加拿大外贸
This Week's Tip:A Buyer Tells You How To Sell To Him
Greetings!
An exercise that's part of every one of
my training programs is where I have
sales reps analyze their buyers, or
prospective buyers.
They answer questions about how the
buyers are evaluated in their job,
what their day-to-day concerns are,
what they really want and avoid as
it relates to the seller's type of
product or service.
Makes perfect sense, doesn't it?
Really, all that matters is what
the prospect wants, right?
Sadly, this is new for lots of
salespeople. They focus on what
they want to sell. Getting on
the phone and giving a one-way
pitch is the result.
Actually, the end result is usually
getting blown off the phone.
News Flash: Buyers do not give a
hoot about you. They care about
themselves.
With that in mind, I pulled out
excerpts from an old article someone
had faxed me from Editor & Publisher
magazine: "A Salesperson's View From
The Buying Side." It was written by
a former sales rep who then became a
buyer of advertising for his firm.
This is great stuff.
___________________________________
If more advertising salespeople would
take the time to ask about our business,
to allow me to tell them what my
advertising plan is, they might be
able to suggest a way their product
would be an asset to my business and
my plan. It should be obvious that it's
impossible to offer suggestions which
would help my business if the rep
knows nothing about my business,
but few seem to realize this simple
point.
Secondly, I would buy more advertising
from some salespeople if they would
ask what I want to buy rather than
insisting I need to buy what they
want to sell.
To date, only one rep has asked
me what they could create that I
would want to advertise in. To his
surprise, I wasn't interested in
editorial support. Also to his
surprise, I was willing to pay for
higher quality paper, color, and
better distribution.
Most salespeople also fail to play
to their audience. On the rare
occasion I'm asked, I tell the
salesperson I spent eight years
in the newspaper business. Nonetheless,
they'll go on to tell me the pros
of their daily paper, and what's
wrong with weeklies, or radio, or
magazines, or whatever else they
perceive I might stupidly waste
my money on when I could have
bought their product instead.
Does it never occur to them I might
know the pros and cons of various
mediums? Many are even audacious
enough to offer incorrect information
about their competitors, assuming
I'm too stupid to know any better.
The mistakes in sales techniques are
equally appalling. I have had
salespeople decide for me that
their audience wasn't really part
of my market and excuse themselves,
thanking me for my time, without
ever asking me what I thought.
One salesperson talked endlessly
about her product, eventually
pausing to comment on how quiet
I was. When I said she hadn't
asked me anything yet, she went
back to talking nonstop for another
15 minutes, then told me how quiet
I was again. I reiterated that she
hadn't asked me a question yet,
which caused her to talk for 10
MORE minutes, finally thanking me
for my time and then excusing herself.
How to Really Sell
From the mouth of a million-and-a-
half-dollar-a-year advertiser, please
tell your salespeople how to sell
me an ad:
• Be prepared. Know something about
my business before you try to sell
me something.
• If you don't know, ask. I'll tell
you. Then you'll have the right
information instead of a misguided
assumption.
• Recognize your audience. And
tailor appropriately.
• Make my job easier, not harder.
If I ask you for tear sheets,
send them.
• Sell what I want to buy, not
what you want to sell. If you
don't know what I want, ask.
• Shut up and listen. Then you'll
know what to sell me and how to
sell it.
• Ask me to buy it, don't wait
for me to volunteer. I probably
won't.
• Be persistent, not pushy. Demanding
I buy from you will turn me off.
But hearing from you regularly
will keep you in the forefront.
• Ask questions. Listen to the
answers. Act on the answers.
• Did I say ask and listen yet?
Ask and listen.
We are not training salespeople as
well as we think we are. There is
no column on the financial statement
for “lost sales” or “money left on
the table.” If there were, my
observations as a buyer rather
than a seller say it would be an
astronomical amount.
QUOTE OF THE WEEK
"Throw your heart over the fence and
the rest will follow."
Norman Vincent Peale
Go have your best week ever!
Art
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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://info.shanghai.com/fblog/more.asp?name=bruce&id=2843
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
2007-10-26：第四十三期
http://bbs.shanghai.com/thread-805090-1-1.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）
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谢谢各位的参与。坚持实践，必有成效。若您有任何意见或建议，或者您需要进一步的英语学习资料和我的英语教学咨询，请发站内短信或直接进入我的QQ 416503427。
[ 本帖最后由 bruce1 于 2007-11-2 12:22 编辑 ]
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Salesman: You are not here to sell. You are helping them to buy.
评论
Creat value for your customer double-win
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A Buyer Tells You How To Sell To Him
一位买家谈推销技巧
Greetings! 大家好。
An exercise that's part of every one of my training programs is where I have sales reps analyze their buyers, or prospective buyers.
我的每项培训课程中都有这么一个练习，就是让销售员们分析他们的买家或者潜在买家。
They answer questions about how the buyers are evaluated in their job, what their day-to-day concerns are, what they really want and avoid as it relates to the seller's type of product or service.
销售员们回答关于他们怎样评估买家的问题，他们（是否知道）买家每天关注的重点是什么，具体到与卖家推销的产品或服务有关时，买家们真正需要的和想避免的是什么。
Makes perfect sense, doesn't it? Really, all that matters is what the prospect wants, right?
很有意义，不是吗？确实，最重要的是潜在客人到底需要什么，对吧？
Sadly, this is new for lots of salespeople. They focus on what they want to sell. Getting on the phone and giving a one-way pitch is the result.
可惜，很多的销售员都还不明白这一点。他们只关心自己想卖出什么。结果他们就只是拨通电话，作一番自说自话的推销演说。
Actually, the end result is usually getting blown off the phone.
更确切的说，他们得到的结果是对话那头的潜在客人重重地挂掉电话把他们给打发掉了。
News Flash: Buyers do not give a hoot about you. They care about themselves.
注意注意注意：买家不在乎你怎么想，他们只在意自己。
With that in mind, I pulled out excerpts from an old article someone had faxed me from Editor & Publisher magazine: "A Salesperson's View From The Buying Side." It was written by a former sales rep who then became a buyer of advertising for his firm.
想到这一点，我于是拿出一篇老文摘，那是别人传真给我的《编辑与出版》杂志上的一篇文章：《从买家角度谈销售》。作者以前是做销售员的，后来转变成为公司老板，他作为买家购买的产品是--广告。
This is great stuff. 这篇可是好东西。
___________________________________
If more advertising salespeople would take the time to ask about our business, to allow me to tell them what my advertising plan is, they might be able to suggest a way their product would be an asset to my business and my plan. It should be obvious that it's impossible to offer suggestions which would help my business if the rep knows nothing about my business, but few seem to realize this simple point.
如果广告公司的业务员更多地花时间了解我公司，并让我给他们讲讲我在广告的计划，那么他们也许能够提出对我的公司和计划有帮助的建议。他们应该清楚明白，如果他们对我公司一无所知的话，就不可能提出对我公司有任何帮助的建议。但是似乎极少有广告公司业务员明白这个简单的道理。
Secondly, I would buy more advertising from some salespeople if they would ask what I want to buy rather than insisting I need to buy what they want to sell.
其次，如果广告公司的业务员能问问我需要什么，而不是一味坚持游说我应该买什么，那么我就会光顾他们更多。To date, only one rep has asked me what they could create that I would want to advertise in. To his surprise, I wasn't interested in editorial support. Also to his surprise, I was willing to pay for higher quality paper, color, and better distribution.
到目前为止，只有一个广告业务员问过我这个问题：在我想做的广告中有哪些内容是允许他们加以创造的。使他惊讶的是，我不需要他们的润饰或创造什么的。还令他惊讶的是，我乐意为高级纸张、高质量的色彩和更优化的广告发行付钱。
Most salespeople also fail to play to their audience. On the rare occasion I'm asked, I tell the salesperson I spent eight years
in the newspaper business. Nonetheless, they'll go on to tell me the pros of their daily paper, and what's wrong with weeklies, or radio, or magazines, or whatever else they perceive I might stupidly waste my money on when I could have bought their product instead. Does it never occur to them I might know the pros and cons of various mediums? Many are even audacious enough to offer incorrect information about their competitors, assuming I'm too stupid to know any better.
还有，很多销售员都不懂跟客户交流。当我罕有地被问起的时候，我告诉销售员，我有八年的报业经验。然而他们还是继续告诉我他们的日报有怎样怎样的优势，告诉我其他媒介的种种毛病，包括那些周刊、电台、杂志等等，在他们看来我如果舍他们的日报而取其他媒介，都好比扔钞票打水漂的一样傻。难道他们就没想到：也许我本身就很清楚不同媒介的优势和劣势？还有很多人甚至胆敢在我面前诋毁他们的竞争对手，以为我像他们一样笨，以为我不知实情。
The mistakes in sales techniques are equally appalling. I have had salespeople decide for me that their audience wasn't really part of my market and excuse themselves, thanking me for my time, without ever asking me what I thought.
有些销售技巧上的错误也同样令我震惊。我遇到过一些业务员，他们无形中帮我推断出他们的广告受众不会成为我的客户，然后跟我说道别前的寒暄，谢谢我抽空跟他们谈话 -- 而他们根本不问我有什么想法！
One salesperson talked endlessly about her product, eventually pausing to comment on how quiet I was. When I said she hadn't
asked me anything yet, she went back to talking nonstop for another 15 minutes, then told me how quiet I was again. I reiterated that she hadn't asked me a question yet, which caused her to talk for 10 MORE minutes, finally thanking me for my time and then excusing herself.
有个业务推销员喋喋不休地介绍她的广告业务，最后终于停顿了一会儿问我为什么那么沉默不说话。我说因为她还没有问我任何问题。于是她再度喋喋不休地说了15分钟，然后又说我很沉默没说过话。我再次对她说她还没有问我任何问题，结果她继续又说了10分钟，最后谢谢我抽空见她，然后她便告辞了。
How to Really Sell 怎样推销From the mouth of a million-and-a-half-dollar-a-year advertiser, please tell your salespeople how to sell me an ad:
请告诉你们的销售员，如果要跟我这个做150万美元广告的客户做成生意，应该怎么推销：
• Be prepared. Know something about my business before you try to sell me something.
做好前期准备。想要向我推销之前，先了解一下我的公司。
• If you don't know, ask. I'll tell you. Then you'll have the right information instead of a misguided assumption.
不懂就问，我会告诉你。那样你就会得到正确的信息，而不是自以为是，胡蒙乱猜。
• Recognize your audience. And tailor appropriately.
认清你的受众，有针对性地推销。
• Make my job easier, not harder. If I ask you for tear sheets, send them.
给我制造方便，不要给我制造麻烦。如果我向你要广告样张，给我就是了。
• Sell what I want to buy, not what you want to sell. If you don't know what I want, ask.
推销我想买的东西，而不是你想卖的东西。如果你不知道我想要什么，就问。
• Shut up and listen. Then you'll know what to sell me and how to sell it.
闭嘴，认真听。那样你会知道该向我推销什么以及怎样推销。
• Ask me to buy it, don't wait for me to volunteer. I probably won't.
叫我买，不要等着我主动说要买。我恐怕不会主动说。
• Be persistent, not pushy. Demanding I buy from you will turn me off. But hearing from you regularly will keep you in the forefront.
要有所坚持但不是死缠烂打。求我只会让我决定不买，但听到你时不时地提一提，会让我记得考虑你。
• Ask questions. Listen to the answers. Act on the answers.
提问并倾听回答。对于回答要有所表示、有所行动。
• Did I say ask and listen yet? Ask and listen.
我有没有说了要问和听。要问和听！
We are not training salespeople as well as we think we are. There is no column on the financial statement for “lost sales” or “money left on the table.” If there were, my observations as a buyer rather than a seller say it would be an astronomical amount.
我们对销售员的培训并没有我们以为的那么好。财政决算上没有哪一栏显示“错失的业务额”或“待夺回的业务额”。假如真有那么一栏，那些数字以我作为买家（而非卖家）的角度来看，都会是天文数字。
QUOTE OF THE WEEK
"Throw your heart over the fence and
the rest will follow."
Norman Vincent Peale
本周引言：用心做，自然好。
[ 本帖最后由 Echo-Wu 于 2007-4-28 17:18 编辑 ]
评论
This Week's Tip:
A Buyer Tells You How To Sell To Him
本周话题：
买家教你如何销售
Greetings!
大家好！
An exercise that's part of every one of
my training programs is where I have
sales reps analyze their buyers, or
prospective buyers.
在我的每一次培训课程里有个环节是让销售代表练习分析他们的客户或潜在客户的。
They answer questions about how the
buyers are evaluated in their job,
what their day-to-day concerns are,
what they really want and avoid as
it relates to the seller's type of
product or service.
销售代表需回答三个问题：如何评估客户的工作、客户日常关注些什么、哪些产品或服务是客户真正想要或实在不接受的。
Makes perfect sense, doesn't it?
Really, all that matters is what
the prospect wants, right?
这很有意义，不是吗？但是，最为重要的是什么是潜在客户想要的，对吧？
Sadly, this is new for lots of
salespeople. They focus on what
they want to sell. Getting on
the phone and giving a one-way
pitch is the result.
遗憾的是，很多销售员都不知道这一点。他们只管卖他们想卖的。通电话、方法单一地销售，仅此而已。
Actually, the end result is usually
getting blown off the phone.
事实上，最后的结果通常是被挂掉了电话。
News Flash: Buyers do not give a
hoot about you. They care about
themselves.
特别报道：客户不会向你大喊大叫。他们关心的是自己。
With that in mind, I pulled out
excerpts from an old article someone
had faxed me from Editor & Publisher
magazine: "A Salesperson's View From
The Buying Side." It was written by
a former sales rep who then became a
buyer of advertising for his firm.
把它记牢，这是我从很久前的一篇文章里摘录下来的。该文章是“编辑与出版”杂志社的人传真给我的，名叫《销售员从买家的角度看销售》，作者先前是一名销售代表，之后成了他公司的广告买家。
This is great stuff.
这是很好的材料。
___________________________________
If more advertising salespeople would
take the time to ask about our business,
to allow me to tell them what my
advertising plan is, they might be
able to suggest a way their product
would be an asset to my business and
my plan. It should be obvious that it's
impossible to offer suggestions which
would help my business if the rep
knows nothing about my business,
but few seem to realize this simple
point.
要是有多一点的广告销售员会花点时间问问我们公司，允许我说一说我的广告计划，他们或许能够成为我们公司的广告商。假如销售员对我公司一点都不了解，他不可能有让我公司受益的建议，这应该是显而易见的，但看起来很少人意识到这么个简单的道理。
Secondly, I would buy more advertising
from some salespeople if they would
ask what I want to buy rather than
insisting I need to buy what they
want to sell.
第二，我会买得更多，如果销售员会问我想要什么，而不是坚持地要我买他想卖的话。
To date, only one rep has asked
me what they could create that I
would want to advertise in. To his
surprise, I wasn't interested in
editorial support. Also to his
surprise, I was willing to pay for
higher quality paper, color, and
better distribution.
目前为止，只有一个人问过我想打什么样广告。出乎他的意料，我不喜欢他们的编辑部分。使他出乎意料的还有，我要做纸张、色彩质量更高和销量更好的杂志广告。
Most salespeople also fail to play
to their audience. On the rare
occasion I'm asked, I tell the
salesperson I spent eight years
in the newspaper business. Nonetheless,
they'll go on to tell me the pros
of their daily paper, and what's
wrong with weeklies, or radio, or
magazines, or whatever else they
perceive I might stupidly waste
my money on when I could have
bought their product instead.
Does it never occur to them I might
know the pros and cons of various
mediums? Many are even audacious
enough to offer incorrect information
about their competitors, assuming
I'm too stupid to know any better.
很多销售员都没把自己的角色演好。一次难得的机会，曾有人问我，我对那位销售员说我从事过八年的报纸行业。尽管如此，他们还会不停地说他们日报的好，尽数别人的短，诸如周刊、电台、杂志等。他们认为我可能愚蠢得浪费钱，但我可以买其它的啊。难道他们从没想过我是知道各种媒体的优劣的吗？很多人，以为我太愚笨以至于不能更好地知道，甚至肆无忌惮地抹黑他们的对手。
The mistakes in sales techniques are
equally appalling. I have had
salespeople decide for me that
their audience wasn't really part
of my market and excuse themselves,
thanking me for my time, without
ever asking me what I thought.
在销售技巧上犯的那些错误同样令人震惊。我曾让销售员为我决定，他们的阅读群体实在不适合我的市场。而他们又是道歉，又是感谢的，就是没问我的想法。
One salesperson talked endlessly
about her product, eventually
pausing to comment on how quiet
I was. When I said she hadn't
asked me anything yet, she went
back to talking nonstop for another
15 minutes, then told me how quiet
I was again. I reiterated that she
hadn't asked me a question yet,
which caused her to talk for 10
MORE minutes, finally thanking me
for my time and then excusing herself.
曾有一销售员没完没了地介绍他的产品，最后停下来问我为什么不说话。就在我说她并没问我话的时候，她又不停地说了15分钟，接着又是那一句你为什么不说话。我再次说她并没问我话，说完她又是10分钟的喋喋不休。后来她一面感谢，一面道歉地离去了。
How to Really Sell
From the mouth of a million-and-a-
half-dollar-a-year advertiser, please
tell your salespeople how to sell
me an ad:
如何真正销售
出自年薪150万的广告者之口，教你如何向我销售广告：
• Be prepared. Know something about
my business before you try to sell
me something.
有备而来。在你准备向我销售前，了解我的一些情况。
• If you don't know, ask. I'll tell
you. Then you'll have the right
information instead of a misguided
assumption.
你不知道的，要问，我会告诉你。这样你会得到准确的信息，而不被蒙在鼓里。
• Recognize your audience. And
tailor appropriately.
认出你的观众。适当地剪裁。
• Make my job easier, not harder.
If I ask you for tear sheets,
send them.
帮我解决问题，而非制造问题。如果我要论文稿，你就给我送来。
• Sell what I want to buy, not
what you want to sell. If you
don't know what I want, ask.
卖给我我想买的，而不是你想卖的。如果你不知道我想买什么，问吧。
• Shut up and listen. Then you'll
know what to sell me and how to
sell it.
住口倾听。这样你会懂得给我销售些什么、怎样销售。
• Ask me to buy it, don't wait
for me to volunteer. I probably
won't.
要叫我买，不要等我主动去买。我可能不会主动的。
• Be persistent, not pushy. Demanding
I buy from you will turn me off.
But hearing from you regularly
will keep you in the forefront.
要有耐性，不要硬塞。要求我买你的东西我会很烦。但经常听到你的声音我会把你的名字放在前列。
• Ask questions. Listen to the
answers. Act on the answers.
提问问题，听到回答要有所行动。
• Did I say ask and listen yet?
Ask and listen.
我说“问”和“听”了吗？要问要听。
We are not training salespeople as
well as we think we are. There is
no column on the financial statement
for “lost sales” or “money left on
the table.” If there were, my
observations as a buyer rather
than a seller say it would be an
astronomical amount.
我们不认为我们是在培训销售员，事实上也没培训。因为在财政决算上找不到与“丧失定单”或“赢得定单”相关的专栏。如果有，我作为买家而非卖家的观察，认为这会是天文数字的数额。
QUOTE OF THE WEEK
"Throw your heart over the fence and
the rest will follow."
Norman Vincent Peale
本周引言
迈开步子，路自然打开。——诺曼•文森特毗尔
Go have your best week ever!
去拥有你最好的一周！
Art
评论
"Throw your heart over the fence and the rest will follow."
评论
Kudos to YITIN and Echo-Wu.
评论
Thanks to Mr. Bruce's encouragement. Let's do it much better!
评论
电话推销实战教程 来自电话王国的顶尖营销专家 Art
A Buyer Tells You How To Sell To Him
一位买家谈推销技巧
一位买家告诉你要如何做才能把东西卖给他 [本人水平有限，好象非得翻译这样长才能表达原作的意味]
Greetings! 大家好。
An exercise that's part of every one of my training programs is where I have sales reps analyze their buyers, or prospective buyers.
我的每项培训课程中都有这么一个练习，就是让销售员们分析他们的买家或者潜在买家。
They answer questions about how the buyers are evaluated in their job, what their day-to-day concerns are, what they really want and avoid as it relates to the seller's type of product or service.
销售员们回答关于他们怎样评估买家的问题，他们（是否知道）买家每天关注的重点是什么，具体到与卖家推销的产品或服务有关时，买家们真正需要的和想避免的是什么。
Makes perfect sense, doesn't it? Really, all that matters is what the prospect wants, right?
很有意义，不是吗？确实，最重要的是潜在客人到底需要什么，对吧？
Sadly, this is new for lots of salespeople. They focus on what they want to sell. Getting on the phone and giving a one-way pitch is the result.
可惜，很多的销售员都还不明白这一点。他们只关心自己想卖出什么。结果他们就只是拨通电话，作一番自说自话的推销演说。
Actually, the end result is usually getting blown off the phone.
更确切的说，他们得到的结果是对话那头的潜在客人重重地挂掉电话把他们给打发掉了。
News Flash: Buyers do not give a hoot about you. They care about themselves.
注意注意注意：买家不在乎你怎么想，他们只在意自己。
With that in mind, I pulled out excerpts from an old article someone had faxed me from Editor & Publisher magazine: "A Salesperson's View From The Buying Side." It was written by a former sales rep who then became a buyer of advertising for his firm.
想到这一点，我于是拿出一篇老文摘，那是别人传真给我的《编辑与出版》杂志上的一篇文章：《从买家角度谈销售》。作者以前是做销售员的，后来转变成为公司老板，他作为买家购买的产品是--广告。
a buyer of advertising for his firm：成为他所在公司负责采购广告的采购员。[呵呵，他不是老板]
This is great stuff. 这篇可是好东西。
___________________________________
If more advertising salespeople would take the time to ask about our business, to allow me to tell them what my advertising plan is, they might be able to suggest a way their product would be an asset to my business and my plan. It should be obvious that it's impossible to offer suggestions which would help my business if the rep knows nothing about my business, but few seem to realize this simple point.
如果广告公司的业务员更多地花时间了解我公司，并让我给他们讲讲我在广告的计划，那么他们也许能够提出对我的公司和计划有帮助的建议。他们应该清楚明白，如果他们对我公司一无所知的话，就不可能提出对我公司有任何帮助的建议。但是似乎极少有广告公司业务员明白这个简单的道理。
真希望有更多的广告公司业务员能够花时间了解我们公司，并让我给他们讲讲我的广告计划是什么，那么他们也许能够提出，他们的产品可以针对我们公司和我的计划有些什么帮助。。。。。。
Secondly, I would buy more advertising from some salespeople if they would ask what I want to buy rather than insisting I need to buy what they want to sell.
其次，如果广告公司的业务员能问问我需要什么，而不是一味坚持游说我应该买什么，那么我就会光顾他们更多。
To date, only one rep has asked me what they could create that I would want to advertise in. To his surprise, I wasn't interested in editorial support. Also to his surprise, I was willing to pay for higher quality paper, color, and better distribution.
到目前为止，只有一个广告业务员问过我这个问题：在我想做的广告中有哪些内容是允许他们加以创造的。使他惊讶的是，我不需要他们的润饰或创造什么的。还令他惊讶的是，我乐意为高级纸张、高质量的色彩和更优化的广告发行付钱。
editorial support：类似于国内所谓的“软文”。后一句的内在含义是指：价格不是推销的唯一！！！
Most salespeople also fail to play to their audience. On the rare occasion I'm asked, I tell the salesperson I spent eight years in the newspaper business. Nonetheless, they'll go on to tell me the pros of their daily paper, and what's wrong with weeklies, or radio, or magazines, or whatever else they perceive I might stupidly waste my money on when I could have bought their product instead. Does it never occur to them I might know the pros and cons of various mediums? Many are even audacious enough to offer incorrect information about their competitors, assuming I'm too stupid to know any better.
还有，很多销售员都不懂跟客户交流。当我罕有地被问起的时候，我告诉销售员，我有八年的报业经验。然而他们还是继续告诉我他们的日报有怎样怎样的优势，告诉我其他媒介的种种毛病，包括那些周刊、电台、杂志等等，在他们看来我如果舍他们的日报而取其他媒介，都好比扔钞票打水漂的一样傻。难道他们就没想到：也许我本身就很清楚不同媒介的优势和劣势？还有很多人甚至胆敢在我面前诋毁他们的竞争对手，以为我像他们一样笨，以为我不知实情。
The mistakes in sales techniques are equally appalling. I have had salespeople decide for me that their audience wasn't really part of my market and excuse themselves, thanking me for my time, without ever asking me what I thought.
有些销售技巧上的错误也同样令我震惊。我遇到过一些业务员，他们无形中帮我推断出他们的广告受众不会成为我的客户，然后跟我说道别前的寒暄，谢谢我抽空跟他们谈话 -- 而他们根本不问我有什么想法！
One salesperson talked endlessly about her product, eventually pausing to comment on how quiet I was. When I said she hadn't asked me anything yet, she went back to talking nonstop for another 15 minutes, then told me how quiet I was again. I reiterated that she hadn't asked me a question yet, which caused her to talk for 10 MORE minutes, finally thanking me for my time and then excusing herself.
有个业务推销员喋喋不休地介绍她的广告业务，最后终于停顿了一会儿问我为什么那么沉默不说话。我说因为她还没有问我任何问题。于是她再度喋喋不休地说了15分钟，然后又说我很沉默没说过话。我再次对她说她还没有问我任何问题，结果她继续又说了10分钟，最后谢谢我抽空见她，然后她便告辞了。
How to Really Sell 怎样推销
From the mouth of a million-and-a-half-dollar-a-year advertiser, please tell your salespeople how to sell me an ad:
请告诉你们的销售员，如果要跟我这个做150万美元广告的客户做成生意，应该怎么推销：
• Be prepared. Know something about my business before you try to sell me something.
做好前期准备。想要向我推销之前，先了解一下我的公司。
• If you don't know, ask. I'll tell you. Then you'll have the right information instead of a misguided assumption.
不懂就问，我会告诉你。那样你就会得到正确的信息，而不是自以为是，胡蒙乱猜。
• Recognize your audience. And tailor appropriately.
认清你的受众，有针对性地推销。
• Make my job easier, not harder. If I ask you for tear sheets, send them.
给我制造方便，不要给我制造麻烦。如果我向你要广告样张，给我就是了。
• Sell what I want to buy, not what you want to sell. If you don't know what I want, ask.
推销我想买的东西，而不是你想卖的东西。如果你不知道我想要什么，就问。
• Shut up and listen. Then you'll know what to sell me and how to sell it.
闭嘴，认真听。那样你会知道该向我推销什么以及怎样推销。
• Ask me to buy it, don't wait for me to volunteer. I probably won't.
叫我买，不要等着我主动说要买。我恐怕不会主动说。
• Be persistent, not pushy. Demanding I buy from you will turn me off. But hearing from you regularly will keep you in the forefront.
要有所坚持但不是死缠烂打。求我只会让我决定不买，但听到你时不时地提一提，会让我记得考虑你。
• Ask questions. Listen to the answers. Act on the answers.
提问并倾听回答。对于回答要有所表示、有所行动。
• Did I say ask and listen yet? Ask and listen.
我有没有说了要问和听。要问和听！
强调：做到了提问的方面之后，还要做到洗耳恭听。
We are not training salespeople as well as we think we are. There is no column on the financial statement for “lost sales” or “money left on the table.” If there were, my observations as a buyer rather than a seller say it would be an astronomical amount.
我们对销售员的培训并没有我们以为的那么好。财政决算上没有哪一栏显示“错失的业务额”或“待夺回的业务额”。假如真有那么一栏，那些数字以我作为买家（而非卖家）的角度来看，都会是天文数字。
QUOTE OF THE WEEK
"Throw your heart over the fence and the rest will follow." Norman Vincent Peale
本周引言：用心做，自然好。
[ 本帖最后由 bruce1 于 2007-5-17 16:40 编辑 ]
评论
病了. 后面的翻译跟不上了...原谅我旷几节课吧老师~
评论
We are not training salespeople as well as we think we are. There is no column on the financial statement for “lost sales” or “money left on the table.” If there were, my observations as a buyer rather than a seller say it would be an astronomical amount. 我们对销售员的培训并没有我们以为的那么好。财政决算上没有哪一栏显示“错失的业务额”或“待夺回的业务额”。假如真有那么一栏，那些数字以我作为买家（而非卖家）的角度来看，都会是天文数字。
买家或卖家两者角度有区别吗？
作为卖家来看，数字更大。
没理解。
老师请指点！
评论
This Week's Tip:
A Buyer Tells You How To Sell To Him
本周贴示：
买家告诉你如何向他推销
Greetings!
问好！
An exercise that's part of every one of
my training programs is where I have
sales reps analyze their buyers, or
prospective buyers.
我的每个培训节目中有一个练习就是让推销员分析他们的客户，或者是潜在客户。
They answer questions about how the
buyers are evaluated in their job,
what their day-to-day concerns are,
what they really want and avoid as
it relates to the seller's type of
product or service.
推销员们回答了关于如何评价客户的问题，客户日常关心的是什么，当关系到推销的产品和服务时，什么是他们真正想要的和避免的
Makes perfect sense, doesn't it?
Really, all that matters is what
the prospect wants, right?
非常有意义，不是吗？事实上，最为重要的是潜在客户想要得到什么，对吗？
Sadly, this is new for lots of
salespeople. They focus on what
they want to sell. Getting on
the phone and giving a one-way
pitch is the result.
遗憾的是，大部分推销员并不知道这一点。他们关注于自己想要卖的东西。结果就是拨通电话，单一推销。
Actually, the end result is usually
getting blown off the phone.
实际上，最终结果通常是电话被挂掉了。
News Flash: Buyers do not give a
hoot about you. They care about
themselves.
消息：买家不会对你大呼大叫。他们关心的是他们自己而已。
With that in mind, I pulled out
excerpts from an old article someone
had faxed me from Editor & Publisher
magazine: "A Salesperson's View From
The Buying Side." It was written by
a former sales rep who then became a
buyer of advertising for his firm.
我拿出一篇文章的摘录，这是别人传真给我的来自《编辑与出版》杂志的旧文章“站在买主角度谈推销。”这是由一个从前是推销员的人写的，后来他成为他的公司的广告采购员。
This is great stuff.
这是一篇非常好的文章。
___________________________________
If more advertising salespeople would
take the time to ask about our business,
to allow me to tell them what my
advertising plan is, they might be
able to suggest a way their product
would be an asset to my business and
my plan. It should be obvious that it's
impossible to offer suggestions which
would help my business if the rep
knows nothing about my business,
but few seem to realize this simple
point.
如果多数广告推销员能花些时间问问我们公司，允许我告诉他们我的广告计划，他们也许就能够建议他们的广告产品对我们公司和我的计划是有帮助的。显而易见，如果推销员不了解我的公司那就不可能提出能帮助我们公司的建议，但是看起来几乎很少有人意识到这点。
Secondly, I would buy more advertising
from some salespeople if they would
ask what I want to buy rather than
insisting I need to buy what they
want to sell.
其次，我会购买很多广告，如果这些推销员能问问我想要买什么而不是坚持我必须购买他们想要卖的东西。
To date, only one rep has asked
me what they could create that I
would want to advertise in. To his
surprise, I wasn't interested in
editorial support. Also to his
surprise, I was willing to pay for
higher quality paper, color, and
better distribution.
(但是)时至今日，只有一个推销员问过我，他们能创造什么样的条件我想在他们那里登广告的话。让他惊讶的是，我对社论支持并不感兴趣。还让他惊讶的是，我乐意为高品质的纸张、色彩和更好的分销渠道付款。
Most salespeople also fail to play
to their audience. On the rare
occasion I'm asked, I tell the
salesperson I spent eight years
in the newspaper business. Nonetheless,
they'll go on to tell me the pros
of their daily paper, and what's
wrong with weeklies, or radio, or
magazines, or whatever else they
perceive I might stupidly waste
my money on when I could have
bought their product instead.
Does it never occur to them I might
know the pros and cons of various
mediums? Many are even audacious
enough to offer incorrect information
about their competitors, assuming
I'm too stupid to know any better.
大多数销售员所扮推销角色失败。在这个罕见我被提问的时刻，我告诉销售员我有八年报业经验。虽然如此，他们还是继续告诉我他们日报的优点，抨击其它的周刊、广播、杂志或者任何其它的媒介的缺点，他们觉得当我不用他们的产品时候简直是在浪费钱十分愚蠢。他们能不再这样做吗， 难道我还不知道不同媒介彼此的优缺点吗？许多人甚至是鲁莽地诋毁他们的竞争对手，好像是我太傻不知道更多的情况。
The mistakes in sales techniques are
equally appalling. I have had
salespeople decide for me that
their audience wasn't really part
of my market and excuse themselves,
thanking me for my time, without
ever asking me what I thought.
这种在销售技巧里的错误同样让人震惊。曾有些销售员觉得他们的观众不属于我的市场，为占用我的时间感到抱歉并谢谢，但是并没有问我有什么想法。
One salesperson talked endlessly
about her product, eventually
pausing to comment on how quiet
I was. When I said she hadn't
asked me anything yet, she went
back to talking nonstop for another
15 minutes, then told me how quiet
I was again. I reiterated that she
hadn't asked me a question yet,
which caused her to talk for 10
MORE minutes, finally thanking me
for my time and then excusing herself.
有一个推销员无止境地谈论她的产品，终于暂停问我为何如此安静。当我说她还没有问过我任何问题，她又不断地说了15分钟，然后说我为何又再次沉默。我重申她还没有问我问题，那又引得她说了10分钟，最后为占用我的时间抱歉和表示感谢。
How to Really Sell
From the mouth of a million-and-a-
half-dollar-a-year advertiser, please
tell your salespeople how to sell
me an ad:
如何推销
来自150万美元的广告客户的方法，请告诉你的销售员，应该如何向我推销：
• Be prepared. Know something about
my business before you try to sell
me something.
•做好准备。在你试图向我推销之前请先了解我的公司。
• If you don't know, ask. I'll tell
you. Then you'll have the right
information instead of a misguided
assumption.
•如果你不知道，就问。我会告诉你的。于是你能得到正确的信息而不是错误的消息。
• Recognize your audience. And
tailor appropriately.
•认清出你的观众。
• Make my job easier, not harder.
If I ask you for tear sheets,
send them.
•让我的工作变得简单，而不是更复杂。如果我向你要求文件资料，请把它们寄给我。
• Sell what I want to buy, not
what you want to sell. If you
don't know what I want, ask.
•推销我想买的，而不是你想卖的。如果你不知道我想要什么，那就问。
• Shut up and listen. Then you'll
know what to sell me and how to
sell it.
•闭嘴细细聆听。然后你就会知道卖什么东西给我和怎样卖。
• Ask me to buy it, don't wait
for me to volunteer. I probably
won't.
•要求我买，而不是等我主动来买。我不可能这样做。
• Be persistent, not pushy. Demanding
I buy from you will turn me off.
But hearing from you regularly
will keep you in the forefront.
•要有坚持，而不是苛求。要求我从你这儿买会使我感到厌烦。但是时不时听到你的提醒会让我考虑的时候率先想起你的。
• Ask questions. Listen to the
answers. Act on the answers.
•问问题，听答案。根据答案行动。
• Did I say ask and listen yet?
Ask and listen.
•我已经说了问和听了吗？那就开始去问去听。
We are not training salespeople as
well as we think we are. There is
no column on the financial statement
for “lost sales” or “money left on
the table.” If there were, my
observations as a buyer rather
than a seller say it would be an
astronomical amount.
我们训练推销员远没有我们想的那么好。财政决算上没有一栏是表示“错失的业务额”或“待夺回的业务额”。如果有，我作为买主而不是卖主的来看，那将会是一个天文数字。
QUOTE OF THE WEEK
"Throw your heart over the fence and
the rest will follow."
Norman Vincent Peale
本周摘引
“放开心，自然会好。”
诺曼.文森特
Go have your best week ever!
Art
评论
This Week's Tip: 本周技巧：
A Buyer Tells You How To Sell To Him
买家告诉你如何销售
Greetings!
大家好
An exercise that's part of every one of
my training programs is where I have
sales reps analyze their buyers, or
prospective buyers.
在我的培训课程上，我会让销售代表去分析他们的买家或者潜在买家。这是我培训课程的一个组成部分。
They answer questions about how the
buyers are evaluated in their job,
what their day-to-day concerns are,
what they really want and avoid as
it relates to the seller's type of
product or service.
学员们回答了关于买家如何评估他们工作的问题，买家每天关注的是什么，关于产品和服务的销售类型，买家想得到些什么，想避免什么？
Makes perfect sense, doesn't it?
Really, all that matters is what
the prospect wants, right?
是很有道理，难道不是吗？是的，所有这些都是潜在客户想要得到的，对吧？
Sadly, this is new for lots of
salespeople. They focus on what
they want to sell. Getting on
the phone and giving a one-way
pitch is the result.
可悲的是，这些对于很多销售人员来说都是全新的。他们只关心他们所销售的物品。拿起电话的时候，没有估计别人的感受。
Actually, the end result is usually
getting blown off the phone.
实际上，最后的结果通常就是气喘吁吁的刮掉电话。
News Flash: Buyers do not give a
hoot about you. They care about
themselves.
短新闻：买家不会去与你争吵，他们关心的是他们自己。
With that in mind, I pulled out
excerpts from an old article someone
had faxed me from Editor & Publisher
magazine: "A Salesperson's View From
The Buying Side." It was written by
a former sales rep who then became a
buyer of advertising for his firm.
记住那些，一位朋友从Editor & Publisher上看过一篇文章，并传真于我。我摘录一部分“站在买家的角度看销售”由前销售人员所写，现在是广告业的买家。
This is great stuff.这是一件很伟大的事情。
___________________________________
If more advertising salespeople would
take the time to ask about our business,
to allow me to tell them what my
advertising plan is, they might be
able to suggest a way their product
would be an asset to my business and
my plan. It should be obvious that it's
impossible to offer suggestions which
would help my business if the rep
knows nothing about my business,
but few seem to realize this simple
point.
如果更多的广告销售人员能花点时间问问我们的生意，让我告诉他们我的广告计划。他们就有可能让他们的产品走入到我的商业和计划当中去。很明显，如果销售人员对我的生意一无所知，他们不可能提供给我有益的建议，但是似乎很少有人意识到这个简单的问题。
Secondly, I would buy more advertising
from some salespeople if they would
ask what I want to buy rather than
insisting I need to buy what they
want to sell.
第二，如果销售人员会让我去购买我想要得而不是他们坚持他们所出售的物品时，我会从销售人员那里购买更多的广告。
To date, only one rep has asked
me what they could create that I
would want to advertise in. To his
surprise, I wasn't interested in
editorial support. Also to his
surprise, I was willing to pay for
higher quality paper, color, and
better distribution.
直到今天，只有一个销售代表跟我说他们能够给我创造我需要的广告。令他吃惊的是，我对这个编辑支持不再感兴趣。令他吃惊的还有，我乐意为高质量的纸张，颜料，和更高的分销商支付更多的钱。
Most salespeople also fail to play
to their audience. On the rare
occasion I'm asked, I tell the
salesperson I spent eight years
in the newspaper business. Nonetheless,
they'll go on to tell me the pros
of their daily paper, and what's
wrong with weeklies, or radio, or
magazines, or whatever else they
perceive I might stupidly waste
my money on when I could have
bought their product instead.
Does it never occur to them I might
know the pros and cons of various
mediums? Many are even audacious
enough to offer incorrect information
about their competitors, assuming
I'm too stupid to know any better.
大部门销售人员也不能与他们的买家打成一片。在很少的时候，我告诉销售人员们，我已经在报纸上作了8年广告。然而，他们仍旧继续给我解释他们的日报，周报或者无线电，杂志或其他的我会愚蠢的浪费我的金钱的地方，如果我购买了他们的产品的话。
我可能知道不同媒体的正，反两面 。很多销售人员，甚至客户，总是提供关于他们竞争对手的虚假的信息，认为我太傻不会知道更好的东西。
The mistakes in sales techniques are
equally appalling. I have had
salespeople decide for me that
their audience wasn't really part
of my market and excuse themselves,
thanking me for my time, without
ever asking me what I thought.
销售技巧方面的错误同样的令人吃惊。有的销售人员告诉我它们的客户真的不与我使用的产品相似，他们非常抱歉，感谢我能抽出时间来，甚至没有问问我的想法是什么。
One salesperson talked endlessly
about her product, eventually
pausing to comment on how quiet
I was. When I said she hadn't
asked me anything yet, she went
back to talking nonstop for another
15 minutes, then told me how quiet
I was again. I reiterated that she
hadn't asked me a question yet,
which caused her to talk for 10
MORE minutes, finally thanking me
for my time and then excusing herself.
一位销售人员喋喋不休的谈论她的产品，最后在我一言不发的时候她停了下来。当我说，我没来得及说任何事情的时候，她又无休止的说了15分钟。然后说我，是如此的安静。我反复的说，他没有问我一个问题，而是自己在那里说了10多分钟，最后谢谢我的时间，然后说自己很抱歉。
How to Really Sell
From the mouth of a million-and-a-
half-dollar-a-year advertiser, please
tell your salespeople how to sell
me an ad:
请告诉你们的销售员，如果要跟我这个做150万美元广告的客户做成生意，应该怎么推销：
• Be prepared. Know something about
my business before you try to sell
me something.
。事先准备。在你试图给我出售一些东西之前你要对我的生意有一定的了解。
• If you don't know, ask. I'll tell
you. Then you'll have the right
information instead of a misguided
assumption.
。如果你不知道的话，就问一下。我会告诉你的。那么你就有正确的信息取代了曾经误导你得那些假设。
• Recognize your audience. And
tailor appropriately.
。认清你得客户。做出合适的取舍。
• Make my job easier, not harder.
If I ask you for tear sheets,
send them.
。让客户的工作简单，而不是复杂。如果我需要某些摘录的话，请给我。
• Sell what I want to buy, not
what you want to sell. If you
don't know what I want, ask.
。出售我想要购买的，不是你想销售的。如果你不知道我需要什么的话，那你就问。
• Shut up and listen. Then you'll
know what to sell me and how to
sell it.
。闭上嘴，倾听。然后你会知道卖给我什么，如何去卖。
• Ask me to buy it, don't wait
for me to volunteer. I probably
won't.
。要求我去买，而不是等待着我去买。如果那样的话，我可能永远都不会买。
• Be persistent, not pushy. Demanding
I buy from you will turn me off.
But hearing from you regularly
will keep you in the forefront.
。坚持，不要冒进。你给我的购买要求我可能会拒绝。但是，你得有规律的话语，将会让你领先。
• Ask questions. Listen to the
answers. Act on the answers.
。问问题，听答案，根据答案，做出点反应。
• Did I say ask and listen yet?
Ask and listen.
。我可以问问听听吗？ 可以的。
We are not training salespeople as
well as we think we are. There is
no column on the financial statement
for “lost sales” or “money left on
the table.” If there were, my
observations as a buyer rather
than a seller say it would be an
astronomical amount.
我们对销售员的培训并没有我们以为的那么好。财政决算上没有哪一栏显示“错失的业务额”或“待夺回的业务额”。假如真有那么一栏，那些数字以我作为买家（而非卖家）的角度来看，都会是天文数字。
QUOTE OF THE WEEK
"Throw your heart over the fence and
the rest will follow."
Norman Vincent Peale
Go have your best week ever!
Art
评论
阿特的意思：
当他作为买者时，看到了太多的不合格销售人员，这些推销员浪费了很多的时间和金钱。如果要在公司的财务报表上显示出来，那个数值就太庞大了。（同理，我们很多外贸业务员，根本没有最基本的销售理念和技巧）
作为卖者，阿特是专家，在销售中犯的错误不会太多。特别是很少会犯低级错误。所以对公司财务的损失不大。
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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