿意的計畫，並使您能够設計一個使傭金最大化的計畫，這將使您感到高興。瞭解你的業務範圍會讓你避免踩到你的銷售夥伴的脚趾。瞭解你的產品和服務有助於你定義你的潜在需求，這反過來給你一個現實的觀點，你如何和多少可以銷售。

修改銷售計畫

即使是最好的銷售計畫也需要定期修訂。你的配額、產品線、現有客戶群、行業的變化，甚至經濟的起伏都需要調整你的銷售計畫。至少，你應該每季度審查你的計畫，並决定是否需要做任何改變。把銷售計畫當作一份文件案，而不是一成不變的東西。

如果您在决定銷售策略和戰術時遇到困難，那麼您的銷售經理就是一個很好的資源。她通常能够更好地把握公司範圍內的銷售目標，並能够幫助您定制銷售計畫以實現這些目標，同時也能充分利用您的獨特機會。銷售團隊的其他成員也可以提供幫助。

問問你的明星銷售員，他們在他們的銷售計畫中包括了什麼，並把這些策略作為一個起點來發展你自己。

下面是一些有用的銷售策略及其戰術的示例，讓您開始瞭解這些策略。

• 超過我的配額25%：每週打50個電話，與潛在客戶進行20次面對面接觸，每週安排4次約會，每週向潛在客戶發送40封電子郵件問候。
• 向我的現有客戶平均每人銷售一種新產品：每週發出50封建議客戶評估的信函，每天打電話給5個客戶詢問他們的狀態，在購買後兩周內聯系每個新客戶以回答任何問題或疑慮。
• 新增本地客戶群：參加十二個網絡活動，為三個本地非營利組織做志願者，參加每一次商會會議。

謹慎展開你的銷售攻擊

你的競爭對手有優勢，也有弱點，就像你和你的公司一樣。如果你做了功課，參加了公司運營培訓，你應該對你的競爭瞭解得非常多，你會考慮在競爭性的銷售週期中製定了一個擊敗他們的攻擊計畫。

但是，如果你輕率展開攻擊，說你的競爭者如何的不堪，你可能會讓自己失敗。你必須採取謹慎你的銷售策略與行動。

攻擊會讓你看起來你在害怕

在他的戲劇《哈姆雷特》中，威廉·莎士比亞有一個人物說：“我認為，這位女士抗議得太多了。”通過這樣的話，他的人物揭示了她害怕她周圍發生的事情；指出如果有人爭論得太多，他們就會對這個話題表現出隱藏的恐懼。當你攻擊你的競爭對手時，你向你的客戶透露你害怕他們把你的競爭對手帶大。

一個强大的銷售專家應該製造出一種健康氛圍，讓你的客戶做合理的比較，顯示出比你競爭對手能夠帶來更多的價值。

攻擊使你的競爭對手的優勢有效

當你攻擊你的競爭對手時，你可能實際上在提高他們在你客戶心目中的感知價值。你的攻擊越猛烈，你越是告訴你的客戶你的競爭對手是你所害怕的人，並且你對他們與你的客戶有牽連感到緊張。

如果你對你對競爭對手如此恐懼和緊張，你的客戶會認為如果他們讓你如此擔心，他們一定有很高的價值。

你攻擊對手的時間越長，你為他們創造的價值就越大。如果你不停地說“他們有多壞”或者“他們的客戶服務有多差”，客戶就會開始想“你的公司有多好？你的客戶服務有多好？”。

攻擊通常會適得其反，為你創造一個更具挑戰性的銷售環境，為你的競爭對手創造一個更友好的環境。

走大路

與其攻擊你的競爭對手，不如花更多的時間在你的公司、你的產品以及你作為銷售代表的過程中創造價值。讓你的競爭對手走下坡路，在你走下坡路時向你發起攻擊，並將你的銷售工作集中在建立融洽關係和贏得客戶上。

一個挑戰是，當你的客戶遇到一個你知道在某些方面很弱的競爭對手，而不是“把記錄弄直”。例如，如果你知道你的競爭對手在他們的服務部門有嚴重問題，不告訴你的客戶這似乎是違反直覺的。然而，攻擊他們或“開示”你的客戶可能會導致你失去信譽。

將你的客戶推薦給另一個可以向您的競爭對手提供資訊的客戶，這一點要强大得多。採用這種方法實際上新增了你的價值，因為你在幫助客戶避免做出錯誤的决定的同時，又不走攻擊你的競爭對手的低路。

一個真正的專業人士的標誌

一個真正的銷售專業人員對他們的公司、產品和實現承諾的能力充滿信心。

一個真正的專業人士並不覺得有必要攻擊競爭對手，而是專注於什麼讓他比任何其他選擇更專業、更好的選擇。

一個真正的專業人士不會因為恐懼而做出反應，而是因為自信。他將贏得商界的尊重，並實現銷售職業所能負擔的“許多獎勵”。

Benefits vs. Features

為什麼現在銷售方式流行“試用”、“體驗”? 為什麼銷售員會說客戶試用體驗過後，客戶購買的機會就提高多了？

這就是銷售員銷售利益（Benefits）和銷售特徵（Features）的差異。

這有什麼差別？

特徵：你的商品或服務的架構、功能、性能的描述。

利益：客戶經由與你的商品或是服務而產生的情感連接。

例如，讓客戶試駕汽車，讓客戶坐在駕駛座上，握著方向盤，感受汽車的平穩舒適，看著窗外的景色，感受擁有汽車的自豪。這時，這名客戶感受到的不再是這輛車的“特徵”，而是擁有與駕駛汽車的經驗。又如，讓來店的情侶試戴鑽對戒，他們感受到的是即將互許終身，幸福的感覺，而比較少關注到鑽石的重量、戒指的黃金材質。

一名好的銷售員，要和你的客戶交談的是他的“心”，而不是他的“腦袋”！

所以，當你銷售商品或服務時，認真的問自己幾個重要的問題：

• 你的客戶是否會經由你的商品或是服務，獲得更好的生活、更好的方便、更多的樂趣？
• 他會樂於告訴他的朋友你的公司嗎？
• 沒有你的商品或是服務，他會錯過什麼？
• 什麼理由讓這名客戶感覺這個採購會讓他自己或是他的配偶感覺“值”？

當你回答完以上問題，你會發現吸引客戶採用你的商品或是服務的利益點。儘管你還是不自禁的會銷售你的商品或是服務的不可思議的特徵，但是，請永遠將你的客戶關切的利益放在心上。

當你持續的將你的客戶的情感感受放在第一順位，久而久之，你就有能力建立起一套推廣資訊，它會帶給你從未見過的銷售績效。

有效的銷售計劃

銷售計畫是所有銷售人員的重要工具。你的公司可能有一個銷售計畫，如果是這樣的話，你應該明確地學習和遵循它。但是如果你沒有一個單獨的銷售計畫，你就錯過了一個機會來提高你的銷售額到下一個層次。

一個好的銷售計畫有兩個主要部分：銷售策略和銷售戰術

戰畧和戰術是用來描述戰爭計畫的軍事術語。戰畧是關於戰爭本身：領導者想要完成什麼，他們選擇戰鬥。戰術决定了個人戰鬥是如何進行的。因此，從商業角度來說，一種策略可能是讓你所在社區的人瞭解你的公司，而相關的策略可能包括參加商會會議、在網站上上登廣告、在你的營業城市做商業促銷活動等。

銷售計畫進一步分解為新的業務增長的策略和戰術和現有的業務增長策略和戰術（例如向已經是客戶的人銷售附加產品）。這四個組件為你的銷售計畫提供了重要的框架。然而，你必須考慮其中的優先次序選擇。

如果你最近已經打動了你現有的客戶，你可能會想集中精力讓他購買新的產品。如果你剛剛推出了一種與現有產品相匹配的新產品，那麼你的銷售計畫應該考慮到這一點，並將重點放在銷售給現有客戶。

熟悉銷售配額、地域和產品和服務

在你製定銷售計畫之前，你必須非常熟悉三個重要的細節：你的銷售配額，你的銷售區域，以及你的產品和服務。

瞭解你的銷售配額有助於你製定一個計畫，讓你的老闆高興，也將使你能够設計一個計畫，最大限度地可以提高你的銷售傭金-這將使你快樂。瞭解你的地獄不會讓你踩到別的銷售人員的脚趾。瞭解你的產品和服務有助於你定義你的潛在客戶需求，這反過來又給你一個現實的看法，你能賣出多少？

修改你的銷售計畫

即使是最好的銷售計畫也需要定期修訂。當你的配額，你的產品線，你現有的客戶基礎，你的行業——甚至經濟起伏，發生改變了，都需要調整你的銷售計畫。至少，你應該每季回顧一下你的計畫，並决定是否需要做出任何改變。把銷售計畫看作是活的文件，而不是一成不變的東西。

如果你在銷售策略和戰術上有困難，你的銷售經理是一個很棒的資源。他通常會更好地掌握公司範圍內的銷售目標，並能够幫助你量身定制你的銷售計畫，以滿足這些目標，同時也充分利用你獨特的機會。你的銷售團隊的其他成員也可以幫忙。

問問你的團隊中的明星銷售員在銷售計畫中所包含的內容，並將這些策略作為發展自己的起點。

Effective sales plan

Sales plan is an important tool for all salesmen. Your company may have a sales plan, and if so, you should definitely learn and follow it. But if you don't have a separate sales plan, you miss an opportunity to improve your sales to the next level.

A good sales plan has two main parts: sales strategy and sales tactics.

Warfare and tactics are military terms used to describe war plans. The war zone is about war itself: what leaders want to accomplish, they choose to fight. Tactics determine how individual battles are conducted. Therefore, from a business perspective, one strategy may be to let people in your community know your company, and related strategies may include attending chamber meetings, advertising on the website, doing business promotions in your business city, etc.

Sales plans are further decomposed into new business growth strategies and tactics and existing business growth strategies and tactics (e.g. selling additional products to people who are already customers). These four components provide an important framework for your sales plan. However, you have to consider the priorities.

If you have recently impressed your existing customers, you may want to concentrate on getting them to buy new products. If you have just introduced a new product that matches the existing product, your sales plan should take this into account and focus on selling to existing customers.

Familiar with sales quotas, regions, products and services

Before you make a sales plan, you must be very familiar with three important details: your sales quota, your sales area, and your products and services.

Knowing your sales quota will help you make a plan that will please your boss and will also enable you to design a plan that will maximize your sales commission - which will make you happy. Knowing your hell won't let you step on the toes of other salespeople. Understanding your products and services helps you define your potential customer needs, which in turn gives you a realistic view of how much you can sell?

Modify your sales plan

Even the best sales plans need to be revised regularly. When your quota, your product line, your existing customer base, your industry -- and even the economic ups and downs -- change, you need to adjust your sales plan. At least, you should review your plan quarterly and decide whether you need to make any changes. Think of the sales plan as a living document, not a static thing.

If you have difficulty in sales strategy and tactics, your sales manager is a great resource. He will usually have a better grasp of Company-wide sales goals and be able to help you tailor your sales plans to meet these goals, while taking full advantage of your unique opportunities. Other members of your sales team can also help.

Ask your team's star salespeople what they have in their sales plans and use these strategies as a starting point for developing themselves.

物超所值的銷售

你的產品可能不是你所在行業中最低價的產品。但不要認為這是一個問題，事實上，更高的價格實際上可以幫助你的銷售工作。畢竟，每個人都知道這樣一句話：“你得到什麼，你付出什麼。”如果你能對你的潛在客戶展示出你的產品的價值大於你所要求的價格，你就不必擔心更便宜的競爭對手。

銷售價值，而不是基於價格的銷售，也會讓你有更好的客戶，不太可能甩掉你，而出現第二個更好的交易出現。

大多數失敗的銷售都是因為潛在客戶害怕改變。任何購買都需要改變潛在客戶的生活，而變化是可怕的。變化的影響越大，它就越可怕。成本在購買變化因素中起著很大的作用。如果一個潛在客戶面臨著在一個產品上花費大量的錢，這意味著他將沒有足够的錢花在其他潜在的購買上。昂貴的購買也喚起了害怕被撕開的恐懼。如果花了太多的錢在一個值得的產品上，對他是很尷尬的，並可能導致出現重大的問題。

你可以克服這兩個障礙，害怕改變和害怕被欺騙，通過對你的潛在客戶展示你的，為什麼你的產品值得這筆花費了，以及產品將如何在他的生活中發揮的是積極的改變而不是消極的。

如果你能證明這兩點對一個潛在客戶的滿意，你不應該可以贏得客戶採購。

提供客戶證言和評論

客戶證言、客戶推薦、科學數據和產品評論都是證明你觀點的好方法。客戶證言特別有助於鋪平你的道路，因為他們講述了一個在你的客戶中受益於你的產品的人的故事。

案例研究和發表評論也有助於顯示中立者也認可你的產品價值。必要時，你可以安排一名最好是在類似的行業或生活的情况下的現在用戶，來分享他的使用經驗給一名潛在的客戶。如此，這名潛在客戶會對你的產品有好的觀感。

在購買前提供試用的機會

另一種降低你的潛在客戶的風險感知，並給出產品價值的具體證據的方法是給他一個機會在購買之前試用產品。理想情况下，你可以提供不情願的潛在客戶免費試用你的產品幾天或幾周。如果你的公司或產品的性質使得免費試用很困難，看看你能否得到一個演示模型來進行銷售約會。如果你的潛在客戶能够操作產品，簡單地使用它，看看它如何在現實生活中工作，他將更放心的購買。

提供擔保

最後，如果你能提供擔保的話，昂貴的購買就不會那麼令人擔憂了。保證和退款可以降低新客戶的風險。如果你的產品是一種可能會破碎的類型，一個便宜的甚至免費的維修計畫是另一個選擇。

你也可以一個緊張的潛在客戶，安排提供一個延遲收費的計劃。這就給了他一個機會，在他需要把錢交給你的公司之前，讓產品通過它的步伐。

展示產品對潛在客戶的價值往往足以完全消除他對價格的抗拒。然而，一個已經做了一些研究的人可能已經發現了你競爭者的價格的細節。如果你的潛在客戶提出了一個特定的競爭對手可以較低的價格提供類似的產品，那麼，你挖掘更多細節。如果所提供的價格比你的價格低得多，那麼競爭者的產品可能缺乏重要的特徵，或者隱藏的成本沒有反映在公佈的數量中。

Value-for-money sales

Your product may not be the cheapest in your industry. But don't think it's a problem. In fact, higher prices can actually help your sales work. After all, everyone knows the phrase, "What do you get, what do you give?" If you can show your potential customers that your product is worth more than the price you want, you don't have to worry about cheaper competitors.

Sales value, rather than price-based sales, will also give you better customers, and it is unlikely to dump you for a second, better deal.

Most failed sales are due to potential customers' fear of change. Any purchase needs to change the lives of potential customers, and the changes are terrible. The greater the impact of change, the more terrible it is. Cost plays an important role in the factors of purchase change. If a potential customer is faced with spending a lot of money on a product, it means that he will not have enough money to spend on other potential purchases. Expensive purchases also arouse fears of being torn apart. If you spend too much money on a worthwhile product, it will be embarrassing for him and may lead to major problems.

You can overcome these two obstacles, fear of change and fear of being deceived, show your potential customers why your product is worth the cost, and how the product will make positive changes in his life rather than negative ones.

If you can prove that these two points are satisfactory to a potential customer, you shouldn't be able to win customer purchases.

Provide customer testimony and comments

Customer testimony, customer recommendation, scientific data and product reviews are all good ways to prove your point of view. Customer testimonies are especially helpful in paving your way because they tell the story of a person who benefits from your product in your customers.

Case studies and comments can also help show that neutrals also recognize the value of your product. If necessary, you can arrange for an existing user, preferably in a similar industry or life, to share his experience with a potential customer. In this way, this potential customer will have a good view of your product.

Provide trial opportunities before purchase

Another way to reduce your potential customer's risk perception and provide specific evidence of product value is to give him an opportunity to try out the product before buying it. Ideally, you can offer unwilling potential customers a free trial of your product for a few days or weeks. If the nature of your company or product makes free trials difficult, see if you can get a demo model for sales appointments. If your potential customer can operate the product, simply use it and see how it works in real life, he will be more assured to buy it.

Provide guarantee

Finally, if you can provide guarantees, expensive purchases won't be so worrying. Guarantee and refund can reduce the risk of new customers. If your product is a potentially fragmented type, an inexpensive or even free maintenance plan is another option.

You can also arrange for a tense potential customer to provide a plan for delaying charges. This gives him an opportunity to let the product go through its pace before he needs to hand over the money to your company.

Showing the value of a product to a potential customer is often enough to completely eliminate his resistance to price. However, someone who has done some research may have found the details of your competitor's price. If your prospective customers suggest that a particular competitor can offer similar products at a lower price, then you dig for more details. If the price offered is much lower than yours, the competitor's product may lack important features or hidden costs are not reflected in the published quantity.

為何消費者購買他們買的？

作為中小企業主，你有必要了解消費者為何購買他所購買的商品？你有必要認識消費者對行銷的回應行為。若是不能理解消費者“為何”要購買，廣告就不會有效。

即使你採用社交媒體，那也不是全部答案。社交媒體只是讓你了解客戶，以及讓客戶了解你 的溝通管道之一。用社交媒體來刊登廣告，但是可以用來和客戶建立關鍵的關係。我們應該如何做呢？

• 我們花時間傾聽他們的意見，並確定他們的需求。
• 然後，我們以真正滿足他們需求的作法來展示我們的產品或服務。
• 支持你的產品和服務。如果你不這樣做，你不僅會失去你擁有的客戶，而且會耗盡獲得新客戶的機會。
• 說出你的意思，並認真對待你所說的話。只要我們多一些誠信，我們的底氣也會增加。
• 建立與顧客的情感聯系，這是創造顧客忠誠度的一種作法，而不僅僅是讓客戶重複購買。如果你不去接觸他們，他們會為什麼回頭，為什麼他們要忠於你？

如果你能積極地遵循這五件事，我向你保證你的生意會增長。如果你選擇忽略它們，你很可能明年就會破產。與客戶建立關係，瞭解購買背後的“為什麼”真的很重要。

Why do consumers buy what they buy?

As a small and medium-sized enterprise owner, it is necessary for you to understand why consumers buy the goods they buy. It is necessary for you to understand consumers' response to marketing. If you cannot understand why consumers buy, advertising will not be effective.

Even if you use social media, that's not the whole answer. Social media is just one of the communication channels that let you know your customers and let them know about you. Advertising with social media can be used to build critical relationships with customers. What should we do?

• We spend time listening to them and identifying their needs.
• Then, we show our products or services in a way that really meets their needs.
• Supporting your products and services. If you don't, you will not only lose the customers you own, but also run out of opportunities to get new customers.
• Say what you mean and take what you say seriously. As long as we have more integrity, our morale will increase.
• Establishing an emotional connection with customers is a way to create customer loyalty, not just repeat purchases. If you don't touch them, why will they turn around and why should they be loyal to you?

If you follow these five things actively, I can assure you that your business will grow. If you choose to ignore them, you will probably go bankrupt next year. It's really important to build relationships with customers and understand the "why" behind purchases.

建立一個成功的銷售夥伴

如何建立銷售夥伴？

1. 應該與誰建立銷售聯盟？當你開始選擇合作夥伴時，想想他可以帶給你什麼樣的價值。他應該具有帶給你可以增加銷售機會的影響力。去尋找在行業裡的高手或是專家，問問他是否願意與你建立夥伴關係。去找一個在特定市場領域內，比你強大，或是他可以命中潛在客戶的成功機會，比你自己去耕耘的效果好。最後，你也可以選擇非常喜愛你的產品或服務的人，做為你的銷售夥伴。

2. 如何支付酬勞給銷售夥伴？永遠只以傭金支付酬勞給銷售夥伴。就像多數的業務人員，如果他沒有功用就什麼都拿不到。他們貢獻愈多，就可以獲得更多傭金。然而，由於每個銷售合作夥伴的狀況不容，你必須考慮提供不同的報酬結構。

3. 如何激勵銷售夥伴？即使是最優秀的銷售夥伴，也是需要激勵的。這裡有兩個要訣：讓他操作簡單、讓他覺得有利可圖！你的銷售夥伴是很忙碌的，你必須盡可能做好對他的支持。還有，你必須慷慨一些。只要讓他操作起來簡單，以及讓他覺得有利可圖，那麼，你的銷售業績就會飛躍成長。

 Establish a successful sales partner

1. Who should establish a sales alliance with? When you start choosing partners, think about the value they can bring you. He should have the power to increase your sales opportunities. Find an expert or expert in the industry and ask him if he is willing to build a partnership with you. Find a chance to succeed in a particular market area that is stronger than you, or that he can hit potential customers, better than what you cultivate yourself. Finally, you can choose someone who likes your product or service very much as your sales partner.

2. How to pay the sales partners? Always pay only commission to sales partners. Like most business people, if he has no function, he can't get anything. The more they contribute, the more commissions they can get. However, since the situation of each sales partner is not acceptable, you must consider offering a different compensation structure.

3. How to motivate sales partners? Even the best sales partners need incentives. Here are two tips: make it easy for him to operate and make him feel profitable! Your sales partner is busy and you have to support him as well as you can. And you have to be generous. As long as it's easy to operate and makes him feel profitable, your sales will grow by leaps and bounds.

銷售團隊應該能夠執行公司策略

公司策略不能得到實現，經常是由於銷售員只關注在其銷售數字目標，而忽略了公司的總體策略。如果你希望銷售團隊能夠確實執行公司策略，你要確保以下三件事能夠實現：

1. 銷售人員能夠發展理想的客戶。通常，銷售人員會追逐容易達成的交易項目，而不重視選擇對公司長期發展有幫助的客戶。你要確保你的銷售團隊在發展公司期待的理想客戶，並堅持你的期待。
2. 如果公司改變了策略，也請銷售人員配合調整。在公司策略改變后，銷售人員必須配合調整他的行銷作法。
3. 銷售團隊必須滿足客戶的需求。銷售員必須深入了解客戶的發展目標，提供深入建議，提供解決方案。

Sales teams should be able to execute corporate strategies

Corporate strategy can not be achieved, often because salesmen only focus on their sales figures, but ignore the company's overall strategy. If you want the sales team to actually implement the company's strategy, you need to make sure that the following three things can be achieved:

1. Salesmen can develop ideal customers. Usually, salespeople will pursue easy-to-reach business projects rather than focusing on choosing customers that are helpful to the company's long-term development. You need to make sure that your sales team is developing the ideal customers the company expects, and stick to your expectations.
2. If the company changes its strategy, ask the salesperson to cooperate with the adjustment. After the company's strategy changes, the salesman must cooperate with him to adjust his marketing practices.
3. The sales team must meet the needs of customers. Salesmen must have in-depth understanding of customer development goals, provide in-depth recommendations, and provide solutions.

以堅實的銷售戰略來提高競爭優勢

在今天的商業活動中，大小企業都在尋找通過競爭優勢贏得銷售的每一個機會。精明的企業主知道銷售策略可以創造競爭優勢。

銷售主要包括兩大功能：戰略和策略。銷售戰略是銷售活動的總體計畫：達到客戶的方法、競爭的差異和可用的資源。戰術涉及日常銷售：勘探、銷售過程和後續行動。

銷售策略是非常重要的，但同樣重要的是銷售戰略。競爭優點是重要到不能輕易忽視：

• 通過瞭解客戶的關鍵心理來提高成交率
• 過瞭解如何改進來提高客戶忠誠度
• 通過外部建議縮短銷售週期
• 超越競爭對手提供最好的解決方案

三層銷售策略

任何一種計畫的發展都是從研究開始的。獲得競爭優勢的洞察力來自市場，而不是來自你的頭腦。使用的方法是我所說的“三層銷售策略”，看看你的客戶和外界對他們業務的影響。接近所有三層瞭解您的客戶。

第1層：協會-你的目標客戶屬於什麼關係？聯系會員總監，建立關係，不是為了銷售，而是瞭解會員的需求。

第2層：供應商-確定向你的客戶銷售的非競爭性供應商。瞭解他們的挑戰，尋找合作夥伴的解決方案。

第3層：客戶-直接與客戶合作，詢問他們的需求，以及你的業務是否提供了可能的解決方案。

一個典型的小會計師事務所的故事是開發“三層銷售戰畧”的一個很好的例子。

這家公司决定把獨立的卡車司機作為會計服務的對象。

這家公司的競爭對手是一家大會計公司。這樁小生意接近卡車司機協會，並獲悉他們的一個成員關心的是為一輛新汽車籌措資金。

隨著汽車的供應商討論，揭示融資僅被準予的卡車司機提供的財務報表後。財務報告通常由一家大型會計師事務所準備，他們在自己的時間和辦公室裏安排約會。

拼圖的碎片現在拼在一起了。客戶是關鍵資訊的最後一部分。卡車司機都受到來訪的會計師事務所給您帶來的不便，因為他們在路上花的時間。最好的解決辦法是將會計服務按照他們的條件和時間提供給客戶。

小會計部已經製定了明確的銷售策略：為卡車司機準備財務報表，為卡車製造商尋求融資。所有銷售線索將從供應商處提交。這一策略對協會、供應商、客戶和會計師事務所都是雙贏的。

這個故事的寓意是通過觀察等式、戰術和戰畧的兩面來獲得競爭優勢。

使用三層的方法來贏得業務，比大公司在你的市場。

Improving Competitive Advantage with Solid Sales Strategy

In today's business activities, large and small enterprises are looking for every opportunity to win sales through competitive advantage. Smart business owners know that sales strategies can create competitive advantage.

Sales includes two main functions: strategy and strategy. 

Sales strategy is the overall plan of sales activities: ways to reach customers, differences in competition and available resources. Tactics involve daily sales: exploration, sales process and follow-up.

Sales strategy is very important, but equally important is sales strategy. Competitive advantages are too important to be easily ignored:

• Improving the turnover rate by understanding the key psychology of customers
• By understanding how to improve customer loyalty
• Shorten the Sales Cycle through External Recommendations
• Beyond competitors to provide the best solution

Three-tier Sales Strategy

The development of any plan starts with research. The insight to gain competitive advantage comes from the market, not from your mind. The method used is what I call a "three-tier sales strategy". Look at the impact of your customers and the outside world on their business. Get close to all three tiers to understand your customers.

Level 1: Association - What kind of relationship does your target customer belong to? Contact member directors to establish relationships, not for sales, but to understand the needs of members.

Level 2: Suppliers - Identify non-competitive suppliers that sell to your customers. Understand their challenges and find solutions for partners.

Layer 3: Customers - work directly with customers, asking them about their needs, and whether your business offers possible solutions.

A typical story of a small accounting firm is a good example of developing a "three-tier sales strategy".

The company decided to target independent truck drivers as accounting services.

The company's competitor is a large accounting company. The small business is close to the Truck Drivers Association and one of its members is concerned about raising money for a new car.

Following discussions with automobile suppliers, it was revealed that financing was provided only by approved truck drivers. Financial reports were usually prepared by a large accounting firm, which arranged appointments in their own time and office.

The pieces of the jigsaw puzzle are now put together. Customers are the last part of the key information. Truck drivers are inconvenienced by visiting accounting firms because of the time they spend on the road. The best solution is to provide accounting services to customers according to their conditions and time.

The small accounting department has formulated a clear sales strategy: preparing financial statements for truck drivers and seeking financing for truck manufacturers. All sales leads will be submitted from suppliers. This strategy is win-win for associations, suppliers, customers and accounting firms.

The moral of this story is to gain competitive advantage by observing the two sides of equation, tactics and strategy.

Use a three-tier approach to win business than big companies in your market.