在销售会议上遭到攻击？这样做夺回主动权

你有没有在销售会议中感到被突然袭击或打压，然后当场愣住？

Have you ever felt blindsided or attacked in a sales meeting and then just froze up in the moment?

嗯，这种情况每个人都遇到过，但你不必失去对销售的掌控。

Well, it's happened to everyone, but you don't have to lose control of the sale.

在这段视频中，我将向你展示如何夺回主动权，把哪怕最艰难的会议都转变为胜利。

In this video, I'm gonna show you the exact move to take the power back, turning even the even the toughest meeting into a win.

我已经通过我的培训项目向超过2500名销售人员和企业主传授了这一方法，至今已帮助他们创造了超过14亿美元的新收入。

And I've taught this now to over 2,500 salespeople and business owners through my training program, which generated at this point over $1,400,000,000 in new revenue.

所以我知道这方法是有效的。

So I know that it works.

你有没有遇到过这样的会议：买家试图强行压倒你？

So have you ever been in a meeting where the buyer tries to they're just like bulldoze over you?

我也曾经历过这种情况。

Well, I've been there as well.

就在一周前，我还和一位潜在客户进行了一场艰难的会议。

Just even just a week ago, I find myself in a difficult meeting with a prospect.

现在，除了您显然已经熟悉的salesman.com之外，我还经营着一家名为Photography Explained的业务，我们提供高级风景摄影指导。

Now alongside salesman.com, which you're obviously familiar with if you're watching this content, I run a business called Photography Explained where we do high level landscape photography mentoring.

对于我在那里的潜在客户，我想像的是一位65岁的男士，他刚刚以数百万美元的价格卖掉了自己的企业，现在终于想认真对待自己的风景摄影爱好，环游世界，创作出令人惊叹的艺术作品，分享到网上或打印出来装饰家居。

And for my prospects over there, I think like a 65 year old man who's recently sold his business for millions who who finally really wants to go and take their landscape photography hobby seriously and and travel the world creating amazing art to share online or print for their home.

这些正是我在Photography Explained中通常销售和服务的对象。

They're the kind of people that I'm typically selling to and working with with Photography Explained.

所以，我曾与一位这样的潜在客户进行过Zoom通话，会议刚开始不到三十秒，他就开始向我抛出各种价格问题。

So I was on a Zoom call with one of these prospects and within thirty seconds of starting the meeting, the guy started throwing these pricing questions at me.

当然，从您观看这些视频中应该知道，让买家在深入了解价格或付款方式之前，先理解他们将从与您合作中获得的价值和转变，这一点非常重要。

Now, obviously, you know from watching these videos that it's important that the buyer understands the the value and the transformation that they're gonna receive from working with you before you go deep into the pricing or payment options or anything like that.

否则，他们往往会拿你的价格与其他产品做对比，而你的产品总会显得很贵。

Otherwise, they've gotten often to balance your pricing against and your product is always gonna feel expensive.

因此，当这种情况发生时，我通常会使用一种叫做‘重复回放’的技巧，试图把对话拉回正轨。

So when this happens, typically I use what's called the broken record technique to try and bring the conversation back on track.

于是他问价格，我就用重复回放技巧回应说：好的，太好了。

So he asks for the pricing and then I use the broken record technique and I say, okay, great.

我很乐意一会儿分享价格。

I'm happy to share the pricing in a minute.

让我先问你几个问题。

Let me let me just ask you a few questions first.

然后他又打断了我。

And then he interrupted me again.

他再次问了价格。

He asked for the pricing.

于是我用同样的语气重复了那句话。

So I used the same line in the same tonality.

好的。

Okay.

很好。

Great.

我很乐意一会儿分享价格。

I'm happy to share the pricing in a minute.

然后他又立刻打断了我。

And then he interrupted me again immediately.

现在，重复法在这些情况下非常有效，大多数时候都管用。

Now the broken record technique is great and it works most of the time in these situations.

于是我再次尝试了一次。

And so I try it once more.

我说，好的。

I go, okay.

太好了。

Great.

然后他第三次打断了我，我连话都没说完。

Then he interrupted me a third time before I can even get the sentence out of my mouth.

他开始大发雷霆，抱怨我浪费他的时间，说我没把项目价格放在网站上简直是耻辱，等等等等。

And he starts banging on about and going on a rant about me wasting his time and there's a disgrace that I don't have the program's price on the website and and blah blah blah blah blah blah blah.

随便吧。

Just whatever.

对吧？

Right?

于是，我动用了卖家在面对这种粗鲁攻击时最强大的工具。

So I then turned to the most powerful tool the seller has when they're being basically rudely attacked in a meeting like this.

我直接闭嘴了。

I just shut up.

我脸上保持着平静的表情。

I have a neutral expression on my face.

我让他尽情发泄，等他说完后，我又静静地坐了大约五秒钟——这可是视频会议。

I let him have his rant, and then I sit there silently for five seconds or so after he finishes and I just this is over Zoom.

对吧？

Right?

我只是盯着屏幕。

I just stared at the screen.

然后，他做了每个人都会做的事。

And then he did what everyone does.

他因为刚才的无礼感到尴尬，就像你当时看到我停顿五秒时也可能感到的一点不自在。

He felt awkward for being rude just like how you might have felt a little awkward then as I did that five second pause.

这对潜在客户有效，因为他不像我这样能从容地面对沉默。

And this worked with the prospect because he wasn't as comfortable as what I am with this silence.

为了缓解这种沉默中的尴尬，他说了一些有意思的话。

And so to relieve this awkwardness in the silence, he said something interesting.

他转过身来，向我道歉，并非常平静地对我说：好吧。

He turned around and he apologized and asked me to very calmly, he was just like, okay.

行。

Fine.

你继续问吧。

Why don't you continue your questioning?

在这一刻，买家自以为掌握全部主动权、卖家则急于成交的典型平衡已经发生了转变。

And in this moment, the stereotypical balance between the buyer feeling like they've got all the power and the seller feeling desperate to close the sale has now shifted.

微妙的是，他感觉除非用一些价值来交换我的信息——也就是让我继续提问——否则他得不到自己想要的东西，比如价格。

Subtly, he feels like, well, he's not getting what he wanted, which is the pricing, until he exchanges some value of me, which is me asking my discovery questions.

于是，接下来的对话进行得很顺利，气氛变得平衡，他最终在通话中报名了某种辅导服务。

And so then the rest of the conversation went smoothly, things were balanced out, and he ended up signing up to some mentoring on the call.

所以当你觉得买家在销售会议中攻击你时，你知道，人们有时会很无礼。

So when you feel like a buyer is attacking you in a sales meeting, and you know it people are rude.

对吧？

Right?

这种情况发生的频率比我们愿意承认的要高。

This happens more often than what we would probably like to admit.

用沉默来缓解紧张，而不是让自己变得烦躁，那样只会加剧所有参与者的紧张情绪。

Use silence to eliminate tension rather than getting agitated yourself, which then raises the tension of everyone that is involved.

你的沉默就像一个巨大的重置按钮，能将对话中的所有压力消除。

Your silence acts like a like a big reset button and it pulls all of the stress out of the conversation.

但话说回来，沉默只是这个体系的实际应用。

But with all that said, silence is just the the practical application of this system.

对吧？

Right?

背后有一个更深层的原则，当你开始运用它时，你会发现你根本不会再害怕在销售会议中被攻击。

There's a deeper principle at play and when you start using it, you're gonna find that you're no longer gonna fear getting attacked in sales meetings in the first place.

对。

Right.

你看过电影《搏击俱乐部》吗？

Have you ever seen the film Fight Club?

这是我最爱的电影之一。

Well, it's one of my absolute favorite films of all time.

在《搏击俱乐部》中，有一个场景是那个正在形成的团体的领袖，让他的追随者们出去找人打架。

And there's a scene in Fight Club where the leader of the cult that's forming asks his followers to go out and try to get in a fight.

这周，你们每个人都有一个作业。

This week, each one of you has a homework assignment.

你们要出去。

You're gonna go out.

你们要跟一个完全陌生的人挑起争斗。

You're gonna start a fight with a total stranger.

这些人遇到的问题是，很难与那些冷静、不激动的人发生冲突。

Now the issue that these folks find is it's quite difficult to get in a fight with someone who isn't wound up and agitated.

因为当人们头脑冷静、思维清晰时，在街上打架显然是非常愚蠢的行为。

Because when people are cool headed and they're thinking straight, obviously, getting into a fight in in the street, right, is a real dumb thing to do.

这一点在销售会议中也同样适用。

And this works in sales meetings too.

你只需要在与买家沟通时保持放松和自信。

All you gotta do is be relaxed and confident when you're communicating with your buyers.

不是被动的。

Not passive.

对吧？

Right?

我们在与潜在客户沟通时需要表现出自信，但沟通方式要保持平静和放松。

We need to be assertive when we are communicating with our prospects, but calm and relaxed in the way that you communicate.

这是因为当你放松时，对方对你发火会变得非常不合社交礼仪。

And this works because when you're relaxed, it becomes very socially awkward for someone to get mad at you.

为什么会这样呢？

Why why is this the case?

因为人类天生具有共情能力。

Well, humans are tuned for empathy.

所以，如果我们把这种情况放到销售之外的场景中，那里我们并不试图影响他人。

So if you think of this outside of the world of sales where we're not trying to influence someone.

对吧？

Right?

如果有人对你发火，你也很可能会感到一丝愤怒，这会缩小你和对方情绪之间的差距，而这种情绪的趋同正是共情的本质。

If someone gets mad at you, you are likely to get a little bit angry as well, which then reduces the gap between both levels of your emotion and their emotion, and this narrowing of emotions is basically what empathy is.

想象一下这种情况。

So imagine this.

对吧？

Right?

一个朋友打电话给你，愤怒地告诉你有人刚划伤了他新车的漆面，他简直心碎又气得不行。

A friend calls you up and they angrily share that someone's just keyed their brand new car and they're absolutely they're they're both gutted and just really pissed off.

很可能，你也会有点生气。

Well, most likely, you're gonna get a little pissed off as well.

你会告诉他们，这真是对他们太糟糕了，他们会因为你对这种情况表示理解而感激你。

You're gonna tell them this is a really shit thing that's happened to them, and they're gonna appreciate you for having empathy for the situation.

他们的愤怒会稍微减轻，因为他们倾诉后感觉好些了，而你的愤怒也略微上升，以更接近他们的状态。

And their anger is gonna slightly reduce because they feel better for getting off the chest, and your anger's obviously got a little bit up to get closer to where they were.

这就是共情在起作用。

And that's empathy in play.

但现在我们不是在交朋友。

Now we're not making friends here.

我们在工作。

We're at work.

我们在推销东西。

We're trying to sell stuff.

我们想提前还清房贷。

We're trying to pay off mortgages early.

我们试图提前退休。

We're trying to retire early.

我们想买保时捷，不管是什么车。

We're trying to buy the Porsche, whatever it is.

我们有着远大的抱负。

We've got big aspirations.

所以我们可以反过来做这件事，而且效果非常好。

So we can actually do the inverse of this and it works to a great effect.

因为当潜在客户越来越沮丧，而你也能感受到这种情绪时。

Because when a prospect is increasingly frustrated and you feel like that and you can feel it.

对吧？

Right?

在对话中，当你知道对方即将爆发，即将对你破口大骂时，那种感觉是实实在在的，你唯一要做的就是保持冷静和放松。

There there is a tangible feeling in a conversation when you know someone's just about to snap, they're just about to verbally attack you, all you've gotta do is stay calm and relaxed.

不要显得居高临下，因为那只是被动攻击的一种形式。

Not patronizing because that's just a a form of passive aggression.

你希望真正地放松和平静地面对任何即将发生的事情。

You wanna be truly relaxed and calm about whatever is coming your way.

当你这样做时，因为我们的潜在客户天生具有同理心，当他们发现你的情绪不会跟着他们高涨时，他们会感到尴尬。

And when you do this, because our prospects are wired for empathy, when they see that your level of emotion isn't gonna come up to match theirs, they're gonna feel awkward.

他们会感到社交上的不自在，最终会主动降低自己的情绪水平，以匹配你的情绪。

They're gonna feel socially awkward, and they're gonna inevitably lower their level of emotion to match yours instead.

所以下次当潜在客户在销售电话或会议中情绪激动时，不要跟着他们激动。

So the next time a prospect gets heated in a sales call or a meeting or whatever it is, don't rise to meet them.

保持冷静，看着他们的情绪逐渐降到与你相同的水平。

Stay cool, calm, and watch them come down to your level of emotional intensity.

这显然不仅适用于销售场景，也适用于丈夫、妻子、孩子、朋友、家人等各种关系。

This obviously works outside of sales as well, husbands, wives, kids, friends, family, whatever it is.

只要你保持冷静、镇定，几乎100%的情况下，除非对方真的是心理异常者，或者他们的愤怒已经远远超出了正常对话的合理范围，否则你都会看到他们的情绪逐渐平复到与你相同的水平。

As long as you stay calm and cool and collected, almost a 100% of the time, unless they're actually a psychopath or unless their kind of rage has gone way beyond what is what is reasonable for a normal conversation, you're gonna see them calm down to your emotional intensity level as well.

当然，我曾经在医疗设备销售行业工作了多年。

Now, of course, I worked in medical device sales for years.

正如我之前在视频中提到的，我仍在为《摄影解析》做销售。

I'm still as I mentioned earlier on in the the video, I'm still doing sales for Photography Explained.

在情绪激动的时刻，保持冷静、镇定和从容说起来容易做起来难，对吧？

In the heat of the moment, it's easier said than done, right, to stay calm and collected and cool.

无论客户抛出什么情况，你如何在销售时保持这种状态？

How do you stay in this state when you're selling no matter what the prospect throws at you?

这个问题的答案可以归结为一个你可能不想听到的词，但它对你来说很重要，那就是：销售漏斗。

Well, the answer to that question comes down to one word that you probably don't wanna hear, but it's important for you to hear it, and that is pipeline.

好的。

Okay.

想象一位销售员，他的销售漏斗中包含了价值400万美元的潜在业务，他知道，因为他已经做过计算，他将合格线索转化为新客户的成功率约为20%，而他今年的目标是达成60万美元。

So imagine a seller who has $4,000,000 worth of potential business in their pipeline, and they know because they've done the numbers, they know that they convert qualified leads to new customers around 20%, and they've got a target of $600,000 to hit this year.

如果一切顺利，他能将20%的销售漏斗转化为成交，那么他将超出目标，达成80万美元的新业务，他会感到开心，同事和上司也会在工作中称赞他。

Well, if everything goes smoothly and they convert 20% of their pipeline, they're gonna overachieve their targets, and they're gonna hit $800,000 in new business, and they're gonna be happy and everyone's gonna praise them at work.

或者，如果他是自己创业，他就会在财年结束时去买自己一直想买的任何东西作为犒赏。

Or if they're in their own business, they're gonna they're gonna go off and buy whatever treat they wanted to buy themselves at the end of the financial year.

那么，谁在面对潜在客户时会更放松呢？

Now who's gonna be more relaxed when dealing with prospects?

是这位卖家，理想的卖家，对吧？还是那位pipeline里只有100万美元、根本不知道自己的成交率、甚至连自己目标是多少都只有80%把握的卖家——因为他们当初和团队或销售主管开会时根本没认真听。

This seller, the ideal seller, right, or the seller who has $1,000,000 in their pipeline, who has no idea what their closing rate is, who's only kind of 80% sure what their actual quota is because they didn't pay attention in the initial meeting when they sat down with the the team or their sales leader.

很明显，对吧？这是一个极端的例子。

Obviously, right, pretty extreme example.

最冷静、镇定、从容的，肯定是第一位卖家。

It's gonna be the first seller who's gonna be the most cool, calm, and collected.

你想知道这一切中最疯狂的是什么吗？

And do you wanna know what the crazy thing about all this is?

第一位卖家会更放松、更自信，因此成交率会更高；而第二位卖家则会四处奔波寻找线索，随着时间推移，这种差距会越来越大。

The first seller is gonna be more relaxed, confident, and so the closing rate is gonna be higher than the second seller who's gonna be who's gonna be scrambling around for leads, and so the difference between the results is gonna get even bigger over time as this goes on and on.

所以好好想想。

So think about this.

你的销售线索池越完善，你对它越有信心，数字越大，你感受到的压力就越小，你也会变得越自然、越有说服力。

The better your sales pipeline, the more confident you are in it, the bigger the number is, the less pressure you're gonna feel, and the more naturally persuasive that you're gonna become.

换句话说，一个充实的销售线索池能解决99%的销售问题。

In other words, a full pipeline tends to solve 99% of all sales issues.

这也是为什么在我的辅导课程中，我尽量避免探讨用肢体语言、语调等细节来影响潜在客户的问题。

And this is one of the reasons why I try to stay away from from the nuances of of influencing prospects with your body language or your tonality and all this kind of stuff in my coaching program.

因为如果你拥有足够的线索池，清楚自己的数据，并且在沟通中保持坚定，你在与潜在客户交谈时自然会放松。

Because if you've got enough pipeline, you know your numbers, and you're assertive in the way that you communicate, you're gonna be naturally relaxed when you're speaking with prospects.

因此，所有这些影响技巧都会自然而然地发生，而无需你刻意去实施或强加给他人。

And so all of these influence techniques, well, they happen organically without you having to try consciously to implement them and to to put them on someone.

这就是好处所在：做好基础工作，真正擅长销售，而不是试图去操控他人。

That is the benefit, just doing the fundamentals right and just being good at sales rather than being attempting to be good at manipulating people.

说到这里，如果你想重新塑造你的思维，把影响技巧设为自动模式，并打造一个惊人的线索池，请点击屏幕上当前的视频。

And so with that said, if you wanna reprogram your mind, put the skills of influence on autopilot, and build this insane pipeline, click the video that's on the screen right now.