推銷的12金法

The Twelve Golden Principles Of Selling

Published by Jonathan Farrington

Principle 1: – Always Sell To People

記得你是在和活生生的人互動。

• People are different
• No two sales are the same
• Aim at becoming a people expert
• Professional sales people actually like people
• People buy from people – they always will

Principle 2: – You Have To Sell Yourself

必須連自己一起推銷。

• Be interesting
• Develop ‘intellect’
• Never be arrogant – never talk ‘up’ or ‘down’
• Respect the buyer and they will respect you
• Develop your empathy levels
• Learn to develop rapport
• Control Your Ego Levels

Principle 3: – You Must Ask Questions

必須問問題。

• Develop your questioning techniques
• Remember What? Where? When? Which? Why? Who? And How?
• Continually ‘test your understanding’

Principle 4: – Listen To Understand

必須學會傾聽。

• God has given us two ears and one mouth, we should use them in that order
• Successful sales professionals talk for 20% of the time and listen for 80% of the time
• Develop your active listening skills

Principle 5: – Features Must Be Linked To Benefits

每一段介紹都必須提到對方為何因此得益。

Remember:

• Features are common – benefits are personal and specific
• Use the ‘link phrases’ – ‘which means that……’
• Be specific

Principle 6: – Sell The Results – ‘Paint A Picture’

明確的描繪「最後效果」。

• Discover ‘prime desires’
• Personalise benefits
• Describe end results

Principle 7: – You Cannot Rely On Logic

千萬不能仰賴以前的邏輯判斷。

• 84% of all buying decisions are based upon emotion – not logic
• What are the chief buying emotions? – Ego – Security – Pride Of Ownership – Greed – Health – Prestige – Status – Ambition – Fear Of Loss

Principle 8: –Selective Product Knowledge Is The Key

給對方最想聽的產品資訊。

• Buyers buy solutions and results they do not buy products or services

Principle 9: – Aim To Be Unique – ‘Me First’ Rather Than ‘Me Too’

告訴對方你有多特別。

• Every business, every company, every product has something that is unique
• Look outside the square
• Identify the uniqueness of: – your product – your service – your company – yourself

Principle 10: – Don’t Sell On Price

不要用冷冰冰價錢來推銷。

• It is a ‘cop out’
• Value your expertise – your products – your service and price accordingly
• Always keep the ‘bottom line’ firmly in your mind
• Anyone can give business away
• Selling on price means we do not need sales people

Principle 11: – Present Your Solutions – Don’t Tell

當場展示效果。

• When we present our proposals rather than post / fax/e-mail them we increase the likelihood of a sale by…..a factor of ten

Principle 12: – And Finally: Be Professional At all Times

永遠記得保持專業形象。

• The greatest compliment a customer can pay you is to describe you as “professional”
• Don’t worry about being liked –be respected
• Being professional is not one thing it is three:
• It is what you do, what you say and how you present yourself

工程師出身的我，現在必須走出工程師的語言。

創業是一種磨練，更是一種成長。

推銷技巧學的不只是推銷產品和服務，更需要推銷自己。

更重要的是學會~謙遜。

2009年，轉變的一年、脫離->否定->迷惑->迷失方向->轉變。

2010年，嶄新的一年，嶄新的開始，將是我的事業成長起飛的一年。