Salesperson eloquence skills training

Chapter 33 Introducing Products to Customers with Concrete Benefits
"Eloquence Book"

General Electric has been trying to sell a lighting device for classroom blackboards to a school, but it sent out many salesmen and contacted many times, but there was no result.

A new salesman who joined the company came up with a way: When the school teachers were all gathered in a large classroom for a group meeting, he broke into the classroom and declared that he would only be given 1 minute.I saw him standing on the podium with a steel rod, and said to all the teachers: Gentlemen, you see, I bent this steel rod hard, and it bent.When I let go, it bounces back, back to its original shape.However, if I use too much force than the rod can handle, it won't get straight.

Now, children's eyes are like this steel rod. If their eyesight is damaged beyond what the eyes can bear, it will not be restored. At that time, no amount of money will be able to make up for it.

As a result, the school decided on the spot to purchase this kind of lighting equipment from General Electric.The analysis salesperson should stand on the customer's standpoint, think about why the customer should listen to you, why should they focus on you?Either your words are very seductive, or you express the essence of the problem he has to face.Therefore, a customer buys your product to a large extent because your product is what he needs. Introducing the product to the customer with the specific benefits of the product is the core of the product introduction.

In order to convince the customer, the salesperson must let the customer know what benefits this product or service can bring him, and whether these benefits are what he needs. This requires the salesperson to understand that the products he sells will benefit the customer. What kind of advantages does it bring, not just tell customers the characteristics of the product.

(1) Product features and value

All products have two attributes, one is the characteristics of the product, and the other is the value of the product.And which are the characteristics of your product, and which are the value of your product?

Product Features Product features are the specific attributes of the product, the functional characteristics of the product and the specific composition of the product.For example: "As long as the temperature does not exceed 300°C, it will not deform." "This mobile phone not only supports data cables, but also has Bluetooth function."

The value of the product The value of the product is the value of the product's features to the user. For example, a certain product can improve the work efficiency of customers, and a certain product feature can meet a certain demand of customers: "This watch designed with advanced technology is available all the time. Show your taste." "Using this mobile phone, it is very convenient for you to transfer files, and it is very simple to transfer the photos you take to the computer or print them directly."

(2) Transform product features into product value

If the salesperson only introduces the specific features of the product to the customer and does not describe the relevant benefits according to the actual needs of the customer, it will not arouse the customer's deeper impression and it will not be easy to persuade him to buy.Therefore, the salesperson should convert product features into product value according to the actual needs of customers, and emphasize the various benefits that the product will bring to customers, which will attract customers' attention and help the realization of sales goals.

However, the salesperson should pay attention to the fact that introducing the value of the product to the customer must be based on the actual needs of the customer. If the product value proposed by the salesperson does not meet the needs of the customer, then no matter how many benefits there are, it will not arouse the customer's dissatisfaction. buy interest.

(3) Effectively explain the value of the product

How can you better demonstrate the benefits of buying your product to your customers?Salespeople can use a combination of "saying" and "doing". "Speaking" refers to expressing the benefits that the product can bring to the customer in words; "doing" refers to demonstrating the use and value of the product to the customer through a physical object or model display.

In addition to treating specific customers specifically, salespeople should also master discourse skills. The following are sentence patterns that can effectively explain the value of products, and you can apply them according to specific situations:
"Reduced your..."

"Will save you..."

"Improved your..."

"It is beneficial for you to further..."

"It's easier for you to..."

"Helping you improve..."

"Can satisfy your..."

"Makes you more likely to..."

"It's easier for you to..."

Eloquence
When explaining the benefits of a product, it is common practice to first mention a certain salient feature, and then emphasize the value of this feature based on customer needs.

They are only likely to be persuaded if the salesperson explains the value the product may bring to the customer.

"Hearing is believing, seeing is believing", if the salesman cannot make customers understand and believe in the "comfort" and "excellence" of the product, you will not be able to impress customers.

When explaining product benefits, it must be based on the actual needs of customers, otherwise it will be futile.

(End of this chapter)