具体描述
Excerpted from Non-Manipulative Selling by Anthony J. Alessandra, Phil Wexler, Rick Barrera, Tony Alessandra and Rick Barrea. Copyright ? 1992. Reprinted by permission. All rights reserved
In 1974, Tony Alessandra was a marketing professor at Georgia State University teaching professional selling to undergraduates. Phil Wexler was the Vice President of Marketing and Sales for a burglar alarm company in Atlanta, Georgia. One of Phil's major responsibilities was recruiting, selecting, training and managing residential security system sales people.
We went to high school together and have been close friends since 1963. During the 11 years from 1963 to 1974, we were continually involved in business and selling projects together. In addition, no matter where we were, we continued to discuss our philosophies of selling, much to the chagrin of our wives.
One day in 1974, we were sitting in Phil's living room discussing the uneasiness we both felt over our dual lives. On the one hand, we had a philosophy of life about treating family and friends with openness, integrity and respect. On the other hand, during business hours we had to discard those values to make our livings selling or teaching sales. Our selling techniques were fraught with tricks, innuendo, shades of gray, and psychological manipulation of our customers. We were no different than other sales people or marketing professors. On that fateful night in 1974, we decided to create another way to sell that was more consistent with our personal philosophies. From that seed, the philosophy and practice of non-manipulative selling grew.
In mid-1975, the first edition of Non-Manipulative Selling rolled off the press in the form of a seminar workbook. We tested the concept in training programs and constantly revised the material based on the feedback we received. After three and a half years of testing the concepts with thousands of sales people across the United States in dozens of industries, Non-Manipulative Selling was released as a book (Courseware, 1979).
When we first wrote Non-Manipulative Selling there were only a handful of people around the country advocating similar philosophies. In addition to us, people such as Larry Wilson with his Counselor Selling Program and Mack Hanan with his Consultative Selling Program went against the grain of the current sales thought. Today, the tide has truly turned. There are thousands of people teaching concepts similar to Non-Manipulative Selling.
Speakers and consultants have jumped on the bandwagon as well, preaching value added selling, participative selling and other variations of the Non-Manipulative theme. Upon close examination, however, both in print and in live consultation, the vast majority of "experts" prove to be inconsistent. They give lip service to the philosophy, but continue to teach skills and techniques that are merely modified versions of the traditional hard sell. They are the proverbial wolves in sheep's clothing.
One reason consultants are inconsistent is they do not like to rock their clients' boats. The non-manipulative approach may rattle the cages of traditional salespeople who rely mostly on their sales pitches, closing techniques and objection handling skills to make a sale. Sales managers who teach manipulative skills also resist the philosophical changes. Therefore, many consultants water down their concepts to make them more "acceptable" to a larger number of clients.
WHY A NEW EDITION OF NON-MANIPULATIVE SELLING? It has been more than eight years since the first edition of Non-Manipulative Selling was published as a book. In that time, we have collectively presented more than 1,500 programs to more than a quarter-million people around the world. In addition, over 100,000 people purchased the book. Readers, seminar participants and a new member of our organization, Rick Barrera, have re-energized the concepts of Non-Manipulative Selling. Their collective input and specific suggestions have moved the book forward several generations. The philosophies of Non-Manipulative Selling have not changed, only the concrete steps and activities. This edition of the book has been significantly modified and expanded to include the suggestions of the sales people "in the trenches" who took the time to tell us how non-manipulative selling worked for them and how it can work better for everyone.
Over the last 12 years, non-manipulative selling has proven to be so successful that it was put on film by Walt Disney Productions, produced as a 5-part video sales training program by Coronet/MTI (Simon & Schuster Communications) and recorded as an audio cassette program by Nightingale-Conant. Many of our other successful training programs such as Relationship Strategies, Marketing as a Philosophy, Not A Department and the Art of Managing People grew out of the basic philosophies of Non-Manipulative Selling.
Non-manipulative selling has become the preferred sales philosophy of many Fortune 500 companies including IBM, Ford, IDS/American Express, Redkin Laboratories, Arthur Anderson & Company, Xerox, Loew's Hotels, American City Business Journals, AT&T, Union Bank, Hewlett Packard, Indepdendent Insurance Agents of America, Days Inns of America, Telecheck, Snelling & Snelling, Memorex Corporation, Tom James Clothiers, Dictagraph Security Systems and hundreds of others who have embraced the our concepts in seminar, audio, video and book form.
This new edition of Non-Manipulative Selling was written for people who aspire to selling with professionalism. By adopting and practicing the skills in this book, you will enter the elite five percent of sales people who can virtually write their own tickets regarding earnings, choice of geographical location, industry, company and lifestyle. These are the sales people who are making more money than many corporate presidents. It is not easy to be in the top five percent of anything, however, the knowledge you gain from this book plus your dedication and hard work will get you there. But first you have to want it.
A.J.A.
P.S.W.
La Jolla, CA.
Nov. 1986
Book Dimension :
length: (cm)21.4 width:(cm)14.5
作者简介
目录信息
读后感
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读完《非操纵式销售》后，我最大的感受是，这本书真正做到了“授人以渔”。它没有提供一套僵化的公式，也没有灌输一些速成的技巧，而是从根本上改变了我们看待销售的方式。作者在书中反复强调，销售的本质是建立连接，是理解，是帮助。他认为，一个好的销售人员，首先要是一个好的倾听者，其次是一个好的问题解决者，最后才是产品或服务的提供者。书中有很多关于如何建立信任的细节，例如如何通过真诚的肢体语言、眼神交流，以及富有同理心的语言来拉近与客户的距离。作者还详细讲解了如何通过了解客户的“痛点”来找到切入点，并提供有针对性的解决方案。我印象非常深刻的是，书中有一个例子，讲述了一个销售人员如何通过耐心细致的沟通，帮助一位面临技术难题的企业找到了最适合他们的软件解决方案，而这位客户在此之前已经尝试了多种产品，都未能解决问题。这个例子让我明白，真正的销售不仅仅是推销产品，更是要深入理解客户的困境，并提供真正有效的帮助。这本书的价值在于，它不仅仅教我们如何“卖”，更教我们如何“赢”。它让我们明白，赢不是通过算计，而是通过帮助他人成功。这本书让我重新审视了自己的销售理念，也让我对接下来的销售工作充满了新的热情和方向。
评分《非操纵式销售》这本书，对于我这个长期在商业一线工作的人来说，无疑是一场及时的“思想洗礼”。我一直认为，销售是一种博弈，是双方信息不对称下的心理战。但这本书，却用一种截然不同的视角，向我展示了销售的另一种可能性——一种建立在真实连接和共同价值上的互动。作者在书中详细阐述了“信任”的重要性，并提供了许多非常实际的方法来培养和巩固客户的信任。他认为，信任不是一夜之间建立的，而是通过持续的真诚、专业的服务和可靠的承诺一点一滴积累起来的。书中关于“透明度”的章节，给我留下了深刻的印象。作者鼓励销售人员在整个销售过程中保持开放和诚实，即使这意味着要承认产品的某些局限性。他认为，这样做反而更能赢得客户的尊重和信任。我尤其欣赏书中关于“长期视角”的论述。作者反复强调，我们不应该只关注眼前的交易，而应该着眼于与客户建立长期的合作关系。他通过大量的案例说明，那些能够持续为客户创造价值、并与客户共同成长的销售人员，最终能够获得更大的成功。这本书让我重新认识到，销售并非是一种需要“压迫”或“说服”他人的行为，而更像是一种“赋能”和“合作”。它教导我们如何成为客户值得信赖的顾问，如何与他们并肩作战，共同克服挑战，实现共赢。这是一种更高级、也更令人满意的工作方式。
评分《非操纵式销售》（Non-Manipulative Selling）这本书，读完之后，我发现它彻底颠覆了我过去对销售的认知。以前总觉得销售就是一种技巧，一种与人周旋、讨价还价的艺术，似乎总是带着一丝“套路”的痕迹。然而，这本书所倡导的“非操纵式销售”理念，却像是清流一样，直击我内心深处对诚实与尊重的渴望。作者并非空谈理论，而是通过大量真实的案例，详细剖析了如何建立一种基于信任、理解和互利的销售关系。他反复强调，真正的销售并非要“说服”客户购买，而是要“帮助”客户做出最适合他们的决定。这种视角的变化，对我来说是革命性的。我开始意识到，当我们将焦点从“卖出产品”转移到“满足需求”时，整个销售过程会变得多么不同。书中关于倾听的章节，更是让我醍醐灌顶。我一直以为自己很会听，但读完后才发现，很多时候我只是在等待对方说完，然后组织我的下一句话。而作者提出的“深度倾听”，即真正理解客户的痛点、动机以及潜在需求，则是一种更高级的境界。他详细描述了如何通过提问、观察肢体语言，甚至是在客户沉默时捕捉那些未被言说的信息，来构建更深层次的连接。我印象最深刻的是，他举了一个例子，关于一个客户本来只是想购买一款入门级产品，但通过深入沟通，销售人员帮助他识别出更深层次的需求，最终引导他选择了更高端、更适合他长期发展的解决方案。这并不是强迫，而是基于对客户的深刻洞察和真诚关怀，最终实现了双赢。这本书让我重新思考了“销售”这个词的意义，它不再是负面的代名词，而是成为了一种传递价值、解决问题的有力工具。
评分《非操纵式销售》这本书，给我带来的最大改变，在于它重塑了我对“说服”这个概念的理解。一直以来，我总觉得销售的本质就是说服，就是要用各种方法让对方点头同意。然而，这本书却告诉我，真正的“非操纵式销售”并非如此。它更像是一种“引导”和“赋能”。作者在书中详细阐述了，销售人员的职责是帮助客户清晰地认识到自己的需求，并引导他们发现最能满足这些需求的产品或服务。他强调，这是一种合作的过程，而不是对抗。书中有很多关于如何提问的技巧，这些技巧并非为了套话，而是为了帮助客户打开心扉，更深入地思考自己的状况。作者鼓励我们去问“为什么”，去探究客户行为背后的动机，去理解他们真正想要达到的目标。我发现，当我们将焦点放在“赋能客户”上时，销售过程会变得更加顺畅和自然。客户不再感到被强迫，而是觉得自己是被尊重和支持的。书中有一个章节，详细讲解了如何处理客户的异议。与我过去理解的“反驳”不同，作者提倡的是“理解并回应”。他教导我们要倾听异议背后的真实顾虑，然后以诚恳的态度去解释和提供解决方案，而不是急于去证明对方是错的。这种处理方式，极大地降低了销售过程中的摩擦，也增加了客户的信任感。总而言之，这本书让我明白，销售的最高境界，是让客户在做出购买决定后，感到庆幸而不是后悔，是因为他们得到了帮助，而不是被算计。
评分我最近阅读了《非操纵式销售》这本书，这本书带给我的启发是多方面的，尤其是在构建和维护客户关系方面。作者在书中非常深入地探讨了如何建立一种可持续的、长期的客户关系，而不是一次性的交易。他提出的“价值共创”理念，让我眼前一亮。他认为，成功的销售不仅仅是提供一个好的产品或服务，更是要与客户一起，在合作的过程中共同创造价值。这意味着销售人员需要成为客户的合作伙伴，理解他们的业务挑战，并共同寻找最佳解决方案。书中有大量的篇幅用来讲解如何成为一个“问题解决者”，而不是一个“推销员”。作者通过详细的步骤和实际的对话技巧，教我们如何深入挖掘客户的真正需求，即使这些需求客户自己可能都没有完全意识到。他举例说明，一个好的销售人员，能够通过提问和引导，帮助客户理清思绪，发现潜在的风险和机会，从而做出更明智的购买决策。我尤其喜欢书中关于“同理心”的部分，作者并没有把同理心仅仅停留在字面意思，而是提供了许多具体的方法来培养和运用同理心，例如设身处地地从客户的角度思考问题，理解他们的感受和顾虑。他反复强调，只有真正站在客户的立场上，才能赢得他们的信任，而信任是建立任何长期合作关系的基础。我感觉这本书不仅仅是写给销售人员的，更像是写给任何需要与人打交道，需要建立良好关系的人。它教会我们如何以一种更人性化、更尊重的方式去与他人互动，从而实现互利的共赢。
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