外贸业务员必须具备的品质或职业素质营销员永远是一位孤独的战士，在不断地

外贸业务员必须具备的品质或职业素质


营销员永远是一位孤独的战士，在不断地被人推出门后，还能再次举起手来敲门，也许，机会就在那最后的一敲。但是要记住，在营销活动中，你的敌人不是客户。而是你自己，要不断地战胜自我，对自已说：不！我不能后退，我必须往前走，我的成功就在下一次。商场如战场，完全可以把自己想象成一位坚韧不拔的勇士，一次次的闯关，都存在胜利的可能。没有失败，何来成功？没有拒绝，谈何推销？


菲利普•科特勒在其名著《营销管理》中引用一项调查结果：27％的销售人员创造了52％的销售额。影响销售人员业绩高低的因素很多，如市场潜力大小、企业对市场的资源投入、市场的成熟度、产品寿命周期、竞争对手等。但实践证明，销售人员才是决定销售业绩高低的关键。“销售最重要的要素是人。”

现代销售理论奠基人戈德曼博士告诫我们：“把一个不合适的人放到销售岗位上，一开始你就失败了。” 不是所有的人都适合做销售，也不是所有做销售的人都能成功。 从销售人员个人角度看，决定其业绩高低的因素有他的基本素质、观念、能力等。有人把能力和素质混为一谈。其实二者是不同的。能力可以在短期内培养，而素质则是在短期内无法培养出来的。所以，销售人员要想迅速提升业绩、在销售领域站稳脚跟，就需要清楚地了解作为优秀的销售人员需要具备哪些能力，并在平时注意训练以有效提升这些能力。

销售人员应当具备什么能力，可以从三个方面进行研究：一是实证研究；二是征求客户的意见，询问客户愿意与什么样的销售人员打交道；三是让销售经理根据自己的经验谈谈他们的观点。本次专题中，战斗在营销第一线的销售经理根据自己的实践经验，提出了销售人员应当具备的各种能力。

著名营销经理人孙跃武先生提出，今天的销售人员要具备三个方面的能力,即承压能力、 分析能力和沟通能力。

1.承压能力。销售人员肩上扛着巨大的销售指标, 身后有主管经理一次接一次的催促,面临的却是客户的冷漠与拒绝。面对困难,一些人感到迷茫和沮丧,或放弃,或消极工作,结果自然是离成功越来越远。因此，摆正自己的位置、端正自己的心态、面对压力、承受挑战是每一名销售人员,尤其是刚走出校门迈上工作岗位的年轻人应具备的能力。

2.分析能力。销售人员要具备对市场机会的敏锐分析能力，学会发现市场机会,在与竞品的战斗中脱颖而出。

3.沟通能力。把自己的观念、信念、方案、方法推销给上级、下级和客户是销售人员最重要的能力之一。而良好的沟通能力是赢得他人支持的最好方法。实践告诉我们，销售中的许多问题都是因沟通不畅造成的。

营销经理人崔自三先生认为，以下五种能力可打造出营销高手。

1.适应能力。从企业的内部环境来说，营销人员首先要能够适应公司，适应公司的企业文化、运营理念、营销方针、人文环境等。从企业的外部环境来讲，营销人员还应能适应市场的需要、适应经销商的发展需求、适应当地的风土人情等。销售人员只有适应了营销职业、适应了营销生活、适应了企业的内外部环境，才能更好地给自己准确定位，找到适合自己发展的方向之所在。

2.学习能力。销售人员要更快地成长，就必须具备学习的能力。包括学习国家的方针政策、相关的经济法规、国家的宏观、微观经济政策，从“战略”方面武装自己。更要学习经营管理学、营销学、心理学、公关学等知识，完善自己的知识结构，达到从专才、通才到复合型人才的转变。

3.领悟能力。任何一个具有一定市场营销实战经验的人，都知道“悟性”的重要性。优秀的销售人员能够洞察机会，分析问题，从而利用机会，为销量“锦上添花”；或是把问题变成提升销量的机会。有的销售人员面对问题不知所措，让机会从身边白白溜走。

4.应变能力。时代和市场永远在变，销售人员的思路和方法必须跟着变。

5.创新能力。市场形势千变万化，而营销模式却日趋雷同，销售人员要想在市场上立于不败之地，那就必须具有创新能力，使自己的产品、渠道、思路、策略等能够个性张扬，脱颖而出。

結果 (中文) 2:

Foreign trade salesman must have the quality or occupation quality: marketing staff is always a lone warrior, constantly being out of the door, can once again raised his hand to knock on the door, perhaps, the opportunity to be in the last a knock. But remember, in the marketing activity, your enemy is not the customer. But you, to continue to victory over self, say to yourself: no! I can't go back, I have to go forward, my success on the next time. Shopping malls such as the battlefield, can imagine a firm and indomitable warriors, "again and again, there is the possibility of winning. There is no failure, how to succeed? Don't refuse, talk about how to sell? :Philip Kotler cited the results of a survey in his famous book "marketing management": 27% of the sales staff to create 52% of sales. Many factors affect the sales performance, such as the potential market size, the enterprise to the market resources, market maturity, the product life cycle, competitors. But the practice proof, the sales staff is the key to sales performance level. "Sales is the most important element of people." Thanks to modern sales theory founder Dr. Goldman warned us: "take a wrong people in sales positions, you start failed." Not all people are suitable for sale,Not all sales people can be successful. Sales personnel from the personal perspective, factors that decide the performance of his basic quality, idea, ability. Someone put the ability and quality to be confused. In fact, the two are different. The ability can be cultivated in the short term, while the quality is not in the short term cultivation. Therefore, the sales staff to quickly improve performance, a firm foothold in the sales field, we need a clear understanding of the excellent sales staff need to have what ability, and usually pay attention to training in order to enhance the ability of.

sales personnel must have what ability, can be studied from three aspects:One is the empirical study; two is to seek the views of customers, ask the customer is willing to deal with what kind of sales personnel; three is to make sales manager according to my own experience on their point of view. This symposium, fighting in the marketing of the first-line sales manager based on their practical experience, put forward various sales personnel should possess. Mr. Sun Yuewu, famous marketing manager, today's sales personnel should have three aspects ability, namely the bearing ability, analysis ability and communication skills.

1. bearing capacity. The sales staff on their shoulders, sales targets are huge, manager again urged,Is facing the customer indifference and rejection. In the face of difficulties, some people feel confused and depressed, or give up, or negative, the result is farther and farther away from success. Therefore, put themselves in a correct position, correct their attitude, in the face of the pressure, to accept a challenge every one is the sales staff, especially just out of college to work of young people should have.

2.分析能力。 Sales personnel should have keen analytical ability to market opportunities, learn to identify market opportunities, and competitive products talent showing itself in the battle.

3. ability to communicate. To sell your ideas, beliefs, plan, method to superior,The lower and the customer is one of the most important ability for sales personnel. And good communication ability is best way to win support from others. Practice tells us, many problems in sales is due to miscommunication caused by.

marketing manager Mr. Cui Zisan think, the following five kinds of ability can create marketing master. The ability to adapt to

1. From the enterprise's internal environment, marketing personnel first to be able to adapt to the company, the company's corporate culture, business philosophy, marketing policy, humanities environment. From the external environment of enterprises, marketing personnel should also be able to adapt to the needs of the market, to meet the developing needs of dealers,To adapt to the local local customs and practices. Sales personnel only adapted to marketing occupation, to adapt to the marketing life, to adapt to the enterprise's internal and external environment, in order to give yourself accurate positioning, where to find suitable for their own development direction.

2. learning ability. Sales staff to grow faster, it must have the ability to learn. Include the study of the policy of the country, the related economic laws and regulations, the state's macro, micro economic policy, from the "strategic" armed. To learn the business management, marketing, psychology, public relations and other knowledge, improve their knowledge structure, to achieve from professionals,General to change the compound talents.

3. ability to comprehend. Any one has certain market marketing actual combat experience, knows the importance of "understanding". Excellent sales staff can provide insight into the opportunities, problems, and opportunities for sales, "icing on the cake"; or put the problem into sales promotion opportunities. Some sales personnel to face the problem be at a loss what to do, let the opportunity slip in vain.

4. strain capacity. Time and the market is changing all the time, thought and method of sales staff must follow the change. The innovation capability of

5. The myriads of changes of market situation, and the marketing pattern has become increasingly similar,Sales staff to remain invincible in the market, it must have the innovation ability, make its products, channels, ideas, strategies to personality, talent showing itself.