加拿大外贸
This Week's Tip:This Is Even More Important Than
GETTING the Sale
Greetings!
Everyone has their customer service horror
stories...how they were treated unbelievably
poorly by someone they were trying to give
their money to, or already had.
My focus each week is primarily on sales,
but yet, without great service, our efforts
can be "one and done," one sale and that's
the last we see of the customer. Clearly not
what we want.
So, this week, I have invited my good friend,
and a top customer service expert, speaker,
and trainer, Lisa Ford to share some ideas
on customer service we can all use.
--------------------------------------------------------------
This Is Even More Important
Than GETTING the Sale
By Lisa Ford
You work pretty darn hard to get a customer.
But what do you and your company do to
keep customers, which is where the real
profit is?
I went to my bank to close all SIX of my family's
accounts. The teller asked why, and I said,
“Poor service.”
The teller promptly summoned over a manager—
whom I had met for the first time in banking there
for six years—who proceeded to ask about the
poor service.
Maybe you’ve experienced something similar.
I explained that despite banking there regularly
for over six years and having six accounts, no
one ever acknowledged me or knew me by name,
and tellers would often chat with each other while
handling me transactions as if I wasn’t even there.
The icing was when a teller demanded to see my
ID when I was trying to make a DEPOSIT into my
own account. The manager, instead of listening
carefully, came up with excuses for each example
of poor service. Instead of listening, he was formulating
his defense with each answer.
You are most likely in a very competitive business
with others offering the same products at about
the same price. In this marketplace, your products
and services can not be your difference, your
service must be the difference. Even if that is not
your job title. Customers are more savvy, sophisticated,
informed as well as picky and demanding. That means
you must deliver what customers want and be really
good at handling the challenges of providing good
customer service.
I am still amazed that most often I receive very
mediocre and average service. Most businesses
“process” customers, as opposed to serving them.
Everyone seems to be interested in getting me as
a customer but few do much to keep me. Instead
they irritate me by acting as if they don’t know
anything about me even though I have done
business with them repeatedly.
One that does get it—and gets my business in
return—is Pizza Hut. When I call my local Pizza
Hut for a delivery, they ask for my phone number
and then confirm it is me who’s calling. Then they
say, “Ms. Ford, would you like a large thin crust
with pepperoni and mushroom like you ordered
last time?”
Wow! If Pizza Hut can do this, then why can’t
everyone else? My expectations suddenly change
with one question from Pizza Hut.
If you want to stand out in a crowded, competitive
marketplace, and get your customers to continue
to buy from you, to be raving advocates for you,
give them what they want. These four points are
quite simple.
1. Customers want you to listen. Show them respect.
Hear their unique needs. It takes focus and energy.
For example, do you ever find yourself listening to
the first few words of what your customer or prospect
says, then you tune out and begin formulating what
your response will be, even before they've finished?
Dangerous, and potentially costly. I suggest you
engage in “naïve listening,” which is l listening as if
you did not already know the answer (unlike my ex-
bank’s manager).
2. Customers want you to show you know them.
When have you thanked them for doing business
with your company for the last 6 years? Pizza Hut
recognizes me, the bank did not. One still has
my business.
3. Customers want you to pay attention to the
details. Use their name, call back when promised,
choose your language carefully and create an
experience because you are passionate about
customer service! That’s not rocket science, is it?
4. Customers want you to remember it is their time
and money. You are not doing them a favor. They
are doing you one. Don’t forget it.
Customer satisfaction means relying on the basics.
They work every time. The problem is we make it
all too complicated. Yes, we need customer
relationship management strategies, customer
“engagement” and a customer-centric focus. But
we don’t have the right to go there until we deliver
the basics first.
I speak at many company meetings where the slogan
for that gathering is something like, “The Year of the
Customer”. I always wonder what year is NOT the
Year of the Customer?
_________________________________________________
QUOTE OF THE WEEK
"Being on par in terms of price and quality only gets you
into the game. Service wins the game."
Tony Alessandra
Go and have your best week ever!
Art
[ 本帖最后由 tinalijing 于 2008-4-28 23:48 编辑 ]
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8楼）
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5楼）
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4楼）
http://bbs.shanghai.com/thread-1006298-1-1.html
第十期：08-03-14：了解了关于客户的这一点，他们就会对你刮目相看（批改参考见9、10楼）
http://bbs.shanghai.com/thread-1020246-1-1.html
第十一期：08-03-24：没有这个，你的成功机会将是零（批改参考见7楼）
http://bbs.shanghai.com/thread-1035659-1-1.html
第十二期：08-03-30：空想愿望不如这个简单技巧来得有效（批改参考见10楼）
http://bbs.shanghai.com/thread-1049631-1-1.html
第十三期：08-04-7：超级推销明星的惊人技巧 （批改参考见6、7楼）
http://bbs.shanghai.com/thread-1063050-1-1.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。
评论
This Week's Tip:
This Is Even More Important Than
GETTING the Sale
本周技巧：这比达成交易更重要。
Greetings!
大家好！
Everyone has their customer service horror
stories...how they were treated unbelievably
poorly by someone they were trying to give
their money to, or already had.
关于客户服务，每个人都有各自令人惊愕的故事。他们遭受了一些人难以想象的恶劣对待。而他们正打算或已经将钱支付给这些人。
My focus each week is primarily on sales,
but yet, without great service, our efforts
can be "one and done," one sale and that's
the last we see of the customer. Clearly not
what we want.
我每周主要关注的是销售。但是，没有好的服务，我们的努力只能是“一次的、完结的”。一次买卖意味着最后一次见到客户。这显然不是我们想要的。
So, this week, I have invited my good friend,
and a top customer service expert, speaker,
and trainer, Lisa Ford to share some ideas
on customer service we can all use.
所以本周我邀请了我的好友Lisa Ford，一位顶级客服专家、演讲家和培训师，和我们一起分享她对我们身边客服一些看法。
This Is Even More Important
Than GETTING the Sale
By Lisa Ford
本周技巧：这比达成交易更重要。
You work pretty darn hard to get a customer.
你竭尽全力为了获得一个客户。
But what do you and your company do to
keep customers, which is where the real
profit is?
但是为了保住客户你和你的公司是怎么做的？留住客户才是利润的真正来源。
I went to my bank to close all SIX of my family's
accounts. The teller asked why, and I said,
“Poor service.”
我去银行取消了我家的全部6个账号。银行出纳员询问原因，我回答说：“服务太差。”
The teller promptly summoned over a manager—
whom I had met for the first time in banking there
for six years—who proceeded to ask about the
poor service.
出纳员立刻将事情呈报给一位经理。我在这家银行6年来还是第一次见到这位经理。他接下来询问了有关服务差的事情。
Maybe you’ve experienced something similar.
I explained that despite banking there regularly
for over six years and having six accounts, no
one ever acknowledged me or knew me by name,
and tellers would often chat with each other while
handling me transactions as if I wasn’t even there.
或许你也曾经有过相似的经历。我解释说，尽管我定期在银行办理业务已经有6年多时间，账号也有6个了，却没有一个人认识我或知道我的名字。出纳员在办理我的业务时相互聊天，无视我的存在。
The icing was when a teller demanded to see my
ID when I was trying to make a DEPOSIT into my
own account. The manager, instead of listening
carefully, came up with excuses for each example
of poor service. Instead of listening, he was formulating
his defense with each answer.
最令我寒心的是当我打算向自己账户里存钱的时候，出纳员竟要求我出示身份证。（然而）这位经理非但没有仔细的聆听，反而为每件糟糕的服务编造理由并为每个理由做着辩解。
You are most likely in a very competitive business
with others offering the same products at about
the same price. In this marketplace, your products
and services can not be your difference, your
service must be the difference. Even if that is not
your job title. Customers are more savvy, sophisticated,
informed as well as picky and demanding. That means
you must deliver what customers want and be really
good at handling the challenges of providing good
customer service.
你或许在以同质同价的商品与他人展开激烈的竞争。在这个市场中，你的商品与他人无异，但是你的服务一定要迥然不同。即使这不是你的职责所在。客户都是精明世故、见多识广甚至是吹毛求疵和要求苛刻的。这意味着你要提供客户需要的东西并对为客户提供优质服务这样的难题有很好的解决之道。
I am still amazed that most often I receive very
mediocre and average service. Most businesses
“process” customers, as opposed to serving them.
我仍然惊讶于我接受的大部分服务都很稀松平常。绝大部分业务员“处理”客户，而非服务客户。
Everyone seems to be interested in getting me as
a customer but few do much to keep me. Instead
they irritate me by acting as if they don’t know
anything about me even though I have done
business with them repeatedly.
每个人都乐于将我变成他们的客户，但很少有人为能留住我而花费精力。相反，他们装出一副对我一无所知的样子即便是我已经同他们做过多次生意。这让我很光火。
One that does get it—and gets my business in
return—is Pizza Hut. When I call my local Pizza
Hut for a delivery, they ask for my phone number
and then confirm it is me who’s calling. Then they
say, “Ms. Ford, would you like a large thin crust
with pepperoni and mushroom like you ordered
last time?”
但是有一位就做到了－——我成了回头客。它是一家批萨饼屋。我打电话到当地一家批萨店叫外卖，他们询问了我的号码然后确认了打电话的人是我。随后，他们说：“Ford女士，你还是喜欢上次购买的那种点缀了意大利辣肠和蘑菇的大薄饼吗？”
Wow! If Pizza Hut can do this, then why can’t
everyone else? My expectations suddenly change
with one question from Pizza Hut.
哇！如果批萨店都能做到这些，为什么其他人做不到呢？批萨店让我的期望突然间有了改变。
If you want to stand out in a crowded, competitive
marketplace, and get your customers to continue
to buy from you, to be raving advocates for you,
give them what they want. These four points are
quite simple.
如果你想在激烈的市场竞争中一马当先，让客户成为你产品的持续购买者和义务宣传者并提供客户所需的东西。以下四点简单易行。
1. Customers want you to listen. Show them respect.
Hear their unique needs. It takes focus and energy.
For example, do you ever find yourself listening to
the first few words of what your customer or prospect
says, then you tune out and begin formulating what
your response will be, even before they've finished?
Dangerous, and potentially costly. I suggest you
engage in “naïve listening,” which is l listening as if
you did not already know the answer (unlike my ex-
bank’s manager).
1.客户需要你的倾听。表达你的尊敬，聆听他们的特殊要求。这需要花精力和体力。例如，你是否发现自己在听完客户或潜在客户的头几句话后甚至未等他们说完就开口说话或盘算起你的应答来。这样做很危险会有潜在的损失。我建议你做“幼稚聆听”状，即故作不知道答案的聆听。
2. Customers want you to show you know them.
When have you thanked them for doing business
with your company for the last 6 years? Pizza Hut
recognizes me, the bank did not. One still has
my business.
2.客户希望你会认识他们。你什么时候感谢过同你公司做过6年生意的伙伴？批萨店认识我，银行却不认识我。我一只是批萨店的顾客。
3. Customers want you to pay attention to the
details. Use their name, call back when promised,
choose your language carefully and create an
experience because you are passionate about
customer service! That’s not rocket science, is it?
3. 顾客希望你关注细节。称呼他们的名字，按承诺时间回电话，注意措辞，创新工作，因为你热衷于客户服务。这不是制造火箭的科学，是吧？
4. Customers want you to remember it is their time
and money. You are not doing them a favor. They
are doing you one. Don’t forget it.
4. 客户希望你记住这是他们的时间和金钱。你不是在帮他们的忙，而是他们在帮你的忙。不要忘记！
Customer satisfaction means relying on the basics.
客户的满意是建立在这些基础之上的。
They work every time. The problem is we make it
all too complicated. Yes, we need customer
relationship management strategies, customer
“engagement” and a customer-centric focus. But
we don’t have the right to go there until we deliver
the basics first.
这些方法行之有效。问题是我们把它太过复杂化了。当然，我们是需要客户关系管理策略，客户“参与”和以客户为中心的工作重心。但是，在没有提供基本的服务之前，我们不要想当然的认为就能达到这些目标。
I speak at many company meetings where the slogan
for that gathering is something like, “The Year of the
Customer”. I always wonder what year is NOT the
Year of the Customer? 我在许多公司的会议上发过言。这些公司集会提出的就是“客户年”之类的口号。我总是在想哪一年不是客户年。
_________________________________________________
QUOTE OF THE WEEK
本周引语
"Being on par in terms of price and quality only gets you
into the game. Service wins the game."
Tony Alessandra
凭借价格和质量只是比赛的入场券，服务才能让你赢得比赛。托尼.．亚利桑德拉
Go and have your best week ever!
Art
评论
楼上的太厉害了 学习
评论
有没有群啊， 我希望哪位好心人建个qq群一起交流下
评论
每周翻译论坛：提高英语表达水平，增强外贸销售能力(2008/14)
This Week's Tip:
This Is Even More Important Than
GETTING the Sale
本周技巧：
这个比你卖出去东西还要重要
Greetings!
问好！
Everyone has their customer service horror
stories...how they were treated unbelievably
poorly by someone they were trying to give
their money to, or already had.
每个人在销售过程中总有哪么一两个不可思议的事情。 他们受到一些他们想要做生意或者已经做过生意的人的不可思议的差态度。
My focus each week is primarily on sales,
but yet, without great service, our efforts
can be "one and done," one sale and that's
the last we see of the customer. Clearly not
what we want.
我每个星期考虑问题总是从销售出发。但是，没有好的服务，我们的生意都可能是“一次性的买卖”，这当然不是我们想要的结果。
So, this week, I have invited my good friend,
and a top customer service expert, speaker,
and trainer, Lisa Ford to share some ideas
on customer service we can all use.
所以这个星期我邀请了我的好朋友。一个顶级销售服务专家，演讲师和训练师，里沙 福特来分享几个我们都能用到的服务。
--------------------------------------------------------------
This Is Even More Important
Than GETTING the Sale
By Lisa Ford
这比做成生意还要重要--- Lisa Ford
You work pretty darn hard to get a customer.
你真的很辛苦才开发到一个顾客。
But what do you and your company do to
keep customers, which is where the real
profit is?
但是你和你的公司是如何来维护这个客户的方法,是真正利益的所在。
I went to my bank to close all SIX of my family's
accounts. The teller asked why, and I said,
“Poor service.”
我到银行去，注销了我家用的6个账号。服务员问我为什么？我说服务太差。
The teller promptly summoned over a manager—
whom I had met for the first time in banking there
for six years—who proceeded to ask about the
poor service.
这个服务员 请出来大堂经理--这是我六年来在这家银行第一次看到这个大堂经理--他问我哪里不满意.
Maybe you’ve experienced something similar.
I explained that despite banking there regularly
for over six years and having six accounts, no
one ever acknowledged me or knew me by name,
and tellers would often chat with each other while
handling me transactions as if I wasn’t even there.
可能你也经历了 类似的情况。 我解释说尽管六年来我一直在这家银行办了6个账号，但似乎没有一个人说是认识我 或者记住我的名字的。而且你们工作人员在给我办业务的时候，经常相互聊天就当我不在的一样。
The icing was when a teller demanded to see my
ID when I was trying to make a DEPOSIT into my
own account. The manager, instead of listening
carefully, came up with excuses for each example
of poor service. Instead of listening, he was formulating
his defense with each answer.
更郁闷的是，当我要求给我帐户里存点钱的时候，服务人员还要求看我的身份证。而这大堂经理，不是认真的听我的述说，而是在为不好的服务找理由。不说是认真的倾听，反而是一个劲的找理由。
You are most likely in a very competitive business
with others offering the same products at about
the same price. In this marketplace, your products
and services can not be your difference, your
service must be the difference. Even if that is not
your job title. Customers are more savvy, sophisticated,
informed as well as picky and demanding. That means
you must deliver what customers want and be really
good at handling the challenges of providing good
customer service.
当你提供相同的产品，相同的价格，肯定跟你的竞争对手有着激烈的竞争。这样子的话，在市场上你的产品的款式就不会是你的的竞争点。而你的服务就是最大的不同点。甚或那不是你的工作头衔。顾客都是精于世道的老油条，同样也要求吹毛求疵的服务。这就是说，你要想客户所想，给客户所求。也要是善于提供良好的服务态度。？？
I am still amazed that most often I receive very
mediocre and average service. Most businesses
“process” customers, as opposed to serving them.
我一直会为了我每天受到的平平常常 普普通通的服务态度而惊讶。 服务的出发点都是让客户满意，但往往却产生相反的作用。
Everyone seems to be interested in getting me as
a customer but few do much to keep me. Instead
they irritate me by acting as if they don’t know
anything about me even though I have done
business with them repeatedly.
每个人看上去都想我成为他们的顾客，但又很少的人能够好好的维护我们的生意关系。我恼火的是就算我已经跟他们做过生意了，他们还是对我一无所知。搞啥呀。
One that does get it—and gets my business in
return—is Pizza Hut. When I call my local Pizza
Hut for a delivery, they ask for my phone number
and then confirm it is me who’s calling. Then they
say, “Ms. Ford, would you like a large thin crust
with pepperoni and mushroom like you ordered
last time?”
有个人就曾经跟我做过生意--而且也拿到了我的回单--比萨店。 当我叫一个比萨外卖的时候，他们问了我的电话然后再确定是谁打电话过去订的比萨。 他们会说，“哦 福特先生，那还是就跟你上回订的一样的 薄皮大馅的比萨？（哈哈 不晓得是什么比萨）”
Wow! If Pizza Hut can do this, then why can’t
everyone else? My expectations suddenly change
with one question from Pizza Hut.
哇哦！如果一个比萨店都能做到这样，那为什么其他人做不到？ 我突然因为这个比萨店而有所感触。
If you want to stand out in a crowded, competitive
marketplace, and get your customers to continue
to buy from you, to be raving advocates for you,
give them what they want. These four points are
quite simple.
如果你想拥挤的竞争激烈的市场中 突围而出，想从你的客户哪么持续性的回单。给他们需要的，就是这么简单。
1. Customers want you to listen. Show them respect.
Hear their unique needs. It takes focus and energy.
For example, do you ever find yourself listening to
the first few words of what your customer or prospect
says, then you tune out and begin formulating what
your response will be, even before they've finished?
Dangerous, and potentially costly. I suggest you
engage in “naïve listening,” which is l listening as if
you did not already know the answer (unlike my ex-
bank’s manager).
1，顾客们需要你的倾听。 让他们看到你的专业，给他们特别的需求。这个需要关注和精力的。举个例子说，你是否会在听了你客户或者顾客前几个词的时候，甚或在他们结束之前，你就开始述说你的理由？非常，相当的危险。 我建议你就好像你什么也不知道的认真倾听。（不要像我之前的那个大堂经理）
认真的倾听。
2. Customers want you to show you know them.
When have you thanked them for doing business
with your company for the last 6 years? Pizza Hut
recognizes me, the bank did not. One still has
my business.
2，顾客们希望你表现的认识他们。 你什么时候因为跟他们直接6年的生意关系而表示过感谢？
比萨店老板认得我，而这银行没有。所以只有一个继续跟我做生意。
3. Customers want you to pay attention to the
details. Use their name, call back when promised,
choose your language carefully and create an
experience because you are passionate about
customer service! That’s not rocket science, is it?
3，顾客要你注意细节。 当回电的时候如果允许的话，直接称呼他们的名字，慎重的选择语言，制造出一种经气氛。因为你是饱含激情的在为他们服务。你不是在做科学研究。对么？
4. Customers want you to remember it is their time
and money. You are not doing them a favor. They
are doing you one. Don’t forget it.
4，顾客要你们明白这是他的时间和银子。不是你们帮助他，是他们在帮你的忙 好不好。
Customer satisfaction means relying on the basics.
客户满意了是指回应的基础。。。。
They work every time. The problem is we make it
all too complicated. Yes, we need customer
relationship management strategies, customer
“engagement” and a customer-centric focus. But
we don’t have the right to go there until we deliver
the basics first.
合作了这么多次，是我们把问题复杂化了。是的，我们需要确定与客户之间的关系，，和一个客户的关注点。但在我们做好基础之前，我们还没有权利去到达深层次的关系。
I speak at many company meetings where the slogan
for that gathering is something like, “The Year of the
Customer”. I always wonder what year is NOT the
Year of the Customer?
我在公司的沙龙聚会中讲过，“这是顾客的一年。”其实我总在想 那一年不是顾客的呢？
_________________________________________________
QUOTE OF THE WEEK
"Being on par in terms of price and quality only gets you
into the game. Service wins the game."
Tony Alessandra
每周引言
“让服务为你赢得这次价格质量的游戏。”
Go and have your best week ever!
Art
[ 本帖最后由 wenlongqiqi 于 2008-4-22 14:35 编辑 ]
评论
This Week's Tip:
This Is Even More Important Than
GETTING the Sale
本周技巧：这比达成交易更重要。
Greetings!
大家好！
Everyone has their customer service horror
stories...how they were treated unbelievably
poorly by someone they were trying to give
their money to, or already had.
关于客户服务，每个人都有各自令人惊愕的故事。他们遭受了一些人难以想象的恶劣对待。而他们正打算或已经将钱支付给这些人。
My focus each week is primarily on sales,
but yet, without great service, our efforts
can be "one and done," one sale and that's
the last we see of the customer. Clearly not
what we want.
我每周主要关注的是销售。但是，没有好的服务，我们的努力只能是“一次的、完结的”。一次买卖意味着最后一次见到客户。这显然不是我们想要的。
one and done 类似：一锤子买卖
So, this week, I have invited my good friend,
and a top customer service expert, speaker,
and trainer, Lisa Ford to share some ideas
on customer service we can all use.
所以本周我邀请了我的好友Lisa Ford，一位顶级客服专家、演讲家和培训师，和我们一起分享她对我们身边客服一些看法。
on customer service we can all use 我们都可以用得上的客服（技巧）
This Is Even More Important
Than GETTING the Sale
By Lisa Ford
本周技巧：这比达成交易更重要。
You work pretty darn hard to get a customer.
你竭尽全力为了获得一个客户。
But what do you and your company do to
keep customers, which is where the real
profit is?
但是为了保住客户你和你的公司是怎么做的？留住客户才是利润的真正来源。
I went to my bank to close all SIX of my family's
accounts. The teller asked why, and I said,
“Poor service.”
我去银行取消了我家的全部6个账号。银行出纳员询问原因，我回答说：“服务太差。”
The teller promptly summoned over a manager—
whom I had met for the first time in banking there
for six years—who proceeded to ask about the
poor service.
出纳员立刻将事情呈报给一位经理。我在这家银行6年来还是第一次见到这位经理。他接下来询问了有关服务差的事情。
Maybe you’ve experienced something similar.
I explained that despite banking there regularly
for over six years and having six accounts, no
one ever acknowledged me or knew me by name,
and tellers would often chat with each other while
handling me transactions as if I wasn’t even there.
或许你也曾经有过相似的经历。我解释说，尽管我定期在银行办理业务已经有6年多时间，账号也有6个了，却没有一个人认识我或知道我的名字。出纳员在办理我的业务时相互聊天，无视我的存在。
The icing was when a teller demanded to see my
ID when I was trying to make a DEPOSIT into my
own account. The manager, instead of listening
carefully, came up with excuses for each example
of poor service. Instead of listening, he was formulating
his defense with each answer.
最令我寒心的是当我打算向自己账户里存钱的时候，出纳员竟要求我出示身份证。（然而）这位经理非但没有仔细的聆听，反而为每件糟糕的服务编造理由并为每个理由做着辩解。
最为离奇的是有一次我要存钱到自己账户，出纳员竟要求我出示身份证。但是这位经理非但没有仔细聆听，反而为每件糟糕的服务寻找理由。他根本不在听而是想办法辩护当作回答。
icing = icing on the cake 这里有类似于“压垮骆驼的最后一根稻草”的意思
You are most likely in a very competitive business
with others offering the same products at about
the same price. In this marketplace, your products
and services can not be your difference, your
service must be the difference. Even if that is not
your job title. Customers are more savvy, sophisticated,
informed as well as picky and demanding. That means
you must deliver what customers want and be really
good at handling the challenges of providing good
customer service.
你或许在以同质同价的商品与他人展开激烈的竞争。在这个市场中，你的商品与他人无异，但是你的服务一定要迥然不同。即使这不是你的职责所在。客户都是精明世故、见多识广甚至是吹毛求疵和要求苛刻的。这意味着你要提供客户需要的东西并对为客户提供优质服务这样的难题有很好的解决之道。
I am still amazed that most often I receive very
mediocre and average service. Most businesses
“process” customers, as opposed to serving them.
我仍然惊讶于我接受的大部分服务都很稀松平常。绝大部分业务员“处理”客户，而非服务客户。
我很惊讶，很多时候我所接受的服务非常一般和平常。绝大部分商业是在“处理”客户，而不是服务客户。
Everyone seems to be interested in getting me as
a customer but few do much to keep me. Instead
they irritate me by acting as if they don’t know
anything about me even though I have done
business with them repeatedly.
每个人都乐于将我变成他们的客户，但很少有人为能留住我而花费精力。相反，他们装出一副对我一无所知的样子即便是我已经同他们做过多次生意。这让我很光火。
。。。相反，他们让我很恼火，尽管我一直关照他们的生意，他们的行为却显示他们还是对我一无所知。
One that does get it—and gets my business in
return—is Pizza Hut. When I call my local Pizza
Hut for a delivery, they ask for my phone number
and then confirm it is me who’s calling. Then they
say, “Ms. Ford, would you like a large thin crust
with pepperoni and mushroom like you ordered
last time?”
但是有一位就做到了－——我成了回头客。它是一家批萨饼屋。我打电话到当地一家批萨店叫外卖，他们询问了我的号码然后确认了打电话的人是我。随后，他们说：“Ford女士，你还是喜欢上次购买的那种点缀了意大利辣肠和蘑菇的大薄饼吗？”
Pizza Hut 美国的必胜客意式薄饼连锁店。大陆也有好多家了。
Wow! If Pizza Hut can do this, then why can’t
everyone else? My expectations suddenly change
with one question from Pizza Hut.
哇！如果批萨店都能做到这些，为什么其他人做不到呢？批萨店让我的期望突然间有了改变。
If you want to stand out in a crowded, competitive
marketplace, and get your customers to continue
to buy from you, to be raving advocates for you,
give them what they want. These four points are
quite simple.
如果你想在激烈的市场竞争中一马当先，让客户成为你产品的持续购买者和义务宣传者并提供客户所需的东西。以下四点简单易行。
如果你想在拥挤和激烈竞争的市场中鹤立鸡群，并且让客户不断从你这里购买和热心为你宣传，请提供客户想要的东西。以下四点简单易行。
1. Customers want you to listen. Show them respect.
Hear their unique needs. It takes focus and energy.
For example, do you ever find yourself listening to
the first few words of what your customer or prospect
says, then you tune out and begin formulating what
your response will be, even before they've finished?
Dangerous, and potentially costly. I suggest you
engage in “naïve listening,” which is l listening as if
you did not already know the answer (unlike my ex-
bank’s manager).
1.客户需要你的倾听。表达你的尊敬，聆听他们的特殊要求。这需要花精力和体力。例如，你是否发现自己在听完客户或潜在客户的头几句话后甚至未等他们说完就开口说话或盘算起你的应答来。这样做很危险会有潜在的损失。我建议你做“幼稚聆听”状，即故作不知道答案的聆听。
1.客户想要你去倾听。请显示你的尊重。聆听他们的不同需要。这要集中注意和花费精力。例如，你是否曾经发现自己在听到客户或潜在客户的开头几句词句后、甚至未等他们说完就关掉耳朵并开始准备起你的应答？这是危险的并潜在着很大的损失。我建议你做“天真聆听”状，即假定自己不知道答案而聆听。（不要象我以前的银行经理）
2. Customers want you to show you know them.
When have you thanked them for doing business
with your company for the last 6 years? Pizza Hut
recognizes me, the bank did not. One still has
my business.
2.客户希望你会认识他们。你什么时候感谢过同你公司做过6年生意的伙伴？批萨店认识我，银行却不认识我。我一只是批萨店的顾客。
3. Customers want you to pay attention to the
details. Use their name, call back when promised,
choose your language carefully and create an
experience because you are passionate about
customer service! That’s not rocket science, is it?
3. 顾客希望你关注细节。称呼他们的名字，按承诺时间回电话，注意措辞，创新工作，因为你热衷于客户服务。这不是制造火箭的科学，是吧？
create an experience 给（客户一个良好的服务）经历
4. Customers want you to remember it is their time
and money. You are not doing them a favor. They
are doing you one. Don’t forget it.
4. 客户希望你记住这是他们的时间和金钱。你不是在帮他们的忙，而是他们在帮你的忙。不要忘记！
Customer satisfaction means relying on the basics.
客户的满意是建立在这些基础之上的。
They work every time. The problem is we make it
all too complicated. Yes, we need customer
relationship management strategies, customer
“engagement” and a customer-centric focus. But
we don’t have the right to go there until we deliver
the basics first.
这些方法行之有效。问题是我们把它太过复杂化了。当然，我们是需要客户关系管理策略，客户“参与”和以客户为中心的工作重心。但是，在没有提供基本的服务之前，我们不要想当然的认为就能达到这些目标。
I speak at many company meetings where the slogan
for that gathering is something like, “The Year of the
Customer”. I always wonder what year is NOT the
Year of the Customer?
我在许多公司的会议上发过言。这些公司集会提出的就是“客户年”之类的口号。我总是在想哪一年不是客户年。
_________________________________________________
QUOTE OF THE WEEK
本周引语
"Being on par in terms of price and quality only gets you
into the game. Service wins the game."
Tony Alessandra
凭借价格和质量只是比赛的入场券，服务才能让你赢得比赛。托尼.．亚利桑德拉
Go and have your best week ever!
Art
[ 本帖最后由 bruce1 于 2008-4-19 23:23 编辑 ]
评论
翻译的很棒啊。看来我还有很多需要学习的地方。我翻译了两个小时，而且还有很多出入的地方。学习了，以后会经常关注！谢谢LZ这么有心。
评论
60531526 QQ群，福布上的翻译讨论。。欢迎大家的加入。
评论
This Week's Tip:
This Is Even More Important Than
GETTING the Sale
本周话题：比销售获利更重要的东西
Greetings!
大家好！
Everyone has their customer service horror
stories...how they were treated unbelievably
poorly by someone they were trying to give
their money to, or already had.
每一个人都经历过极坏的售后服务。他们遭受了难以想象的恶劣对待。而他们正试着与其交易或者已经达成交易。
My focus each week is primarily on sales,
but yet, without great service, our efforts
can be "one and done," one sale and that's
the last we see of the customer. Clearly not
what we want.
每周我关注的主要事情就是销售。但，没有好的服务，我们的努力只能是“一次的、注定完蛋的”。一次买卖意味着最后一次见到客户。显然这不是我们想要的。
So, this week, I have invited my good friend,
and a top customer service expert, speaker,
and trainer, Lisa Ford to share some ideas
on customer service we can all use.
所以本周我邀请了我的好友Lisa Ford，一位顶级客服专家、演讲家和培训师，来和我们一起分享我们都可以用得到的客户服务方面的知识。
This Is Even More Important
Than GETTING the Sale
By Lisa Ford
比销售获利更重要的东西 -------Lisa Ford
You work pretty darn hard to get a customer.
你竭尽全力地去获得了一个客户。
But what do you and your company do to
keep customers, which is where the real
profit is?
但是为了保住客户，你和你的公司是怎么做的呢？客户才是利润的真正来源。
I went to my bank to close all SIX of my family's
accounts. The teller asked why, and I said,
“Poor service.”
我去银行给我家的6个账号全部进行销户。银行出纳员询问原因，我回答说：“服务太差。”
The teller promptly summoned over a manager—
whom I had met for the first time in banking there
for six years—who proceeded to ask about the
poor service.
出纳员立刻将此事呈报给一位经理。6年来，在这家银行，我还是第一次见到这位经理。他接下来询问了有关服务差的情况。
Maybe you’ve experienced something similar.
I explained that despite banking there regularly
for over six years and having six accounts, no
one ever acknowledged me or knew me by name,
and tellers would often chat with each other while
handling me transactions as if I wasn’t even there.
或许你也曾经有过相似的经历。我解释说，尽管我定期在银行办理业务已经有6年多时间，账号也有6个了，却没有一个人认识我或者知道我的名字。在办理我的业务时，出纳员经常相互聊天，无视我的存在。
The icing was when a teller demanded to see my
ID when I was trying to make a DEPOSIT into my
own account. The manager, instead of listening
carefully, came up with excuses for each example
of poor service. Instead of listening, he was formulating
his defense with each answer.
最令我伤心的是当我打算向自己账户里存钱的时候，一个出纳员竟要求我出示身份证。这位经理非但没有仔细的听我的投诉，而是为每件糟糕的服务编造理由并做着辩解。
You are most likely in a very competitive business
with others offering the same products at about
the same price. In this marketplace, your products
and services can not be your difference, your
service must be the difference. Even if that is not
your job title. Customers are more savvy, sophisticated,
informed as well as picky and demanding. That means
you must deliver what customers want and be really
good at handling the challenges of providing good
customer service.
你或许在以同等质地、同等价格的商品与对手展开激烈的竞争。在这个市场中，你的商品和服务不会是你们之间的差距，但是你的服务一定要迥然不同。即使这不是你的职责所在。客户都是精明的、久经世故的、见多识广甚至是吹毛求疵和要求苛刻的。这意味着你要提供客户需要的东西并对为客户提供优质服务来解决这个问题。
I am still amazed that most often I receive very
mediocre and average service. Most businesses
“process” customers, as opposed to serving them.
我仍然惊讶于我接受的大部分服务都很平常。绝大部分业务员都是在“处理”客且反对服务于客户。
Everyone seems to be interested in getting me as
a customer but few do much to keep me. Instead
they irritate me by acting as if they don’t know
anything about me even though I have done
business with them repeatedly.
每个人都乐于将我变成他们的客户，但很少有人为能留住我而花费精力。相反，他们装出一副对我一无所知的样子即便是我已经同他们做过多次生意。这让我很受刺激。
One that does get it—and gets my business in
return—is Pizza Hut. When I call my local Pizza
Hut for a delivery, they ask for my phone number
and then confirm it is me who’s calling. Then they
say, “Ms. Ford, would you like a large thin crust
with pepperoni and mushroom like you ordered
last time?”
但是有一家供应商做到了－——我成了它的回头客。它是一家披萨饼屋。我打电话到当地一家批萨店叫他们把食物送过来，他们询问了我的号码然后确认了打电话的人是我。然后，他们说：“Ford女士，你还是点上次那种上面点缀了意大利辣肠和蘑菇的大薄饼吗？”
Wow! If Pizza Hut can do this, then why can’t
everyone else? My expectations suddenly change
with one question from Pizza Hut.
哇！披萨店都能做到这些，为什么其他人就做不到呢？披萨店让我突然间改变了想法。
If you want to stand out in a crowded, competitive
marketplace, and get your customers to continue
to buy from you, to be raving advocates for you,
give them what they want. These four points are
quite simple.
如果你想在激烈的市场竞争中一举成名、获胜，让客户持续的从你那里购买产品并义务为你做宣传。为客户提供他们所需的东西。以下四点简单易行。
1. Customers want you to listen. Show them respect.
Hear their unique needs. It takes focus and energy.
For example, do you ever find yourself listening to
the first few words of what your customer or prospect
says, then you tune out and begin formulating what
your response will be, even before they've finished?
Dangerous, and potentially costly. I suggest you
engage in “naïve listening,” which is l listening as if
you did not already know the answer (unlike my ex-
bank’s manager).
1.客户需要你的倾听。表达你对他们的尊敬，聆听他们的特殊要求。这需要花精力和体力。例如：你是否发现自己在听完客户或潜在客户的头几句话后甚至还未等他们说完，就开口说话或盘算起你的应答来？这样的做法很危险同时会有潜在的损失。我建议你做“幼稚聆听”状，即故作不知道答案的聆听。
明天再翻译后面的。
评论
2. Customers want you to show you know them.
When have you thanked them for doing business
with your company for the last 6 years? Pizza Hut
recognizes me, the bank did not. One still has
my business.
2.顾客希望你能表现出你很了解他们。对于与你公司有6年的合作之久的客户，你什么时候对他们表示谢意了？披萨店认识我，银行不认识我。一个仍然再做我的生意。
3. Customers want you to pay attention to the
details. Use their name, call back when promised,
choose your language carefully and create an
experience because you are passionate about
customer service! That’s not rocket science, is it?
3.顾客希望你注意细节。用他们的名字，当你答应回电话时，认真组织你的语言并创造一个体验。因为你自己也十分关注客户服务。那并不是复杂的事情，不是吗？
4. Customers want you to remember it is their time
and money. You are not doing them a favor. They
are doing you one. Don’t forget it.
4.顾客希望你记得这是他们的时间和金钱。你并不是对他们的帮忙，而是做你该做的事情。不要忘记这一点。
Customer satisfaction means relying on the basics.
顾客的满意意味着要依靠这些基本的事情。
They work every time. The problem is we make it
all too complicated. Yes, we need customer
relationship management strategies, customer
“engagement” and a customer-centric focus. But
we don’t have the right to go there until we deliver
the basics first.
他们每次都会起作用。问题是我们把事情复杂化了。是的，我们需要客户关系管理的战略。客户“约会”和以顾客为中心。但是只有我们在传送了基本点后，我们才有权利到那里。
I speak at many company meetings where the slogan
for that gathering is something like, “The Year of the
Customer”. I always wonder what year is NOT the
Year of the Customer?
我在许多公司做讲演的时候 都有看到这样的标语，大致意思归结起来是“顾客年：我很奇怪，哪一年不是顾客年呢？
_________________________________________________
QUOTE OF THE WEEK
"Being on par in terms of price and quality only gets you
into the game. Service wins the game."
Tony Alessandra
本周引语
”同等的价格和质量只能是让你进入竞争。而服务是赢得成功的关键“。
Tony Alessandra
Go and have your best week ever!
周末愉快
Art
评论
每周翻译论坛：提高英语表达水平，增强外贸销售能力(2008/14)
This Week's Tip: 本周技巧
This Is Even More Important Than
GETTING the Sale
这甚至比拿下一笔生意更重要
Greetings!
大家好
Everyone has their customer service horror
stories...how they were treated unbelievably
poorly by someone they were trying to give
their money to, or already had.
每个人都有过与他们客户不愉快的经历。供应商受到客户的百般刁难，这些客户正在订货，或者已经订货。
My focus each week is primarily on sales,
but yet, without great service, our efforts
can be "one and done," one sale and that's
the last we see of the customer. Clearly not
what we want.
我每周的重点首先会放到销售上，然而，没有好的服务，我们的努力可能就是“一次性买卖”。一笔生意，也就是我们跟客户间的最后一面。显然，这不是我们想看到的。
So, this week, I have invited my good friend,
and a top customer service expert, speaker,
and trainer, Lisa Ford to share some ideas
on customer service we can all use.
因此，本周，我邀请了我的好朋友，客户服务方面的专家、演讲者、培训师-福德与大家一起分享客户服务方面我们使用的建议。
--------------------------------------------------------------
This Is Even More Important
Than GETTING the Sale
By Lisa Ford
这些甚至比得到一笔生意更重要，福德这么说的。
You work pretty darn hard to get a customer.
你经过努力工作得到一个客户。
But what do you and your company do to
keep customers, which is where the real
profit is?
但是你和你的公司如何去保住这个客户呢？这才是真正的利润所在。
I went to my bank to close all SIX of my family's
accounts. The teller asked why, and I said,
“Poor service.”
我去银行取消了我的六个家庭账户。银行出纳问我原因，我回答到“服务不好”
The teller promptly summoned over a manager—
whom I had met for the first time in banking there
for six years—who proceeded to ask about the
poor service.
很快，出纳就上报了他的经理（我们已经认识六年了），经理过来问我关于服务不好的事情。
Maybe you’ve experienced something similar.
I explained that despite banking there regularly
for over six years and having six accounts, no
one ever acknowledged me or knew me by name,
and tellers would often chat with each other while
handling me transactions as if I wasn’t even there.
或许你也有过类似的经历。我解释到，尽管银行正常业务的开展超过六年，我也有六个账户了，但是没有人能认识我或者能记得我的名字。当处理我的交易的时候，出纳们总是在聊天，似乎没有我这个人一样。
The icing was when a teller demanded to see my
ID when I was trying to make a DEPOSIT into my
own account. The manager, instead of listening
carefully, came up with excuses for each example
of poor service. Instead of listening, he was formulating
his defense with each answer.
结冰期（指我与银行出纳翻脸的那一刻）发生在，在我要存款的时候，出纳要我出示我的身份证。经理没有仔细听我的解释，而是为每一个不好的服务都提了一个理由。没有听我的话，而是在用答案进行自我辩护。
You are most likely in a very competitive business
with others offering the same products at about
the same price. In this marketplace, your products
and services can not be your difference, your
service must be the difference. Even if that is not
your job title. Customers are more savvy, sophisticated,
informed as well as picky and demanding. That means
you must deliver what customers want and be really
good at handling the challenges of providing good
customer service.
很可能你处在一个竞争非常激烈的市场中，其它供应商也能够以差不多的价格提供相同的产品。在这样的市场下，产品和服务不是你的 ，你的服务一定是与众不同。即使这不是你份内的事情。客户更了解，更精于计算，甚至于吹毛求疵的地步。这意味着你必须提供客户所需，擅长于控制售后服务带来的挑战。
I am still amazed that most often I receive very
mediocre and average service. Most businesses
“process” customers, as opposed to serving them.
我仍旧吃惊的是，我总是收到一些普普通通的服务。大部分生意造就的客户，似乎都对服务持反对态度。
Everyone seems to be interested in getting me as
a customer but few do much to keep me. Instead
they irritate me by acting as if they don’t know
anything about me even though I have done
business with them repeatedly.
人人似乎都有兴趣让我成为他们的客户，但是几乎没有人去做努力保住我这个客户。相反的，即使我跟他们做了好几次生意，他们似乎也不知道我的情况，对此我非常生气。
评论
One that does get it—and gets my business in
return—is Pizza Hut. When I call my local Pizza
Hut for a delivery, they ask for my phone number
and then confirm it is me who’s calling. Then they
say, “Ms. Ford, would you like a large thin crust
with pepperoni and mushroom like you ordered
last time?”
必胜客是我的贸易伙伴（作为回报，他们也会得到我的生意）。当我给当地的必胜客打电话要一份派送的时候，他们问了我的电话号码，确认是我再打电话的时候。然后他们说“福德女士，您想要一份跟上次一样的带有意大利香肠和蘑菇的面包吗？”
Wow! If Pizza Hut can do this, then why can’t
everyone else? My expectations suddenly change
with one question from Pizza Hut.
哇！如果必胜客能做到，别的人为什么就做不到呢？突然间，我的希望值随着必胜客的这个问题改变了。
If you want to stand out in a crowded, competitive
marketplace, and get your customers to continue
to buy from you, to be raving advocates for you,
give them what they want. These four points are
quite simple.
如果你想在一个竞争激烈的市场中立足，让你的客户持续不断地从你那里购货，并对你极力跟随的话，那你得给他们提供他们想要得。以下四点非常简单：
1. Customers want you to listen. Show them respect.
Hear their unique needs. It takes focus and energy.
For example, do you ever find yourself listening to
the first few words of what your customer or prospect
says, then you tune out and begin formulating what
your response will be, even before they've finished?
Dangerous, and potentially costly. I suggest you
engage in “naïve listening,” which is l listening as if
you did not already know the answer (unlike my ex-
bank’s manager).
1。善于倾听。对客户表示尊敬。了解他们特定的需求。这会带来关注和 。
例如，你曾经让你自己听你的客户和你的潜在客户的前几句话了，然后你什么也不说，开始陈述你的反应，甚至在他们结束之前就打断客户。这是很危险的，潜在的价值危险。我建议你“天真地倾听一下”，就是说你在听的时候，要表现出你不知道答案（不要向我的前任银行经理那样）
2. Customers want you to show you know them.
When have you thanked them for doing business
with your company for the last 6 years? Pizza Hut
recognizes me, the bank did not. One still has
my business.
2。客户想知道，你对他有所了解。
对已经跟你和作了六年的一家公司，你什么时候会对他表示一下感谢呢？必胜客能认得我，银行却不能。必胜客能继续跟我做生意。
3. Customers want you to pay attention to the
details. Use their name, call back when promised,
choose your language carefully and create an
experience because you are passionate about
customer service! That’s not rocket science, is it?
3。客户希望你注意细节。
给客户回复电话的时候，要保证用他们的名字，仔细的选择一个语言环境，创造一个好的过程，因为你对顾客的服务是很上心的。这不是一个一蹴而就的过程。
4. Customers want you to remember it is their time
and money. You are not doing them a favor. They
are doing you one. Don’t forget it.
4。客户想要你记住时间和金钱。不是你在帮助他们，使他们在帮助你。不要忘了这一点。
Customer satisfaction means relying on the basics.
客户的满意是最基本的要求。
They work every time. The problem is we make it
all too complicated. Yes, we need customer
relationship management strategies, customer
“engagement” and a customer-centric focus. But
we don’t have the right to go there until we deliver
the basics first.
他们每次都会有效果。问题在于我们搞得太复杂了。我们需要客户关系管理策略，客户参与和客户中心论。但是直到我们做到了这些最基本的，我们才会让其产生效果。
I speak at many company meetings where the slogan
for that gathering is something like, “The Year of the
Customer”. I always wonder what year is NOT the
Year of the Customer?
我多次在公司会议上发言，主要标题就是“客户年”我总是想知道“不是客户年是什么年呢”
_________________________________________________
QUOTE OF THE WEEK
"Being on par in terms of price and quality only gets you
into the game. Service wins the game."
Tony Alessandra
“价格相同，只有质量能让你参与游戏。服务赢得这场游戏”
托尼 亚历山大
Go and have your best week ever!
Art
评论
This Week's Tip:
本周话题
This Is Even More Important Than
GETTING the Sale
服务比获得销售更重要
Greetings!
问候
Everyone has their customer service horror
stories...how they were treated unbelievably
poorly by someone they were trying to give
their money to, or already had.
每个人都有令人惊骇的有关客户服务的故事，他们如何处理令人难以置信，试图让钱给他们或者已经让钱。
My focus each week is primarily on sales,
but yet, without great service, our efforts
can be "one and done," one sale and that's
the last we see of the customer. Clearly not
what we want.
我每周的焦点主要是在销售上，但是现在如果没有了售后服务，我们的努力将会是一票就结束了，销售一次也是最后一次看见我们的客户，弄明白什么是我们想要的。
So, this week, I have invited my good friend,
and a top customer service expert, speaker,
and trainer, Lisa Ford to share some ideas
on customer service we can all use.
所以这个周我邀请来了我的朋友也是客户服务方面的专家，讲师，教练员，丽莎福特给我们分享一些我们可以用到的有关客户服务的主意和见解。
--------------------------------------------------------------
This Is Even More Important
Than GETTING the Sale
By Lisa Ford
客户服务比我们获得销售更重要
丽莎福特
You work pretty darn hard to get a customer.
你努力的工作只是想得到一个客户
But what do you and your company do to
keep customers, which is where the real
profit is?
但是你和你的公司是怎么维护客户的呢，那才是我们真正的利润来源
I went to my bank to close all SIX of my family's
accounts. The teller asked why, and I said,
“Poor service.”
我去银行销掉了我们家所有的六个帐户，出纳员问我为什么，我告诉他，非常垃圾的服务！
The teller promptly summoned over a manager—
whom I had met for the first time in banking there
for six years—who proceeded to ask about the
poor service.
出纳员很快把他的经理喊来了，我六年来第一次在那儿和他见面，他继续询问关于服务差的事
Maybe you’ve experienced something similar.
I explained that despite banking there regularly
for over six years and having six accounts, no
one ever acknowledged me or knew me by name,
and tellers would often chat with each other while
handling me transactions as if I wasn’t even there.
或许你曾经经历过类似的事件，我解释道：尽管我与这儿打交道六年多了，而且还有六个帐户，没有一个人给我打招呼，告诉我的名字他们也不认识并且出纳员经常在处理我的交易的时候相互聊天如果我不在那的话。
The icing was when a teller demanded to see my
ID when I was trying to make a DEPOSIT into my
own account. The manager, instead of listening
carefully, came up with excuses for each example
of poor service. Instead of listening, he was formulating
his defense with each answer.
雪上加霜的事是，出纳员在我给我自己的帐户存款时还要求看我的身份证件，那个经理没有仔细的听，而是站起来对每个差的服务都找了个托辞。他不仅没有听，而是明确的表示了他对每个答案的辩护。
You are most likely in a very competitive business
with others offering the same products at about
the same price. In this marketplace, your products
and services can not be your difference, your
service must be the difference. Even if that is not
your job title. Customers are more savvy, sophisticated,
informed as well as picky and demanding. That means
you must deliver what customers want and be really
good at handling the challenges of providing good
customer service.
可能你正处在一个竞争非常激烈的商业，别人也能以相同的价格提供相同的产品。在这个市场上，你的产品和服务不能成为你的差异，您的服务必须要有差异。即使这不是你工作范围之内的。客户越来越精明，老练，也很会挑刺和要求。这就意味着你必须要提供客户想要的而且非常擅长处理在客户服务中的挑战。
I am still amazed that most often I receive very
mediocre and average service. Most businesses
“process” customers, as opposed to serving them.
我仍然很惊讶我经常受到平均的和平庸的服务。许多生意只注重了处理客户的过程，而忽视了以后的服务。
Everyone seems to be interested in getting me as
a customer but few do much to keep me. Instead
they irritate me by acting as if they don’t know
anything about me even though I have done
business with them repeatedly.
每个人似乎都对搞定我这个客户感兴趣但是很少人去做一些维护我这个客户的事，让我生气的是他们不知道任何关于我的事尽管我已经和他们打了很多次交道。
One that does get it—and gets my business in
return—is Pizza Hut. When I call my local Pizza
Hut for a delivery, they ask for my phone number
and then confirm it is me who’s calling. Then they
say, “Ms. Ford, would you like a large thin crust
with pepperoni and mushroom like you ordered
last time?”
这获得和得到我业务回报的是必胜客，当我要求我们当地的必胜客给我送餐时，他们需要我的电话确定正在打电话的就是我，然后说道：福特女士，你想要上次你定的那样的大而薄的有烤胡椒香肠和蘑菇的吗？
Wow! If Pizza Hut can do this, then why can’t
everyone else? My expectations suddenly change
with one question from Pizza Hut.
哇，一个披萨小屋都可以这么做，其他的任何人为什么不能呢？我的期望突然由于这个问题而改变了。
If you want to stand out in a crowded, competitive
marketplace, and get your customers to continue
to buy from you, to be raving advocates for you,
give them what they want. These four points are
quite simple.
如果你想在一个拥挤的，竞争激烈的市场鹤立鸡群，并且想让你的客户继续从你那购买商品，并对你赞扬，那么就给他想要的。下面这四点时非常简单的
1. Customers want you to listen. Show them respect.
Hear their unique needs. It takes focus and energy.
For example, do you ever find yourself listening to
the first few words of what your customer or prospect
says, then you tune out and begin formulating what
your response will be, even before they've finished?
Dangerous, and potentially costly. I suggest you
engage in “naïve listening,” which is l listening as if
you did not already know the answer (unlike my ex-
bank’s manager).
倾听客户的声音，尊重他们，听取他们独特的要求。这需要能力和经历，举例来说，你经常自己在听取你客户和潜在客户的前一开始前面说的要求吗，那么你就吧这些单独调出来并考虑你将如何回答，及时之前他们已经完成。危险，高昂的代价，我建议你天真的听即使你不知道答案，不要像前面银行的那个经理
2. Customers want you to show you know them.
When have you thanked them for doing business
with your company for the last 6 years? Pizza Hut
recognizes me, the bank did not. One still has
my business.
要对你的客户熟悉：你什么时候感谢过他们和你们公司已经有六年的生意来往？必胜客知道我，有我业务的银行却不知道。
3. Customers want you to pay attention to the
details. Use their name, call back when promised,
choose your language carefully and create an
experience because you are passionate about
customer service! That’s not rocket science, is it?
注意客户的细节：用他们的名字打过去，当你承诺的时候，认真选择你的语言并增加你的客户经验因为你需要对客户服务有激情！这不是火箭科学，不是吗？
4. Customers want you to remember it is their time
and money. You are not doing them a favor. They
are doing you one. Don’t forget it.
知道这是客户的事件和金钱：你不是在帮助他们，而是他们在帮助你，不要忘记这个。
Customer satisfaction means relying on the basics.
客户满意意味着要依靠基本原理
They work every time. The problem is we make it
all too complicated. Yes, we need customer
relationship management strategies, customer
“engagement” and a customer-centric focus. But
we don’t have the right to go there until we deliver
the basics first.
他们每次都这么做，问题是我们把它搞得太复杂，是的我们需要客户关系管理策略，客户接触和以客户为中心的焦点，但是我们没有权利去那儿在我们没有得到基础资料之前。
I speak at many company meetings where the slogan
for that gathering is something like, “The Year of the
Customer”. I always wonder what year is NOT the
Year of the Customer?
我在很多口号差不多一样的公司的会议上发言，他们的标语是今年是客户年，我一直在想什么时候不是客户年。
_________________________________________________
QUOTE OF THE WEEK
"Being on par in terms of price and quality only gets you
into the game. Service wins the game."
Tony Alessandra
价格和质量会让你开始游戏，服务让你赢得游戏
Go and have your best week ever!
Art
评论
学习了，又增加了新知识，谢谢楼主This Week's Tip:本周话题：
This Is Even More Important Than
GETTING the Sale
比做成生意更重要的东西
Greetings!大家好！
Everyone has their customer service horror
stories...how they were treated unbelievably
poorly by someone they were trying to give
their money to, or already had.
关于客服，每个人都有令人惊骇的故事，不管他们处理这个问题多么令人难以致信和差劲，他们总是尽量用钱来解决问题
My focus each week is primarily on sales,
but yet, without great service, our efforts
can be "one and done," one sale and that's
the last we see of the customer. Clearly not
what we want.
本周话题主要聚焦在销售上。没有好的服务，我们的努力就只是“一次性”的，这笔生意就是你跟客人的最后一笔生意，显然，这并不是我们想要的。
So, this week, I have invited my good friend,
and a top customer service expert, speaker,
and trainer, Lisa Ford to share some ideas
on customer service we can all use.
所以这周，我邀请我的好朋友，一个客服的顶级专家，演说家和培训家，Lisa Ford来和我们共同分享一些有用的有关客服看法。
--------------------------------------------------------------
This Is Even More Important
Than GETTING the Sale
By Lisa Ford
Lisa Ford说：“这个比做成生意更重要。”
You work pretty darn hard to get a customer.
你在前期做了一大堆的努力得到一个客户。
But what do you and your company do to
keep customers, which is where the real
profit is?
但是你和你的公司做了什么来留住这个客户呢。你们的真正利益在得到客户还是在留住客户上？
I went to my bank to close all SIX of my family's
accounts. The teller asked why, and I said,
“Poor service.”
我去了一家银行关闭了我们全家的总共6个帐户。银行出纳员问我为什么，我说：“因为服务太差。”
The teller promptly summoned over a manager—
whom I had met for the first time in banking there
for six years—who proceeded to ask about the
poor service.
出纳员马上叫来了银行的经理，我第一次来银行的时候见过他。他过来就服务太差的问题继续问我原因。
Maybe you’ve experienced something similar.
I explained that despite banking there regularly
for over six years and having six accounts, no
one ever acknowledged me or knew me by name,
and tellers would often chat with each other while
handling me transactions as if I wasn’t even there.
也许你也经历过类似的事情。我解释说虽然这六年来我定期的来银行并在这里开了六个帐户，但是没有一个人能认出我，或通过我的名字知道我，而且如果我没亲自来办理业务，出纳员们还会互相查证。
The icing was when a teller demanded to see my
ID when I was trying to make a DEPOSIT into my
own account. The manager, instead of listening
carefully, came up with excuses for each example
of poor service. Instead of listening, he was formulating
his defense with each answer.
问题在于我要存款到我的帐户上时，出纳员还要看我的身份证。这个经理现在并没有在认真听我的话，而是在给客服差找理由，他在为每个问题辩解。
You are most likely in a very competitive business
with others offering the same products at about
the same price. In this marketplace, your products
and services can not be your difference, your
service must be the difference. Even if that is not
your job title. Customers are more savvy, sophisticated,
informed as well as picky and demanding. That means
you must deliver what customers want and be really
good at handling the challenges of providing good
customer service.
在这个竞争激烈的商业界里，你很可能遇上别的产家在一样的产品上，和你的报价是一样的。在这个市场上，你的产品没有特别之处，那么你的服务就要有别于他人，即使这完全不在你的工作范围之内。客户常常比你更机智，更久经世故，更见多识广，更过分挑剔苛求。这就意味着你要给客人想要的东西，并且要善于解决供货和客户的挑战。
I am still amazed that most often I receive very
mediocre and average service. Most businesses
“process” customers, as opposed to serving them.
我依然很吃惊，因为我经常收到很一般的服务。大多数的生意都在对客户进行“加工”，好像不赞成服务于他们。
Everyone seems to be interested in getting me as
a customer but few do much to keep me. Instead
they irritate me by acting as if they don’t know
anything about me even though I have done
business with them repeatedly.
每个人都更愿意我成为他的一个客户，但是很少人想继续很我保持合作。更让我生气的是他们作出的行为好像他们根本不了解我，虽然我已经和他们做过好几次生意了。
One that does get it—and gets my business in
return—is Pizza Hut. When I call my local Pizza
Hut for a delivery, they ask for my phone number
and then confirm it is me who’s calling. Then they
say, “Ms. Ford, would you like a large thin crust
with pepperoni and mushroom like you ordered
last time?”
有一个他得到我这个客户，也得到了生意，那就是皮萨店。我打电话给当地的皮萨店要他们送一个皮萨给我。他们要了我的电话号码并确认确实是我本人时，然后他们说“ 福特小姐。你还要一个有意大利香肠和蘑菇的大的薄饼吗？和你上次订过的一样。”
Wow! If Pizza Hut can do this, then why can’t
everyone else? My expectations suddenly change
with one question from Pizza Hut.
哇！皮萨店能做到这一点，为什么其他人不行呢？从皮萨店这，我的期望突然变成这样的一个问题。
If you want to stand out in a crowded, competitive
marketplace, and get your customers to continue
to buy from you, to be raving advocates for you,
give them what they want. These four points are
quite simple.
如果你想要在人群中站出来，在竞争激烈的市场中引人注目，让你的客户继续从你这里买东西，那就要提倡你给客人他想要的东西。这里有四点值得注意：
1. Customers want you to listen. Show them respect.
Hear their unique needs. It takes focus and energy.
For example, do you ever find yourself listening to
the first few words of what your customer or prospect
says, then you tune out and begin formulating what
your response will be, even before they've finished?
Dangerous, and potentially costly. I suggest you
engage in “naïve listening,” which is l listening as if
you did not already know the answer (unlike my ex-
bank’s manager).
1. 客户需要你去倾听以表示对他们尊重。听她们的需要，这需要花精力。比如，你是否发现你在听客户头几句话时，还没说完的时候，你就想开始回答他的问题？这样是很危险的，会付出潜在的代价。我建议你要认真听他说完，就像你完全不知道答案一样，而不是想前面提到的银行经理。
2. Customers want you to show you know them.
When have you thanked them for doing business
with your company for the last 6 years? Pizza Hut
recognizes me, the bank did not. One still has
my business.
2.客户想要你表现出你了解他们。你什么时候对他和你公司合作了6年表示感谢？皮萨店认得我，银行却不认得我。所以皮萨店会继续和我做生意。
3. Customers want you to pay attention to the
details. Use their name, call back when promised,
choose your language carefully and create an
experience because you are passionate about
customer service! That’s not rocket science, is it?
3. 客户要你关注细节。若答应下来，你据要用你的名义打电话过去，谨慎选择你的语言，创造一种经验，因为你对客服很热情！这不是火箭科学，是吗？
4. Customers want you to remember it is their time
and money. You are not doing them a favor. They
are doing you one. Don’t forget it.
4. 客户想要你记住这是他们的时间 和金钱。别忘记了，你不诚心做这些，他们只会跟你做一次生意。
Customer satisfaction means relying on the basics.
客户的满足感就是在基本问题上得到答复。
They work every time. The problem is we make it
all too complicated. Yes, we need customer
relationship management strategies, customer
“engagement” and a customer-centric focus. But
we don’t have the right to go there until we deliver
the basics first.
他们每次在工作。问题是我们把它越弄越复杂。是的，我们需要客户关系经营策略，客户承诺和以客户为中心，但是我们如果不先给他们基本的东西，我们就美资格得到他们。
I speak at many company meetings where the slogan
for that gathering is something like, “The Year of the
Customer”. I always wonder what year is NOT the
Year of the Customer?
_我在公司会议上发表讲话时，看到这样标语：这是客户的一年。我总是想知道哪一年不是客户的一年呢?
_____________________________________________
QUOTE OF THE WEEK
"Being on par in terms of price and quality only gets you
into the game. Service wins the game."
Tony Alessandra
本周格言：价格和质量的平衡使你进入游戏，而服务使你赢得游戏。托尼.亚历山大
Go and have your best week ever!
祝你这周过得愉快。
评论
LZ很强悍，我光自己看的懂，译不出这么流畅的文章，哈哈
评论
学习了 向前辈们致敬
评论
PIZZA HUT应该翻译为“必胜客”吧。
评论
顾客就是上帝，我们对上帝如此尊敬和爱戴，对顾客也该如此
加拿大电商昨天我把提单复件发给了客户，今天收到了他回信，如下： Dear Nicholas, please send all shipping documents. We will check B/L copy and we will reply ASAP. Thank you Best Regards ......................................... 加拿大电商刚从事这行半年，对电子行业不了解，自己整理了些，算是学习，供大家分享，也请大家补充。我毕竟是个文科生，对这方面知识严重欠缺。 DVD:英文全名是Digital Video Disk, 即数字视频光
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