sales

Compare original and translation side by side

🇺🇸

Original

English

🇨🇳

Translation

Chinese

Sales — 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。