Question
एक विक्रेता ग्राहक की रुचि उत्पन्न करने के बावजूद विक्रय पूर्ण नहीं कर पा रहा है। संभावित कारणों का विश्लेषण कीजिए तथा आपत्तियों को दूर करने और विक्रय पूर्ण करने की तकनीकों को समझाएं।
Answer :
Word Count : 1425
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व्यक्तिगत विक्रय में ग्राहक की रुचि उत्पन्न करना विक्रेता की सफलता की दिशा में एक महत्वपूर्ण चरण है, लेकिन केवल रुचि पैदा होना ही विक्रय पूर्ण होने की गारंटी नहीं देता। कई बार ग्राहक उत्पाद को ध्यान से सुनता है, उसके लाभों को समझता है और उसमें रुचि भी दिखाता है, फिर भी खरीदारी का निर्णय नहीं लेता। ऐसी स्थिति में विक्रेता को ग्राहक के व्यवहार, उसकी आवश्यकताओं, संदेहों, आपत्तियों तथा निर्णय लेने की प्रक्रिया का सावधानीपूर्वक विश्लेषण करना आवश्यक होता है। विक्रय पूर्ण न होने का पहला संभावित कारण ग्राहक की वास्तविक आवश्यकता और विक्रेता द्वारा प्रस्तुत उत्पाद के बीच उचित सामंजस्य का अभाव हो सकता है। यदि विक्रेता केवल उत्पाद की विशेषताओं को बताता है और यह स्पष्ट नहीं करता कि उत्पाद ग्राहक की समस्या या आवश्यकता को किस प्रकार पूरा करेगा, तो ग्राहक रुचि रखने के बावजूद खरीदने के लिए प्रेरित नहीं होगा। इसलिए विक्रेता को ग्राहक की आवश्यकता, आय, पसंद, उपयोग की स्थिति और अपेक्षाओं को समझना चाहिए। दूसरा कारण मूल्य से संबंधित आपत्ति हो सकता है। ग्राहक को उत्पाद पसंद आ सकता है, लेकिन उसे कीमत अधिक लग सकती है। ग्राहक यह सोच सकता है कि समान उपयोगिता वाला उत्पाद कम कीमत पर उपलब्ध है। ऐसी स्थिति में केवल कीमत कम करने के बजाय विक्रेता को उत्पाद के मूल्य और उपयोगिता को स्पष्ट करना चाहिए। उत्पाद की गुणवत्ता, टिकाऊपन, बिक्री के बाद सेवा, वारंटी और दीर्घकालीन आर्थिक लाभों को समझाकर मूल्य को उचित ठहराया जा सकता है। तीसरा कारण ग्राहक का विश्वास पूरी तरह विकसित न होना हो सकता है। व्यक्तिगत विक्रय में विश्वास अत्यंत महत्वपूर्ण है। यदि ग्राहक को विक्रेता की जानकारी, कंपनी की विश्वसनीयता, उत्पाद की गुणवत्ता या सेवा के बारे में संदेह है, तो वह खरीदारी का
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