BN HNG THNH CNG

BNG NHNG BC N GIN

BLO
OK
Blook /bluk/
---danh t

TRONG N PHM NY
Mt cun sch xut bn nhiu k trn mt trang blog.
Mt cun sch in vi cc bi vit trch t mt trang blog.
bl (og) + (b) ook

Khc tinh ca thnh cng: 6 hnh vi gy thit hi

m nhn vin bn hng cn trnh

3 cch gip cc t chc nng cao

s ch trng khch hng

Vn li nhun: Lm th no ti a ha
nng sut ca i ng bn hng

Bi hc dch v khch hng

t ti liu hun luyn ca Apple

Nhn s ng cp quc t =
Bn hng ng cp quc t

V TRG TALENT Bi nh gi h tr tuyn dng

qun l bn hng gii nh th no
TRG TALENT, trc y l thng hiu nh cung cp
bi nh gi ton din Profiles International SEA, pht Xin ng qun ti:
Mo nh tn n gin
trin nhng bi nh gi v gii php qun l nhn ti
nng cao hiu sut ca nhn vin v qun l, ng 3 bc h tr qun l bn hng chun b cho nhng
thi gia tng nng sut ca ton doanh nghip. cuc i thoi kh khn
KHC TINH
CA THNH CNG
"Nhn vin bn hng gii l do bm sinh,
KHNG DO O TO"
Bn ngh sao v cu ni ny?
Theo mt bi bo ca Steve W.
Martin trn tp ch Harvard
Business Review, trong s nhng
nhn vin bn hng (NVBH) xut
sc, c 70% t c thnh cng
nh nhng phm cht bm sinh
v 30% cn li t c thnh
cng nh t hc hi.
Martin tuyn b rng c mi 100
ngi lm cng vic bn hng hnh vi bt li sau:
m khng c nhng phm cht
bn hng bm sinh, s c 40%
tht bi hoc b vic, 40% t
nng sut trung bnh v ch 20%
s t nng sut trn trung bnh.
1 2
thch . Nu mt ngi khng NVBH nn s dng cc cng c
D da trn phm cht bm cm thy hng th trc vin (v d: bi nh gi) thu
sinh hay trn o to, thnh cnh k kt c hp ng, h hiu ng lc bn thn v
cng u bt ngun t: mc khng phi l NVBH v s nhng phng php pht
khng thnh cng. NVBH cn trin. Sau , h c th s
khao kht thnh cng.
dng thng tin ny duy tr
Nhng NVBH t c thnh phi lin tc t nh l do h
thi tch cc v vt qua
cng v h lin tc n lc loi yu thch cng vic bn hng v
phn i.
b nhng nguyn nhn thng bit tn vinh nhng thnh qu
t c. K nng
dn n tht bi. Khi mt
NVBH tht bi hoc b vic, Thi 3 bn hng km
nguyn nhn thng c
xem l do mt hoc nhiu
2 tiu cc
C nhng k nng bn hng c
bn v thit yu n mc ngay
NVBH chuyn nghip phi
c nhng NVBH c ti nng
ng u vi kh khn mi bm sinh cng khng th
Thiu hoi bo
1 hoc nhit huyt
ngy. thnh cng, h phi
c mt nim tin vng chc vo
thnh cng nu thiu chng.
NVBH nn s dng nhng bi
bn thn, hoc t ra, h phi c kim tra k nng xc nh
Mt NVBH phi yu thch vic
mong mun xy dng s t tin trnh bn thn, sau
h lm v th hin s yu
hng ngy, hng gi. tham d nhng bui hi tho,
 hi ngh chuyn trc tuyn
v cc chng trnh o to v
ch bn hng nng cao k
nng. Nng cao k nng bn
hng c bn s to li th cho
mt NVBH khi cnh tranh vi
i th.
Khng ln
4 K hoch
C mt cu ni: "Khng ln k
hoch l sp t cho s tht
bi."Nu khng ln k hoch
tt, mt NVBH s khng th
hon thnh tt c cng vic cn
thit trong mt ngy.
Do , thnh cng, NVBH
cn xy dng mt k hoch
hnh ng r rng, bao gm
nhng nhim v cn thit
t c mc tiu.
5 Ngng hc hi
Nhng NVBH thnh cng lun
khng ngng hc hi. Hu ht
mi ngi u s dng in
thoi thng minh hoc my
tnh bng, do , khng c l do
no bo cha cho vic
khng cp nht nhng b quyt
v phng php bn hng mi.
l ngi tin phong, mi
thng, NVBH nn c t nht * Trong s 100 ngi
mt cun sch mi v ch lm cng vic bn
bn hng, xem video thc t
ca nhng NVBH khc
3
hoc tham d vo mt
nhm bn hng thng qua
mng truyn thng x hi.
Lm vic thiu
c hiu sut
trn trung bnh 6 mn cn hoc
thiu khn ngoan
thnh cng, mt NVBH
phi lm vic ngoi gi v
lm vic c nhng ngy m
nhng ngi khc c
TM HIU THM V
ngh. t c kt qu
TRG TALENT
cao nht t s u t thi
gian v cng sc , nhng
NVBH xut sc lm vic mt
c hiu sut
cch khn ngoan. NVBH
trung bnh nn ghi li thng xuyn tt CNG CC GII PHP
c nhng vic h lm trong
mt tun, sau xem xt li CA CHNG TI
bn ghi chp tm ra
nhng ch cha hiu qu
gy tn thi gian.
Thc t cho thy c nhng
TI Y
hnh vi h tr hoc cn tr
thnh cng ca nhng
NVBH, d h c ti nng
bm sinh hay t o to.
thnh cng, NVBH cn
nhit tnh trong cng vic,
c thi tch cc, ln k
tht bi hoc
hoch cht ch, rn luyn
b vic
k nng bn hng, lin tc
cp nht kin thc mi v
lm vic va cn mn va
khn ngoan.
hng m khng c
phm cht bn hng
bm sinh
4
 Ch ba yu t ny chim t chc khc nhau nhm thu
50% l do bn hng thnh thp phn hi t cp di trc
cng. Thng qua nhng tip, ng cp, cp trn, thm
nghin cu ton din, bo co ch c khch hng. Ngi qun
"Nhng cng ty hiu qu nht l cn bit c u im v
ton nc M" xp hng nhng lnh vc cn pht trin
nhng cng ty "trn c tuyt thm ca nhn vin ca h.
vi" v cng tc bn hng, sau
Hi c khch hng
tm hiu nguyn nhn
thnh cng ca h. Sau khi xc
nh c hai yu t chnh
2 hin ti
v tim nng
nh hng n cng tc bn nm vng c cng vic
hng l mi quan h c ca h trc khi bt u bn
nui dng v cht lng dch hng. Mt ln na, phi tp
v hu mi, chng ta thy rng trung vo khch hng. Bn cn
CTKH l cc k quan trng. bit chnh xc khch hng ang
Phi tp trung vo khch tm kim iu g v tp trung
hng! vo vic p ng nhu cu .

CCH thnh cng vt bc trong

cng tc bn hng, cc t chc 3 o to nhn vin
bn hng
NNG CAO cn lin tc u t vo vic
tm hiu nhu cu khch hng
v o to i ng bn hng
bng cch trnh by nhng gii
php c o, c th v gii

CH TRNG
quyt c vn ca khch
p ng c nhng nhu cu hng, khng phi l mt gii
. Sau y l ba cch nng php chung dnh cho tt c cc
cao CTKH v thnh cng nh vn . Bn hng l xy dng
nhng cng ty hiu qu nht

KHCH HNG
mi quan h. iu quan trng l
trn ton nc M: phi lun i x v chm sc

1 Sphndnghi 360 tng khch hng mt cch c

bit v chu o. l l do
nhng t chc bn hng xut
"Bn hng m khng c dch v chc bn hng hiu qu nht v nhng cng c khc h sc lun m bo duy tr s ch
khch hng th khc g b tin trn ton nc M. Theo tr cc qun l bn hng hiu trng n khch hng.
vo ti thng". -- David nghin cu gn y nht ca r hn v kh nng ca i
Tooman, Chuyn gia v Dch v chng ti, "Nhng cng ty ng bn hng, t phn bit thm chi tit v kt qu
Khch hng cho bit. hiu qu nht ca nc M: cng ngun lc thch hp hn nghin cu v nhng phng
Phn tch i ng Bn hng", cho nhng d n khc nhau. php thc nghim ti u t
Cu ni trn nu ln chnh ba l do thnh cng chnh l: V d, CheckPoint 360 - Nhng cng ty hiu qu nht
xc tm quan trng s ch mi quan h c nui mt bi kho st v kh nng trn ton nc M: Phn tch
trng khch hng (CTKH) i dng, h tr v dch v hu lnh o - c th c iu i ng Bn hng, hy ti bn
vi s thnh cng ca nhng t mi, v cht lng sn phm. chnh ph hp vi nhiu bo co hon chnh y.

5 6
 Tuy nhin, NVBH thng Theo mt kho st bi Vin
c xem l mt trong nghin cu Profiles, by
nhng b phn quan trng hnh ng sau s gip t
nht trong mt t chc. Bn chc v cc qun l bn

VN
hng ng ngha vi li hng chuyn ha i ng
nhun, do , cng tc bn bn hng ca h thnh
hng tht bi ng ngha vi nhng chuyn vin bn
vic t chc b ph sn. hng hiu qu:
Trong mt th trng cnh
tranh, khng th xem nh Lp tc gii quyt

LI NHUN 1
tm quan trng ca i ng nhng thi
bn hng. tiu cc v thiu
gn kt
Tuyn dng c NVBH gii
l mt cng vic kh khn v Bn cht ca cng vic bn
mt nhiu thi gian. Nhiu t hng khin nhng cm xc
chc c gng hnh thnh, tiu cc c nhiu c hi
pht trin v duy tr mt i xut hin khi: khng k
ng bn hng thnh cng. c hp ng, mt khch
Trong mt bi vit khc, hng, b t chi, tnh hnh
chng ti s tho lun v th trng xu. Trong nhiu
nhng iu ngi qun l hon cnh, thi tiu cc
cn ch tm khi tuyn dng s lm gim mc gn
Lm th no NVBH xut sc; bi vit ny
s tp trung vo nhng
kt, gim hiu sut v gim
tinh thn lm vic. Nh
TI A HA phng php m cng ty c
th thc hin ti a ha
qun l cn gii quyt
nhng thi tiu cc ny
nng sut i ng bn hng? nng sut ca ton b i
ng bn hng hin ti.
trc khi chng nh hng
n hiu sut.

Nhn vin bn hng (NVBH)

l ngi i din ca cng ty
v bn sn phm hoc dch v
m cng ty cung cp. Cng
vic ca mt NVBH c th
Bn hng ng ngha vi li nhun,
bin i rt ln ty theo t nu cng tc bn hng tht bi
chc v loi sn phm cng
nh dch v. th t chc b ph sn.

8
Mt mi trng tch cc cch d dng. Din n giao Cc t chc cn phi xy chng trnh o to tt
trong b phn kinh doanh lu trc tuyn, video o dng chin lc v quy trnh nht.
ca cng ty ng vai tr to, hi ngh chuyn trc tng doanh s t nhng

7
quan trng trong vic thc tuyn, email chia s nhng b khch hng trng yu. Pht Trang b nhng
y v ng vin cc nhn quyt v k thut p dng c trin s lng khch hng cng c cn thit
vin vt qua th thch th t nhng NVBH thnh trng yu v duy tr khch cho i ng
hon thnh cng tc bn cng. hng hin ti trong mt thi bn hng
hng. gian di l iu quan trng
Thc hin mt quy v hu ch hn nhiu so vi Qun l bn hng khng
Thit lp mc tiu

2 4
trnh h thng vic tm kim nhng khch ph trch vic p NVBH
ng n v nhim kim c khch hng ngn hn hoc ch mua lm vic, nhng h c
v v thi hn hng v k c hng mt ln. Qun l v trng trch cung cp c
gim st NVBH NVBH cn hiu r tm quan hi thnh cng cho NVBH.
hp ng mi
trng ca vic duy tr v pht Qun l bn hng c th
Gim st hiu sut l iu Cc t chc thng t ra trin nhng khch hng hin lm c iu ny bng
thit yu khi qun l NVBH. nhiu ch tiu v mc tiu ti, ng thi nm vng cch cung cp nhng cng
Qun l cn phi thit lp bn hng. Nhng mc tiu nhng ch s ti chnh lin ngh hiu qu, quyn truy
mc tiu r rng v o lng ny ty thuc vo sn phm, quan n qu trnh . cp thng tin khch hng
c tin cng vic ca dch v v quy m th v th trng, v o to

6 Cung cp o to c
tng NVBH. Nhng cng c trng. Upselling cho khch bn hng b sung.
gim st hiu sut s gip hng hin ti lun lun l nh hng cho Vic cung cp nhng cng
nh qun l t chc v theo mt mc tiu, nhng NVBH NVBH c ny khng ch nng cao
st kt qu cng vic ca phi lun n lc tm kim nng sut m cn xy
tng NVBH nh: hp ng, khch hng mi. Ln k o to bn hng l iu cp dng c nim tin, s
doanh s, ch tiu khch hoch v xy dng chin thit. T chc phi la chn cam kt v lng trung
hng. p lc t ch tiu c lc k c hp ng chng trnh o to ph thnh gia i ng bn
th b sung ng lc cho mi s m bo cho s pht hp vi u im ca b hng v qun l.
nhng nhn vin lm vic trin lu di ca i ng bn phn bn hng v cung cp
km hiu qu. cho h nhng cng c thch T chc v qun l bn
hng v ca t chc.
hp h tr h t mc hng thng gp kh khn

3
Chia s kin thc v Xy dng quy trnh tiu t chc. Chng trnh trong vic pht trin i
thng tin v quy
trnh bn hng
Chia s thng tin l mt
5 chin lc, gia tng
lng khch hng
trng yu
o to nn cn bng gia
tng tc c nhn, giao tip
hiu qu v tn dng cng
ngh mi hiu thm v
ng bn hng v nng cao
nng sut. Bng vic thc
hin nhng iu trn,
cng ty s vt qua th
phng php hiu qu Vic t c mt khch khch hng tim nng v thch, ti a ha nng
nng cao hiu sut ca hng mi chc chn s i khch hng hin ti. Qun l sut i ng bn hng v
NVBH. Cng ngh ngy nay hi nhiu n lc v ph tn bn hng v t chc cn m bo thnh cng trong
cung cp nhiu cng c hn vic duy tr mt khch thc r v nhu cu ca i tng lai.
h tr chia s kin thc mt hng hin ti. ng bn hng la chn

9 10
 Bi hc

DCH V
KHCH HNG
T Ti liu Hun luyn ca Apple

Lm th no Apple duy tr Cc ca hng bn l ca Bn c bit rng khng ci

c doanh s khng l nh Apple u phi hon tt nt o khoc th hin s t
vy? Mt phn ca b mt chng trnh o to tin khng? Tnh ng cm
c sng t. Ti liu o chuyn su ko di 14 ngy. cng ng vai tr quan
to ca Apple, "S tay o Ti liu o to bao gm tt trng.
to nhn ti", c tit c mi th, t "Cch xc
Nhn vin ca Apple c
l. Cun hng dn o to nh vn " n "c im
hng dn cch thu hiu
dnh cho nhn vin bn l v hnh vi ca nhn vin
nhng g khch hng ang
ca Apple b ch trch rng xut sc." Ti liu cng c
cm nhn v cch th hin
ni dung mang tnh gio hng dn v hnh vi bn
s thu hiu .
iu v c on. hng.
Nhn vin ca Apple cng
Tuy nhin, Gizmodo ch ra C mt danh sch nhng t
c khuyn khch a ra
rng, cho d h thng bn ng khng c s dng v
phn hi cho ng nghip
hng ca Apple c k l i thm ch c mt phn ring
nu h thy cch ng x vi
chng na, thc t l h dnh cho vic c cc tn
khch hng ca nhng ng
thng c hiu qu. Tt c hiu khng li ca mt
nghip cha t tiu
nhng nhn vin lm vic khch hng tim nng.
chun ca Apple.

11 12
 "c ni vic" bng nhng t php DVKH ny.
khc nh "c hi lm tt
Tt c mi ngi u ng gp hn" hoc "c hi bit
c chng ta lm g sai".
Zappos cng n lc ht
mnh m bo khch
hng c hi lng.
t c mc tiu Thi tch cc s lan
truyn v mi ln tht bi l Zappos l mt trong s t
nhng cng ty bn l trc
mt c hi ci thin dch v
ca cng ty! khch hng (DVKH). tuyn khng thu ngoi
dch v tng i (call

3
Tnh ng cm center) v nhng chuyn
ng vai tr quan vin DVKH ca h khng
Sau y l mt v d: nhun chung ca cng ty, trng i vi khch h tr da trn kch bn.
h s bt u thiu gn hng tim nng C v vn cu chuyn v
Nhn vin xut sc ni vi kt. Thiu gn kt s dn DVKH tuyt vi ca
ng nghip: n st gim cht lng Sau y l mt v d khc: Zappos.
"Ny, bn ng nghip. cng vic, suy gim nng
Khch hng: "Ci my Mt nhn vin Zappos
Lc ny ti c nghe bn sut v mc hi lng
Mac ny qu t." gi tng hoa cho mt
ni chuyn vi khch ca khch hng. Hy lun
nhc nh nhn vin ca Nhn vin xut sc: "Ti khch hng n, khch
hng v ti c mt s
bn v s ng gp ca h hiu ti sao anh/ch cm hng ny t hng 6 i
gp nh, bn nghe ti
vo mc tiu chung ca t thy nh vy. Ti cng giy v c y khng chc
trnh by mt cht
chc. Tt c mi ngi u thy rng gi c hi cao c rng i no s ph
nh."
ng gp t c mc mt cht, nhng sn hp vi chn mnh sau khi
y l cch tip cn m tiu ca cng ty! phm ny thc s ng phu thut. Zappos cng
nhn vin c khuyn gi nh vy v n c lm vic thu m

2
khch thc hin. Ngn ng tch cc gi mt i giy cho mt
trang b tt c nhng
ng vai t r quan ngi ph r trong mt
phn mm ny v c kh

1
Tt c mi ngi trng trong mi m ci v UPS gi
nng lm c rt nhiu
trong t chc u trng lm vic nhm a ch i u tin.
tc v."
lm cng vic Nhn vin ca Apple khng
Chng ta thy r Zappos
bn hng y l cch tuyt vi m bt rt coi trng khch hng.
c php ni rng thit b
k t chc no cng nn
Hng dn ca Apple bt b "hng". Thay vo , Mc tn tm ny
thc hin. Khch hng mun
u bng cu ni ny, v nhng cm t nh "tm khng phi l c im
c cm gic c thu hiu.
chng ti chc chn rng thi treo my" c bm sinh ca mi nhn
Nhng ngi tip xc trc
tt c CEO trn th gii u khuyn khch s dng. Mi vin DVKH bi tt c u
tip vi khch hng cn phi
ng . Nhng bit c nhn vin u phi cn phi hon tt kha o to
c o to v tnh ng
iu ny v a vo trong trng khi s dng ngn ng ko di 7 tun ca Zappos.
cm v iu ny ng vai tr
vn ha cng ty l hai trong cng vic. Chnh tm huyt v s tn
thit yu trong vic gi chn
chuyn hon ton khc Nu gp trng hp khch ty trong vic hon ho
khch hng thn thit.
nhau. Nu nhn vin khng hng kh tnh, hy khuyn DVKH lm ni bt tn
bit c nh hng ca khch nhn vin thay cc t Apple khng phi l cng ty tui ca nhng cng ty
cng vic ca h ln li nh phin phc hay duy nht s dng phng nh Apple v Zappos.

13 14
Khi Vilfredo Pareto ra quy Trong s nhng NVBH cn Mt iu quan trng khng H khng mt bnh tnh khi
tc ni ting 80-20 vo nm li, c mt na c tim nng km l chng ta phi nhn bit cuc gi bn hng khng thnh
1900, c th ng y thnh cng mt s hnh c nhng NVBH ang gp cng, khi giao dch tht bi hoc
khng ng rng 100 nm thc bn hng nht nh, kh khn cn c o to khi khch hng u tin t chi
sau, quy tc ny li c p nhng h ang bn nhng hoc h tr nhng g. - h ch tp trung vo cuc gi
dng cho cng tc bn hng sn phm hoc dch v tip theo mt cch thn trng
trong doanh nghip -
"khong 20% nhn vin bn
hng (NVBH) em li 80%
khng ph hp - iu ny c
ngha l ch cn khong 25%
NVBH bn 80% sn phm v
1 H th hin thi
rt tch cc

H lun nhn mi vic theo

hn. H bit t l thnh cng
ca mnh da trn kinh nghim
- h bit rng h phi i mt
vi bao nhiu li t chi trc
tng doanh s." dch v trn ton th gii.
Tht ng lo ngi! chiu hng tt v y hy khi t c mt hp ng.
Nghin cu cng ch ra rng vng. Nu tht bi 9 ln th h NVBH ca bn c bit gi tr
c qu na s ngi lm l l do v sao m chng s ng dy 10 ln. Thiu s cuc gi bn hng ca h
cng vic bn hng chuyn ta - nhng ngi m nhim lc quan ny, cng vic bn khng?
nghip thiu nhng c cng vic nh hng v hng s l mt mi trng y
im c bn v cn thit
thnh cng trong cng vic
y th thch ny, l
pht trin doanh nghip
phi thu hiu nhng c
im to nn NVBH ng
cng thng v th thch.
Nhng NVBH xut sc nht
ca bn l ngi lc quan hay
3 H lun lun tm
kim khch hng
NVBH ng cp quc t lun
nhng c im m nhng cp quc t, t chng ta bi quan?
NVBH ng cp quc t th s tuyn dng nhng ngi lun tm kim khch hng, c
H hiu rng bn

2
hin nh mt phm cht mang c im . Mt iu khi mi vic din ra m thm
bm sinh hoc qua o to. cng quan trng khng km hng l mt tr v nhng NVBH khc ang
l chng ta phi nhn bit chi vi s dng li ngh ngi.
c nhng NVBH ang gp
kh khn

NHN S BN HNG
NG CP NG CP
QUC T QUC T
15 16
 H bit rng bn hng thnh Nhng thc cht, h mun nhng NVBH xut sc, tt
cng ph thuc trc tip vo chin thng; trong mt h, c nhng ngi h gp
tht bi ch cng c thm u cm nhn c lng
vic lin tc cp nht h
thng khch hng tim quyt tm m thi. H khng nhit tnh v tm huyt
s ngi nng. th chp nhn vic ng th i vi cng ty, i vi
hai qu lu. i ng bn sn phm v dch v m
Tm kim khch hng l u hng ca bn c phn ng h bn. Khng ai khng b
tin hng u ca h, h th no vi tht bi? nh hng bi nim am
khng bao gi ngi ngh. m ca h khi h ni v

6
Trong t chc ca bn, vic
tm kim khch hng c din
ra 24/7/365 khng?
H lun mun thc bn thn, cng ty, sn
hin "bc tip phm v dch v. H ta
theo" sng, thu ht v thuyt
phc. NVBH ca bn c

4
lng vic ng lc ln nht Tt c nhng g h lm l
ng cp ny khng?
ca h l bn hng tin hnh c "bc tip
theo" v a khch hng

8
H nghin cu k
Nhng nhn vin ny lm n gn bc k kt hp trc khi u t
vic vi kt qu cui cng l ng. NVBH ng cp quc thi gian v
k kt hp ng. H lun t t ch t duy da trn nhng nng lng
- Quy tc 80-20 ng vin bn thn n lc thng tin c th nh "khi
Vifredo Pareto ht mnh hon thnh no", "bao gi", "lm th Thi gian ca h rt qu
cng vic . Ngun nng no" v "bao nhiu". gi v h khng mun ph
lng ca h cc k di do. thi gian vi nhng ngi
Mt khi h quyt tm Nhng khi nim m h nh khng c nhu cu. H
thc hin, khng g c th "thnh thong", "trong nm vng sn phm v
cn tr hoc tr hon h cho tng lai", "sau ny" v "lc dch v ca mnh, nhng
n lc thnh cng. i ng no cng c" s khng nhu cu c th p ng
bn hng ca bn c nh vy nm trong t in ca h. c, l do sn phm ca
khng? NVBH ca bn c tin thm h tt hn rt nhiu so

5 H thch t nht c mt bc i vi cc i th, v h hiu

cnh tranh vi tt c khch hng m h khch hng tim nng ca
tip xc khng? mnh n mc him khi
Nhu cu chin thng bao no h tip xc vi mt

7
trm tt c. H khng thch H BIT rng sn
ngi khng h c nhu
lm ngi ng th hai, v phm ca h v chnh
cu mua hng. i ng
h khng chp nhn tht bi bn thn h mang
bn hng ca bn c suy
d dng. D nhin h s ng cp quc t
ngh cn trng trc khi
khng th hin ra iu v hnh ng khng?
S t tin lun tot ra t
nhiu l do x hi.

17 18
 Bih
nh gi
tr tuyn dng qun l bn hng gii
nh th no?
Khi bn mun tuyn mt Hy th tng tng mt Qun l km s gy tn mc tiu ca
qun l bn hng, iu d nh qun l vi nhng tnh tht chi ph v nh hng nhm bn hng
lm nht l chn mt nhn cch trn xem. s l tiu cc n doanh nghip. 3. H tr qun l
vin bn hng (NVBH) xut mt hon cnh rt t cho Nu mt NVBH xut sc thu hiu nhn
sc v thng chc cho h. c ngi qun l mi v khng c kh nng tr vin ca h
Nhn vin ny c kt qu nhng NVBH. Yu cu cng thnh mt qun l hiu qu 4. H tr cc qun l
bn hng xut sc, h cng vic ca qun l bn hng - hoc h khng th xy thu hiu bn
l ngi c thi tch cc, cng rt khc bit. Ngi dng nhng k nng lnh thn v nh
nng ng v tp trung vo qun l phi t p mnh t o quan trng - c t chc hng ca h ln
kt qu. Nn h d nhin s mt ngi c lp v t lc v ngi qun l s chu nhn vin
thnh cng v tr qun l tr thnh mt ngi dn thit hi. Mt NVBH xut 5. ng cho rng cc
bn hng, ng khng? Sai dt v khch l nhng sc nhng khng thnh qun l bit cch
ri. y l mt quan nim ngi khc. H cn nhng cng v tr qun l s chn thi im v
sai lm v vn tuyn k nng v tnh cch hon thng ri b cng ty v phng php
dng qun l bn hng. ton khc c th lm tr thnh NVBH cho mt hun luyn
vic hiu qu, v khng th cng ty khc, v chng ta 6. Hn ch cc cng
Gn 60% qun l lm vic u hiu iu ny gy tn
t c nhng yu cu vic hnh chnh
khng hiu qu trong 2 tht th no n cng ty.
ny trong nhy mt. l cc qun l c
nm u tin, v hn 50%
mt qun l bn hng gii, thm thi gian
khng h mong mun qun Khi chn qun l bn hng,
h cn phi: pht trin nhn
l ngi khc. cn phi bit c liu
Yu thch v c vin
ngi ny c th tr thnh
iu quan trng cn phi kh nng lnh o
mt nh lnh o hiu qu Sau khi xem xt v nh
nh l c im ca mt Hiu r mc tiu
hay khng. Sau y l su gi, nu mt NVBH xut sc
NVBH xut sc hon ton ca mt qun l
cch xc nh nhng nh c kh nng, c im
khc vi c im ca mt bn hng
qun l tim nng: ph hp v sn sng nm
qun l bn hng gii. Thu hiu nhng
gi v tr qun l, hy cho
Nhng NVBH xut sc ngi h ang 1. Xc nh nhng
h lm! Nu khng, cng
thng c xu hng khng qun l nhn vin c kh
khng c vn g c.
thch b qun l. Nhng Thu hiu bn nng v mong
ngi ny thng quyt thn v nh mun tr thnh V bn s khng mun mt
on, bng bnh, c lp, hng t phong qun l mt NVBH xut sc ch v
v h lm bt k iu g cch lnh o ca 2. H tr cc qun l h khng ph hp lm
k c hp ng! h ln cc NVBH nm vng vai tr qun l.

19 20
17
17
 Nhng mo nh tn n gin
NG
QUN TI Trng hp ny xy ra
vi bn bao nhiu ln: Bn
c gii thiu lm quen
vi mt ngi l, vi giy
thuyt trnh trong mt
ting na cha, hay my
gi phi n con, v.v... Vi
s lng suy ngh nh vy,
3 Khc su tn vo
tr nh ca bn

u tin, hy lp li tn h.
sau, khi phi gii thiu h bn khng th no nh Bn c th s dng nhng
vi ngi khc, bn li c tn ngi i din. cu ni ph bin trong giao
qun mt tn ca h? Khi Nu t u bn khng tip nh "Rt vui c gp
, nh nht l bn s cm c gng nh tn h th s bn, Marie". Vic ny s c
thy xu h. Nghim trng khng c g ng ngc hai tc ng: Mt, lp tc
hn, vic ny s khin bn nhin khi bn thc s a tn ny vo trong tr
c v l ng v thiu khng th nh ni. Hy lu nh ngn hn ca bn. Hai,
chuyn nghip. Ch cn n v kim sot nhng suy to cm gic hi lng cho
lc thm cht na, bn c ngh trong u bn c ngi bn mi gp. Dale
th trnh c tnh hung th tp trung hon ton Carnegie ni rng "m
phi hi li tn ngi khc. vo cuc m thoi vi thanh ngt ngo nht
ngi i din. Khi bn trong mi ngn ng l tn

1 Ngng c thoi
ni tm

Khi bn c bi vit ny,

thy mnh bt u l ng,
hy c gng tp trung li.
Lun chun b ghi nh.
ca chnh mnh." Nu l
mt ci tn t gp, hy yu
cu ngi nh vn.
Hnh ng ny s gip
hy dnh mt pht kim
tra xem bn cn ang ngh
2 Hy lng nghe khc su hn tn ca ngi
v xy dng c mi
XIN

g trong u na - c phi Nhng ngi lng nghe quan h tt p. V sau

l rt nhiu vic khc gii him khi no qun tn cng, hy suy ngm v ci
khng? iu ny cng s ngi khc. Hy quan st tn . Ci tn khi c
xy ra khi bn gp g ngi nhng ngi nh tn gii c ln nghe th no? C
khc ln u tin trong tnh m bn bit. Bn s thy cch no lin h n vi mt
hung cng vic hay ngoi rng trong nhng cuc hnh nh bt k no hay
x hi. Thay v tp trung m thoi, h thin v khng? Mt s ci tn c
vo ngi m bn ang hng lng nghe hn l th s d nh hn. Tuy vy,
tip xc, bn s ngm ngh ni. Hy ch ng hc cch nu nh bn khng th tm
xem liu mnh c tt in lng nghe. Khi bn c c mt mi lin h, hy
trc khi ra khi nh cha, mt ai gii thiu tn, tm mt vn iu no c
liu mnh chun b sn hy m bo rng bn th gi nh cho mnh n
sng ht mi th cho bui nghe r! ci tn .

21 22
17
17
 pha sau tm gip che Ch cn mt cht luyn tp,
mt... nh h ca ti, k thut ny s tr nn t
hy tng tng ti ang ng v nhanh chng n

iu kin tin quyt nh mc o gip v ng trong

mt m ly (Marsh c
ngha l m ly)... hy
ni khi bn gp mt ngi
mi, mt hnh nh lin
tng s t ng xut hin
c ngi v tn ca h nhn thy rng sc nng
ca b o gip ang lm ti
trong u bn.

iu kin tin quyt

l bn phi chm xung m ly t t."
T kinh nghim tch ly
bao nm khi tip xc vi
nh c ngi v tn ca
h l bn phi MUN nh

MUN nh n h. nhiu ngi tham d

chng trnh ca Carnegie,
v n lc nh. Sau ,
k thut trn s m bo
rng mi ci tn mi s
ng bit rng phng php
ny kh hiu qu - cho n c cp nht vo tr nh
khi c ngi gp ng bn nh mt ci Rolodex
ngoi ng v n ni vi (mt cng c lu tr thng
ng mt cch t ho rng: tin lin lc).

4 C s giao tip
bng mt

Khi gp mt ngi, hy
ng nh (lu trnh
nhng c im v qun
o hay trang sc v c th
"Ti tham d kha hc
ca ng vi nm trc v
vn cn nh tn ng - ng
h s thay i vo ln gp l Dick Boggs!". (Bog cng
nhn h. Hy duy tr giao
tip theo). Hy xy dng c ngha l m ly)
tip bng mt v mm ci.
mt bc tranh trong tm
Hy tng tng rng tn Bn c th ang ngh rng:
tr bn cho ngi ny. Lin
ca ngi ang c "Chuyn g s xy ra nu ti
kt nhng c im ngoi
vit bng ch pht quang gp g qu nhiu ngi
hnh c trng vi tn ca
pha trc trn ca h, v cng mt lc? Chc chn l
h to ra mt bc tranh
hy quan st. iu g trn ti s khng c thi gian
tinh thn ring v h. Bc
khun mt h thu ht bn? lin kt tn h vi mt hnh
tranh cng ng nghnh v
iu g c trng? Ngi nh g , ng khng?"
c cht in r th cng tt.
ny c mu tc hay mu Bn s lm c.
y l mt k thut cc k
mt g? Bn khng cn phi
hiu qu, hy p dng v
nhn chm chm vo mt
bn s khng bao gi qun
ngi xc nh c
mt ai na.
nhng im trn. Ch cn
nhn lt vi ln l . Richard Marsh ca Dale
Carnegie hng dn

5 Kt hp tt c
yu t

By gi, bn c c ci
mt lp s dng k thut
ny, ly v d tn ca chnh
ng. " nh tn ca ti,
tn, cch lin h tn v mt hy tng tng ti ang
vi c im ngoi hnh mc b gip ca Vua
Richard... khun mt ti

23 24
17 17
 BC
Gip qun l bn hng chun b cho
nhng cuc i thoi kh khn
chuyn, hy cn nhc mt
Thi ca ti hin trong cuc i
s cu hi quan trng. Hy
v cuc m thoi ny. Cm xc cng
tm kim s h tr v t
thoi ny nh quan trng nh thng
vn t nhng chuyn gia
hng ra sao tin thc t.
nhn s, ng nghip v
n kt qu
nhng ngun khc m Hy lun bm st mc
sau cng?
bo rng bn cm thy tiu ca cuc m
thoi mi vi cu tr li. Hy luyn tp i thoi thoi. ng b xao
trc. Bn c th t lng hoc lc .
Nhng cu hi quan trng
luyn tp trong u,
bao gm: Mt s gi m u
hoc ni vi qun l ca
Trong thi im bt n v Mc tiu ca cuc i bn, nhn s hoc b cuc i thoi:
ngn sch eo hp, nhiu thoi ny l g? phn h tr nhn vin.
"Ti mun tr
nh qun l c th phi tri

2
Ti mong mun t Kim sot cuc chuyn vi bn
qua tnh hung kh x khi c iu g? i thoi v vn ...
phi truyn t mt s Kt qu l tng t "Ti mun
thng tin n nhn vin cuc i thoi ny l Mt kt qu tt p s hiu r hn
bn hng ca h. Nhng g? ph thuc vo hai iu: quan im ca
thng tin ny bao gm tnh Ti ang t ra nhng nhng g bn ni v bn. Chng ta
hnh cng vic khng kh gi thuyt g v phn cch bn ni. Cch m hy ni thm
quan, thng bo v thay ng ca ngi i u cuc i thoi v v...
i cng vic hoc tho din i vi cuc i hnh vi ca bn s nh
lun nhng tnh hung "Ti mun ni
thoi ny? hng ln n nhng g v vn ...Ti
phc tp v cng thng. C im no trong bn ni v cch ngi ngh chng ta

1 cuc i thoi c th i din hiu iu . c th c kin

Chun b cho
cuc i thoi khin ti v/hoc khc nhau v
ngi i din mt Hy thc c nhng vn ..."
Trc khi bt u cuc ni bnh tnh khng? cm xc no c th xut

25 26
17
 Cng nhau to

3 ra kt qu
tt nht

Hy bt u cuc m thoi
vi thi ci m v hc
hi. Hy gt i nhng gi
thuyt v c gng hiu cng
r cng tt v quan im
ca ngi i din. Nh l
phi lng nghe! Hy cho
nhn vin ni ht nhng g
h mun ni, ng ngt li.

Hy xc nhn rng bn
nghe v hiu nhng g
ngi i din mun trnh
by. Cch tt nht lm
iu ny l lp li kin ca
h. Bn khng cn phi
ng vi kin . Cu
ni "c v nh vn ny
rt quan trng i vi bn"
khng c ngha l bn phi
lm theo h.

Gi vng lp trng nhng

ng h thp ngi i
din. Hy trnh by r rng
lun im ca bn v gii
thch thm nhng g m
ngi i din c th cha
hiu.

Hy kt thc cuc m
thoi bng mt gii php.
Hy tm gii php m c hai
nht tr v xc nh xem cn
phi lm g tip theo. Nu
khng c bt k ng thun
no, hy quay li t bc
tm hiu u tin.

2828
27
Cm nang Bn hng Thnh cng

Bn quyn nm 2013 thuc v Profiles International. Xut bn ti Hp chng

quc Hoa K. Bn quyn c bo h. Khng c sao chp di mi hnh
thc hoc bng bt k phng tin in t hoc c kh bao gm lu tr thng
tin v h thng thu hi m khng c s cho php bng vn bn ca nh xut bn.

TRG Talent (trc y l Profiles International SEA) l nh phn phi c quyn

cc gii php nh gi nhn s pht trin bi Profiles International ti Vit Nam
t 2007.

Tng 2, 145 147 Nguyn C Thch,

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