CHT SALES

1/ BN C PHI L SALES ?
- Nhng tiu ch, phm cht ca ngi bn hng ?
o Lun qu mn khch hng.
o i x vi khch hng nh vi ngi bn tt nht ca mnh.
o Lng nghe v thu hiu nhu cu ca khch hng.
o p ng nhu cu ca khch hng.
o Lm cho khch hng cm thy mun tho nguyn nhng nhu cu ca bn thn.
o Ch ra nhng c tnh ca sn phm theo ng mun ca khch hng.
o Sn sng cung cp sn phm bt c khi no khch hng mun.
o Thng xuyn cm n khch hng mt cch chn thnh.

- Ngh sales cn chun b nhng g ?
o Kh nng giao tip, k nng thuyt phc v m phn tt
o K nng lng nghe ch ng, k nng t cu hi hiu qu
o K nng ng ph, nhanh nhy, linh hot, nng ng
o Kin thc v sn phm.
o C kin thc v hiu bit su rng v x hi
o Kh nng chu p lc v bn lnh cao
o V b ngoi chnh chu v n ci lun n trn mi.
o Thu hiu tm l khch hng
o Cn lng nghe v ng cm vi KH
S dng tn ring ca KH
C nhng li thm hi n KH
Ghi nhn kin ng gp ca KH
Lun to ngc nhin
V bit lng nghe KH.

- Xy dng lng tin vi bn thn:
o Bn c mt t tin khi khch hng t chi sales?
o Ni s tht bi ng gp 80% trong nguyn nhn khin khch hng t chi a ra quyt nh
mua hng
o Ni s t chi ng gp 80% trong nguyn nhn ti sao ngi bn hng khng a ra cu hi
ngh mua hng
o Gn 50% cc cuc giao tip bn hng kt thc vi vic ngi bn hng khng a ra cu hi
v bt k s cam kt no

- Nhng khuyt im ca Sales
o Thiu mt hnh nh chuyn nghip
o Ni nhiu, nghe t: Ngi bn hng thng th ch ng tn cng khch hng bng
nhng bi thuyt trnh nhun nhuyn ( c tp luyn nhiu ln) v tt c nhng thng tin
lin quan n sn phm v dch v ca mnh.
o Sales thng Thao thao bt tuyt: v hng ni nhng li ch, gi tr m sn phm dch v
ca mnh mang li,



2/ 07 BC BN HNG
- Bn hng l g ?
o L vic to nn mt nh hng nht nh i vi mt ngi no nhm mc ch cung cp
thng tin cn thit, hng dn s dng sn phm hoc thuyt phc h mua sn phm hay dch
v ca cng ty.
o L mt qu trnh giao tip ch ng, m NV bn hng phi:
Lm cho KH hiu c nhng im li ch ca SP hay dch v c cung cp
To thin cm v nim tin ni KH
t c s hi lng ni KH.

- 07 Bc bn hng
o BC 1: TIP CN KHCH HNG & THIT LP QUAN H
Thm tm kim v sng lc
Xin 01 cuc hn
Xc nh mc tiu ca vic tip xc KH (M rng quan h, Cho bn hng, Mang li li
ch cho KH)
Cn c s ng cm vi KH
Hiu KH/ Lng nghe KH
Bit phn hi li nhng mong mun ca KH thng qua: Li ni, C ch, iu b,
Thi ,

o BC 2: THM D NHU CU MUA
Cn phi bit phn bit
c mun
Nhu cu
Nhu cu thc (C kh nng thanh ton)
Cn nm bt ng c mua ca Kh: S dng nhiu cu hi m thm d nhu cu mua

o BC 3: CHUN B CHO HNG
Kim tra li thng tin c v khch hng: cn tm hiu y thng tin v KH
Phn tch li th cnh tranh
Lp bng so snh
Chun b thng tin cho hng

o BC 4: THC HIN VIC CHO HNG & NI GI
Cho hng
CVKD phi nhn mnh k lng nhng li ch ca kh khi mua sn phm
Nu c cc tnh nng ni bt ca sn phm
04 bc cho hng:
o Ch : Lm cho KH ch ti Sp ca mnh
o Quan tm: To cho Kh s quan tm ti Sp ca mnh,
o Mong mun: Khi gi nhu cu v p ng mong mun ca KH
o Hnh ng mua: Kch thch nhu cu mua ngay ca KH
To kch tnh
o KH quan tm mua nhiu
o Sp kt thc chng trnh bn hng
S dng cc cng c nghe nhn ph tr

Ngh thut ni gi
Ngi bn hng phi c bn phn ni gi
Khi no nn ni gi
o Sau khi nu gi tr ca mn hng
o Gi tin c che y & nh trng tm l.
o a ra 3 mn hng vi 3 mc gi
o So snh gi bn vi cc thang gi tr khc nhau
o Thuyt phc v li ch c th m KH s nhn c
o BC 5: NM BT NHNG THC MC, KHC T V THNG LNG VI KH
Phn bit nhng loi thc mc hoc khc t ca KH
Gii ta thc mc
o ngc nhng khc t, phn i ca KH thnh c hi bn hng

o BC 6: DT IM VIC BN HNG - KT THC THNG V
Tm quan trng ca vic dt im
Nhng nguyn tc s dng
Lm ni bt li ch ln nht ca vic mua hng
X l mu thun cn li
Nhn nhng nhng iu kin KH i thm
Khng khch hng n c
Th hin lng t tin
ngh s lng mua ln hn
Nhn din nhng du hiu sn sng cho vic dt im
Cc phng php dt im
Dt im th
Tm tt li ch
Nhng b, xung thang
Gt b nhng yu sch ca KH
Gim bt s la chn ca khch hng
Trc tip a ra li cho mua hng
Gi b nh th KH ng mua
e da KH bng 01 bin c s n
KT THC VIC MUA BN
Cch trc tip: Vy ch ly cn ny nh.
Cch gin tip: Anh hay ch s ng tn trn HMB.

o BC 7: CUNG CP DCH V SAU BN HNG V THEO DI THI KH SAU KHI MUA
Cc phng php thit lp quan h vi KH mua
in thoi, nhn tin hay email hi thm
Theo di v thc hin m bo nhng li ha
Gii quyt cc phn nn ca KH
Thm ving KH
Gi thip, qu tng, li chc trong nhng ngy l tt
Gi bn cu hi phng vn thm d kin
Gi email, tin nhn, T gii thiu mi khi c sn phm mi

3/ QUY TRNH MUA HNG CA KHCH HNG (CHT SALES)
(*) CHT SALES:
- KH tim nng ca bn l ai ?
o C nhu cu: Khch hng phi cn ci bn ang bn.
o Sn sng mua
o Khch hng c th chi tr c.
o C quyn quyt nh

- C 4 iu kin phi tha mn trc khi bn c quyn a ra li ngh mua hng
o Khch hng phi cn ci bn ang bn.
o Khch hng c th s dng ci bn bn.
o Khch hng c th chi tr c.
o Khch hng thc s mun sn phm hoc dch v.

- Tin trnh quyt nh mua ca KH c m hnh ha thnh nm giai on: bt u trc khi vic
mua thc s din ra v cn ko di sau khi mua.
o thc v nhu cu
o Tm kim thng tin
o Sng lc/ nh gi cc phng n
o Quyt nh mua
o Hnh vi sau khi mua.

- Trnh t cht Sales
o Quan st v nhn bit tn hiu "mua hng" t pha KH
o ng cm v X l bt k s t chi no ca KH
o Bit cch gy ch t KH trc khi cht
o t cu hi KH khng c c hi "ni khng" khi bn cht

- Yu cu quan trng khi CHT SALES
o Lun lun mm ci
o Bn phi tch cc, nhit tnh,ho hc khi kt thc bn.
o Lng nghe trng thi cm xc ca khch hng bn.
o Lun lun i x vi cc khch hng tim nng nh ngi mua
o Nm r yu cu ca khch hng.
o Khch hng phi tin tng v yu tm v bn.
o Khch hng phi mong mun c hng li t li ngh ca bn.
o Sn phm phi ph hp vi khch hng v h kh nng chi tr

(**) THU HIU KHCH HNG:
- KH suy ngh g trc khi quyt nh mua hng:
o Bn trong khch hng bt u ny sinh nhiu tm l an xen chng cht. Ngi sale cn gip
h gii ta, ng thi to c lng tin ni KH.
o Cm gic sp mt mt hay tht thot mt iu g c th l v phi chi ra mt s tin, c th
l lo s b mua t
o Phn vn: liu y c thc s l nhu cu ca mnh khng
o Quyt nh mua hng ny c phi l khn ngoan khng
o Liu c nn i tham kho mt vi ch khc khngv
o Ngi bn hng ny c tht s ng tin cy khng
o Cc chnh sch hu mi v li ha v cht lng ca doanh nghip ny c nh li h ni
khng

- Lng nghe khch hng trc
o iu ny l rt quan trng: ng ni v bn thn; ng ni v cc sn phm/dch v ca bn;
V hn tt c, ng bn hng bng mi gi!

- Bn hng vi nhng cu hi m, khng phi cc cu tr li
o t trng tm vo vic tm hiu l do ti sao khch hng mun mua hng
o Bn cn ha ng thc s vi cc khch hng
o Bn cn t ra cc cu hi (nhng khng nn c bt c n hay ng c no)
o Tm l khch hng ni chung lun khng c li hnh ng bn hng

- Hy t ra t m v hiu k v khch hng
o Bn hy hi xem h ang s dng nhng sn phm/dch v no
o Nhim v ca bn l tm hiu xem cc khch hng thc s mong mun g
o Hy t nhng cu hi s bit thm v nhng nhu cu v mong mun ca khch hng
o Khi bn bit r nhng nhu cu ca cc khch hng, tip theo bn ng thuyt phc h mua
hng, nh th h s tin tng v coi bn nh mt nh t vn c gi tr v mun giao dch nhiu
hn trong tng lai.

- Ni chuyn vi khch hng nh bn b, ngi thn
o Mt li pht m khch so, ging iu phng i v nhng li gii thiu rp khun khng phi l
k nng bn hng hiu qu v chuyn nghip
o Hy ni chuyn mt cch bnh thng nh th xung quanh bn l bn b v ngi thn.

- Ch ti tm trng khch hng
o ng khch hng cm thy h ang b tn cng
o Phn ln cc nhn vin bn hng thng qu quan tm ti nhng iu mnh nh ni
o KH l mt ngi bnh thng vi nhng tm t ring

- Xy dng mi quan h khch hng bn vng
o Xy dng mt tnh cm tin cy, gip i bn

- Nhn vin t vn bn hng ch thy u im ca sn phm, nhng khch hng thy iu ngc
li
o Bt c s vt, bt c sn phm, dch v no cng c hai mt, mt tt, mt cha tt, mt cn,
mt khng cn. T vn bn hng cng vy, NV th say sa v SP ca mnh, v u im , cn
KH , bn c chc KH thy iu nh NVBH thy, hay h thy mt hnh nh khc ca sn phm,
dch v ?
o Khi khch hng b tin mua sn phm ,nht l vi ln u tin (ln quan trng nht ) , d t hay
nhiu , h cng c tm l lo lng, lo sn phm khng thch hp, lo mnh b mua t , lo s mt
tin v ch .
o Mi ngi mua hng v nguyn nhn ca bn thn, ch khng mua v l do ca bn
o Vi tm l , khch hng khng nhn sn phm, dch v ca bn cng quan im nh nhn
vin bn hng . Trn thc t, nhn thc ca khch hng v sn phm, dch v cn c mt qu
trnh, v vy phi dc sc t vic pht hin nhu cu , sng to nhu cu , v p ng nhu cu
ca khch hng

- 3 B mt lm hi lng khch hng:
o 1. Dnh thi gian tm xem khch hng mong i bn iu g ?
o 2. Lun lun p ng cc mong i .
o 3. Lun lun c vt qua cc mong i .
o Phi xc nh c iu m khch hng ca bn mong i, ri p ng n v khi no c th,
hy vt qua cc k vng ca khch hng .
o Vic xc nh cc k vng ca khch hng i hi bn phi ci m v n lc tm hiu, hy tr
truyn vi khch hng, hy hi tht nhiu cu hi v t mnh vo v tr ca khch hng, nhn
doanh nghip ca bn vi gc nhn khach hng v c gng xc nh iu h mong ch bn .

(***) X L TNH HUNG:

- 04 dng tnh cch c bn ca KH
o (1) Thch lm ch: Loi khch hng thch phi lm cho c iu g
y l thi ca nhng ngi thch lm ch bn thn v ng c ln nht ca h l
phi lm cho c mt vic no .
Vi loi khch hng ny, ngi bn hng ch nn ng vai tr l ngi hng dn, a
ra cc la chn khc nhau, m bo rng khch hng lun v th ca ngi ra quyt
nh, hnh ng nhanh, dt khot, tp trung vo cc vn .
Vic phn hi chm s khin khch hng loi ny d tr nn gin d hay tht vng.

o (2) Coi trng nguyn tc: Loi khch hng ch mun lm ng theo nguyn tc
Do c tnh tun th cao, khch hng lun mun thy cc nguyn tc, quy nh, hng
dn mt cch r rng, rt quan tm n tnh chnh xc v cht lng.
Khi giao tip vi h, nhn vin phi bit lng nghe, th hin mnh l ngi nhn vn
ton din, tr li cc cu hi mt cch chnh xc v nn dng thm ti liu chng
minh. Nu cung cp thng tin sai lch th khch hng s khng bao gi quay tr li na.

o (3) Thch gy nh hng: Loi khch hng suy ngh tch cc v hnh ng
Khch hng thuc nhm ny thng c khuynh hng c gng thuyt phc, to nh
hng ln ngi khc mt cch tch cc nn rt quan tm n vic lm cho ngi khc
vui v.
V vy, khi lm vic vi h, nhn vin bn hng cng phi bit tung hng to ra mt
bu khng kh thoi mi, gip khch hng tha sc th hin quan im ca mnh
ri vui v b tin ly hng! Nu hi chuyn m khng c nhn vin bn hng nim
n tr li, khch hng s rt lui ngay v khng n ca hng na.

o (4) Chu tun th: Loi khch hng coi trng l hn lut
Khch hng d tnh, c tinh thn hp tc v cng d dng tha hip.
Khi lm vic vi nhng khch hng ny, nn i theo mt trnh t hp l, a ra nhng
cu hi c th tm hiu nhu cu tht s ca h, t h tr t vn cho h mt cch
cng tm v khch quan. Nu thay i quy trnh lm vic qu nhanh, doanh nghip s
khin h khng hi lng.

o Ghi ch
V sao cn phi quan tm n phong cch c nhn ca khch hng?
V mi chng ta nhn thc th gii xung quanh mnh theo mt cch v vic
chng ta c sn sng thc hin mt yu cu no hay khng ph thuc vo
cch yu cu c a ra nh th no.
Trn thc t, nu cung cp cho khch hng qu nhiu thng tin th h s c kh
nng khng lm g c!
Nhng nu cung cp cho khch hng qu t thng tin th h cha th tin vo
ngi bn hng.
Mc ch:
D bo tt hn nhu cu ca khch hng.
Nhn vin bn hng ng cm hn vi khch hng.
Nhn vin hiu rng s khc bit trong phong cch c nhn ca khch hng
mang tnh khch quan, ch khng phi ch quan.
Nhn vin trao i vi khch hng v cc im khc bit ca h da trn l tr,
khng b tnh cm hay cm xc chi phi.


- Cch i ph vi khch hng kh tnh: Vi s im tnh v kin nhn th bn s giao tip c vi
mi khch hng d l kh tnh nht. Cch c x ca khch hng kh tnh thng lm cho bn lng
tng, nh hng n lng t trng v c th lm mt i mi quan h
o Lun tha nhn nhng iu khch hng ni l ng
o Tn trng khch hng
o Lng nghe khch hng
o Th hin s am hiu v ng cm
o ng li cho khch hng
o Hy lm sng t mi vn
o Ni li cm n

- Nhng phng php x l t chi thng gp
o Ph nhn trc tip
Cn cung cp thm d liu ngi mua hiu r hn
phi ht sc im tnh, t tin v chn thnh thuyt phc khch hng, ng thi, phi c
thi ht sc cu th, ho nh
o Ph nhn gin tip
cn cng nhn nhng im ng trc sau tm s ng tnh ca khch hng v
nhng im cha hp l
o t cu hi t li phn i
Bin cu phn i thnh cu hi ca mnh.
Cc cu hi nu cn thnh tht v thm d v dnh thi gian cho khch hng tr li
o Chng minh li ch cao: cn chng minh li ch v hiu qu c th.
o Chng minh sn phm
nu r nhng li th ca sn phm mnh.
Cn kin tr gii thch bng nhng l l ht sc thuyt phc.
o Phn tch u nhc im: Dng nhng im mnh kha lp nhng nhc im ca sn
phm mnh so sn phm cnh tranh
o Mi dng th: Thng p dng khi cho sn phm mi
o Tr hon
Thch hp khi khch hng mun bit gi hng qu sm
Hy hi thm khch hng hiu r thm nhu cu khch hng ri thm d phn ng
ca khch hng.
o Lm l
khng th tr li nhng yu cu, thc mc ca khch hng
Cn s dng kinh nghim xc nh nhng vn g cn b qua

- Nhn din nhng du hiu sn sng cho vic dt im
o Bng li ni, c ch
KH hi li mt s cu khng nh li thng tin trc
Hi v gi c liu c u i g khng
Hi v chnh sch bn hng
o Ngn ng c th
KH ng vi gi tr cc li ch
KH ng trong cch tr li phn i
KH c 01 khong thi gian im lng
Tip xc lin tip vi sn phm, lt ln lt xung nhiu ln, v, xem gi, lui li nhn k
Gt u
Xoa cm
V mt thn thin