I’m the Customer. I have losts of money and I’m going to spend it. Take care of me and I’ll take care of you. I’ll encourage my friends to come to see you. I’ll come back when I need more of what you sell. All you’ve got to do is to satisfy me. Do you think I’m demanding too much? Hey, all I want is people to:
我是顾客，我有很多钱，我要花掉这些钱。照顾好我，那么我也会照顾好你，我会鼓励我的朋友们到你这儿来，当我还需要你卖的东西时，我会再回来的。你所应该做的就是令我满意。你认为我要求的太过分吗？喂，我所要求的是人们：
Greet me and make me feel comfortable.
欢迎我，使我感到心情舒畅。
Value me and let me know they think I’m important.
视我，让我知道他们认为我重要。
Ask how they can help me.
他们如何才能帮我。
Listen to me and understand my needs.
听我说，了解我的需求。
Help me get what I want or solve my problem.
帮我得到所需或帮我解决问题。
Invite me back and let me know I’m welcome anytime.
请我再来，告诉我无论什么时候来都受欢迎。
Most of us form quick first impressions. We often decide whether we like people, want to do business with them, in the first few seconds, whether in face-to-face contact or over the telephone. Someone once told me people form 11 impressions of us in the first seven seconds of contact.
我们大部分人都能形成初步印象，无论是面对面的交往还是在电话里，我们经常在前几秒钟就能确定是否喜欢对方，是否想与其做生意，有人曾告诉我们，在与我们接触的前7秒钟内，人们就能形成对我们的11个印象。
Not long ago, I needed new business telephone lines and numbers. I called and was greeted by one of the friendliest voices I’d ever heard. Immediately, I felt comfortable. The person thanked me and put me completely at ease. Her greeting was most effective
不久前，我需要一些新的业务电话线路和电话号码。我打电话联系，接电话的人的声音是我所听到过的最友好的声音之一。我立即感到愉快。那个人向我表示感谢，使我感到非常自在，他的热情接待给我的印象很深。
Yours can be, too. All you have to do is to be aware of the importance of greeting people and then learn some simple techniques.
你的热情接待也会产生同样的效果。你所应该做的就是意识到热情招呼顾客的重要性，然后再学会几个简单的技巧：
Thank customers for coming in, contacting you, or seeing you. This is not what a new receptionist did the last time I went into the dental office. I walked in and stood at the counter for at least a minute. She knew I was there, but she didn’t acknowledge me. Finally she looked up, showed no reaction – no smile, no warmth – and said, “Sign in!” Her inattentiveness left me feeling less than thrilled about being there.
要感谢顾客的光临，感谢他们与你联系或来看你。我最后一次去牙科诊所时，接待员就没有这样做，我走进去在接待台旁边站了至少有一分钟，她明知我在那儿，却不跟我打招呼。最后她抬起头，没有任何反应（没有微笑，没有热情）地说：“签到！”她漫不经心的样子使我感到在那儿心里高兴不起来。
Tune the world out and then in. another technique is to tune the world out and customers in. how often do you talk to yourself when you should be focusing on your customers? It’s easy to do this and it can be damaging to customer relations.
排除干扰，聆听顾客。另一个技巧就是抛开世界上的一切，注意听取顾客的意见。有多少次你本该把注意力放在顾客的身上，而你却在想着自己的心事。这样的事很容易发生，这样做会影响顾客关系。
“Let me Know I’m important.”
要使我感到我很重要！”
Good customer service isn’t just painting a smile on your face and performing certain actions. People quickly see through thinly veiled attempts at niceness.
给顾客提供良好的服务并非仅仅是脸上装出笑容和做做样子而已。装出来的热情很快就会被人们看穿。
Think:
考虑一下：
“You’re the customer – you pay my salary!”
你是顾客——你给我付工资！”
“There’s something about you I like!”
“我对你有好感！”
“You make my job possible!”
“有了你我的工作才成为可能！”
Once you have these values, you will see your job differently. Most people who work with people don’t really know what business they’re in. Most think they’re in business to deliver products or services. They don’t know they’re in business to give benefits to people.
一旦你了解了顾客的这些价值，你就会以不同的观点看待自己的工作。与顾客打交道的人并不真正懂得自己在做什么，大部分人认为自己在做提供产品或服务的生意，却不明白他们做的生意是向人们提供利益。
Many in retailing, telemarketing, medical offices, or other places where people spend money, don’t know how to identify the real needs customers have. How do you go about identifying people’s needs? First, understand people’s needs? First, understand people’s needs aren’t for the product or service, but for what that will do for them. Customers don’t buy cars to have a vehicle to drive. They do it so they can keep up with the Joneses, get good gas mileage, or save money.
在零售、电讯直销、诊所或其他消费领域，很多搞这些行业的人不知道如何确定顾客的真实要求，如何找出人们的需求。首先，要明白人们的需求并非是产品或服务，而是产品或服务能为他们做什么。顾客买车的目的并非仅仅是为了有辆车开，他们这样做是为了赶时髦，是为了买到省油的汽车，或为了省钱。
A most important part of your contact with customers will be to find out what their needs are – the payoff they want from what you sell. Ask “How may I help you?” Cliches such as “May I help you?” aren’t as complete. One calls for a quick turn-off response; the other calls for an explanation. Find out why they came in or contacted you. When you know why you can better understand their individual needs. Ask open-ended questions. These call for explanations because they contain the words who, what, where, why, when and how. Not only will these questions help you understand a person’s needs, you’ll also strengthen rapport by showing concern and listening.
你与客户接触的一个很重要的方面就是洞悉他们的需求——是想从你卖的东西中得到报偿。要问他们：“我怎样才能帮助您？”象“我能帮助您吗？”这样的陈词滥调已不够全面。这种问法要求顾客立即答复便终止对话；而另一种问法需要顾客解释。要弄清楚他们为何而来或为何与你接触，当明白了其来意之后，你就能更好地了解他们的个人需求。要问一些没有确定答案的问题，因为这样的问题里含有“谁”，“什么”，“在哪儿”，“为什么”，“什么时候”，和“怎样”，所以需要解释。这样的问题不仅会帮助你了解顾客的需求。而且通过表示对他们的关心和聆听他们的需求还会加强与他们的友好关系。
“Please Listen to Me.”
“请听我说。”
after you ask how you can help, it’s time to do something few people do well-listen. Don’t listen casually; tune in to each person, cut out distractions and listen to their words, tone of voice and body language.
序文如何才能帮助之后，你就该做那件很少有人能做好的事情——听顾客说。不要漫不经心，要注意听每一个人讲，不要精神溜号，要听他们的话语，听他们的语调，还要观察他们的身势语。
Listening isn’t just hearing. It’s understanding feelings and emotions. It’s picking up subtle voice inflections and meanings. If the customer says. “I’m just looking,” may be his body language is saying, “I’m interested in buying.”
听，不仅是听到了而已，而是懂得顾客的情感，理解他们难以觉察的声调变化和意思。如果顾客说 ：“我只是看看”，也许他的身势语表明：“我有兴趣购买。”
16.When you buy from soemoen, watch what person does with his eyes. People often say the right words, but their eyes betray their true feelings. People who are really listening look into your eyes. When people aren't looking into your eyes, it's virtually ipossible for them to hear everything you're trying to tell them. When people are preoccupied, they almost never keep eye contact.
当你买某人的东西上四，观察一下他（她）的眼神。人们通常嘴里说着好听的话，可眼睛里透露出真实的感受。真正在听你讲话的人会注视着你的眼睛。当人们不看你的眼镜时，他们不可能听到你要讲的所有的事情，当人们想着各自的心事时，他们几乎从不保持目光接触。
17. Concentrated eye contact helps you listen more effectively, and customers intuitively respect people who look them in the eyes. Listening is the highest for of persuasion. There's no better way to persuade your customers to buy from you than to listen.
目不转睛地注释会帮助你更有效地听讲，顾客会本能地尊敬那些注释着他们眼睛的人。听是说服他们的最佳方式，没有比听更好的办法去说服顾客买你的东西。
18.When you've greeted customers, valued them, asked how you can help them, and listened to them, it's time to fill their needs. Remember, people don't buy your product or service for what it is, but for what it will do for them.
在你向顾客表示欢迎，表示尊重，询问如何才能帮助他们，并蜻蜓他们解释需求之后，你就该开始满足其需求了。记住：人们并非为了眼前的利益才购买你的产品或服务，而是为了将来的利益。
19. Whatever you're selling or do for customers, you'll help them better when you:
Satisfy their wants or needs.
Solve their problems.
Give them extra value.
无论你卖什么或为顾客做什么，如能做到以下几点，你就能更好地帮助他们：
——满足他们的需求。
——为他们解决问题。
——给他们额外的好处。
20. Just as first impressions are memorable, so are last impressions. People carry their feelings with them when they leave you. There are three ways to make good impressions.
同第一印象一样，最后的印象也是令人难忘的。人们离开你的时候，是带着印象走的，有三种办法能给人留下好的印象。
21. Thank them for coming in or contacting you. This can be done with words, actions, or attitudes. If you are truly appreciative, you'll communicate it, verbally or nonverbally. Always cheerfully express your appreciation whether people buy or not. This sets the stage for future success and referrals.
感谢他们的光临或与你接触，这可以用语言、动作或态度来表示。如果你真的有感激之情，就以语言或非语言形式表达出来，无论人们购买与否，你都要高高兴兴地表示自己的感谢，这为你未来的成功以及推销创造了条件。
22.Ask them to return soon. One reason why people love you to show appreciation is because it's so uncommon. Notice the attitudes of people who serve you. Even when you purchase something, they don't always leave you wanting to return. Let them get the idea you aren't going to buy anything and you'll usually be abandoned.
要请他们快回来。人们喜欢你表示感谢的一个原因是因为这样做很难的，请注意观察接待你的人的态度，即使你买了什么，他们也不总是让你觉得还想再来，如果让他们知道了你什么都不想买，通常他们是不会理睬你的。
23. Leave them wanting to return. When your attitudes and values are right, your actions will usually be right. Customers will have good feelings about you.
要让顾客觉得还想再来。当你有了正确的态度和价值观，通常你就能做出正确的行动，顾客也就对你有好感了。
Customers are becoming more demanding. They have more choices as to what they buy and from whom. One way to cause them to remember you favorably is to do something unexpected, out of the ordinary. Simple actions are most memorable -- a small chocolate, a genuine "thank you" just before your customer leaves, an inexpensive gift. Be different; use your imagination
顾客的要求越来越高，对于买什么以及从谁的手里买，他们有更多的选择。有一个办法可以给他们留下很好的印象，那就是做一些意想不到的、与众不同的事。一些简单的小事也会非常令人难忘——一小块巧克力，顾客离开前说一声真诚的“谢谢您”，一个并不贵重的小礼品。贵在与众不同，要运用你的想象力。