B K HOCH V U T

CC PHT TRIN DOANH NGHIP

Chuyn
K NNG BN HNG
(Ti liu dnh cho o to, bi dng ngun nhn lc
cho cc doanh nghip nh v va)
Bin son: TS. L Th Lan Hng

H NI - 2012

MC LC
PHN 1: BN CHT CA BN HNG .................................................................... 2
1.1
Khi qut v bn hng ........................................................................................ 2
1.2
Vai tr ca bn hng ........................................................................................... 4
1.3
1.4
1.4.1

Cc hc thuyt v bn hng ................................................................................ 5

Cc phng thc bn hng ................................................................................. 8
Bn trc tip ....................................................................................................... 8

1.4.2

Bn hng gin tip .............................................................................................. 9

1.5
Vai tr ca nh qun tr bn hng ................................................................ 10
PHN 2: NGH BN HNG V NHN VIN BN HNG .............................. 14
2.1
Ngh bn hng .................................................................................................. 14
2.2
2.2.1
2.2.2
2.2.3

Nhn vin bn hng .......................................................................................... 14

Vai tr ca nhn vin bn hng ........................................................................ 14
Trch nhim ca nhn vin bn hng ............................................................... 15
Nhng c im ca ngi bn hng thnh cng ............................................ 16

PHN 3: QUI TRNH BN HNG ........................................................................... 20

3.1
Qui trnh bn hng ti ca hng ........................................................................ 20
3.2
Qui trnh bn hng trc tip cho cc t chc hoc c nhn .............................. 20
3.2.1 Thm d/tm kim khch hng tim nng ........................................................ 20
3.2.2 Tin tip cn ..................................................................................................... 22
3.2.3 Tip cn ............................................................................................................ 23
3.2.4
3.2.5

Trnh by xut bn hng .............................................................................. 24

Vt qua t chi/phn i t khch hng ........................................................ 24

3.2.6
3.2.7

Kt thc bn hng ............................................................................................. 25

Theo di sau bn hng, pht trin quan h vi khch hng .............................. 26

PHN 4: NHNG K NNG C BN CN THIT CHO NHN VIN BN

HNG 29
4.1
K nng thm d v tm kim khch hng tim nng ...................................... 29
4.2
K nng hi....................................................................................................... 29
4.3
K nng nghe hiu qu .................................................................................... 30
4.4
K nng gi in thoi ..................................................................................... 32
4.5
4.6
4.7
4.8

K nng trnh by ............................................................................................. 33

K nng giao tip .............................................................................................. 35
K nng vt qua t chi /phn i ca khch hng ....................................... 38
K nng gii quyt vn ................................................................................ 40

4.9
4.10

K nng m phn ............................................................................................ 42

K nng kt thc (c c s cam kt ca khch hng hoc quyt nh mua

4.11
4.12

ca khch hng) ................................................................................................ 45

K nng theo di sau bn hng v pht trin quan h vi khch hng ............ 46
K nng t chc v qun l thi gian ............................................................... 47

4.13
4.14

K nng lp k hoch ....................................................................................... 49

K nng t ng vin khuyn khch bn thn ................................................. 50

PHN 5. MT S IU C BN CN LU I VI NHN VIN BN

HNG .......................................................................................................................... 52
5.1
Nhng li m ngi bn hng nn trnh .......................................................... 52
5.2
5.3

Cch ngi bn hng tr nn chuyn nghip hn ....................................... 52

Tnh hung bt u cuc cuc trao i/in thoi cho khch hng ............ 52

5.4

Cch thc trau di k nng bn hng ............................................................... 53

PHN 1: BN CHT CA BN HNG

1.1 Khi qut v bn hng

Marketing v bn hng l hai khi nim khng mu thun nhau, chng h tr cho
nhau. Bn hng l mt cu phn rt quan trng ca hot ng Marketing. Marketing
khng thay th c bn hng m ch lm thay i v h tr, to iu kin cho cch
thc bn hng. Bn hng l mt trong nhng yu t ca truyn thng marketing
(qung co, xc tin bn hng, quan h cng chng, bn hng c nhn, marketing trc
tip, internet marketing).
Ngy nay trong bi cnh ca s cnh tranh mnh m, cung lun lun vt qu
cu, v tnh trng ny dn n vic dch chuyn trit l v tip th: Hy sn xut
nhng ci m chng ta c th bn, ch khng bn nhng ci chng ta c th sn xut.
S thay i v phn phi cng vi s cnh tranh ngy cng tng lm thay i vai
tr ca bn hng, v bn hng tr thnh mt b phn rt quan trng ca cc hot
ng marketing ca doanh nghip. lm c iu ny, cc doanh nghip phi trnh
c hai thi cc: mt l, coi nh tm quan trng ca cc hot ng bn hng trong
hot ng Marketing, hai l qu coi trng v tin tng vo bn hng.
Bn hng l cu ni gia doanh nghip v th trng. Bn hng c nh ngha
l vic tip xc mang tnh c nhn vi mt hoc mt vi ngi nhm bn c
hng.(Ronald B.Marks, 1997)
James M.Comer nh ngha rng bn hng l mt qu trnh (mang tnh c nhn)
trong ngi bn tm hiu, khm ph, gi to v p ng nhng nhu cu hay c
mun ca ngi mua p ng quyn li tha ng, lu di ca hai bn.
Nh vy, bn hng l mt chui cc hot ng v quan h, l qu trnh nhn
vin bn hng t vn, h tr, hng dn khch hng pht trin v a ra quyt nh
mua hng ca h. Nh vy, c th thy bn hng l qu trnh trao i gia ngi bn
v ngi mua, l vic nhn vin bn hng tm hiu v tha mn nhu cu ca khch
hng, bn cnh xy dng mi quan h lu di cng c li gia doanh nghip v
khch hng.
Di y l s so snh gia m hnh bn hng theo kiu c v m hnh bn hng
hin i/t vn

Bng so snh gia bn hng kiu c v bn hng t vn

Bn hng truyn thng
Mi quan h ngi bn, ngi mua:

Bn hng hin i/bn hng t vn

Mi quan h ngi bn, ngi mua:

thng -thua

thng thng; khch hng l i tc, hai

bn u c li

Ngi bn hng gii l ngi c th

Ngi bn hng gii l ngi tm ra

phn bc c mi kin phn i ca

c gii php i vi cc kin phn

khch hng

i ca khch hng

Ch tp trung vo bn cht ca sn phm

Tp trung vo cung cp gii php nhm

gii quyt vn cho khch hng

Bn hng ch n thun l bn bng

c sn phm

Bn hng l h tr khch hng ra quyt

nh

Bn c sn phm l hon thnh vic

bn hng

Bn c sn phm khng c ngha l

kt thc bn hng: tip tc t vn, h tr
khch hng khi cn

p khch hng
Gi tr chnh l gi bn
Th mnh cnh tranh ca doanh nghip
c cp kha cnh hu hnh

Rt t hot ng h tr cho ngi mua

Tm hiu nhu cu ca khch hng, lng

nghe v quan tm ti khch hng
Bn cnh gi bn cn bao gm cc gi
tr phi ti chnh
Th mnh cnh tranh ca doanh nghip
c cp c trn phng din hu
hnh v v hnh
B sung nhiu dch v gi tr gia tng
cho sn phm/dch v nh tr gip, o
to, c chuyn gia ti t vn, v.v

Ngi bn hng l ngi duy nht tip

xc vi khch hng

Tp trung yu cu ngi bn hng c

thm c khch hng mi

Khch hng c th tip xc vi bt k ai

trong doanh nghip m h mua sn
phm/dch v
Bn cnh vic tm khch hng mi,
doanh nghip cn yu cu ngi bn
hng gi khch hng, tng lng mua
hng t nhng khch hng ny

Trc y, bn hng thng mang tnh th ng, khng c chin lc lu di,

thc p khch hng. Bn hng hin nay theo xu hng t vn, ngi bn hng khng

cn m thay th vo l ngi t vn di hn. iu ny th hin trong cch tip cn

khch hng, khch hng l thng , lun p ng nhu cu ca khch hng, bn ci
m khch hng cn, hng dn tr gip cho khch hng, lun lng nghe, quan st
khch hng, v mc tiu cui cng l c c li nhun da trn s xy dng mi
quan h lu di gia khch hng v doanh nghip.
1.2 Vai tr ca bn hng
i vi nn kinh t
- Nu hng ha khng c bn ra, n s tn ti trong kho v iu ny s nhanh
chng dn ti s tht nghip. Ngc li, nu hng ha c bn ra, nhng ngi bn
hng li khng c kh nng bn hng mt cch hiu qu th cng to ra hiu ng
ngc i vi nn kinh t. C ngi ni rng, vn kinh t khng phi vn
v sn xut hng ha m l vn phn phi, bn hng ha.
- Bn hng to ra cc tin ch tha mn nhu cu ca khch hng: vic bn hng
c nhn (trc tip) to ra 3 tin ch, l thi gian, s hu, a im (ni mua). V d,
khch hng d nh mua mt chic xe t Nht v khch hng ny cn ngay trong
thng sau, tuy nhin thi gian chic xe nhp v mt t nht 6 thng, vy ngi
khch hng liu c quan tm na khng?
- Bn hng lm tng tng cu: vic bn hng ng thi hn, ni mua thun tin,
v.v s lm tng nhu cu v hng ha v dch v. iu ny mang li li ch cho x hi:
S lng tht nghip gim xung, nhiu ngi c c hi vic lm; nhu cu tng ln
lm cho lng hng tiu th tng ln, chi ph trn mt n v sn phm gim xung,
nh vy sn phm c th c bn vi gi r hn.
- Bn hng tc ng ti vic gim lm pht: vic ngi bn hng cung cp thng
tin, tp trung tm cch gii quyt vn ca ngi mua, a ra nhng li ch ca sn
phm s gip ngi mua tr chi tiu thng minh hn v hiu qu hn. S cnh tranh
gia cc doanh nghip tng ln s lm gip cho vic gim gi.
- Bn hng to nn s thay i: khi bn hng, ngi bn hng s nu ln nhng
cch hiu qu m sn phm em li li ch cho khch hng, iu ny lm thay i thi
quen ca khch hng. Khng c ngi bn hng, s sng to trong x hi s gim
xung.
i vi doanh nghip
Trong hot ng marketing, bn hng l mt trong nhng cu phn ca truyn
thng marketing (mt trong cc cng c ca marketing hn hp). Bn hng l knh
truyn thng c nhn, cn cc cng c khc l cng c truyn thng phi c nhn. Bn
hng linh hot hn so vi cng c khc ca marketing hn hp trong vic truyn thng
ip n nhm khch hng c th. Ngi bn hng gp trc tip khch hng, do vy

h c th nm bt nhu cu ca khch hng, c th gii thch r rng, chi tit v sn

phm, nm bt c thng tin phn hi ca khch hng thng qua nhng phn ng
ngn ng v phi ngn ng ca h.
Ngi bn hng l i din cho doanh nghip. Nhn vin bn hng l ngi u
tin m khch hng tip xc. n tng ca khch hng v doanh nghip u bt ngun
t n tng v nhn vin bn hng. Ngi bn hng chnh l hnh nh ca doanh
nghip.
1.3 Cc hc thuyt v bn hng
Hc thuyt v kch thch - phn x
y l mt hc thuyt c a chung nht trong bn hng trc tip. Phng
php bn hng da vo cc phn x c iu kin hoc vo phn trnh by c chun
b trc c th rt c hiu qu. C s ca hc thuyt ny l nhn vin bn hng nn
ni nhng iu ng n vi nhng trnh t ng n kch thch nhu cu v c
mun ca khch hng. Phng php ny c th c ch trong tnh hung khi m qu
trnh bn hng rt n gin v r rng, kt qu l bn c hng hoc khng, khi m
sn phm c gi thp v khi m thi gian mua hng b hn ch.
Cng thc AIDAS
Cng thc AIDAS c s dng gii thch qu trnh truyn thng da trn
hc thuyt v trng thi ca tinh thn. Cng thc ny c nhng gi tr nht nh, c
bit l khi chng ta gn n vi cc bc trong qu trnh bn hng.
NH HNG THEO

CC BC TRONG QU TRNH

THANG BC

BN HNG

S ch (Attention)

Thu xp cuc gp

Mi quan tm (Interest)

Khuy ng mi quan tm

c mun (Desire)

To ra s a thch / xut c th

Hnh ng (Action)

Kt thc bn hng

Tho mn (Satisfaction)

Duy tr mi quan h

C rt nhiu nh nghin cu chng minh rng trong rt nhiu tnh hung,

cc trnh t ny c th khng c duy tr ng nh vy, hoc trnh t cc bc l
khng th d on c. Rackham (1987) nghin cu rt nhiu cc tnh hung bn
hng v cho rng trong cc tnh hung bn s lng hng ln, trnh t ny c th l
khng hon ton thch hp.

M hnh ny gip chng ta trong vic hiu bit nhng n khng phi l c
trng i vi hu ht cc tnh hung bn hng. S rt kh khn cho ngi mua a
ra bt k s cam kt no nhm mua sn phm m h cha tng nghe tn, hoc ca mt
nhn vin bn hng m h khng bit; hoc h cha dng bao gi ca mt cng ty.
Tuy nhin, i vi khch hng l t chc th hu ht tnh hung bn hng c din ra
gia nhng ngi m h bit nhau kh r v nhng ngi quen thuc vi sn phm
hoc dch v. Chnh v vy, cc hnh thc bn hng, cn phi c sa i ph hp
vi ngi mua v vic bn hng. Bn hng l vic gii quyt vn ca khch hng
ch khng phi thun tu l bn cc sn phm m ngi bn hng c trong tay.
Hc thuyt v gii quyt vn
S tng ng gia ngi bn v ngi mua
Ngi bn hng hiu r c bn cht ca giao tip gia ngi bn v ngi
mua s gip cho vic bn hng t hiu qu cao. nh hng ca ngun, cc c tnh
ca c nhn v sc kho v rt nhiu yu t bn ngoi khc s tc ng n bn hng.
Ngi ta pht hin ra rng trong cc tnh hung bn l s tng ng gia ngi
bn v ngi mua c nh hng n s thnh cng trong bn hng nhiu hn l danh
ting ca ngi bn hng.
S khc nhau gia bn hng da trn phn ng c iu kin v da trn s phn ng
ca khch hng
Bn hng nn c coi l vic gii quyt vn ca khch hng ch khng
phi l thun tu bn cc sn phm sn c. Cch tip cn tt nht i vi bt k mt
ngi bn hng no l nh gi bn cht vn ca khch hng. Vic ny cng ging
nh l cng ty cn phi tin hnh cc nghin cu tip th nh gi th trng v cc
sn phm mi. i vi cc sn phm c gi tr thp v v vic mua hng mang t ri
ro th vic bn hng theo phng php truyn thng c th c s dng. i vi hu
ht cc t chc i mua hng th tht bi trong vic nh gi nhu cu ca bn thn h s
dn n vic phi tr gi, nhiu khi l rt ln. V vy cc k thut bn hng cn phi
c da trn c s cc phn ng ca khch hng ch khng phi l cc phn ng c
iu kin.
Cc phn x c iu kin c to ra khi ngi bn hng c o to trc
ng x vi cc vn v cc phn i ca khch hng i vi vic mua hng. Cc
cu chuyn v bn hng l ging nhau, cc cu tr li i vi cc cu hi ca khch
hng u c bit t trc v u c a ra trc tip, s t tin ca khch hng
ngy cng tng khi h bit l nhng khch hng khc cng a ra cc cu hi tng
t. Nhng k thut ny c li nhiu hn i vi ngi bn hng v cng ty. Sn phm
ca cng ty c cng c bi ngi bn hng, cc thng tin i vi cc khch hng

khc nhau u tng t nh nhau nhng cng ty c th la chn mt phn hoc tt c

ngi bn hng cung cp cho khch hng. o to v bn hng s din ra rt nhanh,
cc thng tin phn hi t bn hng thng cp n cc vn c th nhiu hn l
cc vn chung. Tuy nhin k thut ny c th khng to ra ng lc i vi ngi
bn hng nu h khng c quyn p ng cc yu cu khc nhau ca khch hng,
khng c quyn sng to v a dng ho cc hnh thc bn hng. Mt nhc im
khc l khch hng c th b thuyt phc v rt n tng vi phn trnh by ca ngi
bn hng nhng sau , khi ngi bn hng i khi, h c th xo b n t hng v
c th c mt s phn ng tiu cc.
Cc tnh hung bn hng nhn chung l khng bao gi ging nhau. K thut
bn hng phi da trn cc phn ng ca khch hng. lm c vic th ngi
bn hng phi xc nh c cc vn v cc phn i ca khch hng c c
nhng phn x thch hp . Vic ny r rng l i hi nhiu hn v cc k nng
nhn bit, hiu v phn x vi tng khch hng v nh vy yu cu o to khng ch
v kin thc sn phm/ th trng v cng ty m cn cc phn x v hnh vi na. i
vi ngi bn hng th r rng l c thch thc nhiu hn nhng hiu qu cao hn v
n lm cho khch hng tha mn hn. Tuy nhin, mt s kh khn xut hin chng
hn nh s rt kh khn o to v k nng giao tip, thi gian o to s di hn
v tn km hn. Mt s vn xut hin nhng ngi bn hng khng bit cch tr
li. S thnh cng ca bn hng ph thuc rt ln vo kh nng ca ngi bn hng
trong vic nghin cu nhu cu ca khch hng, nh gi cc vn ca khch hng v
phn x mt cch thch hp.
Bn cnh cng thc AIDAS, mt cng thc khc cng c p dng trong bn
hng l cng thc c tnh, u im v Li ch. Cng thc ny cho thy tm quan
trng ca vic nhn bit v khch hng tim nng, nhn thc v nhu cu ca khch
hng. Cng thc ny c th hin trong s SPIN nh sau:

S
(Situation)

P
(Problem)

I
(Implication)

Cu hi v
tnh hung

Cu hi v
vn
Cu hi
ngm nh

Lm cho ngi
mua biu l

Nhu cu ngm
nh
c xc
nh r hn
bi

Lm cho ngi mua

nhn r vn hn

N
(Needs)

Cu hi v
nhu cu

Nhu cu c th
Cho php ngi
ngi bn ni v

Li ch

1.4 Cc phng thc bn hng

1.4.1 Bn trc tip
Bn hng trc tip cho ngi tiu dng
Ngi bn hng s dng cc bi trnh by chun b t trc v cc k thut v
phn x c iu kin bn hng. H thng c thu nhp lin quan trc tip n cng
vic bn hng v kh nng ca h, hoa hng thng c p dng i vi ngi bn
hng ny. C rt nhiu kin i vi nhng yu t to ra s thnh cng ca hnh thc
bn hng ny. N thng c hnh thnh do vic quan st ngi bn hng trc tip
thc hin cng vic. Nhng ngi bn hng ny l ngi hng ngoi, thch giao lu
v gp g mi ngi, thch nhng th thch trong bn hng v c kh nng thuyt
phc tt.
Bn hng trc tip cho khch hng cng nghip
S khc bit so vi hnh thc bn hng trn l qui m v gi tr ca hp ng
mua hng ln hn, thi gian m phn, bn cht mang tnh t chc ca quyt nh
mua hng v vic s dng cc sn phm c mua. Hnh thc ny thng c s
dng cho cc sn phm cng nghip (cng c, nguyn liu, v.v). Cc k nng m

phn v k thut cng vi s kin tr l rt cn thit. Vic lit k y cc yu cu

i vi ngi bn hng s tr nn kh khn bi v n ph thuc vo cc loi sn phm.
Trong khi ngi bn hng trc tip cho ngi tiu dng phi hc cch thc bn hng
nh th no th ngi bn hng cng nghip trc tip cn phi hc m phn nh
th no.
Bn hng trc tip cho cc t chc ca chnh ph
Hnh thc ny c mt s im tng t so vi hnh thc trn nhng c mt s
khc bit trong qu trnh mua hng v cch thc iu hnh cng vic. Hnh thc ny
i hi ngi bn hng trong qu trnh u thu phi c cch nhn nhn v tnh phc
tp ca t chc v cc c im c nhn ca ngi mua. Mt s v d thuc loi ny
l vic mua hng ca cc c quan ca chnh ph ti trung ng v a phng, cc
bnh vin, cc trng hc. Cc t chc ny c nhng s khc nhau v trnh t v t
chc mua hng v i hi nhng cch thc tip cn khc nhau v i khi duy nht.
i vi ngi bn hng, cng vic ca h lin quan n cng vic tm hiu cc qui
nh, cc th tc gim st cht lng , cc yu cu i vi cc nh cung ng ca cc
t chc ny v nhng iu lin quan khc
1.4.2 Bn hng gin tip
Bn hng gin tip cho ngi tiu dng
y l mt trong cc hnh thc ph bin ca bn hng trong ngi bn hng
s dng nhng ngi bn l bn hng ca h. H thng gi n nhng ngi bn
l v thc hin rt nhiu cc cng vic khc nhau bn cnh vic k kt cc hp ng
bn hng. Cc v d rt a dng, chng hn nh bn bt git, du gi u. Vic bn
hng thng thng l mang tnh lp li i vi cc quan h c thit lp. Ngi
bn hng phi hiu c nhu cu ca khch hng v nhn mnh vo vic d tr thch
hp s lng sn phm, gip ngi bn l trong vic trng by ca hng, khuych
trng cc chng trnh qung co ca cng ty v.v. Nhng cng vic ny rt ph hp
vi nhn vin tr, nhng ngi tm kim s thnh t v coi cng vic ca h l bc
i u tin trong bc ng tr thnh ngi qun l ca h. Nhng ngi ny hc rt
nhanh v cng vic, v v tr cnh tranh ca cng ty trn th trng, v sn phm v v
cch thc ngi bn l hot ng. thc s l mt mi trng o to l tng cho
cc v tr qun l trong tng lai.
Bn hng gin tip cho khch hng cng nghip
Cng vic ca nhn vin bn hng cng nghip gin tip c nhiu im tng
ng hn vi bn hng tiu dng gin tip so vi cc hnh thc khc ca bn hng
cng nghip. Hu ht cc hot ng ny lin quan n h tr cc nh phn phi v bn
hng. Trong khi cc im bn hng ca cng ty khng thc s quan trng v thm ch

khng tn ti th cc quan h cng cng tc c tn ti di nhiu hnh thc khc

nhau. Chng hn, nhn vin bn vt liu xy dng lm vic cng vi v thng qua nh
i l vt liu xy dng i vi tng hp ng c th. Trong khi cc k nng i hi
i vi ngi bn hng s tp trung vo kin thc v sn phm v vic ng dng vo
sn phm nhng mc tiu ch yu ca ngi bn hng li l duy tr cc h thng hin
ti, cng c vic k gi hng ho n cc i l, khuych trng cc yu t dch v
ca cng vic bn hng khi m cc yu t khc ca marketing hn hp (sn phm, gi
c v phn phi) l tng i c nh hoc nh nhau gia cc nh cung ng cnh
tranh.
Bn hng qua in thoi
Chi ph ngy cng cao ca bn hng dn n vic cn nhc nghim tc v
vn ny. Liu rng cuc gi in thoi l cn thit? Liu rng cuc gi in thoi c
em li li ch cho khch hng khng? S dng in thoi trong bn hng khng th
thc s thay th c s tip xc trc tip vi khch hng nhng c th l mt cch
h tr c hiu qu.
Bn khng th gii quyt vi cc cu hi v tin ca mt n t hng no
nu h thng thng tin ni b khng c t chc mt cch thch hp. V vy cc
nh qun l phi t cc mc tiu r rng cho cc hot ng h tr s dng in thoi:
thm nhn vin, o to thch hp hoc thit lp cc chng trnh c ngha.
Ngoi ra, cn c cc hnh thc bn hng khc nh bn hng theo nhm, bn
hng quc t, bn hng qua i l. Mi hnh thc bn hng bao gm u im v nhng
hn ch. S khng c mt l thuyt v bn hng no c th ng dng c trong tt c
cc tnh hung bn hng. Chng ta cn phi c s cn nhc cn thn thay i cho
ph hp vi cc tnh hung v sn phm, cng ty v th trng. Chnh nhng yu t
ny to ra s duy nht nh hng n mi quan h trong bn hng.
Bn cnh , khi bn hng, cc nhn vin bn hng ni ring v cc nh qun
ly ni chung nn ch y ti qui tc Pareto 80%: doanh s c c l nh 20% s
khch hng em li li nhun cao cho doanh nghip. iu ny chng t nhng
khch hng quan trng cn phi c lu c bit.
1.5 Vai tr ca nh qun tr bn hng
Qun tr bn hng l bt k cng vic qun l no u lin quan n lp k
hoch, t chc thc hin, b tr nhn vin, nh hng v iu khin.Vai tr ca nh
qun tr bn hng bao gm:
Xc nh vai tr v nhim v ca nhn vin bn hng trong mi quan h vi cc
mc tiu chung ca cng ty v ca cc hot ng Marketing
Tuyn dng, o to v trao quyn cho cp di

10

 S dng thi gian c hiu qu

Phn b thi gian v lp k hoch
Thc hin vic lnh o
Duy tr vic kim sot v nh gi
iu ny khng nht thit l cc nh qun tr bn hng nn trnh vic bn hng.
Nhng khch hng ln, quan trng thng mong i lm vic vi cp cao hn. Tng
t nh vy, nh qun tr bn hng thng phi th hin vai tr i din cho cng ty i
vi mt s nhm bn ngoi. iu ny khng h mu thun vi gi nh c bn l
ngi qun tr bn hng nn c s dng qun l cc nhn vin bn hng.
Yu t tnh hung, v mc quan trng ca cc khch hng to ra s cn
thit lm cho cc nh qun tr bn hng (gim c bn hng v gim c iu hnh)
lin quan n nhim v bn hng c th. Cp qun l cng cao, th cn nhn mnh
hn vo cc quyt nh mang tnh chin lc v k hoch ho thc hin cc yu cu
ca cng vic qun l. Ti cp qun l trc tip nhn vin bn hng, mt s k nng
v nhim v bn hng l cn thit. Bng di y th hin s khc bit trong phn b
thi gian gia cc cp qun l khc nhau.
Phn b thi gian i vi cc nh qun tr bn hng
Lp k
hoch

T chc

B tr

nh

iu

nhn vin

hng

khin

Cp cao - chin lc

40

30

10

10

10

Cp trung - chin thut

10

30

20

30

10

Trc tip - iu hnh

10

10

10

30

40

Vai tr ca cc nh qun tr bn hng s ph thuc vo v tr v cp bc trong cng

ty.
Cp chin lc
Cc quyt nh mang tnh cht chin lc lin quan n vic xc nh phm vi
kinh doanh hin ti v tng lai ca mt cng ty. Cc quyt nh ny s cp n
nhng vn :
Th trng hin ti v tng lai
Cc loi sn phm c th tho mn nhu cu ca khch hng trong nhng th
trng ny
Cc lnh vc m cng ty khng mun kinh doanh
Chc nng bn hng s cung cp u vo cho qu trnh ny. Kt qu ca qu
trnh ny l xc nh vai tr ca bn hng v cc yu t khc trong hot ng

11

Marketing hn hp, c bit l i vi truyn thng marketing (qung co, khuyn mi

v quan h vi cng chng) v nhim v i vi lc lng bn hng.
Cp chin thut
Vai tr ca cc nh qun tr bn hng cp chin thut bao gm:
T chc lc lng bn hng: qui m v kt cu
Pht trin lc lng bn hng thng qua cc chng trnh v chnh sch tuyn
dng, la chn
Khuyn khch lc lng bn hng
Gim st v nh gi lc lng bn hng
Cp iu hnh
Qun tr bn hng ti cp ny l vic lm cho mi ngi thc hin cc cng
vic nh theo cch thch hp. Nh qun tr bn hng phi khuyn khch c ngi
bn hng , qun l nhn vin bn hng, qun l vic bn hng theo lnh th/khu vc
a l mt cch tt nht. Cc nh qun l trc tip phi hiu c nhu cu v c im
ca khch hng m h phc v. H phi c kh nng nh gi v phn ng vi cc
chin lc bn hng ca i th cnh tranh v cc yu t mi trng kinh doanh. H
phi nhn bit c cc chnh sch v trnh t v mt t chc m h p dng trong
vic t chc bn hng cng nh cc qui nh i vi nhn vin bn hng ca h.

12

CU HI N TP

1. hy nu vai tr ca bn hng?
2. C nhng hnh thc bn hng no? u, nhc ca mi hnh thc bn hng
nh th no?
3. C nhng hc thuyt bn hng no? u, nhc ca tng hc thuyt?
4. Vai tr ca qun tr bn hng l g?

13

PHN 2: NGH BN HNG V NHN VIN BN HNG

2.1 Ngh bn hng

Trc y, ngh bn hng khng c coi trng, c coi nh l a v thp
km, km sng to, thu nhp thp. Nhng quan nim sai lm v bn hng:
- Ngh khng ng gi: nhiu ngi cho rng ngi c ti s ph phm ti nng
ca mnh nu lm ngh bn hng.
- Sn phm tt th ng nhin s c nhiu ngi ti mua, bn hng ch lm tng
chi ph mt cch v ch. Theo quan im ny, th ngi bn hng ch l ngi bn
c hng. Nhng trn thc t, vai tr ca ngi bn hng cn rng hn th: h l
ngi thu thp thng tin phn hi t khch hng v sn phm, v.v, l ngi gii quyt
vn v l ngi t vn cho khch hng.
- Trong bn hng c iu g thiu o c, khng trung thc khi thng tin v
sn phm, v.v.
Hin nay, ngh bn hng c coi trng. Ngh bn hng c coi l cng
vic hp dn bi tch th thch, trch nhim, v thu nhp. im c bit ca bn hng
l n gip tha mn nhng nhu cu c bit ca khch hng.
Ngh bn hng c th va rt thnh cng trong chnh bn thn n, va c th l
mt nc thang cho vic thng tin sau ny. Nhng ngi bn hng thnh cng l ngi
c kh nng giao tip v thuyt phc tt. Nhng k nng ny mang li cho ngi bn
hng nhiu c hi thng tin. y cng chnh l nhng nn tng ca nh qun tr cp
cao. Con ng thng tin ca ngi bn hng: c th l qun l/gim c bn hng
quc gia, gim c khu vc, gim c vng, ri sau l ph gim c cng ty ph
trch bn hng, v.v.
2.2 Nhn vin bn hng
2.2.1 Vai tr ca nhn vin bn hng
S khc bit ln nht gia bn hng v cc yu t khc trong cc n lc
Marketing l s tip xc mang tnh c nhn. Nhu cu v tip xc c nhn ph thuc
vo hng lot cc yu t khc nhau nh: loi khch hng, mc mua hng, mc
mi ca sn phm, v.v.. Trong mt s tnh hung, vai tr thuyt phc c th c thc

14

hin bi cc cng c khc khng mang tnh cht tip xc trc tip nh l qung co.
Bng s 3 di y l s so snh gia qung co v bn hng.
So snh qung co v bn hng
QUNG CO
Hng ti s ng i tng
Tip xc khng mang tnh c nhn, gin
tip
Vic thch nghi t mang tnh trc tip
Lm vic theo din rng (s lng ln, cc
thng tin b hn hp)
Mt chiu
Thng tin phn hi mang tnh t chc
(bng cc nghin cu tip th)
Nhn chung chi ph cho mt ln tip xc l
r
nh hng ko (hi vng khch hng tim
nng s ch ng tip xc vi bn)

BN HNG
Hng ti c nhn
Tip xc c nhn, trc tip
Mc thch nghi cao
Lm vic theo chiu su (t tip xc hn,
truyn t mang tnh chi tit)
Hai chiu
Thng tin phn hi trc tip
Chi ph cho mt ln tip xc t hn
nh hng y (vic bn hng mang tnh
ch ng)

Mc d vai tr ca nhn vin bn hng ang thay i nhng cc yu t chnh ca

cng vic bn hng vn l:
Gii quyt vn ca khch hng
Duy tr (m rng) cc khch hng hin ti
Cung cp cho cc khch hng hin ti v tim nng cc dch v thch hp
i din cho cng ty
Truyn t cc thng tin gia khch hng v nh qun tr bn hng
Mt vi xu hng mi xut hin v nh hng n vic thc hin cc hot ng
bn hng bao gm:
Nhn vin bn hng c o to tt hn v c cht lng hn
C cc i bn hng chuyn nghip hn
S dng cc cng ngh mi nhiu hn
S lng khch hng t hn nhng qui m ca h ln hn
H phi thc hin nhiu cng vic hn
Vic kim sot v cc tiu chun mua hng ngy mt tt hn
S cnh tranh ngy mt tng
2.2.2 Trch nhim ca nhn vin bn hng

15

- Cung cp thng tin cho khch hng: Khch hng c th khng thng xuyn
cp nht thng tin v cng ngh, sn phm, v.v. Ngi bn hng phi c trch nhim
cung cp v cp nht thng tin nhm gip cho khch hng c th ra quyt nh nhanh
hn, chnh xc hn. lm c vic ny, ngi bn hng cn phi chun b cn thn
trc khi bn hng. H phi hiu v cng ty, sn phm, i th cnh tranh, v ngnh,
c bit l phi hiu v nhu cu ca khch hng.
- Thu thp thng tin cho doanh nghip: Ngi bn hng l ngi tip xc trc
tip vi khch hng, nm bt c suy ngh ca h v sn phm, s hi lng hay
khng hi lng vi sn phm, v.v Nhng thng tin ny v cng cn thit cho doanh
nghip. Nhng thng tin v nhng phn i ca khch hng m c c t ngi bn
hng l ngun quan trng trong vic ci tin sn phm hoc pht trin sn phm mi.
V d Nhn vin bn hng ca Apple thc hin nghin cu tm hiu nhu cu ca
khc hng-nhng ngi mun s dng my tnh loi nh. Cc nhn vin bn hng
nhn thy rng mi ngi thng s dng my tnh trn my bay, t, ti nh v thm
ch l trn ging. Nh vy, thc cht l khch hng khng phi l thch my tnh nh,
m l h thch my tnh c th xch tay, kch c ca my tnh ch l mt trong nhng
c tnh ca sn phm. Bn cnh , ngi bn hng cn nhn thy, khi s dng trn
my bay, do thiu din tch nn khch hng kh c th di chuyn chut, khng c
ch s dng tay. y chnh l ngun cho s pht trin v ch t tay pha trc
bn phm. iu ny gip thit k c laptop d s dng, c s khc bit.
- Cung ng dch v: cng vic ca ngi bn hng khng phi l chm dt sau
khi bn c sn phm cho mt khch hng no . Ngi bn hng cn c trch
nhim trong vic o to khch hng s dng sn phm, hoc lin quan n vic lp
t, v.v. Thc hin dch v sau bn hng l mt trong nhng trch nhim ca nhn
vin bn hng.
- Lin h vi khch hng: Khng c iu g xy ra cho n khi hng ha c
bn ra. iu ny c th hiu l khng c g xy ra cho n khi tm thy ngi mua
hng. Vic tm kim khch hng l trch nhim ca nhn vin bn hng.
- i din cho li ch ca khch hng: trong trng hp xy ra li v sn phm,
hoc khch hng gp vn g trong qu trnh s dng, ngi bn cn phi gip
cho khch hng lin h vi b phn cn thit nhm m bo li ch ca khch hng.
- Phi hp trong bn hng: bn hng thnh cng, ngi bn hng cn phi
phi hp vi cc b phn khc nh nhn vin marketing, nhn vin k thut, nhn
vin k ton, nhn vin bo dng, v.v.
2.2.3 Nhng c im ca ngi bn hng thnh cng

16

Ngi bn hng thnh cng l nhng ngi c kh nng nm bt c nhu cu

ca khch hng, khng bao gi tr li khng vi khch hng, c th bn cho bt k
khch hng no. Nhn chung, da trn kin thc, kinh nghim v t cht ca ngi bn
hng nh gi s thnh cng ca ngi bn hng.
- Kin thc: tr thnh ngi bn hng gii, ngi bn hng phi c kin thc
v doanh nghip, sn phm, th trng v x hi. Mt nghin cu ch ra rng 37%
nhn vin bn hng khng thnh cng l do thiu kin thc v sn phm.
- K nng: ngi bn hng cn phi bit cch giao tip v thuyt phc, c k
nng cng vic, k nng lng nghe hiu qu, k nng lp k hoch, k nng t chc
cng vic. Bit lng nghe, sn sng lng nghe khch hng l iu v cng quan trng
i vi ngi bn hng thnh cng. Ngi bn hng gii nht l ngi bit lng nghe
tt nht. Nhng nguyn tc c bn ca giao tip l

Nguyn tc tn trng v t tn
Nguyn tc nghe v ni vi nhau
Dn ch bn bc
Thng cm

Ch i
Chp nhn v bit iu
Trong giao tip, ngi bn hng cn phi ch ti k nng giao tip s dng
ngn ng qua li ni v giao tip s dng ngn ng khng li. Giao tip khng bng
li (ngn ng c th) c th hin nt mt, c ch, dng v b ngoi, nh mt, s im
lng, khong cch, iu b c ch.
S di y ch ra mt s phong cch giao tip v trao i thng tin:
ho ng
Thu ht
tp hp

Gip
khuyn khch

Th hin
-u th

t Th hin
-u th

iu khin
ch huy

Tnh ton
trm ngm
t ho ng

17

- T cht v tnh cch: mt iu quan trng l nhn vin bn hng phi thc s
mun thnh cng trong bn hng th h mi c th thnh cng. Nhn vin bn hng
phi l ngi nng ng, sng to, nhit tnh, ha nh, linh hot, kin tr, c th tin
cy c. Mt nghin cu ch ra rng 55% nhn vin bn hng khng thnh cng
l do thiu tnh sng to trong bn hng, 39% v thiu k nng lp k hoch, t chc
cng vic, 31% v thiu nhit tnh v quan tm ti khch hng.
80% ca thnh cng trong bn hng n t s nhit tnh, kin tr ca nhn vin
bn hng. 20% cn li l do kin thc v sn phm, k nng cng vic, v.v. S nhit
tnh s khng t n nu ngi bn hng khng c, s nhit tnh ca ngi bn hng
s c nh hng tch cc n khch hng.
S tin tng ca ngi bn hng vo sn phm, doanh nghip ni h cng tc v
vo chnh bn thn h cng ng gp mt phn quan trng trong thnh cng ca ngi
bn hng. S tin tng ny l nn tng cho s nhit tnh, gip cho ngi bn hng c
kh nng hon thnh cng vic mt cch hiu qu.
Hin nay, mun thnh cng trong bn hng th ngi bn hng phi nhn thc
c rng mnh ang bn hng t vn, ch khng n thun ch l bn c hng.

18

CU HI N TP
1.

Ngh bn hng l g? c im ca ngh bn hng? Ngh bn hng Vit Nam

hin nay nh th no?

2.
3.

Nhn vin bn hng c vai tr v trch nhim nh th no?

Nhng c im ca ngi bn hng thnh cng l g?

4.

Lm th no c c k nng nghe ch ng/hiu qu ?

19

PHN 3: QUI TRNH BN HNG

3.1 Qui trnh bn hng ti ca hng

Nhn vin bn hng ti ca hng khng phi n gp khch hng ti t chc ca
h, m ngc li khch hng t ch ng tm n ca hng. Do vy, qui trnh bn
hng i vi nhn vin bn hng ti ca hng thng khng phc tp nh qui trnh
bn hng trc tip ti cc t chc. Qui trnh ny bao gm cc bc nh sau:
- Tip nhn s sch bn giao ca ca trc: khch hng, s lng bn, hng ha,
v.v.
- Ln danh sch nhng vic cn lm bao gm nhng vic ca ca bn hng trc
v trong ca bn hng
- Bn hng
- Thc hin cc cng vic lin quan khc nh gi in cho khch hng, nhn n
t hng, v.v
- Chun b s sch bn giao cho ca bn hng tip theo
3.2 Qui trnh bn hng trc tip cho cc t chc hoc c nhn
i vi nhn vin bn hng trc tip - nhng ngi n gp trc tip khch hng
(c th l khch hng t chc hoc khch hng c nhn) qui trnh bn hng gm cc
bc nh sau:
Thm d/ tm
kim KH
tim nng
ti

Theo st KH
Pht trin quan
h vi KH

Tin tip cn

Kt thc bn
hng

Tip cn

Vt qua t
chi/phn i

Trnh by

3.2.1 Thm d/tm kim khch hng tim nng

20

a/ ngha ca vic thm d/tm kim khch hng tim nng:

Vic thm d/tm kim khch hng tim nng l nhm tm ra nhng ngi m
cng ty c th bn sn phm. y l c th c coi l mt trong nhng phn quan
trng nht trong cng vic ca nhn vin bn hng. y l bc to nn mng v
quyt nh hiu qu ca vic bn hng.
Khch hng c coi l tim nng trong giai on ny l nhng ngi c (1) nhu
cu v sn phm/dch v, (2) sn sng mua, (3) c kh nng thanh ton, (4)c kh nng
tip cn v c quyn ra quyt nh mua. Hay ni cch khc, khch hng tim nng l
ngi c NHU CU, TIN, QUYN LC. Khch hng tim nng c v nh l
tin trong ti khon ca cng ty, nh l dng mu ca mt c th khe mnh. Khng
nh gi ng khch hng tim nng ng ngha vi vic lng ph thi gian, mt c
hi bn hng, tin bc.
b/ Bn cht ca vic thm d/tm kim khch hng tim nng
- Thm d/tm kim khch hng tim nng khng phi l cng vic bn hng.
Trc y, bc ny c coi l bc bn hng. V bn cht, y l bc u tin
trong qu trnh bn hng nhng khng bn thn vic ny khng phi l vic bn hng.
Vic bn hng ch thc s bt u khi ngi bn hng xc nh, phn loi c khch
hng.
- Thm d/tm kim khch hng tim nng ch trng v cht lng ch khng
phi s lng khch hng tm kim c. Vic ny rt quan trng, v nu ngi bn
hng ch trng vo s lng th s khng tm ng c khch hng, khng thc s
bit ai l ngi cn dch v/sn phm ca doanh nghip.
- Thm d/tm kim khch hng tim nng l vic rt kh. lm tt cng vic
ny, ngi bn hng hiu rng bn cnh nhng k nng cn thit, ngi bn hng cn
cn phi c kin thc, chuyn mn, hiu bit v sn phm/dch v.
- Thm d/tm kim khch hng tim nng s mt nhiu thi gian. iu ny l
hin nhin bi v ngi bn hng no cng mun khch hng m mnh lin h s vui
v tip nhn. Chnh v vy m s mt nhiu thi gian tm kim c khch hng
thc s. Qui trnh nh gi khch hng tim nng nh sau:

21

Trn ming phu: Khch hng tim nng c nh gi

Trong phu: Ti thiu l tip cn c vi ngi c quyn ra quyt nh mua

Mt s t nhng khch hng hp dn nht

Tuy nhin, nu xt v di hn th vic ny li gip tit kim thi gian v ngun

lc.
3.2.2 Tin tip cn
Cng vic tip theo sau khi la chn khch hng tim nng l chun b cc ti
liu, thng tin cn thit trc khi i gp khch hng. S chun b trc gip cho nhn
vin bn hng c c nhng thng tin c th v khch hng, bit c nhng yu t
c th nh hng ti vic mua hng ca khch hng, t gip cho nhn vin bn
hng c th giao tip hiu qu vi khch hng, to hnh nh tin cy.Trong qui trnh ny
ngi bn hng s phi tr li cu hi (1) nhng thng tin no l cn thit (2) k hoch
chun b nh th no.
Nhng thng tin m ngi bn hng cn phi chun b bao gm:
- Thng tin v sn phm/dch v ca mnh: ngi bn hng cn lin h c tnh
v li ch ca sn phm vi nhu cu ca khch hng. Khch hng khng mua bn thn
sn phm, ci m khch hng mua l gii php, li ch m sn phm mang li. Nh
vy thng tin v sn phm/dch v phi th hin c r iu ny.
- Thng tin v c nhn v cng ty ca khch hng: trong qu trnh bn hng cho
cc t chc, ngi bn hng cn phi nm bt c thng tin v nhng ngi tham gia
vo qu trnh mua hng v thng tin v cng ty ca h. V c nhn ngi mua, ngi
bn hng c th tm hiu v ngh nghip, bn b, v.v ca h. V cng ty, ngi bn
hng cn tm hiu nhng thng tin v hot ng ca cng ty (lnh vc kinh doanh, sn
xut sn phm/dch v g, th trng ca cng ty, cng ty ang phi i mt vi nhng
thch thc no), v vic mua hng ca cng ty (qui trnh mua hng nh th no, c
ch, h ang s dng dch v ca cng ty no, v.v.)

22

- Thng tin v ngnh kinh doanh ca khch hng: th trng, cc nh cung ng

khc trn th trng, nhng yu t tc ng khc nh qui nh, lut, v.v.
- Thng tin v i th cnh tranh
Bn cnh vic chun b thng tin, ngi bn hng cn phi ln k hoch cho
vic tip xc vi khch hng: mc tiu tip cn, bn ci g, a cho khch hng ci g
(bo co, sn phm dng th, minh ha thit k, v.v). Ngi ta thng ni: khng
chun b l chun b cho tht bi. Ngi bn hng phi lm r: lm vic vi ai, minh
chng/chng c no s a ra thuyt phc khch hng, nhng phn i c th c
ca khch hng, cch dn dt nh th no v kt thc nh th no. Trong k hoch
chun b,ngi bn hng cn phi lm r kt qu m mnh mong i sau khi tip xc
khch hng: xy dng quan h hay l k c hp ng, hoc gii thch c c tnh,
li ch ca sn phm, v.v.
3.2.3 Tip cn
Bc tip theo, ngi bn hng chun b cho vic tip cn ln u tin vi khch
hng. Vi vic pht trin bn hng, ngi bn hng cn phi u t thi gian nhn
bit v nh gi khch hng mi xem c nn tip cn hay khng.
Trong tip cn ln u vi khch hng th n tng ban u/n tng trong tng
khonh khc (moment of truth) l v cng quan trng. Cc thnh phn to nn n
tng ban u bao gm thnh phn cm tnh (hnh thc, c ch, trang phc, iu b,
li ni, v.v), thnh phn l tnh (tnh kh, tnh cch, nng lc,v.v), thnh phn xc cm
(yu thch, ght b, v.v). C th ni rng khng c c hi th hai gy n tng ban
u.
Cc bc trong tip cn bao gm thm nhp, hnh thnh quan h v thu ht s
ch . C ba phng php tip cn thng c s dng nht l tip cn qua in
thoi, gp trc tip hoc gi th. Cch thc tip cn bng gi th l km hiu qu nht
trong ba phng thc nu trn. Nu p dng phng php ny th ngi bn hng nn
gi th ch danh, nn ghi r ngy, gi hn v sau nn in thoi m bo chc
chn h nhn c th . i vi tip cn qua in thoi th mc tiu duy nht m
ngi bn hng t c l c c hn gp. Nhng kh khn gp phi khi tip cn
qua in thoi l: (1) kh on c phn ng ca khch hng v khng c hnh nh
trc din vi khch hng, (2) thng l thng tin mt chiu. (3) b ct ngang bi
nhng vic quan trng hn. Ngi ta tng kt rng 75% khng t c mc ch
trong ln u tin.
Tip cn vi khch hng bng cch gp trc tip l hiu qu nht. vic gp
t hiu qu cao, ngi bn hng cn phi chun b ni dung cuc gp, nhng vn
cn trao i, d kin trc mt s tnh hung, v.v. Trong khi tip xc vi khch hng,

23

ngi bn hng cn phi bit quan st, lng nghe v t c cc cu hi vi mc

ch thm d, thu thp thng tin, kim tra thng tin. Cc dng cu hi thng c s
dng l cu hi m, cu hi nh gi trc tip, cu hi khch hng t so snh vi
i th cnh tranh, cu hi dn dt.
C rt nhiu cc k thut v phng php khc nhau i vi vic thu xp cuc
gp u tin. C s khc nhau gia vic chun b tip cn vi khch hng cha
quen bit v khch hng hin ti. Nhng c mt im chc chc, khng th thay th
c l ci m, trung thc, v nh hng cng vic.
3.2.4 Trnh by xut bn hng
- Mc tiu v phng thc trnh by
Mc tiu ca trnh by xut vi khch hng l c c s chp nhn ca
khch hng i vi sn phm/dch v, v rng sn phm/dch v s tho mn nhu cu
ca khch hng, gip khch hng gii quyt vn ca h.
Ngi bn hng cn phi chun b k lng cho vic trnh by xut ca mnh.
Ngi bn hng cn phi nh rng khch hng khng mua bn thn sn phm/dch v
ca cng ty m h mua li ch m sn phm mang li.
-V phng thc trnh by: ngi bn hng c th trnh by bng vic gi th,
hoc gi in thoi hoc gp trc tip.
3.2.5 Vt qua t chi/phn i t khch hng
- Bn cht ca s phn ng/t chi
Nhng phn ng/t chi ca khch hng l li mi gi thuyt phc.
Ngi bn hng hy mong i v n cho chng. Chng l cc du hiu ch
ng, l c hi trong tng lai!
Rt nhiu ngi bn hng khng nghe ... hoc s s phn ng ca khch
hng v mt c hi bn hng
Khch hng him khi ni thng vi ngi bn hng v s t chi ca h bi v c
th h cm thy khng thoi mi khi phi ni ra iu , hoc n gin l h lch s.
Ngi bn hng thnh cng l ngi khng bao gi s nhng phn ng/t chi ca
khch hng. y chnh l cch khch hng tr hon vic ra quyt nh,. Do vy,
nhng t chi ca khch hng cho thy h ang quan tm n sn phm, ang cn
nhc mua sn phm. y l c hi bn hng. C th ni kh nht l khi khch hng
im lng. Bi vy vic vt qua c t chi mua hng l rt quan trng.
Nguyn nhn ca s t chi/phn ng ca khch hng:Khch hng cm thy
khng tin tng ngi bn hng, h khng cho rng ngi bn hng l chuyn gia

24

trong lnh vc ; hoc do ngi bn hng c k nng trnh by km, khng thuyt
phc c h; hoc
- Cc loi phn ng ch yu: C bn loi phn ng ch yu nh sau:
Phn ng v thi gian: ngi mua mun tr hon vic ra quyt nh mua: thi
hn thanh ton cng qu, ti cn suy ngh thm, ti bn bc li vi ....(ngi no
, c th l v, ng nghip, v.v).
Ngi bn hng cn phi xc nh l do tht s ca vic tr hon, ng thi
a ra nhng nhc im ca vic tr hon mua v nhng li th ca vic quyt nh
mua by gi.
Phn ng v gi: ngi mua ngh rng h c th mua r hn ch khc : gi
cao qu, dch v tng t ch khc r hn, ti khng mua ni, ngn sch khng c
phn chi ny , cng ty Y ngh ti gi r hn
Ngi bn hng phi ch r v cht lng, li ch ca sn phm/dch v.
Phn ng v ngun: ngi mua c thng tin khng tt v sn phm/dch vu
ca cng ty, khng c thng tin v cng ty: ngi bn hng trc khng li n
tng tt, cng ty X gp rc ri khi s dng dch v ny, cha bao gi nghe n cng
ty, v.v
Ngi bn hng phi kim tra tnh chn thc ca thng tin. Nu thc s ng
th c th tha nhn li trong qu kh, gii thch s tin b, v s dng nhng s liu
hin ti thuyt phc. Bn cnh , ngi bn hng cn phi nu c c tnh v
nhng li ch lin quan.
Phn ng v cnh tranh: ngi mua s dng hoc c n tng tt i
vi sn phm ca i th cnh tranh, ngi mua so snh, gy p lc: cng ty B bo
hnh sn phm tt hn, iu khon thanh ton ph hp hn, dch v ca cng ty A
gn y s tin hn, v.v Ngi bn hng nn a ra nhng cu hi xc nh
im yu ca sn phm cnh tranh, hoc nhn mnh vo s tha mn ca khch
hng vi sn phm ca doanh nghip.
3.2.6 Kt thc bn hng
- Kt thc bn hng thnh cng khng phi lun lun l c c n t hng.
Bi v a s cc tnh hung bn hng lin quan n n vic trao i, tho lun mang
tnh lin tc hoc duy tr mi quan h lm n v cng tc gia ngi bn v ngi
mua. V vy vic kt thc theo cch truyn thng khng phi lc no cng thch hp.
Vic kt thc nn t trong mi quan h vi cc mc tiu c t trc. Nhn vin
bn hng nn quyt nh:
+ H mun t c iu g trong tnh hung tt nht
+ H s c gng c c iu g

25

+ H s bt buc phi c ci g
- Nhng nhn t cn tr giai on kt thc trong qui trnh bn hng
Cc nhn t nh s s phn i, khng t tin, lo lng ca ngi bn hng l
nhng ro cn trong giai on kt thc ca qui trnh bn hng. Vo nhng thi im
quan trng, mt s ngi bn hng ni Anh/ch ngh g v iu ny?; Liu ti c
th lin lc/in thoi cho anh/ch trong 2 tun na?; hoc ti s gi email v nhng
g m chng ta tho lun.
Nhng cu ni trn ch ph hp khi khch hng mun suy ngh thm hoc h t
ngh ngi bn hng gi li h sau 2 tun, hoc h mun nhn c thng tin
trao i. Tuy nhin, iu ny ch nn ni tr khi khch hng ngh, ngoi ra ngi
bn hng nn c c cam kt ca khch hng cng nhanh cng tt, c th c cam kt
ngay trong cuc gp u tin.
- Hnh vi ca ngi mua nh hng ti giai on kt thc
Khch hng rt khc nhau. Mt s khch hng thch mua nhanh, trong khi
nhng ngi khc chm trong vic ra quyt nh. Mt s ngi li thch c c nhiu
thng tin v cng chi tit cng tt, nhng ngi khc th ngc li. Mt s khch hng
li mua hng theo kiu ngu nhin, mt s khc th li rt trung thnh. Tt c nhng
iu ny to s thch thc cho ngi bn hng.
3.2.7 Theo di sau bn hng, pht trin quan h vi khch hng
- Vai tr v ngha ca pht trin quan h vi khch hng
Kt thc bn hng c c n t hng t khch hng khng c ngha l kt
thc mi vic trong quan h vi khch hng. Vic duy tr quan h sau bn hng ang
tr thnh mt cng c marketing quan trng trong mi trng cnh tranh khc lit
hin nay. y l mt cng c gi khch hng, ngn khng cho khch hng chuyn
sang s dng sn phm ca i th cnh tranh. y cng l c hi xy dng uy tn
ca doanh nghip.
Ti sao theo ui v pht trin khch hng sau khi bn hng l quan trng ? Tm
l ca khch hng sau khi mua hng l s b doanh nghip qun mt h ngay sau khi
mua, hoc khng bit lin h vi sai khi gp nhng vn ny sinh, c nhng cu hi
cn gii p hoc h hi tin v quyt nh mua ca mnh,v gi,v.v. y chnh l
nhng l do v sao cn phn c theo di sau bn hng.
Theo di sau bn hng l bc quan trng duy tr bn hng lin tc v m ra
c hi bn hng trong tng lai. Vic theo di khch hng sau bn hng khng tt s
dn n khch hng khng tha mn, h s khng quay li s dng sn phm/dch v
ca doanh nghip. Ngoi ra, nghin cu cng ch ra rng, trung bnh mt khch hng
khng tha mn s ni vi 9 ngi khc v nhng iu khng hi lng xy ra vi

26

h. Nhng cu chuyn v li n i khng tt trn th trng s nh hng xu ti

vic bn hng trong tng lai.
Dch v bn hng tt s gip cho ngi bn hng gi c khch hng, thu ht
c h quay li mua sn phm ca doanh nghip. Ni cch khc, nu ngi bn hng
lm tt dch v khch hng th h khng ch gi khch hng m cn pht trin khch
hng, tng lng mua ca khch hng, to mi quan h lu bn v tng cng s trung
thnh ca khch hng.
Cc c gng bn hng cn phi p ng cc yu cu ca khch hng v cng c
chin lc marketing ca cng ty, h tr cc chnh sch lin quan n vic nh v sn
phm, phn phi. Nhng tng ny khng ch chi phi n cc c gng bn hng m
cn n vic t chc lc lng bn hng trn c s khch hng mua vi s lng t
hay nhiu. Sn phm mi hay th trng mi u c nhng ngm nh v mt t chc.
C s quan trng nht ca vic chuyn mn ho i vi nhn vin bn hng l nhng
cng vic khc nhau m h phi thc hin c th phn chia thnh hai nhm cng vic
khc bit nhau: duy tr vic bn hng v pht trin vic bn hng.
Duy tr khch hng l vic rt quan trng khng ch trong hot ng marketing
ni chung m cn trong c hot ng bn hng. chnh l vic lin lc vi nhng
nh phn phi hin ti (bn bun v bn l) v ngi s dng hin ti. H c gng bo
v v duy tr cc cng vic kinh doanh hin ti v nh vy phi nhn mnh vo dch
v khch hng, duy tr cc li th cnh tranh v sn phm, gi c v cc dch v h tr.
Cng nhng ngi bn hng ny c th rt min cng hoc khng th c c cc
khch hng mi bi v cc nguyn nhn tm l i vi cc phn i ca khch hng
hoc phn ng ca i th cnh tranh. H khng c s t tin, kin nhn v c l l k
nng bn hng cn thit c c khch hng mi. Vic pht trin th trng mi,
gii thiu sn phm mi v c c cc khch hng ln i hi nhn vin vi nhng
k nng rt khc so vi cc k nng dch v khch hng.
Theo Kahn v Schunchman, pht trin khch hng, ngi bn hng phi
tri qua cc giai on khc nhau nh l: thu xp cuc gp vi nhng ngi thch hp
trong t chc mua hng, xy dng mi quan h khng ch lnh vc k thut m cn
trong lnh vc con ngi, quan h, lnh vc tm l khuyn khch khch hng tim
nng thay i hnh vi, to iu kin cho nhng s thay i ny. Ngi bn hng phi
c k nng giao tip rt tt, mc sng to cao, thng minh, v c ng c rt ln
thnh cng.

27

CU HI N TP
1.

Phn bit qui trnh bn hng ti ca hng v bn hng trc tip cho cc t chc/c
nhn?

2.

Quy trnh bn hng trc tip gm bao nhiu bc ?

3.

Ni dung cng vic trong tng bc bn hng l g?

4.

Phn tch v nu nhng thch thc trong tng bc ca qui trnh bn hng ?

28

PHN 4: NHNG K NNG C BN CN THIT

CHO NHN VIN BN HNG

Nh nu trong phn 2 c im ca ngi bn hng thnh cng, ngi

bn hng cn rt nhiu nhng k nng khc nhau trong bn hng. Phn di y s ch
nu nhng k nng c bn cn thit nht cho nhn vin bn hng
4.1 K nng thm d v tm kim khch hng tim nng
Lm th no t hiu qu cao trong vic thm d v tm kim khch hng tim
nng v ang l thch thc i vi nhn vin bn hng ni ring v vi doanh
nghip ni chung. S cc doanh nghip c thc hin o to cho nhn vin bn hng
v k nng ny khng nhiu. Ngun d liu v khch hng rt a dng. Nhn vin bn
hng cn phi c nhng k nng sau khai thc ngun d liu v xc nh c
khch hng tim nng ca doanh nghip. Khi tm kim khch hng tim nng, ngi
bn hng phi tr li c cc cu hi di y:
Khch hng c cn sn phm hoc dch v hay khng?
Khch hng c mun gii quyt vn hay khng?
Ngun lc ca khch hng nh th no?
Khch hng m ngi bn hng tip xc c kh nng ra quyt nh mua hng
hay khng? Rt nhiu nhn vin bn hng lng ph thi gian thuyt phc mt
ngi khng c thm quyn ra quyt nh mua hng.
Nhng thch thc no khi tip cn vi khch hng ny?
Ai l i th cnh tranh ca khch hng ny?
Xu hng ca ngnh l g?
Sn phm/dch v ca doanh nghip c gip cho khch hng gii quyt vn
ca h khng?
- K nng nghin cu th hin phng php thu thp thng tin v x lysy
thng tin. Ngi bn hng phi c k thut trong thng k ngun d liu v khch
hng tim nng. Cc thng tin v khch hng tim nng c th c c thng qua cc
ngun th cp (c s d liu) hoc cc ngun s cp: t cc khch hng hin ti, danh
b in thoi, bo, tp ch, kho st thc t, v.v. c bit, ngi bn hng cn phi ch
trng ti nhng cuc in thoi ca nhng khch hng t gi ti doanh nghip.
4.2 K nng hi
Nu ngi bn hng khng a ra c nhng cu hi ng, hoc c th hi theo
cch khng ph hp th ngi bn hng s khng th bit nhu cu ca khch hng .

29

- C hai dng cu hi: cu hi m v cu hi ng. Cu hi ng l cu hi m

khch hng ch tr li l c hoc khng, v d anh/ch c thy thch iu ny khng?.
Mc tiu ca vic hi cu hi ng l
bit v thc t ca vn ,
gii hn hoc hng dn tho lun,
thu thp thng tin c bn v khch hng
Cu hi m l nhng cu hi c cm t th no v.v Cu hi m s khuyn
khch khch hng chia s nhng quan im v y kin ca h. Cu hi m l :
thu thp nhng thng tin c th gip ngi bn hng xc nh c nhu cu
ca khch hng
xy dng mi quan h vi khch hng
- Cc dng cu hi khc
+ Cu hi m u cuc ni chuyn
+ cu hi khng nh: l kim tra li, chc chn rng ngi bn hng hiu
khch hng,
+ Cu hi nhm tm tt li vn : m bo rng ngi bn hng hiu nhu cu
ca khch hng v kim tra li nhng li ch m mnh a ra nhm thuyt phc khch
hng
Di y l nhng cu hi nn trnh
- anh/ch c phi l ngi ra quyt nh khng?
- Kh nng ti chnh ca anh/ch nh th no?
- Anh/ch bit g v cng ty ca chng ti
- Anh/ch c quan tm ti tit kim tin khng?
- Nhu cu ca anh/ch l g?
Ngi bn hng nn hi nhng cu hi khch hng c th chia s thng tin.
Mt s cu hi nn hi:
- Nhng mc tiu no m anh/ch ang hng ti?
- Anh/ch s gp nhng thch thc no nu mun t c nhng mc tiu trn?
- Nhng tc ng no s c ti doanh nghip ca anh/ch/,
4.3 K nng nghe hiu qu
Ngi bn hng hiu qu phi bit lng nghe mt cch ch ng nhng iu
khch hng ni vi h v c nhng iu m h cha ni. Ngi bn hng hiu qu
phi bit dnh thi gian hiu c nhu cu thc s ca khch hng, vn m
khch hng ang c gng gii quyt.

30

 c c k nng lng nghe hiu qu th ngi bn hng nn thng xuyn

thc hnh k nng ny. Di y l 5 im cn thc hin tr thnh ngi lng nghe
hiu qu :
- Th hin vi khch hng s ch tm ca mnh khi nghe h ni bng cch s
dng nhng ngn ng li ni v phi ngn ng.
+ Nhn vo mt khch hng vi thi thn thin, nh nhn
+ Khng to ra bt k mt m thanh no
+ Khng ct ngang, ni xen vo khi khch hng ang ni
+ Khng nhng yu t ca mi trng xung quanh lm xao nhng bn thn,
v d nhn qua ca s, ngm nhn bc tranh no , v.v
+ Ch n ngn ng khng li v m lng ging ni ca khch hng
+ Nu c ngi i cng th trnh khng trao i vi nhau khi khch hng ang
ni
- Th hin cho khch thy rng mnh ang lng nghe bng cch s dng phi ngn
ng v ngn ng. Khi trnh by, ngi bn hng cn phi cn i c gia phi ngn
t v ngn t. Ngn t bao gm t ni v t vit. Phi ngn t bao gm phi ngn t
hu thanh (m iu, m lng, cao,v.v) v phi ngn t v thanh (ngn ng c th:
nt mt, c ch, iu b, bn tay, ci bt tay, v.v). Mt nghin cu ch ra rng, khi
n nhn mt thng ip th hnh nh chim 55%, 38% l ging ni v ch 7% l ngn
t.
+ Gt u khi cm thy ph hp, nht tr
+ Th hin bng nt mt
+ Ch to s thoi mi ci m, v d vic khoanh hai tay trc ngc trong
khi giao tip vi khch hng s khng th hin s ci m, chn tnh
+ S dng nhng t ng nh vng, ng th, v.v
- Kim tra li vic lng nghe : trc khi c nhng tr li hoc trao i vi khch
hng, ngi bn hng nn
+ Din gii li thng ip m nghe c, v d anh/ch c ni l...., ti
ngh l anh/ch ang ni n....,
+ Hi cu hi lm r ca khch hng : anh/ch c th ni thm v...,
anh/ch c th ni r hn v..., anh/ch ni v..., c ng khng ?
+ Tm tt nhng iu nghe c t khch hng
- Tr li khi cn thit. Khi khch hng ni, ngi ta cng mong mun c nghe
thng tin t pha ngi bn hng. Lc ny, ngi bn hng nn ci m, tn trng , cn
thn khi tr li hoc cung cp thng tin cho khch hng.

31

4.4 K nng gi in thoi

Gi in thoi c th din ra khi tm kim khch hng tim nng, hoc khi tip
cn vi khch hng c th c cuc hn gp, hoc cng c th l sau khi bn hng,
nhn vin bn hng phi in thoi ti khch hng theo di v pht trin quan h
vi h.
Khi gi in thoi, thi ca ngi bn hng-ngi lin h l rt quan trng,
n nh hng n s thnh cng ca cuc gi. y l cng c hiu qu trong bn
hng. Cuc gi in thoi trong giai on ny c th gip ngi bn hng: i trc i
th cnh tranh; c th to ra thng v kinh doanh ln; to lp quan h;
Cch thc thc hin cuc gi in thoi nh sau:
- Lp danh sch cuc gi: tn, a ch, in thoi, v.v
- Xc nh thi gian gi ph hp: thi gian ph hp vi mi khch hng ph
thuc vo cng vic ca h, v d khch hng tim nng lm cng vic k ton th phi
trnh gi h vo 5 ngy u thng; v.v.
- Chun b kin thc v sn phm/dch v ca doanh nghip cng nh ca ngnh;
c thi tch cc; li ch m sn phm/dch v em li s gia tng gi tr cho doanh
nghip ca khch hng nh th no
Mi trng xung quanh: sp xp ti liu lin quan trn mt bn, khng
nhng tc nhn bn ngoi nh hng ti cuc gi, tinh thn thoi mi, c k hoch
ngy, thng,..;
- Xc nh ni dung cn trao i
- Gii thiu khi bt u cuc giao tip qua in thoi, ngi bn hng c 5 n
15 giy u tin c c s ch ca khch hng. Lc ny ngi bn hng phi ni
r c mnh l ai, v sao gi in
- t cu hi: Khi khch hng sn sng ni chuyn, ngi bn hng c th
hin rng mnh bit r iu mnh ang ni bng cch t cu hi, gi m khch
hng ni thm v suy ngh, nhn nh ca h.
- Tnh khch quan: thay v thc hi khch hng, ngi bn hng nn l mt
ngi hng dn, t vn khch quan, th hin mnh l mt thnh vin trong qu trnh
ra quyt nh ca khch hng.
- Lng nghe khch hng v lm r hn thng tin bng cch hi khch hng, v
d nh ti ngh l anh/ch ang ni n...; c phi anh/ch ang ni v...; v.v
- Thng tin cho khch hng, mi cu hi ca khch hng l c hi ngi bn
hng chng minh c gi tr m sn phm/dch v mang li, th hin c mnh l
mt chuyn gia trong lnh vc

32

- Ghi chp ni dung trong khi m thoi v c nhng phn ng tiu cc ca khch
hng.
- Ging ni phi th hin c tnh cch, lun th hin n ci trong ging ni,
th hin s thn thin, nhit tnh, thay i ng iu, cao ph hp vi ngi nghe;
th hin nh ang ni trc tip vi khch hng; pht m r rng; ni n gin, trnh
dng qu nhiu thut ng.
- Hp tc: cho khch hng quyt nh v cc bc tip theo. Hy cho khch
hng quyt nh v phng thc gp, gi d tho cho hng, v.v
- Kt thc cuc gi mt cch tch cc
THO LUN: ng vai gi in thoi, cc nhm khc quan st v a ra nhn
xt
4.5 K nng trnh by
C nhiu cch trnh by. iu m chng ta cn cn nhc l mc thch hp
ca cc cc k thut trnh by. Mt m hnh kh ph bin l phng php FAB: F: c
tnh (feature); A: Li th (Advantages) v Li ch (Benefits). c tnh l nu ln
nhng phng din khc nhau ca sn phm, li th v li ch l nhng g gip khch
hng tha mn khi h s dng sn phm.
c tnh

Nhng phng din khc nhau ca sn phm

Li ch

S tho mn m khch hng s c c

Trin vng bn SP
c o

Ci g lm cho sn phm tr thnh c o

Cho d ngi bn hng gi th trnh by hay trnh by qua in thoi, hoc gp

trc tip trnh by, ngi bn hng cn phi lm tt nhng cng vic di y
- Nghin cu v phng vn: cng vic chun b lin quan ti vic nghin cu, tm
kim thng tin. Ngi bn hng cn phi bit v doanh nghip m mnh s n trnh
by, ngi nghe mnh trnh by (v tr, vai tr, tnh cch, v.v). thnh cng trong k
nng ny, ngi bn hng cn phi hi v tr li c nhng vn sau:

Mnh tng trnh by cho khch hng ny trc kia cha? Nu c, th

ln trnh by nh th no, iu g tt v iu g khng tt?

33


Nu nh cha tng bao gi trnh by vi khch hng ny th mnh
tng trnh by cho khch hng tng t th cha?nh th no?

Khch hng tim nng nh th no? (qui m, ngnh, khch hng ca h,

Khch hng ang gp vn g? Ai l i th cnh tranh ca h?

v.v)

Sn phm/dch v s gip khch hng gii quyt vn ca h nh th

no? Lm th no gip khch hng thnh cng hn na trn th trng?
- Xy dng bi trnh by: bi trnh by bao gm phn m u, ni dung v kt
lun. Trong phn m bi, ngi bn hng ch trng vo mc ch, li ch em li cho
khch hng. Trong phn ni dung, ngi bn hng nn i theo k thut FAB-trnh by
trn. Phn kt lun nn nu nhng li ch mang tnh thc y hnh ng khch
hng c th tin nhanh ti vic ra quyt nh.
- Khi xy dng bi trnh by, ngi bn hng phi lng trc c nhng vn
m khch hng s hi, Hy vng nhng iu tt nhtLp k hoch cho nhng
iu xu nht.
- Trong qu trnh trnh by, ngi bn hng phi bit lng nghe, quan st nhng
du hin phi ngn t iu chnh bi trnh by sao cho ph hp. Bn cnh , ngi
bn hng cn phi bit cch hi li khch hng cm nhn c rng h ang nghe
v c hai bn vn ang hng ti mc tiu chung. Trong giao tip, k nng nghe ng
vai tr quan trng. Theo nghin cu, trong giao tip, con ngi dnh 9% cho vit, 16%
dnh cho c, 25% dnh cho ni v 50% l dnh cho nghe. Cc nghin cu cng ch ra
rng hu ht nhng ngi nghe ch lu gi c khong 50% nhng g m h nghe.
Khi nghe, con ngi thng b nh hng bi bn thn ngi nghe, thng ip, ngi
ni, mi trng.
Ngi bn hng cn phi hiu rng khch hng khng mua IU NGI
BN NI m h MUA CI H CN. Do vy, ngi bn hng cn tp trung, ni
ngn gn v li ch cho h, v gii php m h s c c. Khi trnh by, ngi bn
hng nn : (1) s dng cc v d, minh ha ngn gn; (2) s dng cc gic quan khc
nhau; (3) s dng nhng t tch cc; (4) a cuc sng vo trong phn trnh by.
- Nhng nguyn tc c bn trong trnh by
Nguyn tc 5 giy : c c s ch kh, nhng duy tr c s ch cn
kh hn nhiu. V vy, ngi bn hng phi xc nh nhanh nhng g quan trng v
khng quan trng. Ngi bn hng c khong 5 giy thu ht c s ch ca
khch hng. iu ny c ngha l, ngi bn hng nn s dng khong 10 n 20 t
trong li m u khi trnh by nhm gip cho khch hng tip tc nghe (gp trc tip),

34

hoc tip tc c. iu ny rt quan trng v ngy nay mi ngi u b ngp trong th

gii thng tin vi phng tin truyn tin a dng (internet, tivi, mng x hi, v.v)
La chn ngn ng : cn cn trng trong vic chn t ng v thng tin. Ngi
bn hng cn phi s dng ngn ng c lin quan n ngi ra quyt nh-ngn ng
ca khch hng ; Lun gi m lng, ging ni v lch s
S dng thng tin sn c online : 4 ngun thng tin c bn bao gm : (1)
khch hng a ln ; (2) thng tin online ca i th cnh tranh ; (3) ngun thng tin
c lp ; (4) t i th cnh tranh ca doanh nghip mnh. Vi nhng thng tin khch
hng a ln, ngi bn hng c th bit c im mnh ca h, kinh doanh trong
tng lai, v.v. Nhng thng tin ny s gip cho ngi bn hng khng nh c s
ph hp gia nhu cu ca h v sn phm/dch v ca doanh nghip.
4.6 K nng giao tip
* Bn cht v hnh thc giao tip
Giao tip l s truyn t thng tin hoc tng, suy ngh t mt ngi hoc
mt nhm ngi n mt ngi hoc mt nhm ngi khc. Trong giao tip hiu qu,
ngi bn hng phi a ra c nhng thng tin v li ch sn phm, li ch ca
nhng gii php m sn phm/dch v em li cho khch hng.
Giao tip hiu qu phi l s giao tip hai chiu. iu ny c ngha l cn c
s trao i, tho lun gia ngi bn hng v khch hng. Cch thc giao tip rt a
dng : c th l giao tip bng li hoc giao tip bng vn bn.
Giao tip bng li c th hin qua (1) gi in thoi ; (2) Trao i trc
tip ; (3) Hp, hi ngh.
Giao tip bng vn bn c th hin qua (1) thng bo ; (2) th (gi ng
bu in hoc th in t) ; (3) bo co, k hoach ; (4) bn trnh by bng slide
* Giao tip qua email
Hin nay, email l cng c thng xuyn c s dng giao tip. Vic vit email
hiu qu em li li th trong kinh doanh, v to ra c hnh nh tt ca ngi vit.
- Qui trnh vit email nh sau :
Bc 1 phn tch, d on v thch nghi : ngi bn hng cn phi dnh thi
gian mc ch ca vic vit email, s cn thit ca n. Ngi bn hng cn xc nh s
vit ra iu g, ngi c s phn ng ra sao, lm th no tit kim thi gian cho
khch hng khi nhn email, lm th no khch hng khng hiu sai ca mnh.
Trong khi vit email, ngi bn hng nn tng tng ra vic mnh ang ni chuyn
vi khch hng, cn nhc t ng, li ni to ra thng ip ngn gn, sc tch.
Bc 2 nghin cu, t chc v son tho : y l giai on vit email ca
ngi bn hng. Ngi bn hng nn lp mt dn nhng vn cn cp trong
email. Nhng thng tin lin quan vi nhau nn c gp vo thnh mt on. Cc

35

on nn c s tch bit nhau. chnh cn c th hin on u v chi tit on

sau, nu ngc li th khch hng c th b qua.
Bc 3 kim tra, c th v nh gi. Trc khi gi email i, ngi bn hng
cn phi kim tra li s r rng, c li no khng. Ngi bn hng cng nn a ra cc
cu hi bit c nhn xt ca khch hng, v d anh/ch thy th no ? anh/ch c
cm thy b lm phin khng ?.
- Cu trc ca email : email bao gm dng thng tin ch , m u, ni dung
(thn bi), kt lun. Phn m u nn th hin ngay nhng thng tin chnh, v d Xin
xem nhng xut... Trong phn ny nn s dng cch cho hi thn thin nh Knh
gi ng/b..., Chc mng ng/b....
Phn thn bi nn nu r do ca vic vit email, nn s dng nhng gch
u dng, bng, v.v lm r . V d thay v vit chng trnh o to d kin t
gi cho n cui nm, i tng cn b ngun trong qui hoch c s ng ca lnh
o mi c th tham d kha o to, s lng hc vin cho cc kha o to ti a l
40 ngi/lp, ngi bn hng c th tch ra nh sau :
Thi gian o to : t thng 6 n thng 12
i tng tham gia : ch cn b ngun trong qui hoch
S lng hc vin : ti a 40 ngi/lp
Trong phn ni dung (thn bi), ngi bn hng c gng ch cp n mt
ch (hn gp, hoc gi d tho, v.v)
Trong phn kt lun, ngi bn hng nn a ra thi hn t hng, ngh
khch hng c th hi bt c iu g m h mun, v.v. Ngi bn hng nn s dng
nhng t nh xin chn thnh cm n, Best regards (nu l vit th cho khch hng
nc ngoi). Thng tin trong phn kyysy tn ca ngi bn hng s c a y
hoc tm gn ty theo tng tnh hung giao tip.
* Giao tip bng th
Ngi bn hng khi vit th gii thiu cn phi vit r rng,ngn gn, sc tch
th hin c mc ch v nhng thng tin cn truyn ti. Th phi th hin c sc
thuyt phc i vi khch hng. c bc th hiu qu, ngi bn hng phi
- Phn tch mc ch vit th: mun truyn ti iu g, nhng phn ng m ngi
bn hng mong i t pha khch hng
- Phn tch sn phm mt cch c th, c bit l li ch m sn phm em li
cho khch hng, gip khch hng gii quyt vn ca h
- Phn tch khch hng-i tng nhn th: theo cc kt qu nghin cu, s phn
hi t vic nhn th rt thp (ch khong hn 2%). Chnh v vy phi xc nh r danh
sch khch hng ph hp, c th t gi thit v ngi nhn th.

36

- D tho nhng thng ip to s ch , thu ht ngi nhn trong phn m uphn quan trng nht ca bc th. M u nn ngn gn, th v (khong 5 dng), v d
th hin bng li mi cho, li ha doanh nghip qu v c th...., mt thc t mt
cng ty ...., nu tnh nng sn phm dng laptop thi trang, ..., a ra hnh ng
by gi l ngy..., qu v nn c quyt nh....
- C th ngh khch hng email hoc gi in thoi lin h vo nhng thi
im thun tin cho h. Phi lun to s d dng cho khch hng trong vic lin h
hoc thc hin cc bc tip theo.
- Nhng iu cn nh khi vit th:
vit th trong giai on thm d khng phi l bn c hng m ch l
c th bn c hng trong nhng bc sau ;
Nu c ti liu i km theo th th phi gii thch c l y do v sao m khch
hng nn c nhng ti liu i km , li ch em li l g;
m bo s dng mu ch d dc, ch y di ca trang,dng, cch nh s,
l th, v,v;
trnh tru a trong th v khch hng c th din gii khng theo nh cch
m ngi vit mong mun;
lun nh rng mt trong mc ch vit th l khch hng ng y v ti
mun bit thm thng tin v iu ; C th nh s tr gip ca th ca khch
hng.
* Giao tip trc tip
Khi n gp khch hng, c hiu qu cao trong giao tip, ngi bn hng cn
phi ch trng ti nhng iu sau:
- Chun b y ti liu c lin quan: gii thiu v sn phm, hng dn, hng
mu, m phng
- n ng gi
- Ch trang phc: nghim tc, lch s
- Trong qu trnh giao tip , ngi bn hng phi s dng c ngn ng bng li
ni v ngn ng hnh th (phi ngn ng ). Trong giao tip, nhiu khi phi ngn ng cn
quan trng hn nhng g m khch hng ni ra. Ngn ng hnh th bao gm : ging
ni, biu cm ca gng mt, m lng ging ni, s lin h bng mt, vic th, s
mt, s bn chn. Ngi bn hng phi lun lch s, nh nhn, tn trng v xy dng
c mi quan h tt vi khch hng.
* Cc nhn t tc ng n giao tip
- Nhng ro cn trong giao tip
- S m h ca ngn ng: iu ny s dn n vic hiu sai yy ca ngi ni

37

- H qui chiu khc nhau: mi ngi thy v cm nhn v s vt, hin tng
khc nhau. Chnh v vy ngi bn hng cn phi tm hiu r c im, tnh cch ca
khch hng. V d khi ngi bn hng mong mun y nhanh t c tha thun,
nhng khch hng l ngi thch mi vic din ra theo qui trnh, v vy qu trnh
thng lng din ra tng i chm. Ngi bn hng khng hi lng lm, nhng
khch hng li rt hi lng vi qui trnh .
- K nng s dng v din t khng tt, k nng x l thng tin cha tt
THO LUN : Hy nu ngha ca nhng ngn ng hnh th sau :
ngha

Hnh vi
Nhn qua knh, nheo mt
Ng ngi v pha sau, khoanh tay
B knh ra
Lic nhn ng h
G tay ln mt bn
Gp 2 tay ra sau c
Gp s, khng tp trung
Ni trnh, ni lng

THO LUN: T nh gi k nng giao tip kinh doanh: k nng vit, k nng
c v k nng ni.
4.7 K nng vt qua t chi /phn i ca khch hng
vt qua c nhng t chi ca khch hng, ngi bn hng phi kho
lo, phi bit vn dng kt hp cc k thut vi nhau.
- Hi: nm bt c nguyn nhn/gc r ca s t chi, ngi bn hng cn
phi t ra mt s cu hi cho khch hng, c th kt hp cu hi ng v cu hi m.
Tuy nhin tt nht l nn s dng cu hi m trong bc ny. Mt s cu hi c th
nh sau:
+ Anh/ch c kin/phn vn g v im ny?
+ u tin ca anh/ch khi xem xt iu ny l g?
+ Anh/ch cn thm thng tin g na?
+ Anh/ch mun c thm iu g?
+ Khi la chn nh cung ng, anh/ch thng quan tm n iu g?

38

- Thuyt phc: K nng ny gip cho ngi bn hng thuyt phc c khch
hng mua sn phm ca doanh nghip. Khch hng lun lun c s la chn ca h :
h c th la chn sn phm ca doanh nghip. Tuy nhin, h cng c th la chn
sn phm ca mt doanh nghip khc mc d h c s lin h v lm vic vi
doanh nghip mnh. Do vy, k nng thuyt phc ng vai tr quan trng.
iu quan trng nht trong thuyt phc l hiu quan im ca khch hng,
mong i ca khch hng, v a ra c nhng li ch m sn phm/dch v em li
cho khch hng. Cn phi nh rng khch hng mua li ch ca sn phm, gii php
m sn phm mang li cho h ch khng mua bn thn sn phm.
thuyt phc hiu qu, ngi bn hng nn lm nh sau :
Chng minh s hiu bit ca bn thn v hon cnh/vn thc tin m
khch hng ang phi i mt. Ngi bn nn a ra nhng cu hi th hin c
s hiu bit v kinh doanh, nhu cu ca khch hng. Ngi bn cng cn a ra cc
thng tin chng minh c sn phm/dch v ca doanh nghip l gii php thch hp
nht cho khch hng.
To lp mi trng thn thin, cm thng. Thi ca ngi bn hng khi
lm vic vi khch hng, s p ng nhu cu ca khch hng s to nn hnh nh tt
v bn thn ngi bn hng v v doanh nghip. S cm thng cng l nhn t tc
ng ti vic ra quyt nh ca khch hng. Mt im c bn m ngi bn hng cn
nh l khng nn ha nhiu v cung cp vt yu cu/hn mong i ca khch hng.
a ra cc bng chng :
Bng chng c bn
Bng chng c th

Giy xc nhn
kin chuyn gia
Lp lun logic

V d
cho khch hng s, nhn, cm nhn cc mu hng, cc
sn phm khuyn mi
Cc cu chuyn v nhng cng ty khc s dng sn phm /
dch v ca doanh nghip mt cch c hiu qu, nhng nh
gi ca h v sn phm/dch v
Tp ch, bo
Suy lun tng bc c s dng cc s liu ca khch hng,
li cun s quan tm ca khch hng vo trong qu trnh

Th hin tnh chuyn nghip, hiu bit ca bn thn ngi bn hng : th

hin c s hiu bit v nhng gii php m ngi bn hng xut cho khch hng
cng nh s hiu bit v nhng vn lin quan. Chia s thng tin chng minh s

39

hiu bit ca ngi bn hng v lnh vc kinh doanh ca khch hng, nhng xu hng
mi trn th trng, v.v.
- Cch thc vt qua nhng phn ng t chi ca khch hng:
Trau di kin thc v sn phm, cng ty, th trng, i th cnh tranh
Chun b tt k nng x l phn ng/chng i
Ngay sau khi trnh by c mt lc, ngi bn hng c th cm nhn
c phn ng ca khch hng. Lc ny, ngi bn hng phi ghi chp li cm nhn
ny, sau iu chnh bi trnh by ca mnh hng ti mc tiu chung ca hai
bn.

Pht l chng i: u tin tha nhn phn ng/t chi ca khch hng, sau

l i, hoc nu thy chng i/t chi khng c c s th l i

T chi gin tip: Trc tin nhc li li chng i/t chi ca khch hng,
khng c ni thng vi h rng l h sai, m cn phi ng h quan im ca khch
hng khng to nn s cng thng, p lc gia cc bn.
Phng php bi hon: phng php vng, nhng....; trnh tranh ci trc
tip, ngi bn hng c th ch ra yu t bi hon. Li ch ca phng php ny l c
th p ng nhu cu khc bit ca khch hng.
Phng php n u: Ngn nga chng i trc khi xut hin, Chng i
ph bin mi c n u
Xoay i ch : nhng chng i khng lin quan th ngi bn hng hoc
l l i hoc l phi xoay i ch . Ngi bn hng phi nm ly tin m khch
hng a ra, bin i khch hng nhn s vic gc khc
Gi im lng: im lng l vng, trong mt s trng hp ngi bn hng nn
cho khch hng t gii quyt vn ca h bng cch gi im lng.
THO LUN: theo nhm
* Theo anh/ch, cc yu t then cht ngi khc nghe theo mnh hay t c
s ng thun ca ngi khc l g?
* Hy lit k 5 nhn t m ngi khc c th b thuyt phc bi anh/ch
* Nhng tht bi gn y ca anh/ch trong vic thuyt phc ngi khc nh th
no? Lit k 5 nhn t khin anh/ch b tht bi trong thuyt phc
4.8 K nng gii quyt vn
Vi bn hng hin i, ngi bn hng phi l ngi gii quyt c vn m
khch hng ang vng mc. Ngi bn hng cn hiu v bit vn dng cc k thut
phn tch v gii quyt vn nhm tm ra gii php tt nht c th c cho khch
hng. V d, nu khch hng cn mua laptop, ngi bn hng cn phi hi khch hng

40

 xc nh ti sao khch hng cn mua laptop , h ang c gng tha mn nhu cu

g/hoc ang gii quyt vn g. Nu c c nhng thng tin ny th ngi bn
hng c th :
a ra c sn phm ph hp nht vi khch hng
C th c c gii php tng hp m khch hng cha tng ngh ti

Gi ysy thm c nhng sn phm/dch v lm gia tng gi tr cho laptop

Xc nh/bit c c th khng c sn phm tha mn c nhu cu ca

khch hng
- Phn loi vn : c nhiu cch phn loi vn . Nu cn c vo thi im
phn loi th ta c vn hin ti v vn tim nng; Nu cn c vo mc tiu th
ta c vn cn iu chnh v vn cn hon thin; nu cn c vo ni dung th ta c
vn mang tnh c nhn v vn lin quan n cng vic.
- Nhng cu hi t ra khi gii quyt vn : trc khi gii quyt vn , ngi
bn hng nn tr li nhng cu hi sau:
+ N c phi l vn ca mnh khng?
+ C th gii quyt c vn khng? Khi gii quyt c th c li ch g?
+ y c thc s l vn khng hay ch l du hiu ca mt vn ?
+ Nu vn ny tng c gii quyt th gii php trc c sai lm g? N
c cn phi c gii quyt ngy? C ch c khng?
+ gii php cn tha mn nhng iu kin no? C nh hng ti nguyn tc
khng?
- Yu cu khi xc nh vn :
+ Cc vn cn phi c xc nh ngn gn, chnh xc, khng p t y
kin ch quan.
+ Ch r mc cn thit/khn cp
+ Tm tt cc thng tin c c
+ Tho lun vi nhng ngi c lin quan
Vn c pht hin sm nh vo vic bit lng nghe v quan st nhng du
hiu cnh bo.
- Trong qu trnh gii quyt vn , ngi bn hng phi bit phn tch vn : tm
kim nguyn nhn ca vn , cc thng tin c th c, xc nh v phn loi cc nguyn
nhn. Mt trong nhng k thut c th p dng gii quyt vn y l k thut xng
c

41

Chnh sch

Sn phm

Hin
tng

Dch v

Phn nn ca
khch hng

Mi mt xng c l mt nguyn nhn c th c, mi nhnh li c th c

nhng nhnh nh hn.
- K vng gii quyt c vn s gip cho ngi bn hng tm ra nhng cch
sng to mi nhm tha mn khch hng. Gii quyt vn bao gm 4 bc:
+ Nm bt tnh hnh thc t ca khch hng. Khng bao gi gii quyt mt vn
m mnh cha hiu v n.
+ Gip khch hng hnh dung v iu h mong i
+ Gip khch hng nhn ra nhng cch thc m khch hng mong mun tnh
hung c gii quyt
+ a ra gii php, nhng gii php ny phi th hin c tnh kh thi, d
dng tip cn, t khch hng s nhanh chng a ra quyt nh
- Li thng gp khi xc nh gii php gii quyt vn
+ a ra gii php trc khi c mc tiu
+ Qu coi trng mt gii php
+ Qu nhn mnh vo u im ca gii php
+ Vi vng ra quyt nh khi thiu thng tin
4.9 K nng m phn
c th thnh cng trong m phn vi khch hng, ngi bn hng cn phi
- Chng minh/th hin c s tn trng ca mnh i vi ysy kin ca khch
hng. iu ny c th hin qua cch
+ Lng nghe khch hng mc d c th y kin ca khch hng khng thc s kh thi
+ Hi khch hng v tm hiu v s khc bit
+ Kim sot cm xc tiu cc ca c nhn
+ Tn trng v th ca ngi khc, ng thi vn phi tp trung vo trao i v li
ch

42

- Khng nh li gi tr ca sn phm/dch v
- Xc nh vn : nu ngi bn hng c nhiu thng tin v khch hng (mc
tiu, nhu cu, ) th ngi bn hng c th xc nh c im thng nht gia hai
bn. Trong m phn, nhiu khi hai bn c cng mc tiu nhng khng th i n s
nht tr. V d, c th c s nht tr v vic bn hng, nhng li khng t c s
nht tr v gi, ngy lp t, dch v sau bn,)
- To s hp tc trong m phn
* Cc kiu m phn: c hai kiu m phn: m phn phn chia v m phn lin
kt
- Kiu m phn phn chia: thnh cng, ngi bn hng cn phi
+ S dng p lc tm l
+ Phn tch c tnh cht su sc cc xut
+ t ra nhng cu hi nhm mc ch tm kim nhng im yu ca khch
hng hoc mang tnh vn ng
+ Thay i v th c p dng khi coi l bin php t c mc tiu
+ To dng v th c li cho mnh
- Kiu m phn lin kt: ngi bn hng cn
+ linh hot cng vi khch hng trong x ly vn hoc cng sng to trong
xut vn
+ cng tm ra nhng im chung, li ch chung v hng ti kt qu hai bn
cng c li
+ a thm nhiu li ch ph hp vi hai bn
- Qu trnh m phn
+ Chun b v lp k hoch m phn: Trong bc ny, ngi bn hng cn
phi thu thp cc thng tin cn thit xc nh mong mun ca hai bn, nhng quan
im chung, nhng cam kt c bn v chin lc m phn. Khi xc nh mong mun
ca hai bn, ngi bn hng c th hi cc cu hi nh: Liu h c s sng chp nhn
cc yu cu trong tng vn m phn ca mnh khng? , Liu mnh c sn sng
chp nhn cc yu cu trong tng vn m phn ca h khng?
V nguyn tc, m phn c cc chin lc nh
(1)Thng-Thng
(2) Thng-Thua
(3) Thua-thng
(4) Thua-thua
(5) khng g c.
Trn thc t, chin lc m phn thng-thng l chin lc c s dng trong
a s cc tnh hung kinh doanh. Khi xc nh chin lc m phn, ngi bn hng
cn phi xc nh a im m phn, thi gian, hnh vi thng lng

43

+ Xy dng cc mi quan h c nhn: vic xy dng mi quan h vi khch

hng s gip cho ngi bn hng c thi gian hiu khch hng hn, thng tin
truyn ti chnh xc hn, hiu r hn nhu cu , iu kin v li ch khch hng mong
mun. Ngi bn hng cn phi nh tch ri tnh cch c nhn con ngi v cc vn
cn m phn.
+ Trao i cc thng tin lin quan n mc tiu: s dng thng tin hiu v
truyn ti ti khch hng to s thu hiu gia hai bn
+ Thuyt phc: trong bc ny, ngi bn hng cn phi nm vng nhng
nguyn tc v k thut thuyt phc (xem phn k nng thuyt phc trn)
+ Nht tr v a ra cam kt: y l giai on cui trong m phn, ngi bn
hng phi cho khch hng cm nhn c nhng li ch c bn v gia tng m h
c c.
- Phong cch m phn

Hp tc

Cnh tranh
Tnh quyt
on

Ha gii

Ln trnh

Nhng b

S hp tc
Hnh trn nu ln 5 phong cch m phn thng c. Nhn chung khng th s dng
tt c cc phong cch trong m phn, iu ny ty theo tng tnh hung kinh doanh.
Phong cch hp tc nn s dng khi:
+ Mong mun tm gii php ph hp vi c hai bn
+ To dng mi quan h lu di
+ Mc tiu l hc hi, th nghim
+ To tm huyt
Phong cch cnh tranh c s dng khi :
+ Vn cn c gii quyt nhanh chng
+ Khi bit chc chn mnh ng

44

+ Vn ny sinh t xut, khng lu di

Phong cch ln trnh c s dng khi:
+ Gp vn khng quan trng
+ Vn khng lin quan n quyn li ca mnh
+ Hu qu tiu cc ca vic gii quyt vn ln hn li ch ca n
+ Khi cn lm bnh tnh li i tc
+ Khi cn thu thp thm thng tin
+ Khi ngi khc c th gii quyt vn tt hn
Phong cch nhng b ph hp khi:
+ Cm thy khng chc chn ng
+ Vn quan trng i vi ngi khc hn l i vi mnh
+ Khi cn c mi quan h tip theo cho nhng vn quan trng hn
+ Khi tip tc u tranh s c hi
+ Khi vn khng th b loi b
Phong cch ha gii ph hp khi:
+ Vn tng i quan trng nhng hu qu ca vic khng nhng b cn
quan trng hn
+ Khi hai bn u rt bo v mc tiu ca mnh
+ Khi cn t c gii php tm thi
+ Khi thi gian l quan trng
4.10 K nng kt thc (c c s cam kt ca khch hng hoc quyt nh
mua ca khch hng)
kt thc bn hng mt cch hiu qun, ngi bn hng nn ti nhng
du hiu (th hin bng ngn t hoc phi ngn t) gip ngi bn hng nhn bit c
thi im kt thc :
- Khi thy khch hng thy hng th
- Khch hng ng vi gi tr ca cc li ch
- Khch hng ng trong cch tr li chng i
- Khi c mt khong thi gian im lng
- Khch hng c nhng c ch th hin s quan tm: xem k hng mu, tnh ton,
gt u, v mt thn thin, v.v.
Trong qu trnh giao tip vi khch hng, ngi bn cn phi nhn bit c
mt s du hiu c th kt thc bn hng. Nhng du hiu ny c th c th hin
qua nhng ngn ng khng li ca khch hng.
- Hi : Sau khi trnh by, ngi bn hng nn hi v hp ng/n t hng .
Khch hng cho rng ngi bn hng phi lm iu ny

45

 Gi nh v vic t hng ca khch hng: lc ny ngi bn hng s dng

nhng t ng nh
+ iu ny s gii quyt cc vn sau khi n c lp t
+ Thi gian giao hng ph hp nht l khi no?
+ 4 my tnh p ng c yu cu ca anh/ch cha?
S dng cu hi , v d ng/b c iu g khc cn hi ; kin ca ng/b;
iu c khng?
a ra nhng gii php thay th :
Anh/ch mun giao hng vo th Ba tun ny hay l tun sau, thi im no
tin cho anh/ch hn?
Anh/ch s o to trong gi hnh chnh hay l ngoi gi hnh chnh?
- Nhng cch thc khc kt thc bn hng
Trao qu : hnh ng nhm hon thnh vic bn hng
Tn thnh thm ln na : tp hp cc li ch ca sn phm to ra s ng
tnh ca khch hng, sau ngh khch hng mua.
So snh : a ra nhng l do mua ngay so vi vic tr hon vic ra quyt
nh
To p lc cho khch hng h thy thit hi v kinh t nu nh h tr hon
quyt nh
Gi ny ch p dng n cui thng
Chng ti s tng......nu anh/ch t hng vi s lng l....
Kt thc theo kiu m phn : nu ti gim bt 5% th anh/ch s t hng
ngay hm nay ch ?
4.11 K nng theo di sau bn hng v pht trin quan h vi khch hng
lm tt cng vic ny, ngi bn hng nn nh sau :
- C trch nhim trong sut qu trnh mua hng ca khch hng t lc lin h ban
u v sau khi bn hng. Trong trng hp khch hng khng mua sn phm/dch v
ca cng ty na th h vn c nhng n tng tt p v doanh nghip v bn thn
ngi bn hng v h cng s truyn ti thng tin ny cho nhng ngi khc.
- Ngi bn hng cn nh rng c th h gii quyt nhng vn ging nhau
hng trm ln, nhng y li l ln u tin ca khch hng. Ngi bn hng cn phi
t mnh vo a v ca khch hng v hiu vn di gc ca h.
- Ngi bn hng cn nh rng khng c vn no l nh di gc ca
khch hng ; khch hng khng bao gi i hi qu ng, v.v.
- Thng xuyn lin lc vi khch hng, chia s vi khch hng thng tin mi,
hay.

46

- Khi ha th phi thc hin, v phi lm tt hn mong i ca khch hng.

- Lin lc bng in thoi : ngi bn hng cn gi in hi thm xem sn
phm v dch v c lm cho khch hng hi lng khng. Thi im gi in thoi c
th l ngay sau khi khch hng mua hoc sau mt khong thi gian nht nh (1 tun,
10 ngy, theo nh k bo dng, v.v)
- Vit th : Lin lc ngay vi khch hng sau khi bn hng cm n h : Th
cm n , t thi nh gi cao khch hng
- Lp k hoch v t chc cng vic : ngi bn hng s cn phi sp xp cng
vic, danh sch v lch lin h vi khch hng. Thng tin ca khch hng c lu tr
mt cch khoa hc s gip cho ngi bn c th theo st khch hng v thc hin mt
s hot ng nh : tng khch hng mn qu nh th hin s quan tm hoc thip chc
mng nhn dp sinh nht
THO LUN : nh gi thi ca ngi bn hng v dch v cung ng cho
khch hng
4.12 K nng t chc v qun l thi gian
* K nng t chc
Ngi bn hng hiu qu cn phi bit cch h thng ha cc thng tin cn
thit v khch hng tim nng, khch hng hin ti, sn phm, v tt c nhng
thng tin c lin quan khc m doanh nghip cn phi cung cp cho khch hng
hoc nhng thng tin m khch hng cn. Bn cnh , ngi bn hng phi bit
sp xp cng vic, c lch trnh lm vic khoa hc. tng hiu qu ca k nng t
chc, ngi bn hng nn lm nh sau :
- Lun ln lch lm vic/hn gp vi khch hng : gp u ? thng tin lin lc
ca ngi s gp ? thi gian no ? d kin trong bao lu ?
- Ghi chp theo di s lng khch hng v vic khch hng ang trong giai
on no ca qu trnh bn hng. V d :
+ xc nh/tm kim khch hng tim nng : hin c 500 khch hng
+ Lin h bc u vi khch hng : lin h vi 400 khch hng
+ S khch hng tho lun : 40 khch hng
+ S khch hng m c doanh nghip a ra gii php, xut : 20 khch
hng
+ Trnh by gii php : gp v trnh by cho 18 khch hng
+ m phn : ang m phn vi 10 khch hng
- Xy dng thi quen v vic lp danh sch nhng vic lm hm nay v cn
lm hm sau vo cui ngy lm vic. Danh mc nhng cng vic ny cn c sp
xp theo th t u tin (khn cp, cn lm ngay, v.v).

47

- S dng phn mm qun l

* K nng qun l y thi gian
Theo Peter Crucker Thi gian l mt ti sn v gi khng th ti to, khi n
tri qua th s khng bao gi tr li
Mi vn u gn lin vi thi gian. Do vy, thnh cng trong bn hng,
ngi bn hng phi qun l tt thi gian ca bn thn. Cc nghin cu ch ra thi
gian m ngi bn hng dnh cho cc hot ng ca h nh sau:

Cc hot ng
khc, 8%

Bn hng, 5%
Ni chuyn
phim, 8%
i gp khch
hng, 6%
Gin on bi
khch hng, 8%

Di chuyn, 41%

Tho lun , 6%
K hoch cho
vic nh, 5%
n tra, 13%

Nhn vo biu trn ta thy, phn ln thi gian ngi bn hng dnh cho vic
i li (>40%), ch c 5% l dnh cho bn hng. iu ny c ngha l ngi bn hng
phi lp k hoch cc hot ng rt cn thn v ghi chp li cng vic hng ngy.
- qun l tt thi gian, ngi bn hng c th phn nhm cng vic nh
+ nhm cng vic khn cp, quan trng: ngi bn hng cn phi lm nhng
vic ny cng sm cng tt
+ nhm cng vic quan trng, khng khn cp: nhng vic ny cn phi c
lm nhng cha cn lm ngay. Trong nhiu trng hp, nhng vic ny s b tr hon
mi
+ nhm cng vic khn cp nhng khng quan trng: trong qu thi gian c
hn, nhng vic cn phi lm nhanh trong kh nng c th vi cht lng va phi
+ nhm cng vic khng quan trng, khng khn cp
Ngi bn hng c th p dng qui lut Pareto (80/20) xc nh cng vic
u tin, iu ny c ngha l 80 % mc tiu bn hng c hon thnh t 20%
lng khch hng, hoc c th hiu l 80% cng vic hiu qu c hon thnh
trong 20% qu thi gian.

48

Mt trong nhng k nng quan trng m ngi bn hng cn c qun l tt

thi gian l k nng lp k hoch (c cp phn sau)
4.13 K nng lp k hoch
Vic lp k hoch l mt hot ng, l vit xy dng cc hot ng m ngi
bn hng thc hin trong qu trnh bn hng, t lc bt u cho n lc t mc tiu.
Vic lp k hoch ch r vai tr, mc tiu, hot ng, im kim sot, mc t
c, ngi chu trch nhim, ngi cng hp tc, v.v. Ngi ta ni rng, k hoch c
th khng c ch, nhng vic lp k hoch th khng th thiu c.
c th lp k hoch hiu qu, ngi bn hng phi tp trung n lc, suy ngh
v tch cc.
Ngi bn hng thc hin rt nhiu hot ng khc nhau. Cc hot ng ny
bao gm vic qun l thi gian ca bn thn, tm kim khch hng, sp xp cc cc
cuc hn, bn hng, m phn, trnh by,v.v Nu ngi bn hng mun thnh cng th
h phi chun b cn thn, chu o cho tt c cc hot ng . Ngoi ra, mt trong
nhng kha cnh hp dn ca ngh bn hng l s t do s dng qu thi gian, nhng
y cng li l p lc i vi ngi bn hng, i hi h phi t xy dng c nhng
nguyn tc ring cho bn thn, phi c kh nng lp k hoch.
- Li ch ca vic lp k hoch :
+ To s nh hng trong cng vic
+ C th bt u k hoch khi bit ch hng ti
- Lp mc tiu : v doanh s, li nhun, s khch hng mi, duy tr khch hng
hin ti, tng lng mua t khch hng hin ti. V d ngi bn hng c giao mc
ch tiu doanh s l 400.000.000 ng/nm. Gi s gi tr n gi trung bnh l
10.000.000 ng th ngi bn hng cn phi c 40 n hng trong nm. Nu c tip
cn 4 ngi th c c mt khch hng th ngi bn hng cn phi tip cn vi 160
khch hng. Sau ngi bn hng phi tnh c thi gian trung bnh dnh cho mt
khch hng, v.v. Nh vy ngi bn hng s lp k hoch t 400.000.000 ng/nm
thnh nhng mc tiu chi tit hn.
Khi lp mc tiu, ngi bn hng nn theo nguyn tc SMART (c th, o
lng c, c th t c, thc t, v trong khong thi gian cho php)
- K hoch bn hng bao gm cc phn
+ Mc tiu kinh doanh
+ Ngun lc t c mc tiu
+ Phn tch th trng
+ Cc loi sn phm/dch v c sn bn
+ Phn tch cc hot ng m ngi bn thc hin
+ Phn tch v ti chnh, con ngi, trang thit b cn thit trong vic bn hng

49

- Cc bc lp k hoch bao gm :
+ Xy dng mc tiu
+ Xy dng k hoch hnh ng
+ Xc nh cc phng n d phng
- Hu qu ca vic lp k hoch ti
+ Cng vic b chng cho, t chc ln xn (khng r nhim v, thi gian cho
tng cng vic...)
+ Thiu cn c kim tra, gim st
+ Khng s dng c cc ngun lc mt cch hiu qu
+ Kh m bo c tin cng vic
Kt qu l khng hon thnh mc tiu hoc t mc thp
4.14 K nng t ng vin khuyn khch bn thn
Mun tr thnh ngi bn hng hiu qu, nhn vin bn hng cn phi bit t
ng vin khuyn khch bn thn vt qua nhng thch thc, tr ngi trong cng vic
(s chn nn, gp khch hng kh tnh, v.v.). lm c iu ny, ngi bn hng
cn phi :
Xy dng c mc tiu cho bn thn (trong cng vic cng nh cho bn
thn ngi bn hng). Nhng mc tiu ny cn c vit ra v sp xp th t u tin.
Theo ui v thc hin mc tiu trong bt k hon cnh no. C th c nhng
lc ngi bn hng khng mun lm na (gp phin toi trong cuc sng c nhn hoc
khch hng kh tnh). Tuy nhin, ngi bn hng cn hiu rng i vi cng vic bn
hng, mi ngy lm vic cng nh tng mi lin h vi khch hng l rt quan trng.
V vy, nu ngi bn hng vn quyt tm lm n cng th mi vic c th tr nn d
dng hn.
Khng tr hon, khng chn ch. Thc hin cng nhanh nhng iu lit k
trong danh sch th s tr hon/chn ch s bin mt, ngi bn hng c th d dng
chuyn sang thc hin cng vic/mc tiu khc trong danh mc .
T thng cho bn thn khi hon thnh cng vic/mc tiu

50

CU HI N TP

1. C nhng k nng c bn cn thit no i vi nhn vin bn hng?

2. Nhng k nng no c vn dng trong bc thm d tm kim khch hng?
3. Nhng k nng no c vn dng trong bc tin tip cn?
4. Nhng k nng no c vn dng trong bc tip cn
5. Nhng k nng no c vn dng trong bc trnh by xut bn hng?
6. Nhng k nng no c vn dng trong bc vt qua t chi ca khch
hng?
7. Nhng k nng no c vn dng trong bc kt thc bn hng?
8. Nhng k nng no c vn dng trong bc theo di v pht trin quan h
vi khch hng?
9. Phn tch v nu kh khn ca tng k nng khi ng dng trong thc t?

51

PHN 5. MT S IU C BN CN LU
I VI NHN VIN BN HNG

5.1 Nhng li m ngi bn hng nn trnh

- n mun : Ngi bn hng khng c n tr i vi cc cuc hn vi
khch hng
- Khng xem li hnh thc trc khi gp khch hng
- ng x qu i thn thin, nh kiu hai ngi bn vi nhau
- Ni nhiu, t lng nghe
- Tranh lun vi khch hng
- Thiu kin thc v sn phm/dch v
- B in thoi ca bn thn gy nhiu trong khi giao tip vi khch hng
- Trnh by khng mch lc, khc trit, i lng vng
- Ko di cuc gp hoc trnh by
5.2 Cch ngi bn hng tr nn chuyn nghip hn
- Ni chm v r rng. Ngi bn hng nn ghi li cuc ni chuyn ca mnh vi
khch hng trn in thoi, sau nghe li xem mnh ni r rng cha, c b
nhanh khng.
- Ch trng ti trang phc : cn c tri thc, s hiu bit v trang phc trong kinh
doanh. Nhiu ngi bn hng khng quan tm ti vic trang phc thnh cng.
- Ni lm vic c b tr khoa hc : iu ny s gip cho ngi bn hng d
dng hn khi thc hin cng vic
5.3 Tnh hung bt u cuc cuc trao i/in thoi cho khch hng
Cch hiu qu bt u cuc trao i/in thoi vi khch hng l kt ni n
vi s kin ca doanh nghip :
- Khi doanh nghip khai trng thm ca hng mi
- Khi doanh nghip thay i a ch kinh doanh
- Doanh nghip m rng kinh doanh
- C c khch hng ln mi
- Doanh nghip mi a sn phm mi ra th trng
- Ci tin sn phm hin ti
- Thay i s s hu
- V.v

52

5.4 Cch thc trau di k nng bn hng

Su bc nh gi v k nng bn hng bao gm 3 bc trong giai on l
thuyt v 3 bc trong giai on thc hnh
- 3 bc trong giai on lyl thuyt bao gm
Cha nhn thc c: ngi bn hng cha nhn thc c rng h c th
hc cc k nng bn hng
Nhn thc: ngi bn hng nhn thc c v k nng m h phi hc
Phn loi: ngi bn hng hiu c ci m h cn lm cho khc bit
- 3 bc trong giai on thc hnh bao gm
Lng tng: ngi bn hng c gng thay i v cm thy kh khn
Lm quen: Hnh vi mi c thc hin d dng hn
T ng: ngi bn hng khng phi suy ngh, cn nhc nhiu m hnh vi
t ng c thc hin

53

HNG DN GING DY
PHN 1: BN CHT CA BN HNG
1. Phng php ging dy: phng php ging dy a chiu, kt hp ging l
thuyt (bi ging ngn), thc hnh bi tp, tho lun trn lp.
Thi lng: ging l thuyt ch hoc 1/3 thi gian, thi gian cn li dnh cho
tho lun v trnh by.
Son slide pht handout cho cc hc vin
2 S dng ti liu
- V mc tiu:
Trong phn ny, ngi ging phi nu c r mc tiu ca phn 1: nu c
nh ngha v vai tr ca bn hng, cc hc thuyt v bn hng, cc hnh thc bn
hng v vai tr ca qun tr bn hng trong bn hng.
- V ni dung
+ Nu nhng khi nim c bn v vai tr ca bn hng
+ Phn tch cc hc thuyt bn hng, nu c tm quan trng ca vic hiu hc
thuyt bn hng trong o to nhn vin bn hng
+ Nu c im ca cc hnh thc bn hng
+ Nu vai tr ca qun tr bn hng trong vic h tr cho cc nhn vin bn hng
3. Cu hi tho lun
Trong tng phn, ging vin nn ly cc tnh hung thc tin hc vin tho
lun theo nhm hoc c lp.
Ngi ging nn c thm bo, xem tivi, v.v. c tnh hung thc tin cho hc
vin tho lun.

54

PHN 2: NGH BN HNG V NHN VIN BN HNG

1. Phng php ging dy: phng php ging dy a chiu, kt hp ging l
thuyt (bi ging ngn), thc hnh bi tp, tho lun trn lp.
Thi lng: ging l thuyt ch hoc 1/3 thi gian, thi gian cn li dnh cho
tho lun v trnh by.
Son slide pht handout cho cc hc vin.
2 S dng ti liu
- V mc tiu:
Trong phn ny, ngi ging phi phn tch v nu c nhng quan nim sai
lm v ngh bn hng, v nhn vin bn hng.
- V ni dung
+ Phn tch ngh bn hng: nu c im, tm quan trng, v hng pht trin
ca ngh bn hng
+ Phn tch vai tr v trch nhim ca nhn vin bn hng
+ Phn tch c im ca ngi bn hng thnh cng
3. Cu hi tho lun
- Khi phn tch c im ca ngi bn hng thnh cng, ging vin c th chia
lp theo nhm tho lun, sau tng kt v c im ca ngi bn hng thnh
cng.

55

PHN 3: QUI TRNH BN HNG

1. Phng php ging dy: phng php ging dy a chiu, kt hp ging l
thuyt (bi ging ngn), thc hnh bi tp, tho lun trn lp.
Thi lng: ging l thuyt ch hoc 1/3 thi gian, thi gian cn li dnh cho
tho lun v trnh by.
Son slide pht handout cho cc hc vin.
2 S dng ti liu
+ Lm r tng bc trong qui trnh bn hng bng cch m hnh ha cc bc
+ phn tch tng bc ca qui trnh bn hng: ni dung cng vic ca tng bc,
nhim v ca ngi bn hng, nhng k nng m ngi bn hng cn c trong tng
bc
- V mc tiu:
Trong phn ny, ngi ging phi phn tch tng bc trong qui trnh bn hng
- V ni dung: phn tch 7 bc trong qui trnh:
+ Mc ch ca tng bc
+ Nhng vic cn lm trong tng bc
+ Nhng nhn t tc ng/ro cn ca tng bc
3. Tho lun
- Bc Thm d: chia nhm, chn mt ngnh i din cho tng nhm. Cc nhm
s phn tch ngun d liu, cch thc thu thp, tr ngi trong vic thu thp, v.v
- Bc 3 Tip cn khch hng: chn hai nhm, 2 ngi/nhm ng vai. Hc
vin s ng vai gi in thoi n khch hng tim nng. Cc nhm khc quan st v
cho nhn xt.
- Bc Trnh by: hc vin thc hnh k thut trnh by. Ging vin a ra yu
cu trong vic bn sn phm, sau cho hc vin m c chia thnh nhm, trnh
by v bi thuyt trnh ca h
- Bc vt qua t chi mua hng: Bi tp ng vai, cc nhm cn li bnh lun

56

PHN 4: K NNG C BN CN THIT CHO NHN VIN BN HNG

1. Phng php ging dy: phng php ging dy a chiu, kt hp ging l
thuyt (bi ging ngn), thc hnh bi tp, tho lun trn lp.
Thi lng: ging l thuyt ch hoc 1/3 thi gian, thi gian cn li dnh cho
tho lun v trnh by.
Son slide pht handout cho cc hc vin.
2 S dng ti liu
+ Lm r v phn tch cc k nng
3. Bi tp tho lun
- i vi k nng thm d/tm kim khch hng tim nng: chia hc vin thnh
nhm, sau chn ngnh i din ca tng nhm. Mi nhm lit k nhng ngun
khch hng tim nng c th c, nhng kh khn trong vic tip cn nhng ngun ny.
- K nng lng nghe hiu qu:
+ thc hnh k nng hi:chun b mt vi hnh nh no , sau ngh hc
vin t ra khong 10 cu hi ng v on hnh nh l hinh g
+ thc hnh k nng nghe
- K nng gi in thoi: Bi tp ng vai
- K nng trnh by: chia nhm, mi nhm chn mt sn phm c th v xy
dng thuyt minh cho sn phm
- K nng giao tip
+ Giao bi t nh gi k nng giao tip da trn 15 tiu ch
+ Thc hin bi tp Nhn bit du hin phi ngn t
- K nng vt qua t chi: chn 2 cp hc vin, 2 ngi/cp ln ng vai. Mt
ngi ng vai khch hng, mt ngi ng vai bn hng. Ging vin chun b sn
yu cu dnh ring cho ngi bn hng v khch hng.
- K nng m phn: bi tp ng vai hoc bi tp tnh hung
- K nng gii quyt vn : bi tp tnh hung
- K nng kt thc bn hng: bi tp ng vai, chia thnh cc nhm, sau cho 2
nhm ln thc hin, cc nhm khc quan st v phn tch
- K nng lp k hoch: chia thnh cc nhm, sau cc nhm s thc hin
bi tp ch T hoc bi tp xy thp. Yu cu ca bi tp cc nhm phi phn c
nhm trng, xc nh mc tiu, phn cng cng vic trong nhm, trin khai thc
hin, phi hp cng vic.

57