如何赢得大客户

如何赢得大客户

俗话说商场如战场，商场的战争实质是争夺市场，也就是争夺客户。在如今经济危机的形势下，作为市场中所有的销售人员如何赢得大客户似乎变得尤为重要。且听李雨航教您两招，教您如何塑造自己的金钥匙。
（1）不是所有的谈判高手都善于左右逢源，也不是所有的谈判高手都性格开朗。如何赢得客户？如何钓到大鱼？知己知彼，百战不殆。沟通是一把金钥匙！要赢得大型企业客户的信任，既要有高超的技术，又要懂得客户关系心理学。客户技巧是打开企业之门的钥匙。
有一次，一家美国大企业客户要用竞争产品取代微软产品，我和其他几位专家临危受命，去做劝说工作。我们与他们沟通后才知道，起因是这样的，两年多前，这家企业IT部门新成立了一个研究团队，在实验室试用微软和其他公司的Beta软件，进行企业运用可行性评估。这个团队的成员们在他们公司内以作研究工作引以自豪，并被公司派到微软来取经。大家兴致勃勃地来到微软总部后，微软除技术专家们外，还专门派了一位微软研究院的著名计算机科学家与他们见面，谁知这位科学家是头一次与客户打交道，问起了他们的工作之后，实事求是地对来访者们认真说道，你们的工作不属于科学研究，只是Beta测试。大家突然觉得受到了一种被看不起的打击伤害，一时个个郁郁寡欢，真是乘兴而来，败兴而归。两年多来，大家一直对此事耿耿于怀，终于影响到了对微软产品的推荐和选用。
（2）试图发现、理解对方的难处和忧虑，努力满足对方。化解对方对你的敌意及怀疑的心理，消除对方在自己面前可能会产生的自卑感。拥有丰富的创意，谈判是就不确定的未来情况和变化与对方进行协商。
还有一次，一位微软新雇用的某技术专家去一家大型企业为那里的技术人员们讲解微软产品与技术。突然,企业CIO中途闯进会场，对他说，开源产品很好，我们不需要微软产品。这位专家与CIO据理力争，比较了微软产品与开源产品的优缺点，使与会人员都认为微软产品好。可是后来，这位CIO一直不肯批准购买微软产品的合同。我的一位朋友是微软资深销售专家，他有一次去另一个客户那里，也碰到了几乎同样的场景。这位朋友当时马上向CIO说，你讲的我全都知道，这个会我们先不开了，我要安排时间单独找你谈谈。结果他取得CIO的谅解，后来拿到了合同订单。他对我感慨地说，CIO在企业中是惯于发号施令的，我要是在他的下属们面前与他争辩，无异等于挑战他的权威，这是客户关系中的一大忌讳。
这两件事说明，与客户交流沟通的技巧也是通向成功的一种重要技能。

以上信息摘自微软总部华人专家们合力倾心撰著的《微软360度——成功与成长》


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