Recently, there was an advertisement for learning English: a foreigner asked for directions and said:

Middle school students immediately think of "How to get to taipei main station" to cope with the grammar they have learned, and then they can't say a word after seven thoughts! Did you have the same experience when you were studying sales? I had the same experience in learning English conversation before. Later, I had the opportunity to meet foreigners in the English department in my life. From picking up the plane for dinner to discussing the details of cooperation, word by word is squeezed out and the dialogue is spoken sentence by sentence. Sometimes in order to express a sentence, I look up the words in the dictionary in advance, and then recite the whole sentence, and my English coping ability is gradually accumulated. Now I understand that if you want to get through English conversation skills with grammar, you just want to catch a fish from a tree. English conversation ability is accumulated sentence by sentence. When the sentences accumulate to a certain extent, the change ball will develop on its own, and it will naturally say sentences that have not been recited in the dialogue, and it is also very proud of its on-the-spot reaction ability.

The same is true of learning sales, and the language of sales is also recited sentence by sentence. Some people say:

"Reciting a speech is not so troublesome, just like reciting a speech, it will become blunt and unconvincing." I think he may be a born salesman, or he may have been dealing with sales conversations with his general speaking habits. In fact, the dialogue of professional sales promotion is definitely different from that of general chat. Marketing is also a service industry. Let's look at the elevator service lady in the department store. She bowed and motioned:

"Please!" That action is very professional and feels respected, but you can't show that feeling with ordinary people's actions, can you?

1. Promotion should start with building relationships. We often hear that sales promotion starts with building relationships, but no one tells me how to build relationships quickly. In the visual promotion method, we introduced the identification method and the praise method. As long as you are familiar with these two grammars, interpersonal relationships can be established quickly. For example, a colleague is in hospital. At 9: 40 that night, a 74-year-old chairman happened to go to see a doctor. As soon as I saw him, I praised him:

"Mr! You are really not simple! It's so late, you're still in high spirits. How do you keep healthy? " As a result, he spoke for 40 minutes, and finally let us call him the next day. He wants to introduce customers to us. He is also past the age of insurance. You see, this is the charm of praise.

2. Rejection is the beginning of sales promotion. We often say that rejection is the beginning of sales promotion, so many people misunderstand its meaning, deliberately create a customer's rejection, and then counter it. Of course, the ending is counterproductive. Others think that

"Rejection is the beginning of sales promotion" is actually encouraging salesmen, which has nothing to do with actual sales promotion. However, in the intuitive marketing method, we have already introduced how to turn objections into buying points. Objection is rejection, and turning into a point of purchase becomes a promotion. take for example

"Learning is difficult!"

"Learning is really difficult. I have to go to class during the day and do my homework at night. "

"Exactly!"

"You know, actually being a mother is also very hard. I have to work during the day and take care of you at night! Right? "

"Yes!"

"So life is hard, you learn to suffer now, and you will not be afraid of suffering in the future. If you avoid suffering now, it will be even harder to encounter it in the future, don't you think? " [Description] This is to change the objection point into the purchase point, and' fear of hardship' is the objection point, so' practice hardship now' becomes the purchase point.

We often hear people say:

"Promotion should be based on retreat!" Because the salesman's purpose is to sell, it is inevitable to keep selling, but it will arouse customers' disgust and think that your mouth is full of business. So in the visual marketing method, we will introduce

For example, "dispel doubts"

"In fact, you should do what you can to buy insurance, because buying insurance means buying peace of mind. If you buy anxiety, it will be counterproductive, don't you think? "

"It doesn't matter! Such a big thing must be considered more! There are several parts you should consider ... "So if the sales promotion principle does not continue to develop into speech, it is really a very painful lesson for beginners who have just stepped into marketing work.

4. Personality is the dead end of speech. Earlier, when talking about the elevator service lady in the department store, someone said:

"I can't do that kind of work! When you see people, you have to squat, no dignity! " Yes! Because you have personality, your personality, so you are not suitable for the service industry! Business pays attention to softness, but personality is the biggest obstacle to softness.

"People don't, you still keep saying. What a shame! "

"It's so unreasonable to say that he is unreasonable and apologize to him!" These are the main factors that prevent you from becoming a professional salesman. Because you have personality, there are some things you can't say and some things you want to say. If you are a gentle salesman, you may often say:

"It doesn't matter! Take your time, don't worry, I can come again next time! " If your personality is urgent and aggressive, you will often say:

"all right! It's decided in this way, buy a can and try it first! "

"all right! That's it. If it's convenient, you can write a check first! " These three sentences are all used in professional sales promotion, but when to use which one is different, but because of personality reasons, we may all say the same thing at different times, right?

5. Speech is from outside to inside, from speech to speech. A business executive came to complain to me:

"Why don't they believe me when I talk to them the way you taught me?"

"No, I know you have been teaching your subordinates by heart. Maybe they misunderstood you! " I comforted her. I know what the problem is. She has been using words: for example, if she says a compliment, others will immediately respond that she is saying it, so she is a little dismissive. Because she only talks with her mouth, of course, she will feel insincere if she has different hearts. But this is the process of learning Chinese. Didn't you start learning English without saying a word? My experience is: When I say "Miss Chen! You are really not simple! " Then I have to be honest. He is not simple. If I can't say it, then I'm a fool, so no matter how painful it is, I have to find out the advantages of each other. Over time, I have formed the habit of looking at each other's advantages, and of course I have also formed the habit of looking at my own advantages, and my self-confidence and interpersonal skills have also been established. This is a learning process from the outside to the inside. In business, language is more important. It can be said that every link is inseparable from the mouth, and every transaction is no less than a diplomatic activity. Purchasing needs to convince the seller, selling needs to convince the buyer, bargaining needs to win benefits, and cooperation between two or more parties needs negotiation. Is it a good strategy to apply for a job or give advice to the boss? These all need to open your mouth to "say". Without language, there is no certain language art, so the profession of businessman is mostly a lip service. Some people analyze that the word "Shang" is the door that "eight mouths" knocked on. Although it is a bit far-fetched, it can't be said that it doesn't make any sense. So some people say that "a good mouth is not as good as a good arm and a good leg". That is, in some cases,

"Good mouth" can create more value than "good arms and good legs".

It's really not easy to learn the language art of shopping malls. It's like everyone drinking on the wine table. Some people say I can't drink. It's actually wrong. Anyone can drink it. It's just a matter of whether you can tolerate drinking more and drinking less. Some people say I can't talk. That's not right, except for dumb people with language barriers. It's just the occasion, opportunity, object and art you said, whether you can achieve the purpose of speaking. So we say that shopping mall language is a comprehensive art.

As the saying goes: a good word warms three winters, and a bad word hurts more than one. Some people get many opportunities for career development and promotion because they are good at rhetoric. When you talk to others, you should make a good impression on them and get the opportunities, fame and profits you want. Don't think this is a joke. Your speech art will greatly affect your life, because a person's ability is often shown in his speech. If you can't speak, your know-how is often unknown, and you may lose your job.

1. Communicate and listen. Communication and listening are important links in sales. Only by communicating with customers can we understand their needs and objections, and then by listening to this detail can we accurately grasp the customer's psychology, find the breakthrough point and successfully achieve sales. As an excellent shopping guide, you should not only have the ability to speak, but also pay attention to the ability to listen.

2. mentality. The mentality that a salesman should have: love, patience, responsibility, normality and self-confidence. Shopping guide must be caring in terminal sales, treat customers as friends, and then explain patiently and meticulously. In the process of sales explanation, your sales mentality should not be too urgent. If your sales consciousness is too strong and your ambition is too big, it is easy to make the other party defensive, and it is hard to believe you. Therefore, in the sales process, sales must be diluted in the early stage and realized in the later stage. This sentence sounds contradictory, but it is true. As long as you regard the customer as a friend, stand in his perspective, hold a sincere heart, help him understand the importance of the product to him, discuss it with him, and make suggestions for him, he will recognize your product.

3.PMP principle-praise. Praise is also exquisite. Although everyone has vanity and is willing to hear others praise his language, not everyone will unconditionally like all the compliments to himself. If "flattery" is not done properly, it will not only fail to achieve the expected purpose, but will arouse the resentment of the other party. For example, in the face of a customer who looks ordinary or even a little ugly, you must praise how beautiful she is. Such flattery will not only get no effect, but will make her mistakenly think that you are hurting her. The best way is to choose what the other person loves and is most proud of. Such praise will not make the other person angry no matter how excessive it is. To know that everyone has something worthy of your admiration, you just need to dig it out and praise it sincerely, and you will benefit a lot.

4. Give an example. Many people have herd mentality, and he is willing to listen to others' comments on the effect after purchase and use. Give more examples of buying in sales, and the effect is very good. This is also called conformity method. This method is much better than saying 10 how good the function of your product is. For example, a customer came today. After you introduced him to the function of the product and the use of his children, his English score would be improved, but he still hesitated. For example, Ms. Wang, who came yesterday, works in a bank. I heard that my colleague's child used a good memory, which not only stimulated her interest in learning English, but also greatly improved her English performance. She came sixth in the class in this exam and couldn't wait to buy it for her children. In fact, there are many methods in sales that we can adopt according to different customers, such as direct trading, hypothetical trading, herding trading, cake painting trading and so on.

5. Make good use of body language. When we communicate with customers face to face, we must pay attention to these three points: speech, voice and your body language. After years of research by behavioral scientists. In face-to-face communication with people, the proportion of these three points is 7% in speech, 38% in pronunciation and 55% in body language. You know, customers will only spend 1 minute explaining it to you. As a shopping guide, you should convey what you want to say to him within this minute. The key is to use your body language well, so that the other person feels that what you say is very consistent with what you think. Never ignore your body language.

6. Say less the word "we". Terminal shopping guides should never talk about our products and our memorable stars, because the word "we" can easily make customers feel right, and he will think that you are selling your products, not helping him, or conveying good information to him, and he will be defensive. Therefore, the shopping guide must stand on the customer's point of view, talk with him sincerely, and discuss with him how the product is and what effect it will achieve after use. Only a caring shopping guide can be anxious about the customer's anxiety and think about the customer's thoughts in the promotion process, which is the key to the success of the promotion.

7. Help customers make up their minds. Some terminal shopping guides like to "flirt" in sales. The customer has sent a message to buy the product, but he is still talking about how good the product is. For example, this customer said that my children's English scores can really be improved after using the good memory star. He has sent out the purchase information, just to hear the affirmation of the shopping guide and then give him a bill to help him choose one. However, some shopping guides often talk about the effect of keeping good memory stars after saying yes, which can improve children's English scores and ignore the information customers want to buy, so they miss the opportunity to help customers make up their minds.

Let's look at a few examples first.

Example 1: member benefits of the resort: the membership fee is 300,000 yuan, which will be refunded without interest in 15 years.

"Chen! You are equal to enjoying the facilities of the resort with interest! "

"Chen! You are equal to a little interest in exchange for a lifetime of health! "

"Chen! You have enjoyed a lifetime of health and saved your pension money. " Which of these three sentences do you think is the most convincing (the third sentence)

Example 2: Refund the premium paid at the time of death. Suppose one million guarantees, 20-year payment, and annual premium 10000 yuan.

"Chen! The death is fixed, one million plus the premium paid is up to 200,000! "

"Chen! When you die, the insurance company will refund all the premiums you paid in addition to the one million insurance money! It is equal to buying insurance with interest. "

"Chen! When you die, the insurance company will refund all the premiums you paid in addition to the one million insurance money! It is equivalent to buying insurance with interest, which is much more cost-effective than having a bank! " Which of these three sentences do you think is the most convincing (the third sentence)

Example 3: 1 100,000 lifetime guarantee, 20-year payment, 30 years old1100,000, 3 1 year old 1.06 million.

"Chen! If you wait until next year to buy, the premium will be more expensive! "

"Chen! If you wait until next year to buy, the one-year premium will rise by 600 yuan! "

"Chen! If we wait until next year, the annual premium will go up by 600 yuan! In twenty years, * * * has increased by 12000 yuan, which is equivalent to paying an extra year and two months of premium. " Which of these three sentences do you think is the most convincing (the third sentence)

Example 4: The car price is 500,000 yuan, and the interest discount for the 24-phase loan is only 8,000 yuan.

"Mr. Chen, the car price is 500,000, the 24-phase loan, and the interest discount is only 8,000!"

"Mr. Chen's car price is 500,000 yuan, and the interest discount is only 8,000 yuan, which is about 3.5% annualized."

"Mr. Chen, the price of this car is 508,000, 24 interest-free loans!" Which of these three sentences do you think is the most convincing (the third sentence)

From these examples, we can see that the same words, if spoken in different ways, will have different effects and naturally have different persuasiveness to customers. A good salesman is often a master of language art, so how can we master a more artistic language and make our language more appealing?

—— Quoted from the Marketing Encyclopedia of Yanbian People's Publishing House.