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ChineseSales — Close Deals
销售——促成交易
Sell the problem you solve, not the product you built.
推销你解决的问题，而非你打造的产品。
Outreach Principles
开发信原则
- Lead with their pain, not your product. "I noticed you're hiring 3 engineers to build internal tooling" not "We built an amazing platform."
- Reference something specific. Blog post, LinkedIn post, job listing, press mention. Prove you did homework.
- One ask per message. "Open to a 15-min call?" not "Check our demo, read our blog, and schedule a call."
- Follow up exactly once. Two follow-ups = spam. One = professional.
- 从对方的痛点切入，而非你的产品。 比如可以说“我注意到你们正在招聘3名工程师来搭建内部工具”，而不是“我们打造了一个很棒的平台。”
- 引用具体细节。 比如博客文章、LinkedIn动态、招聘启事、媒体报道。以此证明你做了功课。
- 每条消息只提一个请求。 比如“是否愿意抽15分钟通个电话？”而不是“看看我们的演示、阅读我们的博客，然后安排一次通话。”
- 仅跟进一次。 两次跟进=垃圾信息，一次跟进=专业。
Cold Outreach Template
开发信模板
Subject: [Specific observation about their company]
Hi [First name],
[One sentence referencing something specific about them — proves research.]
[One sentence connecting their situation to the problem you solve.]
[One sentence on what you offer — outcome, not features.]
Worth a 15-min call this week?
[Your name]Anti-patterns:
- "I hope this email finds you well" — delete this from your vocabulary
- "We're an AI-powered platform that leverages..." — nobody reads past "leverages"
- Sending the same template to 500 people — they can tell
Subject: [关于对方公司的具体观察]
Hi [对方名字],
[一句话提及关于对方的具体信息——证明你做了调研。]
[一句话将他们的处境与你解决的问题联系起来。]
[一句话说明你能提供的价值——强调成果，而非功能。]
这周是否愿意抽15分钟通个电话？
[你的名字]反模式：
- “希望你一切安好”——从你的词汇库中删掉这句话
- “我们是一个基于AI的平台，能够利用……”——没人会读到“利用”之后的内容
- 给500人发送相同的模板——他们能看出来
Demo Playbook
产品演示手册
Before the Demo
演示前
- Research the prospect: company size, stack, pain points, competitors they use
- Prepare 2-3 specific scenarios relevant to them
- Have answers ready for: pricing, security, integrations, timeline
- 调研潜在客户：公司规模、技术栈、痛点、正在使用的竞品
- 准备2-3个与他们相关的具体场景
- 准备好以下问题的答案：定价、安全、集成、实施周期
During the Demo (30 min max)
演示中（最长30分钟）
| Time | What |
|---|---|
| 0-5 min | Discovery: "What's your biggest pain with [X] today?" |
| 5-20 min | Show 2-3 workflows that solve THEIR specific pain |
| 20-25 min | Pricing and next steps |
| 25-30 min | Questions |
Rules:
- Never show features they didn't ask about
- Let them drive: "What would you want to see next?"
- If they're excited, shorten the demo and close
| 时间 | 内容 |
|---|---|
| 0-5分钟 | 需求挖掘：“目前你在[X]方面最大的痛点是什么？” |
| 5-20分钟 | 展示2-3个能解决他们具体痛点的工作流 |
| 20-25分钟 | 介绍定价与后续步骤 |
| 25-30分钟 | 答疑环节 |
注意事项：
- 绝对不要展示他们没问过的功能
- 让主导权在他们手中：“接下来你想看什么？”
- 如果他们表现出兴趣，缩短演示直接促成交易
After the Demo
演示后
- Send recap within 2 hours: what you showed, what they liked, next steps
- Include specific pricing (not "let me get back to you")
- One clear next step with a date
- 2小时内发送复盘邮件：包含展示的内容、他们感兴趣的点、后续步骤
- 明确给出具体定价（不要说“我回头再告诉你”）
- 给出一个明确的带日期的后续步骤
Objection Handling
客户异议处理
| Objection | Response Framework |
|---|---|
| "Too expensive" | "What's it costing you today to do this manually?" (reframe as ROI) |
| "We'll build it ourselves" | "What's the engineering cost? How long until it's production-ready?" |
| "Not a priority right now" | "When does this become urgent? Can I check back in [specific time]?" |
| "Need to talk to my team" | "Happy to join that conversation — what concerns would they have?" |
| "Using competitor X" | "What's working? What's not?" (find the gap) |
| "Need more features" | "Which specific feature would unblock you?" (scope it) |
Never: Argue, dismiss, or pressure. Understand → reframe → suggest.
| 异议 | 回应框架 |
|---|---|
| “太贵了” | “目前你们手动处理这件事的成本是多少？”（重构为投资回报率视角） |
| “我们会自己开发” | “开发成本是多少？多久能上线？” |
| “现在不是优先事项” | “什么时候这件事会变得紧急？我可以在[具体时间]再联系你吗？” |
| “需要和团队商量” | “我很乐意参与这次讨论——他们会有哪些顾虑？” |
| “正在使用竞品X” | “哪些方面用得好？哪些不满意？”（找到痛点缺口） |
| “需要更多功能” | “哪项具体功能能帮你推进工作？”（明确范围） |
绝对不要： 争论、无视或施压。先理解→再重构→最后给出建议。
Pipeline Management
销售漏斗管理
| Stage | Definition | Action |
|---|---|---|
| Lead | Showed interest (signup, inbound, referral) | Qualify within 24 hours |
| Qualified | Has budget, authority, need, timeline (BANT) | Schedule demo |
| Demo'd | Saw the product | Send proposal within 48 hours |
| Proposal | Reviewing terms | Follow up once at day 3 |
| Negotiation | Discussing terms | Be flexible on terms, firm on value |
| Closed Won | Signed | Hand off to onboarding |
| Closed Lost | Dead | Log reason, learn, move on |
Weekly review: Pipeline value × probability by stage = weighted forecast.
| 阶段 | 定义 | 行动 |
|---|---|---|
| 线索 | 表现出兴趣（注册、 inbound、推荐） | 24小时内完成资格审核 |
| 合格线索 | 具备预算、决策权、需求、时间线（BANT原则） | 安排产品演示 |
| 已演示 | 观看过产品 | 48小时内发送提案 |
| 提案中 | 正在审核条款 | 第3天跟进一次 |
| 谈判中 | 讨论条款 | 条款可灵活调整，价值要坚守 |
| 成交 | 已签约 | 移交至实施团队 |
| 流失 | 已终止 | 记录原因、总结经验、继续推进其他线索 |
每周复盘： 各阶段漏斗价值×概率=加权预测值。