Jin Kela conveyed to the buyer that "almost all super salesmen are abnormal", because when it comes to signing the contract, the buyer is abnormal. There is ample evidence here that when customers are ready to sign big orders, their pulse will accelerate and they will go through a process of emotional change. When we can fully grasp the pulse, we can deal with customers' problems with empathy, so we can do a good job in sales more effectively. When dealing with the price problem, you must remember that many customers will automatically say that the price is too high, whether they really think so or not. This is a common way for ordinary people because they think it will get a more reasonable price. Here is another way to deal with the problem of "the price is too high": "Sir, Jin Kela is glad that you can notice the price, because that is one of our most attractive advantages. As far as actual goods are concerned, Jin Kela thinks you will agree that the value of a product lies in what it can do for you, not the money you pay for it? " (Waiting for an answer) "Starting from that premise, let's learn what our products can do for you." If you say, "Sir, our company has considered whether to make our products as cheap as possible, or to make them service-oriented, durable and long-term products. Because we are faced with such a choice, we want to try to cooperate with you. We think you are more willing to associate with companies that develop products to the greatest extent and make them the best and most useful, rather than companies that make unsatisfactory products with cheap and inferior materials and technologies. Sir, most people know that things made of cheap materials are rarely good things. I think you must hope for long-term cooperation and good service. " Telling you so many details may be considered as making a mountain out of a molehill. However, this is very important and will become more and more important in the future, because complaints are everywhere. It is easy for people to forget the price, but it is impossible to forget the poor quality and poor selection. Customers will blame the salesman for most of the responsibility. Some are inevitable, but if you complain too much, your market won't last long. But you can't spend too much time dealing with price complaints, so let's look at a very effective method. You can also use this method to convince some hesitant customers that the price is too expensive. First lower your tone, see what the customer's eyes are expressing, and then say, "Do you know? Sir, our company made a basic decision many years ago. We think it's easier to say the price clearly once than to say the quality is not good forever. (Pause briefly) You must be glad that we have made such a decision, right? " If you sell low-priced products, it goes without saying. When the situation involves spending a lot of money, it is also difficult for customers to make a decision to buy things.
Jin Kela advises you to learn Abel's practice and keep practicing until the words and the correct tone sandhi become a part of you. By practicing this, you will develop powerful skills to persuade customers to take action.
Finally, you should remember that you should be sensitive to words. There are many words that make customers feel uncomfortable, and there are other words that make customers indifferent and even make others avoid it. Vivid words and expressions can help you and your company sell effectively. For example, when we delivered the goods from the company, these words were included in our reply: "Handle with care: there is teacher Qi's information in it!" The road sign of the North Carolina Highway Patrol is positive and imaginative: "North Carolina uses radar to protect you from speeding drivers." Vivid and powerful, isn't it?
In order to promote health equipment, you use the same three questions: "Can you understand how this is good for your health?" "Are you interested in keeping healthy?" "You should take good care of your health. When do you think is the best time to start? " This makes it easy to get close to your customers.
1998—— 1999 Julie is the only female insurance manager of Banneker company in Texas. The nature of her job is sales promotion. Most of her customers and sales objects suffered more than $20,000 in property losses due to the fire. When Julie made a "sales call", the first question was: "Is everyone hurt?" This problem reflects the real concern for fire users and helps to create an atmosphere conducive to dialogue. This problem also makes the affected people feel lucky. He only lost "things" and did not lose "relatives".
Once the customer told Julie that no one was injured, she simply expressed her relief and regret for the property loss. After establishing a friendly relationship, she asked the second question: "Have you had any major property losses in the past?" (Most of them don't) "Have you ever claimed compensation for car damage?" If the answer is yes, she will ask, "What was the result?" If the answer is "satisfied", she will say, "Generally speaking, small losses are mostly treated fairly." If the answer is no, she will say, "So you are already familiar with how insurance companies minimize the amount of claims?" The change of her voice makes this statement problematic. She usually waits for an answer. Julie then asked many questions to let the customer know that he had to hire a professional representative to claim compensation for him, because the insurance company would have experts to adjust the compensation amount. This does not mean that the insurance company wants to cheat anyone or treat the claimant unfairly. In fact, most homeowners don't know his rights, and in fact, they can't forget many things destroyed by the fire. Julie then asked her customers to know that her company can get an average of 30% more compensation for fire losses on behalf of the victims, while her company only charges 65,438+00%, and at the same time guaranteed that if she could not get enough compensation for customer losses, her service would be free.
She then asked, "Do you want us to start working for you today so that you can move home as soon as possible, or don't worry?" Customer: "We have no place to live, so the sooner we move back, the better." Julie: "If you agree to this contract, we can start right away, so although you are sad about the loss, you won't have any financial burden." This is exactly what you want, isn't it? "Customer:" Yes. "
If you do the math, you will find that her performance is brilliant, because the problem is designed enough to guide the sales target to take action to solve his problem.
In addition, Jin Kela believes that before listening to things, don't blindly answer customers.
Most salespeople don't really listen to everything the sales target says or asks. A famous motto: "It is not a wise man who answers before listening to things." You must listen to every word clearly, but don't write it down when the sales target says "no" Meryl Huck, a famous American salesman, worked in the cooker industry for several years. She has strange hearing problems. A customer shouted almost three feet away, "Merry, I don't want to buy it!" " "Merry didn't blink. She didn't hear a word. Another customer whispered buy at 30 feet, and Merry clearly heard the good news. When the sales target said "don't buy", she turned a deaf ear. Only when he said "buy" did she take it seriously.
Sometimes you are the assistant of the customer, not just the salesman of the company.
Meryl Huck has an amazing skill. When she started trading, she sat in front of the client couple (she moved her chair closer to the hostess) and said, "Oh, this is so beautiful … you should get it … I want to help you get it."
If you sit there and watch the salesgirl work, you will feel that you are witnessing a conspiracy. It seems that Merry will join hands with the hostess to deal with the old cooker company she belongs to, because they have thousands of cookers, and the hostess doesn't even have one! "I want to help you get it!" Merry became the customer's assistant. She turned to the customer and was only interested in helping the customer own a cooker. Now she is obviously helping her clients with money.
Key points: What professional salespeople need to do is to find the object that needs our products or services. We're going to be clients' assistants and move to other people's places. We want to feel their feelings, so as to help them get our products or services and solve their problems.
Are there any criteria for judging buying signal?
When we deal with customers, we especially need to listen with our eyes. The words "don't believe everything you hear" and "seeing is believing" indicate that we must listen with our eyes. When a customer touches his chin or cheek, his palms rub against each other, his palms are placed on the back of his opponent's hand, and his eyes are wide open, laughing and laughing, all of which are sending you a "buying signal", indicating that he has accepted the promoted product. You should seize the opportunity and ask questions quietly. Body movement means that you listen to potential customers with your body, not only with your ears, but also with your eyes. You did it by observing him. Understand what your potential customer is thinking by observing his body movements. For example, a potential customer may say no, but his body is leaning back. He says no, but his body language says, "It's really good", "Speak more" and even "I'm interested. If you can convince me further, I may buy it."
When this happens, you just have to remember that your mouth will lie, but your body will not lie. For example, you are introducing a house, and the customer says "it's too expensive", "I don't like this one", "it's too far from the city" and so on. But from time to time, he will look at the beautiful scenery nearby or the scenery in the back window, and drool at the master bedroom or kitchen cabinet. If he goes back to have a look at something, you can be sure that he has bought it in his heart. You have a good chance of getting the business. It's like giving a girl a goodbye kiss. When you tried to kiss her, she said no, but she stood there all the time. What she really said was, "Look, why don't you try it once?" Now if she says no, you can infer that she means no, or at least "some other time, Charlie Brown."
When the prospect says no, but says "but" at the end of the sentence, you know that you have got the prospect. "No, I don't think so, but it's really good." If you can synchronize with him and know what his body language is saying, it will be easier for you to persuade potential customers to take action now. Will Logis believes that for some reason, people seem to pay more attention to listening and believe what they say in a low-key voice or quietly. Indeed, "listening" is very important. It is very important to be a good listener in communication. Many people can fly mainly because you show their personal interest. They buy it because you listen to their wishes and benefit from your product or service.
Insist on ordering food, put pressure on it but be appropriate!
Among all the keys, the most misunderstood is the "persistence method". Many people think that the persistent salesman is "sitting on the sales target" and saying, "Oh, someone who knows you will buy it sooner or later, sign here!" This is not insistence, this is pure pressure, and you will only irritate customers. Jin Kela thinks "persistence" is a good word, but "faith" is a better word. If you are sure that the product you sell will solve the problem of sales target, you will insist on taking action for your best interests. You will do it professionally, happily and politely-but you will stick to it.
For example, Hans works in a small community in St. Matthews, South Carolina. Hans has always believed in intensive promotion, so he habitually goes to a community and focuses on a small place. Soon the locals recognized Hans. This not only saves time and trouble, but also helps Hans to establish a certain degree of integrity.
After Hans went to St. Matthews several times, they began to call Hans "the pot seller". After showing cookers to seven couples once, Hans started a follow-up visit the next day, and the first five couples bought them. When Hans knocked on the door of the sixth couple, Hans heard a voice that the whole town could not escape: "Come in, Mr. Hans!" " Hans walked into the door and met the giant! He is about 67 feet tall and weighs about 300 pounds. He was an optimist and blurted out, "I'm so glad to meet you!" You know I won't buy a pot for 400 yuan, but anyway, come in and sit down and talk! "
This is not the ideal way for Hans to start a visit, but he smiled at his potential customers and said, "You may know that you won't buy anything, but I don't know. Today, I visited your neighbor. Every time I talk to them, they buy it. Everyone asked me: Have you seen a certain gentleman? I said no, I'll see him this afternoon. Each of them said,' Be sure to let me know what he did!' I finally asked one of them, why does everyone want to know what a gentleman is going to do? He smiled and said,' Everyone knows that he is quite conservative.' "The guy turned and said," They might say (I) am a local miser! "
Hans: "They may think you are conservative, but I think it's interesting that you grew up here and your friends and neighbors know nothing about you!" If I remember correctly, you told me last night that using our cookware can save at least one yuan a day, right? Don't mention a dollar a day. Let's just say that the most conservative words can save 50 cents a day. If you don't let your wife have this money-saving cooker, she will take out a Qvanxian Zhang dollar bill from your pocket and throw it away every two days. Do you know that?/You know what? Losing fifty cents a day, a 20 yuan flies away every 40 days. " (At this time, he slowly tore up a 20 yuan bill, but put the pieces in his pocket. This customer is really a miser. When Hans tore up the bill, he saw a cold sweat on his forehead.
Hans looked at him and asked, "What were you thinking when I tore the money? You are distressed, don't you care more about your money? " "What do you mean?" The customer asked. I said, "It's simple. You said that this cooker can save you 50 cents a day, and we have 365 days a year. This means that if you don't have this cooker, you will lose 180 yuan a year, and it will cost 3,600 yuan in 20 years, but you won't spend 395 yuan to buy this cooker. You also said that you are not conservative! " This client later became a good friend and supporter of Hans. When people in the community know that Mr. Conservative bought it himself, Hans' business will be easier to do.
Hold on, hold on until you see your sales success! This is the charm of persistence.
1999, an American arsenal made an interesting experiment: a thick steel cable was tied to the beam of the arsenal, which was vertically fixed on the ground, and a cork was tied vertically with a fine nylon rope one meter outside the steel cable. They let the cork hit the thick steel cable regularly and repeatedly like the rhythm of music. "Is there any change?" A group of scientists including weapons experts and behavioral scientists asked curiously. However, the cable was hit by a cork, and 20 minutes passed at 10. Everybody wait patiently. At the 29th and 30th minutes, the cable vibrated twice and stopped, and then it vibrated irregularly. After 40 minutes, the cable began to swing rhythmically with the cork, and the scientists all showed satisfied smiles. They took off the cork and were surprised to find that the cable swung repeatedly for a long time. Behavioral scientists have come to a conclusion: "Success belongs to those who stick to it according to their own will and pace."
A famous British salesman told his similar experience:
Once, I accompanied my business colleagues to visit a doctor Wang. I read it twice and touched Dr. Wang's heart. However, because he has a sister who works in a ticketing company, and another salesman also sent a plan, he failed to make up his mind. When we went to his clinic for the third time and sat in the waiting chair outside, we heard two people talking inside:
"I think it is worthwhile to buy a ticket. After paying 80,000 yuan, you will get back nearly 10 million next year! "
"yes! Just like you want to expand the equipment in your clinic, participating in this program is equivalent to giving the family a sense of security and security! "
It turned out that the salesman of another company had already got there first, so he had to wait patiently. I learned from the conversation that it is not only bad for the sales staff inside, but also bad for us. I'm considering from which angle to start the sales point in the future, and at the same time, I have the idea of "giving up if you can't talk about it". The door finally opened and the doctor saw us when he sent away the enthusiastic and articulate salesman.
"We came to see you specially!" I walked into his clinic and said.
"I just talked to the manager, and I decided to use the bonus to buy tickets. I want to put the insurance thing on hold for a while. " The doctor flatly refused.
"I know, we also want to talk to the doctor about buying coupons today. This is our redesigned plan to buy coupons in cooperation with doctors. You can spend half of your money on coupons and the other half on family security. Isn't this the best of both worlds? "
"I said I wouldn't consider insurance for the time being, but I decided to use this money to buy tickets!"
"Dr. Wang, I know you want to expand the equipment. For this matter, you see, I have made such adjustments to the plan and deleted the medical expenses for you, while your protection remains unchanged and the premium has dropped to 2/3 of the original. "
Dr. Wang leaned forward slightly and looked intently at my redesigned plan for him, as if that sentence had just hit his heart. So I seized this best opportunity:
"Dr. Wang, you work so hard every day because you want to make your life's career more developed. Similarly, the happiness of a child's life depends on whether you give her enough protection and security. I stopped to observe his reaction. Dr. Wang, here is a piece of information that you need to fill in. "Just now, a patient came to see a doctor, and we had to step aside temporarily, and the patient kept walking. My colleague next to me pulled my sleeve and said:
"Manager Lin, do you think we should go now and come again next time?"
"good! But I still have some strength to try again! " I started humming and looked around to relax myself. When he had seen all the patients, I went up to him and said, "Dr. Wang, I'm sorry to see you so busy ..."
"I feel all right! I'll call you when I get the money early next month! " He said it before I finished.
"Next month" is usually just a term that customers shirk. If the business personnel agree with this sentence, it is equivalent to giving up the case. However, Dr. Wang said this sentence in such a firm tone.
"all right! Dr. Wang, since you say so, please think more about it and think more about your children. " Just then, his little daughter came in.
Dr. Wang picked up his daughter. When I was sorting out all kinds of information on the desk, I thought "it's over" and I was unwilling. With the determination to make the final sprint, I said, "Dr. Wang, that's it!" Maybe I didn't say it completely. Let me explain it to you again. Can your daughter ... "I pointed to the nurse, who knowingly hugged his daughter, but the girl wouldn't let any nurse hug her anyway. The thought in my heart popped up again: "Forget it!" But then I thought, "No! Be sure to make the final effort! "
"Doctor wang, it doesn't matter! So to speak, this is yours ... "Dr. Wang interrupted me and said:
"That's great! I pay one month a month, which is equivalent to monthly payment! " Ah! What a wonderful sentence, I am so excited.
Walking out of the clinic and walking into the clinic are different worlds. What you get is not only a signed insurance policy and more than 40 thousand yuan in cash, but also an affirmation of the belief that "success is to stick to it according to your own will and rhythm" and a sense of accomplishment brought by persistence. I asked my colleague next to me; "How about it?" He smiled and answered me three words, "It was really enjoyable". Indeed! Engaged in sales promotion, the most enjoyable thing is to "make the impossible possible!" Turn disadvantages into advantages! "As for the transaction or not, it's just to prove the above two sentences.
Jin Kela summed up the whole sales interview process, and there are two biggest obstacles, one is the persistence of customers, and the other is the lack of persistence of salesmen. In the battlefield of sales promotion, we always have to face two powerful opponents: one is the customer and the other is ourselves. The failure of a promotion is often not defeated by customers, but by yourself, just like that cork. If it thinks that the rope is so thick from the beginning, it is useless to hit it, then it has been defeated by itself. Another success of cork can be attributed to its "softness" and "elasticity", because every impact is trying to change the other side, and people don't want to be changed, so the "impact" can't last long if you don't insist on it with soft belt and elastic belt.
This is another example.
Once, sales guru Locke and his son were shopping in a shopping mall. The son picked up a rubber ball and said, "I don't want to buy it, I just want to hold it."
Locke said, "well, you can have it, but don't try anything." You won't buy it. You already have more than ten balls. You don't need another one. "They wandered around for a few minutes and walked back to the edge of the rack. Locke put the ball back on the shelf and said, "son, it's been a long time." I have to buy it after you get dirty, and you don't need another ball. "
Obviously, the son didn't hear his father say no, so he picked up the ball and put it in the shopping basket. He is a persistent salesman. Locke put the ball back on the shelf twice and said as he walked, "Son, I'm telling you for the last time that you don't need another ball."
He stood quietly, looked up at Locke expectantly and said, "Dad, I hope you can buy me a ball. I will give you a kiss. " Come to think of it, he provided a huge "temptation" and he was also "sincere"-in Locke's many years of sales career, he had never seen a more sincere salesman than this three-year-old boy. The result, needless to say, can be obtained. Finally, Luo Jia has 13 ball!
Find the most important needs of customers and meet them! Why do some people feel that they are dismissive of insurance plans, while others are willing to pay hundreds of thousands a year? Why do some people eat more than 10,000 yuan at midnight snack one night, but haggle over the monthly insurance premium of 1000 yuan? The answer is actually very simple. Whether a customer buys or not depends on his demand for goods and the price he recognizes to meet this demand.
The experience of famous Japanese salesmen provides you with experience-
I remember when he just went out to sell insurance, he met a very good customer: "I'm not interested!" " But as long as the time is not too long, we can talk about it! "
"As long as three minutes is enough! According to this plan, 200,000 people died of illness, 400,000 died unexpectedly, and the medical expenses were 20,000. I can recover 200,000 in the future. "
"I know this!" The customer said, bowed his head and continued his business. I was stupid there and didn't know what to say. Suddenly I said, "If something happens, will your family be guaranteed?"
Only then did he stop his work and continue to ask me some questions about safety. Of course, I didn't do this transaction, my knowledge is too lacking, and the insurance topic I talked about is not good. As we all know, insurance is an intangible commodity, and it is not easy for a customer to know his needs at a glance. So, at that time, I envied those salesmen who promoted books, computer software and hardware, and household appliances. It was not until I went to buy a tape recorder that I found that tangible goods also had its difficulties in marketing. Because the tape recorder can see and hear, I can easily determine its value, so the salesman's sales promotion will not play much role in the transaction. Only by thinking about the intangible coordinates of goods can the promotion really exert its maximum benefit, and the promotion of life insurance is a commodity that can give full play to its intangible value.
I have a client who is a social worker. When it comes to insurance and claims, he has no interest at all. He is devoted to social work and has little desire to make money and save. "A fund recently applied to foreign countries has been unable to come down, which has a great impact on our plan to promote education for the disabled!" In an accidental conversation, he talked about the recent distress, and I suddenly had a brainwave:
"The biggest difficulty facing social work is the problem of funds, right? In fact, insurance is a kind of social welfare, and it is only used as an enterprise to manage social work. If every disabled person has a large sum of money to solve their living problems, then they can naturally study and re-educate, right? " This sentence really caught his attention. The first time I showed him the proposal, he agreed to consider the plan.
The second time I went to see him, he said the plan was good, but because he was going to visit the United States and other countries in three weeks, he had to wait until he returned home.
"Well, isn't it better for your family to do it one day earlier and get protection one day earlier?" "However, I need to prepare some money to go abroad now, and the cost for two months will be hundreds of thousands!" Reluctantly, he spoke of his difficulties.
"I know your difficulty, but have you ever thought that going abroad for two months is more dangerous for your life? If you do it now, will it guarantee you two months earlier and let you go abroad with peace of mind? That's it. How about you pay the insurance premium for this season first and then pay the balance when you return to China? "
"oh! Can I pay some money first? " He was very excited. We calculated the insurance premium and filled out the insurance policy. He asked me to get the money at ten tomorrow morning.
The next day, I arranged my visit, but at 9: 00 10, I suddenly received a phone call from him: "I went home to discuss it with my wife yesterday, but my wife still thinks we can do it after we get home." I quarreled with her for this matter. I'm really sorry. Let's talk about it later! "
My heart was cold, but I held back my panic.
"So! I originally planned to go there in half an hour. I'm going there now, and we'll talk face to face! " I hung up before he answered. Entering his office, he gave a wry smile: "I'm sorry! Promise you again ... "
"Don't say that, I'm embarrassed to make your husband and wife quarrel. I know you attach great importance to your wife, but do you know that this insurance is not only for your wife, but also for your three children? "
"I know, but I can't help it!" "In fact, there is one thing you have overlooked. You only consider your wife's opinion. Have you considered the opinions of your three children? You also ignored your own wishes. Didn't you say that you should try your best to cultivate children? This money won't affect your going abroad! " He hesitated, then smiled firmly and confidently. "all right! Do it now! " At this time, I was worried: "What about your wife ..." He posed as the head of the family: "Never mind, act first!" So, he drew a pile of money from the drawer and paid the first quarter premium. This case is of great significance to my whole marketing career. I know this customer well, so I can use my quick wits to say something. Because of my firm belief in insurance, I realize that the key to marketing-the stimulation of intangible value lies in the individual particularity of customers.
Now, I will ask all my visitors the same question as all my new colleagues in the company. Why does he need this plan (insurance plan) especially? Besides the general family living expenses, children's education expenses, medical expenses and old-age retirement pension, what else?
Three young people started a company in partnership, each with his own strong points, and both played an important role in the company. I designed a shareholder mutual insurance plan for them, and included their premiums in the company's fixed fee payment. A shipping agent manager, both husband and wife have jobs, two children and are rich in economy. I designed a mutual insurance plan for them to ensure that when one person has an accident, the other person can support the overall situation alone; A young man who just started a business, I designed a commercial insurance for him as the beginning of his complete independence in life and economy; A newly married young man, I designed a marriage insurance for him as the beginning of his marriage and family responsibilities. Promotion is an activity full of challenges and wisdom. A successful salesperson must fully understand the characteristics of products and the personalized needs of customers, and be able to change the characteristics of products into the personalized needs of customers tactfully, so as to attract customers' attention, stimulate their personalized needs for goods and complete a successful sale.
-Quoted from "Digging Your Sales Power" by Yanbian People's Publishing House