Do You Make Any Of the Same Mistakes

THIS WEEK'S TIP:

本周话题19楼空间dF}KM"Lf+e-Y
Do You Make Any Of the Same Mistakes

你会犯同样的错误吗？19楼空间^}Z-fF
As This Caller?
*~1g`'v#a"v0}0像下面这个电话销售人员一样？
&]yU*f0g{jT6V&M0Greetings!19楼空间qq1A0bb ]A/{q4[
大家好！
y'xRQ9d g/iy0Each month in the Telephone Prospecting and Selling Report19楼空间5`4th)k/K5i5tL
newsletter, my regular Call Clinic column focuses on a
+Qv:L+E(CeR0call I have received, or a situation submitted by a reader.
5KGTO$T)VDk0在时事通讯每个月的电话销售开发潜在客户和如何销售的报告，我固定的电话咨询栏目都会集中将一个我接到的电话或者读者提供的一个情节。19楼空间yxL(E
K;y
In the January issue we looked at a call I received that highlights19楼空间LYl@-M2oi
a few major mistakes some sales reps make by phone.
X'w3o w rwI0在一月份那期，我们可以看到是讲我接到的一个电话，这次通话包含了几个销售人员打电话时经常犯的错误。
,utgG?(q k
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Ow0Rep: "Hello, I'm ___ with Computer Consultants. I'm19楼空间;\w,C+K&g
calling because of the letter I had sent you."19楼空间q.V"i2a:L&D
销售人员：“您好，我是计算机顾问某某某。我打电话给您是因为我寄了封信给您。”19楼空间/t,I4mP I7L
"Ok."19楼空间'nMrr1u#a'@jk
“好的。”19楼空间K| V9F.k%O.l
Rep: "Well, what did you think of it?"
8rhsrU$E+e;z0y0销售人员：“那么，你对这封信有什么看法？”19楼空间Wcu[$G
"I don't know what letter you're talking about."
9J@U.y0u!Ga'EJ0x7q0“我不知道你指的是哪封信？”
Nj/OXM"aB+o0Rep: "It was a six-page letter on internet security."
G l7EH%}N'O[P3x0销售人员：“是一封关于网络安全的6页长的信。”19楼空间'A'o%~X~(n?,B
"I didn't request it, right?"19楼空间dT7u!Nv
“我并没有要求你寄，是吗？”19楼空间 xAh}
a;A
Rep: "Uh, no."19楼空间]1Y TQ5Vy
B
销售人员：“嗯，是的。”19楼空间6N%Du:f'B
"Lots of stuff arrives here every day. If it's not
N7yJJ+b#N1D*t0from someone I know, or if I didn't request it,
5U&~wfE v0it usually goes in the can."
YcA(n n5L
W0“我每天会收到很多资料。如果不是我认识的人寄的，或者不是我要求寄的，我一般都扔倒垃圾乡里的。”19楼空间A&b,w[*W2_
Rep: "Oh. Uh, let me resend it then."
+~,G!q%X)`0销售人员：“噢，这样啊，那我重新寄一封给您。”
3v&Yf%uWiA0"No."
(ZR(EM D,g(z0“不用了。”
GRSYAW7@0Rep: (Silence.) "Well, why?"
L]@+[zh~0销售人员：（沉默了一会儿）“噢，那为什么？”
"PDw3U9uTsdh8j:s0"Because you haven't given me any reason to spend19楼空间`/M)sX)?
any time listening to you, or reading a letter."19楼空间:KK:hk8k0P
“因为你并没有给我任何理由去花时间听你讲或者去读这么一封信啊。”19楼空间)E(MGZ"qD
Rep: "You should read it because we're the best
#]~ |p9m"E\*~/o m0at what we do."19楼空间 [q\;ZTKd
销售人员：“你应该去读读，因为在这一行我们是做得最好的。”
"w8E0S)z\ D0(Trying to hold back laughter, even looking around19楼空间*?@ hn$p `g X
to be sure I'm not on Candid Camera.) "Look,
*{(oD#}g0you've given me no reason to speak with you.
P,X2x*waI3iN0I'm not interested."19楼空间5v;Y$v1qxb]-qD
（想控制自己不要笑，甚至我还四周看了下我有没有在用摄像头。）“你看，你还是没有给我理由要跟你讲话，我不感兴趣。”19楼空间NH.O Dg ^)|5e
Rep: (sarcastically, and noticeably annoyed)
*[YK@A-\0"Well, I don't imagine you've heard of AT&T,19楼空间/b2vHYhHH1~S6k
Sony, Xerox, and General Foods."19楼空间!k1X6n0{?6z&x0V.N
销售人员：（可笑地，很明显有点惹恼了）“那好，我想你肯定听过美国电话电报公司、索尼、施乐复印机、通用食品。”
/k}9|7GFy j0"Uh huh."
kQi_-YV7r8N0b0“哦，啊哈。”19楼空间)vn o*w
|P#UnM:M/M f
Rep: "Those are just a few of the companies19楼空间&Fc.K"{ z
we work with. We're the best."
&O)|9N0k
_%jz0销售人员：“这只是部分我们合作的公司。我们公司是最好的。”19楼空间-qb G*]-M
"I've spent a couple of minutes on the phone19楼空间1z]+K\!x3@pQ7N*P
with you, and all I know is that you say
%Ml2ooW{`;n~0you've worked with big companies, which as19楼空间D8es+ifd6B
a small business doesn't impress me, and that you
!D
C&@ _5xs]Rr9f0send out unsolicited letters, and you're
,Tgp\/Ov9t%?j8NP0becoming irritated with me, even though I
UO_7p0x,z7e!AM dPL0have no idea what you do and how it would19楼空间 [{z8\jHc
have ANY affect on ME."19楼空间b`I!l:C
“我已经花几分钟时间在电话上跟你沟通乐，但我所知道的就是你来自一个大公司，这一点并不打动我，还有你发出并没有被恳求的信。虽然我不知道你是做什么和对我有什么影响，但是我已经生气了。”19楼空间A
g&p4nI8G.^'L5H
Rep: (exasperated) "We analyze companies'19楼空间QF |:y}7@6^ q+W
internet security, and exposure to risk,
Z$@x,s]Bt!y0and provide comprehensive suggestions and19楼空间a"G1E B.S
rZ1mt
solutions to ensure they minimize or
~]L"P7S/G5w0eliminate any potential downtime due to
B.r-U4U5UW3ll3B+l0breaches resulting in internal computer
w |$}(JC}0and network failures."19楼空间{S"l{/vm E
销售人员：（激怒了）“我们分析企业的网络安全，揭示风险，并为确保减少和消除他们因网络故障和计算机内部问题可能引起的计算机故障提供合理的建议和解决方案。”
T8yQG6J n0"Sorry, not interested."19楼空间:v5[{_;y0G+Ff6HSE
“抱歉，不感兴趣。”
a,}9mE:?c9]?0ANALYSIS

分析
ho,db6J0This is a good example of what happens19楼空间3n
m9`"ms#[ KC af
when you stick a techie on the phone19楼空间d'eY$Xdj8X|oH
without adequate sales training. I hate
'iM
e4n#p/p0to stereotype here, but, when you take19楼空间xtlu,l#h5AB&u
someone who has an intimate knowledge
W7X"D;}L BI0of their product, and is passionate about
e&ub-]6V&L0it (which is great, by the way) without
7W {]1@*oje0training they are not able to understand19楼空间[*@7VxZVL9N5D
that everyone doesn't have the same19楼空间Y2RWvA2w T*{
knowledge or feelings they do. And that
hs q/|Sv0is frustrating for them.19楼空间2K3\W
K%_M,t\
Z
这是一个很好的例子（当你缺乏适当的销售培训，在电话上一直粘着高级技术人员不放。）我讨厌一成不变，但是，当你让某人非常熟悉自己产品，并且非常热爱自己产品（顺便说下，这是很了不起的），却没有训练让他知道并不是每个人都知道和喜欢这个产品的。那这样的话，他们就会很有挫败感。
.x7u-LV:DL$l0The fact is, if the guy would have used19楼空间gHX*YcA
those very last few statements he made
*g8q9W r-Wl [.X3{3ul[0to me as an opening, then bridged into
&o#d!|3k1m!C0questions, I would have listened to him.19楼空间6H'v&H2o@*k1}6sb[:j E
事实上，如果这家伙用简短的陈述作为开场白，然后再问我问题，那么我会仔细听他讲的。
SKXS2O@0For example,
r"i6u#RX}'muS0例如：
`(D$AC;Pr!}0"Art, I'm ____ with Computer Consultants.
4y7P:C/TQ"]{0We analyze companies' internet security
z2aM@.Q4}0and exposure to risk, and provide19楼空间K!CRV
Yzg
comprehensive suggestions and solutions
"O$Hj,`$@@0to ensure they minimize or eliminate any19楼空间J+l9YVb0k,euf
potential costly downtime due to internal19楼空间K%[%l5s!rw3b}
computer and network failures. I'd simply19楼空间}]9`e/e"XG1rB
like to ask a few questions to determine
2A+kdf o9])]0if we have a basis for a more in-depth
$]t[\-jm9W^$m0conversation."19楼空间|+Xn7UsI)Udl8tBr
“您好！Art,我是计算机顾问某某某。我们分析企业的网络安全，揭示风险，并为确保减少和消除他们因网络故障和计算机内部问题可能引起的计算机故障提供合理的建议和解决方案。我想简单问您几个问题，看我们是否需要进一步深谈。”19楼空间8A+z`$u){HE
I would have listened to that.19楼空间~0vq7j1~1J
qB
我会愿意听的。
A$qW"B2s N0Let's look at his errors.
7~`CK+z#q2W)Y H0让我看下他犯的错误。
'A?/O0O.w/tWY5W0LACK OF INFORMATION

缺乏信息19楼空间
xJ4qc@3hG,V,@
There's no excuse for someone selling19楼空间9p,N'l#Jh2u O`Z A
that level of sophisticated consulting
%| l9UDq R0service to not get information about19楼空间R*e#~Q;T m8JF?M:|;bP%^
the prospect before speaking with him.19楼空间0ueo(_d^
作为一个高水准的顾问在跟你的潜在客户沟通之前没有取得关于他的信息是没有任何理由的。19楼空间_)c9l2V
o!zkIXg
He could have asked someone here about19楼空间"gck)RjqV
our business, computer network, and19楼空间7\:~2`J(R~7a+gI5w
internet security measures before taking19楼空间0[F]-X/\ f2q1Q
any action. This would have allowed him19楼空间 `l9JiL:c
to plan a more customized, on-target
,Qr#livK0approach ... one that would have been19楼空间u9{"APL;T-]cO
PY
interesting.
~0D)h7G`
bK~*Y0你的潜在客户在采取任何行动前可能会问你些问题，他们的行业，计算机网络以及网络安全措施。这样会似的他做计划更加用户化，更贴近目标……有人可能就会感兴趣了。
3fU
h+u^ v!I0RELYING ON THE MAIL

依赖邮件
,\;NUS8q$L0Are some salespeople naive, delusional,19楼空间x}U8oJ-b#YfU
N
or just plain stupid when they think they19楼空间2W? i;W^1H6B J b
can mail their sales message, and assume19楼空间"_ r5|/G I
the paper will travel further than the
!c'qx+e@*B0waste receptacle? And if the written19楼空间]$iK-Pg
word could do an adequate job of selling
$`,vq
u ~S0more than a tiny percent of its recipients,
[:D;y7P"A z G&T^0why would you be needed, anyway?
Vk P&Jp1LE0是不是有些销售人员还天真、愚昧地幻想着发发销售邮件，并且确保这些邮件不会被丢到垃圾箱就可以了呢？如果这些书面的语句真的起作用，能把产品销售给一小部分收件人的话，那还需要你们干什么？
)_$YIH.d,oV,W0We've had plenty of articles here over
BP$b
X!MMhf0the years about how to use the mail in
$hIU6j-e9yP;wd0pre-approach strategies to take the chill19楼空间.Pgnpz9va)N
Q^
off a cold call, but none rely on the19楼空间2^(IO8HuR.j
letter to do all of the selling, while19楼空间 XQ7I;IYT0HQ6i
assuming the target will eagerly read
P0rKH+~(zd`0it with interest.19楼空间c V1nN,gi'ft
这么多年下来，我们积累了大量关于如何用邮件在打陌生电话前做做铺垫的文章，并没有讲仅靠这份邮件，其他什么都不做，就等着客户迫不及待地读它而做成销售的。
~mXNH7|k0This led to the call starting off horribly.
-{:[6f"nv"[r'GUE$\w0这导致接到这样的电话开始会吓一跳。19楼空间X.D]Whu2_:d
He was already in a hole within the first
T[%t
t IK H010 seconds. And I suspect it was not the
fs9o_ka,A'Qd'\0first time.

他在开始10秒钟已经陷入绝境了，而且我怀疑这不是他的第一次了。
HatvWr!g:Tu^[ P0Tough to make a career out of that.19楼空间:EDs'Ci)@+KW8A
Z9h
坚持，谋求发迹。（这个不晓得怎么翻译）19楼空间S RR1N7\.t7|Q
"WE'RE THE BEST"

我们是最好的。
V,T5m9\]
t0Question for you: How do you react when a
&W(P/?"MU%y;C g0person--whom you already are suspect of
q$FHX?&l0or dislike takes an egotistical,19楼空间hG {G~3E
unsubstantiated claim?19楼空间N9RKhe&d
给你的问题：如果一个你怀疑或者不喜欢的人很自以为是地给自己打包票，你会有什么反应？
Y3s1q,hB0p s0You view it through the filters of your
C;uB+TWp%v0emotional prejudices and biases and doubt19楼空间]!}\xdP;x`
it, resent it, and maybe even challenge it.19楼空间3n6G2A D7`y
你会片面的带有偏见性地去看待它，怀疑它，拒绝它，甚至挑衅。19楼空间y1R/lV!RvZ
It further validates your negative feelings.
-Gg6K0jF&?5U Iv7gZF0I had already characterized this guy as a19楼空间ym3^y"` s)u_
goof (and as likely material for this19楼空间m!c9x-sB/P E
column). He didn't let me down with his
%Nu6PCx ~0"We're the best" claim as a reason why I
d%k:jlN5r0should listen to him.
w^-GTU0|3t*O:y0进一步肯定你对它的不认同。我已经把这家伙当作傻瓜（可能作为这个栏目的材料）。他的企图作为我应该听他的理由的“我们是最好的”声明并没有让我改变看法。19楼空间Y8P^#@?*x\
He had not given me any indication19楼空间"q[,ad9Qw4N
whatsoever about what his company did,19楼空间b.B%~f%L
let alone how he could help me. That is
a6q+z\*E$^"x6C&MJ;k0all listeners care about.
,b0s#NDTv0他并没有提供任何他公司是做什么的提示，而仅仅是告诉我他怎么能帮我。那是所有听众都关心的。
#^!qs5o'm0And it reminded me of other similar phrases19楼空间
`4b4P[8K$f,I]K'e
that reps should avoid without having proper
vT0mjK&Z v.S0substantiation, such as,19楼空间km#?6M u8?!ss&x
这提醒了我其他类似语句销售人员应该避免没有用实例说明的，比如，19楼空间?JTp#n^\
"We're the biggest,"19楼空间 `Ph(Gl6sr
“我们是最大的，”
'S'`Z+mn:JN8L1b0"We're the leading ...",
OCs(ZA9p0“我们在……领先，”
3s2X[ `.Ox6Q0and one of my favorites,19楼空间9i9X@ZkZw(Hf
我最喜欢的一个，19楼空间H7p{,y*jl"~iL,Q
"We're the most respected ..."19楼空间!{_6h[t J6n8Ch
“我们是……最有声望的”19楼空间!E"l.U$U
R:b"qw
If you want to use the mail to warm up
'j&J3ay6n2DO0your calls, fine. But don't rely on it
({h$|$n{!U+oT0to do the selling for you.
vdk T3\N1Qu`a0如果你只想给你的电话热热身而发邮件，这样很好，但是不要依靠它为你做销售。19楼空间E}:}h BJ`4I(y
Go have your best week ever!
L\4o(Nz[ ~0Art19楼空间0Mfk(T Y.H?8HF0W
去赢取你最美好的一周！
wn yV+^z$\0QUOTE OF THE WEEK

本周引言
7bo,Sl!o([vZ0"If I have learned anything, it would simply be
m[X#zs(cTI0don't sit there and go to seed. You have to keep19楼空间:`hE*_:cu
reaching for the brightest star in the sky."19楼空间i+~B `[;g!P]7s
Dolly Parton

“如果我学到了什么，那就是不要一直坐着，要去播种。你应该努力去摘取天空中最亮的一颗星星。”

―――多莉-帕顿