Salesperson eloquence skills training

Chapter 24 Make Yourself a Product Expert

"Eloquence Book"

Jones worked for an asphalt company, where he spent seven years supervising and operating heavy equipment, gaining invaluable product knowledge during that time.Thus, he began to have excellent relationships with clients because of his ability to solve problems, and he always found the answers to them quickly.

Before long, many customers were placing orders directly with Jones, bypassing the company's salespeople.

Jones' explanation of this matter is: "I am a person who gets things done, is considerate in service, and knows how to help them solve problems. Clients are naturally attracted to me."

Today, Jones' personal performance has surpassed the company's best salesman.

Analysis In the above story, Jones became a very good salesman, one of the important reasons is that his professional knowledge allowed him to win the trust of customers.Sales is actually a psychological warfare. Only when you understand your own products or services and know how to use them to improve the work and life of customers, can you skillfully sell your products to customers like a doctor changing a patient’s condition , so as to sell more and earn more.If we say that 95% of sales is based on enthusiasm, then the remaining 5% is based on product knowledge.What does it mean for a salesman to be a product expert?The answer is that the salesman must be able to answer any questions the customer may ask, describe the features of the product without hesitation and accurately, and demonstrate the product to the customer skillfully.Only with professional and rich product knowledge can you be confident, believe in your own products, generate enough enthusiasm, and become a sales expert.Today, many top salespeople are most proud not of their sales performance but of their unparalleled knowledge of their product or service.

It can be seen from the above that being familiar with the basic characteristics of the company's products and becoming a product expert is a basic quality of a salesperson and a basic condition for becoming a qualified salesperson.Before selling, the salesperson must have a full understanding of the following basic characteristics of the product:
(1) The name of the product
The names of some products have special meanings in themselves.These names include the basic characteristics of the product, and may also include the special performance of the product, so the salesperson must fully understand these contents.

(2) The technical content of a product refers to the technical features adopted by the product.The salesman should be well aware of the technical content of a product, and when selling to customers, he must use his strengths to avoid weaknesses and guide consumers to understand the product.

(3) Physical characteristics of the product

Including product specifications, models, materials, textures, aesthetics, colors and packaging.

(4) Effectiveness of the product
On the other hand, sellers should know what kind of benefits the product can bring to customers, and this is where research should be focused.Because the reason why consumers choose to buy a certain product is precisely because the product can bring the utility he needs to the consumer.Therefore, salespeople should pay attention to the following points:

Brand value With the improvement of people's brand awareness, for products in many fields, consumers pay more attention to the brand awareness of products than in the past.

Cost performance is a factor that rational consumers will focus on, and this consideration will be more in-depth when purchasing certain products with relatively high prices.

Special advantages refer to the new functions contained in the product, functions that cannot be provided by other products, etc.

Service Nowadays, people pay more and more attention to the after-sales service of products, but the service of products not only refers to after-sales service, but also includes pre-sale service and service during sale.

On the basis of understanding the characteristics of the above products, the salesperson also needs to fully grasp the situation of his own company. Many salespersons may think that what they are selling is the product and not the company, so they always ignore the company's related situation.

In fact, to customers, the salesperson represents the company. If the salesperson cannot quickly and clearly answer the questions about the company, the customer will be left with the impression that "the company is not big" or "the company has a bad reputation". , This is bound to have an impact on sales performance and company reputation.

Eloquence
A good salesman must be able to answer any questions a customer may have without hesitation.

People will only make up their minds to buy after they know enough about your product and others like it.

Not only must you be familiar with your own products, but also those of your competitors.

An expert who is proficient in products must know how to use product knowledge to meet the needs of customers.

(End of this chapter)