《销售零起步》全文十四余万字，是作者总结了自己七年来的实战营销并对所受培训课程加以归纳,综合提炼出的贴合实战营销的一册营销书籍。是第一届“书”赢天下参赛作品——《营销人员培训完全手册》的加强版。

　　本书收集了很多个人所受培训的资料，这些资料都是没有成书的文字，同时在本书中也引用了我一些过去发表过的文章。要做好销售不是说你看一本书，或者你先做什么再做什么最后做什么就可以的，书只能告诉你方法，我的想法很简单就是想让更多的朋友成为优秀的业务员，精髓是在看了书以后结合自己的实际所总结出来的东西，所以在本书中没有精髓，因为如果我说是我的精髓那并不代表就是你的精髓。“对很多人有用”这是本书的目标和宗旨，我希望很多人能看懂，如果看不懂有什么用呢？所以就是要用通俗的语言，现在市面上很多关于销售的书籍的确很有深度，深的让人感觉到的只有深度。书里很多内容是我个人在接受了相关培训后结合自己销售工作所总结的，因为我是营销人，所以要资源共享！

　　每个人都在做销售，只是销售的“产品”有差异，比如找工作的时候，就是自己在销售自己；做销售就是做人，学会并做好了销售，对自己来说将是终生受益！

　　《销售零起步》目录

　　第一篇:客户全开发

　　第一章 客户开发

　　一、企业销售活动中的常见问题····················1

　　二、客户分析················································4
　　(一)厂家对客户的期望···································4
　　(二)客户开发的四种方式方法························4

　　(三)如何让样品起到作用·······························4

　　(四)客户分类············································5
　　三、选好客户···········································5

　　第二章如何开发客户
　　一、寻找潜在客户····································6

　　二、对新客户的选择·································6
　　三、做好推销的准备·································7
　　四、接近客户············································8
　　五、说服客户购买的方法··························10
　　六、消除客户的异议································11
　　七、与客户达成交易·································11

　　第三章成交：销售的目标

　　一、创造有利的成交的环境·······················12

　　二、成交的策略·········································12

　　三、诱导客户成交的方法···························15

　　四、诱导客户成交的方法应用····················16

　　第四章售后跟踪与服务

　　一、完善收尾工作································19

　　二、正确处理客户抱怨·····························19

　　三、助销陈列············································21

　　第五章做陈列从理货开始

　　一．认识理货·······································22

　　二．理货工作内容····································23

　　三．理货工作之产品陈列·····························23

　　第六章客户管理

　　一、利益管理············································27

　　二、支持····················································27

　　三、客情关系··············································28

　　四、八大策略增进客户关系··························28

　　五、风险控制··········································30

　　六、客户管理方法·····································30

　　（一）客户档案··········································31

　　（二）客户分级管理·····························31

　　第二篇:产品上市销售

　　第一章产品上市步步走

　　第一招、产品包装···································33

　　第二招、口味测试·····································33

　　第三招、价格和价差····································33

　　第四招、铺货············································33

　　第五招、促销············································37

　　第六招、维护和跟进·····································43

　　第二章产品上市策划

　　一、大量的市场调研与分析····························43

　　二、产品包装设计·········································44

　　三、市场预测···············································44

　　四、决策···················································44

　　五、执行··················································45

　　六、市场反馈··············································45

　　七、市场评估··············································45

　　第三章产品上市后的营销推广

　　一、 产品卖点的定义·····························48

　　二、通路问题的设计···································50

　　三、渠道通路运作中几种常规营销模式···········50

　　四、销售网络开发策略···································55

　　五、厂商之间“伙伴式”营销··························55

　　第四章产品上市如何防范“跟风”

　　一、上市前构筑防线—减少跟风者的出现机会·····58

　　二、上市后快速推进—压缩跟风者的市场空间·····59

　　第五章影响产品成功上市决定性因素

　　一、洞悉产品上市中变化莫测的消费者需求·········60

　　二、积蓄消费者势能阶段·····································60

　　三、引爆消费者势能···········································64

　　四、引导消费者消费阶段····································65

　　五、推动消费者升级阶段····································66

　　六、维护消费者价值阶段····································67

　　七、修正消费者需求偏差····································67

　　第六章产品促销与管理

　　一、促销目的·················································68

　　二、一般的促销方式······································68

　　三、促销的组织与管理···································69

　　四、促销的防区············································72

　　第七章产品上市促销以后

　　一、产品上市需要促销·································72

　　二、产品上市促销后的误区··························72

　　三、案例谈促销误区··································73

　　四、产品上市促销后我们应该落实的工作·····76

　　第三篇营销实务

　　第一章 和经销商打交道

　　一、赊销············································77

　　二、力争现款交易·····································78

　　三、告别赊销·········································79

　　第二章和超市谈判如何占先机

　　一、准备阶段········································81

　　二、与买手谈判阶段································82

　　三、签订合同···········································83

　　第三章商务谈判技巧

　　一、认识商务谈判······································84

　　二、商务谈判的原则与技巧······················85

　　三、商务谈判的一些小常识·····················93

　　第四篇经典小故事

　　第五篇：销售感悟杂记

　　结束语