Quan Tri Luc Luong Ban Hang_2

7/31/2019 Quan Tri Luc Luong Ban Hang_2

1/15

NG 5: QU N TR LC L NG B N H NG http://www.dayhoctructuyen.com/file.php/163/CHUONG_5.htm

15 4/1/2008 10:43 AM

CHNG 5: QUN TR LC LNG BN HNG5.1. Vai tr ca vic bn hng qua nhn vin

5.1.1. Bn cht bn hng qua nhn vin

C rt nhiu loi hnh bn qua nhn vin v vai tr ca h rt khc nhau tu tng cng ty.

Chng ta s xem xt v cc phn vic ca bn hng qua nhn vin v vai tr ca lc lng b

trong knh marketing ng i.Cch n gin ngh n bn cht v vai tr ca vic bn hng l bn c hng. S

chng ta cn nn nh rng t ng bn hng bao gm lun mt lot tnh hung v hot ng bn

N c mt s vai tr nh sau:

- i vi x hi: kch thch nn kinh t, truyn b si mi

-

i vi doanh nghip: mang li thu nhp cho nh sn xut, nghin cu th trng, t

hiu nhng phn hi ca khch hng.

- i vi khch hng: by t kin khch hng cho cng ty

5.1.2. Vai tr ca lc lng bn

Bn hng qua nhn vin bao hm s truyn thng c nhn, hai chiu gia ngi bn

khch hng qua con ng trc din hoc qua in thoi, thng qua cc hi ngh video h

phng tin no khc. iu ny c ngha l cho bn qua nhn vin c th c hiu qu hn qung

co trong nhng tnh hung bn phc tp.

- Nhn vin bn c th thm d bit thm v cc vng mc ca khch hng.

-Nhn vin bn c thiu chnh cng hin tip th cho va vi nhu cu chuyn bit ca

mi khch hng, v c th tho thun viu kin mua bn.

-

Nhn vin bn hng c th xy dng quan h c nhn lu di vi nhng khch hn

quan trng.

5.2. Qun tr lc lng bn

5.2.1. Khi nim

Qun tr lc lng bn hng l vic phn tch, lp k hoch, thc thi v kim tra cc hot

ng ca lc lng bn hng. Bao gm thit k chin lc v cu trc lc lng bn, tuyn

dng, chn lc, hun luyn, kch thch, gim st, nh gi nhn vin bn hng ca cng ty.

5.2.2. Thit k lc lng bn

5.2.2.1. Cu trc lc lng bn hng

1. Cu trc lc lng bn theo lnh th

Mt s t chc lc lng bn bng cch phn cng mi nhn vin bn ph trch hn mkhu vc a l trong nhn vin lo liu vic cho bn ton b mt hng ca cng ty. T ch

bun bn nh vy c nhiu li th. N xc nh r rt phn vic ca nhn vin bn. Do ch c mt

nhn vin bn hng hot ng trong khu vc nn nhn vin bn hng s l ngi c h


2/15


15 4/1/2008 10:43 AM

trn li khen hay lnh mi phin trch i vi doanh s khu vc. Cui cng do mi nhn vi

bn i li trong mt khu vc a l nht nh, nn ph tn i li cng tng i khng cao.

2. Cu trc lc lng bn theo sn phm

Mt s t chc lc lng bn qua nhn vin bn chuyn trch vic cho bn ch m

phn trong dng hng ca cng ty. Qua lc lng bn s cho bn theo mt hng. Cu trc

theo sn phm c th dn n nhng kh khn nu nh khch hng ln li ang mua nhiu sphm khc nhau ca mt cng ty. iu c ngha nhn vin bn i li trng tuyn v cng ch

i c nhn vin thu mua ca cng khch hng tip kin. Nhng ph tn tha nh vy phi

c so snh vi cc li ch ca vic hiu bit sn phm rnh rt v ca vic quan tm nhiu h

n tng sn phm.

3. Cu trc lc lng bn theo khch hng

Mt s t chc lc lng bn qua nhn vin bn chuyn trch vic cho bn ch v

nhng khch hng hay ngnh cng nghip no . Vic t chc lc lng bn xoay quanh kh

hng c th gip cng ty trnn chuyn ch hn n vi khch hng v xy dng mi quan hgn gi hn vi nhng khch hng quan trng.

4. Cu trc lc lng bn kiu phc hp

Khi mt cng ty bn th loi hng ha cho nhiu khch hng trn mt a bn rng

cng ty thng kt hp nhiu kiu cu trc lc lng bn li vi nhau. Nhn vin bn c t

c chuyn mn ha theo khch hng v lnh th, theo sn phm v lnh th hay theo lnh th

sn phm v khch hng.

Chng c mt cu trc n thun no l tuyt i nht cho mi cng ty v mi tnh

hung. Mi cng ty cn chn la mt cu trc lc lng bn phc v tt nht nhu cu khch

hng ca mnh, v thch hp nht cho tng th chin lc tip th ca mnh.

5.2.2.2 Qui m lc lng bn

Mt khi cng ty c cu trc ca mnh, cng ty sn sng bc n vic cn nhc quy m

lc lng bn. Nhn vin bn hng lm thnh mt trong nhng ti sn sinh li nht v cng t

km nht ca cng ty. Do , vic tng s lng s lm tng doanh s ln mc tn km.

Nhiu doanh nghip p dng phng php khi lng cng vic xc lp qui m l

lng bn. Ni dung gm:- Nhm khch hng ca mnh li thnh nhng loi khc nhau theo quy m, hin trng

khch hng hay cc yu t no khc c lin quan n khi lng n lc cn thit duy tr h.

- Quyt nh v s lng nhn vin bn hng cn thit thc hin s ln cho mi c

thit i vi tng loi khch.

5.2.3. Qun tr lc lng bn

Bao gm cc cng vic: tuyn m v la chn, hun luyn v hng dn, kch thch v

nh gi.

5.2.3.1. Ththc tuyn dng

Nhng c im cbn ca nhn vin bn hng gii: phi l ngi trung thc, ng ti

cy, hiu bit nhiu v c thi n cn.


3/15


15 4/1/2008 10:43 AM

Sau khi quyt nh xong v nhng c im bn thn cn thit, ban qun tr phi tnh

n chuyn tuyn dng. Phng nhn s c th tm kim nhn vin bng nhiu cch khc nhau,

nh ngh nhng i din bn hng ca mnh gii thiu, s dng cc t chc gii thiu vic

lm, ng qung co, tip xc vi sinh vin i hc

thu ht nhiu ngi tham gia hng tham gia tuyn m, cn a ra mt mc lng k

im tha ng, nhng chi tng thu nhp.

5.2.3.2. Chn la nhn vin bn hng

Th thc chn nhn vin c th rt khc nhau t phng vn tng ngi mt n tr

nghim. Nhiu cng ty thc hin cc trc nhim nhm o lng nng khiu bn hng, c i

bn thn, cng nhng c trng khc.

5.2.3.3 Hun luyn nhn vinChng trnh hun luyn nhn vin c nhiu mc tiu. Nhn vin bn hng cn bit v

nhn din r v cng ty, nn hu ht cc chng trnh hun luyn u m t v qu trnh hot

ng cng nh mc ch ca cng ty, v ccu t chc, cu trc ti chnh v csvt cht, c

sn phm v th trng chnh. Nhn vin bn hng cng phi bit sn phm ca cng ty, nn nhn

vin bn hng mi sc hc v cch thc sn phm c lm ra v chng c cng nng ra

sao. H cng cn c bit vc im ca khch hng cng nh ca cc i th cnh tranh,

cng l v cc loi khch nh nhu cu, ng c mua hng v thi quen mua sm ca h. Cui

cng hc hc cch lm sao phn chia thi gian gia khch hin c v khch trong tng l

son tho bo co, v s dng truyn thng hiu qu.

5.2.3.4 Kch thch lc lng bn

thu ht nhn vin bn hng, cng ty phi c mt k hoch th lao tht hp dn. B

cnh nhn vin bn hng cn c khuyn khch c bit c th lm tt cng vic ca

mnh. Ban qun tr c th lm phn chn tinh thn v lm tng thnh tch ca nhn vin bn h

qua bu khng kh ca t chc, ch tiu bn hng v cc khch l tch cc.

- Bu khng kh t chc m t cm xc m nhn vin bn hng ang c v chi, gi trv phn thng ca mnh khi t thnh tch tt trong cng ty.

Vic ng x vi cp trn trung gian ca nhn vin bn hng c bit quan trng. Mt

qun tr vin bn hng gii thng xuyn lin lc vi lc lng bn hng ca mnh qua th t

in thoi, thm ving ti hin trng

- Ch tiu bn hng: nh mc n nh cho nhn vin bn hng, ni r s lng m h

phi bn c v doanh s dnh cho cc sn phm ca cng ty s l bao nhiu.

- Nhng khch l tch cc: cc cng ty c th dng n nhng khch l tch cc lm

tng n lc ca lc lng bn. Nhiu cng ty tng thng tin mt, hng ha, cc chuyn nghmt hay tng vt no khc cho nhn vin bn hng c thnh tch bn hng xut sc.

5.2.3.5.nh gi cc nhn vin bn hng


4/15


15 4/1/2008 10:43 AM

- Ngun thng tin: ban lnh o thu nhn thng tin v cc i din bn hng bng nhi

cch. Ngun quan trng nht l t nhng bo co bn hng. Thng tin b sung c th qua s quan

st trc tip, th t v n khiu ni ca khch hng, thm d d lun khch hng, v ni chuy

vi cc i din bn hng khc

- nh gi thnh tch chnh thc: ngoi bo co ca lc lng bn hng cng vi kt qu quan st

khc cung cp chnh thc t liu nh gi thnh vin ca lc lng bn hng, c th s dncc phng php nh gi khc na.

+ So snh cc nhn vin bn hng vi nhau. C mt kiu nh gi l so snh v xp h

thnh tch gia cc thnh vin bn hng. Tuy nhin vic so snh nh vy c th b hiu lm. Nhn

vin c th c thnh tch khc nhau do c nhng khc bit v tim nng ca a bn, khi l

cng vic, mc cnh tranh, n lc qung co ca cng ty v nhiu yu t khc

+ So snh doanh s hin ti vi doanh s trc . Mt kiu nh gia th hai l so

snh nng sut hin ti vi nng xut trc ca nhn vin bn hng. Mt s so sh nh vy

s trc tip ch r tin b ca ngi .+ nh gi cht lng ca nhn vin bn hng. Vic nh gi v cht lng thng i

hi phi nm c s hiu bit ca nhn vin bn hng v cng ty, sn phm, khch hng,

th cnh tranh, a bn v cng vic. C thnh gi h qua nhng c im bn thn nh t

cch, din mo, ni nng v tnh tnh.

5.3. Quy trnh bn hng

Hu ht cc chng trnh hun luyn u xem tin trnh bn bao gm nhiu bc m mt

nhn vin bn hng phi hiu r. Cc bc hng vo mc tiu l tm ra khch hng mi

ginh c st hng ca h. Tuy nhin, hu ht cc nhn vin bn hng u dnh thi gi v

vic gi vng khch hng hin c v xy dng mi quan h vi khch.

Nhn vin bn hng kiu gii quyt vn ph hp vi quan im trng tip th hn nhn

vin bn hng ch trng vic g bn. Nhng phm cht ca nhn vin bn hng c coi trn

nht l: trung thc, ng tin cy v dt khot.

Cc bc trong tin trnh bn hng l mt quy trnh bao gm:

1. Thm d, nh gi v thit lp mi quan h

2. To nim tin v tnh cm3. Trnh by cc c tnh v li ch ca sn phm

4. Pht hin cc nhu cu ca khch hng

5. Khc phc cc kin phn i

6. Kt thc mt cuc bn hng

7. Phc v khch hng

5.3.1. Thm d, nh gi v thit lp cc mi quan h

Bc th nht trong tin trnh bn hng l thm d tc nhn din ra nhng khch hng m

tng lai c iu kin. Nhn vin bn hng phi tip cn vi nhiu khch hng mua tng lmi thu c mt vi mi lm mua bn.

Vic thm d khch hng bao gm xc nh v nh gi cc khch hng. Nu bn hon tt


5/15


15 4/1/2008 10:43 AM

10% doanh s bn ca nm, bn cn phi t s ln thm d gp 10 ln s v trong mi l

ngun khch hng tim nng ca bn u phi t s.

5.3.1.1. Li ch ca vic thm d khch hng tm quan trng ca vic thm d khc

hng

Trong ngh bn hng, thm d khch hng bao gm vic xc nh v nh gi khch hng ca

bn hnh dung c h l ai v h c nhu cu hay mi quan tm ban u no i vi nhng gm bn c th cung ng hay khng. Nguyn tc vng y l: ng bpha thi gian vi nhng

ngi hon ton khng quan tm n sn phm ca bn.

Mt phn trong vic t chc v quy hoch tng th l m bo rng bn lun c mt ngu

khch hng n nh trong mi giai on trong tin trnh bn hng ca bn.

Trong thc t tm quan trng ca vic thm d khch hng bng in thoi to thm cc

c hi bn hng mi l mt iu khng th b xem nh. y l mt nhn t trong chu k bn

hng m tt c cc hot ng khc u ph thuc vo.

Nu khng c mt ngun cung ng u n cc khch hng tim nng thc s, v c snlc k th hon ton khng c c hi no bn th hin kin thc su rng v cc k nng b

hng ca bn, hay cc dch v v sn phm ca cng ty bn.

Thu ht khch hng qua in thoi l mt trong nhng phng php hiu qu nht thm d

khch hng. Nu ch c mt phng php nhn vin bn hng c th thc hin ngn hn vi

gia tng doanh s khch hng tim nng v iu c ngha l tng s cuc hn bn hng, th

iu ch c th l hy nhc in thoi ln

tng chnh y l s lng bn hng m bn c th to ra t l thun vi s lng cc

ln cho hng, trnh din hoc bo gi m bn thc hin, v ngoi ra cng t l thun vi s

cuc hn bn hng m bn thc hin c.

V vy cng c th kt lun rng s cuc gi in thoi m bn thc hin lin h trc tip

s cuc hn m bn c th to ra c.

Nu chng ta ch cn tng tng trong mt thong rng u ang c 10 khch hng

tim nng ang chchng ta gi n. Nhng bn khng bit h l ai, hay h thuc cng ty no

hay h thm ch hang u.

iu duy nht m bn c th c chnh l mt danh sch nh hay mt hp danh thip hoc mtcun s danh b c th cha n hng trm ci tn. n gin ch l tm ra h. H c th nm

trong 10 cuc gi u tin, mc d cc thng k khng m bo iu , nhng chng ta vn

hon ton c th xy ra. Hay chnh chng cng c th10 cuc gi cui cng.

Tuy nhin, nu bn khng thc hin cc cuc gi, bn s khng bao gibit c kt qu.

Ni cch khc, nu bn khng gi, bn s khng bao gi tm ra c h. Mt trong nhng

nguyn tc cbn nht y l bn phi thc hin s lng cuc gi.

5.3.1.2. Lm thno tng doanh sbn bng cch sdngin thoi

in thoi l cng c bn hng hiu lc ng th hai trong nghip v bn hng (ving thtrc tip lun l cng c hng u). Ngy nay cng niu cng ty v ang nhn ra sc mnh

tim nng ca vic s dng in thoi thit lp cc cuc hn.


6/15


15 4/1/2008 10:43 AM

Trong ngh bn hng, thi gian l vng bc, nhng im kinh doanh mi cng nh khch

hng mi khng d g tm n. Trn in thoi, tt c nhng g bn cn l dng ging ni v ngn

ng ca mnh to nn ng tng tt p u tin.

Thnh thc cc k nng thit lp c cc cuc hn qua in thoi, bn c thm bo rn

bn c th kim sot c kt qu bn hng ca mnh

1. Thm d qua in thoiKhi tin hnh thm d qua in thoi bn cn phi bn b, chuyn nghip v kin nhn. Ch

n gin thc hin mt s cuc gi trn csu n bn b, bt k trnh k nng hin ti ca

bn nh th no, bn cng s thnh cng trong thit lp mt s cuc hn.

Cc con s thng k va phc v bn li va chng li bn. Nu bn gi in thoi cho

ngi, c th bn ch gp c 50 ngi c nh ( tip in thoi), v trong s 50 ngi b

c th ni chuyn c vi 25 n 30 ngi, v trong s ch c 2 n 3 ngi ng vi cuc

hn. Hai n ba cuc hn c th nm trong 10 cuc gi u tin m cng c th l 10 cuc

cui cng m bn thc hin. Bn s khng bao gibit c nu bn thc hnh vi in thoi.2. Nhng im chnh trong vic s dng in thoi

- To cm tnh qua in thoi bng cch: to ra s ph hp vi tc v lng t m kh

hng ni. Nm bt cc t v cm t chnh m khch hng s dng.

- Ghi nhn hnh nh ca khch hng vo tm tr

- Phi sng sut khng suy nghc nhn mnh ln t

- C gi tnh cm tch cc v tt

- Phi nu r mc ch cuc gi ca bn

- Nu bn mun thc hin mt cuc i thoi, hy hi xem khch hng c thi gian tip

bn hay khng.

3. Tip th chuyn nghip qua in thoi

To mi cm tnh bng cch i thng vo vn . Nhng quy lut khi gii thiu qua in

thoi.

- Nu r tn bn v tn cng ty bn

- i nhanh vo vn

- trnh by mc ch ca mnh ngay sau li gii thiu n tng- ng cp n mt cuc hn

- ng bn hng qua in thoi

5.3.1.3.nh gi, thm tra cht lng khch hng

iu ny tc l, bit cch lm sao nhn din c nhng mi tt v loi tr nhng mi km.

C th thm tra xem khch hng tng lai c iu kin hay khng bng tm hiu kh nn

chnh, khi lng kinh doanh, nhu cu chuyn bit, a im v tim lc pht trin ca h.

- nh gi khch hng tim nng m bo rng h c nhu cu i vi sn phm ca bn

hay khng- C gng tm hiu trc nhiu thng tin v khch hng cng tt. Nu c th thc hin c

th hy c gng tm hiu thng tin v khch hng tng lai v nhng cu tr li cho nhng cu


7/15


15 4/1/2008 10:43 AM

hi nh:

Ti sao khch hng ny li cn n sn phm hay dch v ?

T ai v ti sao, nu ngi no c khch hng m mua tng nhng sn phm tng

trong qu kh.

Khch hng c thi hi mc h trno

Khch hng ny thc s c kh nng chi tr cho sn phm ny vi mc gi thch hp khng ?Vic tm hiu tt c nhng g m bn c th v khch hng mang li cho bn kin thc v s

t tin s dng phng cch hay nht.

5.3.2. Nhng k nng trnh by To lp nim tin v cm tnh

5.3.2.1. Tin tip cn

Trc khi cho mi mt khch tng lai, nhn vin bn hng nn bit cng nhiu cng tt

sn phm cng nh v t chc . Bc ny gi l tin tip cn. Nhn vin bn hng phi t

mc tiu cho mi, chng hn c th gip thm tra cht lng ca khch hng tng lai,

thu thp thng tin, hay bn c ngay. Cc vn di y c nu ra gip bn hiu rsn phm/dch v ca bn cng nh xc nh s ph hp vi nhu cu ca khch hng.

1. Lit k cc cu hi hc ba nht v sn phm m khch hng s hi v t tm nhng cu tr

li m bn cm thy hi lng.

2. Hy suy nghv sn phm/dch v v lit k ra cc c tnh v li th ca n.

3. Lp ra mt h skhch hng l tng

4. Son tho bn m t v sn phm ca bn dng cc t tng hnh, tng thanh v gi cm.

5. Lit k cc im tng ng gia sn phm ca bn vi cc sn phm khc trn th trn

Sau lit k nhng im khc bit ca sn phm ca bn v trnh by cho khch hng.

5.3.2.2. Tip cn

bc ny nhn vin bn hng phi bit cch gp g v cho hi khch mua, cng nh bi

cch to mi quan h t bc khi u tt. Bc ny bao gm chuyn b ngoi ca nhn vin

bn hng, cch mchuyn, v nhn xt khin ngi ta tip chuyn.

1.To cm tnh c nhn vi khch hng tim nng

Chng ta giao tip v to nh hng i vi ngi khc thng qua 3 knh giao tip chnh:

ngn ngiu b, m iu ca ging ni v ni dung ni. Chng ta c th xy dng v duy trmi quan h tt bng cch lm ch ba knh giao tip ny. Nhng n tng u tin c hn

thnh khng qu 10 giy.

- Vn u tin trong ngn ngiu b chnh l cch n mt v ngoi hnh

- Vn th hai to c cm tnh l t th v c ch phi ph hp

- Vn th ba l m bo ph hp vi tc v nhng g khch hng ni.

Lu : T ng chng ta dng km quan trng nht. Nghin cu cho thy ngi ta ch tp

trung ch 50% nhng g bn ni v ch nhc 10%

2. S hi hc bao gicng thnh cng Tm quan trng ca c khi hi- Nu ti c th lm cho khch hng tim nng ca ti ci ti c th khin anh ta/c ta mua

hng.


8/15


15 4/1/2008 10:43 AM

- c hi hc chnh l cng c giao tip quan trng v hiu lc nht

- Khng c g gy dng mi quan h tt hn s hi hc

- N gip nng qu trnh bn hng ln tm mc cao nht.

- Chng ta phi khin khch hng tim nng ca chng ta ci

5.3.3. Gii thiu v thuyt minh (cho hng)

bc gii thiu ca tin trnh bn, nhn vin bn hng, k cho ngi mua nghe cu chuynv sn phm, qua vic trnh by sn phm c lm nh th no hay tit kim c tin bc ra

sao. Nhn vin bn hng m t cc tnh nng ca sn phm, nhng ch trng vic trnh by li

ch ca pha khch hng.

5.3.3.1. Cc kha cnh to nn mt bui cho hng thnh cng

- Hon ton bn b

- m bo thng tho v khch hng tim nng

- Chun b k kng

- ng i tr- T ra chuyn nghip

- i thng vo vn tht nhanh, sau hi, lng nghe v tip tc hi.

- Chun b mt danh sch cc khch hng hi lng

- C sn mt cun s lu nhanh nhng li k tng khen ngi

1. K nng trnh by chuyn nghip

- Khch hng tim nng ca bn s mua thi v s chn thnh ca bn trc khi mua s

phm hay dch v

- Cc k thut v k nng bn hng phi c s dng phi hp

- Bn phi kim sot s trnh by ca bn

- Nghn bn hng nh mt tr chi v phi lun chin thng

- Trnh by vi c nhit huyt

- Lun tm kim mt n t hng

2. Trnh by phng thc t phng chm ca bn

Lun ngn gn v d hiu. Cng cao u im ca hng ha cng d tht bi trong bn

hng so vi nu mt t tnh nng. Cng cp n nhiu cng c nhiu cs tranh ci. Ch rtt ngi c th nhnhiu hn 5 im sau mt ln trnh by (cho hng)

Trc tin, phi quyt nh 5 im chnh yu no bn cn khch hng ghi nh. Ngi ta

thng d nh ti nhng g trnh by trong nhng pht u tin v nhng pht cui cng, vy

hy t cc im chnh ca bn vo thi im .

5.3.3.2. Kch thch mi gic quan ca khch hng

- Lng nghe, theo di, nghe ngng, cm nhn, g gm, trnh by, tr li, ci

- Hy k mt cu chuyn

- Trung by sn phm ra- cho khch hng snn v cm nhn

- Bin c im trthnh li im


9/15


15 4/1/2008 10:43 AM

- Th sn phm

- Gii thch nhng iu m khch hng va ni

- ng ni qu nhiu

- Nhn mnh v dch v hu mi

- Nhn mnh v mi quan h lu di

- Bn gip khch hng ch khng bn v hoa hng- Mi lin h quan trng nht trong quy trnh Hy t cu hi ng

- To cho mnh hon ton khc bit so vi i th cnh tranh hoc bt k ngi no khc

- Hon ton tin tng vo nhng iu bn ni v nhng iu bn lm

- ng e ngi khi s dng cc th thut bn hng

- Thc hin vi tt c sam m ca bn

5.3.4. Pht hin nhu cu ca khch hng

Cch duy nht xc nh nhu cu ca khch hng l t cu hi

V d:- ng ang tm kim ci g ?

- ng tm c g

- ng c xut th no khng

- ng c kinh nghim g

- ng s dng thnh cn nh th no ?

- ng quyt nh nh th no ?

- Ti sao l yu t quyt nh

- iu g khin ng chn

- ng thch viu g

- ng mun ci tin mt g ca

- ng mun thay i iu g v

- C yu t no khc na khng

- Cc i th cnh tranh ca ng lm g ?

- Cc khch hng ca ng phn nh nh th no ?

5.3.4.1. Nm mo sdng cu hi hiu qu1. S dng nhng cu hi m pht hin chnh xc khch hng cn g

2. t cu hi xc nh, dn dt khch hng n quyt nh mua hng

3. t cu hi m l bin php bn hng mm do v khi bn t cu hi, hy lng nghe cu

tr li. Khch hng ang ch cho bn thy cch thc hin thnh cng cuc bn hng.

4. Cu hi mtt lm l r nhng nhu cu v mong mun. Sau bn c thp ng c.

5. Hu ht cc khch hng u cn s gip khi quyt nh mua hay khng. t cu hi

lng nghe cu tr li l cch tt nht gip khch hng quyt nh.

5.3.4.2. Nm mo giao tip hu hiu

1. ng d di chp nhn iu g ngay. t cu hi mm bo hiu ht mi nhu cu ca

khch hng.


10/15


f 15 4/1/2008 10:43 AM

2. Ni ngi khc hiu c, ng dng nhiu thut ng qu, ch dng cc t d hiu

3. Theo di cc du hiu ngn ngiu b xc nh khch hng c hi lng vi nhng

ang xy ra hay khng

4. m bo hnh ng i i vi vic lm. Mi ngi u tin vo vic lm hn li ni

5. Sn sng p ng cc nhu cu v tm trng ca khch hng. Lm cho h thy th gin

thoi mi.5.3.4.3. Cc cu hi thm d

Trong bn hng, nhn vin bn hng ch c mt na li gii p thng tin v sn phm v

dch v ca bn, khch hng c na cn li cc nhu cu.

Cc cu hi thm d s gip pht hin v xc nh c cc nhu cu ca khch hng. Cc cu

hi thm d s:

- Khi mo dng thng tin giao tip

- To hng th giao tip- Khin khch hng tham gia v ch tm vo

V d: - ng b ang s dng sn phm hay dch v g ?

- ng b c gp vn kh khn g hin ti khng ?

- Cc c tnh ny c mang li li ch cho ng b ?

Cu hi m: l cu hi c t ra bt u mt ch v nhm khi gi cc tng v s

tho lun, v d: nh th no u khi no ci g ai v khng th tr li khng hc.

Cu hi ng thng c dng kim tra xem ngi nghe c hiu hay khng

V d: Theo nh ti hiu th anh cn hng phi c giao trc cui tun ny phi khng ?

Cu hi xc nhn hiu ri: ng bao gi cho rng bn bit c nhng g khch hng

mun. Rt nhiu nhn vin bn hng cho rng khch hng mun v thch nhng iu cng n

chnh bn thn h vy. Tt nht l hy gi thuyt ngc li.

5.3.5. Trnh by cc c im v li ch v khc phc cc kin phn i5.3.5.1. Nm cch bn cc li ch ca sn phm WIIIFM What is in it for me

1. Tp trung vo suy nghsn phm ny mang li cho ti nhng g v a ra nhng li ch ca

sn phm than mn iu .

2. Ghi nh rng, khch hng mun bit nhng g m sn phm hay dch v mang li, ch

khng phi chng l g, v vy hy bin khi nim sn phm thnh li ch m sn phm mang li

v bn s khin khch quyt ng mua hng.

3. Tm hiu s khc bit gia c im v li ch v tp trung vo li ch

4. trnh cm gic v gi c, tp trung v ch loi ca sn phm, gip cho khch hng nhthy ti sao sn phm c gi tr cao vi gi bn nh vy bng cch nhn mnh cc li ch. Sau

lit k ton b cc li ch.


11/15


f 15 4/1/2008 10:43 AM

5. Thng thng, khch hng khng bit c ton b cc li ch ca mt sn phm /dc

Chng ta cn phi trnh by cc li ch tht chuyn nghip. Bn cng lm r l do ti sao h n

mua, bn cng d chc chn s bn c mn hng .

5.3.5.2. Khc phc sphn i

1. Hoc l bn bn c hoc l khng

2. Bn c o to cn h th khng3. Lng nghe v tin tng vo s hiu bit

4. Lm cho n trthnh ci duy nht

5. Bin bch v gii quyt cu phn i

6. t mt cu hi kt

7. Xc nhn li cu tr li

v S phn i thc cht l g ?

Hu ht khch hng u khng mun nu r l do phn i thc s. Vn chng ta phi

pht hin u l l do phn i thc s. Sau y l nhng l do phn i thc:- Khng c tin

- C tin nhng khng mun tiu

- Khng th t mnh quyt nh

- Mun i d gi

- Khng thch hoc khng tin vo sn phm, cng ty hay bn

v X l phn i th no ?

- Lng nghe kin phn i v xc nh xem n c thc hay khng

- Chp nhn kin phn i

- t cu hi thm d cho n khi bn hiu ra

- nh gi l do phn i quyt nh bc kt thc bn hng

- Tr li cc kin phn i sao cho ton vn c gii quyt hon ton

- t cu hi kt v cho khch hng tim nng thy bn ang mun bn hng

- Xc nhn cu tr li v vic bn hng

5.3.5.3.nh gi phn i v khc phc sphn iu quan trng nhnhau

Hu ht cc nhn vin u khng th pht hin c l do phn i thc s v h thiu:- Kin thc v sn phm

- Kin thc v bn hng

- S t tin

- Khng chun b tt trc khi cho hng

- Thiu k nng trnh by

5.3.5.4. 7 bc sbkhc phc cc kin phn i

- Lng nghe cn thn s phn i- Gi bnh tnh

- ng ngt li


12/15


f 15 4/1/2008 10:43 AM

- Lp li cu phn i di dng cu hi

- S dng ngiu c tnh chu ng

- ng cm vi khch hng khi tr li

- Li ko khch hng ng vi kin ca bn

5.3.6. Kt thc mt cuc bn hng

5.3.6.1. Ti sao cc nhn vin bn hng khng kt thc cCc nguyn nhn khin nhn vin bn hng khng th kt thc c mt cuc bn hn

thng ri vo cc trng hp sau:

- H lo skhch hng s t chi

- H lo ngi khng lm xc phm khch hng

- H khng th nhn ra ng thi cn thit

- H khng bit lm th no kt thc

Trong sut cuc bn hng, phi lun lun thc c cc tn hiu t pha khch hng, xem

l mt dng cu hi hay mt sng . Nhn din v tn dng cc chi ngay khi n xuthin

5.3.6.2. Kt thc cuc bn hng

- Hai vn quan trng nht t cu hi v lng nghe

- t cu hi ng s khin khch hng tr li

- Kt hp vic t cu hi tt vi cc k nng lng nghe

- Tip theo hnh thnh mt cu phn hi kt thc v bn hng

- Phn tch cu hi ca bn mt cch thu o

- 25% hi/ni 75% lng nghe

5.3.6.3. Giy pht quytnh: kt thc bn hng

Trc khi quyt nh mua hng, khch hng cn phi c tha mn rng

- Bn l mt ngi chuyn nghip, bn i din cho mt t chc chuyn nghip v mi iu

m bn ni vi anh ta u l s tht.

- Sn phm m bn ang bn thnh cng mc k lc, rng sn phm ny s mang li

mi iu m bn ha hn

- Anh ta hiu r chnh xc nhng g anh ta sp nhn c v nhng g anh ta s khng nhc vi s tin b ra.

- Anh ta tin tng rng, trong trng hp c vn sau khi bn hng, bn v cng ty c

bn s tn trng ng hp ng.

- Tt c cc cu hi ca khch hng t ra u c tr li tha mn

5.3.6.4. nghkhch mua hng

Li l bn dng phi truyn t c rng bn rt chc chn xut ca bn rt thch h

cho khch hng, v quan trng hn, cc thng ip khng li ca bn ni ln iu . Nu bn c

v chn ch khi t cu hi chng ta tip tc nh. Bn s to cm gic nghi ng ni khchhng. trnh iu xy ra hy:

- Tuyt i lm r xut (bn hng) ca bn l hon ton thch hp vi khch hng


13/15


f 15 4/1/2008 10:43 AM

- Bit rng bn hng l mt hot ng cho i ch khng phi l hot ng ly vo

5.3.6.5. Nhng bc hu ch khi kt thc bn hng

1. Khuyn khch khch hng ra quyt nh mua hng bng cch t cu hi hoc xut c

la chn.

2. Ta ra cc thng tin khc gip khch hng ra quyt nh

3. Hon tt cuc bn hng4. Cm n khch hng

5.3.6.6.t cu hi kt thc bn hng nhthno ?

- ngh khch mua hng ngay sau khi bn nhn thy tn hiu mua hng u tin

- C gng loi tr kh nng b tr li khng i vi cu hi ca bn. Bn c th khng c

c cu tr li c nhng bn s nhn c mt cuc i thoi hoc nhng li phn i m

cui cng ri cng dn n cu ng vng.

5.3.7. Phc v khch hng

5.3.7.1. Nhng khch hng tng lai tt nht l khch hng hin ti ca bnHy xem xt 10 im thun li sau y:

- H bit bn

- H mn bn

- Bn to ra mi cm tnh

- S tin tng c xy dng

- Bn c mt qu trnh giao hng lm khch hng hi lng

- H tn trng bn

- H thch s dng dch v v sn phm ca bn

- H s hi m cuc in thoi ca bn

- H s nhanh chng tip thu li cho hng v qu tng bng sn phm ca bn hn.

- H mua chu v chi tr cho bn trong qu kh.

Bt k bn c bn c hay khng, vic tip tc gp g, tip xc vi khch hng xy dng

mt mi quan h v s thin ch.

5.3.7.2. B quyt v sphc v khch hng

- Vic phc v khch hng hi lng thi th khng cn c th chp nhn c na- Tht kinh ngc cng ty t c vic bn hng, c c khch hng v sau kh qun i.

- S l mng, th, l l, phc v km cht lng v chm tr tr li lm mt i khch

hng m ho phi chin u vt v mi c c.

- Nhng bn thng k cho thy khch hng khng hi lng than phin vi ngi khc nhi

hn 20 mt ngi khch c hi lng.

Mt khi bn thc hin c vic bn hng, bn c tch cc gi khch hng hay kh

Phc v khch hng bao gm:

- Phc v khch hng ho lng thi th khng th chp nhn c- Phc v khch hng khi u 100%

- Nhn thc ca khch hng l thc t


14/15


f 15 4/1/2008 10:43 AM

- Mt sai lm l mt chi ci tin cng ty

- Nhng vn rc ri c th to ra nhng s ti sp xp c li

- Lm cho khch hng cm thy mnh quan trng

- Ngh thut quan trng nht l ngh thut lng nghe.

Phc v khch hng l mt cng c bn hng mnh m. Chng ta phi c kh nng tr li

vng cho tt c:- Tt c cc nhn vin phi cng hin cho vic lm hi lng khch hng

- Phi tr li ngay cho khch hng

- Mi c nhn u lnh trch nhim

- Thc hin nhng iu bn ni v theo di ngay

- C s uyn chuyn phc v cho nhng nhu cu c bit ca nhng khch hng c bit

5.3.7.3. Nhn vin bn hng nn i xvi khch hng thno ?

Nhng nhn vin bn hng v phc v khch hng phi c trch nhim c x vi khch hng

- Bng s nht qun v cng bng trong vic lm n ca chng ta vi tt c khch hng vng nghip

- Bng s hng dn, dng v d, v thc hin cng vic giao ph mt cch hiu qu

- Bng cch hi p nhng thc mc v yu cu ca khch hng ngay tc thi

- Bng cch ch trng n chi tit ca mi trng lm vic hng ngy v nhng cng vic

giy tkhc

- Bng cch n lc lm nhiu hn iu m cp trn, khch hng v ng nghip ca bn y

cu.

- Bng cch p tr nhng thch mt cch tch cc v coi nhng thch nh l chi

- Lin tc xem xt li nhng nhu cu ca khch hng v lp k hoch p ng nhng nh

cu cho ph hp vi tim nng v mc tiu ca cng ty.

- Chia s s hiu bit ca bn vi cc ng nghip

- Lin tc dng nhng h thng bn hng lm ngun ti liu v cung ng s hiu bit

c ci tin v th trng v khch hng.

5.3.7.4. Nm mnh lito nhiu chi nht

1. Cch thc chng ta giao dch vi khch hng nh th no s quyt nh liu chng ta sthnh cng hay tht bi. Phi lun lun tm ra chi thng h.

2. Cho n khch hng ngay. S dng nh mt trong giao tip. Tp trung mi s ch c

bn vo khch hng

3. Hnh ng v li ch ca h. em li cho h nhiu hn nhng g h mong i

4. To mi quan h vi khch hng. C x vi h nh mt khch hng n mua mt mn

hng no .

5. Hy t ra l mt con ngi c bit. Bn l ngi c o nht v khch hng cng vy. V

hy i x vi h theo cch c o nht.5.4. Ci g khch hng mun trong bn hng

- Ch cung cp cho ti s tht


15/15


- Ni tht cho ti v ng bao gidng cu thnh tht m ni

- Hy ni cho ti l do chnh ng v sao dch v/sn phm ny tt nht

- Hy nu ra bng chng

- Hy cho ti xem bt tch ca mt ngi khch c tha mn tt nht

- Hy lm ti thy mnh quan trng

- Hy lng nghe khi ti ni

Documents

Quan Tri Luc Luong Ban Hang_2