Salesperson eloquence skills training

Chapter 36 Dexterously Handling Radical Dissent

"Eloquence Book"

The product manager of a certain shampoo found some products with insufficient quantity in the sampling, took the opportunity to use this as an excuse, adopted a persistent attitude, and resolutely bargained.

The salesperson of the factory replied: "There is a factory in the United States that specializes in the production of parachutes for the Air Force, and the failure rate of the products is one in ten thousand. Although it is very low, it also means that there will be one out of 10 soldiers. One sacrificed because of the quality problem of the parachute, which is unbearable to the military. Therefore, when they sampled the products, they asked the main person in charge of the factory to parachute in person to do the test. Since then, the pass rate of the products has been [-]%. If you pick up the goods Finally, give me that bottle of underserved shampoo, and I will share it with the person in charge of the company. This is the first time in my company's [-]-year history to use a free product!"

The analysis of the salesman's answer is very good. First of all, he told a story. This humorous story can ease the atmosphere and reduce the customer's restlessness.In the following explanation, the salesman explained the reasons for refusing to deny that this was the only insufficient product in 10 years, and told the customer the rationality of the existence of this unqualified product from the pass rate.thus convincing the client.

Excessive objection is often encountered in the sales process. It is a manifestation of a customer's aggravation and intensification of an objection. It is usually raised by a grumpy customer or a customer with ulterior motives.Excessive objections must be resolved. If they cannot be resolved, not only will this customer be lost, but it will also affect other people's purchase choices.But when dealing with radical objections, first of all, the salesperson should not be intimidated by the offensive of such objections, and should not show nervousness, bewilderment, anger, or other emotional expressions.To deal with problems with a normal heart, we can deal with problems more freely.

(1) Judgment carefully and draw conclusions cautiously
When dealing with radical objections, the salesperson should respond immediately. The longer the delay, the slower the response, and the harder it is to control the situation. This is a severe challenge for the salesperson.

But even if the time is tight, the salesperson should think more and clear his mind.It can be judged from the following aspects:

What is the motivation for the objection raised by the client?
Is the objection raised by the customer true or false?

Where is the key to customer objection?

How important is this objection actually?
After this judgment, it can be treated more accurately.Sometimes, the customer's objection is radical, but the cause of the problem is that the customer is in a bad mood, has just had an argument with his wife, or has just been criticized by the leader.In this case, the objection raised by the customer is only a small problem. If the salesperson wants to control the situation, he should not argue with the customer, but try to guide the customer to calm down.

(2) Skills for handling radical objections

Ignore method This is the most commonly used method. The core of this method is not to pay too much attention to customer objections.For example: when a salesman visits a dealer, the dealer complains as soon as he sees him: "Your advertisement this time is so bad, how can you find such an unknown person, who doesn't recognize anyone who reads it, how can that be?" What is the impact? Why didn't you find Jet Li or Maggie Cheung? The advertisement is shot like that, and I am not sure about future sales!"

When encountering such objections, although the customer is furious, the salesperson does not need to answer them in detail, because this kind of question itself cannot be answered well by the salesperson, and the answer will inevitably reveal some confidential questions of the company.And the dealer said so, his real objection should be another reason, so for such a problem, you just need to smile and agree with him.

The real purpose of the neglect method is this. When the objection raised by the customer has nothing to do with the immediate transaction, the salesperson should not explain too much to avoid unnecessary complications. He can agree with the other party’s point of view or express his appreciation for the other party’s point of view. Once the customer satisfies the desire to express, they can quickly divert the topic.

As the name suggests, the Tai Chi method is to use the leverage in Tai Chi to exert force, and use the opponent's problem itself to attack the problem.The basic method of applying the Tai Chi method to sales is to immediately reply when a customer raises an objection not to buy: "I think this is the reason why you should buy." In this way, the customer's objection can be directly converted into Reason why he has to buy.

In daily life, this method is often used. For example: you have dinner with your colleagues, and when your colleagues advise you to drink, you refuse because you don’t know how to drink. .”

The following is a sales example where the benefits of Tai Chi can be seen:

Distributor: "Look at your company, you spend so much money on advertising. It's useless. It's better to save the money and use it as a discount for our purchases. This will make our profits better and we can make more money." Try to sell you as much as you can."

Salesperson: "It is because we have invested a lot of advertising that customers are attracted to buy this product, which also saves you time. Moreover, it also helps to increase the sales of other products. Your total profit is still The biggest!"

Playing hard to get customer: "This product is too expensive, I can't afford it, so don't pester me." Salesperson: "Yes, I think most people are like you, it's not easy to pay immediately. We also Considering it, you can use the method of installment payment, and pay a little every month, so that you will not feel laborious at all."

It is human nature to feel ashamed and angry when being contradicted by others.When one's opinion is directly refuted by others, one's heart is always unhappy.Therefore, the salesperson should be careful not to directly refute the customer, but to play hard to get. When expressing disagreement with the customer, try to use "yes" to first affirm the customer's idea, and then use "if" to soften your different opinions.This makes it easier for customers to accept.

"In all fairness, under normal circumstances, your opinion is correct. If the situation becomes like this, do you think we should..."

Compensation method Customer: "The design and color of your leather jacket are not bad, but the quality of this leather is not very good!" Salesperson: "You have a good eye, this leather is indeed not the best, because if you choose the best If the leather is good, the price must be more than 8 times the current price." If the objection raised by the customer is based on facts, the salesperson should admit it and accept it gladly.Denying the facts is the most unwise move and will only make customers angry.At this time, the salesperson should give the customer some compensation so that he can obtain a psychological balance.Let him feel that the price and performance of the product are consistent, or that the functions that the product does not have are unnecessary for customers.For example: the customer is interested in a car, but thinks the body is too short, the salesman tells the customer: "The body is too short to make parking more convenient, if you have a large parking space, you can also park two cars. "

Eloquence
In the face of customers' excessive objections, the salesperson should express understanding and sympathy, and the quarrel will only make things worse.

In the face of excessive objections from customers, being nervous and overwhelmed will only make customers look down on you and your products even more.

Be confident when answering customer objections.

To refute the customer's opinion, it is necessary to soften the treatment on the basis of affirmation.

(End of this chapter)