Marketing refers to "management and sales". In the development of an enterprise, two factors are indispensable, that is, "marketing" and "public relations", just like the wings of a bird, it can't fly without them! In the concept of marketing, "management" is more related to management and more inclined to internal management of enterprises; Then for every salesperson who competes for our advertising sales, what you need to do is to mind your own business. "mentality, execution, confidence" And sales are more external: that is, in the face of extremely fierce market competition, how to make their products accepted and recognized by customers smoothly and realize profitability. How to manage our sales team well, fully stimulate the potential and maximize the team strength; How to establish our sales network; How to maintain and manage our customers is the content of sales work. Therefore, sales cannot be separated from management. Without good management, there will be no good sales. The conditions for good sales are: 1. Diligence II. Inspiration 3. Tip 4. Luck. So how can we do a good job in sales? Today, as a grass-roots salesperson, I stand in the perspective of a salesperson, and combine my years of experience to discuss with you how our salespeople should do a good job in sales. Edison once said: "There is no real genius in the world, and the so-called genius is 99% sweat+1% inspiration"; Yolanda, a famous marketing god, said: "The success of sales is 99% effort+1% skill"; Joe girard's 76 golden rules also said: "The success of sales is 99% diligence+1% luck". There is no denying that they are all successful people, so what they say is reasonable. From these three sentences, we can see that any success has a price and needs a lot of effort, and "inspiration", "skill" and "luck" are also indispensable factors for success. How are these factors reflected? (1, just like some customers we usually meet, for example, they really don't have time, no matter how hard you try, you won't see them at this time. "This is luck") (2. A customer wants to chat with you. Originally, he had an idea, but he thought it was different from the language you spoke. This is the "skill". Think we can get the following formula: sales success = diligence+inspiration+skill+luck. Then how to do a good job in sales has the answer: six diligence: brain diligence, eye diligence, ear diligence, mouth diligence, hand diligence and leg diligence. If you want to do a good job in sales, you must first be diligent, which is also an essential quality for a business person. There is a saying in the marketing field: "The performance of a sales mediocrity who stays with customers all day must be higher than that of a sales genius who stays in the office all day." This sentence is very well said, "Diligence can make up for it". If you know such a simple sentence "sales success = diligence+inspiration+skill+luck", many salespeople and personnel may not understand what we should do and how to achieve the requirements set by this sentence, because everyone wants to sell successfully. Ok, let's take a closer look and discuss our details: then let's discuss diligence first. Diligence is reflected in the following aspects: First, study hard and constantly improve and enrich yourself. Second, frequent visits. Third, think hard. Fourth, communicate diligently. Fifth, be diligent in summarizing. First, study hard and constantly improve and enrich yourself. 1. "copper head"-often hit the wall, not afraid to touch, dare to touch again. 2. "iron mouth"-dare to say, will say. Saying is not the same as saying. Being able to talk shows that this person likes to talk and talk endlessly; But being able to speak means saying less and being to the point, so dare to speak and be able to speak at the same time. 3. "Rubber belly"-often ridiculed and resentful, so learn to be tolerant and learn to adjust yourself. 4. "Scud"-needless to say, it is the "leg suit" in Liuqin. And take prompt action. If a customer calls you with questions, you must arrive as soon as possible, and we will knock before he puts the phone down. The advantage of frequent visits is to maintain a good relationship with customers, so that they will not forget you for a few days. Even if you can't go in person, call him to deepen his impression of you. In addition, it is necessary to arrange the appointment time and itinerary with customers to save time and effort and improve work efficiency. Third, thinking hard is thinking hard. Our sales will have some problems in the sales process. At this time, salespeople need to think carefully about the root cause of the problem, and then make a solution according to the facts. For example, our sales staff often have some illusions in their work: sometimes customers look good and refreshing, making you walk away in a good mood, and the situation will be "just wait, there is no news anymore". Sometimes the surface is very unfriendly to us, even driving us out, and we may not dare to go again. This is because we don't know what the reason is, so we must calm down and think calmly to avoid being misled. Fourth, diligent communicators often say that "the authorities are fascinated", so they should often communicate with their leading colleagues about their market customers. Other people's market customers may also exist. Understand how they solved it. Perhaps under the guidance of leaders and colleagues, you will suddenly realize that you can find solutions to problems and improve together (this place is also called the power of teamwork). 5. Sum up frequently to improve. Whether it is success or failure, its experience and lessons are worth summing up. Successful experience can be transplanted into our team to learn from each other, and the lessons of failure will not make us repeat the same mistakes. Here I also want to mention a sentence that our company often uses: there is only one reason for success, but there are many reasons for failure! Inspiration. What is inspiration? Inspiration is creativity and innovation. If you want to sell well, you can't stick to the rules. You need to break the traditional sales thinking and change your way of thinking to face the market. Inspiration is everywhere. 1. There is always no way to advance when talking to customers to a certain extent. At this time, I suddenly learned that my client was ill or my relatives and family were ill, and I was inspired. I'll buy something to express my condolences and break the deadlock. The customer's initial rejection may change his attitude-cooperation. 2. When a client renews an advertising contract, it is difficult for you to solve the problem because of the deadlock in the effect. At this time, when you go out in despair and pass by the shopping mall, you see a shoe rack for the shoe seller. Here comes the inspiration. Ask your friend to call the customer and say, XXX, where is your company? I saw your advertisement on mobile TV and wanted to buy your product. Please tell me where it is. At this time, you will know the customer's psychology very well. At least, you will give yourself great confidence in future communication! But this is only used occasionally when necessary. Can't say that every customer is useful. We should treat every customer like this! What are the skills? It is the method and the sales skills throughout the whole process. We are faced with all kinds of customers, and we must adhere to one principle: first, we will do what we like; The second is to apply both hard and soft. Before the visit: 1. Make a plan before the visit. (1) Have a general understanding before visiting a customer. The advantage of making your own plan is that with a plan, you can have a coping strategy during the interview, because sometimes the improvisation strategy is very successful. (2) Think ahead of the obstacles that may be encountered, prepare the elimination plan in advance, and reduce communication obstacles. (3) If you think carefully in advance, you can expand and contract freely when you change it on site, so as not to panic. (4) If you are fully prepared, your self-confidence will be enhanced and your psychological stability will be relatively stable. 2. The content of the previous plan. (1) Determine the best visiting time. If you want to invite customers to dinner, you'd better arrive half an hour before work. If you don't want to invite them to dinner, you'd better go early and come back early. (2) Set the goal of this visit. What purpose do you want to achieve through this visit, to enhance emotional communication, to promote customers' understanding of the platform, or to ask customers to sign the bill early? (3) Predict possible problems and solutions. (4) Prepare relevant materials. Remember whether there are any problems left over from the past and solve them this time. Second, during the visit: 1. Look at our sales behavior from the customer's point of view. From the standpoint of salespeople, the purpose of our visit is to promote products, while from the perspective of customers, we regard customers as "targets of attack". The purpose of the visit is mainly to exchange interest with customers. Don't just introduce the product itself, but focus on the benefits it brings to customers. In this way, the psychological acceptance of customers will be greatly increased, so that we can communicate smoothly under the condition of mutual benefit between buyers and sellers. 3. Different customers have different needs. Every customer's situation is different, and their needs and expectations are naturally different, so before visiting, we should collect information, investigate their needs, and then prescribe the right medicine. Let me introduce the "FAB" rule in communication, which I have read in two books: Communication Skills and How to Improve Interpersonal Communication: F-Fewture (product features) A-Advantage (product efficacy) B-Bentfit (product benefits) III. After the visit: 1. Be sure to do a post-visit analysis. (1) Take some time to compare the results after the visit with the plan before the visit to see which goals have been achieved and which goals have not been achieved. (2) Analyze the reasons for not achieving the goal and think about how to achieve it. (3) From the customer's point of view, reconsider the feelings during the visit and what was not done well enough. (4) Analyze whether your attitude and behavior during the visit have contributed to customers. (5) Further thinking about what needs to be improved to be more effective. 2. Take improvement measures. The so-called measures in this place are what we usually say. We can't just think. Be sure to make yourself realize (1), just do analysis. We must actively take improvement measures to improve our own shortcomings and deficiencies in order to improve better. "the world is afraid of a willing heart." For customers who refuse or refuse, we should study more methods, find out the best scheme, and try again and again, which will definitely bring good results * 1. Learn the knowledge of the products we sell, our own industry and similar products. Only in this way can we know ourselves and ourselves, can we appear in front of customers as "professional" salespeople and win their dependence. Because we also have the feeling that when we go shopping, or when others recommend products to us, if the other person has a little knowledge or a little knowledge, there is no doubt that we will discount what we want to buy and the impression of this person. According to my years of experience, I have such an experience: we all like to go to the "expert clinic" to see a doctor. Why? Because it's reassuring. Now the advertisements are also like this: China Mobile-Communication Expert, Jiu Wang Mu-Pants Expert, Tai Fang-Kitchen Expert. Then please think about it. Our customers are the same. They also hope to have a "professional" salesperson standing in front of them, so that they will accept us as people and our company and products. I still remember once telling you that if you want to cooperate with customers, you must first solve three problems: (1) customers understand and accept you as a person; (2) We solved the platform problem, that is to say, let customers understand and accept your platform; (3) We have solved the funding problem. 2. Learn and accept other knowledge outside the industry. Just like literature, sports, politics, etc. It should be absorbed continuously. For example, how did Houston Rockets win or lose in NBA recently, how did Yao Ming perform, what are the status of the six superstars of Real Madrid, and what are you doing now after Diego Diego Maradona World Cup? These are all materials for chatting with customers. There are so many things to talk about at work that you are not bothered by him. The work will be finished in a few minutes. What should I do after the speech? I can't sit still. Find a topic and do what you like. I want to remind you that when you know your customers, you must talk about these things. Don't blindly find a topic. This will make the scene colder, make customers tired of you, and others will start rejecting you instead of accepting you. 3. Learn management knowledge. This is self-improvement, and we can't always stay at the current level. You should manage the customers in this market. What is the customer? It is our God. In other words, they all work for us. If they manage well, give us more shares and introduce more customers, our sales performance will naturally go up. Second, you must have a hard-working spirit when you visit frequently. Business people are "copper-headed, iron-tongued, rubber-bellied and scud". Finally, let's analyze the cycle that salespeople have to go through in the whole sales process and the three main stages in customer communication: 1. Before the visit, 2. After visiting, 3. When using this rule, please remember that only by clearly pointing out the benefits can you impress customers. From the standpoint of selling products, it is easy to think that customers must be very concerned about the characteristics of products. One is to try their best to tell customers the characteristics of products one by one and convince them. In fact, the interests of products are what customers care about, so remember that when applying this rule, F and A can be omitted, but B can never be omitted, otherwise it will not impress customers. *