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推销过程有几个阶段?推销技巧的重要性是什么?

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来源:【人和时代·中国】vi标志设计公司 发布时间:2012-06-12 11:45:57 查看次数:

推销过程有几个阶段?推销技巧的重要性是什么?
   (1)推销过程
    推销过程可以分为四个阶段,即培养阶段、诱导阶段、清障阶段、巩固阶段。
    培养阶段,客人对推销的产品链接甚少,或者一无所知,推销人员工作的重点是在客我之间形成信任感,建立良好的沟通关系。推销人员影向客人提供有关本人、所代表的酒店以及产品特色等方面的信息,并介绍访问目的;同时,推销人员应向客人提出与推销目的有关的问题,以了解客人的需求。
    诱导阶段,客人对产品仍不了解,但是却开始发生兴趣,推销人员工作的重点是确认客人的需求,针对客人的实际情况,量体栽衣,为客人定制解决问题的方案,为此,推销人员一方面应详细的介绍产品有关的信息,并引导客人认识产品;另一方面,通过沟通交流,鼓励、诱导客户发表看法,以便较全面地掌握客人的真实想法和面临的问题,据此,推销人员向客人提供解决问题的方案。
    清障阶段,客人对酒店的产品有了相当的了解,但是还心存疑虑,推销人员的工作重点是强化产品给客人带来的好处,以消除客人心中的障碍。推销人员应与客人展开积极的讨论,耐心地解答客人的问题。
    巩固阶段,客人对酒店品牌设计产品有了相当的了解,并且愿意购买,推销人员应当抓紧时机,促使客人实现购买,并在客人消费的最初时期,及时询问客人使用产品的感受,及时处理客人提出的问题;同时,及时地宣传客人满意的事列,开始新的推销过程,争取更多的客人。
   (2)推销技巧
    ①推销人员的外貌和气质对推销的成功至关重要
    见面后,首先映入客人眼帘的是服饰,因此,推销人员应重视自己的服饰,一位外表整洁的销售人员是引起客人购买欲的先决条件,推销人员的着装要符合个人年龄、性别、身份、环境、风俗习惯,依着最好严谨朴实,女推销人员服饰以较保守一点的为好,忌过于时髦;发型整洁,头发要梳洗得干净利落,女推销人员的头发要朴素大方,不可长发披肩;男推销人员的胡子要每日一刮;女推销员的化妆要尽可能轻淡,绝不可浓妆艳抹;指甲要刷洗干净,不的涂指甲油;皮鞋要擦光亮,服饰要烫平整;保持口腔卫生。总值,应给人干净、整洁、值得信赖的印象。
    ②推销人员的谈吐举止要落落大方,谈吐得体
    在推销过程中,推销人员应避免发生以下行为:语速太快、吐字不清、语言粗俗;声音粗哑、有气无力、说话不冷不热;批评、挖苦、吹牛、撒谎;油腔滑调、沉默寡言;太随便、死皮赖脸、死磨活缠;挖耳搔头、耸肩、吐舌、咬指甲、舔嘴唇、脚不住地抖动;不停地看表、东张西望、慌慌张张等。
    ③礼仪礼貌是推销工作的基本要求
    推销人员应以诚恳、热情、友好、谦虚的态度去对待客人,一定要让和你接触的客人感到舒服、愉快和被尊重。
    ④推销人员应注重体态语言的交流
    体态语言通过面部、躯干、臂膀、手和腿五个部位得以表现,包含大量的信息。在推销过程中,推销人员不仅应当注意对方的体态反应,更应调节自身的举手投足。
    推销人员自然大方的体态,例如,目光柔和直视,坦然的手势,身体端坐等,会使客人产生积极的印象。相反,如果推销人员在客人说话时东张西望,坐立不安,紧张,双手紧握,姿势不当就会让客人产生消极的印象,导致推销失败。
    客人在不同的情况下,体态反应也是不同的。推销人员应当根据客人的反应进行调整:
    客人交叉双臂,表明他处于防卫状态,对于推销者或产品心存疑虑,推销人员应耐心待之,不应急于求成;
    客人手指敲击桌面,说明推销的方式或内容令其不耐烦,推销人员应当及时引起对方兴趣;
    客人主动点烟,是一个积极的信号,可以要求对方成交;
    客人一手托腮,代表客人很注意听到的信息,并且表现出极大的兴趣;
    客人手放在嘴的上方,有可能客人在说谎;
    客人指捏鼻梁,反映客人在思考,推销人员应耐心等待对方作出决定;
    客人面部向下,因为客人不感兴趣,不宜进行下一项内容;
    客人紧皱眉头且声音提高,此时应采取措施消除客人的极度紧张感,不应再继续推销。
    ⑤注意以下事项
    清楚地介绍自己:自己的姓名,酒店的名称,来访的理由,不要认为他已认识你,知道你要干什么。
    立即切入主题,不浪费客人的时间,否则会令人反感;一切不必要的话少谈,避免话题扯远了,达不到访问的目的。如果客人把话题扯开,就只好顺着他,不必总要拉回来言归正传。
    使客人感到被访问的重要性,这样,他会更乐于倾听你的谈话。
    不可轻易承诺自己无法兑现的事。
    永远赞成顾客的观点,即使你认为他的观点是错误的,也应该说:“对,但是......”并技巧地解释你的原因,千万不要与顾客争吵。
    学会使用借鉴和参考,告诉他某某重要组织曾在你的酒店举办过宴会,并给了很高的评价。
    拜访结束时,一定要向客人致谢,即使他并没有给你什么满意的结果,因为他肯抽时间与你谈话,已经是帮了你的忙。
There are several stages of the selling process? What is the importance of selling skills?
   (1) selling process
    The selling process can be divided into four stages, and culture stage induction stage, the wrecker stage, the consolidation phase.
    Training stage, guests rarely sell the product links, or know anything about sales personnel work focuses on the formation of a sense of trust between the passenger and I to establish a good communication relationship. Sales personnel Shadow offers I represent the information of the hotel as well as product characteristics, and describes the purpose of the visit; the same time, sales personnel should be guests of the issues related to the marketing purpose, in order to understand the needs of guests.
    Induction phase, the guests still do not understand the product, but interested, the focus of sales personnel to confirm the needs of the guests, for the guests of the actual situation, the amount of planted clothing, guests customized solutions to the problem, for which marketing staff on the one hand should be described in detail related to the product information and guide the guests recognize the product; the other hand, communication and incentives to motivate customers to express their views for a more comprehensive grasp of the true idea of ??the guests and the problems faced accordingly. marketing staff to the guests providing solutions to the problem.
    Wrecker stage, the guests of the hotel's products have a considerable understanding, but also doubts about the marketing staff focus is to strengthen the benefits of the products to the guests, to eliminate barriers to the hearts of the guests. Sales personnel should be conducted active discussions with the guests, and patiently answers the problem of the guests.
    Consolidation phase, guests have a considerable understanding of the product, and willing to buy, sell should seize the opportunity, prompting guests to buy it, ask the guests to use feelings and in the guests consumption initial period, in a timely manner, timely processing of the issues raised by the guests; in a timely manner to promote guest satisfaction column, start a new sales process, and strive for more guests.
   (2) selling skills
    ① sales personnel appearance and temperament critical to the success of the marketing
    After that meeting, the first thing that catches the guests eyes costumes, therefore, sales personnel should pay attention to their own clothing, a clean and tidy appearance of sales personnel is caused by the guests desire to buy a prerequisite for the dress of the sales personnel to meet the individual age, gender, identity , environment, customs, in accordance with the best rigorous and simple, the female sales staff dress more conservative for good, avoid too fashionable; hair neat, hair grooming a clear-cut, the hair of female sales personnel to be simple, generous, can not be long hair shawls; the beard of the male sales staff to be day scraping; the saleswoman makeup as faint, and never can be heavy make-up; nails should scrub clean, not nail polish; shoes to rub bright, clothing iron formation ; to maintain oral hygiene. Gross, should give a clean, tidy, and trustworthy impression.
    ② sales personnel of the conversation and behavior graceful conversation appropriate
    In the selling process, sales personnel should avoid the following behavior occurs: Speed ??too fast, slurred speech, vulgar language; sound gruff, weakly, speaking neither hot nor cold; criticism, sarcasm, bragging, lying; glib, reticent; too casually , Sipilailian, die grinding live entangled; dig ear scratching its shrugging, tongue biting, licking, feet, unable to shake; kept his watch, look around, panic, etc.
    The ③ etiquette courtesy of the basic requirements of the marketing efforts
    Sales personnel should be sincere, warm, friendly, humble attitude towards the guests, be sure to let you in touch with the guests feel comfortable, happy and respected.
    ④ sales personnel should pay attention to body language of communication
    Body language to manifest through the five parts of the face, trunk, arms, hands and legs, and contains a lot of information. In the selling process, sales personnel should not only pay attention to each other's body reaction should be to regulate their own gestures.
    The natural generosity of the body of the sales personnel, for example, eyes soft and look straight into the calm gestures, body sitting, guests will have a positive impression. Conversely, if the sales personnel look around when guests talk, restlessness, nervousness, hands clasped, poor posture will allow guests to have a negative impression, leading to the marketing failure.
    Guests in the different body reaction is different. Sales personnel should be adjusted according to the reaction of the guests:
    Guests cross arms, that he is in a defensive state, doubts about marketing or product marketing staff should patiently wait, should not be anxious;
    Guests finger tapping the desktop, the way to sell or make it impatient, sales personnel shall promptly cause the other party interested in;
    Guests active cigarette, is a positive signal, you can ask for transaction;
    The guests handedly Tuosai on behalf of the guests pay attention to hear the information, and showed great interest in;
    Guests hand on the top of the mouth, there may be guests lying;
    Guests pinch the bridge of the nose, reflecting the guests thinking, sales personnel should be patient and wait for the other side to make a decision;
    Guests face down, because the guests are not interested in, not the next item;
    Guests frown and improve the sound, should take measures to eliminate the extreme tension of the guests, should no longer continue to sell.
    ⑤ note the following
    Clearly introduce themselves: their name, the name of the hotel, the reasons for visiting, do not think he has to know you, know you want to do.
    Now cut to the chase and not waste the time of the guests, otherwise objectionable; less about all the unnecessary words, to avoid the topic pull away, and up to no purpose of the visit. If the guest topic tear, they had followed his, do not always have to pull back to get down to business.
    Make the guests feel the importance of being accessed, so that he will be more willing to listen to your conversation.
    Not make rash promises they can not cash.
    Always in favor of the customer's point of view, even if you think his view is wrong, and should also say: "Yes, but ..." and to explain your reasons, do not quarrel with the customer.
    Learn to use as reference, and told him of certain important organizations held a banquet in your hotel, and gave a high evaluation.
    Visit the end, must be accountable to the guests to thank, even if he does not give you satisfactory results, because he is willing to take the time to talk with you, help you busy.  
    
   

(版权所有:转载请注明来源于【人和时代·中国】 http://www.rhtimes.com 作者:先锋)


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