加拿大外贸
This Week's Tip:They Are Impressed When You
Know This About Them
Greetings!
Every once and a while, a sales rep,
on a follow-up call with me will say,
"So how's the barbeque cooking team
doing?"
"Keeping that golf game sharp?"
"Your kids doing well? You have a
a daughter still in college, right?"
Like most other humans, it makes me
feel good when someone takes interest
in me and my interests. (If they are sincere,
and the situation is appropriate, of course.)
It shouldn't be that uncommon when
someone does it well. After all, with all
of today's technology, CRM, etc., you
would think that most sales reps would
be all over this powerful aspect of human
relations and sales.
But most are not.
If you are, you have an edge.
People buy from people.
People they know, like, and trust.
Building relationships that build
businesses in the process.
And for you, that means being truly
interested in the people you call, both
from a business and personal view
will pay big dividends for you.
Business information, naturally, is what you
should be gathering on all of your calls.
How the business is run, what their specific
needs, wants, and objectives are.
But you should get personal information too.
This takes you to the next relationship level.
Especially if you do any type of account
management, calling customers on a
regular basis.
This includes such data as hobbies, special
interests, family, accomplishments, leisure
time activities, organization memberships,
and special dates such as birthdays. You
can glean this info from several sources.
-From the prospect/customer. Of course
this is your best source. You can be reactive,
listening carefully to any clues they bring
up during the call, and then acting on them.
Like if they mention they're going to be gone
for a week, ask, "Oh, business or pleasure?
Where are you going? What do you like to
do when you're there?"
Or, be proactive, and ask about them
personally, "I'll be spending the weekend at
kids' basketball games. You have any
kids Mike?"
-From secretaries/assistants. They can be
bountiful sources of information for you. Ask
them about the boss. What does he/she like
to do with their spare time? Ask them to
describe the boss' office. What is on the
walls, shelves, and desk? Any photos,
trophies, plaques? When is his/her birthday?
-His/Her Competitors. Don't laugh. If you
sell to your customers' competition, listen
carefully to what they have to say.
-Publications. If you specialize in an
industry, be sure you get the trade pubs
for that niche. You'll learn more about the
industry, the competition, your customer's
business, and maybe even your customer.
-Search engines. Be sure to Google your
contacts periodically to see whatever might
come up. I found out one of my customers
was a marathon runner and it really impressed
him that I knew.
To make recording this information easy,
have special fields set up in your CRM.
At the end of each call, update your fields
with the new info you gather. Set up
reminders to alert you to birthdays each
month.
Using Your Information
There is a wide gap between people
who are perceived as "Product/Service
SALESpeople," and "Buyer's Helpers."
You bridge that gap when you use
custom information. Here are ideas.
-On your calls. As you build your
relationships, try to mix personal information
in your conversations. Get the prospect/
customer talking about their interests,
and you'll also find them talking about
orders. Every phone call doesn't have to
be a business call either. Why not a
Happy Birthday call?
-Through the mails. Send birthday
cards, anniversary cards, notes of
congratulations or thanks, or anything
to mark special occasions. News
clippings about personal or business
interests are always a fine gesture.
The important point here is that every
time your customer receives one of
these items from you, you are amplifying
your image in the customer's mind.
When you use personal, custom
information, you peel away the layers of
business formality and possibly resistance
that exist before most, and during many
sales transactions.
By appealing to personal needs and
interests on a one-to-one basis, you
burn a long-lasting impression into the
customer's mind that translates into
loyalty, appreciation, respect, and mutual
benefit in terms of the business relationship.
QUOTE OF THE WEEK
"The rung of a ladder was never meant to rest upon,
but only to hold a man's foot long enough to enable
him to put the other somewhat higher."
Thomas H. Huxley
Go and Have Your Best Week Ever!
Art
评论
简要说明：《每周翻译论坛：提高英语表达水平，增强外贸销售能力》
这是一种学习方式，即大家以翻译的方式、跟贴的形式来翻译美国电话推销培训大师ART先生的每周短文，从而在学习美式英语的同时，学习如何推销自己和公司的产品。我以为这是一举两得的好方法。由于我对ART的熟悉，所以，由我担任指导老师。开篇说明的序言请参见我的博客：
http://blog.shanghai.com/user1/1111/archives/2007/2843.html
过去的2007年共有50期内容，请参看2008年的贺年帖子，里面有所有50篇短文的连接地址：
http://bbs.shanghai.com/thread-913751-1-1.html
2008年帖子如下：
第一期，08-01-11：你想成为富翁吗？ （批改参考见23、24楼）
http://bbs.shanghai.com/thread-931859-1-3.html
第二期，08-01-23：每天你都在应试找工作 （批改参考见6、7楼）
http://bbs.shanghai.com/thread-950375-1-1.html
第三期，08-01-25：2008年开门红：轻松销售 （批改参考见12楼）
http://bbs.shanghai.com/thread-955166-1-1.html
第四期：08-02-01：客户喜爱你，他们就会给你金钱 （批改参考见10、11楼）
http://bbs.shanghai.com/thread-964302-1-1.html
第五期：08-02-07：名人也曾经失败过 （批改参考见10楼）
http://bbs.shanghai.com/thread-967286-1-1.html
第六期：08-02-16：不要把利润白白送走 （批改参考见5楼）
http://bbs.shanghai.com/thread-971895-1-1.html
第七期：08-02-21：真诚地说：你好吗？ （批改参考见??楼：缺乏作业 ）
http://bbs.shanghai.com/thread-980549-1-1.html
第八期：08-02-29：你以为你已经有确定的潜在客户了吗？ （批改参考见??楼：缺乏作业 ）
http://bbs.shanghai.com/thread-994599-1-1.html
第九期：08-03-07：怎么说才能拉近对方？（批改参考见??楼：缺乏作业 ）
http://bbs.shanghai.com/thread-1006298-1-1.html
如有兴趣学习和翻译更多的文章，请你至下述我的博客，翻译以后给我，我会为你评改修正。（内有60篇）
http://blog.netat.net/index.php/110759
已经有部分ART文章，完成了翻译和修正工作，发在了我的博客上：（现有26篇）
http://blog.shanghai.com/user1/1111/index.html
谢谢各位的参与。坚持实践，必有成效。若您有任何意见或建议，或者您需要进一步的英语学习资料和我的英语教学咨询，请发站内短信或直接进入我的QQ 416503427。
[ 本帖最后由 bruce1 于 2008-3-14 21:31 编辑 ]
评论
it makes me feel good when someone takes interest in me and my interests.
tks for ur hard work
评论
LZ是个有心的人！
评论
那确实啊~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
评论
This Week's Tip:
They Are Impressed When You
Know This About Them
当你了解你的客户的时候，他们就会对你有印象。
Greetings!
大家好
Every once and a while, a sales rep,
on a follow-up call with me will say,
偶尔有一次，和我一起共事的一位销售代表在一个跟踪电话里这样说：
"So how's the barbeque cooking team
doing?"
“你们的野餐活动过得还不错吧？”
"Keeping that golf game sharp?"
“关注这次高尔夫运动了吗？”
"Your kids doing well? You have a
a daughter still in college, right?"
“你真会开玩笑。你有个女儿在上大学，对吗？”
Like most other humans, it makes me
feel good when someone takes interest
in me and my interests. (If they are sincere,
and the situation is appropriate, of course.)
就像大多说人一样，如果某个人对你或是你的爱好产生兴趣的话，那么你会感到非常不错的。（当然，如果他们态度真诚，形势适宜。）
It shouldn't be that uncommon when
someone does it well. After all, with all
of today's technology, CRM, etc., you
would think that most sales reps would
be all over this powerful aspect of human
relations and sales.
某个人在这方面表现出色是不足为怪的。毕竟，有着技术，和客户关系管理等等这样的一个大背景，你可能认为大部分销售代表都有能力去处理好人际关系和销售关系。
But most are not.
不，大部分人做得都不够。
If you are, you have an edge.
如果你是一个推销人员的话，你可能刚够到边。（意即表现也不好）
People buy from people.
人与人之间产生购买关系
People they know, like, and trust.
Building relationships that build
businesses in the process.
人们在彼此了解，喜欢，信任的过程中，逐渐建立起商业关系。
And for you, that means being truly
interested in the people you call, both
from a business and personal view
will pay big dividends for you.
对你来说，那意味着要真诚地对你做打电话的那位要有所了解，包括在商业上面和个人观点方面都要有所了解，这将会对你有所帮助的。
Business information, naturally, is what you
should be gathering on all of your calls.
How the business is run, what their specific
needs, wants, and objectives are.
理所当然的，你要在你所有的电话中尽可能的去收集一些商业方面的信息。生意如何运转，他们的具体需求，他们的所想和他们的目标各是什么。
But you should get personal information too.
This takes you to the next relationship level.
Especially if you do any type of account
management, calling customers on a
regular basis.
但是，你也应该得到一些客户的个人信息。这将会提升你的人际关系水准。尤其是，如果你做的是任何一种形式的会计管理的话，那更要定时地给你的客户打电话。
This includes such data as hobbies, special
interests, family, accomplishments, leisure
time activities, organization memberships,
and special dates such as birthdays. You
can glean this info from several sources.
客户的个人信息包括：他的习惯，爱好，家庭，成就，娱乐活动，他所加入哪个组织的会员，还有一些特殊的，如他的生日了等等。你要千方百计的或许这些信息。
-From the prospect/customer. Of course
this is your best source. You can be reactive,
listening carefully to any clues they bring
up during the call, and then acting on them.
Like if they mention they're going to be gone
for a week, ask, "Oh, business or pleasure?
Where are you going? What do you like to
do when you're there?"
-从你的潜在客户/常规客户那里去获取。当然，这是最好的获取来源。在电话中，你要积极自己的去听他们给你带来的有价值的线索，过后就要用上。例如，客户说将要外出一个周，你可以为“工作外出还是出去玩玩呢？你去哪？你在那里会做些什么”
Or, be proactive, and ask about them
personally, "I'll be spending the weekend at
kids' basketball games. You have any
kids Mike?"
或者，主动出击，问他们“这个周末我会在儿童篮球场里打球，你会去吗，迈克？”
-From secretaries/assistants. They can be
bountiful sources of information for you. Ask
them about the boss. What does he/she like
to do with their spare time? Ask them to
describe the boss' office. What is on the
walls, shelves, and desk? Any photos,
trophies, plaques? When is his/her birthday?
-从他的秘书或助手那里获得信息。对你来说，这是个宽泛的信息来源渠道。问问他关于他老板的一些事情。比如，老板喜欢在业余时间做什么？让他谈一谈老板的办公室，墙上，书架上，桌子上都有什么？有什么图片，奖状，装饰品？ 还有他的生日等等。
-His/Her Competitors. Don't laugh. If you
sell to your customers' competition, listen
carefully to what they have to say.
-从他的竞争对手那里获取信息。不要笑。如果你把货卖给了你客户的竞争对手，仔细听听他们说了什么。
-Publications. If you specialize in an
industry, be sure you get the trade pubs
for that niche. You'll learn more about the
industry, the competition, your customer's
business, and maybe even your customer.
-从他们宣传材料上去获取信息。如果你对某一个行业很精通，那你一定要保证你能做成一笔生意。你会从这个行业中，从竞争中，从你的客户的经营中，甚至从你的客户身上学到很多很多东西。
-Search engines. Be sure to Google your
contacts periodically to see whatever might
come up. I found out one of my customers
was a marathon runner and it really impressed
him that I knew.
-从搜索引擎去获取客户信息。保证定期在Google上搜索你所联系的客户，了解他们的最新动向。我就是从搜索引擎上发现我一位客户是一位马拉松运动员，我知道，当我跟他提到这一点的时候，的确给他留下了很深的印象。
To make recording this information easy,
have special fields set up in your CRM.
At the end of each call, update your fields
with the new info you gather. Set up
reminders to alert you to birthdays each
month.
让这些信息记录变得容易，建立你的客户关系管理系统。打完每一个电话的时候，要及时的更新你所收集到的信息。每月都要看一下本月中，是否有你客户的生日纪录。
Using Your Information
There is a wide gap between people
who are perceived as "Product/Service
SALESpeople," and "Buyer's Helpers."
You bridge that gap when you use
custom information. Here are ideas.
如何运用你的信息
在“销售服务人员”和“买家帮忙者”这两类人之间还是有一定差距的。当你使用客户信息的时候，就会弥补这种差距。下面是些方法：
-On your calls. As you build your
relationships, try to mix personal information
in your conversations. Get the prospect/
customer talking about their interests,
and you'll also find them talking about
orders. Every phone call doesn't have to
be a business call either. Why not a
Happy Birthday call?
-关于你的电话。当建立起你们的关系的时候，在谈话中要混淆所谓的个人信息。 当客户在谈论他们的兴趣爱好的时候，你会发现他们也会去提到订单。每个电话不一定非要扯上商业的痕迹。为什么不给他们打一个祝他们生日快乐的电话呢？
-Through the mails. Send birthday
cards, anniversary cards, notes of
congratulations or thanks, or anything
to mark special occasions. News
clippings about personal or business
interests are always a fine gesture.
-通过你的邮件。在一些特殊的日子里，给他们发去生日卡片，周年纪念日卡片，祝福感谢的话语等等。关于个人兴趣爱好或商业兴趣爱好的一些信息是很有意义的。
The important point here is that every
time your customer receives one of
these items from you, you are amplifying
your image in the customer's mind.
这里的重点就是每一个客户都到你所提供给他的这些信息的时候，这些信息回放大你的客户心目中的形象。
When you use personal, custom
information, you peel away the layers of
business formality and possibly resistance
that exist before most, and during many
sales transactions.
在很多销售交易的过程中，当你运用这些客户个人的信息的时候，你就剥去了商业的外衣，避免以前很可能遇到的客户的抵触情绪。
By appealing to personal needs and
interests on a one-to-one basis, you
burn a long-lasting impression into the
customer's mind that translates into
loyalty, appreciation, respect, and mutual
benefit in terms of the business relationship.
不断地运用这些客户信息，你会在客户头脑中建立起长久的持续的印象。再跟客户谈论纯商业的时候，他们会感到你忠诚，对你有感激之情，对你产生尊敬之情，他们认为你们会双赢。
QUOTE OF THE WEEK
"The rung of a ladder was never meant to rest upon,
but only to hold a man's foot long enough to enable
him to put the other somewhat higher."
Thomas H. Huxley
本周引言：
“梯子的横挡不是让你在那里休息，而是让帮助你让你爬得更高。”
托马斯。H. 赫胥黎
Go and Have Your Best Week Ever!
Art
[ 本帖最后由 yuzhong21 于 2008-3-18 07:50 编辑 ]
评论
7--10期作业全部完成，望楼主抽时间修改。。。等待修改中。。。。等待11期中。。。。。。。
评论
11期发了吗？？？？？？？？？？？？？？？？？
[ 本帖最后由 yuzhong21 于 2008-3-20 08:38 编辑 ]
评论
This Week's Tip:
They Are Impressed When You
Know This About Them
当你了解你的客户的时候，他们就会对你有印象。
Greetings!
大家好
Every once and a while, a sales rep,
on a follow-up call with me will say,
偶尔有一次，和我一起共事的一位销售代表在一个跟踪电话里这样说：
常常有对我打跟踪电话的销售代表会说：
"So how's the barbeque cooking team
doing?"
“你们的野餐活动过得还不错吧？”
“烧烤团队还好吗？”
"Keeping that golf game sharp?"
“关注这次高尔夫运动了吗？”
“高尔夫球技还保持吗？”
"Your kids doing well? You have a
a daughter still in college, right?"
“你真会开玩笑。你有个女儿在上大学，对吗？”
“你的孩子还好吧？你有个女儿还在大学，对吗？”
Like most other humans, it makes me
feel good when someone takes interest
in me and my interests. (If they are sincere,
and the situation is appropriate, of course.)
就像大多说人一样，如果某个人对你或是你的爱好产生兴趣的话，那么你会感到非常不错的。（当然，如果他们态度真诚，形势适宜。）
就像很多其他人一样，如果某人对我或是我所关心的事情有兴趣，我会感到很高兴。（当然，如果他们态度真诚而且场合适宜。）
It shouldn't be that uncommon when
someone does it well. After all, with all
of today's technology, CRM, etc., you
would think that most sales reps would
be all over this powerful aspect of human
relations and sales.
某个人在这方面表现出色是不足为怪的。毕竟，有着技术，和客户关系管理等等这样的一个大背景，你可能认为大部分销售代表都有能力去处理好人际关系和销售关系。
有人在这方面表现出色并不足奇。毕竟，有着当今的技术和和客户关系管理软件等，你可能认为大部分销售代表都全力以赴使用这种很有效的人际关系和销售。
But most are not.
不，大部分人做得都不够。
If you are, you have an edge.
如果你是一个推销人员的话，你可能刚够到边。（意即表现也不好）
如果你做到了，你就有优势。LS为什么老是不能理解作者的意思呢？
People buy from people.
People they know, like, and trust.
Building relationships that build
businesses in the process.
人与人之间产生购买关系。人们在彼此了解，喜欢，信任的过程中，逐渐建立起商业关系。
人们向别人购买 – 从他们所了解、喜欢和信任的人那里购买。建立人际关系，同时也是建立商业关系。
And for you, that means being truly
interested in the people you call, both
from a business and personal view
will pay big dividends for you.
对你来说，那意味着要真诚地对你做打电话的那位要有所了解，包括在商业上面和个人观点方面都要有所了解，这将会对你有所帮助的。
Business information, naturally, is what you
should be gathering on all of your calls.
How the business is run, what their specific
needs, wants, and objectives are.
理所当然的，你要在你所有的电话中尽可能的去收集一些商业方面的信息。生意如何运转，他们的具体需求，他们的所想和他们的目标各是什么。
But you should get personal information too.
This takes you to the next relationship level.
Especially if you do any type of account
management, calling customers on a
regular basis.
但是，你也应该得到一些客户的个人信息。这将会提升你的人际关系水准。尤其是，如果你做的是任何一种形式的会计管理的话，那更要定时地给你的客户打电话。
any type of account management 任何形式的客户关系管理（这里的account = customer account）
This includes such data as hobbies, special
interests, family, accomplishments, leisure
time activities, organization memberships,
and special dates such as birthdays. You
can glean this info from several sources.
客户的个人信息包括：他的习惯，爱好，家庭，成就，娱乐活动，他所加入哪个组织的会员，还有一些特殊的，如他的生日了等等。你要千方百计的获取这些信息。
-From the prospect/customer. Of course
this is your best source. You can be reactive,
listening carefully to any clues they bring
up during the call, and then acting on them.
Like if they mention they're going to be gone
for a week, ask, "Oh, business or pleasure?
Where are you going? What do you like to
do when you're there?"
-从你的潜在客户/常规客户那里去获取。当然，这是最好的获取来源。在电话中，你要积极自己的去听他们给你带来的有价值的线索，过后就要用上。例如，客户说将要外出一个周，你可以为“工作外出还是出去玩玩呢？你去哪？你在那里会做些什么”
-从潜在客户/常规客户那里去获取。当然，这是最好的获取来源。你可以有针对地反应，即在打电话时仔细聆听他们提到的任何线索，然后有所反应。例如，客户说将要外出一个周，你问：“去出差还是去玩？你去哪里？去了那里你喜欢做什么？”
Or, be proactive, and ask about them
personally, "I'll be spending the weekend at
kids' basketball games. You have any
kids Mike?"
或者，主动出击，问他们“这个周末我会在儿童篮球场里打球，你会去吗，迈克？”
或者，积极主动，问他们个人问题：“整个周末我要参加我孩子的篮球活动。迈克，你有孩子吗？”
-From secretaries/assistants. They can be
bountiful sources of information for you. Ask
them about the boss. What does he/she like
to do with their spare time? Ask them to
describe the boss' office. What is on the
walls, shelves, and desk? Any photos,
trophies, plaques? When is his/her birthday?
-从他的秘书或助手那里获得信息。对你来说，这是个宽泛的信息来源渠道。问问他关于他老板的一些事情。比如，老板喜欢在业余时间做什么？让他谈一谈老板的办公室，墙上，书架上，桌子上都有什么？有什么图片，奖状，装饰品？ 还有他的生日等等。
-His/Her Competitors. Don't laugh. If you
sell to your customers' competition, listen
carefully to what they have to say.
-从他的竞争对手那里获取信息。不要笑。如果你把货卖给了你客户的竞争对手，仔细听听他们说了什么。
-Publications. If you specialize in an
industry, be sure you get the trade pubs
for that niche. You'll learn more about the
industry, the competition, your customer's
business, and maybe even your customer.
-从他们宣传材料上去获取信息。如果你对某一个行业很精通，那你一定要保证你能做成一笔生意。你会从这个行业中，从竞争中，从你的客户的经营中，甚至从你的客户身上学到很多很多东西。
-从出版物上获取信息。如果你专攻某个行业，那你一定要保证有那个市场的行业出版物。你会更多地了解这个行业、（客户的）竞争对手、你客户的商情、甚至你客户的本身情况。
-Search engines. Be sure to Google your
contacts periodically to see whatever might
come up. I found out one of my customers
was a marathon runner and it really impressed
him that I knew.
-从搜索引擎去获取客户信息。保证定期在Google上搜索你所联系的客户，了解他们的最新动向。我就是从搜索引擎上发现我一位客户是一位马拉松运动员，我知道，当我跟他提到这一点的时候，的确给他留下了很深的印象。
To make recording this information easy,
have special fields set up in your CRM.
At the end of each call, update your fields
with the new info you gather. Set up
reminders to alert you to birthdays each
month.
让这些信息记录变得容易，建立你的客户关系管理系统。打完每一个电话的时候，要及时的更新你所收集到的信息。每月都要看一下本月中，是否有你客户的生日纪录。
为了记录这些信息便利起见，在你的客户关系管理系统中设立特别的空格。每一个电话打完时，在空格中及时添加你新收集的信息。设立提醒功能，提示你每个月的客户生日。
Using Your Information
There is a wide gap between people
who are perceived as "Product/Service
SALESpeople," and "Buyer's Helpers."
You bridge that gap when you use
custom information. Here are ideas.
如何运用你的信息
“产品或服务推销员”和“买家帮忙者”这两类人之间有着巨大的差距。当你使用客户信息的时候，就会弥补这种差距。下面是些方法：
-On your calls. As you build your
relationships, try to mix personal information
in your conversations. Get the prospect/
customer talking about their interests,
and you'll also find them talking about
orders. Every phone call doesn't have to
be a business call either. Why not a
Happy Birthday call?
-关于你的电话。当建立起你们的关系的时候，在谈话中要混淆所谓的个人信息。 当客户在谈论他们的兴趣爱好的时候，你会发现他们也会去提到订单。每个电话不一定非要扯上商业的痕迹。为什么不给他们打一个祝他们生日快乐的电话呢？
-在你电话里。当你在建立你们关系时，要在交谈中掺入个人信息。让潜在客户或客户谈论他们的兴趣爱好，你会发现他们也会提到订单。每个电话不一定非要是商业电话。为什么不打个“生日快乐”电话呢？
-Through the mails. Send birthday
cards, anniversary cards, notes of
congratulations or thanks, or anything
to mark special occasions. News
clippings about personal or business
interests are always a fine gesture.
-通过你的邮件。在一些特殊的日子里，给他们发去生日卡片，周年纪念日卡片，祝福感谢的话语等等。关于个人兴趣爱好或商业兴趣爱好的一些信息是很有意义的。
。。。新闻简报切合个人或商业兴趣的，往往是个很好的举动。
The important point here is that every
time your customer receives one of
these items from you, you are amplifying
your image in the customer's mind.
这里的重点就是每一个客户得到你所提供给他的这些信息的时候，这些信息会放大你在客户心目中的形象。
When you use personal, custom
information, you peel away the layers of
business formality and possibly resistance
that exist before most, and during many
sales transactions.
在很多销售交易的过程中，当你运用这些客户个人的信息的时候，你就剥去了商业的外衣，避免以前很可能遇到的客户的抵触情绪。
当你运用个人的、有针对性的信息时，你就剥去了一本正经的商业外衣和可能的客户拒绝，而这个原本是存在于多数销售交易之前和很多销售交易过程之中的。
[ 本帖最后由 bruce1 于 2008-3-24 01:12 编辑 ]
评论
By appealing to personal needs and
interests on a one-to-one basis, you
burn a long-lasting impression into the
customer's mind that translates into
loyalty, appreciation, respect, and mutual
benefit in terms of the business relationship.
不断地运用这些客户信息，你会在客户头脑中建立起长久的持续的印象。再跟客户谈论纯商业的时候，他们会感到你忠诚，对你有感激之情，对你产生尊敬之情，他们认为你们会双赢。
在一对一的基础上迎合对方个人的需要和兴趣，你会在客户头脑中刻下长久的烙印，这个将在商业关系中转化成忠诚、欣赏、尊重和双赢。
QUOTE OF THE WEEK
"The rung of a ladder was never meant to rest upon,
but only to hold a man's foot long enough to enable
him to put the other somewhat higher."
Thomas H. Huxley
本周引言：
“梯子的横档不是让你在那里休息，而是帮助你让你爬得更高。”
托马斯。H. 赫胥黎
Go and Have Your Best Week Ever!
Art
评论
This Week's Tip:
They Are Impressed When You
Know This About Them
了解这些会给他们留下好印象
Greetings!
大家好！
Every once and a while, a sales rep,
on a follow-up call with me will say,
经常接到销售代表的跟踪电话，他会问：“
"So how's the barbeque cooking team
doing?"
烤肉团伙怎么样了？“
"Keeping that golf game sharp?"
”高尔夫比赛还是那么刺激吧？”
"Your kids doing well? You have a
a daughter still in college, right?"
“你的孩子怎么样？你还有个女儿在读大学，对吧？”
Like most other humans, it makes me
feel good when someone takes interest
in me and my interests. (If they are sincere,
and the situation is appropriate, of course.)
像很多其他人一样，当有人对我和我的爱好感兴趣时，我会很高兴。（当然，是在对方诚恳，且环境适宜的情况下）
It shouldn't be that uncommon when
someone does it well. After all, with all
of today's technology, CRM, etc., you
would think that most sales reps would
be all over this powerful aspect of human
relations and sales.
能够做到这样并不是很稀奇的事情。毕竟，在现今发达的科学技术下，大多数销售代表都应该能够将这么有力的人人际关系方面用于促进销售。
But most are not.
然而，他们并没有那样做。
If you are, you have an edge.
但是如果你这样做了，你就有了优势。
People buy from people.
人们都向他们知道，喜欢并且信任的人购买东西。
People they know, like, and trust.
Building relationships that build
businesses in the process.
建立这种人际关系也就是做生意的过程。
And for you, that means being truly
interested in the people you call, both
from a business and personal view
will pay big dividends for you.
并且对你而言，无论是从生意，还是从个人的角度，对你要打电话的对象真正的感兴趣将会给你带来巨大的收益。
Business information, naturally, is what you
should be gathering on all of your calls.
How the business is run, what their specific
needs, wants, and objectives are.
商业信息其实就是你从电话中收集到的信息。例如，公司运营情况，他们最需要什么，想要什么，目标是什么。
But you should get personal information too.
This takes you to the next relationship level.
Especially if you do any type of account
management, calling customers on a
regular basis.
但是，与此同时，你也应该收集个人信息。这有利于你进入下一个关系水平，特别是当你做客服性质的工作，需要经常与客户联系时。
This includes such data as hobbies, special
interests, family, accomplishments, leisure
time activities, organization memberships,
and special dates such as birthdays. You
can glean this info from several sources.
个人信息包括爱好，嗜好，家庭，成就，业余活动，隶属组织以及生日等特殊信息。这些信息，你可以通过以下几个途径获得：
-From the prospect/customer. Of course 通过客户直接获得
this is your best source. You can be reactive,当然，这是这是你获取资料的最佳方式。留意打电话时，客户提供的任何信息，然后，对信息进行分析。
listening carefully to any clues they bring
up during the call, and then acting on them.
Like if they mention they're going to be gone
for a week, ask, "Oh, business or pleasure?
Where are you going? What do you like to
do when you're there?"
例如，当他们提及他们将要外出一周时，你可以问他们：“哦，是吗？出差还是出去玩啊？去哪啊？在那你们都做些什么啊？”
Or, be proactive, and ask about them
personally, "I'll be spending the weekend at
kids' basketball games. You have any
kids Mike?"
或者，以自已为前提，问他们些私人方面的问题，例如：“这个周末，我要和孩子打篮球。麦克，你有孩子了吗？”
-From secretaries/assistants. They can be 通过客户的秘书或助理获得
bountiful sources of information for you. Ask 秘书或助理能够给你提供大量全面的信息。
them about the boss. What does he/she like 询问他们老板的一些信息，例如：业余时间，他们喜欢干吗？老板的办公室是什么样子？墙上，架子上，书桌上都有什么？有没有相片啊，奖品啊，纪念品等东西？老板的生日是什么时候？
to do with their spare time? Ask them to
describe the boss' office. What is on the
walls, shelves, and desk? Any photos,
trophies, plaques? When is his/her birthday?
-His/Her Competitors. Don't laugh. If you 通过客户的竞争对手获得
sell to your customers' competition, listen 不要笑。如果你也向客户的竞争对手销售的话，认真听他们说什么。
carefully to what they have to say.
-Publications. If you specialize in an 通过出版物获得
industry, be sure you get the trade pubs如果你专攻某一行，一定要有这一行的交易出版物。
for that niche. You'll learn more about the
industry, the competition, your customer's
business, and maybe even your customer.
通过这些出版物，你能获得更多有关这个行业的信息，如竞争情况，客户的运营情况，甚至是客户的更多信息。
-Search engines. Be sure to Google your 通过搜索引擎
contacts periodically to see whatever might定时搜索客户的信息，预测所有可能发生事件。
come up. I found out one of my customers
was a marathon runner and it really impressed
him that I knew.
通过搜索引擎，我曾经发现我的一位客户竟然是马拉松运动员。对于此，客户对我的印象很好。
To make recording this information easy,
have special fields set up in your CRM.
At the end of each call, update your fields
with the new info you gather. Set up
reminders to alert you to birthdays each
month.
为了轻松记录这些信息，在你的客户关系管理中建立专门的信息存储地方。打完电话后，将新收集到的信息添加进去。并且，将每月内的客户生日设置提醒。
Using Your Information利用你的资料获取信息
There is a wide gap between people 产品或服务的销售人员与客户的帮手有很大的不同。使用客户资料就可以缩短这一差距。以下就是一些好注意.
who are perceived as "Product/Service
SALESpeople," and "Buyer's Helpers."
You bridge that gap when you use
custom information. Here are ideas.
-On your calls. As you build your 利用电话 当你想建立你们的关系时，试着在对话中参杂一些私人信息。
relationships, try to mix personal information
in your conversations. Get the prospect/让客户谈谈他们的兴趣爱好时，你也可以找到一些订单的蛛丝马迹。
customer talking about their interests,
and you'll also find them talking about
orders. Every phone call doesn't have to
be a business call either. Why not a 并不是每个电话都是为了生意。生日时打个电话祝贺又何妨？
Happy Birthday call?
-Through the mails. Send birthday 利用邮件 给客户发生日卡片，周年卡片，祝贺或感谢便条，或者任何标注特殊事件的邮件
cards, anniversary cards, notes of
congratulations or thanks, or anything
to mark special occasions. News
clippings about personal or business
interests are always a fine gesture.
有关个人或商业兴趣的剪辑也是不错的选择。
The important point here is that every
time your customer receives one of
these items from you, you are amplifying
your image in the customer's mind.
最重要的是让客户在收到你发给他们的那些资料时，扩大你在他们心中的形象。
When you use personal, custom
information, you peel away the layers of
business formality and possibly resistance
that exist before most, and during many
sales transactions.
当你使利用这些私人的，习惯性的信息时，绝大多数销售交易中存在的拘泥形式被摒弃，或被抵制。
By appealing to personal needs and
interests on a one-to-one basis, you
burn a long-lasting impression into the
customer's mind that translates into
loyalty, appreciation, respect, and mutual
benefit in terms of the business relationship.
通过一对一的迎合客户的个人需要和爱好，一种代表忠诚，理解，尊重以及买卖关系中的互惠互利的印象将长期根于客户的心中。
QUOTE OF THE WEEK
"The rung of a ladder was never meant to rest upon,
but only to hold a man's foot long enough to enable
him to put the other somewhat higher."
Thomas H. Huxley
梯子的价值并非停留于本身，而在于使登梯子的人将其他的东西放的更高。
Go and Have Your Best Week Ever!
Art
评论
cool
I like these infor
tks for your sharing
评论
好贴子啊,我一定把这一套都学习学习!
评论
i learn a lot , english and saleskills ,from these article
txs!
评论
This Week's Tip:
They Are Impressed When You
Know This About Them
了解客户,增加印象分
Greetings!
大家好!
Every once and a while, a sales rep,
on a follow-up call with me will say,
经常有销售代表在跟踪电话里这样说
"So how's the barbeque cooking team
doing?"
"野餐聚会搞得怎么样啊?"
"Keeping that golf game sharp?"
"最近还打打高尔夫球吧?"
"Your kids doing well? You have a
a daughter still in college, right?"
"你孩子们怎么样啊?女儿还在上大学吧?"
Like most other humans, it makes me
feel good when someone takes interest
in me and my interests. (If they are sincere,
and the situation is appropriate, of course.)
像其他人一样,如果有人对我或我的爱好感兴趣,
我会觉得这很贴心.(如果场合适宜,话语真诚)
It shouldn't be that uncommon when
someone does it well. After all, with all
of today's technology, CRM, etc., you
would think that most sales reps would
be all over this powerful aspect of human
relations and sales.
如果有人在这方面做得很好,这并不足为奇.
毕竟,以现在的科学技术,客户管理系统等等,
你会觉得大部分销售代表会在人际关系和销售
方面大展拳脚.
But most are not.
但情况并不是这样.
If you are, you have an edge.
如果你是的话,那么你具有了这一优势
People buy from people.
交易是人向其他人的购买行为
People they know, like, and trust.
Building relationships that build
businesses in the process.
从他们所认识,喜欢和信任的人那里购买.
并在交易中建立人际关系.
And for you, that means being truly
interested in the people you call, both
from a business and personal view
will pay big dividends for you.
对你来讲,即意味着你要对所联系的人有真正的
了解,不管是商业关系上还是个人观念上,而这也对
你大有裨益.
Business information, naturally, is what you
should be gathering on all of your calls.
How the business is run, what their specific
needs, wants, and objectives are.
自然地,你要在电话联系中搜集所需要的商业信息.
生意如何运作,客户的需要,目的是什么.
But you should get personal information too.
This takes you to the next relationship level.
Especially if you do any type of account
management, calling customers on a
regular basis.
但你也得了解客户的个人信息,这会让你们的关系
上一层台阶. 特别是做客户管理的, 定期给客户打电话.
This includes such data as hobbies, special
interests, family, accomplishments, leisure
time activities, organization memberships,
and special dates such as birthdays. You
can glean this info from several sources.
这些信息包括客户的爱好,兴趣,家庭,事业,业余活动,
组织会员资格,还有特别的日子例如他的生日.这些可以从
很多渠道获取.
-From the prospect/customer. Of course
this is your best source. You can be reactive,
listening carefully to any clues they bring
up during the call, and then acting on them.
Like if they mention they're going to be gone
for a week, ask, "Oh, business or pleasure?
Where are you going? What do you like to
do when you're there?"
-来自客户. 这当然是最好的来源. 保持互动,仔细聆听
电话中的每一个细节, 然后做出相应的反应. 例如如果他们
提到要离开一星期, 你可以问, 出差还是游玩呢? 打算去哪里
呢? 去那想干点什么呢?
Or, be proactive, and ask about them
personally, "I'll be spending the weekend at
kids' basketball games. You have any
kids Mike?"
或者,表现积极主动,亲自去询问, 如
"我周末和孩子们打篮球, 你有孩子吗,mike?"
-From secretaries/assistants. They can be
bountiful sources of information for you. Ask
them about the boss. What does he/she like
to do with their spare time? Ask them to
describe the boss' office. What is on the
walls, shelves, and desk? Any photos,
trophies, plaques? When is his/her birthday?
-来自秘书或是助理. 他们是你丰富信息的来源.
向他们打听老板. 他/她业余时间喜欢做什么?
向他们打探老板办公室的摆设. 墙上的装饰、
书架、书桌是怎样的？有没有照片、奖杯、画？
他/她的生日是什么时候？
-His/Her Competitors. Don't laugh. If you
sell to your customers' competition, listen
carefully to what they have to say.
-客户的竞争者。别笑，如果你向客户的竞争对手
兜售货物，那么仔细听听他们所说的。
-Publications. If you specialize in an
industry, be sure you get the trade pubs
for that niche. You'll learn more about the
industry, the competition, your customer's
business, and maybe even your customer.
-出版物。如果你专门从事一个行业，那么确定自己
拥有该行业的出版物。你会了解更多，行业，竞争，
客户的情况，甚至可能是你的客户的情况。
-Search engines. Be sure to Google your
contacts periodically to see whatever might
come up. I found out one of my customers
was a marathon runner and it really impressed
him that I knew.
-搜索引擎。定期在搜索引擎上查查自己的通讯录情况，
看看有什么新的东西。我发现我的一个客户跑过马拉松，
我告诉他的时候，这留给他极深的印象。
To make recording this information easy,
have special fields set up in your CRM.
At the end of each call, update your fields
with the new info you gather. Set up
reminders to alert you to birthdays each
month.
为了让更容易的记录该信息，在客户管理系统里建立
特别区域，在每次电话联系后，更新该区域信息。
建立新的提醒，提醒自己每个月都有哪些客户生日。
Using Your Information
There is a wide gap between people
who are perceived as "Product/Service
SALESpeople," and "Buyer's Helpers."
You bridge that gap when you use
custom information. Here are ideas.
如何利用自己的信息
在“产品/服务推销员”和“买家助理”之间
存在着很大的隔阂。利用好这些信息，你就能
清除这一隔阂。提供一些方法：
-On your calls. As you build your
relationships, try to mix personal information
in your conversations. Get the prospect/
customer talking about their interests,
and you'll also find them talking about
orders. Every phone call doesn't have to
be a business call either. Why not a
Happy Birthday call?
-在电话里。在建立人家关系的时候，努力将个人信息
穿插在对话里。让客户谈谈他们的兴趣的同时，你会发现
他们也会谈论订单的事情。并不是每一个电话都要和生意
有关。一个生日贺电又未尝不可呢？
-Through the mails. Send birthday
cards, anniversary cards, notes of
congratulations or thanks, or anything
to mark special occasions. News
clippings about personal or business
interests are always a fine gesture.
-通过邮件。发送生日卡片，周年纪念卡片，
贺语或者感谢的话语，或者是任何能作为
特殊场合的纪念的东西。关于个人或商业的
的新闻报导总是一个不错的选择。
The important point here is that every
time your customer receives one of
these items from you, you are amplifying
your image in the customer's mind.
重点是，你每向客户发送一次这样的信息，
你在客户心目中的好形象就增加一分。
When you use personal, custom
information, you peel away the layers of
business formality and possibly resistance
that exist before most, and during many
sales transactions.
在很多商业交易过程中，当你使用这些个人或特定信息
的时候，你就剥离了商业的外衣，还避免了以前很可能
遇到的阻力。
By appealing to personal needs and
interests on a one-to-one basis, you
burn a long-lasting impression into the
customer's mind that translates into
loyalty, appreciation, respect, and mutual
benefit in terms of the business relationship.
通过一对一的个人需要和兴趣的吸引，你会在客户的
脑海中留下长久不灭的印象，从而将其转化为忠诚，欣赏，
尊重，双赢的商业关系。
QUOTE OF THE WEEK
"The rung of a ladder was never meant to rest upon,
but only to hold a man's foot long enough to enable
him to put the other somewhat higher."
Thomas H. Huxley
本周引言：
“梯子的横栏不是用来休息的，而是将人送到更高的地方。”
托马斯·H·赫胥黎
Go and Have Your Best Week Ever!
Art
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