序言2
销售是一项情绪体验。从本质上来讲，销售是一个人把自己的信念转移
给另一个人的行为。本书将会详细讨论销售的流程，帮助你在推销自己的产
品、服务、想法的时候能有一种愉悦的体验。你将会学到如何识别他人的隐
形需求，如何表述他们的执念和担忧，如何影响他人的决定，以及如何与他
人建立信任。
该书第一版是在一年前出版的，成百上千的读者已经读过并在自己的日常
工作和生活中践行了本书的理念。我在写这本书的时候，曾经设想过有共鸣的
理想读者，他们应该是立足于中国，但跟海外客户有非常多的生意往来的销售
人员以及他们的经理们。让我惊讶的是，这本书的大部分读者竟然来自各行各
业，有一些人甚至从未接触过销售领域。通过跟这些读者的交流，我认识到：
我的很多商学院的学生喜欢研究理论，但很多职业经理人不喜欢。职
业经理人想要实用的工具以便快速地解决业务中遇到的实际问题。这
本书可以让他们如愿。
现在，中国的商业正在以前所未有的速度发展，每个人都很忙。花
一个月的时间读一本小说可以让人接受，但花同样的时间读一本实
用的销售技能书就不能让人接受了。我不是一个喜欢长篇大论的人，
没办法把一个想法用50 页的内容表述出来。在本书中，每一页你都
能发现至少一个值得你思考的新观点。
基于销售的复杂性和不确定性，人们在销售的过程中会遇到各种不同的
问题和担忧。有一个问题基本上每个人都会遇到——如何让我们的业务
量增长，并可持续地发展下去？本书会在这个方面给你一些帮助。如果
你是一个单打独斗的“格斗型”销售，那么这将是一个非常好的机会去
成长为一名“全能型”销售。
无论与哪个国家的客户开展合作，销售人员都是关系的建立者。他们需
要通过语言和行为和对方建立信任。在本书的第一版里，我没有进一步
介绍这一内容，在这一版中我将对其进行深入分析。
有一个问题困扰着几乎所有的销售人员，无论他们多么优秀，那就是
“借口管理”。潜在买家总是用各种借口和幌子不和你成交。在本书中，
我会在这个方面给大家分享更多，希望能帮助读者们开启一扇门，找到
处理买家借口的最佳方法。
基于这些认识，我赞同出版社发行第二版的建议。我非常感谢出版社
对我的一如既往地支持。同时也很感谢每一个协助传播该书的部门，包括
山东贸易署，江苏、浙江、上海的工厂和贸易公司，以及中国各地的读书
俱乐部。我不再罗列其他对本书做出贡献的人，因为我怕会漏掉一些人。
但是每一位全程支持我的人，我知道你们是谁。我在此对你们表示诚挚的
谢意和感激。
在大家开始阅读《优势成交：老外这样做销售（第二版）》这本书之
前，有一件事希望大家能记在脑海中。每一个销售员都是3 个身份的集合：
市场人员、销售人员和客服。市场人员把马牵到水边，销售人员让马喝水，
客服人员让马留在原地喝更多的水。如果市场人员没有给出有吸引力的信
息，他们不可能把马牵到水边；如果销售人员没有把水的真正价值适当地
表达出来，马也不会喝水；如果客服人员不能让马喜欢上喝水的过程，他
们也不能让马停留更长时间且喝更多的水。马指的就是客户，水就是你的
产品。
阿道
东方海默国际
中国，上海
Preface2
Selling is an emotional human experiment. It is, at its core, the act of
transferring a powerful conviction from one person to another. This happens through an
exchange that follows a process we will be discussing in details in this book in order to
help you have a pleasant experiment when selling your products, your services, or your
ideas. You will learn how to identify the hidden needs of the other party, how to address
their resistances and fears, how to influence their decisions, and how to build trust with them.
Since the publication of the first edition of this book one year ago, thousands
of people have had the opportunity to read it and apply its concepts in their daily
lives. When I wrote We Have a Deal, I had in mind a specific audience that I
wanted my messages to resonate with. That ideal audience was Chinese salespeople
and their managers, operating in China but having extensive dealings with foreign
counterparts. I was surprised later on to find out that a large audience that read
this book is made up of people from all walks of lives, with some who have never
been involved directly in sales nor have an immediate interest in doing so. When
exchanging with these audiences, I came to the realization that:
Whilea lot of my students at business schools enjoy diving into theories,
most professional people don’t. They want practical tools and quick fixes they
can go ahead and implement in their business today. This book gives them that.
Today Chinese businesses move faster than ever and everyone is in a hurry.
It’s OK to spend one month reading a novel, but it’s not OK to spend that much
time reading a practical sales book. I’m not a big fan of taking one single
idea and massaging it across 50 pages. In almost every page of this book,
you will come across at least one new idea that is worth pondering over.
People in business have different questions and worries depending on
multiple variables. But one question remains the same across the board:
How can we grow our business and make it sustainable? This book will
help you in that aspect. If you were an uncoordinated “street fighter” type of
salesperson, here is your chance to become a fine “martial art master.”
Salespeople are relationship builders, no matter in which country's
customer they operate. They need to establish trust with the other party
through words and through actions. In the first edition of this book, I have
not talked extensively about this part of the life of a salesperson. In this
edition, I do.
There is a specif ic area where salespeople still struggle with, no matter how
good they are. And that is the “Objection handling” part. Potential buyers
come up with all types of excuses and resistances to not buy from you. In
this edition, I have elaborated a bit more on this area and hope that will help
readers initiate a discussion internally regarding the best ways to handle
buyer’s resistances.
Going from those realizations, I agreed with the publisher of this book to
release a 2nd edition. I want to thank them for their continuous support. I also
want to thank everyone who helped promote and spread this book, from trade
associations in Shandong, to factories and trading companies in Jiangsu, Zhejiang,
Shanghai, and to book reading clubs all across China. I hesitate to mention names
of people who have contributed in making this book a great one, because I always
end up forgetting someone. But to those who have been there for me throughout the
process, I know who you are. To you I am grateful.
Before I let you dive into We Have a Deal, there is a beautiful image I
want every reader to keep in mind while reading this book. Every business is a
combination of three things: Marketing, Sales, and Customer Service. Marketing
people bring the horse to the water, Salespeople make the horse drink, Customer
Service people make the horse stay there and drink more. Marketing people
can’t bring the horse to the water if they don’t design an attractive message that
resonates with him. Salespeople can’t make the horse drink if they don’t properly
demonstrate the true value of their water. Customer Service people can’t make the
horse stay and drink more if they don’t make him enjoy that experience. The horse
is the customer, and the water is your product.
AbdelhakBenkerroum（阿道）
Eastheimer International ( 东方海默国际)
Shanghai, China
第一部分 从辨识客户到最终成交
为谈判做好准备…………………………………
识别你的潜在客户………………………………
让潜在客户接受你的会面请求…………………
8 条守则打造完美第一印象……………………
3 个步骤用闲聊开启正式谈判…………………
把握谈判核心阶段，助力最终成交……………
成交………………………………………………
成交后还有哪些事情需要做……………………
阿道的独家谈判策略……………………………
第二部分 打造一支优秀的销售团队
如何挑选最适合的销售代表……………………
留住人才的7 种方式…………………………
使用正确的方法考核员工………………………
通过内部培训让销售代表适应外部变化………
成为一个称职的销售经理………………………
合理使用客户维护经费…………………………
第三部分 老外眼中的中国销售
与中国销售打交道时常遇到的14 个问题……
你有时并不了解外国客户的规矩………………
Part 1 From Probing the Prospect to Closing
the Deal
Preparing for a negotiation… ………………………
Identifying the right customer … ……………………
Securing a sales meeting with the prospect…………
The 8 rules of a great first impression… ……………
Transitioning from the informal to formal talk in three
stages………………………………………………
Mastering the different negotiation phases to facilitate
closing the deal……………………………………
Closing the deal………………………………………
Follow-up … …………………………………………
Abdel's ultimate negotiation tactics…………………
Part 2 Building an Outstanding Sales Team
Hiring the right people… ……………………………
Retaining the right people……………………………
004
优势成交：
WE HAVE A DEAL 老外这样做销售（第二版）
Assessing sales representatives… …………………
Employee training… …………………………………
Duties of a sales manager……………………………
Sales department expenses… ………………………
Part 3 Chinese Salespeople Through a
Foreigner’s Eyes
The 14 Challenges I encountered when dealing with
Chinese
salespeople… ……………………………………
You actually do not know about the rules how to treat
your foreign clients… ……………………………
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