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最近老李打算在大学城附近购房,根据广告的介绍他乘车来到某楼盘“看楼”。在售楼处,某房地产公司的售楼小姐接待了他。因为不明白开发商广告中强调的“结构转换层”对购房者有什么好处,所以老李就迫不及待地向售楼小姐请教,谁知售楼小姐东扯西拉地支吾了几句,根本就没说清楚。老李感到奇怪,就问售楼小姐是否看过公司的广告和宣传材料,没想到售楼小姐不耐烦地回答了一句“当然看过啦”。老李不知道这个售楼小姐是没说实话还是缺乏专业知识,反正让人难以信任。于是老李打消了继续谈下去的念头,扫兴地离开了售楼部。一、信任的含义及其作用赢得顾客信任是销售人员成功销售的关键之一。根据罗素等人(Rousseau.Sitkin 和 Camerer 1998)的定义,信任是建立在对另一方意图和能力乐观估
Recently, Lee plans to buy a house near the University City, according to the ad introduced him to drive a real estate “Watch Building ”. In the sales office, a real estate company sales lady received him. Because developers do not understand the ads highlighted in the “structural transformation layer ” What are the benefits to buyers, so Lao Li can not wait to ask the sales lady, who knows the sales lady east and west to support a few words, Simply did not say clearly. Lao Li was surprised to see Miss salesman has seen the company’s advertising and promotional materials, did not expect the sales lady answered an impatiently “Of course seen!” Lao Li do not know this sales lady did not tell the truth or lack of expertise, anyway, hard to trust. So Lao Li dismissed the idea of continuing to talk, disappointing to leave the sales department. First, the meaning of trust and its role to win customer trust is one of the key sales staff successfully sold. According to Russell et al. (Rousseau.Sitkin and Camerer 1998), trust is based on an optimistic assessment of the other’s intentions and abilities