论文抄袭：基于信任的专业销售

论文抄袭：基于信任的专业销售

基于信任的专业销售是一种个人销售形式。在基于信任的销售中，重点通常是发展与买方的营销关系。将重点放在买卖关系上。当销售人员使用基于信任的销售方式时，他们最终赢得了客户的信任。这种销售的优势在于，一旦建立了信任，卖方将更容易作为客户引入新的产品销售，而卖方没有双向关系(Urban et al .， 2000)。第二个主要优势是客户如何能够与卖方合作。因为有一个高水平的协作，客户将能够更好地理解他们自己的问题与产品，因为他们与卖方交谈(Ingram et al, 2007)。第三个优点是系统的效率。在传统的个人销售系统中，卖方只能向买方提供产品的特征信息。在基于信任的销售情况下，卖方理解客户也将拥有有助于卖方更好地为客户服务的信息。这样卖方就会更容易接受信息，也会更好地倾听客户的意见。
因此，基于信任的销售更多的是一种双向沟通，是一种真正的沟通(Ingram et al, 2007)。罗伯特•恰尔迪尼(Robert Cialdini)的影响力武器是说服技巧，这对工作场所很有用。第一个原则是“互惠”(Cialdini, 2001)。互惠原则的基础是一件好事应该得到另一件好事。所以，当你对一个人做了一些好事，甚至是简单的给予一件礼物，那么这个人就会感激那个给他们东西的人。兰迪·加纳的社会实验在这里被凸显出来。加纳寄来手写的、空白的、没有便利贴的调查问卷。手写的便利贴有69%的回复率，是最高的。收到带有个人请求的便利贴的人似乎反应更好，因为他们相信营销人员确实与他们分享了一些东西(Cialdini, 2001)。

论文抄袭：基于信任的专业销售

Trust based professional selling is a form of personal selling. In trust based selling, the focus is usually on developing the marketer relationship with the buyer. Seller and buyer relationship would be focused on. Salespeople end up earning customer trust when they use trust based selling. The advantage of this selling is that once the trust is established, it will be easier for the seller to introduce newer products for sale as the customer and the sellers do not have two-way relationship (Urban et al, 2000). The second main advantage is that of how customers are able to collaborate with the seller. Since there is a high level of collaboration, the customer would be able to understand their own problems with the product better as they converse with the seller (Ingram et al, 2007). The third advantage is that of the efficiency of the system. In a traditional personal selling system, a seller would only be able to present feature information of the product to the buyer. In the case of trust based selling, the seller understands that customers would also possess information which would help the seller serve customers better. So the seller would be more receptive of the information and would listen to the customer better.
Trust based selling is hence more of a two-way communication and is a true communication (Ingram et al, 2007).Robert Cialdini’s weapons of influence are techniques of persuasion, which would be useful for the workplace. The first principle is ‘Reciprocation’ (Cialdini, 2001). Reciprocation principle is based on the concept that one good deed deserves another. So when something good is done towards a person or even as simple as awarding of a gift, then the person will be indebted to the one who gave them something. Randy Garner’s social experiment is brought into highlight here. Garner sent handwritten, blank and no sticky notes for a marketing survey. The handwritten sticky note had a 69 percent response rate which was the highest. People who received the sticky note with the personal request seemed to respond better as they believed the marketer had genuinely shared something with them (Cialdini, 2001).