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廣電營銷人員不應“瘸腿”

廣電網絡公司上下都對營銷極為重視,提出了營銷單元的發展戰略決策。然而,經過近幾年的工作經歷來看,要做好廣電套餐和相關產品的銷售,我們的營銷能力仍顯不足。

對于營業廳營業員來說,主要工作是做好產品套餐的銷售,只要能夠熟練掌握營銷話術和相關套餐的內容,就能夠滿足日常工作需要。可對于下一步增值業務的開展,需要市場營銷人員與客戶進行大量面對面的溝通,這就不是原來憑著銷售人員的“口若懸河”就可以了,需要銷售人員具備一定的技術功底,這樣的銷售成功率會更大。

現在的客戶中,大多數算得上是“不見兔子不撒鷹”。如果他們看銷售人員只會忽悠,說話不著邊際,那客戶從心里對我們的第一印象就會大打折扣。

對于我們的客戶群,他們最頭疼的是銷售人員“一問三不知”。客戶把關心的問題提出來,我們的銷售人員卻以“我們是跑銷售的,技術上的事情不是我做”來答復,這就在一定程度上造成了溝通障礙。但如果銷售人員能對技術性問題有所了解,在一定程度上回答客戶的提問,就能讓客戶從懷疑你的專業能力轉變為對你的信任,這無疑是一次成功營銷的良好開端。

在當前的情況下,營銷是需要有創新性思維的,對行業前景有一定的認識,清楚行業發展的程度。誠然,要贏得客戶的眼球,對我們的產品進行華麗的包裝是必須的,但如果銷售人員不懂技術,難免會許下一些不切實際、無法達到的預期,交談結束后,把這些預期直接轉嫁到運維和技術部門。而從技術上來講,可能這些預期遠遠超出工作能力。營銷的過程是需要隨機應變的,如果銷售人員對技術一無所知,那就很容易被客戶牽著鼻子走,結果在客戶那里只能是以失敗而收場。

可見,廣電網絡市場營銷人員,需要的是既懂技術又懂營銷的全業務人才。那么,我們就必須加強銷售人員與技術人員的交流,讓每一項業務都有銷售人員和技術人員共同參與,無論是前期聯系還是后期推進,讓他們風險共擔,盈利共享。這樣,銷售人員和技術人員就會本著“理解客戶”的原則,慢慢都變為“技術銷售”,成為合格的廣電網絡市場營銷員。

  • 微笑
  • 流汗
  • 羨慕
  • 流淚

[責任編輯:崔翠翠 許大發]


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