Salesperson eloquence skills training

Chapter 30: Avoid Overstating Your Product’s Benefits

"Eloquence Book"

A salesperson of a pharmaceutical factory said to a doctor in charge of drug procurement in a hospital: "Our medicine is the best of all traditional Chinese medicines for treating liver diseases. It can be said to cure all patients with the medicine."

After hearing this, the doctor said angrily: "How dare you brag, we have also tried this medicine, and the effect is not good." So he declined the salesman's promotion.

Afterwards, the dean asked the doctor: "Is this medicine really useless?"

The doctor replied: "In fact, it still has a certain effect. It does relieve some patients' condition, but it is not as good as he said. If he told me the market trial situation, it is still acceptable. But why should he exaggerate for no reason? What about the effectiveness of the product?"

The failure of the analysis of the salesman is that he exaggerated the efficacy of the drug, which aroused the disgust of the doctor and prevented the smooth progress of the sales promotion.Although with the increasingly fierce market competition, in order to promote products and increase performance, salesmen often carry out effective publicity on products, but any kind of publicity must be honest, tell the truth, and be responsible to consumers.The performance and value of the product cannot be exaggerated for the sake of temporary sales performance.

The process of salesmen introducing products to customers is a process of trying to facilitate transactions. It is a process that needs to show product features and advantages. The sales work went smoothly.But in this process, if you exaggerate the advantages of the product too much, it is bound to make customers who know the product market better than you no longer trust you. You will feel resistance and disgust towards you, and you will not continue to buy your products.

So, how can a salesperson avoid exaggerating presentations?
(1) Introduce products objectively
When the salesperson introduces the product, try to keep it simple and clear, and avoid wordiness and noise. This will not only highlight the characteristics of the product, but also make it easy for customers to accept.

"This kind of fume-free wok not only has no fume when cooking, but also won't burn the pan."

"Although this phone is cheap, it supports Bluetooth, infrared and data lines, and has strong expansion functions."

"This copier can make multiple copies with the same clarity every time after scanning once."

Salespersons should pay attention to the fact that when introducing the information on product use, it must be absolutely true and reliable, because it shows the main functions and characteristics of the product. If there is false information, it will inevitably have adverse effects.

(2) Introduce products to maximize strengths and avoid weaknesses
With any product, there are good and bad sides.As a salesperson, you should clearly analyze the advantages of the product with customers from an objective perspective, and know how to avoid the shortcomings of the product as much as possible instead of deceiving customers.

Fostering strengths and avoiding weaknesses is a kind of eloquence skill. Its purpose is mainly to divert the attention of customers. It is necessary to emphasize the characteristics and advantages of the product. As for the shortcomings of the product that the customer did not mention, the salesperson should not talk too much, otherwise it will make people feel uncomfortable. The exposure of the shortcomings of one's own products hinders the smooth progress of sales.

(3) Introduce products with emphasis on benefits
A customer buys a product because he believes that the benefits and benefits brought to him by the product exceed what he pays. Generally speaking, customers hope that the product can provide one or more of the following functions:

Bring more benefits; save time and energy; a symbol of identity and status; meet the needs of health and safety; fashion, eye-catching, and a reflection of taste.

Therefore, when the salesperson introduces the product to the customer, it is not enough to just explain and demonstrate the characteristics of the product. It is also necessary to start from the specific customer and find out the points that the customer cares about most according to the actual needs of the customer. The advantage of meeting this demand is to issue an "attack" to customers, so as to really impress customers.If the customer feels that some of the advantages of your product are exactly what he needs, even if he understands that the product has some defects, it is still acceptable.

Therefore, when a salesperson introduces a product, on the basis of avoiding exaggeration, he should carefully consider how the characteristics of the product benefit the customer, and then adopt different introduction methods according to the concerns of different customers.

Eloquence
It is the responsibility of the salesperson to let consumers buy the good products they really need.

Any deceit and exaggerated lies are the natural enemy of sales, and it will cause your business to fail for long.

When introducing products, we must pay attention to promoting strengths and avoiding weaknesses, and find out the advantages of products that customers are most concerned about.

Do business with integrity, consumers will naturally trust and love your products.

(End of this chapter)