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《你永远斗不过客户》之 法则1 熟悉你的产品

作者:郭霁萱来源:右方微读 公众号

2017-02-05 郭霁萱 原创 右方微读

翻译自 RULE 1-Know Your Products from 《You Can’t Win a Fight with your CLIENT》 By TOM MARKERT

如果你对公司的产品系列和能力没有深入的了解,你就无法真正有效地与客户进行合作。在这一点上,无可商量,也没有任何捷径可走。客户希望他们遇到的问题能够被尽快并且毫不费力的解决掉。你提供解决方案的能力就很关键。坦白说,对产品及其功能的肤浅理解根本就不够。譬如说,当一个客户告诉你,“我需要你的帮助,你可以做吗?”你总不能回答说“我不知道,我回头告诉你。”为什么?因为客户肯定会假设,即使你不能就某个特定的问题提供解决方案,你做了什么不要紧,但至少你应该立即知道,于是信任关系崩溃。

也许更糟糕的是,不深入了解公司的能力范围,可能会使你的公司在当下交易和长期销售方面付出巨大的代价。想象一下,如果你公司拥有某个产品或这个产品具备某种性能,而你却没有意识到,结果没有让客户知道。当你的客户引入一个和你有竞争关系的供应商,并且这个供应商在这个项目上做的非常好。那么你的麻烦就来了,至少你应该要担心了,而这一切本来是不必要有的。

如果你正在负责一个大的客户,请采取积极主动的态度,确保你和所有为你这个客户工作的人员接受所有产品和服务的完善培训。

这听起来很理所当然,但在当今的商业环境下执行起来却没有那么容易。大多数公司大幅缩减了正式培训项目,而这确是过去多以来商业的常规项目。

然而并不是所有的商业都是这样。如果你去看财富杂志(2007年1月23日)上列出的2006年100家最佳雇主名单,你会看到,许多公司每年提供超过40个小时的培训。但这些都是例外,当然不是当今商业环境中的常态。

你可能想在业务的每个领域测验你的团队。但让我们面对事实。了解公司的产品及其能力是任何商业的基本要求,它需要个人主动性。这不是你可以委派或者授权的。它必须是你和团队一门心思追求,并且心甘情愿去努力获取的。即便公司没有提供广泛培训的事实也不能成其为借口。

深入研究产品,你将从中获取丰厚回报。

该翻译仅供交流学习使用之目的,请勿用于商业用途。


原文抄录

RULE 1 Know Your Products

You can never be truly effective with a client if you do not have asolid understanding of your product portfolio and the full capabilities of yourcompany. There is no shortcut or workaround on this one. Clients want theirproblems solved as fast and painlessly as possible. Your ability to supply asolution is critical. A superficial understanding of your products and theirrange of capabilities simply isn’t good enough. For example, when a client says,“Here is where I need your help, Is this something that you do?” You can’tanswer, “I am not sure, I’ll get back to you.” Why? Because the client willsurely assume that even if you do not offer a service that can help solve thatparticular problem, it must not be core to what you do or surely you would haveknown immediately, Credibility crusher!

Perhaps worse, not fully understanding your company’s range ofcapabilities can cost your company dearly both in terms of immediate andlong-term sales. Imagine if your company had a product or capability you wereunaware of and thus failed to bring it to your client’s attention. As a result,your client brought in a competitive supplier who did a great job on the project.You now have a problem or at least a worry you didn’t need to have.

If you are running a large account, takethe initiative to ensure that you and everyone who works for you is fullytrained on all your products and offerings.

This sounds basic, but it isn’t so easy in today’s environment. Mostcompanies have dramatically cut back on the formal training programs that formany years were a staple in business.

This is not true in every business,however. If you read Fortune magazine’s (January 23, 2007) list of the 100 bestcompanies to work for in 2006, you would see that many companies offer 40-plushours of training each year. But these are the exceptions and certainly not thenorm in today’s environment.

You may want to test your team or certify them in each area of yourbusiness. But let’s face the truth. Learning your products and capabilities isbasic in any business, and it takes personal initiative. It’s not something youcan delegate. It is something you have to want in your belly and something youare willing to go for. The fact that you company does not make training broadlyavailable can’t be used as an excuse.

Chase product knowledge because it will pay dividends.



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