Joe Girard
Attached is Joe Girard’s resume and some information
Joe Girard is the greatest salesman in the world , he has been ranked first in the world's Gisney Records for 12 consecutive years. The world car sales record he holds: an average of 6 cars sold per day for 12 consecutive years, no one can break it so far.
Joe Girard is also the most popular speaker in the world. He has taught his valuable experience to many Fortune 500 corporate elites. Millions of people from all over the world have been moved by his speeches. , inspired by his deeds.
Before the age of thirty-five, Joe Girard was a complete loser. He suffered from a severe stutter. He had changed forty jobs and still achieved nothing. He even worked as a thief and opened a casino. .
However, who could have imagined that a person like this, who was not optimistic about anyone, and who was saddled with debt and almost had no way out, could climb to the top of the world in just three years and be recognized as the best player in the world? Nice World Records called "The World's Greatest Salesman".
How did he do it? Learning humbly, working hard and persevering, focusing on service and sincere sharing are the four most important keys to success for Joe Girard.
The world's greatest salesman, Joe Girard, will help you become the most powerful top sales expert and create your proud success!
Joe Girard's sales secrets
Joe Girard was included in the Guinness Book of Records for selling more than 13,000 cars and setting the highest sales record. He has been the person who sold the most new cars in the world for 15 consecutive years, with an average of 1,300 cars sold in 6 of those years. Sales is a career that requires wisdom and strategy. Behind every salesman, there is his own unique secret to success. So, what is Joe’s secret to his brilliant sales performance?
1. The 250 Rule: Don’t offend a customer
p>Behind each customer, there are about 250 people standing. These are people who are relatively close to him: colleagues, neighbors, relatives, and friends.
If a salesman sees 50 people in a week at the beginning of the year, and only two of them are unhappy with his attitude, by the end of the year, 5,000 people may be unwilling to deal with him due to chain effects. Dealing with salesmen, they know one thing: don't do business with this salesman.
This is Joe Girard’s 250 Law. From this, Joe came to the conclusion: Do not offend even one customer under any circumstances.
In Joe’s sales career, he kept the 250 rule in mind every day, held a business-first attitude, controlled his emotions at all times, and did not make things difficult for customers, or did not like the other party, or It is because of one's own bad mood and other reasons that one neglects customers. Joe said it well: "As long as you drive away one customer, you are driving away 250 potential customers."
2. Business cards flying all over the sky: sell to everyone
Everyone Everyone uses business cards, but Joe’s approach is different: he delivers business cards everywhere. When paying the bill at a restaurant, he puts the business card in the bill; on the sports field, he throws the business card to people. In the air
Business cards are flying all over the sky, like snowflakes, scattered in every corner of the sports field. You may be surprised by this approach. But Joe believes that this approach has helped him make a lot of business.
Qiao believes that every salesman should try to let more people know what he does and what products he sells. This way, when they need his goods, they will think of him. Joe throwing away his business card was an extraordinary thing, one that people don't forget.
When people buy a car, they naturally think of the salesman who threw away his business card and the name on the card: Joe Girard. At the same time, the point is, there are people out there who have customers, and if you let them know where you are and what you're selling, you're likely to get more business.
3. Establish customer files: learn more about customers
Qiao said: "No matter what you are selling, the most effective way is to make customers believe - truly believe - —You like him and care about him.”
If the customer has a good impression of you, your hope of closing the deal will increase. To make the customer believe that you like him and care about him, you must understand the customer and collect all kinds of relevant information about the customer.
Jo pertinently points out: "If you want to sell something to someone, you should do your best to gather intelligence about him and your business...regardless of what you are selling. If you are willing to spend a little time every day to understand your customers, make preparations, and pave the way, then you will not worry about not having your own customers.
When he first started working, Joe collected the customers. The information was written on paper and stuffed into a drawer. Later, he forgot to track a certain prospective customer several times due to lack of organization. He began to realize the importance of building a customer file by himself. He went to a stationery store and bought a diary and a notebook. A small card file folder records all the information originally written on the piece of paper, and establishes his customer file.
Qiao believes that a salesman should be like a machine, with a tape recorder and a tape recorder. The function of the computer is to record all the useful information said by the customer during the interaction with the customer, so as to obtain some useful information.
Qiao said: "When establishing your own card file, you must. Write down all the information about customers and potential customers, their children, hobbies, education, job title, achievements, places they have traveled, age, cultural background and anything else about them. These are useful sales intelligence.
All these materials can help you get close to customers, allowing you to effectively discuss issues with customers and talk about topics that interest them. With these materials, you will know what they like and don’t like. What, you can make them chatter, be happy, dance... As long as you have a way to make customers feel comfortable, they won't let you down. ”
4. The Hound Project: Let customers help you find customers
Qiao believes that in the sales business, you need the help of others. Many of Joe’s businesses are run by “Hounds” ( Those who will let others buy things from him) are the results of his help. Joe's famous saying is "Customers who have bought my car will help me sell it."
After the business is completed, Joe always puts it. A stack of business cards and a brochure of the Hound Project were handed to the customer. The brochure told the customer that if he introduced others to buy cars, he would be paid $25 for each car after the transaction was completed.
A few days later, Joe. The customer would be sent a thank-you card and a stack of business cards, and at least once a year he would receive a letter from Joe with a hound plan, reminding him that Joe's commitment was still valid. If Joe discovered that the customer was a leader, others would. Listen to him, then Joe will work harder to facilitate the transaction and try to make it a hound.
The key to implementing the hound plan is to keep your word-be sure to pay the customer $25. Joe's principle is: rather. Even if you pay 50 people by mistake, don't miss anyone who deserves to be paid. The Hound Project brought Joe a lot of benefits.
In 1976, the Hound Project brought Joe 150 businesses, accounting for about 10% of the total transaction volume. One-third. Joe paid $1,400 for hunting fees and received $75,000 in commissions.
5. Smell the product: Make the product attract customers
Every product. They all have their own smell, and Joe Girard is particularly good at selling the smell of his products. Different from the "don't touch" approach, Joe always tries to let customers "smell" the smell of new cars when he contacts them. Let the customer sit in the cab, hold the steering wheel, and touch and operate it himself. If the customer lives nearby, Joe will also suggest that he drive the car home and let him show off in front of his wife, children and leaders. They will quickly be intoxicated by the "smell" of a new car. According to Joe's own experience, any customer who sits in the cab and drives the car for a certain distance will buy it soon, even if he doesn't buy it immediately. Come and buy it. The "smell" of new cars has been deeply imprinted in their minds, making them unforgettable.
Qiao believes that people like to try, touch and operate it by themselves, and people are curious. No matter what you're selling, find a way to present your product, and remember to involve your customers. If you can capture their senses, you'll capture their emotions.
< BR>6. Honesty: The best strategy for sales. Honesty is the best strategy for sales, and it is the only strategy. But absolute honesty is stupid. Sales allow lies. This is the "white lie" in sales. "Principle, Joe knows this very well. Honesty is the best policy, it's the best policy you can follow.
But a strategy is not a law or a rule, it's just a tool you use to pursue your best interests at work. Therefore, there is a degree of honesty.
Sometimes you need to tell the truth in the sales process. One is one and two is two. Telling the truth often benefits a salesperson, especially if the salesperson says something that the customer can verify later.
Qiao said: "No sane person would sell a customer a six-cylinder car and tell the customer that the car he bought has eight cylinders. As long as the customer lifts the hood, Count the distribution wires and you're dead."
If the customer came to see the car with his wife and son, Joe would say to the customer, "You're such a cute kid." Probably the ugliest looking kid ever, but that's not what you should say if you want to make money.
Joe is good at grasping the relationship between honesty and flattery. Even though customers knew Joe wasn't telling the truth, they still liked being flattered. A few words of praise can make the atmosphere more pleasant and less hostile, making it easier to close a sale.
Sometimes, Joe even tells a little fib. Joe had seen salesmen lose business because they told customers the truth instead of telling a fib. When a customer asked a salesman how much he could trade in his old car, some salesman said rudely: "This kind of junk car." Joe would never do this. He would tell a little lie and tell the customer that a car can be driven With 120,000 kilometers, his driving skills are indeed superior to others. These words make customers happy and win their favor.
7. One card per month: real sales begin after the sale
Qiao has a famous saying: "I believe that sales activities really start after the transaction is completed, not before." Sales promotion It is a continuous process, and the transaction is not only the end of this sales activity, but also the beginning of the next sales activity. If a salesperson continues to care about customers after closing a transaction, he will win both old customers and new customers, making the business bigger and bigger, with more and more customers.
“You still have to continue selling after the deal is made.” This concept makes Joe regard the deal as the beginning of sales. After Joe makes a deal with his customers, he doesn't just forget about them, but continues to care about them and shows it appropriately.
Joe sends a greeting card to his more than 10,000 customers every month. Congratulations on the New Year in January, commemoration of Washington's Birthday in February, and congratulations on St. Patrick's Day in March... Everyone who bought a car from Joe received Joe's greeting card and remembered Joe. Precisely because Joe did not forget his customers, customers would not forget Joe Girard.
Introduction:
Suppose you receive the task of selling a bottle of red wine in a supermarket for one day. Do you think you are capable of doing it? You might say: a piece of cake. So, I’ll give you a new task, sell cars, one car a day, can you do it? You might say: That's not necessarily the case.
What if one car is sold every day for many years? You will definitely say: It’s impossible, no one can do it. However, there are people in the world who can do it. This person has sold a total of 13,001 cars in his 15-year car sales career, with an average of 6 cars sold every day, and all of them were sold one-to-one to individuals. He also set a Guinness world record for car sales and won the title of "The Greatest Salesman in the World". This person is Mr. Joe Girard.
Information 1 Personal profile
Joe Girard was born on November 1, 1928, in a poor family in Detroit, USA. When he was 9 years old, Joe Girard started shining shoes and delivering newspapers to earn money to support his family. Joe Girard left school at 16 and became a boilermaker, where he contracted severe asthma. At the age of 35, Joe Girard went bankrupt with debts as high as $60,000. In order to survive, he walked into a car dealership. Three years later, Joe Girard broke the Guinness World Record for car sales with an annual sales of 1,425 cars. Since then, Joe Girard has been known as "the greatest marketer in the world."
Chen Xiaoshen: Hello, Mr. Joe Girard. There is a question that I am curious about. Sales is a profession. Can everyone become an excellent salesman, or can only those with certain characteristics be able to do such a job?
Joe Girard: I was born in a ghetto in the United States, poorer than you can imagine.
I didn't finish high school, and my father always beat me, saying I couldn't do it, I couldn't do it, I couldn't do it. On the contrary, my mother always encouraged me, saying that I can do it and let him see. But due to my father's blow, I used to stutter even when I spoke, because the verbal blow made me lose confidence. However, my mother helped me and started pushing me to the top of my life. She proved to everyone that I could do it, and I told everyone if I could do it. Well, of course you can do the same. I'm not better than anyone else. You see, I have two hands and two ears that I use frequently. I often listen with my ears instead of speaking with my mouth. My mouth is only used for eating. The less you speak, the more you listen. I often tell people that if you do what I do, you will become rich under my guidance. Here's an example. I've been asked the same question all over the world. No matter which country I am in, France, Germany, Norway or Spain, can you make it here? The same is true in China. People ask me, can you be as successful as ever in China? America might be easier. Selling in China is as easy as in Canada, France, and Spain. If you give me six months in China, and only six months in China, with my brain, I will become the world's number one salesman again
Chen Xiaoshen: So, it is your mother who is helping you It plays a very important role on the road to success. Because she made you believe from an early age that you can be the best person you can be. Now I would like to ask you to recall, when you started working as a car salesman, do you still remember the situation when you sold your first car?
Joe Girard: Before January 1963, I was an architect, building houses. As of January 1963, I had been building the house for 13 years, and I had lost everything. I lost all my house, and the bank kicked me out of the house, kicked my wife and two children out, and confiscated my wife's and my car. I went bankrupt once, and my wife’s questions gave me a real blow. She said, "George, we have no money, we have no food. What are we going to do?" So the next day, we were living in Michigan, USA, and I went out to find a job. This way you can buy food for your family. It was very cold and snowy that day, and I don't know why I went to the car dealership at that time. I just remember walking in and telling them to give me a job. The boss laughed at me and said, "I can't hire you. It's the middle of winter and there isn't that much business. If I hire you, the other assistant salesmen will definitely be angry. We can't hire you. By the way, have you ever sold a car?" No, but I have sold a house. He said, "Then I can't hire you." "I told him what you are going to do. You just need to give me a phone and a desk. I will not let any customer who walks through the door lose, and I will also bring my own customers. I will be here in two months." I want to be the best salesman you can be. He said, "You're crazy! "I said: "No! I'm hungry! "He agreed and gave me a phone and a desk. Just like that, I made phone calls for eight or nine hours a day, all in front of the phone. Finally, I worked until 8:50 pm that night. I kept my promise , not a single customer walked through the door. At that time, I didn't even realize that my life was starting again. The store door opened and the customer came straight to me. Do you know what it's like? The big bag of food came right up to me. Honey, come here. I sat with the customer for about an hour and a half and sold him a car, and you know what he did to me afterwards. Say it. He said: "George, I bought a lot of things. But I've never seen anyone plead like you. "I begged him. I was 35 years old when I went bankrupt. After 3 years, I was called "the greatest salesman in the world" in just 3 years.
Information 2
With almost begging, Joe Girard sold the first car in his sales career, thus taking the first step to success. Joe Girard, who was suffering from hunger at the time, knew it very well. , as long as you buy one more car, you can get more food. Therefore, Joe Girardfer came to a major conclusion in his sales career: customers are your food and clothing parents, don't offend any customer. . Because there are 250 customers behind each customer, including relatives and friends. If you drive away one customer, you will drive away 250 potential customers. This is Joe Girard's "250 Law".
Chen Xiaoshen: I know that in the second month you were engaged in car sales, you bought it all at once. The best result was 18 cars a day. This record has not been broken so far. So, are there any principles that you must abide by in your career in car sales?
Joe Girard: When I, Joe Girard, sell you a car, I have to do three things: service, service, service. Someone asked me: "George, I only sell 4 cars a month, and I can't take care of my customers. How do you do it? Your performance is an average of 6 cars a day, how do you balance it? How do you pay for so many Customer service. It is too easy for me to sell forty or fifty cars a month. I have a contract with a very atmospheric Italian restaurant. On the third Wednesday of every month, I will invite 36 people from the customer service department. A colleague, who is a mechanic who repairs cars, invites them to come and have a meal with me. I give them love, and the important thing is that they also show love to me. So when the customer comes, my assistant can invite them to the customer service department. 4 mechanics come out, open the tool box and start repairing your car immediately without saying a word. After that, who will you go to to buy a car, Joe Girard, because I give you care and I will give you a promise when I sell the car. , because I will tell you after I sell you the car, I will never leave this car alone. Your name is Eddie, right? Eddie, I will never abandon this car, I will always pay attention to this car. No matter where and when you need me, I'll give you the best service on your car, and I'll give you a thumbs up in return. Through word of mouth, people all over America know about Joe Girard's service. Come and buy a car from me.
Chen Xiaoshen: Do you think this principle is a very simple one, or a more complicated one?
Joe Girard: It's very simple, just treat customers well.
Chen Xiaoshen: So if it's so simple, there are many people engaged in selling cars, why are you successful, but a considerable number of people are not?
< p> Joe Girard: Because they have a four-letter, four-letter word carved into their face, it's LAZY, and everyone is lazy, not just car salesmen, basically. Our bodies are always stopping us from doing things, like doing laundry, and you push it back: “I’ll do it later. "I don't want to do it now." ” At the same time, your dirty laundry will pile up higher and higher, and at a certain point, you will get bored and say, “Oh my God, look at these dirty clothes, I don’t want to wash them anymore.” "I'm not like that. I always finish things today! That's the name of the game. "Add 50%." "Execute now and add 50% of the effort." People are lazy and try to find shortcuts. There are no shortcuts in sales. I'm here. Searched a year ago. If you develop the habit of immediate execution, your body will be at your disposal.Information 3
After every car sale, Joe. ·Girard always gives his customers an instruction sheet called the "Hound Plan". The so-called "Hound Plan" means that if Joe's customers introduce others to buy cars, he will receive a reward of $25 for each car after the transaction is completed. In 1976, the hunting dog program brought Joe 150 sales, accounting for about one-third of the total transaction volume. Joe paid $1,400 in hunting fees, but earned $75,000 in commissions through new customers. According to Joe Girard, a successful salesperson should constantly discover new sales methods and find potential customers.
Chen Xiaoshen: I have noticed that people have a certain attitude toward salespeople. Resistance psychology. For example, you will see some slogans on some office buildings or residential buildings saying "refuse to sell". In life, you are even afraid of meeting a salesman and are afraid that he will pinch you and won't let go. Then there is another situation: , some people will think that this person must have no talent and has to engage in sales. I don’t know what you think of this phenomenon? How can a salesman overcome such obstacles? Introduce yourself to others, because a lot of salespeople can't figure this out even years later
Joe Girard: One thing about me is that I understand people, and I even know what you're thinking now. What. When you walk in, I look at your eyes, your lips, and when I shake your hand, I feel your feelings, your body talking to me, and I look at your lips even more, it's telling. My organ of information.
Let me tell you a little story. Once a man came to my office. I looked into his eyes and his lips. His eyes were tense and his lips were tight, this guy was going to take my money and he was scared that someone else would take his money. The air around him was filled with tension and fear. One time he came to my office, shaking with fear. I looked into his eyes and lips and asked him, "Mr. Brown, what can I do?" When I asked, his lips began to open. The fear in the corners of his eyes gradually disappeared. Tell me, I use two ears, two things that God has given to you and to me and to everyone else. When others are speaking, listen with your full attention. Look at the other person's face and listen to his voice. The better you are at listening, the more the person speaking will trust you. But too many people just talk with their mouths. The mouth is only good at one thing, and that is eating. Shut up and let someone else talk. Let others talk and others will start to like you. It’s a God-given ability that people don’t use to the best of their abilities. When he speaks, you should listen with your whole body, your face, and your voice. The better you are at listening, the more the speaker will trust you. However, too many people use their mouths too much. Their mouths are only good at doing one thing, and that is eating. Beyond that, keep your mouth shut and let others talk, and others will start to like you.
Chen Xiaoshen: What you mean is that if you really care about the needs of this customer, listen frequently, understand his words, and shut your mouth, then the customer's understanding will be This process also builds customer confidence in you.
Joe Girard: Yeah, exactly. Everyone can do this. Do you know who should do this? Not just salesmen or businessmen, we parents stop talking, listen, listen to your children. The more parents listen, the better and better your children will become in being loyal to you. But that was not the case, they did not listen, but just used their mouths like my father. In other words, I tell people to shut up and let the kids feel happy by talking. As happy as a client can be when they confide in me, it's that simple.
Information Four
Listen more and talk less, understand the needs of customers, and collect various relevant information from customers. According to Joe Girard, it doesn't matter what you're selling. If you are willing to spend a little time every day to understand your customers, make preparations, and pave the way, then you will not worry about not having customers.
Chen Xiaoshen: Is it because of your good word-of-mouth that in the later stages of your career, many people took the initiative to buy cars from you, without you needing to open up many new customers?
Joe Girard: Yes. Because of word of mouth, everyone tells each other about me. You need to make an appointment, and sometimes you need to wait a week or even 10 days to buy a car. The reason for this situation is not only the service, but also that you never take advantage of others, whether in marriage or in sales. When you buy a car from me, you are the only customer who gets such a low price. So where will you buy it next time? Not only did you come to my place, he also came to me because you told him you bought it $1,000 cheaper than he did. I never hurt others, because if you hurt someone, do you know what you hurt? yourself. With price and service, through word of mouth, people were lining up like crazy to buy a car from me. Do you know why? Because I'm a good person.
Information 5
Why do so many people know about Joe Girard? The reason is simple: Joe Girard sells himself better than any salesman. Wherever he goes, he delivers business cards to people. When paying the bill at a restaurant, he would hand a box of business cards to the waiter and give the waiter a generous tip to distribute the business cards for him; when giving a speech, he would throw a lot of business cards into the air and let the waiter distribute the business cards. Flying like snowflakes all over the sky. You may be surprised by this approach. But it was these little pieces of paper that made people know Joe Girard and helped him sell cars one after another.
Chen Xiaoshen: I also noticed when you came in just now that the first thing you do when you see everyone is to hand over your business card. From reading your introduction, I also understand that you place special emphasis on the role of business cards in sales. How did you realize this and how did you do it?
Joe Girard: Many years ago, when I saw people handing out business cards all over the place, I realized it was a very good idea. I made contact with you through my business card, and boom, I handed you my business card and gave you one more option.
As I walked away, I thought to myself, George Lard, she got your business card, she either keeps it or throws it away, who knows. Maybe she needs it, maybe she heard others say that I am a salesman. I contact you by handing you my business card. The act of handing over a business card is like a farmer sowing seeds. After sowing, the farmer will reap what he has paid for. I used to go to baseball or football games carrying over 10,000 business cards. Every time there is a wonderful shot, I cheer and scatter business cards. I'm promoting myself, I'm not hiding myself. Hey Eddie, give me a business card and I'll give you one of mine. Oh, well, I felt silly and embarrassed to give the business card. I said, "Addie, wake up. If you don't tell people who you are, what you do, and what you sell, how are people going to come to you? Wake up, Addie. And her life took a turn because I Teach her how to send out so many business cards.
Chen Xiaoshen: If you send out so many business cards, say more than 100, how many of them will produce real results? Will it be like you buying a car?
Joe Girard: Yes, 95%. Why not 100%? If the 5% have passed away. If they were still alive, I would attract them back because I would give you fair and low-profit prices and meticulous service. Who else would you go to but Joe Girard? I won’t look for it anymore.
Information 6
Joe Girard has a famous saying: “The real start of sales is after the deal is made, not before. " He firmly believes that continuing to care about customers after completing a transaction will win both old customers and new customers. Therefore, Joe Girard sends tens of thousands of greeting cards signed by him to his former customers every month. Let customers always remember Joe Girard, and always remember that to buy a car, you only need to go to one person, and that person is Joe Girard.
Chen Xiaoshen: You are here. In your career, as you just mentioned, you send some postcards to customers every month and every year. Do you also send them to potential customers who may become your car-buying customers? Nowadays, with the development of the times, there are many people. Do you still write handwritten postcards to your clients despite using email?
Jo Girard: Sending personal letters is a lazy way to go. The world is changing, and electronics have emerged. Email, electronic billing. Personal contact is always there and important. People buy people. Because you can't just buy a car by email, you need to know who is selling it to you. What do you do? As I just said, give me 6 months in China. In just 6 months, I will have an earth-shattering impact, because I will once again create a sales kingdom that will spread word of mouth and attract customers. You can't escape my promotion. There is only one possibility to escape my promotion, that is, if you pass away, you will hear George Ladd's name above the earth, and your soul will come back to find you. Me. Haha.
Chen Xiaoshen: So your Guinness world car sales record was set thirty or forty years ago. Now the entire social environment has changed a lot, the industry has developed, and the business environment has also changed a lot. , before interviewing you, I also communicated with our local car sales staff in China. They would like to ask you that in selling cars in China, sales staff need to have deep interpersonal relationships. Maybe because of their family background, they may be able to sell cars. After placing a large group order, they quickly gained a lot of wealth. Others have relatively mediocre family backgrounds and do not have particularly strong connections. They also feel that they have to make small orders every day. How can they end up like you? What about success?
Joe Girard: Treat people with care, get up at 5 a.m. and go to bed at 11 p.m. I used to work 16 or 17 hours a day like many companies. Give 100% effort as required. Get rid of laziness, push down the wall, open your eyes to the world. Some people may accuse me of working seven days a week, 16 or 17 hours a day. "Oh, I don't want to be like Joe. "Don't even think about living like that." You are actually making excuses. "I don't want to work like that, I don't want to work like that. "If I put in 100% effort, I would have starved to death. You need to put in 150% effort like many successful people!
End:
Joe Girard is A legendary figure in the marketing world and a great salesman.
He has a strong sense of professionalism and is able to infect those around him with his enthusiasm and actions. Joe Girard believes that his contagious quality is a "spark", and he firmly believes that "a spark can create a raging fire."