There are ways to speak and speak skills

Chapter 9 Talking to Customers→Demand Strategies (2)
In the 20s, there was a college student in the United States who was active in thinking and humorous.A great idea came to him while he was working as an amateur customer developer.He once walked into a newspaper office and asked:

"Do you need a competent editor?"

"Do not."

"Where are the reporters?"

"No need."

"If there is a vacancy in the printing house, it will do."

"No, we don't have any vacancies right now."

"Then you must need this thing."

While talking, the young customer developer took out a beautiful sign from his leather bag, which read: "Quota is full, we will not accept people temporarily." It is so easy and easy to facilitate business in a relaxed and happy way.

Hayes, a famous speaker in Ohio, USA, was a fledgling and timid intern customer developer 30 years ago.Once, a seasoned customer development executive took him to a certain place to sell cash registers.The seasoned customer development executive doesn't have the looks of a movie star; he's short, corpulent, flushed, and has a great sense of humor.

When he entered a small shop, the owner said to him in a rough voice, "Come on, don't keep raping my ears, I have no interest in cash registers."

The seasoned customer developer was leaning against the counter, giggling as if he had just heard the best, most hilarious joke in the world.The store owner stared at him blankly, at a loss.

At this time, the experienced customer development straightened up and apologized with a smile: "I'm sorry, I can't help but laugh, you remind me of the owner of another store, just like you, he said he was not interested when he met me , Later, he became our familiar customer."

Saying this, the seasoned customer developed his sample with seriousness, enumerating its virtues.Whenever the boss expressed disinterest in a more moderate tone, he laughed and elicited a humorous flashback, adding that Boss XX ended up buying a new cash register after expressing his disinterest.

The people around him gathered around, watching them, Hayes was embarrassed and nervous, thinking that they would be kicked out like fools.The result was unexpected.After a while, they moved a cash register into the store, and the experienced customer development explained the specific usage to the boss in an expert tone.

Psychological tips:

In this case, Hayes' immediate boss used light and humorous language to effectively "offensive" the customer's psychology from disliking the cash register to gradually easing and liking it, that is, whenever the customer showed disinterest , he listed the situation of a certain customer at that time, so as to make the current customer obtain psychological confirmation, and finally reach a deal.

In the process of developing customers, the power of humor cannot be ignored. If a shrewd customer developer wants to shuttle back and forth in the market with ease, he must not only have humorous language, but also humorous actions, so that customers like you.Of course, the humor of customer developers is not humor for the sake of humor. The stories and jokes they tell must be targeted and help guide customers to favor the products they develop from the heart.

Blockbuster attracts attention

Sometimes words are so powerful that they may change a person's inner thoughts at that time.But it should be noted that the power of discourse is not just a matter of words after all. Without the support of semantics, the power of discourse cannot be obtained.Therefore, in order to speak powerful words, you need an appropriate expression.

There is a food mixer customer developer in the United States. When a male customer walks into his store, the first thing he asks is: "Do you have a high-end food mixer at home?"

The male customer was stumped by his sudden question, turned to the customer developer and said, "I have a blender at home, but it's not a high-end one."

The customer developer immediately said: "I have an advanced one here." Then, he took out a mixer from the counter, and demonstrated it while explaining it.At first, the male client wanted to join in the fun, but after watching his demonstration, he couldn't help but buy one.

Psychological tips:

From the above examples, we can see that the first sentence of the client developer was a blockbuster.If you put it another way, say at the beginning: "I want to ask, would you like to buy a new type of food mixer?" or "Do you need a high-end food mixer?" The result is compared with the first sentence , will certainly be slightly inferior.This is because:
In the first way of asking, what you want the other party to answer is: "yes" or "no".Of course, this is almost knowingly asking, but this question is well asked, and there are two advantages:

The first is that you don't immediately make customers feel that you are selling them something.You know, people hate what other people sell them, and like what they want to buy.

The second is that the businessman only said that he had a high-end mixer, and did not ask the customer whether to buy it or not.Therefore, customers will have some interest to see how the high-end ones are different from those at home.In this way, the demonstration instructions become a matter of course.As for the final purchase, it is a matter of course.

In the process of selling products, when customers listen to our first sentence, they are much more serious than listening to the second sentence and the following words.After listening to our first sentence, many customers, whether intentional or not, will immediately decide whether to send us away as soon as possible, or continue to talk.If the first sentence cannot effectively arouse the customer's interest and attention, then even if the conversation continues, the effect will not be too optimistic.

Take the opportunity to retreat
"A shopping mall is like a battlefield."In this battle without gunpowder, every commander-businessman needs not only wisdom, but also self-cultivation and demeanor, and a deep understanding of "marketing" skills.Eloquence is an extremely valuable resource in this regard, and it is an invincible weapon on the "battlefield".

The development of customers is inseparable from business negotiations, and in business negotiations, deadlock is inevitable.If the two sides are stubborn and at loggerheads, and both have the thought of "rather the jade is broken than the whole", the outcome is self-evident.At this time, as a shrewd customer development, you should try to keep calm, try to ease the atmosphere of the negotiation or change the problem, or even reluctantly give up, terminate the negotiation and wait for the opportunity to make a comeback.

It is not easy to break the deadlock, which requires mastering the skills of customer development.However, among the many skills developed by customers, the strategy and method of "taking a step back is to move forward better" is very exciting.Find ways to establish a psychologically compatible relationship with the other party, narrow or eliminate the psychological "gap" between the two parties, and then regroup in a good interpersonal relationship.

Mr. Joseph S. Wepp of the Fidelity Electric Company went to Pennsylvania to negotiate electricity business with a wealthy farmer.When he came to the neat and stately villa where the farmer lived and called the door, the other party only opened the door a small crack, and the old Mrs. Brad poked her head out from the door. When she learned that it was When the customer of the electric company developed, the door was slammed shut.Mr. Weep knocked again, and it took her a long time to open the door again, a small crack, and before she could speak, she began to hurl insults.

Although it was very difficult at the beginning, the shrewd Mr. Webp was not discouraged by it. He was determined to retreat and try his luck.

Mr. Weep: "Mrs. Brad, I'm sorry to bother you. I'm not visiting you for the electric company's business, just to buy some eggs from you."

Hearing this, the old lady's attitude softened a little, and the door opened a little wider.

Seeing the opportunity, Mr. Weep continued, "Your chickens are growing really well. Look how beautiful their feathers are. These chickens must be the Domingo breed. Can you sell me some eggs?"

At this moment, the door opened wider again.

Mrs. Bullard said, "How do you know it's a Domingouk chicken?" Mr. Weep knew that his words had resonated with the old lady, so he struck while the iron was hot, and said, "I also raised some chickens. Like you It's the first time I've seen such a fine chicken. And my Leghorn chickens can only lay white eggs. Ma'am, you know that when making cakes, it's better to use russet eggs than white eggs. My wife is making a cake today, so I ran to you..."

When the old lady heard it, she was happy, and ran from the house to the porch.Mr. Weep took advantage of this short time to take a look at the environment and found that they had a complete set of cheese equipment.

So Mr. Weep went on, "Ma'am, I'll bet you're making more money raising chickens than your husband is making more money raising cows."

This sentence made the old lady very happy.Because for a long time, she always wanted to tell others about this proud thing.She immediately brought Mr. Weep in and gave him a tour of the chicken coop.During the visit, Mr. Webp expressed sincere admiration from time to time, and also exchanged knowledge and experience in raising chickens.

In the end, Mrs. Bullard asked him about the benefits of using electricity, and Mr. Weep introduced the advantages of using electricity to her in a down-to-earth manner.Two weeks later, Mr. Webp's company received an application for electricity from the old lady.Later, they received a steady stream of electricity orders from this village.

Psychological tips:

In this case, Mr. Weep's "retreat and advance" was used just right, and finally Mrs. Budella accepted his electricity suggestion with great pleasure.Using this method, you should pay attention to your topic should be what the customer cares about and is interested in, otherwise the other party will show a "red light".If you compliment the other party, be sure to seek truth from facts, and don't let the other party know that you are trying to seduce him and give up halfway.At the same time, you must seize the opportunity and skillfully show your unique trick when the other party is in a good mood-returning the carbine.Remember: "The opportunity is never to be missed, and the time will never come." Delaying the opportunity will only make you waste your time and work in vain.

When fighting psychological warfare with customers, it is not easy to use the tactic of "retreating to advance" because you must have a comprehensive understanding and cognition of the customers you want to develop, and you must conduct research and research on them in advance, and even To know the customer's recent preferences and views on some things.Only in this way can you have a 50% chance of winning, because the other 50% of the chance depends on whether you can understand and grasp the psychological needs of customers in a timely manner so as to guide them to have a good impression of your product.

bargaining calmly
"Haggling" is commonplace when doing customer development.Sometimes, what we provide is high-quality service and high-quality products, and we don’t want to lower the price to win. Facing the request of customers to lower the price, we must calmly explain the reasons for not lowering the price to the customer in a firm tone.

If some customers ask: "How much discount can you give me?" The salesperson: "Sorry, our company has always stipulated that there is no discount, because our products are never discounted in quality, so it is difficult to discount the price. , if we do, our company will be discredited."

Customer: "XX company promised to give us a [-]% discount if we buy their products. Why don't you give us a discount?"

Businessman: "As far as we know, the company that gives the discount has already incorporated the 5% profit into the selling price. The company absolutely does not use this method of 'the wool comes from the sheep' to please customers. To be more correct, this is We are deceiving customers, so our current price is the most reasonable minimum price, don’t you think we are a credible and honest company?”

In this example, the operators use the company's reputation to make a fuss, so that the other party feels that the company can indeed be trusted, because they would rather take the risk of reducing sales than engage in deception.

Let's look at another example of rejecting a client's request for agency fee reduction or exemption:
"Please estimate the price, you don't need to pay the agency fee!" The customer made a request.

"Usually we charge agency fees for valuations, because we have a fairly clear accounting system, and customers can ask us for inquiries at any time, and customers are also very happy that we do this."

This is the businessman's words to refuse the customer's request to reduce the agency fee.The words were tactful, but firm, showing no sign of giving in.

Because when people decide to buy large items, although they also want to save some expenses from various aspects, whether they can save various small expenses will generally not affect the final transaction. You will not care about the 5000 yuan piano stool; as a shrewd businessman, you must be good at grasping the shopping psychology of customers, hold on to the price and not relax, so that you will increase a lot of extra profits.

Of course, even bargaining requires skill. If the two parties are stuck in a stalemate over the price without changing the subject, the result will not be "a bright future in another village".When you have a disagreement between price and customer opinion, you can analyze the rationality of the price based on the price of the product.

In view of the above examples, it is easy for a smart person who is good at doing business to make a big fuss about the price and cost, and finally convince the customer that he is willing to pay for expensive goods.Similarly, for similar problems, you can also use the sales method of shopping around.

Tom is about to buy a set of audio equipment, but due to too many varieties and economic constraints, it is difficult to make a decision at the moment.When he was wandering, a young salesperson saw through his mind and asked, "You really want to buy this set of stereos in our store, don't you? But it is undeniable that these things are very expensive. You Make a decision after careful consideration. I think if you go to other stores to compare, it may be very beneficial to you." The customer thought to himself that it is not a disadvantage to shop around, so he went to several other stores. store, made some observations and comparisons.He found that although the price of audio equipment in those stores was lower, the quality, such as appearance, sound quality, timbre, etc., was inferior. As the saying goes, you get what you pay for.Finally, he went back to the young salesperson's store and bought a stereo without hesitation.

Psychological tips:

Bargaining is an unchanging ensemble in the business field. As long as you grasp the customer's shopping psychology and use the skills of eloquence, I believe that there are only businessmen who stick to the price, and there are no stubborn customers.

When we can't argue with customers on bargaining, we must firmly grasp the customer's demand and desire, make a big fuss about our product prices, so that customers feel that our products are really worth the money, so that customers It eliminates the feeling of being cheated, and is naturally willing to buy our products psychologically.

(End of this chapter)