First, "if a worker wants to do a good job, he must sharpen his tools first."
1. As a salesperson, you should know your own products and believe in the value of the products you sell. If possible, salespeople should try out the products themselves, learn how to appreciate them, compare their advantages with similar competitive products, realize the advantages of their own products and fully understand the value of new products.
A salesman came to sell cosmetics, and after the necessary etiquette greetings, he explained his purpose. The other party saw the word fruit acid on the cosmetic package and asked him what it meant and what it did. Hearing this, the salesman was at a loss and couldn't talk about it. The result can be imagined. The salesman of another cosmetics company, no matter what the customer wants, answers naturally, tries his best to meet the customer's needs, and his sales performance is far ahead of his colleagues.
Therefore, salespeople must be familiar with their products and answer whatever customers ask. Don't give customers the impression that they don't know what they are selling, so how can we use this product with confidence? Some salespeople have no confidence in selling products because they don't know the products, and even have no chance to win the trust of customers. What are we talking about? Competing for customers?
2. Salespeople should know their own company. If you don't know enough about the company's system and staffing, can a salesman still carry out business activities normally? Furthermore, the company's products are the signs of salesmen, and the company's image and word of mouth are the signs in the signs. Well-known companies or companies with good product quality will increase customers' trust in salesmen, increase their confidence and help customers compete.
The service departments of Ji Cheng Company and Erqi Chemical Company are both chemical products companies, but the sales staff of the two companies are often treated differently when selling products. As long as the salesman who belongs to the former introduces himself as a member of Ji Cheng Company, the other party will immediately give him a dirty look, while the salesman of the latter, whether buying or not, is very kind, at least giving the salesman a comfortable feeling. The salesman of Ji Cheng Company wants to know why customers do this to themselves. After long-term observation, they finally realized that their company's products are often short in weight or poor in quality, and even counterfeit goods appear. Don't apologize for the losses caused to customers, let alone give them a reasonable explanation. Ji Cheng Company is notorious in the chemical sales market, which brings great difficulties to the normal business work of sales staff. However, the practice of Erqi Chemical Service Department is just the opposite. No matter what happens, the customer is always right. Pay for customers and punish salesmen. Strict sales system makes every customer feel at ease to use their products.
We may think that the salespeople of Ji Cheng Company are pitiful and pathetic. While sympathizing, we can't help asking, how can you accept this job easily without a basic understanding of the company?
Second, understand the weaknesses of competitors.
Before selling products, salespeople should not only have a deep understanding of their own products, but also fully understand the products and sales of competitors. If he has a good understanding of the sales situation and weaknesses of competitors, he will be handy in competing for customers and seize sales opportunities more easily. On the contrary, not only can he not compete for competitors' customers, but he will also make competitors doubt his products and affect the company's image.
A manager once said: I don't believe that business can be done well just by passive competition through promotion, but I believe it is a great mistake to prohibit my salespeople from discussing competitors. This shows the importance of mastering the situation of competitors. Grasping the opponent's situation is mainly to grasp the opponent's after-sales service and development speed, the real price of the product, the opponent's weakness in sales and so on. During the Three Kingdoms period, Zhou Yu decorated the boat as a flower boat and paraded around Cao Ying. Knowing the layout and number of Cao Bing, he went back to camp to prepare and took the initiative to attack. As a result, Cao Jun was defeated.
A scheming salesman will know the degree of turnover of the other salesman from the advertisement given by the competitor to a salesman, and then seize this opportunity to win over the other customer. Some salesmen, in order to find out the sales situation of the other party, apply to the other company as a candidate when the other party recruits salesmen or other staff to obtain favorable sales information. Of course, the latter is an immoral way of competition, but we can also know that understanding the opponent's situation has become an effective way to compete for rival customers.
Third, strike while the iron is hot.
The varnish produced by a British chemical company is the best product on the market. A company in a small town in central China often uses the goods sent by Smith, a salesman of the company, and can be said to be a frequent visitor of Smith. With the expansion of business, Smith looks down on customers in this small town because the company doesn't want much goods every time. He gradually changed the way of delivery, unless the senior leaders of this company invited them to have a snack or stuffed them with a gift, they would not deliver the goods. Over time, a chief purchasing representative of this company felt that Smith's approach was too outrageous and arrogant. However, due to the long-term use of their own products, I don't know much about the products of other companies, and I dare not buy them rashly. Just then, Peter, a salesman from another chemical company, came to promote the varnish produced by that company. They tried it and decided to use Peter's product. Peter learned from Smith's previous experience that no matter how much customers want, they will deliver on time to meet their requirements.
We might as well think about it. If Smith treats customers fairly, there will be no customer loss. As a salesperson, we must improve our own quality and be a fair and just marketer.
Fourth, surpass the competitors.
After-sales service, as the name implies, is the service after the product is sold. Just because the product is sold to customers doesn't mean everything will be fine. After-sales service quality is the key for sales staff to compete for competitors' customers. If the after-sales service is not done well, the customer will leave you sooner or later.
Xiao Hao, a salesman of a home appliance company, mainly sells televisions, washing machines and other household appliances. Every time a customer wants goods, Xiao Hao will personally deliver them to the customer's home and put them in the most suitable position according to the customer's requirements. If a customer tells him that he needs maintenance, Xiao Hao will arrive in time and repair them quickly and efficiently. Xiao Chen, a salesman of another home appliance company, also provides door-to-door service, but he doesn't care if he delivers the goods to the door or even goes downstairs every time. The customer asked for on-site maintenance, but he didn't want to meet. After three urges and four demands, he finally came, but the repair was not in place. Before long, the repaired TV began to break down again. It happens that Xiao Hao's customers live not far from those in Xiao Chen. When there is nothing to talk about, the topic is related to household appliances. When customers in Xiao Chen heard Xiao Hao's customer introduction, he was very impressed. After introduction, customers in Xiao Chen met Xiao Hao and experienced his after-sales service. Since then, customers in Xiao Chen will introduce their relatives and friends to Xiao Hao every time they need to buy electrical appliances. Not long ago, almost all the home appliances that my son bought when he got married were sold by Xiao Hao's company.
A paint factory used toluene sent by Xiao Zhang, a salesman of a chemical company, which had quality problems. The resulting paint solidified as soon as it was brushed on the door. The person in charge always pays Xiao Zhang to call and ask him to come and have a look. After reading it, Xiao Zhang found that there was something wrong with his toluene, but he didn't want to compensate for the huge loss. He shirked that he would go back to discuss the solution with the manager, and the result was gone forever. In desperation, Lao paid another chemical company to call, and the salesman Xiao Ren answered the phone. After carefully detecting toluene, he found that the methanol content in it was too high, so he replaced the remaining barrels of toluene through his own company. After that, the toluene used by Laofu was provided by Xiaoren.
Fifth, lock the dealers.
1, and has a good relationship with dealers.
There is an interactive interest relationship between salespeople and dealers. If I am a salesman of a cosmetics company, before I go to a potential distributor to promote products, the potential distributor has established sales relations with salesmen of other companies and has certain customers. Of course, I don't know who the distributor is. After the meeting, this potential dealer is my relative or good friend, so the two words in front of this "potential dealer" can be removed. Compared with me, that salesman is definitely not as good as my relationship with this dealer. The distributor will leave the products of that company for the benefit, but this product must be placed in an inconspicuous position or far away from my product counter. When a customer asks about cosmetics or buys the products of that salesman, the distributor will personally tell him or his people to introduce my products according to the distributor's meaning, thus promoting the success of the transaction. From this, we can understand that a good sales relationship between salesmen and dealers is also a key to compete for customers.
2. Persuade senior leaders to face the dealers directly.
China is a country of etiquette, and the sense of etiquette is deeply rooted. A very important way for salespeople to compete for competitors' customers is to persuade senior leaders to face the dealers directly. Dealers will think that salesmen, leaders and even companies respect and value themselves. The direct visit of the leader will give the dealer a kind of psychological comfort. The secondary market of Panasonic Group caused a crisis because of improper operation by salesmen. The salesman apologized to the damaged dealer many times, but he still couldn't get the dealer's understanding. When the dealer is about to lose money, the sales manager personally apologizes to the dealer due to illness and compensates the dealer for the loss. He sincerely touched the dealers, and the dealers and companies became closer to the salesmen, and their feelings were deeper, which saved the danger of the loss of dealers.
Xiao Liu is a salesman in a cosmetics company. As her competitor, Luo Xiao has a certain understanding of Xiao Liu's dealers. Luo Xiao also tried to promote his company's products, but the effect was not very good. A colleague advised you not to let your manager try. Ronaldinho also thought about it. He told his idea to manager Wang, who agreed, so he went to a possible dealer to promote his business. Manager Wang's sudden visit flattered him. Seeing that his company respected me so much, he offered to think about it, and Manager Wang readily agreed. Two days later, the possible dealer called Ronaldinho to deliver the goods, and the competition was successful.
As a salesperson, try to let the leader face the dealer directly. You know, leaders are older than you, and sometimes you can't do things. If the leader comes forward, the situation will change, because between the leader and the salesman, the dealer is more willing to accept the leader. In fact, no matter which customer is like this.
3, the use of external factors, first strike is strong.
Xiao Li is a distributor of a food company. On this day, he went to this food company to ask for product advertising to improve the sales efficiency of this product. When Miss Feng, the secretary of this company, saw Xiao Li come in, she quickly put down her pen, put the information in her hand in the drawer and went into the manager's office. Xiao Li waited for about five minutes without seeing Miss Feng coming out, so she stood up and walked around. Suddenly, she found a product promotion plan book in Miss Feng's open drawer. Miss Feng finally came out. She told Xiao Li that the company has no plans to advertise for the time being. As it happens, Xiao Li is also a distributor of B Food Company. He has a good relationship with Xiao Wang, the salesman of company B. The next day, he visited Xiao Wang. After greeting, Xiao Li asked Xiao Wang, "Is there any activity in the company recently?" Xiao Wang shook his head. "Nothing is a big move. Yesterday, I went to Company A to do business, and I accidentally found that they were planning a product promotion ... "Xiao Wang told the manager about it, and the manager immediately held an emergency meeting and rushed a promotion plan overnight. The promotion activities were one step ahead of Company A. On that day, many customers of Company A participated in and signed the purchase order.
External factors are like a pair of invisible hands, which have a greater influence than you usually think, so once you seize the opportunity, you should get ahead of your opponent, seize the effective opportunity and seize the business opportunity.
4. Secretly win over the business backbone of dealers.
To give a simple example: As we all know, there are all kinds of wines in the window of every restaurant or hotel for customers to choose from. Xiao Zhang is the salesman of A wine, Xiao Li is the salesman of B wine, and the waiter is Miss Sun. The relationship between Xiao Zhang and Miss Sun is closer than that of Xiao Li. If a customer wants to drink white wine B, what will Miss Sun do? She will definitely say, "Our new Jia wine here is rich in aroma and delicious. You can have a taste. " Then naturally take out the nail wine. This situation is also common in pharmacies.
In a market economy, there are many aspects of sales relations. To know different people, it is necessary to establish good relationships with different people and use their influence to acquire customers. So is the salesman. I won't list them here. Maybe it's "unfinished business".
Six, the use of each other's internal adjustment, infiltration.
Everything in the world is constantly changing, and so are enterprises. Almost every enterprise has to adjust its organization or personnel every year. As a salesman, it is a good opportunity to compete for competitors' customers, because the adjustment period or system of the enterprise is imperfect or the personnel are not in place, and loopholes appear, which makes it easy to infiltrate and squeeze customers.
A food company in Shanghai recently announced that personnel changes will be made due to institutional adjustment, which makes the company nervous. Salespeople don't have time to care about business and customers, and leaders are a little absent-minded in their daily work. Xiao Geng, a salesman of another food company, saw this opportunity and made new arrangements for his business plan. When the opponent has no time to take care of his defense, he lays out and implements one by one. As a result, his opponent's customer base has decreased a lot.
These are all ways to compete for competitors' customers. However, it is a very arduous task for salespeople to improve sales efficiency and compete for competitors' customers, but at the same time, they should be prepared to prevent competitors from competing for their own customers and causing customer loss. As for what kind of method to adopt, it depends on the actual situation of customers and themselves.