Break the heart wall of customers and get close to customers.
Yuan told us that only by removing the bricks hidden in the customer's heart first will he negotiate with you with peace of mind. If we negotiate in a commercial way, we will only establish a pure material relationship with each other, which is not conducive to promotion and completion.
Yuan listed the following inappropriate ways in the promotion process. In the way of breaking the heart wall, you can't speak in a fierce tone; Can't pretend to please; You can't brag about your performance and ignore two-way communication and customer psychological awareness; Don't make a long speech, don't interrupt the topic; Can't dig customers; You can't refute the customer's opinion immediately, but pay attention to the psychological reaction of human nature and the attitude and situation that the customer can accept. ...
You can ask interesting questions to arouse their interest and curiosity and create an atmosphere in a relaxed way. When breaking the core wall and establishing a good atmosphere, we should pay attention to the method of greeting. Negotiations begin with spiritual contact and end with spiritual exchange and understanding. Only by touching the hearts of customers can we make a deal easily.
Sales negotiation or negotiation is not one-way. Just talk about yourself. In the process of sales promotion, don't just set yourself up as a salesman selling goods, let alone let customers think that you are just a salesman, just selling a commodity to him, so that customers will be defensive and stressed, thinking that you are just making his money, rather than telling him how to get benefits.
At the beginning, we should cultivate a positive and friendly atmosphere, and the taste of sales promotion should not be too strong. Sell yourself first, and then cooperate with and emphasize the packaging and promotion focus of the overall marketing, so that customers can easily have a positive and profound goodwill and create a buying mood and atmosphere.
The success of sales promotion depends on creativity and human feelings. In Breaking the Heart Wall, we can use small gifts and souvenirs to match our performance, and pay special attention to the customer's reaction. We should also carefully record or take the initiative to ask about their own situation, understand their true thoughts and concepts, praise them from time to time, pay attention to listening, and don't interrupt them to express their opinions. We should focus on the topic of hobbies and start emotional communication with each other.
Yuan once made a plan to promote enterprise insurance to a car company. The so-called enterprise insurance refers to the reserve pension and accidental injury insurance paid by the company for employees.
However, I heard that that company has always been based on the principle of not paying enterprise insurance, so it was useless for any insurance company salesman to launch an offensive at that time. Yuan decided to concentrate on catching a goal, so he chose the Minister of General Affairs as the object of his visit.
Who knows: The Minister of General Affairs has always refused to meet him. He went several times, but the other party refused to show up at all on the pretext of being unable to leave.
One day two months later, the other party finally moved into compassion and agreed to meet him. After entering the reception room, Yuan tried his best to explain the benefits of joining life insurance to the head of general affairs department, and then took out the information already prepared-the sales plan, and explained it enthusiastically, but the head of general affairs department just said in the middle of listening: "This plan won't work! No! " Then stood up and walked away.
After repeated deliberation and careful revision, Yuan went to see the Minister of General Affairs the next morning. The other party once again said in a cold tone, "No matter how you do such a plan, it is useless, because our company has the principle of not paying insurance money."
At the moment of being rejected by Yuan, I froze. Yesterday, the head of the general affairs department said that this plan was not feasible. He stayed up all night to make a new plan, but the head of the general affairs department said that it was useless no matter how many plans he took out. ...
Yuan was almost overwhelmed by this great insult. But he suddenly asked, an idea flashed through his mind, that is, the will to "wait and see how I become the world's number one salesman" and the pride of "I am selling on behalf of Meiji Insurance Company".
"The opponent who is talking to me now, although it is the Minister of General Affairs, actually the Minister of General Affairs also represents the company. So the actual negotiating partner is the whole company. Similarly, I also represent the entire Meiji Insurance Company. I'm here to sell, not the manager of Meiji Insurance Company. I can't help thinking like this, and I firmly believe:' The life insurance I want to sell will definitely benefit this company.'
"So, my mood gradually calmed down. I said,' OK, bye!' I'm leaving now. "
Since then, Yuan has started a long and arduous sales promotion visit, running about 300 times before and after, lasting for three years. It takes six hours to go back and forth from Yuan Jia to that company. Day after day, he kept running with thick information and the belief that he would succeed today. In this way, three years later, I finally successfully completed the long-awaited promotion. Yuan's experience of being rejected is too much. Once, on the recommendation of an old friend, he went to see the general manager of another company. When talking about life insurance, the other party said, "There are many cadres in our company who are opposed to Canadian insurance, so we decided that whoever sells it will refuse."
"Can you tell me the reason?"
"It doesn't matter." Therefore, the other party explained the reasons in detail.
"What you said is really reasonable, but I want to write a paper on these issues, please have a look. Please give me two weeks. " When he left, Yuan asked, "Are you satisfied with my article? Can it be adopted? " .
"Of course, I will definitely suggest to the company."
Yuan hurried back to the company to consult experienced veterans. For several days in a row, I traveled between the investigation department of the Chamber of Commerce and Industry, Ueno Library and Hibiya Library, and consulted the relevant economic publications in the past three years, such as Toyo Economic News and Diamond. Finally, I wrote a fairly confident paper with the survey chart.
Two weeks later, he went to see the general affairs section chief again. The general affairs section chief was very satisfied with his article and recommended it to the general affairs department and the management department, thus making the promotion a success.
Yuan said with deep feelings: "sales promotion is the perseverance after being rejected by customers for the first time." Maybe you will be rejected dozens or hundreds of times in a row like me. However, just after these dozens and hundreds of rejections, one time, the customer will agree to adopt your plan. " The salesman worked hard for this only chance.
It is no accident that Yuan became a world-class sales master. We can feel his persistence from his behavior.
After breaking the customer's heart wall, we should fully arouse the interest of customers. Only when customers are interested in you and your products can we facilitate the transaction. Arousing each other's interest is a sales opportunity.
Keep up with the thinking of rich people to attract customers' attention.
A psychologist once said. People often mistakenly think that we can see the outside world clearly because we are surrounded by transparent glass. In fact, each of us is surrounded by a huge mirror, which reflects the inner course, values and self-needs of our lives.
Psychological research has found that people often unconsciously attribute their psychological characteristics to others in their daily lives and think that others have the same characteristics. For example, they like to lie and think that others are always deceiving themselves; If you feel good about yourself, you think others think you are excellent ... Psychologists call this psychological phenomenon "projection effect".
One of the most important inspirations of "projection effect" to sales promotion is to keep pace with customers' thinking. Only when your thoughts and actions are consistent with your customers' ideas will customers accept you more easily.
Yuan mentioned that according to psychological research, there are certain skills to establish affinity between people. We don't need to know him for a month, two months, a year or more to build affinity. If the method is correct, you can establish a strong affinity with others within 5 minutes 10 minutes. In Yuan's view, one of the most effective ways is to keep spiritual synchronization with each other when communicating.
Therefore, an excellent salesman will speak to different customers in different ways, and the other party will speak as fast as him; The other person speaks in a high voice, just like him; When the other person speaks, he often pauses, just like him, so that there will be no embarrassing situation of "each saying his own words". Because of this, excellent salesmen can easily form a strong affinity with customers and deal with all kinds of customers.
In addition to keeping pace with customers ideologically, we should also attract customers' attention. This is also the key to successful promotion.
There is a salesman who sells safety glass, and his performance has always been the first in North America. At an award ceremony for top sales staff, Yuan met him and asked him, "Do you have any unique ways to keep your performance at the top?" He said, "Whenever I visit a customer, I always put a lot of safety glass cut into 15 cm square in my suitcase, and I also carry a hammer with me." Every time I go to a customer, I ask him,' Do you believe in safety glass?' Customers said they didn't believe me, so I put the cup in front of them and knocked on the table with a hammer. At this time, many customers will be surprised and find that the glass is really not broken. Then the customer will say,' God, I can't believe it. At this time, I asked them,' How much do you want to buy?' Directly to the transaction step, the whole process is less than one minute. "
Shortly after he finished this story, almost all the salesmen of companies selling safety glass went out to visit their customers. They took away samples of safety glass and a small hammer.
But after a while, they found that the salesman's performance remained the first, and they felt very strange. At another award ceremony, Yuan asked him again: "We have done the same thing as you now, why can your performance still be the first?" He smiled and said, "My secret is simple. I knew that after I finished this idea last time, you would imitate it quickly. So from then on, the only thing I did to go to customers was to put the glass on their desks and ask them,' Do you believe in safety glass?' They said they didn't believe me, so I put the glass in front of them, gave them the hammer and let them smash the glass themselves. "
Many salesmen have a lot of fears when they contact potential customers. No matter how we contact customers by phone or face to face, when we first contact potential customers, most of the results end in customer rejection.
Contact potential customers with a complete plan. Whenever we contact customers, everything we say must be fully prepared in advance. Because every time we want to meet a new potential customer for the first time, they always have a lot of resistance or excuses. They may say something like "I don't have time to ask now, I don't need …", and customers will try their best to tell us that they don't want to contact us. Therefore, the first step to contact potential customers is to break through the excuses of customers, because if we can't break through these excuses effectively, we will never be able to start the sales process of our products. Attracting customers' attention is a good way to start the promotion process.
Starting from customer preference
Yuan is going to visit the boss of an enterprise. For various reasons, he tried various methods, but he couldn't satisfy the people he wanted to visit.
One day, Yuan finally found inspiration. He saw the guy from the nearby grocery store coming out of another door of the boss's residence. Yuan had a brainwave and immediately walked towards that guy.
"Hello, second brother! I had a good chat with your boss the other day. I have something to ask you today. "
"Excuse me, which laundry washes the clothes in your boss's mansion?"
"Walking in front of our grocery store, there is an uphill section. Go uphill, just the laundry on the left. "
"Thank you. Besides, do you know how soon the laundry will come to collect clothes? "
"I don't know about this, about three or four days."
"Thank you very much. Good luck."
Yuan successfully got the information about the fabric, color and style of the boss's suit from the laundry owner.
The owner of the suit shop said to him, "Mr. Yuan, you really have a good eye. Do you know the corporate celebrity ×× boss? He is our frequent visitor, and the suit, color and style you chose are exactly the same as his. "
Yuan pretended to be surprised and said, "Is there such a thing? What a coincidence. "
The shopkeeper took the initiative to mention the name of the business owner, talking about the boss's suit, tie and leather shoes. He further talked about his talk and hobbies. One day, the opportunity finally came. Yuan put on that suit and tie and stood quietly in front of the boss.
As Yuan had expected, he was first surprised and then surprised, then suddenly realized and laughed.
Later, the boss became Yuan's customer.
Yuan told us that the best way to get close to potential customers is to do what they like. Cultivate the same hobbies or interests as potential customers. When potential customers pay attention to you, they will have a desire to know more about you.
When a shop assistant sees a child jumping around, scratching around and never stopping, he may get bored. But a sales expert said to his mother, "This child is so lively and lovely!" " "
Children are the "little sun" in parents' hearts. When a salesperson sees a child, no matter what he looks like, cute or not, he must say, "Oh! What a lovely child! How old are you ... "This will definitely open each other's chatterboxes and tell many lovely and clever stories about the baby. This harmonious atmosphere can naturally "melt" her excuse and sell your goods smoothly.
Children, pets, flowers, calligraphy and painting, hobbies, etc. Can shorten the distance between the two sides. Customers' preferences are varied, so salespeople should collect them extensively, conduct research and master their main points, so that they can have the same language when talking. Knowing customers' preferences is helpful to the success of promotion, and salespeople must make good use of these preferences.
A good salesman is actually a master storyteller, because there are too many places to tell stories in the language skills of sales promotion. In the language skills of selling and opposing customer rejection, the proportion of short stories used is surprisingly high. There are also several simple ways to quote short stories, idioms or fables. It is important to have wonderful content, but it depends on the salesman's ability to listen to customers.
The content of the short story quoted by the salesman should make the customer feel a little scary and humorous. The former can make customers fear what will happen if they don't buy it, while the latter can make customers dream that they will enjoy some fun if they buy it.
When a salesman approaches a customer, it is more appropriate to quote a short story with humorous effect, which is determined by the customer's refusal attitude in the rejection stage. As for the promotion stage, it is more suitable to use short stories with horrible effects.
It's best to quote suddenly when telling a short story. This is the knack of a salesman reporting trivial matters, that is, you don't need to make a notice, just say it directly. Because when customers hear "there is such a story …", they often think that it is just a story and has nothing to do with themselves.
Tell a short story and insert it at any time. Quoting a short story is not necessarily rejected by the customer. The main purpose of quotation is to improve the customer's willingness to buy, so you can tell a story at any time and at any stage. When the customer refuses, there must be corresponding stories as a buffer, so you should prepare more short stories at ordinary times. Know how to share the joy of customers.
Sometimes you can get close to customers without any polite words. At a salesman conference, Yuan heard a super salesman tell his story:
The first time I went to a big city to sell it, I couldn't tell the difference between east, west, north and south when I left the station. He finally found the customer's shop. He is busy greeting customers, and his three-year-old son is playing on the floor alone. The little boy was so cute that we soon became friends. As soon as the client is busy with what he is doing, I quickly introduce myself. He said he hadn't bought our products for a long time. I'm not in a hurry to sell, I'm just talking about his little son. Later he said to me, "It seems that you really like my son. Come to my house for his birthday party in the evening. My home is nearby. "
I walked around the street and went to his house. Everyone was very happy, and I didn't leave until the end. Of course, I have an extra order in my hand-this is the biggest order I have ever had. I didn't try to sell anything, but I was friendly to my client's youngest son, Yuan, and established a good relationship with my client, which achieved my goal.
Of course, not everyone has the opportunity to play with the customer's youngest son, and not everyone can always know what the customer likes, but there are ways to make friends with the customer. Another quite successful salesman also told a story:
"Many years ago, when I was very young, I tried to sell products to a big manufacturer, but I never succeeded. One day, I went to his office again and he looked unhappy. Say; I'm not free now. I'm going out for lunch. I thought I couldn't play cards according to the routine, so I got the nerve to say,' Can I have dinner with you? He was a little surprised, but he still said, "All right." . '
"At dinner, I didn't say a word about sales promotion. Back in the office, he gave me a small order, which I always wanted. After that, there was a steady stream of orders. Did I do something? Actually, I didn't do anything, so I just listened to him. He said a lot, and I think that's what he likes. "
Yuan later said that it is very simple to be kind to customers, as long as you really respect him and know how to share his joy.