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卡耐基推销的艺术:开发潜能赢得客户的智慧

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卡耐基推销的艺术:开发潜能赢得客户的智慧

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戴尔·卡耐基是20世纪最伟大的成功学导师。他运用心理学和社会学知识,对人类共同的心理特点进行探索和分析,开创和发展了一套独特的融演讲、推销、为人处世及智力开发于一体的成人教育力式。接受过卡耐基教育的有社会各界人士,从中获益匪浅。在《卡耐基推销的艺术(开发潜能赢得客户的智慧)》中,卡耐基将告诉你开发潜能赢得客户的智慧。
Author Description

戴尔·卡耐基(Dale Carnegie,1888年11月24日-1955年11月1日),20世纪最伟大的成功学大师。美国著名的的心理学家和人际关系学家。被誉为“成人教育之父”、“人际关系学鼻祖”、“人性教父”。卡耐基一生致力于人性问题的研究,运用心理学和社会学知识,对人类共同的心理特点,进行探索和分析,开创并发展出一套独特的融演讲、口才、人际关系、潜能开发于一体的成人教育系统。卡耐基开创的“人际关系培训班”遍布世界各地,接受培训的有社会各界人士,其中不乏军政要员,甚至包括几位美国总统,千千万万的人从卡耐基的教育中获益匪浅。
卡耐基的思想和观点在美国大萧条时代得到广泛的传播,至今在全世界范围内产生深远影响每当经济萧条、社会冲突、人生挫折等恶魔正在磨灭人类追求美好生活的心灵时,卡耐基的精神和思想,就成了人们走出迷茫和困顿的最有力的支撑。给人以安慰和鼓舞,使人从中汲取力量,从而改变牛活,开创崭新的人生。
Catalogue

序言 成功推销的魔法
前言 从优秀到卓越

第一篇 接近客庐的秘诀
第1章 激发客户的强烈需求
第2章 不要直接抛粗缆绳
第3章 如何与客户预约
第4章 和客户交朋友
第5章 微笑待人
第6章 牢记客户的姓名
第7章 学会倾听

第二篇 如何赢得客庐的信任
第1章 做一个值得信赖的人
第2章 不断地了解自己的事业
第3章 夸赞你的对手
第4章 不要夸大其词
第5章 让自己看起来是最棒的
第6章 真诚地赞美和欣赏客户
第7章 让客户多表现自己
第8章 勇敢地承认自己的错误

第三篇 如何让客户赞同你
第1章 永远不要争辩
第2章 友善地与客户打交道
第3章 使客户一开始就说“是”
第4章 让客户觉得是他自己的主意
第5章 从客户的立场看问题
第6章 发挥同情的威力
第7章 激发客户的高尚动机
第8章 戏剧化地表达你的想法

第四篇 如何更好地说服客户
第1章 千万不要喋喋不休
第2章 委婉地提醒客户的错误
第3章 迎合客户的兴趣
第4章 让客户感到自己很重要
第5章 给客户戴“高帽子”
第6章 寻找客户拒绝购买的真正原因

第五篇 克服忧虑快乐推销的诀窍
第1章 将推销变成有趣的工作
第2章 培养积极的心态
第3章 充满激情地投入推销
第4章 过好今天的每一刻
第5章 消除忧虑的灵丹妙药
第6章 如何减少工作中一半的忧虑
第7章 清除思想上的忧虑
第8章 克服忧虑的心理

第六篇 推销员口才训练
第1章 快速获得当众演讲的技巧
第2章 培养当众说话的勇气和信心
第3章 让演讲充满旺盛的生命力
第4章 打开听众的心扉
第5章 如何激励和打动听众
第6章 走向成功的第一要诀

第七篇 顺利成交的技巧
第1章 让客户帮你推销
第2章 创造推销奇迹的信函
第3章 向客户请教
第4章 完成推销的七项原则
第5章 敢于承认自己的恐惧
第6章 养成良好的工作习惯

附录 自我推销的技巧
后记
Introduction

成功推销的魔法
弗兰克·贝特格
在一次偶然的机会,我和戴尔·卡耐基登上了同一列火车。戴尔是去田纳西州的孟斐斯做演讲。
旅途中,戴尔对我说:“弗克兰,我去美国商会主办的一个训练班演讲,你为什么不和我同去,给学员们讲讲推销方面的内容?”
我认为戴尔是在开玩笑,就说:“你知道,戴尔,我甚至没有从一所正规学校毕业,怎么能去演讲呢?”
戴尔说:“你只需讲述你在推销中是如何从失败走向成功,以及你在推销中是怎么做的,这就行了。”
我考虑了一下,回答说:“好吧,这一点我还是做得到的。”
在以后不长的时间里,我和戴尔走遍了全美国。面对那些热心的听众,我们几乎每周都要演讲三天。
然而,我可不是生来就会演讲的,如果不是因为结识了卡耐基先生,我根本不可能取得今天这样的成就。
我在干推销的第一年,由于收入太低而不得不再干另一份工作,去斯古斯摩尔学院的棒球队当教练。
一天,我接到了宾夕法尼亚州切斯特里基督教男性青年会的一份请柬,邀请我参加他们组织的一场演讲会,演讲名叫“清洁语言、清洁电话、清洁体育活动”,并要求我做演讲。我知道这个演讲活动非常重要,所以我不能推托。然而,我也知道自己并没有勇气当着那么多人的面演讲,有时我即使对一个陌生人说话都会感到羞怯。正是这种性格因素,导致我在很多情况下丢掉了生意,而难以获得成功。
第二天,我来到了费城基督教男性青年会,打听有没有什么培训班为公共场所演讲进行培训的。这个组织的教育主任对我说:“我们正好有你需要的,请跟我来。”
我跟着他,穿过一条长廊,来到了一间里面坐满了人的屋子。一个人刚做完演讲,另一个人正在对他的演讲进行评论。我们在后面坐了下来,那位教育主任小声地对我说:“这就是当众讲话训练班。”而我以前根本就没有听说过这么一个训练班。
正说着的时候,又有一个人站起来演讲。他太紧张了,但也正是他那紧张的样子激发了我的勇气。我想:“千万不要像他那样,我的演讲一定要声音洪亮而流利。”
没过多久,给刚才的演讲者做评论的那个人走了过来,教育主任将我介绍给了他,我这才知道他的名字——戴尔·卡耐基。
我对他说:“我想参加这个培训班。”
他回答道:“这个培训班的课程已经上完一半了。”
我说:“不,我现在就要参加。”
卡耐基先生笑了笑,握住我的手,说道:“好吧!下一个就由你来讲。”
毫无疑问,我紧张极了,但我还是努力地想告诉大家,我为什么来这里,可是紧张的情绪控制了我,使我连一句“你好”都说不出口。后来,我参加了一系列训练,还参加了每周的例会。
30年前的那一幕至今还深深地印在我的脑海中,那一切已经成为我人生当中最重要的经历之一——
两个月后,我去切斯特基督教男性青年会做了一次演讲。这时,我已经能够轻松地对人们讲我个人的经历了。我给他们讲了我在棒球队的经历,以及我是如何从重要的联赛中退出来的,甚至还讲了我在球队时的室友米勒·霍金斯的故事。
整个演讲进行了将近一个半小时。演讲结束之后,有二三十个听众跑上来和我握手,告诉我他们深受感动,就连我自己对这次演讲能取得这样的效果也感到震惊。
演讲的成功让我感受到了喜悦,也让我获得了前所未有的自信。这简直就是奇迹——要知道,我在两个月之前还害怕在公共场合讲话,而现在我却能通过演讲使上百人聚精会神地听我讲述我自己的人生历程。这两个月的演讲训练彻底改变了我。每25分钟一次的演讲训练所获得的效果,比起一整天坐在训练班中却一言不发地当听众的效果要好得多。
令我惊喜的另一件事情是,当众演讲给我的推销带来了新的机会。
在切斯特的演讲结束之后,伯顿·维克斯先生——这次演讲的主持人、德拉威尔县的知名律师——亲自送我上了火车。就在我登上火车时,他对这次演讲说了一些表示感谢的话,还邀请我有机会再来。他接下来的话更让我兴奋。
他说:“我和一个同事最近还在讨论买保险的事情呢。”他的话还没有说完,火车就启动了。
“有机会再来!”这还用说吗?我当然不会放过这样的机会。
几年后,维克斯先生当上了世界第二大汽车俱乐部——克斯通汽车俱乐部的主席,也成了我最要好的朋友,他是对我的推销业务影响最大的人。
没有什么比那次演讲训练更能使我获得自信和勇气的了。正是那次演讲训练增加和激发了我的激情,使我更善于向别人表达我自己的想法,并彻底摧毁了我曾不得不面对的内心当中最强大的敌人——恐惧。
凡是我所见过的成功的推销人士,无不充满了勇气和自信,他们都能够自如地表达自己的感受。当我不再害怕当众讲话之后,我和别人私下里交谈时就更加自如了。正是这个训练使我突破了原有的极限,发掘了自己的潜能,眼界更加开阔了,也使我的职业推销生涯进入了一个崭新的境界。
因此,凡是有志于将推销当作终生职业的人士,如果能将卡耐基课程中的知识应用到推销实践中去的话,一定能摆脱当初困扰我的烦恼,成为一名优秀的推销员。

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