價(jià)值獲取銷售：如何贏得第三次銷售轉(zhuǎn)型
定 價(jià)：68 元
- 作者：（法）Jean-Claude Larreche（讓-克洛德·拉雷謝）
- 出版時(shí)間：2025/10/1
- ISBN：9787121514562
- 出 版 社：電子工業(yè)出版社
- 中圖法分類：F713.50
- 頁碼：236
- 紙張：
- 版次：01
- 開本：16開
本書從獨(dú)特的視角詳細(xì)闡述了銷售過程中的兩大階段：為客戶創(chuàng)造價(jià)值；為供應(yīng)商企業(yè)創(chuàng)造價(jià)值。對于后者，這無疑為銷售人員提供了一種引人注目且強(qiáng)大的新思路。當(dāng)前，為了應(yīng)對不斷變化的銷售環(huán)境，銷售的目標(biāo)發(fā)生了重大轉(zhuǎn)變，從提供收入轉(zhuǎn)向創(chuàng)造企業(yè)價(jià)值。毫無疑問，本書為這一轉(zhuǎn)變提供了清晰的路線圖，并幫助讀者更深入地了解以客戶為中心的價(jià)值銷售模式，引導(dǎo)銷售人員找到一個(gè)更有效的談判定位，在滿足客戶需求的同時(shí)為企業(yè)獲取更多的價(jià)值。本書值得每位銷售人員、管理者和企業(yè)家一讀,它揭示了銷售轉(zhuǎn)型的核心秘密，能幫助你在第三次銷售轉(zhuǎn)型中搶占先機(jī)，成為價(jià)值獲取的贏家。
讓-克洛德·拉雷謝，國際知名商學(xué)院歐洲工商管理學(xué)院(INSEAD)名譽(yù)教授。除了豐富的學(xué)術(shù)生涯，他還曾為許多全球知名的公司提供咨詢服務(wù)，并在幾家公司的董事會任職。他還是體驗(yàn)式學(xué)習(xí)解決方案提供商StratX Simulations的創(chuàng)始人兼董事長。
唐國華實(shí)戰(zhàn)派營銷顧問，訓(xùn)戰(zhàn)合一教練。國內(nèi)某著名運(yùn)營商“客戶經(jīng)營及鐵三角精英計(jì)劃”核心導(dǎo)師。具有20多年的營銷及管理實(shí)踐經(jīng)驗(yàn)，曾服務(wù)于世界500強(qiáng)企業(yè)，歷任大客戶經(jīng)理、銷售顧問、銷售經(jīng)理、銷售總監(jiān)、大中華區(qū)總經(jīng)理、亞太區(qū)銷售總監(jiān)，以其豐富的實(shí)戰(zhàn)經(jīng)驗(yàn)和扎實(shí)的理論功底幫助企業(yè)提升銷售績效。
第1 章 價(jià)值獲取的出現(xiàn)·····································································.1
推動式銷售——推銷·····································································.4
三次銷售轉(zhuǎn)型··············································································.5
登上變革的列車，成為價(jià)值獲取冠軍···············································.10
變革之路的第一步·······································································.11
本書的結(jié)構(gòu)················································································.12
第2 章 客戶價(jià)值創(chuàng)造·······································································.15
從產(chǎn)品銷售到客戶價(jià)值銷售···························································.17
第一次銷售轉(zhuǎn)型··········································································.20
第二次銷售轉(zhuǎn)型··········································································.28
以客戶為中心有助于實(shí)現(xiàn)第二次銷售轉(zhuǎn)型·········································.35
客戶價(jià)值的創(chuàng)造只是故事的一部分··················································.37
第3 章 企業(yè)價(jià)值創(chuàng)造·······································································.39
通用電氣的大轉(zhuǎn)型·······································································.42
價(jià)值破壞的根源··········································································.44
改變衡量企業(yè)成功的標(biāo)準(zhǔn)······························································.46
企業(yè)價(jià)值創(chuàng)造的業(yè)務(wù)轉(zhuǎn)型······························································.49
企業(yè)價(jià)值創(chuàng)造的驅(qū)動因素······························································.52
第4 章 設(shè)定多個(gè)目標(biāo)·······································································.55
從銷售第一階段過渡到銷售第二階段···············································.58
收入管理系統(tǒng)與價(jià)值獲取文化························································.59
根據(jù)激勵(lì)開展談判·······································································.60
駕馭企業(yè)價(jià)值創(chuàng)造的三個(gè)驅(qū)動因素··················································.68
銷售人員的角色升級····································································.71
第5 章 提升客戶滿意度····································································.73
客戶滿意度與企業(yè)價(jià)值·································································.75
客戶滿意度調(diào)查··········································································.77
第6 章 培養(yǎng)領(lǐng)導(dǎo)者心態(tài)····································································.87
為什么你要成為領(lǐng)導(dǎo)者·································································.89
什么是領(lǐng)導(dǎo)力·············································································.90
作為領(lǐng)導(dǎo)者，你的個(gè)人成長···························································.99
“自我意識”與領(lǐng)導(dǎo)力································································.101
企業(yè)價(jià)值獲取的使命··································································.103
第7 章 價(jià)值獲取的準(zhǔn)備··································································.105
準(zhǔn)備的藝術(shù)··············································································.108
談判背景·················································································.111
初步準(zhǔn)備·················································································.113
你知道BATNA 嗎·····································································.119
價(jià)值獲取的BATNA 邊界····························································.122
第8 章 價(jià)值獲取的策略··································································.127
買方的BATNA·········································································.130
你知道ZOPA 嗎·······································································.132
為了價(jià)值獲取，將ZOPA 可視化··················································.133
預(yù)測買方的BATNA 邊界····························································.139
探索ZOPA 范圍·······································································.140
影子教練·················································································.144
第9 章 價(jià)值獲取的戰(zhàn)術(shù)··································································.147
談判背景·················································································.149
談判路徑·················································································.152
積極傾聽·················································································.161
肢體語言·················································································.163
付諸行動·················································································.165
第10 章 價(jià)值獲取的成交································································.171
時(shí)刻準(zhǔn)備成交···········································································.173
兩個(gè)銷售階段的成交··································································.175
縮小差距·················································································.177
成交路徑圖··············································································.180
在成交階段管理風(fēng)險(xiǎn)··································································.183
湯姆的成交··············································································.187
后續(xù)·······················································································.190
第11 章 贏與學(xué)，學(xué)以贏································································.191
贏與學(xué)····················································································.193
慶祝勝利·················································································.199
學(xué)以贏····················································································.201
贏與學(xué)的陷阱···········································································.207
“創(chuàng)造”好運(yùn)···········································································.210
后記 下一步·················································································.213
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