论推销人员的印象整饰

Discussion on Impression Management of Sales Persons

本文将推销人员的印象整饰置于大视野之下,认为应经由自内而外和自外而内两条途径进行,最终成就“诚之于中而形之于外”——达致内外和谐统一的整饰。文章对此作了理论和操作层面的探讨与阐述:内在途径是树立以推销对象为本、以使用价值为要的推销观和建构以予为取,予与欲同,显予之形,隐取之迹的取予观;并建立坚定的内在信念和进行持久的心理训练。外在途径是对自身视觉元素进行管理时,要以凭藉视觉传达、着眼掩瑕扬瑜、满足角色期望和谨守行礼如仪为管理理念;以仿象他人沟通方式,考虑推销对象背景,传递推销商品信息和呈示相关价值观念为配置策略。

Put under the broad field of vision, the impression management of the sales persons is believed in this essay to go in two ways: from inner to outer and from outer to inner, which will eventually bring up an internally and externally harmonious and integrated impression management 'with inner sincerity and outer image'. This essay has made discussion and interpretation on the basis of both theory and practice. The inner way is to set up the sales concept on the basis of sales target and with the essence of use value, to form the value of giving and taking which means 'giving for taking, giving exactly what people demand, manifesting the image of giving and concealing the sign of taking', and to build up a firm inner belief and proceed with the lasting psychological training. The outer way is, while managing the self visual elements, not only to take a management concept of depending on the visual communication, focusing on minimizing flaws and maximizing virtues, satisfying the expectation for roles, and complying with the etiquette, but also to take the corresponding strategy of imitating the communication way of other people, taking into consideration the background of sales target, conveying the information about the commodities for sale and presenting the related value idea.