Ten steps of sales (① preparation before sales, looking for customers, ② approaching customers, ③ systematic introduction and display of products, ④ handling customers' objections, ⑤ suggesting customers to buy, facilitating transactions and closing, ⑤ recovering accounts, and ⑤ after-sales service).
Sales staff management (self-management, target management, time management, personal growth promotion)
Basic knowledge of sales (basic concepts of sales, basic cognition of sales, personal development of sales staff)
The first lecture: the basic concept of sales
First, introduction. The methods used by sales theory and technology in the past are still applicable now. Sales is also an art. At first, we have to work hard on technology, but what is more necessary is to experience it with our heart. Salespeople don't have to deliberately pursue that magical and shortcut sales technique, which may not be suitable for them. Only by constantly practicing basic skills, reaching perfection, and integrating with mind, concept, thinking, belief, emotion and will can we reach the peak. Trained an excellent sales expert. Knowledge economy affects sales.
Second, the influence of social evolution on sales-the influence on consumers, products, prices, marketing management and sales personnel.
1. Impact on consumers. Knowledge-based economy has influenced the habits and thinking of the whole society, as well as our personal demand for goods.
2. Impact on products. Knowledge economy has greatly changed the extension and connotation of products, requiring enterprises to develop new products and put them on the market as soon as possible.
3. Impact on price. Information technology revolution: distribution channels.
4. Impact on marketing. Enterprises must carry out marketing innovation, including the innovation of marketing concept, marketing system and marketing management. The innovation of marketing concept should be changed from the traditional marketing concept of meeting customer needs to the new marketing concept of meeting and creating customer needs; the innovation of marketing system should be changed from the traditional hierarchical system to the flexible marketing organization, and the trend of global enterprise flexible organization is to require flattening, networking, intelligence, virtualization and globalization.
5. Impact on sales staff.
Three things that salespeople must know:
First, sales work is a very difficult job, which can be divided into difficult, relatively difficult, very difficult and extremely difficult.
Second, the salesperson must be an active person, and engaging in sales work is not an armchair strategist, so you must be an active person; Sales work is to create the environment, not the product of environmental shaping, but also the master of life;
Third, only by continuous learning can we better stand on the society. People engaged in sales work will devote themselves to the development of individuals and enterprises, and their lives will change because of their own changes.
Fourth, the meaning of sales. The core problem of sales is to convince customers. Sales is also an art of introducing goods to potential customers.
Verb (abbreviation of verb) The characteristics of sales work: initiative; Flexibility; Service; Contact information; Interoperability; Timeliness. Everything done in the sales work is effective.
Six, the five elements of sales: 1, the main body of sales, that is, the overall macro environment, sales channels, markets, competitors and the impact of the whole society on us. 2. The sales target is how to let customers know our products, price, location, time and quantity. 3. The sales target is the goods and services we sell (quality and price, sales mix, natural environment, technical environment and political environment). 4. Sales methods include introduction, persuasion and advertising. 5. Sales environment, including population environment, natural environment, economic environment, technical environment and political environment.
Seven, sales personnel should establish responsibilities and concepts.
(1) responsibilities of sales staff (what are they doing): 1, market research, 2, sales plan; 3. Products sold; 4. Supply and demand information; 5. How to comply with the company's regulations; 6, familiar with the sale of goods or their manufacturing; 7, the process of delivery; 8. After-sales service regulations; 9. Work record.
(2) The concept that salespeople should establish: 1, the market concept (always introduce the best products to customers); 2. The concept of competition (how to surpass competitors); 3, the concept of contribution (how to do the best and make customers most satisfied); 4. Service concept (how to do the best and make customers most satisfied); 5. Develop ideas (how to win more customers); 6. The concept of contingency (taking contingency measures when the social environment changes); 7. System concept (the process should be systematized); 8. Information concept (information is very smooth); 9, the concept of time (time is efficient); 10 quality concept (continuously improve their own quality).
The second lecture: the basic cognition of sales
First, introduction. Sales is enthusiasm, struggle, effort and patience, and sales is persistent pursuit. Sales is a job of constantly meeting challenges and helping others.
To be a good salesman, you must have: 1, missionary spirit, and constantly visit customers; 2. Like a philosopher, the spirit of seeking knowledge and seeking truth; 3. Scientists emphasize systematization and organization; 4. Athletes, breaking past records; Social reformers should improve their work and pursue Excellence.
Second, establish a new sales model.
Traditional sales model: customer relationship 10%→ demand assessment 20%→ product introduction 30%→ clinch a deal sales 40%.
Modern new sales model: customer trust relationship 40%→ demand assessment 30%→ product introduction 20%→ closing sales 10%.
The method of establishing a new sales model: 1, to provide customers with suggestions or information, so that customers have more choices and more reference data; 2. Win the trust of customers with integrity; 3. Don't cheat customers by opportunism; 4. Guide customers' interest; 5. Guide sales from the perspective of customers' own interests.
What sales staff should do to establish a new sales model; 1, always care about customers; 2. Spend time with customers; 3. Respect customers 100%. Objective: To establish a good impression; Promote social recognition.
Third, the 80/20 rule of sales and the theory of decisive advantage.
(1)80/20 rule. 80% of the time to prepare, 20% of the time to reach a deal;
(2) The theory of decisive advantage. The success of salespeople is often that 80% people play well internally, while the knowledge or skills of sales only account for 20%; The details themselves virtually occupy a decisive position.
Fourth, how to improve the sales quality:
The ability that salespeople should improve: 1, expression ability, smile; 2. Ability to act; 3. Listening ability; 4. Self-education; 5. Service ability; 6. Understand the customer's spending power (whether the customer can afford it, whether the customer has the right to decide, and whether you can provide his best needs).
Sales staff should have several abilities: 1, smart and resourceful; 2. Humor ability; 3. Intelligence, imagination and creativity; 4. enthusiasm.
Several details that salespeople should do: 1, constantly enrich their knowledge; 2. Start working; 3. Be diligent; 4. Words and deeds should satisfy customers.
Lecture 3: Personal Development of Sales Staff
A, sales personnel should have 12 ability:
1, positive psychological attitude, be a positive person, input determines output, thinking quality determines the quality of life, and change the inside to further change the outside;
2. Good interpersonal relationship;
3, good health, appearance and perception make people feel very comfortable;
4. Cognition or understanding of products;
5. Customer development ability;
6. Ability and skills to contact customers;
7. Product introduction skills;
8. Skills and ability to handle customer objections;
9. Skills and ability to complete sales;
10, customer service and management capabilities;
1 1, the ability to collect money;
12. Time is put in the most productive and effective place.
Individuals must first learn to change themselves before trying to change society.
1905, American economist William? James said: "The greatest revolution of our generation is to find that everyone can change the external living environment by adjusting their internal mentality."
Second, the self-psychological view of pursuing growth. That's who you think you are. There are three contents: self-expectation; Self-image; Self-affirmation.
1, self-expectation; A serious commitment to your goals determines the direction of life.
2. Self-image: Looking at and evaluating your current ability is what kind of person you think you are.
3. Self-affirmation: How much you like yourself.
Third, the obstacles to the improvement of sales performance: inferiority, no sense of value.
Fourth, cultivate personal charm.
1, the constituent elements of personal charm: silent language makes people feel that you are stable and mature; Expressiveness, content; Listening ability makes people feel that you value others and listen more; Persuade, the ability to persuade to buy; Time and space force you can get along well with everyone; Interpersonal skills, the ability to adapt to others; Insight, your knowledge and insight should be enriched.
Charm is not born, it is important to get it through personal efforts.
2. Carefully cultivate personal charm.
Have the right to write: do things in a planned way; Do it; Constantly correct in the process of doing it; The power to act again.
KASH: rich in knowledge; Skills; Attitude; Good habit.
Fifth, the law of sales psychology: the law of firm belief; Law of expectation; Emotional law; Law of attraction; Law of indirect utility; Relevant laws.
1, firmly believe in the law: always be sure of yourself 100%, persistently do the right thing and believe in yourself. I like myself, and I believe I am really great.
2. Law of Expectation: When doing anything, always imagine flexibly and expect positively.
3, the law of emotions: learn to control your emotions and not be influenced by others.
4. Law of Attraction: As long as we are kind to others, we believe that others will be kind to us.
5. Law of Indirect Utility: Everything we do will have an impact.
6. Related Laws: Everything you do will have a related impact.
Do the right thing.
Six, exercise mental health quality method:
1, positive self-dialogue: say positive words, change body movements and change your expression.
2. Positive personal image: Make people feel that you are a popular person from the inside out.
3. Active and healthy food; We should constantly enrich our knowledge and actively exercise and develop ourselves.
4. Positive friends: Make friends with positive people, not those who are full of excuses and negativity all day.
5. Positive habits:
6. Positive action: Take immediate action. Do the right thing, regardless of what others think.
Seven, the sustainable development of personal strength:
1, take full responsibility for yourself.
2. Positive explanation: Everything happens for a reason and a purpose, which is good for me.
3. Commitment to Excellence: There are no lazy people in the world, only those who don't have enough goals to attract him. Insist. Be responsible for everything.
4. Thanksgiving: Learn to be grateful.
Ten steps of sales (① preparation before sales, looking for customers, ② approaching customers, ③ systematic introduction and display of products, ④ handling customers' objections, ⑤ suggesting customers to buy, facilitating transactions and closing, ⑤ recovering accounts, and ⑤ after-sales service).
Step 1: Preparation before sale
First, long-term preparation. Make a good plan: 1, and collect facts; 2. Choose practical things for the purpose; 3. Draft decision plan; 4. Make an implementation plan; 5. Put it into practice.
5W 1H: 1。 what is the purpose? 2. What is the content? 3. Where is the place? 4. When? 5. Who will carry it out? 6. What kind of method?
Second, short-term preparation: 1, to understand the sales area (consumption level, consumption habits, customs, people's feelings); 2. Understand competitors, and always analyze how competitors do it and what methods they are taking; 3. Understand the potential customer (investigate his purchasing power, credit status, ability to pay, etc.); 4. Find key people; 5. Arrange the itinerary reasonably; 6. Bring business tools; 7. Bind your instrument; 8. Have a positive attitude.
Third, salespeople should do well in three aspects in sales work:
(1) Plan the work. 1, do market analysis (market research, intelligence gathering, intelligence analysis and interpretation); 2. Sales target; 3. Visit plan, channel development plan, customer development plan and customer visit plan).
(two) the implementation of the plan. 1. Visit and develop new customers; 2. Consultation.
(3) management. continuously
Carefully analyze and count your sales targets.
Fourth, ways and means to develop prospective customers: 1, information inquiry method, local yellow pages and web pages; 2, carpet visit method, visit one by one; 3. Chain introduction method; 4, the influence center, looking for the main person in charge; 5. Market research methods; 6. Advertising Development Law; 7. Entrusted assistant method, entrusting relevant people to help you introduce; 8. Market consultation law; 9. Personal observation method; 10, competitive substitution method; 1 1, mail delivery method.
After finding prospective customers, we should classify them.
5. Looking for future gold customers.
When you have customer information, you should find out the prospective customers (future gold customers): 1. Find out whether these customers have urgent needs for your products; 2. Is there a cost-effective relationship between your product and the customer's solution? Will he benefit from buying your product or help him solve the problem? 3. Are these future gold medal customers positive about our industry, products and services? Is it possible for potential customers to bring us a large number of orders? 5. Is the potential customer the core of the impact? 6. Whether the credit and financial problems of potential customers are good; 7. Is the potential customer's office far or near our company?
Sixth, psychological preparation before sales: 1, to understand self-image; 2. Ways to change the image; 3. Psychological rehearsal; 4. Visual imagination; 5. Take on the role.
Step 2: Ways and means to find customers.
I. Customer development strategy:
Think and ask yourself seven questions: 1. What am I selling? 2. Who is my client? 3. Why do customers buy? 4. Where are the future customers? 5. When did they buy it? 6. Who is my competitor? 7. Who is not my client?
Second, the reason why customers buy:
(1) There are only three kinds of buying decisions for customers: 1, buying your goods and services; 2. Don't buy your goods and services; 3. Buy other people's goods and services.
(2) Customers have two kinds of psychological obstacles when buying: one is fear of making wrong decisions, and the other is ignorance. First, fear: he wants to buy the best, not fake or inferior goods, and he is afraid of making the wrong decision. Ignorance: He really wants to buy it, but he doesn't know what benefits this product or service will bring him.
(3) There are two main motivations for people to buy: one is fear of losing; The second is eager to get it. Fear and desire drive people to buy.
(4) The decision-making process of customers' purchase: 1, identifying problems; 2. Collect information; 3. Parity selection; 4. Purchase decision; 5. Purchase action.
Third, how to develop big customers.
When developing customers, we should: 1 and arrange the time effectively; 2. master the skills of making phone calls; 3. Organize customer information. Distinguish the types of customers; 4. Be familiar with your products (product features, product advantages, benefits brought by advantages, and relevant supporting information).
Sales is to meet the needs of customers, sales is to find and answer customers' questions, and it is also to educate customers. Sales is to help customers solve problems and get the maximum benefit with the least time, the least investment and the least cost.
Everyone believes what he sees rather than what he hears.
Step 3: approach the customer (what is approach, preparation before approach, premise of customer purchase, approach method, approach method, etc. )
First, what is proximity?
Approaching is the stage from contacting potential customers to getting to the point. Within 30 seconds of getting close to customers, it will determine the success or failure of our sales.
In the process of approaching, we should pay attention to:
1, the theme is clear.
2. Choose the way to approach customers: telephone; Direct access; Letters.
3. Steps to approach words: address each other by their first names (everyone likes to say their names from others); Introduce yourself (clearly state your name and company name); Thank each other for the interview; Greetings; State the purpose; Praise and inquiry (attract attention, interest, desire to buy, make an impression, produce purchase, purchase satisfaction).
4. The essentials of getting close to customers. Have a keen observation when contacting customers, and find out customers' needs by asking in the process of greeting; Try to open the customer's defensive psychology; Customers are not people who buy goods, but people who buy and sell goods. The key to successful sales performance is to make customers like yourself.
Second, the preparation before approaching: 1, practice eloquence. Expression is the most basic skill of salespeople. 2. Expand interpersonal relationships. A customer can refuse your goods and prices, but he can never refuse your concern for him. 3. Set the visiting goal.
Third, the premise of the customer's purchase: 1, trust, trust the salesperson; 2, valuable, feel that the product is valuable; 3, utility, the product is useful to yourself; 4, confidence, customers believe that they have not made a wrong decision.
Fourth, the approach to customers.
When contacting customers, ask yourself a few questions first: Do customers want your products? Does your product really meet the needs of customers? Can customers afford it?
Close to customers: 1. Understand the four stages of sales; 2. Create interview opportunities; 3. Eliminate the nervousness of initial diagnosis; 4, easily bring into the topic.
1. Four stages of sales: selling yourself → selling effectiveness → selling goods → after-sales service. Do a good job in after-sales service, and the transaction rate of customers introduced by customers is 15 times higher than that of customers developed by themselves.
2. Create interview opportunities: pay attention to your clothes, words and deeds during the interview. First of all, satisfy customers' sight, hearing and feeling, and always pay attention to their clothes.
3, eliminate the tension of the first visit: use open-ended questions (do you know this? Are you here to sell this time? How should this method be improved? ) Don't insist on the principle, make progress by retreating; Pay attention to the interests of customers.
4, easily bring into the topic: let customers have self-esteem; News; Interests; Interest.
5. Approach customers. There are five common ways to approach customers: direct visit, direct mail, telephone visit (from appointment to appointment), fax visit and email.
Step 4: Introduce the product systematically.
1. What is a product description?
Product description is a systematic statement of the characteristics, advantages and special interests of products through a series of demand confirmation, thus causing customers to have a desire to buy.
When introducing the product description, we should first explain the purpose of the product, and describe the characteristics and advantages of the product, as well as the benefits brought by the characteristics and advantages to customers.
The purpose of product description: remind customers to pay attention to the current problems, let them know what problems your product can solve for them, and then make them want.
A successful product description has three characteristics: let customers believe that you can do it; Let customers feel your enthusiasm; Solve the problem from the customer's standpoint.
Second, the skills of product description.
Two principles should be grasped in product description: 1 and FABE principle (tell product features, product advantages, benefits brought by advantages and related supporting information); 2. Point out the problems and improve the countermeasures.
Three, the six steps of product description:
1, a set of vivid and attractive opening remarks.
2. Point out the problems customers want to solve, the needs they want to meet and the solutions.
3. Focus on the product.
4. Resolve customers' doubts in advance. Be careful not to criticize your competitors.
5. Handle customer objections.
6. Ask the customer to sign the order.
Matters needing attention in the process of explanation: keep a good relaxed and happy explanation atmosphere; Never argue with customers; Be prepared in advance (rehearse the explanation process in your mind)/
Four, the syllogism method of product description (stating the facts of the product → explaining the special properties of the product → explaining the benefits that the product brings to customers):
1. First, briefly state the facts of the product (internal and external packaging, weight, structure, transportation and service life);
2. When explaining the product, we should explain the particularity of these facts;
3. Explain the benefits it brings to customers. We should also provide extra benefits (gifts) for our customers.
5. Picture explanation method: Use the information and pictures you carry with you to impress customers, increase their sense of participation, make them easier to understand and attract their attention.
Step 5: Product presentation (explaining and presenting products systematically)
First, the skills of product display
Two elements of the exhibition: 1, the product itself; 2. Salespeople's feelings and presentation skills to customers.
Presentation principle: according to the needs of customers, state it in the form of characteristics and interests, and prove it to customers through practical operation.
Product display is not to explain product characteristics, but to stimulate customers' desire to buy. Taboo of display: only do demonstration operation and explanation of product function.
II. Product display type: 1. Ask the customer to agree to send the product to the customer for display; 2. Invite customers to visit the company's product showroom; 3. Hold exhibitions and invite customers to participate.
Highlights of the exhibition: 1, pay attention to the drama; 2. Let customers feel it personally; 3. Can give moving examples; 4. Be sure to let customers understand and popularize technical terms; 5. Involve customers; 6. Grasp the customer's concerns.
Third, the words of product display: first, standardize the words; The second is the application of discourse.
Preparation steps of exhibition discourse writing: 1, to find out the problems that customers care about; 2. List the characteristics and advantages of the product; 3. Find out what customers expect to improve; 4. Advantages and benefits of combined features; 5. The special benefits the product brings to customers; 6. Summarize the benefits that products bring to customers; 7. Ask the customer to sign the product item.
The main points of the show: 1, touching the interests; 2, cause * * * sound; 3. Solutions; 4. Arouse recognition; 5. Request a transaction; 6, positive thinking, everything has different positive explanations, depending on the positive.
Man has a weakness: he believes what he sees.
4. Introduce products or services systematically.
The salesperson introduces the main points of the product: 1, and introduces the purpose of the product first; 2. Pay attention to the tone of introduction; 3. Matters needing attention.
Introduce the win-win strategy of products: 1, vitality, and salespeople must keep a sense of vitality; 2, entertainment, so that customers have a sense of participation, relaxed and happy; 3. Education.
When introducing products, avoid: 1, arrogance; 2. Interrupt the customer's conversation; 3. Tell vulgar jokes; 4. Inappropriate words in speech; 5, the sound size is not appropriate; 6. Read the wrong word.
Verb (abbreviation of verb) How to deal with different types of customers.
General customer classification: 1, outspoken type; 2, calm and calm; 3. Friends are social; 4. Isolated exclusive type; 5. bargaining type; 6. Indecision; 7. Positive and arbitrary.
1. How to deal with a straightforward customer: First of all, don't make him angry. You must choose your words carefully. Don't comment on anything You should be a good listener and praise him in time.
2. Calm and calm customer coping methods: Persuasion skills should be logical, indicating that figures or examples must be used, the conversation content must be in line with the interests of the other party, long-term communication is needed, and attention should be paid to one action.
3. How to deal with friends' social clients: keep sincere communication, make him feel that he is your good partner, learn to keep pace with him and not offend each other.
4. How to deal with isolated exclusive customers: Make sure he feels "I like you very much", learn to keep pace with him and not offend the other party.
5. How to deal with bargain customers: honesty and integrity?
6. Steps to introduce products and services systematically
Salespeople must love the company, products and themselves from the bottom of their hearts. Only by loving yourself, the company and the products can you show your inner enthusiasm and make customers feel that everything you say is true.
Steps for a salesperson to introduce a product or service: 1. Discover customer needs; 2. prepare; 3. Introduction of product features; 4. Learn to use props and equipment.
Step 6: Handle the customer's objections.
Customer objection is the disapproval, questioning or rejection expressed by any behavior or words of customers in the sales process. Sales begin with the customer's refusal.
1. Customer objection type: 1, real objection, that is, the customer really doesn't want it, and there is also a false objection (I am busy, just leave the information); 2, implicit objection, customers generally do not say no.
The significance of customer objection: objection is the best display to express customers' inner thoughts; Customer objections can shorten the distance of orders after they are resolved. Objection also means that the products you provide him can't meet his needs at present. Objection is what customers want.
Getting more information also means that customers still want something from you.
Second, the reason for the objection: 1, the customer refused to change; 2. The customer's emotional reason may be that he was in a bad mood at that time; 3. The customer has no intention to buy; 4, the customer budget is insufficient, the customer will not say that there is no money; 5. Customers don't want to spend more time talking to you; 6. Customers don't want to buy at all; 7. Customers are disgusted with the sales staff; 8. Customers lack communication in sales; 9. Customers feel disrespected.
Three. Principles and methods of handling customer objections
The principle of handling customer objections: never argue with customers.
Methods for handling customer objections (ignoring method, compensation method, Taiji method, inquiry method, question-and-answer method, direct rebuttal method):
1. Ignore method: smile and agree with customers' personal opinions to satisfy customers' desire to express.
2. Compensation method: admit that the products proposed by customers are insufficient and provide customers with certain compensation; The advantages of products are very important to customers, and the advantages that products don't have are not important to customers. Compensation method is widely used.
3. Tai Chi Method: Leverage the strength to directly turn the customer's uncertain objection into the reason why he must buy.
4. Inquiry method: Ask the customer about the solution.
5. Ask and answer questions:
6. Direct rebuttal: Be sincere and don't hurt the customer's self-esteem.
Fourthly, discuss the skills of customer rejection and handling customer objections.
Factors of customer rejection: 1, price factor; 2. Commodity factors; 3. Service factors; 4. Supply factors; 5. Purchase factors; 6. Customer factors.
The form of customer rejection: direct rejection; Indirect refusal; A veiled refusal (silence).
Common customer rejection words: let me think about it; No need; No money; Can't afford it; We don't have this budget;
The form of customer rejection: 1, resisting sales; 2. Contact again later; 3. Intentional opposition; 4. Subjective resistance; 5. Malicious resistance; 6. Deliberately showing off; 7. Refusing to make a statement; 8. The final gap.
The sales staff should master the essentials of rejection: 1, very excited, showing interest in listening; 2. Concentrate on finding out why customers don't want it; 3. Don't be opinionated.
Five, how to deal with customer objections to the price?
Without the willingness to buy, there is no need for price negotiation. If you have no desire to buy, you must not talk about the price with him.
(1) How to deal with customer's discussion about price: 1, discussion about slow price; 2. Explain the benefits and benefits; 3. Reasonably debate the price; 4. The value exceeds the price; 5, the sandwich method of added value, money is the exchange of value.
(2) How to deal with the situation that customers think the price is higher: 1, and prolong the service life of products; 2. Compared with expensive products; Don't involve customers in price issues.
Step 7: Put forward opportunities for customers to buy and provide suggestions.
Suggest opportunities for customers to buy:
First, introduction. Get along well with customers; Don't turn the customer's account into something important.
Second, establish a sense of closeness. The method of establishing affinity: 1, speak in the way of customers and learn to speak from the standpoint of customers; 2. block the customer's way; 3. block the customer's way; 4. Breathe with the rhythm of customers. Synchronize with customers: try to cooperate with customers' different vision, hearing, rhythm, thoughts, actions and ways of processing information.
Establish affinity: let customers admit you → know you → accept you → like you → respect you → trust you.
Third, a new level of successful sales.
You must influence yourself before you can influence others.
A new realm of successful sales: getting affinity → finding demand → establishing standards → setting goals → checking affinity → proposing plans → collecting objections → responding appropriately → demanding actions → tracking every customer.
Psychological changes at a new level of sales: 1, devote yourself to sales; 2. Be brave to face setbacks and take positive actions to change. Sales begin with rejection. As long as it is right, we must do it bravely.
Fourth, the customer's buying signal: In the sales process, the customer will ask about the price, details and delivery of the product, or the customer will change his posture and start to calculate with a calculator.