Ron McFarlandの Personal Journey (8-ｃ): セールスプロセス＃2 面談と挨拶。第一印象を良くするには。

STEP #2 MEETING & GREETING:

How do you make a good first impression? That is what this step is all about. Here are some things to think about:

1. Before you meet someone for the first time, drive all other thoughts, worries, or ideas from your mind. We are all thinking all the time.
When we approach a stranger (or customer), or when someone approaches us, we should drop our own thoughts for a few seconds.

2. Pinpoint the concentration on the person (or customer). Doesn’t it feel good when someone gives you his or her undivided attention?
That is the feeling you want to create in the people you meet.

3. Try to observe the person’s gestures, voice, posture, expressions and behaviour and determine if he is a talkative person or quiet person.

4. Then, match your behaviour to that person and make him feel comfortable.

5. Smile, hold eye contact, and listen to how he is feeling.

6. Determine the impression you want to make by your clothing, posture, what you say and how you say it.

7. Learn the person’s name and use it often.

Those are the things I recommended to salesmen when visiting customers.
We all like to be free to act, talk and dress the way we like, but when it is business and someone is paying us to be there, it might be better to follow the above steps.
You’ll be more successful.

Ronさんのセミナーいかがですか。苦労の多かったRon-sanの青春時代やキャリア形成の話、来日後、特に、いすゞ自動車勤務でのカルチャーショックとグローバルリーダーとしての活躍など。それとRonさんが楽しみにしている出席者と皆さんとのノミュニケーション。

皆さんがおやりになっている勉強会などに出張し講演させていただきます。本人の希望は、英語での発表です。

ただし、Ronさんが住んでいる東京都大田区から日帰りできるところとさせてください。

もっとも台湾でも日帰りは可能ですが。



＜仕事に疲れたら『武蔵野』でコトリップ（『武蔵野』リイド社、斎藤潤一郎著）＞

Ron McFarlandの Personal Journey (8-ｂ): セールスプロセス＃１顧客を見つける

8章は営業の話でRon-sanのLife Storyではない、と思われるでしょうが、Ron-sanがいすゞ自動車で活躍したのはこの分野。

自分で営業教育プログラムを開発し、世界中を駆けずり回りました。

STEP #1 FINDING PEOPLE:

見込客を見つける
No matter what the product is, if a sales person meets or makes contact in some form (telephone, email, visiting, whatever), with a lot of people with a need for that particular product his chances of selling will increase. He must have a steady schedule of contacting a lot of targeted people.

生まれながらのセールスマン
We have all heard the expression “a salesman is not made, he is born”, meaning a person has to be born with certain talent or character to be a good salesmen. In some ways that is true. I have run into many people, which do not have the personality to continually meet strangers every day. When they try, it simply exhausts them.

“Order Taker“と営業の相違
Most sales people just respond to customer requests and don’t seek business. They put up a false front and take sales orders when they come in. They are only order takers and not sales people. These people only process orders as they come in. They do not seek sales or people who have needs for a particular product. They rely on advertising, showroom traffic, product reputation, etc.

乗用車とトラック販売の相違
Over my career, I have noticed a great deal of difference between car sales people and truck sales people. The car people are in the showroom waiting for the customer to come in. The truck people are out wondering around truck repair shops, delivery areas, and goods receiving spots, along major truck routes and in restaurants when truck operators eat. As I would present to groups as large as 25-30, I would always have a mixture of both in the room. Both are successful if they are meeting a lot of people. If they are not, some different action plan must be put in place. As my selling has always been international, with long distances between my customers and me, after learning who to contact from the Internet or other sources, my initial contact method has been through email or FAX. From there I followed up with a telephone call and then a personal visit.

顧客リストの作成・活用
So, my sales action plan was built on what I had taught for many years beforehand. It involves, finding a prospect list, using direct mail, telephone prospecting, building a referral source, setting up prospect planner files and setting up current customer files.

Setting up customer files has been a powerful activity. It sets the stage for activities from getting a prospect list right through maintaining contact with the customer long after he has bought the product. It has really made me organized, motivated and active every working day. In the early days, I used and taught a customer card system, but today there are excellent computer programs that can really do all the work for you. All you have to do is put in the data. It’s beautiful.

My prospecting activities (finding customers) have been so successful that I have at least twice outsold the production capacity available of Unika Company Limited which is the company I worked for after I left Isuzu Motors which I will talk about later in the book. On those occasions, my activities had to change from finding customers to apologizing to customers for delays in deliveries.

Ronさんのセミナーいかがですか。苦労の多かったRon-sanの青春時代やキャリア形成の話、来日後、特に、いすゞ自動車勤務でのカルチャーショックとグローバルリーダーとしての活躍など。それとRonさんが楽しみにしている出席者と皆さんとのノミュニケーション。

皆さんがおやりになっている勉強会などに出張し講演させていただきます。本人の希望は、英語での発表です。

ただし、Ronさんが住んでいる東京都大田区から日帰りできるところとさせてください。

もっとも台湾でも日帰りは可能ですが。



＜仕事に疲れたら『武蔵野』でコトリップ（『武蔵野』リイド社、斎藤潤一郎著）＞

Ron McFarlandの Personal Journey (8-a): ここからはセールストレーニングの話。

Ronさんが20年間言い続けてきたこと。営業の話ですが、Ronさんの仕事の大きな部分を占めています。先週の記事の再掲です。
When I look back, I wonder why my training carried the value it did and was as durable as it was. A song is only on the charts for a few weeks, and here I am saying the same thing for almost 20 years.

ゴール自体が大事なのではない
After doing all the studies on selling and writing on the subject, I came up with ten steps to selling. Each step is an activity or series of activities. We have all heard the expression, “We are goal oriented, not activity oriented.” Well, I can’t disagree with that statement, but it is not compete. It ignores the activities required to achieve the goal you want to achieve. I believe once the goal is set, all the attention should be on the activities required to achieve the goal. 90% of one’s attention should be on the activities required to achieve the goal, not the goal itself. The goal should be set initially and occasionally evaluated to confirm its value. Other than that, all the attention should be on the activities as I see it. If highly successful activities have been developed, evaluated and proven, one should use them as much as possible. An example is Toyota’s production system. The production lines are set up so the production worker does not have to think. They just follow very precisely determined activities. Well, I developed selling activities with that same belief in mind.

自分でどうにもならないことを嘆いても
Too often I hear sales managers pressuring sales people about making their sales target and to make their assigned quotas. They talk about the competition. They talk about inflation and pricing concerns. They talk about new technology challenging the current product range. They talk about the strength and/or weakness in the economy. They talk about supplies and importing problems. Discussions on these subjects can go on for hours to no conclusion. For a retail sales person, all of these factors are totally out of his control, and he walks out of the room with a sales goal but feels completely helpless.

誰もが実施できるセールスプロセス
So, I tried to write a sales training seminar on activities that will be most helpful to produce the sales goals set. I wanted to write activities, I as a sales manager could order someone to do. I cannot order someone to sell because of the factors above, which are out of a salesman’s control. Each of my 11 steps is within the person’s control.

Ronさんのセミナーいかがですか。苦労の多かったRon-sanの青春時代やキャリア形成の話、来日後、特に、いすゞ自動車勤務でのカルチャーショックとグローバルリーダーとしての活躍など。それとRonさんが楽しみにしている出席者と皆さんとのノミュニケーション。

皆さんがおやりになっている勉強会などに出張し講演させていただきます。本人の希望は、英語での発表です。

ただし、Ronさんが住んでいる東京都大田区から日帰りできるところとさせてください。

もっとも台湾でも日帰りは可能ですが。



＜仕事に疲れたら『武蔵野』でコトリップ（『武蔵野』リイド社、斎藤潤一郎著）＞