Chapter 36 Chapter 4 Product Introduction: Highlighting Selling Points and Attracting Attention

There was a salesman selling cosmetics door to door.In front of a store, after the necessary greetings with the customer, he explained his purpose of coming, and it happened that the other party also had the willingness to buy, so he picked up the samples and studied them in detail.Soon, the customer found the words "fruit acid" on the packaging of the cosmetics, and asked the salesman what it meant and what it did.But the salesman didn't know what to ask, and couldn't answer at all.When customers see it, they refuse to buy this product. When salespeople face customers, it is an essential link to introduce the products they sell. This requires salespeople to be familiar with and understand the relevant knowledge of their products, and master the methods of introducing products. Everything can be given a perfect explanation and answer, so that it is possible to persuade customers to make a purchase decision.

How do salespeople introduce their products so that customers can be interested in the products?This requires certain methods and skills. Before meeting a customer, you must first understand the relevant situation of the customer clearly.For example, the industry the customer is engaged in, the customer's hobbies, the customer's achievements, the customer's family situation, the customer's habits, etc.Only in this way can we sell to customers with ease, introduce products in a targeted manner according to the customer's situation, and make customers feel respected. There are many topics to talk about, so as not to cause embarrassing scenes.

When introducing a product to a customer, you must first attract the customer's attention and make him have a strong interest in your product, so that you have the opportunity to show the product and the entire sales visit process can go smoothly. When introducing products to customers, consider these questions: How can I get the client's attention? How can I prove it? How can I make customers want to buy? Only when the customer has a real strong interest in your product, will he understand it, and not just pay attention to the price. If the customer keeps asking you about the price, it can only mean that you have not attracted him with the value of the product.

When customers understand your product, the price must be a further concern.Salespersons should not place great emphasis on prices, and only talk about how cheap their products are, instead of emphasizing the selling points and cost-effectiveness of the products. Products may have many selling points. Some customers like famous brands, some like affordable prices, some like convenience, and some like fun.In the positioning of your own products, you must pay attention to emphasizing the cost performance of the products. Only in this way can you highlight the characteristics of the products. As the saying goes: "Seeing is better than hearing a hundred times." In the sales process, it is necessary to do more demonstrations.When the salesperson introduces the product to the customer, the customer must not only hear, but also see, and even test the product, so as to deepen the customer's impression of the product and increase the customer's interest and confidence in the product.

In the process of demonstrating the product to the customer, the salesperson should ask the customer how they feel while doing the demonstration, and show the characteristics of the product according to the customer's requirements, so that the customer can feel the real quality of the product, so that it is easier to accept the product. Here's what happened in the mall: "Miss, why is this refrigerator so much more expensive than that one?" asked a housewife. "Because this one is better than the other one." The salesperson replied. "I know this, but what I want to know is, what is so good about it? What outstanding advantages does it have, and is it worth so much money?" The customer refused to let go.

"Well, I don't know about this, I'm just in charge of selling." For salespersons, it is not enough to win the favor of customers, but more importantly, to win the trust of customers so that they will finally buy your products.Therefore, the professional knowledge of the product must be mastered by the salesperson, and the business quality should be the basic "hardware" of the salesperson. In order to successfully impress customers, the salesperson must show the superiority of the product to the customer in the most attractive way or statement, so the salesperson should first have a correct and thorough understanding of the products being sold.Take the century-old "Avon" company as an example. This company's business covers more than 120 countries and regions on five continents, with more than 2 million marketing representatives and annual sales of several billion US dollars. It is stipulated that everyone who promotes "Avon" products must be a 100% user of "Avon" products.Personal experience is undoubtedly the most convincing trump card for a salesperson. Only by trying it out personally and evaluating your product from the perspective of a consumer can you obtain the most reliable first-hand information, have real confidence in the product, and put Bring this confidence to every marketing, and use this confidence to inspire every customer.Only when we really understand the product, can we know what the customer is asking and respond to the questions that are closely related to the product itself.

If we say that 95% of sales is based on enthusiasm, then the remaining 5% is based on product knowledge.After the salesperson becomes a product expert, he will be able to answer any questions raised by the customer, describe the characteristics of the product without hesitation and accurately, and skillfully demonstrate the product to the customer.Only with professional and rich product knowledge can you be confident and generate enough enthusiasm to become a sales expert.Today, many top salespeople are most proud not of their sales performance but of their unparalleled knowledge of their product or service.

Therefore, the salesperson must have a full understanding of the following basic characteristics of the product before selling. The names of some products have special meanings in themselves.These names include the basic characteristics of the product, and may also include the special performance of the product, so the salesperson must fully understand these contents. Refers to the technical characteristics adopted by the product.The sales staff should be well aware of the technical content of a product.When selling, it is necessary to maximize strengths and circumvent weaknesses, and guide consumers to understand products.

Including product specifications, models, materials, textures, aesthetics, colors and packaging. Salespeople should know what kind of benefits the product can bring to customers, and this is where research should be focused.Because the reason why consumers choose to buy a certain product is precisely because the product can bring the utility he needs to the consumer.Therefore, salespeople should pay attention to the following points: Brand value: With the improvement of people's brand awareness, for products in many fields, consumers pay more attention to the brand awareness of products than in the past.

Cost performance: This is a factor that rational consumers will focus on, and this consideration will be more in-depth when purchasing certain products with relatively high prices. Special selling point: Refers to the new functions contained in the product, functions that cannot be provided by other products, etc. Service: Now people pay more and more attention to the after-sales service of products, but the service of products not only refers to after-sales service, but also includes pre-sale service and service during sale. The salesperson sells commodities, but what you should understand is that sometimes selling commodities is not as effective as selling them.

For example, high-level commodities such as villas, luxury cars, and golf memberships are often symbols of status and status, so you should make a big fuss about this "status and status"; cars, stereos, video recorders, travel, air-conditioning equipment , is what people pursue for comfort and joy, so for this kind of products, you should spare no effort to emphasize their use effect and selling points to customers; for microwave ovens, copiers, fully automatic washing machines, computers and other products, you should In terms of function and economy, give the other party "incentives"; and for pianos, large audio equipment, expensive cosmetics, jewelry, etc., they can be called "luxury goods", and you can seize the vanity of customers and exaggerate them.Grasp the effect that your product will lead to, and explain it emphatically, which will attract your customers just right. A famous salesman once said: "If you want to arouse the desire of the other party to eat steak, it is effective to put the steak in front of him. But the most irresistible thing is the 'squeak' sound of frying steak, He will think of the steak lying on the black iron plate, creaking, oily all over, and the aroma is overflowing, and he can't help swallowing." It is this "creaking" sound that makes people associate and stimulates human desires. In order to make customers have the desire to buy, it is not enough to just let customers see the product or give a demonstration. At the same time, they must be properly persuaded to make a beautiful view in their minds - the good use effect of the product. There is a master who sells air conditioners. He never eloquently introduces the advantages and disadvantages of air conditioners to customers, because he understands that people don’t want things because they are good, but because they have corresponding needs before they feel things. it is good.If there is no demand, no matter how good something is, he will not buy it. Therefore, when he sells products, he does not say stereotyped phrases such as "such a sweltering weather, if there is no air-conditioning, it is really uncomfortable", but imagines those potential customers who are expected to buy as if they have just returned from the hot sunshine. Go back to a room without air conditioning, and then say to him sincerely: "You have come home after working in the hot sun. When you open the door, you are greeted by an even more stuffy room." You just wiped off the sweat on your face, but new sweat immediately appeared on your forehead. You open the window, but there is no wind at all; Your already tired body is even more tired. But, have you ever thought about what a pleasant enjoyment it would be if you were greeted with a cool breeze as soon as you entered the house!" Excellent salespeople understand that when explaining products, they should not only be limited to the various physical properties of the product, because doing so will make it difficult to impress customers.To make customers have the idea of ​​buying, it is necessary to draw a dreamlike picture for customers on this basis, so as to greatly enhance the charm of the product. Sales is a heart-to-heart job. For salespeople, confidence is an essential quality to ensure success in sales.Salespeople not only need to build confidence in their own abilities, but also in their own products and companies.Just imagine, if the salesperson has no confidence in their products and the services they provide to customers, how can they get customers to buy your products?Only when the salesperson has unwavering confidence in the product can the customer's heart be finally touched. Li Wei is an excellent kitchen stove salesman. He is eloquent, quick thinking, and good at understanding the psychology of customers.But in a sales pitch, he still failed. That day, he held a stove sales event in a shopping mall. His enthusiastic introduction attracted crowds of onlookers, and the atmosphere was very active. Several customers were already ready to buy.At this time, his neighbor also came to the scene and asked him: "Xiao Li, since you think this kind of stove is so good, why doesn't your family use this kind of stove?" Li Wei thought for a while and said: "These are two different things, and they should not be confused. Our company's stove is very good, and I have wanted to buy one for a long time. But, you know, my financial situation is not very good recently, and my children's studies are spent. I have a lot of money, and my wife is sick and hospitalized. These things have greatly increased my expenses. I have always wanted to own a company stove, but my ability to pay is very limited these days, so it will only be later I bought it." Hearing what he said, the customers who had already decided to buy changed their minds.They said, "How can we trust you if you don't even use your product?" This illustrates a problem, that is, the quality of sales performance depends largely on subjective conditions, that is, the mentality of salespeople.Therefore, the salesperson must first have full confidence in the products he sells, so that customers can have the same confidence in the products as you do.So, how can a salesperson build confidence in a product? Successful sales depend on a good product.Before a salesman engages in sales work, he must choose the products and companies to sell, and choose products with market prospects and powerful companies.Even the best salesman in the world cannot maintain consistent sales if the product does not provide benefits and value to the customer.Only products with qualified quality and excellent functions can increase your income and change your life. Customers can hardly say no to someone who truly loves their product, who is living and emotionally fulfilling, because love of work is a prerequisite for success in business.Moreover, if salespeople can buy and use the products they sell, this will increase customers' confidence and dependence on the products invisibly. There was once a salesperson who was selling baby milk powder was always distressed by his sluggish performance. Later, when he talked with his friends, he suddenly realized that he had never let his children eat this kind of milk powder, and never thought that he would need it.Therefore, the salesperson immediately bought this milk powder for his child, and while the child was eating it, he had a better understanding of his product.After he bought the milk powder himself, his sales performance also improved greatly. Before communicating with customers, some salespersons are likely to be troubled and worried by some problems, such as: what should I do if I can’t complete the sales task?What if the customer refuses in every possible way?The more worried you are about these issues, the more likely problems will arise during the sales process.Because, while you are worried, you are actually passing on your negative emotions to the customer, and the customer will not be interested in the products promoted by a salesperson with negative emotions. For this reason, salespeople should actively cultivate their own optimistic attitude. When your attitude becomes positive, customers will naturally be influenced by you. Napoleon once inspected the army. According to the usual practice, the commander ran to Napoleon and reported clearly: "Report to the general. The headquarters has all assembled. There should be 3,444 officers and soldiers in the headquarters, but there are 3,438. Please review." Napoleon nodded with great satisfaction and said, "Very good!" Turning to his staff officer, he said, "Remember the name of this commander, and those who remember the numbers so accurately should be reused. You have to learn from him in the future, give me When reporting, try to speak with precise figures. Don’t use words like approximate, possible, maybe, or almost.” The commander who won the favor of Napoleon simply and neatly stated the actual number of officers and soldiers who should be there, appearing very professional and meticulous.In sales, using numbers to speak is not only professional, but also gives people the most basic sense of trust. Salesperson: "Hello, may I ask, is Manager Wang there?" Manager Wang: "I am, who are you?" Salesperson: "I'm from the company's printer customer service department. I have your records here. Your company purchased the company's printer last year, right?" Manager Wang: "Oh, yes!" Salesperson: "The warranty period has expired for 7 months. I wonder how the printer is used now?" Manager Wang: "It seems that you have come to repair it once, and then there is no problem." Salesperson: "The purpose of calling you is that this type of machine is no longer produced, and the accessories in the future are more expensive. I remind you to try to follow the operating procedures when using it. Have you read the manual when using it? " Manager Wang: "No, it can't be so complicated, right? Do you still need to read the manual?" Salesperson: "Actually, it's still necessary. It's okay if you don't have time to read, but the life of the machine will be shortened." Manager Wang: "We don't expect to use it for a lifetime. However, there is still a lot of business recently. What if it breaks down?" Salesperson: "It doesn't matter, we will still come to repair it. Although there will be a certain fee, it is still cheaper than buying a brand new one." Manager Wang: "By the way, what's the price for a brand new printer now?" Salesperson: "It depends on what model you choose. You are currently using 3800, and the subsequent upgrade product is 5800, but it all depends on the printing volume of a month." Manager Wang: "Recently, the volume has started to increase, sometimes exceeding 10,000." Salesperson: "If this is the case, I really want to suggest that you consider 5800. The recommended usage of 5800 is 15,000 sheets of A4 normal paper per month, while the recommended monthly usage of 3800 is 10,000 sheets. If it exceeds, it will seriously affect the printer. lifespan." Manager Wang: "Can you leave me a phone number, I may consider buying another one at the end of the year, maybe it is a follow-up product." Salesperson: "My phone number is 8520 to 123. Let me check it out. By the way, you are an old customer and there are some special cares at the end of the year. I don't know when you can confirm your purchase. Maybe I can send some good ones to you. The policy is reserved for you." Manager Wang: "What care?" Salesperson: "The channel sales price of the 5800 model is 10,100 yuan. If you buy it as a 3800 user, you can get a 20% discount, or you can give some peripherals you need as gifts, depending on your specific needs. How about it, you Think about it and then contact me." Manager Wang: "Sales, wait, so I have to calculate. It will be convenient for the people in the marketing department if I add a printer to the office in another place. Well, it is basically determined. Will you deliver the goods or we will pick them up?" Salesperson: "It's all right. If it's not convenient for you, let's send it there. I've been there before, and it's easy to find. See where to send it. When is the best time?" ... The following conversations were about specifying the location and time of delivery. The salesperson just made a phone call and it took about 30 minutes to complete the sale of a printer.During this conversation, the salesperson never left the numbers when introducing the printer, introduced the new printer to the customer from a very professional perspective, and reminded the company of the preferential policies, so success came naturally. Carnegie's experience can be said to be a model of speaking with numbers.This is how he persuaded a hotel manager to give up the idea of ​​increasing the rent. Carnegie spends $1,000 per quarter to rent the auditorium of a large hotel in New York for 20 nights to teach social training courses. In one quarter, when Carnegie first started teaching, he was suddenly notified that he should pay three times the original rent.Before the news came, the admission tickets had already been sent out, and other preparations for the start of the class had been completed.How can we negotiate successfully?After careful consideration, two days later, Carnegie went to the manager. Carnegie said to the manager: "I was a little shocked when I got your notice. But it's not your fault. If I were in your position, I might write the same notice. You are the manager of this hotel, your The onus is to make the hotel as profitable as possible. If you don't, your managerial position will be very difficult to keep. If you insist on increasing the rent, then let's add it up to your advantage or disadvantage." "Let's talk about the positive side first." Carnegie said, "The auditorium is not rented out for lectures, but for dances and evening parties. Then you can make big profits. Because the time for holding such activities is not long, once a day, every day You can pay $200 a time, $4,000 for 20 nights, oh! Rent it to me, obviously you have suffered a lot. "Now, consider the 'downside'. First, you increase my rent, which also reduces my income. Because you effectively drive me out. Since I can't pay the rent you want, I will have to find another Hold training sessions elsewhere. "One more fact against you. This training course will attract thousands of cultured, educated upper-middle-level managers to your hotel. Wouldn't it be a free advertisement for you? Did it work? In fact, if you spend $5,000 on a newspaper ad, you can't invite so many people to visit your hotel in person, but I invited you to my training class. Isn't it worth it ?” After speaking, Carnegie left, “Please think carefully before answering me.” Of course, in the end the manager backed down. Carnegie's success was only because he thought from the manager's point of view and clearly expressed the benefits of increasing rents and maintaining rents one by one. General Electric has been trying to sell classroom blackboard lighting equipment to an elementary school for several years, but it has contacted countless times and said countless good things to no avail.At this time, a salesman came up with an idea to solve the problem.He took a thin steel rod and appeared in front of the blackboard in the classroom, holding the end of the steel rod in each hand, and said: "Gentlemen, you can see that I bend this steel rod with force, but it straightens again without force. But if I use more force than the steel rod can withstand, and it will break. In the same way, children's eyes are like this bent steel rod. Damaged irreparably, no amount of money will be able to repair it." It didn't take long for General Electric to finally get its wish. When introducing products to customers, it is very important to fully mobilize the imagination of customers.It would be even better if the customer could do the numbers themselves, as it will be more impressive and understandable to them. A dentist went even further by putting X-rays of patients on the wall so that patients could see the damage to their teeth as soon as they sat down.Then the dentist will say, "Don't wait until the tooth is too bad to use to see a doctor." In the process of sales, showing certain real objects and speaking some professional language that can mobilize the imagination of customers can make customers use their imaginations on the basis of facts, thus generating a view of agreeing with the product. People's imagination is amazing, and different people will come up with different views on the same thing.Therefore, this requires salespeople to use their own professional language to pave the way for the customer's imagination, and limit or develop the customer's imagination space, which is like creating a fixed space and a fixed path to guide customers towards their own design. Imagine in a certain direction, so as to achieve the purpose of sales. A store specializing in adhesives in Hong Kong, in order to make a new type of "strong universal glue" widely known, the owner used glue to stick a gold coin with a denomination of 1,000 yuan to the wall, and declared: "Whoever can break the gold coin off, the gold coin will belong to him." All." For a while, the shop was full of people, and there were many people who came to try it.However, many people have spent a lot of effort and still return in vain.A qigong master who claimed to be "powerful" came all the way, but he also returned empty-handed.As a result, the good performance of "strong universal glue" has spread far and wide. In the same way, in the process of sales, fully mobilizing the imagination of customers will greatly promote the success of your sales. The average tire salesperson might introduce his product like this: "This tire is genuine and durable!" An imaginative salesperson might say something like this with dramatic effect: "You're driving fast at 80 kilometers an hour with the kids when you feel a series of violent jolts beneath the car, forcing you to move the The car pulled over the side of the road. It turned out that your car hit a long crack like a jaw in the road... the shock made your bones fall apart, and the bolts on the car rattled! You don't have to worry about your Tires, just hold on tight and you'll be fine, these tires can handle any road conditions!" It is not difficult to distinguish which of the above two ways of introducing products is good or bad.