BN HNG C KH KHNG?

(Bi vit dnh ring cho nhng ngi mun kinh doanh nhng ngi... bn hng.)

Bn hng l ngh c lch s rt lu i, nu khng mun ni l lu i nht, bt

u t thi Eva bn to cm cho Adam (ng no ang ci mi dm mi l ngh c
xa nht y?), nhng cha bao gi bn hng tr nn d dng hn cng vi thi
gian. Bi khi bn hng ngy cng "tinh vi" hn, ngh thut hn, ng dng nhiu
cng ngh hn, th nhu cu v i hi ca ngi tiu dng cng tr nn "tinh vi"
hn, chn lc hn, cao cp hn.

L khu trng yu nht, tc ng ln nht n "bottom line"ca mi hnh thc, cp

, quy m kinh doanh, bn hng nu d th th gii chng cn g ni.

Nu tng 'telemarketing' (tip th bn hng qua in thoi), hn khng t ln

bn b khch hng gt gng qua in thoi, cp my mt cch th l, thm ch ln
ting nhc m.

Nu tng 'door-knocking' (g ca bn hng), hn khng t ln bn b i x

lnh nht, thm ch xua ui, xc phm.

Nu tng 'shop assisting' (bn hng tim), hn khng t ln bn b khch hng

cau c, thm ch mt xt khi h khng va .

Bi vy, tht d hiu khi bn thy bn hng khng d, thm ch ng s. Ti c l

khng t ngi trong s cc bn ang c bi ny cm thy khng thoi mi khi ngh
n cnh phi trc tip i bn hng.

Bn thn ti, trong my chc nm bn hng, k t hi lang thang bt nc ch xanh

do ch lng cho n tn by gi ang i bn dch v t vn, nhn nhiu cu
ni m nh c i ngi.

Th nhng bn hng c thc s ng s v kh khn nh mi ngi ngh khng?

Sau nhiu nm c kt v tri nghim, ti nhn thy bn hng l cng vic vinh
quang nht trong cc cng vic v ngi bn hng gii l ngi gii nht trong
cc ngi gii. V bn hng rt th v v cng tht... n gin.

Bn ngi ngng hay s hi trong vic bn hng ch bi v bn cha hiu ng v bn

hng.

Bn bn hng tht bi, thm ch b khch hng xua ui (trong khi p lc bn hng
nng, lm cho tm tr ri bi), cng bi bn cha hiu ng v bn hng.

Mi hm qua, c mt khch hng t vn ca ti - l mt doanh nghip bt u kinh

doanh - lit k trong phn tch SWOT ca c y l "khng cm thy yu thch vic
tip th v bn hng".

Vy hiu ng v bn hng l th no?

Hy b ht tt c cc nh ngha hc thut hc, c, bn ch cn nh gip

ti (v y l nh ngha ca c nhn ti): Bn hng l gip cho khch hng x l
vn ca h bng sn phm mnh c.

( y tm cha bn v cao cp hn l gip khch hng nhn ra vn h ang c,

hay pht hin v thc y nhu cu tim n trong khch hng nh - s bn trong mt
bi khc)

Cc 'keywords' gm: gip, vn ca h, sn phm ca mnh.

Bn hng tuyt i khng phi l d d, cng khng phi l la o.

Hiu c nh vy, bn s thy cng vic bn hng th v v n gin bit chng

no.

Xut pht t tm th gip , bn s tip cn khch hng mt cch tht s t

nhin, ci m. Bn s coi khch hng ca bn l trng tm, s bin h thnh bn
trc khi thnh khch.

Cng vi tm th nh vy, bn s thy tip cn khch hng cha bao gi n gin

hn. N ci thn thin ca bn s ph tan khong cch khi mt khch hng bc
vo ca tim. Mt cu hi thm ph hp s gip bn bt u cu chuyn vi khch
tht t nhin. Bn cng s khng cn cm thy rt r, t ti (bi bn vn vn ngh
nhim v ca mnh l phi d cho bng c khch c phi khng?)

Keyword th hai, vn ca h, ni vi bn rng, gip c cho khch,

bn cn phi hiu vn ca khch l g, h mong mun ra sao khi bc vo ca
tim ca bn.

Nhiu ngi vn ng nhn bn hng l phi mm loa mp di, l phi ni lun

ming. y chnh l sai lm cht ngi ca mt ngi bn hng.

Hy tng tng, bn ang nghe mt cuc in thoi t mt 'telemarketer'. Bn c

hng th khng khi k bn kia, cha bit bn l ai, luyn thuyn tun mt trng
v sn phm, dch v h c. Sorry, but I don't give it a damn c l l suy ngh
xut hin ngay trong u bn. Cng vic ang bn b, bao nhiu th phi lo, bao
nhiu vn phi x l, vy nn d lch s my bn cng ch dnh ti a cho k
gi n mt cu duy nht: Xin li, ti cha quan tm n dch v ca bn, cm n
bn gi n.

V gc my. V chm ht. Nu bn l ngi 'telemarketer' kia th bn thy tht

bi cha? thy ch cha? thy nn cha?

Vy th cc bn nh nh, nhim v ca chng ta, nhng ngi bn hng vinh quang,

l phi tm hiu c vn khch hng ang c. Mun vy, tht n gin, hy gi
m bng cc cu hi v dnh thi gian ch tm nghe khch hng ni.

Hy ch tm mt cch thc s v chn tnh, th hin bng c ch, bng khe ming
v c bit l bng nh mt. Chng c g lm cho khch hng chn v b i nhanh
bng s thiu tp trung trong i thoi ca bn. Ch cn mt nh mt l l l chm
ht.

Mt thng v bn hng chuyn nghip ch xy ra khi ngi mua hng l ngi ni

hu ht trong thi gian giao dch. Cc bn hy ghi lng iu ny.

Sau khi hiu r v nhu cu ca khch, keyword tip theo, sn phm ca mnh, chnh
l cng c bn c th gip cho khch.

Ni n sn phm ca mnh, ti mun nhn mnh, l ngi bn hng, bn phi coi

sn phm l ca bn, ca chnh bn, ch khng phi ca cng ty, ca ngi khc.
Bn phi yu sn phm ca mnh, phi hiu tng tn v n. Hiu bit mt cch l
m s khng gip bn bn c hng.

Bc vo nh hng, v d, thy chicken burger trn thc n tht hp dn, nhng

khi hi ngi phc v l mn c phi lm bng g chy b (free range chicken)
khng m ti khng nhn ngay c s xc nhn dt khot v t tin ca ngi phc
v th gn nh ti s khng gi mn na.

Vi hiu bit tng tn v sn phm, v vn khch ang gp phi, bn s l mt

chuyn gia t vn cho khch hng. Hiu bit tng tn cho php bn hnh x mt
cch t tin, chuyn nghip, nhanh chng to dng c lng tin ca khch hng ni
bn. Va t vn va tip tc gi m khch hng ni, bng nhng cu hi m ch
khng phi nhng cu hi ng. Cu hi dng Yes/No l cm k trong bn hng. Bn
s lm g tip y nu l ming hi ng c thch sn phm ny ca chng ti
khng? v nhn c cu tr li Khng! t khch hng???

c c suy ngh ca khch hng chnh l bc quyt nh trong vic bn c sn

phm. Mun vy, tt nhin phi nghe nhiu hn ni. V gp mt khch hng, d cho
thi ca h khng thn thin, gn gi, nhng nu h cn hi, cn ni ngha l
bn cn c c hi.

K c khi h ph phn, ch bai sn phm ca bn, bn cng khng c php nn ch,

cng khng c php nng ny. H cn ch ngha l cn quan tm. V nn nh, khch
hng ch mua sn phm ca bn khi mi thc mc, mi bn khon ca h c x l
ht. Hy kin nhn lng nghe, gii thch, v t vn cho khch.

Nguyn tc vng cn nh: TRONG LNH VC BN ANG BN HNG, BN L CHUYN GIA.

Tm li, bn hng l gip cho khch hng x l vn ca h bng sn phm mnh

c. Hy bt u vic bn hng ca bn bng suy ngh trong u ca khch. Hy k
tip cu chuyn h ang c trong u, cu chuyn h mun nghe. Chc chn bn s
c h p li.

kt thc bi chia s ny, ti xin k mt cu chuyn vui m ti ngh hn nhiu

ngi cng c. Chuyn ny thot tin c cc bn s ngh n chng n nhp g
vi ni dung trn. Cu chuyn vn l gio dc mi ngi v lng tham, v s
sng sut. Nhng ti cn hc c c v ngh thut bn hng, ngh thut bt
u bng suy ngh ca i phng v k tip v cu chuyn h ang mun nghe. Cc
bn c xong tr li xem ngi n ng la o ny khng phi mua hng m thc
cht bn hng v ng ta bn "hng" g nh?

Mt ngy kia, c mt ngi n ng trung nin tng mo xu x, dn theo mt c

gi v cng tr trung xinh p, n mt ca hng chuyn bun bn nhng chic ti
xch hng hiu cao cp. ng ta chn mt ti xch tr gi n 18.000 USD cho c
gi. Khi tr tin, ngi n ng ly ra cun chi phiu, chng ngn ngi in s
tin tng ng vo mt t chi phiu, nhn vin ca hng c phn kh x.

Ngi n ng nhn thu tm t ca c nhn vin, nn ht sc bnh tnh ni vi

ngi bn hng: Ti cm thy dng nh c ang lo s y l mt t chi phiu
khng, phi khng? Hm nay li l Th By, ngn hng khng m ca. Thi th ti
ngh c hy gi t chi phiu v c ci ti xch ny li. i n u tun ti,
sau khi i c tin ri, th xin c hy gi ti xch ny n nh ca v tiu
th xinh p ny, c thy nh vy c c khng?.

C nhn vin ca hng nghe xong hon ton yn tm, vui v chp nhn li ngh
ny, li cn ho hng cam oan rng chi ph gi ti xch s do ca hng ny m
nhim.

Sng Th Hai, nhn vin ca hng em tm chi phiu n ngn hng thanh ton, kt
qu t chi phiu ny qu tht l t chi phiu khng!

Ngi nhn vin v cng tc gin, lin gi in cho ngi n ng , ngi n

ng ni vi c rng: Chuyn ny c g to tt lm u, ti v c c hai u khng
b tn tht g c. Hm Th By , ti cui cng chim hu c c gi ri!
Tht lng cm n s hp tc ca c.

Nguyn Anh Tun

Aussie Biz Advisor
Sydney, Australia.