successful salespeople from everyone else?

成功的銷售人員與其他人不同？

Well, there is a very small group

嗯，有一個非常小的群體

of top performing salespeople

績優銷售人員的比例

who are out-earning

搶手

and outselling everyone else

暢銷

many times over.

多次了。

And what's so cool to someone in my position

對我這種地位的人來說，有什麼好酷的呢？

is that I get to actually see

是，我得到實際看到

what they're doing in today's marketplace.

他們在今天的市場上在做什麼'。

These people basically have

這些人基本上有

all of the same skillsets and approaches

一衣帶水

to win those much larger sales more consistently.

來更穩定地贏得那些更大的銷售。

In this video we will see

在這個視頻中，我們將看到

if you have the 11 critical sales skills

如果你具備11項關鍵銷售技能

all successful salespeople must have.

所有成功的銷售人員都必須具備：

Check it out.

看看吧

Number one, they engage prospects

第一，他們吸引潛在客戶

to discuss their business challenges.

探討他們的業務挑戰。

This is one of the pieces of data

這是其中一個數據

that we've recently discovered

我們最近發現

is really outstanding,

是真的很出色。

the difference between top performers

高下立判

and even average or in most cases bottom performers.

甚至表現一般，或者在大多數情況下表現墊底。

And what we found is that top performers

而我們發現，表現最好的人

are much more effective at engaging prospects

更有效地吸引潛在客戶

to really talk about business challenges.

才能真正談得上商業挑戰。

And they do so in a way where

而他們這樣做的方式是

they're literally asking about twice as many

他們從字面上看，要求大約兩倍多的

business-related questions as their counterparts.

與業務相關的問題，因為他們的同行。

And so what we see here

所以我們在這裡看到的

is that if you want to be

是，如果你想成為

in that top tier of salespeople,

在那個最高層的銷售人員中。

we can't be thinking about just

我們不能僅僅考慮到

how are we selling our product,

我們的產品是如何銷售的。

but we have to be thinking about

但我們必須要考慮

how are we understanding

如何理解

the business challenges

商業挑戰

that our prospects are facing.

我們的前景所面臨的。

Are we thinking big picture?

我們是否有大局觀？

Are we thinking about the real value

我們是否考慮到了真正的價值

that your solution truly offers?

您的解決方案能真正提供什麼？

Because at the end of the day,

因為到了最後。

what you are selling

你在賣什麼

is not a product or a service,

不是產品或服務。

but a solution

不過是個辦法

to the prospect's business challenges.

潛在的業務挑戰。

Number two, they come off as a real human being.

第二，他們表現得像個真正的人。

This is really counter to what most of us

這和我們大多數人的想法實在是背道而馳

have been taught over the years as far as

多年來，就

how we should present ourselves to the prospect.

我們應該如何向潛在客戶展示自己。

Most of us were taught that when

我們大多數人都被教導，當

you get in front of a prospect,

你在潛在客戶面前。

you need to be high energy,

你需要高能量。

you need to be excited,

你需要興奮。

you need to be jazzed.

你需要的是爵士樂。

And what we've learned is that top performers

而我們所瞭解到的是，表現最好的人。

are actually behaving in a way that's just real.

是真正的行為方式，'就是真實的。

It's very authentic.

它'很真實。

In fact I just recently came across a video

其實我最近剛看到一個視頻

of an artificial intelligence algorithm

的人工智能算法

pretending to be a real person on a phone call.

在電話中假裝是一個真正的人。

And what I noticed that was so obvious

而我注意到的是如此明顯

was that the artificial intelligence algorithm

是人工智能算法

that's talking doesn't sound perfect.

這'的說話不'聽起來並不完美。

They're saying um, they're saying ah,

他們&#39；說嗯，他們&#39；說啊。

they're being a little imperfect,

他們'是有點不完美。

and that's what makes them sound real.

而這正是讓他們聽起來真實的原因。

They're not excited, they're just down-to-earth.

他們'不激動，他們只是平易近人。

Now to be clear, I'm not saying that we wanna be like

現在要說明的是，我並不是說我們要像...

an artificial intelligence algorithm.

一種人工智能算法。

But what's interesting is that obviously

但有趣的是，顯然

the people designing that program

設計該程序的人

understood that what is real

明白了真實的東西

is just sounding normal,

只是聽起來很正常。

it's sounding genuine.

它聽起來很真實。

And when we as salespeople come off as truly real,

而當我們作為銷售人員表現出真正的真實。

as a normal human being,

作為一個正常人。

people are much more likely

人更容易

to actually engage with us

與我們實際接觸

in that conversation.

在那次談話中。

Number three, appear as the distinct expert.

第三，以鮮明的專家身份出現。

This is one of the pieces of data that

這是其中的一個數據

I found in our internal research

我在我們的內部研究中發現

in a study that we recently did of salespeople

在我們最近對銷售人員所做的一項研究中。

is that top performers see themself as the expert.

是頂尖的表現者將自己視為專家。

And as a result of seeing themselves as the expert,

而由於把自己看成是專家。

they come off as truly the distinct expert.

他們是真正的專家。

And so it's a little bit of chicken or the egg.

所以它'有點雞飛蛋打的感覺。

You get to start by seeing yourself as the expert,

你要從把自己看成專家開始。

and then what we have to do is start to think about

然後我們要做的是開始考慮到

what are our competitors doing,

我們的競爭對手在做什麼。

and how can we do the exact opposite

豈能反其道而行之

when we're in front of our prospects.

當我們'在我們的潛在客戶面前。

So think for a second,

所以想一想。

how are we presenting?

我們是如何呈現的？

Are coming off as high energy, excited?

是否顯得精力充沛，興致勃勃？

Or are we coming off as just

還是說，我們的表現只是

that down-to-earth distinct expert,

那個平易近人的獨特專家。

that doctor who's engaging that prospect

那醫生誰的參與，前景的醫生

in a real type of a conversation?

在真正類型的對話中？

What you're going to find

你會發現

is that distinction actually comes

是這種區別實際上來

by being just really genuine and real.

由只是真正的真誠和真實。

Number four, they don't push their prospects to buy.

第四，他們不催促他們的潛在客戶購買。

This again goes completely counter

這又完全違背了

to what most of us have been taught.

對我們大多數人的教育。

If you remember seeing those great old movies

如果你還記得看那些偉大的老電影

like Boiler Room or Glengarry Glen Ross, right?

像《鍋爐房》或《格倫加里-格蘭-羅斯》，對吧？

There's always this magical moment

總會有這樣神奇的時刻。

right at the end of the sales presentation

一言九鼎

where the salesperson comes in

銷售人員的作用

and is basically pushing the prospect to buy,

並基本上是在推銷潛在的購買。

and the prospect is coming up with objections

和前景的反對意見。

and all the reasons why they can't do it,

以及所有他們不能做的理由。

and the tough good salesperson is coming back

堅強的好推銷員要回來了

with all the ways to overcome,

用各種方法來克服。

and ultimately they buy,

最終他們買。

and it's like an arm wrestling match.

和它'就像一個手臂摔跤比賽。

And this is what a lot of salespeople are doing.

而這也是很多銷售人員正在做的事情。

They think that when they're getting pushback

他們認為，當他們'得到反擊的時候

from a prospect as to why they shouldn't buy,

從一個前景，為什麼他們不應該買。

their goal is to push back even harder.

他們的目標是更加努力地推倒。

The reality is that top performers

現實情況是，業績優秀的企業

aren't pushing their prospects to buy.

並沒有推動他們的前景購買。

Instead what they're doing

而是他們在做什麼'。

is they're addressing

是他們'正在解決

any types of objections up front.

任何類型的反對意見在前面。

They're understanding any reasons

他們在理解任何原因

why the prospect might not actually

為什麼潛在客戶可能不會真正

want to buy in the first place

當初想買的

or any concerns that the prospect has.

或潛在客戶的任何擔憂。

So they're actually dealing with any objections

所以他們實際上在處理任何反對意見

early on in the situation,

在情況的早期。

and they're just digging into them.

而他們'只是在挖掘他們。

They're asking questions about it.

他們'在詢問有關問題。

They're saying, "Help me understand why you say that."

他們說："幫我理解你為什麼這麼說。"

Understanding why a prospect

瞭解潛在客戶的原因

is either interested or not interested,

是感興趣還是不感興趣。

or has this need or that need,

或有這個需求或那個需求。

getting that full picture is what makes us the expert,

獲得完整的圖片是什麼讓我們成為專家。

and therefore prospects

故此

are much more inclined to actually buy.

是更傾向於實際購買。

Number five, they consistently add to their pipeline.

第五，他們持續增加管道。

Now this sounds almost obvious,

現在這聽起來幾乎是顯而易見的。

but what we see

但我們看到

is that top performers are not

是，業績優異者不

getting into the office each day and saying,

每天進入辦公室，說：

"What do I have to do today to drum up sales?"

"我今天要做什麼才能鼓動銷售？"

They're not going out and servicing clients for a month,

他們'不出去服務客戶一個月。

and so they're not selling for that month,

所以他們'那個月就不賣了。

and then they get into this

然後他們進入這個

kind of cycle of the ups and downs.

樣的循環起伏。

Top performers tend to be much more consistent

表現最好的人往往更穩定

about adding to their pipeline each and everyday.

關於增加他們的管道每一天。

I spoke to one of the top performing sales reps at HubSpot

我採訪了HubSpot公司一位表現最好的銷售代表。

just a couple of months ago,

就在幾個月前。

and what he said is,

而他說的是：

"I don't leave the office

"我不離開辦公室。

"until I've added two opportunities

"直到我增加了兩個機會

"to my pipeline each and everyday."

"對我的管道每一天。"

And I thought to myself

我心想

that is the most beautiful summation

妙語連珠

of a top performing mindset.

績優異心態的。

Now he was selling something different than you,

現在他賣的東西和你不一樣。

so maybe adding two opportunities each day is more

所以，也許每天增加兩次機會更

or maybe it's less than what you need to be doing.

或者說它'比你需要做的事情要少。

But what is that number?

但這個數字是多少？

How many opportunities do you need to be adding

你需要增加多少個機會

each and everyday to your pipeline

每天為您的管道

or each and every week to your pipeline

或每個星期到您的管道

in order to ensure that you're going to hit your numbers?

以確保你'要達到你的數字？

Get very clear on that.

清楚的瞭解到這一點。

How many meetings do you have to set?

你要設置多少個會議？

And think about consistency.

而且要考慮到一致性。

Think more like the tortoise

多想想烏龜

who's just taking one step at a time

孰輕孰重

as opposed to that hare

豈非

who's running here, running there,

誰'的運行在這裡，運行在那裡。

and going in all different directions.

並向各個不同的方向發展。

We want to just take consistent steps each and everyday.

我們要的只是每天採取一致的步驟。

Number six is willing to sell higher up.

六號願意往上賣。

One of the biggest distinctions that I see in my work

我在工作中看到的一個最大的區別是什麼？

day in and day out between top performers and everyone else

日復一日，優勝劣汰

is that top performers have the guts,

是，業績頂尖的人有膽量。

they have courage to sell really high up

他們有勇氣賣出真正的高價

within an organization.

在一個組織內。

And so that doesn't just mean calling on the CEO,

所以，這並不只是指叫上CEO。

but it also means selling to bigger opportunities.

但這也意味著賣給更大的機會。

It means selling to bigger companies.

這意味著要賣給更大的公司。

It means to create big opportunities.

就是要創造大機遇。

And the way we do that is by going big.

而我們的方法就是做大。

Average performers tend to hit lots of singles or doubles

表現一般的選手往往會打出大量的單打或雙打。

where they're just piecing together a living.

在那裡，他們'只是湊合著過日子。

Top performers are going for the bigger opportunities.

表現優秀的人要去爭取更大的機會。

And what you find time and time again is that

而你一次又一次的發現是

big opportunities take just as much work

大器晚成

as those average opportunities

作為這些平均機會

or those smaller opportunities,

或那些較小的機會。

but the reward for those bigger opportunities

但這些更大的機會的回報

is so much bigger.

是如此之大。

So this is both a mindset and a tactical shift.

所以，這既是一種思維方式，也是一種戰術轉變。

What are you doing to make sure that you're selling

你在做什麼，以確保你的銷售'。

higher and higher and higher up the ladder

更上一層樓

so that way you are making bigger sales

這樣一來，你的銷售額就會更大

and you're selling bigger solutions.

而你卻在銷售更大的解決方案。

Number seven, dialogue over monologue.

第七條，對話而不是獨白。

Now we all have been told for many years that

現在我們都已經被告知了很多年了。

we need to be asking questions,

我們需要問問題。

we need to engage people in conversations.

我們需要讓人們參與對話。

I get it, you've heard this a million times.

我明白了，你'已經聽了一百萬次了。

But actually there's really some very new data

但其實真的有一些很新的數據'。

that shows that top performers

這表明，表現優異的企業

are actually doing a lot more dialogue

事實上，他們正在做更多的對話

than one-way monologue,

比單向獨白。

and in particular in the presentation phase, right?

尤其是在展示階段，對嗎？

In the discovery phase

在發現階段

we all know that we have to be asking questions,

我們都知道，我們必須要提出問題。

but what we see a big shift in

但我們看到的是一個巨大的轉變，在

is when we get to the actual presentation phase

是我們進入實際展示階段的時候

is that average performers tend to go on monologues,

是一般的表演者往往會進行獨白。

they just start talking and talking and talking

他們只是開始說話，說話，說話

for extended periods of time

長時間

presenting the features and the benefits and all of this,

呈現出的特點和好處以及這一切。

whereas top performers continue that to a dialogue

而表現優異的人則繼續進行對話

even in the presentation.

甚至在介紹。

And this is really profound.

而這一點真的很深刻。

What we can actually see is that

實際上我們可以看到的是

there are organizations

有組織

that have studied top performers

績優者的研究

and what they see is that top performers

而他們看到的是，表現最好的人

have a lot more speaker switches

有更多的揚聲器開關

in the presentation phase.

在展示階段。

And when a speaker switches

而當揚聲器切換到

is literally I speak then you speak,

是字面上的我說然後你說。

I speak, you speak.

我說，你說。

Each time we switch,

每次我們換。

that's a speaker switch.

那是個揚聲器開關

Top performers are engaging their prospects

表現最好的人正在吸引他們的潛在客戶

even throughout the presentation.

甚至在整個演講過程中。

So it's more of a back and forth

所以，這更多的是一個來回。

as opposed to just that one way

而不只是這樣

I'm gonna show you the top 10 reasons

我要告訴你十大理由。

that you need to work with me,

你需要和我合作

it's much more of a

它更多的是一個

hey let me show you one idea,

嘿，讓我告訴你一個想法。

does that make sense?

有意義嗎

And back and forth.

而且來來回回。

Huge huge distinction has really profound results.

巨大的巨大的區別真的有深刻的結果。

Number eight, they understand the upside value.

第八，他們明白上升的價值。

And what we see here is that

而我們在這裡看到的是