Chapter 29 Chapter 27 The Golden Rule of Sales Eloquence

Tom Hopkins was interviewed by a newspaper reporter who challenged him to demonstrate on the spot how to sell ice to the Inuit. So there is the following popular sales story. Tom: "Hello! My name is Tom Hopkins and I work for Arctic Ice. I would like to tell you about the many benefits that Arctic Ice has brought to you and your family." Inuit: "That's interesting. I've heard a lot about your company's great products, but ice is not rare here, it costs nothing, it's everywhere, and we even live in it. " Tom: "Yes, sir. Focusing on quality of life is one of the reasons why many people are interested in our company. It can be seen that you are a person who attaches great importance to quality of life. You and I both understand that price and quality are always connected. Can you Can you explain why the ice you currently use costs nothing?"

Inuit: "Simple, because it's everywhere." Tom: "You're absolutely right. The ice you use is lying around. Day and night, unattended, isn't it?" Inuit: "Oh yes. There is too much of this ice." Tom: "So, sir, there's us on the ice now, you and me, and you see neighbors over there who are gutting fish on the ice, and polar bears are stomping on the ice. Also, you see penguins walking along the water The dirt left by the side? Please think about it, imagine it?" Inuit: "I'd rather not think about it." Tom: "Maybe that's why the ice here doesn't cost money...is it economical?"

Inuit: "Sorry, I don't feel well all of a sudden." Tom: "I understand. You put this unprotected ice in your family's drinks, and if you want to feel comfortable you have to sanitize it first, so how do you go about sanitizing it?" Inuit: "Boil it, I suppose." Tom: "Yes, sir. What do you have left after you cook it?" Inuit: "Water." Tom: "So you're wasting your time. Speaking of time, if you'd like to sign this agreement with me, your family will be able to enjoy their favorite drink, clean and hygienic arctic tonight." Ice cubes. Oh, yes, I'd love to know if your gutted fish neighbor, do you think he enjoys the benefits of arctic ice?"

Tom Hopkins is known as "one of the greatest sales masters in the world", and more than 10 million students have been trained by him around the world. Tom Hopkins suffered repeated failures in the first 6 months when he entered the sales world, so he devoted himself to studying psychology, public relations, marketing and other theories, combined with modern concept sales skills, and finally achieved great success. Marketing is not limited to selling products to people who need it. The highest level of marketing is: selling any product to anyone, that is, persuading each of your customers to buy any product.

The purpose of saying polite words is nothing more than to get close to customers, which is an effective way to communicate emotions with strangers in communication.The skill of getting close is to find common ground in the experience, interests, pursuits, hobbies, etc. of the two parties in the communication, induce a common language, create a good atmosphere for communication, and win the support and cooperation of the other party. In the history of diplomacy, there is an anecdote that the goal of negotiation was achieved through arbitrariness. A Japanese congressman went to meet Egyptian President Nasser, but the president was not very interested in the Japanese congressman because of the vast differences in their personalities, experiences, life interests and political ambitions.In order to live up to their mission and maintain a good relationship with the Egyptian government, the Japanese parliamentarians conducted various analyzes before the meeting, and finally decided to impress Nasser in a close-knit way to achieve the purpose of the meeting.Here is the conversation between the two sides:

Member: "Your Excellency, the Nile and Nasser are well-known in Japan. Rather than calling you the President, I should call you a Colonel, because I was also a soldier, and like you, I fought against the British. .” Nasser: "Well..." MP: "The British call you 'Hitler of the Nile', and they call me 'Tiger of Malaysia'. I have read Your Excellency's "Revolutionary Philosophy" and compared it with Hitler. And you have a great sense of humor." Nasser (very excited): "Oh, the book I wrote was written in a hurry in three months after the revolution. You are right, besides strength, I also pay attention to human feelings."

Congressman: "Yes! We soldiers also need favors. When I was fighting in Malaysia, I never left a dagger. The purpose was not to kill, but to defend myself. The Arabs are fighting for independence now, and it is for defense, just like me It was the same as the short knife back then." Nasser (overjoyed): "Your Excellency is really kind, I really hope you can come once a year." At this time, the Japanese parliamentarians took advantage of the opportunity to turn the conversation to the main topic, began to talk about the relationship and trade between the two countries, and took a group photo happily.

The approaching tactics of Japanese lawmakers have worked wonders. At the beginning of the conversation, the Japanese parliamentarians referred to the president as a colonel. It is not a glorious thing to be scolded by the British. Have a sense of honor; Without Hitler's strength and skill, without a sense of humor and humanity, how could I go from colonel to president?Next, the Japanese parliamentarians praised his strength and humanity after reading his "Revolutionary Philosophy", and further praised the justice of the Arab War.This not only accurately stimulated Nasser's "excitement", but also catered to his taste 100%, making the words of the Japanese congressmen have the expected miraculous effect.Japanese parliamentarians used the method of finding common ground in several places to make Nasser go from "not interested" to "very excited" and then "overjoyed", which shows that the Japanese have a lot of skill in getting close.

The success of this Japanese senator has given us an important inspiration, that is, we cannot fight unprepared battles, and only when we are prepared can we get close, solid and reliable. In fact, diplomacy and sales have a lot in common, they all have a very important feature, that is: first let the other party accept themselves, and then build a good relationship between each other.For salespersons, only when the relationship with customers is drawn in can they introduce their products in more detail to attract customers. Only when customers' attention is attracted can they become interested in the products and thus trigger the desire to buy.Whoever can quickly pull in the relationship with customers will have more business opportunities.

Here are a few sets of approximation techniques commonly used by good salespeople: In order to attract customers' attention, it is very important to say the first sentence well in face-to-face negotiation.The quality of the opening remarks can almost determine the success or failure of a sales visit.A good beginning is half the battle.Most customers are much more serious when they listen to the first sentence of the salesperson than they are later. After listening to the first sentence, many customers consciously or unconsciously decide to send the salesman away as soon as possible or to continue the conversation.

When experts study sales psychology, they find that the stimulation signals obtained by customers during the negotiation in the first few seconds are generally much deeper than those obtained in the next 10 minutes. An easy way to grab a customer's attention right from the start is to cut out the buzzwords and unnecessary pleasantries.In order to prevent customers from distracting or thinking about other issues, use more brains in the opening remarks. The first few sentences must be very important rather than unavoidable. The expression must be vivid and powerful, the sentences should be concise, the tone is slightly high, and the speech speed is moderate.The opening remarks make customers understand their own interests, which is an effective way to attract customers' attention. Asking questions is a common means of getting the attention of customers.In sales visits, there is only one purpose for asking questions, and that is to understand the needs of customers. "What do you need?" This kind of direct question is probably that customers themselves don't know what they need. When salespeople ask customers questions, it is a good way to attract customers' attention by using appropriate suspense to arouse customers' curiosity.A good salesperson is very careful about asking questions.There are usually three points to be determined when asking a question: the content of the question, the timing of the question, and the way of asking the question.In addition, what kind of response the question will have on the other party also needs to be considered.Appropriate questions are like a faucet controlling the flow of tap water. Salespeople get information through clever questions and prompt customers to respond. A salesman who sold leather shoes said to the customers who passed by his counter casually: "Sir, be careful of falling." The customers couldn't help but stop and look at their feet. Smile to the customer knowingly: "Your shoes are old, change a pair!" A salesman who came from afar was negotiating with customers. In order to attract the attention of the other party, he liked to introduce the products he sold with such a sentence: "To be honest, when I mention it, maybe you will be impatient and put I drove them away." At this time, the customer will naturally reply: "Oh? Why? Let's just say it straight!" Needless to say, the other party's attention has already focused on the next topic that the merchant wants to talk about. Extensive citing of circumstantial evidence by salespeople often works well in calling attention.A broker of a well-known insurance company often selects some partners among his regular customers and asks them to introduce some friends. Once the sales target is determined, the company obtains the consent of the target's friend Mr. Say to the customer: "Mr. so-and-so often mentions you in front of me!" Many salespeople almost have a common problem, that is, after finally seeing customers, they are eager to sell their products to them, impatient to make a deal, for fear that the business in front of them will fly away.As everyone knows, if you do this, it is likely to cause customers' rebellious psychology. The more eager you are for success, the more hesitant they will be.So what to do in this situation?In fact, you might as well change your thinking, think more about the other party, and say something they like to hear from the customer's standpoint, and you may get unexpected results. There was a restaurant whose business was very good. The owner of the restaurant was getting old and wanted to retire, so he recruited three managers. The boss asked the first manager, "Which came first, the chicken or the egg?" The first manager thought for a while and replied, "First comes the chicken." The boss then asked the second manager, "Which came first, the chicken or the egg?" The second manager replied confidently: "First come the eggs." The boss then asked the third manager: "Which came first, the chicken or the egg?" The third manager said seriously: "If the customer orders the chicken first, the chicken will be served first; if the customer orders the egg first, the egg will be served first." The boss laughed and promoted the third manager to general manager. Customer is god.Only those who are dedicated to customers will truly win the market and achieve success. Actively think about customers, "treat each other with sincerity and exchange hearts with heart", which is the basic principle for sales staff to treat customers, and also the basic element of sales staff's success. A sales trainer said to the students: "A salesman who can sell a refrigerator to an Inuit is not a good salesman. Because the Inuit will never see him again after he realizes that he has been cheated. Salesmen don’t want to go back there and sell anything else. Because others have lost trust in him.” Now, many salesmen have this idea, that is, sell the products in their hands, regardless of Whether it is useful for customers to buy it, and whether it can give full play to the performance of the product. A mechanical equipment salesman negotiated a deal worth more than 400,000 yuan with great effort.But when the order was about to be signed, it was found that another company's equipment was more suitable for the customer, and the price was lower.Therefore, in line with the principle of being considerate of the customer, he resolutely decided to tell the customer all this, and suggested the customer to buy another company's product, and the customer was very moved.As a result, although the salesman lost tens of thousands of yuan in commissions and was blamed by the company, in the next year, the business introduced by the customer alone reached one million yuan, and he won a high profit for himself. reputation. Why are some salesmen always destined for success, while others are always unable to avoid failure?The main reason is that the former can solve problems for customers, while the latter often behave blindly and mediocrely when visiting customers.All successful people, or people with outstanding performance, are successful because they can better grasp the psychology of customers, grasp their ideas well, and then carry out specific and effective persuasion work. Sales language is an art, and if the salesperson wants to use this art well, he should be targeted and prescribe the right medicine in the sales process.Since each sales promotion has its specific object, time, place, goal and content, only by comprehensively considering these factors affecting sales and determining the final sales language style can the effectiveness of sales language be maximized. effect. Different customers have different purchasing motivations, personality habits, income levels, educational levels, ages, genders, etc.A certain style of language and sales methods may be suitable for one or several types of customers, but it may not be applicable to all customers.Only by choosing the language that is most familiar and acceptable to customers can we effectively persuade customers.Different times and occasions, due to the different strengths of customers' needs, different problems to be solved, different negotiation environments, and different negotiation atmospheres, will naturally require different conversation methods and content, and require the use of different language arts. Different sales objectives and different sales content lead to different sales targets, which requires sales staff's sales language to be able to reflect these differences well.There are no fixed skills in sales, and there are no certain rules.A good salesman knows what to say to whom they meet, and they tend to be flexible and adaptable.For those salesmen who don't know how to adapt, they should change their rigid sales methods and learn from others' flexibility. For example, when dealing with an arrogant customer, you can use the language skills of playing hard to get to deal with, so that he can't understand your mind. In reality, when encountering arrogant and hateful people, some salesmen will turn around and run away, while some salesmen will rise to the challenge and conquer their opponents.In fact, whether it is an amiable or hateful customer, you have to like him, which is the pain of sales.In order to make the arrogant and hateful client like him, the aforementioned Mr. Yuan Yiping devised a special set of strange tricks. One day, Yuan Yiping visited the general manager of a certain company. He has a rule of visiting customers, and he must do a thorough investigation.According to the survey, the general manager is a "conceited" type of person with a very strange temper and no hobbies. This is the most difficult character for an ordinary salesman to deal with, but for this type of character, Yuan Yiping has a well-thought-out plan and has his own clever plan. Yuan Yiping signed up for the lady at the front desk and said his last name: "Hello, I am Yuan Yiping. I have already made an appointment with the general manager of your company. Please let me know." "Okay, please wait a moment." Then, Yuan Yiping was taken to the general manager's office.The general manager was sitting on the executive chair with the door behind his back, reading documents.After a while, he turned around, glanced at Yuan Yiping, and then turned to look at his documents. At the moment of eye contact, Yuan Yiping felt an indescribable discomfort. Suddenly, Yuan Yiping said loudly: "General manager, hello, I'm Yuan Yiping, I'm bothering you today, I'll visit you another day." The general manager turned around and was stunned. "What did you say?" "I take my leave, goodbye." The general manager looked a little panicked.Yuan Yiping stood at the door, turned around and said: "It's like this. Just now, the lady at the front desk told me to give me a minute to visit the general manager and say hello to you. Now that I have completed the task, I would like to say goodbye to you. Thank you and I will visit you another day. Goodbye." Walking out of the general manager's office, Yuan Yiping was already sweating. A day later, Yuan Yiping bit the bullet and made a second visit. "Hey, you're here again. Why did you leave as soon as you came a few days ago? You're quite an interesting person." "Ah, I bothered you that day, I should have come to ask you for advice..." "Please sit down, you are welcome." ... Because of Yuan Yiping's coup of "come and go", this "aggressive" client is much more obedient than last time. Say what you say to anyone you meet. When you meet a difficult person, we can't give up. We must overcome difficulties and believe that no matter how stubborn the fortress is, you can conquer it.It can be seen that a salesman must not only pay attention to methods and methods, but also have the spirit of perseverance. Only in this way can you achieve twice the result with half the effort. On the contrary, you will get twice the result with half the effort. The research results of psychological experts show that people's attention will relax every 5 to 7 minutes when listening. to divert their attention.Similarly, when salespeople sell products to customers, they will also experience fatigue, so how can salespeople stimulate them?The best way is to insert some humorous words in the conversation at the right time, which is of great help to eliminate the other party's mental fatigue. And even if you communicate with customers under normal circumstances, humorous language can easily win the favor of the other party and facilitate the conclusion of the transaction.Of course, the salesman's humor should not be humorous for the sake of humor alone. The words and jokes spoken must be targeted, and the humor that helps attract customers to the products they sell shall prevail. There is a college student who usually speaks very witty and humorous.When he was working part-time as a salesman, he once went to a newspaper office for sales promotion. At first, he didn't explain his real intention. "Do you need a talented editor?" "don't want!" "Where are the reporters?" "No need!" "If there is a shortage in the printing factory, it's fine!" "No, we don't have any vacancies right now!" "Oh! Then you must need this thing!" The college student said while taking out some exquisite signs from his purse, which said: "Quota is full, no employment for now!" The other party also smiled easily because of his humorous words, so easily, the transaction was facilitated in a relaxed and happy way. Generally speaking, those salesmen with a sense of humor will have better popularity in their daily work, and it is easier for them to win the favor and trust of customers.A salesman who lacks a sense of humor will greatly affect the communication with customers, and it is not easy to leave a deep impression on customers. If an excellent salesperson is also a master at creating humor, then his sales career will be even more powerful.So, how can we better master those humorous language and skills? In the process of communicating with customers, it is inevitable that there will be embarrassing situations.At this time, if you use self-deprecation to alleviate the dilemma, not only can you easily find a step back, but it will also produce a humorous effect.And with this kind of bearing and courage, the client will not let you "humorous" alone, but will usually accompany you to laugh a few times. In some sales occasions, the opposite is true, and sometimes unexpected good results will be received.For example, a salesperson is selling electric fans, and the customers have been picking and choosing, nagging non-stop.The salesperson can follow the customer's wishes and say: "There is something wrong with this electric fan. It's not worth spending so much money to buy something unsatisfactory!" There is no need to speak out.Then, the salesperson took the opportunity to say in a sympathetic tone: "The price of the electric fan is relatively cheap, and it saves a lot of electricity than the air conditioner." If you use this relaxed language, it will be easier for customers to accept it. Generally, customers usually think along the "common sense", but if the result is shifted to an "unexpected" focus, it will make them feel "interesting", and let the customer smile to you, Have a good impression of your goods or services, thereby inducing the purchase motivation and prompting the transaction to be concluded quickly. Humor can be said to be the golden key to successful sales. It has a strong appeal and appeal, and can quickly open the door to customers' hearts.However, in actual sales, we must pay attention to the scale and proportion of humor, and don't pretend to be humorous, otherwise, the gain will outweigh the loss. A qualified salesperson must have good eloquence, and good sales eloquence is sometimes reflected in the enthusiasm of the words to a large extent.Because it is difficult for a salesperson with a frosty attitude to impress the hearts of customers.Of course, the enthusiasm in words should be moderate, as the saying goes, too much enthusiasm often makes customers feel uncomfortable, and it is likely to scare them away. "Don't reach out and hit a smiling face", this is a long-standing proverb.The real charm of language comes from the real enthusiasm from the heart, so as to better win the sympathy of the other party.Therefore, when the salesperson is in contact with the customer, he must pay attention to his words in a warm, friendly, and kind manner, so that he can make the customer feel happy and trustful, so as to facilitate the sales in a relaxed and harmonious atmosphere. trade. This day was no different from usual, two young female customers entered the small clothing store on the corner. A shopping guide in his early 40s greeted him neatly. "Miss, it's getting warmer, let's see the new seasonal clothes?" "Let's just take a look." The two ladies responded unhurriedly. "At your age, it's time to decorate the streets. At dawn, the ladies put on spring clothes in unison. Don't mention how energetic you are, it's better to be young." "You are not old!" The two ladies also became interested. "No, I just want to wear this style," she pointed to one of the spring clothes. "This is the most popular style this year, but my waist is not good. The day before yesterday, a little girl next door bought it from me." I bought one, and after I put it on, I almost didn’t recognize it. So, this kind of clothes has a special effect after wearing them, so try it, it doesn’t matter whether you buy it or not, just see the effect.” After she finished speaking, she hurried over, took off the clothes and handed them to one of the ladies who seemed more interested, and pointed to the fitting room and said: "Please go and try it, there is a mirror inside, it is very convenient, Seeing is believing." Seeing that the lady was still holding a coat that she took off due to the hot weather, the female shopping guide took down a large paper bag and handed it to another lady: "It's not convenient for you to carry it like this, pack the clothes up, if you don't It would be a pity to lose it carefully.” The lady came out to try on the clothes and asked, "How is it?" After looking at it, the shopping guide couldn't help admiring: "This lady has a good waist, only about one foot six. This dress has been tried by many people, but you are the only one who fits it well. Look at the color, it complements your skin well. Bai yo. Come, come, it may be more tasteful to wear this accessory, this is called a white-collar beauty." "I'm very picky." The lady said with a smile. "Although you are picky, don't buy until you are satisfied. When young people wear clothes, they only pay attention to a style. The new style and fit are good clothes. At my age, we must consider comfort. The style is not what we can pursue. As long as you are satisfied, Give you a discount on the price." "You are not only young, but also young at heart." The young lady praised happily. The shopping guide justly dedicated this kind of enthusiasm as if seeing an old friend to the two young ladies, so that the fitting lady couldn't find any reason to refuse her, because the clothes were very suitable, so in the end they were happy. I bought the clothes recommended by the shopping guide in the atmosphere. The shopping guide generously praised the enthusiastic conversation with friends, which made the two ladies choose with confidence as if they had walked into an undefended area.The unstoppable enthusiasm of the other party inspired their desire to buy. Customers always like to discuss business with enthusiastic and cheerful salesmen, which is also human nature, because enthusiastic salesmen can bring customers a more happy mood. In order to treat people with enthusiasm, the salesperson must first praise the customers with true enthusiasm from the heart, so that the customers feel comfortable.Secondly, we should continue to introduce the performance, usage and related knowledge of the product in the communication with customers, so that customers feel that they can learn a lot of useful things from the sales staff, and they can also spend a pleasant time in a friendly atmosphere. time. In the sales industry, although some salespersons can speak well, their performance is not ideal, because most of them have a common shortcoming, that is, what some salespersons say can make customers feel that they are not sincere enough. Just dealing with them.In this way, their eloquence becomes a shortcoming instead, because the more they show their eloquence in front of customers, the more they will make customers feel that they are deceiving themselves. The lack of sincerity in speech often puts the salesperson at a disadvantage. Take a salesperson in a clothing retail store as an example. When a customer tried on a coat, he asked in a very satisfied tone: "How does it look?" Sample?" "Yes, very good." The salesperson replied immediately. Later, the customer tried on a completely different style of clothing, and she could be found to be very interested in this clothing, but when the salesperson faced the customer's inquiry, he also echoed her point of view without thinking. It didn't take long for the customer to discover that the salesperson's suggestion was merely pandering to her and was of no value, because no matter which dress she tried on, or how it looked or fit, the salesperson's They will all say that it is very suitable without exception.In this way, the salesman gives the customer the impression that he cannot tell the truth to himself and that his only purpose is to make a sale.When customers think of this level, they will naturally not buy clothes from him. Sincere words are often more able to touch the hearts of customers and win their trust.Because the final transaction is based on the trust of customers.No matter how sweet and likable a salesperson's words or demeanor may be, how will it gain customers' trust if those words lack authenticity?Once customers think that your words contain deceptive elements, they are likely to turn around and leave immediately. Sincere words, in many cases, mean that it is a commitment and a responsibility.If you can't really fulfill this promise and take on this responsibility, then in the process of communicating with customers, you must be careful to use some promise words, although they can make you appear sincere for a while. When selling products to customers, many salespersons are almost responsive to customers' requests.However, after the customer bought the product, the salesperson forgot his original promise.For example, some old customers asked the sales staff to deliver the goods to their door at a certain time, and the sales staff agreed without considering whether they were free at that time.And when the time comes, because I can't spare time or simply forget it.In this way, the unscrupulous behavior of the salesperson will have a very bad influence on the customers, and even wipe out the good impression that the salesperson has worked so hard to build. "I'll visit you at 10 o'clock tomorrow morning." When the salesperson faces the customer's inquiry, he often promises without thinking like this, but when it really arrives at 10 o'clock, there is no sign of them.This kind of salesperson is extremely easy to leave a bad impression on customers.As a result, customers will leave him one by one. The most important thing for a salesman is to be honest and keep his promise, and the most powerful weapon to gain the trust of customers is to keep his promise. Honest and trustworthy salespersons can be consistent, consistent in words and deeds, and consistent in appearance, and people are willing to have normal contacts with them and are willing to buy the products they sell.If the salesperson is dishonest, inconsistent, and inconsistent with words and deeds, customers will not be able to judge his behavior.Customers are unwilling to communicate with this kind of salesperson, and such salesperson is naturally even less attractive. Being honest and trustworthy is the first way to win the trust of others.A charismatic salesperson should be trustworthy, honest, and reliable.A dishonest salesman was on his way to meet a client, full of hope.He had made careful preparations before, but because he had done something dishonest to this customer before, when he saw the customer and greeted him for a while, his previously planned thoughts were disrupted and he forgot what to say.After an embarrassing silence, he had no choice but to return. Salespeople who do not keep their promises will also have a guilty conscience, and when selling products to customers with such a guilty conscience, how can the salesperson display the products well and win the favor of customers? Dishonest and dishonest salespeople can never achieve great success.Sales staff should put themselves in the shoes of customers, serve customers sincerely, make friends with customers, implement customer fixation strategies, and develop customer relationships.Customers are the most important resources of an enterprise and its marketing and sales personnel. Sales personnel must pay attention to these resources and impress customers with their sincerity.Remember, to deceive customers is to deceive yourself, and unscrupulous salespeople will eventually be abandoned by customers. One of the reasons many salespeople don't close a sale is because they write bad promises to others.As salespeople, we should never underestimate the possible consequences of negligence at work.Because we may pay a great price for it.In many industries, there are many customers who are annoyed, angry or disappointed because the salesperson does not keep their promises, and they may also refuse to deal or ask for a refund because of this.So don't promise anything unless you can keep it. Remember: every sale you make is an advertisement. It may help you make the next sale, or it may break your future sales. It is an advertisement of your personal reputation. The master of sales, Ippei Hara, has written two books on sales: "The Sales Method That Shakes People's Hearts" and "The God of Sales, Ippei Hara".It can be said that each book is written by him based on his years of sales experience and mental journey.In these books, he not only tells people about his sales experience and extraordinary performance, but also teaches people some very practical sales skills. Many novices in the sales industry are fascinated by his book, and the theoretical summaries and experience talks in it will benefit them for life. Yuan Yiping repeatedly mentioned a principle in the book, that is to establish sincere friendship with customers through proper and effective communication.In the book, Yuan Yiping speaks from his own personal experience. One day, a friend of Yuan Yiping told him that he knew the manager of a construction company, which was extremely powerful and had a very large business.Therefore, Yuan Yiping asked his friend to write a letter of introduction for himself, and then he took the letter to visit the young manager. Unexpectedly, this acquaintance of my friend did not buy his account, but after glancing at the introduction letter brought by Yuan Yiping, he said to him very coldly: "You want to sell insurance to me, right? I If you're not interested, please come back!" "Mr. Yamada, you haven't read my proposal yet!" "I just signed up for insurance with another insurance company a month ago, do you think it's necessary for me to waste time looking at your plan?" The young manager's repeated refusal did not scare Yuan Yiping away. Instead, he mustered up his courage and asked boldly: "Mr. Yamada, we are all businessmen of the same age. Can you tell me why you are so successful?" "Then what do you want to know?" "How did you get involved in the construction industry in the first place?" Yuan Yiping's sincere tone and desire for knowledge from the heart made the young manager embarrassed to reject him with a cold attitude. Therefore, the young manager began to tell Yuan Yiping about his difficult entrepreneurial history in the past. Whenever he talked about how he overcame setbacks and difficulties and suffered many unfortunate experiences, Yuan Yiping would always reach out and pat him on the back. Shoulder, said: "All misfortune is over, now it's all right." Soon, more than 3 hours passed, and suddenly, the manager's secretary knocked on the door and came in, saying that there was a document to be signed by the manager.After the secretary went out, the two looked at each other, but neither of them spoke. Finally, it was the young manager who broke the silence by asking softly, "What do you need from me?" "Oh, you just need to answer a few more questions for me." "What's the problem?" The manager asked curiously, he thought Yuan Yiping would let him buy insurance directly. Hara Ippei then asked a few questions about Mr. Yamada's construction business, and based on this, he had a general understanding of Yamada's future plans, plans and goals. Mr. Yamada explained to him one by one, and then Mr. Yamada said to himself again: "I don't understand how I can tell you so much about myself. There are many things that even my wife doesn't understand. Didn't tell you!" 原一平听后笑着起身告辞，他说：“山田先生，谢谢你对我的信任，我想我会对你告诉我的那些话做一些回馈。再见，下次再来拜访你。” 两个星期之后，原一平又带着一份计划书敲开了山田先生的办公室，这份计划书是他费尽心思才做出来的。在计划书里，原一平为山田建筑公司详细拟订了一些未来发展的规划。 当山田再次看见原一平时，一见如故，他非常亲热地走上前握住他的手，说：“欢迎光临。” “谢谢你的盛情，请你看一下这份计划书吧，里面如有不当，还请你多多指教。” 山田坐在沙发上仔细翻阅了一下原一平呈上来的计划书，脸上露出欣喜的表情。 “真是太棒了，我们自己人还想不了这么周全呢！实在太谢谢你了，原一平先生。” “呵呵，别客气，我哪能跟你们公司的专业人士相提并论呢？” 于是两个人坐下来，又谈了很久。而这一次，等原一平离开山田的办公室时，这位经理居然毫不犹豫地投了100万日元的人寿保险，紧接着该公司的副经理也向原一平投了100万日元的保险，财务秘书也投了25万日元的保险。 这仅仅是该公司第一次所买的保险金额，而在接下来的10年当中，山田建筑公司一直都与原一平保持着良好的合作关系，他们在原一平那里所投保的保险金额前后总共达到了750万日元。 后来，原一平和山田先生的友谊也越来越深，他俩也成了一对非常默契的合作伙伴。 销售语言的含蓄性特征要求销售人员在运用语言艺术时，要根据当时特定的环境与条件，委婉地向客户传递信息。 尽管我们也强调推销语言要具有针对性、客观性，但这并不等同于在任何情况下都必须直言不讳。在实际推销的过程中，销售人员应该根据不同的情况，有效掌握并合理运用含蓄性的语言表达方式，这样会更有助于达到推销目的。推销语言艺术的含蓄性，首先表现在口头表达语言中，要做到有取有舍、有直有弯、有明示有暗示。其次，含蓄性还表现在行为语言上，许多行为语言均隐含着某种信息和情绪。 《人民日报》曾介绍过优秀营业员李盼盼，有一次，她在卖菜时发现有的顾客在剥菜叶。李盼盼就和蔼地说：“同志，请您当心一点，别把菜叶碰下来。”这“碰”字说得含蓄、凝重，使有意剥菜叶的顾客，脸顿时泛红，手也不得不停下来。李盼盼把已发生的事说成须提防的事，把有意的“剥”说成无意的“碰”，这样一来，不仅很好地纠正了顾客的错误，而且也保全了顾客的面子，其语言运用得可谓独具匠心。 所以，销售人员在面对客户时，一定要注意语言的含蓄与委婉，切记不要因自己过火的语言而伤了对方的感情。这也是赢得好感、维系与顾客良好关系的一个纽带。在向客户推销时说话要“和气、文雅、谦逊”，不讲粗话、脏话，不强词夺理，不恶语伤人。要多用敬辞、敬语，语气要亲切柔和，语句要委婉含蓄。这样才能缩短与顾客的心理距离，使顾客感到温暖与鼓舞，进而促成交易。 当然，说话委婉并不是要低三下四地乞求人家发慈悲，这样既丢人格，也不会达到好的效果。至于其中的度，则需要销售人员在实践中不断去摸索、去锻炼、去掌握。 又如，北京市某路电车优秀售票员王桂荣，也非常懂得委婉用语的奥妙。有一次，一个男性乘客要下车，于是她请对方出示月票。那男子顿时慌张起来，看到这种情形，其他乘客有的指责，有的嘲笑，而王桂荣此时却温和地问道：“您是不是把月票忘在家里了？”听她这么一说，那男子顿时如释重负，立刻说：“对，对，我补票。”她给那男子补了票，又语重心长地说：“您下次可得注意啊！”那男子连连回答：“一定注意！一定注意！”语音里充满了感激与内疚之情。 可见，在与客户的沟通中，“维护对方的面子和自尊”是一个多么敏感而又重要的问题。许多销售专家指出，在与顾客沟通的过程中，如果其中的一方感到失了面子，即使用最好的方法去补救，往往也会留下一些不尽如人意之处。因为，当一个人的自尊受到威胁时，他就会全力保护自己，对外界充满警惕，甚至充满敌意。有的人进行针锋相对的反击，有的人采取躲避的策略，有的人则会变得十分冷漠和麻木不仁。这时，要想与他沟通、交往，就会变得十分困难。在这种情况下，要想再顺利地促成交易，那就会难上加难了。