How to prepare effective reserved speeches and opening remarks? Salespeople need to think about the following questions first:
First, why do customers want to buy?
Second, what is the customer's idea when choosing the icing on the cake?
If the reader has time, I hope to think for a few minutes before reading the following answers.
First analyze the first question:
If the salesperson thinks about the advantages of his own product when thinking about this problem, instead of analyzing it from the customer's point of view, it will lead to the sorted rhetoric becoming a product explanation.
No one wants to spend more money for no reason, and so do the customers of B2B orders. Every expense of them is budgeted by the company. If you want to increase the corresponding expenses, it must be that the outside world has changed, which leads customers to take corresponding actions in response to this change. For example, there are two properties in a region, which are very close and have similar prices, while one property is finely decorated and the other is a blank house. At this time, developers who develop rough houses will consider whether to change them into fine decoration or do some other remedial measures.
Then analyze the second question:
Customers have to make changes in order to cope with external changes, so when choosing corresponding products, they usually think: can he cope with the problems he is facing now by buying these products? Whether the expected effect can be achieved, what risks can be avoided in advance after these products are purchased or used, and so on. Moreover, because customers are not very clear about the performance and changes of the products to be purchased, some corresponding requirements of customers will change at any time during the selection process. For example, if a customer wants to buy smart products, he may only pay attention to smart security at first, and as he becomes more and more clear about the products, he may also pay attention to smart monitoring. However, when he finally buys, due to budget or construction constraints, he may choose some intelligent security and intelligent monitoring products.
Through the above analysis, it can be found that customers buy their products in order to achieve the corresponding purpose, so the designed customer appointment speech must include the content related to achieving the customer's purpose.
Secondly, salespeople who have visited customers know that when they visit customers for the first time, they can communicate with customers for a short time, even if both sides think it is good communication. Most of the products sold by big customers belong to complex integrated products, and it is difficult to explain the functions and benefits of the products to customers in a short time. So when you make an appointment with a customer, you'd better arrange this visit and simply tell the customer what specific problems you want to communicate with the customer. Of course, you don't have to communicate one by one. After all, no one can predict what specific issues will be communicated in the next visit. When designing the appointment speech, the salesperson only needs to arrange the highlights that have the most important influence on the customer during this visit.
One thing that salespeople can't ignore in making an appointment is the benefits brought by this communication, because big customers don't agree with other products, and many customers don't understand this benefit. If you just want to find out for yourself, the salesperson will miss many opportunities that are not as good as the customer's communication. When designing speech, salespeople can also design the benefits they bring. Of course, it is not for the sales staff to tell the customer how much commission I can earn on this project, but at least it can let the customer know that this is not a blind visit.
For example:
? Hello, manager, I'm calling you today in the hope of communicating about ... (purpose), mainly to listen to your opinions on ... (specific issues, process). In this case, it will benefit you ... (income) and let us ... (income). Look, I'm going to visit you now.
When a salesperson visits a customer for the first time, the design of the prologue mainly includes three parts: content design, information collection and reasonable timing.
Many salespeople think that the design of content is the simplest. It is nothing more than introducing myself (who I am and why I am here). In fact, you can add successful cases, acquaintances' recommendations, etc. When introducing, but remember that the opening remarks do not include the description of product details. If you start explaining the product at this stage, you will immediately turn the customer's attention to the product. Without knowing the needs of customers, blindly explaining the products will only lead to invalid visits.
Opening remarks and cases are very good ways to attract customers. However, when selecting a case, the salesperson should have certain relevance and concreteness with the business of the customer to be visited, and it will be better to express the benefits brought by the company's products with numbers.
For example:
"There are about * * * projects in this city using our products."
"The * * project similar to the real estate developed by your company also adopted our products."
"The advantages brought by intelligence are very obvious. For example, in the * * residential area not far from this property, the sales volume increased by * points over the same period of last month ..."
The successful sales process is definitely not what the salesperson says, but what the customer listens to to succeed. This must be an interactive process. Asking questions is the best way to interact and can also be used in the opening remarks.
The salesperson can design a reasonable question after introducing himself or explaining the case, and the customer will certainly be able to answer it, preferably according to the answer that the salesperson wants. Pre-designed questions are the turning point of sales staff information collection, from sales explanation to customer talk.
The last point of prologue design is reasonable time control. The opening time shall not exceed 60 seconds. Generally speaking, it is most appropriate to control it for about 30 seconds. These tens of seconds, although the sales staff think it is not long, but for the customers who listen, especially for the first visit, the greeting language will be less. If the prologue is too long, customers will have nothing to say.
The design of the prologue should also follow McKinsey's "30-second elevator theory" and make clear the topics to communicate with customers in the shortest time, because people can only remember 1, 2, 3, but not 4, 5, 6, and the time for the first visit and communication is short. In the opening remarks, it is best to summarize the key points as 1, which is more conducive to communication with customers.
For example:
Hello, Manager, I am * * * (company+name), and I have been engaged in the sales of * * * (company products) in * * (region). I saw you at the * * exhibition last year and * * suggested that I contact you. Needless to say, we have cooperated with * * (a well-known customer in this area) and cooperated with * * * projects. Because of the use of smart locks, this community made a * * * publicity during the publicity. Needless to say, there isn't. * * * think the effect is good, just recommend me to contact you. I wonder if you are also interested in this publicity?
Summary:
? Before visiting customers, it is necessary to know what customers want to solve most now and how to achieve these goals with the help of products recommended by sales staff. This is the customer's demand, but also the customer's concern. We call it the concept of customer.
The concept of customer is his greatest concern at present. If salespeople don't understand the concept of customers, they can't find the needs of customers, whether they make an appointment or make an opening statement. The advertisement said: no business, no harm. In sales, without demand and attention, there is no business.
For new salespeople who have just entered an industry, it is not necessary to pay attention to the concept of customers just because they are newly diagnosed. If you can get relevant information from the old employees or customers of the company, the accuracy will be higher. If we can't get the corresponding information from others, we need salespeople to make tentative assumptions about the common "concepts" such as the customer's work background, the problems of people in the same industry and the way they hope. For example, the project director pays attention to the timeliness of supply and the standardization of construction; Marketing director must pay attention to related functions and the value they bring; Purchasing director pays attention to price; The director of cost control pays attention to related costs and so on.
Although these "commonness" concepts can be assumed, salespeople should also pay attention to the fact that concepts are personal, and no two people have exactly the same concepts, even those in the same company and department.
The concept inferred by the salesperson is nothing more than a "drug introduction" for appointment and preparation. In the real face of customers, we must seriously explore and confirm, in order to find the real needs of customers, and we must not take the hypothetical "drug introduction" as a "prescription."