You’ve just walked into the office of hot prospect for your first face-to-face sales call. You shake hands and you both sit down. What’s the smartest way to start out the conversation:
你懷著滿腔熱忱走進(jìn)客戶的辦公室與他面對(duì)面地談你們的第一筆生意。你們互相握手、坐下，這時(shí)候怎樣開啟你們的對(duì)話才是最聰明的做法呢？
ICEBREAKER #1: Compliment something in the prospect's office, such as the family photo, the motivational poster on the wall, the view out the window, etc.
破冰方式 #1：稱贊一下對(duì)方辦公室里的某樣?xùn)|西，比如家庭照片、墻上的勵(lì)志海報(bào)以及窗外的景色。
ICEBREAKER #2: Make a reference to something in the news, like a big win by a local sports team or a major world event.
破冰方式 #2：對(duì)新聞發(fā)表一些看法，比如當(dāng)?shù)剡\(yùn)動(dòng)隊(duì)的一場(chǎng)大勝或者世界上發(fā)生的大事。
ICEBREAKER #3: Make a remark that lets the prospect know that you have put some thought into the prospect and the prospect's firm.
破冰方式 #3：發(fā)表一些評(píng)論令對(duì)方知道你對(duì)他和他的公司有一點(diǎn)想法。
If you answered #3, you’re absolutely right.
假如你認(rèn)為破冰方式 #3是最聰明的打破僵局的方式，那你就答對(duì)了。
Icebreaker #1 is a dumb move because almost everybody who comes into that office for the first time makes that exact same remark. So that icebreaker just makes you one of the crowd.
破冰方式 #1非常呆板，因?yàn)閹缀跛凶哌M(jìn)那間辦公室的人都會(huì)發(fā)表相同的評(píng)論。所以這樣的開場(chǎng)白會(huì)顯得你只是個(gè)路人甲。
Icebreaker #2 is similarly stupid because the news story is utterly irrelevant to the reason that you’re in the prospect’s office. You’re not the prospect’s friend. You’re there to do business. Trying to be “friendly” just makes you look smarmy.
破冰方式 #2也比較愚蠢，因?yàn)檫@些新聞故事和你為什么出現(xiàn)在客戶辦公室里完全沒(méi)有聯(lián)系。你不是他的朋友，你是來(lái)談生意的。嘗試顯得“友好”只會(huì)顯得你很諂媚。
More importantly, both those icebreakers signal, loud and clear, that you haven't bothered to do any research on the customer and are "winging it" (which is probably the case). By contrast, opening the conversation with a remark that’s relevant to the reason you’re in the prospect’s office tells the prospect that you’re not there to waste time or chit-chat.
更重要的是，這兩種破冰方式都清楚地表明了你沒(méi)有耐心去研究你的客戶而只是在即興發(fā)揮（說(shuō)不定就是這樣）。與此相反，以和你在他辦公室的原因相關(guān)的話來(lái)開啟對(duì)話，會(huì)令客戶知道你不是在浪費(fèi)他的時(shí)間或者在閑聊。
Once you’ve started the (business) conversation, you can continue with a question leads towards developing the opportunity or further qualifying the prospect.
一旦你開啟了這次商務(wù)對(duì)話，你可以繼續(xù)提出和發(fā)展這次機(jī)會(huì)以及更長(zhǎng)遠(yuǎn)地綁定這位客戶相關(guān)的問(wèn)題。
Unlike the two traditional icebreakers, the business-oriented opening remark opens a natural segue to the sales process because you've already placed the conversation in a business context, while still showing a interest in the customer.
與前兩種傳統(tǒng)的破冰方式不同，商務(wù)指向型的那種開場(chǎng)白能自然地把對(duì)話引向銷售過(guò)程，因?yàn)槟阋呀?jīng)把對(duì)話放入了一個(gè)商務(wù)語(yǔ)境中，與此同時(shí)也表達(dá)了對(duì)客戶的興趣。
Needless to say, making an intelligent remark means doing some research prior to the meeting. At the very least, you should have checked the Internet for an overview of the prospect's business and for any important biographical information about the prospect and prospect's career.
毫無(wú)疑問(wèn)，要發(fā)表一番聰明的言論意味著在會(huì)見前要做不少研究工作。最起碼你應(yīng)該在網(wǎng)絡(luò)上搜索一下客戶公司的基本情況，以及他本人及其職業(yè)生涯的重要的個(gè)人信息。 |
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