Phn 1 Lm th no tng hiu qu ca b phn bn hng? (Phn u) Lm th no tng hiu qu ca b phn bn hng?

g? (tip theo) Lm th no "kch hot" mng li i l? Bn chu - con dao hai li! Mi hai nguyn tc quan trng trong bn l (Bi 1) Bn hng cho nh sn xut v mi gii trung gian - i iu cn lu Gi cao nhng vn t hng Thu ht khch hng vi bng hiu kinh doanh c o 10 phm cht cn c ca mt chuyn gia bn hng chuyn nghip Lm th no tm v bn hng cho th trng mc tiu ca bn? Ti liu bn hng- vit nh th no? Lm th no bn c hng trong 60 giy? Vn may ca nh bn l Bn c bit thuyt phc khch hng? Ba bc bn hng thnh cng Bn b quyt bn hng 5 siu b quyt bn hng Su b quyt gip bn chm sc khch hng tt nht By iu nn trnh khi gp khch hng Bin khch hng kh thnh thn Bit khi no ni "ng " v khi no ni "khng" Lm th no bit c nhu cu ca khch hng tim nng 6 k nng gii thiu bin ngi nghe thnh khch hng Phn 2 Su b quyt gip bn chm sc khch hng tt nht 7 b quyt to nn phong cch phc v khch hng 7 iu trnh ni vi khch hng 7 thi quen ca ngi bn hng km thnh cng 8 cch cho hng trc tuyn khng th t chi 8 cch cho hng trc tuyn khng th t chi 9 li khuyn bn c nhiu hng nht Mi b quyt vt qua ni s ca vic bn hng 10 phm cht cn c ca mt chuyn gia bn hng chuyn nghip 10 sai lm ph bin nht trong hot ng bn hng 10 siu quy lut bn hng 5 b mt bn hng Thnh cng vi nhng li gii thiu bn hng. Chun b v Bo m Nhng d liu bn hng lun cn thit. Tm hiu k lng v khch hng ca bn p dng cng thc B.L.A.S.T trong vic gii quyt nhng than phin ca khch hng Bn c bit cch ly lng khch hng qua in thoi? Bn c bit thuyt phc khch hng? Bn i x vi khch hng nh th no? Bn hng cho nh sn xut v mi gii trung gian - i iu cn lu 1

3 3 6 8 10 13 17 19 25 27 29 30 32 36 38 45 46 46 47 48 50 52 53 54 56 57 58 60 61 63 65 68 68 70 73 75 77 78 80 81 82 83 86 88 90 91

Phn 3 K nng phc v khch hng Cnh ca dn n tng lai cho cc nh bn l "c nhn tm" trong giao tip vi khch hng To Dng Doanh Nghip T Lng Trung Thnh Ca Khch Hng Lm th no t c mt cam kt mua hng ca khch hng tim nng Lm cho khch hng ng vi bn. y l VOC-Ting ni khch hng! Phn 4 Dy nhn vin bn l c c n ci ca khch hng Sau y l mt s yu t cng ty bn c c n ci ca khch hng: D dng v thun tin - b quyt gi chn khch hng to thin cm cho khch hng... ng ni vi khch hng rng... c khch hng yu mn chnh l bn thnh cng trong kinh doanh Phn 5 Hiu khch bn c hng Khch hng mong mun g sn phm ca bn? Khch hng - nhng nhn vin bn hng siu vit! C no cng "vt" bn c dch v d dng hn Lm Website n gin tng c hi bn hng K nng thuyt trnh cho bn hng Kim tra ch s IQ trong Bn hng v Marketing Lm th no bn c hng trong 60 giy? Cu hi gi m vn (Open-ended prompting questions) Lm th no phc v tt cc khch hng kh tnh? Quy trnh 5 bc: Lm th no tng hiu qu ca b phn bn hng? (Phn u) Phn 6 Lm th no tng hiu qu ca b phn bn hng? (tip theo v ht) K hoch c th tin hnh chng trnh tng doanh s bn hng Lm sao tip xc c vi khch hng? Lm th no tm v bn hng cho th trng mc tiu ca bn? Lm th no tr thnh mt chuyn gia trong nhn thc ca khch hng? Li th ca Hnh thc Bn hng trc tip Mun mt cho hng ... nhng cu chuyn l th Ngh thut m phn gi vi khch hng Nhng Ngi Khng L trong lnh vc bn hng Phn 7 Nhng nguyn tc tr thnh ngi bn hng hng u (Phn I) Li khuyn t chnh nhng ngi bn hng thnh cng Ngh thut m phn gi vi khch hng Nhng quan nim sai lm v ngh bn hng Bn c bit cch qun l chin dch bn hng? Ti liu bn hng- vit nh th no? 2

93 93 94 94 94 94 94 94 94 94 94 94 94 94 94 94 94 94 94 94 94 94 94 94 94 94 94 94 94 94 94 94 94 94 94 94 94 94 94 94 94 94 94 94 94 94 94

Tng doanh s bn hng ch trong 30 ngy Thay thi ...gi khch hng! Thu ht khch hng vi bng hiu kinh doanh c o Thu ht khch hng - vn ca doanh nghip Tm kim nhn vin bn hng nh th no? Vit th tr li khch hng nh th no?

94 94 94 94 94 94

Phn 1
Lm th no tng hiu qu ca b phn bn hng? (Phn u) Tc gi:Tng Anh Trong iu kin cnh tranh ngy cng gay gt nh hin nay, nhiu cng ty dn dn nhn thc c rng b phn bn hng cn c t ti tm im ca s ch . c bit cc lnh vc m nhu cu ca ngi tiu dng thay i lin tc, nh cng ngh thng tin, bo him, ngn hng, th vic qun l b phn bn hng hiu qu cho php tng doanh thu v nng cao gi tr cng ty ln ng k. y, kh nng p ng y cc i hi ca khch hng chnh l li th cnh tranh quan trng nht. Kinh nghim cho thy rng, tnh hiu qu ca b phn bn hng c th c y mnh rt nhanh chng nh chng trnh tch cc hnh thnh nn nhng k nng, h thng lp d n, h tr, thc y v qun l mi da trn 3 iu kin sau: iu kin 1. Hng ti s tha mn nhm khch hng hp dn hn c. Bn hy th hnh dung tnh hung sau. A l khch hng tim nng, mua hn 10 triu USD/nm v ang tm kim nh cung cp cho hng sn xut mi. B tng l khch hng ln, nhng hin nay ch mua 100 ngn USD/nm v kh c kh nng t hng nhiu hn. Gim c b phn khch hng phi mt 3 ngy mi thng lm vic vi B (2 bn c quan h rt tt) v ch c ngy tip khch hng A (2 bn mi ch quen bit nhau cha lu). y l v d in hnh v s yu km trong vic sp xp lch lm vic vi khch ca b phn bn hng, khi nhn vin tp trung vo nhng khch hng t quan trng ch bi v lm vic vi h d dng hn. thay i tnh trng ny, lnh o trc ht phi xc nh cn bn hng cho nhng khch hng no v mi khch hng cn c phc v ra sao. i vi nhiu cng ty th chnh sch bn hng c p dng chung cho tt c mi i tng khch hng khng cn tc dng, nhng vic thay i c cu v t chc li b phn ny li lun gp tht bi, v cng ty phc v khng ng i tng hay khng s dng ng phng php cn thit.

Cc cng ty hot ng trong lnh vc dch v, chng hn nh bo him, cng cn xc nh s bn hng cho i tng khch hng no v s bn nh th no. Ngi tiu dng ngy nay ang tr nn thng thi v kh tnh hn trong vic chn la cc sn phm ti chnh, ng thi sn sng xem xt cho hng ca nhiu nh cung cp khc nhau. V d, mt hng bo him bng pht hin ra s st gim doanh s bn hng, trong khi cc sn phm vn gi c cht lng cao, n nh. Vn ch cng ty ny p dng chnh sch ng u cho mi ngi v th phi nhng bc cc i th bit chia khch hng ra tng nhm nh v thm ch a ra nhng cho hng ph hp vi nhu cu c nhn ca mt s khch hng. Phn tch tnh li nhun ca tng nhm khch hng, cng ty ny mi git mnh khi bit rng nhiu sn phm ca h khng h c li, mt vi sn phm thm ch cn gy thit hi trc tip cho cng ty. Kt qu l lnh o cng ty quyt nh hng s ch nhiu hn n nhng nhm sn phm em li li nhun nhiu hn c, ng thi gim chi ph u t cho nhng sn phm khng sinh li. iu kin 2. Hun luyn k nng bn hng cho cc i l v nhn vin Khi chin lc bn hng c hnh thnh, bn cn bt tay vo vic hun luyn k nng bn hng cho cc i l v nhn vin h c th thc hin ng nhng yu cu ca chin lc . Tnh chuyn nghip v s hiu bit cng vic bn hng ca nhn vin c bit quan trng i vi nhng cng ty phc v cc nhm khch hng ging nhau v cho bn nhng sn phm tng t nh nhau, v d trong lnh vc ngn hng, bo him v luyn kim en. vic hun luyn nhn vin t c hiu qu cao nht th bn cn t chc h thng qun l cho tng phn on cng vic, sp xp cc bc tin hnh, ng thi theo di s pht trin ca nhn vin b phn bn hng. Nhng cng ty ln lun pht trin nhn vin ca mnh trong sut qu trnh hat ng ca h, bi chnh l c s gii quyt 5 nhim v ch yu sau: 1. Xc lp nhng k nng cn thit. Vn chung thng gp nhn vin bn hng chnh l: nm vng rt nhiu kin thc v cc ch s k thut ca sn phm, nhng h li khng bit ch xc iu g c khch hng quan tm nhiu nht, hoc h khng bit cch thc truyn t nhng thng tin ny n khch hng. Bc u tin xa s mt cn bng ny l kim ton cc k nng v ch ra nhng gi tr quan trng i vi khch hng, nhng k nng no c v iu g cn b sung thm. V d trong thi i my tnh ngy nay, i hi u tin i vi nhn vin bn hng l phi c s hiu bit su rng v chin lc kinh doanh ca ngi tiu dng. Nhng nh cung cp truyn thng chuyn v lp t h thng my tnh iu khin t trung tm, nh IBM chng hn, lun n lc pht trin k nng ny tt c nhn vin bn hng ca mnh.

2. u t vo vic thu ht v hun luyn nhn vin. Mun c c b phn bn hng lm vic hiu qu th bn s cn phi c nhng ng vin ph hp t chc mng li i l. Cc cng ty ln lun vch ra tiu chun r rng v kht khe i vi nhng ng vin ny. Trc khi c tuyn dng, h phi vt qua hng lot cc bui phng vn kh khn. Sau l chng trnh hun luyn v cch bn hng v cc k nng khc. Vic ny mang li s tin trin tch cc cho cng ty: nhng cng ty nhanh chng bin lnh mi tr thnh ngi bn hng chuyn nghip s ngy cng thu ht c nhiu ng vin gii. Chng trnh hun luyn cu th, i khi s bin vic li ko ng vin gii tr thnh nhim v phc tp, cha k nhng ngi c tuyn dng cng s sm ra i. 3. o to nng cao cho cc nhn vin c kinh nghim. Thng thng, s ch i vi nhn vin mi b gii hn bi nhng kin thc mang tnh c s. iu ny c bit ng trong lnh vc kinh doanh vi lng nhn vin thay th cao, v d cc cng ty bo him thng hay tp trung vo vic thu ht cc i l v nhn vin mi ch khng phi l chm sc cc nhn vin c. Kt qu l nhng nhn vin bn hng c kinh nghim mt dn s hng th v ng c lm vic, h dn b i hoc s lm vic km cht lng, dn n vic lnh o phi tuyn dng thm ngi. V vy, lnh o lun phi bit dnh s quan tm cn thit cho cc chng trnh hun luyn v h tr di hn i vi nhn vin ca mnh. 4. Ti u ha thi gian tip xc vi khch hng. Nhn vin bn hng hay than phin rng h khng c thi gian tip khch hng. Nhiu cng ty phi rt ngn thi gian lm vic hnh chnh xung n mc thp nht. Cc h thng i hi thc hin bng cc biu mu phi c ti u ha, v nu c th th t ng ha. Bn cnh , lnh o b phn bn hng cng cn gip nhn vin vic tip xc vi khch hng c hiu qu bng cch chun b cc ti liu qung co cht lng hn, cha ng nhiu thng tin hn, hng mu y hn, ln k hoch chi tit cho cc cuc gp g 5. Lp h thng khen thng vi quyn li ca khch hng c t ln hng u. Phn thng cho nhn vin bn hng c xc nh bi chnh nhng hnh vi v li x s ca anh ta trong cng vic. i lc ch thng li hng nhn vin n vic hon thnh mc tiu trong thi hn sm nht, nu l thng v hon thnh k hoch nm hay khi t mc li nhun no . Trong trng hp ny, nhn vin bn hng s n lc tm cch nhanh chng t mc tiu ra m c th xem nh quyn li lu di ca khch hng. V th, nhiu cng ty bt u ch n cc ch s di hn ca s tha mn khch hng. V d, cc cng ty bo him, li nhun ph thuc trc tip vo s cn bng gia tin thu c t vic bn bo him vi cht lng phc v khch hng. y, yu t th nht cn thit nhn vin lm vic tch cc hn, trong khi yu t th hai nhm mc ch gi chn nhng khch hng c sn.
5

Vic a vo nhng nhn t trn y to nn tng cho s thay i hot ng ca b phn bn hng, nhng khng th chim c l tr v tri tim ca nhn vin- cha kha nng cao tnh hiu qu ca b phn ny. (Dch t The McKinsey Quarterly) Lm th no tng hiu qu ca b phn bn hng? (tip theo) Tc gi:Tng Anh Trong iu kin cnh tranh ngy cng gay gt nh hin nay, nhiu cng ty dn dn nhn thc c rng b phn bn hng cn c t ti tm im ca s ch . c bit cc lnh vc m nhu cu ca ngi tiu dng thay i lin tc, nh cng ngh thng tin, bo him, ngn hng, th vic qun l b phn bn hng hiu qu cho php tng doanh thu v nng cao gi tr cng ty ln ng k. y, kh nng p ng y cc i hi ca khch hng chnh l li th cnh tranh quan trng nht. iu kin 3. m bo thc hin chng trnh thay i mt cch hiu qu Thc hin chng trnh thay i ny l mt vic kh khn. B phn bn hng thng rt ng nhn vin. Nu bn ko h vo nhng cng vic phn tch, hay gii quyt nhng vic giy t khc th s khng kt qu, trong khi bn li khng t c mc tiu ch yu l hon thnh ch tiu bn hng. Mt chng trnh hu hiu cn da trn 2 yu cu: s ng h v gip sc ca lnh o, v vch ra c hng i r rng v nht qun. Tranh th s ng h trong cng ty Lnh o cng ty cng nh gim c b phn cn th hin s ng h c v tinh thn v vt cht nh tuyn truyn, qung b v tc dng ca chng trnh ci cch ny, ng thi khen thng kp thi khi chng trnh ny bt u gt hi thnh cng. Tuy nhin, y c mt iu ch khc: cc gim c bn hng c th cm thy khng thoi mi lm khi thy vai tr ca mnh trong b phn gim i v kt qu hot ng ca b phn ny ngy cng t ph thuc vo quyn hn ca mnh. V th, lnh o cng ty cn h iu hnh chng trnh ny. Nhng ngi khng th lm vic trong mi trng mi cn phi thay th nhanh chng v dt khot, bng khng h c th gy ra trc trc cho c k hoch ca bn. Chim ly l tr v tri tim ca nhn vin bn hng l vic kh nht, nhng khng phi l vic bt kh thi. Bn hy c h t gii quyt ly nhng rc ri ca bn thn- h thng bit r cc vn , nhng h ch khng c c hi hay ng lc lm vic m thi.

Mt trong nhng vic rt nn thc hin trong chng trnh tng doanh s bn hng l cng ngh t ph: tp trung kin v chnh nhn vin ca b phn bn hng son tho nhng gp , nhn xt i vi nhim v c giao, tm ra v loi b nhng iu cn tr vic y mnh doanh s cng nh tng cht lng phc v khch hng. Cng ngh ny cho php gii quyt nhng vn nh nh khng thi gian tip xc vi khch hng. Li khuyn bn thu thp c c th l gim thi gian lm nhng cng vic giy t, phn b li khch hng gia cc i l tit kim thi gian i li Vi nhng vn kh khn hn nh ti u ha h thng thu ht v hun luyn nhn vin, th vic huy ng tr tu tp th t ph hp hn. Tuy nhin cng ngh ny vn c th vn dng hiu qu khi ly tng thc y qu trnh ci t. m bo sao cho vic thc hin lun c s nht qun Phng php tt nht m bo hng i ng n ca chng trnh l to ra c nn tng c a s ng tnh, th hin c nh hng ca nhng ci cch i vi kt qu cui cng l tng doanh s bn hng. V d, giai on u l so snh cc ch s bn hng ca cc cng ty ang thc hin ci cch vi nhng ch s ca i th ri i n kt lun v nguyn nhn ca s thua km, t ra c s cho chng trnh. Ngoi ra, mt phn khng th thiu ca vic phn tch ny l nh gi li nhun m tng sn phm, cng nh tng nhm khch hng mang li, sau a ra cc ch s tt nht cho tng khu vc. Khi xy dng chng trnh ci cch da trn cc yu t c th, lnh o s gt b c tnh mc cm tnh l ca mt s nhn vin hay i l. K hoch c th tin hnh chng trnh tng doanh s bn hng K hoch ny thng bao gm 5 bc sau: Bc 1. Chun b. Nhim v giai on ny ly thu thp d liu, thng tin, so snh tnh hiu qu ca b phn bn hng ca cng ty bn vi cc i th cnh tranh, tp hp nhn s cho d n v tin c ngi ng u. Trong qu trnh chun b cn xc nh nhng vn chnh yu lin quan n vic t chc qu trnh bn hng, ng thi tin hnh cc thay i hng n s ti u ha qu trnh . Bc 2. D n th im. Trong khi thc hin d n th im, nhng ci cch a ra (gim cng vic giy t, phn b li thi gian ca nhn vin) cn c th nghim ti mt vi im bn hng. Vai tr ch yu ca d n th im ny l chy th qu trnh mi v chun b trin khai k hoch tt c cc im khc. Bc 3. Trin khai. Vic ny thng tin hnh theo cc chu k khong 6- 8 tun. Trong giai on ny, nhn vin bn hng s t lp ra k hoch lm vic cho mnh theo yu cu
7

hng n vic tng hiu qu ca mi cng vic, hot ng nhm t c cc ch s doanh thu. Bc 4. Kim tra nh k. y l vic khng th thiu theo di kt qu thc hin chng trnh, cng nh thi ca nhn vin. Yu t then cht trong giai on ny l s n gin, thng hiu tnh hnh v s v t, cng bng ca h thng gim st. Bc 5. Cng c kt qu. Hot ng ny c tin hnh thng xuyn da trn vic xy dng cc h thng h tr nh tuyn dng, o to v bi dng nng cao k nng cho nhn vin, h thng thng tin v hnh chnh Kt lun Kt qu ca chng trnh thc y bn hng thng l tng lng hng bn ra t 15- 25% ty thuc vo lnh vc hot ng ca cng ty, ng thi nng cao vai tr ca b phn bn hng v ci thin dch v khch hng. Ngoi ra, vic thc hin chng trnh ci cch tng chng n gin ang bin thnh mt yu cu cn thit i vi doanh nghip hin nay: trong tng lai khng xa, tnh hiu qu ca b phn bn hng mi chnh l con t ch bi trong cuc cnh tranh gia cc doanh nghip. (Dch t The McKinsey Quarterly) Lm th no "kch hot" mng li i l? Tc gi:Thu H khuyn khch v thc y s nng ng v tnh hiu qu ca mng li i l, bn c rt nhiu cch: h gi bn, tng thng, t chc thi ua gia cc i l, o to nhn vin cho i l, t chc nhng chng trnh c bit dnh ring cho cc i l Tht kh khng nh bin php no l u vit nht, bi v vic la chn bin php no cn ph thuc vo mc tiu, nhim v v kh nng ca cng ty. L tng nht l s phi kt hp hi ho gia cc bin php . Liu gim gi c phi l chic cha kho vng? a s cc doanh nghip thng chn cch n gin nht l a ra chnh sch gi c, ngha l gim gi km theo chng trnh thng. Phi tha nhn rng y l cng c khuyn khch ph bin nht, li thng t hiu qu mong mun nht. Nhn bn ngoi, chuyn ny cng kh hp l v d hiu: gi thnh cng thp, cc i l cng d bn, theo khon chit khu cho h s cng cao. Nhng y ch l ci nhn bn ngoi. Vic h gi bn cho i l ny ging nh tm huy chng, lun c hai mt. Ngay t giai on ln k hoch tin hnh chng trnh ny, nh sn xut cn hiu r mc tiu ca mnh c th chn ra bin php kh thi nht. - Nu mc tiu cng ty t ra l tng th phn, trong khi sn phm cn t thng dng v nhn hiu cha ni ting, th chnh sch gi l mt trong nhng la chn hiu qu nht.
8

- Nu cng ty mun tng li nhun trn mi n v sn phm th nn thn trng vi phng n gim gi cho i l. Tt hn c l phn tch, cn nhc v iu tit nhng chi ph cn thit ca ton b dy chuyn sn xut. - Nu cng ty ch l lnh mi nhng li t t cho mnh nhim v phi lt vo nhm dn u trong th trng, vic h gi cho i l l bin php thuyt phc nht gi mi quan h hp tc. iu ny m bo sn phm ca cng ty c tun chy mnh m qua cc knh phn phi v m bo s d dng n tay ngi s dng cui cng. - Nu cng ty ch trng vn thc hin nhng iu kin v gi c cc knh phn phi ti cc vng xa th h cn c bit ch khi s dng bin php h gi cho i l. Trong trng hp khng t chc c b my gim st s thc thi gi bn cui cng (n tay ngi tiu dng), mi ln gim gi c th s l mi e do thc s i vi cng ty: n ph hng s cn bng gi trn th trng, gy ra mu thun gia cc i tc Cc cuc thi ua nht c lng tin Nhng nm gn y, cng c hu hiu hn c thc y cc i l lm vic l t chc thi ua gia cc i l, cc cng ty i tc, gia nhn vin ca cc i l Cc cuc thi nh vy rt c ngha, nht l khi cng ty ang phi i din vi mt trong nhng mc tiu sau: - Tng lng hng bn ra; - Gi vng thng hiu; - Pht trin cc chng loi hng; - M rng phm vi hin din ca sn phm trong ca hng; - Thc y nhn vin ca hng gii thiu sn phm cho ngi tiu dng; - Chn lc i l: i l tt nht s c quan tm v u t nhiu hn cc i l khc. Trc khi thc hin cc cuc thi, cng ty nn xc nh mc tiu v ghi chp tt c nhng iu kin tin hnh. Thi gian s ko di trong bao lu? Thnh phn tham gia gm nhng ai? C bao nhiu ngi? Cc thnh vin ca cuc thi phi m bo bn lng hng ti thiu l bao nhiu? Cc ch s khc cn phi t c l g? Th tc nh gi v c ch trao gii thng th no? Phn thng l g? n v no s ti tr chi ph i li cho cc i l xa? Nhng cu tr li phi tht minh bch, r rng v d hiu i vi tt c mi thnh vin tham gia. Cc cuc thi ua c th c chia lm 3 dng tu theo thi gian tin hnh: - Ngn hn - 1 thng, nu cuc thi c t chc cho cc cng ty i tc vi mc ch tm nh cung cp tt nht. - Trung hn - n 3 thng, nu l cuc thi t chc cho nhn vin ca cc nh cung cp hay nhn vin ca chnh cng ty. - Di hn - n 1 nm, nu cng ty cn lm s kt hoc a thng tin v tng giai on ca cuc thi, hay mun tuyn dng v tng thng theo tng giai on. Cu hi t ra l, phn thng s nh th no? Tng g tt hn- tin mt hay hin vt? Quyt nh cng khng kh khn lm: nu gii thng l mt khon tin ln th qu l l tng, ngc li, phn thng nn c thay bng nhng hin vt. Mt cch thng khc
9

ang rt c a chung hin nay l ti tr cc chng trnh o to nng cao (c th nc ngoi) cho ngi thng cuc. y l tng phm thng minh, bi sau cng ty s c thm nhng nhn vin gii, c trnh chuyn mn cao, lun trung thnh v ht lng lm vic. Vic trao gii thng hay bng khen, giy chng nhn, huy hiu phi c thc hin trang trng trc s chng kin ca ng o nhn vin, cc i l khc, c th c mt s t chc a phng v nht l ngi tiu dng. iu ny th hin cng ty trn trng v nh gi cao thnh qu ca cc nhn vin v i l, mt khc li mang ngha tm l tch cc vi cc thnh vin tham gia. Nhng bin php khuyn khch hot ng ca cc i l: - a ra gi c li cho i l; - a dng chng loi hng ho cng nh a dng gi c; - Gim gi v tng cc ch khen thng; - H thng phn phi thun tin; - Dch v cung cp hng, t vn, lp t thit b min ph; - Chuyn cho i l nhng i tc cng ty c; - S n nh trong vic cung cp hng; - iu kin chi tr d dng; - T chc cc cuc thi bn hng; - C phng php lm vic n gin nhng chuyn nghip; - Nhn vin b phn cung cp c trnh , ng thi c thi kho lo, n cn trong khi giao dch; - H tr v qung co: kh nng cho ng qung co min ph hay tham gia vo chng trnh qung co, m bo cho i l nhng vt liu qung co ti ni bn hng. (Dch t Secret firmy) Bn chu - con dao hai li! Tc gi:Trn Phng Minh Trong kinh doanh lun tn ti nhu cu v vn. Doanh nghip no tm c bin php c th gii quyt hu hiu vn vn s c thun li ln trong hot ng kinh doanh ca mnh v d dng chim u th trong cuc cnh tranh vi i th. S i hi v vn ngy mt tng trong nn kinh t th trng chnh l cha ca hnh thc bn chu, mt hot ng c coi l phao cu sinh gip cc doanh nghip vt qua nhng cn sng gi ti chnh. Bn chu l quan h tn dng gia cc cng ty c biu hin di cc hnh thc mua hng ho trc- thanh ton sau. Bn chu xut hin l do s tch bit gia kinh doanh v tiu dng, v c tnh thi v trong sn xut v tiu th sn phm khin cc cng ty phi mua bn chu hng ho. Mua bn chu c coi l hnh thc tn dng v n cha ng y ni dung c bn ca khi nim tn dng, c th l:
10

- Ngi bn chuyn giao cho ngi mua quyn c s dng vn tm thi trong mt thi hn nht nh. - n thi hn c tho thun, ngi mua hon li vn cng c phn li sut cho ngi bn di hnh thc tin t. Quan h mua bn chu c xc lp ch yu da trn s tha thun gia cc bn di hnh thc chng t hch ton bng cc khon phi thu, phi tr, hoc hnh thc thng phiu. Trong khi cc khon tin phi tr, phi thu ch c th gii quyt tnh trng thiu vn tm thi cho doanh nghip m khng c tnh lu thng, th thng phiu li p ng c c hai yu cu ny khi c th dng th chp vay tin ngn hng. Mi trng kinh doanh cng pht trin, p lc cnh tranh cng ln th i hi v thng phiu cng cao. Hay ni cch khc, vi tc tng trng kinh t ngy cng mt nng cao, nhu cu v vn ngy cng bc thit, cng nh hnh lang php l ngy cng c hon thin, s c mt ca hot ng mua bn chu l cn thit d bn cnh n c nhiu phng tin, k thut thanh ton hin i khc. Vn l sm hay mun m thi. Nhng li ch m hot ng mua bn chu em li chc mi ngi cng u nhn thy r. Tuy nhin, c l t ai bit c y cng chnh l con dao hai li nu doanh nghip ch v mun thu ht khch hng m d di chp nhn khch hng mua chu trong khi cha thc s nghin cu k nhng thng tin v hot ng kinh doanh ca khch hng. C th ly v d trong lnh vc cng ngh vin thng. V qu tin tng vo li ni ngon ngt ca nhng nh mi gii v vin cnh sn ln ca cc sn phm cng ngh cao, m li rt m h v nhu cu c th ca khch hng, nhiu cng ty ln u t hng t USD vo sn xut sn phm cng ngh cao ri sau bn chu cho khch hng. Kt qu l s n kh i ca cc cng ty vin thng hin nay, theo c tnh, chim phn ln trong tng s tin vay khong 2000 t USD ca cc tp on ln trn th gii. Theo s liu thng k mi y ca t Newsweeks , hot ng bn chu ang lm iu ng cc hng vin thng ln trn th gii v gnh nng n kh i ang ngy mt cht cao thm . Ch tnh ring nm 2003, khon tin khch hng mua chu ca cc tp on vin thng ln ln ti 35 t USD. Nm 2004, con s ny tng gp i v nm 2005, mc d cha c thng k chnh xc nhng nu c theo ny, c th d dng suy on khon tin bn chu s tng ln nhiu ln. Ln sng bn chu lm gim s lng cc i gia vin thng trn th gii khi trong tng s 37 cng ty vin thng hng u ca M c thnh lp t nm 1996, s ph sn hin gi ln ti con s 18. Trong s ny c cc tp on vin thng ln nh Worldcom, Adelphia,... Ti sao cc doanh nghip ngy nay bit bn chu l mo him khi chp nhn nhng ri ro ln v nguy c c th dn ti ph sn nhng h vn lm? Theo kt qu ca Vin nghin cu Adam, M, do chi ph u vo cho cc sn phm, dch v ngy cng tng trong khi ngn hng khng my mn m vi vic cho vay vn, cc cng ty buc phi tng lng hng ha bn chu cho khch hng vi hy vng lm tng gi tr c phiu. Do vy, khng c g l kh hiu nu s n kh i tp on Motorola nm 2000 ch chim 6,7% tng
11

s n th n nm 2001 ln ti 57%, IKEA tng t 2,6% ln 60%, General Electric tng t 25,5% ln n 80% v cn rt nhiu hng khc cng lm vo hon cnh tng t. Bi hc t gi nht v bn chu trong gii kinh doanh din ra ti th trng an Mch. Cch y mt thp k, th trng in thoi di ng quc gia ny thc s si ng khin cc tp on vin thng ln nh Nokia, Motorola x vo tm i tc lin doanh sn xut v phn phi in thoi di ng. D on nhu cu s dng in thoi di ng ca th trng an Mch tng t 1,5 triu chic nm 1997 ln 8,2 triu chic vo nm 1999 khin cc hng vin thng m hu bao ht c. Nhng ti khi th trng bo ho, cc dy chuyn sn xut vn thi nhau hot ng khin cho sn phm lm ra ch cht trong kho. Lc ch cn gii php duy nht l nh bn chu cho khch hng trong khi ban lnh o c gng tm phng n a tp on thot khi vng ly. S n bn chu ngy mt tng ln trong khi khon tin thu v li khng ng l bao. Mt lot cc chi nhnh ca Nokia phi ng ca gy nh hng dy chuyn n hot ng kinh doanh ca c tp on. Ngoi ra, s v ca nhiu tp on vin thng quc t ti chu u cng l mt in hnh lin quan n hot ng bn chu. Ch tnh ring nm 1999, cc tp on vin thng chu u chi 120 t USD nghin cu v pht trin th h in thoi di ng Internet tc cao, tiu biu l France Telecom, Deustche Telecom. Nhng lng khch hng sn sng chi tin c s hu nhng chic in thoi di ng hng sang khng nhiu nh lng khch hng bnh dn, buc cc hng ny phi thc hin phng thc bn chu. Nm 2000, Nokia u t 100 triu USD theo li bn hng tr chm cho i tc Telsim (Th Nh K). Nhng vic Deustche Telecom u t vo th trng ny khin Nokia lo ngi mt th phn v u t thm cho Telsim 700 triu USD. Cho ti nay, Telsim c Nokia v Motorola u t hn 2 t USD. Phn ln c phn ca Telsim lc by gi do tp on Turkcell nm gi, th nn, khi Turkcell ph sn, Telsim cng sp theo. y thc s l mt c nh mnh lm cho hot ng kinh doanh ca Motorola chng li khi c tnh s n kh i hin nay ca tp on ny ln n 2,3 t USD. Mt trong nhng nguyn nhn lm cho tnh trng trn ko di nhiu nm, kh gii quyt l do cc khon n gia cc bn thng khng c xc nhn bng vn bn. C trng hp con n b gii th, sp nhp, ph sn, dn n tnh trng khng cn ngi ng ra k tha ngha v n, lm cho cc doanh nghip ch n kh c th truy i c cc khon n v khng c bng chng php l. Cui thp nin 90, tp on Lucent Techlonogy bn chu 2 t USD cho hng Winstar Comunication vi mc tiu thm nhp th trng cng ngh Trung ng v Ty . Nhng u nm 2001, khi khng hong ti chnh khu vc ny xy ra, s sp ca Winstar Comunication cun theo s n ca Lucent Techlonogy. Adelphia cng bn mnh cho cc v sp Bc m v chu . Khng nhng th, trong kinh doanh ngy nay, khng phi quc gia no cng c h thng php lut hon thin iu chnh hot ng mua bn chu, c th l thng phiu. V th, trong lc hot ng mua bn chu vn din ra ch yu theo tho thun, nhiu doanh nghip cn e ngi s dng thng phiu nh l phng tin tn dng, thanh ton trong
12

quan h mua bn. Do , cc ngn hng khng c iu kin c th cp tn dng cho doanh nghip di hnh thc chit khu thng phiu hoc cho vay c m bo bng cm c thng phiu. Tnh trng ny d dn n hu qu l tng n nn dy da gia cc doanh nghip. Chi tit ny c th c minh chng qua s liu n khng l gia cc cng ty trn th gii n nay l khong gn 4000 t USD. Suy cho cng, i khi ch v mun to iu kin thun li cho ngi mua, qua thu ht thm khch hng mi m nhiu cng ty thng xuyn ng bn chu. Phng thc ny l cn thit v ch thc s c hiu qu khi doanh nghip c nhng nh gi nghim tc v tm hiu k lng v khch hng, v kh nng tr n ca h ng thi nghin cu nhng bin ng ca th trng trong tng lai. C th, ri ro v n mi c gim thiu n mc thp nht. ng l khng c phng thc kinh doanh no l hon m c, tt c u n cha trong n hai li sc ca mt con dao: mt mt n c th l cng c sc bn gip bn rt nhiu trong hot ng kinh doanh, nhng mt khc n cng c th lm bn t tay bt c lc no. iu quan trng l chng ta cn phi bit pht huy ht tnh nng ca con dao trong tay mnh trnh phi nhn nhng vt thng khng ng c. (Tng hp t Chng trnh o to Master of Economy of Law) Mi hai nguyn tc quan trng trong bn l (Bi 1) Tc gi:Trn Hi H Hu ht cc nh bn l c th c chia thnh hai loi: l nhng ngi chng li thay i v nhng ngi lun cho n thay i. Nhng nh bn l thnh cng nht l nhng ngi thuc loi th hai. H khng ch lun cho n thay i m cn sn sng thay i. Nu bn p dng 12 nguyn tc iu hnh bn l bn s n gin ho c cng vic ca mnh, tng li nhun v kh nng kinh doanh thnh cng. Cc nguyn tc ny da trn nhiu nm kinh nghim v thc tin ca hng trm nh bn l loi nh v trung bnh khp ni trn nc M, nhng ngi t c nhng thnh cng ng kinh ngc. Cc cu hi trong mi phn l gip bn so snh t nh gi hot ng kinh doanh ca mnh. 1. Bit mnh Bit r nhng g bn quan tm, cc k nng, kh nng v gii hn ca mnh. Kinh doanh khng ch n thun l t to cng vic cho mnh. tr thnh mt nh bn l thnh cng, bn s phi hy sinh nhiu vn c nhn. Bn s phi thc hin vai tr lnh o trong nhiu lnh vc nh tip th, ti chnh, hnh chnh v nhn s. t c kt qu tt nht, mt ngi kh c th thc hin tt ton b cc cng vic ny. Bn cn phi bit phn no ca cng vic bn phi t thc hin v phn no cn phi san s cho ngi khc. l l do v sao phi t ra cc mc tiu hot ng v cn nh gi tng th nhng mt mnh, yu ca bn. Hy t tr li nhng cu hi sau: * Bn c bit nhng k nng quan trng m bo cho thnh cng ca bn khng? * Bn c th thch ng vi nhng iu kin thay i khng?
13

* Bn c th lng nghe li khuyn t ngi khc khng? * Bn c thng xuyn nhn c nhng thng tin cn thit iu hnh cng vic kinh doanh ca mnh khng? 2. Kinh doanh theo k hoch Nu bn khng bit mi chi tit trong iu hnh hot ng kinh doanh, bn s sm b loi khi cuc chi. Theo cc c quan qun l, nguyn nhn chnh khin 80% s ngi mi bc vo kinh doanh b tht bi ngay trong thi gian 5 nm u tin khng phi l tin m do thiu nhng thng tin v kin thc cn thit. Nu bn mun thnh cng, mt mo nh l phi bit ra quyt nh chnh xc v ng lc thng qua mt k hoch kinh doanh hiu qu. 3. Hiu bit v lnh vc kinh doanh ca mnh Bn c th ginh c li th cnh tranh ln nu bn hiu su sc nhng kin thc trong kinh doanh. iu khc bit quan trng l phi c kh nng xc nh c nhng tr ngi sng cn m bn c th vp phi trong tng lai: l mc cnh tranh, quy m ca i th cnh tranh, cc dch v, a im kinh doanh, phng php marketing, cc loi khch hng, cc nh cung cp v chin lc gi c. Mi trng kinh doanh bao gm khng kh kinh doanh ti a phng ca bn, t l trng trong khng gian thng mi, thu nhp bnh qun ca cc h gia nh, trnh gio dc, tui, s dn v phn b khch hng tim nng. m bo thnh cng, bn phi nhn thc r cc mc tiu ca mnh, c ham mun v nng lng theo ui cc mc tiu ca mnh. * Dn s trong khu vc kinh doanh ca bn c ln h tr bn v cc i th cnh tranh khng? * Bn c thch th m rng hot ng kinh doanh ca mnh khng hay ch hi lng vi mt th phn nh? * Bn bao gi thy nhng thay i nh hng ti vic khch hng mua hng u cha? 4. Hiu khch hng ca bn Bn c lng nghe kin ca khch hng khng? Hy doanh nghip ca bn p ng nhng g m khch hng mun v h s mua hng ca bn. Khch hng chnh l l do khin bn tham gia kinh doanh v tng lai ca bn ph thuc vo h. Sn phm v dch v m bn cung cp phi phn nh trc tip nhu cu ca khch hng. Hy ngh v nhng g m khch hng quan tm ch khng phi l bn quan tm. ng qun khch hng l ngi quyt nh s thnh cng hay tht bi ca bn. * Bn c bit l do v sao khch hng mua hng ti ca hng ca bn khng? (Dch v, s tin li v gi c). * Bn c tham kho kin ca khch hng v cch thc y hot ng kinh doanh ca bn khng? * Bn c s dng bn cu hi iu tra nhm gip bn xc nh nhu cu ca khch hng khng? * Bn bao gi th thu ht li s khch hng mt khng?
14

5. Gi h s ti chnh trong sch Nu bn khng bit tin ca bn i u th n s sm bin mt. Hy coi cng vic kinh doanh nh mt tr chi trn my tnh v im s ca n c tnh bng la v Cent. Nhng h s ti chnh sch s l mt chic my bay, bn phi gi n ng cao, ng hng v bay ng tc . Nu khng, bn s bay m khng c kim sot v khng c hng dn h cnh an ton. Nu bn bit bn tiu bao nhiu tin cho hot ng mua v bn th bn c th kim sot c hot ng kinh doanh ca mnh v kim c nhiu tin hn. * Bn bao gi s dng my tnh trong cng vic v quy trnh kinh doanh hng ngy ca mnh cha? * Bn c s dng thng xuyn nhng d bo bn hng, cc bng chi ph v nhng bo co ti chnh khng? * Bn c thng xuyn nh gi chi ph hot ng ca mnh khng? 6. Qun l tin mt Hot ng kinh doanh ca bn khng th tn ti m khng c dng tin mt. Tin mt l mu cho hot ng kinh doanh ca bn. Dng tin vo, ra l yu t sng cn gip cho hot ng kinh doanh bn vng v pht trin. Bo co dng tin mt hng thng cho bit s lng tin ti im khi u v c bao nhiu tin mt nhn c t cc ngun khc nhau v l do c tr. Nu ngn sch ca bn r rng, bn s bit r khon chnh lch gia thu v chi v bn s khng phi lo ht tin. * Hy theo di t l tng thu v tng chi hng thng. * Xy dng ngn sch v theo di k hoch mua bn nhm loi tr tnh trng bi chi. * Mua hng st ma bn hng gim thiu nhng ri ro mua t. * Khng chp nhn nhng loi hng khng th dng c hoc giao khng ng thi hn. Trong phn hai ca bi vit, chng ta s tm hiu nhng nguyn tc cn li a ti s thnh cng trong hot ng kinh doanh bn l hng ho./. Trong phn mt ca bi vit, chng ta bit su nguyn tc u tin m bo hot ng kinh doanh bn l thnh cng. phn hai ny, chng ta s tm hiu su nguyn tc cn li. 7. S dng nhng thng l qun l ng n L ch mt ca hng bn cng ng thi l nh qun l. iu ny c ngha l phi bit iu hnh hot ng kinh doanh t trn xung di nh th no. Bn phi ra quyt nh, cho hng vi khch, qun l thi gian v cc ngun ti sn, phi bit mua bn nh th no v iu hnh hot ng tt hn bt c ai lm vic cho bn. Hy bit nh gi nhn vin ca bn, h l ti sn c gi tr nht. Hy cho cc nhn vin c c hi pht trin, i x vi h bnh ng, tr lng xng vi cng sc ca h v h s gip bn kinh doanh thnh cng. * Bn c bao gi hun luyn nhn vin ca bn lm vic vi khch hng mt cch chuyn nghip cha?
15

* Bn c chng trnh thng cho nhn vin khi h lm vic ngoi gi hoc cho nhng sng kin lm li cho cng vic kinh doanh ca bn khng? * Bn c trao quyn cho nhn vin ca mnh ra nhng quyt nh quan trng khng? k c trong trng hp c th mt tin? 8. Bin cng ty thnh mt hnh nh khc bit Hnh nh ca cng ty l rt quan trng v n lin quan ti tt c cc lnh vc kinh doanh ca bn. N l nhn thc thc t ca khch hng t tn ca hng, a im, hnh thc, cch xy dng, ca ra vo, my tnh tin, phng th qun o, phng v sinh cho ti cc bn tin, ho n, cng c qung co, dch v khch hng. Ni chung l tt c nhng g lin quan ti hot ng kinh doanh ca bn. * Hot ng kinh doanh ca bn c phi l duy nht khng v hot ng mua bn c ph hp vi cu trc m cc i th cnh tranh khc khng c khng? * Bn c s dng bn tin thng bo cho khch hng v cc loi sn phm v dch v m mnh cung cp khng? * Bn c thc hin nhng khi nim v cng thc c chng minh l thnh cng cc cng ty bn l khc khng? * Hng nm bn c nh gi li th v tr kinh doanh ca mnh khng? 9. Kim sot hng trong kho Chc nng ca kho l chun b hng. Tt c cc ca hng bn l cn phi qun l kho hng cho tt. Kho hng chnh l tin ca bn cn trn gi v chim t l ln trong u t kinh doanh ca bn. Nhng ngi khng quan tm ti kho hng ca mnh s khng th duy tr c s cn i gia s lng hng thc c v nhu cu tiu th d kin ca khch hng. Nh vy, vic mua bn hng ho ca nh bn l s thiu nhng thng tin lin quan ti sn phm nh mu sc, kch c, xu hng v s thch ca khch hng. Nu khng kim sot thch ng, hng trong kho s tiu th chm v tr nn qu hn, c k, h hng v rt tn tin. Thng thng, kim sot hng ho trong kho c th c tm tt nh sau: * Lng hng trong kho phi ph hp vi nhu cu ca khch hng. * Kim sot cc khon u t vo lng hng trong kho. * Gim thiu tnh trng hng mt gi. * Kim sot tnh trng thiu ht hng trong kho. * Ci tin quy trnh mua hng. 10. Cn i gi mua v bn c li nhun hiu y bn cht ca bn l, nh bn l phi bt u vi khi nim gi gc ca hng ho chng qua ch l nh gi tm thi v mc gi m khch hng sn sng chp nhn. Hu ht cc ca hng u s dng mt nguyn tc tng gi c bn p dng i vi sn phm v dch v ca h. Ci m h thiu l mt chin lc gi c da trn tnh ton tng khon theo tng thi k nh thi im mua hng bnh thng, mua hng lc khuyn mi hoc mua hng h gi.
16

 tng doanh s bn hng, nh bn l phi ch trng vo cht lng, gi c v hiu qu ca hng ho. tng cng tnh cnh tranh, hy tham d nhng hi ch thng mi, tham gia cc hip hi hng ho v tm ti nhng nh sn xut c t l gim gi cho php bn mua hng vi gi thp hn c gi bn x. Khi cung cp cho khch hng nhng mt hng tt v cht lng v gi c, bn s c th thu ht c nhiu khch hng hn, tng doanh s bn hng trung bnh v khch hng s c nhiu c hi ti thm gian hng ca bn. * Bn bao gi th nghim nhng kiu xc tin bn hng khc nhau nh tung ra sn phm mi, gi bn mi hay khuyn mi khng? * Bn c nhn ra s chnh lch gia gi bn, phn chi ph v li nhun cng thm v doanh thu? * Bn c s dng h thng theo di xem sn phm no bn chy nht trong ca hng khng? * Bn tng th tng doanh s bn bng cch p dng mc gi thp hn, hay hng tt hn hoc g tng t cha? 11. Hc tp kinh nghim t nhng ngi chuyn nghip Cn phi hc tp k nng iu hnh kinh doanh ca nhng ngi kinh doanh gii. u tin bn phi hc cch t nhng cu hi vi th trng nh Nh th no, Ai, Ci g, Khi no, u, Bao nhiu v C thng xuyn khng v hc cch qung co thc y cng vic kinh doanh ca mnh. Th hai, phi hc cch qun l v iu chnh cng vic kinh doanh ln xung theo cc chu k li nhun hp l, trong bao gm: hng tn kho, bi chi, mc chi ph v li nhun cng vo gi gc, doanh thu, thi hn, giao hng, chi ph v doanh s bn d kin. l tin ca bn, vi mt k hoch chuyn nghip v c tun th cht ch, bn s c th m bo doanh s bn hng tng cao v li nhun cng nhiu hn. Mt phng php kinh doanh thng minh s ti u ho tng th hot ng kinh doanh v tnh hnh ti chnh ca bn trong khi gim thiu tiu tn thi gian, cng sc v ri ro vi hot ng kinh doanh ca bn. 12. Hy tm s gip khi cn thit Hy nh, vi nhng li khuyn v s gip t bn ngoi, hot ng kinh doanh ca bn c th c ci tin v to tin pht trin vt bc. ng ngi ngh c gip , tt c mi ngi u phi c lc cn ti s gip ca ngi khc. Nhng ni c th kh nng gip bn chnh l t cc c quan chnh quyn a phng v cc dch v ngh nghip khc. Cn phi tha nhn rng nhng g bn khng bit c th khin bn mt tin, nh hng ti s thnh cng ca bn hoc gim c hi t c mc tiu kinh doanh t ra. V, iu quan trng nht, bn s phi c y mi cng c cn thit v mt u c sng sut./. Bn hng cho nh sn xut v mi gii trung gian - i iu cn lu Tc gi:Minh Trang
17

Nhiu cng ty bn sn phm ca mnh va vi t cch l b phn cu thnh trong mt sn phm ln hn va vi t cch l sn phm cui cng. Chng hn nh cc hng sn xut ra-i- va bn hng cho nh sn xut xe hi nh mt b phn ni tht i km, va bn cho ngi tiu dng cui cng. Tuy nhin, vic bn hng cho cc nh sn xut i hi mt chin lc marketing rt khc so vi bn hng cho ngi tiu dng nhn v nhng th trng ny khc nhau v c bn v ngi mua trong mi th trng c phn ng theo cc cch khc nhau vi cng mt thng ip tip th. C mt iu cn lu l, nhng im khc bit trong cch thc ra quyt nh mua hng ca ngi mua khng ch gii hn trong s khc nhau gia th trng tiu dng v th trng kinh doanh. Chng ta hy th nghin cu mt th trng tn ti gia ngi sn xut v ngi tiu dng - l th trng mua bn trung gian. Nhng ngi bn hng trung gian, bao gm c bn l v bn bun, mua sn phm t nh sn xut ri sau tip th sn phm mua c cho ngi tiu dng hoc nhng ngi bn hng trung gian khc. V ng nhin, trong chu trnh kinh doanh, nh sn xut s c nhng phn ng khc nhau i vi cc i tc ca mnh. Vai tr ca ngi mua Vai tr chnh ca hu ht nhng ngi mua trong ngnh sn xut tp trung vo nhim v lin quan n quyt nh mua hng ha v dch v, c ngha l cc chc nng chnh ca h ch n gin l nghin cu v tha thun vi ngi cung cp nhm m bo rng cc hng ha v dch v do ngi bn cung cp ph hp vi nhu cu ca cng ty mnh. Ngi mua sn phm cacc cng ty bn trung gian khng ch tham gia vo hot ng mua hng m cn thc hin mt s nhim v thng mi bn sn phm cho ngi s dng cui cng. V vy, cc quyt nh mua hng ca ngi bn trung gian khng ch tp trung quanh quyt nh chp nhn hay t chi sn phm m cn chu tc ng ca cc chng trnh khuyn mi c th gip ngi bn trung gian qung co bn hng ca mnh. Cc li ch chnh Khi thc hin giao dch mua, nhng ngi mua trong ngnh sn xut c th nh gi mt sn phm bng cch xem xt cc li ch m sn phm mang li. Tuy nhin, mt trong nhng li ch quan trng nht m h tm kim l sn phm s hot ng tt hay khng. Cn nhng ngi kinh doanh theo kiu trung gian th t quan tm n vic sn phm c hot ng c ging nh trong qung co hay khng v h khng phi l ngi s dng sn phm. Song nhng ngi bn trung gian thng quan tm n vic sn phm c gip h t c cc mc tiu ca cng ty mnh ra hay khng. V th, cc li ch chnh ca ngi bn trung gian thin v s tha mn ca ngi tiu dng, dch v, h tr qung co v cc li ch v ti chnh. Vai tr ca ngi ra quyt nh Hnh vi mua hng ca nhng ngi mua thuc ngnh cng nghip sn xut thng i hi cc nh tip th phi lm vic vi mt nhm thu mua bao gm nhiu thnh vin i din cho cc b phn chc nng khc nhau. Trong vic tip cn, giao dch vi nhm thu
18

mua, ngi tip th phi tn nhiu thi gian hn sa i thng ip ca mnh nhm hp dn tt c cc thnh vin trong . Trong khi , c rt t thnh vin trong cng ty bn trung gian tham gia vo quyt nh mua hng. Thm ch khi c nhiu ngi trong cng ty bn trung gian cng tham gia quyt nh th hu nh tt c u thuc cng mt b phn chc nng. Do , ngi tip th khng gp nhiu kh khn trong vic sa i cc thng ip cho ph hp vi tng thnh vin. Thit k ca sn phm Nh lu trn, nhng ngi mua thuc ngnh sn xut rt ch n bn thn sn phm khi ra quyt nh mua hng, v th i hi ngi bn phi thit k sn phm sao cho p ng cc chi tit k thut m ngi mua t ra. i khi, nhng ngi bn trung gian cng m phn vi hng cung cp v sn phm, song, cc cuc m phn li thng khng tp trung vo chnh sn phm m vo nhng vn lin quan nh bao b nhn mc, chng hn nh mt hng kinh doanh trung gian ln c th yu cu sn phm phi c ng trong gi hng c kch c hay thit k nht nh, mc d h thng khng c v th i hi ngi bn phi thay i cu trc ca sn phm. Hnh nh v danh ting Nu mt ngi mua trong ngnh sn xut khng hi lng vi danh ting hoc hnh nh ca ngi bn th rt c th giao dch s khng thnh. Danh ting ca ngi bn c nh gi theo nhiu cch, trong c cht lng sn phm v mc tin cy ca dch v bn hng. V th, khi hnh nh v danh ting ca bn bn hng b ngi mua nh gi thp, cc giao dch ny thng t c c hi thnh cng. Cn vi ngi bn trung gian, danh ting ca ngi mua khng phi l yu t quan trong nu sn phm ang c khch hng ca h yu cu. Tm quan trng ca gi Hn bn c t hi: Tc gi khng nh ni rng nh sn xut v ngi bn trung gian khc nhau c v mong mun mua hng vi gi tt nht y ch? Nhng l s tht. Cc nh sn xut tn nhiu thi gian v n lc mua c sn phm dng trong qu trnh sn xut vi gi tt nht. H sn sng chuyn sang nh cung cp sn phm tng t vi gi thp hn h gi thnh sn phm cui cng ca cng ty. Ngi bn trung gian cng rt quan tm n gi thp v gi thp s gip h tng li bin. Nhng ngi bn trung gian s phn ng nh th no khi nh cung cp tng gi m khch hng vn c nhu cu i vi mt nhn sn phm nht nh? Khi , h c th phn nn hay thm ch gim n t hng nhng vn tip tc giao dch, v ngi bn trung gian c th chuyn phn gi tng cho khch hng v li tng gi cho nh cung cp. Phng thc qung co D bn hng cho doanh nghip hay ngi bn trung gian, th ngi bn hng vn phi c ngun ti chnh h tr cc n lc bn hng trc tip. Mc d phn ln s tin chi khi tip th cho nh sn xut nhm thc hin giao dch mang tnh c nhn th vic tip th cho
19

ngi bn trung gian i hi nhiu hn th. Ngi bn trung gian mun thy rng nh sn xut ang gip tng cu ca khch hng bng cch u t vo vic qung co trc tip ti ngi tiu dng. Thm na, ngi bn hng trung gian c th mun nh sn xut phi tin hnh phng thc khuyn mi bn hng khuyn khch ngi bn trung gian bn nhiu hng hn hoc mi cho khuyn mi mua hng tng lng khch hng cho h. Trn y l mt s l do khin cc nh tip th phi lun sn sng chnh sa chin lc ca mnh trong cc th trng kinh doanh. R rng l nhng khc bit ny c th m rng sang cc th trng khc, chng hn nh th trng ngi mua hng thuc chnh ph hoc thuc cc t chc phi li nhun. Bi hc m cc nh tip th cn rt ra trong mi trng hp l: Cn bit r khch hng mc tiu ca mnh. Gi cao nhng vn t hng Tc gi:Mai Hnh C khi no sn phm, dch v trong tnh trng m th cc doanh nghip li cho rng nguyn nhn l do h bn sn phm vi gi cao. "y" hng tn, h tung ra cc chin lc gim gi khuyn mi nhng ri cui cng vn tip tc hng chu thua l. l mt thc t din ra thng ngy ti nhiu doanh nghip. Gi c sn phm khng phi lc no cng l nguyn nhn. Khng t trng hp sn phm ca cc cng ty c gi "cao ngt ngng" nhng vn t hng. Ngy nay khch hng quan tm n bt c th g lin quan n phong cch ring ca h, bao gm c nhng nhn hiu hng ho ph hp vi phong cch , Thiery Mane, gim c iu hnh Dupont, tp on qung co v xc tin marketing hng u th gii, nhn nh, Thay v h gi thnh sn phm thu ht khch hng, cc cng ty cn tng cng s thm nhp vo th trng vi nhng khch hng c c v mi, thng qua y mnh cng tc truyn thng qung b hnh nh trn ton th trng. Di y l mt s bi hc thnh cng s cho bn thy khng phi c gi r mi bn c nhiu hng. Hogen Dazs bn t nh nhn hiu ring bit Tp on thc phm Gran Met sng lp ra nhn hiu kem cao cp Hogen Dazs ti Anh vo nm 1989. Cho d lc ang din ra suy thoi kinh t trm trng v ngnh kinh doanh kem qu bo ho vi nhiu tn tui ln nh Unilever, Nestle, Mars, ri hng lot hng kem nh hn khc nh Scheller ca c, Movenpic Thu S v Sagit .
20

Tt c u c qung co vi tn sut ln, l nhng nhn hiu c nhiu ngi bit n v chim cc v tr p o ti cc siu th bn l chu u. Ti nhng nc nh Anh, nhiu nhn hiu kem t nhn chim hn 40% th phn. iu c bit hn l Hogen Dazs li a ra mc gi cao hn 30-40% so vi nhiu cc sn phm ph thng. Vy lm th no m Hogen Dazs li c th thnh cng? Cu tr li chnh l nh chin lc bn sc nhn hiu. Nhn hiu Hogen Dazs lun c ngha l kem cht lng cao siu cp: c qunh hn, mi v bo ngy hn v d nhin l t tin hn cc loi kem khc. Ni tm li, nhn hiu ny mang n cm gic m i, snh iu, thoi mi v th hin bn sc c nhn hn cho cc khch hng giu c. Thng thng, cch ph bin tung ra mt sn phm nh kem Hogen Dazs l s dng qung co thng tin i chng. Tuy nhin, Grand Met chn mt con ng khc. gii thiu nhn hiu ny chu u, Grand Met cho m nhiu ca hiu kem c trang tr cao cp ti nhng ni ng ngi qua li. Cc qun kem ny c c tnh thit k mang dng v hon ton mi l, khc vi nhng tim bn kem truyn thng. Cng ty cn lin kt vi nhiu nh hng v khch sn c ting cung cp kem Hogen Dazs v yu cu nhn hiu Hogen Dazs phi c in v tr ni bt ngay trn cng v to nht ca menu. Hogen Dazs ng thi cn theo ui mt chin dch marketing truyn thng da vo truyn ming l ti tr cc s kin vn ho, treo c nhn hiu kem Hogen Dazs ti cc tim bn l, ng thi thc hin mt chin dch qung co bo ch nh. Chin dch xy dng nhn hiu ca Hogen Dazs sau cc k thnh cng. T l nhn bit nhn hiu (brand awareness) ti Anh t ti hn 50% sau khi Hogen Dazs c gii thiu trn th trng. Doanh s ti chu u tng vt t 10 triu USD nm 1990 ln gp 13 ln t 130 triu USD vo nm 1994. Hin gi, kem Hogen Dazs chim mt phn ba th

21

trng kem cao cp ti chu u cho d gi kem ca Hogen Dazs lun cao hn cc nhn hiu khc. Erys bn t nh nh ng tm l hm mt ca khch hng Erys l mt hng thi trang n kh ni ting ti Php. Cc sn phm thi trang ca Erys nhiu ln t cc gii thng ln v trang phc ti chu u v c khch hng ton chu u a thch. Tuy mi thnh lp t nm 1992 nhng nhn hiu Erys c c nhng thnh cng ngang vi Louis Vuiton hay Body Shop... Mi khi mt mu thi trang mi ca Erys c tung ra th th trng si ng hn ln, khch hng x nhau i tm kim sn phm ca hng... cho d gi thnh sn phm khng r cht no, c b ln n vi chc nghn euros. Cu chuyn bt u t ln gim c iu hnh ca Erys l b Mary Schepher d bui l khnh thnh mt trung tm thng mi ti Php. B thy cc khch hng tp trung cc cc quy hng thi trang rt ng vi mong mun c c nhng mn hng mt mi. Lc , Mary hiu rng bt k ph n no cng u rt quan tm n nhng sn phm c gi l mt mi. T , Mary ra mt chin lc sn phm ring bit ca mnh. B ch n cc sn phm thi trang l phc bui ti, trang phc ma h vi s cao qu, trang nh, mu sc hot bt, mm mi c khch hng rt a thch. Song song, Erys y mnh khu thit k c c nhng sn phm ph hp vi s thch ca khch hng. Cc kiu l phc bui ti ca Erys kt hp gia c im thi trang Php vi u im ca thi trang , v vy thu ht c s ch ca rt nhiu khch hng. Sau khi c c s quan tm ca khch hng, bc tip theo m Mary t ra l khng ch u ra. Erys c 10 xng thit k v sn xut thi trang Ty u. chu , Erys cng c hng chc im tiu th. Khi sn phm thi trang mi c a ra th trng,
22

Mary gi vng nguyn tc lng nh gi cao. B chia cc kiu dng mi ca l phc bui ti lm 8 nhm, mi ln a ra th trng hai nhm. Erys chn ng lc i ma lm c hi ra mt phc trang mi, a sn phm ra th trng mt cch long trng v no nhit. Tuy nhin, mi ln tung ra th trng th s lng sn phm thi trang ch khong vi trm b. Cch 2 thng sau mi ra mt nhm trang phc mi khc, s lng vn th. Vi s sp t trt t, khng ch s lng ra mt nh vy, trn th trng ch thy kiu mu sn phm ca Erys m khng thy hng hin c v hng tn kho. Vic cng lm cho nhng khch hng a thch mt mi phi lng sc i tm. Mt n mi, mi n trm, v hnh chung nng cao gi tr nhn hiu cc sn phm ca Erys m khng cn qung co trn cc phng tin truyn thng. Khch hng mun mua phi ch ng lin h vi cc im bn l, t hng trc. Nhiu ngi cho rng nu Erys tung ra th trng s lng t th li nhun s thp. Song Mary c lp lun khc hn khi hiu rng vi mt nhn hiu c gi tr cao v him, cc khch hng ca b s chp nhn sn phm gi cao min sao h c c hng tho mn tm l c mc mt mi ca mnh. V v vy, cc sn phm thi trang ca Erys, ngoi gi thnh sn xut cao cn c gi tr nhn hiu kh ln. So snh l mt phng php ch yu khch hng hiu v sn phm, hiu v th trng. Chnh v tng phn do hiu qu so snh mang li nn cc sn phm thi trang d c c thit k khng nhiu vn c th phn bit c loi tt xu. Khch hng trong vic kn chn thi trang t trc n nay thng coi trng mt nguyn liu, mu sc, kiu dng khc l v s biu hin c tnh, Mary ni. Theo b th nu nh sau khi mt loi sn phm a ra th trng hng lot vi s lng ln th cung s vt cu v ng nhin gi khng th a cao ln c. Thit k c o l mt mt, mt khc sn phm thi trang ca Erys thnh cng l nh sch lc tiu th vi mc ch cho khch hng thc s nhn bit c gi tr sn phm, qua h s t tm n v phi mua kp thi cho d
23

gi c c t mt cht. Cc khch hng n c cm tnh vi loi sn phm c mt khng hai ca Erys s khng tic tin. y chnh l b quyt thnh cng trong chin lc tiu th sn phm ca Erys. Mercedes Benz bn t nh s pha trn gia ngh thut v my mc Mercedes Benz, nhn hiu t hng u th gii, c mt hng i trong chin lc tiu th trung thnh vi sn phm cao cp ca mnh. l s pha trn gia t v thi trang. Vi nm tr li y, Mercedes tung ra th trng sn phm t nhn hiu CLK c s kt hp gia cht lng ng c hon ho ca Mercedes Benz vi kiu dng hin i v sang trng ca nh thit k thi trang hng u th gii Giorgio Armani. Giorgio Armani a ra cch nhn v s trng siu ng ca mnh v thit k, mu sc v cht liu cn Mercedes Benz cung cp kinh nghim thit k hon ho v ng c. Verena C.Kloos, gim c thit k kiu dng ca Mercedes Benz nhn xt v s kt hp trit l ca hai cng ty: Qu trnh hp tc gia chng ti l s kt hp cao nht gia tnh chuyn nghip vi cm hng ngh thut. Chic xe CLK chng minh cho iu . Chic xe CLK c thit k vi nc sn rt c bit, mt phong cch rt ring ca Giorgio Armani, nn sn gn nh bc, khng bng nhng li c nh sng lp lnh nh nh ca nhng ht ct. Mu sc ny c thit k to ra cm gic bnh yn, tnh lng, thm ch c khi bn nhn n t xa. Nhn hiu CLK khng h mun s dng g hay kim loi cho ni tht ca xe m dng ton bng , th m ta ch c th thy trong cc loi xe t c. Kt qu l cho d chic CLK c gi khng di 100.000 USD nhng hu nh sn xut bao nhiu u c bn ht by nhiu, thm ch Mercedes cn phi tng cng sut p ng nhu cu khch hng hng. Peter Pfeiffer, ph gim c thit k ca Mercedes Benz nhn xt rng: Ngy nay, cc lnh vc thit k giao din vi nhau rt nhiu. D cho
24

ngi ta phn chia ra cc lnh vc ngh thut, kin trc, thi trang ... nhng cng ngy chng cng c xu hng ho nhp v xen ln vo nhau. Lnh vc thit k t khng phi l mt ngoi l. Qua trng hp ca Hogen Dazs, Erys v Mercedes, bn c th nhn thy rng vic xy dng bn sc nhn hiu ring l rt quan trng. Bn sc nhn hiu tc l quan nim v nhn hiu di gc ca ngi s hu nhn hiu, l nn tng ca bt c mt chng trnh xy dng nhn hiu thnh cng no. Cho d l c theo ui cc cch tip cn v xy dng nhn hiu khc nhau hay thc hin qung b cng lc trn nhiu knh truyn thng, cc cng ty cn phi hiu thu o bn sc c th thit k v trin khai cc chng trnh truyn thng mt cch nht qun, khng gy ra cc thng ip tri ngc hoc rm ri lm cho khch hng kh hiu. S tht khng nn nu cng ty bn khng c mt tm nhn chin lc thng nht v bn sc nhn hiu ca mnh m thay vo l nhn hiu c th i tri ni v thng b cun theo dng chy tht thng ca nhng chin lc truyn thng hay tnh kh thay i tht thng ca cc gim c sn phm, gim c marketing. Hy vng qua nhng bi hc thnh cng, bn s c mt nhn nhn mi v bn sc nhn hiu. (Tng hp) Tc gi:Trn Phng Minh Thu ht khch hng vi bng hiu kinh doanh c o Mc ch ca qung co l nhm nng cao mc nhn thc v cng ty bn. Vy u l cch thc bn thnh cng vi qung co ca mnh? Cu tr li mt phn nm nhng bng hiu kinh doanh c o. Phn ln cc bng hiu kinh doanh ngy nay c thit k mt cch cn i hp l, b cc cn thn, trang tr thm m v phi mu hon ho. Ni cch khc, cc bng hiu kinh doanh hon ton c th d on c v em li nhng hiu qu v hnh. Hy lm sao bng hiu kinh doanh ca bn ni bt trong gia mt rng nhng bng hiu cun ht mi ngi ny. C 5 li m hot ng thit k bng hiu kinh doanh thng thng hay gp phi l:
25

- C gng gin lc ho hay qu tao nh; - C gng thch hp hay ho cng vo mi trng xung quanh; - Tit kim qu mc; - Bao gm qu nhiu thng tin; v - t bng hiu qu cao. (Tm nhn ca nhng li xe c xu hng tp trung trong phm vi chiu cao ca knh chn gi xe hi. Bng hiu thp s tt hn trong ni vng th trn. Bng hiu cao s tt hn trn ng cao tc ni cc li xe c th c c trong phm vi chiu cao ca knh chn gi xe hi - t nhng khong cch xa). Nhng bng hiu kinh doanh thnh cng lun to ra mt n tng mnh, gp phn tn vinh v p ca quang cnh khu vc ln cn. y chnh l do ti sao cc bng hiu kinh doanh ny s c ch ca mi ngi ngay c khi h khng ch tm tm kim chng. Bn c mun c c nhng bng hiu kinh doanh nh vy? Cho d bn tin hay khng tin, iu ny l hon ton c th -- khng r v d dng cht no, nhng kh thi. Chc hn bn tng mt ln c nhn thy nhng dng ch mu trng nm ngang tri di trn mt sn i ti min Nam California: HOLLYWOOD, mt biu tng c c th gii bit n. Bn c bit rng bng hiu ban u c dng ln bi mt nh kinh doanh bt ng sn nhm d dng phn bit vng phn khu ngoi t xa, vng Hollywood! Khng phi bt c bng hiu kinh doanh no cng tr thnh nhng biu tng ni ting, tuy nhin s khng c g tn thng nu bn gi vng mt s cng thc sau v bng hiu kinh doanh ri bng hiu thc s tr thnh mt biu tng kh qun, t nht l trong tm tr ca chnh bn: Cc bng hiu gy n tng su sc. iu ny c c l nh tnh thc t m cc bng hiu th hin: - Kch thc qu kh, - V tr t c o - Khng gian ba chiu Biu tng Hollywood p ng tt c ba tiu chun trn. Cc bng hiu th hin s khc bit, tng phn mt cch r nt vi mi trng xung quanh. iu ny c c l nh:
26

- Mu sc. V d, cc ch ci Hollywood c mu trng tuyt tng phn sc nt vi mu nu ti v xanh lc ca sn i. - B tr sp t. Biu tng Hollywood ni ting khng nm trn cc hay trn tm lt. Nhng ch ci ring l c t trc tip trn mt t. - Khung cnh. Xung quanh bng hiu kinh doanh cn khng c vt g khin tnh ch ca bng hiu b xao lng. Hay nu bn cnh bng hiu kinh doanh c mt vt g quan trng, bn cn thit k sao cho bn thn vt s tch hp vi bng hiu kinh doanh ca bn. C iu g khng ng lm vi bng hiu kinh doanh. Bn tng bao gi rng nhng ch ci trong biu tng Hollywood khng thng hng vi nhau, ch cao ch thp tu theo a hnh? iu ny cng khin cho biu tng Hollywood c ghi nh su sc hn. Khng hiu nh xy dng nn biu tng Hollywood c thc hin nhng yu t thng minh ny mt cch ch hay khng. Tuy nhin, cng vic ca h thnh cng rc r, thm ch c mt vi iu l hon ton ngu nhin. Liu bn c dng kh v s quyt tm lp li mt cch c ch tm nhng g tng t nh nh thit k biu tng Hollywood ngu nhin thc hin thnh cng? Nu bn c , cng chng s sm s dng bng hiu ca bn nh mt minh ho tham kho khi a ra nhng nh hng cho mnh. (Dch t bi vit ca tc gi Roy William trn tp ch The Entrepreneur) i nt v tc gi: Roy William l bin tp vin ph trch chuyn mc Qung co ca tp ch Entrepreneur.com v l sng lp vin kim ch tch hng qung co quc t Wizard of Ads. Roy cng l tc gi ca nhiu cun sch vit v ngh thut qung co, bao gm cun The Wizard of Ads (Nhng mt php qung co) v cun Secret Formulas of the Wizard of Ads (Nhng cng thc b mt trong cc mt php qung co). Roy William cho bit: Nu bn c th san bng nhng chng ngi vt nh ni trn, ti rt vui khi c thy nhng mu thit k bng hiu kinh doanh c o ca bn. Hy email cho ti mt bc nh v c th ti s ghi nhn n trong nhng cun sch tip theo ca ti. 10 phm cht cn c ca mt chuyn gia bn hng chuyn nghip Tc gi:Trn Phng Minh Mt s nghin cu v k nng v tnh cch ca cc chuyn gia bn hng chuyn nghip - nhng ngi thnh cng trong vic li cun, thuyt phc khch hng mua sm sn
27

phm, dch v ca h, cho thy rng, t nht c 10 phm cht quan trng to nn mt ngi bn hng c khi. Bn c mun khm ph 10 phm cht ? Nu mun ci thin hot ng bn hng ca mnh, bn khng th b qua nhng phm cht ny. Hy tm hiu k lng v xem xt xem liu bn c bao nhiu trong s 10 tnh cch ca mt chuyn gia bn hng chuyn nghip. Nu bn khng tm thy nhng tnh cch trn trong hot ng bn hng ca mnh, hy tm cch hc hi, rn luyn to ra chng. 1. Nim am m chy bng mun minh chng mt iu g Cho d theo ui bt c loi hnh kinh doanh no, mt ngi bn hng chuyn nghip lun c nhng l do mnh m ng sau mong mun hng ti thnh cng. L do lp nghip ca ti l mun chng t bn thn cho cha m thy rng ti hon ton c bn lnh lm ch cuc i mnh. Ti ri trng cao ng ch sau 90 ngy nhp hc khi bit rng nn tng gio dc c bn khng ph hp vi ti. Cha m ti t rt nhiu hy vng vo ti v h cm thy v cng tht vng vi hnh ng b hc ny. Cha ti tng ni: M v b lun yu qu con, thm ch c khi con khng thnh t. chnh l cuc ni chuyn u tin em li cho ti ng c phn u, v n nhen nhm trong ti nim am m tr thnh mt con ngi thnh cng nht, qua chng t cho cha m thy mt vi iu g . Bn ang c gng chng minh iu g? V vi ai? Bn phi bit l do ti sao bn la chn loi hnh kinh doanh ca ring mnh. 2. S quan tm ti ngi khc Nu bn mong mun c c nhng thnh cng trong kinh doanh, bn phi thc s quan tm ti mi ngi xung quanh v lm sao cuc sng ca h tr nn tt p hn. Bn phi hc cch lm sao khch hng bc l bn thn, khin h cm thy mnh quan trng v thu hiu khch hng su sc xc nh bn c th lm g gip h. 3. Nim tin v sc mnh Nhng ngi bn hng chuyn nghip lun bc l mt nim tin v sc mnh trong cch m h ni cng nh cch hnh ng ca mnh. Mi c ch, dng iu ca h thng tot ln v lch s. H mc nhng b qun o trang nh. H s dng ngn ng c th mt cch sng to. Nu bn khng chc chn lm v tnh cch ny, hy th hi mt ai m bn tin tng h nh gi bn v a ra cho bn nhng li khuyn hu ch. 4. S cm thng thnh cng, bn phi cn bng gia ci ti c nhn vi nhu cu cn thit km theo mt s nng m chn tht. S quan tm chn thnh ti hnh phc ca nhng ngi m bn giao dch s to ra mi quan h tin tng qua cho php bn phc v khng ch nhng mong i ca bn thn m cn ca bn b, ngi thn v nhng ngi quen bit m rt c th h s k v bn, v cng ty bn cho v s nhng ngi khc nghe.
28

5. Hng trng tm vo cc mc tiu Nu thc s nghim tc vi cc hot ng kinh doanh ca mnh, bn cn t ra nhng mc tiu r rng v chuyn ti chng thnh vn bn. Bn bit chnh xc nhng g bn ang n lc phn u v mong i khi no th nhng mc tiu ra c hon thnh. Nhn thc c tng lai ca mnh, bn s tp trung hn vo cng vic kinh doanh mi ngy sao cho hiu qu nht. 6. Kin tr v bn b Cc nh bn hng chuyn nghip lun bit lp k hoch mt cch hiu qu nht nhm tin tng bc vng chc trn con ng i n mc tiu ra. H da trn nhng h thng c chng minh tnh hiu qu hoch nh thi gian biu v hc hi nhng sch lc qun l thi gian hu hiu nht. 7. Nhit tnh ngay c trong nhng tnh hung kh khn nht Qu kh l khng th thay i cng nh khng th kim sot c tng lai, v vy, bn phi sng cho ngy hm nay, hy lm nhng iu tt nht c th mi ngy tri qua l mt ngy ca s hon thnh cng vic v t c cc mc tiu ra. Khi bn ng u vi mt tnh hung kh khn c th bn rt s nhit tnh ca bn, hy hnh dung n mt cch r rng c trong tm tr ln trn giy t. Sau quay li i mt vi n v cm xc ca bn tr li bnh thng. V ri bn s nhn nhn li vn vi u c tnh to v nh nhng. Mt cch thoi mi, bn s cm thy ngc nhin khi phn ln cc trng hp u khng qu t hi nh nhng g bn suy ngh ban u. 8. Lm vic vi quan im tch cc Hy bit gi vng tnh tch cc trong quan im ca mnh, trnh s k, ngi l i mch, gin d v nhng suy ngh tiu cc. ng cho php s tiu cc ly i sinh lc ca bn hay cm d bn i lch khi con ng m bn la chn. 9. Thu hiu rng yu t con ngi ng vai tr quan trng hn vt cht v tin bc Nhng doanh nhn thnh cng lun lun bit qu trng khch hng. H thu hiu ngha ca mt cu thnh ng c: Bn phi b tin bc ra c c tin bc, v nim tin tn ngng chnh l vn con ngi. H u t mt cch khn ngoan vo nhng iu em li s tt p cho cc khch hng m h phc v. 10. Mt s u t nghim tc t trong tm tr Cc nh kinh doanh chuyn nghip l nhng ngi hc hi sut i. Ti bit rng bn s c c tnh cch n gin ch bi bn ang c bi vit ny. Hy t ra mc tiu tr thnh ngi hc hi sut i, v bn s khng bao gi gp phi nhng khonh khc ng
29

ngn. Hn th na, bn s c c nhng thnh cng k diu trong bt c iu g m bn t ra trong tm tr l cn phi hc hi! (Dch t bi vit ca tc gi Tom Hopkins trn tp ch The Entrepreneur). i nt v tc gi: Tom Hopkins l mt chuyn gia v Sales Basics (Nhng vn c bn trong hot ng bn hng) ti Entrepreneur.com v ni ting th gii vi t cch l Chuyn gia o to nhng qun qun bn hng (The builder of sales champions). Trong hn 30 nm qua, ng cung cp nhiu kho o to v hot ng bn hng cao cp thng qua cng ty ca mnh l Tom Hopkins International. Lm th no tm v bn hng cho th trng mc tiu ca bn? Tc gi:Minh Trang y l bi vit ca Marilyn Guille - gim c cng ty CoVES (Comprehensive Virtual Editing Services) chuyn cung cp kin thc kinh doanh. B cng l mt nh bo chuyn nghip trong hn mt thp k nay. Hin nay, ngoi cng vic vit lch, b cn s hu mt i tu chuyn cung cp dch v cho thu tu ngm cnh. Bi vit di y chnh l s cht lc kinh nghim kinh doanh c ca Marilyn Guille v c th mang li cho bn i iu b ch. Ti liu bn hng- vit nh th no? Tc gi:Phan Thu Bn vit th c hay khng? Kh nng bin tp ca bn c xut sc? Bn rt gii ting Anh? Bn c ngh rng khi vit mt on gii thiu hay qung co n tng, bn ch cn ni vi khch hng rng sn phm ca cng ty bn c rt nhiu u im vt tri, rng chng rt tt, rt c ch mt cch chuyn nghip l ? khng, tht sai lm nu bn c nh thc hin theo cch ! y, yu t quan trng nht nm kh nng thuyt phc ca ti liu bn hng m bn vit. Quy tc vng ca cng vic vit qung co l: Khng c quy tc vng no c! Hu ht cc qung co thnh cng u c thc hin theo nhng nguyn tc cn bn. Tuy nhin chng ta ch nn s dng chng tham kho. Nguyn tc c t ra l vi phm, bi v nu khng s chng c ch cho s sng to v i mi. Song vic ph v nhng quy tc c bn, nhng ch dn gio khoa c th l mt hnh ng rt liu lnh. S liu lnh trong qung co c th mang li nhng thnh cng ngoi sc tng tng, nhng i lc li l nguyn nhn ca tht bi v lng ph ngn sch. V th, bn hy c da trn

30

nhng kinh nghim v kin thc tch lu v hc tp c, nhng ng qun yu t sng to trong . Di y l mt s nguyn tc c cc chuyn gia qung co s dng t thu x hi cn cha c khi nim g v qung co. Chng gip h thnh cng, v hy vng rng chng cng s l nhng ch dn hu ch v hiu qu bn tham kho: Nn tng ca mt qung co thnh cng Ta gy s ch i vi khch hng Ph cn cng c thm phn tiu Hnh nh hoc tranh minh ha phi nhn mnh li ch m ta nu

Ni dung c vit tht hp dn vi nhim v dn dt v gi tr t m ngi c mun xem tip nhng phn sau Phn tip theo nhn mnh li nhng li ch ca sn phm, dch v ang ni n

on cui ni vi khch hng v nhng thit thi, nu khch hng b l cho hng ca bn Kt thc bng vic khuyn khch s hng ng (mua hng ngay). Phn vit thm c th nu nhng l do b sung thuyt phc khch hng t hng v cng c li mt ln na ni dung cho hng Biu tng ca cng ty (hu nh) lun lun t cui trang vit, tr trng hp l mt webpage. Cu trc ny gn nh lun c p dng i vi hnh thc th cho hng trc tip (cng thm cc th thut tip th khc trong chng trnh bn hng ca cng ty). Vic thc hin trang Web c th c nhng khc bit nh v k thut, song ni chung cng cn tun th nhng nguyn tc tng t. Bn hy lun nh yu cu ca ti liu bn vit phi gi ln khch hng s ch (Attention), kch thch s quan tm (Interrest), to kht khao c c sn phm hay dch v (Desire) v cui cng l thi thc hnh ng mua hng (Action), hay cn gi l nguyn tc AIDA. Vn l AIDA! i vi i tng tip nhn, bn phi: ginh ngay c s ch , dng tt c nhng mi quan tm khc ca h h ch tp trung vo iu bn ang truyn ti; khin h phi suy ngh cn nhc n iu bn ni; lm sao h cm thy rng cho hng ca cng ty bn
31

l v cng c bit, rt ng quan tm, rng y l c hi ngn nm c mt v h s phi hi tic nu b l c hi ny. Hy bin m c ca bn thnh hin thc ngay hm nay, Hy bn b phi ghen t khi h khng c s hu mn hng ny nh bn v nhng thng ip tng t. Tm li, ch vi 24 ch ci trong tay, nhng nhim v ca bn l thuyt phc khch hng phi m hu bao mua hng. Ch , quan tm, kht khao, hnh ng. Hy lun nh 4 t ny trong u khi bn vit bt c qung co no. Chng s gip bi vit ca bn khng lan man hay lc . Mc ch cui cng l bn c hng Nu mun bn mt sn phm, bn phi ni vi khch hng v thuyt phc h bng nhng u im ca mn hng hay dch v . Nu mun thuyt phc mt cng ty tham gia vo mt s kin hay hnh ng t thin no , t nht bn cng phi cho h bit h s nhn c nhng li ch g t cng vic . Cng tng t nh vy, ti liu qung co v mt nh hng chng hn, t nht phi ch ra c iu g khin ngi ta phi n thng thc: a im thun li, mn n c o mi l, gi r, mn n chay, thc phm gip gim cn Hy nhn mnh v li ch ca sn phm Bt k bn ang bn th hng ho hay dch v g, hy ghi nh iu ny bi n lun lun quan trng v hu ch: ng c gng m t nhng nt ni bt, nhng c trng hay cc tnh nng c o ca sn phm hay dch v. Lun nh l bn ang bn li ch cho khch hng, bi nu bn khng bn li ch g cho h cng ng ngha vi vic bn khng bn c th g c. Thng thng, khch hng khng tm nhiu lm n vic bn s dng loi cng ngh tin tin no v vi k thut hin i ra sao. V d, i vi mt phn mm vi tnh, h cng khng ch lm n vic n chy nhanh khng, nhanh nh th no, nhng nt c trng, tin tin ca n so vi nhng sn phm khc ra sao, mc d phi mt 3 nm cng ty mi c th cho ra i sn phm u vit kia, k c khi n c phn ng gp ca Bill Gates trong cng th. Tt c nhng th k trn ch l nhng c trng ca sn phm. Bn s khng bn c hng nu n n thun ch cha nhng c trng. Duy nht li ch ca sn phm mi lm c iu ! Khch hng ch bt u ch khi bn ni ln nhng ch li ca phn mm kia, chng hn nh: n tit kim c bao nhiu thi gian; bn b ca h s ngc nhin thn phc nh th no khi h c th thit k mt E-card rt cng phu v thi gian hon thnh n ch gi gn trong vng 1 nt nhc vi s tr gip ca phn mm mi ca cng ty bn.

32

Tm li, hy cho khch hng thy c cng nhiu ch li cng tt. C th xem y l mt quy tc vng m khng bao gi c ph v n! (Dch t Adcopywritting.com) Lm th no bn c hng trong 60 giy? Tc gi:Trn Phng Minh Thng thng, trong hot ng bn hng, bn s c khong 1 pht khi gi s quan tm ca cc khch hng. Qu thi gian , khch hng s khng cn ch nhiu n sn phm dch v ca bn na. Vy lm th no bn thnh cng trong 60 giy u tin ny? T trc n nay, trong kinh doanh, s cn bng gia cng vic bn hng v ngh thut giao tip lun ng vai tr v cng quan trng. Khng t khch hng s t b cng ty bn ch bi nhng li l giao tip khng my thch hp. V bn kh c th gy s ch ca khch hng trong 60 giy u tiu nu khng c cch thc giao tip v tr chuyn hp l. Tuy khng h n gin lm c vic ny, song, bn ng qu lo lng. Trong mi kh khn vn lun tn ti mt s cch thc khc nhau vt qua v thnh cng . Giao tip vi khch hng l mt nhn t rt c gi tr i vi chng ta trong bn hng v marketing. Hy i mt vi n: Ngi tiu dng gi y c s hiu bit nhiu hn so vi trc y. Tt c nhng g chng ta kinh doanh, nhng phng thc marketing chng ta thc hin cn ch trng hn n khch hng, chng ta cn hiu r hn v khch hng, thu ht c s ch ca h ngay trong pht ni chuyn u tin v cch tt nht thc hin c iu ny l a ra nhng cu hi thng minh. Bn nn hi cng nhiu cng tt trong khi gim thiu ni chuyn sung vi khch hng. Di y l nhng cu hi hiu qu nht m bn nn s dng v khi no nn s dng chng. Cu hi gi m vn (Open-ended prompting questions) Khi giao tip vi mt khch hng, bn phi c gng hiu c nhng g ang din ra trong th gii v tm tr ca h. Sau , khch hng s hiu c v chp nhn nhng kin ca bn. Cch tt nht lm vic ny l t ra nhng gii hn nghim ngt trong khong thi gian ni chuyn vi khch hng. Hy gi n di 60 giy. Bn ng bao gi ni chuyn qu 60 giy m khng a ra mt ngh no c hai bn cng ng tip tc bn tho. u tin, s ng ny s xut hin khi bn a ra nhng cu hi gi m vn . Nhn chung l nhng cu hi: - Khng th n gin tr li C hay Khng. - Khng dn dt, kim sot hay c gng li ko nhng ngi khc.
33

- M ra cc ch hi thoi mi. - Bt u vi nhng t khi no, iu g, nh th no, u. - Cn phi suy ngh trc khi tr li. - ng vin khch hng h m nhng cm gic ca h. - Xy dng mi quan h. Cu hi ng (Closed-ended question) i lp vi dng cu hi gi m l dng cu hi ng. Cc cu hi ng, khng ging nh nhng cu hi m, s t mt im kt cho mt cuc hi thoi v khng a bn n gn hn vi cuc gp g ln th hai. V vy, bn nn trnh nhng cu hi kiu ny, qua bn s thnh cng vi cng vic bn hng trong 60 giy. Mt v d ca cu hi ng c th l: Bn rt quan tm n vic thu ht nhng khch hng mi, khng bit c ng nh vy khng?. Thi im tt nht bn s dng nhng cu hi ng l trong trng hp bn cn khng nh hay xc nhn nhng g bn ngh c thc s din ra trong tm tr khch hng hay khng. Nhn chung l nhng cu hi: - Hu ch a ra nhng phn hi trong cuc hi thoi. - C th c s dng thu thp nhng thng tin c th hay nhng li xc nhn. Cu hi lm r (Clarifying question) Trong khi giao tip vi khch hng, nu cn m bo rng bn hiu chnh xc nhng g khch hng ni, bn c th s dng dng cu hi lm r . Nhng cu hi ny s gip ch bn rt nhiu c c s ch ca khch hng trong 60 giy u tin. Mt cu hi lm r tt c th bt u vi: Nh vy, theo ti hiu th qu v ang ni rng .. Ch : Bn nn bt u cu hi lm r ca mnh vi li vn nh vy v sau din gii mt cch sng to nhng g bn ngh. Tht ti t nu bn bt chc nguyn vn nhng g bn nghe c t pha khch hng bi kiu ni ny c th c xem nh mt s h c, ma mai v thiu tn trng. Nhn chung l nhng cu hi: - m bo s nht tr vi khch hng v chng t cho khch hng thy bn hiu chnh xc nhng g h ni. - Th hin di ngn ng ca bn nhng g bn c nghe. - Lm sng t s khc bit trong nhng t ng c s dng. - Lm r ngha ca nhng t ng c s dng.
34

Cu hi pht trin (Developmental question) Mt khi bn lm r nhng g khch hng ni, bn c th s dng sau mt s cu hi pht trin chuyn cuc hi thoi gia bn vi khch hng t ch giao tip li ko ban u n s hiu bit thn thin, nm r c nhng g khch hng mong mun. Tng t, nhng cu hi kiu ny cng s gip bn thnh cng trong cng vic bn hng ngay ti 60 giy giao tip u tin. Nhn chung l nhng cu hi: - ng vin khch hng cho bit r thm v nhng g h ni. - Bt u khin cho khch hng th hin cm gic v tnh cm ca mnh v ch hin ti. - C c nhng hiu bit su rng hn v nhng g ang c trao i vi khch hng. Cu hi nh hng (Directional question) Bn cnh , bn cng c th s dng nhng cu hi nh hng bn c hng trong 60 giy u tin. Nhng cu hi kiu ny s hng cuc hi thoi ti mt mc nht nh, qua gip cho nhng vn vng mc khc c h m. Nhng cu hi nh hng c xem nh mt tm bn cho cuc hi thoi ca bn v nh vy bn c th hiu c nhng nhu cu v mong mun ca khch hng. Nhn chung, l nhng cu hi: - Chuyn cuc hi thoi t mt ch logic sang mt ch khc. - Mi khch hng tham gia vo vic trao i thng tin qua li. - C th c s dng thay th cu hi ng trong trng hp bn buc phi hi. Bn ng ri vo ci by ca vic s dng nhng cu hi nh hng kim sot hay li ko khch hng theo bt c cch no. iu ny s hu hoi cc mi quan h kinh doanh vi khch hng m bn dy cng gy dng, ng thi gim thiu ti a c hi bn c c ln gp g tip theo. Cu hi mang tnh by t quan im (Opinion question) Mt dng cu hi khc m bn c th s dng m bo thi gian ni chuyn trong gii hn 60 giy l cu hi mang tnh by t quan im. Dng cu hi ny s v cng hu ch trong vic h m u l nhng ch m khch hng a thch, v em li cho bn nhiu hiu bit su sc v nhng nhu cu ring l ca mt ai . Nhng cu hi quan im cng cn l mt cch thc bn m bo rng mt ai s thc s gn b vi cuc hi thoi ca bn. Nh mt quy tc chung, nhng cu hi quan im l cu hi:
35

- a ra mt cu hi thng thn theo cch thc khng i cht. - mt ai ni chuyn thng thn v ci m. - a ra c hi chia s tnh cm. - Biu hin s qu mn v tn trng mt ai . - Gip m rng v ko di cuc hi thoi. Cu hi mang tnh kim chng x hi (social proof question) Cui cng, bn c th s dng dng cu hi mang tnh kim chng x hi nhm m bo thnh cng trong 60 giy. y l mt cch gin tip mt ngi nhn ra rng trng hp ca h cng tng t nh trng hp ca mt ngi no khc m bn tng lm vic v giao tip. Khi bn cp v tham kho ti mt bn th ba, thi khch hng s tch cc v thn thin hn vi nhng cu hi ca bn. Mt khc, khi bn a ra nhng cu hi kim chng x hi, rt c th chng s khng my lin quan n ch ang c tho lun. V th, nhng cu hi ny i hi mt s kho lo t pha bn. Nhn chung, l nhng cu hi: - Gii thiu mt bn th ba c lin quan n ch tho lun. - C th nng cao s tin cy ca mt ai rng bn c th hiu c nhu cu v mc ch ca h. - Cng c v gii to s bn khon, thc mc ca mt ai . - C th c s dng th hin nhng mi quan tm hay cc vn vng mc trc khi chng xut hin. Tm li, vic s dng thng minh nhng dng cu hi trn s c tc dng rt ln cc khch hng biu l cm gic v tnh cm thc s ca h v bt c ch no ang c tho lun. Hy xy dng cc mi quan h kinh doanh gn gi vi khch hng, v h s khng nhiu kh nng ri b cng ty bn ngay c khi bn c nhng li n ting ni thiu thch hp. (Dch t bi vit ca tc gi Tony Parinello trn tp ch Entrepreneur) i nt v tc gi: Tony Parinello l tc gi ca cun sch bestseller Selling to VITO, the Very Important Top Officer. c thm nhng thng tin v cc bi bo v cun sch mi nht ca ng, Secrets of VITO (B mt ca VITO), bn c th gi in thoi theo s (800) 777-VITO hay gh thm trang web www.sellingtovito.com.
36

Vn may ca nh bn l Tc gi:Hong H Mt trong nhng cch tt nht nhm tng doanh s bn l l gi quan h vi mi ngi, t vic gi in cho khch hng n vic xem h nh ngi bn mi. V c bn, mt ngi bn hng hiu qu bit rng cn phi lin lc vi khch hng thng xuyn. Mt trong nhng cch gii thch cho li khuyn trn chnh l chng ta lun phi mt thi gian chim c lng tin ca mt ai - ngi c cng vic kinh doanh lin quan n chng ta. Nu chng ta ch l mt ngi l, h s lun ngp ngng, mc d h tht s mun, hoc cn n nhng hng ha hay dch v m chng ta cung cp. Bn hy nh li xem, cc cuc nghin cu cho kt qu l thng thng phi c t 8 n 15 hp ng k kt trc khi giao dch mua bn tht s din ra. Mt nguyn nhn khc na l cuc sng con ngi lun c rt nhiu cng vic cng nh s kin ni tip nhau. Nhng g quan trng trong mt ngy c th d dng b b qua khi c s hin din ca cng vic k tip. u th thay i t ngy ny qua ngy khc khi nhng th v thng v pht ca cuc sng c xen vo k hoch ca con ngi. Hy t cc s kin ny cnh nhau v bn s hiu nhng g xy ra. Mt khch hng quyt nh quan tm n hng ha hay dch v ca bn. Anh ta gi in cho bn v ri dng li t ngt. Bn gi li v mi th c v tin trin rt tt. Sau , v khch b i v bn chng bao gi nghe tin g v anh ta na c. Trn thc t, khch hng vn quan tm n sn phm hoc dch v ca bn, nhng do cng vic kinh doanh ca cng ty bn vn cn qu mi m v anh ta cm thy cha hon ton thoi mi t mua hng. Nu bn t ra nng nhit hn, chc hn lng tin ca anh ta i vi bn s c nng cao hn nhiu. Vy l khch hng ra i m khng h t mua hng. Thc t l vy y. Anh ta quan tm n mt th g trong s cc sn phm hoc dch v ca bn v s quan tm ny cng h nhit nhanh chng. y khng phi l vic khch hng quyt nh khng mua hng ha ca bn, cng khng phi l vic h khng cn quan tm n cng ty bn. Khch hng ch n gin l cn nhiu thi gian hn vt qua c ro cn ca lng tin. Mt khi c c lng tin, h s cm thy thoi mi hn khi tin hnh cng vic kinh doanh vi bn.
37

Cng vic ca bn l gip h vt qua ro cn y v tng s hi lng cng nh thoi mi ca h khi h quyt nh lm vic vi bn. Cha kho t ti iu ny chnh l chin lc theo st. Bn cn tm ra cch ti thu ht mi ngi, ti lin lc vi h h nh ra ti sao h li quan tm n sn phm hay dch v ca bn u tin. Nu c lc no h dng nh sp ni cu , ti cn phi xem xt li, th bn hy dng h li. Nhng bn cng cn thc hin chin lc bm st mt cch tht kho lo v chuyn nghip, ng qu lm phin khch hng. Bn cn th hin cho h thy mc ch ca bn l gip h, ch khng phi l bn hng (mc d mc ch cui cng ca bn chnh l nh vy). C nhiu cch gi lin lc m khng gy ra thm ha: Khi bn theo st mt khch hng, bn phi mt vi th a cho ngi . C th l mt th VIP vi chit khu mc c bit khi h mua hng. C th l mt th ung nc min ph. C th bn gi cho v khch mt ti liu v ngnh cng nghip ca h, th bn ngh l h ang quan tm. Khi bn a cho khch hng mt th g ngha l bn ang bc l s quan tm ca mnh vi h. Nu bt c khi no bn lin lc vi ai v to cho h n tng rng bn ch quan tm n vic bn hng, h s ngh bn l mt ngi bn hng tm thng ch quan tm n vic tng khon hoa hng cho bn thn. Ngc li, nu bn lun c qu cho h (mt mn nh, ti liu chuyn mn, mt li mi n mt s kin kinh doanh, thm ch l mt bn tin a phng m h quan tm hoc cu chuyn ci), bn s tr thnh ngi m h mun kt giao. Bn s li mt s bt ng n tng trong mt ngy bn rn ca h. V im ny, bn ging ang lm quen vi mt ngi bn mi, mt ngi khng do d khi tr thnh khch hng ca bn. Bn s tr thnh mt phn trong th gii ca h v ngay khi h mun hoc cn nhng th trong danh mc hng ha bn c, h s lin lc vi bn u tin. (Dch t Blow up your business) Bn c bit thuyt phc khch hng? Tc gi:Bizpro Group Bn c mun khch hng hin ti v khch hng tim nng ni ng vi ngh ca bn mt cch thng xuyn hn khng? Nu bn tr li C, th bn cn phi nm vng mt s nguyn tc nht nh. i khi, chnh nhng ngi khng cng lnh vc vi chng ta li c th gip ta thnh cng hn trng s nghip. Mt ngi trong s chnh l Robert Cialdini - tin s trit
38

hc, gio s Trng tng hp bang Arizona, ngi pht ngn chnh ca cuc hp thng nin mang tn Million Dollar Round Table (tm dch l Bn trn ca nhng tng ng gi tin triu), c t chc ti New Orleans. ng thc hin gn nh l mt bi thuyt trnh hon chnh vi tn gi Nguyn tc thuyt phc. Trc khi tm hiu nhng nguyn tc ny, bn hy suy ngh v 4 cu hi sau y tm hiu nguyn nhn nhng kh khn ca bn khi thuyt phc khch hng hin ti v khch hng tim nng. 1. Liu kt qu c kh quan hn khng, khi bn ni cho khch hng tim nng v khch hng hin ti rng h s t c g nu h chp thun ngh ca bn, hoc h s nh mt iu g nu h khng ng vi bn? Nu sn phm/dch v ca bn c c u im v khuyt im, bn nn trnh by v im yu vo thi im no? Sau khi mt khch hng khen ngi c nhn bn v cng ty bn, bn cho rng nhng li ni no s c sc thuyt phc hn c, ngoi li cm n? iu g hiu qu nht m bn c th thc hin m rng nh hng ca bn thn?

2. 3. 4.

By gi, hy xem 6 nguyn tc thuyt phc m bn c th s dng bin cc yu cu ca bn i vi khch hng tr thnh hin thc. 1. Nguyn tc trao i. y l nguyn tc trong vn ho giao tip ca loi ngi, Cialdini ni. Chng ta u c chung suy ngh rng Ti s phi tr li anh ci m anh a cho ti, v chng ta xem iu l mt lut l hin nhin. Bn cnh , chng ta cng khng bao gi ch nhn m khng tr li iu g. Bn c mt c hi ln trong mt khong thi gian rt ngn ngay sau khi mt ngi no ni li cm n bn. Vy bn lm g trong thi gian ny l iu rt quan trng. Bn c nhn thy ngh cng vic kinh doanh ca bn khng? Bn hnh ng nh th no khi mt ai cm n bn v lm vic vt ra ngoi bn phn ca mnh? ng nh gi c hi ca bn lc bng nhng cu i loi nh , khng c g, ti vn thng lm nh vy m. Nu bn ch ni nhng iu nh trn, c v nh bn vt ra ngoi quy lut trao i. Thay vo , bn nn s dng nhng cu nh Tt nhin ri, chng ta lun sn lng gip ln nhau. l nhng iu m bn b lu nm vn thng lm, hoc Cm n. D nhin, ti sn lng lm iu , ti bit bn cng s lm iu tng t cho ti. 2. Nguyn tc khan him. Bn cht ca iu ny l: Mong mun ca con ngi l khng c gii hn. Bn nn ni cho khch hng bit rng bn c mt ngh him c, c nht v nh c th mang li cho h nhng li ch c bit m h khng th c nu khng tip
39

nhn nhng yu cu bn a ra. V vy, bn khng nhng cn trnh by vi khch hng v li ch m h s t c, m cn phi cp n c nhng th m c th h s nh mt na. Con ngi s b tc ng mnh m hn vi ngh s mt mt ci g , Cialdini ni. 3. Nguyn tc ca s tn nhim. Thng thng, mi ngi u nghe theo li khuyn ca nhng chuyn gia c uy tn. Bn cn phi chng t trnh v s am hiu ca bn v vn m bn ang ni. Ngi nghe s khng n bn, nu bn khng th hin c iu . Tuy nhin, vic ch th hin s uyn bc khng thi vn cha , bn cn cn t ra thnh thc na. Bn c th biu l s chn thnh theo cch m cc doanh nhn ln thng lm: trc khi trnh by v nhng l l mnh m nht ng h cho sn phm/dch v ca mnh, h thng cp n mt im yu hay kh khn m h ang gp phi. iu ny to cho h mt hnh nh va c mnh m, li va thnh thc. Ngay lp tc sau khi bn tha nhn im yu l khi bn cn nhn mnh lun c ch cht ca mnh. 4. Nguyn tc cam kt v kin nh. Nu bn mun cng c sc mnh ca mt li ng , bn nn yu cu khch hng xc nhn iu trn giy. Ngi ta thng thc hin nhng iu m h vit ra. 5. Nguyn tc nht tr. Mi ngi ni chung c khuynh hng bt chc ln nhau. Chng ra quyt nh hnh ng ca mnh thng qua vic xem xt iu m ngi khc mun chng ta lm trong hon cnh , Cialdini ni, hay ni mt cch n gin hn th chng ta thng on ngh ca ngi khc hnh ng. Vy th bn hy p dng c im trong khi giao tip vi nhng ngi sp tr thnh khch hng ca bn, v s dng nhng khch hng hin ti cng vi nhng mi quan h ca h nh l nhng knh giao tip hiu qu cho dch v ca bn. 6. Nguyn tc yu mn. Chng ta thch nhng ngi yu mn chng ta, Cialdini gii thch. Chng ta thng ng tnh vi nhng ngi chng ta qu mn. Tuy nhin, iu ny khng c ngha l bn phi lm cho khch hng thch bn, m thay vo bn cn yu qu khch hng nhiu hn. H mun mt c vn bit t ra yu qu h, nh th h cm thy yn tm. V khi h cm thy yn tm, h s ni d dng ni li ng . Nh vy, nu bn ang gp bt k kh khn no trong vic thuyt phc ngi khc ng vi k hoch ca mnh, bn khng cn nn thay i nhng g bn ang d nh, Cialdini ni, m thay vo , bn ch cn thay i cch thc bn th hin li ngh . (Dch t Advisortoday) Trong nhng nm gn y ch ngi bun bn c ch n kh nhiu, xut pht t vic cc nh nghin cu kinh t hc pht hin ra rng cc cng ty nh c ng gp rt ng k n s pht trin v tn ti ca nn kinh t.
40

Hn th, nhiu ngi chn s nghip bun bn nh v chng em li nhiu li ch kinh t v tm l hn l con ng lm vic vi cc doanh nghip ln. Cc chng trnh nh TKMPK ang n lc nhm ch ra c nhng doanh nghip nh tim nng trong s nhm nh trc nhng ngi tt nghip cha c vic lm, n mt mc no dy cho h cch kinh doanh. Cha ht, bt chp nhng tranh ci v s ch xung quanh vn ny, c hai cu hi c bn vn cha c tr li: Vic kinh doanh bun bn l g? Chng ta c th o c c n khng n hay khng ? Ni mt cch r rng th trong bi cnh chn lc ca TKMPK, y l 2 cu hi cn phi c tr li! Peter Kilby mt ln so snh cng vic kinh doanh vi con vt tng tng, con Heffa-lump nh sau: l mt con vt to ln v quan trng lun b nhiu ngi sn ui bng nhng cng c by tinh vi ... Tt c nhng ngi ni l tng nhn thy n u ni l n rt to nhng li bt ng quan im vi nhau v nhng chi tit nh ca n. Do khng nghin cu k mi trng sng hin ti ca n, nhiu ngi th sn dng n nhng loi mi vn l nhng ba n ngon ca h by n v sau cn c gng thuyt phc mi ngi l ci h bt c l con Heffalump. Tuy nhin, rt t ngi b thuyt phc v cuc tm kim li tip tc (Kilby, Sn tm con Heffalump: Ngh bun bn v S pht trin kinh t, 1971). Ngh bun bn l g? C rt nhiu nh ngha v ngh bun bn c th c tm thy trong ngn t m t cc qu trnh kinh doanh. nh ngha sm nht v ngh bun bn, ra i t th k 18, coi l mt thut ng kinh t m t qu trnh chp nhn nhng ri ro ca vic mua hng mt mc gi no c nh ri bn li vi mt mc gi khc khng c nh. V sau, cc nh bnh lun m rng nh ngha ny v bao gm trong c vic tp trung cc yu t sn xut. nh ngha ny a mi ngi n mt cu hi khc l liu vic bun bn c mt chc nng duy nht hay khng hay n n thun ch l mt hnh thc ca vic qun l. u th k ny, khi nim i mi c a thm vo nh ngha v vic bun bn. i mi y c th l i mi qu trnh, i mi th trng, i mi sn phm, i mi yu t v thm ch i mi v mt c cu. Cc nh ngha sau ny m t cng vic kinh doanh c bao gm c vic thnh lp cc doanh nghip mi m ngi thnh lp nn chng l nhng ngi bun bn. Cc nh nghin cu c nhng n lc ng k nhm hiu c yu t tinh thn v x hi hc trong cng vic bun bn. Nhng nghin cu sau y cho thy nhng c trng chung gia nhng ngi lm bun bn v nhu cu thnh t, vic nm gi quyn kim sot, thin hng v trc gic hn l thin hng v cm gic, v thin hng chp nhn ri ro. Thm vo na, nhiu nghin cu cn xem xt n c nhng mt mt thi th u ph bin nhng khng phi mang tnh ton cu, nhng thnh vin thuc nhm ngi thiu s v c nhng
41

kinh nghim lin quan n thi tr ca h xy dng nn khun mu ca mt ngi lm bun bn. Mi thot nhn chng ta c l c c nhng nh ngha ban u v ngh bun bn. Tuy nhin, khi nghin cu chi tit c v l thuyt v nhng v d thc t v loi hnh ny th vic a ra c 1 nh ngha nh vy li tr nn kh khn v phc tp hn nhiu, nu nh khng mun ni l khng th. V d, hy xem xt mc gn gi gia khi nim bun bn trn vi khi nim chp nhn ri ro, cch tn hoc thm ch l thnh lp nn mt cng ty mi. Mi thut ng trn m t mt mt no lin quan n ngi lm cng vic kinh doanh, m ch ca c Thomas Watson ca IBM hay Rey Kroc ca McDonald u c qualify; nh vy t ngi s tranh ci v vic nhng c nhn ny khng phi l nhng nh kinh doanh bun bn. Mc d chp nhn ri ro l mt yu t quan trng trong cch x s ca ngi lm kinh doanh, nhiu ngi lm kinh doanh thc s thnh cng bng cch trnh c nhng ri ro khi cn thit v tm kim nhng ngi khc chp nhn ri ro. Mt nh kinh doanh rt thnh cng ni: nim ca ti v ri ro v ci li t ri ro l ti c ci li t ri ro cn ngi khc chp nhn ri ro. S sng to thng cng khng phi l yu t ti cn thit i vi cng vic bun bn. Rt nhiu nh bun bn thnh cng bt chc rt tt ngi khc v h ch tht s c coi l nh cch tn hay sng to bng vic a nhng khi nim m h bit vt ra khi gii hn thng thng ca n. Cng c nhng cu hi tng t l nhng nt tiu biu mang tnh tm l v x hi l g. Nhng nt tiu biu tng t ca 2 c nhn c th a n nhng kt qu khc bit rt ln: c nhng ngi bun bn thnh cng v khng thnh cng u c th c nhng tnh cch c trng chung d nhn thy. Tng t, cc nghin cu v ng i cc nh bun bn thng ch ra s suy gim ca vic bun bn theo sau nhng thnh cng v iu ny c xu hng khng thng nht vi s tp trung tnh cch hay c tnh vi vai tr nh nn tng c bn y cho vic nh ngha vic bun bn. Do vy, cn c rt nhiu nhng yu t v cch x s c th ch ra c vic bun bn i vi mt vi c nhn. Tt c nhng iu c nu trn u nhm ch ra l vic nh ngha th no l mt nh bun bn l rt kh nu khng mun ni l khng th v rng chnh cm t cng c th c s dng trong th qu kh m t mt nh kinh doanh thnh cng. o c cng vic bun bn Bt chp nhng yu t trn, vn c nhng thc y rt mnh c bit l gia nhng ngi ang lm cng vic pht trin bun bn nhm o c bng mt cch no cng vic bun bn. Nhng n lc nhm o c c th l t nhng danh sch lit k cho n nhng chng trnh my tnh chi tit v phc tp. iu ny l cn thit cho vic nh ngha v o c cng vic kinh doanh l do cho d
42

c c nh ngha n u i na, th ngi lm cng vic bun bn vn l cha kha cho s thnh cng ca bt k nghnh kinh doanh no. H l nhng ngi nm c c hi ca th trng v sau cng l nhng ngi c ng c v kh nng huy ng cc ngun lc nhm p ng c hi . Nhng phm cht chnh m nhng ngi lm bun bn c c c cc nh bnh lun lit k bao gm nhng tnh cch sau: T tin v a nng. H c kh nng lm ra sn phm, tip th n v m tin, nhng trn ht, h c s t tin c th cho php h thoi mi vt qua nhng kh khn khng lng trc c. Rn ri khi i mt trc nhng kh khn hay nhng tnh hung d gy nn ch. Nhng k nng i mi. Khng cn thit phi l mt nh sng to nh ngha vn c ca cm t ny m ch l ngi c kh nng tm ra c mt ci mi trong th trng m ngi khc khng th tm ra c. Lun hng n nhng thnh qu. thnh cng cn c ng lc t vic hnh thnh nhng mc tiu phn u v cm thy c s mn nguyn khi t c mc tiu . Mt ngi bit chp nhn ri ro. thnh cng cn phi bit chp nhn nhng ri ro mt cch c tnh ton. Thng thng th nhng nh bun bn thnh cng c thin hng bit chp nhn ri ro, mi bc, h bit t chp nhn nhng ri ro theo tnh ton c nhn ca ring h v khi i t bc ny n bc khc, nhng quyt nh ng n ca h c chng minh. Hon ton ht mnh. Lm vic chm ch, nhit huyt v t lp l nhng yu t cn thit thnh cng trong bun bn. Tuy nhin c 2 iu cn c cnh bo trc cng vi danh sch nu ra trn. Trc tin, vic la chn nhng c nhn theo cc tiu chun v k nng nu trn cho vic o to pht trin mt doanh nghip khng m bo hon ton s thnh cng trong kinh doanh. Th hai, nhng phm cht bun bn cn bt u 1 cng vic kinh doanh thnh cng thng khng phi l nhng phm cht cn ln mnh v thm ch cng khng phi l nhng phm cht cn gii quyt cc vn pht sinh khi cng vic kinh pht trin n mt mc no . Vai tr ca ngi lm bun bn cn phi thay i cng vi cng vic kinh doanh khi m cng vic kinh doanh pht trin, nhng thng thng th h khng phi l ngi c th to nn s chuyn i. Ngi bit nhn xa trng rng v bit qun l Trong nhng cng vic kinh doanh mi v c pht sinh, ngi bt u n thng l 1 nh kinh doanh ; mt ngi bit nhn xa trng rng. Ngi bit nhn xa trng rng bt u cng vic kinh doanh vi mt tng hon ton mi - lm mt ci g tt hn hoc t t hn, lm n theo
43

mt cch mi hoc tha mn 1 nh cu c bit no - thng khng n thun ch l v li nhun. Ngi bit nhn xa trng rng mun lm mt ci g m t trc ti nay cha ai lm bi l h c th, bi l h cm thy thch v hng th, v bi v iu c th p ng mt nhu cu no . Mt khi cng vic kinh doanh bt u c nhng thnh cng nht nh, bn cht ca cc qu trnh cn c nhng thay i. bc ny, nhng kinh nghim bui u cng vic kinh doanh gp nhng th thch u tin: Lm th no ngi bun bn bit nhn xa trng rng bin nhng k nng v cm hng gip h hnh thnh nn mt doanh nghip nh thnh mt ci g ln hn? Lm sao cng vic kinh doanh tn ti c vi s hn ch ca vng xoay tin mt? Lm sao n c c nhng yu t lut php cn thit cho php n i vay vn? Thng thng th ngi bit nhn xa trng rng thng khng quan tm n nhng vn ny. H hin nhin l rt km trong vic gim st i ng lm vic, m phn vi cc nh u t hay o to nn ngi k cn. Lc ny y cng vic kinh doanh cn n mt s tp trung v qun l c tnh chuyn nghip, iu i hi mt lot nhng k nng hon ton khc, qun l v m bo s pht trin, nhng k nng ny khc vi nhng k nng cn thit bt u gy dng mt doanh nghip v to nn mt hnh nh mi. Vic p dng cc k nng qun l cho php mt doanh nghip c tui i nht nh tip tc hot ng tt, nhng phong cch lm vic bt u c nhng thay i. Nhng yu t qun l cn tp trung l c cu, chnh sch, cc th tc v c bn l li nhun. Lc ny cng vic kinh doanh gp phi nhng th thch tip theo : doanh nghip trng thnh by gi cn c mt cu trc qun l v iu hnh to nn nhng s kim sot v cn bng v m bo rng s tp trung qun l khng tr nn qu mnh m v p o bn cht ca cng vic kinh doanh cn thit c c s pht trin nhanh chng v tip cn vo cc th trng mi. Nhng cng vic kinh doanh thuc cc nghnh cng nghip mi pht trin thng tri qua c 3 bc c c trng bi tm nhn, s qun l v s iu hnh nh k trn. Khi pht trin thnh 1 cng ty c th ch ha vi mt cu trc iu hnh ph hp, cng vic kinh doanh gp phi nhng th thch mi thng hay xy ra vi cc nghnh cng nghip nh sau: Lm sao cng vic kinh doanh duy tr c hnh nh ca n? Lm sao n cn bng c s pht trin, nhng ri ro v li nhun? Lm th no n to nn c 1 h thng iu hnh c th duy tr c s qun l r rng m khng lm mt i s c lp v nng ng vn c ca n? Kt lun
44

Chu k pht trin trn ca mt cng vic kinh doanh thng l ph bin vi nhng doanh nghip thnh cng. Chu k t n a ra nhng i hi v ci cn c tp trung. Nguy him tht s i vi n l phi la chn nhng k nng cn thit no trong tng thi im nht nh. Nu lm khng tt iu ny, cng vic kinh doanh c th s pht sinh s pht trin khng cn bng, qun l yu km v tht bi c bit l khi doanh nghip khng p ng y c vi nhng iu kin mi ca th trng v cng vic kinh doanh. Mt nguy him khc na l vic n lc la chn con ngi theo tng c sn. Do vy, vic tp trung cc yu t c d bo trc trn trong cc qu trnh chn lc cn phi lun cn bng gia cc phm cht bun bn v qun l. Yu t quyt nh chnh trong vic la chn 1 thnh vin cho vic o to pht trin doanh nghip phi m bo c chnh tng kinh doanh. Ba bc bn hng thnh cng Mun bn hng thnh cng, mi ngi phi c quy trnh cho ring mnh. Di y l ba bc chnh to ra mt quy trnh bn hng tt: lp k hoch, thc hin, v tinh chnh. Lp k hoch Khng thnh vn vic bn bn sn phm hay dch v c bao lu, bn s kim c nhiu tin hn nu bit lp k hoch cho quy trnh bn hng. Vi ngi mi khi nghip kinh doanh, nn c mt vi cun dy cch bn hng t hiu qu. Sau kt hp tng va c trong sch vi nhng kinh nghim thnh cng ca bn a ra mt quy trnh bn hng s khi. Gi thit bn bn xe hi dng cao cp. Quy trnh bn hng s khi l tham d cc s kin hay l hi m doanh nhn thng lui ti, tm kim nhng ch doanh nghip thch i xe cao cp nhm to nn hnh nh c nhn hay thng hiu ca h. Tip , i vi mi khch hng tim nng m bn tip xc, hy xin hn gp vo mt ngy thun tin, mi h xem cc mu xe mi, ri nghe phn trnh by ca bn, chy th xe, v kt thc hp ng mua xe. Thc hin Gi tr ca mt quy trnh bn hng v l thuyt tuy tt, nhng nu khng gp may mn th vn l con s khng. iu k diu ch bt u khi ng dng n vo thc t. V vy hy th quy trnh mi ca bn t nht 10 ln. Th im vi mt vi khch hng mc tiu hoc th vi tt c nhng khch tuy khng nm trong nhm nhng vn c th hng li t vic s hu hoc s dng dng sn phm do bn cung cp. Ghi li cn thn iu g em li kt qu tt, iu g ch ng i ln v iu g to ra tht bi. Bn mun s phn hi. Nhng nu ai mun mua hng ca bn, cn ch g na, k hp ng ngay! Th m rng th d bn xe cp trn, gi thit rng bn tm c 10 doanh nhn quan tm ti vic mua t t tin, nhng lin tc tr hon ti thm phng trng by xe hi vi l do qu bn rn, hoc khng kh nng ti chnh.
45

Nhng ri sau bn pht hin ra mt s u i v thu c th gip cho vic mua xe ca h tr thnh hin thc. V hai trong s mi ngi thc t gii thiu bn cho ngi khc, mc d h khng mua xe ca bn. Tinh chnh Tinh chnh l s khc bit gia 20 nm kinh nghim bn hng v mt nm kinh nghim bn hng c lp i lp li 20 ln. Ti bc ny, bn p dng nhng phn hi nhn c t qu trnh bn hng s khi, v ngh ra cch nhn ln nhng im mnh v trnh nhng im yu. By gi, nu khch hng tim nng ni h cn mt chic xe hi t tin nhng khng th thu xp thi gian n ca hng trong gi m ca, c l bn nn son ra mt bng phn loi xe ngn gn h c th quyt nh chic xe no ph hp nht. Tip n, hy tranh th mang chic xe n vn phng ca khch trong gi n tra h chy th. Nn chng bn biu h mt phn n tra thay li cm n. Nhng tinh chnh khc c th gm cp nht phn thuyt trnh bn hng mu ca bn b sung nhng u i v thu trn, v khng qun nh khch gii thiu bn ti bn b hay ngi thn d h khng mua xe. Nhng hy khoan, mi vic vn cha kt thc. By gi hy ng dng quy trnh bn hng va mi tinh chnh cho 10 hay 20 khch hng tim nng na, thu thp kin phn hi, ri tinh chnh tip. Vy l chu trnh khng ngng i mi trong mi trng kinh doanh bin ng. Th d, ngy cng c nhiu ngi s dng Internet hn nm nm trc. iu cho php bn cn nhc vic gi th in t thay v gi th qua bu in. Lin tc lp k hoch, thc hin, v tinh chnh quy trnh bn hng s gip bn n gn mc tiu lun vn ng (nhu cu khch hng). Chc chn iu s lm mt nhiu thi gian, tin bc v cng sc. Tuy nhin, nu chun b c cch tip cn chu o, bn s bn c nhiu hng hn v k c hp ng nhanh hn ngi khc. (Nhn Dn) Bn b quyt bn hng /> Bn hng l mt ngh thut v bn c th hng li rt nhiu nu bn bit cch ng x ph hp v linh hot. Di y l nhng li khuyn gip bn nng cao hiu qu ca hot ng kinh doanh ny. 1. Nhn bit r bn s bn hng cho ai Cn tm hiu r i tng, thu thp thng tin cho mi vn c th pht sinh. T , a ra nhng mc tiu v chin lc c th. 2. Tm cch ng x ph hp Nu nhng ngi m bn ang gii thiu thch hp nht vi dng thng tin truyn ming th tt nht bn ng a ra cc th hay nhng dng thng tin khc. Khi din thuyt trc nhng ngi cha bit nhiu v bn th cn quan st phn ng ca h iu chnh cho ph hp. 3. Lng nghe
46

Hu ht mi ngi u ngh, bn hng l nhng ngi ni nhiu. Nhng nhng ngi bn hng hiu qu nht bit rng, lng nghe l b phn quan trng nht trong cng vic ca h. Do vy, hy ch ti nhng g khch hng ni v tm li p cho nhng cu hi m h a ra. 4. Hoan nghnh nhng gp ca khch hng Vui v tip nhn nhng than phin, gp ca khch hng, bn s c c hi nhn bit im yu ca mnh khng ngng hon thin. Ngc Lan Chi (Theo u T) 5 siu b quyt bn hng
i vi nhiu ch doanh nghip, bn hng lc mi khi nghip l mt nhim v rt nng n. C v vn cu hi cn lm r, nh lm th no sn phm ni bt hn so vi sn phm ca cc i th cnh tranh? Cn giao tip vi khch hng nh th no cho phi? X l th no khi khch hng t chi? Cn hi nhng g cho vic t hng?... c th tr li nhng cu hi , cn hc hi kinh nghim ca nhng ngi i trc v nhng chuyn gia trong ngnh. Di y l nhng b quyt bn hng thnh cng ca 3 chuyn gia ni ting nc M trong lnh vc kinh doanh. ng Brian Tracy, Ch tch Hng Brian Tracy International ti Solana Beach (California, M) a ra 5 b quyt dnh cho nhng ngi mi khi nghip kinh doanh di y.

1. Bn cc li ch, ch khng phi l bn cc c im

Theo ng Tracy, sai lm ln nht ca cc doanh nghip l ch yu tp trung vo cc c im ca sn phm hoc dch v ca mnh. Trong thc t, y khng phi l vic quan trng nht, khng phi vic nn lm v dnh nhiu u tin. Nu ni, mt sn phm b dng hm cha nhng cht b rt tt cho c th th s khng c sc ht i vi khch hng, bi l iu hin nhin. Ci to sc ht y s l nhng li ch c th m sn phm em li. Do vy, lun cn tp trung vo nhng li ch m sn phm c th mang li cho khch hng, ng Tracy gii thch.

2. Bn hng cho nhng ngi c kh nng mua cao nht

Khch hng tim nng tt nht ca bn l nhng ngi rt quan tm n sn phm/dch v ca bn v c kh nng ti chnh mua sn phm/dch v . H l nhng ngi s mua nhanh nht. Nu bn bn my photocopy, ng c bn hng cho nhng ngi cha bao gi mua loi my ny. Hy bn cho nhng ai tng mua hoc bn cho nhng ai m bn bit chc l rt quan tm n vic mua sn phm ny. Bn cn cho h bit, u l nhng u th ni tri ca sn phm, ng Tracy khuyn ngh.

3. To s khc bit cho sn phm

Ti sao khch hng li mua chnh sn phm ca bn, ch khng phi l sn phm ca i th cnh tranh ca bn? ng Tracy cho rng, cn a ra t nht 3 c im thuyt phc h mua sn phm ca mnh. Mi ngi c tm l khng thch loi b cc nh cung cp m h cm thy tha mn c th ci g mi khi h khng thy sn phm mi c g cun ht hn. Do vy, hy dnh cho h 3 l do tt h th sn phm ca bn, nh sn phm/dch v ca bn c cung cp nhanh hn, gi hp l hn v cht lng cao hn, ng Tracy ni.

4. Tip xc trc tip

Vic chi tiu nhng khon tin ln cho qung co qua cc cng c in n hoc gi th trc tip ti khch hng l mt trong nhng cch qung co km hiu qu nht i vi nhng ngi mi khi nghip kinh doanh. Bin php hiu qu hn nhiu l tip xc trc tip vi khch hng, t nht l bng cch gi in thoi. 47

5. Ch trng n qung co truyn ming

Theo tnh ton ca cc chuyn gia quc t, khong 85% doanh s bn hng nh vo hot ng qung co truyn ming. l kt qu ca vic ngi no khuyn bn b hoc ngi thn ca mnh mua sn phm/dch v m h mua v thy tha mn, ng Tracy ni. Do vy, cn pht huy hnh thc qung co khng tn km m v cng hiu qu ny. Hy nhn thc rng, mi vic bn ang lm l phc v cho hot ng bn hng trong tng lai. Hy t hi, vic bn hng nh th c lm khch hng tha mn, s mua tip v s bo ngi khc mua hng ca bn?

Su b quyt gip bn chm sc khch hng tt nht Ch khi no bn bit c khch hng thc s mong mun nhng g th lc bn mi chm sc khch hng mt cch hiu qu v chu o nht. Nhng iu khch hng mong mun c th c chia thnh hai nhm khc nhau: 1. KH mun dch v ct li trong hot ng kinh doanh ca bn thc s p ng nhng nhu cu ca h. - Nu bn ni rng bn l mt chuyn gia sa ng nc, khch hng s mong i vic ng nc ca h s c sa cha khi r r. Nu bn ni rng bn l mt chuyn vin k ton, khch hng s mong i bn c th gip h gii quyt nhng vn lin quan n thu m - Khch hng cng mong i sn phm hay dch v ca bn thc s ng ng tin bt go. Nu khch hng mua mt i ng ma ng t tin, h s mong i sn phm ny gip h khi lnh gi, m t, ng thi cn phi hp thi trang na. Mt cch t nhin, nu khch hng mua mt i ng r hn, h s khng mong i sn phm ny c bn tt. 2. KH thc s - thc s - thc s mun v qua s gip bn c c lng trung thnh ca h cng nh s khin khch hng ni nhng iu tuyt vi nht v sn phm dch v ca bn vi mi ngi xung quanh, l: - S thn thin v nng m trong giao tip vi khch hng. - KH mun c cm thy mnh thc s quan trng - KH mun c bn lng nghe nhng g h ni - Vic bit tn ca khch hng cng em li li th cho bn. - Nng ng, linh hot - Hu mi

48

Nhn chung, cc khch hng ch mun cm thy mi vic din ra sun s. Sau khi giao dch vi bn hay vi mt nhn vin trong cng ty ca bn, khch hng mun cm nhn thy mt iu g tt p hn so vi nhng g h c trc y. Nu bn so th to ra c cm gic , bn ang i ng hng trn con ng em li cho khch hng nhng g h thc s mong mun. (Theo BWP) By iu nn trnh khi gp khch hng

1. Pht l khch hng Pht l khch hng c coi l s lng m ti t nht i vi khch hng. Do vy, khi c ai gi, bn cn c phn ng ngay bng nh mt, n ci, hoc ni trc tip vi h th hin s lch s, mi quan tm v to dng mi quan h tt vi khch hng. 2. Tranh ci vi khch hng Ngay c khi bn ng 100% th vic tranh ci vi khch hng cng vn lm bn thua thit. Bt lun ng, sai, tranh lun gay gt ch lm khch hng cm thy b xc phm v h s kh c th tip tc giao dch vi doanh nghip ca bn. Bn khng ch mt khch hng , m cn c th mt c nhiu bn b v ngi quen ca h. 3. Nhai ko cao su khi giao tip vi khch hng Vic nhai ko cao su khi tip xc vi khch hng cho thy bn thiu lch s, thiu tn trng mi ngi v thiu tnh chuyn nghip trong cng vic. Tng t, bn cng khng nn ht thuc trong nhng cc cuc tip xc ny. 4. Khng xin li khch hng hoc s dng nhng cm t ph nhn nh ti khng bit, khng phi l vic ca ti, ti khng th gip g c ng/b... Thay vo , bn cn nhanh chng tm ra li p c trch nhim hn v tm gii php cho h. ng bao gi ni vi mi ngi v nhng kh khn ca mnh, bi hu ht khch hng khng quan tm n vic ca bn. 5. Th hin s ngo mn, bt cn khch hng S ngo mn, thi bt cn khng lm khch hng n trng bn, m ngc li, h ch thy kh chu v tt nhin h s khng mun n vi bn na. 6. khch hng ch i hoc l hn vi khch hng
49

Vic ny cho thy, bn thiu tn trng ngi khc. Trong trng hp bt kh khng, bn cn xin li kp thi v a ra nhng l do tha ng khch hng thng cm. Nguyn tc c bn trong kinh doanh l tn trng khch hng, tn trng thi gian ca khch hng m bo s trung thnh lu di ca h. 7. a ra nhng chnh sch v quy nh cng nhc Nhiu chnh sch c th c sa i, iu chnh cho ph hp vi nhng tnh hung khc nhau. Yu t quan trng to thnh cng cho doanh nghip l kh nng linh hot trong chng mc c th. (Theo u T) Bin khch hng kh thnh thn Chc hn khng c ngi bn hng no a nhng khch hng kh tnh, bi v s phi dnh ra rt nhiu thi gian v cng sc thuyt phc h mua sm sn phm, dch v ca mnh. Thm ch kh khn cn ln hn rt nhiu nu mun h tr thnh nhng khch hng trung thnh. Trc ht, bn cn t mnh vo v tr ca khch hng: - Ti sao khch hng li quan tm n vn ny - Ti sao h li phn nn? - Sau bn hy t hi: phi lm th no gii quyt vn ca khch hng? Nu mt khch hng ang tc gin hay ni xung ch bi h cm thy b tn thng hay b la di theo mt cch no , th nhng g bn cn lm l: Hy khch hng trt ht mi ni tc gin v tp trung lng nghe v tm hiu xem nguyn nhn no khin khch hng bc mnh. ** u tin l nhng vic khng nn lm - Bn ng ging gii hay t li khch hng. - ng ha hn nhng iu m bn khng th thc hin. - ng tr hon, ko di thi gian hay t ra khng tn trng khch hng, c bit khi bn l mt qu ng ang ni chuyn vi mt ph n hay mt ngi ln tui hn. - ng t ra nht nht, rt r qu ng.
50

- ng nh mt s bnh tnh v t tin ca bn. - ng ngt li khch hng. - Bc bi l mt phn ng t nhin khi chng ta gp phi iu g sai st. - ng t cu hi nghi ng trc nhng li phn nn ca khch hng, bn cng ng c gng bo cha cho sn phm, dch v ca mnh. - ng ch trch hay quy trch nhim cho cng ty ca chnh bn, hoc ni rng l li thng gp. ** Gi y l nhng vic nn lm

- Hy t ra lch s trong mi tnh hung. - Hy chuyn n khu vc yn tnh hn nu c th. - Bn hy cng ngi xung vi khch hng - Ni cho khch hng bit tn ca bn v m bo rng bn hon c kh nng gii quyt vn gip h. - Hy t tin v th hin mt thi nh c. - t mnh vo v tr ca khch hng v c gng nhn nhn mi vic trn cng v ca h. - Dnh mt vi pht u tin ca cuc tr chuyn lng nghe khch hng. - Mt khi khch hng a ra cho bn nhng chi tit - Nu bn khng hiu vn ca khch hng l u - Bn hy ni li xin li, ng thi nu r cch thc gii quyt vn . - Nu vn c th d dng c gii quyt - Bn nn ni r vi khch hng v gii php cng chi tit bao nhiu cng tt by nhiu. - Nu chnh sch sn phm ca cng ty quy nh rng khch khng c hon tr tin hay i sn phm, bn cn tm ra mt s cch khc bi thng cho khch hng, chng hn nh dch v u tin, min ph gi qu.

51

Hy nh rng: Cho d bn c li hay khng c li, hay thm ch vn l g i chng na, th uy tn kinh doanh ca bn lun th hin qua cch m bn gii quyt vn nh th no!

(Theo BWP) Bit khi no ni "ng " v khi no ni "khng" "ng " v "khng" l nhng t khng xa l g vi chng ta. Nhng i lc, nhn li hay t chi mt iu g cng chng d dng g... Bit khi no ni "ng " Bn nhn li hay ang bt tay thc hin mt k hoch ring vi bn b trong vi ngy ti, bng bn nhn li mi tham gia cng vic trong cng ty? Bn s quyt nh sao y khi khong thi gian thc hin hai cng vic ny trng lp nhau! Cch tt nht quyt nh l suy ngh v tng lai ca bn. Bn phi c mt k hoch di hn cho ngh nghip; ti sao khng thc hin k hoch khi bn c thi gian rnh? Bn c th dnh thi gian ca bn cho nhng cng vic x hi, n nhng t chc chuyn mn, n gia nh v bn b hay cng ty ca bn l khi no? Bn cn ngh v nhng iu bn c th lm tt nht v ln k hoch hng hot ng ca bn n nhng iu . Nu bn c s thch tham gia tnh nguyn nhng hot ng ca mt t chc phi li nhun no , hy ngh v nhng g lin quan n bn nht. Ln danh sch nhng l do v s u t bn thc s quan tm. Nhn ra ni u cuc sng c nhn v cng vic cn c thng tin, ni u bn c th s dng nhng mi quan h hay nhng mc tiu di hn v hc cch ni "ng ". Ni "khng" nh th no Bi v bn phi ngh v nhng mc tiu cho s tham gia ca mnh, y l thi gian hc cch bit ni khng. Sau y l mt s phng php:

1.- t mt s quy tc c bn v nm bt chng. V d, bn phi quyt nh bn mun lm vic vi nhng t chc c lin quan n mi trng. iu ny s gip bn d dng hn t chi li mi ca ai trong mt cng vic khc... Bn c th cho ngi bit bn ang tp trung thi gian v sc lc trong mt lnh vc khc.
52

2.- Hy t tin vo nhng quyt nh ca bn. . (Theo Tui Tr) Lm th no bit c nhu cu ca khch hng tim nng Trc khi bn bn bt k th g cho ai, trc ht bn phi hiu h ang cn th g. Di y l mt s cch gip bn thc hin iu : Trc khi bn bn bt k th g cho ai, trc ht bn phi hiu h ang cn th g. Di y l mt s cch gip bn thc hin iu : Nghin cu trc: Trc khi gp mt khch hng, bn phi tm hiu bit c cng nhiu v cng ty cng tt. c cc tp ch thng mi c lin quan, c tp ch xut bn nh k, tm cc bi bo v sn phm hay ngnh cng nghip ca cng ty th vin, c tp ch Thi bo Kinh t, tm ra xem ai l i th cnh tranh ca h, nhng thay i trong cng ty v mi quan tm ch yu ca h l g. Nhng lun lun nh rng bn s ch thu c nhng thng tin c gi tr nht v thu hiu c mi quan tm trong kinh doanh ca khch hng ca bn bng cch tip xc trc tip vi h. Hy xem xt tnh hnh c th, ch khng phi trng hp mu: ng n gp khch hng vi nhng tng c chun b trc v nhng sn phm bn ang sp bn cho h v cch thc bn chng. Bn c th bn nhiu sn phm hn v sau ny bng cch tm hiu c yu t no trong giao dch kinh doanh ca bn quan trng nht vi khch hng ca bn. V d, thm ch nu bn v i th cnh tranh ca bn cng bn mt loi sn phm cng mt mc gi, khch hng ca bn c th quan tm nhiu nht n phng thc thanh ton, ngi khc li tp trung vo vic giao hng, trong khi ngi khc li nhiu n vic bo hnh sn phm. Nu bn tham gia cnh tranh bn sn phm ca mnh m khng tm ra cc yu t ny, bn s mt i c hi lm ni bt mnh so vi cc i th cnh tranh khc Ch lng nghe: Khi gi n gp khch hng, bn l ngi phi thu nhp ti thiu ht nhng thng tin ca cuc ni chuyn. . iu c ngha l bn phi lng cho n khi khch hng tr li xong cu hi ca bn. Bn khng nn ngt li m phi ch h ni xong. Bn cng khch hng by t quan im, bn cng hiu hn nhng vn ca h. Khi bn hiu c iu
53

, bn c th m bo rng phn thuyt trnh ca bn s c th p ng c nhng g h quan tm - v cui cng bn s thnh cng. Hi cu hi gi chuyn: Trnh hi cc cu hi tr li ngn m bn ch nhn c hoc l "c" hay "khng". Cc cu hi nh vy thng bt u bng "c phi", "c ng l". Thay vo , c gng hi cc cu hi c t hi nh "ci g", "khi no", " u", "nh th no", v chng buc khch hng phi by t quan im. Bn s c c cu tr li nh l hnh thc bt u cu chuyn. V d, "qu v c vn g vi ngi bn hng khng?" s khng gip c bn bng cu hi "Qu v hy cho ti c bit ngi bn hng nn lm g phc v khch hng tt hn". Mc ch ca bn l buc khch hng tim nng ni ra nhng vn v mi quan tm ca h ct bn c th quyt nh cch thc cng ty bn nn lm gii quyt chng. Cn thn vi cc cu hi s buc bn phi chm dt cuc ni chuyn: Thay vo , hy hi nhng cu hi s cho bn nhng thng tin quan trng. Nu bn hi mt khch hng " qu v c th cho ti xut ca mnh v d n ny?" bn s nhn c cu tr li l "c" hay "khng" v th l chm dt. Nhng nu bn bt u cu chuyn bng cu "qu v hy cho ti nhng tiu ch ring khi xem xt mt th xut", bn s nhn c thng tin c tnh ph bnh thay v vic kt thc cuc tho lun. Kho st khch hng v khch hng tim nng: S dng bng cu hi kho st hay thc hin kho st qua in thoi bit c thng tin v khch hng v khch hng tim nng. C gng ly c nhng li nh gi ca khch hng hin ti v cp tho mn m h thu c t sn phm hay dch v ca bn. Hay bn phi thit k mt bn kho st gip bn tm hiu c nhu cu ca khch hng tim nng. Khi mt khch hng hay khch hng tim nng t ra kh khn khi hon thnh bn iu tra, bn nn phi thu c mt ci g nhiu hn ch n thun l cc cu tr li. Thc t l khch hng rt t khi c gng cho bn bit iu g khng tho mn ca h vi sn phm hay dch v ca bn. Bn cn phi c cch d xt tt theo di (Theo Unicom) 6 k nng gii thiu bin ngi nghe thnh khch hng Tc gi:Nguyn Tuyt Mai Nu mun ginh c tnh cm ca ngi nghe v bin h thnh khch hng ca mnh, bn phi bit tht ra nhng li c cnh thu ht s ch ca h. Cng vic ny khng d dng cht no, bi n i hi bn mt s k nng v kin thc nht nh.
54

Trnh by v gii thiu l cch thc bn truyn t thng tin ti ngi nghe. Trong hot ng tip th v bn hng, vic ny ng vai tr rt quan trng. Lc u, mi ngi gh qua cng ty bn ch xem cho bit cc sn phm/dch v m bn ang cung cp, nhng ri trc sc thuyt phc ca nhng li gii thiu, h quyt nh mua hng ngay. Tht tuyt! Chc bn cng mun mnh c c nhng k nng nh vy phi khng? Mi bn tham kho 6 li khuyn di y iu chnh cc k nng trnh by, gii thiu ca mnh: 1. Ph hp vi nhu cu ca ngi nghe Cch nhanh nht khin ngi nghe b i l bn ch ton ni v nhng iu m bn thn bn mun nghe. ng l nh vy y! V nu bn mun thu ht cc khch hng tim nng, bn phi bit ni ra nhng iu m h mun nghe. Cc chuyn gia tip th cho rng phn ln mi ngi u thuc mt trong bn nhm sau: - Lnh o: l nhng ngi lun bn rn, v th h mun bn bt u v kt thc ng gi, ng thi h ch quan tm n nhng vn chnh yu. - Cm tnh. l nhng ngi thin v tnh cm, H b thuyt phc bi nhng cm gic ch khng phi nhng l l logic. - Ho ng. l nhng ngi thch giao tip. Tht kh gi h ngi yn mt ch. - L tr. l nhng ngi thch tranh lun v c u c thc t. Vy bn cn phi xc nh nhng ngi ang nghe bn ni thuc nhm no t a ra nhng li gii thiu ph hp. Trong trng hp ngi nghe thuc nhiu nhm khc nhau, hy tm xem ai l ngi c nh hng quyt nh tp trung tc ng vo h. 2. Lm m hoc ngi nghe Mt s ngi c nng khiu bm sinh trong vic thuyt phc ngi khc. H c th m hoc chng ta bng ng tc, c ch hoc li ni. Tuy nhin, bn cng c th rn luyn c nhng k nng ny. Mun vy, trc tin bn hy to cho mnh: - V b ngoi lch s, v iu th hin rng bn ang tn trng ngi nghe. - Lun vui v, mm mng, ha nh. - Chiu theo mun ca ngi nghe. Lu , ng nh gi qu thp hoc qu cao tr thng minh cng nh hc thc ca h. (C.P.Scott) - Tm hiu thng tin v nhng ngi ang nghe bn ni nhm trnh by, gii thiu ph hp vi yu cu ca h. - Nhng li cao lch s: Nh mt chuyn gia nhiu kinh nghim, chc anh/ch bit rng... - T ra sn lng gip h. 3. Tranh th s ch ca ngi nghe Bn hy hnh dung ngi nghe ca mnh c th c nhng thi khc nhau nh thch th, trung lp v h hng. Ngi nghe phn ng ra sao s ph thuc vo vic bn tranh th c s ch ca h ti mc no. Nguyn tc AIDA l mt cng c c lc gip bn t c mc ch ny. Hy lm sao cho bi gii thiu ca bn hi cc yu t sau:
55

- A: Attention (Ch ) - to ra s ch , - I: Interest (Quan tm) - to ra s quan tm, - D: Desire (Ham mun) to ra s ham mun, - A: Action (Hnh ng) dn n hnh ng mua hng. m bo rng khng thnh gi no b ngoi tai nhng iu bn ni, thnh thong hy dng li v hi: Liu nhng iu ti ni c hu ch vi cc bn khng?. 4. Nu gi s quan tm ch ca ngi nghe trong sut thi gian ni chuyn Lm cho mi ngi quan tm n iu mnh ni kh v gi c s quan tm trong sut bi ni chuyn cn kh hn nhiu. V th, bn phi n lc chin u chng li s bun t bng li ni chuyn hi hc, song c chng mc, v lun c gng nhn thc c nhng vn ngi nghe quan tm p ng mong mun ca h. 5. Dn dt ngi nghe Hy theo st ngi nghe dn dt h vo bi gii thiu ca mnh, hy li ko h bng cch lin tc a ra cc cu hi v lng nghe kin phn hi. ng t bin mnh thnh nh hng bin ch bit thao thao bt tuyt, m phi tun th cc quy tc sau: - i n gn v tr ca ngi nghe. Minh ha cho bi trnh by ca mnh bng nhng ch quen thuc vi h, gim thiu nhng ch mi m, khng ph hp. - phng v kp thi nhn ra nhng du hiu th hin rng bn khng cn thu ht c s ch na, chng hn nh ngi nghe th thm chuyn ring, t ra bn chn hay ngp ng. - S dng t chng ta hn l t bn (Chng ta c 5 pht ... Chng ta hy bt u vi ...). - Tm kim im chung gia bn v ngi nghe (Cng nh bn, ti i du lch rt nhiu, v vy ti hiu c...). - Lun lng nghe nhng g h ni, k c trc khi bn bt u, trong sut thi gian v sau khi bn trnh by gii thiu. Ngi bit cch trnh by s khng ch truyn t y thng tin cn thit ti ngi nghe, m cn bit lng nghe nhng kin phn hi. Bng vic lng nghe, bn s bit c thnh gi ca mnh c hiu c nhng thng tin m minh ang ni hay khng; nhng thng tin c quan trng v cn thit vi h hay khng. 6. Hy t tin V cui cng iu quan trng nht l bn phi t tin. Nu bn mt bnh tnh, ngi nghe s c cm gic rng, chnh bn cng khng tin vo nhng g mnh ang ni. Vy th chng c l do g h phi nghe theo bn. Hy trnh by vi ging ni lc quan, tin cy. iu ny hm cha thng ip: Ti c li v bn cng vy. Chng ta gip nhau cng chin thng. Nhng ngi t tin lun chun b mi vic k lng, nhng khng qu nhiu n ni nh mt s t nhin ca chnh mnh. H lun bit t ph bnh, v quan
56

tm n n tng h ang to ra, bi v h thy bn thn h hon ton c nng lc, c chp nhn, v nhng g mnh ni c ngi khc yu thch. Nu bn tip thu v thc hnh tt 6 k nng trn, bn c th sai khin bt k ngi nghe no lm nhng iu m bn mong mun. Bn lm th xem, v s thy kt qu s v cng k diu! (Dch t Customer service manager)

Phn 2
Su b quyt gip bn chm sc khch hng tt nht Ch khi no bn bit c khch hng thc s mong mun nhng g th lc bn mi chm sc khch hng mt cch hiu qu v chu o nht. Nhng iu khch hng mong mun c th c chia thnh hai nhm khc nhau: 1. KH mun dch v ct li trong hot ng kinh doanh ca bn thc s p ng nhng nhu cu ca h. - Nu bn ni rng bn l mt chuyn gia sa ng nc, khch hng s mong i vic ng nc ca h s c sa cha khi r r. Nu bn ni rng bn l mt chuyn vin k ton, khch hng s mong i bn c th gip h gii quyt nhng vn lin quan n thu m - Khch hng cng mong i sn phm hay dch v ca bn thc s ng ng tin bt go. Nu khch hng mua mt i ng ma ng t tin, h s mong i sn phm ny gip h khi lnh gi, m t, ng thi cn phi hp thi trang na. Mt cch t nhin, nu khch hng mua mt i ng r hn, h s khng mong i sn phm ny c bn tt. 2. KH thc s - thc s - thc s mun v qua s gip bn c c lng trung thnh ca h cng nh s khin khch hng ni nhng iu tuyt vi nht v sn phm dch v ca bn vi mi ngi xung quanh, l: - S thn thin v nng m trong giao tip vi khch hng. - KH mun c cm thy mnh thc s quan trng - KH mun c bn lng nghe nhng g h ni - Vic bit tn ca khch hng cng em li li th cho bn. - Nng ng, linh hot
57

- Hu mi Nhn chung, cc khch hng ch mun cm thy mi vic din ra sun s. Sau khi giao dch vi bn hay vi mt nhn vin trong cng ty ca bn, khch hng mun cm nhn thy mt iu g tt p hn so vi nhng g h c trc y. Nu bn so th to ra c cm gic , bn ang i ng hng trn con ng em li cho khch hng nhng g h thc s mong mun. (Theo BWP) 7 b quyt to nn phong cch phc v khch hng Tc gi:Thanh Bnh Cho d bn c a ra bt c kiu dch v khch hng no - ln hay nh, t hay r, quy m hay khng quy m hy thc hin n vi mt phong cch nht nh. Khch hng s hi lng v ch n dch v khch hng ca bn nhiu hn thng qua phong cch m bn thc hin. Phong cch c ngha rng bn thc hin cc cng vic bn hng theo mt cch c bit no ca ring bn -- s tin cy, uy tn v th hng. Di y l 7 yu t m bn nn t vo phong cch ca mnh: 1. Ban tng khch hng mt n ci, bn s nhn c nhiu iu gi tr Duy tr dch v khch hng vi n ci trn khun mt dng nh l ci g hi rp khun. Tuy nhin nu bn mun khch hng yu thch dch v ca bn, hy thc hin n vi mt n ci chn tht. T sincere (chn tht) bt ngun t ting Latinh sine cire c ngha l khng bi sp, th hin s khng gi to. Mt n ci chn tht s khin khch hng cm thy h c cho n, an tm hn v li trong lng khch hng mt cm gic nng m. 2. To dng mt "nh ht" sng ng

58

Nh qun tr ni ting Tom Peters tng ni rng vic a ra nhng dch v tuyt vi cng ging nh khi bn trnh din trn sn khu vy. V c mt ngy mi l mt c hi vng bn th nghim mt ci g mi m. Hy ngh v bn nh mt kch s, mt nh o thut, mt nh o din sn khu, nh sng to nn nhng tnh cm tt p, mt ngi bo dn, v mt ngi em li hnh phc. Gi y ai l ngi mun b l bui trnh din k trn? 3. Ly li nim kiu hnh trong cng vic phc v khch hng Gio s Ray Pahl ti i hc ni rng rt nhiu nhn vin xem vic phc v ngi khc nh mt cng vic qu lu, hng hai vi danh ting thp km v phn thng t i. Theo h th vic lm ny khng khc nhiu lm so vi thn phn n bc. Nu l cch m i ng nhn vin ca bn nhn nhn v cng vic phc v khch hng, bn cn phi nhanh chng o to li cc nhn vin lm sao dch v khch hng tr thnh mt ngh nghip cao qu m cc nhn vin c th t ho v n. 4. Thay i nhng thng l xu Mt trong nhng l do gii thch ti sao nhiu nhn vin khng chm sc khch hng trong cng ty l v cng ty khng cho h thy phi lm nh th no. H mua nhng sn phm vt liu hng hai, nhng khim khuyt thiu st xy ra v tu tin trong vic tr li in thoi. Hy t mt vi nguyn tc tr li vo dch v ca bn bng vic hng n mc tiu tr thnh s 1 trong tt c mi th m khch hng c th nhn c. 5. Thay i nhng nhn nhn, quan im ca bn Nhng nhn nhn, quan im c v i ng nhn vin c th i din cho cch m bn biu l trong phong cch dch v khch hng. Nu bn tin rng i ng nhn vin tin tuyn ca bn khng th t mnh ra quyt nh, mi quan tm duy nht ca h l cng vic ca bn thn, v h cn mt ai ni vi h rng phi lm nhng g, c l n lc bn cn phi suy ngh li v nhng quan im ca mnh.

59

6. T thi gn gi hn vi cc khch hng Khi bn tp trung vo nhng nhu cu ca khch hng hn l nhng li ch ca bn thn, bn s tr thnh mt i tc, mt ng minh, mt ngi bn ca khch hng. V d, hng hng khng South West Airlines ca M mi khch hng tham gia vo ban tuyn dng khi hng tuyn nhn vin mi. Hay ti Anh, i ng nhn vin ca tp on bn l m phm Body Shop dnh ra hn na ngy lng cng hng thng tri tham gia thc hin nhng d n cng ng ti cc khu vc ni khch hng ca tp on sinh sng. l cch tr nn gn gi hn vi cc khch hng. 7. N lc duy tr thi chm sc khch hng Dch v khch hng khng din ra trong mt sm mt chiu c. Bn phi n lc c c nhng thnh cng v i ng nhn vin ca bn cng phi nh vy. iu c th ng ngha vi vic thay i mt vi thi quen xu chng hn nh hng nh cng c. Hoc xem xt li quan im ca bn rng i ng nhn vin khng th a ra c nhng quyt nh ng n cho khch hng (H c th!). Nhiu trng hp, bn ch cn nhng hnh ng nh nhng nhng cng c th t c kt qu nh mong mun. Bn hy xy dng cho mnh 7 thi quen trn v bn s nhanh chng khm ph ra rng bn khng ch mang li mt cm gic k diu cho khch hng, m bn cn b sung thm mt iu g c bit cho bn thn bn. (Dch t www.customerservicemanager.com)

7 iu trnh ni vi khch hng Di y l nhng pht ngn gy kh chu in hnh nht m ngi bn hng hay mc phi trong giao tip vi khch hng. End of Introduction Text--> Di y l nhng pht ngn gy kh chu in hnh nht m ngi bn hng hay mc phi trong giao tip vi khch hng. 1. Ti ngc nhin l ng/b cha bit v sn phm ca chng ti
60

Thay vo , nn ni: V ng/b ni cha r v sn phm ca chng ti, ti xin php c gii thiu i cht v sn phm v tr li nhng cu hi ca ng/b . 2. " khng phi l cng vic ca ti" Trong trng hp ny, nn ni: "Ti bit ngi c th gip ng/b gii quyt vn ny. Ti s gii thiu ng/b vi ngi ". 3. "Xin li, n gi ng ca, nn ti khng th phc v ng/b" Hnh vi ny cho thy, bn lm vic mt cch my mc nh chic ng h, ch khng phi lm vic theo cam kt tha mn nhu cu ca khch hng. 4. "ng/b l ngi u tin than phin v dch v ca chng ti" Trong tnh hung nh vy, bn cn ni: "Rt cm n ng/b v vic ny, chng ti s ci thin cht lng dch v ca mnh". 5. "Xin nhc li tn ca ng/b v ngh cho bit vn " Cu ni ny cho thy, bn khng lng nghe, ng thi chc tc thm ngi vn c chuyn khng hi lng. 6. "Qui qu tht, giao thng tht khng khip, ti au u qu..." Thay vo , bn cn vui v: "Xin cho. Rt vui c phc v ng/b". 7. "Vic ny i ngc li chnh sch ca chng ti" Khch hng khng mun giao dch vi nhng ngi quan liu, cng nhc, nn ngi bn hng cn nh nhn tm hng gii quyt linh hot trong chng mc c th. Theo u T 7 thi quen ca ngi bn hng km thnh cng Tc gi: Maura Schreier-Fleming Bn c th hc c nhng g t ngi khc? i khi chnh l nhng iu cn phi trnh. Di y l nhng sai lm s gy ra ph tn cho vic kinh doanh ca bn 1. Ngh rng bn c th t lm tt c mi vic Bn hng tng l tr chi ca nhng con s. Trong qu kh bn c th ch cn mt cht thi gian cho vic mm ci v gi in thoi l mi vic c th tin trin. Ngy nay qu nhiu ngi bn rn qu n ni khng th ch nghe ly mt cuc in thoi. Nhng cuc gi lnh thng c kh nng rt thp v ch tiu tn thi gian nu thi gian vi bn l khng h ng gi cht no. iu m ngi bn hng cn c h tr t nhng ngi khc chnh l s dn dt v gii thiu nhit tnh gp g cc khch hng mi 2. Ni qu nhiu Mt s ngi bn hng ngh rng ngi bn hng gii nht phi l ngi ni chuyn hay nht. Thc t iu ny khng phi nh vy. Nhng ngi bn hng gii nht l ngi bit lng nghe mt cch tuyt vi v h rt bit cch dng n s im lng
61

Im lng tht s l vng trong vic bn hng. Bn hy vn dng n n khi mun khch hng ni nhiu hn na. Im lng l cch mang li kt qu thch ng khi bn bit lng nghe th no khng ngt li khch hng ca bn. N thch hp s dng khi bn ngh v nhng g khch hng ca bn ang ni. iu ny s gip bn c th cho anh y mt cu tr li thu o 3. Hnh ng ging nhau trong mi tnh hung Mt trong nhng tiu ch d bo thnh cng l tnh linh hot hoc kh nng lm khc i trong nhng tnh hung khc nhau. Mt s ngi bn hng bt u nhng cuc gi ca h theo mt cch ging nhau v ni ht nh nhau vi mi loi khch hng. Thc t l mi khch hng mi khc nhau v ngi bn hng cn p ng ng vi dng khch hng m mnh ang ni chuyn Khng g thch hp hn vic i ngay vo vic kinh doanh trong mt cuc gi bn hng cho mt khch hng quyt on, v ch ng v cm xc. Song tht khng hp cht no nu cng lm nh th vi mt khch hng t quyt on hn v d sai khin hn. 4. Mong ch nhng vic xy ra ngay Kin nhn l mt t cht c bit m ngi bn hng cn c. C vi vic tht s mt thi gian. Nu bn mun vic kinh doanh qu ti t ca mnh c ci thin hn th bn phi bn b v c gng lin lc u n vi khch hng sut nhiu thng lin. Kin nhn v khng b cuc th ti khon bn s thu c ng gi vi cng sc b ra. Thng lng c th mt nhiu thi gian v s thiu kin nhn s dn n chm dt giao dch v c th khin cho bn mt tin. Ngi bn hng phi c kh nng gii quyt c nhng m h v bt ng. S kin nhn l sc mnh ca bn khi n c kt hp vi s bn b. 5. Khng ni tht. Ngi bn hng khng ch cn trung thc vi khch hng, m cn vi bn thn h na. Mt s ngi bn hng t la gt mnh l vic mua bn s xy ra d cho thc t khng phi vy. H ni vi ngi qun l ca mnh rng cuc giao dch s kt thc nhanh chng bi v h hy vng nh th. Nu mt khch hng vn cn suy ngh thm rng liu h c nn chp nhn mua hay khng, th cn phi ch xem th no v kt qu s khng nh bn hy vng. Hy trung thc vi chnh mnh. Hy n v tip cn mc tiu tip theo. 6. Khng chm sc khch hng chu o. Bn hng khng n gin l t ra mt cu hi tm thy nhng li t chi v sau nh bi tng li t chi khut phc khch hng. Nu iu bn a ra khng hp l, hy qun vic bn hng ngay i. Hy tm nhng cng vic tim nng khc cn n li ch v gi tr ca bn. 7. Ngh rng bn hng l chuyn d nh bn
62

Ngi ta ngh rng vic bn hng l d dng ch bi v nhng ngi bn hng v i khin cho vic ny trng c v qu d. Mi y ti ni chuyn vi mt ngi bn hng bc thy bn c ngy cng nhiu hp ng bo lnh rng buc xy dng tr gi 50 triu USD sut nhiu nm. ng ta ni rng mnh khng bao gi phi chun b cho mt cuc gi cho hng. Khi ti hi ng ta l th no khi ng gi in bn hng m bit rt t v tim nng ca cuc giao dch v nhng yu cu chung. Khi ng ta lin hi li ti nn chun b nhng g. Ti tr li " Anh c th ngh rng anh khng chun b, nhng anh ang s dng vic chun b sut 30 nm bn hng". Vic bn hng ch d dng khi bn khng bit bn ang lm g. Bn c th hc t nhng sai lm ca mnh. S cn tt hn na nu bn hc c t nhng sai lm ca ngi khc. Trnh c nhng sai lm ny th bn s cng thnh cng hn 8 cch cho hng trc tuyn khng th t chi Ngy nay, ngi tiu dng bit rng cc thng tin c nhn ca h l v gi, v h s khng cung cp cho bn tr khi bn a ra c nhng l do tht s thuyt phc lm h kh c th t chi. Trong lnh vc kinh doanh trc tuyn, mt danh sch a ch e-mail phong ph c kh nng gip bn gia tng ng k doanh s li nhun - khng ch trong hin ti m cn trong tng lai lu di. Do , bn hy thit k nhng chng trnh khuyn mi km theo li cho mi hp dn thu ht mi ngi mua sm sn phm/dch v ca bn. Nhng mi ca bn nn: - a ra cc li ch c th, - Lin quan ti l do m mi ngi ang gh thm trang web ca bn, - a ra cho h mt l do lu ti a ch e-mail ca bn hay tip tc quay tr li vi trang web. C rt nhiu cc li cho mi khc nhau m bn c th s dng mi ngi cung cp cho bn cc thng tin c nhn ca h, nhng khng phi tt c cc li cho mi u thch hp vi mi trang web hay mi hot ng kinh doanh trc tuyn. V d, a s mi ngi u ngh rng cc bn tin nh k cn c thc hin lin tc. Nhng i vi mt vi hot ng kinh doanh c th, cc bn tin s khng pht huy hiu qu, chng hn nh trang web kinh doanh my git v my sy. Trc khi bn khi ng k hoch th tin tc, hy ngh n vic bn c th nh k gi i bao nhiu thng tin ti khch hng v s cn bao nhiu thi gian sp xp, b tr cc thng tin thnh mt bn tin hon chnh. Nu h thng th tin tc khng ph hp vi hot ng kinh doanh ca bn, bn c th tham kho 8 gi khc l 8 li cho mi m mi ngi kh c th t chi nhm gip bn thu thp nhiu hn cc a ch e-mail c nhn:
63

1. Cho mi mt kha o to min ph: Nu bn tch ly c nhiu kin thc chuyn mn trong lnh vc ca mnh, bn c th tn dng v th chuyn gia vo cc kho o to min ph. Hy t hi xem u l loi thng tin m mi ngi thng tm kim khi gh thm trang web ca bn v u l nhng iu bn c th truyn t cho h. Kha o to ca bn c th bao gm c hnh nh, m thanh, vn bn ti liu - thm ch c video - nhn chung l bt c th g thch hp vi nhng d liu bn cung cp. Bn ch gi ng link dn ti trang web t chc kho o to cho nhng ai ng k thng tin. Khng nh e-mail, trang web ca bn s khng c bt c gii hn no v phong ph truyn thng m bn c th gii thiu. Mt khi bn t chc c kho hc, bn c th s dng h thng t ng tr li gi e-mail ti nhng ngi ng k, ng thi gii thiu v hot ng kinh doanh km theo li cho mi chi tit tham gia kho hc. V phn quan trng nht l bn s lin lc vi h cng cc thng tin theo ng yu cu c th. 2. Cho mi mt cun sch in t min ph: Mt cun sch in t khng cn phi di hng trm trang mi c xem l c gi tr. Thng tin trong mt cun sch in t c th ch gi gn t 8 n 10 trang m vn c th cung cp nhng gi tr ln cho mi ngi. Bn c th khin cun sch tr nn hp dn hn khi khuyn khch khch hng gi cun sch in t ca bn ti nhng ngi khc. Thng ip ca bn c th lan ta rt nhanh v gip bn thu ht thm nhiu khch hng tim nng quan tm ti sn phm/dch v ca bn. 3. Cho mi cc bi bo, bi vit hay c th ti v: Nu trang web ca bn c nhiu bi bo, bi vit, ti liu qu v b ch, mt trong nhng cch thc hiu qu thu thp a ch e-mail l yu cu cc khch gh thm trang web s phi ng k nu h mun ti v ton vn ti liu . Ch cn bn a ra c nhng thng tin hu ch v cc bi bo, bi vit cha ng nhng ni dung m mi ngi khng th nhn c min ph nhng ni khc, bn hon ton c th yn tm rng s thu thp nhanh chng mt lng ln a ch e-mail c nhn khi s dng chin lc ny. Nu bn khng c chuyn mn trong vic vit lch, hoc vn bn ti liu hay hot ng kinh doanh ca bn khng thch hp vi nhng cho mi nh vy, bn vn c th a ra nhng li cho mi khng yu cu vic vit lch, hoc vn bn giy t, v d: 4. Cho mi nhng th khc c th ti v: Cc bi bo, bi vit khng phi l th duy nht bn c th cho mi mi ngi ti v t trn trang web ca bn. Ti sao bn khng cho mi nhng thip in t, screensavers, desktop wallpapers hay cc phn mm tin ch khc m mi ngi c th s dng i li cc thng tin c nhn ca h?. V d, nu bn kinh doanh sch lin quan ti chm sc vt nui, bn c th cho mi cc tm thip in t hay cc tm thip mng c th in n vi hnh nh nhng con vt xinh
64

xn, ng yu. Hay nu bn cho thu nh gn bi bin, bn c th d dng thit k cc screensaver vi nhng hnh nh b bin th mng. Bn thm ch c th cho mi vic ng k nhn qu hng thng min ph hay to ra khu vc dnh cho cc thnh vin vi mt vi khuyn mi c bit. 5. Cho mi tham gia mt cuc thi nh k, cuc trc nghim hay tr chi: Ty thuc vo loi hnh kinh doanh ca bn m c rt nhiu la chn a dng nh t chc mt cuc thi, mt cuc trc nghim hay tr chi. V d: - Mt cuc thi vi gii thng l mt trong cc sn phm ca bn. Nhng bn cn nh rng, ng a ra gii thng l cc sn phm quan trng nht m bn kinh doanh. Mi ngi s tham gia cuc thi vi hy vng thng cuc, sau ri trang web m khng quan tm ti vic mua sm thc t. - Mt cuc thi m phn thng l mt li ch no (nh mt phiu gim gi,...) lin quan ti sn phm ca bn. Bn cng c th t chc mt cuc thi m phn thng l mt chic bnh sinh nht min ph t mt ca hng bnh ln cn hay mt phiu tham gia s kin no . - Mt tr chi, cuc trc nghim vui hay cc cu hng tun. Loi tr chi v kiu trc nghim hon ton ph thuc vo bn. Bn c th t chc n nh mt cuc thi v cng b tn ngi trng thng, hay bn c th yu cu mi ngi cung cp cc thng tin ca h nhn c cu tr li. 6. T chc mt cuc thm d: Cc cuc thm d lun l mt li gii thch tt bn xut hin trong cc nhm tin tc lin quan, cc din n hay cc h thng th tin tc. Bn s cung cp mt ng link ti trang thm d trn trang web ca bn. Hy nhng ngi tham gia bit rng bn s gi cho h kt qu nu h li tn v a ch e-mail. Bi v mi ngi s phi vo trang web ca bn in cc thng tin thm d, bn nn tn dng li th ca tt c nhng ln gh thm mi ny v a ra cc cho mi hp dn. 7. Cho mi t cch thnh vin ca mt din n hay mt nhm tho lun: Cc din n v cc nhm tho lun c th to ra sc hp dn ln i vi mi ngi khi gh thm trang web ca bn. Bn c th tn dng v cung cp mt a ch nhng ngi cng chung s thch gp g v tho lun v cc mi quan tm ca h. Bn cnh vic thu ht mi ngi tham gia, cch thc ny s l c hi ln bn tm hiu v khch hng v nhng loi sn phm/dch v, t bn c th p ng tt hn hn na nhu cu ca h nhm thc y kinh doanh tng trng. Bn ch cn lp mt vi quy tc cng ng v m bo cho din n vn hnh n nh, cn nhng ngi tham gia s cng nhau xy dng gi tr ni dung cho trang web ca bn. 8. Cho mi cc s kin c bit vn ch dnh cho cc thnh vin: Mt trong nhng cch n gin nht ng vin mi ngi cung cp cc thng tin c nhn cho bn l cho mi mt c hi tit kim tin bc. N c th n gin nh: Qu v c mun nhn c nhng khuyn mi c bit vn ch dnh cho cc thnh vin?. Mi thng chng ti a ra mt s lng khuyn mi c hn cho cc thnh vin ng k m qu v khng th
65

c c bt c u!. bt u tit kim tin bc ngay t lc ny, hy ng k theo mu di y. y l mt cch tuyt vi ng vin mi ngi cung cp thng tin, ng thi khin cc khch hng tim nng ca bn c c cm gic thoi mi trc khi h mua sm sn phm/dch v. Ngoi ra, cn c rt nhiu nhng li cho mi hp dn khc gip bn thu thp thng tin c nhn, cng nh qung b hot ng kinh doanh mt cch hiu qu - bn ch cn thm vo i cht sng to khi la chn phng thc ph hp nht vi bn v vi th trng mc tiu ca bn. (Dch t Entrepreneur - theo Bwportal.com) 8 cch cho hng trc tuyn khng th t chi Ngy nay, ngi tiu dng bit rng cc thng tin c nhn ca h l v gi, v h s khng cung cp cho bn tr khi bn a ra c nhng l do tht s thuyt phc lm h kh c th t chi. Trong lnh vc kinh doanh trc tuyn, mt danh sch a ch e-mail phong ph c kh nng gip bn gia tng ng k doanh s li nhun - khng ch trong hin ti m cn trong tng lai lu di. Do , bn hy thit k nhng chng trnh khuyn mi km theo li cho mi hp dn thu ht mi ngi mua sm sn phm/dch v ca bn. Nhng mi ca bn nn: - a ra cc li ch c th, - Lin quan ti l do m mi ngi ang gh thm trang web ca bn, - a ra cho h mt l do lu ti a ch e-mail ca bn hay tip tc quay tr li vi trang web. C rt nhiu cc li cho mi khc nhau m bn c th s dng mi ngi cung cp cho bn cc thng tin c nhn ca h, nhng khng phi tt c cc li cho mi u thch hp vi mi trang web hay mi hot ng kinh doanh trc tuyn. V d, a s mi ngi u ngh rng cc bn tin nh k cn c thc hin lin tc. Nhng i vi mt vi hot ng kinh doanh c th, cc bn tin s khng pht huy hiu qu, chng hn nh trang web kinh doanh my git v my sy. Trc khi bn khi ng k hoch th tin tc, hy ngh n vic bn c th nh k gi i bao nhiu thng tin ti khch hng v s cn bao nhiu thi gian sp xp, b tr cc thng tin thnh mt bn tin hon chnh. Nu h thng th tin tc khng ph hp vi hot ng kinh doanh ca bn, bn c th tham kho 8 gi khc l 8 li cho mi m mi ngi kh c th t chi nhm gip bn thu thp nhiu hn cc a ch e-mail c nhn: 1. Cho mi mt kha o to min ph: Nu bn tch ly c nhiu kin thc chuyn mn trong lnh vc ca mnh, bn c th tn dng v th chuyn gia vo cc kho o to min ph. Hy t hi xem u l loi thng tin m mi ngi thng tm kim khi gh thm trang web ca bn v u l nhng iu bn c th truyn t cho h.
66

Kha o to ca bn c th bao gm c hnh nh, m thanh, vn bn ti liu - thm ch c video - nhn chung l bt c th g thch hp vi nhng d liu bn cung cp. Bn ch gi ng link dn ti trang web t chc kho o to cho nhng ai ng k thng tin. Khng nh e-mail, trang web ca bn s khng c bt c gii hn no v phong ph truyn thng m bn c th gii thiu. Mt khi bn t chc c kho hc, bn c th s dng h thng t ng tr li gi e-mail ti nhng ngi ng k, ng thi gii thiu v hot ng kinh doanh km theo li cho mi chi tit tham gia kho hc. V phn quan trng nht l bn s lin lc vi h cng cc thng tin theo ng yu cu c th. 2. Cho mi mt cun sch in t min ph: Mt cun sch in t khng cn phi di hng trm trang mi c xem l c gi tr. Thng tin trong mt cun sch in t c th ch gi gn t 8 n 10 trang m vn c th cung cp nhng gi tr ln cho mi ngi. Bn c th khin cun sch tr nn hp dn hn khi khuyn khch khch hng gi cun sch in t ca bn ti nhng ngi khc. Thng ip ca bn c th lan ta rt nhanh v gip bn thu ht thm nhiu khch hng tim nng quan tm ti sn phm/dch v ca bn. 3. Cho mi cc bi bo, bi vit hay c th ti v: Nu trang web ca bn c nhiu bi bo, bi vit, ti liu qu v b ch, mt trong nhng cch thc hiu qu thu thp a ch e-mail l yu cu cc khch gh thm trang web s phi ng k nu h mun ti v ton vn ti liu . Ch cn bn a ra c nhng thng tin hu ch v cc bi bo, bi vit cha ng nhng ni dung m mi ngi khng th nhn c min ph nhng ni khc, bn hon ton c th yn tm rng s thu thp nhanh chng mt lng ln a ch e-mail c nhn khi s dng chin lc ny. Nu bn khng c chuyn mn trong vic vit lch, hoc vn bn ti liu hay hot ng kinh doanh ca bn khng thch hp vi nhng cho mi nh vy, bn vn c th a ra nhng li cho mi khng yu cu vic vit lch, hoc vn bn giy t, v d: 4. Cho mi nhng th khc c th ti v: Cc bi bo, bi vit khng phi l th duy nht bn c th cho mi mi ngi ti v t trn trang web ca bn. Ti sao bn khng cho mi nhng thip in t, screensavers, desktop wallpapers hay cc phn mm tin ch khc m mi ngi c th s dng i li cc thng tin c nhn ca h?. V d, nu bn kinh doanh sch lin quan ti chm sc vt nui, bn c th cho mi cc tm thip in t hay cc tm thip mng c th in n vi hnh nh nhng con vt xinh xn, ng yu. Hay nu bn cho thu nh gn bi bin, bn c th d dng thit k cc screensaver vi nhng hnh nh b bin th mng. Bn thm ch c th cho mi vic ng k nhn qu hng thng min ph hay to ra khu vc dnh cho cc thnh vin vi mt vi khuyn mi c bit.
67

5. Cho mi tham gia mt cuc thi nh k, cuc trc nghim hay tr chi: Ty thuc vo loi hnh kinh doanh ca bn m c rt nhiu la chn a dng nh t chc mt cuc thi, mt cuc trc nghim hay tr chi. V d: - Mt cuc thi vi gii thng l mt trong cc sn phm ca bn. Nhng bn cn nh rng, ng a ra gii thng l cc sn phm quan trng nht m bn kinh doanh. Mi ngi s tham gia cuc thi vi hy vng thng cuc, sau ri trang web m khng quan tm ti vic mua sm thc t. - Mt cuc thi m phn thng l mt li ch no (nh mt phiu gim gi,...) lin quan ti sn phm ca bn. Bn cng c th t chc mt cuc thi m phn thng l mt chic bnh sinh nht min ph t mt ca hng bnh ln cn hay mt phiu tham gia s kin no . - Mt tr chi, cuc trc nghim vui hay cc cu hng tun. Loi tr chi v kiu trc nghim hon ton ph thuc vo bn. Bn c th t chc n nh mt cuc thi v cng b tn ngi trng thng, hay bn c th yu cu mi ngi cung cp cc thng tin ca h nhn c cu tr li. 6. T chc mt cuc thm d: Cc cuc thm d lun l mt li gii thch tt bn xut hin trong cc nhm tin tc lin quan, cc din n hay cc h thng th tin tc. Bn s cung cp mt ng link ti trang thm d trn trang web ca bn. Hy nhng ngi tham gia bit rng bn s gi cho h kt qu nu h li tn v a ch e-mail. Bi v mi ngi s phi vo trang web ca bn in cc thng tin thm d, bn nn tn dng li th ca tt c nhng ln gh thm mi ny v a ra cc cho mi hp dn. 7. Cho mi t cch thnh vin ca mt din n hay mt nhm tho lun: Cc din n v cc nhm tho lun c th to ra sc hp dn ln i vi mi ngi khi gh thm trang web ca bn. Bn c th tn dng v cung cp mt a ch nhng ngi cng chung s thch gp g v tho lun v cc mi quan tm ca h. Bn cnh vic thu ht mi ngi tham gia, cch thc ny s l c hi ln bn tm hiu v khch hng v nhng loi sn phm/dch v, t bn c th p ng tt hn hn na nhu cu ca h nhm thc y kinh doanh tng trng. Bn ch cn lp mt vi quy tc cng ng v m bo cho din n vn hnh n nh, cn nhng ngi tham gia s cng nhau xy dng gi tr ni dung cho trang web ca bn. 8. Cho mi cc s kin c bit vn ch dnh cho cc thnh vin: Mt trong nhng cch n gin nht ng vin mi ngi cung cp cc thng tin c nhn cho bn l cho mi mt c hi tit kim tin bc. N c th n gin nh: Qu v c mun nhn c nhng khuyn mi c bit vn ch dnh cho cc thnh vin?. Mi thng chng ti a ra mt s lng khuyn mi c hn cho cc thnh vin ng k m qu v khng th c c bt c u!. bt u tit kim tin bc ngay t lc ny, hy ng k theo mu di y. y l mt cch tuyt vi ng vin mi ngi cung cp thng tin, ng thi khin cc khch hng tim nng ca bn c c cm gic thoi mi trc khi h mua sm sn phm/dch v.
68

Ngoi ra, cn c rt nhiu nhng li cho mi hp dn khc gip bn thu thp thng tin c nhn, cng nh qung b hot ng kinh doanh mt cch hiu qu - bn ch cn thm vo i cht sng to khi la chn phng thc ph hp nht vi bn v vi th trng mc tiu ca bn. (Dch t Entrepreneur - theo Bwportal.com) 9 li khuyn bn c nhiu hng nht Vic lp k hoch cng tc hng ngy l iu cn thit doanh nghip m bo gi c nhp hot ng cao v i ng hng. Di y l 9 li khuyn c th m nu p dng ng c th to ra s khc bit ln v kt qu kinh doanh ca bn. 1. Trnh lp k hoch vi qu nhiu cuc gi in thoi. Bn cng khng nn sp xp qu nhiu cuc gp hoc nhng hot ng khc. Bi nh vy s khng th dnh thi gian cho nhng vic thit thc nht, cn thit nht. 2. Gii quyt nhanh chng v hiu qu nhng yu cu ca khch hng. Trnh li gii quyt sau khi bn hon ton c th x l ngay. 3. Chun b cng vic hng ngy t cui bui chiu hm trc. 4. Lp k hoch c nhn mnh n mc quan trng, u tin ca nhng cng vic c th. 5. Dnh mt phn thi gian hng ngy cho vic khuch trng sn phm, dch v, trin vng sn phm mi, tm gii php ti u cho doanh nghip. 6. T chc cng vic hng ngy thnh cc nhm c lin quan vi nhau hp l ho thi gian gii quyt, trnh chng cho, trng lp. 7. m bo rng, bn ch dnh thi gian vo nhng vic tht s c cht lng. 8. Lun nhn mnh n nhng mc tiu bn hng ti a ho thi gian hng ngy cho hot ng ny. 9. Cui cng, ch qun vic ci thin k nng bn hng, kin thc v sn phm, nhn s v pht trin k nng ngh nghip cho nhn vin. Mi b quyt vt qua ni s ca vic bn hng Rachna D.Jain i! Bn hng. i khi, y l mt t m ngay c nhng doanh nhn can m nht cng e ngi v khip s. N c v nh, mc d hon ton bit r rng chng ta cn " bn" nhng sn phm v dch v ca mnh, th nhng nhiu ngi trong s chng ta vn cm thy ng s hoc lo lng v thc t phi lm nh vy. 10 b quyt di y c chng ti nghin cu c th gip bn thot khi ni s hi ca mnh, v chuyn sang hng th, i vi cng vic chia s cc sn phm hoc dch v. 1)Bit c ngun gc s s hi ca bn.
69

B quyt ny nhc nh chng ta rng iu cn thit, trc ht l, phi bit c chng ta ang s hi iu g. Thng thng th, nhng ni s bn hng c nhiu nguyn nhn khc nhau. Chng ta lo lng v vic khng c a thch, hoc s b cho l khoc loc, chng ta (m thm) lo lng rng sn phm hoc dch v ca chng ta c th khng c nh nhng g chng ta ni, hoc chng ta u tranh vi t tng b t chi, b cng kch. Bit ngun gc ni s hi (i khi n c th l mt s kt hp tt c nhng nguyn do trn) l mt phn quan trng vt qua tnh trng s bn hng ca bn. 2) Hnh ng nhm vo ngun gc ni hi . Theo cch ny, bn ang hnh ng chin thng ni s hi ca mnh. Trong vi trng hp, iu ny c th c ngha rng bn cn phi ci thin sn phm hoc dch v ca bn (bn c th s dng s phn hi ca khch hng cho mc ch ny), hoc bn c th tm nhng cch chia s sn phm / dch v theo cch m bn cm thy trung thc v t nhin hn cho bn. 3) Tm thy s nhit tnh cho nhng g bn ang bn. Mt trong nhng k thut tt nht m Ti tng dng n chin thng ni s bn hng ca mnh l khi dy cm xc mnh m v s hng hi nhng g ti mang n cho khch hng. Ti lp mt danh sch tt c cc li ch k diu tht s v kt qa thnh cng ca nhng khch hng trc. Ti treo danh sch ny bn cnh ni ti c th nhn thy n hng ngy. Hy th iu ny cho chnh mnh - S t tin ca bn s thng thin nh pho hoa 4) Thay i nhng quan im ca bn Bn thn bn cm thy th no v " vic chia s thng tin " m bn ang lm? L bn " Cho ngi ta thy nhng li ch " hay " Chia s cm xc mnh m ca bn? " Nu bn cm thy khng thoi mi hoc thy lo lng hay e ngi v " vic bn hng"- Hy nn tm cch thay i quan im ca bn v nhng thng tin chia s hn l " thuyt phc ai mua hng ". 5) Khi ng vi nhng mc tiu nh. Thng th, ngi ta c khuynh hng gii quyt nhng d n ln vt qu kh nng tng ng m h c th hon thnh Khi bn mun chin thng ni s bn hng, hy bt u t nhng mc tiu nh. C th trc ht bn nn chia s doanh nghip mi ca bn vi mt vi ngi bn ng tin cy v sau dn dn tm cch m rng vic chia s ca bn n mt phm vi ln hn. Cc doanh nghip thnh cng nht l nhng ngi c th tc ng n nhng ngi khc vi mt phong cch trung thc, chn thnh, v nng nhit. V vy hy tm ly mt phong cch m bn cm thy thoi mi v trung thnh vi n . 6) Theo di nhng thnh cng ca bn.
70

Lun mang bn mnh mt quyn nht k " chin thng " hoc "thnh cng" v ghi vo nhng thnh tch ca bn mi ngy. Cun s ny s gip bn lun c thc l bn t c nhiu kt qu tt . Chng ta i khi hay qun mt iu ny. 7) Thy vui vi cng vic ny . Thay v tip cn cng vic ny vi t tng tru nng " Phi " "Cm thy khng tt " bn hy nn tm mt cch vui v, th v chia s kin thc hoc cm xc mnh m ca bn. Mt vi khch hng ca ti gia nhp vo cc nhm kinh doanh, mang tng min ph, tng nhng sn phm / dch v cho nhng hi t thin - Tt c nhng iu rt d dng, vui v, v th m thu nhp bt u sinh ra. iu g mang li nim vui cho bn? 8) Lun tp trung vo kt qa mong mun ca bn. a s con ngi ta hnh ng v t n nhng mc ch ca h bi v h lun tp trung vo nhng li ch ca nhng vic h lm. i khi, vic nhc nh bn thn bn mun g, ti sao bn ang lm cng vic ny c th s gip bn thc hin hnh ng tip theo v tip theo na. 9) Thot khi ngh kt qa s biu hin ra sao Thng th chng ta hay b gn cht vi vic phi t c doanh s" hoc gp phi mt tnh trng khng nh mong i. Thay vo , ti sao khng tp trung n lc " Ti s th hin mt phong thi cao c, nhit tnh, v nng nhit " hn l kt qa : " H s mua X sn phm ny. " Thng th, nu bn lun tp trung n lc - lm mt cng vic ln th nhng thnh qu li chuyn bin tt hn bn tng hnh dung. 10) Lin tc luyn tp. Nh mi k nng kinh doanh khc, "bn hng" tr nn ngy cng d hn nu bn thc hnh n cng nhiu. V th hy i ra ngoi, khi ng nhng mc tiu nh, v lin tc thc hnh vic bn hng. 10 phm cht cn c ca mt chuyn gia bn hng chuyn nghip Tc gi:Trn Phng Minh Mt s nghin cu v k nng v tnh cch ca cc chuyn gia bn hng chuyn nghip - nhng ngi thnh cng trong vic li cun, thuyt phc khch hng mua sm sn phm, dch v ca h, cho thy rng, t nht c 10 phm cht quan trng to nn mt ngi bn hng c khi. Bn c mun khm ph 10 phm cht ? Nu mun ci thin hot ng bn hng ca mnh, bn khng th b qua nhng phm cht ny. Hy tm hiu k lng v xem xt xem liu bn c bao nhiu trong s 10 tnh cch ca mt chuyn gia bn hng chuyn nghip. Nu bn khng tm thy nhng tnh cch trn trong hot ng bn hng ca mnh, hy tm cch hc hi, rn luyn to ra chng. 1. Nim am m chy bng mun minh chng mt iu g
71

Cho d theo ui bt c loi hnh kinh doanh no, mt ngi bn hng chuyn nghip lun c nhng l do mnh m ng sau mong mun hng ti thnh cng. L do lp nghip ca ti l mun chng t bn thn cho cha m thy rng ti hon ton c bn lnh lm ch cuc i mnh. Ti ri trng cao ng ch sau 90 ngy nhp hc khi bit rng nn tng gio dc c bn khng ph hp vi ti. Cha m ti t rt nhiu hy vng vo ti v h cm thy v cng tht vng vi hnh ng b hc ny. Cha ti tng ni: M v b lun yu qu con, thm ch c khi con khng thnh t. chnh l cuc ni chuyn u tin em li cho ti ng c phn u, v n nhen nhm trong ti nim am m tr thnh mt con ngi thnh cng nht, qua chng t cho cha m thy mt vi iu g . Bn ang c gng chng minh iu g? V vi ai? Bn phi bit l do ti sao bn la chn loi hnh kinh doanh ca ring mnh. 2. S quan tm ti ngi khc Nu bn mong mun c c nhng thnh cng trong kinh doanh, bn phi thc s quan tm ti mi ngi xung quanh v lm sao cuc sng ca h tr nn tt p hn. Bn phi hc cch lm sao khch hng bc l bn thn, khin h cm thy mnh quan trng v thu hiu khch hng su sc xc nh bn c th lm g gip h. 3. Nim tin v sc mnh Nhng ngi bn hng chuyn nghip lun bc l mt nim tin v sc mnh trong cch m h ni cng nh cch hnh ng ca mnh. Mi c ch, dng iu ca h thng tot ln v lch s. H mc nhng b qun o trang nh. H s dng ngn ng c th mt cch sng to. Nu bn khng chc chn lm v tnh cch ny, hy th hi mt ai m bn tin tng h nh gi bn v a ra cho bn nhng li khuyn hu ch. 4. S cm thng thnh cng, bn phi cn bng gia ci ti c nhn vi nhu cu cn thit km theo mt s nng m chn tht. S quan tm chn thnh ti hnh phc ca nhng ngi m bn giao dch s to ra mi quan h tin tng qua cho php bn phc v khng ch nhng mong i ca bn thn m cn ca bn b, ngi thn v nhng ngi quen bit m rt c th h s k v bn, v cng ty bn cho v s nhng ngi khc nghe. 5. Hng trng tm vo cc mc tiu Nu thc s nghim tc vi cc hot ng kinh doanh ca mnh, bn cn t ra nhng mc tiu r rng v chuyn ti chng thnh vn bn. Bn bit chnh xc nhng g bn ang n lc phn u v mong i khi no th nhng mc tiu ra c hon thnh. Nhn thc c tng lai ca mnh, bn s tp trung hn vo cng vic kinh doanh mi ngy sao cho hiu qu nht.
72

6. Kin tr v bn b Cc nh bn hng chuyn nghip lun bit lp k hoch mt cch hiu qu nht nhm tin tng bc vng chc trn con ng i n mc tiu ra. H da trn nhng h thng c chng minh tnh hiu qu hoch nh thi gian biu v hc hi nhng sch lc qun l thi gian hu hiu nht. 7. Nhit tnh ngay c trong nhng tnh hung kh khn nht Qu kh l khng th thay i cng nh khng th kim sot c tng lai, v vy, bn phi sng cho ngy hm nay, hy lm nhng iu tt nht c th mi ngy tri qua l mt ngy ca s hon thnh cng vic v t c cc mc tiu ra. Khi bn ng u vi mt tnh hung kh khn c th bn rt s nhit tnh ca bn, hy hnh dung n mt cch r rng c trong tm tr ln trn giy t. Sau quay li i mt vi n v cm xc ca bn tr li bnh thng. V ri bn s nhn nhn li vn vi u c tnh to v nh nhng. Mt cch thoi mi, bn s cm thy ngc nhin khi phn ln cc trng hp u khng qu t hi nh nhng g bn suy ngh ban u. 8. Lm vic vi quan im tch cc Hy bit gi vng tnh tch cc trong quan im ca mnh, trnh s k, ngi l i mch, gin d v nhng suy ngh tiu cc. ng cho php s tiu cc ly i sinh lc ca bn hay cm d bn i lch khi con ng m bn la chn. 9. Thu hiu rng yu t con ngi ng vai tr quan trng hn vt cht v tin bc Nhng doanh nhn thnh cng lun lun bit qu trng khch hng. H thu hiu ngha ca mt cu thnh ng c: Bn phi b tin bc ra c c tin bc, v nim tin tn ngng chnh l vn con ngi. H u t mt cch khn ngoan vo nhng iu em li s tt p cho cc khch hng m h phc v. 10. Mt s u t nghim tc t trong tm tr Cc nh kinh doanh chuyn nghip l nhng ngi hc hi sut i. Ti bit rng bn s c c tnh cch n gin ch bi bn ang c bi vit ny. Hy t ra mc tiu tr thnh ngi hc hi sut i, v bn s khng bao gi gp phi nhng khonh khc ng ngn. Hn th na, bn s c c nhng thnh cng k diu trong bt c iu g m bn t ra trong tm tr l cn phi hc hi! (Dch t bi vit ca tc gi Tom Hopkins trn tp ch The Entrepreneur). i nt v tc gi: Tom Hopkins l mt chuyn gia v Sales Basics (Nhng vn c bn trong hot ng bn hng) ti Entrepreneur.com v ni ting th gii vi t cch l Chuyn gia o to nhng qun qun bn hng (The builder of sales champions). Trong
73

hn 30 nm qua, ng cung cp nhiu kho o to v hot ng bn hng cao cp thng qua cng ty ca mnh l Tom Hopkins International. 10 sai lm ph bin nht trong hot ng bn hng Tc gi:Trn Phng Minh Bt k cu binh no trn thng trng cng u c th k cho bn nghe mt cu chuyn v nhng sai lm khin h phi tr gi t. V h khng bao gi lp li nhng sai lm ln th hai. Cn bn, mt tn binh, liu bn c bit rt kinh nghim t nhng sai lm ca ngi khc, bn thn s khng phi k li nhiu cu chuyn vi phn kt ng tic? Di y l 10 sai lm ph bin nht trong hot ng bn hng: Sai lm 1: Thiu mt hnh nh chuyn nghip. Nu bn mun mi ngi lng nghe bn v ch ti nhng g bn ni v sn phm hay dch v, bn phi th hin c mt hnh nh chuyn nghip thc th - t hnh thc n thi , ngha l bn cn n mc chnh t, dng ng thng, ni nng t tin. Mi ngi s mua sm sn phm/dch v ti cng ty bn nh lng nhit tnh v kh nng thuyt phc ca bn i vi h hn l kin thc ca bn v sn phm. Sai lm 2: Ni qu nhiu. Khi bn ni nhiu, bn cho rng mnh ang trnh by nhng thng tin cn thit, trong khi khch hng li ch cm thy rng bn ang li nhi v nhng g h khng quan tm. Vy th bn hy hi khch hng v nhu cu ca h, tc l bn ang bn hng; bn ang tm kim nhng g khch hng thc s mun c. Sau , bn mi bt u dn dt h ti mt sn phm hay dch v thch hp. Sai lm 3: T vng ca bn. T ng to ra hnh nh trong tm tr con ngi. C mt s t ng lun khin cho khch hng b i. V d, bn cn trnh s dng t hp ng trong bn hng. Tt c chng ta u bit rng cc hp ng l vn bn php l rng buc v s cn n mt s trnh t theo lut nh chm dt mi quan h hp ng. Bn c th thay bng mt s t khc thch hp hn - hy gi bn hp ng ca bn l tho thun ghi nh, n t hng hay bin bn.... Hy lu cc t ng bn s dng v thay th bt c t ng no khng ph hp bng mt t ng mi lch thip v tch cc hn. Sai lm 4: Khng xy dng mi quan h.

74

Mt mi quan h tt s to nn s tin tng. Khng ai mun giao dch mua sm vi ngi m h khng a thch v tin cy. Bn cnh vic gii thiu v sn phm hay dch v, bn hy dnh cht thi gian tm hiu v tr chuyn thn tnh vi khch hng. Sai lm 5: Thiu mt h thng phn loi. C mt t l phn trm nht nh nhng ngi m bn tip xc s khng mua sn phm/dch v ca bn. Nu h khng c nhu cu hay tin bc mua sm sn phm/dch v ca bn, th s khng c giao dch mua bn no c. iu quan trng i vi bn l nhanh chng xc nh nhng ngi nh th trong cuc tr chuyn. Hy hi h t nht l 3 - 4 cu hi v cc cu tr li s ni vi bn liu h phi l cc khch hng tim nng ca bn hay khng. Sai lm 6: Khng bit khi no phi ngng gii thiu. Nhiu nhn vin bn hng ngh rng h phi ni vi cc khch hng tim nng tt c mi thng tin m h bit v sn phm/dch v. Thm ch c sau khi khch hng m ch rng sn phm ny hon ton thch hp vi h, nhn vin bn hng vn tip tc trnh by. Lm nh vy rt d dng khin khch hng cm thy bc bi v quay i ngay. Sai lm 7: Ci ti c nhn. Bn hng thc cht l mt hot ng dch v. Bn phi t sang bn cnh nhng mong mun v nhu cu ca bn phc v nhng mong mun v nhu cu ca ngi khc. Hy loi b khi tm tr hnh bng ca ng tin li nhun khi giao tip vi khch hng. Nu cc khch hng ng vc bn ang mun bn hng v nhng li ch g dnh cho bn, thay v nhng li ch dnh cho nhu cu ca h, h s tm n mt cng ty khc. Sai lm 8: Khng bit phi kt thc nh th no. Trong nhiu trng hp, bn ch cn t mt cu hi trc tip kt thc giao dch bn hng: - Nu ti c sn phm mu nh theo ca qu v, qu v c mun mua ngay by gi hay ti s gi ti sau? - Qu v s thanh ton bng tin mt, th tn dng hay chuyn khon? Sai lm 9: Khng ch ti cc chi tit. Nu bn ch lt qua hay ni qu vn tt v sn phm/dch v, bi bn nhc li nhng cu qu nhiu ln n ni pht ngn, th bn s nh mt cc giao dch bn hng mi. Hy nh rng: Mi mt li gii thiu v sn phm/dch v u hon ton mi i vi khch hng ca bn. V vy bn cn th hin mt thi nhit tnh, chu o v khng nn b qua bt c thng tin no, tr khi cc khch hng ni r rng mt chi tit no s khng cn thit i vi h. Vic ch ti cc chi tit cng cn th hin trong cng vic
75

giy t ca bn v kh nng x l my tnh, nu cc n t hng ca bn c x l theo cch ny. Bt k thng tin b b st no u c th khin khch hng xem xt li quyt nh mua sm ca h. Sai lm 10: Khng p ng cc mong i ca khch hng. y i hi s tp trung v ch vo cc chi tit. Nu bn hay cng ty ca bn khng c cc chnh sch, quy trnh bn hng ph hp p ng s mong i ca khch hng, bn s thy tht kh khn c thu ht mt khch hng mi. Hy u t thi gian v cng sc vo cc quy trnh, th tc kinh doanh mi chun mc hn, ng thi yu cu tt c nhn vin u thc hin ng nh vy. Cc nhn vin bn hng khng nn ha bt c iu g ngoi chun mc quy nh ca cng ty. Mi yu cu ca khch hng cn c p ng y , thm ch cn vt xa nhng mong i ca h. (Dch t Entrepreneur) 10 siu quy lut bn hng Mt cuc iu tra gn y ca hng Gallup v tnh trung thc v o c kinh doanh xp hng nhng nhn vin bn hng t v bo him ng cui bng danh sch. Cn hng thng k Bill Brooks c tnh rng hn 85% khch hng c ci nhn tiu cc v tt c i ng nhn vin bn hng. Tuy nhin, mi vic khng n ni qu t nh vy: bn c th chng minh l sai lm ca phn ng mi ngi. Trn thc t, bn hng l mt siu k nng khng d dng thnh thc. V bn s cn n nhng siu quy lut bin hot ng bn hng tr thnh mt trong nhng nhim v n gin v thnh cng nht: Quy lut 1. Gi cho ming ca bn ng kn trong khi i tai m to. iu ny l rt quan trng trong mt vi pht u tin ca bt c giao dch bn hng no. Bn cn nh rng: 1. ng ni v bn thn. 2. ng ni v cc sn phm/dch v ca bn. 4. V hn tt c, ng rao ging bn hng thi qu! Hin nhin, bn mun gii thiu v bn thn. Bn mun cho khch hng tim nng bit tn mnh v mc ch ca cuc giao tip bn hng (trc tip hay qua in thoi), nhng nhng iu u khng thch hp. Rt cuc, ti im ny, bn c th ni v ci g vi khch hng? Trc tin, hy lng nghe h, lng nghe nhng nhu cu v mong mun ca h. Ri trn c s bn mi bt u cuc hi thoi sao cho thch hp nht vi nhng mong mun . Quy lut 2. Bn hng vi nhng cu hi, khng phi cc cu tr li. Bn hy nh k iu ny: Khng ai quan tm ti vic bn tuyt vi nh th no, nu bn cha cho h thy rng h l nhng ngi tuyt vi.
76

Hy qun i vic bn sn phm/dch v ca bn m thay vo t trng tm vo vic tm hiu l do ti sao khch hng mun mua hng. lm c ny, bn cn ha ng thc s vi cc khch hng, bn cn t ra cc cu hi (nhiu v tht nhiu), nhng khng nn c bt c n hay ng c no. Th hnh dung bn thu mt quy hng bn a CD trong l hi m nhc thng nin a phng. S khng mt qu nhiu thi gian bn nhn ra rng cng vic ca bn khng phi l bn nhng chic a CD m l t tai nghe vo bt c ai gh qua ca hng h thng thc m nhc min ph! Bn cng s nhanh chng thy rng bt c khi no mi ngi nhn ra rng bn ang c gng bn a CD, ngay lp tc h s c phn ng v tm mi cch trnh xa ca hng ca bn. V vy, bn hy bin cng vic bn hng ca mnh thnh vic gii thiu m nhc cho bt c ai c mong mun. Mt khi nghe, h c th thch hay khng thch. Nhng chc chn, bn s kim c nhiu tin hn cc ca hng bn a CD khc trong hi ch. Trong hot ng bn hng, c mt iu bn nn bit v bn cht t nhin ca con ngi l tm l khng c bn hng. C ngha hnh ng bn hng lun to ra mt s khng c nht nh! V iu ny dn chng ta ti quy lut tip theo. Quy lut 3. Hy t ra t m v hiu k v nhng khch hng tim nng. Bn hy hi xem h ang s dng nhng sn phm/dch v no. Nhng g h ang s dng c qu t , hay khng tin cy? Nhim v ca bn l tm hiu xem cc khch hng thc s mong mun g. Hy a ra nhng cu hi s cung cp cho bn nhiu thng tin v nhng nhu cu v mong mun ca khch hng. Khi bn bit r nhng nhu cu ca cc khch hng, tip theo bn ng thuyt phc h mua hng, nh th h s tin tng v coi bn nh mt nh t vn c gi tr v mun giao dch mua sm nhiu hn trong tng lai. Quy lut 4. Ni chuyn vi khch hng nh th bn ni chuyn vi gia nh hay bn b ca bn. Trong cc giao tip vi khch hng, bn khng nn ni vi ging kiu mu bn hng. l nhng li thuyt phc so rng v mang tnh khu hiu. Mt li pht m khch so, ging iu phng i v nhng li gii thiu rp khun s khng c chp nhn trong mi trng bn hng chuyn nghip ngy nay. Thay vo , hy ni chuyn mt cch bnh thng nh th xung quanh bn l bn b v ngi thn. Quy lut 5. Ch ti tm trng ca khch hng. Liu khch hng ang c iu g bc bi? H ang xc ng hay bi ri? Nu ng nh vy, bn hy hi: C l chng ta nn gp g vo mt dp khc chng?. Phn ln cc nhn vin bn hng thng qu quan tm ti nhng iu mnh nh ni, n ni h qun mt rng ngi i thoi vi h l mt ngi bnh thng vi nhng tm t ring . Quy lut 6. Nu khch hng t cu hi, hy tr li ngn gn v sau tip tc cu chuyn ang b d. Hy nh rng: nhng cu hi khng phi l v bn, m h xc nh xem bn c ng l ngi h cn hay khng.
77

Quy lut 7. Ch sau khi bn xc nh mt cch chnh xc nhng nhu cu ca cc khch hng, bn mi bt u cp n nhng g bn cung cp. Phi bit r v ngi bn ang ni chuyn, sau mi xc nh xem mnh phi ni g vi h. Quy lut 8: ng bin cuc ni chuyn thnh mt seminar gii thiu v sn phm/dch v. Bn ng qu lan man v nhng g m cc khch hng khng cp ti cng nh khng mun lng nghe. Thay vo , ch ni nhng iu m bn cm thy s hu ch vi khch hng trong hon cnh c th ca h. V nu c th, hy gii thiu nhng li ch theo ng ngn t ca khch hng, ch khng phi ca bn. Quy lut 9. Tr thnh cu ni gia khch hng v sn phm/dch v. Sau khi thc hin tt c 8 quy lut trn, bn bit c nhu cu v i hi ca khch hng i vi loi hnh sn phm/dch v ca bn. Cng vi vic xy dng mt tnh cm tin cy, gip i bn, tc l bn thnh cng trong vic bc cu ni gia nhu cu ca khch hng vi sn phm/dch v m bn cung cp. Quy lut 10. Bn khng phi l mt nhn vin bn hng. ng kt thc bng mt li ngh bn hng thng thng trnh nhc nh cc khch hng tim nng rng h ang giao dch vi mt nhn vin bn hng. Bn khng phi l mt nhn vin bn hng, m l mt ngi bn ang cung cp v gii thiu mt sn phm/dch v c th no . V nu bn lm cho cc khch hng cm nhn c iu ny, tc l bn tr thnh mt nhn vin bn hng xut sc. Cho d trn cng v mt ch doanh nghip hay mt nhn vin bn hng, chc hn bn u mong mun doanh s bn hng ca cng ty c nhng bc tin nhy vt, nhng lm c iu ny i hi bn k nng gy dng thin cm cng nh nm vng ngh thut bn hng. Hy tm ra nhng thiu st trong hot ng bn hng ca mnh t 10 siu quy lut trn sa i, cng vi thi gian, chc chn bn s tr thnh mt nhn vin bn hng siu ng. 5 b mt bn hng Tc gi:Minh An Lm th no sn phm ca ti ni bt hn so vi cc i th cnh tranh? Ti phi gii quyt cc khiu ni ca khch hng ra sao? Ti nn c x th no c c cc n t hng? tr li cc cu hi trn, mt s chuyn gia hng u, tc gi ca nhng cun sch v bn hng s chia s cc kinh nghim ca h. Brian Tracy - ch tch hng Brian Tracy International, California, tc gi mt s cun sch ni ting, trong c cun Advanced Selling Strategies (Chin lc bn hng hiu qu) v Great Little Book on Successful Selling (Cun sch nh hu ch cho hot ng bn hng thnh cng): B quyt bn hng cho nhng cng ty ln u gia nhp th trng.
78

1. Bn li ch, ch khng bn c im. Sai lm ln nht m cc cng ty thng mc phi l hng s tp trung vo c im ca sn phm/dch v. Thay v lm nh vy, bn hy ch n li ch ca sn phm/dch v v nhn mnh nhng tc dng, hiu qu ca chng. Hy lun tp trung vo nhng ch li m sn phm to ra cho cc khch hng ca bn. 2. Bn cho nhng ngi c v nh s mua sn phm ca bn. Khch hng tim nng l nhng ngi rt quan tm n sn phm/dch v ca bn, h cng l nhng ngi c quyt nh mua sm rt nhanh chng. Nu bn ang bn my photocopy, ng c gng bn cho nhng ngi cha tng mua mt chic my photocopy, m hy bn cho nhng ngi s hu mt chic my, hay nhng ngi m bn bit chc rng h ang rt quan tm ti vic mua cho mnh mt chic my. Hy cho h thy sn phm ca bn ni tri nh th no. 3. Khc bit ho sn phm ca bn. Ti sao cc khch hng li mua sm sn phm/dch v ca cng ty bn ch khng phi l ca cc i th cnh tranh? Mi ngi khng thch ph b s quen thuc v tin nghi thng ngy ca mnh th mt ci g mi m. V vy, hy a ra cho cc khch hng ba l do thch hp dng th sn phm ca bn, v d, sn phm/dch v ca bn c tc cao hn, gi thnh r hn v c cht lng cao hn. 4. Mt i mt Vic tiu ph tin bc cho hot ng qung co trn cc phng tin truyn thng l mt trong nhng cch thc t hiu qu nht i vi nhng cng ty mi khi s kinh doanh. Khng c con ng tt no tip cn vi khch hng tt hn vic bn trc tip mt i mt vi cc khch hng ca mnh - hoc t nht l ni chuyn qua in thoi. 5. Tp trung vo cng vic bn hng th cp. Gn 85% doanh thu bn hng c to ra t hot ng giao tip v qua li ni. l kt qu ca vic mt ai khuyn bn b, ngi thn ca h nn mua sn phm/dch v ca bn, do bn hy tp trung vo vic thit lp nhiu mi quan h v nhng ngi quen gii thiu ngi quen ca h vi bn. Hy t hi bn thn: Liu cc khch hng ca mnh thc s tho mn qua h tip tc mua sm sn phm/dch v mnh ang cung cp v gii thiu v mnh cho bn b, ngi thn ca h cha?. Linda Richardson - ch tch cng ty The Richardson, tc gi cun Stop Telling, Start Selling: Using Customer Focus Dialogue to Close Sales (Hy dng ni chuyn, Bt u
79

bn hng: S dng cuc hi thoi trng tm vo khch hng t c thnh cng khi tin hnh hot ng gii thiu bn hng): Thnh cng vi nhng li gii thiu bn hng. 1. Xy dng cc mi quan h. Trc khi bt u tho lun v cng vic mua sm, hy xy dng nhng mi quan h gn gi vi cc khch hng tim nng. Mun vy, bn cn tm hiu xem gia bn v khch hng c im chung no hay khng? Cng ty ca khch hng c xut hin trn cc trang tin tc gn y hay khng? Liu khch hng c quan tm n th thao hay khng? Hy o su mt cht vo cng vic kinh doanh v c nhn khch hng bn c th to dng nn nhng mi quan h chn tht. 2. t cc cu hi m. Bn khng nn a ra cc cu hi m cu tr li s l c hay khng, m hy tho lun nhiu hn v chi ph, gi c, th tc v cc yu t k thut khc vi khch hng. Bn cn t nhng cu hi sao cho cu tr li s h m ng c mua sm ca khch hng, nhng vn cn bn khon hay khc mc ca khch hng, c bit l qu trnh ra quyt nh mua sm ca h. ng ngi hi khch hng rng ti sao h li cm nhn theo mt cch no , s l cch thc bn hiu c cc khch hng ca mnh. 3. Thm d k hn. Nu mt khch hng ni vi bn rng: Chng ti ang tm kim nhng sn phm/dch v tit kim chi ph v c hiu sut cao, th liu bn c nn ngay lp tc ni vi h v vic sn phm/dch v ca bn s p ng nhu cu tit kim v hiu sut ca h khng? Mt nhn vin bn hng thng minh s khng lm nh vy. Anh ta s hi thm mt s cu hi v thm d khch hng k hn c thm cc thng tin gip bn nh v tt hn sn phm ca mnh, cng nh cho bn thy r hn nhu cu thc s ca khch hng. 4. Hc lng nghe. Nhng nhn vin bn hng ni lin hi trong sut thi gian tip xc vi khch hng v sn phm thng ch lm cho khch hng chn nn v b i. V th, bn nn lng nghe khch hng t nht trong mt na thi gian tr chuyn. Bn c th ci thin k nng lng nghe ca mnh bng vic ghi chp, quan st c ch, thi ca khch hng, khng vi vng sm kt lun v hy tp trung vo nhng g khch hng ang ni. 5. Nhng cng vic hu mi.

80

Hy vit mt tm thip cm n, gi in cho khch hng sau khi h mua sm m bo rng khch hng thc s c tho mn vi sn phm ca bn. Hy c gng duy tr mi lin h thng xuyn trong tng lai. Shari Posey - ch tch hng Executive Insights, mt cng ty sn xut bng audio ti Long Beach, California, chuyn v cc sn phm phc v doanh nghip: Chun b v Bo m 1. Son tho sn mt khu hiu bn hng v nhng li gii thiu sn phm/dch v ca bn. Vic to ra nhng li gii thiu bn hng khng phi l cng vic th lm qua loa. Hy lun s dng nhng li gii thiu bn hng c son tho sn, xy dng nhng cu hi cn thit thm d phn ng v nhu cu ca khch hng cho tng im mt. iu ny s gip bn xc nh c khch hng c th phn nn hay kh chu v iu g, qua bn s cho cc khch hng thy c sn phm/dch v ca bn p ng tt nhng nhu cu ca h nh th no. 2. Ghi chp nhng khiu ni, phn nn. Hy cho cc khch hng thy bn thc s lng nghe nhng g h ni bng vic ghi chp li nhng vng mc ca h. Theo cch ny, bn c th tr li rnh mch tt c nhng phn nn ca khch hng bng vic cho h thy sn phm/dch v ca bn em li cho h nhng li ch g, v d nh tit kim tin bc, nng cao hiu sut, gia tng ng c lm vic ca nhn vin, hay y mnh uy tn v danh ting ca cng ty khch hng. 3. Khuyn khch mua th ln u. Hy a ra cho khch hng mt iu g thit yu lm cho h quan tm n sn phm. Nu thch, h s nhanh chng ra quyt nh ngay, thay v lng l vi ngy hay hon li quyt nh mua sm v thi hn. Nhng khuyn khch mua sm ln u c th l: Gim gi 10% nu bn mua ngay hm nay, hay Nu mua ngay lc ny, bn s nhn c mt gi t vn min ph. 4. a ra li bo m chc chn. Hy cho khch hng bit rng s tho mn ca h lun c m bo. Mt chnh sch hon tr sn phm s gim thiu nhng phn nn t pha khch hng v cho thy bn tin tng vo cht lng sn phm/dch v ca mnh. Nhng li bo m nh vy khng nn bao gm bt c mt iu kin no, theo kiu sn phm ch c bo m trong vng 30 ngy. Bn c th s dng li bo m thm ch c khi bn cung cp dch v. S tho
81

mn ca khch hng phi c m bo: Bn s hi hp lo lng vi dch v ca chng ti hay chng ti s chnh sa li cho bn vi chi ph ca cng ty. 5. Kt thc vi hai la chn: Thay v hi: Qu v thy th no?, bn hy a ra cho khch hng mt s la chn. V d, nu bn ang bn sch gio khoa cho nhng ngi chun b nhp hc, hy hi liu h c mua mua c b sch hay mua b sch cng vi bng audio khng. Trong khi khch hng ni ln nhu cu ca h, bn hy ghi li nhng g h ni. Khch hng ca bn s lun mong mun giao dch vi bn, bi v trong suy ngh, h nhn ra rng h c s gn b vi bn. Bob Bly - nh vit qung co v nh t vn c lp ti Dumont, New Jersey, chuyn gia trong lnh vc B2B v tip th trc tip, tc gi ca trn 50 cun sch khc nhau, trong c cun The Copywriter's Handbook (S tay ngi vit qung co): Nhng d liu bn hng lun cn thit. 1. Hng d liu bn hng ca bn ti nhng i tng c th. Ngy nay, khng d hiu v p ng cc nhu cu ca mi khch hng tim nng trn th trng. Hy cho thy bn l mt chuyn gia thc th, bn c mt li th bn hng v s tr nn ng tin cy khi nhng d liu bn hng ca bn c nhm ti mt s i tng khch hng c th no . Hy cho bit bn a ra nhng dch v k ton cho cc i l qung co, ch khng phi l dch v k ton ni chung. 2. S dng li chng nhn xc thc. Mi ngi c th khng tin rng sn phm/dch v ca bn s lm c nhng iu m bn ni. V th, bn hy s dng nhng chng nhn xc thc v vic cc khch hng hin ti hay qu kh tn dng, khen ngi bn v cng ty bn nh th no. Nhng chng nhn ny nn c vit thnh vn bn bng chnh ch vit ca khch hng, c trnh by trong ngoc kp. Chng c th c s dng trong cc l th cho hng, bn gii thiu sn phm v trong cc qung co. 3. Gii thiu da trn quan im ca khch hng. Hy bt u cc vn bn ca bn vi nhng iu cam kt cho khch hng v nhng g m phn ln mi ngi u quan tm. Nu mt i l bo him mun gii thiu chng trnh bo him nhn th mi dnh cho cc nhn vin cng s, th cm t Gii thiu v Chng trnh bo him nhn th c li cho nhn vin l rt cn thit. V i l bo him cng s c c nhng kt qu tt hn nu vit mt iu g lin quan trc tip ti quyn li ca khch hng: Liu s tng vt ca cc chi ph v gi thnh bo him c khin bn gp nhiu kh khn?.
82

4. S dng cu hi. Mt cch thc tuyt vi cam kt vi khch hng ca bn l t nhng cu hi ngay trn tiu ca cc vn bn gii thiu sn phm/dch v v ti liu bn hng khc. Mi ca hng ra xe u bit 7 b quyt thnh cng trong kinh doanh. Liu bn c bit khng?, hay Ti sao cc hng cung cp cho v tinh li khng ni ra s tht ny?. 5. Bin tiu cc thnh tch cc. Nu cng ty bn ch mi hot ng v cha bn c nhiu sn phm hay cha thu ht c nhiu khch hng, th bn cng ng tuyt vng. Bn nn suy ngh theo cch sau: Khng ch mt ngi mua sn phm ca mnh trong s hng nghn ngi tng hiu c nhng li th ca sn phm mi m mnh cung cp. Barry Farber - chuyn gia hng u v qun l bn hng, tc gi ca nhiu cun sch bn chy, bao gm cun 12 Clichs of Selling and Why They Work (12 khun mu bn hng v ti sao chng pht huy hiu qu): Tm hiu k lng v khch hng ca bn 1. Bit r v khch hng v v cng vic ca h. Cc khch hng lun mong i bn thu hiu v cng vic, v sn phm/dch v ca h v c i th ca h. Hy nghin cu v lnh vc hot ng ca khch hng, cc vn v chiu hng pht trin ca n, tm ra ai l i th cnh tranh ln nht ca khch hng Bn c th s dng mt vi cng c nghin cu nh bn bo co thng nin, hng dn ca phng thng mi a phng, thng co kinh doanh i chng v chnh nhng bn gii thiu, th v catalogue ca khch hng 2. T chc, sp xp bn gii thiu bn hng ca bn. Cu trc c bn ca bt k bn gii thiu bn hng no u bao gm 6 im then cht, bao gm: xy dng cc mi quan h vi khch hng, gii thiu ch kinh doanh, a ra nhng cu hi hiu r hn v nhu cu ca khch hng, tng kt ni dung bn hng c bn ca bn, v khp li cng vic bn hng. 3. Ghi chp. ng li vo tr nh ca bn. Hy hi khch hng xem trong thi gian tho lun gia hai bn, vic ghi chp c tin li khng. Hy ghi chp li nhng im quan trng m bn c th cp sau trong thi gian ni chuyn. 4. p li s phn nn, kh chu ca khch hng bng cm thy, cm nhn c, thy rng. ng phn ng trong khi khch hng ang ni kiu nh Ti khng quan tm, hay Hin gi ti khng c thi gian m thay vo i l cu tr li Ti hiu qu v cm nhn nh th no. Rt nhiu khch hng hin ti ca chng ti cng cm thy nh vy. Nhng khi h thy rng h c th tit kim bao nhiu thi gian nu s dng sn

83

phm ca chng ti, h ngc nhin v cng. Sau ngh mt bui hn gp vi khch hng. 5. ngh khch hng cho bit kin phn hi. Nu bn mun ci thin bn gii thiu bn hng ca mnh hay cc mi quan h vi khch hng, hy ngh h cho bit kin v vic bn cn phi lm nhng g duy tr v gia tng cht lng sn phm/dch v. Nhiu khch hng c nhng phn nn nh nht, nhng h khng ni, m h ch khng mua sn phm ca bn na. Nhng nu bn hi, h s vui v ni vi bn v cng em li cho bn c hi gii quyt cc thc mc ca mnh. (Dch t Entrepreneur) p dng cng thc B.L.A.S.T trong vic gii quyt nhng than phin ca khch hng Tc gi:Mai Hnh Trong mt ca hng, in thoi bng nhin chung, khch hng khng ngng phn nn,... v mt cuc chin bt u! ch l mt trong v s cc tnh hung quen thuc m cc nhn vin dch v khch hng phi gii quyt hng ngy. Vi nhng cng c thch hp v tc phong giao tip ng n, bn c th bin li phn nn ca khch hng thnh mt li th gip xy dng cc mi quan h gn b cht ch hn vi khch hng. B.L.A.S.T l mt cng c tuyt vi c s dng bi rt nhiu cng ty khc nhau nh Yum!, KFC, Taco Bell, Pizza Hut, A&W, Long John Silvers...Vy B.L.A.S.T l g? Ti cc cng ty c cch phc v khch hng chun mc, ngi nhn vin lun cm thy hng th vi cng vic v lun mun lm va lng khch hng hn na. Khng ch c vy, nhng cng ty ny cn bit cch thp ln ngn la nhit tnh v s tho mn trong cm nhn ca khch hng. C l bi hc quan trng nht t nhng cng ty thnh cng nh vy chnh l vic gii quyt mt cch hiu qu nhng li phn nn ca khch hng, trnh xa cc sai lm ng ngn nht - nhng sai st c th khin dch v khch hng ca bn tr nn km ci v tht vng trong con mt khch hng. Vic gii quyt cc phn nn ca khch hng khng phi lc no cng l mt cuc chin thc s. Kh nhiu cng ty cm thy nng n khi ngh n nhng li phn nn t pha khch hng. iu ny hon ton khng nn. Cc cng ty nn cho n, thm ch ng vin, khuyn khch khch hng a ra nhng li phn nn. Vi nhng cng c thch hp v tc phong giao tip ng n, bn c th bin li phn nn ca khch hng thnh mt li th gip xy dng cc mi quan h gn b cht ch hn vi khch hng. B.L.A.S.T l mt cng c tuyt vi c s dng bi rt nhiu cng ty khc nhau nh Yum!, KFC, Taco Bell, Pizza Hut, A&W, Long John Silvers,.... qua , n cung cp cho nh6an vin ca bn nhng kin thc c bn trong vic gii quyt cc phn nn ca khch hng. Cng thc BLAST c cu thnh t 5 ch ci u ca:
84

- Believe (Tin tng); - Listen (Lng nghe); - Apologize (Xin li); - Satisfy (Tho mn); - Thank (Cm n). Cng ty ca bn ang gii quyt cc phn nn ca khch hng nh th no? Cch thc d dng nht tm ra cu tr li l nhc in thoi ln v ng vai mt khch hng ang phn nn. Chuyn g s xy ra? Nu bn l mt ngI kh tnh, liu bn c quay tr li mua sm? Vic s dng cng thc B.L.A.S.T s cho php bn xy dng mt phng php chun mc cho cc nhn vin khi giao dch vi nhng khch hng kh tnh v bin h thnh nhng khch hng trung thnh nht. Believe (Tin tng) y l yu t nn tng trong hot ng gii quyt cc li phn nn ca khch hng. Qu ng vy, cc khch hng c th ni khng ng s tht v c th nhm ln v nhng khc mc ca h. iu quan trng l bn cn hiu rng khch hng ca bn tin rng li lm l thuc v bn, do bn gy ra. Listen (Lng nghe) Hy dng li v lng nghe li phn nn ca khch hng. Cho d l mt bn nng t nhin hay l mt s ngoan c khng nhng b, ngay khi khch hng bt u phn nn, bn cn suy ngh v vic bn s phn ng nh th no vi nhng li kt ti ca khch hng trc khi thc s lng nghe, v trong phn ln cc trng hp, bn nn chun b sn sng cc phn hi thch hp vi khch hng. Hy dnh mt vi giy th gin v lng nghe. Trong trng hp mt khch hng phn nn tr nn th l, cu gin hay s dng ngn ng xc phm, bn cng cn bnh tnh, trnh nng ny thi qu theo khch hng. Khi khch hng ang x cn bc tc ca mnh, vi mt ging iu nh nhng, khng mang tnh phn quyt, bn hy lp li vn ca h. Mt v d c cc s dng ti hng KFC l: Nhng g ti c nghe t ngi l: Ngi n t hng v tr tin cho 10 chic bnh nhng khi ngi v nh th thy trong hp ch c 8 chic, ng khng ?. Bng vic lp li vn nh vy, bn biu l cho khch hng thy rng bn nghe r v hon ton hiu khc mc nm u. Hy lng nghe v gn lc thng tin. ng bao gi bo cha hay bin minh. Khch hng khng quan tm ti vic liu bn ang bn rn hay va c mt ngy ti t, h ch quan
85

tm duy nht ti vic bn quan tm, ch ti h nh th no. Khng c li bo cha, ch c cc gii php. Apologize (Cm n) Bn cn lun ni li xin li, thm ch c khi bn khng lm g sai c. T quan im nhn nhn ca khch hng, h c mt li phn nn xc ng v h mong i li xin li. Li xin li c th n gin nh: Ti xin li v nhng bt tin gy ra cho qu v hay Ti xin li, ti hon ton hiu s tht ti t nh th no khi mua ba ti v cho gia nh m li khng s lng khi m ra. Mt li xin li lch thip s xoa du rt nhiu nhng cn cu gin, bc tc ca cc khch hng. Mc d vy, vn c ngoi l cho quy tc ny, nu mt khch hng gi in vi li phn nn nghim trng, chng hn nh thc n c c, ng xin li, n c th c xem nh li tha nhn ti li, thay vo bn hay cp ti th tc gii quyt khc mc ca cng ty cho nhng trng hp nh vy. Satisfy (Tho mn) Hy m bo mi vic c gii quyt ng n. Bn nn hi khch hng: Ti c th lm g gip qu v gii quyt vn ?. Bn l ngi phn quyt v nhng g hp l s c thc thi, nhng cng nn cc khch hng c c c hi cm nhn quyn hnh ca h trong vic gii quyt khc mc. Khng t ln cc khch hng c th ngh vn cn c gii quyt thu o vo ln tip theo h mua sm hay c th rng bn ni chuyn vi ngi gy ra sai st v gip h chnh sa li. Nhiu cng ty s dng mt h thng t ng gi i cc tm thip c c nhn ho xin li cho cc sai st. S tht tuyt vi nu khch hng nhn c nhng iu bt ng th v, c th l mt ba trng ming min ph, mt mn n b sung, hay mt mn qu tng nh xinh xn cho thy bn quan tm ti h nh th no. Thank (Cm n) Bn hy cm n khch hng v h gi in phn nn m khng quan tm ti yu t thi im. Ti sao? Vi hnh ng n gin l phn nn, khch hng ang ni vi bn rng Ti quan tm ti hot ng kinh doanh ca qu v v thnh cng ca qu v. H ang em li cho bn c hi sa cha sai st v mi h quay tr li h gip bn gia tng doanh thu v li nhun. Ti sao bn li khng cho n nhng c hi thnh cng tuyt vi nh vy? Hy cm hn h v a ra cho bn c hi th hai, v bn bit rng mt vi
86

iu g trong cng ty ang km i hiu qu vn c, v em li cho bn c hi khc phc vn , v v c hi gip danh ting ca bn khng b nh hng xu! Danh ting? y hon ton ton l mt vn rt d tn thng. Bn lm vic chm ch t ngy ny qua ngy khc, c gng ht sc hot ng kinh doanh din ra tt p nht, nhng ri ch mt khch hng khng hi lng cng c th hu hoi tt c nhng g bn xy dng. Mt khch hng hi lng s ni vi hai hay ba ngi bn ca h v tri nghim tuyt vi m h tri qua, nhng mt khch hng khng hi lng s ni vi t nht mi ngi bn v nhng tri nghim ti t ca h, v ng nhin nhng ngi bn l k li vi nhiu ngi khc na. L d nhin, khch hng tt nht l khch hng c tho mn mt cch y . Khch hng tt k tip s l khch hng cm thy cha c tho mn v phn nn vi cng ty. Khch hng t nht l khch hng cm thy cha c tho mn nhng khng phn nn, h c xem nh mt khch hng m cng ty nh mt. H khng a ra bt c phn hi no v khng to cho bn c hi gii thch cng nh sa cha nhng thiu st ca mnh. H n gin s ra i v tm kim nhng nh cung cp sn phm dch v tt hn. Vic b sung cng thc B.L.A.S.T vo b cc cng c dch v khch hng ca bn s gip bn gii quyt hiu qu hn cc li phn nn ca khch hng v h s k vi bn b, ngi thn ca h rng dch v ca bn tuyt vi nh th no! (Dch t Customer Service Manager) Bn c bit cch ly lng khch hng qua in thoi? Tc gi:Tuyt Mai i lc bn t hi mnh u l l do khin khch hng ri b cng ty. S tht bt ng nu bn bit rng mt trong nhng nguyn nhn chnh li bt ngun t cuc in thoi u tin gia khch hng vi nhn vin ca bn. Cc ch doanh nghip cn c nhng iu kin g m bo cho thnh cng ca doanh nghip mnh, ngoi nim am m kinh doanh v kh nng ti chnh? Tt nhin bn s tr li ngay: l lng tin ca khch hng. Vy m khng phi cng ty no cng thc c iu n lc ht mnh nhm gy dng lng tin ca khch hng trong cc chin lc kinh doanh di hn. Mt cuc iu tra gn y ca Vin nghin cu khch hng quc t (International Customer Research Institute) thng k nhng nguyn nhn ph bin nht khin cho khch hng ch s dng sn phm/dch v ca bn mt ln ri khng bao gi quay tr li. - 1% l do khch hng qua i.
87

- 3% l do khch hng chuyn a im sinh sng v lm vic. - 5% l do ngi thn hay bn b thuyt phc. - 9% l do cc i th cnh tranh li ko. - 14% l do khch hng cm thy tht vng vi sn phm/dch v. - 68% l do mt thi lnh m, th ca nhn vin trong cng ty. Theo bn th c bao nhiu ln thi ca nhn vin c th hin v cm nhn qua in thoi? Cu tr li l rt thng xuyn, bi in thoi lun l phng tin u tin v duy nht m khch hng c th s dng lin lc vi cng ty bn. V th, bn hy lm sao trong ln tip xc u tin ny, bn v cc nhn vin ca mnh s em li cho khch hng nhng cm nhn d chu nht, tt p nht v cng ty, lm sao khch hng tim nng tr thnh khch hng thc s ca bn ch sau mt cuc in thoi. Lun mm ci khi tr li in thoi Thm ch c khi tm tr bn ang ri bi hay bn va phi nhn mt cuc in thoi khng my vui v, bn hy c tnh tm trong vi giy, ht mt hi tht su v a n ci tr li vi khun mt v ging ni ca bn. Cho d bn c tin hay khng, nhng khch hng u dy bn kia c th cm nhn c n ci ca bn. Tr li in thoi ngay sau hi chung u tin Bn khng nn in thoi reo qu ting chung th ba, trc khi nhc ng nghe. Nu khch hng phi ch i n ln chung th t hay th nm, h s bt u ngh rng bn ng ca trong c ngy hm , bn khng cn kinh doanh na hoc bn khng quan tm n khch hng. Chng ta tn ti trong th gii kinh doanh ny l v khch hng, do , bn hy p ng nhanh nht v tt nht mi mong mun ca khch hng. Hy xin php khch hng trc khi bn h ch my Bn c th c nhiu ng in thoi khc nhau v c nhiu khch hng ch ni chuyn vi bn ti cng mt thi im. Khch hng lun c quyn la chn ch i hay khng ch i, trong khi bn ang bn tip mt cuc in thoi khc. Bn hy hi xem h c ng gi my v ch bn trong giy lt khng. ng bao gi t ngt h ch my m khng xin php. V khi bn quay li nghe my, hy cm n khch hng v h ch bn. Nu bn buc phi ngh khch hng tip tc ch bn thm cht na, hy nu r qung thi gian phi ch v chc chn rng bn s quay li ni chuyn vi h ng nh bn ha. Vic chuyn my in thoi nn c thc hin chu o
88

Trc khi bn chuyn my in thoi khch hng ni chuyn mt ngi khc, bn cn m bo rng ngi hin ang c mt v sn sng tip nhn cuc gi, ng thi c thm quyn v kh nng gip khch hng. Khng g gy tht vng cho khch hng bng vic h b chuyn my in thoi ht ln ny n ln khc v phi tng thut li s vic nhiu ln, trc khi tm ra c mt ngi c th gii quyt vn ca h. Trc khi chuyn cuc gi ca khch hng cho ng nghip, bn hy a ra cho khch hng tn v s in thoi ca mnh phng trng hp mt lin lc. Bn nn ni vi khch hng bn l ai v khch hng s lin lc vi bn nh th no nu h gp rc ri. Nh vy, bn s khin cho khch an tm v tin tng hn vo dch v chm sc khch hng ca cng ty bn. Lun ch ng ngh gip khch hng Vic p ng hay gii quyt nhng vn khch hng a ra c th khng phi l trch nhim ca phng ban bn, khng phi l nhim v hay cng vic trc tip ca bn, nhng nu l khc mc ca khch hng , th bn cn th hin rng bn lun quan tm n h. Bn khng bao gi nn ni vi khch hng qua in thoi rng: Ti khng bit hay Ti khng th gip . Cu tr li thch hp nht cho nhng thc mc ca khch hng lc ny l s thnh tht: ti th xem liu c th lm g cho qu v, hay tm mt ai c th gip qu v khng. C th ni, mt khi ton b nhn vin ca bn nm bt v vn dng thnh tho nhng k nng giao tip vi khch hng qua in thoi nh va nu trn, bn s chim c cm tnh ca khch hng ngay t ln tr chuyn u tin. V gn nh chc chn nhng khch hng nhn c n tng ban u tt p s tr thnh nhng khch hng lng trung thnh ca bn. (Dch t Customer service manager) Bn c bit thuyt phc khch hng? Tc gi:Bizpro Group Bn c mun khch hng hin ti v khch hng tim nng ni ng vi ngh ca bn mt cch thng xuyn hn khng? Nu bn tr li C, th bn cn phi nm vng mt s nguyn tc nht nh. i khi, chnh nhng ngi khng cng lnh vc vi chng ta li c th gip ta thnh cng hn trng s nghip. Mt ngi trong s chnh l Robert Cialdini - tin s trit hc, gio s Trng tng hp bang Arizona, ngi pht ngn chnh ca cuc hp thng nin mang tn Million Dollar Round Table (tm dch l Bn trn ca nhng tng ng gi tin triu), c t chc ti New Orleans. ng thc hin gn nh l mt bi thuyt trnh hon chnh vi tn gi Nguyn tc thuyt phc.
89

Trc khi tm hiu nhng nguyn tc ny, bn hy suy ngh v 4 cu hi sau y tm hiu nguyn nhn nhng kh khn ca bn khi thuyt phc khch hng hin ti v khch hng tim nng. 1. Liu kt qu c kh quan hn khng, khi bn ni cho khch hng tim nng v khch hng hin ti rng h s t c g nu h chp thun ngh ca bn, hoc h s nh mt iu g nu h khng ng vi bn? Nu sn phm/dch v ca bn c c u im v khuyt im, bn nn trnh by v im yu vo thi im no? Sau khi mt khch hng khen ngi c nhn bn v cng ty bn, bn cho rng nhng li ni no s c sc thuyt phc hn c, ngoi li cm n? iu g hiu qu nht m bn c th thc hin m rng nh hng ca bn thn?

2. 3. 4.

By gi, hy xem 6 nguyn tc thuyt phc m bn c th s dng bin cc yu cu ca bn i vi khch hng tr thnh hin thc. 1. Nguyn tc trao i. y l nguyn tc trong vn ho giao tip ca loi ngi, Cialdini ni. Chng ta u c chung suy ngh rng Ti s phi tr li anh ci m anh a cho ti, v chng ta xem iu l mt lut l hin nhin. Bn cnh , chng ta cng khng bao gi ch nhn m khng tr li iu g. Bn c mt c hi ln trong mt khong thi gian rt ngn ngay sau khi mt ngi no ni li cm n bn. Vy bn lm g trong thi gian ny l iu rt quan trng. Bn c nhn thy ngh cng vic kinh doanh ca bn khng? Bn hnh ng nh th no khi mt ai cm n bn v lm vic vt ra ngoi bn phn ca mnh? ng nh gi c hi ca bn lc bng nhng cu i loi nh , khng c g, ti vn thng lm nh vy m. Nu bn ch ni nhng iu nh trn, c v nh bn vt ra ngoi quy lut trao i. Thay vo , bn nn s dng nhng cu nh Tt nhin ri, chng ta lun sn lng gip ln nhau. l nhng iu m bn b lu nm vn thng lm, hoc Cm n. D nhin, ti sn lng lm iu , ti bit bn cng s lm iu tng t cho ti. 2. Nguyn tc khan him. Bn cht ca iu ny l: Mong mun ca con ngi l khng c gii hn. Bn nn ni cho khch hng bit rng bn c mt ngh him c, c nht v nh c th mang li cho h nhng li ch c bit m h khng th c nu khng tip nhn nhng yu cu bn a ra. V vy, bn khng nhng cn trnh by vi khch hng v li ch m h s t c, m cn phi cp n c nhng th m c th h s nh mt na. Con ngi s b tc ng mnh m hn vi ngh s mt mt ci g , Cialdini ni.
90

3. Nguyn tc ca s tn nhim. Thng thng, mi ngi u nghe theo li khuyn ca nhng chuyn gia c uy tn. Bn cn phi chng t trnh v s am hiu ca bn v vn m bn ang ni. Ngi nghe s khng n bn, nu bn khng th hin c iu . Tuy nhin, vic ch th hin s uyn bc khng thi vn cha , bn cn cn t ra thnh thc na. Bn c th biu l s chn thnh theo cch m cc doanh nhn ln thng lm: trc khi trnh by v nhng l l mnh m nht ng h cho sn phm/dch v ca mnh, h thng cp n mt im yu hay kh khn m h ang gp phi. iu ny to cho h mt hnh nh va c mnh m, li va thnh thc. Ngay lp tc sau khi bn tha nhn im yu l khi bn cn nhn mnh lun c ch cht ca mnh. 4. Nguyn tc cam kt v kin nh. Nu bn mun cng c sc mnh ca mt li ng , bn nn yu cu khch hng xc nhn iu trn giy. Ngi ta thng thc hin nhng iu m h vit ra. 5. Nguyn tc nht tr. Mi ngi ni chung c khuynh hng bt chc ln nhau. Chng ra quyt nh hnh ng ca mnh thng qua vic xem xt iu m ngi khc mun chng ta lm trong hon cnh , Cialdini ni, hay ni mt cch n gin hn th chng ta thng on ngh ca ngi khc hnh ng. Vy th bn hy p dng c im trong khi giao tip vi nhng ngi sp tr thnh khch hng ca bn, v s dng nhng khch hng hin ti cng vi nhng mi quan h ca h nh l nhng knh giao tip hiu qu cho dch v ca bn. 6. Nguyn tc yu mn. Chng ta thch nhng ngi yu mn chng ta, Cialdini gii thch. Chng ta thng ng tnh vi nhng ngi chng ta qu mn. Tuy nhin, iu ny khng c ngha l bn phi lm cho khch hng thch bn, m thay vo bn cn yu qu khch hng nhiu hn. H mun mt c vn bit t ra yu qu h, nh th h cm thy yn tm. V khi h cm thy yn tm, h s ni d dng ni li ng . Nh vy, nu bn ang gp bt k kh khn no trong vic thuyt phc ngi khc ng vi k hoch ca mnh, bn khng cn nn thay i nhng g bn ang d nh, Cialdini ni, m thay vo , bn ch cn thay i cch thc bn th hin li ngh . (Dch t Advisortoday) Bn i x vi khch hng nh th no? Khch hng s yu cu Bn cc vn sau: Cho h bit r bn l ai, ti sao tip cn h v sn phm bn bn l g Gii thch r lm th no tr li hng hoc hu hp ng Tn trng s ring t ca h thng qua vic gi cho h vo lc thun tin Ngay lp tc chm dt gii thiu hoc thuyt trnh theo yu cu ca h

91

Cung cp cho h thng tin chnh xc v trung thc v gi, s lng, cht lng, phng thc mua bn ca sn phm v dch v ca bn; cng nh sn phm v dch v hin c sn hay khng ngh bn vit bin nhn bng ngn ng h c th hiu c Cung cp c th tn h v thng tin lin lc ca bn, cng nh thng tin lin lc ca cng ty m bn i din ngh cung cp hng dn y v ch bo hnh v bo him Bn hng cho nh sn xut v mi gii trung gian - i iu cn lu Tc gi:Minh Trang Nhiu cng ty bn sn phm ca mnh va vi t cch l b phn cu thnh trong mt sn phm ln hn va vi t cch l sn phm cui cng. Chng hn nh cc hng sn xut ra-i- va bn hng cho nh sn xut xe hi nh mt b phn ni tht i km, va bn cho ngi tiu dng cui cng. Tuy nhin, vic bn hng cho cc nh sn xut i hi mt chin lc marketing rt khc so vi bn hng cho ngi tiu dng nhn v nhng th trng ny khc nhau v c bn v ngi mua trong mi th trng c phn ng theo cc cch khc nhau vi cng mt thng ip tip th. C mt iu cn lu l, nhng im khc bit trong cch thc ra quyt nh mua hng ca ngi mua khng ch gii hn trong s khc nhau gia th trng tiu dng v th trng kinh doanh. Chng ta hy th nghin cu mt th trng tn ti gia ngi sn xut v ngi tiu dng - l th trng mua bn trung gian. Nhng ngi bn hng trung gian, bao gm c bn l v bn bun, mua sn phm t nh sn xut ri sau tip th sn phm mua c cho ngi tiu dng hoc nhng ngi bn hng trung gian khc. V ng nhin, trong chu trnh kinh doanh, nh sn xut s c nhng phn ng khc nhau i vi cc i tc ca mnh. Vai tr ca ngi mua Vai tr chnh ca hu ht nhng ngi mua trong ngnh sn xut tp trung vo nhim v lin quan n quyt nh mua hng ha v dch v, c ngha l cc chc nng chnh ca h ch n gin l nghin cu v tha thun vi ngi cung cp nhm m bo rng cc hng ha v dch v do ngi bn cung cp ph hp vi nhu cu ca cng ty mnh. Ngi mua sn phm cacc cng ty bn trung gian khng ch tham gia vo hot ng mua hng m cn thc hin mt s nhim v thng mi bn sn phm cho ngi s dng cui cng. V vy, cc quyt nh mua hng ca ngi bn trung gian khng ch tp trung quanh quyt nh chp nhn hay t chi sn phm m cn chu tc ng ca cc chng trnh khuyn mi c th gip ngi bn trung gian qung co bn hng ca mnh. Cc li ch chnh Khi thc hin giao dch mua, nhng ngi mua trong ngnh sn xut c th nh gi mt sn phm bng cch xem xt cc li ch m sn phm mang li. Tuy nhin, mt trong nhng li ch quan trng nht m h tm kim l sn phm s hot ng tt hay khng. Cn nhng ngi kinh doanh theo kiu trung gian th t quan tm n vic sn phm c
92

hot ng c ging nh trong qung co hay khng v h khng phi l ngi s dng sn phm. Song nhng ngi bn trung gian thng quan tm n vic sn phm c gip h t c cc mc tiu ca cng ty mnh ra hay khng. V th, cc li ch chnh ca ngi bn trung gian thin v s tha mn ca ngi tiu dng, dch v, h tr qung co v cc li ch v ti chnh. Vai tr ca ngi ra quyt nh Hnh vi mua hng ca nhng ngi mua thuc ngnh cng nghip sn xut thng i hi cc nh tip th phi lm vic vi mt nhm thu mua bao gm nhiu thnh vin i din cho cc b phn chc nng khc nhau. Trong vic tip cn, giao dch vi nhm thu mua, ngi tip th phi tn nhiu thi gian hn sa i thng ip ca mnh nhm hp dn tt c cc thnh vin trong . Trong khi , c rt t thnh vin trong cng ty bn trung gian tham gia vo quyt nh mua hng. Thm ch khi c nhiu ngi trong cng ty bn trung gian cng tham gia quyt nh th hu nh tt c u thuc cng mt b phn chc nng. Do , ngi tip th khng gp nhiu kh khn trong vic sa i cc thng ip cho ph hp vi tng thnh vin. Thit k ca sn phm Nh lu trn, nhng ngi mua thuc ngnh sn xut rt ch n bn thn sn phm khi ra quyt nh mua hng, v th i hi ngi bn phi thit k sn phm sao cho p ng cc chi tit k thut m ngi mua t ra. i khi, nhng ngi bn trung gian cng m phn vi hng cung cp v sn phm, song, cc cuc m phn li thng khng tp trung vo chnh sn phm m vo nhng vn lin quan nh bao b nhn mc, chng hn nh mt hng kinh doanh trung gian ln c th yu cu sn phm phi c ng trong gi hng c kch c hay thit k nht nh, mc d h thng khng c v th i hi ngi bn phi thay i cu trc ca sn phm. Hnh nh v danh ting Nu mt ngi mua trong ngnh sn xut khng hi lng vi danh ting hoc hnh nh ca ngi bn th rt c th giao dch s khng thnh. Danh ting ca ngi bn c nh gi theo nhiu cch, trong c cht lng sn phm v mc tin cy ca dch v bn hng. V th, khi hnh nh v danh ting ca bn bn hng b ngi mua nh gi thp, cc giao dch ny thng t c c hi thnh cng. Cn vi ngi bn trung gian, danh ting ca ngi mua khng phi l yu t quan trong nu sn phm ang c khch hng ca h yu cu. Tm quan trng ca gi Hn bn c t hi: Tc gi khng nh ni rng nh sn xut v ngi bn trung gian khc nhau c v mong mun mua hng vi gi tt nht y ch? Nhng l s tht. Cc nh sn xut tn nhiu thi gian v n lc mua c sn phm dng trong qu trnh sn xut vi gi tt nht. H sn sng chuyn sang nh cung cp sn phm tng t vi gi thp hn h gi thnh sn phm cui cng ca cng ty. Ngi bn trung gian cng
93

rt quan tm n gi thp v gi thp s gip h tng li bin. Nhng ngi bn trung gian s phn ng nh th no khi nh cung cp tng gi m khch hng vn c nhu cu i vi mt nhn sn phm nht nh? Khi , h c th phn nn hay thm ch gim n t hng nhng vn tip tc giao dch, v ngi bn trung gian c th chuyn phn gi tng cho khch hng v li tng gi cho nh cung cp. Phng thc qung co D bn hng cho doanh nghip hay ngi bn trung gian, th ngi bn hng vn phi c ngun ti chnh h tr cc n lc bn hng trc tip. Mc d phn ln s tin chi khi tip th cho nh sn xut nhm thc hin giao dch mang tnh c nhn th vic tip th cho ngi bn trung gian i hi nhiu hn th. Ngi bn trung gian mun thy rng nh sn xut ang gip tng cu ca khch hng bng cch u t vo vic qung co trc tip ti ngi tiu dng. Thm na, ngi bn hng trung gian c th mun nh sn xut phi tin hnh phng thc khuyn mi bn hng khuyn khch ngi bn trung gian bn nhiu hng hn hoc mi cho khuyn mi mua hng tng lng khch hng cho h. Trn y l mt s l do khin cc nh tip th phi lun sn sng chnh sa chin lc ca mnh trong cc th trng kinh doanh. R rng l nhng khc bit ny c th m rng sang cc th trng khc, chng hn nh th trng ngi mua hng thuc chnh ph hoc thuc cc t chc phi li nhun. Bi hc m cc nh tip th cn rt ra trong mi trng hp l: Cn bit r khch hng mc tiu ca mnh. (Dch t Knowthis.com)

Phn 3
K nng phc v khch hng (CRM Vit Nam) - C th ni khi nhng ng dng cng ngh thng tin c s dng rng ri trong mi doanh nghip, nhn vin khng phi b ra qu nhiu cng sc cng nh thi gian c c thng tin v khch hng, gii p mi thc mc ca khch hng nhanh chng v hiu qu. Ngay c quy trnh bn hng cng c t ng ho, gim i gnh nng cho cc nhn vin. Nhng d c pht trin n u, cng ngh cng khng th hon ton thay th con ngi, c bit l vic em li s hi lng cho khch hng. Nhng trng hp nhn vin phi tip xc trc tip, ni chuyn, hay thm ch l thuyt phc khch hng khng phi l him, chnh v vy, nhn vin vn rt cn c nhng k nng c bn trong khi phc v, hay giao tip vi khch hng nhm ci thin, tng cng mi quan h gia doanh nghip vi cc thng . K nng quan trng u tin mi nhn vin cn c, l k nng lng nghe. iu ny tng chng d dng, nhng lng nghe li khch hng trong mi tnh hung, d l nhng li phn nn hay thm ch
94

l xc phm li khng phi n gin. Ngoi ra, trong khi lng nghe nhn vin cn bc l s chm ch ca mnh bng nhng cu p li thc s nhy bn v thng minh, giao tip bng mt hay c nhng c ch ph hp, tuyt i khng phn ng gay gt khch hng c cm gic h thc s c quan tm, tn trng v cm thy hi lng. Ngoi ra, lng nghe cn gip nhn vin c c thng tin chnh xc, thun li hn trong vic gii p khch hng. K nng nghe, v th, i khi cn quan trng hn c k nng thuyt phc khch hng. Tip n, nhn vin cn cn phi c k nng x l tnh hung. Mt dch v khch hng chuyn nghip l dch v m , nhn vin lun phi t ra nhy bn trong vic i ph vi nhng kh khn hay tnh hung bt ng. V th, nhn vin phi c kh nng phn tch tnh hung, nhanh chng a ra quyt nh nhm m bo s hi lng cho khch hng. Hn na, gii quyt tt tnh hung, khng phi lc no nhn vin cng phi lm theo nhng quy tc cng nhc v i khi thiu tnh linh hot do doanh nghip ra. Thc t tip xc vi khch hng cho thy, nhn vin phi t a ra quyt nh nhanh chng, m nhiu khi phi vi phm quy tc ca doanh nghip nhm m bo quyn li v s hi lng cho ngi mua hng. Tuy nhin, lm c iu ny, nhn vin cn hiu r nhu cu, s thch ca tng nhm khch hng c th, bn cnh cng cn phi thc s linh hot. Chnh v vy, nhn vin i lc phi pht huy tnh t ch, quyt on cng nh t tin vo quyn hn, chuyn mn ca mnh.

95

Nhn vin cn ghi nh rng khi phc v hay tip xc vi khch hng, h chnh l ngi i din cho doanh nghip, do , d ch gy ra mt li nh nhn vin cng nn thng thn xin li khch hng, bo m khng kh vui v, thoi mi gia hai bn. Khng ch vy, khch hng lun nh gi cht lng dch v ca doanh nghip thng qua nhng hnh ng ht sc n gin ca nhn vin. i khi ch mt n ci thn thin hay cch gi tn thn mt li khin h cm thy n tng v trn trng. Quyt nh mua hng ca khch hng da mt phn khng nh vo nhng tri nghim c nhn, chnh v th, c mi quan h tt, thn thin vi khch hng, to cho khch hng cm gic c trn trng l mt ng gp ln ca nhn vin trong gia tng s lng khch hng trung thnh. Cui cng nhng cng khng km phn quan trng, nhn vin cn duy tr mt thi lm vic nhit tnh, ham hc hi v lun tm ti sng to trong cng vic. Chnh thi tch cc s quyt nh mt phn khng nh ti kh nng v thc t lm vic ca nhn vin, em li nhng li ch c th cho doanh nghip cng nh khch hng. Nh Qunh www.crmvietnam.com (Tng hp t Customer service world) Cnh ca dn n tng lai cho cc nh bn l Tc gi:Hi Nguyn Cc chuyn gia t vn kinh doanh thng nhn c rt nhiu thc mc ca khch hng v tng lai ca ngnh cng nghip bn l, vn rt a dng v phong ph v mt hng, th loi v ang chim lnh v tr hng u trn th trng. V iu m cc nh
96

bn l bn tm nht, l liu h c tr vng ni theo thi gian khng, v c tng lai no cho ngnh cng nghip bn l hay khng? Trong hon cnh th trng v nn kinh t th gii ngy cng cnh tranh gay gt v ny sinh nhiu thch thc mi, cam go hn, chng hn nh tnh trng gi nguyn liu ngy cng t v nh hng n gi c th trng; th nhng lo ngi l tt yu. Tuy nhin cc chuyn gia vn hon ton lc quan v tng lai cho cc nh bn l. Mu cht nm chnh yu t nh v l, nhng li c kh nng thc hin nhng iu m cc i gia khc khng th lm c. chnh l nhng mt hng cht lng cao, hng ho c bit i km vi nhng kin thc phong ph v sn phm v cc dch v ni tri, thu ht v p ng c nhiu nguyn vng ca ngi tiu dng. Cc khch hng sn sng chp nhn tr thm mt khon tin v nhng hng ho v dch v tt y, tuy nhin iu cha hn cc nh bn l c th yn tm. Bi vy, trong tng lai, h cn n lc nhiu hn na pht huy, cng c cc kh nng, k nng ca h nhm duy tr c v th ng n trn th trng hm nay. Cc chuyn gia nu ln mt s kin v nhng yu t s gp phn dn n thnh cng ca cc nh bn l trong tng lai: Xc nh mc tiu.. Mt nh bn l nh khng th p ng ht tt c cc nhu cu ca tt c mi ngi. ng thi, nh bn l y cng khng th chiu theo bt k nhng g m khch hng ca anh ta mong i. Tiu im cho mt nh bn l ch n gin l hy lm tt hn cng vic ca nhng ngi khc, v chnh l n tng u tin v ln nht m cc khch hng ngh n mi nh bn l. Bi vy, cc nh bn l hy lin tng v tiu im kinh doanh ca mnh nh mt chm nh sng laser hi t. Nu suy ngh mt cch logic, th c th vic m rng kinh doanh trn cc mt hng mi hoc cc dng sn phm mi s gp phn tng doanh thu v li nhun ln rt nhiu. Tuy nhin, nu vic m rng y khng ph hp vi ng li, chc nng hot ng ca bn, th e rng n khng nhng s lm hng quy trnh qun l tp trung m cn tng chi ph kinh doanh v ko tt li nhun xung mt cch nhanh chng. Ln k hoch. Bt k mt nh bn l no bit ln k hoch chi tit v hp l th s l nhng nh bn l hot ng tt v sinh li hiu qu. Nu nh bn hot ng m khng c mt k hoch r rng, th bn ngh g v Tng lai? Lc , Tng lai ch n thun l nhng g s xy n vi bn, ch khng phi bn ch ng n nhn Tng lai do chnh bn to nn. Mt bn k hoch phn nh chin lc ca bn, n s bao gm tt c nhng g bn cn phi tin hnh, hng ngy, hng thng, hng nm nhm t c mc tiu ca mnh. Tnh qu quyt. Li th cnh tranh ln nht ca cc nh bn l trong mt nn kinh t y tnh cnh tranh khc lit vi nhng i th ln, l h c kh nng quyt nh nhanh chng bt k mt
97

vn no. Mt s doanh nghip bn l, v nhng l do nh e ngi tnh ri ro ca vn , xem xt thng tin khng ph hp, cch qun l gia nh tr hoc n gin l bn tnh tr tr, lng l, phi tr gi kh t. Hy pht huy tnh quyt on ca bn, gt qua mt bn nhng ro cn khin bn kh c th quyt nh nhanh chng mt vn cp bch no . Kh nng thc thi. Hu nh nh bn l no cng phi tm nim mt iu rng: doanh nghip, cng ty ca bn s chng cn n k hoch, chin lc hay t chc hot ng mt cch khoa hc lm g, nu nh nhng n t hng, yu cu ca khch hng khng c thc hin khn trng, nghim tc v c tnh chnh xc cao. Bi v trong bi cnh cnh tranh gay gt hin nay v mai sau, th ngay lc , i th kp nng tay trn cc khch hng ca bn. n gin l vy! Nhng cm nhn nhy bn v ti chnh. qua ri nhng quan nim u tr rng nh bn l ch vic xem qua tnh hnh doanh thu v cc d liu thng k quan trng khc cho cng vic kinh doanh, hay li vo s t vn ca cc nhn vin th kho, k ton. Thi i buc cc nh bn l phi t c nhng chun mc kin thc cao hn v ti chnh nh vn, n, li sutng thi, h cng phi cm nhn v nm bt c nhng nhp iu bt thng ca tnh hnh ti chnh, kp thi c nhng d on v hnh ng i ph chnh xc hn. Tn dng nng lc ca ton h thng. Bn c th hiu mt cch khc, l mi nh bn l c th ch cn n mt h thng my tnh duy nht, tuy nhin iu quan trng l cc doanh nghip ny phi khai thc ti a chc nng ca h thng my tnh y. Mt nghch l m cc chuyn gia nhn thy l hin nay phn ln cc doanh nghip bn l ch mi tn dng c 50% chc nng, cng sut h thng hot ng ca h, thm ch c bit c nhng trng hp t hn so vi mc trn. Bi vy, cc nh bn l cn khai thc hiu qu ht cng sut cc h thng qun l quan h khch hng, qun l hng ho v qun l t chc hot ng, t to ra th thch v phn u vt qua nhm tng cng kh nng c xt ca mnh. S dng ti a h thng ca mnh nhn bit u l i tng khch hng tim nng nht, u l nhng con g trng vng trong s cc mt hng ca mnh, ng thi tm cch loi b bt nhng chi ph khng cn thit nh hng n hot ng ca doanh nghip. Giao quyn cho nhn vin. Ti sn quan trng, ng gi nht ca mi doanh nghip bn l chnh l i ng nhn vin cng nh trnh , nng lc, kin thc ca h. Hy bit cch thc y mnh m vn ti sn ng qu y ca cng ty bn! Hy to cho nhn vin nhng iu kin thun li nht v nhng quyn hn ph hp h c th hon thnh nhim v ca mnh. Cc nh bn l cn t ra nhng mc tiu cnh tranh lnh mnh, nhiu th thch v hun luyn, o to nhn vin vt qua nhng kh khn phc tp nht. Cc nhn vin s rt t ho khi bit rng h l nhng nhn t nh hng mnh m n s thnh bi ca cng ty. Bi vy, hy
98

to cho h mt khng gian lm vic thoi mi, bit khc phc sai lm sau khi vi phm, can m i mt vi nhng nguy c ri ro trong kinh doanh, tinh thn khm ph nhng iu mi m, sng to v cc k nng hu ch khc. Nn nh rng, nu bn khng th vt ln trn, c ngha l bn s chc chn tt hu ng k. Bn tin l bn c th duy tr trng thi dm chn ti ch lu di? l mt quan nim sai lm m bn s phi tr gi t. Bi v i th ca bn s khng dnh mt cht thi gian no bn c th vng tm tr li vi v tr c m khng c bc tin ng n no. Tng lai s thuc v nhng nh bn l, nhng doanh nghip no c ch vn ln dn u th trng. Ham mun v ch tiu tr thnh ngi dn u, xt cho cng, d thc hin hn vic u tranh gi vng thnh tch y! Dch t The INC "c nhn tm" trong giao tip vi khch hng Tc gi:Thanh Bnh Khch hng trc ht cng l con ngi, v mi mt khch hng ca bn, cng nh bao ngi khc, lun mun cm thy mnh c coi trng. C th bn khng ch lm, nhng tt c chng ta u hy vng c c cm gic v, mt cch v thc, s hng n nhng ni m chng ta cm thy mnh quan trng. Vy vi vai tr ca mt nhn vin lun phi tip xc vi khch hng, bn nn lm th no? 7 li khuyn di y c kt t nhng nhn xt, nh gi t gc khch hng s gip bn d dng hn trong nhng cuc giao dch, trao i vi t cch c nhn, khin khch hng ca bn cm thy mnh c tn trng, c l ngi quan trng, m khng ph thuc vo chnh sch hay h thng ca cng ty ni bn lm vic. 1. Hy s dng tn ring ca khch hng Bn bit rng khch hng lun c mt s ng k hay m khch hng v khi cn h c th thng bo cho bn bit m s . Khi bn nhp con s vo h thng, bn bit r tn khch hng. Hay nu khch hng a cho bn mt tm th tn dng, bn cng bit r tn ca h. Bn ng b qua iu ny. Hy dng tn ring ca h khi bn ni li cho hi, cm n, tm bit.. lm cho bu khng kh tr nn nh nhng, thn thin hn. 2. Khch hng mun c mi tham gia nhng cuc gp g, hp mt Thng thng, ai cng thch c quan tm c bit, c th ch n gin l nhng li thm hi, chc mng, hay th mi nhn dp l hi. l l do ti sao cc khch hng thng thch c mi tham d nhng bui gp g, giao lu m cng ty bn t chc, nhng Cu lc b khch hng thn thit hay bt c iu g em li cho khch hng cc ln gim gi, dch v c bit, o to, nhng u i no hay s ngc nhin th v. Nu
99

cng ty bn c nhng cu lc b kiu ny, hy mi cng nhiu khch hng tham d cng tt, cn nu bn cha c, hy ngh n vic t chc mt cu lc b nh th. 3. Hi khch hng v nhng li khuyn Khch hng no cng c sn nhng kin c nhn v cung cch lm vic ca bn v cng ty bn, v nu h c hi vo thi im thch hp theo nhng cch thch hp, ng thi h cm thy rng bn thc s quan tm n cu tr li, khch hng s a cho bn li khuyn . Nhng tm phiu ly kin c in sn khch hng t in vo c th rt hu ch, tuy nhin a s khch hng thng thch c tip xc c nhn hn. Hy to ra c hi cho khch hng c th ni ln tt c nhng g h suy ngh, v phn thng m khch hng dnh cho bn s l tn sut nhng ln mua sn phm dch v ca bn ngy mt nhiu hn. Bn hy thng xuyn ngh khch hng cung cp bn nhng li gp hoc li khuyn, h s lun sn lng. V ai m bit c, rt c th mt tng bc t no v nhng sn phm, dch v mi s n vi cng ty bn ch bng cch lm tng chng nh rt n gin ny. 4. Trn trng khch hng ng l i lc bn rt bn rn, h thng dch v ca bn c th qu ti hay bn ang c n 5 khch hng ch in thoi. Tuy nhin, khi khch hng gi in hay gh thm, bn hy n tip h mt cch nng m chn tnh v lm sao khch hng cm thy rng bn rt vui khi gp h, lm cho h khng phi bc bi v phi xp hng ch i n lt mnh. Mt n ci, mt li cho, hay cu ni Chng ti s phc v qu v ngay by gi s c tc dng rt ln. Khch hng lun nh gi cao s trn trng m bn dnh cho h. Nu bn pht l khch hng, bn s cm thy th no nu khch hng sau cng s pht l bn? 5. To ra s ngc nhin cho khch hng Mt cht g ph thm vo n t hng hay nhng li ch thch ghi bng tay s c tc dng tm l rt ln v rt hu ch trong dch v khch hng. Tng t nh vy l mt ln gim gi c bit, hay li mi dng th mt mn n Nhng iu bt ng nh vy khng cn phi tht ln lao, t tin, v cng khng cn thc hin vo mi thi im. Nu bn nhn c mt s ngc nhin th v, bn c mun chia s n vi nhng ngi khc khng? Vy th khch hng ca bn chn hn cng s lm nh vy. 6. Xin li khch hng Khch hng thng rt kh chu khi phi nghe nhng li bo cha rng nhng vic bn lm chng c g l sai so vi nguyn tc ca cng ty, hay vic bn khng quan tm n thc t rng n t hng n chm 3 ngy, hoc phn ph ph thm khng th gim bt, cng nh sn phm m khch t hng ht... Khch hng lun bit nhng g
100

xy ra, cho d bn c bin h cch no i na. Tt nht l khi c sai st, bn hy gi ti khch hng mt li xin li. Xin tit l vi bn mt iu kh th v: Nu bn mc li vi khch hng v xin li ngay sau , khch hng s rt hi lng v cn yu qu bn nhiu hn trc y. Hnh ng xin li v cam kt a li mt dch v tt hn lun hu ch n mc bn c th xo i s bt mn ca khch hng v chuyn n thnh lng trung thnh, nu sau bn thc hin c nhng g ha. 7. Lng nghe khch hng Mt trong nhng vic rt cn thit nu bn mun khch hng cm thy h c coi trng l lng nghe. Khi bn thc s lng nghe khch hng, mt cm gic thoi mi, d chu s xut hin trong lng mi khch hng- bi v s lng nghe chn thnh l kh him hoi, thm ch ngay c khi bn nh v gia nhng ngi thn. Hy lng nghe nhng bn khon, thc mc t pha khch hng, lng nghe kin ca h, lng nghe yu cu ca h. Nh , mt chic cu ni ca s hiu bit s c thit lp gia bn v khch hng. Khi bn thc s lng nghe, bn c th khng tin c rng bn em li cho khch hng cm gic tt p nh th no. Mi chng ta u c th lm c phn ln nhng cng vic trn khng my kh khn, bi v l cuc sng, l nhng iu nh nht nhng em li nim vui ln cho khch hng v cho chnh bn. C th, dch v khch hng ca cng ty bn s tr nn hp dn hn, d dng thc hin hn v nhanh chng to dng c lng trung thnh t pha khch hng. (Dch t www.customerservicemanager.com) To Dng Doanh Nghip T Lng Trung Thnh Ca Khch Hng Mt dch v chm sc khch hng tt chnh l s sng cn ca mt doanh nghip. Di y l mt s b quyt to dng mt dch v chm sc khch hng hon ho i vi cc nh dch v bn l. B quyt 1: Xy dng doanh nghip bng lng trung thnh ca khch hng Ti mt khch sn c quy nh l tt c nhng ai c lin lc vi khch u phi nh tn y ca khch hng, nu bit thm thng tin v c nhn hoc cng vic ca khch hng th cng tt. Nhn vin c trch nhim lm cho khch hng bit rng mnh c cho n nng hu khch sn bt c lc no c dp quay tr li, ng ta hoc b ta s n ngh chn ti chnh khch sn ny.

101

Khi bn c th by t c s quan tm n nhng vn ca khch hng , th l cch xy dng doanh nghip bng chnh lng trung thnh sut i. B quyt 2: Cung cp dch v chm sc khch hng ng ngha Trong nn kinh t th trng ngy nay, dch v tr thnh mt hot ng cn thit, dng nh ngi ngi, nh nh u lm. Nu ai cng lm dch v, liu c th bt ln ng u bng cch xy dng mt dch v c trng hn, hp dn hn ngi khc? Mt c giy khng va cho mi bn chn. Mt kiu chm sc khch hng khng th ph hp vi mi khch hng. Gi s dch v chm sc khch hng c trng ca bn l giao hng tn nh th bn s c mt lng khch hng v mt s ngi khng c nhu cu t mua sm. C nhiu ngi thch i ngm v mang mi th i vng quanh ht ca hng ny n ca hiu n. Khng phi h t quan tm n dch v giao hng tn nh ca bn. C iu bn cha nm c ca h m thi. Nu bn gii thiu dch v giao hng tn nh , chc rng bn s c mt s khch hng mi. B quyt 3: Khch hng lun lun ng Khi mt khch hng n gp bn than phin, hy nghim tc trong vic gii quyt cc vn . Nu v khch bc mnh v gin d, u tin hy vut gin cho anh ta bng li ni v hnh ng nh nhng, th hin bn ang c gng gii yu cu ca khch. Thm ch d anh ta sai, i lc vn cn chu thit v bi thng cho khch. Khi khch hng hi lng v c tha mn, hy cm n ngi y v cho bn bit thng tin. Hy nh rng khng tin ca no vo qung co c th sa cha nhng thit hi v khng th p ng c nhng i hi xut hin sau khi mua hng ca khch . ng khch hng bc ra khi ca hng ca bn m khng ni li no, v chng bao gi bn c th gp anh ta ln na. Nhng ngi pht khng ni ra iu ny c bn b. V h li c nhng ngi bn khc . Kt qu l c rt nhiu ngi bn s khng bo gi bc chn vo ca hng ca bn c. B quyt 4: Hy thnh tht vi khch hng Nu khch hng ang nghi ng rng bn ang c iu g m m vi anh ta th bn c th cho vnh bit ngi khch . C th bn may mn mua c mn hng vi gi hi, thay v c gng kim nhiu li, hy tng mt phn s tin
102

li , thm ch c khi tt c , cho khch hng ca bn. iu ny s gy c lng tin cho khch hng, nh trong tng lai, khch hng ca bn s tm n ca hng ca bn mua sm v thm ch cn nh t vn na. Minh Tm- www.sbinfocanada.com Lm th no t c mt cam kt mua hng ca khch hng tim nng Michael L.Sheffield Hi : Ti mi tham gia vo mt cng ty kinh doanh theo mng c nhng sn phm tuyt vi. ti ch thn dng nhng sn phm v tp trung vo bn hng trc khi tuyn m ngi mi. Vn ca ti l nhng ngi m ti ni chuyn dng nh c v quan tm, nhng li khng cam kt s mua hng. Nhng cu tr li thng i loi: "Hy ti suy ngh hy gi li cho ti sau. C th ti lm g sai chng? p : Trc ht, ti s phn tch v nhng li ni ca khch hng thn thit v hc cch lm th no bn c sn phm trc khi bc vo qu trnh tuyn ngi Nu bn khng tin tng vo nhng sn phm ca mnh v hiu cch lm th no thc y nhng ngi khc tr thnh khch hng, th kt qu l bn s khng th chuyn ti c kh nng cho nhng ngi c bn tuyn m vo trong t chc ca mnh trong tng lai Chng ta hy xem xt vi vn c th gip bn tr thnh ngi bn hng hiu qu hn. Sau khi bn gii thiu sn phm, bn mun khch hng hnh ng ngay. Tt c nhng g bn lm cho n lc ny u nhm n mt iu duy nht: kt thc cuc mua bn. Nhng bi nghin cu cho thy rng 63 % cuc bn hng tht bi xy ra v ngi bn hng khng ngh c khch mua hng. Nhim v u tin ca bn l pht trin v to ra mt kt qu ng. Hy ngh ra nhiu cch ni " Bn s mua sn phm ca ti ch? " Chp chng ra v ghi nh ly. Thc hnh cch th hin chng, v hc cch ni chng ph hp vi nhng tnh hung khc nhau Thng thng, vic khp li cuc giao dch s xut hin lc bn kt thc vic trnh by ca mnh, nhng n cng c th xy ra vo bt c lc no. Vo gia lc bn trnh by, bn c th cm thy rng khch hng tim nng ca mnh s hon ton quan tm n mt sn phm nht nh. Ngay lc , l hon ton thch hp nht ni: ti ng vi anh. y l mt trong nhng cch tt nht m ti khuyn bn. Hy ghi ch ngay vo mt mnh giy khi ni bn khng b qun nhng phn cn trnh by cn li. Cha kha kt li cuc bn hng l tn dng ng lc. ng chm tr. Nhiu ngi bn hng khng tin c rng h va kt li mt cuc bn hng nhanh chng, v th h c ni tip, v nh th t ko bt h ra khi mt cuc bn
103

hng l ra trong tm tay. Nu i tng tim nng ni rng" C th ti s mua " "C l l ti s mua" Hoc chc chn l n tt y", bn hy ngng ni v bt u ghi ngay vo ho n bn hng, nu khng mun mo him mt i cuc mua bn. Di y l vi cch m bn c th dng nhc kho khch hng hnh ng ngay: Lm cho khch hng ng vi bn. Bi trnh by ca bn s c hng lot l do mnh m, y ng c mua hng. chnh l mc ch cn xy dng bi trnh by th hin nhng c tnh v li ch ca sn phm. Quan im ca bn phi t c s tn thnh hon ton ca khch hng. Bn cn khin cho anh ta th hin s ng bng cch gt u hoc ni ra li. Khi quan im bn hng c trnh by di dng li ch, chng tr nn ring bit ph hp cho c nhn khch hng. Khi khch hng ng vi vi im bn a ra, bn c th gi nh rng anh ta sn sng mua hng. Nhn t hng. Bn cn phi chun b sn giy v vit, sn sng vit n t hng ngay khi khch hng ng . Mt khi bi trnh by ca bn c hon thnh, quay tr li nhng sn phm m bn ang trnh by v xc nhn mt hng no m khch hng quan tm trc . Sau khi bn hon tt, yu cu khch hng k vo n, v hi h mun chi tr bng ngn phiu hay tin mt. S l li th ca bn khi c sn hng tr, nh th bn s c th giao ngay cho h. Nu khng, sp xp cho cng ty ca bn ln lt giao hng hoc ln lch hn khi no bn c th giao hng. Mt khi bn vit n t hng v c chp nhn thanh ton, bn c th t chc mng va hon tt mt cuc bn hng thnh cng. Nhng cha phi l ht vic cho bn Tm cch t c li gii thiu n nhng ngi khc Mi khi bn gi in cho khch hng mi, bn phi kt thc vi li ngh h cung cp cho bn tn ca nhng ngi h bit m c th c nhu cu s dng sn phm ca bn. Khi bn thnh cng trong cuc bn hng, khch hng ca bn s thng sn sng gii thiu cho bn tn tui ca bn b hoc hng xm ca h. iu d dng hn rt nhiu so vi nhng g bn ngh. Tt c nhng vic bn cn lm l hi. Bn s thy nhng li gii thiu m bn thu c s m ra mt ngun cung cp v tn cc khch hng tim nng mi. Mi khi bn c cung cp vi tn tui, hy s dng chng ngay lp tc. ng bao gi cho li gii thiu chuyn tip ca khch hng tr nn ngui lnh. Nu ngi c cp gin tip ny gn nh bn, hy tm n ngay, nhn chung, t gii thiu, v ni rng bn ca h cho rng h s rt hng th vi nhng sn phm m bn ang cung cp. Cch ci m ny lm c vic rt
104

quan trng cho bn: to c s tn nhim dnh cho bn. Bn khng phi l mt ngi i g ca tng nh bn hng na. Bn l bn ca mt ngi bn, v thng th l mt li gii thiu cho bn c mi vo nh, v to cho bn c hi gii thiu v sn phm hoc a cho h vi sn phm mu hoc tp sch gii thiu Tuyn ngi mi. Sau khi lm ch c qu trnh bn hng, chnh l lc bn nn bt u bn nhng sn phm khc, c hi kinh doanh ca doanh nghip. Nu bn tp trung vo bn sn phm v bin mt ngi tim nng thnh khch hng ca mnh th s rt d ngh h xem xt vic tham gia vo doanh nghip ca bn. Tht ra, c hi mua cho c nhn s dng vi gi s m li kim thm c thu nhp thng kh hp dn i vi nhng i tng tim nng. V quan trng nht l, hy nh rng mt khch hng tim nng ni khng vi bn vn c th mang n cho bn c hi tip cn mt khch hng thng xuyn ni c Tm Hiu v Gii Quyt Than Phin T Khch Hng Nhng khch hng im lng l nhng ngi khng thch to chuyn khi h cm thy khng hi lng v sn phm hay dch v, nhng khi nhng kh chu ca h n mt mc no th h lng lng chia tay vi cng ty bn v h ngh rng nu c than phin, gp th cng chng khc phc c iu g , bi v vn i qu xa. Mt s chuyn gia Marketing gi din bin ny trong hnh vi ca khch hng l qu trnh tch ly s im lng. Mt s tht ng ni l a s khch hng khng than phin. n gin l nhng li ca cm, than phin thng chng lm cho ai vui, c ngi phc v ln ngi than phin, v cn mt i ha kh. Do vy nu khng c phc v tt, ngi ta chng bao gi mun quay tr li na. Theo cc chuyn gia Marketing, c th phn nhm khch hng t than phin thnh nhng nhm sau: - Khch hng tha mn: Khi khng nhn c li than phin no t khch hng c ngha l h tha mn v sn phm hoc dch v. Tuy nhin trn thc t loi khch hng ny rt t. - Khch hng tch ly s bc dc: Nhng khch hng ny thng b qua nhng iu phin toi. n khi xy ra mt s c no i qu s chu ng , h mi cht ht mi iu, kh chu cho bn b ca h hoc cho i th cnh tranh khc trong lnh vc h c dch v. - Khch hng t suy din: Khi c s c xy ra, loi khch hng ny thng ngh rng khc hn bit iu v bit n bit khc phc nh th no ri , v th h chng phi ni thm iu g na.
105

- Khch hng mun xa lnh s phin toi: Do khng thch thch xy ra xung t v khng thch than phin, h tm mua hng ni khc m khng ni ra nhng ngc im ca sn phm hay dch v. - Khch hng qu bn rn: Nhng khch hng ny cho rng vic h phn nn ch lm cho h mt thi gian v cng sc. Li thot cho h ca h l tm mt nh cung cp khc. Vn t ra l lm th no khch hng c th a ra nhng kin phn hi v sn phm hay dch v ca bn mt cch chn thnh v thng xuyn. Quan trng hn, cng ty bn phi c nhng phn hi nh th no i vi nhng li than phin, ng gp kin ca khch hng h tr thnh nhng khch hng trung thnh. Di y l nhng li khuyn ca chuyn gia marketing: - Khuyn khch khch hng tr thnh i tc, nhng ngi bn ca Doanh nghip. Khi doanh nghip to dng c quan h thn mt vi khch hng, khch hng s c nhng ng gp chn thnh v hiu qu hn doanh nghip hon thin sn phm hoc dch v ca mnh. - Gii quyt nhng li than phin ca khch hng mt cch chuyn nghip, trc tip v lch s. Nu mun khch hng a ra nhng li than phin mang tnh xy dng , ta phi tr li h mt cch lch s, nh nhn. Cu tr li cho khch phi r rng c th mang tnh chuyn nghip cao. Khch hng s phi c bit cng ty s x l nhng li than phin ca h nh th no, chng hn, tm hiu k nguyn nhn pht sinh ra vn v c cch gii quyt nh th no.Sau khi s l vn xong cng ty s tr li cho khch hng bng cch no : in thoi, vit th tay hay th in t? - nh ra mt thi hn hp l thc hin cc gii php. Khi khch hng cm thy an tm khi than phin , bc tip theo l bn cn phi cam kt vi h v thi hn gii quyt cc than phin . - Chn mt m hnh tt t nhng li than phin ci thin thay v ch chm chm vo nhng li than phin mang tnh tiu cc v t ra bc dc, nn nghin cu k nhng li gp , nh gi tch cc ca khch hng tm hng gii quyt hon thin sn phm hoc dch v.Khi thc hin theo hng chn v nhn c phn hi tt t pha khch hng nn p dng gii php nh mt m hnh mu gii quyt cc than phin khc. - Linh hot trong vic xut gii php. Nu khch hng khng thch cc gii php nu, nn linh hot v a ra cc gii php khc c th a ra nhng k qu tng t. Sau , nn p dng cc gii php no hp l nht cho s ng khch hng.
106

- Chn ngi thch hp gii quyt than phin ca khch hng. Nu mun c nhng thay i trit v cht lng sn phm hoc dch v, nhng than phin ca khch hng cn phi c em ra bn bc trao i vi nhn vin c trch nhim ca cng ty v giao ph cho h gii quyt trit nhng than phin . - Lun cm n khch hng khi nghe h than phin. Khi khch hng a ra li than phin, h mong mun iu g trc tin ?. l li cm n t pha doanh nghip. ta phi cm n h v h thng thn gp , v h gip cng ty hon thin sn phm hoc dch v. Sau hy nhc li vi h ca h m bo rng hai bn hiu nhau chnh xc. Cui cng thay v ni my mc Chng ti s khc phc iu , hy gii thch cho khch hng bit cng ty s lm iu g, khi no v ti sao. (Vn Nht theo Entrepreneu)- SGDN y l VOC-Ting ni khch hng! Tc gi:Trnh Quang Dng Jim Barnes l mt chuyn vin t vn kinh doanh ni ting ti khu vc Bc M v Chu u vi 30 nm kinh nghim trong vic nghin cu chuyn su v lnh vc quan h khch hng, l tc gi ca nhiu cun sch v chin lc xy dng v qun tr quan h khch hng. Jim Barner hu nh lun trung thnh vi nguyn tc ca mnh: vic xy dng quan h khch hng phi xut pht t chnh quan im ca khch hng v ng trn v tr ca h, mi quan h c khch hng ghi nhn v tn dng. Gn y, ng c bi vit gii thiu v chng trnh VOC (Voice of the Customer)-Ting ni khch hng, mt khi nim kh mi m v th v nm trong CRM (Customer Relationship Management)-Qun tr quan h khch hng. VOC l mt chng trnh hnh ng gip cc cng ty lng nghe c mt cch trc tip cc thng tin, kin phn hi t khch hng ca h, khng cn phi thng qua cc hot ng thm d th trng hay marketing theo phng php truyn thng. Ni mt cch khc, VOC s buc nhng iu khut tt trong vic xy dng v qun tr quan h khch hng vn by lu nm im hi lng ting, nay phi ct ting ni cc cng ty c th lng nghe c chng. Tuy nhin, ti (tc gi Jim Barnes) khng c nh bao qut khi nim hot ng iu tra thi , s hi lng ca khch hng vo chng trnh VOC ca mnh. Bi v nhng hot ng ny n thun l mt cng vic nm trong hot ng kinh doanh thng nht, m cc cng ty phi kim tra li xem h thc hin tt tin , mc tiu h ra hay cha. Cn y, chng trnh VOC l khi ra nhng mt tt nm su bn trong mi quan h khch hng, nhm gip cc cng ty to n tng tt nht vi h v c bit, nhng thng tin c c s ch dnh ring cho mi cng ty m thi. Thc t l kh nhiu cng ty, di hnh thc no , cng thc hin c mt chng trnh VOC ca h, chng hn nh di dng Thng tin khch hng nhm h tr cho cng
107

ty trong cc quyt sch nhm vo cc v "Thng ". Tuy nhin, nhng chng trnh ny li qu phc tp trong ngun thng tin t khch hng v ni dung th li qu nng n trong vic nghin cu v iu tra thi khch hng. Ni cch khc th cc v khch hng ng knh u b t vo th b ng khi mun ni ln ting ni ca mnh. Bn cnh , cc gii php x l v phn hi thng tin, nng cao v th mi quan h khch hng vn cn b ng. T hn na l trong 30 nm lm cng vic t vn ca mnh, ti nhn thy l mt s cng ty hu nh chng c ly mt kin, gii php no cho vic lng nghe khch hng ca h. Trong qu trnh xy dng v thit k chng trnh VOC, cc cng ty nn lu hai iu c bn sau: Th nht, bn phi lu n ngun thng tin thu thp c, l do bn mun c nhng thng tin ny v chng s c s dng nh th no? Th hai l bn cn bit, cng ty bn thu thp nhng thng tin y nh th no, hay ni cch khc, bn s lng nghe cc khch hng ca mnh nh th no? Lng nghe v thu hiu! Mt chng trnh VOC thit thc nht s b sung rt nhiu cho cc hot ng thm d v nghin cu khch hng cng nh cc chin dch marketing ca cng ty bn. Chng trnh ny s gip bn xch li gn hn vi cc khch hng ng qu ca mnh, lng nghe nhng iu h ni v nhng iu y s ch lin quan n cng ty bn, cng vic ca bn m thi. ng thi, VOC cng s l cy cu ni gia doanh nghip v khch hng, bi khch hng s c nhiu c hi c i thoi trc tip vi cng ty m khng cn phi thng qua cc hot ng kho st, thm d do pha cng ty t chc. Hot ng v cu trc ca VOC cng t cng knh v rm r s cng tt. VOC nn tp trung vo cc bin php, k thut thu thp thng tin c cht lng, tiu biu nht l hai hnh thc: phng vn c nhn khch hng, thnh lp cc t chc i din cho quyn li khch hng v triu tp hi ngh theo nh k gia i din khch hng v cng ty. Nh vy, thng qua chng trnh VOC ca mnh, bn c th "lng nghe" c nhng nhu cu ca khch hng trong cuc sng hng ngy, h thch hay khng mun nhng iu g, t bn c th p ng cc "thng " ca mnh hoc trnh c nhng hnh ng "ng chm" n h. S dng chng trnh VOC cho php cc cng ty c th nhn bit nhng c hi n vi h thng qua vic i thoi trc tip vi khch hng hn l thng qua cc hnh thc nghin cu, thm d. Bi v hnh thc nghin cu v thm d ngi tiu dng ch a ra nhng khung cu hi c h thng ha mt cch chung chung nht, c sn tnh hung kinh doanh la chn, v do vy m khch hng s ch da vo khun mu tr li. Nh vy, ni dung m bn thu thp c s ch gi gn xung quanh nhng cu hi c nh sn . Cn trong i thoi, phng vn vi khch hng, bn s thu thp c nhng thng tin c ni dung bao qut hn, a dng hn, v iu cho thy nhiu c hi bn hnh ng v nhng v "Thng " thn yu ca mnh.
108

Chng hn nh thi gian gn y, nhm t vn cho chng trnh bn l sn phm ca mt nhn hiu ln, chng ti tin hnh phng vn khch hng v nhng kinh nghim ca h khi i mua sm. Thay v nh sn nhng cu hi, nhn vin ca ti hi cc khch hng nhng cu hi chung v mt chuyn mua sm l tng ca h, hoc iu g khin h ri khi ca hng sm hn k hoch? Kt qu l chng ti nhn thy vic khch hng thch i mua sm hay do quanh gian hng trong mt thi gian di phn ln l do h cm thy thoi mi hoc n tng vi khng gian trong quy hng hn l nhng l do v gi c v s la chn sn phm. ng thi, chng ti cng nhn ra c mt s "chuyn nh" trong con mt doanh nghip bn l nhng "ha ra thnh to" vi khch hng mua sm, chng hn nh vn nh v sinh, phng thay v gng soi... khch hng s nh gi ngi bn ch v nhng iu tng nh "vn vt" y. Bn thy y! R rng thng tin chng ti thu thp c qua vic phng vn s a dng hn cc bn cu hi nh sn, bi nhng cu hi y ch cho bit c thi quen ca khch hng nh h i mua sm bao lu mt ln, h thch n gian hng no...m khng tit l c cm xc tht s ca h. Bi vy, khch hng chng ti nhn t vn "nhm trng" c mong mun ca ngi tiu dng v c nhng bin php ph hp nhm chiu lng h. Lng nghe v thu hiu l vy! Nh vy, hot ng ca mt VOC s ng gp v h tr ng k cho mi cng ty trong vic nng cao mi quan h khch hng v trin khai cc chin dch khc. Mang li "quyn c ni" cho khch hng v ngi tiu dng, iu th hin cc cng ty quan tm n khch hng ca mnh nh th no. Quan trng nht l bn phi t thn xc nh c nhng g l quan trng nht trong qun tr quan h khch hng qua i thoi, phng vn, hn l vic t vo tay h nhng bn cu hi nh sn nhm yu cu phn hi. Nu bn mun xm nhp thnh cng vo thc t cuc sng ca khch hng, chinh phc h th bn nn nh nhng kha cnh trong cuc sng s khng d th hin qua nhng phng thc tip cn v iu tra thng thng. (Dch t Leader-values)

Phn 4
Dy nhn vin bn l Khng bit lm g th i bn hng, suy ngh ny v ang ph bin lm cho ngi i tm vic kh c nhn m chnh cc ch ca hng cng kh tuyn c nhn vin. Nng khiu bn hng B Ngc M, ch ca hng thi trang Q.5 k: "Trong 3 thng, ti thay i n 5 ngi bn hng vi nhiu l do: h khng c kh nng cho mi gii thiu hng vi khch, khng thc v cng vic ang lm, khng quan tm n hng ho ca ch... k c h t ngh vic v cho l ti qu kh tnh."
109

Thu Trang va m ca hng bn qun o tr em Q.1 c 4 thng cho bit: "Lc u ti ch ngh ngi no chu kh lm vic l t yu cu. Dn d ti pht hin ra tuyn nhn vin cn c ngai hnh d coi, nc da trng sng cng tt, trang phc sch s gn gng, ging ni d nghe... v khch mua sm rt ch n m quan chung quanh. Ti buc phi cho mt c ngh vic ch v ging ni x Qung qu nng, khch c phi hi i hi li nhiu ln." B Phng Tho, ch h thng ca hng Q Home ni: "Nng khiu ca ngi bn hng l s hot bt nhanh nhn, bit lng nghe v ni ra ngi khc hiu mun din t v quan trng nht l thc c cng vic mnh ang lm". o to cn bn Q Home, thi gian th vic 3 thng cng l thi gian cc nhn vin hc ngh bn hng vi giao trnh hn 50 trang, m t cng vic, cc bc cn thc hin v tiu chun nh gi hon thnh cng vic khng da trn "c bn c hng hay khng", m da trn mc nm bt c k thut bn hng kh r rng. B Phng Tho ch r: "Ch 60% khch bc vo l mua hng, vi khch khng mua th ngi bn hng t tiu chun l to cho khch s vui v khi bc ra, hiu v bit v sn phm c trong ca hng..." Theo kin ca nhiu ch ca hng, 5 tiu chun m h cn c ngi bn hng: hiu mnh ang bn sn phm g; ngn ng giao tip tt; bnh tnh v bit cch ng x khi gp khch kh tnh; nm c tnh nng, c im sn phm v thng xuyn t cp nht (hoc hi chnh ch ca hng) v nhng sn phm mi; chu kh chm sc hng ho v c kh nng trng by hng. Khi nhn mt nhn vin vo lm vic, tng bc cc ch ca hng s dy cng vic theo cc cp khc nhau tu thuc vo kh nng nm bt v s chu kh ca ngi lm vic. cch dy ph bin l giao mt ngi mi vo cho mt ngi c km cp, ch bo. B Thanh Tng, ch ca hng kinh doanh ng h ti Q.11 cho bit thm: bit ngoi ng, ngoi hnh p l nhng li th m cc ch ca hng sn sng tr lng cao hn ng nghip khc t 20- 30%. o to theo tng ngnh hng B Hu, ch sp giy dp ch An ng cho bit: "Ngh m chn khch x tng i giy i hi ngi bn phi kin nhn, chu kh v cng nm bt c s thch khch hng nhanh chng no th mt cng th nhiu ln chng ." Ngi bn hng kinh nghim thuc nm lng cc c s, chng lai, cht liu giy dp theo nhm... nhn vo trang phc, cch giao tip c th on bit khch mua cn hng thi trang hay ch cn bn tt, c chng c c s chn, s thch cao... Trong nhiu trng hp chn h khng theo ng c s c sn th tu thuc cht liu thuyt phc khch nn chn c m cht chn hn hay hi rng hn mt cht. Trong gio trnh dnh cho nhn vin ca hng vng bc qu ca PNJ hng dn tng bc by hng vo bui sng, dn hng vo cui ngy, tng bc a hng gii thiu vi
110

khch... k c nhng kinh nghim ng x khi khch i i tr, quy nh chung ca ngnh v quy nh ring ca cng ty... Mn Nhi, ch sp thi trang mi 25 tui An ng Plaza cho rng: "Mi ngh c yu cu khc nhau, mun i bn hng, iu quan trng nht l phi xc nh l ngh ch ng ngh khng bit lm g th i bn hng s khng kch thch s ham mun hc hi, tm kim c hi thng tin". (Theo sgtt) c c n ci ca khch hng Tc gi:Nguyn Tuyt Mai Thi gian gn y, ti cc siu th trong chui dy chuyn bn l ca tp on Seiyu, Nht Bn, khch hng thc s tr thnh thng khi khu vc bn hng thc phm lun c nhn vin t vn thc n cho cc b ni tr, thm ch t vn c cch nu nng nhng mn c sn, hay ti ca hng qun o may sn c ngay dch v sa cha cho va vn ngay ti quy. ch l mt trong s rt nhiu dch v tin ch phc v khch hng vi mong mun duy nht l mua ly n ci tha mn ca thng . Ngy nay, cng vi mc tiu pht trin n nh, vic thc y doanh thu, nng cao li nhun lun l i hi cp thit i vi cc cng ty. iu t ra cho cng ty khng ch bi ton quy m kinh doanh m cn l cc chin lc chm sc khch hng hiu qu, cc k thut kinh doanh hin i vi ci ch cui cng l lm va lng khch hng. V cng chnh l b quyt thnh cng ca cc doanh nghip. H thng khch sn Sofitel t tiu chun 4- 5 sao c ting tm trn th gii t nhiu nm nay. Th nhng khng phi ai cng bit mt iu rng, Sofitel thuc quyn s hu ca Tp on kinh doanh khch sn Accor SA (Php) v ch l mt trong s nhiu thng hiu c ting ca Accor SA, bn cnh cc chui khch sn khc nh Novotel, Ibis, Mercure, Formule1, Motel6... Accor SA hin l tp on kinh doanh khch sn ln nht chu u v ln th 3 trn th gii (sau Best Western v Intercontinental Hotels Group), vi tng doanh thu hng nm t trn 7 t euro (doanh thu nm 2004 t 9,19 t euro), hin s hu hoc qun l khong 440.800 phng (ca 3.289 khch sn) cng vi khong 157.000 nhn vin lm vic hn 140 quc gia v vng lnh th trn th gii. Theo nhiu chuyn gia trong ngnh, khc hn vi cc i th cng hng nh cc tp on ni ting th gii Intercontinental, Hilton, Marriott, Starwood..., ch tp trung khai thc cc khch sn t 3 sao hoc 4 sao tr ln, Accor SA li c chiu c l cn ht mi khch hng. Khch no t tin xin mi vo ngh ti h thng khch sn Formule 1, Etap, Red Roof Inns, Ibis (hng 1- 2 sao) vi gi ch khong 20 -30 euro/ngy m. Khch no c nhiu tin hn th c h thng khch sn Novotel (3 sao) cho mi v chm sc. Cn ng nhin cc thng nhn giu c, chnh khch c mu mt th s c chiu chung nh ng hong khi bc chn vo ngh h thng khch sn Sofitel, vi gi thu
111

phng bnh qun trn 2000 euro/ngy m. iu ny cho thy, Accor a dng ha cc lp khch hng ca mnh, hng u t mnh m vo h thng khch sn phc v c tt c cc loi khch, khch dng no, hng no cng chiu c, v theo ng kiu tin no... dch v ny. Jean-Marc Espalioux, gim c iu hnh Accor cho bit: Chnh nh vic phc v tt mi khch hng m chng ti c th chng tt hn khi gp nhng bin c ln. Trong nm ngoi, mc d ngnh kinh doanh khch sn gp nhiu kh khn, do dch vim ng h hp SARS, nn khng b, chin tranh Iraq, nhiu cuc bi cng n ra Php, nhng doanh thu ca chng ti vn lun mc n nh.

Trit l ch c cho cuc sng - mt cun sch hu ch gip bn hiu r hn v cung cch phc v khch hng. Chin lc ca Accor cho thy rng vic p ng gn nh mi yu cu ca khch hng cng nh vic lm sao phc v h mt cch tt nht chnh l cha kha dn n thnh cng ca tp on ny. Hn th na, trong mt mi trng cnh tranh gay gt nh hin nay, r rng thch thc nm vic mang li s hi lng cho khch hng. khng phi ch l vn lin quan n c im sn phm v gi c, m cht lng, dch v, s thun tin cng nh trch nhim ca tng c nhn trc khch hng tr thnh nhng yu t quan trng. ng qun rng, c c n ci ca khch hng, bn cn phi hiu c nhng nhu cu v mong mun ca h. iu ny ng vi bt k mt cng ty no d nh, trung bnh hay mt tp on a quc gia ln. Ti hng kinh doanh gia dng in t Lince Kofan, gim c iu hnh Mary Lince p dng mt iu lut bt bin vi nhn vin: Cc bn mun ngi khc i x vi mnh nh th no th hy i x vi ngi khc nh vy. Mary khc su iu ny nhc nh cc nhn vin ca mnh lm theo, v nh m t mt cng ty ch c 9 ngi, Lince Kofan pht trin thnh mt tp on vi hn 200.000 ngi. Khch hng ca Lince Kofan lun c chiu hng tng theo thi gian. Hu x t nhin hng l l do khin uy tn ca cng ty cng ngy cng tng cao. Mary Lince k li, tnh c trong mt ln lng sc cc salon bn xe hi, b nh mua 2 chic t ti mt ca hng n. , ngi bn hng c v nh khng g n nhu cu cng nh tm trng ca b. Bc bi v cm thy mnh khng c tn trng, b tht vng bc sang ca hng khc. Ti y, ngi bn hng li ht sc n cn, nht l khi ngi ny bit hm li l ngy sinh nht ca Mary. Anh ta lp tc xin php i ra ngoi mt lt. Mi lm pht sau, mt c th k ca ca hng mang n mt b hoa hng tng Mary vi li chc mng sinh nht. Lc , Mary cm thy b hoa hng cn gi tr hn hng triu la. Khng n g na, b quyt nh mua lun hai chic xe hi v t

112

v sau ca hng ny tr thnh mt i tc thn tn vi cng ty ca Mary. Khng nhng th, Mary cn gii thiu nhiu i tc mua t khc cho ca hng. Cu chuyn ca Mary cho ta thy rng, mt c ch d rt nh i vi khch hng cng c th mang li nhiu c hi trong kinh doanh. Khch hng s cm thy xc ng v thm qu mn cng ty bn. Nm bt c tm l ny, nhiu doanh nghip quyt nh m chin dch kinh doanh theo kiu mng li. Mt khch hng no khi mua sn phm, nu thy hi lng v cht lng sn phm cng nh cung cch phc v, s gii thiu cho bn b v ngi thn. C nh th, nu thc s quan tm n khch hng v p ng mt cch tt nht nhu cu ca h, nh sn xut s c nhiu kh nng thnh cng. Chng hn nh cng ty Taperuie chuyn sn xut cc loi hp nha dng ng thc phm ni ting ca M, bn sn phm ca mnh qua h thng cc b ni tr c hng thu lm nhn vin. Mi nhn vin nh vy thng xuyn mi cc bn gi n nh mnh v gii thiu vi h hp ng thc phm tuyt p, gi phi chng, rt tin dng v d ra, xp chng ln nhau nn khng chim mt nhiu ch. Tn mt mc s th sn phm, cc bn gi ca nhng nhn vin ny cui cng cng m hu bao. Taperuie nh trng tm l ngi tiu dng: ai cng vy, d xiu lng trc nhng li t t ca bn b mnh hn l nghe mt ngi xa l tip th sn phm. Taperuie thit lp c mt mng li tiu th rng ri kiu nh vy c trong v ngoi th trng M, 75% sn phm ca hng c tiu th bn ngoi th trng M v theo c tnh th c 2,7 giy li din ra mt phin bn hng kiu ny ti mt ni no trn th trng. S tho mn cao ca khch hng l nhng g m mt cng ty cn phn u t c. l cch tt nht thu ht v gi c khch hng. Bn cn nh rng s trung thnh ca khch hng ch c th c c vi mt s tho mn cao bi v n s to ra mt s a thch v mt tnh cm, mt iu cn ang thiu trong s tho mn thng thng vn ch to ra mt s trung thnh hn ch, ngha l c th c s thay i v sn phm v cng ty cung cp. Nhng khch hng c tho mn cao cng t quan tm hn n vn gi c. Mt sn phm nu c khch hng a chung s lun c ch v nh gi cao. T , nhiu bn b, ngi thn ca h s bit n cc mt hng ca bn trong cc bui ni chuyn thn mt. Sau y l mt s yu t cng ty bn c c n ci ca khch hng: Cht lng v dch v Cuc sng ang pht trin ngy mt tt hn, cht lng hn, v bi vy, khch hng khng cn chp nhn cc sn phm c cht lng thp hoc trung bnh. Gi y, mt sn phm tt cng cn phi c mt s tip cn v dch v c cht lng cao. Khch hng mun c bit nhng thng tin cn thit v c im ca sn phm v cch s dng cng nh cc ch hu mi i vi h.
113

Trong thi i m s khc bit cht lng sn phm ngy cng b thu hp, cc doanh nghip ang tm mi cch to ra s khc bit. Cht lng dch v tr thnh mt nhn t quan trng trong cnh tranh thng mi. Mt v d in hnh l hin tng cc cng ty ang ngy cng cung ng cc sn phm thch hp theo yu cu ca khch hng. Cc sn phm sn xut hng lot ang nhng ch cho cc sn phm c sn xut theo n hng c th. Khch hng gi y c th a ra yu cu v sn phm thng qua Internet, iu c thc hin trong ngnh cng nghip vi tnh v cng nghip ch to xe hi. Cng nh vy, trong lnh vc may mc, cc my qut in t v vic t hng bng cc phng tin in t cho php ngi ta cung ng cc sn phm theo yu cu ca khch hng. Ngi ta hy vng rng cc khch hng s c th nhanh chng c nhn ho bt c mt sn phm no h yu thch, t in thoi di ng n nhng dng c nh bp, qun jean v o jacket. Trch nhim x hi ca cng ty - yu t gy dng lng tin Hnh nh ca sn phm ngy cng gn lin vi hnh nh ca cng ty. Khch hng ngy cng c nh hng mnh m n trch nhim ca cc cng ty i vi x hi v mi trng. Cc tp on a quc gia khng th pht l iu ny, bi nu khng, n s c th gy ra nhng tc ng tiu cc i vi cc hot ng ca doanh nghip. iu ny xut pht t vic nhng yu cu ca khch hng cn c cc sn phm thng mi bnh ng v sn phm sinh thi. Mt doanh nghip a ra c nhng sn phm tin ch cho ngi tiu dng s c nh gi cao hn na nu bit gn lng tin ca khch hng vi trch nhim x hi ca mnh. Cc cam kt bo v mi trng, bo v h sinh thi s tng thm uy tn cho doanh nghip. S tin li cho ngi tiu dng Theo mt nghin cu mi y ca t chc lao ng th gii (ILO), s tham gia ca ph n trong lc lng lao ng ang ngy mt tng cao. iu ny c ngha rng, trong cc gia nh hin i, c v ln chng u l nhng ngi bn rn. Mt mt, iu ny s dn n s gia tng v sc mua bi mc thu nhp tng ln gp i. Mt khc, iu ny cn c ngha l ngi ph n s c t thi gian hn cho vic mua sm. V th, khch hng i hi s tin li tit kim thi gian. t hng qua in thoi hay Internet cn tr nn ph bin hn na, v hnh thc mua sm mt ln (one-stop shopping) cng bt u xut hin, theo , khch hng c th la chn tt c nhng sn phm mnh cn ti mt a ch mua sm. Nhng ca hng bn l ln, cc siu th hay cc trung tm thng mi ang thu li ln t xu hng ny thng qua vic tng gi gi m ca cng nh vic m rng danh mc sn phm v dch v,.. Gi c - yu t quan trng trong iu kin cnh tranh
114

Bn cnh nhng yu t cht lng, hnh nh trch nhim, s thun tin, cc cng ty hon ton khng nn xem nh yu t gi c. Mc d khch hng c th vui lng tr mt mc gi cao hn nu nhng yu cu ca h v cht lng, dch v, hnh nh, v s thun tin c p ng, nhng, bn khng c qun rng s cnh tranh trn thng trng lun lun din ra khc lit. V th, gi c s vn l nhn t quyt nh trong hot ng mua sm. C th ni, khch hng lun l yu t quan trng quyt nh thnh bi ca mt cng ty. Nim tin v s yu mn ca khch hng i vi cng ty l rt quan trng. Ch mt thi , mt hnh vi c x khng kho cng c th gy n tng khng tt i vi khch hng. V nh vy, v hnh chung, bn ang y khch hng ra xa khin h d dng mt i khng tr li. c c nim tin ca khch hng, cc cng ty cn ra c nhng chin lc phc v thng mt cch ph hp nht, trong thi tn trng khch hng vn c coi l yu t quan trng nht. Nhng cng ty c i ng nhn vin bn hng nim n, thi phc v n cn lch s, chu o thng to ra c ting thm thu ht khch hng. V nh vy, n ci ca khch hng cn phi c t ln hng u trong bt c chin lc kinh doanh no. (Tng hp t IT&D) D dng v thun tin - b quyt gi chn khch hng Tc gi:Thanh Bnh Nhng iu t ai nh gi gic hot ng hp l, chp nhn tt c cc loi th tn dng, c phng thc bi thng hp l, thi thn thin ca nhn vin, nhng cu cho hi lch thip trong in thoi li lun to c n tng tt trong tm tr bt c ai tng mt ln giao dch vi cng ty bn, bi khch hng ngy nay lun quan tm n yu t n gin, d dng v thun tin mi khi mua sm. Thc hin thnh cng nhng iu trn cng rt n gin v d dng, ng thi khng mt nhiu cng sc hay tin bc ca bn. Vy m vn c nhng cng ty khng thc thi c nhng iu tng chng v cng n gin nh trn v h thc s khin cho mi th tr nn kh khn i vi khch hng mua sm sn phm/dch v ca chnh mnh. Di y l mt vi v d cho thy cc cng ty ngy nay ang gy kh d cho khch hng ca h nh th no: Khch hng nhn c gi bu kin vi l th cho hng c li l kh thuyt phc cng mt bn qung co hp dn, nhng trong li khng h hng dn khch hng
115

phi lm th no nu mun t hng. Khch hng s c cm gic m h, thm ch bc mnh, v n gin l h qung c gi bu kin vo thng rc. Khi khch hng gi in thoi n cng ty tm mt s thng tin v sn phm hoc ni t hng, th nhn vin trc my u dy bn kia tr li: Xin cho, xin qu khch ch my, ri b mc cho khch hng ch i. Thi gian ko di n ni cui cng khch hng phi gc my v t nh rng s khng bao gi gi in ti cng ty ny mt ln no na. Mt nh hng xinh p vi cc mn n ngon nhng li khng ch n phng v sinh, k cho sn nh m t, khng x phng ra tay hay khn lau. Ton b khu vc ny bc mi hi hm n ni khch hng khng cn mun quay tr li bn n na. Cho d ni y c mt u bp siu hng v khung cnh m cng, nhng c l khch hng s ch gh thm mt ln duy nht. Mt trang web B2B gii thiu v sn phm/dch v vi tt c cc thng ip cho hng cng nhng ng dn (link), nhng li khng hng dn khch hng s phi t hng sn phm/dch v nh th no. Cui cng, khi khch hng tm thy phn t hng, th n li c trnh by di dng hoc kh hiu n ni h phi thot ra khi trang web.

Nhng tnh hung kiu ny c gi l Li ngot thot khi cc giao dch (transactional turnoffs), bi v chng s thc s tc khi tay bn hng ngn, hay thm ch hng triu USD doanh thu v li nhun. y l biu hin ca s l l v thiu tn trng khch hng ca ch doanh nghip, v chng khng nn xut hin trong bt c thi im no trong hot ng kinh doanh ca bn. Nu bn mun khch hng li vi mnh, th bn phi lm cho vic mua sm tr nn n gin, thun tin, thoi mi, d dng thm ch mt a tr cng c th thc hin c. Mun vy, bn phi bt u bng vic kim tra t m mi phn on ca qu trnh hot ng m bo rng bn khng nh mt cc giao dch mua sm ch v mt s hnh ng m bn khng ch ti. Bn nn tm kim nhng iu c th ng vin mi ngi mua sm sn phm/dch v t cng ty bn v nu pht hin thy c mt vi iu no khin khch hng quay i, th bn cm khc phc ngay. Bn hy t hi bn thn mt s cu quan trng sau y: Nhng cho hng ca mnh c trnh by mt cch r rng cha? Cc hng dn mua hng c d hiu khng? Cc qung co ca mnh c gii thch v nhn mnh nhng li ch m khch hng tm kim hay cha?
116

Mnh c i x vi khch hng ng nh nhng g h mong i c i x khng? Mnh c th hin mt thi lch s v mau l trong dch v cc khch hng? Liu khch hng c th tip cn vi mnh bng in thoi m khng phi ch i lu? Liu mnh c to ra cho khch hng mt cm gic thoi mi nh nh khi h gh thm ca hng v vn phng lm vic ca mnh khng? Liu mnh c cm n khch hng v h mua sm ti y khng? Mnh c dnh cho cc khch hng tt nht nhng s cm t c bit khng? Liu khch hng c th d dng tm kim thng tin v t hng trn trang web ca mnh khng? Tt c cc ng dn c lm vic tt khng? Trang t hng ca mnh c c t ch d thy khng? n t hng c d hiu khng?

Bn cn tm hiu xem nhn vin ca bn cho n nhng khch hng tim nng nh th no khi h gh thm vn phng, ca hng hay trang web, th kim tra xem khch hng ca bn phi ch i bao lu trc khi mt ai gip h... Vic cung cp thng tin v cng ty, v sn phm/dch v ca bn cng rt quan trng. Hy nh bn b hay ng nghip gh thm hoc gi in n cng ty ca bn v t hng mt vi sn phm/dch v no . Nu bn t mnh thc hin iu ny, th trn cng v mt ch kinh doanh, bn c th khng c s nh gi v nhn nhn chnh xc v nhng g bn cn tin hnh, cng nh v nhng mc tiu ca bn trong tng lai. Bn cng c th thu thp c rt nhiu tng v kinh nghim b ch t vic th mua sm ti cc ca hng ca i th cnh tranh. Nu bn khng mun b mi ngi nhn ra, bn c th ngh mt ai lm thay bn. Bn cng c th tr chuyn vi mt vi khch hng ca cc i th cnh tranh v hi h xem h thch nhng g v khng thch nhng g khi giao dch mua sm ti y. Sau , bn so snh nhng g h ni vi cm nhn ca bn khi th mua sm ti cc ca hng ca cc i th ny. y l dp bn th tm hiu v cc im yu ca i th cnh tranh. Nu thc s tn ti nhng im yu ny, th bn c th khai thc chng mt cch ti a v iu ny s gip bn chim lnh th phn ngy mt ln hn trn th trng. V d, bn c th pht hin ra rng i th cnh tranh chnh ca bn phc v khch hng qu chm, khng c gi gic lm vic thun tin, khng a ra c s bo m v vic hon tr tin y , khng chp nhn i hng, khng c phng thc bi thng thch hp, khng s dng mt s loi th tn dng hay khng c dch v giao hng tn ni.
117

Tt c nhng iu u lm cho khch hng bc mnh v s bt tin v kh khn. Ch cn nhn ra nhng khim khuyt l bn c cch lm cho vic mua sm cng ty mnh tr nn d dng hn ri. Ngy nay, cuc sng ang tr nn rt phc tp v cnh tranh. Mi ngi do vy lun tm kim s gin n v tin li trong cuc sng ca h. Mt khi bn khin khch hng c th giao dch mua sm vi bn mt cch d dng v n gin, bn s c c mt dng thc cc khch hng n nh thng xuyn n vi bn. (Dch t Customer service manager) to thin cm cho khch hng... Ngui ta ni: ngh tip th l ngh "bn nuc bt". Tip th nh th no hiu qu l chuyn kh; song c mt chuyn n gin hn: xut hin truc khch hng v gy uc n tung thin cm cng cn uc ch trng, khng th xem thung. Dng v bn ngoi bn c hng, cc nh sn xut thung xuyn tm cch thay i din mo sn phm (bao b, mu m) thu ht khch hng. i vi ngui trc tip i cho mi khch hng, din mo l cch n mc, thi giao tip Mt ngy lm vic ca mt nhn vin bn hng (ta hay dng l nhn vin tip th), khng phi bt u t lc anh ta gp mt khch hng m n bt u truc lc anh ta buc ra khi nh vo bui sng. V b ngoi ca mt nhn vin tip th (NVTT) l quan trng. L mt NVTT, bn khng nn trang im bn thn ch ca khch hng. Tht ra th sau khi bn ri khi ch ca h, c l khch hng cng khng hi u m bnh phm v cch n mc nhu th no, o g, qun g, nhung h s nh mt iu: h c cm tnh vi ci v b ngoi ca bn hay khng. ng qu chung din, ng qu lum thum Trch nhim ca NVTT l phi lm sao cho din mo ca mnh gy uc cm tnh v cm gic d chu ni ngui khch hng hay nhng ngui m mnh tip xc. Bn nn trnh bt k vic g khin cho ngui i din phi kh chu, cho d l chuyn vt vnh. Xut hin truc khch hng trong b trang phc d hi hay o qun li thi cng c th gy nhng iu phin toi nhu nhau. Sch s, gn gng l hay nht. Tht l khp khing khi a ra hnh nh sau y, nhng thc t l nh vy: trong b cnh com l, bn c th n cho hng thuc tr su cho nng dn khng? C mt cng ty cho khch hng ca mnh eo c vt khi i tip th, nhng tung s lm sng ln hnh nh ca cng ty nhung khng ng li lm cho mi ngui kh chu, xn mt. Chun b din mo Nhiu ngui khoe khoang t ho cho rng, mi sng h c th va co ru, nh rng ra mt cng lc trong mt thi gian k lc. Ch cn mui pht l sn sng n c quan.
118

Nh vy u hn l hay, mt khong thi gian thch hp cho php ta sa son chu o hn. y hon ton khng phi l lm dng m l kim tra cn thn hnh thc ca mnh, sao cho khng mt thiu st nh no c th dn n nhng n tung xu i vi khch hng. Vi pht ng truc gung ngm mnh v t mnh nh gi, s gip cho bn tr nn t tin hn. Lng t tin s i vi bn n gp khch hng cng chic smi, qun l thng np v i giy uc nh bng. Khng cn thit phi n vn t tin, nhung s gin d v hp thi s v cng quan trng i vi mt ngui l i din tip th ca mt cng ty. Ta u phi l triu ph c b com l sang trng, khuy vng ci tay o khi ra ng. Tp c x ho nh c th nh gi v cch c x ca mt NVTT khi gp khch hng ch cn n vn phng lm vic ca anh ta v xem anh ta i x vi mi ngui nh th no, t cp trn n ng s v c cp dui ca anh ta. Trong c quan cn c mi quan h tt vi tt c mi ngui. Nu bn khng c uc s knh trng, yu mn v s hp tc ca nhng ng nghip, th iu ny s bc l ra nhng khch hng m bn s gp. Hy c x lch s vi h nh c x vi tt c nhng ngui m bn s gp trong vn phng ca khch hng. Duy tr thi c x ny vi nhng ngui cng c quan s gip bn d dng chim uc cm tnh ca khch hng cng ng s ca h. L Duy (Doanhnhan.com) ng ni vi khch hng rng... Khch hng l thng , nhng i khi h li phi chu ng thi v li ni kh nghe t pha ngi bn hng. Di y l mt s pht ngn gy kh chu in hnh nht m bn nn trnh. 1. Ti ngc nhin l ng/b cha bit v sn phm ca chng ti Thay vo , nn ni: V ng/b ni cha r v sn phm ca chng ti, ti xin php c gii thiu i cht v sn phm v tr li nhng cu hi ca ng/b. 2. khng phi l cng vic ca ti Trong trng hp ny, nn ni: Ti bit ngi c th gip ng/b gii quyt vn ny. Ti s gii thiu ng/b vi ngi . 3. Xin li, n gi ng ca, nn ti khng th phc v ng/b Hnh vi ny cho thy, bn lm vic mt cch my mc nh chic ng h, ch khng phi lm vic theo cam kt tha mn nhu cu ca khch hng. 4. ng/b l ngi u tin than phin v dch v ca chng ti Trong tnh hung nh vy, bn cn ni: Rt cm n ng/b v vic ny, chng ti s ci thin cht lng dch v ca mnh. 5. Xin nhc li tn ca ng/b v ngh cho bit vn Cu ni ny cho thy, bn khng lng nghe, ng thi chc tc thm ngi vn c chuyn khng hi lng. 6. Qui qu tht, giao thng tht khng khip, ti au u qu...
119

Thay vo , bn cn vui v: Xin cho. Rt vui c phc v ng/b. 7. Vic ny i ngc li chnh sch ca chng ti" Khch hng khng mun giao dch vi nhng ngi quan liu, cng nhc, nn ngi bn hng cn nh nhn tm hng gii quyt linh hot trong chng mc c th. (u T) c khch hng yu mn chnh l bn thnh cng trong kinh doanh Khi c tp ch Fortune c bi vit v Lands End vi tiu Hy lm cho khch hng cm thy yu mn bn, ti nhn ra rng bi bo c mt pht hin ln v Lands End l: Lands End c yu mn bi s tin cy. V iu tht s c gi tr. Lands End thit lp cho mnh mt nn mng vng chc vi tin cy cao trong tm tr ca khch hng. Chng ti hun luyn nhn vin tr li in thoi khng ch quan tm v thng tin sn phm v hot ng hu cn, m cn phi tm hiu v sao khch hng mua sn phm ca cng ty. B phn tng i l mt trong nhng b phn bn rn nht trong cng vic kinh doanh v h c th phi nhn in thoi lc na m t mt khch hng khng may mua phi sn phm km cht lng nhng vn phi tr li bng mt ging ni ngt ngo m i. to dng lng tin vi khch hng, chng ti ra nhng chun mc cht lng c th nh: cc chuyn gia QA phi tin hnh kim tra dy chuyn sn xut nh k 30, 60, v 90 ngy/ln nhm m bo dy chuyn lun trong tnh trng n nh, sn phm c kim tra 1 ln (v c khi l 2 ln) trc khi bn ra. V khi bn t hng qua in thoi, bn lun c phc v 24/24 gi. Khch hng yu qu chng ti bi v chng ti tn trng h cng nh thi gian ca h. Chng ti th hin s knh trng bng hnh ng khch hng c th nghe v cm nhn c. Trc y ti c hc rt nhiu trng hp v vn ha, v mt s cng gn ging vi trng hp ca Lands End. Nhng hu ht u qun rng, s tn trng gp phn kt hp cc hot ng ca chng ta v chi phi cng vic kinh doanh. l nhng phng php c bit c chc nng tp hp mi ngi li cng suy ngh v hnh ng hng vo vic tha mn nhu cu ca khch hng. Chng ti ang tp trung vo thp nhu cu a ra nhng quyt nh c lp, nhng hnh ng c th theo nhng nguyn tc ra nhm t c nhng kt qu kh quan. D nhin, nhng tri nghim ca khch hng khng d dng gi gn trong thp nhu cu ca tng c nhn. Cc cng ty mun khch hng nhn bit c li ch ca h theo chiu hng tng dn nhng trn thc t, khch hng li ch nhn thy iu theo ng ct ngang ca hnh thp. H cm thy mnh khng c tn trng v chm dt mi quan h i vi cng ty. S hiu lm ny ch c th c gii quyt khi chng c tp hp li cng ty v khch hng cng chia s, cm thng vi nhau th h mi c th hp tc vui v. Lm sao yu qu h? Ti khng c nh a ra 10 chin thut xy dng lng trung thnh ca khch hng hay nhng cng thc bn ch vic p dng ln khch hng, v th l h yu bn. Di
120

y l mt bn lit k 10 cng vic cn thc hin khch hng bit c rng bn lun tn trng h. Khi lm theo 10 iu ny bn s dn dn t c n ch L (love). y l nhng tri nghim thc t mang tnh ton cu, bn s tm c cch tn trng v mt ngy no thng yu khch hng ca mnh. 1. Hy loi b nhng tr ngi. Nu bn hi khch hng h gp phi nhng tr ngi g th cu tr li s l nhng ngi s tip n, phc v h v thi gian thc hin cng vic, nhng iu qu phc tp v mu thun. Chng ta bt khch hng c gng hiu s t chc ca chng ta khi mun hp tc kinh doanh vi chng ta? Nu ni v mi quan h vi khch hng, liu chng c phi lun lin mch t n hng u tin cho n khi kt thc? Chng ta c th ch ra rng u l ch lm gin on? Sales th bn hng, b phn H tr th khng a ra nhng chi tit m khch hng cn, v vy nhng g chng ta em li cho khch hng l rt t. Khch hng h s gi n gp ai? Nhn vin bn hng? B phn H tr? Hay dch v khch hng? chnh l im gy ra s khng hi lng cho khch hng v hy nh n tam gic Bermuda m chng ta to ra. Hy n gin qu trnh phc v khch hng. Hy to cho h s thun li khi mua bn. 2. Lm gim cn gin ca khch hng. Trc khi ni chuyn vi khch hng hy tm hiu v h trc . Khng c g d lm mt lng khch hng hn l mt ngi khng c tnh kin nhn v chng hiu t g v nhim v l mt ngi c th gip bn gii quyt cc vn . Vng, ng vy. 3. Hy cho h nhng la chn. ng nn a h n mt gii php tuyt vi nht m bn a ra. Hy cho h nhng phng tin a ra quyn la ch nh c th gi email, yu cu hay bt c iu g n bn. Bn c th a cho h mt danh sch khch hng khng l vi nhng la chn ti u, nhng ti ngh khng phi l cch m bn dy bn v cch tn trng mt ngi. 4. Hy ng nht Website ca bn. Website thng c xy dng bi s hp tc sng to ca nhiu b phn. Cc thut ng ca tng b phn cng khc nhau, danh mc cc phn cng khc nhau. V th l nhng g khch hng c th truy cp khng ng nht v thng tin lin h cung cp cng sai lch. Ngay c giao din cng mi phn mt hnh nh khc nhau v c sng to theo mt cch khc. C mi ln bm vo mt ng dn, khch hng c ng h vo c trang web ca mt cng ty khc. V th, thng ip gi n cc bn l, iu cn nht khi khch hng truy cp website ca bn l hy mang li cho h nhng tri nghim thng hiu c mc ch. Bn cnh , bn s tip tc mang n cho h nhng tri nghim thng hiu c mc nh qua nhng g bn tng hp trong trang web ca bn. 5. Tng hp cc s in thoi. Ngay c trong thi i my mc in thoi rt tin tin, khch hng cng c khi nh ri vo m hn trn s in thoi ca cng ty bn khi cn ni chuyn vi mt ai . Tt c iu ny dn n vic bn cn mt s in thoi chung phc v khch hng. Hy tho lun vi mi ngi trong cng ty tng hp danh sch v cho khch hng bit iu . iu ny khng kh thc hin, n ch i hi phi phi
121

hp lm vic v ra quyt nh tp th, hy thc hin nhanh chng trc khi khch hng cm thy ngn n tn c! 6. Nhanh chng sa cha 10 iu lm khch hng phin lng nht. Chng ta c c s phn hi ca khch hng thng qua cc nghin cu tm hiu v hi thm khch hng rng Chng ti lm th no ci tin? Khch hng tr li v chng ta ch lm g c. Bn cn nghin cu vn ln nht ngay by gi. Hy lm iu g . Khch hng quan st hnh ng ca bn, nu bn cng c nhiu hnh ng h s cng quan tm v cng tn trng. Chng ta u ang ngh qu nhiu v tc ng ca khch hng. Hy tm ra 10 vn quan trng nht v bt u gii quyt chng i. 7. B phn tip xc khch hng cn bit lng nghe. H chnh l u ra. C khi ch l khong thi gian nghe in thoi, c khi l mc tiu bn hng hay bn hng cho. Cng c th l hn thi gian tip xc khch hng. Bi v chng ta lp trnh cho b phn tip xc khch hng xp t trc cuc gp, v v th cc cuc ni chuyn tr thnh mt chiu. Cho ti nay, l nhng g chng ta lm. Chng ta t ng ha b phn tip xc khch hng trn khp th gii. Hy h cm thy nh mt cuc tr chuyn bnh thng, gip h c k nng lng nghe, thu hiu khch hng v em li cho khch hng nhng li ch. Hy ni vi h v lng tn trng. cng chng phi l iu g b n. Nu bn c th gii quyt vn ca mt khch hng th ngi y s tr thnh mt khch hng rt tim nng. Hy tng s lng khch ny ln, v h c th gip bn trong vic u t, tm ngun v hy cam kt vi h. 8. Hy lm nhng g ha. C mt trng hp v qun tng hp nn gy phin h cho khch hng mi ngy. Mt khch hng gi tr mt sn phm h v c ha hn s gi mt l th phn hi, th nhng chng bao gi nhn c l th . Mt nhn vin c gi n sa nh nhng khng em ng dng c. Li ha c s dng nh mt dch v bo hnh cng thm nn c thc hin mt cch cu th v chm chp. Khch hng phi dng sc mnh khin cng ty phi thc hin mt iu rt c bn. H chn ngn v s rc ri, h than phin ri h ni cho tt c mi ngi bit vic . V cng rt l, h lm c iu . 9. Nu lm sai, hy lm li cho ng. Nu b mt qu trng vo mt v bt c l do g, hy nhn n. V ri hy lm li cho ng. Khng c iu g lm khch hng bc dc bng mt cng ty c ci g sai st v ri chng lm g sa cha m thm ch khng chu chp nhn rng h sai na ka. 10. Lm vic v s tin tng. Chng ta s khng c khch hng tin tng nu sau khi chng ta em li cho khch hng mt s hiu bit v sn phm v dch v, nhng cui cng h tr li, v vit vo mt bc th than phin hoc s dng dch v bo hnh. Lc ny hy hon li s nghi ng hay a quy nh ca cng ty ra tranh ci vi khch hng, hy lm nh chng ta tin tng h. Cng ch v ti, cng, nhng trong cc quy nh ca chng ta ngn cn khch hng n vi chng ta khi h gp vn vi sn phm. Chng ta t bin h: Chng ta lp trnh b phn tip xc khch hng phi hoi nghi khch hng bng s thng minh trong lut nh ca chng ta m bo rng chng ta
122

c bo v khi s nh gi ca mt s t no . Hy b tnh nghi ng y i v hy t hi b phn tip xc khch hng cn phi c thi v hnh ng nh th no mi tng tc tt c vi khch hng. Khch hng s phn ng nu cc b phn khng bit hp tc. Mt chui s kin xy ra v khch hng bt u bn khon: Cng cng ty h c ni chuyn vi nhau khng nh? Khng bit h ngh g v V sao mnh li phi lm ba ci chuyn ny? Khch hng t i trn i chn ca h v quyt nh i hay ph thuc vo vic h c i x nh th no v gi tr nhn thc m h c c. V th l cng c nhiu ngi ri b bn bi v kh nng em li sn phm v dch v ca chng ta n h qu km ci. V vy, hy khch hng yu mn bn, t h s cm thy c tn trng mt cch chn thnh v cm thy vui v khi l khch hng ca bn. Jeanne Bliss (LANTABRAND su tm v lc dch t marketingprofs.com)

Phn 5
Hiu khch bn c hng Mt trong nhng vn cn thit i vi cc nh kinh doanh l lm th no lp c mt h s v khch hng ca mnh. T c th hiu k, nm chc khch hng. C nh vy, bt c khi no cn, nh kinh doanh cng c th p ng ng nhng nhu cu ca h. Ngi bn hng cng hiu r v khch hng th cng d bn sn phm. Cc nhn vin bn hng cn phi c cc nh qun l ca tng doanh nghip hun luyn v cch thu thp, sp xp v s dng cc thng tin v khch hng. Cc nhn vin bn hng ca mt cng ty cn phi hiu r khch hng hn cc nhn vin bn hng khc thuc cc cng ty cnh tranh. Thu thp thng tin, nhu cu, s thch Mt trong nhng vn m cc nhn vin bn hng cn lu khi bn hng l phi lu li h s v khch hng. Ngi qun l bn hng nn gip cc nhn vin ca mnh c c cc h s . Vic thu thp thng tin v khch hng nh nhu cu, ngn sch, s thch... ca khch hng s gip cc nhn vin bn hng xy dng c mi quan h tt vi h. Cc thng tin v khch hng c th c chia thnh thng tin ca cng ty khch hng v thng tin c nhn khch hng. Cng ty thanh ton vic mua hng nhng vic quyt nh mua hng li l ca c nhn. V th nn c hai thng tin trn u quan trng. Mt h s v khch hng bao gm cc thng tin nh ngi a ra quyt nh mua hng l ai, qu trnh a ra quyt nh, ngn sch mua, khung thi gian, mi quan h mua hng vi nhng phng ban khc. H s ny cng c cc thng tin v nhu cu, c hi, cc vn
123

 kh khn, cc i th cnh tranh, mi quan h vi cng ty ca mnh, uy tn, vic s dng cc sn phm ca cng ty mnh trc y. Thng tin ny bao gm c s tin c th b ra mua hng, s bn cp cng ty hay cp phng ban. Loi sn phm hay dch v s dng l g. Lch s bn hng, cc khch hng v i th cnh tranh ca khch hng, a im ca khch hng, thi ca khch hng vi cng ty ca mnh. Ngoi ra cn c cc thng tin v khung thi gian, kh nng v k thut, nhn vin h thng, quyn s hu, nhu cu v cc vn kh khn, c hi v cc tr ngi. Ti y c th cn ghi nhn nhng ngi phc v cho khch hng, v d nh cc th k hay li xe. V phn thng tin c nhn, c th c thng tin c nhn v nhng ngi c quyn a ra quyt nh mua hng bao gm trnh hc vn, chc v trc y, s thch, gia nh, cc ngy quan trng nh ngy sinh nht, cch a ra quyt nh, cc mi quan h vi nhn vin, s in thoi, s fax v email. C th hn c th bao gm tn, tui, bit danh, a ch vn phng, a ch nh, lch lm vic. Thi gian tt nht gi v lm vic vi ngi ny, quan h vi cng ty ca h ra sao. Chc v v trch nhim ca h l g, cc c quyn. a im ca cng ty m ngi ny lm vic, thi gian c mt ti cng ty. Thng tin cng bao gm nhng i th cnh tranh ch yu ang mun ginh khch hng ny, mc thu nhp ca ngi ny, bn thn v cc s thch c bit, ni v ni lm vic trc y, cc hip hi m ngi ny tham gia, hc vn, trng tt nghip, loi tt nghip, bng khen hay k lut, hot ng ngoi kha, cch a ra quyt nh ca ngi ny, cc sn phm cng loi vi sn phm cng ty mnh mun bn m ngi ny s dng v cch s dng, kin thc ca ngi ny v sn phm ca chng ta. Ngi ny c th mi i dng ba n tra, ti hay n sng, nhng mn n a thch ca anh ta l g. Mc ch ngh nghip ca anh ta, cc i th cnh tranh ca anh ta. Nhng nhu cu ca c nhn v trong ngh nghip ca anh ta. Nm ti tng chi tit c th nht Mt phn khc cng nn c trong h s v c nhn ny chnh l gia nh, a ch ni , in thoi, thi gian thch hp gi in thoi, ngy sinh, ni sinh, tnh trng hn nhn, k nim ngy ci, tn ca v anh ta, sinh nht v anh ta, s thch v hot ng ca ngi bn i, tn, ngy sinh, hc vn v s thch ca con ci. Trong phn ny cng nn lit k c s thch v cch sng, cc cu lc b m anh ta tham gia, cc hot ng cng ng, cc hot ng gii tr trong thi gian rnh, ngh mt u, chi mn th thao g, cc mc tiu c nhn v nhng iu khng tin ni ra. Khi mt nhn vin mi hay mt nhn vin khc c giao nhim v lm vic vi khch hng th h s thng tin ny s gip nhn vin rt nhiu. Cc h s khch hng ny thng c chnh cc nhn vin bn hng lp ra hay thu thp t cc chuyn gia thng tin trong phn thng tin v cng ty hoc l thu thp t cc bn b vi cc thng tin lin quan n c nhn. Cch khch hng s dng v chn lc thng tin a ra quyt nh mua hng cho thy tm quan trng trong vic hun luyn cc nhn vin bn hng t mi cng ty chuyn bn hng. Bi cc khch hng hon ton khc nhau.
124

Mt s khch hng i hi phi c rt nhiu d liu v s liu a ra cc quyt nh c th v hp l. H b ra rt nhiu thi gian phn tch d liu v xem xt cc chi tit nhng li gp kh khn trong vic a ra mt quyt nh cui cng. Trong khi cc khch hng khc thch cc khi nim hn l d liu v h a ra quyt nh nhanh chng. Mt nhm khc li yu cu phi c nhng li ha bo m chng li s tc ng tiu cc ca quyt nh mua hng ln nhng ngi khc trong cng ty ca h. Phn loi khch hng thu thp thng tin Bn phi c cch i ph thch hp vi tng loi khch hng. Chng hn vi loi khch hng trc khi quyt nh thch c nhiu d liu, suy ngh thc t, da vo s tht v xem xt sn phm mt cch chi tit th vi loi khch hng ny hy cung cp cho h cc c s lp lun. Vi khch hng trc khi quyt nh thng xem xt cm gic, suy ngh ca ngi khc th bn hy nhn mnh cc li ch do sn phm em li. Vi cc khch hng trc khi quyt nh thch tm hiu v sn phm, h mun c cc khi nim v sn phm. y l loi khch hng c kh nng v trc gic. Vi h, bn hy cho thy tnh thc t ca sn phm v tr li cc cu hi ca h mt cch ngn gn v trc tip. Vi loi khch hng trc khi quyt nh thng bn tm n cm gic v suy ngh ca ngi khc, thch ng no nhng cng c th c nhng hnh ng bc ng th nn a ra cc giy chng nhn ca cc chuyn gia v sn phm. Nhng ngi bn hng gii lun thu thp c thng tin v khch hng trong mi ln tip xc. Nn c mt thi quen l sau mi ln tip xc, cc nhn vin bn hng nn vit ra t nht l hai thng tin mi m h mi tm c v doanh nghip v ngi a ra quyt nh. Ngoi ra, h c th tm thy cc thng tin mi v quan trng v khch hng t cc website, cc catalogue, cc hi ch thng mi v cc bn bo co thng nin. Cc nh qun l c th s dng bin php thng v pht to ng c ca cc nhn vin bn hng lp h s v nhng khch hng. Vic lp h s nh th s gip cho cng ty ca bn c mt li th cnh tranh quan trng. Nhng s c kh khn v nhiu nhn vin bn hng khng chu lu h s v khch hng v vic d dng c cc thng tin trn s lm cho chng tr nn t c gi tr hn trong mt cp trn ca h. i vi mt s nhn vin khc li khng mun lu v h mun chng t c mt tr nh tt v thng tin khch hng. Thng thng, ngi qun l nn xem chnh xc ca h s v khch hng nh l mt phn trong bng nh gi thnh tch ca nhn vin v xem nh l mt yu t khen thng. (Doanhnhan.com) Khch hng mong mun g sn phm ca bn? Tc gi:Bizpro Group Cc chuyn gia phn tch th trng thng c xu hng nh mt i rng m cy ca mnh, do tp trung qu nhiu vo vic sng to cc sn phm phc v nhng b
125

phn nhn khu nh hp thay v tho mn nhu cu ca h. Khch hng mun mua hoc thu mt sn phm/dch v no p ng c NHU CU ca mnh, hay, ni theo cch ca Theodore Levitt gio s ni ting chuyn ging dy b mn phn tch th trng thuc i Hc Havard, Ngi ta khng mun mua mt mi khoan inch, m h mun mt ci l inch! Vi nhng li nhn xt ca Gio s Levitt nh mt tuyn ngn chung, mt bi bo gn y trn Harvard Business Review vi tn gi Tht bi th trng: Nguyn nhn v gii php, cho rng nhim v ca cc chuyn gia th trng l hiu r cng vic m khch hng mun thc hin; t thit k nhng sn phm v hng ha p ng nhu cu ca h. Trong trch on ny, cc tc gi coi trng vic thit k nhng sn phm c ch hn l lp y mt mng sn phm. Tr mt vi ngoi l, mi cng vic m ngi ta mun hoc cn lm u c mt kha cnh x hi, chc nng v cm xc. Nu cc chuyn gia th trng hiu c tng kha cnh, h c th thit k mt sn phm hon ton phc v cng vic . Ni cch khc, cng vic, ch khng phi khch hng, l yu t phn tch c bn ca mt chuyn gia th trng mun pht trin nhng sn phm m khch hng s mua. hiu ti sao, hy xem xt trng hp mt nh hng n nhanh ang n lc ci thin doanh s bn sa trng ca mnh. (Trong v d ny, chng ti khng cp c th n tn cng ty hay sn phm.) Trc tin, cc chuyn gia th trng u xc nh cc khu vc th trng da trn sn phm- sa trng- sau phn mng chi tit hn thng qua vic nh hnh cc c im nhn khu hc v tnh cch ca nhng khch hng thng xuyn mua sn phm ny. Tip theo, h s mi nhng khch hng ph hp vi nhng c im s lc ny a ra nhn nh xem sa trng c hn, nhiu s c la hn, r hn, hay c qunh hn s khin h hi lng hn. Nhng ngi c mi n th sn phm c nhng kin phn hi rt r rng, song nhng ci tin trong sn phm cng khng my tc dng n doanh s bn hng. Sau , mt nh nghin cu dnh c mt ngy trong nh hng n tm hiu nhng vic m khch hng ang c gng lm khi h mua mt cc sa trng. ng ghi chp t m khi no ngi ta mua mt cc sa trng, v nhng sn phm khc m khch hng mua l g, khch hng i mt mnh hay theo nhm, h dng cc sa trng ngay trong nh hng hay khi li xe, vn vn. V ng rt ngc nhin khi thy rng 40% sa trng c mua vo bui sng. Hu ht nhng khch hng xut hin bui sng sm ny u i mt mnh; h khng mua g khc; v h ung sa trng trong xe ca mnh. Sau , ng phng vn nhng khch hng va ri khi nh hng, bt tay h, v c tm hiu l do h mua sa trng. H mua chng bi cng mt l do tng t: H phi chu ng vic i li thng xuyn ko di v nhm chn, bi vy h cn th g c th khin vic li xe th v hn. H cha thc s i v h bit rng phi n 10 gi sng h
126

mi c th n; v h cn th g lm du cn i cho n bui tra. V h b p buc: H ang rt vi, h ang mc ng phc i lm, v h ch c mt tay ang rnh. Chuyn gia nghin cu li hi thm: Anh c th k cho ti nghe mt lc no , anh cng trong hon cnh tng t nhng khng mua sa trng khng? V anh mua th g khc? V ng c bit, thnh thong h mua bnh m trn. Nhng bnh m trn qu kh. Bnh b vi pho mt kem hay mt lm dnh tay v do lm t tay li. Thnh thong, h li mua mt qu chui, nhng n khng gii quyt vn li xe nhm chn. Bnh rn khng th gip ngi ta vt qua cn i lc10 gi sng. Sa trng xem ra c tc dng hn c. Ngi ta mt c thy 20 pht ht ht dung dch sa trng bng ng ht, gii quyt vn li xe nhm chn. H c th dng mt tay v n ung mt cch sch s. n lc 10 gi sng, h s thy t i hn so vi khi dng nhng loi khc. Tuy khng phi l mt thc phm giu dinh dng, nhng khng phi l vn ln bi dinh dng khng phi l iu m ngi tiu dng mong mun sa trng. Cng vic, ch khng phi khch hng, l n v phn tch c bn Chuyn gia nghin cu cng quan st thy rng vo cc thi im khc trong ngy, cc bc cha m thng mua sa trng cho con mnh b sung cho ba n thm hon thin. Vy cc bc cha m ny ang mun lm g? H qu mt mi v phi lin tc ni khng vi con ci. H s dng sa trng nh mt cch v thng v pht xoa du bn tr v t ra l nhng bc cha m yu thng con ci. Tuy nhin, nh nghin cu thy rng trong trng hp ny, sa trng t ra khng my hiu qu. ng thy cha m bn tr phi ch i chng u tranh ht ht lp sa trng dy bng chic ng ht mng khi h n xong t lu. Khch hng s dng sa trng v hai mc ch rt khc nhau. Nhng khi nhng chuyn gia th trng hi ring cc khch hng s dng sa trng v mt trong hai mc ch hoc c hai v thuc tnh no ca sn phm cn c tng cng- th khi nhn c cu tr li t pha cc khch hng khc trong cc khu vc nhn khu mc tiu- kt qu dn n mt sn phm khng th tho mn bt k i tng no. Tuy nhin, khi h hiu r iu m khch hng mun lm, th vic xc nh c tnh no ca sa trng nn c ci thin v c tnh no khng ph hp li tr nn d dng hn nhiu. Lm th no khc phc vic i li nhm chn? Hy lm cho sa trng c hn, nh th s mt nhiu thi gian tiu th hn. V cho thm nhng ming hoa qu nh s lm tng tnh bt ng ca sn phm v lm gim tnh n iu ca chui cng vic hng ngy. Khng km phn quan trng l h thng nh hng cn phi phn phi sn phm hiu qu hn bng cch a chic my pha ch ra trc quy tnh tin v bn cho khch hng th thanh ton tr trc h c th mua ngay, bt np, v i ra m khng b kt
127

trong ln xe ng c. Tt nhin, xc nh cng dng ca sa trng cho bui tra v bui ti s cho ra mt sn phm thc s khc bit. Nh vic hiu tnh cht cng vic v nng cao cc kha cnh x hi, chc nng v tm l nng cao cng dng ca sn phm, sa trng ca cng ty s li dnh li th phn t nhng sn phm cnh tranh khc- khng ch nhng loi sa trng ang cnh tranh, m c chui, s nhm chn v bnh m trn. iu ny cng lm phong ph thm chng loi, v a chng ta n mt lun im quan trng: Cc th trng xc nh da trn chc nng sn phm rng ln hn nhiu so vi cc th trng xc nh da trn danh mc sn phm. Cc chuyn gia th trng b mc kt trong chic by tm l ng nht kch c th trng vi danh mc sn phm khng nhn thy ht nhng i th cnh tranh ca mnh khi h ng trn quan im ca khch hng. Cn ch rng bit cch ci tin sn phm khng bt ngun t vic hiu khch hng in hnh. N bt ngun t vic hiu r cng vic. Bn cn thm dn chng ? Pierre Omidyar khng thit k eBay vi mc ch bn u gi. ng sng lp eBay gip mi ngi qung b bn thn. Google c thit k vi mc ch tm kim thng tin, khng phi l mt cng c tm kim thuc nhn khu hc. Vn phn tch dn n thnh cng tuyt vi ca Procter & Gamble- Swiffer l cng vic lau nh, khng phi t vic nghin cu nhn khu hc hay tm l ca ngi qut dn. Ti sao li c nhiu chuyn gia th trng c gng hiu khch hng hn l cng vic n th? C mt l do c l hon ton mang tnh lch s: Trong mt vi th trng ni m cc cng c nghin cu th trng c a thnh cng thc v kim nghim, nh v sinh ph n hay chm sc tr em, cng vic lin h rt cht ch n khch hng bi nu bn hiu khch hng, bn cng s hiu cng vic. Tuy nhin, s trng hp ny rt him xy ra. Thng thng th s qu tp trung ca cc chuyn gia th trng i vi khch hng khin h hng n nhng nhu cu khng c thc. Nhng phn tch trn y u hng n mt kt lun chung: Cng dng ca sn phmch khng phi khch hng- l yu t quyt nh c tnh ca sn phm, v to ra hng i mi cho vic ci tin sn phm. Th hai l, vic xc nh kch thc th trng ca mt sn phm hon ton ph thuc vo nhu cu ca khch hng i vi sn phm, ch khng phi l danh mc sn phm thm th trng. V cui cng, vic tm ra mt phng thc hiu qu ci tin sn phm phi da trn nghin cu tm l v nhu cu v mc ch ca khch hng khi s dng sn phm. l nhng b quyt to ra nhng sn phm thc s khc bit v tho mn hu tt mi khch hng.

Dch t Entrepreneur.com
128

Khch hng - nhng nhn vin bn hng siu vit! Tc gi:Mai Hnh i ng bn hng hiu qu nht m bn c th c c chnh l nhng khch hng nhit thnh. L do rt n gin: d khng c tr tin tn dng bn, nhng mt khch hng tha mn vi sn phm/dch v m bn cung cp s t nguyn ng vai nh truyn gio. H chnh l nhng ngi s qung b rng ri v sn phm/dch v ca bn v bin bn b, gia nh, ng nghip ca h thnh khch hng ca bn. Di y l 3 cch thc bn thuyt phc mi ngi ca ngi cu chuyn kinh doanh ca bn. 1. Xy dng mt chng trnh gii thiu im khi u d dng nht l trc tip ngh khch hng gii thiu v sn phm/dch v ca bn. u tin, bn hy h bit rng bn ang xy dng mt chng trnh gii thiu khch hng mi bng cch gi i nhng bc th hay bu thip, trong nu r bn nh gi cao s quan tm ca h v rt mong mi ngi tip tc gip bn c thm nhiu khch hng mi. ng thi, bn cng cn khng nh rng bn lun n lc ci thin cht lng sn phm/dch v p ng ti a nhu cu ca h. Bn s c c nhng phn hi tt hn, nu bn a ra thm mt s khch l no , chng hn nh gim gi cho n t hng tip theo hay mt phn qu nh khi h gii thiu c thm mt khch hng mi. tip tc pht trin i ng nhn vin bn hng siu vit ny, bn hy gi cc chng trnh gii thiu n tng khch hng mi trong vng mt vi ngy sau khi h mua sm. Bn cng c th ngh gi cho khch hng nhng giy chng nhn v cht lng sn phm/dch v m bn cung cp. Hy gi nhng vn bn ny ti cc khch hng mc tiu v tim nng km theo b ti liu bn hng thch hp. 2. Qung b hnh nh bn thn Cho d sn phm/dch v ca bn l mt hng cao cp hng ti tng lp thng lu hay l sn phm i tr dnh cho ng o cng chng, bn u phi y mnh hot ng qung b cng ty bn c v th ni bt - mc d iu ny i hi bn khng t n lc v s bn b. Trn cng v mt nh cung cp dch v chuyn nghip, bn c th khng nh bn thn mnh nh mt ngi c uy tn vi gii truyn thng, cc phng vin bo ch trong ngnh. iu yu cu bn phi u t vo nhng bi pht biu trn cng v mt nh t vn, iu tra nghin cu,... Vic ny gip bn thu ht s ch trong cc cuc hi tho hay trin lm thng mi. Bn cng c th thu nhn vin PR gip bn qung b hnh nh bn thn. Hay, bn c th t mnh lm vic - chng hn nh thng qua vic nhn mnh trnh ca bn, ca nhng ngi thn trong gia nh, cc cng thc kinh doanh gia truyn,... Mc tiu ca bn l to nn mt cu chuyn tnh cm nhm thu ht s quan tm ca mi ngi.
129

Bn cng c th tr nn ni ting nh nhng v kin tng hay cng vic t thin. V d, Ben & Jerry c thnh lp vo nm 1978 vi vn vn 12.000 USD vn, nhng hng kem ny nhanh chng c cng chng bit n nh nhng khon tin quyn gp ln v cc hnh ng c o th hin trch nhim x hi nh cc chin dch bo v mi trng, xy dng nh cho ngi kh khn,.... Trc kia, ch c mt vi cng ty ni v trch nhim x hi, song ngy nay, hng nghn cng ty thc hin iu ny. Ni chung, iu quan trng y l bn phi thnh tht v ch khuch trng nhng g bn tht s tin tng. 3. La chn nhng i tc thng minh Bng vic kt giao v lin minh vi nhng cng ty c nhm khch hng mc tiu ging bn, bn s to dng c mt mng li khch hng truyn khu, nhng ngi lun sn sng gii thiu nhiu hn v cng ty bn. V d bn s hu mt ca hng kinh doanh xe t. Bn c th kt giao vi nhng ca hng sa cha, lau ra xe t ti a phng. H c th gi km t ri qung co v ca hng ca bn cng vi nhng ho n hng thng cho khch hng v ngc li, h s t t ri qung co ca h ti bn tip tn ca bn. Hng ngy hng gi trn th trng, bn s c chng kin rt nhiu mi lin minh nh vy. Bn v cc i tc kinh doanh cng c th bn bc to ra mt s phi hp c bit, kiu nh a ra phiu gim gi hay phiu qu tng - c in mt sau t ri lun c sn cc ca hng ca c hai bn. ng qun cc nh cung cp v nh phn phi ca bn. Hy ngh h gii thiu bn vi cc khch hng ca h. Bn nhc nh h rng vic gii thiu cho bn nhng khch hng mi hay nhng thu nhp mi s gip chnh h khi m kinh doanh ca bn ngy mt pht trin. vic ny tht s hiu qu, bn phi tr n cho h bng mt ci g hu ch. Cui cng, theo cc chuyn gia bn hng, nhng li gii thiu, li truyn khu ca khch hng hiu qu gp 10 ln so vi cc phng thc tip th khc. Nhng tin n truyn ming s mang li hiu qu tuyt vi. Li n hin hu mi ni v a bn n vi nhng thnh cng mi. (Dch t Microsoft Small Business) Ngh thut bn hng ca ngi Trung Quc: "Khng cho chng n thot" C no cng "vt" Chng nh mi ngi bn hng Trung Quc u qun trit li th khng cho chng n thot. H gi khch bng mi gi. Mt hm ti a my ngi bn n mt tim n Qung ng ti tng n trc (vi nhm bn khc). Ngi vo gh, ngi bi bn nhn ra ngay khch quen v hi: "Tha ng, ng c n mn nm xo hm trc? t du m v t cay phi khng ?". Ti git mnh. Lm sao hun luyn nhn vin mnh nh c nh th? Mi qun n Cn Minh (hay c Trung Quc?) u tng cho khch (khi vo bn) mt gi khn giy. R tin v lch s. Nhng ng s lm: mi gi u c
130

in a ch, s n qun khch cha ra cho ti x taxi. S ph ngh tip th, cn g na? Chng ti vo hiu thuc ng Nhn ng trn ng thm thng cnh Thch Lm v c c hng dn nhit tnh thuyt phc gh thm. Ai cng bit c c hoa hng ca nh thuc. Nhng vo xem, li hiu thm my chiu tip th na. H chun b "vt" khch vo li kh cng phu: in t gii thiu cc toa thuc bng ch Vit, c ngi trnh by bng ting Vit! Bn phng cnh, h ni ting M Lai! Cng c chiu nh mi v sn ng: a l la nung dy xch, s tay vo dy xch ri xoa thuc tr phng. Chng y cha nh ng" khch Vit c ci ci, h a ra 6 ng y s bt mch min ph. Xem ra ngh ca thy cng xong, ti nh thy bt mch, thy on sai, bo ti mua thuc b. Nhng chung quanh mi ngi ai cng t m xem mch v c l 10 ca cng trng vi ca nn h bn c kha kh thuc, rt t, c l gm lun ph tip th. Truyn thng tt nht, khai thc ti a tm l khch hng, h v c m c to. Chy tri cng... dnh Nhng "him tai" ln nht Trung Quc l nn ni thch. u cng ni thch, c siu th, department store (trung tm thng mi). Ti c 1.001 chuyn ci v bng v thut ni thch v hn ca ngi Trung Quc. Anh Bnh Khanh, ch c s du Trng Sn, mi ln n mt im du lch mi, l rao ln: "khai ao! nhc mi ngi cng i nh n ci ao cu u trm ca cc im bn hng. Anh k: Ti vo mt tim hng in my. Hi gi mt mn, h ni 1.000. Ti tr 100 v ni thm, ti Vit Nam qua, anh nn bn hu ngh. H gt: , Vit Nam Trung Hoa, ni lin ni, sng lin sng, bn cho anh vui! ng lc y, sau lng ti mt ngi khc tr gi cng mn hng ti mua, h bn 70! Tri i, l nh ni lin ni, sng lin sng, h bn cho h vui! Vo mt shop Thng Hi, ti (ngi vit) mua mt o khoc. Ni gi 600, ti tr 100. C bn hng xinh nh mng ni nh vo tai ti (d nhin l vo hai tai, v c ngi phin dch cng phi cng nghe): ti bn nhng ng cho my ngi ng gn bit gi ny, h gin ti. Anh phin dch tht hm hnh dch lun: c ni c y bn nhng ng cho my ngi bit, s h bit mnh ngu! V chng ti ci tng bng, khng bit mnh c ngu khng. C ngi khen: h lnh tnh, mnh tr bao nhiu cng c, khng chi. Khng t phong long! Nhng ti li ngh, h lnh tnh v mnh tr bao nhiu cng dnh. Mi ln tr gi, h khng bn, hnh nh ti mng hn v thy mnh cha b ngu v c khi h bn m ti phi chy mt dp. Nhng phi phc h mt iu, h on kt v h tr nhau ht mnh "khng cho khch hng thot". Ti i mua b c tng to. Ngi bn ch c b nh. Anh dn ti sang mt ca hng khc kh xa. Mua c 5 b, ti tr tin mt ln cho mt ngi, khng ngn ng ni mun mua c b ca ngi dt ng. Anh m b c khng bn c tr v, vui v. Khng phin h. Bn hy n Trung Quc hi thm, hu nh ai cng sn sng dn
131

khch hng n cho bn mnh bn c hng nu h khng c hng. "Lt sng xung nia", h vn kin nh "khng cho chng n thot". Xem ra c iu cn hc h, c iu nn trnh lm nh h, nhng ni chung, cc doanh nghip Vit Nam i cng on u bi phc ngh thut gi khch, thuyt khch ca h. Nguyn Tn (Doanhnhan.com) bn c dch v d dng hn K nng bn hng Khi mua bt k mt loi dch v no, khch hng u c cm gic rng h c th s gp phi mt rui ro no , n gin l v dch v l mt th sn phm v hnh. Khch hng tht s khng th bit trc mnh s nhn c nhng g tt p cho n khi h b tin ra th nghim dch v . Ni cch khc, i bn mt dch v chnh l bn mt li ha rng doanh nghip s em n cho khch hng mt iu g c li. Lm th no d dng bn c mt dch v? Khi phi ra quyt nh c nn s dng mt dch v, khch hng cn mt iu g hu hnh c an tm. iu h thng quan tm nht l gi c, bi v y l mt yu t hu hnh, c th gip khch hng so snh dch v ny vi dch v khc. Nhng nu doanh nghip no cng cnh tranh bng gi th cui cng chng c ai c li. Do , bn c mt dch vu, iu cn bn nht l xy dng lng tin ca khch hng vo li ha ca doanh nghip. lm iu ny, doanh nghip c th p dng cc k thut sau: 1. Sn phm ha" dch v iu ny c ngha l bin ci v hnh thnh ci hu hnh. y cng l cch d thc hin nht. C th l doanh nghip s son ra nhng ti liu gii thiu hng dn s dng dch v, trong c th a ra nhng b quyt gip khc hng s dng dch v mt cch hiu qu. Nhng ti liu ny c th c in thnh cc tp sch nh, a ln cc website, hay lu tr vo mt CD, v pht trc tip cho khch hng ti mt hi ch trong bui thuyt trnh hay

132

ngay ti ca hng. Thng qua nhng ti liu hng dn ny, khch hng s cm thy gn gi v hiu r dch v hn. 2. Bn km mt dch v vi mt dch v hay sn phm khc Nu gii thiu dch v cho khch hng theo kiu ging nh trnh by mt thc n vi nhiu mn di l th cc nh hng, doanh nghip s lm cho khch hng b "bi thc". H s cm thy bi ri v khng bit nn s dng dch v no. Trong khi , nu cho bn mt dch v km vi mt dch v hay sn phm khc c lin quan vi nhau to thnh mt "gi" v p ng nhng nhu cu c th ca khch hng, doanh nghip c th bn c nhiu dch v hn. V d, mt doanh nghip bn xe hi c th bn km theo dch v bo tr xe tr trc. Trong mi s kt hp ny, doanh nghip c th to thnh nhiu gi" sn phm dch v khc nhau p ng tng nhu cu c th ca cc khch hng ty theo mc ng gp ca khch hng (c th chia khch hng thnh nhiu loi nh "bch kim, "vng", "bc" theo mc ng gp ca h cho doanh nghip). 3. To ra nhng dch v mi bng cch kt hp vi cc i tc Khi khch hng bt u nhn ra rng dch v ca doanh nghip ny khng khc bit bao nhiu so vi dch v ca doanh nghip khc cng l lc h bt u quan tm hn n gi c. iu cng c ngha l doanh nghip s kh bn dch v hn. thot khi tnh trng ny, doanh nghip c th kt hp dch v ca mnh vi dch v ca cc i tc khc to ra mt dch v mi nhm hp dn khch hng hn. Chng hn, mt Cng ty t vn tip th c th hp tc vi mt Cng ty qung co v mt Cng ty thit k website cho bn gi dch v "B quyt thnh cng dnh cho cc doanh nghip mi thnh lp" bao gm cc dch v t vn v tip th, xy dng nhn hiu, xy dng website. Trc khi p dng chiu thc ny, doanh nghip cn lu lng nghe khch hng v tm hiu cc m hnh s dng dch v ca h.

133

4. To ra nhng dch v trn gi Khi nhng cch ni trn khng c nhiu tc dng, doanh nghip c th p dng hnh thc ny. Bt u l vic xc nh tn ca mt dch v nh mt qu trnh xuyn sut t u n cui. K n, cn i su vo phn tch tng giai on, nu r nhng u im ni bt m doanh nghip c th em n cho khch hng, sau tp hp tt c cc thng tin ny trong mt CD hay mt tp h s. Bng cch ny, doanh nghip s chng minh cho khch hng thy tnh chuyn nghip v s hiu bit rng ca mnh trong lnh vc dch v v c th gii quyt mi vng mc ca khch hng. im chung ca tt c cc k thut ni trn l chng s to ra cho doanh nghip mt c hi trnh by, th hin vi khch hng tt c nhng gi tr m doanh nghip c th em n cho h thng qua dch v ca mnh. Thng thng, doanh nghip thng cho rng khch hng hiu bit t nhiu v dch v m h gii thiu. Nhng iu quan trng nht l lm cho khch hng hiu c iu g doanh nghip c ht cng hin. (Theo DNSG Cui tun) Lm Website n gin tng c hi bn hng K nng bn hng Tnh n gin l mt trong nhng nhn t quan trng nht quyt nh s thnh cng ca mt trang Web trong vic thu ht khch hng v gip doanh nghip tng doanh s. Nick Usborne, mt nh phn tch cp cao ca trang web Marketing Experiments, ch bin ca t Marketing Experiments Journal a ra sau cch di y gip doanh nghip xy dng nhng trang web n gin nhng hiu qu, c kh nng chuyn nhng khch hng do trn cc ch o thnh khch hng tht s ca doanh nghip. 1. Mi trang ch nn cha ng mt ch

134

Mi trang web ch nn bm st mt ch hay ch ni v mt sn phm hoc dch v duy nht, nh khch hng s d tm thy cc ni dung m h cn tm hiu v d nh cc ni dung hn. Khi tm c trang web c ch m mnh mun xem, khch hng ch cn c t u n cui trang l c th nm bt y thng tin, khng cn phi nhy qua cc trang khc. 2. Gim ti a s ct trong mt trang Mt trang web c qu nhiu ct s gy ri cho khch hng, khin h phn tm, khng tp trung c vo ch chnh. Khi , khch hng s phi chn la gia cc ct thng tin v quyt nh nn c trang web no khc. Khi xy dng mt trang web nh vy, doanh nghip lm cho khch hng mt nhiu thi gian khng cn thit. 3. Tp trung vo mt thng ip n gin v duy nht Khi vit ni dung ca mt trang web, nn tp trung vo mt thng ip n gin v duy nht. Cc chuyn gia vit qung co ca doanh nghip thng b sa vo vic em ht tt c cc thng tin vo mt bi qung co bn hng trn trang web. Nhng thng tin ny nu khng c lin quan trc tip vi nhau v vi ch chnh ca trang web th cng s lm cho khch hng b phn tm. 4. Khng nn s dng qu nhiu hnh nh Mt hay hai tm nh c th lm tng hiu qu ca mt trang web qung co v tip th, nhng iu cng cn ty thuc loi sn phm hay dch v m doanh nghip mun cho bn. Nn nh rng vic a vo qu nhiu hnh nh cng lm cho khch hng khng tp trung vo thng ip chnh m doanh nghip mun chuyn ti n h thng qua trang web.

135

5. Khng nn a ra cho khch hng qu nhiu s la chn khi cho bn sn phm hay dch v Khch hng cng c nhiu la chn khi ng k s dng dch v hay mua sn phm ca doanh nghip th cng tr nn n o nn kh nng h tr thnh nhng khch hng tht s ca doanh nghip cng thp. Ta lm vi th nghim chn ra cch cho bn sn phm hay dch v c tc dng nht v bm st theo cch lm ? 6. Cc mu biu ng k s dng dch v hay mua sn phm phi n gin Mu biu cng di, cng phc tp th kh nng khch hng s dng dch v hay mua sn phm ca doanh nghip cng thp. Nu mun tm hiu thm thng tin v khch hng, nn gi th in t cho h sau khi nhn c n t hng hay phiu ng k s dng dch v ca h qua trang web. (Theo Doanh nhn Si Gn cui tun) K nng thuyt trnh cho bn hng Thc hin mt bui thuyt trnh cho bn hng (sales presentation) khng n gin: phi lm vic trc tip vi khch hng, tip xc vi nhiu ngi nm chc v khc nhau v phi thuyt phc c h. Ngoi hnh, li ni thi v mc nhit tnh ca bn l nhng yu t rt quan trng quyt nh n s thnh cng ca bui thuyt trnh. Tuy theo c im ca sn phm v dch v, cc bui thuyt trnh cho bn hng i hi nhng k nng khc nhau. Tuy nhin, nhn chung, vic thuyt trnh bn hng c thnh cng, nn lu mt s im sau. Nhit tnh Bn khng th thuyt phc c ngi khc nu trnh by vn mt cch min cng, thiu s nhit tnh, nh th ang phi "tr bi''. Hy t ht nim tin vo sn phm hoc dch v m bn ang cho bn v truyn nim tin n khch hng bng nhit tnh ca chnh mnh. Lu rng nhit tnh khng c ngha l phi ni nhanh hay ni ln, m iu quan trng l phi trnh by vn mt cch sinh ng v c tnh thuyt phc cao. n gin ng dng nhng t qu ku hay mang tnh thut ng chuyn mn su trong khi trnh by. Nu khch hng khng hiu iu bn ni, h s chng lu li n tng g nhng sn
136

phm hoc dch v m bn ang cho bn. Trng hp t hn, h c th chn nn, bc dc. Hy trnh by vn mt cch n gin, r rng, chnh xc v d hiu. Nn s dng nhng ngn ng m bn thng dng v t ra t nhin nh "bn ang l chnh mnh''. Thng xuyn kim tra phn ng ca ngi nghe Mt bui thuyt trnh nu c hiu qu v thnh cng, thng th phi c s tng tc qua li gia ngi ni v ngi nghe. Trong khi trnh by, bn nn thng xuyn hi li ngi nghe xem h hiu r cha v c vn g cn thc mc, trao i thm hay khng. Giao tip bng mt Mt bui thuyt trnh l mt cuc hi thoi vi nhiu ngi v tt c mi ngi cn phi c n nhn s quan tm nh nhau. Khng nn ch nhn vo mt ngi no m bn ngh rng l nhn vt quan trng. Cng khng nht thit phi bn tm n chuyn ai l nhn vt ch cht hoc ai l ngi c tm nh hng n vic ra quyt nh mua sn phm hoc dch v ca bn. t mnh vo v tr ca ngi nghe bi thuyt trnh thm phn th v v em n cho ngi nghe nhiu thng tin cn thit, ngoi ni dung, bn cn n thi lng ca bui thuyt trnh. Hy t mnh vo v tr ca ngi nghe xc nh mnh cn ni iu g. Nn nh rng, lc u khch hng khng quan tm n bn hay sn phm v dch v m bn ang cho bn. thu ht s quan tm ca h, bn cn phi lm cho h thy c li ch khi s dng sn phm hoc dch v ca bn. Chun b k Ni dung ca bi thuyt trnh cn c chun b k v bn cn phi thc hnh nhiu ln trc khi tip xc vi khch hng. iu ny gip bn rn luyn k nng trnh by v c thm s t tin. Bn cng nn ch n yu t thi gian. Nu trong bi thuyt trinh, bn c s dng cc th, bng biu th phi bo m tnh hp l v nht qun ca chng. Hy d tr trc nhng cu hi m khch hng c th t ra v chun b cu tr li. Ch n trang phc Ngy nay, trang phc cng s rt a dng ty theo tnh cht ca cng vic. iu ny cng t nhiu gy kh khn cho bn trong vic la chn trang phc khi lm bui thuyt trnh cho bn hng. Nguyn tc c bn l bn khng c n mc km trang trng hn khch hng. Trong trng hp khng hiu bit r v trang phc lm vic ca khch hng, tt nht bn nn chn trang phc truyn thng dnh cho doanh nhn. Kt thc lch s Khi thc hin xong bui thuyt trnh, d rng bui thuyt trnh thnh cng hay khng th cng phi cm n khch hng trc khi ra v v ha hn s tip tc lin lc li vi h. (Ngi lao ng )

137

Kim tra ch s IQ trong Bn hng v Marketing Ging nh hu ht cc ch s hu kinh doanh c c s ti nh khc, bn c nhng cu hi quan trng v chng trnh bn hng v marketing ca cng ty mnh. Lm th no bn c th to nn hnh nh chuyn nghip v c thm khch hng mi? Bn nn ng qung co u v vi mc thng xuyn nh th no? Lm th no bn c th s dng mi quan h cng chng v cc s kin c bit gy s ch ? Bn nn u t bao nhiu vo hot ng marketing qua th gi trc tip? Hy nhanh chng th tr li cc cu hi sau v th xem cng ngh bn hng v marketing ca bn n mc no, sau c li khuyn ca cc chuyn gia cho chng trnh marketing ca cng ty bn. Hy tr li ng hoc Sai. Cng cho bn 10 im vi mi cu tr li ng. 1. Vi mt doanh nghip mi, nn sn xut nhanh mt cun sch mng dng tm thi gii thiu v cng ty ca bn, ri sau ny s u t vo cun sch c cht lng cao sau ny khi doanh nghip ca bn tr nn thnh cng. A. ng B. Sai Tr li: B. Sai. Bn bao gi nghe cu ni: "Bn khng bao gi c c hi th hai to nn n tng u tin" cha? Hy cn thn to nn hnh nh ca cng ty ngay t y, hoc nu khng bn s c ri ro to nn n tng ban u d c -v bn s rt kh khn trong vic sa li nhng n tng ny. Bn cng c th mt c hi k cc hp ng khin cng ty ca bn c th thnh cng ngay trong nhng ngy u tin. 2. Khi lin quan n vn bn hng v marketing, ch doanh nghip nn bm vo nhng phng thc mnh lm tt nht, chng hn nh thnh lp mng li hoc marketing qua th trc tip. A. ng B. Sai Tr li: B. Sai. Vi hu ht cc doanh nghip, chu k bn hng c th kh di, i hi phi gp g tm n mi ln vi mt khch hng tim nng trc khi k kt c hp ng. thnh cng, bn phi hc c nhiu chiu thc bn hng v marketing c th gip bn thc y khch hng tim nng trong sut chu k bn hng. 3. Cc hot ng marketing ca mt cng ty lc y mnh lc gim i l chuyn bnh thng, ty thuc vo lng cng vic trong cng ty - hot ng marketing b gim bt khi cng ty ang bn rn, v c y mnh khi cng ty t vic.
138

A. ng B. Sai Tr li: B. Sai. Nhng doanh nhn ch lm cng tc tip th vo nhng lc nh n cng vic s phi tri qua s ln xung tng ng trong dng tin mt cng ty v chu nguy c cng vic kinh doanh ca h ri vo mt thung lng su n ni h khng th tip th kiu g li n ra c. 4. Thut ng marketing "tn sut" cp n s ln bn ng mt qung co. Chng hn nu bn ng qung co by ln tt c, bn c tn sut l by. A. ng B. Sai Tr li: B. Sai. Tn sut l s ln c gi ca mt xut bn phm no c th nhn thy qung co ca bn. Chng hn nh t l phn trm ny khc nhau kh nhiu gia tp ch thng mi v tiu dng vi bo -chng ta bit rng mt ngi t mua bo s khng xem tt c cc trang ca tt c cc s bo. iu ny gii thch l do v sao cc qung co li cn phi c ng nhiu ln trong cng mt xut bn phm. 5. Mt dng bo nht qun v u n tip cn vi mt ngun khch hng cui cng s lm cho doanh nghip ca bn c ti. A. ng B. Sai Tr li: B. Sai. Cc nh bo v cc gim c ph trch tin tc nhn thng tin ca bn vi mt cu hi m nh trong u: "Liu thng tin ny c c cc c gi ca mnh quan tm c bit khng?" Thay v mt dng thng tin bnh thng m d b c gi b qua, hy ch fax hoc gi th in t nhng g ng c quan tm c bit. Sau hy nh gi in thoi sau khi gi th hoc fax. 6. Cch tt nht bt u tip xc vi mt cng ty khch hng tim nng l bng in thoi. A. ng B. Sai Tr li: A. ng. Th t tip xc truyn thng trong cc cuc mua bn gia cng ty vi cng ty l: Gi in, gi th, gi in. Nhng ngi vit th trc, ri sau mi gi in, thng tht vng khi thy rng khch hng tim nng chng nh g v vic nhn c th ca h. 7. T l tr li in hnh vi phng thc vit th trc tip l t mt n ba phn trm.
139

A. ng B. Sai Tr li: A. ng. l l do v sao rt cn phi th nghim trc khi tin hnh nhng chng trnh ln. Trc tin hy gi nm nghn bc th trc v nh gi kt qu trc khi vit th cho ton b c s khch hng tim nng. 8. Khi bn khi s mt doanh nghip mi, n tng c truyn i theo cch "nghe" trn in thoi t quan trng hn so vi hnh nh bn th hin t con ngi trc tip. A. ng B. Sai Tr li: B. Sai. Vic c cc cng c v ti liu cht lng cao l ht sc quan trng t ngy u tin. Cng ty ca bn phi c sn cc cng c truyn thng to ra hnh nh chuyn nghip. Hy dng phi hp cc cng c nh voicemail v mt in thoi di ng hoc my nhn tin, v hy gi in tr li tht khn trng. 9. Vi tt c nhng thng tin sn c trn internet, cc doanh nghip nh khng cn phi t tin hnh cc nghin cu ca h na. A. ng B. Sai Tr li: B. Sai. S sn c thng tin trn mng lm gim s lng nghin cu m mt doanh nghip mi cn thc hin, nhng n khng th thay vic th nghim loi sn phm hoc dch v c sc m bn cung cp vi cc khch hng nm trong nhm i tng ch thc s ca bn c. Nhng cng c nh iu tra v tho lun nhm nh khng tn km lm v rt quan trng i vi s thnh cng trong di hn ca cng ty. 10. Cch tt nht c hiu qu t mt ngn qu khim tn dnh cho vic t chc cc s kin c bit l dng mt gian nh trong cng nhiu cc s kin cng ng cng tt. A. ng B. Sai Tr li: B. Sai. Bng vic dng mt gian hng nh trong hi ch chung vi hng trm gian hng khc, bn c nguy c b chm trong m ng. Thay v vic tham gia nhiu s kin nh, hy chn hoc to ra mt c hi cng ty bn ta sng. Khng nn ti tr ch mt vn ng vin chy trong nm cuc ua, hy ti tr mt cuc ua vi mt bng rn qung co tht d nhn vch ch. 11. Bn bit rng cuc gp mt trc tip tng khch hng tim nng ang din ra sun s khi khch hng tim nng ca bn ni phn ln trong cui gp.
140

A. ng B. Sai Tr li: A. ng. Hai thnh phn quan trng nht ca mt bui tip xc c hiu qu vi khch hng tim nng l t cu hi v nghe cu tr li. Nu bn ni nhiu trong bui gp, r rng l c hi bui hp din ra thnh cng s gim i. 12. Nn ng qung co nhng ni t b cnh tranh, nh ta s c ch nhiu hn. A. ng B. Sai Tr li: B. Sai. Nhng phng tin truyn thng nh bo ch to ra ci gi l "hnh lang tm kim" bng cch nhm cc qung co cnh tranh vi nhau vo cng mt mc hoc vo cng mt ngy. l ni m cc khch hng tim nng tm kin khi h quyt nh mua sn phm hay dch v no . Vic ng qung co mt ch khc cng ging nh vic m mt ca hng mi cch khu mua sm na dm - bn s c t ngi gh qua hn v bn c t hng hn. Bn c bao nhiu im? 120 = im tuyt i! Bn thc s l mt chuyn gia marketing. 90 n 110 = Hy n li nhng vn c bn i. 60 n 80 = Hy dnh thi gian hc thm v marketing. 50 hoc t hn = Bn c nhiu vic phi lm y. (Theo BwPortal) Lm th no bn c hng trong 60 giy? Tc gi:Trn Phng Minh Thng thng, trong hot ng bn hng, bn s c khong 1 pht khi gi s quan tm ca cc khch hng. Qu thi gian , khch hng s khng cn ch nhiu n sn phm dch v ca bn na. Vy lm th no bn thnh cng trong 60 giy u tin ny? T trc n nay, trong kinh doanh, s cn bng gia cng vic bn hng v ngh thut giao tip lun ng vai tr v cng quan trng. Khng t khch hng s t b cng ty bn ch bi nhng li l giao tip khng my thch hp. V bn kh c th gy s ch ca khch hng trong 60 giy u tiu nu khng c cch thc giao tip v tr chuyn hp l. Tuy khng h n gin lm c vic ny, song, bn ng qu lo lng. Trong mi kh khn vn lun tn ti mt s cch thc khc nhau vt qua v thnh cng . Giao tip vi khch hng l mt nhn t rt c gi tr i vi chng ta trong bn hng v marketing. Hy i mt vi n: Ngi tiu dng gi y c s hiu bit nhiu hn so vi
141

trc y. Tt c nhng g chng ta kinh doanh, nhng phng thc marketing chng ta thc hin cn ch trng hn n khch hng, chng ta cn hiu r hn v khch hng, thu ht c s ch ca h ngay trong pht ni chuyn u tin v cch tt nht thc hin c iu ny l a ra nhng cu hi thng minh. Bn nn hi cng nhiu cng tt trong khi gim thiu ni chuyn sung vi khch hng. Di y l nhng cu hi hiu qu nht m bn nn s dng v khi no nn s dng chng. Cu hi gi m vn (Open-ended prompting questions) Khi giao tip vi mt khch hng, bn phi c gng hiu c nhng g ang din ra trong th gii v tm tr ca h. Sau , khch hng s hiu c v chp nhn nhng kin ca bn. Cch tt nht lm vic ny l t ra nhng gii hn nghim ngt trong khong thi gian ni chuyn vi khch hng. Hy gi n di 60 giy. Bn ng bao gi ni chuyn qu 60 giy m khng a ra mt ngh no c hai bn cng ng tip tc bn tho. u tin, s ng ny s xut hin khi bn a ra nhng cu hi gi m vn . Nhn chung l nhng cu hi: - Khng th n gin tr li C hay Khng. - Khng dn dt, kim sot hay c gng li ko nhng ngi khc. - M ra cc ch hi thoi mi. - Bt u vi nhng t khi no, iu g, nh th no, u. - Cn phi suy ngh trc khi tr li. - ng vin khch hng h m nhng cm gic ca h. - Xy dng mi quan h. Cu hi ng (Closed-ended question) i lp vi dng cu hi gi m l dng cu hi ng. Cc cu hi ng, khng ging nh nhng cu hi m, s t mt im kt cho mt cuc hi thoi v khng a bn n gn hn vi cuc gp g ln th hai. V vy, bn nn trnh nhng cu hi kiu ny, qua bn s thnh cng vi cng vic bn hng trong 60 giy. Mt v d ca cu hi ng c th l: Bn rt quan tm n vic thu ht nhng khch hng mi, khng bit c ng nh vy khng?. Thi im tt nht bn s dng nhng cu hi ng l trong trng hp bn cn khng nh hay xc nhn nhng g bn ngh c thc s din ra trong tm tr khch hng hay khng. Nhn chung l nhng cu hi: - Hu ch a ra nhng phn hi trong cuc hi thoi.
142

- C th c s dng thu thp nhng thng tin c th hay nhng li xc nhn. Cu hi lm r (Clarifying question) Trong khi giao tip vi khch hng, nu cn m bo rng bn hiu chnh xc nhng g khch hng ni, bn c th s dng dng cu hi lm r . Nhng cu hi ny s gip ch bn rt nhiu c c s ch ca khch hng trong 60 giy u tin. Mt cu hi lm r tt c th bt u vi: Nh vy, theo ti hiu th qu v ang ni rng .. Ch : Bn nn bt u cu hi lm r ca mnh vi li vn nh vy v sau din gii mt cch sng to nhng g bn ngh. Tht ti t nu bn bt chc nguyn vn nhng g bn nghe c t pha khch hng bi kiu ni ny c th c xem nh mt s h c, ma mai v thiu tn trng. Nhn chung l nhng cu hi: - m bo s nht tr vi khch hng v chng t cho khch hng thy bn hiu chnh xc nhng g h ni. - Th hin di ngn ng ca bn nhng g bn c nghe. - Lm sng t s khc bit trong nhng t ng c s dng. - Lm r ngha ca nhng t ng c s dng. Cu hi pht trin (Developmental question) Mt khi bn lm r nhng g khch hng ni, bn c th s dng sau mt s cu hi pht trin chuyn cuc hi thoi gia bn vi khch hng t ch giao tip li ko ban u n s hiu bit thn thin, nm r c nhng g khch hng mong mun. Tng t, nhng cu hi kiu ny cng s gip bn thnh cng trong cng vic bn hng ngay ti 60 giy giao tip u tin. Nhn chung l nhng cu hi: - ng vin khch hng cho bit r thm v nhng g h ni. - Bt u khin cho khch hng th hin cm gic v tnh cm ca mnh v ch hin ti. - C c nhng hiu bit su rng hn v nhng g ang c trao i vi khch hng. Cu hi nh hng (Directional question) Bn cnh , bn cng c th s dng nhng cu hi nh hng bn c hng trong 60 giy u tin. Nhng cu hi kiu ny s hng cuc hi thoi ti mt mc nht nh, qua gip cho nhng vn vng mc khc c h m. Nhng cu hi nh hng c xem nh mt tm bn cho cuc hi thoi ca bn v nh vy bn c th
143

hiu c nhng nhu cu v mong mun ca khch hng. Nhn chung, l nhng cu hi: - Chuyn cuc hi thoi t mt ch logic sang mt ch khc. - Mi khch hng tham gia vo vic trao i thng tin qua li. - C th c s dng thay th cu hi ng trong trng hp bn buc phi hi. Bn ng ri vo ci by ca vic s dng nhng cu hi nh hng kim sot hay li ko khch hng theo bt c cch no. iu ny s hu hoi cc mi quan h kinh doanh vi khch hng m bn dy cng gy dng, ng thi gim thiu ti a c hi bn c c ln gp g tip theo. Cu hi mang tnh by t quan im (Opinion question) Mt dng cu hi khc m bn c th s dng m bo thi gian ni chuyn trong gii hn 60 giy l cu hi mang tnh by t quan im. Dng cu hi ny s v cng hu ch trong vic h m u l nhng ch m khch hng a thch, v em li cho bn nhiu hiu bit su sc v nhng nhu cu ring l ca mt ai . Nhng cu hi quan im cng cn l mt cch thc bn m bo rng mt ai s thc s gn b vi cuc hi thoi ca bn. Nh mt quy tc chung, nhng cu hi quan im l cu hi: - a ra mt cu hi thng thn theo cch thc khng i cht. - mt ai ni chuyn thng thn v ci m. - a ra c hi chia s tnh cm. - Biu hin s qu mn v tn trng mt ai . - Gip m rng v ko di cuc hi thoi. Cu hi mang tnh kim chng x hi (social proof question) Cui cng, bn c th s dng dng cu hi mang tnh kim chng x hi nhm m bo thnh cng trong 60 giy. y l mt cch gin tip mt ngi nhn ra rng trng hp ca h cng tng t nh trng hp ca mt ngi no khc m bn tng lm vic v giao tip. Khi bn cp v tham kho ti mt bn th ba, thi khch hng s tch cc v thn thin hn vi nhng cu hi ca bn. Mt khc, khi bn a ra nhng cu hi kim chng x hi, rt c th chng s khng my lin quan n ch ang c tho lun. V th, nhng cu hi ny i hi mt s kho lo t pha bn. Nhn chung, l nhng cu hi: - Gii thiu mt bn th ba c lin quan n ch tho lun.
144

- C th nng cao s tin cy ca mt ai rng bn c th hiu c nhu cu v mc ch ca h. - Cng c v gii to s bn khon, thc mc ca mt ai . - C th c s dng th hin nhng mi quan tm hay cc vn vng mc trc khi chng xut hin. Tm li, vic s dng thng minh nhng dng cu hi trn s c tc dng rt ln cc khch hng biu l cm gic v tnh cm thc s ca h v bt c ch no ang c tho lun. Hy xy dng cc mi quan h kinh doanh gn gi vi khch hng, v h s khng nhiu kh nng ri b cng ty bn ngay c khi bn c nhng li n ting ni thiu thch hp. (Dch t bi vit ca tc gi Tony Parinello trn tp ch Entrepreneur) i nt v tc gi: Tony Parinello l tc gi ca cun sch bestseller Selling to VITO, the Very Important Top Officer. c thm nhng thng tin v cc bi bo v cun sch mi nht ca ng, Secrets of VITO (B mt ca VITO), bn c th gi in thoi theo s (800) 777-VITO hay gh thm trang web www.sellingtovito.com. Lm th no phc v tt cc khch hng kh tnh? Tc gi:Thanh Bnh Khi ni n dch v khch hng trong kinh doanh, ngi ta hiu l vic bn thng xuyn phi tip xc, phc v nhiu loi khch hng khc nhau, bao gm c vic phi i mt vi nhng khch hng kh tnh, kh nt, hay cu knh, gin d v thm ch l th l. Kh nng giao tip xut sc cng nh cch gii quyt vn n tha, hiu qu ca bn trong cch hnh x vi nhng khch hng loi ny s quyt nh n s thnh cng hay tht bi ca cng ty. Di y l Quy trnh 5 bc gip bn i ph vi nhng khch hng kh tnh nht. Phn ln cc b phn dch v khch hng ti cc cng ty u phi ng u vi nhng tnh hung khch hng t ra cu knh, bc tc. Nhng tnh hung ny c th bao gm: Mt khch hng t ra tc gin v cht lng hay vic giao nhn sn phm/dch v.

145

 Mt sn phm c gi tr li hay mt tuyn b chm dt s dng dch v. Nhng thng tin khng chnh xc c chuyn ti cho khch hng. Mt khch hng c thi tiu cc vi cng ty bn bi nhng tri nghim ca h trong qu kh. Xung t hay s i cht gay gt. Nhng khch hng cu gin. Gii thch v mt th tc hay chnh sch ca cng ty. Ngn chn mt yu cu c ni chuyn trc tip vi nh qun l t pha khch hng. Mc tiu cui cng trong nhng tnh hung kh khn ny l nhm a ra mt gii php hiu qu nht. Chng ta u mun khch hng ri khi cng ty vi cm gic h c lng nghe, c chm sc v c nh gi cao. Nhng suy ngh v nhn nhn hng ti khch hng s c tc ng kh ln n vic t c cc mc tiu ny. Cng vi trng tm hng n khch hng, c mt cng c v gi gip bn ng u vi nhng tnh hung kh khn trong dch v khch hng mt cch hiu qu nht, l Quy trnh 5 bc (Five-Step Process): Quy trnh 5 bc: Bn tng bao gi l mt khch hng cu knh, gi in cho nh cung cp sn phm hay dch v ca bn thng bo mt vn nghim trng? Nu bn nhn c mt cu tr li tho mn cng mt cm gic mnh c lng nghe, c chm sc chu o, v c nh gi ng trong sut thi gian giao dch, liu bn c quan tm n vic s tip tc mua sm sn phm dch v ca nh cung cp trong tng lai khng? Chc chn l c. Quy trnh 5 bc s gip chng ta to ra cho cc khch hng mt cm gic thoi mi
146

nh vy. Ngoi tr vic hng n mt gii php hiu qu nht, mc tiu ca Quy trnh 5 bc l li trong khch hng mt cm gic c lng nghe, c chm sc tt v c nh gi cao. Di y l nhng bc c th ca Quy trnh 5 bc. Bc 1 Hoch nh chin lc Bn s hoch nh mt chin lc nh th no? Xy dng v pht trin mt mc tiu cho hot ng giao tip trong cng ty. Bn mun nhng kt qu sau cng nh th no? (gi chn cc khch hng, gii quyt mt vn no,). Nhn ra nhng gii hn v kh nng ca bn: Bn c th lm c hay cung cp nhng g cho cc khch hng ca bn? Bn khng th lm c nhng g cho khch hng bi chnh sch, quy nh ca cng ty hay cc l do kinh doanh khc? Chun b sn sng bng vic nhn ra nhng vn chung v cc gii php thnh cng. Chin lc dch v khch hng ca bn nn hng ti mt gii php c th gip ch hiu qu nht cho c cng ty bn v khch hng. Nu bn thnh cng, bn s nu gi c khch hng, vt mi mong i ca khch hng, v a ra cho khch hng mt cm gic tho mn h s tip tc gn kt vi cng ty bn trong tng lai. Bi 2 Th hin s cm kch Th hin s cm kch lun v cng quan trng nhm x l m p cc tnh hung kh khn trong dch v khch hng. Bn hy s dng cc cu giao tip kiu nh Ti hiu qu v cm nhn nh th no, Ti hiu, Ti xin li, Ti rt ly lm tic, Ti c th hiu cch m qu v cm nhn cc khch hng cm thy h c lng nghe v chng

147

ta ang tn trng h. Tht hu ch nu chng ta ch ng tin ln bng vic gip khch hng gii to s cu gin v t bn thn chng ta vo cng v ca khch hng. Bc 3 Lm r vn i khi chng ta mc sai lm trong vic gii quyt cc kh khn vng mc pht sinh bi v chng ta da trn nhng g bn thn suy ngh v nhn xt li ni ca khch hng. Bc th ba ny ca Quy trnh 5 bc s cho php chng ta lm r cc thng tin, qua hiu c nhng mi quan tm thc s ca khch hng. Bn c th lm r vn theo mt s cch thc nh: Nhng g ti nghe v hiu c t pha anh l khng bit c ng vy khng? Anh c th ni thm cho ti v vic ..? Ti c th gip anh nh th no.? Anh mong i mi chuyn s nh th no?. Vic lm r vn s a chng ta ti mt gii php thch hp theo mt cch thc hiu qu hn. Bc 4 a ra mt cch thc gii quyt vn Bc th t l a ra mt gii php. Vic a ra cng nh gii thiu mt gii php khng phi l mt thch thc kh khn nu bn thc hin chun xc c ba bc trn. Khi chng ta a ra mt gii php, chng ta mong mun gii thch mt cch c th chng ta s lm nhng g cho khch hng. Chng ta cng c th a ra mt s gii php khc nhau cho khch hng la chn. Ch rng: Nh nhng g tho lun ti Bc 1: Hoch nh chin lc, iu quan trng l bn cn hiu r nhng gii hn cng nh kh nng ca bn - bn c th lm c nhng g v khng th lm c nhng g cho cc khch hng.

148

Bc 5 Kim tra Vic kim tra chnh l c hi ca chng ta nhm m bo rng khch hng hon ton tho mn v cm thy vui v vi gii php c a ra. Bn c th kim tra li theo mt s cch thc nh: Vic nghe nh th no? Anh ngh g v vic ny? Anh c ng vi ti? Vic c ngha vi anh khng? Vic c ng vi nhng g anh yu cu khng? Vic c khin anh cm thy thoi mi khng? ng dng Quy trnh 5 bc V d di y s minh ha cho phng php hng ti khch hng thng qua Quy trnh 5 bc. Bc 1 - Hoch nh chin lc: Chin lc ca chng ta l nhm gi chn cc khch hng bt c lc no c th. Chng ta mun a ra cho khch hng nhng cm gic thoi mi nht trong khi vn cn bng gia li ch kinh doanh v nhu cu ca khch hng. Khng ai mun nh mt cc khch hng hin ang c c. Tnh hung c a ra l mt khch hng gi in than phin v cht lng sn phm m anh ta mi mua cch khng lu: - Bc 2 - Th hin s cm kch: Ti xin li v vic sn phm khng c c cht lng nhng anh mong i. Ti hiu s tht vng ca anh. Ti hon ton c th gip anh .
149

- Bc 3 - Lm r vn : chng ti c th ci thin cht lng sn phm v gip ti c th phc v anh tt hn, liu ti c th hi anh rng b phn c th no c cht lng ti c khng?. - Bc 4 a ra mt gii php: Chng ti s rt sn lng i cho anh mt sn phm tng t khc vi cht lng tt hn. - Bc 5 - Kim tra li: Anh c bng lng vi gii php khng? Tu thuc vo cc phn ng t pha khch hng, chng ta c th phi thc s lp i lp li nhiu ln c 5 bc trn theo tun t tng bc mt trong qu trnh giao tip vi mt khch hng. Bng vic gim bt s xung t v ci m trong i thoi vi khch hng, quy trnh 5 bc s gip bn trnh khi ri vo nhng cuc ci v khng hiu qu. N cng s tr gip bn rt nhiu trong vic to ra cho khch hng nhng cm gic v tri nghim thoi mi nht khi giao dch mua bn vi cng ty bn. (Dch t www.customerservicemanager.com) Lm th no tng hiu qu ca b phn bn hng? (Phn u) Tc gi:Tng Anh Trong iu kin cnh tranh ngy cng gay gt nh hin nay, nhiu cng ty dn dn nhn thc c rng b phn bn hng cn c t ti tm im ca s ch . c bit cc lnh vc m nhu cu ca ngi tiu dng thay i lin tc, nh cng ngh thng tin, bo him, ngn hng, th vic qun l b phn bn hng hiu qu cho php tng doanh thu v nng cao gi tr cng ty ln ng k. y, kh nng p ng y cc i hi ca khch hng chnh l li th cnh tranh quan trng nht. Kinh nghim cho thy rng, tnh hiu qu ca b phn bn hng c th c y mnh rt nhanh chng nh chng trnh tch cc hnh thnh nn nhng k nng, h thng lp d n, h tr, thc y v qun l mi da trn 3 iu kin sau: iu kin 1. Hng ti s tha mn nhm khch hng hp dn hn c. Bn hy th hnh dung tnh hung sau. A l khch hng tim nng, mua hn 10 triu USD/nm v ang tm kim nh cung cp cho hng sn xut mi. B tng l khch hng ln, nhng hin nay ch mua 100 ngn USD/nm v kh c kh nng t hng nhiu
150

hn. Gim c b phn khch hng phi mt 3 ngy mi thng lm vic vi B (2 bn c quan h rt tt) v ch c ngy tip khch hng A (2 bn mi ch quen bit nhau cha lu). y l v d in hnh v s yu km trong vic sp xp lch lm vic vi khch ca b phn bn hng, khi nhn vin tp trung vo nhng khch hng t quan trng ch bi v lm vic vi h d dng hn. thay i tnh trng ny, lnh o trc ht phi xc nh cn bn hng cho nhng khch hng no v mi khch hng cn c phc v ra sao. i vi nhiu cng ty th chnh sch bn hng c p dng chung cho tt c mi i tng khch hng khng cn tc dng, nhng vic thay i c cu v t chc li b phn ny li lun gp tht bi, v cng ty phc v khng ng i tng hay khng s dng ng phng php cn thit. Cc cng ty hot ng trong lnh vc dch v, chng hn nh bo him, cng cn xc nh s bn hng cho i tng khch hng no v s bn nh th no. Ngi tiu dng ngy nay ang tr nn thng thi v kh tnh hn trong vic chn la cc sn phm ti chnh, ng thi sn sng xem xt cho hng ca nhiu nh cung cp khc nhau. V d, mt hng bo him bng pht hin ra s st gim doanh s bn hng, trong khi cc sn phm vn gi c cht lng cao, n nh. Vn ch cng ty ny p dng chnh sch ng u cho mi ngi v th phi nhng bc cc i th bit chia khch hng ra tng nhm nh v thm ch a ra nhng cho hng ph hp vi nhu cu c nhn ca mt s khch hng. Phn tch tnh li nhun ca tng nhm khch hng, cng ty ny mi git mnh khi bit rng nhiu sn phm ca h khng h c li, mt vi sn phm thm ch cn gy thit hi trc tip cho cng ty. Kt qu l lnh o cng ty quyt nh hng s ch nhiu hn n nhng nhm sn phm em li li nhun nhiu hn c, ng thi gim chi ph u t cho nhng sn phm khng sinh li. iu kin 2. Hun luyn k nng bn hng cho cc i l v nhn vin Khi chin lc bn hng c hnh thnh, bn cn bt tay vo vic hun luyn k nng bn hng cho cc i l v nhn vin h c th thc hin ng nhng yu cu ca chin lc . Tnh chuyn nghip v s hiu bit cng vic bn hng ca nhn vin c bit quan trng i vi nhng cng ty phc v cc nhm khch hng ging nhau v cho bn nhng sn phm tng t nh nhau, v d trong lnh vc ngn hng, bo him v luyn kim en. vic hun luyn nhn vin t c hiu qu cao nht th bn cn t chc h thng qun l cho tng phn on cng vic, sp xp cc bc tin hnh, ng thi theo di s pht trin ca nhn vin b phn bn hng. Nhng cng ty ln lun pht trin nhn vin
151

ca mnh trong sut qu trnh hat ng ca h, bi chnh l c s gii quyt 5 nhim v ch yu sau: 1. Xc lp nhng k nng cn thit. Vn chung thng gp nhn vin bn hng chnh l: nm vng rt nhiu kin thc v cc ch s k thut ca sn phm, nhng h li khng bit ch xc iu g c khch hng quan tm nhiu nht, hoc h khng bit cch thc truyn t nhng thng tin ny n khch hng. Bc u tin xa s mt cn bng ny l kim ton cc k nng v ch ra nhng gi tr quan trng i vi khch hng, nhng k nng no c v iu g cn b sung thm. V d trong thi i my tnh ngy nay, i hi u tin i vi nhn vin bn hng l phi c s hiu bit su rng v chin lc kinh doanh ca ngi tiu dng. Nhng nh cung cp truyn thng chuyn v lp t h thng my tnh iu khin t trung tm, nh IBM chng hn, lun n lc pht trin k nng ny tt c nhn vin bn hng ca mnh. 2. u t vo vic thu ht v hun luyn nhn vin. Mun c c b phn bn hng lm vic hiu qu th bn s cn phi c nhng ng vin ph hp t chc mng li i l. Cc cng ty ln lun vch ra tiu chun r rng v kht khe i vi nhng ng vin ny. Trc khi c tuyn dng, h phi vt qua hng lot cc bui phng vn kh khn. Sau l chng trnh hun luyn v cch bn hng v cc k nng khc. Vic ny mang li s tin trin tch cc cho cng ty: nhng cng ty nhanh chng bin lnh mi tr thnh ngi bn hng chuyn nghip s ngy cng thu ht c nhiu ng vin gii. Chng trnh hun luyn cu th, i khi s bin vic li ko ng vin gii tr thnh nhim v phc tp, cha k nhng ngi c tuyn dng cng s sm ra i. 3. o to nng cao cho cc nhn vin c kinh nghim. Thng thng, s ch i vi nhn vin mi b gii hn bi nhng kin thc mang tnh c s. iu ny c bit ng trong lnh vc kinh doanh vi lng nhn vin thay th cao, v d cc cng ty bo him thng hay tp trung vo vic thu ht cc i l v nhn vin mi ch khng phi l chm sc cc nhn vin c. Kt qu l nhng nhn vin bn hng c kinh nghim mt dn s hng th v ng c lm vic, h dn b i hoc s lm vic km cht lng, dn n vic lnh o phi tuyn dng thm ngi. V vy, lnh o lun phi bit dnh s quan tm cn thit cho cc chng trnh hun luyn v h tr di hn i vi nhn vin ca mnh. 4. Ti u ha thi gian tip xc vi khch hng. Nhn vin bn hng hay than phin rng h khng c thi gian tip khch hng. Nhiu cng ty phi rt ngn thi gian lm vic hnh chnh xung n mc thp nht. Cc h thng i hi thc hin bng cc biu mu phi c ti u ha, v nu c th th t ng ha. Bn cnh , lnh o b phn bn hng cng cn gip nhn vin vic tip xc vi khch hng c hiu qu bng cch chun b cc ti liu qung co cht lng hn, cha ng nhiu thng tin hn, hng mu y hn, ln k hoch chi tit cho cc cuc gp g
152

5. Lp h thng khen thng vi quyn li ca khch hng c t ln hng u. Phn thng cho nhn vin bn hng c xc nh bi chnh nhng hnh vi v li x s ca anh ta trong cng vic. i lc ch thng li hng nhn vin n vic hon thnh mc tiu trong thi hn sm nht, nu l thng v hon thnh k hoch nm hay khi t mc li nhun no . Trong trng hp ny, nhn vin bn hng s n lc tm cch nhanh chng t mc tiu ra m c th xem nh quyn li lu di ca khch hng. V th, nhiu cng ty bt u ch n cc ch s di hn ca s tha mn khch hng. V d, cc cng ty bo him, li nhun ph thuc trc tip vo s cn bng gia tin thu c t vic bn bo him vi cht lng phc v khch hng. y, yu t th nht cn thit nhn vin lm vic tch cc hn, trong khi yu t th hai nhm mc ch gi chn nhng khch hng c sn. Vic a vo nhng nhn t trn y to nn tng cho s thay i hot ng ca b phn bn hng, nhng khng th chim c l tr v tri tim ca nhn vin- cha kha nng cao tnh hiu qu ca b phn ny. (Dch t The McKinsey Quarterly)

Phn 6
Lm th no tng hiu qu ca b phn bn hng? (tip theo v ht) Tc gi:Tng Anh Trong iu kin cnh tranh ngy cng gay gt nh hin nay, nhiu cng ty dn dn nhn thc c rng b phn bn hng cn c t ti tm im ca s ch . c bit cc lnh vc m nhu cu ca ngi tiu dng thay i lin tc, nh cng ngh thng tin, bo him, ngn hng, th vic qun l b phn bn hng hiu qu cho php tng doanh thu v nng cao gi tr cng ty ln ng k. y, kh nng p ng y cc i hi ca khch hng chnh l li th cnh tranh quan trng nht. iu kin 3. m bo thc hin chng trnh thay i mt cch hiu qu Thc hin chng trnh thay i ny l mt vic kh khn. B phn bn hng thng rt ng nhn vin. Nu bn ko h vo nhng cng vic phn tch, hay gii quyt nhng vic giy t khc th s khng kt qu, trong khi bn li khng t c mc tiu ch yu l hon thnh ch tiu bn hng. Mt chng trnh hu hiu cn da trn 2 yu cu: s ng h v gip sc ca lnh o, v vch ra c hng i r rng v nht qun. Tranh th s ng h trong cng ty

153

Lnh o cng ty cng nh gim c b phn cn th hin s ng h c v tinh thn v vt cht nh tuyn truyn, qung b v tc dng ca chng trnh ci cch ny, ng thi khen thng kp thi khi chng trnh ny bt u gt hi thnh cng. Tuy nhin, y c mt iu ch khc: cc gim c bn hng c th cm thy khng thoi mi lm khi thy vai tr ca mnh trong b phn gim i v kt qu hot ng ca b phn ny ngy cng t ph thuc vo quyn hn ca mnh. V th, lnh o cng ty cn h iu hnh chng trnh ny. Nhng ngi khng th lm vic trong mi trng mi cn phi thay th nhanh chng v dt khot, bng khng h c th gy ra trc trc cho c k hoch ca bn. Chim ly l tr v tri tim ca nhn vin bn hng l vic kh nht, nhng khng phi l vic bt kh thi. Bn hy c h t gii quyt ly nhng rc ri ca bn thn- h thng bit r cc vn , nhng h ch khng c c hi hay ng lc lm vic m thi. Mt trong nhng vic rt nn thc hin trong chng trnh tng doanh s bn hng l cng ngh t ph: tp trung kin v chnh nhn vin ca b phn bn hng son tho nhng gp , nhn xt i vi nhim v c giao, tm ra v loi b nhng iu cn tr vic y mnh doanh s cng nh tng cht lng phc v khch hng. Cng ngh ny cho php gii quyt nhng vn nh nh khng thi gian tip xc vi khch hng. Li khuyn bn thu thp c c th l gim thi gian lm nhng cng vic giy t, phn b li khch hng gia cc i l tit kim thi gian i li Vi nhng vn kh khn hn nh ti u ha h thng thu ht v hun luyn nhn vin, th vic huy ng tr tu tp th t ph hp hn. Tuy nhin cng ngh ny vn c th vn dng hiu qu khi ly tng thc y qu trnh ci t. m bo sao cho vic thc hin lun c s nht qun Phng php tt nht m bo hng i ng n ca chng trnh l to ra c nn tng c a s ng tnh, th hin c nh hng ca nhng ci cch i vi kt qu cui cng l tng doanh s bn hng. V d, giai on u l so snh cc ch s bn hng ca cc cng ty ang thc hin ci cch vi nhng ch s ca i th ri i n kt lun v nguyn nhn ca s thua km, t ra c s cho chng trnh. Ngoi ra, mt phn khng th thiu ca vic phn tch ny l nh gi li nhun m tng sn phm, cng nh tng nhm khch hng mang li, sau a ra cc ch s tt nht cho tng khu vc. Khi xy dng chng trnh ci cch da trn cc yu t c th, lnh o s gt b c tnh mc cm tnh l ca mt s nhn vin hay i l.

154

K hoch c th tin hnh chng trnh tng doanh s bn hng K hoch ny thng bao gm 5 bc sau: Bc 1. Chun b. Nhim v giai on ny ly thu thp d liu, thng tin, so snh tnh hiu qu ca b phn bn hng ca cng ty bn vi cc i th cnh tranh, tp hp nhn s cho d n v tin c ngi ng u. Trong qu trnh chun b cn xc nh nhng vn chnh yu lin quan n vic t chc qu trnh bn hng, ng thi tin hnh cc thay i hng n s ti u ha qu trnh . Bc 2. D n th im. Trong khi thc hin d n th im, nhng ci cch a ra (gim cng vic giy t, phn b li thi gian ca nhn vin) cn c th nghim ti mt vi im bn hng. Vai tr ch yu ca d n th im ny l chy th qu trnh mi v chun b trin khai k hoch tt c cc im khc. Bc 3. Trin khai. Vic ny thng tin hnh theo cc chu k khong 6- 8 tun. Trong giai on ny, nhn vin bn hng s t lp ra k hoch lm vic cho mnh theo yu cu hng n vic tng hiu qu ca mi cng vic, hot ng nhm t c cc ch s doanh thu. Bc 4. Kim tra nh k. y l vic khng th thiu theo di kt qu thc hin chng trnh, cng nh thi ca nhn vin. Yu t then cht trong giai on ny l s n gin, thng hiu tnh hnh v s v t, cng bng ca h thng gim st. Bc 5. Cng c kt qu. Hot ng ny c tin hnh thng xuyn da trn vic xy dng cc h thng h tr nh tuyn dng, o to v bi dng nng cao k nng cho nhn vin, h thng thng tin v hnh chnh Kt lun Kt qu ca chng trnh thc y bn hng thng l tng lng hng bn ra t 15- 25% ty thuc vo lnh vc hot ng ca cng ty, ng thi nng cao vai tr ca b phn bn hng v ci thin dch v khch hng. Ngoi ra, vic thc hin chng trnh ci cch tng chng n gin ang bin thnh mt yu cu cn thit i vi doanh nghip hin nay: trong tng lai khng xa, tnh hiu qu ca b phn bn hng mi chnh l con t ch bi trong cuc cnh tranh gia cc doanh nghip. (Dch t The McKinsey Quarterly) Lm sao tip xc c vi khch hng? Con ng n vi thnh cng trong kinh doanh v cng gian kh. S ln ln gia c hi v ri ro trong th trng i khi lm lu m tm nhn ca ngi lnh o, lm mt
155

i s nh hng ng n cho cng ty. Vy lm th no cc nh lnh o v cc t chc nhn r hn trong mi trng kinh doanh y sng m ny? Lm sao c c mt nn tng vng chc gia nhng cn bo thng tin? Cu tr li rt n gin: thu hiu c khch hng ca chnh mnh. Tm hiu thng tin v khch hng. Hy bit rng nhu cu ca khch hng ngy cng thay i nhanh chng nn nhng cuc kho st tm hiu v khch hng phi c din ra mt cch thng xuyn v u n. Trong nhng nm va qua, a s cc loi hng ha c ra i iu da trn 2 nghin cu v hnh vi tiu dng ca khch hng v s phn loi khch hng. C 2 nghin cu trn cho thy rng, bn cnh nhng nhu cu hin nhin m khch hng nhn c t sn phm, khch hng cn mong ch nh sn xut cung cp thm nhng nhu cu ph m khch hng khng ng n. V d khi bn i mt chic qun, hin nhin l nh sn xut phi mang n cho bn mt chic qun hp vi phong cch, tui tc, ngh nghip ca bn, bn cnh h cn cugn cp cc nhu cu ph nh khi i mua sm bn c c mt ch xe tt, c s phc v n cn ca nhn vin, cc dch v hu mi tt. Khch hng lun c nng lc cm nhn nhng gi tr m doanh nghip mang li cho h, do h d dng chn cho mnh mt sn phm ph hp. Doanh nghip cng hiu c h phi cung cp c c nhu cu ch thc v nhng nhu cu ph ca khch hng. Tuy vy cc b phn bn hng v tip th cm thy kh khn khi i mt vi nhng vn ny, vt qua n, hy xc nh cho mnh cch thc gii quyt vn vi khch hng thng qua vic thu thp thng tin v khch hng, t mi to ra c mt chin lc thch hp cho sn phm. S dng cc thng tin v khch hng mt cch hiu qu nht. Sau khi thu hiu c thng tin v khch hng, iu quan trng l lm cho cc thng tin ny tr nn thc tin. Ta c th s dng thng tin thu thp c t khch hng vo vic p dng 3 chin lc di y. 1. To c sn phm ng vi yu cu ca khch hng. Chng ta phi to c mi lin kt gia khch hng v chin lc bn hng ca mnh. Ty theo loi hng ha m s c phng cch kinh doanh thch hp, phi to ra c s khc bit so vi i th cnh tranh ca mnh. V d i vi mt hng jean, phn ln l cc loi sn phm bnh dn, rt tin li v gi r. Tuy nhin, cng c nhng trng hp cc cng ty thng qua vn ci tin mu m, kiu dng, cht lng cho ra sn phm cao cp hn cht t, chng hn nh Diesel - chuyn cung cp cc dng sn phm cool jeans. Ngoi vic l mt chic qun jean thng thng, Diesel cn mang n s th hin tnh cch cho khch hng thng qua vic s dng cool jeans. 2. Gii quyt tnh hung kh x tip cn v gii thiu sn phm cho khch hng. Trong kinh doanh, mi mt sn phm s c mt phng php tip cn v hnh thc gii thiu sn phm khc nhau, iu ny c ngha l mt thi im no , quyt nh ca khch hng s thay i nu c im, thuc tnh ca sn phm thay i. Tuy nhin, khi
156

khng nht thit phi thay i phng php tip cn v hnh thc gii thiu sn phm cho khch hng, chng ta c th s dng mt trong 2 cch sau: th nht (a) duy tr cc phng php tip cn khch hng v thay i hnh thc gii thiu sn phm, th hai (b) thay i phng php tip cn khch hng ng thi duy tr cc hnh thc gii thiu sn phm. Trong thc t khng phi doanh nghip no cng thc hin tt tnh hung ny. Levis l mt s tht bi in hnh, h khng thnh cng trong vic thc hin vic tip cn v gii thiu sn phm cho khch hng, d rng y l mt doanh nghip lu i hot ng trong lnh vc v jean. Trong khi Diesel li thnh cng vi chin lc ca mnh, h tin hnh ci tin sn phm thng xuyn, gii thiu mu m mi, thanh l cc mu m c, pht trin h thng phn phi rng khp, quan tm n khch hng nhiu hn. 3. Nhn bit c hi v ri ro C rt nhiu ri ro cho cc doanh nghip khi phi phn loi c sn phm no thch hp vi khch hng no (khch hng mc tiu ca sn phm ), vi mi trng hp nh vy s c cc hng gii quyt c th. S tht bi trong vic nh hnh c sn phm ca mnh s khin cho sn phm tht bi ngay t khi cha a vo th trng. Trong khi nu xc nh c c th nhm khch hng ca mnh, y s l c hi cho ngi bn hng m rng quy m bn hng, to bc nn cho cc k hoch tip theo. cool jeans l mt dn chng c th cho vn ny, thc t cool jeans ch l mt sn phm b sung cho sn phm khc, nhng nh Diesel xc nh cho mnh ng khch hng mc tiu nn cool jeans tr thnh mt sn phm ni ting. Pht trin da trn tng , trn th trng xut hin thm sn phm mi l cool shoes. Diesel hy vng rng khng ch thu c li nhun t mt hng jean m cn dn thm nhp vo th trng giy dp. S thng nht ca t chc Trong cng ty khng ch c b phn tip th v bn hng quan tm tm hiu n hnh vi khch hng ca mnh. Vn ny s c kt qu tt hn nu tt c cc thnh vin trong cng ty hiu c gi tr ca vn v cng nhau thc hin n. Truyn t cho mt t chc rng h phi chm sc khch hng ra sao, hun luyn cho nhn vin lm vic v quyn li khch hng nh th no, ch l nhng yu cu c bn trong hot ng tm hiu khch hng, cao hn na l cng ty phi to ra c mt h thng trao i thng tin gia khch hng v mnh. Ti cng ty c th d dng truyn t nhng thng ip ca mnh n vi khch hng, cn khch hng s thoi mi trong vic th hin cc kin ca mnh. ng thi phi c mt b phn ghi nhn li tt c nhng thng tin thu thp c t khch hng, t nhng thng tin thu thp c b phn ny s tin hnh phn tch v lu chuyn cc thng tin ny n cc b phn khc khi h cn thit. Tm li to lp v iu hnh hng i thnh cng cho mt cng ty trong thi i xo ng, thay i nhanh nh hin nay, bn ch c th t c thnh cng khi bn tht s thu hiu khch hng ca mnh.
157

(Lantabrand.com lc dch) Lm th no tm v bn hng cho th trng mc tiu ca bn? y l bi vit ca Marilyn Guille - gim c cng ty CoVES (Comprehensive Virtual Editing Services) chuyn cung cp kin thc kinh doanh. B cng l mt nh bo chuyn nghip trong hn mt thp k nay. Hin nay, ngoi cng vic vit lch, b cn s hu mt i tu chuyn cung cp dch v cho thu tu ngm cnh. Bi vit di y chnh l s cht lc kinh nghim kinh doanh c ca Marilyn Guille v c th mang li cho bn i iu b ch. Lm th no tr thnh mt chuyn gia trong nhn thc ca khch hng? C mt iu m cc doanh nghip xa nay u mong mun: to ra hnh nh v uy tn tt p v sn phm/dch v ca mnh trong nhn thc ca ngi tiu dng. Tuy nhin, lm c iu ny, i vi nhiu doanh nghip, li l mt bi ton hc ba. Trong khun kh ca bi vit ny, chng ti khng mun cp n cc chiu thc to cho khch hng o tng tt p nhng khng trung thc v cng ty bn, bi nu lm th, sm hay mun g th kt qu thu c cng s tan nhanh nh bong bng x phng. Mc ch ca bi vit ny l gip bn bit cch pht huy cc th mnh tim n ca doanh nghip ph bin n cng chng nhm to c danh ting tt trong nhn thc ca khch hng. End of Introduction Text--> C mt iu m cc doanh nghip xa nay u mong mun: to ra hnh nh v uy tn tt p v sn phm/dch v ca mnh trong nhn thc ca ngi tiu dng. Tuy nhin, lm c iu ny, i vi nhiu doanh nghip, li l mt bi ton hc ba. Trong khun kh ca bi vit ny, chng ti khng mun cp n cc chiu thc to cho khch hng o tng tt p nhng khng trung thc v cng ty bn, bi nu lm th, sm hay mun g th kt qu thu c cng s tan nhanh nh bong bng x phng. Mc ch ca bi vit ny l gip bn bit cch pht huy cc th mnh tim n ca doanh nghip ph bin n cng chng nhm to c danh ting tt trong nhn thc ca khch hng. Th no l mt chuyn gia? Theo t in Oxford, chuyn gia (expert) l ngi c kin thc hoc k nng chuyn su v mt lnh vc no - mt nh chuyn mn. Nh vy, nu theo nh ngha ny, liu mt lp trnh vin c chng ch MCP (Microsoft Certified Professional) do Microsoft cp c th c xem l chuyn gia v phn mm cha?Anh ta c nhng hiu bit, kin thc g hn mt lp trnh vin thng thng hay khng? Cu tr li l cn ty vo tng c nhn ring bit. Th nhng, ngi ta vn c suy ngh rng khi cn thu mt nhn vin lp trnh, ngi c chng ch MCP thng l ngi u tin c chn. L do: anh ta c nhiu kin thc do c hc hnh nhiu hn v phi thi c kh khn mi t c chng ch kia. Tuy nhin, anh ta cng cha c gi l mt chuyn gia lp trnh.
158

Tht ra, cch nh ngha chuyn gia l ngi c t tin v kin thc tho lun v mt lnh vc no ng thi a ra c nhng li khuyn gi tr khi cn thit nghe c v thuyt phc hn. Mt chuyn gia ng ngha phi c nhn nhn mt cch khch quan t pha cng chng ch khng ch da vo chc danh chuyn gia hay nhng vn bng, chng ch c cng nhn bi mt t chc no . Bn ch l chuyn gia thc s khi chng minh c iu v c mi ngi cng nhn. Li ch ca doanh nghip khi c khch hang bit n nh mt chuyn gia trong lnh vc kinh doanh ca mnh l g? Trong kinh doanh, iu quan trng nht l khi bn chim c v tr tin phong trong nhn thc ca khch hng. Khi ni n my vi tnh, bn s ngh n hng no? Rt c th nhiu ngi s ngh ngay n IBM. Th ti sao li l IBM, hn bn c th t tr li c.S d Microsoft, Amazon hay Ebay c c danh ting nh ngy hm nay l nh h thc thi mt chin dch nh v trc cc i th cnh tranh ginh v tr s 1 trong lnh vc ca mnh. H c bit n nh nhng ngi tin phong - nhng chuyn gia trong tng lnh vc. Nhng k tin phong th lun lun ni ting. M danh ting v uy tn l mt trong cc l do thuyt phc nht khch hng tm n bn. Lm th no t c iu ? Tt c cc cng ty k trn c mt c im chung: s ni ting. Hu ht nh vo cc hnh thc qung b. Bn cng c th lm nh h. Mt trong nhng cch t tn km v n gin nht l hy to mi quan h vi cng ng v cc t chc m c th gip bn trc tip tip xc vi khch hng. Bng cch ny bn c th c nhiu ngi bit n m khng tn xu no cho qung co. Hc cch gp g mi ngi v bin h thnh khch hng ca mnh. (Bn c th tham kho cch lm ny trong bi vit Thit lp quan h bn b mi v bin h thnh khch hng m Business World Portal gii thiu trong chuyn mc Marketing ngy 2/3/2006) Nu cp n ngnh ngh bn ang kinh doanh, bn s ngh n ai? Chnh cng ty ca bn hay cng ty i th? Bn c phi l k tin phong trong lnh vc ca mnh cha? Chiu thc gi sau y c th rt ng bn tham kho. Hy gi mt l th n cho to son ca t bo a phng ni bn c tr, trong gii thch cho h r loi hnh v ngnh ngh kinh doanh ca doanh nghip. By t cho h bit l bn sn sng v rt vui lng cung cp cho h nhng thng tin m h cn cho mt bi bo no lin quan n ngnh ngh ny. Chc chn h s lu l th li dng sau bi mt trong nhng cng vic m phng vin hay ngn ngi l iu tra cc s liu, thng tin chuyn ngnh. Do h rt cn nhng ngun thng tin ng tin cy b sung v hon thin bi vit ca mnh m khi phi mt cng iu tra rongdi. Khi c l th ca bn trong tay, ng vo lc bi bo n cn b sung nhng thng tin cn thit c lin quan, ngi ca to son s gi cho bn ngay.n gin l bi v bn c kin thc chuyn su v lnh vc hay ngnh ngh . Nu li pht biu ca bn c trch dn, c gi s ngh g v ngi pht biu? Rt c th h s xem bn nh mt chuyn gia trong ngnh.
159

Thng thng, cc thng tin v chuyn mn ngnh ngh c ngi trong ngnh bit n trc khi bo ch a tin.V th hy ng vai tr ca ngi duy nht cung cp cho to son nhng thng tin c gi tr v ngnh ngh ca bn, chng hn nh nhng thay i quan trng no trong ngnh. Bng cch ny, li ni ca bn s c trch dn nhiu hn, kt qu l c gi s bit v bn nhiu hn. Tri thc l sc mnh Hy t nh gi bn thn mt cch tht khch quan v mc tinh thng v kin thc chuyn mn v ngnh ngh ang kinh doanh. C th t hi bn thn mt vi iu nh sau : Ti c kin thc t chc ging dy cho mt lp hc v ngnh ngh ny? Khi trao i, ni chuyn vi nhng ngi trong ngnh, ai lng nghe ai nhiu hn, ti hay h?Cn nh rng khi nim chuyn gia ch l mt cch ni khc dnh nh gi v kin thc. Bn lnh hi kin thc v ngnh ngh ca mnh bng cch no? Hai trong nhng cch thu lm kin thc l thng xuyn gi mi lin h v trao i kin vi nhng ngi cng ngnh v t hc hi thm bng cch c ti liu. Nu mi ngy bn dnh ra 20 pht c v cc ti liu c lin quan n ngnh ngh kinh doanh ca mnh th sau mt nm bn c th bit n hn 75% nhng ngi cng trong lnh vc . Tri thc dn ng cho i mi v pht trin. Cng bit nhiu v lnh v kinh doanh ca mnh, chng ta cng c th gy nh hng i vi lnh vc bi khi ta c th nhn thy nhng iu m nhng ngi c t kin thc hn khng th nhn thy c. Lu rng vn khng phi l lun lun phi nh ht mi iu m l bit tm n u khi cn. Nu mt ngi bnh thng b tc ht gia sn nh c i i lm thu tch gp c, h kh c kh nng phc hi trong mt thi gian ngn nu ch da vo cng vic t trc n nay vn lm. Nhng khi mt ch doanh nghip b tc ht ti sn, tin bc, 5 nm sau rt c th anh ta s kim li c s tin .Ti sao vy? V anh ta bit cch kim tin v bit mnh l ai. Nh c kin thc, thi gian cn c th ngn hn 5 nm bi anh ta khng cn phi hc li nhng chiu thc kim tin. Hu ht nhng ngi lm kinh doanh khng nh gi cao cng nh khng dnh thi gian tng hiu bit v ngnh ngh ca mnh. H khng cho vic l cn thit. Hy nh l kin thc chuyn mn ca bn rt c gi tr v bn hon ton c th l mt chuyn gia. B sung nhng l hng kin thc Khi kinh nghim kinh doanh ngy mt nhiu hn, bn s pht hin ra nhng k nng khc na m bn thy cn phi bit. Chng hn, mt i th cnh tranh cung cp mt dch v hay mt chiu thc kinh doanh no m bn cha bit, bn s thy cn tm hiu iu c th cnh tranh vi h. C ngi mun m mt ca hng hoa ti. Khi bt u cng vic m ca hng kinh doanh hoa ti, anh ta chng c cht kin thc g v ngh ny. hc hi, hiu bit v c th t tin khi s kinh doanh, anh ta i n mt a phng khc, bt chuyn v lm quen vi nhng ngi ch ca hng hoa. Anh quan st cch by bin ca hng, ni cung cp hoa ti cng nh lm th no c th gp g v giao dch vi nhng ngi cung cp. Anh cng tm hiu cch tnh ph dch v, cch qung b ra sao. Anh hc hi t nhng
160

ngi thnh cng trong lnh vc m anh nh kinh doanh - nhng chuyn gia dy dn kinh nghim, tr nn nh ngh nh h. Cui cng, chng thanh nin ny cng kinh doanh rt thnh cng.Mt doanh nhn thng minh s khng i n lc tnh th buc phi hc mi bt u i mua sch v m s hc bt k lc no c c hi. C rt nhiu doanh nhn thnh cng trn thng trng, song h vn khng ngng hc hi bng nhiu cch khc nhau. Nhng g ta bit ch l mt git nc, nhng g cha bit l c mt i dng. Hy t nh gi nhng thiu ht kin thc chuyn mn v b sung chng cng sm cng tt. Cc ti liu qung co Lnh vc ny i hi phi rt tinh t v kho lo, v th bn phi tht cn thn. Sch qung co cng nh cc ti liu c lin quan s phn nh r nht tnh chuyn nghip ca cng ty. C th bn cm thy y l chuyn bit ri, ni mi, song chng ti mun nhc li mt iu m mt s bi vit trc y cp: Nu ni dung nhng ti liu qung co ny ton ca ngi v cng ty tuyt vi th ny hay ho th n, tuyt nhin khng thy nhc ti nhng ch li g mang n cho khch hng th bn i sai ng.Ti sao khch hng tm n bn? V h tm thy ni sn phm hay dch v ca bn nhng ch li m h cn. Hi cn hc i hc, ti c nghe mt ging vin khoa kinh t trch dn cu ny: Ngi n b khc bn nm m chng, suy cho cng cng ch v li ch kinh t. Nu ng v kha cnh o c m ni, cu ny kh th chp nhn c v n khng c cht nhn vn no. Tuy nhin, dng ca cu ni ny khng dng li kha cnh o c v nhn vn. Con ngi thng c khuynh hng ngh n bn thn mnh nhiu nht v trc nht cc nh kinh doanh cn hiu r iu ny. Hy dng kin thc chuyn mn v ngnh ngh gii thch v nhng li ch , li ni ca bn s c sc thuyt phc hn. C th sn phm ca cng ty gip tit kim thi gian, tin bc hoc mang n cc tin nghi cho cuc sng. Khi hiu r v sn phm, doanh nghip s bit cch p ng tt hn nhng nhu cu ca khch hng. Cn phi bin kin thc chuyn su ca bn thnh mt li ch gia tng cho sn phm hay dch v ca cng ty. Tm li, hy khch hng tm n bn khng ch v nhng li ch t sn phm hay dch v bn cung cp m cn v bn l mt chuyn gia trong lnh vc ca mnh. (Bwportal.com Tng hp) Li th ca Hnh thc Bn hng trc tip Nghin cu cho thy mt s l do ph bin m mi ngi chn Bn hng trc tip l: Bn hng trc tip to iu kin gp g v giao tip vi nhiu ngi Bn hng trc tip xut nhng chng trnh lm vic rt linh hot L phng cch tt nht kim thm thu nhp Bn c th s hu mt doanh nghip ring Thu nhp tng xng vi cng sc b ra.
161

Ai cng c th lm c Khng i hi bng cp, kinh nghim, kh nng ti chnh v mt bng. Mi ngi t mi tui, mi tng lp u c th thnh cng trong Bn hng trc tip Phn phi vin l nhng Nh kinh doanh c lp. Bn l ng ch ca chnh mnh. iu c ngha l bn c th: Lm vic ton/bn thi gian theo cch m bn mun lm T t mc tiu ring v t quyt nh lm th no t mc tiu Thu nhp tng xng vi s n lc ca bn. Mc thnh cng ph thuc vo ch v cng lm vic ca bn S hu doanh nghip ring vi vn nh hoc khng cn vn Nhn c s h tr v o to ca cng ty m bn tham gia Mi ngi thch mua hng thng qua h thng Bn hng trc tip Theo kho st gn y, 55% ngi M mua hng ho v dch v thng qua h thng Bn hng trc tip. T l ny ln hn c s ngi mua hng thng qua truyn hnh v mua hng trc tuyn cng li. Ngi ta cng nhn gi tr ca cc sn phm c cung cp bi h thng Bn hng trc tip v 45% ngi M mun mua hng thng qua h thng ny. Bn hng trc tip l ngnh kinh t ang pht trin Doanh s ngnh kinh doanh ny M tng gp i trong thp k trc vi mc 25 t USD. Cn hin nay, doanh s ton cu ln n mc 82 t USD. Nhiu ngi xut thn t mi tng lp, tui thnh cng vi Bn hng trc tip. 73% s lng ngi lm vic trong ngnh ny l ph n, 10% ngi M gc Phi, 6% ngi M Latinh, 3% l ngi chu , ngi M bn x hoc dn tc khc. Nhiu ngi lm bn thi gian, v sau th b cng vic chnh khi m thu nhp trong Bn hng trc tip ca h nhiu hn. Mun mt cho hng ... nhng cu chuyn l th Trong kinh doanh, vic cho hng sn phm lun c t ln hng u. Nu thc hin thnh cng qu trnh cho hng th sn phm s c khch hng bit n nhiu hn v cng vic kinh doanh cng s din ra tri chy hn. Tuy nhin, trong qu trnh cho hng cng c nhiu cu chuyn l th v i khi li l hot ng marketing hiu qu. Ngi bn hng khn ngoan Do b tnh nghi l phm ti nn mt nhn vin bn hng ca hng Formex ca Php b gii n c quan cnh st thm vn. Sau na ting, 3 nhn vin cnh st t trong phng thm vn i ra. Cc trng cnh st ht hm hi: Th no? hi c g cha?. Nhn vin cnh st ni: Khng c, chng ti cha hi c iu g c, nhng hn tiu th cho hng ca hn 2 t lnh v 4 chic qut. Th ra trong thi gian b thm vn, nhn vin bn hng kia c tnh chy l v ni ra r v nhng sn phm ca Formex khin cc vin cnh st cng kh chu n ni phi chp nhn mua sn phm ca hng nhn vin bn hng chu hp tc mt cht. Tham kho
162

Gim c khch sn Sheraton ti Nht Bn ang bun v lm n khng c tt. Mt hm, ng n hiu sch mua sch th thy trn tng hiu sch c dn biu ng: Tm bn c cho sch hay, tm sch hay cho bn c. Mt ng sng ln v lp tc chy v nh, nh ngi ta vit mt biu ng dn ln trn bc tng chnh din ca khch sn. Ngy hm sau, trc ca khch sn c rt nhiu ngi xm li ch tr, th ra biu ng vit: Tm ngi nghin cho ru ngon, tm ru ngon cho ngi nghin. Nh tm biu ng c o m khch sn Sheraton tr nn ni ting hn, khch hng v t m nn n khch sn nhiu hn v hin nhin doanh thu khch sn cng tng theo. Gi lm ngi ngc Mt khch hng hi ch ca hng tp phm Betamy, London, Anh rng: Tha ngi, trn qung co t knh ca ngi vit sai ch ci, hn na, ng php khng thng, chng nh ngi li khng ch ?. Ch ca hng ni: Chng cn qu khch ni, vit th ny ngi ta tng ti l thng ngc nn n y mua hng cho r! Cm n qung co lm cho kinh doanh ca ti ngy cng pht t. Qu tht, rt nhiu khch v ch n tm qung co hi ngc nghch nn thng xuyn gh thm ca hng Betamy v ng nhin khi vo ca hng th h khng th khng mua mt mn g . Chin tranh tm l Trc ca hng Katara, Tokyo, Nht Bn, chuyn bn dng cho ph n c mt ng hng ho ba bi, n khch hng lt i lt li nh ang tm hng g cn thit cho mnh. C ngi hi ch ca hng: Ti sao khng sp xp hng ho cho ngay ngn?. Ch ca hng tr li: B tng ti in sao? Nu ti sp xp hng ho trong ca hng tht ngn np th h s khng hng th v s hng ho na. Th ra ch ca hng nh ng tm l ca ph n khi i mua hng l mun tm kim tht k nhng mn hng trong s v vn mn hng. Chnh s thch th m nhiu n khch hng lun thng xuyn gh thm ca hng Takara. (Bwportal.com - theo Times) Ngh thut m phn gi vi khch hng C rt nhiu nguyn tc trong vic bn hng, nhng c mt nguyn tc hu nh khng bao gi sai, l: nu bn hng ton b s ch ca mnh vo gi bn ca sn phm hay dch v, th khch hng ca bn cng s lm y nh th- tc l ch tp trung vo yu t gi c. Tr khi bn c th lm cho sn phm ca mnh khc bit vi sn phm ca i th cnh tranh, th ch sn phm vi mc gi thp nht mi c th bn chy. Gi c lun l vn quan tm ln nht ca khch hng v i khi khch hng c nhng phn ng v gi m khng phi ngi bn hng, hay thm ch nh sn xut no cng c th gii thch tho ng. Cha kho trnh phn ng l to iu kin cho khch hng bit h s nhn c g t khon tin m h b ra.
163

Bart McConley, gim c ph trch bn hng ca tp on Warnock Automotive, M, cho rng: Nu ai khng bit v phn ng gi v m phn, l ngi ang iu hnh mt ca hng bn xe hi thnh cng. Cch x l v phn ng gi ca anh ta l g? Tt c l vn nhn thc- anh ni. Nhiu ngi bn xe hi h gi ngay ti im bn xe, thm ch trc khi khch hng bc vo xe. Lc , khch hng s b qua iu g ngh v nhng gi tr m h nhn c? Quan im ca McConley rt ng. Di y l 4 iu chng ti hc c t s phn ng ca khch hng v gi bn ca sn phm: 1. Bn bng gi tr tht ca sn phm ng bao gi mnh ri vo tnh th phi xin li v gi sn phm ca bn c iu g cha hp l. Hy xc nh ng gi tr ca sn phm v trung thnh vi n. Bn ch c th lm c iu nu c thng tin h tr cn thit i vi gi ca bn. Bn phi lun c t nht 3 l do chnh lm cho sn phm ca bn tr thnh duy nht phn bit bn vi i th v lm cho sn phm ca bn thm gi tr. Mc ch ca bn l gip khch hng hiu c gi tr tht ca nhng g m bn bn cho h. 2. Cn thn vi vic gim gi Bn ch nn tic nhng khch hng khng thy c gi tr ca bn, thm ch hy trnh xa h nu c th. Nu bn ch c mt khch hng tim nng, bn s mun lm mi vic bn c hng cho h, d c phi gim gi bao nhiu chng na. Nhng khi bn c nhiu khch hng tim nng hn, bn s thy rng nu khng bn c cho ngi ny th bn cho ngi khc. Cn nu bn lin tc h gi, khch hng tim nng s nhanh chng nhn ra l bn ang nh gi thp khng ch sn phm ca bn m cn c chnh cng ty bn na. 3. Bit khi no cn thng lng V d bn ang chun b gii thiu mt sn phm mi, th yu t gi thp c th gip sn phm xm nhp th trng vi c may thnh cng cao hn, ng thi gip cho thnh cng ca bn bn vng hn. Khi , nu mt khch hng ng mun mua s lng ln, th bn cn m phn v gi sao cho cng ty khng b thit thi, m vn phi gi c khch hng. Tuy nhin, s linh ng v gi nn da vo mi quan h di hn v c li cho c hai bn. 4. T tin C th khch hng ca bn s hi: Nu ti phi tr cho bn nhiu hn so vi cc hng khc mua sn phm ca bn, vy th ti s nhn c g t khon chnh lch ny?. iu then cht y l bn cn ch ra c gi tr vt tri ca sn phm, nhng u im m i th khng c. Hy thuyt phc sao cho khch hng tin tng bn, lm cho h cm thy thoi mi hn khi giao dch hay cng tc vi bn. S qu quyt ca bn chnh l cng c quan trng nht m bn c gii to nhng thc mc hay phn ng v gi, cng nh ti thi im cn m phn v gi. Nu bn c tnh quyt on vt qua ni lo s lm mt khch hng, bn c th gip cng ty ng u
164

vi bt c phn ng v gi no. Bn hy tin chng ti, tnh t tin lun dn ti thnh cng, c bit nhng ni gi c c quan tm. Nhng Ngi Khng L trong lnh vc bn hng Tc gi:Bizpro Group C bn ngi n ng thay i cch thc bn hng ca chng ta. Chc chn l bn bit tn mt trong s h: Dale Carnegie. Nhng bn c bit ba ngi kia khng? l: John Patterson, Elmer Wheeler v Joe Girard. Nu bn cha bit th y s l c hi bn hc hi t nhng con ngi thnh t ny. Nhng ngi ny c bit n khng ch nh k nng bn hng xut sc ca h, m cn bi kin thc qu gi m h li cho ngh bun bn. Mi ngi li c nhng ng gp trong nhng lnh vc bn hng ring r m bn c th lnh hi v p dng trong thc t. Phng php bn hng c nh hng qu trnh: s thm nhp ca John Henry Patterson trong cng ngh bn hng c tn ct gim chi ph nhn cng (my thu tin) vo cui th k 19 gip ng pht trin mt phng thc bn hng c h thng m hin nay vn c s dng nh mt hnh mu. Phng php bn hng c iu phi bng cc mi quan h: Dale Carnegie khng cn bt k li gii thiu no. Cun sch c nh hng ln ca ng c tn Lm th no tranh th c bn b v thuyt phc mi ngi c xut bn hn 70 nm trc v l mt chun mc cho nhng ngi bn hng, trong ng nhn mnh tm quan trng ca vic pht trin mt mi quan h, bn cnh cc n lc bn mt sn phm no . Tip cn bng ngn ng: Elmer Wheeler khng phi l mt ci tn qu n tng, nhng ng li mt cu ni thc s n tng: ng bn ming tht nng, m hy bn ting xo xo hp dn. ng tr thnh mt nhn vt uy tn trong vic s dng chnh xc ngn ng bn hng. Phng php chin lc: Joe Girard tng c thi k b ri vo khng hong, nhng cui cng ng vt qua v bn c nhiu xe hn so vi 95% cc nhn vin bn hng Bc M. ng c ghi tn vo sch Guiness Th Gii vi danh hiu ngi bn hng thnh cng nht. ng hon thin k thut bn hng to ra nhng nhn vt lnh o xut sc.

Trong khun kh bi vit ny, chng ti s gii thiu vi bn nhng cch thc to lp quan h v xy dng mi hp tc vi khch hng tim nng mt trong nhng b quyt khin Dale Carnegie thnh cng trong lnh vc bn hng:
165

1. 1.

Hy l chnh mnh. ng c hnh ng rp khun theo ngi khc, bi v bn khng phi l h. Nu bn lm th, bn ang thiu trung thc hoc ang mc sai lm. Bn c th lng nghe vi nim say sa v s nhit thnh khi mt khch hng tim nng ni v chuyn i gn y ca anh ta n tham d mt cuc trin lm xe hi no , ngay c khi cuc ua xe i vi bn cng ng ght nh vic bn phi n nha s cha rng vy. Hy nh rng - l cu chuyn ca anh ta. Nhng ng c t ra l mt ngi tt bng v quan tm gi to, nu thc s bn khng cm thy nh vy. Hy n mc n gin v ph hp vi ngh nghip ca bn, eo mt chic ng h tt v i mt i giy sch. Gim thiu dng trang sc. Tp trung ch vo khch hng ch ng qu cu k trong trang phc ca bn. Hy t ra thng thn. M rng vng tay, nhn thng vo mt i phng, v ni vi h bn rt vui v vinh hnh c quen bit h. Hy dnh mt giy nhn lt qua cn phng ca h. Bn c tm thy du hiu g th hin rng h c chung s thch vi bn khng? Nhng bc nh gia nh hay th tiu khin no ? Nhng gii thng m h ginh c? Hy tm mt ci c nho nh cho cu chuyn ca bn. Hy th m u theo kiu: Ti thy l bn thch nh golf. Gn y ti cng chi v mi sa chic gy ca ti. Ha ra chic gy c b ngn khong 1 inch. Tho no m ti khng th nh trng bng. Bn hay chi u? hay i loi nh th. Nu bn thc s khng tm thy s thch chung hay mi lin h c nhn no, hy tm mt mi lin quan ngh nghip. Lun n nh sn mt hn nh thi gian ngay t u bui gp, k c ni chuyn qua in thoi cng nh trao i trc tip. Hy hi khch hng: Ti cho rng bui gp ca chng ta s ko di khong mt gi, liu iu c tin cho c khng? Chng ta s tho lun xong mi vn lc 2h chiu. Bn ng c chng t rng bn nm vng mi thng tin v doanh nghip v lnh vc ca khch hng nh vic c bo co thng nin ca cng ty. Ngc li, bn s gy n tng mnh hn nu bn bit i thi c th hin nhng kin thc ca mnh bng vic a ra nhng cu hi sc so, sau khi bn thit lp c mi quan h thn thin. Khi khch hng ni, bn hy lng nghe. Hy nhn thng vo anh ta. Hy gt u. V ng ngt li. Nu bn mun ghi chp, hy xin php h trc, bi v a s mi ngi thng khng thch c ai ghi chp nhng iu h ni vic ging mt cuc hi cung hn l i thoi. Khi i phng trnh by quan im ca h, hy nhm m
166

2.

3. 4.

5.

6. 7.

8.

9.

n ba trc khi bn a ra kin phn hi. Hy n li nhng g anh ta ni. Hy cho anh ta c th. Hy anh ta thy bn lng nghe anh ta bng vic dng li lnh hi nhng iu anh ta va ni. 10. Hy gi s bn l mt phng vin ang lm nhim v phng vn mt thng nhn. Bn s dng nhng cu hi g khuyn khch h ni chuyn? Bn s s dng ng tc hay ngn ng c th no t ra mnh l mt nh phng vn chuyn nghip? Nhng phng vn vin truyn hnh nhn nhng ngi h phng vn nh th no? Lm th no h c th gi s quan tm m khng cn dng li ni? 11. Sau khi nghe, hy ni ra suy ngh ca mnh. l du hiu quan trng nht ca mt mi quan h nghim tc thc s. Bn hng l mt cng vic i hi tri thc, v nu bn khng nhy bn, dng cm, kin tr, bn s khng th thnh cng. Nhng k nng c xut trong bi vit ny u c kim nghim v ng dng rng ri trong lnh vc bn hng. Nhng nguyn tc m bn ngi khng l khm ph vn t ra hu ch trong thi hin i, bi chng bt ngun t nhng tm l c bn ca con ngi. Khng t nhng ngi thnh t trong cng vic bn hng tha nhn nh hng ca chng, v h thng xuyn s dng cc nguyn tc ny trong cng vic kinh doanh. V h s dng chng gip khch hng ca mnh. (Dch t Advisortoday)

Phn 7
Nhng nguyn tc tr thnh ngi bn hng hng u (Phn I) Tc gi:Phng Thy Hot ng bn hng c mt mt s quy tc rt my mc: chun b cc cuc hn gp, xc nh bi cnh v nhu cu, nhng im mnh, im yuNhng hn tt c, ti nng ca ngi bn hng vn ng mt vai tr quan trng, Christophe Blanchard, Tng gim c Seventic, chuyn gia trong lnh vc thng mi nhn nh. V ti nng khng hon ton l bm sinh, n c th xut hin khi bn c rn luyn. Danh sch khch hng ca bn phi c pht trin cng vi h. Nu mt khch hng thay i v tr cng vic, hy ghi li v tr mi m anh ta m nhim ng thi tn ngi k nhim v tr c ca anh ta. Mt li khuyn cn bn nhng rt quan trng: i vi mi khch hng bn cn phi ghi y cc thng tin nh s in thoi, e-mail, a ch v c tn ngi tr l ca anh ta. Ngoi ra bn cng nn ghi nh c im c tnh ca tng ngi nh thi quen, cch x x, tnh cch, quan tm ti gi c hay cht lng, nim say mng do d khi lu d liu lin quan ti khch hng nhiu ni: s tay, in thoi, my tnh. Sau hy lin h u n vi khch hng, ngoi vic bn hng, xy dng
167

mi quan h tin tng di lu. Mi ln tip xc, hy mang n cho h nhiu thng tin mi v li khuyn khi s dng sn phm. T chc thi gian S thm d, theo di, bo co, cc cuc hnThi gian biu ca mt nhn vin thng mi thng xuyn thc s cng thng. tit kim thi gian, hy tm cch ti u ha l trnh ca bn, iu ny cng s gip bn hn ch s mt mi. i vi cc nhn vin thng mi, c th ti u ha s di chuyn v thm c mt cuc hn mi ngy m khng khin h vt v thm, Alain Duneufjardin, hiu trng ca mt trng i hc Php cho bit. Mt khc, s linh hot ca ngi bn hng cho php phn bit, trong khng gian v thi gian, cng vic v cuc sng ring t. Hy chm ch theo di v t ra cho mnh nhng gii hn khng b cng vic cun i. Chun b cc cuc gp Mt trong nhng cuc mua bn kh khn nht ca Frdric Bizet, nhn vin thng mi ca Promoplast l do khu chun b ti. Anh ta ti gp khch hng m khng bit v khch hng ny ang c tranh chp vi cng ty v vic cha c thanh ton ha n. trnh nhng tnh hung tng t nh trn, Christophe Blanchard dnh ra khong na ting chun b mt cuc hn. c trang b rt tt (in thoi thng minh, my tnh xch tay), anh nhanh chng tip cn c nhng thng tin cn thit. Blanchard s dng nhiu cng c tm kim trn Internet. Procter, mi nhm nhn vin thng mi c cung cp mt cng c tng hp th trng, thi quen ca ngi tiu dng, nhng cng c khuych trng mi cn thit. Chm cht b ngoi Vn v b ngoi cng cn c ht sc ch trng bn khng bao gi c v cao hn ngi m bn nh gp. i vi Nicolas Seigneurin, Gim c thng mi ca h thng Com.Plus Php, chuyn gia m rng thng mi, trong lnh vc cng nghip, con ngi khng cn qu quan trng vo nhng b qun o vi c vt nghim chnh. ca hng, ti mc qun jean v o s mi, nh nhng ngi qun l cc gian hng. Ngc li, khi m phn mc quc gia, ngi ta khng th cho bn vo vi qun jean c. Khi bn phi di chuyn c ngy, ng qun s thoi mi, tin li. Thi gian ca l trnh rt quan trng, Graldine Blarel, gim c bn hng ca Procter & Gamble lu . Chng ta phi i li rt nhiu v c khi phi bt tay vo lm vic. V vy ti thng dng trang phc to s thoi mi, thun tin, tt nhin vn phi m bo tnh lch s, tn trng ngi i din. Tm s ti u Cn phi c kh nng t mnh vo v tr ca khch hng, Christophe Blanchard khuyn. Cn lun lun tm kim s h tng, cam kt i bn cng c li. Bng cch t ra ngay thng v trung thc, ngi bn hng to dng c nc thang tin tng u tin. Trong mt s trng hp phi bit nhn ra rng cch ca mnh khng ph hp d phi quay li ln sau vi sn phm tt hn. V lu di, l chin lc tt nht. Hn na chng ta trnh c tnh trng b ri vo b tc.
168

Thch nghi vi mi tnh hung Hy tin tng vo chnh mnh nhng ng bao gi t kiu. Cn phi bit lng nghe khch hng v t mnh vo v tr ca h. Mt ngi bn hng gii c th xoay s c mi ni, ngay c trong nhng hon cnh kh khn nht, Christophe Blanchard nhn mnh. iu ny lm cho khch hng cm thy yn tm. Cn phi dm ngh dm lm, dn thn nhng vn gi c s tn trng. Ngi bn hng phi c cm gic thoi mi v yu thch nhng g h bn. a ra nhng chi tit nh nht Cn phi bit a ra nhng chi tit, v d nh ni vi khch hng v nim say m ca h, nhng ng thot ra khi khun kh ngh nghip. iu bin ti tr thnh bn ca khch hng nhng li lm ti mt i mt ngi khch, Christophe Blanchard phn tch. Hy quan st khch hng ca bn, cch n mc, mi trng ca anh ta ti nhn ra ngay lp tc nu khch hng ca mnh l ngi c t chc. Nu anh ta c phng php, cc l l s phi rt su sc. Nu anh ta khng phi l ngi ngn np, chng ti s tho lun b ngoi. Tt c nhng iu ny s gip bn c cch tip cn khch hng thnh cng hn. Ni n tin nong mt cch thng thn Theo Nicolas Seigneurin, Com.Plus, mt khch hng ni n chuyn tin nong ngay t u chnh l ngi khng c tin. Nhng ngi khc s tm hiu thng tin trc khi cp n gi c, v nhu cu ca h quan trng hn l chi ph. Ti khng c g phi che giu v gi c. Cn phi lun thng thn. Christophe Blanchard khng cn phi i ti cui bui ni chuyn v nu gi khng ph hp, khch hng s c cm gic b tc ot. Mt phn ba thi gian cui cng bn c th trao i v gi. Sau , mt cuc thng lng c th xy ra, c bit vi mt s kiu khch hng. Ti khng thch tranh lun nhiu v nu vic bn hng l mt ngh thut th gi c khng phi bn tn nhiu. m bo s theo di v bo co S tng hp, bo co tt cho php nh hng chin lc, s xc nh v tr v hnh ng ca doanh nghip p ng tt hn nhu cu th trng. Kh nng khi phc thng tin l mt im mu cht trong ngh nghip ca bn. Ti Procter, cc tiu ch t ti s thng tin trong ngh nghip c xc nh rt r, n ph thuc vo s hp thc ha kh nng v kt qu cng vic. i vi Graldine Blarel, Procter & Gamble, cn phi a ra thng tin tt vo thi im tt vi mt cch nhn phn tch. Bn cnh cng cn phi c s gii thiu ca cp trn. Tm li, cn phi bit giao tip, trao i vi chnh doanh nghip ca mnh h c th ghi nhn c thnh qu ca bn. (Theo Journal du Management Cn tip) Nhng nguyn tc tr thnh ngi bn hng hng u (Phn cui) Tc gi:Phng Thy Li khuyn t chnh nhng ngi bn hng thnh cng Thierry de Poncins, gim c bn hng khu vc ca Dassault Aviation: to mi quan h tin tng.
169

c o to thnh mt k s, ngi bn hng, v mt bng phi cng, Thierry de Poncins lm vic cho Dassault Aviation-hng hng khng t nhn hng u th gii t 9 nm nay. Hin ti, ng ang nm gi chc v gim c bn hng khu vc pha Nam chu u v n , bn my bay Falcon v cc dch v c lin quan (o to, bo dng, thit b thay th) cho khch hng, 70% l cc nh lnh o nhng tp on cng nghip hng u th gii, 30% cn li cho cc chnh ph v t nhn. Dassault ch c khong 20 nhn vin bn hng trn ton cu. Thierry de Poncins bn c trung bnh t 4 ti 6 chic Falcon mi nm, mt sn phm hng sang v c nhn ha cho tng khch hng, iu ny c ngha l cn ti 4 nm ch i. Gi ca nhng chic my bay ny ln ti nhiu chc triu euro. Chng ti khng th t cho php mnh mt mt mi hng. Mt s khch hng mang tnh chin lc v h c th to ra vic mua dy chuyn hay can ngn ngi khc khin h quay lng li vi sn phm ca chng ti. l marketing truyn ming. Mt khch hng thng dng mt chic my bay t 5 ti 10 nm, khi chng ti ngh mua li chic my bay ny bn cho anh ta mt chic mi. Khi nim trung thnh ha rt mnh m, mt s khch hng theo sut chng ti 35 nm qua. i vi Thierry de Poncins, mt khch hng khng bao gi ri vo tnh hung b mua. Vo nm 1999, ng gp mt khch hng Ty Ban Nha ti phng trng by Bourget mua mt chic Falcon. My bay ca chng ti khng th giao ngay c v chm ngy hn, th l ng ta quay sang mt i th cnh tranh ca chng ti. Sau khi tho lun, ng ta hy vic bn trc khi giao v mua mt chic Falcon, tt c trong t nht 1 nm. Rebelotte 2 nm sau cng trng hp tng t. Ngy nay, vic bn chic Falcon th ba ang c tin hnh tt. Mi khi Dassault Aviation mua li chic my bay trc , mt chnh sch rt c lng khch hng. Hng cnh tranh ca chng ti khng cung cp tt c cc thng tin v chic my bay ca h, iu m ti gii thch vi khch hng, bng ngn ng ca anh ta. Nhng ngi Ty Ban Nha l nhng ngi rt trung thnh i vi nhng ai m h cm thy tin tng. Mt s bn b tr gi cho ng nhng bt ng xu khi bt u s nghip ti Dassault Aviation. Cch y 8 nm, ti rt quyt tm c mt cuc hn vi mt khch hng ngi n ti mc lm ng ta kh chu v c ni n lin tc. Mt cuc gp khng din ra sun s v chng ti khng c chung nn vn ha, khng chung cch t chc. Sau 1 nm tho lun v thng lng, ng ny hi ti khi no th ng ch ca ti ti gp ng ta. Sau ng ta cho ti bit rng ng ta s khng mua sn phm ca chng ti. Tip , thng no ti cng ni chuyn vi ng ta m khng h cp ti vic mua bn. Ti ni vi ng ta rt chn thnh, ni vi ng ta nhng ci g ng, c bit v nhng sn phm ca cc i th cnh tranh. Chng ti hc cch hiu nhau v c hai bn u t c nhng im tch cc. Cui cng vic mua bn din ra vo nm nay, 2005. B quyt Khi mi sn phm u c cht lng rt tt, c bit l v mt k thut, s khc bit s ng vai tr quan trng. Dassault Aviation l hng hng khng t nhn duy nht Chu
170

u c tm nh hng rng ln, dn chu u rt nhy cm. Mt th mnh khc l s gn gi v khong cch. Bn thn ti c th ni nhiu ngn ng chu u, iu ny cho php ti gn gi vi khch hng hn. Bi l iu quan trng nht l to nn mi quan h tin tng v trung thnh, khng p t nhng phi cung cp c thng tin cho khch hng. Amal Hayatoun, Gim c d n quc gia ca hng NRJ Entertainment: Lin tc tip xc Amal Hayatoun c mt bng v Lut, mt v qun l. C y bt u s nghip ca mnh mt trong nhng chi nhnh ca NRJ vo nm 2002. Hin nay Amal l Gim c d n quc gia ca hng NRJ Entertainment. Chi nhnh ny ca Tp on NRJ cng vi nhiu mng khc ca tp on, c bit l NRJ Events-b phn chu trch nhim v truyn thng ca tp on, NRJ ID-cc sn phm phi sinh, e-NRJ-cc dch v Audiotel, in thoi, trang web, ti nhc v NRJ Music cho cc sn phm ngh thut, cc b su tp, album v a n. Mc tiu ca Amal l t c khong 600.000 euro doanh thu. kt thc c mt hp ng mua bn Amal mt t 1 ti 6 thng. Hin ti, Amal Hayatoun ang tin hnh mt hp ng tr gi 200.000 euro v s kt thc trong 4 thng ti. Thnh cngQua mt cuc hn vi mt khch hng tim nng, Amal bit c cng mt lc, v khch ny mi gi ti 3 cng ty. Amal quyt nh nm ly c hi ny v a ra xut trong mt tun. Cui cng c ginh c hp ng. V tht bi Sau khi tuyn dng c 4 thng, ti k c mt hp ng trang b n chiu sng cho Hi ng thnh ph Miami tr gi 50 000 la. Ta th chnh gi sc thanh ton trc khi lp t n. Tuy nhin mt rc ri ny sinh i vi t sc c pht hnh v n khng th lu hnh c Php. Cui cng cng ty b mt 50.000 la nhng Amal Hayatoun chng minh c kh nng ca mnh. B quyt V kh ch yu ca Amal l ch ng lng nghe. Ti trnh by li nhng g m khch hng ni chng t cho h thy rng ti hiu. iu ny c th khin h nhn thy ti khc bit. Phm cht chnh ca c y l tnh quyt on, tin tng vo kh nng ca bn thn m vn th hin c s tn trng vi ngi i thoi. Amal Hayatoun cng c nh gi l ngi c t chc v lm vic c phng php trong vai tr qun l khch hng. Alexandre Bizet, gim c ngnh hng ti Promoplast: Dm ngh, dm lm v bit quan st Bizet bt u s nghip ti mt cng ty kinh doanh hng thc phm. Vo nm 2002, anh c tuyn dng vo cng ty Promoplast, mt doanh nghip 250 nhn vin, sn xut v bn cc thit b h tr lin lc v y mnh bn hng, ch yu cho cc nh dc phm. Bizet l gim c khu vc Pari, Php. Vo nm 2002, khi c tuyn dng, lnh vc ca Bizet t 280 000 euro doanh thu. Vo nm 2005, anh vt qua c mc tiu ca chnh mnh v t 650 000 euro. Mi
171

nm, ti t c t 25 n 30% tng trng. Lng Bizet nhn c khong 50.000 euro mi nm trong mt na l lng c nh, phn cn li l tin thng. Bizet thch bn nhanh. "Ti ch cn gp mi nm mt khch hng tim nng v mt mt na tun tin hnh hp ng!" Bizet c bit nh ci ngy m anh ta k hp ng vi khch hng trn chnh chic xe ca mnh. Anh chun b cuc gp vi mt khch hng ca mnh. H nhanh chng t c tha thun ch vi pht u ca cuc hn. Bizet chun b cuc hn rt tt v khch hng ch vic k vo . Nhiu khch hng khng cm thy thoi mi, thng xuyn v h khng c thi gian. Nu h ui chng ta ra khi ca chnh th cn phi bit leo vo theo li ca s. Khi nghe thy ci tn Promoplast mt khch hng nhanh chng t chi, khch hng ni anh ta khng mun nhn thy v khng mun nghe thm. Sau mt vi pht, Bizet quyt nh quay li. Tin rng tt c tht bi, anh ta ch thc s mun bit ti sao c s gin d nh vy.Trn thc t, khch hng ang c tranh chp vi Promoplast v chuyn thanh ton. Anh ta cho rng cc ha n qu cao v khng cn tin tr na. Hai ngi cui cng t c mt tha thun v khng phi ra ta. Hin nay, cng ty ca anh ta n nh. l mt khch hng m chng ti khng h mun nh mt. B quyt Cn phi coi vic mua bn nh mt cuc chi. Cn phi bit dm ngh, dm lm cn phi c s can m. Alexandre Bizet l ngi rt ham hc hi v bit quan st. Khi ti nh mt khch hng, Bizet thng quan st tt c mi th. Sau Bizet cho h bit mnh hiu hot ng ca khch hng v ang tm cch hiu r hn. Graldine Blarel, Gim c bn hng ca Procter & Gamble: Lm cho khch hng bit c m 12 nm lm vic ti Procter & Gamble, Graldine Blarel theo ui s nghip ca mnh trong lnh vc bn hng v va c thng chc Gim c bn hng. Vi 12 nm kinh nghim, hin nay c ang lnh o nhiu gim c n v (mi gim c n v qun l khong 6-8 nhn vin bn hng). Procter & Gamble kinh doanh rt nhiu sn phm khc nhau gm cc loi bt git, m phm chm sc dnh cho tr em hoc cc sn phm v sinh cho ph n. Blarel bt u lm vic ti P&G vi v tr qun l 50 ca hng v t c doanh s trung bnh 20 triu euro mi nm. Mt con s nm trong phm vi chun mc ca Procter. Graldine Blarel nh li mt t khuych trng bn hng vo nm 1995. Mc tiu ca ti l t chc s kin trong mt siu th ln. Ti chun b rt k, c bit lu ti doanh thu theo tng loi sn phm v mc tiu ca gim c gian hng m doanh s ca h khng c tt so vi ton vng. Chng phi c t ngang vi nhng nhn hiu mnh. V vy ti xy dng s kin theo nhng mt hng m c s km hn so vi cc nhn hiu nh Ariel, Pampers, hay Monsieur Propre. Ti cng t chc thm mt s ngy to s ch trc ca gian hng. V cui cng, doanh thu ca ca hng tng 6% trong 3 thng.
172

Cng thi k , Graldine Blarel cng phi m bo mc tiu bn hng ca gian hng ti Grenoble, Php ng thi tham gia mt cuc thi chn ngi bn hng gii nht. Ti tp trung vo mc tiu chin thng m nh mt mc tiu lin quan ti gian hng ti Grenoble. Cui cng trng gian hng phn nn vi ti mi th khng c ci thin. Mt thi gian sau, ti gii thch vi anh ta rng iu g xy ra v chng ti hp tc rt tt vi nhau. B quyt im khc nhau c ghi nhn l mt ngi bn hng trong mt iu kin c th v thng ip m anh ta c th a ra. Khi ti chun b bn hng v khi ti bn hng, ti t mnh vo v tr ca ngi mua v ca ngi ch gian hng. Anh ta gp hng chc nh cung cp mi ngy, v vy ti mun lm cho anh ta bit c m, k cho anh ta mt cu chuyn hn l c thuc lng bi din vn ca mnh, v coi trng nguyn tc c hai cng c li. (Theo Journal du Management) Ngh thut m phn gi vi khch hng C rt nhiu nguyn tc trong vic bn hng, nhng c mt nguyn tc hu nh khng bao gi sai, l: nu bn hng ton b s ch ca mnh vo gi bn ca sn phm hay dch v, th khch hng ca bn cng s lm y nh th- tc l ch tp trung vo yu t gi c. Tr khi bn c th lm cho sn phm ca mnh khc bit vi sn phm ca i th cnh tranh, th ch sn phm vi mc gi thp nht mi c th bn chy. Gi c lun l vn quan tm ln nht ca khch hng v i khi khch hng c nhng phn ng v gi m khng phi ngi bn hng, hay thm ch nh sn xut no cng c th gii thch tho ng. Cha kho trnh phn ng l to iu kin cho khch hng bit h s nhn c g t khon tin m h b ra. Bart McConley, gim c ph trch bn hng ca tp on Warnock Automotive, M, cho rng: Nu ai khng bit v phn ng gi v m phn, l ngi ang iu hnh mt ca hng bn xe hi thnh cng. Cch x l v phn ng gi ca anh ta l g? Tt c l vn nhn thc- anh ni. Nhiu ngi bn xe hi h gi ngay ti im bn xe, thm ch trc khi khch hng bc vo xe. Lc , khch hng s b qua iu g ngh v nhng gi tr m h nhn c? Quan im ca McConley rt ng. Di y l 4 iu chng ti hc c t s phn ng ca khch hng v gi bn ca sn phm: 1. Bn bng gi tr tht ca sn phm ng bao gi mnh ri vo tnh th phi xin li v gi sn phm ca bn c iu g cha hp l. Hy xc nh ng gi tr ca sn phm v trung thnh vi n. Bn ch c th lm c iu nu c thng tin h tr cn thit i vi gi ca bn. Bn phi lun c t nht 3 l do chnh lm cho sn phm ca bn tr thnh duy nht phn bit bn vi
173

i th v lm cho sn phm ca bn thm gi tr. Mc ch ca bn l gip khch hng hiu c gi tr tht ca nhng g m bn bn cho h. 2. Cn thn vi vic gim gi Bn ch nn tic nhng khch hng khng thy c gi tr ca bn, thm ch hy trnh xa h nu c th. Nu bn ch c mt khch hng tim nng, bn s mun lm mi vic bn c hng cho h, d c phi gim gi bao nhiu chng na. Nhng khi bn c nhiu khch hng tim nng hn, bn s thy rng nu khng bn c cho ngi ny th bn cho ngi khc. Cn nu bn lin tc h gi, khch hng tim nng s nhanh chng nhn ra l bn ang nh gi thp khng ch sn phm ca bn m cn c chnh cng ty bn na. 3. Bit khi no cn thng lng V d bn ang chun b gii thiu mt sn phm mi, th yu t gi thp c th gip sn phm xm nhp th trng vi c may thnh cng cao hn, ng thi gip cho thnh cng ca bn bn vng hn. Khi , nu mt khch hng ng mun mua s lng ln, th bn cn m phn v gi sao cho cng ty khng b thit thi, m vn phi gi c khch hng. Tuy nhin, s linh ng v gi nn da vo mi quan h di hn v c li cho c hai bn. 4. T tin C th khch hng ca bn s hi: Nu ti phi tr cho bn nhiu hn so vi cc hng khc mua sn phm ca bn, vy th ti s nhn c g t khon chnh lch ny?. iu then cht y l bn cn ch ra c gi tr vt tri ca sn phm, nhng u im m i th khng c. Hy thuyt phc sao cho khch hng tin tng bn, lm cho h cm thy thoi mi hn khi giao dch hay cng tc vi bn. S qu quyt ca bn chnh l cng c quan trng nht m bn c gii to nhng thc mc hay phn ng v gi, cng nh ti thi im cn m phn v gi. Nu bn c tnh quyt on vt qua ni lo s lm mt khch hng, bn c th gip cng ty ng u vi bt c phn ng v gi no. Bn hy tin chng ti, tnh t tin lun dn ti thnh cng, c bit nhng ni gi c c quan tm. (Bwportal.com) Nhng quan nim sai lm v ngh bn hng Bn hng l mt cng vic khng th thiu trong bt c hot ng kinh doanh, thng mi no. Tuy vy, phn ln cc ch cng ty nh ngy nay khng phi l ngi c kinh nghim v lnh vc ny, trong khi s ngn sch dnh cho vic tuyn dng cc chuyn gia bn hng siu hng li kh eo hp. Nhng bn cng khng cn phi qu lo lng khi tm cch a cng ty mi thnh lp ca mnh vn ti thnh cng. Tt c nhng g bn cn lm ch l ph v mt vi khun mu truyn thng c thit lp t hng trm nm nay to ra nhng bc t ph k diu trong hot ng bn hng.

174

C nhng suy ngh lch lc kh nguy him xoay quanh ngh bn hng. Khng t ngi cm thy chn nn khi li nhun gim st, kinh doanh suy thoi nn thng vin ra mi l do t bo cha cho mnh. Nu bn tin vo nhng ngi bn hng nh th, bn c th ang ph hoi cc hot ng kinh doanh ca chnh mnh mt khi thi t thn tiu cc lan truyn rng ri trong cng ty bn. Do , bn hy mi th c hin hu r rng v hp l trong suy ngh ca bn thng qua vic tm hiu nhng quan nim sai lm tai hi nht lin quan n hot ng bn hng. Quan nim th nht: Ch nhng ngi mm mp mi c th bn c hng. Trn thc t, nhng ngi n ni nhanh nhu thng khng phi l ngi bn hng thnh cng. Nhng li l trn tru, khn kho ca h c th gy ra mt danh ting khng my tt p, bi v khch hng ca h c th cm thy mt sc p no , s thiu trung thc, thiu s quan tm v thin ch. Mt ngi bn hng bit lng nghe s c c doanh s bn hng cao hn so vi mt ngi ni ht phn ngi khc. Trong v tr mt ngi bn hng, khi bn khng ch lng nghe, bn s khng th bit c thng tin v c nhn khch hng, v cng ty v v nhng u tin ca h. Bn cng s khng th nm bt c cc nhu cu, mong mun hoc nhng vn khch hng cn bn khon, do vy cc c hi bn c hng ca bn cng s gim dn vi thi gian. Quan nim th hai: Hot ng bn hng l cuc chi ca nhng con s. Da trn nhng biu hin bn ngoi th hot ng bn hng thc s l cuc chi ca nhng con s - bn cng lm vic chm ch bao nhiu, bn s cng kim c nhiu tin by nhiu. Ngi qun l b phn bn hng lun b m nh bi nhng con s: bao nhiu cuc in thoi cn gi, c bao nhiu khch hng mi, bao nhiu cuc hn, doanh s bn hng trong thng ny l bao nhiu... Nhn vin bn hng phi in v bn giao hng ni cc biu mu vo cui mi ngy lm vic. chnh l cch cc cng ty gim st hot ng ca b phn bn hng ca mnh. Tuy nhin, thc t li cho thy rng cng vic bn hng lin quan n con ngi nhiu hn l cc con s v n ging mt cuc chi tr tu hn l tr chi c bc. Vic bn hng cng c mi lin h mt thit vi cc nghin cu, thng tin v giao tip thng mi. Qu tht, bn hng khng phi l cuc chi ca nhng con s. Quan nim th ba: S thng trm trong bn hng l khng th trnh khi. Cng vic bn hng s thng tin u n v n nh, nu bn bit tun th mt quy trnh lm vic hp l, thay v p dng cc phng hng cha c kim chng no . S thng trm trong hot ng bn hng ch xut hin khi bn khng c cc mc tiu c th. Hu nh tt c cc ngnh cng nghip u rt d gp phi tn tht v s bin i theo thi

175

v. Cng nh nhiu yu t khng thun li khc, cc bin i ny th th trnh c nh vic ln k hoch mt cch chun xc. Cho d mi ngi xung quanh bn c ni g i na, th khng c mt thi im no c coi l thc s ti t c. Lun c nhng c hi mi dnh cho ngi c quyt tm tm kim chng. Bn th hnh dung mt kch bn nh sau: trong khi cc cng ty than phin v vic c qu nhiu ngi xin ngh php i ngh mt trong thng by, th bn hy nm trong s nhng ngi vn li lm vic. Nh th bn vn m bo doanh thu, li c thm c hi tip xc vi nhiu khch hng tim nng, cha k bn s c thm im cng khi cng ty thng chc hay tng lng cho nhn vin. Quan nim th t: Trong bn hng, mt ln khch hng bc b hay t chi l mt ln chng ta cm thy mnh thp km Trong s hng triu nhn vin bn hng chuyn nghip trn ton th gii, chc chn rng mi ngi trong s h u c nghe cu ni: Khng, cm n! nhiu hn bt c ngi no khc no khc c nghe. Nu h n nhn iu ny vi ngh rng nh th l bn thn h c phn thp km hn mi ngi, th chc chn chng ta s cn n nhng bc s tm thn c bit ch phc v cho ci ti c nhn mo m ca nhng nhn vin bn hng. S ph nhn ch thc s l iu ti t, nu bn quyt nh rng s khng hi hc bt c iu g t cc tnh hung tng t. Kinh nghim cho thy mi ln khch hng t chi l mt ln bn c c hi mi pht huy k nng bn hng ca mnh. Quan nim th nm: Bn hng l mt ngh nghip khng c tng lai vi rt t c hi thng tin. Bn c bit rng 85% cc nh lnh o v ch doanh nghip ngy nay tng l nhn vin bn hng? H tng trc tip mang sn phm mu hay gi in thoi cho hng v gii thiu v sn phm, cng nh tng phi ng u vi s lnh nht v phn i t pha khch hng. Ngy nay, phn ln trong s h ang v tr v ch tch, CEO hoc gi nhng chc v qun tr cao cp khc. Bn hng qu l mt cng vic ch c th dn n ng ct, nu bn nhn nhn rng s kt thc ny chnh l chic gh lnh o ca mt cng ty hay tp on no y. Lm du trm h l cu thnh ng miu t trung thc s kh khn ca cng vic bn hng v tiu th sn phm ngy nay. Bn hy trnh xa cc quan nim sai lm trn v to ra nhng bc t ph mi trong hot ng bn hng ca mnh, bi chnh l mt v kh li hi gip bn thnh cng khi ly c nhng ng tin t ti ca khch hng v cho cng ty ca bn.
176

(Dch t Entrepreneur) Bn c bit cch qun l chin dch bn hng? Mc d mi chin dch bn hng u c nhng c im ring bit, nhng c mt vi hot ng lun rt cn thit i vi bt k chin dch no. Nhng hot ng , bao gm thm d, thu thp thng tin v gi i cc thng ip, s l trng tm trong n lc vn ti thnh cng ca bn. Mt s li khuyn sau y c th gip bn qun l chin dch bn hng ca mnh mt cch hiu qu hn: Ch trng u vo ca qu trnh bn hng Bn nn dnh mt na thi gian bn hng ca mnh vo vic iu tra, thm d khch hng. Vic xc nh nhu cu th trng v vch ra nhng vin cnh kinh doanh s rt quan trng trong vic nh hng hot ng bn hng ca bn. N m bo rng bn lun c c nhng knh thng tin c cht lng v khch hng v th trng, t chun b cho mnh nhng bc i nhm hon thnh mc tiu bn hng ra. Ngy nay, khch hng c sc mua kh cao v ngy cng coi trng cc yu t cht lng, dch v, hnh nh, trch nhim x hi v s thun tin. cng l nhng nhn t nh hng ch yu trong quyt nh mua sm ca ngi tiu dng. Mc d vy, tm quan trng ca gi c khng nn b xem nh. Khch hng c th vui lng tr mt mc gi cao hn nu nhng yu cu ca h v cht lng, dch v, hnh nh, v s thun tin c p ng. Tuy nhin iu ny khng em li thnh cng thc s v n nh, bn khng c qun rng s cnh tranh khc lit lun t gi c di mt p lc v hnh v lin tc. V th gi c vn s l nhn t quan trng, ng thi l nhn t quyt nh u vo ca chin dch bn hng. Bn nn phn u t c mc hiu qu cao trong sn xut c th a ra mc gi thch hp nht. Thu thp thng tin Trc khi bt u bn hng, bn nn thm d khch hng bng cch lp danh sch cc yu cu ca khch hng i vi sn phm ca mnh v sau , trong qu trnh bn hng bn c th tng bc iu chnh cho ph hp vi thc t. S rt hu ch nu bn bit tn dng mi mi quan h m bn ang c. Bn hy n lc ht sc tm hiu xem khch hng mun g, cn g khi mua hng. C th ch l mt cuc gi in thoi hay mt bui hn gp, nhng nh , bn s hiu c tng tn tnh hnh th trng, nhu cu, mi quan tm v s thch ca khch hng. Ngy nay, hu ht cc gia nh u c in thoi, v vy phng vn qua in thoi l phng php hu hiu cc cng ty nh Microsoft, Ford, Dell Computer hon thnh ni dung ca bng cu hi. Cc nc Chu u nh Thy in c hn 900 in thoi/1000 h gia nh, mt s ni khc t l ny cn cao hn. Nh chi ph thp, t l phng vn bng in thoi tng rt cao (46%) trong nhng nm
177

gn y. c bit H Lan, t l phng vn qua in thoi cao hn nhiu so vi phng vn trc tip. Anh, t l phng vn qua in thoi chim 80%, Phn Lan- 11,2%, B o Nha- 33,6%. Chu nh Hng Kng, Hn Quc, t l ny ln ti 96%. Bn cnh vic thu thp thng tin trn th trng cng rt cn thit. Hin nay, ngnh cng nghip bn l ang phi i mt vi nhng cu hi c nh hng rt sng cn ti li nhun: Liu c nn p dng chin lc thng xuyn bn gi khuyn mi? Chin lc ny c th mang li li nhun cao hn so vi chin lc nh gi truyn thng hay khng?. Mt nhm cc chuyn gia kinh t ca trng i hc Chicago tin hnh nghin cu nhm tm ra li gii p cho cu hi ny. H thay i gi c ca 19 loi mt hng ti 88 ca hng thuc h thng Dominicks Finer Food Inc. Ti Chicago, chui ca hng ny c tnh c khong mt triu lt ngi n mua sm mi tun. Mt s ca hng p dng chin lc nh gi thng thng. Mt s ca hng khc li p dng chin lc thng xuyn bn gi khuyn mi. Trong cuc th nghim ny, cc nh kinh t thay i gi bn ca cc mt hng thit yu, bao gm bia, ng cc, thuc l, thc phm ng lnh, nc p tri cy, cc loi cht ty ra gia dng v nc ngt, ng thi h thay i gi ca 30% cc loi mt hng trn. th phn ng ca ngi tiu dng, ti cc ca hng p dng chin lc khuyn mi, gi ca cc loi mt hng ny gim xung 10% so vi gi thng thng, cn cc ca hng p dng chin lc nh gi thng thng, gi tng 10% so vi thng thng. Kt qu: cc ca hng bn theo gi khuyn mi tuy lng hng bn ra c tng hn cht t, nhng li nhun thp hn hn so vi cc ca hng p dng chin lc nh gi thng thng. Ni chung, cc nh kinh t c lng mc li nhun do cc loi hng k trn mang li cho cc ca hng nh gi khuyn mi thp hn khong 17% so vi ca hng nh gi theo kiu thng thng. Cc nh kinh t gii thch s khc bit v li nhun ny l do li ca cc mt hng khng gim gi em li. Cc mt hng khng gim gi tuy tiu th khng c nhiu nhng li mang li cho cng ty th kh ln, c th b p c chi ph. T kt qu ca cuc iu tra ny, cc hng bn l ra nhng chin dch bn hng ph hp v hiu qu nht. Gim st qu trnh bn hng ng nhng k hoch bn hng tht bi ch v nhng l do khng u. Sau khi chun b cc iu kin cn thit ca chin dch, bn cn lm sao cng vic bn hng din ra theo ng k hoch bn mong mun. y l mt cuc chi di, bn cn c tnh kin nhn v phi l ngi tin phong thc hin. V d, nu mt khch hng yu cu bn gi in li cho h, bn hy ghi nh ngy gi cho cuc gi mt cch cn thn. Nu bn ni bn s gi mt bn cho hng, hy lm vic vic ngay v ni vi khch hng rng bn s trc
178

tip gi in cho h tho lun v iu . Duy tr mi lin h thng xuyn vi khch hng, bn s rt thun li khi cc khch hng ln k hoch mua mt hng g . Ngoi ra, vic phi hp cc k thut b tr s c tc dng ng k i vi chin dch mua hng, mt khc, chin dch mua hng s cng t r hiu qu hn khi s dng nhiu k thut b tr. Chng hn, nu vic phn phi mu sn phm l cch ph bin mt hng mi, k thut ny s hu hiu hn nu i km vi cc phiu mua sn phm gim gi. Gillette thnh cng vi k thut ny khi h tung ra dao co SensorExcel. Hng chc ngn ngi tiu dng tm thy trong bao th gi cho mnh mt ti liu gii thiu sn phm, km theo l mt tm nhn ph sn keo. H ch cn dn tm nhn y ngoi thng th ca mnh l nhn c mu sn phm dao co. Ghi li mi th Hy ghi chp li mi bn bo co, kin ngh hay cc cuc in thoi t pha khch hng tin theo di v phn tch tng mi quan h nht nh vi cc khch hng tim nng khc nhau, qua hiu hn v h. Ghi chp li nhng g c thc hin v tnh ton nhng bc i k tip ca bn. Theo nh k - ngy, tun, hay thng, tu thuc vo bn cht cng vic kinh doanh - bn cn nh gi tnh trng chin dch bn hng c thc thi n u ri cp nhp hay chnh sa k hoch cho kp thi. C th ni, mt chin lc bn hng s khng th hon ho nu thiu cng vic qun l ph hp v linh hot. Bt c cng ty no cng u c khong thi gian u tin khi tung ra th trng sn phm mi. C nhng cng ty rt thnh cng, sn phm bn rt chy, nhng ngc li cng c nhng cng ty do khng c k hoch hp l v khoa hc khin sn phm thng xuyn m v khng chim lnh c th trng nh mong mun. Vn chnh nm ch sch lc v kh nng qun l cc chin dch bn hng khi sn phm mi c tung ra th trng m thi. (Dch t Yahoo Small Business) Ti liu bn hng- vit nh th no? Tc gi:Phan Thu Bn vit th c hay khng? Kh nng bin tp ca bn c xut sc? Bn rt gii ting Anh? Bn c ngh rng khi vit mt on gii thiu hay qung co n tng, bn ch cn ni vi khch hng rng sn phm ca cng ty bn c rt nhiu u im vt tri, rng chng rt tt, rt c ch mt cch chuyn nghip l ? khng, tht sai lm nu bn c nh thc hin theo cch ! y, yu t quan trng nht nm kh nng thuyt phc ca ti liu bn hng m bn vit. Quy tc vng ca cng vic vit qung co l: Khng c quy tc vng no c!
179

Hu ht cc qung co thnh cng u c thc hin theo nhng nguyn tc cn bn. Tuy nhin chng ta ch nn s dng chng tham kho. Nguyn tc c t ra l vi phm, bi v nu khng s chng c ch cho s sng to v i mi. Song vic ph v nhng quy tc c bn, nhng ch dn gio khoa c th l mt hnh ng rt liu lnh. S liu lnh trong qung co c th mang li nhng thnh cng ngoi sc tng tng, nhng i lc li l nguyn nhn ca tht bi v lng ph ngn sch. V th, bn hy c da trn nhng kinh nghim v kin thc tch lu v hc tp c, nhng ng qun yu t sng to trong . Di y l mt s nguyn tc c cc chuyn gia qung co s dng t thu x hi cn cha c khi nim g v qung co. Chng gip h thnh cng, v hy vng rng chng cng s l nhng ch dn hu ch v hiu qu bn tham kho: Nn tng ca mt qung co thnh cng Ta gy s ch i vi khch hng Ph cn cng c thm phn tiu Hnh nh hoc tranh minh ha phi nhn mnh li ch m ta nu

Ni dung c vit tht hp dn vi nhim v dn dt v gi tr t m ngi c mun xem tip nhng phn sau Phn tip theo nhn mnh li nhng li ch ca sn phm, dch v ang ni n

on cui ni vi khch hng v nhng thit thi, nu khch hng b l cho hng ca bn Kt thc bng vic khuyn khch s hng ng (mua hng ngay). Phn vit thm c th nu nhng l do b sung thuyt phc khch hng t hng v cng c li mt ln na ni dung cho hng Biu tng ca cng ty (hu nh) lun lun t cui trang vit, tr trng hp l mt webpage. Cu trc ny gn nh lun c p dng i vi hnh thc th cho hng trc tip (cng thm cc th thut tip th khc trong chng trnh bn hng ca cng ty). Vic thc hin trang Web c th c nhng khc bit nh v k thut, song ni chung cng cn tun th nhng nguyn tc tng t. Bn hy lun nh yu cu ca ti liu bn vit phi gi ln khch hng s ch (Attention), kch thch s quan tm (Interrest), to kht khao c c sn phm hay dch
180

v (Desire) v cui cng l thi thc hnh ng mua hng (Action), hay cn gi l nguyn tc AIDA. Vn l AIDA! i vi i tng tip nhn, bn phi: ginh ngay c s ch , dng tt c nhng mi quan tm khc ca h h ch tp trung vo iu bn ang truyn ti; khin h phi suy ngh cn nhc n iu bn ni; lm sao h cm thy rng cho hng ca cng ty bn l v cng c bit, rt ng quan tm, rng y l c hi ngn nm c mt v h s phi hi tic nu b l c hi ny. Hy bin m c ca bn thnh hin thc ngay hm nay, Hy bn b phi ghen t khi h khng c s hu mn hng ny nh bn v nhng thng ip tng t. Tm li, ch vi 24 ch ci trong tay, nhng nhim v ca bn l thuyt phc khch hng phi m hu bao mua hng. Ch , quan tm, kht khao, hnh ng. Hy lun nh 4 t ny trong u khi bn vit bt c qung co no. Chng s gip bi vit ca bn khng lan man hay lc . Mc ch cui cng l bn c hng Nu mun bn mt sn phm, bn phi ni vi khch hng v thuyt phc h bng nhng u im ca mn hng hay dch v . Nu mun thuyt phc mt cng ty tham gia vo mt s kin hay hnh ng t thin no , t nht bn cng phi cho h bit h s nhn c nhng li ch g t cng vic . Cng tng t nh vy, ti liu qung co v mt nh hng chng hn, t nht phi ch ra c iu g khin ngi ta phi n thng thc: a im thun li, mn n c o mi l, gi r, mn n chay, thc phm gip gim cn Hy nhn mnh v li ch ca sn phm Bt k bn ang bn th hng ho hay dch v g, hy ghi nh iu ny bi n lun lun quan trng v hu ch: ng c gng m t nhng nt ni bt, nhng c trng hay cc tnh nng c o ca sn phm hay dch v. Lun nh l bn ang bn li ch cho khch hng, bi nu bn khng bn li ch g cho h cng ng ngha vi vic bn khng bn c th g c. Thng thng, khch hng khng tm nhiu lm n vic bn s dng loi cng ngh tin tin no v vi k thut hin i ra sao. V d, i vi mt phn mm vi tnh, h cng khng ch lm n vic n chy nhanh khng, nhanh nh th no, nhng nt c trng, tin tin ca n so vi nhng sn phm khc ra sao, mc d phi mt 3 nm cng ty mi c th cho ra i sn phm u vit kia, k c khi n c phn ng gp ca Bill Gates trong cng th. Tt c nhng th k trn ch l nhng c trng ca sn phm.

181

Bn s khng bn c hng nu n n thun ch cha nhng c trng. Duy nht li ch ca sn phm mi lm c iu ! Khch hng ch bt u ch khi bn ni ln nhng ch li ca phn mm kia, chng hn nh: n tit kim c bao nhiu thi gian; bn b ca h s ngc nhin thn phc nh th no khi h c th thit k mt E-card rt cng phu v thi gian hon thnh n ch gi gn trong vng 1 nt nhc vi s tr gip ca phn mm mi ca cng ty bn. Tm li, hy cho khch hng thy c cng nhiu ch li cng tt. C th xem y l mt quy tc vng m khng bao gi c ph v n! (Dch t Adcopywritting.com) Tng doanh s bn hng ch trong 30 ngy Con s 30 ngy thot nghe c v kh khn, nhng mi vic s tr nn kh thi nu bn bit chia tch quy trnh tng th thnh nhng bc nh hn v d thc hin hn. iu quan trng bn cn nh l: Hnh ng l ngi thy ln nht ca chng ta, v cch duy nht chng ta nhn thy s khc bit trong cng vic bn hng l phi hnh ng! Vy th ngay t by gi, hy hnh ng theo 10 bc c cp di y. Mi bc nn c dnh vi ngy hon tt v ch sau 30 ngy, bn c th nhn thy hot ng kinh doanh ang khi sc. 1. Gi tinh thn lc quan. Mi ngi u ni ti tm quan trng ca tinh thn trong hot ng bn hng. Mt hnh ng s gip bn gi tinh thn lc quan l thi chn thnh i vi mi ngi xung quanh. C mi 30 ngy, bn li ln danh sch nhng ngi m bn dnh nhiu thi gian nht. t mt k hiu (+) bn cnh tn ca khch hng quan trng v gip hot ng kinh doanh ca bn mt cch hiu qu. Bn cn b sung mt hoc hai tn vo danh sch ny mi thng. Nhng ngi khc trong danh sch c th c mt thi tch cc hoc tiu cc i vi bn (nhn chung l trung lp). Bn c th t con s 0 bn cnh tn ca h. Sau , c th c mt vi ngi trong danh sch lun c thi tiu cc v xem ra mun h b bn. Hy t k hiu (-) bn cnh tn ca nhng ngi ny. iu ny c th kh kh khn, nhng nu bn lm c, bn s ngc nhin khi thy s khc bit trong thi ca bn cng nh trong cch thc bn suy ngh. 2. Vch ra cc mc tiu. Nhiu ngi thng nh gi qu thp v s dng khng ng cch mt trong nhng cng c hiu qu ny. Ln cui cng bn ngi xung vi mt t giy trng v mt mc tiu quan trng c vit trn u trang giy l khi no? Bn s ngc nhin vi nhng g bn c c sau khi tp trung suy ngh t 15 n 30 pht mi tun. Bn hy c gng ln danh sch t nht 20 tng gip bn tin gn hn ti cc mc tiu bn hng ca bn. Sau la chn mt trong s hnh ng ngay lp tc. 3. Tip cn rng ri ti cc khch hng. y l mt k nng quan trng trong kinh doanh, t bn hng, tip th sn phm, gip cng ty tip cn cc th trng mi, n
182

vic c c nhng khch hng mi. Bn c th ngh khch hng c gii thiu v bn cho nhng ngi quen ca h, gi i cc thng tin hu ch ti cc khch hng tim nng, v tham d cc bui trin lm thng mi ln ti a phng,... Bn c th gii m cc thng tin quan trng v khch hng tim nng - chng hn nh s thch, kh khn kinh doanh v khc mc c nhn ca h l g - sau nghin cu thng tin v cc d liu khc c th cn thit cho khch hng, bn s thu ht c s quan tm ca h. 4. t ra cc cu hi. Phn ln cc nhn vin bn hng u rt thch c ni, trong khi phn ln cc khch hng li thch cc nhn vin bn hng phi lng nghe h. V vy, k nng nghe tt l mt phn khng th thiu tr thnh mt nhn vin bn hng gii. Mc ch ca vic ny l ngi cho bit thm thng tin v h. Cc cu hi cng l cha kho thnh cng trong hot ng bn hng. Khng ai c th bn c hng nu khng hiu v khch hng v lng nghe nhng g h ni. Ln tip theo nu bn gp g mt khch hng mi, hy dnh 70% thi gian nghe khch hng ni v 30% thi gian ni chuyn vi h. Hy to mi iu kin cc khch hng c th gii by v cc kh khn, mc tiu v mi quan tm ca h. 5. a ra mt dch v xut sc. l nhng chi tit c th to ra s khc bit. Mt chn l c minh chng qua thi gian: L do quan trng nht khin khch hng khng mua sm l v h cm thy bn khng quan tm ti h hay th hin phn bit i x i vi h. Mi ln gp mt khch hng tim nng, bn hy hi h: C bt c iu g ti cha lm c m thc t ti c th lm phc v qu v tt hn khng?. Nhng g nhn vin bn hng nn lm l khng ngng tm kim cc vn khc mc pht sinh. Vn khc mc s tr thnh cc c hi mi, v mt khi chng c gii quyt, bn s c c mt khch hng trung thnh. l v khch hng nhn thy nhng n lc ca bn v bit c bn lun sn lng phc v h. Bn hy ln mt danh sch cc khch hng quan trng nht, gi in cho h v hi: C bt c iu g ti cha lm c m thc t ti c th lm phc v qu v tt hn khng?. Bn khng th mc sai lm nu chnh khch hng ni cho bn bit bn cn lm nhng g. 6. Khc bit ho hot ng kinh doanh ca bn. iu g s khin bn ni bt trong s cc i th cnh tranh? Khch hng s nh n bn nh th no sau khi bn i th cnh tranh khc cng nhp cuc v bt u tn cng th trng? Vic bn hiu r i hi ca khch hng v cc dch v hu mi lun rt quan trng i vi khch hng, v vy trc mi mt giao dch bn hng, bn hy gii thch cho khch hng v iu ny. C cng ty phng vn cc khch hng tho mn v ghi vo bng, sau s dng cc cu chuyn v li bnh lun ca h gii ta nhng mi bn khon ca cc khch hng tim nng khc. Khng c nhiu cng ty lm c nh vy, v n hon ton c th gip bn ni bt hn c trong nhn thc ca khch hng.
183

Hy ngh v iu : Bn c th lm nhng g khc bit ha hnh nh kinh doanh ca bn? 7. Bn gi tr. C mt cng ty chuyn v in n in ln bc tng vn phng mt biu tng th hin ba u im ni bt l Gi c, Dch v v Cht lng. Cht lng v dch v ni bt s gip sn phm t n mt mc gi nht nh. Bao nhiu ln bn mua sm mt sn phm hay mt dch v m sau thy rng sn phm c cht lng qu km hay dch v khng nh yu cu, bn khng th gp c ai thc mc v cc vn pht sinh? Khi mt khch hng ti gi c sn phm ca bn, chc hn h s ngh: Vi cng khon tin nh th, bn s em li cho ti iu g m ti s khng th c c t cc i th cnh tranh khc?. C th s c ai hi bn v ba l do gii thch ti sao sn phm ca bn l c nht v nh v khin h nn mua sm ngay, v th bn hy vit ra t nht ba l do khc nhau, v hc thuc chng. 8. Hot ng sau bn hng. Bt c khch hng no cng u mun cm thy quyt nh mua sm ca mnh l ng n. Vic gi in cho khch hng sau bn hng, vit mt l th cm n, hay lm nhng g ng nh ha, hoc n gin ch hi xem ngy u tin ca khch hng din ra nh th no sau khi s dng sn phm/dch v ca bn s m bo rng cc khch hng cm thy rng h c chm sc chu o v quyt nh mua sm ca h tht s c mt gi tr no . Hy hi h: Sn phm/dch v ca cng ty chng ti p ng cc nhu cu c bn ca qu v nh th no?, Chng ti c th lm nhng g qu v tip tc quay li trong nhng ln mua sm tip theo?. Bn cng nn hi khch hng v thi im thch hp nht lin lc. Vi nhng thng tin ny, bn nn xy dng mt k hoch hu mi di hn ph hp nht i vi tng khch hng. 9. To cm gic cp bch. Nhn vin bn hng dng nh lun thc gic bn thn khng ngng tin ln. H thng xuyn xem xt li hot ng ca mnh v suy ngh v cc cch thc khc nhau nhm thc y kinh doanh tng trng v hon thnh mc tiu ra. H kt thc mi cuc gi vi mt cu hi hay li trnh by rng s i n giao dch hoc s tip tc bn tho bn hng. V d: Ti sao chng ta khng gp li nhau vo tun ti v xem li sn phm mu k lng hn? hay Bc k tip ca chng ta l g?. i lc chng ta c th chm nghm trong rt nhiu cng vic m chng ta cn hi bn thn mi gi: Ti c th lm g ngay by gi c th s dng thi gian mt cch hiu qu nht. S l mt tng tuyt vi nu bn t cu hi ny vo k hoch cng vic hng ngy. 10. Bin kh khn thnh c hi. a phn cc nhn vin bn hng u bit rng kh khn v thch thc l iu khng th trnh khi. V khi bn b nh ng, lng qun hay suy thoi, mt lot cc tc ng tiu cc s xut hin. iu quan trng l bn cn tnh to i ph vi mi kh khn. Nh Henry Ford tng ni: Tht bi l c hi bn bt u li mt cch thng minh hn. Khi chng ta gp phi kh khn, chng ta phi tip tc tin tng vo cc mc tiu ca mnh v gi vng mt nim tin mnh m. ng bao gi t
184

b. Mt thi ti s lm c th hin tinh thn trch nhim sau nhng n lc khng ngng ngh phc v khch hng, bi v nim tin, s tn nhim v s gn kt c nh km vo . Ngay t lc ny, hy y mnh hot ng bn hng ca bn; gi in cho nhng khch hng m bn tn trng thu thp nhng nhn nh, suy ngh ca h cho bc i k tip; ln danh sch nhng cng vic bn c th lm hng hot ng kinh doanh i ng hng,... Cho d bn lm bt k iu g, ng bao gi t b hoc cc kh khn ly i nhng tt p nht t bn. Vic tn cng chng bng nhng hnh ng thng minh s loi b mi kh khn v thch thc trong chin lc y mnh doanh s bn hng (Theo Bwportal) Techniques for Coaching Your Sales Reps "Management's principal job is to get the herd heading roughly west." Lee Walton Some sales people are difficult to supervise. They only respect fellow sales people. They do not like management, they do not like production managers, they do not like credit managers, and they do not like anyone who says no to them - including some of their customers. They make their living by talking other people around to their way of thinking. When they cannot do so, they may become negative, faulting company polices or products for their failures. The more aggressive they are, the more difficult they may be to manage. You may find coaching a sales organization a challenge to you, especially if your background does not include any selling experience. As you build your business, it is important you establish your style of leadership as soon as possible. If you want your people to take initiative, but not control of your business, you must find a balance between latitude and autocracy. If you have little or no selling experience, do not let any employee or representative intimidate you by claiming you do not understand the market. If you do not know how to deal with a sales situation, go visit some customers - you will have the answer. Eventually you will experience a sales person who can sell only if you give them special deals. Do not fall for it. That person is not a successful sales representative. He or she survives by substituting special deals for selling skills. You must say no to these requests. If you do not, you will soon be: "giving the store away." Moreover, you should not do so either. When you travel with your sales people, do not take away your representative's authority by making special deals during sales calls to prove you can sell. If you do, you will embarrass your sales person and force customers to deal direct with you. Do not undermine your company structure and polices to prove a point or impress an employee. It is not wise to let your ego run your business.
185

Some sales people will think their customers belong to them. They get unrealistically possessive and believe that without their efforts the customers will go elsewhere. Do not believe it. If a sales person threatens to quit and take your customers, do not believe that either. It has been my experience and will be yours, as well, that most customers deal with companies, not individuals. If you do have a productive sales representative that leaves you, or you must terminate for some reason, do not worry. At most, you may lose a customer or two, but you will not go out of business. I do suggest though, to protect your business in such a situation, immediately phone your customers, thank them for their business, explain the change in personnel, and assure them they will not be neglected. Your calls will be welcome, and you will keep your customers. As you coach your sales organization to success, remember your representatives are an extension of you, your company and your business philosophy. They are your living advertisements. Select and hire the "best" you can find. You will have fewer sales problems if you hire motivated individuals who share your approach to business. It is wise to remember that most of us love to be fussed over. We like to be recognized and appreciated. Special awards, plaques, club memberships, and special privileges, are ways of acknowledging accomplishment and saying thank you. For example, are you familiar with sales person of the month award programs? They work. When you find a way of telling a representative thanks for a job well done, it boosts the morale of all. Everyone wants to feel important. I think you will find that if you reward and recognize your sales team's accomplishments, they will respond with loyalty and dedication. Such efforts will help you grow your business to prosperity. (C) Copyright 2001 Dr. Paul E. Adams. Syndicated by Paradigm News, Inc. Tc gi:Mai Hnh Thay thi ...gi khch hng! C l mt s ngi trong chng ta c cun "Thay thi i cuc i" do First News chuyn ng t ting Anh. Trit l thay i thi theo xu hng tch cc s to ra cho chng ta nhiu iu c hi hn trong cuc sng. c bit, trong lnh vc dch v khch hng, thi tch cc ca ngi cung cp dch v lun c coi l mt vn quan trng. Khng c nhng thi tch cc , tt c cc n lc xy dng mt dch v khch hng hon ho s tht bi. Hy th hnh dung mt tnh hung sau: Mt ngi n ng, Mr Jones, i n trc bn tip tn ca mt khch sn vo thi gian u ca k ngh.

186

ng Jones va mi tri qua chuyn bay di 12 gi thu m n c ni ngh dng ny. Thc n v dch v mc chp nhn c, khng tt hn v cng khng t hn mong i trn hng gh doanh nhn. Cc th tc hi quan ca chuyn i cng kh tin li v nhanh chng. Ch c mt vn kh khn nh khi gi taxi v phi mt khng di 1 gi ng mi n c khch sn, chm hn nhiu so vi tnh ton ca ng. Trong chuyn hnh trnh di 12 gi bay, Jones xem khng phi l mt tri nghim qu ti v cm thy bng lng mc d ng cm thy kh mt mi do khng ng c nhiu trn chuyn bay. Mt k ngh tt p v thoi mi ang trc mt ng sau khi h cnh xung sn bay. By gi, Jones thc s mong mun mt iu g nh xng hi hay tm di vi hoa sen tht nng loi b hon ton mi my bay kh chu. V c l l c mt chic ging rng, chic gi m mm mt ng c gic ng trong khong 20 pht hi phc sc kho trc khi thng thc ba sng ngon lnh. Jone l mt khch du lch dy dn kinh nghim, v vy ng t phng t trc khi n l ng c phng ngay m khng phi ch cho n khi c ngi khc tr phng. Tht ng tic, mt s sai st trong vic t phng cho ng Jones pht sinh. Nhn vin ca m i lu qu khng thy ng n nn cho rng phi tra ng mi ti khch sn, do , anh ta cho mt ngi khch khc thu phng ngn hn. V do , cn phng ca Jones s khng sn sng cho n tn 12h00 bui tra. Hy hnh dung hai thi hon ton khc bit m nhn vin l tn cho n Jones ngay khi ng t chn vo khch sn. u tin l mt thi ch trch nhn vin ca m. Sau nhng li cho mi ban u, cuc hi thoi c th din ra nh sau: Nhn vin khch sn: Xin li ng. Nhn vin ca m ca chng ti giao phng cho ngi khc khi i mi khng thy ng n. ng s phi i cho n khi khch tr phng. Chng ti rt ly lm tic v nhng nhn vin nh vy qu tht km ci. V khch (cu tc): Nhng ti n y ri. Lm sao by gi. Nhn vin khch sn: Nhng ng khng n ng thi gian. Nhn vin ca chng ti ch i ng. V khch: Ti hon ton khng c n mun nh vy. y l chi tit v my bay ca ti. Ti khng sai hn.

187

Nhn vin khch sn: Ti rt ly lm tic tha ng. Liu ng c th i mt cht, ti s bo cho ng bit khi cn phng c chun b sn sng. V khch: Vy khi no th ti c th nhn phng?. Nhn vin khch sn: Ti cha dm ni trc, tha ng. N tu thuc vo vic khi no khch tr phng. V c nh vy, cuc hi thoi tip din vi chiu hng leo thang vi nhng tranh ci khng u, thm ch Jones i gp c nh qun l khch sn. ng nhin, cui cng v khch hng ny s tr nn cu gin thc s. Gi y, hy th xem xt thi dch v khch hng th hai. Mt cuc hi thoi tng t c th din ra nh sau: Nhn vin khch sn: Ti xin li, tha ng. C l ng cha c phng, chng ti cha thu xp c. V khch (bc tc): Ti sao li cha c phng? Ti t trc ri m!. Nhn vin khch sn: Ti khng bit chuyn g c th xy ra, tha ng, nhng hy ti xem liu ti c th gip g khin ngi cm thy thoi mi trong khi ch i vn c gii quyt khng. Ngi va tri qua chuyn bay m? Chc hn s tht tuyt vi nu ti sp xp cho ngi tm nc nng v tn hng cm gic thoi mi trong khi chng ti sp xp phng?. V khch: Nhng g ti mong mun l cn phng ca ti, nhng vic tm nc nng cng tht tuyt vi. Cm n. Nhn vin khch sn: ng c i khng ? Ti c th chun b cho ng mt ba sng nng st ngay sau khi ng tm xong. V khch: Cm n anh. Rt vui lng. Thi trong trng hp u tin l hon ton tiu cc. Trng tm ca n khng tp trung vo khch hng, vo mong i ca ng Jones, l mt ba sng ngon lnh v c tm nc nng. y u l nhng gii php c th thc hin. i li, nhn vin khch sn dng nh ch tp trung vo vic ch trch v b mc suy ngh, tm t ca khch hng: Ai quan tm ti ng, th cn ti th sao?. Mi y, trong chng trnh truyn hnh "Ph n th k 21" pht sng trn knh VTV3 c phn thi tnh hung phc v khch hng kh th v. Mt th sinh d thi ca TP.HCM trong vai n phc v bung gy tht vng cho ngi xem khi i co vi khch v nguyn nhn v sao tm ra ging m c va tri khi dn phng li c vt thng. C t ra
188

l mt ngi bit cch lp lun, i cht vi ngi khc, song c l, khng phi l cung cch tt trong phc v khch hng. Ngi xem i khi c cm gic nh ang "cng" theo cch i co, li ca c cho v khch m c cho rng, chnh anh ta mi l th phm gy ra l thng trn tm ga tri ging. Dch v khch hng lun c bt u v kt thc bng mt thi . Thi phn no l c tnh c nhn, nhng n cng c nh hng bi mi trng m mi ngi lm vic trong . chnh l phong cch lnh o, cc quy trnh, chnh sch, quy nh, qun l cng vic, ng c lm vic v tinh thn tp th - ti din gii v biu l c th thi ca cc c nhn trong cng ty. Nu bn l mt nh lnh o v bn mun mi nhn vin trong cng ty m bo cung cp mt dch v khch hng tuyt vi, hy quan tm thu o ti thi ca bn thn trong vic xy dng mt mi trng thch hp nht, nh hng tt nht nhng thi tch cc ca tt c cc nhn vin. Thi ny s xc nh mc tho mn dch v trong cm nhn ca cc khch hng. (Dch t Customer Service Manager) Thu ht khch hng vi bng hiu kinh doanh c o Trn Phng Minh Mc ch ca qung co l nhm nng cao mc nhn thc v cng ty bn. Vy u l cch thc bn thnh cng vi qung co ca mnh? Cu tr li mt phn nm nhng bng hiu kinh doanh c o. Phn ln cc bng hiu kinh doanh ngy nay c thit k mt cch cn i hp l, b cc cn thn, trang tr thm m v phi mu hon ho. Ni cch khc, cc bng hiu kinh doanh hon ton c th d on c v em li nhng hiu qu v hnh. Hy lm sao bng hiu kinh doanh ca bn ni bt trong gia mt rng nhng bng hiu cun ht mi ngi ny. C 5 li m hot ng thit k bng hiu kinh doanh thng thng hay gp phi l: - C gng gin lc ho hay qu tao nh; - C gng thch hp hay ho cng vo mi trng xung quanh; - Tit kim qu mc; - Bao gm qu nhiu thng tin; v - t bng hiu qu cao. (Tm nhn ca nhng li xe c xu hng tp trung trong phm vi chiu cao ca knh chn gi xe hi. Bng hiu thp s tt hn trong ni vng th trn.
189

Bng hiu cao s tt hn trn ng cao tc ni cc li xe c th c c trong phm vi chiu cao ca knh chn gi xe hi - t nhng khong cch xa). Nhng bng hiu kinh doanh thnh cng lun to ra mt n tng mnh, gp phn tn vinh v p ca quang cnh khu vc ln cn. y chnh l do ti sao cc bng hiu kinh doanh ny s c ch ca mi ngi ngay c khi h khng ch tm tm kim chng. Bn c mun c c nhng bng hiu kinh doanh nh vy? Cho d bn tin hay khng tin, iu ny l hon ton c th -- khng r v d dng cht no, nhng kh thi. Chc hn bn tng mt ln c nhn thy nhng dng ch mu trng nm ngang tri di trn mt sn i ti min Nam California: HOLLYWOOD, mt biu tng c c th gii bit n. Bn c bit rng bng hiu ban u c dng ln bi mt nh kinh doanh bt ng sn nhm d dng phn bit vng phn khu ngoi t xa, vng Hollywood! Khng phi bt c bng hiu kinh doanh no cng tr thnh nhng biu tng ni ting, tuy nhin s khng c g tn thng nu bn gi vng mt s cng thc sau v bng hiu kinh doanh ri bng hiu thc s tr thnh mt biu tng kh qun, t nht l trong tm tr ca chnh bn: Cc bng hiu gy n tng su sc. iu ny c c l nh tnh thc t m cc bng hiu th hin: - Kch thc qu kh, - V tr t c o - Khng gian ba chiu Biu tng Hollywood p ng tt c ba tiu chun trn. Cc bng hiu th hin s khc bit, tng phn mt cch r nt vi mi trng xung quanh. iu ny c c l nh: - Mu sc. V d, cc ch ci Hollywood c mu trng tuyt tng phn sc nt vi mu nu ti v xanh lc ca sn i. - B tr sp t. Biu tng Hollywood ni ting khng nm trn cc hay trn tm lt. Nhng ch ci ring l c t trc tip trn mt t. - Khung cnh. Xung quanh bng hiu kinh doanh cn khng c vt g khin tnh ch ca bng hiu b xao lng. Hay nu bn cnh bng hiu kinh doanh c mt vt g quan

190

trng, bn cn thit k sao cho bn thn vt s tch hp vi bng hiu kinh doanh ca bn. C iu g khng ng lm vi bng hiu kinh doanh. Bn tng bao gi rng nhng ch ci trong biu tng Hollywood khng thng hng vi nhau, ch cao ch thp tu theo a hnh? iu ny cng khin cho biu tng Hollywood c ghi nh su sc hn. Khng hiu nh xy dng nn biu tng Hollywood c thc hin nhng yu t thng minh ny mt cch ch hay khng. Tuy nhin, cng vic ca h thnh cng rc r, thm ch c mt vi iu l hon ton ngu nhin. Liu bn c dng kh v s quyt tm lp li mt cch c ch tm nhng g tng t nh nh thit k biu tng Hollywood ngu nhin thc hin thnh cng? Nu bn c , cng chng s sm s dng bng hiu ca bn nh mt minh ho tham kho khi a ra nhng nh hng cho mnh. (Dch t bi vit ca tc gi Roy William trn tp ch The Entrepreneur) i nt v tc gi: Roy William l bin tp vin ph trch chuyn mc Qung co ca tp ch Entrepreneur.com v l sng lp vin kim ch tch hng qung co quc t Wizard of Ads. Roy cng l tc gi ca nhiu cun sch vit v ngh thut qung co, bao gm cun The Wizard of Ads (Nhng mt php qung co) v cun Secret Formulas of the Wizard of Ads (Nhng cng thc b mt trong cc mt php qung co). Roy William cho bit: Nu bn c th san bng nhng chng ngi vt nh ni trn, ti rt vui khi c thy nhng mu thit k bng hiu kinh doanh c o ca bn. Hy email cho ti mt bc nh v c th ti s ghi nhn n trong nhng cun sch tip theo ca ti. Thu ht khch hng - vn ca doanh nghip Mai Hnh Stey Leonard, ng ch sng lp ra hng Leona Dair tng ni: Khch hng khng n ca hng ca ti hi: Liu ti c th lm g cho ngi?, m chnh chng ti mi phi hi: Chng ti c th lm g cho khch hng ca mnh?. Mt doanh nhn thnh t lun thc c rng h ch c th pht trin tt khi h cn kh nng gi c khch hng trong khi vn to ra mt khon li nhun va phi. Qu tht, trong cuc cnh tranh ngy mt gay gt nh hin nay th vic thu ht khch hng lun ng vai tr quyt nh. Nhng thnh cng trong qu trnh li ko khch hng n vi sn phm/dch v ca mnh th khng phi ai cng lm c. S tho mn ca khch hng l nhng g m bn cn phi phn u t c. cng l cch tt nht thu ht v gi chn khch hng. Hy nh rng s trung thnh ca khch
191

hng ch c th c c vi mc tho mn cao, bi v iu ny s to ra s thoi mi v tinh thn, mt yu t cn ang thiu trong s tho mn thng thng vn ch to ra mt s trung thnh hn ch, ngha l c th c s thay i v sn phm/dch v v nh cung cp. Nhng khch hng c tho mn cao cng t quan tm hn n vn gi c. Mt hng h a chung s lun c ch v nh gi cao, t , cc bn b, ngi thn ca h s bit n sn phm dch v ca bn trong cc bui ni chuyn thn mt. Di y l mt s quy tc v chin lc gip bn gi chn khch hng, cng nh to ra s tho mn cho cc khch hng mt cch hiu qu nht: 1. Nhng ngi thnh t bit rng h cn bin i sao cho cc phng php kinh doanh ca mnh tr nn ph hp vi khch hng, ch khng phi tm cch thay i th trng cho ph hp vi nhng g mnh mun a ra. Trn th trng thc n nhanh, hng McDonalds rt thnh cng vi nguyn tc ny. Khi cc sn phm ca McDonalds lm ra cha nhiu cht bo khin mt s khch hng phn nn v s tng cn ca h, th ngay lp tc hng tung ra mt lot cc sn phm n nh t du m nhng vn hm lng dinh dng v mi v thm ngon. Kt qu l khng nhng khch hng ht than phin, m hng cn thu ht c thm mt lng khch hng ng o l nhng ngi n king ang mun tm nhng n t bo. Vic thc hin tt nguyn tc ny i hi bn s nng ng, nhy bn khi tm hiu v nm bt th hiu cng nh nhng nhn xt, gp ca khch hng, t thay i sn phm/dch v ca mnh cho ph hp. 2. Khi gi mong mun ca khch hng. Ngn hng ANZ, Australia, ngh hng Ford, M, t chc gii x s tit kim d thng ba thng m mt ln vi gii thng c bit l mt chic xe Ford Transit i mi, gii nht l chic Ford Escape, gii nh l chic Ford Laser v rt nhiu cc gii thng ph km theo. Tt nhin, bin gic m thnh hin thc bn phi m s tit kim nh k t 3 ngn USD tr ln hoc ti khon tit kim bng ngoi t mc ti thiu l 500 USD ti ngn hng ANZ. Nh , lng tin gi cng nh s khch hng m ti khon ti ngn hng ANZ tng vt, bi xe hi Ford ang rt c a chung ti Australia v ngi dn Australia no cng mun s may mn s n vi mnh, cha k gii thng v c cu tham gia ot gii l kh d dng. Cch lm ca ANZ khi gi mong mun ca khch hng yu t rt quan trng bn li ko khch hng n vi cc sn phm/dch v ca mnh. V d mt nh hng ti Php chuyn kinh doanh dch v n ung nh bao nh hng khc, nhng im c bit l nh hng ny bit kt hp nhng dch v b sung nh thit k khu vc dnh cho nhng ngi ni ting Nga, Anh, Php, Trung Quc hay cc gc nh ca gii ngh s v thm
192

ch lm phng n theo kiu din n dnh cho cc doanh nhn. Nh hng ny lc no cng ng thc khch ra vo nhn nhp. Ai cng tm thy nhng chi tit g rt thn thuc trong khung cnh, v h u u tin chn nh hng ny mi khi phi i n ung u . 3. Xy dng mi thin cm vi khch hng. Khch hng d chp nhn nhng ngi m h c thin cm. Nm bt c tm l ny, mt s cng ty khng bn hng trong ca hng, cng khng qung co trn bo ch hoc truyn hnh, m phn phi hng theo mng li ngi quen v bn b. Chng hn nh hng Taperuie, M, chuyn kinh doanh cc loi hp nha ng thc phm v bn sn phm ca mnh thng qua h thng cc b ni tr c hng thu lm nhn vin. Mi nhn vin nh vy thng xuyn mi bn b n nh mnh v gii thiu vi h hp ng thc phm c thit k p mt, gi c phi chng, rt tin dng v d ra, c th xp gn vo nhau nn khng chim mt nhiu ch. V th l cc bn mua hng. ng vai tr quyt nh y l yu t tnh cm: ai cng vy, d nghe theo bn mnh hn l nghe li mt ngi xa l. Taperuie thit lp c mt mng li tiu th rng ri kiu nh vy c bn trong v ngoi nc M. 75% sn phm ca hng c tiu th bn ngoi nc M v theo c tnh th c 2,7 giy li din ra mt phin bn hng theo kiu nh vy ti mt ni no trn th gii. 4. To ra nhiu c hi la chn cho khch hng. Mt cng ty s c tng lai v c hi pht trin lu di ch khi no cng ty thc s coi mnh l ngi gii quyt kh khn ca khch hng, em li nhng c hi thun tin v thoi mi cho khch. Bn nn a ra nhng la chn khc nhau cho khch hng, h s cm thy rt thoi mi khi c la chn theo ng mnh. La chn y c th l s a dng trong sn phm dch v hoc s a dng trong cc phng php gii quyt khiu ni cho khch hng. 5. Hng nhn vin n suy ngh rng chnh khch hng l ngi tr lng cho h ch khng phi cng ty. Lng khch hng tng ng ngha vi vic doanh thu ca cng ty s tng theo, li nhun nhiu hn, t cng ty s c iu kin tr lng hay tng lng cho nhn vin. Cc nhn vin nn bit rng, khon lng hng thng h nhn c chnh l nh khch hng, hay ni cch khc, chnh l tin ca khch hng. Hng Pepsi ra nhim v ca cc nhn vin bn hng l lm mi cch khch hng cm thy va nht. Pepsi lun c nhng phn thng cho nhn vin no c khch hng khen ngi, ngc li cng rt kht khe khi nhn vin b khch hng ch. Theo ban
193

lnh o ca Pepsi, s l au nht nu b khch hng nh gi l khng chuyn nghip, bi n nh hng n uy tn v danh d ca cng ty. Khch hng i khi rt kh tnh v chiu lng h khng phi l vic d dng, nhng khng v th m nhn vin c th t thi bc dc hay kh chu vi khch hng. Ch khi chiu lng c cc khch hng kh tnh, bn mi c th gi chn khch hng, qua mi tiu th c sn phm/dch v ca cng ty mnh. Cui cng, li khuyn chung cho cc chin lc thu ht khch hng l nn bit i x vi khch hng nh th tng lai ca cng ty bn hon ton nm trong tay khch hng vy. Nu lm c iu , th bn ang nm gi trong tay mt trong nhng cha kho c c s hi lng ca khch hng, to iu kin h n vi cng ty bn ngy mt nhiu hn. (Dch t Tokyo Times) Tm kim nhn vin bn hng nh th no? Tc gi:Trn Phng Minh Nu doanh nghip ca bn tht bi trong vng 2 nm u tin, th nguyn nhn ch yu thng khng nm cht lng sn phm hay dch v, hay phng thc kinh doanh thiu hp l, m ch hot ng bn hng cha thc s hiu qu. V vy, trnh vin cnh u m , th bn cnh cc n lc y mnh kinh doanh, n lc bn nn nh cy mt ai mc ng phc, vi phong cch giao tip nh nhn lch s, gip bn cho n khch hng n mua sm ti cng ty mnh. Nhng bn c th tm kim nhng nhn vin bn hng c gii giang u? V tm nh th no? Quan nim v nhn vin bn hng nh l ngi ch bit a ra mt sn phm cho khch, sau thu tin, li thi. Nhn vin bn hng chuyn nghip phi l ngi c o to nghip v mt cch bi bn. H c mt trong qu trnh kinh doanh khng ch bn sn phm, m cn xy dng v duy tr mi quan h thn thin, lu di vi khch hng. H l nhng nh chuyn mn c kh nng pht hin v gii quyt mi vn kh khn ca khch hng thng qua nhng gii php sng to v linh hot. Cc nhn vin bn hng s truyn ti thng ip n khch hng v li ch v tnh u vit ca sn phm/dch v, ng thi tip nhn phn hi ca khch hng v sn phm bn ra. iu ny khin nhn vin bn hng tr thnh mt cng c truyn thng hu hiu nht trong s tt c cc cng c truyn thng m bn ang c. Nhn vin bn hng c th lm iu m ngay c mt ni dung qung co tt nht cng khng lm c: xy dng mi quan h c nhn lu di vi ngi c quyn quyt nh vic mua sm.

194

Nhiu chuyn gia nhn s xut rng bn nn bt u t nhng ni bn mua sm. Nhn vin bn hng thng hot ng trong nhiu lnh vc ngnh ngh khc nhau, bi th mi ngi s tin hnh cng vic theo cch ring ca mnh. Hy ch quan st nhng nhn vin bn hng m bn i mt khi ng vai ngi tiu dng. H v ang lm nhng g bn cm thy thoi mi khi giao dch vi h? Vic nhn ra cc c im ch yu ca mt nhn vin bn hng gii l bc i v cng quan trng. phi l mt ngi hi cc tnh cch nh c ng c lm vic ln lin quan n tin bc, ham mun hc hi, t tin, sn sng n nhn thch thc, kin tr, c tnh ganh ua, c kh nng i ph nhng li t chi, c cc k nng lng nghe tt... Ngoi nhng k nng v ngh nghip, bn cn tm kim nhng nhn vin bn hng c trc gic nhy bn cm thng, on v thu hiu khch hng. Di y l mt s cch thc tm kim nhn vin bn hng: Truyn ming. Trong s cc cch thc tm kim nhn vin bn hng, cch hiu qu nht l nhng li gii thiu. Hy ni vi mi ngi rng bn ang tm kim mt nhn vin bn hng c nng lc bng cch: Ni chuyn vi cc khch hng ca bn. Nu h l cc fan hm m sn phm/dch v ca bn, h c th s quan tm ti vic trc tip tham gia vo cng vic kinh doanh ca bn. Ni chuyn vi cc nh cung cp ca bn. Cc i tc kinh doanh, nh cung cp ca bn vi nhiu nm kinh nghim trong ngh c th quen bit nhiu nhn vin bn hng gii. Chc hn s c nhng nhn vin bn hng ph hp vi cng ty bn: l nhn vin ang lm vic trong cng ty h, ang tht nghip hoc cn tm ni lm vic mi. y l cch thc khn ngoan tm kim cc nhn vin bn hng tt, bi v cc nh cung cp ca bn s khng tin c nhng nhn vin km nng lc - danh ting ca h s b nh hng xu v h c th nh mt khch hng. Ni chuyn vi cc ngn hng ca bn. Nu bn gt hi c cc thnh cng trong kinh doanh, h cng s nh vy. V th, h cng rt quan tm n vn ca bn.

Qung co rao vt. Nu bn c k hoch ng qung co rao vt tm ngi trn bo ch, bn cn bit r v i tng mnh ang tm kim. Hy a vo qung co nhng t nh nhanh nhn, nhit tnh hay nhng cu vn nh: Chng ti cn tm kim nhng c nhn c nng lc v nhiu tham vng ng thi, bn hy ni cho ng vin bit v sn phm/dch v bn ang kinh doanh. S chung chung, i khi s ch lm lng ph thi gian ca bn v mi ngi. Nu hot ng kinh doanh ca bn ch gi gn trong nhng ca hng nh, v bn c tnh khng cp n iu trong qung co, bn s nh mt nhng nhn vin bn hng t cc ngun cung nhn s chuyn ngnh. Ngoi ra, bn hy
195

ghi tht r rng nhng thng tin v thi gian v cch thc lin lc vi bn. Bn chc khng mun h gi in ng vo thi im bn rn nht trong ngy ch? Nu c th, bn hy cc ng vin tim nng gh qua np bn s yu l lch hoc in vo mu n xin vic. Bn cn nhn thy h th hin bn thn nh th no cng sm cng tt. Nu bn cho php h gi in ti, hy ghi li mt s nh gi ban u v ng vin sau cuc tr chuyn qua in thoi. Hy hi h v mt s kinh nghim trong qu kh. Nu h ang lm cng vic bn hng, bn hy hi ti sao h mun thay i cng vic. Bn nh hi h, iu g khin qung co ca bn hp dn h. Hy nh rng: Bn ang tm kim mt ngi hiu bit v yu thch sn phm ca bn chia s tnh cm vi khch hng. y chnh l yu t then cht trong hot ng bn hng. Sai lm ln nht m phn ln cc nh tuyn dng mc phi trong qu trnh tm kim cc ng vin c nng lc l ni qu nhiu v hot ng kinh doanh ca cng ty. Khi bn ni chuyn, bn ang cp n mt ch m bn thc s bit r, trong khi bn phi tm hiu tht cn k v ng vin. Vy th nhng g bn cn lm l hi ng vin tr li. Qua cu chuyn ca h, bn s xc nh xem liu bn c th lm vic hiu qu vi ng vin ny khng, ng vin c cc kinh nghim bn hng cn thit hay khng, ng vin c ng tin cy khng, v h th hin bn thn tt hay khng. Sau cng, bn ng qun rng: Nhn vin bn hng l chic cu ni gia khch hng v cng ty. Tuyn dng h khng phi l mt cng vic bn c th tin hnh mt cch d di, hi ht, m bn phi cn nhc v chun b k lng t trc. Hy chun b sn mt s cu hi m bn c th s nhn c nhng cu tr li bn ang tm kim. Nu bn khng c c cc cu tr li thch hp, bn cng s khng c c cc ng vin thch hp. (Dch t Entrepreneur) Vit th tr li khch hng nh th no? Thanh Bnh Vi t cch mt khch hng, bao nhiu ln bn nhn c th phn hi t mt cng ty no gii p cc thc mc ca bn? Cn vi t cch mt ch doanh nghip, bao nhiu ln bn t tay vit mt bc th cho khch hng tr li v mt vn g ? Qu l trong thi i ngy nay, khi cc mi quan h c nhn dng nh ngy cng b in t ha, th vit th ang tr thnh mt vic m t ngi chu b thi gian thc hin. Ring trong lnh vc kinh doanh, nhng bc th gi cho khch hng cn ng vai tr quan trng hn vic ch n thun l tht cht mi lin h sn c. Mt bc th vi li l nh nhn, chn thnh, biu l thin ch ca bn s l si dy v hnh gi chn khch hng li vi cng ty bn.
196

Vy lm th no bn c c nhng bc th k diu ? y c my iu bn nn lu mi khi vit th cho khch hng ca mnh. Bn ang vit v iu g? son tho c nhng bc th tr li khch hng c tc dng tch cc ng nh bn mong mun, bn phi t t mnh vo trong mt trng thi tm l thch hp bn ang vit th gii quyt khiu ni, tr li thc mc, hay cm n h v mua sn phm/dch v ca bn? Vic t b cc bc th trong mt ng cnh c th nh vy s hng bn n vic s dng ngn ng v ging iu ph hp. Bn bit y, thng ip v ni dung ca mt bc th cm n s khng th ging nh nhng g bn nn th hin trong bc th xin li khch hng. Din gii mc ch ca bn Hy bt u bng vic tm tt nguyn nhn khin bn vit l th ny. phn m u ca bc th, bn nn dnh vi dng ni v vic bn ang tr li mt cu hi, hay gii quyt mt vn c th no ca khch hng. iu ny s cho ngi c hiu c l do ti sao bn lin lc vi h, ng thi gip h d dng tip nhn bc th ca bn. Mt on tm tt s lc trc khi vo s thu ht s ch ca khch hng ngay t nhng dng u tin. Bao gm c W.I.I.F.M. Xin ni ngay rng y khng phi l tn hiu m thanh radio hay mt mt m no . WIIFM c ngha l: C th g trong dnh cho ti khng? (Whats in it for me?). th hin s thn thin nhm li ko khch hng ng v pha bn, bn phi lng ghp vo trong bc th mt li ch nht nh. H phi nhn thy mt iu g , ngoi nhng li l thng gp trong cc bc th, cm thy hi lng, tho mn. Vy WIIFM dnh cho khch hng nn l g? l: Phn nn ca h c gii quyt tha ng, h nhn c mt ngh gim gi, mt dch v u tin cho ln tip theo khi s dng sn phm/dch v ca bn... Nu li phn nn khng qu nghim trng, th mt li xin li lch thip cng c xem l . ng dng i t Ti! Bt c khi no c th, bn hy trnh s dng i t xng h ti trong bc th. Ngi c s cm thy tht kh m tip cn hay ng cm vi bn, nu h nhn c mt l th trn ngp nhng ci ti. Bn cn c li bc th v bt c ch no c th, bn nn thay th t ti bng mt t khc. Hy thay i trng tm sao cho bc th ca bn hng ti ngi c, lm cho h cm thy mnh c tn trng.
197

Hy vit nh nhng g bn ni C khng t bc th tr li khch hng c son tho nh th chng ra i t nhng nm 1900 ca th k trc. Chng c chm cht cn thn, k cng vi ngn ng bi bn, cng nhc v so mn nhn chung l qu cu k, hnh thc. khch hng d chp nhn, v cng tit kim thi gian cho h, bn nn s dng vn ni vi cu ngn, t ng n gin, ph thng. Ni chung, s giao tip gia bn vi khch hng, bao gm c nhng bc th m bn gi cho h, lun ng vai tr quan trng trong n lc to dng mt dch v khch hng xut sc. V vy, bn hy c li bc th v gch b nhng cm t m bn hc c t cc gi tp lm vn nh trng. Xin hy lm .... Khi vit th cho khch hng, chc hn bn mong mun l bc th ny s t c mt mc ch c th no . V th, bn hy kt thc bc th bng nhng li l ku gi r rng. Bn cn vit sao cho ngi c hiu c chnh xc bn ang ch i h lm g sau khi c bc th bn gi. V d bn c th vit: Xin hy gi in cho ti chng ta c dp bn lun su hn v vn ny, hay Hy in vo mu nh km v gi li cho chng ti, Xin gi cho chng ti n t hng Mt li thi thc hnh ng s l cch thc tuyt vi kt thc bc th ca bn v li trong tm tr khch hng nhng suy ngh v vic h cn lm sau . Nh ai kim tra li bc th gip bn Nu bn ang vit mt bc th quan trng hay mt bc th c nhiu thng ip phc tp, bn nn ngh mt ai c v, nu cn thit, hiu nh li bc th trc khi gi i. Cng vic ny khng ch n thun l kim tra li chnh t, m cn l vic xem li c b cc, ni dung v li din t ca bc th. Liu cu trc, ni dung ca thng ip m bn mun truyn ti ti khch hng c c th hin r rng v d hiu khng? Bn c th phi git mnh trc nhng khim khuyt khng ng ti m mt ai s pht hin ra c trong bc th ca bn. V gi y, bn c c mt bc th tr li khch hng hon chnh! Hy nhanh chng gi i c th nhn li s hi lng, thng cm v lng trung thnh ca khch hng dnh cho sn phm/dch v ca bn. (Tng hp)

198