Upper-Intermediate - Sales Part 3: Handling Difficult

Leads(D2071)

A: 陈老师啊，我这边有一个问题。就是我做销售有一段时间了，然后对于
就是确定，可能说潜在的客户这样子，我现在还勉强能够把握。但是我
现在遇到的最大的瓶颈就是说，一般来说我确定了客户，他有这个购买
能力，而且有这个需求，但是他们可能在一些比如说，还在很犹豫，但
是就是很难套出来他们到底在犹豫什么。有些人可能是因为价格呀什么
的。有没有什么办法可以就是说在最短的时间内，就是把这个案子给关
掉这样子？

Chén lǎoshī a， wǒ zhèbiān yǒu yī gè wèntí。 jiùshì wǒ zuò xiāoshòu

yǒu yī duàn shíjiān le， ránhòu duìyú jiùshì quèdìng， kěnéng shuō
qiánzài de kèhù zhèyàngzi， wǒ xiànzài hái miǎnqiǎng nénggòu
bǎwò。 dànshì wǒ xiànzài yùdào de zuìdà de píngjǐng jiùshìshuō，
yībānláishuō wǒ quèdìng le kèhù， tā yǒu zhè ge gòumǎinénglì，
érqiě yǒu zhè ge xūqiú， dànshì tāmen kěnéng zài yīxiē bǐrú shuō，
háizài hěn yóuyù， dànshì jiùshì hěn nán tàochūlai tāmen dàodǐ zài
yóuyù shénme。 yǒuxiērén kěnéng shì yīnwèi jiàgé ya shénme de。
yǒuméiyǒu shénme bànfǎ kěyǐ jiùshìshuō zài zuìduǎn de shíjiān nèi，
jiùshì bǎ zhè ge ànzi gěi guāndiào zhèyàngzi？

Teacher Chen, I have a question. It's just that I've been a salesperson
for a while, and about being sure, being able to say what a potential
customer is like, now I can handle that with a bit of effort. However,
the biggest problem that I've encountered is this: usually I'd say that
I can judge a customer - he has purchasing power and he has the
need, but they could... for example... they're still hesitant, but it's
really hard to tell what they are hesitant about. For some people it
could be because of price or something. Do you have any way to be
able to tell in the shortest amount of time... to resolve this kind of
situation?

B: 其实这个问题是牵涉到我们下一节课要谈的内容，就是有关于如何把需
求转化为你的销售订单，也就是一个说服的过程。这个里边又会有很多
的技巧。当然我现在可能不方便谈，因为这个谈的话可能又是一节课了
。

qíshí zhè ge wèntí shì qiānshèdào wǒmen xiàyī jié kè yào tán de

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 nèiróng， jiùshì yǒu guānyú rúhé bǎ xūqiú zhuǎnhuà wéi nǐ de
xiāoshòu dìngdān， yějiùshì yī gè shuōfú de guòchéng。 zhè ge
lǐbiān yòu huì yǒu hěn duō de jìqiǎo。 dāngrán wǒ xiànzài kěnéng
bùfāngbiàn tán， yīnwèi zhè ge tán dehuà kěnéng yòu shì yī jié kè
le。

The truth is that this question involves what we're going to talk about
next class which is about how to turn a need into a sales order. It's
also a process of persuasion. There's a lot of skill involved in this. Of
course, now isn't a good time to talk about this, since talking about
this is a class in itself.

B: 但是我觉得有一点还是可以重申的，就是你要学会倾听，你要学会用一
些开放式的问题问清楚，判断客户到底有什么问题。还有一件事情，我
觉得，也许我提醒你的可以是说，你在第一步的时候，也就是在确认需
求的时候，是不是真的完完全全确认了他的需求。

dànshì wǒ juéde yǒu yī diǎn háishì kěyǐ chóngshēn de， jiùshì nǐ yào
xuéhuì qīngtīng， nǐ yào xuéhuì yòng yīxiē kāifàngshì de wèntí wèn
qīngchǔ， pànduàn kèhù dàodǐ yǒu shénme wèntí。 háiyǒu yī jiàn
shìqíng， wǒ juéde， yěxǔ wǒ tíxǐng nǐ de kěyǐ shì shuō， nǐ zài
dìyībù de shíhou， yějiùshì zài quèrèn xūqiú de shíhou， shìbushì
zhēnde wánwánquánquán quèrèn le tā de xūqiú。

However, I think there's something I should reiterate. You need to

master listening attentively. You need to master using open-ended
questions to question clearly, to determine exactly what a customer's
problem is. And there's something else, I think perhaps I should
remind you of, and that's when you're at the first step, when you've
confirmed a need, whether or not you've completely confirmed his
need.

B: 因为在这种情况基本上是两种可能性。一种可能性就是说他可能对你提
供给他的那个解决方案还不是特别满意。第二种可能性也许是价格上的
可能性。那么如果你在第一步，也就是我们说的确认需求，qualified le
ads这一步如果做得很好的情况下，那么后面这一步就会越来越省力。
所以我说对于销售来说，第一步是非常重要的，也就是说你判断需求，
判断他的购买力。我感觉就是说如果是碰到这种情况，可能还是在这两
点上面有问题。

yīnwèi zài zhèzhǒng qíngkuàng jīběn shang shì liǎng zhǒng

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 kěnéngxìng。 yīzhǒng kěnéngxìng jiùshìshuō tā kěnéng duì nǐ tígōng
gěi tā de nàge jiějué fāng‘àn háibùshì tèbié mǎnyì。 dì èr zhǒng
kěnéngxìng yěxǔ shì jiàgé shàng de kěnéngxìng。 nàme rúguǒ nǐ zài
dìyībù， yějiùshì wǒmen shuōde quèrèn xūqiú， qualified leads zhè
yībù rúguǒ zuò de hěn hǎo de qíngkuàng xià， nàme hòumian zhè
yībù jiù huì yuèláiyuè shěnglì。 suǒyǐ wǒ shuō duìyú xiāoshòu
láishuō， dìyībù shì fēicháng zhòngyào de， yějiùshìshuō nǐ pànduàn
xūqiú， pànduàn tā de gòumǎilì。 wǒ gǎnjué jiùshìshuō rúguǒ shì
pèngdào zhèzhǒng qíngkuàng， kěnéng háishì zài zhè liǎng diǎn
shàngmian yǒu wèntí。

Because in this situation there are basically two possibilities. One

possibility is that he is not particularly satisfied with the solutions
you've been providing him. The second possibility might be due to
price. So if you're at the first step, and you've determined needs like
we've said - this step, Qualified Leads - if you're doing this well in this
situation, then in later steps you'll be able to save yourself more and
more effort. So I've said concerning sales, the first step is very
important, and that's that you determine needs and determine a
customer's purchasing power. I think if you run into this sort of
situation, it's likely that the question concerns these two things.

A: 嗯，好的，明白了，谢谢！

ng4， hǎo de， míngbai le， xièxie！

Okay. I've got it. Thank you!

B: 还有什么问题吗？

háiyǒu shénme wèntí ma？

Are there any other questions?

C: 那，陈老师，你好，我有一个问题，如果一个客户，他可能是因为性格
或者是什么原因，他的话特别少。就是你去引导他的时候呢，反应很少
。那您觉得，这种情况呢，是应该放弃，就是他可能，判断他对这个产
品不感兴趣，还是说继续地应该对他进行更多的引导？

nà， Chén lǎoshī， nǐhǎo， wǒ yǒu yī gè wèntí， rúguǒ yī gè kèhù，

tā kěnéng shì yīnwèi xìnggé huò zhě shì shénme yuányīn， tā de huà

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 tèbié shǎo。 jiùshì nǐ qù yǐndǎo tā de shíhou ne， fǎnyìng hěnshǎo。
nà nín juéde， zhèzhǒng qíngkuàng ne， shì yīnggāi fàngqì， jiùshì
tā kěnéng， pànduàn tā duì zhè ge chǎnpǐn bù gǎnxīngqù，
háishìshuō jìxù de yīnggāi duì tā jìnxíng gèngduō de yǐndǎo？

Well, Teacher Chen, hello. I have a question. If there's a customer,

maybe because of his personality or some other reason, he doesn't
talk much. And when you start to guide him, he doesn't respond very
much. Then what do you think about this situation? Should you give
up? Is it possible to tell that he's not interested in this product? Or
should you continue with more leading?

B: 你这个问题实在是太好了。因为经常是销售会碰到这样的人，就是这个
人特别特别地不爱说话。我们也碰到过这种情况。然后呢，你在这种情
况下呢，可能销售就要变得比较主动一点了。

nǐ zhè ge wèntí shízàishì tài hǎo le。 yīnwèi jīngcháng shì xiāoshòu
huì pèngdào zhèyàng de rén， jiùshì zhè ge rén tèbié tèbié de bù ài
shuōhuà。 wǒmen yě pèngdào guò zhèzhǒng qíngkuàng。 ránhòu
ne， nǐ zài zhèzhǒng qíngkuàng xià ne， kěnéng xiāoshòu jiùyào
biànde bǐjiào zhǔdòng yīdiǎn le。

Your question is really a great one. Because salespeople will often

run into this type of person, someone who really doesn't like to talk.
We have all run into this situation. Then, in this situation, a
salesperson needs to become a bit more proactive.

B: 但是的话，无论怎么样的话呢，我感觉你还是要用各种的问题去试探他
。记住还是要用开放式的问题，不要让他回答Yes or No。因为这个是
最忌讳的。因为有的时候销售觉得这个人不死不活的，然后呢，就是说
感觉我好像也问不出来什么问题，对不对？那么，那在这种情况下，可
能销售要采用一些技巧。就是怎么样跟他暖身，我们所谓的暖身的技巧
。

dànshì dehuà， wúlùn zěnmeyàng dehuà ne， wǒ gǎnjué nǐ háishì

yào yòng gèzhǒng de wèntí qù shìtàn tā。 jìzhu háishì yào yòng
kāifàngshì de wèntí， bù yào ràng tā huídá Yes or No。 yīnwèi zhè ge
shì zuì jìhuì de。 yīnwèi yǒudeshíhou xiāoshòu juéde zhè ge rén
bùsǐbùhuó de， ránhòu ne， jiùshìshuō gǎnjué wǒ hǎoxiàng yě wèn
bu chūlái shénme wèntí， duìbùduì？ nàme， nà zài zhèzhǒng
qíngkuàng xià， kěnéng xiāoshòu yào cǎiyòng yīxiē jìqiǎo。 jiùshì

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 zěnmeyàng gēn tā nuǎnshēn， wǒmen suǒwèi de nuǎnshēn de
jìqiǎo。

However, regardless of what you say, I think you still need to use all
kinds of questions to feel him out. Remember that you still need to
use open ended questions, don't let him answer yes or no. So that
should be avoided. Because sometimes salespeople think somebody
is quite awkward, so then you feel you don't have any questions to
ask, right? So, in this situation, salespeople need to employ a bit of
skill. It's how we warm him up a bit, our so called "warming up skill".

B: 那你就看，不一定非要去谈销售的问题。你可能看看这个人的背景情况
。如果说这个人可能是什么什么大学毕业的，然后他说，哎，你什么什
么大学毕业的，你那个，你们有一个校友，叫什么什么名字，你认识吗
？哎呀，他如果这么巧的话，哎呀，他不就是我同班同学吗，以前是我
哥们儿，住在我的那个楼上的，怎么样怎么样。OK，那么这么一说的
话，他就觉得跟你有亲近感了。

nà nǐ jiù kàn， bù yīdìng fēiyào qù tán xiāoshòu de wèntí。 nǐ kěnéng

kàn kan zhè ge rén de bèijǐng qíngkuàng。 rúguǒ shuō zhè ge rén
kěnéng shì shénme shénme dàxué bìyè de， ránhòu tā shuō， āi，
nǐ shénme shénme dàxué bìyè de， nǐ nàge， nǐmen yǒu yī gè
xiàoyǒu， jiào shénme shénme míngzi， nǐ rènshi ma？ āiyā， tā
rúguǒ zhème qiǎo dehuà， āiyā， tā bù jiùshì wǒ tóngbān tóngxué
ma， yǐqián shì wǒ gēmenr， zhùzài wǒ de nàge lóushàng de，
zěnmeyàng zěnmeyàng。 OK， nàme zhème yī shuō dehuà， tā jiù
juéde gēn nǐ yǒu qīnjìngǎn le。

But look, this doesn't mean that you have to talk about sales
questions. You can look into this person's background. If you ask
what college he graduated from, then he says, oh, I graduated from
this college, your college. You have a classmate named such and
such, do you know him? "Wow! What a coincidence!", he says. "Well,
isn't that my classmate? He was my good friend before, he lived a
floor above mine, etc." Okay, if it's like this, he will feel a close
relationship with you.

B: 那有时候一些客户他表面上看上去不是那么擅长交流，但是他一旦觉得
跟你有了亲近感，那么他很多的交流的屏障就会被打破。所以我感觉呢
，你最好去了解一下你要面对的这个客户的背景。

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 nà yǒushíhou yīxiē kèhù tā biǎomiàn shàng kàn shangqu bùshì nàme
shàncháng jiāoliú， dànshì tā yīdàn juéde gēn nǐ yǒu le qīnjìngǎn，
nàme tā hěn duō de jiāoliú de píngzhàng jiù huì bèi dǎpò。 suǒyǐ wǒ
gǎnjué ne， nǐ zuì hǎo qù liǎojiě yīxià nǐ yào miànduì de zhè ge kèhù
de bèijǐng。

Sometimes a customer doesn't appear to be such a good

communicator, but once he has the feeling of being close to you,
then his defenses will be let down. So I think, you need to understand
your relationship to a customer's background.

B: 那这个背景的话，你可以多方面打听。他以前是哪里毕业的，他老婆是
谁，他什么，就是越仔细越好。这就是这种东西其实就是牵涉到你怎么
用一种关系营销。当然就是说这个是题外话咯。但是的话如果说你能够
跟他建立起一种个人的联系，哪怕不是关系，就不是说你跟他个人有什
么关联，但是的话如果能够让他觉得，就是说你跟他之间是一种很亲近
的一种关系的话，那么有时候恐怕很容易就能够打破僵局。

nà zhè ge bèijǐng dehuà， nǐ kěyǐ duō fāngmiàn dǎting。 tā yǐqián shì

nǎli bìyè de， tā lǎopó shì shéi， tā shénme， jiùshì yuè zǐxì yuè
hǎo。 zhè jiùshì zhèzhǒng dōngxi qíshí jiùshì qiānshèdào nǐ zěnme
yòng yīzhǒng guānxi yíngxiāo。 dāngrán jiùshìshuō zhè ge shì
tíwàihuà lo。 dànshì dehuà rúguǒ shuō nǐ nénggòu gēn tā jiànlìqǐ
yīzhǒng gèrén de liánxì， nǎpà bùshì guānxi， jiù bùshì shuō nǐ gēn
tā gèrén yǒu shénme guānlián， dànshì dehuà rúguǒ nénggòu ràng
tā juéde， jiùshìshuō nǐ gēn tā zhījiān shì yīzhǒng hěn qīnjìn de
yīzhǒng guānxi dehuà， nàme yǒushíhou kǒngpà hěn róngyì jiù
nénggòu dǎpò jiāngjú。

Now regarding background, there's a lot of things you can ask about.
Where did he graduate from? Who is his wife? Whatever, the more
detailed the better. In fact, it's in these details where you can bring in
business and sales. Of course, these things are off of the topic;
however, if you can establish a personal relationship with him, even
if it's not a business relationship, or if you don't have a personal
connection, if you can make him think that you were close or that
there is some relationship between you, then sometimes it's easy to
break the ice.

C: 谢谢，谢谢，陈老师！

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 xièxie， xièxie， Chén lǎoshī！

Thank you! Thank you, Teacher Chen.

D: 因为今天的时间有限，我们把问题留到下一节课继续解答，再次感谢陈
老师，谢谢！

yīnwèi jīntiān de shíjiān yǒuxiàn， wǒmen bǎ wèntí liú dào xiàyī jié kè
jìxù jiědá， zàicì gǎnxiè Chén lǎoshī， xièxie！

Because today's time is limited, we'll hold off on questions until the
next class. Once again let's thank Teacher Chen! Thank you!

Key Vocabulary

勉强 miǎnqiǎng reluctantly
把握 bǎwò to grasp; certainty
瓶颈 píngjǐng bottleneck
犹豫 yóuyù to hesitate
套 tào to trick
牵涉 qiānshè to involve, drag into
转化 zhuǎnhuà to translate into
说服 shuōfú to persuade
重申 chóngshēn to reiterate
倾听 qīngtīng to listen attentively
开放式 kāifàngshì open-ended
省力 shěnglì labor-saving
引导 yǐndǎo to guide, lead
反应 fǎnyìng reaction
不死不活 bùsǐbùhuó distant, cold,
unresponsive (person)
暖身 nuǎnshēn to warm the body

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 校友 xiàoyǒu schoolmate
亲近感 qīnjìngǎn closeness, rapport
擅长 shàncháng to excel
打破 dǎpò to break
题外话 tíwàihuà banter, talking off topic
僵局 jiāngjú deadlock, impasse

Supplementary Vocabulary

涉及 shèjí to involve
本质 běnzhì essence
亲密 qīnmì intimate, close
障碍 zhàngài obstacle
市场营销 shìchǎngyíngxiāo marketing

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