海外博文 | 如何在危机中建立顾客购买信心

How to Build Customer Confidence in a Crisis

若何在危机中竖立顾客购置决心

[本文来自：www.ii77.com]

By Wendy Higley, Global Account Director, Upland Altify

Whether it’s a public health outbreak, a data breach, an economic dip, or other uncontrollable conditions that deplete the sales pipeline, it’s incredibly important for sales professionals to lean on customer relationships as the foundation to succeed.
无论是突发民众卫生危机、数据泄露、经济下滑，照样其他无法掌握的情形耗尽了发卖渠道，发卖专家成功的根蒂都是维系顾客关系。

Every sales deal has a Point A (wherever it begins) and a Point B (the moment the deal closes, at the end of the sales funnel). In my experience, the process from A to B can be full of unexpected roadblocks – crises among them – so following a clear selling process that’s grounded in the customer relationship is essential to weathering and succeeding in difficult scenarios.
每个发卖生意都有一个A点（生意起头）和一个B点（生意竣事，发卖渠道的终端）。按照我的经验，从A到B的过程布满了无法预料的障碍和危机，是以，遵循基于维系顾客的明确发卖流程，有助于渡过难题时期并取得成功。

Many people say selling is an art, but I am firmly in “camp science.” Relying on a scientific sales process that places customers at the center is the key to a successful and smooth sales process.
很多人说发卖是一门艺术，然则我坚信发卖是“表演的科学”。成功且顺利发卖的要害，是以顾客为中心的、科学的发卖流程。

Why Salespeople Need to Build Trust with Customers

为什么发卖人员需要守信于顾客

Customers live in a world of constant updates, targeted content, and influential information – often of unclear origin. This environment allows for entirely new kinds of relationships and communities, ones in which trust can easily fall by the wayside.
我们的生活中布满络续更新的信息流、别有效心的内容和起原不明的名人名言。这种情况下，竖立全新的关系和社群很轻易，然则人们不会随意交付信任。

Building trustworthy relationships with people and understanding their problems is at the heart of great selling – and these relationships are the key for companies to survive unforeseeable events.
与顾客竖立信任关系，并认识他们的难题，是好的发卖的焦点，也是公司渡过未知危机的要害。

Last year’s LinkedIn State of Sales report named trust as the key factor for closing deals. In fact, 40 percent of sales professional respondents ranked trust above ROI and price in importance for the sales process.
LinkedIn客岁的发卖状况申报认为信任是完成生意的要害身分。实际上，有40％受访的发卖专家认为，在发卖过程中信任度比ROI和价钱更主要。

Trust does not form overnight, which is why sales professionals need to cultivate it in their sales practice over time. Building long-standing, trust-based relationships with valued customers provides the foundation sales professionals need to maintain customer confidence during more difficult times, when the sales funnel may evaporate.
信任不是一蹴而就的，需要发卖专家在发卖过程中历久培育。与有价格的顾客竖立历久的、互相信任的关系，是发卖专家在失去发卖渠道如许的难题时期，维持顾客的决心的根蒂。

How to Manage a Successful Customer Relationship

若何成功的治理顾客关系

Data – lots of data – is what salespeople need to shape relationship intelligence.
发卖人员治理顾客关系需要大量的数据。

Data is even more critical in a crisis. It may sound counter-intuitive to name data first when talking about relationships, but it captures the story of a customer, including:
在难题时期，数据加倍主要。在谈论人与人之间的关系时，把数据放在第一位听起来有点违反直觉，但数据能够捕获顾客的信息，包罗：

• what attributes they have,
• how they buy, and
• what they are influenced by..

• 他们有哪些特征，
• 他们若何购置，以及
• 他们受到什么影响。

One of the keys to being successful in any sale is qualification in order to win the deals that matter. Knowing a customer’s profile and persona is an essential part of qualifying leads and also lays the foundation for trust in the relationship.
在任何生意中，成功的要害之一就是有资格博得生意。认识顾客的小我资料和脚色，是杀青发卖的前提，也为信任关系奠基了根蒂。

For sellers, relationships need to remain just as important as revenue – more so in times of crisis.
对于卖方而言，维系关系与收入一般主要，在危机时期更是如斯。

When you build meaningful customer relationships, customers tend to be more satisfied, and satisfied customers are the ones who will come back again. Here are two quick tips to do so.
与顾客竖立有意义的关系，顾客往往会更写意，而写意的顾客就是回头客。这里有两个提醒。

Tip #1: Align your teams. Improving the customer experience starts with improving the connections between a company’s siloed teams. Salespeople need to work alongside the entire extended revenue team, from customer success to product specialists, to offer a fully tailored customer experience from opening sales call to close. By connecting the different departments that compose the extended revenue team, leaders become able to share and reuse account and opportunity insights across the entire application.
提醒1：调整团队。改善顾客体验始于改善公司部门之间的关系。发卖人员需要与整个撑持团队合作，包罗顾客办事专家和产物专家，以供应给顾客从接到德律到完成发卖全方位的办事。经由保持撑持团队各个部门，向导能够在整个发卖过程中共享和反复行使潜在顾客和发卖机会。

Tip #2: Understand the customer’s challenges and deal influencers. To inspire confidence during the sales process in times of crisis, it is important to understand the customer’s main challenge or goal as well as who is influencing them or their role within their organization. Relationship maps empower sellers to build their understanding of key players and personas who influence the organization while capturing details of the customers’ desires to ideate solutions that offer unique value.
提醒2：认识顾客的难题和影响生意者。为了在危机时期激发决心，要认识顾客面临的首要难题或方针，以及谁在影响他们或他们在组织中的脚色。关系图使发卖人员可以认识影响组织的要害人士和脚色，同时，捕捉顾客正在构想的、举世无双的解决方案的具体信息。

My situation at Upland Altify is unique in that I am able to utilize the technology and resources I sell to my customers every day. As a result, I bring my sales success stories to life when I speak with customers, which forms a bond. Empathy is essential for understanding where a customer is coming from because it places the seller in their shoes.
我在Upland Altify的地位很特别，因为卖给顾客的手艺和资源我天天都在使用。所以，当我与顾客攀谈时，我对他们讲本身成功的发卖履历，这形成了一种纽带。移情使发卖人员换位思虑，对懂得顾客的需要至关主要。

For Success in Sales, Blend the Human Element with Data

将人力与数据融合在一路获得发卖成功

Every customer interaction generates value, and, even though data analytics are AI-driven today, the human element is crucial to the customer interaction. CRM systems today are becoming even more powerful, leveraging AI to develop into the hub for the right customer data, augmented at each customer interaction. However, in times of crisis, consumers don’t want to be sold to, so salespeople should look to offer interactions and experiences that provide value for the long term.
每次与顾客互动都邑发生价格，即使目前数据剖析是由AI驱动的，真人对于顾客互动也至关主要。现在，CRM系统正变得越来越壮大，行使AI获得准确的顾客数据，并在每次与顾客交互时都进行扩充。然则，在危机时期，顾客不想收到冷冰冰的推销信息，发卖人员应该供应有历久价格的真人互动和体验。

Understanding the problems a customer is facing, and acknowledging the whole picture, will not only strengthen the relationship but also build comfort and confidence for the future.
认识顾客面临的难题，并认识顾客地点组织的整体情形，不光能够增强关系，还能够竖立对将来的决心。

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