Joe girard is also the most popular speaker in the world. He passed on his valuable experience to many elites of Fortune 500 companies. Millions of people from all over the world were moved by his speech and inspired by his behavior.
Before the age of thirty-five, joe girard was a complete failure. He has a rather severe stutter. He has changed 40 jobs and still achieved nothing. He even worked as a thief and ran a casino.
However, who can imagine that such a person who is not optimistic about anyone and is almost desperate for debt can reach the top of the world in just three years and be called "the greatest salesman in the world" by Guinness World Records.
How did he do it? Learning with an open mind, working hard, paying attention to service and sharing sincerely are the four most important keys to joe girard's success.
Joe Gillard, the greatest salesman in the world, will help you become the most powerful top sales expert and create your proud success!
Joe girard's sales secrets.
Joe girard was listed in the Guinness Book of Records for selling more than 65,438+03,000 cars, setting a record for the sales of goods. He once became the person who sold the most new cars in the world for 15 years in a row, with an average of 1300 vehicles sold in 6 years. Sales is a business that needs wisdom and strategy. Behind every salesman, there is his own unique secret of success. Therefore, Joe's sales performance is so brilliant. What is his secret?
1. Rule 250: Never offend customers.
Behind every customer, there are about 250 people close to him: colleagues, neighbors, relatives and friends.
If a salesman meets 50 people a week at the beginning of the year, as long as two customers are dissatisfied with his attitude, 5,000 people may be unwilling to deal with the salesman by the end of the year because of the chain effect. They know one thing: don't do business with salesmen.
This is joe girard's law of 250. From this, Joe came to the conclusion that under any circumstances, even customers should not be offended.
During Joe's sales promotion career, he kept in mind the 250 rules every day, took a business-oriented attitude, always controlled his emotions, and would not neglect customers because of their difficulties, disgust for each other, or bad mood. Joe put it well: "If you drive away one customer, you drive away 250 potential customers."
Second, business cards are flying all over the sky: sell them to everyone.
Everyone uses business cards, but Joe does it differently: he sends business cards everywhere and puts them in the bill when he pays the bill in the restaurant; On the playground, he threw a lot of his business cards into the air.
Business cards are flying all over the sky, like snowflakes, floating in every corner of the playground. You may be surprised at this practice. But Joe believes that this helped him reach a deal.
Joe thinks that every salesman should try to let more people know what he does and what goods he sells. In this way, when they need his goods, they will think of him. It is unusual for Joe to throw away his business card. People will never forget such a thing.
When people buy a car, they naturally think of the salesman who scatters business cards and the name on the business card: joe girard. At the same time, the most important point is that some people have customers. If you let them know where you are and what you sell, you may get more business opportunities.
Third, establish customer files: learn more about customers.
Joe said, "No matter what you sell, the most effective way is to make customers believe-really believe-that you like him and care about him."
If customers have a good impression on you, your chances of closing a deal will increase. To convince customers that you like him and care about him, you must know them and collect all kinds of relevant information about them.
Joe pointedly pointed out, "If you want to sell something to someone, you should try your best to collect information about his business ... whatever you sell. If you are willing to spend a little time every day to get to know your customers, get ready and pave the way, then you won't worry about not having your own customers.
At first, Joe wrote the collected customer information on paper and stuffed it into a drawer. Later, he forgot to follow a prospective customer because he didn't organize it several times, and he began to realize the importance of establishing his own customer file. He went to the stationery store to buy a diary and a small card folder, recorded all the information originally written on the paper, and established his own customer file.
Joe thinks that a salesman should be like a machine with the functions of a tape recorder and a computer. In the process of interacting with customers, he will record all the useful information said by customers and master some useful materials from it.
Joe said: "When building your own card file, you should write down all the information about customers and potential customers, their children, hobbies, education, position, achievements, places you have been, age, cultural background and any other information related to them. These are all useful promotional information.
All these materials can help you get close to customers, and let you effectively discuss problems with customers and talk about their own topics of interest. With these materials, you will know what they like and don't like, and you can make them talk, be cheerful and dance ... As long as you can make customers feel comfortable, they won't let you down. "
Fourth, the hound plan: let customers help you find customers.
Joe thinks you need others' help in sales promotion. Many of Joe's businesses are the result of the help of "hounds" (customers who let others buy things from him). Joe's famous saying is "the customer who bought my car will help me sell it."
After the business is completed, Joe always gives customers a stack of business cards and a description of the hound project. The instructions tell the customer that if he introduces someone else to buy a car, he will get $25 per car after the transaction.
A few days later, Joe will send a thank-you card and a stack of business cards to customers. At least every year, he receives a letter from Joe with the hound plan, reminding him that Joe's promise is still valid. If Joe finds out that the customer is a * * * thing and others will listen to him, then Joe will work harder to make this deal and try to make it a hound.
The key to implementing the hound program is to keep your promise-you must pay the customer $25. Joe's principle is: I'd rather pay 50 people by mistake than miss one who should pay. Joe benefited a lot from the hound program.
1976, the hound program brought Joe 150 transactions, accounting for about one third of the total transaction amount. Joe paid $65,438+0,400 for the hound and got a commission of $75,000.
5. Improve the taste of products: make products attract customers.
Every product has its own flavor, and joe girard is particularly good at promoting the flavor of products. Unlike the "don't touch" method, Joe always tries his best to let customers "smell" the new car first when contacting customers. He asked the customer to sit in the cab, hold the steering wheel and touch it himself. If the client lives nearby, Joe will also persuade him to drive home and let him show off in front of his wife, children and leaders. Customers will soon be intoxicated by the smell of new cars. According to Joe's own experience, no customer will not buy his car if he gets into the cab and drives a distance. Even if you don't buy it right away, you will buy it soon. The smell of the new car has been deeply imprinted in their minds, making them unforgettable.
Joe thinks that people like to try, touch and operate by themselves, and people are curious. No matter what you sell, try to show your goods, remember, let customers participate in it personally. If you can attract their senses, then you can master their feelings. & ltBR & gt& ltBR & gt& ltB& gt； 6. Honesty: the best strategy for promotion Honesty is the best strategy for promotion, and it is the only strategy. But absolute honesty is stupid. Lying is allowed in sales promotion, which is the principle of "white lies" in sales promotion, and Joe knows it well. Honesty is the best policy and the best strategy you can follow. But strategy is not a law or regulation, it is just a tool you use to pursue the best interests in your work. Therefore, honesty is measured.
Sometimes you have to tell the truth in the sales promotion process, one is one and the other is two. Telling the truth is often good for the salesman, especially what the salesman said, and the customer can verify it afterwards.
Joe said, "no one with a clear head will sell a customer a six-cylinder car and tell him that the car he bought has eight cylinders." As soon as the customer turns on the range hood and counts the distribution wires, you will die. "
If the customer brings his wife and son to see the car, Joe will say to the customer, "You are such a lovely child." This child may be the ugliest child ever, but if you want to make money, you must never say that.
Joe is good at grasping the relationship between honesty and flattery. Although the client knows that what Joe said is not true, he still likes to listen to flattery. A few words of praise can make the atmosphere more pleasant, non-hostile and easier to sell.
Sometimes Joe even tells a little lie. Joe once saw a salesman lose his business for no reason, because he told the truth to his customers and refused to tell a little lie. The customer asked the salesman how much his old car could be converted into, and a salesman said rudely, "This kind of broken car." Joe would never do that. He will tell a little lie and tell customers that a car can drive 654.38+0.2 million kilometers, and his driving skills are really superior. These words make customers happy and win their favor.
Seven, one card per month: the real sales start from after-sales.
Joe has a famous saying: "I believe that the promotion really begins after the transaction, not before." Promotion is a continuous process. Closing the deal is not only the end of this promotion, but also the beginning of the next promotion. Salespeople will continue to care about customers after the transaction, which will not only win old customers, but also attract new customers, make the business bigger and bigger, and more and more customers.
The concept of "continuing to promote sales after the transaction" made Joe regard the transaction as the beginning of promotion. After reaching a deal with customers, Joe didn't leave them behind, but continued to care about them and express their opinions appropriately.
Joe sends cards to his 10000 customers every month. Celebrate the New Year in January, celebrate Washington's birthday in February, and celebrate St. Patrick's Day in March ... Anyone who buys a car at Joe's has received Joe's greeting card and remembered Joe. Just because Joe didn't forget his customers, customers won't forget joe girard.
Introduction:
Suppose you receive such a task to sell a bottle of red wine in the supermarket for a day. Do you think you have the ability to do it? You might say: Piece of cake. Then, I will give you a new task, selling cars, one a day. Can you do it? You might say: not necessarily.
What if you sell a car every day for several years? You will definitely say: impossible, no one can do it. However, some people in the world can do it. This person sold a total of 1300 1 cars in his car promotion career of 15 years, with an average of 6 cars sold every day, and all of them were sold to individuals one-on-one. As a result, he set a Guinness World Record for automobile sales and won the title of "the greatest salesman in the world". This man is Mr joe girard.
Information: Personal profile
Joe girard, 1 928165438+1October1,was born in a poor family in Detroit, USA. At the age of 9, joe girard began to shine shoes and send newspapers to make money to support his family. Joe girard left school at the age of 16 and became a boiler worker, where he contracted severe asthma. At the age of 35, joe girard went bankrupt with debts as high as $60,000. In order to survive, he walked into a car dealership. Three years later, joe girard broke the Guinness World Record for automobile sales with an annual sales volume of 65,438+0,425 vehicles. From then on, joe girard was called "the greatest salesman in the world".
Chen: Hello, Mr. joe girard. There is a question that I am curious about. As a profession, sales promotion can be an excellent salesman for everyone, or can people with certain characteristics do such a job?
Joe girard: I was born in an American slum. I am poorer than you think. When I didn't finish high school, my father always beat me and said I couldn't, I couldn't, I couldn't. On the contrary, my mother always inspires me and says I can do it. Show him. But because of my father's attack, I stuttered once, because the verbal attack made me lose confidence. However, my mother helped me and began to push me to the peak of my life. She proved to everyone that I can do it, and I told everyone if I can. Well, of course, you can do the same. I'm no better than anyone. Look, I have two hands and two ears. I often listen with my ears instead of talking with my mouth. My mouth is only used for eating. The less you talk, the more you listen. I often tell people that if you do as I do, you will become rich under my guidance. For example, I have traveled all over the world, and I have been asked the same question. No matter which country I am in, France, Germany, Norway or Spain, can you succeed here? In China, too, people ask me, can you be as successful in China as before? America may be easier. It's as easy to sell in China as it is in Canadian, French and Spanish. If you give me six months in China and only six months in China, with my brain, I will become the first salesman in the world again.
Chen: So, your mother played a very important role in your success. Because she made you believe that you can be the best person since you were a child. Now I want you to recall that when you started as a car salesman, do you remember when you sold your first car?
Joe girard: Before 1963 1, I was an architect building houses. By the end of June 1963, I had built 13 house, and I had nothing, nothing at all. The house was gone, and the bank kicked me out of the house. My wife and two children, my wife's car and mine were not taken. I went bankrupt once, and my wife's problem hit me on the head. She said, "George, we have no money or food. What should we do? " So the next day, when we lived in Michigan, I went out to look for a job. So you can buy food for your family. That day, the weather was cold and the snow was thick. I don't know why I went to the garage. I just remember walking in and asking them to give me a job. The boss laughed at me and said, "I can't hire you." It's the middle of winter and there's not so much business. " If I hire you, the other sales assistants will be angry. We can't hire you. By the way, have you ever sold a car? No, but I sold a house. He said, "That's all the more reason to hire you." I told him what you were going to do. You just need to give me a phone and a table. I won't let any door-to-door customers lose, I will take my own customers. I will be the best salesman here in two months. He said, "You are crazy!" I said, "No! I'm hungry! " He agreed and gave me the phone and the table. In this way, I made phone calls for eight or nine hours a day, all in front of the phone. Finally, I worked until 8: 50 that night. I kept my promise and didn't miss a customer who came in. At that time, I didn't even realize that my life had started again. The shop door opened, and the customer came in and walked straight to me. Do you know what this looks like? It's like a big bag of food coming straight at me Honey, come here. Come here. I sat with my client for about an hour and a half and sold him a car. That was the first car I sold. Do you know what he said to me later? He said, "George, I bought a lot of things. But I have never seen anyone pleading like you. " I begged him. I was 35 when I went bankrupt. Three years later, I was called "the greatest salesman in the world", just three years.
Data 2
By almost begging, joe girard sold the first car in his sales career, thus taking the first step of success. Joe girard, who was suffering from hunger, knew very well that if he bought an extra car, he would get more food. Therefore, joe girard Fei drew a big conclusion in his sales career: customers are your parents, don't offend any customers. Because there are 250 customers behind each customer, including relatives and friends, if you just drive away one customer, it is equivalent to driving away 250 potential customers. This is joe girard's "250 Law".
Chen: I know that in the second month of your car sale, you bought it right away. The best result is one day 18 cars. This record has not been broken so far. So, are there any principles that you must follow in your car sales career?
Joe girard: When I sell you a car in joe girard, I will do three things: service, service or service. Someone asked me, "George, I only sell four cars a month. I can't take care of my customers." How did you do that? Your performance is an average of six cars a day. How do you weigh it? How do you serve so many customers? It's too easy for me to sell forty or fifty cars a month. I signed a contract with an Italian restaurant, where the atmosphere is great. On the third Wednesday of every month, I will invite 36 colleagues from the customer service department, all of whom are auto maintenance technicians, to have dinner with me. I give them love, and it is important that they also show their love for me. So when the customer comes, my assistant can invite four technicians to the customer service department, and you can start repairing your car immediately without saying anything about opening the toolbox. Who will you go to buy a car after that, joe girard? Because I care about you, I will promise you when I sell the car, because I will tell you after I sell it to you and I will never ignore it. Your name is Eddie, right? Eddie, I will never give up this car. I will always pay attention to this car. Whenever and wherever you need me, I will provide your car with services beyond imagination. Catch me, and I'll catch you. Through word of mouth, joe girard's service is widely known. People from all over America flocked to me to buy a car.
Chen: Do you think this principle is simple or complicated?
Joe girard: It's simple. Be kind to customers.
Chen: So since it is so simple, many people are engaged in car sales. Why did you succeed, and quite a few people didn't?
Joe girard: Because their faces are engraved with four letters. Very lazy, very lazy. Everyone is lazy, not just car salesmen. Basically, our bodies always stop us from doing things. Just like washing clothes, you will shirk: "I'll come later." "I don't want to do it now." At the same time, your dirty clothes will pile up higher and higher. At some point, you will be bored and say, "God, look at these dirty clothes. I don't want to wash them. " I'm not like this. I always finish it today! This is the name of the game "plus 50%" and "immediate execution plus 50% effort". People are lazy and try to find shortcuts. There are no shortcuts to sales. I looked for it a year ago. If you get into the habit of immediate execution, your body will be at your disposal.
Data 3
After every car sale, joe girard always gives customers a manual called "Hound Project". The so-called hound program means that if Joe's customer introduces someone else to buy a car, he will get $25 per car after the transaction is completed. 1976, the hound program brought Joe 150 transactions, accounting for about one third of the total transaction amount. Joe paid $65,438+0,400 for the hound, but got a commission of $75,000 by developing new customers. In joe girard's view, a successful salesperson should constantly discover new sales methods and look for potential customers.
Chen: I have noticed such a phenomenon. People will have a resistance to salesmen. For example, you will see some slogans in some office buildings or residential buildings, refusing to sell. In life, you are even afraid of knowing a salesman and that he will hold you back. Then there is another situation, that is to say, some people will think that this person must be ignorant and must engage in sales. I don't know what you think of this phenomenon. For a salesperson, how to overcome such obstacles? Introduce yourself to others bravely and generously, because many salesmen can't solve this psychological problem even after a few years.
Joe girard: One of my characteristics is that I know people, and I even know what you are thinking now. When you walked in, I observed your eyes and lips. When I shook hands with you, I felt your feelings and your body was talking to me. I will also pay more attention to your lips, which are the organs that tell me information. Let me tell you a little story. Once a man came to my office and I looked at his eyes and lips. His eyes were tense and his lips were tight. This guy tried to take my money. He is afraid that others will take his money. The air around him is full of tension and fear. Once, I came to my office trembling, looked at his eyes and lips and asked him, "Mr. Brown, what can I do?" When I questioned him, his lips began to open and the fear in the corner of his eyes gradually disappeared. Tell me, I use two ears. These are two things that God gave you, me and others. You should listen carefully when others are talking. Look at the other person's face and listen to his voice. The better you listen, the more the speaker trusts you. But too many people just talk with their mouths. The mouth is only good at doing one thing, and that is eating. Shut up and let others talk. Let others talk, and others will start to like you. This is the ability given to us by God, but people don't try their best. When he speaks, you should listen with your whole body, face and voice. The better you listen, the more the speaker trusts you. However, too many people use their mouths too much, and their mouths are only good at doing one thing, and that is eating. Besides, keep your mouth shut and let others talk, and others will start to like you.
Chen: You mean that if you really care about this customer's needs, always listen to him, know him and keep your mouth shut, then the customer's understanding will also build the customer's confidence in you in the process.
Joe girard: Yes, that's right. Everyone can do this. Do you know who should do it? Not only salesmen or businessmen, but also our parents don't talk, so listen to your children. The more parents listen, the more loyal your children will become. However, this is not the case. They don't listen, just use their mouths like my father. In other words, I warn people to shut up and make children happy by talking. As happy as a customer confides in me, it's that simple.
Data 4
Listen more and talk less, understand customer needs and collect all kinds of relevant information about customers. In joe girard's view, whatever you sell. If you are willing to spend a little time every day to get to know your customers, get ready and pave the way, then you will have no worries about your customers.
Chen: Is it because of your good reputation that many people took the initiative to buy cars from you in the later stage of your career without you exploring many new customers?
Joe girard: Yes. Because of word of mouth, everyone told each other about me. You need to make an appointment, and sometimes you have to wait a week or even 10 days to buy a car. In addition to service, there is another reason for this situation, that is, you never take advantage of others, whether it is marriage or sales. If you buy a car from me, you are the only customer who enjoys such a low price. So where will you buy it next time? Not only will you come to me, but he will also because you told him that you bought it cheaper than him 1000 dollars. I never hurt anyone, because if you hurt someone, do you know what you hurt? Yourself. With the help of price and service, through word of mouth, people lined up crazily to buy a car from me. Do you know why? Because I'm a good person.
Data five
Why do so many people know about joe girard? There is a simple reason. Joe girard is better at selling himself than any salesman. Wherever you go, you will send business cards to people everywhere. When paying the bill in the restaurant, he will give a box of business cards to the waiter and give him a generous tip to distribute for himself. In his speech, he will throw a lot of his business cards into the air and let them fly like snowflakes. You may be surprised at this practice. But it was these little pieces of paper that made people know joe girard and helped him sell cars.
Chen: When you came in just now, I also noticed that the first thing you did when you saw everyone was to hand in your business cards. Through reading your introduction, I also know that you particularly emphasize the role of business cards in sales. How did you realize this and how did you do it?
Joe girard: Many years ago, when I saw others handing out business cards all over the sky, I thought it was a very good idea. I got in touch with you through my business card, and then bang, I handed you my business card and gave you another choice. After I left, I thought, George Rudd, she has your business card. She can either keep it or throw it away, who knows. Maybe she needs it. Maybe she heard that I was a salesman. I'll contact you by handing in my business card. The act of handing out business cards is like sowing seeds by farmers. After sowing, the farmer will reap what he has paid. I once took more than 10000 business cards to watch baseball games or football games. Every time there is a wonderful scene, I cheer and spread out my business card. I'm selling myself. I'm not hiding myself. Hey, Eddie, give me a business card and I'll give you one of mine. Oh, well, I feel silly. Handing out business cards makes me feel embarrassed. I said, "Eddie, wake up. If you don't tell others who you are, what you do and what you sell. How do people find you? Wake up, Eddie. So her life changed for the better, because I taught her how to do it and sent so many business cards.
Chen: With so many business cards, say, more than 100, how many are really effective? How many people will buy a car from you after receiving the business card?
Joe girard: 95%. Yes, 95%. People will ask, why not 100%? Because those 5% people have passed away. If they are still alive, I will attract them back. Because I give you fair and small profits and meticulous service, where else can you go? Who else would you go to? In addition to joe girard, who also won't go to.
Data six
Joe girard has a famous saying: "The real start of promotion activities is after the transaction, not before." He is convinced that continuing to care about customers after the transaction will win old customers and attract new customers. Therefore, joe girard sends tens of thousands of autographed greeting cards to former customers every month, so that customers will always remember joe girard and that you only need to find one person to buy a car, and that person is joe girard.
Chen: In your career, as you just mentioned, you will send some postcards to customers every month and every year. Do you also send them to potential customers who may become your car customers? Nowadays, with the development of the times, many people use email. Do you still insist on writing postcards to customers?
Joe girard: Personal stationery. E-mail is a lazy way. The world is changing, resulting in emails and electronic bills. Personal contact always exists and occupies an important position. People buy people. You need to face people. Because you can't just buy a car by email, you need to know exactly who sold it to you and what he can do for you. As I said just now, give me six months in China, just six months, and I will have an earth-shattering impact. Because I will once again build a reputation sales kingdom that attracts customers and never leaves. You can't get rid of my promotion. There is only one possibility to escape my promotion, and that is that you have passed away. Even if you go to heaven, you will hear the name of George Rudd above the earth and your soul will come back to me. Ha ha.
Chen: So your Guinness World Record for car sales was set thirty or forty years ago. Great changes have taken place in the whole social environment, so have the industrial development and business environment. Before interviewing you, I also had an exchange with our local car salesmen in China. They want to ask you, at present, domestic salespeople need to have deep interpersonal relationships, which may enable her to sell a large order because of her family background. Others have a relatively dull family background and no particularly strong personal connections, and feel that they make some small lists every day. How can he be as successful as you?
Joe girard: Be careful with others. Get up at 5 o'clock every morning and go to bed at 1 1 at night. Worked the previous day 16, 17 hours. I don't work 100% as many companies require. Drive away laziness, push open the fence and open your eyes to see the world. Maybe someone will accuse me because I advocate working seven days a week and one day 16 and 17 hours. Oh, I don't want to live like joe girard's 76 golden rules, no way. You're actually making excuses. "I don't want to work so hard. I don't want to work so hard. " If I had 100% efforts, I would have starved to death. You need to work 150% like many successful people!
Ending:
Joe girard is a legend in marketing and a great salesman. He has a strong enterprising spirit, and he can infect people around him with his enthusiasm and actions. Joe girard believes that this infectious trait in himself is "spark", and he is convinced that "spark can produce a raging fire".