先推销自己，再推销产品

by RogenRu

“人们买走的不是产品，而是我，乔·吉拉德。”这是著名的推销大师乔·吉拉德的至理名言。乔·吉拉德说：“推销的要点不是推销商品，而是推销自己。”在推销活动中，人甚至比产品更重要。所以推销员先不要着急推销产品，要先推销自己。当你把你自己推销出去的时候，客户自然会购买你的产品。在这个世界上，不论我们的推销技术是高明还是拙劣，实际上我们每天都在推销自己。我们不断想办法使他人承认我们，希望他人认可我们的能力、知识，希望得到他人的喜欢……。当学会了推销自己，你几乎就可以推销任何有价值的东西。人与人之间，像这样相对而坐的时候，一定要具备一种强烈的吸引对方的魅力。如果你做不到这一点，将来就没有什么前途可言了。年轻人，先努力改造自己吧！认识自己，改造自己。客户在了解你的产品之前，买的是推销员。

"People didn't buy the product, they bought me, Joe Girard." These are the wise words of Joe Girard, the great salesman. Joe Girard said, "Selling is not about selling something. It's about selling yourself." In sales campaigns, people are even more important than products. So the salesman first do not worry about selling products, want to sell themselves first. When you market yourself, customers will buy your product. We sell ourselves every day in this world, no matter how good or bad our marketing skills are. We are constantly trying to get others to recognize us, to recognize our abilities, our knowledge, to be liked… . When you learn to sell yourself, you can sell almost anything of value. People, like this when sitting opposite each other, must have a strong attraction to each other's charm. If you fail to do that, there will be no future. Young people, try to transform yourself first! Know yourself and change yourself. Customers buy salesmen before they know your product.

一个推销员向客户推销自己时，一定要做到：第一，向客户推销你的自信。推销自己，很重要的方面靠的是自信心。而推销员的信心多半来自于对自己所从事职业的喜欢和对自身的喜欢。第二，向客户推销你的人品。乔·吉拉德说：“诚实是推销之本。”如果客户察觉到推销员不诚实时，出自对自身利益的保护，他们就会拒绝买你的产品。第三，向客户推销你的形象。心理学家研究发现，人们的看法常受“晕轮效应”“首因效应”的影响。比如推销员的衣冠不整，拖拖拉拉，客户就会产生此人办事马虎、懒惰、糊涂的印象。这就是“晕轮效应”的具体表现。

When a salesman sells himself to a customer, he must do the following: First, sell your confidence to the customer. Self-confidence is an important part of selling yourself. And salesman's confidence mostly comes from the occupation that oneself is engaged in like and to oneself like. Second, sell your character to customers. Joe Girard said, "Honesty is the key to sales." If customers perceive that the salesman is dishonest, out of self-interest, they will refuse to buy your product. Third, sell your image to customers. Psychologists have found that people's perceptions are often affected by the "halo effect" and "primacy effect". For example, the salesman's clothes are not neat and tardy, and the customer will have the impression that this person is sloppy, lazy and muddle-headed. This is the embodiment of the "halo effect".

乔·吉拉德执著地相信：每个人天生都有做营销的潜质，每个人都可以成为一名优秀的推销员，而最重要的工作是发现自己的营销潜质，激发和发挥这种潜质。推销员应具备以下几条基本的的素质：

Joe Girard firmly believes that everyone is born with the potential to do marketing, everyone can become a good salesman, and the most important job is to discover their own marketing potential, inspire and play this potential. A salesman should have the following basic qualities:

  1. 人品端正，作风正派。只有人品端正，别人才能尊重你，把你当朋友，信任你，才能成为生意上的伙伴。不诚实的推销员绝对不可能成就大事业。要设身处地为客户着想，真心诚意为客户服务，和客户交朋友，实行客户固定化策略，发展客户关系，客户是企业或市场推销员最重要的资源。欺骗客户就是欺骗自己！因为客户一般会通过推销员来获知这个企业的形象、企业的素质、企业的层次，推销员是站在这个企业和与社会接触的最前沿，是向社会反映企业的一面镜子。社会大众通过对营销人员的工作认可，来接受这个企业、这个企业的产品。如果一个企业推销员的态度好、敬业、品德高尚，消费者会更快接受该企业的产品。Good character, decent style. Only with good character, others can respect you, treat you as a friend, trust you, and become business partners. Dishonest salesman can never achieve great career. We should put ourselves in the shoes of customers, sincerely serve customers, make friends with customers, implement customer immobilization strategy, and develop customer relations. Customers are the most important resources for enterprises or market salesmen. Deceiving customers is deceiving yourself! Because customers generally know the image, quality and level of the enterprise through the salesman, the salesman is standing in the forefront of the enterprise and social contact, is a mirror reflecting the enterprise to the society. The public accepts this enterprise and its products through the recognition of the work of the marketing personnel. If an enterprise salesman has a good attitude, dedication and moral integrity, consumers will accept the products of the enterprise more quickly.
  2. 信心。没有信心，则一事无成。信心包括三个方面，第一，对自己的信心，你相信自己能干好，是一位敬业的、优秀的推销员，那么你就能克服一切困难，干好你的工作，“事在人为”，只要你想干好，就一定能干好。第二，对企业的信心，相信企业能为你提供好产品，给你发挥才能、实现价值的机会，使你自己的一切活动完全纳入企业行为中，并以你能成为该企业的一员而骄傲。要有企业自豪感，对企业的认同和忠诚。第三，对产品的信心，相信你所推销的产品是最优秀的，你是在用该产品向你的消费者、你的朋友提供最好的服务。Confidence. Without confidence, nothing can be done. Confidence includes three aspects, the first, confidence in yourself, you believe that you can do well, is a dedicated, excellent salesman, so you can overcome all difficulties, do your work, "everything depends on people", as long as you want to do well, will be able to do well. Second, confidence in the enterprise, believe that the enterprise can provide you with good products, give you the opportunity to give full play to your ability, realize the value of the opportunity, so that all your activities are fully incorporated into the enterprise behavior, and you can be proud of being a member of the enterprise. Have corporate pride, identity and loyalty. Third, confidence in the product, believe that what you are selling is the best product, you are using this product to provide the best service to your consumers, your friends.
  3. 勤于思考，做个有心的人。“有心人天不负”，我们只有对各种事物都注意观察、分析、总结、归纳、提炼，才能做出成绩。只有做一个有心的人，才能捕捉到每一个细小的变化，做出迅速反应，捕捉住每一条信息。“世上无难事，只怕有心人，”做有心人，勤于思考，才能改进我们的工作方法。“学为中，弃为下，悟为上。”勤于思考，才能领悟，才能提高，才能做得更好。To think, to be a person of heart. "People who are willing to", we only pay attention to all kinds of things observation, analysis, summary, induction, refining, in order to make achievements. Only by being a conscientious person can you capture every tiny change, react quickly and capture every piece of information. "Nothing in the world is difficult if you put your heart into it." Only by putting your heart into it and thinking hard can we improve our working methods. "Learning is the middle, abandoning is the bottom, and understanding is the top." Diligent thinking, to understand, to improve, to do better.
  4. 能吃苦耐劳。推销员是企业的尖兵，必须具有吃苦耐劳的精神。既包括个人的体格、体质及其健康状况，又包括个人的举止、言谈及其仪表风范等。就个人的体格和体质而言，要求推销员经常锻炼身体，保持强健的体魄和旺盛的精力，Can bear hardships and stand hard work. The salesman is the vanguard of the enterprise and must have the spirit of bearing hardships and standing hard work. It includes not only the individual's physique, constitution and state of health, but also the individual's manner, speech and appearance. In terms of personal physique and physique, the salesman is required to exercise regularly to maintain a strong body and vigorous energy.
  5. 良好的心理素质。推销员每天与人打交道，要经受无数次的挫折与打击，要应付形形色色的推销对象，所以必须加强心理训练，培养正确的推销态度。许多推销员受到一些挫折后，就掉头转行，却不知“不经历风雨，怎能见彩虹？”的道理Good psychological quality. Salesmen dealing with people every day, to undergo countless setbacks and blows, to deal with all kinds of marketing objects, so we must strengthen the psychological training, develop the correct attitude to sell. Many salesmen, after some setbacks, turn around, but do not know "no rain, how can see the rainbow?" The truth
  6. 交际能力。营销工作实质就是公关过程。一般来说，一名优秀的推销员一定是一名优秀的公关人员。如果问什么人的朋友最多，应该就是推销员，各种层次的、各种职业的、天南海北的朋友都有。可以说，认识的人多就是资本，推销员必须有博大胸襟来容纳一切人员，对于一名优秀的推销员来说，更是应尽可能抓住一切时间、一切机会来交朋友。Communication skills. The essence of marketing is the process of public relations. Generally speaking, a good salesman must be an excellent public relations person. If you ask who has the most friends, it should be the salesman, at all levels, all kinds of professions, all over the world have friends. It can be said that knowing more people is capital, the salesman must have a broad mind to accommodate all personnel, for an excellent salesman, is to seize all the time, all opportunities to make friends as far as possible.
  7. 韧性。做成一笔生意会遇到很多问题与障碍，这时，我们就要对遇到的问题想办法解决，所以耐心非常重要。“百问不烦，百选不厌”这句话说起来容易，做起来比较困难。一遇到困难就打退堂鼓，就灰心了，那是什么事都做不成的。Toughness. There are many problems and obstacles in making a business deal, and we need to find ways to solve them, so patience is very important. It is easy to say, but more difficult to do, that you are never bored by questions and never bored by choices. If you give up and lose heart when you meet with difficulties, you will never be able to accomplish anything.
  8. 反应要快。有人说推销员要具备“狐狸的狡猾、猎鹰的机敏。”推销员应善于发现周围每一条有用的信息，对周围每一个细小的变化都能很快做出反应，并且思维要敏捷，一次生意的谈判过程就是一次反应速度的比赛。一次斗智的过程。React quickly. It has been said that a salesman must have "the cunning of a fox and the shrewdness of a falcon." The salesman should be good at finding every useful information around, can quickly respond to every small change around, and the thinking should be agile, a business negotiation process is a competition of reaction speed. A battle of wits.
  9. 热情。优秀的推销员必须永远对推销事业、对所推销的产品、对客户保持足够持久的热情。因为只有具备很高的热情。才能鼓足干劲，才能化解客户的冷漠与质疑；只有具备热情，才能保证你能发挥自己的全部力量和才能。Enthusiasm. A good salesman must always be passionate enough about his business, the product he is selling and the customer he is selling. Because you have to have a lot of enthusiasm. In order to drum up energy, in order to resolve the customer's indifference and doubt;Enthusiasm is the only way to ensure that you can unleash your full strength and talents.