Be the best store manager
Chapter 21 introduces techniques for commodities
Chapter 21 introduces techniques for commodities
Precautions for introducing products
Greet the guests at the right time, and after knowing the purpose of the guests, it is time to introduce the products to the guests.
Customers can only make purchase decisions on the basis of accepting various information about a commodity and generating awareness of it.Therefore, the clerk must pass on the information about the product to the customer as soon as possible to help the customer quickly understand the characteristics of the product.The method of introducing products is generally divided into prompt method and demonstration method. When using these two methods of product introduction, shop assistants should pay attention to the following items to make product introduction more effective.
Introducing products is not just to show the products to customers, or to take out the products so that customers can see clearly, but to stimulate customers' association and desire, and lead customers' psychology to the level of purchase.Let customers keep their imaginary image and want to buy it after they understand the product.Therefore, it is very important to introduce products scientifically.
([-]) Prompt method
1. Direct Prompt Method
After the clerk approached the customer, he immediately introduced the product to the customer, stated the advantages and characteristics of the product, and then suggested the customer to buy it.The advantage of this method is that it can save time, speed up the negotiation, and conform to the rhythm of life of modern people.The following points are the matters that the clerk should pay attention to when using the direct prompt method:
(1) Grasp the key points.If the clerk can have a better understanding of the customer, then, at the beginning of the promotion, the clerk can directly prompt the main advantages and characteristics of the product; directly address the different needs of the customer, and make a request for the customer to buy.
(2) Simple and easy to understand.If the advantages and characteristics of the product suggested are more obvious, the content that can be directly understood must be concise.
(3) Respect individuality.The needs of each customer are different, and their purchase motives and purchase behaviors will also be different, and there may be conflicts, unreasonable, and non-standard between customer needs, motives, and behaviors. Therefore, shop assistants should fully consider To respect the individuality of customers.As long as customers need and are willing to buy, there is no need to be too concerned about the contradiction between customer needs and actual behavior.
2. Positive reminder method
It refers to the method that the clerk uses positive language or other positive ways to persuade customers to buy goods.The correct application of the positive prompt method is an effective way to enhance the persuasion and appeal of the product.
The following points are things that shop assistants need to pay attention to when using the positive prompt method:
(1) Positive reminder.Prompt customers positively, the key lies in the successful use of prompt language.This kind of prompt can only use affirmative judgment language, and absolutely cannot use negative and negative language.For example: "This down jacket is warm, beautiful, and durable..." is a positive reminder of the main features of the down jacket that are warm, beautiful, and durable according to the needs of customers, and actively mobilizes customers to pursue comfort, beauty, and affordability. , Guide customers to consider products from the front or more from the front.
(2) By asking questions.In this way, customers can feel respected.For example: "In colder weather, a cold-resistant down jacket is very necessary, right?" This leading question is a positive reminder.It can be seen that the appropriate use of questioning methods by shop assistants can arouse effective responses from customers and fully mobilize the enthusiasm of customers.
(3) Be honest and trustworthy.The product information provided by shop assistants to customers must be true and reliable.In order to show its authenticity and win the trust of customers, shop assistants can prove that the product information they convey is accurate through oral explanations, text descriptions, and production of product certification materials, so that customers can be convinced of the recommended products.
3. Negative reminder method
Negative prompting refers to the method in which shop assistants use negative, unpleasant, or even negative language and methods to persuade customers to buy products.This method uses the principle of psychology that "it is better to praise generals than to demote generals, and it is better to invite generals than to encourage generals".Customers are often more sensitive to words such as "no", "wrong", "unnecessary", "too stupid", etc. Therefore, the use of negative, unpleasant or even negative language prompts can stimulate customers more effectively. Better nudge customers to take immediate buying action.However, it is difficult to grasp the negative prompting method in the process of application, and the following points need to be paid attention to:
(1) Be careful with your words, so that you can expose your shortcomings without offending customers, stimulate without offending customers, and break customers' psychological balance without annoying customers.
(2) Select the target.It can play a certain role for customers with strong self-esteem, arrogance, and responsiveness, but it will not have much effect on customers who are unresponsive, and it will cause disputes and resentment for particularly sensitive customers.Therefore, when using this method, we must first distinguish the type of customer.
(3) For motivation.The prompt should be aimed at the customer's main buying motivation.
(4) Act quickly.After the reminder, the customer should be provided with a solution immediately, and the customer should be satisfied, so that the customer can feel the goodwill and sincere service attitude of the salesperson.
4. Logical hints
Through the power of logic, help customers understand problems and needs, and persuade customers to buy products.As an effective promotion method, the logical prompt method needs to pay attention to the following points:
(1) For customers.This method is more suitable when the clerk is dealing with customers who have rational buying motives.In addition, in the marketing process of complex commodities and expensive commodities, clerks can try their best to use logical prompts to make logical arguments.Because customers who buy these products pay more attention to their quality, price, practical utility, service, etc., that is to say, customers usually consider all aspects of the product more rationally.
(2) Choose the appropriate way of reasoning.The basic form of logical prompting is syllogism reasoning, which is mainly composed of three parts: major premise, minor premise and conclusion.In the actual application process, the clerk can omit the major premise, or the minor premise, or the reasoning conclusion, or omit both parts at the same time and only suggest one part. After all, the logical reasoning in the product promotion process is not purely theoretical, it is practical work The flexible use of Chinese language is more practical than pure theoretical logic, and it is more conducive to the vitality and harmony of the atmosphere.Therefore, when applying the logical prompting method, the clerk should choose the appropriate reasoning method according to the actual needs to carry out effective product promotion.
(3) Pay equal attention to reason and reason.In fact, few customers are willing to listen to the clerk's scientific but dry logical reasoning, and few customers are willing to listen to the clerk's serious promotion and preaching.For this reason, when applying the logical prompting method, the clerk should not only pay attention to the logic and science of the prompt, but also pay attention to the artistry of the prompt, so as to show the clerk's sincere attitude towards the customer, and show that the clerk is willing to help and understand the customer.In short, the clerk should combine logical methods with artistic means, and pay equal attention to reason and reason.
([-]) Demonstration method
1. Commodity demonstration method
To a large extent, the product itself is a silent clerk, the most accurate and reliable source of purchase information. No matter how vivid the description and explanation method is, it is not as impressive as the product itself.The so-called seeing is worth seeing, through the on-site demonstration of the product can stimulate the sensory organs of customers more vividly, so it has a better promotion effect.When using the product demonstration method, you should pay attention to:
(1) Grasp the key points of the presentation.Due to the influence of various reasons, it is impossible for the clerk to demonstrate the whole content of the product to the customer.Therefore, the clerk must choose the key points that can show the important or special properties of the goods.For example, in order to show customers that a certain type of glass is stronger than ordinary glasses, a clerk deliberately dropped the glass on a hard ground, and the glass was intact.What is especially emphasized here is that the key points of the demonstration must be consistent with the needs of customers. It is impossible to find the key points of the demonstration without the needs of customers, and it is impossible for customers to take purchasing actions.
(2) Combination of demonstration and explanation.Speaking without speaking or speaking without acting is not conducive to the transmission of product information.When performing product demonstrations, shop assistants should pay attention to the organic cooperation between demonstration and explanation, pay attention to the combination of demonstration art and explanation art, try to add interest to demonstration and explanation, and make their own demonstration and explanation more attractive.For example, the traditional method of demonstrating oil stain cleaning agent is to wash a special dirty cloth. If the clerk changes the traditional sales method and puts oil stains on a white shirt, and then washes it with oil stain cleaning agent on the spot, explain while demonstrating , Customers will be impressed with this product, and it is possible to buy it on the spot or in the future.
(3) Let customers participate.Allowing customers to participate and conduct personal demonstrations will more effectively stimulate customers' desire to buy.For example, a typewriter clerk can ask a customer to try typing, an automobile clerk can ask a customer to take a test drive, a food clerk can ask a customer to taste, and so on.If the customer can touch the product in person, the demonstration will leave a deep impression on the customer.If some products cannot be operated by customers in person, try to let customers participate in demonstration activities, such as asking customers to be assistants.In short, allowing customers to participate in product demonstration activities can better attract customers' attention and enhance their sense of identity.
2. Graphic presentation method
The clerk can introduce products to customers more vividly, authentically and reliably through words, drawings, photos, etc. If some key points are paid attention to during the demonstration, it will have a better marketing effect.
(1) Collection of relevant product information.Such as commodity production license documents, commodity quality appraisal documents, commodity technical description materials, articles and pictures about commodities in newspapers and magazines, letters of praise from customers, comparative data before and after consumption of commodities, and follow-up survey statistics, etc.Pay attention to the relevance, systematicness, accuracy, and authority of the information, so as to make the product more convincing.
(2) Organize and display data.After the data is collected, two principles should be followed for information processing: one is to fully display the advantages of the product; After people watch it, they will have a strong stimulation in terms of feeling and cognition, and there will be a sense of vibration, leaving a deep impression.For example, use the large contrast of the picture in terms of tone, structure, and proportion to set off, and mark, enlarge, and close-up the key words.
(3) Pay attention to the different characteristics of customers.The content of product information should meet the needs and preferences of customers.To this end, it is necessary to prepare different materials for different customers, and to conduct different product demonstrations for different customers.
3. Commodity proof demonstration method
The proof demonstration method refers to the method in which the clerk persuades the customer to buy the product by demonstrating relevant proof materials.The key to the transaction of goods is to win the trust of customers. In order to effectively convince customers, the clerk must come up with convincing certificates about the goods.In the process of product promotion, whether it is using the prompt method or the demonstration method, it is indispensable to demonstrate various product certificates, or the proof demonstration method plays a pivotal role in the process of product promotion.When using the commodity certification demonstration method, the clerk must pay attention to:
(1) The supporting materials must be true and reliable.In order to win the trust of customers and urge them to take purchase actions, the proof materials presented by the clerk to the customers must be true and reliable.Under no circumstances should false and invalid information be used to deceive customers.
(2) The proof materials must be targeted.The clerk should not only pay attention to collecting and sorting out relevant certification materials, but also pay attention to preparing relevant certification materials in a targeted manner according to the difficult points of customers, so as to enhance the persuasiveness of the product.
(3) Demonstration of supporting materials should be natural.The clerk's demonstration should be natural and decent, so that customers can understand the products without knowing it, and make customers convinced. Otherwise, showing off too much will only arouse customers' resentment.Therefore, the clerk must seize the opportunity, grasp the method, and make a convincing demonstration.
pre-framing
The pre-framing method is to relieve some resistance in the customer's heart before you introduce the product to the customer, so that the customer has no pressure. If the customer feels oppressed and fearful at the beginning, it will be difficult for you to complete the following process.And the use of the pre-frame method can make customers open their hearts to listen to your product introduction.
For example, when you first meet a customer, you should immediately tell him: "Mr./Miss, the purpose of my visit this time is not to sell you anything, but to let you know why many customers will buy us products, and what benefits and benefits these products can bring to you. I only need to take about 10 minutes of your time to explain. After I finish the introduction, I believe you are fully capable of judging what is right for you. suitable."
Using this statement, you let the customer feel that you will not sell them anything compulsively, and the only thing you do is to provide the other party with certain information and let him make his own decision.
After you have introduced the product, you can then smoothly ask: "Mr./Ms. ××, may I ask if the introduction to our products and services just now is suitable for you, or can it be helpful to you? "
listening skills
Gao Min is a clerk at a natural food company.Although natural food has been popular for a long time, most families still don't have a clear understanding of this product and dare not buy it rashly, which makes Gao Min's performance never improve.
One day, a customer came to the store. Gao Min told the customer the functions and effects of aloe vera essence as usual, but the customer also expressed no interest.Gao Min thought: "This time there is no way to make a deal again." At this time, the other party suddenly said: "What a beautiful potted plant! This is a very rare Cadillac, a type of orchid. Its beauty lies in its elegance. style."
"Really? It's been here for so long, and I didn't know it was so precious. It seems that you have a lot of research on orchids." Gao Min said.
"Of course, I have a pot of the same at home."
"Really? This potted plant is expensive, right?"
"Yes, this potted plant costs 800 yuan!"
"What? 800 yuan..."
Gao Min thought to herself: "The aloe vera essence is also 800 yuan, and there is probably hope for a deal." So she began to focus on the topic consciously.
"Do you have to water it every day?"
"Yes, every day must be carefully nurtured."
"So, that potted flower is also a member of your family?"
The lady felt that Gao Min was a caring person, so she began to teach all the knowledge about orchids; and Gao Min also listened attentively, thinking about how to persuade the lady to buy her products through orchids.
When the customer was almost finished talking, Gao Min took the opportunity to express what was in his mind just now: "Madam, you like orchids so much, you must have a lot of research on plants. You are an elegant person, and at the same time, you must also know that plants bring great benefits to human beings." For example, it can bring you warmth, health and joy. Our natural food is the essence extracted from plants, and it is pure green food. Madam, today is like buying a pot of orchids, buy natural food !"
In the end, the lady readily agreed.As she opened her purse, she also said, "Even my husband doesn't want to listen to me rambling on so much; but you are willing to listen to me, and even understand what I'm saying, and hope to talk to you about orchids again someday, okay?" ?"
This successful sales experience has benefited Gao Min a lot. She applied this experience to her future sales work, and sure enough, her performance gradually improved.
Communication skills are a very important sales skill.And the most important thing in communication is not the observation of words and expressions, nor the eloquence of eloquence, but the answer that many shop assistants may know-listening.In other words, an excellent clerk must not only be able to speak, but also be obedient.Never interrupt the customer to speak his mind during the sales process.When the customer finishes speaking and asks you to speak, you should pause for 3 to 5 seconds.Remember to always smile and imitate the actions of customers.
Good listening skills can help shop assistants solve many practical problems in sales promotion.It can be said with certainty that listening is no less important than presentation and questioning for successful sales.By listening, you can show customers that the associate respects their needs and is working hard to meet them.
Just like Gao Min, a natural food clerk, when using conventional methods to sell products to customers failed to achieve results, he just used the topic of a pot of orchids to open the hearts of customers. Lead the topic from orchids to their own products, thus successfully selling the products.Listen patiently to the other party's conversation, so that you can virtually improve the other party's self-esteem and create a harmonious atmosphere for successful sales.
Therefore, the clerk should improve his ability to listen well, not only to listen carefully, but also to learn how to listen, and in the process of listening, guide skillfully, so that customers will buy your products readily.
The use of composition
When introducing products that have no obvious advantages in the short term, we must be good at drawing a picture of the future in the minds of customers, so that customers can perceive the future situation, so as to achieve the purpose of sales.
Clerk: "After many years of painstaking research, our company has finally produced these new products. Although it is not yet a first-rate product, it can only be said to be second-rate, but I still ask Boss Wang to use the first-rate product Price to buy from our company."
Customer: "Hey! Manager Chen, are you right? Who wants to buy second-rate products at the price of first-rate products? Of course, second-rate products should be traded at the price of second-rate products! How could you say such a thing?" What about?"
Clerk: "Boss Wang, as you know, there is only one company in the whole country that can be called the first-class light bulb manufacturing industry. Therefore, they have monopolized the entire market, that is, they raise the price arbitrarily, and everyone still wants to buy it, right? ? If you have the same excellent product but at a lower price, isn’t it a better choice for you and other agents? Otherwise, you still have to buy at the price offered by the manufacturer.”
(pause)
"Take a boxing match as an example! It is undeniable that no one can ignore the strength of Muhammad Ali. However, if there is no one to fight against him, this boxing match cannot be carried out. Therefore, there must be someone with equal strength. It's a wonderful boxing match, isn't it? Right now, Ali is the only one in the light bulb manufacturing industry. If there is an opponent at this time, there will be opportunities to compete with each other. In other words, if we provide you with high-quality new products at low prices, you will definitely get more profits.”
Customer: "Manager Chen, you are right, but there is no other Ali at present!"
Clerk: "I think our company can act as the other Ali. Why can our company only manufacture second-rate light bulbs? This is because our company lacks funds, so we can't make breakthroughs in technology. If something like Agents like Boss Wang are willing to help and buy our company's second-rate products at first-rate product prices, so we can raise a sum of money and use this fund for technological renewal or transformation. I believe that in the near future, our company will definitely Excellent products can be produced. In this way, there are two Alis in the light bulb manufacturing industry. Through competition, there is no doubt that the product quality will be improved and the price will be reduced. At that time, the company will definitely thank you all At this moment, I only hope that you can help the company to play the role of 'Ali's opponent'. I hope you can continue to support and help the company to tide over the difficulties. Therefore, I ask you to buy the company at the price of first-class products second-rate product."
Customer: "Some people have been here before, but no one has ever said these things. As an agent, we understand your company's current situation very well, so I decided to buy your second-rate products at the price of first-rate products. I hope You can quickly become another Ali."
The sales manager scored a sales victory by virtualizing a future event.
At the beginning of the negotiation, the sales manager said "please buy from our company at the price of first-class products", this sentence aroused the curiosity of the customers, which is exactly the purpose of the sales manager.Next, the sales manager gave full play to the advantages of his rational and emotional thinking, and advanced his plan step by step.
First of all, he analyzed the current situation of the light bulb manufacturing industry, and then compared the competition in the industry to a boxing match, and compared the first-class manufacturers to the boxing champion Ali. Boss Wang agreed with the sales manager and said, "There is no other Ali at present. At that time, the sales manager seized the opportunity: "Our company will act as the other Ali." At this time, Boss Wang's thinking returned to reality from the future, which is the performance of a real sales master.
When the sales manager analyzed and imagined that when "two Alis" appeared in the light bulb market and the agents would ultimately benefit, he completely convinced Boss Wang, so he got the order.
hypothetical closing method
The hypothetical transaction method is actually that you assume for the customer in the sales process that he has already bought your product and what benefits and benefits it has brought, that is, to grasp the unique selling point that the customer needs.
Case number one:
Clerk: "Mrs. George, have you decided to buy the old house you saw yesterday?"
Mrs. George: "Oh, we haven't made a final decision yet."
Clerk: "Don't you really like that cherry tree in the yard?"
Mrs. George: "Yes, I like the cherry tree very much. I liked it as soon as I entered the yard, but the floor in the living room is very old."
Clerk: "The floor of this living room is a bit old, but haven't you noticed? The biggest advantage of this house is that when you and your husband stand by the window and look out through the window, you can see the yard the cherry tree in the
Mrs. George: "The equipment in the kitchen is also very old."
Clerk: "The kitchen equipment is indeed a bit old, but every time you cook in the kitchen, you can look out of the window and see that beautiful cherry tree."
Mrs. George: "The plumbing and ceiling of the house have to be redone. And..."
(2) Demonstration method ([-])
Clerk: "That's right, this house has many shortcomings, but this house has a feature that all other houses don't have, that is, if you look out from the window of any room, you can see the tree in the yard. Beautiful cherry trees."
In the end, the customer bought the "cherry tree" for 80 yuan.
Case [-]:
Clerk: "Good morning, Manager Song, I'm Li Li, the customer manager of XX Dairy Company."
Customer: "What product do you want to talk about entering the store?"
Clerk: "Our company newly launched lactic acid bacteria products in the first half of the year, a total of 5 single products. I hope to cooperate with your store."
Customer: "I'm not interested in this category. There are already several brands sold in the store. I don't want to add more brands for the time being. Sorry."
(Apparently ready to end the conversation.)
Clerk: "Yes, there are indeed several brands in the store, but they are all packaged at room temperature. Our products are active lactic acid bacteria and are packaged in fresh-keeping. Consumers are definitely more willing to buy fresh-keeping milk in the same price range. Secondly, our The product has entered the catering channel in an all-round way, and the sales volume is increasing every month, especially in the large catering stores near you, many consumers will go to the store for secondary consumption. Our company adopts 'high price, high promotion' marketing strategy, so the gross profit point of our products must be higher than other dairy products.”
(Use the shortest words to arouse the other party's interest in negotiation. In this passage, the clerk mentioned several aspects such as product selling points, established fixed consumer groups, high gross profit, etc., so as not to arouse the other party's interest resentment and end the negotiation.)
Customer (think for a moment): "Which other channels are you selling your product on?"
(The other party is already interested, but he needs some data to support his idea.)
Clerk: "Now more than 100 supermarkets are selling our products, including some international chain stores. The sales are in good condition. I can show you the historical data."
(Increase the other person's confidence by stating the facts of the situation.)
Customer: "Okay, I want to see the samples first."
From the point of view of sales, there is no product that cannot be sold, only people who cannot sell the product.Because a smart clerk can always find a selling point that customers are most interested in, so as to sell the product.A unique selling point can be related to the product itself, or sometimes, it can be unrelated to the product.When the unique selling point is related to the product, it can be the unique function, quality, service, price, packaging, etc. of the product; when it has nothing to do with the product, what is sold at this time is a feeling and a trust.The above two sales stories are typical cases of shop assistants impressing customers with unique selling points.
In Case [-], the clerk led a couple to look at an old house. When the customer saw the cherry tree in the yard, he seemed very happy. The clerk caught this information in time and made a judgment: the customer liked the cherry tree.This is the reaction of the clerk's excellent thinking habits.
After discovering this, when the customer expressed dissatisfaction with the old floor in the living room and the poor equipment in the kitchen, the clerk promptly said: "If you look out of the window of any room, you can see the cherry trees in the yard. "In the end, the customer bought the house, which was not satisfactory, just because he liked the cherry tree.This process is a manifestation of the clerk's excellent sales ability. She can timely emphasize the unique selling points of the house according to the customer's response, keep the customer's thinking on the unique selling points, and finally make a purchase decision.
The clerk in Case [-] showed flexible adaptability. Faced with the buyer's refusal, the clerk succinctly told the buyer the unique selling points and competitive advantages of the product in a short period of time, successfully aroused the buyer's interest, and finally won the regular agreement of both parties. Opportunity to negotiate.
In short, if you want to sell products, you should consider what customers care about when introducing your products, find out the value of their purchases, find out the cherry tree, that is, grasp the unique selling points of the product and show them to customers, so that customers See the benefits that come with your purchase.
The use of FAB sales speech
FAB corresponds to three English words: Feature, Advantage and Benefit, that is, attributes, functions and benefits.When explaining the point of view, the introduction in this order is a persuasive speech, and the effect it achieves is to convince customers that your product is the best.
Here are the three elements of a persuasive speech:
1. Attributes
We often translate it into characteristic or characteristic, and many clerks still translate it into characteristic or characteristic to this day.Features, as the name suggests, are the places that differentiate them from competitors.When you introduce your product and compare it with your competitors' products, it creates a certain resistance in customers.If the Feature used for sales is translated into attributes, that is, the objective reality contained in your product and the attributes it has, it will avoid the generation of customer resistance.For example, the podium is made of wood, and what is made of wood is a certain objective reality and attribute (Feature) contained in the product.
2. Role (Advantage)
Many shop assistants translate it into advantages, which means that you are better than your competitors, which will naturally make customers more resistant.Because you have many competitors and many similar products, it is impossible for your product to be better than all of them.
Every product in reality has its own characteristics. When you say that a certain function of the product is better than competitors, customers will feel disgusted.In fact, it would be better to translate A (Advantage) into function in sales, and function (Advantage) is the usefulness that can be brought to customers.
3. Benefits
It is the benefit to the customer.For example, if the podium is made of wood, the advantage of wood to customers is that it is very light.
According to FAB, it should be explained like this, this podium is made of wood, it is very light to carry, so it is very convenient to use.Such a structure is the structure of the clerk's persuasive speech. Only such a structure can make the customer feel that your product meets his needs and is willing to buy the product.
To put it simply, it is to state the valuable part of the product to consumers, instead of talking about the characteristics of the product.
A customer in a store was going to buy a battery, and the clerk recommended him a long-lasting battery that was on the market.
Customer: "The battery of the Pod you introduced just now can really last for 3 years?"
Clerk: "Look, there is a detailed description of the battery life in the manual. Under normal use, the charging times are 5000 times. If you charge up to 4 times a day, it will be 1250 days, which is almost 4 years."
Customer: "But your product has been launched for less than half a year, how do you know it can be used for 3 years?"
Clerk: "When a product is introduced to the market, it has undergone a lot of testing and has passed the national inspection. You can rest assured."
Customer: "If the battery fails to charge after less than 3 years, will you promise to replace it for free?"
Clerk: "If the product is beyond the warranty period, there will be a charge for replacement. The warranty period is one year."
Customer: "So, there is still no guarantee that it can be used for 3 years."
At this time, the clerk has no reason to trust the customer. It is actually very normal for the customer to have various questions.The main reason for customers to doubt product quality and technical characteristics is that the shop assistants did not apply FAB skills when introducing products.
In the above case, if the FAB technique is applied, when the customer asks a question, the clerk's answer should be like this:
(3) Demonstration method ([-])
"The main challenge of all small electrical products, especially mobile products, such as MP3 players such as ×× is battery performance. In the United States, many consumers are most concerned about the battery durability of this Walkman. In the product Before being introduced to the market, after a lot of tests, especially the anti-attenuation test, the performance of the built-in battery has been improved by a hundred times compared with the previous one, and can support more than 5000 charges. Generally, if it is charged 4 times a day, it can be used for 1250 days, nearly 4 years. Many users have used it for 4 years, and it is time to update their MP3s. If they continue to use them, we will provide battery replacement services at cost prices. This is the uniqueness of brand products.”
descending introduction
The descending introduction method is to introduce the final benefits of the customer after purchasing the product to the customer step by step, and put the most important and attractive things to him first.This requires the clerk to accurately introduce the benefits of the product, which needs to start from the following aspects.
1. Know your products clearly.Well-trained shop assistants can clearly know exactly what aspects of their products have good performance, and can master the benefits that the characteristics of the products can provide.
2. Understand the customer's concerns.In dealing with customers, the most difficult thing to judge is their concerns or interests. Only by finding their concerns can we sell according to their needs.A good clerk should first figure out what the customer cares about.In order to clearly understand the needs of customers, it is necessary to repeatedly and deeply understand the real thoughts of customers through questions and answers, so as to give customers the most needed purchasing suggestions and complete sales.
3. Proactively demonstrate the benefits of your product.The clerk directly tells the consumer the benefits they can get by accepting the product or promotional plan. When the benefit meets the needs of the customer, he will most likely agree to buy the product or accept the offer.
4. Use various methods to emphasize the benefits of the product.It includes quality, taste, packaging, color, size, market share, appearance, formula, cost, production process, etc., so that customers have a feeling of being enlightened - I just want such a thing, so that you are far from the success of sales It's just one step away.
Some people think that the concept of product benefits is very scattered and not easy to grasp. In fact, the benefits that products bring to customers have rules to follow. You only need to grasp the following points.
1. Help customers save money.
2. Help customers save time.Efficiency is life, and time is money. If we develop a product that can save time for customers, customers will like it very much.
3. Help customers make money.If we can provide a set of products to help customers make money, when the customer really understands it, he will buy it.
4. A sense of security.When a customer buys aviation insurance, he does not buy the policy, but buys a sense of security for his family and himself.
5. A status symbol.The auction price of a brand-name watch is 700 million RMB. Judging from the functional value of a watch, it is really not worth the expense, but some customers still choose it because it is unique, rare and can give people a status symbol.
6. Healthy.There are various nourishing and health-care medicines on the market, which capture people’s natural fear of illness and death, so when a customer believes that your product can help him solve such problems, he will have such needs.
7. Convenient and comfortable.
In front of the electronic product counter, an electronic product clerk is selling game floppy disks to customers.
Clerk: "Looking at your age, isn't your child going to middle school soon?"
The customer froze for a moment: "Yes."
Clerk: "Middle school is the time when the development of intelligence is most needed. You see, these game floppy disks must be of great help to improve your child's intelligence."
Customer: "We don't need any game floppy disks. The kid is about to go to middle school, so how dare you let him play games!"
Clerk: "This game card is a puzzle game specially designed for middle school students. It combines games with mathematics and English. It is definitely not an ordinary game board."
Customers seem to want to listen.
The clerk quickly said: "Now is the era of knowledge explosion. We no longer just learn knowledge from books like we used to. Don't think that playing games will affect learning, and that this game board is harmful to children. The game board is well designed. become an important tool for children to learn."
Then, the clerk took out another magnetic card and handed it to the customer, saying, "This is a new type of game card. Come, let me show you."
Gradually, customers are attracted.
The clerk strikes while the iron is hot: "Children are so happy nowadays, they are born in an open environment. Parents often put a lot of energy into the overall development of their children. Several parents like you have bought this kind of product just now. Game cards, parents are very happy to have such a product that can not only stimulate children's interest in learning, but also make parents no longer anxious for children to play games, and hope that there will be more series of products in the future!"
The customer was tempted and began to ask the price.
In the end, the customer bought a few game floppy disks with great satisfaction.
In the above product introduction, the clerk arranged the speaking order, that is, the language is logical. After the perceptual question, he gave the final benefit to the customer first, that is, connecting his own game floppy disk with the intellectual development problems of middle school students. And position the game floppy disk as an important tool to help children learn.
We know that parents attach great importance to children's learning and intellectual development, and the clerk has hit the point when he said this, that is, he has touched the hearts of customers.Sure enough, the customer was impressed and the deal was done.
Use of sales tools
Using some sales tools in the product introduction process can make customers better accept the product and promote your sales.
1. Use of POP
POP can be said to be a silent salesperson. Retailers display on windows, floors and counters to remind customers and stimulate impulsive purchases. It can briefly introduce the characteristics of products and enliven the atmosphere in the store.Sometimes displays are provided by the manufacturer.
2. Coupons
The use of coupons can be very helpful for ongoing advertising campaigns and increase store traffic.According to surveys, 99% of customers use coupons at least once a year.The use of coupons also played a very good role for customers to know the store.
Pay special attention to the negative effects of coupons when using them.Sometimes, customers only come to shop when there are coupons, the recovery rate is low, many and messy, fraudulent behavior and higher management costs are prone to occur in the use of coupons.A large number of coupons were sent to American households, but customers used only 2% of them.
3. Contests and Sweepstakes
Contests are where customers get rewards for participating in games, and lotteries are similar to contests, except that the winners are chosen at random.It is about attracting and keeping customers by engaging them in activities that are rewarded with substantial rewards.However, the cost of contests and lottery draws is relatively high, and they need to be used repeatedly to attract customers. Customers need to work hard to get rewards, and some people who have not shopped can also fish in troubled waters.
4. Distribute gifts
Give old customers gifts or gifts when customers refer new customers.
Give out gifts to encourage existing customers to refer new customers.There are no major downsides to this approach, which values the influence of friends on shoppers' decisions.
The name of the store is printed on these small gifts, which can play a role in promoting the store.These things can be used as a supplementary means of promotion.The advantage is that it is effective for a long time.
5. Samples and trial products
Free trials (such as tasting fruit or applying body cream) and/or demonstrations (such as cooking classes) can be used to supplement personal selling.The advantage of this approach is that it can attract customers to participate and can promote impulse purchases.The problem is that some customers may only look at it but not buy it and the cost.
6. Special planning
Including fashion shows, author signing events, art exhibitions and holiday activities (such as children's car trips).
Generally, when carrying out special planning, it is necessary to weigh between the cost of the activity and the potential effect (such as enhancing customer recognition and increasing traffic).
(End of this chapter)
Precautions for introducing products
Greet the guests at the right time, and after knowing the purpose of the guests, it is time to introduce the products to the guests.
Customers can only make purchase decisions on the basis of accepting various information about a commodity and generating awareness of it.Therefore, the clerk must pass on the information about the product to the customer as soon as possible to help the customer quickly understand the characteristics of the product.The method of introducing products is generally divided into prompt method and demonstration method. When using these two methods of product introduction, shop assistants should pay attention to the following items to make product introduction more effective.
Introducing products is not just to show the products to customers, or to take out the products so that customers can see clearly, but to stimulate customers' association and desire, and lead customers' psychology to the level of purchase.Let customers keep their imaginary image and want to buy it after they understand the product.Therefore, it is very important to introduce products scientifically.
([-]) Prompt method
1. Direct Prompt Method
After the clerk approached the customer, he immediately introduced the product to the customer, stated the advantages and characteristics of the product, and then suggested the customer to buy it.The advantage of this method is that it can save time, speed up the negotiation, and conform to the rhythm of life of modern people.The following points are the matters that the clerk should pay attention to when using the direct prompt method:
(1) Grasp the key points.If the clerk can have a better understanding of the customer, then, at the beginning of the promotion, the clerk can directly prompt the main advantages and characteristics of the product; directly address the different needs of the customer, and make a request for the customer to buy.
(2) Simple and easy to understand.If the advantages and characteristics of the product suggested are more obvious, the content that can be directly understood must be concise.
(3) Respect individuality.The needs of each customer are different, and their purchase motives and purchase behaviors will also be different, and there may be conflicts, unreasonable, and non-standard between customer needs, motives, and behaviors. Therefore, shop assistants should fully consider To respect the individuality of customers.As long as customers need and are willing to buy, there is no need to be too concerned about the contradiction between customer needs and actual behavior.
2. Positive reminder method
It refers to the method that the clerk uses positive language or other positive ways to persuade customers to buy goods.The correct application of the positive prompt method is an effective way to enhance the persuasion and appeal of the product.
The following points are things that shop assistants need to pay attention to when using the positive prompt method:
(1) Positive reminder.Prompt customers positively, the key lies in the successful use of prompt language.This kind of prompt can only use affirmative judgment language, and absolutely cannot use negative and negative language.For example: "This down jacket is warm, beautiful, and durable..." is a positive reminder of the main features of the down jacket that are warm, beautiful, and durable according to the needs of customers, and actively mobilizes customers to pursue comfort, beauty, and affordability. , Guide customers to consider products from the front or more from the front.
(2) By asking questions.In this way, customers can feel respected.For example: "In colder weather, a cold-resistant down jacket is very necessary, right?" This leading question is a positive reminder.It can be seen that the appropriate use of questioning methods by shop assistants can arouse effective responses from customers and fully mobilize the enthusiasm of customers.
(3) Be honest and trustworthy.The product information provided by shop assistants to customers must be true and reliable.In order to show its authenticity and win the trust of customers, shop assistants can prove that the product information they convey is accurate through oral explanations, text descriptions, and production of product certification materials, so that customers can be convinced of the recommended products.
3. Negative reminder method
Negative prompting refers to the method in which shop assistants use negative, unpleasant, or even negative language and methods to persuade customers to buy products.This method uses the principle of psychology that "it is better to praise generals than to demote generals, and it is better to invite generals than to encourage generals".Customers are often more sensitive to words such as "no", "wrong", "unnecessary", "too stupid", etc. Therefore, the use of negative, unpleasant or even negative language prompts can stimulate customers more effectively. Better nudge customers to take immediate buying action.However, it is difficult to grasp the negative prompting method in the process of application, and the following points need to be paid attention to:
(1) Be careful with your words, so that you can expose your shortcomings without offending customers, stimulate without offending customers, and break customers' psychological balance without annoying customers.
(2) Select the target.It can play a certain role for customers with strong self-esteem, arrogance, and responsiveness, but it will not have much effect on customers who are unresponsive, and it will cause disputes and resentment for particularly sensitive customers.Therefore, when using this method, we must first distinguish the type of customer.
(3) For motivation.The prompt should be aimed at the customer's main buying motivation.
(4) Act quickly.After the reminder, the customer should be provided with a solution immediately, and the customer should be satisfied, so that the customer can feel the goodwill and sincere service attitude of the salesperson.
4. Logical hints
Through the power of logic, help customers understand problems and needs, and persuade customers to buy products.As an effective promotion method, the logical prompt method needs to pay attention to the following points:
(1) For customers.This method is more suitable when the clerk is dealing with customers who have rational buying motives.In addition, in the marketing process of complex commodities and expensive commodities, clerks can try their best to use logical prompts to make logical arguments.Because customers who buy these products pay more attention to their quality, price, practical utility, service, etc., that is to say, customers usually consider all aspects of the product more rationally.
(2) Choose the appropriate way of reasoning.The basic form of logical prompting is syllogism reasoning, which is mainly composed of three parts: major premise, minor premise and conclusion.In the actual application process, the clerk can omit the major premise, or the minor premise, or the reasoning conclusion, or omit both parts at the same time and only suggest one part. After all, the logical reasoning in the product promotion process is not purely theoretical, it is practical work The flexible use of Chinese language is more practical than pure theoretical logic, and it is more conducive to the vitality and harmony of the atmosphere.Therefore, when applying the logical prompting method, the clerk should choose the appropriate reasoning method according to the actual needs to carry out effective product promotion.
(3) Pay equal attention to reason and reason.In fact, few customers are willing to listen to the clerk's scientific but dry logical reasoning, and few customers are willing to listen to the clerk's serious promotion and preaching.For this reason, when applying the logical prompting method, the clerk should not only pay attention to the logic and science of the prompt, but also pay attention to the artistry of the prompt, so as to show the clerk's sincere attitude towards the customer, and show that the clerk is willing to help and understand the customer.In short, the clerk should combine logical methods with artistic means, and pay equal attention to reason and reason.
([-]) Demonstration method
1. Commodity demonstration method
To a large extent, the product itself is a silent clerk, the most accurate and reliable source of purchase information. No matter how vivid the description and explanation method is, it is not as impressive as the product itself.The so-called seeing is worth seeing, through the on-site demonstration of the product can stimulate the sensory organs of customers more vividly, so it has a better promotion effect.When using the product demonstration method, you should pay attention to:
(1) Grasp the key points of the presentation.Due to the influence of various reasons, it is impossible for the clerk to demonstrate the whole content of the product to the customer.Therefore, the clerk must choose the key points that can show the important or special properties of the goods.For example, in order to show customers that a certain type of glass is stronger than ordinary glasses, a clerk deliberately dropped the glass on a hard ground, and the glass was intact.What is especially emphasized here is that the key points of the demonstration must be consistent with the needs of customers. It is impossible to find the key points of the demonstration without the needs of customers, and it is impossible for customers to take purchasing actions.
(2) Combination of demonstration and explanation.Speaking without speaking or speaking without acting is not conducive to the transmission of product information.When performing product demonstrations, shop assistants should pay attention to the organic cooperation between demonstration and explanation, pay attention to the combination of demonstration art and explanation art, try to add interest to demonstration and explanation, and make their own demonstration and explanation more attractive.For example, the traditional method of demonstrating oil stain cleaning agent is to wash a special dirty cloth. If the clerk changes the traditional sales method and puts oil stains on a white shirt, and then washes it with oil stain cleaning agent on the spot, explain while demonstrating , Customers will be impressed with this product, and it is possible to buy it on the spot or in the future.
(3) Let customers participate.Allowing customers to participate and conduct personal demonstrations will more effectively stimulate customers' desire to buy.For example, a typewriter clerk can ask a customer to try typing, an automobile clerk can ask a customer to take a test drive, a food clerk can ask a customer to taste, and so on.If the customer can touch the product in person, the demonstration will leave a deep impression on the customer.If some products cannot be operated by customers in person, try to let customers participate in demonstration activities, such as asking customers to be assistants.In short, allowing customers to participate in product demonstration activities can better attract customers' attention and enhance their sense of identity.
2. Graphic presentation method
The clerk can introduce products to customers more vividly, authentically and reliably through words, drawings, photos, etc. If some key points are paid attention to during the demonstration, it will have a better marketing effect.
(1) Collection of relevant product information.Such as commodity production license documents, commodity quality appraisal documents, commodity technical description materials, articles and pictures about commodities in newspapers and magazines, letters of praise from customers, comparative data before and after consumption of commodities, and follow-up survey statistics, etc.Pay attention to the relevance, systematicness, accuracy, and authority of the information, so as to make the product more convincing.
(2) Organize and display data.After the data is collected, two principles should be followed for information processing: one is to fully display the advantages of the product; After people watch it, they will have a strong stimulation in terms of feeling and cognition, and there will be a sense of vibration, leaving a deep impression.For example, use the large contrast of the picture in terms of tone, structure, and proportion to set off, and mark, enlarge, and close-up the key words.
(3) Pay attention to the different characteristics of customers.The content of product information should meet the needs and preferences of customers.To this end, it is necessary to prepare different materials for different customers, and to conduct different product demonstrations for different customers.
3. Commodity proof demonstration method
The proof demonstration method refers to the method in which the clerk persuades the customer to buy the product by demonstrating relevant proof materials.The key to the transaction of goods is to win the trust of customers. In order to effectively convince customers, the clerk must come up with convincing certificates about the goods.In the process of product promotion, whether it is using the prompt method or the demonstration method, it is indispensable to demonstrate various product certificates, or the proof demonstration method plays a pivotal role in the process of product promotion.When using the commodity certification demonstration method, the clerk must pay attention to:
(1) The supporting materials must be true and reliable.In order to win the trust of customers and urge them to take purchase actions, the proof materials presented by the clerk to the customers must be true and reliable.Under no circumstances should false and invalid information be used to deceive customers.
(2) The proof materials must be targeted.The clerk should not only pay attention to collecting and sorting out relevant certification materials, but also pay attention to preparing relevant certification materials in a targeted manner according to the difficult points of customers, so as to enhance the persuasiveness of the product.
(3) Demonstration of supporting materials should be natural.The clerk's demonstration should be natural and decent, so that customers can understand the products without knowing it, and make customers convinced. Otherwise, showing off too much will only arouse customers' resentment.Therefore, the clerk must seize the opportunity, grasp the method, and make a convincing demonstration.
pre-framing
The pre-framing method is to relieve some resistance in the customer's heart before you introduce the product to the customer, so that the customer has no pressure. If the customer feels oppressed and fearful at the beginning, it will be difficult for you to complete the following process.And the use of the pre-frame method can make customers open their hearts to listen to your product introduction.
For example, when you first meet a customer, you should immediately tell him: "Mr./Miss, the purpose of my visit this time is not to sell you anything, but to let you know why many customers will buy us products, and what benefits and benefits these products can bring to you. I only need to take about 10 minutes of your time to explain. After I finish the introduction, I believe you are fully capable of judging what is right for you. suitable."
Using this statement, you let the customer feel that you will not sell them anything compulsively, and the only thing you do is to provide the other party with certain information and let him make his own decision.
After you have introduced the product, you can then smoothly ask: "Mr./Ms. ××, may I ask if the introduction to our products and services just now is suitable for you, or can it be helpful to you? "
listening skills
Gao Min is a clerk at a natural food company.Although natural food has been popular for a long time, most families still don't have a clear understanding of this product and dare not buy it rashly, which makes Gao Min's performance never improve.
One day, a customer came to the store. Gao Min told the customer the functions and effects of aloe vera essence as usual, but the customer also expressed no interest.Gao Min thought: "This time there is no way to make a deal again." At this time, the other party suddenly said: "What a beautiful potted plant! This is a very rare Cadillac, a type of orchid. Its beauty lies in its elegance. style."
"Really? It's been here for so long, and I didn't know it was so precious. It seems that you have a lot of research on orchids." Gao Min said.
"Of course, I have a pot of the same at home."
"Really? This potted plant is expensive, right?"
"Yes, this potted plant costs 800 yuan!"
"What? 800 yuan..."
Gao Min thought to herself: "The aloe vera essence is also 800 yuan, and there is probably hope for a deal." So she began to focus on the topic consciously.
"Do you have to water it every day?"
"Yes, every day must be carefully nurtured."
"So, that potted flower is also a member of your family?"
The lady felt that Gao Min was a caring person, so she began to teach all the knowledge about orchids; and Gao Min also listened attentively, thinking about how to persuade the lady to buy her products through orchids.
When the customer was almost finished talking, Gao Min took the opportunity to express what was in his mind just now: "Madam, you like orchids so much, you must have a lot of research on plants. You are an elegant person, and at the same time, you must also know that plants bring great benefits to human beings." For example, it can bring you warmth, health and joy. Our natural food is the essence extracted from plants, and it is pure green food. Madam, today is like buying a pot of orchids, buy natural food !"
In the end, the lady readily agreed.As she opened her purse, she also said, "Even my husband doesn't want to listen to me rambling on so much; but you are willing to listen to me, and even understand what I'm saying, and hope to talk to you about orchids again someday, okay?" ?"
This successful sales experience has benefited Gao Min a lot. She applied this experience to her future sales work, and sure enough, her performance gradually improved.
Communication skills are a very important sales skill.And the most important thing in communication is not the observation of words and expressions, nor the eloquence of eloquence, but the answer that many shop assistants may know-listening.In other words, an excellent clerk must not only be able to speak, but also be obedient.Never interrupt the customer to speak his mind during the sales process.When the customer finishes speaking and asks you to speak, you should pause for 3 to 5 seconds.Remember to always smile and imitate the actions of customers.
Good listening skills can help shop assistants solve many practical problems in sales promotion.It can be said with certainty that listening is no less important than presentation and questioning for successful sales.By listening, you can show customers that the associate respects their needs and is working hard to meet them.
Just like Gao Min, a natural food clerk, when using conventional methods to sell products to customers failed to achieve results, he just used the topic of a pot of orchids to open the hearts of customers. Lead the topic from orchids to their own products, thus successfully selling the products.Listen patiently to the other party's conversation, so that you can virtually improve the other party's self-esteem and create a harmonious atmosphere for successful sales.
Therefore, the clerk should improve his ability to listen well, not only to listen carefully, but also to learn how to listen, and in the process of listening, guide skillfully, so that customers will buy your products readily.
The use of composition
When introducing products that have no obvious advantages in the short term, we must be good at drawing a picture of the future in the minds of customers, so that customers can perceive the future situation, so as to achieve the purpose of sales.
Clerk: "After many years of painstaking research, our company has finally produced these new products. Although it is not yet a first-rate product, it can only be said to be second-rate, but I still ask Boss Wang to use the first-rate product Price to buy from our company."
Customer: "Hey! Manager Chen, are you right? Who wants to buy second-rate products at the price of first-rate products? Of course, second-rate products should be traded at the price of second-rate products! How could you say such a thing?" What about?"
Clerk: "Boss Wang, as you know, there is only one company in the whole country that can be called the first-class light bulb manufacturing industry. Therefore, they have monopolized the entire market, that is, they raise the price arbitrarily, and everyone still wants to buy it, right? ? If you have the same excellent product but at a lower price, isn’t it a better choice for you and other agents? Otherwise, you still have to buy at the price offered by the manufacturer.”
(pause)
"Take a boxing match as an example! It is undeniable that no one can ignore the strength of Muhammad Ali. However, if there is no one to fight against him, this boxing match cannot be carried out. Therefore, there must be someone with equal strength. It's a wonderful boxing match, isn't it? Right now, Ali is the only one in the light bulb manufacturing industry. If there is an opponent at this time, there will be opportunities to compete with each other. In other words, if we provide you with high-quality new products at low prices, you will definitely get more profits.”
Customer: "Manager Chen, you are right, but there is no other Ali at present!"
Clerk: "I think our company can act as the other Ali. Why can our company only manufacture second-rate light bulbs? This is because our company lacks funds, so we can't make breakthroughs in technology. If something like Agents like Boss Wang are willing to help and buy our company's second-rate products at first-rate product prices, so we can raise a sum of money and use this fund for technological renewal or transformation. I believe that in the near future, our company will definitely Excellent products can be produced. In this way, there are two Alis in the light bulb manufacturing industry. Through competition, there is no doubt that the product quality will be improved and the price will be reduced. At that time, the company will definitely thank you all At this moment, I only hope that you can help the company to play the role of 'Ali's opponent'. I hope you can continue to support and help the company to tide over the difficulties. Therefore, I ask you to buy the company at the price of first-class products second-rate product."
Customer: "Some people have been here before, but no one has ever said these things. As an agent, we understand your company's current situation very well, so I decided to buy your second-rate products at the price of first-rate products. I hope You can quickly become another Ali."
The sales manager scored a sales victory by virtualizing a future event.
At the beginning of the negotiation, the sales manager said "please buy from our company at the price of first-class products", this sentence aroused the curiosity of the customers, which is exactly the purpose of the sales manager.Next, the sales manager gave full play to the advantages of his rational and emotional thinking, and advanced his plan step by step.
First of all, he analyzed the current situation of the light bulb manufacturing industry, and then compared the competition in the industry to a boxing match, and compared the first-class manufacturers to the boxing champion Ali. Boss Wang agreed with the sales manager and said, "There is no other Ali at present. At that time, the sales manager seized the opportunity: "Our company will act as the other Ali." At this time, Boss Wang's thinking returned to reality from the future, which is the performance of a real sales master.
When the sales manager analyzed and imagined that when "two Alis" appeared in the light bulb market and the agents would ultimately benefit, he completely convinced Boss Wang, so he got the order.
hypothetical closing method
The hypothetical transaction method is actually that you assume for the customer in the sales process that he has already bought your product and what benefits and benefits it has brought, that is, to grasp the unique selling point that the customer needs.
Case number one:
Clerk: "Mrs. George, have you decided to buy the old house you saw yesterday?"
Mrs. George: "Oh, we haven't made a final decision yet."
Clerk: "Don't you really like that cherry tree in the yard?"
Mrs. George: "Yes, I like the cherry tree very much. I liked it as soon as I entered the yard, but the floor in the living room is very old."
Clerk: "The floor of this living room is a bit old, but haven't you noticed? The biggest advantage of this house is that when you and your husband stand by the window and look out through the window, you can see the yard the cherry tree in the
Mrs. George: "The equipment in the kitchen is also very old."
Clerk: "The kitchen equipment is indeed a bit old, but every time you cook in the kitchen, you can look out of the window and see that beautiful cherry tree."
Mrs. George: "The plumbing and ceiling of the house have to be redone. And..."
(2) Demonstration method ([-])
Clerk: "That's right, this house has many shortcomings, but this house has a feature that all other houses don't have, that is, if you look out from the window of any room, you can see the tree in the yard. Beautiful cherry trees."
In the end, the customer bought the "cherry tree" for 80 yuan.
Case [-]:
Clerk: "Good morning, Manager Song, I'm Li Li, the customer manager of XX Dairy Company."
Customer: "What product do you want to talk about entering the store?"
Clerk: "Our company newly launched lactic acid bacteria products in the first half of the year, a total of 5 single products. I hope to cooperate with your store."
Customer: "I'm not interested in this category. There are already several brands sold in the store. I don't want to add more brands for the time being. Sorry."
(Apparently ready to end the conversation.)
Clerk: "Yes, there are indeed several brands in the store, but they are all packaged at room temperature. Our products are active lactic acid bacteria and are packaged in fresh-keeping. Consumers are definitely more willing to buy fresh-keeping milk in the same price range. Secondly, our The product has entered the catering channel in an all-round way, and the sales volume is increasing every month, especially in the large catering stores near you, many consumers will go to the store for secondary consumption. Our company adopts 'high price, high promotion' marketing strategy, so the gross profit point of our products must be higher than other dairy products.”
(Use the shortest words to arouse the other party's interest in negotiation. In this passage, the clerk mentioned several aspects such as product selling points, established fixed consumer groups, high gross profit, etc., so as not to arouse the other party's interest resentment and end the negotiation.)
Customer (think for a moment): "Which other channels are you selling your product on?"
(The other party is already interested, but he needs some data to support his idea.)
Clerk: "Now more than 100 supermarkets are selling our products, including some international chain stores. The sales are in good condition. I can show you the historical data."
(Increase the other person's confidence by stating the facts of the situation.)
Customer: "Okay, I want to see the samples first."
From the point of view of sales, there is no product that cannot be sold, only people who cannot sell the product.Because a smart clerk can always find a selling point that customers are most interested in, so as to sell the product.A unique selling point can be related to the product itself, or sometimes, it can be unrelated to the product.When the unique selling point is related to the product, it can be the unique function, quality, service, price, packaging, etc. of the product; when it has nothing to do with the product, what is sold at this time is a feeling and a trust.The above two sales stories are typical cases of shop assistants impressing customers with unique selling points.
In Case [-], the clerk led a couple to look at an old house. When the customer saw the cherry tree in the yard, he seemed very happy. The clerk caught this information in time and made a judgment: the customer liked the cherry tree.This is the reaction of the clerk's excellent thinking habits.
After discovering this, when the customer expressed dissatisfaction with the old floor in the living room and the poor equipment in the kitchen, the clerk promptly said: "If you look out of the window of any room, you can see the cherry trees in the yard. "In the end, the customer bought the house, which was not satisfactory, just because he liked the cherry tree.This process is a manifestation of the clerk's excellent sales ability. She can timely emphasize the unique selling points of the house according to the customer's response, keep the customer's thinking on the unique selling points, and finally make a purchase decision.
The clerk in Case [-] showed flexible adaptability. Faced with the buyer's refusal, the clerk succinctly told the buyer the unique selling points and competitive advantages of the product in a short period of time, successfully aroused the buyer's interest, and finally won the regular agreement of both parties. Opportunity to negotiate.
In short, if you want to sell products, you should consider what customers care about when introducing your products, find out the value of their purchases, find out the cherry tree, that is, grasp the unique selling points of the product and show them to customers, so that customers See the benefits that come with your purchase.
The use of FAB sales speech
FAB corresponds to three English words: Feature, Advantage and Benefit, that is, attributes, functions and benefits.When explaining the point of view, the introduction in this order is a persuasive speech, and the effect it achieves is to convince customers that your product is the best.
Here are the three elements of a persuasive speech:
1. Attributes
We often translate it into characteristic or characteristic, and many clerks still translate it into characteristic or characteristic to this day.Features, as the name suggests, are the places that differentiate them from competitors.When you introduce your product and compare it with your competitors' products, it creates a certain resistance in customers.If the Feature used for sales is translated into attributes, that is, the objective reality contained in your product and the attributes it has, it will avoid the generation of customer resistance.For example, the podium is made of wood, and what is made of wood is a certain objective reality and attribute (Feature) contained in the product.
2. Role (Advantage)
Many shop assistants translate it into advantages, which means that you are better than your competitors, which will naturally make customers more resistant.Because you have many competitors and many similar products, it is impossible for your product to be better than all of them.
Every product in reality has its own characteristics. When you say that a certain function of the product is better than competitors, customers will feel disgusted.In fact, it would be better to translate A (Advantage) into function in sales, and function (Advantage) is the usefulness that can be brought to customers.
3. Benefits
It is the benefit to the customer.For example, if the podium is made of wood, the advantage of wood to customers is that it is very light.
According to FAB, it should be explained like this, this podium is made of wood, it is very light to carry, so it is very convenient to use.Such a structure is the structure of the clerk's persuasive speech. Only such a structure can make the customer feel that your product meets his needs and is willing to buy the product.
To put it simply, it is to state the valuable part of the product to consumers, instead of talking about the characteristics of the product.
A customer in a store was going to buy a battery, and the clerk recommended him a long-lasting battery that was on the market.
Customer: "The battery of the Pod you introduced just now can really last for 3 years?"
Clerk: "Look, there is a detailed description of the battery life in the manual. Under normal use, the charging times are 5000 times. If you charge up to 4 times a day, it will be 1250 days, which is almost 4 years."
Customer: "But your product has been launched for less than half a year, how do you know it can be used for 3 years?"
Clerk: "When a product is introduced to the market, it has undergone a lot of testing and has passed the national inspection. You can rest assured."
Customer: "If the battery fails to charge after less than 3 years, will you promise to replace it for free?"
Clerk: "If the product is beyond the warranty period, there will be a charge for replacement. The warranty period is one year."
Customer: "So, there is still no guarantee that it can be used for 3 years."
At this time, the clerk has no reason to trust the customer. It is actually very normal for the customer to have various questions.The main reason for customers to doubt product quality and technical characteristics is that the shop assistants did not apply FAB skills when introducing products.
In the above case, if the FAB technique is applied, when the customer asks a question, the clerk's answer should be like this:
(3) Demonstration method ([-])
"The main challenge of all small electrical products, especially mobile products, such as MP3 players such as ×× is battery performance. In the United States, many consumers are most concerned about the battery durability of this Walkman. In the product Before being introduced to the market, after a lot of tests, especially the anti-attenuation test, the performance of the built-in battery has been improved by a hundred times compared with the previous one, and can support more than 5000 charges. Generally, if it is charged 4 times a day, it can be used for 1250 days, nearly 4 years. Many users have used it for 4 years, and it is time to update their MP3s. If they continue to use them, we will provide battery replacement services at cost prices. This is the uniqueness of brand products.”
descending introduction
The descending introduction method is to introduce the final benefits of the customer after purchasing the product to the customer step by step, and put the most important and attractive things to him first.This requires the clerk to accurately introduce the benefits of the product, which needs to start from the following aspects.
1. Know your products clearly.Well-trained shop assistants can clearly know exactly what aspects of their products have good performance, and can master the benefits that the characteristics of the products can provide.
2. Understand the customer's concerns.In dealing with customers, the most difficult thing to judge is their concerns or interests. Only by finding their concerns can we sell according to their needs.A good clerk should first figure out what the customer cares about.In order to clearly understand the needs of customers, it is necessary to repeatedly and deeply understand the real thoughts of customers through questions and answers, so as to give customers the most needed purchasing suggestions and complete sales.
3. Proactively demonstrate the benefits of your product.The clerk directly tells the consumer the benefits they can get by accepting the product or promotional plan. When the benefit meets the needs of the customer, he will most likely agree to buy the product or accept the offer.
4. Use various methods to emphasize the benefits of the product.It includes quality, taste, packaging, color, size, market share, appearance, formula, cost, production process, etc., so that customers have a feeling of being enlightened - I just want such a thing, so that you are far from the success of sales It's just one step away.
Some people think that the concept of product benefits is very scattered and not easy to grasp. In fact, the benefits that products bring to customers have rules to follow. You only need to grasp the following points.
1. Help customers save money.
2. Help customers save time.Efficiency is life, and time is money. If we develop a product that can save time for customers, customers will like it very much.
3. Help customers make money.If we can provide a set of products to help customers make money, when the customer really understands it, he will buy it.
4. A sense of security.When a customer buys aviation insurance, he does not buy the policy, but buys a sense of security for his family and himself.
5. A status symbol.The auction price of a brand-name watch is 700 million RMB. Judging from the functional value of a watch, it is really not worth the expense, but some customers still choose it because it is unique, rare and can give people a status symbol.
6. Healthy.There are various nourishing and health-care medicines on the market, which capture people’s natural fear of illness and death, so when a customer believes that your product can help him solve such problems, he will have such needs.
7. Convenient and comfortable.
In front of the electronic product counter, an electronic product clerk is selling game floppy disks to customers.
Clerk: "Looking at your age, isn't your child going to middle school soon?"
The customer froze for a moment: "Yes."
Clerk: "Middle school is the time when the development of intelligence is most needed. You see, these game floppy disks must be of great help to improve your child's intelligence."
Customer: "We don't need any game floppy disks. The kid is about to go to middle school, so how dare you let him play games!"
Clerk: "This game card is a puzzle game specially designed for middle school students. It combines games with mathematics and English. It is definitely not an ordinary game board."
Customers seem to want to listen.
The clerk quickly said: "Now is the era of knowledge explosion. We no longer just learn knowledge from books like we used to. Don't think that playing games will affect learning, and that this game board is harmful to children. The game board is well designed. become an important tool for children to learn."
Then, the clerk took out another magnetic card and handed it to the customer, saying, "This is a new type of game card. Come, let me show you."
Gradually, customers are attracted.
The clerk strikes while the iron is hot: "Children are so happy nowadays, they are born in an open environment. Parents often put a lot of energy into the overall development of their children. Several parents like you have bought this kind of product just now. Game cards, parents are very happy to have such a product that can not only stimulate children's interest in learning, but also make parents no longer anxious for children to play games, and hope that there will be more series of products in the future!"
The customer was tempted and began to ask the price.
In the end, the customer bought a few game floppy disks with great satisfaction.
In the above product introduction, the clerk arranged the speaking order, that is, the language is logical. After the perceptual question, he gave the final benefit to the customer first, that is, connecting his own game floppy disk with the intellectual development problems of middle school students. And position the game floppy disk as an important tool to help children learn.
We know that parents attach great importance to children's learning and intellectual development, and the clerk has hit the point when he said this, that is, he has touched the hearts of customers.Sure enough, the customer was impressed and the deal was done.
Use of sales tools
Using some sales tools in the product introduction process can make customers better accept the product and promote your sales.
1. Use of POP
POP can be said to be a silent salesperson. Retailers display on windows, floors and counters to remind customers and stimulate impulsive purchases. It can briefly introduce the characteristics of products and enliven the atmosphere in the store.Sometimes displays are provided by the manufacturer.
2. Coupons
The use of coupons can be very helpful for ongoing advertising campaigns and increase store traffic.According to surveys, 99% of customers use coupons at least once a year.The use of coupons also played a very good role for customers to know the store.
Pay special attention to the negative effects of coupons when using them.Sometimes, customers only come to shop when there are coupons, the recovery rate is low, many and messy, fraudulent behavior and higher management costs are prone to occur in the use of coupons.A large number of coupons were sent to American households, but customers used only 2% of them.
3. Contests and Sweepstakes
Contests are where customers get rewards for participating in games, and lotteries are similar to contests, except that the winners are chosen at random.It is about attracting and keeping customers by engaging them in activities that are rewarded with substantial rewards.However, the cost of contests and lottery draws is relatively high, and they need to be used repeatedly to attract customers. Customers need to work hard to get rewards, and some people who have not shopped can also fish in troubled waters.
4. Distribute gifts
Give old customers gifts or gifts when customers refer new customers.
Give out gifts to encourage existing customers to refer new customers.There are no major downsides to this approach, which values the influence of friends on shoppers' decisions.
The name of the store is printed on these small gifts, which can play a role in promoting the store.These things can be used as a supplementary means of promotion.The advantage is that it is effective for a long time.
5. Samples and trial products
Free trials (such as tasting fruit or applying body cream) and/or demonstrations (such as cooking classes) can be used to supplement personal selling.The advantage of this approach is that it can attract customers to participate and can promote impulse purchases.The problem is that some customers may only look at it but not buy it and the cost.
6. Special planning
Including fashion shows, author signing events, art exhibitions and holiday activities (such as children's car trips).
Generally, when carrying out special planning, it is necessary to weigh between the cost of the activity and the potential effect (such as enhancing customer recognition and increasing traffic).
(End of this chapter)
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