如何利用久经考验的成交技巧在销售谈判中取胜

销售管道大师班第七部分

窗户上挂着 "关闭 "的牌子，比喻关闭技术的结果 — 摄影师 Benedikt Geyer | 来源： Unsplash

You’re now managing your pipeline well, with a clear view of the high-quality opportunities you have. The next step is to take your sales process forward, negotiate and close those deals. But it won’t be easy. Most closing techniques require a very strategic approach.

This post is Part Seven in a new Masterclass series on how to build your sales pipeline. Building a strong sales pipeline is the #1 key to sales success. That’s why we created this indispensable step-by-step guide, to teach you how to build your pipeline the right way.

- Jeroen Corthout，联合创始人 Salesflare，面向小型 B2B 公司的易用型销售 CRM

In this article, we’re going to cover how to nail your negotiation using proven closing techniques and how to remain in the game for the long run.

1.结束技巧

No matter how well optimized your sales process is, closing remains one of the hardest aspects. Getting people to commit to your business doesn’t just require a strategic approach, but also delving into the client’s mindset. Here are some of the tactics that always work:

1. The ‘best you could get’ close

这是指潜在客户确信你所带来的价值，但希望从你这里获得额外的好处。通常情况下，销售人员会提出一个让潜在客户害怕错过的报价，促使他们立即购买。

For instance, you could mention that you’re offering a special 20% discount to your first ten customers only.

2. The ‘try it before you buy it’ close

A lot of your prospects will want to try or test your product before signing the deal. They want to be sure of the value you bring to the table and if you’re really a good fit for them. That’s why sales processes that include a trial of the product, have a higher closure rate.

Be sure to qualify your leads well. You don’t want to end up investing a lot of effort into a lead that won’t convert at the end of the trial period.

3. The ‘impressive package’ close

Imagine you’re reading an ebook on sales and get to the end. No matter how attentively you went through all the chapters, a structured summary, acting as a convenient recap will help you clearly formulate the next steps to take in your sales process. The same holds true when closing a deal.

手持灰色和红色盒子的女性特写摄影 — 摄影师 Kira auf der Heide | 来源： Unsplash

实施这一策略的方法是总结您所建立的所有价值点，创建一个令人印象深刻的功能及其优势包。这有点像电子书末尾提供的可打印清单。

4. The ‘assumptive’ close

在这种情况下，专业销售人员假定潜在客户认为他们的产品有价值，并会购买。如果你能确保销售过程中的每一步都能为潜在客户带来足够的价值，那么这就是一个很好的策略。

The key here is to remain confident about what you’re selling and make sure you know the prospect’s perspective at every stage. Regular temperature checks will help ensure that you’re still on the same page.

5. The ‘sharp angle’ close

大多数 B2B 潜在客户都会要求降价，或至少要求附加条款。如果您有提供折扣的余地或得到批准，这种策略的转化率可能会更高，因为它能提供即时的满足感。

因此，如果您的潜在客户要求附加服务，请给他们附加服务，然后要求他们立即签订合同。

6. The ‘question’ close

It’s important for sales reps to ask questions about the prospect’s challenges and goals during the sales process. But even when you’re coming to a close, questions can help eliminate any possible objections that the prospect may have regarding the purchase.

A simple question asking if they feel what you’re offering solves one of their pressing challenges gives you the chance to further nurture the connection before ending the meeting. It’s best to address any confusion your prospects might still have before leaving them to their own thoughts.

7. The ‘hard’ close

客户喜欢那些希望为他们带来附加值而不仅仅是销售产品的企业。然而，有时即使是世界上所有的好处都无法让客户最终做出购买决定。在这种情况下，硬性成交将帮助您达成交易，并使销售流程继续向前推进。

If you think there is no other way to close the deal anymore, use the hard close. Ask the prospect if they’re interested in buying your product or not. If the answer is no, immediately move them out of your pipeline so you can focus on other opportunities.

2.谈判要有原则，而不是立场

Just as you’d like to bag the best price on a product you find in the market, a B2B sales deal includes a lot of bargaining and negotiation. Sometimes it is all about the price and at other times, it only takes a few add-ons, like features, extra monthly trials and support.

让双方双赢的唯一方法就是倾听。以下是您在谈判时应遵循的六大成交技巧。

1. Don’t conflate the problem with the people

When closing a deal, you’re focusing on bagging a sale and it is common to forget that there are people on the other side. They have their own opinions, values, backgrounds and feelings that contribute to the way they interact with you or make a purchase decision.

因此，与其试图用让步来弥补他们的犹豫，不如先试着理解他们的观点。这将帮助你避免在签署协议的谈判过程中发生冲突。

两个人坐在办公桌前看着白色平板电脑 — 摄影师生像素 | 来源： Unsplash

2.关注兴趣，而不是立场

In most cases, we tend to start negotiations by stating our position to clarify our hold on the situation. For example, saying that you’re a sales expert with 10 years of experience in the industry before you even begin a discussion, is like indicating you’re superior. And setting that tone leads to nothing but clashing egos.

因此，重点在于识别潜在客户的兴趣，而不是怂恿他们分享自己在公司的职位。了解是什么促使他们购买，然后分享自己的兴趣。

这将有助于双方敞开心扉，共同探索机会，从而增加达成交易的几率。

3.控制情绪

The point of a negotiation is to discuss anything and everything around the B2B deal. Both parties should be able to freely express their emotions concerning the deal – be it a worry they have about the product or the vision of the business they’re engaging with.

为了避免负面情绪，请确保在潜在客户表达情绪时，你能认真倾听。这不仅能帮助你避免任何争执，还能让你有机会进一步了解他们的需求。

4.经常表示感谢

If you’re taking out time to do something that is important to the other, you want to be given a little credit for it. No one likes to feel unappreciated and that especially holds true while you’re in negotiation.

努力真正理解潜在客户的观点，并通过语言和行动传达出来，以此表达你对他们的感激之情。即使这意味着要感谢他们阅读了你展示的销售资料。

5.保持积极的氛围

以积极的方式交流 is the most effective way of getting a yes on the deal. Instead of stressing how a prospect isn’t understanding the value you offer, put a positive spin on the sentence. Try aligning your value proposition with what the prospect is saying instead of trying to forcibly get them to agree with your point of view.

保持客户至上的谈判和成交技巧可提高转化率。

6.避免行动与反应的循环

Every action has a reaction. But that’s exactly what you should be avoiding during negotiations. If the prospect does not see value in your offer, don’t react sharply to it. Instead, try to understand what they’re not liking about it and how you can make it better for them.

这样做将有助于您发现更多与潜在客户合作的机会，了解阻碍他们购买的原因，并提供符合他们利益的交易。

But most importantly, remember to determine the prospect’s perceived value of your product before beginning negotiations. And always focus on adding value to the prospect than selling your product!

3.监控潜在客户的行为

Good closing techniques continue after a successful sales meeting: it’s important to keep reaffirming the value you bring to the prospect and to keep a close eye on how they interact with your business post the closing meet and even post-sales.

黑塔观察器 — 摄影师 Viviana Rishe | 来源： Unsplash

Track every move your prospect makes: follow-up email opens, click-through rates and what they interact with on your website. How they interact with your business indicates their level of understanding of what you offer, their possible lingering doubts and what they’re most interested in exploring. Moreover, it enables you to reach out to them at the right time, with the right message.

需要注意的事项包括

他们是否打开了您的后续邮件？
他们访问过您的网站吗？
他们正在详细查看哪些功能？
他们是否在重新考虑您的定价？
他们是否在寻找客户案例研究和推荐信，以便更好地了解您所提供的价值？

Doing so helps you understand the prospect’s needs better, what they are thinking about or are interested in. This then helps you custom-fit specific closing techniques to different prospects to get more conversions.

Salesflare 等智能 CRM 系统可帮助您跟踪潜在客户与您分享的电子邮件、链接和网站的互动情况。然后，它将为每位潜在客户存储这些信息，并向您发送有关其活动的实时通知，这样您就可以调整您的成交技巧，并以明智的方式跟进他们。

但最后，请记住

4.始终关闭

No matter what closing techniques you’re using, B2B leads take a while to close.

There are multiple decision-makers involved in the sales process; sometimes even in individual stages. So don’t get stuck following up one single lead.

Remember to keep moving your high-opportunity leads to the next step before they lose interest in what you’re offering. Continually nurture them and keep track of their changing needs to tailor your sales process for more closures.

But most importantly, don’t be afraid to close leads. If a prospect is taking too long to make a decision or isn’t interested in your product at the moment, move them to your nurture list and reshift your focus to follow up with better leads.

Always work towards the next step and don’t be afraid to close leads. Have a straightforward sales meeting to get an answer from prospects that are taking too long to make a purchase decision.

毕竟，只有不断优化资源，专注于更好的机会，才能在销售过程中保持领先地位。

All set to take on the next sales meeting with these negotiating and closing techniques? Well, don’t forget to tune in next week for 销售管道大师班第八部分：如何获得更多的 B2B 销售推荐.需要复习？返回阅读第六部分：如何像专家一样管理销售管道.