國際英語商務秘訣-2 - 電子商務

※ [本文轉錄自 jhs_art 看板]

作者: christines (我就是我￾N) 看板: jhs_art
標題: Selling Like a Pro: Handling Objections-Part 3 (II)
時間: Thu Aug 19 22:28:21 2004


漣樺國際商務電子報--Business Tips

== Job Smart ==

Selling Like a Pro: Handling Objections-Part 3 (II)
專業行銷人員的銷售技巧: 處理客戶的異議 Part 3 (II)

--By Terri Pebsworth--

*漣樺國際商務英文訓練中心著作權所有請勿私自轉載!!!
(Y19-2) www.salespro.com.tw 國際商務菁英領袖研習營



Selling Like a Pro: Handling Objections-Part 3 (II)

If you hear an objection and begin your response by saying that the customer is wrong, i.e. “No, our price isn’t too high,” you will create an argumentative situation by opposing the customer. This will probably cause them to defend their thinking. If you argue with the customer, you will never win. In other words, if you oppose them or argue with them, you will never get the order.

The first thing that you must do is stop and think for a moment about the objection itself. If you give a quick answer to the objection, it will seem as though you don’t take the customer’s concerns seriously. It may also appear as though you have heard the very same objection many times from other customers, and therefore, have already prepared an answer.

You should agree with the customer, however before you can agree with them, you must clearly understand what they mean by the objection. Although a common objection like, “I think your price is too high,” may seem simple to understand, in fact, the potential customer could have many different reasons for thinking your price is too high. Find out why the customer thinks your price is too high. Does the customer really believe that your price is too high or is the customer simply trying to get a lower
price that is closer to their target price? To find out why the customer said your price is too high, you must ask, i.e. “Why do you think our price is too high?”
When you truly understand why the customer thinks your price is too high, you can agree with the meaning of what they have said, i.e. “I agree that it is important to buy products that truly meet your budget requirements.”



專業行銷人員的銷售技巧: 處理客戶的異議 Part 3 (II)

如果當你聽到客戶反駁時，你就直覺認為客戶是錯的，並說 ”不!!我們的價格並不貴” 的話，你將可能與客戶產生爭執的情況，客戶就會更堅持其想法，你就無法贏。也就是說，你不同意他們就很難達成交易。

所以你該怎麼做呢? 你必須停頓一下，並想想客戶的問題。如果你馬上回答客戶的反駁時，似乎被認為你不太重視客戶的問題，好像你已經遇太多類似的問題，也知道這答案，並準備好要來應付了事。接下來，你就要開始去同意客戶的異見，但在同意之前，你必須完全了解整個異見的真正涵意。雖然像 ”你的產品價格太高” 的問題，很容易了解，但事實上客戶也許有很多其他的原因，才會說你的價格太高。一定要找出為何客戶相信你的價格太高。也許客戶真的認為太高、也可能只是在上唬你，目的是想得到他們想要的價格。所以你可以這樣問
”為何你認為我們的產品價格太高呢？”



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