The Law of 250 was summed up by joe girard, a famous American salesman, in Commercial War. He believes that there are roughly 250 relatives and friends behind every customer. Winning the favor of a customer means winning the favor of 250 people; On the contrary, if you offend one customer, it means that you have offended 250 customers. This law strongly proves the true meaning of "customer is God".
Before the age of thirty-five, joe girard was a complete failure. He has a bad stutter. After doing forty jobs, he still accomplished nothing. He even worked as a thief and ran a casino. However, who can imagine that such a person who is not optimistic about anyone and is almost desperate for debt can reach the top of the world in just three years and be called "the greatest salesman in the world" by Guinness World Records. How did he do it? Learning with an open mind, persistent efforts, focusing on service and sincere sharing are the four most important keys to joe girard's success.
Joe girard is the greatest salesman in the world. He has been listed as the world's number one salesman by Guinness Book of Records for 12 years. His world car sales record: selling an average of 6 cars a day for consecutive 12 years, and no one can break it so far. At the same time, he is also the most popular speaker in the world. He passed on his valuable experience to many elites of Fortune 500 companies. Millions of people from all over the world were moved by his speech and inspired by his behavior. How did joe girard achieve such great success in the field of sales? Behind each customer, there are about 250 people standing near him:
Colleagues, neighbors, relatives and friends. If a salesman meets 50 people a week at the beginning of the year, as long as two customers are dissatisfied with his attitude, 5,000 people may be unwilling to deal with the salesman by the end of the year because of the chain effect. They know one thing: don't do business with salesmen. This is joe girard's law of 250. From this, Joe Gillard concluded that under no circumstances should you offend even a customer.
In joe girard's sales career, he kept in mind the 250 rules every day, took a business-oriented attitude, kept his emotions under control at all times, and would not neglect customers because of their difficulties, disgust for each other or bad mood. Joe girard put it well: "As long as you drive away one customer, you drive away 250 potential customers."
Everyone uses business cards, but joe girard does it differently: he delivers business cards everywhere and puts them in the bill when he pays the bill in the restaurant; On the playground, he threw a lot of his business cards into the air. Business cards are flying all over the sky, like snowflakes, floating in every corner of the playground. You may be surprised at this practice. However, joe girard believes that this helped him close the deal.
Joe girard believes that every salesman should try to let more people know what he works for and what goods he sells. In this way, when they need his goods, they will think of him. It is unusual for joe girard to throw away his business card. People will never forget this kind of thing. When people buy a car, they naturally think of the salesman who scatters business cards and the name on the business card: joe girard. At the same time, the most important point is that there may be customers where there are people. If you let them know where you are and what you sell, you may get more business opportunities.
Joe girard said: "No matter what you are selling, the most effective way is to make customers believe-really believe-that you like him and care about him." If customers have a good impression on you, your chances of closing a deal will increase. To convince customers that you like him and care about him, you must know them and collect all kinds of relevant information about them.
Joe Joe girard hit the nail on the head: "If you want to sell something to someone, you should try your best to collect information about his business ... no matter what you sell. If you are willing to spend a little time every day to get to know your customers, get ready and pave the way, then you won't worry about not having your own customers.
At the beginning of work, joe girard wrote the collected customer information on paper and stuffed it into a drawer. Later, he forgot to follow a prospective customer because he didn't organize it several times, and he began to realize the importance of establishing his own customer file. He went to the stationery store to buy a diary and a small card folder, recorded all the information originally written on the paper, and established his own customer file.
Joe girard believes that a salesman should be like a machine with the functions of a tape recorder and a computer. In the process of interacting with customers, he will record every word said by customers and master some useful materials from it.
Joe Joe girard said: "When building your own card file, you should write down all the information about customers and potential customers, their children, hobbies, education level, position, achievements, places you have been to, age, cultural background and any other information related to them. These are all useful promotional information. All these materials can help you get close to customers, and let you effectively discuss problems with customers and talk about their own topics of interest. With these materials, you know what they like and don't like, and you can make them talk, be happy and dance ... As long as you have a way to make customers feel comfortable, they won't let you down. "
Joe girard believes that people need help to promote sales. Many businesses in joe girard are the result of the help of "Hound Dog" (customers who let others buy things from him). Joe girard famously said, "Customers who bought my car will help me promote it".
After the business is completed, joe girard always gives customers a stack of business cards and a description of the hound project. The instructions tell the customer that if he introduces someone else to buy a car, he will get a reward of $25 per car after the transaction is completed. A few days later, joe girard will send a thank-you card and a stack of business cards to customers. At least once a year, he will receive a letter from joe girard with a hound plan to remind every customer that joe girard's promise is still valid. If joe girard finds out that the customer is a leader and others will listen to him, then joe girard will try harder to make a deal and try to make him a hound.
The key to implementing the hound program is to keep your promise-you must pay the customer $25. Joe girard's principle is that it is better to pay 50 people by mistake than to miss one person who should pay. 1976, the hound project brought 150 transactions to joe girard, accounting for about13 of the total transaction volume. Joe girard paid $65,438+0,400 for the hound and got a commission of $75,000.
Every product has its own flavor, and joe girard is particularly good at promoting the flavor of products. Unlike the "don't touch" approach, joe girard always tries his best to let customers "smell" the new car first. He asked the customer to sit in the cab, hold the steering wheel and touch it himself.
If the customer lives nearby, joe girard will advise him to drive home and let him show off in front of his wife, children and leaders. Customers will soon be intoxicated by the smell of new cars. According to joe girard's own experience, no customer gets into the cab and drives for a distance without buying his car. Even if you don't buy it right away, you will buy it soon. The smell of the new car has been deeply imprinted in their minds, making them unforgettable.
Joe girard believes that people like to try, touch and operate by themselves, and people are curious.
No matter what you sell, try to show your goods, remember, let customers participate in it personally. If you can attract their senses, then you can master their feelings.
Honesty is the best and only strategy in sales promotion. But absolute honesty is stupid.
Lying is allowed in sales promotion, which is the principle of "white lies" in sales promotion, and joe girard has a deep understanding of it.
Honesty is the best policy and the best strategy you can follow. But strategy is not a law or regulation, it is just a tool you use to pursue the best interests in your work. Therefore, honesty is measured.
Sometimes you have to tell the truth in the sales promotion process, one is one and the other is two. Telling the truth is often good for the salesman, especially what the salesman said, and the customer can verify it afterwards. Joe Joe girard said: "No sane person will sell a customer a six-cylinder car and tell him that the car he bought has eight cylinders. Because as long as the customer lifts the range hood and counts the distribution wires, you are dead. "
If the customer brings his wife and son to see the car, joe girard will say to the customer, "You are such a lovely child." This child may be the ugliest child ever, but if you want to make money, you must never say that. Joe girard is good at grasping the relationship between honesty and flattery. Although customers know that what joe girard said is not true, they still like to listen to flattery. A few words of praise can make the atmosphere more pleasant, non-hostile and easier to sell.
Joe girard has a famous saying: "I believe that the real start of promotion activities is after the transaction, not before." Promotion is a continuous process. Closing the deal is not only the end of this promotion, but also the beginning of the next promotion. Salespeople will continue to care about customers after the transaction, which will not only win old customers, but also attract new customers, make the business bigger and bigger, and more and more customers.
"After the transaction, we should continue to promote sales", which made joe girard regard the transaction as the beginning of promoting sales. After reaching a deal with customers, joe girard did not leave them behind, but continued to care about them and express their opinions appropriately.
Joe girard sends a card to his10,000 customers every month. Celebrate the New Year in January, commemorate Washington's birthday in February, and congratulate St. Patrick's Day in March ... Anyone who buys a car in joe girard has received a card from joe girard and remembered joe girard.
Just because joe girard didn't forget his customers, customers won't forget joe girard.
From this, we can get the following enlightenment: we must take everyone around us seriously, because there is a relatively stable huge group behind everyone. Being kind to a person is like turning on a lamp and illuminating a large area.
With the advent of the era of product homogeneity, service has become an important aspect of the success of enterprises and businesses. If the service is not good, customers will not come to the door again, and people around them will know this; With good service, customers will not only patronize again, but also introduce more people to patronize your products. Therefore, to a certain extent, the victory of service is the victory of competition.
Jiangsu Little Swan Group, which has been leading the domestic washing machine sales for a long time, has maintained the first position in the domestic sales of similar products since 1978. In addition to the quality and diversity of products, the most important thing is that it provides perfect service to customers. After many market surveys, Little Swan Group has come to an interlocking formula: serving an old customer well can affect 25 potential consumers, 8 of whom will have a desire to buy, and 1 of the 8 who have a desire will become actual buyers. Therefore, serving an old customer well will generate a new customer, and among them, 25 potential customers and 8 prospective customers will be generated continuously to communicate in turn. After seeing the importance of serving old customers, Little Swan Group put forward the slogan of "service first, sales second" and launched the famous "12345" service specification and service commitment. It is with this series of service strategies that Little Swan is today.
Now major enterprises are striving for famous brands, but the famous brand effect is based on the reputation of 5 million users. You don't have to brag about it yourself. You spend a lot of money on publicity. As long as you do a good job, customers will naturally accumulate. If you only focus on developing the market without consolidating old customers, you will lose your foundation and eventually become a loner.