乔吉拉德范文第1篇
乔〃吉拉德也是全球最受欢迎的演讲大师,曾为众多世界500强企业精英传授他的宝贵经验,来自世界各地数以百万的人们被他的演讲所感动,被他的事迹所激励。 三十五岁以前,乔.吉拉德是个全盘的失败者,他患有相当严重的口吃,换过四十个工作,仍一事无成,甚至曾经当过小偷,开过赌场。然而,谁能想象得到,像这样一个谁都不看好,而且是背了一身债务,几乎走投无路的人,竟然能够在短短三年内爬上世界第一,并被吉尼斯世界纪录称为“世界上最伟大的推销员”。 他是怎样做到的呢?虚心学习、努力执着、注重服务与真诚分享是乔.吉拉德四个最重要的成功关键。
他曾经连续15年成为世界上售出新汽车最多的人,其中6年平均售出汽车1300辆。销售是需要智慧和策略的事业。在每位推销员的背后,都有自己独特的成功诀窍,那么,乔的推销业绩如此辉煌,他的秘诀是什么呢?
一、250定律:不得罪一个顾客。
在每位顾客的背后,都大约站着250个人,这是与他关系比较亲近的人:同事、邻居、亲戚、朋友。 如果一个推销员在年初的一个星期里见到50个人,其中只要有两个顾客对他的态度感到不愉快,到了年底,由于连锁影响就可能有5000个人不愿意和这个推销员打交道,他们知道一件事:不要跟这位推销员做生意。 这就是乔〃吉拉德的250定律。由此,乔得出结论:在任何情况下,都不要得罪哪怕是一个顾客。 在乔的推销生涯中,他每天
都将250定律牢记在心,抱定生意至上的态度,时刻控制着自己的情绪,不因顾客的刁难,或是不喜欢对方,或是自己心绪不佳等原因而怠慢顾客。乔说得好:“你只要赶走一个顾客,就等于赶走了潜在的250个顾客。”
二、名片满天飞:向每一个人推销。
每一个人都使用名片,但乔的做法与众不同:他到处递送名片,在餐馆就餐买单时,他要把名片夹在帐单中;在运动场上,他把名片大把大把地抛向空中 名片漫天飞舞,就像雪花一样,飘散在运动场的每一个角落。你可能对这种做法感到奇怪。但乔认为,这种做法帮他做成了一笔笔生意。 乔认为,每一位推销员都应设法让更多的人知道他是干什么的,销售的是什么商品。这样,当他们需要他的商品时,就会想到他。乔抛散名片是一件非同寻常的事,人们不会忘记这种事。当人们买汽车时,自然会想起那个抛散名片的推销员,想起名片上的名字:乔〃吉拉德。同时,要点还在于,有人就有顾客,如果你让他们知道你在哪里,你卖的是什么,你就有可能得到更多生意的机会。
三、建立顾客档案:更多地了解顾客。
乔说:“不论你推销的是任何东西,最有效的办法就是让顾客相信——真心相信——你喜欢他,关心他。” 如果顾客对你抱有好感,你成交的希望就增加了。要使顾客相信你喜欢他、关心他,那你就必须了解顾客,搜集顾客的各种有关资料。 乔中肯地指出:“如果你想要把东西卖给某人,你就应该尽自己的力量去收集他与你生意有关的情报。不论你推销的是什么东西。如果你每天肯花一点时间来了解自己的顾客,做好准备,铺平道路,那么,你就不愁没有自己的顾客。 刚开始工作时,乔把搜集到的顾客资料写在纸上,塞进抽屉里。后来,有几次因为缺乏整理而忘记追踪某一位准顾客,他
开始意识到自己动手建立顾客档案的重要性。他去文具店买了日记本和一个小小的卡片档案夹,把原来写在纸片上的资料全部做成记录,建立起了他的顾客档案。 乔认为,推销员应该像一台机器,具有录音机和电脑的功能,在和顾客交往过程中,将顾客所说的有用情况都记录下来,从中把握一些有用的材料。 乔说:“在建立自己的卡片档案时,你要记下有关顾客和潜在顾客的所有资料,他们的孩子、嗜好、学历、职务、成就、旅行过的地方、年龄、文化背景及其它任何与他们有关的事情,这些都是有用的推销情报。 所有这些资料都可以帮助你接近顾客,使你能够有效地跟顾客讨论问题,谈论他们自己感兴趣的话题,有了这些材料,你就会知道他们喜欢什么,不喜欢什么,你可以让他们高谈阔论,兴高采烈,手舞足蹈。只要你有办法使顾客心情舒畅,他们不会让你大失所望。”
四、猎犬计划:让顾客帮助你寻找顾客。
乔认为,干推销这一行,需要别人的帮助。乔的很多生意都是由“猎犬”(那些会让别人到他那里买东西的顾客)帮助的结果。乔的一句名言就是“买过我汽车的顾客都会帮我推销”。 在生意成交之后,乔总是把一叠名片和猎犬计划的说明书交给顾客。说明书告诉顾客,如果他介绍别人来买车,成交之后,每辆车他会得到25美元的酬劳。几天之后,乔会寄给顾客感谢卡和一叠名片,以后至少每年他会收到乔的一封附有猎犬计划的信件,提醒他乔的承诺仍然有效。如果乔发现顾客是一位领导人物,其他人会听他的话,那么,乔会更加努力促成交易并设法让其成为猎犬。
实施猎犬计划的关键是守信用——一定要付给顾客25美元。乔的原则是:宁可错付50个人,也不要漏掉一个该付的人。 猎犬计划使乔的收益很大, 1976年猎犬计划为乔带来了150笔生意,约占总交易额的三分之一。
乔付出了1400美元的猎犬费用,收获了75000美元的佣金。
五、推销产品的味道:让产品吸引顾客。
每一种产品都有自己的味道,乔〃吉拉德特别善于推销产品的味道。与“请勿触摸”的作法不同,乔在和顾客接触时总是想方设法让顾客先“闻一闻”新车的味道。他让顾客坐进驾驶室,握住方向盘,自己触摸操作一番。 如果顾客住在附近,乔还会建议他把车开回家,让他在自己的太太、孩子和领导面前炫耀一番,顾客会很快地被新车的“味道”陶醉了。根据乔本人的经验,凡是坐进驾驶室把车开上一段距离的顾客,没有不买他的车的。即使当即不买,不久后也会来买。新车的“味道”已深深地烙印在他们的脑海中,使他们难以忘怀。 乔认为,人们都喜欢自己来尝试、接触、操作,人们都有好奇心。不论你推销的是什么,都要想方设法展示你的商品,而且要记住,让顾客亲身参与,如果你能吸引住他们的感官,那么你就能掌握住他们的感情了。
六、诚实:推销的最佳策略诚实,是推销的最佳策略,而且是惟一的策略。但绝对的诚实却是愚蠢的。
推销容许谎言,这就是推销中的“善意 谎言”原则,乔对此认识深刻。诚为上策,这是你所能遵循的最佳策略。可是策略并非是法律或规定,它只是你在工作中用来追求最大利益的工具。因此,诚实就有一个程度的问题。 推销过程中有时需要说实话,一是一,二是二。说实话往往对推销员有好处,尤其是推销员所说的,顾客事后可以查证的事。乔说:“任何一个头脑清醒的人都不会卖给顾客一辆六汽缸的车,而告诉对方他买的车有八个汽缸。顾客只要一掀开车盖,数数配电线,你就死定了。” 如果顾客和他的太太、儿子一起来看车,乔会对顾客说:“你这个小孩真可爱。”这个小孩也可能是有
史以来最难看的小孩,但是如果要想赚到钱,就绝对不可这么说。 乔善于把握诚实与奉承的关系。尽管顾客知道乔所说的不尽是真话,但他们还是喜欢听人拍马屁。少许几句赞美,可以使气氛变得更愉快,没有敌意,推销也就更容易成交。有时,乔甚至还撒一点小谎。乔看到过推销员因为告诉顾客实话,不肯撒个小谎,平白失去了生意。顾客问推销员他的旧车可以折合多少钱,有的推销员粗鲁地说:“这种破车。”乔绝不会这样,他会撒个小谎,告诉顾客,一辆车能开上12万公里,他的驾驶技术的确高人一等。这些话使顾客开心,赢得了顾客的好感。
七、每月一卡:真正的销售始于售后。
乔吉拉德范文第2篇
Facts About France
Official name French Republic Capital Paris Official language French Population 64,100,000 people Rank among countries in population 21st Major cities Paris, Marseille, Lyon, Toulouse
210,000 square miles Area
544,000 square kilometers Rank among countries in area 47th
Mont Blanc Highest point
15,782 feet/4,810 meters Currency Euro
VARIED LANDSCAPES France is the biggest country in western Europe. Most of the land in the north is flat and close to sea level. Hills cover central and southern France, and huge mountains rise along the country’s borders. The Pyrenees divide France from Spain, its neighbor to the southwest. The Alps mark its border with Italy and Switzerland to the east. Most of France has mild weather. However, the French Alps get plenty of snow. Some of the world’s finest ski resorts are found here. In the southeast, France borders the Mediterranean Sea. The coast along the Mediterranean is called the Riviera. Warm, dry weather and beautiful scenery make the Riviera a famous winter resort. It’s long been associated with wealth and glamour. THE FRENCH COUNTRYSIDE The French countryside is divided into tidy farms and dotted with pretty towns. Here and there, old castles loom on hills. The castles were built hundreds of years ago, when nobles ruled France. Big rivers, like the Loire and the Seine, provide water for French farms. Canals connect the major rivers in France. People can travel on this network of waterways. The canals are like an extra set of highways. WINE AND CHEESE Vineyards and dairy farms in the countryside produce products for which France is best known. Vineyards grow grapes that are made into wine. Cheese comes from the dairy farms. France produces more wine than any other country in the world. Bordeaux, Burgundy, and Champagne are important grape-growing regions in France. All three have given their names to kinds of wine. France also is known for producing some of the best cheeses in the world. They include Camembert, chèvre (made from goat’s milk), and Roquefort. THE CAPITAL OF FUN Three-fourths of the people of France live in cities and towns. France has ports, such as Marseille, and factory towns, such as Lyon. Paris, however, is by far the most important French city. About 10 million people live in and around this lively and lovely city. Artists have long been drawn to Paris. A famous art movement called impressionism was born here. The best-known museum in France—the Louvre—is in Paris. The Louvre contains one of the world’s most famous paintings, the Mona Lisa by Leonardo da Vinci. Tourists also love Paris for its nightlife, restaurants, and sidewalk cafés. They flock to see beautiful buildings such as Notre Dame, a huge church that is more than 700 years old. They visit the Eiffel Tower, a Paris landmark that’s nearly 1,000 feet (300 meters) high. THE BIRTH OF FRANCE Paris was founded more than 2,000 years ago. It was just a small town until the AD 800s. At that time, France was the western part of a big empire built by a tribe called the Franks. The greatest king of the Franks was Charlemagne. He ruled from 768 to 814. After his death, his three grandsons divided his empire. The western part eventually became France. For about four centuries, the kings of France had little power. During a conflict with England, the French came to think of themselves as a nation. The conflict, known as the Hundred Years’ War, lasted from 1337 to 1453. After the war, the power of the French king began to grow. The king’s power peaked with Louis XIV, who ruled from 1643 to 1715. He was known as the Sun King because he took the Sun—the brightest star in our sky—as his symbol. Louis XIV built the world’s grandest palace at Versailles, just outside Paris. All over Europe, people came to think of Paris as a center for art, culture, and fun. THE FRENCH REVOLUTION The fun didn’t last. The king and the members of his court lived splendidly, but the French people were dreadfully poor. In 1789, the poor rebelled. They overthrew the king and the nobles. They demanded liberty and equality for all. These events began the French Revolution, which lasted until 1799. After the revolution, a military leader named Napoleon seized power in France. He led French armies as they conquered much of Europe. Britain and Russia joined forces to defeat him. TODAY’S FRANCE