加拿大外贸
THIS WEEK'S TIP:How To Sell The Higher-Priced Option
I admit, I'm an eavesdropper.
On sales transactions mostly. When out shopping or
browsing, I will position myself in the vicinity of a
conversation between a salesperson and customer
to listen to the transaction.
I know. I should really get a life. But it provides
great sales lessons. Good and bad.
For example, at an electronics store, I observed
a customer asking the salesperson about a computer:
"What's the difference between the $400 model and the
$675 version?"
The sales rep said, "Well, it has a few more features,
but the $400 model does a pretty good job."
The customer agreed to get the $400 model, and
the rep went to retrieve one from the back.
While waiting, I overheard the customer say to his
wife, "I probably would have gone for the $675 version,
but I guess we don't need it."
And this happens all of the time.
When you hear questions about the differences between
lower and higher-priced versions of what you sell, what
they're really saying is:
"I could buy the higher-end product/service, I'm not yet
convinced of the value. So help me understand why I
should get it."
Understand your opportunity here!
First, the mistakes to avoid:
MISTAKE: GAGGING OUT A DATA-DUMP EXPLANATION
Just like at any point in the sales process, if you present
data without knowing what, specifically, they would or
could be interested in, it could cause their eyes to glaze
over. Worse, you might provide fodder for an objection.
MISTAKE: DOWNPLAYING THE HIGHER-PRICED OPTION
For fear of losing any type of sale, some reps play up the
lower-priced option while not knowing anything about the
prospect's situation. They make an assumption that the
person won't buy higher. This assumption takes money out
of your pocket.
Again, keep in mind that when they ask about the higher-
priced item they could be saying, "I can be sold on the
higher-priced version ... I just need to justify it."
Your first response should not be presenting. Instead,
question. Focus questions on uncovering reasons why the
top-of-the-line version delivers more value, to determine
if that's what they need or want.
For example, "Well, the Deluxe Option has a few nice
extras that might be a good fit for you. Let's find out.
Tell me, do you ever run into situations where you have
to manually extract the additional data you need from
your database? I see. Well this version does that for
you. And, how about situations where ..."
Or, "I'll be happy to explain. So I can make my comments
most relevant, please tell me, how do you plan on using
the system?"
There are many more sales reps who sell on low price than
there are buyers who buy strictly because of price. Find
out what they need, and everyone wins.
QUOTE OF THE WEEK
"Use action to cure fear and gain confidence. Do what you
fear and fear disappears. Just try it and see."
David Schwartz, Ph.D
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
以下是过去的内容：
2007-1-1：第一期
http://bbs.shanghai.com/thread-366614-1-1.html
2007-1-11：第二期
http://bbs.shanghai.com/thread-377498-1-1.html
2007-1-18：第三期
http://bbs.shanghai.com/thread-386856-1-2.html
2007-1-24：第四期
http://bbs.shanghai.com/thread-395455-1-1.html
2007-2-2：第五期
http://bbs.shanghai.com/thread-408284-1-1.html
2007-2-7：第六期
http://bbs.shanghai.com/thread-414046-1-1.html
2007-2-17：第七期
http://bbs.shanghai.com/thread-422419-1-2.html
2007-2-24：第八期
http://bbs.shanghai.com/thread-423622-1-1.html
2007-3-3：第九期
http://bbs.shanghai.com/thread-432362-1-5.html
2007-3-9：第十期
http://bbs.shanghai.com/thread-439749-1-4.html
2007-3-16：第十一期
http://bbs.shanghai.com/thread-449691-1-1.html
2007-3-22：第十二期
http://bbs.shanghai.com/thread-460912-1-1.html
2007-3-31：第十三期
http://bbs.shanghai.com/thread-480375-1-1.html
2007-4-11：第十四期
http://bbs.shanghai.com/thread-490194-1-1.html
2007-4-13：第十五期
http://bbs.shanghai.com/thread-502865-1-1.html
2007-4-20：第十六期
http://bbs.shanghai.com/thread-511639-1-1.html
2007-4-27：第十七期
http://bbs.shanghai.com/thread-521852-1-1.html
2007-5-6：第十八期
http://bbs.shanghai.com/thread-527349-1-1.html
2007-5-14：第十九期
http://bbs.shanghai.com/thread-534651-1-1.html
2007-5-16：第二十期
http://bbs.shanghai.com/thread-537412-1-2.html
2007-5-26：第二十一期
http://bbs.shanghai.com/thread-554691-1-1.html
2007-6-8：第二十二期
http://bbs.shanghai.com/thread-573725-1-1.html
2007-6-8：第二十三期
http://bbs.shanghai.com/thread-573732-1-1.html
2007-6-16：第二十四期
http://bbs.shanghai.com/thread-586271-1-1.html
2007-6-21：第二十五期
http://bbs.shanghai.com/thread-593832-1-1.html
2007-6-27：第二十六期
http://bbs.shanghai.com/thread-604396-1-1.html
2007-7-4：第二十七期
http://bbs.shanghai.com/thread-616818-1-2.html
2007-7-11：第二十八期
http://bbs.shanghai.com/thread-628505-1-1.html
2007-7-21：第二十九期
http://bbs.shanghai.com/thread-645833-1-1.html
2007-7-26：第三十期
http://bbs.shanghai.com/thread-655419-1-1.html
2007-8-1：第三十一期
http://bbs.shanghai.com/thread-666806-1-1.html
2007-8-9：第三十二期
http://bbs.shanghai.com/thread-680734-1-1.html
2007-8-16：第三十三期
http://bbs.shanghai.com/thread-694508-1-1.html
2007-8-23：第三十四期
http://bbs.shanghai.com/thread-706905-1-1.html
2007-8-31：第三十五期
http://bbs.shanghai.com/thread-720819-1-1.html
2007-9-6：第三十六期
http://bbs.shanghai.com/thread-731398-1-1.html
2007-9-16：第三十七期
http://bbs.shanghai.com/thread-747064-1-1.html
2007-9-21：第三十八期
http://bbs.shanghai.com/thread-757097-1-5.html
2007-9-27：第三十九期
http://bbs.shanghai.com/thread-765680-1-1.html
2007-10-05：第四十期
http://bbs.shanghai.com/thread-772532-1-1.html
2007-10-11：第四十一期
http://bbs.shanghai.com/thread-781496-1-2.html
2007-10-19：第四十二期
http://bbs.shanghai.com/thread-793542-1-2.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
已经完成翻译和修正的ART文章都在我的博客上：（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
每周翻译论坛：提高英语表达水平，增强外贸销售能力(2007/43)
THIS WEEK'S TIP:
How To Sell The Higher-Priced Option
如何去卖价格高的选项
I admit, I'm an eavesdropper.
我承认，我是一个偷听者。
On sales transactions mostly. When out shopping or
browsing, I will position myself in the vicinity of a
conversation between a salesperson and customer
to listen to the transaction.
在大部分的销售交易中。当外出购物或随便逛逛的时候，我会站在一个销售人员和顾客的对话的旁边，听他们是怎么进行交易的。
I know. I should really get a life. But it provides
great sales lessons. Good and bad.
我知道，我应该get a life（休息？）。但是这些对话，给我提供大量的经验教训，好的不好的都有。
For example, at an electronics store, I observed
a customer asking the salesperson about a computer:
就如在一个电器商店中，我观察到一个顾客询问销售人员有关电脑的问题：
"What's the difference between the $400 model and the
$675 version?"
$400款和$675款有什么不同？
The sales rep said, "Well, it has a few more features,
but the $400 model does a pretty good job."
销售人员回答到，“嗯，$675这款拥有更多的功能，但是$400这款已经足够使用了。”
The customer agreed to get the $400 model, and
the rep went to retrieve one from the back.
顾客同意买一个$400的这款，然后销售人员去后面拿一个新$400的产品。
While waiting, I overheard the customer say to his
wife, "I probably would have gone for the $675 version,
but I guess we don't need it."
在等的时候，我听到这个顾客对他的妻子说，“我本来想买那个$675的那款，但我想我们可能用不着。”
And this happens all of the time.
这样的事每天都上演着。
When you hear questions about the differences between
lower and higher-priced versions of what you sell, what
they're really saying is:
当有人问你，你卖的这个产品，低价格和高价格之间有什么不同的时候，他们其实是在问：
"I could buy the higher-end product/service, I'm not yet
convinced of the value. So help me understand why I
should get it."
“我能买这个贵点的产品/服务，我在乎钱的多少。所以请告诉我为什么我要买贵的？”
Understand your opportunity here!
你的商机在这里！
First, the mistakes to avoid:
首先，避免如下的错误：
MISTAKE: GAGGING OUT A DATA-DUMP EXPLANATION
Just like at any point in the sales process, if you present
data without knowing what, specifically, they would or
could be interested in, it could cause their eyes to glaze
over. Worse, you might provide fodder for an objection.
错误：给出一个功能更新的解释。
就像每一个销售过程中，如果你说了一个功能，特别是在不知道顾客可能会对什么感兴趣的时候，可能会造成顾客扫一眼，就不再理会。更糟糕的，你可能给顾客的拒绝埋下理由。
MISTAKE: DOWNPLAYING THE HIGHER-PRICED OPTION
For fear of losing any type of sale, some reps play up the
lower-priced option while not knowing anything about the
prospect's situation. They make an assumption that the
person won't buy higher. This assumption takes money out
of your pocket.
错误：不愿意介绍高价格的那款
害怕顾客可能一款都不想买，一些销售人员在介绍低价格那款产品时，不明白顾客到底想要的是什么。他们在做猜想，这个人不想买贵的。这个猜想阻断了你赚更多的钱。
Again, keep in mind that when they ask about the higher-
priced item they could be saying, "I can be sold on the
higher-priced version ... I just need to justify it."
另外，要记住，当顾客询问高价格那款时，他们是想说，“我能买那个贵一点的，我只是需要证实一下是否必要。”
Your first response should not be presenting. Instead,
question. Focus questions on uncovering reasons why the
top-of-the-line version delivers more value, to determine
if that's what they need or want.
你不应该直接回答他的问题。回答他为什么价位高的那款值那么多的钱，以确定这些是不是顾客所需要的或想要的。
For example, "Well, the Deluxe Option has a few nice
extras that might be a good fit for you. Let's find out.
Tell me, do you ever run into situations where you have
to manually extract the additional data you need from
your database? I see. Well this version does that for
you. And, how about situations where ..."
举例，“嗯，这个豪华型的这款有一些额外的功能可能更适合你。让我们试一下，告诉我，你会把你需要的额外的功能从你已有的功能中挑出不要么？那我明白了，这款就是为你准备的。那么，下面的情况会怎么样？”
Or, "I'll be happy to explain. So I can make my comments
most relevant, please tell me, how do you plan on using
the system?"
或者，“我很愉快的为您解释。为了让我的建议更加实用，请告诉我，你打算如何使用这个系统？”（找出他们想要的）
There are many more sales reps who sell on low price than
there are buyers who buy strictly because of price. Find
out what they need, and everyone wins.
卖低价格产品的销售人员要比对价位严格要求的顾客多的多。找出他们想要的，就能使双方双赢。
QUOTE OF THE WEEK
"Use action to cure fear and gain confidence. Do what you
fear and fear disappears. Just try it and see."
David Schwartz, Ph.D
本周引言
用行动治愈恐惧，然后获得自信。尝试一下，做一些让你害怕或害怕失去的事情。
David Schwartz, Ph.D
Go and have your best week ever!
拥有美好的一周！
Art
Art
[ 本帖最后由 wenlongqiqi 于 2007-10-27 11:02 编辑 ]
评论
THIS WEEK'S TIP:
How To Sell The Higher-Priced Option
本周话题：
如何推销高价位的产品
I admit, I'm an eavesdropper.
我承认我是一个偷听者。
On sales transactions mostly. When out shopping or
browsing, I will position myself in the vicinity of a
conversation between a salesperson and customer
to listen to the transaction.
主要偷听销售交易。外出购物或诳商店时，我会站在销售员与顾客交谈位置的附近，聆听他们的交易谈话。
I know. I should really get a life. But it provides
great sales lessons. Good and bad.
我知道，我应该活得正派一点。但，偷听交易谈话可获得很好的销售教训，有好的也有坏的。
For example, at an electronics store, I observed
a customer asking the salesperson about a computer:
比如，在一间电器商店里，我观察到一顾客向销售员询问电脑：
"What's the difference between the $400 model and the
$675 version?"
“400块的和675块的有什么不同？”
The sales rep said, "Well, it has a few more features,
but the $400 model does a pretty good job."
销售员说，“呃，675块的更特别，但400块的也很不错的。”
The customer agreed to get the $400 model, and
the rep went to retrieve one from the back.
那顾客同意买400块的，而销售员到后方拿去了。
While waiting, I overheard the customer say to his
wife, "I probably would have gone for the $675 version,
but I guess we don't need it."
（顾客在）等待期间，我偶然听到顾客对他妻子说，“我本想买675块的，但我认为我们不需它。”
And this happens all of the time.
这种情况随时都有发生。
When you hear questions about the differences between
lower and higher-priced versions of what you sell, what
they're really saying is:
当你听到有人问你销售的较低价位的和较高价位的产品有什么不同，他们真正问的是：
"I could buy the higher-end product/service, I'm not yet
convinced of the value. So help me understand why I
should get it."
“我可以购买高价位的产品/服务，但我还没使我相信它的价值。所以，使我明白我为何应该买它吧。”
Understand your opportunity here!
领会你这里的机会！
First, the mistakes to avoid:
首先，要避免的错误：
MISTAKE: GAGGING OUT A DATA-DUMP EXPLANATION
Just like at any point in the sales process, if you present
data without knowing what, specifically, they would or
could be interested in, it could cause their eyes to glaze
over. Worse, you might provide fodder for an objection.
错误一：做改变了意思的解释，就像在销售过程的每个点上，如果你不知道他们会或可能感兴趣的东西具体是什么就提出信息，这可能使顾客感到迷惑。更糟糕的是你可能使交易泡汤。
MISTAKE: DOWNPLAYING THE HIGHER-PRICED OPTION
For fear of losing any type of sale, some reps play up the
lower-priced option while not knowing anything about the
prospect's situation. They make an assumption that the
person won't buy higher. This assumption takes money out
of your pocket.
错误二：担心失去交易而忽视高价位的产品，有些销售员在不了解潜在客户的情况下，大力推销低价位的产品。他们猜想那位顾客不会买高价货。猜想使你失去金钱。
Again, keep in mind that when they ask about the higher-
priced item they could be saying, "I can be sold on the
higher-priced version ... I just need to justify it."
再一次，记住当他们询问高价位产品的时候，他们本是想说，“你可以说服我买高价位的产品…我只需要证明。”
Your first response should not be presenting. Instead,
question. Focus questions on uncovering reasons why the
top-of-the-line version delivers more value, to determine
if that's what they need or want.
你不应该先回话。相反，应该提问。把问题集中在列摆为何高价位的产品传递更多价值的理由，以决定其是否是顾客所需要或想要的。
For example, "Well, the Deluxe Option has a few nice
extras that might be a good fit for you. Let's find out.
Tell me, do you ever run into situations where you have
to manually extract the additional data you need from
your database? I see. Well this version does that for
you. And, how about situations where ..."
例如，“好，高级产品拥有很好的可能很适合你的额外价值。让我们把它找出来。请告诉我，您曾遇到过从您的数据库里手动地提取您需要的附加的数据的情况吗？我明白。此版本帮你解决这一问题。还有，有没有遇到过这样的情况…”
Or, "I'll be happy to explain. So I can make my comments
most relevant, please tell me, how do you plan on using
the system?"
或者，“我乐意阐明。为能解释得通透，请告诉我你计划怎么使用该系统？”
There are many more sales reps who sell on low price than
there are buyers who buy strictly because of price. Find
out what they need, and everyone wins.
进行低价推销的销售员比依据价格决定买或不买的买家还多。找出顾客的需要，大家双赢。
QUOTE OF THE WEEK
"Use action to cure fear and gain confidence. Do what you
fear and fear disappears. Just try it and see."
David Schwartz, Ph.D
本周引言
“利用行动治愈恐惧并获取信心。为你所恐, 恐则消逝。试了就知道。”---大卫施瓦茨
Go and have your best week ever!
Art
评论
THIS WEEK'S TIP:
本周技巧
How To Sell The Higher-Priced Option
如何去销售高价类别的产品
I admit, I'm an eavesdropper.
我承认，我是一个‘偷听狂’。
On sales transactions mostly. When out shopping or
browsing, I will position myself in the vicinity of a
conversation between a salesperson and customer
to listen to the transaction.
大多有关销售过程。当我外出购物或随意观望时，我常在销售人员和顾客会谈附近来听这个过程。
I know. I should really get a life. But it provides
great sales lessons. Good and bad.
我知道，我该去做点有益的事。但这提了极佳的销售课程。好的或者坏的。
For example, at an electronics store, I observed
a customer asking the salesperson about a computer:
打个比方吧。在电子商行里，我见到一个顾客正在询问销售人员有关电脑的事：
"What's the difference between the $400 model and the
$675 version?"
“400美元跟675美元两种型号有什么区别？”
The sales rep said, "Well, it has a few more features,
but the $400 model does a pretty good job."
销售人员说道：“恩，那种有一些更多的功能，而400美元型号性能也很不错。”
The customer agreed to get the $400 model, and
the rep went to retrieve one from the back.
顾客同意购买400美元的型号，销售人员则从后面取来一个。
While waiting, I overheard the customer say to his
wife, "I probably would have gone for the $675 version,
but I guess we don't need it."
该顾客在等待时，我听到该顾客对他的妻子说：“我本可能去买675美元的型号，但我想可能我们并不需要吧。”
And this happens all of the time.
这种情况时常发生。
When you hear questions about the differences between
lower and higher-priced versions of what you sell, what
they're really saying is:
当你听到问题，关于你所销售的低价跟高价产品的不同时，他们真正在说的是：
"I could buy the higher-end product/service, I'm not yet
convinced of the value. So help me understand why I
should get it."
“我能购买高端产品/服务。但我还不能确信其价值。所以帮我来了解为何我该买那种。”
Understand your opportunity here!
清楚在面前的机会！
First, the mistakes to avoid:
首先，避免错误：
MISTAKE: GAGGING OUT A DATA-DUMP EXPLANATION
Just like at any point in the sales process, if you present
data without knowing what, specifically, they would or
could be interested in, it could cause their eyes to glaze
over. Worse, you might provide fodder for an objection.
错误：张口便是纯技术性解释
就象在销售过程的任何点，假如你不清楚具体特定的数据资料而介绍，他们将或者可能有兴趣，使他们的眼光呆滞。更糟的是，你可能给他们拒绝之根源。
MISTAKE: DOWNPLAYING THE HIGHER-PRICED OPTION
For fear of losing any type of sale, some reps play up the
lower-priced option while not knowing anything about the
prospect's situation. They make an assumption that the
person won't buy higher. This assumption takes money out
of your pocket.
错误：对高价类别不予重视。
因为害怕丧失任何一种销售类型，一些销售人员在不了解潜在客户的情况，大肆鼓吹低价位类别。他们做了假定那位顾客不会购买高价位的。这个假定从你的腰包里淘钱。
Again, keep in mind that when they ask about the higher-
priced item they could be saying, "I can be sold on the
higher-priced version ... I just need to justify it."
再说一遍，请记住，当他们询问有关高价类别时，他们可能在说：“卖给我高价类型吧。。。我不过是需要证明那是正当的。”
Your first response should not be presenting. Instead,
question. Focus questions on uncovering reasons why the
top-of-the-line version delivers more value, to determine
if that's what they need or want.
你的第一反应不该是陈述。相反，去问问题。焦点集中在问问题，未解的缘由，为何最顶级型号传递了更多的价值，来确定那是否是他们需要/希望的。
For example, "Well, the Deluxe Option has a few nice
extras that might be a good fit for you. Let's find out.
Tell me, do you ever run into situations where you have
to manually extract the additional data you need from
your database? I see. Well this version does that for
you. And, how about situations where ..."
比如，“恩，the Deluxe Option有其他一些非常好的性能，可能非常适合你。让我们来看。告诉我，你曾遇到到这样情况吗？你不得不从你的数据库中手动选取其他数据？我明白。这个型号会为你做那个工作。那。。情况怎样？”
Or, "I'll be happy to explain. So I can make my comments
most relevant, please tell me, how do you plan on using
the system?"
或：“我将乐意说明。便于我能做更多相关的评述，请告诉我，你打算如何使用该系统？”
There are many more sales reps who sell on low price than
there are buyers who buy strictly because of price. Find
out what they need, and everyone wins.
进行低价推销的销售员比依据价格购买的买家还多。找出他们所需，则大家双赢。
QUOTE OF THE WEEK
本周引言
"Use action to cure fear and gain confidence. Do what you
fear and fear disappears. Just try it and see."
David Schwartz, Ph.D
用行动来解除恐惧并获取信心。做你所畏惧的事，则畏惧消失。尽管去做，走着瞧吧。
Go and have your best week ever!
去赢取你最棒的一周！
Art
阿特
[ 本帖最后由 jackyhot7 于 2007-11-2 08:40 编辑 ]
评论
THIS WEEK'S TIP:
How To Sell The Higher-Priced Option
本周贴示：如何推销高价产品
I admit, I'm an eavesdropper.
我承认我是一个偷听者。
On sales transactions mostly. When out shopping or
browsing, I will position myself in the vicinity of a
conversation between a salesperson and customer
to listen to the transaction.
在大多数交易场合中。外出购物或是逛商店时，我都会在销售员和顾客交易的附近，聆听他们的谈话。
I know. I should really get a life. But it provides
great sales lessons. Good and bad.
我知道，我真的应该....但是偷听却能带来许多很好的销售课程。好的和坏的都有。
For example, at an electronics store, I observed
a customer asking the salesperson about a computer:
例如，在一家电子商店，我看到一位顾客向销售员咨询电脑：
"What's the difference between the $400 model and the
$675 version?"
“400美金和600美金的两者有什么不同？”
The sales rep said, "Well, it has a few more features,
but the $400 model does a pretty good job."
销售员，“恩，$675型的有更多的功能，但是$400的也很不错。”
The customer agreed to get the $400 model, and
the rep went to retrieve one from the back.
这位顾客统一购买$400这一型号的，于是销售员回到后面去取了。
While waiting, I overheard the customer say to his
wife, "I probably would have gone for the $675 version,
but I guess we don't need it."
等待的时候，我不经意间听到这个顾客对他妻子说，“我本来可能会买$675的，但是现在我猜我们不需要了。”
And this happens all of the time.
而这样的事情无时无刻都在发生。
When you hear questions about the differences between
lower and higher-priced versions of what you sell, what
they're really saying is:
当你听到有关你所出售的东西低价与高价之间有何区别的问题，顾客提问的真正含义是：
"I could buy the higher-end product/service, I'm not yet
convinced of the value. So help me understand why I
should get it."
“我可以买高价产品/服务，但是我对此价值不能确信。那么你能帮助我了解为何我应该选择它。”
Understand your opportunity here!
抓住你这儿的机会！
First, the mistakes to avoid:
首先，避免这些错误：
MISTAKE: GAGGING OUT A DATA-DUMP EXPLANATION
Just like at any point in the sales process, if you present
data without knowing what, specifically, they would or
could be interested in, it could cause their eyes to glaze
over. Worse, you might provide fodder for an objection.
错误一：滥用（毫不限制、不禁止）数字堆积式的解释说明。
就像在销售过程中任一点上，如果你光是陈述数据尤其是不知道什么是顾客将会或者可能感兴趣的东西，那结果可能使得他们感到迷惑。更糟糕的是，你可能给自己制造了被拒的机会。
MISTAKE: DOWNPLAYING THE HIGHER-PRICED OPTION
For fear of losing any type of sale, some reps play up the
lower-priced option while not knowing anything about the
prospect's situation. They make an assumption that the
person won't buy higher. This assumption takes money out
of your pocket.
错误二：对高价产品的推销不予重视。
因为担心失去交易，一些销售员专注低价产品的推销而忽略了潜在客户的具体情况。他们自我做出一种人们不会购买高价产品的假设。而这种假设使得金钱溜出了你的口袋。
Again, keep in mind that when they ask about the higher-
priced item they could be saying, "I can be sold on the
higher-priced version ... I just need to justify it."
第二，请记住当顾客询问高价产品时，他们意思是，“我能购买高价产品...我只是需要证明它是值得的。”
Your first response should not be presenting. Instead,
question. Focus questions on uncovering reasons why the
top-of-the-line version delivers more value, to determine
if that's what they need or want.
你的第一反应不应该先是回答。相反，应该提问。把问题集中于为何高价产品递送更多价值的原因，决定其是否是顾客需要或想要的。
For example, "Well, the Deluxe Option has a few nice
extras that might be a good fit for you. Let's find out.
Tell me, do you ever run into situations where you have
to manually extract the additional data you need from
your database? I see. Well this version does that for
you. And, how about situations where ..."
例如，“恩，这款豪华型的有适合你的额外功能。让我们把它找出来。请告诉我，你是否曾经遇到过这类情况你需要从你的数据库里手动的摘录附加的数据资料？我明白，这款版本能帮你解决。还有，当你遇到...情况怎么办？”
Or, "I'll be happy to explain. So I can make my comments
most relevant, please tell me, how do you plan on using
the system?"
或者，“我很高兴为您解释。为使我的解释更加实用，请告诉我，你打算如何计划使用该系统？”
There are many more sales reps who sell on low price than
there are buyers who buy strictly because of price. Find
out what they need, and everyone wins.
那些出售低价产品的销售员总是比严格依据价格来购买产品的顾客要多的多。请找出客户真正需要的，大家双赢。
QUOTE OF THE WEEK
"Use action to cure fear and gain confidence. Do what you
fear and fear disappears. Just try it and see."
David Schwartz, Ph.D
本周摘引
“行动起来克服恐惧，获取自信。就做你恐惧的事，恐惧则消失。只要试试看就知道。”
大卫.施瓦兹
Go and have your best week ever!
去享受你最棒的一周吧！
Art
阿特
get a life
GAGGING OUT A DATA-DUMP EXPLANATION
这两者究竟应该如何理解呢？ 麻烦老师了，谢谢！
[ 本帖最后由 xixi茜茜 于 2007-11-2 08:28 编辑 ]
评论
THIS WEEK'S TIP:
How To Sell The Higher-Priced Option
如何卖出高价位的产品
I admit, I'm an eavesdropper.
我承认，我是个偷听者。
On sales transactions mostly. When out shopping or
browsing, I will position myself in the vicinity of a
conversation between a salesperson and customer
to listen to the transaction.
在很多销售中。当外出购物或者逛街的时候，我会站在一个销售员和客户的附近来听他们的买卖对话。
I know. I should really get a life. But it provides
great sales lessons. Good and bad.
我知道。我应该做点正事。但这可以提供很好的销售课程。好的坏的都有。
For example, at an electronics store, I observed
a customer asking the salesperson about a computer:
举个例子，在一个电器柜台，我观察到一个顾客在向销售员询问一台电脑
"What's the difference between the $400 model and the
$675 version?"
“400美元的机型和675美元的有什么区别呢”
The sales rep said, "Well, it has a few more features,
but the $400 model does a pretty good job."
销售员说“这个，６７５美元的有更多的功能，但是４００美元的机型也可以运行的很好了”
The customer agreed to get the $400 model, and
the rep went to retrieve one from the back.
顾客选择了４００美元的型号，销售员去后台取机。
While waiting, I overheard the customer say to his
wife, "I probably would have gone for the $675 version,
but I guess we don't need it."
在等待的时候，我无意中听到顾客对他妻子说“我原来会选购６７５美元的版本，但我想我们没有必要”
And this happens all of the time.
这样的事常常发生
When you hear questions about the differences between
lower and higher-priced versions of what you sell, what
they're really saying is:
当你听到关于你所卖的产品高端和低端差异的问题时，他们实际的意思是
"I could buy the higher-end product/service, I'm not yet
convinced of the value. So help me understand why I
should get it."
“我会选择高端的产品或者服务，但我还不确定价值。所以给我个选择的理由”
Understand your opportunity here!
这里懂得你的机会了吧
First, the mistakes to avoid:
首先，应该避免的错误是
MISTAKE: GAGGING OUT A DATA-DUMP EXPLANATION
Just like at any point in the sales process, if you present
data without knowing what, specifically, they would or
could be interested in, it could cause their eyes to glaze
over. Worse, you might provide fodder for an objection.
错误:胡乱说一个数据解释。就像销售过程中的其他点一样，如果你不明确知道什么会或者可以引起顾客兴趣，就会让顾客的注意一闪而过。更糟的是，
你可能提供了一个拒绝的理由。
MISTAKE: DOWNPLAYING THE HIGHER-PRICED OPTION
For fear of losing any type of sale, some reps play up the
lower-priced option while not knowing anything about the
prospect's situation. They make an assumption that the
person won't buy higher. This assumption takes money out
of your pocket.
错误：轻视高价位的商品
担心失去生意，有的销售员在不了解顾客的情况下推荐低价位的产品。他们做了一个假设：顾客不会购买贵的产品。这个假设从你口袋中取走了钱。
Again, keep in mind that when they ask about the higher-
priced item they could be saying, "I can be sold on the
higher-priced version ... I just need to justify it."
还有，在脑中记住当他们询问高价位的商品时，他们会说，“我会购买高价的商品，我只是需要确认合适”
Your first response should not be presenting. Instead,
question. Focus questions on uncovering reasons why the
top-of-the-line version delivers more value, to determine
if that's what they need or want.
你的第一反应不应该是陈述。而是提问。注意提问那些为什么高端的提供有更好价值，来确认这是否是他们需要的或者想要的。
For example, "Well, the Deluxe Option has a few nice
extras that might be a good fit for you. Let's find out.
Tell me, do you ever run into situations where you have
to manually extract the additional data you need from
your database? I see. Well this version does that for
you. And, how about situations where ..."
举个例子“好的，豪华装有一些额外的特点，可能对你非常合适。我们来看一下。告诉我，你碰到过需要从数据库中手动摘录额外的数据的情况吗？
好的。这个版本就可以为你做这些工作。那么，这些情况呢。。。”
Or, "I'll be happy to explain. So I can make my comments
most relevant, please tell me, how do you plan on using
the system?"
或者“我很乐意为你解释。为了可以使我的评论更有针对性，可以告诉我，你打算如何使用这个系统吗？”
There are many more sales reps who sell on low price than
there are buyers who buy strictly because of price. Find
out what they need, and everyone wins.
只关心销售低价位的销售员总是要比那些只看重价格的买家多得多。找出他们需要什么，可以双赢。
QUOTE OF THE WEEK
"Use action to cure fear and gain confidence. Do what you
fear and fear disappears. Just try it and see."
“用行动来克服恐惧增加信心。面对你的恐惧，恐惧才会消失。去尝试吧，看看结果。”
David Schwartz, Ph.D
Go and have your best week ever!
Art
[ 本帖最后由 uniqueico 于 2007-10-31 13:32 编辑 ]
评论
get a life , ----
gagging out a data -dump explanation -数字罗列式的解释说明？
评论
修改的是YITIN的翻译：
THIS WEEK'S TIP:
How To Sell The Higher-Priced Option
本周话题：
如何推销高价位的产品
I admit, I'm an eavesdropper.
我承认我是一个偷听者。
On sales transactions mostly. When out shopping or
browsing, I will position myself in the vicinity of a
conversation between a salesperson and customer
to listen to the transaction.
主要偷听销售交易。外出购物或诳商店时，我会站在销售员与顾客交谈位置的附近，聆听他们的交易谈话。
I know. I should really get a life. But it provides
great sales lessons. Good and bad.
我知道，我应该活得正派一点。但，偷听交易谈话可获得很好的销售教训，有好的也有坏的。
get a life 去做点正事
For example, at an electronics store, I observed
a customer asking the salesperson about a computer:
比如，在一间电器商店里，我观察到一顾客向销售员询问电脑：
"What's the difference between the $400 model and the
$675 version?"
“400块的和675块的有什么不同？”
The sales rep said, "Well, it has a few more features,
but the $400 model does a pretty good job."
销售员说，“呃，675块的更特别，但400块的也很不错的。”
has a few more features 多了几个功能
The customer agreed to get the $400 model, and
the rep went to retrieve one from the back.
那顾客同意买400块的，而销售员到后方拿去了。
While waiting, I overheard the customer say to his
wife, "I probably would have gone for the $675 version,
but I guess we don't need it."
（顾客在）等待期间，我偶然听到顾客对他妻子说，“我本想买675块的，但我认为我们不需它。”
。。。但我想我们大概不用（或不需要这些功能）。”
And this happens all of the time.
这种情况随时都有发生。
When you hear questions about the differences between
lower and higher-priced versions of what you sell, what
they're really saying is:
当你听到有人问你销售的较低价位的和较高价位的产品有什么不同，他们真正问的是：
当你听到有人问，你所销售的产品里低价（型号）和高价（型号）有什么不同，他们真正想问的是：
"I could buy the higher-end product/service, I'm not yet
convinced of the value. So help me understand why I
should get it."
“我可以购买高价位的产品/服务，但我还没使我相信它的价值。所以，使我明白我为何应该买它吧。”
Understand your opportunity here!
领会你这里的机会！
First, the mistakes to avoid:
首先，要避免的错误：
MISTAKE: GAGGING OUT A DATA-DUMP EXPLANATION
Just like at any point in the sales process, if you present
data without knowing what, specifically, they would or
could be interested in, it could cause their eyes to glaze
over. Worse, you might provide fodder for an objection.
错误一：做改变了意思的解释，就像在销售过程的每个点上，如果你不知道他们会或可能感兴趣的东西具体是什么就提出信息，这可能使顾客感到迷惑。更糟糕的是你可能使交易泡汤。
错误一：吐出数据重重的解释
就像在销售过程中的任何时候，如果你不知道他们可能会或必然会对什么具体东西感兴趣，你就提供（很多具体）数据，这会使顾客迷茫。更糟糕的是，（这样）你就提供了（对方）拒绝的理由。[注：推销员的大堆数据使人昏昏欲睡，客户听不懂就会找个理由，拒绝购买]
MISTAKE: DOWNPLAYING THE HIGHER-PRICED OPTION
For fear of losing any type of sale, some reps play up the
lower-priced option while not knowing anything about the
prospect's situation. They make an assumption that the
person won't buy higher. This assumption takes money out
of your pocket.
错误二：担心失去交易而忽视高价位的产品，有些销售员在不了解潜在客户的情况下，大力推销低价位的产品。他们猜想那位顾客不会买高价货。猜想使你失去金钱。
错误二：对高价型号的轻描淡写
因为担心失去交易（客户什么型号的也不买），有些销售员在不了解潜在客户的情况下，大力鼓吹低价型号。他们假定顾客不会买高价型号。这种假定减少了你口袋中（应该有）的金钱。
Again, keep in mind that when they ask about the higher-
priced item they could be saying, "I can be sold on the
higher-priced version ... I just need to justify it."
再一次，记住当他们询问高价位产品的时候，他们本是想说，“你可以说服我买高价位的产品…我只需要证明。”
注意记住：当他们询问高价型号的时候，他们可能是想说：“你可以说服我买高价型号。。。我只是需要理由。”
Your first response should not be presenting. Instead,
question. Focus questions on uncovering reasons why the
top-of-the-line version delivers more value, to determine
if that's what they need or want.
你不应该先回话。相反，应该提问。把问题集中在列摆为何高价位的产品传递更多价值的理由，以决定其是否是顾客所需要或想要的。
For example, "Well, the Deluxe Option has a few nice
extras that might be a good fit for you. Let's find out.
Tell me, do you ever run into situations where you have
to manually extract the additional data you need from
your database? I see. Well this version does that for
you. And, how about situations where ..."
例如，“好，高级产品拥有很好的可能很适合你的额外价值。让我们把它找出来。请告诉我，您曾遇到过从您的数据库里手动地提取您需要的附加的数据的情况吗？我明白。此版本帮你解决这一问题。还有，有没有遇到过这样的情况…”
Or, "I'll be happy to explain. So I can make my comments
most relevant, please tell me, how do you plan on using
the system?"
或者，“我乐意阐明。为能解释得通透，请告诉我你计划怎么使用该系统？”
There are many more sales reps who sell on low price than
there are buyers who buy strictly because of price. Find
out what they need, and everyone wins.
进行低价推销的销售员比依据价格决定买或不买的买家还多。找出顾客的需要，大家双赢。
QUOTE OF THE WEEK
"Use action to cure fear and gain confidence. Do what you
fear and fear disappears. Just try it and see."
David Schwartz, Ph.D
本周引言
“利用行动治愈恐惧并获取信心。为你所恐, 恐则消逝。试了就知道。”---大卫施瓦茨
Go and have your best week ever!
Art
[本贴对写作外贸开发信的提示：你还在大力推销你的所谓“价廉物美”吗？GET A LIFE！]
[ 本帖最后由 bruce1 于 2007-11-4 16:56 编辑 ]
评论
8错，收藏了。
评论
8错，收藏了。
评论
THIS WEEK'S TIP:
本周话题：
How To Sell The Higher-Priced Option
如何让顾客选择高价位
I admit, I'm an eavesdropper.
我承认，我可是一个偷听者。
On sales transactions mostly. When out shopping or
browsing, I will position myself in the vicinity of a
conversation between a salesperson and customer
to listen to the transaction.
当外出购物或逛街的时候，我经常在销售人员和顾客的旁边，听听他们是如何进行交易的。
I know. I should really get a life. But it provides
great sales lessons. Good and bad.
我知道，我真的应该作点别的有益的事。但是我的确从中学到深刻的营销经验，有益的或有害的。
For example, at an electronics store, I observed
a customer asking the salesperson about a computer:
比如，在一个电器商店中，我看到一位顾客正在向销售人员询问这台电脑：
"What's the difference between the $400 model and the
$675 version?"
$400的样板机和$675版本的电脑有什么不同？
The sales rep said, "Well, it has a few more features,
but the $400 model does a pretty good job."
销售人员回答到，“嗯，$675这台拥有更多的性能，但是$400的电脑也已经很不错了。”
The customer agreed to get the $400 model, and
the rep went to retrieve one from the back.
最后，顾客同意买一台$400的电脑，销售人员去后面取一台新的$400的电脑。
While waiting, I overheard the customer say to his
wife, "I probably would have gone for the $675 version,
but I guess we don't need it."
在等待的时候，我无意中听到这个顾客对他的妻子说，“我本来想买那台$675的，但我觉得可能没有必要。”
And this happens all of the time.
这样的事情经常会出现。
When you hear questions about the differences between
lower and higher-priced versions of what you sell, what
they're really saying is:
当顾客问你的产品，高价位和低价位有何区别时，他们其实是说：
"I could buy the higher-end product/service, I'm not yet
convinced of the value. So help me understand why I
should get it."
“我可以买高端的产品或服务，但我不确定是否值得。所以请帮忙告诉我为什么我应该买它？”
Understand your opportunity here!
你的商机就在这里！
First, the mistakes to avoid:
第一，避免以下的错误：
MISTAKE: GAGGING OUT A DATA-DUMP EXPLANATION
Just like at any point in the sales process, if you present
data without knowing what, specifically, they would or
could be interested in, it could cause their eyes to glaze
over. Worse, you might provide fodder for an objection.
错误：像背书一样将解释罗列出来。
在任何一个销售环节中，如果你在说明一项功能时，特别是在并不清楚顾客是否可能或将会对此感兴趣时，可能会造成顾客一扫而过。更糟糕的，你这样做倒给顾客提供了拒绝的理由。
MISTAKE: DOWNPLAYING THE HIGHER-PRICED OPTION
For fear of losing any type of sale, some reps play up the
lower-priced option while not knowing anything about the
prospect's situation. They make an assumption that the
person won't buy higher. This assumption takes money out
of your pocket.
错误：不重视顾客对高价位的选择。
由于怕失去卖出商品的机会，一些销售人员在并不明白客户的意图时，就煽动客户选择低价位产品。他们自己断定客户不会买贵的。这个猜测使你失去了赚钱的机会。
Again, keep in mind that when they ask about the higher-
priced item they could be saying, "I can be sold on the
higher-priced version ... I just need to justify it."
第二，要记住，当顾客询问高价格商品时，他们是在说，“我可以买贵的，只是我需要证实有必要。”
Your first response should not be presenting. Instead,
question. Focus questions on uncovering reasons why the
top-of-the-line version delivers more value, to determine
if that's what they need or want.
你的第一反应不应该是直接回答，而应该是提出问题。将问题集中在高档商品提供的更高的价值是否是客户所需要的或想要的。
For example, "Well, the Deluxe Option has a few nice
extras that might be a good fit for you. Let's find out.
Tell me, do you ever run into situations where you have
to manually extract the additional data you need from
your database? I see. Well this version does that for
you. And, how about situations where ..."
举例，“这种豪华型的可提供很多较好性能，可能会适合你。让我们证实一下，你是否会遇到这种情况，就是说不得不自己手动从数据库中将额外的数据提取出来？那我明白了，豪华型产品就可以替您完成这种操作。那么，下面的情况你是否也会遇到……？”
Or, "I'll be happy to explain. So I can make my comments
most relevant, please tell me, how do you plan on using
the system?"
或者说，“我很高兴为您解释。为了让我的解释更加贴切，请告诉我，你打算如何使用这个系统？”
There are many more sales reps who sell on low price than
there are buyers who buy strictly because of price. Find
out what they need, and everyone wins.
有的客户都对价格要求特别严格，但是销售低价格产品的人要比这样的客户多得多。只要找出客户所需，就能取胜。
QUOTE OF THE WEEK
"Use action to cure fear and gain confidence. Do what you
fear and fear disappears. Just try it and see."
David Schwartz, Ph.D
本周引言
“用行动克服恐惧，获得自信。去做你所害怕的事情，恐惧就会消失。尝试之后自会明了。”
David Schwartz, Ph.D
哲学博士 David Schwartz
Go and have your best week ever!
祝本周愉快！
Art
作者 Art
评论
THIS WEEK'S TIP:本周话题：
How To Sell The Higher-Priced Option
怎样卖出高价格的产品
I admit, I'm an eavesdropper. 我承认我是一个偷听者。
On sales transactions mostly. When out shopping or
browsing, I will position myself in the vicinity of a
conversation between a salesperson and customer
to listen to the transaction.
在销售交易中，不管是在逛商场还是在看一些产品，我总是站在销售人员和顾客旁边，听他们谈话，如何成交。
I know. I should really get a life. But it provides
great sales lessons. Good and bad.
我知道。我应该生活中学到。但是生活提供给我 很好的销售课。有好的也有坏的。
For example, at an electronics store, I observed
a customer asking the salesperson about a computer:
比如：在以家电子商店，我看到一个顾客在问一个销售员有关电脑的事情。
"What's the difference between the $400 model and the
$675 version?"
400美元的那款和675美元的那款有什么不同。
The sales rep said, "Well, it has a few more features,
but the $400 model does a pretty good job."
销售人员说：“呃，675美元的那款有更多的功能。但是400美元的那款的工作性能很好。
The customer agreed to get the $400 model, and
the rep went to retrieve one from the back.
顾客同意买400美元的那款，销售人员在里面给他们拿出另外的一台。
While waiting, I overheard the customer say to his
wife, "I probably would have gone for the $675 version,
but I guess we don't need it."
在等的过程中，我听到这个顾客对他的妻子说：“我觉得675美元的那款可能更好一点，但我猜万亩也不需要这个。“
And this happens all of the time.
事情就是这样。
When you hear questions about the differences between
lower and higher-priced versions of what you sell, what
they're really saying is:
当客人问你所卖的东西中，价格高的和价格低的有什么区别的时候，他们真正想说的是:
"I could buy the higher-end product/service, I'm not yet
convinced of the value. So help me understand why I
should get it."
“ 我可以买贵的那种产品/服务.但我不知道它的价值所在。所以你要让我明白我买它的理由。
Understand your opportunity here!
在这里你要把握你的机会。
First, the mistakes to avoid: 首先，避免错误。
MISTAKE: GAGGING OUT A DATA-DUMP EXPLANATION
Just like at any point in the sales process, if you present
data without knowing what, specifically, they would or
could be interested in, it could cause their eyes to glaze
over. Worse, you might provide fodder for an objection.
错误：不要一个劲地做一些数据解释。就像有些销售员，假如你一个劲说一些数据，却不知道这数据代表什么，在特殊情况下，他们可能会对你所说地感兴趣，让他们睁大眼看一下你的产品，但是，情况糟的是，你在为你的目标做一些准备而已。
MISTAKE: DOWNPLAYING THE HIGHER-PRICED OPTION
For fear of losing any type of sale, some reps play up the
lower-priced option while not knowing anything about the
prospect's situation. They make an assumption that the
person won't buy higher. This assumption takes money out
of your pocket.
错误：对高价格的产品不予重视。有些销售人员害怕两种产品都没卖出去，于是注重价格低的产品，却忽略了 顾客的具体情况。他们以为这个人不会买价格高的，往往这样的以为让他们错失了赚钱的机会。
Again, keep in mind that when they ask about the higher-
priced item they could be saying, "I can be sold on the
higher-priced version ... I just need to justify it."
再一个，就是你要注意他们询问价格高的产品时，就是相当于她们在说：“我也可以买价格高的，我只是确认一下。”
Your first response should not be presenting. Instead,
question. Focus questions on uncovering reasons why the
top-of-the-line version delivers more value, to determine
if that's what they need or want.
你的第一反应不是在陈述或问问题，而是把问题集中在为什么价格高的产品具有更大的价值，确定他们需要什么或想要什么。
For example, "Well, the Deluxe Option has a few nice
extras that might be a good fit for you. Let's find out.
Tell me, do you ever run into situations where you have
to manually extract the additional data you need from
your database? I see. Well this version does that for
you. And, how about situations where ..."
比如：这个价格高一些的产品他还有其他好的功能，可能适合你，来，我们看一下。先告诉我，你是否遇到这样的情况，就是你要从数据库中调出数据重新手动输入，使其准确? 我知道了，这个版本就是为你解决这个问题的。而且，这种情况…..”
Or, "I'll be happy to explain. So I can make my comments
most relevant, please tell me, how do you plan on using
the system?"
或者，“我很高兴为你解释。这样我可以使我的解释与你的情况相关。请告诉我，你打算怎么使用这个程序。”
There are many more sales reps who sell on low price than
there are buyers who buy strictly because of price. Find
out what they need, and everyone wins.
因为价格问题，卖低价产品的销售员比要买高价产品的客人多。找出他们真正需要什么，这样就可以各取所需。
QUOTE OF THE WEEK
"Use action to cure fear and gain confidence. Do what you
fear and fear disappears. Just try it and see."
David Schwartz, Ph.D
Go and have your best week ever!
本周名言： “用行动去战胜畏惧，获得自信。做你畏惧的事情，畏惧就会消失。你试试就知道了。”――大卫，斯切瓦特博士
祝你这一周过得愉快
Art
评论
THIS WEEK'S TIP:
本周提示：
How To Sell The Higher-Priced Option
如何推销高价方案
I admit, I'm an eavesdropper.
我承认，我是个偷听者。
On sales transactions mostly. When out shopping or browsing, I will position myself in the vicinity of a conversation between a salesperson and customer to listen to the transaction.
但绝大多数是偷听买卖的过程。当我出去购物或者逛街的时候我会站在销售人员和顾客谈话的地方附近去听他们的交易过程。
I know. I should really get a life. But it provides great sales lessons. Good and bad.
我知道我本应该做些别的什么有用的事情，但是这其实提供了相当好的销售培训的机会。有利有弊吧。
For example, at an electronics store, I observed a customer asking the salesperson about a computer:
例如，在一个电器商店，我观察到一个顾客问一个销售人员关于一台电脑的事情。
"What's the difference between the $400 model and the $675 version?"
400元那款的和675元这款有什么区别呀？
The sales rep said, "Well, it has a few more features, but the $400 model does a pretty good job."
销售人员说：“恩，它有很多别的特点，但是400元这款性能很好”
The customer agreed to get the $400 model, and the rep went to retrieve one from the back.
客户同意买400元那款，销售人员去后面拿机器。
While waiting, I overheard the customer say to his，wife, "I probably would have gone for the $675 version, but I guess we don't need it."
在等待的时候，我偷听到顾客对他的妻子说：我本来打算买那个675元的那款，但是我想我们用不了那个好的。
And this happens all of the time.
这种事情经常发生。
When you hear questions about the differences between lower and higher-priced versions of what you sell, what they're really saying is:
"I could buy the higher-end product/service, I'm not yet convinced of the value. So help me understand why I should get it."
当你听到关于你销售的低价和高价版本的区别的问题时，客户的真正意思是：我可能会买高端的产品/服务.但是我不能确认它的价值，所以帮我看看我要买他的理由。
Understand your opportunity here!
看到你的机会了吧？
First, the mistakes to avoid:
首先，应该避免的错误：
MISTAKE: GAGGING OUT A DATA-DUMP EXPLANATION
错误：胡乱说出一堆乱七八糟数据的解释。
Just like at any point in the sales process, if you present data without knowing what, specifically, they would or could be interested in, it could cause their eyes to glaze over. Worse, you might provide fodder for an objection.
在销售过程的任何一点，如果你罗列一些你都不了解的数据的话，尤其是当客户不感兴趣的时候，会使客户的眼神移开，更坏的可能是，你可能为客户提供了拒绝的接口。
MISTAKE: DOWNPLAYING THE HIGHER-PRICED OPTION
错误二：贬低低价的选择。
For fear of losing any type of sale, some reps play up the lower-priced option while not knowing anything about the prospect's situation. They make an assumption that the
person won't buy higher. This assumption takes money out of your pocket.
因为生怕丢掉任何订单，有些销售人员在不了解任何客户的立场的情况下抬高低价产品的价值。他们做了一个假设：客户不会买高价的产品。这种假设把钱从你的口袋里掏了出来。
Again, keep in mind that when they ask about the higher- priced item they could be saying, "I can be sold on the higher-priced version ... I just need to justify it."
再强调一次，记住当客户询问关于高价格的产品的时候他的意思可能是：我可以买这个高价的产品我只是需要确认一下。
Your first response should not be presenting. Instead, question. Focus questions on uncovering reasons why the top-of-the-line version delivers more value, to determine if that's what they need or want.
你的第一反应不应该是展示，而应该是自问，自问同系列最高档产品价值更高的内在原因，去决定客户需要或者想要什么。
For example, "Well, the Deluxe Option has a few nice extras that might be a good fit for you. Let's find out. Tell me, do you ever run into situations where you have to manually extract the additional data you need from your database? I see. Well this version does that for
you. And, how about situations where ..."
例如：“恩，豪华版的选择有很多额外功能，可能适合您，让我们来看看，您是否有时候会需要人工的从您的数据库里面找出您需要的数据？。。我知道了，这款机器可以帮您做这些工作，另外，您是否会有时候。。”Or, "I'll be happy to explain. So I can make my comments most relevant, please tell me, how do you plan on using the system?"
或者“我很高兴给您解释。我会给您最相关的评价，麻烦您告诉我，您打算怎么用这个系统？”
There are many more sales reps who sell on low price than there are buyers who buy strictly because of price. Find out what they need, and everyone wins.
销售人员其实很多情况下将低价产品卖给了那些特别在意价格的客户之外的客户。找出客户需要什么，而后共赢。
QUOTE OF THE WEEK
本周语录
"Use action to cure fear and gain confidence. Do what you fear and fear disappears. Just try it and see."
用行动去医治恐惧获得信心，去做你畏惧的事情然后这些事情就消失了。试试看就知道了。
David Schwartz, Ph.D
Go and have your best week ever!
去拥有最好的一周！！
Art
评论
THIS WEEK'S TIP:
本周话题
How To Sell The Higher-Priced Option
如何推销高价位的产品
I admit, I'm an eavesdropper.
我承认，我是一个偷听的人
On sales transactions mostly. When out shopping or
browsing, I will position myself in the vicinity of a
conversation between a salesperson and customer
to listen to the transaction.
大部分的销售内容，都是当我外出逛逛买东西时听来的，我会待在销售人员和顾客的附近听他们如何买卖
I know. I should really get a life. But it provides
great sales lessons. Good and bad.
我知道，我真的希望让我的生活更加充实，但是生活给我们上了伟大的销售课程，好的也有坏的
For example, at an electronics store, I observed
a customer asking the salesperson about a computer:
比方说：在一个电子类店，我看到一个顾客在问销售人员有关一台电脑的问题
"What's the difference between the $400 model and the
$675 version?"
“400美金的这款和675美金的这款有什么区别？”
The sales rep said, "Well, it has a few more features,
but the $400 model does a pretty good job."
销售人员说：“嗯，675这款功能更加多点，但是400美金的这款也很好用”
The customer agreed to get the $400 model, and
the rep went to retrieve one from the back.
顾客也想买$400的这款了，而销售人员也准备到后面仓库去拿那款电脑
While waiting, I overheard the customer say to his
wife, "I probably would have gone for the $675 version,
but I guess we don't need it."
在等待中，我头听到那个客人对他妻子说：“我本来想买675美金那款的，但我想可能我们不需要那么好的。”
And this happens all of the time.
就这时下面的事情发生了
When you hear questions about the differences between
lower and higher-priced versions of what you sell, what
they're really saying is:
当你听到有关你卖的高价位产品和低价位产品之间的区别问题是，他们真正想说的是：
"I could buy the higher-end product/service, I'm not yet
convinced of the value. So help me understand why I
should get it."
“我可以买一个最新的产品或服务，但是我不确信他的价值，所以最好让我明白为什么我应该买这个”
Understand your opportunity here!
First, the mistakes to avoid:
明白你的机会来了，首先：要避免错误发生
MISTAKE: GAGGING OUT A DATA-DUMP EXPLANATION
Just like at any point in the sales process, if you present
data without knowing what, specifically, they would or
could be interested in, it could cause their eyes to glaze
over. Worse, you might provide fodder for an objection.
错误：不要像电脑里数据传储一样解释问题，就像销售过程中任何要点，如果你自己不懂而光光说些数据，明确地说，假如他们很感兴趣的东西，这样解释反而会让他们目光呆滞，更加糟糕的是，你可能会被拒绝。
MISTAKE: DOWNPLAYING THE HIGHER-PRICED OPTION
For fear of losing any type of sale, some reps play up the
lower-priced option while not knowing anything about the
prospect's situation. They make an assumption that the
person won't buy higher. This assumption takes money out
of your pocket.
错误：不重视高价产品
为了避免失去销售机会，一些销售人员在不了解潜在客人的状况下通常会推荐低价位的产品，他们通常假定他们买不起贵的，这样的假定会让你少赚钱。
Again, keep in mind that when they ask about the higher-
priced item they could be saying, "I can be sold on the
higher-priced version ... I just need to justify it."
再有，记住如果客人问起高价位产品的时候他们可能会说“我能买高价位的东西….我只需要证实一下。”
Your first response should not be presenting. Instead,
question. Focus questions on uncovering reasons why the
top-of-the-line version delivers more value, to determine
if that's what they need or want.
你的第一反应不应该是展示产品，相反，提问，利用问题让客人了解为什么高价位的产品更值得，从而决定那个是否是他们要的
For example, "Well, the Deluxe Option has a few nice
extras that might be a good fit for you. Let's find out.
Tell me, do you ever run into situations where you have
to manually extract the additional data you need from
your database? I see. Well this version does that for
you. And, how about situations where ..."
比如说：“好的，豪华配置有些附加的内容可能会很适合你，比如你要会碰到突发情况你不得不手动从你的数据库里取出一些附加的数据吗？如果是，我觉得这种配置就很适合你，还有如果有其他情况….
Or, "I'll be happy to explain. So I can make my comments
most relevant, please tell me, how do you plan on using
the system?"
或者，“我很高兴给您解释，但是请告诉我，你打算怎么用这个系统，那我就可以给你做相关的介绍
There are many more sales reps who sell on low price than
there are buyers who buy strictly because of price. Find
out what they need, and everyone wins.
更多的销售人员卖低价产品给顾客确实因为价格问题，其实了解客人的需求，每个人都会赢
QUOTE OF THE WEEK
本周引语
"Use action to cure fear and gain confidence. Do what you
fear and fear disappears. Just try it and see."
David Schwartz, Ph.D
“用行动来克服恐惧和增加自信，去做你感到害怕的事情，恐惧自然消失了，只要去试，就会有希望。”
Go and have your best week ever!
加油!过更加精彩的一周!
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 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 .........................................
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