CHNG 5: QUN TR LC LNG BN HNG

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CHNG 5: QUN TR LC LNG BN HNG

5.1. Vai tr ca vic bn hng qua nhn vin 5.1.1. Bn cht bn hng qua nhn vin C rt nhiu loi hnh bn qua nhn vin v vai tr ca h rt khc nhau tu tng cng ty. Chng ta s xem xt v cc phn vic ca bn hng qua nhn vin v vai tr ca lc lng b trong knh marketing ng i. Cch n gin ngh n bn cht v vai tr ca vic bn hng l bn c hng. So chng ta cn nn nh rng t ng bn hng bao gm lun mt lot tnh hung v hot ng bn N c mt s vai tr nh sau: - i vi x hi: kch thch nn kinh t, truyn b s i mi i vi doanh nghip: mang li thu nhp cho nh sn xut, nghin cu th trng, t hiu nhng phn hi ca khch hng. - i vi khch hng: by t kin khch hng cho cng ty 5.1.2. Vai tr ca lc lng bn Bn hng qua nhn vin bao hm s truyn thng c nhn, hai chiu gia ngi bn v khch hng qua con ng trc din hoc qua in thoi, thng qua cc hi ngh video ha phng tin no khc. iu ny c ngha l cho bn qua nhn vin c th c hiu qu hn qung co trong nhng tnh hung bn phc tp. - Nhn vin bn c th thm d bit thm v cc vng mc ca khch hng. Nhn vin bn c th iu chnh cng hin tip th cho va vi nhu cu chuyn bit ca mi khch hng, v c th tho thun v iu kin mua bn. Nhn vin bn hng c th xy dng quan h c nhn lu di vi nhng khch hng quan trng. 5.2. Qun tr lc lng bn 5.2.1. Khi nim Qun tr lc lng bn hng l vic phn tch, lp k hoch, thc thi v kim tra cc hot ng ca lc lng bn hng. Bao gm thit k chin lc v cu trc lc lng bn, tuyn dng, chn lc, hun luyn, kch thch, gim st, nh gi nhn vin bn hng ca cng ty. 5.2.2. Thit k lc lng bn 5.2.2.1. Cu trc lc lng bn hng 1. Cu trc lc lng bn theo lnh th Mt s t chc lc lng bn bng cch phn cng mi nhn vin bn ph trch hn m khu vc a l trong nhn vin lo liu vic cho bn ton b mt hng ca cng ty. T ch bun bn nh vy c nhiu li th. N xc nh r rt phn vic ca nhn vin bn. Do ch c mt nhn vin bn hng hot ng trong khu vc nn nhn vin bn hng s l ngi c hn
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trn li khen hay lnh mi phin trch i vi doanh s khu vc. Cui cng do mi nhn vi bn i li trong mt khu vc a l nht nh, nn ph tn i li cng tng i khng cao. 2. Cu trc lc lng bn theo sn phm Mt s t chc lc lng bn qua nhn vin bn chuyn trch vic cho bn ch m phn trong dng hng ca cng ty. Qua lc lng bn s cho bn theo mt hng. Cu trc theo sn phm c th dn n nhng kh khn nu nh khch hng ln li ang mua nhiu s phm khc nhau ca mt cng ty. iu c ngha nhn vin bn i li trng tuyn v cng ch i c nhn vin thu mua ca cng khch hng tip kin. Nhng ph tn tha nh vy phi c so snh vi cc li ch ca vic hiu bit sn phm rnh rt v ca vic quan tm nhiu h n tng sn phm. 3. Cu trc lc lng bn theo khch hng Mt s t chc lc lng bn qua nhn vin bn chuyn trch vic cho bn ch v nhng khch hng hay ngnh cng nghip no . Vic t chc lc lng bn xoay quanh kh hng c th gip cng ty tr nn chuyn ch hn n vi khch hng v xy dng mi quan h gn gi hn vi nhng khch hng quan trng. 4. Cu trc lc lng bn kiu phc hp Khi mt cng ty bn th loi hng ha cho nhiu khch hng trn mt a bn rng cng ty thng kt hp nhiu kiu cu trc lc lng bn li vi nhau. Nhn vin bn c th c chuyn mn ha theo khch hng v lnh th, theo sn phm v lnh th hay theo lnh th sn phm v khch hng. Chng c mt cu trc n thun no l tuyt i nht cho mi cng ty v mi tnh hung. Mi cng ty cn chn la mt cu trc lc lng bn phc v tt nht nhu cu khch hng ca mnh, v thch hp nht cho tng th chin lc tip th ca mnh. 5.2.2.2 Qui m lc lng bn Mt khi cng ty c cu trc ca mnh, cng ty sn sng bc n vic cn nhc quy m lc lng bn. Nhn vin bn hng lm thnh mt trong nhng ti sn sinh li nht v cng t km nht ca cng ty. Do , vic tng s lng s lm tng doanh s ln mc tn km. Nhiu doanh nghip p dng phng php khi lng cng vic xc lp qui m lc lng bn. Ni dung gm: - Nhm khch hng ca mnh li thnh nhng loi khc nhau theo quy m, hin trng khch hng hay cc yu t no khc c lin quan n khi lng n lc cn thit duy tr h. - Quyt nh v s lng nhn vin bn hng cn thit thc hin s ln cho mi cn thit i vi tng loi khch. 5.2.3. Qun tr lc lng bn Bao gm cc cng vic: tuyn m v la chn, hun luyn v hng dn, kch thch v nh gi. 5.2.3.1. Th thc tuyn dng Nhng c im c bn ca nhn vin bn hng gii: phi l ngi trung thc, ng tin cy, hiu bit nhiu v c thi n cn.

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Sau khi quyt nh xong v nhng c im bn thn cn thit, ban qun tr phi tnh n chuyn tuyn dng. Phng nhn s c th tm kim nhn vin bng nhiu cch khc nhau, nh ngh nhng i din bn hng ca mnh gii thiu, s dng cc t chc gii thiu vic lm, ng qung co, tip xc vi sinh vin i hc thu ht nhiu ngi tham gia hng tham gia tuyn m, cn a ra mt mc lng k im tha ng, nhng c hi tng thu nhp.

5.2.3.2. Chn la nhn vin bn hng Th thc chn nhn vin c th rt khc nhau t phng vn tng ngi mt n tr nghim. Nhiu cng ty thc hin cc trc nhim nhm o lng nng khiu bn hng, c im bn thn, cng nhng c trng khc. 5.2.3.3 Hun luyn nhn vin Chng trnh hun luyn nhn vin c nhiu mc tiu. Nhn vin bn hng cn bit v nhn din r v cng ty, nn hu ht cc chng trnh hun luyn u m t v qu trnh hot ng cng nh mc ch ca cng ty, v c cu t chc, cu trc ti chnh v c s vt cht, cc sn phm v th trng chnh. Nhn vin bn hng cng phi bit sn phm ca cng ty, nn nhn vin bn hng mi s c hc v cch thc sn phm c lm ra v chng c cng nng ra sao. H cng cn c bit v c im ca khch hng cng nh ca cc i th cnh tranh, cng l v cc loi khch nh nhu cu, ng c mua hng v thi quen mua sm ca h. Cui cng h c hc cch lm sao phn chia thi gian gia khch hin c v khch trong tng l son tho bo co, v s dng truyn thng hiu qu. 5.2.3.4 Kch thch lc lng bn thu ht nhn vin bn hng, cng ty phi c mt k hoch th lao tht hp dn. Bn cnh nhn vin bn hng cn c khuyn khch c bit c th lm tt cng vic ca mnh. Ban qun tr c th lm phn chn tinh thn v lm tng thnh tch ca nhn vin bn hn qua bu khng kh ca t chc, ch tiu bn hng v cc khch l tch cc. - Bu khng kh t chc m t cm xc m nhn vin bn hng ang c v c hi, gi tr v phn thng ca mnh khi t thnh tch tt trong cng ty. Vic ng x vi cp trn trung gian ca nhn vin bn hng c bit quan trng. Mt qun tr vin bn hng gii thng xuyn lin lc vi lc lng bn hng ca mnh qua th t in thoi, thm ving ti hin trng - Ch tiu bn hng: nh mc n nh cho nhn vin bn hng, ni r s lng m h phi bn c v doanh s dnh cho cc sn phm ca cng ty s l bao nhiu. - Nhng khch l tch cc: cc cng ty c th dng n nhng khch l tch cc lm tng n lc ca lc lng bn. Nhiu cng ty tng thng tin mt, hng ha, cc chuyn ngh mt hay tng vt no khc cho nhn vin bn hng c thnh tch bn hng xut sc. 5.2.3.5. nh gi cc nhn vin bn hng

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- Ngun thng tin: ban lnh o thu nhn thng tin v cc i din bn hng bng nhi cch. Ngun quan trng nht l t nhng bo co bn hng. Thng tin b sung c th qua s quan st trc tip, th t v n khiu ni ca khch hng, thm d d lun khch hng, v ni chuy vi cc i din bn hng khc - nh gi thnh tch chnh thc: ngoi bo co ca lc lng bn hng cng vi kt qu quan st khc cung cp chnh thc t liu nh gi thnh vin ca lc lng bn hng, c th s dng cc phng php nh gi khc na. + So snh cc nhn vin bn hng vi nhau. C mt kiu nh gi l so snh v xp h thnh tch gia cc thnh vin bn hng. Tuy nhin vic so snh nh vy c th b hiu lm. Nhn vin c th c thnh tch khc nhau do c nhng khc bit v tim nng ca a bn, khi ln cng vic, mc cnh tranh, n lc qung co ca cng ty v nhiu yu t khc + So snh doanh s hin ti vi doanh s trc . Mt kiu nh gia th hai l so snh nng sut hin ti vi nng xut trc ca nhn vin bn hng. Mt s so sh nh vy s trc tip ch r tin b ca ngi . + nh gi cht lng ca nhn vin bn hng. Vic nh gi v cht lng thng i hi phi nm c s hiu bit ca nhn vin bn hng v cng ty, sn phm, khch hng, th cnh tranh, a bn v cng vic. C th nh gi h qua nhng c im bn thn nh tn cch, din mo, ni nng v tnh tnh. 5.3. Quy trnh bn hng Hu ht cc chng trnh hun luyn u xem tin trnh bn bao gm nhiu bc m mt nhn vin bn hng phi hiu r. Cc bc hng vo mc tiu l tm ra khch hng mi v ginh c s t hng ca h. Tuy nhin, hu ht cc nhn vin bn hng u dnh thi gi v vic gi vng khch hng hin c v xy dng mi quan h vi khch. Nhn vin bn hng kiu gii quyt vn ph hp vi quan im trng tip th hn nhn vin bn hng ch trng vic g bn. Nhng phm cht ca nhn vin bn hng c coi trng nht l: trung thc, ng tin cy v dt khot. Cc bc trong tin trnh bn hng l mt quy trnh bao gm: 1. Thm d, nh gi v thit lp mi quan h 2. To nim tin v tnh cm 3. Trnh by cc c tnh v li ch ca sn phm 4. Pht hin cc nhu cu ca khch hng 5. Khc phc cc kin phn i 6. Kt thc mt cuc bn hng 7. Phc v khch hng 5.3.1. Thm d, nh gi v thit lp cc mi quan h Bc th nht trong tin trnh bn hng l thm d tc nhn din ra nhng khch hng m tng lai c iu kin. Nhn vin bn hng phi tip cn vi nhiu khch hng mua tng l mi thu c mt vi mi lm mua bn. Vic thm d khch hng bao gm xc nh v nh gi cc khch hng. Nu bn hon tt

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10% doanh s bn ca nm, bn cn phi t s ln thm d gp 10 ln s v trong mi l ngun khch hng tim nng ca bn u phi t s . 5.3.1.1. Li ch ca vic thm d khch hng tm quan trng ca vic thm d khch hng Trong ngh bn hng, thm d khch hng bao gm vic xc nh v nh gi khch hng ca bn hnh dung c h l ai v h c nhu cu hay mi quan tm ban u no i vi nhng g m bn c th cung ng hay khng. Nguyn tc vng y l: ng b pha thi gian vi nhng ngi hon ton khng quan tm n sn phm ca bn. Mt phn trong vic t chc v quy hoch tng th l m bo rng bn lun c mt ngu khch hng n nh trong mi giai on trong tin trnh bn hng ca bn. Trong thc t tm quan trng ca vic thm d khch hng bng in thoi to thm cc c hi bn hng mi l mt iu khng th b xem nh. y l mt nhn t trong chu k bn hng m tt c cc hot ng khc u ph thuc vo. Nu khng c mt ngun cung ng u n cc khch hng tim nng thc s, v c sng lc k th hon ton khng c c hi no bn th hin kin thc su rng v cc k nng b hng ca bn, hay cc dch v v sn phm ca cng ty bn. Thu ht khch hng qua in thoi l mt trong nhng phng php hiu qu nht thm d khch hng. Nu ch c mt phng php nhn vin bn hng c th thc hin ngn hn vic gia tng doanh s khch hng tim nng v iu c ngha l tng s cuc hn bn hng, th iu ch c th l hy nhc in thoi ln tng chnh y l s lng bn hng m bn c th to ra t l thun vi s lng cc ln cho hng, trnh din hoc bo gi m bn thc hin, v ngoi ra cng t l thun vi s cuc hn bn hng m bn thc hin c. V vy cng c th kt lun rng s cuc gi in thoi m bn thc hin lin h trc tip n s cuc hn m bn c th to ra c. Nu chng ta ch cn tng tng trong mt thong rng u ang c 10 khch hng tim nng ang ch chng ta gi n. Nhng bn khng bit h l ai, hay h thuc cng ty no hay h thm ch h ang u. iu duy nht m bn c th c chnh l mt danh sch nh hay mt hp danh thip hoc mt cun s danh b c th cha n hng trm ci tn. n gin ch l tm ra h. H c th nm trong 10 cuc gi u tin, mc d cc thng k khng m bo iu , nhng chng ta vn hon ton c th xy ra. Hay chnh chng cng c th 10 cuc gi cui cng. Tuy nhin, nu bn khng thc hin cc cuc gi, bn s khng bao gi bit c kt qu. Ni cch khc, nu bn khng gi, bn s khng bao gi tm ra c h. Mt trong nhng nguyn tc c bn nht y l bn phi thc hin s lng cuc gi. 5.3.1.2. Lm th no tng doanh s bn bng cch s dng in thoi in thoi l cng c bn hng hiu lc ng th hai trong nghip v bn hng (ving thm trc tip lun l cng c hng u). Ngy nay cng niu cng ty v ang nhn ra sc mnh tim nng ca vic s dng in thoi thit lp cc cuc hn.

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Trong ngh bn hng, thi gian l vng bc, nhng im kinh doanh mi cng nh khch hng mi khng d g tm n. Trn in thoi, tt c nhng g bn cn l dng ging ni v ngn ng ca mnh to nn ng tng tt p u tin. Thnh thc cc k nng thit lp c cc cuc hn qua in thoi, bn c th m bo rng bn c th kim sot c kt qu bn hng ca mnh 1. Thm d qua in thoi Khi tin hnh thm d qua in thoi bn cn phi bn b, chuyn nghip v kin nhn. Ch n gin thc hin mt s cuc gi trn c s u n bn b, bt k trnh k nng hin ti ca bn nh th no, bn cng s thnh cng trong thit lp mt s cuc hn. Cc con s thng k va phc v bn li va chng li bn. Nu bn gi in thoi cho ngi, c th bn ch gp c 50 ngi c nh ( tip in thoi), v trong s 50 ngi bn c th ni chuyn c vi 25 n 30 ngi, v trong s ch c 2 n 3 ngi ng vi cuc hn. Hai n ba cuc hn c th nm trong 10 cuc gi u tin m cng c th l 10 cuc g cui cng m bn thc hin. Bn s khng bao gi bit c nu bn thc hnh vi in thoi. 2. Nhng im chnh trong vic s dng in thoi - To cm tnh qua in thoi bng cch: to ra s ph hp vi tc v lng t m khc hng ni. Nm bt cc t v cm t chnh m khch hng s dng. - Ghi nhn hnh nh ca khch hng vo tm tr - Phi sng sut khng suy ngh c nhn mnh ln t - C gi tnh cm tch cc v tt - Phi nu r mc ch cuc gi ca bn - Nu bn mun thc hin mt cuc i thoi, hy hi xem khch hng c thi gian tip bn hay khng. 3. Tip th chuyn nghip qua in thoi To mi cm tnh bng cch i thng vo vn . Nhng quy lut khi gii thiu qua in thoi. - Nu r tn bn v tn cng ty bn - i nhanh vo vn - trnh by mc ch ca mnh ngay sau li gii thiu n tng - ng cp n mt cuc hn - ng bn hng qua in thoi 5.3.1.3. nh gi, thm tra cht lng khch hng iu ny tc l, bit cch lm sao nhn din c nhng mi tt v loi tr nhng mi km. C th thm tra xem khch hng tng lai c iu kin hay khng bng tm hiu kh nng chnh, khi lng kinh doanh, nhu cu chuyn bit, a im v tim lc pht trin ca h. - nh gi khch hng tim nng m bo rng h c nhu cu i vi sn phm ca bn hay khng - C gng tm hiu trc nhiu thng tin v khch hng cng tt. Nu c th thc hin c th hy c gng tm hiu thng tin v khch hng tng lai v nhng cu tr li cho nhng cu

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hi nh: Ti sao khch hng ny li cn n sn phm hay dch v ? T ai v ti sao, nu ngi no c khch hng m mua tng nhng sn phm tng trong qu kh. Khch hng c th i hi mc h tr no Khch hng ny thc s c kh nng chi tr cho sn phm ny vi mc gi thch hp khng ? Vic tm hiu tt c nhng g m bn c th v khch hng mang li cho bn kin thc v s t tin s dng phng cch hay nht. 5.3.2. Nhng k nng trnh by To lp nim tin v cm tnh 5.3.2.1. Tin tip cn Trc khi cho mi mt khch tng lai, nhn vin bn hng nn bit cng nhiu cng tt v sn phm cng nh v t chc . Bc ny gi l tin tip cn. Nhn vin bn hng phi t r mc tiu cho mi, chng hn c th gip thm tra cht lng ca khch hng tng lai, thu thp thng tin, hay bn c ngay. Cc vn di y c nu ra gip bn hiu r sn phm/dch v ca bn cng nh xc nh s ph hp vi nhu cu ca khch hng. 1. Lit k cc cu hi hc ba nht v sn phm m khch hng s hi v t tm nhng cu tr li m bn cm thy hi lng. 2. Hy suy ngh v sn phm/dch v v lit k ra cc c tnh v li th ca n. 3. Lp ra mt h s khch hng l tng 4. Son tho bn m t v sn phm ca bn dng cc t tng hnh, tng thanh v gi cm. 5. Lit k cc im tng ng gia sn phm ca bn vi cc sn phm khc trn th trn Sau lit k nhng im khc bit ca sn phm ca bn v trnh by cho khch hng. 5.3.2.2. Tip cn bc ny nhn vin bn hng phi bit cch gp g v cho hi khch mua, cng nh bi cch to mi quan h t bc khi u tt. Bc ny bao gm chuyn b ngoi ca nhn vin bn hng, cch m chuyn, v nhn xt khin ngi ta tip chuyn. 1.To cm tnh c nhn vi khch hng tim nng Chng ta giao tip v to nh hng i vi ngi khc thng qua 3 knh giao tip chnh: ngn ng iu b, m iu ca ging ni v ni dung ni. Chng ta c th xy dng v duy tr mi quan h tt bng cch lm ch ba knh giao tip ny. Nhng n tng u tin c hnh thnh khng qu 10 giy. - Vn u tin trong ngn ng iu b chnh l cch n mt v ngoi hnh - Vn th hai to c cm tnh l t th v c ch phi ph hp - Vn th ba l m bo ph hp vi tc v nhng g khch hng ni. Lu : T ng chng ta dng km quan trng nht. Nghin cu cho thy ngi ta ch tp trung ch 50% nhng g bn ni v ch nh c 10% 2. S hi hc bao gi cng thnh cng Tm quan trng ca c khi hi - Nu ti c th lm cho khch hng tim nng ca ti ci ti c th khin anh ta/c ta mua hng.

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- c hi hc chnh l cng c giao tip quan trng v hiu lc nht - Khng c g gy dng mi quan h tt hn s hi hc - N gip nng qu trnh bn hng ln tm mc cao nht. - Chng ta phi khin khch hng tim nng ca chng ta ci 5.3.3. Gii thiu v thuyt minh (cho hng) bc gii thiu ca tin trnh bn, nhn vin bn hng, k cho ngi mua nghe cu chuyn v sn phm, qua vic trnh by sn phm c lm nh th no hay tit kim c tin bc ra sao. Nhn vin bn hng m t cc tnh nng ca sn phm, nhng ch trng vic trnh by li ch ca pha khch hng. 5.3.3.1. Cc kha cnh to nn mt bui cho hng thnh cng - Hon ton bn b - m bo thng tho v khch hng tim nng - Chun b k kng - ng i tr - T ra chuyn nghip - i thng vo vn tht nhanh, sau hi, lng nghe v tip tc hi. - Chun b mt danh sch cc khch hng hi lng - C sn mt cun s lu nhanh nhng li k tng khen ngi 1. K nng trnh by chuyn nghip - Khch hng tim nng ca bn s mua thi v s chn thnh ca bn trc khi mua s phm hay dch v - Cc k thut v k nng bn hng phi c s dng phi hp - Bn phi kim sot s trnh by ca bn - Ngh n bn hng nh mt tr chi v phi lun chin thng - Trnh by vi c nhit huyt - Lun tm kim mt n t hng 2. Trnh by phng thc t phng chm ca bn Lun ngn gn v d hiu. Cng cao u im ca hng ha cng d tht bi trong bn hng so vi nu mt t tnh nng. Cng cp n nhiu cng c nhiu c s tranh ci. Ch rt t ngi c th nh nhiu hn 5 im sau mt ln trnh by (cho hng) Trc tin, phi quyt nh 5 im chnh yu no bn cn khch hng ghi nh. Ngi ta thng d nh ti nhng g trnh by trong nhng pht u tin v nhng pht cui cng, vy hy t cc im chnh ca bn vo thi im . 5.3.3.2. Kch thch mi gic quan ca khch hng - Lng nghe, theo di, nghe ngng, cm nhn, g gm, trnh by, tr li, ci - Hy k mt cu chuyn - Trung by sn phm ra - cho khch hng s nn v cm nhn - Bin c im tr thnh li im

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- Th sn phm - Gii thch nhng iu m khch hng va ni - ng ni qu nhiu - Nhn mnh v dch v hu mi - Nhn mnh v mi quan h lu di - Bn gip khch hng ch khng bn v hoa hng - Mi lin h quan trng nht trong quy trnh Hy t cu hi ng - To cho mnh hon ton khc bit so vi i th cnh tranh hoc bt k ngi no khc - Hon ton tin tng vo nhng iu bn ni v nhng iu bn lm - ng e ngi khi s dng cc th thut bn hng - Thc hin vi tt c s am m ca bn 5.3.4. Pht hin nhu cu ca khch hng Cch duy nht xc nh nhu cu ca khch hng l t cu hi V d: - ng ang tm kim ci g ? - ng tm c g - ng c xut th no khng - ng c kinh nghim g - ng s dng thnh cn nh th no ? - ng quyt nh nh th no ? - Ti sao l yu t quyt nh - iu g khin ng chn - ng thch v iu g - ng mun ci tin mt g ca - ng mun thay i iu g v - C yu t no khc na khng - Cc i th cnh tranh ca ng lm g ? - Cc khch hng ca ng phn nh nh th no ? 5.3.4.1. Nm mo s dng cu hi hiu qu 1. S dng nhng cu hi m pht hin chnh xc khch hng cn g 2. t cu hi xc nh, dn dt khch hng n quyt nh mua hng 3. t cu hi m l bin php bn hng mm do v khi bn t cu hi, hy lng nghe cu tr li. Khch hng ang ch cho bn thy cch thc hin thnh cng cuc bn hng. 4. Cu hi m tt lm l r nhng nhu cu v mong mun. Sau bn c th p ng c. 5. Hu ht cc khch hng u cn s gip khi quyt nh mua hay khng. t cu hi v lng nghe cu tr li l cch tt nht gip khch hng quyt nh. 5.3.4.2. Nm mo giao tip hu hiu 1. ng d di chp nhn iu g ngay. t cu hi m m bo hiu ht mi nhu cu ca khch hng.

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2. Ni ngi khc hiu c, ng dng nhiu thut ng qu, ch dng cc t d hiu 3. Theo di cc du hiu ngn ng iu b xc nh khch hng c hi lng vi nhng ang xy ra hay khng 4. m bo hnh ng i i vi vic lm. Mi ngi u tin vo vic lm hn li ni 5. Sn sng p ng cc nhu cu v tm trng ca khch hng. Lm cho h thy th gin v thoi mi. 5.3.4.3. Cc cu hi thm d Trong bn hng, nhn vin bn hng ch c mt na li gii p thng tin v sn phm v dch v ca bn, khch hng c na cn li cc nhu cu. Cc cu hi thm d s gip pht hin v xc nh c cc nhu cu ca khch hng. Cc cu hi thm d s: - Khi mo dng thng tin giao tip - To hng th giao tip - Khin khch hng tham gia v ch tm vo V d: - ng b ang s dng sn phm hay dch v g ? - ng b c gp vn kh khn g hin ti khng ? - Cc c tnh ny c mang li li ch cho ng b ?

Cu hi m: l cu hi c t ra bt u mt ch v nhm khi gi cc tng v s tho lun, v d: nh th no u khi no ci g ai v khng th tr li khng h c. Cu hi ng thng c dng kim tra xem ngi nghe c hiu hay khng V d: Theo nh ti hiu th anh cn hng phi c giao trc cui tun ny phi khng ? Cu hi xc nhn hiu ri: ng bao gi cho rng bn bit c nhng g khch hng mun. Rt nhiu nhn vin bn hng cho rng khch hng mun v thch nhng iu cng nh chnh bn thn h vy. Tt nht l hy gi thuyt ngc li. 5.3.5. Trnh by cc c im v li ch v khc phc cc kin phn i 5.3.5.1. Nm cch bn cc li ch ca sn phm WIIIFM What is in it for me 1. Tp trung vo suy ngh sn phm ny mang li cho ti nhng g v a ra nhng li ch ca sn phm than mn iu . 2. Ghi nh rng, khch hng mun bit nhng g m sn phm hay dch v mang li, ch khng phi chng l g, v vy hy bin khi nim sn phm thnh li ch m sn phm mang li v bn s khin khch quyt ng mua hng. 3. Tm hiu s khc bit gia c im v li ch v tp trung vo li ch 4. trnh cm gic v gi c, tp trung v ch loi ca sn phm, gip cho khch hng nh thy ti sao sn phm c gi tr cao vi gi bn nh vy bng cch nhn mnh cc li ch. Sau lit k ton b cc li ch.

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5. Thng thng, khch hng khng bit c ton b cc li ch ca mt sn phm /dch Chng ta cn phi trnh by cc li ch tht chuyn nghip. Bn cng lm r l do ti sao h n mua, bn cng d chc chn s bn c mn hng . 5.3.5.2. Khc phc s phn i 1. Hoc l bn bn c hoc l khng 2. Bn c o to cn h th khng 3. Lng nghe v tin tng vo s hiu bit 4. Lm cho n tr thnh ci duy nht 5. Bin bch v gii quyt cu phn i 6. t mt cu hi kt 7. Xc nhn li cu tr li v S phn i thc cht l g ? Hu ht khch hng u khng mun nu r l do phn i thc s. Vn chng ta phi pht hin u l l do phn i thc s. Sau y l nhng l do phn i thc: - Khng c tin - C tin nhng khng mun tiu - Khng th t mnh quyt nh - Mun i d gi - Khng thch hoc khng tin vo sn phm, cng ty hay bn v X l phn i th no ? - Lng nghe kin phn i v xc nh xem n c thc hay khng - Chp nhn kin phn i - t cu hi thm d cho n khi bn hiu ra - nh gi l do phn i quyt nh bc kt thc bn hng - Tr li cc kin phn i sao cho ton vn c gii quyt hon ton - t cu hi kt v cho khch hng tim nng thy bn ang mun bn hng - Xc nhn cu tr li v vic bn hng 5.3.5.3. nh gi phn i v khc phc s phn i u quan trng nh nhau Hu ht cc nhn vin u khng th pht hin c l do phn i thc s v h thiu: - Kin thc v sn phm - Kin thc v bn hng - S t tin - Khng chun b tt trc khi cho hng - Thiu k nng trnh by 5.3.5.4. 7 bc s b khc phc cc kin phn i - Lng nghe cn thn s phn i - Gi bnh tnh - ng ngt li

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- Lp li cu phn i di dng cu hi - S dng ng iu c tnh chu ng - ng cm vi khch hng khi tr li - Li ko khch hng ng vi kin ca bn 5.3.6. Kt thc mt cuc bn hng 5.3.6.1. Ti sao cc nhn vin bn hng khng kt thc c Cc nguyn nhn khin nhn vin bn hng khng th kt thc c mt cuc bn hng thng ri vo cc trng hp sau: - H lo s khch hng s t chi - H lo ngi khng lm xc phm khch hng - H khng th nhn ra ng thi cn thit - H khng bit lm th no kt thc Trong sut cuc bn hng, phi lun lun thc c cc tn hiu t pha khch hng, xem l mt dng cu hi hay mt s ng . Nhn din v tn dng cc c hi ngay khi n xut hin 5.3.6.2. Kt thc cuc bn hng - Hai vn quan trng nht t cu hi v lng nghe - t cu hi ng s khin khch hng tr li - Kt hp vic t cu hi tt vi cc k nng lng nghe - Tip theo hnh thnh mt cu phn hi kt thc v bn hng - Phn tch cu hi ca bn mt cch thu o - 25% hi/ni 75% lng nghe 5.3.6.3. Giy pht quyt nh: kt thc bn hng Trc khi quyt nh mua hng, khch hng cn phi c tha mn rng - Bn l mt ngi chuyn nghip, bn i din cho mt t chc chuyn nghip v mi iu m bn ni vi anh ta u l s tht. - Sn phm m bn ang bn thnh cng mc k lc, rng sn phm ny s mang li n mi iu m bn ha hn - Anh ta hiu r chnh xc nhng g anh ta sp nhn c v nhng g anh ta s khng nh c vi s tin b ra. - Anh ta tin tng rng, trong trng hp c vn sau khi bn hng, bn v cng ty ca bn s tn trng ng hp ng. - Tt c cc cu hi ca khch hng t ra u c tr li tha mn 5.3.6.4. ngh khch mua hng Li l bn dng phi truyn t c rng bn rt chc chn xut ca bn rt thch hp cho khch hng, v quan trng hn, cc thng ip khng li ca bn ni ln iu . Nu bn c v chn ch khi t cu hi chng ta tip tc nh. Bn s to cm gic nghi ng ni khch hng. trnh iu xy ra hy: - Tuyt i lm r xut (bn hng) ca bn l hon ton thch hp vi khch hng

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- Bit rng bn hng l mt hot ng cho i ch khng phi l hot ng ly vo 5.3.6.5. Nhng bc hu ch khi kt thc bn hng 1. Khuyn khch khch hng ra quyt nh mua hng bng cch t cu hi hoc xut c la chn. 2. T a ra cc thng tin khc gip khch hng ra quyt nh 3. Hon tt cuc bn hng 4. Cm n khch hng 5.3.6.6. t cu hi kt thc bn hng nh th no ? - ngh khch mua hng ngay sau khi bn nhn thy tn hiu mua hng u tin - C gng loi tr kh nng b tr li khng i vi cu hi ca bn. Bn c th khng c c cu tr li c nhng bn s nhn c mt cuc i thoi hoc nhng li phn i m cui cng ri cng dn n cu ng vng. 5.3.7. Phc v khch hng 5.3.7.1. Nhng khch hng tng lai tt nht l khch hng hin ti ca bn Hy xem xt 10 im thun li sau y: - H bit bn - H mn bn - Bn to ra mi cm tnh - S tin tng c xy dng - Bn c mt qu trnh giao hng lm khch hng hi lng - H tn trng bn - H thch s dng dch v v sn phm ca bn - H s hi m cuc in thoi ca bn - H s nhanh chng tip thu li cho hng v qu tng bng sn phm ca bn hn. - H mua chu v chi tr cho bn trong qu kh. Bt k bn c bn c hay khng, vic tip tc gp g, tip xc vi khch hng xy dng mt mi quan h v s thin ch. 5.3.7.2. B quyt v s phc v khch hng - Vic phc v khch hng hi lng thi th khng cn c th chp nhn c na - Tht kinh ngc cng ty t c vic bn hng, c c khch hng v sau kh qun i. - S l mng, th , l l, phc v km cht lng v chm tr tr li lm mt i khch hng m ho phi chin u vt v mi c c. - Nhng bn thng k cho thy khch hng khng hi lng than phin vi ngi khc nhiu hn 20 mt ngi khch c hi lng. Mt khi bn thc hin c vic bn hng, bn c tch cc gi khch hng hay khn Phc v khch hng bao gm: - Phc v khch hng ho lng thi th khng th chp nhn c - Phc v khch hng khi u 100% - Nhn thc ca khch hng l thc t

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- Mt sai lm l mt c hi ci tin cng ty - Nhng vn rc ri c th to ra nhng s ti sp xp c li - Lm cho khch hng cm thy mnh quan trng - Ngh thut quan trng nht l ngh thut lng nghe. Phc v khch hng l mt cng c bn hng mnh m. Chng ta phi c kh nng tr li vng cho tt c: - Tt c cc nhn vin phi cng hin cho vic lm hi lng khch hng - Phi tr li ngay cho khch hng - Mi c nhn u lnh trch nhim - Thc hin nhng iu bn ni v theo di ngay - C s uyn chuyn phc v cho nhng nhu cu c bit ca nhng khch hng c bit 5.3.7.3. Nhn vin bn hng nn i x vi khch hng th no ? Nhng nhn vin bn hng v phc v khch hng phi c trch nhim c x vi khch hng - Bng s nht qun v cng bng trong vic lm n ca chng ta vi tt c khch hng v ng nghip - Bng s hng dn, dng v d, v thc hin cng vic giao ph mt cch hiu qu - Bng cch hi p nhng thc mc v yu cu ca khch hng ngay tc thi - Bng cch ch trng n chi tit ca mi trng lm vic hng ngy v nhng cng vic giy t khc - Bng cch n lc lm nhiu hn iu m cp trn, khch hng v ng nghip ca bn y cu. - Bng cch p tr nhng thch mt cch tch cc v coi nhng thch nh l c hi - Lin tc xem xt li nhng nhu cu ca khch hng v lp k hoch p ng nhng nhu cu cho ph hp vi tim nng v mc tiu ca cng ty. - Chia s s hiu bit ca bn vi cc ng nghip - Lin tc dng nhng h thng bn hng lm ngun ti liu v cung ng s hiu bit c ci tin v th trng v khch hng. 5.3.7.4. Nm mnh li to nhiu c hi nht 1. Cch thc chng ta giao dch vi khch hng nh th no s quyt nh liu chng ta s thnh cng hay tht bi. Phi lun lun tm ra c hi thng h. 2. Cho n khch hng ngay. S dng nh mt trong giao tip. Tp trung mi s ch ca bn vo khch hng 3. Hnh ng v li ch ca h. em li cho h nhiu hn nhng g h mong i 4. To mi quan h vi khch hng. C x vi h nh mt khch hng n mua mt mn hng no . 5. Hy t ra l mt con ngi c bit. Bn l ngi c o nht v khch hng cng vy. V hy i x vi h theo cch c o nht. 5.4. Ci g khch hng mun trong bn hng - Ch cung cp cho ti s tht

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- Ni tht cho ti v ng bao gi dng cu thnh tht m ni - Hy ni cho ti l do chnh ng v sao dch v/sn phm ny tt nht - Hy nu ra bng chng - Hy cho ti xem bt tch ca mt ngi khch c tha mn tt nht - Hy lm ti thy mnh quan trng - Hy lng nghe khi ti ni

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