"The customer is not interested in my conversation and has a cold attitude towards me. I am embarrassed to stand or walk. "
Salespeople often face the above confusion when visiting customers: what should they say besides talking about sales policies, trading conditions and bargaining with customers?
Every time a salesperson visits a customer, it is impossible to just talk about the details of the transaction. Sales activities are not mechanical sports. Talking about topics other than trading can also promote sales. 1. attract customers' attention and interest.
Customers will not put down all their work and concentrate on the introduction of sales staff. Salespeople must use a topic to arouse customers' interest and pay attention to you. 2. Sell yourself to customers and win their goodwill and trust.
Through some suitable topics, win the recognition of customers.
However, many salespeople often make mistakes in three aspects:
Left error:
When the salesperson met the customer, he cut to the chase and directly promoted the product to the customer. In this regard, the famous Japanese sales expert Erjian Doff commented that "people who talk about business as soon as they open their mouths are second-rate salesmen".
Right error:
Salespeople use circuitous strategies. They meet customers all over the world and don't know what to say, wasting customers' precious time.
Also wrong:
There are also some salespeople who don't know what to say after seeing the customer's purpose, and have nothing to say, which can't arouse the customer's interest and make the customer feel embarrassed.
What does the company say?
There are reasons for failure, and success makes sense. In business, businessmen should talk about business. When a salesperson visits a customer, there are many suitable topics that can promote sales. The following 10 topics can not only attract customers' attention and interest, but also impress customers and win their goodwill.
1. Talk about customers' sales.
Sales staff can ask about the sales situation of the customer company:
Sales are good. What's so good about it?
Sales are not good. What's the problem?
Which of the products operated by the client company sells well?
What are the customer's recent plans? What are their plans?
……
2. Tell me about your company.
Salespeople should become the trumpeters of enterprises and convey the positive information of the company to customers. Customers should not only have confidence in products, but also have confidence in enterprises. When customers feel that your enterprise has strength and development prospects, they naturally have interest in cooperation. Therefore, the salesperson should introduce the company to the customer, including-
New development goals set by the company;
The commissioning of the company's new production line;
Newly introduced equipment of the company;
The company's technological inventions;
The improvement of the company's management ability, such as recently passing the ISO9002 certification;
Superior leaders inspect the company;
Company leaders were rated as model workers, or elected as NPC deputies and CPPCC members;
In which regional markets has the company been very successful recently?
The next big move that the company will launch in marketing and management;
Good news from the company to customers;
……
Step 3 talk about the product
Research and development of new products of the company;
What new products the company is going to launch;
Product advantages and unique selling points;
Where does the new product fit into the market?
Where are the market opportunities for new products?
What kind of products and styles are emerging? What are the declines?
Are there any new products from competing brands? What are the advantages and disadvantages of its new product?
What new products should we develop?
……
4. Talk about customers (users)
What are the consumption characteristics of customers in the local market? For example, brand orientation or promotion orientation?
What are the characteristics of customers in adjacent markets?
What kind, function and style do customers like?
What's popular locally?
What are the differences between different levels of customer consumption characteristics?
How do local customs affect consumers' purchasing psychology?
Anecdotes that happened to customers?
The situation of the second batch of merchants;
The situation of terminal stores;
……
Step 5 talk about market information
The Japanese business community adheres to a marketing principle: "Providing useful information to customers is the best gift that salesmen give to customers." Salespeople collect market information by themselves, and then print the collected market and technical information on paper. Every time he visits customers, he sends out a market information tabloid first. Customers are impressed by the sales staff. The information that the salesperson can provide to the customer includes-
The change of national industrial policy and its influence on sales;
Industry news of the product;
Operation of neighboring markets;
Trends of competitors;
Selling other similar products in the local market;
Industry development prospects and opportunities;
……
Talk about experience
Salespeople can introduce some meaningful, inspiring and useful successful experiences to customers-
Success stories of other customers;
Sales experience of our products in other markets;
Introduce the operation mode of relevant formats;
Introduce the source and guarantee of interests;
Ways to save money by cooperating with relevant formats;
What are the good experiences of competing products?
Are there any good promotion methods in other industries?
New promotion methods learned in books, newspapers, magazines, television or other enterprises;
Practical marketing and management methods and experience;
The solution and experience of a problem that the customer is currently concerned about;
My recent inspiration;
What books did you learn from?
Put forward improvement suggestions on some problems in customer marketing and management;
……
7. Talking about service flow and management system
When I was giving a lecture in an enterprise, I saw such a scene: the customer and the regional manager quarreled. It turns out that the company faxed a new sales policy to the dealer at the beginning of the year. Because the two sides have cooperated for many years and trusted each other, it happens that the regional manager is at the customer's office. If the customer doesn't read the insurance policy carefully, let the regional manager explain it. The regional manager introduced the company's new sales policy. By the end of the year, dealers came to the company to honor the policy and felt that the rebate was tens of thousands less. It turns out that the customer's understanding of the sales policy after listening to the regional manager's explanation is different from the actual policy of the company. The dealer thinks that the regional manager's explanation is wrong, so he quarrels with the regional manager. Therefore, whenever the company introduces new sales policies and promotion policies, the sales staff must introduce and explain them clearly when visiting customers, so as to avoid ambiguity and unnecessary misunderstanding. Specifically including-
Company rebate payment procedures;
Application procedures for promotional activities;
Other resource application procedures;
Delivery logistics management procedures;
Warehouse operation management procedures;
……
put forward proposals
Feng Jipeng, vice president of P&G Greater China, said: "Our salespeople often sit down with retailers to find ways to expand sales, which is more effective than giving each other shelf fees." Salespeople should give customers some valuable opinions and suggestions, that is, do a consulting sales, including-
Analyze the market with customers, find problems and make suggestions;
Introduce your own market operation plan to customers;
……
9. Ask customers with an open mind
Sales staff ask customers for their opinions and suggestions on the company's products, services, product promotion and promotion programs. A well-known feed company requires sales staff to call customers "teachers" instead of "bosses" when visiting customers, and ask customers for advice when encountering difficulties. Confucius said in The Analects: "A gentleman is a good teacher", and smart people like to point out others. Salespeople can not only win the respect of customers, but also benefit from their opinions. Why not?
Salespeople can explain their work plans and schemes to customers, and ask customers to give more opinions. If you encounter problems in your work, you can consult your customers. Life, family, personal development issues, but also low profile, ask customers. Only by putting the customer on the altar of the teacher will the customer feel comfortable.
Japanese companies require sales staff to use the method of "low, reward, affection and micro" when visiting customers. "Low-key", ask customers more, and pretend not to understand if you understand; Pretend to suddenly realize the suggestions made by customers; Then I sincerely praised and thanked the customers for their comments: "Boss Zhang, your suggestion is very valuable and I have benefited a lot. Thank you very much. " Customers will be elated and overjoyed when they hear this.
10. Talk about gossip that customers are interested in.
Gossip is an indispensable part of the sales process, and the gossip art of salespeople is also an important aspect of the sales art. When salespeople visit customers, they will tell some interesting gossip to make them happy and customers will not let you down.
In 2000, I went to a company affiliated to Honda in Japan for training, and a sales manager of the company introduced me to the popular sales skills in Japanese business circles-"special, strange and horse" promotion method. In other words, salespeople can talk about weather, climate and news with customers.
Gossip that salespeople can talk to customers includes-
Climate and season;
Compatriots, classmates and peers;
* * * Relationship with friends and references and current situation;
Holidays, recent events, commemoration, health and health preservation;
Hobbies, arts, skills and interests;
News, tourism, experiences, natural disasters;
Television, family, movies, drama;
Company, automobile, economy;
Name, predecessor and work;
Fashion, fertility, housing, children's education;
……