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桑德拉原则4 : 不做决定也是一种决定
信息来源:桑德拉    发布时间:2013-04-01    浏览次数:

Have you ever had a prospect tell you, “I need to think it over?”
你是否曾经有客户说“我需要再考虑一下?”
 
• What does “let me think about it” mean? “让我再考虑一下”意味着什么?
• Figure out what’s going on. 弄明白到底是怎么会事
• Give people permission to say “No.” 允许客户说”NO”
 
Nancy made a follow-up call to a prospect who had previously requested some information from her. Her intention was to have a brief conversation, qualify the opportunity, and schedule an appointment, if that was appropriate. The prospect revealed that he’d received and read the information – and was “very interested.” But, he added, he needed a bit more time to “digest” what she’d sent him before deciding on an appointment.
南希给一个客户打了个电话,这个客户之前曾经从她这里要过一些信息。她想简单谈一下,看看机会是否可行,如果合适的话约一个与客户面谈的机会。客户表示他已经收到而且看了这些信息—他“很感兴趣。”但是,他又补充说,他需要更多一点时间来“消化”她发给他的信息才能确定见面的时间。
Nancy agreed to get back to him in a week.
南希同意一个星期后再联系他。
The procurement committee said that they were ready to make a decision and granted Rich ninety minutes to present his proposal. Rich explained the details supporting each point of his proposal. He addressed each and every committee member’s concerns. He answered all of the questions that came up, and received what he believed to be a nod of approval after each answer. He asked if there was anything else they needed to see or hear from him. They all said “No” – and they all commended him on the thoroughness of his presentation. You already know where this is leading, don’t you?
采购委员会说他们已准备做出决定,并且答应给里奇90分钟的时间来讲解他的建议书。里奇详细地解释了他的建议书的各个方面。他解答了所有委员们的每个关心要点,并且回答了会议过程中提出的所有问题,他觉得委员会成员对他的回答均点头认可。最后他问是否还需要听到或看到任何别的信息。他们都说“没有了。”—他们都夸赞里奇的演讲准备充分。看到这里你已经知道接下来会怎样了,是吗?
Rich didn’t. He felt quite positive about his presentation. Confidently, he asked for their decision. After some mumbling amongst themselves, they announced that they needed some time to “think it over” and promised to get in touch with Rich within a week or so, when things calmed down.
里奇不知道。他对自己的演讲感到满意。他很有信心地问他们的决定。经过一阵窃窃私语后,他们说需要时间来“考虑一下”,并且答应当事情有了结果,会在一个星期左右联络里奇。
 
Do you suppose Nancy obtained the appointment? After all, the prospect was “very interested.” What about Rich? Did he get the sale?  They all said he’d been very thorough, and they all promised to “think it over.”
你认为南希会得到那次约见吗?别忘了,顾客表示“很感兴趣。”那么里奇呢?他能签单吗?客户都说他的演讲很全面,并且全部表示“再考虑考虑。”
When you request an appointment, attempt to close a sale, or ask a prospect or customer to take any other course of action, you are asking for a decision – a commitment to do something or not do something. In short, you are asking for a “Yes” or a “No.” You are not after anything in between those alternatives.
当你想要与客户见面,企图把单签下来或者希望潜在顾客或客户采取某种行动,你是在请他们做出决定—承诺去做什么或不去做什么。简而言之,你只是在请求一个简单的“YES”或者“NO。”你不想得到这两者中间的任何别的东西。
When a prospect decides not to decide – when a prospect gives you a “think-it-over,” in whatever form that takes – the odds are high that you have been treated to a convenient disguise for “No.”
当一个客户选择不去做决定—当一个客户告诉你“再考虑考虑,”不论以何种形式—客户很可能在以一种比较方便隐蔽的方式对你说“NO”。
Prospects may rationalize the (apparent) indecision as a means of “protecting” you – letting you down slowly and not hurting your feelings. More likely, the prospect is protecting himself from having to explain a “No” decision. Offering you a “think-it-over” is usually an effective strategy for avoiding a potentially uncomfortable social situation.
客户可能会认为(明显的)不决策是一种“保护”你的方式—让你慢慢地意识到,而不伤害你的感觉。更有可能的是,客户在避免不得不向你解释为什么做出“NO”的决定。给你一个“再考虑考虑”常常是个有效的策略,以避免双方交往不舒服。
When asking prospects or customers for a decision, let them know in advance that a “Yes” is desirable, but a “No” is OK. That’s right; a “No” is OK. (See also Rule #43: You don’t learn how to win by getting a “Yes” – you learn how to win by getting a “No.” )
当你向客户请求一个决定时,事先让他们知道,“YES”当然更好, “NO”也可以接受。是的,“NO”是可以接受的。(也可以看看原则43:你从得到“YES”中学不到如何去赢 - 你从“NO”中才能学到如何去赢)
When you give prospects permission to say “No,” and make it very clear that “No” is OK, they are less inclined to disguise what they tell you with some form of “think-it-over.”
当你允许顾客说“NO”,清楚地告诉客户得到一个“NO”对你来说可以接受,他们就不会倾向于用“再考虑考虑”来掩饰他们真正想告诉你的东西。
When interacting with prospects and clients, your objective is to uncover the truth, even if it’s not something you want to hear. After all, if the answer is going to be “No” – the prospect isn’t going to grant you an appointment, your customer isn’t going to buy the latest promotion, the prospect isn’t going to become your next customer – wouldn’t you want to know sooner, rather than later?
当与潜在顾客和客户打交道时,你的目标是得到真相,即使那并不是你想听到的。总之,如果答案是“NO”—潜在顾客不答应与你见面,你的客户不买你最新推荐的产品,潜在顾客不会成为你下一个客户—那么为什么你不想马上就知道,而要等到更晚呢?


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