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销售行业这10年变了吗? – 译学馆
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销售行业这10年变了吗?

Selling in 2019 vs 1999, What Has Changed? | Brian Tracy

数十年前普遍流行的销售方式
The kind of sales that were commonplace decades ago
如今已经换了个模式了
don’t really exist in the same form today.
布莱恩的经历可以证明这一点
Brian can attest to this fact,
他起初是个上门推销的业务员
he started as a door-to-door salesman
他被迫以意外访问的形式进行推销
who was forced to do cold call sales
如今 他负责一家
and is now in charge of
以数据为中心的技术推动型大公司
a large data focused technology driven business.
为了确保你不落后于
To make sure you don’t get left behind
现今的销售数字时代
in today’s digital age of sales,
请听听以下的销售策略
listen to the following ways
随着这些年来的变化
strategies have changed over the years.
理想状态下
Ideally
你可以采取一些
you can take a bit of the past
过去用过的销售方法
in terms of sales approach
包括与别人打好关系
including being good with people
然后利用这些手法提高现在的销售理论
and use it to enhance the sales theories of today
这些理论当然涉及了技术和数据
which typically involve technology and data.
这些年来销售有哪些变化
How sales have changed over the years
你又必须做什么来在今天的商业领域竞争
what you must do to compete in today’s business arena
1. 每一家公司需要存在于网上才能竞争
1. Every business needs an online presence to compete.
随着大多数人
With most people doing their research
通过智能手机或笔记本电脑做研究
via a smartphone or laptop,
所以一家公司在网上的存在比以往更重要了
a business’s online presence is more important than ever.
当然 口碑依然重要
Sure, word-of-mouth still is a thing.
但是 就算有了口碑
However, even with word-of-mouth,
一个设计良好的网站可以给你的潜在客户
a well-designed business website can give potential customers
留下第一印象
a “first impression”” of your business,
这是电话号码或地址无法做到的
they simply can’t get from a phone number or address.
你也许会问你自己在没有网站和移动设备的情况下
You might ask yourself whether or not you can still compete
是否还能竞争
without a website or mobile app.
理论上是可以的 你还可以做生意
Well, technically yes you can still do business,
但是这样只会妨碍自己
but you are handicapping yourself
你为什么要那样做呢?
and why would you do that?
这里有一个有趣的事实
Here’s a fun fact:
超过一半在“在我附近”的搜索
Over half of near me searches will
最终会引导商店拜访
result in an eventual store visit.
所以 让网站或手机app
Therefore, it’s important to have a website or mobile app
在“我的附近”搜索中出现是非常重要的
at the end of a near me search.
这叫做“线上到线下”的转换
This is what is called a “click to brick” conversion.
2. 现在的很多交易是在线上进行的
2. Many sales take place online now.
在商业巨头如亚马逊和其他线上零售商的完善下
Perfected by giants like Amazon and other online retailers,
今天的销售通常是在实体店以外进行的
today’s sales often take place outside of brick-and-mortar stores altogether this
这种变化趋向于提供便利的线上购物
This movement towards the convenience online purchasing offers
意味着你要让顾客有线上购物的选择
means you need to give your customers the option
这样你才能跟得上竞争者
of purchasing online in order to keep pace with your competitors.
想象这一情景
Consider the following scenario,
你和另一家公司以差不多一样的价格售卖类似的产品
you and another company both offer roughly the same product
什么因素会让你的产品突出呢?
what will set your product apart?
当然 可能是你的营销手法
Sure, it might be your marketing.
但是事实可能是
Of course it could also be the fact,
你提供线上购买产品的方式
that you offer your product for purchase online
让顾客无需开车到镇的另一边也能完成交易
without requiring your customer to
提供给他们为产品确认和付款的选项
providing them the option of checking out and paying
在家里就能轻松做到
from the comfort of their home
可以给你的商业提高需求
can give your business the boost it needs
和其他人竞争
to compete against other businesses.
这个做法也让你不必与对方见面就能完成交易
lt also allows you to make a sale without
3. 顾客能获得信息
3. Customers are informed.
现在 潜在顾客只需要点击鼠标
Potential customers are now a quick click away
就能阅读有关你的产品和业务的评价
from finding out all kinds of information about your products
从而获取到各种相关信息
and business in the form of reviews.
这些评价有时候写得很不公平
sometimes these reviews are unfair.
幸好 就算你的业务有了负面的口碑
Thankfully, even a negative buzz around your business
给你机会去回复他们
gives you an opportunity to respond
如果你能专业地应对不公平的批评
and if you handle even unfair criticism professionally,
你的声誉就能得以保全
your reputation will remain intact
甚至有可能改善
and will likely even improve.
4. 业务可以针对特定的顾客
4. Businesses can target specific customers.
现在随着许多企业通过
with the many avenues available to businesses today
追踪顾客的搜索和他们的喜欢来进行商业活动
for tracking customer searches and the like,
锁定某些特定的客户是有可能的
it is possible to specifically target individuals
当他们更有可能购买特定商品
who are more likely to buy a certain product.
这样的事情无时无刻不在发生
This takes place all the time
即便是对于你们而言
even to you.
只要想想看你已经搜索过多少次这个产品的服务
Just think about how many times you have searched for a product of service
然后又在你的社交网站上弹出你看过的相关产品的广告
and then seen an ad for that or something similar pop up on your Facebook feed.
说实在的这有些奇怪 但是这有效果
It’s a bit freaky to be honest but it works,
如今对特定的客户投放特定的线上广告
Specific online advertising geared towards a specific customer
有可能实现的
is now possible
并且这是你应该使用的一种工具
and it’s a tool you should be using.
根据Brian Halligan理论
according to Brian Halligan,
相比于几年前
“People shop and learn in a whole new way
人们购物和了解商品的方式已经截然不同
compared to just a few years ago.
所以生意人需要适应或者冒着灭绝的风险
So marketers need to adapt or risk extinction.”
你 作为一名现代的专业销售员
You as a modern sales professional,
不管你是否有大量或者少数的客户基础
professional whether you have a large or small customer base,
都需要面对上述所列的变化
need to embrace the changes listed above
或者冒着落后于人的风险
or risk getting left behind.
创造一个线上网店
Create an online presence:
如果你还没有一个
If you don’t already have one,
现在就去做
get a website today
然后坚持住
then keep up with it,
加入有趣的内容
adding interesting engaging content.
还有跟踪你的线上网店
Follow up on your business’s online presence as well
回答评论等等
by answering reviews and more.
投入数字化市场策略
Invest in a digital marketing strategy:
无论是使用社交媒体广告
Whether you utilize social media ads,
邮件或者招聘工具
email campaigns or employ tools
追踪潜在客户的购买习惯
that track potential customers purchasing habits.
让你的生意进入数字化市场是必须的
getting your business into the digital marketing world is a must.
更多的信息关于如何确保你的生意
For more information on how to ensure your business
不会在变化中的世界销售中落后于人
left behind in the ever-changing world of sales,
注册得到我们的有帮助的资源是很不同的
sign up for our helpful resources
要么是适应现在的销售 要么是活在过去
that could be the difference between adapting today’s world of sales or living in the past.
如果你喜欢这个视频 觉得很有价值
If you enjoy this video and feel it was valuable.
订阅我的节目 给这个视频点赞
Subscribe to my channel, like this video,
分享这个视频给你的朋友
and share this video with your friends.
别忘记点击屏幕下方的按钮获得免费的礼物
Don’t forget to click the button on the screen
再一次感谢观看
for a free gift. Thanks again for watching!

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视频概述

如何让你的生意适应现在的销售模式,获得市场。

听录译者

收集自网络

翻译译者

Baozi

审核员

审核员#LY

视频来源

https://www.youtube.com/watch?v=Ppgd3GBTi7U

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