知彼知己——采购人员必备的销售思维

* 采购经理
* 采购员及相关业务人员

在日益复杂的市场情况中，采购人员面临更加繁多的供应商和形形色色的销售人员，其中不乏受过良好训练的专业销售。如何从销售人员的行为中得到供应商的真实情况，如何在采购过程中把握销售人员的真实思维？
本课程提供给您专业销售人员的思维习惯和模式，帮助您更好地控制采购过程。

1.为什么要了解销售思维
* 采购人员面临的全新挑战
* 知己知彼才有更大胜算
* 保障采购安全的重要因素

2.职业化销售思维方式
* 商机探寻思维——客户所处的市场环境分析
- 从客户的生存环境、客户的竞争对手和客户的问题发现商机
- 从产业发展和差异化竞争中发现商机
* 客户需求探寻思维
- 客户不同的需求带来不同的机会
- 客户需求的分级以及分析
- 客户需求的探寻：SPIN模式
- 显性需求和隐性需求
- 激发和放大客户的需求
- 说服客户思维
- 说服客户模式——NFAB模式
- 隐藏自己的弱点
- 运用表达技巧突出自身优势
* 谈判思维原则
- 关键决策小组角色分析
- 谈判的力量
- 力量在谈判实际中的运用——谈判三维力量
- 销售报价策略
- 谈判陷阱
* 客户分级思维
- 帕雷托原则
- 客户资源的应用
- 客户的评估和资源分配
- 客户服务与维护

3.采购和销售的共赢
* 从根本上来说，采购和销售是合作伙伴而不是对手
* 合作产生更大利益
* 良好的个人关系可以加分


1. Why do you need to understand sales people’s thinking
* Brand-new challenges that buyers will face
* Who puts himself in other’s shoes has the upper hand
* Factors to ensure purchasing security

2. Professional thinking of sales people
* Business opportunities spotting: analysis of customers’ market environment
- Spotting opportunities from customers’ living environment, customers’ rivals and customers’ problems
- Spotting opportunities from industry development and differentiated competition
* Seeking customers’ needs
- Different opportunities brought by different customers’ needs
- Classification and analysis of customers’ needs
- Seeking customers’ needs - SPIN pattern
- Explicit needs and implicit needs
- Stimulating and enlarging customers’ needs
- Persuading customers
- NFAB mode
- Hiding your weakness
- Using presentation skills to highlight your strengths
* Negotiation principles
- Role analysis for key decision making team
- Power of negotiation
- Use of power in real negotiation - three dimensional power of negotiation
- Offering strategy in sales
- Pitfalls in negotiation
* Customer hierarchy
- Pareto Principle
- Using customer resources
- Customer evaluation and resources allocation
- Customer service and maintenance

3. Win-win situation for buyers and salespeople
* Salespeople and buyers are fundamentally partners rather than enemies
* Cooperation can achieve better outcome
* Closer personal relationship is a plus