[China Glass Network] How to convince customers and sell products to establish their own unique sales concept is always a question that marketers are thinking hard in practice.
Self-self
When marketing people convince customers, they must first convince themselves, tell yourself that you are better, be confident, have courage and domineering. I used to be a marketing clerk. I didn't succeed in doing customer sales before, because I can't convince myself and give myself courage. Therefore, when talking about customers, the business cards are forgotten to the other side; talking about products is swallowing. Later, the customer persuaded me (remember that I went to Huatai Property Insurance, then you are a customer, excited, and afraid, mentally playing drums, for fear that you can’t talk well, really come with this feeling The customer here, unfortunately, because of psychological stress, the product knowledge was completely forgotten, at this time the customer started to ask, I am Zhang Guan Li Dai, then know that this customer is an expert, see me like this, I started a full-fledged introduction, put us All the products were introduced. At this time, I was really ashamed and difficult. At the end, I was rushed to leave.) It can be seen that a marketer who lacks confidence is not able to persuade the client to do the work.
Self-challenge awareness. Sales managers should have this awareness especially when they give themselves indicators and tasks. People often think of sales managers as pioneers in their own country, which means that sales managers have to take more responsibility than others. For example, when a brand enters the market, the price is more sensitive. At this time, the sales manager should convince himself that the price war does not have much benefit for the long-term development of the brand, and more services are needed to drive the market. Sales managers need to have a certain strategic sense.
Self-summary ability. What is good, what is bad, what should be done, what should not be done, what are the benefits of doing this, what are the consequences of not doing it... all sales personnel should record in time And sorted out, this summary has a very important significance for the further development of the work. For example, (a case description) (Ai is a staff member of a famous company. When he first entered the sales department of the company, he always thought that he was very talented and never summed up his own gains and losses. In the early stage of performance, it was quite good. After being listed as a spear, but after reducing his investment in work, he never took notes and summed up himself. He soon fell in performance and disappeared into the list of people. Since experiencing this, Aizu began to know his business weaknesses. , began to organize their own gains and losses, and each time they talked with customers, they made a summary. Soon appeared in the company's business list,)
In addition, their own mentality, professionalism and desire for success are the basic conditions for a persuasive sales concept.
Positionable
It can be said that this is a core issue in the persuasive sales concept. Without a good positioning, it is impossible to grasp the overall situation and create a larger value of the core business. In reality, this positioning is reflected in the positioning of shallow customers, the positioning of deep customers, and the positioning of combined customers.
Shallow customer positioning, that is, what kind of impression the customer has after making a full-scale inspection of you, this is a key part of making an order. Many sales people complained after the cooperation failed. I did a good job. Why didn't I take the order? Because you ignore the customer's basic positioning. In fact, the customer's judgment is not the same as the judgment of the partner's personnel. So what you have to do is to understand the customer's metrics, not to think about it from your perspective. Usually the other party will consider whether to cooperate with you from these aspects:
Your image (refers to your appearance, wearing, temperament, quality): In the eyes of the customer, your image represents the company, and any customer will not do business with a poor image, because in the deep understanding of the customer Your company is also very poor, so you map directly to the company and affect the company.
Your upbringing: At the customer, you should try to take your temperament out. Especially when dealing with foreign customers, don't go to some sales people to the customer, the station does not stand, do not do the same, remember to sit in the chair to sit half, do not sit on it, this is also very important, from the small things The customer can position you and take a shot to knock you down.
Expertise: Knowledgeable customers will ask a lot of professional questions, and many sales people are only half-baked. What if you are in this state? Tell them honestly that they have just come to the company, or they can go back to the company to ask for details and then tell them. Sometimes, honesty can impress customers. But remember, professional knowledge must be constantly added, adding weight to the customer.
Amateur knowledge: Sales people encounter and customers are very different. For example, if I have a large number of female clients and most of them are white-collar women, then in order to communicate well with them, I may need to learn more about clothing and makeup. And you have to pay attention, as a female client you have to learn to listen, be an audience. (At FOX, the gift industry is responsible for women in this area. When they start dealing with them, he thinks that as long as I am good at words, I will definitely win customers. I don’t know, female customers are special consumer groups. The usual method is definitely not working. FOX will soon be passive, there is no way to open the situation, it will be hard to understand, why will it fail? The reason is: do not understand the female consumer psychology. Second: women like to be recognized by others, so Pay attention to listening to them)
Your understanding of him: I have always advocated considering the problem from the customer's perspective. For example, my Jitong customers are coming home very late. At this time, we usually discuss the plan very late. My company has received their long-term support. (The actual case description) It can be seen that the more you understand the customer, the more support the customer has for you.
So what should we pay attention to behind the positioning of shallow customers?
Deep customer positioning The so-called deep customer positioning usually refers to the customer's advanced positioning.
Emphasizing professionalism (tomas is Dwyer's marketing manager, he is very annoyed every day in his work, he has to make an appointment every time he meets, so when he attends the manager's discussion, he clearly points out the salesperson It is sure to grasp the communication time with the customer. Generally speaking, the manager level: 5-10 minutes; the commissioner level: 10-15 minutes; the larger value should not exceed 20 minutes, and it is organized to tell each key point. Highlight the key projects. Pay attention to efficiency, don't talk, don't know the primary and secondary. There are often some salespeople who talk to three to four in front of professional customers. The result is that the customer is impatient, and the list is also PASS.)
For example, there are only five minutes in GESTETNER, so we need to learn to be organized, highlight key projects, and don't talk about the primary and secondary. Often some sales people talk three to four in front of professional customers. The result is that the customer is impatient, and the list is also PASS.
You can't ignore authority. This is ignored by many sales people, I don't know how to use authority. (Authority is a flag. It is a signboard, the well-known advertisement of Gao Lujie's National Dental Prevention Group, and Pantene's Vitamin B5. Why is this used to improve their reputation and invade the consumer culture? When customers talk, they improve the order of their products, and the brand effect emphasizes culture. Each company has its own culture. In this respect, foreign companies are especially obvious. German companies are known for their rigor, so they value the quality of the company. When they sign a contract, the other party usually adds a lot of quality requirements to the contract. However, if the US company does a good product, they will not easily change the supplier. The British, Japanese, and Korean companies also have outstanding cultural characteristics. .
Emphasis on continuity. Sales is all-weather work. The senior positioning of customers is a one-to-many mapping. One is the embodiment of the company culture. One is the hidden customer. There will be customers behind the customer, so we must consider the whole when doing each customer. Each customer is a customer group, and there are customers behind the customer, each of which is continuous.
Combining targeted customers (incorporating the positioning of deep and shallow customers into one target group) (What is a combined positioning customer?)
Popularity
When talking about customers, we must pay attention to the popularity of customers. (Use case to explain the popularity) (Xiangyun is a software salesperson of a company, mainly doing integration software, his customer group is a state-owned enterprise, which also determines that her sales road is rugged, and it is difficult to get on the road. Qingtian, her clients are more afraid of taking responsibility, so often every decision may be for everyone to discuss, or to find together, to see who is better, so the more people discuss, the harder it is to make this order, because it is difficult to adjust So in the face of mass, she wants to attack her heart and mess with her.)
Transparency (the term is explained) (in the persuasive view of sales, its customer positioning is more obvious, all public) mainly refers to
When making government bids or group purchases, when it refers to its large orders, customers will often issue bids, so that customers will openly bid, and choose one or two from them. I know that GESTETNER attaches great importance to bids, which is the long-term customer of the company. I will get an order for one year, so any salesperson should know about this, 1. Pay attention to the image of the company, 2. The company's reputation. 3. The public image of the company. 4. The price of the company. These four aspects are more important. Of course, the actual project or company will not be profitable, but it can make the company authoritative. It is both a consideration of the overall situation and cooperation with the government. The benefits are certainly not small.
Communicative Persuasive sales concept communication is closed to everyone
You will encounter some customers who are difficult to communicate, completely separating your inner world from him. Let you not know what he is thinking, this is the closedness of communication with customers, which requires us to encourage each other, to say more benefits, let him know that he made this decision, is beneficial to him.
2. Persuasive sales concept communication is open
Once I went to Kingdee, and happened to run into the business of their sales executive. This person is very talkative, a historical fan, talking about ancient Chinese history, talking about the Renaissance, talking about World War II, so I will be wasted in an afternoon. It is. Therefore, sales personnel should pay attention to this situation, it is necessary to transfer the topic in time to prevent being taken away by customers.
Note: Do not follow the customer, so that you are more likely to fall into the trap of the customer; wait for the opportunity to move, find out the other party's intentions; identify the customer to achieve the ideological resonance.
3. Persuasive sales concept communication has affinity (by case description) Through the above mapping, we see the more important nature of customer communication, its affinity, whether it is the singer, the emotion, the singer There is no affinity for it. (The flight attendants in Southwest Airlines of China are examples of our affinity learning. They use smiles to influence customers every day. In their smiles, they use their enthusiasm to fill the company's services. , to make laughter first, treat people with courtesy.
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