The Biggest Sale You'll Ever Make - Sales Influence Podcast - SIP 607

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

Welcome to the Sales Influence Podcast where we talk about finding

原因

the why

动机。

in how people buy.

我是您的主持人维克托·安东尼奥。

I'm your host, Victor Antonio.

很高兴您今天能加入我。

So happy you joined me today.

今天，我想谈谈销售，但我指的是你一生中最重要的一次销售。

Today, I wanna talk about selling, but I'm talking about the biggest sale you're ever gonna make.

让我退一步说。

Let me take a step back.

2012年，劳工统计局公布了一个有趣的数字。

In 2012, the Bureau of Labor and Statistics came out with an interesting number.

他们研究了美国所有的职业。

They looked at all the working professions in The US.

对吧？

Right?

所有在职的人。

Everybody who's working.

他们发现，在美国就业的人中，每九个人就有一个从事销售行业。

And what they figured out that one in nine one in nine of people employed in The US are in the profession of selling.

每九个人中有一个。

One in nine.

这很有趣，不是吗？

That's pretty interesting, isn't it?

每九个人中就有一个从事销售行业。

One in nine are in the profession of selling.

但当他们研究另外八个人时，提出了一个不同的问题：这些人中有多少人真正从事销售业务？

But when they looked at the eight of nine, they asked a different question: How many of those folks are actually in the business of selling?

他们直接不算，但他们发现，这些人40%的时间都花在影响和说服上。

Directly they're not, but what they found is that 40% of their time is spent on influence and persuasion.

让我再说一遍，九分之一的人是正式从事销售的。

Let me say that one in nine are officially in sales.

当他们研究另外那八分之七、并非正式从事销售的人时，发现他们30%到40%的时间都在影响和说服他人。

When they looked at the other eight of nine who are not officially in sales, what they found is they spend 30 to 40% of their time influencing and persuading other people.

这说明了什么？

What does that tell you?

这说明我们每个人都在做销售。

That we're all in sales.

因为当你在影响和说服别人时，那就是销售。

Because when you're influencing persuading, that's sales.

你是在向人推销产品。

You're selling people on a product.

你是在向人推销服务。

You're selling people on a service.

你是在向人们推销一个目标。

You're selling people on a goal.

你是在向人们推销一个想法。

You're selling people on an idea.

你是在向人们推销一个愿景。

You're selling people on a vision.

你甚至在用你的热情去激励他人，因此你始终在销售。

You're even selling your enthusiasm to get people fired up, so you're always selling.

但你最需要完成的最大销售，始终是推销你自己。

But the biggest sale you always have to make is yourself.

你看，这是人生中最大的销售——推销你自己。

See, this is life's biggest sale, your self.

因为当你思考成功时，当你思考前进和变得成功时，你首先要说服的人就是你自己。

Because when you think about success, when you think about moving forward and becoming successful, the first person you have to sell is yourself.

你必须让自己相信：第一，成功是可能的；第二，实现你设定的任何目标是可能的；第三，制定一条路线图是可能的；第四，遵循这条路线图并抵达终点也是可能的。

And you have to sell yourself on the idea that it is one, possible, it is possible to be successful, it is possible to achieve whatever goal you set before you, and it is possible to lay out a roadmap and it is possible to follow a roadmap and get there.

因为如果你不能说服自己，就像其他任何事情一样，你的潜意识是不会接受的。

Because if you don't sell yourself, then, like anything else, your subconscious doesn't buy it.

当你的潜意识不接受时，因为你根本无法相信自己，这本质上就是一个注定成真的自我实现的预言。

And when your subconscious doesn't buy it because you really don't buy into yourself, you basically it's a doomed self fulfilling prophecy.

你在不断削弱、破坏自己。

You undercut, you undermine yourself.

你有没有过刚开始做某件事时，满心坚信：我要做这件事，我要开始经营这个生意，我要推进这个想法，但大概一个月后，你就失去了动力，失去了干劲。

You ever start doing something, you're convinced, I'm going to do this, I'm going to start working this business, I'm going work this idea, and maybe about a month in you lose that steam, you lose that energy.

你开始想：我不确定自己是不是还想做这件事。

You're like, I don't know if I want to do this.

到了这个时候，你就已经对自己不再相信这个想法了。

At that point you have unsold yourself on the idea.

随着时间推移，虽然缓慢但确实在发生，你已经逐渐对自己失去了信心。

Slowly but surely, over time, and it happens really slowly, you've unsold yourself.

也许从一开始，你的想法就没有经过深思熟虑。

Somewhere in there maybe from the beginning your idea wasn't well thought out.

或者在你深入这个想法的过程中，你开始发现新的信息。

Or maybe as you moved through to the idea, you begin to find out new information.

换句话说，一旦你开始做某件事，现实突然袭来，让你意识到为了实现目标你需要应对什么、需要做什么。

In other words, once you started doing something, then all of a sudden the reality hits you of what you'll have to deal with, what you'll have to do to achieve your goal.

而这些新的现实可能迫使你重新调整你的承诺。

And maybe those new realities have forced you to recalibrate your commitment.

哦，这是一个关键词。

Oh, that's a keyword.

你对结果的承诺。

Your commitment to the outcome.

你对那个结果的承诺。

Your commitment to that outcome.

一旦你缺乏这种承诺，就等于说你已经不再相信自己当初想要实现的那个想法了。

And as soon as you lack that is another way of saying that you unsold yourself on the idea of whatever it is you were trying to achieve.

但请记住，我们总会遇到障碍。

Now keep in mind that we're always going to face obstacles.

在生活中，我们总会遇到障碍。

In life we're always going to face obstacles.

我知道，这很明显。

I know, it's obvious.

我只是在指出这个显而易见的事实。

I'm just pointing out the obvious here.

但当障碍出现时，这就像销售中的异议一样。

But when something comes our way, an obstacle, that's almost like in sales, like an objection.

当我们遇到客户的异议时，我们会说：好吧，算了，我不干销售了，我退出了吗？

When we get an objection from a client, do we just say, Okay, that's it, I'm done with sales, I'm leaving, I'm out of here?

不会。

No.

我们不会那样做。

We don't do that.

我希望不会。

I hope not.

我们所做的就是问自己：我哪里做错了？

What we do is say, What did I do wrong?

在我的销售演示中，我本可以做得更好吗？

What could I have done better in my sales presentation?

也许在开发潜在客户阶段，我本可以在演示或推销中更好地进行筛选。

Maybe in my prospecting phase, maybe I should have qualified better in the presentation or the pitch.

我说了什么，或者没说什么？

What did I say or didn't I say?

我应该改变一下顺序吗？

Should I sequence things differently?

我本应该用不同的方式表达吗？

Should I have said something differently?

我本该说什么？

What should I have said?

然后我们开始改进。

And we begin to improve.

我们始终坚信自己能够卖出东西。

And we stay sold on the idea that we can sell something.

让我再说一遍。

Let me say that again.

当我们解决了自己在销售中的问题时，实际上我们也在说服自己：如果我们调整或改进我们的潜在客户开发流程、演示流程或提案流程，我们就能在销售中取得成功。

When we solve our own problems in selling, we're basically also selling ourselves on the idea that it is possible that if we adopt or adapt our prospecting process or our presentation process or our proposal process, if we adapt those, adjust those things, we can be successful in selling.

你看，当你已经确信时，就是这样。

See, that's when you're already sold.

那些放弃销售的人，很容易就对自己失去信心。

People who give up people who give up on selling are easily unsold.

当你放弃成为优秀销售员的信念时，你就已经对自己失去了信心。

When you give up on yourself on being a great salesperson, you've unsold yourself.

因为你对自己失去了信心，你就永远无法成为出色的销售员，因为你错过了最重要的人——你自己。

And because you've unsold yourself, you'll never be great at selling, because you missed out on selling the most important person, which is you.

你听过这句话：你要先说服自己相信这个产品。

You've heard this, you've to sell yourself on the product.

但那到底意味着什么，说服自己相信这个产品？

But what does that really mean, sell yourself on the product?

正如我常说的，你不必爱你所销售的产品，但你应该热爱它为客户带来的价值。

As I've always said, you don't have to love what you sell, you should love what it does for your customers.

我再重复一遍，你不必爱你所销售的产品，但你应该热爱它为客户带来的价值。

Let me say that again, you don't have to love what you sell, you should love what it does for your customers.

换句话说，你必须相信你所销售的东西真的能够帮助他人。

Said another way, you have to believe that what you are selling can really help other people.

无论是B2B还是B2C，都没关系。

Whether it's B2B or B2C, doesn't matter.

你必须相信你所销售的东西能够帮助他人。

You have to believe that what you're selling can help other people.

你为自己设定的任何目标，任何你想要追求的成果，你都必须先说服自己，它同时也能帮助他人。

Any goal that you set for yourself, any objective you want to go after, you have to sell yourself on the idea that it's going to help other people at the same time.

也许这就是人们为什么会对某个想法失去信心的原因。

Maybe that's why people get un sold on an idea.

让我再说一遍。

Let me say it again.

很多时候，你并不真正相信你所销售的东西。

Many times you don't really believe in what you're selling.

也许当你试图说服自己时，在潜意识里，你并不相信自己正在向自己推销的东西。

And maybe when you're trying to sell yourself somewhere in the subconscious, you don't believe in what you're trying to sell to yourself.

所以，我想请你做一件事。

So here's what I'd like you to do.

当我们进入新的一年，或者开始一份新职业时，无论怎样，当你开启一件新事物时，我希望你问自己：我真的相信这个过程吗？

As we move into a new year or as we start a new career, it doesn't matter, when you're starting something anew, I want you to ask yourself, Am I really buying into this process?

我真的相信这个新机会吗？

Am I really buying into this new opportunity?

我真的相信这份新工作吗？

Am I really buying into this new job?

我真的相信它吗？

Am I really buying into it?

我希望你问问自己，当遇到障碍时——而我肯定会遇到——我是否愿意坚持下去？

And I want you to ask yourself, am I committed when I confront obstacles, which I will, I willing to push through?

我真的相信我所提供的东西、我所销售的产品能帮助他人吗？

Do I really believe in what I offer and what I'm selling will help other people?

因为再次强调，这是你必须完成的最重要的销售。

Because again, that is the biggest sale you have to make.

你必须相信，你所销售的东西、你所做的事情，能够帮助他人。

You have to believe that what you are selling, what you're doing, is going to help other people.

也许你需要找一些例子。

And maybe you need to find examples.

比如我，如果你是一名销售培训师，我会寻找一些人告诉我：维克多，我试过你的销售速度学院。

For example, like me, if you're a sales trainer, I look for examples of people telling me, Victor, I tried your Sales Velocity Academy.

它对我有用。

It's been working for me.

我看到了改变。

I've seen the changes.

这些是数据。

Here are the numbers.

这些是指标。

Here are the metrics.

我经常收到这样的反馈。

I get this all the time.

我收到的邮件和网上评论都让我坚信，我所做的事情正在帮助他人，同时也强化了我对自己所做之事能产生影响的信念。

The emails I get, the comments I get online fortify in my mind that what I am doing is helping other people, but it's also reinforcing my belief system that what I'm doing is making an impact.

这被称为社会认同。

That is called social proof.

这些是人们告诉我，反馈不断传来，这个销售培训项目正在帮助我。

These are people telling me, the feedback is coming in, that this sales training program is helping me.

为了保持坚定的信念，我希望你开始寻找证据。

In order to stay sold, I want you to start looking for proof.

开始收集一些视觉证据和社会认同，证明你的产品或服务正在帮助他人。

Start getting some visual proof, social proof, on how your product or service is helping other people.

深入挖掘这一点。

Really dig into that.

如果你在销售保健品，就去了解这些保健品是如何影响其他人的。

If you're selling supplements, find out how these supplements are impacting other people.

如果你在销售科技设备，就去了解这些设备是如何帮助公司节省成本或增加收入的。

If you're selling technology equipment, find out how that equipment is helping a company save money or generate more revenues.

弄清楚它是如何影响他人的。

Find out how it's impacting other people.

无论你销售什么，当你理解它如何帮助他人或企业时，你就会说服自己，因为默认情况下，你确实知道你所做的事情是在帮助他人。

No matter what you sell, when you understand how it's helping other people or other companies, then you sell yourself because by default, de facto, you know that what you're doing is helping other people.

没有什么比知道你的工作除了赚钱之外还能影响他人更美好的了——我们都喜欢赚钱，但知道你的工作正在影响他人，难道不美好吗？

And there's nothing better than knowing that what you're doing beyond making money we all love making money, but isn't it nice to know that what you're doing is impacting other people?

因此，通过寻找你能真正帮助他人的社会证据——比如案例研究、你的产品或服务如何影响他人或企业的例子——这将帮助你坚定信念，持续保持销售状态。

So by searching for social proof of how you're actually helping, you know, case studies, examples of how your product or service has impacted other people or other companies will help you sell yourself on staying sold.

关于这次销售，就说到这里。

And that is it for this Sales

影响播客。

Influence Podcast.

我希望这能让你

I hope that gets

今天充满干劲。

you revved up today.

别忘了在 iTunes、Stitcher 或 YouTube 上给我留下一些反馈。

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

告诉我你的想法。

Let me know what you think.

我会非常感激。另外，去看看我的在线销售培训平台。

I'd greatly appreciate Also, check out my online sales training platform.

你知道是怎么回事。

You know the deal.

销售速度学院。

The Sales Velocity Academy.

我们把名字从销售精通学院改了，因为我们想要一个更有冲击力的名字。

We changed the name from the Sales Mastery Academy because we wanted something that had more oomph.

所以现在正式更名为销售速度学院。

So it is now officially the Sales Velocity Academy.

访问 salesvelocityacademy.com。

Go to salesvelocityacademy.com.

我们有将近40门课程，近400个视频，还有我的13本书。

We have almost 40 courses, almost 400 videos, my 13 books.

所以如果你真的想提升销售速度，就去 salesvelocityacademy.com。

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

最后，感谢你们的收听。

Lastly, wanna thank you for listening.

我是维克托·安东尼奥，始终提醒你们：只要懂方法，销售并不难。

This is Victor Antonio, always reminding you, selling ain't 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，什么才是一个优秀的演讲者？

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，我并不是去表现得有多出色。

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

我是去让我的客户显得出色。

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.