Sell More.Be More.

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各位销售精英,大家好!!

第 48 期

☞ 本期主题:想要真正忠诚的客户吗? 请调整销售和服务!

What happens in your company after a sale is made? When your sales force gains a customer, how well does the rest of the organization align around the goal of cementing that customer’s loyalty so as to strengthen the relationship for the long haul?

你的公司在售后会做些什么?当你的销售团队获得了客户订单后,组织中的其他成员在巩固客户忠诚度的目标上会有很好的配合,以加强与客户的长期关系建立吗?

Too often, what the customer finds instead is a lower degree of loyalty-building skills among your service people—and maybe your professional staff, as well. Pretty soon, that customer belongs to one of your competitors.

通常当被发现你公司的服务人员和销售人员都在建立客户忠诚度的方面比较弱。很快,那个客户就属于你的竞争对手了。

What can you do about it? Plenty. Please read on.

你有何解决办法吗?数不胜数。请继续读下去。

If you have a question about how sales training and customer-communication training can merge and pay off with spectacular results, contact us at 0755-88265430,88261982.

如果您有关于销售培训和客户沟通培训中,需要解决的问题,请联系我们:0755-88265430,88261982.

We are committed to your professional success.
我们致力于您的专业成功。

WANT TRULY LOYAL CUSTOMERS? ALIGN SALES AND SERVICE.

想要真正忠诚的客户吗?请调整销售和服务!

Everyone loves to talk about customer loyalty, but what does that mean, really? I argue that customers are not genuinely loyal to your company until they have stopped shopping among your competitors. They aren't just "satisfied" with you until a better deal comes along. Instead, they value their relationship with you so highly that they go deaf to the appeals of your competitors. They are your customers for life.

每个人都喜欢谈论顾客忠诚度,这意味着什么呢?我认为,顾客在他们考虑停止与你的竞争者合作之前,并不真正忠诚于你的公司。他们不仅仅是对你满意,直到达成与你的更理想的交易合作。相反的情况,他们更看重和你之间的关系,以至于他们对你的竞争者的诉求充耳不闻。那他们将会是你一生的顾客。

The Action Selling process teaches salespeople how to forge relationships like that. But no salesperson can maintain loyalty alone. The sales force needs help and support from everyone else in the company who interacts with the customer—the service people, technicians, and professionals who actually must deliver the solutions that the salesperson has sold. Sales and service cannot be at war; they must be in alignment.

行动销售流程教销售人员如何建立这样的关系。但没有一个销售人员能持续获得客户的忠诚。销售人员需要公司中其他人的帮助和支持,他们与客户、服务人员、技术人员和专业人员进行互动,实际上他们都需要了解销售人员给客户提供的解决方案。销售和服务不能处于竞争的状态,它们必须保持一致。

They must reinforce each other. Ideally, the reinforcement should be so effective that loyalty generation becomes synergistic, the whole being greater than the sum of the parts.

他们必须互相联手配合。理想情况下,联合应该是非常有效的,让忠诚产生协同作用,整体大于部分的总和。

For that kind of alignment to happen, post-sales service has to be about more than fixing problems, managing complaints, and reacting to the aftermath of the sales process.

为了实现该一致性,售后服务不仅要解决客户问题,还要处理客户投诉,同时对销售过程的问题做出反应。

How does service become "more" than that? I believe that every customer-contact person in a company must learn to act as a Customer Relationship Professional. CRPs take responsibility for improving customer coverage, creating customer successes, and fulfilling the organization's commitment to the practices and values that create customers for life.

如何让服务变得"更"专业?我相信公司里的每一个客户联系人员都必须学会充当一名客户关系建立专家。CRPs负责扩大客户的覆盖范围,挖掘成功的客户,并履行组织为顾客创造终生价值的承诺。

CRPs don't just try to fix problems that arise. They anticipate and prevent problems with recommendations that fine-tune and optimize the solutions that their company provides. They ensure that customers are happy with these solutions because they gain the customer's agreement and ask for the customer's commitment to the notion that the solution resolves a situation in the best possible way.

CRPs不要尝试解决问题。他们负责预测和预防问题,提出优化公司提供的解决方案的建议。他们确保客户对这些解决方案感到满意,因为他们获得了客户的认可,并以最好的方式获得了客户的对解决方案的一致通过。

ALIGNMENT DEMANDS A COMMON LANGUAGE FOR SALES AND SERVICE.

统一要求销售和服务的用共同语言。

eThat is how sales and service align to create genuine customer loyalty. This means that sales and service need to collaborate and overlap. If, after the sale, customer-relationship responsibilities are "handed off" without extreme trust between sales and service, what you get is tension. To avoid a breakdown in trust, it's critical that everyone on both the sales and service teams uses the same language to communicate with customers and with one another.

销售和服务联手以创造真正的顾客忠诚度。这意味着销售和服务需要协作和交集。如果在销售之后,客户关系责任在销售和服务之间没有得到极度的信任而被"交付",你所得到的将无疑是紧张。为了避免信任崩溃,至关重要的是销售和服务团队中的每个人都使用共同语言与客户和团队进行沟通。

If we expect salespeople and CRPs to pull in the same direction, we must give them a common language, one grounded in common concepts. Just like the wheels on a car need alignment, groups of people must have a meeting of the minds on how to accomplish something if they are to work as a single unit with a common goal. This doesn't come naturally. It takes training to build a foundation for such a high degree of teamwork.

如果我们希望销售人员和CRPs在统一战线上,我们必须为他们提供一种共同的语言,一个共同的概念基础。就像汽车上的轮子需要调整一样,他们有共同目标的单位,一群人必须有一个关于如何完成某件事情的共同想法。这并不是自然而然的。需要训练才能为如此高度的团队合作奠定基础。

 
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