Professional Documents
Culture Documents
Ket Thuc Ban Hang - Don Quyet Dinh - Brian Tracy
Ket Thuc Ban Hang - Don Quyet Dinh - Brian Tracy
lethesang, black_snake Chnh sa v thc hin ebook : bjmax Ngy thc hin : 09/04/2012 http://www.e-thuvien.com
Mc lc
Chng 1 : Pht trin kh nng bn hng thuyt phc .................................................................. 8 1.1. Tinh thn vng vng ........................................................................................................... 8 1.2. T lm ch cuc i ........................................................................................................... 8 1.3. Sn sng lm vic chm ch .............................................................................................. 10 1.4. Tham vng v kht khao ................................................................................................... 10 1.5. Xy dng s ng cm v thu hiu.................................................................................. 11 1.6. Lm giu chm nhng chc............................................................................................... 12 1.7. Chn ng sn phNm cho bn............................................................................................ 14 1.8. Lp trnh thnh cng .................................................................................................... 15 1.9. Thay i suy ngh, thay i cuc i................................................................................. 16 1.10. Hc trong khi di chuyn .................................................................................................... 19 1.11. Nhng cu hi thn k ...................................................................................................... 20 1.12. Sc mnh ca li gi ..................................................................................................... 20 1.13. Bi thc hnh .................................................................................................................... 22 Chng 2 : Yu t tm l trong kt thc bn hng ..................................................................... 23 2.1. ng ni di ..................................................................................................................... 23 2.2. Nhn ra du hiu mua hng ............................................................................................... 25 2.3. Ti sao khch hng khng mua? ....................................................................................... 27 2.4. Ti sao vic kt thc li kh khn?.................................................................................... 28 2.5. Ch i iu tt p nht .................................................................................................. 30 2.6. Khng nn lng ................................................................................................................ 31 2.7. Khch hng l trn ht ...................................................................................................... 31 2.8. Bc sng khc nhau ........................................................................................................ 32 2.9. S qu mn l cn thit ..................................................................................................... 32 2.10. Bi tp thc hnh .............................................................................................................. 33 Chng 3 : X l li t chi ...................................................................................................... 34 3.1. Quy tc 6 .......................................................................................................................... 34 3.2. X l li t chi................................................................................................................ 34 3.3. Hp ng triu ca ti .................................................................................................. 36 3.4. 9 li t chi ph bin bn cn tr li ................................................................................. 37 3.5. Tin thng n cu hi kt thc bn hng.......................................................................... 39 3.6. Cch kt thc nhng li t chi cui cng ..................................................................... 39 2
3.7. Bi tp thc hnh .............................................................................................................. 43 Chng 4 : Nm vng th thut kt thc (1) .............................................................................. 45 4.1. ChuNn b mi khch hng t hng ................................................................................... 45 4.2. Kt thc mt xch .......................................................................................................... 45 4.3. Kt thc bng li mi t hng ......................................................................................... 48 4.4. X l phn i v gi ........................................................................................................ 49 4.5. Kt thc ti hu th ....................................................................................................... 55 4.6. Tm quan trng ca gi c?............................................................................................... 56 4.7. Bi tp thc hnh .............................................................................................................. 56 Chng 5 : Nm vng th thut kt thc (2) .............................................................................. 58 5.1. Kt thc ph ..................................................................................................................... 58 5.2. Cch kt thc la chn ...................................................................................................... 59 5.3. Kt thc mc nh ............................................................................................................. 59 5.4. Kt thc bng cch m ch khch hng c th khng mua c hng ................................ 60 5.5. Kt thc bng cch tm tt ................................................................................................ 61 5.6. Cch kt thc kiu cn cng .......................................................................................... 61 5.7. Cch kt thc kiu Ben Franklin ....................................................................................... 63 5.8. Cch kt thc s dng n t hng .................................................................................. 64 5.9. Cch kt thc bng cch k cu chuyn lin quan ............................................................. 65 5.10. K nng kt thc khi khch hng mun kho gi .............................................................. 66 5.11. Cch kt thc khi sp vut mt cuc bn hng.............................................................. 68 5.12. Cch kt thc nh gi ca khch hng ........................................................................... 69 5.13. Bi tp thc hnh .............................................................................................................. 71 Chng 6 : Gp i nng sut - Gp i thu nhp ...................................................................... 72 6.1. Bn ngh th no v thi gian? .......................................................................................... 72 6.2. nh lut v 3 hot ng ................................................................................................... 72 6.3. Thc dy trong tnh trng tht nghip ............................................................................... 73 6.4. Loi b nguyn nhn lng ph thi gian trong bn hng .................................................... 73 6.5. Vn dng quy tc 80/20 .................................................................................................... 81 6.6. Mi th u c th hc ..................................................................................................... 82 6.7. Doanh li t nng lng u t......................................................................................... 83 6.8. Bi tp thc hnh .............................................................................................................. 83 Kt lun.......................................................................................................................................... 85 3
Li gii thiu
T tin - tht th - gi li ha : l phNm cht ca mt ngi bn hng. Nhng ngi lun gi c 3 yu t ny trong mi hon cnh s t c tiu chuNn ca mt ngi bn hng. 15 nm trc, ti v mt ngi bn, mi ngi mang mt my CD i bn l tng ci mt cho tng ca hng in t. 6 thng sau, bn ti tr thnh mt i l c quyn cho hng in t Philips ti Vit Nam. C tip tc kin nhn nh vy, gi y anh y c nhiu cng ty, s hu nhiu ta nh cho thu ti Tp H Ch Minh v vn say m vi ngh bn hng nh trc y. Khi cng nhau c cun sch ny, chng ti cng nhn ra rng vic say m, am hiu sn phNm l iu kin cn trong thnh cng v iu kin chnh l s thc hnh lin tc mi ngy vi khch hng. ng nh nhng bi hc y, hy chm ch v phi hiu qu. Chng ti nh gi cun sch ny rt thc t - khng th c cc l thuyt dong di m l s c kt ca nhiu nm hot ng. Cun sch m t c t tm l v s e ngi ca nhng ngi mi vo ngh n cch mi gia thm nhng k nng xut sc trong vic nm bt ng thi im ra qut nh. n quyt nh - chnh l k nng m tt c nhng ngi bn hng u thm mun. Sau rt nhiu cng sc nghin cu v theo ui, thi im quan trng nht chnh l lc khch hng ra quyt nh mua hay khng mua. im quyt nh hiu qu ca cng vic. Rt nhiu ngi bn hng s i mt vi thi im ny v c gng tr hon. Tuy nhin, tr hon khng c ngha l s trnh c m li lm tn thi gian mt cch v ch, v i vi ngi bn hng, thi gian l tin bc. i mt v kt thc gn gng, cho d kt qu ra sao - chnh l yu t to nn mt ngui bn hng hiu qu. Cun sch ny m t c ni lo s ca tt c nhng ngi bn hng mi cp v mi bc thang kinh nghim - l khi phi i mt vi thi im quyt nh. Nhng ngi nhiu kinh nghim hn cm thy d dng hn v vt qua cc cung bc cm xc nhanh hn nhng ngi mi. S khc bit l ch tp luyn lin tc v chuNn b k lng, thc hnh nhiu v vt qua ni s hi. Vi nhng chuyn gia bn hng, cun sch ny gi ln vi nhng kinh nghim ngt ngo v vui v nhng thi khc u tin trong ngh, v cung cp thm nhng kin thc c h thng ha cng nh nhng chiu thc trau chut hn, hiu qu hn m khi p dng trong thc t hin ti s to ra nhng thnh qu ngon mc. Vi nhng sinh vin mi ra trng v theo ui lp nghip bn hng, cc bn c th coi y l mt cNm nang hng dn trong t nht l 5 nm ti v coi n nh mt cng hng dn thc tp th cc bn s hon thnh c Lun vn tt nghip bn hng chuyn nghip ca mnh. Sau , cc bn s tht s to ra s khc bit trong kt qu kinh doanh ca doanh nghip m mnh phc v. Vi nhng ngi qun l bn hng, cc bn s thy c tnh h thng trong qu trnh o to v hun luyn nhn vin mi. Thm vo , cc bn c th p dng nhng m hnh qun l cho ring mnh. T , cc bn s c s nhp nhng cng nh h thng trong ton b chui vn hnh ca chui gi tr (value chain) m trong , b phn bn hng ng vai tr quan trng nht, l hin thc ha cc tng sng to sn phNm v n lc sn xut thnh Tin Mt. Tin mt l thc o n tng nht cho mi chui gi tr ca cc cng ty thng mi trong mt th trng khng bin gii. Xin trn trng gii thiu vi c gi!
Gii thiu v tc gi
Brian Tracy l mt chuyn gia hng u ca M trong lnh vc pht trin nng lc c nhn. ng l din gi c kh nng truyn t v khi dy cm hng ca khn gi v hng h n thnh tch cao nht v thnh tu ni tri nht. Mi nm, ng din thuyt cho hn 250.000 khn gi v ch pht trin nng lc c nhn v k nng chuyn mn. Trong c nhn vin v quan chc cp cao ca cc tp on ln nh IBM, PepsiCo, Ford, Federal Express Nhng bui ni chuyn v hi tho v ngh thut lnh o, bn hng, qun l v thnh cng c nhn ca ng mang li nhng kt qu k diu. Brian c bng C nhn Thng Mi v Thc s Qun tr Kinh doanh. ng l ch tch cng ty Brian Tracy International, mt cng ty nhn lc c tr s chnh ti San Diego, California v c chi nhnh trn khp nc M v 31 quc gia trn th gii. Trc khi thnh lp Brian Tracy International, Brian gi chc Gim c iu hnh ca cng ty vi ti sn ln n 265 triu . ng rt thnh cng trong lnh vc bn hng, marketing, u t, t chc v pht trin bt ng sn, t vn qun l, xut khNu v phn phi. ng t vn cho nhiu tp on ln trong vic lp k hoch chin lc v pht trin t chc. Brian n hn 90 quc gia trn th gii v c th ni bn ngoi ng. L ngi ham c sch v cc lnh vc qun l, tm l, kinh t, siu hnh hc v lch s, Brian cn kt hp c ngh thut phi cnh v phong cch c o vo trong bi din thuyt. ng c kh nng nm bt v thu ht s ch ca khn gi v kt hp uyn chuyn, kho lo cc cu chuyn, v d, khiu hi hc v nhng tng c th, thit thc t kt qu nhanh. Brian vit hn 40 u sch trong c cc cun nh : Bn hng bng tm l, Tr thnh siu sao trong lnh vc bn hng, Thnh tu ti a, Chin lc bn hng hiu qu, 100 quy lut bt bin thnh cng trong kinh doanh v Lm giu theo cch ca bn. ng l tc gi/din gi ca hn 300 chng trnh o to nh : Tm l thnh tu, Ngi ph n t n nh cao, Thi quen triu , Khoa hc t tin, Suy ngh rng ln, v Lm cch no qun l thi gian ca bn.
Khi mi bt u bn hng, ti khng h c o to. Ti c a cho mt vi quyn sch gii thiu c v c hng dn cch i ra ngoi v ni chuyn vi mi ngi. Ti v cng lo lng trc nhng giao dch nhm chn, kh cng v s b t chi. Ti lun l bc t vn phng ny sang vn phng khc; t cnh ca ny sang cnh ca khc ch cho s lng cn t c. Cu hi thay i cuc i ti Mt ngy, ti t hi : Ti sao mt s nhn vin bn hng li thnh cng hn nhng ngi khc? v cu hi ny thay i cuc i ti. K t ngy , ti xin li khuyn t nhng ngi bn hng khc, c bit l v cch x l hiu qu li t chi v cch kt thc bn hng. Ti c sch v s dng cc cu tr li tt nht c c kt trong . Ti nghe cc chng trnh hng dn k nng bn hng ca cc chuyn gia hng u. Ti tham d cc bui hi tho v bn hng v lun ngi hng gh u. Quan trng nht l ti thc hnh nhng g hc c v th thc hin ngay nhng tng hp dn. V ri ti khm ph c rng cch hc duy nht l t nm tri thnh cng hoc tht bi. Hn tt c, ti hc c cch ngh t hng v kt thc bn hng. Mi k nng kt thc, ti u p dng vi ln vi nhng khch hng vn cn do d. Cui cng, ti khng cn s hi khi yu cu khch hng quyt nh mua hng. K nng ny nhanh chng gip ti t mt k ngho kh tr thnh mt ngi giu c, t mt nhn vin bn hng mi vo ngh tr thnh ngi ng u trong mi t chc bn hng ti tng lm vic. Bc t ph v i Sau ti hc c mt iu quan trng : Nu kt thc bn hng mt cch tri chy v tin tng rng c th yu cu khch hng t hng sau khi gii thiu sn phNm, bn s cng xng xo hn. Lng t tn ca bn s ln ln v bn cng s nh gi tt hn v bn thn. Bn s nng n hn, ngy cng s dng thi gian hiu qu hn. V hiu r mnh c th kt thc cuc bn hng , bn s cm thy mnh c th chin thng mi lc. S t tin ny s nh hng tch cc n khch hng v kh nng h ng mua hng cng c th tng ln. Bn s ngy cng thng tin v vic kinh doanh ca bn s ngy cng pht t. iu tuyt vi nht l tt c cc k nng bn hng, bao gm c k nng kt thc u c dy v c th hc c. iu duy nht khin bn lo lng v cng vic l do cha nm vng quy trnh. Nhng khi hc c cch kt thc, s dng cc phng php c th thch qua thi gian, bn s lun c th lm c. n mt lc no , bn s l mt trong nhng ngi thnh cng nht, c thu nhp cao nht trong lnh vc ca mnh. Tng lai ca bn l khng gii hn.
1.1.
mt vi kha cnh, s vng vng tinh thn rt ging vi s khe mnh v th cht. c mt c th khe mnh, ngi ta phi n ung hp l v rn luyn th lc. S khe mnh v tinh thn i hi mt ch bi b tinh thn tht hp l. Tinh thn thoi mi, tm trng tt th doanh s bn hng cng tng. Nhng chuyn gia bn hng hng u thng c lng t trng v t tin ln. S t tin th hin s trng thnh trong vic yu thch v tn trng bn thn. Cng nh gi cao bn thn, bn cng t tin tip cn, gii thiu sn phNm v kt thc bn hng. Nu khng t tin, bn s khng bn c hng. Bn s vin mi l do khng phi ni chuyn vi khch hng hoc khng phi lm bt c vic g trnh b t chi hoc gp tht bi. Hy nh cng yu thch bn thn bao nhiu, bn cng yu qu ngi khc by nhiu. Khi bn qu mn ngi khc, h s tin tng bn v c nhiu kh nng mua hng. Chng ta thng c xu hng nhn li ngh t nhng ngi yu qu mnh hn l t nhng ngi m chng ta khng hiu r. Chng ta mun mua hng ca nhng ngi mang li cho chng ta cm gic c quan tm tht s. Khi yu qu v quan tm n bn thn, bn cng s yu qu ngi khc v kh nng thnh cng cng s ln hn.
1.2.
T lm ch cuc i
i khi, ti hi chnh thnh gi ca mnh - ch yu l nhn vin bn hng : C bao nhiu ngi y t lm vic cho chnh mnh?. C khong 10 -15% s thnh gi gi tay. Sau , ti li hi : C bao nhiu ngi tht s t lm ng ch? Dn dn, tng ngi mt nhn ra iu ti m ch. Cng mt lc, tt c mi ngi u gi tay. H bt ng nhn ra rng tt c h u chnh l ng ch ca bn thn. Sai lm ln nht ca bn l cho rng mnh lm vic cho ngi khc ch khng phi cho chnh mnh. K t khi lm cng vic u tin cho n lc ngh hu, bn lun lm vic v bn thn. Bn chnh l gim c ca doanh nghip do chnh bn to nn, cung cp cc dch v cho th trng vi mc gi cao nht c th. Bn ch c mt nhn vin duy nht, l chnh bn. Cng vic ca bn l bn ra nhng dch v tt nht v nhiu nht c th trong sut thi gian lm vic ca mnh. Nhng chuyn gia bn hng hng u lun chu 100% trch nhim vi bn thn, vi mi th h lm ra cng nh kt qu ca n. H khng chp nhn xin li hoc li cho ngi khc, cng khng thch ch trch phn nn. H lun ni : Nu c chuyn g th l do ti lm.
Trong mt nghin cu c thc hin cch y vi nm NewYork, ngi ta nhn thy nhng ngi thuc nhm 3% dn u trong mi lnh vc lun coi bn thn l ngi t lm ch. H lm vic cho cng ty nh th l cng ty ca h. H chu trch nhim trc mi vn trong cuc sng. H mt mnh nhn mi vic ca cng ty nh th h nm gi 100% c phn cng ty. Gim c bn hng ca mt cng ty thuc danh sch Fortune 500 k cho ti cu chuyn ng cng vi nhn vin bn hng hng u ca mnh tham gia m phn cc iu khon cui cng ca mt hp ng tr gi 200 triu vi mt khch hng quan trng. Trong gi ngh, v khch ko ng ra mt ch, ch vo nhn vin bn hng v hi C phi ngi l lnh o ca cng ty anh khng? V gim c bn hng, vn hiu r nhn vin ca mnh hi ngc nhin. ng hi li Sao ng li ngh vy?. V khch tr li : Trong tt c nhng ln gp g vi ti, anh ta lun ni cng ty ca tiv ngi ca ti, hp ng ca ti, mi ln nhc n cng ty. Anh ta ni nh th cng ty tht s thuc v anh ta. C phi vy khng? V gim c bn hng mm ci ni : Vng, v phng din no th ng nh vy.
2. Bn l ng ch
Khi l gim c cng ty kinh doanh ca chnh mnh, bn s chu 100% trch nhim. Bn t o to, pht trin v lin tc nng cao cc k nng ca mnh. Bn kim sot vic bn hng v tip th, sn xut v qun l cht lng, t chc nhn s v xem xt hiu qu cng vic. Con s nhng ngi cho rng mnh b ng hn l ch ng tht ng ngc nhin. Thay v chu trch nhim vi cuc sng ca mnh v iu chnh nhng g khng ph hp, h th ng ch i cng ty gii quyt vn cho h. Rt nhiu thanh nin khng chu u t vo vic pht trin cc kh nng v t cht ca mnh. H khng chu c v nghe cc chng trnh bo ch v truyn hnh hoc tham gia cc kha hc. H ch cng ty lm vic cho h. Cng ty khng ch phi tr tin m cn phi cho h thi gian nng cao trnh h kim uc nhiu tin hn.
3. Say m hc hi
Hy tham gia tht nhiu kha hun luyn. Coi mi vic tng lm l c hi hc hi thm cc k nng. Nu cng ty a ra cc c hi o to, hy chp ngay lp tc. Tt c cc k nng bn hc c chnh l s u t cho tng lai. Mi th hm nay u l do bn la chn. Hin ti chnh l kt qu ca nhng g bn tng lm trong qu kh. S tin c th kim c ngy hm nay l do nhng g bn lm v khng lm c. i khi, nhng iu bn khng lm c cn nh hng n tng lai ca bn nhiu hn nhng g bn ang lm.
1.3.
Khc bit chnh l gia nhn vin bn hng thnh cng v bnh thng l ngi thnh cng lun lm vic chm ch hn. Theo nghin cu ca tc gi Thomas Stanley trong cun sch The Millionare Next Door, 85% nhng ngi t lm giu m ng phng vn coi yu t dn n thnh cng ca h l Chm ch lm vic. Nhng ngi thnh cng lun ni : Ti khng thng minh hn ngi khc, nhng ti lun sn sng lm vic chm ch hn h. Nhng ngi bnh thng mun v d nh lm vic chm ch. H c k hoch lm vic chm ch - lc no trong tng li. H lun ku cng vic vt v v phn nn mnh phi cn c nh th no, nhng tht s h khng h chm ch.
3. Lin tc lm vic
Nhng chuyn gia bn hng hng u lun nhit tnh v y quyt tm thnh cng. H rt kin nh, ngay c khi gp s tht vng v tht li. H sn sng lm vic vt v, i xa hay tr gi trc t c thnh cng. H cng hiu rng mi thnh cng nh m h t c u phi tr gi trc. Khng th c chuyn Khng lm m li c n. Thnh cng khng bao gi n nhanh chng v d dng. Cch duy nht t c thnh cng l tri qua nhng cng vic rt vt v trong thi gian di. Rt nhiu nhn vin bn hng b cun vo cu chuyn v nhng ngi tham gia mt lnh vc t bit hoc thc hin mt v u t chuyn bit v kim c rt nhiu tin ch trong mt thi gian ngn. Nhng thng th nhng trng hp rt him, cn hu ht nhng ngi kim c tin nhanh cng s b mt rt nhanh. Nh ngi ta vn ni : Ci g d n th cng d i.
1.4.
Tham vng v kht khao l nhng phNm cht c bn ca mi thnh cng v i. Ni r hn, nhng chuyn gia bn hng hng u c tham vng v kht khao bn hng ln hn nhng ngi khc. H c am m chy bng v mong mun thnh cng tt . H khng bt c iu g ngn cn mnh v lun khao kht thnh cng.
10
Nhng nhn vin bn hng bnh thng ch ngh lm sao kim tin ch tr cc ha n. H ngh nu c thm mt n t hng th s ch tiu thm mt thng. H khng tin rng n lc phn u chnh l yu t sng cn thnh cng.
1. N lc hn na
Cch y khng lu, mt cng ty bo him ln t chc cuc thi bn hng vo thng 11 hng nm. Ai t c ch tiu tng 35% so vi doanh s trung bnh hng thng s c thng mt k ngh hai tun a Trung Hi. Trong thi gian ua tranh, lc lng bn hng nh c tip thm ng lc. H lm vic chm ch c ngy ln m ginh c gii thng. Nhng nhn vin bn hng bnh thng ch t mc doanh s trung bnh trong c nm tr thnh siu sao bn hng trong 30 ngy ny. Mt nm, khi nh gi li doanh s ca nhng nhn vin t tiu chuNn ch ring trong thng 11, cng ty ny pht hin ra mt s tht cay ng : trong nm, nhng nhn vin bn hng trung bnh ch bn c 3 hp ng/tun. Nhng trong t thi ua, trung bnh h bn c 4 hp ng/tun. Bng cch bt u sm hn mt cht v lm vic chm ch hn mt cht, nhng ngi iu kin c hng k gh a Trung Hi bn thm c mt hp ng mi tun. Cc gim c ch cho nhn vin bn hng ca mnh thy ch cn n lc thm mt cht trong sut nm, h c th trong nhm nhng ngi thng cuc v c thu nhp cao sut c nm ch khng ch mt nm mt ln. iu lm tng thu nhp ca h ln ng k trong sut 40 nm s nghip. Nu mt ngi bt u cng vic bn hng tui 25 v ngh hu khi 65 tui v nu mt nhn vin bn hng bnh thng bn c bn sn phNm mt thng thay v ba sn phNm, h s c thm mt khon thu nhp tng ng vi mi nm lm vic. Ni cch khc, h s c c thu nhp ca 40 nm lm vic ch trong 30 nm, v s nhn c cng sm hn 10 nm.
1.5.
Nhng chuyn gia hng u cng l nhng ngi bit ng cm, h tht s quan tm n khch hng ca mnh. Tham vng, kht vng thnh cng cng vi s ng cm v tht lng quan tm n quyn li ca khch hng chnh l cha kha cho thnh tch bn hng nh cao. Daniel Coleman, tc gi cun sch Emotional Intelligence ni : thnh cng, ch s EQ cn quan trng hn ch s IQ. ng nh ngha tr tu cm xc EQ l kh nng ha hp vi nhiu ngi khc nhau, nhy cm vi suy ngh, cm gic, tm trng ca h. ng kt lun s ng cm l phNm cht quan trng nht xy dng v duy tr mi quan h tt p vi mi ngi xung quanh. Bn phi bit ng cm vi khch hng ca mnh hiu h, t mnh vo v tr ca h. Mt ngi bit thng cm l ngi bit i ngi vi ngi khc, c gng i su vo tm tr v tri tim h hiu c hon cnh cng nh nhu cu ca h. C mt cu ni rng : Nu c th hiu c Joe Jones qua nh mt ca Joe Jones, bn c th bn cho Joe Jones th m Joe Jones mun mua.
11
2. Tm nhn xa
S ng cm i hi phi xy dng tm nhn lu di. Nhng ngi bn hng bnh thng lun ch ngh lm sao bn c hng ngay lp tc m t quan tm n cc mi quan h lu di hoc tng lai. Nhng nhn vin bn hng hng u th ngc li. H ngh n vic s bn c hng cho v khch ln th 2 v ln th 3 ngay trong ln bn u tin. Hn th, h cn ngh n vic s phc v v khch trong sut 20 nm na. Mi vic h lm khi giao dch vi khch hng ngy hm nay c t di mt tm nhn xa hn. V v th, h c s ng cm hn nhng nhn vin trung bnh. Nhng nhn vin km ci ch coi mi cuc giao dch l mt c hi bn hng. Cn nhng chuyn gia bn hng hng u khng coi trng vic kt thc vic bn hng bng vic to ra mi quan h lu di vi khch hng.
3. S kt hp l tng
Cn bng gia tham vng v s ng cm chnh l s kt hp hon ho cho thnh cng lu di trong bn hng. Nu mt nhn vin bn hng qu tham vng, anh ta s t quan tm n khch hng v khch hng s cm nhn c iu . Nhng nu qu ng cm, anh ta s khng quyt on ngh khch mua hng. Cn bng l yu t tht s cn thit. Khch hng ngy nay ngy cng thng minh hn. H l nhng khch hng phc tp nht, hiu bit nht, yu cu nhiu nht v thiu chung thy nht. H c qu nhiu kinh nghip n mc c th hiu thu ngi bn hng nh nhn qua mt tm knh. Nu ngi bn hng khng tht s quan tm n li ch ca khch hng, h s nhn ra ngay. tui c thu nhp cao nht Hu ht mi ngi t c mc thu nhp cao nht tui t sau 40 hoc 45. M, mc thu nhp rng trung bnh ca ngi tui 40 l 1010$. Mt phn ba s ngi giu c khi cn qu tr v khng tip tc lm vic trong nhng nm tip theo, u lm vo cnh khnh kit. Sn sng tr gi cho tham vng, kht khao, lm vic chm ch, quyt on, dc ht sc trong thi gian di s to c hi cho bn t c thnh cng nh mong mun. Nu thc hnh nhng g hc c trong cun sch ny, bn s t c thnh cng hn c tng tng.
1.6.
Henry Ford tng ni : 2 ph m cht quan trng nht thnh cng trong kinh doanh l kin nhn v tm nhn xa, nhng ai thiu kin nhn s khng th thnh cng trong mi trng cnh tranh. Khng c cch kim tin no l nhanh chng v khng i hi n lc. Nhng bn k hoch lm giu nhanh chng ch hiu qu cho nhng ngi bn chng. ng ph thi gian ct gim u t. V n ch hy hoi con ngi bn v s nghip ca bn. iu ti t nht c th xy ra vi mt nhn vin bn hng l kim c qu nhiu tin khi nn kinh t bng n, c bit l khi mi khi nghip. Anh ta s cho rng kim tin tht d dng. Sau , thi gian cn li ca cuc i, anh ta s phi tm kim c c hi kim tin c d dng. V iu th him khi thnh cng. T hn, thnh cng d dng lm cho anh ta khng th lm vic chm ch v chp nhn hy sinh khi cn
12
thit thnh cng lu di. Anh ta s nhanh chng mt lng tin vo bn thn v ngng tin tng dn n tht bi.
3. Hy lm nhng g bn yu thch
B quyt bn hng thnh cng l lm nhng g bn tht s yu thch. Nhng chuyn gia bn hng hng u lun yu thch nhng sn phNm h bn v hon ton tin tng vo sn phNm . H s bo v v tranh lun v n sut ngy sut m. Ngay c khi i ng, h vn ngh v sn phNm ca mnh. Khi thc gic mi sng, h gn nh khng th i c n lc c ni vi khch hng v sn phNm . Nhng nhn vin bn hng hng u nhng cng ty tt nht l nhng ngi cung tn vi cc sn phNm v dch v ca mnh. V vy, h bn c rt nhiu. Mt nhn vin bn hng hng u ca ti tng ni : Khi dn thn mnh vo lnh vc kinh doanh ny, bn ch hon ton lm kim sng. Nhng khi n ngm vo mu, bn s c mt cuc sng tuyt vi.
4. Gi li
Nhng chuyn gia bn hng hng u lun gi ch tn vi bn thn v ngi khc. Trong bn hng khng g c th thay th c s trung thc. Earl Nightingale tng ni : Nu s trung thc khng tn ti, chng ta phi to ra n, v l cch tt nht lm giu. Ralp Waldo Emerson vit : Hy bo v s trung thc ca bn nh iu thing ling nht. Bn phi hon ton trung thc, tin tng vo bn thn v mi ngi. Hy trung thc vi cng vic ca bn nhn c nhng phn thng nh mong mun. Ngi bnh thng c th d dng nhn ra nhng li ni di. V c qu nhiu kinh nghim vi ngi thiu trung thc hoc ch trung thc mt na nn khch hng c th d dng nhn ra s bt tn hoc di tr. iu ngc nghch nht trn i l khi mt ngi no tin mnh c th bin ngi khc thnh k ngc.
Mt t chc thng mi quc gia m ti tng lm vic tin hnh nghin cu l do khch hng mua hng t cng ty ny hoc ngi ny m khng phi t ni khc, d cc sn phNm tng ng nhau. Sau khi chi 50.000$ phng vn khch hng, h a ra kt lun n gin : Ngi ta mua hng ca mt ngi no l v h tin tng anh ta. T tin tng c nh ngha l cm thy nhn vin bn hng c th thc hin mi cam kt v li ha ca mnh.
6. Thnh tht
iu quan trng l khng bao gi gii thiu sn phNm c bt k iu g khng ng s tht. Khng bao gi ni sai, ni qu. Thc t, vic hu ch nht xy dng uy tn l ch ra im yu ca sn phNm bn bn so vi sn phNm ca i th cnh tranh.
7. Kt hp cc u im
V chuyn gia bn hng hng u c th kt hp hon ho cc u im trn nn h lun c kh nng bin ngi l thnh bn b bt c ni u h n. Khi hon ton t tin v ng cm vi ngi khc, bn s yu qu bn thn hn. n lt khch hng, h cng s yu qu v chp nhn bn. Mi lin h gia vic ngi xut sc v l ngi t tin hoc tr thnh ngi nh vy l 1:1. S tht l bn khng th thch hoc yu qu ai hn bn thn. V vy, ng bao gi hy vng ai s yu qu bn hn l bn thn h. Vic bn cm thy th no v mnh chnh l yu t quan trng nht quyt nh mi quan h ca bn, c trong cuc sng c nhn ln trong cng vic.
1.7.
Chn ng sn ph m cho bn
Chn mt dch v hoc sn phNm bn hng cng ging nh khi bn hn h hoc kt hn. Bn phi chn ng nu khng n s khng mang li hiu qu. phi l sn phNm bn yu thch v cho rng s tt cho mi ngi, ng thi phi ph hp vi tnh cch ca bn. i khi, mt nhn vin bn hng gii cng c th lm vic khng hiu qu do chn sai sn phNm. iu ny khng c ngha l sn phNm hoc dch v c vn . Ch n gin l sn phNm v ngi bn khng c s tng thch. C 2 loi sn phNm : v hnh v hu hnh. Mt s ngi c kh nng bn sn phNm hu hnh, trong khi ngi khc li ph hp vi sn phNm v hnh. Nu bn c loi sn phNm ny, cha chc bn c th bn c sn phNm kia. Sn ph m hu hnh Sn phNm hu hnh l loi sn phNm m bn c th cm nm, cm nhn, kim tra, dng th v nm mi v. V d : t, tu, dng vn phng, c, Nu thch cc sn phNm hu hnh, bn ch c th thnh cng khi bn cc sn phNm loi ny. Bn c th hiu, yu thch v cm thy hnh phc khi ni v sn phNm . V bn s khng th thnh cng hoc thch th vi cc sn phNm v hnh. Sn ph m v hnh Ngc li, sn phNm v hnh l th bn khng th cm nm, hay nm th. Sn phNm v hnh thng l cc tng. u t, gio dc, sn phNm v dch v o to l cc tng. Thm ch nu bt ng sn c coi l mt cuc u t th cng l mt dng tng da trn cc khi nim v con s. Nu yu thch cc tng v khi nim, bn ch c th bn cc sn phNm v hnh. Tin vo trc gic Cch tt nht xc nh mnh thuc nhm nhn vin bn hng no l t hi bn thn : Mnh yu thch sn phNm c th hay th gii ca cc tng?. Bn mun lm vic bng i bn tay v cc sn phNm c th cm nhn, cm nm c? Hay bn thch trit hc, tm l hc v siu hnh hc? Nu thch tranh lun v chnh tr, tn gio hay cc khi nim, bn s cm thy thoi mi nht khi bn cc dch v v hnh. Nu nim
14
am m chnh l nhng vt c th nh nh ca, xe c, qun o, my tnh bn nn bn cc sn phNm hu hnh. Nu tng tham gia mt lnh vc v cm thy khng thoi mi vi nhng sn phNm hoc dch v c th, th ngha l bn chn sai sn phNm. Khi bn cc sn phNm ph hp, bn s dn ht tm tr v cm xc vo . iu ny s kch thch v cun ht bn. Bn thch th ngh n sn phNm , tranh lun v n vi mi ngi. Nhng nu khng ton tm ton vi sn phNm mnh bn, c l bn la chn sai. Cha kha thnh cng thnh cng trong bn hng, bn phi tht s yu thch sn phNm v hng th vi nhng iu sn phNm c th mang li cho khch hng. Bn ch thnh cng khi tin mnh ang bn mt sn phNm hoc dch v tuyt vi hn cc sn phNm, dch v cng loi trn th trng. Bi kim tra nghim ngt xc nh liu bn c bn ng sn phNm hay khng, chnh l bi kim tra v mc nhit tnh ca bn vi sn phNm . Nhit tnh l cm xc xut pht t bn trong nn ch c th c to ra khi bn lm g ph hp vi cm nhn. Cn nu khng th r rng bn chn sai.
1.8.
Ngng m ngi thnh t : C l cm xc thng thy nht ngi khng thnh cng l ghen t hoc on gin. H ghen t vi thnh cng ca ngi khc. H tm mi c hi ch trch v phn nn v nhng ngi lm vic tt v thng l ni xu sau lng. Thi tiu cc ca h khng nh hng n nhng ngi thnh t nhng li khin h cng tht bi v mt t cch trong s nghip. Hy lun ngng m nhng ngi ng u trong lnh vc ca bn. Hy ni v h mt cch tch cc. Tn trng v coi h l hnh mu phn u. C gng hc hi nhng mt tch cc ca h. Hy bit vui mng trc nhng thnh cng ca h. Hy lun nh rng nhng g h c th lm c, bn cng c th. Hy bit n nhng ngi i trc v kim c nhiu tin hn bn. iu c ngha l bn cng c th t c mc tiu nh vy. Lun mong ngi khc c nhng th m bn c mun cho bn thn. Khi ngng m v tn trng nhng ngi thnh t, hy ghi vo tim thc c th ni v lm theo h mt cch chnh xc. V khi bn ghi nh thnh cng th tim thc s mang li cm hng v nng lng, chin lc bn t c mc tiu ca mnh. N s li cun mi ngi v a tng n vi bn, gip bn c c gii php cho mi vn . chnh l sc mnh ln nht trn th gii m bn c th s dng theo cch ca bn.
2. Quyt tm ch i iu tt p nht
15
Mt trong nhng ro cn ln nht khi bn hng l mong i mt cch tiu cc. iu ny xy ra khi ngi bn hng, do thi hoc kinh nghim, khng t tin s t c thnh cng. Mt cch v thc, h c nhng mong i tiu cc t trc v khi n gp khch hng, h t thuyt phc rng mnh ang lm mt vic tn thi gian. V khch b nh hng bi tm l ca ngi bn hng v p li ngh mt cch tiu cc. Mong i ca bn, d tch cc hay tiu cc, hon ton do bn t kim sot. Chng c th gip hoc lm hi bn cng nh tc ng n hnh vi ca nhng ngi xung quanh. V th hy chc chn lun gi nhng suy ngh tch cc trong mi vic bn lm.
1.9.
Theo quy tc tng ng : Th gii bn ngoi chnh l tm gng phn chiu ni tm ca bn. Ni cch khc, mi th din ra bn ngoi u phn chiu nhng g din ra bn trong bn. Nu mun thay i hoc hon thin k nng bn hng hoc cuc sng c nhn, bn phi bt u thay i t chnh ni tm ca mnh. Tt c nhng g chng ta cn l to ra nhng thay i bn trong mt cch tch cc v mang tnh xy dng.
Bng cch dy sm mi sng v dnh t 30-1h c sch bn hng, bn s c c 1 cun sch mi tun. Nh vy, mi nm bn c c khong 50 cun sch. 50 cun sch nhn vi 10 nm tng ng vi 500 cun sch. Bn c ngh iu ny s nh hng nht nh n kt qu bn hng hoc thu nhp ca mnh khng? S tht l khi lp ra quy tc mi sng dnh 30-1h c sch v lnh vc ca mnh, bn s nhanh chng tr thnh ngi hiu bit, c k nng v c tr lng cao nht. c nhng cun sch hay nht do nhng chuyn gia bn hng vit trong nhiu nm, bn s c c cc tng, c thm hiu bit, chin lc v k nng. Tt c s gip bn bn c nhiu hn, nhanh hn nhng g bn tng tng. Bn nn c nhng cun sch no? ng lo lng, theo lut hp dn, bn s chn c ng cun sch hay vo thi im thch hp. Khi c c mt thu vin sch cho ring mnh v c chng mi sng, sch s dn tr thnh ng lc thc Ny s nghip ca bn. Bn s t c thnh cng nhanh hn v t tin hn. Thu nhp ca bn s tng gp i, gp 3 so vi nhng g bn ngh.
17
18
Khi mi bt u bn hng, ti thy nn long v chn nn do phi lm vic trong nhiu gi m kt qu th ngho nn. C mt ngi khuyn ti nn hc qua i. iu thay i cuc i ti. Ngay by gi, sau rt nhiu nm, ti vn nh nhng bi hc tuyt vi trn i pht thanh t cc chuyn gia bn hng hng u khi h chia s kinh nghim v gii thch phng php. Khi tip tc nng cao kin thc bng cch hc qua i, do lin tc phi thc hin li cc cuc bn hng, bn phi t t mnh vo v tr phi ni v lm nhng g ngi chin thng lun lm trong cc tnh hung bn hng.
1. Kin thc c ng
Mt chng trnh o to hay trn i pht thanh cha lng thng tin hay nht ca mi, 20 hay thm ch 50 cun sch. mua v c tng sch, bn s tn hng trm$ v phi mt hng trm gi. Thay vo , bn c th thu nhn tinh hoa c c ng li ca cc nh t tng xut sc nht trong lnh vc ca h, ch bng cch nghe cc chng trnh pht thanh khi li xe khp ni. Khng ch vy, bn c th dng chng trnh li khi bt gp mt tng hay v dnh cht thi gian ngh cch p dng tng vo cng vic ca mnh. Bn c th tua li chng trnh ny v nghe li vi ln. Bng cch , bn s lun gi c tinh thn tnh to v nhanh nhy. Ging nh mt ngi sao th thao, khi n gp khch hng, bn s tp trung v lm vic tt nht trong kh nng ca mnh.
3. Lm nhng g ngi dn u lm
Nhng ngi bn hng c tr lng cao nht m ti bit lun lng nghe cc chng trnh o to mi lc c th. Chic xe ca h chnh l lp hc di ng. H lun c nhiu chng trnh khc nhau v la chn chng trnh m hc cm thy cn hc tng thi im.
19
vic vi rt nhiu chuyn gia bn hng phi vt ln nhiu nm vi thu nhp thp v sau , nh chm ch nghe cc chng trnh pht thanh (trong s thng c chng trnh ca ti), thu nhp ca h tng gp i, gp ba, i khi trong 30 ngy.
1.12. Sc mnh ca li gi
Nhng gi c nh hng rt ln n bn trong ngy v trong c cuc i. Cha kha thnh cng l kim sot hon ton cc nh hng mang tnh gi m m bn a vo tim thc v nhn thc ca mnh.
20
Bn phi n lc ht sc m bo nhng nh hng v tinh thn cng tch cc cng tt, ging nh bn s ch n nhng mn n c li cho sc khe nu mong mnh lun khe mnh. Bn chu nh hng tch cc hoc tiu cc t tt c nhng g nhn thy, nghe thy, suy ngh, tri nghim v con ngi trong th gii ca bn. Nu xem chng trnh tivi mang tnh tiu cc hoc bo lc, th hon ton v thc, bn cng s tr nn tiu cc hn. Nu nghe nhng iu v b trn i, n s cn tr tm tr bn ging nh mt dng nc b chn li v bn s lm vic km hiu qu. Nu c sch, tp ch hoc nhng t bo thiu tnh xy dng, tm tr ca bn s ton nhng iu v vNn, lm bn tr tr v d nn lng hn. nh hng ca nhng ngi xung quanh iu quan trng nht trong mi trng ca bn c l l s hin din ca nhng ngi m bn thng xuyn tip xc. Trong cun sch The Achieving Society (X hi thnh cng), tin s David McClelland ca trng i hc Havard nhn nh nhm tham kho tiu cc c th khin bn sut i tht bi. Nhm tham kho ca bn gm nhng ngi xung quanh bn, nhng ngi bn tip xc v nhng ngi m bn nhn bit c. Nhm tham kho c vai tr quan trng nht gp phn to nn tnh cch bn chnh l gia nh. Nu cha m khng bao gi hi lng hay ch trch, iu ny s nh hng sut cuc i bn. Vic cc anh ch em ca bn c xu hng gip hay ph hoi s nh hng n bn lu di. Khi trng thnh, bn b trng, gio vin, ng nghip v cc mi quan h khc s nh hng rt ln n suy ngh v cm xc ca bn.
2. Gi mi quan h
Bn nh cu tc ng Ni no vung y v Ngu tm ngu m tm m ch? Nhng chuyn gia bn hng hng u thng l nhng ngi n c nhng khng c ngha l c n. Ch n gin, h lun thn trng chn la nhng ngi ng h dnh thi gian ch khng ty tin giao tip vi bt c ai h gp. H dnh thi gian cho chnh mnh hoc vi nhng ngi mang li cc mi quan h gi tr v th v cho h. Bn cng nn lm nh vy.
4. Bt u bn hng
21
iu tuyt vi th hai l do khng phi chu p lc phi bn c hng, nn bn s bn c hng m khng phi n lc. S t tin v nng lng s tng ln sau mi mt cuc tip xc khch hng. Lng t tn cng tng ln. Bn s hy bnh tnh v thoi mi hn. Kt qu, bn s qu mn khch hng ca mnh hn, h cng thch bn v mun mua hng cho bn. Khi hon thnh 100 cuc tip xc, s nghip bn hng ca bn s khi sc v t ti nh cao. Trong 2 nm sau, bn s bn c hng cho rt nhiu ngi trong s 100 ngi bn tip xc trong giai on khi u. Do lun thoi mi v khng to ra p lc buc h phi mua hng nn h cng rt thoi mi, v s ngh n bn mi khi mun mua nhng sn phNm bn c.
22
2.1.
ng ni di
C mt cu chuyn v mt qu ng gi cho v bc s thn quen v ni : Bill , ti c mt ci rng ang lung lay v sp rng ri. Ti mun hi gi nh mt ci rng by gi l bao nhiu? ng bn nha s tr li : Jack , ht 80$. V s mt khong 1 pht y. 80$ cho 1 pht ? Jack ku ln. Qu l nhiu tin cho c mt t thi gian. c ri, Jack, ng nha s tr li : Nu anh bn khon v thi gian th ti c th lm ko di nh anh mong mun.
23
v thi im yu cu khch hng t hng khi chc chn h nm c y thng tin v sn sng mua hng. Ln k hoch v tp th cc k nng kt thc sao cho bn c th lm c ngay c trong khi ng. Nhng chuyn gia bn hng gii nht lun ln k hoch cho tng t h s ni. Bn cng nn lm vy. Nhng ngi bn hng khng chuyn, nhng ngi lun gp tht bi lun lo s khi phi thuyt trnh sn phNm. Khi phi ngh khch hng t hng, tim h p lin hi, trn v m hi v ni bt c t g vt ra khi ming. Sau h s vn vo ngn tay, hi vng v cu nguyn khch hng ng . Nhng chuyn gia bn hng lun trnh by tri chy bi thuyt trnh v phn kt thc c chuNn b k lng.
3. 6 yu cu quan trng khi kt thc 1. Bn phi tch cc, nhit tnh, ho hc khi kt thc. Tm trng phi d gy cm hng. Khi khch hng
thy r bn tht s khao kht thc hin vic bn hng th kht khao s tc ng tch cc ln hnh vi ca h.
3. Khch hng phi hiu ngh ca bn v cc gi tr h nhn c t sn phNm hoc dch v ca bn. H
phi hiu r nhng g sn phNm c th thay i v nng cao i sng hoc cng vic ca h.
4. Khch hng phi tin tng v yu tm v bn. phi l mi quan h v tnh cm tt p. Hn na,
khch hng phi t nim tin vo cng ty bn v tin h s ha hn vi bn.
5. Khch hng phi mong mun c hng li t li ngh ca bn. H phi mun th bn bn. Tht v
ch khi c gng kt thc bn hng nu khch hng khng tht s thch th nhng li ch m cc sn phNm v dch v ca bn mang li.
6. Sn phNm phi ph hp vi khch hng, l tng cho nhu cu ca h v h kh nng chi tr. Phi cho
khch hng thy sn phNm hoc dch v ny l xc ng ti thi im . Khi thc hin 6 yu cu trn, bn hy t tin chuyn sang phn kt thc. Nu c mt phn no cn cha hon thin, khch hng s t chi mua hng.
4. Kt thc bn hng qu sm
Hy tng tng bn ang xem mt loi xe ph bin. Bn ch dng li xem chic xe mt lc th bng dng ngi bn hng xut hin v ni : ng l la chn chnh xc, sao anh li khng mua n nh? Trong tnh hung , bn khng bit cht g v chic xe v ngi bn hng cng khng bit g v bn. anh ta yu cu bn t hng hoc mua chic xe trc khi bn bit bt c iu g v n. C gng kt thc trc khi bn hiu r v th mnh s mua s khng nh thc kht khao mua hng. Ngc li, bn thy mnh b la v iu u tin bn mun l i tht nhanh.
5. Trnh p lc
C 4 yu t bn phi cn nhc trc khi a ra cu hi kt thc bn hng : Khch hng phi mun sn phNm . Khch hng phi cn sn phNm . Khch hng phi kh nng chi tr. Khch hng c th s dng v hng ton b gi tr t sn phNm hoc dch v ca bn.
p lc duy nht bn c php s dng vi t cch nhn vin bn hng chuyn nghip v im lng sau khi a ra cu hi kt thc. Sau khi t cu hi, bn phi hon ton im lng. ng ni mt t no. Hy im lng nu cn, v ngi no bt u trc, ngi s thua. Trc kia, gim c mt cng ty tm c xem xt vic mua mt h thng my tnh tr gi 750.000$ t ng ha mi khu trong cng ty ca mnh. Cng ty tham gia u thu vic ny lm rt tt mi vic. Ngi bn hng thit lp quan h, xc nh yu cu ca khch hng, phn tch y , kim tra mi chi tit v chuNn b mt bn cng y khch hng xem xt. H sp xp cuc hn cui cng v ngi bn hng ang n rt gn vic kt thc v mua bn. Gim c pha cng ty khch hng tng bt u s nghip ca mnh bng vic bn hng. ng t m mun bit ngi bn my vi tnh s kt thc bn hng vi n hng tr gi 750.000$ ra sao. Cui bui trnh by v tho lun, v gim c qun l v k ton ca mnh trnh by cc chi tit cui cng. Ngi bn hng bc vo cng k s v ngi lp trnh. H ngi xung v bt u. Khi ngi bn hng trnh by qua bn cng, anh ta trnh by sn phNm s c lp rp ra sao, gm nhng g, ch bo hnh v bo dng, cc h tr v dch v h cung cp, cc h tr b xung v nhng chi tit khc ca v mua bn. Anh ta a ra mc gi v gii thch gi bao gm nhng g. Cui cng, anh ta ni : Nu ngi hi lng vi nhng g chng ti trnh by, nu ngi chp nhn hp ng ny, chng ta s tin hnh ngay lp tc. Anh ta ln nh du tch gn ch k, t bt ln hp ng v Ny v pha v gim c. Ci kt im lng V gim c hiu thi khc kt thc n. ng thm ngh : Anh ta s p dng chin thut kt thc im lng vi mnh y. ng hiu r nhng g ngi bn hng thc hin, vy nn ng ch ngi bn hng v mm ci. Ngi bn hng v v gim c im lng, mm ci vi nhau v im lng sut 15. Khng ai ln ting. C nhng ngi cng vy, tt c u sn sng. Cui cng, v gim c mm ci, cm bt v k vo hp ng. Lc , c hai cng ci ln. V tt c mi ngi u ci. S cng thng b ph v v tha thun c k. p lc ca s im lng sau cu hi kt thc lun l th thut bn hng hu hiu nht bn c th dng kt thc giao dch. Nhng bn phi gi vng lp trng. Khi a ra cu hi kt thc bn hng, bn khng c tin thm mt bc bng cch ni thm iu g . Hy im lng ch i hi p ca khch hng.
2.2.
Khch hng thng a ra mt vi du hiu thng thng chng t h sp a ra quyt nh. Hy th gin v nm bt cc du hiu khi chng xut hin. Nhng du hiu ny cho bn bit n lc a ra cu hi kt thc bn hng.
1. Ni nhanh
Khch hng thng bt u ni nhanh hn. H c th tr nn hng phn, tr nn tch cc v vui v hn. H quyt nh v s cng thng bn trong b ph v. Bt c khi no khch hng chuyn t trng thi trm t hoc gay gt sang tch cc v vui v, bn c th tip tc t cu hi v kt thc bn hng.
2. S thn thin bt ng
25
Khch hng t nhin tr nn thn thin. Hc c v th gin, thoi mi v c th hi bn nhng cu hi ring t hoc thn thit. Anh thnh ph ny c bao lu ri?, Con anh i hc cha?, Anh c mun ung thm c ph khng? Bt c khi no nhn thy s thn thin ca khch hng, bn nn thn mt tr li ri sau mi t cu hi. Cm n anh. Cho ti thm mt cc c ph na. V nhn tin, khi no anh cn sn phNm ny?
3. Gi cm
Gi cm cng l du hiu cho thy khch hng ang i n quyt nh. Khi khch hng chm vo suy ngh, tay h s chm vo cm v u ci xung. Nu bn ang ni chuyn vi khch hng v h bt u gi cm, hy ngng ni. H ang suy ngh v khng lng nghe bn. Nu bn tip tc ni s gy n trong phng, ta nh mt ch ong ang tm cch ra khi phng. V vy hy gi im lng tuyt i. Khi khch hng chm tay vo cm ngha l anh ta ang x l li ngh ca bn. anh ta ngh n vic mua bn sn phNm, thanh ton, s dng, sn phNm. Khi anh ta b tay khi cm, tm tr anh ta quay li v bn hy nhn vo mt ng ta, 99% trng hp, anh ta s quyt nh mua. Lc ny, hy mm ci v t cu hi v d nh : Khi no anh cn sn phNm? sau ngi yn cho n khi c xc nhn.
26
Nu bn thy khch hng thay i thi hoc ngn ng c ch theo bt c kiu no nh di chuyrn trn gh, ho hng hoc tr nn thn thin, hayx hiu quyt nh c a ra v hy t cu hi xc nhn.
2.3.
S b tht bi cng l l do chnh khin ngi ta khng mua hng. H s mc phi sai lm, s mua sai sn phNm. H s phi tr qu nhiu tin hoc b ch trch v la chn sai. Tt c cc khch hng u tng mua lm sn phNm v h u mong l minh khng chn chng. H b x chng trong kho sau khi mua, hng c h tr hoc phc v v cm thy n hn khi mnh lm n vi cng ty .
27
C mt cu ni rng : Nu li ni ca ai tri ngc vi mong mun ca ngi khc th kin ca h cng s khng thay i. Nu bn tranh lun v ln t khch hng bng lp lun sc bn, khch hng c th gt u ng vi bn nhng vn quyt nh khng mua. Thay v tranh lun v gi c hay cht lng, hy tm cch ha gii s lo ngi ca khch hng. Hy p li li t chi ca khch hng sao cho h thy hi lng. Ch cho h thy h khng phi lo lng v nhng iu h cho l thch thc.
5. S dng th cm n
Cng c hu hiu nht vt qua nhng li t chi v s lo ngi ca khch hng l nhng bc th cm n t nhng khch hng hi lng - nhng ngi tng c lo lng tng t. i khi, chng ta gi l nhng bc th khen ngi. Nu bn c mt cuc bn hng thnh cng v xy dng c mi quan h tt i vi khch hng, hy quay li v ngh h vit mt bc th cm n cho bn. Hoc bn c th t vit v ngh khch hng ng tn. Trong bc th cm n , hy a ra li t chi ph bin bn hay phi nhn, v d nh gi thnh cao v khch hng ca bn vit mt bc th vi ni dung: Brian thn mn! Khi mi trao i vi anh v sn ph m, ti rt lo lng v gi thnh ca sn ph m cao hn hn cc sn ph m cng loi hin c trn th trng. Nhng ti vn quyt nh mua v ti tht s hi lng v vic ny. Chng ti nhn thy gi thnh xng ng vi cc tnh nng vt tri v cc li ch chng ti nhn c t khi s dng sn ph m ca anh. Thn mn! Mt khch hng may mn. Hy a bc th ny cho khch hng xem nu h cp n vn gi c. Bc th s loi b mi lo ngi ca h. Th cm n l bng chng Quy lut chung l khch hng thng khng bn tm n nhng g bn ni v sn phNm v dch v ca mnh. Nhng l ngi bn hng, bn vn phi tch cc ni v nhng sn phNm mnh bn. Nhng khi c ngui khc khen ngi sn phNm , c bit l khi h vit ra, th l mt li khen c gi tr. Bc th khen ngi ca ngi th 3 l Phng php hiu qu thuyt phc mi ngi v li ch v gi tr ca sn phNm bn bn. l l do ngi ta vn ni : Ngi bn hng khng chu dng th khen ngi thng c nhng a con gy m.
2.4.
Kt thc bn hng lun l kh khn v cng thng nht v mt vi l do. L do th nht l tm l s b t chi ca ngi bn hng. T nh chng ta lun nhy cm vi cch ngi khc i x vi mnh, c bit l s ng hay t chi ca h. iu ny bt u vi cha m chng ta, ri n ng ch v khch hng. Khi trng thnh, chng ta quan tm n vic ngi khc c yu qu v chp nhn mnh hay khng. Kh nng b t chi khin chng ta cng thng tt v lun tm cch lng trnh.
28
y l mt iu quan trng. T chi khng phi l vn c nhn. Khch hng khng th t chi bn vi t cch c nhn v h khng bit bn l ai hoc khng bit bn bn g. Tt c cc khch hng u hi p li ngh ti chnh trong mt x hi cnh tranh m anh ta phi ln t nhng ngi mun bn hng cho mnh. Khi anh ta ni nhng cu nh : Ti khng thch th iu khng phi l li t chi trc kh nng khoc tnh cch con ngi bn. ch l mt phn x t nhin trc bt k ngh mua hng no. Hng nm, mt phn ba s ngi bn hng tht bi l do khng th x l t chi nh mt phn ca vic kinh doanh. Nhng nhng chuyn gia bn hng gii nht lin tc nhc nh bn thn mnh rng t chi khng phi l vn c nhn v s khng n lm phin mnh.
3. Vt qua s hi
Ralpph Waldo Emerson tng vit rng : Lm nhng vic khin bn s hi v ni s s bin mt. l mt trong nhng nguyn tc thnh cng quan trng nht. Cch duy nht loi b ni s hi l lm vic . Chc chn ni s hi s bin mt. Dng cm v hn nht u ch l thi quen. Bn s dng cm hn nu ng u vi ni s hi thay v trn trnh n. Mark Twain tng ni : Dng cm khng phi l khng bit s hi; l vic kim sot v iu khin s s hi.
4. Lm nhng vic bn s
Gp g khch hng nhiu s gip bn khng cn s hi khi tip xc. Nu hng ngy bn u gp g khch hng m khng tht s quan tm rng phn ng ca h l tch cc hay tiu cc, cui cng bn s khng cn s hi na. Bng cch i mt vi ni s b tht bi v t chi, bn s hnh thnh thi quen dng cm. Khi , s nghip ca bn s c mt bc ngot ln v doanh s bn hng ca bn s tng ln nhanh chng. Khi hnh thnh thi quen dng cm, cng vi kh nng i mt vi ni s hi b tht bi hay t chi, cuc sng ca bn s tt p hn. Bn s phi ngc nhin vi chnh mnh. S t tin v t trng ca bn cng c tng ln. Khi bn c th t ci thin th kt qu bn hng cng c nng cao.
ng bao gi ch trch i th ca mnh m hy lm ngc li. Nu trong cuc i thoi c nhc n i th ca bn v khch hng hi : Anh ngh sao v cng ty ABC?, hy tr li mt cch tch cc. Bn c th ni : Tha qu khch, ABC l mt cng ty tuyt vi. H c nhng sn phNm tt thnh lp t rt lu. Nhng chng ti tin rng nhng sn phNm ca chng ti vt tri so vi sn phNm ca ABC ba kha cnh c bit. Cho php ti c trnh by. Sau , hy tp trung vo vic qung b gi tr v li ch ca sn phNm/dch v m bn bn nhng khng c ni g khng hay v sn phNm ca i th. Khi bn khen ngi i th ca mnh, khch hng s nh gi bn tt hn so vi nhng ngi lm ngc li.
7. ng ha ho
Li cui cng trong kt thc bn hng m bn cn trnh l bo m nhng iu m bn khng c. iu ny s to ra nhng li ha bn khng th thc hin. N s cao qu mc sn phNm ca bn, ni rng sn phNm ca bn c th lm c nhng iu m thc s n khng th. Cch y khng lu, do ha ho mt n nhn vin bn thit b vn phng mt mt n hng tr gi 10.000$ vi cng ty chng ti. Trong qu trnh tho lun v cc chc nng ca my, gim c ca chng ti hi liu chic my c th photo hai mt c khng v nhn vin ny m bo rng n c th. Nhng khi xem xt cc tnh nng k hn, chng ti khng h thy chc nng ny. Nhng ngi bn hng khng dnh thi gian tm hiu xem mnh ang bn g. C ta khng ch b l mt n hng m cn lm nh hng nghim trng n uy tn. ng iu ny xy ra vi bn.
2.5.
Ch i iu tt p nht
Quy lut ca s hy vng l lun ch i iu tt p nht. Hy vng mi ngi s yu qu bn. Hy mong i mi ngi yu thch sn phNm v dch v ca bn. Bn c th on trc rng h s hi bn nhng cu hi kh trc khi ng mua v vy, hy hy vng bn s thnh cng. Hy thi nim hy vng v nhng iu tt p vo cc hot ng bn hng ca bn v mi ngi s i x vi bn tt hn. ging nh bn mong i. Bn cng s bn c nhiu hng hn. Nhng nu sai lm khi nh gi khch hng, bn s mt i nhit huyt. Thi ca bn s ging thi ca mt ngi khng tin vo cuc bn hng hoc kh nng khch hng s chp nhn mua hng ca bn. Khch hng s hiu r thi ca bn v lm nh nhng g bn d on. H t chi mua hng!
1. Kt qu ln t s khi u nh
Ti c mt ngi bn chuyn cung cp dch v nhn s. Anh ta gi n mt ta nh cng nghip nm trong mt khu nh kho v n , anh ta thy cng ty gn nh b b trng ch c duy nht mt ngi n ng ngi sau bn lm vic trong mt vn phng nh ng sau ca ra vo.
30
Bn ti t tin g ca v gii thiu mnh vi ngi n ng . H bt u ni v cng vic ca anh. anh ni rng mnh lm v lnh vc cung cp nhn s. Nhim v ca h l tm kim, tuyn chn cc nhn vin k thut v cc nhn vin khng chuyn v k thut cho cc tp on cng nghip. Cng ty ca anh c th b tr nhn s cho cc v tr k s, nhn vin k thut, nhn vin thit k, th k, k ton v th th. H ch trng n cc cng ty sn xut v xy dng.
2.6.
Khng nn lng
Thiu nhit huyt l mt yu t khc cn tr vic kt thc bn hng. Khng g c th ph hy mt cuc mua bn nhanh hn vic ngi bn t ra khng coi trng vic bn c hng. S thiu nhit huyt thng l kt qu ca s mt mi. thnh cng, bn phi c nng lng. Bn phi tht s mun kt thc bn hng v tht s yu thch cng vic. Bn phi cm nhn mnh m rng sn phNm ca bn s mang li nhiu li ch cho khch hng. Bn phi nhit tnh, ho hng v c mt am m khin khch hng nhn thy bn mun lm vic vi h. ng bao gi qun bn hng l mt vic v cng vt v. N bo mn sc lc khng khip. Mt vi gi tip xc vi khch hng c th lm bn cn kit sc lc. Cui ngy, bn c th hon ton kit sc. V vy, nu bn hng 5 ngy 1 tun, bn nn i ng sm. Tt ti vi, n v i ng vo lc 10h ti. Ng 8h trong nhng ngy lm vic. Khi c ngh ngi y , bn s np nng lng sn sng lm vic tt nht trong kh nng ca mnh.
2.7.
Kh nng kt thc bn hng c th s mt i bi s thiu trung thc. iu ny thng xy ra khi ngi bn quan tm nhiu n tin hoa hng ca mnh hn l li ch ca khch hng. Nu ngi bn hng coi khch hng l mt kho tin hn l mt ngi ang cn dch v hoc sn phNm, th ging iu, ngn ng c th v thi anh ta s khc. Khi ngi bn hng ngh v hoa hng, khch hng s c cm gic mnh ging nh con c ang bi li trc cp mt ca con mo.
31
Khch hng rt nhy cm v c th nm bt s thay i trong cm xc ca ngi bn hng. Khch hng bit khi no bn c gng gip h cn khi no bn c gng thc hin mt cuc mua bn c li cho mnh. Khi bn nhn mnh vo nhng iu bn c th lm cho h, n t hng v khon hoa hng t nhin s n.
2.8.
Mt cn tr ph bin vi vic kt thc bn hng ny sinh khi bn nhn thy s khc bit gia mnh v khch hng. Mt nguyn tc quan trng nht khi bn hng l : C rt nhiu khch hng nhng khng phi tt c u l khch hng ca bn. i khi, gia bn v khch hng c th c nhng phn ng tch cc v ngc li. iu khng c ngha l hai ngi c im g sai. ch n gin l tnh cch ca bn v khch hng khng c s ha hp. Bng cch ny hay cch khc, gia 2 ngi vn khng c s ha hp. D c gng d chu v lch s bao nhiu, bn vn thy rt kh xy dng mi quan h thn thin. Bn l mt ngi c tri thc nhng bn li ni chuyn vi mt ngi t uc hc hnh. Bn c th l mt ngi hay phn tch trong khi ngi i thoi vi bn ch ch tm n kt qu. C th bn l ngi nhanh nhu trong khi ngi khch li qu bnh thn.
2.9.
S qu mn l cn thit
C mt iu rt quan trng khi bn hng : Bn khng th bn c hng cho ngi bn khng thch. Nu khng tht s qu mn v quan tm n khch hng cng nh khng tht tm mun gip h ci tin cng vic hoc nng cao i sng, bn s khng th bn c hng cho h. D bn c c gng bao nhiu hoc thn thin bao nhiu, trong thi ca bn vn c iu g tiu cc m khch hng c th nhn ra. Bt c khi no nhn thy s thiu ha hp vi khch hng, hy coi l iu khng th trnh khi trong cuc sng. Nu bn tham gia mi trng bn l, hy t an i mnh mt cht v tr li cng mt ai ph hp hn vi khch hng. Nu bn tip xc vi khch hng v thy khng thoi mi, hy ngh khch hng bn gii thiu Mt ngi bit nhiu hn ti.
32
Hy t ci ti c nhn sang mt bn. Tp trung gip khch hng gii quyt cc vn hoc p ng nhu cu ca h bng cch tm mt ngi thch hp. chnh l du hiu c trng ca mt ngi bn hng chuyn nghip. Khi hon ton kim sot c suy ngh v chc chn khch hng s ng mua, bn c th vt qua ro cn ln cui cng, l x l nhng li t chi.
33
Chng 3 : X l li t chi
Chin thng n mt lc no tr thnh mt trng thi tm l. Bit bn thn c th vt ln nhng bn khon, rc ri v lo lng thng trc m nh, chng ta s tht s vt ln chng. - Vua Basil Khng c cuc bn hng no khng b t chi. Li t chi cho thy s quan tm ca khch hng v l bin ch ng gip bn tng bc kt thc bn hng. Thc t, nu khng t chi th s khng c s quan tm. Nu khng c s quan tm s khng c cuc bn hng no. Nhng cuc bn hng thnh cng thng phi nhn s li t chi nhiu gp i nhng cuc bn hng tht bi. Cng nhn nhiu li t chi, bn cng c kh nng thnh cng.
3.1.
Quy tc 6
Quy tc 6 c p dng cho cc li t chi. Quy tc ny ch ra rng khng c qu 6 li t chi cho mt cuc cho hng. C th l mt hoc hai, nhng khng bao gi nhiu hn su. Thm ch, nu bn phi nghe 50 hoc 100 li t chi trong mt tun hay mt thng nhng nhng kiu t chi ny c th xp vo mt s nhm. Khi lm vic vi cc cng ty, i khi ta thc hnh cc bi tp hon thnh cu. Chng ta yu cu h hon thnh cc cu sau : Chng ti c th bn cho mi khch hng m chng ti tip xc, min h khng ni. Hy lp danh sch mi li t chi mt khch hng c th a ra. Vit nhng cu hi, li ch trch, phn nn bn tng nhn. Khi lp xong, hy xp chng theo th t. Li t chi no bn hay gp nht? Cu no l tr ngi ln nht i vi vic bn hng thnh cng ca bn? Phn loi li t chi Sau khi sp xp, bn hy phn loi nhng li t chi ny thnh cc nhm. Bn s c li t chi v gi c, cht lng, tnh cnh tranh, nng lc, danh ting, hoc v tnh mi l. Xc nh nhng nhm cc li t chi, sau xp chng vo nhm ph hp. S khng th c nhiu hn 6 nhm. By gi, nhim v ca bn l xy dng nhng cu tr li hon ho nht cho tng nhm t chi. Xc nh chnh xc iu g c th thuyt phc khch hng rt li nhng li t chi. Lm ngay nhng vic cn thit loi b nhng li t chi quan trng.
3.2.
X l li t chi
1. Lch s, tn trng v lng nghe chm ch
Hy c x nh nhng, nh nhn v tn trng trc mi li t chi. Khng qu xc ng v tht tinh , Thm ch, nu b t chi c nghn ln, hy lun p li nh th l li nhn xt c gi tr cho ngh ca bn. Hy nh cu danh ngn : Ngi ta khng quan tm bn hiu bit th no cho n khi h bit bn quan tm n h. Khi bn thn thin v t nh x l li t chi, khch hng s thy bn tht s quan tm n nhng g h ngh. V vy, h cng s bt u quan tm n bn v sn phNm hoc dch v ca bn. Khi b t chi, hy lng nghe y . ng t v hiu r khi khch hng mun ni g. Khch hng thng bt u bng nhng cu t chi quen thuc, nhng ri h s a ra mi quan tm hoc vn ca h khi kt thc. Hy kin nhn. Luyn tp k nng lng nghe. Ngng li trc khi tr li. t cu hi hiu
34
r: anh l g? Tr li theo cch ca mnh khch hng thy bn ang lng nghe v hiu r mi lo ngi ca h.
5. S dng th khen
Mt trong nhng bin php x l li t chi hiu qu nht l a ra nhng l th khen ngi t cc khch hng hi lng - nhng khch hng tng t chi. Mt bc th thn thin tho g nhng thc mc chnh ca khch hng l bin php hu hiu loi b hon ton li t chi.
6. Coi li t chi nh 1 cu hi
Bn cnh vic s dng th khen, mt cch x l khc l ghi nhn v hiu li t chi nh cu hi v x l nh i vi yu cu cung cp thm thng tin. Hy hiu rng t chi l phn ng t nhin ca khch hng trc bt c li cho hng no. Khi khch hng ni : Gi cao qu, bn c th p li : y l iu ng bn. Vy ti sao gi li cao hn mc gi ngi nh tr? Sau hy t tr li cu hi bn va t ra.
35
Nu khch hng ni : Chng ti c th mua sn phNm ny vi gi r hn bt c u, bn hy ni : l mt vn cn tho lun. Vy ti sao i th ca chng ti li bn sn phNm tng t vi gi thp hn?
7. a ra l do hp l
Mt cch x l khc l coi li t chi nh vic khch hng yu cu bn tm gii php cho vn . Nu khch hng ni : Ti khng kh nng chi tr, hy ngh khch hng ni rng : Hy cho ti thy l do chnh ng chi khon tin ny. Khch hng ni : Ti phi bn li, hy hnh dung ca h l : Hy cho ti l do hp l mua sn phNm ny, ti s khng cn hi kin ai na.
3.3.
Hp ng triu ca ti
Ti c gii thiu vi mt ngi bn bo him. anh ta hi ti mt lot cu hi ri sp xp cuc hn th hai. cuc hn ny, anh ta ngh ti mua mt bo him nhn th tr gi 1 triu . Ti chong vng. Ti ni : Nhiu qu, ti khng mua c Pht l s cng quyt ca ti, anh ta gii thch rng v tr ca ti, ch mt gia nh vi mt v v hai con, s thiu khn ngoan nu khng c mt khon bo him tr gi 1 triu . Cui cng, ti phi ng rng mnh cn khon tin ny nhng vn nhc li : Ti khng mua c. Ti khng c sn 3000$/nm ng bo him. Cm n, nhng by gi th khng c. Anh ta ni : Vy nu chng ta chuyn sang ng theo thng v mi thng ti n thu 250$? nh vy c ph hp vi anh khng? Ti rt ngc nhin v nghe n vic thu ph bo him sut i theo thng. Ti khng h ngh c th tr theo thng. L do khin ti cho l iu kin tht s chuyn thnh li t chi v c mt cu tr li hp l cho li t chi ny. Ti k vo mu n v mua bo him. Hy lun sng to y li l vn . V khch hng khng bit tt c cc cch h c th yu cu v chi tr cho sn phNm hoc dch v, h lun tin h khng th mua c. Ch khi bn cho h thy c nhiu s la chn hn, h mi c th mua hng ca bn. V d khch hng ni : Ti khng tr theo thng c. Bn hy ni : Vy nu chng ta tng thi gian chi tr ln 3 nm thay v 2 nm, tc l mi thng anh ch phi tr di 500$? Anh chp nhn c ch? Khi bn nghe y li t chi, hy ngh khch hng ni chi tit hn. y l lc cu anh l g? pht huy hiu qu. Hy chc chn rng bn hiu r ca li t chi trc khi c gng tr li. Nu tr li qu nhanh, bn c th tr li sai v lm hng vic bn hng.
36
S dng nhiu li t chi Nu khch hng ni : Ai cng ha hn cc dch v tt, nhng ri li khng thc hin, ti b h qu nhiu ri. Tha qu khch, ti hiu cm gic ca ngi. Nhng ngi khc cng tng ngh vy v cc dch v ca chng ti. l mi quan tm chnh ng khi thc hin vic mua bn nh th ny. Nhng khch hng thy chng ti phc v v sa cha sn phNm ny trong 2h, n tn 3h chiu trong cc ngy lm vic. Nu mun hn 3h, chng ti s c ngi n vo sng hm sau. Hy a ra bng chng cho cu tr li ca bn bng cc bc th khen, bng so snh gi, hoc mt t bo m bo cho cht lng sn phNm hoc dch v ca bn bt c lc no c th. chc chn, hy hi : iu ny gii p thc mc ca ngi ch?
3.4.
9 li t chi ph bin bn cn tr li
1. Li t chi ngm
Loi t chi th nht l t chi ngm. Khch hng quan tm n li cho hng ca bn nhng khng ni g. H gt u, lng nghe nhng khng phn ng vi vic bn lm vic u v lm g. Gii php l khch hng ni nhiu hn. t cc cu hi m v chm ch lng nghe cu tr li. Khch hng cng tr li nhiu th h cng ni chnh xc l do h khng mua hng.
2. L do v l do
Dng t chi th hai l cc l do. Lun c nhng phn ng bn nng trc bt k phng php bn hng no. Chng ti thy hi lng vi nh cung cp hin ti Chng ti rt bn v khng c thi gian cho vic ny. Chng ti c mi th mnh cn ri. Hin chng ti khng c hng th. ch l cc l do. H khng tht s nghim tc. Ngi bn hng s gt u, mm ci, ng ri t cu hi kim sot cuc i thoi. Cch tt nht x l nhng cn tr ban u, gm cc l do v phn hi bc ng l ni : ng vy. Ai trong tnh th ca ngi u cm thy nh vy khi ti mi gp. Nhng ri h tr thnh khch hng thn thit nht ca chng ti v h mun chng ti l bn. Phn hi ny ngay lp tc chuyn tm im cuc i thoi v sn phNm ca bn sang cc khch hng cm thy hi lng. Trong mi trng hp, cu tr li bn nghe thy s l : i, tht khng? L g vy?
3. Li t chi c
C nhng li t chi c . V c rt nhiu ngi khc nhau nn i lc bn s gp phi nhng ngi bt mn hoc gin d vi hon cnh hin ti. V khng th mng m ng ch hoc v/chng mnh, h s trt tt c ln ngi bn hng thn thin. Nhng ngi ny thng suy ngh v hnh ng tiu cc. H ch trch sn phNm ca bn hoc so snh khng hay vi cc i th ca bn. H p t rng gi cao, sn phNm khng tt. Phng php gii quyt li t chi c l hiu rng bn khng phi mc tiu. Khch hng ca bn ang c nhng rc ri ring v chng khng lin quan n bn. Bn ch mc kt trong tnh th xo trn tm l gia h v rc ri ca h. Hy gi bnh tnh, t tin, tch cc v lch s. Thng th hnh ng ca bn s lm du nhng tiu cc t pha khch hng v khuyn khch h ci m hn.
37
4. Yu cu thng tin
Li t chi ph bin th t l yu cu thng tin. y l li t chi m bn c th tr li tt bng hoc tt hn cc phn khc trong cuc bn hng ca bn. Khi khch hng yu cu thm thng tin v kt qu hoc li ch h s nhn c t sn phNm hoc dch v, bn s c t vo v tr hon ho tin hnh v mua bn. Hy s dng tt c k nng x l t chi ca bn. Hy n nhn li t chi. Khen ngi v cm n khch hng v h t cu hi. Tr li cu hi v kt thc bng cu : iu ny gii p thc mc ca anh ch?
6. Li t chi ch quan
Dng li t chi ph bin th su l li t chi ch quan. Li t chi ny nhm vo bn vi t cch c nhn. Khch hng s ni nhng cu nh : C v anh kim kh nh? hoc Bn sn phNm ny gip anh kim c rt nhiu tin phi khng? Khi khch hng ch trch bn, c th l v bn ni qu nhiu v mnh v h ang lm bn tht vng bng vic ch trch v b ngoi hoc thi ca bn. Khi nhn thy mnh ni qu nhiu v bn thn hoc cng ty, sn phNm, dch v, hoc i t, hy dng li v t cu hi. Hy ni v khch hng nhiu hn. Khi t khch hng vo v tr trung tm, bn s khng gp nhng li t chi ch quan hn na.
38
Khi khch hng thoi mi v cho php t cu hi, hy bt u vi cc cu hi m c la chn nh gi khch hng v tm hiu iu h tht s cn.
3.5.
Sau khi x l cu hi t chi, bn c th tin thng n cu hi kt thc: Anh thch sn phNm no hn trong hai sn phNm ny? Anh mun gi ha n n nh hay vn phng? Anh mun gi hng trong tun ny hay tun sau? Nu h tr li bt c cu hi no, vic bn hng c thc hin. Sau , bn hon thin giy t v xin ch k ca h. i khi li t chi cui cng c gi l li t chi tung ha m. ng phn ng d i, ng qu quan trng ha n. Mm ci v ni : Rt nhiu ngi hi nh vy khi mua sn phNm ny.
3.6.
Phng php kt thc bn hng khi vn b t chi rt hiu qu v d s dng. Bn va trnh by xong phn gii thiu v khch hng hiu ngh ca bn cng nh mong mun hng cc li ch. Nhng h ni : Ti khng bit by gi c th mua c khng hay phi i . tm hiu li t chi cn li ang ngn cn vic mua hng, hy ni : Tha qu khch, c v vn cn vi vn khin ngi chn ch. Cho php ti c hi, phi chng l vn gi c? Hy t cu hi lin nhau, t hai cu hi nhng nhn mnh mt cu. Khch hng s tr li, hoc ng, vn l gi c, hoc Khng phi chuyn ny. D h ni g, hy chp nhn mi quan tm ca h v ni Vng tha qu khch, y l mt vn quan trng. Cn vn no khin ngi phi cn nhc na khng?
1. Tm ra l do tht s
Trong nhiu trng hp, khch hng s khng mun ni l do tht s khin h chn ch. H bit khi h a ra l do v bn tr li hp l, h s khng th t chi na v khng cn la chn no khc ngoi vic mua sn phNm ca bn. V vy, khch hng s gi li li t chi. H khng mun ni l do l g. Thnh thong, h a ra li t chi nhng khng phi l l do tht s khin h do d. D khch hng tr li cu hi ny ra sao, hy hi li : Cn l do no khin anh do d khng? Hy tip tc hi cho n khi h ni : Khng, l l do cui cng. L do cui cng h a ra tr li cho mt lot cu hi chnh l tht hay vn ch l li t chi : Ti khng chc ti mua c, hoc Ti khng chc sn phNm ny c th thc hin nhng vic m anh ni.
39
Tha mn cc l do ca li t chi cui cng Bn hy ni : Tha qu khch, y l mt vn quan trng. Nu cu tr li ca ti lm ngi hi lng, ngi s sn sng tip tc ch? Hy im lng v ch i cu tr li. Cui cng khi khch hng ni : Vng, nu anh c th tr li ti s mua ngay, hy tip tc t cu hi : Vy bng cch no, ngi c th thy hi lng? v li im lng ch i h a ra iu kin kt thc. Ti thi im ny ca cuc bn hng, khch hng thng ni : Nu anh c th lm vic ny hoc vic kia hoc Nu thi c th ni chuyn vi nhng ngi tng gp tnh hung ny, ti s tip tc. By gi, bn nm c iu kin kt thc, li t chi mu cht, vn bn phi thuyt phc h mua hng. Hy tin ln v chng t rng bn c th tr li v lm h hi lng, cui cng hy yu cu t hng.
2. Li t chi v gi
Hng nghn khch hng c phng vn sau khi h mua mt sn phNm hoc dch v. Trong khi tho lun vic mua bn, h t ra rt nhiu cu hi v gi c v cc iu kin. Nhng khi c phng vn : L do no khin bn quyt nh mua sn phNm (hoc dch v) ny ch khng phi ca hng khc?, him khi h cp v vn gi c. Chng ti hiu rng iu khch hng mun khng phi l gi thp nht nu sn phNm cng tng t cc sn phNm khc. H mun mc gi hp l, tt v cng bng nht ch khng phi l thp nht. Ti sao vy? L do l v khch hng c gng tit kim bng cch mua cc sn phNm bng mc gi thp nhng cui cng li nhn c gi tr tng ng vi khon tin b ra. Sn phNm v dch v r khin khch hng tht vng. Sn phNm hng hoc h khng c phc v. Do vy, h ch trng nhiu hn vo cht lng ch khng phi gi c. Khng ai mun b mua t Khch hng khng mun nm tin qua ca s. Khng ai mun rng mnh phi tr cao hn mc cn thit, hoc cao hn mc nhng ngi khc tr cho cung mt sn phNm hoc dch v. Tt c chng ta u mun mc gi tt nht nhng chng ta cng hiu rng mc gi thp s km theo nhiu vn hn d on. Khi nhn c li t chi cui cng v gi c, hy nhn vo mt khch hng v m bo rng h ang c mt cuc mua bn tt. Tha qu khch, y l mc gi hon ho. Anh ang c mt cuc mua bn rt tt. Khi anh cn nhc mi th chng ti a ra trong sn phNm ny, anh s thy hi lng.
3. Phn kt gi s
Bn c th s dng cch kt gi s. Khch hng ni : Xin li, ti rt thch sn phNm ny nhng chng ti va tiu ht tin ri. Hy tr li : Tha qu khch, gi s khng phi l vn . Th cn vn no khin ngi do d khng?. Khi t vn nh vy, khch hng s phi ni : Khng, l vn duy nht, hoc Cn mt vn khc. Bt c khi no bn ni : Gi s khng phi l vn ; gi s chng ti c th lm bn hi lng; gi s chng ti c th chy cho ngi xem. Bn lun c th tho g li t chi cui cng hoc iu kin ng. Gi s chng ti c th gim gi thm 100$ na. Gi s chng ti c th x l yu cu ny v gi cho anh vo th 6. Gi s chng ti chuyn hng trong tun ny v ch yu cu thanh ton khi ngi c yu cu vo t sau. Nh vy c c khng?
Bn c th s dng cch kt thc gc nhn bin li t chi thnh l do mua hng. Phng php ny rt hiu qu khi khch hng ngng nhng li t chi hoc nhng li kin quyt khng mua. Khch hng ni: Ti khng th tr hng thng c. Bn p : Nu chng ti c th tng thi gian thanh ton thm mt nm na v mc thanh ton hng thng ch cn cha y 400$, ngi s ng ch? Khch hng c th ni : Sn phNm ca anh khng ph hp vi thng s k thut ca ti. Bn p : Nu chng ti c th chng minh cho ngi thy n ph hp v m bo iu , ngi s ng ch? Khch hng c th ni : Sn phNm ca anh khng ph hp vi thng s k thut ca ti. Bn p : Nu chng ti c th chng minh cho ngi thy n ph hp v m bo iu , ngi s ng ch? Ni cch khc, hy s dng kh nng ca bn ha gii mi li t chi v kt thc bn hng da trn li t chi. a ra cam kt trc Ngi bn hng khng c kinh nghim thng mc sai lm khi nghe li t chi cui cng v ngh quay li cng ty xem xt cch gii quyt vn . Khch hng ni : Ti thch sn phNm ca anh v cn n vo cui tun sau nhng anh li cn n su tun chuyn hng. Thay v ni : ti quay li vn phng v xem liu chng ti c th chuyn hng nhanh hn khng hy ni : Nu chng ti chuyn vo u tun sau, ngi s mua ch? Vi li kt thc gc nhn, khch hng phi ng mua sn phNm khi bn c th tr li iu kin cui cng ca h v phi a ra l do tht s khin h cn do d. Gi cao qu bn ni : Nu chng ti c th bn sn phNm ny vi gi thp hn, anh s mua ch? Khch hng s phi ni : Nu sn phNm vn vy nhng gi thp hn th ti s mua.
41
S dng cch kt thc ny mi ni Mt khch hng ca ti lm vic cho mt cng ty truyn hnh cp bn dch v Pay tivi ti nh. Nhm bn hng tng gp ba thu nhp ca mnh bng cch s dng k nng kt thc ny. Ngi bn hng g ca v ni : Anh c mun ng k Pay TV khng? ngay lp tc khch hng ni : Khng, cm n, ti khng mua c. Ngi bn hng s ni : Chnh v vy anh nn mua, v anh khng th mua c. Cnh ca chuNn b ng li lin m ra, v khch s hi : Sao, anh l g? L do khin ngi khng mua truyn hnh cp hoc a v tinh l do h tin h khng mua c. Ngi bn hng s ni : Ti c th hi mt cu c khng? Lc no anh s lp t Pay TV, c xem cc b phim, chng trnh th thao, kch, ngh thut, cc chng trnh thiu nhi phi khng? Khch hng s ni : Vng, lc no y ti s lp. Chnh v vy anh nn lp ngay hm nay. V chng ti ang c chng trnh khuyn mi c bit, lp t hm nay s l r nht. Min ph lp t v sang thng sau anh mi phi tr tin. Chnh vic anh cho rng mnh khng th mua c l l do anh nn mua ngay hm nay. V sau , hng trm ch h ng k mua dch v ca h. Th trn in thoi i khi, bn c th s dng cch kt thc ngc vi khch hng qua in thoi. u tin, bn gi v t cu hi hng v hiu qu hoc li ch ca sn phNm bn bn hoc t cu hi v li ch ca chng i vi khch hng. Khch hng s p : Ti khng thch. Bn hy p li nhanh chng : Tha qu khch, ti khng ngh l anh khng thch. V vy ti gi cho anh. Khch hng lin ni : Sao c? Bn ni : Tha qu khch, hu ht mi ngi s dng sn phNm ca chng ti u khng thy th v khi chng ti mi lin h vi h. Ngi t quan tm nht li tr thnh ngi hi lng nht vi nhng g sn phNm ca chng ti mang li. Khi anh ni anh khng thch, c ngha y chnh l sn phNm anh ang tm kim. Ti mun ni chuyn vi anh trong mi pht th hin nhng g chng ti c v anh c th t mnh quyt nh. Anh thy lc no hp l nht? Hy lun ngh mt khong thi gian chung chung thay v mt khong thi gian n nh. Anh c ri vo khong 10 sng th 3 khng hay chiu th 4 th ph hp vi anh hn? S d dng hn khch hng ng gp bn co sng th ba hoc th t nu bn ci m v linh hot. Bn cc cuc hi tho Mt triu ph khi u s nghip bng cng vic bn hng din thuyt min ph gii thiu hi tho ba ngy v cch lm giu ca anh ta. Trong cuc ni chuyn, anh ta ch ra rng khng ai c th lm giu bng vic i lm thu cho ngi khc, v c rt nhiu con ng lm giu nu h c hc v rn luyn. S c rt nhiu khn gi ng dy v ni : Ti mun tham gia nhng ti khng tin Trc khi hc cch kt thc ngc, anh ta s thy bi ri trc cu tr li ny. Nhng nu s dng phng php ny, anh ta s ni : Chnh v vy anh nn tham gia. Lc ny, mi thnh gi u mun lng nghe nhng g anh ta sp ni. Anh ta s tr li : Ti c th hi sau khi hc xong anh i lm bao nhiu nm ri khng? Cc thnh gi c th tr li 10 nm hoc 20 nm. Sau , ngi din thuyt s ni : tham gia bui hi tho ny anh s mt 495$ trong hai ngy v c m bo v iu kin. Anh ni anh ra trng v i lm 10-20 nm v khng th tr s tin 495$
42
sao? Chnh v vy anh phi xin, vay hoc n trm c th n bui hi tho hc cch ci thin tnh hnh ti chnh, nh vy anh s khng bao gi phi ni cu ny na. Logic khng th cng li Cu tr li ny logic n mc khng th cng li c. Nhng khn gi ngh mnh khng th tham d bui hi tho bng nhn ra h lm vic sut 10-20 nm m vn nhn ti. Nu h khng tham gia bui hi tho, h tip tc nhn ti trong 10 nm na. Cui bui din thuyt, mi ngi xp hng ng k tham gia bui hi tho. Hy nh, bng cch s dng cch kt thc ngc, bn khng cn phi c cu tr li hon ho tip theo. Cu ni : chnh l l do anh tham gia ph tan mi u t ca khch hng. Cu ni ny s nh thc h v lm cho h ch n bn.
6. Cch kt thc i v tr
Cch kt thc tt bn c th s dng khi khng th tho g li t chi mu cht gi l cch kt thc i v tr. Phng php ny c bit hiu qu khi khch hng khng tr li thng. Khi bn xy dng c mt mi quan h thn thin, trnh by phn gii thiu v khch hng khng ni v nhng g h ang ngh. Bn ni : Tha qu khch, hy i v tr mt lc. Hy t anh vo v tr ca ti v tng tng anh l ti. Tng tng rng anh ang ni chuyn vi mt ngi anh tn trng. Anh gii thiu sn phNm hon ho v h vn khng a ra quyt nh cng khng gii thch l do. Anh s lm g hoc ni g trong hon cnh ? Khch hng s hiu v ni : Ti hiu anh ni g. y l mi quan tm tht s ca ti H s a ra l do tht s khin h do d thc hin cuc mua bn vi bn. a ra kh nng gii quyt li t chi Nu h vn khng a ra cu tr li, bn hy ni : Chng ta ang ni v vn kinh t phi khng? Sau hy im lng v ch i. Khch hng s phi ni : Khng phi vn kinh t, hy ngng li v hi : Vy ti xin hi vn l g? v li im lng? Cui cng khch hng ni : y l iu khin ti quan tm Sau hy p : Tha qu khch, nu chng ti c th gii quyt mi lo ngi ca anh v lm anh hi lng, anh s sn sng tip tc cuc mua bn ch? Nu khch hng ng , bn bn c hng.
7. Cho n li t chi
T chi l phn ph bin v c th on c trong bt c cuc bn hng no. Chng ta u tri qua kinh nghim vi cc sn phNm v dch v ng tht vng. Chng ta khng mun lp li iu na. Nhim v ca bn l phi tht kin nhn, lch s, tch cc, t cc cu hi v cNn thn lng nghe cu tr li. Nu bn nh nhn v kin tr, cui cng khch hng s ni l do h do d v cho bn c hi tr li cu hi ca h v kt thc bn hng.
3.7.
Bi tp thc hnh
1. Lp danh sch mi li t chi m mt khch hng tim nng c th a ra. 2. Phn loi cc cu t chi bn phi nghe v s khng th c nhiu hn su nhm, ri chuNn b cc cu tr li c sc thuyt phc, mnh m cho tng li t chi.
43
3. S dng kh nng sng to gip khch hng hng th vi sn phNm ca bn, thay cho cc lo ngi ca h. 4. Xc nh rng phi thuyt phc c khch hng mua sn phNm hoc dch v ca bn; tp trung vo vic tm kim v chng minh rng h s nhn c nhng li ch quan trng. 5. Coi mi li t chi l yu cu c cung cp thm thng tin v l do thc hin vic mua hng. 6. Chm ch lng nghe khch hng khi h t chi hoc t cu hi; rn luyn k nng lng nghe. 7. Hon thin cu : Ti c th bn cho tt c nhng ai ti ni chuyn, min l h khng ni . Lun kin tr v qu quyt kh khn phi dao ng v mi th c v kh khn phi u hng - Jeremy Collier -
44
4.1.
Trc khi a ra cu hi kt thc bn hng, bn phi chc chn khch hng sn sng. t mt cu hi m bo khch hng khng cn thc mc hay kin phn i no : ng c thch sn phNm ny khng? Nu khch hng tr li : C, cng c v hay y, bn c th t cu hi tip theo : Vy bao gi ng cn n sn phNm ny? Bn c th t mt cu hi khc khi kt thc phn gii thiu sn phNm : Tha qu khch, qu khch cn c cu hi hay vng mc no cn gii p khng ? y c gi l cu hi c cu tr li ph nh. Khi khch hng ni khng, tc l h ni c. n by gi, bn c th a ra cu hi kt thc bn hng.
4.2.
Kt thc mt xch
Mt k nng kt thc tt nht bn c th hc c l kt thc mt xch (cn gi l kt thc tng phn hay kt thc t ng). K nng ny gm mt chui cu hi, cu trc dn theo cu sau v tt c u i hi cu tr li c. Trc khi Internet ra i, bi gii thiu phng php bn hng p dng trong vic bn t in bch khoa c coi l phng php kt thc mt xch hiu qu nht. Rt nhiu ngi khi nghip t ngh bn t in bch khoa rt thnh cng trong kinh doanh v c nhng lnh vc khc nh vn dng hiu qu phng php kt thc mt xch.
1. Chu n b cu hi c n thn
Mt nhm chuyn gia tm l nghin cu v hnh vi cng tho lun trong 6 tun v cng son tho bi gii thiu cho t in bch khoa, h la chn cu ch rt k cng. H chi hn 250.000$ nghin cu thng tin c bn v dnh ton b cng sc hon thnh mt bi gii thiu hon ho. Bi gii thiu gm c 42 cu hi, mi cu hi u yu cu mang li cu tr li c. Chui cu hi bt u t cu chung nht cho n cu c th nht. Mi cu hi u gip bn nh gi s quan tm v kh nng mua hng ca khch hng t m, chi tit hn. V d : ngi bn hng n g ca mt ngi nh, c hn trc hoc khng hn trc v iu u tin h ni l : Xin cho, anh/ch sng y phi khng ? y c v l cu hi n gin, song n gip ngi bn hng xc nh h c h c nn tip tc thc hin bi gii thiu sn phNm hay khng. Nu ngi m ca l mt v khch n chi nh, ngi bn hng s hi liu h c th ni chuyn vi ch ngi nh khng.
2. t cu hi d 45
Cu hi th hai l : Chng ti ang tin hnh kho st cho mt t chc gio dc quc gia khu vc ny. Ti c th hi anh/ch mt vi cu hi c khng? Hu nh lc no khch hng cng tr li c. Mi ngi thch a ra kin, nhn xt ca mnh. Sau , ngi bn hng s hi : Anh/ch c tin vo vai tr quan trng ca gio dc khng? khch hng s tip tc tr li c. n y, ngi bn hng t ra 3 cu hi mang li cu tr li c. Anh/ch sng y phi khng? Anh/ch khng phin tr li mt vi cu hi cho cuc kho st ca chng ti ch? Anh/ch c tin vo li ch ca vic hc i hc khng? Ti c th vo nh ch? Tr li : C Ti c th ngi xung khng? Tr li : C. Chng ti ang thc hin mt phn trong chng trnh quan h cng chng, do , chng ti s li mt b sch bch khoa ton th min ph ti mt s h gia nh c la chn. Gia nh anh/ch c quan tm n vic ny khng? Mt ln na, khch hng s tr li c. Mi ngi u thch nhn min ph. Ngi bn hng ni : Chng ti khng bn b sch ny. Chng ti ch sch li trong phng khch ca gia nh khi hng xm sang chi nh v nhn thy b sch, h s hi anh/ch mua b sch u, anh/ch s ni vi h l nhn c b sch t t chc ca chng ti, nh vy chng ti c th n nh h v ch cho h cch c c b sch tng t. Anh/ch c sn lng lm nh vy khng? Cu tr li cli c lp li.
3. t cu hi theo trnh t
Bi gii thiu vi kt thc mt xch ln lt i qua 42 cu hi, mi cu hi u i hi cu tr li c gip ngi bn hng c th i tip. Nu khch hng mt ln ni khng, cuc ni chuyn s chm dt. Khi kt thc bi gii thiu (m u vi li ngh tng min ph b sch bch khoa ton th nh biu hin thin ch thit lp quan h cng chng), khch hng s mua b sch tr gi 3000$, ng k mua sch trong 10 nm, ng thi nhn mt qu a cu, gi sch hay b sch v th thao ca tr em min ph. Khch hng s vit mt tm sc tr gi 500$ t cc, k vo bin bn cam kt thanh ton trong mt nm, ho hc ch i c tt c sch v gio dc trong nh mnh.
4. Sc mnh ca cu tr li c
Bi gii thiu vi kt thc mt xchc hiu qu cao l v n da trn sc mnh gi m ca cu tr li khng nh. Nu khi bt u bi gii thiu, bn c th a ra cu hi vi cu tr li c, rt kh khch hng c th t chi v sau. Khi bn t ra mt chui t 6 cu hi tr ln m khch hng tr li c, sau khch hng s gt u hoc gn nh ng vi tt c nhng g bn ni. Nu khi bt u bi gii thiu, bn c th a ra su cu hi mang li cu tr li c, khch hng rt kh c th t chi v sau. Nu bn c th t ra su cu hi mang li cu tr li c v li ch ca sn phNm hay dch v bn cung cp, khch hng s hon ton tin vo tnh cht v gi tr ca li ngh.
5. t cu hi ging nhau
Bn c th t nhiu cu hi ging nhau song s dng t ng khc nhau mt cht. V d: Tha qu khch, ng/b c mun tng li nhun khng? Tr li : C. Qu khch c mun iu hnh kinh doanh hiu qu hn khng? Tr li : C.
46
Qu khch c mun lm c nhiu vic hn nhng tn t thi gian hn khng? Tr li : C. Qu khch c quan tm n gii php mang li li nhun cao khng? Tr li : C. Qu khch c mun th gii php ny ngay khng? Tr li : C.
6. a ra li ch ging nhau
Khi khch hng ni c 6 ln lin tip, h s c xu hng tr li c vi hu ht nhng g bn ni, thm ch ngay c khi cu tr li ging nhau, ch n gin c din t theo cc cch khc nhau. Mc tiu ca anh/ch l c lp v ti chnh ng khng? Anh/ch c mun kim c khon li cao nht vi nguy c ri ro thp nht khng? Anh/ch c mun kim c li nhun cao hn so vi ti khon tit kim hay qu th trng tin t khng? Anh/ch c mun nghin cu cng c u t yu thch dnh cho hng nghn nh u t snh si ging anh/ch khng? Nu anh/ch tm thy mt th c th gip anh/ch t c tt c li ch trn, anh/ch c mun th ngay by gi khng? Mi ln bn t cu hi, hng th ca khch hng s tng ln. Mi cu hi c li kch thch lng ham mun c c sn phNm. Mi ln bn a ra cu hi vi cu tr li c, bn gia tng hng phn ca khch hng.
7. La chn t ng c n thn
Nhng mi cu tr li khng s lm gim khao kht mun mua hng. V th cch bn t cu hi c ngha rt quan trng trong vic gip bn lun nhn c cu tr li khng nh t khch hng tim nng. H phi tr li c. c thit k hp l v luyn tp cNn thn, k nng kt thc mt xch l mt phng thc bn hng hiu qu nht t trc n nay. Phng php ny c p dng thnh cng trong vic bn bo him nhn th, dch v ngh nghip, sn phNm gio dc, phn mm v trong rt nhiu lnh vc khc. Khi bn a ra cu hi mang li cu tr li c, bt u t cu chung nht n nhng cu c th, dn dt t im ny n im khc mt cch logic, ham mun mua hng ca khch hng s c th tng ln. Cui cng, n thi im nht nh, h s tht ln : Ti s mua. Bao nhiu tin nh? Bao gi ti nhn c hng? Ti phi k vo u y?
9. M t li ch
47
Khi bn m t li ch ca sn phNm/dch v bn cung cp cho khch hng vi thi chc chn, qu quyt, si ni, cui cng s n thi im khch hng hi : Bao lu th ti c c sn phNm ny? Bi gii thiu vi kt thc mt xch cng logic v c chuNn b cNn thn, bn cng c nhiu c hi bn hng nhanh chng v d dng hn. Bn phi u t cng sc thit k v lm cho bi gii thiu c hon ho, v khi mi th hon ho, bi gii thiu ca bn s c sc hp dn khng th cng li c.
4.3.
Kt thc vi li mi t hng l mt trong nhng th thut c sc thuyt phc nht trong bn hng hin ti. Khi kt thc phn gii thiu sn phNm, bn trc tip a ra li mi mua sn phNm bn va miu t. Nu bn ang tip th mt dch v, hy hi : Ti sao anh/ch khng dng th dch v ca chng ti? Khi t cm t chng ti vo cu hi ny, iu m ch rng ton b t chc ca bn s giang rng vng tay vi khch hng v lm vic ht sc mnh ngi s dng cm thy hi lng. Bn c th hi : Anh/ch c thch sn phNm ti va m t khng? Khi khch hng tr li : C, cng c v hay y, bn phi a ra li mi kt thc ngay lp tc v hi : Vy ti sao anh/ch khng dng th nh? Khch hng s d dng quyt nh chp nhn li mi hy dng th. Nhng khch hng min cng mua sn phNm t nht cng sn lng dng th. Nhim v ca bn l a ra li mi. Tm hiu l do t chi cui cng i khi, khi bn hi : Ti sao anh/ch khng th nh? khch hng s ngh n l do khin h do d. Hy bnh tnh, p li li t chi tht r rng v hi : Li gii thch ca ti gip anh/ch gii p thc mc cha? Sau , hy tip tc ngh khch hng mua hng. Nu bn ang tip th mt dch v, hy ni : Ti sao anh/ch khng dng th dch v ca chng ti? Khi t cm t chng ti vo cu hi ny, iu m ch rng ton b t chc ca bn s giang rng vng vi khch hng v lm vic ht sc mnh khch hng cm thy hi lng. Nu ang bn sn phNm kiu nh xe t hay t lnh, bn c th a ra li mi kt thc nh : Ti sao anh/ch khng ly sn phNm ny nh? hay Ti sao anh/ch khng mua sn phNm ny nh? Ch t cu hi Nu khch hng ni nhng cu nh : Ti khng chc, c l ti nn n sau ny, hay Ti khng bit liu mnh c th mua c khng, hy ti suy ngh thm, bn c th ni : Vng, ti bit tt c nhng iu . Nhng y l loi sn phNm u vit vi gi phi chng. Ti sao anh/ch khng mua nh? Sau , hy im lng tuyt i. Bn s rt ngc nhin khi bit rng rt nhiu khch hng khng th vt qua thi im ny. H ch i bn mi h a ra quyt nh mua hng. Khi bn lm vy, h cm thy rt nh nhm. Thng th h s ni : c ri, ti s mua. Nhiu cch hi Sau y l mt s li mi kt thc chuNn mc. Khi no anh/ch mun c nhn hng? Khi no anh/ch cn n sn phNm ny? Anh/ch mun sn phNm ny c gi n nh ring hay c quan? Anh/ch thch mu no? Anh/ch c mun dng th ngay khng?
48
Anh/ch c cn sn phNm ny ngay khng? Trong mi trng hp, khi bn a ra li mi mua hng, khch hng s ng v tip tc hp tc khi bn a ra li mua hng, khch hng s ng v tip tc hp tc khi bn kt thc v mua bn hoc h s a ra mt l do t chi m bn phi sn sng p li nh sau : ca anh/ch l g ? Khi s dng li mi kt thc, bn s kim sot c cuc i thoi bn hng. Anh/ch c cn gp khng hay n th ba? Nu khch hng ni : Vng, th Ba cng c, tc l bn c v mua bn thnh cng.
4.4.
X l phn i v gi
Chng ta ni n nhng t chi v gi c. Ai cng c vn vi gi c. Nhng lo lng, bn khon v gi c thng xut hin t khi bn cn rt nh cho n nhng vn nhy cm lin quan n tin bc m bn s gp phi trong sut cuc i. Tuy nhin gi c khng phi l yu t quyt nh vic mua mt sn phNm hay dch v. Gi c rt quan trng nhng khng phi tt c.
1. Mt s im cn nh v gi
1. Khng ai c th chi tr mc gi . Khng ai c th tr c mc gi . Khng ai c th tr c mc gi u tin ngi bn hng a ra. D mc gi l bao nhiu th khch hng vn lun cm thy n qu cao so vi k vng ca h. Nguyn nhn ch yu l do khch hng khng c khi nim v mc gi hp l ca sn phNm hoc h cha tin mua sn phNm . Chng ti t chc mt cuc hi tho trong hai ngy cui tun. Ti ng trn sn khNu v ni : V tham d hi tho ch c 495$/ngi. Ngay lp tc, c nhiu ngi i xung cui phng hay gi in cho chng ti ni rng mun tham d hi tho ch c 4,95 la gm tt c cc khon chi ph. Thay v 495$, h ngh chng ti ang ni v mc gi 4$ v 95 cent. Thm ch, h cn ngh gim gi. H khng c khi nim v mc gi hp l tham d mt cuc hi tho hai ngy t chc khch sn hng nht hay trung tm hi ngh, v th h rt sc khi bit mc gi tht. Hin tng ny kh ph bin. Kh nng ti chnh ca mi ngi u c hn. Khi bn a ra mt mc gi, khon tin s gi ra nhiu loi hng ha khc m khch hng c th mua vi chng y tin. y c gi l nguyn tc la chn theo phng php loi tr. Tt c mi la chn u m ch vic loi tr mt th khc. Vi tt c mi th bn mua, lun c mt th bn khng th mua. Mi ngi thng rt coi trng quyn t do la chn. Khi mua mt sn phNm no , bn phi t b mt s chn la khc. La chn ca bn b hn ch v bn gim bt s tin ang . y l l do ti sao khi gi c a ra, bt k l bao nhiu, mi ngi vn t ng ni : Ti khng tin mua. Ln u tin bn ni v gi ca sn phNm, khch hng rt ngc nhin. V vy, bn cn dnh thi gian miu t gi tr ca sn phNm hay dch v bn cung cp trc khi cp n gi. 2. Sn lng tr tin hon ton khc kh nng chi tr. Sn lng tr tin v kh nng chi tr l hai vic hon ton tch bit. Khng ai sn lng tr bt c mc gi no bn a ra. Khng ai mun phi chi tin v iu hn ch la chn ca chnh h. Nhng kh nng chi tr ca khch hng li l chuyn hon ton khc. Mi ngi c th mua mt sn phNm hay s dng dch v nu thy cn thit. Mc tiu ca bn l gia tng thi sn lng tr tin bng cch kch thch ham mun mua hng. Nhn mnh v lp li nhiu ln li ch khch hng c c khi mua sn phNm hoc s dng dch v s gip bn t c mc tiu ny. Khch hng cng khao kht c c sn phNm, h cng t nhy cm vi gi c. Thuyt phc khch hng rng gi tr ca sn phNm ln hn nhiu so vi chi ph. H phi hon ton b thuyt phc rng li ch h nhn c ln hn nhiu so vi mc gi bn a ra.
49
C gng tr hon vic thng lng gi c bt c khi no c th. Hy tp trung ni v li ch. Nh vy, khi cp n gi, khch hng s cm thy mc gi bn a ra c v khng qu cao. 3. cp gi khng ng lc s lm hng cuc bn hng. y l nguyn tc c bn trong bn hng. Nu bn cp n vn gi c trc khi khch hng quyt nh mua sn phNm hay s dng dch v, h s thy mt hng v nh vy giao dch mua bn s chm dt. Thng thng, khi bt u cuc giao dch khch hng s hi : Ci ny bao nhiu tin? Khi , khch hng khng c cht khi nim no v sn phNm bn ang bn. H khng bit c c tnh v li ch bn mang li hay h c li g khi s dng sn phNm bn ang bn. Nu bn ra gi trc khi khch hng bit nhng iu ny, h s khng c cn c i chiu, so snh vi mc gi. Khi gi c s thnh trng tm ca cuc giao dch, v chc chn khch hng s tht ln : Gi cao qu. Ti khng tin tr.
3. Lng trnh cu hi v gi
Khi mi bn hng, ti thng ni gi mong khch hng lng nghe ti ni. Nhng khi lm vy, ti ch nghe thy cu tr li : Ti khng thch sn phNm ny? V khch hng dp my. Ti nhn ra rng nu a ra gi trc khi c gii thiu v sn phNm, ti s khng kp lm g nn ti tm cch x l cu hi v gi. Chng ta c th on khch hng s hi : Ci bao nhiu tin? Tha qu khch, l phn th v nht! Ti vui v p. Nu n khng tht s ph hp vi qu khch, qu khch s khng mt mt xu no. anh l g? Ti p : Tha qu khch, nu sn phNm ti gi in gii thiu vi qu khch khng ph hp vi yu cu ca qu khch, chc chn qu khch s khng mua, ng khng? Khch hng s ni : Phi, ti s khng mua. Vy nu qu khch khng mua, qu khch s khng mt mt xu no. Khi ti ni vy, khch hng s ni : Thi c ri, vy sn phNm ca anh l g? chnh l th ti mun gii thiu. Ti ch xin 10 pht, ti c mt th mun cho qu khch xem. Sau , ti hn gp trc tip khch hng trong khong 10 pht.
4. Mu s chung
Khch hng lun tr gi ngay t u v tin lun l mu s chung trong x hi. n v tin t, d l ng la, euro hay franc lun l thc o chuNn mc trong cc hot ng giao dch. Chng ta tm hiu, i chiu sn phNm v dch v bng cch tm hiu mc gi ca chng. Gi c cho ta bit sn phNm hay dch v ng u trong th gii ny. Chng ta hi gi chng ta c th t mt sn phNm hay dch v c th vo trong vn hiu bit, tri nghim ca chng ta.
50
Bn ngh ti sao mi ngi li ni v thi tit? l v mi ngi c th hiu thi tit. l mu s chung khc trong x hi. Thi tit c nhng tc ng ging nhau n mi ngi. Hi gi ca bt c th g cng ging vic bnh lun v thi tit. Nhng bn phi lng trnh cu hi ny nu n c a ra qu sm trong giao dch mua bn.
5. L do ca li t chi v gi
T chi v gi l cch khch hng cho bn bit bn vn cha cung cp bng chng chng minh rng li ch ca sn phNm ln hn so vi mc gi. V l do ny, hy ng bao gi tranh lun v gi. ng bao gi ni mc gi bn a ra l hp l, phi chng hay tha ng D khch hng ni g v mc gi ca bn, hy lun ng . Sau , tip tc ni mt s iu : Tha qu khch, r rng sn phNm ny khng r, nhng c mt s l do hp l gii thch cho mc gi ny. Hy ti gii thch l do chng ti t ra mc gi nh vy hoc C mt s l do hp l gii thch ti sao hng nghn khch hng thch nghin cu sn phNm ny cNn thn, so snh vi sn phNm ca cc hng khc ri quyt nh mua n d bit h c th mua sn phNm tng t vi mc gi thp hn. Qu khch c mun bit l do l khng?
6. T ho v mc gi
Nu bn a ra mt mc gi cao, hy t ho v mc gi . Khi khch hng phn nn : t qu!, bn c th ni : ng vy, tha b. Thc t, chng ti l hng cung cp dng sn phNm t nht trn th trng. Hin ti, hng chng ti bn c nhiu sn phNm nht t trc n nay. B c mun bit l do ti sao d chng ti a ra gi cao hn song vn c rt nhiu ngi mua sn phNm v s dng dch v ca chng ti khng? Thng bn s nhn c cu tr li c khi hi nh vy v bn c c hi ni v li ch v gi tr ca sn phNm.
51
Trong bi gii thiu sn phNm, ti thng chn thi im c th gii thch v mc gi. Khi khch hng bit ti bn sn phNm g v l do ti sao l la chn tuyt vi nht dnh cho h, ti s ni : Ti tin l b rt mun bit sn phNm ny gi bao nhiu? Nhng gi c khng c cp trc thi im . Ti khng ni v gi cho n khi quyt nh n lc thch hp. Nu cu hi v gi c a ra sm hn, ti tr hon tr li. hn ch nhy cm v gi, bn phi lin tc nhn mnh vo gi tr khch hng nhn c thay v s tin h phi tr. Ni v li ch, cng dng m sn phNm mang li cho ngi s dng thay v chi ph ca sn phNm.
52
Khi khch hng ni : Hnh nh l t qu, bn c th p : Tha qu khch, y l mt s hng cnh tranh chnh ca chng ti. y l sn phNm h cung cp, cn y l mc gi h a ra. Qu khch c th thy, so vi cc hng khc, sn phNm ca chng ti c bn vi gi rt hp l. Mu s chung nh nht Bn c th gim li phn i gi bng cch so snh gi vi mu s chung nh nht. So snh gi bn a ra vi mt lon Coca-cola hay mt tch c ph. Mt s ngi so snh sn phNm ca mnh vi mt chai ru hay mt kt bia/tun. Mt s khc li so snh sn phNm ca mnh vi mt ba ti ngoi mt ln/thng. So snh mc gi ca bn vi mt th khch hng thng s dng.
53
Khi khch hng rng r, vui ti hn v bt u quan tm n li ngh c tnh u i ca bn, iu c ngha l h c th mua. y chnh l thi im bn vn dng ti a c sng to ca mnh. Mua mt chic xe Mercedes Cch y vi nm, ti nhn thy mt doanh nhn thnh t li chic xe Mercedes Benz 450 SEL mu bc xm, bn gh bc da xanh. K t giy pht , tt c nhng g ti ngh l c s hu mt chic xe nh vy. Mt ngy khi ti ang cho hng cho mt hng bn xe t, ng tng gim c ni : Ti c mt chic xe hon ho dnh cho anh. Hy li y v nhn ra ngoi ca s. Ngay di ca s tng hai l mt chic xe Mercedes 450 SEL bn ch mu bc xm. l chic xe trong m ca ti. Nhng phn ng u tin ca ti cng ging mi khch hng khc. Tht tic, ti khng tin. t qu. Chic xe trng rt p nhng n khng dnh cho ti. ng tng gim c l ngi rt thnh tho v ti gii trong lnh vc bn t. ng ni : C th anh ng. C th chic xe khng ph hp vi anh ti thi im ny. Nhng nu chng ti i chic xe vi chic xe hin ti ca anh, anh khng phi mt ng no trong khi vn c c hi li chic xe kia th anh ngh sao? Ti rt sung sng nhng vn ni : Ti khng tin. V gim c ni tip : Brian ny, nu chng ti cho anh vay ton b s tin mua xe, anh ngh sao? Khi v gim c tnh s tin tr gp hng thng, ti p : Ti khng th tr tng y tin trong mt thng. V gim c lin ni : V y l mt chic Mercedes, chng ti c th ko di thi gian tr gp t 3 nm thnh 5 nm. Anh c th tr c trong khong thi gian ch? Ti cha bao gi c c c hi nh vy. H ly chic xe i ly tin mt. H cho ti vay s tin cn li thng qua mt trong cc ngn hng ca chnh h ng thi ko di thi hn thanh ton thnh 5 nm. V ti mua chic xe qua cng ty ca ti, ti c th b li sut v khu hao. Khon tin ti phi tr cho chic Mercedes ch l 125$/thng. l mt trong nhng chic xe p nht ti tng s hu. im ti mun nhn mnh l lun c cch bn c hng nu khch hng rt mun c sn phNm. Bn cn sng to. Khi khch hng t ra ham mun mnh lit c s hu v s dng sn phNm, hy tm cch nguyn vng ca h thnh hin thc.
13. Tin no ca ny
Khi gi cao hn d on ca khch hng, h s ni : Gi cao hn ti ngh. Ti khng th mua sn phm ny vi gi r hn sao? y l cch bn tr li. Trc ht, bn hi : Tha qu khch, bao gi ng/b nhn c ci g min ph cha? Khch hng tha nhn h cha bao gi nhn c min ph. Hy ni tip : Tha qu khch, bao gi qu khch mua mt mn no vi gi r nhng c cht lng tt cha? Sau vi giy suy ngh, khch hng li tha nhn h cha bao gi mua c ci g r m c gi tr. Cui cng, bn hi : Tha qu khch, khng phi l tin no ca ny sao? Khi khch hng ng vi iu , bn c th ni : Tha qu khch, y l mc gi hp l v th trng cng cnh tranh gay gt. Chng ti bn sn phNm ny vi mc gi thp nht c th v vn duy tr hot ng kinh doanh. Nu qu khch mun c mt sn phNm cht lng co, bn v nhiu cng dng, li
54
ch th thnh thong qu khch nn co ko ngn sch vi ch khc c c khon tin qu khch cn. iu khng ng sao?
15. Xc nhn ca ngi bn hng khng phi l bng chng thuyt phc
ng bao gi qun trong mt ca khch hng, xc nhn hay khng nh ca ngi bn khng phi l bng chng thuyt phc. Bn ni iu g ng khng c ngha l n cng ng theo quan im ca khch hng. Bn bit mnh khng ni di, nhng khng phi ai cng bit iu . Khch hng tin rng bn ph nhng nh sng p, lung linh nht ln sn phNm ch bn c hng. Khi bn ni : Sn phNm ny c mc gi rt cnh tranh, iu khng c ngha g. Nhng khi bn a ra bng so snh gi ca mt t bo, tp ch hoc bng bo gi gn y ca cng ty cnh tranh, c th l bng chng hp l. Khi bn ni : B s rt hi lng vi sn phNm ny, khch hng s p : Chc chn l nh vy. Song h vn nghi ng. Nhng nu bn a ra li khng nh trn km vi mt bc th chng nhn ca mt khch hng hi lng vi sn phNm, bc th l bng chng thuyt phc.
4.5.
Kt thc ti hu th
Mt nguyn nhn dn n s chn nn trong bn hng l khi khch hng chn ch quyt nh mua hng. Bn thng phi tm cch i ph vi nhng khch hng chm chp, l m. H khng ni c v cng chng ni khng. H mi suy ngh v sn phNm . H bn bc vi ngi khc, xem xt, tham kho sn phNm vi k ton
55
y c th tr thnh vn phc tp. Bn mt rt nhiu thi gian gp khch hng. Bn khng mun mt ton b khon u t nhng khng bn c hng v cng khng kim c tin hoa hng. Bn phi lm g by gi? Trong trng hp ny, bn c th vn dng k nng kt thc ti hu th hay cn c gi l chm dt qu trnh kt thc l th hay kt thc bt ng. Phng php ny cho php bn kim sot qu trnh v gii quyt v mua bn. Cn cu hay rt mi thc hin phng php ny, trc ht hy in vo hp ng mua bn ng nhng iu c tho lun ri gi in v ni vi khch hng rng bn cn gp h tho lun v mt s vn mi ny sinh. Bn n nh h rt nhiu ln v vy khch hng s ng gp bn m khng h nghi ng. Khi bn bc vi khch hng, hy nhn vo mt h v ni : Tha qu khch, ti suy ngh k v chuyn ny, y c th l tng c li cho ng/b nhng cng c th khng. Nhng d th no, chng ta cng nn a ra quyt nh ngay by gi. Qu khch ngh sao? Ti in vo hp ng nhng g tho lun v nu ng/b cho php, chng ta c th k hp ng ngay. Bn ly hp ng mua bn in y , nh du vo bn cnh dng ch k, t bt ln trn bn hp ng v Ny qua cho khch hng. Sau im lng ch i. Theo kt qu nghin cu v vic vn dng k nng kt thc ny, 59% khch hng s nhn vo hp ng, nhn bn, ri li nhn hp ng v cui cng t bt k. V mua bn c thc hin hnh ng. 41% khch hng cn li cng tri qua qu trnh tng t nhng Ny hp ng tr li pha bn v quyt nh khng mua. D bt k trng hp no, bn cng c t do tip tc pht trin s nghip bn hng ca mnh.
4.6.
Tm quan trng ca gi c?
Chng ta ni n chuyn khch hng c rt ngn cuc giao dch bn hng. H thng ni : Ch cn cho ti bit gi, ti s ni ti c thch sn phNm ny khng. Cu tr li hp l l : Tha qu khch, phi chng gi c l iu duy nht ng/b quan tm? C phi ng/b quyt nh mua loi sn phNm quan trng ch cn c vo mc gi thp nht? Khi bn hi nh vy, tt c khch hng u tr li khng. Bn ni : Ti bit gi c rt quan trng nhng cht lng, s m bo, bo hnh, dch v giao hng v sau bn hng cng rt quan trng. Chng ti khng th bn vi mc gi thp nht song chng ti c th cung cp dch v tt nht trn th trng m gi c ch chim mt phn nh. ng/b thy th no? Nhit tnh t cu hi cng nh kh nng t cu hi v l do khch hng do d s gip bn m c mi cch ca. Sn sng mi khch hng t hng bt c khi no c c hi s gip bn lt vo nhm 10% nhng ngi dn u trong lnh vc ca bn. Ngh thut t cu hi ngc v kt thc bn hng l nhng k nng bn hng cc k cn thit bn c th hc v hon thin bng cch luyn tp chm ch.
4.7.
Bi tp thc hnh
1. Lp danh sch nhng li phn nn hay t chi v gi bn c th gp; thit k cu hi cho tng tnh
hung bn c th x l khi ri vo tnh hung . 2. Tri u gi trn vng i ca sn phNm hay dch v; quy ra mc gi theo ngy v lit k nhng mt hng hay sn phNm c mc gi tng t? 3. Chn mt khch hng bn gp mt nhiu ln nhng cha cho bn bit quyt nh; n gp h v th p dng k nng kt thc ti hu th.
56
4. Xc nh nhng li ch chnh khch hng nhn c khi mua sn phNm; hy ngh ra nhiu cch nhn
mnh cc li ch ny bt c khi no khch hng c thi phn i gi. 5. Thit k bi gii thiu c kt thc mt xchcho sn phNm; vit mt lot cu hi cbn c th hi, t cu chung nht n cu c th nht. 6. ChuNn b bng chng ng h nhng g bn ni kch thch khao kht mua hng v x l nhng li t chi; trnh lm dng nhng li khng nh ch quan khng c khch hng nh gi cao. 7. Vn dng kh nng sang to ca bn tm ra nhiu cch gii quyt nhng cn tr; lc no cng c gii php tho g vn . Kin nhn v bn b em li hiu qu k diu m khng mt ro cn hay kh khn no c th cn tr John Quincy Adams
57
5.1.
Kt thc ph
K nng kt thc ph rt d vn dng v kh ph bin. Bn kt thc bng cch t cu hi v chi tit ph trong phn gii thiu sn phNm. Nu khch hng ng vi chi tit ph ny, h s quyt nh mua hng. V d, nu mt ngi ang cn nhc vic mua mt chic t, t lnh, bp hay mt s sn phNm khc c th s dng lu di, hy vn dng k nng kt thc ph bng cch hi ng/b thch mu xanh da tri hay xanh l cy?. Mu sc ch l vn ph. Mua sn phNm mi l vn chnh. Nu khch hng ni thch mu xanh da tri, ngha l h quyt nh mua sn phNm. Hi v cch giao hng Mt cch s dng kiu kt thc ph khc l hi : ng/b thch giao hng tn nh hay ly lun by gi?. Phng thc giao hng ch l vn ph. Nhng khi khch hng ni mun ly ngay, h quyt nh mua hng. Kt thc ph khng phi l mnh kho. Ngi bn hng chuyn nghip khng s dng mnh kho, th thut hay mu trong bn hng. Kt thc ph ch gip khch hng vt qua thi im do d hay cng thng xut hin khi quyt nh mua hng. Bng cch chuyn ch ca khch hng sang cc vn ph, bn s gip h quyt nh d dng hn. iu ny c li cho c bn v khch hng. a ra la chn Nu khch hng ang cn nhc vic mua t v khng th quyt nh, bn c th hi : Nhn tin ti xin hi b mun s dng lp ca nh my hay ca hng Michelin? Nu khch hng ni : Ti thch lp ca hng Michelin, ngha l h quyt nh.
58
Sau hy ni : Vy hy tho loi lp ny ra v lp loi lp kia vo, sau b c th li chic xe ny Khi p lc mua hng c gii to bng cch hng khch hng tp trung vo vn ph, hy tip tc ni v cc chi tit khc.
5.2.
Kt thc la chn cng gip khch hng vt qua p lc khi a ra quyt nh mua hng. Bn c th vn dng th thut ny theo nhiu cch. Phng php ny cho php khch hng la chn ci ny vi ci khc, thay v la chn gia ci ny v khng g c. Ngy nay, khch hng rt tn sng ch ngha c nhn. H thch la chn hn l ti hu th. Thay v mi khch hng mua sn phNm v hi : ng/b c thch mua sn phNm ny khng?, hy mi khch hng mua sn phNm bng cch khc. ng/b thch ci mu hay ci mu xanh? ng/b thch c ln hay c va? ng/b thch loi cao cp hay loi thng? D khch hng chn ci g, h cng quyt nh mua. a ra la chn v phng thc thanh ton hoc giao hng kt thc thng lng mua bn, hy a ra la chn v phng thc thanh ton hoc giao hng. Nu bn bn t lnh v loi t ch c mu trng, hy hi : ng/b mun c giao hng trong tun ny hay tun sau?. Theo cch ny khch hng vn c quyn la chn. Nu bn bn sn phNm phi vt cht, v d nh bo him nhn th, bn c th hi : ng/b mun th c gi theo a ch nh ring hay gi n vn phng? D khch hng la chn th no th v mua bn cng thnh cng.
5.3.
Kt thc mc nh
Kt thc mc nh l cch hiu qu nm quyn kim sot qu trnh bn hng. Hy bt u bng cch t cu hi xc nhn, v d nh : ng/b thch sn phNm ny khng? Nu khch hng tr li : C, nghe c v hay y, bn c th mc nh rng khch hng ni c vi vic mua hng. Bn phi hnh ng nh th h va ni : Ti s ly ci ny, bc tip theo l g? Vng, vy bc tip theo l... Tip tc trnh by k hoch hnh ng, iu g s xy ra. Ly ra mu t hng, hp ng hoc bin bn tho thun, ri bt u in vo . Chng ti cn ng k nhn vo mu ny, mt tm s tr gi 1.250$ v chng ti s giao hng cho ng vo th T tun sau. ng thy th no? Thng thng, khch hng gn nh s ng khi bn lm giy t. Hy kt thc giao dch cng nhanh cng tt. Kim sot cuc bn hng u im ca kiu kt thc mc nh l n cho php bn kim sot giao dch. Khi bn ni : Vy bc tip theo l..., ri trnh by k hoch hnh ng, khch hng ch c hai la chn : mt l nghe theo bn; hai l a ra li t chi khc. y c gi l kt thc thng lng mua bn. Thay v tip tc tho lun vic mua hng, hy ni v quyn s hu v s dng sn phNm. Hng ch ca khch hng n vic s hu sn phNm v khch hng khng cn ch n vic tr li c/khng m ch tp trung n phng thc thanh ton v giao hng.
59
kt thc thng lng mua bn, hy hi : ng/b c mun bc li khng? hay ng/b thch tr bng tin mt hay th tn dng? C hai cu hi u cho khch hng c hi la chn c/khng v nhng la chn bn xut v cho php bn kt thc v mua bn d dng. Hi a ch hoc thi gian Cch vn dng n gin k nng kt thc mc nh cui phn gii thiu sn phNm l ly bt ra, lic nhanh v pha khch hng v hi : a ch nh ca ng/b l g? Sau ly hp ng v chuNn b in vo . Bn c th thy on kt ca mt b phim hay mt v kch c dn dng rt k. Kt thc ngu nhin khng din ra, khng n gin ch xy ra cui b phim hay v kch. on kt c dn dng c ch tc ng ti a vo thi im hp l. Do , bn phi chuNn b k hoch kt thc k lng. Khi chuNn b kt thc, bn phi bit chnh xc mnh sp lm g v chuyn qua khu kt thc chnh xc v nhanh gn.
5.4.
Kt thc bng cch ngm m ch khch hng khng mua c sn phNm l phng php hu hiu gip khch hng cn do d a ra quyt nh. y l hnh thc bin tu ca k nng kt thc thng lng mua bn hay kt thc mc nh. Khi khch hng nghe bn trnh by v rt hng th vi ngh ca bn, nhng c v h khng th quyt nh, hy dng bi trnh by li v ni : i ti mt cht no, trc khi tho lun chi tit hn, hy ti kim tra v m bo rng chng ti vn cn sn phNm ny. Trong bn l, nhn vin bn hng thng ni : ti xem v m bo rng chng ti vn cn c ca ng/b (hoc c mu ). Nu khch hng bn gi in cho kho hng hay i xung bung cha xem liu cn sn phNm hay cn kch c, mu sc h yu cu khng, h v tnh a ra quyt nh mua hng. Khi xc nhn vn cn hng, hy coi nh bn bn c hng v nhanh chng in vo n hng. Xc minh qua ngi khc vn dng k nng kt thc ny, bn c th dng li cui phn gii thiu sn phNm ri ni : ti kim tra vi ngi qun l xem liu c th giao hng ngay khng. ng/b c th i mt giy khng? Nu khch hng ni : vng, nh c kim tra i, tc l h quyt nh. Bn c th vn dng k nng ny mt cch quyt on bng cch ni : Ti sao ng/b khng cng ti n gp ngi qun l xem chng ti c th... Nu khch hng i theo bn, h d nh mua hng. Mua qun o K nng kt thc ny c th p dng vi khch hng mi thi im, c bit l khi khch hng i mua qun o. Mt khch hng ng ngm mt b qun o, nhng vn khng th a ra quyt nh. Khi , ngi bn hng s ni : Xin b i mt pht... Trc khi chng ta c th bn lun chi tit hm, ti kim tra xem chng ti cn c ca b khng. Khi bn cc mt hng s dng lu di, c bit l t, ngi bn hng thng ni : Chng ti bn gn ht mu ny ri, kiu ny ang rt thnh hnh. ti xem chng ti cn kiu ny vi mu b thch khng. B c th i y khng? Nu khch hng ni Vng, tt nhin tc l h quyt nh mua nu bn vn cn chic xe theo thch ca h.
60
Ni lo khng mua c hng s thc y khch hng quyt nh Cch y khng lu, ti bn nh. Lc tnh hnh kinh t hi m m v khng c nhiu ngi c kh nng mua nh vi gi . Ti rao bn nh vi mc gi 275.000$. Ti nhn c li ngh mua vi gi 240.000$. Khch hng ngh c th mua ngi nh ca ti vi gi r hn do nn kinh t ang chng li. Trc khi ti quyt nh c chp nhn mc gi hay khng, mt khch hng khc xut hin. Thm ch trc khi xem ngi nh, v khch mi ny ni rt thch ngi nh v s ra gi ngay lp tc. Chng ti giao dch li vi khch hng u tin v a ra mc gi cht l 255.000$. Chng ti ni rng c mt ngi na n xem nh v nu ng khng ng mua vi mc gi ny, chng ti s bn ngay cho ngi khc vi mc gi cao hn. Vo m trc khi khch hng th hai n xem nh, khch hng u tin gi in cho chng ti v chp nhn tho thun mua nh vi mc gi 255.000$. V sau, chng ti bit v khch th hai khng chp nhn mc gi cao nh vy, nhng ngh b nng mt ngi nh gic khch hng u tin nng mc gi ln v hon tt tho thun mua nh. Kiu mua bn ny din ra mi lc, mi ni. Mi ngi khng bit h cn mt sn phNm hay dch v nh th no cho n khi bn m ch rng h c th khng mua c sn phNm . i khi, ch n lc bn cnh bo s mang sn phNm i, khch hng mi mnh dn quyt nh.
5.5.
Khi sn phNm ca bn c nhiu li ch v c im ring, bn c th th p dng k nng kt thc bng cch tm tt. Khi bn kt thc phn gii thiu sn phNm, hy ni : Vy l chng ta c rt nhiu thng tin. Hy ti tm tt mt s im ri ng c th a ra quyt nh. Nh vy c c khng? Hy cho nhng c im ring khi dy hng th, nhng li ch khi dy khao kht mua hng. Mi ln bn nhc li mt li ch c ngha, khao kht mua hng ca khch hng s tng ln. Nu bn m t y li ch, cng dng, ham mun mua hng ca khch hng s tng ln v s chm n ngng m khch hng phi t tht ln : Ti s ly ci ny. Bao lu th ti nhn c hng? p dng phng php kt thc bng cch tm tt, hy im qua tng c tnh v li ch v nhc li rng khch hng c th c li g t mi c tnh . Mi ln bn trnh by mt c tnh v ch ra li ch m h nhn c, khch hng cng khao kht c s hu sn phNm hay dch v ca bn. Nu bn nh p dng k nng kt thc bng cch tm tt, hy lp danh sch cc c tnh hp dn nht ca sn phNm v sp xp theo mc quan trng. ChuNn b phn gii thiu ln lt trnh by cc c tnh . Quan st khch hng tm ra mt hoc hai li ch h quan tm nht, ri nhn mnh nhiu ln cc li ch ny trong phn gii thiu sn phNm. Sau khi p dng k nng kt thc bng cch tm tt, ham mun mua hng ca khch hng s tng n mc cao nht. Khi hy hi : Ti cung cp thng tin cha? Nu khch hng ni c, hy coi nh bn c c li ng mua hng ri hi tip : Khi no b mun nhn hng?
5.6.
y cng l mt k nng kt thc ph bin. Mi nm, c n hng t$ sn phNm c bn ra nh vo k nng ny. Phng php ny cho php khch hng s, nm, cm nhn, nm gi hay dng th sn phNm hoc dch v.
61
K nng kt thc kiu cn cng bt ngun t mt chin lc do ch ca hng th cng ngh ra bn vt nui cho con ca nhng cha m kh tnh. V nhiu l do khc nhau, c bit l t kinh nghim nui ch, nhiu cha m khng mun con mnh nui ch. H s ch ch s tiu by, rng lng, gm c, sa ba bi, rn ... Nhng h rt yu bn tr. n thi im no , a tr thch th vi tng nui mt ch ch nn n s sut ngy hi xin c nui mt ch ch nh cho n khi b m ng i n ca hng bn th cng v ch xem thi. Ch ca hng th cng rt ch n thi ho hng ca a tr. ng cho a tr xem nhiu ging ch khc nhau. Khi a tr thch ch ch no m b m chng vn do d, ch ca hng s ni : Ti sao gia nh mnh khng mang ch ch v nui th trong my ngy cui tun ny nh? Nu khng thch ch ch ny, cc bn c th mang tr vo ngy th Hai v ti s hon tr ton b s tin. Cha m thm hy vng a tr s ht hng th vi ch ch nh khi ht my ngy cui tun, v vy h ng mang ch ch v nh. Trong nhiu trng hp, kin ca cc bc ph huynh rt ng. a tr khng cn hng th vi ch ch nh na nhng chnh h li yu qu ch ch. n ti Ch nht, h mun nui ch ch hn c a tr. V cuc mua bn thnh cng. khch hng dng th C nhiu cng ty kinh doanh thnh cng khuyn khch khch hng dng th sn phNm trc khi quyt nh. Hin nay, mt s cng ty cho php khch hng dng th t mi trong vng 30 ngy. H cam kt nu sau 30 ngy khch hng khng thch chic xe, h s hon tr ton b s tin. Khi my photo Canon xm nhp th trng M sau khi ng k c quyn ca hng Xerox ht hn, Canon tin hnh mt chin lc tip th rt n gin. Ngi bn hng ca hng Canon n cc doanh nghip v ngh t mt my photo dng th min ph trong vng mt thng. Sau mt thng, nu ch doanh nghip khng hi lng vi chic my photo, h ch cn gi in n hng mang my i. Nhng nu ch doanh nghip thch chic my photo, h s cho doanh nghip thu lu di vi mc gi hp l, dch v tuyt vi cng mi c tnh v li ch hin ti doanh nghip vn cha c khi s dng my photo ca hng cnh tranh. Ti tng c c hi lm vic vi mt cng ty cho mn hng trm my photo. Khng lu sau, hng ny chim lnh ton b th trng my photo dnh cho cc doanh nghip trong thnh ph. S dng my photo ca h rt th v nn khi doanh nghip dng th trong mt thng, cc nhn vin s u tranh gi chic my li v tng kh bt c th g h s dng. Xoa du thi phn i t nhin Khch hng thng nghi ng v sn phNm hay dch v mi. Nhng con ngi c thi quen. Nu dng th ci g v thch, h s nhanh chng yn tm vi n. Khi h thy yn tm, h thng tip tc s dng sn phNm . Khi cho bn mt sn phNm hay dch v m bn cho rng chc chn s lm khch hng hi lng, hy h dng th. Khi khch hng dng th trong mt khong thi gian, bn c th bn c hng d hn bn ngh. ngh dng th min ph Chng ti cung cp dch v kho ct gi c nhn vi hng trm phng cho thu. Nhiu ngi c kho cht nch v y rc ri nhng h cha bao gi ngh n vic tha vo kho ct gi c nhn. gii quyt vn ny, chng ti ngh h dng th mt thng. H c th chuyn ton b c tha n kho ct c nhn trong vng 30 ngy. Nu khng hi lng, h c th tr li v chuyn c v nh. Khi c tn hng s thun tin vi phng kho rng ri, rc ri c dn sch, ng thi chuyn mi c t s dng n phng ct gi c nhn, mi ngi khng mun mt thi gian v gp phin toi khi
62
chuyn ton b tha tr li nh. H coi kho ct gi c nhn l 1 phn ca ngi nh, ging mt phng m rng thm cho php h cha c t s dng. y chnh l l do dch v cho thu kho ct gi c nhn li tr nn ph bin khp ni. y chnh l v d hon ho cho cch kt thc kiu cn cng.
5.7.
y l mt k nng kt thc c in nht. Phng php ny c chnh khch M, nh sng ch v nh ngoi giao, Ben Franklin pht trin nm 1765. L do phng php ny ni ting v y l hnh thc kt thc hon ton tng ng vi cch chng ta a ra quyt nh quan trng. Tr khi hnh ng theo cm tnh v hp tp, trc khi a ra quyt nh quan trng, bn nn suy ngh thu o, cn nhc nhng l l tn ng v phn i quyt nh , c tch cc v tiu cc. Phn tch l do ng h vic mua hng ri so snh vi nhng l do ngn cn. n cui qu trnh phn tch ny, hy cn nhc v so snh cc bng chng ri quyt nh c hay khng. Phng thc kt thc kiu Ben Franklin tun theo qu trnh ny. n cui v mua bn, bn c th ni mt s iu nh : Tha qu khch, qu khch mun a ra quyt nh sng sut ny ng khng?, ng nhin ri. S dng giy Bn ni : Vy chng ta hy s dng phng php Ben Franklin rt hay c p dng khi ng mun a ra quyt nh quan trng. Franklin l mt trong nhng ngi a ra quyt nh gii nht thi i ca ng. Khi mun a ra quyt nh, Ben Franklin thng ly mt mNu giy v ng k mt ng gia. mt bn, ng vit tt c l l ng h quyt nh ca ng, cn bn kia ng lit k tt c l do phn i Sau bn ly mNu giy v vit : L do ng h u mt ct v L do phn i u ct cn li. Bn ni tip : Chng ta hy nghin cu mt s l do chng t sn phNm ny c th l la chn hon ho cho qu khch. Sau bn vit c tnh hp dn nht ca sn phNm hay dch v ng thi khng qun nhc khch hng nh ti nhng li ch h c c t nhng c tnh . Qu khch c ng khng? Sau bn vit c tnh th hai v li nhc khch hng nh n li ch c tnh mang li. Khi lm cho khch hng ng tnh vi nhng g bn ni, hy tip tc chuyn sang c tnh v li ch th ba, v c nh th cho n khi bn lit k ra khong mi l do m khch hng nn mua sn phNm hay dch v ny. Chng ta cp n mi li ch cha nh?bn hi. Khch hng tr li : C v nh anh lit k mi th ri, hy Ny t giy v pha khch hng v ni : By gi qu khch hy vit ra cc l do ngn cn qu khch quyt nh mua hng Khch hng c th ni : ti ngh . Vn gi c ny. Sau h s vit ra l do v gi, cn bn, hy kin nhn im lng ch i. Hy khch hng t nu ra tt c l do phn i v sn phNm. Hu ht khch hng ch c th ngh c 2-3 l do khng mua hng. Sau , hy so snh nhng l do vi 10 l do bn lit k ng h vic mua hng. Khi khch hng khng ngh ra thm l do phn i mua hng, bn c th ni : C v nh ng quyt nh. Thng thng, khch hng s nhn vo hai danh sch v ni : Vng, ti ngh l ti quyt nh. Bn kt thc bng cu hi : Ti sao chng ta khng xc tin lun nh? n gin nhng hiu qu Cch y khng lu, ti tnh c gp li mt ngi bn. Anh ta by gi l mt nhn vin bt ng sn thng mi, kim c kh nhiu tin v rt thnh cng. Anh k rng anh phi mt 6 thng gii quyt mt phi v phc tp lin quan n vic trao i tin mt, t v to nh thng mi gia mt t chc
63
ti chnh ln v mt t hp c quyn bt ng sn. Anh phi tn cng i li tho lun v giao dch vi ng ph tng gim c trong nhiu tun nhng khng lm cch no ng y a ra quyt nh. Cui cng, anh n gp khch hng v ni : Ti sao chng ta khng s dng phng php ra quyt nh ca Ben Franklin nh? Anh rt ngc nhin khi ng ph tng gim c ng ngay. Anh ly ra mt mNu giy, k mt ng gia, sau ln lt lit k tt c c tnh v li ch ng h cho ngh trong na ting. Sau , anh ngh ng ph tng gim c vit ra tt c l do phn i. V ng ph gim c ch nu ra c hai hay ba l do cho vic h khng nn tin hnh v giao dch. Cui cng, ng ph tng gim c so snh hai danh sch, nhn nhn vin bt ng sn ri ni : Hy tin hnh i!, v tho thun thnh cng. Anh bn ti ni : Brian ny, ti nghe v k nng kt thc kiu Ben Franklin t lu, nhng ti ngh phng php ny hi li thi nn cha bao gi vn dng. Nhng khi ti s dng ln u tin, tin hoa hng ti kim c t v cn nhiu hn c s tin ti kim trong c nm trc. Tht ng kinh ngc!
5.8.
y l phng php kt thc nhanh v hiu qu bt k giao dch no. Bn nn nh cch vn dng k nng kt thc ny, chng rt ph hp vi sn phNm hay dch v bn cung cp. Cch th nht, khi bn ni chuyn vi khch hng, gii thiu v sn phNm v h hiu h s nhn c g cng nh ti sao sn phNm li c gi tr vi h. Hy ly ra n t hng hay hp ng bn hng v bt u in vo m khng cn hi khch hng c mua hay khng. Hm nay l ngy bao nhiu nh?, bn c th hi khi nhn khch hng, hoc : a ch chnh xc ca ng/b l g? Nu khch hng cho bn bit ngy hm nay l ngy bao nhiu hay a ch chnh xc ca h, bn nm chc v mua bn trong tya. Tr nh ti Nhng i khi, khch hng s ngn bn li : T t, ti quyt nh mua u. Bn c th p : Ti xin li, kh nng nh cc chi tit ca ti rt t, ti mun ghi li mi th khi chng ta tho lun. Nu ng/b khng mua ngay hm nay, cng khng sao. Ti ch cn hu n t hng ny i. c ch? V bn vn tip tc vit. Mi ln khch hng cung cp thm chi tit, hy vit vo n t hng, ch nh th bn ang c gng theo di cuc tho lun. Khch hng s dn quen vi vic nhn thy bn ghi li mi chi tit. Mi chi tit c ghi li s khin n t hng gn gi hn vi khch hng. Cui cng, khch hng bt u coi n t hng l ca mnh, xem l cch th hin s thch v th hiu. Khi n t hng c in y , hy nhn khch hng v ni : By gi, hy nh vn chnh xc h ca ng c c khng? Nu khch hng nh vn chnh xc cho bn nghe, h J-O-N-E-S, h quyt nh mua hng. Sau , bn c th hi tn v tn m ca h, a ch, m bu in v s in thoi. V nh vy bn bn c hng. Sc mnh ca k nng kt thc s dng n t hng tht n gin. Khch hng cung cp cho bn cng nhiu thng tin v cho php bn vit vo n t hng, h cng chc chn vic mua sn phNm hoc dch v vo cui bui trao i. Nhng chuyn gia hng u s dng k nng kt thc ny thu c hng trm nghn la tin hng mi ngy. C nhn mnh, ti lun thy ngc nhin v cch vn dng n gin ca phng php ny. Cch kt thc vi cu tr li ph nh
64
Mt hnh thc bin tu khc ca k nng kt thc s dng n t hng l kt thc vi cu tr li ph nh. Trc tin, bn a ra tt c cu hi hp l hiu c nhu cu ca khch hng. Sau , hy gii thiu sn phNm hay dch v ca bn nh gii php hon ho. Cui cng, hy a ra cu hi xc nhn : ng/b cn cu hi hay thc mc no m ti cha gii p khng? Khi khch hng ni : Khng, hnh nh anh gii thch mi th ri, hy ly n t hng ra, vit ngy thng trn u, ri in thng tin vo m khng cn hi kin hay xin php khch hng. Hy lm nh th cu tr li khng cho cu hi xc nhn trn nh l cu tr li c cho ngh ca bn.
5.9.
Mt nghin cu ot gii Nobel i su vo ti S pht trin khng cn bng ca hai bn cu no. y ch l cch pht biu di dng l thuyt rng con ngi c no tri v no phi, mi bn cu no c chc nng tch bit. V d : no tri dng phn tch thng tin, chi tit theo cc tuyn, t chi tit ny n chi tit khc. Ngc li, no phi tng hp thng tin v c kch thch bng hnh nh, m thanh, cc cu chuyn. Tt c quyt nh mua hng l do no phi, bi vy y chnh l b phn bn cn li ko. Vi cch kt thc bng cch k cu chuyn lin quan, bn kch thch no phi ca khch hng bng cch k cu chuyn v mt khch hng no mua sn phNm hay s dng dch v v thy hi lng. Bt c khi no khch hng nghe chuyn v mt khch hng hi lng, h rt mun c v tr ca ngi kia, s dng sn phNm ca bn v thu c kt qu tng t. y l iu bn cn nh. Khch hng s qun ht tt c thng s, c tnh v nhng u im ca sn phNm hay dch v bn cung cp trong vng 24 gi, nhng h s vn nh cu chuyn bn k v khch hng hi lng trong nhiu tun, nhiu thng v thm ch nhiu nm. K cng nhiu chuyn nh vy cng tt.
1. K chuyn vui
Ti pht hin ra mt k nng hiu qu, l cu chuyn nhn y. Bn ni : Nhn y, ti xin k mt cu chuyn v b Susan Smith, mt khch hng ca ti. Tun trc, b Smith ni rng trc khi mua sn phNm ny b y rt lo v mc gi cao chung ti a ra, nhng ri b nhn thy nhng li ch b thu c thm t mc gi cao hn ny tht s vt xa chnh lch v gi. Bt c lc no, bn dng cch kt thc bng vic k mt cu chuyn lin quan, hy k v nhng ngi mua thy hi lng khi s dng sn phNm. V ng c su sc nht ca con ngi l khao kht c hnh phc nn khi k v nhng khch hng hnh phc, bn kch thch khao kht mun tr thnh khch hng hnh phc ca khch hng.
2. K chuyn bun
Mt ngi bn ca ti l nhn vin bo him chuyn nghip, anh vn dng hiu qu k nng kt thc bng vic k mt cu chuyn lin quan. Khi khch hng c v t chi mua bo him nhn th, anh ly ra tp giy photo k v chuyn xy ra vi mt doanh nhn thnh cng qua i vi ti sn 1,5 triu . Tht khng may, v doanh nhn khng c bo him ng mc. tr cc khon thu cho ti sn v thanh ton ht n, cng ty ca ng b p bn vi gi thp. Trong 2 nm sau, khon tin t i cn li ht v ngi v go sng ngho tng c cc. B khng c hng tr cp an sinh x hi v buc phi sng chung vi gia nh con ci. Khi khch hng nghe cu chuyn , h rt quan tm n vic tm hiu xem h c th lm gi m bo chuyn tng t khng xy ra vi h v gia nh. Sau , v mua bn s c thc hin d dng.
3. Anh hng v ti 65
C mt th loi chuyn khc bn c th s dng. l chuyn k v ngi quyt nh khng mua sn phNm ca bn hay ti t hn mua sn phNm tng t ca hng cnh tranh vi gi r. Bn k chuyn g xy ra vi h, h bt mn th no vi nhng g nhn c v thy hi tic v khng mua sn phNm ca bn. Nhng cu chuyn bt li ny thng em li quyt nh mua c li.
66
thuyt phc khch hng mua hng ngay, bn phi a ra l do hay ng c ra quyt nh ngay. Bn c th ni y l sn phNm cui cng hoc bn sp tng gi vo ngy mai, hoc hm nay l hn cht tham d thng v nu khch hng mua hm nay, bn s u i c bit cho h. y chnh l l do ti sao bn c th khin khch hng mua hng ngay. Mt im cn ch khi vn dng kiu kt thc ny l ng lc c tip thm hay yu t pht ng ch c tc dng khch l mua hng nu bn a ra khi sp kt thc tho lun bn hng. Nu bn a ra ngh c bit ny trc thi im , li ngh s khng c tc dng. H s coi u i ca bn nh mt phn ca li ngh v bn s phi a ra nhiu u i khc bn c hng. Hy dnh ngh c bit n pht cht.
2. Xin mt li ha
y l hnh thc bin tu th ba ca phng php kt thc khi khch hng cng quyt tham kho gi v cc sn phNm khc trc khi quyt nh. Trong trng hp ny, bn phi gi thi ho nh v hy khuyn khch h tham kho. Tha ng, ti hiu cm gic ca ng. Tht tt khi ng kho gi cc ca hng khc. Nhng ti mun ng ha mt iu. Trc khi ng quyt nh, ng hy tr li y v ni vi ti, ti s gip ng c c tho thun mua hng c li nht Khi ni vy, bn gieo mi nghi ng vo suy ngh ca khch hng. Bng vic ha s gip h c c tho thun mua hng c li nht, sau khi i kho gi, bn gn nh buc khch hng tr li gp bn trc khi quyt nh. Khng l k hoch i khi, khch hng s hi : , vy tho thun c li nht anh c th mang li cho ti l g? Bn p : Tha ngi, ti bit ngi sp kho gi. Ngi c i kho gi i. Nhng sau khi tham kho cc hng cnh tranh vi chng ti, ch khi ngi hy tr li y. Ti s gip ngi c c tho thun c li nht 2 cch kt thc cuc bn hng y l cch bn kt thc v mua bn khi v khch quay li v cho bn bit tho thun c li nht h c c mt ca hng khc. Th nht, nu c th chin thng i th cnh tranh v gi, bn ch cn ngh mc gi thp hn vi la so vi mc gi r nht h tm thy. Khi bn ra gi nh vy, hy ly n t hng ra, hi a ch, h tn khch hng v bt u in vo. Nu bn khng th nh bi i th v gi c, hy chuyn ch ca khch hng t gi sang cht lng, phng thc giao hng, bo hnh v dch v sau bn hng m cng ty bn c th cung cp. Hy ni : Tha qu khch, tho thun c li nht cho qu khch khng ch l mc gi thp nht. l s kt hp ca nhiu yu t. Gi ca chng ti cn gm cc khon mc ny na, y chnh l yu t gip tho thun ny c li hn bt k li ngh no qu khch c th nhn c. Mi mua hng Sau , hy vn dng k nng kt thc bng cch tm tt hay kt thc kiu Ben Franklin nhc li nhng li ch khch hng nhn c ng thi gii thch ti sao nhng li ch ny li c ngha quan trng hn l mc gi r. Bn hy ch ra : Mc gi ny c th cao hn mt cht so vi cc hng khc, nhng sau khi cn nhc tt c cc kha cnh khc, tho thun ny c li cho qu khch hn nhiu. Lc ny, khch hng qu mt mi vi vic phi lng vng v tm kim mc gi hp l nht. Vn ca h cha c gii quyt trong khi bn ang a ra gii php. Nu bn cho h l do hp l mua hng ngay, c nhiu kh nng h s quyt nh ngay. Tt c nhng g bn cn lm l a ra cu hi kt thc : Ti sao ng ng ly lun nh?
67
68
ti bit! Ti quay lai, ngi xung, m cp ra v gii p l do t chi ca ng y. Sau ng y quyt nh mua. Nh p dng k nng kt thc , ti kim c 2.000$ t phi v ti sp tut mt ch trc hai pht.
69
Cui cng, gi thip cm n n tng ngi gii thiu cho bn khch hng mi ri gi thip cm n cho nhng khch hng c gii thiu. Gi thip cm n vo bt c dp g v lun gi km danh thip ca bn. Cng gi nhiu thip cm n, bn cng to c uy tn tt v cng tr thnh ngi bn hng ng tin cy. Nhiu chuyn gia bn hng nhn thy ch trong vi thng p dng chin lc khch hng qua gii thiu, h tit kim c thi gian tm kim khch hng tim nng. H c gii thiu thm nhiu khch hng mi v vy h rt bn rn vi vic chm sc nhng khch hng ny. Khi bt u tin hnh cc bc thit lp h thng khch hng qua gii thiu, bn s nhn thy mnh ang pht trin knh khch hng rt n nh v chc chn.
3. Xy dng chin lc
Mt ngi bn ca ti, mt trong nhng ngi c tr lng hu hnh nht trong lnh vc ca cu y pht trin mt chin lc th v c thm nhiu khch hng. Vo thng 12 hng nm, cu y gi in ri n thm tt c khch hng cc nm trc. Cu y ni r mc ch ca ving thm l mun m bo khch hng hi lng vi dch v cng ty cu y cung cp. Cu y n gp khch hng, hi rt nhiu, ghi chp v ha s gii quyt nhng kh khn h ang gp phi. Sau , cu y nh khch hng gii thiu mt vi khch hng mi trong vi thng ti. Vi chin lc ny, u nm no cu y cng c hn 100 khch hng mi gi in cho hng.
4. t cu hi ph hp
S dng t ng hp l khi bn hi xin kin phn hi. Nu bn hi : Mi chuyn th no ri?, thng khch hng s tr li : n c, v h khng mun tranh ci. Khi n thm khch hng, hy hi : Chng ti c th lm g ci thin dch v chng ti cung cp cho ng trong thi gian ti? Bt c khi no bn ni n dch v, cht lng l tng trong tng lai, h cng s cho bn bit mt s iu bn c th lm nng cao cht lng dch ca cng ty mnh. Khi c c kin gp , hy ha s khc phc ngay.
70
thoi, hy tn dng c hi ny a ra gi : Ba gi chiu th Nm tun sau c khng? v Bill s hi ngi kia xem liu rng khong thi gian c khng... Khi Bill tt in thoi, anh y sp xp cho bn mt cuc hn vi ngi c gii thiu. V Bill gi in cho mt ngi, gi cho mt ngi na cng khng thnh vn . Tip tc nh Bill v anh y s gi in cho ngi th hai sp xp cho bn mt cuc hn. Thng thng bn ri vn phng ca Bill vi hai ngi c gii thiu nh vo uy tn ca ngi m bn va mi ni chuyn...
71
6.1.
Cch bn ngh v thu nhp ca mnh l yu t quyt nh khon tin bn kim c. Ngi bn hng bnh thng ngh v thu nhp ca h theo s tin h kim c mi thng v mi nm. Nhng chuyn gia bn hng hng u ngh v thu nhp ca h theo s tin kim c mi gi v h quyt tm lm cho mi gi u phi sinh li. Khi tnh thu nhp ca mnh theo s tin kim c mi nm hay mi thng, bn rt d lng ph thi gian. Theo nghin cu ca i hc Columbia, ngi bn hng bnh thng ch lm 90 pht mt ngy. H n thm khch hng u tin sau 9h sng v khch hng cui cng vo khong 3h chiu. Khong thi gian gia, h lng ph thi gian vo vic chuNn b vu v, luNn quNn quanh my bn hng t ng, ni chuyn vu v.. Xc nh tin cng theo gi Nhng nhng chuyn gia bn hng hng u li nh ngha v khon tin h mun kim c bng cch chia mc tiu thu nhp hng nm ca h cho 2000 s gi lm vic trong mt nm v cam kt kim c tng y tin trong mi gi. V d : nu bn mun kim c 50.000$ mt nm, nh vy mc tiu thu nhp ca bn l 25$ mt gi. Nu mun c thu nhp 100.000$ mt nm, bn phi kim c 50$ mt gi. Bn khng th t c mc tiu thu nhp nu khng lm nhng vic gip bn kim c mc thu nhp . Khi lm vic v hng lng c nh, bn s nhn c mc lng nh nhau min l bn chng t nng lc ti ni lm vic. Nhng ngi bn hng th khc. Nhn vin bn hng ch c tr lng theo kt qu lao ng. Nh ngi i sn vn ni : Bn ch c n con mi bn sn c. Nng cao kh nng kim tin Tin cng theo gi l thc o gip bn nh gi mc s dng hiu qu bn thn v xc nh chnh xc mc hiu qu bn vn dng k nng vo cuc sng v th gii ca mnh. Kh nng kim tin chnh l ti sn chnh c gi tr thuc quyn s hu ca bn. Mi th bn lm nng cao kh nng kim tin s gip ci thin cht lng cuc sng ca bn.
6.2.
nh lut v 3 hot ng
Trong chng trnh o to cp cao cho chuyn gia bn hng v doanh nhn thnh cng, chng ti dy nh lut v 3 hot ng. nh lut ny pht biu rng bt k lm bao nhiu vic trong tun hay trong
72
thng, ch c 3 hot ng gip bn kim c tin cng theo gi nh mong mun. Ba hot ng ny chim hn 90% thu nhp ca bn. B quyt thnh cng trong bn hng hay trong bt c lnh vc vo l : c gng lm cng ngy cng t vic, nhng lm nhiu vic quan trng hn v ci thin k nng lm tng vic tt hn. Trong bn hng, d sn phNm l g, ch c ba hot ng gip bn kim c tin cng theo gi mong mun l khai thc khch hng tim nng, gii thiu sn phNm v kt thc v mua bn. Ch khi no tham gia ba hot ng chnh ny, bn mi tht s lm vic.
6.3.
Mi sng, nhn vin bn hng thc dy trong tnh trng tht nghip v s vn tht nghip cho n khi h ngi i din vi mt ngi c th v s mua hng. Ch khi , ngy lm vic mi thc s bt u. Khi chng ti ni nhn vin bn hng bnh thng ch lm vic 90 pht/ngy, l v mi ngy h ch b ra 90 pht khai thc khch hng tim nng, gii thiu sn phNm v kt thc v mua bn. Tng thi gian gp trc tip khch hng. Mt cch khch xc nh bn c lm vic hay khng l do lng thi gian gp mt trc tip gia bn v khch hng mi ngy. Cng vic ca bn l gp trc tip nhng ngi c kh nng mua v sau bn sn phNm hay dch v ca bn cho h. Li xe n nh hay vn phng ca khch hng, sp xp ti liu bn hng, vit bo co v nghe nhc trong xe t c th din ra, nhng khng phi l nhng hot ng chnh. Tt nhin bn khng thu c xu no. Cc n gin nht gip bn tng gp i thu nhp l tng gp i lng thi gian khai thc khch hng, gii thiu sn phNm v kt thc v mua bn, tc l tng gp i thi gian gp mt trc tip vi khch hng tim nng. Mi gi trong ngy bn nn t hi : Ti c th tr cho ngi khc 25 hay 50$ lm vic cho ti hay khng ? Nu bn khng tr ngi khc tin cng theo gi lm nhng g bn ang lm, th bn hy dng li v bt u khai thc khch hng, gii thiu sn phNm v kt thc v bn hng. Zig Ziglar tng ni : Nu bn nghim khc vi bn thn, cuc sng ca bn s d dng hn. Nhng nu bn d di vi bn thn cuc sng ca bn s cht vt.
Cha kha qun l thi gian
V h ch lm vic khi gp trc tip khch hng, nn nhng chuyn gia bn hng thng chuNn b v t chc vo lc khng bn hng. H ln k hoch lm vic vo cui tun. H chuNn b cho ngy lm vic vo bui ti hm trc. H ln k hoch v sp xp cng vic bn hng ca mnh trc ngy lm vic vo bui ti. Nhng khi kch hng c thi gian gp h, h ton tm ton dnh thi gian gp mt trc tip vi khch hng . chnh l thi im quyt nh.
6.4.
Nguyn nhn u tin gy lng ph thi gian trong bn hng l thi chn ch v tr hon, vic ny thng xy ra khi bn tm kim l do chnh ng tr hon vic gp mt nhng khch hng tim nng. Mi ngi u c l do tr hon, lun c qu nhiu vic phi lm trong khi thi gian qu t. S khc bit gia ngi thnh cng v ngi tht bi c xc nh bng nhng vic h tr hon. Ngi thua cuc tr hon lm nhng vic quan trng c th to nn s khc bit ng k trong cuc sng ca h. Trong khi , ngi thng cuc tr hon tham gia nhng hot ng c gi tr thp rt t to ra khc bit.
73
Chm dt lng ph thi gian : Theo kt qu nghin cu ca hng tuyn dng quc t Robert Half Internation, mi ngi thng lng ph 1 na thi gian lm vic. Phn ln lng thi gian ny b lng ph tiu tn vo vic ung caf, gi in thoi, lm vic c nhn, i mua sm. Khi mi ngi thc s lm vic, ngi trung bnh lm khong 32h/tun. Trong , 16 gi b lng ph v ch c 16h h lm vic thc s. Trong s 16h lm vic ny, nhiu ngi thch lm nhng vic d dng v th v hn l nhng vic kh khn v cn thit. Quyt tm loi b thi quen chn ch : Cch tt nht loi b thi quen chn ch l ln k hoch trc cho mi ngy, sp xp th t u tin cho cc hot ng ca bn, ri gp khch hng u tin cng sm cng tt. Thc dy v lm vic ngay. Khi bn nhanh chng bt u ngy lm vic, hy lm vic quan trng cng sm cng tt, bn s lm vic hiu qu hn. Khi bn thy mnh chn ch, hy t ni vi mnh : phi lm ngay! Lm ngay! Lm ngay! Nhng t ny s thc Ny bn lm ngay lp tc. Khi lp li thng xuyn, bn s a thng ip ny vo tim thc ca mnh, to thnh mt yu t kch thch bn bt tay vo lm vic v lm vic lin tc. Con ngi l nguyn nhn chnh gy s lng ph thi gian : loi b thi quen tr hon, hy tun theo lch lm vic ca bn. ng kt giao vi nhng ngi c thi gian kt bn. Con ngi l nguyn nhn gy lng ph thi gian lm vic nhiu nht. Hy trnh xa nhng ngi c thi quen chn ch, h ch khin bn ngy cng tht li. Ung c ph khng c g sai nhng hy lm vic ny khi bn i trn ng hoc ung vi khch hng ca bn. Dng li mua ba tra khng c g sai nhng hy n tra tht nhanh. ng lng ph thi gian vo vic n tra. Nu c th, hy n tra trn ng gp khch hng hay n tra cng khch hng. T b thi quen n tra cng ng nghip. Vic ny rt lng ph thi gian v ko bn ra khi nhng hot ng bn hng chnh.
74
Mt ngy ti pht hin ra : l do ti ch bn c th 2-3ln mt tun l v ti thng ng quay li sau khi khch hng c c hi suy ngh v li ngh. K t giy pht ti quyt nh khng bao gi cho hng ln th hai. Sau mi ln gii thiu sn phNm ti s mi khch hng t hng lun, c hoc khng. lm c vic ny cn phi rt can m. Trong ln cho hng tip theo, khi nghe ti trnh by xong, v khch ni : Nghe c v hay y, ti suy ngh . Hy quay li vo tun sau nh Ti ht mt hi tht su v p li : Ti xin li nhng ti s khng quay li u V khch nhn ti v hi : Anh va ni g? Ti p li : Ti xin li, ti s khng quay li cho hng. Tha ng, khng phi l quyt nh ln v y l mt sn phNm tuyt vi. Th cng cho php n min ph mt ln. Tt c nhng g ng cn bit quyt nh mua, ng bit ri. Ti sao ng li khng mua th ny? V v khch tr li : Thi c ri, ti s mua. Bc ngot quan trng Khi kt thc ln cho hng , ti tr thnh mt nhn vin bn hng hon ton mi. T , ti khng hn khch hng quay li cho hng na. S nghip bn hng ca ti thay i hon ton. Ti n vn phng tip theo, nhn c cu tr li tng t ti ngh v ti cng p nh ln trc Ti khng quay li cho hng ln hai u. Ngi th hai cng ng mua. Ri ngi th ba, th t v th nm. Ngy hm ti bn c s th nhiu hn c mt tun bnh thng. S tht l mi ngi khng ngh v li ngh ca bn. H s qun bn ngay khi bn bc ra khi ca. Khi bn quay li, h khng bit bn ang ni v ci g hay ti sao h li thy hng th vi sn phNm trong ln gp u tin. Hon thin k nng L do chnh gy lng ph thi gian trong bn hng l do nhn vin bn hng khng bit cch bn hng. H khng xc nh r rng cc nhu cu, khng bit cch trnh by thuyt phc, khng bit kho lo x l li t chi v khng bit kt thc chuyn nghip. Kt qu l h i gp ht khch hng ny n khch hng khc nhng vn bn c rt t hng. Kh khn ny s c tho g khi bn ci thin k nng bn hng v nng cao quyt tm.
75
Bn phi m bo chnh xc rng tt c giy t, vn bn ca bn c son tho chnh xc v kim tra k trc khi gp khch hng. ng bao gi gi nh rng mi chuyn s n c. Chuyn gia qun l thi gian Alex Mckenzie ni : Nhng gi nh sai lch l ngun gc ca mi tht bi.
76
Cch th hai l gi in cho l tn v hi : Xin hi ng Brow c khng? Khi l tn khng nh ng Brow c trong vn phng, bn ni tip : Lm n hy ni rng c John Jones gi in n v ti s gp ng y ti vn phng ng 1h chiu mai nh hn. Cm n ch rt nhiu! Gi in v xc nhn cuc hn gip bn lm vic chuyn nghip hn, nhc khch hng nh v cuc hn v khi dy s t m hay chuNn b tm l trc. Vic ny cng s nhc nh khch hng sp xp lch v dnh thi gian cho bn. Sp xp li cuc hn Thnh thong, bn gi in xc nhn cuc hn, tr l ca khch hng s ni : Ti rt vui v ng gi. B Prospect c vic gp v khng th gp ng hm nay. Bn p : Ti rt tic nhng cm n ch bo cho ti. C l chng ta nn sp xp mt cuc hn khc vo thi gian thun tin hn. Ch c lch khng? Gi email xc nhn Email l phng tin hiu qu bn xc nhn cuc hn m khng s b hy hn. Khi bn sp xp cuc hn ln u tin, hy xin a ch email ca khch hng. Sau , vo bui ti trc cuc hn, hy gi email cho h xc nhn bn s c mt vo thi gian nh thng nht. V vic u tin mi ngi lm vo bui sng l kim tra email nn bn s nhc h nh v bui hn v i bn n vn phng. C nhiu ngi bn hng gi in sau gi lm vic v li tin nhn thoi nhc khch hng v cuc hn. y cng l cch xc nhn an ton v hiu qu.
77
thiu thm nhiu khch hng khu vc c chuyn tm. Cui cng, c tr thnh mt trong nhng chuyn gia bn hng c tr lng hu hnh nht.
9. Nguyn nhn 9 : ng tr v l nh
Nhiu khi ngi bn hng tut mt c hi mua bn v h khng ch n nhng g khch hng ni. C th ngi bn ang ngh n nhng vn ring hay k hoch cui tun. Trong mi trng hp, nu khng chm ch lng nghe khch hng, bn khng bit h ang ni ci g, khng bm c sc thi biu cm ca h, nhng vn t nh h ang c gng trnh by. Bn khng nhn thy nh mt khch hng nhn bn trong bi gii thiu sn phNm v khng th bit c im no ca sn phNm thu ht s quan tm ca h nhiu nht. Mi quy tc u c th hc Kh nng tp trung, ch n khch hng v nhng g h ni l mt quy tc, v mi quy tc u c th hc c. Kh nng tp trung khng h n gin khi mi bt u, nhng theo thi gian bn s thy vic ny ngy cng d hn. Bn c th tng kh nng tp trung v ch bng cch ghi chp khi khch hng ni. Khi luyn tp cc k nng nh ng ngi v pha trc, dng li v hi nhng ch cha c r, bn s ch hn, nm bt nhanh hn nhng g khch hng ang ni v quan trng hn l hiu c hm l Nn cha trong li h ni.
78
Khi bn quyt tm gn b vi ngh ny, hy hiu rng nng lng v s sc so ca bn chnh l yu t quan trng trong qu trnh bn hng. Khch hng khng mua sn phNm ca bn, h mua con ngi bn, ri mi mua sn phNm. Khi trn tr sinh lc v nhit tnh bn to c n tng tt vi ngi ang ni chuyn vi bn. Khi th trng tt nht, bn bn c nhiu hng nht. Khi khng c sc khe, bn chng bn c g. Ng Hu ht ngi trng thnh u b mc chng thiu ng dng nh. H khng ng mi m t hiu qu cao nht trong ngy lm vic. ng vic ny xy ra vi bn. i ng trc 10h ti t nht nm ngy mt tun. Rt nhiu ngi nghe theo li khuyn ny ca ti. H tng thi gian ng t 5-7h ln 8h/m v hon ton ngc nhin trc s thay i. H cm thy c th h nh mi tnh gic t gic ng m mt v thuc ng. Trc y, h khng nhn ra mi ngy tri qua h u sng trong trng thi n, bi ri, hoang mang, khng lanh li v nhanh nhn nh trc . Chm sc sc khe C hi bn hng ca bn s c ci thin ng k nu bn chng t mnh l ngi thng minh, nhanh nhn v nhit tnh khi ni chuyn vi khch hng. Nhng nhn vin bn hng xut sc rt chu kh chm sc sc khe. H n thc n b dng, ngh ngi iu v tp th dc u n. M, nhiu nhn vin bn hng c tr lng cao l cc vn ng vin marathon, thm ch h cn tham gia cc cuc thi th thao ba mn phi hp. Hy mua mt cun sch v cch ch dinh dng hp l ri tun th cht ch. n nhiu hoa qu v rau xanh. Chn ba sng giu protein, trnh n bnh m nng, tht xng khi, xc xch v cc thc n kh tiu, giu cht bo. n tra vi salat c hoc tht g. Ung nhiu nc trong ngy. Duy tr hiu qu lm vic cao ca bn thn bng ch n ung hp l lun khe mnh v trn tr nng lng. Hy tng tng bn t c gic m tr nn giu c nh bn hng. Bn mua mt con nga ua t tin vi gi 500.000$. Nu s hu mt con nga t tin, bn s cho n n loi thc n no? Nu u t tng y tin vo mt con nga, liu bn c cho n n nhng thc n lt vt nh khoai ty chin, bnh rn, bnh nng vngkhng? ng nhin l khng! So vi con nga ua th bn gi tr hn bao nhiu? Ging nh khi bn nui mt con nga ua bng loi thc n b dng nht, bn cng phi bi dng c th bng nhng thc phNm tt nht. Hy t chm sc mnh nh mt nhn vt quan trng v t gi nht th gii, v s thc ng l nh th. Chuyn gia bn hng trn tr nng lng Mt cu chm ngn c ni rng : Sc mnh ca ngi thi u hay quy m trn u khng phi l yu t quyt nh m quyt tm ca ngi thi u mi l iu kin tin quyt. Ch ngi i din trc tip vi khch hng vn cha . Yu t tc ng mnh nht ln v mua bn chnh l s am m sinh kh bn biu l trc khch hng. Hy quyt tm chm sc sc khe ca bn thn ngay t hm nay. Cng c nhiu nng lng, bn cng gng dy nhanh hn sau mi ln tht bi hay b t chi. Bn s t tin hn v c lng t trng cao hn. Bn s to c n tng tt vi mi ngi. Khi mt mi, bn cm thy kh chp nhn, kh vt qua nhng tht bi v nhng iu cha hi lng trong cuc sng. Chng khin bn chn nn v ngh ngi y , bn s d dng vt qua mi kh khn v bn hng khng mt mi.
C l phNm cht quan trng nht gip bn t c thnh tch cao v a bn n thnh cng trong bn hng l tham vng. tr thnh ngi tham vng, bn phi c mt khao kht. Bn phi c ham mun thnh cng mnh lit. Mi sng tnh gic bn phi ngh : Ti khng th ch i bt u ngy lm vic mi! Thnh cng trong bn hng bt ngun t s ho hc mun gp khch hng mi. Khi nhn thy thnh cng trong bn hng c th gip bn t c cc mc tiu khc, cho bn v gia nh, tham vng ca bn s t c n ngng khng c g c th cn ni. Tham vng l mt iu k diu. Khng tham vng, khng tng lai C nhng ngi khng tht s tham vng v v th h khng hp vi ngh bn hng. Trong nhiu trng hp, h t n ngng no ri t mn vi bn thn. H iu chnh cuc sng ph hp vi mc thu nhp hin c v khng c kht vng nng cao thu nhp. Thm ch, nu bn c khuyn khch h, c treo gii thng i chng na, h vn khng c ng lc lm vic chm ch hn. C th h l nhng nh sn xut trung bnh n nh nhng h khng c tng li trong th gii bn hng y cnh tranh. Ph m cht ca k xong xnh Cch y khng lu ti c mi cng tc vi mt cng ty ln. H mun ti khuyn khch v thc Ny nhn vin bn hng ca h vi nhng tng v cch t mc tiu, lm vic hiu qu v t thnh tch tt hn. C bui sng ti din thuyt nhit tinh, chia s vi h mt s tng tuyt vi nht t hng ngn nhn vin bn hng cc lnh vc. Nhng khn gi rt th v thm ch m cho qua. Nhiu ngi ng lng vo gh, rt t ngi ghi chp, thm ch c ngi cn c bo hoc ni chuyn vi ngi xung quanh. Ti cha bao gi thy mt cnh tng nh vy. Cui cng, ti xin kin ca mt nhn vin bn hng cao cp trong gi ngh. Nhng iu anh ta ni khin ti sng s. Anh ni rng bi ging ny khng hp dn vi anh y hay bt k ngi khc. Tt c nhn vin bn hng y u l thnh vin cng on v tr c tin cng theo gi. Mt nhn vin bnh thng lm vic cho cng ty 10 nm v d h c lm hay khng lm g th cng khng nh hng n thu nhp ca h. Hu ht mi ngi l nhn vin chung thn. H d nh gn b c i vi cng ty, ri ngh hu. V phng cu cha. Anh tip tc : Chnh ti cng khng hiu nhng g anh ni. Ti khng c tham vng, khng quan tm n chuyn mnh lm nhiu hay t. iu khng thay i tu nhp ca ti. N cng khng nh hng n trch nhim ca ti. Ti sao ti phi lm vic chm ch hn? Ti ch thch lm vic 8h ri v nh xem truyn hnh. Nhn vin bn hng khong 40 tui. Ti ngh thm ng l bi kch. C th anh ta s th 80 tui, vy m ngn la nhit huyt tn ri khi mi 40 tui. Anh khng c tham vng hay khao kht g ngoi tr mt cng vic nhn h v c xem tivi mi ti. Thiu tham vng chnh l nguyn nhn gy lng ph thi gian v ti nng. Gia nhp top 20 Mt trong nhng nguyn tc hiu qu nht v qun l thi gian v lm tt hn nhng vic quan trng nht. Bn bit c 20% nhn vin bn hng kim c 80% s tin. Lc no cng vy, top 20% nhn vin bit tn dung thi gian v u t cng sc lm tt nhng vic quan trng nht. Cng lm tt nhng vic bn lm, bn cng kim tin nhanh v nhiu hn. Hy nh : Khng ai thng minh hn bn v lm tt hn bn. Mi ngi u bt u t nhng nc thang u tin. Nhng ngi lm rt tt hm nay c th tng lm rt km. Bt c th g ngi khc hc c, bn
80
cng c th hc c. Nu ai lm tt n bn, ch v h hc nhng k nng quan trng trc bn. Bng chng chng t bn c th hc c chng l h cng hc c chng v bt u t con s khng. i sm v mun Hy sp xp lch hn u tin ca bn tht sm. Nhng ngi thng kh gp nht l nhng ngi c th gp bn vo lc 7h hoc 7h30 sng. i lc, h cn hn bn sm hn. Thi gian hp l nht gp khch hng l trc v sau gi lm vic. iu ny c bit ng vi cc doanh nhn hay ch doanh nghip thnh cng. L do khin h tr thnh ngi dn u v h lm vic sm hn v v mun hn. Nu ko di thi gian lm vic v hn gp h thi im thun tin cho h, bn c th c c nhng thng v tuyt vi trong s nghip. Thc t, nhng ngi kh gp nht thng l khch hng c gi nht. Cn nhng ngi rnh ri li him khi mua th g.
6.5.
Hy p dng quy tc 80/20 trong mi vic. Dnh 80% thi gian khai thc khch hng cho n khi bn c nhiu vic n mc khng cn thi gian gp thm khch hng no. Sau dnh 80% thi gian gp 20% khch hng c th chim n 80% cng vic ca bn, cc khch hng mua nhiu hng nht cho bn.
81
Khi bn n vn phng, ng i cho n khi pha xong c ph. Hy lm vic ngay. Khi bt u, hy lm vic hiu qu trong thi gian dnh cho cng vic, ng dng li i git kh, ly qun o tim git. Lm vic tp trung tng pht, tng gi. Hy quyt tm tr thnh nhn vin chm ch nht cng ty. ng ni vi ai v quyt tm ca bn, ch m bo rng khi mi ngi nhn thy bn, bn ang tp trung lm vic cao . ng ngh gia gi hay lng ph thi gian, i vi bn, khng phi l thi gian ngh gii lao, l gi lm vic. Nu ai hi : Chng ta tn chuyn cht c khng? hy ni : Chc chn ri, nhng khng phi by gi. Ti phi quay li lm vic. Gi ngh gii lao c th gip bn giu c. ng lng ph thi gian ngh ung c ph. Khi mi ngi i hc i hc, h dnh nhiu thi gian ngh gii lao, ung c ph v n tra. Khi i lm bui sng, h ngh n lc ngh gii lao v chn ngi ni chuyn cng, nhng bn ng t to thi quen nh vy. V bn c tr lng theo thnh qu lao ng, nn ng lm vic g khng gip bn kim c tin. Hy tit kim thi gian m ngi bnh thng dng ngh gii lao v s dng thi gian tng s lng bn hng c. iu ny tc ng ng k n thu nhp c trc v sau khi bn kp nhn ra. Tng lng ngay Trung bnh mt ngi ngh gii lao hai ln trong mt ngy, mi ln 20 pht, c khi lu hn, nh vy l 40 pht mt ngy. 40 pht x 5 ngy lm vic trong tun thnh 200 pht, li nhn vi 50 tun lm vic mt nm, kt qu m 10.000 pht, tng ng 166 gi lm vic hay hn 1 thng. Nh vy bn b ph hn 1 thng lng lm thm ch v ngh gii lao ung c ph. Khi quyt tm dnh thi gian ngh gii lao lm vic bn s b sung c 1 thng lng vo thu nhp ca mnh. Mt thng tin lng lm thm c th gip bn mua sm cc thit b tin nghi hay nh mi, t mi, i ngh. Ci thin thu nhp Hy tn dng thi gian n tra. Mt ngi bnh thng khi hc i hc hay mi i lm thng dnh c ting ng h n tra. Mt gi tng ng vi 5h mt tun. Khi bn nhn 5h vi 50 tun lm vic mt nm, kt qu l 250 gi. Khong thi gian nhiu hn 6 tun lm vic b lng ph v mt hot ng khng mang li li ch g cho cuc sng ca bn. Khi kt hp thi gian ngh gii lao v n tra, tn dng thi gian bn hng, bn c th nhanh chng b sung thm hai thng ri vo qu thi gian lm vic ca mnh tc l thu nhp ca bn tng ln gn 25%. Khi lm i lm li mt vic g , n s tr thnh thi quen, hiu qu cng sm tr thnh thi quen, bn s c thi quen s dng thi gian hiu qu hn. Bn s hnh thnh thi quen kim c nhiu hn nhng ng nghip. l thi quen tuyt vi m bn cn c.
6.6.
Mi th u c th hc
Thng xuyn tham d cc bui hi tho chuyn v bn hng, trc khi mt bui hi tho c t chc, ni dung hi tho s c kim tra v chng mnh. Ngi thuyt trnh ti hi tho thng dnh hng trm gi nghin cu v hng nghin gi th nghim thu thp tt c cc thng tin v pht hin trnh by ti hi tho. Khi tham d mt hi tho chuyn , bn s hc c mt s tng tuyt vi c ch ra trong lnh vc . Tham d hi tho c th gip bn tit kim c nhiu tun, nhiu thng v thm ch nhiu nm lm vic vt v. Rt nhiu chuyn gia bn hng tng gp i, gp ba thu nhp trong 30 ngy nh vo tng h tip thu c t mt bui hi tho.
82
To li th Lut xc sut l gii kh thu o v thnh cng v tht bi. Nhng ngi thnh cng lm nhiu vic c th a h n thnh cng. Nhng ngi khng thnh cng lm t hn. Theo lut xc sut, nhng ngi thnh cng thng lm nhng vic hp l ti nhng thi im hp l theo phng php hp l hn so vi ngi khng thnh cng. Khi thng xuyn tham d hi ngh bn hng, bn s gia tng ng k xc sut hc c nhng iu cn thit t c mc tiu ra. Nhng nu c nhiu tng khc nhau, theo lut xc sut, chc chn bn s c 1-2 tng c th thay i s nghip ca bn theo hng tch cc hn. y chnh l l do m 10% chuyn gia xut sc nht trong mi lnh vc thng xuyn tham gia hi tho. Tng t nh vy, cc chuyn gia bn hng thnh cng v c tr hu hnh nht rt hay tham gia cc hi tho chuyn v bn hng. Nhng ngi c thu nhp thp thng ngi li vn phng lo lng v chuyn tin nong v than phin v tnh hnh kinh doanh kh khn. Nhng ngi dn u rt ho hc, nhit tnh hc mi th c th tng doanh thu v thu nhp. Chng ta ni n li ch ca vic c sch (vit v lnh vc ca bn) cng vic tn dng kin thc c ng, tch ly t cc chng trnh pht thanh. Hy tng tng bn c sch 1h/ngy, tham d hi tho thng xuyn v nghe chng trnh pht thanh trong khi li xe. T nhin, bn c th tin hnh thm mt v giao dch mt ngy. Khi hnh thnh c thi quen thc hin thm mt giao dch mt ngy, bn s t ng tin ln thc hin thm c hai v giao dch mt ngy v c nh vy. iu tc ng th no n thnh tch v thu nhp ca bn. Bn c th tr thnh mt trong nhng chuyn gia c nng lc v c tr lng cao nht trong lnh vc ca bn bng vic lin tc hon thin k nng ca bn.
6.7.
Khi lp k hoch chin lc cho cc cng ty, tp on, chng ti thng tp trung ci thin tiu chuNn v doanh li trn vn u t. l s tin li ch s hu cng ty thu c t khon u t vo kinh doanh. y l tiu chuNn nh gi chnh lp k hoch chin lc v xc nh hiu qu kinh doanh. Nhng trong cuc sng, vn u t ch yu l tr tu, tnh cm v th cht. Trong k hoch chin lc ca c nhn, hy ch trng nng cao doanh li t nng lng u t, nng cao tin cng theo gi v kt qu thu c trong tng pht mi ngy. Triu ph t lp thn Trong cun sch ng triu ph hng xm, Thomas Staney v William DanKo nhn thy M c n 79% triu ph t lp thn l cc doanh nhn v nhn vin bn hng. Nh vy, k nng quan trng nht thnh cng trong kinh doanh l kh nng bn c sn phNm hay dch v. Theo lut xc xut, kh nng bn hng tt gip bn dn u trn phng din trin vng ti chnh, thm ch tr thnh triu ph s cao hn nh k nng bn hng gii. Khng c gii hn no i vi nhng th bn c kh nng t c ngoi tr gii hn trong suy ngh ca chnh bn.
6.8.
Bi tp thc hnh
1. T hm nay, hy quyt tm tng gp i nng sut v thu nhp, tnh tin cng theo gi hin ti ca bn ri nhn vi hai. 2. Lp k hoch cho mi ngy, ln danh sch nhng vic phi lm v sp xp theo th t u tin trong dnh sch ca bn, lun bt u vi nhim v quan trng nht. 3. Bt u mi ngy bng cch t hi bn thn : vic g m ti v ch ti mi c th lm, v nu lm tt s to nn s thay i rt ln trong cng vic ca ti?
83
4. Khng ngng hon thin k nng ca bn, lun hi bn thn : ti c th ci thin v s dng thnh tho k nng no tng gp i thu nhp. D cu tr li ca bn th no, hy thc hnh k nng hng ngy. 5. Hnh thnh thc v s khNn trng, thi quen hnh ng ngay lp tc, thc dy v lm vic sm. Tn dng tt c thi gian lm vic. 6. c sch 60 pht mi sng, tham d hi tho chuyn v bn hng 4 ln/nm, nghe chng trnh pht thanh trn i trong t, khng ngng hon thin bn thn. 7. Phn tch hot ng bn hng ca bn mi ngy, xc nh s lng khch hng cn gp bn c lng hng nht nh, sau hy vt qua chnh mnh. Hy tr thnh ngi dn u. Bt c iu g lng ph cng sc cng lng ph thi gian. V vy, phng thc qun l thi gian hiu qu nht l tn dng trit cng sc. - Alec MacKenzie -
84
Kt lun
Hng nm, c hng triu doanh nghip ra i v thnh cng ca h ph thuc vo i ng nhn vin bn hng, tt c ca ci c to ra u bt ngun t vic trao i, mua bn. V vy, hy l ngi tin phong trong cuc ua c thu nhp cao hn v c lp v ti chnh. Nguyn tc quan trng nht thnh cng l hc hi t cc chuyn gia. Bn khng thi gian t khm ph tt c nhng quy tc thng qua rt kinh nghim t sai lm. PhNm cht d nhn thy nht nhng chuyn gia bn hng l nh hng hnh ng. Khi hc c phng php hay k nng mi, h s th ngy v ch c hai kh nng xy ra : thnh cng hoc tht bi. Nu thnh cng, hy tip tc pht huy ngy cng hon thin k nng . Nu tht bi, hy rt kinh nghim tr thnh nhn vin thng minh v c nng lc hn. Khi bt u bn hng, ti c mt quyt nh lm thay i cuc i mnh. Ti lun th vn dng mt phng php hay k nng 5 hay 10 ln trc khi b cuc. Sau , ti hiu rng khng c iu g pht huy c tc dng ngay t ln u tin. pht trin k nng quan trng, i hi phi luyn tp rt nhiu, iu cng ging nh khi tp i bn phi ng rt nhiu trc khi bit i. Tng t nh vy, cc k nng u c th hc c. Bn c th hc c bt k k nng bn hng no, k c nhng k nng kt thc. Khng tn ti gii hn no. Nhng vic ngi khc lm c, bn c th lm c. Nhim v ca bn l tn dng cc phng php, k nng v chin lc c chng minh, s dng nhiu ln v thnh tho cho n khi tr thnh chuyn gia bn hng xut sc nht. Hy hnh ng ngay t by gi! - Brian Tracy
85