1. stage: This is the first reaction of customers when facing new products or ideas. At this time, because the customer has no intention to buy, it is normal to be "impatient, indifferent and irrelevant".
2. Seeking stage: After the work of the sales representative, or the customer realizes the benefits of the product, at this time, the customer has realized the value of the product, he will show interest in the product, and will patiently listen to the endless product explanations of the sales representative. This stage of the customer is often the secret month of the sales representative, and the scene of the customer's attentive listening will remain in the memory of the sales staff for a long time, making the sales staff linger.
3. Contrast stage: However, the good times did not last long. When customers began to consider buying in essence, the idea of shopping around began to rise. With a deeper understanding of products and thinking about possible problems after buying products, customers began to evaluate and compare. At this time, customers become picky and have many objections, even from enthusiasm to indifference, but they show that their purchase intention is decreasing.
4. Fixed purchase stage: At this time, the customer has fully understood the value that the product brings to him, or the external environment forces the customer to make up his mind to buy. At this stage, customers will finally hesitate, then find a reason for their ideal supplier and finally implement the purchase.
5. Feeling stage: As a performance-oriented sales, it is by no means finished when things are sold. After the customer buys the product, they will compare it with the post-purchase vision described by the previous salesman to see if it meets their expectations. If it exceeds our previous expectations, customers will be satisfied, and there will be the possibility of continuous procurement or even referral to other customers; If you feel basically in line with your expectations, the customer's mentality will be relatively stable; However, if it is found that the actual use effect is worse than expected, customers will complain, swear, or even return the goods or try to find a balance in the final payment.
Secondly, according to the above five steps of organizing customer procurement, the key skills obtained through job analysis are classified and integrated to form the final CSP training system.
1. Customer skills: The skills at this stage are mainly used in the initial contact with customers, with the aim of knowing as much as possible about the customer's background, including the company, operation, internal relations and needs. The skills of coaching subordinates to understand customers mainly include the following four aspects:
Pre-interview preparation: enable business representatives to master the basic steps of customer pre-interview preparation, learn to use relevant self-inspection forms, and master the main points of background preparation, customer preparation, target preparation, itinerary preparation and necessary sales props preparation.
Effective appointment: Because customers are in no demand and feel good about themselves, the problem that sales representatives often encounter when saluting is that customers don't want to meet at all. The key point of effective appointment is how to effectively combine telephone calls, letters, promotional materials and activities to realize interviews with customers and lay the foundation for future sales activities.
Visiting steps: This part focuses on the first time or when meeting unfamiliar customers. The key skills include how to leave a good impression on customers, and how to grasp as much information as possible through observation from four standard angles when customers are not open to themselves.
Ask questions and listen: this part includes what information you should know about customers, how to ask questions, how to listen to customers' conversations effectively, and how to interrupt them effectively and timely, so that you can get more customer background information.
2. Presentation skills: Ordinary customers will not jump from the stage of "feeling good about themselves" to the stage of "determining needs" for no reason, but the leap from "feeling good about themselves" to "determining needs" requires sales representatives to have good product presentation and guidance skills.
Plum blossom distribution: In order to describe products effectively, we need to know in advance what kind of customer decision makers should be guided. Therefore, as a qualified sales representative, we should be clear about the role that people in various typical positions in customers can play in the final purchase. Plum blossom distribution is actually an analysis method of the size of people whose positions can play a role in the final purchase. It can help business representatives quickly find the best way to visit and tackle key problems, and quickly understand the topics of interest of typical post personnel, so as to carry out targeted product display.
Demand tendency: Individuals in the client enterprise, with different ages, backgrounds and positions, naturally have different ideas about themselves and the enterprise. Demand tendency is a classification method to organize the self-expectation of typical customers. Mastered, you can quickly classify the typical needs of specific groups of customers in the enterprise, so as to further make the sales representatives' next sales promotion to the point and play a guiding role.
SPN problem technology: It is a mature "problem-driven" sales speech, which guides customers to discover their potential problems step by step through background problems, difficult problems, suggestive problems and valuable problems, and improves their interest in new products or suppliers.
FABE recommendation sentence: FABE recommendation sentence is the most classic sentence to promote and introduce product selling points. By describing the "features", "advantages", "benefits" and "evidence" of the product, customers can understand the product better.
Salespeople who have a good grasp of product display skills are more efficient in attacking orders. However, if such skills are not well mastered, the following situations will occur: the relationship with customers is very good, but customers just have no intention to buy; Always deal with people who don't have much decision-making power in customer's grass-roots procurement, and can't jump to the decision-making level; Selling words always scratches the surface and does not leave a deep impression on customers.
3. Trust skills: Establishing a "clear distinction between public and private" two-way trust with customers is the key to successful sales. Once upon a time, it was widely circulated in the sales team that "as long as you become friends with customers and get along well, it doesn't matter whether things are good or bad". Although this statement is a bit excessive, we can also see the importance of building trust with customers.
Effective communication: In fact, this skill is to train business representatives' ability to observe words and observe colors, quickly grasp the communication types of customers, and then adjust their communication styles to quickly connect with the communication styles of customers. A salesperson with this ability can talk enthusiastically with all kinds of customers, or let customers talk endlessly quickly, thus winning customers' recognition quickly.
External sealing: Efficient sales staff can effectively use eight common external sealing methods, such as exhibitions, visits and on-site tests, to quickly win customers' absolute trust in the company and products.
Interpersonal communication: Establishing personal relationship with customers is an important part of China's characteristic sales. Qualified key account sales representatives should master the key to establishing various personal relationships with customers, so as to establish trust with customers effectively and quickly.
Objection handling: At this stage of evaluation and comparison, customers often have many questions and objections that need to be handled by our sales representatives. If handled properly, it will further win the trust of customers and make them go to the final purchase; If it is not handled properly, the work done by the sales representative before will be in vain. Objection handling, based on the systematic "five types of attribution" of customer objections, emphasizes twelve core skills in handling customers' doubts or objections at this stage.
The four skills of building trust can be said to be the "skill watershed" to distinguish excellent sales from ordinary sales. Excellent sales can make products "from decadent to magical" by applying their own skills; Ordinary sales can only make the original magical products mediocre in the eyes of customers, because they are not done well in private or public.
4. Opponent skills: When customers make up their minds to choose suppliers, the competition is often the fiercest. At this time, the sales representatives of the bidders have entered the hand-to-hand combat stage. How did they keep the advantage or come from behind in the last 100 meter? You need to do the following:
Hands-on analysis: how to make your own competitive strategy according to your competitive situation with competitors and the customer's purchasing process is the key to "maintaining the advantage" or "coming from behind". The competitive strategy commonly used in the bidding process is also the core skill that a senior sales representative should have.
Business negotiation: At the last minute, many customers will bargain. How to keep the reserve price on the premise of keeping the order, how to safeguard the company's interests and satisfy the customer's sense of accomplishment is the key to business negotiation. If negotiation skills are used flexibly and appropriately, companies and customers can achieve "win-win".
Promotion of single contract signing: the customer's tendency is already obvious. How to effectively promote customer signing? The promotion level determines the sales performance.
5. Follow-up skills: the sales behavior of enterprises to large customers must not be a one-off behavior, because many enterprises are facing industrial customers and need the continuous purchase of target customers. Even if the target customer can't continue to buy a certain enterprise product, the enterprise needs the good reputation of this customer, which opens the door for the enterprise to be among similar customers. We need the follow-up service skills of sales representatives to realize the continuous purchase of customers, and hope that customers will recommend them.
Target planning: Many sales representatives have this experience. There are a lot of scattered jobs at ordinary times, so how to arrange their work effectively has become a very scratching problem. It often happens that new customers are highly valued, products are promoted, and old customers are left out. On the contrary, they may eventually be used by their opponents. The reason for this phenomenon is that we have not done enough in defining the stage objectives and making corresponding plans.
Customer management: Sales representatives have more and more customers and become more and more complicated. Some projects are in the follow-up stage, some are only in the contact stage, and some are in the service follow-up stage. The order size and importance of each customer are different. At this time, it is very necessary to classify these customers, and classify each project information through four elements: customer value, contribution, order rate and funnel position, so as to make the sales of multiple customers more comfortable.
Service care: Although the post-service is not entirely the responsibility of the business representative, if sales can continue to care about customers at this stage, it will definitely get twice the result with half the effort. On the contrary, if you give the customer a feeling of "employing people forward, not backward", then maybe at some point, this customer will become a wall and block the salesman's progress.
Follow-up and promotion: tap new needs of customers, or push customers to make necessary recommendations. If the sales representatives master this skill well, they will gradually form a mutually promoting interpersonal network among the customer base, thus making their business bigger and easier.
If you want to know how to improve your sales skills, you must keep learning, practicing and summarizing. You know, there are no unsuccessful salesmen in the world, only those who don't work hard!