First, pay attention to chain introduction
Chain introduction is to find more new customers through chain introduction according to the nature of mutual connection and influence between consumers' consumption needs and purchase motives, and according to the social connection between customers. Specifically, it is a way for salespeople to ask existing customers to introduce friends who may become customers, so that salespeople can get more potential customers from each business. Due to the immovability of real estate, friend introduction has become an extremely effective way to promote real estate products. Several friends of the author bought the house in this way. Therefore, any real estate salesman must attach great importance to this method, and never forget to just seize the immediate customers and let him recommend several future consultants.
There are many methods of chain introduction, for example, a salesman can ask existing customers to forward materials, samples, business cards, letters, stationery and so on. , so as to encourage friends of existing customers to transfer customers to potential customers, and make salesmen establish certain contacts with potential customers.
It should be noted that the key to finding new customers in chain introduction is for salesmen to win the trust of existing customers, that is, to cultivate the most basic customers. We know that the introduction of chain mainly depends on various social relationships of existing customers, while existing customers have no obligation to introduce new customers. In addition, existing customers are often United and responsible for each other because they have the same social connections and interests as the people introduced. Therefore, in order to introduce new customers to existing customers, salespeople must first win the trust of existing customers and satisfy them, so as to obtain the list of future customers from existing customers. To make this clear, salespeople must set up the view of serving customers wholeheartedly, do everything possible to solve problems for customers, worry about what customers are anxious about, think about what customers think, win the trust of existing customers, and thus gain a steady stream of new customers.
Second, the use of core figures.
In any crowded place, there are actually core figures (including leaders of informal small groups) who are using the core figures, that is, salesmen to concentrate on tackling key problems and make friends with the core figures, so that the core figures can become users or referees of the goods they sell, and individuals or organizations within the core figures can become potential customers of salesmen. This method is actually the popularization and application of chain introduction. If used properly, you can often get twice the result with half the effort.
The key to using core figures is to gain their trust and cooperation. To this end, salespeople should try their best to make each other understand their work, convince each other of their own personality and the goods they sell, and at the same time try their best to cooperate with each other.
The difficulty in using core figures is that they are often difficult to get close to. If they are not handled properly and the core figures do not cooperate, the salesman may lose more customers.
Third, strengthen personal observation.
Personal observation is an ancient and basic method, which means that salespeople look for potential customers according to their direct observation and judgment of the surrounding environment.
Some people think that ordinary commodities and salesmen can find out through direct observation that real estate commodities are unlikely. In fact, it is precisely because of the immovability and high sales price of real estate commodities that people who are interested in buying houses will make repeated field visits. If the salesman is not sitting in the office at this time, but has a keen eye, he can often get real customers. Pen has a friend who is like this. He looks at the real estate in a certain area and visits it dozens of times a year, from civil engineering to sanitary ware matching. He even knows better than a salesman. His behavior finally caught the attention of the salesman, and the two sides reached a purchase agreement after passing. Therefore, when selling real estate, salespeople must pay attention to their eyes, ears and hearts, observe the people around them and find their prospective customers at any time.
Promoting sales by personal observation is conducive to improving the insight of sales staff, accumulating sales experience and improving sales ability. It is also beneficial for salesmen to face the market directly, face the reality, broaden their horizons and eliminate intermediate interference. However, the list of prospective customers will be limited due to the limitation of personal knowledge and experience of salesmen, and it is easy to fall into emptiness because of not knowing customers in advance, and the failure rate is high.
Fourth, the development of personal advertising.
Now, due to the serious backlog of real estate, real estate advertisements are overwhelming, but personal advertisements of real estate salesmen are rare. This cannot but be said to be a defect. In fact, a clever salesman must first deliberately "sell" himself in order to get more lists of potential customers and achieve new achievements. Therefore, salespeople should take personal advertising as one of the skills to seek customers.
It is very important to use personal advertisements to find customers and choose appropriate advertising media. Due to the limitation of expenses, individuals are unlikely to use newspapers, television, radio and other media, so the best way is by mail. For example, Gubei Community, which is basically an individual property right house, has a large sales and leasing market, so the salesman may send letters from door to door to find the right customer list.
In the letter sent, the salesman should introduce himself and the business he is promoting as clearly as possible, and at the same time choose the mailing time so that customers can receive it on the rest day for careful reading.
There is also a personal advertising method in Hong Kong, that is, salesmen hang relevant information on the street for anyone to see. It seems that we can also learn from it.
Five, actively consult the directory
Salespeople can obtain a large number of approved customer lists by using the above methods, but all of them have their own limitations, such as the need for ready-made customers in chain introduction, the difficulty of getting close to the core figures, the narrow scope of personal observation, and the aimless personal advertisements, so actively consulting the list is a good supplementary method.
The so-called consulting catalogue means that salesmen look for customers by consulting all kinds of existing intelligence materials. In China, only people with certain status can enter the relevant list, and people with status often have the ability to buy a house, so salesmen should actively consult relevant information. Because of their own restrictions, salesmen may refer to public information, mainly the (1) directory of industrial and commercial enterprises. Take the legal representative as the target of their potential customers; (2) Product catalog introduction. Find out whether the product is marketable and how beneficial it is, so as to determine whether the unit has the possibility of buying a house; (3) industrial and commercial registration announcement. The establishment of new units will publish an industrial and commercial registration announcement in the newspaper, from which the salesman can see whether these new units need to buy office space; (4) List of members of professional organizations. Such as various societies, associations and federations. Many celebrities are on the roster and have strong purchasing power.
There are five methods mentioned above. In fact, there are many skills to find customers, not limited to the above five. At the same time, salespeople must not use a single method in their work, but should combine various methods. However, as long as the salesman can use all kinds of skills diligently and skillfully, his customer base will certainly grow bigger and bigger, so as to sell more of his goods to others, so that others can benefit from the goods they sell, and the interests of the salesman can also be improved.