Chapter 19 Addendum How to sell something

Especially those who are new to sales, you must remember the three precepts, the first precept, you must lower your posture and don't drag it!Don't think that you graduated from a university before, that you were great in college, what kind of achievements you got, what kind of favor you got, and everything is empty, starting from scratch, even if your boss is the salesman with the worst performance, you Remember, he is the life enlightenment teacher of your sales, you must learn the strengths of others humbly!Respect your teacher everywhere, your teacher will sincerely teach you sales knowledge.

The second commandment is to be calm and not impatient. We all know that it is very common to be rejected when doing sales. If you make an order with just one phone call, then you are not selling, but picking money. Now, usually you need to relieve your mood a lot, and organize your mentality. To do this, you must fight for orders. You must learn to summarize the orders you get through your own labor, and ask yourself why you can win this order?Even if you make a phone call and get rejected by the customer, you should also think about why the customer rejected you. Is it because you are looking for the wrong person, or is there a problem with your communication method?In short, you have to think about it in your head, think it over, and then make a phone call, get it calmly, lose it calmly, strive for the inevitable, let nature take its course, this is the four-character formula for sales to adjust your mentality.

The third commandment is to be humble and study hard. If three people walk together, there must be my teacher!To actively learn the knowledge of this industry, it is best to master the most knowledge in the shortest time. Remember to ask for more teachers. Every old employee in the company is the main person engaged in every link, and can learn from every old employee. Colleagues learn a little bit, and the accumulation is a big book. If you want to learn more, if you don’t understand, you should actively ask, ask more, and think hard!With sufficient industry knowledge, you have the capital to go outside to compete with other peers!

Sales, in my understanding, is actually a thermometer of human nature, why do you say that?Think about it, everyone, when you pick up the phone to communicate with a client, it is possible that the person you contact is not the person in charge of the exhibition business of this company, but he also has the right to hang up your phone and communicate in a short phone call Here, if you can quickly bypass him and find the real person in charge, this is the time to really test your speaking skills. You must use your emotional intelligence. For example, you know that a certain factory is going to participate in the exhibition, but you don’t know who is in charge People in the exhibition business, when they make a phone call, the caller will usually be the front desk, who will ask you: "Who are you looking for? What's the matter?" Sometimes, sales will follow the old routine, I am from a certain exhibition company, I would like to discuss with the person in charge of this aspect of your company on the issue of participating in the exhibition.Everyone should pay attention, if the front desk person is not of high quality and receives similar calls every day, he may hang up the call without saying a word.If you have a good grasp of human nature, when you pick up the phone and hear the first word "Hello" from the other party, you can judge the other party's mood and mood from the tone and voice of the other party, and you can chat from other places by the way , For example, is your old Zhou who is in charge of the exhibition there?In fact, you don't know the last name of their person in charge, and you don't know who that old Zhou is, but the front desk may think that you are looking for a person in charge, and you will be easily fooled by you soon, so you will transfer the call directly. Yes, if you are a little more patient, you can get the surname of the person in charge out of the mouth of the front desk.In this process, sales must learn to grasp human nature, understand human nature, and respect human nature.Only when you have a good grasp of the character and temper of the other party, can you make a smooth judgment on what method to use to obtain the list.

In traditional Chinese medicine, the doctor should pay attention to seeing, hearing, and asking when seeing a doctor. Only by observing the patient's surface, as well as his breath, pulse and pain manifestations, can the doctor judge what disease the patient has and how sick it is. , What kind of medicine should be used for treatment. As a professional salesperson, you must first understand your own products, understand some basic processes of your industry, and understand the core competitiveness of your products. In our sales industry, there are also four points of listening, observing, distinguishing, and attacking.

When you want to pull down a customer, you don’t know the customer’s details and related basic information. When you first contact, it’s best to collect relevant information about the customer. For example, the company has How big is it, how many workers are there, how much is the registered capital, is the company type foreign or Chinese, what is the company's main product, and so on. After you get in touch with the person in charge of the company's exhibition, you need to know more about the temper and character of the other party, and then clearly express your intentions in the next contact. When the customer contacts you, they may be more interested Learn more about your company's strength, price, service and other aspects. Of course, when communicating with him, you can listen to the customer's thoughts, whether you are married, hobbies, and you can talk about the current cooperation with the company in depth. Views, any comments?Have an in-depth discussion with customers about the current industry situation. What are the benefits of participating in the exhibition for customers?Earnestly induce, when communicating with customers, you must be patient. If the customer is a confidant, you should start to practice your good temper at this time, learn to listen patiently, and give feedback in time "Yes, um, no Wrong, your idea is very solid" and so on a series of modal particles to match.Of course, the main thing to communicate with customers is to be sincere, not just play around!We must have a service mentality, starting from the needs of customers, so that customers can buy satisfactory products and services.Many salesmen, in order to make short-term profits, often treat customers as chickens waiting to be slaughtered. They first attack their hearts, then brainwash them, and then try their best to fool them. Sales, of course, don't last long.Real sales must be a win-win situation.Maybe this customer is a bag maker and shoe maker. You want to take him down. He has a deep research on shoes and bags. You can ask him some questions about these aspects, and the customer will be very interested in talking to you. Explaining, invisibly narrows the distance between you and the customer, or you can also supplement some knowledge about this aspect yourself. During the conversation, the customer thinks that you agree with his product and will look at you with admiration. Cooperation has also taken a big step forward!

Chacha played a decisive role when a salesman became a customer!This is the most rational part used by sales when attacking customers. It actually counts the needs of customers and obtains a series of information.In a nutshell, you need to find out the customer's annual cooperation intention, main market, development path, and the needs of overseas inspections and purchases, etc. There are many connotations here, not just distinguishing customers, a good salesman will classify customers into different categories, such as the ABC customer files we have been analyzing, such as category A, those who have exhibition experience , and those who are interested in the near future; category B, those who are potentially interested; category C, those who have not gone out, and have no plans to go out for the time being.All these help us to get in touch with the most high-quality customers in the most effective time, and to conduct in-depth analysis of different customers.Another connotation of identification is how many competitors do you currently have when cooperating with this company, and do you know the details of the rival company?How much will they quote to customers?How much profit do you add to the customer's quotation?Can you tell?

At the end of attacking comes the key link, attacking customers. Through the above three steps of listening, observing, and distinguishing, we have reached the time to close the deal. According to the needs of customers, everyone will probably think that it is high-spirited, fighting against the enemy, and it is not that serious!Attacking customers is about being indifferent, loose on the outside and tight on the inside!With the first three steps, listening and discerning, the last step is the finishing work. This attacking word lasts until the customer places an order, and we take the customer abroad to participate in the exhibition, including sending it back!

As a customer, if you tighten the rein, you may scare the customer away, but if you relax the rein, you are afraid that your opponent will have an opportunity!You must grasp a certain degree, show the customer a look on the quotation, and learn to explain each reason to the customer patiently. If the customer says that it is not good here, it is not good there, you have to give them a step down, and you can’t give it casually. You have to be reasonable. Festival.The more you get to the end, the less anxious you are. Competitors may also try their best to attack customers. Customers are also comparing the two companies to see which one is the best. If two tigers compete, one will be injured!Don't wait for your opponent to hurt you, and then bite yourself.In the end, you must be patient and have enough patience to win the customer. At this time, if you want to take it first, you must give it first. When you pay for the customer, don’t miss every detail. You should treat the customer as your own brother and sister. Take as much patience as possible to maintain everything.Especially when communicating with customers, you must be good at expressing. You must show the company's philosophy, dedication to work and service, sincerity and sense of responsibility for cooperation, so that customers can feel safe when cooperating with you, so that he can understand when cooperating. You, trust you.Sometimes, when customers cooperate with you, they may not come to your company to see your size, mainly because of your sales ability. If they think they find the right person, the basic conditions of the company can be passed, even if it is a small company. Can do the business of a big company!

Forewarned is forearmed, without prejudging the waste.Success comes from clear goals. As a salesperson, you must have clear goals and plans. After entering an industry, you can see the sales performance of your peers who entered with you. Moving forward, you can see the performance of a senior.With the old sales in front as the goal, make a plan for yourself, how long it will take to surpass this old sales, set a short-term goal and a long-term goal for yourself, short-term goals, within how much time, plan yourself, the old sales Every move should be learned in the heart, probably his routines and methods of communicating with customers, his characteristics, the skills of issuing orders, and what is special, so feel free to figure out and study it.This month, how many orders do I have to complete, and how many customers do I have to win?At the beginning, I don’t care how high the success rate of customers is. The key lies in whether I am willing to pay, whether I am willing to figure out the thoughts of these customers, at which step I communicate with customers is effective, and which conversations and communication are not mature enough. I have to distinguish clearly .Before going to bed every night, you must make a clear plan, which customers need communication and maintenance, which customers need to continue to dig deeper, and which customers need to start selling from other aspects?When you can think through these things every night, when you arrive at the company the next morning, you will be able to make a clear plan, preferably posted on your desk, and look at the goal on the desk every day to make a phone call, and you will be full of confidence!

When a week or even a month is over, you should look back and reflect on how far you are from this short-term goal, whether you have worked hard, whether there are problems with your methods and skills, and what specific areas need to be improved. Should I jump out of the circle I drew for myself?I believe that when a salesman can achieve the above detailed and clear strategic steps, the number of customers will increase! When communicating with customers, you must be careful and don’t be too anxious. Some customers are slow to warm up. You have to be friends with them first. After you get familiar with them, everyone has a common language, and then integrate the business into it. In this way, business will naturally come out, don't be too deliberate in pursuit of profits.When you relax, profits and customers will follow you. You must show your personality charm in a short period of time. For example: Faye Wong, a singer with full of personality, and other singers say hello to the audience. When she was catering to the public with a smile on her face, she rolled her eyes at the audience with disdain, and with an attitude of disdain for the audience, she was silent on the stage alone in her singing, letting the singing intoxicate herself and the audience.On the contrary, her ticket price is the most expensive, and her fans are the most.Charm Achievement Opportunity!Therefore, sometimes, customers can cooperate with you, maybe because some hardware services of the company make customers satisfied. If customers can introduce customers to you, then it means that you are really attractive as a salesman!This is an affirmation of your work. 1. Knowledge and psychological quality necessary for successful sales: First of all, we should know ourselves and the enemy in order to achieve victory in all battles. 1. Enrich your business knowledge: A. Learning of operating procedures. B. Mastery of freight rate knowledge. C. Knowledge of national and regional policies. D. Resilience to problems raised by customers. 2. Understanding of the company's business: A. Understand the company's strengths and weaknesses. B. Understand the company's position in the market and its operating conditions. 3. Conduct market research: A. Understand the freight level of the peers. B. Understand the freight rate and time limit required by the customer. C. Anticipate future market conditions. 4. Have the spirit of hard work: A. You need to be diligent in visiting customers, but also pay attention to efficiency. B. We can select 10 key points from 100 customers, and find out the customer groups we need. 5. Adjust your mentality: positive, optimistic, upward: A. 1% principle: One of the basic conditions for the success of a salesman is to have self-confidence and psychological preparations to resist setbacks, and to be trained and equipped to face "to achieve 1% success, the previous 99% rejections cannot be avoided" Only in this way can we rekindle the fire of hope when we are frustrated. B. Asking for help and helping others: Note that selling is not begging, and customers often need our help. C. Confidence and self-esteem: "Sales starts from being rejected." It is because of "rejection" that there is a need for the existence of salesmen; It even feels abnormal. D. Principles and creeds: "The customer is always right", to understand and respect the customer's requirements, but not to meet all his requirements.In fact, not all of his demands could be met. 2. Develop customers: Customers are the foundation of sales.To pick out potential customers who may accept or need services, from among these potential customers, select the potential customers with the best sales efficiency, and then carry out sales activities for this group of potential customers with the best sales efficiency, which is to improve sales efficiency the first step. 1. Develop new markets: When opening up the market, you must first grasp the information related to the enterprise.Especially the collection of basic data. 2. Ways to find customers: A. Use the company's resources to introduce new customers through current customers, and obtain information about the company's original customers through the company's financial and customer service departments. B. Use personal resources to obtain customer information through "relationship network" channels such as friends or acquaintances. C. Use external resources to obtain information through channels introduced by other salespersons and others. 3. Selection of prospective customers: After collecting customer information, make it into a roster, and then filter out some potential customers who may be successful in sales based on the roster analysis. How to choose?It can be judged from the following points: A. Whether there is a need; B. Whether there is the ability to pay; C. Whether there is the right to decide; D. Whether there is the possibility of approaching. 3. Close to customers: 1. Prepare to approach customers. For prospective customers or existing customers, we need to investigate and understand several elements: A. Credit status, business status and future. B. Status in the same industry and the actual situation of the operator. C. Major clients and sales regions. D. The status and capital background of practitioners. 2. Investigation and understanding of the actual person in charge: A. Character. B. The status in the enterprise, the academic experience and service years of the person. C. Interests and club activities. D. Age, family composition, education level and family environment. E. Friendship. F. Drinking, smoking and other hobbies. G. Income level. H. Relationships with supervisors and colleagues. 3. Make a visit plan.As a salesperson, you must visit customers and get close to customers, otherwise it is impossible to achieve the goal of sales.The specific plan is as follows: A. Determine the access object. B. Develop the main points of the interview content. C. From the existing information, research whether the interviewee has been interviewed by a salesperson, and if it has been rejected, what is the reason?It must be carefully investigated and the best way to deal with it must be worked out. 4. Call: Call to schedule an appointment, not close the deal.Don't talk too much on the phone, you should keep some key questions, and give them a full sales description when you have the opportunity to meet with customers. A. Consult key people. B. to understand the situation. C. Quotation: You must be cautious and prepare in advance (market price, reserve price, quotation, commission), and leave room for the first quotation, which can be tentative and pave the way for the interview. D. Make an appointment: After preliminary understanding, you should tentatively make an appointment with the other party. If you allow, you need to confirm the time immediately, and you must go to the appointment on time. If you allow but do not confirm the time, you should keep in touch and visit as soon as possible. 5. Achieve door-to-door visits: Some customers are not disgusted with the salesman's door-to-door visits, and they can also express their welcome and warmly entertain the salesman's arrival; but there are also some customers, because of their busy work and fear of being disturbed by the outside world, they are deeply bored with sales activities, and even refuse to let the salesperson in. Outside the door, inexperienced salesmen are inaccessible, and they are quickly defeated without a fight.Therefore, in order to successfully approach a client, it is necessary to make an appointment in advance. A. Choose an appointment time: when the customer has just opened the business and is in need of products or services; when the other party encounters a happy event, such as promotion, receiving a certain reward, etc.; the customer has just received salary, or increased salary level, and is in a good mood time; festivals, holidays, or meeting the other party’s factory anniversary, building foundation laying, and project completion; when customers encounter difficulties and need help urgently; Satisfactory time; rainy day, hot summer, under normal circumstances, many experiences show that visiting in such an environment will often move customers. B. Choose an appointment location: In the process of contacting sales targets, it is very important to choose an appropriate appointment location.Generally, salespeople choose to meet in the following locations: customers' homes, offices, public places, social occasions, etc.This mainly varies from person to person and from time to time. 4. Convince customers: Although there are various prerequisites for sales work, the most important thing is to meet customers and use sales methods so that customers can fully understand our company's services in order to win customers' cooperation. 1. Get the customer's attention.Attracting customers' attention is to attract customers' psychological activities, energy and attention to the services promoted by the salesman, so as to lay the foundation for future sales activities: A. Pay attention to the first impression on the customer: salespersons should start to pay attention to their behavior when they are 12 meters away from the customer. B. People only pay attention to things that are closely related to themselves: When salespeople want to attract the attention of customers at the beginning, they must start selling from the things or topics that customers care about most and are related to their vital interests. C. Customers only pay attention to the things they are interested in: the salesperson must pay attention everywhere and care about everything, so as to understand what the customers are interested in, and then start selling from the things the customers are interested in, so as to attract the attention and attention of the customers. D. The time and degree of customer concentration are related to the intensity of stimulation: the more novel things can attract the attention of customers; the greater the contrast of stimulation, the more attention can be drawn to customers; customers are often attracted by different things Therefore, the salesperson should design a sales method that is different from other salespersons. 2. Interview: A. Appointment preparation: the price required by the customer; the potential needs of the customer, how to prepare answers, special needs, etc. B. Create an atmosphere: a good conversation atmosphere is the key to the effect of the interview; you must be good at grasping the atmosphere of the conversation, and adjust yourself in a timely manner. When interviewing with customers, you should pay attention to: appropriate address, dress; polite behavior, conversation distance, etc. C. Be good at listening: This is an important way to get customer information. Listening is an art. Who wants to "play the piano to the cow"? While listening, you must also pay attention to communicating with the other party, such as: your expression, posture, and appropriate response. D. Grasp the key points: Through conversation, you should know what customers need most, such as: preferential price, good service, credit and so on. E. Necessary farewell: Customers who are too easy to deal with are actually not keen to cooperate with you; the salesman's sales time is a race against time, so don't waste unnecessary conversations. 3. Emotional stimulation.The salesman can first stabilize the customer emotionally, make him emotionally close to the salesman, and then make the customer emotionally interested in the salesman, and then proceed with the sales activity: A. Do what you like, understand it with reason; be friends first, and then do business. B. For the sake of customers, fully understand the real needs of customers and the difficulties encountered by customers through investigation and analysis, and prepare standardized and valuable business proposals for customers as much as possible. C. Acting as a consultant for customers, helping customers with ideas and solutions. D. Create an atmosphere and coordinate emotions. Salespersons can communicate emotionally with customers by changing the atmosphere of the environment. 5. Facing rejection correctly: Being rejected in a sales pitch is unavoidable, and having a way to turn failure into success is the key. 1. Be mentally prepared to face rejection: sales start when you are rejected, and you can find the most appropriate way to break through after being rejected; if you can think this way, the shock when you are rejected can be alleviated.Moreover, it is understandable that the customer's tone is not friendly when he does not understand who the visitor is.Experienced salesmen must understand that it is not a surprise to be rejected at the first visit, because the frequency of being rejected by customers is the highest at the first time. Only after understanding this can we know how to prepare for confrontation . 2. Methods of dealing with various rejections: If a salesman wants to avoid opposition and rejection and create a favorable situation, he can start researching methods in two stages.First, it is necessary to predict objections and rejections before they occur, and try to reduce the burden after they occur.The main reason is that the salesman must first create a calm atmosphere, cultivate an affirmative atmosphere, and envelop the other party to reduce opposition and rejection.Second, after the objection and refusal occur, analyze its motivation and then deal with it.