Negative Buying Signals - Sales Influence Podcast - SIP 608

欢迎收听销售影响力播客，我们将探讨人们购买行为背后的原因。

Welcome to the sales influence podcast where we talk about finding the why in how people buy.

我是您的主持人安东尼奥。

I'm your host, Antonio.

感谢您再次加入我们。

Thank you for joining me again.

今天，我们想聊聊购买信号。

Today, we wanna talk about buying signals.

我之前已经做过一期关于积极购买信号的播客。

Now, I've done a podcast already on positive buying signals.

购买信号是客户所说的一句话，明确表明他们准备购买，并且愿意从你这里购买。

A buying signal is a statement made by the customer that is a clear indication that they're ready to buy and they're willing to buy from you.

然而，销售人员常常忽略这些信号，还在继续推销，而实际上交易已经完成了。

Now, too often salespeople run by these signals and keep trying to sell when the sale is already done.

这被称为过度销售。

That's called selling beyond the sale.

在我们上一期播客中，我谈到了积极的购买信号，也就是你应该留意的一些迹象，表明客户已经准备好在合同上签字或拿出信用卡付款。

Now, I talked in our last podcast about positive buying signals, things you should listen for to say, The customer's ready to sign on that line or give you that credit card.

但现在我想谈谈消极的购买信号，也就是相反的情况。

But now I want to talk about negative buying signals, the opposite.

当你听到这些表述时，它们表明客户并没有意愿，购买的可能性更低了。

When you hear these statements, they're an indication that the customer is not in, that the customer is less likely to buy.

换句话说，他们根本对你的产品不感兴趣。

In other words, they're simply not buying what you're selling.

现在我想逐一分析一些消极的购买信号，但在那之前，我想提醒你，听一句话是一回事。

Now I want to go through some of these negative buying signals, but before I do, I want to remind you that listening to a statement is one thing.

对吧？

Right?

别人说了什么，客户说了什么是一回事，但他们是用什么语气说的。

What somebody says, what a customer says is one thing, but how they say it.

当你观察他们的肢体语言时，这一点同样重要。

When you look at their body language, again, that matters.

你必须考虑到这一点。

You have to take that into account.

此外，你还得考虑语气，他们是怎么说的。

And then you also have to take into account tone, how they said it.

这很重要，因为如果我只听话语、观察肢体语言，同时留意语气，就能迅速判断这个人是否有购买意向。

Now, this is important because if I listen to the words, if I watch body language, and I listen to the tone, I can triangulate very quickly whether this person is in or out.

接下来，我会介绍七个负面购买信号，当你听这个播客时，问问自己：如果听到这些话，我会怎么说、怎么做？

Now, I'm going to go through seven negative buying signals, and as you're listening to this podcast, ask yourself, what would I say, what would I do in that situation if I heard that?

我会如何调整我的销售方式？

How would I adjust my sales approach?

我会如何改变策略？

How would I change tack?

我会问什么问题？

What would I ask?

让我来逐个讲解这七个购买信号，我们一边听一边讨论。

Let me go through the seven buying signals and let's kind of talk through it as we go through it.

第一个：你能给我发一份正式报价吗？

The first one: Can you send me a formal quote?

这句话的语气决定了你是否相信对方有购买意愿或兴趣。

Depending on how that statement is said will tell you whether you believe the person or not in terms of their willingness or interest in buying.

如果有人这么说，你知道吗？

If somebody says, know what?

就发我一份报价吧。

Just send me a quote.

你知道吗？

You know what?

就发我一份报价吧。

Just send me a quote.

相比之下，我喜欢你提供的信息。

Versus, I like the information you've given me.

你能帮我发一份报价吗？

Can you please send me a quote?

再次强调，后者更有可信度，对吧？因为语气、表达方式和措辞都不同。

Again, the latter has more credibility, right, because of the tone, the way it was said, the way it was framed.

所以如果有人对你说：你知道吗？

So if somebody says that to you and they're like, You know what?

你就直接给我发个报价吧。

Just go ahead and send me a quote.

在这种情况下，你会怎么回应？

What would you say in that situation?

你会如何反问客户，来判断他们是真的有兴趣要报价，还是只是想打发你走？

How would you push back on the customer to qualify whether they really wanted a quote because they were really interested, or are they simply asking for it just to go, Shoo, get away from me.

对吧？

Right?

我现在不想跟你打交道。

I don't want to deal with you right now.

我不想让你来推销我。

I don't want you to close me.

啊，直接发个报价给我吧。

Ah, just send me a quote.

你会怎么说？你会问什么？你会怎么调整你的策略？

What would you say, what would you ask, how would you change your attack?

记住这一点。

Keep that in mind.

购买信号，负面购买信号二。

Buying signal, negative buying signal number two.

给我发封邮件，提供更多信息。

Send me an email with more information.

你有没有见过有人就说，你知道吗？

You ever see people just say, You know what?

你能不能再发点详细信息给我？

Why don't you just send me some more information?

再说一遍，怎么说的、肢体语言，或者你在电话里时的语气，都会带来天壤之别。

Now again, how that's said, body language or if you're on the phone, what's that tone makes all the difference in the world.

如果有人说，你知道吗？

If somebody says, You know what?

给我发一些更多信息。

Send me some more information.

再说一遍，这句话是怎么说的？

And again, how is it said?

如果他说的是，你就发一些更多信息给我。

If it's said, Just send me some more information.

这是一个负面购买信号。

That's a negative buying signal.

这个人不在。

That person is not in.

如果你听到这个负面信号，那种几乎像是‘我想摆脱你’的购买语气，你会怎么说？你会怎么做？你的销售方式需要做哪些调整？

And if you hear that negative signal, that almost kind of like, I want to get rid of you buying tone, what would you say, what would you do, what would you shift on in terms of your sales approach?

你会有什么不同的做法？

What would you do differently?

你该如何再次评估这位客户，以确定他们是真的需要更多信息来做购买决定，还是只是想打发你走？

How would you qualify that customer, again, to see if they really truly needed more information to make a buying decision, or are they just trying to get rid of you?

第三点：我拿到三个报价后才会做决定。

Number three: After I get three bids, I'll decide.

我之前在另一个播客里提到过，当有人这么说时，我认为这通常更偏向负面而非正面。

Now, I talked about this in another podcast, and in many cases when somebody says this, I think it's more negative than positive.

换句话说，他们购买的可能性低于不购买的可能性。

In other words, they're less likely to buy than likely to buy.

但再次强调，当有人表示‘在做购买决定前我需要比较三个报价’时，我在之前的播客中谈过，你需要超越价格去销售。

But again, when somebody says, I need to get three bids before making a buying decision, in a previous podcast I talked about how you need to sell beyond price.

你需要谈论质量，也要谈论服务，真正引导对话，让客户意识到：这不只是价格问题，而是关于质量和服务。

You need to talk about quality and you need to talk about service, and really frame that conversation in a way that the customer goes, Okay, it's not about price, it's really about quality and service.

再次提醒，关于这一点请听我其他的播客。

Again, listen to my other podcast on that.

负面购买信号第四点：这挺有意思的。

Negative buying signal number four: That's interesting.

不，这挺有意思的。

No, that's interesting.

你有没有过这样的对话，对方只是说：这挺有意思的。

You ever have a conversation and they just say, That's interesting.

再说一遍，对我来说，一听到这句话，我的大脑就像罗马烟花一样炸开了，因为当有人说‘这挺有意思的’，这几乎是一种敷衍的表态。

Now, again, to me that to me just signals, my brain just lights up like a Roman candle when I hear that, because when somebody says, That's interesting, that's almost a dismissive statement.

他们是在回避我刚才说的话。

They're like dismissing what I just said.

这几乎就是在说：我不知道该怎么回应，所以只能说‘这挺有意思的’。

It's almost like, I don't know what to say, so I'm say, That's interesting.

这挺有意思的。

That's interesting.

你经常能听到这句话。

And you hear that a lot.

我觉得这是一种小故障，可以称之为思维上的卡顿。

I think it's a hiccup, call it, like a mental hiccup that people have.

这是一种他们养成的习惯。

It's like a habit they get into.

当他们不知道该说什么，而且其实并不觉得有趣时，就会说：‘哦，挺有意思的。’

When they don't know what to say and it's not really that interesting, they'll go, Oh, that's interesting.

其实没那么有趣。

It's not that interesting.

但如果有人这样讲：‘挺有意思的。’

Now, if somebody said it this way: That's interesting.

我以前不知道这一点。

I didn't know that.

这样的话，你可以相信，这确实是一个积极的参与信号，说明他们真的在认真听。

Now that, you can believe, is a positive buying signal in terms of they're in mentally.

但当你听到‘挺有意思的’时，你会怎么说？

But when you hear that's interesting, what do you say?

你会怎么做？

What do you do?

例如，当有人说‘是的，这很有趣’时，你的回应之一可以是：‘那你觉得什么地方有趣呢？’

For example, when somebody says, yeah, that's interesting, maybe one of your responses could be, well, what did you find interesting about that?

突然间，对方就会停下来。

And all of a sudden the person's going to just stop.

他们会立刻停住，因为现在他们必须解释为什么这么说。

They're mentally going to just stop, dead in their tracks, because now they have to explain why they just said that.

如果他们解释了为什么有趣，那么这句话就是真诚的。

And if they explained why it's interesting, then that statement was valid.

但如果他们只是说：‘呃，我只是觉得挺有趣的’，那你就能确定这并不是一个购买信号。

But if they just say something like this, Well, nah, I just think it's interesting, then again, now you know that's buying a signal.

这意味着他们对你的对话或推销并不感兴趣。

That means they're not into your conversation, your pitch.

那这个呢？

How about this one?

第五点：你提出问题，但他们只给你非常简短的回答。

Number five: You ask questions, but you get these real short answers.

换句话说，他们不愿意向你详细解释某些事情。

In other words, they're not willing to fully explain something to you.

这一点很难描述。

This one's hard to describe.

比如，如果你在卖屋顶材料，我作为住户、业主或房主问你问题时，许多房主都会详细说明他们想要什么。

It's like if you're selling roofing, for example, and I ask you a question as a resident, the owner, the homeowner, many homeowners will go into detail about what they want.

而那些真的不想从你这里购买的人，只会说：‘是啊是啊，我们就这么办。’

Those who don't really want to buy from you will just say, Yeah, yeah, we're just going to do that.

给我报个价就行。

Just give me a quote on Forget.

我们只需要那个。

We just need that.

但其他人会说：‘你知道吗？’

But other people will say, You know what?

我们想要的是这些，这样你才能真正理解。

Here's what we're looking for, just so you really understand.

我们想要做的是，屋顶坡度很高，需要通风，等等，不管是什么情况。

What we want to do is we've a high pitched roof, we need a ventilation, da da da, whatever it may be.

他们会详细说明。

They'll go into detail.

所以当客户给出简短的回答，不怎么展开时，这就是一个负面购买信号，表明他们没有兴趣。

So when a customer is giving you short answers, not really elaborating, that is negative buying signal that they're not interested.

所以，再次记住这一点。

So again, keep that in mind.

那这个呢？

How about this one?

我听过客户这么说：你知道，我现在不想做决定，我只是在做些研究。

I've heard customers say this one: You know, I'm not looking to make a decision right now, I'm just doing some research.

这没问题。

And that's fine.

我们都想做研究，但对我来说，这仍然是一个‘我不打算买’的信号。

We all want to do research, but again, that to me is an I'm not in statement.

所以当有人说‘我现在不想做购买决定’时，你该怎么回应，稍微挑战一下他们呢？

So when somebody says I'm not looking to make a buying decision right now, again, what would you say to them to challenge that a little bit?

你会如何调整你的销售流程和销售策略？

How would you adjust your sales process, your sales tact?

我现在不想做决定。

I'm not looking to make a decision right now.

而且，你可能还想对客户提出一些质疑。

And again, maybe you want to challenge the customer.

那你需要哪些信息才能做出购买决定呢？

Well, what information will you need to make a buying decision?

你做购买决定的标准是什么？

You know, what are your criterias for making a buying decision?

这样我或许能帮上你。

And then maybe I can help you with this.

不管怎样，我希望你能思考一下这个问题。

Whatever it may be, I want you to think about this.

当你听到这种消极的购买信号时，这意味着什么？

When you hear that negative buying signal, what does that mean?

我们该如何挑战客户？

How do we challenge the customer?

我们该如何稍微施加一点压力，来判断这是否是真实的？

How do we push them back just a little bit to kind of figure out whether or not this is real or not?

最后一个情况是，当你对某人说些什么时，他们只会说，是的，哪种都行。

And the last one is, when you say something to somebody, they'll just say, Yeah, that's fine either way.

这是我最喜欢的一种情况。

That's one of my favorite ones.

当我这么说时，是的，是的，哪种都无所谓。

When I go, Yeah, yeah, either way it doesn't matter.

那你更喜欢这个还是那个？

Well, would you like this or this?

是的，其实没什么区别，你把两种都报个价给我吧。

Yeah, it doesn't really matter, just quote them both for me.

您想要这个高度还是那个高度？

Would you like it this tall or that tall?

请给我两个报价。

Just give me a bit for both of them.

当人们跟你说‘反正都行，两个都给我报价’，这意味着他们根本没有偏好。

When people give you those wishy, just give me both of them, that means they don't even have a preference.

因为他们没有偏好，所以他们只是在找价格。

And because they don't have a preference, they're just looking for price.

换句话说，他们是在浪费你的时间。

In other words, they're wasting your time.

所以，再回听一遍这个播客，从头开始，逐一分析这七个负面购买信号，并问自己：我会怎么说？

So again, rewind this podcast, go to the beginning, and go through all seven negative buying signals and ask yourself, What would I say?

我会如何挑战客户，来判断是否能吸引他们，让他们参与对话？

How would I challenge the customer to figure out whether I can hook them, bring them into the conversation?

因为如果你听到这些说法，就意味着他们根本没兴趣。

Because if you're hearing these statements, that means they're simply not in.

你还没有让他们锁定。

You don't have them locked in.

他们没有与你互动。

They're not engaging with you.

你可能有一些微妙的默契，但你并没有真正与客户建立深度连接。

You may have some subtle rapport, but you're not truly engaged with the customer.

这些负面购买信号本质上是在告诉你，客户并不认同你。

These negative buying signals are basically telling you the customer is not buying you.

他们可能喜欢你的产品，喜欢它对他们的房子或其他方面带来的好处，但他们并不买你所推销的东西。

They may like your product, they may like what it does for their house or whatever it may be, but they're not buying what you're selling.

此时，你正处于一个关键的运作模式中。

And at this point you are in, I'll say, a critical mode of operation.

当你听到负面购买信号时，你的脑海中应该响起警报，明确地提醒你：他们并不在状态。

When you hear a negative buying signal, there should be an alarm that goes off in your head that basically screams, They're not in.

他们并不在状态。

They're not in.

他们没投入。

They're not in.

我们需要建立互动。

We need to engage.

我们需要找到一种方式来建立互动。

We need to find a way to engage.

当你们听到这些负面购买信号时，我希望你们放慢语速，放慢演示节奏，并多提一些开放式问题，试图把客户拉入你们的对话领域。

And what I want you to do is when you hear these negative buying signals is to slow your pitch down, slow your presentation down, and ask more open ended questions to try to draw the customer into your sphere of conversation.

如果你们能做到这一点，你们更有可能成交。

If you can do that, you're more likely to sell than not.

以上就是本期销售影响力播客的全部内容。

And that is it for this sales influence podcast.

别忘了在 iTunes、Stitcher 或 YouTube 上给我留下反馈。

Don't forget to leave me some feedback on iTunes, Stitcher, or YouTube.

你们懂的。

You know the deal.

我始终非常感谢你们的评论。

I always appreciate your comments.

另外，欢迎访问我的在线销售培训平台——销售速度学院。

Also, check out my online sales training platform, the Sales Velocity Academy.

40个视频，实际上是将近400个视频。

40 videos, almost 400 videos rather.

我的13本书。

My 13 books.

如果你真心想提升销售速度，请访问 salesvelocityacademy.com。

If you're serious about increasing your sales velocity, go to salesvelocityacademy.com.

最后，我要感谢你们的收听。

Lastly, I wanna thank you for listening.

我是维克托·安东尼奥，始终提醒你们：一旦知道怎么做，就大胆授权。

This is Victor Antonio, Always reminding you, delegate hard when you know how.

保重。

Take care.

你好。

Hi.

我是维克托·安东尼奥。

I'm Victor Antonio.

我是一名作家、销售培训师和主题演讲者。

I'm an author, sales trainer, and keynote speaker.

我经常被问到，什么才是一位优秀的演讲者？

I'm often asked, what makes a great speaker?

是那种能提供实用内容、让观众真正受益的人吗？

Is it someone who delivers real content that the audience can use?

是那种能与观众互动，让他们融入学习过程的人吗？

Is it someone who engages the audience so they're part of the learning experience?

还是那种能激励观众突破舒适区、发现新潜能的人？

Or is it someone who can motivate an audience to push them beyond their comfort zone and discover new abilities?

答案是：都是。

The answer is yes.

但最重要的是要记住，我并不是为了让自己看起来很棒。

But the most important thing to remember is that I'm not there to look good.

我是为了让我客户看起来很棒。

I'm there to make my client look good.

简单来说，这从来都不是关于我，而是始终关于他们。

Simply put, it's never about me and it's always about them.