Placeholder Image

字幕列表 影片播放

由 AI 自動生成
  • Do you know what separates the most

    你知道什麼是分離最

  • 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'說嗯,他們'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。