你看到的只是成交,背後是銷售策略與心理戰《極限銷售》|天下文化Podcast 書房憲場-極限銷售特別篇 EP03

天下文化 April 30, 2025
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天下文化出版公司堅持「傳播進步觀念,豐富閱讀世界」,出版已超過四千種書,涵括財經企管、心理勵志、社會人文、科學、文學、健康親子、大樹文化等領域。

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本集天下文化 Podcast書房憲現場特別篇的來賓,謝文憲(憲哥)邀請老朋友范永銀深入討論了銷售的本質與實戰經驗 憲哥回顧自己過去在房地產與金融業的To C經驗,指出這類型的銷售通常面對的是最終消費者,交易週期可能比較短,但仍有例外,特別是在企業服務中,決策流程冗長、訂單金額高,常常一張單要談三個月甚至一年。 而這一集的重點,是讓聽眾更認識To B銷售,於是他邀請了老朋友、全球知名企業總經理范永銀來對談。 范永銀分享他如何從第一線業務員一路做到外商總經理,並談到他前一本書《MEDDIC世界一流的銷售技術》,是將自己25年外商經驗濃縮成的一本專業銷售手冊。他強調,很多在本土業務人員學不到的系統化訓練與知識,他都試圖透過這本書傳承下來。 他的一句名言也頗具啟發性:「不要讓你的鈍務變成別人的基本功。」 當話題回到To B銷售時,范大提出「三多」的概念:會議多、業務多、錢多。他強調企業銷售因涉及多人決策,通常流程更複雜,而且參與角色眾多,從使用者、技術評估者到決策者,甚至還有旁觀但有影響力的「coach」或政治人物。他舉出實際案例,比如某些案子最終沒談成,竟是因為風水師說「今天不宜簽約」,這種「三師」干擾(風水師、會計師、律師)在大型交易中非常常見,讓人哭笑不得。 他也提到,To B銷售中建立信任極為關鍵,但不能依賴傳統的吃喝玩樂,而是要了解每位關鍵角色的「Personal Win」,也就是他們個人從這個專案中能獲得的利益。例如某些工程師支持新系統,因為這能提升他們的市場競爭力,未來找工作更容易;有些剛升官的人可能希望藉由導入新系統來展現績效。 銷售人員需要洞察這些細節,才能在錯綜複雜的組織內部中找出支持者、化解紅旗人物的反對。 范永銀也分享他初入行時每天跑四個Demo、自己搬著17吋CRT螢幕、推車、工作站到處拜訪客戶的艱辛歷程。他提到自己因為一次案子被競爭對手搶走,對方是陪客戶打高爾夫而得分,讓他決心學打球,雖然後來打了25年高爾夫,卻沒靠它拿過一單生意,但交了很多好朋友,也因此體會到人生興趣的真正價值。 范大強調:「銷售的本質是創造價值」,若你能讓客戶相信他花500萬買你的東西,能創造5000萬價值,這不只是交易,而是投資。從這個角度切入,銷售不再只是推銷產品,而是幫助客戶成功。 這集Podcast不只是新書導讀,更像是兩位實戰老手的誠實對談,從產業觀察到職涯歷程,再到做人的哲學,讓人聽完不僅對To B銷售有了更深的理解,也對「學做人」這門深奧卻實用的功課有了新的思考。

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