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A:
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今天，我们非常荣幸地邀请到了有着资深销售经验的陈老师来给大家讲课，大家欢迎！
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jīntiān, wǒmen fēicháng róngxìng de yāoqǐng dào le yǒuzhe zīshēn xiāoshòu jīngyàn de Chén lǎoshī lái gěi dàjiā jiǎngkè, dàjiā huānyíng!
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Today we are honored to have Ms. Chen with us, who has extensive sales experience. She's going to lecture today, so let's all welcome her!
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B:
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大家好，我们从最浅的开始，我讲一个故事好了。其实这个故事也经常发生在我们的生活当中。
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dàjiā hǎo, wǒmen cóng zuì qiǎn de kāishǐ, wǒ jiǎng yī gè gùshi hǎo le. qíshí zhè ge gùshi yě jīngcháng fāshēng zài wǒmen de shēnghuó dāngzhōng.
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Hi, everyone. Let's start with the basics. I'll tell a story, and it's one that actually happens pretty often in our daily lives.
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B:
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一个商店里面，然后呢，我那天就跑进去，那个化妆品柜台的销售超级超级热情地跑过来跟我说：“哎呀，小姐，你的那个皮肤看上去真好，然后你的皮肤一定要好好地保养，然后的话，你看我们这个化妆水怎么样怎么样好，这个东西怎么好，你用了肯定好。”那个销售说：“要不要试一试？”我非常非常遗憾地看了她一眼，就说：“不好意思，小姐，请问，洗手间在哪里。”
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yī gè shāngdiàn lǐmiàn, ránhòu ne, wǒ nà tiān jiù pǎo jìnqu, nàge huàzhuāngpǐn guìtái de xiāoshòu chāojí chāojí rèqíng de pǎo guòlai gēn wǒ shuō：" āiyā, xiǎojie, nǐ de nàge pífū kàn shangqu zhēn hǎo, ránhòu nǐ de pífū yīdìng yào hǎohāo de bǎoyǎng, ránhòu dehuà, nǐ kàn wǒmen zhè ge huàzhuāngshuǐ zěnmeyàng zěnmeyàng hǎo, zhè ge dōngxi zěnme hǎo, nǐ yòng le kěndìng hǎo.” nàge xiāoshòu shuō：" yàobuyào shì yi shì?” wǒ fēicháng fēicháng yíhàn de kàn le tā yī yǎn, jiù shuō：" bùhǎoyìsi, xiǎojie, qǐngwèn, xǐshǒujiān zài nǎli.”
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So there's a shop, and one day I ran in there, and the salesperson at the cosmetics counter was super, super enthusiastic as she ran over to me. She said, "Oh, miss, your skin looks really nice! So you really need to protect your skin." And then it was about how great their toner is, and how great this other thing is, and if you use them the results are definitely going to be great. And then the salesperson said, "would you like to try them out?" I told her with an extremely regretful look, "I'm sorry, miss, but could you tell me where the restroom is?"
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B:
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其实我根本不是她潜在的客户。
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qíshí wǒ gēnběn bùshì tā qiánzài de kèhù.
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Actually I wasn't a potential customer for her at all.
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B:
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很多销售就会问，那么到底什么样的客户才是潜在的客户？那么这对于其实销售是非常重要的。
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hěn duō xiāoshòu jiù huì wèn, nàme dàodǐ shénmeyàng de kèhù cái shì qiánzài de kèhù? nàme zhè duìyú qíshí xiāoshòu shì fēicháng zhòngyào de.
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A lot of salespeople will ask, "how are you supposed to know what kind of customer is a potential customer?" This is actually very important in sales.
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B:
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作为一个销售，他的第一件事情就是判断出来，在茫茫的人群当中，哪些人才是我可能把我的产品销售出去的对象。
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zuòwéi yī gè xiāoshòu, tā de dì yī jiàn shìqing jiùshì pànduàn chūlái, zài mángmáng de rénqún dāngzhōng, nǎxiē rén cái shì wǒ kěnéng bǎ wǒ de chǎnpǐn xiāoshòu chūqù de duìxiàng.
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As a salesperson, the first thing you have to do is make a call. Among the big mass of people, which people can possibly become the sales targets for my product?
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B:
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那么可能要基于两点来考虑，我觉得最基本的两点。第一点是说，这个客户的确有需求，第二点是说这个客户即使有了需求，他也有钱，他有这个购买力。
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nàme kěnéng yào jīyú liǎng diǎn lái kǎolǜ, wǒ juéde zuì jīběn de liǎng diǎn. dì yīdiǎn shì shuō, zhè ge kèhù díquè yǒu xūqiú, dì èrdiǎn shì shuō zhè ge kèhù jíshǐ yǒu le xūqiú, tā yě yǒuqián, tā yǒu zhè ge gòumǎilì.
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So here we probably have to take two things into consideration, the two I consider most basic. The first is that this customer truly has a need. The second is that this customer not only has the need, but he also has money, purchasing power.
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B:
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那么其实判断客户的需求，我觉得作为销售，有一个很重要的素质是说他需要学会倾听。
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nàme qíshí pànduàn kèhù de xūqiú, wǒ juéde zuòwéi xiāoshòu, yǒu yī gè hěn zhòngyào de sùzhì shì shuō tā xūyào xuéhuì qīngtīng.
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So actually, determining a customer's needs, for a salesperson, requires the very important quality of knowing how to listen.
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B:
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其实你碰到客户的时候，你不要去急于地表达你的东西。因为你都还不知道客户到底要什么。客户要的东西，即使你知道他可能是要化妆品，但是你知道他要化妆水，还是要粉饼，还是要什么东西？那么这肯定是不成功的。
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qíshí nǐ pèngdào kèhù de shíhou, nǐ bù yào qù jíyú de biǎodá nǐ de dōngxi. yīnwèi nǐ dōu hái bù zhīdào kèhù dàodǐ yào shénme. kèhù yào de dōngxi, jíshǐ nǐ zhīdào tā kěnéng shì yào huàzhuāngpǐn, dànshì nǐ zhīdào tā yào huàzhuāngshuǐ, háishì yào fěnbǐng, háishì yào shénme dōngxi? nàme zhè kěndìng shì bù chénggōng de.
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Actually, when you first meet a customer, you shouldn't rush to bring up your stuff, because you don't even know you what the customer wants. You might know that the customer wants cosmetics, but do you know if it's toner, or powder, or something else that she wants? That's not going to work.
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B:
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所以作为一个销售，他必须要用各种不同的话去套客户，然后从客户的回答当中了解这个客户真正的需求。
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suǒyǐ zuòwéi yī gè xiāoshòu, tā bìxū yào yòng gèzhǒng bùtóng dehuà qù tào kèhù, ránhòu cóng kèhù de huídá dāngzhōng liǎojiě zhè ge kèhù zhēnzhèng de xūqiú.
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That's why as a salesperson you have to work all kinds of angles on the customer, and then from the customer's responses figure out her real needs.
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B:
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那么这个话到底应该怎么问，这个问题是非常非常有讲究的。我们要问的问题必须是开放式的问题。
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nàme zhè ge huà dàodǐ yīnggāi zěnme wèn, zhè ge wèntí shì fēicháng fēicháng yǒu jiǎngjiu de. wǒmen yào wèn de wèntí bìxū shì kāifàngshì de wèntí.
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As for how exactly you should ask, there is much that can be said about that. The questions we ask need to be open-ended questions.
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B:
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那么有些客户很婆婆妈妈的，会跟你说，哎呀，我为什么要买这个东西，因为呢，我妈妈怎么样，然后呢我爸爸怎么样，我女儿怎么样。然后呢，哎呀，说了半天。但是你不要以为就是他们都是在啰里啰唆当中说，你的销售线索往往就是从这些杂碎的东西里面获得的。
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nàme yǒuxiē kèhù hěn pópomāmā de, huì gēn nǐ shuō, āiyā, wǒ wèishénme yào mǎi zhè ge dōngxi, yīnwèi ne, wǒ māma zěnmeyàng, ránhòu ne wǒ bàba zěnmeyàng, wǒ nǚér zěnmeyàng. ránhòu ne, āiyā, shuō le bàntiān. dànshì nǐ bù yào yǐwéi jiùshì tāmen dōu shì zài luōliluōsuō dāngzhōng shuō, nǐ de xiāoshòu xiànsuǒ wǎngwǎng jiù shì cóng zhèxiē zásuì de dōngxi lǐmiàn huòdé de.
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Some customers just go on and on, and they'll say, "Ah, the reason I have to buy this thing is that my mom is like this, and then my dad is like that, and my daughter is like that." And then she's said a lot. But don't think that she's just babbling on aimlessly. Your sales clues are usually obtained from that random babble.
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B:
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他跟你海阔天空，扯到最后的话，你就发现，哦，原来不止你有这个需求，也许你爸爸也有这个需求，你妈妈也有这个需求，哎，你小孩也有哦。那么你原来可能买一个人，最后可能买了四个人。对吧？那么他是在跟这个客户的交流当中去挖掘需求。
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tā gēn nǐ hǎikuòtiānkōng, chě dào zuìhòu dehuà, nǐ jiù fāxiàn, ò, yuánlái bùzhǐ nǐ yǒu zhè ge xūqiú, yěxǔ nǐ bàba yě yǒu zhè ge xūqiú, nǐ māma yě yǒu zhè ge xūqiú, āi, nǐ xiǎohái yě yǒu ò. nàme nǐ yuánlái kěnéng mǎi yī ge rén, zuìhòu kěnéng mǎi le sì gè rén. duìba? nàme tā shì zài gēn zhè ge kèhù de jiāoliú dāngzhōng qù wājué xūqiú.
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She's rambling all over the place, until at the end, you discover that it's not just you that has this need. Maybe your dad has this need, and oh, your child has it too. So originally you were going to sell to one person, but now you might sell to four people. Right? So you have to uncover the needs over the course of communication with the customer.
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