论销售过程中的沟通技巧

湖南商学院 高等教育自学考试学生毕业论文

题 目 论销售过程中的沟通技巧 学生姓名 考 号 专 业 助 学 点 此项全日制学生必须填写 通讯地址 联系电话

年 月 目 录 摘要····································································1 一、 沟通的概念与类型及其过程··········································2 1.沟通的概念·····························································2 2.沟通的类型····························································2 3.沟通过程······························································2 二、沟通及有效沟通实际意义··············································3 三、各企业应重视提高推销中的沟通技巧····································3 四、如何运用沟通技巧····················································4 ㈠给人留下良好的第一印象················································4 1 .衣着打扮得体·························································4 2.举止大方，态度沉稳····················································5 3.保持自信，不卑不亢····················································5 ㈡有效沟通的润滑剂——非语言性沟通······································5 1.体语··································································6 2.触摸··································································6 3.人的目光也是沟通的手段之一············································6 五、在销售过程中特别需要注意的方法······································7 1.提高专业知识··························································7 2.锻炼待人接物的能力····················································7 3.目的明确，直奔主题····················································7 4 .做一个好的“倾听者 ”·················································8 六、 排除推销障碍的技巧·················································8 ㈠排除客户异议障碍······················································8 1.得失法································································9 2.底牌法································································9 3.讨好法································································9 4 例证法································································9 ㈡排除价格障碍·························································10 1.比较法·······························································10 2.平均法·······························································11 ㈢排除习惯势力障碍·····················································12 1.询问法·······························································12 2.假设法·······························································13 总结···································································14 致谢词·································································15 参考文献·······························································16 1

摘要 在市场经济的大潮中，我们无时无刻不在销售我们的产品，我们的服务。商品销售是在生产者与消费者之间的一座“桥梁”。如何架设这座“桥梁”并使之提高效益。这是每一个销售人员棘手的问题。在我们的工作与生活中，需要沟通来相互了解，相互传递信息，所以沟通很重要。沟通是人们获取信息并在其指导下更加出色地进行工作必经的过程。良好的沟通不仅意味着把自己的思想整理得井然有序并将其进行适当的表述，使别人一听就懂，而且还要深入人心，促使听者全神贯注，所以您一定要注意如何有效地传递您的营销信息，掌握与人沟通的技巧就显得尤为重要。 关键词：营销；沟通；技巧 2

ABSTRACT In the market economy tide, we every hour and moment is not in the sales of our products, our services. The sale of goods is a "between producers and consumers a bridge". How to set up this "bridge" and to improve theefficiency. This is a sales staff in a thorny problem. In our work and life, the need to communicate to mutual understanding, mutual transmission of information, so the communication is very important. Communication is the process for people to acquire information and better work only under the guidance of the. Good communication means not only his own thoughts in order and the appropriate expression, make others listen to understand, but the hearts of the people, encourage the listener to concentrate, so you must pay attention tohow to effectively deliver your marketing information, it is particularly important to master the communication skills with people.

KEY WORDS: marketing; communication; skills 3

一、沟通的概念与类型及其过程 1 .沟通的概念 沟通主要指在社会生活中的人际沟通，是信息的发送者与信息的接受者之间的信息相互作用即可理解的信息在两个或两个以上人群中传递或交换的过程。正确理解沟通的概念，需把握以下几点：

首先 沟通是意义的传递。 其次 有效的沟通是双方能准确理解信息的含义。 最后 沟通是一个双向、互动的反馈和理解过程。

2.沟通的类型 言语沟通：通过口语，书面语来传达信息的一个过程。 非语言沟通：是指用眼神和表情来传达信息的一个过程。 身体语言和身体动作:是指用肢体动作，行为来传达信息的一个过程。 服饰: 是指通过服装来表达自己的想法和情感的一种方法。 讲话风格: 用自己的说话风格来阐述自己的想法和情感的一种方法。 人际空间: 就是指人际交往的亲密度，是个范围。

3.沟通过程的几个步骤 沟通是一个复杂的过程，任何沟通都是发送：暂将信息传递到接受者的过程。沟通的过程可以分解为以下几个步骤：

信息源——编码——传递信息——解码——反馈 信息源：指发出信息的人。