“If you don’t succeed in buying and selling, you won’t be able to say anything, and once you say it, you will sell it.” The key to sales is persuasion. To arouse customers' interest and stimulate their desire to buy, salesmen must pay attention to the art of speaking. During the training, it was discovered that a common mistake made by some salesmen is that their product introductions are monotonous, blunt, abstract, and have no motivational effect, and customers have no reaction after listening to them. To make product introductions attractive and powerful, salesmen must pay attention to artistry.

1. Tell stories. Introducing products through stories is one of the best ways to persuade customers. Through stories, salesmen make the information they want to convey to customers interesting, so that customers can accept the information happily and develop a strong interest in the product. Since stories tend to be novel and unique, they can leave a deep impression on customers. A salesman has a real advantage when he can leave a deep, clear impression of his product in the customer's mind.

Paul Meyer, the host of "Success Motivation Research" in New York, USA, conducted a lot of research and found that excellent salesmen will cleverly use people's interest in listening to stories to please customers. They will tell stories about sales with relish.

Any product has its fascinating and interesting topics: how was it invented? The invention process, how it is produced, the benefits the product brings to customers, etc. The salesman selects vivid and interesting parts, weaves them into a moving story that makes people applaud, and uses this story as a sales weapon. Paul Meyer said: "Using this method, you can cater to customers, attract their attention, generate confidence and interest in customers, and then achieve the purpose of sales without any difficulty."

A When the salesman of Magang Steel Factory heard Yike asking "How is the quality of your products?", he did not answer the customer directly, but told the customer a story: "The year before last, our factory received a complaint letter from a customer, reflecting product quality problems. . The factory director ordered all the factory workers to travel to the customer's unit a hundred kilometers away at their own expense. When all the factory workers came to the customer's site and saw the losses caused to the users due to substandard oil quality, they felt extremely ashamed. and heartbroken. When we returned to the factory, we held a quality discussion. Everyone said that they would never let an unqualified product enter the market in the future, and decided to regard the day when they received customer complaints as a "factory shame day." Our factory's products won the title of provincial excellence back then." The salesman did not directly explain the quality of the products, but this fact made Yike believe in the quality of their products.

There are 10 types of sales stories:

(l) Introductory story: Who am I? Why are I here? How can I help customers? (2) Attention-grabbing Stories: Get customers interested in you and your product and take notice. Dramatic stories will make them want to hear what you have to say. (3) Product information story; instead of simply listing the features and benefits of the product, tell them by integrating them into the story.

(4) Stories of overcoming worries. Customers are afraid of taking purchase risks, and salespeople tell people that other customers have the same fear, but with you they never worry.

(5) Money story; show people how they can afford your products and services, and how your products and services allow them to save money and make money.

(6) Self-narcissistic story. Show customers how proud they are of owning your product and how others admire them.

(7) Stories of improving productivity. Show people that your product can help companies improve efficiency, reduce consumption, increase production, and reduce errors.

(8) A story about family intimacy. Show people that your product makes your customers’ families happy.

(9)Safety story. Show that your product brings peace of mind, emotional security, financial security, etc.

(10) Transaction story. Summarize product benefits and get orders.

2. Cite examples. Giving examples to illustrate the problem can make your point of view more acceptable to customers. People have found in research that using 10 times the facts to prove a truth is more attractive than using 10 times the truth to explain a thing.

Obviously, vivid things with certain interesting examples are more likely to convince customers.

Try to compare the following two statements to see which one is more effective.

A. Using this kind of machine can greatly improve production efficiency and reduce labor intensity. It has been well received by users, and the order volume is increasing day by day. "B. "XX Steel Plant has used this kind of machine, and its production efficiency has increased by 40% compared with the past. The workers reported that it is easy to operate and efficient, and they welcome it very much. Now, the factory has placed an order for 10 more units. ”

In Case A, the salesman’s explanation is composed of a series of simple affirmative sentences, which lacks factual basis, making people feel uneasy and unconvincing. In Case B, the salesman quoted an example The salesman should pay attention to the weight of the example when he cites it. The more relevant the example is, the more convincing the salesman will be when citing the example. It should be noted:

(1) Tell the truth, do not make up examples, and collect them from facts; (2) Be specific, do not use generalizations, use specific examples, and strive to be clear; (3) Be vivid. Tell the story and be engaging. The examples you cite are to prove your statement.

3. Customer benefits are the key to attracting customers to buy. The benefits that a product brings to customers are abstract and conceptual before they are used. Salesmen cannot turn product benefits into concrete and tangible things that customers can clearly feel. If the product can make customers "saving", the salesman cannot calculate the result of "saving" and turn the conceptual word "saving" into a concrete and concrete one. If you look at the actual figures, then "saving" is a vague term that will not impress customers. Specific details are easier to impress than general statements. A pressure cooker salesman said to the customer: "A pressure cooker for a family of five. It can save one and a half coal, 10 cents per day, and 36 yuan per year. The pressure cooker can last for 8 years according to the national standard. This means that using a pressure cooker at your home will not only save time and trouble, but also save 300 yuan in coal money, while our pressure cooker only costs 70 yuan. ”

4. Franklin’s method of persuasion. This was invented by the famous American politician Franklin. The core content of this method is that the salesman explains the benefits that customers can get from buying the product and the disadvantages of not buying the product. List them one by one and use the method of enumerating facts to enhance persuasion. Franklin's persuasion method is a good way to impress customers intellectually. Excellent salesmen are good at using this method to impress customers. Ryoji Okuma is a famous salesman in Japan. , has been the sales champion of Nissan Motor Company for 16 consecutive years. In order to sell a car, he prepared a detailed document that recorded the advantages and disadvantages of customers after buying this kind of car. There are 100 inconveniences. In this way, Ryoji Okuma appears to be confident and comfortable when dealing with customers.

5. The salesperson must use the power of facts and logic to convince the customer's rationality. , but also use clear, vivid, and vivid language to impress customers' emotions.

A Hong Kong salesman said: "Salesmen should impress customers' hearts rather than their heads, because the heart is alienated from the customer. The wallet pocket is the closest. "The head is reason, and the heart is emotion. This means that salesmen must work hard to create a sales atmosphere to impress customers' emotions, thereby stimulating customers' desire to buy.

The effective way for salesmen to impress customers' emotions is to Describe the features and benefits of the product vividly. Just like a sales quote says: "If you want to arouse someone's desire to eat steak, putting the steak in front of him is effective, but the most irresistible thing is to fry the steak. With the sound of 'sizzling', he will think of the steak lying on the iron plate, sizzling, oily, and fragrant, and he can't help but swallow his saliva." The sound of "sizzling" makes people think of it and stimulates demand and desire. .

It is difficult for the salesman to introduce the product to the various physical properties of the product, which is difficult to attract customers.

In order to make customers have the idea of ????purchasing, the salesperson should outline a dreamlike picture on the basis of introducing the performance and characteristics of the product to enhance the ability to attract customers. A vacuum cleaner salesman said to the customer: "Please think about it carefully. Using a vacuum cleaner can free you from complicated housework. In this way, you can have more time and energy to care about your children's learning and progress. Help him with his homework, take him out for a walk, and enjoy the fun of life with his family." A salesman selling sky-blue tiles impressed the customer with one sentence: "Put these sky-blue tiles in the bathroom, and you can take a shower. It feels like being in the sea.”