Chapter 6 Chapter 5 How to Make Every Order Absolutely Closed
Launch a psychological offensive and speak to the heart of the customer:
Sales is the process by which salespeople sell goods or services to those customers who need them through communication.In other words, the sales process is a process of dealing with people.Lessons from countless failures, coupled with countless deep thinking, sales to the end, in fact, is a psychological contest.Language is the best key to open the door of the other party's heart. Only by starting the dialogue from the "heart" and speaking to the other party's heart can every order be absolutely closed.
When you sell, you need to gain the trust of customers.It's the same with speeches, if your audience trusts you, they will believe what you have to say; if they don't, they won't believe what you have to say.It can be said that trust has little to do with the content of the speech, but is closely related to the customer's impression of the salesman. It is this feeling that affects the customer's judgment and decision. That is to say, if we want customers to trust us, we must first gain his trust.So, how to gain the trust of customers?I list some methods below, hoping to help salesmen. Some salesmen feel very unhappy after being questioned or corrected by customers.We always wishful thinking that we should and have been trusted by others. Even if someone expresses distrust to you, don't be offended by it.Just think about it, now our TV, newspapers, and even the streets are full of false information and advertisements everywhere, if people believe all of them, how bad it will be? Therefore, never assume that customers believe in you, unless the other party shows that, otherwise do everything you can to prove to the other party that you are worthy of trust. Tell the customer that he's not alone, that his thinking is not weird at all, and then convince him with candor until he believes it. Salesmen should avoid talking with a straight face, and don't regard selling to strangers as "business affairs", but consider it as a friendly conversation between friends. Conducted as a friend, the conversation means that your pitch is a suggestion, not an order or a request, neither of which is advisable for a pitch.Only when you regard the other party as a friend, the other party will also treat you as a friend, and will not treat you with a condescending attitude. Thinking of each other as a friend and thinking of customers sincerely will bring you unexpected results.Because only in this way, the other party can experience the warmth like a friend, and thus have a sense of trust in you. I have said this method before, in fact, its real role is also here - to gain the trust of customers. Many years ago, an advertising company used this method in an advertisement for extended cigarettes to gain the trust of customers.In their advertisements, they directly pointed out the various disadvantages of extended cigarettes, such as easy to touch other people's cheeks, inconvenient to carry, etc., and achieved good results. What this method does is that it earns people's trust in a way that is frank about its shortcomings.When you tell customers the disadvantages of your product, they will think you are more objective, so they will be more likely to believe your advantages. Facts have proved that precise figures are far more convincing than general figures.People don't really care where your numbers come from, except that the fact that those numbers are so precise proves that they were carefully and objectively analyzed. The staff at Ivory Soaps are well aware of the secrets of this method, and when they promote it, they have been emphasizing the fact that they are 99.44% pure. We don't care what the numbers really mean, even if they say they are 100% pure, we don't care what, but we think that the precise number is more trustworthy, and we think they are indeed trustworthy. Salesmen are, to a large extent, selling themselves.Whether customers trust the advantages of the product depends to a certain extent on you and the methods you adopt. Therefore, it is necessary for you to win the trust of customers personally by changing your image. One way is to dress like a successful person.The same is to sell a product, would you rather believe what a man in rags said, or would you believe what a well-dressed man said?Obviously the latter.This is not only because those who are well-dressed and well-mannered are more pleasing to our eyes, but also because we are more willing to believe that a successful person does not rely on performance and kickbacks to make a living. Another way is to speak with grace.Be as graceful as possible, which may earn you more trust.Of course, we are more willing to believe what a well-spoken person says, because his point of view may be more objective and comprehensive.Feelings may be more important to customers than actual content. The average salesman is secretive about the benefits he will get in the transaction, and it seems that he will lose something after confessing to the customer.In fact, even if the salesman tells the customer this kind of personal thing, the salesman will lose nothing, but will win the trust of the customer. When a salesman was selling a house to a customer, he said to the customer: "To tell you the truth, I can get a 1% commission from this transaction; if you don't buy this house, of course I will lose this opportunity to make money. But your loss will be greater because you will also lose an opportunity to spend less. That way, we lose both." After hearing such words, the client actually slowly changed his mind, which is the benefit of confession.
Only by mastering the initiative of communication can we finally achieve the goal of persuading the other party.Just like most salesmen, when they sell their products to customers, they often cannot grasp the initiative of speaking, which leads to the failure of the final conversation. A book salesman knocked on the door of a family and said to a wife: "Madam, our books are of very good quality and the binding is also very beautiful. Do you think there is anything you need?" What kind of reaction will there be?In most cases, the salesman's response was, "No!" and the door was closed.It can be seen that such a salesman is not a good salesman. Then, as an excellent salesman, he will better understand the art of speaking when selling.Let us speculate on the sales of a good salesman. Salesman: "Good morning, ma'am! Are all your children in school?" A Mrs.: "Yes." Salesman: "What grade is your child in?" A certain wife: "The older one is in fifth grade, and the younger one is in second grade." Salesman: "They must all be smart?" Mrs. A: "Yes, of course." Salesman: "Do they usually like to read books?" A certain wife: "Sometimes." Salesman: "I think I have some books they might like..." We can imagine that the salesman's probability of success should be very high.Why?Because he has mastered the art of selling very well and controlled the topic well during the conversation. If you want our conversation to be a fruitful conversation, then you have to find ways to guide the other party, or ask clever questions, or choose a topic that the other party is interested in, and secretly lead the conversation in the direction we expect, so that we can persuade other side. President Hoover's taciturnity discouraged many reporters, and it was almost impossible to get words out of his mouth.But a Chicago reporter did it easily and got President Hoover talking for more than two hours. At that time, Hoover was the Republican presidential candidate.The young reporter Liniti happened to take the same train with him and got the chance to interview him.At first, when Liniti asked some questions, Hoover always answered simply "yes" or "no" and then fell into long meditation.Linetti felt embarrassed, although he had known Hoover's habits for a long time.He had to ask questions while figuring out how to deal with the situation. As the train passed through poor and desolate Nevada, Linetti suddenly thought of a good topic.Looking out the window, he seemed to say to himself: "In this place, people should still use that ancient method of mining?" At this time, Hoover immediately said: "That method has long been used. , and now the whole country is adopting the latest mining methods.” Then, Hoover’s chatterbox seemed to be opened, and he talked endlessly, from mining to oil, from aviation to postal service… At that time, those who sat with Hoover The people on the first train were all famous people, but Hoover ignored them, but talked to Linetti for more than two hours. Liniti was originally an unknown reporter, but because he talked with President Hoover on a suitable topic, he became the reporter who had the longest conversation with President Hoover.Topics, it seems, do play a vital role in conversation.If you do not find a suitable topic, it is not difficult to imagine that the result of the conversation will not be ideal. Effectively controlling the topic is indeed very important to persuade a person.Socrates is famous for being good at words. The question and answer method he created has enduring charm and has become a classic way of conversation.The core content of the question-and-answer method is that when we are talking with people, if we want to persuade the other party, when we inevitably face some divergent topics, we need to discuss the common points of this topic (as opposed to differences) on the topic. Take control and make the other party answer in the affirmative step by step.In this way, the conversation can be steered in our favor. Let's take a look at how sales experts use this method to successfully persuade others. Carl is a salesman for an automobile company. The following is a conversation he had with a client. Carl: "Hello, would you be interested in taking a look at our company's 4-ton car?" Customer: "We actually already have a 2-ton car, and this suits us better." Carl: "Well, at least for now, a 2-ton car is a better deal than a 4-ton car, isn't it?" Customer: "Exactly." Carl: "May I know what the average load capacity of the car you need is?" Customer: "2 tons." Carl: "Is this an average?" Customer: "It's an average." Carl: "Well, that means you could potentially use it to ship more than 2 tons, right?" Customer: "Yes." Carl: "If you're driving over hilly terrain with more than two tons of cargo, your car is under more stress than normal, isn't it?" Customer: "That's true, and it's normal because we drive a lot in hilly areas." Carl: "As far as I know, winter is generally the peak season for car operations, is that true?" Customer: "Yes. Business is usually very light in summer, but often overloaded in winter." Carl: "Unfortunately, the winters in hilly areas are generally very long." Customer: "Yes." Carl: "So, that is to say, your car is constantly overloaded?" Customer: "That's right." Carl: "This will naturally affect its lifespan, what do you think?" Customer: "Yes." Carl: "So, do you think that if you own two cars and run the 4-ton car in the peak season and the 2-ton car in the off-season, doesn't both cars last longer? ?” Customer: "It seems to be the case." In this way, Carl then got an order.But as we can see from this conversation, at first it looks like the customer doesn't need to buy a car because he already has one, but that's okay.Karl skillfully used persuasion techniques to make the conversation develop in his favor, and finally succeeded.This is the great role of controlling the topic, and this method is also a reference for us.
In sales, the most important point is not how good your product is, but the other party's recognition of you and your product.Generally speaking, this identification is in line with his interests - and only this is the most important. Mr. Eastman, the general manager of Kodak, planned to build the "Gilburn Theater" in memory of his mother.Edison, the manager of the New York Grace Seating Company, wanted to get an order for theater seats, so he went to see Mr. Eastman with the theater architect, Yott. On the way, Yot said to Edison: "I know you really want to get this order, but Mr. Eastman is very busy and has a bad temper. This meeting should not exceed 5 minutes, otherwise you will definitely not get it." This order. You'd better explain the situation as soon as possible and leave quickly." Mr. Eastman was really busy, and when they entered the office he was busy filing papers.He took off his glasses and nodded, and asked, "What do you two do?" Yot introduced Edison.Eddenson was not in a hurry to explain his purpose, but said: "Mr. Eastman, I didn't expect your office to be so beautiful! What a wonderful thing it is to have such an office! To be honest, I've never seen such a beautiful office." He went to the desk and asked, "This desk must be made of English oak, if I'm not mistaken." "Yes," Eastman replied, "imported from England, and a friend of mine who studies wood helped me choose." Addison then praised Mr. Eastman's many collections and expressed his heartfelt admiration for his charitable deeds.Edison guided Eastman to tell his early entrepreneurial history. Eastman fondly recalls his early impoverished days, including his salesmanship for 50 cents.He said that at that time, he worked desperately to make money, just to let his mother who suffered with him live a good life. The minutes passed, and soon it was more than two hours, but Mr. Eastman was in the middle of a conversation.When it was time for lunch, Mr. Eastman invited Eddenson to have dinner with him, and of course Eddenson would not refuse. Edison never mentioned the order.He knew that for Eastman, the matter was now trivial because he had considered Edison as a friend.Later, when Edison was about to leave, Eastman offered to place an order with Edison. It can be seen that Adamson does not seem to have made much effort to persuade Eastman, but he used appropriate topics to make the conversation develop in his favor in a peaceful and pleasant atmosphere, and finally achieved their purpose. Had Adamson not used this method, but had been persuading Eastman, it is conceivable that he would have to leave Eastman's office within five minutes. Catering to the other person's interests is indeed important, because this method can bring the relationship between you and the customer closer and build mutual trust.As we all know, this is extremely important in dealing with strangers.As Edison did, what seemed very difficult turns out to be extremely simple. Many salespeople are tired and frustrated every day, but they don't get much.why?Because they only think about their own needs.They don't know that you and I don't want to buy anything, and if they do, they will definitely go out by themselves.Customers always prefer to buy proactively rather than passively. There was such a story. A few years ago, I lived in a small community called "Forest Hills" in New York.One day, in my haste to the station, I happened to meet a real estate agent.He has been running the real estate business in the vicinity for many years, and he is also very familiar with "Forest Villa".I asked him if he knew if my stucco house was made of rebar or hollow brick, and he said no, and gave me a business card asking me to call him.The next day, I got a letter from this realtor.Did he answer my question in the letter?The problem could have been solved over the phone in a minute, but he didn't.In the letter he still asked me to call him and said he would help me with home insurance. He didn't want to do me a favor, he wanted to do himself a favor. Howard Lucas of Birmingham, Alabama, told me how two salesmen who worked for the same company approached the same transaction: "Several years ago, a few friends and I jointly ran a small company. There is a service office of a big insurance company near our company. The brokers of this insurance company have assigned jurisdictions and are responsible for our area. There are two people, let's call them Carl and John! "Carl passed by my company one morning and mentioned a new life insurance policy for company executives. He thought I might be interested, so he let me know first, after he collected more information. Come over and elaborate. "That same day, after coffee break, John saw us walking on the sidewalk and said, 'Hey Luke, I have some big news for you.' bought a life insurance for executives (exactly the kind Carl mentioned) and he gave some important information and said 'this insurance is up to date, I'm going to ask the head office to send someone tomorrow to detail it Please sign the application form first and I will send it up, so that they can process it quickly.' His enthusiasm aroused our interest. And because the deal is done, I believe that John must have a basic understanding of this insurance. John not only sold us the insurance, but also tripled the number of items he sold. "This business belonged to Carl, but he didn't perform enough to attract our attention, so that John got ahead of him." I have a habit of going fishing in Maine every summer.I like to eat bayberry and butter, but I don't use these things as bait to lure fish into the bait.For the needs of fish, I only use water bugs that they all love to eat as bait. Of course, I can also use bayberry or butter as bait, and put it into the water with a bug or grasshopper at the same time, and then ask the fish for advice: "Hey, which one do you want to eat?" Think, why don't we use the same method to "catch" customers?
Everyone wants to be valued by others, no matter what position he is in, how successful or unsuccessful he is.When selling products, asking others for a favor can make others feel appreciated and respected, so they are more willing to buy your products. Emersel was in charge of selling plumbing and heating materials, and he had been in the business for many years.This time, when he was selling in the Brooklyn area, he encountered a difficult client.Whenever the plumbing dealer saw Emersel, he would yell at him, "Let's go! I don't need anything!" As an excellent salesman, Emersel was not overwhelmed by this difficulty, and he still persisted in selling this client.Later, he thought of a good way to solve this problem, so he walked into the dealer's office again. "I'm not here to sell products," Emersel said, "but to ask you for a favor. Our company is going to set up a branch here, and you happen to be familiar with this place. Do you think our company should Where should we choose the branch office?" The yelling dealer immediately became very friendly and chatted with Emersel at length.By the time he left, Emersel had established a friendship with the dealer in this way and had secured a not-insignificant order. The key to successful trading is that if you want people to buy your product, there is no better way than to let them convince themselves. A few years ago, one of the largest automobile manufacturing companies in the United States was negotiating to order the car seat cloth needed for the next year.Three important manufacturers have already made samples of the pads.These sample fabrics have been inspected by the senior staff of the automobile company, and a notice has been sent to each manufacturer, saying that representatives of each manufacturer can participate in the competition under the same conditions on a certain day, so that the company can finally determine the applicant. Mr. R, the business representative of one of the manufacturers, was suffering from severe laryngitis when he arrived. "When I went to the senior staff meeting," Mr. R said as he recounted his experience to my class, "I was hoarse and I could hardly make a sound. I was led into a room with the textile engineer, the purchasing manager, , the sales manager, and the general manager of the company. I stood up and tried to speak, but I could only make a hoarse voice. They were all sitting around a table. So I wrote on a piece of paper: 'Guys , my voice is hoarse, I can't speak.' "'Let me speak for you.' said the other general manager. He really spoke for me. He showed my samples and praised their merits. There was a lively discussion around the merits of my samples. Discussion. Since the general manager was speaking on my behalf, he was on my side in this discussion, and I just smiled, nodded, and made a few simple gestures throughout. "As a result of this particular meeting, I was awarded this contract for 500,000 yards of upholstery for a total value of $1.6 million—the largest order I have ever received. I know that if my If I'm not hoarse, I might lose that contract because I was wrong about the whole situation. I discovered quite by accident how good it is to let people talk more!" Generally speaking, when you compete with the object of persuasion, each other will have a defensive mentality, especially in a critical juncture.At this time, if you want to succeed in persuasion, you must pay attention to eliminating the defensive psychology of the other party.How to eliminate the defensive psychology?Showing weakness is the most effective way to show that the other party is your trustworthy friend, so as to get help from others and let others speak for you. Most salesmen want to persuade others as soon as possible to let others buy their products out of pocket, but they talk too much about themselves.Do you know them better than they know themselves?If not, why not let the other party speak out?So, when necessary, ask them questions and let them speak for you.Doing so will greatly increase the turnover rate.
What I admire most is the kind of salesman who can sell successfully at any time. Their ability often surprises me.In the process of selling, even if they encounter problems, they will deal with them tactfully and properly. As far as I know, it is this ability that determines whether a salesman can be successful. Sometimes wit is more of an intellectual factor, and we can do nothing about it. We have to admit that some salesmen are geniuses, but we can't become like them. However, for most salesmen, the important possibility is It is not an intellectual factor, but a method problem. I have already talked about the importance of resilience and provided some basic methods. Here we discuss how to use these skills in sales. When selling, many salesmen follow their own pre-conceived sales methods, ignoring the feelings of the other party, as if they are speaking to the wall. In the process of sales promotion, we must always pay attention to the words and deeds of customers, and we must understand the "cryptic language" of various words and deeds.You must first understand these "lingoes" before you can take the necessary steps. Shift the focus of the other party to yourself. The function of this shifting method is to distract the other party's attention and change the focus of the other party's attention. John decided to walk into Henry's office again, hoping to convince him to buy his company's car.Before that, he had tried once, but failed.When he walked into Henry's office, Henry yelled at him, "What are you doing again? I already said I wouldn't buy your company's car." John didn't expect Henry to reject him so unceremoniously, which made him very surprised, but he reacted immediately and said to Henry, "I didn't come to sell you cars. I just heard that your young I used to be a salesman at the time and achieved great success, so I plan to ask you for sales skills." Henry was surprised, but he seemed very happy, so he talked to John about some of his experiences and opinions, and did not finish until John got up to leave. Finally, Henry said to John: "The quality of your company's cars is indeed very good. When you come over next time, please bring me some information about the cars. I want to have a look." When selling products, you will receive unexpected results by taking advantage of unexpected events that occur. A salesman is selling tempered wine glasses to customers.At first, he introduced the characteristics of the product to everyone, and then he planned to give a demonstration: by throwing the tempered wine glass on the concrete floor without breaking it, he explained the difference between this wine glass and ordinary cups.Unfortunately, he happened to be holding a substandard wine glass, which shattered when he threw it on the floor.He had never encountered such a situation before, and it was completely beyond his expectations.Those customers began to whisper to each other, discussing the quality of the wine glasses. "You see," said the clever salesman, recovering his composure after a while, "I'm not going to sell anyone this wine glass." Then, the salesman threw five or six wine glasses, but none of them broke.In this way, the salesman has successfully won the trust of customers. In general, the topics have their own connotations, but sometimes they become very vague.At this time, we can use the ambiguity of the topic to find a way out for our sales.Customers sometimes comment on the salesman's product with some fatal flaws, which may affect his choice, so the salesman must find a way to find out the ambiguity of the topic and redefine this shortcoming. When a salesman was selling clothes, the customer commented: "The quality is indeed good, but the style may be a bit old." The salesman said: "It is true, but many customers like this classic style. Do you like it?" In this way, he skillfully turned unfavorable factors into favorable factors. Never give up until the end. Maintaining such a belief will be of great benefit to your sales career.You know, many failed salesmen are not without the possibility of success, but because they have not tried their best. For example, no matter what reason customers refuse to buy your product, you can subtly change the subject.You should control the topic so that it develops in a direction that is beneficial to you, not just stay on one road, or go in only one direction, after all, all roads lead to Rome. You should pay attention to certain skills when changing the subject. Of course, you can't make yourself look like you are doing it on purpose, but you should do it naturally.
For salesmen, the price factor is particularly troublesome. Customers want to buy the best product at the lowest price, while companies want to sell products at a higher price.When a customer says "this is too expensive", the general salesman will tell the other party that this is already the lowest price the company can offer, but the customer always shakes his head and walks away.Ziegler never seems to have encountered this situation. Ziegler once marketed a stainless steel pot.This kind of pot is very strong. After listening to his introduction, all customers think that the quality of this kind of pot is really good, but they also think that its price is too high. "The price is too high," customers usually say. "It costs at least $200 more than the average pot." "Indeed," said Ziegler, "our pots cost more than ordinary pots. How long do you think they will last, sir?" "Its quality is really good, it should be permanent?" "Do you really want to use it for 10 years, 20 years, 30 years or longer?" "I thought it would last that long." "So," Ziegler said, "let's say the pot lasts 10 years, so it's $20 a year more than the average pot, right?" "indeed so." "Then on average per month?" "In that case, it's $1.75 a month more expensive." "Excuse me, how many meals does your wife cook a day?" "Usually, two to three times." "Cooking at least 60 times a month, right? That way it's pretty clear that you're only paying 3 cents more per meal. For pots of this quality, 3 cents more should be Not too much, right?" "indeed so." We have seen that Ziegler's persuasion method is indeed very effective. Originally, the price of his product is much higher than that of ordinary pots, but he very cleverly said that it is not expensive at all.In this case, customers are easily impressed by him. Most customers always want to buy cheaper goods, which is human nature; some other customers have a strong desire for self-expression, hoping to show their ability in bargaining; Too much trust, suspecting that it is not worth so much money, afraid of being fooled; the customer wants to buy the product from another salesman, and he wants you to lower the price to put pressure on the third party; the customer uses the price as an excuse to obtain other aspects The customer wants to test the salesman's attitude towards the price, so as to know the real price of the product; the customer is preconceived and has an opinion on the price of the product, and he underestimated the production cost; the customer's current economic situation is not good, The ability to pay is limited; customers are simply not prepared to spend too much money to buy the salesman's products. Of course, the above list is only some of the common reasons in the sales process. Obviously, the actual situation is very complicated.Only by mastering the psychology and motivation of customers' bargaining, can the salesman deal with it flexibly in the negotiation.If the salesman wants to win in the bargaining, he must first analyze which kind of motivation is behind the price objection.Only in this way can the salesman find out whether the customer intends to buy or how much he is willing to spend to buy.Don't waste each other's time with customers who turn you down on price as an excuse. For example, when a customer says "the price is outrageously high" or "this item is too expensive," it's a sign they're trying to bargain.However, for the benefit of the company, the salesman generally cannot lower the price casually.Under the strong demands and constant stimulation of customers, salesmen must not lose confidence, and even have doubts about the price of their products, thinking that it is really too expensive. Then, salesmen will not be able to arouse customers' desire to buy, and negotiations are doomed. fail. Of course, in addition to firming their own positions, sellers still have other ways to divert customers' attention.We can get the client to compromise by taking some clever tricks.But first of all, you must pay attention, you must not take the initiative to lower the price or lower the price easily!On the issue of price, the psychological state of customers and their needs tend to play a big role.Therefore, during the negotiation process, the seller should be fully aware of this and use psychological tactics to win the bargain. The result of bargaining often leads to a stalemate in the negotiation. This situation of confrontation and no progress is obviously unwilling to be seen by both parties. Therefore, the salesman should try his best to attract the attention of the customer to other places and try to avoid the deadlock. . No matter how fair and reasonable the price of the product is, as long as customers buy this product, they will pay a certain economic price.Based on this, during the negotiation, the salesperson should not raise the price issue prematurely, at least wait for the customer to understand the value of the product before discussing the price issue with him.Otherwise, if you discuss the price with the customer before then, it may discourage his desire to buy.On the contrary, when a customer has a stronger desire for a certain product, he will consider the price less. As mentioned earlier, the desire to buy comes from the customer's need for goods.The more the product meets the customer's needs, the more the customer feels that the price is right.This is why the price of any product customized for customers is beneficial to the company.Therefore, the salesperson should emphasize the performance, characteristics, practicability, and advancement of the product, so that customers will finally realize that your product has high practical value, and you can get many benefits after purchasing the product. In comparison, the price is secondary up. In the negotiation, the salesman must get rid of the influence of any form of price factors, and should not be overly sensitive to the price.Sometimes, the salesman complains that the customer cares too much about the details of the price. As everyone knows, the problem lies in himself, because he is too deeply affected by the price and leads the customer into the vortex of bargaining. For whatever reason, the vast majority of customers will object to the price, even if they think the product is not expensive, they will ask you to make it cheaper.This is the customer's psychology at work, so what the salesman has to do at this time is to prove that the price of the product is reasonable. 数字往往具有神奇的魔力，它能够很好地帮你解决看似很困难的问题。为了消除价格障碍，业务员在洽谈中可以多采用数字比较法，它往往能收到良好的效果。 最常用的方法就是把商品的价格与日常支付的费用进行比较。由于客户往往不知道在一定时间内日常费用加起来有多大，当你把罗织出一个庞大的数字，和眼前商品的数字进行对比时，客户就会觉得这个价格是多么公道的了，他们自然就容易购买商品。 一位家庭用具的推销员是这样向客户解释商品价格的：这件商品的价格是2000元，但它的使用期是10年，这就是说，你每年只花200元，每月只花16元左右，每天还不到6角钱。考虑到它为你节约的工作时间，6角钱算什么呢？ 成功的销售者就是善于选择适合自己的说话技巧来捍卫价格，不要一遇到客户施加的压力就试图妥协，降低自己的价格。你在讨价还价时必须保持清醒的头脑，学会引导客户正确地看待价格问题，更多地强调产品能给客户带来的好处和各种实惠。
在研究推销技巧的过程中，我发现，那些成功的推销人士都喜欢用提问的方法来让客户购买自己的产品。 他们深信这样一个道理：懂得发问的人能掌握全局。有些推销员在他的对话中自始至终都穿插提问，从而牢牢地掌握了推销的主动权。 提问对推销来说的确很重要，但是我并不想从这个角度展开讨论。我想说的是，如何用提问来引起客户的兴趣。 不同年龄的顾客的经验、心理、习惯等诸多方面都不一样，因此有必要对他们运用不同的推销方法。具体到不同年龄的对象有下面几种情况。 对年轻顾客的称呼问题让很多推销员觉得很麻烦，他们既不喜欢被人称呼成“大哥”，也不喜欢被称为“小妹”。其实大可不必觉得这些问题很麻烦，因为他们虽然有自己的喜好，但是在这些方面并不怎么在意。直接称呼他们为“男孩”、“女孩”可能不会有问题，即使你跟他们年龄一般大。 相对来说，年轻人对这个世界非常好奇，他们的好奇心往往使他们容易被不熟悉的东西所吸引，并且愿意进行不断尝试。 因此，推销员更加容易抓住他们的好奇心理，吸引他们进行各种尝试。告诉他们一些他们所不知道的东西，往往会使他们感到十分高兴，并且非常乐意跟你做朋友。 中年顾客不同于年轻顾客的一个很重要的特点是，他们已经有了自己的家庭，他们所做的一切一般只是为了使自己的家庭变得更加富裕、快乐和幸福。虽然他们也有自己的需要，比如个人的一些爱好，但是这基本上不会花费他们多少钱。 中年人较年轻人更加稳重，能力比较强，比老年人又更加机智。因此，不要在他们面前耍什么手段，他们会很容易就识破你的伎俩，然后不动声色地看着你表演。 不过，这对你也有很多好处。如果你的产品的确十分合适的话，他们也会更加理智地购买，而不需要你花费太多口舌和精力进行说服。只要你能够真诚地对待他们，他们很快就会看出来。 他们似乎并不需要多少花言巧语。有调查显示，口拙的推销员和能言善辩的推销员在成年人面前打成了平手，几乎分不出胜负。因为他们不需要你的说辞就能进行独立而清晰的思考，你的说辞有时候反而给了他们夸夸其谈的不良印象，这显然影响了那些能言善辩者的推销效果。 老年人对我们来说永远是一个谜。虽然我们已经通过研究得出了许多令人信服的结论，但是存在于他们身上的疑点还是很多。 老年人大都比较孤独，因此，正是他们让人们相信，推销员也可以是一个受欢迎的职业——而实际上，他们喜欢跟任何人说话。这并不表明“好的开始是成功的一半”，因为他们接下来要谈的内容可能并不会让推销员感兴趣，而且推销员们必须想尽办法才能使对方了解自己的希望——仅仅是了解而已。 他们像小孩子一样，非常喜欢受到称赞。如果你提及他在某一次战争中的表现非常英勇，这能够使他的眼睛里放出光来，并且乐得手舞足蹈，他对你的好感也一下子就会有很大的提升。这显然对营造一个平和的氛围是十分有利的。 他们喜欢倚老卖老，所以推销员在向老年人推销的时候，要表现得像个老实的小孩，这能够为你赢得他们的好感，进而突破他们的防线。 上面我们讨论了不同年龄的顾客的应对办法，下面接着讨论如何应对那些不同性格的顾客。 理智型顾客完全以理智来分析和解决问题，较少受到主观情绪的影响，他会主动吸收和分析推销员提供的信息。 产品或服务的质量、价格是他做决定的至关重要的因素，而这些东西往往是比较客观的，因此，推销员在一般情况下很少能够打动他。如果他不需要你的商品，无论你怎么努力，他都会无动于衷的；如果他需要一件商品，绝不会只找一个产品供应商，而是会同时从几个供应商中认真比较，然后选择最合适的一个。 基于以上特点，理智型的客户做出决定通常比较谨慎迟缓，推销员不应该催促他，而应该等候，让他自己慢慢地得出结论。如果他提出某个问题——要知道，这是他深思熟虑后却仍然无法解决的——就一定是希望推销员能够给予实事求是的、明确的答复，因为他希望从推销员所作的解释中得到更多的信息。这时候，如果推销员夸夸其谈、避重就轻，就肯定会失去这位客户。 理智型顾客通常显得沉默寡言、不善言辞。在你和他交谈的时候，应该以与工作有关的话题为主，不要过多地跟他谈论与工作无关的事情，他对此不会有太大的兴趣。特别要注意的是，务必使你提供的信息准确、客观。 简单地说，个人意志型顾客是那种以自我为中心的顾客。他的主观意志很强，做什么事都依照自己的经验，并且认为自己的意见是最好的，而对别人的意见基本上不予考虑。 个人意志型顾客喜欢表现自我，“我……”是他的语言表达方式，同时，他说话的音量一般比较高，语速比较快，问的问题也很直接，而且有比较强的控制倾向。 推销员在跟个人意志型的顾客约会的时候，千万不要迟到，否则他会认为你对这个约会不重视，是一个缺乏信用的人。另外，他更加关心的是产品的效果，即能否降低成本、增加收入、加快生产进度等。一般来说，他们都有很强的升职愿望，因此，如果你的产品能够帮助他做到这一点，你的推销将更加容易成功。 个人意志型的顾客十分善谈，和他交谈的时候，应该围绕他的工作业绩等话题进行，因为他很喜欢跟别人谈及他为公司作出的重要贡献。推销员在交谈的过程中，要做到言简意赅、切中要点，而且应该直奔主题。与理智型顾客一样，推销员不要期望轻易改变个人意志型顾客的意愿或观点，当然，如果你有了充分的证据，他也会适当改变的。 和理智型顾客正好相反，个人意志型顾客的决策速度是比较快的，他常常被认为是“缺乏耐心”的人。因此，一旦他提出异议，推销员最好予以合理的解释，以便促使他尽快作出决策。 如果你在客户的办公室里看到了大量的私人物品，那么你的顾客就是情感型的。情感型顾客是那种能够给人以感染力的人，他更加重视的是情绪和感觉，而不那么重视客观实际。 情感型顾客更加容易被鼓动和说服。相对来说，他一般不那么在乎产品的质量有多好、有多少实际用途。如果他本来不需要你的产品，但是却被你说服了，他也会很快做决定的；如果他本来就需要，那么他几乎会毫不犹豫地购买你的产品。 情感型顾客的最大特点是善于人际关系的处理，交友广泛。在与情感型顾客进行交谈的时候，你会发现他有着非常高的热情，他似乎觉得在办公室里谈论个人事情是十分愉快的。他的性格一般来说比较豪爽，行为上不拘小节，对人喜欢直呼其名，因此，跟他在一起谈话的时候，你们谈论的话题可以是多样的，不用局限于工作之类的话题。这样你可以更快地和对方产生共鸣，赢得对方的信任。 情感型顾客比较情绪化，他会更加人性化地对待推销员，但是，如果他对你的印象不好的话，他的决定就会在很大程度上受到影响。他们的喜怒哀乐一般都会表现出来，推销员一定要重视这个非常重要的信息。 推销员在向情感型顾客推销的时候，应该重点介绍产品的最终利益，而不是产品本身的特点。如果你能用那些新奇的方法来展示你的产品，效果则会更好。相对来说，他会更加关心你的感受，如果他拒绝了你的产品，他会认为对不起你，所以，这种顾客是一种可以说服的对象。 作为推销员，你可能更加愿意跟随和型顾客打交道——至少在礼节方面，你会受到很好的接待。他待人接物极其温和，极易相处，他会尽可能地避免与你发生冲突，因此，他常常掩饰自己的真实想法。 但是，随和型顾客也是最让我们头疼的顾客，因为我们没有办法弄清楚他的真实想法，因为这个原因，随和型顾客是最好相处却最难成交的。他们往往只是表面上同意你的看法，但是实际上却另有想法。 因此，在对随和型顾客进行推销的时候，应该尽量弄清楚他的真实想法，然后根据这些想法进行有针对性的说服。他的决策较为迟缓并且他本人害怕承担风险，因此推销员应该极具耐心地对他进行推销，否则将失去这个客户。
最让推销员头疼的是顾客所提出的反对意见。这些反对意见常常使他们感到不舒服，并且不知道该怎么回答。不过，那些成功的推销员却正好相反，他们担心的是对方根本没有反对意见。他们发现，顾客提出一个反对意见，也就是为自己的推销工作树立了一个目标十分明确的靶子，自己所有的工作都可以朝着这个方向努力，而成功地射中靶子的时候，也就是推销成功的时候。 一般的推销员很难理解这一点。他们所知道的是，只有顾客在没有任何异议的情况下接受了他们的产品，才证明自己的推销是成功的，但是，尽管这种情况的确值得庆幸，它出现的概率却几乎是零。在更多的情况下，如果对方没有任何异议，那么他同时也会无动于衷，最后也不会接受你的产品。这说明他对你的产品没有一点儿兴趣。 比如，顾客说：“太贵了。” 顾客心理动机： （1）我想获得实惠，而表现出想让销售人员降价的意愿； （2）产品的包装形象看上去不值那么多的钱； （3）我很想买，可是价格太高了，我负担不了； （4）我只是随便看看，并不想购买。 当顾客提出这样的疑虑时，首先要注意顾客的表情，如果表现出惊异的表情则说明顾客接受不了这样的价格；如果面部表情没有太大的变化而说产品价格太贵了，则说明顾客可以接受这样的价格，目的是想让价格降得更低，使自己获得更多的实惠；如果顾客说价格太贵，而又没有下文，则表明顾客没有购买产品的欲望，具体的回应应根据具体的情况而定。 你可以采取如下化解话述： A：我们的产品定位是比较高端的。 B：只是因为价格吗？除了价格还有其他的吗？ C：同样价钱，我们的品质是最好的！ D：那您想要什么样价位的产品？ ... 遇到这种情况，首先要弄清顾客的动机是什么。接着采用有针对性的方式来化解顾客的疑虑，然后举例说明即可。一般通过这两种手法很轻松就可以让顾客提高购买产品的意识和下定决心购买产品。 因此可以说，作为一个推销员，你应该真诚地欢迎顾客提出反对意见，因为只有这样，你才有成功的可能。当然，前提是你能妥善地处理顾客提出的反对意见。 有些顾客提出反对意见并不是因为他们的确反对，而是由于他们想要了解更多的信息。他们之所以通过这种方式提出来，是因为他们认为这样你会更加完整而详细地给予答复，这种反对意见可能也是推销员最欢迎的。 不过，反对意见的性质是会发生转变的。要求得到更多资讯的反对意见，如果处理不善的话，最后也会变成真正的反对意见，所以，你要在一开始的时候对他的问题表示欢迎，最后的时候重复一遍你提供的信息。只有这样，你才能十分详尽地回答他的问题，让他感到满意。 有些则是基于产品本身的反对意见。这种反对意见是顾客对产品的某一项优点和作用所提出的异议。他们不相信你说的话，或者对你所说的话的来源表示怀疑。总之，他们想让这项优点和作用得到更进一步的证明。 你可以用事实展示给他们看。比如，你宣称你的玻璃具有高强度，不妨递一把锤子给对方，让他去捶这块玻璃；你说你的化妆品曾经使许多顾客得到好处，不妨举出一两个名人来，并且拿出他们说过话的录像带；你说你的产品受到了大多数人的欢迎，不妨告诉对方这个调查是某个权威机构进行的，如此等等。 总之，如果你所说的话无法给顾客提供更进一步的证明，你就最好援引别人的话或者别的什么内容。 还有一些顾客根本就对所有的推销员反感，当然也包括你在内。这好像已经成为了一个大家都心照不宣的事实。他们并不相信推销员嘴里所说出来的话，认为它们过于虚假。一句话，他们反对你所说的每一句话。 这时候你应该尽量少地发表自己的意见，而应该把焦点转移到顾客身上，他们关心的只是自己，对别人精彩的演说没有兴趣。如果你继续谈论产品的好处，或者表示自己的话有多么可信，他们就会认为，你一定从推销中得到了许多的好处，而你所得的好处恰好源于向他推销的产品的利润。你可以告诉他们，购买你的商品，受益最大的是他们。 销售当但中也有一些顾客认为自己比推销员的知识更丰富，甚至比推销员更加了解产品。他们在听完你的产品介绍后说：“我对这种产品十分了解，你说的有些不对，我认为……”当然，他们可能的确有自己的看法，或者他们的资格可能更老，但是，他们发表意见的原因是急于表现自己，而不是想跟你讨论某个问题。 你要明白你的任务是把产品推销给他们，而不是跟他们争论谁更擅长某一方面的知识。因此，不要和对方争辩。
When you sell, you need to gain the trust of customers.It's the same with speeches, if your audience trusts you, they will believe what you have to say; if they don't, they won't believe what you have to say.It can be said that trust has little to do with the content of the speech, but is closely related to the customer's impression of the salesman. It is this feeling that affects the customer's judgment and decision. That is to say, if we want customers to trust us, we must first gain his trust.So, how to gain the trust of customers?I list some methods below, hoping to help salesmen. Some salesmen feel very unhappy after being questioned or corrected by customers.We always wishful thinking that we should and have been trusted by others. Even if someone expresses distrust to you, don't be offended by it.Just think about it, now our TV, newspapers, and even the streets are full of false information and advertisements everywhere, if people believe all of them, how bad it will be? Therefore, never assume that customers believe in you, unless the other party shows that, otherwise do everything you can to prove to the other party that you are worthy of trust. Tell the customer that he's not alone, that his thinking is not weird at all, and then convince him with candor until he believes it. Salesmen should avoid talking with a straight face, and don't regard selling to strangers as "business affairs", but consider it as a friendly conversation between friends. Conducted as a friend, the conversation means that your pitch is a suggestion, not an order or a request, neither of which is advisable for a pitch.Only when you regard the other party as a friend, the other party will also treat you as a friend, and will not treat you with a condescending attitude. Thinking of each other as a friend and thinking of customers sincerely will bring you unexpected results.Because only in this way, the other party can experience the warmth like a friend, and thus have a sense of trust in you. I have said this method before, in fact, its real role is also here - to gain the trust of customers. Many years ago, an advertising company used this method in an advertisement for extended cigarettes to gain the trust of customers.In their advertisements, they directly pointed out the various disadvantages of extended cigarettes, such as easy to touch other people's cheeks, inconvenient to carry, etc., and achieved good results. What this method does is that it earns people's trust in a way that is frank about its shortcomings.When you tell customers the disadvantages of your product, they will think you are more objective, so they will be more likely to believe your advantages. Facts have proved that precise figures are far more convincing than general figures.People don't really care where your numbers come from, except that the fact that those numbers are so precise proves that they were carefully and objectively analyzed. The staff at Ivory Soaps are well aware of the secrets of this method, and when they promote it, they have been emphasizing the fact that they are 99.44% pure. We don't care what the numbers really mean, even if they say they are 100% pure, we don't care what, but we think that the precise number is more trustworthy, and we think they are indeed trustworthy. Salesmen are, to a large extent, selling themselves.Whether customers trust the advantages of the product depends to a certain extent on you and the methods you adopt. Therefore, it is necessary for you to win the trust of customers personally by changing your image. One way is to dress like a successful person.The same is to sell a product, would you rather believe what a man in rags said, or would you believe what a well-dressed man said?Obviously the latter.This is not only because those who are well-dressed and well-mannered are more pleasing to our eyes, but also because we are more willing to believe that a successful person does not rely on performance and kickbacks to make a living. Another way is to speak with grace.Be as graceful as possible, which may earn you more trust.Of course, we are more willing to believe what a well-spoken person says, because his point of view may be more objective and comprehensive.Feelings may be more important to customers than actual content. The average salesman is secretive about the benefits he will get in the transaction, and it seems that he will lose something after confessing to the customer.In fact, even if the salesman tells the customer this kind of personal thing, the salesman will lose nothing, but will win the trust of the customer. When a salesman was selling a house to a customer, he said to the customer: "To tell you the truth, I can get a 1% commission from this transaction; if you don't buy this house, of course I will lose this opportunity to make money. But your loss will be greater because you will also lose an opportunity to spend less. That way, we lose both." After hearing such words, the client actually slowly changed his mind, which is the benefit of confession.
Only by mastering the initiative of communication can we finally achieve the goal of persuading the other party.Just like most salesmen, when they sell their products to customers, they often cannot grasp the initiative of speaking, which leads to the failure of the final conversation. A book salesman knocked on the door of a family and said to a wife: "Madam, our books are of very good quality and the binding is also very beautiful. Do you think there is anything you need?" What kind of reaction will there be?In most cases, the salesman's response was, "No!" and the door was closed.It can be seen that such a salesman is not a good salesman. Then, as an excellent salesman, he will better understand the art of speaking when selling.Let us speculate on the sales of a good salesman. Salesman: "Good morning, ma'am! Are all your children in school?" A Mrs.: "Yes." Salesman: "What grade is your child in?" A certain wife: "The older one is in fifth grade, and the younger one is in second grade." Salesman: "They must all be smart?" Mrs. A: "Yes, of course." Salesman: "Do they usually like to read books?" A certain wife: "Sometimes." Salesman: "I think I have some books they might like..." We can imagine that the salesman's probability of success should be very high.Why?Because he has mastered the art of selling very well and controlled the topic well during the conversation. If you want our conversation to be a fruitful conversation, then you have to find ways to guide the other party, or ask clever questions, or choose a topic that the other party is interested in, and secretly lead the conversation in the direction we expect, so that we can persuade other side. President Hoover's taciturnity discouraged many reporters, and it was almost impossible to get words out of his mouth.But a Chicago reporter did it easily and got President Hoover talking for more than two hours. At that time, Hoover was the Republican presidential candidate.The young reporter Liniti happened to take the same train with him and got the chance to interview him.At first, when Liniti asked some questions, Hoover always answered simply "yes" or "no" and then fell into long meditation.Linetti felt embarrassed, although he had known Hoover's habits for a long time.He had to ask questions while figuring out how to deal with the situation. As the train passed through poor and desolate Nevada, Linetti suddenly thought of a good topic.Looking out the window, he seemed to say to himself: "In this place, people should still use that ancient method of mining?" At this time, Hoover immediately said: "That method has long been used. , and now the whole country is adopting the latest mining methods.” Then, Hoover’s chatterbox seemed to be opened, and he talked endlessly, from mining to oil, from aviation to postal service… At that time, those who sat with Hoover The people on the first train were all famous people, but Hoover ignored them, but talked to Linetti for more than two hours. Liniti was originally an unknown reporter, but because he talked with President Hoover on a suitable topic, he became the reporter who had the longest conversation with President Hoover.Topics, it seems, do play a vital role in conversation.If you do not find a suitable topic, it is not difficult to imagine that the result of the conversation will not be ideal. Effectively controlling the topic is indeed very important to persuade a person.Socrates is famous for being good at words. The question and answer method he created has enduring charm and has become a classic way of conversation.The core content of the question-and-answer method is that when we are talking with people, if we want to persuade the other party, when we inevitably face some divergent topics, we need to discuss the common points of this topic (as opposed to differences) on the topic. Take control and make the other party answer in the affirmative step by step.In this way, the conversation can be steered in our favor. Let's take a look at how sales experts use this method to successfully persuade others. Carl is a salesman for an automobile company. The following is a conversation he had with a client. Carl: "Hello, would you be interested in taking a look at our company's 4-ton car?" Customer: "We actually already have a 2-ton car, and this suits us better." Carl: "Well, at least for now, a 2-ton car is a better deal than a 4-ton car, isn't it?" Customer: "Exactly." Carl: "May I know what the average load capacity of the car you need is?" Customer: "2 tons." Carl: "Is this an average?" Customer: "It's an average." Carl: "Well, that means you could potentially use it to ship more than 2 tons, right?" Customer: "Yes." Carl: "If you're driving over hilly terrain with more than two tons of cargo, your car is under more stress than normal, isn't it?" Customer: "That's true, and it's normal because we drive a lot in hilly areas." Carl: "As far as I know, winter is generally the peak season for car operations, is that true?" Customer: "Yes. Business is usually very light in summer, but often overloaded in winter." Carl: "Unfortunately, the winters in hilly areas are generally very long." Customer: "Yes." Carl: "So, that is to say, your car is constantly overloaded?" Customer: "That's right." Carl: "This will naturally affect its lifespan, what do you think?" Customer: "Yes." Carl: "So, do you think that if you own two cars and run the 4-ton car in the peak season and the 2-ton car in the off-season, doesn't both cars last longer? ?” Customer: "It seems to be the case." In this way, Carl then got an order.But as we can see from this conversation, at first it looks like the customer doesn't need to buy a car because he already has one, but that's okay.Karl skillfully used persuasion techniques to make the conversation develop in his favor, and finally succeeded.This is the great role of controlling the topic, and this method is also a reference for us.
In sales, the most important point is not how good your product is, but the other party's recognition of you and your product.Generally speaking, this identification is in line with his interests - and only this is the most important. Mr. Eastman, the general manager of Kodak, planned to build the "Gilburn Theater" in memory of his mother.Edison, the manager of the New York Grace Seating Company, wanted to get an order for theater seats, so he went to see Mr. Eastman with the theater architect, Yott. On the way, Yot said to Edison: "I know you really want to get this order, but Mr. Eastman is very busy and has a bad temper. This meeting should not exceed 5 minutes, otherwise you will definitely not get it." This order. You'd better explain the situation as soon as possible and leave quickly." Mr. Eastman was really busy, and when they entered the office he was busy filing papers.He took off his glasses and nodded, and asked, "What do you two do?" Yot introduced Edison.Eddenson was not in a hurry to explain his purpose, but said: "Mr. Eastman, I didn't expect your office to be so beautiful! What a wonderful thing it is to have such an office! To be honest, I've never seen such a beautiful office." He went to the desk and asked, "This desk must be made of English oak, if I'm not mistaken." "Yes," Eastman replied, "imported from England, and a friend of mine who studies wood helped me choose." Addison then praised Mr. Eastman's many collections and expressed his heartfelt admiration for his charitable deeds.Edison guided Eastman to tell his early entrepreneurial history. Eastman fondly recalls his early impoverished days, including his salesmanship for 50 cents.He said that at that time, he worked desperately to make money, just to let his mother who suffered with him live a good life. The minutes passed, and soon it was more than two hours, but Mr. Eastman was in the middle of a conversation.When it was time for lunch, Mr. Eastman invited Eddenson to have dinner with him, and of course Eddenson would not refuse. Edison never mentioned the order.He knew that for Eastman, the matter was now trivial because he had considered Edison as a friend.Later, when Edison was about to leave, Eastman offered to place an order with Edison. It can be seen that Adamson does not seem to have made much effort to persuade Eastman, but he used appropriate topics to make the conversation develop in his favor in a peaceful and pleasant atmosphere, and finally achieved their purpose. Had Adamson not used this method, but had been persuading Eastman, it is conceivable that he would have to leave Eastman's office within five minutes. Catering to the other person's interests is indeed important, because this method can bring the relationship between you and the customer closer and build mutual trust.As we all know, this is extremely important in dealing with strangers.As Edison did, what seemed very difficult turns out to be extremely simple. Many salespeople are tired and frustrated every day, but they don't get much.why?Because they only think about their own needs.They don't know that you and I don't want to buy anything, and if they do, they will definitely go out by themselves.Customers always prefer to buy proactively rather than passively. There was such a story. A few years ago, I lived in a small community called "Forest Hills" in New York.One day, in my haste to the station, I happened to meet a real estate agent.He has been running the real estate business in the vicinity for many years, and he is also very familiar with "Forest Villa".I asked him if he knew if my stucco house was made of rebar or hollow brick, and he said no, and gave me a business card asking me to call him.The next day, I got a letter from this realtor.Did he answer my question in the letter?The problem could have been solved over the phone in a minute, but he didn't.In the letter he still asked me to call him and said he would help me with home insurance. He didn't want to do me a favor, he wanted to do himself a favor. Howard Lucas of Birmingham, Alabama, told me how two salesmen who worked for the same company approached the same transaction: "Several years ago, a few friends and I jointly ran a small company. There is a service office of a big insurance company near our company. The brokers of this insurance company have assigned jurisdictions and are responsible for our area. There are two people, let's call them Carl and John! "Carl passed by my company one morning and mentioned a new life insurance policy for company executives. He thought I might be interested, so he let me know first, after he collected more information. Come over and elaborate. "That same day, after coffee break, John saw us walking on the sidewalk and said, 'Hey Luke, I have some big news for you.' bought a life insurance for executives (exactly the kind Carl mentioned) and he gave some important information and said 'this insurance is up to date, I'm going to ask the head office to send someone tomorrow to detail it Please sign the application form first and I will send it up, so that they can process it quickly.' His enthusiasm aroused our interest. And because the deal is done, I believe that John must have a basic understanding of this insurance. John not only sold us the insurance, but also tripled the number of items he sold. "This business belonged to Carl, but he didn't perform enough to attract our attention, so that John got ahead of him." I have a habit of going fishing in Maine every summer.I like to eat bayberry and butter, but I don't use these things as bait to lure fish into the bait.For the needs of fish, I only use water bugs that they all love to eat as bait. Of course, I can also use bayberry or butter as bait, and put it into the water with a bug or grasshopper at the same time, and then ask the fish for advice: "Hey, which one do you want to eat?" Think, why don't we use the same method to "catch" customers?
Everyone wants to be valued by others, no matter what position he is in, how successful or unsuccessful he is.When selling products, asking others for a favor can make others feel appreciated and respected, so they are more willing to buy your products. Emersel was in charge of selling plumbing and heating materials, and he had been in the business for many years.This time, when he was selling in the Brooklyn area, he encountered a difficult client.Whenever the plumbing dealer saw Emersel, he would yell at him, "Let's go! I don't need anything!" As an excellent salesman, Emersel was not overwhelmed by this difficulty, and he still persisted in selling this client.Later, he thought of a good way to solve this problem, so he walked into the dealer's office again. "I'm not here to sell products," Emersel said, "but to ask you for a favor. Our company is going to set up a branch here, and you happen to be familiar with this place. Do you think our company should Where should we choose the branch office?" The yelling dealer immediately became very friendly and chatted with Emersel at length.By the time he left, Emersel had established a friendship with the dealer in this way and had secured a not-insignificant order. The key to successful trading is that if you want people to buy your product, there is no better way than to let them convince themselves. A few years ago, one of the largest automobile manufacturing companies in the United States was negotiating to order the car seat cloth needed for the next year.Three important manufacturers have already made samples of the pads.These sample fabrics have been inspected by the senior staff of the automobile company, and a notice has been sent to each manufacturer, saying that representatives of each manufacturer can participate in the competition under the same conditions on a certain day, so that the company can finally determine the applicant. Mr. R, the business representative of one of the manufacturers, was suffering from severe laryngitis when he arrived. "When I went to the senior staff meeting," Mr. R said as he recounted his experience to my class, "I was hoarse and I could hardly make a sound. I was led into a room with the textile engineer, the purchasing manager, , the sales manager, and the general manager of the company. I stood up and tried to speak, but I could only make a hoarse voice. They were all sitting around a table. So I wrote on a piece of paper: 'Guys , my voice is hoarse, I can't speak.' "'Let me speak for you.' said the other general manager. He really spoke for me. He showed my samples and praised their merits. There was a lively discussion around the merits of my samples. Discussion. Since the general manager was speaking on my behalf, he was on my side in this discussion, and I just smiled, nodded, and made a few simple gestures throughout. "As a result of this particular meeting, I was awarded this contract for 500,000 yards of upholstery for a total value of $1.6 million—the largest order I have ever received. I know that if my If I'm not hoarse, I might lose that contract because I was wrong about the whole situation. I discovered quite by accident how good it is to let people talk more!" Generally speaking, when you compete with the object of persuasion, each other will have a defensive mentality, especially in a critical juncture.At this time, if you want to succeed in persuasion, you must pay attention to eliminating the defensive psychology of the other party.How to eliminate the defensive psychology?Showing weakness is the most effective way to show that the other party is your trustworthy friend, so as to get help from others and let others speak for you. Most salesmen want to persuade others as soon as possible to let others buy their products out of pocket, but they talk too much about themselves.Do you know them better than they know themselves?If not, why not let the other party speak out?So, when necessary, ask them questions and let them speak for you.Doing so will greatly increase the turnover rate.
What I admire most is the kind of salesman who can sell successfully at any time. Their ability often surprises me.In the process of selling, even if they encounter problems, they will deal with them tactfully and properly. As far as I know, it is this ability that determines whether a salesman can be successful. Sometimes wit is more of an intellectual factor, and we can do nothing about it. We have to admit that some salesmen are geniuses, but we can't become like them. However, for most salesmen, the important possibility is It is not an intellectual factor, but a method problem. I have already talked about the importance of resilience and provided some basic methods. Here we discuss how to use these skills in sales. When selling, many salesmen follow their own pre-conceived sales methods, ignoring the feelings of the other party, as if they are speaking to the wall. In the process of sales promotion, we must always pay attention to the words and deeds of customers, and we must understand the "cryptic language" of various words and deeds.You must first understand these "lingoes" before you can take the necessary steps. Shift the focus of the other party to yourself. The function of this shifting method is to distract the other party's attention and change the focus of the other party's attention. John decided to walk into Henry's office again, hoping to convince him to buy his company's car.Before that, he had tried once, but failed.When he walked into Henry's office, Henry yelled at him, "What are you doing again? I already said I wouldn't buy your company's car." John didn't expect Henry to reject him so unceremoniously, which made him very surprised, but he reacted immediately and said to Henry, "I didn't come to sell you cars. I just heard that your young I used to be a salesman at the time and achieved great success, so I plan to ask you for sales skills." Henry was surprised, but he seemed very happy, so he talked to John about some of his experiences and opinions, and did not finish until John got up to leave. Finally, Henry said to John: "The quality of your company's cars is indeed very good. When you come over next time, please bring me some information about the cars. I want to have a look." When selling products, you will receive unexpected results by taking advantage of unexpected events that occur. A salesman is selling tempered wine glasses to customers.At first, he introduced the characteristics of the product to everyone, and then he planned to give a demonstration: by throwing the tempered wine glass on the concrete floor without breaking it, he explained the difference between this wine glass and ordinary cups.Unfortunately, he happened to be holding a substandard wine glass, which shattered when he threw it on the floor.He had never encountered such a situation before, and it was completely beyond his expectations.Those customers began to whisper to each other, discussing the quality of the wine glasses. "You see," said the clever salesman, recovering his composure after a while, "I'm not going to sell anyone this wine glass." Then, the salesman threw five or six wine glasses, but none of them broke.In this way, the salesman has successfully won the trust of customers. In general, the topics have their own connotations, but sometimes they become very vague.At this time, we can use the ambiguity of the topic to find a way out for our sales.Customers sometimes comment on the salesman's product with some fatal flaws, which may affect his choice, so the salesman must find a way to find out the ambiguity of the topic and redefine this shortcoming. When a salesman was selling clothes, the customer commented: "The quality is indeed good, but the style may be a bit old." The salesman said: "It is true, but many customers like this classic style. Do you like it?" In this way, he skillfully turned unfavorable factors into favorable factors. Never give up until the end. Maintaining such a belief will be of great benefit to your sales career.You know, many failed salesmen are not without the possibility of success, but because they have not tried their best. For example, no matter what reason customers refuse to buy your product, you can subtly change the subject.You should control the topic so that it develops in a direction that is beneficial to you, not just stay on one road, or go in only one direction, after all, all roads lead to Rome. You should pay attention to certain skills when changing the subject. Of course, you can't make yourself look like you are doing it on purpose, but you should do it naturally.
For salesmen, the price factor is particularly troublesome. Customers want to buy the best product at the lowest price, while companies want to sell products at a higher price.When a customer says "this is too expensive", the general salesman will tell the other party that this is already the lowest price the company can offer, but the customer always shakes his head and walks away.Ziegler never seems to have encountered this situation. Ziegler once marketed a stainless steel pot.This kind of pot is very strong. After listening to his introduction, all customers think that the quality of this kind of pot is really good, but they also think that its price is too high. "The price is too high," customers usually say. "It costs at least $200 more than the average pot." "Indeed," said Ziegler, "our pots cost more than ordinary pots. How long do you think they will last, sir?" "Its quality is really good, it should be permanent?" "Do you really want to use it for 10 years, 20 years, 30 years or longer?" "I thought it would last that long." "So," Ziegler said, "let's say the pot lasts 10 years, so it's $20 a year more than the average pot, right?" "indeed so." "Then on average per month?" "In that case, it's $1.75 a month more expensive." "Excuse me, how many meals does your wife cook a day?" "Usually, two to three times." "Cooking at least 60 times a month, right? That way it's pretty clear that you're only paying 3 cents more per meal. For pots of this quality, 3 cents more should be Not too much, right?" "indeed so." We have seen that Ziegler's persuasion method is indeed very effective. Originally, the price of his product is much higher than that of ordinary pots, but he very cleverly said that it is not expensive at all.In this case, customers are easily impressed by him. Most customers always want to buy cheaper goods, which is human nature; some other customers have a strong desire for self-expression, hoping to show their ability in bargaining; Too much trust, suspecting that it is not worth so much money, afraid of being fooled; the customer wants to buy the product from another salesman, and he wants you to lower the price to put pressure on the third party; the customer uses the price as an excuse to obtain other aspects The customer wants to test the salesman's attitude towards the price, so as to know the real price of the product; the customer is preconceived and has an opinion on the price of the product, and he underestimated the production cost; the customer's current economic situation is not good, The ability to pay is limited; customers are simply not prepared to spend too much money to buy the salesman's products. Of course, the above list is only some of the common reasons in the sales process. Obviously, the actual situation is very complicated.Only by mastering the psychology and motivation of customers' bargaining, can the salesman deal with it flexibly in the negotiation.If the salesman wants to win in the bargaining, he must first analyze which kind of motivation is behind the price objection.Only in this way can the salesman find out whether the customer intends to buy or how much he is willing to spend to buy.Don't waste each other's time with customers who turn you down on price as an excuse. For example, when a customer says "the price is outrageously high" or "this item is too expensive," it's a sign they're trying to bargain.However, for the benefit of the company, the salesman generally cannot lower the price casually.Under the strong demands and constant stimulation of customers, salesmen must not lose confidence, and even have doubts about the price of their products, thinking that it is really too expensive. Then, salesmen will not be able to arouse customers' desire to buy, and negotiations are doomed. fail. Of course, in addition to firming their own positions, sellers still have other ways to divert customers' attention.We can get the client to compromise by taking some clever tricks.But first of all, you must pay attention, you must not take the initiative to lower the price or lower the price easily!On the issue of price, the psychological state of customers and their needs tend to play a big role.Therefore, during the negotiation process, the seller should be fully aware of this and use psychological tactics to win the bargain. The result of bargaining often leads to a stalemate in the negotiation. This situation of confrontation and no progress is obviously unwilling to be seen by both parties. Therefore, the salesman should try his best to attract the attention of the customer to other places and try to avoid the deadlock. . No matter how fair and reasonable the price of the product is, as long as customers buy this product, they will pay a certain economic price.Based on this, during the negotiation, the salesperson should not raise the price issue prematurely, at least wait for the customer to understand the value of the product before discussing the price issue with him.Otherwise, if you discuss the price with the customer before then, it may discourage his desire to buy.On the contrary, when a customer has a stronger desire for a certain product, he will consider the price less. As mentioned earlier, the desire to buy comes from the customer's need for goods.The more the product meets the customer's needs, the more the customer feels that the price is right.This is why the price of any product customized for customers is beneficial to the company.Therefore, the salesperson should emphasize the performance, characteristics, practicability, and advancement of the product, so that customers will finally realize that your product has high practical value, and you can get many benefits after purchasing the product. In comparison, the price is secondary up. In the negotiation, the salesman must get rid of the influence of any form of price factors, and should not be overly sensitive to the price.Sometimes, the salesman complains that the customer cares too much about the details of the price. As everyone knows, the problem lies in himself, because he is too deeply affected by the price and leads the customer into the vortex of bargaining. For whatever reason, the vast majority of customers will object to the price, even if they think the product is not expensive, they will ask you to make it cheaper.This is the customer's psychology at work, so what the salesman has to do at this time is to prove that the price of the product is reasonable. 数字往往具有神奇的魔力，它能够很好地帮你解决看似很困难的问题。为了消除价格障碍，业务员在洽谈中可以多采用数字比较法，它往往能收到良好的效果。 最常用的方法就是把商品的价格与日常支付的费用进行比较。由于客户往往不知道在一定时间内日常费用加起来有多大，当你把罗织出一个庞大的数字，和眼前商品的数字进行对比时，客户就会觉得这个价格是多么公道的了，他们自然就容易购买商品。 一位家庭用具的推销员是这样向客户解释商品价格的：这件商品的价格是2000元，但它的使用期是10年，这就是说，你每年只花200元，每月只花16元左右，每天还不到6角钱。考虑到它为你节约的工作时间，6角钱算什么呢？ 成功的销售者就是善于选择适合自己的说话技巧来捍卫价格，不要一遇到客户施加的压力就试图妥协，降低自己的价格。你在讨价还价时必须保持清醒的头脑，学会引导客户正确地看待价格问题，更多地强调产品能给客户带来的好处和各种实惠。
在研究推销技巧的过程中，我发现，那些成功的推销人士都喜欢用提问的方法来让客户购买自己的产品。 他们深信这样一个道理：懂得发问的人能掌握全局。有些推销员在他的对话中自始至终都穿插提问，从而牢牢地掌握了推销的主动权。 提问对推销来说的确很重要，但是我并不想从这个角度展开讨论。我想说的是，如何用提问来引起客户的兴趣。 不同年龄的顾客的经验、心理、习惯等诸多方面都不一样，因此有必要对他们运用不同的推销方法。具体到不同年龄的对象有下面几种情况。 对年轻顾客的称呼问题让很多推销员觉得很麻烦，他们既不喜欢被人称呼成“大哥”，也不喜欢被称为“小妹”。其实大可不必觉得这些问题很麻烦，因为他们虽然有自己的喜好，但是在这些方面并不怎么在意。直接称呼他们为“男孩”、“女孩”可能不会有问题，即使你跟他们年龄一般大。 相对来说，年轻人对这个世界非常好奇，他们的好奇心往往使他们容易被不熟悉的东西所吸引，并且愿意进行不断尝试。 因此，推销员更加容易抓住他们的好奇心理，吸引他们进行各种尝试。告诉他们一些他们所不知道的东西，往往会使他们感到十分高兴，并且非常乐意跟你做朋友。 中年顾客不同于年轻顾客的一个很重要的特点是，他们已经有了自己的家庭，他们所做的一切一般只是为了使自己的家庭变得更加富裕、快乐和幸福。虽然他们也有自己的需要，比如个人的一些爱好，但是这基本上不会花费他们多少钱。 中年人较年轻人更加稳重，能力比较强，比老年人又更加机智。因此，不要在他们面前耍什么手段，他们会很容易就识破你的伎俩，然后不动声色地看着你表演。 不过，这对你也有很多好处。如果你的产品的确十分合适的话，他们也会更加理智地购买，而不需要你花费太多口舌和精力进行说服。只要你能够真诚地对待他们，他们很快就会看出来。 他们似乎并不需要多少花言巧语。有调查显示，口拙的推销员和能言善辩的推销员在成年人面前打成了平手，几乎分不出胜负。因为他们不需要你的说辞就能进行独立而清晰的思考，你的说辞有时候反而给了他们夸夸其谈的不良印象，这显然影响了那些能言善辩者的推销效果。 老年人对我们来说永远是一个谜。虽然我们已经通过研究得出了许多令人信服的结论，但是存在于他们身上的疑点还是很多。 老年人大都比较孤独，因此，正是他们让人们相信，推销员也可以是一个受欢迎的职业——而实际上，他们喜欢跟任何人说话。这并不表明“好的开始是成功的一半”，因为他们接下来要谈的内容可能并不会让推销员感兴趣，而且推销员们必须想尽办法才能使对方了解自己的希望——仅仅是了解而已。 他们像小孩子一样，非常喜欢受到称赞。如果你提及他在某一次战争中的表现非常英勇，这能够使他的眼睛里放出光来，并且乐得手舞足蹈，他对你的好感也一下子就会有很大的提升。这显然对营造一个平和的氛围是十分有利的。 他们喜欢倚老卖老，所以推销员在向老年人推销的时候，要表现得像个老实的小孩，这能够为你赢得他们的好感，进而突破他们的防线。 上面我们讨论了不同年龄的顾客的应对办法，下面接着讨论如何应对那些不同性格的顾客。 理智型顾客完全以理智来分析和解决问题，较少受到主观情绪的影响，他会主动吸收和分析推销员提供的信息。 产品或服务的质量、价格是他做决定的至关重要的因素，而这些东西往往是比较客观的，因此，推销员在一般情况下很少能够打动他。如果他不需要你的商品，无论你怎么努力，他都会无动于衷的；如果他需要一件商品，绝不会只找一个产品供应商，而是会同时从几个供应商中认真比较，然后选择最合适的一个。 基于以上特点，理智型的客户做出决定通常比较谨慎迟缓，推销员不应该催促他，而应该等候，让他自己慢慢地得出结论。如果他提出某个问题——要知道，这是他深思熟虑后却仍然无法解决的——就一定是希望推销员能够给予实事求是的、明确的答复，因为他希望从推销员所作的解释中得到更多的信息。这时候，如果推销员夸夸其谈、避重就轻，就肯定会失去这位客户。 理智型顾客通常显得沉默寡言、不善言辞。在你和他交谈的时候，应该以与工作有关的话题为主，不要过多地跟他谈论与工作无关的事情，他对此不会有太大的兴趣。特别要注意的是，务必使你提供的信息准确、客观。 简单地说，个人意志型顾客是那种以自我为中心的顾客。他的主观意志很强，做什么事都依照自己的经验，并且认为自己的意见是最好的，而对别人的意见基本上不予考虑。 个人意志型顾客喜欢表现自我，“我……”是他的语言表达方式，同时，他说话的音量一般比较高，语速比较快，问的问题也很直接，而且有比较强的控制倾向。 推销员在跟个人意志型的顾客约会的时候，千万不要迟到，否则他会认为你对这个约会不重视，是一个缺乏信用的人。另外，他更加关心的是产品的效果，即能否降低成本、增加收入、加快生产进度等。一般来说，他们都有很强的升职愿望，因此，如果你的产品能够帮助他做到这一点，你的推销将更加容易成功。 个人意志型的顾客十分善谈，和他交谈的时候，应该围绕他的工作业绩等话题进行，因为他很喜欢跟别人谈及他为公司作出的重要贡献。推销员在交谈的过程中，要做到言简意赅、切中要点，而且应该直奔主题。与理智型顾客一样，推销员不要期望轻易改变个人意志型顾客的意愿或观点，当然，如果你有了充分的证据，他也会适当改变的。 和理智型顾客正好相反，个人意志型顾客的决策速度是比较快的，他常常被认为是“缺乏耐心”的人。因此，一旦他提出异议，推销员最好予以合理的解释，以便促使他尽快作出决策。 如果你在客户的办公室里看到了大量的私人物品，那么你的顾客就是情感型的。情感型顾客是那种能够给人以感染力的人，他更加重视的是情绪和感觉，而不那么重视客观实际。 情感型顾客更加容易被鼓动和说服。相对来说，他一般不那么在乎产品的质量有多好、有多少实际用途。如果他本来不需要你的产品，但是却被你说服了，他也会很快做决定的；如果他本来就需要，那么他几乎会毫不犹豫地购买你的产品。 情感型顾客的最大特点是善于人际关系的处理，交友广泛。在与情感型顾客进行交谈的时候，你会发现他有着非常高的热情，他似乎觉得在办公室里谈论个人事情是十分愉快的。他的性格一般来说比较豪爽，行为上不拘小节，对人喜欢直呼其名，因此，跟他在一起谈话的时候，你们谈论的话题可以是多样的，不用局限于工作之类的话题。这样你可以更快地和对方产生共鸣，赢得对方的信任。 情感型顾客比较情绪化，他会更加人性化地对待推销员，但是，如果他对你的印象不好的话，他的决定就会在很大程度上受到影响。他们的喜怒哀乐一般都会表现出来，推销员一定要重视这个非常重要的信息。 推销员在向情感型顾客推销的时候，应该重点介绍产品的最终利益，而不是产品本身的特点。如果你能用那些新奇的方法来展示你的产品，效果则会更好。相对来说，他会更加关心你的感受，如果他拒绝了你的产品，他会认为对不起你，所以，这种顾客是一种可以说服的对象。 作为推销员，你可能更加愿意跟随和型顾客打交道——至少在礼节方面，你会受到很好的接待。他待人接物极其温和，极易相处，他会尽可能地避免与你发生冲突，因此，他常常掩饰自己的真实想法。 但是，随和型顾客也是最让我们头疼的顾客，因为我们没有办法弄清楚他的真实想法，因为这个原因，随和型顾客是最好相处却最难成交的。他们往往只是表面上同意你的看法，但是实际上却另有想法。 因此，在对随和型顾客进行推销的时候，应该尽量弄清楚他的真实想法，然后根据这些想法进行有针对性的说服。他的决策较为迟缓并且他本人害怕承担风险，因此推销员应该极具耐心地对他进行推销，否则将失去这个客户。
最让推销员头疼的是顾客所提出的反对意见。这些反对意见常常使他们感到不舒服，并且不知道该怎么回答。不过，那些成功的推销员却正好相反，他们担心的是对方根本没有反对意见。他们发现，顾客提出一个反对意见，也就是为自己的推销工作树立了一个目标十分明确的靶子，自己所有的工作都可以朝着这个方向努力，而成功地射中靶子的时候，也就是推销成功的时候。 一般的推销员很难理解这一点。他们所知道的是，只有顾客在没有任何异议的情况下接受了他们的产品，才证明自己的推销是成功的，但是，尽管这种情况的确值得庆幸，它出现的概率却几乎是零。在更多的情况下，如果对方没有任何异议，那么他同时也会无动于衷，最后也不会接受你的产品。这说明他对你的产品没有一点儿兴趣。 比如，顾客说：“太贵了。” 顾客心理动机： （1）我想获得实惠，而表现出想让销售人员降价的意愿； （2）产品的包装形象看上去不值那么多的钱； （3）我很想买，可是价格太高了，我负担不了； （4）我只是随便看看，并不想购买。 当顾客提出这样的疑虑时，首先要注意顾客的表情，如果表现出惊异的表情则说明顾客接受不了这样的价格；如果面部表情没有太大的变化而说产品价格太贵了，则说明顾客可以接受这样的价格，目的是想让价格降得更低，使自己获得更多的实惠；如果顾客说价格太贵，而又没有下文，则表明顾客没有购买产品的欲望，具体的回应应根据具体的情况而定。 你可以采取如下化解话述： A：我们的产品定位是比较高端的。 B：只是因为价格吗？除了价格还有其他的吗？ C：同样价钱，我们的品质是最好的！ D：那您想要什么样价位的产品？ ... 遇到这种情况，首先要弄清顾客的动机是什么。接着采用有针对性的方式来化解顾客的疑虑，然后举例说明即可。一般通过这两种手法很轻松就可以让顾客提高购买产品的意识和下定决心购买产品。 因此可以说，作为一个推销员，你应该真诚地欢迎顾客提出反对意见，因为只有这样，你才有成功的可能。当然，前提是你能妥善地处理顾客提出的反对意见。 有些顾客提出反对意见并不是因为他们的确反对，而是由于他们想要了解更多的信息。他们之所以通过这种方式提出来，是因为他们认为这样你会更加完整而详细地给予答复，这种反对意见可能也是推销员最欢迎的。 不过，反对意见的性质是会发生转变的。要求得到更多资讯的反对意见，如果处理不善的话，最后也会变成真正的反对意见，所以，你要在一开始的时候对他的问题表示欢迎，最后的时候重复一遍你提供的信息。只有这样，你才能十分详尽地回答他的问题，让他感到满意。 有些则是基于产品本身的反对意见。这种反对意见是顾客对产品的某一项优点和作用所提出的异议。他们不相信你说的话，或者对你所说的话的来源表示怀疑。总之，他们想让这项优点和作用得到更进一步的证明。 你可以用事实展示给他们看。比如，你宣称你的玻璃具有高强度，不妨递一把锤子给对方，让他去捶这块玻璃；你说你的化妆品曾经使许多顾客得到好处，不妨举出一两个名人来，并且拿出他们说过话的录像带；你说你的产品受到了大多数人的欢迎，不妨告诉对方这个调查是某个权威机构进行的，如此等等。 总之，如果你所说的话无法给顾客提供更进一步的证明，你就最好援引别人的话或者别的什么内容。 还有一些顾客根本就对所有的推销员反感，当然也包括你在内。这好像已经成为了一个大家都心照不宣的事实。他们并不相信推销员嘴里所说出来的话，认为它们过于虚假。一句话，他们反对你所说的每一句话。 这时候你应该尽量少地发表自己的意见，而应该把焦点转移到顾客身上，他们关心的只是自己，对别人精彩的演说没有兴趣。如果你继续谈论产品的好处，或者表示自己的话有多么可信，他们就会认为，你一定从推销中得到了许多的好处，而你所得的好处恰好源于向他推销的产品的利润。你可以告诉他们，购买你的商品，受益最大的是他们。 销售当但中也有一些顾客认为自己比推销员的知识更丰富，甚至比推销员更加了解产品。他们在听完你的产品介绍后说：“我对这种产品十分了解，你说的有些不对，我认为……”当然，他们可能的确有自己的看法，或者他们的资格可能更老，但是，他们发表意见的原因是急于表现自己，而不是想跟你讨论某个问题。 你要明白你的任务是把产品推销给他们，而不是跟他们争论谁更擅长某一方面的知识。因此，不要和对方争辩。