想要真正忠诚的客户吗？请调整销售和服务
每个人都喜欢谈论顾客忠诚度，这意味着什么呢？我认为，顾客在他们考虑停止与你的竞争者合作之前，并不真正忠诚于你的公司。他们不仅仅是对你满意，直到达成与你的更理想的交易合作。相反的情况，他们更看重和你之间的关系，以至于他们对你的竞争者的诉求充耳不闻。那他们将会是你一生的顾客。
The Action Selling process teaches salespeople how to forge relationships like that. But no salesperson can maintain loyalty alone. The sales force needs help and support from everyone else in the company who interacts with the customer—the service people, technicians, and professionals who actually must deliver the solutions that the salesperson has sold. Sales and service cannot be at war; they must be in alignment.
行动销售流程教销售人员如何建立这样的关系。但没有一个销售人员能持续获得客户的忠诚。销售人员需要公司中其他人的帮助和支持，他们与客户、服务人员、技术人员和专业人员进行互动，实际上他们都需要了解销售人员给客户提供的解决方案。销售和服务不能处于竞争的状态，它们必须保持一致。
They must reinforce each other. Ideally, the reinforcement should be so effective that loyalty generation becomes synergistic, the whole being greater than the sum of the parts.
他们必须互相联手配合。理想情况下，联合应该是非常有效的，让忠诚产生协同作用，整体大于部分的总和。
For that kind of alignment to happen, post-sales service has to be about more than fixing problems, managing complaints, and reacting to the aftermath of the sales process.
为了实现该一致性，售后服务不仅要解决客户问题，还要处理客户投诉，同时对销售过程的问题做出反应。
How does service become “more” than that? I believe that every customer-contact person in a company must learn to act as a Customer Relationship Professional. CRPs take responsibility for improving customer coverage, creating customer successes, and fulfilling the organization’s commitment to the practices and values that create customers for life.
如何让服务变得“更”专业?我相信公司里的每一个客户联系人员都必须学会充当一名客户关系建立专家。CRPs负责扩大客户的覆盖范围，挖掘成功的客户，并履行组织为顾客创造终生价值的承诺。
CRPs don’t just try to fix problems that arise. They anticipate and prevent problems with recommendations that fine-tune and optimize the solutions that their company provides. They ensure that customers are happy with these solutions because they gain the customer’s agreement and ask for the customer’s commitment to the notion that the solution resolves a situation in the best possible way.
CRPs不要尝试解决问题。他们负责预测和预防问题，提出优化公司提供的解决方案的建议。他们确保客户对这些解决方案感到满意，因为他们获得了客户的认可，并以最好的方式获得了客户的对解决方案的一致通过。
销售和服务联手以创造真正的顾客忠诚度。这意味着销售和服务需要协作和交集。如果在销售之后，客户关系责任在销售和服务之间没有得到极度的信任而被“交付”，你所得到的将无疑是紧张。为了避免信任崩溃，至关重要的是销售和服务团队中的每个人都使用共同语言与客户和团队进行沟通。
If we expect salespeople and CRPs to pull in the same direction, we must give them a common language, one grounded in common concepts. Just like the wheels on a car need alignment, groups of people must have a meeting of the minds on how to accomplish something if they are to work as a single unit with a common goal. This doesn’t come naturally. It takes training to build a foundation for such a high degree of teamwork.
如果我们希望销售人员和CRPs在统一战线上，我们必须为他们提供一种共同的语言，一个共同的概念基础。就像汽车上的轮子需要调整一样，他们有共同目标的单位，一群人必须有一个关于如何完成某件事情的共同想法。这并不是自然而然的。需要训练才能为如此高度的团队合作奠定基础。
任何与客户互动的员工都可以被培训成为客户关系建立专家。不仅包括客户服务代表，还包括技术人员和专业人员。
Take accountants, for example. Bergen KDV is a high-growth accounting firm with several offices in the Upper Midwest. Bergen introduced Action Selling years ago and has grown into a regional powerhouse. Recently the firm extended Action Selling training to its CPAs by means of our new program tailored for Customer Relationship Professionals.
以会计行业为例。卑尔根是一家高成长性的会计师事务所，在中西部地区设有多个办事处。卑尔根多年前就采用了“行动销售”，如今已成长为一个地区巨头。最近，该公司通过为客户关系专业人员量身定做的新培训计划，将销售培训对象扩展到注册会计师。
The results were eye-popping, according to Bergen KDV partner Lee Roberts. “When we chose Action Selling CRP, we expected to improve client satisfaction and add revenue opportunities,” Roberts says. “To our great surprise, we got much more than we expected.”
据卑尔根合作伙伴Lee Roberts说，结果让他感到惊讶。“当我们选择行动销售CRP的时候，我们期望提高客户满意度，增加收入机会，”罗伯茨说。“令我们惊讶的是，我们得到的比我们预期的还要多。”
To begin with, he continues, everyone was struck by how much easier it became simply to talk to one another, once they began speaking a common language: “Within days following the initial launch of the CRP program, the office was alive with comments about how we were communicating on a better level, not just with clients, but with each other. Our internal sales and service teams actually have found a way to work better together!”
他继续谈到，开始每个人都是简单地互动交谈状态，当他们开始用共同的语言：“随着CRP计划最初推出的那些天，办公室营造了很好的气氛关于我们如何在一个较好的水平沟通，不仅仅是客户，还包括彼此之间。我们的内部销售和服务团队实际上找到了一种更好地协同合作的方法！
❶ 行动销售微信号 ：actionselling
❷ 近期公开课 : 1月 27-28日 深圳