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好書介紹
之重點整理
非洲賣鞋的故事大家都聽過吧?
在相同地點作相同事情,
有人會大賣,
有人卻說賣不出去。
成功或失敗的關鍵,
十之八九與一個人的思考方式有關
好我知道到目前為止聽起來很陳腔爛調
但陳腔爛調之所以會一直出現
是因為他真的很有道理!!!!
對不起有點激動…..
好我們回歸主題,
業務,是個什麼樣的工作?
業務,是在賣商品
業務,是在賣商品
將自已認為好的東西,
抱著為顧客著想的態度,
在他無法拒絕的狀態下賣給他,
是一種誘導的藝術。
聽起來的確是很曲高和寡,而且一點也不實用
但讓我們先再看下去
第一階段
自我心理準備
如果你滿腦子只想著賣東西,
你就只是個卑微的商人,
沒有人會把你當做一回事,
輕輕鬆鬆就能拒絕你
對顧客說
『請你買』
在作者的認知裡,這不是作業務,
只是跑腿小弟卑微地探詢顧客的購買意願
作業務的基本心裡建設
請你買
我賣給你
我是來告訴顧客,使用這個商品服務會得到什麼好處
請 : 無義 我: 主詞
你 : 主詞 賣: 動詞
買 : 動詞 你: 受詞
看得出來主動的人是誰了嗎?
其實本質上,大家都討厭被業務接近
所以顧客會在可以拒絕你的那一秒鐘拒絕你
『我不需要!!』
好令人心碎…..
但人是很神奇的動物,
即使心裡想拒絕,
但只要被問到問題,
就會忍不住想回答。
就像法庭劇裡那些不小心說出自已是殺人兇手的笨蛋
所以溝通不能留下那令人心碎的一秒鐘空檔
每次說話結尾都丟出問題,
業務就可以針對顧客的回答繼續說下去
不留不必要的空檔,
跟自顧自地說話是完全兩碼子事
當你精神抖擻地喊『蛋糕作得好漂亮! 』時,
應該沒有人會立刻潑冷水說『我不需要!! 』
作業務前,
請作好心理武裝
專業的業務員,
特別是在精神層面上,
要超越顧客,
還記得「我」才是主動詞嗎
業務員最重要的能力,就是能夠控制自已的情緒。
『要殺死業務員,不需要刀或槍,
只要說一句讓他不爽的話即可』
第二階段
建立信賴關係
一開始顧客還處於不自在的狀態,
尚未卸下心防,
貿然進入正題,
只會使自已淪為單純叫賣的商人,
或是商品說明機器人,
這是最笨的方法。
如果人心裡的被重視得滿足,就會變得性情溫和。
人對於帶給自已開心快樂的人最沒有抵抗力。
發問的效果,比直接稱讚好一百倍。
所謂『善聞』,
是指能夠針對對方的談話,
提出契合的問題,
引導對方繼續說下去。
真正的善聞者,
也就是提出問題的高手
第三階段
找出必要性
想說明商品?
別急!
顧客跟本沒用過,根本無從知道好不好,只能回答
『不需要』
商品對顧客的必要性在哪裡?
幫助他自已找出來
『我過去沒使用這個商品,真是虧大了啊~』
書中使用買房與租房的比較計算,
讓顧客自已發覺買房的好處
千萬不要直接對他說
『付房租真是太笨了』
姑姑我自已想了個小例子
每天外食$300 X 30天 = $9000一個月伙食
每天自炊$150 x 30天= $4500一個月伙食
(剩下的要引導顧客自已發現)
用$1500~$3000來上課 --
省錢
健康
安心
學到一輩子用得上的技能
務必要用這兩點
買了這商品有什麼好處
不買會有什麼壞處
創造出一套你專屬的必要性對話劇本
善用筆記或紙張
只要攤開筆記在上面塗塗寫寫,
顧客一定會把目光集中在上面,
並專心聽你說明。
ㄟ…人怎麼感覺有點蠢
在顧客理解對自已的必要性之前,千萬不要把目錄拿出來
第四階段
商品說明
(有注意到商品說明其實很~~~~晚才出來嗎?)
越不會賣的業務員,說明越多
不如用商品說明機器人還不會累
其中最糟糕的一種,
就是想將自已知道的事全部說出來
最慘不忍睹的情況是,
一邊翻閱商品簡介,一邊碎念給顧客聽。
這種行為實在太失禮了,
真的愚笨透頂。
這是作者寫的不是姑姑寫的哦…..
要與顧客互動,
以陳述事實的方式來介紹商品
顧客就立刻放空。
第五階段
成交試探
最關鍵的失敗問句
『您覺得如何』
『您覺得如何』
這句話會讓顧客瞬間冷靜下來,
讓前面的努力全白費功夫
成交試探僅止於試探
『您要哪一種』
 顧客會有”我又還決定要買”的不悅感
『如果讓您選一種,您覺得哪種比較好呢』
 會覺得目前還只是假設,會比較放心回答
在洽談的任何過程中,都可以無限次地運用
第五階段
成交收尾
在整個洽談的過程中,
從不說謊,
打心底相信這個商品為顧客帶來的好處與壞處,
才能充滿自信地把東西賣出去
『如果真的不喜歡,直接拒絕沒關係。
如果有興趣,請直接作決定吧!』
結論
都51張投影片了總算到了結論
別把顧客的抗拒當真
對於”沒有錢”這個理由,最簡單的化解方法,
就是說『您太客氣了』
然後笑笑立刻轉移到下一個話題。
你必須真心相信顧客只是謙虛而已,
不要把他的話當真
『我再考慮一下……』
替對方整理出判斷基準,然後背後推他一把
業務,是在賣商品
將自已認為好的東西,
抱著為顧客著想的態度,
在他無法拒絕的狀態下賣給他,
是一種誘導的藝術。
同樣一段話,是不是好像比較有道理了?
『再繼續談下去就太失禮了…』
『再繼續談下去就太勉強了…』
『我能理解她想和先生商量的心情…』
『硬把東西賣給沒錢的人,實在太過份了…』
在這個世界上,
大多數的人在生活上都一直受到這些常識所束縛
聽好了,去他的常識
這句也是作者寫的
堅持意識
『既然來了,我一定要推薦好東西給你』
業務會輕易放棄,其實還有另一個理由,
就是大家已經習慣放棄
再多努力一點、再多努力一點、再多努力一點……
不知不覺中,對方就比我先放棄了
業務該得到最大的稱讚應該是
『我輸給你的熱情了』
END

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業務之神的絕學書摘