Ging vin : Tin s L Duy nEmail : ledoduyan@yahoo.com- 0918980958 Tho lun nhm Tr chi Nghin cutnh hung Hi pAnh Ch hy t tn nhm slogan nhm (khu hiu)Anh - Ch hy lit k mong i ca Anh - Ch khi tham gia kha hc ny Hiu c tm quan trng ca vic bn hng v bn cho sn phm. Nm vng quy trnh bn hng, cch thuyt phc khch hng gia tng khch hng v tng doanh s bn hng. Trang b kin thc v k nng bn hng nhm mc ch gia tng li th cnh tranh.Phn I. Tng quan ca hot ng bn hng.Phn II. K nng bn hng chuyn nghip. Hiu v ngh bn hng gia tng gi trcnh tranh.Phn III. K nng giao tip v cc k nng btr.Phn IV.Tm l Tnh cch khch hng thhin trong giao tip ng x.NaN IT0N0 00aN 9 N0aT 00N0 8aN NaN0La mot nghe thuat xay dng moi quan he. Kham pha va ap ng nhu cau cua KHBN HNG Ban hang la khoa hoc Hay hoc lay khoa hoc ve ban hang va bien no thanh mot NGHE THUATNaN IIK NNG BN HNG C BNThu ht khch hng v ph v tng bng? Bin mt i tng khng mn m tr thnh thnh gi nhit tnh nh th no?Lm th no to dng nim tin v mi quan h tt p? Tho lun nhmBN C 15 30 GIY GY N TNG, BN S LM NH TH NO ? PHONG CCH 40%Lch s, chn thnh, lanhli KIN THC 20%Sn phm/Dch v, thtrng, Cng ty, Khchhng. TRNH BY TT 17%R rng, chnh xc, c schun b tt NHY CM VI NHNG NHU CU CA KHCH HNG 10%Lng nghe, khng c gng bn hng khi cha c nhu cu TNH TON THI GIANng hn, chnh xc v mt thi gian, khng lng ph thi gian V B NGOI 9%Chnh t thch hp vi hon cnh PHONG CCH QU TKiu cng, khng tn trng, khng lch s, hay ngt likhch hng TRNH BY TI 23%Chun b km, s dng cngc h tr khng tt, lm li THIU KIN THC V THNG TIN 20%Sn phm dch v, gi c, cc iu kin LNG PH THI GIAN 14%Chm tr, ni linh tinh,ni qu nhiu hay qu di THC P 13%Huynh hoang, hung hng DIN MO 4%Lum thum, d bn, khng thch hp cc tnh hungHNH NH CHUYN NGHIPCNG C H TRBN HNGTM L THOI MI,T TIN20Taynh mtT thC chBan Hang La Mot Qua Trnh laa Tle 6ku aag, trong o ngi ban:Cung ca thong tin, giJi thieu san ham.Thuyet huc khach hang, lam thoa man nhu cau, dong cJ mua sam cua khach hang.Ban va da ung (huc vu) hJn su mong dJi cua khach hang.Lit k tt c cc nguyn nhn lm mt khchhng, khch hng khng hi lng,khch hng bi m cc thnh vin trong nhm tng bit, tng tri qua trong thc t.Lu : Mi t Stick notes ch ghi 1 nguyn nhn. Nhm thng cuc l nhm c s lng Stick notes nhiu nht.Ih04 M4N Kh40h h4N0040 0 I0 54N Fh4M040 0 I0 Ih04N IIN040 0 I0 00N N000I- 68%: Bt mn vi Dch v Khch hng (Dch v Khch hng qu t)- 14%: Sn phm9%: Gi c5%: Nghe li ngi khc3%: Di chuyn1%: Cht1% 3% 5% 9% 14% 68%TI SAO KHCH HNG RI B CHNG TA? 15% do thiu o to (sn phm v k nng bn hng). 20% K nng ni v vit qu km. 15% Ngi lnh o km hiu bit.50% Do bn thn ngh s tht biPHM CHT THI Kht vng chin thng Cam kt, trung thc Lch thip, chu o Kin tr, sng to 7 Thi quen ca ngiThnh tKIN THC Hiu bit v ngnh ngh Hiu bit v sn phm Hiu bit th trngK NNG Giao tip tch cc, ch ng Lng nghe, thu hiu nhu cu Trnh by thuyt phc Chm sc khch hng X l thc mc, phn i Gii quyt vn Thng lng, m phnT NNNG Bcn cn phcm(Dcnh mUc, ccc c|em, |c| |ch) Bcn y lUcng Bcn lU vcnNo|oc Ihoo|Iroo do|Ihou h|eu8on hongBan San PhamBan y tngBan na t vanBan t vanBn nhng th khch hng CN v HIU.Thu thp thng tin c nhn.Xy dng quan h bn b vi khch hng.Xy dng mi quan h khng kht.Tm kim nhng im chung.Xy dng nim tin.Tm kim nhng th v v l ngi hi hc.ng bn hng MT CCH SCH V. ac iem:ac tnh san pham: Kch c, hnh thcchat lieu bao b, hng dan s dung; cac chat tao thanh chu yeuac tnh chng trnh, y tng:Ten chng trnh, cac iem quy nh, cach thc tham gia, thi han, tieu ch Li ch:Bao gom:Gia canh tranhUy tn san phamLi nhuan thu cDch vu CSKHGhi nh:khA6h hAh kkaag mua nhng Jac Jlem cua san pham... ... Ngi ta ck mua Ll 6h cua san phamTHAN THIEN ANG TIN CAY. NANG ONG THCH NG NHANH.KIEN TR - SANG TAO KHAC BIET.KH CHAT HNG NGOAI.NH V BAN THAN TCH CC.KHA NANG XAY DNG CAC MOI QUAN HE.KHA NANG HOAN TAT THNG VU.Hy i x vi Khch hng nh cch bn mun c i x!NaN IIIK NNG GIAO TIP V CC K NNG B TRinpiPhng tienNhieuNhieuNban tboc ca nbanTrang tbai cam xoc8o| conhOuyn |ctang ngbc cbon Ioao tin cayQoa taiLaai? Ton trong ban than Ton trong ngikhac Trach nhiem vicong viecPhat trien ban thanao cCo tbai do song tcb coc Suy ngh Li noi Hanh ongNng lcTc phongGi trHoy cu xu vo|mo| nguo| Iheo cochmo bon muon hocu xu vo| m|nh 1. Ouon Iom2. Hop Ioc3. Ch|o se am me cong viec Luon chu y en chatlng at quyen li Khachhang tren quyen li canhan.Lun CIXy dng n ci t tri tim.Tng cng s hp tc v phthuy sc mnh ca tp th.Th hin : Thin chT tinBiu hin yu yu nghChn thnh, thn thinPhng php sandwich THC HNH K NNG T CU HI (20 PHT) Mi i b mt tho lun v chn mt con vtm i yu thch, ghi tn con vt vo t giyv gp li. Cc i dng k thut t cu hi tm ra con vt m i bn yu thch. Mi i ch c ti a 5 ln hi. Mi i ch c ti a 5 pht hi v suy oncon vt ca i bn040 h0I 00N0040 h0I M0Cai g?Tai sao?Khi nao?Phan hoi chnh xactoan bo thong iepnhan c ca venoi dung lancamxuc.Tch cc Khuyen khch = Accuracy Chnh xc Brevity Ngn gn Clarity R rng54THEO BN, BT K LOI HNH KINH DOANH NO3 YU TQUAN TRNG NHT L G?1/ KHCH HNG - Customer2/ NHN HIU - Brand3/ S KHC BIT - DifferencesKT LUN 3 iu GHI NH1.KHCH HNGKhch hng mi lun quan trng hn khch hng c!CHM SC KHCH HNG: 3 IU CN TRNH2. Tin, Tin, Tin.CHM SC KHCH HNG: 3 IU CN TRNH3. Khch hng lun lun TRUNG THNH!CHM SC KHCH HNG: 3 IU CN TRNHL G ?|om nhung v|ec con Ih|eI de GIU coc khoch hong bondong coFhuc vu khoch hong IHEO CACH mo ho mong muonduoc phuc vuL&Chmsc khch hng hon ho l hiu R, ON TRC nhu cu ca khch hng, p ng NHIU HN nhng g khch hngMONG I.Chm sc khch hng trong Bn hng: L bn s hi lng ca khch hng L bn s an tmca khch hng(ch khng n thun ch bn sn phm)Ngc nhin (101%)Khng th tin c ng nh mong i (100%)C bnKhng khipMake the customer WOW!Cc cp hi lng ca khch hngKhi cht lng sn phm nh nhau th dch v khch hng chnh l u th cnh tranh trn th trngMichael Smith, President of Lands End in Customer Service. Tng nng sut Tng thu nhp / cng vic c bo m Ci thin kt qu thc hin cng vic Nng cao gi tr ca bn i vi ban lnh o Tng cng nng lc v gimstressBn c bit bn s mt bao nhiu $ khi mt mtkhch hng khng? Vi mt khch hng caCadillac l 332.000 la, v Pizza Hut l 8.000 la. Cn vi Cng ty bn ?Nh rng:Mi cu phi ph hp vi khu v ca cch khng phi ca ngi i cu!Lun lun ng v tr khch hng giiquyt mi vn IN THEIR SHOES! Lng nghe v ghi nhn Hi cc cu hi Phn bit Need v WantNgi chng bao gi t cu hi schng bao gi bit c iu g c.Malcolm ForbesQuy lut 1Quy lut 2Nu bn ngh khch hng SAI, c li Quy lut 1 cho n khi bn thu hiu. NaN I9TM L TNH CCH KHCH HNG TH HIN TRONG GIAO TIP NG XMC TIU1. Xac nh c tnh cach cua ban thanva cua ngi khac2. Biet cach tiep can va ng x phu hp Kh cht Tnh cch Ci ti Nhu cu Nhn cch ca ngi tham gia m phn quyt nh hnh vi ng x trong giao tip, m phn, thng lng. Cc yu t ct li hnh thnh nhn cch ca con ngi Kh cht: mang tnh bm sinhKhng xt onThng cm v thu hiu Kh cht l tc phn ngPhn ng nhanh, hay chm, l bi v c nhncon ngi c quy nh, mt dng kh cht nhtnhChi phi ton b hot ng hay phn ng ca h.AHNG HI BCNNG NYDU TCC LOI KH CHTBNH THNNGIHNG NGOINGIHNG NI1.Kh cht hng hi Hot ng thch ng nhanh D ha vo cng vic D chuyn hng ch D nm th ch ng,hot bt, hm hnh Ging ni sinh ng, khun mtrng r Khng thch nhng vic niu Mau chn, d chp nhn tht bi2. Kh cht nng ny Hung hng, thng thn trongcng vic, trong quan h. Ch ng trong cng vic. i nhanh, khun mt rng r, biu cm. Tnh cm thay i nhanh. nh gi bn thn cao am m cng vic nhng d bngang Khng hp vi cng vic chm, n iu3.Kh cht bnh thn Phn ng chm Thng bnh tnh trong mitnh hung ch mnh, lm ch bn thntt Lmvic cn c, bn b, khngvi Chm chuyn hng ch t khi nm th ch ng Khng ngi khi b kim tra.4. Kh cht u t Nhy cm, d tn thng hay suy ngh. Kn ting, t ni, chm giao tip. Khun mt th hin s lo u, khng t tin. Ging ni nh nh, di chuynchm. Thng b dn vt khi gp thtbi. nh gi thp bn thn Thch n nh, quen thuc1. Khch hng tram t.2. Khch hng chu ong.3. Khch hng a nghi.4. Khch hng lch s5. Khch hng ky tnh.6. Khch hng phong khoang.7. Khch hng th .8. Khch hng do d.9. Khch hng hachdch.10.Khch hng nhutnhat.11.Khch hng nong tnh1.hguoI TkM T0I noI, rham rhu ngha, hang dong rham raI6h0YEh hhIEFTha hIanklea lkuc raagky aaag glalTkal Ja lck cucTrack aklemZ.hguoI 6h0 0hTuoI ruoI, xoI IoIuan Iam60I M0A Juag 50 30- 10 8lel laag agkeT6h 6u68.hguoI k hhIkhong dong y, hay nghI ngo, so sanhT0 TIhTha hIanLoI noI rhar rhanung Iu khangd}nh, ram kaI, bao dam4.hguoI L[6h 80a rh}u, Ia nh}, khong Ihrh b} ap6hkh ThkhhLuu yTuyaI doI khongdung IIau xao6.hguoI Fh0h kh0khkhong quan Iam dan rhI IIaI nho nhaIhhkhh 6h0hTha hIanLay phong khoang6hInh phur phongkhoang, Iao baI hgo, Ihu v}, uuVao phuI ruoI.6.hguoI kY Thh6hI IIaI, phan Irh ky, hoI nhIau, I mkIEh TTha hIankIan Ir rhamsor kharh hang 7.hguoI hk6h [6hThrh ra Ianh, day doI, IoI muon, IoI ran, kho Inh moI rarh IhaI quahh0h hh00hTha hIanTm rarh nang khLan rao, ran Iu haMnh da phur vu, hhung Iha hIan suManh ma, rhu dong8.hguoI hh0T hhkTha Iranh, ngaI ngan, khong dam quyaI d}nhkh 6khTha hIanTIap ran Ihao Xoan or9.hguoI h0h Thh6o rhap, rau Ioan, hay baI ba, ba xa rho IokhE0 LE0Tha hIan6arh Iy, ro Iaphoan bInhLang nghahI rhapTra IoI khao Iao10.hguoI Th0 0khong ro dong ro ro raI, quan Iam rhIau IakY 6h0 YTha hIanIao an Iuong, 8an pham orIa 8or 11.hguoI 0 0o Inh rarh IhIau quyaI doan, nan ho Iuon Iuong Iu, khong Iu quyaI duor0YET I0MTha hIananh nhanh, ruIgon, xam nhu Iaa dong y, quyaIIup kharh hangQUN L MU THUN XUNG TMu thun l g? L tnh trnh i chi, xung t nhau. L s va chm v quyn li, mc ch, hoc tnhcch gia cc c nhn v nhm, hoc gia ccnhm. Thng thng mu thun l s xung t v ccvn vt cht hoc cc vn v tnh cm.GAMEThi bngKHNG HONGKHNG THOI MIRC RIHIU LMCNG THNGCANH GIACQUAN HE CAN BANGTI SAO KHCH HNG PHN NN HOC NI GIN? Bn hoc ng nghip ha iu g nhng khng thc hin Bn hoc ng nghip th , vl hoc khim nh vi khch hng Khchhngc cmgic rng bnhoc ng nghip by t thi khchu vi khch hng Khchhng cm thykhng clng ngheTI SAO KHCH HNG PHN NN HOC NI GIN? Khch hng lim chnh b nghi ng Bn hoc ng nghip ci nhau vikhch hng Khch hng c nghe rng h khngc quyn ni gin Khch hng nhn c cu tr li thngminh nhng khim nh (a smart of flip reply) c i x nghim tc. c tn trng. Hnh ng ngay lp tc. c bi thng. C nhn sai phm phi b khintrch/bi thng. ng vn ti lp. . Gi bnh tnh. Lng nghe mt cch tch cc. Biu l s thng cm. iu chnh ging ni. Quan tm nhng gi lp trng. T vn gii quyt vn . Theo di cng vic thc hin. Cm n.NH NHNG NHNG KIN QUYTTI SAO KHCH HNG RI B CHNG TA? Ti liu c thm Theo thng k ca cc cng ty nghin cu th trng ca M:- C mi 1 khch hng thc s phn nn th c 26 khch hng khng hi lng gi im lng -> 27 khng hi lng- 1 Khch hng khng hi lng - Unhappy Customer (F1) c xu hng ni xu n 11 ngi khc (F2)- Mi ngi F2 s k cho 5 ngi khc- C ngha l:1 + 11 + (11 x 5) = 67 ngiNHNG IU QUAN TRNG PHI GHI NH? Nghin cu chng minh: Nu chng ta cn phichi ph 1 USD lm HI LNG 1 Khch hngHIN TI, th chng ta phi chi ra 5 hoc 6 lnnhiu hn li ko c 1 Khch hng mi (~5 hoc 6 USD) chi ph: con ngi, qung co,tip thTrong trng hp ny, thay v chi 1 USD lmhi lng ng Khch hng, chng ta phi chi ra:67 ngi x 6 USD = 402 USD tr v tnh hung ban u.NHNG IU QUAN TRNG CN GHI NH? V d:1. Khch hng A mua mi thng 500,000 ngKhi khng hi lng s k cho 11 ngiMi ngi s k cho t nht 5 ngiTng s ngi mt thin cm: 67 ngi.67 ngi x 500,000 x 12 thng = 402,000,000 Cng ty mt thu nhp: 402,000,000 ng / nm.2. Chi ph tr v tnh hung ban u (100,000 VND tha mn khch hng A x 6 ln) / li ko li 67 khch hng khc600,000 x 67 = 40,200,000 NHNG IU QUAN TRNG CN GHI NH? - 1 Khch hng KHNG HI LNG s k chuynxu n khong 11 ngi khc- 1 Khch hng HI LNG s k chuyn tt nkhong 2 ngi khc- 1 Khch hng THT S HI LNG c th k cho5 ngi khcCon s chng li chng ta. Do vy, hy chcchn rng chng ta phi i x vi nhng nging h chng ta nhng i tc dch v tch ccny nh VNG. chnh l nhng g m h cth mang n cho chng ta.NHNG IU QUAN TRNG CN GHI NH? By trn mi khch hng thanphin s hp tc tr li nu chngta gii quyt c nhng thanphin ca h.Trung bnh, 1 khch hng thanphin hi lng (satisfiedcomplainer) s k cho 5 ngikhc v s c v h c giiquyt nh th no.NHNG IU QUAN TRNG CN GHI NH? Ngi khiu ni l bn, k im lng l thBin Khch hng khiu ni thnh Khch hng Trung thnh!