Salesperson eloquence skills training

Chapter 54

"Eloquence Book"

There is a company in Japan that specializes in the production of diapers. At the beginning of its establishment, the company did a lot of advertising and publicity activities, but the diapers of this company were always ignored.

The manager of the company thought hard and came up with an idea.When carrying out the activity, he found a large group of people who pretended to be customers and lined up at the door of the company's store to buy.These long queues attracted the attention of many passers-by, "What are they buying?", "Why are they so popular?" and thus attracted a lot of "herd type" customers.

With the sales of the product, customers gradually realized the superiority of this diaper, and the market of diapers opened up rapidly.

Analyzing human behavior is not only dominated by personal concepts, but also influenced by social and environmental factors, showing different degrees of herd mentality.Salespeople can use the herd mentality of customers to motivate customers to take buying action.The above case is the use of herd mentality to successfully open up sales for the product.

The herd transaction method is also called the queuing transaction method.It is a transaction method in which salesmen use the herd mentality of customers to urge customers to buy products immediately.Such as: "The fabric of this color is very popular this summer, and the sales are very good. You must make very beautiful clothes." "Sorry, this product is out of stock now. We bought more than 100 sets yesterday and sold them out in one day. Tomorrow I can still get the goods, and I will leave one for you.” These can effectively promote customers to buy.

(1) Why do people have a herd mentality?

"Conformity" is a relatively common social psychological and behavioral phenomenon.A more popular explanation is "follow what others say" and "follow the crowd".Generally speaking, the behavior of a group member tends to follow the group. When he finds that his behavior, opinions and group opinions are inconsistent, he will have differences with the people in the group, thus creating a kind of pressure, which promotes He tends to conform to the phenomenon of the group, which is herd behavior.

An American psychologist vividly described people's herd mentality in a passage:
Tom was running down the street, because he was about to be late for an appointment with his lover, and he ran eastward; suddenly, a newspaper boy in high spirits, wanting to hurry home, also ran eastward; The businessman who was in a hurry also ran up... 5 minutes later, all the people on the street ran up. One person chatted with a friend and said "the levee", and an old lady said: "The levee broke", this sentence was heard by more people. Word spread, "Go east! The east is far away from the big river, safe!" No one knew what really happened, and everyone ran like crazy.

"Ah, the embankment burst!" Tom was frightened, and ran eastward desperately.

It seems that herd mentality has a great influence on people. The emergence of herd mentality is mainly the fusion and restriction of group consciousness on individual consciousness. This group effect will force some members to act contrary to their own opinions.

Generally speaking, the herd mentality of women is stronger than that of men; people with low education levels are more than people with high levels; people with younger ages are more than people with older ages; people who are introverted and have a sense of inferiority are more than those who are extroverted and confident ; There are more people with shallow social experience than those with rich social experience.

(2) Advantages of the herd transaction method

Just because most people have a herd mentality, using the herd mentality of customers is a better way to urge customers to buy products. The herd transaction method has the following advantages:
Reduce the risks that customers worry about; enhance the persuasion of salesmen; make salesmen be in a confident and active position in communication.

When the salesperson sees that the customer does not have much confidence in the product, or the customer has more product reference options, the salesperson can skillfully adopt the herd transaction method:
"Miss Li, you can absolutely rest assured about the quality of our products. You see, this is our customer list. These are some big customers, and you know many of them. So you are completely sure about our products. You can rest assured. I hope that through this conversation, we can become good friends, and I hope you can introduce me to more friends to share this product.”

When the salesperson uses the herd transaction method, it is best to present relevant authentic and credible data and information, and the various methods used should be based on facts as much as possible. Don't fabricate or deceive customers out of thin air, so that when customers know the truth, It will inevitably refuse to communicate and trade with you.

(3) Disadvantages of the herd transaction method

Although the herd transaction method has the above advantages, it can facilitate transactions faster.But it also has a disadvantage, that is, it will cause customers' anti-herd mentality, "the more others use it, the less I want it", "I want to be different" and other mentalities.

The salesperson should treat specific customers in a specific way. Some customers may not buy your product because of herd mentality. "My friends all buy ××".At this time, the salesperson should guide the customer to make a rational choice.

"I'll buy it when Lao Zhang buys it."

"I can see that you are a very discerning person. Based on your current achievements and judgment, you can make up your own mind about buying insurance. Why wait for Lao Zhang?"

Eloquence
Salespersons must analyze customer types and buying psychology, and adopt the herd transaction method in a targeted and timely manner.

The herd transaction method is to exert invisible social and psychological pressure on customers through the influence among customers, and then facilitate transactions.

If you adopt the herd transaction method, you can't deceive consumers, otherwise the gains will outweigh the losses.

If a customer is not buying your product because of herd mentality, you can use the rational anti-herd method against him.

(End of this chapter)