[转帖]销售——如何做好多重报价
<p>好文章，请营销行业的家人分享。</p><p align="center" style="LINE-HEIGHT: 15pt; TEXT-ALIGN: center;"><font face="宋体"><b style="mso-bidi-font-weight: normal;"><span style="FONT-SIZE: 14pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial;">销售谈判——多重报价</span></b><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="FONT-SIZE: 14pt; FONT-FAMILY: Arial;"><p></p></span></b></font></p><p style="LINE-HEIGHT: 15pt;"><font face="宋体"><span style="FONT-SIZE: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial;">不论是卖产品的三流</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: Arial;"><a href="http://www.ceconline.com/SEARCH/ÏúÊÛ.HTM?origin=ContentInside"><span lang="EN-US" style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;"><span lang="EN-US"><font color="#000066">销售</font></span></span></a></span><span style="FONT-SIZE: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial;">，还是卖概念的一流销售，最终都得老老实实地回到与客户讨价还价的阶段。在此之前，是销售拿产品的价值说事，而现在起就是客户拿产品的</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: Arial;"><a href="http://www.ceconline.com/SEARCH/¼Û¸ñ.HTM?origin=ContentInside"><span lang="EN-US" style="FONT-FAMILY: 宋体; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial;"><span lang="EN-US"><font color="#000066">价格</font></span></span></a></span><span style="FONT-SIZE: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial;">说事了。</span></font><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: Arial;"><p></p></span></p><p style="LINE-HEIGHT: 15pt;"><span style="FONT-SIZE: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial;"><font face="宋体"> 怎么才能让客户不斤斤计较，在价格问题上还个昏天黑地呢？战略谈判公司</font></span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: Arial;">Think!</span><span style="FONT-SIZE: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial;"><font face="宋体">的</font></span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: Arial;">CEO</span><span style="FONT-SIZE: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial;"><font face="宋体">戴特迈尔（</font></span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: Arial;">Brian Dietmeyer</span><span style="FONT-SIZE: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial;"><font face="宋体">）根据多年经验总结出一个方法：多重报价。</font></span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: Arial;">
<p></p></span></p><p style="LINE-HEIGHT: 15pt;"><span style="FONT-SIZE: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial;"><font face="宋体"> <b>何为多重报价？</b></font></span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: Arial;">
<p></p></span></p><p style="LINE-HEIGHT: 15pt;"><span style="FONT-SIZE: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial;"><font face="宋体"> 多重报价的含义，就是给客户三种选择方案，而不是只有一种。如果只提供一种方案，客户就会本能地想着还价。而如果从低到高给出三种方案的报价，客户的注意力便会从</font></span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: Arial;">“</span><span style="FONT-SIZE: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial;"><font face="宋体">我要还价</font></span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: Arial;">”</span><span style="FONT-SIZE: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial;"><font face="宋体">转移到</font></span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: Arial;">“</span><span style="FONT-SIZE: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial;"><font face="宋体">哪种方案更合适</font></span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: Arial;">”</span><span style="FONT-SIZE: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial;"><font face="宋体">上。客户会开始思考，</font></span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: Arial;">“</span><span style="FONT-SIZE: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial;"><font face="宋体">第三种方案价格太高，第一种提供的价值又不够充足，还是第二种最合适</font></span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: Arial;">”</span><span style="FONT-SIZE: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial;"><font face="宋体">。</font></span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: Arial;">
<p></p></span></p><p style="LINE-HEIGHT: 15pt;"><span style="FONT-SIZE: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial;"><font face="宋体"> <b>怎样应用多重报价？</b></font></span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: Arial;">
<p></p></span></p><p style="LINE-HEIGHT: 15pt;"><span style="FONT-SIZE: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial;"><font face="宋体"> 不过，多重报价的方法并非万无一失。客户可能会要求用最低的报价买最高报价的方案，并且诱使你分项列出每一项的单价。千万不要这样！这样就给了客户逐项还价的机会。</font></span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: Arial;">
<p></p></span></p><p style="LINE-HEIGHT: 15pt;"><span style="FONT-SIZE: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial;"><font face="宋体"> 另外，客户也可能要求你把第二种方案的价格下调。这种情况下，你要学会交换。要么从方案中去掉一些对客户来说不太重要的项目；要么让客户提供一些对你有用的东西作为交换，比如将你介绍给公司的其他部门。不管怎样，谈判的原则是：除非有得交换，不然不轻易降价。</font></span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: Arial;">
<p></p></span></p><p style="LINE-HEIGHT: 15pt;"><span style="FONT-SIZE: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial;"><font face="宋体"> 其实，降价反而会让客户不悦。如果轻易地降低价格，会让客户觉得你的报价有很大的水分，减少对你的信任与尊重。而如果采用交换的方式，你既不会损失自己的利益，又会让客户更相信你。</font></span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: Arial;">
<p></p></span></p><p style="LINE-HEIGHT: 15pt;"><font face="宋体"><span style="FONT-SIZE: 10.5pt; mso-ascii-font-family: Arial; mso-hansi-font-family: Arial; mso-bidi-font-family: Arial;"> 在戴特迈尔看来，多重报价最大的好处，就在于将销售与客户从对立的两方转化到同一阵营中来。当你提供多重选择方案时，客户感觉到自己是在主动地做选择，而不是被动地与你展开价格拉锯战，因此谈判起来就会更合作。戴特迈尔说，这个方法，他屡试不爽。</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; FONT-FAMILY: Arial;"><p></p></span></font></p><p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt;"><span lang="EN-US"><p><font face=""> </font></p></span></p><p></p> <p>卖组装电脑和化妆品的 好像深谙此道 </p>
页:
[1]