Be the best store manager

Chapter 23: A Kick at the Door - Skills of Closing the Deal

Grasp the timing of the transaction

American general MacArthur said: "The purpose of war is to win." The purpose of sales is to win the transaction, and the transaction is the fundamental goal of the clerk. If the transaction cannot be reached, the entire sales activity will fail.

The so-called transaction is the behavior process in which the clerk induces the customer to conclude the transaction and makes the customer buy the product.

The specific meaning of the psychological term "psychologically appropriate moment" in sales work refers to the time when the customer and the clerk reach a complete agreement in thought, that is, at a certain moment, the buyer and the seller are in harmony. The best time to trade.If the clerk can grasp this specific moment, the hope of a deal is great.

It is very important for a clerk to grasp the timing of the transaction.Too early or too late will affect the quality of the transaction or lead to failure. To facilitate the transaction, the timing of the transaction should be captured first.When the time for a transaction arrives, it must be accompanied by many characteristic changes and signals. The clerk should be good at alerting and sensing changes in other people's attitudes, and be able to judge the "heat" and "timing" based on these changes and signals in a timely manner.

Under normal circumstances, customers' interest in buying is "gradually increasing", and when the buying time is ripe, the customer's psychological activities tend to become clearer, and they are expressed in various ways, that is, sending various transaction signals to the clerk.

The transaction signal is the purchase intention information expressed by customers through language, behavior and emotion.Some transaction signals are expressed intentionally, while others are revealed unintentionally, all of which need to be discovered by the sales staff in time.Customer transaction signals can be divided into three types: verbal signals, behavioral signals and facial expressions.

1. Speech Signals
When customers have the heart to buy a product, it can be judged from their language.For example, when a customer says: "How soon can you get new stock?" This is an intentional sign of genuine interest, which shows the salesman that it's time for a deal; Strong; and if the customer discusses the terms with you, it means that he actually wants to buy.To sum up, if any of the following situations occurs, it means that the customer has a purchase intention and the transaction is close at hand:
(1) Give a certain degree of affirmation or approval.

(2) Talk about some reference opinions.

(3) Ask for advice on how to use the product.

(4) Inquire about the details of the goods (price, transportation, delivery time, location, etc.).

(5) Ask a new purchase question.

(6) Express a more direct objection.

There are many types of language signals, some express admiration, some express surprise, some express appreciation, some express inquiries, and some express objections.

It should be noted that the objections are more complicated. Among the objections, some are signals of transactions, while others are not. It must be analyzed in specific situations. Neither all of them can be regarded as signals of transactions, nor should they be indifferent.As long as the salesperson deliberately captures and induces these verbal signals, the transaction can be successfully facilitated.

2. Behavioral signals
The clerk should carefully observe the behavior of customers, and adopt corresponding strategies and skills to induce them according to the changing trend of customers, which is very important in the stage of facilitating the transaction.Common behavioral signs are:
(1) Customers nod frequently.

(2) The customer leans forward and gets closer to the salesperson.

(3) The customer touches the order with his hand.

(4) Customers check samples, instructions, advertisements, etc. again.

(5) The customer relaxes the body.

The above actions may indicate that the customer wants to reconsider the recommended product, or that the purchase decision has been made, and the tense thoughts are relaxed.

3. Expression signals
Buying intentions can be discerned from the facial expressions of customers.Staring eyes, turning the corners of the mouth slightly, or nodding in approval are all related to the customer’s psychological feelings, and can be regarded as transaction signals. The specific manifestations are as follows:
(1) The tightly locked eyebrows are separated and raised.

(2) Eyes move faster, as if thinking about something.

(3) The lips began to tighten, as if tasting something.

(4) Look active.

(5) The attitude is more friendly.

(6) The previously contrived smile gives way to a natural smile.

It can be seen that the language, facial expressions and every move of customers are expressing their thoughts.From the obvious behavior of customers, it can also be judged whether they are eager to buy or resist buying.It is not very difficult for shop assistants to discover, understand, and use the transaction signals revealed by customers in a timely manner. Most of them can be solved by common sense.When the transaction signal is sent out, capture it in time and quickly put forward the transaction request.

Changes in customer body and tone of voice
Nonverbal signals that convey a great deal of personal information.If people can detect and interpret the various signals sent by others, and can respond appropriately at the right time, then they can have an advantage and control the situation in the field of store sales.

If you can understand the customer's thoughts and emotions through body language, and at the same time you can respond in a timely manner, you can generally elicit the results you want.From the customer's body language, store associates can know when and how to change their response.For example, when should you change your strategy, product introduction timing, or personal style, etc.That is to say, in the conversation between the clerk and the customer, it is necessary to add some new things in a timely manner, such as adjusting your body language, showing more benefits of the product, or adopting other techniques to achieve your sales goals.

From the body language response of the other party, we can know how much the other party understands the content of the conversation.If the other party shows a dull look, or just stares blankly, then we can infer from this that the other party has been distracted, or that the other party is thinking about his own thoughts.At this time, the speaker can pause for a moment, or ask the listener if he understands what he just said, or the speaker can repeat the key points just said, giving the other party time to digest and absorb the information.

Generally speaking, perceptive store associates know that non-verbal signals are much more powerful than words alone in the sales process.As store associates become more proficient at reading each other's nonverbal signals, they can close deals faster and easier.The communication of non-verbal signals in conversation can be carried out from the following three aspects:

1. Silent message
Psychology professor Albert?A report by Mann shows that 55% of people's emotional expressions are expressed silently, 38% are conveyed through verbal intonation, and only 17% are purely verbal.

Silent communication is important for sales presentations.Potential customers signal that they are seriously considering a purchase by (1) moving a seat closer; (2) rubbing hands against a table; (3) rearranging a retail display.

Good clerks study facial expressions very carefully.Certain expressions—especially the eyes—can reveal identification and a desire to buy.You can only learn by experience that you need to be sensitive and quick to catch these indications when they arise.

In body language, when the customer does not make a decision immediately, but studies the products carefully, puts the products under the light and checks them over and over again.A potential customer touches their chin, examines a sample, peruses a label, lifts a product, turns a key, or pulls a timing lever, pulls out an instruction manual, and is drawn in.Such body language shows that the deal is a matter of time.A customer is too cautious to tell you right away that he will buy.Work with them until the final deal.

When the customer enters the store, stand very close to you and nod in agreement with your sales explanation.At one point, she leans forward and touches your arm, and your green light goes on, and it's time for you to close the deal.

The customer folds his hands and touches his lips with his fingers: yellow signal, doubts.At this point, you need to take a step further to get the green signal—you lean forward, smile, and ask flexible questions: "What do you need in this type of product? You look at this product." Can I help you?"

If your prospect is adamant at first ("Your prices are too high"), remember to avoid disrespectful body language.Instead, show your confidence with words and deeds and offer your help.As a clerk, if you want to change the way you speak, you must first change your attitude towards customers.People often say "I get agitated and rock from side to side," referring to strong body language.

2. Judging the character of the customer
When meeting a big customer for the first time, use a slightly larger conference table to observe his personality according to the customer's choice of seat.

For example, someone who treats a conference table as an ordinary table and pulls a chair across from you to sit face to face with you is a practical person who should describe in detail the benefits that the product brings to them.Some people will sit directly at the chairman's position. This is a person with a leadership character who likes to confront others, and try to follow his tone when talking.

If you are more outgoing and open, you will choose a position closer to you; if you are more defensive, you will choose a position farther away from you, or choose a position that seems to have more influence.The clerk waits for the customer to sit down, and then chooses a suitable position that can break the deadlock.

During the entire communication process, the clerk must carefully examine the customer's body language so as not to misunderstand the meaning.For example, in the communication process, basically, a man nods because he "agrees" with what you said; a woman nods because she "heard" what you said.

More importantly, observe the patterns of body language, not just judge by a single movement.For example, if you cross your arms, the customer may be a defensive person, a shy person, or a person who is easily disturbed, or even thinks that the room you are in is too cold.However, if he keeps crossing his arms and feet, it's usually a sign that he hasn't fully opened up to you.Maybe it's because he doesn't know you well enough, or maybe what you said didn't interest him.If he is also looking at the ground, biting his lip, and not responding, then the clerk should do something special to break through his psychological defenses.

3. Intonation
Whether a person is friendly or hostile, calm or excited, sincere or false, courteous or arrogant, sympathetic or mocking, all can be shown by the tone of voice, and the words themselves sometimes do not appear to be very important, because the meaning of the words is will vary with the tone of voice.

Once, Rossi, a famous Italian tragedy movie star, was invited to a banquet welcoming foreign guests.During the banquet, many guests asked him to perform a tragedy, so he read a "line" in Italian. Although the guests could not understand the content of his "line", his emotional tone and sad expression could not help but make everyone feel sad. Shed tears of sympathy.But an Italian couldn't help but ran out of the venue laughing.It turned out that what the tragic star read was not a line at all, but a menu on the banquet.

This anecdote illustrates the communicative role of the tone of voice itself in the interpersonal and sales process.

If your tone of voice is dull, hoarse or sharp in sales, it will weaken the persuasiveness of your words and damage the delivery of your conversation.The reason why a successful salesman can impress other people's hearts is that in addition to the incisive content of the conversation and the beautiful words, his tone, rhythm, and volume are all used appropriately.To this end, the salesperson must pay attention to: minimize the nasal sound, let go and relax the throat when speaking, minimize the sharp sound, control the speaking speed, eliminate the mantra, and pay attention to the rhythm.

Appropriate and natural use of tone is the condition for smooth communication and successful sales.Generally speaking, a soft tone indicates frankness and friendliness, and it will naturally tremble when excited, and slightly lowered when expressing sympathy.No matter what you say, if it is yin and yang, it will appear cynical; humming in a nasal voice often expresses arrogance, indifference, anger and contempt, which is insincere and will naturally cause other people's displeasure.If you want to ask a customer a question that you don't understand or are not sure about, you should speak very modestly and sincerely in a tone of asking for advice, so that others will be happy to tell you and they will feel a tacit understanding between them.But sometimes, you may be unwilling to let go of your airs, ashamed to ask, for fear of being underestimated by others, so you will ask questions in a tone of testing others, as if you already know it, and you just want to test the other party.In this way, others will feel that you are not sincere, and they will not answer you seriously, so that there will be a layer of estrangement between them.If you still ask the question with a nasal voice, then show this attitude: Humph, I don't think you understand!In this way, the other party will often reply to you: "Don't you understand?" So they can't communicate with each other, and the sales work can't go on smoothly.

How to help customers make decisions
In the sales process, the transaction requires the push behind the sales staff.Helping customers make the final decision is an art of closing.

Constance, the general manager of Lincoln Log Cabin Company in Rochester, New York, is a master at helping customers make decisions.

A Mr. Rose from the town of Rochester called and said he was interested in buying a cabin.Constance described the benefits to the customer and explained the simplicity and convenience of a "log home".Ross was interested, but couldn't make up his mind for a while, after all, buying a house is not a trivial matter.

In order to win customers, Constance canceled the original plan.At 9 o'clock that night, Constance had already made a deposit of US$1000.

"As long as I get the customer's purchase information, I will immediately put aside the matter at hand and help the customer make a decision." Constance said, "If the salesperson does not treat the transaction as the top priority, it will never be successful."

Tian Ran is a salesperson of medical equipment.He was about to win an order for disinfection equipment in a private hospital, but this time he met a master who used delaying tactics. "I'll think about it in a while, there's really no budget right now. Let's talk about it next spring! They're predicting a recession and we'll know if it's true then."

Tian Ran didn't know how many times he had heard such remarks.

Tian Ran decided to take action.Tian Ran called Dean Li and said, "President Li, there is an important matter that I have always wanted to talk to you about. This matter is very important to you. Is it convenient to have dinner at noon on Wednesday?" When the dean heard that it was a big deal, he agreed to have a dinner together.

During the meal, Dean Li asked straightforwardly: "What kind of big event?"

Tian Ran took out a card from his pocket and covered it on the table.

"President Li, when will the lease of your clinic expire?"

"Next fall, October."

"I heard that the building is going to be sold. I don't think you will renew the contract?" Tian Ran said, "This matter has not been finalized, but I heard that a university wants to build a new campus near here. If it is Really, your clinic must be moved, right?"

"Yes."

Tian Ran continued, "You can move the clinic to another place."

Dean Li nodded.

"In this case, why not decide to relocate the clinic now? You will practice medicine for at least 20 years, and you won't stay in this small clinic forever, right?"

Dean Li smiled and said, "My clinic is really crowded!"

Tian Ran handed the card on the table to Dean Li, and Dean Li saw a line of words printed on the card: "A person who makes a decision after thorough consideration will never make a decision."

“I talk about this a lot with my spouse. I remember buying our first car and first house and we both discussed how important this is. It’s always my spouse who sees the future and insists that this is the future Her judgment is correct." Dean Li patted the table, and then said, "Okay! Thank you for your suggestion, I will move the clinic this summer."

Two weeks later, Tian Ran received a call from Mrs. Li, saying that her husband had found a building and signed a 10-year lease.She also said that Dean Li will soon discuss matters such as replacing medical equipment with Tian Ran. "I want to thank you in advance," she said, "someone finally persuaded him to move out of that small clinic."

Sometimes whether or not to make a deal is completely a multiple-choice question for the customer in your grasp, so the key is that you have to answer this question well.I remember when I took the train in China, I saw the conductor pushing a cart of fruit through the aisle, and they would ask the passengers around: "Do you want some fresh fruit?" This suddenly reminded me of the same scene on the train in Germany , the conductor pushes a piece of fruit that has been polished very brightly, and they will ask: "Fresh fruit, do you want one or two?" This is a sales technique.Don't leave customers with unwanted ideas, and make transaction decisions for customers.

Emphasize points of interest

The best way to persuade customers to buy is to make customers realize that after purchasing the product you are promoting, they will get great benefits, so that customers feel that they need this product and urgently need to buy it.This is an activity that takes the least amount of risk and gets the most out of it, so the salesman must be committed to talking about the benefits.

In addition, the post-purchase benefits must be concretized and realized to make them credible and accessible.Compare the following two approaches to introducing your product:
First, "This electric blanket is automatically controlled and has two switches. It is 1.5 meters wide, 2 meters long, and weighs 1.5 kilograms. It is made of 50% wool, 25% cotton, and 25% chemical fiber materials. It can Wash it with water, you can..."

Second, "This electric blanket is automatically controlled, so you don't have to worry about the temperature being too high or too low; there are two switches on both sides, and you can turn the power off from either side without getting up; it is 1.5 meters wide and 2 meters long. Fits a double bed; weighs 1.5kg and is easy to transport or store; the fabric it uses is washable so you can keep the quilt clean at no extra cost...”

After a little analysis, we can see that the first statement is all about the characteristics of electric blankets, but forgets to talk about its benefits, and ignores that the center of sales is customers, not products.The second method of introduction is talking and discussing. While introducing the product features, it mentions the various benefits brought about, so that customers feel that buying this kind of electric blanket can get a lot of benefits, and they will be willing to buy it.

Therefore, before explaining to customers, the salesperson must choose the most distinctive and prominent benefits from the listed benefits of the product as the entry point to persuade customers.

Different customer groups have different needs for the benefits of products, so the salesperson should focus on telling customers the benefits he will get.

For the low- and middle-income class, they care more about price.The salesperson should introduce that the product has good performance and can save customers money.

For the middle-income class, they pay more attention to product performance.Sales staff should emphasize the superiority of the product in terms of performance, and spend the same money to enjoy more services, and customers will be satisfied.

For the wealthy class, they pay more attention to products that match their status, or meet some of their special needs.For this kind of customers, it is necessary to emphasize the high-end and style of the products, emphasize that the output is not high but the customers are stable, and there are some unique functions.

For different customers, emphasize different interests, so that customers believe that the products in front of them are exactly what they need.

(End of this chapter)