【本周期刊】为什么64%的销售人员不成交？

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A WORD FROM Author

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作者有话说

Dear SalesExecutive:

各位销售精英，大家好：

Are you at all surprised to learn that 64% of salespeople don’t close? Some of your peers in sales management are shocked into disbelief by the 64% statistic; others say the number probably is too low! However you may feel about it, that’s what our current research on the topic of Asking for Commitment is telling us.

你是否惊讶地发现，64%的销售人员没有成交？64％的统计数据令销售管理的一些同行感到震惊;其他人说这个数字可能太低了！不管你怎么想，这就是我们目前关于要求承诺这一主题的研究结果告诉我们的。

In the last eCoach, I told you why I hate the term “close”. I used it in the title of this edition only to gain your attention. (Sorry about that.) “Close” connotes that you are ending something or shutting it down. I believe it’s all wrong to use that term after you have worked hard enough to build a relationship with a person and that the person agrees to buy from you. Why would you now want to bring the relationship to an end by closing it?

在上一期的eCoach中，我告诉你为什么我讨厌“close”这个词。我在这期的标题中使用它，只是为了引起你的注意。（对此表示很抱歉）“close”表示你正在结束某件事或将其关闭。我认为，在你努力工作与一个人建立关系时，且这个人同意从你那里购买之后，使用这个词是完全错误的。为什么你现在想通过终止关系来结束呢？

By contrast, I argue that the act of Gaining Commitment is a natural conclusion to a well-orchestrated sales conversation. I’ll go a step further: It’s a natural conclusion to ANY conversation.

相比之下，我认为获得承诺的行为是对精心策划的销售对话很自然的结尾。更进一步的说：这是任何谈话的自然结论。

The 64% number represents a dramatic failure. If we’re going to improve things significantly, we first need to look at the causes of the disaster. Once we understand why the problem exists, we can talk about solutions.

64%的数字代表了戏剧性的失败。如果我们想要显著地改善现状，我们首先需要看看彻底失败的原因。一旦我们理解了为什么存在这个问题，我们就可以讨论解决方案了。

We are committed to your professional success.
我们致力于您的事业成功。

Duane Sparks杜南•斯巴克斯