建立客户忠诚度是否很难？

作者有话说

Dear SalesExecutive:

各位销售精英，大家好：

How

difficult is it to learn how to sell like a true professional, and then

go out and excel on the job every day? A lot of salespeople don’t

achieve the first goal, much less the second, in their entire careers.

学习如何像真正的专业人士一样销售，每天都出色的完成工作然后出去玩，这有多困难吗？很多销售人员在整个职业生涯中都没有实现第一个目标，更不用说第二个目标了。

Now,

how difficult would it be for every customer-contact person in your

company to learn how to communicate in a way that increases customer

loyalty in every customer interaction, every day?

现在，每天学习如何在每次客户互动中提高客户忠诚度的方式,对公司中的每位客户联系人来说都很困难。

Sounds even more daunting, right? Well, it actually doesn’t have to be very hard. Let me explain.

听起来更令人生畏，对吧？实际上不一定非常难。下面我来说说。

We are committed to your professional success.
我们致力于您的事业成功。



Duane Sparks杜南•斯巴克斯

Author of Action Selling行动销售作者

Good

sales training can teach you how to make more sales. Great sales

training teaches you how to create more customers who are fiercely loyal

to you and your company.

良好的销售培训可以教你如何进行更多的销售。出色的销售培训教会您如何创建更多忠诚于您和您公司的客户。

The

same principle applies to training that teaches any customer-contact

people—service reps, technicians, marketers—how to communicate with

customers in a way that builds stronger relationships.

同样的原则适用于培训任何客户联系人 ，服务代表，技术人员，营销人员教会他们在与客户沟通时如何建立更牢固的客户关系。

Whether

the issue is sales or customer communications, genuinely great training

should produce lasting loyalty gains over a long period of time.

Customer loyalty should just keep on growing—a snowball effect. For that

to happen, the training somehow has to enable ordinary employees to

become extraordinary. And for that to happen, the training has to impart

knowledge and skills that can be used every day by average people in

the real world.

无论问题是销售还是客户沟通，真正出色的培训都可以在很长一段时间内产生持久的客户忠诚度。客户忠诚度应该继续增长 ——雪球效应。要做到这一点，培训必须让普通员工变得不平凡。为此，培训必须传授现实世界中普通人每天都可以使用的知识和技能。

If

training is going to impart such skills, the sales and/or communication

system being taught must be, a) easy to learn and, b) practical and

flexible enough to use on the job every day.

如果培训要传授这样的技能，那么所教授的销售和/沟通系统必须是：

a）易于学习；

b）实用且足够灵活，可以每天在工作中使用。

With

all due modesty, I happen to know of a great sales system that also

works as a great customer-communication system. It is practical,

flexible, and easy to learn. That very point is made in a LinkedIn

message I received recently from Justin Kurtz, an interactive print

consultant at Mines and Pines, a publishing company in Grand Rapids,

Minn. “I want to share with you just how wonderful Action Selling is,”

Kurtz writes. “I live by the steps every day. I have been the top

performer at every business I’ve worked at because of Action Selling. If

only other people could realize how easy it is! Thank you.”

尽管如此，我恰好知道一个伟大的销售系统，它也可以作为一个伟大的客户沟通系统。它实用、灵活且易于学习。我最近从明尼苏达州大急流城的出版公司Mines and Pines的互动印刷顾问Justin

Kurtz那里收到的LinkedIn消息中提到了这一点。Kurtz写道“我想与你分享绝妙的行动销售”。“我每天都活在进步中。因为行动销售，我在工作过的企业中都是最佳表现者。真希望其他人能够意识到它的好！谢谢。”One

reason why Action Selling is so easy to grasp, learn, and apply is

because the training does not waste time and energy trying to teach

dozens of skills or loads of forgettable information. Instead it focuses

on Five Critical Skills that research has shown to be the biggest

contributors to sales success. Those skills are practical and flexible

enough to apply every day, with any customer.

行动销售容易掌握、学习和应用是因为该培训不会浪费时间和精力去尝试教授数十种技能或大量容易忘记的信息。相反，它专注于五项关键技能，研究表明它是销售成功的最大贡献者。这些技能实用且灵活，方便每天与任何客户应用。

All

five skills (such as Asking the Best Questions and setting Commitment

Objectives) ultimately aim at building stronger relationships and

earning loyalty from customers. All five are useful not only for

salespeople on formal sales calls but in any customer-contact situation.

With a few minor changes in terminology and emphasis, the expertly

designed training programs that teach Action Selling to salespeople in

an easy-to-learn way can serve equally well to turn any customer-contact

people into Customer Relationship Professionals (CRPs).

所有五项技能（如提出最佳问题和设定承诺目标）最终旨在建立更牢固的关系并赢得客户的忠诚度。这五项技能不仅适用于正式销售拜访的销售人员，也适用于任何客户联系情况。通过术语和重点方面的一些细微变化，专业设计的培训计划以易于学习的方式向销售人员教授行动销售，可以很好地将任何客户联系人转变为客户关系专业人员（CRP）。

Our

new program, Customer Relationship Professional, has been created to do

exactly that. What do CRPs do that ordinary customer-contact people

don’t? They generate loyalty. In every customer interaction. Every day.

我们的新计划Customer Professional就是为了实现这一目标而创建的。哪些是普通客户联系人没有做，CRP做的？每天他们与客户互动中容易产生忠诚度危机。

How

can Action Selling merge selling skills with customer-relationship

skills in a useful, productive, and “everyday” way? Because it is based

on the best-documented sales-and-communication process in the training

industry. The system corresponds to a proven decision-making process

that every customer follows. Action Selling teaches skills that really

work in the real world. Therefore, people who learn it actually practice

it. Every day.

行动销售何以有用？高效和“日常”的方式将销售技巧与客户关系技能相结合。因为它基于培训行业中记录最好的销售和沟通流程。该系统对应于每个客户遵循的经过验证的决策过程。行动销售教授在现实世界中真正有效的技能。因此，学习它的人实际上是每天都在应用它。

What happens when you practice something every day? It gets easy.
每天练习会发生什么？这很容易知道。

微信号：actionselling



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