Su tm trn Internet 25 b mt bn hng

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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. 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 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.

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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. 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.

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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 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?. 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?.

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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 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.