Trading is above everything else: the 18 catalogue of big customers' sales

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The first article captures all articles-sales contact exercise

The trick is to find out the winning criteria of four types of buyers, avoid five minefields, use five groups of self-questioning and self-answering, master the five strategies of big customer sales, and win big orders.

Only when the sales staff grasp all the key decision makers can we reduce the obstacles and ensure the transaction as soon as possible. When selling, as long as one or more buyers don't know or haven't been there, it is very likely that the sales staff will fall into the sales minefield and lead to the annihilation of the whole army. Blind optimism and stepping into a minefield without knowing it are the most dangerous tendencies in sales.

If someone familiar with the customer's enterprise helps us, demining will be much easier. This is the role of "coach". When we are in a strange environment, the only way is to find a guide quickly. Without the guidance of the coach, we will accomplish nothing.

The first trick is to find the person who tied the bell to solve the problem.

The four-dimensional trading method holds that the key to trading is to judge the ideal customer, not only to find out the customer's decision maker, but also to pay attention to the little people.

In the sales of big customers, it is often not one person but a group of people who decide to clinch a deal. Specifically, any customer has four types of people: users, coaches, technical gatekeepers and decision makers. These four types of people are called key people, and they constitute the point, line, surface and body in the four-dimensional trading method respectively. These four types of people should be considered and then arrested.

First, be a professional player and bind big customers.

1. One move leads, one move leads.

2. When the sales process is set up, the sparrow can also become a phoenix.

Second, use the four-dimensional trading method to recognize four influential figures.

1. In the sales of key customers, it is often a group of people who decide to close the deal.

2. Four kinds of influential people all have their own right to make decisions.

3. Success lies in making the attitudes of the four types of buyers tend to be consistent.

4. Use four-dimensional trading method, point, line and surface strategy operation.

Third, experience with your heart and find out the key to open the door to trading.

1. Disagreement is a lock. Only when you find the right key can you make a deal.

2. Don't build too many relationships at the lower level of the customer enterprise.

3. Breakthrough of trading users

Sometimes, small people can do great things.

Think about a problem

The second trick is to find out the customer's card, and the coach helps to close the deal.

We can call those who help the sales staff to get information, contact and confirm the sales influencers, help the sales staff to determine the sales position and tell them what to do.

The coach is our eyes and ears, the guide of our actions, and the key figure in the four-dimensional trading method. Only with the support of coaches can we reach substantive users and decision makers.

With the help of the coach, we can find out the customer's card.

1. Being in a strange environment, the only action is to find a guide.

1. Let the coach do it for us.

Coaches are our eyes and ears.

Without the guidance of the coach, we will accomplish nothing.

Second, understand the laws of human nature and make the coach willing to help you.

1. Most people are willing to help the humble, persistent and kind-hearted weak.

2. Turn your own winning standard into a coach's standard, and you will.

Become a winning general

3. Choose the coach and the person who is most eager for the success of the enterprise.

Think about a problem

The third measure is to prevent the sale of minefields and make a careful deal.

According to the four-dimensional transaction method, sales is a process of constantly removing obstacles until the bill is signed. Blind optimism and stepping into a minefield without knowing it are the most dangerous tendencies in sales. Without pre-sales planning, following the correct sales process, lacking coaches among customers, not fully understanding the internal situation of customers, and lacking understanding of the project itself, the direction of the project and the decision makers of the project, all these may form a minefield in sales. A little carelessness may lead to complete failure.

First, if you don't know the danger of selling minefields, you may lose all your money.

1. Win the support of key people, even if you can't, stay neutral.

2. Sales is a process of constantly removing obstacles until the bill is signed.

If you don't watch out for selling minefields, you will accomplish nothing.

Second, the minefield in sales and its reasons.

1. It is the most dangerous to be blindly optimistic and walk into a minefield unconsciously.

You should know when you will touch the thunder.

You have to go through the minefield to win the sale.

Third, recognize the minefield, correct attitude and help mine clearance.

1. Three immature attitudes of salespeople to minefields

Beware of mines, or the cooked ducks will fly.

3. Four-dimensional trading card (that is, five groups of self-questioning and self-answering systems for marketers)

Think about a problem

The fourth measure, learn to be considerate, and the relationship determines the transaction.

A person's needs are like an iceberg, which has three layers: on the iceberg are obvious benefits, such as products, prices and quality; The second layer is hidden interests, including relationship, maintenance and communication. The deepest part of the iceberg is the hidden interests and the factors that really affect the transaction, that is, emotions, feelings and trust.

Of course, customers will not clearly show the demand for hidden benefits. If he lacks trust in your product or service, he will usually prevaricate with reasons above the iceberg.

First, sales is an art that human beings understand.

1. Perseverance is the real trick of sales.

2. Three steps to reach the highest level of sales.

3. Handle the relationship between "handshake" and "hug"

Second, let customers taste dessert, and they will eat dinner.

1. The most valuable things are given away for free, and the overall solution is sold at a high price.

2. The "iceberg theory" of customer demand

If the selling point can't impress customers, start by buying some.

Third, products are similar to competitors, so we must work hard on the relationship.

1. Four words of wisdom from Madge

2. The success of sales is inseparable from strong social relations.

When you forget the sales skills, your skills are perfect.

Think about a problem

Chapter 2-Sales Negotiation Practice

A sword to seal the throat is to turn a period into a question mark, ask four kinds of questions correctly, interrupt the other person's nerve chain, let his attention follow his own direction, and let the other person's water temperature change from 10℃? 40℃? 80℃? 100℃, create demand and control customers.

What do you mean, deal? The four-dimensional transaction method holds that: due to the large sales amount, long cycle and complicated internal decision-making of large customers, the transaction is not simply about signing contracts, collecting money and delivering goods, but has four symbolic characteristics that sales personnel need to pay attention to in the transaction process:

(1) The other party accepted ideas and conditions that were not accepted originally.

(2) The other party agrees to enter the next working procedure.

(3) The other party agrees to introduce a higher level of * * *.

(4) The other party agreed to hold a technical exchange meeting to make more people's opinions tend to be consistent.

These four signs appear by asking questions. The creation of customer needs also depends on asking questions.

In sales, the only stupid question is that you don't ask questions. If you can ask questions, you will find that there are many answering skills in sales, from which you can master very important information and effectively control the sales process. In practice, how to talk with four kinds of influential people and how to use questioning skills is a kind of wisdom to defeat the enemy. Know yourself and know yourself. Only by sealing your throat with a sword can you defeat your opponent.

Fifth, avoid talking to yourself, the dialogue can be concluded.

In the four-dimensional transaction method, how to connect points, lines and surfaces is an important problem. Of course, this is inseparable from communication and speech. When a customer is faced with sales promotion, his psychological process is like this: when you say a full stop, the customer's heart will close; You say a question mark, and the customer's heart opens.

Problems are as important to marketing as breathing is to life. If you fail in asking questions, you fail; If you ask the wrong question, it won't kill you immediately, but you will die. So, if you ask the right question, what's the answer? The answer will be a business!

First, sales is not talking, but talking.

1. period should be a question mark, and the statement should be an inducement.

Shooting "machine guns" at customers is a big taboo in sales.

Don't talk casually without knowing the customer's intentions.

4. Create benign interaction and bring out the real ideas of customers.

Second, how to turn a period into a question mark

1. Find the small "yes" first, and then find the big "yes"

2. Attention = fact. If you want results, you should start with asking questions.

3. Demonstration of turning a period into a question mark

4. Key points of common questioning skills

Think about a problem

The sixth measure is to lock the reasons for refusal and ask questions to guide the transaction.

At the critical moment, the customer sternly refused, and it was the question mark, not the period, that really exerted its power. Sales is a special question and answer with strong skills, which is designed, confronted and finally decided. So negotiators are all "language killers".

When using the four-dimensional trading method, we must respond to the rejection in the way of "understanding and rhetorical question", so as to seal the throat with one sword.

First, sales are not afraid of rejection, and they are afraid of not knowing the reasons for rejection.

1. All rejections are justified.

Listening is the best way to overcome rejection.

In the face of customer rejection, you should adjust your mentality.

4. Make up your mistakes sincerely.

Second, respond to the customer's refusal with understanding and rhetorical questions.

1. When the customer refuses, express understanding first.

2. Pull the topic back with a question mark

3. Rhetorical questions can lead to the sword sealing the throat.

4. Respond to rejection with understanding and rhetorical questions.

Third, the outline of the question will help you seal your throat.

1. Rotating sales model

2. Matters needing attention in spin sales

3. 92 typical problems in spin sales

4. Advertising media sell "Sword Seal Throat Card"

5. Insurance sales "one sword and throat card" and insurance recruitment "one sword and throat card"

6. Classic demonstration of rotating mode of equipment sales

Think about a problem

Seventh, open the window of communication and negotiate to control the transaction.

According to the four-dimensional transaction method, the negotiation process is actually a process of continuous communication and value creation. While seeking the scheme to maximize their own interests, both sides also meet the needs to maximize each other's interests. A good negotiator should not only stick to his own position and pursue uncompromising, but should fully communicate with the other side, start from the best interests of both sides, create various solutions, and exchange relatively small concessions for the best interests.

The reason why the negotiating partner is called "opponent" rather than "adversary" is obvious. As Napoleon said, "If we can turn our enemies into friends, it means that we have won."

First of all, about Harry's window, open the atrium and light up the heart wall.

1. Communication requires "self-disclosure" and "seeking feedback"

Only through communication can the interests of both sides be maximized.

3. How to communicate with customers first?

Communicating with customers is not as difficult as expected.

5. The quality of communication directly affects the sales activities.

Second, the control strategy in the negotiation

1. Call the negotiating partner "opponent" instead of "opponent"

2. Create a suitable negotiation atmosphere to ensure the smooth progress of the transaction.

3. Know yourself and yourself, and you will be invincible.

4. Don't exchange low prices for orders.

Three. Matters needing attention in negotiation