论销售过程中的沟通技巧

湖南商学院高等教育自学考试学生毕业论文题目论销售过程中的沟通技巧学生姓名考号专业助学点此项全日制学生必须填写通讯地址联系电话年月目录摘要····································································1一、沟通的概念与类型及其过程··········································21.沟通的概念·····························································22.沟通的类型····························································23.沟通过程······························································2二、沟通及有效沟通实际意义··············································3三、各企业应重视提高推销中的沟通技巧····································3四、如何运用沟通技巧····················································4㈠给人留下良好的第一印象················································41.衣着打扮得体·························································42.举止大方，态度沉稳····················································53.保持自信，不卑不亢····················································5㈡有效沟通的润滑剂——非语言性沟通······································51.体语··································································62.触摸··································································63.人的目光也是沟通的手段之一············································6五、在销售过程中特别需要注意的方法······································71.提高专业知识··························································72.锻炼待人接物的能力····················································73.目的明确，直奔主题····················································74.做一个好的“倾听者”·················································8六、排除推销障碍的技巧·················································8㈠排除客户异议障碍······················································81.得失法································································92.底牌法································································93.讨好法································································94例证法································································9㈡排除价格障碍·························································101.比较法·······························································102.平均法·······························································11㈢排除习惯势力障碍·····················································121.询问法·······························································122.假设法·······························································13总结···································································14致谢词·································································15参考文献·······························································161摘要在市场经济的大潮中，我们无时无刻不在销售我们的产品，我们的服务。商品销售是在生产者与消费者之间的一座“桥梁”。如何架设这座“桥梁”并使之提高效益。这是每一个销售人员棘手的问题。在我们的工作与生活中，需要沟通来相互了解，相互传递信息，所以沟通很重要。沟通是人们获取信息并在其指导下更加出色地进行工作必经的过程。良好的沟通不仅意味着把自己的思想整理得井然有序并将其进行适当的表述，使别人一听就懂，而且还要深入人心，促使听者全神贯注，所以您一定要注意如何有效地传递您的营销信息，掌握与人沟通的技巧就显得尤为重要。关键词：营销；沟通；技巧2ABSTRACTInthemarketeconomytide,weeveryhourandmomentisnotinthesalesofourproducts,ourservices.Thesaleofgoodsisabetweenproducersandconsumersabridge.Howtosetupthisbridgeandtoimprovetheefficiency.Thisisasalesstaffinathornyproblem.Inourworkandlife,theneedtocommunicatetomutualunderstanding,mutualtransmissionofinformation,sothecommunicationisveryimportant.Communicationistheprocessforpeopletoacquireinformationandbetterworkonlyundertheguidanceofthe.Goodcommunicationmeansnotonlyhisownthoughtsinorderandtheappropriateexpression,makeotherslistentounderstand,buttheheartsofthepeople,encouragethelistenertoconcentrate,soyoumustpayattentiontohowtoeffectivelydeliveryourmarketinginformation,itisparticularlyimportanttomasterthecommunicationskillswithpeople.KEYWORDS:marketing;communication;skills3一、沟通的概念与类型及其过程1.沟通的概念沟通主要指在社会生活中的人际沟通，是信息的发送者与信息的接受者之间的信息相互作用即可理解的信息在两个或两个以上人群中传递或交换的过程。正确理解沟通的概念，需把握以下几点：首先沟通是意义的传递。其次有效的沟通是双方能准确理解信息的含义。最后沟通是一个双向、互动的反馈和理解过程。2.沟通的类型言语沟通：通过口语，书面语来传达信息的一个过程。非语言沟通：是指用眼神和表情来传达信息的一个过程。身体语言和身体动作:是指用肢体动作，行为来传达信息的一个过程。服饰:是指通过服装来表达自己的想法和情感的一种方法。讲话风格:用自己的说话风格来阐述自己的想法和情感的一种方法。人际空间:就是指人际交往的亲密度，是个范围。3.沟通过程的几个步骤沟通是一个复杂的过程，任何沟通都是发送：暂将信息传递到接受者的过程。沟通的过程可以分解为以下几个步骤：信息源——编码——传递信息——解码——反馈信息源：指发出信息的人。4编码：发送者将这些信息译成接收者能够理解的一系列符号，如语言、文字、图表、照片、手势等，即信息。传递信息：通过某种通道（媒介物）将信息传递给接收者。解码：接收者将通道中加载的信息翻译成他能够理解的形式。解码的过程包括了接收、译码和理解3个环节。反馈：接收者将其理解的信息再返送回发送者，发送者对反馈信息加以核实和做出必要的修正。反馈的过程只是信息沟通的逆过程。二、沟通及有效沟通实际意义沟通是一门艺术，也是一名优秀的销售人员不可或缺的能力。不论您的目的是为了自信地演说、轻松地谈判，还是愉快的销售，它都将协助您增进传递信息---沟通的技巧在市场经济的大潮中，我们无时无刻不在销售着我们的产品，我们的服务，商品销售是生产者与消费者之间的一座“桥梁”，如何架设这座“桥梁”，并使之提高效益。这是每一个销售人员棘手的问题。在当前市场经济体制下，各行各业的产品、服务可谓是五花八门。但是，又很少有特色性的产品、服务直接面向最终消费者。这就需要销售员与客户进行有效沟通。为做到让消费者了解产品，通过沟通中的一些技巧，从策略性方面来讨论如何提高语言沟通的效果，以达到让消费者购买产品，让商家更有效地推广产品的目的。三、各企业应重视提高销售中的沟通技巧当前，随着城镇居民收入的不断提高，生活质量不断提升，消费需求趋于活跃，居民消费不断升级换代也呈现出新的变化趋势。这些变化迫使商家应该采取适宜的消费者决策，才能更好的保全自己。例如我们现在的大学生都感觉就业压力大，不是我们找不到工作，公司则注重的是销售人员的能力和技巧，是公司找不到适合这份工作的人，作为一个销售人员应该提高自己的沟通技巧，才能去做5好这份事情，适应这份工作。我们有理由相信，我们已经进入了主动营销时代。在这样一个新时代中，谁先掌握了游戏规划和游戏技巧谁就能跑在最前沿。四、如何运用沟通技巧作为一个销售人员，表达沟通力更为重要。现代商品五花八门，但人生必需品只有衣食住行，基本层次满足以后，其他衍生出来的其实都是非必要商品。销售中的沟通技巧可以让销售人员更多的了解客户消费心理，也就可以更好去提高销售技巧，顺利的完成销售目的，但是销售中的沟通除了正常人与人情感的沟通，同时也可以加入了销售的目的，因此，对于销售中的沟通技巧越来越收到销售员的重视。如何刺激顾客购买非必要商品的欲望，就是销售的课题。因此，表达力强的人，正好善加应用这个天赋能力去说服打动消费者。不过，如果专业知识不足，只凭表达力取胜，就会被认定为表里不一，误认为这个人只会说不能事实说话，失去信任。所以这个点仍然是有好有坏，要善加运用才行。接下来我们来讨论一下我们在销售过程中如何