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Jingdong book

为什么顾客不购买你的产品

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为什么顾客不购买你的产品

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还记得上一次,在你的产品质量和价格都明显优于别人的情况下,却被竞争对手抢走一大笔订单吗? 还记得上一次,一个重要的潜在客户告诉你,“你们的客户列表确实很吸引人,我想再仔细考虑考虑,我会在下个星期给你答复……”但最后他什么都没买吗? 还记得上一次,一个采购经理和你说“你们的产品系列的确很出色,但是我们对自己现在的供货商还比较满意”吗? 如果你对这些经历感到很熟悉的话,那么请阅读《为什么顾客不购买你的产品》吧! 如果你不清楚如何才能取得更好的销售业绩;如果你的内心深处告诉你,你现在所遵从的行动指南已经过时了;如果你知道关于销售的那些陈旧的观念已经不再有效了;如果你十分渴望抓住下一个数额巨大的销售机会……那么请阅读《为什么顾客不购买你的产品》吧!
神奇的购买路径5步推销法,教你轻松抓住客户,让你的销售额狂翻几倍!
Content Description

哈利·沃什伯恩和金堡·瓦里斯基于二十余年供职于世界级大公司的实践经验,在本书中提出了一套颠覆传统的销售方法,展示了一种能有力推动产品、服务或思想推广的全新推销策略,他们完善的分析方法曾被运用于工业、娱乐业、保健业等多个领域。
本书和你所阅读过的其他任何关于销售的书都很不相同。它不是一本罗列、堆砌销售小技巧的图书,也没有提供那些所谓的“经过时间检验的秘密武器”来教你如何完成销售任务或克服顾客的抵触情绪,它介绍的新方法不会告诉你如何去“威逼利诱”顾客去购买你的产品。取而代之的是,它会帮助你去理解人们为什么不愿意购买你的产品,并且告诉你如何按照他们希望的购买方式,把你的产品销售给他们。它并不把消费者的拒绝和抵触看做是一种销售的障碍,而是看做一种获得消费者如何形成决策的信息来源。对于销售人员来说,如果能够读懂顾客购买产品的真正动机,就有可能获得巨大的成功。本书就是要告诉销售人员如何发现、鉴别、解读不同顾客的“购买心理”,助你建立新的业务关系,把潜在顾客发展成为忠实顾客,轻松获得销售佳绩。
Author Description

哈利·沃什伯恩(HarryWashburn)
哈利·沃什伯恩是瓦里斯与沃什伯恩有限公司主席,出生于纽约,毕业于达特茅斯学院和哈佛商学院,求学于营销学权威特德·莱维特。多年来,他一直在班顿伯利广告公司担任客户经理一职,出版了一系列成功的作品,其中有《桔子升级版》、《坚强的橡木片》和《林问阳光帝国》。哈利·沃什伯恩居住在马萨诸塞州的剑桥,现在哈佛大学教授市场管理、新产品开发和广告管理。金堡·瓦里斯(KimWallace)
金堡·瓦里斯是瓦里斯与沃什伯恩有限公司总裁,出生于西雅图,毕业于阿默斯特的马萨诸塞大学,随后进入埃克森公,在这里他逐渐成长为新英格兰地区销售人员中的佼佼者。金堡·瓦里斯曾在恒美广告公司(DovleDaneBernbach)、Nor"mancraig&Kummel、SSC:&B等广告公司担任客户经理。他为美国Noxema化妆品公一J作的调查曾大力推动了该公司的发展。现居住在马萨诸塞州的威尔斯理(Wellesley),同时在雷德克利夫研讨会(RadcliffeSeminar)讲学。瓦里斯与沃什们恩(Wallace&Washburn)公司两位作者相逢于波士顿,当时二人分别担任HumphreyBrowningMacI)ougall公司的副总裁和客户总监,该公司后来成为新英格兰地区最大的广告公司。他们于1976年在麻省的威尔斯理创建了瓦里斯与沃什伯恩有限公司(Wallace&Washbur。n)--一家专业从事推销和市场调查与咨询的公司。自成立以来,瓦里斯与沃什伯恩有限公司一直是创新推销策略(包括著名的策略Thoughtscan)的先行者,并致力于推广产品、服务、主意的新学问。作者的网址提供了怏捷、有趣的个人消费个性测试,通过测试,浏览者可以了解自己是视觉型、指挥型还是思想型的人。
Comments

“想在这样一个日新月异、竞争激烈的时代中取得卓越的销售业绩吗?本书会给你强有力的指导。它是美国所有商业人士的必读书目之一。”
——沃尔尼·泰勒(Volney Taylor),
美国邓白氏商业信贷数据公司主席兼首席执行官
“拿起这本书……一本所有真正的市场专家和广告专家的首选书。”
——约翰·菲利(John C.Ferries),
美国达美高广告行销公司国际部前任主席
“生动活泼,简单易懂,充满睿智,又总是一语中的!”
——特德·莱维特(Ted Levitt),哈佛商学院名誉教授
Catalogue

第1章 说该说的话,走该走的路,摸清套路再出拳
第2章 丽塔购买了她梦寐以求的汽车
第3章 说该说的话:语言反射带来信任和信心
第4章 走该走的路:DREAM购买路径
第5章 第一步:不管怎样,先行动起来!
第6章 第二步:打破重复循环
第7章 第三步:讲述品牌故事三种购买行为风格
第8章 指挥型购买行为风格:重量级策略
第9章 思考型购买行为风格:应对头脑的论述
第10章 视觉型购买行为风格:眼见为实
第11章 同时应对三种类型的顾客
第12章 第四步:从哪里获得产品
第13章 第五步:议价阶段
第14章 踏上成功之路
致谢
Book Abstract

波士顿城外128号公路外有一个机动车交易中心,在长达3英里的公路旁边展开。大约50个汽车交易商聚集在这儿,其中包括一些较大的交易商,如恩尼波茨——新英格兰最大的汽车交易商,此外,还有不少二手汽车交易商。如果不知道其他购买旧车的途径的话,这个市场就是你该去的地方。
在市场里转了三天之后,我清楚地认识到3000美元以下的二手汽车——哪怕是只具备丽塔所希望的部分特征——都是不存在的。在她所确定的价格范围之内的任何车都是机械师的噩梦,或者是来自地狱、起码离地狱不远的汽车。而那些符合她的要求的汽车都太昂贵了。丽塔勉强又坚持了一个星期。现在,那辆旧车的离合器在启动二挡的时候也开始出现问题,必须要采取一些行动了。
第二个星期天,电话又一次响起,是丽塔打过来的。“我想要一辆白色顶棚的红色敞篷车”,她说。我当时就差点晕倒。
“真的?”,我说,“为什么?”
“我一直就想做个开着白色顶棚的红色敞篷车的金发女郎,既然找不到自己想要的二手汽车,为什么不索性就完全地实现自己的梦想呢!”丽塔已经有了染成金色的头发,现在就缺一辆白色顶棚的红色敞篷车了,那是她实现梦想所缺少的唯一一件东西了。既然如此,那就买一辆白色顶棚的红色敞篷车吧!事情倒也简单了,但是事情并没有那么顺利。
首先,丽塔不想买外国车,但绝大多数的敞篷车都是外国制造的。“如果我的车子在阿肯色州(Arkansas)坏掉了,怎么办?”她抱怨说,“谁能帮我修呢?”对她来说,汽车在阿肯色州抛锚就仿佛是被搁置在某个陌生的星球上一样。我试着说服她,在美国购买较好牌子的外国车,几十年来维修根本就不是什么问题,但她并没有听我的。此外,她想买“美国货”,我怀疑这才是真正的原因。
那个时候,最便宜的美国敞篷车是道吉600和克莱斯勒公司的勒拜隆·马斯塔斯和凯马勒斯这两个品牌都是丽塔在经济上负担不了的。即使是道吉600系列和克莱斯勒公司的勒拜隆系列,定价也在17000美元左右,都大大地超出了丽塔的支付能力。在再次翻阅了《波士顿环球报》之后,丽塔很快意识到购买道吉600型号的敞篷车意义不大,因为这款车比克莱斯勒的勒拜隆同样车型只便宜1000美元。道吉车型在她看来并不够有魅力,对于这一点我也持同样的看法。既然为了实现自己梦寐以求的魅力十足的形象,她连破产都在所不惜的话,那么多花1000美元又怎样呢?
于是,我们就去找那些财大气粗的交易商了,其中一些人我们在找二手车的时候已经拜访过。我注意到,在一家克莱斯勒的代销商那里,丽塔直接找到一个叫弗莱德的人,那是一个以前不知怎么给她留下深刻印象的人。当时她向这个人咨询有关二手车的事情,弗莱德曾问她,“如果你可以拥有任何型号的车,你想像自己在公路上开着那辆车的样子是怎样的?”她的答复好像是什么她一直想买辆敞篷车,但是显然她负担不起当时能买到的敞篷二手车。但是丽塔还是记住了弗莱德。
所以我们在找克莱斯勒代销商的时候,首先找到了弗莱德。弗莱德很高兴,安排我们试驾那辆在展销台上的火红耀眼的勒拜隆。试驾这辆车的体验实在令人兴奋。红色的车身和白色的篷顶,看上去棒极了。这辆车包含了丽塔所需要的所有东西。随着在微风中飘动的金发,丽塔开那辆车时,确实魅力十足。她喜欢那辆车的样子,也喜欢自己开那辆车时的样子。
但是新英格兰地区只有大约16个星期的时间适合开敞篷车,其他时间不是在下雨就是在下雾、下雪或雨夹雪,还时不时会刮东北风,有时还特别冷。所以我们又看了看,这次把顶棚拉上了。这样,丽塔就能在一个更加实际的框架里进行思考,这使她做决定的难度大大增加了。丽塔所希望的那些特点找不到了。比如说,那时的敝篷车都只有两个门的设计,后坐比普通汽车要小很多,因为可移动的顶棚占了很多空间。把顶棚盖上后,几乎不可能将任何较沉的东西从后座取出或放进去。由于传动装置被抬高了,储物空间只好被最小化处理。此外,不管是否需要,勒拜隆车都会配备一个自动变速箱和动力方向盘。不过,可以选择要不要空调,如果要的话,就属于特殊订购,需要再多等八个星期。而到那时,销售价格也许会变化。以上林林总总的事项都是丽塔所顾虑的东西。
这种情况已经够难选择了,但是更麻烦的是,丽塔一直梦想拥有绚丽的车轮装饰,要想得到这些,她就需要选择B选购计划,而那里面包括了电动窗户、电动门锁以及其他一大堆丽塔觉得并不需要的东西。现在价格上升到了19000美元左右。丽塔开始忧虑了,连续好几天她没再采取任何行动。但到了星期五,她不再犹豫不决,最后下定决心,买一辆红色车身白色顶棚的敞篷车,采取B选购计划或较低一点的型号。于是,我们又回去找出价最低的几个代销商。

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Brand Origin China

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