Recently, "An Jia" starring Sun Li and Luo Jin and written by senior screenwriter Liuliu has been completed. The daily work of real estate agency sales, the bloody marriage, and the helpless native family, each small story attracts a lot of attention. As a person who has been engaged in sales for many years, I found that this drama is actually an encyclopedia of sales cases. "Anjia Tianxia" Jingyi store has different sales styles, and will also encounter different customers and sales scenarios. This article takes the story of Fang Sijin who helped Gong Beibei buy a house, and analyzes the problem of unqualified sales, the basic qualities of an excellent salesperson, and what an excellent salesperson should do when encountering a customer who has less money, more things to do, and more demands.

Still haven't bought a house yet. The other was a runway house with a long hallway that hadn’t been sold in over a decade. As soon as Fang Sijin came to "An Jia Tian Xia", Lao Xie pushed these two strong points to her and asked her to sell them.

From Lao Xie’s body, we can see some problems with substandard sales:

1. From the customer’s perspective: Failure to understand customer needs

In the TV series There was a scene between Fang Sijin and Xie Tingfeng that impressed me deeply. Fang Sijin asked Xie Tingfeng if he knew what Gong Beibei's job was. As a result, Xie Tingfeng didn't know all the questions and said that this was the privacy of his clients.

It was precisely because Xie Tingfeng did not understand Gong Beibei’s needs that he led her family to view the house for half a year but failed to close the deal. Xie Tingfeng was also frustrated and regarded Gong Beibei as a hard nut and pushed it to Fang Sijin.

2. From a product perspective: the selling points of the product have not been sorted out

Xie Tingfeng has not sold the runway house for more than ten years. The runway house has a strange room type. There is a small room far away. At night You have to go around a few times to go to the bathroom. Moreover, this small room has no windows on all sides, only a small skylight on the roof. But as Fang Sijin said: Every house has its own owner, who is just waiting. The main reason why the house was not sold was that Xie Tingfeng failed to discover the real use of the house based on the customer's needs.

There are always various reasons why unqualified salespeople fail to complete their tasks: the customers are too tricky, the products have no special features, it is the off-season, etc. In the sales industry, it is one thing to be good at sales, and it is also another thing to be lucky. However, if the performance is not good, the most important thing is to start from the sales itself, find problems, improve and solve them.

As the core of excellent sales is to gain the trust of customers, you need to learn to think from the perspective of the person who pays the bill, rather than enjoying yourself. We need to help customers solve their problems, rather than tricking them into making deals.

In addition, excellent sales should also have the following basic qualities:

1. Insight is the foundation of sales success

Insight is transparency. See the essence through phenomena; and in Freud's words, insight is to change the unconscious into conscious. That is to say, we must learn to use psychological principles and perspectives to summarize human behavior.

(1) What hinders the development of insight?

In "Settle Down", Xie Tingfeng took Gong Beibei to look at houses for half a year, but he never found out what the customer really wanted. This was a lack of insight.

The book "The Secret of Insight" points out that there are four main reasons that hinder the development of insight: wrong concepts, lack of experience, negative attitude, and rigid reasoning methods.

A negative attitude will actively blind people, just like you can't wake up a person who is always pretending to be asleep.

The book "Facts" mentioned that human beings often fall into linear thinking, thus falling into a one-dimensional, limited thinking misunderstanding and turning into a rigid reasoning method.

Lao Xie is an experienced salesman. Although he accompanies Gong Beibei to look at houses almost every week, he thinks about things with a negative attitude and does not think about things in depth. This is strategic laziness and tactical laziness. His hard work hindered his insight.

(2) How to develop insight

Insight is an ability that can be developed. Several methods are listed in the book "The Secret of Insight":

A method of contradiction

The method of contradiction is to look for contradictions between things, and feel that some things seem to That point of discomfort, of inconsistency.

How to apply the method of contradiction at work? For example, Xiao Li is an advertising salesperson for an outdoor company. He encounters new promotion needs from customers that are completely different from the previous needs. He can think about why this demand is different. Is it because the purpose of delivery has changed? Has the audience changed? Or for some reason. In order to explore the deeper needs of customers, we can develop more accurate sales plans to promote sales.

By using curiosity to discover contradictions and constantly asking yourself questions, you can reach the essence of the problem faster and develop your own insights.

BNew Information Method

The new information method is to integrate our cognitive system through different information, conduct new rehearsals and combinations through different ways of thinking, and burst out new ideas. Inspiration, new ideas.

In the workplace, we can acquire new information by digging deeper into our current profession, casting a wider net to learn more about other industries, and participating in training courses to make friends in different industries.

Of course, the human brain is limited, and we also need to make mental breaks and get rid of some useless ideas.

C emerges from desperation

In the drama "An Jia", there is a scene where a customer who wanted to buy a haunted house went to the store to complain because there was a piece of dog shit at the door. The store manager "Aunt Xu" Wise out of desperation, use the customer's superstition to congratulate the customer on their bad luck, and see if it is a sign of good fortune, thus resolving the conflict. This is the application of the method of generating wisdom out of urgency.

Shakespeare said that the wisdom in the head is like the spark in the flint. It will not come out unless it is struck. We generally think in a straight line, but human thinking can have various curves, and wisdom can be gained from emergencies to increase insight.

The book "Facts" proposes that we also have different curves such as S-curve, slide curve, hump curve, and doubling curve.

2. Execution is the guarantee of sales success

Jack Ma has a very classic saying: "Think of a thousand roads at night, and take the same path when you get up in the morning."

I have also heard this saying: "A first-class idea plus third-rate execution" is not as good as "a third-rate idea plus first-class execution."

In the workplace, your execution ability is the key to your success.

Good execution is when a person turns his ideas into actions, turns actions into results that are completed with quality and quantity, and during the process develops the abilities needed to complete the task. Li Xiaolai explains execution power in his book "The Road to Wealth and Freedom" (as shown in the picture above), but most of us deal with it in another way.

Kim Perel’s book "Execution Traits" proposes a five-step method for training execution. I summarized it into a formula: clear vision + non-stop passion + high action + non-stop Resilience to fail + interpersonal relationships to do the right things with the right people = high execution.

Let’s take the previous outdoor salesman Xiao Li as an example

(1) Clear vision

Xiao Li’s vision is to be an excellent outdoor salesman. Visit 12 customers a month.

He divided his goals into: visiting 12 customers a month = meeting an average of at least 3 customers a week = making appointments with at least 9 customers every week.

By splitting the goals, the work can be truly executed to achieve the desired results.

(2) Non-stop passion

During his work, Xiao Li was full of passion for his work. Mary Kay said that for every salesperson, enthusiasm is omnipotent. When you rely on your heart and soul to what you are selling, others will definitely feel it.

(3) High Mobility

After formulating a vision and having passion, you need to make an appointment with the customer immediately according to the plan.

(4) The resilience to never give up

During the appointment period, the customer may not answer the phone, or the customer may be too busy or on a business trip to meet.

Cooperation with customers cannot be completed in one go. During the sales process, they will be ridiculed and ridiculed, and they will even be pointed at their noses and faces, and even worse, they will be pushed to do it all over again. , are all normal, this is the life of sales. You need to improve your ability to withstand high stress and continue to do so.

(5) Interpersonal relationships with the right people to do the right things

Sometimes you also need to use the help of leaders, colleagues, and friends to make appointments with customers or conduct interviews with new customers. Strange visit.

In the end, Xiao Li trained himself to become an excellent salesperson by training execution skills.

Edison said, There is a solution to everything, and there is nothing unimaginable. Thinking is a question; doing is the answer.

3. Enthusiasm is a necessary condition for successful sales

The main purpose of cooperation between sales and customers is to win, and to benefit from helping customers solve problems. But communication barriers often arise during the sales process. Because everyone has walls in their heart, and effective communication and listening are also necessary communication skills.

When Fang Sijin was selling a house to Gong Beibei, she created many surprises through sex.

The map of the terrain surrounding the house she made showed that the house has convenient transportation and is surrounded by many supporting facilities, which made the couple interested in this location.

Turning the corridor of the runway room into a children’s gallery fulfilled Gong Beibei’s emotional appeal for not being able to accompany her children to grow up.

The small room that was far away from the master bedroom was originally useless, but it was developed to meet the needs of Gong Beibei’s husband to sleep during the day and stay away from the noisy children.

The small attic with windows above the small room also made Gong Beibei feel like she had her own world in the busy metropolis. The reason why Gong Beibei came to see the house at 6 o'clock was so that she could look up to the sky through the small attic window, which would trigger a buzz and facilitate the sale.

"*** Communication" tells us: In the so-called communication, "channel" is the means, which is to build a bridge between the two parties, and "communication" is the purpose. The bridge must be unobstructed and direct. each other's hearts.

Emotions can be established faster through the following methods:

(1) Control emotions

We can control the "emotional granularity" Control our emotions. This allows us to put ourselves in someone else's shoes and allow our emotions to serve us better.

"Emotional granularity" is a concept proposed by Feldman Barrett in the 1990s. It refers to a person's ability to distinguish and identify his or her specific feelings. The level of emotional granularity directly affects our ability to manage and respond to emotions.

Barrett's (2016) research found that when emotions occur, you need to know what you have experienced in order to grasp your possible physiological and behavioral reactions, and to respond to each specific situation in a targeted manner. emotions. It can be seen that you can use specific emotional words to describe what you are feeling. For example, high emotional granularity such as happiness, appointment, etc. can be cultivated.

How to mark emotional granularity? We divide a four-quadrant diagram based on the two dimensions of "arousal" and "pleasure", and find their positions on the coordinate axis for some of the basic emotions we have. For example, excitement is a high-arousal, high-pleasure emotion, and anger is a high-arousal, low-pleasure emotion.

Actively identify the range of emotions, and further try to identify the differences of each emotion within the range, thereby exercising high emotional granularity.

Having high emotional granularity and learning to control emotions is the first step to communicating with customers and forming a positive relationship.

(2) Focus on communication

In the sales process, we often encounter situations where we can feel what the customer wants, but cannot express it clearly. There is a popular saying: When you meet an investor in the elevator, you must explain your business plan and prospects clearly within 30 seconds, otherwise your project may have no future.

We can see the importance of effective communication. We can train it through the "5W2H" rule at work.

5W: what (what) who (who) where (where) why (why) when (when)

2H: how (how) how many (much )( How much quantity or amount)

Ask yourself questions about these 7 key points before communicating. For example, when Xiao Li consults a client about his recent advertising intentions, he can first mentally rehearse himself: "Excuse me, what are your recent advertising intentions?" What is the demand for this project? Which product do you want to promote? In which area do you want to promote it? What is the expected effect during the time period?" Speak in a language your customers can understand.

It can be seen that effective communication is a very important link in the sales process.

(3) Learn to listen

Dale Carnegie is a very good listener. Once he went to New York to attend an important dinner. At this dinner, he Met a world-renowned botanist. Throughout the entire communication process, Dale Carnegie listened with rapt attention to his introduction to the many experiments on exotic plants and new hybrid varieties, without saying much. After the dinner, the botanist praised Dale Carnegie highly to the host, saying that he was an "encouraging" person at the dinner and an "interesting conversationalist." Dale Carnegie gained favor with botanists through his listening.

Listening generally has two purposes: absorbing information and witnessing other people’s experiences. By listening, you can make the other person feel valued and encouraged, and shorten the distance between the two parties.

Interpersonal relationships are about trying to figure out how to deal with each other. If you don’t listen and just talk, you will introduce yourself, making the other person feel that they are not taken seriously and unable to achieve true love.

80% of sales revenue comes from 20% of customers. When you encounter customers who have little money and many demands, you must first analyze whether this type of customer is your target customer, and then make investment. And use the customer's situation to determine why the customer is in such a situation and whether there is the possibility of expanding the transaction volume.

Take Fang Sijin buying a house for Gong Beibei in the drama "An Jia" as an example. The reason why Gong Beibei failed to buy a house after looking at houses for half a year is that Gong Beibei and his wife are proud of being PhD students. Their family income is in the upper-middle range, they will have two children living with the elderly, and they need to sell their old house and replace it with a new one. Due to these reasons, they have relatively high requirements for housing, and they have not yet found a house that suits them after nearly half a year of looking at houses.

What should you do if you encounter such a customer? We use Fang Sijin’s service to Gong Beibei as a case study to see why it took less than 3 months for Gong Beibei to buy her carefully designed runway house after switching to her service.

1. Preparation period

(1) Have confidence

The most important thing for sales is to have enough confidence in your own business ability, so that you can do better of service customers. Just like Fang Sijin played by Sun Li, she said that there is no house that she cannot sell.

(2) Collect customer information

Sun Tzu said, "Know yourself and the enemy, and you can fight a hundred battles without danger." During the preparation period, you must work hard to understand the customer situation, so that you can find solutions to customer problems based on customer needs. plan.

You can ask about the customer's situation through friends you know, or you can use information to find out the customer's true situation like Fang Sijin did.

A large part of the reason why Gong Beibei's order was successful was that Fang Sijin found out Gong Beibei's true information and told her pain points at the first meeting: this transaction was a serial transaction. You need to sell your existing home before you can buy a new one.

(3) Confirm the key person

The key person is who has the most say and decision-making power in a project. Gong Beibei, whom Fang Sijin had always wanted to impress, was the key figure in this deal.

If you cannot confirm who the key figures are during the project preparation period, you can only consult through your network of contacts. If that doesn't work, the only option is to visit first and adapt accordingly.

2. The first meeting

(1) Communicate through empathy

The most important thing to meet with customers is through empathy and sympathy. Communicate with customers, dispel their wariness as soon as possible, and sincerely express that you are here to visit and communicate in order to do your best to help the other party.

(2) Quickly explain the purpose of your visit and reveal your expertise during communication

People’s patience is only 10 seconds, and you need to capture the other person’s heart within 10 seconds, otherwise this time Communication can easily fail. Therefore, when meeting a client for the first time, you must quickly explain your intention and tell the other party your professionalism. Just like when Fang Sijin met Gong Beibei for the first time, he said that you need professional sales like me to serve you.

How can you practice your ability to express yourself quickly? As the saying goes in "The Oil Seller", "You don't have it, but you are familiar with it." When the famous domestic host Wang Han first became a host, he would prepare many topics for himself, randomly draw lots, and then stand in front of the mirror and talk for a few minutes to train his ability to explain things quickly. It is precisely because of his hard practice that he has such excellent hosting ability now.

(3) Leave contact information to confirm follow-up progress

After the customer visits, what you must do is to leave contact information, confirm with the customer the progress of the project communicated that day, and confirm time for communication or visits to effectively promote the progress of the project.

3. When selling

(1) Act professionally and gain trust

Sales can be expressed through understanding the needs of customers and the selling points of the product. own professionalism. For example, when Fang Sijin visited Gong Beibei's house for pre-sale photography, in order to make the house look bigger and cleaner in the photos, so that the house could sell better, Fang Sijin also thoughtfully helped her clean the room before taking pictures. Demonstrates her professionalism and gains the trust of her clients.

(2) Create suspense and create a sense of privacy

An excellent salesperson will sometimes create some suspense for customers, so that customers have some small expectations and curiosity. Just like when Fang Sijin took Gong Beibei to see a house, Fang Sijin specifically asked her to come alone. Even if her husband accompanied her to look at the house, Fang Sijin still found a way to politely ask her husband to wait downstairs, and only took Gong Beibei up to look at the house first.

Through a small and exclusive sense of privacy, customers can feel that they are being cared for with special care and have exclusive treatment.

(3) Discover the selling points of the product to meet customer needs

After understanding Gong Beibei’s needs, Fang Sijin modified the runway room and finally satisfied Gong Beibei’s needs. Bei's demand for a house was quickly signed.

4. After the order is placed

Sales is not a business. Excellent sales will maintain long-term service to customers. So Fang Sijin told another store manager, "Aunt Xu", that if Gong Beibei wanted to sell the house in the future, she would help her sell it. Philip Kotler, the world's leading marketing expert, said that the cost for a company to acquire a new customer is five times that of retaining an old customer. Retained customers may bring 100% profit to the company. This shows the huge benefits and importance of maintaining old customers.

Philip Kotler said that marketing is not just about promoting existing products, but about creating value for customers. Through the case of Fang Sijin in "An Jia" selling a house to Gong Beibei, who has little money but many tasks and many demands, we can see that excellent sales require insight, execution and emotional ability. Only by truly starting from the "heart" and considering problems for customers can we solve problems and ultimately achieve the ultimate win.