Do a good job before you start.
When you are really ready to start a great action, you need to spend a lot of time to make sure everything is ready; Even if it is only because of the east wind, consider the possibility that it can be used for you.
Salespeople always have to make some preparations before selling. Even if it is a strange visit, I will not knock for the sake of knocking. You should do some research to make sure you knock on the right door. This kind of preparation or basic work varies according to the products or services provided by the sales staff. But through the preparatory work in advance, the salesman will find as much information as possible from the potential customers, such as his living habits, his family, his concerns, his interests, his hobbies, his requirements, his needs, his desires and all relevant information.
With these, when the salesman enters the sales promotion stage, he can tell the customer's problems (because he has made preparations) and provide solutions to customers. At this point, the customer will have a good impression on you, and he will accept your solution quickly without doing any more work.
"Always be ready" is not only the motto of boy scouts of america, but also the slogan of Chinese Young Pioneers and the motto of every salesperson. Because if you are fully prepared for sales promotion, it will greatly enhance the self-confidence of sales staff. When you know the products of our company and competitors like the back of your hand, know what problems customers have, and at the same time you can propose solutions, customers will have the impression that you are different from other salesmen. And the only way to achieve this step is that you must make full preparations in advance.
John W. Galbraith, the largest real estate developer in the United States, also deeply felt the importance of preparation before marketing. His son Dan is now the head of the company, and Galbraith often talks with great interest about how Dan makes full preparations for an important promotion: "Once, Dan and I were discussing a business with the president of a big company, involving the sale and leaseback of a building worth $6 million. This kind of business often requires you to know everything about interest rates and rents. A decimal point fluctuation in interest rate may lead to 10 or 20 years of overcharge or undercharge of a large amount of rent. So, before talking to this company, I suggest Dan memorize the rental form with interest rate between 3.5% and 5.5%.
"Maybe you can't imagine that when we entered the final stage of the negotiation, the boss of that company asked us to work out several different rent amounts corresponding to different interest rates. He must have thought that we would borrow a calculator from him, but we didn't. Dan worked out the answer quickly and effortlessly. The boss naturally understands that Dan has made full preparations before the meeting. Of course he knew that no one could work out those interest rates in his head so quickly, but Dan obviously left a deep impression on him. Dan won his respect and he was full of confidence in us-we finally reached a deal. "
Galbraith insisted: "You must be prepared, because that is the foundation of everything. The more you know about your business, the better. Nothing is more rude and presumptuous than walking into other people's offices and wasting their time; If you can't answer all their questions, you are wasting their time, including your own. "
Strive for face-to-face opportunities with customers
The best way to communicate effectively is to look each other in the eye. Therefore, it is important to strive for face-to-face opportunities with customers.
The ultimate goal of promotion is to stimulate customers' desire to buy and urge customers to take purchase actions. To stimulate customers' desire to buy, it is necessary to get the opportunity to communicate face to face with customers.
At the stage of approaching customers, salespeople successfully attracted customers' attention and interest, and won valuable opportunities to negotiate sales promotion with customers. In order to negotiate effectively and make customers actively participate in the negotiation, the salesperson must leave a deep impression on the customer at the beginning of the negotiation, and it is always correct to take the customer's needs as the center. Therefore, at the beginning of the negotiation, the sales staff must find ways to find out the customer's needs at the moment, conduct the sales negotiation well, at least in a friendly and cooperative atmosphere, and improve the efficiency of the negotiation.
Some salespeople, after winning the opportunity of negotiation, talk about their own products, or their own price policies, or preferential measures for customers, but don't think about and judge what customers are considering at the moment and what they are most concerned about. So I often talk for a long time, and finally I am impatiently perfunctory by the customer and say, "If you need your product, I will contact you. Bye."
In order to make sales promotion revolve around customers' needs quickly, in face-to-face communication, salespeople can grasp the general demand law of sales objects, make tentative introductions and questions on this topic, try to mobilize customers to speak and let customers express their intentions, so as to accurately judge customers' real needs.
With the continuous development of the socialist market economy, people have more and more opportunities to contact salesmen, and people are more and more rational and selective in buying. Relevant research shows that people are always more willing to believe those objective and appropriate marketing statements, and are always convinced by those salespeople who introduce their products and services objectively and appropriately, treat other competitors objectively, appropriately and fairly, and answer and promise customer requirements objectively and appropriately.
To convey information objectively and appropriately, we must adhere to facts and realistic possibilities and guide customers to pay enough attention to purchase evaluation. For example, a customer needs to buy a computer processing system in China, but the customer wants to buy it at the price he thinks fit. At this time, in face-to-face communication, the salesman can guide customers to understand and evaluate other factors of this purchase decision more comprehensively, such as sales, after-sales service, training, maintenance, upgrade and so on. In fact, most customers are not sure what important issues need to be considered when making a purchase decision.
Face-to-face communication can also induce customers' purchasing motivation.
Psychological research shows that buying behavior is dominated by buying motivation, which comes from people's needs. The so-called meeting demand is to help customers solve problems on the basis of understanding their needs. Therefore, to induce customers' purchase motivation, the first thing is to understand customers' needs, help customers sort out problems, think about problems and seek solutions to them.
Judging from the customers' purchasing motives, they are not buying fashionable clothes, but beautiful and generous, and they are not buying automatic machine tools, but efficiency and processing means. To induce customers' purchasing motivation, we must appeal to customers' needs and let them know the benefits or utility that the products we sell can bring. In the conversation, on the one hand, salespeople can use the healthy and reasonable consumption concept and atmosphere of society to induce customers' purchasing motivation; On the other hand, we can also use customers' needs and problems to persuade customers to accept new ideas, change their original consumption habits and attitudes and buy new products.