什么是推销式销售(Missionary Selling)

        根据有道词典,missionary selling可以翻译成推销式销售、传教士式销售,而前一个翻译被更广泛采纳。但是,只从中文翻译字面很难理解missionary selling到底是什么,第一个翻译其实有很大的误导作用。

        Salesopedia网站对missionary selling的解释是:

           Missionary selling is the selling in which the salesperson's role is to inform an individual 
           with the power to influence others to buy a product, rather than to make a direct sale to 
           that person, a missionary salesperson is also known as a detailer.
        

        意思是说,销售人员向一个人传递很多关于产品或者服务的信息,而这个人并不是购买该产品或服务的人,他却能影响其他人购买该产品或服务。

        Answers网站对missionary selling的解释是:

           A missionary type of sales job involves convincing someone who has never used a product 
           to buy it. Selling financial planning or life insurance and other financial products typifies 
           the missionary sales job. The metaphor of a missionary involves educating someone about an 
           idea or concept and convincing them to have faith in that concept.
        

        意思是说,说服一个从来没有购买过该产品的人来购买该产品。比如推销理财产品或者人寿保险。这涉及到用一个理念或者概念教育此人从而让他相信这个理念。

        这两个解释有些不同,但是都强调向一个人传递信息、理念,像一个传教士一样。Chron网站用例子更详细地解释了Missionary Selling

           Missionary selling is a form of personal sales in which the salesperson provides information 
           to an individual who will influence the purchase decision. This is an indirect sales technique; 
           the goal is not to close a sale, but merely to get information into the hands of a key 
           decision-maker. Jobs in missionary sales are most common in technical, pharmaceutical and 
           textbook sales.
        

        在技术、医药和教科书销售领域,传教士式销售方法很常见。

        • 在技术领域,IBM和Xerox系统专家(Systems Specialists)是典型的传教士式销售员,技术专家和客户一起工作解决客户遇到的技术问题,在解决问题过程中,向客户传递能解决问题的相关产品的信息。
        • 在医药领域,有个专门的词汇叫pharmaceutical detailing,根据必应词典,翻译成医药详述,也就是传教士式销售,销售员不是把药卖给医生,而是通过向医生传递详细的医药信息说服医生将药开给病人。
        • 在教科书销售领域,购买者是学生,而教授决定学生买什么书。