Be the best store manager

Chapter 17 Five Misunderstandings of Face-to-face Sales (2)
Clerk B watched the customer try the chair, and then told the customer: "The chair of 300 yuan is softer, and you will feel very comfortable, but the chair of 650 yuan is not so soft when you sit on it. The number of springs is different. The 650 yuan chair has more springs, so it will definitely not affect your sitting posture due to deformation. Bad sitting posture will make people's spine scoliosis, and many people have low back pain because of long-term bad sitting posture. The cost of extra springs alone will be nearly 100 yuan more. Moreover, you can see that the rotating bracket of this chair is made of pure steel. Its life is twice as long as that of ordinary non-pure steel chairs. If this part is broken, the chair will be reimbursed. Therefore, the average life of this chair is twice as long as that.

"In addition, although the appearance of this chair is not as luxurious as that one, it is completely designed according to human body science. Although it is not very soft when you sit on it, it will allow you to sit for a long time without feeling tired or backache. A good chair is very important for people who work at desks for many years. Although this chair is not so conspicuous, it is a well-designed chair. To be honest, the 300 yuan chair looks very good. It’s useless, and the use value is not as high as the 650 yuan one.”

After listening to the explanation of clerk B, the customer bought the expensive chair without hesitation.

In this case, clerk A of A furniture store faced the customer's questioning of the price, but only adopted a conventional explanation method, which of course could not satisfy the customer, and also formed a conjecture in the customer's mind that the cheap chairs were not of good quality. It must end in failure.

The customer came to the B furniture store, and faced with the same price question from the customer, the B clerk adopted a completely different sales method.He first asked the customer to sit on the chair to experience the difference between the two chairs for himself, so as to establish a preliminary understanding of the two chairs for the customer.On this basis, he deeply analyzed the differences between the two chairs and the various benefits of the expensive chair, thus shifting the customer's thinking from considering the price to considering the value, and obtained the customer's approval, and successfully sold a chair for 650 yuan. chair.

Store clerks should know that under normal circumstances, customers consider how much value they can get, and when they hear the price, the usual reaction is that it is too expensive.At this time, it is necessary for the clerk to persuade the customer to achieve the purpose of sales.

Customers will buy sooner or later if they want to buy, it’s useless to say too much
The store manager should increase the enthusiasm of the sales staff in the store, and welcome the customers warmly when they see them, and correct the lazy thinking of some store staff who think that the product brand is good and customers recognize it, there is no need to waste words, and customers will buy it if they want to buy it.

Today's market is highly competitive and there are many stores. The competition of stores is not only the competition of products, because most of the products are similar to each store, but also the competition of services.The store manager should cultivate the awareness and ability of the clerk to grasp every transaction.

Gillard, one of the greatest salesmen in contemporary America, was once a timid young man with an introverted personality. Row.One night, he was so moved by a speech about self-confidence that he felt he had to get himself out of the predicament he was in.

As an advertising salesman, Girard does not pay a salary, but draws commissions from advertising fees.Anyone who knew him thought he would fail because of the high salesmanship required for this type of salesmanship.

Girard drew up a list of the names of 12 "impossible deals" clients, and then he began to visit these clients.

On the first day, he closed deals with 12 of 3 "impossible" clients.In the remaining days of the first week, he closed two more deals.By the end of that month, he had closed deals with 11 clients on his list, leaving him with only one.

In the second month, he did not close any sales, because he did not call on any new clients except to continue to call on the last client who was determined not to advertise.As soon as the store opened, he went in and asked the merchant to advertise, and every morning the merchant replied, "No." The merchant did not intend to buy advertising space, but Gillard was persistent.Every time the businessman said "no," the young man pretended not to hear and continued to visit.By the last day of the month, the businessman who had said "no" to the hard-working young man for 30 days in a row spoke.He said: "Young man, you have wasted a month begging me to buy your ad space, and now I want to know why you are wasting your time like this?"

Girard replied: "I'm not wasting my time. I'm going to school and you've been my teacher. I've been training my self-confidence."

Then, the businessman said: "I also want to admit to you that I am also in school, and you are my teacher. You have taught me to persevere, which is more valuable to me than money. For To express my gratitude to you, I want to order an advertisement space from you, as my tuition fee for you."

One of the best advertisers in the Philadelphia North American Journal was thus recruited.This was a good start for a "great salesman", and in the end, Gillard finally became a millionaire.

It is necessary to realize that the customer's purchase result is completed by the clerk, and only by doing what others cannot do, can we achieve success that others cannot.

The most important thing is to clearly introduce the characteristics of the product

In the face-to-face sales in the store, we will see many shop assistants. After holding the customer, they will start to talk about the characteristics of the product. There are also many hard-to-pronounce technical terms in it. It seems that they are very "professional".But let’s look at the expressions of customers. Some listened in a cloud, some walked away impatiently, and some said, “Please speak slowly.” What’s the point of such a product introduction?

In face-to-face sales, the first step is to shorten the distance between the customer and the customer, so that he can eliminate the wariness of the clerk, so that he can listen.In other words, instead of directly introducing products, it is better to talk about topics that customers care about first, so that customers can have a good impression of you and accept you psychologically.Whether customers like you is related to the success or failure of sales.

Case number one:

Sales Representative A: "Hi, I'm Zhou Liming, the sales representative of Daming Company. I'm sorry to bother you in my busy schedule, and I want to ask you about the cash registers currently used in your store."

Customer: "Do you think there's something wrong with the cash register in my store?"

Sales representative A: "There is nothing wrong with it, I just wonder if it is time to replace it with a new one."

Customer: "I'm sorry, we don't want to consider a new one for now."

Sales representative A: "No way! The boss Zhang opposite has replaced the cash register with a new one."

Customer: "We don't have a budget for this right now, let's talk about it later."

Case [-]:
Sales representative B: "Is it Boss Liu? I am Li Liming, the sales representative of Daming Company, and I often pass by your store. It is not easy to see that your store's business has always been so good."

Customer: "You are too much, the business is not so good."

Sales representative B: "Your store is very kind to customers. Boss Liu must be very attentive to the education and training of your store's employees. Boss Zhang across the street also admires your management."

Customer: "Is that what Boss Zhang said? The store run by Boss Zhang is also very good. In fact, he is also the object of study that I have been aiming at."

Sales Representative B: "To tell you the truth, Boss Zhang replaced a cash register with a new function yesterday. He was very happy and only mentioned Boss Liu's matter, so I'm here to disturb you today!"

Customer: "Oh? He got a new cash register?"

Sales Representative B: "Yes. Does Boss Liu also consider replacing the cash register? Although your cash register is not bad at present, the new cash register has more functions and is faster, so that your customers don't have to Waiting in line for too long, so I will prefer to visit your store. Boss Liu, please definitely consider buying this new cash register."

Customer: "Well, that's right, I want to see the prototype first."

"The customer is not the person who buys the product, but the person who buys the product." This famous saying has been around for a long time.Persuasion depends not only on strong and powerful rhetoric, but also on the humanity and style charm exuded by the clerk's speech and behavior.

When anyone deals with strangers, there is always some vigilance deep in his heart. When a prospective customer contacts a salesperson for the first time, he also has a "defensive" mentality.

Only when the clerk can quickly open the "heart defense" of the prospective customer, can the customer listen to your conversation attentively.The basic way to open the customer's "heart defense" is: let the customer trust you; attract the customer's attention; arouse the customer's interest.

Kamiya Takuichi of Toyota once said: "When approaching potential customers, you don't need to bow your head to them blindly, nor should you rush to introduce products to customers. Doing so will cause customers to avoid. When I first entered the company as a salesman When I approach customers, I only introduce my car to them, so I often cannot communicate with customers quickly. After countless experiences, I finally realized that it is better to talk about related products than to directly introduce products. The topic of the customer's wife, children or social news and other things, let the customer like you, which is related to the success or failure of the sales, so the key point of approaching the customer is to let the customer have a good impression of a salesman who takes sales as a profession, Accept him mentally."

We compare the methods of approaching customers of business representatives A and B in case [-] and case [-]. It is easy to find that when business representative A approaches the customer for the first time, he directly asks about the other party's cash register, which makes people feel abrupt and is attacked by customers. Ask in reverse: "What's wrong with the cash register in the store?" Then the sales representative unknowingly brought up the fact that the opposite boss Zhang had purchased the machine, trying to persuade the customer, which aroused the customer's rebellious psychology.

Sales representative B, on the other hand, was able to grasp the principles well, communicated with customers in a common way, and only after opening the customer's "heart defense" did he naturally enter into the topic of selling products.Sales representative B can make preparations before approaching customers, can call Boss Liu immediately, knows the operating conditions of Boss Liu’s store, and knows that Boss Zhang opposite Zhang regards him as a learning goal, etc. Boss Liu is very happy with these details. The conversation with him can easily continue, which is what makes the sales representative successful.

(End of this chapter)