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《你永远斗不过客户》之 法则2---永远不要说竞争对手的坏话

作者:郭霁萱来源:右方微读 公众号

2017-02-19 郭霁萱 原创 右方微读

翻译自RULE2--Never Bad-Mouth Competition from <You Can’t Win a Fightwith Your Client> By TOM MARKERT

  今天几乎在每个行业都会遇到很多竞争对手,你所在的行业很可能也不例外。每个竞争对手之间都具有某种程度的差异。或者,换句话说,成为竞争对手的原因。要像了解你自己的产品一样了解竞争对手的产品线,这一点非常重要,这样你才可以在竞争对手产品具备同样功能的情况下有效地销售你产品的优势。

  但请记住,你永远不可能通过贬低竞争对手而争取到客户。你只能通过有效地销售产品和服务签下合同。当然,还包括销售你自己本身。客户基本不会从他们讨厌的人那里买东西。想一想,你最后一次从你讨厌的人或者贬低他人的人那里买东西是什么时候?我打赌最近一次也没有。

  专业服务要求你永远保持一定的高度。您可以有效地将你的优势传达给客户,却从不贬低你的竞争对手。

 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 2 ---NeverBad-Mouth Competition from <You Can’t Win a Fight with Your Client>

Almost every industry today involvesmultiple competitors, and yours is probably not the exception. Everycompetitors has some point of differentiation. Or, stated another way, a reasonfor being. It’s important to know their product line as well as your know yoursso that you can effectively sell the benefits that your offering provides inthe context of what else in available.

But remember that you never win over aclient by trash-talking a competitor. You win contracts by effectively sellingyour own products and services. And, of Couse, by selling yourself. Clientsalmost never buy things from people they don’t like. Think about it.When wasthe last time that you bought something form someone you disliked or who hasbad mouthed someone else? Not anytime recently I bet.

Professional servicing requires you toalways stay on very high ground. You can effectively communicate youradvantages to a client without ever belittling a competitors.

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