1. Money

Almost everyone is interested in money, and ways to save money and make money can easily arouse the interest of customers. For example:

"Manager Zhang, I am here to tell you how your company can save half of its electricity bill."

"Director Wang, our machine is faster and faster than your current machine. It consumes less power and is more accurate, which can reduce your production costs. ”

“Director Chen, are you willing to save 50,000 yuan on towel production every year?” p>

2. Sincere compliments

Everyone likes to hear nice words, and customers are no exception. Therefore, compliments become a good way to approach customers.

When praising potential customers, you must identify characteristics that others may overlook, and let potential customers know that your words are sincere.

If the compliment is not sincere, it will become flattery, which of course will not have a good effect.

Praise is more difficult than flattery. It requires thinking first, not only sincerity, but also the established goal and sincerity.

"Mr. Wang, your house is so beautiful." This sentence sounds like flattery. "Mr. Wang, the hall of your house is really uniquely designed."

This sentence is a compliment.

Below are two examples of opening statements that compliment clients.

"Manager Lin, I heard Mr. Zhang from Huamei Garment Factory say that doing business with you is the most enjoyable experience. He praised you as an enthusiastic and cheerful person."

" Congratulations, Mr. Li, I just saw your news in the newspaper. Congratulations on being selected as one of the top ten outstanding entrepreneurs. ”

3. Use curiosity

Modern Psychology. It shows that curiosity is one of the basic motivations of human behavior. Professor Liu Anyan of Jackson State University in the United States said, "Exploration and curiosity seem to be the nature of ordinary people. Mysterious and mysterious things are often the objects of attention that everyone is familiar with and concerned about." Those customers who are not familiar with,

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Things that are unknown, unfamiliar or different often attract people's attention. Salesmen can use the curiosity that everyone has to attract

the attention of customers.

A salesman said to the customer: "Lao Li, do you know what the laziest thing in the world is?" The customer was confused, but also very curious.

The salesman continued, "It's the money you are hiding that you don't use. They could have bought our air conditioners to keep you cool in the summer."

A carpet The salesman said to the customer: "It only costs 16 cents a day to have your bedroom covered with carpet." The customer was surprised.

The salesman continued: "Your bedroom is 12 square meters." Meter, the price of our carpet is 24.8 yuan per square meter, so it costs 297.6 yuan.

Our carpet can be laid for 5 years, 365 days a year, so the average daily cost is only 16 cents.”

The salesman creates a mysterious atmosphere to arouse the curiosity of the other party, and then skillfully introduces the product to the customer while answering questions.

4. Mention an influential third party

Tell the customer that it was a third party (the customer's relatives and friends) who asked you to come to him. This is a roundabout tactic, because everyone has the mentality of "looking at the Buddha without looking at the monk's face", so most people are very polite to salesmen introduced by relatives and friends. For example:

"Mr. He, your friend Mr. Zhang Anping asked me to come to you. He thinks you may be interested in our printing machinery, because these products have brought many benefits to his company. Convenient. ”

Although it is very effective to promote your own methods under the banner of others, you must pay attention to the fact that it must be true and you must not make it up yourself, otherwise, once the customer looks it up, If you look at it right, it's time to show off your flaws.

In order to win the trust of customers, it will be more effective if you can show the referrer's business card or letter of introduction

5. Give examples of famous companies or people

People's Purchasing behavior is often influenced by other people. If salesmen can grasp the psychology of customers and make good use of it, they will definitely get good results.

"Director Li, after Mr. Zhang of XX company adopted our suggestions, the company's business situation has improved greatly."

Give famous companies or people as examples, you can Strengthen your own momentum, especially if the example you give happens to be a company that customers admire or has the same nature, the effect will be more significant.

6. Ask questions

Salesmen ask questions directly to customers and use the questions they ask to attract customers' attention and interest. For example:

"Director Zhang, what do you think are the main factors affecting the quality of your factory's products?" Product quality is naturally one of the issues that the factory director is most concerned about. A salesman's question will undoubtedly lead to The other party gradually enters the interview.

When using this technique, it should be noted that the questions asked by the salesperson should be the issues that the other party is most concerned about. The questions must be clear and specific, and cannot be unclear or ambiguous. Otherwise, it will be difficult to attract the customer's attention. .

7. Provide information to customers

Salesmen provide customers with some information that is helpful to customers, such as market conditions, new technologies, new product knowledge, etc., which will arouse customers' interest. Notice. This requires salesmen to stand in the customer's position, think about the customer, read newspapers and periodicals as much as possible, grasp market trends, enrich their knowledge, and train themselves to become experts in their own industry. Customers may be indifferent to salesmen, but they have great respect for experts. For example, you say to the customer: "I saw a new technological invention in such and such a publication, which I think will be very useful to your factory."

The salesperson provided information to the customer and cared about the customer's interests. , and also gained the respect and favor of customers.

.Performance display

Salesmen use various dramatic movements to demonstrate the features of the product, which can best attract customers' attention.

After seeing the customer, a salesman of fire-fighting supplies was not in a hurry to speak. Instead, he took out a fire-proof clothing from his bag, put it into a large paper bag, and immediately lit the paper bag with fire. After the paper bag was burned, the clothes inside were still intact. This dramatic performance aroused great interest among customers. A salesperson selling high-end ties will have no effect just by saying: "This is a high-end Jinzhong brand tie." However, if he crumples the tie into a ball and then flattens it easily and says, "This is a high-end Jinzhong brand tie," it will work. Make a lasting impression.

9. Use products

Salesmen use the products they sell to attract customers' attention and interest. The biggest feature of this method is to let the product introduce itself. Use the power of your product to attract customers.

When the director of a township enterprise in Henan Province placed the leather shoes with novel designs and exquisite workmanship produced by the factory on the desk of the manager of Zhengzhou Hualian Commercial Building, the manager couldn't help but his eyes lit up and asked: "Where are they made?" "How much does a pair cost?" The salesmen from Guangzhou Watch Case Factory went to Shanghai Watch Factory No. 3 to sell products. They prepared a product box with a variety of beautifully crafted new products. They opened the box without saying much after entering. , attracting customers immediately.

10. Ask customers for advice

Salesmen use the method of asking customers for advice to attract customers' attention.

Some people like to be teachers and always like to guide, educate others, or show off themselves. The salesman deliberately looks for questions that he does not understand, or asks the customer for advice while pretending not to understand. Ordinary customers will not reject a salesperson who asks for advice humbly. For example:

"Mr. Wang, you are an expert in computers. This is a new computer developed by our company. Please guide me. Are there any problems in the design?" After receiving such praise, the other party will After receiving the computer information and flipping through it, once you are attracted by the advanced technical performance of the computer, the promotion will be successful.

11. Salesmen should strive to create new sales methods and sales styles, and use novel methods to attract customers' attention. A Japanese life insurance salesman printed the number "76600" on his business card. The customer was surprised and asked: "What does this number mean?" The salesman asked: "How many meals have you eaten in your life?" Almost none A customer can answer, and the salesman continued: "76,600 meals? Assuming that the retirement age is 55 years old, based on the average life span of Japanese people, you will not have 19 years of meals left, that is, 20,805 meals."

The salesman used a novel business card to attract the customer's attention.

12. Use gifts

Everyone has the mentality of being greedy for petty gains, and gifts take advantage of this human psychology for promotion. Few people will refuse free things. Use gifts as a stepping stone, which is both fresh and practical.

Dr. Goldman, the most authoritative sales expert in the contemporary world, emphasized that in face-to-face sales, it is very important to say the first sentence well. Customers listen much more carefully to the first sentence than to subsequent sentences. After hearing the first sentence, many customers consciously or unconsciously decide whether to send the salesman away as soon as possible or continue the conversation. Therefore, salesmen must grab the customer's attention as soon as possible to ensure the smooth progress of the sales visit.

20 rules for successful customer acquisition

1. Hypothetical question syntax:

Meaning: Ask customers about the final benefits or results of the product in the form of questions .

For example: If there is a method that can help you increase your profit by 3,000 yuan per month or save 3,000 yuan in expenses, would you be interested in learning about it?

2. Hypothetical transaction method:

Meaning: After introducing the features of your product, ask a question that assumes the transaction has been completed.

Example: "Suppose you want to buy my car. Do you want it white or black?"

Note: All questions assume that the customer has decided to buy. .

3. Visual selling method:

Meaning: Let your customers see or think about the scene after purchasing your product and what using your product can bring to him. interests.

For example: "Please imagine that you are driving this BMW and waiting at an intersection with several other cars. When the red light turns green, you are the first to rush out. , what kind of feeling would that be? ”

4. Hypothetical resistance method:

For example: “Are you worried about product quality?” If the customer says “Yes” ", you can say: "If quality is not an issue, do you have no problem?" The customer may also say "price is a problem," and then ask: "If price is not an issue, do you have no problem?" Until the customer really resists.

5. Anti-customer-oriented method:

Meaning: Turn the customer's resistance to not buying your product into the reason why he should buy the product, and then persuade the customer to buy it.

For example: When the customer says that he has no time, you can reply: "It is because you have no time that I want to spend 10 minutes to visit you, because during the 10 minutes when I visit you, The information I provide you can help you work more efficiently and get greater output. I think this is the best way for people who have no time. ”

6. Interruption connection method:

Meaning: When a person is in the process of inertial neurological thinking or inertial behavior, if this inertia is suddenly interrupted, he will be easily I accept your suggestions or opinions and think they make sense.

7. Prompt guidance method:

Example: When a customer negotiates the price with you, you can say: "Sir, when you are considering the price, it will remind you of the product. The quality and after-sales service are also very important, don’t you think so?

Steps: ① Use language to describe your customer’s current mental state, physical state, thinking state or environmental state; ② Add prompts and guidance words. -----"It will make you, it will make you"; ③Add the direction you want your customer's attention to shift

8. Heart anchor establishment method:

Meaning: Use the anchor (the "scene" in "touch the scene") to build a good relationship with the customer and complete the sales process.

Example: A salesperson attaches something to a customer every time. The last joke will make customers feel happy every time they see his email, so they will have a better impression of this salesperson, and future business will be much easier.

9. Uncertain conclusion method:

Time to apply: When the customer is hesitant

Example: You can say: "This dress suits you very well, but it may not fit in your size. It's sold out, please wait and I'll check if it's still available. "Oh, you're so lucky, there's just one last piece left in this size." ”

Notes: “What you can’t get is good” improves customers’ willingness to buy.

10. Summary and conclusion method:

Meaning: End of introduction When talking about the product, take a few minutes to repeat all the benefits and advantages of the product to deepen the customer's impression.

Note: 80% of the attention should be focused on emphasizing that the customer cares and is most interested. One or two purchase interest points, and constantly emphasize the point that the customer is most interested in.

11. Pet conclusion method:

Meaning: Let customers actually touch or try you. The products sold make them feel in their hearts that the products already belong to them.

For example: "It doesn't matter. You don't need to rush to buy it first. You can take the product back and try it out for two or three days. If Don't like sending it back. ”

Note: Let customers fully appreciate the advantages of the product during the trial and arouse their desire for possession.

12. Franklin’s Conclusion:

Example: Take out a piece of paper and write the benefits and advantages of your product on it. The more the better, then give the pen to the customer and let him write the disadvantages of buying your product.

13. Extended conclusion method:

Meaning: Extend the benefits of the product to make your customers feel that buying your product is worth the money.

Example: “Ours. The products are more expensive than others, but our products can last two years longer than theirs. Which one do you think is more suitable to buy? "

14. Order conclusion method:

Example: Whenever talking to a customer, casually ask: "Do you like this product red or black? "Wait for questions and fill in the order accordingly. After filling in, ask questions using the hypothetical transaction method."

Note: When you first take out the order, try your best to ease the customer's nervousness.

15. Metaphorical conclusion method:

Meaning: Tell a persuasive story that is close to life to relieve customers’ resistance to purchase.

For example: When a car salesperson encounters a customer complaining about high prices, he can say: "Some time ago, a customer of mine bought a car with a lower safety factor in order to save money. I had a car accident and am still lying in the hospital. Which one is more important, life or 20,000 yuan?

16. Doorknob conclusion method:

Example: Put your hand on the doorknob? on, turn back and ask: “Before I leave, could you please do me a favor and tell me the reason why you don’t buy my product so I can improve it in the future? "Customers will often express their true resistance to purchase, so that you can go back and relieve his resistance.

17. Forced transaction method:

Meaning: when When a procrastinating customer is hesitant, use external pressure to force him to buy.

For example: When encountering this situation, you can take out a formal contract and send it to him: "Sir, these are the items. After our first meeting, you already know my products very well, and I have given you satisfactory answers. Now it is time for you to sign the order, don't hesitate any longer. "After speaking, hand the contract to him.

18. Note: After finishing speaking, do not make any sound to put pressure on the other party with silence.

18. Problem conclusion method:

Meaning: Design a series of interrelated questions that can only be answered with "yes" to ask the customer, so that the customer will develop an inertia. When you ask the last question, he will feel good inexplicably. , makes sense.

Note: Avoid using absolute words, such as definitely, absolutely, 100%, etc.

19. Contrast conclusion:

Meaning: Describe a product or price that is very difficult to accept to change the image of the original product in the minds of customers, making the customer feel that the original product is more acceptable.

20. Customer referral method:

Example: Before leaving the customer, ask: "Sir/Ms., can you introduce me to 2 or 3 relatives or friends who may be interested in my products? "Can you tell me their contact information?" "", Among them, who should I visit first? ” and so on.

Note: No matter whether you buy or not, ask him to refer you. It will be more effective if you can cooperate with the problem conclusion method.

The strategies and strategies of personal selling in the marketing process Tips

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1. Characteristics of personal selling:

1. Advantages:

(1) The method is flexible and the operation is flexible. Personal selling can maintain direct contact with customers. Based on the desires, needs, motivations and behaviors of various customers, necessary coordinated actions can be taken in a targeted manner. At the same time, it is also convenient to observe customer reactions, adjust promotion plans and content in a timely manner, and provide timely answers and solutions to customer comments or questions.

(2) Sales are efficient and easy to conclude. Personal selling allows you to research and select potential future customers, and make reservations by phone or fax to determine the sales targets for on-site sales. The goal is clear, sales results are easily achieved, and unnecessary waste of funds and time can be reduced to a minimum.

(3) In addition to serving as a salesperson for multiple products (services), they can also serve as other marketing functions. In addition to sales work, you can also provide information consulting services, collect customer intelligence, market research, develop outlets, and help customers solve commercial matters.

2. Disadvantages:

When When the market is vast and dispersed, the cost of marketing is high and it is difficult to manage too many people. At the same time, ideal sales personnel are not easy to find. Therefore, in addition to focusing on the selection and training of sales personnel, other sales methods are also effective supplements.

2. Tasks of personal selling:

① Anticipate new customers and open up new customer markets. The important thing is to find and discover potential customers, attract new customers, and open up new markets. Increase market share.

② Deliver information to customers. We must be good at conveying the product (service) information of Zhongxiaoyan to actual and potential customers, and strive to increase the visibility of Zhongxiaoyan and its products (services) among customers.

③Promote products and provide services. Flexibly use various promotion methods to achieve the purpose of marketing products and services.

④Engage in market research and collect intelligence. Salespeople have direct contact with customers and can promptly collect their opinions, requirements and suggestions, as well as competitors' situations and new market trends. Sales personnel must report the collected intelligence and information to the decision-making level of the center in a timely manner.

⑤Coordinate and balance products or services to adjust surpluses and deficiencies. Sales personnel must closely cooperate with the coordination work of internal management to make products or services balanced and orderly, avoid waste of resources, and adapt to market changes.

3. Quality requirements for sales personnel:

Sales personnel are not only representatives of China Consumer Research, but also consultants to customers. Therefore, they must have good service spirit, work style, business knowledge and sales promotion skills. Have good qualities and conditions in skills and other aspects.

(1) Quality

Be sincere, enthusiastic, courteous and courteous to customers. You must have the spirit of serving customers wholeheartedly, and you must have a high sense of responsibility. You must be responsible for all your words and deeds for Zhongxiaoyan, and you will never allow any behavior that damages the image of Zhongxiaoyan. Abide by disciplines and laws, do not seek benefits for others, and do not engage in extravagance and waste.

(2) Psychological qualities

An excellent salesperson must have good psychological qualities, which mainly include: 1. Extroverted personality. Salespeople should be extroverted people, which is conducive to communication and contact between people. 2. Have tolerance. Salespeople must have a certain tolerance and patience to be competent at this job. Because it is not uncommon to be turned away by customers. 3. Have strong perseverance and ambition. Only those with strong perseverance and perseverance can overcome unexpected and unforeseen difficulties and better complete the sales task. 4. Have a sense of humor. Humor can help people break deadlocks, get out of trouble, increase their influence, and thereby shorten the distance between negotiating parties.

(3) Business qualities

1. Keen insight. That is to say, they have a high degree of professional sensitivity to market conditions, can "see the smallest details", and have scientific forecasting capabilities.

2. Rich knowledge. Should have broad knowledge and profound knowledge. Must have market knowledge, customer knowledge, product knowledge and corporate knowledge, etc.

3. Excellent social skills. You must learn to persuade, be good at listening, and be able to get along well with people of various personalities.

(4) Physical fitness

You must have a strong physique and a sound and flexible brain to maintain strong energy.

4. Strategies and techniques of personal selling:

(1) Sales strategy:

1. Heuristic strategy, also known as stimulus-response strategy. It is to test the customer by preparing what to say in advance without understanding the customer's needs. At the same time, pay close attention to the other party's reaction, and then explain or promote based on the reaction.

2. Targeted strategy, also known as coordination-deal strategy. The characteristic of this strategy is to have a basic understanding of certain aspects of the customer's needs in advance, and then "persuad" in a targeted manner. When the "ideas" are mentioned and the customers are excited, it is possible to facilitate the transaction.

3. Inductive strategy, also called inducement-satisfaction strategy. This is a kind of creative promotion, that is, first try to arouse customer needs, and then explain that the service product I am selling can better meet this need. This strategy requires salespeople to have high sales skills and close the deal "unknowingly".

(2) Sales skills:

1. Door-to-door sales skills. (1) Find the right person to visit. You can look for important clues through commercial information brochures or public advertising media, or you can go to shopping malls, sales departments and other commercial outlets to look for customer names, addresses, phone numbers, products and trademarks.

(2) Make preparations before door-to-door sales. In particular, you must be very familiar with, fully understand and remember the development status of China Consumer Research and the content and materials of products and services, so that you can answer all questions when selling; at the same time, you must know the basic situation of the customer. You should have a certain understanding of the requirements. (3) Master the method of "opening the door", that is, you must choose the time to come to the door to avoid being "closed". You can use telephone, fax, email and other means to talk in advance or send text materials to the other party and make an appointment for the time and place of the interview. You can also use strategies such as asking acquaintances for introductions, business cards to clear the way, and making friends with relevant personnel to win the welcome of customers. (4) Grasp the appropriate transaction timing. You should be good at understanding the emotions of customers. When leaving good impression and trust on customers, you should seize the opportunity to launch an "attack" and strive to sign a contract and close the deal. (5) Learn the art of sales pitch.

2. The art of negotiation. First of all, pay attention to your appearance and dress to give customers a good impression; at the same time, you must be civilized, polite, and well-educated in your words and deeds, and be steady but not rigid, lively but not frivolous, humble but not inferior, and straightforward but not reckless , Agile but not reckless. At the beginning of the negotiation, the salesperson should skillfully turn the conversation to the topic in a natural, relaxed and timely manner. You can use methods such as concern, praise, asking for advice, showing off, and discussion to enter the topic and smoothly propose the content of the negotiation to attract the customer's attention and interest. During the negotiation process, salespeople should speak modestly and carefully, pay attention to allowing customers to talk more, listen carefully, express concern and interest, and respond positively. When encountering obstacles, analyze carefully, persuade patiently, eliminate doubts, and strive for successful sales. During the conversation, the language should be objective and comprehensive. It should not only explain the advantages, but also truthfully reflect the shortcomings. Avoid high-level talk and "selling melons" to make customers feel disgusted or distrustful. After the negotiation is successful, the salesperson should not leave in a hurry. Doing so will make the other party mistakenly think that he has been cheated, which will make the customer regret the breach of contract. You should use a friendly attitude and clever methods to congratulate the customer on a good deal, and guide the other party to do the important details and other matters needing attention in the contract.

3. Skills in eliminating sales obstacles. (1) Eliminate obstacles to customer objections. If you find that the customer is hesitant to speak, you should take the initiative to speak 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 prejudices that are difficult to correct at the moment, the topic can be changed. For malicious objections, you can "pretend to be deaf and dumb". (2) Eliminate price barriers. When customers think the price is too high, the features and value of the products and services should be fully introduced and displayed to make customers feel "you get what you pay for"; for low prices, the reasons for low pricing should be introduced to make customers feel good quality. Cheap. (3) Eliminate the obstacles of habitual power. 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.

Attachment: Talk about how to do dialectical marketing and strive to get twice the result with half the effort

1. Difficult things to talk about are good things

In marketing work, what marketers fear most is Knowing that there was a need for space, he planned carefully, and then approached him with a smile on his face, but the other party did not appreciate it and was as cold as ice every time he went there. But if you think about it dialectically, it is difficult to talk to customers, which means that the other party has high requirements for the quality of our products and services. Correspondingly, its reputation is good, and things that are difficult to talk about are actually good things.

2. One point and one market

When running marketing, the first thing is to find a foothold. Whenever you go to a place, you should first read the phone book, copy down the relevant address, and immediately send (send) a product introduction to Shangzhong Consumer Research Service to leave a little impression on the other party in advance. On this basis, select key marketing targets based on “what you do and what you don’t do”.

3. Marketing is no extraneous matter

Marketing is not sales. Marketers must pay attention to the production link, sales link, after-sales link, as well as related or seemingly unrelated matters. , marketers have nothing to do. If you focus on sales, the road to the market will become narrower and narrower.

Marketers are on the front line of the market and have early and accurate access to information and market demands.

Whenever changes occur, they should be discovered, verified, and fed back in a timely manner, which will serve as a reference for China Consumer Research to adjust its product and service structure in a targeted manner.

4. Change shortcomings and overcome difficulties

A new marketer usually has the following shortcomings: fear of withdrawal, lack of motivation, anticlimactic results, waste of time, forced selling, causing trouble, Resentment, eagerness for success, carelessness, etc.

Therefore, it is particularly important for training departments or marketing executives to adopt effective educational methods for these defective marketers. For example, for fearful and withdrawn salespeople, we must first help them build self-confidence and eliminate fear. Secondly, affirm its strengths, point out its problems, and provide solutions. Thirdly, accompany the marketing training or on-site customer marketing to make them act calmly, from easy to difficult, and then gradually get better. Finally, impart product knowledge and train them in marketing techniques.