Chapter 16 Chapter Sixteen Sales Eloquence

When a salesman visits a customer, he must speak with reason, from the polite words of the first meeting to the time when he leaves.This is an important moment to give full play to the salesman's ability. The key to convincing the other party lies in speaking. Some people say that what is in the heart is what is in the words.If speaking is only for expressing, then obviously the function of speaking and the content it can contain are not realized.It should be known that words are the voice of the heart, so that "speaking is precious and true". "The customer is God", the person who said this can really be called a wise man.For a salesman, everyone who enters the door is a customer, no matter whether they buy more or less, the customer is God.Therefore, they must be treated with the same language and etiquette as their superiors.Even if you have a deep and close relationship with the user or have become a bosom friend, don't forget this one.This is a fine print that must be borne in mind.

From "hello" to "goodbye", all customers should be greeted with a bright tone from beginning to end.With the mood of encouraging each other, make a vigorous voice.It is not difficult to do these two points, no matter what kind of personality a salesman can do. Speaking with sincerity and enthusiasm is the most important thing in the art of speaking.When answering an affirmative question, say "yes" with sincerity, and the pleasant voice will reach the ear of the other party, and the other party will definitely benefit from it. When broadcasting news, the announcer has no subjective consciousness or emotion, but just speaks plainly and objectively. This is the requirement of his profession, but salesmen are different.In general, speaking with emotion is crucial.When speaking without inflection or emotion, it not only sounds boring, but also gives the impression that the speaker is a grim person.

Interesting topics make people sound refreshed, sad topics make people sound like weeping, and scary topics make people sound creepy and trembling. As a salesperson, you must learn this skill. That's it, you have to say it vividly. Talking with customers, whether it is chatting or business negotiation, must be emotional, so that it will be effective.However, unless you are chatting, in general, especially in business negotiations, you must restrain yourself or anger, irritable or sad emotions. People who can talk are people who can listen.People who don't want to talk non-stop but listen attentively are the best talkers.

In everyday conversation, it is quite difficult to be able to listen.Don't talk about listening, some people can't even do the most basic principles of talking to each other.As soon as the other party opened his mouth, he immediately interrupted the other party, but he himself continued to talk at length. When the other party felt unhappy and stopped talking, he thought that the other party was persuaded by him, so he felt complacent.There are quite a few such people.People who usually have these problems are not easy to find themselves. Daily conversation is a stage to improve the art of speaking.Salespeople should pay attention to some bad mistakes in other people's conversations, and make them good materials to guard against themselves.

Being able to listen is a very important part of the conversation with the other party.This is a secret to winning the favor of the other party. It is a pity that many salespeople are eager to sell products, ignore what the other party says, and are always eager to ask questions or interrupt the other party's words during the negotiation, or express their own views.None of this is appropriate. Haste makes waste.If you want to make the transaction successful, it is a good time for success to come when customers make a long speech.You should be happy about this, so when the other party is talking endlessly, you should immediately raise your spirits to listen, and from time to time say with great interest: "What happened later?" to listen to the other person's conversation.

For customers who like to talk, as long as the salesperson listens attentively, he will be smiling and very happy. In this case, when the other party shuts down the chatterbox, he may immediately say: "That's it, let's make a contract!" Even if the contract cannot be signed, he will happily wait for your next visit. Some people like to say some difficult words, and use some out-of-the-ordinary and literary words to show how knowledgeable they are; Use some idioms and allusions that the other party cannot understand, and mistakenly think that the other party will think that he speaks concisely, articulately, and very knowledgeable.

For example, say to a customer: "After the rain, everything is renewed, which makes people feel refreshed." Although I rack my brains and insist on words, the other party does not know how to explain "refreshing", or "the sky is clear after the rain, the air is refreshing, so happy!" Well, both gracious and understandable.If the other party has a strong personality and he can understand some difficult words immediately, then he may be interested and think "this kid can really do it".If the other party doesn't understand what you mean, he will mutter in disgust: "What the hell is this person talking about? What a mess!"

Some people, especially the salesmen of some big companies, like to use some uncommon foreign words (mainly English) in conversation. Although rich language is an advantage, if the other party does not understand, they will feel at a loss and embarrassed.Therefore, those who have the eccentricity of using foreign language must stop in moderation.What should I do if there are some abnormal words that the other party may not understand but have to say?Then try not to hurt the other party's self-esteem, and express it in a gentler way. Some people are critical, cryptic, and stingy, which is very annoying, and salespeople should learn from it.

In the process of talking with customers, unless it is a proper term that is difficult to understand, generally speaking, you should use as faithful and easy-to-understand language as possible. Only in this way can the other party feel cordial. As the saying goes: "A thousand cups of wine is less than a bosom friend, but half a sentence is too much if you don't speculate." This sentence tells us how to win the favor of customers.The choice of language can be said to be very important and indispensable. Language can communicate ideas between people, and it can also hurt each other's self-esteem.The one who speaks often feels that it doesn't matter, but the self-esteem of the other party is often stabbed by improper words, which further deteriorates the relationship between the two parties.This situation often happens in our daily life.

Although the speaking party is harmless, the other party feels insulted, ridiculed and teased.This is mainly because the speaker speaks ill-consideredly and does not pay attention to the wording. The above situation is especially important for salespeople.Before the other party speaks, you must be prepared to respond from the beginning to the end: "What should I say so as not to hurt the other party's self-esteem?" For example: You visit a store and there are no customers coming to the store. In this case, if you joke: "Oh! It's so quiet that it seems to be closed." (no sound) or: "This place has been haunted Right! Why can’t you see a living person?” Although it’s a joke, the other party will sound uncomfortable, implying that you want his shop to close early, so how can he like you?

At this time, you'd better say: "It's hard to be free! I think there will be a lot of customers in the afternoon, and you will be busy then!" (If you go in the morning) Then talk and see how the other party responds. Not only to customers, customers, and people who are not familiar with you, but also pay attention to your friends.For example, if you feel that the other person's complexion is not good, you can say: "Why do you look like a dead person!" If the other party has no physical problems and is in good spirits, you will feel uncomfortable when you hear this.Although you care about him and have good intentions, the effect is just the opposite.The other party may think in his heart: "This guy is really nothing, I want to die early!" In this situation, you can start by saying: "How are you? How is your health?" If the other party does not reply "Very well, thanks to you", but instead says "I'm not feeling well recently", you can say: "Take care..." That's what it means to be considerate.Therefore, you must learn to consider the other party's situation, and don't have the bad habit of talking nonsense from your own standpoint. There is everyone among the customers.Some are willful, some are impatient, some lose their temper, and some speak with catchphrases.As a salesperson, you have to deal with all kinds of people. If you always talk in your own fixed tone, you won't be able to talk to everyone.If you don't do it well, you will get "rolled eyes" by the other party, and some people have already been rejected by the other party before entering the negotiation stage. In the face of the above situation, you must constantly check your own words and make timely adjustments, and quickly change the subject before the silence, so that the talks can go on smoothly.During business negotiations, the atmosphere can sometimes turn sharply and the two sides can argue fiercely.But no matter what the occasion, you must remain calm and not allow yourself to make gaffes or gaffes.If you lose control or make hurtful remarks and annoy the other party, the other party will refuse to communicate with you from then on. For this reason, when an excellent salesman talks with a customer, he must rack his brains to choose the language.But it's not okay to be overly respectful or to use admonitions indiscriminately. Use plain, honest and friendly language. Only in this way can you succeed.These seem to be difficult, but in fact, anyone can do it as long as they have the heart. As long as they practice more, they can have the ability to deal with any customer. In addition, learning the above method and making it a habit is also useful not only for customers, but also for bosses and colleagues.So when talking, please pay attention to your wording, and don't hurt the other party, remember! Those who think sales work requires humility will be uncomfortable at the thought of spending a day with insincere flattery.Especially young and simple-minded people may be particularly disgusted by this.Indeed, explicit compliments can be unpleasant for both parties, and sycophants are often looked down upon. Sometimes it's a virtue to compliment others, but don't say something that doesn't come from your heart.As long as you use appropriate words or sincere words from the bottom of your heart, the other party will be very happy. People have self-esteem, and they always hope that others can affirm their strengths.If you can grasp this point and satisfy the other party's desire, then you will be able to succeed.The other party will also think that you are a person who understands others, maybe he can give you his "heart". As long as it is a well-worded compliment to the customer, you can say it boldly.You can compliment the customer himself, such as appearance, physique, personality, character, interests and hobbies, etc. In addition, you can also compliment the other party's family members, employees of the other company, store layout, decoration, development of the other company, etc. The feeling of the scene is more worthy of compliment, so that not only the atmosphere will become active, but also the talks can go smoothly.People who are not used to doing this kind of thing will be very unnatural when complimenting each other. It is recommended that you don't think about the consequences at the beginning, just think "how can I say something to make the other party happy?" Then choose what the other party likes to hear , I learned it over time. Once you are proficient, you can use it flexibly. Sometimes you will flatter the other party as if you are very admired, and sometimes you will deliberately contradict the other party with straightforward or even hard language. As long as you use it well, it will have good results. The essentials of compliments can be learned by personal experience, and there is no need to ask others. Some people will use the same words repeatedly in the process of speaking. After a long time, it will become a language problem without knowing it. A lecturer at a certain university always used the colloquial expression "um—" in his speech. Someone counted them carefully, and there were more than sixty "um—" in 30 minutes.Even those who preach and teach are like this, let alone ordinary people. The most colloquial words are probably the conjunctions "um", "this", etc. Although listeners may not be disgusted with people with colloquial words, and sometimes even find it funny, most people will think it is insincere and childish. In addition, there are colloquial expressions such as "so", "in a word", "especially", "but", "also", "absolutely", "must", "no", and "out of the question".No matter which one of the above-mentioned spoken language is very strong and harsh, it is also easy to arouse the other party's resentment.A manager with good sales performance once emphasized this issue to his employees: I have had "speaking to the bottom", "basically speaking", "I still want to take the liberty to ask you if it is okay" Wait for spoken words.For example, once, I had a very pleasant discussion with a certain client, and before the end, my old problem recurred, and I couldn't help but say: "In the final analysis, do you want to buy it or not?" His face changed, and he sneered and said, "I'm sorry, although we had a good talk, my conclusion is No." These spoken words appear to be too purposeful, and second, they contain the tone of blaming the other party or boasting , so it is easy to offend the other party.Once you offend the other party, it will take a long time to eliminate the other party's resentment.It's been a long time. Spoken words that affirm the other party's opinions like "Yes", "That's true" are easy to be accepted by the other party, and generally do not cause trouble, but words like "But", "No" and "That's unreasonable" Negative colloquial expressions such as "all in all" and "anyway" are easily misunderstood by the other party. Some people like to talk about the same thing endlessly. The intention is to express the meaning clearly, but the listening party is already bored.Saying nice things three times can be tiresome. As a salesman, talking and talking is not good enough, and it should be completely corrected.To treat this kind of problem, you need to be careful at the beginning, even if the speech is a little blunt, it doesn't matter, you must grasp the main points and practice repeatedly. Generally speaking, pleasantries are the first hurdle for salesmen to communicate with customers.If the greetings are appropriate, the first door of sales will be opened in response.For example, when going to a company or a customer's home, the two parties exchanged business cards and sat down after the other party said "please sit down".After sitting down, don't rush to put the other party's business card into your pocket. You should put it on the coffee table or table in front of your seat, so that you can use this time to remember the other party's position and name. Sometimes the other party takes the initiative to find a topic. In this case, just follow the other party's topic.But generally speaking, you should speak first, for example: . "I'm sorry to bother you during your busy schedule." If you don't have an appointment in advance, you can say: "I didn't say hello to you in advance, I'm sorry." If you're new to work, you can say, "I'm sorry to bother you so early in the morning." If it is after three o'clock in the afternoon, say: "I'm sorry to disturb you at this late hour." Next, say some polite words about the season, or wish the other party a prosperous career, etc. Experienced salespeople can omit the above-mentioned stereotypes and come up with some ingenious opening remarks.For example: You can start from the first impression of entering the company: "The employees in your company are really amazing, which surprised me." The other party may then ask: "Where do I start?" It can be seen that they have received such a warm reception." The other party will definitely be happy to hear the words of praise for their company, which also creates a good atmosphere for the following topics. However, if the above-mentioned opening remarks are used improperly, it is easy to cause trouble, so it is best for novices to use them after gaining experience. Unless the other party urges you or you don’t have time, it’s not necessarily good if you start the conversation with only a few words, and if you enter the topic before the atmosphere between the two parties is harmonious, the efficiency will be very low, so you can’t act too hastily. Generally speaking, thirty to forty minutes is appropriate for the meeting in the reception room of the other party.However, this also depends on the specific circumstances at the time.When you know that the other party is very busy, or the other party's employees come in and out frequently, as if discussing something, or the other party can't sit still and calm down, as if there is something wrong, or there are other guests waiting If the other party has an interview, etc., it is necessary to take timely measures according to the situation at that time. Even if the conversation is not over, you must be considerate of the other party and leave first so that we can talk again at another day. It is common sense to say "thank you" in a low voice and nod your head if someone brings you tea or coffee during a conversation, but it is often overlooked when the conversation is at a climax.If you are polite to the person who serves the tea, it is easy to win the favor of the other party, and it is also conducive to the atmosphere of the negotiation. Don't underestimate these small gestures. After greeting each other and before entering into business negotiations, there is often a "cold" time. How to deal with this time is more difficult. If the opening remarks at the meeting are taken as the first step in the conversation strategy, then the conversation at this time is considered the second step strategy up.At this time, it is necessary to draw out topics that interest the other party as soon as possible.This is very important to the success of the negotiation. Before the interview, if you have collected the relevant information of the other party and made full preparations for the second step of the strategy, you will be able to talk with ease and without leakage.If you don't have information about the other party and don't know the other party's interests, hobbies or experiences, you must do everything possible to find a common topic.For example, praise the taste of tea, coffee and other beverages, the elegance and chic of office furniture, and the high-end chairs and sofas.When you say "Your sofa looks like a general manager", the other party will smile slightly, thinking that you are quite interesting.If there are plaques or calligraphy and paintings on the wall, you can ask: "Do you like calligraphy and painting?" TV news, sports games can also be used as topics.For example, during the World Cup, you can ask the other party: "Do you like watching football?" If the other party answers "Yes", you can further ask: "Which team do you like?" Then you can use yesterday's game as a topic . The opponent may be a fan, or they may be in a bad mood because their favorite team lost yesterday, or some people may be indifferent to sports games due to busy work or lack of interest, so self-righteous and random performance is not acceptable.When chatting, pay attention to observe the expression and reaction of the other party, and change the topic in time if the other party is not interested. If you can talk congenially at the first meeting, it will be smoother in the future.Generally speaking, in this case, you should say something happy, not something frustrating.If the other party is talking non-stop, then you should listen carefully, and then turn the topic to the main topic in a logical manner according to the time and situation. Eloquence is the key to sales.For many marketers, training in sales pitches is important.In response to this, the industry pointed out the following principles. Put yourself in the customer's shoes.The appropriate speaking speed is 120 words per minute; abandon the salesman's habit of eloquence; try to avoid straightforward negotiations; explore what you want to know by questioning; try to help customers solve their problems. To state the subject directly, with reasons and evidence.Use product samples and manuals as proof of yourself; keep the topic in the conversation, and listen to the other party's opinion immediately after expressing your own meaning, so as to prevent mistakes; generally do not rush to express your inner purpose; understand the other party's general It is best to mention some of the situations in the conversation from time to time, which will make others feel kind. Key points for using the Product Description Fact Sheet.Don't let customers touch; confirm the customer's understanding; the printed text should be converted into spoken words to explain to customers; when explaining, express it fluently. Don't interrupt others when they are speaking.Only express your opinion when others ask for your opinion, so that you can get twice the result with half the effort; don't directly oppose some of the other party's views, and pay attention to avoid using accusatory words such as "you don't need to say", "no", "you are wrong", it is best to start from Point out other people's shortcomings from the side; there is no need to argue when selling, modern people have obvious personalities, if you argue, it will only make things worse; when others are happy, pointing out other people's mistakes is often not offensive. Show evidence for the other party to see.Other products should also be thoroughly researched and analyzed; materials for negotiation should be collected; and more information should be given to customers. Let the other person into your territory.To avoid positional confrontation, it is best to adopt an inclined angle; the atmosphere will change when the place is changed; showing the real thing can win; show the highlights of the real thing; don't forget to bring some small props when negotiating. Talk less and listen more.Don't interrupt; don't be too argumentative; don't rush to express your point of view; it's best to repeat it when you understand the other person's purpose and situation. Don't say anything that makes customers angry or unpleasant.Avoid talking about religious views, the shortcomings and weaknesses of customers; promote customers to the top; use sincere language to discuss with customers; don't let the other party have the impression of "selling"; treat customers' objections and rejections correctly. Get to the point and keep it in mind.When discussing, avoid both sides getting off topic; don't directly oppose a certain point of view of the other party. In a market economy, selling products is the only way for an enterprise to enter the market. The process of selling is actually a process in which salesmen use various selling techniques to persuade customers to buy their goods or services.As the saying goes: "10% business is 70% talk." Talking about business is mainly a word of "talk". "Talk" is the process of eloquence communication.Here are a few sales eloquence techniques. Generally speaking, salesmen sell products in a short period of time.In just a few minutes, if your words can keep the customer and move his heart, the business will be closed; if you can't keep it, a deal will be blown.In addition, in the market competition, to highlight yourself and attract customers to your side also requires distinctive and distinctive language.Therefore, the salesperson's words are strongly seductive and exaggerated.For example: In the market, the fishmonger shouted loudly in the morning, "Fresh live fish, five yuan a catty", trying to highlight the word "fresh".In the afternoon, it becomes "Come and buy it! It costs five yuan and two catties", which is a message highlighting the cheapness. When the user has the desire to buy a product but is hesitant, use aggressive techniques appropriately to stimulate the other party's competitive psychology and urge them to make a quick decision, but you must grasp the intensity of the excitement. As the saying goes: "Don't be afraid of not knowing the goods, but be afraid of comparing goods." When we are selling, we bring similar products (or fake and inferior products) for comparison, so that customers will have a sense of difference in the comparison, which will increase your persuasion force.But in the process of comparison, it should be based on facts and not exaggerate. In the process of selling, we often find that some customers will refuse to sell without thinking. Therefore, the saying "sales begins with rejection" is not true at all. In such a situation, the salesman should not "shelter away", but "go up to the difficulty".At this time, clever questioning is the key.Asking questions can eliminate the sense of coercion on both sides, ease the atmosphere of the discussion, and find out the other party's cards; it can determine the extent of the sales process; it can understand the obstacles of customers and find countermeasures; To deal with the most powerful means of eloquence, one must master and use it proficiently. If some problems are difficult for customers to understand with only a three-inch tongue, then it is necessary to use real objects, pictures, models, etc. to illustrate and demonstrate.Small commodities can be carried with you and fully displayed in front of customers.However, large commodities such as electrical appliances, automobiles, machine tools, etc., or abstract commodities such as securities, labor services, services, etc., cannot be carried around, so the benefits need to be concretized and visualized.If necessary, customers are invited to visit the site in person, and demonstrate the functions, characteristics, and usage of the product one by one to fully demonstrate the charm of the product, which is more attractive and convincing than verbal explanations.For example, a salesman walks into the customer's office, after greeting the owner, he points to a piece of glass that is covered with oil stains, and politely says: "Please allow me to wipe it with the cleaner I brought." The glass was wiped clean without any difficulty, which aroused the interest of the customer, and the business was quickly completed. Some people say that a thoughtful word attracts thousands of customers.This makes perfect sense. In selling products, a thoughtful word will make customers completely "forget" that you are a salesman and regard you as their bosom friend; a thoughtful word can narrow the distance between you and customers and make them obey you.In this way, not only opened the market for the product, but also made friends, helped customers, and finally helped myself. As a salesman, you must first have good eloquence.But eloquence does not come out of thin air, it requires the salesman to have certain qualities.Let's take a product salesman as an example and list some necessary qualities for reference. There should be a considerable understanding of products and customers.When a customer asks a salesman, if he doesn't know this or that, he will lose the customer's confidence in buying.On the contrary, if you can master a wider range of knowledge, you can make an interesting introduction to the size, weight, quality, packaging and other aspects of the product, which can stimulate customers' confidence and desire to buy.For example, a clerk introduces a fox fur to a customer.The customer said: "I'm afraid it will be out of shape when it is rained." The clerk explained: "Absolutely not. Just imagine, when have you ever seen a fox holding an umbrella on a rainy day?" So the business was closed.The clerk used his biological common sense with a sense of humor to relieve the customer's worries at once. When dealing with customers, the salesperson should adopt a more amiable attitude.Customers psychologically prefer other people's attention, obedience and respect, so make sure your behavior is in line with etiquette.Your candid tone comes naturally only if you have sincerity in your heart.When some salesmen talk to customers, they argue with each other in a quarrelsome tone, which is obviously asking for trouble.Some salespersons refuse to answer the price of the product, thinking that "it's annoying to repeat it over and over again", but for customers, it is often only the first time to ask a question, and their requirements should be met. There is enthusiasm for selling and enthusiasm for buying. If you have the point of "enthusiasm", no matter how big the prejudice and resistance of customers are, they can be easily overcome.When receiving any customer, you have to consider as much as possible what kind of impression you will leave on the customer.Loss of enthusiasm equals loss of vitality, and you can't accomplish anything when you're unhappy. For customers who want to buy, you have to think to yourself: What services can you provide him?Customers are also human beings. If you intend to serve him, the stronger your awareness, the more sincerely he will repay you. Napoleon said: "Imagination rules the world." Imagination combined with flexible language enables you to vividly describe the value of goods and the benefits available to customers.You must know that product design is dead, but customer purchase criteria are alive and changeable.Through the imagination of the salesman, the customer's standard can be changed from different angles.For example, if a product is red, you can say "red" symbolizes love; if it is black, you can say "black" to show elegance.Exactly how to say, depends on your imagination. When sales negotiations are deadlocked, you must be good at making constructive suggestions decisively.This kind of suggestion can open up the other party's thinking, and will make the other party respect and trust you. The British poet Philip Sinney once said: "Friends trust each other with things, don't hesitate because of big things, and don't be negligent because of small things." We should be willing to fulfill any requirements put forward by customers in sales.Do what you can, and do it with honesty and sincerity. A superb salesman should be able to skillfully use diplomacy to eliminate customer dissatisfaction without competing with customers.If the customer is dissatisfied, the product shown to him is not what he needs.Although the salesman is sure that he is not wrong, he can make some concessions and say, "Sorry, I misunderstood you." This is easier to solve the problem than to make excuses. In order to overcome the resistance of customers, you must be quite patient and never miss any opportunity.If you feel that the other party intends to buy your product, you should persevere and continue to work hard, and don't give up because of embarrassment.Although you have asked for the other party's opinion five or six times, and the customer is thinking about it in his mind, you have given up asking for advice for the seventh time, and all previous efforts have been wasted. No matter what the situation is, the salesman must be able to adapt to the situation.Because the working conditions are often unstable, the salesman should be fully prepared to prevent accidents, especially when facing some restless customers.When recommending products to customers, don't tell all the advantages of the product in one breath, because customers may have doubts and wavering at any time during the purchase process.In this case, if the salesman makes some new supplements to the advantages of the product.Supplement and explanation will help customers make up their minds to buy.