[译]客户脑子里的想法|回忆宫殿

译文

我只是发现而非发明了这个，感谢Miller Heiman,AchieveGlobal以及Huthwaite.

几十年来，我们一直在讨论“以客户为中心”,但是客户脑子中究竟想的是什么东西呢?

Miller Heiman用了一种叫做“顾客概念”的术语来描述这种情况,但是它只是描述了顾客脑中想到的一些元素，诸如"试着修正什么东西，避免什么还有完成什么".出于某种原因，这些都没有真正深入顾客的想法，并且概念中的元素并没有被组织起来。

我认为AchieveGlobal(前身是由几个来自哥伦比亚大学的行为心理学家和教授在1963年创立的国际学学术与BSI)是第一个研究销售行为的公司，并且他们由辉瑞公司的数千名销售代表那里获得的数据研究出了“职业销售技能”。他们使用“顾客想要改变现状的意愿”和“需求背后的需求”这两个术语解释了为什么这个需求如此重要，以及需求背后的需求指向了三件事：财务、业绩、形象

在之后的1974年，Neil Rackham发起了一项新研究，随后SPIN横空出世，SPIN的出现是为了搞清楚为什么大多数时间顾客拥有需求，他们很清楚你提供的解决方案并且认同你的方案可以帮助解决他们需求上的问题，但他们就是不为所动的原因。

这三种“方法概念销售”、“专业销售技能”、“SPIN销售”如今受到了数以百万计的销售、销售经理以及高级领导的认可。今天，我尝试将他们结合起来。也就是说这个方法适用于任何情况（原本的概念是由AchieveGlobal,Miller Heiman以及Huthwitte提出来的，我只是将他们的理论重新组织起来）.

为了帮助你快速理解，我举个例子。

梦想中的房子，而你是一个卖房的销售代表。

现在你的处境是：

这个房子有40平米，距离地铁站900米，附近没有能停车的地方，并且这个房子是个地下室，得不到任何自然光照。

不同的人会对这些情况有不懂的感觉。如果一个大学生住在这里并且经常使用地铁作为交通工具，这仅仅有些“能感知到的”不便，他并不会多说什么。当你这时把这个房子卖给他的时候，他会对此无动于衷的。

当他找到了女朋友，这件事的体验就会变成“不悦的”。例如，女生可能会喜欢用植物来装饰房间，但植物需要阳光才能存活。但这只是有些不悦，所以他们会开始想办法来改善这些问题，这也被成为“内部发展”.但你在这个情况下卖给他们这个房子，他们也会对此无动于衷。

当他们结婚了，这就成了一个“不可忽视的问题”，但他们可能还是不想买一个新房子，因为对于年轻的夫妇来说，有太多事的优先级要比买新房子高了。就像自我发展，找个新工作，买辆新车，又或者是短期投资。但当你试着在这个时间段卖给他们一个新房子，他们也许会对此无动于衷，但他们也有可能被你说服并采取行动，这就是SPIN销售起作用的地方。很多销售在这个情况下会使用叫做“为顾客创造需求”的术语。我并不是说在“感受到”或者“不悦”的情况下“为顾客创造需求”是不可能的，好的销售总是挑三拣四的，因为时间就是一切

之后当他们有了孩子，这就让他们变得“想要行动”。无论你是否要卖给他们房子，顾客会主动寻找卖方。但是在此之前，他们会开一场家庭会议来讨论能同时满足妻子和丈夫个人需求的房子应该具备怎样的条件。

在此我引用一下Miller Heiman对于个人得失与业务成果的定义：

业务成果是顾客真正想买的东西，比如说顾客想要买的是打出来的洞，而不是钻机；他们想买的是更好的个人形象，而不单单是手表；他们想要买的不只是书，还有书中的知识；

个人得失是人们在此时此刻做出这个决定的原因，例如一家公司想换一个新的办公室地点，经过长达三个月的比较，CEO选择了离他家最近的那个。出于安全考虑，董事只有在所有人都同意的情况下才会批准。副总裁出于要平衡3家供应商采购清单的原因选择出价第二高的卖家。

所以接下来就是销售的关键，当一个顾客找到你，说：“我想买一个新房子。”。你必须记住顾客可能从有想法到实际采取行动已经经历了很长时间。聆听客户的故事并且让故事有个好结局是销售的责任。如果客户还没有准备好，听听他们说的什么并且帮助他们理解自己的目的。这才是以客户为中心。

在人脑中，所有的结果都是好处。当人们开始考虑买个新房子，他们会考虑新房子的好处，像是离地铁站更近，更大的可以停车的地方，更大的房间，新鲜的空气，美丽的阳光。为什么所有好的销售都向客户同时陈述特色与好处？这就是人性，因为客户脑子里想的都是利益，保存在他们的脑神经元（或者突触）里面,一些人可以将200m联想成短，900m联想成长。2室太小而10室太大。但是在处理复杂情况的时候，人脑可能不会像那样联想，就像AMD锐龙7 1700联想到快？或者i7 7700k联想到快？又或者是Apple A10芯片？通常客户不会这样联想，因为上述三个芯片使用了不同的设计与生产方式，他们不能相提并论。

原文

I did not invent this, I just discovered this. And thanks to Miller Heiman, AchieveGlobal and Huthwaite.

For decades, we are keep talking about customer centric, but what is really in the customer's brain?

Miller Heiman used a term "customer concept" to describe this, but they just describe the element in it such as, "trying to fix sth, avoid sth and achieve sth". They do not go deep in it for some reason, and the element in the concept is not organized.

I think AchieveGlobal (former as Learning internationl and BSI in 1963, founded by several behavioral psychologists and professors from Columbia university) is the first company who research sales behaviors and comes out Professional Selling Skills using data collected from Pfizer's thousands of sales reps. They use the term "Needs, which is customer's willingness to change current situation" and "Needs behind the needs, to describe why this needs is that important and usually needs behind the needs refer to 3 things, financial, performance or image"

Then 1974, a new research started by Neil Rackham and then SPIN comes out, SPIN is to find out why much of the time, the customer have needs, and they know pretty about your solution and agree that your solution can help them on the needs, but they just do not take actions.

These 3 methodology Conceptual Selling, Professional Selling Skills and SPIN Selling are all proven by billions of sales, sales managers and senior leaders. Today, I am trying to combine them together.This seems can explain everything now. ( The original concepts comes from AchieveGlobal, Miller Heiman and Huthwitte, I just re-organized them)

To help you understand quickly, I just give you an example.

The Dreaming house. And you are a sales rep selling houses

Facts of current circumstances are:

40 square meters, 900 meters to the subway station, do not have car park nearly, it is a basement and do not have natural light.

Different people will have different feeling of these facts. If a college student living here and always transport from subway, this might have some inconvenience but just "Aware", he will do nothing. when you sell house to him at this moment, he will indifferent.

When he got a girl friend, it might became "Dissatisfaction", for example, girls might like plants to decor the room but plants need sunlight. But just some dissatisfaction, so they began to find some way to improve this, so called "Internal Development". When you sell house to them at this stage, they will also indifferent.

When they get married, this comes to a "Real Problem", but they might still do not want to buy a new house, because for young couples, there are a lot of areas that have much higher priority than buying a new house. Such as self development, find a new job, a new car or short term investment. But when you trying to sell a new house to them at this stage, they might indifferent, but they also might be convinced by you to take actions, and this is where and how SPIN selling works. Many sales use a term as "create customer's needs" are talking about this stage. I am not saying that it is impossible to "create customer's needs" at the stage "Aware" and "Dissatisfaction" , good sales always "cherry picking". Time is everything.

Then they have a baby, this makes them "Desire to act". No matter you are selling or not, the customer will actively looking for venders. But before that, they will have a family meeting and discuss what is the results they want to get from a new house and if that can meet the both husband's and wife's personal needs.

I quote MillerHeiman's definition of Business Results and Personal Win:

Business results is what the customer really buy, for example, the customer is buying the hole, not the driller; they buy better image, not the watch; they buy knowledge, not the books;

Personal Win is why the people make this decision this time, for example, a company want to have a new office location, after 3 month comparison, the CEO chose the one which is nearest to his house. A director only approve if everyone had approved, for safety reason. A VP choose the second score bid vender because he need to balance all the 3 venders in their purchasing list.

So here comes the key of selling, when a customer comes to you and say,"I want to buy a new house." You must keep in mind that the customer might have been through a great journey from aware the problem to really take actions. It is the duty for the sales people to listen to the customer's story and guide the journey to a happy end. And if the customers are not ready yet, listen to them and help them to understand where they are. And this is really customer-centric all about.

In human brain, all results is in the word of benefits, when people began to think about a new house, they think about benefits, closer to subway, big car park, big house, fresh air, beautiful sunshine. Why all the good sales are state both feature and benefit to the customer? This is human, because all needs in the customer's brain is words of benefit, saved in his/her brain's nerve cells (or synapses）, some of the people can link feature like 200m to short and 900m to long, 2 rooms to small and 10 rooms to large. But when processing complex situation, human brain might can not link that, such as AMD Ryzen 7 1700 link to fast? or I7 7700k link to fast? or Apple A10 chip link to fast? Usually customer can not make the linkage because above 3 chips use different design and production, they can not be compared apple to apple.