銷售工作可以說是大多數(shù)公司運(yùn)作的核心,這是因?yàn)殇N售情況的好壞直接關(guān)乎公司的利潤,甚至關(guān)乎公司的生存。因此,外企在招聘銷售人員時(shí)會(huì)格外嚴(yán)格與謹(jǐn)慎。那么,應(yīng)聘者如何才能在銷售面試中脫穎而出呢?除了準(zhǔn)備好常規(guī)的面試問題外,應(yīng)聘者還應(yīng)從銷售的角度預(yù)測(cè)并模擬回答面試問題。本文筆者將從銷售技能、銷售目標(biāo)與業(yè)績、新客戶開發(fā)能力、客戶維護(hù)能力這四個(gè)方面來探討常見的銷售面試問題及應(yīng)對(duì)策略。
銷售技能(Sales Skills)
1. Sell me this pencil. (考察應(yīng)聘者了解客戶需求的能力和現(xiàn)場(chǎng)推銷能力)
應(yīng)答思路:主考官提這一問題的主要目的是考察應(yīng)聘者對(duì)客戶需求的了解能力,同時(shí)也考察應(yīng)聘者的現(xiàn)場(chǎng)推銷能力及應(yīng)變能力。在回答這一問題前,應(yīng)聘者可以設(shè)想主考官是自己的客戶,向其詢問對(duì)欲購買的這支鉛筆有哪些具體的需求或要求。然后,根據(jù)主考官的具體需求,應(yīng)聘者可介紹該鉛筆的主要特征,并著重強(qiáng)調(diào)這些特征會(huì)給客戶帶來哪些益處,以及如何滿足客戶的具體需求等。
參考回答:This pencil can benefit you by allowing you to easily correct errors, write quick, neat notes, and keep your shirts from getting ruined from leakage (滲漏). It is also the least expensive investment, and it is lightweight as well. Besides, you can have your name embossed (雕飾) on it for promotional purposes.
2. How do you make a sales presentation? (考察應(yīng)聘者的銷售演講能力)
應(yīng)答思路:對(duì)于這一問題,應(yīng)聘者可以從銷售演講結(jié)構(gòu)的構(gòu)思、對(duì)聽眾的了解、PPT的制作以及在實(shí)際演講過程中應(yīng)該注意的事項(xiàng)(如視線交流、語速、語調(diào)等)等方面來組織自己的應(yīng)答思路。
參考回答:First, I will prepare the structure of my presentation carefully and logically by identifying the objective and main points of the presentation. Then, I will try to find out how much or how little the audience knows about the subject, and what they expect from the talk. After that, I will prepare a well-designed PPT for the talk. Finally, during the presentation I will speak clearly, maintain eye contact with the audience, and try to make the presentation interesting by changing my speaking speed and pitch of voice (音調(diào)).
3. What techniques are most successful in handling objections? (考察應(yīng)聘者應(yīng)對(duì)客戶拒絕的能力)
應(yīng)答思路:應(yīng)聘者在回答這一問題時(shí),首先應(yīng)說明在銷售過程中遭到客戶的拒絕并非壞事,銷售者應(yīng)把這一過程看做是了解客戶需求、獲取更多客戶信息的關(guān)鍵步驟;然后再說明哪些具體策略能有效地應(yīng)對(duì)客戶拒絕,譬如認(rèn)真傾聽并解決客戶所關(guān)心的問題等。
參考回答:First of all, I view an objection from a customer as an opportunity to engage in a conversation about something the customer is interested in. About the specific techniques in handling an objection, they may include: listening to and acknowledging the customer’s concern; asking questions to clarify things and ensuring you have got to the real objection; empathizing (移情) with the objection; putting forward a proposal to overcome the concern; confirming that you have addressed the concern.
4. What do you consider are the key skills in closing a sale? (考察應(yīng)聘者的銷售成交能力)
應(yīng)答思路:這一問題涉及銷售中常見的成交技巧,主要包括有效應(yīng)對(duì)客戶拒絕的技巧,以及通過觀察客戶的身體語言和說話的語氣來判斷客戶是否真正想購買產(chǎn)品的能力。一旦客戶同意購買某一商品,銷售者應(yīng)立即以書面形式確定交易,并進(jìn)一步抓住機(jī)會(huì)向客戶推銷新產(chǎn)品,安排將來和客戶見面的日期和時(shí)間等。
參考回答:The common skills in closing a sale include: overcoming the client’s objections by addressing his or her concerns; recognizing buying signals both verbal (言語的) and nonverbal (非言語的); allowing the client the appropriate time and silence to respond to the close; getting it documented as soon as possible once the client agrees to buy; having some friendly talk and giving some useful information to the client like new products or new plans of introducing new product lines; fixing the next appointment time and date.
在實(shí)際面試過程中,以上問題也可能會(huì)以行為面試問題(behavior interview questions)的形式出現(xiàn),例如:關(guān)于銷售演講方面的問題(Describe the sales presentation you made last time.); 關(guān)于遭遇客戶拒絕時(shí)的應(yīng)對(duì)能力問題(Tell me about a time when you successfully handled rejections from a client.);關(guān)于銷售成交能力的問題(Give me an example of a recent difficult sale and how you closed the deal.)。這三種行為面試問題同樣也可以參考上文所述的應(yīng)答思路進(jìn)行回答。
除了上述列舉的四類問題外,關(guān)于銷售技能的面試問題還有可能涉及應(yīng)聘者對(duì)銷售過程的理解(What is a typical selling process?)、對(duì)銷售總體技巧的理解(What do you think are the most important skills in succeeding in sales?)、對(duì)銷售態(tài)度的理解(What do you like and dislike about the sales process?/What aspect of sales do you find the most rewarding?/How do you keep yourself motivated?)、應(yīng)聘者的談判能力(Describe a recent situation where you negotiated terms with a tough customer./Tell me about an important negotiation that failed. What went wrong and why?)、應(yīng)聘者的說服力(Give an example of when you had to overcome strong resistance from a customer and persuade the customer to buy your product.)、應(yīng)聘者在銷售方面的弱點(diǎn)(What is your biggest difficulty in selling?)等。應(yīng)聘者在參加銷售面試前應(yīng)充分準(zhǔn)備好這些問題的應(yīng)答思路。
銷售目標(biāo)與業(yè)績(Sales Targets and Performance)
在銷售面試中,主考官通常會(huì)針對(duì)銷售目標(biāo)的設(shè)置、銷售目標(biāo)的實(shí)現(xiàn)狀況以及所完成的具體銷售額等方面提問。通過提問這些問題,主考官主要想了解應(yīng)聘者是否具備銷售動(dòng)力和激情、明確的工作方向、迎接挑戰(zhàn)的能力以及完成銷售目標(biāo)的能力。
1. 關(guān)于銷售目標(biāo)的設(shè)置
關(guān)于這類問題,應(yīng)聘者在回答時(shí)可主要涵蓋以下幾個(gè)方面:確定目標(biāo)市場(chǎng)對(duì)自己產(chǎn)品的需求情況;了解競(jìng)爭(zhēng)者的產(chǎn)品對(duì)市場(chǎng)的占有情況;挖掘目標(biāo)市場(chǎng)可能接受自己產(chǎn)品的原因;估計(jì)目標(biāo)市場(chǎng)可能有多少客戶會(huì)接受并使用自己的產(chǎn)品;制定自己的月度銷售目標(biāo)和年度銷售目標(biāo)。
2. 關(guān)于銷售業(yè)績
關(guān)于這類問題,應(yīng)聘者要如實(shí)回答。如果應(yīng)聘者以往的銷售業(yè)績不是很理想,應(yīng)聘者可以簡要說明原因,并表明自己有能力和信心提高自己的銷售業(yè)績。以下列舉一些有關(guān)銷售目標(biāo)與業(yè)績的常見面試問題,供應(yīng)聘者自行練習(xí)回答用。
☆ How do you set your sales targets?
☆ What was the size of the territory you covered in your last job and what was the sales volume?
☆How have your sales figures compared to your peers?
☆ Did you meet the goals set by your sales manager during the previous year?
新客戶開發(fā)能力(New Client Development Skills)
開發(fā)新客戶是銷售工作永恒的主題,銷售人員一定要時(shí)時(shí)刻刻努力尋找潛在的客戶。因此,在銷售面試中通常少不了關(guān)于新客戶開發(fā)的問題。在回答這類問題前,應(yīng)聘者應(yīng)了解開發(fā)新客戶的常見方式,通常包括以下幾種:①通過參加老鄉(xiāng)會(huì)、同學(xué)會(huì)、戰(zhàn)友會(huì),加入企業(yè)家協(xié)會(huì),或參加培訓(xùn)課程等方式結(jié)識(shí)潛在客戶;②讓現(xiàn)有客戶幫助介紹新客戶;③參加各種展覽會(huì)、信息交流會(huì)、信息發(fā)布會(huì)、訂貨會(huì)、技術(shù)交流會(huì)等,從中開發(fā)新客戶;④通過查閱各種資料尋找新客戶,包括電話簿、專業(yè)書報(bào)、雜志、當(dāng)?shù)貓?bào)紙、各類廣告等;⑤把產(chǎn)品或服務(wù)信息發(fā)到網(wǎng)上,吸引新客戶;⑥通過打推銷電話(cold calls)尋找新客戶;⑦通過群發(fā)郵件開發(fā)新客戶;⑧上門拜訪潛在客戶并推銷產(chǎn)品。
除了要了解以上常見的新客戶開發(fā)途徑外,應(yīng)聘者還應(yīng)了解應(yīng)聘公司所屬行業(yè)的常見的新客戶開發(fā)途徑。例如,房產(chǎn)租賃和銷售行業(yè)的銷售人員經(jīng)常會(huì)打推銷電話。以下列舉一些常見的該類面試問題,供應(yīng)聘者自行練習(xí)回答用。
☆What methods do you use to get prospects (潛在客戶)?
☆ What is your best source of new accounts (客戶)?
☆ Do you like cold calling?
☆ Do you use networking to get clients?
☆How much of your time is spent in serving old accounts versus generating new ones?
☆ How many new accounts did you get last year?
☆ Tell me how you developed your largest account.
☆ Tell me about a recent sale that you failed to get.
☆ What difficulties do you think you would experience if you had to establish a new territory?
客戶維護(hù)能力(Client Retention Skills)
應(yīng)聘者的客戶維護(hù)能力也是主考官考察的重要方面。在參加面試前,應(yīng)聘者應(yīng)了解客戶維護(hù)的常見方式和技巧,包括以下幾個(gè)方面:①建立客戶檔案,充分了解并把握客戶的詳細(xì)信息;②通過節(jié)假日問候客戶、給客戶寄送禮物、宴請(qǐng)客戶等方式,向客戶表示關(guān)心和問候;③以良好的服務(wù)質(zhì)量和業(yè)務(wù)水平滿足客戶的需求,服務(wù)要熱情周到、細(xì)致全面、有針對(duì)性;④與客戶加強(qiáng)業(yè)務(wù)以外的溝通,努力與客戶建立起朋友般的關(guān)系,獲取客戶的信任;⑤多做些銷售之外的事情,在自己力所能及的范圍內(nèi)幫助客戶解決一些問題;⑥尊重客戶并真誠對(duì)待客戶。以下列舉一些常見的該類面試問題,供應(yīng)聘者自行練習(xí)回答用。
☆ What do you think are the most effective ways of retaining clients?
☆ How do you entertain clients?
☆ How many appointments did you have in a typical week?
☆ How much time do you spend directly with a customer on an average day?
☆ Tell me about a time when a customer was dissatisfied and how you dealt with him or her.
☆ Tell me about the most difficult customer you have ever handled.
除了要準(zhǔn)備好以上四類問題的應(yīng)答外,應(yīng)聘者還應(yīng)認(rèn)真研究應(yīng)聘公司所經(jīng)營的產(chǎn)品或提供的服務(wù),了解該公司的目標(biāo)市場(chǎng)和客戶群,了解該公司所屬行業(yè)的發(fā)展趨勢(shì)以及該公司主要競(jìng)爭(zhēng)對(duì)手的情況等。此外,應(yīng)聘者在參加面試時(shí)還要特別注意以下幾點(diǎn):①著裝正式大方,向主考官展示出自己具備銷售人員的專業(yè)面貌;②答題時(shí)鎮(zhèn)定自若、條理清晰、充滿自信,向主考官展示自己具備銷售人員的專業(yè)精神;③坦誠自信地展現(xiàn)自我、推銷自我,重點(diǎn)突出自己與應(yīng)聘職位相吻合的優(yōu)勢(shì),強(qiáng)調(diào)自己能夠?yàn)楣緞?chuàng)造利潤。
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