English 12 - Double Think

敬请指点，叩谢帮助~

中文版后面是英文版

（不会用英文思考，先写中文再翻译成英语，老师说这个方法是不对的。）

Doublethink means the power of holding two contradictory beliefs in one's mind simultaneously, and accepting both of them. - George Orwell.

质量、价格和适用是销售中的三个基本要素。作为一个客销售人员，经常会困惑于这些要素所产生的矛盾。使用双重思想这个工具，相信问题产品并不影响同时又是优质产品；其次，昂贵的价格也是最合理的价格；客户所挑选的就是最适合的。这样，销售人员才能充满自信，充分发挥实实在在的掌握公司的魅力、产品的魅力及产品服务的魅力。

质量是客户购买产品时最先考虑的因素。但是，就像没有完美的人一样，凡是产品总会有问题。由此而得出的结论是：优质产品可以和问题产品划等号。杰克·特劳特说：营销的核心在于为顾客提供一个买你的产品而非竞争对手产品的理由。这句话还有另外一种另你震惊的解释方式：无论你的产品比竞争对手好多少，无论你的产品与别人有多不同，你的产品肯定是有问题的，你必须为你的产品的每个问题准备好解释方式。这确实让那些每天大谈产品卖点的销售人员很难接受，但事实就是：世界上根本就不存在没有问题的产品。你真的见过没有问题的产品吗？肯定没有！要不然保修卡和顾客投诉热线等早就消失了。质量合格与没有问题有天壤之别。营销永远有问题的最大根源就是产品始终有问题，这是营销一出生就必须面对的宿命！我以前就职的公司销售压力测量仪表，Willim的销售业绩一直名列前茅，就是因为他运用了双重思想，因此看待质量出现问题很坦然，他为顾客和产品的每一个问题，设定一个问题的解释方式。双重思想销售员关注的是问题的解释方式，把问题解释成不是问题或没有问题，结果就是解决了问题！

除了质量，价格是客户购买时候的第二考虑因素。便宜的价格是最好的价格，这点销售人员基本上都能首肯。可是要做到说服自己和客户，昂贵的价格也是最好的价格，就必须使用双重思想。一般来说，熟悉工业产品的成本是销售价格的30~40%。因此，有些销售员在报价的时候，听到别人说“这么贵”自己的底气就不足。William和Mark分别花了一个上午的时间接待客户员。William津津乐道的对顾客开始洗脑工程，从企业文化到产品性能到售后服务，他的自信和激情激起了顾客购买欲望，认为他的产品就必须这个价格才是合理。而Mark，听客户说别家同类产品的价格比自己公司的低，他自己首先就心虚，认为本公司的产品不是最合适的价格，做促销时候底气就不足，使客户越加以为无不所值，最後的结果就是，花了不少时间没有做成订单。因此承认并确认昂贵价格同时也是最好价格这一双重概念，是确保报价到订单的重要步骤。

在质量和价格都被客户接受的情况下，适用就是购买中第三个要考虑的要素了。销售人员必须真诚地认为：客户选择的就是最适合他的产品。有一位学过艺术和文学的中国移民，对美的概念很有品位。到了温哥华在温哥华饭店的皮草店里做营业员。可是她很少能力卖出一件衣服。原来，她使用自己对“美学”的标准，当客户穿上他们选择的皮草衣服时，她不能从心底里发出赞美。她说她知道自己的懦弱，当看到客人试穿某件昂贵的衣服却并不漂亮的时候，她不能像她的经理或者同事里拉那样坚定不移地发出惊叹与赞美“ It’s beautiful~ It’s really good on you!”

“她们总是把Beautuful的B和really的R拉的很长，使人不得不相信那件衣服穿在客户身上的漂亮，使人不得不相信里拉真的认为客户穿上这件衣服是漂亮的，以至我怀疑起自己的感觉和眼光。”（宇秀，一个上海女人的温哥华）

最後，能运用“丑陋就是美丽”双重思想的里拉，顺利地卖出了昂贵的海狸毛大衣。这个例子很清楚地说明了双重思想在肯定客户购买欲望的最後一个重要环节中的作用。

双重思想，也可以说销售意识，是个很有用的工具。好的销售方法就是销售意识（双重思想）的表现。它能解除客户对质量问题的抱怨，能消除客户对昂贵价格的怀疑，也说服客户对所选择产品的适用性。解决了这三个要素，营销中的所产生的问题就这样顺理成章的不再是问题，销售就成功了一半以上。因此，要拥有一个良性的市场，要达到完成销售业绩，销售员重要的一个基本功就是学会使用双重思想这个工具。

Doublethink is a Useful Tool to a Sales Person

Wrtten by Ingrid, Edit by Eric

          Quality, price, compatibility and applicability are basic considerations in marketing. So, how to persuade customers on these factors? The answer is to use a powerful tool called ”doublethink”; with this technique, a sales person may be able to lead a customer to think that even a flawed product may be the best product, the most expensive item holds the best value or that any goods selected by customer is the best choice.

          Quality may well be one of the first factors considered by the customer. However, one can be certain that there is no such thing as a perfect product. The most expensive product may not necessarily be the best product or that the best available product may not be the most perfect product. A famous quotation in “Marketing” is that “the key to marketing is to offer your customer a reason to purchase your product instead of your competitor’s”, which, for some sales people, may imply that their product may have some drawbacks, no matter how unique of their product is compared to the competitors’. Hence, the sales person has to prepare his/her best argument to explain away any “flaws” that may be there. This conception can hard to accept, especially by a sales person who is used to talking only about the merits of the product. But, has any one ever seen a perfect product? Of course not! Otherwise there would not be a need for product warranty cards or Customer Service Centers. We can say a product is “qualified” for its purpose, and this is quite distinct from one which is “perfect”.

          William, a former colleague of mine, was always our top salesman when I was working for A British Company Shanghai Branch. He used to tell us that the secret of his achievement was that he applied the “doublethink” concept to customers’ perception of quality. He always had some good explanations for each drawback or disadvantage in any of the products in his range. The ability to make any problem not seen as a problem quite obviously results in not having a problem in the first place.

          In most cases, the most important factor considered by customer is the price. Many companies, especially in the retail business offer a “Sales” price, which is even admitted by sales people as being the “best” price. However, to persuade sales person and customer that the expensive price is the best price, one must apply the technique of doublethink. Those who are familiar with processing control industry may be aware that the manufacturing cost of a product is only 30 to 40% of its selling price. Therefore, when confronted with an all too common response of “It’s too expensive”, some sales people may not have too much confidence in dealing with this situation.

          A good example is the case of William and Mark, both of whom spent a morning meeting their customers respectively. William started by impressing his customer with all the best about his company, from the company culture to its after-sales service. His confident and enthusiastic approach leads the customer into thinking that even if the price is higher than a competitor’s, it’s still good value because of the perceived quality of William’s product. Mark, on the other hand, when queried about the “high” price, tried to defend it but without confidence. His weak argument created more questions than answering them. The result is clear that William got the order, not Mark. So, by applying doublethink to a customer presentation, sales people can make customer acknowledge that the more expensive price is the best price; therefore, a quotation may change into an order.

          If both quality and price were acceptable, customer would take the last concern that whether the product is applicable. The sale person must confirm that the goods selected by customer is the best match by ‘giving (give) honest and sincere appreciation” (Carnegie, Dale. “The Big Secret of dealing with people”, Page 31, How to Win Friends & Influence People). Xiu Yu, a Chinese writer and an immigrant of Canada, admits in her newly published book that her failing to use the tool of doublethink causes her failing to sign the next working contract with Fur and Leather shop in Vancouver Hotel. Whilst having a good appreciation of beauty, Rosemary (Xiu yu’s English name) often sees the inapposite aspect when a customer trying on expensive clothes. She is often surprised to hear her colleague, Lila’s unwavering remark to her customer: It’s beautiful! It looks really good on you!

          “Lila always makes the B in “Beautiful” and “R” in really as macrons. By actually believing it to be so, Lila was able to convince the customer that coat is really the best one for her. Others too are convinced that Lila really does think the coat is the best one for the customer, so much so that it made me doubt my own sense or standard of beauty.” (Xiu, Yu. A Shanghai Woman in Vancouver).

           Thus, Lila, using doublethink tool of “Beauty is ugly” and “Match is incompatibility”, hit the highest sales target in the company. Because ”everybody likes a compliment”, says Lincoln. This example explains the necessity of doublethink in confirming customer’s choice.

          Doublethink, which can be also called as “sales consciousness”, is a useful tool. A good sales method is action of sales consciousness. With self-confidence gained from doublethink, a sales person is able to exhibit the best aspect of the product he/she sells, to overcome quality and price objections from customer and to reaffirm the customer of his/her intent to purchase.

                                                                                    Work Consulted

Gang, Cha. “Marking Consciousness is more important than Sales method”, Marketing, 26 September, 2006, http://www.globrand.com/2007/09/26/20070926-16532-1.shtml  (25 October, 2007)

Carnegie, Dale. “The Big Secret of Dealing with People”, How to Win Friends and Influence People Dale Carnegie and Association Inc. September, 1982

Xiu Yu. “When Xiu Yu is Rosemary”, A Shanghai Lady in Vancouver, China Worker Publishing Company, April, 2007