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1、Needvs.Want “需要的”對(duì)“想要的”ByKOHHUIMENG許輝明2008Needvs.Want “需要的”對(duì)“想要的”Effectivesalesmenleverageonthedifferentreasonswhypeoplemakepurchases.有效率的銷售員應(yīng)該著重客戶購(gòu)買(mǎi)的不同原因：客戶為什么要買(mǎi)新設(shè)備？?jī)?nèi)在原因、外在原因PEOPLEpurchaseproductsandservicesforbothlogicalandpsychologicalreasons.客戶購(gòu)買(mǎi)產(chǎn)品和服務(wù)為了同時(shí)滿足邏
2、輯上和心理上的需要。Someproductsandservicesbecausetheymakelifeeasierforusbysavingustime,effortandmoney.我們需要一些產(chǎn)品和服務(wù)是因?yàn)樗鼈兛梢怨?jié)約時(shí)間、精力和金錢(qián)，生活得更輕松。Intoday’ssocialenvironment,manyproductsandservicescanberegardedas“unnecessary”,inthattheysatisfyvarious“wants”ratherthan“needs”.在現(xiàn)今社會(huì)
3、，很多產(chǎn)品和服務(wù)可以說(shuō)是“多余的”，因?yàn)樗鼈儩M足的是各種“欲望”、而不是“需要”。Someproductsandservicesgiveuspleasure(forexample,anentertainmentsystem)ormakeusfeelthatwestandoutfromthecrowd(suchasstayinginfive–starshotels),andthusenhanceourself–esteem.Peoplebuytheseproductsorservicesforpsychologicalr
4、easons.一些產(chǎn)品和服務(wù)給我們帶來(lái)快樂(lè)（例如:一次娛樂(lè)）或者讓我們覺(jué)得與眾不同（就像住在五星級(jí)酒店），由此增強(qiáng)我們的自尊。人們買(mǎi)這些產(chǎn)品和服務(wù)出于心理因素。Effectivesalesmenareawareofthedifferentreasonswhypeoplemakeapurchaseandcanusethesereasonsasleverstomakeasale.有效率的銷售員明白人們作出購(gòu)買(mǎi)的原因，并能將這些原因作為杠桿促成銷售。Persuasion說(shuō)服力Successfulsalesmenhavemas
5、teredtheartofpersuasion.成功的銷售員掌握說(shuō)服的藝術(shù)。Thesearetwomainwaysinwhichpeoplecanbepersuaded:“direct”and“indirect”.說(shuō)服人們有2中主要途徑：“直接”和“間接”。Persuasion說(shuō)服力Directpersuasionisstraightforwardasitinvolvesbehaviorssuchasemphasizingtheadvantagesanddisadvantages.直接說(shuō)服是坦率的，它包括了例如強(qiáng)調(diào)優(yōu)點(diǎn)
6、和缺點(diǎn)的行為。Persuasion說(shuō)服力Indirectpersuasionismoredifficultasitinvolvesasalesmanestablishinghiscredibilityandgettingthecustomertobothlikeandtrusthim.間接說(shuō)服更困難，它涉及一個(gè)銷售員如何建立其可信度，并讓客戶喜歡和相信他。GoodRelationships良好的客戶關(guān)系Caringforthecustomerisofutmostimportancewhenitcomestosales.
7、提到銷售時(shí)，照顧客戶是最重要的。Peopleareunlikelytocareaboutyourproductorserviceiftheyfeelthatyoudonotcareaboutthem.如果人們感覺(jué)你不關(guān)心他們，那他們就不大可能去關(guān)心你的產(chǎn)品和服務(wù)。GoodRelationships良好的客戶關(guān)系Developinggoodrelationshipswithcustomersisoneofthecornerstonesofbeingsuccessfulatsales.Todothis,youmustbet
8、rustedandlikedbythem.與客戶發(fā)展良好的關(guān)系是成功銷售的基礎(chǔ)。為此，你必須讓他們相信并喜歡你。GoodRelationships良好的客戶關(guān)系Peoplewilltrustyouwhentheybelievethatyouarecredibleandconcernedabouttheirinterests.Bei
