许辉明-Need vs Want..pptVIP

Need vs. Want “需要的” 对“想要的” By KOH HUI MENG 许辉明2008 Need vs. Want“需要的”对“想要的” Effective salesmen leverage on the different reasons why people make purchases. 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 PEOPLE purchase products and services for both logical and psychological reasons. 客户购买产品和服务为了同时满足逻辑上和心理上的需要。 Some products and services because they make life easier for us by saving us time, effort and money. 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。 In today’s social environment, many products and services can be regarded as “unnecessary”, in that they satisfy various “wants” rather than “needs”. 在现今社会，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”。 Some products and services give us pleasure (for example, an entertainment system) or make us feel that we stand out from the crowd ( such as staying in five – stars hotels), and thus enhance our self – esteem. People buy these products or services for psychological reasons. 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。 Effective salesmen are aware of the different reasons why people make a purchase and can use these reasons as levers to make a sale. 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 Successful salesmen have mastered the art of persuasion. 成功的销售员掌握说服的艺术。 These are two main ways in which people can be persuaded: “direct” and “indirect”. 说服人们有2中主要途径：“直接”和“间接”。 Persuasion说服力 Direct persuasion is straightforward as it involves behaviors such as emphasizing the advantages and disadvantages. 直接说服是坦率的，它包括了例如强调优点和缺点的行为。 Persuasion说服力 Indirect persuasion is more difficult as it involves a salesman establishing his credibility and getting the customer to both like and trust him. 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。 Good Relationships良好的客户关系 Caring for the customer is of utmost importance when it comes to sales. 提到销售时，照顾客户是最重要的。 People are unlikely to care about your product or service if they feel that you do not care about them. 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。 Good Relationships良好