Sales Success Course 销售成功课程
Class 3
Sales Success Course Day 3
Day 2 Recap 回顾第二天
Who practised last night?
Yesterday :
Tours
Asking for money
Working with PT
昨天晚上谁练习了?
昨天 :
参观
报价
和私人教练一起工作
Today’s Schedule 今日安排
Overcoming concerns.
Turnovers
Post sales presentations
Prospecting
克服问题.
营业额
销售报告
前景
Overcoming Concerns 克服担心
Session goals :
Learn about common concerns.
Go through standard responses.
Learn system to overcome any concern.
培训目标 :
了解普遍的担心.
练习标准的回复.
学习克服担心的做法.
7 common concerns 七个普遍的担心
Top 7 common concerns.
Split into groups of 3-4 and come up with the top 7 concerns prospects have about joining a fitness club.
One person to come from each group.
七个主要的担心.
3-4人为一组练习 潜在会员关于加入会籍的7个顾虑
每组挑出一个人.
7 common concerns 七个普遍的担心
The 7 most common objections :
Time
Distance
Price
Discuss with Family/friends
Compare clubs
Not sure if will use
Think about it
七个普遍的担心:
时间
距离
价钱
要和家人或朋友商量
会所比较
不确定能否用的上
考虑一下
捆绑突破问题 “哪一个担心不是真正的担心?”.
Think about it 想一下
Most common concern you will hear
Not a real concern
This is an excuse/cover.
So ask them :
“Excuse me but can I ask what do you need to think about, is there something I have not explained properly?”
Now for real concern or sign up.
So only 6 common concerns people may have.
你听到最常见的忧虑
不是真正的忧虑
这是一个借口/伪装.
问他们 :
“对不起我可以知道你还要想一些什么, 还有什么我没有解释清楚的么?”
现在是真正的忧虑或者加入.
所以每个人只有六个忧虑.
Concerns are good 担忧是对的
Not personal.
Pain of spending vs. Pleasure of Joining
Time to think about decision.
Not saying no or yes.
Reasonable concern to buy time.
人是有惰性的
痛苦的支出 vs. 快乐的加入
考虑决定.
不要说是或者不是.
用合理的担忧来拖延时间.
Overcoming concerns systematically 有条不紊的克服担忧
That is standard responses.
Good to start with.
People are not standard.
6 steps to overcoming concerns :
Relax and say it back.
Align with them.
Question it.
Isolate the concern.
Reframe concern.
Close again.
这是常见的回答.
良好的开始.
人们不是一样的.
六步来解决担忧 :
放松，把它说回来.-倾听
把它们抓牢.-表示理解
孤立问题.
解决问题.
重新注入热情-更何况
成交.
Relax and feed it back 放松和反馈
Listen (relax it is not personal).
Let them finish, for example they may say
“I am not sure if I will be consistent with my workouts, but I want to lose this weight and I really should get started sooner rather than later.”
Feedback concern “Its expensive”
You say “If you don’t mind me asking, but why do you think its expensive”.
They have to justify the concern.
Or come up with real concern
Or join.
倾听，让他们放松
让他们结束, 例如他们会说
“我不能肯定我会坚持运动, 但是我想要减肥我也知道越早开始越好.”
反馈担忧 “它太贵了”
你说 “如果不介意我问你，你为什么你认为它贵？”.
他们会为担忧辩论.
或者说出真正的担忧
或者加入.
Align with them 与他们结盟
After defending concern they sometimes become defensive.
Need to align with them.
Use words such as “felt, feel, found”.
An example of what you could say is :
“Mr Wang, I appreciate that you feel the membership is too expensive. Many of our members felt the same way at the first and, you know, what they found was paying that little bit more was worth it considering the great personal trainers that are here.”
Takes the pressure of the prospect.
Feel more positive.
Other people feel same and joined.
经过辩论他们一般开始防守.
需要和他们结盟.
用类似这样的词语 “感觉到, 感觉, 找到”.
例如你可以说 :
“王先生, 我很感谢你能认为会费很贵. 很多会员在一开始的时候和您想的是一样的, 你知道, 考虑到我们这边有最好的私人教练他们认为多付出了一点是值得的.”
利用潜在会员的压力.
感觉更积极.
其他人也有一样的感觉和加入.
Question it 问问题
Ask them why?
For example :
“Mr Wang, I know you have reasons for saying that, do you mind if I ask what they are?”
Asking them to justify their concern.
问他们为什么?
举例 :
“王先生, 我知道你有理由为什么会这样讲, 你介意我知道它们都是什么么?”
让他们去证明他们的担忧.
一些时候不是真正的担忧.
Isolate Concern 孤立担忧
Isolate that concern.
Anything stopping them joining.
Don’t want hidden concerns.
Anything else stopping them
No surprises.
You want a commitment :
“If we did not have this one obstacle to overcome I would buy”.
孤立那些问题.
是什么阻止他们加入.
不想隐藏担忧.
还有什么阻止他们
没有惊讶.
你要一个承诺 :
“如果没有这个障碍我就会立即开始运动吧”.
Reframe the concern 重新组织担忧
Once concern isolated
Reframe?
Look from different angle. For example
“Mr. Wang in spite of the cost of the membership, isn’t the real question how can we get you started on the way to losing that 10kgs.”
Focus off concern on benefits.
一次孤立问题
重新组织?
从另外一个角度看. 例如
“王先生，会费不是真正让我们帮助你减去20斤的问题。
关注益处.
关注解决方案.
Close again 再次结束
Now focus on what the guest wants out of a membership
4 ways to close the sale.
Outweigh the concern
Turn around the concern
Explain it
Minimize the concern
现在关注客人他们想从会籍里面得到什么
4种办法关闭销售.
关注重点
把担忧好转
解释它
把担忧最小化
Outweigh the concern 重点关注
If guest said it was too expensive, you say
“Mr Wang I know you want to lose weight and I know you are concerned about the cost, but isn’t your health the more important of the two?”
99% of people will say health.
如果客人说太贵了, 你说
“王先生我知道你想减重同时你还关注价钱，但是你的健康应该比这两点都重要不是么？
99% 的人选择健康.
Turn around the concern 把担忧好转化
Say the prospect said they did not think they would stick with the program, you could turn it around by saying
“Mr Wang is that the very reason you need to get started?”
Important do not offer any reasons or explanations.
They come to their own conclusions.
They to think of a reason why they should get started.
潜在会员认为他们不能坚持这个项目, 你可以好转他的担忧这样说
“王先生这是您不能开始的最关键的原因么?”
关键不要提供任何理由和解释.
他们有他们自己的结论.
他们会想为什么他们要开始.
如果你给他们意见他们就会评价自己.
Explain it 解释
Explain reasons.
If concern is that the membership is too expensive, then you explain why :
“Yes our membership is more expensive than our competitors, and as I mentioned the reason is that we have a high standard of finishes, imported 5 star equipment and all of our PT have more than 3 years experience and international certification. All these features will help you get more out of your membership and actually mean you will achieve your goal of losing 10kgs, which is the reason you are here”
Ensure logical.
解释原因.
如果担忧是因为会费太贵那么你解释为什么 :
“是的，我们的会费比其他的竞争者要贵，就像我提到的我们有高质量的成功案例，进口5星级的设备，3年以上有经验的持有国际证书的私人教练。这些意味着你将更有效的在这里达到你减去20斤的目标，也是为什么你在这里的原因”
正确的担保.
事实的.
Minimize it 最小化
Last way is to minimize concern.
If objection is membership is too expensive.
Other club 300RMB/year cheaper.
You can minimize it by saying
“Mr. Wang, so the difference is 300RMB/year or 25RMB a month which comes to less than 1RMB per day. You know our place will ensure you achieve your goals, so are you going to let 9mao get in the way of you losing that weight and starting to look and feel great?”
9 mao is not much.
最后的方法把担忧最小化.
如果是因为会费太贵而担忧.
其他的会所每年便宜300.
你可以这样最小化
“王先生, 区别是在于300一年或者 25元一个月，一天不到一块钱。你知道我们会保证你达到你的目标，你要让9毛钱阻拦你变完美么?”
9毛不是很多.
What did they do 他们怎么做？
Focussed on –
Member goals.
Facilities/services interested in.
Clothes/shoes needed.
To stick with program
Take focus off pain for money.
Back on pleasure of purchase.
关注在 –
会员的目标.
感兴趣的设施/服务.
需要的衣服/鞋子.
跟着程序做。
把焦点从舍不得花钱上转移.
回到购买的好处.
No sale… 非销售
Next course of action.
100% closing very rare.
35% normal.
Other 65%.
You need to establish a course of action.
Two different course of actions.
下一步的行动.
100% 结束销售是很少的.
35% 正常.
其他 65%.
你需要建立下一步行动.
两种不同的行动.
Trial Workout 试用
Invite them for trial workout.
You can say
“Mr Wang it seems that you are serious about starting a exercise program to help you lose that 10kgs and our club might be the one for you. Let me ask you, if I was able to arrange it so you could use the club for a workout as a member, just like a member so you could make a more informed decision.”
YES - alternate choice question for days and times to use.
Give them guest pass for day.
Make note in diary and be present.
邀请他们试用.
你可以说
“王先生，看出来你是认真的想减去20斤 ，我们的会所会为你服务. 让我问你, 如果我可以安排你像我们的会员一样试用我们的会所.这样你会做出更明智的决定”
是的 - 交替选择题 哪天什么时间可以使用.
给他们一天的使用卡.
把他们出现那天标注在日记本上.
No trial 没有原因
They don’t need to try the club.
When to contact them next. Can say something like this
“That’s cool Mr. Wang, obviously you know what you want in a club. Do you mind me asking, how long will it be before you make a decision? One day, two days or a week?”
Then continue with a course of action.
So if they say 3 days, then you can say
“Today is Monday so if I don’t hear from you by Thursday, would it be okay to call you.”
They say yes.
Looks professional.
Expect call from you.
他们不需要试用.
如果下次可以联系到他们可以这样说
“非常酷王先生， 显然你知道你想在这里得到什么. 你介意我问你要多久你可以做决定么？一天？两天？或一周？
然后继续行动.
如果他们说3天，你可以继续说
“今天是周一，如果周四前没能等到你的电话，那我打给你可以么？
他们说好的.
看起来很专业.
期待你的电话.
Important 重点
For you.
Maximise sales.
Give the gift of health and fitness to everyone.
为你.
最大限度的销售.
把健身和健康当作礼物给每一个人.
Practise time 练习时间
Now we have been through overcoming concerns, it is time for practice.
现在来练习克服担忧。
Break Time 休息时间
Time for a break…
Overcoming Concerns 克服担忧
Session goals :
Practise overcoming concerns.
培训目标 :
练习克服担忧.
What is a turnover? 什么是转介绍？
You have a prospect cannot get to make final step
Done all you can do.
Working as a team.
Ensure you make the sale.
Prospect gets a better life.
你的潜在会员不能作出最后的决定
潜在会员会得到更好的生活.
TO是给客人一定的压力，让喜欢运动的客人今天加入，并珍惜会籍.
When to turn over 什么时候转介绍
Prospect who wants to join but…
Cannot make that final decision
We react to people differently.
People respect managers.
Gives them Face.
潜在会员想加入但是…
不能作出最终决定
我们对不同的人作出反应.
人们希望见到经理.
见一面.
让他们感觉是最好的交易而且很尊贵.
How to do it? 怎样去做？
Ask for a minute.
Tell manager prospect details.
What interested in, goals and what excites them about the club.
Type of membership interested in.
Concerns they have.
争取时间.
告诉经理潜在会员的资料
对什么有乐趣, 目标， 会所里面什么吸引他们.
对会籍哪些感兴趣.
他们的担忧.
所有的信息.
Post Sale Presentation BR-推荐会员
Session goals :
How to ensure your new member does not get buyers remorse.
How to ensure you get referrals from members.
培训目标 :
怎样让你的新会员不会产生购买后悔.
怎样确认你得到会员的推荐.
Sales, service & sales again 销售，服务&再次销售
Happy members = ?
Referrals
Of friends, family, colleagues, long lost school friends and anyone else member can think of.
A great membership consultant should
get 80-90% of the members from their own efforts
50% of them from referrals from present members.
开心的会员 = ?
推荐
朋友, 家人, 同事,曾经的 同学 和会员能想到的其他的人.
一个完美的销售人员应该
靠他们自己的努力得到80-90% 的会员
50% 是从会员的推荐得到的.
你想做好的还是杰出的?
Small numbers 小数字
2, 3 & 4.
Equals 9? Or not?
For example
1 new member
2 referrals who join and give 2 referrals…
Do this five times and get 32 members.
Get 3 referrals each time and get 243 members.
Get 4 referrals each time and get 1024 members.
Power of prospecting.
How to do that?
2, 3 & 4.
等于 9? 或者不是?
例如
一个新会员
2个被推荐进来的会员，推荐2个…
做5次得到32名会员。
每次得到3个推荐 ，得到243 名会员.
每次得到4个推荐 ，得到1024名会员。
潜在会员的能力.
怎样做?
Practice 练习
With you partner do a post sale presentation with your last partner.
Get them excited and focussed about using the club.
和你的同伴做展示销售演示.
让他们感觉到喜悦，焦点在使用会所.
After Sales Service. 售后服务
Next step.
Could be –
Health Check
PT session
Group exercise class scheduled
Remind them.
Takes a minute or two.
Check in with them a week, two weeks and a month
Why do you do this?
下一步.
可能是 –
健康检查
私人教练
团体练习课程表
提示他们.
用一分钟或两分钟.
留意他们一周, 两周或者一个月
为什么你要这样做?
Relationship points 关系点
Building up “relationship points” with the member.
More points more referrals.
(And vice versa.)
Why will they refer more people?
Trust you.
Like you.
Owe you.
Every member do this.
Expand your network.
和会员建立“关系点”.
更多的点会有更多的推荐.
(反之亦然.)
他们为什么推荐更多的人?
相信你.
喜欢你.
感激你.
每个会员都这么做.
扩大你的网络.
Fishing 钓鱼
Referrals like fishing
Club is boat.
You are a fisherman with a net on that boat.
Want a big net to catch many fish
Takes time & effort.
Being great is not easy.
推荐像是钓鱼
会所是船.
你是渔夫
有个网在船上.
要一个大网捕获很多的鱼
用时间&努力.
伟大的事情都不简单.
Best Time 最佳的时间
To get buddy referrals?
At sign up.
Happy about joining.
Filling out paperwork already.
Need professional sheet.
Sample in handbook .
得到同伴的推荐?
在签合同的时候.
因为加入而高兴.
完成填写好文书工作.
需要一个专业的表格.
手册上的样本 .
How to present it? 怎样展示
How to present it? 怎样展示
Sample dialogue in book.
Read together in pairs.
Practise.
书上的简短对话
两人一起阅读.
练习.
Wrap up and tomorrow 完成
Okay great work today, you are 75% of the way to being a great membership consultant.
今天做得很好, 你完成了75%在成为一个伟大的会籍顾问的道路上。
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