Chapter 28 Chapter 26 Basic Skills of Sales Eloquence

A salesperson 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, it will affect the customer's confidence in buying.On the contrary, if you can master a wider range of knowledge and make interesting introductions to the size, weight, quality, packaging and other aspects of the product, you can stimulate customers' desire to buy.For example, a clerk introduced a fox fur to a customer, and the customer said: "I'm afraid it will get out of shape if it gets rained." It was a deal while talking and joking.The clerk used his biological knowledge to relieve the customer's concerns at once.

Sales staff should adopt a more amiable attitude when dealing with customers.Customers psychologically prefer other people's attention, obedience and respect, so make sure your behavior is in line with etiquette.A humble, courteous tone will come naturally only if you have sincerity in your heart.When some salespeople 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.

Only when there is enthusiasm in selling can there be enthusiasm in buying. You have the point of "enthusiasm", and even the greatest prejudice and resistance from customers 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: 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 the product and the benefits it brings to customers.You must know that product design is dead, but customer purchase criteria are flexible and changeable. Through the salesman's imagination, the customer's criteria 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.How to say it 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 quarreling with customers.If the customer is dissatisfied and says that 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 your meaning." This is better than justifying. It is easier to get the problem solved.

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 the other party for their opinions five or six times, and the customer is thinking about it in their minds, you have given up asking for opinions for the seventh time, and of course 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 customers who have not yet made up their minds.When recommending a product to customers, don't state 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 and explanations on the advantages of the product, it will help the customer to make up his mind to buy.

The famous American salesman Frank Betteger, after making many appointments, finally met his first celebrity client in his sales career: Mr. Hughes, the owner of a certain automobile company. When Frank walked into Mr. Hughes' luxuriously decorated office, he was trembling with nervousness.It took him a while to suppress the trembling, but he was still too nervous to utter a complete sentence.Mr. Hughes was amazed at his behavior. Frank stammered: "Mr. Hughes... ah... I've wanted to come to see you for a long time... um... now it's finally here... ah, but now I'm so nervous that I can't speak."

Mr. Hughes said to him very kindly: "Don't be nervous, relax a little, I was just like you when I was young." After his encouragement, Frank's heart gradually calmed down, his hands and feet stopped shaking, and his mind became clear. It was finally able to proceed smoothly. From the sales examples above, it can be seen that the sales master was so nervous in the client's office that he couldn't express himself clearly. It can be said that his nervousness and timidity restricted his eloquence.I believe that most salespeople have had this experience. When they face friends or acquaintances, they are often able to talk and laugh freely and eloquently.But once facing customers, especially those who seem more serious and have higher status, nervousness and timidity will inevitably appear.In fact, this is also a normal psychological reaction of people. However, you should try to overcome it, because it is a huge obstacle in sales work.In fact, once the nervousness and timidity are eliminated, the words in the heart can be expressed smoothly.Therefore, it is the basic starting point for salespeople to overcome the factors that restrict eloquence in sales.

Having good eloquence, but not being able to use it; having very clear ideas, but being incoherent at critical moments, this is what many people will encounter in the sales process.Therefore, it is very important to remove these obstacles that hinder the development of eloquence. Under normal circumstances, the factors that restrict sales eloquence are roughly as follows: Confidence is the psychological basis for a successful career. "With self-confidence, you may not be able to succeed. But if you don't have self-confidence, you will definitely not succeed." Therefore, a person without self-confidence will never succeed.

For sales work, the importance of self-confidence is even more prominent. A salesman without self-confidence cannot be liked and respected by others in his interactions with others, and he cannot achieve good performance.Because in communicating with customers, every sentence is a true portrayal of the heart. If there is a lack of confidence, the other party will easily find some clues from the words.If you are always thinking "will I be rejected this time", "will the client appreciate me", "whether I am right", etc., can you still express the meaning you want to express fluently?

Get rid of inferiority complex, build self-confidence, carry out positive self-suggestion, self-motivation, express and show yourself boldly, this is the first step that a successful salesman should take. Many salesmen said that before expressing their opinions to customers, they would often be very nervous and afraid, and as a result, they couldn't say what they wanted to say.Therefore, it is impossible to communicate smoothly with customers, and the final sales effect is not satisfactory.Therefore, overcoming nervousness is the first thing a salesperson needs to solve before speaking. In actual communication, there may be many reasons for salespeople to feel nervous, but in fact, salespeople should believe that this is a problem that many people will encounter, so they should try to minimize this tension, which is an effective way for both parties to communicate. A prerequisite for communication, because only when there is no tension, the salesperson can express sales to the customer more smoothly. There are many ways and techniques to relieve tension, the most important of which is to correct your mentality. Before meeting a client, you might as well hint to yourself in your heart: the other party may be very kind, and even if he is not, then he is just a kind person. An ordinary person like everyone else, why should I be nervous?In addition, you can also take a few deep breaths before meeting the client, hold for two or three seconds each time, and then repeat several times.In this way, you can effectively adjust your mentality and relieve your tension. Lack of control over one's emotions is perhaps the most destructive constraint on eloquence for a salesperson.Just imagine, if the customer says a few unpleasant words, the sales staff will immediately counterattack the customer with similar words, then the failure of the sales work is also expected. Therefore, salespeople must remember when communicating with customers: learn to restrain and control their emotions.As a salesperson, you have to come into contact with all kinds of customers with different personalities and tempers. For those customers who make you feel very uncomfortable, you don’t have to be familiar with them at all, and you don’t have to take their radical words and deeds to heart.Because, they are your customers, and selling to them successfully is your sole purpose. Only when you control your emotions and maintain a stable state of mind can you achieve a calm mind. Modern society is a society that pays more and more attention to professionalism, and customers have higher and higher requirements for product specialization.If salespeople don't know enough about the products they sell, or aren't professional enough, how can they make customers feel at ease and satisfied?Just imagine, if the customer asks the salesperson several questions about the product, but the salesperson can't answer them, what will the customer think?Is he still willing to buy your product? Therefore, in sales, the salesperson's mastery of product knowledge directly determines the speech and display in front of customers.Therefore, sales staff must understand their products in detail, and they must also be well aware of the composition, performance, and efficacy of the product.In addition, it is not enough for the sales staff to have a full understanding of their own products, but also to know the products of the same industry. Many salespersons can’t find a topic when communicating with customers, and they don’t know what to say. This is due to the lack of knowledge and information.The lack of knowledge and information is also a factor that restricts eloquence and hinders normal communication, because no matter what you talk to others, you must first "speak something". Therefore, in order to become an excellent salesperson, in addition to knowing as much customer information as possible, you should also pay more attention to current affairs, understand social hot spots and some latest situations, such as enriching your own knowledge through newspapers, the Internet, libraries, etc. Knowledge.In a word, the key lies in the continuous accumulation of perseverance. Good sales eloquence is not about being able to speak eloquently, eloquently, and sharply speaking, nor is it just saying good things, only saying what customers want to hear.Sales eloquence must first be able to achieve one's own goals, express intentions, ask questions, and demonstrate right and wrong.Dare not to express their own ideas, dare not insist on their own views, dare not protect their own interests, even if such a salesperson is eloquent, he is just a flatterer. How can he facilitate the transaction and achieve the goal of successful sales? Having a good eloquence is the dream of every salesperson.So, what kind of eloquence can be considered a good eloquence?Specifically, good sales eloquence should meet the following conditions: When communicating with customers, salespersons should fully respect the personality and habits of customers, and remember not to say words that make customers lose face.Euphemistic and subtle language can help you express yourself well.If the customer puts forward an opinion, it is difficult for us to give an accurate evaluation for a while, so we can say: "Your opinion is worth considering, thank you very much!" When smart salespeople face customers, they will not talk endlessly and eloquently. They will slow down their speech speed or even pause according to needs, effectively "leading" customers' thinking, allowing them to understand products, Learn about the product, generate interest, and make a purchase decision. To be reasonable means to tell the truth and express one's true thoughts.When you are selling, sometimes you will have differences with customers in terms of opinions and emotions, and it can be said that there are very few cases of complete agreement.Sometimes what the customer said and the questions raised are unacceptable to you. At this time, you must boldly express your position, viewpoint or idea.Of course, when expressing your position, you should be well-founded, so that you can better understand and convince customers. In addition, when the salesperson communicates with the customer, he must have the ability of self-control, that is, "regularity".Everyone has their own interests, standpoints, viewpoints and views. Maybe the customer's views and opinions are different from yours. At this time, you must keep calm and seek communication to achieve mutual understanding.Of course, there are also customers who deliberately belittle you and provoke you. At this time, you should keep calm and think about countermeasures, otherwise, you will be fooled by customers. Therefore, you must control your emotions and language, otherwise, it is easy to speak indiscriminately when you are "unbalanced and angry".In this case, one word often hurts friendship, one word breaks friendship, and one word breaks business. In sales, you must not get angry because of a word or a certain attitude of the customer. You should think about countermeasures calmly and rationally, and express your views through a gentle and decent attitude.A salesman who is good at talking does not quarrel with customers tit-for-tat, nor does he ask questions red-faced, but talks gently, calmly, with a smile, and in a reasonable manner. Being coherent means paying attention to causality, context, and categorization when speaking.When expressing different ideas, pay attention to the use of transitions and turning points.If you want to express multiple views and opinions in a conversation, you should pay attention to using sentence patterns such as "in addition...", "there is another question...", "more importantly...".In this way, customers can adjust their thinking according to your language and understand the main points you express. Being well-organized is the basic skill of speaking. Only when you are well-organized can you express yourself clearly. The charm of language is endless. Vivid, lively and humorous language can enable sales staff to vividly show the advantages of products to customers when introducing products, and customers can easily understand them.In sales, customers may not be able to accept some new terms and terminology of the product for a while. If vivid metaphors can be used, it will be more conducive to customers' understanding. When communicating with customers, salespersons must learn to observe words and expressions, and be good at observing customers' reactions.Generally speaking, you can understand the customer's state of mind through the customer's facial expressions, tone of voice, severity, gestures and other behaviors.When dealing with customers, speak patiently, be able to explain in detail, and put yourself in the customer's shoes. Customers always like to do business with enthusiastic, cheerful and smiling salesmen, because they can get cheerful mood and considerate service.In sales, the salesperson should first praise the customer from the heart to make the customer feel comfortable, and then introduce the product with enthusiastic language, so that the customer can learn useful things and spend a pleasant time. time. Ideal sales performance is based on effective communication. To communicate effectively with customers, you need to master certain speaking principles.Honesty, authenticity, proper address, sense of propriety, timely stimulation, emphatic focus, skillful negation, good irony, preconceived ideas, clear hints and other speaking methods are the experience of some successful salespeople.In the specific sales process, the salesperson should use it reasonably according to the specific situation of the customer. This principle requires every salesperson to give full attention.Because, in reality, we found that some salespersons always like to persuade others, and he will be satisfied only when they are forced to make excuses.As everyone knows, this is a very annoying behavior. Because the ultimate goal of sales is to make a deal, not to convince customers.Don't hold the mentality that only by winning the customer first can you persuade the customer to buy.Experienced salesmen know that to win, you might as well bear with the small things.When selling, the more pressure your words put on the customer, the greater the customer's resentment. People who have worked in sales should have this experience. When they meet customers with sloppy appearance and disheveled clothes, especially when they go to some high-end places, they will feel that their image is very shabby, which often leads to lack of confidence. Inferior, lack of self-confidence when speaking, unable to perform at one's own level, and it is likely to have a negative impact on one's sales work. The famous insurance salesman Frank Betteger once said: "Although you can't judge people by their clothes, the function of clothing is obvious-gaining self-confidence. Try to dress decently, and you will find that others trust you Visibly increased. This method works really well and will make you look your best." Appearance is the first impression a salesman gives to a customer. A well-dressed salesman and a disheveled salesman come to the customer. There is no doubt that the customer will have a good impression on the well-dressed salesman. It is also human nature. Paying attention to appearance is very important for salesmen, why should we pay so much attention to appearance? (1) A good image can increase self-confidence.There is no doubt that a good image can increase self-confidence.I believe everyone has had this experience, when you walk into a luxury hotel, walk into a large fashion boutique; It will make you feel a kind of self-confidence invisibly, and then you will have a more generous and natural speech and behavior on these occasions, appearing chic and comfortable.On the contrary, if you are dressed casually, even untidy, with messy hair and uncoordinated clothes, at this time, people around you will look at you strangely, and you will naturally feel very embarrassed, and your self-confidence will also be affected. Then it plummeted. Image is very important, especially for salesmen, they have to prepare to appear in such formal occasions all the time, and more importantly, he has to face many important people, such as the boss of a big company , leaders of government departments, celebrities, etc. All in all, he has to contact people from all walks of life, so image is very important to him.A neat appearance can increase his self-confidence, so that he can eliminate, or at least reduce, his inner tension and fear when facing these people. (2) A good image can gain the trust and attention of customers.For a salesperson, his level of knowledge and eloquence naturally play a decisive role in his sales, because a person's intrinsic value and personality are important criteria for us to judge a person.However, these things are more hidden, and it is difficult for others to find out for a while.So, how can the salesperson leave a direct and deep impression on the customer in a relatively short period of time?Then you need to rely on appearance and image.There is a saying in our country: "People rely on clothing, Buddha depends on gold clothing." Whether a salesman can be recognized by customers, respected and favored by them is basically determined when customers cast their first glances at the salesman.Obviously, a neatly dressed salesman can win more attention, trust and favor from customers, while a sloppy and messy salesman can easily bore customers. Since appearance is so important, how should salespeople pay attention to their own image?The key is to do the following: (1) The appearance should be neat and tidy.Neatness includes the tidiness of clothes, such as changing and washing clothes frequently.Also includes care of clothing, such as frequent ironing.At the same time, pay attention to personal hygiene. (1) Regular haircuts.To keep one's hair at a certain length, especially for men, it is difficult to imagine a long-haired male salesman standing in front of customers, especially standing in front of those important "big shots" - the company's CEO or an important person in a certain department. The funny look in front of the character. (ii) Shave every day.A beard is a sign of a mature man, but as a salesman, it is recommended to shave it off, because a clean chin will make you look younger, more energetic and full of passion. (3) Wash your hair and take a bath frequently.Make yourself with a light fragrance of washing powder or the natural fragrance of various soaps.It is best not to spill a strong perfume, because you are working, not attending a banquet or making a date. (2) Clothing collocation should be coordinated.For salespersons, the most standard clothing collocation should be: suits in spring and autumn;In addition, in the collocation of clothing, we should pay attention to the following requirements: (1) Pay attention to the choice of suits.The style of the suit should match your personality.In terms of color, suits have three major shades of blue, black and gray.In terms of fabrics, the fabrics of suits include striped fabrics and fabrics without any patterns.Generally, in formal sales occasions, dark suits should be worn. (2) Pay attention to the matching of the shirt and suit color inside.Generally, white or light blue shirts are better. It is best to avoid those shirts with too bright colors. coat. (iii) The choice of tie.Ties can best reflect a man's style, so how do you choose your own tie as a salesperson?Don't underestimate a small tie, choose the right tie, it will add a lot of brilliance to you, if you choose the wrong tie, it may make your dress look weird.A salesman should not choose a tie that is very gorgeous or bright. The color of the tie should look solemn and restrained, so that it can reflect your solemnity and rigor together with your whole dress. For the salesperson, the uniform dress will not make people think you are rigid. You can change the details, such as making a small fuss on the tie, and you can also get good results. But don't think that you must wear very expensive clothes if you pay attention to your appearance. Of course, it is not impossible to wear them at all. The specific situation should be based on your own situation, the situation of the products you are selling and the situation of your customers.There was once a salesman who, in order to package himself, wore a high-end designer suit, a tie specially designed by a famous designer, and a glittering Swiss watch in his hand.As a result, when he saw the customer, the customer thought he was flashy and wondered whether his company also valued the external packaging of the product instead of the quality.In addition, his luxurious attire was ridiculous to the client, who thought that he had never dressed as dignifiedly as the president of a large company.In the end, he politely declined the salesman. One of the most basic prerequisites for salespeople to sell products to customers is that they must first be familiar with their own products and the relevant professional knowledge of the industry they are engaged in. Only in this way can they deal with various questions from customers freely. .If a customer is already interested in your product, but if he sees you scratching his head in the face of his questions and asking three questions, then the customer is likely to have doubts about your product and will not buy your product or service in the end. . On the contrary, when you have a detailed understanding of the services and products you are selling, you will be confident when selling and be able to answer questions for customers in an orderly manner.The degree of your professional knowledge and the passion and confidence you sell will infect and influence your customers and prompt them to make purchasing decisions. Typically, the product knowledge that salespeople should master includes the following aspects: (1) Product performance and technical composition The performance and technical composition of a product (in layman's terms, its quality) is what customers are most concerned about.Customers buy because of their needs, so whether you can meet his needs is his biggest concern.Therefore, every salesman must have a clear understanding of the materials, texture, performance data, specifications, and operation methods of his products. A clear understanding of the performance and data of one's own products is very important to a salesman's sales performance, and sometimes it can even make up for the salesman's lack of language skills and speaking methods. Xiao Li is a salesperson in Zhongguancun Dinghao Computer Mall. He is not as good as others with a junior high school education, and he is relatively introverted. He is a relatively honest and honest person. These seem to be the disadvantages of being a salesman. factors, but none of these factors prevented him from achieving good sales performance.Because he can bear hardships, he keeps in mind the brand, performance, utility, etc. of the computer accessories he wants to sell. He clarifies the functions of different components such as motherboards, memory sticks, fans, optical drives, and CPUs, and assembles them face-to-face. As a computer customer, he can memorize the knowledge of the product back and forth, coupled with his enthusiastic service attitude, there are many customers who come to him to assemble computers.Many customers thought that he was a college student majoring in computer science. When he frankly told customers that he only had a junior high school education, the customers did not look down on him, on the contrary, they looked at him even more with admiration.Instead of being eloquent like others, he listed the different brands of each accessory, compared their pros and cons, gave clear data and performance, and let customers decide for themselves. (2) Market conditions and brand awareness of the product Sometimes, just introducing the performance of the product to customers does not fully convince customers.Because the customer is probably not familiar with your product, so even if you speak well, it may seem to them that you are just bragging, or he is not sure whether you are using his blind spot of knowledge to fool him. At this time, You must introduce your product market share or brand awareness to your customers so that they have a more perceptual understanding. Xiao Zhang is a salesman of Kunlun lubricants.Once, he went to visit a very experienced boss, so Xiao Li decided to use his industry knowledge to convince him.When he confronted the proprietress, he knew that the proprietress was also one of the decision-makers, or at least an important person who influenced the customer's decision-making, so he decided to add another fire. He asked the proprietress: "Have you seen the Athens Olympics?" The proprietress said, "Why haven't I watched it? Sometimes we even organize employees to watch it together." Xiao Li said: "Do you remember the advertisement on TV at that time: Kunlun lubricants, cheer for Chinese Olympic athletes?" The proprietress suddenly realized: "Oh, it's this Kunlun lubricating oil? I remember that advertisement was done well!" Xiao Li then said: "That's right, Kunlun Lubricant was the first to win all the bidding and advertising projects at the bidding site of the 2004 Athens Olympic Games on CCTV, and took away the exclusive special broadcast of the "Olympic Gold Medal List" This year, the production of Kunlun lubricating oil has reached 1.6 million tons, the sales revenue is nearly 7 billion yuan, and the profit is more than 50 million yuan." The proprietress couldn't help but sigh: "Wow..." When other means fail, salespersons can introduce the market share of their products to customers, publicize the brand influence of their products, and use this to persuade and impress customers. decisive role. (3) Understand the shortcomings of the product A detailed understanding of product performance, technology, product market share and other information is of course good for product sales, but people also have this idea: "There is no gold, and no one is perfect." When you promote the product perfectly When it is complete, it often makes customers suspicious. Chinese people have always had the awareness that "family ugliness should not be publicized", so some salespeople will feel very embarrassed when faced with the shortcomings of their own products.When they face customers, they either try to hide it, or they avoid it.In short, it is blindly talking about the advantages of its own products, and never mentioning the shortcomings of its own products. In fact, this is not a smart way to sell.Because, in this case, customers often have such doubts about your product: Is it really as good as you say?With this kind of thinking, customers will either hesitate or leave with excuses, especially when they face those expensive products that they don’t know very well, customers are often discouraged by the seamless introduction of the salesman. Therefore, when necessary, we can also tactfully explain the shortcomings of the product to customers, and perhaps gain their understanding and trust. (4) The price structure of the product The performance, technical data and utility of the product are undoubtedly the most concerned by customers, and the brand effect, market share and influence of the product in the market can further stimulate customers' desire to buy.Frankly admitting that the product is insufficient can dispel customers' doubts, and the price structure of the product is a key issue for customers to judge whether their purchase behavior is "necessary" and "worth it".Because even if customers are very relieved about your products and like your products very much, if they hesitate on the price issue, it is likely that all your efforts will be in vain. (5) Familiar with the after-sales service terms of the product In the sales process, in order to facilitate the final success of the transaction and avoid after-sales disputes, the after-sales service terms of the products must be clearly explained to the customers, and the company must not cause troubles or affect the products of the company for the sake of temporary transactions. reputation.These terms include product maintenance, product life cycle, product warranty period and replacement period, etc., and must be clearly explained to customers. Like the technical performance and brand of the product, they are also important factors that affect customers' decisions. For example, relatively expensive electronic products such as computers and digital cameras, or large household appliances such as refrigerators and LCD TVs, customers will inevitably ask about their after-sales service when making decisions.In order to be able to effectively answer customers’ questions, a salesman must keep in mind the knowledge in this area and be able to answer them accurately and clearly. If he only gives ambiguous answers, then once there is trouble after the sale, the salesman’s responsibility cannot be shirked. of. Only by knowing ourselves and the enemy can we be victorious in all battles.The core object of a salesperson's work is the customer. As a competent salesperson, one must have an understanding of one's own customers.According to a survey, the most disturbing situation for a salesman is not when dealing with a big shot or a difficult or bad-tempered customer, but when dealing with a customer you don't know well.Similarly, many sales failures are not due to ignorance of their own products but due to the lack of understanding of customers by salespeople. Therefore, this requires the salesperson to pay attention to everything, be a caring person in life, pay attention to accumulating some customer information that is useful to his work, and at the same time consciously do a corresponding investigation and data collection on his potential customers. So, what does customer information mainly include?Is it necessary to master everything about the customer's eating, drinking, sleeping, clothing, food, housing and transportation?No, we don't have so much time, and we don't need it at all. We only need to grasp some key information of customers, which can even become our "life-saving straw" when necessary. The understanding of customers themselves is a key point in the data collection work.Your familiarity with customers changes their impression of you. No matter who they are, they all care about their impression in other people's minds. Everyone hopes that they can attract the attention of others, even those so-called big shots, even if they Famous, no matter how well-known, but when you face him, if you can calmly say some details about his personal situation, it will definitely shake his heart. Under normal circumstances, the understanding of customers themselves mainly includes the following aspects: (1) Personality characteristics of the customer Understanding the customer's personality traits is of great significance to salespeople's sales promotion activities.Only after you have mastered the personality traits of your customers can you be targeted, avoid conflicts with them, and at the same time make your marketing language more targeted and inspiring.For example, some customers are impatient and impulsive; some customers are suspicious and slow, seeking safety in everything; some customers are short-tempered;总之，对不同的客户，要用不同的方式、不同的语言去对待。 （2）客户的人生经历 每个人都会对自己的人生经历念念不忘，并且会经常回忆。因为它记录着人的成长，人在成功时候的喜悦，在失败时候的痛苦，在陷入困境时候的无助、寂寞，在事业上升时期的意气风发，在白手起家阶段的艰辛，或者在事业遇阻时的惆怅失意等。 很多客户，尤其是那些成功的客户，很喜欢和年轻人谈论自己的人生经历，尤其是那些相对比较成功而经历又十分曲折坎坷的人士。有时候他们在意的不是现在的成功与事业的得意，他们在意的是自己如何取得成功的那个过程，这些成功让他们审视自己，反省自己，不断地总结成功的经验。这些经验常常让他们感到非常自豪，非常满足，他们把这些经验看做是一个成功者所必备的品质，他们也为自己拥有这种品质而骄傲，把它们视为自己个性魅力的表现。如果你能够恰如其分地打开他们的心扉，并满足他们的这种虚荣心的话，你也一定能够得到相应的回报。 试想，如果一个推销员，在面对这样一个客户，特别是这个客户还比较难缠的时候，如果能够另辟蹊径，从客户的人生经历入手，作为话题来与客户进行沟通，就能够得到该客户的强烈共鸣。客户会对推销员产生意想不到的好感，而且会不由自主地向其倾诉自己的坎坷而又丰富多彩的人生，甚至将其视为自己的知己来对待。那么，随后的推销工作也将会更容易进行。 （3）客户的兴趣爱好 掌握客户的兴趣爱好，往往能使推销员在无计可施、推销遇挫的情况下化被动为主动，这可以说是推销员的一个撒手锏。 对于推销员的喋喋不休、死缠烂打，客户往往会感到非常厌烦，但是，如果你的言谈能够恰好切中他们的兴趣爱好，那么就会收到意想不到的效果。尤其是当客户在事业遭遇挫折时，他们需要的更多的是心灵上的安慰，需要一个真心的能够读懂他、理解他真实内心的人与他轻松地不带任何功利性质地交谈。这时如果推销员能以“走曲线”的方式，以客户的兴趣爱好所在为话题，往往就能够很轻松地深入客户的内心，赢得顾客的信任和好感，那么推销的成功也就是早晚的事情了。 （4）客户的社会贡献 从更高的层面上讲，每个人都追求自己的人生价值，社会价值是人生价值的组成部分。一个人对社会的有用性就是一个人的社会价值，它指的是个人为社会创造的财富，以满足他人的需要。一个人价值的大小主要是由他的社会价值来衡量的，作为你的客户，无论他们是商人、教师、公务员还是公司职员，无一例外都会关心自身的社会价值。 比如，当你面对一个成功的大商人时，你夸他这辈子拥有多少财富，享受了多少人享受不到的物质，出尽了风头，他未必会买你的账，甚至还会将你看做一个阿谀奉承之徒对你敬而远之。但是如果你能强调他的社会价值，将他为社会所作的贡献如数家珍，如为“希望工程”捐了多少款，抚养了若干孤儿并培养他们成才，或者经常参加慈善机构的慈善义捐等，这样的话你就满足了他们的心理需求，就会换来他们的好感，从而你也会得到他们的信任，拉近与他们的距离。 销售工作可以说是一种与顾客的心理交锋和语言交锋，作为商家市场前锋的销售人员，他们一方面是在和顾客进行正面交锋，另外也要和不在场的竞争对手进行较量。销售人员必须要在推销之前，对他所面对的顾客和他的竞争对手进行调查，尽可能获取二者的有效的详细的信息。前文我们已经提到了获取顾客个人信息的重要性，而获取竞争对手的相关情况则能够使销售人员在和顾客沟通时更加从容不迫、游刃有余，并根据自己所掌握的情况去说服顾客。 在与销售人员沟通的过程中，一些有经验的顾客往往会故意提及竞争对手的情况，诸如质量、价格、性能或者营销方式等，并企图以此来蒙蔽销售人员。作为销售人员，如果此时对竞争对手一无所知的话，那么就很可能被客户“诈住”，从而显得很被动；况且有时候，对于竞争对手的情况，一些客户确实了解的比销售人员更清楚，而且他所讲的情况也都正确。在这种情况下，如果销售人员对竞争对手缺乏了解，又不肯作出任何让步的话，那么很可能就会因此错失达成交易的良机。 因此，对竞争对手相关情况的准确把握，其重要性对销售人员来说是不言而喻的。但是，对竞争对手情况的掌握绝不是指要了解对手方方面面的每一个细节，而是应该有所侧重。那么，我们应该怎样去了解竞争对手呢？应该去掌握竞争对手的哪些信息呢？ （1）了解竞争对手产品的质量、性能数据 掌握竞争对手产品的质量、性能数据，并把它们在适当的时候亮出来，作为说服顾客的筹码，就能够在顾客怀疑、犹豫不决的时候，给他们吃上一颗定心丸。 在当今的市场经济条件下，各种商品层出不穷，商家的竞争手段也变化多端。而顾客面对琳琅满目的商品也难免会眼花缭乱，不知该如何选择，但他们都懂得在作出购买决定之前要“货比三家”。 在这种消费心理的影响之下，可以说是为销售人员的工作增加了难度。但办法都是人想出来的，遇见难题想办法是每一个具有开拓进取精神的销售人员所必须具备的素质之一。当你的产品优于竞争对手的产品的时候，销售人员往往就处于主动地位，但是顾客一般怀着“货比三家”的心理购买产品，而且还往往会由于“这山望着那山高”的心态而犹豫不决，而且很可能会故意抬出竞争对手的产品的性能、质量如何好。倘若销售人员此时对竞争对手的产品不够了解，就会处于非常被动的地位，而且在很多情况下，顾客都是出于本能故意贬低你的产品而抬高竞争对手的质量，目的是以此来胁迫你降价；当竞争对手的产品性能不如你的产品的时候，其产品的价格也往往会低很多，当顾客不了解这种情况的时候，往往会以为你“狮子大开口”，是在漫天要价。在这种情况下，要想有效地消除顾客的误解，并说服他们接受你的产品。销售人员就应该帮顾客分析对方产品的性能优劣和自己产品的特性，对二者进行客观的对比分析，让顾客自己来最后决定，而要做到这些同样需要建立在对竞争对手产品质量、性能数据详细了解的基础之上。 （2）了解竞争对手的产品价格 了解竞争对手的产品价格，对于销售的成功同样具有非常重要的作用。顾客在进行购买行为时，是要“货比三家”的，在双方接触的过程中，即使顾客相信了你的产品的性能优、质量好，但他们在购买之前还会有疑虑，会不会有别的产品在质量同等的条件下价格更合理呢？在面对这种对价格犹豫不决的客户，销售人员一定要有耐心，要对他们的这种顾虑表示理解，切不可操之过急，更不能回避这个问题。当然要坦然面对顾客的质疑，就需要对竞争对手的同类产品的价格有详细的了解，只有这样，才能在面对犹豫不决的顾客时，见机行事，灵活地控制局面并适时调整自己产品的价格，以促成交易。 （3）掌握竞争对手的市场运作方式 在熟悉了竞争对手的产品性能、质量和效用后，必须衡量自己和对方的价格；那么在考虑了价格并且使自己产品价格达到合理化以后，还要弄清楚自己的竞争对手的产品销售、操作、运营等市场运作方式。产品的市场运作方式在某些时候往往直接决定客户是否接受你的产品。当你的产品的市场运作方式不符合客户的需求的时候，哪怕你的产品性能再好、价格再合理，但是客户觉得不适合自己，也有可能因此拒绝你的产品。 但如果你能够对竞争对手的市场运作方式有一个较为准确的了解，并适时调整自己产品的市场策略的话，那么很可能就会让你销售工作取得重大突破。 刘先生是一家国产品牌润滑油代理销售公司的推销员。有一次，他经过一家汽车修配厂，发现这家汽车修配厂所处的地理位置非常好，临近主要的交通干线，来往车辆络绎不绝，生意相当红火。于是，刘先生就想将这家修配厂发展为自己的客户。他仔细观察后发现，原来这家修配厂已经打上了另一个外资品牌A牌润滑油的大招牌，而且货架上还零星地摆着其他几个品牌，可以看出A牌是重点推介的品牌，各种型号的都有。 刘先生了解到这种情况后，并没有贸然行动。他决定先探听一下A品牌的情况，很快他就从旁边的商家那里得知了相关情况，原来那个汽车修配厂代理A品牌的润滑油已经有将近两年的时间了，因为是A牌润滑油的销售公司给他们免费制作了那块竖立在外面的大型招牌，他们既替这家汽车修配厂做了宣传，又扩大了自己产品的影响力度，附近几条交通干线上行驶的车辆都能看见它，也给汽车修配厂招来了生意，因此双方皆大欢喜，合作得一直都很好。根据掌握的情况，刘先生及时返回公司进行了汇报，并据此向公司提出了更具吸引力的销售方案，这种极具针对性的市场推广方案很快得到了公司的批准。于是，刘先生带着新的销售方案再次来到了这家修配厂，只不过这次他更加胸有成竹了。 刘先生：“老板您好！我想向你介绍一下我们的产品。我是B牌润滑油代理销售公司的推销员。” 老板：“哦，可是我这里一直代理的都是A牌的润滑油，外面的大招牌相信你也看到了，另外还有其他几个国外品牌的，再说顾客也比较信得过国外的品牌。” 刘先生：“如果我没有说错的话，你们销售A牌的产品就是因为这块招牌，还有就是价格上的优惠。您答应他们至少悬挂两年。” 老板：“是的，我们是有约在先的，而且他们的优惠条件也是很吸引人的。再说也都是老客户了。” 刘先生：“如果我们给予你同样的优惠，再免费为你们制作两块特大招牌，并且每块招牌每年再给你们1000元的电费，你看怎么样？” 老板（暗喜，不动声色）：“让我想想。” 刘先生（趁热打铁）：“据我所知，你这目前的块招牌是免费的，可是我们不但免费，而且预备做得更大并且还每年出2000元的电费，外加照明灯，这也是为你们做的宣传，上面也写着贵厂的厂名和联系方式啊。” 老板（心动）：“好吧，我这块招牌也快过期，就依你的吧。” 就这样，汽车修配厂的老板与刘先生达成了协议，以后的货源都以B牌润滑油为主。 销售人员在与顾客沟通时，一定要注意自己的语言礼仪。礼仪是一个人的学识、知识与教养的综合外在表现，一个不讲礼仪的销售人员很难得到顾客的尊重和好感，得不到顾客的尊重与好感，也就很难使顾客对你的产品产生兴趣。 语言是向客户有效传递信息的重要媒介，如果销售人员能准确掌握语言礼仪，那么在向客户推销时就能营造出愉快的交谈氛围，从而促使推销顺利进行。 销售人员要具备一流的语言礼仪应从以下几个方面加以注意： 出于工作性质的需要，几乎每一个销售人员都要常把这些词挂在嘴边：“您好”、“对不起”、“抱歉”、“打扰”、“原谅”、“请”、“谢谢”。一个推销员如果把这些词滚瓜烂熟地挂在嘴边，那么这个推销员无论是否能够推销成功，起码他不至于被顾客认为没礼貌、没有修养而遭拒绝。 布朗先生在一次去一家大型的服装公司推销产品的时候，总裁办公室的门虚掩着，当他推开总裁办公室的门的时候，居然发现几十双眼睛的目光向他扫来，有愤怒也有嘲弄。布朗先生看到这种情况，也为自己的鲁莽而感觉到了歉意，但他很快就镇静了下来：“尊敬的先生们，很抱歉打扰诸位了，请原谅我的鲁莽。因为可能诸位在思考，所以外面听来没有任何声音而门虚掩着，所以我就冒昧地推门进来了，请原谅，我本应该敲门，但是我害怕会打断总裁先生的思路……”奇怪的是，听了他说的话，总裁先生根本没有生气，反而说：“布朗先生，请原谅，恐怕你得等十几分钟，我们的会议因为特殊情况而延长了，抱歉的应该是我。” 布朗打断了客户的会议，但是他很快就恢复了镇静，并且礼貌地向与会人员作出了得体的解释。这样，就赢得了大家的理解与好感，连总裁先生都风趣地向他表示道歉。由此可见礼貌用语与话语得体的重要性。 销售人员在与客户交谈时要时刻注意自己的语言礼仪，言谈举止要大方得体，不卑不亢，给客户以亲切、舒适的感觉。 具体说来，销售人员在与客户沟通的过程中要做到以下四点： （1）表达要清晰。在与客户的沟通过程中，由于时间关系，销售人员往往一开始就要通过谈话来表明自己的来意。这就要求销售人员在说话前周密考虑话题所涉及的内容和背景，对方的特点以及时间、场景等因素。然后运用洪亮有力的声音，简练的语言，清晰的表达，来让客户迅速而准确地了解你的推销内容。 （2）保持语调自然。说话的语调对推销工作也有很大的影响。优秀的推销员之所以能够博取客户的好感，除了其谈话内容较为精辟、言辞较为美妙之外，其语调、节奏、音量通常情况下也都运用得恰到好处。因此，销售人员在说话时要做到：说话声音平稳轻柔，速度适中，注意抑扬顿挫，多用疑问或商讨语气，说话时喉部放松，不用鼻腔说话，尽量减少尖音，消除口头禅等。 （3）营造融洽氛围。在与客户沟通之初，推销员真诚的问候、自然的表情、亲切的语言是营造一个融洽气氛的关键因素。沟通过程中，推销员可以运用适当的赞美、客户感兴趣的话题等来营造一种愉快和谐的谈话氛围，为达到谈话效果可配合使用适度的手势，总之要使双方都感到这次谈话是令人愉快的。 （4）保持适当的距离。销售人员在与客户交谈时一定要养成良好的习惯，举止要大方，同时与对方保持一个适当的距离。如果与客户离得过近，超越了社交中正常的距离，就会显得很不礼貌；如果过远的话，销售人员和客户说话的声音不能很好地传递，就会给客户一种胆怯、没有经验的不良感觉。 此外，正确的语言礼仪还要求销售人员要避免在交谈中出现一些不良的习惯动作，如：挠后脑勺，不停地摆弄东西等。对于那些用手挖鼻孔或挖耳朵，或揉一揉鼻子等一些不文雅的动作就更应该避免出现了。 倾听也是语言礼仪当中的基本要求。在与客户沟通的过程中，时刻注意倾听客户，让他们充分地表达出自己的想法，这样也能够更好地了解客户的需求，对推销工作自然十分有益，如果双方交谈的问题较为复杂，那么倾听就显得更加重要了。 相反，如果推销员只顾不停地向客户介绍产品，不管对方喜欢不喜欢听，或者不能耐心听客户的意见，经常插话，就会打断客户的思路，容易引起对方的反感。 销售人员了解了自己是属于什么模式的销售方式，熟悉了产品之后。接下来便要寻找销售对象，了解客户是什么类型，他们迫切需要些什么，他们的支付能力如何。要像了解自己产品一样了解客户，熟悉客户的需求。 了解客户应从客户的购买需求、支付能力和购买决策权三个方面进行。 分析客户需求，首先要了解客户想得到什么。这需要了解他们的人生观、世界观、价值观。一个人的需求是随时代而改变的。比如，在20世纪80年代，人们以花多一些的钱买东西为荣，因为这表示购买者有这个经济实力。而在90年代人们却以花较少的钱买东西而自豪，因为这表示购买者的谈判能力很强。 客户是否存在需求，是销售能否成功的关键。客户的购买需求既多种多样，又千变万化，同时，客户需求又是极富弹性的，因此，要想准确把握销售对象的购买要求，并非轻而易举。如果销售对象根本就不需要所推销的产品或服务，那么，对其销售就肯定是做无用功。但在现实生活中确实存在有些销售人员通过软硬兼施的手段，把产品卖给了无实际需要的客户的现象，但这种带有欺骗性的硬性或软性销售方式，败坏销售信誉，应予以坚决反对。通常分析客户需求主要围绕是否需要、何时需要、需要多少三个问题而进行。 如果销售人员确认某特定对象不具有购买需求，或者发现自己所销售的产品或服务无益于某一特定对象，不能适应其实际需要，不能帮其解决任何实际问题，就不应该再向其进行推销。而一旦确信客户存在需要且存在购买的可能性，自己所销售的产品或服务有益于客户，有助于解决他的某种实际问题，则应该信心百倍地去销售，而不应有丝毫犹豫和等待，以免错失良机。 作为销售人员，一定要明白现代销售工作就是要探求和创造需求。随着科学技术的飞速发展和新产品的大量问世，有许多未被消费者认识，即客户中也存在着大量未被认识的需求。另外，客户中还存在着出于某种原因暂时不准备购买的情况。对属于这两类情况的客户，销售人员要大胆探求和创造客户需求，要善于开拓，透过现象看实质，去发掘客户的潜在需求。 在市场经济条件下，只有具有支付能力的需求才构成现实的市场需求。因此，在对客户购买需求进行鉴定的同时，必须对其支付能力进行鉴定。 客户支付能力可分为现有支付能力和潜在支付能力两类。现有支付能力，指既具有购买需求又具备支付能力的客户，是最理想的销售对象。其次，应注意对客户潜在支付能力的鉴定。一味强调现有支付能力，不利于销售局面的开拓，掌握客户的潜在支付能力，可以为销售提供更为广阔的市场。当客户具有潜在支付能力并有很好的信誉时，销售人员可以主动协助客户解决支付能力问题。要准确地鉴定客户的支付能力并不是一件容易的事，因为绝大多数客户不愿向别人透露自己的财力状况，因此，要搞好客户支付能力鉴定，销售人员需要通过对客户收入水平、家庭人口或生产规模、经营状况等情况的调查去推断其支付能力。 通常，销售人员可以通过以下几种方法和途径来判断客户的购买能力： （1）从领导入手。通常，客户都有上下层或领导与被领导的关系，企业客户有主管部门，而个人客户则隶属于某个企业或行业，销售人员可以从上而下了解客户的购买能力。对于企业客户来说，销售人员可以从政府部门了解客户的经营状况、财务盈亏、款项往来等，甚至可以从银行和司法部门了解相关的情况；而对于个人客户来说，从客户所在企业或行业的状况也可以推断其购买能力，比如IT从业人士，他的月收入可能会在5000元左右。 （2）从“后方”了解。销售人员要得到客户购买能力的准确数据就必须要打入“敌人”内部，从内部摸清客户的购买能力和财务状况的变化，这样的信息比较真实可靠，具有很高的可信度。如果客户是一位已婚的男士，那么他的妻子很有可能就是判断其购买能力的好帮手。当听到他的妻子说“我们还不如买纯平彩电”或“我比较喜欢海尔冰箱”时，千万不能听听了事。从这样的话语中，有经验的销售人员就可以很清楚地推断出客户是有能力购买纯平彩电或变频冰箱的。 （3）从客户资料窥探。很多时候，对于陌生的客户很难在短时间内判断其购买能力，那么销售人员就可以用收集客户资料的方法。销售人员在对这样的客户进行购买能力分析的时候，就应该把所有的资料集中，从中提取有用的资料，从而可以从侧面了解客户的购买能力。一般，这样的间接资料可以从银行的信用公告、咨询机构等大众传播媒介中获取。 （4）多分析。观察分析是每个销售人员都熟悉的方法，比如客户的衣着、出行的交通工具、喜爱的运动等等都是判断客户购买能力的突破口。一般穿着时髦讲究，经常打高尔夫，有私家车的人购买能力比较强。这种方法所得出的结论有时并不准确。实际中，销售人员常常犯这样或那样主观性的错误。这就需要长期经验的积累，因此切记不可以“貌”取客户，妄下结论。 当然，销售人员应该多个方法同时使用，综合分析，这样就可以相对准确地判断出客户的购买能力，为下一步的销售打下坚实的基础。