The basic knowledge to be learned in sales is undoubtedly necessary for sales staff, because no matter which industry we are in, we must know something about our own industry. The following is a compilation of the basic knowledge to be learned in sales.

Basic knowledge to learn in sales 1 First, master product knowledge.

Only by knowing the product can we accurately introduce the product to customers. We should not only read the product manual, but also experience our own products when necessary. At the same time, when introducing product knowledge, we should explain some professional terms in vernacular, which will make us more professional.

As an external lecturer of Intel Channel Business School, I started to cooperate with Intel (China) headquarters to teach for its national distributors. I remember once, I gave a joint lecture with another lecturer in the business school. In the first half of the class, he is responsible for talking about the working principle of chips, and in the second half of the class, I am responsible for talking about how to promote chip products with this function.

In the second half of the year, the concept of dual-core has come out. During the break, I asked each other's technical manager what dual-core is for. The technical manager replied, "Mr. Shang Feng, in a nutshell, dual-core is based on a single semiconductor and has two identical processor cores."

I'm not an electronics major. I didn't understand his explanation at all. At this time, a sales manager of Intel came up and said, "Your statement is beyond the understanding of consumers. Let me explain to Mr. Shang Feng that the biggest difference between dual-core and single-core is that dual-core is like a car with two engines, while single-core has only one.

As we all know, two engines are more powerful and run faster than one engine. In this way, even if you play 3D online games while playing movies on BT, the picture is not stuck at all, and it is very smooth. This is the function of dual core. "

This is the biggest difference between "expert" sales and ordinary sales. At the same time, in addition to the product itself, the sales staff must be very familiar with the installation and use of the product. When customers are unfamiliar with products, they often imagine things very complicated, which often makes customers give up their plans to buy products.

One weekend, I went to the appliance store with my family and wanted to buy a 42-inch LCD flat-panel color TV for the living room and a 19~22-inch LCD flat-panel color TV for the restaurant. In the store, various brands of home appliances are dazzling, neatly placed, and the advertising words are eye-catching.

My family and I took a fancy to a brand of 42-inch LCD flat-panel TV, so we asked the sales staff to introduce the performance of the product. The salesperson mechanically said that our products are the most advanced in the industry, and so on. It is estimated that when you say this, you don't have a trace of emotion, just like a repeater. I asked if I could demonstrate the effect of "picture in picture", but the sales staff didn't understand it for a long time.

Then, before we arrived at another brand of LCD flat-panel TV, we introduced our products to each other on a 37-inch TV. The salesperson also said a few cliches. When I asked for more detailed technical parameters, such as screen resolution and sensitivity, the sales staff didn't know either.

Helpless, I had to go to another booth with my family. The salesperson at the booth talked to me about a plasma TV. When I explained that I wanted to buy an LCD flat-panel TV, the salesperson said that LCD flat-panel TV was similar to plasma.

It's endless. We're leaving again.

Finally, I came to an LCD flat-panel TV booth. My family and I took a fancy to two 42-inch LCD flat-panel TVs, one is 42HC series and the other is 42SW series. The price is the same, but the function is different. So I asked the salesperson to introduce the performance of the two products. The salesman is over 40 years old and very polite. After we sit down, we will first introduce the respective advantages of the two products, and then introduce the similarities and differences between the two products.

The resolution of HC series screen reaches 33 million pixels, while that of SW series screen can only reach 6.6 million pixels, which is 5 times worse. The display effect of HC model is obviously higher than that of SW model. Both models have PC interface and picture-in-picture, which can display more than a dozen small screens on one big screen and watch them at the same time. After listening to the salesperson's introduction, we finally chose one of them and made a deal.

Second, understand the relevant knowledge of your own enterprise.

Salespeople are actually ambassadors of the company's external image. No matter how majestic the company slogan is, as long as the sales staff are depressed, the company image may not be established, and it is naturally difficult for customers to accept its products.

A few months ago, for Toshiba computer sales training program, I went to Beijing Hailong store to inspect the terminal retail of IT products. When I passed Huaqi information flagship store, I suddenly had the idea of investigating the sales level of its sales staff. I was deeply impressed by the words of a salesperson.

He said: "Our brand is called Patriot. Why do we take this name is to carry forward the ambition of our Chinese nation, so we make every product with great care, and the quality of the product is not inferior to that of any multinational company. " His words made me respect the "patriot" and believe in his quality assurance, because I am also a patriot.

Three, familiar with the knowledge of the industry

In the open market, every enterprise has competitors, and customers must shop around to buy products. As a salesperson, you should have rich industry knowledge, answer customers' questions and eliminate customers' doubts.

Many years ago, I worked as a marketing director in a company. On one occasion, my subordinate regional manager * * * and I received a provincial-level big customer from Northeast China, who wanted to exclusively distribute our products in Northeast China. The other party came prepared, and as soon as he sat down, he put on an aggressive posture: "Why does your product cost 20,000 yuan, while domestic similar products cost 8,000 yuan?" Why do you say your products save water? What is better than a machine that washes cars with water? Such an expensive product, and it is a new working principle, how to sell it? "

For his question, I have summed up the professional answer in my training for the sales team. My regional manager calmly replied, "The product price is high. First, it is very water-saving. It is the most water-saving car washer on the market. Washing a car only needs a glass of water;

Secondly, its main parts are all imported from Germany and Japan. Precision parts can make the service life of the equipment as long as 7 years, which is about twice as long as similar equipment in China. In addition, the state also has corresponding policies and financial support for laid-off workers to engage in environmental protection industry. We can invite banks to do loan projects so that laid-off workers can buy our products in stages. Boss Zhang, do you have any questions? "

In the regional manager's answer, it not only includes the analysis of competitors and the control of national policies, but also puts forward the idea of product sales. After signing the contract formally, the customer purchased 100 machines at one time.

Fourth, understand the sales knowledge.

Sales is a skill and an art. Without sales training, it is difficult for ordinary people to grow into sales champions. Sales training not only teaches us how to contact customers, how to show and explain products to customers, how to handle customer objections and how to facilitate the signing of bills, but also allows us to learn to analyze the purchasing psychology and characteristics of customers with different personalities and prescribe the right medicine.

In addition to the above four points, excellent salespeople also need to master professional knowledge, such as legal knowledge and financial knowledge. We should also study the behavior patterns, habits and personality differences of people reflected by different ages within the scope of sociology.

In a word, we should strive to be a knowledgeable salesperson. An excellent salesperson is proficient in everything from "Qinqi painting and calligraphy sword to poetry, tea and hops". Because the wealth of knowledge is not only the embodiment of "sales experts", but also the display of personal charm of sales staff.

An employee of my company once talked to me that she became a sales champion because she "used the power of knowledge". Later, I learned that the systematic and comprehensive knowledge she showed in front of her customers touched them very much. Share her "five pairs" principle with you here.

1. For customers who have no needs, don't talk about functional details when communicating, but help them build trust in the sales individuals.

2. For customers who pay attention to product details, take the initiative to talk about product design concepts, so that customers feel very high.

3. For customers who are concerned about the concept, take the initiative to talk about product operation, so that customers can feel the implementation value of the concept at the detail level.

4. For customers who pay attention to technology, take the initiative to talk about services, so that customers can realize that the cooperation between the two parties is not a simple technical decision-making model, and the later maintenance and spare parts supply are also very important.

5. For customers who care about service, take the initiative to talk about technology, so that customers realize that it is useless to talk about service implementation without good technical foundation guarantee.

When I was doing marketing consulting in an industrial company in Shenzhen, the boss of this company left me a good impression of "tasteful and connotative". Why? The reason is that he warmly introduced me to the historical reasons, cooking methods and cooking methods of each local dish at the banquet to welcome me.

His introduction was fascinating, which made me, a person who doesn't understand food, listen attentively. I think this boss is really good at living. He is not only a successful entrepreneur, but also a real gourmet. Until today, my impression of him is still very good, which is the promotion of personal charm brought by rich knowledge.

Basic knowledge to learn in sales II. First of all, you must know the most important point: sales need strict logic.

Then sales need to have the following qualities and abilities:

Quality:

Familiar with product knowledge, including production technology, varieties, characteristics, installation, maintenance, etc.

Understand all kinds of information about the industry, and pay attention to collecting information about competitors.

Five sales forces: observation (with a philosopher's mind); Adaptability (psychologist's judgment); Performance (the actor's passion); Persuasiveness (eloquence); Management ability (manager's talent).

Basic etiquette knowledge (such as welcome, water pouring, conversation, manners, farewell, etc.). ).

Good mentality and diligent working attitude. Never give up every effort, do things calmly, and be positive and generous.

Good sense of service.

Strong sense of sales promotion.

Ability:

Anti-pressure ability: basically, more than half of the sales staff failed to do a good job and fell on the pressure. It's true that sales work is stressful. Because the work content is always changing, unlike doing technology, you can support yourself for a lifetime with one move. Therefore, it is not an exaggeration to put pressure resistance in the first place. Whether it is suitable for sales depends first on whether your ability to withstand pressure is enough.

Thinking ability: Although sales are always changing, we must take steps before doing it, and then we will continue to find new problems according to the previous steps, and finally reach a deal or modify the previous steps to continue. The ability to take this step is the ability to think. It is normal for many salespeople to have no thinking ability, because it is a kind of continuous learning ability.

Execution: thinking determines methods, and execution determines success or failure. Many people do have a lot of good ideas in their minds, but it is hard to implement them. What is the final result? I thought of a thousand ways at night and got up in the morning to go the same way. In fact, the difference lies in the implementation of this point. Now, looking at the recruitment information of some enterprises, it is often mentioned that an executive power is this. It can be seen that enterprises and bosses will pay more and more attention to this ability in the future.

Communicative ability: What is sales for? In fact, it is to get people. This is true whether it is telephone sales, online sales or offline sales, but the specific sales model determines your sales methods and words. This requires you to have good communication skills. Some salespeople are afraid to meet customers because they don't know what to say. But this does not mean that there is no communication ability, because this skill also needs to be exercised.

Learning ability: This is very important. Especially the one selling white. Many people ask themselves if they want to study before deciding whether to do sales. If you don't want to study, then I advise you not to do it. Because there are too many things to learn in sales. Why do many companies have meetings every day? In fact, they are asking employees to learn through their own summary. This learning ability determines the speed of your progress. How to learn specifically.

Basic knowledge to be learned in sales. Be bold

1. If you have confidence in the company, products and yourself, you must always tell yourself: Our company is strong, our products have advantages, I am capable, my image is trustworthy, I am an expert, I am a character and I am the best.

2. Be fully prepared before visiting customers. Be sure to check yourself: have you brought all the necessary information? Is your image impeccable? Do you walk with your head held high? Is your expression relaxed?

3. Have a balanced mentality. Just like the woman we like, you don't ask her to give you a gift, but let her not miss a man who can make her happy; Similarly, in the face of customers, we should have this balanced mentality: customers are important, and I am equally important. If we cooperate, he will bring me achievements and I will give him the opportunity to create wealth.

Second, be cautious.

1, progress in learning. Only with extensive knowledge can we have a keen mind.

Familiar with the company, products, scientific and technological background and professional knowledge.

2. Look into each other's eyes when talking. Look into each other's eyes, one is to show your confidence, and the other is "eyes are the window to the soul". You can find the "connotation" he didn't express in words through his eyes. A person's eyes can't lie.

3. Learn to listen. In addition to expressing your views correctly and concisely, it is more important to learn to listen more. Listening is not perfunctory, but from the heart, communicating the unspoken tacit understanding.

Third, thick-skinned

1, always have confidence in yourself. Trading failure is not a matter of one's own ability, but the time is not mature; It's not that our products are not good, but that they are not suitable.

2. Have the determination to win. Although you have failed many times, you will succeed in the end.

We should constantly sum up our success and tap our advantages.

4, to correctly understand the failure. Failure is the mother of success.

5, to experience the sense of accomplishment after success, which will constantly arouse your desire to conquer. Fighting with the sky is fun; Fighting the ground is fun; Fighting with people is fun. Think of every negotiation with customers as an opportunity for you to conquer a person with your personality charm and courage. Fourth, the skills to convince customers: 1, speak sincerely.

2. Give the customer a reason to buy.

Let the customer know that he is not the only one who buys this product.

4. Enthusiastic salespeople are the easiest to succeed.

Don't be self-righteous in front of customers.

6. Pay attention to the customers and understand their ideas.

7. What kind of service can you provide to customers? Please tell them and show them.

8. Don't denigrate others in front of customers.

9. When the customer has no intention to buy, don't put pressure on him with old sales tricks.

10, siege for the top, siege for the bottom.