a salesman should have a pair of "business eyes" and be able to find business opportunities from common phenomena, which is what distinguishes a salesman from others.

A salesman of a carpet factory found a lot of wallpaper on the roof of the car on his business trip. He immediately thought that where so much wallpaper was needed, a lot of carpets were definitely needed. When he asked, he knew that a new hotel had been built somewhere in Shanxi, so he diverted to Shanxi and signed a contract worth several hundred thousand yuan.

know your customers

sales promotion is a job of dealing with people. to win business, you must first win the favor of customers; Sales experts are good at grasping customer psychology, starting with communicating customer feelings, and building the road to successful sales promotion.

In a city, tens of thousands of square meters of carpets are needed for a building with more than ten floors. This is a business worth several hundred thousand yuan. Dozens of carpet factories all over the country are eyeing this fat meat and have sent people to promote it. A salesman knocked on the customer's door with a gift. Unexpectedly, when an old man opened the door and saw what he was holding, he turned him away. The salesman is puzzled. The next day, he learned that the stubborn old man was an "old revolution", with integrity and clean hands, and hated unhealthy trends in society. He is a good teacher and often teaches young people "how to take the road of revolution". After learning these things, the salesman went to visit the customers again, of course, he didn't forget that he should be empty-handed. After meeting the customer, I said, I'm a young man who just joined the work. I don't know how to deal with many difficulties in my work and life. You are an old-timer and an old revolutionary with rich experience. I'm here to ask you today. The words made the old man very happy, so he asked the salesman to sit down, and then "talked bitterly about the history of revolutionaries" and told his glorious history of going through five customs and fighting against six generals. The old man Kan Kan talked, and the salesman was all ears. "When it comes to speculation, it will be deep", and the two became friends. The final result is self-evident. "If you can do what you like, you will master him", which is a wise saying for a salesman to win the favor of customers.

Using video skillfully to promote sales

Director Zheng always takes a video recorder and some videos when he goes out to contact business. Everywhere, Director Zheng found the user, and after a few pleasantries, he took out the video recorder and said, "Our introduction is not detailed and intuitive enough. Please look at the feature films and on-site construction videos we made!" After the video was released, Director Zheng handed over several photo albums that recorded the results of the place. In addition, Director Zheng has a "small gift" for customers, that is, a notebook manual printed by them. It has a general introduction of the whole department, and records 24 provincial and ministerial awards won by the department since 1986. Director Zheng's sales promotion activities have a taste of promotion at different levels. The time is not long and there are not many words, but the customers are deeply impressed by the mechanical and electrical installation office.

once, director Zheng learned that a certain place in Jiangsu was going to invest and build a mine in Anhui, and immediately drove to the door. The other leader told him that many construction units had contacted him. Director Zheng said with a smile: "Let's make friends first if we can't make a deal, so let's get to know each other first!" After that, I played the video to the other party. After watching the video, the other leader repeatedly praised "strong strength and excellent technology; Many building units can't compete with you! " He also said that in the future, there will be large-scale construction and installation tasks, and their electromechanical installation will be considered first.

Promotion needs strategy

Jiang Shulin, the sales director of Harbin Bearing Factory, said: "The annual national order fair is also a" wits' meeting "for salespeople in a sense." He explained: "There are hundreds of peers in the country. If you don't use your brains to compete for users, good goods will rot in your hands."

at a national order fair, tens of thousands of manufacturers and users came and lived in scattered places. Faced with this situation, many manufacturers are at a loss and have to wait for guests. Jiang Shulin, on the other hand, rented a van, traveled all over the hotels and guesthouses, and asked the announcer there to broadcast "Harbin" products when the delegation lived and took the shuttle bus from customers every day. As a result, "Harbin" came home with a full load in a few days.

A few years ago, bearings were unsalable, and some small bearing factories took advantage of giving gifts. Manufacturers in the south wore watches, manufacturers in the north brought furs, and manufacturers in the northwest brought blankets, openly shouting, "If you order more, it will be good."

Jiang Shulin is in no hurry. We can't do this, but we can't be stumped by them. He invited the delegates to announce the "policy". Now the market is changeable, so let's take a long-term view. Which user has signed a long-term supply contract with our powerful Harbin bearing factory, and more than 2, bearing varieties in our factory are given priority; In particular, if the annual order is more than 5, yuan, we will meet all short-term high-quality products from our factory. In this way, the big family was attracted.

bearing p>24 is the exclusive "specialty" product of Harbin Axle, which can not be separated from machine tools and conveyors. In the past, the annual output was 4.5 million sets. At Jiang Shulin's suggestion, the factory only produced 2 million sets, just enough for customers. Jiang Shulin's truth is that "this will' fix' some users of' 24', and then we will take time and energy to develop new products, compete with the same industry for new markets, or seize their markets."

Enthusiasm touches customers' hearts

Wang Xiuying is an excellent saleswoman. When she first became a salesman, she went to Wuhan to promote the leading product of our factory: switch board, which is needed by all supply and marketing units. A stranger, she crustily skin of head and walked into the power supply bureau. The supply and marketing section chief she met was just as serious as a bodhisattva in a temple. Despite Wang Xiuying's enthusiastic words, he just ignored him. Wang Xiuying was patient, took out samples and drawings, and explained in detail the special structure and unique functions of various types of switchboards. Gradually, the expressionless supply and marketing chief was attracted. He finally got excited and said, "OK, I have more than 7 units here that need to buy this product urgently. This is the ordering information. Take it and contact us at home." With the success of the flag, she quickly signed an order contract of more than 1 million yuan with some power supply units.

After the contract was signed, Wang Xiuying went to the person in charge of these units and said, "Send someone to our factory! We are responsible for teaching how to use and repair. Otherwise, if something goes wrong in the future, it will stop working. Are you optimistic? " Those leaders thought this was the reason, and some took engineers or electricians with them. When outsiders arrived in Kai Guanchang, Liuzhou, Wang Xiuying personally received them, and managed to eat, drink and live. Wang Xiuying's enthusiasm won the customers.

The company you serve can improve its profits from the following three aspects:

1) Salespeople sell more products

2) Constantly reduce product manufacturing costs and other operating costs, including marketing costs

3) Make the same products sell at higher prices with excellent negotiation skills.

Obviously, successful negotiation is a more convenient way to improve the company's profits than the first and second points, but unfortunately, most enterprises and salespeople I have observed seem to be interested in the annual sales growth rate or expanding market share, and salespeople are often defeated in negotiations involving prices due to lack of training in negotiation skills and inability to identify the "negotiation means and tricks" used by customers.

In fact, there are quite a few books and various training courses on negotiation skills or strategies in the market, ranging from "how to start negotiation, mid-term negotiation strategy and late-stage negotiation strategy" to "how to adapt to buyers with different negotiation strategies according to their personality characteristics", but most grass-roots salespeople may still need simple, understandable and practical negotiation methods. The following are eight negotiation skills that salespeople should learn most when I train them in negotiation skills. In fact, these negotiation skills are very basic.

First: Know Your Negotiator

The more you know your negotiator, the better your chances of winning in the negotiation. The reason may be simple, but how do you get the opponent information you want? In fact, salesmen can collect a lot of useful information by talking to customers and asking questions.

1) where did you ask?

if you ask questions in the office of the buyer's company, that's the last place where you can get information. If you can invite the buyer out for dinner, tea or golf, he will tell you a lot of information that he doesn't want to tell you in the office. 2) Who will tell you?

in addition to asking the buyer questions directly, you may be able to contact the lower-ranking staff in the buyer's company; You can also go through your peers who have already done business with them. Maybe you will say, who will tell you the truth, but it won't hurt you to try?

3) if the customer is unwilling to answer, how can I ask?

Don't be afraid to ask questions, even if you think he won't answer, even if you think you already know the answer, because things are often beyond your imagination. Again, as long as the other party is not unhappy, what's the harm in asking.

second: the asking price must be higher than the actual price

Maybe you think this problem is very elementary, but there are really many salespeople who are afraid of asking for a high price. They are afraid of being eliminated in the first round of negotiations and losing the opportunity forever. If you are afraid of asking for a high price, read the following reasons:

1) Leave some room for negotiation. You can reduce the price, but you can't increase the price.

2) You may get this price by luck (it is less and less possible in an information-developed society, but there is no harm in trying)

3) This will enhance the value of your product or service (especially for unprofessional customers)

Unless you know your negotiating partner well, asking a high price is definitely the safest choice if you can't know more about your negotiating partner.

Third: Never accept the first offer or counter-offer from the other party

Reason 1) Please review the second sales skill in this article.

Reason 2) Accepting the buyer's counter-offer easily caused him to have the following doubts: "Is the bottom line of the price not reached?"

I believe this scene has been repeated too many times. "A customer who has been following a big order for several months suddenly called you and asked you to come to the company to discuss the contract immediately. You came to the other office building excitedly, and the seller told you that there were three suppliers competing, but in fact we didn't have time to negotiate the price with you. Today, the board of directors. The salesperson was eager to win and accepted the other side's conditions, but things did not develop in the direction that the salesperson imagined. The seller seemed to forget the signing of the contract. "

the best strategy for not accepting the first bid is to use a dummy superior leader as a cover. "No matter what the buyer's counter-offer is, I can't accept it. I have to ask the leader."

Fourth: Never give in unless the exchange is made

Some guilty salespeople often make the mistake that they can't wait to lower the price to show their friendliness to customers.

don't give in voluntarily at any time.

even if the other party asks for a small concession, you should ask for some exchange terms.

reason 1) you may be rewarded. Www.qikan.com.cnjzuaccmwmdyx3llr

Reason 2) can stop the other party's endless demands. Www.qikan.com.cnjzuaccmwdyx3 LLR

Fifth: Concession Skills

1) Don't make equal concessions (psychologically suggesting that the buyer's concessions may be endless)

2) Don't make the last big concession (the buyer thinks: you are insincere)

3) Don't just ask for your final firm price. ("Is it the price bottom line that has not been reached?")

4) The correct concession method: gradually narrow the concession range, suggesting that you have done your best. Www.qikan.com.cnjzuaccmwmdyX3LLR

Sixth: Virtual superior leader

The salesman said to the sales manager, "Please give me greater price authority, and I can definitely do a good business."

The buyer smiles and says to you, "I guess you are the one who has the right to finally decide the price, aren't you?" You're still proud. Www.qikan.com.cnjzuaccmwmdyX3LLR

A salesperson who thinks of himself as a decision-maker puts himself at a disadvantage. Www.qikan.com.cnjzuaccmwmdyX3LLR

Smart negotiators do not give in, but leave room for themselves, and push harsh demands on dummy leaders to gain room for manoeuvre. Www.qikan.com.cnjzuaccmwmdyX3LLR

Don't let the buyer know that you want the leader to make the final decision (who will waste time talking to you)

Your leader should be a vague entity, not a specific individual. (to avoid the buyer from skipping you and looking for your leader)

Seventh: A diversion

Before the negotiation, list a long list of requirements to the other party, such as price/payment terms/minimum order quantity/delivery time/packaging, etc. It seems that you care about these issues and requirements very much, insist on the conditions you insist on, and only make concessions to the unimportant conditions to increase the satisfaction of the other party.

Eighth: the strategy of going back on our word

Your final offer to the customer is already your bottom line, but the buyer is still asking you to make a soft decision and reduce it by two points. The next day, your boss took you to the buyer's office and said to the buyer, "I'm very sorry, our salesman is inexperienced, and the previous quotation was miscalculated. Because the transportation cost was not recorded, the normal quotation should be increased by 3 points." The buyer flew into a rage and called you disreputable, but in the end the business was done, with the previous final offer. It is of course impossible to raise three points, but the buyer will no longer lower two points.

Going back on our word is a kind of gambling, and it is only used when the buyer is soft on you.

There is a strange field where the so-called truth is no longer fascinating; The so-called persistence is no longer valuable. "What people say and what songs to sing on what mountains" is the most basic survival rule here. The survival instinct here is called "improvisation", and this strange field is called "sales promotion".

in case 1 bookstore, a young couple wanted to buy some encyclopedia books for their children, and the salesman came to talk with them. The following is an excerpt from the conversation at that time.

customer: what are the features of this encyclopedia?

Salesman: You see, the binding of this set of books is first-class. The whole set is bound with this kind of genuine leather cover and bronzing words. It is very beautiful on your bookshelf.

customer: what's in it?

salesman: the contents of this book are arranged in alphabetical order, which makes it easy to find information. Every picture is beautiful and realistic, such as this one, how beautiful.

Customer: I can see that, but what I want to know is ... Salesman: I know what you want to say! The contents of this book are all-inclusive. With this set of books, it is like having an atlas with detailed topographic maps. This will certainly be useful to you.

customer: I bought it for my child to learn something from now on.

salesman: oh, I see. This book is very suitable for children. It has a glass door book box with a lock, so that your child won't get it dirty. The small book box comes with the book. May I bill you?

(The salesman pretends to pack the books and bill the customers for shipment. ) Customer: Oh, I'll think about it. Can you leave some part of it, such as literature, so that we can know something about it?

sales promotion