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Satisfaction...A Far Cry From Loyal Customer 满意度…与忠诚的客户相去甚远
来源:科特勒咨询集团  杜南·斯巴克斯 发布时间:2017-12-08

Satisfaction...A Far Cry From Loyal Customer
满意度…与忠诚的客户相去甚远

中英对照



Customers expect to be schmoozed by salespeople. They expect that in the course of this schmoozing, the salesperson will at least pretend to take an interest in them as individuals. They expect to be asked a few questions about their situation and their individual needs.

客户希望与销售人员闲聊。他们期望在这一过程中,销售人员至少会假装对他们感兴趣。他们希望被问到一些关于他们的情况和个人需求的问题。

Then the product presentation begins, perhaps with a demonstration, and guess what? The customer’s individual needs are forgotten as the demonstration turns into a canned sales pitch that addresses all the glories of the product with no regard to which features this person actually might care about.

然后产品介绍开始,也许是演示,猜猜会怎样?客户的个人需求被遗忘了,因为演示变成了一个推销产品的销售广告,而不考虑客户实际上可能关心的特性。

That’s like throwing darts in the dark, hoping something will hit the target.

这就像在黑暗中投掷飞镖,希望能击中目标。


Schmoozer vs. Partner
健谈者vs. 伙伴

If you really want to distinguish yourself and build customer loyalty, here’s how: Conduct sales calls in which the focus on understanding customer needs never goes away.

如果你真的想要区分你自己并建立客户忠诚度,必须做到:在销售拜访过程中焦点永远要放在了解客户的需求上。

In Action Selling terms, the product presentation occurs in Act 6. But a demonstration also should be a spot where you continue to Ask the Best Questions (Act 3). Demonstrating a product or walking a customer through your process gives you a wonderful opportunity to drill down on specific needs and concerns. How might the customer use this or that feature in his operation? Why would one of your capabilities be more helpful than another?

在行动销售流程中,产品演示出现在行动6。但是,演示也应该是你继续巧妙提问的地方(行动3)。展示产品或客户通过你的流程,给你一个很好的机会来深入了解客户具体的需求点和关注点。客户如何在他的操作中使用这个或那个特性?为什么你的一个功能比另一个更有帮助?

Here’s a chance to understand your customer’s world even more clearly and specifically. So why on earth would you stop asking questions and clarifying needs while you demonstrate a product?

这是一个更清晰、更明确地了解客户的机会。那么,当你展示产品的时候,你为什么要停止问问题和明确客户需求呢?

Our sales book “Masters of Loyalty,” describes ways to gain your customers’ loyalty and trust by behaving like a business partner instead of an ordinary vendor. How would you feel about a “partner” whose concern for your actual needs suddenly evaporated while he gave you a canned product demonstration?

我们的销售书籍《忠诚大师》,描述了通过表现得像商业伙伴而不是普通的供应商来获得客户的忠诚和信任的方法。当他给了你一个通用的产品演示,对你的实际需求的关心突然消失了,你会怎么想?

If your focus on the customer’s needs comes and goes, you’re just another vendor, and the customer knows it. A partner is committed to the customer’s success. And that focus doesn’t waver.

如果你对客户需求的关注不够重视,那么你只是另一个供应商,而客户也知道这一点。合作伙伴致力于客户的成功,那种关注不会动摇。


Action Selling In Action

行动销售实践

Farm-equipment manufacturer AGCO Corp. has trained its salespeople in Action Selling. So has HJV Equipment of Ontario, Canada, a distributor for AGCO and other brands. One Action Selling professional can always spot another, as AGCO’s regional manager Arnie Sinclair discovered when he rode along on a sales call with an HJV rep named Randall.

农业设备制造商爱科集团已经让销售人员接受了行动销售课程培训。爱科集团有代理加拿大安大略省的HJV设备和其他品牌。一个专业的行动销售专家总是可以找到另一个如AGCO的地区经理Arnie Sinclair在与一个名叫Randall的HJV代表的销售拜访中所发现的问题。

Sinclair was especially struck by the way Randall demonstrated a crop sprayer to a farmer. Instead of just showing off all of the machine’s features, Sinclair observed, “Randall used the demo to ask great questions (Act 3) about the customer’s needs and then to Agree on Needs (Act 4).

Sinclair尤其被Randall向农民展示作物喷洒器的方式所打动。不仅仅是展示机器的所有功能,Sinclair说:“Randall用演示来询问客户的需求,然后就需求(行动4)达成一致。”

“Randall then sold his company (Act 5) by stressing HJV’s and AGCO’s commitment to service and support. When it was time to Ask for Commitment, the customer basically came out and said that what he was really buying was the salesperson. Randall had sold himself!”

“然后,Randall通过强调HJV和AGCO公司承诺的服务和支持,销售了他的公司(行动5)。当顾客要求承诺的时候,基本上成交,客户也说明他真正买的是销售人员。Randall把自己卖出去了!”

Contact us to find out how to forge unbreakable bonds with your customers.

请联系我们,了解如何与客户建立牢不可破的关系。




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