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Résumé de l'article : Découvrez Brian Tracy, une autorité sur les sujets du succès personnel et professionnel. Ce texte, Be Prepared to Ask, fait partie d'une série d'articles en anglais sur les thème l'anglais des affaires et la gestion. La lecture de brefs articles touchant au monde des affaires est une excellente façon d'améliorer votre vocabulaire anglais. |
If you make a perfect presentation, one that clearly explains the benefits and resolves all the doubts that a qualified prospect might have, the sale will often close all by itself, like a ripe apple dropping out of a tree into your hand. You will conclude your presentation, check to be sure that the prospect has fully understood the benefits and value to him of the offer and the prospect will say something like, "It sounds good to me, how do I get it? Will you take a check?" When you are dealing with a prospect who knows exactly what he wants and you structure your presentation so that you demonstrate to him that your product fills his needs perfectly, he can make a buying decision and invite you to wrap up the sale. But this kind of result in selling is similar to a miracle: it's not that miracles don't happen, it's just that you can't depend on them. You must go into every sales situation prepared for the likelihood that your prospect will have questions unanswered, concerns unresolved and objections to be overcome. Simultaneously, you must know a variety of ways to ask for the order at different points in the sales process, and you must be capable of recognizing which closing technique is most appropriate at any given time. Like a master craftsman, you need a variety of tools with which to do excellent work. The best salespeople are invariably those who are the most skilled in the fine points of bringing the sales conversation to a positive conclusion. Your first job in the sales conversation, and throughout all of your interactions with the customer, is to build and maintain a relationship. It is to come across in a friendly way, to be warm, supportive, knowledgeable and completely focused on helping the customer to solve a problem or achieve a goal with your product or service. Because of the importance of trust in modern selling, you are never pushy, obnoxious or overly aggressive. You never to or say anything that can be construed as manipulative. You never attempt to influence your prospect to act contrary to his best interests. Your job is to thoroughly understand his situation and to give good recommendations that enable him to make the right buying decision. Now, here are two things that you can do immediately to put these ideas into action. First, be prepared to close the sale quickly and smoothly, and get out, when it is clear the customer is ready to buy. This is your job. Don’t hesitate. Second, be sure that you keep your eyes on the quality of the relationship throughout. Avoid using pressure or manipulation so you can always come back again later.
Copyright © 2001 Brian Tracy International. All Rights Reserved. -
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