According to different customers, such as time, place and occasion. Pay attention to your image design and way of speaking. To put it simply, you should dress appropriately to promote your products. Don't wear fancy clothes and deliberately exaggerate the functions of your products.
1. Close to customers
It is not a natural instinct for salespeople to keep a happy mood at work. Only by continuous training in the process of sales promotion can they be generous and happy at any time and anywhere. When entering the customer's door for sales, as a newcomer, you need to overcome the stage fright mentality, believe that your work is noble, believe that your actions and products can help each other and face customers easily. Learning from the experience of excellent salespeople and getting the guidance and support from experienced salespeople and supervisors is also the best shortcut for novice salespeople to improve themselves.
This is the story of two new insurance brokers.
A branch of an insurance company in Shenzhen has recruited a group of salesmen, whose main job is to contact customers to promote insurance. One of them is Mr. A, an ambitious young man, who thinks that the insurance industry is a promising job and hopes it can last for a long time, while Mr. B can't find a job and has a tentative attitude. They are introverted and thin-skinned So, after several days of theoretical training, the female business director led A and B to contact the office business. When she came to the closed door of an office, the hostess asked Mr. A to knock at the door. Mr. a went to the door and raised his hand to hesitate to knock. When the female director saw this, she tapped the door three times with her right hand before leaving, then unscrewed the door handle and opened the door halfway. She walked up behind Mr. A and kicked Mr. A's ass. Mr. A almost rushed in and blushed.
The above situation shows that there is something wrong with female directors's communication with the newcomers. As a result, Mr. A couldn't stand this face and quit. However, Mr. B was somewhat impressed by female directors's "one foot" and felt that female directors was courageous, so he tried to imitate her sales methods and constantly summed up his own methods. Four months later, his work performance was good and his income was considerable. He became the right-hand man of the female director, and Mr. B actually began to love the insurance industry.
Regardless of the merits and demerits of this female directors, we can see different results from Mr. A and Mr. B. We didn't do what we wanted to do well, but gangsters fell in love with this profession. Promotion requires constant training. Temporary setbacks and face are nothing important, and it is difficult to live by ideals. Only through continuous efforts, self-reflection and pragmatic work can we learn lessons and experience from it, so as to change our own shortcomings and better meet new challenges.
Familiar with customers
After entering the customer's office through direct or indirect introduction, remember the customer's last name as soon as possible and address it warmly and politely. Example:
"I am a direct seller of a cosmetics company. Now I'd like to introduce some cosmetics series to you. Please have a look. " Introduce yourself directly as a salesman.
Introduce legislation in a roundabout way;
The salesman knocked at the door and the shopkeeper opened it. It's a lady.
"Hello, sister, I am a researcher in the cosmetics market. Here is a list, I hope you can look at it and make some suggestions. " Pass the form to the shopkeeper. "Excuse me, may I come in and sit down?"
The salesman is full of sincerity, and the homeowner may be surprised, but it is often difficult to refuse and politely say, "Oh! All right. " Or "yes"
After sitting down, when the owner looks at his watch, he should seize the opportunity to take out cosmetic publicity patterns or objects for publicity, introduce them naturally and start publicity work.
"Thank you, sister. My name is Li. What's your name? "
"Last name is Wu." Still answer politely.
"Sister Wu, I have some cosmetics and pictures here, and the effect is good. Let me show you. "
3. Customer classification
There are many types of customers, so as a salesperson, you should have a casual, calm and calm working attitude. It should be remembered that customers of all sizes are guests.
Social type: seemingly wanting to buy, endlessly boasting and expressing, but rationally preventing and rejecting your sales promotion. Be patient and modest with such a person, think with him synchronously and understand the true meaning of customers.
Non-social type: unwilling to show his purpose, seemingly indifferent, enthusiastic in sales promotion, carefully observing customers' expressions and behaviors.
Cautious: I like to compare products, sell such customers, pay attention to every question raised by customers, answer carefully, listen carefully, and try my best to lead customers' ideas to their destinations.
Direct type: customers who refuse directly. Don't be impatient, make a good impression, visit more often, and I believe that your attitude will change after you get familiar with it.
Decisiveness: People who ignore other people's opinions are self-righteous. Listen carefully, think carefully about the answers, and negotiate according to your actual ability.
Indecisive: I didn't mean to refuse people and products, but I was not decisive about the purchase of products. I will take care of such customers with a comparative attitude. This product is good and affordable. So-and-so stores are all booked, so you can take two boxes. "
In actual sales promotion, different types of customers may change their attitudes and familiarity with you, and even customers themselves have multiple personalities. Therefore, when promoting sales, don't read all the books, just follow them. Think more, and consider and solve problems from different levels and angles at different times, different places and different people.
Second, buying psychology, conditions and desires
When a salesman starts to work, he should consider the change of customer's mentality towards the salesman. As the basic condition of successful transaction, what methods should be used to induce customers' desire to buy? These are the basics that salespeople must understand.
(1) purchasing psychology
1, alert, alert psychology: the state of being ready to refuse people thousands of miles away. Having been cheated, I will ask some questions such as "Is your product fake?" "Where is your company?" "I don't know if the quality is good?" "Is the price given to me higher than others?" Wait a minute.
2. Refusal psychology: When a salesman comes to a customer for the first time, he is often rebuffed by the customer, and his attitude is distrust of the salesman because the customer doesn't understand the product at all.
3. Dislike: Although some customers are curious about products, they prefer to go to wholesalers to get their own goods, because they don't like direct door-to-door sales.
The above three types require salesmen to visit constantly and impress customers sincerely. Customers can't be trusted just because the sales skills are not sincere. Even if it is the first time to buy, customers may not try their best to introduce the products. Customer's trust is the source of marketing vitality.
4, intentional purchase psychology: have a certain understanding of the product, use skills, generally easy to sell transactions.
5, possession psychology: not necessarily familiar with the product, the holder and I have a mentality, it is easier to accept the salesman's products.
In addition, marketing theory also has seven stages of purchasing psychology:
< 1 > attention; < 2 > interest; < 3 > Lenovo; < 4 > desire; < 5 > comparison; < 6 > indeed; < 7 > decision-making.
In the above discussion, it is not independent, but related or produced at the same time. The promotion process is ever-changing. Don't be trapped by book theory. Only by observing, exerting and grasping opportunities on the spot can we flexibly facilitate the transaction.
Purchase conditions
1. Does the other party have money?
The financial resources of customers are the guarantee of the return on funds for promoting products. A customer without financial strength, if not handled well, will become a bad debt that is difficult to recover.
2. Does the other party have the right to purchase?
It can avoid many unnecessary twists and turns, save time and effort, and make the transaction easier. Improving work efficiency and learning to distinguish who is the business spokesperson is an important part of the salesman's comprehensive ability.
3. Does the other party need to buy?
Knowing the customer's purchase demand and prescribing the right medicine can easily facilitate the transaction. For example, what customers need is the function and price of the product or its after-sales service.
Induce desire
Before selling, you should have confidence in the purchasing power of customers. Rejection does not mean permanent rejection. The factor of rejection may be prejudice against people, or the quality of products and services can't keep up. To successfully sell products, we must find ways to arouse customers' desire to buy, such as creating an atmosphere for customers to talk smoothly along their own ideas and complete the transaction through negotiation skills.
When introducing to customers, try to use easy-to-understand instructions and praise and flatter customers when appropriate. Euphemistic praise can make customers happy, soften the other party's tough refusal and eliminate their wariness. In the price year, let customers believe the most realistic price. In the process of promotion, some things can be used as props, such as product introduction or physical objects, cigarettes and so on. When the negotiation is deadlocked, use props to adjust, distract the topic or line of sight, spend more time thinking, and infect customers with confident body language and tone when speaking, so that customers can feel enthusiasm and confidence in the product. Sometimes customers' desire to buy can be stimulated by comparing psychology. For example:
"This price is already the lowest." Keep your eyes on the customer's expression. "Boss Zhang, Hongfa Store near you has just ordered two cases of goods, and this is the second time to get the goods. It didn't take long for Hongfa Store to sell out. "
If conditions permit, it will be more touching to show customers orders or invoices from other customers.
"No way?" Boss Zhang is dubious.
"Boss Zhang, what good is it for me to lie to you?" The salesman smiled at boss Zhang. "Look, this is the delivery note sent by Macro. Other orders come from other stores. Your pavement is bigger than Hongfa's. If you get the goods earlier, it should be much better than Hongfa's business. "
Boss Zhang was tempted and hesitated.
"Well, you have just started a trial sale of this product. Try a box first. When selling well, take a few more boxes. "
Prepare the bill.
"Well, let's sell it in a box," and it succeeded.
After advising you not to buy the method of losing money and earning less, you definitely want to buy the negotiation method, which can induce customers to make purchase demands, make decisions for customers, and decisively make customers make up their minds to buy products.
Three. Exclusion and anti-exclusion
Promotion begins with rejection. When promoting sales, salespeople should clearly know that rejection is as common as air resistance. Just like brushing your teeth and washing your face every day in our life.
1. How to judge rejection?
Rejection is a precursor to buying. There are various reasons for customers to refuse. Rational refusal, such as unfamiliarity with products, distrust of salesmen, etc. ; Emotional refusal, customers are not in the mood to negotiate for various reasons, so refusal is purely an excuse for refusal, and there is no intention of asking for goods. Find out various reasons to shirk or deliberately make things difficult for the salesman in order to achieve the purpose of refusal; Refuse with good reasons. For such customers, acknowledge and give them a sense of superiority. Customers are God's principle. Talk more and praise more, avoid confrontation, push hard, and let customers know more about the goods and your work through rational explanation, so as to achieve trust, mutual communication and complete the promotion purpose. Before correctly judging whether the customer refuses, the salesman should speculate on the true connotation of the customer. In the process of sales promotion, different customers should have their own speaking skills and demonstrate their products. The following two short stories and sales promotion are very enlightening.
A young priest was sent to a village church to preach. Before the first party, the young priest prepared a sermon for an hour. To the priest's surprise, only one old farmer came to the party. So the young priest said to the old farmer, "I really don't know what to do." I prepared a long speech for this party, but you are the only one. Should I tell you? "
Like a squire and philosopher, the old farmer respectfully replied, "Dad! You know, I'm just a rough farmer, but I don't know anything about walkie-talkies; Cattle and forage are the only things I am good at; If I have a car full of fodder to feed the cows, whether there are a hundred cows or only one cow, I will feed them. "
The farmer's meaning sounds like he wants to hear a sermon. So the young priest began to tell the magnificent one-hour speech. After that, the priest proudly asked the old farmer, "What do you think of what I said?"
The farmer calmly replied, "Dad! You know, I'm just a rough farmer, but I don't know anything about walkie-talkies Cattle and forage are the only things I am good at. If I had a cart full of feed for cows and only one cow would eat it, I wouldn't pour all the feed for this beast. "
The first story is told, and the second story is demonstrated.
During the Cultural Revolution, a violinist went to the countryside to perform. Before the performance, many people gathered around to watch the excitement and prepare to listen to the violinist. The violinist began to play the world famous music, pulling and pulling. The violinist found that the onlookers gradually left, leaving only an old lady. The violinist was a little moved and played harder and more seriously. After that, the violinist asked the old lady, "Grandma, do you feel good after listening for so long?"
The old lady replied, "Ah? I don't know, but I'm waiting for you to come back after pulling my stool. " The violinist got a fright.
It is very important to know the customers whether the promotion can be successful or not. For those who are knowledgeable, talk more about some technical terms to show their understanding of the products. For people who are not experts, use some popular explanations to learn more and talk more about the prices and services they care about. The more customers know, the less chance they have to refuse.
2. How to avoid rejection
In the process of sales promotion, don't say suggestive and seductive words, such as "What do you think?" "This product is good, think about it and then reply" and so on. In order to quickly find out the real reason for customer rejection and induce customers to change from "unnecessary" to "unaffordable".
A brand of distilled water in Guangzhou is sold in Dongguan, and the salesman goes to the store to sell it to the individual boss.
"Boss, do you want this distilled water?" The salesman handed the distilled water sample to the shopkeeper.
"Don't." The boss said, don't take distilled water.
"Look, the water is clear and free of impurities." The salesman showed the distilled water bottles to the boss in turn. "It's only 9 yuan a box and 6 cents a bottle, which is very economical."
"I still have goods here, and I have no money to buy them."
The salesman successfully took the first step by taking the customer from "no" to "no money to buy".
In the process of sales promotion, salesmen should constantly make underground decisions. Attack with a clear proposal. What customers absolutely want to buy, they must buy, and they must buy at once. Have persistent requirements for themselves to promote and sell to customers. Of course, we should pay attention to the form and method in sales promotion, so as not to make people feel disgusted. As salespeople, we should always explore customers' hidden needs and buying motives. Although customers will buy because of the influence of others, it is difficult to guarantee whether they will buy again. Therefore, how to stimulate the real desire to buy is very important. Only by truly benefiting customers, such as high quality and low price, timely delivery, good service attitude and sincere employees, will customers support products.
"Boss, you are so funny." The salesman said to the boss with a smile. "Ten cases of payment as long as 90 yuan. Business is difficult now, and no one wants to have too much inventory. Your shop is booming, too. The price of distilled water is very competitive with other brands. It can be sold in ten boxes and eight boxes, and the profit will be more. "
The promotion process can't always be "synchronized with the interests of customers", but we should make efforts to make up our minds for customers. Assuming that the customer's order quantity and sales volume, the amount of payment to be paid and the customer's affordability are estimated, it will trigger the customer to accept your conditions and start placing orders.
The boss began to think about it. "How many are there in a box?"
"A box of fifteen, 6 cents each, just 9 yuan."
"Can it be cheaper?" The shopkeeper bought it with great interest.
"This is the ex-factory price, which is already the lowest. Now the market is not so good, who dares to quote indiscriminately? " The salesman is sincere and ready to fill in the order. "How many cases do you want now? Ten cases is enough. "
"Don't drink so much. Few people drink new brands. Try two or three boxes first, and then take more when you sell them. "
"Well, just five cases. It's not a lot of money anyway. Now that the weather is hot, it should sell well. "
"Five cases, then." Finally.
"Thank you, boss." After the salesman signed the order for the boss, "distilled water will be sent to you in a day or two." Business is booming! "
After the promotion completes the transaction, prevent customers from canceling the order. You should leave as soon as possible, and imply that the goods will arrive immediately. There will be no problem with the quality. Thank you. As the saying goes, it is not surprising to be polite.
After customers refused many times, after estimating their sales and value, they thought it was unnecessary to pester them, so they should forget about it and look for new customers.
When selling different products, the marketing forms are also very different. When selling general consumer goods and daily necessities, you may make a transaction with skill without giving customers business cards, promotional pictures and quotations. Industrial supply is relatively more difficult. In the process of rejection and anti-rejection, in addition to simple price and product quality, there are corresponding after-sales services such as technical consultation to continue to sell products. Therefore, when marketing products, salespeople should understand the theory in books, but they should not stick to the form. In practice, they should constantly sum up different marketing methods and effects, be familiar with products, and promote them to customers with appropriate sales methods according to product classification, which will achieve twice the result with half the effort.