Dell's sales skills. Adhere to direct sales.
I think Dell's direct selling model is to simplify or even eliminate middlemen. Michael dell once said in his book: Under the non-direct selling mode, there are two sales teams, namely, the manufacturer gives the dealer and the dealer gives the customer. In the direct selling mode, we only need a sales team, which is completely customer-oriented. In this case, it will reduce more intermediate circulation links and directly benefit consumers, so that consumers can get more affordable products and services. Today, with the rapid change of channels, various manufacturers are actively looking for suitable channels, but due to its confusion, the market performance has been unstable. And Dell's insistence on direct selling helped Dell quickly enter the top three PC markets in China in just a few years. Therefore, the direct selling model has played an important role in the rapid development of Dell.
Sales Skills of Dell II. Abandon inventory
Dell has a law: replace inventory with information. My understanding is that through the direct sales model, we can quickly understand the needs of customers, so as to determine where the biggest needs of customers are at present. Because Dell takes orders first and then produces them, we can make good use of customers' needs and make products suitable for market demand. At the same time, make good use of the time difference between customer payment and supplier payment to minimize your own inventory.
Today, with the rapid development of the market, the ability of enterprises to solve inventory directly represents the quality of enterprise benefits. Especially in the IT industry, its change is the fastest. I remember an American movie once said: you had a computer six months ago, and now you have to go to the museum to find accessories to repair it for you. Although it is a bit exaggerated, it is enough to show that the industry is developing rapidly. Therefore, the inventory problem has always been a major factor that puzzles the development of enterprises, and Dell has solved the inventory management problem by replacing inventory with information technology, thus greatly improving its competition level in the market.
Dell's sales skills. Alliance with customers
One is to form an alliance with upstream suppliers. The alliance between Dell and suppliers is the key to its success, which can ensure that the latest and best raw materials can be quickly added to its product system, which is very important for reducing inventory and meeting customer needs more quickly.
Then there is the alliance with downstream customers. Dell's view of customers and competitors is: think of customers instead of always thinking about competition. Many enterprises care too much about competitors' behavior and always pay attention to their actions, but they ignore the research on consumers because of over-consideration of competitors. In the past, the sales era was product-centered, and now the sales have moved towards the era of consumer-centered. The most obvious case is the success of the Super Girl Competition. Who can better understand the needs of consumers, who can occupy the mental resources of consumers, who can also occupy the market and create profits!
Dell's sales skills. Strengthen the understanding of consumers in China.
Dell's success lies in its unique business model. However, when facing the unique China market, there are also many shortcomings. Personally, I am a customer of Dell notebook computer, and I have introduced some friends who have bought Dell notebook computers from the process of purchase to use, so I have a deep understanding. In the process of this purchase, I think consumers' long-term trust in Dell has not been established. Apart from advertising, there is no daily influence and communication method, which gives consumers the impression that Dell's purchase of products is a purely commercial relationship, so it cannot give consumers long-term influence, which leads to consumers' failure to establish trust and affection for Dell. What kind of phenomenon is this easy to cause? Low brand loyalty will lead to the loss of some customers.
We should know that IT products tend to become fast-selling products, and the time lag for consumers to change machines is getting shorter and shorter. At the same time, computer products have become an indispensable part of people's lives. In this case, it gives manufacturers a difficult problem, that is, how to retain my customers and provide effective services to generate word-of-mouth communication, thus forming a brand effect. When my friends and I bought Dell computers, we all had this experience. At the beginning, the telemarketers were very polite and skillful to make you have the intention to buy. But after we bought it, we basically didn't see any return calls or text messages from the sales staff, and everything was handed over to the after-sales. This may be the result of clear division of labor, but in the eyes of many domestic consumers, I buy things from you. I hope I can come to you directly if I have any problems in the future, and I don't want you to disappear from my life after buying your things. How will consumers in China feel? There will be a feeling of being lost or even cheated. Where is the location of the commercial war? I think it is in the hearts of consumers!
Dell's sales skills 5. Sales staff should strengthen after-sales service.
In view of the unique consumption personality of China consumers, I think Dell's after-sales service should not only be reflected in the technical treatment, but should involve the sales staff in this process. For example, when the goods arrive in the hands of consumers, make a phone call to express condolences and blessings. How do consumers feel? That's great. Look at people. Call me back when the goods arrive safely. Good service. After using it for a while, there was a phone call to ask what problems were encountered during the use. On holidays, sending a blessing can basically establish a trust relationship with consumers and even organize customers to meet when conditions are ripe. By strengthening the appropriate after-sales service of sales staff, we can directly establish a trust relationship with customers, enhance the influence and loyalty of brands in consumers' hearts, occupy consumers' mental resources, and thus form a good word-of-mouth communication. This is a process of brand maintenance, which directly produces value. One of the most important modes of direct selling is word-of-mouth communication. In recent years, word-of-mouth communication has impressed me deeply, generating value through services and enhancing brand influence. This is also China people's favorite way of communication. How many customers does Dell have in China? Why not use it rationally? When more and more people actively spread to Dell on the street, what kind of power is this?
The best way for sales staff to provide good service and manage customers is to establish a database, which can better maintain the corporate image and enhance consumers' brand loyalty to Dell products without wasting sales staff's time. More importantly, through the establishment and management of the database, sales staff can better understand the needs of customers, lay a good foundation for the next sales work, and improve the turnover rate of telephone sales. Because only by understanding the needs of customers can you know how to effectively connect the benefits of your products with the needs of customers. Only when your products can better meet the needs of customers can you sell them.
Dell's sales skills. Enhance trust and create value.
As a telemarketer, we must solve the trust problem. This needs to be solved from three aspects: first, consumers' trust in enterprises; Secondly, consumers' trust in products; Third, consumers' trust in salespeople. In fact, as a Dell telemarketer, the most important thing is to solve these three trust problems for consumers. Why? Because Dell has solved the first two problems well through its strong print media promotion and global operation in recent years, and Dell's direct sales still require customers to pay first to get the goods, so how to quickly solve the customer's trust is very important in the process of telephone call. In the process of telemarketing, people are basically emotional, so I think to solve the trust, we must solve it from the following aspects: first, quickly convey a kind feeling to consumers through our own voice and language; Then gain the trust of customers through their own professional level. When these two aspects are done well, the problem of customer trust can be basically solved. Another way to solve the trust degree is to solve it through your own after-sales service, as I have said before.
In addition, in the process of telemarketing, we must take the initiative to guide and control each other's ideas well, so as to improve the transaction rate. Tell me an example of my own experience. I once recommended Dell's laptop to my friends. He really wants a machine with a camera, but as we all know, Dell's laptop basically doesn't have a camera, so they directly tell customers that there is no such machine. Finally, my friend complained that he didn't have the model he wanted, but he didn't buy it. But to tell the truth, my friend's request for this piece is not very high, just staying at the stage of having this intention. Why don't salespeople guide customers' thinking? Why can't you take the initiative to understand the customer's needs and requirements for a camera? Why can't you tell the customer that I have a more professional notebook use plan here? When you sell a customer a solution that can solve his needs, what reason does he have to refuse you? I once did a survey in a computer mall, because Dell had lost many customers because it didn't have a camera.
Through the above explanation, we basically solved two major problems, the first is to build the trust of customers, and the second is to sell a set of solutions to customers. With these two points, value comes into being. When the customer calls, first analyze whether you can help the customer and make the customer feel that you are an expert; Whether you can create value for him on these two foundations, so as to achieve the highest level of supply and demand matching. By solving these problems, I think that as a Dell salesperson, I must try my best to promote myself, whether on the phone or off the phone, and establish an image as an expert in computer use. If every Dell salesperson can reach this level, who will consumers think of first when they encounter difficulties in buying or using? They are Dell's salespeople, because with their help, their problems and troubles have been well solved. I believe that if we do this, Dell's direct sales will get better and better in China market!