????3. 說(shuō)得太多，聽得太少。

????赫賈維奇說(shuō)道：“每次推銷會(huì)議都要遵循一定的自然節(jié)奏。而要弄清楚會(huì)議的方向以及你能從會(huì)議中得到什么，需要多傾聽，而不是侃侃而談?！?/p>

????安靜下來(lái)，張開耳朵去傾聽，始終關(guān)注你的目標(biāo)。赫賈維奇說(shuō)道，會(huì)談的過(guò)程應(yīng)該是使對(duì)方建立起對(duì)你和你的公司的信任與尊重，最終相信你所推銷的產(chǎn)品或服務(wù)的價(jià)值，而不是對(duì)方聽你滔滔不絕地講述自己的想法。你絕對(duì)不能成為那樣的推銷員。

????而在講話的時(shí)候，也要明智地選擇措辭。赫賈維奇說(shuō)道：“銷售人員對(duì)潛在客戶說(shuō)出的每一個(gè)詞，都應(yīng)該經(jīng)過(guò)精心設(shè)計(jì)，要以增強(qiáng)關(guān)系和實(shí)現(xiàn)銷售為目標(biāo)。”例如，他說(shuō)，諸如“要想做成你的生意，我需要做些什么？”之類的問題太過(guò)籠統(tǒng)。這是“草率的談話和草率的推銷。”相反，銷售人員應(yīng)該精心雕琢自己的言辭，可以這樣問：“對(duì)于今天的會(huì)議，您有沒有潛在的異議？”如果客戶存在異議，你就能知道對(duì)方的疑慮，以及通過(guò)哪種方式能夠盡快消除對(duì)方的擔(dān)憂。

????4. 忘記自己的目標(biāo)：完成一筆銷售

????開展銷售業(yè)務(wù)可不是去交朋友。你的目標(biāo)是完成銷售。永遠(yuǎn)不要忘記這一點(diǎn)。“人們總說(shuō)：‘我來(lái)這里是為了建立關(guān)系。我要成為他們的朋友。我要了解他們的環(huán)境?！医?jīng)常說(shuō)，有這樣的目的當(dāng)然很好，但你的終極目標(biāo)是向他們推銷，而不是像二手車推銷員一樣。銷售是平等交換的過(guò)程。人們知道你為什么找他們。忽略這一事實(shí)，銷售注定會(huì)失敗。”

????而且，赫賈維奇根本不關(guān)心你的客戶有多“好”。你希望她買你的東西。僅此而已。這位《創(chuàng)智贏家》（Shark Tank）的“老好人”說(shuō)，最令他“討厭的”是，他的某位銷售人員拜訪完客戶之后，滔滔不絕地向他講述那位客戶人有多好。

????“碰到這種情形，我通常會(huì)問，我們是否只接受‘好’人的訂單。人的好壞與銷售無(wú)關(guān)。銷售人員應(yīng)該告訴我客戶的業(yè)務(wù)、預(yù)期和需求，以及完成銷售需要做哪些工作。拜托，別再跟我說(shuō)客戶有‘多好’之類的話。”

????5. 穿著不得體

????談到商業(yè)，穿著時(shí)尚，長(zhǎng)著一雙藍(lán)眼睛的赫賈維奇說(shuō)道，銷售人員最好穿著得體，否則你可能一點(diǎn)機(jī)會(huì)都沒有。換言之，如果穿著不得體，銷售便有可能失敗。

????赫賈維奇說(shuō)道，在進(jìn)行面對(duì)面的業(yè)務(wù)拜訪時(shí)，銷售人員的穿著應(yīng)該與客戶的穿著相呼應(yīng)。當(dāng)然，除非你是億萬(wàn)富翁。那樣的話，上面的建議全部作廢?！叭绻愕纳韮r(jià)達(dá)到25億美元，你也可以穿著斯凱奇休閑鞋（Skechers）和T恤衫參加每一次會(huì)面，就像馬克?庫(kù)班那樣?！保ㄘ?cái)富中文網(wǎng)）

????譯者：劉進(jìn)龍/汪皓

????3. Talking more than listening.

????“Every sales meeting has a natural dance to it, a cadence” Herjavec says. “To understand which way it’s going and what you’re trying to get out of it requires listening more than talking.”

????Pipe down, open your ears and keep your eyes on your goal. Herjavec says it should be to build trust and respect for yourself, your company and, ultimately, in the must-have value of the products or services you’re selling. Not to hear yourself talk or pump up your own ego. You never want to be that sales guy.

????When you do speak, choose your words wisely. “Every word spoken to a prospect should be designed to strengthen the relationship and move toward a sale,” Herjavec writes. For example, he says asking “What can I do to win your business?” is too general. It’s “sloppy talk and sloppy selling.” Sharpen your words and ask this instead: “Do you have any potential objections about today’s meeting?” That way, if your client does, you’ll know which concerns you need to allay and how soon.

????4. Forgetting your mission: To make a sale.

????You’re not in the sales business to make friends. You’re in it to make sales. Never forget that. “People say, ‘Oh, I’m there to build a relationship. I’m there to be their friend. I’m there to learn about their environment.’ I always say, well, that’s all wonderful and great, but at the end of the day, you’re there to sell them something, and not in a used car salesman kind of way. There’s a give and take. People know why you’re there. Losing sight of that fact can lose you a sale.”

????And Herjavec doesn’t care how “nice” your client is either. You want her to buy from you. Period. Ironically, Shark Tank’s “nice guy” says he “hates it” when one of his salespeople returns from a sales call gushing about how nice the person he or she met with is.

????“My usual response is to ask if we take orders only from ‘nice’ people. Nice has nothing to do with it. Give me facts about the customer’s business, expectations and needs, and the things required to make a sale. Deliver me from ‘nice.’”

????5. Not dressing the part.

????When it comes to business, the sharp-dressed, blue-eyed Shark says you’d better look the part or you might not get the part at all. In other words, if you don’t dress for success, you might not close the sale.

????When you’re on a sales call in person, Herjavec says your attire should mirror your client’s. Well, that is unless you’re a billionaire. Then all bets are off. “Of course, once you’re worth $2.5 billion, you can wear Skechers and a T-shirt to every meeting, like Mark Cuban.”