许辉明-need vs want

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1、Needvs.Want“需要的”对“想要的”ByKOHHUIMENG许辉明2008Needvs.Want“需要的”对“想要的”Effectivesalesmenleverageonthedifferentreasonswhypeoplemakepurchases.有效率的销售员应该着重客户购买的不同原因：客户为什么要买新设备？内在原因、外在原因PEOPLEpurchaseproductsandservicesforbothlogicalandpsychologicalreasons.客户购买产品和服务为了同时满足逻

2、辑上和心理上的需要。Someproductsandservicesbecausetheymakelifeeasierforusbysavingustime,effortandmoney.我们需要一些产品和服务是因为它们可以节约时间、精力和金钱，生活得更轻松。Intoday’ssocialenvironment,manyproductsandservicescanberegardedas“unnecessary”,inthattheysatisfyvarious“wants”ratherthan“needs”.在现今社会

3、，很多产品和服务可以说是“多余的”，因为它们满足的是各种“欲望”、而不是“需要”。Someproductsandservicesgiveuspleasure(forexample,anentertainmentsystem)ormakeusfeelthatwestandoutfromthecrowd(suchasstayinginfive–starshotels),andthusenhanceourself–esteem.Peoplebuytheseproductsorservicesforpsychologicalr

4、easons.一些产品和服务给我们带来快乐（例如:一次娱乐）或者让我们觉得与众不同（就像住在五星级酒店），由此增强我们的自尊。人们买这些产品和服务出于心理因素。Effectivesalesmenareawareofthedifferentreasonswhypeoplemakeapurchaseandcanusethesereasonsasleverstomakeasale.有效率的销售员明白人们作出购买的原因，并能将这些原因作为杠杆促成销售。Persuasion说服力Successfulsalesmenhavemas

5、teredtheartofpersuasion.成功的销售员掌握说服的艺术。Thesearetwomainwaysinwhichpeoplecanbepersuaded:“direct”and“indirect”.说服人们有2中主要途径：“直接”和“间接”。Persuasion说服力Directpersuasionisstraightforwardasitinvolvesbehaviorssuchasemphasizingtheadvantagesanddisadvantages.直接说服是坦率的，它包括了例如强调优点

6、和缺点的行为。Persuasion说服力Indirectpersuasionismoredifficultasitinvolvesasalesmanestablishinghiscredibilityandgettingthecustomertobothlikeandtrusthim.间接说服更困难，它涉及一个销售员如何建立其可信度，并让客户喜欢和相信他。GoodRelationships良好的客户关系Caringforthecustomerisofutmostimportancewhenitcomestosales.

7、提到销售时，照顾客户是最重要的。Peopleareunlikelytocareaboutyourproductorserviceiftheyfeelthatyoudonotcareaboutthem.如果人们感觉你不关心他们，那他们就不大可能去关心你的产品和服务。GoodRelationships良好的客户关系Developinggoodrelationshipswithcustomersisoneofthecornerstonesofbeingsuccessfulatsales.Todothis,youmustbet

8、rustedandlikedbythem.与客户发展良好的关系是成功销售的基础。为此，你必须让他们相信并喜欢你。GoodRelationships良好的客户关系Peoplewilltrustyouwhentheybelievethatyouarecredibleandconcernedabouttheirinterests.Bei