Chapter 30 Chapter 28 Taboo of Sales Eloquence

Salesman: Good morning, Mr. Wang. Nice to meet you. Customer: Hello, what can I do? Salesman: Mr. Wang, the main purpose of my visit to you today is to bring you our latest product - high-intelligence A100 model equipment. I know that you must very much hope that your enterprise's production costs will be reduced and profits will be increased. Customer: Yes, but what about the performance of your company's products? Salesman: Mr. Wang, this equipment is imported from German SA technology. Its manufacturing efficiency is twice that of ordinary equipment, and its unit energy consumption is 20% lower than that of ordinary equipment.In addition, the operating platform of this product is very user-friendly, the control performance is very stable, and the safety performance is also very good.In addition, a self-inspection system is installed, so that there is no need to arrange a large number of manual inspections frequently, which saves a lot of labor costs.What do you think?

Customer: Yes, which industries has this product been used in? Salesman: Mainly in excavator manufacturing, oil field development and other fields. Customer: How much does this equipment cost? Salesman: Only 200,000 RMB is needed. Customer: Really?I see.How about this, put down the information, I'll check it first, and call you later. Salesman: Mr. Wang, our company's equipment has won the National Equipment Manufacturing Gold Award, and the annual sales volume has reached 50 million yuan. Customer: I see.Our leadership team needs to do some research before we can call you.goodbye.

Salesman: Huh? ... This is a typical case of visiting a customer: a salesperson is visiting a customer for the first time, and he hopes that the customer will be interested in his product.The good-natured salesman was lucky to have a customer who was willing to engage in the conversation, but unfortunately, his actions echoed the ingrained image of a sales representative in an age of overselling, and he lost his chance.A survey report on the public's evaluation of salespersons in the United States shows that the image of salespersons that people hate the most is: they chatter about their products and companies as soon as they meet, and try to prove their strength and value to customers.

One of the main reasons salespeople fail is often just this situation - being taken over by the customer.Throughout the meeting, the customer managed to control the tempo of the meeting and finally got rid of the salesperson with ease.Why is this so?It's because the salesperson keeps saying it!In interpersonal communication, especially with strangers, is the person who talks less or the person who talks more in control?Apparently, those who talk less are in control!This case is the first visit. The salesman hopes to attract customers by stating how good his company and products are. The focus of the conversation is always on himself, and the customer is placed in a secondary position or even completely ignored.The result of this is that the customer's psychology produces a huge purchase transaction pressure. In order to release or resist this pressure, the customer will instinctively adopt a questioning attitude and focus on the flaws in the salesperson's statement.Once the salesperson's statement stops, the customer will start to fight back - ask questions, raise subjective and even childish one-sided questions and objections. Of course, the customer will almost instinctively ask the salesperson the most unwilling question - price, The price is precisely the most high-sounding reason for customers to reject sales staff.In this way, the customer won the control of the conversation and easily got rid of the salesperson: the customer subjectively came to an arbitrary conclusion of "no need", or simply evaded it with words such as "consider it before contacting".

That is not to give customers the opportunity to ask questions?Of course not, but when the customer has not realized the true value of the salesperson and has not lifted the psychological resistance, it is very dangerous to give the customer the opportunity to ask questions.What if the salesperson keeps silent and lets the customer speak?Therefore, a smart salesperson will neither stand in the cold nor talk incessantly in his own position. Many salespeople tend to think that what they do is what they should look like, that to be a salesperson, they have to act like a salesperson, and that they must speak and act like a professional.They always politely address customers as "Mr. and Madam", but they don't know how to address them kindly as "Manager Wang, Mr. Li".

A professional tone will make customers very uncomfortable and unnatural, and it is very bad for salespeople.Stylized means that the salesperson cannot act naturally. Avoiding stylized and professional tone is the biggest problem in the growth of salespersons.There is an obvious difference between a good salesperson and a failed salesperson: a good salesperson seems to come naturally, but a failed salesperson has a hard time jumping out of the professional shelf. This may be a rather abstract question.The other party is willing to accept you as a natural person, but not quite accept you as a salesman.You must experience the impact of your behavior on other people with your heart, constantly experience it, and then correct your own problems and get rid of habits that are not suitable for socializing.

Many times, the more salesman you are, the less likely you are to be a salesman.A salesperson should first and foremost be a likable and believable person. A common mistake salespeople make is chattering on and on. An American went to Japan to give a live speech and asked a Japanese to be his interpreter. In order to test the translation, the Americans spoke for 15 minutes at a stretch before stopping to let the Japanese interpreter, but the Japanese translator only spoke one sentence and finished.The Americans thought it was strange, but they were too embarrassed to ask, so they continued talking for another 15 minutes, and then stopped to ask the Japanese to translate. As a result, the Japanese finished with another sentence.

In the end, the American spoke for another 10 minutes and ended his speech, while the Japanese took it with him in one sentence, and the audience responded with warm applause. The speech is successfully concluded.The Americans were very surprised and wanted to know why the Japanese was so good, so they asked their Japanese-speaking friends in the audience what he had translated.His friend said to him, "The first sentence is, 'So far, there is nothing new to hear.' The second sentence is, 'I don't think there will be anything new to hear until the end.' The third sentence is ' am I right!'"

Some salespeople always like to talk and talk at length, trying to persuade customers to buy products, but they often backfire.Learn to temper the language and reduce language mistakes, so that customers can maintain a long-term business relationship with you. Those salespersons with poor performance tend to act in accordance with professional habits, and they can't control it as soon as they open their mouths, talking endlessly.Their urge to speak in as much detail as possible often leads them to digress.Even when they realize that they have wasted too much tongue, they don't know how to stop immediately.

Salesmen don't necessarily know everything, but they can usually speak well.According to the deputy general manager of General Electric: "In the recent agent meeting, everyone voted for the reasons for the failure of the salesman's transaction. As a result, 3/4 of the people believed that the biggest reason was the chatter of the salesman. It's a noteworthy result." When communicating with customers, the salesperson should know what to say and what not to say. They must not talk about it without margins. They must grasp the key points of the negotiation, otherwise, it will be very difficult. It's easy to stray from the main theme of your pitch.

When customers talk with sales staff, due to their own needs, they often need to inquire and understand the product in detail.And this understanding of customers will be specifically reflected in certain aspects of the product.Such as brand, price, safety, quality, after-sales service, etc., so the salesperson should grasp the key points that the customer cares about based on these situations, set the key points of the next conversation, and then explain the customer in detail. This is successful sales. A great "magic weapon". However, in the actual sales negotiation, some salespersons are unable to think about what the customer thinks and answer the customer's question, especially the questions that the customer is particularly concerned about cannot give timely and accurate answers. Vague, irrelevant answers.The reasons are nothing more than the following: The emergence of any of the above situations will affect the success or failure of the sales work.If the general talk is not convincing and specific enough, then the customer's doubts will not be answered reasonably, and of course it will be easier to arouse the other party's vigilance.In this case, do you think the customer will make a purchase decision? Take a look at the example below. Mr. Zhang is usually busy with work and rarely has time to take care of his family.Not long ago, an accident caused her daughter to be scalded by the hot water in the heating system, so he decided to install a household central air conditioner because he was afraid that the heating equipment at home would fail again.For his situation, please see how the salesman sells. The salesman said to him: "Sir, if you use the central air conditioner, it is not only very comfortable, but also very safe, but the price is a little more expensive..." Mr. Zhang said: "It's okay if the price is more expensive. I don't know how safe this kind of air conditioner is?" "Don't worry, our central air conditioner has never had an accident, and the customers who have used it are very satisfied with it! We are also responsible for door-to-door installation and other supporting services." "It's easy to say." Mr. Zhang is still worried, "I've never used it before. I don't know how it works. Will it benefit the child?" For the customer above, his requirements for products are mainly reflected in safety issues, rather than price, installation, supporting services, etc.But the salesman failed to realize this in time, and just explained blindly on issues other than safety, failing to grasp the focus of customers' concerns. When negotiating with customers, the salesperson must judge the key points he wants to know from the words and expressions of the customer.Respond in a targeted manner and avoid general empty talk. A salesperson who can't think what the customer thinks will hardly win the customer.In actual operation, many salespeople don’t know how to figure out the customer’s mind. Because they are eager to make a deal with the customer, they often neglect to observe the customer’s psychological changes, and because of this, they miss the big order. Gilles is a well-known car salesperson in the United States.One day, a customer with a well-fitting suit and high spirits walked into the store.Gilles understood that this guest would definitely buy the car, so he warmly received him, introduced cars of different brands, explained the performance and advantages of the car, the guest smiled and nodded frequently, and then walked to the office together to prepare for the formalities.Unexpectedly, in just 2 minutes from the exhibition site to the office, the guest's complexion became more and more ugly, he began to lose his temper, and finally walked away. Gilles couldn't figure it out. That night, he couldn't help but dialed the phone according to his business card. "Sir, I'm sorry! I think you were going to buy a car, but then you got angry and didn't want it. Can you tell me what I did wrong so that I can improve it later?" "I'm so angry! I want to buy a car, and I even have the check written and brought with me!" "But when I mentioned the reason for the car in the hallway, you didn't respond. You know? My son is going to medical school and the whole family is so happy, so I'm going to buy him a car! I said it three times, son! Son! Son! You just say: Car! Car! Car!” Whether the customer is sad or happy, only when you really care about the customer, understand the customer, understand the customer's state of mind at that time, and take the initiative to share with him - can he resonate with your heart and promote the conclusion of the transaction. As a salesperson, in order to achieve successful sales, learning to figure out the customer's mind is a basic quality that must be possessed. Remember, don't be too eager to make a deal with the customer, otherwise it is easy to ignore the psychological changes of the customer, and eventually you will lose It is very likely that you will miss a big order because of this. Some salesmen always like to exaggerate when introducing products to customers, such as "using our company's cosmetics and keeping you within 10 days is like a different person. After eating our company's nutritional products, your illness It will be fine in a week." Salespeople focus on bragging when selling products, trying to impress customers and make them buy their products, but forget to respect the facts.You know, the line between exaggeration and lying is very thin. Some salespeople who boast without measure are actually lying. What's more sad is that these salespeople soon begin to believe their own exaggerated facts. Salespeople need to understand not to play tricks on the truth, not to circle its edges, not to distort or render.Remember the story of the shepherd boy?For a while he used to fool the other shepherds by yelling, "Wolf is coming! Wolf is coming!" and he would laugh when the others ran to save him in a panic.He tried this three or four times, and each time the shepherds came running.Finally the shepherds began to wonder if they had been duped.One day, a wolf really appeared on the prairie. The boy was frightened and shouted again and again: "Wolf is coming!" But no one believed him anymore, no one came to save him, and the wolf enjoyed it Had a great meal. Salespeople exaggerating the truth can lead to the same consequences.If the salesperson always exaggerates the efficacy of his product, but the customer has no effect after trying it, then no matter what product the salesperson introduces to the customer in the future, the customer will not believe it. So, don't brag about the features of the product!Because customers will eventually know whether what the salesperson said is true or false in the future.The function and value of the product should not be exaggerated just to achieve sales performance. This will inevitably plant a "time bomb". Once a dispute arises, the consequences will be difficult to predict.Some salespeople do this, saying that the cash value of the policy at the age of 69 is 65 years old; the cure rate of a certain ear disease is only 72%, but it is said to be 92%. Let's look at the following stories, and we can more deeply understand that excessive boasting is only harmful to sales, but not beneficial. There is a doctor who has been using the medicine of a certain pharmaceutical company for several years.Suddenly one day, the doctor stopped using the medicine developed by the factory at all.Because a salesman dropped a bottle of pills to his clinic and said: "This is a special drug for all asthma patients." The doctor said angrily: "He really has the guts to tell me such nonsense, some of my patients I've tried it and it doesn't work at all!" A good person asked him: "Is it true that it is completely invalid?" "That's not the case. In terms of relieving symptoms, it is quite effective, but asthma cannot be cured. There are too many factors that can cause it to attack. Psychological effects may also be one of the factors." "What would you like that salesman to say?" the businessman asked him. If he had said to me, "Dr. Shaw, this drug has been shown to be effective in reducing symptoms in 80 percent of asthmatics in a large, blinded trial." I'd read that report, and More prescribing. Honestly, it's a pretty good product, but why is he bragging too much to me?" Any product has its good side, and similarly, there is also a bad side. As a salesperson, you should stand on an objective point of view, clearly analyze the pros and cons of the product with customers, and help customers "shop around". Only by knowing yourself and your enemy In order to allow customers to accept the product convincingly.The advice to the salesperson is: any deceit and exaggerated lies are the natural enemies of sales, and it will cause the salesperson's career not to last long. The ultimate goal of marketing is to close the deal, not to win customers.But in reality, many salespersons have the mentality of "convincing customers only by winning customers" to any questions and ideas raised by customers.They think that only by winning customers can they get orders. In fact, this is a wrong idea.Experienced salesmen know how to win, and they might as well be patient, not to win customers. Salesman: "After comparison, you must see that brand A's fax machines are better than those of brand B in terms of fax quality, speed and other functions." Prospective customer: "You're right, but it's a pity that it has a strange shape design, and the color is not my favorite. I like the ivory white color." Salesman: "Why is the appearance so strange? Most fax machines are like this now. The black is the most generous. Everyone likes black. If you buy it back, I guarantee you will like it." In this example, the salesman obviously made a mistake: he did not respect any questions or opinions raised by the customer, and only used his own ideas to force the customer to accept it.If he can sell the product, it can be said that he is very lucky that day. In this example, the prospective customers have already agreed with the main factors of purchasing goods such as the fax quality, speed and function of the fax machine. It can be said that 90% of them are willing to buy. Some minor niggles.A salesman who knows sales skills should know that these small places should follow the customer and make a slight concession.Don't be aggressive to any questions or ideas raised by customers, and sharply refute them back, holding the mentality that you must win customers.Don't think that if you win the customer, the customer will buy. When selling, the more pressure your words put on the customer, the more resistance the customer will have.Just like after a hurricane, all the thick tree poles are lying on the road, but the dwarf trees and willows beside the road are safe and sound. Michelangelo is a great artist and a philosopher who has a thorough understanding of human nature.He once sculpted a huge stone statue for a powerful buyer at the time.After a few months, when the stone statue was nearly completed, the buyer came to watch it and expressed a lot of his own opinions, especially for the nose part of the stone statue. He was very dissatisfied. He hoped that Michelangelo would consider it according to his ideas. Could it be possible to rework the stone statue which is almost finished. Michelangelo immediately climbed up the ladder, took a hammer, and kept beating on the nose of the stone statue. His face was sweating. He said gratefully: "Ah! After modifying according to your idea, I really feel much better. It's like being injected with life!" Michelangelo's feeling immediately made the buyer's attitude change 180°, and the buyer immediately Start admiring Michelangelo's workmanship, and within a short while, change your whole perception of stone statues.So I accepted Michelangelo's work, and Michelangelo's hard work for several months was not in vain. The story of Michelangelo gives us the enlightenment that people who just started sales work do everything possible to prove that they are right to the objections raised by customers, which often makes customers have an unpleasant feeling in the process of being sold. Feel.Therefore, I think that the objections raised by customers are all wrong. This habit and thinking really needs to be corrected. People who have become real sales experts never think about winning customers, they only advise customers, and they all sell while making customers feel respected. The ultimate goal of sales promotion is to close a deal, and winning a customer may not necessarily lead to a deal.Therefore, in order to make the sales work go smoothly, you might as well express your affirmative views on customers as much as possible, so that customers can feel face-saving.Always remember that when traveling against the wind, only by reducing the resistance can you move quickly and save effort. Credibility is an essential element of successful sales, because no one wants to deal with someone who doesn't, let alone a transactional relationship.Therefore, salespersons must pay attention to this point when demonstrating their eloquence, and must constantly express and emphasize "credit", especially in front of familiar customers. This kind of credit is the catalyst for successful sales. Mr. Jin Kela is a recognized sales king in the United States, and he is also a famous inspirational master in the world. The following story is his self-reported experience of buying a car. That day, through a friend's introduction, I went to a car dealership to find Chuck, the salesman of the dealership.Chuck, who is old-school and reserved, opened the car door for me and said, "You must be Mr. Kimcrala." I replied, "Yes, I am Kim Carat." Chuck said, "Mr. Kimcrat, I'm going to tell you that I think you're driving the best car I've ever seen. It's gorgeous!" Chuck asked me, "Did you get this car at a good price?" I replied, "Indeed it is." Chuck said, "I bet this deal is going to be very good for you." "Chuck, let me tell you the truth. I bought this car for $7,600. This car can run 300,000 kilometers, and it has only run 2,100 kilometers so far." "It's really a deal in your favor," Chuck said. "Mr. Kimcrat, I'm glad you're here. Let me give you an estimate of how much you can trade in your old car for. If the interior is as good as it looks, I can give you an answer right now. We'll be right away. can assist you in changing to a new car, we have a considerable number of products for you to choose from." Chuck took about 15 minutes to carefully assess the condition of my car, and then drove the car back to the company's parking lot. Chuck, who was sitting next to the driver's seat, looked very excited. "Mr. Chincarat, this is really the nicest car I've ever seen, in fact it's in better condition inside than it looks. I'm a little confused, but please don't get me wrong because I'm glad you're here, just I'm a little curious, why did you choose to change the car at this moment?" I looked at him and said, "Let me tell you the truth, Chuck, my family is reuniting in Mississippi in three weeks, and I think I should drive a new Cadillac to the event." Chuck obviously thought it was a good thing, but he didn't say anything about it, and of course he didn't need to.He just took out his calculator and began to estimate, still with that smug smile on his face. After a few minutes, Chuck moved his eyes to me and told me in an excited tone: "Mr. Kim Carat, I have some good news for you, because your car is in good condition and we just have a car to deliver , you can get a new car for $7,385 today.” "Whoa! Whoa! Chuck! That's a lot of money!" "Mr. Jincarat, do you think the price is too high?" He didn't get defensive, he didn't offer a price, he just calmly threw the question back at me! I replied, "Chuck, that's over my budget." He asked me a question, straight and simple, "Mr. Kimcrat, what do you think is a reasonable price?" I told him I would pay $7000 for a new car, including taxes of course. Chuck looked at me with a surprised look and said, "Mr. Kim Carat, that's impossible. First, you're asking us to drop the price by $385. Then you mention taxes. There's no way we'll accept your price. But, Mr. Kimcrat, let me ask you one thing, if we accept your offer, are you going to drive our new car home right now?" I told him, "Chuck, $7,000 is a lot of money, and it's not easy for me to make money!" Chuck said to me, "Let's talk about the sale price of $7,385, we've already given you a $2,600 trade-in on your old car, and your car is 4 years old." He looked at me again, and said softly Said: "You can't get a fairer price." "I'm not going to pay you $7,385, I'm only offering $7,000." I figured he must have been trained in drama classes, he didn't smile at all, he told me succinctly that he had no right to make such a decision, and now he stood in my shoes, put his arm around my shoulder and said, "I Will tell you what I will do. I will go talk to the appraiser and see if I can get you something. I will do whatever it takes to drive away our new car to your satisfaction and I really expect you to buy our car .Before I go to the appraiser, let me make sure that we communicated well and that there was no misunderstanding. Your offer of $7,000 includes taxes and all expenses.” I replied, "That's right." So Chuck walked towards the appraiser, and 3 minutes later he came to me: "The appraiser is in a hurry to go home. He won't be back until tomorrow. Can you bear this night?" I told Chuck I could get through it.After hearing this, Chuck said to me: "Before you leave, I want to make sure that we know each other well. In our car sales industry, verbal bargaining is not recognized unless there is a signed agreement." Yes, however, since I've been in this business for a long time, I can also tell the highs and lows of people. Mr. Kim Carat, I will still admit that we are talking about $7000, of course that includes taxes and so on. I believe you mean what you say, and I am right, Mr. Jinkola." I said, "That's right, Chuck, you can trust me." Chuck said, "I have confidence in you too. We reached our gentlemen's agreement with a handshake. I will call you tomorrow morning and I hope I can bring you good news." The next morning, shortly after I arrived at the office at 8:30, the phone on my desk rang and it was Chuck who told me, "Mr. After talking, we decided to let you replace our car with a new car for $7000, including taxes and all expenses." How did Chuck achieve this?First of all, his way of selling is consistent, I met two car salesmen before going to Chuck, but I knew I could trust Chuck, and trust is the most important part of the transaction.Second, he was extremely professional throughout the entire sales process.10 days after I bought the car, he called and asked me what I thought of the car and what he could do for me. The most important thing for a salesperson is to pay attention to credit, and the most powerful weapon to gain the trust of customers is to keep promises. If the trustworthy salesperson can be consistent, consistent in words and deeds, and consistent in appearance, people are willing to have normal contacts with them, and even willing to buy the products they promote.If a 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 a salesperson naturally has no charm at all. Distraction and absent-mindedness are taboos in sales.If the salesperson is incapable of expressing his intentions in the process of contacting customers, it will be difficult to make customers interested in your products, and they will think that you do not have enough sincerity.Therefore, it is very important to be focused when selling products to customers. Only by concentrating can you discover and solve problems in a timely manner, and can effectively attract the attention of the other party, control the whole situation well, and put you in an active position. On the subject of focus, successful salesman Joe Girard has this to say about his success: "Concentrate when selling. Once my eyes are on the customer, he can definitely feel that my attention is on him. I will leave all other distracting thoughts behind me. I will not allow any thoughts to distract me. My energy. From the time I shake hands with customers and introduce myself, nothing can take my eyes off customers. "Even with five fire trucks roaring by, I wouldn't turn my head. I've seen other salesmen rush to the window at the sound of sirens or bangs; When the clerk was admiring the beautiful and slender legs of a certain customer lady, his eyes were almost bulging! If I lived on the west coast, even if there was a large-scale earthquake, I would not lose my size and abandon my customers. "Why do I have to be so in control? First of all, it allows the customer to concentrate too, because I'm watching his every move and listening to his every word. But I have to admit, I don't always do that. It's not because I don't want to do it, but because I lack a clear understanding. As a result, external interference distracts me and distracts me. "A few years ago, a young saleswoman asked me to watch her sales process and coach her. 'I must be doing something wrong, Joe,' she said, 'but I just don't know what it is. ' "As a result, I found out that she didn't say anything wrong in the whole sales, the sales went well, and she felt good about herself, but in the end, she couldn't close the business. "'Joe, what am I doing wrong?' she asked me. 'The man wants to buy a new car, and he can afford it, and I seem to have a good pitch, but . . . what am I doing wrong?' "'Heidi, you're doing right, you're doing everything right, but you've made a fatal mistake. I don't think you realize it yourself.' "'What is it?' she asked eagerly. 'I want to know.' "'I counted, during the sales process, you looked at the watch a total of 6 times. Every time you look at it, your customers are a little unhappy, and there will be silence for a while. They must be thinking in their hearts: Her interest Probably on something else than talking to me. Well, that's all. He thinks you want to get rid of him as soon as possible.' "'To be honest, I don't really care what time it is, it's just a bad habit of mine. You're right, I won't do that again.' "After a few weeks, she was able to focus on selling." Concentration means that you attach great importance to this matter, and the other party will feel that you respect him, and he will communicate with you and be willing to accept your ideas, and finally make the sales effective.Therefore, you have to understand that concentration is the most effective method and strategy to control the situation.