Salesperson eloquence skills training

Chapter 35 Asking Questions to Understand Why Objections Occur

"Eloquence Book"

Customer: "Although I like this printer quite a lot. However, the function of this printer seems to be a little worse than that of others?"

Salesperson: "This printer is our latest product. The performance is quite superior. It has the function of zooming in and out, and supports paper from B5 to A4; moreover, it has three buttons to control the printing shade, and the effect is special. Good; it can print 50 sheets per minute, and the copying effect is very clear...”

Customer: "Hearing what you said, I think it's pretty good. However, the printer I saw just now has 6 buttons to control the shade, and the operation is not as difficult as this printer. I'll look again Let's see."

Analysis In this case, if the salesman had paid more attention, he would not have rushed to deal with the customer's objection.Instead, you should first ask the customer: "Which one do you think the function of this printer is worse than?" The customer may tell you that the printer you saw just now has 6 buttons to control the shade.After asking questions in this way, you will know that the only objection he has to deal with is this one, and then for this one, you can say to the customer: "Your company's printers should be operated by non-professionals, any employee may go to print , if there are too many buttons to adjust the shade, the employees will not know how to choose, which will easily cause misprints, and our printer..." After explaining this way, the customer's objection can be easily resolved.

(1) The reason for the objection
There are usually two reasons for objection.One is due to the curiosity and repulsion of human beings; the other is because the salesperson did not explain clearly what the customer wanted to know.

In terms of curiosity, human curiosity is endless, especially for knowledge that you are not familiar with and do not understand. If a salesperson encounters a customer who likes to "break the casserole and ask the end", then you have to pay attention to it .If you are not good at asking questions, you will always be in a passive position if you just follow the customer's questions and answer them blindly.Therefore, when a customer asks a question, the salesperson can try to ask him back: "Your question is very good, why do you say that?"

Repulsion.Many customers have psychological prejudice against the salesperson, so they have a kind of repulsion to the products promoted by the salesperson. It is easy for them to criticize and prove to themselves that this product is not good.At this time, the salesperson should take the initiative to ask the objection of the customer, and then break through it one by one, so as to break the doubts in the customer's heart.

It is also very common that customers do not understand the performance of the product.The salesman's explanation is not conducive to the customer's acceptance. When he doesn't fully understand, he usually behaves silently, hesitates, pretends to have a half-knowledge, or simply escapes.They will put you off with "I don't need it" and "I'll think about it later".At this time, the salesperson can use questions to inquire about the customer's understanding of the product.Such as: "What is your opinion on this?" or "That's okay, but I want to know why you said that?" Get more information.

(2) The benefits of asking customers questions

"Why" is the most precious and infinitely valuable word in a salesman's words.Salespeople should not give up this weapon, nor should they be too confident that they can guess the customer's mentality. Blindly guessing the customer can only make things farther and farther away from the center.

When a salesperson asks a customer a question, the customer will inevitably respond as follows:

He needs to answer the reasons for his objections and express his true thoughts; while answering the questions, he must re-examine whether his objections are appropriate; when answering the questions, he will judge whether his answers are correct or not; Believable.

At this time, the salesperson can hear the real reason for the customer's objection, and can also feel the customer's attitude towards this reason. By clearly grasping and addressing this problem, the salesperson can have more time to focus on dealing with the customer's objection Opinion.

(3) Skills of asking questions

In the process of communicating with the salesperson, customers generally do not take the initiative to tell the salesperson why they raise objections. Some customers even do not want to express their objections in front of the salesperson, hoping to judge the product through their own comparison. advantages and disadvantages in some respects.Therefore, the salesperson must obtain the customer's objection and the reason for the customer's objection by asking questions himself.

Open-ended questioning Open-ended questioning is the most commonly used way of asking questions, such as "why", "what", etc. This kind of questioning is mainly to let customers express their confusion in detail, so as to better deal with it.In this process, although the salesperson actively asks questions, when answering questions, the customer is an active process.Such as: "Can you tell me, what is the price of another similar product that you like?" "What kind of performance do you think the product with this price should have?"

Closed questions This questioning method is targeted. The salesperson asks the question and asks the customer to answer yes or no.In this process, the salesperson is mostly in an active position, and the customer follows the salesperson's thinking, which is easy to control the situation.For example: When the customer wants to lower the price, the salesman said: "I believe you must hope that I can provide you with [-]% service. Do you want me to give you a discount?"

Excellent salesmen, when asking customers for their objections, often use open questions to encourage customers to speak more, elaborate, and express more ideas and opinions; finally, use closed questions to confirm customers' real opinions , Extract the issues he cares most from the numerous objections of customers, and then solve them in a targeted manner.

Eloquence
Only by hearing the real opinions of customers can the salesperson explain and overcome them in a targeted manner.

Asking questions to customers, the process of customers answering is itself a self-examination process of the problem, and many times the problem will be self-defeating like this.

"Why" is a powerful tool for salespeople, so pay attention to using it more.

Turning customers' questions directly into questions and letting customers answer them is one of the most effective ways to ask questions.

(End of this chapter)