你会区分潜在客户礼貌性的回答和真实的购买信号吗？建议收藏这25个购买信号

销售人员或业务员失去交易有很多可能的因素，其中一个原因在于他们未能准确评估潜在客户所处的进程：

他们要么把一个礼貌性的兴趣理解为强烈购买欲望，然后在潜在客户没有准备好时就急于成交；
要么就完美地错过了潜在客户的真实的购买信号，让自己失去了销售机会。

为了避免这两种情况，销售代表或业务员必须学会识这二者的区别，你需要区别什么是信号什么是噪音。

01
识别泛泛的兴趣或礼貌性回答

销售代表或业务员很容易把潜在客户礼貌性的兴趣表达理解为准备购买。但当买家处于考虑阶段时，他们仍然在评估他们的选择。他们的陈述通常是模糊的、不确定的和抽象的，而真正有购买意向的表述更具体、更明确、更注重行动。

下面是一些兴趣不足或者只想搪塞你潜在客户可能会说的话：

That seems like it could be helpful.

Do a lot of your customers use that feature?

I remember one of my coworkers mentioned that.

How does that work?

I need to get approval from my supervisor.

If you send me some materials, I’ll look them over.

That’s interesting.

02
识别真正的购买信号

与上述模棱两可的表达方式不同，以下6类问题和陈述通常来自非常感兴趣或准备采取行动的买家。

1 提出价格相关的问题

跟价格或折扣相关的问题有两种情况：1）如果这些问题是在销售对话的开始出现的，那么潜在客户有可能过度关注成本而不是价值；2）如果潜在客户已经有机会认识到产品的价值，那么询问价格表明他们会购买。

例子：

Do you offer financing?

What’s the best price you can give me?

Are there any discounts available?

Is this a quarterly or monthly contract?

2 表达占有性

当潜在客户在谈论产品时好像他们已经拥有了它，那么这是个好迹象。通常情况下，这意味着他们已经在心理上承诺要购买了。

例子：

This will fit in well with our current system.

Andrea would probably be the point person for this process.

I think we’d send four employees to start.

I’d like Jonathan to handle the training sessions.

The app will come in handy when any of us are on the road.

3 提及交货日期

一旦买家进入决策阶段并确定了他们感兴趣的具体解决方案，他们就开始考虑物流问题。他们什么时候能收到产品或安装产品、产品如何到达他们手中？而那些不感兴趣或不太坚定的潜在客户，往往对细节的关注要少得多。

例子：

How long would implementation take after we sign?

Would it be possible to get [the product] by January?

What are your delivery options?

For a company of our size, how soon do you think we could get up and running?

4 开始表达期望

为了激励潜在客户采取行动，销售代表或业务员应该描绘出一幅美好的未来。如果潜在客户开始主动讨论这幅画，你就会知道这幅画已经深入人心。

例子：

This tool would help us do X faster.

It would be great to have this for [project].

I could definitely see this coming in handy when I want to do Y.

Our team would love having this for [XXX task].

5 讨论风险问题

有时潜在客户倾向于购买，但希望首先消除他们的疑虑，在这种情况下，他们会问一两个问题，以帮助他们对购买感到更舒适。

例子：

If I decide I don’t like the product, what happens?

Do you have a satisfaction-guaranteed policy?

What’s your customer support like?

How long does your warranty last?

6 提出下一步问题

成功的销售人员或业务员在销售过程的每个阶段都会制定明确的下一步计划。然而，急于购买的潜在客户往往会抢先进行这种对话，而你应该准备好回答”next step”的问题。

例子：

So, if I’m interested what happens next?

Are you available to meet with the other members of the buying committee?

Where do we go from here?

What can I do on my end to facilitate the process?