Salesperson eloquence skills training

Chapter 19 Beginning with Benefits

"Eloquence Book"

A salesperson of a paint factory told the customer: "The paint produced by our factory is 9 yuan per kilogram, which can cover a wall of 4 square meters. For a room of 20 square meters, only 5 kilograms are enough, and it is only 45 yuan."

A cream supplier said to the cake shop owner: "Would you like to save 20% of the investment per kilogram of cakes sold in the future?"

A stationery salesman said to customers: "All kinds of notebooks and account books produced by our factory are [-]% cheaper than similar products produced by other manufacturers, and discounts are available for large quantities."

The analysis of the above sales opening remarks is very direct and successful, because it first shows the core conditions to customers.Taking benefits as the opening statement means that the salesman puts the benefits that the product can bring to customers first.When meeting with customers, first tell the customers the benefits they can get, which is in line with the customer's profit-seeking psychology, thereby enhancing the customer's confidence in buying.Using interests as an opening statement is a more practical method, which is more direct and effective. It does not start from the customer's curiosity like the suspense method, nor does it start from the customer's psychological feelings like the praise method. Started with interests.First of all, tell the customers the benefits, and tell them all the benefits that customers can bring from purchasing the product, so as to arouse customers' interest and increase customers' understanding of the product itself.

How to correctly use the benefits to make an opening statement needs to be considered from the following aspects:

(1) The main way to make an opening statement with interests is to state and ask questions

A statement is a statement directly to the customer, such as:
"Today is the first day for this product to be discounted. It has the most complete styles and sizes. It will be gone after you sell it. Please seize the opportunity." On the basis of further showing the benefits of purchase to customers.

The method of asking questions is mainly using the comparative method, comparing the current advantages of the product with the past or with similar products, such as: "Do you want to lower the input cost by 10% compared with the past on the basis of the same quality and taste?"" Do you want to buy this product which is [-]% lower than the market price?"

(2) The medium of approaching the opening statement with benefits is the benefits of the product itself. No matter what method the salesperson uses to express, the core of the opening statement of benefits is the benefits of the product itself, lower prices, better performance, and preferential discounts. At the right time, etc., the benefits of these products or services can attract the attention or interest of customers.

(3) The starting point of making an opening statement with interests is the interests of customers. From the perspective of marketing, approaching customers with interests is the most in line with the customer's profit motive. Generally speaking, people always want to get a certain amount from purchasing activities. Benefits, such interests may be external or spiritual, such as reducing costs, increasing income, improving efficiency, and showing taste.However, for specific customers, the focus of interest is also different, so specific issues should be treated in detail.

A salesman once recommended a high-definition TV to a customer. When introducing the performance of the TV, he compared the performance of this high-definition TV with an ordinary TV, showing that the performance of the high-definition TV is superior.But the customer just bought the ordinary TV that was compared by the salesman, because the customer believes that the performance of that TV is the most suitable for his needs.

When using a benefit as an opener, salespeople should be aware of two issues:
(1) The benefits of the product should not be false, but should be in line with reality

A salesperson who deceives consumers cannot last long. This sentence is the same at any time, unless it is a well-intentioned deception, just to get the attention of customers and to carry out in-depth sales communication.But if you deceive customers with false benefits, it is tantamount to defrauding customers, and it is the responsibility of the salesperson to go wrong in the end.

(2) The benefits of the product must be proven in order to win the trust of customers
It’s not that the customer only sees immediate benefits, but if a benefit is too long and the salesperson cannot prove it, the customer cannot be convinced, and the customer will not pay too much attention to this unseen and unproven benefit Attractive.For example, for a mobile phone, you can tell customers what kind of paint technology is used on the shell of the mobile phone, so the paint will not peel off.Customers can trust you.But if you say that this phone is still a symbol of taste two years later, this kind of uncertainty will not convince customers.

Eloquence
The value of sales is not in the product itself, but in the benefits of use.

People always want to get certain benefits from purchasing activities, so it is a good way to approach customers with benefits.

If you don't know the customer's real motivation to buy, you can state that the product will bring the customer a general benefit.

In the benefit approach method, the product benefits introduced must be considerable, perceptible, and demonstrable.

(End of this chapter)