《专业的销售技巧》课程目录
（三天版内容）培训师：刘涛海
培训目标:
通过系统的销售知识与技能培训，让销售人员对销售工作有全面的认知，并具备市场拓展的初级能力。
培训方法：
知识点讲解＋角色扮演＋案例谈论＋视频分析
培训内容：
第一篇 成为专业销售人才····················································
第一章 您的目标——成为专业销售人才······················································
1—1 专业销售人才是训练出来的···················································
1—2 您够专业吗·······································································
1—3 您能学到这些专业销售技巧···················································
第二篇 专业销售技巧··························································
第二章 销售准备技巧··········································································
2—1 准备①——专业销售人的基础准备···········································
2—2 准备②——销售区域····························································
2—3 准备③——准客户·······························································
2—4 准备④——销售计划····························································
第三章接近客户的技巧（Approach）·······················································
3—1什么是Approach，····························································
·Approach的含意
·Approach注意点
3—2 什么是Approach，Talk·····················································
·Approach Talk步骤
·Approach Talk范例
3—3电话接近客户的技巧··························································
·电话技巧的五个步骤
·电话接近技巧范例
3—4直接拜访接近客户的技巧·····················································
·购买欲望的五个Check Points
·购买能力的三个Check Points
·面对Receptionist的技巧
·面对秘书的技巧
·会见Key man的技巧
3—5使用信函接近客户的技巧·····················································
第四章 进入销售主题的技巧·································································
4—1进入销售主题的技巧··························································
·进入销售主题的时机
·进入销售主题的技巧
·开场白范例
第五章事实调查的技巧········································································
5—1事实调查········································································
·什么是事实调查
·要调查什么
5—2向谁做事实调查································································
Key man
·使用单位
·采购单位
5—3如何做事实调查································································
·事前的调查
·观查法
·直接询问法
·问卷调查法
第六章 “询问”与“倾听”的技巧·························································
6—1开放式的询问···································································
·什么是开放式询问
·开放式询问范例
6—2封闭式的询问···································································
·什么是封闭式询问
·封闭式询问范例
6—3什么是积极的倾听·····························································
6—4倾听的技巧·····································································
·培养积极倾听的技巧
·让客户把话说完并记下重点
·乘持客观开拓的胸怀
·对客户所说的话不要表现防卫的态度
·掌握客户真正的想法
第七章 将特性转换成利益的技巧····························································
7—1特性及利益·····································································
·特性（Feature）根据不同目标客户，选择不同销售模式
·优点（Merit）
·特殊利益（SpecificBenefit）
7—2将特性转换成利益的技巧·····················································
·产品特性转换成特殊利益的销售话语范例
第八章 产品说明技巧··········································································
8—1什么是Presentation·························································
·Presentation的目的
·Good Presentation的特征
8—2Presentation的技巧·························································
·Presentation的两个原则
·Presentation的步骤及指引
·Presentation范例
·其它注意点
（1）不要顶撞客户
（2）维持良好的商谈气氛
（3）时机
（4）预做Sales Talk准备
（5）运用Sales Aid
第九章 异议处理技巧··········································································
9—1 异议（Objection）的含意···················································
·异议是什么
·异议的种类
·专业销售人对异议应有的基本态度
9—2 了解异议产生的基本原因···················································
·原因在客户
·原因在销售代表本人
9—3 异议处理技巧①忽视法······················································
9—4 异议处理技巧②补偿法······················································
9—5 异议处理技巧③太极法······················································
9—6 异议处理技巧④询问法······················································
9—7 异议处理技巧⑤是的（yes）……如果（if）···························
9—8 异议处理技巧⑥直接反驳法················································
第十章 展示的技巧············································································
10—1展示的含意····································································
·展示类型
·展示前的准备
10—2展示说明的注意点····························································
·让客户看到、触摸到、用到
·引用动人实例
·使用客户听得懂的语言
·掌握客户关心点，证明您能满足他
10—3准备您的展示讲稿（Demo Script）·····································
·展示话语的撰写准备步骤
·展示讲稿范例
第十一章 建议书作成技巧···································································
11—1建议书的准备技巧··························································
11—2建议书的撰写技巧··························································
11—3建议书的构成及范例·······················································
第十二章 缔结的技巧········································································
12—1缔结（close）的含意······················································
·什么是缔结
·最终缔结
·中途缔结
·试验缔结
12—2缔结的时机与准则·························································
12—3缔结的技巧①利益汇总法················································
12—4缔结的技巧② T字法······················································
12—5缔结的技巧③前题条件法·················································
12—6缔结的技巧④价值成本法·················································
12—7缔结的技巧⑤询问法······················································
12—8缔结的技巧⑥「yes」…「yes」…「yes」···························
12—9缔结的技巧⑦哀兵策略法
