The particularity of salesman's profession requires them to have keen observation. What is technical sales in the sales process? Read with me what technology selling is, and I believe it can inspire you.
First, the difference between unconscious sales and technical sales.
Terminal competition becomes fierce. Every industry, every brand and every shopping guide expect to achieve sales in the shortest time in the terminal, and they are all pursuing 1 minute transaction method, 3-minute transaction method, 5-minute quick transaction method and so on. However, it often backfired, and the sales time was drawn to 30 minutes and 60 minutes, and there was still no transaction. The process of sales is a mixture of demand and benefit, purchase and sales, left brain and right brain, rationality and sensibility, and it is full of skills and methods such as thinking, screening, demonstrating, telling and interacting. Quickly identify and judge the information released by customers, then grasp it and quickly form a coping strategy. Many of these strategies are fixed technologies.
What is unconscious selling? What is technical sales? It is easy to understand by giving a few examples.
Example 1:
Most mobile phone shopping guides will ask at the beginning: "Who is your mobile phone for?"
The author replied, "It's for my girlfriend!"
Introduction: "This is good. Please have a look. If you like, I will get you a real machine. "
Example 2:
Introduction: "Who did you buy the mobile phone for?"
The author replied, "It's for my girlfriend!"
The shopping guide took a look at the author and said, "Handsome boy, you are so handsome, your girlfriend must be very beautiful. Beautiful girls must use beautiful mobile phones. Please look at our most beautiful mobile phone. "
The difference between case 1 and case 2 is that the shopping guide of case 1 gets the customer's answer and goes straight to the topic, introducing the product immediately! Any customer is the most vigilant in the first few minutes of contact with the shopping guide. Customers have just arrived at the store, unfamiliar environment, strangers, and nothing is familiar to them. Strangeness will cause nervousness and vigilance, affect his judgment of information (things), and then form a strong sense of self-prevention. Promoting products without losing the vigilance of customers can only get twice the result with half the effort! This is obviously an unconscious sale without training. After receiving the customer's answer, the shopping guide in case 2 didn't go straight to the point, but relieved the customer's vigilance through praise, paving the way for the mobile phone to be recommended. This is an effective response after thinking.
Example 3:
When doing market research on Taisheng South Road in Chengdu, I found that all mobile phone shopping guides would ask customers for SIM cards: "Sir, let me use your mobile phone card and try the machine." "Sir, this uses 2.5G to surf the Internet, try your mobile phone card, the network speed is very fast!" Later, during my visit, I asked the shopping guide what the purpose of the customer's SIM card was. The shopping guide's answer is very consistent: in order to retain customers. If you want a mobile phone card, customers will not leave easily. Even if you have to leave, he will come back if I don't take out the card and return it to him.
Example 4:
During the investigation in Changsha, no shopping guide was found to ask customers for SIM cards in the whole city. Occasionally, a shop guide asked the author for a SIM card, which was quite exciting. Then I asked her why she asked the author for a card. Never thought, the shopping guide said, "Mr. Jing Yue, you are always asking about the internet speed of this mobile phone, but my card doesn't have a monthly subscription. I want to try yours." I see, this shopping guide is to save money for myself.
In case 3, the shopping guide deliberately wants a SIM card, which is a skill in order to retain customers. The shopping guide in case 4 is only to save money, and it is to apply the habit of saving money in daily life to work.
There are many such examples, so I won't say much.
From the above four cases, we can clearly see the difference in sales.
In case 2 and case 3, the shopping guide used the corresponding sales skills in the sales process, and this skill was well thought out and collectively referred to as technical sales. Case 1, 4 The shopping guide is talking unconsciously during the sales process, which is collectively called unconscious sales.
Here, the author gives an example of a mobile phone, which is available in every industry. For example, building materials: as soon as the female customer reached out and touched the building materials, the shopping guide immediately said, "Your hands are well maintained!" This is technical sales, and unconscious sales means introducing products as soon as customers see what products they are exposed to. The author found that the common standard to judge whether the shopping guide is excellent or not in any industry is unconscious sales or technical sales!
Second, the contents and methods of training from unconscious sales to skilled sales
When doing market research, the author had a discussion with a mobile phone dealer in Changsha, and the dealer gave a feedback: the sales volume of 958 Dixintong Store has been very good, and the monthly sales volume is not less than 150 units. The shopping guide went home to have a baby, and after changing the shopping guide, the sales volume immediately became 50 units. The location is still the same, the activities are still the same, the products are still the same, and the popularity of the counter is still so strong. What is the reason?
The same confusion also appeared in Jinyang Longxiang Store, a distributor in Sichuan. After changing the shopping guide, the sales volume dropped by half. Is the ability of shopping guide so restrictive on sales?
In the feedback from the above two dealers, the root of the problem is the shopping guide, and the importance of shopping guide need not be repeated. These two dealers are the benchmark dealers of the brand and attach great importance to the training of shopping guides. The same training coverage, the same intensity, the same training content, why are the effects different? It's all the mentality of the shopping guide? Not necessarily! As a sales trainer, I think more about training content and training methods.
Traditional enterprise internal training relies on the personal experience and ability of trainers, but which trainer or master has been working hard at the counter? Which trainer can stand up and say that the turnover rate of our counter sales can reach the first in the industry? Therefore, sales training cannot rely on individual trainers, and most of the trainers' course contents are undertaken by the supervisor.
The source of training content is not the so-called master or expert, but the excellent sales staff in the industry! Excavate and extract the best skills and methods from the excellent shopping guides in the industry, and then carry out replication training.
For example:
An important part of sales is to understand the needs of customers. When I visited the terminal, I summarized what 10 needed to know according to my excellent shopping guide experience. One of them is who uses mobile phones. Generally, there are two situations: one is for your own use, and the other is for giving away. If it is for your own use, then understand other needs. If it's for someone, then you know who it's for. Most of the cases in the terminal are to send parents, children and friends.
The author has tracked many excellent shopping guides and made the following summary according to their many trading cases:
See your parents off: You are so filial. How happy your parents are to have such a son/daughter! I bought this mobile phone for my father (mother). Do you want to see it?
Send the child: Is your son (daughter) at school? Going to high school (junior high school): Wow, I can't tell, you look so young, and your children are in high school (junior high school)! You care about him so much, you must do well in your studies! This mobile phone is specially designed for students. Please have a look!
Send your girlfriend: Your girlfriend is so happy! You are so handsome, it is estimated that your girlfriend must be very beautiful, and beautiful girls must use beautiful mobile phones. What do you think of this?
This group of words is the word with the highest transaction rate and the most frequently used by shopping guides. As long as the customer says it's a gift, this speech template blurts out immediately. Many shopping guides will also ask customers who the mobile phone is for. After the customer answers the object, the shopping guide does not respond to the following. Now that this set of voice templates has been proved to be the most effective, it is necessary to start copying training. Mandatory recitation of this set of words, mandatory practice, to blurt out the standard before leaving the classroom. The standard skills and vocabulary are forcibly engraved in the shopping guide's thinking and become fixed skills and vocabulary.
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