跟医生学销售话术,想不开单都难!It’s hard to learn to sell words with a doctor.

话术不好，你将会引起客户的反感；话术不到位，你将可能错过一个重要客户。

If the speech is not good, you will be disgusted by the customer; if the speech is not in place, you will probably miss an important customer.

销售最初的30秒，决定客户是否愿意继续跟你交流，至关重要！今天给大家分享如何提升话术，销售话术要怎么锤炼。仅作为抛砖引玉，希望朋友们灵活的运用，多多开单！

The first 30 seconds of sales, it is important to decide whether the customer is willing to continue to communicate with you! Today, I will share with you how to improve your speech and how to sell your words. Just as a joke, I hope that my friends can use it flexibly and open more orders!

1销售两大基本法则

1Two basic rules of sales

一个精妙的销售话术是怎么来的，为什么是那样，出发点在哪？请看以下两个销售的基本法则：

How did a subtle sales speech come from, why is that, where is the starting point? Please see the following two basic rules of sales:

1.FABE销售法

1.FABE sales law

什么是FABE销售法？

What is the FABE sales law?

F特征、A优势、B利益、E证明，简称特、优、利、证。

F characteristics, A advantages, B benefits, E proofs, abbreviations, special, profit, and certificates.

这套销售法则是根据客户经常提的问题总结出来的。客户是不是经常会问我们销售人员：你们家这个产品有什么特征？和别人家有什么不同？对我有什么好处？你说的是真的吗？哪些人在你这买过啊？客户的提问其实就是FABE销售法。

This set of sales rules is based on the questions frequently asked by customers. Does the customer often ask our sales staff: "What are the characteristics of this product in your family? What is the difference with other people's home? What are the benefits for me? Are you telling the truth? Who bought it for you?" The customer's question is actually the FABE sales law.

那么作为销售人员，首先你需要做的就是把每款产品的特征、优势、利益、证明，全部写出来，然后背下来，以后讲客户就按这个标准来介绍产品。

Then as a salesperson, the first thing you need to do is to write out the features, advantages, benefits, and certificates of each product, and then back it down. Later, the customer will introduce the product according to this standard.

如果是带团队、带新人，第一件事就是让他们背产品的FABE，背完再让他们不断的演练、讲解，这样自然就会形成标准化、复制化、统一化！

If you bring a team and bring a new person, the first thing is to let them back the FABE of the product, and let them continue to practice and explain, so that it will naturally form a standardization, reproduction, and unification!

2.SPIN销售法

2.SPIN sales method

什么是SPIN销售法？

What is the SPIN sales method?

S情景性、P探究性、I暗示性、N解决性。

S-situation, P-exploratory, I-impact, N-solving.

SPIN销售技巧其实一直被运用的，只是我们不知道而已。最典型的例子就是医生，医生绝对是SPIN销售高手。

SPIN sales skills have always been used, but we don't know. The most typical example is the doctor, the doctor is definitely a SPIN sales expert.

请看下面的对话：

Please see the conversation below:

医生：什么情况？（Situation）

Doctor: "What is the situation?" (Situation)

病人：肺疼！

Patient: "Lung pain!"

医生：平时吸烟吗？喝酒吗？（Situation）

Doctor: "Do you usually smoke? Drink?..." (Situation)

病人：偶尔喝一点

Patient: "Occasionally drink a little..."

医生：呼吸是不是很吃力？吐气的时候是不是很疼？还有浓痰？（Problem）

Doctor: "Is breathing very difficult? Is it painful when exhaling? Is there a thick?" (Problem)

病人：是！

Patient: "Yes!"

医生：马上办住院手续！先观察三天随手开了一张几千元的收费单。

Doctor: "I will go through the hospitalization procedure immediately! I will observe the three days first..." I opened a bill of several thousand yuan.

病人：这么贵？能不能不住院，配点普通的药水（变相价格异议）

Patient: So expensive? "Can you not be hospitalized, with a common potion..." (disguised price objection)

医生：不行的！现在不明情况，有可能是非典，弄不好会有生命危险（Implication，扩大后果）

Doctor: "No! It is unknown now, it may be SARS. If it is not good, it will be life-threatening..." (Implication, expanding the consequences)

病人心虚害怕：这怎么办？能治好吗？

The patient is afraid of guilty: "What should I do? Can it be cured?"

医生：虽然很麻烦，但是你要相信我们医生以救死扶伤为宗旨，为人民服务的嘛。这个药很好，是进口的。我们最新引进了国外的设备你的病只要好好治疗，不会有问题的！（Need-payoff，价值阐述）

Doctor: "Although it is very troublesome, you have to believe that our doctors serve the people with the purpose of saving the wounded and helping the wounded. This medicine is very good and imported. We have recently introduced foreign equipment... your disease is treated well, no There will be problems!" (Need-payoff, value statement)

病人：这我就放心了,于是屁颠屁颠地交了几千元，买了一堆药水。

Patient: "I am relieved," so I paid a few thousand dollars and bought a bunch of potions.

这个例子便是生活中SPIN销售的运用，类似的情况还有很多很多。

This example is the use of SPIN sales in life, and there are many similar situations.

2四大锤炼话术的方法

2Four methods of hammering words

首次跟客户交流，话术不好，你将会引起客户的反感，话术不到位，你将可能错过一个重要客户，损失一个大单。

For the first time, communicate with customers. If the words are not good, you will be disgusted by the customers. If the words are not in place, you will probably miss an important customer and lose a big order.

以下四个方法，让你如鱼得水一般的跟客户聊天：

The following four methods allow you to chat with customers like a fish:

1.向销售高手拿话术

1. Take the words to the sales master

无论你在哪行哪业，都有销售高手，他们的话术都是已经锤炼好的，直接拿过来变成自己的。

No matter which industry you are in, there are sales experts. Their words are already hammered and they are taken directly into their own.

那么如何能拿到销售高手的话术呢？有两种高效的方法：

So how can you get the sales master's words? There are two efficient methods:

一是，直接找到同行的销售高手，冒充客户去面对面交流，把你之前难以回答的问题直接抛给他（记得录音，拿回来变成自己的）。

First, directly find the sales masters of the peers, pretending to be customers to face-to-face communication, throwing questions that you have been difficult to answer directly to him (remember the recording, get it back into your own).

二是，如果不好意思，那就线上交流，通过微信、电话、发短信去套取他的话术，自己做好记录。

Second, if you are embarrassed, then communicate online, use WeChat, phone, texting to pick up his words, and make your own records.

2.要有记录的习惯

2. Have a habit of recording

在和客户交流时，要有记录的习惯。比如客户问了哪些问题？你是怎么回答的？客户有哪些疑虑？你是如何帮助解决的？

When communicating with customers, there is a habit of recording. For example, what questions did the customer ask? How did you answer? What concerns do customers have? How did you help solve it?

不要怕麻烦，等你记录的时候就会发现，其实客户问的就是那几个问题，没什么特别的。最省事的就是录音了，下班后好好听听自己是如何接待客户的，自己的语气，回答的效果，你会恍然大悟的。

Don't be afraid of trouble. When you record, you will find out that in fact, the customer asks a few questions, nothing special. The most trouble-free thing is to record. After work, listen to how you receive the customer, your own tone, and the effect of the answer. You will suddenly realize it.

接下来就是好好锤炼自己的话术了，再锤炼一下自己的语气，你也会很牛逼，跟客户聊天不再是难事。

The next step is to temper your own words, and then temper your own tone, you will be very arrogant, chatting with customers is no longer difficult.

3.具体情况具体应对

3. Specific circumstances and specific responses

把话术分为短、中、长三个版本。因为面对每个客户，你并不知道他愿意用多少时间和你交流，先从最短的版本试探，看客户反映，之后再做下一步决定。

Divide the words into three versions: short, medium and long. Because in the face of each customer, you do not know how much time he is willing to communicate with you, first test from the shortest version, see the customer feedback, and then make the next decision.

4.勿以善小而不为

4. Don’t be small and not

有时客户可能会问一个在你看来是奇葩的问题，但请你不要忽略。曾见到这样一个销售员，他经常嘲笑客户问的问题，但之后有几个客户也问到了类似的问题，由于他忽略，损失了多个意向客户。

Sometimes customers may ask a question that is strange to you, but please don't ignore it. I have seen such a salesperson. He often laughs at the questions asked by customers, but several customers have also asked similar questions. Because he neglected, he lost many intent customers.

3强化客户收益心理的四个技巧

3Four skills to strengthen customer income psychology

客户说：价格太贵了，如果你不想降低价格来销售你的产品，那就必须证明，你的产品价格是合理的，是值那个价的。

The customer said: "The price is too expensive." If you don't want to lower the price to sell your product, you must prove that the price of your product is reasonable and worth the price.

以下四个销售策略可能会对你说服客户有所帮助：

The following four sales strategies may help you convince your customers:

1.加法法则Addition rule

把商品能带给客户的价值感做一个汇总。销售人员的具体做法是：列举出商品能给客户带来的十大利益（在客户面前选择最合适的几点说就行，不一定全拿出来）；找出客户面临的种种问题，并做一个累计。

Make a summary of the value of the goods that can be brought to the customer. The salesperson's specific approach is to list the top ten benefits that the product can bring to the customer (select the most appropriate point in front of the customer, not necessarily all); find out the problems faced by the customer and make a Grand total.

2.减法法则Law of subtraction

现在大家都喜欢玩免费服务或者送一些附带商品，其实，客户心里想要的，除了商品本身的价值之外，还包括这些额外的价值。业务员在给客户报价时，应该从这个价格中减去附赠价值并说明，让客户感觉到自己的投入实际并不高。

Now everyone likes to play free services or send some accompanying goods. In fact, what the customer wants, in addition to the value of the goods themselves, includes these additional values. When the salesperson quotes the customer, he should subtract the bonus value from the price and explain it, so that the customer feels that his investment is not high.

3.乘法法则Multiplication rule

销售中，业务员都会抓客户痛点，乘法的意思就是将客户的痛点变成燃眉之急的问题。换句话说就是找到客户的伤口，然后往上面撒盐。既然客户已经中了毒，还不得立马寻找解药。

In sales, salesmen will catch customers' pain points. Multiplication means turning the customer's pain points into urgent problems. The other way is to find the customer's wound and then sprinkle salt on it. Since the customer has been poisoned, it is not allowed to find an antidote immediately.

4.除法法则Division of law

一想到除法，无非就是分解。客户很在意钱，你一下子说个几万，客户一听都吓坏了，除法法则就是将客户要投入的钱进行分解，这个需要根据客户的具体情况灵活运用。

When you think about division, it is nothing more than decomposition. The customer cares about the money. You say a few tens of thousands at a time. The customer is scared when they hear it. The law of division is to break down the money that the customer has to invest. This needs to be flexibly applied according to the specific conditions of the customer.

分解的方式有很多种，比如按照时间（每年每月每天，有必要的话甚至可以到每分每秒）、使用人数、部门等，这样总价还是那么多，但听起来没那么吓人，心理上还会觉得其实并不多。

There are many ways to break down, such as according to time (monthly every month, every day, if necessary, even every minute), the number of users, departments, etc., so the total price is still so much, but it sounds less scary, psychologically I still feel that there are not many.