Cẩm nang bán hàng thành công

MC LC
S trang
Bn quyn tc gi
Thng tin tc gi
Gii thiu
1.
Hy l chnh mnh
2.
Hy chn tht
3.
Chun b mi th
4.
L trnh thnh cng
5.
Hi v thi gian
6.
Hi khch hng ca bn
7.
Cc cu hi m v cc cu hi ng
8.
Li ch khc vi c im
11
9.
Nhu cu + li ch = bn hng
12
10. i th cnh tranh
13
11. Cm gic tt p
14
12. ng c nhn ha vn
15
13. Hiu bit sn phm ca bn v t chc ca bn
15
14. Qun l s mong i
16
15. Gim gi
17
16. Khiu ni v phn nn
18
17. Hy t lng nghe
19
18. Gi nh/ng nhn
19
19. Du hiu mua hng
20
20. S phn i
21
21. Lm bo gi
22
22. Hy sng to
23
23. Gi lin lc
24
24. Khch hng cng l con ngi
25
25. Ngi gc cng v ngi quyt nh
26
26. Pht trin im c o bn hng ca bn
26
27. Thu thp chng thc khen ngi
29
28. Khch hng khng phi l thng - Khch

hng l ngi yu
31
29. K thut cht sale
33
30. ngh s gii thiu
38
Kt lun
41
Bn quyn tc gi
Tc gi
Trn nh Cu
Bin tp vin
Trn Danh Nhn
Cng Ty TNHH t vn Trn nh Cu t chc bin son n phm ny
h tr cho cc doanh nghip.
Nu bt k c nhn no cn sao chp, trch dn ti liu ny, vui lng lin lc
trao i vi chng ti.
CNG TY TNHH T VN TRN NH CU
163 -165A BC1, phng 12, Qun Tn Bnh TPHCM
in Thoi:08.38492631 HP: 0913918854
Email:trandinhcuu@tuvan999.com
website: www.tuvan999.com
Thng tin v Tc Gi
ng Trn nh Cu - Gim c Cng ty TNHH T Vn Trn nh Cu vi
trn 20 nm kinh nghim trong lnh vc o to, t vn v qun l, t vn
hn 700 doanh nghip.
1986 Tt nghip khoa C Kh - i Hc Bch Khoa TPHCM.

1993 Tham gia kha hc ISO 9000 theo chng trnh h tr ca EU.
1996 Tham gia kha hc KAIZEN - APO Nht Bn t chc ti Tokyo.
2004 Tham gia kha hc nh t vn chuyn nghip - MPDF t chc.
2007 - 2009 MBA Management Consultant - Ludwigshafen University.
2011- 2013 Tham gia cc kha hc ca t ph T.Harv Eker t chc.
CM NANG BN HNG THNH CNG
TI LIU DNH TNG CHO CC KHCH HNG

CA CNG TY TNHH T VN TRN NH CU
THNG 10/2014
Gii thiu
Chng ta l ngi bn hng, chng ta khng thch ngi khc ch bo mnh iu g
phi lm. Chng ta cng khng thch phi c qu nhiu hay nghin cu qu nhiu
v k nng bn hng.
Chng ta mun bn c hng & t c mc tiu v doanh s bn hng. ,
khng phi th, tht s chng ta mun vt qua mc tiu cng nhiu cng tt.
Chng ta tht s mun cng nhiu thng cng tt. Cun cm nang nh b ny s
gip bn thc hin c iu . Ti liu ny c bin son da trn kinh
nghim 20 nm bn hng ca ti kt hp vi cc ti liu: Platinum Tips To Sell
More Winand Plekker v Sales Power Series Mark Smith.
Bn c th bit v thc hin mt vi mo trong ti liu ny. V by gi bn
dnh ra 30 pht, bit ton b v bit cch p dng n ngay tc th, nhm tng
doanh s bn hng.
TRANG 1
1.
Hy l chnh mnh
Bn l duy nht trn th gii ny, khng c ngi th hai ging bn. Mi ngi
u c mt c tnh ring ca mnh. ng c gng sao chp ngi khc. Cc
phng php ngi khc dng c th rt tt cho h, nhng cha chc s tt cho
bn. Bn c th th dng n v hy nh gi xem liu c tt cho bn v gip bn
thnh cng hay khng? Cch tt nht l bn hy ci tin, sa i pht trin
phong cch ring ca bn, ph hp vi c nhn bn. V n l ca bn, do bn s
thc hin mt cch t nhin, thoi mi, lun cm thy ho hng. Chnh iu s
em li s chn tht hng vo gip khch hng. Bn cng chn tht, khch
hng cng mun lm n vi bn.
TRANG 2
2.
Hy chn tht
Ngi bn hng gii khng bao gi ni di. Bn ng bao gi ni di nh. Hy

lng nghe cn thn, tm hiu nhu cu khch hng v a cho khch hng nhng
gii php tt nht trong kh nng ca bn. Gii php c th khng phi l gii
php tt nht theo quan im ca khch hng, nhng chnh l iu tt nht bn
a cho h. Nu bn khng th a ra bt k gii php no gii quyt cc nhu
cu ca khch hng, bn hy ni cho khch hng bit. iu ny c v lm bn
ngc nhin, c v l mt iu v vn, t hi trong bn hng, nhng thc s iu
ny s m bo ln k tip khi bn to ra mt s khc bit, khch hng s mua
hng ca bn. Ni cch khc, nu bn bn cho khch hng iu g , khng gip
h gii quyt nhu cu th bn s chng bao gi bn c hng ln th hai cho h.
Hy lun lun to mi quan h kinh doanh lu di. Ni di v sn phm/ dch v
ca bn c th thc hin, m bn li khng th chuyn giao, iu s l mt s
hy dit. Tc thi, bn c th c nhiu khch hng, nhng bn s chng bao gi c
c hi gp li h ln th hai. Kinh nghim ch ra rng, nu khch hng gp phi
mt iu gi di, mt tri nghim xu t bn, h s chia s iu cho ngi khc
gp 10 ln so vi khi h tha mn. H s chia s iu trong cc bui tic, trong
cc ba cm gia nh. V tht l khng khip, trong thi i internet ngy nay, h
s chia s trn cc trang mng x hi, th l doanh nghip ca bn tiu i.
Khch hng c th hi bn nhng cu hi m bn khng bit tr li. Hy chn tht
cc bn ! Hy ni cho h bit l bn khng bit cu tr li. ng quanh co, ng
lm iu ng ngn. Khch hng s c cm gic bn khng bit v c th h s dn
bn vo gc tng. Hy ni vi h rng, y l cu hi rt hay, rt th v v bn
khng bit cu tr li. Bn s tm hiu, nghin cu v tr li h trong thi gian
sm nht. Khch hng s cm thy rt thoi mi do h hi mt cu hi hay, h
TRANG 3
cng s ch i bn. V mt iu rt c bit, sau mt thi gian bn ch v cu

hi, bn nghin cu, tm ti, bn s tm ra cu tr li v hy m bo bn s tr li
cho h. Khch hng s hi lng v bn thc hin li ha ca mnh.
Ti nh vo thng 3 nm 2006, Cng ty ti c tham gia u thu t vn dch v
ISO 9001 cho cc doanh nghip ti tnh An Giang. C rt nhiu Cng ty t vn
tham gia u thu t , s cnh tranh rt khc lit. Khi vo n vng chung kt
th cn 3 n v t vn, trong c Cng ty chng ti. Nhn xt tnh hnh lc ,
ti thy Cng ty mnh c kh nng v tr th 3 trong 3 Cng ty v 2 Cng ty kia
rt mnh v tng trng thu trong cc nm trc , trong khi chng ti cha
tng trng thu. Ln lt c 3 Cng ty trnh by trc hi ng xem xt thu ca
Tnh (bao gm cc chuyn gia u ngnh ca Tnh, lm vic rt minh bch v mi
th u cng khai). Khi ti lt chng ti trnh by trc Hi ng, sau khi
trnh by cc im khc bit ca chng ti, c mt Gim c l thnh vin ca
Hi ng hi mt cu hi lm ti lc phi rng mnh. ng ta hi ti nh
sau:
Tha ng Cu, n v ca chng ti l mt Cng ty con ca mt Cng ty m.
Cng ty m ca chng ti c 1 trong 2 n v kia t vn. Vy theo ng, ng
khuyn chng ti nn chn n v kia hay n v ng s t vn cho chng ti
m bo h thng ng b v nht qun trong ton Cng ty m v Cng ty con?
Sau mt pht lng nghe v suy ngh k cu hi, ti tr li nh sau:
Vi t cch l nh t vn chuyn nghip v trung thc, ti khuyn ng hy chn
Cng ty t vn cho Cng ty m t vn cho Cng ty ng, nhm m bo tnh
thng nht trong ton h thng.
Cc bn bit khng? Lc , ton b mi thnh vin trong hi ng u nhn ti,
ti khng bit h ang ngh g, bu khng kh im lng n ng s, nhng ti li
cm thy thoi mi v c cm gic rt nh nhng. Sau mt khong thi gian im
lng 30 giy, ti tip tc:
Vi cc thng tin khc bit ti trnh by, nu ng mun p dng dch v ca
chng ti, ti m bo cc chuyn gia ca chng ti s nghin cu k v y h
thng qun l ca Cng ty m trc khi t vn cho Cng ty con m bo tnh
ng nht.
Khi ra v, ti cm thy vic u thu kh cng thng, li th ca mnh khng r
rng. Hai tun sau, kt qu thng bo chng ti trng thu. Chng ti gi li
ha nghin cu k h thng qun l ca Cng ty m v t vn cho Cng ty con,
kt qu thnh cng tt p. Sau ny, ng Gim c ni vi ti rng: chnh cu
TRANG 4
tr li trung thc ca ng, v khuyn ti chn Cng ty t vn kia nn chng ti

quyt nh chn Cng ty ng thc hin vic t vn.
Cho n gi, Cng ty ny vn l khch hng trung thnh v gii thiu nhiu
khch hng khc cho chng ti. y cng chnh l bc c bn chng ti pht
trin dch v t vn ti cc tnh thuc vng ng bng sng Cu Long.
Cc bn thy y s trung thc s mang li cho cc bn mt gi tr rt ln.
3.
Chun b mi th
Nhng ngi bn hng tht bi rt ra kinh nghim: Nu bn qun chun b

trc, l bn chun b sn khch hng qun bn. Bn cn phi hiu iu bn
ang ni. Hy chun b mi th, bn cn phi hiu khch hng bn lm g. Hy
vo cc trang website, c cc tp ch, tm cc thng tin v h trc khi gp h
(nu l ln u tin).
m bo rng bn bit rt r khch hng v ang mua g t bn v liu h c
bt k mt s khiu ni no khng (nu h hin l khch hng ca Cng ty bn)?
ng h mai phc bn bi nhng vn cha c gii quyt.
Nu c mt s khiu ni ang xy ra, hy c gng mang n mt gii php tt cho
vn . Khch hng khng thch mua hng tip tc, nu vic khiu ni cha
c gii quyt xong. Nu c th, bn hy tm hiu khch hng v ang mua g
t i th ca bn v c vn khiu ni g khng?
C mt iu rt nguy him khi chun b: ng ngh rng bn bit mi th!.
Thm ch bn bit nhiu th vn c hi. ng gi nh bn nh!
TRANG 5
4.
L trnh thnh cng
Xc nh thi gian cuc hn -> To mi quan h -> xc nh nhu cu -> trnh

by gii php -> x l phn i -> cht sale.
i vi mi mc tiu, bn cn c l trnh t c. y l s bn hng.

Cu trc ny gip bn cho hng thnh cng. u tin bn hi liu khch hng c
th dnh thi gian cho bn (khi gi in thoi). Sau bn gii thch ngn gn, l
do bn gi hay ving thm, sau bn phi xc nh cc nhu cu ca khch hng
thng qua cc cu hi (phng vn). Ri bn tm tt cc nhu cu c xc nh
v trnh by gii php / iu bn s bn p ng cc nhu cu , gii quyt mi s
phn i. Ri k n l bn c th cht sale.
ng nhin bn khng cn phi duy tr chnh xc cu trc ny mi ln cho hng.
Khch hng c th hi cc cu hi hoc ni v iu g khin cho bn c th b
bc phng vn i n trnh by v c th quay li sau. Bt k khi no, bn bit
bn ang u trn l trnh bn hng, l n ang gi bn trn hnh trnh t n
mc tiu. ng vi v quyt nh ngay v bt c vn g. V d, thng l khch
hng s hi bn 02 cu hi sau:
Ok, bn mun bn cho ti mt iu g , gi l bao nhiu vy?. Hy t t v
ng tr li ngay. Ti hiu gi c rt quan trng i vi Anh/Ch, ti s quay li
vn gi c sau t pht na. Cch thc ny gip bn c c hi gii thch vi
khch hng ti sao sn phm/dch v ca bn l s la chn tt nht ca khch
hng trong qu trnh thng tho. Khi bn c th thuyt phc khch hng rng sn
phm/dch v ca bn l tt nht i vi h, th lc gi c s l vn t qun
trng hn.
TRANG 6
5.
Hi v thi gian
Bn tng ang n ti, bng nhin c mt cuc in thoi ca mt ngi no

gi n v bt u ni v cc ngh cho hng? Chng h hi, liu cuc in
thoi ca h c thun tin khng? Ti chc l, bn tng gp nhng cuc in
thoi bc mnh nh th. l s lm phin phi khng ? Do ti sao bn li
lm nh th i vi khch hng ca mnh?
Khi gi in cho khch hng, hy lun lun hi cuc gi ca bn c thun tin
khng? Thm ch, ngay c vi nhng ngi m bn thng xuyn ni chuyn vi
h. l php lch s. H s nh gi cao vic v bn c s ng thun ca h
nghe h ni. ng vi v bn nh, ng ni mt trng m khng h hi xin thi
gian. Nu bn hi, khch hng tr li l mc bn, bn hy ni: D, ti bit Anh /
Ch lc ny ang bn. Vy th thi im no tt nht, ti c th gi li c cho
Anh/ Ch? Khch hng hoc s ni cho bn, thi im ph hp hoc h t ko di
thi gian nghe bn ngay. Hoc cng lm l bn nhn c cu tr li l: No.
iu ny, cng gip ta bit lc ny h khng phi l khch hng tim nng. Hy
nh l, lun lun hi xin v thi gian bn nh. Mt khc, khi bn cn gi li vo
thi im khc ( hn v khch hng ng ), hy m bo bn gi li ng thi
gian nh hn.
TRANG 7
6.
Hi khch hng ca bn
bn mt iu g , cho mt ai , bn cn phi bit h c nhu cu g. Do ,

hy hi iu g l quan trng i vi h? d nh hay k hoch ca h l g? H
cn g? iu g lm cho h lo lng (v d thc gic vo gia m)? iu g lm
cho h hnh phc? H mong i g v sn phm hoc v Cng ty ca bn?
Mt iu cc k k quc, nu bn bt u hi nhng cu hi hon ton bt ng.
Do trc khi bt u phng vn. Hy xin php khch hng ng bn hi
cc cu hi.
Hy gii thch, ti sao bn s hi mt s cc cu hi. Hy thc hin mt cch r
rng i vi khch hng. iu ny s gip cho khch hng sn sng tr li. Hi
cc cu hi, khng ch gip bn bn sn phm/dch v ca mnh, m n cn lm
cho khch hng cm thy bn rt quan tm n h v bn thc s ang c gng ht
sc mnh a ra iu tt nht cho h (sn phm, dch v, gii php, . tt nht
cho khch hng).
ca Anh/Ch chnh xc l g?
Khch hng c th tr li cc cu hi ca bn bng mt cu tr li chung chung
hoc bng mt cu m bn khng hiu hoc cu tr li c th gii thch theo nhiu
ngha khc nhau. ng vn tri qua. Bn hy hi xin gii thch c th
thm. ca Anh/Ch chnh xc l g? Ch n gin nh th thi. Khi hi nh th,
bn ch r l bn rt quan tm n iu khch hng ang ni v bn s hiu r
thm nhu cu ca h l g.
TRANG 8
7.
Cc cu hi m v cc cu hi ng
Vi vai tr l nhn vin bn hng, bn phi thu thp cng nhiu thng tin ca
khch hng cng tt. Do bn nn hi nhng cu hi m. Cu hi m l nhng
cu hi m ngi tr li cn phi tr li nhiu thng tin hn l cu hi ng (cu
hi ng l cu hi bn ch nhn c cu tr li l YES hay NO).
V c bn, cc cu hi m bt u vi cm t 5W1H (What: ci g? Who: ai?
Where: u? When: khi no? Why: ti sao? How: th no?). Cc cu hi m rt
cn thit, pht trin nhu cu khch hng. Do bn hy t luyn tp vi cc cu
hi m bt u bng 5W1H. Khi bn hi mt cu hi m, bn ang buc khch
hng phi gii thch cu tr li ca h. iu ny gip bn thu nhp c nhiu
thng tin. Vic hi nh th to ra mt cuc tr chuyn hn l mt bui cht
vn. Tuy nhin, cc cu hi m cng c th lm cho bn b nhiu thng tin (v qu
nhiu thng tin), nu bn khng tp trung lng nghe k. Do , hy lun lun tp
trung lng nghe, khi khch hng tr li, c bit ch ngn ng c th v s nhn
ging ca h.
V d: Ti ngh bn thc tp mt cu ni sau vi s nhn ging khc nhau, bn
hy xem ngha ging nhau hay khc nhau nh. Cu vit nh sau:
Ti khng bo Anh vt , y!
By gi bn hy ni v nhn ging ti nhng t c gch di v bn hy th
on ngha xem sao nh.
Cch 1: Ti khng bo anh vt , y!
Chc l cc bn s khm ph ra nhiu iu th v trong hi thoi hng ngy, cng
ni dung cu vit, nhng ngi ta c th din t thnh ngha khc nhau.
TRANG 9
Do trnh s hiu nhm do qu nhiu thng tin hoc do cch din t. Bn c

th khng nh li vn bng cu hi ng. Cu hi ng l cu hi c cu tr li
l YES hoc NO.
Cu hi ng khng c nh thu thp thng tin, nhng l cu hi bn yu
cu khch hng a ra quyt nh hoc khng nh mt ch no .
V d: Qua nhng iu Anh ni ny gi, nu ti hiu ng, c phi vn cp
in trong nm 2012 l vn rt quan trng i vi Anh phi khng? YES.
iu ny s c 2 li ch:
- Bn cho khch hng bit bn rt ch vo iu khch hng ni
- Bn khng nh bn v khch hng ang hiu vn ging nhau.
Vn quan trng l hy tm tt iu khch hng ni vi bn v kim tra li,
bn hiu ng hay khng? Theo cch ny, khch hng c th gii thch hay ni
r thm bt k s hiu nhm no xy ra. iu ny cho php bn c c hi
tip tc cuc trao i i ng hng.
Hi cu hi ng mt cch thng minh c th khin cho khch hng tr li Yes
mt cch u n, iu ny gip cho vic cht sale d dng hn. Do hy hi
nhng cu hi ng m bn bit khch hng s tr li Yes v iu ny s gip
khch hng d dng ng khi bn cht sale.
V d:
(1) Vn cp in trong nm 2012 l vn rt quan trng i vi Anh phi
khng? Yes.
(2) Vic cp in lm cho tin sn xut b chm li v tng chi ph tng ca
cho Cng ty phi khng ? Yes.
(3) Vn ny khin cho khch hng ca Cng ty Anh khng hi lng ng
khng ? Yes.
(4) Tha Anh, gii php v my pht in m ti trnh by cho Anh gii
quyt nhng tc ng nu trn v cn gim chi ph phi khng ? Yes.
(5) Vy th c 2 pha chng ta cng k hp ng cung cp my pht in ny
ngay ngy hm nay nh! Yes.
Tha cc bn, bc Thy c Nhn Tm Dale Carnegie khuyn chng ta hy thc
hin nguyn tc vng: Hy hi nhng cu khin ngi khc p vng tc th.
Hy c luyn tp cc bn nh!
TRANG 10
8.
Li ch khc vi c im
y l iu m phn ln nhn vin bn hng hay phm sai lm. H thng hay
bn c im. Nhng nhn vin bn in thoi di ng, thng hay ni sut trong
thi gian bn hng: Con d ny c 3G, 2 sim, internet, m thanh ni, . Wow,
rt l nhiu c im . Ti him khi nghe ngi bn hi ti, c nhu cu g v
in thoi di ng.
Ngi bn in thoi gii th h thc hin ra sao? ng cn g khi dng in thoi
di ng. , ti cn in thoi d dng chuyn sang ch im lng khi ging bi,
chp nh r nt v cnh lp hc, thu m r v thi gian lu, thi gian pin di, d
dng lt web, d s dng cho ngi ln tui, Ok, ti hiu. in thoi ny, d
dng lt web mi ni, ch cn 1 thao tc l chuyn sang ch rung, chp hnh
rt nt ch cn mt thao tc bm, thi gian dng pin l 02 ngy Nh vy Anh ta
bn cho ti li ch ch khng phi c im. Ti chng cn bit v cng chng
cn hiu 3G l g? Min sao p ng nhu cu ca ti l tha mn.
Bn hy lit k cc c im sn phm/dch v ca bn v hy lit k cc li ch
m n em li cho khch hng.
TRANG 11
9.
Nhu cu + li ch = bn hng
Kt hp nhu cu ca khch hng vi cc li ch, s cho php bn trnh by cuc

cho hng rt kh b t chi. Bn bit iu khch hng mun. Bn lin kt li ch
sn phm/gii php tng ng vi nhu cu khch hng, bn s c cuc cho hng
y thuyt phc. Hy ch ng qu nhiu, hy ch la chn 3 iu khch hng
cho l quan trng nht v lin kt vi 3 li ch hp dn nht m sn phm/dch v
ca bn c. ng lm qu ri, khch hng khng th nh v ch mt lc qu
nhiu vn . Phng php bn hng kiu ny c 2 li im. Th nht, bn s bn
c nhiu hng v nhanh chng. Th hai, bn hp dn khch hng ng ci iu
h cn do gi c s khng phi l vn qu quan trng.
Khch hng mun, khch hng cn, sn phm ca bn hon ton p ng. Do ,
khch hng s ho hc mun mua v tr gi tt cho sn phm . D th no i
na, hy a cho khch hng mt cuc kinh doanh tt v h s quay tr li nhiu
ln na.
Nu khng, chnh bn l ngi khuyn khch hng hy i n nh cung cp khc.
TRANG 12
10. i th cnh tranh
ng bao gi ni v i th cnh tranh ca bn. i th, h cng c cc nhn vin

bn hng ring ca h. Rt nhiu ch ca hng phm sai lm, bng cch so snh
sn phm ca h vi sn phm ca i th cnh tranh. Khch hng m bn ni
chuyn c th cha bao gi bit v i th cnh tranh ca bn.
V d: Sn phm ca chng ti c b nh 500GB, nhiu hn 50% so vi b nh
ca i th, nhng gi ch cao hn 20%. Bn ng ngc nhin, khch hng ca
bn c th tr li rng 250GB l qu v khch hng ni vi bn, h s gi li
vo tun ti. V nu h gi li, c l h s cm n bn, v bn gip h tit kim
20% gi.
Tt nhin, nu khch hng bt u so snh sn phm ca bn vi ngi khc, bn
c th khuyn khch hng v cc im c o duy nht, m ch sn phm ca bn
c.
i th cnh tranh khng phi l k th, mc d ngi ta hay b cm d suy ngh
v i th nh th. Hy nh rng, phn ln khch hng l ngi trung thnh. H s
khng tn trng bn, nu bn ch bai, ni xu hoc nh gi thm t cng ty m
khch hng mua trc y. Bi l, khi bn lm nh th, c ngha l bn ch
khch hng a ra cc quyt nh ngu xun trong qu kh. Khch hng s c
a ra cc l do, ti sao l quyt nh ng n ti thi im hn l thuyt
phc h cn lm n vi bn.
Thm ch, ngay c lc u, khch hng chnh h a ra nhn xt yu km v i
th, bn hy ng a dua theo. Hy gi nhng im tch cc, im c o sn
phm ca bn hn l ni nhng, ni cui v i th. Khi khch hng ni vi bn
rng, i th ni xu v bn, bn ng gin d, ng tr a, m hy ch ni v
nhng im c o ca sn phm / dch v ca bn. V mc ch ca chng ta, l
gip khch hng c c sn phm tt nht. Hy tp trung vo khch hng, h s
tn trng bn v bn ang tp trung phc v h.
TRANG 13
11. Cm gic tt p
Tnh trng th cht v tinh thn tt s ci thin kt qu kinh doanh ca bn. Bn

cng cm nhn tt hn th bn cng cm thy mnh hon thin hn. ng ung
qu nhiu c ph. Mi s qu nhiu so vi bnh thng u khng mang li li ch.
Mt ngy khong mt hoc hai ly c ph, vi tch tr, nc hoc nc tri cy l
tt. ng ht thuc. Mc ch chnh xc ca vic nut khi khi ht thuc l g? N
khng ch gy ra ung th m c cn hy hoi nng lng ca bn. Hi th v qun
o ca bn s c mi kht ca khi thuc gy kh chu cho ngi khc. K n l
bn ang lm lng ph cc cuc kinh doanh qu bu ch v cc thi nghin thuc.
Hy gi hnh th cho tt, hy n cc phng tp, tp chy, bi, i b, hy s dng
thang b thay v thang my. Nhn vin kinh doanh luyn tp th dc s gim
stress. ng ht thuc. Hy ra ngoi n cm tra khong na gi, n bn ngoi
mi trng lm vic s tt hn. n ngay ti bn lm vic c v tit kim thi gian,
nhng bn lm vic s km nng sut cho phn thi gian cn li trong ngy. Dnh
t thi gian ra ngoi mi trng lm vic s gip bn c thm nng lng mi.
TRANG 14
12. ng c nhn ha vn
Khch hng khng ni No i vi bn thn bn. H ch ni No i vi cc

ngh ca bn. Do nu bn tr nn gin d hay ch trch chng gip ch g c.
iu s gim c hi h s ni Yes cho ln bn hng k tip ca bn. Hy lch
s v cm n h dnh thi gian tip bn
13. Hiu bit sn phm ca bn v t chc ca bn
Hy i thm cc phng ban khc trong Cng ty v kt bn vi mi ngi .

Tm hiu cch thc sn phm c ch to, lu kho, ng gi, vn chuyn, giao
hng v.v Vic i thm ny gip bn c th chia s thng tin khch hng cho cc
phng ban trong t chc. Mt khc bn c th a ra cc gii php cho h khi cn
thit. Cch thc ny cng gip bn tng kh nng cht sale thnh cng hn
TRANG 15
14. Qun l s mong i
Khch hng c th c nhng mong i v sn phm/dch v ca bn mt cch

khng thc t. Nu bn cm thy khch hng c nhng mong i khng thc t v
sn phm/ dch v ca bn, hy kho lo v lch s gii thch r rng iu g l
thc t. Hy ch nhng mong i khng thc t s dn n s khng tha mn,
iu ny s cn tr cc cuc kinh doanh trong tng lai.
V d: Cc khch hng ca chng ti lc ban u tho lun vic p dng ISO 9001,
hay ng nhn rng: Xy dng h thng theo ISO 9001 l s c cc quy trnh chun
ca th gii lm mu. T ch cn tun theo ng cc quy trnh chun l mi
hot ng s c hiu qu. Chng ti gip khch hng hiu r rng, trn th gii
ny khng h c quy trnh chun. Chnh chng ta phi thit lp cc quy trnh chun
ph hp vi chnh Cng ty ca mnh. Hy vit ra cc bc m Cng ty thc
hin to ra li nhun, s c c quy trnh chun ti thi im . V trong qu
trnh p dng, do mi trng kinh doanh lun thay i, chng ta phi ci tin cc
quy trnh chun ny lun p ng s thay i . Bn hy nh n s Trung
thc khi bn hng, hy gii thch r sn phm ca bn c th em li nhng li
ch c th no cho khch hng h hiu r trc khi quyt nh mua, trnh
nhng mong i phi thc t, s lm hng kinh doanh trong tng lai ca bn.
TRANG 16
15. Gim gi
Mi khch hng u mun c mt cuc mua hng tt nht. V vy khin h cm

thy rt thch khi c mt s tr gi v mc c. Thm ch ngay c khi h khng i
hi vn . Bn khng nn a ra s gim gi thc s. C th bn hy tng cho
khch hng thm mt s gi tr no vo sn phm/ dch v ca bn hoc mt
mu nh sn phm khc m h c quan tm. Khi khch hng c gng c c iu
mt cch min ph, nu h thch iu h s quay li v mua nhiu hn na.
Thm ch nu h khng thch cc mu min ph th h vn s nh gi cao hnh
ng v s quay tr li vi bn mua hng tip tc.
Gim gi l mt cng c c tc ng mnh bn hng, nhng nu bn vo v
th a ra gim gi th iu s lm suy yu s khc bit ca bn.
Hy suy ngh cch thc nh th no bn v khch hng i bn u c li.
V d: Ti s gim gi 20% nu bn mua hai sn phm. Vi cch ny khch hng
s c c s gim gi, nhng mt khc bn s bn c nhiu hn. Lun lun to
ra chng trnh gim gi sinh ng, thay v ni l s gim gi 10%, bn hy ni l
ti tr khch hng 10%. Lm nh th bn vn cho khch hng nhn bit r gi sn
phm ca bn khng b gim, s khng lm suy yu s c o v khc bit trong
sn phm ca bn. Nu khng, khch hng s cho rng sn phm/ dch v ca bn
qu tm thng chng c g khc bit/ni bt so vi i th cnh tranh. Do bn
phi gim gi to doanh thu.
TRANG 17
16. Khiu ni v phn nn
Trn i ny ch c mt cch duy nht khng c khiu ni l bn khng nn bn

bt c th g c. Do bt k khi no bn bn hng, th s vn c ri ro v khiu
ni v phn nn. Hu ht mi ngi nhn khiu ni nh mt iu g rt ti t v
kinh khng. Khi nhn c khiu ni t khch hng bn hy nhn thc hai iu
sau:
- Th nht, bn hy cm n khch hng v s dng sn phm/dch v ca
bn
- Th hai, hy cm n khch hng mt ln na, v h dnh thi gian qu
bu ca h lin h vi bn v phn nh khiu ni
Bn hy nhn khiu ni theo quan im ca khch hng i vi sn phm/ dch v
m bn chuyn giao. y l iu rt quan trng i vi bn. Hy hc tp qua
sai lm. ng vi v khng ng vi khch hng. Hy ng cm vi khch hng
v cho h thy bn hiu khiu ni ca h. Sau hy c gng tm ra gii php.
Hy khc phc ngay hay i sn phm mi cho h. Khch hng s nh gi rt cao
khi tm cch gii quyt vn . Hy ngh n s quay li hoc s gii thiu ca
khch hng trong tng lai. Cch tt nht gim bt hoc trnh khiu ni l bn
hy p dng tt iu 13 hiu bit sn phm v t chc ca bn v iu 14 Qun
l s mong i
TRANG 18
17. Hy t lng nghe
Cch tt nht hc l hy th t lng nghe. Hy th s dng mt s cu hi, mt

s cu hay mt s t no v tm hiu xem tnh hiu qu ca n th no. Nu bn
pht hin s nhn ging ca mt cm t no c tc ng tch cc khi tr li
khch hng, bn hy s dng cch thc thng xuyn. Hy ch ni dung bn
ni v cch thc bn ni v ni dung . Cc nghin cu ch ra rng, tnh hiu
qu ca giao tip l 80% da trn cch thc bn ni v ni dung v ch 20% da
trn ni dung bn ni. Nu bn thu m li cc cuc ni chuyn ca bn v lng
nghe li chng, bn s pht hin ra nhiu iu cn ci tin. C th bn s pht hin
rng mnh ni qu bun ng, chng c nhn ging g c, khng h truyn cm. C
th bn bit c cc t mnh s dng khng ng, pht m khng r rng, khng
chun v.v Khng gy n tng g i vi khch hng.
18. Gi nh/ng nhn
ng bao gi t gi nh/ t cho rng trong khi bn hng. Xin nhc li, ng
bao gi t gi nh bn nh. Nu bn bt u vi cu ni Ti cho rng/ gi nh
TRANG 19
rng. hy dng cch suy ngh v kiu ni ngay lp tc. Nu khng bn s t

hu hoi cng vic kinh doanh ca bn.
C ln ti gp khch hng l mt Cng ty nha kh ln ti Thnh ph H Ch
Minh, tip ti l mt v ph Gim c c ngoi hnh v tui tc rt ng knh. Sau
vi cu cho x giao, v Ph Gim c cho bit mt lt na ng Gim c mun
lm vic cng vi ti. V Ph Gim c c mt cht vic bn phi xung xng
gp v ni ti ngi ch phng khch mt t pht. Trong khi ang ngi trong
phng khch mt mnh, bt thnh lnh c mt ngi i vo, nhn dng v b ngoi
khng c tm tt lm, qun o th ging nh ngi cng nhn bnh thng (ti
gi nh nh th). Tuy nhin, sau mt thong suy ngh, ti vn ng ln gt u
cho mt cch lch s. Ngi kia lin bc n, mm ci, bt tay v gii thiu
ng l Gim c ca Cng ty. Cc bn thy y, ch trong tch tc, ti sut cht
na lm hng cng vic kinh doanh ca chnh mnh.
Mt khc, nu trong qu trnh trao i vi khch hng, c bit giai on tm hiu
xc nh nhu cu khch hng. Sau khi phng vn v nghe tr li ca khch hng,
nu bn vn cha hiu r nhu cu ca h, bn hy nh ng gi nh bn nh. Coi
chng mc sai lm to y. Do , ng bao gi gi nh hy s dng phng php
hi nm r mi vn .
V d: Nu nhn vin kinh doanh no , khng bit mt ng bu c Ch tch tp
on Hong Anh Gia Lai, khi nhn v b ngoi ca ng c th cho rng khng phi
Ch tch ca mt tp on ni ting. Hy cn thn bn nh, ng ta c th mua
ngay lp tc cng ty ca bn ch trong vng mt ci chp mt.
19. Du hiu mua hng
Khch hng s a ra cc du hiu mua hng trong khi ang tho lun vi bn.
Nhiu ln chng ta din gii cc cu hi ca khch hng nh l s phn i,
nhng tht ra nhng cu hi ny cho thy khch hng ang quan tm mua hng
ca bn.
TRANG 20
V d: Ti c th c c s gim gi khng ? khng ch l s i hi gim gi

m cn l du hiu ni cho bn bit khch hng mun mua hng. Ngoi ra nhiu
cu hi tinh t khc v giao hng, mu sc, quy cch cng cho bn bit khch hng
ang d tnh mua hng.
20. S phn i
Trong qu trnh thng tho, khch hng c th a ra cc phn i. Nhiu nhn

vin rt s s phn i ca khch hng, n ni pht khip mun cht. ng s
bn nh, bn c th x l cc phn i. V c bn c hai loi phn i: phn i
thc s v phn i tr hnh.
Phn i thc s l s quan tm tht ca khch hng. iu ny c ngha l bn
phi gii quyt n hoc nu khng, n s ph hng mt cuc bn hng ca bn.
Tuy nhin, rt nhiu s phn i l tr hnh, n gin n ch l mt k thut
thng lng tm cch gim gi m thi. Vy th bng cch no bn bit c
s phn i ny l thc hay tr hnh? Rt n gin! hy s dng cm t Nu m
V d:
Khch hng: Vng, ti thch chic xe hi ny, nhng rt tic, n li l mu
xanh
Nhn vin bn hng: D tha ng, nu m ti sn n theo mu sn a thch ca
ng. ng s mua chic xe ny ch ?
Khch hng: th , thc s l, trc tin ti phi hi kin b x ti
Nhn vin bn hng: Tt nhin tha ng . Ti hiu m. Nu m b nh cng rt
thch nh ng, th ng s mua n ch
TRANG 21
Khch hng: , ti cho rng gi c cn hi cao y

Nhn vin bn hng: , tha ng ti hiu, nu m ti gim gi 500USD? ng s
ng mua n ch
Khch hng: Ok, ti s mua ngay
Hi cu hi nu m cho bn nhn ra rng, mu sc v b v ch l phn i tr
hnh. Vn thc s y chnh l gi c.
C v rt n gin phi khng bn nh? Hy th i, bn s thy s tc dng ca n.
Mt khc hy nh c mt s phn i thc s khng th gii quyt thu o c.
Khng phi mi cuc thng tho u dn n mua hng. chnh l s th v
ca kinh doanh bn !
21. Lm bo gi
Nu cuc ni chuyn ca bn thnh cng v bn nhn c ngh bo gi

chnh thc v gii php/sn phm/dch v nh tho lun vi khch hng. Bn
hy hi khi no khch hng cn bo gi v hy bo m h nhn c n ng
thi im. Trong bo gi hy tp trung vo nhng iu tho lun vi khch
hng, hy nhn mnh vo nhu cu ca h v hy vit v nhng iu khch hng
phn nh tch cc & thch th vi s cho hng ca bn. Tt nhin ph thuc vo
loi hnh kinh doanh ca bn, hy lun c gng s dng ngn ng thng thng v
d hiu, trnh s dng cc ngn t qu thin v k thut, chuyn mn qu kh hiu
hay cc bit ng
Tt nht l hy s dng cc cm t rt tch cc m khch hng ni trong qu
trnh tho lun vi bn. Vic ny, s gip cho khch hng nh n tm trng phn
khch m h th hin.
TRANG 22
22. Hy sng to
Sng to l mt cng c gip bn c s khc bit so vi cc ng nghip v cc
i th. ng ngh theo cc quy lut thng thng. Hy ngh, lm th no bn c
th gip khch hng trong kh nng cao nht. iu ny c th to ra sn phm mi
hay dch v mi cho Cng ty ca bn. Khi bn c th chuyn giao thm mt t gi
tr trong sn phm/dch v ca mnh, khch hng s khng ngi v sn sng tr
thm mt t tin hoc khch hng s sn sng chn bn thay v i th cnh tranh
ca bn.
Bn c th s dng 6 phng php cc k n gin tng thm gi tr cho khch
hng.
(1) Phng php cng: a thm cc tnh nng mi vo sn phm/ dch v

mang li ch cho khch hng.
V d: du gi u 3 trong 1
(2) Phng php tr: loi bt cc tnh nng trong sn phm/dch v c hi cho
khch hng
V d: du n khng cha cholesterol, my git m khng gy n.
(3) Phng php nhn: nhn in hnh nhng th thnh cng ra hng lot.
V d: Chng trnh khuyn mi tng qu p dng ng lot cho mi phn
khc khch hng (sau khi p dng th thnh cng trong mt phn khc
no )
a ra mt sn phm mi thnh cng nhn rng mt lot cc sn phm cng h
vi sn phm mi thnh cng
TRANG 23
(4) Phng php chia: y l nguyn tc chia tr. Cng c chia nh, cng
d qun l, d s dng
V d:
- Chia nh trng lng sn phm, to s thun tin cho khch hng
- Mua l t ln v chia nh cc l, va ti tin khch hng, va d bn
(5) Phng php hon i: hon i to ra gi tr
V d:
- Cng ty bt ng sn i cn h cho ngn hng ly tin. Trong khi
ngn hng ang cn cn h thng cho cc Gim c ti nng nhm
gi chn nhn vin.
- Hon i cc ch tiu cht lng gia hai sn phm/dch v hin c to ra
mt sn phm mi/dch v mi. To s khc bit v c o trn th
trng.
(6) Phng php hn hp:
Kt hp mt vi nhiu phng php k trn tng thm gi tr cho khch
hng, to s c o v khc bit so vi i th cnh tranh.
23. Gi lin lc:
Lm sao khi khch hng cn sn phm/dch v l h nh n bn trc nht.

Hy m bo, bn lun gi lin lc vi khch hng tim nng cng nh khch
hng thc s ca bn.
TRANG 24
Hy gi cho h nhng sn phm mi/dch v mi v cc ngh thch hp.

iu quan trng nht y m bn cn nh l s thch hp. ng thng tin cho
h nhng th bn bit, l h khng cn. Lm nh th, ch gy lng ph thi gian
ca bn v thi gian ca khch hng. Nu bn a ra cc ngh cho hng ni
bt, hy gi in thoi cho h mt ln. Nu ngh cho hng ny thch hp v
khch hng quan tm, h s mua n. ng gi hai ln trong mt ngy, bn l
nhn vin kinh doanh ch khng phi l ngi bun da l. Lm phin khch
hng s chng c ch li g c. Khch hng cng c th ang tri qua thi k ti
chnh kh khn. Nhiu nhn vin kinh doanh khng gi lin lc vi khch
hng, bi v khch hng ny cha mua hng ln no c. H qun rng chnh
s lin lc cht ch c th gip khch hng bt u mua hng.
24. Khch hng cng l con ngi:
Nhiu nhn vin kinh doanh nhn khch hng nh l qun ch. S phn i
ca khch hng n gin l h ni No vi ngh ca bn, ch khng phi
bn thn bn. Khch hng cng l con ngi. H c th c nhiu l do
khng lm n vi bn, s thay i nh cung cp hin ti c th l mt ri ro.
Nu quyt nh i nh cung cp l sai, gy ra hu qu, h phi gii thch cho
Sp ca h. Do khi kinh doanh, bn hy m bo chc chn, khch hng
nhn c sn phm/dch v ng vi yu cu ca h. Cng chnh v iu ny,
bn cng m bo uy tn cho khch hng trong con mt ca Sp h. H s
khng bao gi phi hi tic khi chn sn phm/dch v ca bn v to quan
h kinh doanh vi bn.
TRANG 25
25. Ngi gc cng v ngi quyt nh:
Mi mt nhn vt quan trng m bn cn ni chuyn, thng s c mt hoc

nhiu gc cng. Gia bn v Ban quyt nh mua hng, c th c nhng ngi
nh: nhn vin, th k, cc b v, cc tr l, Ban Gim c, ngi c vn v
cc nhn vin khc..
Hy c tm hiu pht hin ai l ngi quyt nh v nhng ai l ngi lin
quan trong qu trnh mua hng. Cng vic ca nhng ngi gc cng l m
bo rng Sp ca h khng b quy ry bi cc nhn vin bn hng. ng ni
gin vi h, hy kt bn vi h. Bit tn, hi thm cng vic ca h, hy xin li
v gi in n h ln th x trong tun ny. Hy tng hoa nhn ngy sinh
nht ca h (nu bn cho rng vic ny c ch li). Sau , hy nh h sp xp
cuc hn gip bn, thay v ui bn ra khi cng. i khi chnh h cng gip
ngn chn cc cuc hn ca i th cnh tranh
26. Pht trin im c o bn hng ca bn:
USP: Unique selling proposition- im c o bn hng. Trc khi bn bn

sn phm/dch v cho khch hng, bn phi t bn cho chnh bn thn mnh
trc. C ngha l sn phm/dch v c hp dn bn thn bn hay khng.
TRANG 26
iu ny cc k quan trng khi sn phm/dch v ca bn nhn c v ging na

n nhng sn phm/dch v khc trn th trng.
Hy nhn chung quanh bn, c bao nhiu ca hng qun o, my lnh, in
t c im c o duy nht tht s?
Vn quan trng bn hng c hiu qu l iu m cc chuyn gia
marketing gi l USP Unique selling proposition - im c o bn hng.
Nu bn khng ch ra c iu g lm cho vic kinh doanh ca bn l c o
trong mt th gii cnh tranh thun tu, th bn khng th to ra cc n lc bn
hng thnh cng.
Vy chnh xc USP l g?
USP l s tuyn b & xc nh r rng: Bn l ai, bn lm g v bn khc bit
vi ngi khc nh th no. Nu bn khng hiu c USP, bn hy khai thc
USP ca cc Cng ty thng qua qung co ca h, v a s USP hay xut hin
trong cc khu hiu hay cc thng ip ca h.
nh v chnh xc USP ca bn, yu cu bn phi t kim tra nghim tc v
sng to chnh mnh. Mt phng php bt u thc hin, l hy phn tch
cch thc cc cng ty khc s dng USPs to ra li th cho h. iu ny yu
cu phi phn tch t m, cn thn cc qung co v thng ip marketing ca
h.
Nu bn phn tch iu h ni h bn, khng ch l cc c tnh ca sn phm
hoc dch v, bn c th bit c rt nhiu v cch thc cc cng ty t to ra
s khc bit gia h v i th cnh tranh
V d:
M gu kinh doanh v sn xut m n lin vi s chia s yu thng n
cng ng. Gu gn kt yu thng.
PNJ bn phong cch v ng cp thi trang, Charles Revson bn s hy vng.
Mt s hng hng khng bn dch v thn thin, trong khi mt s hng khc
bn dch v ng gi.
Neiman Marcus bn s sang trng, cn Wal-Mart bn s gim gi.
Mi mt v d trn ch ra mt ci mc USP, ngi ta treo chin lc
marketing trn . Mt doanh nghip c th gn USP trn cc c tnh sn
phm (product), trn c cu gi (price), trn chin lc v ni chn v phn
phi (place) v trn chin lc qung b (promotion). Cc chuyn gia
TRANG 27
marketing gi chng l 4Ps. Cc yu t ny c iu khin, c thit k

to cho doanh nghip c mt v tr trn th trng khc bit so vi i th.
Xin chia s cch thc bn khm ph USP ca bn v s dng n to sc
mnh bn hng.
Hy t t mnh vo i giy ca khch hng. Phn ln nhng ngi mi khi
nghip cm thy t hng th v yu thch sn phm/dch v ca h v qun mt
nhu cu ca khch hng. chnh l nhu cu m Cng ty phi tha mn. Hy
dng li, xem xt cc hnh ng hng ngy ca bn v kim tra k lng, thc
s khch hng mun iu g? Gi s bn l ch ca hng bnh ngt. Chc chn
khch hng n ca hng ca bn mua bnh ngt, nhng bnh ngt c phi
l tt c iu h mun khng? iu g lm cho h quay tr li lin tc v b
qua i th cnh tranh ca bn? Cu tr li c th l cht lng, s thun tin,
tin cy, thn thin, sch s, lch s hoc dch v chm sc khch hng chu o.
Hy nh rng, gi c cha bao gi l l do duy nht khin ngi ta mua hng.
Nu i th cnh tranh nh bi bn bng gi, do h ln v hng mnh hn
bn. Bn phi tm ra c tnh bn hng khc bit m n gii quyt nhu cu
khch hng. K tip l bn xy dng cc n lc qung b v bn hng xung
quanh c tnh ny.
Bn phi bit iu g, thc y hnh vi khch hng a ra quyt nh mua.
chnh l tm l mua hng ca khch hng.
V d: Cc cng ty sn xut v kinh doanh sa ti th trng Vit Nam bit rt
r cc tm l nh hng thc y s mua hng ca khch hng. Cc ng b v
B m mua nhng sn phm sa t tin (c bit sn phm ngoi ln gi lin
tc). H mua cc sn phm ny da trn tnh thng v kht vng ca h (con
s thng minh v mnh khe hn), ch khng n thun da trn nhu cu dinh
dng ca tr (Nu da trn nhu cu dinh dng th sa ngoi v sa ni chng
c khc bit g lm, trong khi gi c th cch bit cc k ln)
Cch thc to ra USP?
u tin, bn cn bit khch hng ca bn l ai, tm hiu su trong ngnh th
trng ca bn bit chnh xc khch hng h mong mun g? h thch v
khng thch iu g? Cch thc tiu tin ca h.
Nu xc nh ng iu khch hng mun v bn cung cp tha mn iu
, cui cng khch hng s hnh phc. H s quay li mua hng tip tc ca
bn. Bn cng phi bit i th cnh tranh ca bn. Xc nh h ang cung cp
nhng th g. Bn cng cn phi bit rt r v bn thn mnh. Bit r iu g
TRANG 28
bn c th lm, iu g l khng th. Hy tm ra iu g bn c th lm trong

khi i th cnh tranh khng th thc hin.
V d: bn c th giao hng vo ban m, trong khi i th th khng th.
Bn hy to ra USP, s dng n lm n by tc ng n cc yu t quan
trng trong kinh doanh nh: tng khch hng tim nng, tng t l mua hng,
tng s tin mua v tng t l lp li mua hng hoc t l gii thiu khch hng
mi cho bn.
V d mt s USP nh:
- Giao hng bnh Pizza nng hi, tn ni trong thi gian t hn 30 pht
Dominos Pizza.
- Ko socola sa ch tan trong ming, khng tan trong bn tay M&Ms
- Dch v t vn, o to n gin v Hiu qu tc th Cng ty Trn nh
Cu
- Gi r mi ngy Wal-Mart
27. Thu thp chng thc khen ngi
Mt trong nhng ti liu tt nht trong bn hng m bn s dng chnh l

cc chng thc v s khen ngi
Chng thc khen ngi l cch tuyt ho bn t marketing. Cc chng thc
ny gip bn tng tin cy trc khch hng, y l s chng thc khch
quan ca bn th 3. Bn khng cn phi n c ni rng sn phm/dch v ca
mnh l phi thng, l tuyt ho. c mt s ngi khc ni thay cho bn.
Hy s dng cc chng thc khen ngi ny trong cc ti liu marketing, trn
web, trong qung co, trong cc phng tin truyn thng, ghi n vo cardvisit,
TRANG 29
s dng n trong cc bi trnh by bn hng, trong khi in thoi nh l cc cu

chuyn thnh cng in hnh.
Bng cch no, thu c li chng thc khen ngi ca khch hng tha
mn sn phm/ dch v ca bn? Hy hi v nh khch hng gip.
Hy gi cho khch hng mt biu mu nh gi c phn trng ghi nhn xt
ca h. Tt nht l c hai hng mc, trc khi s dng v sau khi s dng sn
phm/dch v ca bn khch hng m t tnh trng/trng thi/tnh hnh ca
h thay i nh th no. y chnh l bng chng rt thuyt phc.
Cui biu mu nh gi bn hy ghi cu hi Bn c ng cho php chng ti
s dng tn v li nhn xt ca bn trn cc ti liu marketing khng? Km
theo hai trng Yes hay No khch hng nh du vo.
Phn ln khch hng rt thch bn s dng nhn xt ca h trong khi bn hng.
Ch li chng thc c tn ca khch hng th tt hn l khng c tn.
Cch khc, bn c th nh khch hng tha mn vit th khen ngi v gi
cho bn. Nu h qu mc bn, bn c th phng vn h qua in thoi, sau
hy son ni dung ca th chng thc. Bn hy gi cho h h xem xt chnh
sa v k xc nhn.
Hy m bo, bn lun lun xin php v c s ng ca khch hng
s dng cc chng thc ny trong qu trnh marketing v bn hng.
Tm li, li chng thc khen ngi hiu qu nn bao gm:
- Xc thc v ng tin cy. Li chng thc ni v cc li ch thc s m
khch hng thc tri nghim.
- S c o v khc bit. Ch mi li chng thc nn ch lm ni bt mt
li ch chnh. Nu khch hng cp n ba li ch thc s, bn hy c
gng chia thnh ba li chng thc. Sau hy s dng n ph hp vi tng
hon cnh trong khi bn hng.
- T nhin. ng li chng thc c du vt sa i. Hy gi nguyn ng
bn cht nhng iu khch hng ni hay vit (k c sai li chnh t)
- Chi tit v r rng. Li chng thc tt nht l khng c ni dung m h. N
nn c cc s liu, d liu chi tit v c th
- C tn v ni sinh sng ca khch hng
TRANG 30
28. Khch hng khng phi l thng - Khch hng l ngi yu

(Ngun: ni li yu vi khch hng - Quc D Minh).
Trong kinh doanh, ta thng thy cu ni ca ming ca mi ngi khch

hng l thng . V th mi ngi ra sc ly lng Thng , khng c
c ti vi Thng
Thc ra, Thng l t ch cc bc thn thnh. Thng em li hnh phc
cho con ngi, cu ri con ngi. Thng l ng vn nng, thn thng,
thu hiu vn vt. Chnh Thng l ngi sinh ra v tr ny, Thng i
din cao nht cho tr tu.
Khi ta coi khch hng l Thng , chng ta qu cao khch hng v h
thp thi qu vai tr v gi tr ca chnh bn thn mnh. V th chng ta c
tm l khng ng, khi cho rng ch nh s ban n ca Thng (khch
hng) th mi tn ti, lc no cng s st Thng khng vui, coi nh mt
khch hng. Thm ch, cc nhn vin kinh doanh mi vo ngh ch bit ly
lng khch hng bng cch tung hng, nnh b, d vy cng khng em li kt
qu n tng no.
Tht ra, khch hng l Ngi phm, h khng th thng thi, hiu bit thu o
vn vt nh Thng . H cng cn tho mn cc nhu cu ca mnh, h phi la
chn v ra cc quyt nh khi mua hng.
TRANG 31
Khch hng l con ngi, do h cn s quan tm v gip , h l ngi em

li li nhun cho Cng ty. H mong mun mua c sn phm dch v tt nht.
H cng mong i c bo v uy tn trong cc quyt nh mua hng. H khng
ham ci danh Thng c tung hng v quan tm i khi qu ng. H
thch cuc sng ca mt con ngi bnh thng. V mt tn gio, h khng dm
so snh mnh vi Thng , iu l s xc phm v phm thng.
Khch hng l con ngi 100%. H cn sn phm dch v cht lng tt cng vi
s phc v chu o ca bn. V vy khi hun luyn nhn vin, chng ta khng nn
cao qu mc v sng bi khch hng nhng cng khng th lnh nht vi h.
Chng ta cn p dng nguyn tc bnh ng, i bn cng c li. Chng ta cn ly
cch phc v c nhn tm p ng cc nhu cu ca h, k c yu t tm l.
Hy cung cp sn phm dch v bng cc im c o v khc bit (USP), to lp
mi quan h tt p, tr thnh ngi bn chn thnh v thn thit vi khch hng.
Nh th, khng th coi khch hng l Thng , vy chng ta cn c ci nhn
nh th no v khch hng? Theo tc gi Quc D Minh, chng ta cn coi khch
hng l Ngi yu. Ni tm li, ch c nhng nhn vin kinh doanh i i
khch hng mt cch chn thnh mi c th chim c nim tin vng chc ca
khch hng. Nhng nhn vin p ch yu trong lng mi nhn c s bo
p xng ng ca khch hng.
Nguyn tc thnh cng l nu ta mun hng th th trc tin ta phi cng
hin. Nu ta mun nhn c tin v nim tin ca khch hng ta phi chuyn giao
cc gi tr ch thc p ng nhu cu ca khch hng. chnh l lut Nhn Qu.
Tc gi Quc D Minh a ra mt cu chuyn cc k trit l nh sau:
Mt ln, mt Nhn s gp Cao tng Pht gio trn ng i. Nhn s mun nhn c
hi ni a vi Cao tng, bn ln ting: Ti thy ng trng ging nh ng
phn. Cao tng sau khi nghe lin mm ci v p li Ti thy ngi tht ging
c Pht. Nhn s rt c cho rng Cao tng s mnh. Nhng sau khi Nhn s
v n nh v k li cu chuyn cho ngi em gi. Nghe xong u ui cu
chuyn, c em gi bn ni vi anh mnh: Anh nhm to ri. Nhn s vi hi:
Anh nhm ch no? c em gi gii thch cho anh mnh Pht gio cho rng, ngi
ta thng ni ra nhng g trong tm bn thn mnh ang c, anh ni Cao tng
ging nh ng phn ngha l trong tm ca anh c phn, cn Cao tng ni anh
ging c Pht, thc t ngm th hin trong tm ca Cao tng c Pht, v th
Cao tng thng. V Nhn s nghe xong, st m hi ht, cc k sng s, t
mi khi gp Cao tng u t ra khim tn v cung knh.
TRANG 32
Cu chuyn ny cho thy, nu chng ta xem khch hng l Qu nhn v l ngi

yu, tm hn chng ta s cao thng v giu tnh yu thng. Nu ta coi thng
hay h thp khch hng, thc t l ta h thp nhn cch ca bn thn v th hin
mt tm l yu km. Thit ngh, nu chng ta em s nhit tnh v sn sng x
thn cho ngi mnh yu i i khch hng, khch hng lm sao c th khng
cm ng c bn nh? Cui cng chnh thi ca chng ta, ch khng phi sn
phm dch v chinh phc tri tim ca khch hng.
29. K thut cht sale
Mt trong cc giai on quan trng nht ca qu trnh bn hng chnh l vic
cht sale.
Cht sale bao gm cc hnh ng m nhn vin bn hng thc hin nhn c
s ng mua hng ca khch hng. C rt nhiu k thut cht sale trong bn
hng, n m t cc hnh ng m nhn vin bn hng thc hin nhm thuyt phc
khch hng a ra cc cam kt cn thit.
Cht sale c nh ngha nh l t du kt thc. Trong qu trnh bn hng, cht
sale c ngha l mt qu trnh c s dng, khin cho khch hng ra quyt nh,
bt k l Yes hay No. Thc s cht sale l qu trnh din tin logic cc
tng dn n quyt nh.
Bi l cht sale l qu trnh gip cho khch hng a ra quyt nh, nn bn phi
nh rng mi iu bn ni trong khi tip cn, trong khi thuyt minh v trnh by
u phi hng n vic cht sale. Hy nh quy tc ABCs trong qu trnh bn
hng cc k quan trng i vi thnh cng ca bn. ABC ngha l Always Be
Closing (lun lun phi cht sale).
Hy lm cho khch hng thch th v kht vng sn phm/dch v ca bn thng
qua s trnh by tuyt ho v nhit tnh, chc chn khch hng s ni cu yes.
TRANG 33
Do , vn quan trng l bn s dng cc cng c bn hng cho khch hng

thy r cch thc sn phm/dch v ca bn p ng hon ton nhu cu, gii quyt
cc vn v tho mn cc kht vng ca h.
Hy nh: cht sale tt nht bao gi cng l s trnh by xut sc, to cm xc v
y nhit tnh.
Mt trong nhng vn ln nht ca con ngi khi phi a ra cc quyt nh v
vn no , l hay hon li v chuyn sang ngy mai. V vy, nhiu th chng
bao gi c hon thnh.
Mt khc, con ngi lun lun s a ra quyt nh sai. Do chng ta s hon
li vic a ra quyt nh.
Rt nhiu ln, khch hng mun t hng sn phm/dch v ca bn, nhng v thi
quen trong qu kh, thng khng a ra quyt nh ngay, nn khch hng s do
d a ra quyt nh ti thi im bn kt thc trnh by bn hng.
Vn quan trng l khch hng phi a ra quyt nh bt k Yes hay No
bn quyt nh l cht sale hay b i, nu cn thit.
C rt nhiu phng php cht sale, sau y xin chia s mt s bn tham kho.
1. Cu hi ng thm d:
Cch d nht i vi khch hng l a ra cc quyt nh i vi cc vn
nh. y chnh l mc ch ca cc cu hi ng thm d. Khch hng s d
dng a ra mt chui cc quyt nh v vn nh so vi phi i din vi
cc quyt nh ln. Cc cu hi ng thm d cho bn mt tn hiu, liu khch
hng c quan tm v thch th t mua hay khng. N cho bn bit mc
st ca khch hng tim nng.
S liu thng k ch ra rng nu bn lm cho khch hng tr li Yes t nht 8
ln thng qua cc cu hi ng thm d, th bn s c c cht sale thnh
cng.
Khi hi cu hi ng thm d, hy lun lun gip khch hng ni Yes bng
cch bn hy gt lu ln - xung, khch hng s t ng gt u vi bn. Bn
tng bao gi t ni No trong khi bn ang gt u ln - xung c
khng?
S dng cc cu hi ng thm d trong khi trnh by ging nh bn ang i
trn ng thng qua cc n tn hiu giao thng. Khi n xanh, bn tip tc i.
Nu n bt , bn phi dng li.
TRANG 34
Ti lc n vng, bn s i vi s ch cn thn hoc dng li. Ti thi im

, c mt s thay i phi xy ra trc khi bn c th tin ln pha trc hay
dng li.
iu ny, hon ton tng t trong qu trnh bn hng (c bit giai on cht
sale). Mi cu hi ng thm d, tng t nh tn hiu n giao thng i vi
khch hng tim nng ti cht kim sot. Khi khch hng ni Yes (n xanh)
bn c th tip tc trnh by v tin n cht sale.
Ngay giy pht khch hng ni No (n ), bn phi ngng li, x l phn
i ca khch hng v sau hi mt s cu hi ng thm d. Nu khch
hng lin tc phn ng tiu cc vi cc cu hi ng thm d, hy rt ngn s
trnh by, kt thc mt cch lch s, nh nhn v ra i.
Hy nh rng , khi chng ta nhn thy tn hiu giao thng xanh hay , chng ta
bit rt r iu g phi lm. Nhng iu gy ra hu ht cc kh khn i vi
chng ta l khi n vng, th iu g ta phi lm. iu ny hon ton tng t
nh trong qu trnh bn hng. Khi bn sn phm dch v, ta nhn c tn hiu
t khch hng khng Yes cng khng No, iu ny khin chng ta khng
r lm th no l tt, chng ta ch thc hin nhng iu c th thi.
Khi khch hng phn ng vi cc cu hi ng thm d theo tn hin n vng
hoc do d, bn hy tin ln vi s ch cn thn, bng cch trnh by nhiu
li ch hn v hi thm cc cu hi ng. Bn hy vng tt c cc khch hng
tim nng ny s cm thy th v v tr li Yes vi mi s trnh by ca bn.
iu quan trng l bn hy lch s a h n im quyt nh, thm ch ngay
c khi quyt nh l No.
Ni s hi khi hi khch hng quyt nh mua l sai lm ln nht ca ngi bn
hng non tr. Hy nh rng mc d bn mun khch hng ni Yes th iu
quan trng l bn mun khch hng ni iu g .
iu cc k quan trng khi hi cc cu hi ng l bn phi c mt thi tinh
thn hon ton tch cc. Hy lun lun tin rng khch hng tim nng s mua
v ng bao gi nghi ng nh ca khch hng. Thi t tin ca bn s nh
hng n s t tin v thi ca khch hng trong khi a ra quyt nh.
V l y, bn hy gip khch hng tim nng cm nhn rng khng h c vn
g i vi bn bt k h mua hay khng ( l quyt nh ca h ch khng
phi l quyt nh ca bn). Bn hy gim nh s cng thng, nhng cng lc
y, bn phi lm tt c mi iu gip h thy sn phm ca bn s p ng
h nh th no.
TRANG 35
Rt nhiu nhn vin bn hng non tr phm sai lm cht ngi, khi hi cu
hi ng trong thi im khch hng tim nng c cm xc rt thp. Bn khng
nn lm nh th, cho n khi khch hng t n im cm xc cao.
V d trong khi trnh by, mi th bn ni v lm t lc tip cn n s cao
tit kim chi ph s gip bn a khch hng n im cm xc cao. iu ny
tng t nh ln ti nh ca cm xc. Tuy nhin, khi bn ni v gi c, khch
hng ca bn s rt xung im cm xc thp - n y ca cm xc.
Ti thi im ny, nhiu nhn vin bn hng non tr cht sale s gy ra ci cht
cho cuc bn hng. Trc khi bn c th cht sale hiu qu, bn phi a
khch hng tim nng quay tr li im cm xc cao. Cch tt nht thc
hin iu ny l s dng li xc nhn khen ngi ca bn th ba, bng cch v
ra mt bc tranh p v xem xt li cc im khao kht ca h.
C l mt trong nhng bi hc ln nht m nhn vin bn hng c th hc tp
l cch cht sale khng c p lc. p lc c cm nhn khi khch hng tim
nng ni No v sau nhn vin bn hng c gng cht sale ln na nhng
li khng a cho khch hng tim nng l do khc mua hng.
Khi khch hng tim nng ni No, thc s h ang ni rng Da trn cc
thng tin bn trnh by ny gi, ti chng c th v g c. Nhng, nu bn cho
ti mt li ch ng k m ti khng nhn bit, th ti s vui v thay i
kin. Bn hy nh, phi cho khch hng mt l do na mua hng trc khi
bn cht sale ln na.
Sau y l mt s mo quan trng cn nh khi bn cht sale
Cht sale vi thi tinh thn cc k tch cc, Hy tin khch hng s
mua v ng bao gi nghi ng nh ca h.
V vy, bn hy gip khch hng thoi mi bng cch h cm nhn
chng c vn g i vi bn, bt k h mua hay khng mua. Mi
ngi thch mua hngkhng ai thch b bn hng. Hy to ra Khng
kh mua hng thoi mi.
ng bao gi to ra p lc vi khch hng bng nhng cu hi trc tip
nh: Bn c mun n khng?
thnh cng trong cht sale, bn phi c nim tin chin thng. Bn
hng l trng thi win-win.
Lun lun nh rng Thm mt l do na mua hng
TRANG 36
Lin tc m bo vi khch hng rng h ang a ra quyt nh ng

thng qua vic mua hng.
Trong mi cuc trnh by bn hng, lun hi cht sale bng cc cu hi
ng thm d.
Sau mi ln a ra thm mt l do mua hng, hy lun hi cht sale
bng cch hi cu hi ng thm d mt ln na.
Vn quan trng khng h c s tch bit gia s thuyt minh v cht
sale. Chng s chy m t ci ny n ci kia.
S thoi mi. Trong giai on trnh by bn hng, bn c th lm cho
khch hng cng thng, lo u hoc thoi mi. iu ny ph thuc vo
thi v cm gic ca bn. Nu bn trnh by thoi mi, nh nhng, d
hiu, khch hng cng s thoi mi. iu ny s gip thit lp s t tin
v s tin tng.
m bo l hy s dng li xc nhn khen ngi ca bn th ba.
ng trnh by qu di dng v m h. hy nh rng Khch hng b
m h s khng bao gi mua hng.
2. Cht sale tng dn.
3. Cht sale mi dng th.
4. Cht sale ci cht t ngt.
5. Cht sale b i.
6. Cht sale tng hp cc li ch
7. Cht sale phng php Benjamin Franklin
TRANG 37
30. ngh s gii thiu
Nu bn hi cc chuyn gia bn hng kinh nghim: Ngun khch hng quan

trng nht l u?. Hu ht, h s tr li bn chnh l s gii thiu.
Chng c khch hng no gii thiu khch hng mi cho bn nu khng c
ng lc thc y.
Nu bn tin rng bn hng l to ra thu nhp th bn s bit rng: s gii
thiu l con ng quan trng to ra khch hng tim nng v khch hng
mi.
Vn quan trng l bn phi lun lun hi ngh s gii thiu. T l thnh
cng cht sale khi c s gii thiu l 60% so vi khng c s gii thiu.
Tht l khng may, rt t khch hng gii thiu khch hng mi cho bn nu
khng c s thc y, thm ch h rt thch sn phm/dch v ca bn.
Do , cng vi h thng cht sale v bn hng, bn cng cn phi c mt h
thng hi ngh s gii thiu.
Thng thng, mi nhn vin bn hng cho rng ch nn yu cu s gii thiu
ti im cui cng ca chu k kinh doanh (sau khi khch hng s dng sn
phm hay kt thc d n) hay sau khi cht sale. Tht ra, bn c th hi ngh
s gii thiu ti cc thi im trc, trong hoc sau khi bn, ph thuc vo tnh
hung ca bn.
Rt nhiu nhn vin bn hng cm thy lo lng, khi hi ngh khch hng gii
thiu. Tht ra, nu khch hng hi lng v c tri nghim tt vi bn, h s lun
lun vui v gii thiu cho bn tn ca nhng khch hng tim nng (nhng
ngi c th cng s c li ch nu s dng sn phm/dch v ca bn).
TRANG 38
Hi ngh s gii thiu cn c nu kt hp trong qu trnh bn hng. Hy

xem iu ny nh mt bc cng vic trong qu trnh bn hng. Bc u tin
trong qu trnh hi ngh gii thiu l bn phi vt qua ni s khi hi khch
hng. Hy nh rng, hu ht mi ngi u thch gip ngi khc (nu
khng c bt k s thit hi no i vi h).
Mt cch kh d dng, yu cu s gii thiu thm ch trc khi bn cht sale
l nu bn nm ly c hi bn cho khch hng hin ti dch v c bit khc
thng ca bn. Hy th s dng on cu ni sau: Mc tiu ca ti khi kt
thc qu trnh bn hng ny l bn s rt hi lng vi dch v v gi c ca
chng ti. Chng ti lun mong mun bn s tr thnh ngi ng h chng ti,
thng qua vic gii thiu khch hng khc. chnh l cch m doanh nghip
chng ti pht trin lu nay. Do , chng ti lun lm vic tch cc v chm
ch m bo rng bn s thch th v hi lng vi qu trnh bn hng v sn
phm ca chng ti. Hoc bn hy th cu ni rt chn thnh sau: Ti khng
sng nh bt k mt cuc giao dch no. Thc s ti sng nh ch yu vo s
gii thiu khch hng mi t bn v t khch hng c. Ti s khng nhn c
s gii thiu nu bn khng hi lng. Do , nu bn hi lng vi dch v
ca ti xin bn vui lng gii thiu bn b cho ti nh.
Hy t nhc nh bn thn mnh rng, iu ti t nht trn i ny c th xy ra
vi bn cng lm l khch hng ni No m thi.
Chng c g l kinh khng, chng mt g phi khng bn? Hy hi c s gii
thiu nh l mt phn trong cng vic d n. Hu ht cc d n u c bui
hp kt thc chuyn giao khch hng, chnh l thi im tuyt vi hi xin
s gii thiu.
Thm ch bn c th s dng kch bn hi ngh s gii thiu. Khi hi hy
trung thc, chn thnh v thng thn Ti thc s vui mng v bn hi lng vi
cng vic ca chng ti. Ti nh gi rt cao nu bn vui lng gii thiu tn
ca ti cho bt k ai c quan tm n sn phm/dch v ca ti. Xin chn thnh
cm n. S dng kch bn ny ngay khi khch hng nhn c mt s kt qa
ban u t n lc ca bn.
Bn c th s dng cng thc khc: Ti rt vui v bn hi lng vi cng vic
ca chng ti. Ti lun lun tm kim s gii thiu, xin bn vui lng gii thiu
ai c th quan tm n sn phm/dch v ca chng ti. Sau khi ni, bn
hy dng li v nghe iu khch hng ni. Mt s khch hng s cho bn tc
th mt s tn khch hng tim nng. Mt s, s ni Ok v khng a thm
thng tin g c. Mt s s ni No, nhng khng sao bn , t nht l bn cng
th ngh xin gii thiu l tt ri.
TRANG 39
Hy ch ng bao gi bn hi ngh gii thiu khi ang a ha n tnh

tin bn nh.
Mt thi im rt tuyt vi na khi hi ngh gii thiu, l lc yu cu khch
hng xc nhn li khen ngi cho Cng ty ca bn.
Bn cng hi nhiu v ngh xin gii thiu, bn s nhn cng nhiu c hi
kinh doanh mi. ng ni s hi v xu h ca bn, ngn cn s pht trin
c hi kinh doanh ca bn.
Hy lun lun thc hnh bn nh, bn s tr nn ngy cng chuyn nghip.
TRANG 40
Kt Lun
Trn y l 30 b quyt nh rt n gin nhng cc k ch li trong hot ng bn
hng. Khi p dng cc b quyt ny cc bn hy la chn s dng ph hp vi
tng hon cnh c th.
Cc bn khng phi tin nhng iu ti vit, nhng bn hy tin nhng iu bn
khm ph ra sau khi p dng 30 b quyt ny.
B quyt no thc s em li kt qu cho bn sau khi p dng, bn hy tin b quyt
, hy tip tc s dng, hy hun luyn v chia s cho i ng bn hng ca bn
cng nhau gt hi kt qu.
B quyt no khng em li kt qu, bn hy ci tin n v b sung thm cc b
quyt khc cho bn.
Cc b quyt ny mi ch cp n kha cnh hot ng bn hng, gp phn tng
li nhun cho Cng ty.
tng li nhun v pht trin bn vng trong Cng ty, bn cn p dng h thng
"Qun L Li Nhun Ton Din - Total Profit Management". H thng ny
gip bn tp trung qun l v kim sot cht ch mt cch ng b 5 yu t chin
lc sau:
1. Tng khch tim nng (tng lng khch hng tim nng bit n sn
phm/dch v ca Bn)
2. Tng t l mua hng ( bin khch hng tim nng tr thnh khch hng
thc s ca Bn)
3. Tng gi tr n hng (tng s tin khch hng mua trn mt n hng)
4. Tng s ln khch hng lp li mua.
5. Tng t l li nhun trn doanh thu.
Nu Bn mun s hu y cc b quyt tng li nhun v pht trin bn vng
cho Cng ty lin quan n 5 yu t nu trn v cc kha cnh hot ng cn li
trong t chc nh Marketing, mua hng, Thit k v pht trin sn phm mi,
qun l sn xut, trin khai dch v, qun l kho... Xin mi Bn tham gia kha o
to:
TRANG 41
H Thng Qun L Li Nhun Ton Din - Total Profit Management
Chng trnh ny t chc 22 kha, hn 700 Lnh o tham d.

Hy lin h ngay vi chng ti:
MBA Trn nh Cu HP: 0913 918 854
Mail: trandinhcuu@tuvan999.com
TRANG 42

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