業務精神:主動的態度The Spirit of a Sales Person: Aggressive Attitude 在台灣許多地方我們可以看到街頭的小販，他們坐在小攤旁邊賣東西給過路的行人。這類的小販，通常坐在小板凳上看著手提的小電視。如果有客戶要問這些商品的價格，這老闆會看一眼商品，然後報個價，又繼續看電視。 可是，不是所有的小販都是這麼沒有精神的，也有人是精力旺盛的，總要說服客戶買他們的產品。然而，就做生意來講，這樣是不夠的。 我試著提供地攤生意做為例子。假設，我要在台灣大學附近設個小攤子賣衣服，我會觀察這些經過街道的都是些什麼樣的人，哪一種衣服他們會買，然後決定哪一種類型的人是我們目標客戶。 當我開始賣衣服時，我不會坐在小板凳上，我會站在我的攤位旁，觀察這些經過的人。看看哪些人是適合買我衣服的人，然後我會叫住他們來看我的產品。「這衣服是非常適合你的型的，這個價格也合理」我可能這樣說。 這時候，我會從她的穿著，在我心理上惦量著這個客戶，什麼價格是這個客戶買得起，或者他願意付什麼價格。我的觀察可以讓我看住這個客戶，或者看到其他的潛在客戶。 我不會浪費時間在不適合的客戶上，或者因此而失去一個潛在的銷售機會。相反的，我會很快的挑一件適合這個客戶的衣服，提出一個合適的報價。(可能高價些可以滿足客戶的虛榮心，可以低價些可以符合他的預算) 在這個過程，我必須儘快的成交這個交易，或者就結束放棄了。然後趕快尋找下一個目標。 幾個月後，我應該有個結論，知道哪一種風格的衣服是這個區域要的。做生意的時間與資金是我有限的資源。所以，我是在有限的資源下做這個生意，我應該在這有限的資源下儘可能的得到最大的利益。 「擺地攤」和「做生意」是不一樣的。「擺地攤」是設個攤子，提供產品，等待客戶來詢價，這不是做生意。「做生意」是要有積極的態度，從市場調查，尋找目標客戶，和儘快促成交意，不管在哪一個方面，隨時積極的準備要做交易。 做生意，即使只是個小生意仍然需要按部就班的照著行銷課本來做:分析生意的環境，蒐集客戶的行為，定位自己的產品，設立定價策略，分析競爭者…等等。 在網路的時代，網路購物的生意可以做得很精明。他們從客戶的地址，去分析客戶的財務狀況;從客戶買的產品分類，去知道客戶的購物行為。這些網路上的技術和實體生意是一樣，都是使用了很多年的調查技術，也都是遵守行銷學課本上的原則。 亞馬遜已經變成了網路商務的巨人了。不令人意外的，亞馬遜也擁有最大量的客戶資料庫。亞馬遜知道它客戶的年齡，地址，財務背景，和哪一種產品有哪一種客戶有意願購買，哪一種價格是這類客戶願意付的。當客戶上亞馬遜網站的那一刻，亞馬遜就已經準備好他們自己利益最大，但也適合你的產品給你了。不會有錯的，這些推廣活動並不是隨機抓取對象，而是經過仔細分析的結果。即使是少數的購買行為，也會立即顯示出來。 不管生意的本質是什麼?不要以為行銷課本上的那些理論、原則距離現實世界太遠了。其實這些原則都已經在現實世界存在很久了，大部分這些原則都是有用的。即使它們無關於第一印象，或者有些不切實際。我們只是需要找出方法，看如何應用這些原則，改善我們正在經營的生意。同時，我們不必滿足於現狀，認為生意不能改善。用這種積極的態度來經營生意，我們就能夠生意興隆，而不只是可有可無的存在著。 The Spirit of a Sales Person: Aggressive Attitude業務的精神:主動的態度 In many places in Taiwan, one can see street vendors sitting in stalls behind goods offered for sale to passersby. Such vendors often sit on a small stool and watch television on a portable TV. If a potential customer inquires about the vendor’s goods, the vendor just looks at the goods to offer a price and then continues to watch TV. However, other vendors are more aggressive. They often try to vigorously persuade customers to buy their goods. Nevertheless, this is not enough for running business. In what follows, I will try to provide a model for a stall business. Suppose that I decided to set up a clothing stall on the street near NTU. I would observe what kinds of people typically pass through this street, and then decide what kind of people are my target customers and what kinds of clothing they might buy. Then, when I was ready to begin selling, I wouldn’t sit down on a stool. Rather, I would stand at the side of my stall/booth to observe the people passing by. Then, upon seeing a person whose appearance seemed compatible with the goods I was offering, I would call out to them to have a look at my goods. “This garment is very suitable for your style, and the price is quite affordable,” I might say. At that time, I’d quickly mentally size up the customer by his or her appearance to estimate what price the customer could afford or be willing to pay. My objective would be to clinch a deal one way or another with such a potential customer. So I wouldn’t put off the customer by offering something that didn’t match that customer’s style, thus losing a potential sale. Instead, I’d carefully but quickly pick an article of clothing that seemed suitable for the customer, and then I’d offer a proper price (perhaps higher to meet the customer’s expectation, or perhaps lower to fit the customer’s budget). In this process, I’d have to try to quickly close the deal or be rejected, and then move on to seek my next target.。 After several months, I would make a conclusion as to what kinds of styles met the needs of that area. My business time and money would be limited, of course, so I would have to run my business from such limited resources, but I would attempt to gain as much benefit as possible under such limited resources. That is difference between merely occupying a stall and running business. Sitting in a stall to provide products and passively waiting for customers to make inquiries is not a running business. Running a business takes an aggressive attitude, wherein you constantly actively engage your mind to make transactions. Running such a business—even though just a small business—still requires following the principles set forth in marketing textbooks: analyzing the business environment, collecting information to discern customer’s behavior, positioning one’s products, creating a pricing strategy, analyzing competitors, and so on. In the Internet era, web-based businesses can work even smarter. They can analyze a customer’s address to guess the customer’s financial status, and analyze the products that customer buys to know the customer’s purchasing behavior. These techniques are the same as brick-and-mortar businesses have tried to use for years, using surveying techniques and so on, and comply with the principles taught in marketing textbooks. Amazon has become a giant in the e-commerce field. Not surprisingly, Amazon has the biggest user database in the world. Amazon knows all its customers’ ages, addresses, financial backgrounds and what kinds of products and prices their customers tend to buy and pay, to name just a few of the common metrics it uses. When users visit Amazon, Amazon has already prepared in advance promotions tailored to those visiting users in order to put desirable products before their eyes to maximize profits. Make no mistake: these promotions are not usually randomly generated but rather the careful result of detailed analysis and programming, even though the promotions are presented almost immediately, Minority Report-style. No matter what the nature of the business, don’t assume that the theory or principles offered in business textbooks is far away from the real world. Such principles have been established over a long period of time from cases in the real world. So, such principles will generally work, even if they appear unrelated or impractical on first inspection. We just need to figure out how to apply them to the specific business at hand to improve our business. At the same time, we mustn’t become satisfied with the status quo and assume that business can’t improve. By taking such an aggressive approach to business, we can thrive, not just survive.
Posted on: Sun, 28 Jul 2013 01:06:30 +0000
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