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    5. 大師輕鬆讀 No.246 業務員的高手策略
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    大師輕鬆讀 No.246 業務員的高手策略

    Publisher 大師輕鬆讀 /大師輕鬆讀股份有限公司
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    2007/09/20
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    9862
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    業務員的高手策略
    Selling Sucks

    「要銷售就不要推銷」不是繞口令,是頂尖業務員的鐵律!唯一要推銷的是自己,建立起自己在業界的專業形象與實力,透過信任感和顧客社群打造專屬的「自動化銷售系統」,不用推銷就能創造無人匹敵的超級業績。
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    本期目錄:

    關鍵原則1:展現領導人的言行舉止
    關鍵原則2:建立業界專家的形象
    關鍵原則3:有料又有力的演說
    關鍵原則4:建立顧客社群促進轉介
    關鍵原則5:為往來對象帶來價值
    關鍵原則6:規畫銷售方法
    關鍵原則7:讓顧客成為獨家會員


    主題看板:

    專家形象(Expert Recognition)

    形象與知名度是可用的事業資源,更能提升擴展業務的競爭優勢,能帶來各種有形與無形的幫助。專業形象容易獲得信賴,並在人脈網絡中獲得廣泛推薦,以及減少銷售時可能遭遇的拒絕。除此之外,還有助於大幅降低開拓客源成本,因為日後會有人基於對專家的信任,探詢業務或直接委託業務。塑造專業形象必須以提升自我為基礎,建立和維持個人與公眾之間的了解和認知,是一種有計畫的持續行動。

    聰明的業務員,懂得借用外部傳媒、積極參與社團,並懂得適時創造話題,這些作法都有助於累積專業人士的形象資產。業界專家要能夠善用現代公關的理念,以及人際關係的技巧,把自己當成產品行銷出去,打破人際關係的障礙。美國頂尖的商業演說家史考特·麥肯(Scott McKain)在著作中提出一個觀點:「所有的事業都是表演事業(all business is show business),想要成功,必須在自己與客戶之間創造出情感連結。不管從事哪種行業,你的演出必須讓顧客與員工畢生難忘,願意起立致敬!」

    潛在顧客(Prospects)

    潛在顧客是指具有購買需求與能力,但尚未與企業有交易關係的消費者。潛在顧客包含一般潛在顧客和競爭對手的顧客兩大部分。一般潛在顧客是指已有購買意願,但還沒成為任何同類型產品的顧客;而競爭對手顧客是相對於企業自己的顧客而言,也就是競爭對手所擁有的顧客群,包含代理商及終端消費者。在一個有限的市場中,企業或組織的潛在顧客,要遠遠多於其所擁有的實際顧客。由於潛在顧客與實際顧客相互影響,因此一旦時機成熟,兩者便相互轉換。企業可以透過傳遞各種訊息影響顧客的心理,不僅有助於保持與原有顧客的關係,還有助於吸引大量的潛在顧客。

    當潛在顧客購買了企業或組織所提供的產品或服務後,會把作為一個消費者真實感受,藉由各種途徑傳達給周圍的群眾或媒體,因此對潛在顧客的購買心理和行為產生影響和制約作用,藉由顧客轉介開發潛在顧客的成功案例就是亞馬遜網路書店(Amazon.com)。亞馬遜網路書店運用一個轉介的方案,鼓勵眾多擁有網站的人在網站上提供亞馬遜網站的連結。一旦有人因為瀏覽這些網站,點選了亞馬遜網站的連結,並且最後購買了產品,那麼亞馬遜就會付一筆(3%到7%)的介紹費給網站站主。這個方法讓亞馬遜產生了數萬個合夥人,而且這些合夥人都希望能夠促進亞馬遜的成功,也促成亞馬遜網路書店爆炸性的成長。企業要獲得持續發展,必須不斷挖掘與開發潛在顧客資源,將潛在顧客轉換為真正的客戶,才能使企業保持長期盈利。

    成交術(Close)

    在追求速度、競爭激烈的環境中,業務員都想以最短時間,完成每一筆交易,因此無不絞盡腦汁運用各種成交術。比如說,當顧客以公司預算不足為藉口,打算拖延成交或壓價,業務員便會回應:「預算是引導公司達成目標的工具,但工具本身需要具備彈性,假如這項產品能幫助公司擁有長期競爭力或帶來直接利潤,作為決策者,是願意受制於預算,還是願意主控預算?」又或者當顧客表示拒絕,業務員會曉以大義:「當顧客說不,等於是向自己未來的幸福和快樂說不。」甚至明白告訴顧客:「我不會讓你對我說不!」

    對專業的業務人員而言,每個銷售環節都應該由業務人員自己掌控。因此,如何處理每一次的接觸、引導客戶採取行動,都取決於業務人員自己。當今企業面臨了一項潛藏危機:業務人員花太多時間,一再重複拜訪客戶,卻完全不知道客戶到底有沒有意願、興趣或權力決定購買產品或服務,如此只會造成負面的效果和情緒。業務人員在與客戶初次接觸時,可能會輕易認定對方是有購買潛力的客戶,因為對方在電話中聽起來非常和善,或禮貌地說對簡報內容有意思,發出讓業務人員非常愉快、但完全沒有承諾購買的訊號。業務人員就會一直等到對方說「不」之後,才能認清這種接觸根本沒有意義。有些業務人員甚至在對方拒絕之後,還繼續把寶貴的時間浪費在對方身上,這麼做不但無濟於事,更增加自己的銷售成本。
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    Language
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