Title: Ali Tiejun Sales Course

Publishing House: Sichuan People's Publishing House

Publication date: 2065438+first edition in February 2009.

What is sales:

We are selling and being sold every day. Selling has become a kind of consciousness and a kind of thinking.

Li, the first president of "Ali Military Academy", precipitated and summarized the first-line sales management experience accumulated over the past ten years. For the first time, the book reveals the whole set of training methods of Ali Tiejun, a legendary and mysterious sales team, and their strong sales habits. It can be said that this is a practical manual for ali dad to train and train tens of thousands of elite iron troops.

The book divides sales into four basic steps: mining demand, throwing out products, solving problems and closing deals. It trains the minds of new salespeople, makes them have sales thinking, then makes this thinking a habit through behavior practice, and finally gradually transforms into a top salesperson. This book is suitable for any stage of sales, whether it is a novice or a senior salesperson who is going through a bottleneck period. After reading this book, you will have a new understanding of sales.

This training system has successfully trained countless salesmen and outstanding management cadres in ali dad, and many outstanding Internet entrepreneurs in ali dad have also recognized this system. It can be said that Ali Tiejun is also the disseminator and evangelist of the whole Ali cultural values. For readers who want to know the history and secrets of Ali Tiejun, this book is also very worth reading.

About the author:

Former Alibaba executives who joined Alibaba in 2002 are also one of the early members of Alibaba's B2B sales iron army.

During my tenure at Alibaba, I was responsible for the market development of B2B supplier business in China in the early stage. I started as a grass-roots salesman and promoted Alibaba's products and services to small and medium-sized enterprises in China through face-to-face direct sales. During this period, I traveled to many provinces and cities and accumulated rich sales experience. Mid-term transformation from sales management, leading the team to focus on business development in Fujian market. Later, he was mainly responsible for the construction of Alibaba's training system, delivering elite talents for front-line and middle-and back-office training. It has successively established perfect training systems such as "Centennial Plan" for newcomers' induction training, "Centennial Ali" for on-the-job employees and "Centennial Management" for management cadre training, and is known as "President of China Tiejun". The "Centennial Plan" is the cradle of Alibaba B2B Iron Army, and it can be called "Whampoa Military Academy" of Ali. At that time, thousands of Ali salespeople received professional training and passed strict screening here every year, and finally they were transported to markets all over the country.

20 12 started his business after leaving Alibaba, and successively established "Bai Tong E-commerce" focusing on serving the e-commerce ecology, and "Car Ant", a one-stop O2O car life service platform for the automobile aftermarket, and served as the CEO of Maodou New Car Network.

The first chapter opens the sales life

1. Sales is a profession, an ability and a thinking.

2. There are three common sales forms in the market: direct sales, electronic sales and online sales. The World Federation of Direct Selling Associations defines direct selling as a way to sell products or services directly to customers, while the American Direct Selling Education Foundation defines direct selling as a way to put consumers' products or services through interpersonal contact (salesman to buyer). Direct selling is by no means the same as pyramid selling, and the only defining standard of the two is the sub-commission model.

There are many excellent platforms in the society. Summarize the following three points:

First: those platforms that can give salespeople enough sales space must be the first choice.

Second: the platform should be equipped with a complete sales package, and the sales team should be at the front line. If the logistics supply is not in place, it is a waste of time.

Third, the core business of the platform should have development prospects.

4. After we choose the platform, we should also choose the products. Tangible is definitely better than intangible, physical is definitely better than virtual, goods are definitely better than service, and what is just needed is definitely better than what is not needed. If products can bring value to customers, then all values can be summarized as "fame" and "profit". "fame" is limited to personal honor and status, and "profit" is more inclined to benefit. Now, the customer's pursuit of "fame" has risen to the physical and mental senses, and the customer's judgment standard of value is increasingly based on experience and real feelings.

5. A complete set of sales tools and materials should at least include company introduction, product and service introduction, presentation materials on computers or mobile phones, successful cases, comparative analysis of competitors, signing contracts and so on.

6. There are three winner theories in the sales industry, namely, sowing theory, flop theory and fruit picking theory. The core of sowing theory is actually telling us to accumulate customers. The more we sow, the more fruits we will reap in the future. The more customers you visit, the higher the probability of signing a contract and the greater the number. The flop theory says that the faster customers are screened, the faster they can fight against big names, and the faster they run, the faster they can sign big contracts. The theory of fruit picking is about customers' harvest. When the fruit is ripe, you should pick it quickly, otherwise others will not pick it, or it will rot on the ground and nobody will take care of it.

The second chapter takes the first step to visit.

1, sales should be signed with wisdom, not strength.

2. Several skills of visiting customers: (1) Be confident. Only when the customer is nervous and speaks generously can the purpose of coming be clearly stated. (2) be polite. There is an old saying in China, "If you don't laugh, it's fine. If you are polite, it's not strange." In the same sentence, if you laugh, cry, or say with a straight face, the effect is completely different. (3) Pay attention to appearance. Image is really crucial. Only through a clean and tidy image and generous expression can the other party have a better experience, and such communication is effective. (4) You can put a pack of cigarettes in your bag and bring all kinds of small gifts, which will be useful. Besides being worldly, you need some professional skills, which is what we usually call "on-site control".

3. In enterprises of different industries and sizes, key figures can be roughly divided into three categories: decision-making, referral and lubrication.

4. Classify the sales links, and what to do by telephone: book customers, maintain customers' situation, place orders forcibly, and urge them.

Chapter 3 Mining demand is a science.

1, "Do what you like and say what you like". Mastering more knowledge is of great help to sales and can play a key role at critical moments.

2. Sales talk can be divided into two parts: business and life.

3. Listening generally has the following purposes in sales: 1. Understand customers deeply; Second, tap customer needs; Third, develop customers into long-term partners and listen to some skills in the specific implementation process; First, make eye contact. Second: be sure to concentrate. Third: you can take notes. Fourth: Pay attention to the proportion of time in the whole sales process. Fifth: Never interrupt customers easily. Sixth: Never assume a position.

Every customer's problem is sending us a message, and there is a problem behind every message, and this problem happens to be our sales opportunity.

Chapter 4 It is not difficult to know your customers.

1, we usually use four kinds of animals to represent different types of customers, namely commander tiger, gregarious peacock, coordinator koala and thinking owl.

Commander Tiger's customers have such characteristics: action first, quick action, always keeping promises, like change, and keen to solve problems. At the same time, these customers like power, competitiveness, decisiveness and becoming adventurers. Action first, respect for the strong, these behavioral characteristics are typical commanding tiger customers.

Peacock customers: Good at communication and communication, love to talk, especially like to talk about their own affairs, like to make themselves the key to things, proactive, helpful, and have many ideas to entertain others. They like to show off and show themselves like proud peacocks.

The characteristics of koala customers: prefer stability to adventure, care about interaction with people, be likable, be good at doing some coordinated things, stay in one place for a long time, and don't like change. They can calm people down. Their motto in life is: the key is not winning or losing, but how many friendships they have.

Thinkers are owl customers. They are cautious and self-controlled. They value analysis more than emotion. They are methodical and value data, order and rules, but they may be too formal. They pay great attention to details and think correctness is very important. The motto of such customers is: I am not the fastest, but I am absolutely right.

Chapter V Overcoming the phobia of signing bills

1. Four sales closing methods: talking closing method, direct closing method, hypothetical closing method and measuring closing method.

When using this trading method in sales, we should pay attention to three points: first, perseverance is very important, and the attack must continue uninterrupted until the last moment. Second: you can close the deal at any time. Third: don't be discouraged, let alone run away, in the face of customer rejection.

3. Three points should be paid attention to in the application of hypothetical trading method: First, design the details first. According to their own business and product characteristics, design the details needed for hypothetical transactions, which are usually related to cooperation. Second, in the face of customer reaction, we should conduct strategic investigation in time. Third: remember, don't indulge in the details themselves.

Chapter VI Advanced Rules of Sales Ability

1, how to improve our sales efficiency, mainly from three aspects: First, we must make a clear plan for our sales work. Second: the planning of the whole route is also very important. Third, we should avoid problems in the judgment and analysis of customers.

2. One map and two tables: "One map" sales route planning map, "Two tables" The first table is the customer visit table, and the second table is the sales idea table.

3. Judgment, inference and decisiveness of sales "three broken forces".

4, three axes: set the goal correctly. Correct "staring at the result". Correct "take the result"

Chapter 7: Transition to Top Sales

1, a complete and sound sales mentality needs these four kinds of mentality to support, which are indispensable.

The first one: a positive attitude. The second type: learning mentality. The third type: successful mentality. The fourth kind: gratitude mentality.

The stronger the desire, the stronger the belief. The stronger your belief, the greater your energy. The greater your energy, the greater your aura. This is a positive cycle, so desire is the root of mentality and a driving force.