NGH THUT BN HNG

NGH THUT BN HNG (PHN 1)

1/ Cc cuc gi ngu nhin:
Cc cuc gi ngu nhin l cc cuc in thoi hay thm ving khch hng tim nng m
h khng bit bn. Mc ch ca cc cuc gi ngu nhin l thu thp thng tin v tim
nng ca khch hng, thng tin cho khch hng tim nng bit v li ch khi s dng sn
phm hay dch v ca bn v trong rt nhiu trng hp l hn gp. C rt nhiu th
thch khi thc hin cc cuc gi ngu nhin bao gm: hi run, phi thng qua tr l, th
k hay nhng ngi "gc cng" khc hay tm ra ng ngi cn gi; tm ra cch rao
hng nhanh chng m s thc y qu trnh bn hng.
Nhng li khuyn di y s gip bn vt qua nhng th thch :

1/ Trnh c nhng cuc gi ngu nhin qu t nht

Hi khch hng hin ti v khch hng tim nng v s dng tn ca khch hng hin ti
bt u lm quen khi gi in. c c khch hng tim nng, hy tm cch ly
c nhng thong tin t nhng cu chuyn t nhin hang ngy vi khch hang quen
ca h thay v ch ngh h cho tn tui v s in thoi ca khch hng tim nng. V
d nu bn mun hi ai c bit ngi quan tm n vic mua bo him, h c th tr
li l khng v h khng th ngh ra ai tc thi. Nhng nu nh bn ni chuyn vi ngi
v vic sinh con v hi liu bn ca h cng ang sinh con, anh ta s nhn ra rng h
bit rt nhiu ngi c quan tm ti k hoch cho tng lai...ngi m mun mua bo
him.
2/ Lao vo tc thi
Bn s khng bao gi cm thy sn sng thc hin cc cuc gi bn hng, do
ng bao gi ch i khonh khc hon ho. S s hi ca bn s khng bao gi tiu tan
v gi in b t chi th bn khng bao gi mong ch. Do vy, thay v a ra cc l
do tr hon, hy lm ngay khi c th.
3/ Hy thng thn
D cho bn gp th k, tr l hay chnh bn thn khch hng tim nng trn in thoi,
hy thng thn cp l do bn gi in. Gii thiu mnh v gii thch l do cuc gi.
Hy trung thc v ngn ngn. Ngi ta s bc mnh v nghi ng nu bn khng a ra l
do ti sao bn gi in. Phi bit c liu c phi thi gian thch hp gi in

khng - nu ng, hy a thm thng tin; nu khng, hi khch hng khi no l thi
gian thch hp cho bn gi li.
4/Gi in nhiu ln
Nu qu kh khn gp ngi no , hoc l bi v tr l hay th k lun tr li in
thoi hay my tr li t ng, bn nn th gi in vo nhng gi khng bnh thng.
Khch hng tim nng s c th nhn in thoi vo lc 8 gi sng hay 6.30 chiu. Hn
na, lc h c v thoi mi hn v c thi gian ni chuyn v h khng phi chi
p lc t 9 xung 5. Nu bn gi in cho hng cho c nhn vo cc gi khng bnh
thng th bui ti c l l thi im tt hn l bui sng.
5/ ng mong i khch hng s gi in li cho bn
Bn khng nn i khch hng tim nng gi in li cho bn. H c th s khng goi,
ngay c khi h rt quan tm n sn phm ca bn. ng qu t tin l khi khch hng
tim nng ni h s gi in li cho bn h s lm. Hy vt ln ci ti ca bn v gi
cho h. V khi bn lm vic , hy vui v, cho d bn cm thy bc mnh khi h khng
bao gi gi li cho bn.
6/ To cm tnh vi khch hng
Chng ta u bit rng nhn vin bn hng khng th dng li ngh ngi m lun dn
p chng ta bng nhng li rao hng ca h. Khng nn lm iu . N khng t nhin
v khng c hiu qu. Ngi ta ch mua hng t nhng ngi m h thch., nhng ngi
m h cho rng hiu h v cng vic lm n ca h. Thu ht khch hng tim nng ca
bn bng cch hi tht nhiu cu hi v t ra thc s quan tm ti khch hng .
7/ Khng ni qu nhiu
Hy thc hin cc cuc gi ngu nhin thu thp thng tin v nhu cu ca khch hng
tim nng. Tt nhin bn cn phi cung cp y thng tin v nhng ch li m sn
phm hay dch v ca bn em li cho h thu ht h ni chuyn vi bn. Nhng ng
ni qu nhiu. Nu bn a ra mt on rao hng qu di m khng cn bit khch hng
tim nng ca bn ngh g, bn s lm h kh chu. Hy hi khch hng tim nng v
nhng vn v nhu cu ca h (bn cn phi chun b nhng cu hi ) v chm ch
lng nghe cu tr li ca h. Ri tp trung vo nhng thng tin c li cho bn gii
quyt nhng vn v p ng nhu cu ca h. C gng c c cuc gp mt trc
tip.
Nu ai yu cu bn gi cho ti liu qung co, hi h xem liu bn c th gp h trong
vng 15 pht gii thiu cc sn phm ca bn khng. Bng cch ny n c th hiu
qu hn i vi h bit v cng vic kinh doanh ca bn v bn c th gii thiu thng
tin v tr li cc cu hi ca h. Hn na, gp mt trc tip ai s c quan h thn thin
hn v s d lm h nh bn l ai v ti sao h cn sn phm hay dch v ca bn.
2/ Kt thc bn hng
Kt thc bn hng hay khin khch hng tim nng chp nhn mua i khi cng n gin
nh khi cho mi hng ho. Khi bn c thng tin nh nh gi c khch hng
tim nng, tm hiu c nhu cu ca h v cho h thy c sn phm hay dch v ca
bn c th p ng c nhng nhu cu , y chnh l lc c th ngh h t hng.
Nhng li khuyn di y c th gip thc hin qu trnh ny thun li v t nhin.
1/ Thit lp c s cho cng vic:
Trong qu trnh bn hng, nu bn tm hiu c nhu cu ca khch hng v gip h hiu
c rng nhng th m bn ang bn c th p ng c nhu cu ca h, th vic "kt

thc" l khng cn thit. Nu bn thng xuyn do d lm th no "kt thc" th c l

nn xem xt li phng php xc nh nhu cu ca khch hng v cch thc qung co
li ch ca sn phm hay dch v ca bn.
2/ Tip cn vi ngi ra quyt nh:
m bo rng bn tip cn c vi ngi ra cc quyt nh mua hng. i khi mt
ngi khng th mua sn phm hay dch v ca bn ch n gin l anh ta khng c
quyn quyt nh. Nu trong trng hp ny bn phi tm ra c ngi s ra quyt nh
m khch hng tim nng gi bn.
3/ a ra thi hn:
Nu nh bn c mt khch hng cn ang do d khi mua sn phm, c mt cch "kt
thc" l ni vi h rng dch v ca bn s ht nu qu mt ngy c th no . V d,
nu mt khch hng ni rng h mun thu nhng khng i n mt bn hp ng no,
th bn hy a ra mt thi hn no hay ni rng bn s khng thc hin nu qu mt
khong thi gian c th no . iu ny c ri ro ln bi v n c th c ngha rng
bn s khng giao dch vi ngi khch hng ny trong tng lai gn. Tuy nhin iu ny
cng gip bn c th tch c nhng hch hng tim nng thc s khi nhng khch
hng tim nng nhng khng th ra c quyt nh cui cng la chn sn phm ca
bn. Bng cch ny hay cch khc, buc khch hng a ra c quyt nh s c li cho
cng vic ca bn. Nu h quyt nh khng mua sn phm ca bn th n cng gip bn
cm thy thoi mi theo ui khch hng khc.
Tnh ton trn c s thi im khch hng cn sn phm ca bn
Phi bit c khi no khch hng cn sn phm hay dch v ca bn v tnh ton cho
thy c vic "kt thc" lc l rt quan trng. V d, nu bn l mt cng ty qung
co, bn tm hiu thi im khch hng tim nng mun gii thiu sn phm mi ca h
ra th trng. T , bn c th thuyt phc h nn thu cng ty bn ngay t by gi
m bo vic qung co sn phm s thnh cng.
4/ cp kh nng tng gi
Nu cng ty ca bn c k hoch tng gi vo thng mt, th hy bt u ku gi khch
hng mua sn phm ca bn t thng 10 trc khi gi tng. nh v sn phm y mi
l iu quan trng - hy nh rng bn ang thng bo ct cung cp mt dch v cho
khch hng tim nng ch khng hm do h buc phi mua hng. iu ny khng
ch gip bn tip cn khch hng m cn lm khch hng hin ti v khch hng tim
nng ca bn nh gi cao vic thng bo trc ca bn.
5/ cp nh hng ca vic chm mua hng
Hy hi khch hng h ni ra nhng thit hi nu h khng mua sn phm ca bn mt ri ro khng c bo him, tai nn xe hi v khng iu chnh my mc hay thay
lp mi, hay mt chin dch bn hng khng thnh cng v khng tin hnh nghin cu
th trng. Thit hi c th l tin bc, thi gian v danh ting v nhiu th khc na

Lm th no gi c khch hng
Chm sc v gi c khch hng quen l nn tng a n s thnh cng ca nhiu
doanh nghip nh. Bn c th gi khch bng in thoi, gp mt trc tip hay qua
th. Di y l mt s phng php c th bn c th p dng:

1/ Gi in cho khch hng sau khi bn hng mt vi tun

Nu bn l ch mt ca hng sa cha t, gi in li cho tt c khch hng 2 tun sau
khi h nhn xe tm hiu xem xe ca h hot ng ra sao v bit chc chn rng h
cm thy tho mn vi s phc v ca bn. iu ny s gip bn bit c nhng iu
khch hng cha tho mn, nu c. y cng l dp tt bn cm n khch hng lui
ti doanh nghip bn thng xuyn.
2/ Vit th cm n
Vit mt th tay cm n khch hng mua sn phm ca bn l mt bc rt n gin
m rt nhiu ngi ch doanh nghip b qua. Hnh thc tip cn c nhn ny lun
lun c nh gi cao v c ghi nh. Khng c mt mu chung no cho lai th ny
v nh vy s mt i mi quan h c nhn.
3/ Gi lin lc vi khch hng
Gi in thng xuyn cho khch hng bit c liu cng vic kinh doanh ca h c
g thay i khng v liu bn c th gip g cho h. Khch hng thng nh gi cao
nu h c thng bo v bt k mt s pht trin no, i mi no hay bt k sn phm
mi no.
4/ Tm kim ngun thng tin t khch hng
Mt t kho st nh v d di y c th c in mt sau ca th tr li ca doanh
nghip v gi n cho tt c khch hng. N c trch dn t cun B quyt bn hng
thnh cng ca Barry J. Farber (Career Press). Farber gi nn s dng bn kho st ny
quyt nh xem bn cn ci tin nhng im g trong dch v theo di khch hng v
dch v khch hng ca mnh.
Mu tham kho:
Knh tha qu khch hng,
gip chng ti phc v qu khch hng tt hn, xn qu v hy in vo bn kho st
ny v gi li cho chng ti.
Tn qu v ___________________________________________
Tn cng ty ________________________________________
in thoi ____________________________ ngy_____________
Hy tr li cc cu hi sau bng cch chn cu tr li thch hp.
Tc phong lch s v gip ch ca nhn vin tip tn
__ Tuyt vi __ Tt __ Trung bnh __ Km
Tr li cc thng tin c yu cu
__ Tuy vi __ Tt __ Trung bnh __ Km
Tc phong lch s, thi v phong cch ca nhn vin
__ Tuy vi __ Tt __ Trung bnh __ Km
Phong cch giao tip ca cng ty vi khch hng
__ Tuy vi __ Tt __ Trung bnh __ Km
S phc v ca i din bn hng ca cng ty's sales rep(s)
__ Tuy vi __ Tt __ Trung bnh __ Km
nh gi chung
__ Tuy vi __ Tt __ Trung bnh __ Km
i din bn hng ca cng ty c tr li li cuc in thoi yu cu dch v tc thi
khng?

__ C __ Khng
Qu v c gii thiu sn phm ca chng ti vi ngi khc khng?
__ C __ Khng
Hy gi in cho ti tho lun v nhng nh gi ca ti.
__ C __ Khng
Bnh lun
__________________________________________________________
__________________________________________________________
__________________________________________________________
__________________________________________________________

Lm th no bn hng cc cuc trin lm thng mi ?

Theo nghin cu ca Trung tm T chc trin lm, phn ln khch tham quan trin lm
l nhng ngi a ra quyt nh hay c vai tr quan trng trong vic a ra quyt nh
ang c k hoch mua sm trong vng 12 thng ti. ng b qua c hi - p dng
nhng ch dn di ay m bo rng nhn vin ca bn sn sng bn hng mt cch
c hiu qu.
1/ Trnh bn hng chm
Trin lm thng mi cn p dng bin php tip cn bn hng ngay (hard-sell
approach). Khi ngi tham quan trin lm quan tm ti gian hng ca bn, tip cn h
tc thi v mi h tm hiu thm v sn phm hay dch v ca bn. ng h i - s
tp trung ca khch hng cc cuc trin lm thng mi l rt ngn v ngi ta s ri
gian hng ca bn nu h khng nhn c s gip n tip trong vng 60 giy hay t
hn.
2/ T ra hiu khch
Cch thc cho n khch hng ti gian hng ca bn l cho thy nghip v chuyn
mn v long hiu khch . Trnh s dng nhng cu tr hi t nht nh" "Ti c th gip
g?", "Xin cho, qu v c khoe khng?" hay "Qu v thy trin lm th no?". Thay vo
, hy hi cc cu hi lin quan trc tip n khch hng v gip bn phn on mi
quan tm ca khch hng vi sn phm hay dch v ca cng ty bn -- "Qu v mun bit
thng tin g v h thng l si kiu mi ca chng ti?" hay "Xin cho, Qu v cn
thng tin g v loi ca hin ny?"
3/ Xem xt thi ca bn
Thi th trong gian hng bn cho thy rng bn khng quan tm ti khch hng.
Khng c ngi. Khng c n ung hay ht thuc trong quy hng, Khng bao gi
gian hng khng c ai n khch. Khng ginh thi gian tn chuyn vi ng nghip
m phi tp trung vo khch hng.
nh gi nhanh chng khch hng tim nng
Vic u tin khi tip xc vi mt khch hng mi l phi xc nh c h l ai (ngi
mua, ngi a ra quyt nh, nh cung cp, i th cnh tranh, vv) v h u. Vic
ny gip bn khng tiu ph thi gian qu bu cho ngi m khng c trch nhim mua
sn phm hay dch v ca bn hay h khu vc m cng ty bn khng phc v. Bn c
th c c thng tin ny bng cch hi mt s cc cu hi c bn, quan st biu hin
ca h hay xin danh thip c chc danh v a ch.
4/ Hi hng lot cc cu hi
Thu ht khch hng tim nng bng cch hi hng lot cc cu hi m -- cc cu hi yu

cu cu tr li ch khng ch c hay khng. N gip bn xc nh c nhu cu v mi

quan tm ca khch hng. Tp trung cu tr li ca bn vo vic sn phm hay dch v
ca bn c th p ng c nhu cu ca h nh th no. m bo theo st nguyn tc
80/20 -- lng nghe 80% thi gian v ni 20% thi gian. C gng trnh bt k hnh thc
no ca li rao hng chun b sn nh ngi my rao hng.
5/ Ghi chp cn thn
Ghi chp y cc thng tin c lin quan ti khch hng tim nng vo mu giy gii
thiu hng bao gm tn, chc danh, a ch, s in thoi, s fax, a ch th in t (tt
c cc thng tin ny c th c t danh thip), nhu cu/s thch, ngn qu v thi gian. S
dng th ny cho phn theo di khch hng sau trin lm khi bn quay tr v cng ty.