15/9/2017 How sales people can sell better by positioning themselves with power, an article by Dave Kahle for

for B2B sales people, and wholesale distri

Nh Cc sn phm Dch v Gip cho Trong khong Giao tip

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Nhn c "X l phn

i, mt hng dn lm th
Ngi bn hng: nh v sc mnh
no s dng 30 trang v
ng k T duy v Bn Bn quyn MMV, bi Dave Kahle
hng . Nhn hng tun cm
hng, gio dc v ng i mt ca anh ta hp li v mu ngp t lc li mun v tic tng qu sc vo m trc. Mt ci ru di hai ngy vy
lc. khun mt anh. Anh mc mt chic o s mi mu sm mu m anh khng mc, mt i qun jean v nhng i giy la m
c th cha bao gi thy sn son. y l ngy th hai ca bui hi tho Hc vin bn hng ca ti, v ngi tham gia chng
Tn u tin: trnh phn nn vi nhm rng khch hng ca ng ch quan tm n gi thp. Ti khng ni iu ny, bi v ti khng
mun lm anh y bi ri trc mt nhm, nhng ti ngh n khng km:

"Bn c ngh rng s xut hin v thi ca bn c lin quan g n phn ng ca khch hng khng? Bn c ngh rng bn
a ch email:
c th cho h tng rng bn l bc thp nht v quy m gi? C th bn c tnh nh v mnh nh Wal-Mart ca ngnh
cng nghip? " Ti nh, khi cn nh, c mt nhn vin bn hng ku gi gia nh ti. ng c mt cuc hn tho lun mt
kha hc tng ng cho mt ngi trong chng ta. Anh ta li mt chic Lincoln ln, mc qun o phong ph, ni mt cch lch
ng k s v t tin. khng phi l mt s trng hp ngu nhin m chng ti mua chng trnh ca mnh m khng phi quibbling
v gi c.

Sch ca Dave Kahle.

Nhp vo ba sch tm
hiu thm. Hai kch bn minh ho cho mt thc tin tt nht v thng xuyn b b qua trong th gii bn hng: Cho d bn c nh hay
khng, bn lun to ra mt v tr trong tm tr ca khch hng v v tr nh hng n thi ca khch hng i vi bn
cng nh vic mua sm cc quyt nh tip theo.Ni cch khc, nu bn trng ging nh bn l gi thp, khch hng ca bn
s mong i bn l gi thp. Sau , nu chng ta tr thnh mt nhn vin bn hng chuyn nghip c hiu qu, chng ta nn
suy ngh chu o v cch chng ta t mnh vo tm tr ca khch hng. Hy bt u bng cch hiu tng nh v mt cht
su hn. nh v

t lu l mt thut ng b bandied bi mavens qung co v cc chuyn gia tip th. H xc nh l ni thng hiu hoc
sn phm ca bn c khc su trong tm tr ca khch hng. l nhng hnh nh nhp tm tr ca khch hng khi h
ngh v sn phm ca bn, cm xc m sn phm ca bn gi ln, thi h lin kt vi bn v nhng suy ngh ca h. Chng
hn nh nhng c hi l nhng t "Volkswagen Beetle" gi ln mt tp hp nhng cu tr li ca bn khc vi "Chevrolet
Corvette". Bn mong i mt mc nht nh v cht lng, gi c v dch v khi bn nhp Wal-Mart khng ging nh mong
mun ca bn khi bc vo ca hng ca Saks Fifth Avenue.
Dave Kahle
Gio dc, truyn cm hng
v ng vin nhn vin bn
hng ca bn. Mi Dave Mi nm hng t la c chi tiu mt cch cn thn bi cc doanh nghip ang mong mun khc phc mt v tr c gi tr
tho lun vi ngi bn trong tm tr ca khch hng. Than i, nu ch c iu tng t vi nhiu nhn vin bn hng.
hng ca bn. Nhp vo y
.
Cng ging nh cc n tng c thit k cn thn bi cc phng tin qung co khng th chenel mt im vo tm l ca
Tnh nng hng tun chng ti, do , cc chuyn thm lp li ca mt nhn vin bn hng nhng mt b mong i, hnh nh v cm xc vo tm tr
ca khch hng ca chng ti. V tr m bn, vi t cch l nhn vin bn hng, l mt s phc tp ca s nhn thc v cng ty
ca bn, cc gii php ca bn v bn thn bn. Cc nhn vin bn hng v t chc bn hng hiu qu nht hiu rng, v c
Trung tm Ti nguyn thc lm vic to ra mt v tr tch cc trong tm tr ca khch hng. To v tr ca bn
Bn hng

Mi ngi bn hng c th Hy bt u vo cui. Mt im khi u tt l suy ngh su sc v vi mt s chi tit v loi v tr bn mun to ra. Chnh xc,
bn tt hn. Nhp vo y bn mun khch hng ca bn ngh g v bn? Hy ti ngh hai kh nng: v tr ti thiu c th chp nhn c, v v tr l
tm hiu thm. tng. t nht, ti tin rng khch hng ca bn nn coi bn l mt ngi c thm quyn v ng tin cy mang li gi tr cho
khch hng. H tin rng bn thng bit cc sn phm ca bn, nhng im mnh v im yu ca h, m bn thng bit cc
Mi nh lnh o c th dn vn ca khch hng, v bn c th tin tng vo nhng g bn ni bn s lm. l v tr t nht chp nhn c m bn
tt hn. Nhp vo y nn lm vic hng ti. Nu khch hng ca bn khng ngh n bn t nht theo cch ny,
tm hiu thm.

u kia ca quang ph l v tr l tng. iu ny da trn mc ti thiu, nhng thm mt s hiu bit c th v pha khch
hng v s kt hp c o ca bn v cc im mnh v thuc tnh. N tin ha nh bn c lch s vi khch hng cho
n khi bn chim mt v tr hon ton v duy nht ca bn v mang theo n k vng rng im mnh ca bn trong mt s cch
c th v c o lm tng gi tr cho thi gian khch hng dnh vi bn. Th nghim cui cng v sc mnh ca v tr ca bn
l s sn lng ca khch hng nhn thy bn v s a thch kt qu lm n vi bn.

y l mt minh ho. Nu bn mua mt chic t, mt m hnh muaurus mun c th mang li cho bn mt phng tin giao
thng c thm quyn v ng tin cy. V vy, khi bn ngh v chic t c th, n s gi ln mt tp hp cc tng trong tm
tr ca bn xoay quanh vic vn chuyn c thm quyn v ng tin cy. By gi, hy ngh ti mt chic Lamborghini hon ton
mi v bn s hiu n l phng tin giao thng, nhng vi mt tinh thn c o - mt ci g trn v ngoi s vn chuyn
ng tin cy. S tinh t s l kt qu ca nhng th mnh c o ca chic t c th truyn ti theo cch ho n tm
tr ca bn.

http://www.davekahle.com/article/position.html 1/3
15/9/2017 How sales people can sell better by positioning themselves with power, an article by Dave Kahle for B2B sales people, and wholesale distri
V vy, n l vi nhn vin bn hng. Bn mun v tr ca mnh trong tm tr khch hng ca bn tng ng vi Taurus.
Nhng nu bn thc s mun to ra mt v tr c o, ng nh trong tm tr khch hng, bn s mun h ngh n bn nh
mt Lamborghini.

Cu hi sau l, lm th no bn mun khch hng ca bn ngh v bn? Mt khi bn trnh Ghi ch c nhn t
by mt bc tranh c th, bn c th bt u xy dng v tr . Di y l bn bc c bn
gip bn truyn t v tr tch cc n khch hng.
Dave Kahle
" Ti hy vng bn
1. Soberly nh gi bn thn. Bn ang chim v tr no trong tm tr ca khch hng? thch bi vit ny.
Hy l khch quan nht c th khi bn ngh qua tng vn c lit k di y v so Chng ti c rt
snh vi i th cnh tranh ca bn. Lm th no bn ng trn ... nhiu ti nguyn
trn trang web ny,
s xut hin ca bn t hng chc ging
kin thc v sn phm ca bn bi vit min ph,
s hiu bit ca bn v cc chnh sch v th tc ca cng ty podcast , tnh nng
nng lc ca bn vi cc k nng bn hng c bn
hng tun, sch , a
s hiu bit ca bn v khch hng
CD v Video chng
mang li v thi ca bn.
trnh o to.
Nu bn thy rng th hng ca bn di y i th cnh tranh ca bn v bt k vn
no trong s ny, th bn cn phi tng chng ln bn t nht ngh n Taurus. Thng thc! "
Sau , bn c th bt u di chuyn v v tr Lamborghini.

2. Bt u t bn trong.

Trong cun sch ca ti, 10 b mt ca Qun l thi gian dnh cho nhn vin bn hng , ti xut rng bn "c c
cn c." Li khuyn da trn nhn thc rng rt kh duy tr mt v tr sai. Tt c s d dng hn rt nhiu nu bn
miu t mnh l bn l ai. Tnh ton vn, c ngha nht qun gia bn v ai l ngi hin din, l nn tng ca mt v tr
tch cc. lm c iu , bn phi hiu r bn l ai. iu c ngha l bn kt tinh, trong mt ti liu bng vn bn,
ba vn sau:

Mc ch ca bn. iu ny thc s ni n nh hng tinh thn ca bn. Ti sao bn y? Mc ch ca

bn trong cuc sng v trong cng vic ny l g? Ti sao bn li lm vic ny?

Tm nhn ca bn. Bn mun tr thnh ci g? Bn thy iu g l tt nht v l tng trong cng vic, s
nghip v cuc sng ca bn?

Gi tr ca bn. Cc hng mc u tin cao nht trong cuc i bn v cng vic ca bn l g? Con ngi,
tng, hnh vi v phm cht ca nhn vt l quan trng nht i vi bn?

Mt khi bn suy ngh su sc v nhng vn ni b ny, bn s thy d dng hn sng. Qu trnh din t chng
v a chng ln giy gi cho bn tp trung v ch n cc vn su sc hn.

Lm mt nh gi tnh to v th mnh ca bn. Nu bn nh v mnh trong con mt ca khch hng l c mt s kt hp

c o, trc ht bn phi xc nh nhng im mnh c nht. Cc thuc tnh, kinh nghim v nim am m c nhn
ca bn l g khi n lin quan n cng vic ny? Bn c kinh nghim c bit no khng? Bn c mt s kh nng c
nht? Bn c mt s mi quan h c o? Bn c mt s c im bt thng khng? Xc nh nhng im mnh trn
mt mnh giy, v sau thm mt hoc hai dng v cch mi ngi c th mang li gi tr cho khch hng.

Ti thi im ny, bn s phi lm nhng bi tp cn thit lm cho cng vic xy dng mt v tr c o d dng hn
nhiu. By gi bn bit mnh l ai v nhng im mnh no bn c th mang n cho khch hng. By gi n nhng
nim vui.

Lin tc tm kim c hi truyn t thng hiu ca bn. Hnh ng theo mt cch ph hp vi tuyn b ca bn v
th mnh. V d, nu bn ni rng bn l tt vi cng ngh cao, khng ghi chp trn mt pad u. t chng vo PDA.
Nu bn ni rng bn c nhn hp dn, ng qun co ru trc khi bn thc hin mt cuc gi bn hng. Hy nht qun
- hnh ng nh ngi m bn tuyn b.

Tm cch tn dng th mnh ca bn v nhn mnh n tnh c o ca bn. V d, trong mt trong nhng v tr bn
hng ca ti, nhn ra rng ti c mt s ti nng c o khi ni chuyn vi cc nhm, ti lun tm cch t chc cc hi
tho v hi tho cho khch hng m ti trnh by cho nhm. Ti c th thc hin cc cuc gi bn hng c nhn cho
su khch hng, nhng ti thy rng khi ti mang tt c su ngi trong mt nhm, ti c hiu qu hn. ch l ti
s dng th mnh ca ti.

Sng to. Mt trong nhng im mnh ca ti l v ti, ngi nu n cho ngi snh n, v rt tt vi bt c th g thm
ch ging nh thc phm. Chng ti cng tc v lm qu tng Ging sinh cho khch hng ca mnh, c y s lm hng
chc loi bnh quy v bnh ko t ch bin, v ti s gi chng ring cho tng khch hng. Trong vng mt hay hai nm,
tt c mi ngi u mong mun n vi mn qu Ging sinh hng nm ca ti.

Pht trin danh ting theo nh. Quyt nh nhng g bn mun c bit n, v sau lm vic lin tc lm cho
iu xy ra. Mt nhn vin bn hng chc chn m bo rng anh ta khng gi cho khch hng tr khi anh ta c iu
g chia s vi khch hng m anh ta tin rng khch hng s thy c gi tr. Kt qu l, ng khng c vn thi
gian vi khch hng ca mnh. Anh y pht trin danh ting lun em li nhng th c gi tr.

Nu bn mun tr thnh ngi bn hng nhy cm nht, hy thit lp mt h thng cho php bn tr li mi cuc gi in
thoi trong vng mt hoc hai gi. Nu bn mun c bit n nh l ngun cung cp kin thc v sn phm, hy m
bo rng bn nghin cu mi danh sch gi v mt mu ti liu v mi sn phm bn bn. Nu bn mun c bit n
nh l chuyn gia trong mt s ng dng, hy chc chn rng bn bit n bn trong v ngoi.

Hy xem xt tt c mi th bn lm. Hi mi kha cnh ca tng tc vi khch hng v dn dn nh hnh mi th

ph hp vi v tr bn mun t c. Nu bn mun khch hng ca bn ngh v bn nh l t tin v c thm quyn,
khng li xe t 10 tui bn. Nu bn mun khch hng ca bn ngh v bn nh l gi tr thm vi phn trm im trong
gi c, sau khng n eo nhn nheo Dockers v o s mi bn tee. Nu bn mun c bit n nh thng minh v
r rng, ng dng ting lng.

V tr ca bn trong tm tr ca khch hng l mt thnh phn mnh m v tinh t trong cch tip cn ca mt nhn vin bn
hng hiu qu. Lin tc lm vic xy dng mt v tr tch cc s tr c tc trong nhiu nm.

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