joe girard was recorded in the Guinness Book of Records for selling more than 13, cars, which set a record for commodity sales. He once became the person who sold the most new cars in the world for 15 years in a row, with an average of 13 cars sold in 6 years. Sales is a business that needs wisdom and strategy. Behind every salesman, there is his own unique secret to success. So, Joe's sales performance is so brilliant. What is his secret?

1. Law of 25: Don't offend a customer

Behind every customer, there are about 25 people who are close to him: colleagues, neighbors, relatives and friends.

If a salesman meets 5 people in a week at the beginning of the year, as long as two customers are unhappy with his attitude, by the end of the year, 5, people may be unwilling to deal with the salesman because of the chain effect. They know one thing: don't do business with the salesman.

this is joe girard's law of 25. From this, Joe came to the conclusion that under any circumstances, don't offend even a customer.

During Joe's sales promotion career, he kept the 25 Law in mind every day, held a business-oriented attitude, always controlled his emotions, and did not neglect customers for reasons such as making things difficult for customers, not liking each other, or being in a bad mood. Joe put it well: "If you drive away one customer, you drive away 25 potential customers."

Second, business cards are flying all over the sky: sell them to everyone

Everyone uses business cards, but Joe's approach is different: he delivers business cards everywhere, and when he pays the bill in a restaurant, he puts the business cards in the bill; On the sports ground, he threw his business cards into the air in large quantities.

Business cards flew all over the sky, like snowflakes, floating in every corner of the sports ground. You may be surprised at this practice. But Joe believes that this practice has helped him to make 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 this kind of thing.

When people buy a car, they will naturally think of the salesman who threw away the business card, and the name on the business card: joe girard. At the same time, the main point is that some people have customers. If you let them know where you are and what you are selling, you may get more business opportunities.

Third, establish customer files: learn more about customers

Joe said, "No matter what you are selling, the most effective way is to make customers believe-sincerely 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 are selling. 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 the beginning of work, Joe wrote the customer information he had collected on paper and stuffed it into a drawer. Later, he forgot to track a prospective customer several times because of lack of sorting, and he began to realize the importance of establishing customer files by himself. He went to the stationery store to buy a diary and a small card file folder, made records of all the information originally written on pieces of paper, and established his 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 records all the useful information said by customers and grasps 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, positions, achievements, places they have traveled, age, cultural background and anything else related to them. These are all useful promotional information.

All these materials can help you get close to customers, so that you can effectively discuss problems with customers and talk about their own topics of interest. With these materials, you will know what they like and dislike, and you can make them talk, be cheerful and dance ... As long as you can make customers feel comfortable, they will not let you down. " Joe thinks that in sales promotion, you need help from others. 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 that "customers who have bought my car will help me sell it."

after the business is done, 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 dollars for each car after the transaction.

In a few days, Joe will send customers a thank-you card and a stack of business cards. At least once a year, he will receive a letter from Joe with the hound plan to remind him that Joe's promise is still valid. If Joe finds out that the customer is a leader and others will listen to him, then Joe will work harder to make a deal and try to make him a hound.

the key to implementing the hound program is to keep your word-you must pay customers $25. Joe's principle is: I'd rather pay 5 people wrong than leave out one person who should pay. The hound program made Joe a great profit

In p>1976, the hound program brought Joe 15 businesses, accounting for about one-third of the total transactions. Joe paid a hound fee of $1,4 and got a commission of $75,.

5. Promote the taste of products: Make products attract customers

Every product has its own taste, and joe girard is particularly good at promoting the taste of products. Unlike the "don't touch" approach, Joe always tries his best to let customers "smell" the new car first when contacting them. He asked the customer to sit in the cab, hold the steering wheel and touch it himself. If the customer lives nearby, Joe will also advise him to drive home and let him show off in front of his wife, children and leaders. The customer will soon be intoxicated by the "smell" of the new car. According to Joe's own experience, there is no customer who doesn't buy his car when he gets into the cab and drives it for a distance. Even if you don't buy it immediately, you will come to buy it soon. The smell of the new car has been deeply imprinted in their minds, making them unforgettable.

Joe believes that people like to try, touch and operate by themselves, and people are curious. No matter what you are selling, try your best to show your goods, and 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 sales promotion Honesty is the best strategy for sales promotion and the only strategy.

but absolute honesty is stupid. Sales promotion allows lies, which is the principle of "white lies" in sales promotion, and Joe knows it deeply. Honesty is the best policy, which is 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, there is a degree of honesty.

sometimes it is necessary to tell the truth in the sales promotion process. One is one, and the other is two. Telling the truth is often good for salesmen, especially what salesmen say that customers can verify afterwards. Joe said, "No one with a clear head will sell a customer a six-cylinder car and tell him that the car he bought has eight cylinders. As soon as the customer lifts the hood and counts the distribution wires, you are dead. "

If the customer comes to see the car with his wife and son, Joe will say to the customer, "You are such a cute child." This child may be the ugliest child ever, but if you want to make money, you must never say so.

Joe is good at grasping the relationship between honesty and flattery. Although customers know that what Joe said is not true, they still like to listen to flattery. A few words of praise can make the atmosphere more pleasant, without hostility, and it is easier to sell.

sometimes, Joe even tells a little lie. Joe has seen a salesman lose business for no reason because he told the customer the truth and refused to tell a little lie. The customer asked the salesman how much his old car could be converted into, and some salesmen said rudely, "This kind of broken car." Joe would never do that. He would tell a little lie and tell customers that a car can drive 12 thousand 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 after the sale

Joe has a famous saying: "I believe that the real start of sales promotion activities is after the transaction, not before." Sales promotion is a continuous process. Closing a deal is not only the end of this sales promotion activity, but also the beginning of the next sales promotion activity. The salesman will continue to care about customers after the transaction, which will not only win old customers, but also attract new customers, making the business bigger and bigger and more customers.

The concept of "continuing to promote sales after closing a deal" makes Joe regard closing a deal as the beginning of promotion. After making a deal with his customers, Joe didn't put them behind him, but continued to care about them and expressed them appropriately.

Joe sends a greeting card to his more than 1, customers every month. Celebrate the New Year in January, commemorate Washington's birthday in February, and celebrate St. Patrick's Day in March ... Anyone who bought a car at Joe's place received Joe's greeting card and remembered Joe. Just because Joe didn't forget his customers, customers won't forget joe girard.