开启销售初步沟通的全新方式

好的。

Okay.

那么，你知道开始销售探索性电话的最佳方式吗？

So do you know the best way to start a sales discovery call?

这一点很重要，因为如果你在对话一开始就不能掌控主动权，那么之后你就会失去对整个销售流程的控制。

And this is important because if you don't grab control of the conversation right at the beginning of it, then you're gonna lose control of the entirety of the sales process after that point.

所以在这段视频中，我会告诉你在探索性电话开头该说什么，以及之后该怎么做，这样才能促成更多成交——这正是我们在这里的目的。

So in this video, I'm gonna share exactly what you should say at the beginning of your discovery calls and then what to do straight after that so that you get more deals closed, which is what we're here for.

对吧？

Right?

在培训了2500名销售人员，他们至今已创造了超过14亿美元的新收入后，我发现开始销售探索性电话的最佳方式是使用一种叫做‘预先框架’的方法。

And and after training 2,500 salespeople who've generated over at this point $1,400,000,000 in new revenue, I've found that the best way to start a sales discovery call is with what's called a pre frame.

所谓预先框架，是一种影响技巧，用于限制对话的范围，并引导对话朝特定结果发展。

Now a pre frame is an influence technique used to to limit the scope of a conversation and drive it towards a specific outcome.

我所有的电话都以预先框架开始，通常会说明这类电话的常规流程，然后我会概述最快捷的流程，帮助买家完成资格审核、需求探索，并可能促成交易。

And I start all of my calls with the preframing of the way these calls usually go is and then I'll outline the quickest process to get the buyer through qualification, discovery, and to potentially close the sale.

现在，当你开始销售探索电话时，你所说的这些话——这个预设框架只是成功的一半。

Now the words that you say when you start your discovery call this pre frame is only half the battle.

另一半则在于你实际如何说出这些话。

The other half is how you actually say them.

希望你在观看这段视频时，能明显感受到我生气地说‘这些电话通常怎么进行’和现在平静地说的区别。

Now hopefully, right, as you watch this, there's an obvious and clear difference when I angrily say the way these calls usually go versus currently going.

好的。

Okay.

很好。

Great.

所以这些电话通常的流程是。

So the way these calls usually go is.

这会对电话另一端的潜在客户产生巨大影响。

And that makes a massive difference to the prospect on the other end of the conversation.

显然，如果你一开始就对他们大喊大叫，他们不会喜欢的。

Obviously, if you start screaming at them, they're not gonna appreciate it.

现在我们本可以在此深入探讨语调、肢体语言以及这些微妙而略显卑劣的影响力技巧。

Now we could at this point go down the rabbit hole of of tonality and body language and these sly and slightly gross influence techniques here.

但事实上，有一种非常简单的方法可以绕过这一切。

But the truth is that there's a there's a real simple way to shortcut all of that.

与其试图欺骗你的买家，不如直接表现得像一位医生。

Instead of trying to trick your buyer, just act like a doctor.

因此，成功进行诊断式通话背后的心态，最好的比喻就是像医生一样行事。

So the best metaphor for the mindset behind a successful diagnosis call is to think about acting like a doctor.

当你表现得像医生时，你立刻就会变得极具影响力。

And when you act like a doctor, you instantly become incredibly influential.

这是因为我们的大脑就是这样运作的。

This is due to how our brains are wired.

你可以这样想：你去看医生，比如说你膝盖疼什么的。

And think of it like this, right, you go and visit a doctor, let's say you've got a you're a pain in your knee or something.

他们会问你哪里不舒服，然后你安静地坐着，尽力回答他们的问题，坦诚而真实地回应。

Well, they ask you what the problem is and then you sit there politely and you answer the the questions the best that you can and you're open and honest with your response to them.

但在他们告诉你他们认为解决你疼痛问题（比如膝盖发炎疼痛，你只想让他们直接给出答案）的方法之前，他们会先问几个问题，然后让你去做扫描，接着坐在那里穿着精致的背心，面无表情地做些笔记，再就一些相关点对你进行追问——而这些点你甚至都没想过可能与你当前的疼痛有关。

Then before they tell you what they think the solution is to your painful problem, your knee that's at this point inflamed in pain and you want them just to give you the answer, they ask a few more questions, then they send you for a scan, then they sit there in their fancy waistcoat emotionless, making some notes, and then they quiz you on a couple of related points and perhaps you hadn't even considered that these points could be tied to the pain that you're in.

然后医生才会做出正式诊断并提供解决方案，只有当他们掌握了全面的诊断信息和所有相关问题后，才能为你提供合适的方案。

And then the doctor makes a formal diagnosis and offers a solution, and it's only when they have a full picture of the complete range of diagnosis and questions that they can offer you.

你有没有发现，这与大多数销售发掘电话简直是完全相反的？

And do you see how this is literally the complete opposite of most sales discovery calls?

在普通的销售发掘电话中，只要买家稍微提到一点痛点，销售立刻就会抛出产品推销，硬塞给买家，直到买家最终忍无可忍说‘别说了’，或者买家心里的痛苦足够大，只好妥协说：‘好吧，行吧。’

On an average sales discovery call, if the buyer mentions pain whatsoever, even even at the slightest of niggles, then the seller gets the product pitch and so shoving it down the buyer's throat until they inevitably get told to get stuffed or there's enough pain in the buyer's mind that the okay, fine.

我接受这个方案，我们成交吧。

I'm gonna accept this and we'll get a deal done.

但这种做法立刻摧毁了信任，让买家在心里把你当成一个烦人的销售，根本不是来帮你的。

But this approach immediately kills trust and it sets you up in the mind of the buyer as a pesky salesperson who isn't really there to help.

你只是想从他们口袋里掏钱而已。

You're there to to just pull cash out of their pocket.

是的，我们最终当然希望促成交易。

And yes, eventually we'd like to get deals done.

显然，你我都想赚大钱，过上精彩的生活，但这并不是实现目标的最佳策略。

Obviously, you and I wanna make a ton of money and live amazing lives, but that isn't the best strategy to go about making that happen.

如果你能少说一点，多问一些，并且在诊断通话一开始掌控对话后，真正地去诊断买家的问题，你会发现买家会愿意与你合作。

If you think about talking less, asking more, and actually, you know, literally genuinely trying to diagnose the buyer's problem after you've taken control of the conversation at the beginning of the diagnosis call, you're gonna find that your buyer is going to want to work with you.

他们会更愿意敞开心扉，分享他们的痛点、遇到的问题，甚至可能还会提出他们自己想到的解决方案。

They're gonna want to be open and share the pain points, their issues, and perhaps potential solutions that they've thought of as well.

所以，如果我们回到诊断通话开始前的预设框架，并以医生的心态来表达，可能会是这样的：

So if we go back to our pre frame at the beginning of our discovery call and we deliver it in the mindset of a doctor, it might sound something like this.

好的。

Okay.

通常这类通话的流程是，我会问你几个问题。

So the way these calls usually go is I'm gonna ask you a few questions.

我们会看看你目前的销售业绩如何，你希望达到什么目标，然后分析是什么阻碍了你实现这一改变人生的飞跃。

We're gonna look at where you are right now with your sales performance, where you wanna get to, and then we'll look at what's stopping you making that life changing leap.

如果我能帮上忙，如果我觉得我能帮到你，我会分享一些我们可能合作的方式。

If And I can help, if I think I can help, well, I'll share a few ways that we might be able to work together.

这样听起来不错吧？

Does that sound good?

就这样了。

And that is it.

没有威胁感，你把自己定位为一个值得信赖的资源，一个可能帮助他们解决这个问题的人。

Non threatening, you are positioning yourself as a trusted asset, a resource that might be able to solve this issue for them.

你注意到那句话结尾的‘这样好吗’了吗？

And did you notice the sound good at the end of that statement?

因为这可能是你整个发现过程中最重要的部分，我现在就解释为什么。

Because that might be the most important part of your entire discovery process and I'll explain why right now.

好的。

Okay.

如果有人问你一个问题，迫使你以特定方式回答，你会有什么感觉？

So how would you feel if someone asked you a question that forced you to answer that question in a specific way?

即使这个问题的答案是你本来也会说的正确答案，你也会觉得被操纵了，对吧？

Even if the answer to the question was the correct answer, the answer that you might have said anyway, well, you'd feel manipulated, right?

这是因为在这种情况下，你会感到被操控。

And this is because you would have been manipulated in that situation.

而几十年来，销售人员一直被错误地教导这样做。

And that's what salespeople have been taught to do wrongly for decades upon decades at this point.

他们通过提出封闭式问题来实现这一点，比如：‘您今天还是明天开始？’

They do this by asking close ended questions like, would you like to get started today or tomorrow?

而不是真诚地问：‘今天开始是否合理？’

Rather than genuine asking the question, does it make sense to get started today?

当然，当别人试图操控你时，你会反感；不出所料，买家也同样反感。

And of course, you hate it when people try to manipulate you and unsurprisingly, buyers hate it as well.

这会立刻激发他们的防备心理，彻底破坏我们在需求挖掘通话中获取有用信息的任何可能。

It immediately brings up this sales shield and it ruins any possibility that we're ever gonna have of getting any useful information from them on our discovery call.

因此，我们不会采用那种令人反感的销售方式，而是采用所谓的‘微促成’。

So instead of being gross and salesy, instead of that, we're gonna do what's called a micro close.

并且我们会在整个需求挖掘通话中持续使用这种方法。

And we're gonna do this throughout the entirety of the discovery call.

第一个微成交发生在预设框架陈述之后。

And the first micro close comes straight after the pre frame statement.

所以你会先说出预设框架，然后以‘听起来不错吧？’来结束。

So you're gonna say your pre frame and then you're gonna end it by saying, sound good?

他们会说好。

They say yes.

他们已经同意按照你的计划进行这次通话。

Well, they've just agreed to follow your plan for the call.

现在，你在所有可能讨论的内容和方向两侧都设立了屏障。

You've now got these barriers up either side of all the different things you could talk about and all the places you could go.

你现在有了一个清晰的路径，无论是直接成交（如果是小额交易），还是至少能安排下一次会议并让整个流程步入正轨（如果是更复杂的B2B交易）。

And you've got quite a linear pathway now to either closing the sale if it's a one call close, if it's a smaller deal size, or at least booking that next meeting and getting everything on track if it's a more complex b to b sale.

当然，如果买家说不——你已经允许他们这么说，你没有强迫他们，也没有逼他们同意。

And of course, if the buyer says no, which you've allowed them to, you've not forced them, you're bullied them into a yes in this situation.

如果他们说不，你就接着说：‘好的，太好了。’

If they say no, then you just follow-up with, okay, great.

你觉得这个计划中缺少了什么？

What do you feel is missing from the plan?

然后你闭嘴，让他们回答这个问题，他们可能会提出一个你从未考虑过的解决方案或其它信息。

And then you shut up and you allow them to answer the question and they might come to you with a solution or some other piece of information that you hadn't even considered.

这种通过提出开放式问题来推进的过程，如果买家说好，你就继续推进销售流程。

And this process of asking a open ended question where if the buyer says yes, you just carry on with the sales process.

如果他们说不好，你就给他们机会表达他们认为接下来该采取的步骤。

If they say no, you give them an opportunity to communicate what they feel should be the next step to move forward.

这被称为微成交。

This is called a micro close.

我昨天刚和一个Salesman.com Academy的潜在客户进行了一次初步沟通，当时我就用了这个流程。

And I had a I had a salesman.comacademy prospect on a discovery call literally yesterday, and I went through this process.

我做了前置铺垫。

I I did the pre frame.

我问了：嘿，这样听起来怎么样？

I asked, hey, does this sound good?

他叫杰夫。

And he his name is Jeff.

他说：‘不。’

He said, no.

这通电话是在Zoom上进行的。

And this is over Zoom.

对吧？

Right?

所以，通过视频通话交流，有时不如当面交流那么含蓄。

So sometimes communicating over a video call is slightly less subtle than communicating in person.

于是我便说：‘好的，没关系。’

So then I went, okay, no worries.

你今天特意参加了这次通话。

You jumped on this call today.

我是不是漏掉了什么？

Was I missing something?

你还有其他想聊的内容吗？

Is there something else that you wanted us to talk about?

他说他只是想马上开始。

And he shared that he just wanted to get started.

到目前为止，他已经看了我多年的视频和播客。

He'd been watching my videos and podcasts for years at this point.

他就是想马上开始。

He just wants to get started.

他想直接跳过初步咨询通话。

He wanted to skip the discovery call altogether.

他已经决定加入了。

He he was in.

他知道这个项目的价格。

He knew how much the program cost.

他只想立刻投入进去。

He just wanted to get stuck into it.

于是我加入了Zoom通话。

And so I jumped on the Zoom call.

我刚进通话，没过几分钟，银行账户里就多了五千美元，事情就这么结束了。

I was in, out, had five grand extra in my bank account within literally five minutes of jumping on the Zoom call and that was it.

所以，如果你在进行销售前先做好铺垫，再用微成交技巧打破潜在客户对销售员的防备心理，这就会引出销售员在初次沟通初期所犯的最大错误。

So if you pre frame your discovery call and then you use a micro close to drop the prospects selling shield that you and I and everyone else puts up with the deal of a salesperson, that then leads us on to the biggest mistake that sellers make during the beginning of the discovery calls.

那就是他们试图告诉客户他们应该想要什么，而不是真正去探讨客户的实际问题。

And that is that they try to tell the prospect what they should want rather than actually just discussing the buyer's issues.

没错。

Right.

我在这里是为了让你赚一大笔钱，因为你赚大钱，我也就能赚大钱。

I'm here to make you a bunch of money because you making a bunch of money makes me a bunch of money.

你必须明白的一点，也是B2B销售的核心原则是：告诉买家他们所面临的痛苦，远不如让买家自己向你倾诉他们的痛苦来得有激励作用。

And something you've got to wrap your head around and something that's fundamental to b two b sales is that telling the buyer the pain that they're in is not anywhere near as motivating as allowing them to tell you what their pain is instead.

为什么是这样？

Why is this?

这很明显。

Well, it's pretty obvious.

对吧？

Right?

人们不喜欢被告诉该如何感受。

People don't like being told how to feel.

他们会对此反抗。

They will rebel against it.

即使你指出的是事实，他们也会抵触。

They will push against it even if you're highlighting the truth.

那么，我们如何创造一种情境，让买家自己告诉我们他们目前的状况以及他们想要达到的目标？

So then how do we create a situation where the buyer tells us where they're currently at and where they want to get to?

然后我们才能看看是否能弥合这两者之间的差距。

And then we can see if we can bridge the gap from one side to the other.

这其实非常简单。

Well, it's dead simple.

我们所做的，就是像医生在诊断过程中那样提问，延续这种医生般的思维和隐喻。

All we're gonna do is ask questions like a doctor asks questions to continue this this mindset and metaphor of as a doctor throughout the discovery process.

要做到这一点，要把你在发现式对话中的每一个问题都看作一个三步过程的一部分。

And to do this, think of every one of the questions in your discovery call being part of a three step process.

所以我们先提出问题，看看买家是否知道答案，因为我们可能比他们更了解他们所面临的情况，因为我们已经多次见过这类问题，我们的产品或服务正是为解决这些问题而设计的。

So we're gonna ask the question and see if the buyer knows the answer because we might have more knowledge about the situation that they're facing than what they do because we've seen this problem time and time and time again because our product or service solves it.

即使买家不确定答案，我们也可以向他们提问。

We're good to ask the buyer a question even if they're unsure of what the answer is.

而有趣的是，以这种方式提问，常常会让买家意识到他们自己都没察觉到的问题。

And something interesting often happens, asking questions this way often creates awareness of problems that the buyer didn't even know that they had.

所以当他们听到问题时，买家会说：是的，我也有这个问题。

So if they ask a question, the buyer goes, yeah, I've got that problem.

太好了。

Fantastic.

我们继续推进。

We move forward.

如果不是，我们现在进入流程的第二步，即引导买家。

If not, we now move on to step two of the process, which is to nudge the buyer.

我们需要提供一些视角，可能是来自与他们相似的客户，或者是从那些未采取行动并遭受严重后果的人的角度来看。

We need to give them a number of perspective, perhaps from a customer that's similar to them or another perspective from the perspective of someone who didn't take action and suffered major consequences.

我们需要反复不断地这样做，直到他们真正意识到这个问题的影响。

We need to keep doing this over and over and over again until they do see the impact with the issue.

一旦我们收集了几个要点，我们就想回顾一下信息，并通过简要总结来确认买家同意我们刚刚讨论的所有内容。

And then once we've got a couple of points, we wanna recap the information and confirm that the buyer agrees to everything that we just covered with a quick summary.

让我给你举个例子。

So let me give you an example of this.

假设我正在销售 saleswith.comacademy。

Let's say I am selling saleswith.comacademy.

我正在与一位可能考虑注册的人通话，我会让你更真切地感受一下。

I'm on a call with someone who potentially thinking about getting signed up, and I'll make this a bit more real for you.

所以首先，我会提出一个问题。

So first, I'm gonna ask the question.

所以我可能会问：是什么原因让您今天预约了这次通话？

So I might ask, what led you to getting this call booked in with us today?

他们可能会回答：我不太确定。

They might turn around and go, oh, I'm not a 100% sure.

我觉得我需要改进这个销售流程或者那个销售流程，但我真的很喜欢你们的内容。

I think I need to improve this sales process or that sales process, but I really like your content.

所以我才想和您聊聊。

And so I wanted to speak with you.

因此，我现在可以引导他们一下，因为从他们预约通话时填写的申请表中，我能看出他们可能面临的问题。

So I might now nudge them because I can see from the their application form when they book the call what the likely issues are gonna be.

所以我可能会说：好的，很好。

So I might go, okay, great.

当我与像您这样的人合作时，他们告诉我，他们在某个具体问题上遇到了困难。

Well, when I work with people like yourself, they tell me that they're struggling with this specific thing.

您是不是也遇到这种情况？

Is that the case for you?

然后他们可能会说，哦，是的。

And then hopefully they go, oh, yeah.

你刚才提到了。

Now you mentioned it.

这确实是个问题。

That is a problem.

所以我会重新总结一下这个问题和这个备注。

So then I'm gonna recap this question and note.

我会说，哦，有意思。

I'm gonna say, okay, interesting.

所以你预约这次通话是因为这件事。

So you booked the call because of this thing.

这真正巩固了这件事——无论它是啥，比如开发潜在客户、成交订单、客户管理、销售心态， whatever it is。

And that really cements this thing, whatever that thing may be, prospecting, closing deals, account management, sales mindset, whatever it is.

这真正把这件事牢牢地植入了对话中，也植入了买家的脑海中。

That really cements that thing into the conversation and into the mind of the buyer.

到了这个时候，既然他们已经认同这是他们为实现更大目标所需要解决的问题，

And all I have to do at that point because they've agreed now that this is the thing they need to solve to reach these wider, bigger goals that they wanna move towards.

我所需要做的就是把它想象成一连串的多米诺骨牌，

All I've got to do, think of it like a series of dominoes.

如果我推倒了这一块骨牌，那么在初步沟通中可能会引发两到三块连锁反应，

If I knock over that one domino, there might be two or three of them in the discovery call that come up.

只要我能推倒它们，消除所有关于我能否为买家解决这个问题的疑虑，那么他们向前推进就变得完全合理了——在Sales.comacademy的通话中，大多数情况下成交就发生在通话当场，

If I can knock them over, remove all of the objections around them that that I all the objections around the fact that I can solve this problem for the buyer, then it makes complete and utter sense for them to move forward either to get the deal done in the case of a sales.comacademy call, most of them close on on the call itself.

或者，比如我这边，我们是向更广泛的团队提供服务，他们可能需要几次通话才能完成，

Or if the for example, with me, we're selling services to wider teams, broader teams, and they might take up a couple of calls.

但至少，在对话结束时，我可以这样说：好吧，

At the very least, it go I get to say at the end of conversation, okay.

以下是您提出的三个关切点，

Well, here are the three things that you brought up as a concern.

您是否同意，Sales.comacademy 或我所能提供的更广泛的咨询服务，能够解决这些问题？

Do you agree that seldom.comacademy or the wider consulting that I could do could resolve those issues?

如果他们说是，我就说，好的。

If they say yes, I go, okay.

太好了。

Great.

那么，这周结束时安排一次通话怎么样？

Well, would it make sense to jump on a call at the end of the week?

我会把提案发过去，然后我们可以在那次通话中一起过一遍提案。

I'll send a proposal over, then we can run through the proposal on that call itself.

这种询问、推动和总结的流程，将从你的潜在客户在发现式通话中接起电话的那一刻开始。

And this ask nudge recap process, it's gonna start from the moment that your prospect picks up the phone on a discovery call.

否则，如果你试图以策略性而非真诚的方式去做，就像医生与病人之间的隐喻和心态就会崩塌，整个过程对买家来说会变得支离破碎、混乱不堪。

Otherwise, if you try to do it like strategically as opposed to genuinely buying to this, The doctor patient's metaphor and a mindset falls apart and it all becomes very bitty and very messy for the buyer.

然后他们就不确定是否该信任你，这有时甚至比完全竖起一道屏障、阻止任何信任建立还要糟糕。

And then they're not sure whether they should trust you and that is sometimes even worse than just having this big shield up that stops any trust whatsoever.

所以，在了解了如何开始一次发现式通话之后，点击上方的视频，学习如何一步步促成成交。

So with that all said, now that you know how to start a discovery call, click this video up here to learn the step by step process to actually close them.