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喜出望外

所属:成长励志 作者:Milt Garrett 阅读:4328 次 评论:0 条 [我要评论]  [+我要收藏]

小编摘要:在市场上,只有口碑能告诉我们的商品到底有什么不同。

 

我的家乡在阿尔伯克基,听说在那里有一家汽车代理商,平均每天卖6到8辆新车,一星期6个工作日。有人告诉我说,这家汽车代理商的新顾客有72%都会成为回头客。(那时,在阿尔伯克基的所有汽车代理商中,回头客的比例是8%)。我对这事产生了兴趣,感到好奇。一家汽车代理商是怎样使得他们72%的新顾客成为回头客?他们怎么能在汽车市场走下坡路的时候每天卖出6到8辆车呢?在4年前的那个星期五,我走进位于阿尔伯克基市的那家土星汽车销售店,里面的店员虽然从来没有见过我,但他们将汽车的定价策略,每种型号的利润率,店员的收入全盘相告。店员们甚至将他们的培训手册拿给我看,并邀请我在星期6再去一趟以方便了解更多的信息(我满心欢喜地接受了邀请)。我了解到这家代理商(像所有土星汽车代理商一样)有一个"坚决不接受还价"策略,就是说,贴在车窗上的标价就是最终卖价。简单明了。你甚至都不能通过讲价搞到一张免费的车厢地毡。
It seems a car dealership in my hometown of Albuquerque was selling, on average, six to eight new cars a day, six days a week. I was also told that 72 percent of this dealership's first-time visitors returned for a second visit. (At that time, the average for all dealerships in Albuquerque for second-time visitors was 8 percent.) I was curious and intrigued. How does a car dealership get 72 percent of its first-time visitors to return? And how can they sell six to eight cars a day in a slumping car market? When I walked into Saturn of Albuquerque that Friday four years ago, the staff there didn't know me from Adam; yet they shared with me their pricing policy, the profit margin on every model, and staff income. They even opened their training manuals for my review and invited me back on Saturday if I wanted more information (an invitation I heartily accepted). I learned that this dealership (like all Saturn dealerships) has a "no-dicker sticker" policy; that is, the price on the window is the price you pay for the car. Period. You can't even negotiate for a free set of floor mats.
土星汽车的汽车代理商信守承诺,销售质优价廉的汽车。此外,店内的销售顾问(业内术语,指与顾客交流的人)是没有佣金的,他们是领薪水的。这就是说,当你踏上展示厅的地板,你不会受到"过于热心"(我更愿用这个词)的销售人员的狂轰乱炸。我对阿尔伯克基的其它代理商也作了调查,原来福特护卫舰(Ford Escort)、福特LTD(LTD)和福特蓝鸟(Thunderbird)、还有福特水星(Mercury Marquis)都在执行这种"坚决不接受还价"策略。就像理查德.福特的代理商布鲁斯.萨瑟兰所说的,"我们在市场上输给了土星汽车,因为它们所实行的价格和薪资策略。"他还说,"如果我们都像土星汽车的代理商这样操作,我们不止会有相当不错的收入,还能建立起一个较好的名声。"在我再次光临土星汽车店(他们喜欢用"店"这个词)后的一天,是个星期天,我的老婆,简,和我在室外散步,我们经常在外面散步。
Saturn abides by its premise of selling high-quality automobiles for a reasonable price. Furthermore, Saturn sales consultants (their term for customer-contact people) aren't paid a commission - they're salaried. This means when you walk onto the showroom floor you're not bombarded with what I refer to as "beyond eager" sales people. I expanded my research to other dealerships in Albuquerque. It turned out that Ford Escorts, LTDs and Thunderbirds, as well as the Mercury Marquis, were also sold as "no-dicker sticker" cars. As Bruce Sutherland at Richardson Ford said, "We were losing our market to Saturn because of their pricing and salary policies." He also said, "If we all did what Saturn was doing, we'd not only make a decent living, but we'd also enjoy a better reputation." On Sunday, the day after my second visit to the Saturn store (their term, not mine), my wife, Jane, and I were walking as we frequently do.
在这个普通的六月的早晨,简温柔地用手拉住我的手,轻轻地说,"我不知道你记不记得,今天是我治愈癌症5周年纪念。"她5年前被诊断为乳癌并做了手术。我有些吃惊,第一是因为我很惭愧我确实忘记了这个日子,第二是因为…好像我们用了所有的时间去挣钱过日子,却从来没有好好享受挣来的钱。我的意思是说,好好享受生活才是生命的真谛,对吧。听到简说起这事,我不知该如何是好。我轻声对她说,我们要庆祝一整天,我带她去外面吃午餐。
On this particular June morning, Jane gently slipped her hand in mine and said tenderly, "I don't know if you remember, but today's my fifth anniversary of being cancer-free." She was diagnosed with breast cancer five years ago and had undergone surgery. I was stunned, partially because I was embarrassed that I had forgotten, and, partially, because...well, it seems we spend all of our time earning a living and never stop to live our earnings. I mean, isn't this what it's really all about? I didn't know what to do with Jane's information. I spoke to her tenderly. All day. I took her to lunch.
午餐是我付的账。我们度过非常不错的一天,我和老婆如胶似漆。第二天是星期一,简去学校教书了。但我仍很懊恼,不知该如何纪念这个特别的事件,我做了一件一生中最冲动的事:我买了一辆新的土星汽车。我定购了汽车公司在田纳西州的斯普林希尔生产的所有的配件,铁了心要买一辆土星汽车,只要是他们生产的配件我全都买了。我还没有选定颜色和型号,但我付的是现金,并且我告诉店员们,我将在星期三下午4点30分,带着我老婆来决定颜色和型号。我向他们说明了为何我要买这辆车,但那是我的秘密,他们并不需要告诉简。星期二早上,我突然想起简总是想要一辆白色的车。所以我打给销售顾问,问他是否店内有白色的车。他说现在有一辆白色的车,但并不保证星期三4点30分还在那,因为他们卖得很快。我说,碰碰运气吧,并请求他将车放在展示厅内。
I bought the lunch. It was a nice, intimate day. The next day, Monday, Jane went off to work teaching school. Still beside myself not knowing what to do to mark this special occasion, I did the most impetuous thing I've ever done in my life: I bought a new Saturn. I bought every accessory they produce in Springhill, Tennessee, to hang on that car. There wasn't an accessory made that I didn't buy. I didn't pick the color and I didn't pick the model, but I paid cash and told them I'd bring Jane in on Wednesday at 4:30 to make those two decisions. I told them why I was buying the car, and that it was my secret and they were not to reveal anything to her. Tuesday morning, it dawned on me that Jane always wanted a white car. I called our sales consultant at Saturn, and I asked him if he had anything white in the store. He said he had one left but he couldn't guarantee it'd still be available Wednesday at 4:30 because they were selling so fast. I said I'd take my chances and asked him to put it in the showroom.
不知不觉到了星期三,想不到,我们家里的一个亲戚住进了医院。所以直到星期六早上9点30分,我才对我老婆撒了个大谎,把她骗了出来,最后我们总算是来到了土星汽车店。我匆忙将车开入了停车场,简生气地问我,"你在干嘛?你不是说我们直接回家吗?"我说,"对不起,我忘记了要在这里拿个什么东西,是下个星期基瓦尼俱乐部(美国工商业人士的一个俱乐部)的演讲用的。"简从来没有来过任何一家土星汽车店。当我们穿过前门时,她的脚和嘴全不听使唤了。她看到了那辆小巧的白色双门双座轿车,停在展示厅对面的远方。
Wednesday came and went. Unexpectedly, someone in our family was admitted to the hospital. So, it wasn't until 9:30 Saturday morning when, after telling Jane the biggest lie to get her out of the house, we finally made our way to the Saturn store. I quickly turned into the parking lot and Jane angrily asked, "What are you doing? You promised me we'd get home right away." I said, "I'm sorry, I forgot I have to pick up something here for my Kiwanis speech next week." Jane had never been in a Saturn store. When we went through the front door, the Lord took control of her feet and her mouth. She saw that little white Saturn coupe all the way across the showroom floor.
她快速走过一堆色彩各异的汽车,坐在那辆白色土星汽车上,问,"噢,这辆小车真漂亮。我能拥有一辆新车吗?"我说,"不行。除非等查理大学毕业后。"查理是我们的儿子,正在澳大利亚悉尼的新南威尔士大学就读(我们称之为"国外"学费)。她说,"我厌烦了驾着那辆旧的道奇车,我想要辆新车。"我说,"还有3个学期他就毕业了,我答应你,到时给你买。"接着,简绕到了车的前部。她仔细地打量这辆车,发出了我在29年婚姻中从没听到过的恐怖尖叫声。嗯,在我说明简为何尖叫以前,我先说明一下店里的销售顾问为我做了些什么。他定做了一个大型的专业人士雕刻的标牌(蓝底白字),并且上面贴有土星汽车公司的商标。标牌树立在那辆白色汽车的引擎盖上。上面写着"祝贺你,简。这辆车是你的。战胜癌症五周年纪念。让我们为生命喝彩。赠送人米尔特,比利和土星汽车公司的员工们"每位阿尔伯克基市土星汽车公司的员工都在标牌的后面签了名。简看到了这个标牌,她尖叫起来,扑入了我的怀中,放声痛哭。
She quickly passed a multi-colored sea of automobiles, sat in the little white Saturn and said, "Oh, what a pretty little car. Can I have a new car?" I said, "No. Not until Charlie graduates from college." Our son, Charlie, was attending the University of New South Wales in Sydney, Australia (we call that "out of state" tuition). She said, "I'm sick and tired of driving that old Dodge, I want a new car." I said, "I promise, just three more semesters and he'll be out." Next, Jane walked around to the front of the car. As she looked it over, she let out the most blood-curdling, shrill scream I'd ever heard in 29 years of marriage. Now, before I tell you why Jane screamed, let me tell you what our sales consultant had done. He had ordered a large, professionally engraved sign (white letters on blue) and affixed the Saturn company logo on it. The sign stood alone on the hood of the little white Saturn coupe. It said "Congratulations, Jane. This car is yours. Five years cancer-free. Let's celebrate life. From Milt, Billy and Team Saturn" Every employee at Saturn of Albuquerque had endorsed the back of that sign. Jane saw it, screamed, collapsed in my arms and bawled her eyes out.
我不知该如何是好,也流下泪来。我拿出上个星期一收到的发票,展开了它,指着那白色的双门双座轿车,说,"不,亲爱的,这车不是你的,我给你买的是这辆。"我用食指弹了弹发票。简说,"不,我就要这辆。"查理从学校返乡,现正和我们在一起,他也说,"不,妈妈,爸爸给你买的车还在田纳西州的斯普林希尔,还有很多别的零件。"但是简说道,"你不明白,我想要这辆。"就在我们继续交谈时,我四周环视了一下,发现店里除了我们外没有别人。销售顾问安排了一切,让我们一家人独自分享这一特别的时光。机修工,文员,前台接待,经理和所有销售顾问都走出了店外,让我们享受这特别的时刻。即使是这样,还是很难有一定的隐私,因为太多人站在展示厅外透过窗户向里张望。当简尖叫着扑入我怀里时,我看到外面的店员们鼓掌喝彩,并开始哭泣。在这段时间来店里的顾客,被挡在了店外,店员将他们请到一边,向他们解释事情的经过。那天,简将那辆车开出展示厅的门口,直接开到了家里。
I didn't know what to do. I was in tears. I took out my invoice from the previous Monday, unfolded it and, pointing to the white coupe, said, "No, honey, this car isn't yours. I bought you this one." I tapped the invoice with my index finger. Jane said, "No, I want this one right here." Charlie, who was home from college and with us, said, "No, Mom. Dad bought you anything you want in Springhill, Tennessee or anything on the lot here." Jane said, "You don't understand, I want this one." While this conversation was going on, I looked around and discovered that there was no one in the store. Our sales consultant had arranged it so that we could share the moment alone. The mechanics, the clerical staff, the front-desk receptionist, management and all sales consultants had left the store for the sanctity of our event. Even so, it's impossible to have a lot of privacy when so many people are standing outside the showroom windows looking in. When Jane screamed and collapsed in my arms, I saw everybody outside applaud and begin to cry. Every new customer that came to the store in those minutes was not allowed to enter; instead, the staff took them aside and explained what was happening. Jane never drove the car until she took it through the showroom door that day to drive it home.
多年以后,我在美国、澳洲和印尼将这个作为传奇般的服务案例讲述给大家听。当我在旧金山演讲时,一个来自阿拉斯加州安克雷奇的妇女听到这个故事,她给阿尔伯克基的土星汽车代理商打了个长途电话,买了一辆新车。就像肯. 布兰恰德说的,"在市场上,只有口碑能告诉我们的商品到底有什么不同。"
Over the years, I've told this story in the United States, Australia and Indonesia as an example of legendary service. A woman in my audience in San Francisco from Anchorage, Alaska, heard the story; she called Saturn of Albuquerque long distance and bought a new car. It's like Ken Blanchard says, "It's only the stories told about us that differentiate us in the market place."
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2011-03-09 13:53 编辑:kuaileyingyu
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