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وظيفة البيع

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Mohamed Dahi
Mohamed Dahi

The document discusses the role of marketing during economic downturns and outlines three stages: maintaining demand, stimulating demand, and expanding to new markets. It also discusses the responsibilities of salespeople such as representing the company, building relationships with customers, and tracking sales metrics.

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‫ﻣﺤﻤﺪ ﺿﺎﺣﻰ‬ ‫١‬
‫دور اﻟﺘﺴﻮﻳﻖ ﻓﻰ ﻇﻞ اﻟﺮآﻮد آﻨﺘﻴﺠﺔ ﻻزﻣﺔ ﺗﺴﻮﻳﻘﻴﺔ‬ ‫اﻟﻮﺿﻊ – ﺗﺮاﺟﻊ اﻟﻄﻠﺐ ﻋﻠﻰ ﺳﻠﻌﺘﻚ‬ ‫ﺛﻼث ﻣﺮاﺣﻞ‬ ‫اﻻﺣﺘﻔﺎظ ﺑﺎﻟﻄﻠﺐ ) ﺣﺪ ادﻧﻰ ﻣﻦ اﻟﻤﺒﻴﻌﺎت( ﺗﻌﺘﻤﺪ ﻋﻠﻰ‬ ‫اﻟﻌﻼﻗﺎت اﻟﻌﻤﻴﻘﺔ ﻣﻊ اﻟﻌﻤﻼء – اﻟﺨﺼﻮﻣﺎت – اﻟﻬﺪاﻳﺎ اﻟﺘﻜﻤﻴﻠﻴﺔ‬ ‫اﻧﻌﺎش اﻟﻄﻠﺐ – اﺳﺘﻤﺎﻟﺔ اﻟﻌﻤﻼء اﻟﺬﻳﻦ اﻧﺼﺮﻓﻮا ﻋﻦ اﺳﺘﻬﻼك‬ ‫ﺳﻠﻌﺘﻚ ﻳﻤﻜﻦ اﻻﺳﺘﻔﺎدة ﻣﻦ اﻟﻤﻨﺎﺳﺒﺎت ) دﻳﻨﻴﺔ – اﺟﺘﻤﺎﻋﻴﺔ -...‬ ‫اﻟﺘﻮﺳﻊ واﻟﻨﻤﻮ – ﻓﺘﺢ اﺳﻮاق ﺟﺪﻳﺪة‬ ‫اﻻزﻣﺎت ﺑﺴﺒﺐ رآﻮد اﻗﺘﺼﺎدى – ﻣﻨﺎﻓﺴﺔ ﺷﺪﻳﺪة – ﻣﺸﻜﻠﺔ ﺧﺎﺻﺔ ﺑﺎﻟﺸﺮآﺔ آﻜﻞ‬ ‫٢‬
‫ﻣﻬﺎم رﺟﻞ اﻟﻤﺒﻴﻌﺎت‬ ‫اﻧﺖ ﺗﻤﺜﻞ ﺷﺮآﺘﻚ‬ ‫ﺗﻌﻜﺲ ﺻﻮرة اﻟﺸﺮآﺔ‬ ‫زﻳﺎرﺗﻚ ﻟﻠﻌﻤﻴﻞ ﺗﺘﻌﻠﻖ ﺑﻤﻨﺘﺠﺎﺗﻚ‬ ‫ﺑﻨﺎء ﻋﻼﻗﺔ ﻣﻊ اﻟﻌﻤﻴﻞ‬ ‫اﻳﺼﺎل رﺳﺎﻟﺔ اﻟﺸﺮآﺔ ﻟﻠﻌﻤﻴﻞ‬ ‫ﻋﺮض ﺧﺼﺎﺋﺺ اﻟﺴﻠﻌﺔ وﻓﻮاﺋﺪهﺎ‬ ‫٣‬
‫ﺗﻮﺿﻴﺢ ﻣﺰاﻳﺎ اﻟﺴﻠﻌﺔ ﻟﻠﻌﻤﻴﻞ ﺑﺎﻟﻨﺴﺒﺔ ﻟﻠﻤﻨﺎﻓﺴﻴﻦ‬ ‫ﺑﻨﺎء اﻟﻮﻻء ﻣﻊ اﻟﻌﻤﻴﻞ‬ ‫ﻣﺘﺎﺑﻌﺔ اﻟﻌﻤﻼء ﻓﻰ ﻣﻨﻄﻘﺘﻚ‬ ‫ﺻﻴﺎﻧﺔ اﻟﺼﻠﺔ ﻣﻌﻬﻢ‬ ‫ﻣﻼﺣﻈﺔ ﻧﻤﻮ ﺳﻮق ﻣﻨﺘﺠﺎﺗﻚ وﺣﺼﺘﻬﺎ ﻣﻊ اﻟﻤﻨﺎﻓﺴﻴﻦ‬ ‫رﻗﺎﺑﺔ ﻧﺠﺎﺣﻚ ﻣﻦ ﺧﻼل ارﻗﺎم ﻣﺒﻴﻌﺎﺗﻚ‬ ‫٤‬
‫ﻣﺘﺎﺑﻌﺔ اﻟﺘﻮزﻳﻊ‬ ‫اﻟﻤﺘﺎﺑﻌﺔ اﻟﻴﻮﻣﻴﺔ او اﻻﺳﺒﻮﻋﻴﺔ ﻟﻤﻌﺪﻻت ﻃﻠﺒﺎت اﻟﻌﻤﻼء‬ ‫ﻓﺘﺢ ﻣﻨﺎﻃﻖ ﺟﺪﻳﺪة وﺗﻘﺪﻳﻢ ﻣﻨﺘﺠﺎﺗﻚ ﺑﻬﺎ‬ ‫ﺿﻊ ﻧﻈﺮك ﻋﻠﻰ ﻣﺮاآﺰ اﻟﺘﻮزﻳﻊ اﻟﻜﺒﻴﺮة‬ ‫٥‬
‫اﻟﺒﻴﻊ‬ ‫هﻰ اﻟﻌﻤﻠﻴﺔ اﻟﺘﻰ ﻣﻦ ﺧﻼﻟﻬﺎ ﻳﻘﻮم رﺟﻞ اﻟﻤﺒﻴﻌﺎت ﺑﻌﺮض‬ ‫ﻓﻮاﺋﺪ اﻟﺴﻠﻌﺔ اﻟﻤﻼﺋﻤﺔ ﻟﻠﻌﻤﻴﻞ‬ ‫وﻟﻜﻰ ﻳﺤﺪث اﻟﺒﻴﻊ ﻻﺑﺪ ﻣﻦ وﺟﻮد‬ ‫ﻋﻤﻼء‬ ‫ﻋﻤﻼء‬ ‫ﻋﻤﻼء‬ ‫ﻋﻤﻼء‬ ‫٦‬
‫اﻟﻤﻨﺪوب اﻟﻨﻤﻮذﺟﻰ‬ ‫اﻟﻤﻈﻬﺮ‬ ‫اﻻﺑﺘﺴﺎﻣﺔ‬ ‫اﻟﺜﻘﺔ‬ ‫ﺣﺴﻦ اﻻﺳﺘﻤﺎع‬ ‫ﺟﻴﺪ اﻟﻤﻼﺣﻈﺔ‬ ‫اﻻﻣﺎﻧﺔ‬ ‫اﺗﺒﺎع ﺳﻴﺎﺳﺔ اﻟﺸﺮآﺔ‬ ‫ﻳﺠﻴﺪ اﻟﻌﻤﻞ ﺑﺮوح اﻟﻔﺮﻳﻖ‬ ‫٧‬
‫اﻻدوات اﻟﻤﺴﺎﻋﺪة‬ ‫اﻟﺸﻨﻄﺔ‬ ‫اﻟﻘﻠﻢ‬ ‫اﻟﻜﺮت اﻟﺸﺨﺼﻰ‬ ‫ادوات اﻟﺘﺮوﻳﺞ‬ ‫آﺘﻴﺐ‬ ‫ﻋﻴﻨﺎت‬ ‫هﺪاﻳﺎ‬ ‫ادوات آﺘﺎﺑﻴﺔ‬ ‫دﻓﺘﺮ ﻣﻼﺣﻈﺎت‬ ‫٨‬
‫ﻣﻬﺎرات اﻟﺒﻴﻊ‬ ‫اﻟﺘﻰ ﺗﺴﺘﺨﺪم اﺛﻨﺎء اﻻﺗﺼﺎل ﺑﺎﻟﻌﻤﻴﻞ‬ ‫) اﻟﻬﺪف ﺗﻐﻄﻴﺔ اﺣﺘﻴﺎﺟﺎت اﻟﻌﻤﻴﻞ وأرﺿﺎﺋﻪ(‬ ‫٩‬
‫اﻻﻃﺎراﻟﻌﺎم ﻟﻌﻤﻠﻴﺔ اﻟﺒﻴﻊ‬ ‫اﻻﻓﺘﺘﺎح‬ ‫اﻟﺘﺤﻘﻖ‬ ‫اﻟﺪﻋﻢ‬ ‫اﻟﺨﺘﺎم‬ ‫اﻟﺘﻠﺨﻴﺺ‬ ‫اﻻﻟﺘﺰام‬ ‫اﻟﺘﻌﺎﻣﻞ ﻣﻊ اﻻﻋﺘﺮاﺿﺎت‬ ‫اﻻﻧﻮاع اﻟﻤﺨﺘﻠﻔﺔ ﻣﻦ اﻟﻌﻤﻼء‬ ‫٠١‬
‫اﻻﻓﺘﺘﺎح‬ ‫آﻴﻔﻴﺔ ﺑﺪء اﻟﺤﺪﻳﺚ ﻟﺠﺬب اﻟﻌﻤﻴﻞ ﻟﻼهﺘﻤﺎم ﺑﺎﻟﺴﻠﻌﺔ واﻟﻤﻮاﻓﻘﺔ ﻋﻠﻴﻬﺎ‬ ‫ﻓﻰ ﺑﺪاﻳﺔ اى ﻟﻘﺎء اﺑﺪاء ﺑﻨﻐﻤﺔ ﻣﺮﻳﺤﺔ ﻟﻔﺘﺢ ﻗﻨﺎة اﺗﺼﺎل ﻣﻌﻪ ﺑﺎﺳﻠﻮب‬ ‫اﺣﺘﺮاﻓﻰ ﺳﻮاء ﺑﺎﻻﺷﺎرة اﻟﻰ اﺟﺘﻤﺎع ﺳﺎﺑﻖ او اﻋﻼن ﻓﻰ ﻣﺠﻠﺔ او ﺳﺮد‬ ‫ﻗﺼﺔ ﻻﻋﻄﺎء اﻟﻌﻤﻴﻞ ﺳﺒﺐ ﻟﻼﺳﺘﻤﺮار ﻓﻰ اﻟﺤﺪﻳﺚ‬ ‫١١‬
‫آﻴﻒ ﺗﺒﺪاء‬ ‫ذآﺮ اﻟﻐﺮض ﻣﻦ اﻟﺤﺪﻳﺚ ورﺑﻄﻪ ﺑﺎﻟﺴﻠﻌﺔ‬ ‫ذآﺮ اﻟﻘﻴﻤﺔ‬ ‫ﺗﺤﻘﻖ ﻣﻦ ﻗﺒﻮﻟﻪ - ﻃﺒﻘﺎ ﻟﻠﺤﺪﻳﺚ اﻟﺴﺎﺑﻖ‬ ‫ﺗﺄآﺪ ﻣﻦ اﻧﻚ واﻟﻌﻤﻴﻞ ﻓﻰ اﺗﺠﺎﻩ واﺣﺪ‬ ‫٢١‬
‫وﺳﺎﺋﻞ ﺟﺬب اﻻﻧﺘﺒﺎة‬ ‫اﻻﺑﺘﺴﺎﻣﺔ‬ ‫اﻟﻤﺼﺎﻓﺤﺔ اﻟﺤﺎزﻣﺔ‬ ‫اﻟﺘﺤﺪث ﺑﻮﺿﻮح‬ ‫اﻧﻄﻖ اﺳﻤﻚ ﺻﺢ‬ ‫اﺳﺘﺨﺪم اﺳﻢ اﻟﻌﻤﻴﻞ‬ ‫٣١‬
‫اهﺪاف ﺟﺬب اﻻﻧﺘﺒﺎﻩ‬ ‫اﻟﺤﺼﻮل ﻋﻠﻰ اﻧﺘﺒﺎﻩ‬ ‫‪Awaken the need‬‬ ‫اﻟﺘﺎهﻴﻞ ﻟﻌﺮض ﻓﻜﺮﺗﻚ اﻟﺮﺋﻴﺴﻴﺔ‬ ‫٤١‬
‫اﺳﺎﻟﻴﺐ ﺟﺬب اﻻﻧﺘﺒﺎﻩ‬ ‫ﻣﻘﺪﻣﺔ‬ ‫اﻟﻔﻮاﺋﺪ‬ ‫اﻻﺳﺌﻠﺔ‬ ‫اﻻﻃﺮاء‬ ‫اﻻﺣﺎﻟﺔ‬ ‫هﺪف اﻻﺳﺌﻠﺔ ﺟﻤﻊ اﻟﻤﻌﻠﻮﻣﺎت وﻣﻌﺮﻓﺔ اﺣﺘﻴﺎﺟﺎت اﻟﻌﻤﻴﻞ‬ ‫٥١‬
‫اﻟﺘﺤﻘﻖ‬ ‫اﻟﺘﺤﻘﻖ )‪( open questions‬‬ ‫وذﻟﻚ ﻟﺘﺸﺠﻴﻊ اﻟﻌﻤﻴﻞ ﻋﻠﻰ اﻟﺮد ﺑﺤﺮﻳﺔ ﻋﻠﻰ اﻻﺳﺌﻠﺔ‬ ‫ﻣﺜﻞ – ﻣﻦ – ﻟﻤﺎذا-اﻳﻦ-ﻣﺘﻰ-اﺧﺒﺮﻧﻰ-‬ ‫هﻞ اﺳﺘﺨﺪﻣﺖ هﺬﻩ ﺳﺎﺑﻘﺎ؟‬ ‫ﻣﺎذا ﺣﺪث ﻋﻨﺪﻣﺎ اﺳﺘﺨﺪﻣﺘﻬﺎ؟‬ ‫ﻣﺘﻰ ﺑﺪاءت ﺗﻼﺣﻆ ذﻟﻚ؟‬ ‫اﻳﻦ ﺑﺪاء ذﻟﻚ؟‬ ‫٦١‬
‫‪Closed probe‬‬ ‫ﻟﺘﺤﺪﻳﺪ اﺟﺎﺑﺔ اﻟﻌﻤﻴﻞ ﺑﻨﻌﻢ او ﻻ او اﻻﺧﺘﻴﺎر ﻣﻦ ﻋﺪة ﺑﺪاﺋﻞ‬ ‫ﻟﺘﺎآﻴﺪ اﻟﺤﺎﺟﺔ ﻋﻨﺪ اﻟﻌﻤﻴﻞ‬ ‫اﺳﺘﺨﺪم اﻻﺳﺌﻠﺔ اﻟﻤﻔﺘﻮﺣﺔ اآﺜﺮ ﻣﻦ اﻟﻤﻐﻠﻘﺔ‬ ‫ﻣﺜﻞ‬ ‫هﻞ ﻳﺤﺪث ذﻟﻚ؟‬ ‫هﻞ اﻧﺖ ﻣﺘﺄآﺪ؟‬ ‫هﻞ ﻳﻮﺟﺪ اﺿﺎﻓﺔ اﺧﺮى؟‬ ‫٧١‬
‫ﺧﻄﻮات ﻋﻤﻠﻴﺔ اﻟﺒﻴﻊ‬ ‫ﻣﻌﺮﻓﺔ ﻣﺪى اﻻﺣﺘﻴﺎج ﻟﻠﺴﻠﻌﺔ‬ ‫ﻣﻌﺮﻓﺔ اﻟﻔﺮﺻﺔ واﺳﺘﻐﻠﻠﻬﺎ‬ ‫دﻋﻢ ﻋﺮﺿﻚ ﺑﺬآﺮﻓﻮاﺋﺪ اﻟﺴﻠﻌﺔ اﻟﺘﻰ ﺗﻬﻢ اﻟﻌﻤﻴﻞ‬ ‫اﻗﺮاء اﺷﺎرات اﻟﻌﻤﻴﻞ) اﺳﺘﻌﺪادة ﻟﻠﺸﺮاء(‬ ‫اﺧﺘﻢ ﻓﻰ اﻟﻮﻗﺖ اﻟﻤﻨﺎﺳﺐ‬ ‫٨١‬
Need & Opportunities Need customer want or desire that can be satisfied by your product Opportunity Customer problem or dissatisfaction that could be solved by your product ١٩
‫اﻟﻜﻠﻤﺎت اﻟﺮﺋﻴﺴﻴﺔ اﻟﺘﻰ ﺗﻌﺒﺮ ﻋﻦ اﻟﺤﺎﺟﺔ واﻟﻀﺮورة‬ ‫ﻳﺮﻏﺐ – ﻳﺮﻳﺪ – ﻣﻬﺘﻢ ﺑـ - ﻳﺒﺤﺚ ﻋﻦ - ....‬ ‫اﻣﺜﻠﺔ ﻟﻠﻔﺮﺻﺔ – اﻟﻌﻤﻴﻞ ﻳﺸﺘﻜﻰ ﻣﻦ اﺳﺘﺨﺪام ﺳﻠﻌﺔ ﻣﻌﻴﻨﺔ‬ ‫اﻣﺜﻠﺔ ﻟﻠﺮد – اﻧﺖ ﺻﺢ اﻧﺎ ﻣﻮاﻓﻖ اﻧﺖ ﺗﺤﺘﺎج اﻟﻰ ......‬ ‫ﻣﻈﺒﻮط ﻓﻬﻤﺖ ﻟﻴﻪ ﺳﻠﻌﺘﻰ ﻣﻬﻤﺔ ﻟﻴﻚ ﺟﺪا........‬ ‫ﺛﻢ اﻋﺮض آﺘﻴﺐ ﻳﻮﺿﺢ اﻟﻔﺎﺋﺪة اﻟﻤﻨﺎﺳﺒﺔ ﻟﻠﻌﻤﻴﻞ ) ‪( needs‬‬ ‫٠٢‬
Mind Visual %٨٠ ‫ﻣﺮﺋﻰ‬ Listening ‫ﺳﻤﻌﻰ‬ %٢٠ ٢١
Main Message The main message leads to the discussion of benefits and features A feature is a characteristic of your product while a benefit is the value of the product for the customer Less expensive ‫ﻳﻤﺪ اﻟﻌﻤﻼء ب‬ save the customer money ٢٢ ‫ﻣﺘﻮﻓﺮ ﻓﻰ اﺷﻜﺎل ﻣﺨﺘﻠﻔﺔ‬
Closing You agree with your customer on appropriate next steps for moving a mutually beneficial decision forward. When to close The customer signals a readiness to move ahead The customer has accepted the benefits you have described. ٢٣
‫?‪How to close‬‬ ‫ﻟﺨﺺ ﻣﻊ اﻟﺘﺮآﻴﺰ ﻋﻠﻰ اﻟﻔﻮاﺋﺪ اﻟﻠﻰ ﻋﺠﺒﺘﻪ.‬ ‫اﻗﺘﺮح اﻟﺨﻄﻮة اﻟﺘﺎﻟﻴﺔ.‬ ‫ﺗﺄآﺪ ﻣﻦ اﻟﻘﺒﻮل ‪. Acceptance‬‬ ‫اﻓﺮض اﻧﻚ ﺧﻠﺼﺖ ﺣﺪﻳﺜﻚ وﻣﺎزال هﻨﺎك اﻋﺘﺮاض ﻣﻦ اﻟﻌﻤﻴﻞ‬ ‫ﻓﻰ هﺬﻩ اﻟﺤﺎﻟﺔ اﻧﺖ ﺗﻮاﺟﻪ اﺣﺪ هﺬﻩ اﻟﻤﻮاﻗﻒ‬ ‫٤٢‬
‫ﻣﻮاﻗﻒ اﻟﻌﻤﻼء‬ Customer indifference Skepticism Misunderstanding Drawbacks ‫اﻻﻣﺒﺎﻻة ﻣﻦ اﻟﻌﻤﻼء‬ ‫اﻟﺸﻚ‬ ‫ﺳﻮء اﻟﻔﻬﻢ‬ ‫ﻋﻴﻮب أو ﺳﻠﺒﻴﺎت‬ ٢٥
‫‪Objections‬‬ ‫اﻻﻋﺘﺮاض ﺷﻰء ﻻﻳﺨﺎف ﻣﻨﻪ اﺑﺪا‬ ‫رﺟﻞ اﻟﻤﺒﻴﻌﺎت اﻟﻜﻒء ﻳﺤﻮﻟﻪ اﻟﻰ ﻓﺮﺻﻪ‬ ‫اﻻﻋﺘﺮاض ﻳﻨﺒﻐﻰ ﺗﻔﺴﻴﺮﻩ آﻄﻠﺐ ﻣﻌﻠﻮﻣﺎت‬ ‫اﺿﺎﻓﻴﺔ‬ ‫ﻣﺎ هﻮ اﺣﺘﻤﺎل اﻟﺴﺒﺐ ﻓﻰ اﻻﻋﺘﺮاض؟‬ ‫اﻻﻓﻜﺎر اﻟﺠﺪﻳﺪة ﻣﻌﻨﺎهﺎ ان اﻟﻘﺪﻳﻤﺔ ﺧﻄﺎء‬ ‫اﻟﺨﻮف ﻣﻦ اﻟﻘﺮار اﻟﺨﻄﺎء‬ ‫ اﻟﺤﺎﺟﺔ اﻟﻰ اﻟﻄﻤﺎﻧﻴﻨﺔ‬‫ﻧﻘﺺ اﻟﻤﻌﻠﻮﻣﺎت‬ ‫ ﻟﻢ ﻳﻔﻬﻢ اﻟﺘﻮﺿﻴﺢ‬‫اﺧﺘﺒﺎر ﻋﻘﻴﺪة رﺟﻞ اﻟﻤﺒﻴﻌﺎت‬ ‫٦٢‬
Overcoming objections You have to develop positive attitude You must have empathy Don’t argue Don’t attack after overcoming objection Help them answer their objections ٢٧
Answering Objections Methods Objections anticipate Objections forestall Objections valid admit The answer postpone The objections deny Agree and counter question ‫ﺗﻮﻗﻊ اﻻﻋﺘﺮاﺿﺎت‬ ‫إﺣﺒﺎط اﻻﻋﺘﺮاﺿﺎت‬ ‫ﺻﺎﻟﺢ - اﻻﻋﺘﺮاف‬ ‫ﺗﺄﺟﻴﻞ اﻟﺠﻮاب‬ ‫ﻳﻨﻜﺮ اﻻﻋﺘﺮاﺿﺎت‬ (‫أواﻓﻖ ﺛﻢ اﻟﻤﻀﺎد) اﻟﻌﻜﺲ‬ ‫اﻟﺴﺆال‬ ٢٨
Plan for answering objections Relax Listen actively Questions for clarification Restate the objection evaluate the objection Decide the technique to answer Answer Get commitments Try to close ٢٩
‫١- اﺳﺒﺎب ﻋﺪم اهﺘﻤﺎم اﻟﻌﻤﻴﻞ‬ ‫راﺿﻰ ﻋﻦ اﻟﺴﻠﻌﺔ اﻟﻠﻰ ﻣﻌﺎﻩ‬ ‫ﻻ ﻳﺪرك اﻧﻪ ﻳﻤﻜﻦ ﺗﺤﺴﻴﻦ ﻇﺮوﻓﻪ اﻟﺤﺎﻟﻴﺔ‬ ‫ﻻﻳﺮى اهﻤﻴﺔ اﻟﺘﻐﻴﻴﺮ‬ ‫اﻟﺨﻮف ﻣﻦ ﺣﺪوث ﺗﺎﺛﻴﺮ ﺳﻠﺒﻰ ﻟﺴﻠﻌﺘﻚ‬ ‫اﻋﺮف وﺟﻬﺔ ﻧﻈﺮة – اﻻﺗﺠﺎة ﻟﻌﻤﻞ وﻋﻰ ﻟﻠﻌﻤﻼء‬ ‫ﺑﺎﺣﺘﻴﺎﺟﺎﺗﻬﻢ – اﺳﺘﻜﺸﻒ ﻇﺮوف اﻟﻌﻤﻴﻞ وﻣﻌﺮﻓﺔ اﻟﻔﺮﺻﺔ‬ ‫اﻟﻤﻨﺎﺳﺒﺔ ﻣﻊ ﺗﺎآﻴﺪ وﺟﻮدة اﻟﺤﺎﺟﺔ واﻟﺮﻏﺒﺔ ﻟﺪﻳﺔ‬ ‫٠٣‬
‫٢-اﻟﻌﻤﻴﻞ اﻟﺸﻜﺎك‬ ‫اﻟﻌﻤﻴﻞ ﻳﺸﻚ ﻓﻰ ﺳﻠﻌﺘﻚ وﺷﺮآﺘﻚ‬ ‫اﻋﺮف ﺳﺒﺐ اﻟﻘﻠﻖ‬ ‫ﻗﺪم اﻟﺪﻟﻴﻞ ذو اﻟﺼﻠﺔ‬ ‫ﺗﺤﻘﻖ ﻣﻦ وﺟﻮد اﻟﻘﺒﻮل‬ ‫١٣‬
‫٣- ﺳﻮء اﻟﻔﻬﻢ ﻣﻦ اﻟﻌﻤﻴﻞ‬ ‫اﻟﻌﻤﻴﻞ هﻨﺎ ﻟﺪﻳﻪ ﻗﻠﻖ ﻣﻦ ان ﺳﻠﻌﺘﻚ ﻟﻦ ﺗﻘﺪم ﻟﻪ اﻟﺨﺼﺎﺋﺺ‬ ‫او اﻟﻔﻮاﺋﺪ اﻟﻤﻨﺎﺳﺒﺔ ﻟﻪ ﻓﻰ ﺣﻴﻦ اﻧﻬﺎ ﻳﻤﻜﻦ ﺗﻘﺪﻳﻤﻬﺎ ﻟﻪ.‬ ‫اﻟﺘﺎآﺪ ﻣﻦ اﻟﺴﺒﺐ وراء اﻟﻘﻠﻖ‬ ‫ﻗﺪم اﻟﺪﻟﻴﻞ ذو اﻟﺼﻠﺔ ﺑﺎﻟﺨﺼﺎﺋﺺ واﻟﻔﻮاﺋﺪ‬ ‫ﺗﺤﻘﻖ ﻣﻦ وﺟﻮد اﻟﻘﺒﻮل‬ ‫٢٣‬
‫٤- اﻟﻌﻴﻮب واﻟﻌﻘﺒﺎت‬ ‫آﻞ ﻣﻨﺘﺞ وآﻞ ﺷﺮآﺔ ﻟﻬﺎ ﺣﺪود‬ ‫ﻻﻳﻤﻜﻨﻚ ارﺿﺎء آﻞ اﺣﺘﻴﺎﺟﺎت اﻟﻌﻤﻼء‬ ‫ﻋﻨﺪﻣﺎ ﻳﻜﻮن اﻟﻌﻤﻼء ﻋﻨﺪهﻢ ﺳﻮء ﻓﻬﻢ ﻟﺴﻠﻌﺘﻚ وﻏﻴﺮ راﺿﻴﻴﻦ‬ ‫ﻋﻦ ﻋﺪم وﺟﻮد ﻣﻴﺰة او ﻓﺎﺋﺪة ﻓﻴﻬﺎ ﻓﺄﻧﺖ ﺗﺘﻌﺎﻣﻞ ﻓﻰ ﻣﻮﻗﻒ‬ ‫اﻟﻌﻴﻮب ) ﺣﺎﺟﺔ ﻻ ﻳﻤﻜﻦ ان ﺗﻠﺒﻰ (‬ ‫آﻞ ﻣﻨﺘﺞ وآﻞ ﺷﺮآﺔ ﻟﻬﺎ ﺣﺪود‬ ‫ﻻﻳﻤﻜﻨﻚ ارﺿﺎء آﻞ اﺣﺘﻴﺎﺟﺎت اﻟﻌﻤﻼء‬ ‫ﻋﻨﺪﻣﺎ ﻳﻜﻮن اﻟﻌﻤﻼء ﻋﻨﺪهﻢ ﺳﻮء ﻓﻬﻢ ﻟﺴﻠﻌﺘﻚ وﻏﻴﺮ راﺿﻴﻴﻦ‬ ‫ﻋﻦ ﻋﺪم وﺟﻮد ﻣﻴﺰة او ﻓﺎﺋﺪة ﻓﻴﻬﺎ ﻓﺄﻧﺖ ﺗﺘﻌﺎﻣﻞ ﻓﻰ ﻣﻮﻗﻒ‬ ‫اﻟﻌﻴﻮب ) ﺣﺎﺟﺔ ﻻ ﻳﻤﻜﻦ ان ﺗﻠﺒﻰ (‬ ‫٣٣‬
‫ﺣﻞ ﻣﺸﺎآﻞ اﻟﻌﻴﻮب‬ ‫اﻟﺘﺎآﺪ ﻣﻦ اﻟﺴﺒﺐ وراء اﻟﻘﻠﻖ‬ ‫اﻋﺪ اﻟﺘﺮآﻴﺰ ﻋﻠﻰ اﻟﺼﻮرة اﻟﻜﺒﺮى‬ ‫رﺟﺢ اﻟﺴﻠﺒﻴﺎت ﻣﻊ اﻟﻔﻮاﺋﺪ اﻟﻤﻘﺒﻮﻟﺔ ﺳﺎﺑﻘﺎ‬ ‫ﺗﺤﻘﻖ ﻣﻦ وﺟﻮد اﻟﻘﺒﻮل‬ ‫ﻣﻤﺎ ﺳﺒﻖ ﻳﺘﻀﺢ ﻓﻰ ﺟﻤﻴﻊ اﻻﺣﻮال اﻧﻪ ﻳﺠﺐ‬ ‫اﻟﺘﺤﻘﻖ واﻟﺘﺤﺮى اﻳﻦ ﺗﻮﺟﺪ اﻟﻤﺸﻜﻠﺔ ﻟﺬﻟﻚ ﻳﺠﺐ ان ﺗﺘﻌﺎﻣﻞ‬ ‫ﺑﺎﺣﺘﺮاﻓﻴﺔ ﻓﻰ اﻟﺤﺼﻮل ﻋﻠﻰ آﻞ اﻟﻤﻌﻠﻮﻣﺎت واﻻﺳﺌﻠﺔ اﻟﻤﻨﺎﺳﺒﺔ‬ ‫ﺣﻴﺚ ﻳﺸﻌﺮ اﻟﻌﻤﻴﻞ اﻧﻚ ﻻ ﺗﻀﻴﻊ وﻗﺘﻪ.‬ ‫٤٣‬
‫اﺷﻜﺎل اﻟﻌﻤﻼء‬ ‫اﻟﻤﺄﻣﻮﻟﻴﻦ‬ ‫‪a suspects‬‬ ‫اﻟﻌﻤﻼء اﻟﻤﺘﻮﻗﻌﻴﻦ اﻟﻔﺎﻋﻠﻴﻦ‬ ‫‪a prospects‬‬ ‫اﻟﻤﺴﺘﺨﺪم - اﻟﻔﻌﻠﻰ‬ ‫‪a customer‬‬ ‫اﻟﻌﻤﻼء ﻏﻴﺮ اﻟﻔﻌﺎﻟﻴﻦ‬ ‫‪Inactive‬‬ ‫ﻋﻤﻴﻞ ﻣﺮﺑﺢ‬ ‫‪A profitable customer‬‬ ‫٥٣‬
‫اﻟﺴﻴﺎﺳﺎت اﻟﻤﺘﺒﻌﺔ ﻟﻠﺘﻌﺎﻣﻞ ﻣﻊ اﻻزﻣﺎت‬ ‫اﻻﻧﺘﺎﺟﻴﺔ – ﺗﻨﻮﻳﻊ اﻟﻤﻨﺘﺠﺎت ﺑﺎدﺧﺎل اﻧﻮاع ﺟﺪﻳﺪة ﻣﻦ ﻣﺰﻳﺞ‬ ‫اﻟﻤﻨﺘﺠﺎت اﻟﺤﺎﻟﻴﺔ‬ ‫او اﺳﺘﻜﻤﺎل ودﻣﺞ ﻓﻰ اﻟﻤﻨﺘﺠﺎت اﻟﺤﺎﻟﻴﺔ‬ ‫اﻧﺘﺎج ﺳﻠﻊ ﺧﺎﺻﺔ ﻻﻓﺮاد ﻗﺎدرﻳﻦ ﻋﻠﻰ ﺗﺤﻤﻞ ﺗﻜﻠﻔﺘﻬﺎ‬ ‫اﻟﺘﺴﻌﻴﺮ – اﺳﻌﺎر ﺷﺒﺔ اﻟﺠﻤﻠﺔ ﻓﻰ ﺣﺎﻟﺔ رآﻮد اﻗﺘﺼﺎدى‬ ‫ﻗﻠﺔ اﻟﺪﺧﻞ وﺑﺎﻟﺘﺎﻟﻰ اﻟﻘﻮة اﻟﺸﺮاﺋﻴﺔ – ﻳﺘﻢ اﻋﺪاد وﺣﺪات ﻣﻦ‬ ‫ﻣﺠﻤﻮﻋﺎت ﻣﺨﺘﻠﻔﺔ وﺑﻴﻌﻬﺎ آﻮﺣﺪة واﺣﺪة ﺑﺴﻌﺮ ﻣﺨﺘﻠﻒ وﻓﻖ‬ ‫ﺗﻜﺎﻣﻞ اﻟﻤﻨﺘﺞ ) اﻻﺣﺬﻳﺔ - ( اﻟﻌﺪد – اﺳﻌﺎر اﻟﺘﺤﻤﻴﻞ –‬ ‫اﻟﺨﺼﻮﻣﺎت اﻟﺤﻘﻴﻘﺔ‬ ‫٦٣‬
‫اﻟﺘﺮوﻳﺞ – ﺗﻨﺸﻴﻂ اﻟﻤﺒﻴﻌﺎت ﻣﻦ ﺧﻼل :‬ ‫ﻋﻘﺪ ﻣﺴﺎﺑﻘﺎت اﻟﺠﻮاﺋﺰ‬ ‫اﻟﻬﺪاﻳﺎ واﻟﺘﺒﺮﻋﺎت ﻟﻠﻤﺴﺘﺸﻔﻴﺎت واﻟﻤﻼﺟﻰء‬ ‫اﺳﺘﻐﻼل اﻻﻋﻴﺎد واﻟﻤﻨﺎﺳﺒﺎت‬ ‫ﺧﻠﻖ اﻟﻤﻨﺎﺳﺒﺎت ) ﻋﻴﺪ اﻟﺤﺐ(‬ ‫اﻟﺘﻮزﻳﻊ – اهﻤﻴﺔ اﻟﻠﺠﻮء ﻟﻠﻮﺳﻄﺎء ﻧﻈﺮا ﻟﻤﻜﺎﻧﻴﺎﺗﻪ وﻋﻼﻗﺎﺗﻪ‬ ‫٧٣‬

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  • 3. ‫ﻣﻬﺎم رﺟﻞ اﻟﻤﺒﻴﻌﺎت‬ ‫اﻧﺖ ﺗﻤﺜﻞ ﺷﺮآﺘﻚ‬ ‫ﺗﻌﻜﺲ ﺻﻮرة اﻟﺸﺮآﺔ‬ ‫زﻳﺎرﺗﻚ ﻟﻠﻌﻤﻴﻞ ﺗﺘﻌﻠﻖ ﺑﻤﻨﺘﺠﺎﺗﻚ‬ ‫ﺑﻨﺎء ﻋﻼﻗﺔ ﻣﻊ اﻟﻌﻤﻴﻞ‬ ‫اﻳﺼﺎل رﺳﺎﻟﺔ اﻟﺸﺮآﺔ ﻟﻠﻌﻤﻴﻞ‬ ‫ﻋﺮض ﺧﺼﺎﺋﺺ اﻟﺴﻠﻌﺔ وﻓﻮاﺋﺪهﺎ‬ ‫٣‬
  • 4. ‫ﺗﻮﺿﻴﺢ ﻣﺰاﻳﺎ اﻟﺴﻠﻌﺔ ﻟﻠﻌﻤﻴﻞ ﺑﺎﻟﻨﺴﺒﺔ ﻟﻠﻤﻨﺎﻓﺴﻴﻦ‬ ‫ﺑﻨﺎء اﻟﻮﻻء ﻣﻊ اﻟﻌﻤﻴﻞ‬ ‫ﻣﺘﺎﺑﻌﺔ اﻟﻌﻤﻼء ﻓﻰ ﻣﻨﻄﻘﺘﻚ‬ ‫ﺻﻴﺎﻧﺔ اﻟﺼﻠﺔ ﻣﻌﻬﻢ‬ ‫ﻣﻼﺣﻈﺔ ﻧﻤﻮ ﺳﻮق ﻣﻨﺘﺠﺎﺗﻚ وﺣﺼﺘﻬﺎ ﻣﻊ اﻟﻤﻨﺎﻓﺴﻴﻦ‬ ‫رﻗﺎﺑﺔ ﻧﺠﺎﺣﻚ ﻣﻦ ﺧﻼل ارﻗﺎم ﻣﺒﻴﻌﺎﺗﻚ‬ ‫٤‬
  • 5. ‫ﻣﺘﺎﺑﻌﺔ اﻟﺘﻮزﻳﻊ‬ ‫اﻟﻤﺘﺎﺑﻌﺔ اﻟﻴﻮﻣﻴﺔ او اﻻﺳﺒﻮﻋﻴﺔ ﻟﻤﻌﺪﻻت ﻃﻠﺒﺎت اﻟﻌﻤﻼء‬ ‫ﻓﺘﺢ ﻣﻨﺎﻃﻖ ﺟﺪﻳﺪة وﺗﻘﺪﻳﻢ ﻣﻨﺘﺠﺎﺗﻚ ﺑﻬﺎ‬ ‫ﺿﻊ ﻧﻈﺮك ﻋﻠﻰ ﻣﺮاآﺰ اﻟﺘﻮزﻳﻊ اﻟﻜﺒﻴﺮة‬ ‫٥‬
  • 6. ‫اﻟﺒﻴﻊ‬ ‫هﻰ اﻟﻌﻤﻠﻴﺔ اﻟﺘﻰ ﻣﻦ ﺧﻼﻟﻬﺎ ﻳﻘﻮم رﺟﻞ اﻟﻤﺒﻴﻌﺎت ﺑﻌﺮض‬ ‫ﻓﻮاﺋﺪ اﻟﺴﻠﻌﺔ اﻟﻤﻼﺋﻤﺔ ﻟﻠﻌﻤﻴﻞ‬ ‫وﻟﻜﻰ ﻳﺤﺪث اﻟﺒﻴﻊ ﻻﺑﺪ ﻣﻦ وﺟﻮد‬ ‫ﻋﻤﻼء‬ ‫ﻋﻤﻼء‬ ‫ﻋﻤﻼء‬ ‫ﻋﻤﻼء‬ ‫٦‬
  • 7. ‫اﻟﻤﻨﺪوب اﻟﻨﻤﻮذﺟﻰ‬ ‫اﻟﻤﻈﻬﺮ‬ ‫اﻻﺑﺘﺴﺎﻣﺔ‬ ‫اﻟﺜﻘﺔ‬ ‫ﺣﺴﻦ اﻻﺳﺘﻤﺎع‬ ‫ﺟﻴﺪ اﻟﻤﻼﺣﻈﺔ‬ ‫اﻻﻣﺎﻧﺔ‬ ‫اﺗﺒﺎع ﺳﻴﺎﺳﺔ اﻟﺸﺮآﺔ‬ ‫ﻳﺠﻴﺪ اﻟﻌﻤﻞ ﺑﺮوح اﻟﻔﺮﻳﻖ‬ ‫٧‬
  • 8. ‫اﻻدوات اﻟﻤﺴﺎﻋﺪة‬ ‫اﻟﺸﻨﻄﺔ‬ ‫اﻟﻘﻠﻢ‬ ‫اﻟﻜﺮت اﻟﺸﺨﺼﻰ‬ ‫ادوات اﻟﺘﺮوﻳﺞ‬ ‫آﺘﻴﺐ‬ ‫ﻋﻴﻨﺎت‬ ‫هﺪاﻳﺎ‬ ‫ادوات آﺘﺎﺑﻴﺔ‬ ‫دﻓﺘﺮ ﻣﻼﺣﻈﺎت‬ ‫٨‬
  • 9. ‫ﻣﻬﺎرات اﻟﺒﻴﻊ‬ ‫اﻟﺘﻰ ﺗﺴﺘﺨﺪم اﺛﻨﺎء اﻻﺗﺼﺎل ﺑﺎﻟﻌﻤﻴﻞ‬ ‫) اﻟﻬﺪف ﺗﻐﻄﻴﺔ اﺣﺘﻴﺎﺟﺎت اﻟﻌﻤﻴﻞ وأرﺿﺎﺋﻪ(‬ ‫٩‬
  • 11. ‫اﻻﻓﺘﺘﺎح‬ ‫آﻴﻔﻴﺔ ﺑﺪء اﻟﺤﺪﻳﺚ ﻟﺠﺬب اﻟﻌﻤﻴﻞ ﻟﻼهﺘﻤﺎم ﺑﺎﻟﺴﻠﻌﺔ واﻟﻤﻮاﻓﻘﺔ ﻋﻠﻴﻬﺎ‬ ‫ﻓﻰ ﺑﺪاﻳﺔ اى ﻟﻘﺎء اﺑﺪاء ﺑﻨﻐﻤﺔ ﻣﺮﻳﺤﺔ ﻟﻔﺘﺢ ﻗﻨﺎة اﺗﺼﺎل ﻣﻌﻪ ﺑﺎﺳﻠﻮب‬ ‫اﺣﺘﺮاﻓﻰ ﺳﻮاء ﺑﺎﻻﺷﺎرة اﻟﻰ اﺟﺘﻤﺎع ﺳﺎﺑﻖ او اﻋﻼن ﻓﻰ ﻣﺠﻠﺔ او ﺳﺮد‬ ‫ﻗﺼﺔ ﻻﻋﻄﺎء اﻟﻌﻤﻴﻞ ﺳﺒﺐ ﻟﻼﺳﺘﻤﺮار ﻓﻰ اﻟﺤﺪﻳﺚ‬ ‫١١‬
  • 12. ‫آﻴﻒ ﺗﺒﺪاء‬ ‫ذآﺮ اﻟﻐﺮض ﻣﻦ اﻟﺤﺪﻳﺚ ورﺑﻄﻪ ﺑﺎﻟﺴﻠﻌﺔ‬ ‫ذآﺮ اﻟﻘﻴﻤﺔ‬ ‫ﺗﺤﻘﻖ ﻣﻦ ﻗﺒﻮﻟﻪ - ﻃﺒﻘﺎ ﻟﻠﺤﺪﻳﺚ اﻟﺴﺎﺑﻖ‬ ‫ﺗﺄآﺪ ﻣﻦ اﻧﻚ واﻟﻌﻤﻴﻞ ﻓﻰ اﺗﺠﺎﻩ واﺣﺪ‬ ‫٢١‬
  • 13. ‫وﺳﺎﺋﻞ ﺟﺬب اﻻﻧﺘﺒﺎة‬ ‫اﻻﺑﺘﺴﺎﻣﺔ‬ ‫اﻟﻤﺼﺎﻓﺤﺔ اﻟﺤﺎزﻣﺔ‬ ‫اﻟﺘﺤﺪث ﺑﻮﺿﻮح‬ ‫اﻧﻄﻖ اﺳﻤﻚ ﺻﺢ‬ ‫اﺳﺘﺨﺪم اﺳﻢ اﻟﻌﻤﻴﻞ‬ ‫٣١‬
  • 14. ‫اهﺪاف ﺟﺬب اﻻﻧﺘﺒﺎﻩ‬ ‫اﻟﺤﺼﻮل ﻋﻠﻰ اﻧﺘﺒﺎﻩ‬ ‫‪Awaken the need‬‬ ‫اﻟﺘﺎهﻴﻞ ﻟﻌﺮض ﻓﻜﺮﺗﻚ اﻟﺮﺋﻴﺴﻴﺔ‬ ‫٤١‬
  • 15. ‫اﺳﺎﻟﻴﺐ ﺟﺬب اﻻﻧﺘﺒﺎﻩ‬ ‫ﻣﻘﺪﻣﺔ‬ ‫اﻟﻔﻮاﺋﺪ‬ ‫اﻻﺳﺌﻠﺔ‬ ‫اﻻﻃﺮاء‬ ‫اﻻﺣﺎﻟﺔ‬ ‫هﺪف اﻻﺳﺌﻠﺔ ﺟﻤﻊ اﻟﻤﻌﻠﻮﻣﺎت وﻣﻌﺮﻓﺔ اﺣﺘﻴﺎﺟﺎت اﻟﻌﻤﻴﻞ‬ ‫٥١‬
  • 16. ‫اﻟﺘﺤﻘﻖ‬ ‫اﻟﺘﺤﻘﻖ )‪( open questions‬‬ ‫وذﻟﻚ ﻟﺘﺸﺠﻴﻊ اﻟﻌﻤﻴﻞ ﻋﻠﻰ اﻟﺮد ﺑﺤﺮﻳﺔ ﻋﻠﻰ اﻻﺳﺌﻠﺔ‬ ‫ﻣﺜﻞ – ﻣﻦ – ﻟﻤﺎذا-اﻳﻦ-ﻣﺘﻰ-اﺧﺒﺮﻧﻰ-‬ ‫هﻞ اﺳﺘﺨﺪﻣﺖ هﺬﻩ ﺳﺎﺑﻘﺎ؟‬ ‫ﻣﺎذا ﺣﺪث ﻋﻨﺪﻣﺎ اﺳﺘﺨﺪﻣﺘﻬﺎ؟‬ ‫ﻣﺘﻰ ﺑﺪاءت ﺗﻼﺣﻆ ذﻟﻚ؟‬ ‫اﻳﻦ ﺑﺪاء ذﻟﻚ؟‬ ‫٦١‬
  • 17. ‫‪Closed probe‬‬ ‫ﻟﺘﺤﺪﻳﺪ اﺟﺎﺑﺔ اﻟﻌﻤﻴﻞ ﺑﻨﻌﻢ او ﻻ او اﻻﺧﺘﻴﺎر ﻣﻦ ﻋﺪة ﺑﺪاﺋﻞ‬ ‫ﻟﺘﺎآﻴﺪ اﻟﺤﺎﺟﺔ ﻋﻨﺪ اﻟﻌﻤﻴﻞ‬ ‫اﺳﺘﺨﺪم اﻻﺳﺌﻠﺔ اﻟﻤﻔﺘﻮﺣﺔ اآﺜﺮ ﻣﻦ اﻟﻤﻐﻠﻘﺔ‬ ‫ﻣﺜﻞ‬ ‫هﻞ ﻳﺤﺪث ذﻟﻚ؟‬ ‫هﻞ اﻧﺖ ﻣﺘﺄآﺪ؟‬ ‫هﻞ ﻳﻮﺟﺪ اﺿﺎﻓﺔ اﺧﺮى؟‬ ‫٧١‬
  • 18. ‫ﺧﻄﻮات ﻋﻤﻠﻴﺔ اﻟﺒﻴﻊ‬ ‫ﻣﻌﺮﻓﺔ ﻣﺪى اﻻﺣﺘﻴﺎج ﻟﻠﺴﻠﻌﺔ‬ ‫ﻣﻌﺮﻓﺔ اﻟﻔﺮﺻﺔ واﺳﺘﻐﻠﻠﻬﺎ‬ ‫دﻋﻢ ﻋﺮﺿﻚ ﺑﺬآﺮﻓﻮاﺋﺪ اﻟﺴﻠﻌﺔ اﻟﺘﻰ ﺗﻬﻢ اﻟﻌﻤﻴﻞ‬ ‫اﻗﺮاء اﺷﺎرات اﻟﻌﻤﻴﻞ) اﺳﺘﻌﺪادة ﻟﻠﺸﺮاء(‬ ‫اﺧﺘﻢ ﻓﻰ اﻟﻮﻗﺖ اﻟﻤﻨﺎﺳﺐ‬ ‫٨١‬
  • 19. Need & Opportunities Need customer want or desire that can be satisfied by your product Opportunity Customer problem or dissatisfaction that could be solved by your product ١٩
  • 20. ‫اﻟﻜﻠﻤﺎت اﻟﺮﺋﻴﺴﻴﺔ اﻟﺘﻰ ﺗﻌﺒﺮ ﻋﻦ اﻟﺤﺎﺟﺔ واﻟﻀﺮورة‬ ‫ﻳﺮﻏﺐ – ﻳﺮﻳﺪ – ﻣﻬﺘﻢ ﺑـ - ﻳﺒﺤﺚ ﻋﻦ - ....‬ ‫اﻣﺜﻠﺔ ﻟﻠﻔﺮﺻﺔ – اﻟﻌﻤﻴﻞ ﻳﺸﺘﻜﻰ ﻣﻦ اﺳﺘﺨﺪام ﺳﻠﻌﺔ ﻣﻌﻴﻨﺔ‬ ‫اﻣﺜﻠﺔ ﻟﻠﺮد – اﻧﺖ ﺻﺢ اﻧﺎ ﻣﻮاﻓﻖ اﻧﺖ ﺗﺤﺘﺎج اﻟﻰ ......‬ ‫ﻣﻈﺒﻮط ﻓﻬﻤﺖ ﻟﻴﻪ ﺳﻠﻌﺘﻰ ﻣﻬﻤﺔ ﻟﻴﻚ ﺟﺪا........‬ ‫ﺛﻢ اﻋﺮض آﺘﻴﺐ ﻳﻮﺿﺢ اﻟﻔﺎﺋﺪة اﻟﻤﻨﺎﺳﺒﺔ ﻟﻠﻌﻤﻴﻞ ) ‪( needs‬‬ ‫٠٢‬
  • 22. Main Message The main message leads to the discussion of benefits and features A feature is a characteristic of your product while a benefit is the value of the product for the customer Less expensive ‫ﻳﻤﺪ اﻟﻌﻤﻼء ب‬ save the customer money ٢٢ ‫ﻣﺘﻮﻓﺮ ﻓﻰ اﺷﻜﺎل ﻣﺨﺘﻠﻔﺔ‬
  • 23. Closing You agree with your customer on appropriate next steps for moving a mutually beneficial decision forward. When to close The customer signals a readiness to move ahead The customer has accepted the benefits you have described. ٢٣
  • 24. ‫?‪How to close‬‬ ‫ﻟﺨﺺ ﻣﻊ اﻟﺘﺮآﻴﺰ ﻋﻠﻰ اﻟﻔﻮاﺋﺪ اﻟﻠﻰ ﻋﺠﺒﺘﻪ.‬ ‫اﻗﺘﺮح اﻟﺨﻄﻮة اﻟﺘﺎﻟﻴﺔ.‬ ‫ﺗﺄآﺪ ﻣﻦ اﻟﻘﺒﻮل ‪. Acceptance‬‬ ‫اﻓﺮض اﻧﻚ ﺧﻠﺼﺖ ﺣﺪﻳﺜﻚ وﻣﺎزال هﻨﺎك اﻋﺘﺮاض ﻣﻦ اﻟﻌﻤﻴﻞ‬ ‫ﻓﻰ هﺬﻩ اﻟﺤﺎﻟﺔ اﻧﺖ ﺗﻮاﺟﻪ اﺣﺪ هﺬﻩ اﻟﻤﻮاﻗﻒ‬ ‫٤٢‬
  • 25. ‫ﻣﻮاﻗﻒ اﻟﻌﻤﻼء‬ Customer indifference Skepticism Misunderstanding Drawbacks ‫اﻻﻣﺒﺎﻻة ﻣﻦ اﻟﻌﻤﻼء‬ ‫اﻟﺸﻚ‬ ‫ﺳﻮء اﻟﻔﻬﻢ‬ ‫ﻋﻴﻮب أو ﺳﻠﺒﻴﺎت‬ ٢٥
  • 26. ‫‪Objections‬‬ ‫اﻻﻋﺘﺮاض ﺷﻰء ﻻﻳﺨﺎف ﻣﻨﻪ اﺑﺪا‬ ‫رﺟﻞ اﻟﻤﺒﻴﻌﺎت اﻟﻜﻒء ﻳﺤﻮﻟﻪ اﻟﻰ ﻓﺮﺻﻪ‬ ‫اﻻﻋﺘﺮاض ﻳﻨﺒﻐﻰ ﺗﻔﺴﻴﺮﻩ آﻄﻠﺐ ﻣﻌﻠﻮﻣﺎت‬ ‫اﺿﺎﻓﻴﺔ‬ ‫ﻣﺎ هﻮ اﺣﺘﻤﺎل اﻟﺴﺒﺐ ﻓﻰ اﻻﻋﺘﺮاض؟‬ ‫اﻻﻓﻜﺎر اﻟﺠﺪﻳﺪة ﻣﻌﻨﺎهﺎ ان اﻟﻘﺪﻳﻤﺔ ﺧﻄﺎء‬ ‫اﻟﺨﻮف ﻣﻦ اﻟﻘﺮار اﻟﺨﻄﺎء‬ ‫ اﻟﺤﺎﺟﺔ اﻟﻰ اﻟﻄﻤﺎﻧﻴﻨﺔ‬‫ﻧﻘﺺ اﻟﻤﻌﻠﻮﻣﺎت‬ ‫ ﻟﻢ ﻳﻔﻬﻢ اﻟﺘﻮﺿﻴﺢ‬‫اﺧﺘﺒﺎر ﻋﻘﻴﺪة رﺟﻞ اﻟﻤﺒﻴﻌﺎت‬ ‫٦٢‬
  • 27. Overcoming objections You have to develop positive attitude You must have empathy Don’t argue Don’t attack after overcoming objection Help them answer their objections ٢٧
  • 28. Answering Objections Methods Objections anticipate Objections forestall Objections valid admit The answer postpone The objections deny Agree and counter question ‫ﺗﻮﻗﻊ اﻻﻋﺘﺮاﺿﺎت‬ ‫إﺣﺒﺎط اﻻﻋﺘﺮاﺿﺎت‬ ‫ﺻﺎﻟﺢ - اﻻﻋﺘﺮاف‬ ‫ﺗﺄﺟﻴﻞ اﻟﺠﻮاب‬ ‫ﻳﻨﻜﺮ اﻻﻋﺘﺮاﺿﺎت‬ (‫أواﻓﻖ ﺛﻢ اﻟﻤﻀﺎد) اﻟﻌﻜﺲ‬ ‫اﻟﺴﺆال‬ ٢٨
  • 29. Plan for answering objections Relax Listen actively Questions for clarification Restate the objection evaluate the objection Decide the technique to answer Answer Get commitments Try to close ٢٩
  • 30. ‫١- اﺳﺒﺎب ﻋﺪم اهﺘﻤﺎم اﻟﻌﻤﻴﻞ‬ ‫راﺿﻰ ﻋﻦ اﻟﺴﻠﻌﺔ اﻟﻠﻰ ﻣﻌﺎﻩ‬ ‫ﻻ ﻳﺪرك اﻧﻪ ﻳﻤﻜﻦ ﺗﺤﺴﻴﻦ ﻇﺮوﻓﻪ اﻟﺤﺎﻟﻴﺔ‬ ‫ﻻﻳﺮى اهﻤﻴﺔ اﻟﺘﻐﻴﻴﺮ‬ ‫اﻟﺨﻮف ﻣﻦ ﺣﺪوث ﺗﺎﺛﻴﺮ ﺳﻠﺒﻰ ﻟﺴﻠﻌﺘﻚ‬ ‫اﻋﺮف وﺟﻬﺔ ﻧﻈﺮة – اﻻﺗﺠﺎة ﻟﻌﻤﻞ وﻋﻰ ﻟﻠﻌﻤﻼء‬ ‫ﺑﺎﺣﺘﻴﺎﺟﺎﺗﻬﻢ – اﺳﺘﻜﺸﻒ ﻇﺮوف اﻟﻌﻤﻴﻞ وﻣﻌﺮﻓﺔ اﻟﻔﺮﺻﺔ‬ ‫اﻟﻤﻨﺎﺳﺒﺔ ﻣﻊ ﺗﺎآﻴﺪ وﺟﻮدة اﻟﺤﺎﺟﺔ واﻟﺮﻏﺒﺔ ﻟﺪﻳﺔ‬ ‫٠٣‬
  • 31. ‫٢-اﻟﻌﻤﻴﻞ اﻟﺸﻜﺎك‬ ‫اﻟﻌﻤﻴﻞ ﻳﺸﻚ ﻓﻰ ﺳﻠﻌﺘﻚ وﺷﺮآﺘﻚ‬ ‫اﻋﺮف ﺳﺒﺐ اﻟﻘﻠﻖ‬ ‫ﻗﺪم اﻟﺪﻟﻴﻞ ذو اﻟﺼﻠﺔ‬ ‫ﺗﺤﻘﻖ ﻣﻦ وﺟﻮد اﻟﻘﺒﻮل‬ ‫١٣‬
  • 32. ‫٣- ﺳﻮء اﻟﻔﻬﻢ ﻣﻦ اﻟﻌﻤﻴﻞ‬ ‫اﻟﻌﻤﻴﻞ هﻨﺎ ﻟﺪﻳﻪ ﻗﻠﻖ ﻣﻦ ان ﺳﻠﻌﺘﻚ ﻟﻦ ﺗﻘﺪم ﻟﻪ اﻟﺨﺼﺎﺋﺺ‬ ‫او اﻟﻔﻮاﺋﺪ اﻟﻤﻨﺎﺳﺒﺔ ﻟﻪ ﻓﻰ ﺣﻴﻦ اﻧﻬﺎ ﻳﻤﻜﻦ ﺗﻘﺪﻳﻤﻬﺎ ﻟﻪ.‬ ‫اﻟﺘﺎآﺪ ﻣﻦ اﻟﺴﺒﺐ وراء اﻟﻘﻠﻖ‬ ‫ﻗﺪم اﻟﺪﻟﻴﻞ ذو اﻟﺼﻠﺔ ﺑﺎﻟﺨﺼﺎﺋﺺ واﻟﻔﻮاﺋﺪ‬ ‫ﺗﺤﻘﻖ ﻣﻦ وﺟﻮد اﻟﻘﺒﻮل‬ ‫٢٣‬
  • 33. ‫٤- اﻟﻌﻴﻮب واﻟﻌﻘﺒﺎت‬ ‫آﻞ ﻣﻨﺘﺞ وآﻞ ﺷﺮآﺔ ﻟﻬﺎ ﺣﺪود‬ ‫ﻻﻳﻤﻜﻨﻚ ارﺿﺎء آﻞ اﺣﺘﻴﺎﺟﺎت اﻟﻌﻤﻼء‬ ‫ﻋﻨﺪﻣﺎ ﻳﻜﻮن اﻟﻌﻤﻼء ﻋﻨﺪهﻢ ﺳﻮء ﻓﻬﻢ ﻟﺴﻠﻌﺘﻚ وﻏﻴﺮ راﺿﻴﻴﻦ‬ ‫ﻋﻦ ﻋﺪم وﺟﻮد ﻣﻴﺰة او ﻓﺎﺋﺪة ﻓﻴﻬﺎ ﻓﺄﻧﺖ ﺗﺘﻌﺎﻣﻞ ﻓﻰ ﻣﻮﻗﻒ‬ ‫اﻟﻌﻴﻮب ) ﺣﺎﺟﺔ ﻻ ﻳﻤﻜﻦ ان ﺗﻠﺒﻰ (‬ ‫آﻞ ﻣﻨﺘﺞ وآﻞ ﺷﺮآﺔ ﻟﻬﺎ ﺣﺪود‬ ‫ﻻﻳﻤﻜﻨﻚ ارﺿﺎء آﻞ اﺣﺘﻴﺎﺟﺎت اﻟﻌﻤﻼء‬ ‫ﻋﻨﺪﻣﺎ ﻳﻜﻮن اﻟﻌﻤﻼء ﻋﻨﺪهﻢ ﺳﻮء ﻓﻬﻢ ﻟﺴﻠﻌﺘﻚ وﻏﻴﺮ راﺿﻴﻴﻦ‬ ‫ﻋﻦ ﻋﺪم وﺟﻮد ﻣﻴﺰة او ﻓﺎﺋﺪة ﻓﻴﻬﺎ ﻓﺄﻧﺖ ﺗﺘﻌﺎﻣﻞ ﻓﻰ ﻣﻮﻗﻒ‬ ‫اﻟﻌﻴﻮب ) ﺣﺎﺟﺔ ﻻ ﻳﻤﻜﻦ ان ﺗﻠﺒﻰ (‬ ‫٣٣‬
  • 34. ‫ﺣﻞ ﻣﺸﺎآﻞ اﻟﻌﻴﻮب‬ ‫اﻟﺘﺎآﺪ ﻣﻦ اﻟﺴﺒﺐ وراء اﻟﻘﻠﻖ‬ ‫اﻋﺪ اﻟﺘﺮآﻴﺰ ﻋﻠﻰ اﻟﺼﻮرة اﻟﻜﺒﺮى‬ ‫رﺟﺢ اﻟﺴﻠﺒﻴﺎت ﻣﻊ اﻟﻔﻮاﺋﺪ اﻟﻤﻘﺒﻮﻟﺔ ﺳﺎﺑﻘﺎ‬ ‫ﺗﺤﻘﻖ ﻣﻦ وﺟﻮد اﻟﻘﺒﻮل‬ ‫ﻣﻤﺎ ﺳﺒﻖ ﻳﺘﻀﺢ ﻓﻰ ﺟﻤﻴﻊ اﻻﺣﻮال اﻧﻪ ﻳﺠﺐ‬ ‫اﻟﺘﺤﻘﻖ واﻟﺘﺤﺮى اﻳﻦ ﺗﻮﺟﺪ اﻟﻤﺸﻜﻠﺔ ﻟﺬﻟﻚ ﻳﺠﺐ ان ﺗﺘﻌﺎﻣﻞ‬ ‫ﺑﺎﺣﺘﺮاﻓﻴﺔ ﻓﻰ اﻟﺤﺼﻮل ﻋﻠﻰ آﻞ اﻟﻤﻌﻠﻮﻣﺎت واﻻﺳﺌﻠﺔ اﻟﻤﻨﺎﺳﺒﺔ‬ ‫ﺣﻴﺚ ﻳﺸﻌﺮ اﻟﻌﻤﻴﻞ اﻧﻚ ﻻ ﺗﻀﻴﻊ وﻗﺘﻪ.‬ ‫٤٣‬
  • 35. ‫اﺷﻜﺎل اﻟﻌﻤﻼء‬ ‫اﻟﻤﺄﻣﻮﻟﻴﻦ‬ ‫‪a suspects‬‬ ‫اﻟﻌﻤﻼء اﻟﻤﺘﻮﻗﻌﻴﻦ اﻟﻔﺎﻋﻠﻴﻦ‬ ‫‪a prospects‬‬ ‫اﻟﻤﺴﺘﺨﺪم - اﻟﻔﻌﻠﻰ‬ ‫‪a customer‬‬ ‫اﻟﻌﻤﻼء ﻏﻴﺮ اﻟﻔﻌﺎﻟﻴﻦ‬ ‫‪Inactive‬‬ ‫ﻋﻤﻴﻞ ﻣﺮﺑﺢ‬ ‫‪A profitable customer‬‬ ‫٥٣‬
  • 36. ‫اﻟﺴﻴﺎﺳﺎت اﻟﻤﺘﺒﻌﺔ ﻟﻠﺘﻌﺎﻣﻞ ﻣﻊ اﻻزﻣﺎت‬ ‫اﻻﻧﺘﺎﺟﻴﺔ – ﺗﻨﻮﻳﻊ اﻟﻤﻨﺘﺠﺎت ﺑﺎدﺧﺎل اﻧﻮاع ﺟﺪﻳﺪة ﻣﻦ ﻣﺰﻳﺞ‬ ‫اﻟﻤﻨﺘﺠﺎت اﻟﺤﺎﻟﻴﺔ‬ ‫او اﺳﺘﻜﻤﺎل ودﻣﺞ ﻓﻰ اﻟﻤﻨﺘﺠﺎت اﻟﺤﺎﻟﻴﺔ‬ ‫اﻧﺘﺎج ﺳﻠﻊ ﺧﺎﺻﺔ ﻻﻓﺮاد ﻗﺎدرﻳﻦ ﻋﻠﻰ ﺗﺤﻤﻞ ﺗﻜﻠﻔﺘﻬﺎ‬ ‫اﻟﺘﺴﻌﻴﺮ – اﺳﻌﺎر ﺷﺒﺔ اﻟﺠﻤﻠﺔ ﻓﻰ ﺣﺎﻟﺔ رآﻮد اﻗﺘﺼﺎدى‬ ‫ﻗﻠﺔ اﻟﺪﺧﻞ وﺑﺎﻟﺘﺎﻟﻰ اﻟﻘﻮة اﻟﺸﺮاﺋﻴﺔ – ﻳﺘﻢ اﻋﺪاد وﺣﺪات ﻣﻦ‬ ‫ﻣﺠﻤﻮﻋﺎت ﻣﺨﺘﻠﻔﺔ وﺑﻴﻌﻬﺎ آﻮﺣﺪة واﺣﺪة ﺑﺴﻌﺮ ﻣﺨﺘﻠﻒ وﻓﻖ‬ ‫ﺗﻜﺎﻣﻞ اﻟﻤﻨﺘﺞ ) اﻻﺣﺬﻳﺔ - ( اﻟﻌﺪد – اﺳﻌﺎر اﻟﺘﺤﻤﻴﻞ –‬ ‫اﻟﺨﺼﻮﻣﺎت اﻟﺤﻘﻴﻘﺔ‬ ‫٦٣‬
  • 37. ‫اﻟﺘﺮوﻳﺞ – ﺗﻨﺸﻴﻂ اﻟﻤﺒﻴﻌﺎت ﻣﻦ ﺧﻼل :‬ ‫ﻋﻘﺪ ﻣﺴﺎﺑﻘﺎت اﻟﺠﻮاﺋﺰ‬ ‫اﻟﻬﺪاﻳﺎ واﻟﺘﺒﺮﻋﺎت ﻟﻠﻤﺴﺘﺸﻔﻴﺎت واﻟﻤﻼﺟﻰء‬ ‫اﺳﺘﻐﻼل اﻻﻋﻴﺎد واﻟﻤﻨﺎﺳﺒﺎت‬ ‫ﺧﻠﻖ اﻟﻤﻨﺎﺳﺒﺎت ) ﻋﻴﺪ اﻟﺤﺐ(‬ ‫اﻟﺘﻮزﻳﻊ – اهﻤﻴﺔ اﻟﻠﺠﻮء ﻟﻠﻮﺳﻄﺎء ﻧﻈﺮا ﻟﻤﻜﺎﻧﻴﺎﺗﻪ وﻋﻼﻗﺎﺗﻪ‬ ‫٧٣‬