销售最容易犯的五个错误

    3. 说得太多，听得太少。

    赫贾维奇说道：“每次推销会议都要遵循一定的自然节奏。而要弄清楚会议的方向以及你能从会议中得到什么，需要多倾听，而不是侃侃而谈。”

    安静下来，张开耳朵去倾听，始终关注你的目标。赫贾维奇说道，会谈的过程应该是使对方建立起对你和你的公司的信任与尊重，最终相信你所推销的产品或服务的价值，而不是对方听你滔滔不绝地讲述自己的想法。你绝对不能成为那样的推销员。

    而在讲话的时候，也要明智地选择措辞。赫贾维奇说道：“销售人员对潜在客户说出的每一个词，都应该经过精心设计，要以增强关系和实现销售为目标。”例如，他说，诸如“要想做成你的生意，我需要做些什么？”之类的问题太过笼统。这是“草率的谈话和草率的推销。”相反，销售人员应该精心雕琢自己的言辞，可以这样问：“对于今天的会议，您有没有潜在的异议？”如果客户存在异议，你就能知道对方的疑虑，以及通过哪种方式能够尽快消除对方的担忧。

    4. 忘记自己的目标：完成一笔销售

    开展销售业务可不是去交朋友。你的目标是完成销售。永远不要忘记这一点。“人们总说：‘我来这里是为了建立关系。我要成为他们的朋友。我要了解他们的环境。’我经常说，有这样的目的当然很好，但你的终极目标是向他们推销，而不是像二手车推销员一样。销售是平等交换的过程。人们知道你为什么找他们。忽略这一事实，销售注定会失败。”

    而且，赫贾维奇根本不关心你的客户有多“好”。你希望她买你的东西。仅此而已。这位《创智赢家》（Shark Tank）的“老好人”说，最令他“讨厌的”是，他的某位销售人员拜访完客户之后，滔滔不绝地向他讲述那位客户人有多好。

    “碰到这种情形，我通常会问，我们是否只接受‘好’人的订单。人的好坏与销售无关。销售人员应该告诉我客户的业务、预期和需求，以及完成销售需要做哪些工作。拜托，别再跟我说客户有‘多好’之类的话。”

    5. 穿着不得体

    谈到商业，穿着时尚，长着一双蓝眼睛的赫贾维奇说道，销售人员最好穿着得体，否则你可能一点机会都没有。换言之，如果穿着不得体，销售便有可能失败。

    赫贾维奇说道，在进行面对面的业务拜访时，销售人员的穿着应该与客户的穿着相呼应。当然，除非你是亿万富翁。那样的话，上面的建议全部作废。“如果你的身价达到25亿美元，你也可以穿着斯凯奇休闲鞋（Skechers）和T恤衫参加每一次会面，就像马克•库班那样。”（财富中文网）

    译者：刘进龙/汪皓

    3. Talking more than listening.

    “Every sales meeting has a natural dance to it, a cadence” Herjavec says. “To understand which way it’s going and what you’re trying to get out of it requires listening more than talking.”

    Pipe down, open your ears and keep your eyes on your goal. Herjavec says it should be to build trust and respect for yourself, your company and, ultimately, in the must-have value of the products or services you’re selling. Not to hear yourself talk or pump up your own ego. You never want to be that sales guy.

    When you do speak, choose your words wisely. “Every word spoken to a prospect should be designed to strengthen the relationship and move toward a sale,” Herjavec writes. For example, he says asking “What can I do to win your business?” is too general. It’s “sloppy talk and sloppy selling.” Sharpen your words and ask this instead: “Do you have any potential objections about today’s meeting?” That way, if your client does, you’ll know which concerns you need to allay and how soon.

    4. Forgetting your mission: To make a sale.

    You’re not in the sales business to make friends. You’re in it to make sales. Never forget that. “People say, ‘Oh, I’m there to build a relationship. I’m there to be their friend. I’m there to learn about their environment.’ I always say, well, that’s all wonderful and great, but at the end of the day, you’re there to sell them something, and not in a used car salesman kind of way. There’s a give and take. People know why you’re there. Losing sight of that fact can lose you a sale.”

    And Herjavec doesn’t care how “nice” your client is either. You want her to buy from you. Period. Ironically, Shark Tank’s “nice guy” says he “hates it” when one of his salespeople returns from a sales call gushing about how nice the person he or she met with is.

    “My usual response is to ask if we take orders only from ‘nice’ people. Nice has nothing to do with it. Give me facts about the customer’s business, expectations and needs, and the things required to make a sale. Deliver me from ‘nice.’”

    5. Not dressing the part.

    When it comes to business, the sharp-dressed, blue-eyed Shark says you’d better look the part or you might not get the part at all. In other words, if you don’t dress for success, you might not close the sale.

    When you’re on a sales call in person, Herjavec says your attire should mirror your client’s. Well, that is unless you’re a billionaire. Then all bets are off. “Of course, once you’re worth $2.5 billion, you can wear Skechers and a T-shirt to every meeting, like Mark Cuban.”