正确的推销是很棘手的。您想给您的潜在客户留下好印象,但您也不想给人留下太咄咄逼人的印象。
在这篇文章中,我们将通过良好的实践来编写有效的销售宣传,并提供模板,供您在创建自己的销售宣传时使用。
所以,无论您是刚开始做销售,还是正在寻找方法来改善你目前的销售想法,请阅读一些有用的建议。
推销是接触潜在客户和推广您的产品或服务的最有效方法之一。如果做得正确,一个强有力的陈述可以成为帮助您达成交易和促进业务的有力工具。
一篇写得很好、表达得很好的销售演讲将帮助您在竞争中脱颖而出,以最好的方式展示您的产品,在潜在客户中建立信任和信誉,并说服他们采取行动。
如果您想做一个商业计划书,在实体店面对面的交谈,或者一个电话。然而,要将其扩展到电子邮件,社交媒体信息,甚至视频/网络研讨会。
标题将取决于您使用的格式和推销的类型。例如,如果您正在发送一封电子邮件推销,主题行就是您的标题,它可以包括一个吸引潜在客户的钩子。
另一方面,亲自进行的推销会有标题供您参考。
标题应该清晰简洁,这样您的潜在客户就会知道您的主题是什么。它还应该吸引注意力,以说服收件人或用户打开(如果适用),阅读/观看/倾听您的讲话。
一些更有用的建议包括:
推销的目标是抓住潜在客户的注意力,并鼓励他们更多地了解您的报价。一个伟大的推销应该激起潜在客户的好奇心,并向他们传达明确的价值,所以有时少即是多,快速切入重点是最重要的因素。
您需要练习和技巧来学习如何创建和交付一份商业计划书,让您的目标受众产生共鸣,并说服他们采取行动。
无论哪种类型,只要遵循以下几个步骤,您就能轻松写出完美的推销:
了解您的目标市场 – 研究将有助于为您的推销建立价值基础,增加您的潜在客户回应的机会。了解您要向谁推销,他们或他们的公司是做什么的(例如,您熟悉他们的最初故事吗?),以及他们的目标可能是什么。
关注潜在客户的需求 – 只谈论您的产品是让听众失去兴趣的最快方式。您的宣传应该是关于客户的,所以想想您的产品给他们带来了什么价值。例如,降低成本、提高效率和/或消除手工任务比一系列功能更能引起人们的共鸣。
选择正确的渠道 – 考虑对潜在客户和他们所在的行业进行推销的最佳方式是什么。在更传统的行业里,打电话可能是联系某人的最佳方式,而在一家创新的初创公司里,社交媒体信息可能会打通收件人。然而,如果您在一个渠道上没有收到回应,您应该在放弃之前尝试另一种方法。
个性化您的推销 – 虽然从模板开始是个好主意,但它应该根据您推销的方式和对象而有所不同。在电子邮件中使用不同于在社交媒体上使用的语言。
告诉潜在客户下一步的行动 – 总是以号召他们采取行动来结束,让他们知道该怎么做。
要想成功地进行推销,您需要在一个电话脚本示例中包含以下几个元素:
介绍 – 您是谁,为什么要推销
勾点 – 用来吸引潜在客户注意力的一句话(如果还没有在邮件的主题行中使用)
背景 – 一个简短但有吸引力的价值主张,说明您为什么要联系您的销售线索
对产品或服务的描述 – 它是什么以及它如何帮助客户实现他们的目标
数据、案例研究、成功故事、市场研究、客户评论 – 这些都是潜在客户应该继续与您接触的证据
您的报价 – 您在卖什么,为什么这是一笔好交易
行动号召 – 您希望潜在客户做什么
Hi [Recipient’s Name],
I’m [Your name] from [Company Name]. I’m reaching out because we offer a [product/service] that I think could be a great fit for you.
Our [Product/Service Name] is a [Description], and it can help you thanks to its [List of Benefits]. This can be of great help with solving [Pain Point], as many of our existing customers have experienced.
If you’re interested in learning more, I’d be happy to send over some additional information or arrange a time to give you a demo.
However, I wanted to let you know that I can currently offer it to you at the special price of $[X per month/year/for a one-off purchase], as long as you buy before [Date].
Thank you for your time, and I’d be happy to answer any questions you may have.
Best wishes,
[Your name]
Hello [Recipient’s Name],
If you’re like most of our customers, you’re probably looking for ways to [Pain Point]. Luckily, we have some great solutions that can help you.
Here are [X] ways to solve [Pain Point]:
• [Solution 1] – [Description]
• [Solution 2] – [Features]
• [Solution 3] – [Benefits] …
Please take a look at our website [URL] where you can find further information.
Kind regards,
[Your Name]
P.S. If you have any questions, feel free to email me at [Email Address] and I’d be more than happy to answer any doubts you may have.
Hey,
[Company Name] can offer [Benefits] for you.
Get back to me and I’d love to tell you more.
Best,
[Your Name]
Dear Investor,
I am excited to share my latest startup with you. Our mission is [Mission]. We are currently seeking $[X] in funding to help us scale our operations. In return for your investment, you will receive [Y]% equity in the company.
We have a strong team of [Industry] experts who are dedicated to [Mission]. We have recently had success with [Accomplishments].
We believe that now is the perfect time to invest in our company. With your help, we can make a positive impact on the world.
Thank you for your time and consideration. If you would like to discuss this opportunity further, please don’t hesitate to contact me at [Email Address] and I’d be happy to chat with you.
Sincerely,
[Your Name]
Hello [Recipient’s Name],
Are you looking for a way to [Goal]? If so, then I have the perfect solution for you.
My name is [Your Name] and I am a [Position] at [Company Name]. We are a [Company Type] that specializes in [Speciality]. What makes us different from other companies in our industry is [Unique Selling Point].
We have a team of highly skilled and experienced professionals who are passionate about helping our clients achieve their goals. To date, we have helped [X] clients achieve [Achievements].
If you would be interested in talking further about a potential collaboration, we arrange a meeting at a time of your convenience.
Speak soon,
[Your Name]
Hi [Recipient’s Name],
I’m [Your name] from [Company Name]. I was browsing on [Twitter/LinkedIn/etc.] and came across your profile.
After reading your bio, I thought you might be interested in our [Product/Service]. It is a great solution for [Pain Point] thanks to its [Benefits].
Please let me know if you would like to learn more about it, and we could arrange a time to chat.
Thanks for your time and have a great day,
[Your Name]
Hi, [First Name]!
Thanks so much for answering, my name is [Your Name] and I am a [Position] at [Company Name]. The reason for my call today is that we offer a [Product/Service] that I think would be perfect for you and your team.
I understand how busy you are, so I’ll just give you a quick overview of what we offer. Our [Product/Service] helps our customers overcome a common problem that they face, which is [Pain Point].
This is because it is [Description], with functionalities such as [Features].
I’d be more than happy to send over additional details via email to arrange a time for a demonstration if you’re interested.
Many thanks again for your time,
[Your Name]
根据客户的具体需求量身定制。
保持简洁 – 不要试图在您的推销中塞进太多信息。抓住要点,解释清楚。
要有说服力 – 使用强有力的论据和令人信服的语言来证明您的观点。
准备好回答问题 – 您的潜在客户很可能会询问您所提供的更多细节。准备好回答他们可能会问的任何问题,这样您就可以让谈话继续下去。
考虑一下您的语气和肢体语言 – 您推销的方式和您说的内容一样重要。友好和积极,公开和自信地展示。
练习,练习,再练习 – 您排练得越多,您的推销就会越好。
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推销是销售人员武器库中最重要的工具之一。它们可以成就一笔交易,也可以破坏一笔交易,所以必须正确地处理它们。
通过遵循这些技巧和良好的实践,并根据不同潜在客户的个人需求,为特定情况创建最佳销售脚本,下次您就可以自信地完成一次成功的推销。
第一个错误是使用过于熟悉的问候语,比如“周末过得怎么样?”,如果您之前没有见过对方,这会让对方马上放弃。另一个是使用太多的“我”陈述,因为花时间谈论您自己而不是您的工作通常是浪费的。
一些会影响客户购买意愿的因素包括他们对产品或服务的需求或渴望、他们是否有资金、情况的紧迫性(例如有时间限制的报价),以及他们对销售公司和您作为推销人的感觉。
如果您的信息太笼统,可能就不能成为成功的推销。因此,如果它可以交付给任何潜在客户,那么它几乎肯定不能充分地为您当前交付的客户量身定制。相反,在开发阶段对产品特性或功能进行过于复杂的解释也会吓跑尚未准备好讨论解决方案细节的潜在客户。
最重要的是要避免做出您无法实现的承诺,这会降低您推销的影响力,因为如果您的潜在客户继续购买,他们最终会对您的报价感到失望。最好从一开始就对您的产品/服务保持现实的态度,让它们的优点(以及任何缺点,为了可信度)为自己说话。
在整个过程中,推销对于吸引观众的注意力至关重要。讲述与您的产品或服务相关的客户故事。考虑一下您的肢体语言和语调,因为您想给人留下自信和热情的印象,而不是傲慢或咄咄逼人。试着与您的听众建立融洽的关系,让他们在敲定交易之前感到舒服。
感谢您的听众花时间听您的销售演示,让他们知道您很快会跟进他们,重述演示的要点(即提醒他们使用您的产品或服务的好处),并提出开放式的问题。最后,请潜在客户做出承诺,可能只是注册订阅或同意未来的会面,而不是立即购买。
通常,在您已经建立了信任关系,并了解了您要推销的人的需求之后。如果可能的话,在演讲之前建立可信度和融洽关系是很重要的,这样听众更有可能接受您的信息。考虑一下潜在客户是否已经熟悉您所提供的东西,或者他们是否有兴趣购买。
这可以是您在一个会议上遇到的人的电梯游说,然后再发一封电子邮件。电梯演讲是在乘电梯从一层楼到另一层楼的过程中进行的非常简短的销售演讲,在这种情况下,您的演讲需要足够简洁和吸引人,以在短暂的时间内吸引听众的注意力。
有些推销可能更激进,而另一些则更微妙,有些侧重于产品功能,而另一些则着眼于客户基础的利益。在任何情况下,最有效的推销方式都是与客户进行有效的沟通,与他们产生共鸣,并帮助他们了解产品如何满足他们的特定需求。
当您专注于客户的需求而不是您的产品或服务的特点时,您表明您理解他们的问题,并有兴趣帮助他们解决问题,而不是把自己的利益(即销售)放在第一位。这会创造一种信任感和融洽感,这使得他们更有可能愿意听您说什么,并最终从您那里购买。
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