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A Buyer Tells You How To Sell To Him

上一篇 / 下一篇 2007-05-26 16:38:29 / 个人分类：我的译文

This Week's Tip:
A Buyer Tells You How To Sell To Him
一个买家告诉你如何做销售
Greetings!
大家好
I have no business being on a ladder.
我不该爬梯子
First, I don't care for heights. When I'm
in a plane, or a tall office building, fine.
But when there's the slightest chance of
falling out of, or over something, uh-uh.
首先，我有点恐高。坐飞机或者在高的办公大楼都还好，但是如果有一点要摔下来的感觉，那就啊哈……
Also, there's no REASON for me to be on
a ladder. As my friends say, my best tool
is the telephone--but they're not referring
to me selling. It's me phoning someone to
fix or do something.
当然，我去爬梯子并没什么理由。就像我朋友说的，我最棒的工具是电话――不是指我销售电话，我打电话叫他们过来修理东西或者干其他什么事。
So what did I find myself doing Monday night?
那么我在上周一晚上到底在做什么？
I'm up on a ladder.
我在爬梯子。
On a roof, taking a thingamaplastic knobbie
off a satellite dish. Why? I cancelled service
at a house I'm selling and they told me--two
weeks ago-they're sending UPS out to pick up the control boxes and piece from the dish.
So after UPS showed up once, I figured I'd
better get the stuff.
到了屋顶，我正把一个圆盘式卫星电视天线取下来。为什么？我取消了正打算卖的一套房子的卫星电视服务。两周前，有关人员告诉我，他们要派UPS来偷这个控制箱和这个卫星接收盘的碎片。所以在UPS来之前，我先搞定它。
I do have a great ladder though: The Little
Giant, which I bought off an infomercial.
(For indoor, changing-lightbulb use, of
course) Among other cool things, the ad
showed how it was so strong, you could
get six people on the thing.
尽管我的确有个很好的梯子，小巨人牌梯子，我看了电视直销广告买的（当然用于室内，换换灯泡之类的），广告还展示了其他很酷的优点，比如它很牢固，6个人站在上面都没什么问题。
I wish I had just one of them there on the
roof instead of me.
我真希望现在站在屋顶的是他们其中的一个而不是我。
And good thing no one saw me--I looked like a
caterpillar as I slid myself up and then down
the slope of the roof.
不过现在没人看见我，这是件好事。我看起来像只毛毛虫，沿着屋顶的斜坡滑上滑下的。
It struck me as I was sitting up there, mustering
the courage to come down, that I was all alone
at this lake area, 20 miles from my main residence.
I realized that my splattered body could set for
hours before the search party came.
当我鼓起勇气准备下来的时候，令我震惊的是我自己一直端坐在那，孤零零地呆在这片离我主住宅20英里远的湖域。我意识到在搜索救援队来之前我颤抖的身体还要等好几个小时。
I visualized the headlines: "Telesales guru identified
only by dental records in bizarre rooftop accident.
我想象着明天各大报纸的大字标题《通过牙齿鉴定，离奇屋顶事故遇害人为电话销售一代宗师》。
Too-long story made short: I made it down fine,
no incident. Later that night, though, when I
read the evening paper, I saw a small ad in the
sports section with this headline:
长话短说，我平安无事地下来了。尽管那晚深夜，我在晚报的体育栏读到一则小广告，标题是：
"Don't Die Cleaning Your Gutters!" It showed a
cartoon of a guy hanging off his gutters with his
ladder falling down.
《不要在清洗你的排水管道时枉死》广告还配了幅漫画，一个人在打扫他的排水管道时，和他的梯子一起摔下来。
Wow! Did that ever hit home!
噢，刚好说到我的痛处！
Why? For two reasons:
为什么？有两个原因：
1. The headline was a great value/fear of
loss statement.
1、标题刚好说明大家对损失的重视或者恐惧。
2. It was relevant for me at that VERY moment.
2、跟我有关的而且又是特殊时候。
So how can you use this in your own calling,
prospecting, and sales?
那你又能如何把这个用于你的电话销售中，开发客户和销售呢？
Actually, it should be something you strive
to do on EVERY call. Let's look at both.
事实上，你应该把它用于你每个销售电话中，让我们看看以下两个方面。
1. YOUR VALUE STATEMENT
1、你的价值陈述。
For years I have preached, cajoled, lectured,
begged, implored, and demanded that reps have
a value statement at the beginning of calls,
and in voice mails.
多年来，我一直不断地鼓吹、哄骗、说教、祈求、恳求和要求我们的销售人员在电话和语音邮件的开头要做一个价值陈述。
Why in the world would someone want to speak
with you otherwise?
否则为什么在这个世界上有人想跟你说话。
Call it a value statement, benefit statement,
elevator speech, value proposition...whatever,
you must have it in order to minimize resistance
and maximize your chances for success.
不管我们称之为价值陈述，利益陈述，快速的开场白，价值推销或其他什么，总之，你必须用它降低拒绝率，扩大你成功推销的机会。
Simplified, it answers the question, "Here's
what's in it for you."
简而言之，它回答了这个问题：“我要给你什么？”
Ask anyone who has been through my seminars,
or had their opening reviewed after listening
to my Opening Statement Teleseminar on CD,
and they'll tell you that I am quite adamant
about having this in your opening.
问任何一个参加了我的讲座或者听了我的电话讲座光盘上的开场白之后做的评论，他们会告诉你我是多么坚决主张在开场白做价值陈述。
These are NOT value statements:
以下这些都不叫价值陈述：
"We are the biggest in the business."
我们是生意做的最大的。
"I just want to update my records here."
我只是想更新下我的记录。
"We have been in business 95 years."
我们已经做了95年的生意。
Who cares? How can you help me, now?
谁会关心？现在你怎么帮我？
Your value statement is the RESULT of using
and/or owning your product service, not the
product/service itself.
你的价值陈述是使用且/或拥有你的产品服务的结果，而不是产品/服务本身。
What value are YOU communicating to prospects
and customers at the beginnings of calls?
你给你的潜在客户和购买客户在销售电话的开始都沟通些什么价值？
Keep in mind, it's not what you do or want,
it's what THEY get, or at least perceive
that they get, or potentially avoid.
记住，它不是你想要的或者你是什么，而是他们得到什么，或者至少是他们期望得到什么或者避免什么。
2. TIME RELEVANCY
2、时间相关性
Of course, not dying while on a ladder
couldn't have been more time-relevant when
I saw that ad. And I was thinking just
the day before that I needed my office
gutters cleaned.
当然，当我看到那则“不要枉死在梯子上”的广告时，跟时间再相关不过了。在我想要清理办公室排水管道前一天我正在想这个问题。
Copywriter and marketing superstar Dan
Kennedy said this at a seminar I attended
last year:
在我去年参加的一个研讨会上，广告策划人和市场行销高手Dan Kennedy说过：
"In copywriting, and sales, you want to enter
the conversation the prospect is having with
himself in his own mind."
在广告策划和销售当中，你肯定想把话说到潜在客户心里去。
Perfect.
太完美了！
How can your calls do the same thing?
那么你的销售电话怎么做到这样呢？
By crafting a value statement that very
specifically addresses an issue that is
important in your prospects'/customers'
lives. You should know what needs your
products/services fill, what problems
they solve, and what pains they ease.
If you are calling a targeted prospect
or customer, you should have a good
chance of being relevant.
办法就是把你的价值陈述做成刚好明确描述了你的潜在客户/购买客户生活中重要话题。你应该知道你的产品/服务要填补的需求，要解决的问题，要缓解的痛苦。如果你打电话给你的目标潜在客户或购买客户，你应该有个很好的相关机会。
Granted, sometimes these issues may not
always be at the forefront of concerns
for prospects/customers, but they will
be better than if you had given them no
thought at all, which is what lots of
reps do when they call for the sake
of activity, hoping they hit a target.
当然，有时这些主题可能不会一直都是你潜在客户/购买客户关心的重点，但是你提下总比一点都不提好。这些都是很多销售人员为了提起客户的兴趣或者盼望能够碰到个目标客户而做的。
To REALLY help ensure that your value
statement truly is relevant, get information
from people other than the decision maker.
Use every call as an opportunity to collect
info.
要真的确保你的价值陈述是相关的，从决策者以外的人那里获取信息，把每通电话都当作是收集信息的一次机会。
For example, "Chris, I want to be sure I'm
totally prepared when I speak with Jo, I hope
you can help. Tell me, as it relates to______,
please describe how..."
比如：“Chris,我想确认下我是不是完全准备好跟Jo通话，我希望你能帮我下。告诉我，关于……，请描述下怎么……”
"What initiatives is she working on right now
as it relates to...?"
关于……她现在第一步要做什么？
"What are the priorities of the department
right now as they relate to...?"
关于……现在这个部门要优先做的是？
See how you could use THAT information to make
your calls more relevant, and to enter the
conversation they might be having in their own
mind?"
看你怎么利用那个信息使你的电话更切题和更容易与他们产生共鸣。
Use these ideas and your messages will
generate more interest, which makes the
remainder of your call easier, and gets you
more success.
利用这些些意见和你自己已有的知识会产生更多的兴趣，让你打剩余的电话更轻松，给你更多成功。
_______________________________________________

QUOTE OF THE WEEK 本周引言
"If you always ski the easy run, you never learn. You must
fall down to learn."
Bobby Valentine, baseball manager
“如果你总是在平地上滑雪，你永远不会滑。滑雪是从跌倒中学会的。”
——棒球经纪人波比•华伦泰
Go and have your best week ever!
去争取你最棒的一周！
Art

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