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建立客戶忠誠度是否很難?

 

A WORD FROM Author
作者有話說

Dear SalesExecutive:

各位銷售精英,大家好:

How

difficult is it to learn how to sell like a true professional, and then

go out and excel on the job every day? A lot of salespeople don’t

achieve the first goal, much less the second, in their entire careers.

學習如何像真正的專業人士一樣銷售,每天都出色的完成工作然后出去玩,這有多困難嗎?很多銷售人員在整個職業生涯中都沒有實現第一個目標,更不用說第二個目標了。

Now,

how difficult would it be for every customer-contact person in your

company to learn how to communicate in a way that increases customer

loyalty in every customer interaction, every day?

現在,每天學習如何在每次客戶互動中提高客戶忠誠度的方式,對公司中的每位客戶聯系人來說都很困難。

Sounds even more daunting, right? Well, it actually doesn’t have to be very hard. Let me explain.

聽起來更令人生畏,對吧?實際上不一定非常難。下面我來說說。

We are committed to your professional success.
我們致力于您的事業成功。



Duane Sparks杜南?斯巴克斯

Author of Action Selling行動銷售作者
HOW HARD DOES BUILDING LOYALTY HAVE TO BE ?
建立忠誠度是否很難?


Good

sales training can teach you how to make more sales. Great sales

training teaches you how to create more customers who are fiercely loyal

to you and your company.

良好的銷售培訓可以教你如何進行更多的銷售。出色的銷售培訓教會您如何創建更多忠誠于您和您公司的客戶。

The

same principle applies to training that teaches any customer-contact

people—service reps, technicians, marketers—how to communicate with

customers in a way that builds stronger relationships.

同樣的原則適用于培訓任何客戶聯系人 ,服務代表,技術人員,營銷人員教會他們在與客戶溝通時如何建立更牢固的客戶關系。

Whether

the issue is sales or customer communications, genuinely great training

should produce lasting loyalty gains over a long period of time.

Customer loyalty should just keep on growing—a snowball effect. For that

to happen, the training somehow has to enable ordinary employees to

become extraordinary. And for that to happen, the training has to impart

knowledge and skills that can be used every day by average people in

the real world.

無論問題是銷售還是客戶溝通,真正出色的培訓都可以在很長一段時間內產生持久的客戶忠誠度。客戶忠誠度應該繼續增長 ——雪球效應。要做到這一點,培訓必須讓普通員工變得不平凡。為此,培訓必須傳授現實世界中普通人每天都可以使用的知識和技能。

If

training is going to impart such skills, the sales and/or communication

system being taught must be, a) easy to learn and, b) practical and

flexible enough to use on the job every day.

如果培訓要傳授這樣的技能,那么所教授的銷售和/溝通系統必須是:

a)易于學習;

b)實用且足夠靈活,可以每天在工作中使用。

With

all due modesty, I happen to know of a great sales system that also

works as a great customer-communication system. It is practical,

flexible, and easy to learn. That very point is made in a LinkedIn

message I received recently from Justin Kurtz, an interactive print

consultant at Mines and Pines, a publishing company in Grand Rapids,

Minn. “I want to share with you just how wonderful Action Selling is,”

Kurtz writes. “I live by the steps every day. I have been the top

performer at every business I’ve worked at because of Action Selling. If

only other people could realize how easy it is! Thank you.”

盡管如此,我恰好知道一個偉大的銷售系統,它也可以作為一個偉大的客戶溝通系統。它實用、靈活且易于學習。我最近從明尼蘇達州大急流城的出版公司Mines and Pines的互動印刷顧問Justin

Kurtz那里收到的LinkedIn消息中提到了這一點。Kurtz寫道“我想與你分享絕妙的行動銷售”。“我每天都活在進步中。因為行動銷售,我在工作過的企業中都是最佳表現者。真希望其他人能夠意識到它的好!謝謝。”
ALL IT TAKES IS A FEW GREAT SKILLS.
所有這些都是一項很棒的技能。
One

reason why Action Selling is so easy to grasp, learn, and apply is

because the training does not waste time and energy trying to teach

dozens of skills or loads of forgettable information. Instead it focuses

on Five Critical Skills that research has shown to be the biggest

contributors to sales success. Those skills are practical and flexible

enough to apply every day, with any customer.

行動銷售容易掌握、學習和應用是因為該培訓不會浪費時間和精力去嘗試教授數十種技能或大量容易忘記的信息。相反,它專注于五項關鍵技能,研究表明它是銷售成功的最大貢獻者。這些技能實用且靈活,方便每天與任何客戶應用。

All

five skills (such as Asking the Best Questions and setting Commitment

Objectives) ultimately aim at building stronger relationships and

earning loyalty from customers. All five are useful not only for

salespeople on formal sales calls but in any customer-contact situation.

With a few minor changes in terminology and emphasis, the expertly

designed training programs that teach Action Selling to salespeople in

an easy-to-learn way can serve equally well to turn any customer-contact

people into Customer Relationship Professionals (CRPs).

所有五項技能(如提出最佳問題和設定承諾目標)最終旨在建立更牢固的關系并贏得客戶的忠誠度。這五項技能不僅適用于正式銷售拜訪的銷售人員,也適用于任何客戶聯系情況。通過術語和重點方面的一些細微變化,專業設計的培訓計劃以易于學習的方式向銷售人員教授行動銷售,可以很好地將任何客戶聯系人轉變為客戶關系專業人員(CRP)。

Our

new program, Customer Relationship Professional, has been created to do

exactly that. What do CRPs do that ordinary customer-contact people

don’t? They generate loyalty. In every customer interaction. Every day.

我們的新計劃Customer Professional就是為了實現這一目標而創建的。哪些是普通客戶聯系人沒有做,CRP做的?每天他們與客戶互動中容易產生忠誠度危機。

How

can Action Selling merge selling skills with customer-relationship

skills in a useful, productive, and “everyday” way? Because it is based

on the best-documented sales-and-communication process in the training

industry. The system corresponds to a proven decision-making process

that every customer follows. Action Selling teaches skills that really

work in the real world. Therefore, people who learn it actually practice

it. Every day.

行動銷售何以有用?高效和“日常”的方式將銷售技巧與客戶關系技能相結合。因為它基于培訓行業中記錄最好的銷售和溝通流程。該系統對應于每個客戶遵循的經過驗證的決策過程。行動銷售教授在現實世界中真正有效的技能。因此,學習它的人實際上是每天都在應用它。

What happens when you practice something every day? It gets easy.
每天練習會發生什么?這很容易知道。

微信號:actionselling



? 近期公開課:?? 6月27-28日 深圳? 科特勒學院專注企業營銷銷售培訓
??長按右側二維碼,訪問學院微網站



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