Graduation thesis-on communication skills in sales promotion-on communication skills in sales promotion: marketing course 1 student name: xxx Instructor: xxx Abstract In our work and life, we need communication to get to know each other, so communication is very important. It is not easy to find customers who need their products in the vast sea of people, and it is becoming more and more difficult to convey effective communication information to target customers. For salespeople, it is effective to look for customers everywhere, and it is particularly important to communicate effectively with consumers because products change according to demand. This paper mainly expounds the concept, types and processes of communication, analyzes the practical significance of secondary communication and effective communication in the process of sales promotion, and points out that enterprises should pay attention to improving communication skills in sales promotion, and also puts forward how to effectively use some communication skills in sales promotion and how to eliminate sales obstacles. Keywords dissemination; Communication skills; Skills; Marketing Skills 1. Concept, types and process of communication (1) The concept of communication mainly refers to interpersonal communication in social life, which refers to the process in which information that can be understood by the sender and receiver of information is transmitted or exchanged between two or more people through information interaction. To correctly understand the concept of communication, we need to grasp the following points: 1, communication is the transmission of meaning; 2. Effective communication means that both parties can accurately understand the meaning of information; 3. Communication is a two-way interactive process of feedback and understanding. (2) Communication type: 1, verbal communication (oral communication, written communication) 2, nonverbal communication (eye behavior, expression) 3, body language and body movements 4, clothing 5, speech style 6, interpersonal space (3) Communication process Communication is a complicated process, and any communication is a sending process: temporarily transmitting information to the recipient. The communication process can be divided into the following steps: 1. Source of information: refers to the person who sent the information. 2. Coding: The sender translates this information into a series of symbols that the receiver can understand, such as language, characters, charts, photos, gestures, etc. , which is information. 3. Transmitting information: transmitting information to the receiver through a certain channel (medium). 4. Decoding: The receiver translates the information loaded in the channel into a form that it can understand. The decoding process includes receiving, decoding and understanding. 5. Feedback: The receiver feeds back the information it understands to the sender, and the sender verifies the feedback information and makes necessary corrections. The process of feedback is only the reverse process of information exchange. Second, the practical significance of communication and effective communication At present, under the market economy system, products and services from all walks of life can be described as varied. However, few distinctive products and services directly face the end consumers. This requires effective communication between sales staff and customers. In order to let consumers know about products, this paper discusses how to improve the effect of language communication through some skills in communication from a strategic point of view, so that consumers can buy products and businesses can promote products more effectively. Third, enterprises should pay attention to improving communication skills in sales promotion. At present, with the continuous improvement of urban residents' income and quality of life, consumer demand tends to be active, and the continuous upgrading of household consumption also presents a new trend. These changes force enterprises to take appropriate consumer decisions in order to better protect themselves. We have reason to believe that we have entered the era of active marketing. In this new era, whoever masters game planning and game skills first can run in the forefront. Fourth, how to use communication skills as a salesperson, expressing communication skills is more important. Modern commodities are varied, but the necessities of life are only food and color. After reaching the basic level, other derivative goods are actually non-essential goods. How to stimulate customers' desire to buy unnecessary goods is a marketing topic. Therefore, expressive people just make good use of this talent. However, if you lack professional knowledge and rely solely on the power of expression to win, you will be regarded as duplicity, leading to ridicule and loss of trust. Therefore, this trait is still good and bad, so we must make good use of it. Specifically, we will discuss how to use communication skills in the marketing process and how to use these skills to realize the marketing process. (1) Make a good first impression. Before selling products, you must first sell yourself to customers. This is called "sales promotion in sales promotion". Sales promotion in sales promotion embodies an important concept in the field of sales promotion-"If you want to sell products successfully, you must first sell yourself successfully". According to relevant statistics, 80% of the sales staff's failures are due to the bad first impression on customers. In other words, many times, before you introduce the product, the customer has decided not to communicate with you further. Since the first impression left to customers is so important, how should salespeople leave a good first impression on customers? 1, Dress appropriately As the saying goes, Buddha depends on gold, while man depends on clothes. To some extent, the role of a salesperson dressed appropriately is equivalent to the role of a pleasing label for goods. The so-called dressing appropriately does not require all salespeople to wear gorgeous clothes. In fact, gorgeous clothes may not be suitable for all people and all occasions, and they may not be recognized by customers. As a professional salesperson, you must choose the right clothes according to the characteristics of this industry. When choosing clothes, salespeople should pay attention to one thing, that is, no matter what kind of clothes, they should be neat and bright, and the collocation of clothes must be harmonious. Never dress yourself up for novelty. Therefore, it is really necessary for salespeople to always pay attention to their superiors or colleagues with extraordinary temperament, as well as more professional magazines or TV programs. 2, generous manners, calm attitude If decent clothes reflect the external beauty of a salesman, then generous manners and calm attitude should reflect the internal quality of a salesman. The intrinsic quality of a salesman is actually equivalent to the texture and grade of a commodity. Every move of the salesman will form an impression in the customer's mind, which will ultimately affect the customer's view of the company's products and the overall image of the company. 3. Maintain self-confidence, and the process of humble sales promotion is sometimes like the number of certain aspects of buyers and sellers. In fact, both salespeople and customers can feel this contest from time to time. Perhaps only those salesmen with excellent performance know that the process of communicating with customers can actually be a kind of enjoyment, and promotion itself can not only bring rich profits to your company, increase the performance of salesmen, but also meet the needs of customers. When you realize this, what reason do you have as a salesman to be timid in front of customers? (2) Lubricant for effective communication-Non-verbal communication refers to the purpose of communication through emotional expression, actions and gestures. Some experts believe that non-verbal communication accounts for 90% and verbal communication accounts for 10%. 1, Body Language Instrument and Emotional Expression: The examiner's appearance is dignified and generous, his clothes are neat and clean, his standing posture is correct, his language is clear and euphemistic, and his expression is focused, which can shorten the distance between the examiner and the subjects and increase their trust and security. Regulating function: mainly regulating and maintaining communication. The examiner nodded or affirmed his eyes during the operation to encourage the subjects to continue. 2. Touching it is a kind of nonverbal communication action, which mainly plays the role of caring and appeasing, and can alleviate the fear of the subjects. Such as tap, help, etc. However, we should pay attention to different factors such as age, gender, culture and customs, otherwise it will have a negative impact and work passively. Sammy moreau, a master of humorous drama, said: "The body is the glove of the soul, and body language is the discourse of the soul. If our senses are sharp and open enough and our eyes are sharp enough to capture the information expressed by body language, it will be much easier to talk and communicate. Knowing body language is equivalent to opening a direct communication and unimpeded road for the other party. " Tongue is easier to control than body, and our body language is clearer than language. The body's reaction is usually direct and uncompromising, and words can be euphemistically modified. Careless body movements will cause conflict injuries, and people who don't need gestures to assist dialogue will be so stiff! Basically, it is absolutely impossible to express a message without the participation of hands or arms. Therefore, you can make an accurate response and communicate effectively by reading each other's body language. Also, only those who really know how to listen attentively and observe with their eyes can truly grasp the true meaning of communication skills. (3) People's eyes are also one of the means of communication. I don't know if you have had such an experience. The first time I met a stranger, I had a good impression on him. On other occasions, when you meet another stranger, your heart will be alienated from him. I've been in this situation many times. So I think the use of eyes is very convincing to the words. In order to convey the idea of persuasion, eyes are as effective as words. In your conversation with customers, it will be quite dangerous if you avoid each other's eyes for a long time, which at least shows that your conversation is ineffective. V. Methods that need special attention in the sales promotion process (1) Interpersonal communication skills are probably the most useful basic skills for personal success at present. Nowadays, business operation needs communication most and lacks communication most, so it is very important to master this method and skill! No matter who you are, you need to communicate with others, realize cooperation and deal with more people! As far as salesmen are concerned, in fact, the biggest loss or cost of a company is improper marketing by salesmen. Don't look at how many products you sell, look at how many customers you lose. In addition, we should pay attention to the following points: 1, to improve professional knowledge. Excellent salespeople should be familiar with and have professional knowledge related to their own industries and products. With good product knowledge and industry knowledge, communication can be meaningful and convincing, and customers can feel that they are communicating with professionals in an industry, thus persuading customers and winning their trust. 2, exercise the ability to treat people with things, treat people with things, need the tempering of life and the accumulation of experience, it is unrealistic to want to improve quickly in a short time. Only in ordinary life, pay more attention, learn more and learn more about the world. Salespeople should be able to read between the lines to taste customers' opportunities. When facing customers with different preferences and personalities, they will be able to close the distance with customers. 3, clear purpose, straight to the point. When communicating with customers, salespeople can't express their intentions clearly, which leads to communication failure. This kind of situation is easy to happen in telephone contact. Talking too much may not leave a good impression on customers, and sometimes it may even be counterproductive. "Time is money", communication should be as simple and clear as possible. After a brief greeting, get to the point and get to the point, so that the other party can understand your intention and avoid misunderstanding. Foreign trade novice, foreign trade knowledge, foreign trade English, foreign trade declaration, foreign trade documents, foreign trade quotation, foreign trade English, tax refund after verification, logistics freight forwarding. 4. Be a good "listener" communication expert. Even when he disagrees with the customer's opinion, he will affirm it first. After the other party has finished speaking, he will talk about his views from the customer's point of view, so that customers can accept your opinions more easily. Affirmation from time to time, not interrupting each other's speech casually, is to express affirmation and respect for customers, which is one of the elements to win the initial communication success. Some salespeople refute or interrupt before the other party finishes, which will make customers feel disrespected. Listening will help you better understand each other's ideas and lay a good foundation for the final signing. 6. Skills to remove barriers to promotion. (1) Eliminate the obstacles of customer's objection If you find that the customer is hesitant, you should take the initiative to talk less, directly ask the other party to fully express their opinions, and sincerely exchange opinions with the customer in the form of free questions and answers. For the prejudice that is difficult to correct at the moment, we can change the topic. You can "turn a deaf ear" to malicious opposition. (2) Eliminating price barriers When customers think that the price is high, they should fully introduce and display the characteristics and values of products and services, so that customers feel that "a penny is worth a penny"; For the view of low price, it is necessary to introduce the reasons for low pricing, so that customers feel good and cheap. (3) Eliminate the obstacles of customary forces, introduce products or services that customers are unfamiliar with realistically, and compare them with products or services that they are already familiar with, so that customers are willing to accept new consumption concepts. Conclusion: Method is skill, method is shortcut, but those who use it must practice to keep improving. This requires salespeople to consciously use these methods in the daily sales promotion process and conduct on-site drills to achieve the effect of "conditioned reflex". When the customer suspects what the situation is, the brain does not need to think, and the way to deal with it is easy to say it. At this time, in the hearts of customers, it is really "no choice but to clinch a deal". "Those who win the hearts of the people win the world" is not only the way to govern the country, but also the way to do business. When we properly handle the relationship between ourselves and our customers, grasp the scale of taking and giving up, put the position of faith, righteousness and benefit in a correct position, and build a cooperation platform with the thinking mode of * * * cooperation and win-win, so that every collaborator can benefit and everyone can become a winner, can our enterprise, our cause and our society not develop? Will it be disharmonious? Therefore, when dealing with customers, smart salespeople are friends, brothers and relatives of customers on the surface, but in fact they promote sales, operate the market and control resources according to their own responsibilities, specialties and abilities, thus gaining both fame and fortune. Many of the skills mentioned above need to be applied flexibly in the practice of sales promotion, grow in experience and sublimate in application. As long as marketers have the above abilities, they will be more powerful, relaxed and comfortable in the future market competition, thus winning every battle, always standing at the forefront of the times, becoming the leader of the new era and the strongest in the market, thus being worthy of the glorious and great title of marketers. As the main body of the company, it aims to attract enterprises to pay attention to the cultivation of their own business elites-pay attention to communication skills and improve communication effects. At the same time, it also provides reference for front-line business personnel to successfully promote sales. Thank you. This paper was completed under the careful guidance of the tutor. My tutor's profound professional knowledge, rigorous academic attitude, work style of striving for perfection, noble ethics of tireless teaching and educating people, noble demeanor of being strict with oneself and lenient with others, unpretentious and approachable personality charm have a far-reaching influence on me. Not only has he set up lofty academic goals, mastered basic research methods, but also learned a lot about treating people with things and dealing with others. From the topic selection to the completion of this paper, every step was completed under the guidance of the tutor, who devoted a lot of effort. Here, I would like to express my high respect and heartfelt thanks to my tutor! Reference: [1] Sun. Integrated marketing communication. 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