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Read the first part of "sales brainwashing"
I plan to focus on selling books recently, because my job is actually selling. However, although the profession of sales claims to be sales, in fact, the job content is very different. Just like the last book, Sales is Playing Emotional Intelligence, corporate sales is sales. My former bank wealth management manager waited for customers to come to the door to do retail, and also did sales. I used to call, and life insurance was also telemarketing. Some people visit strangers everywhere, which also broadens the channels of sales. Drinking 12 on the wine table every day is also a sale. Worst of all, the kind of people who give you leaflets when walking in the street are also salespeople. Sales is a profession with no threshold, which is closely related to any industry.

When recruiting sales, the company recruits people, so it is easy for young people to experience a sales career when they step into the society. Therefore, the denominator of sales is very large. Although many leaders are people from sales, they are all left behind by big waves. Let me give you an example. When I was doing telemarketing in China Merchants Bank's insurance wealth management service center, the company had to recruit 50 people at a time and 2 batches a month. Everyone can pass the early training. Once the first day is officially launched, most people can't make a sound when they pick up the phone. Half of them can leave voluntarily on the same day, leaving five people after one month and me alone after three months. For a newcomer, the pressure in my heart is unimaginable.

Due to the low sales threshold, the level is uneven. Most salespeople have not received good sales training. The style of the enterprise is the training method. First, recruit 100, give a very low salary, and then eliminate 1 elite for our use. China's low-level personnel are very worthless, so it doesn't try to improve the value of existing personnel like a sparsely populated country. As long as enough people are recruited, there will be enough elites to stay. So the training fee becomes the recruitment fee. As far as my work experience is concerned, most enterprises have lecturers who train their employees, and they are unable to make ends meet. In fact, sometimes, after a salesperson has accumulated some experience, a good guide can make people suddenly enlightened.

? At present, the order of preparing books is "selling Meng is playing emotional intelligence", "selling Meng and brainwashing" and "believing in the five rings" They are about customer management, retail skills and strange visits. I have finished reading the first book, and now I am reading Brainwashing in Sales. The so-called stones from other mountains can attack jade. These books can really inspire and guide people. If "Selling is Playing Emotional Intelligence" is about soft skills in sales, then the book "Brainwashing in Sales" is about hard skills, teaching you how to do sales by hand. Hard skills must be solved first, then soft skills. The subtitle of this book is "Eight Golden Rules for Turning Shoppers into Buyers", so it is actually a book about retail. I have only finished half of this book, that is, "prepare for action, sell, explore and show". In fact, the idea in the first half of the book is to win trust.

In my opinion, a good sales is a four-in-one relationship: painter, consultant, architect and entertainment star.

Let's talk about architects first. The structure of a good sales process is fixed. The author divides the sales process into eight steps: preparation, sales opening, exploration, display, trial transaction, objection, transaction, confirmation and invitation. These eight steps are actually consistent with the sales process I learned at China Merchants Bank, which can be described as a textbook-style sales process. Even in the sales process, it is best not to make exceptions. When I am doing telemarketing, if customers foolishly say that they want to buy it in the stage of "testing and showing", they will generally go back on their words in the stage of "confirmation and invitation". Because customers actually don't know what this insurance is for, once they read the terms stipulated by the CIRC, they will react. At this time, it is too late to want good marketing.

The so-called consultant, the trick shown in the book is very simple. It means "let's talk", but when customers speak for themselves, negative emotions will follow. A counselor can make money just by letting you "chat" on the sofa.

The so-called entertainment star means that you should have a sense of time when you sell it. Just like I watched an interview with the host Lin Hai on TV before. A good host, no matter how ill, had insomnia for several days before. As long as he takes the stage, he can get HIGH and keep fresh and excited forever.

The so-called painter is actually the organizational ability of language. The same joke, different words, different feelings. For example, the same FAB, you can say: "That is to say, when you put on these shoes, you will smile, because one of the materials of these shoes is soft calf leather. When you put them on, they will change with the foot shape, giving you a customized feeling. Walking in custom shoes is a pleasure, don't you think? " You can also say, "These are oxhide shoes, because they are soft, so you are comfortable to wear." The previous paragraph seems difficult, but it can be done based on product knowledge and sales experience. Keep practicing.

The first step in sales is "preparation". The so-called "planning before moving" is the premise of doing anything.

Smart people work hard. As for selling insurance on the phone before. Half of them left their jobs on the first day. In my opinion, they are not prepared enough. In the previous training, a lot of speech practice was needed, but many people could not stick to this frustrating practice. However, if this frustration cannot be overcome before, it will erupt on the first day of practical work. You can't escape being an ostrich. Speech is not just reciting, but also practicing to the point where you can talk and think. After all, you have to communicate with people on the phone. The order was placed on the first day of telemarketing. When Taikang sold insurance, others were still saying it on behalf of the master, and I said it myself. This is the reason for practicing well.

When I was in Taikang, Zhang Ming, the first bank insurance channel, made a nationwide live sharing, talking about how to sell a single pension community (a single 2 million). What she said about sharing is actually a set of standard vocabulary for refining selling points. Some people say that she is a little fake, and topsales won't teach you. Although kung fu transcends poetry, Zhang Ming's bancassurance channel is also the smoothest. However, I think when I say that she is a fake salesman, she can't tell all the selling points professionally. Maybe they have memorized the selling points of the list of old-age communities before, but because there are few customers in need, they forget it without saying anything. In fact, the salesman looks at the selling point like a lawyer's opinion piece. I watch it every day and do exercises every day. If you don't study for a day, you will have thorns in your mouth. That's the truth.

So a qualified retail investor should preview every morning: 1. Remember the price. 2. Know your competitors. 3. Familiar with product knowledge. 4. Go shopping. The author has written a lot about the functions of these four steps, and each step has written 15 articles. In my opinion, there are only two reasons. The first is professionalism, which brings trust. The second is self-confidence, self-confidence brings state. Nothing is more important than getting ready in advance.

Finally, in the preparation stage, talk about the knowledge (mentality or tips) that the author needs to know in advance. Because this book is about the hard skills of holding hands, I think it is appropriate to write these tips.

1. sold to the first customer. In fact, it is sold to every customer. Opportunity knocks but once. As far as this book is concerned, there is still a big difference between retailers and salesmen. This book is different from "Selling is Playing Emotional Intelligence". It tells you to do your best for every customer. Although everyone is a salesman, retail and salesman are different.

2. Don't bring feelings into it. Work is work, and life is life. Similarly, for leaders, you always make retailers unhappy, and retailers will not make customers happy.

3. Don't get together in the shop. Customers are embarrassed to talk to crowded retailers, and they will not be embarrassed to disturb retailers who have been chattering. Such consequences will make him feel indifferent.

4. Pay attention to and greet every guest. Pay attention first, and say hello when you have a chance. Always pay attention to the guests.

5. Don't judge a book by its cover. Every customer is important.

6. Respect private space. Don't get too close to customers, and don't appear too enthusiastic. You'll scare the clients.

7. Address different guests correctly. But when I was young, it was always right to call me Ms. Big Sister.

8. Don't abuse sympathy for customers. In fact, when a customer tells a story with no money, leave him alone and sell it.

9. Listen to customers' thoughts, not words. What customers express is often not what they want to express. People are like this, so good communication skills are very important.

10. Don't use technical terms. The same is true for speeches. Be grounded. For example, you can replace 36GB with 8000 songs. Professional language is often not vivid. But it also depends, except for female sales and young male sales, or when facing professional customers. In the face of professional customers, you can say, "Great, I finally found someone who knows what to do and can communicate with me."

1 1. Let customers feel that everything is under control. The customer is always right. In other words, making money is always right.

Never interrupt your customers. I disagree, because the author may not have met an old aunt who came here just to chat with you.

13. If customers talk endlessly, it means buying. Not your chatter.

14. Communication is bidirectional. Every book says so.

15. Make customers like you and trust you. The same is to let each other talk more and understand each other's feelings.

16. It looks very professional. be decently dressed

17. Control the situation. Understand the sales process, customers, products, goods and location.

18. Be good at finding buy signals. Promote the grasp of the point.

19. Sell everything enthusiastically. Although you don't like it. But as long as you like making money.

20. Dance to the music. Improvise.

In fact, this is in the traditional sense, in order to make money sales.

This article is written here first. I want to finish the first half, but there is still too much to write.