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BC 4:

IV.

THUYET PHUC KHACH HANG

GII THIEU SAN PHAM VA

1. DAN CHNG SAN PHAM


Ngi ban hang kheo leo la ngi biet ban cho khach mot cai ao s -mi khi khach ch hoi mua mot chiec cuc

1.1 LI CH CUA VIEC DAN CHNG

Gi c s chu y cua khach hang trien vong Cung cap cac chng c cu the e gia tang s hieu biet cua khach hang Thong tin c lu gi Bang chng li ch danh cho khach hang hien nhien Tao cam giac ve quyen s hu Nhng li ch khac

Ket qua cua mot cuoc nghien cu ve tac ong cua viec trnh bay va chng minh trong cung mot luc nh sau :
Sau 3 gi ngi ta con nh
Neu chung ta noi ieu g bang li

Sau 3 ngay ngi ta con nh 10% 20% 65%

vi ai Neu chung ta chng minh ieu g vi ai Neu va noi va chng minh cung mot luc

70% 72% 85%

1.2. NOI DUNG CAN DAN CHNG

Cac ac trng noi bat cua s.pham Cac li ch danh cho khach hang

V du: Vi (tnh nang sp) ban co the (li ch sp) nh the (li ch k.hang)...

1.3. NHNG PHNG TIEN HO TR E GII THIEU


Ban than san pham Hang mau Mo hnh san pham Catalogs va Brochures Hnh anh san pham va s minh hoa Ban sao cac bai bao

o th, bieu o, cac ket qua th nghiem Giay chng nhan va ly lch mua hang cua khach hang co uy tn Chnh sach bao hanh va s bao am Phng tien ien t: Phim en chieu Bang hnh May vi tnh

1.4. HOACH NH VA THC HIEN KE HOACH DAN


CHNG

Kiem tra cac phng tien ho tr ban hang La chon a iem e thc hien dan chng La chon giac quan thch hp e kch thch s chu y Tao s gan bo gia khach hang vi san pham

Phac hoa moi y tng vao thi iem thch hp S dung nghe thuat e cao san pham Can oi gia noi va minh hoa Tap dt viec dan chng Dan chng phu hp vi khach hang

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2.

BAN NEN GII THIEU THE NAO E TAO AN TNG TOT NI KHACH HANG Nhng ngi co tai ieu khien ngi ta thng nh biet dan du hn la biet vien ly

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2.1. Ban phai chuan b trc

Khong nen ngh cong viec lam hang ngay quen qua Chu kho viet ra giay Hoc thuoc long

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2.2. Trnh bay th Trc ngi than


Trc may camera

Trc tam gng


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3.

TAM NGUYEN TAC C BAN KHI GII THIEU SAN PHAM, THUYET PHUC C KHACH HANG

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3.1. Nguyen tac 1: am bao nguyen tac AIDA

A: (attention) hap dan, thu hut, loi keo I: (interest) thch thu, quan tam D: (desire) ham muon A: (action) i en quyet nh mua

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Lam the nao e co ch


1/ Dung am lng

2/ Dung ngon ng:


Dung t gay soc at cau hoi e gay chu y Cho thay li ch Dung hnh anh tng phan Dung ieu bo
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Lam the nao e co ch

Loi keo ho tham gia

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Lam the nao e co ch

a ra moi dan chng Chuan b nhng vu kh bat ng Nhan manh li ch

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Lam the nao e co ch

Kheo leo gut lai Tao mot chut ap lc

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Tap trung vao lap luan ban hang

3.2. Nguyen tac 2:

Lap luan ban hang

ac iem san pham + Li ch ma no em lai + a ra bang chng


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V du
San pham
Kem giai khat

Cac ac trng noi bat


1.Nhan hieu co uy tn lau i 2. Chi co 60 calories/cay 3. Hng v trai cay that s 4. Trong mot goi kem co nhieu loai trai cay 5. Moi goi 12 cay kem

Cac li ch
1. Ban s dung sp co chat lng cao 2. Ban yen tam v khong s tang can

3. Ban co them dinh dng can thiet


4. Ban va gia nh co the thng thc nhieu hng v trai cay khac nhau 5. Ban se tiet kiem khi mua chan 1 goi
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Thng bo sung ly le thuyet phuc

3.3. Nguyen tac 3:

T ban than cong ty T san pham T gia ca T tap quan tieu dung T cac mau thong tin quang cao cua cong ty T y kien cua khach hang a mua san pham T oi thu canh tranh

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Khong s dung tat ca moi ly le


3.4. Nguyen tac 4:

Ch s dung nhng ly le nao ma khach hang muon nghe Trong cung mot ac iem co the mang en nhieu li ch khac nhau. Ch nen gii thieu nhng g ma khach hang quan tam

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ng a ra qua nhieu e ngh

3.5. Nguyen tac 5:

Ch neu toi a 3 e ngh cho khach hang la chon Nhieu qua khach se b nhieu khong biet tap trung vao e ngh nao

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BC 5:

V.

TRA LI NHNG CUA KHACH HANG

THAC MAC

Ngi ai dien ban hang can biet


Trong viec ban hang li noi kheo leo co hieu lc hn la manh giay ghi gia ban

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1/ Tot nhat la co c nhng khach hang chu neu len thac mac v

t o chung ta co c hoi e tra li ho, so vi trng hp khach van gi yen lang va t choi viec thao luan vi ban. 2/ng xem viec khach neu y kien thac mac la mot tr ngai hay quan niem rang khi khach neu y kien cua ho la ho ang can c tran an vi cac cau tra li xac ang e t o co the quyet nh. 3/ ng noi ngc lai y khach hang hoac tra ua nhng phan ng kho chu t pha khach hang can tm hieu xem khach thc s muon g khi neu y kien thac mac o

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4/Ban can to ra

Tram tnh Chuyen nghiep Chan that

ban cang chiem c

Long tin Sc thuyet phuc cao


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THI IEM KHACH HANG A RA CAC Y KIEN


PHAN OI

Khi bat au cuoc hen au tien Khi gii thieu va dan chng san pham hay dch vu Khi ngi ban co gang ket thuc ban hang Sau ban hang

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NHNG LOAI PHAN OI PHO BIEN CUA


KHACH HANG

Khach hang t choi san pham Khach hang khong thch nhan hieu Khach hang a co nha cung cap Khach hang so sanh gia ca vi li ch san pham Khach hang khong thch cong ty Khach hang khong thch ngi ban hang Khach hang can thi gian suy ngh ve quyet nh mua hang Khach hang muon co them thong tin

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3.

CHUAN B CHIEN LC THNG LNG


Xay dng thai o tch cc D oan nhng phan oi co kha nang xay ra Hieu c ban chat cua s phan oi anh gia li phan oi Tm mot so iem e thoa thuan Khong e s gian d the hien tren net mat
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4.

CAC PHNG PHAP THNG LNG CO HIEU


QUA

Cach x ly nhng ma Phu nhan trc tiep Phng phap bu tr at cau hoi t li phan oi Chng minh li ch cao hn

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Chng minh san pham Phng phap 3F (Feel-Felt-Found) Mi khach hang s dung th Phng phap tr hoan Phng phap bo qua

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Bc 6:

VI.

E CAP EN GIA CA Mot van e te nh

Tai chnh la moi quan tam cua moi to chc nhng khong phai la moi quan tam duy nhat

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1.
1/ Sau khi a tm cua khach hang 2/ Sau khi a

e cap gia vao thi iem nao?


hieu ky nhu cau tra li c nhng

cua y kien thac mac khach hang

3/ Sau khi a cung cap cho khach thong tin can thiet tat ca cac ve san pham va li ch ma san pham em lai

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2. Can bao gia nh the nao ?


1/ Bao gia vi giong noi ro rang t tin 2/ Bieu bao gia nghiem chnh, chuyen nghiep khong co nhng cho sa bang tay hay ghi chu bo sung len o 3/ Tranh s im lang nang ne co the xay ra ngay sau khi bao gia 4/ Ke ra iem li cuoi cung va thuyet phuc nhat cua san pham sau khi bao gia

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3.

THUYET PHUC KHACH HANG VE GIA CA


KY THUAT

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3.1. Ky thuat:

CONG

Liet ke tat ca cac tien ch ma san pham co the mang en


V du:

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3.2. Ky thuat:

TR

Liet ke tat ca cac bat tien se c giai quyet khi khach hang s dung san pham
V du:

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3.3. Ky thuat:

NHAN

Nhan nhng tien ch cua san pham vi thi gian s dung


V du:

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3.4. Ky thuat:

CHIA

Chia nho gia mua san pham cho so ngay s dung, trong mot nam chang han
V du:

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3.5. Ky thuat:

SO SANH

So sanh gia san pham a c chia nho cua mnh vi gia tien tng ng dung e mua mot san pham khac
V du:

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3.6. Ky thuat:

CC TIEU HOA

Lap luan da tren phan chenh lech gia cua 2 san pham khac nhau (thay v mua A ch can them toi thieu x ong na la co the mua B)

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BC 7

CHAO HANG

KET THUC