1. Rule 250: Never offend customers.
Behind every customer, there are about 250 people close to 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.
Is this Joe? Girard's law of 250. From this, Joe came to the conclusion that under any circumstances, even customers should not be offended.
During Joe's sales promotion career, he kept in mind the 250 rules every day, took a business-oriented attitude, always controlled his emotions, and would not neglect customers because of their difficulties, disgust for each other, or bad mood. Joe put it well: "If you drive away one customer, you drive away 250 potential customers."
Second, business cards are flying all over the sky: sold to everyone.
Everyone uses business cards, but Joe does it differently: he sends 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. But Joe believes that this helped him reach a deal.
Joe thinks that every salesman should try to let more people know what he does and what goods he sells. In this way, when they need his goods, they will think of him. It is unusual for Joe to throw away his business card. People will never forget such a 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 some people have customers. If you let them know where you are and what you sell, you may get more business opportunities.
Third, establish customer files: learn more about customers.
Joe said, "No matter what you sell, 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 pointedly pointed out, "If you want to sell something to someone, you should try your best to collect information about his business ... whatever 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 first, Joe 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 thinks 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 all the useful information said by customers and master some useful materials from it.
Joe said: "When building your own card file, you should write down all the information about customers and potential customers, their children, hobbies, education, position, achievements, places you have been, 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 will know what they like and don't like, and you can make them talk, be cheerful and dance ... As long as you can make customers feel comfortable, they won't let you down. "
Fourth, the hound plan: let customers help you find customers.
Joe thinks you need others' help in sales promotion. Many of Joe's businesses are the result of the help of "hounds" (customers who let others buy things from him). Joe's famous saying is "the customer who bought my car will help me sell it."
After the business is completed, Joe 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 $25 per car after the transaction.
A few days later, Joe will send a thank-you card and a stack of business cards to customers. At least every year, he receives a letter from Joe with the hound plan, reminding him that Joe's promise is still valid. If Joe finds out that the customer is a * * * thing and others will listen to him, then Joe will work harder to make this deal and try to make it a hound. The key to implementing the hound program is to keep your promise-you must pay the customer $25. Joe's principle is: I'd rather pay 50 people by mistake than miss one who should pay. Joe benefited a lot from the hound program.
1976, the hound program brought Joe 150 transactions, accounting for about one third of the total transaction amount. Joe paid $65,438+0,400 for the hound and got a commission of $75,000.
5. Improve the taste of products: make products attract customers.
Every product has its own flavor, Joe? Gillard is especially good at selling the taste of products. Unlike the "don't touch" method, Joe always tries his best to let customers "smell" the new car first when contacting customers. He asked the customer to sit in the cab, hold the steering wheel and touch it himself.
If the client lives nearby, Joe will also persuade 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's own experience, no customer will not buy his car if he gets into the cab and drives a distance. 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 thinks 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.
6. Honesty: the best strategy for promotion
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 knows it well.
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 said, "No sane person will sell a customer a six-cylinder car and tell him that the car he bought has eight cylinders. As soon as the customer turns on the range hood and counts the distribution wires, you will die. "
If the customer brings his wife and son to see the car, Joe 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 is good at grasping the relationship between honesty and flattery. Although the client knows that what Joe said is not true, he still likes to listen to flattery. A few words of praise can make the atmosphere more pleasant, non-hostile and easier to sell.
Sometimes Joe even tells a little lie. Joe once saw a salesman lose his business for no reason, because he told the truth to his customers and refused to tell a little lie. The customer asked the salesman how much his old car could be converted into, and a salesman said rudely, "This kind of broken car." Joe would never do that. He will tell a little lie and tell customers that a car can drive 654.38+0.2 million kilometers, and his driving skills are really superior. These words make customers happy and win their favor.
Seven, a card a month: the real sales start from after-sales.
Joe has a famous saying: "I believe that the promotion really begins 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.
The concept of "continuing to promote sales after the transaction" made Joe regard the transaction as the beginning of promotion. After reaching a deal with customers, Joe didn't leave them behind, but continued to care about them and express their opinions appropriately.
Joe sends cards to his 10000 customers every month. Celebrate the New Year in January, celebrate Washington's birthday in February, and celebrate St. Patrick's Day in March ... Anyone who buys a car at Joe's has received Joe's greeting card and remembered Joe.
It is precisely because Joe has not forgotten his customers that customers will not forget Joe? Girard.
Feeling:
Joe girard, who loves his career deeply, believes that the starting point of success is to love his career first. No matter what occupation you do, there must be people in the world who hate you and your occupation. That's someone else's problem. "Even if you dig ditches, what does it matter to others if you like it?"
He once asked a depressed patient what he did, and the man said he was a salesman. Joe girard told each other: How can a salesman be in your state? If you are a doctor, your patients will kill you because your condition is very bad.
He was also asked about his occupation. After hearing the answer, the other party dismissed it: Do you sell cars? But joe girard ignored this point: I am a salesman and I love my job.
Former first lady Eleanor of the United States? Roosevelt once said, "No one can make you feel ashamed without your consent." Joe girard thinks this is especially true in sales promotion. If you think you are inferior, then you are really inferior in the eyes of others.
Work brings health and wealth. Joe girard believes that it can make you move up step by step. The world average record is to sell seven cars a week, while joe girard can sell six cars a day.
Once he sold a car to a man in less than 20 minutes. The other party told him: actually, I work here. Just to know the secret of your sales. Joe girard returned the deposit to the other party. He said he had no secrets. If you have to tell a secret, it is "if my status can go deep into your life, you will benefit endlessly."
He thinks it's best to stay in a profession. Because all jobs will have problems, tomorrow will not be much better than today, but if you change jobs frequently, the situation will get worse. He emphasized that only one thing can be done at a time. Take a tree for example, it will give you a reward from planting to careful care until it grows up slowly. The longer you stay there, the bigger the tree will be and the more rewards you will get.
Joe smiled and said, there are two great forces. First, listen; The second is to smile.
"Listen, listen to the longer, the closer the other party will be to you. I noticed some salesmen chattering. Why did God give us two ears and one mouth? I think it means let's listen more and talk less!
Joe girard said that some people have something worth $ 100, but they can't even sell $100. Why? Did you see his face? To sell yourself, facial expression is very important: you can keep people away and make strangers friends immediately.
Laughter can increase your face value. Joe Gillard explained his infectious and rich smile like this: It takes nine muscles to frown, but it takes not only your mouth and eyes, but also your arms and whole body to smile.
"When you laugh, the whole world is laughing. No one wants to pay attention to you with a sad face. " He said, from today until the last moment of your life, smile with your heart.
"There are 6 billion people in the world. If we all find two weapons: listening and smiling, people will be closer. "
Let the fire of faith burn. "In my life, there has never been a' no', and neither should you." "No" means "maybe" and "maybe" means "yes". I won't give my time to others. So, believe in yourself, you will sell and you will do.
"If you think you can do it yourself, you must repeat it to yourself every day."
"What you think is what you think, and what you think will come true. These are very important self-affirmation. Impossible, if you remove im, it is possible. Have the courage to try, and then you will find that you will be surprised at what you can do. "
Joe girard said that everyone should believe: Joe? What Gillard can do, so can you. I'm no better than you. And the reason why I do this is to devote myself to concentration and enthusiasm.
The average salesperson will say that he doesn't look like a shopper. But who can tell us what the buyer looks like? Joe girard said that every time someone passed by his office, he shouted inside: Come in!
"I smiled at him: my money is in your pocket."
He said, if you think you can do it, you must do it. Repeat to yourself every day. Have the courage to try, and then you will find that you will be surprised at what you can do.
Before the age of 35, joe girard experienced many failures. I remember that all my friends abandoned him after that disastrous failure. But joe girard said: It doesn't matter, the person who laughs last is the best.
He looked at a high mountain-that was his goal-and said, I will definitely make a comeback. He is staring at the top of the mountain-there are so many hills beside him that he won't look at it at all.
Three years later, he became the greatest salesman in the world, "because I believe I can do it".
The message of love is the only trick. Joe girard said: Is there anyone who doesn't believe: How did I make up such a story? I want to open your mind and heart. Let you know that you can do what I can, and I'm not much better than you.
Joe girard said confidently, I bet that if you buy a car from me, you will never forget me until you die, because you are mine!
"I have some tips for selling cars. Is to create a system file for all customers. I issue 16000 cards every month. As long as I have contact with them, I will let them know that I remember them whether I buy a car or not. My card has only one meaning: love. Among the Fortune 500 companies, many big companies are using this customer service system I created. "
"My card is different from spam. They are full of love. I send a message of love every day. "
"One thing is very important. Everyone should promise themselves that the flame of enthusiasm will never go out, unlike some people who have ups and downs. " Joe said.
You are the only one who must associate with the winner and aim at being the first. Joe girard adheres to this principle. His clothes usually wear a gold "1". Someone asked him: Because you are the greatest salesman in the world? The answer he gave was no, he said, I am the greatest in my life! There is no one like me. After God created you, he destroyed the mold. This is your sign. Even without fingerprints, you can be recognized among many people: your voice is unique, and you can be found by voiceprints; Your breathing is different from others ... don't feel sorry for yourself: dig a hole and go in and say "poor me"!
"When you see a good person, you must tap his excellent qualities and transplant them to yourself."
A doctor told Joe? Girard, everyone has 10,000 engines in their bodies. Joe? There is a sentence on the outermost door of Gillard's house: start all engines.
He leaves home like this every day: he observes all the details of himself to see if he will buy his own account. Everything is ready, put your hand on the doorknob, open the door and rush out like a leopard. Joe girard believes that selling cars, personality is more important than goods. A successful car dealer must have a love that respects ordinary people. His love is reflected in his every little behavior. At noon one day, a woman walked into Gillard's car showroom from the Ford dealership opposite. She said that she really wanted to buy a white Ford car, just like the one her cousin drove, but the dealer in the Ford car shop asked her to go in an hour, so she came here first. "Madam, welcome to see my car." Gillard said with a smile. The woman told him excitedly, "Today is my 55th birthday, and I want to buy myself a white Ford as a birthday present." "Happy birthday, madam!" Gillard warmly congratulates. Later, he whispered a few words to his assistant.
Gillard led his wife slowly through the new car, watching and introducing. When he came to a Chevy, he said, "Madam, you have a soft spot for white. Look at these two cars, they are also white. "
Just then, the assistant came in and handed Gillard a bunch of roses. He gave this beautiful bunch of flowers to his wife and congratulated her on her birthday again. The lady was moved to tears and said with great excitement, "Thank you very much, sir. No one has given me a gift for a long time. The salesman of Ford Company just saw that I was driving an old car. He must think I can't afford a new one, so when I asked to see the car, he refused to go out to collect money, so I had to wait for him at your place. Now that I think about it, I don't need to buy a Ford. "
Later, the woman bought a white Chevrolet from Gillard.
It is these small behaviors that have created unprecedented profits for Gillard and made his marketing a brilliant success.
The meaning of selling is that you are not selling goods, but selling yourself. Joe girard.