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Cross-Selling Takes Teamwork

(2008-11-23 23:34:55)
标签:

音乐

交叉销售

and

to

of

杂谈

分类: 知识分享

 

Progressive team understands the power of cross-selling, and recognizes it as a critical component for promoting both customer retention and revenue growth.

 

 

前进的团队懂得交叉销售的力量,而且认可它是作为促进顾客保留和收入增加一个决定性成分。

 

 

 

 What is cross-selling?

 

 

什么是交叉销售?

 

 

 

 

 

Cross-selling is nothing more than team-selling with other specialists within your own hotel, all working in partnership on behalf of the customer’s best interest. It is a proactive, ongoing sales process designed to provide your existing customers with a full range of your company’s products and services.

 

 

交叉销售不仅仅是在您自己的酒店里随其他专家而团队销售,所有的合作工作了代表顾客最大利益。它是前摄的、持续的销售过程被设计为您的现有顾客提供您们公司全方位的产品和服务。

 

 

 

 

 

The good news is,

 

 

好消息是,

 

 

 

 

 

           Cross-selling is one of the most profitable and least risky endeavors a company can undertake.

 

 

交叉销售是公司最有利益的和所能承担的最少风险的努力。

 

 

 

 

 

The bad news is,

 

 

坏消息是,

 

 

 

 

 

ii          If your cross-selling program is not properly administered and monitored you run the risk of losing customers and creating conflict within your sales team. Not surprisingly, two of the key elements that make cross-selling work are trust and convenience.

 

 

如果交叉销售中不恰当的管理和监控您就会冒着失去顾客的风险和在您的销售团队中制造冲突。毫不奇怪,进行交叉销售工作的两个关键元素是信任和便利。

 

 

 

 

 

Our customers already possess a degree of trust in our hotel, and this can be converted into additional sales that are not directly related to their existing products. Some might suggest that customers are irritated by cross-selling and perceive it as an aggressive sales approach. Interestingly enough, consumer research indicates that the reverse is actually true.

 

 

我们的顾客已经对我们的酒店拥有一定程度的信任,并且这可能被转变成他们对现有产品间接相关的附加销售。有人可能会建议由交叉销售刺激顾客并认可它作为积极主动的销售方式。足够有趣的是,消费者研究表明相反实际上更真实。

 

 

 

 

 

Most customers prefer a full spectrum of products and services and appreciate the convenience that is provided through a comprehensive cross-selling approach.

 

 

多数顾客更喜欢多领域的产品和服务同时赞赏由全面交叉销售方式提供的便利。

Key to Achieving Cross-selling Success   

 

 

 

达到交叉销售成功的关键

When developing a cross-selling program, it is critically important that everyone in the organization buys into the philosophy and fully participates in the program. The foundation of every successful cross-selling program is rooted in a strong incentive system based on personal recognition and reward. Because of the complexity, there also needs to be a standardized software tracking system in place to monitor compliance and coordinate cross-selling activities between specialists. The true value of any sales program can only be measured through the customer’s eyes. Steps should be taken to actively survey customer satisfaction through the process. Once a company links specialists, business processes, and data they make it easy for their salespeople to act on behalf of their customers.

 

 

当开发交叉销售项目时,它是重要地大家在充分地参加项目。每个成功的交叉销售的基础根源于一个热忱系统根据个人认识和财政奖励。由于复杂,并且在专家之间需要是一个规范化的软件跟踪系统监测服从和同等的交叉销售活动。任何一个销售项目的真实价值只可能通过顾客的眼睛衡量。应该积极地通过过程采取步骤调查顾客满意度。一旦公司连接专家、业务流程和数据使销售员的行动更容易代表他们的顾客的利益。

Companies that fail to implement an effective cross-selling program actually do a disservice to their customers and in effect, leave the backdoor open to their competitors.

 

 

不能实施有效的交叉销售项目的公司实际上危害了他们的顾客,并且对他们的竞争者打开了的后门。

 

What Makes Cross-selling Work?

 

 

 

 

 

Cross-selling begins with uncovering your customer’s needs and laying the groundwork for other specialists to assist you in the selling process. The best place to introduce your customer to the concept of cross-selling is during your initial needs analysis meeting. It is important that you inform your customer early in the needs analysis process that you do not work alone, but represent one aspect of a team of specialists all working to help them achieve their goals. When you cross-sell you don’t claim to be the expert, you are more of a partner in the process, guiding your customer toward another qualified specialist within your company. You are responsible for setting the tone and preparing your customer for a smooth transfer to an additional specialist.

 

 

交叉销售从揭示您的顾客需求和其它专家协助您在销售的过程中。介绍给您的顾客交叉销售概念的最佳地方是在您最初需要分析的会议期间。重要的是您通知您的顾客及早在需要分析过程中您工作不是单独的,代表专家团队的一个方面所有工作帮助他们达到他们的目标。当交叉销售时您不被要求是专家,您在过程中更多的是一个伙伴,引导您的顾客往您的公司内其它合格的专家。您负责的口气圆滑的为您的顾客转换到另一名专家。

Unfortunately, many managers fail to do thorough needs analysis and as a result, frequently do not identify potential products and services that fall outside of their area of expertise. Ask questions and take good notes. Ask about their goals and what concerns them. When you discover an area of potential need, be certain to ask your customer what steps they have taken, if any, to address the concern. This collaborative approach also helps you view yourself as a planning partner. Effective cross-selling is all about guide self-discovery. Though a series of thought provoking, open-ended questions, successful salespeople assist their customers to uncover potential.

 

 

不幸的是,许多经理不做详尽的必要的分析就下结论,频繁地涉及他们的专门知识领域外的产品和服务。问问题和记好笔记。询问他们的目标和他们关心的是什么。当您发现潜在的需要领域,肯定的询问您的顾客他们采取了什么样的步骤,如果有,多多关心。这种合作方式同时帮助您把自己看作是合作伙伴。有效的交叉销售能引导发现自我。虽然一系列挑战性的想法,无固定答案的问题,成功的销售员能协助他们的顾客激发潜力。

During the needs analysis interview, I highly recommend the use of a checklist that incorporates all of your company’s products and services. Relying on your memory alone is a poor business decision, so taken the time to job down key information. The integration of customer information and behind the scenes paperwork is essential to facilitate a seamless handoff.

 

 

在期间需要分析采访,我高度推荐用清单列出所有您公司的产品和服务。依靠您个人的记忆是粗劣的商业决策,因此需要花点时间记下关键信息。在幕后客户信息的综合化和文书工作根本促进一次天衣无缝的移交。

Would You Like Fries With That?

 

While you may not have recognized it was happening, the last time you ordered from a fast food restaurant there is a good chance you experienced cross-selling. Cross-selling is a well-established and highly effective marketing practice utilized by a wide variety of industries, ranging from financial institutions to fast-food restaurant. When you cross-sell related products and services to your existing customers, you are making a smart decision. Developing a systematic approach to cross-selling brings in additional revenue with relatively low expense and effort. Marketers wrack their brains and develop expensive advertising campaigns solely designed to get prospects to focus on their offers. When you cross-sell to existing customers, you don’t have to compete for their attention. In addition to generation new sales, cross-selling promotes customer loyalty and as a result, keeps competitors at arms length and your business on the books.

 

 

也许当您还没意识到它其实已经发生了,上次您从快餐餐厅预定快餐时就是一个体验交叉销售的不错机会。交叉销售是根基稳固的和由各种产业运用的高度有效的市场销售实践,范围从财政机关到快餐餐厅。当您对您的现有顾客用交叉销售提供相关产品和服务, 您做出了一个明智的决定。开发一种系统的交叉销售方式能用相对低的费用和努力带来额外的收入。销售人用尽头脑发展把期望集中于打昂贵的广告战。当您在您的顾客中运用交叉销售时,您不需要为他们的注意力竞争。除引起产生新的销售外,交叉销售的结果是促进顾客忠诚度,

 

 

 

 

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