And why do customers contact you actively?
Didn't you take the initiative to release the value and let the other party contact you or did you take the initiative to find the other party? In this process, sometimes it is the customer's cognition of you, sometimes it is the customer's cognition of your products, sometimes it is the customer's trust in you, sometimes it is the customer's acceptance of you, sometimes it is the customer's psychological prejudice against you, and sometimes it is the customer's goodwill and dependence on you.
Sometimes it is a psychological transaction, and sometimes it is an actual transaction! So how do you make a foolproof deal?
I sum up this transaction as a formula:
Deal = trust+value+feelings
Let's talk about trust first. Why build trust? In psychology, trust is a stable belief, which maintains the value and stability of society and is the overall expectation that individuals can trust the words, promises and statements of others. Trust is the first step in sales. Only when customers trust you will they buy your products or services. Without trust, there is no business.
Please remember a formula:
The most important thing is to make customers trust you, so how can we make customers trust you quickly?
I. Honesty (gaining the recognition of the other party)
As the saying goes, be a man in advance. Integrity means daring to do things, being able to stick to the right path and having the courage to stick to your beliefs. This includes the ability to stick to what you think is right, turn around when necessary, and openly oppose what you think is wrong.
You will find that almost anything of value contains its own unbreakable integrity connotation. When communicating with customers, a sincere person will eventually convince people. Then through communication, let customers have trust in your integrity. This influence is subtle, and individuals tend to migrate to products. In other words, self-marketing has more potential than product marketing.
Second, altruism (meeting each other's needs)
The so-called altruism means putting the interests of the other party first, considering the interests of the other party first, and then considering your own gains and losses. Altruism is not only an open-minded life realm, but also the source of enterprise competitiveness. In enterprise management, only by doing things that are beneficial to employees and customers can we get the same favorable returns and operate smoothly. ?
Altruism is like the simplest principle of action and reaction in physics. When you benefit each other, you will also benefit each other.
What is altruism in life? What you do should bring value to customers. For example, holidays or customers' birthdays, bringing small gifts and small surprises to customers-these are all altruism at the personal level.
And your professional introduction, the purpose is to solve customers' problems and meet customers' needs. These are all altruism at the enterprise level.
Furthermore, your plan can help the customer gain an advantage in his market competition, which is a higher level of altruism.
"Altruism" is very important to both individuals and enterprises. What people have to do is to change their thinking from focusing on their own parts to focusing on the whole and seeing the interests of others, so as to gain the recognition of the other party and win-win results.
Third, respect (to be friends with each other)
Respecting others is a noble virtue and an external expression of one's inner cultivation. Everyone is eager to get respect from others, but only when you respect others first can you win respect.
Respect is a very important factor in interpersonal communication. Only by respecting each other and being honest with each other can we really get close to each other's hearts, truly become heart-to-heart friends and become friends with each other.
Everyone puts themselves in the other's shoes, treats customers as friends, and creates a relaxed and pleasant chat atmosphere, which makes it easier to build trust. Of course, you can also consider the customer from the small details of life and let her feel her sense of existence. No one will refuse a person who treats you sincerely, let customers accept you and enhance mutual trust.
So as long as you do these three things well: integrity, altruism and respect, you will succeed in gaining the trust of the other party.
Deal = trust+value+feelings
Let's talk about the second value of the transaction. Value is the fundamental driving force for customers to buy! The premise of shaping value is to express the specific benefits and values that products can bring to customers from the perspective of customer demand and satisfaction.
People used to like to say: My product is very good. Now we must change our thinking and change "my product is very good" into "my product is very good for customers"! Customers are the center!
So, how can we better make customers feel the value?
Please remember this formula:
First, brand culture (brand awareness)
To improve customers' awareness of the brand, show the company culture through the brand story method, and set off the value of your product with emotional stories, so that customers feel that they are buying not only the product, but also an artistic conception and added value.
Second, the product itself (stimulate the desire to buy)
Ordinary marketers regard products as products, and top marketers regard products as a bunch of values that target customers urgently need. How can you find a bunch of values that target customers are eager to know and have from your products? In fact, this is the ability to shape value! Often some people share it with great care, but no one asks him to buy it. Why? Because it will not shape value and stimulate desire!
When introducing products, we must dig out the most valuable selling points of the products. If you don't find it particularly valuable compared with others, you should create it in a planned way and find the most valuable selling point. There is only one selling point, and it must be unique, so that customers can remember it easily and impress consumers most easily.
Third, value-added services (enhance satisfaction)
When the other party is satisfied with our products and services, he will buy them again as much as possible, changing from a strange customer to a loyal customer. Satisfying the other party is reflected in the good user experience and high cost performance.
In addition to the value of the product itself, increase the added value of the product and highlight the value of your product. In sales, the most commonly used value-added services are divided into three types.
(1) Super Gift Strategy: If you buy my products today, you will get a bunch of high-value products you need, which will make potential customers more excited!
(2) Super after-sales service: Let the other party solve his problems easily without asking questions or thinking. Let customers have a better experience!
(3) Super value-added services: to add value to products, such as providing some other value-added services, such as sending delegations, courses and on-site services. , beyond the inner needs of customers, to achieve surprise satisfaction.
When a person is super satisfied, will he share it?
When a person is super surprised, will he share it?
Then let your customers feel the value better through brand culture, products themselves and value-added services, and the transaction rate will naturally be greatly improved.
Deal = trust+value+feelings
Let's talk about the last point of the transaction, about the feelings in the formula. We all know Joe Gillard, the classic saying of the king of world sales, and all transactions are because of love. We must do it with love and then make a deal. Only in this way can we gain trust and convey real value. But the feeling I want to talk about today is not a simple truth that everyone knows.
Because not everyone will accept your love, we need to learn how to use feelings and mobilize customers' emotional factors to facilitate the transaction.
Similarly, there is a small formula about the application of emotion in trading.
Trading comes from effective communication. The standard of communication is to make customers have a good impression on you and your products. It is not enough to have a good impression. You must give her a sense of identity.
Through constant inquiry, answer and introduction, let customers have a good impression on our products and services, and then nod their heads to express their agreement, so as to have the same feeling for what you have expressed. At this time, the transaction is not far away.
There is also a final sense of accomplishment. Some people may say that I have no achievement. How can I have a sense of accomplishment? In fact, achievement and sense of accomplishment are two different things, and sense of accomplishment lies in satisfaction. Whether you have a sense of accomplishment is actually whether you have a sense of satisfaction. So how do we make our customers feel a sense of accomplishment?
The first step: first understand the customer, what the customer does and what kind of values the customer has. The more you know about the customer, the better.
Step 2: Communicate with the customer in the form of consultation and worship, and encourage the other party to express her thoughts, because everyone likes to talk about themselves and things that they are very fulfilled, so that the next communication transaction will be smoother.
Looking back at the full text, we can easily find that transaction = trust+value+emotion. The three elements in this formula are interlocking and complementary. With the foundation of trust, the value of products and emotional communication, an effective transaction will naturally be formed.
Then, in order to let everyone understand this formula more deeply, I will give you a simple case analysis with a cat:
When it comes to opening the door cat, we have to talk about the Luo brand that successfully represents the opening cat. My working style and values have created today's brand effect. Why did the opening cat lock nearly 1000 members in less than a year, and occupied more than half of the die-hard fans, because the opening cat really achieved the three elements of the closing formula.
The first element: trust
You can see the screenshot. Every paying member transfers money quickly, including me. I joined the membership without a doubt. This is a kind of trust. Above, we talked about the formula of trust: honesty, altruism and respect, which are the characteristics of Luo brand, so it will attract so many people to actively join the membership.
The second element: value
The spirit of Luo brand is to do everything in a down-to-earth manner, so we can see the value of the courseware provided by the cat from the screenshot, and every detail is perfect! When customers feel the value, they will have feedback and be willing to share it spontaneously, so cats have a slogan in class. The more they share, the more they grow!
The formula of this value includes: brand culture, product itself and value-added services. The brand culture of cats is WeChat entrepreneurship, which changes the world. It has influenced many Wechat business, inspired their inner dreams, and thus had a deeper inner communication with cats. The course products of cats are very valuable in themselves. Together with more offline value-added services and the value-added services selflessly paid by online tutors, the overall value of cats has been further enhanced.
The third element: feelings
Emotion = goodwill+sense of identity+sense of accomplishment
It can be said that this group of tutors have been traded by cats all their lives, because everyone likes and agrees with the values and corporate culture of cats, likes to learn and grow in this environment, and at the same time realizes a sense of accomplishment by challenging themselves! Therefore, teachers and cats have strong feelings, and they can experience the temperature at home on this platform.