Advantages of telephone negotiation
First, go directly to the person in charge.
In the terminal-oriented channel reform, buyers' right to speak has risen rapidly, especially in some supermarkets. Purchasing leaders are often in an absolute position, and it is usually as difficult to find them as the negotiation process. I think the key account manager will have a deep feeling in this regard. Reservations are difficult for two reasons:
(1) They are really busy, and they have to negotiate with at least ten suppliers in a working day. The staffing of the purchasing department is small, and each manager needs to be responsible for all manufacturers of a category;
(2) the person in charge of purchasing does not receive suppliers, and the purchasing workflow is not to negotiate with the factory all day. They need to investigate and analyze the sales data of each product and the effect of promotional activities. Sometimes they go to the store to check the display of products, or even go to other stores? Patrol price? It's hard for you to find them in this situation. Even if you happen to meet them, they won't talk to you about anything.
Telephone negotiation can just solve this problem. You can find them directly through the office phone or mobile phone. If the buyer doesn't have time to interview you, you can negotiate with them by phone. After using telephone communication skills, we can finally improve each other's interest in negotiation and lay a good foundation for face-to-face negotiation between the two sides in the future.
Second, relieve stress.
As mentioned above, the buyer is often in an absolute position in the negotiation. When the two sides sit at the negotiating table, the seller is always under more pressure, and it is easier to make concessions and compromises. Except for some sales experts, most sales representatives will have some subtle psychological changes in front of the buyer, which subjectively enlarges the negotiating position of both parties. Their principles and bottom lines are like gates on the river. If there is a little pressure, the gate will open wide and then plummet.
Basically, you can ignore the pressure on your mobile phone. When you don't meet a buyer, you usually keep a good attitude. Ignoring the identity differences between the two sides will bring many benefits to the negotiations. No matter whether the other party is a senior expert or an industry expert, you will not feel nervous and at a loss, and you can use the established negotiation strategy with ease.
Third, reduce costs.
In fact, many negotiations don't necessarily require the sales staff to come to the scene. For example, in some cases involving few topics, we can make things clear by telephone and exchange views with each other. Transportation cost is one of the big expenses of the sales department, and the headquarters of some large chain systems are not in the local area. If you have to go to a different headquarters every time you negotiate, the bonus at the end of this department will become a big problem.
Preparation before telephone negotiation
1. Think about what you want to express first, and then write it on a piece of paper in concise language. For example, if you want to make an appointment for an interview with the other party, you should first write down your free time range. If the other party's scheduled time happens to conflict with ours, you can immediately put forward your own suggestions for revision.
2. After dialing the phone, the other party will definitely ask you a lot of questions about the product or service, so you need to list the possible questions one by one, and then attach the standard answers. All replies should be simple and comprehensive, and it is best to explain each question in only two sentences.
If the other party has answered 50 calls before you call, they may be very unhappy to answer your calls again. It is difficult for them to communicate with you calmly, or even refuse you directly. At this time, you need to make relevant preparations in the preparation period to improve the other party's interest in negotiation with the shortest words, that is, the three elements of negotiation: ① introduce the most distinctive aspects and attractive selling points of your product or service; 2 state what you can best meet each other's needs; (3) If you can't cooperate, what will the other party lose?
Before entering the telephone negotiation, you should master at least the above three points. It is suggested to do a complete exercise here, and finally achieve a smooth and concise effect.
After connecting the phone, you should state your name and the name of the company you represent, and explain the intention of calling. Although this is common sense, there are still many salespeople who can't grasp the details. For example, when introducing your first three sentences, you must show enough confidence and standard pronunciation and intonation, and speak at an appropriate speed, so that the other party can clearly feel the difference between you and others in various business calls and establish an effective separation with competitors. Some salesmen will have some catch phrases when they speak, which is a very bad habit. If the other party may tolerate it in regular negotiations, it may be fatal in telephone negotiations. It is hard for buyers to believe that a sales representative with a confused expression will have any trustworthy products in his hand.
Don't rush into the subject after the opening remarks, ask the other party if it is convenient to answer. The other party may be negotiating or preparing for a meeting at the moment, but you can talk about it yourself, which can easily cause the other party's disgust. If the other party tells you that it is really inconvenient to answer the phone, don't end the call. The correct way is to ask the other person when he has time to talk, and be sure to specify the specific time to prevent the other person from prevaricating you with refusal.
You can't know the other person's expression or posture on the phone, so it's difficult to tell the other person's attitude towards every topic. So after a topic is over, ask the other party if they are clear or have any opinions, and then enter another link after both parties agree. Don't worry about the other person's rejection and speed up your speech, regardless of the other person's feelings.
If it is the first time for both parties to communicate, then the other party will ask you many questions. At this time, you should write all the questions on paper in simple sentences as much as possible, and then analyze the matters that the other party is most concerned about from these questions. Don't trust your memory too much. When you talk to the other person, you are in a highly concentrated state. Maybe you speak very well, but when you put down the phone, you usually forget some topics, which will affect your later information analysis.
Demonstration of telephone negotiation scene
Wang: Key Account Manager of M Dairy Company
Song Weidong: Huahui (pseudonym) purchasing manager of large supermarket chain.
On Monday morning, Wang dialed the telephone of Manager Chen's office.
Wang: Good morning, Manager Song. My name is Wang, and I am the key account manager of M Dairy Company. I want to talk to you about my products entering the store. Do you have time now? Through previous understanding, Wang already knows the name and telephone number of the person in charge of the store. )
Song Weidong: I don't have time now. I will hold a regular meeting of the department soon. (eager to end the call, obviously not interested in this conversation)
W: Well, I won't bother you. When are you free? I'll call you back. You must tell the time yourself at this time, or they will refuse in another way the next time you call.
Song Weidong: Maybe this time tomorrow.
Wang: OK, see you tomorrow. I will also communicate by phone tomorrow, but? See you tomorrow? Can close the psychological distance between the two sides)
On Tuesday morning, Wang dialed the telephone of Manager Song's office again.
Wang: Good morning, Manager Song. I talked to you on the phone yesterday. My name is Wang, and I am the key account manager of M Dairy Company. (First of all, remind the other party that he approved the call today, so there is no reason to shirk it. )
Song Weidong: What products do you want to talk about when you enter the store?
Wang: In the first half of the year, our company newly launched five lactic acid bacteria products, hoping to cooperate with your store.
Song Weidong: I'm not interested in this category. There are several brands on sale in the store at present. I don't want to add any brand for the time being. Sorry (obviously ready to end the conversation)
Wang: Yes, there are several brands in the shop, but they are all packaged at room temperature. My product is active lactic acid bacteria, which is packaged in fresh-keeping way. Of course, you know consumers are more willing to buy fresh milk in the same price range. Secondly, our products have entered the catering channel in an all-round way, and the sales volume is rising every month, especially in those large restaurants near you, many consumers will go to the store for secondary consumption; Our company adopts? High price and high promotion? Our marketing strategy, so the gross profit point of my products must be higher than other dairy products. In this passage, Wang mentioned the selling point of the product, the established fixed consumer group and high gross profit, so as not to cause opposition from the other side and end the negotiation.
Song Weidong: (Thinking for a moment) What other channels can you sell your products? The other party is interested, but needs some data to support his idea. )
Wang: At present, more than 65,438+000 supermarkets are selling our products, including some international chain stores. Sales are good. I can show you historical data. (Enhance each other's confidence by telling the facts)
Song Weidong: Well, come for an interview tomorrow morning. Please bring some samples.
Summary of scenario demonstration: In the first call, the buyer didn't give Wang a chance to speak. Many salespeople had to end the call at this moment, but Wang showed flexibility and won a reasonable call opportunity. In the second call, in the face of the buyer's refusal, Wang told the other party the unique selling point and competitive advantage of the product in a short time according to the main points of telephone negotiation, which successfully improved the other party's interest in negotiation and finally won the opportunity of regular negotiation between the two parties.
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