双语阅读:销售最容易犯的五个错误—-转载自Entrepreneur.com

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Robert Herjavec equates making a sales call to asking someone out on a date. For many salespeople, especially newbies, once the fear of striking out takes hold, it’s over. In a single syllable, the dreaded “no” saps confidence and shatters egos. But it shouldn’t, particularly not if you’re in sales. He says if you can’t handle rejection, you’re in the wrong business.

罗伯特•赫贾维奇将上门推销比作邀请别人约会。对于许多销售人员而言,尤其是新手,一旦对失败的恐惧占据上风,销售必然以失败告终。“不”这个令人畏惧的单音节词,会打垮一个人的自信,粉碎一个人的自尊。但我们不应该被别人的拒绝击败,尤其是销售从业者。他认为,如果你无法应对拒绝,那只能证明你选错了职业。

“Being overly sensitive to rejection can become a destructive virus, ” Herjavec writes in his book The Will to Win: Leading, Competing, Succeeding (HarperCollins Canada, 2013). To bounce back from a missed sale, he says you have to shake it off, say “Next!” and steamroll on to the next opportunity.

赫贾维奇在《赢的意志:领先,竞争,成功》(The Will to Win: Leading, Competing, Succeeding,加拿大哈珀柯林斯出版集团(HarperCollins)出版,2013年)一书中写道:“对拒绝太过敏感,会变成一种毁灭性的病毒。”他表示,为了从失败中振作起来,你必须甩掉它,对自己说“下一个!”,然后继续斗志昂扬地为下一个机会而努力。

Herjavec launched his Toronto-based Internet security startup, The Herjavec Group, with only three employees and a dream of securing some of Canada’s most complex networks. Almost 11 years later, the firm is now one of the country’s leading IT security providers, 275 workers strong and on track to rack up $200 million in sales before year’s end.

赫贾维奇最初在多伦多创建互联网安全初创公司赫贾维奇集团(The Herjavec Group)时,公司仅有3名员工,但他却梦想为加拿大最复杂的网络提供安全保护。11年后,这家公司已经成为业内领先的IT安全提供商,现拥有275名员工,营收额有望在年底前达到 2亿美元。

It hasn’t always been smooth sailing, though. Along the way, Herjavec has seen salespeople commit a tangle of sales sins — and being thin-skinned about rejection is far from the worst.

但公司的发展历程也并非一帆风顺。一路走来,赫贾维奇亲眼目睹销售人员犯下种种错误,而对拒绝的过度敏感,远远算不上是最严重的问题。

Here’s his view of the top five sales mistakes and his advice on how to avoid them:

以下是他提出的五大销售错误,以及如何避免这些错误的建议:

1. Not tailoring your sales pitch to your audience.

1. 没有针对受众量身设计销售说辞。

Delivering the wrong message to the right customer, or the right message to the wrong customer is a problem that’s rife in sales today, Herjavec says. “People fail to customize their sales pitch to the customer and then they wonder why they lose the sale, ” he says. “Your Goal No. 1 should be making sure your message fits the right audience. If I’m selling to a CEO, I have a different message than if I’m selling to a director.”

赫贾维奇表示,向正确的客户传达错误信息,或者将正确的信息传达给错误的客户,是如今销售界普遍存在的问题。他说道:“销售人员并没有根据客户量身设计销售说辞,以至于最后都不知道自己为什么会失败。你的首要目标,应该是保证自己要传达的信息,适合正确的受众。比如在向CEO销售与向董事销售时,需要传达的信息肯定有所不同。”

To optimize your chances of sealing a deal, Herjavec suggests you research and understand your customer’s specific needs and pleasure points (not pain points because “Misery isn’t fun, whether it’s yours or someone else’s.”), then personalize your pitch accordingly.

要提高交易成功的机会,赫贾维奇建议,销售人员需要对客户的具体需求和快乐点(而不是痛苦点,因为“痛苦并不好玩,不论是你自己的还是别人的痛苦”)进行一番调研,然后对症下药,对你的销售说辞进行个性化设计。

“There needs to be a clearly defined need identified before you even think about going in there to sell.”

“甚至在你还没有打算去某个地方推销之前,你就必须确定那里存在一种明确界定的需求。”

2. Selling to someone who isn’t a decision maker.

2. 向非决策者者推销

Don’t waste your time pitching to a customer who doesn’t wield buying power. Instead, thoroughly qualify the person you’re selling to in advance, Herjavec advises, before you smile and dial.

不要浪费时间,去游说没有购买权力的客户。相反,赫贾维奇建议,在微笑着按门铃之前,应该提前核对等会开门那个人是否拥有购买决策权。

“Generally, it’s best to book a [sales] meeting with someone as high up the decision-making chain as possible, ” he writes in The Will To Win. If you don’t, he warns, you’ll likely have to schedule a do-over call with your initial contact’s superior. And, going above his or her head “can create ill feelings that may jeopardize a good future working relationship.” So do your due diligence ahead of time and remember, it doesn’t take much for a sale to go sour.

他在《赢的意志》一书中写道:“一般而言,最好的做法是与决策层的某个人预约一次销售会议,对方的职位越高越好。”他警告说,如果不行,你就必须得重新拜访最初联系人的上司。此外,越级联系“或许会让对方反感,进而有可能危及未来你们之间良好的合作关系。”所以,要提前进行尽职调查,并要记住,一点小疏漏便可能让销售泡汤。

3. Talking more than listening.

3. 说得太多,听得太少。

“Every sales meeting has a natural dance to it, a cadence” Herjavec says. “To understand which way it’s going and what you’re trying to get out of it requires listening more than talking.”

赫贾维奇说道:“每次推销会议都要遵循一定的自然节奏。而要弄清楚会议的方向以及你能从会议中得到什么,需要多倾听,而不是侃侃而谈。”

Pipe down, open your ears and keep your eyes on your goal. Herjavec says it should be to build trust and respect for yourself, your company and, ultimately, in the must-have value of the products or services you’re selling. Not to hear yourself talk or pump up your own ego. You never want to be that sales guy.

安静下来,张开耳朵去倾听,始终关注你的目标。赫贾维奇说道,会谈的过程应该是使对方建立起对你和你的公司的信任与尊重,最终相信你所推销的产品或服务的价值,而不是对方听你滔滔不绝地讲述自己的想法。你绝对不能成为那样的推销员。

When you do speak, choose your words wisely. “Every word spoken to a prospect should be designed to strengthen the relationship and move toward a sale,” Herjavec writes. For example, he says asking “What can I do to win your business?” is too general. It’s “sloppy talk and sloppy selling.” Sharpen your words and ask this instead: “Do you have any potential objections about today’s meeting?” That way, if your client does, you’ll know which concerns you need to allay and how soon.

而在讲话的时候,也要明智地选择措辞。赫贾维奇说道:“销售人员对潜在客户说出的每一个词,都应该经过精心设计,要以增强关系和实现销售为目标。”例如,他说,诸如“要想做成你的生意,我需要做些什么?”之类的问题太过笼统。这是“草率的谈话和草率的推销。”相反,销售人员应该精心雕琢自己的言辞,可以这样问:“对于今天的会议,您有没有潜在的异议?”如果客户存在异议,你就能知道对方的疑虑,以及通过哪种方式能够尽快消除对方的担忧。

4. Forgetting your mission: To make a sale.

4. 忘记自己的目标:完成一笔销售

You’re not in the sales business to make friends. You’re in it to make sales. Never forget that. “People say, ‘Oh, I’m there to build a relationship. I’m there to be their friend. I’m there to learn about their environment.’ I always say, well, that’s all wonderful and great, but at the end of the day, you’re there to sell them something, and not in a used car salesman kind of way. There’s a give and take. People know why you’re there. Losing sight of that fact can lose you a sale.”

开展销售业务可不是去交朋友。你的目标是完成销售。永远不要忘记这一点。“人们总说:‘我来这里是为了建立关系。我要成为他们的朋友。我要了解他们的环境。’我经常说,有这样的目的当然很好,但你的终极目标是向他们推销,而不是像二手车推销员一样。销售是平等交换的过程。人们知道你为什么找他们。忽略这一事实,销售注定会失败。”

And Herjavec doesn’t care how “nice” your client is either. You want her to buy from you. Period. Ironically, Shark Tank’s “nice guy” says he “hates it” when one of his salespeople returns from a sales call gushing about how nice the person he or she met with is.

而且,赫贾维奇根本不关心你的客户有多“好”。你希望她买你的东西。仅此而已。这位《创智赢家》(Shark Tank)的“老好人”说,最令他“讨厌的”是,他的某位销售人员拜访完客户之后,滔滔不绝地向他讲述那位客户人有多好。

“My usual response is to ask if we take orders only from ‘nice’ people. Nice has nothing to do with it. Give me facts about the customer’s business, expectations and needs, and the things required to make a sale. Deliver me from ‘nice.’”

“碰到这种情形,我通常会问,我们是否只接受‘好’人的订单。人的好坏与销售无关。销售人员应该告诉我客户的业务、预期和需求,以及完成销售需要做哪些工作。拜托,别再跟我说客户有‘多好’之类的话。”

5. Not dressing the part.

5. 穿着不得体

When it comes to business, the sharp-dressed, blue-eyed Shark says you’d better look the part or you might not get the part at all. In other words, if you don’t dress for success, you might not close the sale.

谈到商业,穿着时尚,长着一双蓝眼睛的赫贾维奇说道,销售人员最好穿着得体,否则你可能一点机会都没有。换言之,如果穿着不得体,销售便有可能失败。

When you’re on a sales call in person, Herjavec says your attire should mirror your client’s. Well, that is unless you’re a billionaire. Then all bets are off. “Of course, once you’re worth $2.5 billion, you can wear Skechers and a T-shirt to every meeting, like Mark Cuban.”

赫贾维奇说道,在进行面对面的业务拜访时,销售人员的穿着应该与客户的穿着相呼应。当然,除非你是亿万富翁。那样的话,上面的建议全部作废。“如果你的身价达到25亿美元,你也可以穿着斯凯奇休闲鞋(Skechers)和T恤衫参加每一次会面,就像马克•库班那样。”

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    • avatar bodianbag 9

      salesman, please sell your yourself and your goods or services intentionally.

      • avatar VitaminPp 9

        [/强]