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NO.276
讓顧客甘願多付錢
如何讓顧客跟你交易不在乎價格?快提出價值主張,成為他們最信賴的夥伴!
2008-05-01 /  3400  0
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 網路版長訂優惠


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5分鐘摘要

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感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

MAIN IDEA

感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。


感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

1
傳統的銷售方法已經失效了。今天的顧客擁有太多選擇,如果你還是著重於價格,那麼唯一能做的就只有不停降價,直到收入不足以支持你繼續經營為止。

感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

1
The traditional sales process is broken. Customers today have so many choices that if all you focus on is price, the only thing you can do is keep lowering your prices until it gets to a stage where you're not making enough money to stay in business.

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2
你所需要的是一套全新的銷售方法,稱為「創造價值的銷售法」(VCS),VCS的核心觀念是,與其從自己的產品或服務著手,不如先仔細研究,顧客在考慮購買你的產品或服務時,是因為遇到什麼問題要解決。只要能先徹底了解顧客的營運狀況再去接觸顧客,提出可行之道,讓對方因為運用你的商品而得以提升營運績效,那麼局面就會完全不同。

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2
What's needed is a completely new approach to selling called "value creation selling" (VCS). The whole essence of VCS is that instead of starting with your own product or service offering, you start by looking closely at what problem the customer is trying to solve when he or she considers buying your product or service. If you get to know your customer's business inside and out and then come back to them with workable ways they can make their business work better by using your offering, then it's a whole new ball game.

感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

3
不要只是扮演顧客的合作廠商或供應商,要變成他們信賴的夥伴。如果你把自己的角色,定位為顧客用來求取有創意、符合成本效益解決方案的資源,不僅能讓自己有效做到差異化,還能開拓出康莊大道,達到更好的價格和更高的銷售量。

感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

3
Instead of merely being your customer's vendor or supplier, become their trusted partner. If you position yourself as a resource your customer can turn to for creative and cost-effective solutions, not only do you differentiate yourself effectively but you also pave the way to achieving better pricing and higher sales.

感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

4
一旦開始有效運用VCS,而不再只用價格競爭,就能隨時間建立起愈來愈深厚的顧客關係,讓你的顧客愈來愈沒辦法變心。

感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

4
If you start using VCS effectively, rather than competing on price alone, you'll have a customer relationship that gets deeper and deeper over time, making it exceptionally difficult for your customers to switch to someone else.

感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

關鍵思惟


「或許是該重新設定銷售方式的時候了。想想看,傳統的銷售方法在過去100多年來沒有太大改變。你的顧客希望讓你了解他們的經營方式,讓身為供應商的你能幫助他們改善營運。問題在於,用傳統的銷售方式是無法辦到的,長期未受討論的銷售機制其實已經不合時宜了。新銷售方法的核心,是要全心關注顧客的成功。運用自己具備的各種資源,協助顧客達成業績目標與要務,就能夠創造價值。我把這套新方法稱為『創造價值的銷售法』,也就是VCS。」──瑞姆.夏藍 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

Key Thoughts


"It might be time to reinvent the way you sell. Consider that the traditional sales process hasn't changed much for more than a hundred years. Your customers want you to know how their business works, so you, the supplier, can help them make it work better. Here's the catch:you won't be able to do that with your traditional sales approach. The truth is that the long neglected sales function is out of synch with current opportunities. The heart of the new approach is an intense focus on the prosperity of your customers. By tapping the many resources you have at your disposal to help customers meet their business goals and priorities, you are adding value. I call this new approach value creation selling or VCS." — Ram Charan 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。


第1部分

傳統銷售方法的問題

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你的顧客希望你了解他們的經營方式,使得身為供應商的你,能幫他們在自己競逐的戰場上贏得勝戰。傳統銷售方法並不能滿足這樣的期待,各方反而只在意要拿到最好的價格。這就是雙方的首要目標不同調,即使更換新的獎勵措施或業務人員也無濟於事。


感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

Part 1

The Problems with the Traditional Sales Process

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Your customers want you to know how their businesses work so you, as their supplier, can help them succeed in their own competitive battles. The traditional sales approach doesn't achieve that. Instead, everyone is focused on getting the best price they can. This is a mismatch of priorities that cannot be solved with new incentives or new people.


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5
傳統銷售方法已經失效而且不再可行,其警訊處處可見:

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5
The warning signs that the traditional sales process has broken down and no longer works well are everywhere to see:

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關鍵思惟


「調整銷售方法沒有捷徑,如果有,大多數人早就做了。可是那些高瞻遠矚、懂得採用『創造價值的銷售法』並持之以恆的領導人,將能夠讓他們的公司歷久不衰。只要能真正為顧客創造價值,供應商就可以在眾多競爭對手中脫穎而出,並且因為絕佳的策略、創新與優秀人才,獲得更好的報酬。」──瑞姆.夏藍 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
「成交不是目標,只是成功溝通的表徵。這個表徵也顯示出你了解顧客,並且以顧客的成功當作衡量自己成功與否的標準。你的成功取決於你是否了解如何為顧客創造價值。如果你無法為顧客的績效帶來正面影響,那麼你公司賣的只不過是大宗商品,也只能賣大宗商品的價格。」──盧.埃克里斯頓,Pivot科技公司執行長 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。

Key Thoughts


"There is no quick fix. If there were, most people would have made it long ago. But those leaders who are forward looking, who have the temperament to implement value creation selling and stay with it, will enable their companies to win on a consistent basis. Suppliers that create real value for customers will stand out against the competition and get a better return on their great strategies, innovations and talented people." — Ram Charan 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。
"Making a sale is not the objective, it's just a symptom of a successful communication. It's a symptom that indicates you understand the customer and are measuring your success by your customer's success. Your success is governed by how well you understand what you can do to create value for the customer. If you can't impact the customer's performance in a positive way, then you're going to be a commodity product and you're going to get commodity prices." — Lou Eccleston CEO, Pivot Inc. 感謝您對大師輕鬆讀的愛護,並且全力支持您合理地使用我們為您精心編製的內容。希望未來可以提供您更方便更友善的服務。




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