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2008

Gio trnh: Bn hng chuyn nghi p


CNG TY IN TON V TRUYN S LIU VDC

Bin son: Nguyn Hong Phng & Cng s

Maya VIET Co.,Ltd 5/22/2008

GIO TRNH O TO K NNG BN HNG


Hoang Phuong Nguyen & Associations

L I T A

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CHNG I: BN HNG V HNH VI MUA HNG ******* I, Tng quan hot ng bn hng
1, Bn hng v nhng li thng thng trong bn hng
Bn hng l g? Hot ng bn hng trong thp nin cui ca th k XX chng kin nhiu thay i to ln so vi c 90 nm trc . n th k XXI ny, nhng thay i ang v s din ra s c cc nh hng nht nh n tc cng nh mc ca nhng thay i trc . Bn hng chuyn nghip l qu trnh tm n v mi ng khch hng bng nhng li cho hng nh trng tm l ca h, vo ng thi im. Ni cch khc l ton b cch thc bn nh v bn thn v cng ty ca bn, thm d tm kim khch hng, lp k hoach c th cho vic tip xc gii thiu sn phm n khch hng, xy dng lng tin i vi khch hng, a ra cu tr li cho cc cu hi m khch hng tim nng ca bn ang tm kim. y cng l cch bn a ra cc tr li v gii php ca mnh i vi khch hng tim nng trong iu kin v thi hn m h quan tm nht. N to ra gi tr hp dn cho mt hng ca bn v ti a ha li nhun cn bin ca n. Tip l phc v nhng khch hng mi chu o hn c k vng ca h, bn cho h nhiu hn ngy cng c nhiu khch hng tm n vi bn. Tuy nhin cch bn hng c khng cn ph hp, chng ta phi thay i cch bn hng trong thp k ny, nu khng chng ta s khng bn ni hng ha vn ch ng ni l c li. Cc cuc suy thoi cui th k trc i hi phi c s thay i trong quy trnh bn hng c th mang li li ch lu di cho th gii kinh doanh. c th thnh cng trong bn hng bn phi bn cho ai gp i s hng hoc bn phi bn cho ai c kh nng gii thiu bn vi mt ngi khc. Cch bn hng mi vn c s k tha t phng php c, bn phi nm vng mi k thut bn hng nhng p dng chng theo mt cch khc, mt cch thn thin v thnh thc, mt cch bn hng trc ht coi trng s phc v, sau mi l vic bn c hng. Bn hng l mt khoa hc, l mt tp hp nhng t nhng cm t, nhng k thut c th to ra s phn hi thuyt phc khch hng tim nng mua hng. Bn hng l
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mt khoa hc v n i hi s th nghim bit c cch thc no mng li hiu qu ln nht hoc trit l bn hng no c th p dng trong thc tin. Nhng nguyn tc mi ca tr chi bn hng tht n gin v bn c th p dng ngay hm nay. Thch thc khng phi vic s dng m l nm vng c chng. Di y l 8 nguyn tc bn suy ngh: 1, Hy t vn v cung cp khch hng nhng dch v h cn v hiu ch khng phi nhng g bn c 2, Thu thp thng tin c nhn v tm cch s dng chng 3, Xy dng quan h bn b mi ngi u mun mua hng t bn b ch khng phi t ngi bn hng 4, Xy dng mi quan h khng kht vi khch hng m khng i th no c th ph v 5, Tm kim nhng im chung xch li gn nhau hn 6, Xy dng nim tin khi thuyt phc h mua hnagf chugs ta nn xy dng s tin tng i vi khch hng nu khng h s mua hng t ngi khc 7, Tm kim nhng iu th v v hy l mt ngi hi hc nu bn c th thuyt phc khch hng tim nng ci bn c th thuyt phc h mua hng 8, ng bo gi qu sch v khi giao dch vi khch hng hy hc khoa hc v bn hng nhng hy s dng nh mt ngh thut thnh cng trong bn hng, khng ch c mt cch m c hng nghn cch. Bn s hc ca mi ngi mt cht ri kt hp vi kinh nghim ca bn, bin i chng cho ph hp vi tnh cch ring ca bn pht trin mt phong cch bn hng ring.

10 sai lm ph bin ca ngi bn hng


Nhng sai lm ny thng c nhng ngi bn hng cho rng mnh bit tt c nhng thc t l bit rt t hoc khng bit g c
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1, C nhng nh kin trc v khch hng - qua v ngoi, qun o, cch ni nng phong thi m c nhng nh gi kiu ngi v khch hng. 2, nh gi thiu chnh xc v khch hng khng a ra c nhng cu hi hp l v nhu cu hoc mong mun ca khch hng trc khi qu trnh bn hng bt u. 3, Khng lng nghe ch tp trung vo vic bn hng thay v c gng hiu r khch hng mun, cn mua nh th no. 4, H mnh hnh ng hoc ni t v b trn, khinh thng khch hng, lm khch hng c cm thy thiu cng bng trong qu trnh mua/ bn hng. 5, Gy p lc khch hng mua ngay hm nay nu bn bt buc phi s dng chin thut ny, khch hng s ngh rng bn s khch hng c th tm thy ngung hng tt hn ni khc. 6, Khng p ng nhu cu nu bn lng nghe khch hng, h s ni vi bn h tht s mun g. Hy tho mn nhng nhu cu o v khch hng s mua n. 7, Kt thc bn hng v nh ng v bn hng kh khn ng kt thc bn hng qu n gin. 8, Lm cho khch hng nghi ng nh ca bn nu khi kt thc bi gii thiu hay thuyt trnh bn chuyn t thi thn thin sang p buc hoc thay i iu khon gi c, khch hng s mt nim tin v bn s mt khch hng. 9, Thiu thnh thc s thnh tht l cha kha. Thnh tht l mu cht to s tin cy v xy dng quan h vi khch hng tim nng, ngi s tr thnh khch hng ca bn th hin nu bn than hf cng vi s chn thnh ca mnh. 10, Thi ti bit hp tc v lm hi lng khch h ng l im mu cht ng t chi khch hng cho d khng phi cng vic ca mnh.

7 nguyn tc ph bin bn hng thnh cng


Nguyn tc 1: nh v ng, bit cch thm d, v c k hoch trc s m bo cho bn lun tm c ngi cn tm, a ra c nhng thng ip ph hp thi im thch hp nht.
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Nhng ngi bn hng chuyn nghip hng u thng u t rt nhiu thi gian tm hiu mi th trc khi bn hng. Nhng ngi bn hng t kinh nghim v nhng ngi bn hng n thun thi c xu hng ngi i khch hng tm en vi mnh. Kt cc l h khng c chun b k cng phc v khch hng chu o. Nhng ngi bn hng th k XXI bit v hiu c sc mnh ca mng li khch hng, mng Internet, cc phng php marketing trc tip, cc chin dich gi email v cc cuc hi tho i vi vic tm kim khch hng tim nng, h bit c s khc bit gia ko v y khch hng. Nhng ngi bn hng thnh cng hiu rng chin lc ko khch hng gip h d t v tr tt hn trn thng trng, cng nh ginh c danh hiu bn hng chuyn nghip. Ln k hoch trc l k nng bn hng thng b b qua, nhng li l mt k nng v cng quan trng m bn cn phi nm vng. Bn cn thu thp nhng thng tin cn thit trc khi bn gp ai bt c u. Chin lc ko khch hng, gip bn c c hi u t nhiu thi gian hn cho cc khch hng tim nng quan trng nht nhng ngi hng ng bn. Nu bn ch n gin i li trn ng v mi mi ngi mua hng, bn s khng c thi gian tm hiu thng tin v khch hng tim nng v cng ty ca h trc khi gp h. (Ko khch hng: thu ht khch hng tim nng thng qua mt qu trnh tng hp t tham chiu thng tin t khch hng c n to mng li khch hng) Nguyn tc 2: Xy dng lng tin ngi s dng dch v da trn cch tip cn ph hp, khng nn chi phi khch hng.. Trong bn hng chuyn nghip xy dng lng tin quan trng hn nhiu so vi ch c yu thch n thun. Ngi bn hng hay mc mt sai lm tai hi l hay bt khch hng tim nng tin vo nhng u im ca sn phm ca mnh. iu ny thc ra khng ng, l cch bn hng theo kiu c. Trong bn hng, bn cn phi hiu v nh rng vic c tin cy tht s gi tr hn vic c yu thch. Mt khi bn c tin cy bn cng s c yu thch. Bn cn trnh vic c gng lm cho khch hng phi ng tnh, ng h mnh bng c. iu ny c ngha l bn khng t thi bt lch s th l hy gt gng vi khch nhng cng khng c ngha l xng xo mt cch thi qu, chi ph i cuc ni chuyn, hay qu thn mt qu nhanh nhu.
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Nguyn tc 3: Hi tt c cc cu hi thch hp theo ng cch, v khng nn quyt nh hay a ra bt k gii php no cho n khi bn bit c: Khch hng s mua sn phm g Khi no h mua H s mua nh th no H mua vi nhng iu kin g

vt tri trong cng vic bn hng, bn phi t ra vt tri trong vic t cu hi ph hp. ng thi tp trung lng nghe, ghi chp v ghi nh cu tr li. Sau , da trn cc cu tr li, bn hy a ra gii php chnh xc m khch hng tim nng ang tm kim. Cn trnh sa vo gii thch hot ng, kiu dnh, chwacs nng hay hiu qu ca sn phm, dch v ca bn m khng bit chnh xc khch hng trin vng mong mun nh th no v nhng iu . Bn khng th bit chnh xc cch gii thiu sn phm hay dch v ca mnh nh th no, tr khi bn bit chnh xc khch hng tim nng mun g sn phm . Cch duy nht l t ra nhng cu hi ph hp. Nguyn tc 4: a ra cc gii php thch hp da trn cc iu kin, quy nh v thng s m qua khch hng ca bn s ng mua. Bn hng da trn s ng dng sn phm: gii thiu sn phm hoc dch v bng cch gii thch chnh xc cho khch hng l h c th dng sn phm gii quyt vn ln nht, kh khn nht ca h nh th no, hoc ch ra c mt gii php m khch hng ang tm kim. iu ny tri ngc vi vic ch trng vo cc c im c trng, li ch, gi thnh v mu m sn phm. V khch hng lun tm kim cc gii php ti u, nn phng php bn hng da trn ng dng ca sn phm l ct li ca bn hng chuyn nghip. Nguyn tc 5: Khch hng thng mun ngi bn hng khng nh v cht lng sn phm hay dich v ca h. Tuy nhin, h cng s c n tng tt khi c ai , hoc t bn thn h kim chng c nhng li khng nh ny. Bn bn hng l nhm thu li mt iu g . Bn v khch hng tim nng ca bn u bit nh vy. Nhng iu khng hay l rt nhiu khch hng gp phi cc nhn vin hay thi phng s tht. Khch hng nh r iu v chn ngy vi kiu bn hng bng mi gi ny.
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Cch duy nht bn c th lm l lun to c hi cho nhng khch hng tim nng tip xc vi nhng khch hng cm thy hi lng vi sn phm hay nhng dch v m bn cung cp, c c nhng giy chng nhn ca cc khch hng ny, hoc h t kim chng gi tr sn phm hay dch v ca bn. Bn cng cn cn nhc vic la chn cc giy chng thc. Phi m bo rng cc giy chng nhn tin cy, miu t v bn cng nh sn phm, dch v ca bn v cng ty bn cng r v cnh n tng cng tt. l l do bn cn ly nhng nhn xt t pha nhng khch hng hon ton hi lng. Mt cch khc l thuyt phc khch hng ng c tn trong danh sch cc khch hng tim nng c th lin lc, vic h tr cc khch hng tim nng tip xc vi cc khch hng hon ton hi lng v sn phm, dch v ca bn c chng minh l mt phng php em li hiu qu cao. Mt phng php hiu qu khc l t chc cc bui kim tra th nghim sn phm hoc dch v c s tham gia ca cc khch hng tim nng h t kim chng nhng li khng nh t bn. Tuy nhin bn nn chc chn v cc thng s chng minh l bui th nghim thnh cng khng nh c gi tr tht ca sn phm v dch v ca bn. Nguyn tc 6: Bn khng th bn hng nu khng mi mi ngi mua hng ca mnh. Thnh cng ca vic bn hng c nh gi trn s lng sn phm hoc dich v m bn bn thnh cng cho khch hn g. iu c ngha l bn phi quyt on yu cu khch hng mua nhng g bn ang bn. Khng t ngi bn hng thc hin rt tt cc bc t thm d n tip xc vi khch hng nhng li tht bi trong vic mi khch mua hng, bn cn trnh ri vo trng hp . Mt vn ca ngi bn hng l c hc qu nhiu cc th thut kt thc bn hng hay vt qua tr ngi trong khi thc t vn l cn vn dng linh hot v hiu qu - cho d ch mt hai phng php, mt cch chnh xc nht. V nn nh nu bn khng thc s yu cu khch hng ca mnh lm mt iu g , s chng c chuyn g xy ra. Nguyn tc 7: Cng vic ch thc s bt u khi bn thuyt phc c khch hng s dng dch v ca mnh.

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Nhng ngi bn hng nn bit rng cc cng vic nh bo mt thng tin khch hng, chm sc khch hng trn c mc h mong i, lng trc cc vn , c mt vo mi lc d c tin hnh sau bn hng nhng v n l mt phn ca bn hng. Nhng ngi bn hng theo kiu chp git thng c gng bn hng vi bt c gi no, ha bt c iu g cho l cn thit bn c hng v sau c ht sc trnh giao dch vi khch hng mt ln na. Bn nn bit tm c mt khch hng l ht sc kh khn, cng vic ca bn l bin nhng khch hng tim nng thnh khch hng tht s ca mnh, ng thi bn cho h nhiu hn khi h c nhu cu s dng v hon ton hi lng. Khi hi lng h sn sng gii thiu cho bn cc khch hng tim nng ging nh h v chp nhn lm ngi chng thc hng u cho gi tr, cht lng cc sn phm hoc dch v ca bn. Tuy nhin c c iu , bn cn phi thit lp mt mi quan h lu di da trn dch v u vit, cam kt thc hin nhng g ha hn, v i i vi nhng khch hng mi ca mnh nh cc khch hng tim nng quan trng nht. Bn hng vi ngha giao dch vi bn hng vi ngha mi quan h c s khc bit rt r rt. Thc hin c mt giao dch bn hng ch l bc khi u cho vic to dng mt mi quan h. D t d nhiu, mi giao dch tip theo ca bn vi bt c khch hng no u ph thuc vo cch giao dch ca bn trong ln giao dch u tin. Mt cch lm hiu qu xy dng cc mi quan h vi khch hng vt qua tm mt giao dch n l l sau khi bn hng mt thi gian ngn bn nn gi in cho khch hng kim tra xem h c bt k thc mc, hay gp phi vn no khng trc khi h lo lng, chn nn v phn nn vi ngi khc, iu ny cng gip bn c nhng phn hi v cht lng dch v v sn phm ca bn c nhng iu chnh hp l hn. Trong thi gian tip theo lch s v s rt khn ngoan nu gi n mi khch hng mt th cm n ring, iu ny s gip bn gi khch hng vi mnh lu hn bn tng.

19 c im d bo tht bi trong ngh bn hng


1, Khng tin vo bn thn. 2, Khng tin vo sn phm ca mnh. 3, Khng th ra v t c nhng mc tiu. 4, Li bing, ni nhiu hn lm hoc khng chun b trc khi bn hng. 5, Khng bit chp nhn s t chi. 6, Khng nm vng kin thc v sn phm ca bn. 7, Khng hc v thc hin nhng iu cn bn trong bn hng.
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8, Khng hiu v khng bit cch p ng nhu cu ca khch hng. 9, Khng bit lng nghe. 10, Khng th thch ng vi nhng thay i. 11, Khng tun theo nguyn tc. 12, Khng th hoc khng bit hp tc vi ngi khc (ng nghip khch hng). 13, Qu ch k ch tnh ton n li ch c nhn. 14, Khng thc hin nhng g bn ha vi cng ty v vi khch hng. 15, Khng xy dng c quan h lu di. 16, Khng nhn thc c rng lm vic chm ch s to ra may mn. 17, li cho ngi khc khi trch nhim thuc v mnh. 18, Thiu kin tr. 19, Tht bi trong vic to ra v duy tr mt thi sng tch cc.

2, Cc hnh thc bn hng v cung cp dch v


Chc nng chnh ca bn hng hay dch v l lun chuyn cc sn phm, dch v t nh sn xut, nh cung ng dch v n cc khch hng nhm tha mn nhu cu tiu dung, nhu cu sn xut hoc nhu cu tm kim li nhun, do ty thuc vo mc ich v hiu qu ca qu trnh lun chuyn m c cc hnh thc bn hng, dch v khc nhau. Di y l mt s hnh thc chnh: o Bn l o Bn bun o Bn qua in thoi o Bn qua Internet Phn tch cc hnh thc bn hng lin quan n cung cp dch v MegaVNN: Bn l: hay bn cc dch v trc tip cho cc c nhn giao dch ti cc phng giao dch trc tip ca VDC, cc ca hng do VDC y nhim, cc bu in tnh thnh ph c cung cp dch v. c im ca hnh thc bn hng ny th hin qua ch th bn hng chnh l cc ch ca hng bn l hoc nhn vin bn hng, khch hng thng l cc khch hng nh s dng vi nhu cu c nhn, hoc nhu cu h gia nh nn thng l cc gi dch v nh c gi tr thp, tuy nhin s lng khch hng dng ny chim phn ln, khch hng thng a dng v thnh phn tuy nhin mc trung thnh thng khng cao, sn sng thay i nh cung cp dch v. Bn bun: thng qua cc dng hp ng cung cp dch v ln vi cc cng ty, cc t chc, cc im dch v trung gian (game, internet) y l cc khch hng ln thng
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s dng vi dung lng v cc gi dch v c quy m, gi tr ln, kh tnh trong vic la chn cc dch v, yu cu cao v thng trung thnh vi dch v trong thi gian di. Hnh thc bn hng qua in thoi v bn hng qua Internet ch a c pht huy trong cung cp dch v MegaVNN.

3, c im v li ch dch v MegaVNN
Sn phm l nhng vt th hu hnh hay v hnh (dch v, tng) c kh nng tha mn nhng nhu cu nht nh. Mt sn phm tr thnh hng ha khi n c cho bn trn th trng. Mt sn phm thng c 3 thnh phn c bn: Thnh phn ct li sn phm th hin qua cng dng hay li ch sn phm. Li ch sn phm l nhng cng dng, ch li m sn phm mang li cho khch hng, li ch c tnh c trng ring, n p ng nhu cu c nhn ca chnh khch hng ng thi li ch dng bn. N tr li cho cu hi C li g cho ti? Thnh phn sn phm hin thc th hin qua c im ca sn phm nh: nhn hiu, kiu dng, cc cch ng gi, cc dng dch vc im sn phm chnh l nhng nt c th lm nn thuc tnh sn phm, dng gii thiu v tr li cu hi ca khch hng N l ci g? Thnh phn sn phm b sung th hin qua nhng dch v km theo, khuyn mi them nh bo hnh, lp t, vn chuyn Phn tich theo cc thnh phn trn c th s nm r c cc c im v li ch ca dch v MegaVNN ng thi cng gip nhn vin bn hng c th h thng thng tin v gii thiu cho khch hng mt cch hiu qu nht.

4, Ngi bn hng trc tip - ngi c vai tr quan trng nht


Ngh bn hng c cho l mt trong nhng ngh xa nht trn th gian, c gi bng nhiu chc danh khc nhau nh: nhn vin bn hng, k s bn hng, i din bn hng, nhn vin pht trin kinh doanh, nhn vin t vn sn phm, i l .v.v. Lc lng bn hng khng ch c trong cc doanh nghip hot ng kinh doanh mua-bn, m chng ta cn c th thy trong nhiu loi hnh t chc khc. Chng hn nh cc trng i hc nc ngoi tung nhn vin i chiu m hc sinh cc nc (trong

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c VN). Cc phng khm y t t chc nhn vin n c quan bn dch v khm bnh. v.v. Ngi bn hng ngy nay ng mt vai tr quan trng trong doanh nghip. H c o to nghip v mt cch bi bn khng ch bn sn phm m cn xy dng v duy tr mi quan h lm n lu di vi khch hng. H cn l nhng nh chuyn mn c kh nng pht hin v gii quyt nhng vn kh khn ca khch hng thng qua nhng gii php m h mang li. Ngi ta thng h thp gi tr ngh bn hng v hiu khng ng n v nhng ngi bn hng. l quan im sai lm. Vai tr ca ngi bn hng l rt ln. Ngoi vic, nhng ngi bn hng l nhng ngi trc tip lm ra doanh thu, h cn l nhng ngi truyn ti hnh nh v b mt ca doanh nghip. Cng vi s pht trin ca cng ngh thng tin nhng thut ng bn hng t ng (sales force automation) hot ng bn hng qua Internet, in thoi, v cc giao dch in t khc ang t ra cu hi vi cc nh doanh nghip: liu chng ta c cn cn i ng bn hng na hay khng? Cu tr li l C. Trc khi hiu c ng n vai tr ca lc lng bn hng, hy t cu hi cho chnh mnh lc lng bn hng lm g? v ti sao mt s hng nh Microsoft, Vodaphone lun o to v tuyn chn k cng lc lng bn hng trong khi mt s hng tiu dng khc li khng lm nh vy? hay C phi lc no bn hng cng l cung cp gii php cho khch hng hay khng? Gii thch c nhng cu hi trn, cn phi phn bit r hai hnh thc bn hng. Th nht l bn hng mang tnh cht giao dch (transactional sales), hnh thc bn hng p dng cho nhng hng ho tiu dng mang tnh ph bin nh bn chi nh rng, x phng, bt, sch... y l nhng hng ho m ngi tiu dng t c s phn bit v khng i hi s tr gip t ngi bn, vai tr ca ngi bn khng cn c bit quan trng na. iu m ngi tiu dng cn l mt gi c cnh tranh v s thun tin trong vic mua bn. Nh vy th im mu cht vn l xy dng c mt mng li phn phi rng v gi thnh h do vic sn xut t n li th nh quy m. i vi nhng mt hng bn theo hnh thc ny, cc hng c th tit kim c chi ph nh p dng cng ngh thng tin hay nhng cng ngh khc. Sn phm d oanh nghip ri vo hnh thc bn hng ny l iu nguy him nht, bi li nhun trn tng sn phm ngy cng t, cnh tranh ngy cng cao. Th hai l bn hng t vn (consultative sales) l hnh thc bn nhng sn phm c i km vi dch v t vn. V d: bn cc thit b tin hc, cc sn phm cng ngh cao v nhng sn phm khng d dng s dng v ci t. Ngi bn hng nhng sn phm hnh thc ny cn gip khch hng hiu c nhng vn vng mc ca h,
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nhng c hi c th c, tm ra nhng gii php sng to cho khch hng. Lc lng bn hng t vn hot ng tt nht khi cc sn phm ca h: khc bit vi sn phm ca i th cnh tranh, sn phm hoc dch v c th thch nghi hoc ty bin theo yu cu ca khch hng, qu trnh chuyn ch v ci t i hi tr gip t pha nh cung cp. Theo 2 m hnh bn hng n u trn th vic cung cp cc dch v ADSL n h MegaVNN thuc vo m hnh th 2, do c i hi kh ln i ng bn hng, i hi nhng ngi bn hng trc tip phi c kin thc chc chn v tt c cc dc h v ca cng ty cng nh tt c cc quyn li, cc li ch, cc dch v km theo c th t vn hiu qu nht cho khch hng. Nhn vin bn hng s l chic cu ni gia khch hng v nh cung cp dch v. Nhn vin bn hng va phi chm sc quyn li ca cng ty mnh: bn c cc gi dch v do cng ty cung cp. Mt khc phi chm sc quyn li ca khch hng: mua c gi dch v ph hp vi nhu cu s dng vi mc gi ph hp nht, mang li li ch cao nht cho khch hng. Cui cng bn hy nh iu ny: L mt ngi bn hng bn l ngi quan trng nht trong th gii kinh doanh s chng c kinh doanh cho n khi bn bn c dch v m cng ty bn cung cp.

II, Phn tch nhu cu


1, Nhu cu v sn phm
Nhu cu hay c mun l nhng trng thi cn tha mn, cn t c trong tm thc. Cu sn phm l trng thi cn t c, cn tha mn trong tm thc v sn sang hnh ng tha mn v t c. Ty vo nhng lnh vc khc nhau m c nhng quan im khc nhau v nhu cu. Theo quan im Marketing th nhu cu bao gm: Nhu cu c pht biu i tng cng khai by t nhng mong mun ca bn than Nhu cu khng c pht biu i tng khng cng khai by t nhng mong mun Nhu cu thc i tng rt quant m n nhng li ch thit thc t sn phm Nhu cu b mt i tng mun ngi khc nh gi cao bn thn thng qua vic s dng sn phm, dch v Theo l thuyt phn cp nhu cu ca Maslow th con ngi c 5 loi nhu cu t thp n cao:
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Nhu cu sinh hc Nhu cu an ton Nhu cu x hi Nhu cu t trng Nhu cu t th hin bn thn 2 nhu cu u l cc nhu cu cp thp d tha m n v c c im l cc hot ng s tha mn 2 nhu cu ny trc ri mi n cc nhu cu sau. 3 nhu cu sau l cc nhu cu cp cao v kh tha mn hn, thng n sau khi tha mn cc nhu cu cp thp. Theo l thuyt E.R.G ca gio s Clayton Alderfer ch c 3 loi nhu cu: Nhu cu tn ti (gm nhu cu sinh hc v nhu cu an ton) Nhu cu quan h (gm nhu cu x hi v mt phn nhu cu t trng) Nhu cu pht trin (gm nhu cu t th hin bn thn v mt phn nhu cu t trng) c im tha mn nhu cu con ngi l theo ui tt c cc nhu cu cng lc, nu mt nhu cu b cn tr th h s dn n lc tha mn cc nhu cu khc. Theo thuyt nhu cu ca Maslow ta c th vn dng tm hiu nhu cu ca cc khch hng s dng dch v Internet ADSL, mt khc nh cung cp dch v khi nm r cc nhu cu ca khch hng theo thp nhu cu Maslow cng c th pht trin dch v theo hng p ng cc nhu cu trc tip ca khch hng. V d nh pht trin cc gi cc vi hnh thc cung cp, ng gi, trnh by th hin vic p ng cc nhu cu c th, nh gi an ton (tp trung nhu cu an ton), gi ng cp (tp trung nhu cu th hin bn thn), gi c bn (p ng yu cu c bn ging nh nhu cu sinh hc), gi bn b (tp trung nhu cu x hi)

2, Tha mn nhu cu khch hng


Trong cng ty, ch c mt ng ch duy nht l khch hng. Khch hng c th ui vic bt k ai, t gim c cho n nhn vin, n gin ch bng mt hnh ng mua hng cng ty khc y l cu ni ni ting ca SAM WALTON ng i sng lp h thng si u thi WAL-MART, mt cu ni mt ln na nhc nh tt c nhng ngi lm dch v v bn hng v vai tr quan trng ca khch hng trong thi trng cnh tranh khc lit hin nay.
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C th ni khch hng l l do cho s tn ti ca nhng ngi bn hng v c nhng cng ty sn xut cung cp cc dch v. H l ngi thanh ton cc ha n cng nh tr lng cho mi nhn vin trong cng ty, h l ngi cho php cng ty tip tc hot ng hay l ph sn. Chnh v th mun tn ti cc cng ty, v c bit nhng ngi bn hng, nhng ngi tuyn u quan trng tip xc vi khch hng phi hiu r khch hng cn g tha mn nhu cu ca h. Di y l cc nhu cu quan trng nht m khch hng mong mun 1, ng tin cy: Khch hng mun ngi bn hng, cung cp dch v phi lm trn bn phn. H mun nhng g ha c bo m, thng h mun nhiu hn ch khng bao gi t hn nhng g c ha hn. 2, Nhanh chng: i vi khch hng i ch l cc hnh, khch hng khng quan tm v nhng l do g m bn chm cung cp dch v cho h. Do mi vic nht thit phi c lm ngay hoc t nht l nhanh nht c th, s nhanh chng chnh l mt li th so snh c bn. Hin nay cc phng tin in t v cng ngh cao cho php vic phn hi nhanh chng cc nhu cu ca khch hng mt cch hiu qu nht vi mt s gi vi dch v ADSL: Gii p cc thc mc qua in thoi trong mt gi Tr li th in t trong ngy Chp nhn yu cu ca khch hng qua cc phng tin trc tuyn Bo m vic lp t dch v cho khch hng nhanh nht Gii quyt cc vn k thut v bo hnh trong thi hn ngn nht, tt nht l trong ngy hoc sau mt ngy

3, Tm l: Thng th cc cng ty khng lc tha mn tt c cc yu cu ca khch hng cng lc v hn ch v ngun lc, nhng nhng nhn vin tip xc vi khch hng cn hiu v t mnh vo v tr ca khch hng hiu s bc tc, tht vng hay gin d ca h. Hy khch hng thy rng bn lun hiu h v ni cho h bit nhng g chng ta s lm gip h ngui gin. 4, C kin thc: C kin thc, chng ta s c tn trng, kin thc gip ta a ra cu tr li v cch gii quyt vn nhanh chng nht. Kin thc cng tng cng kh nng khng ch khch hng bng cch lm tng nh hng ca chng ta i vi h.
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5, Tnh xc thc: S hin hu vt cht ca bt c iu g lien quan n chng ta v t chc ca chng ta s l thong ip v tnh hp dn, s r rang v tnh hu ch. Tnh xc thc th hin qua sn phm, s c th ha cc gi dch v, qua ti sn, qua trang phc v bt k th g khch hng nhn thy v cm nhn c. 6, Gi tr: khch hng s khng ngi tr them tin nu h ngh rng h nhn c nhiu hn. Bn cng nh nhn, ng tin cy v nhanh nhn bao nhiu th bn cng thu c nhiu by nhiu so vi i th cnh tranh. Hng ngy chng ta nn t lu v cc nhu cu ca khch hng. Ngay khi chng ta c mt cuc gp khng thnh cng vi khch hng hy t kim tra li xem mnh b qua nhu cu no ca khch hng, hy hc t thc tin v lm tt hn vo ln sau. i vi mi khch hng s c nhng u tin khc nhau cho cc nhu cu. C ngi s c u tin vi s nhanh chng, trong khi vi ngi khc li l hiu tm l. Mc d cc nhu cu u quan trng tuy nhin qua thm d ta phi hiu vi mi khch hng, mi thi im s c nhng nhu cu quan trng khc nhau, vi mt khch hng vo cc thi im khch nhau thi nhu cu quan trng nht cng khc nhau, t s ra c cc hng tip cn ph hp nht nng cao kh nng thnh cng. Hy t nhc nh mnh 10 iu sau v khch hng lun chm sc tha m n khch hng tt nht: 1, Khch hng l ngi ng gp vn quan trng nht ca cng ty sau mi n hi ng qun tr hay cc c ng 2, Mi khch hng u khc nhau v cng vic ca ngi bn hng l quan tm v tha mn nhu cu ca tng khch hng 3, Khch hng khng ph thuc vo chng ta m chng ta ph thuc vo khch hng 4, Khch hng xng ng c hng cc gi tr. Mi hot ng ca cng ty u phi trc tip hay gin tip to ra gi tr khch hng. Qu trnh no khng to thm c gi tr th nn loi b hay ct gim. 5, Khch hng lun c nhu cu cng vic ca chng ta l tm ra v tha mn nhu cu
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6, Khch hng mong mun c c s quan tm c nhn ca chng ta i vi h 7, Khch hng khng phi l nhn t lm gin on cng vic ca chng ta m l l do chng ta lm vic 8, Khch hng l ngi thanh ton cc ha n v tr lng cho chng ta 9, Khch hng mun c mt ngi bn hng trung thnh vi h - mt ngi bn ng tin cy v ng kinh trng 10, Khch hng l ngi ng v tr quan trng nht Ch : Chi ph c mt khch hng mi cao gp 5 ln chi ph ta phc v mt khch hng quen.

3, Cc yu t nh hng n hnh vi mua hng


A, Cc yu t nh hng n hnh vi mua hng Cc kch thch t pha nh cung cp Nh cung cp kch thch khch hng tim nng thng qua hot ng truyn thng v sn phm, cc chnh sch v gi, hot ng bn hng v cc li ch cng thm. Cc cng c v phng thc truyn thng ph bin hin nay nh: qung co trn truyn hnh, quan h cng ng, cho hng c nhn, qung co trn bo hay trn cc bng hiu, trn cc n phm v vt phm qung co. Kch thch t dch v cung cp: nh cung cp s truyn t cc thng tin v c im chung dch v, li ch ca dch v, cc bo m v cht lng dch v, kh nng tha mn cc nhu cu c bit ca khch hng, cc c im ni tri v u vit ca gi dch v ca mnh so vi cc nh cung cp dch v cnh tranh khc. Chnh cc thng tin ny s to ng lc tha mn nhu cu ca cc khch hng c nhu cu r rang, gip i tng nhn din nhu cu nu cha r rang hoc lm pht sinh nhu cu khi dy ham mun ca con ngi. Bn cch chnh bn thn dch v c th l mt cng c kch thch i tng, thng qua biu tng v dch v vi cc c trng nh mu logo, slogan

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cc sn phm c c th ha vt cht ha ca dch v cng li ko i tng quan tm v kch thch i tng s dng. Kch thch t gi bn, gi thu bao cc dch v: Qua gi ny cc i tng s nhn din c chi ph b ra tha mn nhu cu. Gi thnh cn th hin cht lng ca gi dch v trong tm thc ngi mua (theo quan nim tin no ca ny). Cc thong tin v gi c thng rt c quan tm, s bin ng gi c c nh hng ln n hnh vi mua hng ca i tng. Kch thch t vic bn hng: Mc bao ph cc khu vc ca dch v cng nh hng ln n quyt nh mua ca khch hng, khch hng s quan tm n cc dch v d kim d tip cn v c bao ph rng hn. Ngoi ra vic bn hng cn lien quan n nhiu vn khc nh cch bi tr ca hng, i l, cch giao tip v cc k nng lm vic ca nhn vin bn hng cng c nh hng trc tip n hnh vi mua ca khch. Kch thch t cc chng trnh tng gi tr: Vic s dng cc chng trnh khuyn mi v cc dch v ph cung cp sau khi mua, thu bao dch v chnh cng c tc ng ln n hng vi mua ca khch hng. Cc nh hng t mi trng Yu t kinh t: Khi kinh t pht trin thu nhp n nh v tng ln th kh nng mua bn s cao hn v ngc li Yu t cng ngh: Vic cc cng ngh mi xut hin hay cc sn phm, dch v c tch hp nhiu yu t tin ch hn cc sn phm cng s lm khch hng c tm l la chn n o nhiu hn khi chn nh cung cp dch v hay cc gi dch v khc nhau. Yu t vn ha x hi: Cc yu t ny khng ch nh hng trc tip n hnh vi mua hng m cn tc ng n cc c tnh ca th trng, quy m th trng do s tc ng n quyn la chn ca ngi mua. Yu t t nhin: Ch yu nh hng n phn b dn c, bao ph ca dch v t nh hng n quyt nh mua hng. Nhng tc ng t c im ngi mua Vn ha: Lin quan n trnh nhn thc, hc vn ca i t ng, t nh hng n cch thc i tng nhn xt nh gi mt vn , h thng cc quan im
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gi tr c nhn ca i tng. Nhng yu t ny nh hng n qu trnh nhn nh nhu cu, thu thp thng tin, nh gi cc phng n thay th v qua trnh quyt nh cc hnh ng la chn tha mn nhu cu. Quan h x hi: Yu t x hi m t phng thc m i tng thng qua quan h tng tc vi gia nh, bn b, ng nghip v nhng nhm ngi khc. Biu hin qua vai tr, tm quan trng gia i tng vi mi ngi v ngc li t nh hng n hnh vi v quyt nh ca khch hng. Tm l: Yu t tm l nh hng rt ln n hnh vi mua hng ca i tng. Nhng yu t tm l bao gm: ng c: khi i tng c nhu cu nhng cha c tha mn, t ng c xut hin thi thc i tng tin hnh cc hnh ng tha mn nhu cu. Nhn thc: i tng tip nhn cc thng tin kch thch t nh sn xut v t mi trng sau s din gii cc kt qu tng hp theo tm thc ca c nhn. Lng tin: Nhng quan im ca i tng v mt s vt hay hin tng. Chnh nhng suy ngh kiu quan im ny c nh hng ln n thi . Lng tin ca i tng i vi sn phm, dch v c th dn n thi tch cc hay tiu cc khi quyt nh mua sn phm . Thi : Th hin quan im ca i tng trc mt vt th - sn phm, dch v hay mt hnh ng nh mt chng trnh qung co. T quan im ca i tng bc l thnh cc hnh vi ng x ca i tng, chnh nhng hnh vi ng x ny s tc ng n quyt nh mua hng ca i tng. Li sng: Th hin qua cc cch thc sinh hot, nhng iu a thch v cc quan im sng ca i tng, li sng s nh hng rt nhiu n hnh vu mua sm ca i tng. B, Phn tch quy trnh ra quyt nh v phn ng la chn ca khch hng Bc 1: Nhn dng nhu cu Qu trnh quyt nh mua hng c bt u bi vic nhn dng nhu cu. Trong bc ny, i tng d dng nhn dng nhu cu khi thc s c nhu cu r rng. Bn cnh c nhng nhu cu khng r rng v ch bc pht khi c kch thch bn ngoi v nh
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khi ang bc mnh v mng ca Viettel v tc chm hay mt mng th thy qung co khuyn mi dch v cht lng ca VNN s xut hin nhu cu thay i nh cung cp dch v. Cui cng l dng nhu cu t pht l nhu cu khng r rng m cng khng c mm mng t trc ch xut hin khi c mt kch thch c bit v nh trng v s nn c nhu cu mua mt s th t tin m khng c nh mua trc . Bc 2: Tm kim thng tin Sau khi nhn dng nhu cu i tng bt u tm kim cc thng tin lin quan. Thng tin c th l cc sn phm lin quan c th tha mn nhu cu, nhng nhn hiu sn phm trn th trng lin quan, nhng nh sn xut, gi c, ni bn v cc dch v km theo Mt khc, i tng c th tm kim thng tin qua cc phng tin thng tin i chng, qua bn b, ngi thn trong gia nh, ng nghip hay hng xm. Ngun cung cp thng tin cng c th xut pht t cc vt phm qung co, cc ch ca hng, nhn vin bn hng. Bc 3: nh gi cc phng n thay th Sau khi thu thp thng tin i tng cho l y , bc tip theo i tng s tin hnh nh gi cc phng n la chn quyt nh mua mt nhn hiu sn phm ph hp nht. C s nh gi thng cn c vo nhng yu t nh: cc nhn hiu sn phm lin quan, gi bn, a im bn, mc d dng khi mua, nhng li ch ring ca sn phm, uy tn thng hiu, cht lng sn phm, mc a chung, nh gi ca cng ng v cc ngun lc c nhn c th. Mc quan trng ca cc yu t t y thuc c im ca tng i tng thng thng vi dch v ADSL i tng quan tm n cht lng dch v, dch v chm sc khch hng, kh nng p ng cc yu cu bo hnh bo tr nhanh chng ca nh cung cp dch v. Trn c s nh gi cc thay th ny i tng s a ra quyt nh mua sn phm ph hp nht. Bc 4: Quyt nh mua Trong bc ny i tng tin hnh vic mua hng. Tuy nhin c 2 yu t c th nh hng n vic mua hng: thi ngi bn hng v nhng tnh hung bt ng c th xy ra vi khch hng. Bc 5: Hnh vi sau mua hng Hnh vi sau mua hng cng l mt thnh phn trong qu trnh mua hng ca i tng. S hi lng hay khng hi lng ca i tng sau khi s dng dch v s nh
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hng rt ln n kh nng tip tc s dng dch v ca i tng. Mc hi lng ca i tng c o lng cn c theo s chnh lch gia li ch mong i ca i tng vi li ch thc t m i tng c c sau khi s dng dch v. C 5 mc ca s hi lng Rt hi lng: thc t ln hn mong i Hi lng: thc t bng mong i Cha hi lng: thc t thp hn mong i Khng hi lng: thc t thua xa mong i Tc gin: thc t hon ton khng p ng mong i Ty vo mc hi lng c th m i tng s c nhng hnh ng tip theo tng ng, nhng hnh ng ny c th l tip tc s dng dch v, tr thnh khch hng trung thnh ni tt v sn phm trong cng ng v gii thiu cc khch hng mi cho nh cung cp, ngc li s l ngng s dng dch v, ni xu v nh cung cp v dch v, can ngn cc khch hng tim nng n vi sn phm.

III, c im hng ha dch v


1, c im hng ha dch v
V hnh: iu ny kh r rng cc sn phm dch v khng phi l cc sn phm hng ha c th, khng phi vt cht nn khng th thy, s, cm nm nh cc hng ha thng thng. ngi bn hng dch v khi bit c im ny ca hng ha s phi nm tm cch khc phc chng minh tnh hi u qu v cht lng ca sn phm dch v thng qua tnh cht ch trong quy trnh cung cp dch v, qua nhng li ch m khch hng s c hng v qua cc cam kt v cht lng v cc ch bo hnh, hu mi. Khng th tch ri: vic sn xut v cung cp dch v thng din ra cung mt lc v nh vic to ra v cung cp vic kt ni internet cho khch hng l cng mt lc khng th tch ring vic sn xut v cung ng n cho khch hng. Do tnh cht ny ngi s dng dch v thng c xu hng mong mun dch v c cung ng theo mt cch c th hoc cch c bit no iu ny cng to thm nhng gnh nng cho nhng ngi lm phn phi dch v v bn cc sn phm dch v. Khng th d tr: khc vi cc hng ha thng thng khc, dch v khng th ct trong nh kho s dng dn. Vi mi dch v nu khng s dng gi tr s dng ca n ch trong khong thi hn, khng gian gii hn nu khng s dng ng thi im th gi tr ca dch v s bin mt mi mi. (v nh xem phim nu bn mua v m khng vo xem th gi tr ca dch v s khng th ly li). Mt vn khc ca tnh khng
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th d tr l khi c s bin ng trong nhu cu s dng, v d khi t ngt tng cao th s khng c d tr tung ra lm n nh nhu cu t bin ny, iu ny ng ngha vi kh nng suy gim cht l ng hoc cht lng khng n nh ti cc thi im khc nhau. Tnh bin thin: thng thng cht lng v mc n nh ca cc dch v thng khng cao v chu s bin thin ln, c im ny l do dch v c cung cp trc tip hoc gin tip bi con ngi v cc trng thi hnh vi ca con ngi thng rt kh kim sot. Dch v ly nn tng l con ngi do c th thay i rt nhiu qua tng ngy ty theo trng thi tm l ca ngi cung cp dch v (vui, bun, tc gin) ty thuc vo kinh nghim, trnh , thi vi cng vic, phong cch th hin c nhn iu ny cng rt quan trng trong qu trnh bn hng, khng nn tch ri chc nng ca cc b phn qu nhiu, vic mt ngi ch bn v xy dng quan h trong khi ngi khc cung cp dch v trc tip s c kh nng gy ra s bt an vi khch hng. Ngoi 4 c im trn cn c 2 yu t khc phn bit dch v vi hng ha vt cht 1, Cc chun nh gi mc tha mn khc nhau, khi mt sn phm vt cht nh t, my tnh ngi ta c th nhn thy v kim tra kh nng vn hnh th vi bt c mt dch v no ngi ta ch c th kim tra cng nh bit cht lng dch v sau khi s dng n 2, V bn cht ngi s dng khng th nhn thy quy trnh sn xut ca dch v nh kiu nhn mt ci xe c lp rp trong nh my do mt iu v cng quan trng vi ngi bn hng v nhn vin t vn khch hng l phi lm cho khch hng c th cm nhn, nh gi c qu trnh dch v t m xc nh cht lng v gi tr ca dch v

2, Khc phc cc tr ngi ca hng ha dch v


Khi mua bt k mt loi dch v no khng ch l dch v ADSL, khch hng u c cm gic rng h c th s gp phi mt ri ro no , n gin l v dch v l mt th sn phm v hnh. Khch hng tht s khng th bit trc mnh s nhn c nhng g tt p cho n khi h b tin ra th nghim dch v . Ni cch khc, i bn mt dch v chnh l bn mt li ha rng doanh nghip s em n cho khch hng mt iu g c li.

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Khi phi ra quyt nh c nn s dng mt dch v, khch hng cn mt iu g hu hnh c an tm. iu h thng quan tm nht l gi c, bi v y l mt yu t hu hnh, c th gip khch hng so snh dch v ny vi dch v khc. Nhng nu nh cung cp no cng cnh tranh bng gi th cui cng chng c ai c li. Do , bn c mt dch v, iu cn bn nht l xy dng lng tin ca khch hng vo li ha ca nh cung cp. Di y l mt s gi cho vic xy dng lng tin ca khch hng. Sn phm ha" dch v iu ny c ngha l bin ci v hnh thnh ci hu hnh. y cng l cch d thc hin nht. C th l nh cung cp dch v c th son ra nhng ti liu gii thiu hng dn s dng dch v, trong c th a ra nhng b quyt gip khch hng s dng dch v mt cch hiu qu, cc li ch vt tri so vi cc i th cnh tranh, cc cam kt bo m v dch v ca nh cung cp, cc chng tr v cht lng c trao tng, cc nhn xt tch cc ca khch hng khc Nhng ti liu ny c th c in thnh cc tp sch nh, brouchue, catalo, a ln cc website, hay lu tr vo mt CD, c pht trc tip cho khch hng ti mt hi ch, trong bui thuyt trnh hay ngay ti ca hng khi khch hng n thm quan v ng k dch v. Thng qua nhng ti liu hng dn ny, khch hng s cm thy gn gi v hiu r dch v hn. Bn km mt dch v vi mt dch v hay sn phm khc Nu gii thiu dch v cho khch hng theo kiu ging nh trnh by mt thc n vi nhiu mn di l th cc nh hng, nh cung cp dch v s lm cho khch hng b "bi thc". H s cm thy bi ri v khng bit nn s dng dch v no. Trong khi , nu cho bn mt dch v km vi mt dch v hay sn phm khc c lin quan vi nhau to thnh mt "gi" v p ng nhng nhu cu c th ca khch hng, doanh nghip c th bn c nhiu dch v hn. V d, mt doanh nghip bn xe h i c th bn km theo dch v bo tr xe tr trc. Trong mi s kt hp ny, doanh nghip c th to thnh nhiu gi" sn phm dch v khc nhau p ng tng nhu cu c th ca cc khch hng ty theo mc ng gp ca khch hng (c th chia khch hng thnh nhiu loi nh "bch kim, "vng", "bc" theo mc ng gp ca h cho doanh nghip). To ra nhng dch v mi bng cch kt hp vi cc i tc
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Khi khch hng bt u nhn ra rng dch v c a nh cung cp ny khng khc bit bao nhiu so vi dch v ca cc nh cung cp khc cng l lc h bt u quan tm hn n gi c. iu cng c ngha l nh cung cp dch v s kh bn dch v hn. thot khi tnh trng ny, nh cung cp dch v c th kt hp dch v ca mnh vi dch v ca cc i tc khc to ra mt dch v mi nhm hp dn khch hng hn. Chng hn, mt cng ty t vn tip th c th hp tc vi mt cng ty qung co v mt cng ty thit k website cho bn gi dch v "B quyt thnh cng dnh cho cc doanh nghip mi thnh lp" bao gm cc dch v t vn v tip th, xy dng nhn hiu, xy dng website. Trc khi p dng chiu thc ny, doanh nghip cn lu lng nghe khch hng v tm hiu cc m hnh s dng dch v ca h. To ra nhng dch v trn gi Khi nhng cch ni trn khng c nhiu tc dng, nh cung cp dch v c th p dng hnh thc ny. Bt u l vic xc nh tn ca mt dch v nh mt qu trnh xuyn sut t u n cui. K n, c n i su vo phn tch tng giai on, nu r nhng u im ni bt m nh cung cp dch v c th em n cho khch hng, sau tp hp tt c cc thng tin ny trong mt CD hay mt tp h s. Bng cch ny, nh cung cp dch v s chng minh cho k hch hng thy tnh chuyn nghip v s hiu bit rng ca mnh trong lnh vc dch v v c th gii quyt mi vng mc ca khch hng. im chung ca tt c cc k thut ni trn l chng s to ra cho nh cung cp dch v mt c hi trnh by, th hin vi khch hng tt c nhng gi tr m nh cung cp dch v c th em n cho h thng qua dch v ca mnh. Thng thng, nh cung cp dch v thng cho rng khch hng hiu bit t nhiu v dch v m h gii thiu. Nhng iu quan trng nht l lm cho khch hng hiu c iu g nh cung cp dch v c th cng hin.

3, Sn phm dch v ADSL c trng, tr ngi.


Nh mt sn phm dch v in hnh, dch v ADSL c nhng c trng ca mt sn phm dch v: V hnh tr ngi ln trong vic cm nhn s khc bit gia cc sn phm dch v ADSL gia cc nh cung cp, phn ln khng c cc c im vt th khch
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hng c th so snh, ch yu vn ang da vo yu t gi c nh gi gia cc nh cung cp. Khng th tch ri Khng th d tr - vic ny to ra kh khn thng xuyn v lm cho khch hng khng hi lng nht l tc mng chm, kh nng b mt mng cao, mng chp chn khng n nh. Tnh bin thin tr ngi rt ln trong vic cung cp dch v, khi thc hin bn hng trc tip, khi t vn s dng dch v hay tr li qua in thoi c nh hng rt ln n s hi lng ca khch hng, s hi lng ca khch hng s nh hng ln n doanh s ca nh cung cp trn th trng Vi cc c trng ca sn phm dch v nh cung cp (VNPT - VDC) c th xem xt cc gi khc phc ng dng trong dch v ADSL c gi trn: Sn phm ha dch v bng catalo gii thiu, cch ng gi, cc chng nhn cht lng, cc li gii thiu uy tn, cc cam kt (v d th bo m, th bo hnh, th khch hng VIP), trng by cc a im giao dch khc bit v c khng gian khch hng th nghim cc gi sn phm, h c th cm nhn cht lng ca cc gi sn phm khc nhau. Kt hp vi cc dch v, sn phm, nh cung cp khc v d nh vi cc cng ty tin hc, cc cng ty my tnh, cc cng ty dch v tng hp, cc cng ty cung cp tr chi trc tuyn, cc mng li phng game Xy dng cc gi cc trn gi a dng h n hng ti cc i tng nh hc sinh, sinh vin, thng nhn, vi cc chnh sch u i, khuyn khch, cc ch bo hnh chm sc hiu qu v linh ng hn

CHNG II, HOT NG CHO - BN HNG V TRNG BY *******


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I, Chu trnh bn hng


1, Chu trnh bn hng 6 bc
Chu trnh bn hng l mt qu trnh din ra hot ng bn hng t khi xc nh khch hng n chun b, tip xc, bn hng v cc hot ng sau bn hng. Trong qu trnh ny cc chuyn gia bn hng khng phi th ng ch khch hng mi khm ph nhu cu m ch ng tm kim mi thng tin v khch hng tim nng, lu tr v ln k hoch s dng cc thng tin mt cch hiu qu. Bc 1: Khm ph nhu cu Hot ng khm ph ch yu xc nh nhu cu, kh nng chi tr v ng lc mua hng ca khch hng tim nng. Ngun thng tin c th t cc phng tin truyn thng, internet, cc khch hng hin ti, cc i th cnh tranh, cc cuc trin lm, hi ch, bo ch hoc qua qung co, quan st, hay kho st nghin cu. Tt nhin mun c c cc thng tin hiu qu cn c k nng trong vic thm d v c phng php trong vic khai thc tng hp v thu thp thng tin. Bc 2: nh gi tim nng Mc ch ca nh gi l xc nh i tng c thc s l khch hng tim nng khng da trn cc yu t v nhu cu ca i tng, ln ca nhu cu, ng lc tha mn nhu cu, kh nng tha mn nhu cu. Nh vy mt khch hng tim nng l mt khch hng th hin c nhu cu hin ti hoc trong tng lai, c kh nng chi tr, c ng lc v c kh nng tip cn d dng tm khch hng tim nng hiu qu nn xy dng tiu chun cho cc khch hng tim nng sau l lp h s thng tin v cc khch hng ny v ln k hoch s dng trong cc bc tip theo. Bc 3: Chun b tip xc y l mt bc rt quan trng c nh hng rt ln n kt qu bn hng. Trc khi tip xc vi khch hng cn tm hiu cc thng tin lien quan n vic mua hng. Nhng ngi khng lin quan n quyt nh mua hng nhng mun lm vic c phi thng qua h nh bo v, th ki tng th hai cn quan tm l nhng ngi trc tip ng ra giao dch mua hng. Nhm th ba l nhng ngi c nh hng n quyt
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nh mua hng nhu c cc nhn nh c nh hng tch cc hoc tiu cc n vic mua hng. Nhm cui cng l nhng ngi c trch nhim cui cng trong vic quyt nh mua sn phm. Sau khi tm hiu v cc i tng c lin quan, cng vic tip theo l thu thp nhng thng tin v khch hng, qua cc thng tin ny c th xc nh c mc tiu tip xc khch hng, mc tiu ny phi c th , o lng c kh thi v thc t (SMART) ng thi xc nh trc nhng ni dung cn trnh by vi i tng, cng cn chun b cc phng tin gii thiu hiu qu nh cc bng biu, cc s liu Vic hn gp c th thc hin qua in thoi hay gi th, tuy nhin cn chn thi gian thun tin, ng ngi cn gp, gii hiu ngn gn khi to cuc hn ng thi cn chun b cch i ph vi khc t nu c xy ra. Bc 4: Tip xc v cho hng Ngi bn hng phi to c n tng tt ngay t ban u, c th n tng c c thng qua ci bt tay nhit tnh v l , trang phc gn gng v ph hp, phong cch thn thin v chuyn nghip, nh mt t tin v n ci khi nhc tn i tng. Tip theo l nhng li gii thiu ngn gn v cng ty v nhng li ch khch hng c th c sau khi bui gp mt kt thc. Trong bc ny ngi bn hng c th to n tng thn thuc nu nhc n mt khch hng khc gii thiu c nh hng nht nh n khch hng ang tip xc. Sau khi xy dng mi quan h ngi bn hng cn t nhng cu hi m khch hng quan tm, nhng cu hi ny phi gip khch hng thy c hon cnh ca mnh v s cn thit phi mua mt hng, dch v ang bn. Bc tip theo l trnh by cc li ch ca sn phm, cc li ch c c thng qua c tnh ca sn phm, cn trnh by r cc c tnh ca sn phm v qua gip khch hng thy c li ch khi s dng sn phm, cng cn nhn mnh cc li ch b sung nu khch hng mua hng vi s lng ln, thi gian di, tr tin trc Tip theo l a ra li ngh mua hng, li ngh ny phi ngn gn v ph hp. Trc khi kt thc cn nhn mnh li cc li ch v gi hnh ng. khch hng c nim tin hn cn th hin mt phong cch chuyn nghip, t tin v thuyt phc t ngoi hnh ging ni n phong cch, ng thi c cc phng n gii p phn i hiu qu thng qua nm r tm l khch hng v c kin thc trong k nng tr li cc phn i. Bc 5: Kt thc bn hng
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Vic kt thc bn hng mt cch hiu qu l c mt ngh thut, mt chuyn gia bn hng s bit cch kt thc c li cho c hai bn. Khi kt thc bn hng cn ngh khch hng la chn nhng gii php c th v a ra nhng hnh ng gi s khch hng d dng quyt nh. iu c bit lu khi kt thc cho hng l a ra li ngh mua hng trc tip. Bc 6: Theo di chm sc khch hng Chm sc khch hng l mt chui cc hot ng tm hiu s tha mn nhu cu ca khch hng. Nhng hot ng chm sc khch hng nh bo tr, giao hng tn nh, qu tng, thu thp thng tin phn hi Chm sc khch hng ng ngha vi vic th hin s quan tm ca cng ty vi khch hng, t to s tin cy v mi quan h lu di vi khch hng.

2, Chu trnh bn hng trc tip 7 bc


Quy trnh bn hng cn bn c xc nh qua nhng bc sau: trc khi tip xc, tip xc, xc nh nhu cu ca khch hng, la chn v gii thiu hng ha, pht gi, thng lng v x ly chng i ca khch hng v kt thc bn hng. y l mt quy trnh bn hng trc tip thng thng vi cc sn phm hng ha, vi cc sn phm cng tng t tt nhin c iu chnh cho ph hp vi c trng sn phm Bc 1: Trc khi tip xc. Khc vi vic bn cho cc i tc ln, ngi bn hng trc tip c thi gian rt ngn trc khi tip xc tht s vi khch hng. Ch c nhng ngi bn hng k cu mi thu thp c thng tin c bn trong thi gian ngn ngi ny nh li hng ha, kiu mu, mc gi... m khch hng quan tm. Nhng ngi bn hng trc tip mi vo ngh b sai lm khi nh gi khch hng v thiu kinh nghim. Chng hn mt ngi giu c i mua sm hng ha nhng thch mc mt b Jeans c v i i giy c vt rch, ngi bn l thiu kinh nghi m thng phn on sai ti ti n ca khch hng ny. Nhng ng i bn hng c kinh nghim, nhy bn s nhn ra phong cch, thi , cch chn hng... ca khch hng. giai on tin tip xc ng ngng, ngi bn hng trc tip cn c nhng thng tin trc v khch hng mua l ti khu vc bn hng, t ngi qun l hoc qua quan st, thm d nh k. Nhng thng tin ch yu v khch hng khu vc nh: c cu
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gii tnh, tui bnh qun, c cu ngh nghip, tnh trng h nhn, thu nhp bnh qun thn, trnh vng ha, th hiu v hng ha, khch i mua sm mt mnh hay i thnh tng nhm, t l khch hng thng xuyn v khch hng mi n trong tng k, khch hng c ng, lm vic ti khu vc bn hng hay t xa n, Bc 2: Tip xc Khi khch hng n, giai on tin tip xc khng nn ko di, cng khng nn vi vng. Ngi bn sau khi quan st s c cch ng x thch hp i vi tng khch hng. C ngi thch i xem xung quanh mt lt ri mi cn n ngi bn, c ngi cn tip xc ngay ngi bn cn nhn bit iu ny c m kp thi. Yu t then cht tip xc thnh cng l ngi bn to c n tng u tin tt. Ngi bn l ngi ch nh thn thin cho n khch n ch mnh. V vy, s n cn gip khch hng mt cch chn tnh nn th hin. Mt n ci thn thin l cn thit km theo li cho hi ban u. Khi khch hng ang xem xt hng ha, ngi bn hng cn lu : - Gi yn lng nhng bn cnh sn sng tr li cc cu hi kp thi. nu ngi bn nhn thy khch hng cha cn n, c th rt lui tm thi vi cu hi km nh: ng b c t nhin xem qua hng ha. Ti ch quy tnh tin, nu c g cn hi xin c t nhin. vi dch v th nn khch hng t nhin nghin cu cc ti liu gii thiu nu c. - Mt li mi cho khc dnh cho khch hng ang xem hng ha l cu ni gi ln s quan tm i vi mt loi sn phm c bit no ang by bn trong lot hng m khch hng ang xem nh: y l mu model nht trong nm nay hay vi ny vn gi phng ngay c khi git qua - vi nhm dch v s gii thiu cc dch v thng c s dng, cc dch v c bit hay cc chng trnh c bit, th v. Tnh mun mu v ca li mi cho c th chp nhn c rt phong ph. Nhng tt c cc li mi cho ny phi c nhng im ni bt nh: nhy bn, thn thin, lch s v nh nhn tc va mang tnh chuyn mn va th hin trnh vn ha ca ngi bn. Bc 3: Xc nh nhu cu ca khch hng

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bn hng trc tip, ngi bn hng khng bit r khch hng ang cn g, i khi khch hng cng cha quyt nh dt khot l mnh ang cn loi hoc kiu sn phm no. Nhng yu t ngi bn l thnh cng trong giai on ny l: - Lng nghe: nm bt nhu cu thc s ca khch hng, ngi bn cn gi bng nhng cu hi ngn gn, thi gian cho khch trnh by kin v mnh lng nghe. - Quan st: y cng l mt cch xc nh nhu cu ca khch hng. Trc tin, ngi bn quan st phn ng ca khch hng i vi hng ha ang trng by. T cc phn ng th hin trn gng mt, nh mt, ch ch khi khch hng ngm ngha sn phm, ngi bn s xc nh c ci thch v ci khng thch ca h v nhanh chng a mn hng va y, nu bt cc c im ca mn hng. l cch tt nht ngi bn chun b kt thc bn hng. quan st bit khch hng quan tm n dch v no, nghin cu nhiu n gi cc, dch v no c th gi ph hp. Bc 4: La chn v gii thiu hng ha. Sau khi xc nh c nhu cu, ngi bn la chn sn phm ph hp vi khch hng v trng by hng ha. iu cn lu trong cch trng by l ty theo nhu cu v sn phm s c s a dng hay sinh ng khi a ra mn hng. Trong trng hp khng c sn ging nh khch hng yu cu, ngi bn linh hot gii thiu mn hng thay th c cng cng dng khi a mn hng cho khch hng, d mn hng r tin hay t tin, ngi bn cn a n ra mt cch trn trng lch s v lun gi mn hng sch s. vi sn phm dch v a ra cc la chn thay th v lun gi thi trn trng khch hng cho d ngi chn gi dch v t hay r. Bc 5: Ngh thut ni gi Cc ca hiu bun ln hin nay u c thi quen tt l nghi gi bn vo mi mn hng. Khch hng nhn qua c th bit gi c va ti tin mnh hay khng. iu ny to cm gic thoi mi cho khch hng khi quyt nh la chn mn hng va . iu ny d dng c thc hin trong dch v v thng thng trong bng gii thiu v dch v c gi dch v. ng bao gi tr li ngay cu hi: mn hng ny gi bao nhiu?. Ngi bn c kinh nghim thng thng ko s ch vo nt ni bt, li ch ca mn hng ri dn dn ni xen gi vo. Nguyn tc c bn l phi lm cho khch hng thy mn hng to hn gi bn. V phi din gii mc gi dng nh nh i mt cch kho lo. nn tn
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dng kinh nghim ni gi ca bn hng thng thng trong bn hng dch v cung cp nhng li ch v u vit ca sn phm trc khi a ra cc phng n v gi c. Nhim v ca ngi bn l gii thch cho khch hng bit gi ny l va ng theo cch sau: - ng a ra con s trc. chng hn, khch hi Quyn sch ny gi bao nhiu? ngi bn c th p: y l cun sch do gio s A bin son, gio s A rt c uy tn trong lnh vc ny, ng vit rt nhiu cun. Gi bn l l 50.000 , nu mua theo s lng ln s c gim 5% - Hoc c th ni cho gi nh i bng cch ngt ra tng on (v d gi ca mt b Veston s c chia ra l gi vi, gi ph liu.). Hoc c th nu gi theo lut tam s, ngha l ngi bn c th a ra 3 mu hng cng loi sn phm c 3 mc gi khc nhau theo cht lng mi mu: cao-trung bnh- thp. nh cch ny khch hng no giu-trung bnh-ngho u c th tm oc mn hng va theo mong mun ca h. Bc 6: Thng lng v x l cc phn nn ca khch hng Ngi bn hng trc tip thng gp s phn nn ca khch hng v sn phm hoc gi c. vic phn nn v sn phm s c ngi bn hn ch bng vic la chn sn phm ph hp vi nhu cu ca khch hng. Nu c s phn nn v cht lng, ngi bn cn nhn mnh cc nt ni bt i vi tng sn phm hoc dch v. ngi bn hng c kinh nghim nn d on trc cc loi phn nn trn trc khi n c ngi mua a ra. i vi nhng phn i v gi c, ngi bn s chng minh gi c hp l theo cht lng hoc gi ny c km dch v sau bn hng ca cng ty, i khi h cn thi gian suy ngh trc khi quyt nh nn do d. Mt s ch y m ngi bn hng cn quan tm thng lng khi gp s phn nn: Cn c vo cht lng sn phm. Cn c vo cc nt c trng ni bt Cn c vo ngun gc sn phm Cn c vo ni sn xut, phng php sn xut Cn c vo cng dng mn hng.

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Ty tng mn hng, ngi bn s suy ngh tm ra cc l l gy hng th cho khch hng. C nhng trng hp khch hng t chi thc s v i khi gy kh chu cho ngi bn hng, nhng ngi bn hng cn nh rng khch hng lun lun ng. Bc 7: Kt thc bn hng Sau khi thng lng vi cc phn nn hoc nhng khc t mua hng, ngi bn cn nhn bit cc tn hiu mun kt thc th hin khch hng nh tn hiu bng li, tn hiu th hin qua c ch. Cc k thut sau cn lu . - Lm cho khch hng ht do d. Ngi bn hng rt t tin vo sn phm, vo li gii thiu ca mnh, nm bt ngh ca khch hng thng qua c ch, li ni, kt thc. - Dng cu hi ph. y l mt cu hi v mt vn ph lin quan n mn hng. Chng hn, mt b khch vo ca hng qun o, sau mt lc la chn kiu cch, ngi bn hng khng nn hi b mua b ny ch? m ch cn hi b chn mu xanh hay trng? - Tc ng c th. Khi mi cho, ngi bn nn thc hin mt ng tc c th no khch hng mun khc t cng kh lng t chi. Chng hn, ngi pht hnh bo ch i cho hng c n hng cc n v c quan hoc h gia nh. Sau khi gii thiu vi loi, ming mi, tay cm bt ghi vo s ng k mt cch t nhin ti ghi tn ng/b mua bo di hn 6 thng hay 1 nm ah? ng khng cn tr tin trc, chng ti s gi bo n, 3 thng sau ng tr tin cng c. - Gi sp c mt bin c mi xy ra. Trong dn gian ngi bun l hay gi kiu ny mi mc khch hng nhng a s u nu ra s kin gi to mong bn c mt mn hng. Ngi bn hng trc tip chuyn nghip khng c dng mnh khe , cn phi nu ra s kin c tht. Chng hn, i din thng mi ca cng ty kinh doanh bt ng sn ni vi khch hng rng y l cn h c v tr kh tt trong khu vc ny,, hin c ngi xem ri v h ang bn bc vi gia nh quyt nh. ng b c th quyt nh mua hay khng th nn tr li sm. ti khng dm ha gi li n ngy mai. K thut ny nh vo tm ly s thua thit ca khch hng. - Gi tnh bt chc. V d ca hiu bn trang sc, ngi bn c th ni Mn hng ny va c siu ngi mu A mua y.

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Vic gi tnh bt chc l kch thch nhng khch hng hay ngng m cc thn tng trong cc lnh vc hot ng vn h th thao hoc nhng ngi c uy tn. - Mt s k thut khc nh kch thch khch hng mua bng qu tng hoc l mi khch hng mua gip. y l vn cui cng thc hin vi hy vng c mt s kt thc sau khi a ra mi ly l m cha thuyt phc c khch hng. K thut ny nh vo tm ly thch ban n ca ngi mua. Cch mi mua gip cn c th hin mt cch lch s, khng ni p qu ng khin khch hng bc mnh.

II, Chin thut cho hng


Chin thut cho hng c th c hiu l cch thc ngi bn tc ng n i tng mua hng nhm li ko v thuc y i tng chp nhn sn phm v mua hng. Cho hng phi c chin thut gip cho cng tc bn hng c thnh cng v hiu qu, t bn thn ngi mua c tha mn nhu cu, c nhn ngi bn c th hon thnh cng vic, cng ty cung cp c th pht trin n nh. Ni dung ct li ca chin thut cho hng c din t qua ba giai on sau: 1, Giai on trc khi cho hng Trong giai on ny cn xc nh cc vic phi lm khi gp khch hng, d on nhng trng hp c th xy ra v cch thc gii quyt vn ng thi cng cn xc nh v tr, thi im ph hp s gp khch hng, v la chn phong cch cho hng ph hp. Mt phong cch thch hp th hinnj qua dng v bn ngoi nh ng phc , dng i, cch giao tip ng x, thi khi cho hng v s chun b chu o. Trc khi cho hng phi xc nh r mc ch cho hng v chia mc ch thnh nhng mc tiu chnh, mc tiu ph. Mc tiu cho hng phi kh thi c th. Bn cnh , trc khi cho hng cng cn xc nh trc nhng ni dung s trnh by, cch th hin v nhng im cn nhn mnh. Ngoi ra, cn phi tm hiu thng tin v khch hng v chun b y cc cng c h tr cho hng cng nh cc vt phm s a cho khch hng xem. 2, Giai on trong khi cho hng Trong giai on cho hng cn th hin phong cch chng chc, im tnh nhng khng km s ho hng. Mt mt th hin cho khch hng thy l ngi bn rt quan tm n h, sn sang mang li li ch cho h v mong mun h n nhn nhng li ch bng nhng hnh ng c th l mua hng. Mt khc cn cho khch hng thy ngi bn c nhng gi tr ring ca mnh, do thi gian dnh cho vic gp khch hng l c
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gii hn. Trong qu trnh cho hng, cn tp trung vo cc cng vic thm d, trnh by li ch sn phm, thuyt phc mua hng v x l phn i. 3, Giai on sau khi cho hng Sau khi cho hng cn ghi chp li cc cam kt c nh gi hiu qu ca cng tc cho hng thng qua s o snh kt qu t c vi mc tiu t ra ng thi phn tch u khuyt im ca bui cho hng. Nhng im no l thnh cng v l do thnh cng nhng im no cha c v l do v sao nh vy, t hon thin chin thut cho hng cho nhng ln cho hng tip theo.

III,Trng by sn phm
1, Vai tr ca cng tc trng by sn phm
Ngy nay bn hng l bn nhng li ch ca sn phm bn kh nng tho mn nhu cu ca sn phm v bn c nhng dch v cng them hot ng tc nghip lm tng gi tr sn phm. Tnh chuyn nghip ca bn hng c th hin u tin v tc ng n khch hng trc nht l vic trng by, bi tr ti cc im bn hng. Hin nay th trng vi s cnh tranh khc li t khng ch trong cc sn phm hng ha thng thng m c trong cc loi dch v th hot ng trng by th no cho hiu qu l mt hot ng cn thit v tt yu ca bn hng. Thng qua hot ng ny tnh chuyn nghip ca h thng bn hng c nng cao, ngi tiu dng d dng nhn thy sn phm, d mua hng v c bit li ch ca sn phm s c nng ln t s hp dn v d tip xc sn phm i vi khch hng. Nhn chung trng by l mt hot ng cn thit, n c hiu nh cch thc m im giao dch, bn hng b tr, sp xp sn phm v cc vt dng qung co li ko khch hng thng qua vic to s hp dn trong trng by v to s thun li cho khch hng d nhn din v tip xc sn phm. Qua hnh thc trnh by khch hng d dng nhn din nhng nhn hiu no l quen thuc, l ph hp vi yu cu ca h. Khch hng ch c th khng nh nhng thng tin c v sn phm thng qua vic nhn bit v kim tra li thng tin trc tip t sn phm ang trng by ti phng giao dch, thng thng mt nhn hiu sn phm c trng by tt ti im giao dch l mt li th thu ht khch hng la chn. Khi mt nhn hiu sn phm c trng by ph hp v c tnh thm m cao iu ny cng

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c ngha rng nhn hiu ny li ko tho c nhiu khch hng mi, c th l khch hng ca i th v cng c th l cc khch hng mi hon ton. Cn hn th na ngy nay trng by sn phm ti cc im giao dch cn l mt phng thc xy dng thng hiu. iu ny th hin qua vic nhng thng hiu mnh s chim nhiu din tch trng by v c cc hnh thc trng by bt mt. Nh vy sc mnh v uy tn ca thng hiu hay nhn hiu c c th ha qua s ng h ca ngi bn v s lng sn phm trng by v tnh chuyn nghip ca thng hiu c th hin qua cch thc trng by.

2, Sn phm dch v ADSL trng by th no cho hiu qu


Sn phm dch v nh ADSL MegaVNN l cc sn phm v hnh tuy nhin iu khng c ngha l khng cn cc cch trng by ph hp tng hiu qu cng tc bn hng. c th trng by sn phm dch v c tt trc ht phi thc hin c cng tc sn phm ha dch v tt vi c c sn phm vt cht c tr ng cho dch v ADSL nh cc sch gii thiu, cc a CD, cc m hnh, cc bng biu, cc poster qung co, cc chng ch, cc thng s k thut c chng nhn Kt hp vi sn phm ha dch v l cn c s ng b trong vic bi tr cc im giao dch t mu sc, phong cch n bn gh, ng phc ca nhn vin to n tng v thng hiu VNPT VDC v cc c trng nhn dng sn phm cho khch hng.

IV, Cng tc bn hng


A, Tng quan v cng tc bn hng Bn hng l mt nhn t quan trng quyt nh s sng cn ca mi cng ty, l trch nhim chung ca mi c nhn cng nh phng ban trong cng ty. Chc nng v cch tip cn ca nhn vin bn hng ang pht tri n rt nhanh. Di y l mt s xu hng: 1, Bn hng ti quy: hnh thc bn ph bin nht ngi c nhu cu t tm n. Trong trng hp ny nhu cu ca khch hng c xc nh rt r. 2, Bn hng xa quy: trng hp ny ngi bn hng phi tm kim khch hng v a hng. Mi quan h mua bn him khi c hi ha, v th ngi bn phi da vo k nng hon tt cng vic.
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3, nh hng khch hng: Theo cch ny thay vi t o ra nhu cu, ngi bn hng phi nghin cu nhu cu th trng v tha mn cc nhu cu . Kiu bn hng ny i hi ngi bn phi c k nng lng nghe tt, k nng t cu hi v cm nhn khch hng. 4, Cng tc bn hng: y l cch thc bn hng phc tp nht trong cc kiu bn hng, i hi phi c cam kt v hp tc lu di gia ngi bn v ngi mua. Cc c im ca loi hnh ny l: Ngi bn c nguyn vng gip khch hng ca mnh t c cc mc tiu kinh doanh Ngi bn hng thc s hiu r c cu t chc ca khch hng C hai phi l mt th thng nht duy tr cc mt trong mi quan h Lin tc nh gi gii quyt cc vng mc v khng ngng ci thin mi quan h o lng li ch v nhng thay i m bo tip tc nhn nh v gii quyt vn Thc s tin tng ln nhau B, Chn i tc Vic thay i t bn hng ngn hn sang bn hng hp tc di hn l mt quyt nh chin lc. a ra mt cam kt cho mt qu trnh bn hng mi kiu ny i hi phi c nhng thay i ng k trn phng din nhn s ca cng ty, v cch t chc v khen thng h, trit l trong chm sc khch hng, v s cn thit phi bo mt v tinh thn lm vic theo nhm. mi ch l mt s trong nhng vn cn quan tm. 1, Ti chnh: Li nhun mang li t mi quan h vi i tc mi s c n u? nh gi bn bo co thng nin ca t chc xem chng ta c tm ra khc mc no khng nh hng gii quyt gip h. 2, Cnh tranh: i tc tng lai ca chng ta ang hot ng nh th no trong trn th trng ? Doanh s ang gia tng hay suy gim ? Th phn chim bao nhiu? i th cnh tranh chnh ca h lm g ci thin v th trn th trng ? Cc chin lc i mi no c h s dng ginh v th cao hn trong cnh tranh. 3, Xu hng th trng: Ngnh kinh doanh ca i tc ang din ra nh th no? ang m rng ra hay ang thu hp li? Ti sao? Chng ta c th gip g i tc lm tt hn so vi c din chung?

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4, C cu t chc: Vic kinh doanh ca i tc c sp xp t chc nh th no? y l mt t chc c phn cp hay cc b phn ngang hng nhau? T chc ny c c cu theo sn phm hay theo quy trnh sn xut kinh doanh? 5, Quy nh: i tc ang hot ng trong ngnh b qun l cht ch khng? Cc p lc t chnh quyn c lm gim hiu qu ca i tc khng? Chng ta c th lm g gim thiu s ph thuc vo cc quy nh mang tnh cht quan liu ? 6, Trit l bn hng: Khch hng ca chng ta nhn nhn ra sao v nh cung cp? H c lm vic lu di vi nh cung cp khng? H c quen thuc vi cc nh cung ng khng? H gn b cht ch n mc no i vi cc nh cung ng tt nht? H chung mua theo gi hn hay theo dch v i km? H nhn nhn ngnh kinh doanh ca chng ta ra sao? 7, Cc tiu chun thc hin: i tc tim nng ca chng ta xem xt cc tiu chun thc hin chi tit n mc no? Liu h c mun l mt hp ng dch v khng? Phn ng ca h khi i tc khng hon thnh cc tiu chun c mnh m khng? Liu chng ta c kh nng p ng cc tiu chun thc hin khng? 8, Nhn vt ch o: Ai l ngi ch o? H c phi l ngi chng ta mun cng tc khng? Trit l kinh doanh ca h l g v c tng t nh ca chng ta khng? 9, Cc mi quan h: Quan h ca chng ta vi khch hng tim nng ra sao?.Liu c phi l mt mi quan h lu di khng? Hai bn c cng tc tt khng? Trc y hai bn c quan h mua bn g cha? H c nh gi chng ta l ngi dn u trong lnh vc ca mnh khng? H c xem trng mi quan h hin nay khng? Quan h m h thit lp vi cc i tc khc th no v h thnh cng trong quan h n u? Cc cu tr li tha ng cho tt c cc cu hi ny s gip chng ta thit lp nn mng vng chc cho tha thun i tc. C, Trin khai chin lc Pht trin cc mi quan h lu di vi khch hng l mt thch thc, mt kh khn v ng phi tin hnh. Cc bc cn bn xy dng mi quan h chin lc vi khch hng bao gm: a ra quyt nh thay i bn cht mi quan h vi khch hng Xc nh i tc l tng Nghin cu r c cu t chc ca i tc tng lai Chnh thc ha mi quan h
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C cu thnh cng Duy tr cc mi quan h hin ti 1, a ra quyt nh thay i bn cht mi quan h S thay i hng tip cn ny c th do: S suy gim th phn S gia tng cc i hi bi thng v hng tr li Phn nn t pha khch hng tng ln Doanh s ca khch hng tng Chin lc tin phong mi

2, Xc nh i tc l tng Vi quyt nh tip cn gn hn v xy dng mi quan h i tc lu di v i khch hng, chng ta nn nh hng cch tip cn ban u nhm vo s lng khch hng trc khi em ng dng rng ri ra ng o cc i tc. Nhng bn hng l tng thng l nhng t chc v cng ty c nhng c im sau y: Coi gi bn ch l mt trong cc yu t khi ra cc quyt nh mua sm C th hng li t nhng h tr sau bn hng Cung ng cho chng ta mt t l phn trm ln hn trong cng vic kinh doanh ca h S gp kh khn v tn tht ln khi thay i nh cung ng Coi chng ta l mt ngun lc ng gi ch khng phi l mt s phin toi tt yu 3, Nghin cu c cu t chc ca i tc tng lai iu ny cn thit v cc thng tin thu thp c s m bo cho chng ta c mt quan h lu di v bn vng vi khch hng. 4, Chnh thc ha mi quan h Cn phi cam kt bng vn bn ngha v ca mi bn duy tr lu di mi quan h. Cam kt ny c th l hp ng hoc mt bn ghi nh, bao gm cc khon: Cc iu khon giao hng chnh
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Gi c K hoch marketing chung nh ngha cc khi nim trong hp ng C ch thng thng iu hnh qun l mi quan h 5, C cu thnh cng Hu ht cc t chc, cng ty u c c ch iu hnh cc mi quan h vi khch hng cha ph hp. Thc hin theo cc bc sau y bo m cng ty s c c cu hiu qu hn. Thit lp mt nhm iu hnh mi quan h khch hng. Nhm ny s l mt nhm a chc nng bao gm nhn s t hu ht cc b phn khc nhau ca cng ty. Quy trnh bng vn bn cho mi qu trnh c vai tr quan trng i vi mt mi quan h hiu qu Sp xp hp l cc bc quan trong gia cng ty v khch hng Giao quyn quyt nh cho cc c nhn trong nhm s bo m gim thiu c t quan liu i x tt vi nhm ny bi thi ca h c nh hng rt ln ti mi quan h hin ti vi i tc. C cu li nhn s cho nhm tp trung vo khch hng hn l vo chc nng cng vic ca tng ngi. C mt nhm c k lut chu trch nhim i vi c qu trnh vn tt hn l phi lm vic vi nhiu t chc cnh tranh vi nhau. Thay i li suy ngh ca mi ngi theo hng: o T tm kim khch hng sang duy tr khch hng o T cc thng v ngn hn sang cc mi quan h i tc lu di o T dch v ti thiu sang dch v ti a vi cht lng cao nht o T t duy v trch nhim khng phi trch nhim ca ti sang li ngh nhit tnh Ti gip g c y?

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Thay i thc tin h thng qun l theo hng khen thng da trn kt qu ca c qu trnh ch khng phi da trn doanh s ngn hn, nhng ngi gi vi tr ch o trong cc mi quan h i tc nn bm st v chia s cng vi tt c cc c ng. 6, iu hnh cc mi quan h hin ti iu hnh v qun l mi quan h i tc nhm ti mc tiu lu di s bao gm nhng cng vic sau y: T chc cc cuc hp vi khch hng nhn nhn nh gi v khng ngng ci thin mi quan h Thc hin thng xuyn nhng i mi sng to v gy n tng to s thch th cho khch hng Tm kim cc c hi mi tin hnh h tr khch hng bng cc dch v b tr cha c trong nhng suy tnh ban u. Cng lm vic hiu qu bao nhiu, chng ta cng d dng tht cht mi quan h i tc cng nh m rng phm vi kinh doanh by nhiu. D, Tip cn theo nhm Gy dng mi quan h chin lc vi mt khch hng l rt kh v cng khng km phn quan trng, mt c nhn hay mt phng ban ring l s khng th m nhn nhim v ny. Thay vo phi c mt nhm lm vic vi nhau, ng ra iu hnh mi quan h. Thit lp mt nhm nh vy l trch nhim ca nh qun l cp cao. Di y l mt s ch dn thit lp v duy tr mt nhm dch v khch hng thnh cng: 1, Nghin cu h thng hin ti tm ra cc li. Hu ht cc cng ty, t chc u c mt quy trnh lm vic ln xn v thiu hiu qu. Lng ph, chng cho v tr tr din ra khp mi ni. nhn din cc vn ny, hy xc nh cc quy trnh ch yu c tc ng n khch hng. Vit nhng quy nh theo mt biu quy trnh lm vic Xc nh tt c nhng g khng hiu qu bao gm c s tr tr v chng cho

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Tm kim cc gii php ci thin ng k tnh hnh. Vic ny nn c tin hnh thng qua kt hp trao i cc tng mi , xc nh cc cng ngh mi ri a ra thay i cho cng ty. Ly chun ca doanh nghip u ngnh i chiu, t chng ta xc nh c nhng thc t cn ci thin thm. Thit k li qu trnh ny. Lp quy trnh cho n. C gng t c s chp thun ca tt c cc thnh vin i vi qu trnh mi ny. Xc nh c nhng nhn vt ch cht trng qu trnh c thit k li ny. 2, Thit lp nhm dch v tin hnh ng dng v duy tr qua trnh nh hng khch hng. Nhm mi ny s bao gm nhng ngi: i din cho tt c cc mng chnh ca quy trnh C nh hng khch hng Bit tn dng thi gian C quyn thc hin cc thay i 3, C cu i ng y nhanh qu trnh thnh cng. Nhm nn c c cu theo cc yu t sau: Mc tiu: xc nh mc tiu cho hnh ng l SMART C th o lng c Kh thi c ng bi mi ngi C tnh thc tin Da trn c s thi gian c th o lng v mt thi gian Tiu chun thc hin. Nhm nn thit lp mt h thng cc tiu chun ti thiu cho cng vic cc mt sau: S ln phn hi Mc cht lng Hnh vi c x
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C cu. Vai tr trch nhim, k c cc cp lnh o cng phi c xc nh r rng. H thng nh gi khen thng nn c xy dng thin v khuyn khch tinh thn lm vic nhm thay v n lc gt hi cc thnh cng c nhn Cm gic l thuc. Nu c th nhm nn: Cng tr s Hp mt thng xuyn Chn mt ci tn chung to cm gic thng nht vi nhau Nhm cng nn xy dng mt tuyn ngn hnh ng trong xc nh r mc tiu hot ng. i tng phc v, cch thc lm vic v l gii ti sao li c cch thc lm vic nh vy da trn li ch ca cng ty v cc thnh vin trong nhm. 4, Hp nht nhm dch v khch hng vi nhm quan h i tc. C hai nhm phi p ng c mc tiu tn dng cc c hi chung v li ch ca i bn. Cuc hp u tin nn dnh : Tm hiu ln nhau Chia s tm nhn chung Xc nh cc kh khn trn con ng dn n thnh cng Xy dng cc k hoch gii quyt cc kh khn Quyt nh thc o nh gi thnh cng Xy dng c cu bo m gii quyt kh khn, ra quy t nh hnh ng khuyn khch i mi v tin b khng ngng. 5, Cc cuc hp v sau nn dnh thi gian vo vic: nh gi v n mng thnh cng Gii quyt kh khn Khm ph c hi kinh doanh mi

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E, Bi kim tra v tnh hiu qu trong quan h vi khch hng Hon thnh bng hi nh gi mc bn cht trong mi quan h ca chng ta vi khch hng: nh gi theo thang im t 1 n 5 tng ng vi: phn i - khng ng hon ton khng kin tng i ng hon ton ng . 1, Cng ty chng ta c chnh sch pht trin mi quan h chin lc khch hng r rng 2, C k hoch dn dn tng bc a khch hng vo mi quan h chin lc. 3, Chng ta nghin cu k lng tnh hnh kinh doanh ca cc i tc chnh tm hiu chin lc kinh doanh ca h, t n lc tham gia vi h vo cc chin lc . 4, Tm kim cc gii php thay i mi quan h vi khch hng t ch i u sang quan h ph thuc ln nhau. 5, Ton b cng ty chng ta tham gia vo cng tc dch v khch hng 6, C cu cng ty thnh nhiu nhm a nng phc v khch hng 7, Khng tranh ci v gi 8, Hu ht cc thng v ca chng ta u xut pht t mi quan h i tc lu di vi cc khch hng c la chn 9, Cng vi cc i tc kinh doanh d bo doanh s 10, Gp g thng xuyn vi bn hng nh gi mi quan h v tm kim gii php ci thin hiu sut lm vic 11, Chng ta ln k hoch sn xut di s t vn ca i tc lm n 12, Gia nhp h thng thng tin chia s thng tin vi khch hng v nh cung ng 13, Hp mt thng xuyn cng i tc gii quyt cc kh khn v tm hng i mi cho vic tht cht mi quan h 14, C gng khng ch tha mn khch hng m cn phi vt ra ngoi s k vng ca h 15, H thng khen thng nn tp trung vo n lc cung cp cc dch v ca nhm thay v thnh tch c nhn
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16, o lng tnh hiu qu hot ng dch v khch hng ca cng ty 17, Gp g thng xuyn nh gi hiu qu hot ng dch v khch hng v tm phng php ci tin mi Tng im: nh gi kt qu 18 36 im: mi quan h i tc ca chng ta rt yu, cn thit phi ci thin sm, nu khng chng ta s chng cn i tc no c 37-72 im: mi quan h i tc ca chng ta mc bnh thng. Nu chng ta khng n lc eo bm khch hng, h s dn chuyn qua cc i tc khc 73-90 im: mi quan h i tc ca doanh nghip thuc loi bn cht. Khch hng s n lc cng tc vi chng ta.

V, Vn dng th mnh cng ngh cao hp l


A, S dng cng ngh tin tin nht Vi t cch i din bn hng, chng ta cn thit phi c tnh t chc, c kh nng giao tip, nhanh chng tm kim thng tin, v c nng lc ghi nh nhiu thng tin t m v khch hng. Cng ngh hin i c th l ngi h tr c lc trong tt c cc nhim v trn. Di y l mt s cng c chng ta nn p dng thc thi cng vic hiu qu hn. 1, Tin hnh sm: nhiu ngi cho rng, c hai li ch t vic tr hon: Chi ph cho thit b mi s nhanh chng gim Phn mm mi s ngy cng n gin v hiu qu Tuy nhin, nhng li ch trn khng th b p c tn tht pht sinh t vic khng th tn dng li th ca cc cng ngh mi vn rt hiu qu v c nng sut cao hn nhiu 2, ng c gng nhi nht v chc chn rng chng ta s khng th hc hi c tt c mi th ch trong mt m. Hn na cng ngh thng xuyn i mi khin cho n lc lun bt kp ca chng ta l khng th. Ch nn n lc bt kp vi tri thc v cng ngh hin hnh.
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3, ng mua bt k thit b no di s t vn ca nhn vin bn hng. Hy tham kho t nhng ngi chng ta tin cy v phn cng, phn mm v nh cung cp dch v tt vi gi c hp l. Khi chng ta quyt nh mua mt thit b phn cng th gi c ch l nhn t th yu bi v hng ha ny thng i km rt nhiu dch v, v cc dch v nh vy l v gi i vi nhng khch hng mi s dng. 4, Chng ta khng nn mua nhi u hn kh nng s dng cc phn mm ny. Trong thi gian ngn, tr phi cc phn mm l mt phn quan trong b sn phm. 5, Hy t chun b t tng cho vic chng ta s gp phi nhiu bc bi trong khi s dng. Tm hiu v cc cng c mi v thay i cch lm vic s lm cho chng ta cm thy kh chu, thm ch bc tc. Tuy vy cng c nhiu khi cc cng c mi lm chng ta h hi, vui v v chng ta bt u hot ng phc v chng ta. 6, Hy tm mt ngi hng dn, l ngi tin cn dnh thi gian ch bo chng ta. Ngi ny khng nht thit phi l mt chuyn gia cng ngh nhng phi c kh nng gii thch cc thng tin lin quan n cng ngh vi ngn ng d hiu, thm ch i vi c tr em. 7, Hy nu ra mt hnh thc khuyn khch dnh cho chuyn gia ny. c th l mt phn thng bng tin, hoc mt c hi chia s cho h cc k nng khc ngoi lnh vc ca h. 8, Hy t t mc tiu cho chnh mnh. Hy xc nh u l cc cng c hu ch nht cho bn thn, t dnh thm u tin s gip ch ca chng cho ngh nghip ca mnh. Hy tp trung vo vic s dng thnh tho mt cng c trong mt thi im 9, Sauk hi hon thnh m t phn, hay lm ch c mt cng c, hay n mng thnh cng ngay khi c th. ng thi, bo m rng chng ta s tip tc s dng cng c vic hc tp c duy tr. 10, Chng ta c th chn phng php hc thch hp nht vi s thch ca mnh, theo kiu t hc hoc kiu hc di s ch dn v m t ca ngi khc. Nu chng ta cng t ra thch t hc, vic hc cng d dng v chng ta c th t hc trn internet. Nu chng ta thch c ch dn c th tham gia vo cc kha hc bui ti c s dng nhng kin thc hc. 11, H thng qun l thng tin c nhn l mt phn mm cho php xy dng c s d liu v khch hng. Vi hiu qu ca cc phn mm hin nay chng ta c th ty bin theo cch ca ring mnh. c bit, chng s thc s hu dng khi c nhng la chn

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nhm, theo chng ta c th phn nhm khch hng theo cc iu kin khc nhau. Vi s tr gip ca h thng qun l thng tin c nhn chng ta c th: Ghi ch v mi khch hng v lch s giao dch ca h Trch ra nhanh chng mt s thng tin c th no , bao gm khng nhng cch thc lin lc v lch s giao dch ca khch hng m cn bao gm c nhng thng tin c nhn ca h nh s thch, sinh nht, tn tui con ci h. Nhng thng tin cho php chng ta d dng quan h c vi h trn phng din c nhn. Bn cnh nhng cng dng r rng nh c s d liu, h thng qun l thng tin c nhn cn c cc c im sau y: Danh sch cng vic phi tin hnh Lch lm vic Chc nng nht nh Kh nng nhn v gi th in t 12, Hy c gng tranh th cc dch v min ph t Internet. C rt nhiu ng dng v cc loi hnh dch v m ngi bn hng c th tn dng. 13, Cc trang web min ph trn internet u c hn ch nh: Lng ti v ln: chim mt lng ln trong cng ngi s dng, tn nhiu thi gian cho cng vic ti hoc truy xut cc ng dng Khng lu di: t ai c th d on c vic kinh doanh trn internet s i n u v d sao loi hnh ny cng mi v ang trong thi k pht trin, nhng chnh v th cng phi cn thn v vic giao dch trn internet c th bin mt ch sau mt m. Cc qung co phin toi v gy kh chu: hu ht cc trang web min ph cho ngi dng u hot ng trn doanh thu qung co, v th hy chun b tinh thn n nhn mt s qung co m bn khng mong i. Th in t khng mong mun: khng phi tt c cc trang web u hot ng nghim tc, cc trang web c th tn dng a ch th ng k ca khch hng chuyn sang cho cc cng ty qung co trn mng, hy chun b tinh thn n nhn th rc nu bn ng k cc dch v min ph.
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B, Giao tip in t Giao tip bng th in t c th coi l phng thc trao i nhanh nht v tt nht cho khch hng. ng thi y cn l phng thc r nht, cho php chng ta gi m thiu chi ph v thi gian dng in thoi. Cc cng ngh khng dy hin i ng thi cho php chng ta gi v nhn th ti bt k a im c sng. Bt k ngi no da dm ch yu vo chic in thoi bn thit lp cc cuc hn hoc tip tc xc tin cng vic s khng ngng cm thy bc bi v kh chu v nhng kh khn phi gi ng ngi lm vic. Vic s dng hp th thoi t ng c v nh ang dn tr nn khng hiu qu trong khi vic tr li qua th in t th nhanh chng v d dng hn nhiu. Bn c th nghin cu mt vi gi cho chin lc s dng hp th in t sau y. Trnh xa cc i tc quy nhiu. Mi ngi u bc bi khi h thng th in t ca mnh b quy ri bi cc tin nhn khng mong i v khng cn thit. Chnh v th khi cn gi mt thng tin chung cho khch h ng hy ch gi cho nhng ngi bit r chng ta l ai, hoc gii thiu chng ta l ai v xin php h trc khi trc khi gi chng i ng thi cho h mt la chn s khng nhn nhng th kiu ny trong tng lai nu h khng mun. Gi t th rc. Phi m bo rng ni dung ca th phi c ngi xem nh gi cao ch khng vt vo thng rc hoc xa ngay khi hp th. Vit th ngn gn vi tiu r rng ngi nhn cm thy cn thit phi c Nu cm thy cch tt nht lin h vi khch hng tim nng l thng qua cc bc th c gi rng ri th trc ht chng ta phi c mt bn danh sch y thng tin lin quan n khch hng. Trc khi bt u cng vic, hy lm th vi mt s a ch t nh gi tim nng ca vic lm ny. C, S dng Internet nghin cu Internet l mt cng c tuyt vi cho php chng ta tm hiu tt c mi th nh: chi tit v khch hng tim nng, v cc c nhn v t chc m chng ta cng tc lm vic, v cc hng ha v dch v mi b sung c th nh hng n cc sn phm, dch v m chng ta cung cp Di y cp n mt s gi s dng Internet nghin cu hiu qu: Hy tn dng cc cng c tm kim min ph v hiu qu hin ang c trn mang nh google, find.com, cng c search ca yahoo tm kim thng tin v cc i th, i tc v cc thng tin lin quan n khch hng tim nng.
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Nu cng c tm kim cho qu nhiu kt qu lin quan hy s dng cch tm ki m theo cm t hn ch bt phm vi tm kim Lng thng tin c th tm kim trn internet l rt ln nhng khi sao chp v ti v nn sp xp mt cch hp l v hiu qu c th c hiu qu s dng tt nht. ng nh mt thi gian sao nhng vo nhng ci by qung co hay cc tin tc git gn c tm thy cng cc thng tin m chng ta mun tm kim Khi ang nghin cu cc thng tin trn mng nn trnh vic chat vi bn b iu ny lm bn phn tn t tng v c th b xt hoc tip nhn cc thng tin cn thit mt cch sai lch. D, Xy dng mt trang web v s dng internet xc tin bn hng 1, Xy dng mt trang web Trang web l mt cng c giao tip in t, mt cng thng tin tch hp c gi tr v vai tr ln trong cng vic kinh doanh hin nay. Web gip chng ta to dng mt hnh nh n tng v mt cng ty hot ng chuyn nghip hiu qu v c cc thng tin mt cch minh bch, mt cng c tip th v truyn thng v cng hu ch khi t l ngi s dng v tm kim thng tin trn mng ang ngy mt tng nhanh. C mt s iu nn ch khi xy dng cc trang web m chng ta nn ch : Khi chn mt a ch web: hy chn mt a ch d nh nht v gn vi tn cng ty ca mnh, hy tn trang web cng ngn gn cng tt. Khi xy dng trang web cn ch : trang cn r rng, n gin, bt mt nhng khng qua rc ri, ch phi r nt v d c, mu sc nn ng nht v th hin c tnh c trng, thng nht trong cc mu m sn phm, logo, hnh tng gn vi cng ty, nn bit tn dng vic kt hp a link vi cc trang web hu ch ph bin khc tng c hi n vi cng ty ca cc khch hng tim nng. Trong qu trnh qun tr mng nn tn dng cc cng c phn mm v cc trnh duyt hiu qu c th lm trang web ca mnh lun sinh ng hiu qu v thu ht khch tham quan Hy s dng cc dch v ca cc nh cung cp ng tin cy c th cung cp cc dch v hiu qu, c cc dch v km theo ph hp v c trch nhim, v cam kt lu di vi chng ta.

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Khuyn khch cc ng gp ca khch hng i vi cch thit k, trnh by, ni dung ca trang web bng cc cng c bng hi iu tra kt hp vi cc hnh thc khuyn mi cho nhng ngi tham gia tr li v ng gp tch cc c th hon thin trang web ca mnh theo thi gian. 2, S dng Internet xc tin bn hng Chi ph tham gia vo internet l rt thp, Kh c th tng tng ngy nay li c ngi t chi tham gia vo internet, knh chia s thng tin quan trng gip qung b danh ting cng ty, qung b trng by cc sn phm, cc gi dch v cng nh ni ng k nhn n hng, ni phn hi ca khch hng vi cc sn phm. Khi m s lng ngi s dng internet l cng c tm hiu v nh gi cc sn phm, gi dch v trc khi tm n vi nh cung cp chnh thc ngy cng tng ln, th sc p vi vic c mt trang web hiu qu c th l i din kinh doanh ca cng ty trn th trng o cng cng ln hn v cn thit hn. Internet c th kt ni chng ta vi khch hng bt k lc no, khng cn phi l gi hnh chnh hay theo nhng thi gian nh sn nh cc phng giao dch hay lch hn vi nhn vin bn hng. Hn th na mt trang web hp dn v chuyn nghip cn to n tng v tnh chuyn nghip ca cng ty v to nim tin ln trong nhng ngi s dng so vi nhng trang web s si khng c chm sc. S dng Internet thit lp cc gi li ch mi cho khch hng nh t vn trc tip, h tr k thut 24/7 theo chng ta c ng s c thm nhng p lc nht nh trong qun l cc gi dch v ny. Tuy nhin trang web khng th thay th hon ton vic tip xc trc tip gia con ngi vi con ngi nn trnh qu t ng ha cc hot ng bng web, hay cn nhc xem khi no v vi ai th c th s dng web v khi no cn tip xc trc tip. duy tr li ch t trang web v c th hp dn khch hng nh cung cp nn ch : Thng xuyn cp nht thng tin ca trang web Lit k cc sn phm cc gi dch v theo mt cch hp dn, d cm nhn cho ngi s dng, ng thi khng qun a ra cc kt qu nghin cu thm d, cc nhn xt nh gi cht lng ca sn phm, dch v tng tin cy cu khch hng. Nn to nim vui cho khch hng tham gia bng s hi hc ph hp, cc cu truyn hi nh, cc hnh nh ng nghnh, cc tin ch nh, cc li khuyn, khuyn ngh khi s dng sn phm, cc gi , cc cch bo dng
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Tm kim v to iu kin cc khch hng tip cn trang web ca mnh nhanh chng v hiu qu nht bng cch gii thiu, qung co, a ng link ca cng ty mnh trn cc trang web ph bin, cc trang tin tc, cc trang cc cng ty i tc, cc trang ca cc lnh vc lin quan Tuy nhin khi a thng tin cng cn ch khng lm l cc thng tin mt lin quan n cc chin lc pht trin, cc sn phm mi ang trong thi k pht trin, cc thng tin lin quan n cng tc qun l i th cnh tranh c th khai thc v li dng gy bt li cho chng ta.

CHNG III, K NNG BN H NG CHUYN NGHIP ******* I, Tm ki m khch hng


1, Tng quan
A, Tm kim khch hng Vic bn hng ph thuc vo thi lm vic ca ngi bn hng ch khng ph thuc vo khch hng
W.CLEMENT STONE, THNG GIA M

Tm kim khch hng l yu t then cht cho thnh cng ca chng ta. Thnh cng hm nay l kt qu cho ca vic tm kim khch hng qua cc cuc in thoi, qung co, giao tip, m rng quan h, thuyt trnh hoc vit lch. Lm nhng vic chnh l chng ta ang m trng cho tng lai ca mnh. 1. L do phi tm khch hng mi: Tng doanh s; Thay th cc khch hng v l do ny hay l do khc, b mt dn theo thi gian; Mt khch hng tim nng l tng l ngi c quyn, c tim nng v mong mun mua sn phm ca chng ta. Khch hng ca cc ngnh ngh kinh doanh khc nhau c tm thy nhng ni khc nhau.
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V d Ngi bn hng bt ng sn c th pht hin khch hng tim nng trong cc khch sn ca a phng. Ngi bn sn phm cng nghip c th tm cc cng ty, x nghip trong danh b hoc cc trin lm thng mi Ngi bn hng dch v o to c th tm khch hng trong cc cuc hi tho v o to. 2. Mt s bin php ph bin nht tm kim khch hng l: i vn ng Qua gii thiu Tham gia hi ch trin lm Thng qua cc i tc chin lc Gi th trc tip Giao dch qua in thoi Quan st M rng giao tip, lm vic theo nhm. 3. cng vic tm kim c hiu qu, chng ta nn: Khng qu ph thuc vo mt bin php c th no Thay i cch tip cn nu bin php chn khng mang li kt qu mong mun. 4. Nhng ngi bn hng gii tm kim khch hng thng bit tranh th thi c. Chn mt s khch hng tim nng nht, sau thng xuyn theo st h cho n khi c c hi thun tin cho hng. B, 12 tng ln tng doanh s bn hng Chng ta ch l nhng g m chng ta lp i lp li. Do vy s hon ho khng phi l mt hnh ng m l mt thi quen
ARISTOTLE (322 22 TR.CN)

1. Chp ly nhng nhu cu cha c tha mn. Nu nhn vo cng vic c th ca nhng nhn vin bn hng trong mt cng ty, chng ta s vn thy cn st mt s nhu cu cha c p ng. Hy lp tc lp kn ngay khong trng v tip tc cng vic ca mnh.
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2. Thng xuyn lng nghe thng tin phn hi mi khi khng thnh cng. T rt ra bi hc t nhng sai st ca mnh, hon thin k nng v chin lc cho mnh. 3. Khi thnh cng, hy ngh chng ta lm ng nhng g. Sau hy lm bt c vic g m c th p dng nhng suy ngh, t duy v nhng k nng m chng ta s dng. 4. Hy kin nhn nhng ng gy kh chu cho khch hng. Nghin cu cho thy, 70% vic bn hang c thc hin sau ln tip cn th 5. 5. Say sa vi sn phm hay dch v ca mnh. Nu chng ta khng say sa th liu c ai quan tm n sn phm y? 6. Khng ngi ngn khi mi cho mua hng. Khch hng tim nng bit chng ta lun mong mun h mua hng, cho nn khi nhn bit c tn hiu mua hng hy p ng ngay. 7. m bo gy c thin cm vi khch hng. Sau mi mt ln mua hng, ngi mua phi cm thy vui lng khi lm vic vi chng ta. 8. Lm cho khch hng tha mn nhng g h mong i. Lun th hin s quan tm ca mnh v hy lng nghe tm t ca h, v nh chng ta c th bit c thm nhng nhu cu mi. 9. Hi nhng khch hng tn nhim tn, a ch ca nhng ngi c th tr thnh khch hng mi ca chng ta. 10. C nhiu phng tin lin h vi nhng khch hng ch cht m bo tnh lin tc nu trong s h c ai i xa. 11. Nm ly tt c cc mi quan h. Hy tn dng c nhng li khuyn cho d li khuyn khng gip bn c hng ngay lp tc nhng li gip cho sn phm c tn nhim hn v c nh gi cao hn. 12. Yu thch nhng g chng ta ang lm. Khi khng cn yu thch cng vic ca mnh na th tt nht, chng ta hy tm thi ngh hoc tm cch khc kim sng.

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C, 9 Cng c tip cn khch hng 1, Th cho hng Nhng li l c hiu lc nht l nhng li lm cho mi vic tri chy
DAVID LLOYD GEORGE (1863 1945), TH TNG ANH

Xung quanh ta trn ngp nhng th t cng nh nhng phng tin thng tin khc nhau. Thi gian mi ngi ch n chng ngy cng ngn ngi. Vic li cun ngi c bng nhng l th thc s l mt ngh thut. Phn ny s cung cp cho chng ta nhng bin php thu ht s ch v nhn thm thng tin phn hi. 1. Xc nh ngay i tng s c th. Nhng bc th chung chung s t gy ch . Th chng ta gi nn dnh cho mt s t khch hng quan trng nht. Nu cn thit, gi nhiu th khc nhau theo cc hng mc khc nhau ca khch hng tim nng. 2. Vit sao ai cng thy ph hp. Nu th vit chung chung qu s t gy c ch . Phi lm cho ngi c thy nh th c vit cho chnh mnh. Sau y l mt l th ring lm v d: Knh gi Cm n qu v ngh bo gi sn phm ca chng ti. Ti rt vui mng v qu v quan tm n mt hng ny l s tn nhim ng qu! Xin gi ti qu v bng bo gi v km theo quyn tp danh mc hng ha vi cc thong tin cn thit. Bi qu v l khch hng c bit, ti xin phc v bng mi kh nng c th. Hy lin h vi ti bt c lc no qua in thoi, fax, hoc th in t ti c th p ng yu cu mt cch xng ng. 3. Li gii thiu hay c ngha quyt nh. N nhanh chng gy s ch ca ngi c. khong thi gian gia thi im m ngi c m th v thi im m h quyt nh s lm g vi bc th ch l vi giy cho nn hy nh rng n tng ban u c tc ng rt mnh. Hy chn cch m u bng: Mt mc gy n tng Mt cu hi gy ch Mt bc tranh ng xem
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n tng cm xc ban u, v d nh s hi, ham mun, trm t, nhu cu mun chim ot, kht khao v tnh yu hay ci p. 4. Dnh cho c ngi c lt qua v ngi c k. Nhng a ra y chi tit nhng thng tin hp dn ngi c k. l nhng ngi mun bit t m trc khi i n quyt nh cho bc tip theo. 5. Ch vit ngn gn. Mi ngi thng khng ch c lu, nht l khi h c hng lot th phi xem. Nn b i nhng thng tin tha t c ch . 6. Cung cp nhng thng tin cn thit. Yu cu ny c th mu thun vi nhng c gng ca chng ta bc th c ngn gn. Cn phi bit kt hp hi ha. Nn nh rng nhng bc th di vn s c chp nhn nu chng hu ch v hp dn. 7. Hy ni vi ngi c. Phi lm cho h cm thy nh chng ta ang ngi bn cnh v cng bn bc v vn . Mun c vn phong vit nh ang i thoi, chng ta c th bt u mt s cu bng v hay nhng v kt thc nhng cu c bit bng cc gii t. Thm ch chng ta c th s dng cu khng y lm ni bt hay nhn mnh vn . 8. Cung cp nhng thng tin chng minh cho h thy sn phm hay dch v ca chng ta tt nh nhng g ni. a ra nhng s liu v chng nhn h khng cn nghi ng g na. 9. Cho h mt s quyn li,v d: mt sn phm mu m bo tr li tin chng trnh gim gi danh mc hng ha mi dng th tit kim chi ph trong mt thi gian nht nh c hi tham gia hi tho v trng thng Nhng phi m bo rng cho hng khng lm gim gi tr sn phm v dch v. V d hy yu cu iu g i li vic nh khch hng chng thc cho sn phm. 10. Pht trin quan h. Coi ngi c nh th chng ta cng hi vi h.
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mc c th, chng ta dung chng ti hoc chng ta thay cho ti. V d: Chng ta u bit l Ng li khen ngi. V d: Nhiu ngi bit danh ting ca qu v 11. S dng li khng nh chc chn. S dng s hn l c l, c th hay nn. 12. To ng lc thi thc ngi c: a ra thi hn cho th cho hng: Th cho hng ny dnh c gi tr n S lng c hn: Th cho hng ny dnh cho 10 khch hng gi n sm nht 13. To iu kin d dng cho ngi c lin lc vi chng ta. Hy cung cp: Phong b dn tem ghi sn a ch S in thoi gi n khng mt tin a ch th in t 14. S dng th chng nhn lm thng tin ca chng ta c tn nhim hn. Tn cng ty cng ni ting v ngi gi cng c chc cao th bc th cng c hiu qu. 15. Tng kh nng th ca chng ta gi c m ra c bng cch dng phong b c cht lng cao, dn kn, kch c ph hp. Trnh s dng phong b c nhn hiu, c cc bu in, tranh nh, li ghi ch, biu tng ca cng ty.

16. Ch dng li ghi ch khi lu ngi c mt quyn li no . V d: Trang 2 s gip cho qu v bit 3 cch gim thu t nht 10%. Trnh s dng ghi ch khng lin quan n ni dung. V d: K ton ca qu v rt mun nhn l th ny trc 17. Vit n gin Trnh dng t ng chuyn mn, a ngha hoc t t dng Trong khong 100 t, cn c t nht 70 t c 1 hoc 2 m tit. Nu thy kh c th xem trong t in ng ngha. Mi on ch nn di khong 6 dng Vit ngn gn, mi cu khng qu 20 t Hn ch dng du phy Khng nn dng v nhng ch m ta c th chm ht cu
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18. Nn nhn mnh li ch i vi ngi c ch khng phi l nhn mnh vo cc c tnh ca sn phm, dch v. ng bao gi cho rng ngi c t mnh c th hiu c nhng li ch . 19. Lun kt thc bng li mi gi in thoi. 20. Th nghim bn tho ca mnh bng hai cch: c thnh ting. T nghe mnh c. C cm gic l chng ta ang c hay ang tho lun khng? Nu nghe nh l ang c th cn lm li. Nh ai c v cho kin. 2, Lm vic theo mng li Hy giao thip vi nhng ngi c phm cht tt nu nh chng ta coi trng danh ting ca mnh. V th, th lng l mt mnh cn hn lm vic vi nhng k xu
GEORGE WASHINGTON (1732 1799), TNG THNG M

Ngi bn hng tt l ngi lun tm kim nhng c hi mi. M rng mi quan h l mt trong nhng phng php c hiu qu thc hin iu . Nhng m rng mng li cng cng l mt mn khoa hc v ngh thut. Chng ta c th gy thin cm vi mi ngi d dng hn bng cch: 1. Lun m rng mi quan h. Tranh th mi c hi giao tip. Hy bt chuyn vi mi ngi trong nh th, trong lc ch i ngn hng, trn xe but. Cn nhy cm vi nhng ngi khng thch tip chuyn. Rt lui ngay nu cm thy ngi khng quan tm n cu chuyn. 2. M u bng nhng cu hi ngn gn chng ta c th: bt chuyn mt cch thn mt lm cho h quan tm n cu chuyn khuyn khch h hi v nhng g chng ta ang lm. 3. Tham gia cc hip hi v nhm nhng ngi c chung s thch v cc mi quan tm. Tnh nguyn tham gia cc cng vic cng vi nhng ngi c th gip chng ta.

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4. Tm kim nhng a bn mi ti c ngi quan tm n sn phm, dch v ca chng ta. c th l cc t chc tn gio, hip hi ngnh ngh, cc t chc t nhn, cc t chc dch v cng ng v c th l phng thng mi na. 5. Rn luyn k nng giao tip vi ng o nhng ngi khng quen bit Ch ng bt chuyn vi mi ngi. Hy tm nhng ch m tt c mi ngi u quan tm: giao thong, th thao, mn c ph ang d ng. Nn nh rng phi nng nhit, thn thin v lun theo di phn ng ca mi ngi .Nh vy chng ta s bit khi no cn thay i cch c x ca mnh. Thi thong k nhng cu chuyn hi hc, d dm th hin chng ta am hiu m khng ph trng. Mi ngi s rt d chu v n tng nu ta gi tn h. Hy dng tn trong khi ni chuyn. Khuyn khch mi ngi dng tn ca chng ta. Nn eo th ghi tn khi bt chuyn v gy s ch , vi mt gng mt sng ngi hnh phc. T ra thc s quan tm n ngi ang ni v nhng g h lm Trao i danh thip. Hy lm cho ngi khc thy th v bng cch nhn ra nhng iu th v tm danh thip. , chng ta c th ni: Anh gii thch cho ti ngha l g? Khng nn hi nhng cu hi c hay khng. Nhng cu hi m s ko di cuc ni chuyn hn. Khuyn khch ngi khc bng cch kin nhn lng nghe. Nn ch nhng tm t nguyn vng ca h. Bng cch , chng ta c th thch ng cu chuyn ca ngi i din, iu khuyn khch h p li mong mun ca chng ta. Thit lp s rng buc trch nhim bng cch gip h. Nh vy s duy tr c mi quan tm t pha h v lm cho h mong mun c tip tc mi quan h. Ci bt tay rt quan trng. Bt tay mt cch dt khot khi bt u v khi kt thc mi cuc i thoi. Vic lm ny lm cho ngi ni chuyn vi chng ta hiu rng y l mt cuc gp g rt quan trng. Cn phi bit din t mt cch ngn gn v n gin nhng g bn ang lm v lun t ra nhit tnh. Lun vui v lc quan. Chun b sn i cht k v bn thn mnh. Chng ta c ph thuc ai khng? C quyn t quyt khng? Nn k mt cu chuyn th v chng minh cho li ni ca mnh. l thong tin th v ca bn thn kch thch tnh hiu k ca ngi nghe. T ra cho h thy chng ta c nhiu im rt c bit.
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Nn n mc cho ph hp khi gp g. Nu do d cha bit n mc nh th no th tt nht nn mc p hn so vi mi ngy v lun xut hin trong trang phc gn gang sch s. Ch n dng v ca mnh. Khng nn t ra lo lng, bn chn nhp nhm khng yn hoc ngi th mt ra. By t long nhit tnh. Ci tru mn. Th gin thoi mi. Hy l chnh mnh. ng mi ngi ngh chng ta huynh hoang, khoc lc. H s c cm tnh hn nu chng ta khim tn vi nhng li ni t tn. Cn cp nht y nhng thong tin v ngnh ngh ca mnh. Sn sng ni v nhng ci tin v cch vn dng vo thc tin nh th no. 6. ng th ng ch ngi khc n bt chuyn trc v ng c hi lm quen n tnh c. T ra s mi quan h mi cn c c trong mt tun v tch cc hon thnh mc tiu . 7. Gi li ha. Nu ta ha th nht nh phi lm. 8. Hy duy tr nhng mi quan h mi thit lp c. Theo danh sch ghi li, chng ta duy tr quan h mt thit, gi li cm n, gi bu thip chc mng nhn ngy l. 9. Cui cng, nu chng ta l ngi qun chng, m rng giao thip s l nim vui thch. Hy coi nh mt tr chi. Chng ta c th thng v cng c th thua. Nhng nu thng nhiu hn thua l chng ta t c mc tiu hng tun ra v c th cho n khi chng ta c mt phm vi quan h rng ln ng n 3, Thng co S khc trit th hin tr thng minh
WILLIAM SHAKESPEAR (1564 1616)

Thng co l cch rt tt cng c lng tin ca khch hng hin ti v to n tng tt p vi khch hng tim nng. Sau y l nhng b quyt cng vic ny c hiu qu:

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1. Trang ba u tin s thu ht s ch ca ngi c. Trang cn phi tht hp dn v phi c tiu ln phi trn (chim khong 25%). C biu tng (logo) ca cng ty. ba cng nn c mc ghi tm tt ni dung ca tp ti liu. 2. Tp tin thong nhn cng cn c nhng hnh nh hp dn. Cc bi vit nn: ngn gn, xc tch vi nhng thng tin b ch c ng khung nu l thng tin c bit in trn kh giy d dng cho ngi c. Ni dung ca bi vit: hn ch dng cc t ng chuyn mn thng tin phong ph, bi vit ngn gn sc tch v i thng vo vn thng tin mi nht sng ng lc quan th hin s tn trng ngi c, khng coi thng. khng ln lp h bao gm cc chng trnh khuyn mi nhm tng s ngi s dng sn phm/dch v ca chng ta. 3. Thng co thng c pht tn bng nhiu cch. Cch ph bin nht l ri t ri v gi th in t. Khi so snh hiu qu gia vic gi th in t v phn pht t ri, chng ta thy gi th in t c cc u im: gi thnh r lu trong my tnh xch tay c th mang ln my bay i cng tc hoc tranh th nhng lc rnh ri ngi c d dng truyn cho nhiu ngi khc gi thng tin bng cng ngh hin i 4. Mt thng co l tng s: di khong t 1 n 4 trang kt hp cc th loi thng tin c ch cc bi vit nn c nhiu gch u dng thay v nhng on vn di, c bit nhng on di hn 1 trang gip ngi c sau 30 giy lt qua thu tm c thng tin 4, Bn hng qua in thoi
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Ngi khn ngoan t to ra nhiu c hi hn l tm kim chng


FRANCIS BACON (1561 1626), TRIT GIA NGI ANH

Gi in thoi cho hng l mt khu bn hng m mi ngi rt ngi. Th nhng nhiu ngi li qu quyt rng l cch rt c hiu qu xy dng mng li khch hng. N s mang li li ch khng l nu chng ta bit cch hnh ng ng lc. C 3 bc chng ta hn gp c mt khch hng cha bit g v nhng li ch tim nng chng ta s em li cho h 1. Gi mt l th m u ti khch hng 2. Tip theo gi in thoi hn gp 3. Gp mt trc tip. Chun b cho cuc gi bng vic gi th gii thiu Gi th gii thiu trc l cch c hiu qu t gii thiu mnh vi cc khch hng mi tim nng. t hiu qu cao, bc th cn c 3 yu t: phong b c tn ngi nhn, khng ch tn cng ty hoc gim c trong th c cc thng tin trc tip lin quan n khch hng mt cun sch nh c thng tin v sn phm Mt l th c tn c th ngi nhn s d dng t c mc ch ca ngi vit v chc chn ngi m bn tn s c n. Chun b cuc gi t hiu qu 1. B quyt thnh cng l: tin hnh theo mt kch bn hp dn luyn tp trc khi lm tht bt u trc tin vi nhng khch hng c kh nng b thuyt phc nht. 2. Mt kch bn hay cn c nhiu thi gain. Chng ta phi thc hin n khp vi n. Kch bn hay s gip chng ta:
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trnh b lu li chun b trc khi tin hnh tin tng mi vic sun s 3. Kch bn hay s: gy s ch tn trng ngi nghe lm ngi nghe phn chn c nh gi cao li cun ngi nghe tham gia tr chuyn hng ti bc tip theo bn c hng thng xuyn s dng tn ngi ang ni chuyn 4. Th hin lng nhit tnh bng cch thng xuyn dng cc t tuyt vi, ht . ng thi trnh a ra bt k iu g c th xc phm n h. 5. Coi cc cuc gi nh cc cuc chi. C th chng ta s thng v c th s tht bi. Nhng mi ln tht bi l mt bi hc ng gi cho ln sau chng ta lm tt hn. 6. ng ni ging nghim tc qu hy ni chuyn nh bn l ngi hng xm bn kia hng ro. 7. ng vi nh gi ngi ta. Hy tin h l nhng ngi tt v khi c cung cp thng tin y h s mua hang ha v dch v ca chng ta. 8. T ra thoi mi. Ngi nghe c th cm nhn c ni lo lng. Chng ta khng nn t ra l ngi ang tht vng hay mt ngi bn hng qu mt mi. 9. Hy la theo thi ca khch hng. Nu h t chi, chng ta ng phn ng li hoc a ra hng triu cc l do h phi mua sn phm ca mnh. Nn trau di cc k nng ring bit nhng k nng c th lm cho khch hng t cm thy chu p lc bi v ln trc chnh h t chi. 10. Tp trung vo nhng iu then cht. ng b chi phi bi nhng iu nh nht lm gim li ch ln lao. Gi in
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1. Sm mt b ng nghe in i. Nh vy chng ta c th chuyn tr thoi mi. 2. Trc khi gi ng qun ht th tht su ba ln. Th lng ngi. Chng ta s thy thoi mi, bnh tnh v lanh li hn rt nhiu. Ngi thng ngi trn gh,nhn ln trn nh v ci to, cng to cng tt. Nhng ng tc nho nh y cung cp thm oxy vo mu, a ln no v tng hng phn. 3. Chn v tr t in thoi. Nu cn thit phi: da lng vo gh, gc chn ln bn nhn ln trn nh hoc nhn ra ca s 4. Tun th cht ch ht mc cc bc sau: T gii thiu mnh. y khng phi l lc chng ta ngi ngng hay e l v cng khng phi lc chng ta khoe khoang khoc lc. Thu ht s ch . Chng ta ch c vi giy xa i ni bc dc ca ngi nghe khi phi dng cng vic no y li tip chuyn mt ngi bn hng ngoi mun l chng ta. Trc tin nn xin li v lm phin Cho ngi nghe bit ti sao chng ta gi in n. L do tht phi thuyt phc ch khng phi l l do bng qu. Nu c th ni ra ngi mch chng ta gi in n th cng tt. Khng nn hi h c thng tin no u cha hoc c thc mc g khng. Nu h cha c cu hi th ch lm h lng tng. Gi li tr nh ca ngi nghe bng vi thng tin ngn gn, khi qut. Thu ht s ch ca ngi nghe. t nhng cu hi m khi cn thit. ng bao gi hi nhng cu hi c kh nng dn n cu tr li l khng. Cu tr li phi cho bn thng tin v mt nhu cu ca khch hng. Cn mong mun ca chng ta l tha thun mt cuc gp cho h thy nhu cu ca h s c p ng nh th no. Nu ch ch nghe xem h ni g cha . Phi ch n c sc thi li ni m sc, li ngt hi, cng , mnh m hay du dng ca li ni ty m p li. Va ni va ngt ngh ngi nghe c c hi ni nu h mun. Khi ngi nghe t ra quan tm v t nhng cu hi i vo chi tit, hy t vn hn gp. Hn bng cch ngi nghe t quyt nh thi gian trong 2 ngy ti. 5, Cc kha o to
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Nu bn cho rng vic hc hnh tht tn km th hy chp nhn s dt nt!


Li Dereck Bok, nh s phm m trong cun 1911 iu hay nht cha ai tng ni

Tin hnh mt kha hc to thm lng tin trong khch hng m khng phi mt chi ph. Tuy vy mi ngi u n v mt l do b buc phi lm quen vi mt khi nim mi hay mt sn phm mi m h cn phi mua. Sau y l mt vi b quyt vic bn hng c hiu qu nht trong cc kha hc nh th ny: 1. Chn mt vi sn phm mi hay mt sn phm tiu biu khc vi bt c nhng g c th lm khch hng tim nng quan tm. 2. Lp danh sch nhng ngi c quyn quyt nh v vic mua bn. Cc danh sch ny ly t: danh sch khch hng c s thng mai a phng cc t chc ngh nghip cc t chc chuyn lp nhng danh sch kiu nh vy 3. Vit mt l th km theo hoc gi e-mail thng bo cho ngi c: ti sao h nn tham gia ni dung ca bui hc thi gian ko di ca chng trnh a im, ngy, gi phng thc ng k tham gia lm th no mi ngi ng k tht d dng bng in thoi gi n khng phi tr cc hoc cho php ng k qua th in t 4. Chun b ni t chc trang trng, nh vy s ni ln chng ta mong mun c cng tc. 5. Chn mt a im trung tm, thun tin cho phn ln nhng ngi c th tham gia. 6. n nh mt thi gian t nh hng nht ti ngi tham gia. Thng thng gp g vo ba sng sm to iu kin cho mi ngi vn n c quan lm vic c bnh thng.

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7. V khch mi n ni chuyn tng tnh trang trng vi ni dung chng trnh. Ngi c th l: Mt chuyn gia ni ting Mt nh sng ch Mt khch hng c k lc trong vic s dng hng ha ca chng ta 8. Trc khi bt u, lt qua cc khan gi ang ch , hi xem h nh gi ra sao v bui thuyt trnh t gc ca mt khch hng. 9. Thi gian ch yu ca chng trnh phi cung cp nhng thng tin b ch ch khng nn bin n thnh bui rao bn hng. Mc ch cung cp cho mi ngi nhng thng tin b ch h sn sng ti bui gp g tip theo. 10. Phi tnh n nhng phn hi ca khch hng, qua thu thp thng tin v li ch ca bui hc. iu ny gip chng ta ch trng hn na n nhng ni dung chnh. 11. Pht cho ngi tham d nhng ti liu bao gm y nhng thng tin v cht lng sn phm, v quyn li khch hng m chng ta trnh by 12. Kt thc bng mt lot lu lc quan cm n mi ngi tham gia. Mi nhng ai mun li tho lun thm, t sn sng tip tc cng h. 6, Ngh thut ni chuyn in thoi vi khch hng Ti phi chu ng tt c nhng iu kh chu trn i. Nhng khng c g kh chu bng vic phi ni chuyn qua in thoi
Richard Armour (1906 1989), nh th m

Cc bn tng gp rc ri trong vic gi in thoi gp c ng ngoi cha? bao gi cc bn c cc cuc in thoi v ch cha? Sau y l m t s bin php ci thin tnh hnh, gip tng kh nng gp ng ngi. 1. Gi vo bui sng sm. Nu chng ta gi n trc 8 gi sng, mi ngi c v sn sng tip chuyn hn l gi vo cui ngy. 2. Tm v dng s my nh ring ca khch hng.
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3. Xin php kin ca h cho chng ta gi v nh nu nh khng gp c h trong gi lm vic. Mt s ngi cn lun s in thoi nh ring trong danh thip l chng ta gi nu nh cc s khc khng lin tc c. 4. Ch nn mt li nhn hp th thoi. Nu nh ln th hai gi li m vn khng c hy ch ln sau. Nu nhn tip ln na c th v tnh chng ta tr thnh liu lnh hoc quy ry h. C hai iu u khng tt. 5. Nu gi n ng dy trc tip v c ting ni hp th thoi, chng ta th bm 0 kt ni vi l tn hoc ngi tr gip. Hi xem h c vui lng tm gip ngi chng ta cn tm gp hay khng. Hay hi xem lc no ta c th gi li c. 6. Nu sau khi bm 0 v gp c l tn, chng ta nn nh c y tm gip ngi mnh mun gp, hoc nhn h, hoc c hai. Nu c ta ng nn hi tn v cm n. 7. Gi th in t ti khch hng tim nng v hi xem khi no chng ta c th gi n. 8. Hy lun theo di th in t. Chng ta s nhn c hi m thng xuyn hn mc d c th l sau mt hoc hai ngy. 7, Bn hng qua trung gian C v s nhng ngi m ta c th lm quen ging nh mt vn cy tru qu ang ch thu hoch
Khuyt danh

Chin lc bn hng s lm tng doanh s ln 25% nu chng ta pht huy lng tin ca mi ngi i vi mnh. l con ng nhanh nht ci thin uy tn v tng doanh thu bn hng. 1. Bn hng qua trung gian c nhng u im sau: Chng ta s chim c lng tin ngay lp tc. Nu c ngi tin tng gii thiu, khch hng s bt e d hn so vi khi tip xc vi mt ngi xa l. M rng mi quan h vi tt c nhng ai c th l khch hng tim nng Gim chi ph bn hng. T tm kim khch hng mi va tn km tin bc va mt thi gian. Chi ph ln gp 5 ln so vi vic bn hng cho nhng khch hng ang c.
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To mi thin cm trong con mt ngi gii thiu khch hng mi, c bit khi h thy hi lng v dch v ca chng ta. 2. C hai cch tm trung gian Lm vic ht mnh khc hng ca ngi sn phm hay dch v ca chng ta vi nhng ngi khc Nh gii thiu vi nhng ngi khc. 3. Tm kim trung gian qua: Nhng khch hng tn nhim: duy tr quan h mt thit vi nhng ngi c th mang li li ch khng l bng cc cch tip cn ph hp Bn b: nhng ngi bn thn nht s bit c kh nng ca chng ta v s h tr Nhng khch hng tim nng: thng thng trong khi chng ta cho hn g, ngi ta thng nu ra l do v ti chnh, v thi im, ngay c trong khi h khen ngi sn phm. l c hi thun li chng ta hi xem ai c th hin ti ang c nhu cu. Gia nh: a s chng ta khng thch cng vic lin quan n gia nh. Nhng nhng thnh vin trong gia nh rt mun gip chng ta v c th cho chng ta ch da ng tin cy m khng cn n hu g. Bn hng: nhng ngi bn hng nh gi cao mi quan h v cng vic ca chng ta. H mong mun c li t vic gip ngi khc. Ti sao chng ta li khng tranh th thun li v nh h gii thiu khch hng mi? 4. Khi no th chng ta nn ngh gii thiu vi khch hng mi? Thi im thun li l khi: hon tt mt s cng vic lm tha mn khch hng sn phm hay dch v ca chng ta thc s tt khch hng gn b vi chng ta 5. ngh gii thiu khch hng mi thng khng d dng cho nn hy cn trng, ng a ra cu hi ca mnh theo cch m h c th tr li l khng. Nn hi Anh c bit cn ai na mun s dng dch v ny khng? 6. a s cc khch hng tn nhim s gip chng ta nhng cch khc nhau. H c th: mun t mnh lin h mun t lin quan n vic lin h
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hng dn t m chng ta lin h 7. Khi ngh gii thiu khch hng mi khng nn ni thm: khch hng tim nng nn l ngi nh th no nhng g chng ta c th dnh cho ngi d nh lin h vi ngi nh th no? 8. Nu c gii thiu, hy tm hiu n mc c th v khch hng tim nng cng nhiu cng t tin n thnh cng. Nn tm hiu: tn, cng ty, a ch, s in thoi, fax, e-mail ti sao h c chn gii thiu h dng dch v ca chng ta nh th no 9. ngh c t lin h nu chng ta bit ngi 10. Ngi ta ca than v nhng iu khng hi lng vi ngi khc thng xuyn hn l ni v nhng iu lm h hi lng. L do h ni ra nhng iu lm h hi lng l: h mun mch cho ngi khc h mun t ra l mnh sng sut khi la chn h mun gip ngi khc v hi vng s c p li trong hon cnh khc 11. Gi mt bc th hoc gi in cm n ngi gii thiu khch hng cho mnh. Thng bo cho h bit rng chng ta: lin kt vi khch hng sn sng phc v khch hng nh gi cao vic gii thiu khch hng 12. Cn nhc cch cm n nhiu hn mc ng ra h c hng v s thnh cng Tng h mt cht g mang tnh cht c nhn, khng quan trng l tn km bao nhiu m ch yu l mn qu phi c ngha Tng h mt ci g m h c th khoe vi ngi khc 13. Chn cch thc tt nht lin h vi khch hng: vit th, gi in thoi, hoc c hai. Nhng trng hp chc chn th ch cn lin h nhanh chng qua in thai. Cn i vi nhng khch hng khng nhit tnh th gi th sau gi in thoi th tt hn. 14. Sp xp mt cuc gp cho c ba. Khch hang tn nhim ca chng ta s mi mua hng v chng ta tin hnh bn hng.
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15. Nn gi sm. Nu cng lu th kh nng thnh cng cng t i. Thin ch mun gip chng ta ca khch hng s gim st theo thi gian. 16. Chun b cho cuc gi bng vic xem li nhng thng tin v ngi c gii thiu. Hy tm hiu v: loi hnh kinh doanh ca h tnh hnh pht trin hin nay ca ngnh trch ngang v c nhn gia nh, s thch yu t quyt nh cch tt nht gy ch khi bt chuyn 17. Bt u cu chuyn bng vic gii thiu chng ta l ai, ai gii thiu v sao chng ta gi n 18. Ch i h p li. Nu pha bn kia khng t chi thng thng, hy m t s qua v cc khch hng tn nhim hng ha, dch v ca chng ta nh th no 19. Dng nhng cu hi m hi v nhng nhu cu ca h 20. Ni r ng c gi in ca chng ta l thc hin mt bn phn hn l mun cho hng. Nn ni: Anh Sam Smith bo ti gi in cho anh v ti ha l s gi 8, Pht biu ti hi ngh Ti khng phn i nhng ngi nhn vo ng h khi ti ang ni. Nhng ti cc k kh chu khi mi ngi bt u lc ci ng h c tay ra hiu cho ti bit h buc phi ra i
William Norman birkett (1893 1962), lut s ngi anh

ng b l c hi th hin mnh trc mi ngi, c bit khi khn gi cm thy bt buc phi ngi nghe v khng th rt lui c. Chng ta nn gy n tng cho ngi nghe bng ti hoa v uy tn ca mnh. Rt t khi c c hi chng ta by t suy ngh ca mnh trc m ng, trong trin lm hoc hi ngh. Nht nh chng ta khng c lm lng ph c hi bng vic lm cho khn gi thy t nht v b quy ry.

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Chun b: Mt bi din thuyt tt s ni bt v n theo qu trnh suy ngh logic ca khn gi. bi din thuyt t c hiu qu tt nht, hy t chun b bng cch din t nhng cu hi sau: 1. Ngi nghe l nhng ai? Chc v ca h? H c nhu cu mong i g? iu g s khuy ng h v iu g s lm h mt hng th ging nh nhng ngn n pht tt? H bit c g v bit bng cch no? 2. Mc ch ca cuc gp mt l g? Kt qu mong mun l g? y c phi l bui gii thiu v sn phm mi khng? Hay mc ch l ph bin rng ri trong cng chng v gy n tng tt p trong h? 3. Ngi nghe c li nhng g? Cu hi ny rt quan trng v khi thy khng c li g ngi nghe s chng cn quan tm na. H c g hn khi dng sn phm hay dch v ca chng ta? H c th tit kim thi gian hay tin bc khng? 4. Chng ta c th chng minh nhng li ch hay khng? C hay khng nhng v d hoc ti liu xc nhn nhng li ch m ta nu ra? C g xc nhn cho nhng kt lun ca chng ta khng? 5. Thnh tch ca chng ta l g? Khng nn l m cho ngi nghe bi nhm chn bng nhng li tng bc v nhng thnh tch ca chng ta trong lnh vc ta ang ni ti. Hy cho mt ngi khc ni ln iu ny theo cch khin ngi nghe s khng nghi ng chng ta l nhng ngi thnh t. 6. Ch ra s tng ng? Rt c li khi a ra nhng v d v vic sn phm ca chng ta mang li li ch cho mi ngi nh th no trong cuc sng 7. Nu trng hp c th? Chng ta c th nu trng hp ca mt s ngi, cng ging nh nhng ngi ang nghe y, c nhng li ch g t vic s dng sn ph m dch v ca chng ta. Hy a ra nhng s liu minh chng ngi nghe khng cn nghi ng g v thng tin ca chng ta Trnh by kin 1. To n tng tt bng gi tr ca thng tin m chng ta a ra. Chng ta a ra nhng thng tin cng gi tr th cng c nhiu ngi lu n tm danh thip ca chng ta sau
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2. Cung cp bn thng tin vn tt. Km thao l tm danh thip v danh mc sn phm 3. Khng nn ni l thuyt sung. Hy a ra nhng cu chuyn v v d thc tin. Ngi nghe s cm thy th v hn v ch lng nghe 4. ng bao gi thng thn mi cho hng ha, dch v. Hy dng cc v d hay trng hp c th chng minh cho li ni ca mnh. Hy ngi khc gii thiu v ca tng nhng u im trong sn phm ca chng ta. 5. Cho mi ngi bit phng thc lin h. Mang theo nhiu danh thip, danh mc hng ha. 6. Nu c trong tay danh sch nhng ngi tham gia, nn gi th cho tng ngi trong , nu chi tit nhng g chng ta c th lm cho h. Km theo l th ng k tr tin trc, s in thoi. a ch th in t h c nhiu cch lin lc vi chng ta. 7. Nu khng c danh sch, tm cch c tht nhiu danh thip ca khch tham d bng cch a ra mt hoc hai phn thng cho nhng ai bt thm c l phiu x s sau khi th danh thip ca mnh vo mt chic hp. 8. Nu c ai n v xin danh thip, chng ra cng nn nh xin danh thip ca h. Nh vy chng ta s ch ng hn trong vic lin h vi h

9, Trin lm thng mi Hoch nh cho thnh cng ng hnh din l khng bao gi tht bi m hy t ho v bit ng ln sau mi ln ng
Ralph Waldo Emerson (1803 1882) Nh th, nh vn chnh lun ngi m

D chng ta ch n thm hay trc tip tham gia trin lm th nhng c hi giao thip u nhiu v k. Theo trung tm Nghin cu Trin lm Cng nghip, vic thc hin mt phng n kinh doanh xut pht t trin lm s gip tit kim c 62% so vi thc
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hin phng n khi u t ngoi th trng cho d nhng ngi tham gia d n ch ngi bn chic bn, n ung qua loa v tn gu. Vi mt k hoch thch hp, chng ta bin nhng kinh nghim trong trin lm thnh cng vic kinh doanh tin ti thnh t. Sau y l cc phng php gip chng ta khai thc tt nht nhng c hi trong trin lm. 1. Nn chn tham gia mt trin lm c sc thu ht s lng ln nhng khch hng ti m nng. Cch d dng nht tm khch hng l nhng gian hng trong trin lm m h tham gia trng by. Chnh h gip chng ta tm thy h d dng hn. H c c mt gian hng vi y nhng thng tin v doanh nghip, v sn phm v dch v. Ngay c khi i tng ca chng ta l nhng ngi tham gia trin lm, vn c th thc hin mt s mc tiu i n thnh cng. 2. t ra mc ch ca mnh trong hi ch ny. Chng ta nn ra ch tiu v s lng cho: khch hng mi hng mu cn phn pht ngi dng th sn phm cc cuc hn gp sau bn hng 3. Lp k hoch: Xc nh kiu mu khch hng tim nng l tng. Hn gp trc khi n. Da trn danh sch xem mnh mun gp ai trc. Quyt nh nn gp ai. Trc ht l nhng ngi i din cho cng ty ang c nhu cu v dch v ca chng ta trong mt khu sn xut no . Xc nh trc nhng mong mun cuc trin lm ny, dnh thi gian o to nhm lm vic ca mnh h ch theo ui chinh phc nhng khch hng tim nng ph hp vi mong mun . Chn cch tt nht gp g khch hng. C ai bit n chng ta v chng ta l nh hung bin khng? D nh trc nhng gian hng no mnh s n thm. Nghin cu s trin lm khi mt thi gian v cng sc i tm. 4. Hy gii thiu dch v ca mnh nh mt nh hng bin. Chng ta s c qung co khng mt tin bng vic th hin mnh nh mt kho tang kin thc. Tn dng thi c bng vic:
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thng bo vi mi ngi rng chng ta l nh hng bin gii v hn na l mt chuyn gia xin mi h lng nghe chng ta ni a cho h danh mc nhng kin chng ta pht biu khi trin lm kt thc v cho h bit vic tham gia ca chng ta din ra nh th no. 5. Vit mt bi bo gi ln trang Web hoc tp ch ca trin lm. Nn c km c nh mi ngi d nhn thy. Nh ng km a ch lin lc. Nu trin lm c trang Web, nn ngh c ng ln . 6. Hy gi thng co bo ch. Lin lc vi cc phng tin thng tin i chng ng nhng tin tc nng hi ca mnh. Chng ta c th c phng vn trn bo ch, ti vi hay i. Nn c mt s in thoi gi n khng mt tin mi ngi gi mua hng hoc n ly mu min ph. C th a ra mt bng gi v 10 cch tt nht s dng cc dch v ca chng ta, hay 10 b quyt 7. Tnh nguyn gii thiu ngi dn chng trnh hoc hi ng. l mt c hi rt tt v chng ta khng phi chun b nhiu, chng ta c mi ngi nhn thy, c mi ngi tn nhim v tn ca chng ta s c trong chng trnh. 8. Nu khng c tin chi ph cho mt gian hng ring th hy tm cch trng by chung. Nu c ai tham gia trng by trong trin lm, c khch hng kiu tng t nh chng ta nhng khng phi l i th cnh tranh th hi kin h xem c th tr mt mc ph va phi ( c th l 50 hay 100 la) t mt ci gi ng catalog ca chng ta vo gian hng ca h khng. 9. Sp t trc cng nhiu cuc hn cng tt. Gi li mi ring n tng khch hng tim nng. S dng vi li ngn gn nhn mnh ti sao khch hng nn dnh thi gian n gp chng ta. V d, gii thiu: mt cuc trin lm c bit hay nhng tin mi nht v s pht trin si ng ca sn phm nhng gii p mi cho mt s bn khon ca khch hng mt h thng cng ngh mi mt phng sch gim chi ph 10. Tip theo hy gi in hn gp. Nn nh rng rt nhiu ngi thch lang thang trong trin lm v khng mun b ghm chn li. Thc hin trc nhng cuc hn m chng ta c th v khi n trin lm tip tc tm kim thm.
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11. ng thi nn gp g cc khch hng ang c. C th mt s khch hng mun chng ta c bit quan tm. Mi mt danh mc hng ha i hi s chun b ring bit pha chng ta. Cho mi ngi thy l do ti sao vic gp chng ta li l u tin hng u. 12. Nn ch c nhng khch hng tim nng m khng trng by tri n lm. H n trin lm ch l xem v tham gia cc bui hi hp. Cch tt nht gp nhng ngi ny l thng qua cc bui tho lun v cc bui hp mt. Xem qua lch trin lm v chn ra nhng bui gp mt c nhiu ngi quan tm nht v sp xp thi gian tham gia. 13. Nhiu hi ch gip chng ta d dng tm thy khch hng tim nng bng cc tm bin nhiu mu sc ca cc t chc tham gia trin lm, c quan bo ch ca khch hng Cn c vo , chng ta c th nhm ng mc tiu nh. 14. Thu thp danh thip ca khch hng tim nng bng cch bc thm c thng. Khi a ra danh thip, mi ngi u bit l s c lin lc li, cho nn chng ta phi p li ng n bng vic chm sc h sau ny. C rt nhiu hi ch c my chp danh thip chng ta c th nhanh chng chp v ti v my tnh ca mnh hng ngy. Dng my chp ny, thi gian l ra dng ngi np d liu vo my chng ta c th dng tp trung vo vic giao tip vi nhiu ngi mc ti a. 15. Dnh mt hoc hai ngy gp g mt vi ngi ni m bn n. Lm cho h c cm gic nh chng ta n ch yu l gp h. l cch hay nht tranh th thi gian v chi ph ca trin lm. Ti a ha c hi kinh doanh Nu thi c khng n hy to ta n
Milton Berle. Nh hi kch ngi M

Tham gia trng by trin lm tm kim khch hng tim nng l cch rt hiu qu. Mi ngi n gian hng ca chng ta v tm hiu thm v nhng g chng ta ang lm. Chng ta c chuyn tr vi mi ngi v giao lu vn ha. Nhng phi lm g nu chng ta khng ti chnh v ngun lc khc tham gia trng by? Chng ta c th vn dng trin lm bn hng thun li c khng? Cu tr li l c. Sau y l mt s phng php tm kim khch hng trong trin lm
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Nu chng ta khng tham gia trng by: 1. Tranh th c hi khng nhng giao thip m cn t hc hi nhng khuynh hng v nhng tin b mi nht. C 3 cch: mang theo mt my ghi m nh, ghi li nhng vic chng ta mun lm hoc tn nhng ngi cn gp. Thu tm nhng tng mi. Tham kho nhng kinh nghim ca nhng cng ty khc. t ra cc cu hi th v cho cc doanh nghip tham gia trin lm. Xem cc danh mc sn phm v ngh h gii thch thm nhng g cha hiu. Ghi chp li. M rng giao lu, ng chn chn trong vn phng cng vi cc ng nghip. 2. Mc d khng tham gia trng by nhng chng ta vn nn c cc tng phm qung co min ph. Ngi ta c th vt b nhng tp danh mc hay giy t nhn c t cc gian hng nhng rt him khi h b i nhng qung co (chic bt, mc eo cha kha). Cn hc hi nhng ngi tham gia trng by trin lm. 3. ngh ngi tham gia trng by tri n lm cho mnh bit tn ngi ng ra m nhn cc cng vic c th ph hp vi mc ch ca mnh. Vit tn ngi vo t m danh thip ca nh trng by, hi xem c th nhc n tn ngi tham gia trin lm khi gi cho ngi khng ( chng ta khng phi khch so qu khi gi). 4. Giao tip mi tnh hung: Chuyn tr vi nhng ngi t gian hng ny sang thm gian hng khc. Tm hiu mi quan tm ca h. Ci g li cun h? Tranh th giao tip trong c tic ng nhng ng qu lm dng. Rt kh ni chuyn trong khi ming y thc n. Rt kh bt tay trong khi chng ta ang cm a v ly. Khng trao i danh thip khi tay chng ta ang dnh thc n. Cch tt nht bt u cu chuyn l t gii thiu v mnh. ng cm c cc v a, nh vy bn c th bt tay. Tham gia cc lp o to cng nhng ngi chng ta mun gp. T gii thiu mnh, chuyn tr, trao i nhng kinh nghim hc tp. Lc ny chng ta c nhng quan im chung, chng ta bt u mt mi quan h ri y. Hy n trc khi bui hi tho bt u. Trao i danh thip vi nhng ngi xung quanh. Quan st xung quanh. Ai ang ngi pha sau? Ai ang ngi pha trc? Nu nh p li mt cu hi hay nh a ra mt cu hi, nn gii thiu tn

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mnh, tn cng ty v iu mun ni. V d: Ti l Karen Susman, din gi quc gia, hun luyn vin, ti mun hi 5. Hy ngh ngi ly li sc. S lo lng hay mt mi d biu hin trn nt mt. 6. Lun gn gng ngn np. Loi b bt nhng ti liu khng cn thit sau mi ngy. 7. Phn loi nhng khch hng tim nng nht trong mi ngy bng cch: t ra k hoch thm cc gian. Tng hp li. Suy ngh v tng ngi gp, tng cng ty mnh ti, c biu hin g h c th tr thnh khch hng tim nng hay khng. Lit k khch hng tim nng thnh cc danh sch A , B v C. Nhng khch hng kh quan nht a vo danh sch A. Nhng khch hng mc trung bnh a vo B, cn nhng khch hng t kh nng nht a vo C. 8. Xy dng chin lc trin khai lin h tin ti bn hng. i vi cc khch hng tim nng loi A, ghi ch: nhng iu chng ta bit v h bng cch no bt u tip cn vi h ai l ngi c vai tr quyt nh lm th no tip cn vi ngi c vai tr quyt nh thi gian thch hp nht tip cn tng ngi 9. Thc hin k hoch. Bt u vi mt vi khch hng tim nng danh sch B. Khi no thy thch hp th chuyn sang danh sch A. 10. Nn nh rng nhng ngi m chng ta ang c gng tip cn trin lm n bn hng ch khng phi mua hng ca chng ta. V vy ng hi vng h s dnh nhiu thi gian cho chng ta. Chng ta s thun li khi: t gii thiu mnh vi h thng nht chc chn thi gian hn gp vi h sau c trong tay danh thip ca h 11. Gi bu thip cho mt s nhn vt quan trng trong mng li giao tip ca chng ta. Thng bo vi h chng ta c mt s tng hay v mi dnh cho h. Tip tc trin khai khi chng ta tr v.

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12. Tip tc lin h vi nhng ngi quan trng. D ch l mt mu tin ngn gn cng lm h nh ra chng ta v cng ty ca chng ta. Mu giy vit tay s gy n tng cho ngi nhn. Nu ai cn thng tin hy p ng ngay. Nu chng ta tham gia trng by: 1. Hy nng ng. Nu chng ta trc trin lm khng nn ng i l sau bn. Hy hi khch tham quan v cng vic kinh doanh ca h gii thiu cho h nhng sn phm v thng tin ph hp. C ngha l chng ta phi ch lng nghe. ng bn sn phm hay dch v m hy bn nhng g m sn phm ca chng ta mang li cho h. 2. Ti tr cho mt gii thng hoc mt cuc thi. y c th l mt gii quay x s hay mt gii thng cho ai on ng s danh mc hng ha m chng ta mang n trin lm. Hoc ti tr mt cuc thi tm gii php sng to p dng cho dch v ca chng ta. Ngoi ra cng c th ti tr mt gii thng cho nhn vt ch cht trong ngnh hoc nh lnh o ti ba trong nm. Lm nh v y chng ta s c cng chng c nc bit n. 3. Hy sn sng k mt cu chuyn v thnh cng chng ta t c. Gip khch hng bng cch hng dn h cch s dng sn phm ca chng ta: Hy tngt tng 4. Tr chuyn vi cng nhiu ngi cng tt c th a ra nh gi h. Trin lm khng phi l lc mi ngi ch tr chuyn chc lt. Nu h ph hp vi ch tiu ban u chng ta ra, hy tin thm mt bc na trong cu chuyn nhn nh h c ph hp vi tiu chun l khch hng tim nng l tng khng. 5. Hy tung ti liu qung co ni cng cng. Hu ht cc trin lm u c cc bn ti liu trc ca ra vo. nhng trin lm ln, nhng chic bn ny ch tuyt i dnh cho nhng cng ty tham gia trng by ng l ph v lun b kim sot loi ra nhng ti liu ca cc cng ty khng tham gia trng by. Tuy vy, a s cc trin lm nh, ni quy c ni lng hoc khng bt buc tun th. nhng trin lm ny, nn li mt s bn copy danh mc hng ha trn bn v quay li vi ln trong ngy kim tra xem tp c gn gng v c d nhn thy khng. 6. Mi nhng khch hng s dng tt sn phm hay dch v ca chng ta cng tham gia trin lm. Khng c g hi u qu bng nhn chng sng. a ra cho h nhng quyn li r rng s c hng.
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7. Gi cho gian hng lun gn gng sch s v c v lc no cng sn sng n cho khch tham quan. 8. Trnh c qu nhiu ngi bn hng trc cng mt lc v nh th c th gy tm l lo ngi khch hng tham quan. To mt khng gian rng h c th gh vo v thy thoi mi trong gian hng ca chng ta. 9. To mt bu khng kh thoi mi khuyn khch mi ngi ti thm v ci m trong khi ni chuyn. 10. Hy thn trng vi cc cch cho hi khc nhau ca cc nn vn ha khc nhau, c bit nu trin lm ca chng ta thu ht ng o khch quc t. Nu chng ta l mt din gi hoc l ngi tham gia hi ng gim nh, ban t chc: 1. Tm hiu nhng ngi tham gia hi tho trc khi pht biu. Vic ny s gip bi pht biu c hiu qu hn v chng ta s c giao lu, xy dng cc mi quan h vi mi ngi. Hy duy tr nhng mi quan h sau ny. 2. Trong khi pht biu chnh thc, c bit lu cc khu vc c th ng dng tt n vic bn hng ca chng ta. Trc v sau khi hi tho din ra, tip xc v trao i danh thip vi cng nhiu ngi cng tt. K thut kt thc trin lm Trin lm pht huy tc dng ch khi chng ta tip tc trin khai sau . Mc ch ca chng ta trong nhiu cuc trin lm l tm cch bn hng ch khng phi l tham quan. Trin lm khng phi l im kt thc ca qu trnh bn hng m ch l mt phn ct yu. bn c hng, chng ta cn bm st trnh t vch ra xy dng v duy tr mi quan h thng qua mt qu trnh mua bn. 1. Sau khi trin lm kt thc, tip tc trin khai vi tng ngi chng ta gp. Da trn s lng, dng th t hoc in thoi lin h. Ly ni dung ca bi pht biu hoc iu chng ta trao i vi h l trng tm ca cu chuyn. Kt thc cuc hi thoi bng mt vi cu hi khai thc thm cho cuc ni chuyn ln sau. Cuc ni chuyn tt nhin phi do bn ch ng hn gp

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2. Nu mt s khch hng tim nng ca chng ta l nhng ngi tham gia trng by trong trin lm, nn nh rng h rt bn bu ngay sau trin lm vi vic gi th i cc ni tip tc thc hin vic lnh o gp rt ca h. Nn lin h vi h sau t mt tun cho n 10 ngy. 3. Thit lp mt chng trnh qun l cc mi quan h. Bt u t danh sch A, da trn mc chng ta hiu bit v tng ngi i n quyt nh tip cn h nh th no l tt nht. ng li qu nhiu tin nhn. Cng nhiu tin nhn cng th hin chng ta ang lo lng. Nu chn hnh thc gi in thoi lin lc, gi cho n khi c ngi nhc my. Nu khng c hy: nh ngi gip sm lin h c vi h gi th hi v thi gian chng ta c th gi in s dng th in t gi ngoi gi lm vic 4. Nu lin h in thoi, chng ta cn t gii thiu v mnh, tn cng ty v kinh nghim tri qua ca bn thn. 5. Gii thiu mt cch chm ri, rnh rt tng cu. Nn nh rng khch hng tim nng vn ang tp trung vo vic g khc. Lm sao h nghe thy chng ta ni v hiu chng ta ang ni g. 6. Ni cho h bit ti sao chng ta gi n tip theo bc th in t chng ta gi. 7. Va ni va ngt ngh h c th ni nu h mun. 8. ng hi h tng c hay cha nhng thng tin hoc c kin g v n khng 9. Gip h nh li bng vic ni s qua v cng ty ca chng ta. Bin cuc hi thoi thnh ring t gc c th bng vic ni ra nhng g chng ta bit v cng ty ca h. 10. Ngay khi ngi ni chuyn vi chng ta bt u t ra quan tm khi a cc cu hi chi tit, hy xut mt cuc hn gp. tr li cc cu hi ca khch hng tim nng, chng ta cn phi bit r hn v cng vic kinh doanh ca h. 11. Hn gp bng cch cho khch hng tim nng t n nh lch hn trong vng hai ngy. H s t chn ngy, gi ph hp. Khng nn hi: Khi no th thun li cho
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anh?. a s nhng ngi lm cng vic kinh doanh rt bn rn nn khng th c thi gian thun li. 12. Trong sut cuc tr chuyn, nn lun lun lng nghe h v ng ngt li. Ni cng nhiu ng ngha vi vic h ang cn nhc mua hng.

2, B quyt thnh cng


B quyt bn hng thnh cng l hy xut hin trc cc khch hng tim nng khi h sn sng mua, ch khng phi khi bn cn bn hng. Cch nhanh nht nm c b quyt ny chia nh n thnh ba phn c bn. Bn cn phi: C mt trc cc khch hng tim nng Khi h sn sng mua Ch khng phi khi bn cn bn hng. c im ca nhng khch hng tim nng nht C nhu cu v mt hng bn bm v nhn thc c nhu cu Va c quyn mua va c kh nng thanh ton a ra quyt nh trong thi gian tng i ngn Rt tin tng vo bn v cng ty ca bn Sn sng lng nghe bn

Nhng khch hng tim nng nht s ng thi t hi cc yu t trn, khch hng no c cnh t cc c im ny th kh nng mua hng ca h cnh thp. V d ngi c bn trn nm c im th s c kh nng mua cao hn ngi c ch ba c im trn v tng t nh vy. B quyt thnh cng y l bn dnh thi gian cho cc khch hng c nhiu cc c im tim nng h n so vi cc khch hng c t c im tim nng hn, mt li hay gp nht l khi bn hng gp cc khch hng ch c c im th nm, hoc c c im th nm nhng ch c rt t cc c im cn li: sn sng lng nghe bn, khi bn d b sa vo cc cuc ni chuyn mt nhiu thi gian m khng thu c kt qu c th. Tm quan trng ca vic nm c nhu cu Bn phi ng trc khch hng tim nng c nhu cu sn phm dch v ca bn v h phi nhn thc c cc nhu cu , nu h cha nhn thc c nhu cu hay cha
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xc nh chnh xc nhu cu ca mnh th ngi bn hng s l ngi gi v gip h tm ra. ng c to ra nhu cu cho khch hng v nu thc s h khng c nhu cu th l iu v ch. Tm quan trng ca quyn mua v kh nng mua bao gi bn bn hng cho ngi c kh nng mua nhng li khng c kh nng thanh ton v ngc li? Trong c hai trng hp kt qu u ging nhau: bn khng bn c hng. Nhng t nht vn l gp khch hng c c hai c im ny, khi xc nh c khch hng c c hai c im ny tt nht l bn nn rt lui mt cch lch s. Cn vi ngi c c hai c im ny ngha l bn chn ng hng, hy n lc v bn s c n p xng ng. Tnh cp thit Mt c im quan trng ca tnh cp thit l n thc gic khch hng lm vic g m c th trc b cho l kh phc tp hay qu sc ca h. Th nhng, c mt s tht l ngi bn hng khng th p c mi cm gic v tnh cp thit ln khch hng. Ngy nay, khch hng tinh tng nhn ra cc mnh khe b n hng kiu c, vi vic to ra cm gic tnh cp thit gi nh kiu ni v vic tng gi trong thi gian gn hay y l sn phm cui cng Tnh cp thit phi hp l v khch hng phi nhn thc c iu . N l vn ca khch hng xut pht t chnh bn thn h, ch khng phi l vn ca bn. Cm gic v tnh cp thit phi c khch hng cm nhn mt cch hp l, bn khng th to ra n mt cch gi to, ch l s li ko theo nhng mnh khe mua hng kiu c khng cn nhiu gi tr trong th trng cnh tranh hin nay. Lng tin v s yu thch Gia c yu thch v c tin tng th iu no quan trng hn? R rng to dng c lng tin khch hng l iu rt cn thit v l yu t quan trng nht trong th trng cnh tranh ngy nay. Khi khch hng tin sn phm c bn ra vi y gi tr ca n. Nu khch hng n thun ch yu thch sn phm th c th sn phm s bn c gi hn, nhng s tht l gi tr th lun l cng c bn hng thnh cng hn nhiu so vi gi c v cong sinh li nhiu hn. Tt c l do khung thi gian mua sm ca khch hng ch khng phi ca bn

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Tip cn khch hng c kh nng mua l vic quan trng v u tin trong bn hng. Tuy nhin bc tip theo l xut hin ng thi im khi h sn sng mua, khch hng mua dch v theo thi im ph hp vi h ch khng phi vi bn nn li khuyn l ng thc p h nhanh chng a ra quyt nh, bn c th s mt nhiu h n c. Bn cng nn nghin cu v cc quy lut v thi im mua cc dch v ca khch hng c th c cc chinh sch hay cc bin php khuyn khch ph hp vi cc quy lut mua bn . Khng phi khi no bn cn bn hng Mt trong nhng ng c bn hng k l nht l vic nhn vin bn hng lo s mnh khng bn c hng. iu ny n gin ch l cm gic tc thi, bn cm thy c cc p lc v doanh s bn, p lc do gim c hay cc b phn khc to ra bn c rt nhiu l do cn phi bn cng nhiu cng tt. Nhng khch hng tim nng khng quan tm n cc vn ca bn. Xt n cng bn t chuc ly kh khn cho bn, bn khng th xut hin trc cc khch hng tim nng khi h sn sng mua. ng li cho khch hng tim nng hy xem li mnh trc. Bn cn thu thp thng tin y bit cc iu kin, cc nhu cu, khi no v nh th no ca khch hng t a ra cc gii php hiu qu v gn vi cc yu cu ca khch hng nht. Hai yu t quan trng ca bn hng chuyn nghip Hai yu t kt thc mt cuc giao dch l khng nh a v v tnh ton thi im mua. Nhng i khi nhn vin bn hng thng b qua v nh gi thp chng, tuy nhin mt khi bn hiu v nm bt c iu ny mi th s tr nn d dng hn. Khng nh a v y l mt li th c tm quan trng c hin lc m rt t ngi bn hng nm c. Khi bt u cng vic bn hng, bn thng b qua vic khng nh a v bn thn cng c quan trng v ng gi nht ca bn. Trong khi , nhng ngi bn hng khn kho bit c gi tr ca s khng nh a v bn thn v s dng n nh mt li th chin lc. Thng th mi ngi ch ch n nhng ngi m h cho l c iu g quan trng mun ni vi h. Bi vy, bn cn phi lm cho khch hng tin r ng bn s l ngi mang li gi tr cho mi qu an h gia hai bn cn khng nh ng a v ca
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mnh. Nhng ngi bn hng khn ngoan s bit t mnh vo v tr ca nhng chuyn gia, nh t vn, hay thm ch l cc ngun lc ln khc, khi h t nh v mnh nh vy khch hng s thy ngi bn hng c gi tr, mang n nhng kin thc chuyn mn cn thit v quan trng, khch hng s mun tip cn c t vn v h tr cc kin thc chuyn mn v s dng dch v ch l mt tnh c i cng vi kin thc . S khng nh bn thn cn gm c yu t khc nh trang phc, phong cch, nghi thc x giao, hnh nh, thi , s ng gi, kh nng phn hi nhanh v hiu qu, kin thc chuyn mn, s hiu bit v nng lc gii quyt cc vn pht sinh bit mnh c nh gi th no hy ch cc phn hi ca khch hng, ng nghip hay cc cp qun l, cc nhn xt c th t tm v m (bn l mt nh t vn, bn c hiu bit chuyn mn su) n vi m (bn c ng gi khng, cch giao tip ca bn ra sao) v cc chi tit rt nh (mng tay bn c gn gng khng, u tc th no). Tnh ton thi im mua Vic cc khch hng c nhu cu t xut v cc dch v hay sn phm l iu thng xy ra. Vn l phi to lng tin cho khch hng khi h sn sng mua th h s ngh n bn, mt ngi bn hng chuyn nghip, hay t nht ngh n cng ty v cc sn phm ca cng ty bn. Nu khi c nhu cu h khng nhc n bn hoc ngh n bn cui cng th chnh l vn . Bn phi c gng dnh s tin tng ca khch hng v c chin lc to iu kin c th n bn khch hng khi h cn, hy to cc lin kt cht ch vi h v to iu kin h c th tip xc vi bn nhanh nht (trc tip hay gin tip) c th lun xut hin trong tm tr ca h khi h cn n cc sn phm dch v lin quan. Su nguyn tc nh hng trong ngh bn hng y l h thng nhng nguyn l ng dng ph bin m bn c th p fungj thng xuyn v nht qun bo m thnh cng lu di ch khng l nhng mo vt hay nhng th thut mt ln. Nguyn tc 1: Bn phi c mt chin lc kt hp gia bn hng v tm kim khch hng mi. thnh cng trong bn hng bn cn c t duy chin lc. u tin cn phi nh rng bn hng thnh cng l kt qu ca s lng khch hng tht s m bn tip cn c v hiu qu ca vic tip cn . Vic ny lun gn vi c hai chin thut tm kim khch hng v bn hng.
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Hai chin thut ny c s quan h cht ch vi nhau. Nu c hai chin thut u p dng thiu thng xuyn khng hiu qu th chc chn vic bn hng s tht bi. Nu tm kim khch hng tt m bn hng khng tt, hay bn tt m khng tm thm c khch hng mi th u c kt qu bn h ng chm chp vi s lng hn ch, v khng c nhiu c hi bn mi. Ch khi c hai chin lc c thc hin lin tc n nh, c k hoch v hiu qu th mi to ra doanh s bn hng cao nht. Nguyn tc 2: Mi ngi thng khng mua ci h cn m mua ci h mun Hy chc chn rng bn khng mt cng sc ch ra nhng th khch hng cn. Quan nim bn hng c cho rng phi bn nhng th khch hng cn, nu h ch mua nhng th h cn th s khng c ch cho kha cnh t nh cm trong bn hng, nhu cu thuc v l tr, cn ham mun thuc v tnh cm. Hay da vo yu t tnh cm v bn cho khch hng nhng g h mun. Nguyn tc 3: ng bt u qu thn mt Cc thm d cho thy vic qu thn mt ca ng i bn hng i khi lm khch hng khng thoi mi, nu h mun bt u cc cu chuyn ngoi l hy h bt u trc khng nn ch ng lm iu . Hy ni v nhng iu c th hn nh nhng g bn mun thc hin, h tr v phc v khch hng. Nguyn tc 4: Ln k hoch trc Mt cuc giao dch c th th nh cng hay tht bi rt nhanh chng tuy the o s chun b ca bn nh th no, v s chun b ny ch yu thc hin trong cng vic ln k hoch trc v thc hin k hoch nh th no (bn cnh vic tm kim khch hng tim nng v bit nh v bn thn tt nh trnh by trn). Trong chun b k hoch quan trng nht l thu thp cc thng tin chi tit c lin quan n khch hng tim nng (cc thng tin v sn phm dch v, hay cng tc sn xut ca doanh nghip, nhu cu ca khch hng, cc mong mun). Khi tip xc trc tip cc thng tin c chun b trc s c vai tr v cng quan trng v hu ch, vn lc ny l t cc cu hi ph hp vch ra cc yu cu c th, v chnh xc nhng mong mun v nhu cu quan trng nht ca khch hng t a ra cc gii php hu ch v ph hp nht. Cui cng i khi vic kt thc mt cch n gin li hiu qu hn l mt cch hoa m v lo luyn.
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Nguyn tc 5: K nng quan trng khi gp khch hng l t cu hi v lng nghe C th khng nh bn hng l t cu hi v nghe cu tr li ch khng phi l tr chuyn. Vn l hu ht nhn vin bn hng cho rng ch cn c cht ti n ni, nng n v bit cch thuyt phc l , s tht li khng phi vy. K nng y l ng bao gi ngt li khch hng hy h trnh by, lng nghe v ghi ch nhng im quan trng. a ra nhng cu hi cn thit v c th khch hng khng hiu nhm , cc cu hi phi khai thc c cc thng tin ni ln nhu cu mong mun, thi im hay cc y u cu c th khc ca khch h ng cui cng nn nhc li nhng chnh m khch hng trnh by khng nh cc yu cu ca khch. Nguyn tc 6: Bn hng theo mt quy trnh lin tc v gn kt vi nhau Rt t ngi bn hng hay h thng bn hng tun thoe mt quy tc hon chnh v thng nht, lin tc. Trong khi lai c nhiu ngi khc lm cho qu trnh ca mnh tr nn qu mc phc tp, rc ri n chnh mnh cng khng thc hin c hiu qu. Mt vn khc na l hin nay c kh nhiu quy trnh bn hng khc nhau vn l chn v s dng m hnh quy trnh no ph hp v hiu qu vi bn thn v sn phm mnh cung cp. Khi chn c mt quy trnh ph hp hy cam kt, ch ng thc hin quy trnh v thc hin quy trnh lin tc trong mt quan h gn kt cc bc vi nhau. C ba nguyn tc chung khi thc hin cc quy trnh bn hng Khng i tc b qua cc bc trong quy trnh Lun m bo bn v khch hng ang cng thc hin mt bc Hon thnh tt c cc bc 10 s tht quan trng v thnh cng trong bn hng 1, Thnh cng l mt qu trnh tch ly tng bc v lu di Thnh cng khng th l s t ph din ra trong mt sm mt chiu. Thnh cng trong bn hng n sau mt qua trnh tri nghim. Thnh cng lu di l kt qu ca qu trnh lm vic lin tc vi tt c kh nng bn c. 2, Cuc sng vn khng cng bng
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Mi ngi c iu kin khi nghip khc nhau v vy hy b qua xut pht im v tip tc tin ln pha trc. ng so snh bn thn mnh vi bt k ai v bn l bn ch khng phi ai khc v kh c th c mt nn tng nh nhau vi mi ngi. Thay v so snh v than th mong c xa xi hy bt tay vo vic v lun thc phi c trch nhim ti a ha bt k c hi no n vi mnh. 3, Tnh k lut l c im khc bit d thy nht gia nhng ngi thnh cng ln v nhng ngi thnh cng nh b Nhng ngi thnh cng nht l nhng ngi c k lut nht, khng c ngh no nhn b ngoi c v khng k lut nhng k thc i hi tnh k lut cao nh ngh bn hng. Lm ngh ny bn rt d ri vo s t do v k lut v vic lng ph thi gian vo nhng vic v b. 4, Ngi thnh cng lun c s khn ngoan him c v am hiu su sc v lnh vc ca h - iu m ngi khc khng c. Bn sn sng u t thi gian, cng sc, quyt tm v n lc nh th no tr thnh mt chuyn gia bn hng ti gii? Bn c sn sng hc hi, trau di v nghin cu cc k nng, li suy ngh, nng lc cn thit mang n cho bn li th khng? Hy phn u n lc tr thnh chuyn gia trong lnh vc ca bn bn s thnh cng 5, Tim nng khng phi l th ng c u t, cng khng phi l th dnh cho tng lai Tim nng l ngun nng lng ti sinh, khi lm ch c n bt c khi no bn cng c th s dng v pht huy n nhiu hn. Cng vi qu trnh trng thnh ca bn thn mi ngi, ngun lc ny lin tc t ti to v mang din mo xu hng pht trin v sc sng mi. 6, Khng ai c th t nhiu thnh cng hn nng lc thc ca mnh Bn s khng bao gi thnh cng hn mc bn ngh bn c th t c. Vic t nhn thc v bn thn l kt qu tch ly mi iu m ngi khc ni ngh v bn. Nu nhng g bn nghe thy l s tht bn s rt tin tng vo bn thn mnh. Nhng ch cn vi li bng gi tiu cc l c th nh hng tiu cc n tm l ca bn.

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7, Thnh cng ph thuc vo kh nng lng nghe nhiu hn ti nng n ni ca bn Nu bn ch bit ni thao thao bt tuyt ngha l bn mi ch tht s gii thch nhng g bn bit, cn khi bn lng nghe ngi khc, bn c th hc hi thm nhng g ngi khc bit. y l mt s khc bit ln. 8, ng tp trung qu vo tiu tit hay nhm ln gia hnh ng v kt qu Thi gian l ti sn qu gi nht ca ngi bn hng, bn phi m bo 100% l mnh lun lm nhng iu ng n vo thi im thch hp vi l do chnh ng. lm c iu , bn cn tp trung cao vo nhng yu t quan trng nht cho thnh cng ca bn. l nh v bn thn cn thn, tm kim v xc nh khch hng, ln k hoch trc khi gp khch hng, gp mt khch hng tim nng tht s 9, Nhng ngi thnh cng lun lm ch cm xc ca mnh thay v cm xc lm ch bn thn Bn c th qun l v phn chia cuc sng ca mnh tt nh th no? Bn c cch no ngn mt tht bi trong lnh vc no anht hng ti cc mt khc trong cuc sng ca bn khng? Bn c cho php cc vn c nhn nh hng ti hiu qu cng vic, v ngc li kt qu cng vic nh hng n i sng c nhn ca mnh hay khng? Nu bn cho php mt trong hai iu trn xy ra, bn s khng bao gi t c thnh cng m bn xng ng c hng. Cm xc rt quan trng, l mt phn ca con ngi bn. Tuy nhin nu bn s tc gin, mt mi, hay bt c trng thi tnh cm no lm lu m kh nng phn on ca mnh, c th bn s hi tic mi v nhng g lm. 10, Ngi thnh cng u c thn tng Hy thn tng mt ai c th hc t p cch c x v hnh ng ca ngi , ng thi hy lun c gng chm ch c th tr thnh thn tng ca mt ai .

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3, Nhng b mt ln

A, Hng c bn nhiu qua quan h bn b hn l quan h bn hng


C mt cu chm ngn kinh doanh c ni rng, Nu tt c mi th ngang bng, mi ngi u mun lm n vi bn b ca mnh. V nu tt c mi th khng qu ngang bng, mi ngi vn mun lm n vi bn b ca h. Ngi ta tnh ton rng hn 50% v mua bn c thc hin v quan h kinh doanh c duy tr nh vo quan h bn b. Ngi ta c th gi n l mng li nhng ngi bn tt c; hay l nhng ngi bn quen bit ty khu vc, nhng thc cht n l bn hng qua quan h bn b. Nu bn ngh rng bn s bn hng bi v bn c sn phm tt nht, dch v tt nht, hoc gi c tt nht, hy c m mng i. Nu 50% hng bn da trn c s bn b v bn khng kt bn vi nhng khch hng tim nng (hoc khch hng hin ti), bn mt 50% th trng ca mnh. V iu tuyt vi nht l nhng ngi bn khng cn bn cho bn b ca mnh nh s dng nhng k thut bn hng. Hy ngh v iu ny. Bn khng cn n nhng k nng bn hng khi bn mun ngh mt ngi bn ra ngoi cng bn hoc ngh ng h - n gin, bn ch vic yu cu. Bn ang tm kim cch bn c nhiu hng hn? Bn khng cn thm nhng k nng bn hng; bn cn thm nhng ngi bn. Hy ngh n khch hng ln nht ca bn. H tr thnh khch hng ln nh th no? Bn khng c quan h mt thit vi h? Nu bn l bn ca nhng khch hng ln, bn s khng cn thit phi kim tra gi c, tha thun gi c, v giao hng ng hn. i khi bn thm ch c th cung cp dch v km m vn gi c khch hng. Mt phn thng ln khc c c t quan h bn b i th cnh tranh b loi b. i th ln nht ca bn cng khng th nh bt c bn ra khi mt khch hng nu ngi chnh l bn ca bn. Hu ht nhng ngi bn hng u ngh rng tr khi h gi in cho khch hng bn mt ci g , nu khng chng cn thit lng ph mt cuc gi. Khng c g xa ri l phi hn l ngh nh vy. Mi ngi u khng thch b bn hng nhng h thch mua hng. Bn bt u nh th no? Mt cch t t. Chng ta cn thi gian pht trin mt mi quan h; v chng ta cng cn thi gian xy dng quan h bn b. (Nu bn ang
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c iu ny v ngh rng Ti khng c thi gian cho quan h v vn ny. Ti qu bn rn vi vic bn hng bn hy tm mt ngh mi. Ngh bn hng ca bn s chng tn ti c bao lu.) Di y l mt vi a im m bn c th gp g v xy dng quan h vi khch hng. Sai lm ln nht ca ngi bn hng l vt b nhng tm v v khng chu i cng vi khch hng. Bn c th hc c rt nhiu v tht cht quan h bng vic dnh ra mt vi ting ng h qu gi cho nhng ngi mang li tin bc cho doanh nghip ca bn. Gp g khch hng mt ni khc ngoi vn phng s bt u xy dng tnh bn v nhng mi quan h. Di y l mt vi a im bn c th la chn: - Mt trn bong - Rp chiu phim - Bui ha nhc, biu din ngh thut - Mt cuc trin lm - Mt cuc hp mt sau hng gi tham gia s kin. - Mt d n gip cng ng. - Mt ba sng, ba tra, ba ti - Mt cuc hi tho do cng ty ca bn t chc. - Nu khch hng ca bn c con nh, hy mua mt vi chic v cho nhng b phim hot hnh chiu rp. Hy tip tc vo cui tun. Hy ni v vic cng c mt quan h. Hy gia nhp mt t chc kinh doanh,hip hi, hay cc cu lc b v tham gia vo cc hot ng ca n. Nhng t chc ny khng ch n thun thc hin hot ng kinh doanh, n hng ti xy dng cc mi quan h v tnh bn gia cc thnh vin bn c th hi bt k mt thnh vin no ca chng ti. Lu : y khng loi tr s cn thit phi tr thnh mt ngi bn hng chuyn nghip. bn phi nm vng nhng k nng bn hng chim lnh na cn li ca th trng. V vy hy duy tr vic c sch v nghe bng trong t ca bn. Tt c nhng ngi bn hng ni rng h khng th to ra mt iu g c gi tr v tht bi trong vic xy dng quan h hoc kt bn. V c ai khng lm nh vy. Nhng phn ln l cc l do khng chnh ng v cc iu phi l.
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Nu s dng cc k nng bn hng bn ch c th kim c cht hoa hng t tin bn hng, nhng nu bn xy dng c tnh bn v nhng mi quan h, bn c th c c c mt tng lai thnh vng. Nu bn bn hng, bn ch kim c cht hoa hng. Nu bn kt bn, bn c c c s nghip.

B, Khch hng tim nng nht chnh l khch hng hin ti ca bn Bn tm kim nhng khch hng tim nng? Ai khng phi trong s ! Bn c th cm thy thch th nu bit rng bn c hng trm khch hng y trin vng m bn khng h ti h chnh l nhng khch hng hin ti. Hy ch 10 ti sn m bn c: 1. H bit bn. 2. H qu bn. 3. Bn xy dng mi quan h hiu bit. 4. S tin tng v tn nhim c hnh thnh. 5. Bn c c mt qu trnh giao hng v nhn c s hi lng. 6. H lun tn trng bn. 7. H s dng (v yu thch) dch v m bn cung cp. 8. H p li in thoi ca bn. 9. H s d dng chp nhn s trnh by v dch v mi bn a ra. 10. H c tin v thanh ton y cho bn. Hy ngh v iu ny trong mt giy. Bn l mt nng dn v bn cn sa. bn thc dy v quyt nh s ly sa t nhng con b nh hng xm. Bn bc qua chung b ca bn, ni c nhng con b y sa v chng cng sa n mc chng ang thit tha c vt thm ch bi mt i tay lnh lo nhng bn b qua chng v tip tc i ti ngi hng xm m bn khng h bit tm sa. Bn hng cng tng t nh vy. Ti sao phi ra ngoi, phi gi in n nhng khch hng tim nng trong khi nhng
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khch hng hin ti ca bn vn c th s dng cc dch v mi hoc s dng them cc dch v ca chng ta. H ang i bn n vi v s c hi kinh doanh. Bn cn c th mong i g nhiu hn vy. Di y l mt vi tng bn c th s dng lm cho khch hng hin ti s dng dch v nhiu hn ngay by gi. Bn mt dch v g mi m. Mi ngi thch mua nhng th mi. S nhit tnh ca bn s quyt nh sc mua hng. Hy to ra s hng khi vi khch hng bng vic chng minh dch v mi ca bn s phc v h tt hn, sinh li cho h nhiu hn. Hy bn bng cch nh ng cho h bit; hy bn bng cch cho h xem v sau hy h t mua dch v . Bn mt gi dch v c nng cp hoc gia tng cc tnh nng. Mnh hn, tt hn, nhanh hn. Nng cp v tch hp thm cc tnh nng lm cho ngnh cng nghip phn mm my tnh lin tc tng trng k t khi xut hin. Bn nhiu hn cng mt loi dch v nhng nhng a m khc nhau, khng gian. Hy tm kim nhng ngi s dng khc, nhng phng ban khc, s tng trng hoc m rng trong doanh nghip ca khch hng, hoc s thay th do nhu cu s dng v hng hc. Bn phi o su mt cht, nhng mnh t khch hng hin ti lun m m hn so vi mnh t khch hng tim nng y si v chng gai bn s phi i mt. Bn cho khch hng nhng dch v ph hoc dch v km theo. Cng ty ca bn c th bn nhiu dch v a dng v c rt t khch hng trong s nhng khch hng hin ti ca bn mua b sn phm. i khi mt khch hng s ni: , ti khng bit bn ang bn dch v, sn phm . Khi bn nghe khch hng ni vy, ng trch ngi bn hng hy trch ngi o to h. Hy thuyt phc khch hng n tra cng bn. Nu bn c th li ko c khch hng ri vn phng cng bn, bn thng c th tm kim c nhiu c hi bn hng hn (hy yu cu h gii thiu bn n vi ngi khc). Hy xy dng quan h v bn s bn c hng. Hy thuyt phc h gip bn gii thiu mi thng mt ln. y l s chng nhn thc s v mc hi lng ca khch hng i vi sn phm hoc dch v ca bn, cng l bng chng v kh nng xy dng nim tin ni khch hng ca bn ln h gii thiu vi mt ngi bn hoc mt i tc kinh doanh khc. Ghi ch: bt k bn c bn c hng hay khng, hy tip tc tip xc vi khch hng xy dng quan h v s tn nhim.
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Nu bn khng th thm hi khch hng, hoc bn c nhng l do khng chnh ng kiu nh, Ti bn c cho h tt c mi th ti c th bn c cho h, iu ny c ngha l - Bn tht bi trong vic xy dng s hiu bit ln nhau vi khch hng. - Bn c th khng chm sc tt (hoc khng chm sc mt cht no) khch hng sau khi bn hng. - Khch hng ca bn c vn , bn ngn ngi gi in cho h v bn s c v vn nhng kh khn trc mt. - Bn cn thm nhng lp hc v bn hng v s sng to. - V iu ln nht l bn khng th pht trin quan h vi khch hng mt cch ng n. Hu ht nhng ngi bn hng ngh rng tr khi h ang gi in cho khch hng bn mt th g , nu khng th chng cn thit phi lm vy. Khng c g sai lm bng vic suy ngh nh vy. Ti ngc nhin trc nhng ngi bn hng vn bn c hng v tip tc cng vic vi khch hng tim nng k tip. Ti bn dm cn trng nhn k danh sch khch hng ca bn. Ti on chc rng s c hng trm c hi bn thm th g na. Ti mun c 100 khch hng hi lng hp tc hn l 1000 khch hng tim nng.

C, Cch n gin nht bn c hng? Bn hng t trn xung Bo tng Guggenheim (mt bo tng ngh thut hin i in hnh thnh ph New York trong mt ta nh c thit k bi Frank Lloyd Wright) c im g chung vi s thnh cng trong bn hng? Mi ngi cho rng chng u bt u t nh. Ta nh bo tng l mt hnh dc trn ln. Bn i thang my ln tng thng v bc xung mt cch ngu nhin tm tng cha ng y nhng iu k th pha di. N cng tng t nh trong bn hng. Ti sao bn phi bt u vi nhn vin mc thp nht ri vt ln vi h trong khi h khng th a ra quyt nh v iu gy kh
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khn cho cng vic ca bn? Hy bc vo thang my v bt u t tng thng. ng bc t di ln! Bn s bt u t u? Bn dm bc ln bc no trong nhng bc thang quyn lc trong ln iu tin tip cn vi mt khch hng tim nng? Nguyn tc l Bn bt u vi mt bc thang quyn lc cng cao, thnh cng bn c th gt hi cng ln. Tip cn mt cch hp l vi nhng ngi nc thang quyn lc cao i hi s tinh t. Nu bn ch tip cn vi nhng ch tch, ch s hu, ng ch, hoc nhng ngi lnh o y quyn lc, bn c th tip cn c nhng bn s phi dnh rt nhiu cng sc chun b mt cch k lng trc khi gi cho h, c bit nu l khch hng tim nng ha hn s tr thnh mt khch hng ln i vi doanh nghip ca bn. Di y l k hoch 4 bc tip xc v ghi im trong mt cuc hn vi gim c iu hnh: 1. Hy chun b sn sng mi th trc khi bn bt u. Bn ch c c hi ghi im mt ln; hy bin n thnh ln ghi im xut sc nht. - Hy vit ra bn k hoch nhm t 1 ti 10 cng ty v xc nh r bn mun iu g v bn phi lm nhng g t c nhng iu bn mong mun. - Hy hon ton trong t th sn sng cho vic bn hng trc khi bn gi in chun b mi th (bi thuyt trnh, tng, mu sn phm, nhng dng c lp k hoch hng ngy) sn sng trc mt bn trc khi bn thc hin cuc gi u tin. Bn c th cn phi tin liu trc nhng tnh hung c th xy ra khi ni chuyn (nhng cu hi, thc mc, thi tip chuyn ca khch hng) v da vo t ra cch x l ch ng. - Xc nh ngi lnh o (bng tn), thu thp thng tin v tnh cch c nh n mc ti a c th - hy gi in n nhng ngi thn cn, v nhng hi vin c c nhng thng tin chnh xc trc khi thc hin cuc gi trc tip n ngi lnh o. 2. S dng chin thut ng n khi tip cn v vt qua - ngh gip . - Nu bn tip cn tr l ca ch tch, bn nn bit v gi tn c y trong khi tr chuyn. - Hy lch s, nhng kin nh. - Tot ra phong thi chuyn nghip.
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- Phi kin tr khng nn chp nhn ngay li t chi hoc c tuyt u tin. - Nm r tn v ch tch. - Nu trong ln gi u tin bn khng th gp c v ch tch: + Hy tm cch c c s my l ca ng y. + Bit thi im tt nht gi. + Nm c thi gian ng y thng c mt vn phng. + Bit gi n tra ca ng y. + Tm hiu xem ai l ngi sp xp lch lm vic cho ng. + Hy nm bt liu ng y c ri khi ta nh i n tra. + V cn phi bit khi no th ng y vng mt c ngy khng ti vn phng. V d: Bn gi ti, c th k tr li rng ng Minh i ngh. Bn hy ni Vy , hay qu ch Hnh nh. Th ng y i u vy ch? - Hy thu thp bt k thng tin c nhn no bn c th c (nh chi golf, thi gian gp mt khch hng, thi gian hp vi nhn vin, sn phm quan trng mi) v cp n nhng iu ny mt cch t khi bn gp ng y/b y qua in thoi. - Phi chc chn rng ngi gn gi nht vi ng ch c cm tnh vi bn. - Hy lun lun t ra hi hc v vui tnh. 3. Khi bn gp ng y/b y trn in thoi, hy nhanh chng nm bt: - i thng vo vn . - Lm cho cuc ni chuyn hp dn (nhng cu hi v cu ni thuyt phc nht trong i bn). - ngh c ni chuyn khng qu nm pht (thc t bn hy sn sng ko di cu chuyn lu hn khi qua mc nm pht). - Hy li li 5 bc nu bn b c tuyt ngay t u. Nhng ghi ch v gim c iu hnh v qu trnh tip cn
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- Gim c iu hnh rt kh tip cn, kh hn khi bn mun hn gp, nhng li d bn hng thnh cng nht. - Nu Gim c iu hnh thch th, ng y/b y s trc tip dn bn i, gii thiu bn vi nhng thnh vin khc, nhng ngi s trc tip thc hin thng v. - Gim c iu hnh lun bit gii thiu bn n u c th thc hin c vic bn hng. - Nu h c gng lng trnh bn, iu ny c ngha l bn khng truyn ti n h mt thng ip thuyt phc v h khng my thch th. Gii php? Hy tp trung v c gng cho n khi bn c c mt cuc hn gp. - Nu bn khi u nc thang thp hn nh, s c nguy him. Bt chp vic mi ngi ni rng h c quyn lc hoc t ra c quyn lc nh th no, h thng phi hi kin mt ai v quyt nh cui cng tr Gim c iu hnh. Cc Gim c iu hnh thng ch tham kho th k hoc tr l hnh chnh ca h nu h thch bn. Bn hnh dung c bc tranh quyn lc cha? Nhng li ch d thy - Ngi lnh o lun l ngi ra quyt nh. - Gim c iu hnh c th khng trc tip tham gia vic mua hng,nhng s gii thiu ca h sau mt cuc gp mt tt p c th mang ti s khc bit gia vic bn c hng hoc khng bn c hng. - Sc mnh ca vic c Gim c iu hnh gii thiu xung ti ngi trc tip ra quyt nh s thc s ln hn bn mong mun. Hy cnh gic vi vic gii thiu bn ti ngi khc qu nhanh. Nu ng ch ca doanh nghip bn ang hng ti c gng gii thiu bn cho ngi khc qu sm (trc c cuc gp mt trong 5 pht m bn ngh), ng chp nhn n. Hy ni rng ti trn trng thin mun gii thiu ca ng, nhng l do m ti mun gp ring ng bi v cuc gp mt ny s tc ng ht sc quan trng n cng vic kinh doanh ca ng. Ti mun ng dnh cho ti nm pht ti gii thiu vi ng nhng im mu cht v nhn c s phn hi t pha ng trc khi ti bt u ni chuyn vi bt k ngi no khc trong cng ty ca ng. Ti bit thi gian ca ng rt qu gi. Nu ti lm ng mt qu nm pht, ng c vic ui c ti ra khi vn phng. 4. Hy lm cho cuc gp trong 5 pht tr thnh cuc gp hn t kt qu tt nht m bn tng c.
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- Hy vit ra nhng ngh ca bn. - Ghi ch tt c nhng vn m bn mun cp. - Vit tt c nhng cu hi v nhng cu tr li bn d on s ny sinh. - Chun b mu hoc mt th g minh ha. - Chun b nhng th c th xy dng s tin tng bc th hay nht ca bn, hoc mt s bn in n no . - Hy n sm. - Lun t ra sc so nh bn vn thng lm. - Hy t ra hiu bit a ra nhng cu tr li lm ni bt nhng li ch m sn phm em li cho ngi mua. - Hy tr nn ng nh - iu lm bn tr nn khc bit, iu lm bn tr nn ng nh chnh l iu s mang li cho bn hp ng bn hng. - Giao hng bn ch c duy nht mt c hi, ng nh mt n ch v khng th hon thnh vic giao hng. l s th v c tnh thch nht, ng thng nht m bn c th c trong ngh bn hng. B mt ca vic bn hng t trn xung l 5 - Hy tho vt - Hy sn sng (chun b) - Hy n lc khng ngng - Hy tr nn ng nh - Hy ng u vi n. l cch duy nht m rng bn hng. Hy tip cn n.

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D, Ngh thut hi hc- B mt ln nht Nu bn c th lm cho khch hng tim nng hoc khch hng ca bn ci, bn c th khin h mua hng ca bnbn c tin khng? Khi bn gi in cho hng v khch hng tim nng ca bn tr li khng , hy cm n h. Hy ni vi h rng bng vic ni khng, h ang gip bn tin gn thm mt bc ti cu tr li c. Hy ni vi h bn cm n cu tr li nhiu nh th no. Hy ni vi h rng bn thng phi nhn 5 cu tr li khng trc khi c c mt cu tr li c v bn vn cn thm ba cu tr li khng na. Hy hi h liu h c bit ai khc cng c th s a ra li t chi, bn c th tm c thm ba cu tr li khng na trc khi mt ai ni c. Hy ni vi h bn cn mi ngi ni khng, bi v iu ny s gip bn c c cu tr li c nhanh hn. Cch tip cn ny s lm cho h ht sc n tng. S hi hc. Bn s dng nh th no khi bn hng? S hi hc l mt trong nhng v kh giao tip quan trng nht cn phi nm bt trong qu trnh bn hng. Nu bn c th lm cho khch hng tim nng hoc khch hng ca bn ci, bn c th khin h mua hng. Khng ci g c th xy dng s hiu bit ln nhau nhanh hn s hi hc. N l mt c ch gn kt c th vt qua v h m nhng thnh kin. N y qu trnh bn hng n mc tht s ca n. N tit l s tht. Ti chng kin rt nhiu s tht c h m qua s hi hc. Nu bn lng nghe chm ch nhng li ni a ca mt khch hng tim nng, n thng s h l trit l, thnh kin v s thng minh (hoc thiu thng minh). Bn c th s dng v kh li hi ny nh th no bn c nhiu hng hn? Di y l mt s ch dn: - S dng s hi hc trong giai on lm quen ca vic thuyt trnh bn hng to ra mt bu khng kh vui v cho cuc gp mt. Bn cng lm cho khch hng ti m nng ca bn ci sm bao nhiu, cng tt by nhiu. Ci l mt hnh thc th hin s chp nhn. - ng tru chc ngi khc gy ci. Nu khch hng tim nng bit c ngi (bn s khng bao gi bit ht mi quan h ca mi ngi), hoc lin quan n ngi l nn nhn ca tr gy ci, bn s l k t nn. Nu mn ci ny c lp li, ti m bo rng t nhiu ni dung cng s b sai lch v s gy nn s m nh trong bn.

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- Hy t em mnh ra lm v d hoc nn nhn ca tr ci. N ni ln rng bn cng l con ngi v bn chp nhn vic . cng l mt hnh thc an ton ca s hi hc. - Mt s ngi khng chp nhn tr ci. S im lng khi kt thc mn pha tr tht l kinh khng. Hy chc rng tr ci ca bn s gy th v i vi ai trc khi bn k cu chuyn ci ca mnh. - ng s dng s hi hc mang tnh o c hoc to ra mt cu chuyn hi mang tnh rn dy tr khi bn l mt ngi o c. khng phi l mt ch dn, l mt nguyn tc. Ti b thch bi mt ngi bn, ngi ni rng k cho ai mt cu chuyn ci c tnh rn dy hm s chp nhn cho ngi khc k mt cu chuyn tng t nh vy. - Hy lng nghe trc khi bn k mt cu chuyn ci. Hy c gng xc nh kiu tnh cch v thi ca c nhn hoc nhng ngi m bn ang tip xc. Mt cu chuyn ci khng thch hp s git cht bn nhanh chgn cgn ging nh mt cu chuyn thch hp lm cho bn sng mi trong lng khch hng. - Hy c gng s dng kinh nghim bn thn hn l nhng loi chuyn ci c ph bin. Mt iu hi hc no xy ra vn phng ca bn, vi l tr ca bn, hoc khi bn cn l mt cu b s hiu qu hn cu chuyn bt u hai chng trai ang xung ph. - Nu bn k mt cu chuyn ci m khch hng c a bn c nghe, n thng c tc dng tiu cc nu bn bt h nghe li. l l do ch yu cho vic s dng nhng cu chuyn hi hc mang tnh c nhn khch hng chc chn cha nghe n bao gi. - Thi im. Thi im. Thi im. Nhng cu chuyn hi hc c lng vo mt cch hp l s lm cho khch hng tim nng hoc m ng ngi nghe ng h bn. Nhng hy cnh gic s khng bao gi c thi im thch hp cho nhng cu chuyn ha mang tnh chnh tr hoc tn gio k cho mt ai m bn khng quen bit. ng s dng s hi hc khi iu khng thch hp. - Hy su tm nhng cu chuyn ci. Hy vit ra tt c nhng s vic hoc s kin hi hc bn c th ghi nh trong nhng tnh hung bn hng hoc ni chuyn. - C nhng khuynh hng hi hc. Phi mnh v phi yu c xu hng k nhng cu chuyn hi hc v nhau. Nhng nhm tn gio cng c khuynh hng to ra nhng cu chuyn hi hc v nhau. Con ngi nhng bang bin gii thng c suy ngh sai
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v nhng con ngi ni khc trong nhng cu chuyn ci. Bc Carolina, nhng cu chuyn hi hc thng ni v nhng ngi nng dn n t Kentucky. V tt nhin nu bn n t New York tt c nhng ngi con li trn th gii u l nng dn. - Nhng cu chuyn ci gy sc c th nguy him. Chng s mang li nhng phin phc cho bn nu bn k chng vi nhng ngi khng thch hp. Hy bit gii hn ca nhng ngi nghe trc khi bn ni. - Hy bin nhng cu hi thnh nhng c hi bng s hi hc. Bn gi in trong 30 giy v ngh c mt cuc hn gp vo cui cuc gi. Khch hng ca bn hi, iu ny s phi tn bao nhiu? Bn ni, , ti khng i tr tin cho mt cuc gi cho hng. - ng lm cho nhng cuc gi cho hng tr nn ng s; hy lm cho chng tr nn th v. Rt nhiu ngi bn hng u cm thy s v khng thch th khi h phi gi in cho hng. Mt ngi bn hng k cu chuyn rng anh y c mt ni s hi b c tuyt khi gi in cho hng. Nhng thm ha ca anh y ch duy nht do anh y gi in cho hng theo mt cch ni chuyn c sn. Hy p dng nhng cu chuyn hi hc thc t vo nhng tnh hung bn hng thc t.

II, Ngh thut gii thiu


1, Ngh thut gii thiu
A, Bi qung co c nhn 30 giy bn truyn ti n nh th no Bn c th truyn ti? Bn va hon thnh bi qung co v c nhn v gi l thi im bn truyn t n. Hy ngh n vic qung co c nhn ca bn nh l mt cu th bng v tr tin v. Bn mun thc hin mt ng chuyn chun xc, nhng cc cu th tin o thng khng ging nhau. c th chuyn bng mt cch chnh xc v to ra nhng c hi n bn r rng nht, bn phi bit cu th tin o l ngi chi bng kiu g, thun chn no. Bn phi bit nhng im mnh v im yu ca anh ta (x l bng bng u hay bng chn tt hn). Tt c cc i bng u lu tr nhng thng tin v tt c nhng cu th chi bng chuyn nghip. H bit nn chuyn bng cho anh ta nh th no v cc cu th khc nn h tr ra sao trong trng hp anh ta c mt pha bng c th ghi bn. iu ny rt ging
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vi vic bn hng. Bn khng th thuyt phc khch hng tim nng ca bn mt cch c hiu qu nu bn khng bit nhu cu ca h. Bn phi bit tip cn nh th no i vi tng khch hng. Tt c nhng g bn phi lm l a ra nhng cu hi cho khch hng tim nng. H s cm thy phn khch v ni cho bn bit tt c nhng thng tin v h. Mc ch ca bn l a ra trong vng 15 ti 30 giy nhng thng tin lm r bn l ai, bn lm g, bn c th gip ngi khch nh th no, v ti sao khch hng tim nng ca bn nn hnh ng ngay by gi. B, 10 nguyn tc trnh by bi gii thiu c nhn 1. Ngn gn. Nhng bnh lun ca bn (ngoi phn cu hi) khng nn ko di qu t 30 n 60 giy. 2. i thng vo vn . Hy ni nhng iu g vi khch hng tim nng mt cch sng to v din t chnh xc nhng iu bn lm p ng nhu cu ca h. 3. ng nh. Ni, a ra hoc lm nhng iu s ng li trong tm tr khch hng (theo chiu hng tch cc v sng to).. 4. Hy sn sng. Chun b y thng tin lp i lp li, luyn tp v chnh sa. 5. Hy chun b nhng cu hi v cu ni xc ng. Hy chun b trc mt lot nhng cu hi v cu ni ri tp i tp li nhiu ln. 6. Thu lm nhng thng tin bn cn bng cch thm d trc. Hy hi nhng cu hi thch hp v lin tip lm bt ra c nhng thng tin, to ra s thch th, nm c nhu cu ca khch hng v cho php bn a ra nhng thng tin mt cch c ngha nht. Hy hi nhng cu hi thch ng nht truyn t khi n thi im thch hp. Trc khi bn th hin nng lc gii quyt vn ca bn, hy tm hiu v ngi khc nhng thng tin bn a ra c sc nh hng ln. 7. Hy chng t cch bn gii quyt vn . Khch hng s cm thy mt mi khi nghe bn ni v nhng iu m bn lm, tr khi bn ni vi h theo cch m h cm thy hu ch. Khch hng s chng quan tm bn lm g, tr khi nhng g bn lm c tc ng n h. 8. Hy lm cho khch hng cam kt thc hin hnh ng tip theo. ng mt khch hng trin vng b i m khng c mt s cam kt no v nhng hnh ng tip theo.
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9. Hy cm thy thoi mi. ng gng p hoc b cng thng khch hng s nhn thy iu ny bn. 10. Thi im kt thc. Khi bn kt thc truyn t thng ip, hy to ra mi lin h v m bo cuc gp mt ln sau hoc hnh ng k tip hy tip tc. iu quan trng: ng ni bt k t no khng c trong bi gii thiu ca bn. Hy chnh xc ht mc c th. Hy sng to. Nu bi ni ko di, s khng ai lng nghe hoc b thuyt phc hnh ng. Hy to ra mt thng ip v nhu cu ca khch hng (bn, ca bn), ch khng phi v bn (ti,ca ti). Hy c o. Nhng thng ip bun t s b qun ngay tc th. Ni, hnh ng, hoc a ra iu g ng nh. Hy hi nhng cu hi m, v gi ra suy ngh. Bi gii thiu ca bn c th c s dng di nhiu hnh thc ti mt s kin trong mng li bn hng, trong cuc hp mt ca hip hi kinh doanh hay thng mi, trin lm hng ha, bui hp ph huynh, hoc trong mt bui l ti nh th. Hy sn sng. Khi bn gp mt khch hng tim nng hoc mt khch hng tim nng tm n bn, bn sn sng cha? Hy trc nghim bn thn bn: Bn mun h c n tng u tin nh th no? Bn to ra n bng cch no? Bn c th nh gi v h nhanh nh th no? Bn s a ra nhng cu hi no nh gi khch hng tim nng ca bn v lm cho h thch th vi nhng g bn lm? Bn c mt danh sch nhng li pht biu n tng? Chng c c lp i lp li? Hy gii thiu tn v cng ty bn Hy bt tay tht cht Hy sng to khi gii thiu bn lm g. Hy hi mt cu hi m thch ng. Hy cho ngi khch ni cho n khi bn c c tng chc chn v khch hng c th s dng dch v hoc sn ph m ca bn nh th no. ng ni qu vi vng. Hy i cho n khi bn chc chn c nhng thng tin hnh ng. Nhng cu hi hp l khc tm hiu nhu cu:
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Bn thu thp nhng thng tin ch dn bn hng nh th no? Nhng thng tin ch dn mi c quan trng i vi bn? Bn c c bao nhiu ch dn mi mi tun? C, C c s gii thiu? y l cch tip cn hon ho nht Khi bn nhn c mt li gii thiu hy qu trng n nh vng. Mt li gii thiu ca bn th ba c gi bng hng trm ln thuyt trnh, nu bn bit bn ang lm g. Bn c mt li gii thiu, l phn thng ng thm mun nht trong bn hng bn cnh hp ng bn hng. Bn tip cn ngi nh th no? Bn tn dng ti a quyn lc bn hng ca s gii thiu ny nh th no? Di y l 8 nguyn tc gip bn m bo thnh cng. Nguyn tc 1: Hy t t. Thi gian l tt c. Tuy nhin, ng t ra qu st rut k c hp ng (tin). S chun b chu o (to ra mt s gi tr trc tin) s ra quan h lu di (nhiu tin hn) thay v mt ln bn hng. Nguyn tc 2: Sp xp mt cuc gp mt ba bn. Giai on gp mt/giao tip ln u tin ng vai tr quyt nh. Tt c ba ngi (bn, ngi gii thiu, v ngi c gii thiu) cng nhau to ra mt s khi u hon ho. Di y l mt vi phng php hu hiu cho ln gp mt u tin vi ngi gii thiu v khch hng nhm to ra thin cm (v hiu qu): Sp xp mt ba n cng nhau (ba sng, tra thng thch hp hn i vi cng vic kinh doanh; cn ba ti th thoi mi v thn mt hn). Sp xp gp mt ti mt s kin bn hng. Sp xp gp mt ti mt s kin mang tnh x hi (nh ht, mt trn u bng ). Gii thiu c nhn. Nu nhng phng php trn khng hu hiu hoc kh thi, hy th nhng phng php sau: Thu xp mt cuc gi n ngi gii thiu t khch hng ca bn ni rng bn ang ch my. Chun b mt bc th gii thiu.
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Hy ghi nh: Nhng phng php trn mang li cho bn c hi tt nht thnh cng. Mt bn th ba ht lng khen ngi bn trc mt ngi c gii thiu l c mt bc tin khng l dn n vic bn c hng. S gii thiu ca bn th ba c sc thuyt phc hn hng trm ln thuyt trnh cho hng. Nguyn tc 3: Bn khng cn c gng bn c hng trong ln gp u tin. Thc t l bn cng t c nh bn hng, bn cng tr nn ng tin. Bn ch phi xy dng s hiu bit ln nhau, mt cht tin tng, v (Nguyn tc th 4) sp xp ln gp mt th hai, ln gp c nhn ni m bn c th i thng vo vn bn hng. Nguyn tc 4: ng a ra qu nhiu thng tin qua th in t. Th in t cng ging nh in thoi, khng phi l ni thc hin vic bn hng. Chng ch l cng c bn hng. Ch gi thng tin thng bo v to ra s thch th. Nguyn tc 5: hy vit mt bc th c nhn ngn n ngi c gii thiu. Ngn gn nhng hiu qu. ng lm bc th tr nn y m vi nhng li cm n i cm n li. Ch cn ni vi h rng s quen bit qu l mt vic tt lnh v bn mong i ln gp mt k tip. Nguyn tc 6: Hy vit cho khch hng ca bn mt bc th cm n. Bn nn gi km theo mt mn qu nu s gii thiu ca h ha hn mt hp ng bn hng bo b (mt dp c bit qung co mt vt lu nim nho nh c in logo ca cng ty bn, hoc hai tm v xem phim). Nhng li cm n v mn qu ca bn s khch l khch hng ca bn c thm nhng s gii thiu mi. Nguyn tc 7: Han thnh vic giao hng! Tht bi trong vic theo di n hng nh tha thun khin cho bn v khch hng ca bn mt uy tn i vi khch hng tim nng c gii thiu. Tht bi trong vic giao hng cng lm mt i c hi c c nhng ln gii thiu khc. y l nguyn t c quan trng nht; N l nn tng xy dng danh ting cho bn. Bn c danh ting g trong vic giao hng? Mt lu cui cng: phng php t c yu thch nht v cng km hiu qu nht tn dng s gii thiu, nhng phng php ny dng nh vn c p dng ph bin, l mt cuc gi in cho hng nht nho (hoc mt bc th) ti mt ngi, i ch, v s in thoi c gii thiu n bn qua khch hng hoc mt ngi bn. l cch lng ph mt s gii thiu. Xin hy sng to ln. Hay xlm cho s gii thiu tr nn c ngha v to ra mi lin h c nhn. Hy thu thp mt s thng tin v ngi c gii thiu v cng ty h trc khi lin h ln u tin. ng ri vo ci by ca
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nhng cuc in thoi, bc th v ni rng, ti c bit tn ng qua Bn s tht bi thm hi. Thay vo , hy ni rng Xin cho, tn ti l Minh, ti lm vic ti Tp on bu chnh vin thng Vit Nam. Hin nay ti ang hp tc vi (k tn mt vi khch hng gii thiu), v anh y cho rng ti c th lm vic vi ng nh tng gip anh y. Ti ch mun c t gii thiu v xin a ch ca ng gi ng mt vi thng tin m ti ngh rng s c ch cho ng. Hy ni mt iu g tht sng to xy dng s hiu bit ln nhau trn c s nhng thng tin m bn c cung cp bi khch hng ca bn. Hy c gng lm cho ngi c gii thiu ti ci. Sau ni rng, Ti s gi li trong mt vi ngy ti, v c th chng ta s ni chuyn vo ba tra. Cm n ng dnh thi gian cho ti. ng qu di dng. Bn s khng bn hng qua in thoi. Hy ni to ra s thch th v sp xp mt cuc gp mt mang tnh cht cng vic. Ngi c gii thiu l khch hng tim nng d chinh phc nht. Hy hi ngi ght bn hng (k ton, kin trc s, lut s) h s ni vi bn rng 100% khch hng mi h c c u thng qua gii thiu. l v h khng c kh nng bn hng qua in thoi v da vo phng php bn hng qua s quen bit.

2, Ngh thut cho hng qua in thoi


A, M u cng quan trng nh kt thc Cu ni u tin ca bn s ngay lp tc to ra n tng tt hoc xu. N quyt nh nhp cho vic bn hng. Trong mt cuc gi bn hng, s chuyn nghip ca bn l iu u tin m mt khch hng lu . Sau l tc ng ca cu u tin. Cch truyn t, s thnh tht, v sng to quyt nh phn cn li ca bui ni chuyn. N cng quyt nh cch lng nghe ca khch hng tim nng i vi vic trnh by ca bn. Nu bn thu ht c s ch v tn trng, bn c th thnh cng qua cuc ni chuyn. Nu khng, bn s c th ra v m khng t c bt c iu g. Nu bn ni chuyn qua in thoi, cu m u thm ch cn quan trng hn. Ngn ng l tt c nhng g bn c. Bn khng th ni Ch nhn em mc b ny c p khng. Ngn ng l iu quyt nh.

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Tht s v cng cn thit hiu rng nu mt khch hng tim nng khng quen bit bn, th iu duy nht h ngh ti l bn mun g? Bn i thng vo vn cng nhanh bao nhiu, cng tt by nhiu. C nhng cu ni mu mc bn c th s dng khng? Chc chn l c. Bn c nn s dng chng? Tt nhin l nn, nhngch khi no bn nm tht vng nhng cu ni . khng phi l nhng g bn ni, l cch bn vn dng chng vo hon cnh ca bn. M u cng quan trng nh kt thc. Nu bn khng th vt qua c ngi gc cng, bn s chng bao gi tip tc c gng c c phn thng. Nu bn khng th gy n tng i vi khch hng tim nng, bn s khng th c c hp ng. V nu bn khng c cm nhn nh mt ngi chuyn nghip v thng tho, chng my chc iu ny s c th hin r trong doanh s ca bn. Nhng cu ni m u trong mt cuc gp mt cho hng: 1. ng c th gip ti c khng? Cho n nay, y vn l cch m u cu chuyn hiu qu nht. Hu ht mi ngi u thch gip ngi khc v khng cm thy phi phng nga i vi mt nhn vin bn hng. Hy nh rng mc ch l lm cho khch hng lng nghe bn. Cu hi trn gn nh yu cu ngi khc phi ch . Nhng cu ni khc cng mang li hiu qu nh 2. Ti mun gi (gi qua th in t) ti qu cng ty mt cun sch gii thi u v (loi sn phm hoc dch v). Ti c th gi n cho ai? y c xem nh mt s thm d gin tip v lm cho ngi gc cng cm thy thoi mi. Tt c nhng g bn ngh l mt ci tn v li mt th g . 3. Ti mun gi mt s thng tin cho ngi ra quyt nh v (loi sn ph m hoc dch v). Ngi l ai vy? Cu ny c mt cht t i, nhng dng nh n li thc s c hiu qu hn. Cho hng (qua in thoi) C 8 nguyn tc phi tun theo. Lun lun phi tun theo. 1. Ci khi bn ni. 2. Thng bo tn ca bn v cng ty bn lm vic.
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3. Nhanh chng i thng vo vn (ni r mc ch ca bn trong hai cu u tin). 4. Ni ngn gn v d nghe. 5. C gng to ra mt cht hi hc. 6. Yu cu h gip hoc c gip h. 7. Hy ni rng bn c thng tin quan trng. 8. ngh mua hng. Mua hng y c th ch l mt cuc hn gp. Nhng bt k mc tiu ca bn l g khi bn nhc in thoi lnhy bm ui mc tiu bn hng cho n khi bn t c iu ny. Trong mt thi gian, chng ti vn thng ni: Xin cho, tn ti l Minh, ti lm vic cho cng ty Dch v Marketing, chc anh khng bit ti chui u ra u, sau a ra li ngh. Bng cch , chng ti c th hiu c tnh hnh thng qua nhng phn ng (ci hoc khng ci) ca ngi m ti ang tip xc. Trnh nhng cu ni y v kinh doanh nh Tri hm nay p nh? hoc Hm nay anh th no? hoc bt k s din t di dng no v bn v cng ty bn trc khi i thng vo vn . Cuc gi k tip Nhng nguyn tc nu trn vn c p dng v chn tip t nhng cu sau: 1. Ti c cu tr li cho thc mc ca ng. 2. Ti c mt vi thng tin quan trng c th s c nh hng n hot ng kinh doanh ca ng. Hu ht nhng ngi bn hng u mc phi mt sai lm cht ngi khi hi ng nhn c nhng thng tin ti gi cha? Nu khch hng tim nng ni khng, bn s ni g tip theo by gi? Tt c nhng g bn c th lm l trnh by mt cch vng v v vic bn gi nhng thng tin nh th no cch y 3 ngy, v bn khng hiu ti sao li xy ra chuyn ny, nhng cu ni thng khng hp l v mang tnh cht bin h, nh vy bn ph hng tt c nhng c hi c c mt cuc gi hiu qu. Hy th cu ny: Ti gi cho ng gii thch mt cht v nhng thng tin ti gi ng hm trc. N cha hon ton y v ti mun c c hi gp ng tho lun trc tip khong 5 n 10 pht
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Nu bn mun gt hi nhng li ch t vic c nhng cu ni mu ngay hm nay, hy lp mt bng nhng cu ni m u m bn s dng trong hot ng kinh doanh, sa i , phn tch mt cch k cng, v so snh vi nhng cu m u ca ng nghip. Hy p dng nhng cu m u chnh sa vo hm sau. Bn s ngc nhin trc kt qu t c.

B, Cho hng tht th v Nu bn ngh vy Nu bn s dng s hi hc v kt qu l nhn c mt ci nhn v cm, bn tht bi Nhng d sao i chng na th cho hng cng l mt tr may rivy th ti sao li khng hi hc? Cho hng qua in thoi l mt l do m nhi u ngi t b ngh bn hng. Nhng ngi bn hng chuyn nghip c thu nhp cao s ni vi bn rng nhng lp o to v cho hng qua in thoi l c s cho nhng thnh cng ca h. Bn nghi ng iu ny? Hy hi h. Di y l mt k hoch tm im thnh cng khi gi in cho hng. 1. Hy chun b tht k cng. Nm c nhng mc tiu quan trng nht (ln k hoch trc). Xc nh mc ch (mc tiu chung) Bit c mc tiu c th ca bn (thu xp mt cuc gp mt, bit tn). Ghi nh kch bn ca cuc ni chuyn (nhng cu ni, nhng cu ni trng yu, nhng cu hi trng yu). 2. ng xin li v bt k iu g, ng xin li v php lch s. Khi bn n gp mt, hy i thng vo vn . ng ni Xin li c php ngt li ng. Hy i thng vo vn bn nh ni 3. Cch bn truyn ti cu ni u tin ca bn s quyt nh thnh cng ca bn. Sc nh hng ca cu ni u tin s quyt nh s thnh cng hoc tht bi. 4. ng ti nhng s min cng hoc nhng vn gy e ngi. S min cng trong cho hng qua i n thoi c biu hin qua nhng cu ni, Ti khng bit lm cch no hoc Ti khng th nh trc c hoc ti khng thch b mi ngi phn i. Hy xy dng bi ni ca mnh, hy c nhng
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cun sch vit v nhng iu tch cc, hy ngng xem cc bn tin, v hy tin rng bn c th thnh cng. 5. Khng phi tt c nhng ngi bn gi s mua hng ca bn. Hy chun b tip nhn s t chi. Mi ngi khng phn i bn thn bn, h ch ang t chi mn hng m bn cho n h. Hiu theo cch ny bn s cm thy nh nhng hn. 6. Hy rt ra bi hc t nhng ngi t chi bn. Tm hiu iu g khin cho h t chi hoc cm thy khng c hng th. 7. Luyn tp, luyn tp v luyn tp.Tr khi bn lm ch c cch ni chuyn, nu khng cu chuyn s l ra v gi to. Khng iu g ti t hn vic mt ngi bn hng ni chuyn y nh mt ngi bn hng. 8. Hy tht vui v! Bn c tr tin hc v bn hng trong sut cuc i. N khng phi l bnh ung th no; l mt cuc gi cho hng. Hy bin n thnh mt khong thi gian th v. Hy lm cho ai ci. Ghi nh: Nu bn ni Ti ght gi in cho hng th ch l cu ni khi bn trong trng thi t ti v bn thn, c th d dng vt qua bng mt lot nhng cuc gi cho hng thnh cng, nhng hp ng bn hng, v hoa hng. Di y l cng thc c th vn dng cho tng hon cnh c nhn gip bn thnh cng khi gi in cho hng: Hy vch ra nhng im yu v s s hi khi gi in cho hng. Lit k chng mt cch chi tit. Vch ra k hoch hnh ng khc phc v loi b tng im yu mt. Khc phc mi im yu trong khong 30 ngy. T thch thc bn thn phi t c thnh cng mi ngy. T b thi quen phn nn khng ai mua hng t mt k hay phn nn c. Ba phn quan trng nht trong gi in cho hng l nhng cu m u, nhng cu hi trng yu v nhng li tuyn b trng yu. Chng cho php bn thu thp c nhng thng tin cn thit nh gi, xc nh c nhu cu tht s ca khch hng; v bn hng. Di y l mt vi v d v nhng cu m u:
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Yu ui v khng hiu qu: 1. Anh c th dnh cho ti vi pht khng? 2. Khng bit anh c cm thy hng th v 3. C ng ch khng? 4. Ti c mt tng c th gip anh tit kim tin. Mnh m v hiu qu: 1. Ti cn s gip ca anh. 2. Ti bit anh thc s l ngi iu hnh, nhng ti c th ni chuyn vi ngi trc tip thc hin vic ny khng? 3. Ti cn vay 50 triu. Khng bit anh c th gip ti khng? 4. Ti ang vn phng vi, v c y ngh rng ti c th gip c ng nh ti gip cng ty c y. 5. Sp ti bo nu ti khng bn c hng th ti s b tng c, vy nu anh khng c nh mua hng th chc l anh ang cn tuyn ngi. V vic s dng s hi hc Nu bn s dng s hi hc, v nhn li c anh nhn v cm, bn tht bi nhng d sao i na gi in cho hng cng l mt tr may riti sao bn li khng hi hc? S phn ng (ci hay khng ci) s ni cho bn bit chnh xc tnh hnh ang din ra nh th no. Ci hm n s ng mt s chp thun ngm. Ti sao li khng s dng n? Nhng cu hi trng yu Mt cu hi lm cho khch hng bit rng bn hiu hot ng kinh doanh ca h. Cu hi lm cho khch hng tr li mt cch h l dn nhng thng tin dn n nhng nh gi chnh xc, hn gp, v bn c hng.
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Mt cu hi m. ng ni Bn c? m hy ni Bn lm g?hoc Bn lm nh th no? hoc Bn lm khi no? Nhng cu ni trng yu Cu ni lm cho khch hng phi suy ngh Cu ni lm tng s tin cy ca khch hng Mt cu ni khng khun so (khng nhn chn) m ni r bn lm g v bn lm iu nh th no. Mt cu ni din t bn lm g theo cch c th tha mn nhu cu ca khch hng. Mt cu ni ng nh. Hai phn quan trng na l tha v s tp trung. Mt thi tch cc s tc ng n khch hng tim nng, v mt s tp trung ng mc cho php bn s dng nhng k nng thc y hnh ng. Liu c mt phn no quan trng nht trong gi in cho hng? C. chnh l ngh mua hng.

C, Nhng yu t lm cho mt cuc gi cho hng tr nn hiu qu Nhng khch hng tim nng b thc y mun trnh mt nhng g h c cng nh h phi mua nhng ci mi. Gi in cho hng l mt trong nhng phn kh nht ca hot ng bn hng. Mt cu ni ph bin v bn hng ni rng cnh ca kh m nht i vi mt ngi bn hng l cnh ca t. thnh cng trong cho hng qua in thoi bn phi xc nh nhng yu t, nhng hnh ng v cng thc to nn mt cuc gi thnh cng. Sau , cng nh nhng hot ng khoa hc khc, hy tri nghim (thc hnh) chng cho n khi bn tm ra mt phng php hiu qu. Nhng yu t c bn cu thnh nn mt cuc in thoi cho hng l: 1. a ra cu m u.
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2. Hi cu hi trng yu (gi suy ngh) to ra mt cuc i thoi y ngha. 3. a ra nhng cu ni trng yu (mang li li ch) xy dng s tin cy. 4. nh gi khch hng tim nng v nhu cu, mong mun, kh nng ra quyt nh, v tin (kh nng thanh tan). 5. Thu thp thng tin. 6. Nhn nhng g bn mn c to ra bc i tip theo trong chu trnh bn hng ca bn. 7. C c thi v s tp trung ng mc. Di y l mt vi yu t trong cho hng qua in thoi, nhng ch dn, v nhng k thut c chng minh l c hiu qu: Nhng cu ni ban u l quan trng. Hy a ra mt cu ni thng thn v chn tht. Hy xem bn l mt ph n c thn v c mt chng trai c thn n ch bn trong mt bui tic v ni Ti c bit c khng nh? hoc Em l to vt tuyt vi nht m anh tng thy. iu u tin hn bn ngh: y l mt thng ngc. Mnh mun bin khi y. Vic ny cng nh trong cho hng vy. Cu ni u tin s quyt nh liu bn c th tip tc c khng. Nhng n tng ban u cng quan trng. Dng v ca bn v n tng bn to ra trong 30 giy u tin thng (khng phi lun lun) quyt nh tng lai ca bn. Sau khi bn ni cu u tin, hy lm cho khch hng tim nng phi suy ngh. Cu hi ca bn (cu hi trng yu) l cc k thit yu to dng s tin tng. Hi nhng cu hi th hin s hiu bit ca bn, nhng cu hi hm n nhng im yu trong hot ng ca khch hng, v lm h l nhng thng tin cn thit. Hy a ra nhng cu ni c tnh cht miu t mt cch sng to, hm n nhng li ch m khch hng c th c, v xy dng s tin cy. Hy nhanh chng i thng vo vn . Khch hng thng bn rn v s khng khch so vi bn nu bn c trnh by vn lng vng. Nu bn c hi v gi, hy ni ngay cho h bit. Hy ni v gi theo mt cch sng to nht m bn c th, nhng phi nu ra c mc gi. Hy xc nh nhng g m khch hng mun qua
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+ Hiu nhng vn pht sinh trong hot ng ca h. + nh vo tnh hm li. + Gi cho h s lo lng. + Lm tha mn lng t cao ca h. + Xc nh nhng th khch hng ca h cn. + Tm kim nhng nt m ca cu chuyn sau th hy m n ra. H s phn i li. Khng h g. Bn thng phi c gng cho hng 7 ln, 7 ln c gng bin mt khch hng tim nng thnh khch hng thng xuyn ca bn. Nu bn t b sau mt hoc hai ln c gng, v lm n s n tay ngi k tip, ngi c gng hn bn. H s mua gii quyt mt vn kinh doanh hoc tha mn mt nhu cu. Nhng cu ni v cu hi phi c a ra theo hng nh vy. Hy nhn mnh nhng li ch (nhng g m sn phm hoc dch v ca bn mang li), khng phi nhng c im (sn phm hoc dch v ca bn hot ng ra sao). Hy tp trung vo nhng ci m h thu c li nhun, gi, danh ting. Hy chng minh cho h thy h s trnh c nhng tht bi, mt mt, hoc nhng ch trch. Tht bi trong vic a ra nhng li ch tha mn nhu cu ca khch hng s ngn cn vic bn c hng. Tp trung vo ngn chn nhng tc ng tiu cc. Hy thuyt phc khch hng chia s nhng thu khng lm h hi lng. Thc y h th hin s bt mn vi tnh hnh hin ti ca h. Hy ch cho h thy cch h bo v li ch, loi b lo lng, vt qua s hi, v trnh c tai ha b khch hng phn nn. Nhng khch hng tim nng b thc y mun trnh mt nhng g h c cng nh h phi mua nhng ci mi. Xy dng s tin tng ni khch hng. Hy s dng tt c nhng v kh c trong kho v kh bn hng ca bn. Hy a ra nhng bng chng, li gii thiu t ngi khc v nhng tnh hung tng t bt k khi no c th. Thi , s hi hc, v hnh ng (kin tr) s gip bn chin thng s s hi v phn i. S s hi tht bi s khng tn ti nu bn tin rng n khng tn ti. Bn s b khch hng tim nng t chi li cho hng mt vn ln! Edison, Lincoln l nhng ngi tng tht bi mt cch kh hiu hng nghn
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ln. H s nh th no nu khng c mt nim tin chin thng? (V s nh th no nu h khng c nhng thnh cng?) Bn ch tht bi khi bn t b! t ra mc tiu ca chnh bn cho nhng thnh cng. Bao nhiu cuc gi mt ngy, bao nhiu ln hn gp mt ngy. Bn hng l tr ch i ca nhng con s, nhng bn ch thnh cng nu bn c s chun b. Bn phi lm vic vi nhng con s ca mnh mt cch tn tm lm cho chng tr thnh s tht. Hy thc gic bn thn bn chin thng. Nu bn gi ien cho hng n nhng khch hng tim nng ng mc, bn s c nhng cuc hn gp (mc ch ca bn), v bn s bn c hng (mc tiu). Hy hnh dung khi s thnh cng n. Nhn thy s tin. Tin tng l bc u tin a n thnh cng. Bn s d dng thc hin nhng g bn nhn thy. Hy hnh dung v nhng thnh cng s gip bn loi b s s hi v nhng iu khng bit. Hy to ra nhng hnh nh thnh cng trong cu chu yn ca bn vi khch hng tim nng. Hy nhn c nhng g bn mun mi khi bn bc qua cnh ca. Hy xc nh mc ch ca bn l g cho ln cho hng . Hy kt thc vic bn hng trong ln tip cn khch hng mc tiu k tip. Ni lo lng ln nht khng phi l thc hin vic cho hng, m l vic yu cu mua hng. Hy tp trung vo vic yu cu v thc y vic mua hng cho ti khi bn c c n. Di y l mt s li yu cu c th mang li hiu qu. + iu g s c li hn cho anh? + Ti nn vi ai? + Nu ti Bn s? + Khi no ti c th? Gi y bn c trang b thng tin v cho hng c th thu phc mt khch hng tim nng. Xin ng bit ri y, m hy thc hnh ngay khi c th! K nng tt nht ti c th a ra trong cho hng: l mt trn u ln Hy vui v v chin u chin thng.

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III, Ngh thut gy ngc nhin cho khch hng


1, Ngh thut gy n tng
Yu t gy n tng lm cho bn khch bit hon ton vi nhng ngi bn hng khc. S dng ngh thut gy n tng s bin khch hng tim nng tr thnh khch hng ca bn. A, Yu t gy n tng. S dng n ginh c hp ng ln Gy n tng lm kh nng ca bn tr nn khc bit vi nhng ngi khc. Yu t gy n tng v kh nng kt thc bn hng c rt nhiu im chung. Nu bn khng lm h c n tng, bn s c th khng bn c g cho h. Nn tng l s chun b. y l v d v s chun b ca mt tc gi cho vic gii thiu sch ca ng vi nh xut bn: c mt s chun b gy n tng trit mu thit k ban u ca ba cun sch v ma kt chun b 15 trang ngh bao gm mt s bc th gii thiu t tn cho cun sch tht l, n tng ng k tn ca cun sch chun b mt cuc gii thiu a phng tin tng marketing to bo bao gm mt a vi tnh v ti ng c ch lp lnh vi kch c bng chic v lm cho n khc bit cc cun sch khc c by trn gi vit bi gii thiu cun sch v nhng cu tr li i vi tt c nhng phn i m ti ngh n s ny sinh chn trang phc m ng ta ngh rng s thch hp nht chn 10 cng ty xut bn v lin h vi bn cng ty xut bn trc khi n hn gp chc chn vi cng ty xut bn m ng ta mun cng tc nht

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gi in cho ch bin ca nh xut bn tim nng nht: vn dng cc k nng gy n tng, hi hc, cho hng qua in thoi c mt cuc hn gp trong 5 pht gi ti liu chun b n trc khi gp mt Trc bui gp mt: Chun b bi thuyt trnh tht tt Cuc hn gp u tin: tc gi thuyt trnh trong 5 pht v cui cng ngi ch bin nh xut bn s dng n 45 pht hi v tm hiu cc vn v cun sch gi v vic c gp gim c xut bn sm hn vi nhng gi m kho lo t ra mt gi hn ph hp v hi li s ng ca ch bin cui cng tc gi c cuc hn vo ngy hm sau Cuc gp mt ln th hai: hy xem tc gi lm g n sm hn thi gian hn 10 pht chun b cho bi thuyt trnh thuyt phc gim c xut bn ti sao sch s bn chy ni thm v nhng tng phn phi m tc gi ngh n ni vi gim c sn xut l tc gi sn lng cng tc trong nhng cuc in thoi cho hng nht nh V gim c xut bn y hon ton b thuyt phc l c th bn cun sch v ngy hm sau tc gi k kt c hp ng xut bn vi cng ty xut bn Yu t gy n tng c th c s dng bi bt c ai. Vn ch hu ht nhng ngi bn hng s khng hy sinh ln to ra n. B, Bn c ang s dng yu t gy n tng? Mt trong nhng kha cnh quan trng nht trong bn hng l to ra s khc bit. Th no l gy n tng?... gy n tng l bn hng!
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Gy n tng phn bit k yu v k mnh. Gy n tng phn bit gia trung thc v khng trung thc. Gy n tng phn bit nhng ngi ng h v nhng ngi chng i. Gy n tng phn bit gia nhng cu tr li c vi nhng cu tr li khng. Gy n tng l thc o chnh xc kh nng bn hng v cch bn s dng n. Bn c gy n tng? Gy n tng c phi l mt yu t trong qu trnh bn hng ca bn? Bn gy n tng vi khch hng nh th no? Bn c th o lng mc n tng trong nhng n lc bn hng ca bn bng cch xem xt 10 kha cnh to nn n tng sau: 1. Hon ton kin tr tip cn khch hng tim nng, cho khch hng tim nng c thng tin v bn, bn c thng tin v khch hng. 2. Hon ton hiu bit v khch hng S hiu bit ca bn v khch hng tim nng v cng vic kinh doanh ca h ng vai tr quyt nh i vi vic bn c hng. 3. Lun lun sn sng Hy c mt bi thuyt tnh hon ho m bn tp i tp li. Hy vit ra ngh ca bn v nhng iu bn mun t c hoc bn c. Chun b nhng cng c v ti liu h tr. Suy ngh v nhng phn i m bn c th gp phi, nhng quy tc, kim tra v nhng cch tr li c luyn tp trc cho nhng phn ng . 4. n sm 10 pht Tt nht l bn hy n sm mt cht. n mun thng s gy nn s phn cm v l thm ha cho bn. Hy ch mang theo nhng th cn thit (nhng th ch cn cho bui thuyt trnh). 5. Hy t ra chuyn nghip Trang phc thch hp, ph trang ng mt; ti xch, danh thip. Hy chun b mi th tm tt, gn gng v lch s. 6. Nhanh chng i thng vo vn , sau a ra nhng cu hi, lng nghe v tip tc hi i thng vo vn . a ra vn chnh trong vng 5 pht hoc t hn. Vit ra nhng suy ngh ca bn khi khch hng tim nng ang ni. ng ngt li h.

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7. Tr nn hon ton khc bit so vi i th cnh tranh hoc bt k mt ai khc Hy sng to, c tng mi; hy chun b bn hng (nhng mu thit k c to trc, b tr c bn, mu); chun b bi thuyt trnh n tng qua my vi tnh; chun b biu so snh nhng yu t ch yu nh bi i th. Hy lm nhng iu mt cch chuyn nghip m khng ai khc lm. 8. T tin vi nhng iu bn ni v cch bn thc hin xy dng s hiu bit ln nhau ban u v tip tc xy dng n thng qua thuyt trnh. Hy s dng s hi hc. Nu bn thc hin li ni v hnh ng nh vy l hp ng c k kt. Hy s dng tt c nhng c ch, iu b - nh li nhng lc m bn nhc nh v vic c x th no cho vn minh, lch s v lm theo li dn ca m. ng nhm ln gia s t tin v tnh t ph. Mt ci s mang li thnh cng; cn ci kia s em n tht bi. 9. ng ngi s dng nhng k thut bn hng nhng ng s dng chng mt cch n gin. Hy tm kim s rng buc, chp thun v cam kt trong sut hnh trnh. ng ri i m khng bit v th ca mnh nh th no. ng ri i khi cha xc nh c hnh ng tip theo, thi hn, v/hoc cuc hn gp. 10. Hy gy n tng vi chnh bn than bn bn phi c thi tch cc, nhit tnh, tp trung, lch s, v y thuyt phc. Bn phi ni bt tr nn ng nh. Di y l 15 tnh cch/t ng c trng cho mt ngi bn hng n tng hy s dng n v t chm im cho mnh

Yu t n tng 1. Kin tr (n lc khng ngng) 2. Sn sng 3. Tt nht 4. Khc bit mt cch sng to 5. Hi hc 6. Trung thc 7. Thc t (thnh tht)

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8. Thuyt phc 9. Nhanh chng v i thng vo vn 10. Kho lo 11. Hiu bit 12. Dng cm 13. ng nh 14. V mc tiu di hn 15. C kh nng lm ngi khc ng

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Cng li s im m bn c v t nh gi: 70-75 = n tng 60-69 = Tt 50-59= Bnh thng 15-49 = Ti t t c mc n tng c ngha l phi ch ra c nhng im yu trong 15 tnh cch trn, vch ra k hoch thay i tng tnh cch mt, pht trin tnh t gic thc hin k hoch, thc hnh v thay i nu cn. Bn c th thnh cng nu bn thc s mun nh vy. Bn c n tng? Hy hi chnh bn Bn c mua hng nu bn l ngi mua? Bn c lm nhng iu cn thit bm cht n v thc hin n cho n khi thnh cng? Liu khch hng c b thuyt phc mua hng bi bi thuyt trnh ca bn? Liu khch hng c ni nhng iu tt lnh v bn khi h tr v nh hoc vn phng lm vic?
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Bn c 15 tnh cch gy n tng trn? C nhng thch v i hi s hy sinh to ra n tng trong qu trnh bn hng. Nu bn n lc kt hp mi th vi nhau, th bn phi to ra c n tng vi khch hng. Di y l nhng bc cui cng to ra n tng trong bi thuyt trnh ca bn. Hy nh rng tt c u mang tnh nh tnh: Hy tp trung vo mc tiu ca bn. Hy c m ca bn lun hin hu trong tm tr. Hy truyn nim am m vo bi thuyt trnh. ng bao gi ngi khc nhn thy s lo lng ca bn. Hy h cm nhn thy nim tin ca bn vo chnh bn than bn v sn phm ca bn. ng bao gi b cuc. Trong bn hng tt c u v mt t c. thng xuyn c c t c, hy to ra s n tng. C, C nh ti khng? Ti l mt ngi bn hng cng nh tt c nhng ngi bn hng khc. Khi bn ri khi mt cuc gp mt hoc mt s kin bn hng, liu c ai nh rng bn tng ? Hy tr nn ang nh bng cch to ra mt hnh nh sng ng trong tm tr ca khch hng m qua phn bit bn vi nhng ngi khc. Bn s lm g, lm nh th no. Bn s ni g v ni ra sao. Bn ng nh nh th no? Liu nhng khch hng ca bn c ni v bn khi bn khng ? Hoc h ni v (hoc t hng t) i th ca bn? Di y l mt s gi v v d v nhng iu ng nhv mang li nhng v lm n. Chi tin vo nhng tm danh thip. l hnh nh m bn mong mun to ra v cht lng hot ng kinh doanh ca bn. Hy nhn vo danh thip ca bn. Liu nhng khch hng v khch hng tim nng s nh v bn thng qua nhng tm thip ? Nu ai a n cho bn, bn s nhn xt v n ch?
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Bn c mun danh thip ca bn ph hp vi phn cn li ca th gii kinh doanh? Tt hn l bn nn ly tt c nhng tm thip ca bn ra khi v v kim tra tht k liu chng c cha ng nhng thng tin cn thit. V bn than mn, nhng thng tin c lit k di daday l phn ct yu nht tin hnh kinh doanh ngy nay. Liu danh thip ca bn (v ca cc nhn vin) c ch a ng nhng thng tin di y: Tn Chc danh Tn cng ty a ch cng ty a ch email i ch trang web cng ty in thoi (bao gm m vng) Fax (bao gm m vng) in thoi di ng Logo cng ty Tt nht l bn hy lm chng tr nn ng nhv hy nhanh chng thc hin. Mt s im lu v th in t. Nu bn lp mt cng ty d bt k quy m no, iu khng ch c ngha l bn hot ng nh mt chin binh c lp ti bn lm vic trong mt cn phng nh, bn cn thit phi c mt a ch th in t tht s. C a ch Yahoo hay Google u v vn . Nhng a ch th min ph thc cht ch thch hp s dng cho mc ch c nhn ch khng phi dng trong giao tip mang tnh chuyn nghip. Nu bn mun chng minh cng ty ca bn s hot ng lu di, hy ng k tn min v lp trang web cho cng ty. l khon u t ti thiu v ph bin trn ton th gii vo hot ng kinh doanh. To ra s ngc nhin. Hay chm sc khch hng bng cch gy ra s ngc nhin mt ngc nhin nho nh v nh mt cun sch, mt cm nang nhng iu nh trong cuc sng c th khin khch hng lun nh n bn.
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Di y l mt vi yu t bn c th gp li thnh mt chin dch tip th ng ghi nhn: Chuyn tn tay Chuyn nhanh Dch v kp thi Dch v sau nhiu gi Phn phi nhiu hn nhng g bn ha Nhn cch ha li cm n ca bn Trch dn mt vi v d (nhng trch dn ni ting) Mt tm danh thip ni bt Hp qu c ngha biu ng t trng i hc, bng golf, nhng th khc c nhn cch ha. Gi email mt bi bo trn mng v s thch ca khch hng. Gi in, gi thip mng hoc mt tm danh thip in th chc mng sinh nht ca khch hng. S quan tm c nhn trc, trong v sau qu trnh lm n. Chuyn mt mn qu cm n hp qu, chu cy, b hoa. Lm bt k vic g bn c th nh m th hin cho khch hng thy Ti dnh thi gian tm hiu anh v ti ang nng cao kin thc ca mnh v s nh gi ca ti i vi vic kinh doanh ca anh. ghi nh, bn cn c nhng thng tin c nhn t khch hng trin vng ca bn. u tin bn phi pht trin mt dng thc thu thp thng tin v lu gi nhng ti liu sau: S lng con ci ca khch hng (km theo nh ng thng tin nh chng c ang i hc hay khng? Hc trng no?) Hc i hc u i th thao a thch
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Nh hng, mn n a thch Loi xe hi Loi vt no c cng nht S thch Tp ch yu thch Mc tiu quan trng Tham gia t chc/hip hi thng mi Nhng t chc cng dn, on th Qu qun Ni sinh sng v lm vic khc Ni hin thi C c nhng thng tin c nhn bn s pht trin mt cch d dng nu bn bit s dng n ng n. Nu bn c c thng tin bn s khin n tr nn ng nh nh th no? Hy t hi bn than mnh mt cu: Khch hng s ni v bn ngay sau vi ngi khc ch? Nu h lm vy, bn ang i ng hng. Gi tr v sc mnh ca vic s dng nhng thng tin bn c phi c vch chin lc. Hoch nh mt chng trnh theo di khch hng ng nh khin bn gt hi c nhng kt qu bn mong mun. y l nhng yu t hoch nh cn xem xt: K hoch tr chi Mc tiu S hi thc (thi gian chu trnh bn hng) Nhng cng c c s dng S a dng ca vic din t (gi in thoi, ni trc tip) vi nh hng ca n

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S phong ph ca cc bi vit vi nh hng ca n Chng ngi vt nhng cu tr li vit tay Thc hin o to nh gi nhng kt qu lu tr ghi nh c ngha l t mnh lm mi th mt cch sng to. Nhng th nh Nu bn c nhiu v xem phim, ng a chng cho khch hng m hy mi h cng i. Mi h n nhng nh hng h a thch. Bin h tr thnh khch hng thng xuyn. Hng thng bn c th gi tng h mt mn qu nho nh. Chia s nhng kinh nghim gia nh Mt ni th tham quan, i picnic hoc mt dng tin ch cho gia nh. Lp chng trnh gii thng dnh cho khch hng Hay nht , th v nht, chuyn nghip nht.

2, Ngh thut t cu hi
Hi l mt k nng quan trng nht m ngi bn hng nn tinh thng. Trm quan trng ca vic t cu hi mt cch chnh xc nm khong cch gia vic bn c hng v khng bn c hng. A, Bn hng hay khng bn hng, l mt cu hi y sc mnh Hai trong s nhng kha cnh quan trng nht ca vic bn hng l t cu hi v lng nghe. Nhng cu hi ng s khin khch hng ni vi bn mi thng tin bn cn bn c hng cho h. Kt hp nhng cu hi xc ng vi k nng nghe hiu qu, bn s c sc mnh v s t ch bit c nhu cu ca khch hng, sau nh hnh cu tr li thc y ngi mua quyt nh.
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Con ngi, nghe c v rt n gin. Vy ti sao khch hng li khng mua trong khi bn ang c gng bn hng? Bi v 1. Bn t cu hi khng hiu qu 2. Bn lng nghe khch hng khng tt 3. Bn bit khch hng t trc v c thnh kin vi h 4. Bn ngh bn bit tt c cc cu tr li, vy ti sao bn li ngp ngng khi t cu hi hay khng th lng nghe khch hng vi s tp trung cao ? 5. Bn khng bit nhu cu thc s ca khch hng. Bn c th tha mn nhu cu ca h khng trong khi chnh bn khng nm c nhu cu l g? Cuc gi in bn hng hiu qu nht l 25% hi/ni chuyn v 75% lng nghe. iu so vi nhng g bn lm l nh th no? Bn ni , iu khng p dng i vi ti. Sn phm ca ti rt khc bit. Ti cn phi ni chuyn nhiu hn. Tht l nhm nh. iu m bn thc s ni l Ti khng bit cch a ra cu hi mt cch hiu qu. Bn s t mt cu hi nh th no? Bng mt t - kt thc m. Trnh nhng cu hi c hoc khng tr khi bn chc chn rng cu tr li ca khch hng s l c nh trong mt cu hi ui. Pht trin v hi nhng cu hi y sc mnh l mt im ta trong k nng ca bn hiu c nhu cu ca khch hng. y l 13 thch thc i vi cc loi v cc kiu cu hi bn a ra. 1. Cu hi c r rng v ngn gn khng? Khch hng c hiu cu hi, ngha, ni dung v ng ca cu hi khng? 2. Cu hi c i hi s suy ngh tch cc trc khi khch hng c th nh hnh cu tr li khng? Bn c ang dn khch hng tng bc n vi sn phm v dch v ca bn nh l kt qu ca cu hi khng? 3. Cu hi c khin khch hng nh gi nhng thng tin v khi nim mi khng? Bn c ang lm cho khch hng ngc nhin bng cch t nhng cu hi tm cao hn, lm cho khch hng c m thy h khng phi l nhn vin c p di, nhng li thch thc h theo mt cch mi khng? 4. Cu hi c khin bn cm thy bn bit nhiu hn i th cnh tranh ca bn bng cch thm d nhng linh vc mi khng? Bn c ang lm cho m nh tro nn
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khc bit vi cc i th cnh tranh bng cch hi nhng cu hi m i th cnh tranh ca bn cha bao gi ngh ra khng? 5. Cu hi c khin khch hng v bn rt ra t kinh nghim trc khng? Bn c ang hi khch hng nhng cu hi khin h chia s nhng vic m h t ho khng? y khng ch l nhng cu hi vi mc ch bn hng m cn l nhng cu hi xy dng mi quan h tt p. 6. Cu hi c to ra nhng cu tr li m khch hng cha bao gi ngh ti trc y khng? Nhng bc ngot mi trong cu chuyn khin bn dng nh tr nn khc bit, tt hn v dn dt tr chi ca bn. 7. Cu hi c cung cp nhng cu tr li khin qu trnh din thuyt ca bn gn hn vi v bn hng khng? S dng nhng cu hi ui hoc nhng t kt thc nh phi khng, ng khng, ng vy khng, phi vy khng to cho bn c hi khin khch hng ni c tr thnh mt phn tham gia vo cuc din thuyt ca bn, v tin ti vic tham gia cuc din thuyt ln sau. 8. Cu hi c lin quan trc tip n tnh hnh kinh doanh ca khch hng khng? Cu hi cng trc tip bn cng c c nhng cu tr li trc tip. 9. Cu hi c lin quan truc tip n mc tiu ca khch hng khng? Bn c ang iu tra nhng lnh vc m khch hng c lin quan n khng? Nhng lnh vc khin khch hng cam kt nhng cu tr li thc s. 10. Cu hi c ly c thng tin t khch hng gip bn bn hng d dng hn khng? Cch bn ni v sn phm v dch v ca bn s rt c tc dng n s mong i ca khch hng. 11. Cu hi c to ra mt khng kh tch cc bn hng khng? Cu hi c mang tnh khiu khch v kch ng khng? ng lm cho khch hng in ln khi bn t cu hi hy lm cho h suy ngh. 12. Bn c ang hi li cu hi m khch hng hi bn khng? Khch hng: Ti c th nhn c hng trong 2tun khng? Ngi bn hng: Ch cn hng vo thi gian phi khng? 13. Cu hi cui cng Bn c ang t mt cu hi tip cn khng? Mt cu hi c sn cu tr li xc nhn v bn hng. Bn c 10 hoc 12 cu hi tip cn khc nhau c vit ra tp th v s dng nh mt cng c nng cao them khng? Ti dm c rng bn khng c.
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Mun lm ch cc tnh hung v t cu hi y sc mnh ? Hy vit 2 hoc 3 cu hi c sn cu tr li thuc 13 thch thc trn v gp chng li thnh tin trnh bn hng ca bn. Nu bn lm nh vy, ti khuyn bn 2 iu: 1. N s mang tnh thch thc. 2. Phn thng cho vic ny s khin bn tr thnh mt ngi bn hng ng tuyn dng, tinh t v gii giang mi mi. Nhng cu hi v vic bn hng c v nh hi th ca cuc sng. Nu bn tht bi khi t ra nhng cu hi, bn s cht. Nu bn hi khng ng cch, ci cht ca bn tuy khng th xy ra ngay lp tc nhng sm mun bn cng khng th trnh khi. Nu thnh cng, cu tr li l bn s bn c hng. B, t cu hi v gim bt s bng n t cu hi cng quan trng nh cch a ra cu hi Trong cun sch ni ting ca Ray Leone B quyt thnh cng ca phng thc bn hng hnh phu, Leone tho lun nhng cu hi nh mt phn quan trng trong quan im bn hng . Leone ni cu hi l k nng quan trng nht mt ngi bn hng nn tinh thng. Leone trnh by mt chin lc gm 3 mc trong vic t v a ra cu hi c th lm thay i cch bn hi ngay lp tc. Giai on th nht Ni s thc, iu m bn khng th phn bc. Giai on th hai Li cun s quan st ca mi ngi nhm phn nh kinh nghim ca bn v to ra nhng iu khng th tng tng ni. Giai on th ba Hi cu hi c kt thc m ph hp vi 2 giai on trn. ng vy, nghe qua th c v rt d dng. Nhng bn hy th thc hin xem. y l 3 v d ngn gn minh ha cho k nng ny: Hy xt mt v d: ang bn dch v internet Giai on th nht: Tha anh Sn, ti ngh anh cng hiu rng mng internet by gi l mt dch v rt quan trng v cn thit cho bt k doanh nghip no trong vic qung b, thm ch l iu hnh cc cng vic kinh doanh Giai on th 2: Da vo kinh nghim thc t, ti thy rng nhiu doanh nghip tht bi hoc lm n khng hiu qu khi ch da trn nhng cch lin lc trc
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tip theo kiu truyn thng m khng quan tm ti vic ng dng cch thc lin h v lm vic hin i qua internet, ni m h c th lm mi vic mt cch d dng d rng cc i tc c xa na vng tri t i chng na. (y l lc bn t cu hi) Giai on th 3: Anh c chc rng cc hot ng, phng thc lm vic v qun l ca cng ty anh ang mang li nhng hiu qu tt nht khng? Nu trong v tr ca mt ng ch doanh nghip. Cu hi ny s lm chng ti suy ngh. K nng hi ny y sc mnh. N to ra nhng iu khng th tng tng v xc nh nhu cu cng mt lc. N mang li hiu qu cho bt k cng vic kinh doanh hay dch v no. ng ly nhng v d tm thng. Hc cc khi nim v chp nhn n cho cng vic kinh doanh ca bn.Mc tiu l buc khch hng phi suy ngh v tr li bn theo cch khc. Do , s khc bit o sl n lm cho bn trnh xa s cnh tranh trn. Nu bn mun s dng k nng ny thnh cng, hy vit ra 3 giai on v trnh by trong 5 cuc hp thc t tm ra s lch lc, gim bt s di dng v lm quen vi nhng qu trnh . Sau khong 25 ln th nghim, bn s lm ch k nng ny v bt u cm thy s thay i km theo nhng thnh cng thc s. Gii php cho vic bn hng s tr nn d dng hn khi bn xc nh c nhng rc ri cng nh s quan tm, nhu cu ca khch hng bng nhng cu hi. C, Bn c th kt thc mt v bn hng ch vi 5 cu hi khng? t cu hi l cng on khng th thiu ca qu trnh bn hng. Vi c a ra nhng cu hi xc ng tm kim thng tin cng l cch bn to ra mt bu khng kh m hng ca bn s c tiu th. Ray Leone (tc gi: Nhng b quyt thnh cng ca phng php bn hng hnh phu) l mt ngi gii t cu hi trong vic bn hng, a ra thch thc: Bn c th tip cn mt v bn hng ch vi 5 cu hi khng? Nhng gii php bn hng s tr nn d dng khi bn xc nh c rc ri ca khch hng. iu ny ch c c khi bn a ra cc cu hi xc ng. Nhng cu hi khai thc thng tin, nhu cu v s quan tm ca khch hng. Vic bn hng s c thc hin mt cch d dng khi bn bit c nhu cu thc s ca khch hng, lm hi ha nhng mi quan tm ca h.

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K nng hi ny c th c xc nh nh gi, xc nh nhu cu thc s v tip cn bn hng theo 5 bc. Trong v d ny, hy xem chng ti trong vai tr m t ngi tip th dch v internet. (Chun b mt t giy ghi ch dng ghi nhng cu tr li ca khch hng). Cu hi 1: Anh/Ch (tn khch hng), anh chn gi dch v nh th no? (hoc: Anh cn gi dch v nh th no?) Cu hi 2: Anh nh ngha cht lng dch v nh th no? Khch hng s cung cp cho bn nhng cu tr li hay v ngha. Nhiu khch hng cha bao gi c hi kiu nh vy v s phi suy ngh theo nhiu hng mi. Bn thm ch c th hi mt cu hi vi tm cao hn hoc t mt cu hi ui trc khi hi cu th 3. V d, khch hng ni anh y nh ngha cht lng l dch v tc n nh, lun thng sut, x l s c nhanh, cc ph r rng. Lc ny bn c th ni rng: , nh vy ngha l anh phn nh cht lng v hnh tng ca cng ty anh ng khng ? Lm sao khch hng c th ni khng vi cu hi ny. Cu hi 3: iu g l quan trng nht i vi anh? Hoc c phi l iu quan trng nht i vi anh khng? Hay Ti sao iu li quan trng vi anh? Cu hi ny ch ra nhu cu thc s ca khch hng. Tm ra nhng g l quan trng vi khch hng v dch v internet v ti sao internet li quan trng vi h l cha kha tip cn vic bn hng. C th l mt cu hi cao hn hoc cu hi pht trin t c mt nh ngha r rng v nhng g l quan trng v ti sao li nh vy. Cu hi 4: Nu chng ti c th p ng c yu cu vi gi c phi chng (khng phi l r nht), ti sao chng ti khng th tr thnh nh cung cp cho anh nh? Tt nhin l bn c th! y l mt cu hi hi m kt hp nhng thng tin bn tm thy trong 3 cu hi u tin. Chnh mt cu hi c in Nu ti l anh lm cho khch hng cm thy chc chn. Cu hi 5: Hay qu! Vy khi no th chng ta c th trin khai? hoc Tht tuyt! Anh d nh bao gi th trin khai cng vic? Mc ch ca cu hi ny l bt buc khch hng m u mt cuc hn hoc thi gian hoc s lng my cn lp bt u cng vic. Trong nhiu trng hp, bn c th bn c c nhng dch v th nghim.

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y khng phi l mt cng vic bn hng kh khn m l vi c bn hng trng tm. Nhng cu hi hay nm c trung tm ca vn mt cch nhanh chng m khng khch hng cm thy nh h ang b tn cng. S dng qu trnh hi sm v thng xuyn. Nu bn ang ni qu nhiu m khch hng th khng, bn ang lm cho khch hng chn nn, kh chu v s tht bi khi bn hng. H khng quan tm n nhng g bn c tr khi n phc v cho nhu cu ca h. Cch duy nht bit nhng nhu cu ny l t cu hi v chng. Tm kim s hp dn nhp thm vo cu hi y sc mnh? Hy th nhng cu sau Bn tm kim ci g? Bn tm c th g? Bn ngh nh th no? Kinh nghim ca bn ra sao? Bn quyt nh th no? Ti sao iu l yu t quyt nh? iu g khin bn phi la chn? Bn mun ci thin iu g? Bn s thay i iu g? C c yu t no khc khng? Cc i th cnh tranh ca bn lm g v ? Khch hng ca bn phn ng nh th no i vi vic? thnh cng khi s dng nhng cu hi ny, bn phi suy ngh k v vit ra trc. Pht trin mt danh sch gm 15-25 cu hi lun lun to ra s cam kt ca khch hng. Luyn tp. Sau khong 30 ngy t nhng cu hi ng, bn s bt u nhn c nhng phn thng thc s.

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3, Ngh thut nm bt tm l khch hng


A, Nm bt tm l khch hng c ngn ng c th Ngi bn hng phi quan tm n nhu cu ca khch hng. Thng thng, rt kh c th hiu c nhng nhu cu ny v khch hng khng ni ra. Mt ngi bn hng phi tr thnh chuyn gia trong vic c ngha ca ngi khc thng qua nhng c ch v nhng tn hiu phi ngn ng khc. Cc nghin cu v giao tip ca Abert Mehrabian kt lun rng trong giao tip c 55% l phi li ni, 38% l ng iu, v 7% l li ni. Do cc nn vn ha khc nhau c cc cc h t din t khng dng li ni khc nhau, chng ta khng nn vi vng a ra kt lun. Tuy nhin, trong cc x hi phng Ty, nhng iu di y l tn hiu c chp nhn rng ri xc nh nhng ngh v cm xc ca ngi m chng ta ang tip xc. Nhng ngh phi li ni c th c chia thnh ba loi: chp nhn, thn trng, v khng tn thnh. Di y l nhng du hiu ban u ca tng loi. 1. Mt ngi c th chp nhn nu: Nghing ngi v pha trc hay ngi thng ln; Bt u mm ci, nhc li nhng iu ng ch ; Cm ly sn phm ca chng ta hay nm cht ly sn phm hn khi chng ta c gng ly li n; cc cnh tay thoi mi hay xe bn tay ra; Bt cho chn v hng v pha chng ta; Ngng bt cho chn. 2. Mt ngi c th ang thn trng v nghi ng khi h: Khng nhn vo chng ta Bt cho chn v khng hng chn v pha chng ta Nhn ln trn v pha bn phi Bt u ca quy Khoanh tay li

3. Mt ngi r rng khng tn thnh nu h:


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Di chuyn xa ra khi chng ta Biu l s tc gin Cau mt, nhn my Tr ln im lng Trnh khng nhn thng vo chng ta Khoanh tay trc ngc Nm cht tay li hoc c nhng c ch biu l s t chi Bt cho chn v xoay ngi v pha khc

Sau y l cch din gii v ng ph vi nhiu kiu ca ngn ng c th: Khoanh tay trc ngc v bt cho chn: C th ngi ny ang th phng th v khng sn sng tip nhn cc kin ca chng ta. Hy hi mt cu hi m tm hiu ngi ang ngh g. t nhin o mt: C th h ang bn chn, lo lng hay thiu t tin. Hy gip h cm thy an ton. C ci g trng rng: C th ngi ny khng lng nghe nhng g ta ni. Hy hi mt cu hi gip ngi tp trung tr li. Nu ngi khng bit chng ta ang ni v ci g, hy lu tm n vic tm tt li nhng tng ca chng ta Nhn ln pha trn v bn tri: Hy cn thn, c th ngi ang tm cch tr ln lu c hn chng ta. C th ngi ang ni di. Hy hi tm ra nhng bng chng v bt k kt lun no m ta a ra. Nhn ln pha trn v bn phi: C th h ang ngh v mt iu g , nhng lc khng th nm bt c hon ton trng thi . Hy i mt lc cho n khi h tp trung ch tr li. Chng nnh hoc nghing hng: Ngi ny ang t tin, v c th l kiu cng. ng gi ra mt cuc tranh lun m hy tm kim mt s ng thun chung. Bung xui tay bn sn: T th trung lp ny i hi chng ta phi c mt s thay i nh trong cch giao tip ca mnh. Khoanh tay trc ngc: C ch ny c th l du hiu ca mt thi khng ci m. Thng qua cc cu hi thm d, hy c gng tm hiu xem iu g ang cn bc chng ta. Ci cc o vt: iu ny c th ng rng cn phi lch s. Hy tip tc cuc tho lun nhng ng sa vo cc chi tit c nhn. Ci khuy o vt: y l mt ngi thn mt v ci m. iu ny cho php chng ta c th tip xc cng vic nhanh hn l trong nhng trng hp khc. Hy coi

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ngi ny nh ngi cng phe v hnh ng nh th ngi chp nhn mua hng, ngay c khi ngi cha xc nhn bng li ni. Nghing ngi v pha trc: Ngi i thoi ang quan tm n nhng g chng ta ni. Hy c gng kt thc nhanh. Nga ngi ra sau v gi tay sau ghy: Ngi ny ang trm ngm trc nhng li chng ta ang ni v c th ang hoi nghi. Thng qua nhng cu hi mi, hy tm hiu thi ngm ca ngi ny v ng ph vi thi . Tr knh xung nhin: Ngi ny ang phn on v hoi nghi. ng thch thc h, hy hi nhng cu c th gip chng ta hiu c nhng g h ang ngh v im ny. Quan im ca anh/ch th no? hay Anh/ch cm thy th no v iu nay? c th l nhng cu hi ph hp. Xe tay ra vi lng bn tay p xung: y c th l mt c ch gng hi. Hy chun b tc v kh ca ngi bng thi gip v nh nhn. ng ci li. C gng loi b thi chng i ca h. Bn tay xe ra, lng bn tay nga ln: y c th l tn hiu rng h ang gp kh khn. Hy ngh gip h. t tay ln bn: y c th l du hiu ca mt s sn sng kt thc mi vic. Hy c gng kt thc cng sm cng tt. Ngi t th cong lng: iu ny c th ng ngi ny thiu t tin hoc thiu lng t trng. Hy ni iu g tch cc lm cho ngi ny cm thy mnh quan trng hn. Chp mt chm ri: iu ny c th gi rng ngi ny khng cm thy thoi mi trong cuc gp g ny. Hy c gng xc nh rng trng hp ny c ang xy ra khng v lm iu g khen ngi s c mt ca h. Mm ci: Ngi ny ang thy thch th cuc tho lun. Tt! Hy tip tc tin ti mc tiu m chng ta t ra cho cuc tho lun. Ci u xung: Ngi ny ang bi ri, ngng ngng, hoc c th ang ni di. Nu chng ta tin rng phn ng ny l do thiu t tin, hy a ra mt li khen ngi ph hp vi hon cnh, trnh bt k nhn xt k c no. Nu chng ta ngh rng ngi ny ang ni di, hy hi ngi mt s cu hi xc nh c quan im ca h. Hoc, ch cho h nhng bng chng cho thy quan im ca h l khng ng. Lun lun tp trung vo vn thay v tp trung vo con ngi. Nga u ra sau: C ch ny c th ng s ngo mn. ng phn ng li vi s kiu cng ca ngi , hay b s kiu cng lm mt tp trung vo vn ca chng ta. Nghing u sang mt bn: C th h ang rt thch th vi nhng g chng ta ni. Hy tip tc ni, tp trung vo nhng li ch. Hy tm mt c hi kt thc.
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Trong s dng ngn ng c th, hy c gng lun lun biu l mt cch tch cc, ci m khuyn khch s trao i hai chiu. S kt hp tt nht c th l: Hi ci ngi v pha trc Hi nghing u ca chng ta sang mt bn Bung xui tay bn sn Mm ci Chng ta nn phn ng vi bt k s thay i tiu cc no trong ngn ng c th. Hi h xem c phi kin ca h thay i khng, v nu c th ti sao? Tm ngng vic gii thiu sn phm ca chng ta ti thit lp mi lin h. Lng nghe cn thn nhng li phn i v ng ph thch ng vi nhng li phn i ny trc khi tip tc. Duy tr thi t tin v nhit tnh B, Lng nghe t kim tra k nng lng nghe Bn hng l p ng nhu cu. Nhng g chng ta cho mi cng gn vi nhu cu ca khch hng bao nhiu, kh nng chng ta bn c hng cng cao by nhiu. Cch tt nht nm bt c nhu cu thc s ca ngi mua l lng nghe h. Lng nghe s cho php chng ta thu c nhng kin thc qu gi p dng vo sn phm ca chng ta nhm p ng c nhu cu ca ngi mua. Vic lng nghe cng gip xc nh c cc vn , mi quan tm v cc c hi. Chuyn bn c hng m khng cn bit khch hng thc s ngh g ch hon ton l do may mn. Di y l mt s gi c gi tr nhm ci thin kh nng lng nghe ca chng ta. 1. Vic lng nghe s chng t cho khch hng tim nng thy rng chng ta hiu h. H s cm nhn c tm lng chn thnh mun gip h ca chng ta. Vy nn tng cho h s quan tm khng th b bt k ci g lm phn tn ca chng ta. ng lm vic khc hay gi in thoi khi chng ta ang lng nghe. 2. S ch tm ca chng ta s quyt nh cuc i thoi l thnh cng hay tht bi. ng tr li in thoi hay b phn tn bi nhng vic khc khi ang lng nghe. 3. Nu c th, hy gp g khch hng mt ni yn tnh. Mt a im cng cng n o hay bn rn s ch lm c hai bn b mt tp trung.
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4. ng ph thi gian v sc lc ca chng ta vo vic bc b kin ca khch hng. Hy cn thn lng nghe v t cho php mnh c ngi thoi mi. 5. ng ngt li khch hng. Chng ta ch nn ngt li nu c v nh ngi kia ang ni i ni li lm sng t mt im m chng ta hiu. 6. Hy ngi i thoi thy l chng ta ang thch th vi nhng g h ni. Hy lun gt u ng v ni a ha hay ci g tng t. 7. Hy nhn vo mt ngi i thoi m khng t ra th l hay thch thc. 8. Hy s dng ngn ng c th trong giao tip. Nghing ngi v pha trc cho thy l chng ta thch th cu c ni chuyn. Hy mm ci. ng ca quy hay nhn quanh. 9. ng ngi ngng khi cn hi thm cho r. Hy lun nhc li nhng g ngi i thoi ang ni: Vy anh/ch ang cp n vic... 10. ng kt thc cu thay cho ngi ang ni. iu cho thy chng ta khng kin nhn. 11. ng ngt li ngay c khi ngi c v kh din t mt no . Hy ngi i thoi ni xong trc khi chng ta xc nhn li nhng g chng ta hiu. Hy t rn mnh cch m n 5 mt cch chm ri trc khi t ngt nhn xt hay ni mt iu g . 12. Hy hc cch nhng khong lng ngn ph hp xen vo gia cuc ni chuyn. Mt khong im lng s khuyn khch ngi i thoi tip tc ni chuyn. 13. Hy cho ngi i thoi c hi ni ra h ng g bng cch hi nhng cu hi m. V d: Anh/ch nh ni vi ti iu g khc na phi khng? 14. Nu cu tr li dnh cho chng ta di v phc tp, hy xin php khch hng c ghi chp li. Mt cch khc na l nhc li nhng g chng ta hiu cho h thy bn thc s nm c vn . Hy ni Vy nhng g anh/ch ni l... Ti hiu nh vy c ng khng? 15. Hy sng sut khi a ra nhn nh v vic khch hng thc s ngh g. Ngn ng c th c th ni cho ta bit nhiu iu hn l nhng li ni. T kim tra k nng lng nghe Hy tr li nhng cu hi sau tht nhanh v chn thc Chn: 1. 2. 3. 4. Nu bn hon ton khng ng Nu bn c i ch khng ng Nu bn chng tn thnh cng chng phn i Nu bn ng mt vi im
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5. Nu bn hon ton ng Khi gp khch hng, khch hng tim nng, ti s: 1. Ni hu ht trong c bui 2. i khi ngt li ngi i thoi 3. C khuynh hng gy nn s bc b thay v lng nghe 4. C khuynh hng tranh ci 5. Cm thy tht vng nu h khng ng quan im vi mnh 6. C khuynh hng kt thc cu thay ngi i thoi 7. Thay i ch nu ti cm thy n khng i n u 8. B qua ngn ng c th 9. Cm thy bt tin khi phi duy tr vic giao tip bng nh mt 10. Xem xt mi vic trn quan im ca ti thay v quan im ca khch hng 11. Gi v t ra hiu trong khi ti khng hiu 12. Ngh v nhng g ti sp ni ch khng phi l nhng g ti ang ni 13. B qua nhng thay i trong ngn ng c th ca khch hng 14. Nghe chm ch nhng khng cm nhn c cm xc ca ngi i thoi. 15. Khng nm c nhng t giu cm xc 16. Khng chu ngh n nhng n ng sau li ni 17. Khng th nhn nhn s vic t gc ca ngi khc 18. Khng ch ti vic bt u cuc i thoi vi mt thi nh nhn v tp trung mt cch c thc Tng s im - din gii: C 3 cp lng nghe hi ht, va phi v tch cc: Ngi nghe hi ht nghe rt t v thng b qua nhng g m khch hng ang c gng ni ra. Ngi nghe va phi c lng nghe mt chng mc no song li p t thnh kin ring ca mnh vo nhng thng tin ang c chuyn ti cho h Ngi nghe tch cc hon ton tham gia vo cu chuyn v quan tm ti c nhng li ni v n ca khch hng. Nu c 18- 36 im: bn l ngi nghe tch cc Nu c 37- 72 im: bn l ngi nghe va phi
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Nu c 72- 90 im: bn l ngi nghe hi ht

Liu chng ta c th nhm trng nhu cu ca mt khch hng tng lai sau khi gp h khng? Chng ta c bit u l im nhn s lm bt ra cu vng y thin tnh khng? Hy xem nhng cu hi sau nh mt danh mc ngn cha nhng thng tin m chng ta nn c v mt khch hng tng lai: 1. Khch hng hot ng trong ngnh no? 2. Tnh hnh kinh doanh ca ngnh hin th no? 3. Cng ty ca khch hng kinh doanh c bao lu? 4. Ting tm ca h trn th trng nh th no? 5. Th mnh ca h l g? 6. im yu ca h l g? 7. Chng ta m t cch qun l ca h nh th no? 8. Nhng ngi mua c n b nh th no? 9. Nhng tiu chun mua sm quan trng nht l g? 10. Lng trung thnh ca h i vi nhng nh cung cp ca h n u? 11. H trng ch cc nh cung cp s ng vai tr g sau khi bn c hng? 12. Kh nng tip thu nhanh chng ca h khi c o to v sn phm mi n u? 13. Quan h ca h vi nhng nh cung cp l ngn ngi hay lu bn ? 14. H c hoan nghnh cc mi quan h lu di khng ? 15. H thng thng tin ca h tinh vi n mc no? 16. Cho ti gi ai l nh cung cp cho h cc sn phm/dch v ca chng ta? 17. Mi quan h ca h vi nhng nh cung cp cc sn phm thay th nh th no? 18. u l im yu ca nhng nh cung cp khc? 19. Ai l ngi c quyn ra quyt nh cng ty h? 20. Nhng g c th thc y nhng ngi c quyn ra quyt nh thay i nh cung cp? 21. ng k mt nh cung cp mi, t chc phi tri qua tin trnh no? Nu bn l mt ngi nghe hiu qu, bn s tr li c t nht 75% cc cu hi trn mt cch chc chn. Nu khng, bn cn quan tm nhiu hn.

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4, Ngh thut a ra nhng cu ni thuyt phc


Nhng thng bo y sc thuyt phc lm cho sn phm v dch v ca bn ni bt, ang tin cy, d hiu v c th quyt nh mua d dng. Bn c ang n tng vi nhng g c trnh by hay khng? Thng bo y sc thuyt phc l g? Mt thng bo khin sn phm v dch v ca bn ni bt, d hiu, ng tin v d dng quyt nh mua. Mt thng bo khc vi cc kiu thng bo truyn thng m t nhng vic bn lm phc v nhu cu ca khch hng v gip khch hng nm bt c cc u im ca sn phm m bn bn. Bn c c thng bo y sc thuyt phc u? T s sng to ca bn Bn ang c gng bn hng hoc tc ng bn hng. Mc ch l thuyt phc hoc thc y khch hng trin vng mua hng. l nhng g mt thng bo y sc thuyt phc phi lm. Nu bn lm tt, bn s b xa i th cnh tranh v ng trn h. Bn to ra mt thng bo y sc thuyt phc cho cng vic kinh doanh ca bn nh th no? Tht d dng ch ngh v nhng vic bn lm nhm em li li ch cho khch hng. khng phi l mt bc tranh miu t t nht m l mt bc tranh sng ng, luyn ly v y p li ch cho khch hng. M t nhm t giu hnh nh khin khch hng mun mua nhiu hn. Di y l nhng quan im, thi cn thit c uc thng bo y sc thuyt phc: ng bn qu nhiu my khoan. Hy bn ht nhng l khoan m h to ra. ng bn my in. Hy bn nh ng catalog nh phn nh hnh tng ca khch hng nhm nng cao doanh thu cho h. ng bn xe hi. Hy bn s uy tn v biu tng ca bn hoc bn mt con ng trn lng. ng bn bo him. Hy bn nhng dng c gia nh an ton, kinh t trnh khi bi kch. ng bn knh mt. Hy bn tm nhn xa hn v mt ci nhn phong cch. Hiu n?
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Nhng thng bo y sc thuyt phc c mc ch gip hon tt v cng c vic bn hng. Mt thng bo y sc thuyt phc l Nhng thng bo khin khch hng suy ngh v nhng g bn lm cho anh y/c y s dng tt sn phm bn mi cho. Mt thng bo to dng nim tin ca bn vi khch hng. Mt thng bo miu t nhng g bn lm v cch bn lm cho li ch ca khch hng. Mt thng bo v nhng g bn p ng nhu cu ca khch hng. Mt thng bo khin khch hng mun nghe nhiu hn. Mt thng bo khin cho khch hng c t do mua hng. Mt thng bo khin khch hng khng th t chi. Mt thng bo lm cho khch hng t tin hn mua. Mt thng bo gy s thch th i vi khch hng. Mt thng bo kt ni nhng g bn lm v n lin quan n khch hng nh th no. Mt thng bo ng nh. Nhng thng bo y sc thuyt phc, ni mt cch sng to l nhng g bn lm i vi nhu cu ca khch hng. Bn tr li nh th no khi c mt ngi hi bn lm g? Ti dm cc rng l mt cu tr li t nht khin h mun tm ngi khc ni chuyn. y l mt v d v vic s dng thng bo y sc thuyt phc thay cho cu tr li trc khi bn a ra cu hi Bn lm g? S gip v nhn cng tm thi: Chng ta c dch v cung cp nhn cng t m thi trong trng hp khn cp phng khi vng mt hay ngh php s khng c s st gim nng sut hoc thiu ht dch v i vi khch hng ca bn. Trang phc: Kinh nghim ch cho chng ti thy rng ngi bn hng n mc l cho khch hng ngm. Trang phc ng gi s khin s hin din ca bn tr nn quan trng.

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Nhng thng bo y sc thuyt phc mang tnh li nhun v to ra nhng cuc hn. Thng bo y sc thuyt phc mang c im li ch kinh t: Cha kha cho li nhun ca bn l nng sut. V d nh: Nm ngoi doanh s bn hng ca chng ti tng hn 300% bng cch cung cp hng ng thi im v h tr khch hng tng nng sut. Trong 30 ngy, chng ti tin s c th ci thin vic kinh doanh ca cc bn ging nh vy. Thng bo y sc mnh mang li cuc hn tip theo: Ti khng chc rng ti c th gip anh, anh Sn. Hy ti tm vi thng tin chi tit c th gip anh trong vi pht. Nu ti c th gip c ti s thng bo cho anh v k c nu n nm ngoi kh nng ca ti th ti cng s gi cho anh. Nh vy c c khng ? Bn to ra nhng cu ni y sc thuyt phc cha? Hy to ra nhng cu ni y sc thuyt phc ngay by gi v vit chng ra giy trong nhng cuc gp g vi khch hng. Tho lun v chng cng i ng nhn vin bn hng. Cm chng n tham kho kin ca ngi bn hng gii nht cng ty thm ch c ng ch tch. Vit nhng thng bo y sc thuyt phc ca bn cho tt c cc tnh hung. Ti sao khng biu l cch bn hng ca bn theo mt chiu hng vui v, mnh m? l cch tuyt vi bn hng chng li cc i th cnh tranh Hy nh bi h!

IV, Ngh thut thuyt trnh


A, Bn mun bn hng d dng hn? Trc tin hy xy dng s hiu bit ln nhau Nu bn xy dng c nhng im chung vi khch hng tim nng, h s thch bn, tin tng bn, v mua hng ca bn. Tt nhin, tt c nhng ngi tham gia bn hng lun ln ting rng, tm hiu v khch hng, hiu bit tt c v khch hng, lm cho khch hng yu thch, hy vng khch hng c cm tnh vi ti; hiu bit khch hng, s dng s hiu bit theo cch ca ti, mt cch thc s tinh t. Bn c th ang ct ln bi ht lm cho vic bn hng tr nn d dng hn.
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Nu bn tm thy nhng ch hoc s thch chung vi khch hng ti m nng, bn c th xy dng c mi quan h bn b lm n; v mi ngi thng mua hng t mt ngi bn hn l t mt ngi bn hng. Bn lm g xy dng s hiu bit ln nhau? Bn c sc so tm ra mt iu g bn ngoi chuyn lm n sau khi bn bt u cu chuyn? Di y l mt vi k nng bn c th th p dng khi gi in; khi vn phng ca khch hng, khi ni lm vic hoc ti mt s kin bn hng. Khi gi inBn thng gi in c c mt cuc hn gp, v vy hy tp trung vo bn im 1. i thng vo vn trong vng 15 giy. 2. Hy vui v v hi hc. 3. C gng bit mt iu g so lin quan n c nhn khch hng tim nng. 4. Xc nh cuc hn gp. Bn bt u vic xy dng s hiu bit ln nhau bng cch i thng vo vn ! Ni r mc ch ca cuc gi ngay lp tc. Thng l khng cn thit nu bn hi mt cu hi khng trung thc mang tnh x giao nh Hm nay anh cm thy th no? Hy ni r tn bn, tn cng ty, v bn c th gip g khch hng tim nng. Khi bn gii thiu nh vy s to nn mt s thoi mi c hai pha. Khch hng tim nng cm thy thoi mi bi h bit ti sao bn li gi cho h v bn cng cm thy thoi mi v khch hng s khng cp my bt ng. Gi th bn c th tip tc nhim v xy dng s hiu bit ln nhau v t mt cuc hn. Khch hng tim nng l ngui nguyn tc hoc ci m? hy c s dng s hi hc hai ln trong sut cu chuyn (nhng ng qu nguyn tc m tr nn gng p). Mi ngi thch c ci. Mt cu chuyn vui ngn khong 10 giy c th mang li hiu qu nhiu hn l mt cu chuyn kinh doanh ko di 10 pht. Bn c th thu hiu c khch hng bng cch lng nghe. Tm tnh ca khch hng, qu qun, v tnh cch s h l tt c ch trong vi pht ni chuyn qua in thoi. Ti ch lng nghe ng iu ca ging ni. N gi cho ti v xut thn ca khch hng mt ch tuyt vi nu bn tng i du lch qua nhiu ni hoc c cng mt ni i vi khch hng. Hy lng nghe v nhy cm vi tm tnh ca khch hng tim nng. Nu h ni mt cch ngn gn hoc cc lc, hy ni Ti chc rng ng rt bn (hoc hm nay khng
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phi ngy tt nht). Ti sao chng ta khng ni chuyn vi nhau vo mt dp khc thun tin hn? Nu bn hiu bit khch hng tim nng, bn c th dnh thi gian trong cuc h n gp ni v nhng vn c nhn. V d, nu bn ang ni vi mt khch hng cng l mt ngi hm m bng (c th l hm m i bng Manchester United), bn c th ni Ti bit chng ti c th cung cp dch v MegaVNN cao cp cho anh. Liu ti c th gp anh 10 pht, 5 pht u ti s trnh by cho anh hiu r v dch v m chng ti ang cung cp v chng ta s dnh 5 pht cn li bn lun v nhng chin tch tuyt vi ca MU. Bn nn lun nh rng mi ngi u thch ni v bn thn h. Lm cho mi ngi ni v chnh h s mang li c hi cho bn tm ra nhng im tng ng, xy dng s hiu bit ln nhau, v tng kh nng bn c hng. Hy xy dng s hiu bit ln nhau vi khch hng tim nng trc khi bn bt u thuyt trnh bn hng. Cch tt nht bn c hng l trc ht phi chim c tnh cm ca khch hng. Nu bn tm ra nhng ch hoc s thch chung, bn c th xy dng mi quan h bn b kinh doanh. Mi ngi thng mua hng t mt ngi bn hn l t mt ngi bn hng. Bn lm g xy dng mi quan h hiu bit ln nhau? Bn c tinh tm ra mt iu g ngoi chuyn lm n m ra cu chuyn? Di y l mt vi k nng gip bn thc hin iu : Ti mt cuc gp mt vn phng ca khch hng tim nng, y l ni m bn c th xy dng s hiu bit ln nhau d dng nht. Hy tm kim nhng manh mi ngay khi bn bc vo ni lm vic ca khch hng. Nhng bc tranh, nhng phn thng treo trn tng, nhng tp ch trn gi sch m khng lin quan n cng vic kinh doanh ca h. Khi bn bc vo phng lm vic ca khch hng, hy tm kim nhng bc nh ca l tr hoc v nhng s kin, vt dng trn t sch, bng cp, dng, hoc bt c vt g c th tit l s thch cc nhn hoc nhng hot ng ngoi gi vo thi gian rnh ri. Hy hi v mt phn thng hoc mt chin thng. Hy hi v bng cp hoc mt bc tranh trn tng. Khch hng tim nng ca bn nht nh s vui v ni v nhng g h t c hoc thch lm. Bn hy c gng li ko khch hng vo mt cu chuyn d dm bng nhng cau hi m v s thch ca h. S tt hn rt nhiu nu bn thng tho v ch ang ni,
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nhng mc ch l lm cho kahchs hng ni v nhng iu lm cho h hnh phc. Hy s dng s hi hc. S hi hc to ra s hiu bit ln nhau bi v n hm s ng (khi khch hng n n ci). Lm cho khch hng tim nng ci to ra c s cho vic thuyt trnh hiu qu. Khi khch hng ti thm ni lm vic ca bn, bn s gp kh khn hn trong vic xy dng s hiu bit ln nhau bi v bn s khng c li th bit c nhng thng tin qua nhng vt dng xung quanh ni khch hng lm vic. V vy, hy tinh . Hy quan st trang phc, t, trang sc, nhng chi tit nh km, danh thip, hoc bt k vt g tit l manh mi v khch hng tim nng. Hy ci m. Hy hi nhng cu hi m ngay sau nhng cu cho hi. Hy tm hiu xem h lm g vo cui tun trc hoc c d nh g vo dp cui tun ny. Hy ni chuyn v mt b phim hoc mt chng trnh ti vi. Bn nn trnh khng cp n nhng ch lin quan n chnh tr, nhng vn c nhn, v ng than vn v nhng vn c nhn m bn ang gp phi. Mi ngi thch ni v bn thn mnh. Hy a ra nhng cu hi thch hp v s rt kh lm cho h ngng ni. Mc ch ca bn l tm ra nhng ch , tng, hoc trnh hung m c hai u an hiu v thch th. Hy trung thc. Nhn ra mt ngi bn hng khng trung thc cng d nh nhn ra mt im en trn phng nn sng. Khng c s hiu bit ln nhau, khng th bn c hng!

B, 15 cu hi c th a ra xy dng s tin cy t khch hng Nu khch hng tim nng ni khng vi bn, rt c th l v bn tht bi trong vic to ra s tin cy ni khch hng Khch hng tim nng ni khng! iu khng thnh vn . Bn bao gi mt mt hp ng mua hng hoc tht bi trong vic thuyt phc khch hng mua hng? Chc chn bn bit rng khch hng tim nng tng ngh v kh nng hp tc vi bn. Khi bn tr ra xe ca mnh, hy c gng bnh tnh li v phn tch xem l do ti sao khch hng li t chi bn. Khi bn tr li nhng cu hi c bn v s nghi ng bn thn ti y nhit tnh, thn thin, hoc chuyn nghip? bn c th phi o su suy ngh hn mt cht
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tm ra cu tr li. Mc d s tht thng cay ng, vic nhn thc c v nhng g bn khng lm c l mt bc tin ln hng ti s thnh cng trong ln bn hng k tip. Hy cho ti ni ln ni au kh ca bn. Bn tht bi trong vic to ra s tin cy ni khch hng. Bn ni rng Anh Kin ny, anh sai ri khch hng tht s thch ti. C l bn ng. Nhng s qu mn ch l mt n s trong phng trnh bn hng. Hy tham gia bi kim tra v xy dng s tin cy sau nh gi kh nng ca mnh. Bi kim tra gm 15 cu hi, nh gi bn thn theo thang im t 1 ti 10 i vi mi cu hi: 1. Ti c ng gi khng? Ti c n sm 5 pht (tt) hoc ti n mun 5 pht (ti t)? 2. Ti sn sng? Ti c i ti ni hn gp vi tt c nhng th ti cn bn c hng? 3. Ti sp xp mi th theo mt trt t nht nh? Ti chun b y mi th hoc ti c lng tng d dm tng th mt. 4. Ti c th tr li tt c nhng cu hi lin quan n sn phm? Ti c thc s hiu bit su sc v sn phm, hoc ti thng xuyn ni rng ti s tr li vn ny sau? 5. Ti xin li hoc li cho ngi khch v iu g ? Ti khng trin khai lp t dch v ng gi, cng ty khng gi thng tin y ti khch hng? 6. Ti xin li? Xin li ti n mun, ti khng chun b, ti cha tr li c vn ny, ti bo gi nhm 7. Khch hng d hi nhng vn c nhn v cng ty ti? Nu ti mua ng Johnson ni, lm sao ti bit c rng bn s y phc v ti trong su thng na? 8. Khch hng c thc mc nghi ng v sn phm ca ti? iu g s xy ra khi thit b modem hng ngay sau khi va mi ht hn bo hnh, hoc li mng xy ra lin tip m khng th gi nhn vin n khc phc mt cch nhanh chng 9. Khch hng c nghi ng g v bn thn ti? Ti lm vic cho cng ty ny bao lu ri, hoc ti c bao nhiu kinh nghim v sn phm ny?
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10. Ti c nu ra nhng khch hng lu nm ca chng ti mt cch kho lo? Ti tht bi khi nu tn mt khch hng hi lng vi dch v ca chng ti ch tr li mt cu hi chm chc, ma mai? 11. Ti c cm thy ti ang i co vi khch hng? Ti c thng xuyn tr li cc cu hi ch lin quan n ch tranh lun hn l cp n sn phm dch v? 12. Ti c t tin vt qua c nhng s phn i, ch trch? Ti c cm thy ti c kh nng t tin m tr li tt c cc cu hi v gi c, cht lng dch v mng, v cc vn khc cn tr vic bn hng m khch hng a ra? Ti c c th hin mt cch gi to khng? 13. Ti c ni xu i th cnh tranh? Ti c ch bai hoc ni mc i th cnh tranh (c th ang l nh cung cp dch v mng hin ti ca khch hng)? Ti c c tnh t ra nhng iu khng hay v nhng i th cnh tranh lm cho ti hoc dch v mng m cng ty ti ang cung cp ni bt ln trong con mt khch hng? 14. Khch hng tim nng khng ch n li gii thiu? C phi khch hng ch n thun l ngi , hay t hn l lm g trong khi ti ang ni? 15. Ti c qu khn trng bn hng? Ti c qu t cao? C n gin l i vi khch hng tim nng ch cn ni vi h l c mt khon hoa hng cho h? Nhng cu hi trn c t ra cho bn nh gi hot ng bn hng ca bn v h l kh nng (hoc khng c kh nng) to ra s tin cy ni khch hng tim nng, nhng ngi va ni khng vi bn. Tr li xong nhng cu hi trn bn s c c s chun b tt hn thanh cng trong ln bn hng sau vi s tin cy thc s ni khch hng ch khng phi s dng nhng mnh khe. Mt trong nhng bi hc c bn trong bn hng l: nu h thch bn, tin tng bn, v tin cy vo bn, h s d dng mua hng ca bn hn. Nu bn mt mt trong nhng yu t trn, cu tr li s thay i t mua hng thnh khng mua hng. Khi khch hng tim nng ni khng, rt c th l mt l phiu khng tin tng vo bn. nhng cu hi trn tht s c hiu qu, bn phi thnh tht vi chnh bn thn bn. Tip theo chng ta s tm hiu nhng phng php, k nng, v cng c bn hng s gip ta tr li nhng cu hi trn v ch ra mi lin h gia s tin cy ca khch hng vi cu tr li c.
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C, 13 cch lm cho khch hng tin cy mua hng S tin cy ca khch hng phi c xy dng bng vic s dng nhng cng c bn hng, mu, v nhng cu chuyn m qua khch hng c th lin tng ti Khch hng s khng mua nu h khng tin tng vo bn v sn phm ca bn. Bn xy dng nim tin ca khch hng nh th no? Hy s dng nhng cng c bn hng, mu v nhng cu chuyn theo cch m qua khch hng c th lin tng ti vic s dng sn phm ca bn trong cng ty h. u l thi im thch hp bt u lm iu ny? Hy lm ngay khi bn c th. Bn cnh bn yu t c bn nhit tnh, ng gi, thn thin, v chuyn nghip cn c 13 k nng hiu qu nht m ti tng bit. 1. Hy hon ton sn sng. Mt ngi bn hng t ra lng tng, lun xin l i mt cch lch s hoc xin li v mt iu g s khng th to ra s tin cy ni khch hng. 2. Hy cun ht ngay khch hng vo bi thuyt trnh. Hy ngh h gip bn hoc cm gip bn mu sn phm. Hy lm iu g h c cm gic nh h ang l mt thnh vin trong nhm ca bn. 3. Hy chun b mt bi vit no so. Mt bi vit v cng ty hoc sn phm ca bn t mt t bo quc gia s to ra s tin tng. 4. Hy k mt cu chuyn v vic bn gip mt khch hng khc nh th no. iu ny s to ra mt tnh hung tng t khch hng tim nng tham chiu. 5. Nu c th, hy gii thiu khch hng tim nng n thm mt khch hng ca bn. ng Phng, ng nn gi ti (k tn mt cng ty hoc mt ci tn) tm hiu xem chng ti phc v h nh th no. 6. Hy k ra nhng khch hng c quy m ln hn khch hng tim nng hoc l i th cnh tranh trc tip ca khch hng tim nng. Nu bn ang cung cp cho mt cng ty ln, hy k iu ny ra theo cch m n th hin c sc mnh v k nng ca bn hn l khoe khoang khoc lc. 7. Chun b danh sch nhng khch hng hi lng vi sn phm ca bn. Lit k c nhng khch hng ln cng nhng khch hng nh. Hy photo chng tht p.

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8. Chun b mt tp nhng chng nhn. Hy c gng c c nhng chng nhn y v mi mt hot ng ca doanh nghip bn: cht lng, giao hng, nng lc, dch v v nhng n lc khc. Hy chc chn rng nhng chng nhn ny s lm tiu tan nhng nghi ng a ra t pha khch hng. 9. ng tn cng dn dp khch hng. Hy a ra nhng dn chng lm phong ph bi thuyt trnh ca bn. Hy s tin cy c xy dng nn mt cch t nhin. 10. Hy nhn mnh n dch v sau bn hng. Khch hng cn bit chc rng bn s khng ch k xong hp ng ri b mc khch hng. Hy ni v dch v h tr, chm sc khch hng. 11. Nhn mnh n mi quan h lu di. Khch hng mun cm nhn rng bn s bn h gip h gii quyt nhng vn , gip h v cng ngh mi. Hy cho h bit s in thoi ca bn. 12. Bn gip , khng phi bn v hoa hng. Khch hng tim nng s nhn ra c mt ngi bn hng tham lam. s l mt vt nh ti t. 13. Mi lin kt quan trng nht n qu trnh bn hng. Hy hi nhng cu hi thch hp. Hy c phn Ngh thut a ra cu hi v c n 10 ln. Hy c gng s dng nhng cng c xy dng s tin cy ni khch hng nh khi bn a ra mt qun bi ch trong mt vn bi. Hy s dng n khi bn cn ti. Nu khch hng tim nng hi bn v ngi no khc cng s dng dch v mng ca cng ty bn cung cp, hy a ra tn mt khch hng ln c tn tui, hoc a ra mt bng k nhng khch hng hi lng vi dch v ca bn. Nu khch hng tim nng hi v dch v, hy a ra nhng chng nhn khng nh nng lc ca doanh nghip bn. ng a ra nhng qun bi ch ca bn mt cch vi v. Nu s xut hin ca doanh nghip bn l kh mi m, th s tin cy l mt yu t hng u nh hng n vic bn c hng. Bn cn s dng nhng kinh nghim bn thn v m c thc hin mt cng vic ln lao, v hy ngh khch hng t mt t hng th. Ti cha tng nhc ti gi c nh mt nhn t to ra s tin cy, bi n khng phi l mt nhn t nh vy. D bn c a ra gi hp dn nht cng chng dn bn ti u nu khch hng tim nng khng c nim tin mua; v rt nhiu ln gi r li tht s lm cho khch hng e ngi.
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C nhng hon cnh i hi nhng k nng to ra s tin tng khc. Chng s c cp ti phn sau. D bn c a ra gi c hp dn nht nhng nu khch hng tim nng khng c nim tin th bn cng khng th bn c hng; v nhiu khi chnh gi c qu r li lm cho khch hng cm thy e ngi.

D, Xy dng s tin cy ca khch hng u v khi no S tin cy ca khch hng phi c xy dng v cng c bt k giai on no ca qu trnh bn hng Khch hng tim nng s khng mua nu h khng c nim tin vo bn thn v sn phm ca bn. S tin cy ca khch hng phi c xy dng v cng c bt k giai on no ca qu trnh bn hng. Mt iu d nhn thy l bn cng to ra s tin cy sm bao nhiu trong qu trnh bn hng, bn cng d dng vt qua cc giai on ca qu trnh bn hng. Cc tnh hung lit k di y l nhng c hi quan trng bn xy dng s tin cy ca khch hng. Mi tnh hung i hi nhng k nng xy dng s tin cy khc nhau. Trong mt s kin lin kt, nu bn ch c thi gian cho mt cu ni, hy ni v vic mt cng ty ln s dng sn phm/dch v ca bn. Chng ti rt may mn khi nhn c hp ng cung cp dch v mng v thit b mng cho Cng ty Dch v Marketing. H la chn chng ti trong 7 nh cung cp dch v mng ln. iu ny s bt u qu trnh lm cho khch hng tim nng cm thy tin tng bn. Khi gi in thoi, ch s dng duy nht mt nhn t xy dng s tin cy. Hy c gng hn gp. V d Ti chc rng chng ti hon ton c th cung cp cho anh mt h thng mng hon ho, hot ng thng sut gip cho cng ty anh t c hiu sut lm vic cao v gp phn lm gim thiu chi ph hot ng. Chng ti cng va hon thnh hp ng cung cp dch v cho Cng ty Dch v Marketing. Ti mong anh s dnh cho ti vi pht gp mt ti vn phng c th chc chn rng dch v ca chng ti thc s p ng c nhu cu ca Cng ty anh. Mc ch ca bn l to ra s tin tng cn thit c mt cuc gp mt ch khng phi bn c hng ngay. Khi gi in cho hng, hy trnh by ngn gn. Bn phi to ra c s thch th cho khch hng trong vng 30 giy hoc t hn, nu khng bn hy qun chuyn bn hng i. Hy ni mt cch thuyt phc v vic bn c th gip khch hng tim nng nh th no.
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ng qu nhn mnh v vic bn c th gip h tit kim c bao nhiu tin. Cch tip cn c v nh khng my hiu qu. Hy ni v nhng g bn lm cho cc cng ty nh cng ty , hoc sn phm ca bn c s dng nh th no ti cc doanh nghip khc. Nu bn khng phi ang thc hin vic bn hng ch qua mt cuc in thoi (90% cc cuc gi in cho hng u khng phi nh vy), bn cn to ra s tin tng cn thit t c ln tip xc tip theo.

V, Ngh thut giao tip


1, Th bn hng nu bn vit n
Mt bc th bn hng quan trng nh th no? Mt gim c iu hnh cng ty nhn c hng trm th bn hng mi ngy cc loi: Th gii thiu, th gi km theo bi vn, th gp mt, th sau bui thuyt trnh, th thm d v th thng tin, th cm n t hng bn s c c tng t nhng bc th ny. Hu ht cc bc th u mang mt mc ch ring. Ni dung ca chng khng hay lm v khng gy cm hng. Tt c u lm l. K nng vit th bn hng l mt phn quan trng ca qu trnh bn hng v n to ra n tng v bn v cng ty bn khi khch hng c n. y l mt cch cc bc th mang li hiu qu. Nu bn vit mt bc th tuyt vi, h ngh bn hn l nhng ngi tuyt vi v ng tin cy. Nu bn vit mt bc th sng to, h ngh bn tht sng to v nhiu nng lng. Cn nu l mt bc th ng ngn Mt vi ngi bn hng thy kh vit th. Bn thn vic vit th bn hng ti Vit Nam b rt nhiu ngi coi l ng ngn. H cm thy kh m vit th bng ging vn ca chnh mnh. Nu nh bn bt u ngh v chuyn vit mt l th bn hng, th bn cn bit mt s nguyn tc khi vit. Sau y l mt vi quy tc v hng dn gip bn bin nhng bc th bn hng thnh mt hp ng thc th. 1. a ra mc tiu hay nhng im quan trng ca bc th ngay trong cu u tin. Bn thm ch c th s dng tiu cho bc th bn vit. 2. S dng nhng on vn ngn ( nhn mnh). 3. S th. B i nhng t khng lin quan n mc ch giao tip.
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4. Vit th ngn, 1 trang, 3 on. Bc th cng ngn, c hi khch hng c v hiu chng cng nhiu. 5. ng lm cho khch hng trin vng cm thy chn khi c th ca bn. Hy vit nhng bc th tht d hiu. Trnh dng t ng nng n. Hy xem nhng im di y thy liu nhng cm t ny c ng gi li hay khng. Hu ht cc trng hp l khng: S dng mi tn th hin s n iu Lm cho bc th tr nn d hiu S dng mi tn lm cho bc th ngn li S dng mi tn nhn mnh nhng im quan trng. nh du vo mi tn. 1. ng ni Cm n bn cho ti c hi thay vo hy ni: Chng ti t ho gii thiu vi bn. 2. ng in m tn ca bn. In m nhng g l quan trng i vi khch hng. Tn ca bn nm trong s nhng th t quan trng nht ca bc th. 3. ng bin bc th thnh mt k nnh b. 4. ng bn qu nhiu sn phm ch bn giai on tip theo ca chu trnh bnhng, ng thi to nim tin v mi quan h tt. ng s dng bc th mt phong cch bn hng, hy s dng n nh mt cng c bn hng. 5. Lm thm gi - mt cng vic khng mong i. Gi km mt bi bo hay mt vi th lin quan n cng vic kinh doanh ca khch hng hay mt bc minh ha hnh th v. Bit u c th g khin khch hng ca bn ngh rng bn c tiu chun h n tip bn. 6. Nhn cch ha bc th. Bc th c th cp n tr chi, con ci hay s kin. 7. Chc chn cho hp ng tip theo hn ngy gi c th. 8. Vit tay bt c ci g bn c th. 9. B ht trng t trong bc th. 10. Khng bao gi ni mt ln na xin cm n, knh tha, knh gi. Khng cn thit cm n khch hng ln na, hay dng qu nhiu knh trong bc th. Mt ln l , hai ln l khm, nn n. 11. Tuyt i khng vit sai chnh t. 12. Dng mt v d (trng hp tng t) khch hng c th lin tng. 13. In m nhng th c th li cun s quan tm ca ngi c ch khi no tht s cn thit. 14. ngh c hi m. 15. S dng mt kt thc hay, c tnh chuyn nghip Cm n anh/ch dnh thi gian xem bc thay ny. Ti s gi li cho anh/ch vo th Ba. 16. Ch k tn ca bn.
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17. Knh th, trn trngK tn Ti bt. Nu bn mun nhn mnh im quan trng ln th hai, hy s dng ti bt. y l mt nguyn tc kh khn. c li bc thc mt ngy sau khi bn vit. N tc ng n bn nh th no? Nu cu tr li l mong manh th bn c th bt u li t u. y l quy tc kh khn hn. T hi bn thn mnh xem bc th ny khc cc bc th ca i th cnh tranh nh th no? Gi s vic bn hng da trn bn gc ca bc th. Bn c thm nhng hp ng lm n khc ch? Bit nhng quy tc v luyt tp chng s khin nhng bc th ca bn c hiu qu. Nhng bc th hiu qu s dn ti mi quan h tt v nim tin vi khch hng. V kt qu l nhng hp ng lm n.

2, Hy lng nghe nhiu hn


Lng nghe l kha cnh quan trng nht ca qu trnh bn hng. Nhng n li l k nng yu km nht trong k nng bn hng chuyn nghip Mun bn c hng nhiu hn. Hy lng nghe nhiu hn. Cch nghe ging cha bao gi c coi l mt phn quan trng ca bt k nn gio dc no. Chng ti rt ngc nhin khi nhng k nng cn thit cho thnh cng ca chng ta li khng c dy trng. Chng ta nghe TV, i, a CD v hm sau chng ta thuc lng chng, kh th hay bi ht. Nhng nu v hoc chng, hoc con ci bn ni iu g vi bn, bn hi li ci g hoc ti khng nghe r anh y/c y ni g. Bn c thng xuyn ngh ngi khc lp li nhng iu h ni hay khng? Bn c thng xuyn nghe thy cu ni nh bn khng nghe ti ni ? C v i l do gii thch cho vic nghe km ny. Di y l nhng bi hc c bn: BI NGHE S 1. Hai chng ngi vt ln nht i vi vic nghe l: 1. Bn thng xuyn c mt kin (ca bn hay nhng g bn sp ni) trc khi bn bt u nghe. 2. Bn thng xuyn suy ngh, ng no trc khi bt u nghe, hoc trc khi nghe ht cu chuyn.
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BI NGHE S 2. Bn phi thc hin hai quy tc quan trng nghe hiu qu hoc bn s l ngi nghe km. 1. u tin nghe chm ch hiu. 2. Th hai, nghe chm ch tr li. BI NGHE S 3. Ngh v cch bn nghe ngay by gi: Bn c lm vic khc khi ngi ta ang ni khng? Bn c ngh v vic khc khi ngi ta ang ni khng? Bn c v nghe a ra nhn xt khng? Bn c i ngi ni dng li tr li v bn bit trc cu tr li khng? BI NGHE S 4. C i lc bn khng nghe ngi khc ni. Khi no iu ny xy ra? Sau khi bn trnh by r rng cu tr li ca bn. Sau bn b ngi ni ngt li. Khi bn quyt nh ngt li ngi khc ni vi iu. Khi ngi ni khng nghe iu bn mun nghe.

NHNG HNG DN CHO VIC NGHE. y l 15 li hng dn ti a ha k nng nghe ca bn, nng cao hiu qu nghe, gim li lm, khin cho khch hng vui v v gip bn bn c nhiu hng. 1. ng ngt li. 2. a ra cu hi ri im lng. Tp trung vo cu tr li ca ngi khc ch khng phi vo suy ngh ca bn. 3. S thnh kin bp mo nhng iu bn nghe. Hy nghe m khng a ra li xt on trc. 4. S dng ngn ng c th v nhng t nh l m, , ti hiu cho ngi khc bit rng bn ang lng nghe h.
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5. ng ni xen vo trc khi bn nghe ht ton b tnh hung. 6. Nghe hiu mc ch, chi tit v kt lun. 7. Lng nghe mt cch ho hng. Bn c th ngt li ngi khc bng cch im lng hoc ghi chp li. 8. Bn cng nn nghe c nhng th khng c ni. Nhng ng ny thng quan trng hn nhng iu c ni ra. Gi : Ging iu ca bi ni s phn nh ngha hm n ca n. 9. Suy ngh gia cc cu ni v trong sut thi gian im lng. 10. Hiu k nhng iu c ni (v c nhng iu khng c ni) trc khi bn mun ni iu g. 11. a ra cu hi chc chn bn hiu ht nhng iu va c nghe. 12. a ra cu hi chc chn ngi ni ni ht iu h mun ni. 13. Th hin rng bn ang nghe bng cch a ra vi phn ng. 14. Nu bn suy ngh trong sut thi gian ni, hy ngh v cch gii quyt. ng a thm vn no. 15. Trnh s ng tr. Tt chung in thoi. ng ca li. u c th gin, ngi hoc ng cnh nhau. BI NGHE S 5. iu g lm cho mi ngi khng tp trung nghe: i khi ngi ta s phi nghe nhng th c ni, do h khng nghe. ng s nghe. i khi bn nghe v/chng, cha m, con ci mt cch hin nhin. i khi bn b m nh trong tm tr vi nhng vic khc. i khi bn th l, bt lch s. i khi ai lm bn kh chu v bn khng nghe h ni. i khi bn qu nhiu vic trong tm tr mnh. i khi bn bit ngi ang ni v bn c thnh kin vi h.
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i khi bn khng tn trng ngi khc v qu trnh nghe b t on. i khi bn ngh bn bit nhng g sp c ni. i khi bn ngh bn bit tt choc l tt c. C nhiu b quyt tr thnh ngi nghe tt, nhng mt b quyt cha ng tt c nhng b quyt ny, l:

ng ni g!
3, Hc cch nghe bng 3 t: ng ni g!
Bn s rt ngc nhin khi bit rng mnh hc c bao nhiu t vic gi im lng. Ngi ta ngh bn thng minh hn nu bn gi im lng. Bn hc c nhiu iu t vic nghe hn vic ni. Lng nghe mt cch hiu qu em li nhiu hp ng lm n. Lng nghe l mt phn quan trng nht ca qu trnh bn hng nhng n li l phn yu km nht trong k nng bn hng chuyn nghip. Lng nghe hiu qu i hi phi luyn tp thng xuyn nhm nng cao hn k nng lng nghe. Sau y l 18 cch bn c th luyn tp: 1. Nhn thng vo ngi ang ni 2. Tp trung n t ng v ngha ca chng 3. Hn ch vic xao lng khi nghe 4. Hnh dung ra tnh hung ang c ni n 5. Hnh dung cu tr li v cch gii quyt ca bn trc khi tr li 6. Lng nghe vi tinh thn ci m, khng c thnh kin khi nghe 7. Lng nghe ni dung khng cn quan tm n c th hin nh th no 8. S dng li ni ph ha khi nghe th hin s quan tm vi ni dung khch hng ang trnh by 9. Vit mi iu khi ngi khc ang ni, ghi nhanh 1 t hn l ngt mch suy ngh ca ngi khc:
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gi mch suy ngh gy n tng vi ngi khc gi php lch s tip tc nghe thay v ngt li ngi khc 10. Thnh thong nn xc minh li tnh hun trc khi tr li 11. Hiu r tnh hung bng cch a ra cu hi trc khi a ra hi p hay cu tr li 12. ng ngt li ngi khc cho d bn bit trc cu tr li 13. Im lng i do trong mt gi 14. ng ni g trong 30 pht u tin khi i n cng nhm bn 15. a ra cu hi phn loi 16. a ra cu hi by t s hng th hay s quan tm 17. a ra cu hi c nhiu thng tin hay hc hi c nhiu hn 18. T hi bn thn bn c ang nghe ngi khc ni nh bn mong mun ngi khc nghe bn ni hay khng? Tm ra nhng ngi nghe km Ngi dng nh bit tt c cc cu tr li thng l ngi khng nghe Ngi ngt li ngi khc thng khng nghe (hoc t nht khng l ngi nghe tt) Hy kim tra s t gic nghe ca bn C gng im lng trong mt gi C gng khng ni trong mt nhm ngi C gng im lng trong mt ba tic

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Nghe chm ch hiu trc khi nghe chm ch tr li.

4, Hng ti cuc giao tip tch cc khng li lm


Khi ai ni chuyn vi bn, thng bo cho bn v d n, ngh bn lm vic g , phn cng nhim v cho bn, c mt cuc giao tip kinh doanh hoc ch cn s thin . ..... y l mt phng php nhm xa b s hiu lm v cc li lm.

a, Tp trung vo ngi giao tip Dng li bt k vic g bn ang lm. S xao lng thng gy ra li lm . Quan st ngi ang ni .Ngi ta giao tip bng ngn ng li ni v khng li ni. Lng nghe bng mt v tai. S dng ngn ng c th nng cao cng nghe.

b, Vit li cuc giao tip Vit thng ip hay nhim v lm gim 90% li lm

c, Nhc li Vic nhc li lm cho ngi giao tip cm thy yn tm khi bn hiu li h ni. Lp li cc s ch ngy, thng, lp li cc con s hai ln.

d, C s xc nhn Ngi giao tip cn bit chnh xc xem bn nhn v hiu ng thng tin.

e, Th hin nhng g bn ni
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Pht biu l mt phn quan trng nh nghe, vit , v xc nhn c kt hp vi nhau. Giao tip khng li lm thc s cn thit cho bn

VI, Ngh thut x l phn i


1, S phn i
Xc nh s phn i tht s. Mi lc mi ni. Liu s t chi c tht s l s kt thc? Khch hng ni Ti phn i!, liu c phi l s tht? l s t chi tht s, l mt mo lng trnh, hay mt li ni di? Ni mt cch hoa m, l s phn i hoc mi quan tm, n thc s l l do m khch hng khng mua ti thi im ny. Ci m khch hng hoc khch hng tim nng tht s mun ni l, Bn cha bn c cho ti. Khch hng ang thc s i hi c thm thng tin hoc c thm s bo m. C rt t nhng li t chi tht s. Tt c ch l nhng mo lng trnh. iu ny cang ftro nn phc tp bi thc t l ngi mua thng che giu nhng l do phn i tht s. Ti sao vy? H khng mun lm tn thong bn, h bi ri, hoc h s ni s tht. Mt li ni di nh nhng s dc dng hn nhiu, thun tin hn nhiu, v t cng thng hn so vi vic phi ni ra s tht. V vy, h ch ni mt iu g lng trnh bn. C 10 mo lng trnh/ li ni di nh nhng ph bin nht: 1. Ti mun nghin cu thm mt cht. 2. Chng ti chi ht tin. 3. Ti bn lun v iu ny vi ngi cng s (lut s, k ton, v, nh mi gii ) 4. Ti cn c thi gian suy ngh. 5. Ti khng bao gi mua qu vi vng ti lun dnh thi gian ngm ngh. 6. Ti vn cha sn sng mua.
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7. Hy quay li sau 1 thng na. Lc , chng ti s xem xt. 8. Cht lng khng quan trng lm. 9. Cng vic kinh daonh hin gi ang khng tt. 10. i din qung co ca chng ti ph trch vic ny. Chng ti c ngun cung cp tin cy. Chng ti cn hai bn na cho hng cnh tranh, Vn phng chnh ca cng ty c trch nhim quyt nh mua mi th, v Gi ca bn qu cao, cng l nhng li t chi ph bin sau 10 li t chi ph bin nht bn trn. Vy u l s phn i tht s? Hu ht nhng phn i tht s u khng c ni r 90% nhng ln khch hng tim nng ni Ti mun nghin cu k hn v iu ny, hoc a ra mt cu ni lng trnh, h ang tht s ni v mt iu g Di y l nhng phn i tht s Khng c tin. C tin nhng dch v ny qu r tin, chc ti khng th mua c. Khng th c khon tn dng cn thit. Khng th t quyt nh. Khng c thm quyn chi qu s tin hoc khng c s chp thun v mt ti chnh ca ai . C mt iu g trong suy ngh nhng h s khng ni vi bn. C mt ngi bn, mi lin h, hoc mt mi quan h tt p trong kinh doanh. Khng mun thay i nh cung cp. Mun tm hiu thm t nhng nh cung cp khc. ang qu bn rn vi nhng vic quan trng khc. Cha cn (hoc ngh rng khng cn) sn phm ca bn hin ti. Ngh (hoc bit rng) gi ca bn qu cao so vi th trng.
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Khng thch hoc khng c s tin cy vo sn phm ca bn. Khng thch, khng tin vo cng ty bn. Khng thch hoc khng tin tng vo chnh bn. Tm ra s phn i tht s l yu cu u tin ca cng vic. Tm ra s phn i tht s no .Sau vt qua n v bn bn c hng. Bn c th vt qua s t chi mt cch hon ho, nu khng phi l s phn i tht s. bn s phi vt c suy ngh ti sao bn khng bn c hng. Khi bn gp mt s phn i, bn phi xc nh liu n c phi l s phn i tht s v duy nht. anh gi s phn i v vt qua n u quan trng nh nhau. Vn l ch hu ht nhng ngi bn hng u khng th tip cn c vi s phn i tht s v khng chun b vt qua khi iu xy n. Ti sao? H thiu s hiu bit v nhng c m k thut ca sn phm H thiu nhng cng c bn hng. H thiu t tin. H khng chun b trc Bi thuyt trnh ca h khng y . Hoc do nhiu nguyn nhn trn kt hp to thnh. Gi qu cao l li t chi ph bin nht. vt qua n, bn phi tm hiu cho c khch hng tim nng tht s mun m ch iu g hoc mc gi no l qu cao. Mt na trong s ln bn nghe cu , bn tht bi. Mt na s ln cn li bn c th bn c hng, v khch hng tim nng s mua hng nu bn c nhng cu ni thch hp.

2, Nhng phn i trong thc t! - Nhng gii php trong thc t!

Vt qua phn i tht s Nhng li phn i. Ti yu nhng phn i. Vt qua chng l mt th thch tht s i vi mt ngi bn hng.
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Khch hng khng thc s ni khng; h ch ni khng cho hin ti. Mt s phn i c th ch ra s thch th ca khch hng i vi sn phm. Cch tt nht vt qua s phn i? Phng chm ca nhng hng o sinh l hy sn sng! Nhng, bi v hu ht nhng ngi bn hng u khng sn sng, phn ny s cp n mt phng php kh hiu qu. Ti sao s phn i li xy ra? 1. Bi v c nhng nghi ng v nhng cu hi khng c tr li trong suy ngh ca khch hng tim nng (i khi c to ra bi nhng ngi bn hng). 2. Bi v khch hng mu n mua hoc thch mua nhng c n tm hiu thm, hoc mun c mt v lm n tt hn, hoc phi c s chp thun ca ngi th ba. 3. Bi v khch hng tim nng khng mun mua. Ti m bo rng bn s gp phi s phn i nu Bn khng nh gi y khch hng (h c phi l ngi ra quyt nh tht s? H c tht s tim lc mua? Mc nhu cu v ham mun ca h?) Bn khng to ra c nhu cu. Bn khng xy dng c s hiu bit ln nhau. Bn khng to ra c s tin cy. Bn khng tm ra c im mu cht. Bi thuyt trnh ca bn khng thuyt phc. Bn khng on trc c nhng phn i trong bi thuyt trnh v vt qua n trc khi khch hng tim nng c th nu ra. Di y l by bc xc nh s phn i tht s v vt qua n. 1. Chm ch lng nghe s phn i c a ra Xc nh xem n l mt s phn i hay ch l mt mo lng trnh. Khch hng tim nng s thng lp li mt s phn i nu l phn i tht s. Hy cho h ni r v n.

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Bt chp l phn i nh th no, trc ht hy ng vi khch hng. iu ny s cho php bn phn i kho lo m khng lm n ra mt cuc ci v. Nu bn tin l mt cch ni lng trnh, bn phi khng cho h i ti mt phn i tht s nu khng bn s khng th tip tc c na. Nu bn tin l mt cch ni lng trnh, hoc mun c bit r thm, hy th nhng cu m u ny tm n s tht. Anh khng tht s c rng? Anh ang ni vi ti, nhng ti nghl anh mun m ch mt iu g khc. Thng l mi khi khch hng ni v i ti iu , theo kinh nghim ti thy rng h tht s ang phn i v chuyn gi c. Anh cng cng kin nh vy phi khng? 2. Hy xc nh iu l mt l do phn i duy nht. Hy hi v s phn i , hi khch hng xem liu c phi l do duy nht m h khng mua hng ca cng ty bn hay khng. Hy hi liu cn c l do khc ngoi l do khng. 3. Khng nh. Hi li cu hi ca bn theo cch khc tm hiu v mt iu g ln th hai: Ni cch khc, nu khng phi v, anh s s dng dch v ca chng ti phi khng anh Sn? 4. nh gi s phn i chun b kt thc bn hng. Hy hi nhng cu hi theo cch nu ra c nhng gii php:V vy, nu ti c th chng minh uy tn ca chng ti hoc: Nu ti c th ni rng nhng iu khon cho anh hoc c th ni: Liu iu c chng ti tr thnh i tc cung cp dch v MegaVNN cho doanh nghip ca anh khng? 5. Tr li nhng phn i theo cch c th hon ton gii quyt c vn , v theo cch m ngi mua phi a ra cu tr li c. Lc ny, hy s dng tt c cc cng c m bn c.l Nu bn c mt qun t ch bi, hy a n ra ngay lp tc (biu so snh, mt d n c bit) Hy qun gi c i hy ch ra nhng chi ph, ch ra nhng gi tr, nhng s so snh v chng minh nhng li ch mang li. Nu bn khng th tr li cho khch hng theo cch khc hac lm cho bn khc vi nhng i th khc, bn s khng bao gi thnh cng trong v bn hng ny hay bt c v lm n no khc.

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S hiu bit v sn phm, s sng to, nhng cng c bn hng, nim tin vo bn thn, sn phm v doanh nghip bn, kh nng giao tip ca bn s cng c th hin trong giai on ny. Bn phi phi hp gia k nng bn hng v s bo m, tin cy, uy tn, sc thuyt phc mt cch nhp nhng lm cho khch hng tim nng phi ng vi bn. 6. Hy a ra cu hi kt thc, hoc giao tip vi thi t tin. Bn hy a ra cu hi v cu tr li cho cu hi s khng nh vic mua hng. Nu ti c th anh s l cu hi thng dng nht kt thc v bn hng. Ti chc chn rng chng ta c th hp tc. Ti xc nh vi Ban gim c. Nu ti c tip tc cng vic, ti chc chn rng chng ta s c mt hp ng lm n, hoc Ti c th gp bt k ngi no ra quyt nh hon tt vn ny. Hy s dng nhng tnh hung tng t khi bn kt thc vic bn hng. Mi ngi u mun bit ngi khc lm nh th no trong tnh hung tng t. Hy hi Ti sao iu ny li quan trng vi anh? Sau s dng cu Nu ti c thanh s? 7. Khng nh cu tr li v vic mua hng (bng vn bn khi c th). Bin khch hng tim nng thnh khch hng thc s vi mt cu hi khng nh nh: Anh mun chng ti bt u trin khai hp ng khi no? Lc no chng ta bt u l tt nht? Ngy no th tin nht tin hnh lp t? ng mun c giao hng ti a im no? Quan st s phn i C v s nhng bi vit v s kt thc v vt qua s phn i. Phng chm ca ti l hy hc cng nhiu cng tt nhng k thut t cc cun sch, bng a, v nhng cuc hi tho bn c tham gia.

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Sau , bn hng theo cch bn khng bao gi phi s dng ti chng- bng cch xy dng nhng mi quan h v tnh bn. i khi bn b ngn cn khi nhng mi quan h hoc tnh bn, v tt c nhng k thut khng cn. l l do ti sao bn phi bit tt c v chng. Bn mun c nhiu th thut hn? C hng nghn th thut. Mt th thut tt l c c s chp thun v s khng nh t pha khch hng tim nng trong sut qu trnh bn hng. iu ny to ra khng kh thun li cho vic kt thc bn hng. Hy c tt c cc cun sch; hy nghe tt c cc bng a. Mi th u cha ng nhng phng php kt thc hoc nhng cch thc vt qua s phn i. V tt c u cha ng nhng tng c th s dng c. Cng vic ca bn l p dng nhng k thut ph hp vi hon cnh v tnh cch ca bn. Khng c hai ngi bn hng ging nhau. Nhng th thut hiu qu nht l khng c th thut no c - l mi quan h bn b. l mt quan h thn mt, ci m v y tnh ngi.

3, Ngn chn s phn i - Mt phng php mi c th bn hng thu n li


Nu lng trc c nhng s phn i, bn c th ngn chn chng xy ra. Gi ca bn qu cao. V vn. Bn c ght nghe cu ni khn g? l s phn i thng gp nht trong qu trnh bn hng. T i sao ngi bn hng lun phi nghe? Khng c s phn i no mi ht. Bn bit tt c v chng. Bn c th tng tng c tnh hung mt khch hng tim nng ni, Gi ca bn qu cao, v bn p li, Tht vy sao, ti cha tng nghe ai ni vy. (Thc ra bn c th p li theo cch khc hay hn). D bn hot ng trong lnh vc kinh doanh no, c khong 5 n 20 l do khin khch hng khng mua vo thi im . Mt s li phn i ch l mo lng trnh k thut tr hon hoc lng l m mt khch hng tim nng khng mun ni khng. C s phn i v mo lng trnh u c ngi bn hng xc nh bng mt t: tht vng. Vy th, y l cch gii quyt nhng s phin toi y: ngn chn s phn i bng cch tho lun v chng trong bi thuyt trnh ca bn trc khi khch hng tim
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nng c c hi nu chng ra . Ngn ch n l phng php hu hiu nht gii quyt nhng phn i. Di y l qu trnh ngn chn: Xc nh tt c nhng kh nng phn i c th c. Cng khch hng g p g nhng i din bn hng. Suy ngh v nhng phn i c th c. Hi h v 10 s phn i hay gp nht. H s ni rt chi tit v chng. Hy ghi li chng. Lp mt bng chi tit v nhng phn i l ban c th lng trc nhng phn i ging nahu thng c nu ra theo nhng cch khc nhau. Tm ra nhng cu tr li bao gm c cu hi kt thc bn hng cho nhng phn i . ngn chn s phn i, bn phi chun b. Bn c th mt thi gian thc hin iu ny. Hy thc hin n cng nhm ca bn v c th vi c mt s khch hng. Vi mi mt phn i hy a ra mt s p n. Pht trin cc cng c bn hng nhm thc y v h tr tt c nhng cu tr li. Cc loi giy chng nhn, nhng biu so snh v ti liu h tr c th gip nhng phn i. Cc cng ty phi chun b mi th cn thit h tr nhn vin bn hng, to cho h s t tin c th bn hng d dng hn. Tp cch tr li. Sau khi nhng cu tr li c vit ra hy luyn tp lm quen vi nhng tnh hung gi nh v c gng thc hin n t nhin. Thay i nhng cu tr li. Sau khi luyn tp, chc chn s c nhng iu cn thay i trong nhng cu tr li. Hy thc hin iu ngay lp tc. Thc tp tr li khch hng. Hy gp g mt hoc hai khch hng c vn . Ni vi h nhng g bn ang lm h s cm thy c tn trng v bn c quyt tm v h thng s ni vi bn nhng cm ngh tht s v nhng cu tr li ca bn. Thay i ln cui da trn thc t. Han cnh thc t lun lm thay i mt cu tr li hoc mt cch tip cn. Sau ghi li tt c nhng thay i. Lu gi nhng ti liu trong mt cun s. Hy da cho tt c nhn vin bn hng bn photo ca nhng ti liu . Bin php ny cn mang li mt li ch na l mi khi mt nhn vin mi c tuyn dng, h s c th tip thu thng tin ngay lp tc.

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Thng xuyn tho lun v nhng thay i. Thng s c ai pht hina nhng bin php mi tt hn. Nhng iu ny va n gin li hiu qu. Vn l phi lung trc nhng s phn i v tm ra phng n tr li trong bi thuyt trnh ca bn n khi bn thuyt trnh xong, s chng c g ng phn i na. Bn c th tham kho 8 cng c v cum t di dy ngn chn s phn i. Bn cng c th thm vo nhng phng n tr li v a ra trong bi thuyt trnh ca mnh. 1. Nhng tnh hung tng t - c th k nhng cu chuyn v khch hng gp vn hoc khch hng c nhng li phn i tng t nhng cui cng h vn mua hng bt chp nhng phn i . 2. Nhng giy chng nhn c th gip kt thc vic bn hng, v d Theo ti gi nh th ny l qu cao, nhng sau mt nm hot ng vi chi ph bo tr thp, ti thy rng tng chi thc s gim 20% so vi nm ngoi. Cm n ngi trao i iu ny vi ti. 3. Mt cu chuyn hoc mt bi bo vit v sn phm ca cng ty hoc ca bn to s ng h v tin cy. 4. Biu so snh hy so snh tng kha cnh vi i th cnh tranh v s dng chng mi khi khch hng tim nng ni rng h mun kim tra cc ngun cung khc. 5. Hy ni, Theo kinh nghim hot ng, chng ti thy rng mt trong nhng li dn dt hiu qu nht ngn chn s phn i. 6. Hy ni, chng ti lng nghe khch hng. H quan tm v y l nhng g chng ti lm khch hng tim nng thy khng c g phi phn nn, thy c bn lng nghe v phn ng ra sao. 7. Hy ni Chng ti tng tin rng nhng chng ti thay i v hin nay chng ti nh mt phng php ngn chn khch hng nhc li nhng im hn ch (ni ting v dch v km, gi cao) 8. Hy sn sng Bn bit khch hng s phn i. Bn tng nghe v n. Hy chun b sn sng nhng cu hi, cu tr li, v nhng cng c bn hng khi chng xy ra.
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Nu bn c th vt qua s phn i ngay trong lc thuyt trnh, trc khi khch hng tim nng nu ra, bn s d bn c hng hn. Vt qua mt lot nhng phn i Mt v bn hng bt u khi khch hng phn i. Thng th ban u khch hng s khng ni cho bn bit phn i tht s, h chi lng trnh. Mt ngi bn hng snh si c th vt qua nhng mo lng trnh v tm ra nhng l do phn i tht s. Nhng phn i thng gp nht l Ti mun suy ngh v n. Ti mun kim tra t hai nh cung cp na. Gi ca bn qu cao. Ti phi trao i v iu ny vi cng s ca ti (ng ch, hoc v) Ti hi lng vi ngun cung cp hin ti. Chng ti chi ht ngn sch dnh cho nm nay. Hy quay tr li y sau su thng na. i khi l nhng phn i thc s. Nhng chng thng l nhng mo lng trnh, hoc ti t hn, l nhng cu ni khng thnh tht. Cha kha vt qua nhng li t chi kho nm : S hiu bit v nhng k nng bn hng. S hiu bit v sn phm. S hiu bit v khch hng tim nng. Mi qaun h vi khch hng tim nng. S sng to ca bn. Thi ca bn. Thin ch gip ca bn i vi khch hng tim nng. S kin tr ca bn.
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Nhng iu ny khng lin quan g n gi c, mt s iu c th lin quan n chi ph. Nhng tt c u lin quan n gi tr. A, Bn s ni g nu khch hng tim nng ni: ti suy ngh Khch hng tim nng ni rng ti ngh ? Bn c thch nghe iu ny khng? Bn ang mi cng ty Dch v Marketing ng k s dng gi dch v MegaPro. Anh Sn rt thch dch v ny nhng li ni vi bn mt cu rt c in rng s suy ngh v n. Suy ngh v n l mt cu ni lng trnh, khng phi l s t chi tht s. Bn ch c th bn c hng nu bn bit u l s t chi thc s v vt qua n mt cch khn kho. iu ny s lm cho anh Sn t b thi khng hp tc v hng ti vic t hng: Nhn vin kinh doanh: Hay qu, anh ngh v n tc l anh thch n, ng khng ? Anh Sn: Vng, ng vy y. Nhn vin kinh doanh: Nhng khng phi anh ni mun suy ngh v n tng c ti i y ch nh? (ni vi v hi hc). Anh Sn: khng, khng u. (ci) Nhn vin kinh doanh: (ni nghim tc) Chc anh cng bit mng Internet rt l quan trng. Nht l gi dch v Mega Pro vi tc rt cao chuyn dnh cho doanh nghip. Chc chn n s phc v tt h thng thng tin v qun l ca cng ty anh vi cht lng tuyt vi. Vy anh c cn bn bc vi ai v quyt nh lp t khng? (ng rng: anh c phi l ngi quyt nh duy nht hay cn c ai khc tham gia? Anh Sn: khng, ti t quyt nh c vic ny. Nhn vin kinh doanh: Vy ti sao chng ta khng cng bn bc v vic ny. nu anh c cu hi no ti c th tr li trc tip. Th l hay nht ng khng anh? Cn by gi anh bn khon iu g nu thu bao gi dch v ny? (Lc ny, bn s bt u hiu c s phn i tht s)

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GHI CH: Nu anh Sn ni s phi trao i vi ngi khc, bn cng phi tham gia trao i trc tip vi h, nu khng bn s tht bi. B, Bn s ni g nu khch hng tim nng ni: Chng ti tht s chi ht tin! Chng ti chi ht tin l mt trong nhng cu t chi ph bin nht m mt khch hng tim nng c th ni vi bn. Nhng hy nh rng ch c mt na s ln ni ra l nhng li t chi thc s. i khi bn c th tm c mt ngun ngn sch khc. i khi bn c th gp mt ng ch ln hn a ra nhng thay i hay nhng ngoi l. i khi khch hng tim nng ni nh vy ch lng trnh bn. i khi l s tht nhng ti thch kim c nhng ng tin t nhng li ni di. vt qua s t chi ny, bn phi bit khch hng ni tht hay khng. C th c mt vi n trong cu ni Chng ti chi ht tin: Chng ti khng lc mua sn phm, hoc chng ti c th mua sn phm vi gi r hn (hoc tt hn), hoc Chng ti khng mun mua sn phm ny ca anh (hoc cng ty anh), hoc Chng ti hi lng vi nh cng cp hin ti. Di y l mt vi tng c th lm cho khch hng tim nng t b thi lnh nht. Tha anh, cho php ti tr nh by vi anh v chnh sch tr chm ca cng ty chng ti. Nu anh k mt hp ng thu bao dch v ca chng ti hai nm, chng ti c th chp nhn vic tr chm trong su thng, thm ch tng thm nhiu chng trnh khuyn mi cho cng ty. Nu dch v ca chng ti c th gii quyt c vn , anh cn c kh khn no khc v ngn qu khng? Ai l ngi quyt nh vic chi ph, qun l ngn qu? Khi no chng ti c th gp c h? tm hiu xem liu khch hng c tht s khng tin mua hng hay khng, di y l nhng phng php tuyt vi m bn c th s dng.

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Nhn vin kinh doanh: Nu ngn sch cha s dng ht, anh s mua hng ca chng ti ch? Khch hng tim nng: C ch, tt nhin l c! Nhn vin kinh doanh: Khi no th cc anh hp bn k ton ngn sch tip theo? Khch hng tim nng: Thng By. GHI NH: Bn phi hi nhng cu hi sau y v ghi li nhng cu tr li? Chng ti nn a ra xut di dng no? Hn cht l bao gi? Ti nn gi bn xut ti ai na? Khng cn tin l mt trong nhng li t chi kh vt qua nht bi bn khng th bit chnh xc c phi l s tht khng. Nu n l s tht, s cn c s theo di cht ch. Nu bn a ra mt ngh v ti chnh, ngh phi chnh xc, khng c bt k s st no, tt c nhng iu kin v iu khan phi r rng v ng hn. Bn phi chc rng khch hng tim nng mun mua hng ca bn . Khi bn s c c hi t c mt v mua bn tim nng trong nm nay v li ha mua hng vo nm sau. C, Bn s ni g nu khch hng tim nng ni : Ti mun tm hiu thm t hai nh cung cp na Tht ng tht vng khi bn va thc hin xong mt bi thuyt trnh tuyt vi, bn bit rng bn c sn phm tt nht, bn gii thch tt c nhng li ch, nhng khch hng tim nng li ni rng Ti mun kim tra t hai nh cung cp na. Bn s lm g hoc ni g bn c hng ngay lc . Ngi bn hng tt nht c o to i ph li nhng li t chi v kt thc bn hng nhng thi im thch hp. H n thuyt trnh vi tt c nhng cng c c chun b h tro h bn c hng. Dc y l mt k thut bn hng t c s dng nhng li l mt cng c bn hng hu hiu c th gip bn bn c hng v gy n tng vi khch hng tim nng bng s thu o v trit . Bi cnh: anh Sn mun lp mng Internet phc v mc ch tm kim thng tin v m rng lin lc, thun tin hn v nhanh hn trong kinh doanh. Anh Sn chn gi dch v MegaPro, lng nghe li thuyt trnh t vn ca bn, nhng li ni rng anh mun tm hiu thm nhng nh cung cp khc. y c th khng phi l s t chi tht s.
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Mc tiu ca bn trong hon cnh ny l lm cho ng Sn quyt nh dt khot hoc s k hp ng ngay hm nay hoc ni r l do t chi thc s. Hy th p dng nhng iu di y vi anh Sn khng quyt on. Nhn vin kinh doanh: Tha anh Sn, cng c rt nhiu khch hng ca chng ti mun nh vy trc khi thu bao dch v ca chng ti. Chc l anh mun bit r anh s c mt h thng mng tt nht vi dch v tt nht tng xng vi ng tin m anh b ra, phi khng ? Anh Sn: Vng, ti l nh vy. Nhn vin kinh doanh: Vy anh c th cho ti bit anh nh tm hiu c th v iu g c khng? Anh Sn: (Bt k anh ta ni iu g th cng l nhng l do t chi thc s - tr khi anh ta mun lng trnh bn) Nhn vin kinh doanh: Sau khi so snh nhng c im v thy dch v ca chng ti l tt nht, chc anh s ng k dch v ca chng ti phi khng? Anh Sn: ng , tt nhin ri. Nhn vin kinh doanh: Vng, rt nhiu khch hng ca chng ti cng mun so snh trc khi ng k nhng chng ta cng u bit rng nh vy rt tn thi gian qu bu ca anh. V vy, tit kim thii gain hn, chng ti cng tm hiu sn mt s loi hnh dch v ca cc nh cung cp khc cho anh. y l biu so snh v tc , cht lng dch v, hi lng ca khch hng v gi c anh tham kho. (Hy cho thy rng vic so snh rt d dng v ch ra cho anh Sn nhng mc m anh quan tm.) Biu so snh sn phm, dch v, gi c ca bn vi i th c th thuyt phc khch hng tim nng mua ngay thay v tham kho thm t nhng nh cung cp khc. D, Bn s ni g khch hng tim nng ni: Ti mun mua, nhng gi qu cao Mercedes-Benz l mt trong nhng hng t t nht th gii. Mt s ngi cho rng, gi qu cao, nhng cngt y vn bn hng nghn chic xe trn ton th gii. Mercedes l mt trong nhng cng ty hng mnh nht trn th gii. Gi qu cao l mt s phn i ph bin. vt qua n bn phai bit khch hng tim nng thc s mun m ch iu g. Gi s h mun mua ngay by gi, v ngi mua hng m chng ta ang thuyt phc l ngi c quyn ra quyt nh, thc s c th c nm n ng sau s phn i ny.
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1. Ti khng kh nng mua n. 2. Ti c th mua n vi gi r hn (tt hn) ni khc. 3. Ti khng mun mua ca bn (hoc cng ty bn). 4. Ti vn cha thy thuyt phc lm. Khong mt na s ln bn nhn c s phn i v gi, bn s khng bn c hng. Cn mt na cn li l cnh ca mang n cho bn c hi. Hy m n ra. Di y l mt s thm d nn th: Thm d kh nng mua hng Ng gi: Anh c th tr c bao nhiu? To ra cm gic khc bit: Qu cao? L nh th no? Ni v gi tr v tng lai Anh Sn, anh ang ch suy tnh n mc ch ngn hn. Trong khi chng ta ang ni v nhng gi tr u t lu di c mt i ngi. iu quan trng nht i vi ti l: Anh c mua ngay by gi khng nu chng ti gim gi? Nu khch hng tim nng ni c, bn s phi thay i iu khon, chit khu bng mi cch. im mu cht l chun b trc nhng cu tr li khi bn bit trc s phn i s xy ra. Nu khch hng tim nng thc s mun mua sn phm hoc dch v ca bn, h s tm cch chp nhn c gi c. Bi h ni gi qu cao khng c ngha l h khng mua. E, Bn s ni g nu khch hng tim nng ni: Ti hi lng vi nh cung cp hi n ti ng nn lng; bn s c c hi m ra v bt u mt mi quan h nu bn c th lm cho khch hng tim nng ni. Di y l 12 nguyn nhn ph bin khin khch hng tim nng hi lng vi nh cung cp hin ti: 1. Gi c hoc mt v lm n ln 2. Cht lng ca sn phm/dch v 3. C mi quan h kinh doanh c bit
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4. C mi quan h c nhn 5. mua hng t nh cung cp trong nhiu nm 6. Khng bit nh cung cp no tt hn ch ngh rng h c c hp ng tt v dch v tt. 7. Nh cung cp gip ti khi ti cn 8. Dch v tuyt vi 9. D tr ln c th gi bt c khi no 10. Cc dch v c bit ha/ u i 11. c ngi khc gii thiu 12. Li bing, c nh cung cp, khng mun thay i. Cha kha vt qua s phn i ny l: 1. Tm ra s bt u ca mi quan h gia khch hng tim nng vi ngun cung cp hin ti 2. a ra hai cu hi m quan trng: Anh hi lng iu g nh cung cp hin ti?, Anh s thay i nhng g nu c th? 3. Nu bn c c hi a ra mt s thng tin, hy lm cho chng tr nn n tng. F, Bn s ni g nu khch hng ni: Ti cn s chp thun ca vn phng cng ty Hn mt na s ln bn nghe thy li ny l nhng li ni di mt mo lng trnh lm cho ngi nghe tht vng. Thch m s phn i ny to ra l phi tm hiu liu c phi l phn i tht s hay khng. Hy hi khch hng tim nng nhng cu hi v qu trnh ph duyt ca vn phng cng ty: Vic ny ko di bao lu?.. qua bao nhiu khu? Mt ngi hay mt hi ng quyt nh.. Thch khch hng tim nng: Khng vn g. Ti hiu. Anh hy lin lc vi h ngay by gi. Ti s ch v tr li bt c cu hi no. Mc ch l kim chng xem h c ni ng s tht hay khng.
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Hng cu hi vo mc teieu khai thc khch hng tim nng. Bt k khch hng tim nng c ni tht hay khng, cu hi mu cht l: Nu anh khng cn s ng ca Vn phng cng ty th anh s mua hng ch? Hy tm cch gii quyt nhng vn xung quanh. Ngn chn s phn i bng cch nh gi tr c.Trc khi hn gp bn phi chun b nh gi mt cch y v chnh xc v khch hng tim nng. Nu bn tht s mun c c v kinh doanh, hy tin ti v ng vn phng cng ty no ngng ng bn. G, Bn s ni g nu khch hng tim nng ni:Ti phi bn bc iu ny vi Khi bn nghe thy iu ny, bn phi hiu rng bn lm iu g sai lm. Bn khng nh gi tt khch hng? By gi bn phi lm g? Khi nhng ngi khc cn chp thun s hp tc, bn cnh vic nh gi khch hng tt hn, bn phi thc hin bn bc hnh ng sau 1. C c s chp thun c nhn ca khch hng tim nng. Hy thuyt phc khch hng tim nng xc nhn bn v sn phm ca bn vi ngi khc, nhng ng h (hoc bt c ai khc) thc hin bi thuyt trnh h bn. 2. Quan h tt vi nhm ra quyt nh ca khch hng tim nng . Bng vic quan h tt vi nhm ra quyt nh ca khch hng tim nng, bn c th thuyt phc uc khch hng tim nng ng v pha bn trong cuc bn hng. 3. Thu xp gp mt vi tt c nhng ngi ra quyt nh. Hy lm iu ny bng bt k cch no. Hy a ra mt s thi im c th gp mt. Hy s dng nhng thi im c th lm l do quay li v cng c cuc hn vi nhm ra quyt nh. 4. Thc hin li ton b bi thuyt trnh. Bn phi lm vy nu mun bn c hng. Nu khng, hy t b khch hng tim nng. H ang mun nh vy. H, Bn s ni g nu khch hng tim nng ni Hy quay li sau su thng na Liu c phi l cch t chi kho? Bn c sn safng hay dng cm bit r iu ny.

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Khch hng tht s ni khng. vt qua s lng trnh ny, bn phi tm hiu u l ro cn trn con ng bn hng ca bn. Khch hng c tht s mun sn phm ca bn? cn c ai khc? Gi ca bn qu cao? Khch hng tim nng c kh nng mua ca bn? Nhng l do thc s cho s t chi ny l: Bn khng xy dng c s hiu bit ln nhau Bn khng xy dng c s tin cy ni khch hng Bn khng to ra c nhu cu Bn khng xy dng c gi tr Bn khng to s tin tng Bn khng to c mong mun Bn khng to c cm gic cn phi mua ngay

Bn lm tt c cc iu trn m khch hng khng ni vi bn s tht. nu bn ang c tm hiu s tht bn trong s phn i ny, hy c gng tm hiu su them mt cht, l do tht s c th l: H khng phi ngi c quyn quyt nh H khng c tin H khng thch cng ty ca bn H khng thch sn phm ca bn H ngh rng gi bn qu cao H c quan h hoc bn b mua c sn phm ging nh bn theo nhng cch khc H khng thch bn Hy th nhng cu hi sau C iu g khc bit trong su thng na? C l do c bit no khin ngi mun ti quay li sau su thng na? iu g ngn cn ngy mua hm nay? Cu hi ln: Bn c sn sng tm hiu khch hng tim nng? Bn c can m hi h ngi c tht s ni khng?
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Nu bn mun bt u qu trnh vt tr ngi ny v tm hiu v c hi bn hng ca mnh, hy thc hin mt hoc kt hp thc hin nhng iu sau: Hy hi khch hng tim nng c phi ch thn ngi mua sau su thng na? Hy tm hiu xem cn ai tham gia vo vic quyt nh quyt nh s c a ra nh th no? Hy hi khch hng tim nng Ngi c th mua ngay by gi v thanh ton sau su thng na c khng? Hy ch ra rng nu mua by gi khch hng s tit kim c mt phn gi mua sau su thng na Hy ch ra vic mua chm c th khin tng chi ph so vi by gi Hy chi ra s khc nhau gia chi tiu v chi ph Cu tr li ln: Bt k li ni di c a ra khi no v thng th khch hng tim nng s ni di, th c mt s tht r rng l: mt cu ni lng trnh sau su thng, su tun hay su ngy th khng phi li ca khch hng. Bn khng hiu c mong mun, nhu cu, hoc s phn i tht s. khng phi l s i li l trch nhim trch nhim ca chnh bn.

VII, Ngh thut kt thc Ngh thut ca lng kin tr 1, Ngh thut kt thc
A, 20 tn hiu sm bo hiu rng khch hng tim nng sn sng s dng dch v ca bn Bt k cu hi no c a ra bi khch hng tim nng u cn c xem nh mt du hiu ca c hi mua hng. Cu hi: Khi no khch hng sn sng s dng dch v? Cu tr li: H ni vi bn (nu bn pht hin ra). Mi lin h gia bi thuyt trnh v vic kt thc bn hng l nhng tn hiu mua hng.

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Nhn bit nhng du hiu mua hng l bc u tin hng ti vic kt thc bn hng trong khoa hc bn hng. Hy lng nghe khch hng, h s a cho bn nhng tn hiu. Khi bn ang thuyt trnh, khch hng s c nhng c ch, nhng cu hi, xem xt dch v ca bn, hoc bng mt cch no cho bn bit h sn sng s dng. L mt ngi bn hng chuyn nghip, cng vic ca bn l phi nhn bit nhng tn hiu mua hng v chuyn n thnh mt hp ng cung cp dch v cho khch hng. Di y l 20 tn hiu gip bn nhn bit: 1. Cu hi v thi gian. Bao gi pha anh han thin hp ng cho chng ti? 2. Cu hi v thi gian hon thin lp t. Sau bao lu na th cc anh c th n lp t cho chng ti? Chng ti phi chun b g khng? 3. Nhng cu hi c th v tc , gi c, hoc nhng thng tin c kh nng chp nhn. Anh ni li cho chng ti mt ln na v gi ca tng gi cc? Ti khng bit l liu chng ti c nn s dng gi ny khng? 4. Bt k cu hi hoc cu ni no v tin. Ti phi chi tng cng bao nhiu? 5. Nhng cu hi tch cc v cng vic kinh doanh ca bn. Bn lm cho VDC c bao lu ri? VDC c phi l cng ty chi m th phn ln trong cung cp internet bng thng rng ch? 6. Mun c nhc li iu g . Bn ni g trc khi ni v gi tr hp ng nh? 7. Thng tin v nhng vn ny sinh vi nhng nh cung cp trc y. Trc y chng ti dng mng ca nh cung cp khc, nhng dch v ca h v cng ti t. K thut h tr chm. Hay xy ra trc trc. Pha ca anh/ch c chnh sch h tr th no? 8. Nhng cu hi v c im v cc la chn. (n s nh th no hoc bn s lm g?) l nhng tiu chun c nh hay ty la chn? 9. Cu hi v cht lng ng truyn. Mng chy c n nh v lin tc khng? 10. Cu hi v h tr k thut. Thi gian cc anh h tr k thut sm nht l sau bao lu?

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11. Nhng cu hi v nng lc (ca bn v ca cng ty). C ph i c sau 2 hi chung l ngi s c ngi nhc my v gip ti khng? 12. Nhng cu hi tch cc c th v cng ty. Nhng sn phm khc m VDC kinh doanh l g? 13. Nhng cu hi c th v dch v. C ch h tr bn hot ng nh th no? 14. Nhng chi tit v s hu dch v ca bn. Bn s t ng cp nht cho ti bng ghi cc c th hng thng ch? Bn c n khi ti gp trc trc khng kt ni c khng? 15. Nhng cu hi lm r tn hiu ng m hoc tm kim s h tr. y c phi l gi dch v ph hp nht vi chng ti khng? 16. Mun xem li. Ti c th xem li cc thng s chi tit v tc v gi c tnh cc khng? 17. Hi v nhng khch hng khc cng hi lng vi sn phm. Ai l khch hng ca bn? 18. Hi nhng ngun tham kho. Ti c th lin lac vi cng ty A m pha bn cung cp dch v MegaVNN c khng? Bn c danh sch khch hng ln khng? 19. Nhng du hiu r rng cho thy khch hng s ng s dng dch v. Ti khng bitTht vy saoiu tht th vN ph hp vi yu cu ca chng ti. 20. Kh nng ca bn chuyn ha nhng du hiu thnh hp ng mua hng. Mi tn hiu mua hng bin thnh cu hi kt thc, dn n vic bn hng nhanh hn nu bn s dng n mt cch thch hp. Bn tr li cho nhng cu hi trn th no? Mt cu hi th v. Mt tn hiu mua hng. Chng ti s ni vi bn iu ny ngay tip sau.

B, Khi bn tr li cu hi ca khch hng tim nng, hy trnh hai t - C v Khng Nu bn tr li cu hi ca khch hng tim nng vi hai t C hoc Khng, bn c th b qua c hi bn c hng
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Khi khch hng tim nng hi chng ti cu hi c hoc khng, chng ti khng bao gi tr li thng c hoc khng, chng ti s c gng a ra cu tr li di dng mt cu hi hoc a ra mt cu hi vo cui cu tr li. iu ny gip chng ti t c mc tiu trung tm trong bn hng: 1. Kim sat c iu mnh ni. 2. C th kt thc cuc bn hng ngay by gi. Khi bn tr li cu hi ca khch hng tim nng, hy trnh hai t C v Khng, bn c th b l c hi bn hng. Hy phn tch iu ny. Khi khch hng tim nng hi bn mt cu hi, thng l tn hiu mua hng. Bn s tr li cu hi ca ngi nh th no? L mt ngi bn hng, nhng k nng cao nht cn c vn dng khi khch hng hi hoc th hin mong mun mua. Thin hng u tin ca bn l tr li cu hi theo hng khng nh, nu bn bit rng iu l ng, v d: Ban c bit mu ny khng? C N c mu xanh? C Bn c th n lp t vo cui tun ny khng? C (c) Tt c nhng cu hi tr li c trn y khng ch sai, m cn l nhng cu tr li lm ko di qu trnh bn hng mt cch khng cn thit. Bn cng c khuynh hng tr li khch hng thng thn. V d: Thi gian lp t ca bn nh th no? Thng l trong 3 ngy. ti phi thng bo vi bn nh th no? Trong vng 24h. Khi no mu mi c tung ra? 30 thng Mt. Nhng cu tr li trn cng l sai lm. Ht sc sai lm. Nguyn tc l: S dng cu hi ca khch hng cng c vic bn hng Ni cch khc, sau khi bn bt c tn hiu mua hng ca khch hng, hy t ra mt cu hi n cha cu tr li v khng nh rng khch hng mun mua nhng g bn ang bn.
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iu ny cng khng phc tp nh cch chng ti ni v n. Di y l mt s v d v nhng cu hi cng c: Bn c kiu tnh cc ny khng? y l gi c c m anh/ch mun? Nu khch hng tim nng ni Phi, tt c nhng g ti phi lm l tm hiu khi no h mun nhn hng, v ti kt thc. Dng bao nhiu tr tin by nhiu ng khng? Anh/ch thch s dng cc gi MegaPro, MegaHome? Bn n lp t cho ti vo cui tun c khng? Cui tun l thi gian rnh ca anh/ch ng khng ? Thi gian lp t l bao lu? Anh/chi mun c lp t cng sm cng tt phi khng? Ti phi thng bo vi bn nh th no? Anh/ch thng xuyn nhn thng bo nh th no? Nu ti cn ngi h tr k thut n y th sau bao lu anh ta s ti? Anh/ch mun c h tr cng sm cng tt ng khng ? Bn c th tr li trc tip v vn a ra cu hi kt thc ngay sau . V d: Khi no gi cc mi c tung ra? 15 thng 7. Nhng chng ti c nhng khuyn mi c bit cho vic ng k gi cc mi ny. Theo ti, anh/ch hy chn cch no l tt nht. Nh th l c li cho khch hng phi khng? Bn c danh sch tham kho ch? y l danh sch anh/ch tham kho. Nu anh/ch hi lng, khi no chng ta s c hp ng? Di y l chu trnh k diu: 1. Nhn bit nhng tn hiu mua hng l nguyn tc trong bn hng. 2. c th to ra c mt cu hi p li (kh hn nhiu) i hi s sng to v luyn tp. 3. a ra nhng phn ng mt cch mm mng v thng thng l du hiu ca mt ngi bn hng bc thy.

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C b quyt no hnh thnh cu hi v nu chng ra mt cch hon ho? Tt nhin l c. V cu tr li khng g khc l: Luyn tp.

C, Cch a cu hi kt thc bn hng Nhng chuyn gia nh ngha vic kt thc l: a ra mt cu hi v cu tr li cho cu hi nhm cng c vic bn hng. Khi bn a ra cu hi quan trng nht ny, mt iu ht sc cn thit i vi bn l bn phi lm theo nguyn tc c xa nht trong bn hng: sau khi bn a ra cu hi kt thc bn hng, hy im lng! Ngi no ni trc ngi s tht bi. C hng nghn cch yu cu mua hng Nhng bn c th to ra hon cnh cho vic kt thc bng cch ni vi khch hng nhng g bn mun (mc ch hoc ngha bui gp mt) ngay khi bn bc chn vo phng lm vic ca khch hng.Hy ngh mua hng ngay sau khi nhn thy du hiu mua hng u tin. Mt ch dn quan trng trong vic ngh mua hng l hy c gng loi b nhng cu tr li khng i vi cu hi ca bn. Bn c th khng c c cu tr li c, nhng bn s c c cuc i thoi hoc nhng phn i m chng cui cng s mang n cho bn cu tr li c. Hy nh hnh cu hi kt thc ca bn tho cch p li nhng i hi hay mong mun ca khch hng tim nng. Hy khch hng quyt nh, nhng ng a ra cu tr li khng nh l mt trong nhng la chn ca h. im mu cht l ngh mua hng mt cch thnh khn, thn thin. ng thc bch hoc gy p lc ln. Nu bn ngng ni sau khi a ra cu hi kt thc s cng thng s tng ln rt nhanh. T tin l ht sc quan trng. Ngi mua s mua nu bn tin l h s lm vy. Hu ht ngi bn hng u khng yu cu mua hng v h s b t chi, cm thy bt tin khi ni v tin bc, hoc khng sc so nhn ra nhng tn hiu mua hng pht i t khch hng.

D, Cc cch kt thc ngh thut 1, Kt thc bng a kt thc ln u Bn kt thc vic bn hng nhanh nh th no?
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Ngay sau khi bn bc vo ca! Chng ti bt u kt thc bn hng trong vng 10 giy k t khi ti bc vo vn phng ca khch hng. Chng ti ni r mc ch gp mt, v nhng g m chng ti mun lm. Chng ti ni vi h ba chin lc kinh doanh ca chng ti: 1. Ti n y gip . 2. Ti tm kim mi quan h lu di 3. Ti s c nhng iu th v Ni r mc ch v trit l ca bn ngay t u s lm cho khch hng cm thy thoi mi. N lm cho cuc gp mt c s khi u tuyt vi. N to ra s tin cy v tn trng, dn ng cho vic trao i nhng thng tin c ngha v xy dng s hiu bit ln nhau. Hy ni vi khch hng nhng g bn mong mun ngay khi bn bc vo ca. Sau , hy yu cu mua hng ngay khi bn nhn thy nhng tn hiu mua hng. Chng ta c nui dy ngh theo cch do ngi khc t ra. thnh cng nh bn mong mun, bn c th phi vt qua nhng li suy ngh truyn thng . Hu ht mi ngi u khng vt qua c np ngh quen thuc hng bao nm nay. Hu ht mi ngi u khng c mc thnh cng nh t ra. Chng ti bn khon khng bit c mi lin h no gia nhng iu hay khng.

2, Cch kt thc hiu bit S hiu bit v sn phm v ngha cho n khi bn bit sn phm ca bn c s dng nh th no trong cng vic tho mn v mang li li nhun cho khch hng. Thot nghe iu ny tng chng nh n gin, nhng bn s thy vic hiu c khch hng s dng dch v ca bn nh th no trong bi cnh thc t v hng ngy khng h n gin. H s dng chng nh th no trong mi trng lm vic ca h? Hiu sn phm ca bn c s dng th no bn c th hiu c cch bn n hiu qu nht Trong hu ht cc trng hp, ngi s dng cui cng khng phi l ngi mua hng. Ngi ng k dch v Internet ca bn l cc bc ph huynh, nhng ngi s dng internet ch yu li l cc con em h. Ngi s dng cui cng s l ngi a bn n vi nhng thng tin bn hng quan trng.
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iu ny tht n gin. Hy quan st, hi v lng nghe. Hy ti v xem sn phm ca bn c s dng. Hy hi nhng cu hi v iu h thch v khng thch. Hy hi h hi lng iu g nht Hy hi v nhng iu h mun thay i v h thay i n nh th no Hy hi v cc dch v nhn c sau bn hng Hy quan st s vn hnh Hy hi liu h c gii thiu ngi thn s dng dch v MegaVNN ca bn khng Hy hi liu h c gii thiu dch v ca bn ti chnh cng ty m h lm vic khng. Hy ghi li nhng iu h ni Quan st theo di gi dch v MegaVNN m bn cung cp cho h trong qu trnh hot ng v hi v vic s dng chng mang n mt ci nhn mi (v hiu qu) v cch bn cung cp n. l s hiu bit ca khch hng mc cao nht. l s hiu bit v sn phm m khng h thng o to no c th cung cp. l c hi tt nht (v t c s dng nht) c c s hiu bit v nhu cu v mong mun ca khch hng. l c hi nhn bit nhng li ch ca sn phm trong hot ng thc t. Khi chuyn ving thm ca bn kt thc Hy lu gi ti liu ca bn v n Cm n khch hng v dnh thi gian cho bn. Bo co nhng thay i nh l kt qu ca chuyn ving thm . a ra khuyn ngh
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Hy c gng o lng gi tr ca 5 li ch sau: 1. Bn xy dng c s hiu bit ln nhau tuyt i. 2. Bn c c nhng bc tin ln trong quan h vi khch hng. 3. i th cnh tranh s gp kh khn hn trong vic tip cn khch hng. 4. Bn thu c nhng hiu bit v cng cn thit m s gip bn c c nhiu hp ng cung cp hn. 5. Khch hng ca bn gi y s coi bn nh l mt nh t vn hn l mt ngi bn hng. Gi y khi bn gi in bn hng, bn c th tho lun v vic vn hng trong mi trng lm vic ca khch hng, v c nhng c s thc t cho chuyn mn ca bn. Bn c th a ra nhng cu hi cho khch hng ni v vic s dng sau khi k hp ng ng k dch v. V nu bn thc hin iu ny mt cch hp l, n khng ch l c hi hc tp m cn l mt c hi bn hng.

2, Ngh thut ca lng kin tr


Phng php hay h thng bn s dng t chc vic theo di c th to ra hoc ph hng vic bn hng. A, Khng c h thng theo di? Khng c bn hng V 98% tt c cc ln giao dch u khng c thc hin ngay trong ln gi in u tin nn vic theo di qu trnh tr nn quan trng nh bt c phn no trong qu trnh bn hng. Theo di bt u t rt sm,. Khi bn p ng li mt yu cu qua in thoi hoc qua gp mt trc tip, cuc gi cho hng u tin l mt hot ng theo di khch hng. Bn phi c mt phng php hoc mt h thng theo di c t chc nu bn mun bn c hng. C mt s loi h thng theo di. Hy chn ly mt h thng thch hp cho bn, cho hnh thc cung cp dch v Internet bng thng rng ca bn, thch hp vi tm vc

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v s phc tp ca cng cuc bn hng, v mt h thng m bn c th s dng mt cch tin cy. Di y l nhng la chn dnh cho bn: 1. H thng thng tin ACT Chng trnh ny (v cc chng trnh tng t) c bit c thit k cho h thng lin lc qun l, t chc, v h tr theo di bn hng. 2. S dng PDA y l mt thit b hc v d s dng. Mt thit b PDA s lu gi tt c nhng thng tin quan trng ca bn nh tn, s in thoi, a ch th in t, cc cuc hn v nhng ghi ch m bn c th s dng ngay tc khc khi ri xa ni lm vic. Bn cng c th s dng ngay ch d nh ca mnh nhm phc v cho nhng mc ch trn. 3. S dng mt my qut card Hy u t mt my qut card. Thit b ny s gip bn tit kim thi gian v din tch. 4. File cha c 4,3 * 5 hoc 5*8 (kp nhng danh thip kinh doanh tit kim thi gian) mt s kt hp gia lu gi nhng danh thip v h thng ghi ch: tht tuyt nu cn c nhiu hot ng theo di trc khi khchhng chp nhn mua hng. 5. Thit b ghi gi - hoc phn mm ghi gi trn in thoi. N tin ch bi v bn thng xuyn s dng ghi ch v ghi li thi gian nhng cuc gp mt. N bt tin v bn thng xuyn phi thay i li, v nhng d liu khng theo trt t no. 6. Nhng trang vng Nhng ghi ch c c hiu sut cng vic cao Hy treo nhng tp giy kh 8,5*11cm lu gi nhng thng tin v yu cu khch hng quanh vn phng thay v mt tp giy nhng thng tin. Hy lit k cng vic cn phi thc hin v nh du trn bng nhng hot ng theo di cn c hoc c thc hin, v thi gian thc hin. Thm ch bn s dng mt h thng theo di khc, nhng bng hng dn s cung cp nhng thng tin bt u bn hng, vi nhng bc i thch hp. Cp nht thng tin ngay khi bn nhn c hoc to ra chng.

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Tm hiu khch hng l ht sc cn thit trong qu trnh theo di. Khi c y nhng thng tin v khch hng trong my tnh ca bn; bn s thnh thi v c nhng giao dch vi khch hng thnh cng. l mt phn b mt ca thnh cng trong bn hng.

B, Cng c bn hng l mt phn c bn ca qu trnh theo di khch hng Bng cch to ra nhng cng c bn hng khc bit v s dng hiu qu nhng cng c bn hng thng thng, doanh thu bn hng ca bn s tng ln ng k. Kh nng to ra nhng cng c theo di vic bn hng ca bn c th lm ni bt ng k hnh nh ca bn trong mt khch hng v thng xuyn bn c nhiu hn. Nhng cng c bn hng l v kh t c s dng ht cng nng nht trong qu trnh bn hng. c coi nh l mt s h tr hoc ch da trong qu trnh bn hng, cc cng c bn hng c th l mt nhn t thc y nng sut, c bit l khi mt s hot ng theo di cn thc hin bn hng. C nhng cng c c dng hng ngy nh in thoi, my fax, th in t, cc cun sch mng gii thiu, nhng ti liu, mt ngi bn hng khc thng c th to ra nhng cng c khc thng li ko khch hng ng k dch v ngay by gi v la chn sn phm ca ngi bn hng thay v sn phm ca nhng ngi khc. Hy tham kho cc cng c c lit k di y v xem liu chng c pht huy hiu qu trong k hoc bn hng ca bn. Th c nhn ( c in km v i tn, logo VDC, c kch c bng thip chc mng)vit tay. N tt hn v hiu qu hn so vi nhng bc th thng mi thng thng. N lm cho khch hng tim nng c cm gic l bn quan tm n h. Tp th t nhng khch hng hi lng. Khng c cng c bn hng no l ng thuyt phc hn so vi s chng nhn ca mt bn th ba. S chng nhn ca mt bn th ba v cng l bn ca hai bn. Mt cng c hiu qu khng th tng ni. Bn ca bn s c sc mnh nh hng ln hn rt nhiu s vi bn.

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Nhng bi bo h tr. V d nh mt bn copy ca mt bi bo m bn yu thch c xut bn gn y c th cho bn thm l do gi th hoc gi in n khch hng. Bi bo khng n ht thit phi ni v hot ng kinh doanh ca bn. S tt hn l n ni v hot ng kinh ca khch hng hoc tt nht l ni vi s thch c nhn ca khch hng. Mt on phim h tr ni v MegaVNN. Do cng ty bn hoc nh cung cp ca bn sn xut; nu mt hnh nh c gi tr bng 1.000 li ni, th mt on phim c gi tr bng 1.000.000 li ni. Gp g ti cc s kin trong mng li. S tham gia vo cc ho t ng kinh doanh/x hi ng vai tr trung tm trong i sng kinh doanh. Nhng sn phm c bit qung co. Nhng vt nh nhng hu dng hoc khc l (nh tp giy ghi ch, cc c ph, mt chic o phng) m chng s c s dng, c nhn thy, hoc c ni ti. Hn n tra. Chi thm mt cht tin c th gip bn mang li nhng hp ng cung cp dch v. N cng gip bn c c nhng thng tin c nhn hoc v t chc ca khch hng. Nhng cuc gp sau cng vic. Gp g khch hng sau nhiu gi lm vic s thoi mi v c nhiu thng tin hn. Hy tm hiu v yu qu khch hng. Mi ngi trc ht s dng hng ha, dch v t nhng ngi bn. Nhng bc th. C th c s dng hiu qu nu chng ngn gn, sc tch v th v. in thoi. V kh hiu qu th hai trong bn hng (nhng chuyn ving thm trc tip ng hng u). Nhng cuc gi c th to ra cc cuc gp mt, a ra nhng thng tin, v kt thc bn hng; nhng cc cuc gi c th tr nn tha v nhiu khi khng c p li. V cng s ht sc kh khn k c hp ng qua in thoi. Hy s dng in thoi vi s tn trng, lun kim sot c tnh hung v lun gi in thoi vi mc ch r rng, khng bao gi dng cuc gi m cha hn c ln gp mt hoc lin lc tip theo v cng nh l khng nh cuc gp mt . Nhng thng tin tip theo v vn in thoi cho khch hng v cch theo di khch hng m khng c cm gic nh l bn ang nghe trm khch hng c trnh by phn tip theo.Nhng cng c bn hng to ra nhng ln bn hng. Nu bn s dng chng.
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C, Hu ht nhng ln bn hng c thc hin sau by ln t chi Nu bn sng to, c ch v thnh tht trong nhng hot ng theo di ca bn, khch hng s khng cm thy rng bn ang sn lng h. Thng phi mt t 5 n 10 ln tip cn khch hng tim nng mi c th k c hp ng cung cp dch v cho h. Khch hng tim nng c th khng thc s ni khng by ln, nhng mi ln bn tip cn vi khch hng tim nng v h ni rng cha mua c ngha l l h ang ni: Khng, khng phi by gi; hy lm mt iu g khc cho ti; ti vn xem xt cc dch v Internet t cc nh cung cp khc; ti cha bn bc vi sp ca mnh L mt ngi bn hng chuyn nghip, bn nn kin tr vt qua qu trnh theo di v khng c b cuc. Hy sn sng c c nhng n lc cn thit vt qua by ln t chi v c c hp ng cung cp cho h, hoc l bn s tht bi. Di y l nhng ch dn cho hot ng theo di m bo c c mt kt thc thnh cng sm. Bit c nhng im mu cht v khch hng tim nng (nhng iu m bn ngh rng s lm cho khch hng mua hng), v lm vic vi nhng thng tin xy dng k hoch theo di khch hng. Trnh by nhng thng tin mi lin quan n vic bn hng. Hy t ra sng to trong phong cch v trong cch thuyt trnh. Hy trung thc vi mong mun gip khch hng ca bn trc tin. Hy i thng vo vn . Hy thn thin. Mi ngi thch mua t bn b. S dng s hi hc. Hy vui v. Khi khch hng nghi ng, hy ch cho h nhng ch li. ng ngi ngh s dng dch v internet ca bn. Hy thng xuyn lm nh vy.
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Nu c mt cng thc cho vic theo di khch hng, n s l: Thng tin mi + sng to + thnh tht + thng thn +thn thin +hi hc = bn hng. Tuy nhin, khng c cng thc no l chnh xc. Mi ln theo di u khc nhau, v nhng yu t trong ch dn trn phi c la chn khi p dng. Di y l mt s cu mo u m bn c th s dng bn khng cm thy kh x v vic phi bt u cu chuyn nh th no: Ti ngh n mt vi iu c th gip anh/ch a ra quyt nh Mt s iu mi xut hin v ti ngh rng anh/ch mun bit v c s thay i trong ng ni ti gi xem anh/ch nhn c th (thng tin, hoc bt c th g) ca ti cha. Nghe tht ngu ngc, v n a ra cch khch hng thot khi vic phi ni chuyn vi bn. Nu h khng mun ni chuyn vi bn, h s ni: Cha nhn c. iu ny s dn n u? Chng ti u c. Ti sao khng th ni: Ti gi anh/ch mt s th (lit k) hm trc v ti mun ni mt i iu trc tip vi anh/ch, bi v nhng th m ti gi khng th t gii thch ht v chng C th bn s khng phi thm d khch hng nu: H cng l mt ngi bn hng. Bn c mt iu g mi m, sng to, hoc hi hc, ni. Bn trnh by ngn gn v i thng vo vn . H thc s thch dch v ca bn. H gi cho bn ngay H qu bn H c v cn dch v ca bn C th bn phi thm d khch hng nu
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Bn gi qu ba ln m h khng tr li Bn a nhng cu hi hunh hoang, v ngu ng c (C th bi bn khng lng nghe k khch hng ngay ln u tin). Bn b coi l khng trung thc Bn gy p lc qu nhanh v qu thng xuyn Bn xc phm n khch hoc bt k nhn vin no ca h. Theo di l mt t thay th cho kin tr. Kh nng theo ui khch hng ca bn s quyt nh thnh cng trong bn hng. Hy hi bt k mt ngi bn hng chuyn nghip no v b mt ca s thnh cng. Lng kin tr D, Bn bn hng k t khi bn cn l mt ch nhc! i lc gia vic qun t lt v in danh thip, chng ti qun mt chng ta phi kin tr nh th no thnh cng trong ln bn hng. Bn sn sng chp nhn bao nhiu ln t chi trc khi bn t b bn hng? Hy nh li khi bn cn l mt ch nhc 7 tui v cng m i ch, bn hi: M, mua cho con ci ko c khng? l mt cu hi kt thc nu tng c mt cu hi nh vy. Khng, m bn p li. Bn, mt ngi bn hng, khng chp nhn li t chi ln u tin v tip tc, Mua cho con ci ko ny i nh. M bn chn ch mt lc; vi tm tr ang t ht vo ch b bn rau, ni: Khng! Vi ln t chi th hai bn c th dng li y mt cch an ton, nhng khng, b n ni: M, i m, mua cho con ci ko. V by gi, m bn ging nh mt khch hng tim nng nhn mnh. Khng. M bo l khng. B cao ging ln ln th ba. Ln t chi th ba kt thc mi th. Thi gian tri i trong s tuyt vng. Hy c tm hiu s t chi tht s y lg. M, ti sao m khng mua ko cho con? Hy c th tm hiu s t chi y tht s l g. y l v d in hnh ca mt cu hi trc tip i vo nguyn nhn ca ba ln t chi. Bn hc c nhng k nng bn hng nh th. Bi v n ba con s khng thch n cm, m bn p li, thc s l nh vy. By gi l c hi ln ca bn. Vt qua s phn i ny (ln tr hon th t), v gi y

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thanh ko nm trong ln (ln ng rau qu). Khng, con ha s l s n cm y . Ri n xong mi n ko m . Bn p li mt cch thnh tht. By gi m s lm v mt quan trng, chun b nhng b, nhng l mt khch hng tim nng thc s lng l, m bn s khng ch nhng b. c ri c ri. B ni ra s t chi ln th nm mt cch yu t. Bn nhn thy c hi m ra cho bn v ngay lp tc rn ln. M mua nhanh ln! trong mt ging nng nu. Thi c ri. m bn ni. Nhng khng c php n trc ba ti nh. (M bn trnh c tnh cnh thua bn mt cch kho lo, v vy b y nhn mnh s cnh bo sau ba ti). Chin thng! Bn c bn hng, v n ch phi tri qua nm ln t chi. Bn chun b nhn t nht 10 ln t chi. C th nhiu lc bn mun pht in. Hy ngh n iu ny. Khi bn ln 7, bn sn sng chp nhn ri ro lm phin ngi khc, s trng pht c nhn, v ni n bn hng. Nu bn ang tm kim mt v d thuyt phc v cch vt qua nhng ro cn v phn i trong bn hng, hy ngi li v hi tng v nhng chuyn: thanh ko, ngy u tin, ra ngoi sau nhng gi phi nh, yu cu tng lngtt c u mang tnh bn hng. V tt c cha ng s t chi v phn i. Nhng bn kin tr chng li tt c nhng ln t chi khng? Bn c sn sng mo him khng? Bn c sn sng mo him khng? Bn sn sng chp nhn mt c nh khng? Cui cng bn c bn c hng khng? Chng ti tin rng xc sut bn thnh cng khi cn l tr con ln hn 90%. Bn s kim c bao nhiu tin nu xc sut kt thc ca bn hin nay cng cao nh vy? Hy qun nhng ci ko i bn s c tin mua ton b ca hng . Thng thng, bn phi tri qua by ln gy n tng, by ln gp mt, by ln b t chi, hoc by ln b phn i bn c hng. u l b mt vt qua n ln t chi th by? Lng kin tr

E, Loi b i th cnh tranh vi mt cuc gi Th in t l mt cch va nhanh va r tip cn vi khch hng tim nng thng xuyn hn.

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Bn thng xuyn xut hin trc mt khch hng v khch hng tim nng nh th no? Cu tr li: khng thng xuyn nh bn phi nn lm nh vy. Bn thng phi thc hin t 7 n 10 ln gy n tng bn c hng v bt u xy dng mi quan h vi khch hng. Bn c th t c iu ny nhanh chng hn nu bn s dng th in t. Nu bn khng th n gp mt trc tip khch hng, hy gi mt email. Vic lin lc hiu qu email c th cng c mi quan h mua bn. Hy gi th mi tun v s ng k dch v mi, s tip tc s dng dch v, v phn trm khch hng tip tc trung thnh vi bn s tng ln nhanh chng. i khi mt bc th c vit sn cho bn. Hy ct hoc photo mt bi bo hay mt th g lin quan n Internet bng thng rng, hoc mt iu g m bn bit khch hng s thch. V d nh cc chng trnh phn mm gip tng tc truy cp v bo mt khi dng mng. Hy nh km mt bc th ngn ln bi bo hoc ti liu ni rng: Hy xem ci ny, ti ngh rng anh/ch s thch n. V k tn ca bn. Khch hng s nh n. Di y l 12 cch gi th in t rt hu ch tip cn khch hng hoc khch hng tim nng ca bn. 1. Mt bc th ngn cm n v ng k s dng dch v. 2. Mt bc th ngn cm n v mt li gii thiu. 3. Mt bc th ngn cm n v vic tip tc s dng dch v (c gi tr ln). 4. Mt bi bo t mt tp ch, hoc mt t bo ni v cng vic kinh doanh ca khch hng. 5. Mt iu g v i th cnh tranh ca khch hng. 6. Mt cu chuyn ci, hoc mt ci g hi hc. 7. Thng bo v gi dch v mi, hoc chng trnh mi. 8. Mt bc th thng bo (ca cng ty bn). 9. Gi dch v c bit hoc mt li cho hng c bit. 10. Mt tin tc nng hi. 11. Thng bo v mt cuc hp mt hoc hi tho c th c ch cho khch hng. 12. Mt li nhc nh v vic k tip hp ng s dng dch v.
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Khng mt cch gi email no c cp trn khin bn tn tin c. Nhng n tht ng gi. Bn thc hin c nhng cuc gi bn hng, c nhiu n t hng hn, xy dng nhng suy ngh tt p ni khch hng, to ra s trung thnh, xy dng mi quan h lu di v lm khch hng hoc khch hng tim nng thy tuyt vi. Hy s dng nhng bc th c nhn ngn c vit bng tay bt c khi no c th. Chng ti vit chng bng tay bi v tin tng rng khch hng hoc khch hng tim nng s trn trng khong thi gian m chng ti b ra gi mt bc th vit bng tay. Bn cm thy kh khn trong vic vit ra nhng suy ngh ca mnh? Hy tham kho cc phn sau c bit l Ngh thut giao tip. Nhng bc th bn hng, s mang li hiu qu, nu bn vit chng.

F, My fax to ra bn hng nu bn bit tn dng sc mnh ca n Fax l cng c lin lc tc thi. i khi n to ra s khc bit gia yu cu ca bn v yu cu ca i th Mt bn fax i hi s quan tm ca bn. Mt khi bn fax c nhn, n c nhn tn tay (v c) ngay lp tc. Lin lc qua fax vn l mt cng ngh m nhiu ngi bn hng cha khm ph ht sc mnh v s nhanh chng ca n. Nu tc ca vic phn hi quan trng i vi qu trnh bn hng ca bn, th my fax t ra l mt cng c c bn. Bn thc s c th c c li th cnh tranh nu bn s dng my fax mt cch thch ng. Qua fax, bn c th nhn v gi nhng thng tin tc thi. Chng ti thng fax nhng ti liu vo gia mt cuc ni chuyn (hoc in thoi) bn hng. Di y l 22 l do lin quan ti bn hng v vic bn nn fax ngay cho ai trong ngy hm nay: 1. dn u vi nhng thng tin quan trng. 2. tr li vi vn gi c, nh gi, hoc mt li ngh i vi nhu cu tc th ca khch hng. 3. gi thng tin hoc th t (hoc mt ha n) n khch hng, ngi ni rng cha bao gi nhn chng qua th in t.
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4. thay i hp ng. 5. gi mt thng tin chc chn v bn hng khi bn khng nhn c hi m qua in thoi. 6. ni n v vic p li cc cuc gi, hoc ni vi khch hng rng h thng th thoi ca h khng n nh. 7. tp trung vo mt vn ; nhn mnh. 8. tr li cho mt cu hi v mt iu g lin quan n bn hng (cng ngy vi cu hi c t ra). 9. cnh bo v mt t tng gi sp xy ra hoc thay i v sn phm 10. gii thiu v gi dch v mi. 11. cm n 12. thng bo 13. chc mng 14. nhc nh v mt cuc hn hoc hn cui 15. khng nh mt cuc gp mt 16. chia s mt cu chuyn ci hp dn 17. gii tr vi nhng bn fax hi hc. 18. gi nhng yu cu khn cp cn p ng v nhng thay i sp xy ra (tng gi, cng ngh mi) 19. gi mt bc th gii thiu t mt khch hng hi lng 20. gii thiu mt bi bo xut hin trn bo ch ng h nhu cu v dch v ca bn. 21. gi mt ci g chng t bn hiu bit v cng vic kinh doanh/lnh vc hot ng ca khch hng tim nng. 22. ch ra s cp nht qua chng t mong mun ca bn c phc v v p ng nhanh chng mt thnh t c bn trong vic xy dng mi quan h kinh doanh lu di.
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S dng fax thch hp l mt chuyn. Lm dng fax bt hp l li l chuyn khc. Cng ging nh tt c cc yu t khc trong bn hng, thi gian l mt iu cn bn. Fax trong bn hng cng nh qun t ch bi. Bn ch xut qun ch bi khi n s mang li cho bn li th nhiu nht. Nu a qun ch bi ra mt cch khng hp l, bn s mt quyn nh v c th thua cuc. Lm dng fax s lm hng kh nng ca n mang li cho bn nhng li th cn thit. Trnh s dng nhng t khn cp, trng yu, cp thit, ti quan trng. ng s dng fax trong nhng trng hp bn phi gi in, hoc trong ln lin lc u tin. ng fax ti liu gii thiu hoc a bi thuyt trnh bn hng. Hy ch nhng thc t sau y lin quan n fax: Fax vn nhn c s quan tm ngay lp tc. Bn gi mt hoc hai trang thng tin n khch hng tim nng hy s dng khong trng mt cch khn ngoan. Ch ni nhng g tht cn thit t mc tiu tip theo ca bn. S sng to l cn thit. Nu bn fax ca bn sng sa, khc bit, v cha ng nhng thng tin chnh xc, bn s ginh c s tin cy v quan tm. Hy lun gi i mt bn fax p v chi tit. iu ny lm bn mt nhiu thi gian hn, nhng bn fax ca bn n tay khch hng s p v r rng, iu ny phn nh cht lng ca cng ty bn v ngc li. My fax s to ra bn hng nu bn tn dng sc mnh ca n.

CHNG IV, I TH CNH TRANH V D CH V KHCH HNG ******* I, Cnh tranh


1, Hy nhy cng i th - Hy ch bc chn ca bn

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Bn ngh sao v nhng i th cnh tranh? Bn ni: Ti c mi quan h tuyt vi vi cc i th cnh tranh. Nu bn ngh vy, hy tng tng khi bn cn 50.000 la v nh i bng vic kt thc cng vic kinh doanh. Ti m bo rng nhng ngi bn, nhng i th cnh tranh ca bn s gi cho bn mt tm sc chc thng l bnh an. Hy thc t ln, i th cnh tranh c th ni chuyn vi bn, h c th lch s vi bn v thm ch gip ban. Nhng hy hi h rng h mun bn sng hay cht, chng ti cc rng h mun n d m tang ca bn. H gip ti, h cho ti c hi kinh doanh, h gi ti ti tho lun nhng vn chung, c cng vic cho tt c mi ngi tt c l nhng cu ni m i th ca bn hi vng bn s ni trong khi thc ra h ang vch k hoch hm hi bn. l cuc sng ca khu rng kinh doanh (v c bit l trong khu rng bn hng) Cnh tranh thn thin: Gi hy chi cng bng. Ti bn hng ln trc, v vy ln ny n lt cu. iu tht nc ci. cnh tranh thn thin ging nh nhng con rn thn thin, chng c th quay li cn bn,v bn phi ht sc khn ngoan phn bit nhng c cn cht ngi v nhng c cn v hi. i th canh tranh ging nh nhng con rn v hnh. Tt nht l hy bit tt c nhng g bn c th bit v h, v lun mang theo chng rn cn phng. Mt s thng tin tham kho v i th cnh tranh v suy ngh ca h v bn: c vi ngi n mt vi ngi s cng tc mt vi ngi o c mt vi ngi thch cnh tranh mt vi ngi thch bn mt vi ngi s lm n vi bn mt vi ngi s gip bn nhng hu ht s khng, hu ht khng thch bn

i ph vi i th cnh tranh nh th no bit c v tr ca h trn th trng bit c nhng khch hng ch yu ca h h ang dnh th phn ca bn hay bn ang dnh th phn ca h h c thu nhn nhn vin no ca bn khng? Hy thu thp tng cht thng tin v h (ti liu, sch qung co)
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Bit c gi c ca h. Mua hng ca h theo tng qu. Bit c cch thc bn hng v c im ca h Xc nh im yu ca i th v tn cng vo im yu . Tm hiu nhng th mnh ca h v thch ng vi n ngay lp tc

Khi bn i mt vi i th cnh tranh ngay trong mt bui cho hng ng bao gi ni xu h, ngay c khi khch hng tim nng lm nh vy. Khen ngi h nh mt i th xng ng. Th hin s tn trng h Hy ch ra s khc bit ca bn nhng ch li bn mang li cho khch hng ln hn i th th no. Hy nhn mnh nhng im mnh ca bn, khng phi vo nhng im yu ca h. Hy a ra trng hp mt khch hng chuyn sang mua hng ca bn. Hy lun duy tr nhng nt c sc ring v tnh chuyn nghip ca bn ngay c khi phi chu thit mt cht. Chng ti c mt ngi bn lm gim c mt cng ty ti chnh, ng nhn c mt chic o thun in tn i th cnh tranh ln nht ca ng. Chic o c ng treo trn tng trong phng lm vic ai cng c th nhn thy. N c mt tm bin cnh vi dng ch in m K th. Ngi bn ca chng ti c quan h vi i th cnh tranh ny. H gi in cho nhau, gp nhau v ni chuyn cc trin lm thng mi. Nhng thc ra ng ta ch mong i th ca mnh bin mt khi th trng v ngc li. Nu nh bn sn sng ni vi ti cu ny C ch cho tt c mi ngi. Nu nh khng ch, nu nh ch ch cho hai doanh nghip tn ti trong khi c n ba doanh nghip bn c cn mun ni vy khng? Ti ngh bn nn quay li v m v s thnh t nh th, l s thc. Cnh tranh khng c ngha l chin tranh N c ngha l hc hi N c ngha l chun b N c ngha l c gng ht sc.

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2, 10 phng k trong cnh tranh


Trn th gii mi ngy c hng trm nghn doanh nghip ra i v cng vi mt s lng doanh nghip nh vy tht th, ph sn. S quyt lit ca thng trng thc s l mt thch thc ln i vi cc doanh nhn. Doanh nhn l ngi ch doanh nghip nhy cm vi tnh th, nm vng nhng nguyn l c bn trong cnh tranh l yu t quyt nh thnh cng hay tht bi ca doanh nghip. Vy lm th no Doanh nghip lun ng vng trn thng trng vi t th t ch? Ai ni "Cng ngnh ngh ch khng cng li nhun, cnh tranh l s tt yu ca thng trng. Cnh tranh l s so snh, i chng sc mnh c bn gia cc doanh nghip, nhng e do thch thc hoc c hi ca doanh nghip, ch yu c c t qu trnh i khng ca sc mnh ny. Cnh tranh trn nhiu phng din: Thng hiu Cht lng - Mu m - Gi c... Chng ta v ang tin ti xy dng mt th ng trng lnh mnh, mt mi trng kinh doanh c vn ho - s pht trin vng bn cho doanh nghip ni ring v nn kinh t t nc ni chung... Xin trn trng gii thiu ti cc doanh nghip, doanh nhn mi phng k hu hiu trong cnh tranh ginh thng li. 1. Xem xt nh gi tnh hnh, chin thng bng "thay i" y l mt nguyn tc c dng ph bin nht trong u tranh qun s v chnh tr, v n cng thch hp trong cnh tranh kinh t thi hin i v doanh nghip l mt h thng ln kiu m ca, lun mun trao i thng tin v trao i nng lng vi mi trng ton x hi. Bo th l iu ti k trong cnh tranh, phi xem xt nh gi tnh hnh, bit trc, lm trc l "php bo" ca thng li. Cc doanh nghip phi bit nhn xa trng rng v c sng kin i ph nhng thay i, nhng s c t bin, trnh tnh trng khng kp phng, khng kp tr tay. 2. Xut bt k (bt ng) nh vo ch khng chun b Trn thng trng, ht nhn ca "bt ng, nh vo ch khng chun b" c th hin ch "k" Mu lc "xut k bt " m cc ng ch hin i thng dng u dc tm sc vo ch "k". Nu mun thnh cng i hi bn phi c t tng kinh doanh
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xut k (l thng), a ra sn phm l thng, xo thut kinh doanh l thng, phng thc tiu th v thi phc v khc l. 3. Nhanh chng ginh thng li. "Thi gian l vng bc" thc s l kinh nghim cnh tranh hin i bi n nh hng trc tip n gi tr ca ng tin, n chim dng v tc quay vng ca ng tin, n vic nm bt c hi. Vi mt doanh nghip m ni, c hi thng l im chuyn hng ca thng tin, l ni m ra thnh cng, ch c nm chc c thi c th chin lc kinh doanh ca doanh nghip mi c th mang li hiu qu. Ngi cnh tranh hin i phi rt coi trng "c hi" phi tranh th thi gian tng giy, tng pht, nu c c hi phi quyt on, dt khot bt tay vo lm ngay. 4. Li trc tin sau. Binh php c php dng binh: "nh n ph u, li trc tin sau". Ngi hnh ng sau trong cnh tranh cng c th thng c ngi khc - trn tt c cc mt u t ra u th hn ngi hnh ng trc, h c th tip thu b i hc tht bi ca ngi i trc ginh c hiu qu kinh t t ng i tt. Nhng ngi lm sau phi nhm ng thi c, hnh ng dt khot, quyt on, quyt khng th hnh ng m qung dn n tht bi qu sm, cng khng nn do d chn ch m l thi c 5. Tp trung u th, t ph trng im. Cnh tranh kinh t thc cht l cuc cnh tranh v nhn lc, vt lc v ti lc. Nhng bt k c nhn, tp th no cng u b hn ch trong nhng ngun ny. Trong tnh hnh nh vy, phi s dng ngun vn nh th no c hiu qu nht - y l mt trong nhng im mu cht cnh tranh thng li. Ngi thnh cng tht s th quy m s nghip ca h khng th tri ra qu rng m ch nn hnh ng trong phm vi mnh c th nm chc c. Nh vy bo m tp trung u th, t ph trng im, thc y ton cc. 6. Hng ti ci li, trnh ci hi, pht huy s trng, trnh s on. y l mt trong nhng nguyn tc bt buc ngi quyt sch phi tun theo khi la chn phng php ti u. Mun trong mt thi gian ngn chim c u th canh tranh vi chi ph thp nht, con ng duy nht c th la chn l hng ti ci li, trnh ci hi, pht huy s trng, trnh s on. Trong cnh tranh kinh t, bt k mt doanh nghip no cho d thc lc c mnh n u u c im yu v im mnh ca mnh,
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u khng th chim lnh ton b th trng. Trng hp ng trc li hi an xen phi tun th theo nguyn tc: Hai ci li ly ci li ln, hai ci hi ly ci hi nh "Ly ci mnh ca mnh nh li ci yu ca i ph ng" ng thi nh vo khe h ca th trng. 7. Vu hi ginh thng li. Trong i khng v canh tranh ca th trng chng ta khng th mi mi ch i theo con ng thng, trn vn "thng" v "cong" phi c gng nhn xa trng rng, d bo tng lai mt cch chnh xc, dng cm i mt vi kh khn, tnh to nhn nhn thnh tch. Va lm ho hn trong hon cnh thun li, khng qu m mnh trong tnh th c li, li va lm anh hng trong hon c nh kh khn, khng h dao n g trc nguy c p lc. K Vu hi c ng dng trong thi gian, l ly ko di thay th tc thng (thng nhanh). Trong tnh hung thi c v iu kin chn mui phi thn tc, quyt chin quyt thng. Ngc li khi iu kin cha y , thi c cha chn mui, phi tnh k lu di, bo ton thc lc v lc lng, i thi c chin u lu di. 8. Tch tiu thnh i, tch nh ginh thng li thc hin mu lc ny nh doanh nghip phi mang trong tri tim ch hng ln, phi t tin vo tng lai pha trc; nu thy t h thn, nht gan li bc, khng c ch hng ln th kh c th bc qua ca i "long mn". Thc hin mu lc "tch tiu thnh i" cn phi c ch kin trinh bt khut v tinh thn khng ngi kh khn gian kh. " 9. Mu cu thng li trong li bc. Nhng ngi thnh cng u bit vn dng thnh tho chin thut tin thoi hp l hn na y cn l "php bo"ca thnh cng. Trong tnh th vo bt li, c th u hng, c th ging ha cng c th rt lui. Trong ba iu ny u hng l tht bi hon ton, ging ho l mt na tht bi, rt lui c th chuyn bi thnh thng. Trong cnh tranh kinh t, li bc cng l mt khi nim rt c gi tr. C th d bo xem xt trc c hay khng nhng tht bi hoc tnh hnh xu c th xy ra c c k hoch v thu xp chu o. 10. Ly r ginh thng li.
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V mc ch pht trin lu di, ngi thnh cng thng phi hi sinh mt vi li ch nh trc mt, thm ch b ra mt s vn m rng vic kinh doanh bun bn t nay v sau v cng t gy dng lng tin. Ngi kinh doanh ca doanh nghip phi thng qua hch ton t m iu tra v d tnh chu o th trng, mc tiu "th dy di cu c ln". V vy c th chp nhn bun bn l vn cng c, ch cn u t trn th trng c tim lc pht trin th cui cng vn ginh c thng li ln.

3, Cc nh cung cp dch v khc chin lc v s khc bit


so snh v dch v ADSL th c l nn quan tm n hai i th cnh tranh ln nht l FPT v Viettel. Nu so snh gia 3 n v kinh doanh v cch tip th, gi v dch v s thy c nhng khc bit nht nh. Trong khi nu xt v dch v th hu nh khng c qu nhiu khc bit gia cc nh cung cp (v cht lng, tc ng truyn, dch v chm sc khch hng qua in thoi) th c s khc bit kh ln trong cch tip th dch v v v gi c gia cc doanh nghip. Sau y l bng gi dch v ca FPT v Viettel. M t MegaNET MegaOFFICE MegaBIZ MegaPUBLIC

I. CHI PH TRIN KHAI DCH V V CC PH HNG THNG Ph khi to dch v 1. i vi khch hng mi 2.Thi t b Modem ADSL : - Loi 01 cng - Loi 04 cng Loi c chc 600,000 VN 750,000 VN 1,100,000 VN ( cha bao gm 5 % VAT ) 1,600,000 VN 2,400,000 VN 2,400,000VN 1,600,000VN

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nmg Wifi Ph dch v hng thng (chn 1 trong 2 hnh thc) : 1. Tr theo lu lng s dng Ph thu bao (VN/thng) Ph trn 1 MByte d liu download/uploa d (VN/MB) 05 GByte u tin 05 GByte tip theo 20 GByte tip theo T 30 GByte tr ln Mc cc s dng ti a 2. Thu dch v 80 200 600 250,000 1,000,000 2,000,000 Khng p dng

60

150

500

40

100

400

Min ph

Min ph

Min ph

1,200,000 1,000,000

Khng p dng 3,000,000

Khng p dng 10,000,000 1,000,000


200

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trn gi (VN/thng) II. CC CHI PH PHT SINH KHC 1. Tm ngng dch v 2. Khi phc li dch v 3. Ph chuyn i a im a im mi cch a im c trn 300m (p dng ti TPHCM) 4. Ph thay i ni dung hp ng (*) 5. Chng nhn i l Internet cng cng (C gi tr trong 6 thng) Min ph 100,000 VN/ln

300,000 VN/ln

800,000 VND/ln

100,000 VN/ln

600,000 VN/ln

III. TC KT NI Tc truy nhp Internet ti a Do 3,072 Kbps 3,072 Kbps 4,096 Kbps 8Mbps
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wnload Upl oad Cam kt v tc truy nhp Internet Do wnload Upl oad T 128 Kbps T 128 Kbps T 192 Kbps T 128 Kbps 640 Kbps 640 Kbps 640 Kbps 640 Kbps

IV. CC DCH V MIN PH 1. a ch IP 2. a ch Email a ch email c cung cp km theo IP ng 01 IP tnh 09 IP tnh 01 IP tnh

05 email

15 email

25 email

03 email

M t

MegaMe

MegaYou

MegaStyl e

MegaHom e

MegaPlay

I. CHI PH TRIN KHAI DCH V V CC PH HNG THNG Ph khi to dch v 1. i vi khch hng mi 2.Thit b Modem
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250,000V N

600,000V N

500,000V N

1,200,000V 600,000VN N

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Loi 01 cng Loi 04 cng Loi c chc nng wifi 3.Thit b Set Top Box Ph dch v hng thng(chn 1 trong 2 hnh thc) 1. Tr theo lu lng s dng Ph thu bao (VN/thng) Ph trn 1MByte d liu download/upload(VN /MB) 80,000 60,000

600,000 VN 750,000 VN 1,100,000 VN ( Cha bao gm 5% VAT ) 900,000 VN

20,000

150,000

50,000

80

60

50

Theo mc thi gian:

03 GB u tin: 200 t 03 GB tr ln: min Ph

8h - 17h : 80 17h - 8h : 40 Mc cc s dng ti a (VN/thng) 2. Thu dch v trn gi (VN/thng) 320,000 350,000 300,000 250,000 300,000 250,000 750,000 500,000

Khng p dng Khng p dng

II. CC CHI PH PHT SINH KHC 1. Tm ngng dch v Min ph


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2. Khi phc li dch v 3. Ph chuyn i a im a im mi cch a im c trn 300m (p dng ti TPHCM) 4. Ph thay i ni dung hp ng (*) III. TC KT NI Tc truy nhp Internet ti a Download Upload 5,120 Kbps 640 Kbps 3,072 Kbps 512 Kbps

100,000 VN/ln 300,000 VN/ln

800,000 VN/ln

100,000 VN/ln

1,536 Kbps 512 Kbps

2,048 Kbps 256 Kbps

2,048 Kbps 256 Kbps

IV. CC DCH V MIN PH 1. a ch IP 2. a ch Email a ch email c cung cp km theo 03 email 03 email 03 email 03 email 03 email IP ng IP ng IP ng IP ng IP ng

Cc gi dnh cho h gia nh ca Viettel TT Khon mc ph Cc gi dch v Home N Home E Home C


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1 Tc ti a (download/upload) 2 Mc ch s dng

1024/512 Kbps 1536/512 Kbps Ph hp vi nhng nhu cu c bn nh: tin tc, gi nhn mail, chat, gi in thai quc t Internet, nghe nhc trc tuyn Ph hp vi nhng nhu cu nh: tin tc, gi nhn mail, chat, gi in thai quc t Internet, nghe nhc trc tuyn, ti cc file d liu c th s dng hu ht cc ng dng trn mng.

1664/512 Kbps Ph hp vi nhng nhu cu cao cp nh: tin tc, gi nhn mail, chat, gi in thai quc t Internet, nghe nhc trc tuyn, ti cc file d liu ln, webcam c th s dng hu ht cc ng dng trn Internet vi kh nng kt ni t 1-3 my.

3 Ph lp t ban u (VN) Lp dy mi - Ti H ni - Ti H Ch Minh S dng dy in thoi Viettel 4 Ph thu bao thng (VN) 5 Ph lu lng tnh trn 1MB gi v nhn 350.000 500.000 min ph 18.000 08h-17h: 95 17h-23h: 38 23h-08h: 10 S dng tit kim nht vo thi im ngoi gi hnh chnh 300.000 230.000 350.000 500.000 min ph 30.000 6GB u: 42 8GB tip theo: 40 > 14GB: 20 350.000 500.000 min ph 40.000 100

6 Mc cc ti a hng thng 7 S dng trn gi

450.000 300.000

550.000 400.000

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8 T vn chn gi cc: 1. Mc s dng =<100.000 /thng 2. Mc s dng t 150.000 200.000 /thng 3. Mc s dng t 150.000200.000 /thng 9 Min ph

01 Email 30 MB c dng: abc@viettel.vn

Cc gi dnh cho doanh nghip, i l Internet cng cng ca Viettel TT Khon mc ph Cc gi dch v Office C Net C 2048/640 Kbps Thit k ph hp vi cc doanh nghp c nhu cu gi v nhn d liu cao, lin tc, phc v nhiu phng ban. S dng tt cc ng dng cao cp trn mng: xem film, game online, music, ti file d liu ln, video conference, kt ni trn 6 my Net + 3072/640 Kbps Thit k dnh cho cc i l vi s lng my tnh kt ni ln, i hi tc cao. S dng tt cc ng dng trn mng: game, music, film, chat, webcamkh nng kt ni trn 10 my

1 Tc ti a 1664/512 Kbps (download/upload) 2 Mc ch s dng Thit k p ng cho cc nhu cu c bn ca vn phng, doanh nghip: S dng cho cc mc ch: tin tc, gi nhn mail, chat, gi in thai quc t Internet, nghe nhc trc tuyn, ti cc file d liu ln, webcam c th s dng hu ht cc ng dng trn Internet vi kh nng kt ni t 1-3 my.

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tnh 3 Ph lp t ban u (VN) Lp dy mi - Ti H ni S dng dy in thoi Viettel 350.000 min ph 350.000 500.000 min ph 160.000 6GB u: 52 8GB tip theo: 40 > 14GB: 20 880.000 700.000 350.000 500.000 min ph 200.000 - Ti H Ch Minh 500.000

4 Ph thu bao thng 80.000 (VN) 5 Ph lu lng tnh trn 1MB gi v nhn 6 Mc cc ti a hng thng 7 S dng trn gi 6GB u: 50 8GB tip theo: 40 > 14GB: 25 700.000 550.000

40 1.000.000 700.000

8 T vn chn gi cc: 1. Mc s dng t 300.000- v 400.000 /thng 2. Mc s dng t 400.000500.000 /thng 3. Mc s dng t 500.000 tr ln 9 Min ph

03 Email 30 MB c dng: abc@viettel.vn

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Thc t khi m cht lng dch v gia cc nh cung cp khng thc s khc bit, s khc bit ch yu vn l trn gii thiu hoc nhng iu kin l tng m thc t khng c nh th, nn khch hnh c xu hng tip cn vi dch v m c bit n nhiu hn hoc dch v r hn. Nu xt trn 2 yu t ny th VNPT c v yu th hn i th cnh tranh ca mnh. FPT c mt h thng phn phi v qung b thc s rt hiu qu, ti tt c cc trng H, cc trng PTTH, PTCS, ti cc ng xm, ct in u thy qung co gii thiu v dch v ADSL ca FPT, cc thng tin v khuyn mi dch v cng c mng li bn hng a n cc ni rt hiu qu, xt v chin lc qung co v phn phi th VNPT thua st so vi FPT. FPT rt thnh cng vi cch lm cho khch hng b n tng v s ph bin v xut hin u n, to hnh nh thng xuyn trong tm tr khch hng n mc i khi ngi ta gn dch v ADSL vi FPT. Xt v yu t gi c th c l VNPT li thua so vi Viettel v vi mt th trng dch v khng c qu nhiu khc bit v cht lng phc v th gi c l mt iu c nhiu khch hng c thu nhp thp quan tm, v chin lc ca Viettel cng l hng ti th trng khch hng tim nng rt ln ny. T chin lc cnh tranh ca 2 i th ln ny c l VNPT cn rt ra nhiu iu hn trong cch qung b hnh nh, cc chin lc th trng v tip th hiu qu hn khng thua trong cuc cnh tranh khc lit ny.

II, Khch hng l thng


1, Chm sc khch hng
A, 7 sai lm cht ngi trong dch v Chng ta mt khch hng nh th no? Ty Boyd a ra 7 sai lm cht ngi trong dch v: Coi trng vn tin nong v li nhun hn bn thn dch v S t mn do nhng thnh cng mang li Vic sp xp t chc khng mang li mi trng lm vic theo nhm Thiu nhng kha o to nhn vin hp l, thiu s ghi nhn cng lao v khng bit gi h li lm vic Khng lng nghe
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C lp khng quan tm n khch hng v cc i th cnh tranh Ch ni ch t lm thm ch ni di C l chng ta tng l nn nhn ca cc sai lm trn. Tuy nhin, nu c hi bn c tha nhn bt k sai lm no trong s khng bn s ni KHNG. Dch v khch hng l mt vn phc tp v ht sc quan trng i vi nhng thnh cng lin tip ca bt k doanh nghip no. N rt d b sai lch nu khng c nhng ch dn v tiu chun. Ty cng a ra nhng nguyn tc tn dng ti a k nng lng nghe v tng mc hi lng ca khch hng: 1. ng ngt qung 2. a ra nhng cu hi sau im lng. Hy tht s tp trung lng nghe 3. nh kin s lm lch lc nhng g bn nghe, hy lng nghe m khng c bt k nh kin no 4. ng vi a ra nhng cu tr li trc khi bn nghe ton b cu truyn 5. Lng nghe mc ch chi tit v nhng kt lun 6. Lng nghe tch cc bao hm vic phin dch l ngha 7. Hy lng nghe nhng g khng c ni ra, nhng th b n i thng quan trng hn 8. Hy ngh gia nhng cu 9. Tiu ha nhng g c ni v khng c ni ra trc khi a chng vo ming 10. Hy th hin cho khch hng bit bn ang lng nghe bng hnh ng Nghe c v n gin nhng hy tp trung vo n, mi chuyn khng n gin nh v b ngoi ca n. B, Dch v khch hng ni bt l mt cng c bn hng hiu qu Dch v khch hng l s theo ui khng ngng s hon ho lm cho khch hng hi lng n mc h s ni cho ngi khc v cch h c cng ty bn i x.
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c phi l cch m khch hng c a bn cm nhn? Theo Ty Boyd ( m t chuyn gia ht sc ni ting v dch v khch hng) nu h cm nhn nh vy, bn thuc v nhm 5% doanh nhn thnh t, 95% cn li s nhanh chng tht bi. Trong rt nhiu nm Ty thu thp thng tin v din thuyt khp ni trn th gii v dch v khch hng. Mi mt lnh vc kinh doanh li c cch hiu ring v dch v khch hng bi v s khc bit v sn phm v dch v. im chung gia nhng cch hiu l nhng thuc tnh dch v khch hng. Di y l 12 thuc tnh c trnh by trong cuc hi tho ca Boyd. C bao nhiu thuc tnh di y c trong dch v khch hng ca cng ty bn? nu cng ty ca bn ang nh mt khch hng vo tay i th. c phi l mt cm gic d chu khng? 1. N lc v s hi lng ca khch hng bi tt c nhn vin trong cng ty. 2. Nhng phn ng ngay lp tc trc nhng yu cu ca khch hng (ngay by gi, ch khng phi ngy mai). 3. C nhn chu trch nhim i vi nhng nhu cu ca khch hng (khng chi b trch nhim). 4. Hy lm nhng g bn ni v ngay lp tc 5. ng hoc chia s vi nhng li phn nn hoc thc trng ca khch hng. 6. Linh ng trong vic p ng nhng nhu cu c th ca tng khch hng (kh nng i qu gii hn do chnh sch cng ty ra). 7. Tng quyn quyt nh cho nhn vin 8. Giao hng thch hp cho nhn vin. 9. Thc hin nhng g bn ha trc v sau khi bn hng. 10. Mt h thng giao hng khng c l v khng c nhc im. 11. Nhng nhn vin u t phc v khch hng v p dng dch v khch hng.
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12. Ci khi ni chuyn qua in thoi. Hy ra v thc hin chnh sch dch v khch hng Ty Boyd Di y l nhng v d do Ty a ra, trong phn ni chuyn v s lnh o v i mi trong dch v khch hng ti cc doanh nghip M: Lnh vc t t tn cho dch v ca h l dch v N TNG v h theo ui thc hin chng trnh GOTTACHA (Get Out To The Custumers Car and Assist) sn xut nhng chic t ph hp vi tng khch hng v dch v h tr. H thc hin theo trit l WITTDTJR (What It Takes T o Do The Job Right) lm nhng g cn lm thc hin ng cng vic. Bn c lm nh vy? Trong ngnh cng nghip t c rt nhiu nhn vin nhit huyt, hiu bit, n lc gip nhm hi lng khch hng, vi s tp trung c bit vo vic gip khch hng n c cm gic c thng tin y v sn phm m h cn khng bao gi bn c nhiu sn phmtr hn mc khch hng cn. Nhng ca hng tn ti v khch hng c th cm nhn c iu . Nordstom ton b chnh sch dch v ca h l: Hy s dng kh nng nh gi sng sut ca bn trong mi tnh hung (Use your good judgment in all situations). Nhng ngi tham gia hi tho tng mua hng a ra v s v d v dch v khch hng c thc hin hn mc quy nh a ra, bao gm c vic mua sn phm m h ht hoc khng d tr t nhng i th cnh tranh v giao chng cho khch hng m khng tnh thm bt k mt ph ph no. L.L.Bean trc khi c mt nhn vin ni khng vi khch hng, h phi c c s chp thun ca b phn qun l. Hy ngh v iu . Trit l rt n gin: Dch v tuyt ho s to nn c qua vic khch hng quay li Dch v ti s y khch hng n vi i th cnh tranh ca bn. Bt k khi no bn gp g mt khch hng, hy th iu ny: Hy nh gi gi tr (khon li nhun) ca khch hng mang li cho bn trong 10 nm ti, v bn s bt u nhn h theo cch hon ton mi.

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Ty vit ra mt bn lit k 51 cch tip cn ng ch tht s ca bn khch hng. Di y l mt vi v d Yu cu nhng ngi qun l cao cp nht thng xuyn gi in cho hng. To mt ng dy nng vi khch hng. p li nhng yu cu hoc phn nn ca khch hng trong vng mt gi phi tr thnh chnh sch ca cng ty. t ra mc tiu gii quyt tt c nhng phn nn ca khch hng trong vng 24 gi... sau rt ngn li cn 12 gi. Yu cu nhng nhn vin, nh qun l cao cp trc tip tr li nhng phn nn ca khch hng To ra mt khu hiu xoay quanh ngha (Cng ty chng ti) c ngha l dch v. Hy dn n ln tng, ln u nhng l th, ln nhng ti liu qung co, ln ng phc. Xm chng ln trn ca bn. C, Nhng phn nn to ra bn hng nu x l thch ng Khi khch hng phn nn, bn c c hi cng c mi quan h Khch hng lun ng. Tr khi h sai, m iu ny th xy ra thng xuyn. Trong bn hng, ng hay sai khng quan trng. Quan trng l s cm nhn ca khch hng. Lm cho khch hng hi lng v vui v l iu quan trng. Phng php hiu qu nht x l nhng phn nn ng s ca khch hng l g? Hy th phng php va chm c nhn. y l mt cng thc m chng ti lin t c s dng v pht trin. s dng phng php ny, trc ht v quan trng nht l nhn trch nhim, thm ch l li khng phi do bn hoc bn khng phi l ngi c trch nhim gii quyt chng. Khch hng khng quan tm, h ch mun bn gii quyt n ngay lp tc. Di y l 15 bc nhn trch nhim khi lm vic vi nhng khch hng khng hi lng v vui v. Khng ch mang li hiu qu, phng php ny cn cung cp
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mt cng c t phn tch vo phn cui d ngn chn s ti din ca vn . Tt c 15 bc phi c thc hin hoc bn c nguy c nh mt khch hng ca mnh. 1. Hy ni vi h bn hiu cm gic ca h 2. Hy nhn mnh s ng cm vi h (Hy ch ra mt tnh hung tng t. Hy ni vi h rng bn cng cm thy rt phin mun. V ni mt iu tng t xy ra vi bn) 3. Lun lun lng nghe. Hy chc chn rng khch hng ni vi bn tt c mi th. ng xen ngang. Hy a ra nhng cu hi hiu r vn hn v tm ra nhng iu cn lm tha mn h. 4. Lun ng vi khch hng nu c th. (ng bao gi tranh ci hoc nng gin) 5. Ghi chp v khng nh li tt c vn c cp, chc chn rng khch hng ni tt c nhng g h mun v cn ni. 6. Hy l mt i s cho cng ty ca bn. Hy ni vi khch hng rng bn s trc tip gii quyt vn . 7. ng li cho khch hng hoc tm kim s gii thot. Hy tha nhn chnh bn ( v/ hoc cng ty ca bn ) sai lm v nhn trch nhim sa cha sai lm . 8. ng n y trch nhim. N khng phi l vic ca ti,...Ti ngh anh y ni rng,... Hin nay c y khng c mt y,...v Ai phi c trch nhim x l vn ny l nhng phn ng khng bao gi c p dng vi khch hng hoc c khch hng chp nhn. 9. Phn hi ngay lp tc. Khi mt vn no xy ra , mi ngi mong mun n c x l ngay lp tc. Khch hng mun n tr nn hon ho. 10. Tm kim nhng im chung hn l nhng vn .( Hy c gng to ra s hiu bit ln nhau) 11. Hy s dng s hi hc. Lm cho mi ngi ci s lm cho h thoi mi.

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12. Hy tm ra, trao i v ng v mt gii php hoc cch gii quyt. a ra nhng la chn cho khch hng. Khng nh li n (bng vn bn nu c th).Ni vi h nhng g bn nh lm... v hy lm nhng iu ! 13. Thc hin vic theo di sau khi tnh hung c gii quyt. 14. Hy c gng nhn c th phn hi nu c th. Gii quyt mt vn tha ng s gip cng c s tn trng, xy dng ln tnh cch, v to ra nn mng cho mi quan h lu di. Hy ni vi khch hng bn mong nhn c mt i dng cm nhn v vn c gii quyt. 15. Hy hi chnh bn: Bn hc c iu g, v bn c th lm g ngn chn tnh hung ti din? Ti c cn thc hin nhng thay i? Nhn thc c mt s thc t khi c gng thc hin mc tiu tha mn khch hng l ht sc quan trng: Khch hng bit chnh xc h mun g v nh th no nhng h c th l mt ngi giao tip t hi v khng th truyn t hon ton cho bn, hoc ni vi bn theo cch lm cho bn kh hiu. Nu khch hng khng th din t phn nn ca h r rng v chnh xc, chnh bn l ngi gip h lm iu . Hy nh rng, bn cng l mt khch hng mt thi im no . Hy ngh v mc dch v m bn mong mun khi bn l mt khch hng. Tt c khch hng u ngh rng h l khch hng duy nht ca bn. Hy i x vi h theo cch nh vy. Hy lm cho khch hng cm thy h quan trng. Khch hng cng l con ngi v c nhng vn ging nh chng ta vy. Khch hng mong mun dch v c p ng trong tch tc Tt c u ph thuc vo bn S cm nhn ca khch hng chnh l thc t. Khch hng xng ng chng ta phi c gng p ng nhng g h cn.

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D, Chm sc khch hng vic khng ca ring ai Phn ny c tch ring ra ch nhn mnh tm quan trng ca vic cn c mt chin lc chnh sch chm sc khch hng mt cch ng b v thng nht trong ton b h thng phn phi hay trong ton b cng ty. Nu bn khng nh xin nhc li khch hng l ngi c vai tr quan trng nht quan trng hn tng gim c, quan trng hn hi ng qun tr, quan trng hn bt c phng ban no, nu khng c cc v tr trn c th tuyn dng v thay i nhng nu khng c khch hng cng ty s cht. D khch hng quan trng nh vy nhng c v nh cc cng ty d l sn xut hay cung cp dch v vic chm sc khch hng ang c ph mc cho mt b phn nht nh. C th l b phn chm sc khch hng, hay c th l l tn hoc nhn vin bn hng, ngi tip xc trc tip vi khch hng. Thc t khng phi l trch nhim ca ring ai hay ring mt b phn no c, mi nhn vin, mi b phn trong cng ty c trch nhim chm sc khch hng tt nht khi c th cho d c phi l nhim v ca mnh hay khng. Vn vi cc cng ty l lm sao tt c cc nhn vin, t ngi bo v cho n nhn vin l tn, ngi thu ngn, n ngi tr li in thoi hay nhn vin bo hnh, lp t, hay k c l cc trng b phn, phng ban u hiu v c thi hp l trong tip xc vi khch hng, phi l mt chin lc, mt vn quan trng c tt c cc nhn vin quan tm v ghi nh, v hy n tr thnh tiu ch nh gi nhn vin trong cng ty.

2, CRM qun l quan h khch hng - xu hng tt yu


A, CRM khng phi l mt la chn ty tin Peter Drucker ni: Mc ch ca mt doanh nghip l to ra khch hng. iu hm trong cu ni v cng trnh nghin cu ca ng l tm quan trng ca vic gi c khch hng v pht trin chiu su quan h ca h vi bn. Nghin cu ca Frederick Reichold v Earl Sasser ca Trng kinh doanh Havard cho thy rt cuc th, a s khch hng mi lm bn tn chi ph tin chi cho qung co v tip th, tin chi ra tm hiu iu khch hng mong mun v truyn t cho khch hng cch thc giao dch kinh doanh tt nht ca bn.

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Qun tr quan h khch hng (CRM) c th l v kh mnh m duy nht m nh qun l nh bn c, m bo khch hng s tr nn trung thnh v duy tr lng trung thnh vi bn. ng vy, CRM l v kh mnh m duy nht m bn c, c th cn c trc nhn vin ca bn. Nghe c v k d? Chng ti s gii thch ngha ca iu ny. Cc nhn vin tuyt vi v lun lun s l xng sng ca bt k doanh nghip no. Nhng thnh qu ca nhn vin c th c khuyn khch hay cn tr bi chin lc bn thit lp, v bi cc cng c bn giao cho nhn vin thc hin cng vic. Nu c thc hin tt, CRM s va l chin lc va l cng c theo mong mun ca bn. Khi bn v nhn vin ca bn c CRM trong tay, CRM s i vo cuc sng, gip bn v i ng ca bn lun trong dng chy cuc sng v c th tin on bi cnh thay i ca th trng. Vi CRM, khch hng trung thnh khng phi nhn c hnh phc tnh c, c to ra bi mt dch v khch hng ngoi l, mt nhn vin bn hng hay m t nh pht trin sn phm cm nhn c v p ng nhu cu ca khch hng. Thay vo , bn s c trong tay li th ct li tin tc ca khch hng: cc d liu c chuyn thnh thng tin, v thng tin s chuyn thnh hot ng tha mn khch hng. p dng CRM l hot ng khng c g phi bn ci trong mi trng kinh doanh hin ti. D khch hng ca ban l ni b hay bn ngoi, ngi tiu dng hay doanh nghip, d h lin h vi bn qua mng hay trc din, trn ton cu hay trong tnh thnh ca bn, th CRM vn l tm v i n thnh cng ca bn. 1, Khi nim qun tr quan h khch hng Qun tr quan h khch hng l mt phng php ton din thit lp, duy tr v m rng quan h khch hng. Hy xem xt k hn hm ca nh ngha ny. Trc tin, hy xem xt t ton din. CRM khng ch thuc v lnh vc kinh doanh tip th. CRM khng ch l trch nhim ca ring nhm dch v khch hng, cng khng phi l sn phm sng to bi nhm cng ngh thng tin. Mc d bt k lnh vc no u c th l nh v ch v CRM trong ni b t chc ca bn, nhng thc ra CRM phi l phng thc thc hnh kinh doanh lin quan n mi lnh vc. Khi CRM ch c y thc cho mt lnh vc no ca t chc s t chnh quan h khch hng chu ri ro trong khi t chc li tm cch duy tr. Tnh hung Bnh nhn cng l khch hng

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Vo u thp nin 1990, bnh vin Cng ng Trung ty MCH nhn thy rng, cc chng trnh chm sc sc khe ch nh bnh nhn nhp vin u. Tuy nhin, chnh cht lng chm sc m bnh nhn tri nghim bnh vin, c chn bnh vin MCH l ni chm sc sc khe ca h trong ln tip theo hay khng, hay h s tm cng tri cui t chng trnh chm sc sc khe gi h n iu tr ni khc. Do vy mt chng trnh quan h khch hng c trin khai nng cao s tha mn v tnh trung thnh ca bnh nhn. Chng trnh lin quan n mi lnh vc c tip xc vi bnh nhn, t cc nhn vin an ninh i tun tra bi u xe, n cc y t v h l, n i ng qun l thit b dng c, nhn vin nh bp v nh n. Tuy nhin chng trnh b qun lnh vc ti chnh. Nhn vin k ton, quen vi cc chnh sch my mc v c cung cch v t dng dng khi vit ha n v thu tin vin ph. Bnh vin MCH thy rng mi thin to c trong thi gian bnh nhn nm vin, c th v thng xuyn b sng b khi bnh nhn hay gia nh bnh nhn tip xc vi b phn ti chnh. MCH hc c mt cch cay ng rng qun tr quan h khch hng vt qua s chm sc truyn thng, v vn hnh, CRM phi bao gm mi lnh vc. T kha th hai trong nh ngha ca chng ta l phng php M t phng php, theo t in Webster, l cch thc x l vn no . CRM l mt cch t duy v v x l cc mi quan h khch hng. Chng ta cng c th dng t chin lc y v nu thc hin tt, CRM s bao gm mt k hoch r rng. Tht vy, chng ta c th tin tng rng, chin lc CRM c th c vai tr nh tiu chun cho tng chin lc khc ca t chc. Mi chin lc ca t chc, nu khng phc v cho vic to ra, duy tr v m rng cc mi quan h khch hng th u khng phc v cho t chc. Chin lc thit lp phng hng cho t chc ca bn v bt k chin lc no cn tr quan h khch hng cng s lm cho t chc i sai hng. Bn cng c th xem xt vn ny t cp b phn hay phm vi. Cng ging nh cc t chc ln c cc chin lc cc k hoch v qun l c ng, hu cn, tip th,, b phn hay phm vi ca bn cng c mt tp hp cc chin lc v vic gi chn nhn vin, v nng sut, thi biu lm vicMi chin lc ny phi h tr cho cc quan h khch hng. iu ny c v qu hp l n ni khng cn lu , tuy vy, n rt d b lng qun. Th d, vo cc thi im c mc tht nghip v cng thp, th cn c gng gi mt nhn vin khng phi l mt nhn vin l tng, ch c thm u ngi khng? Hoc, khi xem xt tnh hung quen thuc cc trung tm in thoi, vi p lc lm sao cho cuc gi khng qu ko di to n tng vi khch hng. By gi hy xem xt cc t thit lp, duy tr v m rng. CRM ni v ton b chu k khch hng. y l iu chng ta s tho lun chng sau v dch v khch hng/tiu s bn hng. Khi bn trin khai chin lc CRM, bn s thu thp v phn tch
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d liu v khch hng mc tiu v thi quen s dng dch v Internet ca h. T ngun thng tin phong ph n y, bn c th hiu v d bo hnh vi khch hng. N lc Marketing, c trang b kin thc v khch hng, s thnh cng hn c vic tm kim khch hng mi ln vic khin cho khch hng hin ti chi tiu nhiu hn cho cng ty bn (th d chuyn t thu bao theo dung lng sang thu bao trn gi; t hnh thc cc ny sang hnh thc cc khch). Cc mi lin h vi khch hng c trang b thng tin chi tit v s a thch ca khch hng, s lm khch hng tha mn hn. CRM c tnh chin lc Hy to mt danh sch cc chin lc then cht dn dt phm vi trch nhim ca bn. Phng php no hay k hoch no xc nh: Cc cp nhn s? Cc ch tiu v nng sut? Cc qu trnh v cc th tc? Qu trnh bo co? By gi hy vit ra phng php qun l quan h khch hng ca ring bn, ca ring VDC. Hy so snh chin lc CRM vi cc chin lc then cht khc. Chng c h tr cch thc bn mun tng tc vi khch hng khng? Ti sao c v ti sao khng? Cui cng, chng ta hm g vi quan h khch hng trong nn kinh t hin nay, khi m chng ta giao dch kinh doanh vi cc c nhn, cc t chc m chng ta cha tng gp, c th khng bao gi mun gp, bit v h t hn nhiu theo ngha giao tip ngi vi ngi? CRM lin quan ti vic to cm nhn tip xc mc cao, trong mt mi trng k thut cao. Ly v d trng hp ca Amazon.com (trang web bn sch trc tuyn). Nhng khch hng ca Amazon cha tng ni vi mt con ngi trong sut thi gian tng tc dch v. Tuy nhin, mi khch hng u c cm nhn v mi quan h vi Amazon. V sao? V cc cc cng c CRM h tr chin lc quan h khch hng ca Amazon cho php Amazon:

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To thm gi tr cho cc giao dch khch hng qua vic nhn din cc khan mc c lin quan vi c trng khch hng mua quy n sch ny cng s mua, rt ging vi cch thc mt ngi bn l gi cc mn hng lin quan han tt vic bn hng. Cng c cc mi quan h bng cch nhn ra cc khch hng mua sm nhiu ln, v cm n h di hnh thc t ly c phn nng n cc con tem c gi tr 1cent lm d dng tc gi th. Tm li, cc khch hng mun giao dch kinh doanh vi cc t chc m hiu iu h mong mun v cn. D bn bt k v tr no trong VDC, CRM nhm qun l cc mi quan h khch hng hiu qu hn, gip bn c th ct gim bt chi ph, ng thi tng cng kh nng pht trin ca cc gi dch v ADSL m bn cung cp. Khch hng bn ngoi: Ngi bn ngoi t chc s dng dch v cho VDC cung cp Khch hng bn trong: mt cc nh ngha v i ng nhn vin bn ngoi b phn ca bn (vd: nhn vin cc phng ban khc ca VDC), bn trong t chc (VNPT) m cng vic ca h ph thuc vo cng vic ca bn. V vy, h l khch hng ca bn. Trch nhim ca l cung cp cho h nhng iu h cn thc hin cng vic ca h d dng hn.

2, Cng ngh khng c ngha l chin lc Vi nm qua, th gii chng kin s bng n cc cng c CRM, c bit trong vic p dng cc phn mm qun l. Theo mt bo co ca t chc Forrester Research, c 45% doanh nghip ti M ang xem xt hay ng dng th cc d n CRM, trong khi c 37% cc doanh nghip khch ang thit lp hoc han thnh cc d n CRM, cc doanh nghip ny chi hng chc triu USD vo cc ng dng CRM, thng lm vic vi 10 hoc hn cc nh cung cp khc nhau.Con s ny, Vit Nam, cn ng suy ngh. Mc d c coi l thn y dnh cho doanh nghip, nhng theo Phng thng mai v cng nghip Vit Nam-VCCI, hin ch c 1,1% doanh nghip ti Vit Nam ng dng cc gii php ni trn.

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Tuy nhin, cht lng dch v khch hng lin tc suy gim. Ch s tha mn khch hng ca Hoa K, c trng kinh doanh i hc Michigan tnh ton, gi m trung bnh 7,9% t nm 1994 n nm 2000. ng thi, s lng cc a ch trc tuyn, m ngi tiu dng c th gi cc than phin v dch v khch hng cho khp ni trn th gii, tng ln. iu g ang xy ra y? Nu CRM l v kh mnh m nh ta ni, th ti sao dch v khng c ci thin? Chng ti tin rng vn bt ngun t s ln ln gia cng ngh vi chin lc. D trong cng vic vi n lc quy m ln hay nh, cng thng thy thut ng CRM c dng nh ch vit tt cho cng ngh, h tr cho vic thc hin chin lc. Nh bn c th thy hnh 1-1, chin lc CRM ca bn c th dn dt cu trc t chc ca bn v n lt t chc ca bn dn dt cc chn la lin quan vi vic p dng cng ngh. Tuy vy, cc c nhn v t chc ho hng vi cc p dng cn ngh, v qun rng h phi bt u bng mt chin lc CRM. S ln ln v ngn ng th khng c ch li g, v s cc bi vit v bi nhn xt v cc cng c CRM, v cc cng ngh, khng bao gi cp n chin lc. Cc bi vit trn hm hoc cp thng vn , v cho rng vic duy nht m bn cn lm c hot ng CRM hiu qu, l mua cc ng dng thch hp. ng l vic mua ng dng thch hp th quan trng, nhng chin lc CRM s cho bn bit ng dng no thch hp vi bn. Hy nghin cu tnh hung di y: Mt nhm nghin cu v CRM gp anh S, l gim c ca mt cng ty cung cp dch v mng, v hi anh: Phng thc qun l quan h khch hng ca anh nh th no? Anh ni: , chng ti mun mua mt h thng phn mm qun tr c s d liu, v k ra rt nhiu cc ng dng c th, tuy nhin, anh ni tip: nhng trong hin ti thu nhp ca chng ti cha u t iu ny.

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Bit mc ch ca bn ng qu b thu ht bi cc cng c ca CRM, trc khi hiu r mc ch ca bn v cch thc bn dng thip lp, duy tr, v m rng cc quan h khch hng. C c mt c s d liu khch hng, th khng ging nh c mt chin lc CRM. Nh mt ngi bn ca chng ti thch ni rng, Mt cun t in l mt c s d liu v t ng k diu, nhng t in khong th vit mt l th cho bn.

Nhm nghin cu c gng trao i thm: chin lc ca anh th no chc chn rng khch hng ca anh mt khi s dng dch v Internet ca anh, s khuyn khch ngi thn s dng n v cam k t s dng lu di? Lm th no anh chc chn rng mi thnh vin trong i ng ca anh, t ngi u ni u dy, nhn vin t vn khch hng, ngi i thu tin hng thngs lm vic to c s gn b vi khch hng? Anh bt u ni v i v hng hi: M i ngi ch cn n lc tt nht tr nn thn thin, v lm cho khch hng c m thy c phc v tt nht, chng ti s d dng thc hin iu ny hn khi

c c c s d liu. Ngi gim c ny ri vo iu nhm ln CRM l cng ngh. l iu d lm v nguy him. Nu khng c mt chin lc thit lp, duy tr v m rng cc quan h khch hng, cng ty ca S c th khng bao gi c thu nhp u t vo cng c CRM hoc ngay c cnh tranh tn ti vi nhng nh cung cp khc.

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Ti chnh

Tng trng CHIN LC

Hu cn

QUN TR QUAN H KHCH HNG Qun tr c ng Tip th

Cc chnh sch

Hnh thp Ma trn

CU TRC T CHC Bo co o lng Kim sot

P DNG CNG NGH

Hnh 1-1: Chin lc CRM tc ng cu trc v cng ngh

Cc khch sn, t nht l cc khch sn tiu chun cao cp, qun l h thng khch hng t lu trc khi tn ti cc cng c CRM m chng ta bit n ngy hm nay. V vy, tht may mn cho S, cc hot ng chin lc CRM ng n tn ti. Cc nhn vin L tn khch sn thng hi khch hng h n ngh nhn mt dp c bit no hay khng? Cc thng tin v cc ngy sinh nht nhanh chng c chuyn qua nh hng, ni s cung cp thm ru sm panh hay chic bnh sinh nht c bit. Tuy nhin, bi v S qu tp trung vo gii php k thut cao m anh cha th mua, anh khng
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Qun tr thng minh Hiu bit nh ca bn Bn cng hi u r v nh CRM ca bn, kh nng bn s chn cc cng c thch hp cng cao h tr nh ny v bn s bm vo vic s dng cc cng c ny. khuyn khch i ng nhn vin ca mnh thit lp, duy tr v m rng quan h khch hng. C nhiu hnh phc bt ng mang li cc khch hng hnh phc. Nhng vn cn nhiu c hi b b l hn.

3, Sc mnh ca CRM

Sc mnh ca CRM n t s r rng v phng php ca bn. Hy suy ngh mt lc v s hoch nh v s sp xp ring ca bn. Theo mt ngha no , l cng c CRM ca bn. Bn dng cng c g? Mt cun lch vi nhiu ci tn hoc a ch vit vi vng, v nhiu ming giy dn? Hay bn ngn np hn dng ming keo dnh? Hoc bn l ngi dng cng ngh, s dng cc thit b tr gip k thut s c nhn PDA i mi theo di cng vic? H thng sp xp c nhn ca bn tr gip hiu qu cho bn nh th no? Chng ti sn lng gi rng bn c th t hiu qu khi dng ming giy stick nh, cng nh dng mt my PDA, min l bn hiu r nh ca mnh, v chn ng cng c. Chng ti tin rng c kh nhiu ngi trong s cc bn ang s dng (hay t ra ang chun b s dng) cch sp xp m bn ngh rng nn dng. chnh l iu xy ra vi mt ngi bn tt ca chng ti. Ti mua mt PDA HP vi gi 350 USD m ti cha bao gi s dng, ngay c tun u tin kh s trong vic tm cch s dng n. Ti mua ch v rt nhiu ngi c. H c v ngn np v lm vic chuyn nghip Chin lc khng phi l cng ngh vi mt vt dng hin i v t tin nh v y. Ti Hy lng nghe cch dng thut ng CRM trong VDC. cng ngh l mt PDA s Mi ngi c nhm ln gia chin lc v cng ngh gip ti ngn np v qun l tt hn cc d liu ca hay khng? Nu c, bn c th l ting ni lm sng t mnh. Tuy nhin, ti c ng iu ny. Hy nhn mnh rng cc p dng CRM v cc vn s dng cun s tay ca cng ngh, l ni n cc cng c ca CRM. Hy hi v mnh. cch thc m mi cng c s h tr chin lc CRM ca bn nh th no. Mt PDA l mt li th khi bit cch s dng,
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v l mt th xa x nu bn khng bit dng. iu ny cng ng vi mt cng c CRM gi hng chc ngn USD. c s r rng v nh CRM ca bn, hy suy ngh mt lc v chnh cc khch hng ca bn, d l khch hng bn trong (trong tp on VNPT) hoc khch hng bn ngoi (cc cng ty, c nhn, nhm s dng dch v Internet ca bn) iu g khin h s dng dch v Internet ca bn? Nu bn qun l lnh vc h tr ni b (cung cp dch v Internet cho cc doanh nghip nm trong VNPT), bn hy t hi, nu c la chn thc t, nhng ngi ny c chn dch v MegaVNN khng hay Mu lc kinh doanh l MegaOffice ca FPT? Chia s chin lc Bn cn cc phng thc g gi khch hng? Gip bn hiu r hn iu h mong Hy chc chn rng thnh vin mun v cn c v gip bn cung cp n nhm ca bn bit chin lc hiu qu hn? CRM ca bn l g, v lm th Khch hng ca bn cn v mong mun g no cc cng c bn chn s khi h gp bn? Khi h gi in hi v dch h tr chin lc . Cch lm v ca bn? l mi mt i din t mt lnh iu g thc y khch hng ca bn tip tc vc khch ca t chc n d s dng dch v Internet ca bn trong tng bui hp ca nhm v gii thch lai? cch thc lnh vc cng tc ca i din ny s dng d liu Thng tin g v khch hng ca bn s gip bn xc nh cc phng thc lm tng s khch hng m cc thnh vin chi tiu ca khch hng cho dch v ca bn, nhm ca bn thu thp c. nh chuyn i gi dch v t theo dung lng sang trn gi? Cc cu tr li cho cc cu hi ny s bt u lm sng t CRM ca bn. Hai v d di y c l l hu ch khi bn suy ngh v khch hng ca mnh. Trung tm chm sc khch hng N qun l trung tm chm sc khch hng ca mt cng ty vin thng. Nhm ca c tr li cc cuc gi, yu cu gi bng email ca ngi s dng sn phm v dch v ca cng ty. N bit rng khch hng ca c thng chn cc sn phm ny v y l thng
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hiu m cc bn b hoc ngi cng la tui ca h hay s dng. C cng bit rng hu ht khch hng u khng ngh n c v cc nhm ca ccho n khi h c mt cu hi hay mt thc mc no . Trong trng hp c vn trc trc k thut ca mt sn phm no , cc thnh vin nhm ca N cn ly c m s sn phm ca khch hng. Ngai vic gii quyt cc vn v tr li cc cu hi, y l c hi tuyt vi tng cng lng trung thnh ca khch hng, v thu thp thm thng tin v th h ngi s dng ny. Vi vy, N hiu r rng i vi nhm ca c, CRM phi: To mt cm nhn v mi quan h, v tng cng lng trung thnh i vi thng hiu ca cc khch hng t tip xc trc tip vi cng ty. Gii quyt nhanh chng v hiu qu mt vn hay thc mc v sn phm. Thu thp thng tin v m s sn phm, sao cho tc ng tim tng ca vn , hay cc thc mc i vi cc khch hng khng ti p xc trc tip, c th c xc nh tin hnh cc sa cha ci thin kp thi. Cho php cc i din tip xc vi khch hng, chng minh s quen thuc vi s a dng ngy cng tng cc dch v.

Truyn hnh cp M. qun l trung tm truyn hnh cp, cung cp dch v truyn hnh tr tin cho cc doanh nghip, c nhn. i khi, tn hiu truyn hnh cp b mt c ngy do mt in ti khu vc ln cn. Cc khch hng c thi quen phn nn, hoc cu gin vi nhn vin i thu tin ti a bn. Nu h tht vng nhiu ln, c l h s chuyn sang nh cung cp khc. V vy, M hiu r rng to thm gi tr, CRM phi: Phc ha, cung cp thng tin v m t cho khch hng bit thi im no trong nm thng xuyn b ct in, lch ct in ti khu vc m khch hng sinh sng nhm cho h nm r hn nguyn nhn khi xy ra mt tn hiu. Theo di s tho mn i vi dch v truyn hnh c cung cp. Quan tm ti nhu cu ca nhng ngi hng xm, ngi thn quen ca khch hng c th cung cp thng tin v dch v truyn hnh cp ngay khi h c nhu cu v sn sng gip h v mt th tc. Nm bt thng tin v cc s kin khuyn mi c bit sp ti, c th d bo v thch ng vi cc thay i.
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4, Cc yu t thnh cng ca CRM Trong khi nh r rng s tip thm sc mnh cho CRM, cn vi yu t thnh cng khc cn xem xt. Chng ta s tp trung vo nm yu t quan trng nht y. Cc V d: Hy gi cho mi ngi lin kt trong cng vic M. nhn ra rng cc i din ca anh thc s kim sot CRM, v thng c m thy rng h t lm ch c quan h khch hng. lm cho CRM mang tnh tan din hn ch l cng c bn hng, M. bt u bng vic cm n i ng i din ca anh, v thit lp c s gn b mnh m vi khch hng. Anh chia s vi cu chun minh ha v nhm i din tr gip nh th no, khi nhng ngi ny em li gi cho nhng ngi qun l v cc vn hay nhu cu khch hng mong mun. Anh ni: iu ny khng phi tht tuyt sao khi bn nhn c thng tin th hng ngy? t chnh c p d ng CRM c sut thu li u t cao s c cc c tnh ny. a, C cc i tc ni b vng mnh xung quanh chin lc CRM Chng ti ni rng, CRM l mt phng thc thc hin kinh donah lin h vi mi lnh vc ca t chc. iu ny c ngha l bn v ng nghip qun l ca bn cn hnh thnh cc i tc ni b vng mnh xung quanh CRM. Nu bn v t chc ca bn mi giai on u trn cn ng trin khai CRM, by gi l thi gian a cc nhu cu ca cc lnh vc khc. Bn c th thy rng, bn s c cc yu cu gy mu thun. Hy chng li nh tranh chp v nhu cu ca bn. Nu t chc ca bn mt l trnh i tc vi CRM, th by gi l thi gian tp hp li, v thit lp cc i tc vi lnh vc hin ti ang ng h CRM. Hy cho h bit rng bn thn phc iu h lm, h bit d liu no bn cn c cung cp, gip h hiu cch thc d nh dng d liu bn yu cu ni h.

b. Nhn vin thuc mi cp v mi lnh vc s thu thp thng tin chnh xc v h thng CRM. Cc nhn vin c th tun th ph hp vi h thng CRM ca bn. Khi h hiu cn nm bt thng tin no v ti sao n li quan trng. H cng rt c th tin tng v s dng d liu CRM, khi h bit cch thc, v ti sao cn thu thp d liu.
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V d: Cng lm vic cho CRM Chng ta xem xt li trng hp ca N. c trnh by pha trn. Nhm nghin cu th trng mun thc hin cuc kho st ngn v khch hng vo cui mi cuc gi ca khch hng. N. e ngi rng c khch hng v nhn vin s t chi v tn thm thi gian. V khch hng cho rng khng phi l mc ch ca cuc gi, cn nhn vin th chu p lc phi x l mt s cuc gi c th no trong mi ca. Khi tin hnh i thoi vi ngi ng nghip v marketing, v cc nhu cu khch hng v cc mi quan tm ca c, c gip nhm CRM a ra mt chin lc kh thi. Dng sc mnh v tnh linh hot ca cc phn mm ng dng hin c, cc khch hng gi n c hn ngu nhin tham gia cuc kho st. Khch hng c oh h c sn lng dnh v pht tr li 3 cu hi, v nhn mt giy cm n? Cc khch hng ng s c chuyn tip n mt h thng kho st t ng, trong lc cc nhn vin i din dch v vn t do tr li cuc gi k tip. c. Cc cng c CRM thn thin vi khch hng v nhn vin Cc cng c CRM nn c tch hp vo cc h thng ca bn cng lin thng cng tt, lm cho cc cng c ny tr thnh mt phn t nhin ca tng tc dch v khch hng. Mt nh sn xut ln v thc phm cho vt nui (ti M) ti thit k cc mn hnh pht ra ting ni cho tuyn in thoi min ph dnh cho khch hng. Tro ng thit k ban u, mn hnh pht ting ni cui cng nhc i din bn hng thy rng s d dng v t nhin hn nu hi: Tn qu khch l g?, Qu khch gi t u n? v tn vt nui ca qu khch l g? vo lc bt u cuc gi.

d. Ch bo co d liu bn s dng, v s dng d liu bn bo co. Khng phi cng c CRM c th chuyn ti mt bo co, hm rng n c th bo co. Hy tham kho li chin lc CRM, v chy b d liu bn s thc s dng. Hy nh chia s d liu vi i ng ca bn.

e. ng dng cng ngh cao, khi cng ngh thp cn hiu qu Ti cng ty Harley Davidson ngoi Milwankee, WI, trong ma h h thng m cc cnh ca kim loi to ln ca phn xng, cc lung gi nh v khng kh ti mt bui chiu thi vo. Tuy nhin, khng may cc ca m i khi cc vt th khc bay vo, k cc cc con chn hi. Mt nhm hp li v xem xt vn v cc gii php kh thi. Sau khi tho lun cc im thun li v bt li ca phng n lm tm
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Mu lc kinh doanh Chuyn vin bo co Hy chn mt thnh vin trong nhm bn lm ngi bo co. C nhn ny s hc cch tm kim c s d liu CRM ca bn dng cho mt bo co c n thit, xem bn c th pht hin mt xu hng, hay hiu su hn v mong mun v yu cu ca khch hng khng. f, CRM l c s cng vic

chn, m mt na cnh ca hay ng ca li, h i n mt gii php l tng. Khi mt con chn hi i lc vo, c yn n v ch cho n khi n quay ra. Chn c th thch i vo Harley, nhng n khng lu. Cc t chc trin khai thnh cng CRM, tm gii php n gin nht khi thc hin chin lc CRM ca h. Mt gii php cng ngh thp hiu qu i vi ngi thc s dng n th hu hiu hn gii php cng ngh cao phc tp, tn km, i khi phi loi b hoc khng s dng thch hp.

Lee Iacocca ni: Vn ln nht m doanh nghip hin nay gp phi, l hu ht cc nh qun l u c qu nhiu thng tin. N lm h la mt, v h khng bit lm g vi tt c cc thng tin ny. Khng phi CRM ch l mt khi nim lm tng thm vn ny? Khng phi vy, nu lm ng, lm tt, chin lc CRM s thit lp chng trnh v vic bn s thu thp d liu no, d liu o s c din dch thnh thng tin v kin thc v khch hng nh th no, v thng tin s c chia s trong t chc nh th no. Chng ti tin rng vn ln nht m doanh nghip ngy nay ang phi i mt, l hu ht nh qun l c qu nhiu d liu, nhng c qu t thng tin cn thit.

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Khi thng tin tch hp v khch hng c thu thp v phn loi mt cch chin lc, bn c th hng mc tiu vo cc khch hng tim nng mi. Khi thng tin v s hi lng ca khch hng d dng c tip cn, bn c th to c cc kinh nghim v V d: Hy duy tr s n gin Khi tr s cng ty ca chui khch sn phn u tm mt phng thc hiu qu v chi ph, xc nh v cho n cc v khch lu tr nhiu ln mt khch sn no , th mt cch xc nh a im c tm ra nh sau: Khi cc v khch c n rc phi trng, hay c cho n bi ngi bo v, mt cuc tr chuyn c v nh tnh c nhng thc cht l thm d, bit xem v khch ngh ti khch sn ny cha. Ri khi ti x, ngi bo v hay ngi phc v a khch hng n bn tip tn vi cu ni: y l qu khch hng, mt c ch cho bit v khch n ln u hay khch quay tr li. Hy tng tng s ngc nhin ca tr s cng ty, khi h bit rng i ng tip tn ang thoi mi cho n khch hng vi cu ni. Chng ti rt hnh phc khi li c n tip bn, qu khch hng! dch v u vit c th qua gp g trc tip, qua in thoi, hay qua Internet. V khi nm c thng tin v cc nhu cu ca khch hng ang thay i hay tng thm, bn c th pht trin chiu su ca quan h khch hng. CRM l v kh mnh nht bn c th thit lp, duy tr v m rng cc quan h khch hng. D liu: n gin l cc s kin S kin bn phc v 40 khch hng l m t c s d liu. Thng tin: d liu c din dch ngha ca n. Bit rng 40 khch hng l con s trung bnh cn phc v l mt thng tin.
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TM TT CRM lin quan n vic qun l cc quan h hiu qu hn, sao cho bn c th gim chi ph, ng thi tng tnh kh thi cho sn phm v dch v m bn cung cp. Sc mnh ca CRM nm trong s r rng v phng php v mc ch ca bn. Trc khi tin hnh bc k tip, hy chc chn hiu r v iu

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bn mun han thnh. Hy nh rng khch hng mun kinh doanh v giao dch vi cc t chc m hiu bit h, hiu iu h mong mun v cn, v s lin tc p ng cc mong mun v nhu cu ny. CRM lin quan n vic m bo bn c thng tin cn thit lm ng vic ny. Cc cng c tr gip qun l quan h bn hng: cc cng c khng cn phi l cng ngh cao, cng c tt nht l cng c cho php bn thu thp thng tin bn cn, theo cch d dng nht i vi bn v khch hng ca bn.

B, La chn gii php - chin lc CRM Cc pht biu v s mng, tm nhn, chin lc... Tt c u c ln mang tnh yu km. Chng c thc s lm iu g tr gip trong cuc chin kinh doanh hng ngy? C qu nhiu cc t chuyn mn v qu chung chung, nhiu t thc s khng ng c in ra giy. V tht ng tic, khng phi do vit cc t ny ra, truyn b chng, v bn bc v chng ti cc cuc hp cng ty, tn thi gian, c th s dng nng sut hn trong vic khc. N ng tic v thnh cng, cc t chc cn c mt s mng hoc tm nhn r rng, v iu t chc mun tr thnh, v mt pht biu v chin lc xc nh r, cung cp mt l trnh tin n mc tiu . Khi bn c phn 1, bn ngh v phng php m t chc v b phn ca bn s dng, khi giao dch vi khch hng. Bn xem xt v th ca bn trong th trng, v iu g thc y khch hng giao dch kinh doanh, bn thng tin trong m hnh dch v khch hng, tm lc bn hng ca bn, v cn nhc dng no l dng bn mun. By gi bn c th thit lp chin lc trn dng m hnh , v dng phn ny to dng l trnh chin lc CRM ca bn. Chng ti s gip bn hiu chi tit v qu trnh, nn d bn thit lp chin lc CRM cho ton b t chc ca bn, hay ch cho b phn ca bn trong t chc, bn s cm thy tin tng l ang kim sot c phng php. V chin lc CRM ca bn s a bn v nhm ca bn i trc trong s cnh tranh. Chng hn, Thng mt triu la l mt ngh hay, nhng khng phi l mt chin lc kh thi lm giu cho c nhn, Hy nm mi thng tin hu dng v tng khch hng c giao dch vi chng ta, c l khng phi l mt chin lc hiu qu CRM thnh cng. Cng c - Hy vui thch vi Catbert
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Hy tin ln v hy bn vui v i cht, trc khi tr v cng vic nghim tc l vit chin lc CRM ca bn. Hy tham kho website Scott Adams v th tm Mission Statement generator (pht sinh pht bi u v s mng) t i www. Unitedmedia.com/comics/dilbert/career/index.htm. Nu chin lc CRM ca chnh bn c cht g, ging vi iu xut hin trong mt phim hot hnh Dilbert, hy quay tr li bng v. ra khi cc trang khi hi, hy: S dng ngn ng thng ngy. Trnh cc t chuyn mn v cc t c bit. Hy lm cho mc tiu cui cng o lng c bng con ngi, m khng cn chi tiu mt ng bc l no. Hy c mt k hoch kh thi. Chin lc l cch thc bn t n ni bn mun. 1, Cc im khi u ca chin lc CRM Trong th gii l tng, mi t chc s c mt chin lc CRM xc nh r rng. Sau cng th cc khch hng thc s tha mn l nn tng cho s thnh cng ca bt k t chc no. Nu bn iu hnh trong mt t chc c may mn c mt chin lc CRM nh vy, hy dnh mt lc nhn thy bn may mn th no ( tht d tp trung vo cc vic m t chc khng th cung cp, m iu thc s quan trng l t ra tin tng v t ho v iu h lm tt). Qun tr thng minh Hy bt u vi chin lc Hy ch rng chin lc CRM c th c a vo trong mt chin lc ln hn nh chin lc dch v khch hng, hoc ngay c chin lc kinh doanh tng th. Bn ang tm hng i r rng v cch thc t chc ca bn d inh thit lp, duy tr, v m rng quan h khch hng. Nu hng i ny r rng, gi n l g khng quan trng bng s kin n tn ti v ang hot ng. Mt tm nhn gi nh s dn dt chin lc v pht biu rng cng ty ca bn s thnh cng do tr nn tm c th gii th qu m h hng dn cc n lc CRM. Tuy nhin, nu tm nhn i vo chi tit tm c th gii s nh th no, cm nhn ra sao, v cc phng tin t khch hng hin ti v mc tiu ca bn, th bn c l c iu bn cn, thit lp mt chin lc thng li. Nu bn khng chc chn chin lc CRM ca t chc bn l g, by gi l thi gian tm ra. i khi vn khng phi l t chc thiu mt chin lc CRM, nhng
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vn l chin lc khng c truyn t. Hy tm lnh vc no trong cng ty ca bn ang s dng cc cng c CRM quan trng. Thng th l nhm IT hay cng ngh thng tin, lc khc l b phn tip th hay kinh doanh. Hy ni vi h v chin lc dn dt h dng cc cng c ny. V nu khng tn ti chin lc CRM no? Bn c hai la chn: mt l bn c th l ngi tin phong thit lp chin lc CRM cho t chc tng th ca bn. y l mt cng vic ln lao, nhng c gi tr cao v xng ng c thng. Hai l bn c th tp trung vo vic thit lp mt chin lc CRM c th cho lnh vc hay b phn ca bn. Nu bn chn thit lp mt chin lc CRM c th b phn, m thiu chin lc ln ca cng ty, bn cn lu thm chc chn rng chin lc ca bn h tr cc mc tiu kinh doanh tng qut, v cc n lc ca cc b phn v cc chc nng kh s li cun v duy tr khch hng. Khi chng ti dn dt bn trong qu trnh pht trin chin lc CRM, chng ti gi nh rng, t chc ca bn c mt chin lc CRM tng th, v mc tiu ca bn l thit lp mt chin lc ph thch hp, v c ngha cho lnh vc hay b phn ca bn. Thut ng Chin lc: Mt k hoch tm c rng ln t mt mc tiu. Thut ng chin lc c ngun gc trong hoch nh chin u qun s quy m ln. Trong kinh doanh, hy ngh v chin lc CRM ca bn nh k hoch quy m ln, t c mc tiu thit lp, duy tr v m rng cc quan h khch hng, c li cho c hai bn. Chin thut: Cc th tc v cng c c th bn dng thc hin mt chin lc. i vi CRM, chng c th bao gm c s d liu khch hng ca bn, cc cng c tng tc khch hng thng mi in t, cc th tc i x vi cc khch hng khng tha mn, v cc kho st v s tha mn khch hng 2, Hy chn ngi chi Tr khi bn l ch doanh nghip t nhn hoc mt doanh nghip rt nh - v i khi khng phi l doanh nghip bn s khng t thit lp ton b chin lc CRM mt mnh c. V vy, phn tip theo ca qu trnh l chn nhm pht trin chin lc ca bn. Bn ang tm cc c nhn l ngi: i din tip xc khch hng bn tip tn, h tr dch v pha sau vn phng, v gii qun l. C th bao gm cc i din t mi b phn chc nmg s dng
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chin lc CRM. i vi n lc ton cng ty, vic ny c tht bao gm cc b phn kinh doanh, k ton, b phn kho, tri li i vi mt b phn ni b, nh mt vn phng gip ni b, cc b phn trn xem nh thuc bn ngoi. Hiu v khch hng v iu g quan trng i vi h. Hiu c cc mc tiu v cc tm nhn rng ln hn trong kinh doanh hay sn sng hc hi v n. C th dnh s cam kt v thi gian v cng sc cho qu trnh ny. Cc thnh vin nhm c thc s hiu v cc cng c CRM hay khng? Khng cn, hy nh rng chin lc cho bn bit bn s chn cng c no. Bn khng cn bit cch sa ci xe hi, hay ngay c cch thc li xe, to ra mt k hoch mua xe hi. Tht vy, theo kinh nghim ca chng ti, c qu nhiu tnh c gii trong mt nhm c th lm cho bn tp trung vo cc cng vic khng cn thit. Gip chng nhm ln Hy tp trung vo s tham gia Cc ngi tham gia m khng c mt xem nh khng tham gia. Hu nh trng hp ny lun xy ra khi mi c nhn tham gia trong qu trnh pht trin chin lc CRM, nhng h c mt cng vic ton thi gian. Hy chc chn t s cam kt trc khi bn bt u qu trnh. L nh qun l, bn c th tm cc phng cch gim nh nhim v cng vic ca h trong cc lnh vc khc, b tr thi gian h dnh cho d n ny. Hy chun b cho cuc hp u tin ca bn Trc cuc hp u tin ca bn, c th hu ch nu phn pht bn tm tt v mi thng tin, cc pht biu chin lc, cc mc tiu kinh doanh m bn kt ni li chun b cho n lc d n ny. Nhiu t chc dng mt phin bn ci tin ca Bng chm im cn i, nm bt v tm tt thng tin ny, cng vi cc o ch yu v s thnh cng . Nu cc d liu v thng tin chnh thc v iu khch hng ca bn mun, v h tri nghim rng bn rt kh kim, bn c th cn tin hnh t chc mt hay hai nhm khch hng trng tm, hoc phng vn mt s khch hng then cht, trc khi bn thit lp chin lc CRM ca bn. Cc nhm cung cp dch v trn Internet thng trong tnh th ny. Nu bn qun l mt nhm nh vy, bn hy xem xt vic tin hnh kho st v s tha mn khch hng, trc khi thit lp chin lc CRM ca bn.

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Balanced scorecard (bng im chun) Mt cng c nh gi dung cc o lng tng qut hn cc o lng v ti chnh m cc t chc c th dng nh gi s tha mn khch hng, hiu sut v hiu qu ca qu trnh, s hc hi, s tng trng. Cng c ny c pht trin bi Robert Kaplan v David Norton thuc trng kinh doanh Harvard. Hy chn mt a im hp, nhm ca bn c th c c thi gian v s ring t. Trong khi chung ta thng tin hnh cc cuc hp nh vy ngay ti t chc, chng ti li thch dng mt phng hp khch sn, hoc mt khng gian tch bi t khi mi trng lm vic thng ngy hp mt, nhm gim thiu s phm tm xao lng. D nhin, bn s cn c mt xp ti liu v nhiu khong tng bn c th gn cc trang ti liu ny. em theo nhiu bt lng, tm che, kim ghim ( gn cht cc trang ti liu vo cc bc tng mm trong phng hi ngh khch sn). V bn s cn nhiu t giy ghi ch c keo dn Post-it. 3, Cc bui hp sng to chin lc CRM Bao lu cc bn s hp mt? Bao nhiu ln? Tr li cho cc cu hi ny ty thuc vo bn cht, v s phc tp ngnh kinh doanh ca bn. Bn s c th dng t nht tm gi trong qu trnh ny hoc c th nhiu hn. Hy lp thi biu cho cc cuc hp ca bn theo cc bui ko di bn gi. Nu c gng thc hin qu trnh ny trong thi gian ngn hn, nu khng c th s tht bi. Vo lc bn cn ng lc thc y qu trnh, th cuc hp kt thc?! Theo kinh nghim ca chng ti t 8h n 12h, hoc t 1h n 5h chiu s c kt qu. Cng c Cc chi l cc cng c Carol Kerr cng thch cung cp cc chi nh, nh cc tri banh nn hiu Silly Putty, v SlimKys, nhm gip cc ngi tham gia tp trung hn. Khi cc c nhn quen s nng ng phi ngi hp trong vi gi hay c ngy, h s cm thy th ng. Vic chi mt vt th gin trong thi gian ngi pht sinh tng, thc s gip mi ngi tp trung vo cng vic. Hy m u cuc hp bng s tm lc cc thng tin bn gi n cc ngi tham gia. Cm n h v tham d, ti xc nhn s cam kt ca h (d l s tham gia trong
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mt cuc hp ring l, hay tham gia lu di trong mt lot hi ngh), v tng lc li mc tiu cui cng trong s hp tc lm vic ca bn.

Qun tr thng minh S mt bao nhiu thi gian? Theo quy lut kinh nghim, vic thit lp chin lc CRM ca bn, i hi cng s thi gian bn dng thit lp k hoch kinh doanh ca bn. Xc nh cc chin lc tim nng Chng ti ngh s pht sinh tng thm lng l hot ng u tin thu thp cc gi v iu g l quan trng trong qun tr quan h khch hng. K thut ny l mt phng cch hiu qu khuyn khch tr tu ca nhm. bt u, hy phn pht cc xp giy Post-it ghi ch cho cc ngi tham gia. ngh h to ra mt cch th m lng, cng nhiu ghi ch cng tt, lit k mi cch thc m rng, tng cng, hay ci thin cc quan h khch hng. Dng t 15 n 20 pht cho hot ng ny. Qun tr thng minh Vn v cc phn khc khch hng a dng? Dng quy lut 80/20, s thch hp khi tp trung vo phn khc khch hng quan trng nht i vi bn. Nu bn c hai hay nhiu hn phn khc quan trng nh nhau nhng khc nhau, hy tin hnh cc bui hp pht sinh tng ring bit cho tng phn khc. Khi nhng ngi tham gia hon tt vic to ra kin, ghi ch, y l thi gian chia s cc ghi ch ny vi c nhm. Chng ti thy s c ch khi i quanh cn phng , v mi ngi tham gia s c ln mt kin ghi ch, tip tc chu k n khi mi ghi ch c chia s. Khuyn khch nhng ngi tham gia to ra cc ghi ch ph thm khi tng pht sinh. Mc d iu ny c v mt thi gian, n phc v vic pht ra cc tng ph v m bo mi ngi trong nhm u tham gia cng vic. By gi hy lm cc ghi ch v gn n trn tng. Bn s cn nhiu khong tng cho vic ny, bi v mc tiu ca bn l ghp nhm cc ghi ch lin quan. u tin chng ta s t ton b cc ghi ch ny ln trn tng, gn u ty , min l n phi v tr cao, cc thnh vin nhm c th c v vi ti c. Hy i cho mi ghi ch c gn trn tng trc khi lm theo ch dn k tip.
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By gi mc tiu ca chng ta l sp xp cc ghi ch c chung vn v tng lin quan vo cc nhm. Chng ta vn s lm iu ny mt cch thm lng. Nu bn khng ng t mt tng vo nhm no, bn c th di chuyn chng qua li. Nu di chuyn n hn ba ln, hy lm thm mt ghi ch ging tng ny v t vo c hai v tr nhng khng tho lun hay tranh ci khi lm iu ny. Ty thuc vo quy m ca nhm v s lng tng, s chia nhm thnh cc t gm hai hay ba ngi. Hy giao cho mi nhm mt hay nhiu xp ghi ch, v bn s ni vi ngi tham gia nh sau: By gi hy cm xp giy ghi ch ca bn (hay ln lt cm ht cc xp ghi ch), v hy xem li cc tng v cc vn trong . Bn c th nhn thy rng hu ht cc iu chng ta vit ra thc s l cc chin thut phc v khch hng. Cc chin thut ny ghp nhm vi nhau bi v chng u lin quan n chin lc. Chng l mt phn ca mc tiu tp trung ca chng ta. Cng vic hin ti ca bn l t tn cho chin lc . Mu lc kinh doanh C x vi cch thc cm nhn ca h Thng thng hot ng pht sinh tng thm lng hay gp phi s lo lng hoc bi ton. Nhng khng phi l iu a s chng ta gp hin nay v nhng ngi tham gia c th lo lng rng h khng lm vic ny ng n, hoc ngh rng l iu km ci. Hy nhn ra cc cm gic v s lo lng ny, khi bn cng c tm quan trng ca vic thc hnh ny, v ngh h tin tng vo qu trnh ny. Trung bnh mt nhm s cn t 30 n 45 pht cho mi cm tng trong qu trnh ny. Sau khi cc nhm t tn cho cc cm tng ca h, n thi im bo co chng. Hy ni vi mi nhm Hy c cc tng trong cm tng ca bn v ni vi chng ti cc chin thut ny th hin chin lc g? Hy to mt danh sch cc chin lc trong xp giy ghi chp ca bn Ghi ch: nu bn ang thit lp chin lc CRM ca bn qua mt vi cuc hp, y l lc thun li kt thc cuc hp u tin.

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Qun tr thng minh ng bao gi b i mt tng Hy chc chn gi im lng v cc ghi ch pht sinh tng post-it, c sp xp theo nhm. Tuy khng phi mi chin thut c do pht sinh tng u c th hay s c thc hin, khi bn chun b hnh ng da trn chin lc CRM, bn s vui mng v c cc tng ny

4, Chn chin lc CRM Vo thi im ny, qu trnh pht trin chin lc CRM c th cm thy b qu ti. Bn c qu nhiu tng tuyt vi, c qu nhiu hng bn c th i. Lm th no bn c th thu hp chng li v chn ng chin lc? Phn tip theo ca qu trnh l vic thit lp tiu chun la chn chin lc, v nh gi cc chin lc tim nng bng mt ma trn tiu chun. Bn c l s dng quen cng c ny trong mt bi cnh khc, chng hn nh trong qu trnh pht trin k hoch kinh doanh hnh thc, hoc mt cch phi hnh thc khi bn sp xp trong tm tr cc tiu chun mua mt xe hi hay mt cn nh. Nh vy qu trnh c v quen thuc. Nu iu ny cn mi i vi bn, chng ti mi bn xem xt cc dp m bn cm thy hu ch, khi thu hp cc phng n v thc hin cc la chn thng minh. thit lp cc tiu chun la chn, bn s li dng phng php pht sinh tng, nhng ln ny mi ngi c mi ni ln tng. Hy ni vi nhm rng Cn c trn cng vic chng ta thc hin xc nh cc chin lc CRM tim nng, cng vic hin ti ca chng ta l pht sinh danh sch ca tt c cc mc tiu chng ta ra cho CRM. y l thi im thun li xem li m hnh dch v khch hng, tm lc bn hng ca bn Mc d hu ht chng ta u quen thuc vi qu trnh pht sinh tng truyn thng, cng cn tm lc li cc quy lut: Mi tng u c hoan nghnh. S nh gi cc tng c hon li, n khi qu trnh pht sinh tng hon tt. Mi ln ch ni v mt tng, mi ngi c th c lng nghe. Hy ghi li mi tng ca ngi khc th c php v c khuyn khch.
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Tip tc pht sinh tng cho n khi ton nhm ht a ra tng. Bn thng c th dng 20 pht pht sinh tng. Tng t vi vic thc hin trong phn tch cm tng, by gi bn s t hp cc mc tiu lin quan v i nhau. y s l cc tiu chun chn chin lc. Kinh nghim ca chng ti l i vi mt s nhm, cc vn ny s d dng ghp vo trong 5 tiu chun. Trong cc trng hp khc, c th l mt qu trnh cng phu hn, cho ra mt danh sch gm 15 tiu chun hay nhiu hn. Khng c s lng tiu chun no l hp l nht, tuy nhin, c l bn s cm thy tt nht khi tp trung vo 5 tiu chun ng u. Lm th no bn bit cc tiu chun no l quan trng nht? l mt cu hi hay. Nu bn ch c mt nhm tiu chun, bn c th d dng sp th t chng mt cch n gin. Nu bn c mt danh sch di hn, bn c th cn bt u bng vic sp xp chng thnh ba loi loi bt buc phi c, loi c th tt, v loi thc s khng quan trng. Vi danh sch cc tiu chun theo th t u tin, bn s sn sng thit lp mt ma trn tiu chun. Hy lit k mi tiu chun dc theo nh ca mng li, v lit k cc chin lc tim nng ca bn pha bn tri mng li. By gi hy nhn ln lt vo cc chin lc CRM tim nng, hy tm xem mi chin lc ny p ng bao nhiu tiu chun ca bn. Mc tiu ca bn l thu hp cc vn ca bn cn li ti a ba hay nm chin lc then cht. Phi hp chng li, y s l chin lc CRM ca bn. Nhim v cui cng ca bn trong qua trnh pht trin l vit bn bo co chin lc CRM. Tr khi bn c mt i ng ti nng c bit lm iu ny, bn tho v chin lc tt nht nn c vit bi nh qun l, hoc mt hay hai ngi c chn bi nhm sau cuc hp. Qun tr thng minh Pht sinh tng Mc ch ca pht sinh tng l c c cng nhiu tng cng tt trn bn vit trong thi gian ngn. Khng nn tranh ci hay tho lun v cc tng. Hy lu cc ngi tham gia l, mt du hiu hay ci nhn tiu cc c th bp nght qu trnh ph sinh tng, chng hn nh tng khng kh thi hay l mt tng ng ngn.

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Ri mt bn tho c th c gi cho cc thnh vin nhm, r sot li trc khi hnh thnh bin bn cui cng. Chin lc ny s bao gm cc tng ca nhm, trong mt ti liu cung cp phng hng r rng, tng tc v phc v khch hng mt cch hiu qu. Cng c Th tc ghi vo xp giy kp Hy nhc nh mi ngi ghi chp vo xp giy, nm c cc tng bng vic dng cc t ging nh ngi pht sinh tng. Thng d c mun sa cha hoc mi ngi u d dng b st hay thay i do v , cc tng ban u ca thnh vin tham gia. Khi cc tng pht ra nhanh v nng nhit s hu ch nu dng hai xp giy v hai ngi ghi chp . H c th lun phin ghi chp cc tng Cng c: nt xanh, nt sp th t u tin t 5 n 10 vn , hy lit k chng trn xp giy, hy cha cc khong trng v bn tri v gia cc vn .a cho ngi tham gia cc ming dnh nh c mu, mt mu xanh, mt mu vng, mt mu . Yu cu ngi tham gia thm lng la chn s 1, s 2, la chn cui cng ca h. Ri tt c u tin n xp giy ghi chp v t nt xanh vo la chn th nht, vng vo la chn s 2, v vo la chn cui cng ca h. Dng li v hy cc loi mu cho bn thy vn no quan trng nht, hay t quan trng nht Th d: chin lc nh hng khch hng ca mt cng ty Mt trong cc khch hng ca chng ti, mt khu ngh mt pht trin s mng, chin lc phc v v cc chin lc CRM nh sau: S mng: thit lp mt cm nghim mi m v c o cho cc gia nh, cc nhm, cc c nhn trong mi trng th gin vui nhn, qua cc chng trnh gii tr, gio dc t mt i ng nhn vin hiu bit, quan tm n vic em li cc cm nghim hnh phc qu gi cho bn. Chin lc dch v: chng ti l bn hu ca Hill Country ang to ra cc k nim qu gi v s tm hiu b mt thin nhin. Cc chin lc CRM:

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Chng ti s thit lp cc quan h bng vic hiu bit cc k vng c o ca tng du khch ca chng ti, v trang b cho nhn vin chng ti p ng c cc k vng ny. Chng ti s duy tr cc quan h bng vic lun xc nh cc c hi lm phong ph cm nghim ca du khch ca chng ti, v tin hnh s mng ca chng ti gm c vic tham gia vo cc a im hp dn khc a phng. Chng ti s m rng cc quan h bng vic pht thng cho cc khch hng gip chng ti pht trin ngnh kinh doanh ca chng ti, qua vic gii thiu khu ngh mt ca chng ti cho cc khch hng mi v n thm khu ngh mt ca chng ti thng xuyn. TM TT Mt pht biu chin lc CRM xc nh r l l trnh tin n thnh cng CRM ca bn. Mt chin lc tt dng ngn ng thng ngy, h tr cc mc tiu o lng c, v gm c mt k hoch kh thi. Hy xem xt trc khi thit lp chin lc. T chc ca bn c mt chin lc CRM cha? Hy a vo nhm pht trin ca bn cc i din, t mi lnh vc chc nng b tc ng bi chin lc CRM ca bn. Bn c th to thun li cho qu trnh pht trin bng: Pht sinh mt tp cc chin lc tim nng. Pht trin cc tiu chun chn la. p dng mt ma trn tiu chun. C, Qun l thng qua mu thun Mu thun l tnh t nhin ca cc mi quanh. Thm ch nhng mi quan h tt nht cng tri qua vi ln xung t. Ch cn hi bt k ai xy dng gia nh hoc mt ngi bn thn lu nm. i vi khch hng xung t c th xy ra khi bn sai, h sai, li t ngi th ba, hoc kt qu hnh ng ca mt th lc khc. Bt k khi no bn mun ci g m khch hng li khc vi bn th s xy ra mu thun. i khi mu thun xy ra khi bn khng t c iu g mnh thc s mong mun. Mu thun c th tch cc hoc tiu cc. Carol Kerr v chng mt ln i ngh tt nh ngh Gallatin Gateway ni ting dy ni pha ty Montana. H c mt k ngh tuyt vi cho n ngy u nm mi, h thc dy tr v bc xung cu thang n ba
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sng m h ngh rng s l mt ba tuyt vi. Nhng h han ton tht vng khi thy phng n ng ca sa sn, chuyn m h khng nghe ai cp n trong cuc tr chuyn vi nhn vin bn ngy trc. Cng rt may l Diane nhn vin nh ngh ang lm vic ng trc cho bit rng u bp ca nh ngh ang c mt v h c mi vo phng. H ngi t gn l sa vi pht th Diane mang tng h mt b mimosa v nh u bp chun b cho h mt ba n c bit. Diane c mt li xin li rt thch hp, sau gii thiu cho h mt nh hng ni ting ca thnh ph, th l xung t c xa b. Nhng theo trc gic c thy c c hi trong tnh hung ny l lm cho nhng v khch mang li thm cc c hi cho nh ngh Gallatin Gateway. Theo kinh nghim bn thn, chng ta nh n mt c hi tch cc khi chng ta mun trnh xung t. L mt nh qun l, cng vic ca bn l phi xa tan nhng s hi ca xung t. Hy mang n cho nhn vin nhng dng c m h cn v mi trng khuyn khch h tm ra khng ch l s hng ng xa tan nhng mu thun m c nhng c hi chuyn nhng mi quan h khch hng sang mc tip theo ca s cam kt. Hy ghi nh nhng vn l nhng c hi c th nht nho v v trong ln u tin bn b tc gin khi nhn vin cnh bo bn v vn rc ri .

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VD: nhng c ch c th gy ra nhng rc ri Michael l nh qun l ca mt hng du lch ln Denver. C hiu rng nhng mu thun ca khch hng l rt quan trng, khi ni chuyn vi khch hng th ngay lp tc phi xem xt cu tr li tt nht c th. Nhng ci m c ta khng nhn ra chnh l v mt ht sc nghim trng ca c y nh th mun ni rng ti ang tc in ln v anh. Nhn vin ca Michael rt s khi to ra nhng rc ri. Nhng sau mt phin hp Micheal thay i hn. C hc c rng nhng biu hin trn khun mt ca c han ton c th thay i thnh mt thng ip Hy ni vi ti v nhng rc ri ti mun nghe v s gip gii quyt. Hm nay Micheal k cu chuyn ny vi tt c nhn vin ca c y h hiu rng nhng biu hin ca nt mt ch l nh th v Micheal ang lm to ra nhng thng ip h tr mc ch ca c y.

1, Qun l mu thun tm thi Tht tuyt vi khi c th xc nh c v i ph c vi nhng mu thun tim n trc khi n t ti mc khin khch hng cnh gic n. Tuy nhin, thng thng trong trng hp mt khch hng gp phi rc ri hoc i mt vi nhng xung t th n s lm cho chng ta ch . Hin nay, d trc tip i mt, hoc ni chuyn qua in thoi, hoc thng qua mng internet, cng nh xc nh c nhng khch hng khc, nhng ngi hay chn nn. Thng th c cc cng ty cng b l mt hoc c nhng c hi . Vic qun l nhng tc ng tm thi ny ca khch hng i hi mi ngi trong t chc ca bn phi hiu r bn vn sau: 1. Mi quan h ca mt hay ca mi khch hng u ng qu. 2. Sa cha hoc gii quyt nhng tnh hung khn cp l bc u tin ca vic kinh doanh. 3. Tm ra ngun gc ca vn l bc th hai ca vic kinh doanh (cho nn bn c th phng trnh c nhng ri ro khi n li xy ra).

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4. Rc ri c th ln, bo hiu cho bn bit nhng quan h khc vi khch hng ang c vn . V d: hy ch ln nghe nhng li phn nn L. l ngi mi ng k s dng mng Internet ADSL. Sau ln u dng, c tt ngun modem. Sng hm sau khi c bt li th khng vo c mng na. C ngh rng c vn xy ra vi modem. C gi in cho nhn vin t v n lp t v phn nn, nhng ngi ny ni rng modem vn hot ng bnh thng v chng c khch hng mi toanh no phn nn v cht lng ca loi modem ny c. V nhn vin ny khng nh gi c tm quan trng ca vic nh gi li Qun l thng minh phn nn hoc anh ta khng thng bo vi ai v li phn nn , ngi ny b l c hi nh gi s Hy pht hin nhng rc ri hi lng ca khch hng thng bo vn cng nh b l c hi gip khch hng ngui i L nh qun l, c bit l qun l nhng phin toi khi s dng modem. quan h vi khch hng, th vic
tch cc pht hin ra nhng rc ri l nhim v ca bn

Nhn vin ca bn c bit c tm quan trng ca vic qun l nhng li phn nn c a khch hng hay khng?

Gi tr thc ca nhng khch hng c tnh bng cng thc sau: Gi tr trung bnh ca mt cuc giao dch vi KH * lng giao dch trong mt nm * s nm mt khch hng trung thnh = gi tr sut i ca mt khch hng. nh gi khch hng Khi mt i din dch v khch hng hoc bt c mt ngi nhn vin no , chm ch lm vic; c th d dng qun i vic nh gi tng mi quan h vi khch hng m ch lo tp trung vo nhim v. Hy xem ngi thu ngn kin nhn ch i mt v khch lc ti hoc v tm nhng ng tin l cn thit cui cng, trong khi c th vi ti ci hp ng tin l i ngay cnh my tnh tin. C bao nhiu nhn vin thc c iu ny hay ch ng ni vi khch hng rng : Khng sao, chng ti c nhng ng l m bn cn. Trc khi tr nn qu kht khe vi nhn ca mnh th iu quan trng nht bn phi nhn ra c c h thng ca bn ang ng gp vo s thiu tp trung trong vic
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nh gi khch hng. V d, i vi vn nhn vin gian di, ngi thu tin cn i tin n tng xu. Tuy nhin nu ngi thu tin v c nhm k ton m tin bng h thng my, hoc mang theo my tnh khi tnh tin cho khch th s bit c gi tr thc ca khch hng, ng gp tng cht mt vo hp tin l th s ging nh mt s u t hiu qu. 2, Sa cha nhng rc ri u tin Khch hng ang ng trc mt bn, hoc ni chuyn trc tip vi bn qua in thoi hoc ch gi th in t cho bn, l trt t u tin ca vic kinh doanh. Theo nh nghin cu, cc doanh nghip ch bit c 4% s khng hi lng ca khch hng, cn 96% khch hng d khng h i lng cng khng ni ra v phn ln h s trnh s dng dch v ca bn, hoc khuyn ngi khc khng dng dch v ca bn na. Do vy, khi khch hng phn nn vi bn v vn g th h th hin thin ch vi bn, nn h xng ng nhn c s quan tm ti a ca bn. Ngoi ra nu bn p ng li li phn nn ca khch hng vi s quan tm th c th to ra mi quan h khng kht hn c trc khi bn v h c mu thun. V sao li nh vy? V khi mi th tr nn m p th khch hng s cho rng bn lm nh vy l ng. Khi h dm phn nn v nhn c s thng cm v quan tm th h thc s nh gi cao mi quan h vi bn. Mt ngi bn ca chng ti mua chic in thoi Nokia E62 ca Thegioididong. Sau khi c nhn vin ca hng a cho mt tm v quay thng th c pht hin ra s mu thun gia flyer qung co pha ngoi ca hng vi hnh thc thc s ca vic mua 1 tng 1. L mt ngi lm qung co, c thng cm nhng lu ngi qun l ca hng v vic ny. Ngi qun l cm n c, ng thi tng c 1 b sim khuyn mi. iu ny gip c bn ca chng ti cm thy hi lng, v ki n ca c c tn trng. Mc d sau vic ny khng c sa i, nhng hnh ng ca ngi qun l li mt n tng tt cho c bn chng ti. Hy tm ra ngun gc ca nguyn nhn sau khi bn gii quyt vn Ngi Nht c cu bit sa sai th khng c li. Trong x hi Vit Nam dng nh ngi ta ch thch sa li lm, (hoc ph nhn li lm) v m bo rng khng c ai tm n chng ta na. Nhng iu quan trng trong vic qun l mi quan h khch hng l tm ra nguyn nhn mu thun vi khch hng, khng phi theo cch tm ra b phn no chu
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trch nhim m l cng nhau loi b, hoc t nht kim sot kh nng gy mu thun. lm c vic ny, th h thng CRM ca bn nn: Theo di nhng li phn nn ca khch hng theo loi v theo tn sut. So snh kinh nghim v thi gian vi s vic thc t V d, khi bn nhn c li phn nn khi ti g i in n trung tm h tr khch hng ca MegaVNN vo na m th chng c ai nhc my gip ti c. Vy m ti nghe rng trung tm h tr khch hng 24/24. Bn c nn kim im v trch nhi m cho ngi trc ca lc khng? Khng cn. C th nhn vin ca bn ngay lc bn mt vic chng ng, bn nn xin li khch hng v ra tiu ch sau 3 hi chung l phi c ngi nhc my h tr khch hng. 3, Hy t bn vo v tr ca khch hng Chng ta ang lm vic vi mt nh ngh mi, ni m mt trong nhng hot ng c trng l i do. Trong mt ln n ngh y, chng ti i do vi mt nhn vin, c Audie. Vi gi sau chng ti quay li nh ngh va mt va i sau khi lin tc i lc v lang thang trn nhng con ng mn. Khi thut li chuyn i ca chng ti vi ngi tr l gim c, Audie nhn mnh Anh bit y, ti lun ngh rng khch hng ch v vn khi phn nn v bn v nhng du hiu trn l rt kh theo. By gi th ti hiu v sao h rt kh tm thy ng. i khi cch tt nht tm nguyn nhn gc r ca vn l phi th nghim sn phm hay dch v ca chng ta vi t cch mt khch hng. Hy cm theo bn trn tay v i theo nhng du hiu trn bn . Hy m bo rng vic t bn vo v tr ca khch hng l mt phn chin lc kinh doanh ca bn. Mt cht quan tm Kristin Anderson hng dn mt khch hng nh gi dch v ca mt bnh vin cng cng nh. Bnh vin c xy dng theo kin trc vng v gn y mi mua mt h thng chm sc sc khe ton din. L mt phn ca s chuyn i, hu ht bng hiu c c thay th nhng inh v nhng du vt ca nhng bng hiu c vn cn trn tng. Kristin nghe thy mt s khch hng phn nn v vic nhng du vt ny trng ging nh l trm t nhp vo v ly i vi th. V nhng du vt , bnh vin lm cho ngi dn cm thy ti sn ca bnh vin chng ng gi g c. Khi ban qun l bit c iu h cho nh ngay nhng ci inh, trt li nhng ch lm v sn li tng.

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ng ch i mt nh t vn hay mt ngi no ch ra. Khi khch hng thy c s vic, chng ti m bo t nht c mt nhn vin ca bn cng thc c iu . Hy s dng chin lc CRM tp trung vo gii quyt nhng mu thun cho tt. Tr li. Ch l cu tr li hay cch gii quyt n gin cho mt cu hi hay mt vn . T in nh ngha cu tr li mt li ni hay l vn bn tr li cho cu hi, li yu cu, s buc ti, hay truyn thng. Gii php: tin ln bc tip theo. T in nh ngha hot ng gii quyt mt vn . Ni cch khc, nhng cu tr li gip khch hng gii quyt b tc. Gii php xy dng mi quan h vi khch hng. Xc nh v khuyn khch nhng khch hng c nguy c khc Mt rc ri hay mt li phn nn ca khch hng c th l mt du hiu cho thy mi quan h vi khch hng khc c nguy c ri ro. Gii thiu v sn phm l mt v d c trng ca quy lut ny. Khi bn c th xc nh cng sm nguyn nhn ca khch hng nguy c, th iu ny s gip bn tn tht chi ph trc tip v nh mt nhng khch hng thn thit gii quyt nhng vn mu thun vi h. Mu thun d l ln hay nh, d l vt cht hay tinh thn th hy ni vi khch hng rng bn nh gi cao s hp tc vi h v ang ch ng khuyn khch mi quan h vi h. Bn khng a ra nhng cu tr li nahnh cho nhng cu hi ca khch hng m a ra nhng gii php thc t nh thm vic nh gi cao v thi gian, tin bc m h b ra. Nhng tt khng mang khch hng n vi ti Chng ti cung cp nhng dch v tt nht cho khch hng mt tng gim c gii thch vi chng ti nh vy Ti cha tng nghe thy mt li phn nn no t khch hng, v mt s khch hng cm thy khk khn hn khi giao dch vi cc cng ty khc, tuy nhin ch l c tnh t nhin ca con ngi. Vn m chng ta i mt chnh l s cnh tranh v gi c, tt p khng bao gi mang li khch hng cho chng ti, trong kinh doanh chng ti khng c c ci gi l s trung thnh ca khch hng v ng mun ni rng chng c mi quan h vi khch hng no l qun l c. Chng ti ni vi v tng gim c ny v ngnh ngh ca ng ta, mc tiu ca khch hng, mua bn nhng modern mi, nhng th ng bit v cnh tranh trong ngh ca mnh. ng vy, bn c th tm thy nhng bng chng xy dng mt k hoch
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tp trung cnh tranh. KHch hng lm nhng vic cn thit v mt cht tin l. Nhng qu trnh phn tch ny t ra mt cu hi quan trng: lm th no v v sao gi c tr thnh mt yu t dn dt chnh trong quyt nh mua? y l mt cu hi quan trng v iu ny rt kh, cc k kh c th cnh tranh n c v gi v to ra li nhun. Ni no c khch hng, ni c mi quan h C phi trong mt s ngnh, mt s trng hp bun bn, thc s khng c mi quan h khch hng qun l? C th. iu l s thc i vi mt s sn phm cng nh mt s ngnh ngh. Xng du l mt trng hp. Ch cn nhn vo vic ngi ta i xe c bao nhiu tit kim mt t tin l cho 1lt xng, nhng gi c khng phi l quyt nh chnh ca ti x cho ton b khch hng. V d, khi 2 hoc nhiu hn s im bn xng du cnh tranh nhau ti gn mt ng t c khng nh v cht lng (xng du khng tp cht, mt bn ba hoa v sn phm ca mnh) v dch v (chng ti cam kt xng ng nh lng) c th l im phn bit. Trong khi lm vic vi cc im bn xng du nh nc chng ti bit nhng im ny c mt s thnh cng v c c nhng khch hng trung thnh, nhng ngi t mi quan h vi cc im bn xng ny cao hn cc im khc d c th lng xng h c khng bng. Cho nn, gi c c th c coi l yu t dn dt quan trng i vi khch hng ca bn, ng b ru ng v gi c thp, hy hiu rng vic qun l mi quan h khch hng l khng th gii thch c. N c lm theo cch thit lp chin lc CRM v nhng cng c qun l mi quan h khch hng thng qua mu thun l iu quan trng hn. Gi c tr thnh vn then cht khi mt trong ba tnh hung sau tn ti: 1. Cht lng dch v c v kh phn bit khch hng khng nhn thy s khc bit gia gi cc m bn a ra so vi gi cc ca nhng nh cung cp dch v Internet bng thng rng khc. 2. Cht lng dch v c v khng tt khch hng khng tin vo vic bt k nh cung cp no cng c th da vo vic cung cp dch v tt hn. 3. Cht lng dch v c coi l tt - khch hng tin rng h s nhn c dch v tt v c th chp nhn bt k im giao dch no. Trong ba tnh hung trn, kh nng xc nh, theo di v gii quyt tnh hung mu thun mt cch d dng c th em li cho bn hay VDC li th trn th trng. Bn c th thy, khi mi th tr nn lch qu o, bn s c c s quan tm ca khch
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hng. Hy nm ly iu ny, nh gi v lm gim nh vn i, vt qua s mong i ri bn c th ginh c s trung thnh ca khch hng, s trung thnh cn mnh m hn s chnh lnh mt cht v gi. Chng ta hy xem iu ny c ngha g cho mi tnh hung. Khi cht lng dch v dng nh l khng th phn bit Bn c mt bn gii thiu v tc upload v tc download/giy ca 3 nh cung cp dch v Internet ADSL. C th, bn tm ra mt cht chnh lch v tc , hoc chng tm thy g. iu ny c ng li trong tm tr bn khng? Thng thng cu tr li l khng. Khch hng ch cm thy nhanh hoc chm khi h s dng v gp trc trc, hoc khi h download mt bi ht v thy nhanh hoc chm. Khch hng thng mt nim tin vi nh cung cp dch v sau khi s dng mt thi gian. Cho nn, mng li cung cp dch v ca cc nh cung cp nn thng xuyn lin lc vi khch hng hoc nhng khch hng thng xuyn phn nn m ng nh ti rt chm, thng xuyn b t. chnh l cu gi cng nh cu tr li ca nh cung cp tp trung vo duy tr mi quan h vi khch hng. iu to ra lng tin i vi sn phm trn th trng, ni c rt t s khc bit. Khi cht lng sn phm khng tt Khi mt ngnh no c bit n vi dch v km, th bt c mt cng ty no to c li cam kt mang tnh chin lc qun l mi quan h vi khch hng thng qua nhng mu thun th cng ty s c c hi to ra li nhun khng l. Mt s cng ty thng hay ni sai s tht nh ngnh truyn hnh cp. Chng ti ly v d ca ngnh truyn hnh cp ti M. Khi cng ty Continental Cablevision of St ang to ra c mt danh ting khc bit. Bng cch no h lm c nh vy? Bng cnh nh gi v qun l mi quan h vi khch hng, k c khi c mu thun. Trong khi cc cng ty khc c a ngnh ny tng c quan im rng nu bn khng thch n, bn ch cn c t ra thch th i vi nhng chng trnh nht nho cng ty Continental Cablevision of St Paul ang tm ra cch ly li nim vui ca khn gi. Sau khi phn tch v sao r t nhiu khch hng khng cn thch truyn hnh cp trong dp h ri sau , h ni li cc dch v trong chin dch tip khch hng cp ng yn trong vng 1 hoc 3 thng, trong khi khch hng ang tn hng nhng ngy h qu bu bn h ti Minnessota. Nu khch hng khng th s dng dng c iu khin t xa cho chic TV, th mt ngi i din cho dch v c th gi in hay gp qua mt knh c bit. Khi cuc i thoi din ra qua in thoi, th bn hay bt k mt ngi khch hng no khc c th
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thy ngi i din xc nh chnh xc cu to v hnh dng ci iu khin t xa ca bn, sau h hp tc vi bn trong sut chng trnh cho n khi bn s dng thnh cng. Chuyn nhng li phn nn thnh nhng c hi Hy liu k 5 li phn nn ph bin m khch hng ca MegaVNN hay phn nn Phn tch tng li phn nn tm ra nguyn nhn ct li. Xc nh ci gi phi tr cho vic khng lm g ht. y c phi l vn khng? Cui cng l xc nh c hi mang li li nhun tim n. Khi cht lng dch v tt y n s gip chng ta thy cch khch hng nhn vo ting tm ca cc cng ty, nh cung cp cng mt chui m khch hng c quan h kinh doanh nhiu a phng khc nhau. V d, mt nh cung cp dch v Internet tc cao quan tm ti vic qun l mi quan h vi khch hng. Thng qua nhng chng trnh c thng, khuyn mi lp t min ph, min ph thu bao, nh cung c p cng khuyn khch khch hng a ra nhng nhn xt tt hay khng tt v dch v ca h v a ra gi nng cao cht lng dch v. Ngoi ra, nh cung cp ny theo di vic thc hin cc dch v ca mnh theo nguyn tc. Mt li phn nn v cht lng phc v cng c th gy nh hng n ton nhn hiu ca nh cung cp. Chin lc qun l khch hng ca nh cung cp s nhn ra gi tr ca cc khch hng khc m h c tc ng n vic nn ng k s dng hay khng. Mu thun hay bt k nguyn nhn no khc u l th thch v tnh trc sau nh mt ca s phc v. 4, Qun l mi quan h khch hng l mt h thng cnh bo sm Vo sng th ba, ban lnh o ca cng ty Acme hp cp nht thng tin hng tun. Acme sn xut v bn thit b luyn tp cao cp, nhng thit b c lm theo n t hng. Chng u rt c a chung v c pht minh bi chnh cng ty ny. Trong mi cuc hp, gim c tng b phn bo co v s lng sn phm sn xut trong tun, s lng sn phm xut xng, s lng b tr li. H bo co v ti chnh v d bo thu nhp trong thi gian ti. H v nh vo lng nhau v ni rng cng vic tt lm. Tuy nhin, ngy hm tng gim c i hp rt mun. Khi b bc vo phng, mi ngi cm thy hnh nh c chuyn khng hay xy ra. B gim oc ni chng ta c vn rc ri. Trong vi tun va ri, i l chm sc khch hng nhn mt s
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cuc in thoi ca khch hng hi v hng ha ca h u. Khch hng phn nn rng h thc hin vic chi tr bng th tn dng m h vn phi i t nm n su thng, thm ch cn lu hn. Hin ti h mun bit chnh xc bao gi thit b n ni. Khi ngi i din c ly ra cc n t hng trong h thng, h chng tm thy du hiu g cho thy n t hng c gi n nh sn xut c. iu tt nht h c th lm l nhp li n t hng ri ni vi khch hng i thm 6 n 8 tun na. chnh l nhng g m h lm. Ni chuyn vi khch hng trong gi ngh, i din cng ty nhn ra rng ngy cng nhiu khch hng gi in n phn nn v vn ny, v h cng khng hiu v vic chm tr ny. H hi gim c v iu . B ni rng b s iu tra v bt u khn trng bo co d liu. Mt mt n hai ngy cho nhm cng ngh thng tin kt ni vi cc bo co thanh ton vi cc bo co sn xut nhng h lm c iu . B gim c tip tc l vn rt ln, dng nh khng c s thng nht trong mi knh bn hng ca chng ta. V h bt tay cng gii quyt vn trong vng 24h. Trong thi gian , h phi xc nh mt cch t m nhng v tr sai, sa li ri thng bo cho khch hng bit s c v tr hon giao hng. Tt c cc mi quan h vi khch hng u c th c xem xt t m thng qua nhng ln mu thun. i khi, ging nh Acme, bt ng xy ra do cc h thng, cng ngh, sn phm, qu trnh sn xut hoc con ngi b tht bi. Khch hng cng c th chu trch nhim v vic ny. Chng ti sn sng nh cuc rng khng c mt ai ngoi kia bao gm c chng ti tng t nht mt ln to nn nhng vn rc ri cho sn phm hay dch v ca mnh. Vo nhng thi im khc, mu thun tng ln hay do nhng iu m khch hng mun v nhng th m bn cung cp khng cn ph hp na. 5, Ln k hoch gii quyt vn Bn qun l nh my kem Schwan, m t cng ty gia nh nm Marshall, Minnesota, hng thng t chc cc cuc hp v lut phng trnh. Nhng cuc hp ny c t tn nh vy v gi thuyt cho rng phi ln k hoch hnh ng i ph vi nhng vn rc ri lm cho chng t c kh nng xy ra. Lut phng chng ny hi v nhng rc ri hoc nhng mu thun c th xy ra vi Swan. i vi mi mt vn , s c mt k hoch c xy dng gii quyt n trong vng 24 n 48 gi. Hi nhng cu hi tng t v mi quan h khch hng ca bn. Ri sau hy nhn vo chin lc CRM ca mnh v nhng cng c h tr n. Nhng ti liu bo co no c th cho bn bit ging t ang ko n hay ma gi ang din ra y? Acme
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theo di nhng vn ny bng cch ghi li bt k vn g xy ra vi s lng X khch hng, u c th to ra mt s cnh bo cng nh mt cuc iu tra. D vn g, chin lc CRM ca ban phi sn sng xc nh c nhng bt ng sm trong cuc chi c th gip bn khi phc lng tin v s trung thnh ca khch hng. Nhng iu xy ra ti cng ty Acme cng c th xy ra i vi bt k cng ty no m chin lc CRM v h thng ca n khng t tin c th xc nh nhng vn ri ro, cng nh h tr bn v ban qun l c th kim sat c chng. 6, Hnh thnh mt i gm nhng nh gim st xu hng Phng dch v khch hng ca cng ty trn gii quyt nhng rc ri lin quan n vic khng xut xng trong thi gian di trc khi h a vn ny ln ban gim c. V sao vy? H khng bit c rng h ang cm thy iu g. Hy lm cho h tr thnh nhng ngi gim st c th hiu bit v: 1. a ra cc thng tin bo co v nhng vn rc ri trong bui hp nhm thng k. 2. Hy thng xuyn hi nhn vin v nhng cu hi hay li nhn xt m h ngeh thy t khch hng. 3. a ra gi cho c i h t nguyn a ra thng tin trc khi bn hi. Bn c th thc hin trn mng, trn giy hay nhng th cng n gin cng tt, cng nh chnh sch m ca bn. 4. Tng cng i ng nhn vin thc hin nhng thng tin m h chia s cho bn nhng cnh bo gi v nhng nguy c tht. 7, Lng trc nhng g khch hng cn Nh cung cp vic qun l chm sc sc khe theo di s lng l do cng nh di ca nhng cuc gi ca cc c s trong thng u thc hin. H thy rng nhng khch hng thng b qua, t sai ch, hay ch khng quan tm n vic c nhng yu cu mi i vi thnh vin. H cm thy d dng hn ch khi gi in. D dng i vi h v cng t vi k hoch. Da trn s nhanh tr ca khch hng. Nhm phc v bt u to nn nhng cuc gi cho n vi k hoch i vi nhng thnh vin. Trong sut cuc gi h khng nh rng thnh vin mi nhn c hoc thy thng tin . V h cng tr li nm
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cu hi quan trng ca nhng thnh vin trc khi nhng thnh vin gi in hi. Kt qu l khch hng cm thy vui hn v s hp tc hn, iu ny dn ti gim chi ph. iu g xy ra khi khch hng l vn ? Chng ti ni chuyn vi gim c mt cng ty bao b v vn ny mt s khch hng rt kh lm n so vi nhng khch hng khc. H thng CRM ca bn c nn lm gim i nhng khch hng kh tnh (tnh nh nhng ngi lp d, kh chu?) cu l li l ng vKhng ng. Chng ta cng nhn rng khch hng to ra phn lnh mnh trong cc mu thun m h tri qua. Tuy nhin, l nh cung cp dch v, bn thng c c hi lm gim nh hoc thm ch xa b nhng mu thun. Vic ghi li nhng ngi khch hng m h s dng nhm ln hay khng hiu v dch v m bn cung cp s gip bn tm ra nhng cch tt nht kinh doanh vi h. Mi e da ca vic lm du i nhng v khch hng kh tnh rt kh a n nhng tht vng trong vic nng cao cht lng ca mi quan h vi khch hng. V gim c m chng ti ni chuyn, bt u cuc tr chuyn rt thuyt phc rng nhng khch hng lun tm kim nhng khon qu ng trong chi ph ca nh sn xut, ng ta khng th thy c hi no to ra s trung thnh thng qua vic qun l mi quan h vi khch hng nm ly. TM TT Bt ng l khng th trnh c. ng qu tin vo mnh lnh nhng cng phi chp nhn s thc rng bn cn c nhng bt ng vi khch hng trong mi quan h vi h. mt thi im no , hay v mt l do no , bn s c nhng g khi mt khch hng c quan im khng ging vi bn. m bo rng tt c nhng nhn vin ca bn u tin bn khi bn ni rng vn rc ri l c hi. Chin lc ha cc phng thc s dng quy trnh v cng c CRM nhm m bo rng nhng bt ng l nhng kinh nghim qu gi c th gip cng vic kinh doanh pht trin. Bt ng s ph hp khi s tp trung ca bn lun c nh vo mt tnh hung bt k. u tin phi m bo rng nhng cng c CRM ca bn cho php nhn vin ca mnh tp trung vo nhng khch hng v tnh hung hin ti. Sau , tm cch s dng quy trnh v cng c CRM ca bn xc nh ngun gc v nguyn nhn, c hi khuyn khch nhng khch hng c nguy c.

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Nu gi c dng nh l yu t quan trng i vi khch hng th nhng cng c hay nhng chin lc c hiu qu ca bn trong vic qun l mt quan h vi khch hng c th to ra s khc bit, a ban ln v tr dn u trong cuc cnh tranh. Khi bn pht trin chin lc CRM, hy tm c hi xy dng h thng cnh bo sm, ng ng bn ngoi nhng rc ri, iu c th lm cho bn xa lnh rt nhiu khch hng. Rt kh tm thy c hi i vi khch hng kh tnh. Tuy nhin, nhng iu h ni vi bn c th gip bn tin xa hn trong mi quan h vi nhng khch hng hin ti v nhng khch hng trong tng lai.

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MC LC
NI DUNG TRANG

CHNG I: BN HNG V HNH VI MUA HNG 1 I, Tng quan hot ng bn hng 1 1, Bn hng v nhng li thng thng trong bn hng . 2, Cc hnh thc bn hng v cung cp dch v .. 3, c im v li ch dch v MegaVNN .. 4, Ngi bn hng trc tip - ngi c vai tr quan trng nht .. 1 11 12 12

II, Phn tch nhu cu 14 1, Nhu cu v sn phm ... 2, Tha mn nhu cu khch hng 3, Cc yu t nh hng n hnh vi mua hng .. A, Cc yu t nh hng n hnh vi mua hng . B, Phn tch quy trnh ra quyt nh v phn ng la chn ca khch hng ... 14 15 18 18 20

III, c im hng ha dch v 22 1, c im hng ha dch v .. 22 2, Khc phc cc tr ngi ca hng ha dch v . 23 3, Sn phm dch v ADSL c trng, tr ngi 25 CHNG II, HOT NG CHO - BN HNG V TRNG BY... 27 I, Chu trnh bn hng ... 27 1, Chu trnh bn hng 6 bc .. 27 2, Chu trnh bn hng trc tip 7 bc 29 II, Chin thut cho hng . 34 1, Giai on trc khi cho hng . 34 2, Giai on trong khi cho hng . 34
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3, Giai on sau khi cho hng 35 III,Trng by sn phm ... 35 1, Vai tr ca cng tc trng by sn phm . 35 2, Sn phm dch v ADSL trng by th no cho hiu qu 36 IV, Cng tc bn hng . 36 A, Tng quan v cng tc bn hng . B, Chn i tc C, Trin khai chin lc .. D, Tip cn theo nhm . E, Bi kim tra v tnh hiu qu trong quan h vi khch hng .. 36 37 38 41 44

V, Vn dng th mnh cng ngh cao hp l .. 45 A, S dng cng ngh tin tin nht B, Giao tip in t .. C, S dng Internet nghin cu .. D, Xy dng mt trang web v s dng internet xc tin bn hng ... CHNG III, K NNG BN HNG CHUYN NGHIP.. I, Tm kim khch hng .. 1, Tng quan A, Tm kim khch hng . B, 12 tng ln tng doanh s bn hng . C, 9 Cng c tip cn khch hng ... 45 48 48 49 51 51 51 51 52 54

2, B quyt thnh cng . 80 3, Nhng b mt ln . A, Hng c bn nhiu qua quan h bn b hn l quan h bn hng .. B, Khch hng tim nng nht chnh l khch hng hin ti ca bn . C, Cch n gin nht bn c hng? Bn hng t trn xung .. D, Ngh thut hi hc- B mt ln nht . 88 88 90 92 96
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II, Ngh thut gii thiu ... 99 1, Ngh thut gii thiu ... A, Bi qung co c nhn 30 giy bn truyn ti n nh th no B, 10 nguyn tc trnh by bi gii thiu c nhn C, C c s gii thiu? y l cch tip cn hon ho nht ... 2, Ngh thut cho hng qua in thoi ... A, M u cng quan trng nh kt thc B, Cho hng tht th v Nu bn ngh vy . C, Nhng yu t lm cho mt cuc gi cho hng tr nn hiu qu ... 99 99 100 102 104 104 107 110

III, Ngh thut gy ngc nhin cho khch hng .. 114 1, Ngh thut gy n tng .. A, Yu t gy n tng. S dng n ginh c hp ng ln . B, Bn c ang s dng yu t gy n tng? C, C nh ti khng? Ti l mt ngi bn hng cng nh tt c nhng ngi bn hng khc. ... 2, Ngh thut t cu hi . A, Bn hng hay khng bn hng, l mt cu hi y sc mnh ... B, t cu hi v gim bt s bng n C, Bn c th kt thc mt v bn hng ch vi 5 cu hi khng? . 114 114 115 119 123 123 126 127

3, Ngh thut nm bt tm l khch hng 130 A, Nm bt tm l khch hng c ngn ng c th 130 B, Lng nghe t kim tra k nng lng nghe 133 4, Ngh thut a ra nhng cu ni thuyt phc . 137 IV, Ngh thut thuyt trnh .. 139 A, Bn mun bn hng d dng hn? Trc tin hy xy dng s hiu bit ln nhau .. B, 15 cu hi c th a ra xy dng s tin cy t khch hng . C, 13 cch lm cho khch hng tin cy mua hng . D, Xy dng s tin cy ca khch hng u v khi no ...

139 142 145 147


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V, Ngh thut giao tip. 148 1, Th bn hng nu bn vit n ... 2, Hy lng nghe nhiu hn . 3, Hc cch nghe bng 3 t: ng ni g! .. 4, Hng ti cuc giao tip tch cc khng li lm 148 150 153 155

VI, Ngh thut x l phn i . 156 1, S phn i .. 156 2, Nhng phn i trong thc t! - Nhng gii php trong thc t! . 158 3, Ngn chn s phn i - Mt phng php mi c th bn hng thun li .. 162 VII, Ngh thut kt thc Ngh thut ca lng kin tr .. 174 1, Ngh thut kt thc .. A, 20 tn hiu sm bo hiu rng khch hng tim nng sn sng s dng dch v ca bn B, Khi bn tr li cu hi ca khch hng tim nng, hy trnh hai t - C v Khng .. C, Cch a cu hi kt thc bn hng D, Cc cch kt thc ngh thut .. 2, Ngh thut ca lng kin tr . A, Khng c h thng theo di? Khng c bn hng . B, Cng c bn hng l mt phn c bn ca qu trnh theo di khch hng . C, Hu ht nhng ln bn hng c thc hin sau by ln t chi ... D, Bn bn hng k t khi bn cn l mt ch nhc! . E, Loi b i th cnh tranh vi mt cuc gi .. F, My fax to ra bn hng nu bn bit tn dng sc mnh ca n .. CHNG IV, I TH CNH TRANH V DCH V KHCH HNG. 174 174 176 179 179 182 182 184 186 188 189 191 193

I, Cnh tranh 193 1, Hy nhy cng i th - Hy ch bc chn ca bn . 193 2, 10 phng k trong cnh tranh 196 3, Cc nh cung cp dch v khc chin lc v s khc bit . 199
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II, Khch hng l thng 208 1, Chm sc khch hng . A, 7 sai lm cht ngi trong dch v . B, Dch v khch hng ni bt l mt cng c bn hng hiu qu . C, Nhng phn nn to ra bn hng nu x l thch ng .. D, Chm sc khch hng vic khng ca ring ai .. 208 208 209 212 215

2, CRM qun l quan h khch hng - xu hng tt yu . 215 A, CRM khng phi l mt la chn ty tin . 1, Khi nim qun tr quan h khch hng .. 2, Cng ngh khng c ngha l chin lc . 3, Sc mnh ca CRM . 4, Cc yu t thnh cng ca CRM . B, La chn gii php - chin lc CRM 1, Cc im khi u ca chin lc CRM . 2, Hy chn ngi chi 3, Cc bui hp sng to chin lc CRM .. 4, Chn chin lc CRM . C, Qun l thng qua mu thun . 1, Qun l mu thun tm thi 2, Sa cha nhng rc ri u tin .. 3, Hy t bn vo v tr ca khch hng . 4, Qun l mi quan h khch hng l mt h thng cnh bo sm ... 5, Ln k hoch gii quyt vn .. 6, Hnh thnh mt i gm nhng nh gim st xu hng . 7, Lng trc nhng g khch hng cn 215 216 219 223 226 230 231 232 234 237 240 242 244 245 249 250 251 251

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