Salesperson eloquence skills training

Chapter 28 When Introducing Products, Use Strengths and Avoid Weaknesses
"Eloquence Book"

"It's true that the brand of this product is not very loud, but its advantages are the most suitable for you. Its power-saving function can let you enjoy it for 3 days, and you don't have to worry about how much electricity you will use. And its price is also cheaper than Similar products are much cheaper, so why not do it?" said a mobile phone salesman.

An air conditioner salesman said to customers: "The price is a bit high, but its performance is excellent and user-friendly. With it, you will have a comfortable summer."

"The service of our products is well known. Excellent performance coupled with excellent service will make it more convenient and comfortable for you to use."

To analyze the success of these salesmen in selling products is to grasp the characteristics of the products, highlight the strengths of the products, and downplay the weaknesses of the products.When a salesman introduces a product to a customer, if he cannot impress the customer with the value and advantages of the product, he will be very passive in the following work.Therefore, when introducing products, we must maximize our strengths and avoid weaknesses, and introduce the functions of products based on the key parts of the customer's needs, so as to win sales success.When introducing products to customers, the salesperson must first figure out which are the product features and which are the benefits of the product.Generally speaking, the characteristics of a product refer to the specific facts of the product, such as the functional characteristics and specific composition of the product; while the benefits of the product refer to the value of the product to customers.When introducing a product, the features of the product should be transformed into the benefits of the product. If the relevant benefits of the product cannot be stated according to the specific needs of the customer, the customer will not be deeply impressed by the product, let alone be persuaded to buy it.And if the benefits of the product are strengthened according to the needs of customers, customers will be deeply impressed by this feature and be persuaded to buy.

(1) Master effective instructions

The way of product benefits Generally speaking, no matter how the salesman introduces or demonstrates the benefits of buying products to customers, it usually revolves around the following aspects:

Save money; Convenience; Safety; Love; Care; A sense of accomplishment.

In response to these aspects, salesmen should use different explanation methods according to different customers:

"The advanced technology of the product will bring you huge benefits."

"Easy to use will save you a lot of time."

"This kind of product can more reflect your care and love for your family."

"The stylish design of the product can reflect your extraordinary taste."

Of course, salesmen should pay attention to the fact that when explaining the benefits of products, they must be based on the actual needs of customers.If the proposed product benefits do not meet the needs of customers, if you recommend a fashionable but expensive product to customers who want affordable products, then no matter how great the benefits of this product are, it will not arouse customers' interest in buying.

(2) Strengthen product advantages and dilute unfulfilled requirements

When the customer states the conditions of the product he is willing to buy, the salesperson should compare his own product features with the customer's ideal product, and clarify which product features meet the customer's expectations and which customer's requirements are difficult to achieve.After making an objective comparison, the salesperson can persuasion to the customer in a targeted manner.

Strengthen product advantages Salespersons should strengthen product advantages and launch offensives against customers.For example: "Our company can meet your product quality and after-sales service requirements. On the one hand, our company's products are characterized by... On the other hand, our company provides customers with various service items. Such as..." When strengthening product advantages, the salesperson must ensure that his product introduction is realistic, and must show a calm, confident and sincere attitude.

No matter how hard the salesperson tries to explain the advantages of the product to the customer, it is inevitable that the smart customer will find that the product you are selling does not meet the customer's ideal requirements in some aspects.At this time, you have to take the initiative to attack, so as not to let customers push forward step by step and put yourself in a passive position.

If your product does not meet the customer's requirements, you can use the following two methods to weaken the customer's objection: First, only mention the price difference.This method is suitable for the promotion of many products.For example: "As long as you pay 800 yuan more, you can enjoy the pure Hawaiian style." Second, make a comparison close to life.

This requires salespeople to have a relative degree of understanding of their products, and this understanding is in line with the living habits of most people.For example: "As long as you smoke less than a pack of cigarettes a week, the money for this product will come out."

Eloquence
When a salesman introduces a product, only when the value and advantages of the product meet the needs of the customer can he be persuaded to buy it.

When the salesman introduces the advantages of the product, he should focus on the actual needs of the customer, so that the customer can feel that the advantages of these products are very important to him.

Strengthening the advantages of products should be based on the actual performance of the product, and exaggeration and fabrication will eventually lead to self-inflicted consequences.

To dilute the weakness of the product, you can use the method of comparison and work hard from the perspective of customer acceptance.

(End of this chapter)