The psychology of the aura that makes your heart strong
Chapter 19 Left-handed aura and right-handed sales, be the greatest salesman in the world
Chapter 19 Left-handed aura and right-handed sales, be the greatest salesman in the world
A salesperson must know himself and his enemy
Among birds, the eagle's acuity ranks among the best.The eagle soars at an altitude of 3000 meters, with its eyes scanning the ground eagerly. It can observe the movement of its prey from many relatively moving scenes at once.A salesperson must have an eagle's eye, keenly discover customers and competitors, accurately analyze customer needs, and quickly find the gap with competitors and their own advantages.Once the goal is determined, it is necessary to take action immediately, communicate with the customer as soon as possible, firmly grasp the customer, and refrain from doubting your own actions and customers.
In sales, the most important thing is not to defeat others, but to defeat yourself.The key to defeating yourself is to understand yourself, know your strengths and weaknesses, and constantly improve yourself.Recognize yourself to learn from others, gain insight into yourself through others, reflect on yourself, discover shortcomings, improve working methods, make continuous progress, and surpass yourself.Most salespeople don't have good performance because they don't know their sales flaws and repeat the same mistakes over and over again.Improving yourself starts with understanding the sales model.We can divide sales behavior patterns of salespersons into seven types.
1. Authoritative guidance type
Recently, Xiao Ding negotiated with a client who is already very interested and is about to sign a contract.Finally, Xiaoding needs to give a demonstration to the client.Xiao Ding went to a client to make a sales presentation. In order to give the client a professional feeling, he clasped his fists with both hands, raised his chest and raised his head.However, in the final summary, his meaning was expressed as: "Customers should buy my products and pay me, and should not buy other products." As a result, the following customers thought he was arrogant and not respectful enough audience.
After the demonstration, customers generally felt that Xiaoding did not respect the audience enough and was not practical enough.Therefore, the cooperation program was cancelled.
This type of salesperson is too confident in himself and too arrogant to customers.I think that customers do not know as much as I do, and I am not as professional as myself, and even take a mocking attitude towards the questions raised by customers to show my authority.If a customer expresses unwillingness to buy, this type of salesperson may also teach the customer that he does not know what is good or bad.The characteristic of this type of salesperson is that he will not detect the needs of customers. He likes to stand in a higher position and tell customers what to do is correct, just like a teacher instructing students.
It is difficult for an authoritative salesperson to fully understand the needs of customers because they do not fully understand the needs of the market and the preferences of customers.And because they are superior and unwilling to compromise, they cannot communicate effectively, and it is even more difficult to maintain long-term and deep customer relationships, and they cannot conduct more transactions through customer introductions.
2. Stalker type
There is a salesperson who sells projection equipment.The client repeatedly rejected him, but he still stalked him, running to the client's office every three days, and sitting for most of the day.One day, the customer went to visit a friend. In the friend's office, he suddenly saw a familiar figure sitting inside, and the salesman followed.
Customers are bored, and even if they want to buy similar products in the future, they will not buy from him.
Perseverance is a good habit, but overdoing it becomes stalking, which is disgusting.If the customer repeatedly states that there is no purchase demand, the salesperson should take the initiative to leave.If you want to keep in touch and look forward to future purchases, the salesperson may wish to send a greeting card during the Chinese New Year and often send an E-mail.
3. Silly and stupid
There is a company salesman who is in his 30s.When he visited a client for the first time, his clothes were wrinkled and hadn't been washed for a few days, and he could smell sweat from afar.What was particularly unbearable was that he actually wanted to shake hands with a clean-female female client with his fingers covered in black mud.On the spot, the female customer was displeased.
An excellent salesperson must leave a good impression on customers, and if he is dumb, stupid, or stunned, he will make customers feel uneasy. How dare customers buy things from him.Customers are afraid that his after-sales service will not be in place, and they are even more worried about problems with his products.As a salesperson, you don't have to dress stylishly, but you have to be clean, polite, smart, and don't make customers feel unprofessional.
4. Low price oriented
Lowering prices is one of the most common and lowest-level competitive strategies used by salespeople.This type of salesperson can only sell products with price advantages. They believe that price is the most important factor in the success or failure of sales, and any sales failure will be attributed to the lack of product price advantages.The biggest problem with this type of salesperson is lack of self-confidence.Because for most customers, they are willing to pay high prices as long as their high-quality requirements can be met.Low-price-oriented salespeople do not understand that high-income customers are mostly price-insensitive, able and willing to pay higher prices, as long as the product meets their needs.
The performance of low-price-oriented salespersons is often not determined by the salesperson's own sales ability, but whether the company can launch products with price competitiveness.Therefore, the fate of this type of salesman is not in his own hands, but is subject to other factors.
5. Interpersonal type
This type of salesperson believes that as long as the relationship is good, everything else is secondary.The current relationship marketing has begun to emphasize the importance of relationship, but the relationship here is not formed by eating and drinking, but by providing customers with good products and services and making frequent contacts.In our country, since it is a society where reason and reason are the law, feelings always come first. Many transactions, especially those involving large amounts of money, cannot be carried out without relationships. The importance of relationships goes without saying.But "relationship" is only the beginning of the transaction, and the next step is to rely on the ability of the salesperson in other aspects to be truly successful.
Relational salespeople pay too much attention to the relationship with customers, and often do not understand the needs of customers thoroughly enough.After getting an order based on interpersonal relationships, if customers complain because they cannot get enough satisfaction when using it, it will hinder their long-term relationship with customers.Relational salespersons should not only pay attention to interpersonal relationships, but also focus on understanding the real needs of customers and provide customers with the most appropriate products in order to establish long-term and stable relationships with customers.
6. Passively beaten
This type of salesman thinks that customers will buy if they need it. Therefore, he will not take the initiative to discover the needs of customers, and will not take the initiative to tell customers the difference between his product and competing brands, and wait for customers to buy in a passive manner.This type of salesperson is easy to see in the sales market.
Of course, some customers who already know their needs and decide what to buy will buy what they want immediately.However, the needs of most customers are not very clear.Therefore, salesmen who are too passive often miss many opportunities.When the opportunity comes, you will only wait passively, and finally the opportunity will slip away quietly.
7. Problem Solving
This type of salesperson makes the customer feel that he can be trusted to solve the customer's problems and meet the customer's needs.This type of salesperson makes the customer feel that the salesperson is here to help him.Satisfy the real needs of customers, put forward reasonable suggestions to customers, and make customers get a lot of benefits and satisfaction from the purchased products. This is the impression that problem-solving salespersons give customers.
Because such salesmen can solve customers' problems, customers are willing to communicate with them, and the generation of communication prompts customers to learn more about product information, which lays the foundation for the next transaction.
The above seven types of salesmen are likely to close deals when facing different products, different customers, and different situations.But according to general experience, problem-solving salesmen are the easiest to obtain stable performance, and almost half of their stable performance is caused by repurchases from previous customers or introduction of other customers by these customers.Therefore, a salesperson's sales model should change to a problem-solving model. Of course, interpersonal sales are also good.
Different types of salespeople usually use different strategies.Regardless of the method or type, the first prerequisite is to understand your own characteristics, and then find a sales method that suits you according to your own characteristics, and use the most suitable method instead of the best method to defeat your opponents and win orders.
Familiar with your own products
This phenomenon is often encountered in life. When buying a certain product, when faced with the same product of different brands and prices, the salesperson is often first asked about the differences between these different brands.If the salesperson can clearly and confidently answer the questions raised by the customer, the customer will make a purchase decision after they have an understanding of the product.Most of the salespersons are not completely familiar with their products, and they are even more vague in answering the questions raised by customers.When the right to know is not basically satisfied, I believe that no customer will buy a product that even the salesperson can't explain the function clearly.
Zhang Qiao wants to change his mobile phone recently. He wants to buy a Nokia one.So, he went to buy mobile phones with his friends on weekends.When asking the salesperson about the style and functions of Nokia mobile phones, the salesperson said: "I don't know much about it yet." The friend who was with him said: "Let's go and see the Sony Ericsson mobile phone. The performance is not bad. I will buy it now." Use that brand." In the end, Zhang Qiao bought a Sony Ericsson mobile phone.
Where there is a market, there is competition.To win in the competition, being familiar with your own products and mastering the relevant professional knowledge of the products is the prerequisite for successful sales.Extensive product knowledge enables salespeople to quickly respond to questions raised by customers.This can not only increase the self-confidence of the salesperson, but also win the trust of customers in the salesperson and the product.If a salesperson doesn't know his product well, it is almost impossible to assume that customers will buy the product without knowing it.Such salespersons are also unqualified, and they cannot win customers' trust in products.
The Coca-Cola Company once surveyed customers and asked them to list the ten most important qualities that a good salesperson should possess.The number one priority is having solid product knowledge.So what exactly does "having complete product knowledge" include?
1. The elements contained in the product itself
The elements of the product are as follows: physical characteristics (including texture, specification, material, color and packaging), performance, technological content, sales price system and settlement system, product series and models, etc.
2. The value orientation of the product
The value orientation of a product refers to the value that a product can bring to customers.The factors that constitute the use value of products are as follows:
(1) Product name.Most customers learn the name of the product through the salesperson.Although the salesperson cannot choose the name of the product, how to express the name of the product through the mouth of the salesperson to show its own advantages and affinity is the sales skill.
(2) The image of the product.Among the many products, the product image and market share are in a favorable position, which is an important factor that prompts customers to buy.
(3) Efficacy ratio.The product is different in terms of efficacy (or other aspects), which is the direct reason for customers to buy.For example, a mobile phone is equipped with a camera function, which can capture high-definition images.
(4) Price-performance ratio.The performance of the product can be determined through the performance parameters of the product manual.The price performance ratio is the basis for customers to determine the purchase.
(5) Service.When it comes to service, most people think it is after-sales service. In fact, service refers to the confidence and convenience brought to customers throughout the sales process, allowing customers to enjoy a kind of enjoyment in the purchase process, rather than a simple transaction.Of course, after-sales service cannot be ignored.
In short, the fundamental behavior of customers to buy products is determined by the comprehensive value of the product, not because of one or two aspects.Different customers have different purchase motivations, and the real factor that determines a customer's purchase is the benefits that a product brings to the customer.Only when one or more aspects of the product can meet the customer's needs will the customer buy the product.
3. Competition of similar products
We can make a comprehensive comparative analysis of similar products, including materials, specifications, colors, packaging, functions, prices, settlement methods, services, brands, market share, customer satisfaction, etc.
In order to further gain the trust of customers, the salesperson can't just rely on his mouth to say how good the product is, but he can't show trustworthy proof.When communicating with customers, you can show customers a guarantee letter about the product, for example, this product has applied for a national patent and won a certain national honor.You can also introduce the sales situation of the product to the customer, put the signed order and the user's signature copy in the file folder, and you can also collect the customer's own experience and speak with a lot of facts, which is much better than eloquence.
Customers hope that the salesperson can provide a full set of knowledge and information about the product, so is it OK for the salesperson to tell the customer what he knows in detail?It is obviously wrong to list the characteristics of products like this.The salesperson must learn to grasp the characteristics of the product and highlight the key points when introducing it, which is commonly referred to as the selling point.This selling point must be an advantage of the product itself that can attract customers' attention.Because some customers don't have time to listen to the salesperson's long-winded introduction to the product, the conventional explanation will not only fail to attract customers, but will make customers disgusted, and the sales will be rejected by customers.Only by fully grasping the selling points of the product can we quickly arouse the interest of customers.
Only with market competition can salespeople work more vigorously and reflect the value of sales.Therefore, to do sales, you must first understand the product.This is the first step in sales, and it is also an important first step.
Salespersons should not add personal emotional factors when analyzing products, but should stand from an objective point of view, good is good, and should not blindly exaggerate the performance of the product, otherwise it will be counterproductive.Objectively analyzing products is a basic condition for showing self-confidence.
Decide who you want to market to
After the salesperson understands his own sales method and familiarizes himself with the product, the next step is to find the sales target, understand what type of customer is, what they urgently need, and their ability to pay.Know your customers as you know your own products, and be familiar with their needs.
Understanding customers should be carried out from three aspects: understanding customers' purchasing needs, payment ability and purchasing decision-making power.
1. Customer's purchase needs
To analyze customer needs, we must first understand what customers want?This requires understanding their outlook on life, the world and their values.A person's needs change over time.In the 20s, people were proud to pay more for things, because it showed that the buyer had the financial strength.In the 80s, however, people prided themselves on paying less because it indicated that buyers had strong negotiating power.
Whether the customer has demand is the key to the success of sales.Customers' purchase needs are diverse and ever-changing. At the same time, customer needs are extremely flexible.Therefore, it is not easy to accurately grasp the purchase requirements of sales targets.If the sales object does not need the product or service being sold, then it must be useless to sell it.However, in real life, there are indeed some salesmen who sell products to customers who have no actual needs through both hard and soft means. However, this deceptive hard or soft sales method has ruined the sales reputation and should be punished. strongly oppose.Usually, the analysis of customer needs is mainly carried out around three questions: whether it is needed, when it is needed, and how much it needs.
If the salesperson confirms that a specific target does not have a purchase demand, or finds that the products or services he sells are not beneficial to a specific target, cannot meet their actual needs, and cannot help them solve any practical problems, they should not sell to them.And once you are convinced that the customer has needs and the possibility of buying, the products or services you sell are beneficial to the customer and help solve some of his practical problems, you should sell them with full confidence without the slightest hesitation and confusion. Wait so as not to miss the opportunity.
As a salesperson, you must understand that modern sales work is to explore and create demand.With the rapid development of science and technology and the emergence of a large number of new products, many of them are not recognized by consumers, that is, there are also a large number of unrecognized needs among customers.Therefore, demand can be created. In addition, there are still situations among customers who are temporarily not ready to buy for some reason.For customers belonging to these two types of situations, the salesperson must boldly explore and create customer needs, be good at development, see the essence through phenomena, and discover the potential needs of customers.
2. Customer's ability to pay
Under the condition of market economy, only the demand with the ability to pay constitutes the actual market demand.Therefore, while appraising customers' purchasing needs, their payment ability must be appraised.
Customers' ability to pay can be divided into two categories: existing ability to pay and potential ability to pay.Existing ability to pay means that customers have both purchasing needs and existing ability to pay, which is the most ideal sales target.In addition, the identification of customers' potential payment ability should be strengthened.Blindly emphasizing the existing payment ability is not conducive to the development of the sales situation, and grasping the potential payment ability of customers can provide a broader market for sales.When the customer has the potential to pay and has a good reputation, the salesperson can actively assist the customer to solve the problem of payment ability.It is not easy to accurately identify the customer's ability to pay, because the vast majority of customers do not want to disclose their financial status to others. Investigation of family population, production scale, operating conditions, etc. to infer its ability to pay.
Usually, a salesperson can judge a customer's purchasing ability through the following methods and approaches:
(1) Start with leadership.Usually, customers have a relationship between the upper and lower levels or the leader and the led. Enterprise customers have a competent department, while individual customers belong to a certain enterprise or industry. Salespeople can understand the customer's purchasing ability from top to bottom.For corporate customers, the salesperson can learn about the customer's business status, financial profit and loss, and money transfers from government departments, and even from banks and judicial departments; Infer its purchasing power, for example, for an IT professional, his monthly income may be around 5000 yuan.
(2) Understand from the "rear".In order to obtain accurate data on customers' purchasing power, salespersons must penetrate into the "enemy" and find out the changes in customers' purchasing power and financial status from the inside. Such information is more authentic and reliable, and has a high degree of credibility.If the customer is a married man, then his wife is likely to be a good helper in judging his purchasing power.When hearing his wife say, "We might as well buy a flat-screen TV" or "I prefer a Haier refrigerator," don't take it for granted.From such words, an experienced salesperson can clearly infer that the customer has the ability to buy a flat-screen color TV or a Haier refrigerator.
(3) Snooping from customer data.In many cases, it is difficult to judge the purchasing ability of unfamiliar customers in a short period of time, so the salesperson can use the method of collecting customer information to help judge.When a salesperson analyzes the purchasing power of such a customer, he should gather all the data and extract useful data from it, so as to understand the customer's purchasing power from the side.Generally, such indirect information can be obtained from mass media such as bank credit announcements and consulting agencies.
(4) Multi-analysis.Observation and analysis is a method that every salesperson is familiar with. For example, the customer's clothing, transportation means, favorite sports, etc. are all breakthroughs in judging the customer's purchasing power.Generally speaking, people who are stylishly dressed, often play golf, and have private cars have relatively strong purchasing power.However, the conclusions drawn by this method are sometimes inaccurate.In practice, salespeople often make subjective mistakes of one kind or another.This requires the accumulation of long-term experience. Therefore, remember not to judge customers by "appearance" and jump to conclusions.
Of course, the salesperson should use multiple methods at the same time and make a comprehensive analysis, so that the customer's purchasing ability can be judged relatively accurately and lay a solid foundation for the next step of sales.
3. Customer's purchase decision-making power
The identification of customer purchase decision-making power is an important content of customer qualification identification.If you don't understand the customer's purchasing decision-making status in advance, and sell to whomever you see indiscriminately, it is likely to get twice the result with half the effort, or even accomplish nothing.
The purchase decision-making situation of modern households is relatively complicated. Except for some large-scale commodities or high-end commodities, the decision-making power to purchase is relatively centralized, and the decision-making power to purchase general commodities is gradually decentralized, which increases the difficulty of its identification.
It is still very necessary to correctly analyze the various subtle relationships in the sales target's family and carefully carry out the appraisal of purchasing decision rights.The modern salesperson must have the ability to recognize the buying decision maker.
Organization customers refer to various groups and organizations such as enterprises and institutions.For organizational customers, the identification of purchasing decision rights is particularly important.As a salesperson, you must understand the internal personnel relations, organizational structure, decision-making system and decision-making methods of the organization's customers, master the relative authority among the executives of various departments within the organization, and make inquiries to the parties who have decision-making power or have certain influence on the purchase decision. Sale.This is the only way to sell effectively.
When you know your customers, you can communicate with them, care about them, and take care of their interests.After the sale is completed, we must continue to understand them and care about them. As long as the product quality is good, he will become a long-term customer.
If you don't know your customers well, you can't sell your products. No matter how good the product is, it's useless.Therefore, before selling products, we must see customers clearly, and more importantly, correctly judge customers' views and attitudes towards products.With the right judgment, even an unfavorable situation can be turned into a favorable one.
Let the customer feel that the salesperson is very considerate and cares about him.If the salesperson uses this method, he can solve the problem smoothly, and he must use a considerate heart to resolve and eliminate the customer's doubts, hesitation or even hostility.
Salespersons must have a strong mentality
The real strong is actually a state of mind.The mentality of a strong man does not mean that he considers himself a strong man, is condescending to his competitors or friends, and is proud of his talents. It is a kind of strength in the face of difficulties, a kind of calmness in the face of difficulties, and even a kind of failure to achieve the goal. The tenacity that will not give up.Since the strong and the weak play different roles in society, correspondingly, the psychological states of the strong and the weak are completely different.
1. Challenge and adventure
Human beings have many misunderstandings about wolves. However, facing the dilemma of their own development, they have to re-examine wolves with another perspective.Wolves have created a living environment that cooperates with each other, is loyal to each other, and is good at communication. They are full of challenging and adventurous spirits.In the wolf's living world, in order to survive the territory, the wolf will attack bravely, even if the animal is much stronger than it, it will not be afraid until it kills the opponent.A salesperson with a strong mentality should also be like a wolf, with a spirit of challenge and adventure.
2. Be optimistic in the face of "rejection"
In the face of refusal, how should the salesperson keep the negotiation going?Will you lose your nerve?Will it be crushed?Or will it inspire greater determination?The salesperson must be optimistic in the face of rejection. The customer does not reject the salesperson, but just rejects the salesperson's sales method.
Being rejected by a client is unfortunate, but don't let rejection get you down.It is not easy to deal with all kinds of confrontational behavior, but it is necessary. It is not easy to convince customers, but optimistic salesmen can fight indomitably against all kinds of objections.Vulnerable salespeople will choose to retreat after suffering setbacks, but those with courage and perseverance will only continue to work hard, and will not let one or two rejections knock them down.
Socrates said: "If Almighty God's right hand held the success that has been achieved, and his left hand held the unremitting struggle required for success, and I had to choose, I would choose the left hand." Only by overcoming obstacles can salespeople discover their own abilities and enhance their sales strength.
3. Don't just complain
A salesman with a strong mentality cannot rely on the leadership of others to do things, but must face his own problems bravely.Usually some weak people are always complaining, blaming others, thinking that their failure is due to other reasons, or others have affected their success, complaining that the era of survival does not give him a chance to succeed, and even retaliate against the society. Not only has it caused harm to itself, but it has also brought a bad atmosphere to the society. This kind of person never finds the reason from himself.
A good salesperson never complains to others, because there is nothing to complain about.They just face the reality bravely, use their own efforts to achieve sales goals, and never accept the pity of others.Success always happens silently, and a person who sticks to his truth can often achieve greater success.
4. Find the reason from yourself
Some salesmen always have to find some excuses for themselves when facing failures. Different choices when facing failures determine the success or failure of salesmen.One is to sum up the lessons of failure and find out the method of success for the next sales success; the other is to find a lot of excuses for one's failure, as if failure is always the fault of others, this kind of blame and shirk responsibility The attitude is escapism.
A salesperson with an underdog mentality always starts with confidence. Once the performance is not good, he blames the company for bad performance, or blames poor training, or blames the product for being too expensive to sell, or blames the customer for being too low-level.They never examine what mistakes they have made, so they always make the same mistakes again and again.A salesperson with a strong mentality does not find steps for himself, but finds out where the mistakes are, and does not repeat mistakes.Once the attitude changes, the sales method will change. Once the behavior changes, the result will also change naturally. What to do in the face of failure depends on the salesman's thoughts.
5. Make good use of the power of inspiration
"I am unique in the world", this kind of confidence is very important for salesmen.Dr. David, an international sales star, said: "Confidence includes trust, loyalty and trust. When facing a client, when you want to establish a mysterious relationship with him emotionally, confidence is an incredible force. We You can't fool others by pretending not to be afraid, and if you do, you will be the one who is really fooled."
6. Take every opportunity
Salespeople with a strong mentality want opportunities.They firmly believe that sales opportunities always fall into the hands of those who are prepared.They need to learn how to fish, and they need to find sales areas that have room for development; while salespeople with a weak mentality want a stable working environment and remuneration, as well as a comfortable life.However, you must know that the law of nature is: the jungle of the jungle and the survival of the fittest.
When a salesperson walks on the streets of the city and sees a rush of people everywhere, do you feel a sense of emptiness in your heart and no confidence in life?Those with tenacity and optimism can comfort their dissatisfied hearts, reinvigorate their spirits, and bravely face frustration and failure.This is the unique quality of successful salesmen. They can brew a lifetime of persistence from a momentary depression, and burst out a lifetime of passion from a momentary frustration.
Etiquette for salespeople
Proper etiquette can create a good image and give people a pleasant mood. Therefore, salesmen must learn the lesson of etiquette, not only to know how to dress, but also to understand the etiquette of interpersonal communication.
Appropriate attire can not only make the salesperson look more energetic, but also reflect the good cultivation and unique taste of a modern civilized person.Whether you are a male or a female salesperson, you need to effectively market yourself in order to successfully sell your product.Therefore, it is very necessary to master certain dressing skills.
1. Dressing experience of female salesperson
(1) Keep clothes flat.Wrinkled clothes can make people look sloppy, but flat clothes can make people look refreshed, so keep clothes ironed and smooth.When buying clothes, choose more fabrics that are not wrinkle-resistant.Only in this way can we leave a good "first impression" on customers.
(2) It is better for socks to be transparent and approximate skin color.In summer, you can choose socks that are light-colored or similar to your skin color; in winter, the color of the clothing is darker, and the color of the socks can also be deepened appropriately.In addition, the female salesperson should be reminded that no matter it is summer or winter, a spare pair of stockings must be placed in the purse, so that when the stockings are soiled or damaged, they can be replaced in time to avoid embarrassing situations.
(3) There should not be too many accessories.Wearing jewelry skillfully can play a finishing touch and add infinite charm to the female salesperson.But wearing too many accessories will distract customers.When wearing jewelry, try to choose the same color system.The key to wearing jewelry is to coordinate with the overall clothing and let the jewelry embellish the clothing.
As a female salesperson, she has a lot of knowledge in dressing, and she must not make the following low-level mistakes:
(1) Too revealing.In summer, some female salespersons will wear "cool" clothing, which indeed adds a beautiful scenery to the hot summer day.But be sure to understand that such clothing is not suitable for all occasions.If you wear clothes that are too revealing, too tight, too short or too see-through, such as shorts, vests, miniskirts, leggings, etc. on formal occasions, it will easily distract customers, and at the same time, it will appear unprofessional and may cause misunderstandings.
(2) "Underwear" worn outside.It is comfortable to wear casual clothes, but it is very rude to wear it in public.When receiving guests and guests in your home or hotel room, never wear just pajamas, underwear, shorts, or bathrobes.As a female salesperson, you must be careful not to lose customers for comfort.
2. Dressing experience of a male salesperson
Different from female salespersons, male salespersons can wear collared T-shirts and trousers when meeting customers to make themselves look easy-going and friendly. If they go to the customer's office, they are generally required to wear a suit and tie, because this It will look dignified and formal.Wearing a suit will make people look energetic, elegant and rich in connotation.When a male salesperson wears a suit, he must pay attention to matching.
(1) The suit should be monochromatic and concise.When choosing a suit, it should be simple in style and pay attention to the quality, tailoring and handwork of the clothing.In terms of color choice, monochrome is suitable, and it is recommended to have at least one dark blue suit.Because, dark blue shows elegance, rationality and stability.In addition, gray is more moderate and peaceful, and looks dignified, decent and extraordinary; brown is a natural and simple color, which is kind and unique; dark blue is more generous and stable, and it is also a common color, which is more suitable for yellow Skinned Chinese.
(2) The tie should play a finishing touch.In addition to the color of the tie must be coordinated with your own suit and shirt, it is also required to be clean, flat, and wrinkle-free.The length of the tie should be appropriate, the tip of the tied tie should just touch the belt buckle, and the width of the tie should be in harmony with the width of the lapel of the suit.
(3) The shirt should be coordinated with the suit and conform to its own characteristics.The collar shape and style should be coordinated with the jacket and tie, and the color should be consistent with personal characteristics.Pure white and sky blue shirts are generally necessary, and the collar and cuffs should be clean.
(4) The socks should be long rather than short, and should be coordinated with the suit.It is advisable not to expose the calf after sitting down.The color of the socks should be coordinated with the suit. Dark socks are more secure, because light-colored socks can only be matched with light-colored suits, not dark-colored suits.
(5) Shoes should be clean and shiny.The style of shoes also directly affects the overall image of men.In terms of color, it is recommended to choose black or dark brown leather shoes, because these two colors of leather shoes are invariable classics. Light-colored leather shoes can only be matched with light-colored suits. If you match them with dark-colored suits, you will feel top-heavy.No matter what kind of shoes you wear, you should keep them clean and bright. Clean leather shoes will give you a professional and tidy look.
A suit is an important clothing for a male salesperson. As a male salesperson, you must avoid the following mistakes:
(1) Mistaking a suit for a quilt.If you choose improper materials for a suit, don't pay attention to ironing, have bulging pockets, and keep labels on the cuffs, it will give people an indecent impression.Many male salespeople think that wearing a suit with loose lines and large shoulder pads can support the masculine posture.this is actually wrong.For a suit to look decent, the most important thing is the fit.
(2) Mistaking a suit for a pocket.Suits pay attention to smooth lines, and the things in the pockets should be as streamlined as possible when wearing a suit, and it is best to only hold a wallet.Do not put mobile phones, keys, etc. on the trousers, which will not only destroy the overall feeling of the suit, but also easily deform the suit.
(3) Misplaced socks.In the matching of suits, socks are also the details that reflect the taste of male salesmen. The texture of socks should be cotton.The colors of standard suit socks are black, brown, gray and blue, mainly monochrome or simple jacquard.Pay attention to make the colors of trousers, leather shoes and socks the same or close.Remember, the top of the sock cannot be exposed.
Whether it is a male salesperson or a female salesperson, in general, you must grasp the TSOP principles of dressing: T——time (time), S——season (season), O——occasion (occasion), P—— place (place).
Time principle (time): dress should change with time.If you are meeting with a new client during the day, it is recommended to dress formally to show professionalism; while meeting with clients in an informal setting in the evening, weekends and work breaks, you can dress casually.Because after work, customers dress more casually in order to relax themselves. At this time, if they dress too formally, they will leave a stereotyped impression on customers.
Seasonal principle (season): Dress should change with the season.There are four seasons in a year, and each season should have clothing suitable for the climate characteristics of the season, and you should choose clothing that is suitable for the climate when dressing.If you wear heavy clothes in summer, customers will feel conservative and inappropriate; in winter, if you wear clothes that are too thin, customers will look uncomfortable.Therefore, when the salesperson chooses his clothing, he should change with the changes of the seasons.
Occasion principle (occasion): Dress should change with the occasion.On formal occasions, salespersons should dress solemnly and elegantly.Male salespeople can wear a better suit and tie, while female salespersons can wear formal business suits or evening gowns.For informal occasions, attire should be light and comfortable.However, if you wear casual clothes to attend a formal dinner, it is not only disrespectful to the host of the banquet, but also embarrassing yourself.
The principle of location (place): Dress should change with the location.If the salesperson is receiving customers in his own home, he can wear comfortable casual clothes, but it must be clean and tidy; Or the unit visits customers, wearing professional attire will look very professional; and if you are visiting a hotel and demonstrating the efficacy of the product in the hotel's Chinese restaurant kitchen, it is better to wear light clothing.
The basic requirement for a salesperson to dress is to be clean and tidy. It must not only meet the fashion aesthetics, but also properly reflect the individuality. They should maximize their strengths and avoid weaknesses in their clothing to show their best appearance.In terms of styles, it is recommended that the salesperson choose simple styles of clothing, because such clothing is easier to match and looks elegant.It is better to avoid styles that are too trendy, exaggerated and not suitable for you.In addition to dressing, salesmen also want to have a "flower-like appearance", so many salesmen use makeup skills to modify their appearance in order to dress up the best self.Male and female salespersons have different makeup skills because of gender differences.
1. Female salespersons focus on "elegance"
The female salesperson should reflect "elegance" in her appearance.There is an old saying: "The appearance is outside but the spirit is inside." "Elegance" is a kind of elegant temperament exuded from the inside to the outside.Specifically, female salespersons can refer to the following aspects when grooming their appearance:
(1) Makeup sets off the temperament.Female salespersons need to pay special attention, makeup should be similar to their own temperament, so as to better show their "god" and inner "elegance".
(2) Bright but not tacky.Female salespersons who sell daily cosmetics may wish to dress up more beautifully, look youthful and fashionable, and make themselves look energetic, so as to infect customers.But to grasp a degree, excessive will appear tacky.
(3) Fashion and personality.Fashion is also a kind of beauty, which is a consensus reached by most people on beauty.Female salespersons should have a keen sense of fashion, and capture the factors that suit their own personality, instead of being easily swayed by trends, because trends may not suit everyone.Therefore, the makeup of the female salesperson should show a fashionable and harmonious and natural beauty, which is the embodiment of "elegance".
In addition, female salesperson makeup should grasp the following principles:
(1) Time principle.It is time to work during the day, so it is advisable to wear light makeup, which will look elegant and generous; due to the light at night, you can appropriately increase the makeup.
(2) The occasion principle.When interviewing with customers, it is advisable to wear light makeup, so as to be solemn and not distract the attention of customers; to participate in formal social activities, you can wear dinner makeup to match the lighting effect, and at the same time, you can dress up grandly to match the makeup.
(3) The principle of location.In your own home, if you want to receive guests, you should still make up appropriately to show respect for the guests.
2. The male salesperson focuses on "cleanliness"
Male salesmen do not need to make up in their daily work and life, but they need to maintain a neat appearance.In modern society, male grooming has shown a popular trend.Due to physiological reasons and a large amount of activity, men’s skin is relatively thick, with large pores, and the epidermis is prone to keratinization. At the same time, the secretion of sweat and oil is also more, which will accumulate dust and dirt, block pores, cause bacterial infection, and skin inflammation.Therefore, male salespeople should pay more attention to "face issues".If you pay attention to the following aspects, you can double the confidence of male salesmen and face customers with the best manner:
(1) Overall tidy and comfortable.Overall cleanliness and comfort refer to factors such as beard and hair that have an impact on appearance.Whether men have beards or long hair depends on their personality and appearance conditions.Regardless of whether you have a beard or not, you should keep it clean, and try to present a neat and generous appearance to customers, instead of always giving people a "sense of vicissitudes"; if you have long hair, please pay attention to keeping it clean and tidy.
(2) Clean and generous.Because men have more sebum secretion and more developed sweat glands, they are prone to peculiar smell, so they should pay more attention to hygiene. They should wash their face, shampoo, bathe, cut their nails, and change their clothes frequently, and keep their bodies clean and hygienic at any time. Avoid strong smoke.
(3) Learn to take care of yourself.Male salespersons should also use basic skin care products, especially in autumn and winter when the skin is prone to dryness.Only when the skin is smooth and the lips are moisturized can customers be confident when selling skin care products.Therefore, male salespeople must learn to take care of themselves.
Whether it is a male salesperson or a female salesperson, cultivating temperament and strengthening self-cultivation are important parts of a good image.Elegant temperament comes from inner self-restraint.In addition, the salesperson should also pay attention to the decent and generous manner.In this way, the combination of inside and outside will bring out the best in each other, and it will appear elegant and charming.
Where there is life, there is aura, which is an invisible spiritual symbol on us.The cultivation of aura has a certain effect on the courage and wisdom of a businessman, and it will affect the rise and fall of his business and the success or failure of his career.The aura of a businessman should show boldness, tact, agility, and demeanor. At the same time, he should also be humane and not take money too seriously.This requires businessmen to cultivate their personality charm in order to make their business flourish.
(End of this chapter)
A salesperson must know himself and his enemy
Among birds, the eagle's acuity ranks among the best.The eagle soars at an altitude of 3000 meters, with its eyes scanning the ground eagerly. It can observe the movement of its prey from many relatively moving scenes at once.A salesperson must have an eagle's eye, keenly discover customers and competitors, accurately analyze customer needs, and quickly find the gap with competitors and their own advantages.Once the goal is determined, it is necessary to take action immediately, communicate with the customer as soon as possible, firmly grasp the customer, and refrain from doubting your own actions and customers.
In sales, the most important thing is not to defeat others, but to defeat yourself.The key to defeating yourself is to understand yourself, know your strengths and weaknesses, and constantly improve yourself.Recognize yourself to learn from others, gain insight into yourself through others, reflect on yourself, discover shortcomings, improve working methods, make continuous progress, and surpass yourself.Most salespeople don't have good performance because they don't know their sales flaws and repeat the same mistakes over and over again.Improving yourself starts with understanding the sales model.We can divide sales behavior patterns of salespersons into seven types.
1. Authoritative guidance type
Recently, Xiao Ding negotiated with a client who is already very interested and is about to sign a contract.Finally, Xiaoding needs to give a demonstration to the client.Xiao Ding went to a client to make a sales presentation. In order to give the client a professional feeling, he clasped his fists with both hands, raised his chest and raised his head.However, in the final summary, his meaning was expressed as: "Customers should buy my products and pay me, and should not buy other products." As a result, the following customers thought he was arrogant and not respectful enough audience.
After the demonstration, customers generally felt that Xiaoding did not respect the audience enough and was not practical enough.Therefore, the cooperation program was cancelled.
This type of salesperson is too confident in himself and too arrogant to customers.I think that customers do not know as much as I do, and I am not as professional as myself, and even take a mocking attitude towards the questions raised by customers to show my authority.If a customer expresses unwillingness to buy, this type of salesperson may also teach the customer that he does not know what is good or bad.The characteristic of this type of salesperson is that he will not detect the needs of customers. He likes to stand in a higher position and tell customers what to do is correct, just like a teacher instructing students.
It is difficult for an authoritative salesperson to fully understand the needs of customers because they do not fully understand the needs of the market and the preferences of customers.And because they are superior and unwilling to compromise, they cannot communicate effectively, and it is even more difficult to maintain long-term and deep customer relationships, and they cannot conduct more transactions through customer introductions.
2. Stalker type
There is a salesperson who sells projection equipment.The client repeatedly rejected him, but he still stalked him, running to the client's office every three days, and sitting for most of the day.One day, the customer went to visit a friend. In the friend's office, he suddenly saw a familiar figure sitting inside, and the salesman followed.
Customers are bored, and even if they want to buy similar products in the future, they will not buy from him.
Perseverance is a good habit, but overdoing it becomes stalking, which is disgusting.If the customer repeatedly states that there is no purchase demand, the salesperson should take the initiative to leave.If you want to keep in touch and look forward to future purchases, the salesperson may wish to send a greeting card during the Chinese New Year and often send an E-mail.
3. Silly and stupid
There is a company salesman who is in his 30s.When he visited a client for the first time, his clothes were wrinkled and hadn't been washed for a few days, and he could smell sweat from afar.What was particularly unbearable was that he actually wanted to shake hands with a clean-female female client with his fingers covered in black mud.On the spot, the female customer was displeased.
An excellent salesperson must leave a good impression on customers, and if he is dumb, stupid, or stunned, he will make customers feel uneasy. How dare customers buy things from him.Customers are afraid that his after-sales service will not be in place, and they are even more worried about problems with his products.As a salesperson, you don't have to dress stylishly, but you have to be clean, polite, smart, and don't make customers feel unprofessional.
4. Low price oriented
Lowering prices is one of the most common and lowest-level competitive strategies used by salespeople.This type of salesperson can only sell products with price advantages. They believe that price is the most important factor in the success or failure of sales, and any sales failure will be attributed to the lack of product price advantages.The biggest problem with this type of salesperson is lack of self-confidence.Because for most customers, they are willing to pay high prices as long as their high-quality requirements can be met.Low-price-oriented salespeople do not understand that high-income customers are mostly price-insensitive, able and willing to pay higher prices, as long as the product meets their needs.
The performance of low-price-oriented salespersons is often not determined by the salesperson's own sales ability, but whether the company can launch products with price competitiveness.Therefore, the fate of this type of salesman is not in his own hands, but is subject to other factors.
5. Interpersonal type
This type of salesperson believes that as long as the relationship is good, everything else is secondary.The current relationship marketing has begun to emphasize the importance of relationship, but the relationship here is not formed by eating and drinking, but by providing customers with good products and services and making frequent contacts.In our country, since it is a society where reason and reason are the law, feelings always come first. Many transactions, especially those involving large amounts of money, cannot be carried out without relationships. The importance of relationships goes without saying.But "relationship" is only the beginning of the transaction, and the next step is to rely on the ability of the salesperson in other aspects to be truly successful.
Relational salespeople pay too much attention to the relationship with customers, and often do not understand the needs of customers thoroughly enough.After getting an order based on interpersonal relationships, if customers complain because they cannot get enough satisfaction when using it, it will hinder their long-term relationship with customers.Relational salespersons should not only pay attention to interpersonal relationships, but also focus on understanding the real needs of customers and provide customers with the most appropriate products in order to establish long-term and stable relationships with customers.
6. Passively beaten
This type of salesman thinks that customers will buy if they need it. Therefore, he will not take the initiative to discover the needs of customers, and will not take the initiative to tell customers the difference between his product and competing brands, and wait for customers to buy in a passive manner.This type of salesperson is easy to see in the sales market.
Of course, some customers who already know their needs and decide what to buy will buy what they want immediately.However, the needs of most customers are not very clear.Therefore, salesmen who are too passive often miss many opportunities.When the opportunity comes, you will only wait passively, and finally the opportunity will slip away quietly.
7. Problem Solving
This type of salesperson makes the customer feel that he can be trusted to solve the customer's problems and meet the customer's needs.This type of salesperson makes the customer feel that the salesperson is here to help him.Satisfy the real needs of customers, put forward reasonable suggestions to customers, and make customers get a lot of benefits and satisfaction from the purchased products. This is the impression that problem-solving salespersons give customers.
Because such salesmen can solve customers' problems, customers are willing to communicate with them, and the generation of communication prompts customers to learn more about product information, which lays the foundation for the next transaction.
The above seven types of salesmen are likely to close deals when facing different products, different customers, and different situations.But according to general experience, problem-solving salesmen are the easiest to obtain stable performance, and almost half of their stable performance is caused by repurchases from previous customers or introduction of other customers by these customers.Therefore, a salesperson's sales model should change to a problem-solving model. Of course, interpersonal sales are also good.
Different types of salespeople usually use different strategies.Regardless of the method or type, the first prerequisite is to understand your own characteristics, and then find a sales method that suits you according to your own characteristics, and use the most suitable method instead of the best method to defeat your opponents and win orders.
Familiar with your own products
This phenomenon is often encountered in life. When buying a certain product, when faced with the same product of different brands and prices, the salesperson is often first asked about the differences between these different brands.If the salesperson can clearly and confidently answer the questions raised by the customer, the customer will make a purchase decision after they have an understanding of the product.Most of the salespersons are not completely familiar with their products, and they are even more vague in answering the questions raised by customers.When the right to know is not basically satisfied, I believe that no customer will buy a product that even the salesperson can't explain the function clearly.
Zhang Qiao wants to change his mobile phone recently. He wants to buy a Nokia one.So, he went to buy mobile phones with his friends on weekends.When asking the salesperson about the style and functions of Nokia mobile phones, the salesperson said: "I don't know much about it yet." The friend who was with him said: "Let's go and see the Sony Ericsson mobile phone. The performance is not bad. I will buy it now." Use that brand." In the end, Zhang Qiao bought a Sony Ericsson mobile phone.
Where there is a market, there is competition.To win in the competition, being familiar with your own products and mastering the relevant professional knowledge of the products is the prerequisite for successful sales.Extensive product knowledge enables salespeople to quickly respond to questions raised by customers.This can not only increase the self-confidence of the salesperson, but also win the trust of customers in the salesperson and the product.If a salesperson doesn't know his product well, it is almost impossible to assume that customers will buy the product without knowing it.Such salespersons are also unqualified, and they cannot win customers' trust in products.
The Coca-Cola Company once surveyed customers and asked them to list the ten most important qualities that a good salesperson should possess.The number one priority is having solid product knowledge.So what exactly does "having complete product knowledge" include?
1. The elements contained in the product itself
The elements of the product are as follows: physical characteristics (including texture, specification, material, color and packaging), performance, technological content, sales price system and settlement system, product series and models, etc.
2. The value orientation of the product
The value orientation of a product refers to the value that a product can bring to customers.The factors that constitute the use value of products are as follows:
(1) Product name.Most customers learn the name of the product through the salesperson.Although the salesperson cannot choose the name of the product, how to express the name of the product through the mouth of the salesperson to show its own advantages and affinity is the sales skill.
(2) The image of the product.Among the many products, the product image and market share are in a favorable position, which is an important factor that prompts customers to buy.
(3) Efficacy ratio.The product is different in terms of efficacy (or other aspects), which is the direct reason for customers to buy.For example, a mobile phone is equipped with a camera function, which can capture high-definition images.
(4) Price-performance ratio.The performance of the product can be determined through the performance parameters of the product manual.The price performance ratio is the basis for customers to determine the purchase.
(5) Service.When it comes to service, most people think it is after-sales service. In fact, service refers to the confidence and convenience brought to customers throughout the sales process, allowing customers to enjoy a kind of enjoyment in the purchase process, rather than a simple transaction.Of course, after-sales service cannot be ignored.
In short, the fundamental behavior of customers to buy products is determined by the comprehensive value of the product, not because of one or two aspects.Different customers have different purchase motivations, and the real factor that determines a customer's purchase is the benefits that a product brings to the customer.Only when one or more aspects of the product can meet the customer's needs will the customer buy the product.
3. Competition of similar products
We can make a comprehensive comparative analysis of similar products, including materials, specifications, colors, packaging, functions, prices, settlement methods, services, brands, market share, customer satisfaction, etc.
In order to further gain the trust of customers, the salesperson can't just rely on his mouth to say how good the product is, but he can't show trustworthy proof.When communicating with customers, you can show customers a guarantee letter about the product, for example, this product has applied for a national patent and won a certain national honor.You can also introduce the sales situation of the product to the customer, put the signed order and the user's signature copy in the file folder, and you can also collect the customer's own experience and speak with a lot of facts, which is much better than eloquence.
Customers hope that the salesperson can provide a full set of knowledge and information about the product, so is it OK for the salesperson to tell the customer what he knows in detail?It is obviously wrong to list the characteristics of products like this.The salesperson must learn to grasp the characteristics of the product and highlight the key points when introducing it, which is commonly referred to as the selling point.This selling point must be an advantage of the product itself that can attract customers' attention.Because some customers don't have time to listen to the salesperson's long-winded introduction to the product, the conventional explanation will not only fail to attract customers, but will make customers disgusted, and the sales will be rejected by customers.Only by fully grasping the selling points of the product can we quickly arouse the interest of customers.
Only with market competition can salespeople work more vigorously and reflect the value of sales.Therefore, to do sales, you must first understand the product.This is the first step in sales, and it is also an important first step.
Salespersons should not add personal emotional factors when analyzing products, but should stand from an objective point of view, good is good, and should not blindly exaggerate the performance of the product, otherwise it will be counterproductive.Objectively analyzing products is a basic condition for showing self-confidence.
Decide who you want to market to
After the salesperson understands his own sales method and familiarizes himself with the product, the next step is to find the sales target, understand what type of customer is, what they urgently need, and their ability to pay.Know your customers as you know your own products, and be familiar with their needs.
Understanding customers should be carried out from three aspects: understanding customers' purchasing needs, payment ability and purchasing decision-making power.
1. Customer's purchase needs
To analyze customer needs, we must first understand what customers want?This requires understanding their outlook on life, the world and their values.A person's needs change over time.In the 20s, people were proud to pay more for things, because it showed that the buyer had the financial strength.In the 80s, however, people prided themselves on paying less because it indicated that buyers had strong negotiating power.
Whether the customer has demand is the key to the success of sales.Customers' purchase needs are diverse and ever-changing. At the same time, customer needs are extremely flexible.Therefore, it is not easy to accurately grasp the purchase requirements of sales targets.If the sales object does not need the product or service being sold, then it must be useless to sell it.However, in real life, there are indeed some salesmen who sell products to customers who have no actual needs through both hard and soft means. However, this deceptive hard or soft sales method has ruined the sales reputation and should be punished. strongly oppose.Usually, the analysis of customer needs is mainly carried out around three questions: whether it is needed, when it is needed, and how much it needs.
If the salesperson confirms that a specific target does not have a purchase demand, or finds that the products or services he sells are not beneficial to a specific target, cannot meet their actual needs, and cannot help them solve any practical problems, they should not sell to them.And once you are convinced that the customer has needs and the possibility of buying, the products or services you sell are beneficial to the customer and help solve some of his practical problems, you should sell them with full confidence without the slightest hesitation and confusion. Wait so as not to miss the opportunity.
As a salesperson, you must understand that modern sales work is to explore and create demand.With the rapid development of science and technology and the emergence of a large number of new products, many of them are not recognized by consumers, that is, there are also a large number of unrecognized needs among customers.Therefore, demand can be created. In addition, there are still situations among customers who are temporarily not ready to buy for some reason.For customers belonging to these two types of situations, the salesperson must boldly explore and create customer needs, be good at development, see the essence through phenomena, and discover the potential needs of customers.
2. Customer's ability to pay
Under the condition of market economy, only the demand with the ability to pay constitutes the actual market demand.Therefore, while appraising customers' purchasing needs, their payment ability must be appraised.
Customers' ability to pay can be divided into two categories: existing ability to pay and potential ability to pay.Existing ability to pay means that customers have both purchasing needs and existing ability to pay, which is the most ideal sales target.In addition, the identification of customers' potential payment ability should be strengthened.Blindly emphasizing the existing payment ability is not conducive to the development of the sales situation, and grasping the potential payment ability of customers can provide a broader market for sales.When the customer has the potential to pay and has a good reputation, the salesperson can actively assist the customer to solve the problem of payment ability.It is not easy to accurately identify the customer's ability to pay, because the vast majority of customers do not want to disclose their financial status to others. Investigation of family population, production scale, operating conditions, etc. to infer its ability to pay.
Usually, a salesperson can judge a customer's purchasing ability through the following methods and approaches:
(1) Start with leadership.Usually, customers have a relationship between the upper and lower levels or the leader and the led. Enterprise customers have a competent department, while individual customers belong to a certain enterprise or industry. Salespeople can understand the customer's purchasing ability from top to bottom.For corporate customers, the salesperson can learn about the customer's business status, financial profit and loss, and money transfers from government departments, and even from banks and judicial departments; Infer its purchasing power, for example, for an IT professional, his monthly income may be around 5000 yuan.
(2) Understand from the "rear".In order to obtain accurate data on customers' purchasing power, salespersons must penetrate into the "enemy" and find out the changes in customers' purchasing power and financial status from the inside. Such information is more authentic and reliable, and has a high degree of credibility.If the customer is a married man, then his wife is likely to be a good helper in judging his purchasing power.When hearing his wife say, "We might as well buy a flat-screen TV" or "I prefer a Haier refrigerator," don't take it for granted.From such words, an experienced salesperson can clearly infer that the customer has the ability to buy a flat-screen color TV or a Haier refrigerator.
(3) Snooping from customer data.In many cases, it is difficult to judge the purchasing ability of unfamiliar customers in a short period of time, so the salesperson can use the method of collecting customer information to help judge.When a salesperson analyzes the purchasing power of such a customer, he should gather all the data and extract useful data from it, so as to understand the customer's purchasing power from the side.Generally, such indirect information can be obtained from mass media such as bank credit announcements and consulting agencies.
(4) Multi-analysis.Observation and analysis is a method that every salesperson is familiar with. For example, the customer's clothing, transportation means, favorite sports, etc. are all breakthroughs in judging the customer's purchasing power.Generally speaking, people who are stylishly dressed, often play golf, and have private cars have relatively strong purchasing power.However, the conclusions drawn by this method are sometimes inaccurate.In practice, salespeople often make subjective mistakes of one kind or another.This requires the accumulation of long-term experience. Therefore, remember not to judge customers by "appearance" and jump to conclusions.
Of course, the salesperson should use multiple methods at the same time and make a comprehensive analysis, so that the customer's purchasing ability can be judged relatively accurately and lay a solid foundation for the next step of sales.
3. Customer's purchase decision-making power
The identification of customer purchase decision-making power is an important content of customer qualification identification.If you don't understand the customer's purchasing decision-making status in advance, and sell to whomever you see indiscriminately, it is likely to get twice the result with half the effort, or even accomplish nothing.
The purchase decision-making situation of modern households is relatively complicated. Except for some large-scale commodities or high-end commodities, the decision-making power to purchase is relatively centralized, and the decision-making power to purchase general commodities is gradually decentralized, which increases the difficulty of its identification.
It is still very necessary to correctly analyze the various subtle relationships in the sales target's family and carefully carry out the appraisal of purchasing decision rights.The modern salesperson must have the ability to recognize the buying decision maker.
Organization customers refer to various groups and organizations such as enterprises and institutions.For organizational customers, the identification of purchasing decision rights is particularly important.As a salesperson, you must understand the internal personnel relations, organizational structure, decision-making system and decision-making methods of the organization's customers, master the relative authority among the executives of various departments within the organization, and make inquiries to the parties who have decision-making power or have certain influence on the purchase decision. Sale.This is the only way to sell effectively.
When you know your customers, you can communicate with them, care about them, and take care of their interests.After the sale is completed, we must continue to understand them and care about them. As long as the product quality is good, he will become a long-term customer.
If you don't know your customers well, you can't sell your products. No matter how good the product is, it's useless.Therefore, before selling products, we must see customers clearly, and more importantly, correctly judge customers' views and attitudes towards products.With the right judgment, even an unfavorable situation can be turned into a favorable one.
Let the customer feel that the salesperson is very considerate and cares about him.If the salesperson uses this method, he can solve the problem smoothly, and he must use a considerate heart to resolve and eliminate the customer's doubts, hesitation or even hostility.
Salespersons must have a strong mentality
The real strong is actually a state of mind.The mentality of a strong man does not mean that he considers himself a strong man, is condescending to his competitors or friends, and is proud of his talents. It is a kind of strength in the face of difficulties, a kind of calmness in the face of difficulties, and even a kind of failure to achieve the goal. The tenacity that will not give up.Since the strong and the weak play different roles in society, correspondingly, the psychological states of the strong and the weak are completely different.
1. Challenge and adventure
Human beings have many misunderstandings about wolves. However, facing the dilemma of their own development, they have to re-examine wolves with another perspective.Wolves have created a living environment that cooperates with each other, is loyal to each other, and is good at communication. They are full of challenging and adventurous spirits.In the wolf's living world, in order to survive the territory, the wolf will attack bravely, even if the animal is much stronger than it, it will not be afraid until it kills the opponent.A salesperson with a strong mentality should also be like a wolf, with a spirit of challenge and adventure.
2. Be optimistic in the face of "rejection"
In the face of refusal, how should the salesperson keep the negotiation going?Will you lose your nerve?Will it be crushed?Or will it inspire greater determination?The salesperson must be optimistic in the face of rejection. The customer does not reject the salesperson, but just rejects the salesperson's sales method.
Being rejected by a client is unfortunate, but don't let rejection get you down.It is not easy to deal with all kinds of confrontational behavior, but it is necessary. It is not easy to convince customers, but optimistic salesmen can fight indomitably against all kinds of objections.Vulnerable salespeople will choose to retreat after suffering setbacks, but those with courage and perseverance will only continue to work hard, and will not let one or two rejections knock them down.
Socrates said: "If Almighty God's right hand held the success that has been achieved, and his left hand held the unremitting struggle required for success, and I had to choose, I would choose the left hand." Only by overcoming obstacles can salespeople discover their own abilities and enhance their sales strength.
3. Don't just complain
A salesman with a strong mentality cannot rely on the leadership of others to do things, but must face his own problems bravely.Usually some weak people are always complaining, blaming others, thinking that their failure is due to other reasons, or others have affected their success, complaining that the era of survival does not give him a chance to succeed, and even retaliate against the society. Not only has it caused harm to itself, but it has also brought a bad atmosphere to the society. This kind of person never finds the reason from himself.
A good salesperson never complains to others, because there is nothing to complain about.They just face the reality bravely, use their own efforts to achieve sales goals, and never accept the pity of others.Success always happens silently, and a person who sticks to his truth can often achieve greater success.
4. Find the reason from yourself
Some salesmen always have to find some excuses for themselves when facing failures. Different choices when facing failures determine the success or failure of salesmen.One is to sum up the lessons of failure and find out the method of success for the next sales success; the other is to find a lot of excuses for one's failure, as if failure is always the fault of others, this kind of blame and shirk responsibility The attitude is escapism.
A salesperson with an underdog mentality always starts with confidence. Once the performance is not good, he blames the company for bad performance, or blames poor training, or blames the product for being too expensive to sell, or blames the customer for being too low-level.They never examine what mistakes they have made, so they always make the same mistakes again and again.A salesperson with a strong mentality does not find steps for himself, but finds out where the mistakes are, and does not repeat mistakes.Once the attitude changes, the sales method will change. Once the behavior changes, the result will also change naturally. What to do in the face of failure depends on the salesman's thoughts.
5. Make good use of the power of inspiration
"I am unique in the world", this kind of confidence is very important for salesmen.Dr. David, an international sales star, said: "Confidence includes trust, loyalty and trust. When facing a client, when you want to establish a mysterious relationship with him emotionally, confidence is an incredible force. We You can't fool others by pretending not to be afraid, and if you do, you will be the one who is really fooled."
6. Take every opportunity
Salespeople with a strong mentality want opportunities.They firmly believe that sales opportunities always fall into the hands of those who are prepared.They need to learn how to fish, and they need to find sales areas that have room for development; while salespeople with a weak mentality want a stable working environment and remuneration, as well as a comfortable life.However, you must know that the law of nature is: the jungle of the jungle and the survival of the fittest.
When a salesperson walks on the streets of the city and sees a rush of people everywhere, do you feel a sense of emptiness in your heart and no confidence in life?Those with tenacity and optimism can comfort their dissatisfied hearts, reinvigorate their spirits, and bravely face frustration and failure.This is the unique quality of successful salesmen. They can brew a lifetime of persistence from a momentary depression, and burst out a lifetime of passion from a momentary frustration.
Etiquette for salespeople
Proper etiquette can create a good image and give people a pleasant mood. Therefore, salesmen must learn the lesson of etiquette, not only to know how to dress, but also to understand the etiquette of interpersonal communication.
Appropriate attire can not only make the salesperson look more energetic, but also reflect the good cultivation and unique taste of a modern civilized person.Whether you are a male or a female salesperson, you need to effectively market yourself in order to successfully sell your product.Therefore, it is very necessary to master certain dressing skills.
1. Dressing experience of female salesperson
(1) Keep clothes flat.Wrinkled clothes can make people look sloppy, but flat clothes can make people look refreshed, so keep clothes ironed and smooth.When buying clothes, choose more fabrics that are not wrinkle-resistant.Only in this way can we leave a good "first impression" on customers.
(2) It is better for socks to be transparent and approximate skin color.In summer, you can choose socks that are light-colored or similar to your skin color; in winter, the color of the clothing is darker, and the color of the socks can also be deepened appropriately.In addition, the female salesperson should be reminded that no matter it is summer or winter, a spare pair of stockings must be placed in the purse, so that when the stockings are soiled or damaged, they can be replaced in time to avoid embarrassing situations.
(3) There should not be too many accessories.Wearing jewelry skillfully can play a finishing touch and add infinite charm to the female salesperson.But wearing too many accessories will distract customers.When wearing jewelry, try to choose the same color system.The key to wearing jewelry is to coordinate with the overall clothing and let the jewelry embellish the clothing.
As a female salesperson, she has a lot of knowledge in dressing, and she must not make the following low-level mistakes:
(1) Too revealing.In summer, some female salespersons will wear "cool" clothing, which indeed adds a beautiful scenery to the hot summer day.But be sure to understand that such clothing is not suitable for all occasions.If you wear clothes that are too revealing, too tight, too short or too see-through, such as shorts, vests, miniskirts, leggings, etc. on formal occasions, it will easily distract customers, and at the same time, it will appear unprofessional and may cause misunderstandings.
(2) "Underwear" worn outside.It is comfortable to wear casual clothes, but it is very rude to wear it in public.When receiving guests and guests in your home or hotel room, never wear just pajamas, underwear, shorts, or bathrobes.As a female salesperson, you must be careful not to lose customers for comfort.
2. Dressing experience of a male salesperson
Different from female salespersons, male salespersons can wear collared T-shirts and trousers when meeting customers to make themselves look easy-going and friendly. If they go to the customer's office, they are generally required to wear a suit and tie, because this It will look dignified and formal.Wearing a suit will make people look energetic, elegant and rich in connotation.When a male salesperson wears a suit, he must pay attention to matching.
(1) The suit should be monochromatic and concise.When choosing a suit, it should be simple in style and pay attention to the quality, tailoring and handwork of the clothing.In terms of color choice, monochrome is suitable, and it is recommended to have at least one dark blue suit.Because, dark blue shows elegance, rationality and stability.In addition, gray is more moderate and peaceful, and looks dignified, decent and extraordinary; brown is a natural and simple color, which is kind and unique; dark blue is more generous and stable, and it is also a common color, which is more suitable for yellow Skinned Chinese.
(2) The tie should play a finishing touch.In addition to the color of the tie must be coordinated with your own suit and shirt, it is also required to be clean, flat, and wrinkle-free.The length of the tie should be appropriate, the tip of the tied tie should just touch the belt buckle, and the width of the tie should be in harmony with the width of the lapel of the suit.
(3) The shirt should be coordinated with the suit and conform to its own characteristics.The collar shape and style should be coordinated with the jacket and tie, and the color should be consistent with personal characteristics.Pure white and sky blue shirts are generally necessary, and the collar and cuffs should be clean.
(4) The socks should be long rather than short, and should be coordinated with the suit.It is advisable not to expose the calf after sitting down.The color of the socks should be coordinated with the suit. Dark socks are more secure, because light-colored socks can only be matched with light-colored suits, not dark-colored suits.
(5) Shoes should be clean and shiny.The style of shoes also directly affects the overall image of men.In terms of color, it is recommended to choose black or dark brown leather shoes, because these two colors of leather shoes are invariable classics. Light-colored leather shoes can only be matched with light-colored suits. If you match them with dark-colored suits, you will feel top-heavy.No matter what kind of shoes you wear, you should keep them clean and bright. Clean leather shoes will give you a professional and tidy look.
A suit is an important clothing for a male salesperson. As a male salesperson, you must avoid the following mistakes:
(1) Mistaking a suit for a quilt.If you choose improper materials for a suit, don't pay attention to ironing, have bulging pockets, and keep labels on the cuffs, it will give people an indecent impression.Many male salespeople think that wearing a suit with loose lines and large shoulder pads can support the masculine posture.this is actually wrong.For a suit to look decent, the most important thing is the fit.
(2) Mistaking a suit for a pocket.Suits pay attention to smooth lines, and the things in the pockets should be as streamlined as possible when wearing a suit, and it is best to only hold a wallet.Do not put mobile phones, keys, etc. on the trousers, which will not only destroy the overall feeling of the suit, but also easily deform the suit.
(3) Misplaced socks.In the matching of suits, socks are also the details that reflect the taste of male salesmen. The texture of socks should be cotton.The colors of standard suit socks are black, brown, gray and blue, mainly monochrome or simple jacquard.Pay attention to make the colors of trousers, leather shoes and socks the same or close.Remember, the top of the sock cannot be exposed.
Whether it is a male salesperson or a female salesperson, in general, you must grasp the TSOP principles of dressing: T——time (time), S——season (season), O——occasion (occasion), P—— place (place).
Time principle (time): dress should change with time.If you are meeting with a new client during the day, it is recommended to dress formally to show professionalism; while meeting with clients in an informal setting in the evening, weekends and work breaks, you can dress casually.Because after work, customers dress more casually in order to relax themselves. At this time, if they dress too formally, they will leave a stereotyped impression on customers.
Seasonal principle (season): Dress should change with the season.There are four seasons in a year, and each season should have clothing suitable for the climate characteristics of the season, and you should choose clothing that is suitable for the climate when dressing.If you wear heavy clothes in summer, customers will feel conservative and inappropriate; in winter, if you wear clothes that are too thin, customers will look uncomfortable.Therefore, when the salesperson chooses his clothing, he should change with the changes of the seasons.
Occasion principle (occasion): Dress should change with the occasion.On formal occasions, salespersons should dress solemnly and elegantly.Male salespeople can wear a better suit and tie, while female salespersons can wear formal business suits or evening gowns.For informal occasions, attire should be light and comfortable.However, if you wear casual clothes to attend a formal dinner, it is not only disrespectful to the host of the banquet, but also embarrassing yourself.
The principle of location (place): Dress should change with the location.If the salesperson is receiving customers in his own home, he can wear comfortable casual clothes, but it must be clean and tidy; Or the unit visits customers, wearing professional attire will look very professional; and if you are visiting a hotel and demonstrating the efficacy of the product in the hotel's Chinese restaurant kitchen, it is better to wear light clothing.
The basic requirement for a salesperson to dress is to be clean and tidy. It must not only meet the fashion aesthetics, but also properly reflect the individuality. They should maximize their strengths and avoid weaknesses in their clothing to show their best appearance.In terms of styles, it is recommended that the salesperson choose simple styles of clothing, because such clothing is easier to match and looks elegant.It is better to avoid styles that are too trendy, exaggerated and not suitable for you.In addition to dressing, salesmen also want to have a "flower-like appearance", so many salesmen use makeup skills to modify their appearance in order to dress up the best self.Male and female salespersons have different makeup skills because of gender differences.
1. Female salespersons focus on "elegance"
The female salesperson should reflect "elegance" in her appearance.There is an old saying: "The appearance is outside but the spirit is inside." "Elegance" is a kind of elegant temperament exuded from the inside to the outside.Specifically, female salespersons can refer to the following aspects when grooming their appearance:
(1) Makeup sets off the temperament.Female salespersons need to pay special attention, makeup should be similar to their own temperament, so as to better show their "god" and inner "elegance".
(2) Bright but not tacky.Female salespersons who sell daily cosmetics may wish to dress up more beautifully, look youthful and fashionable, and make themselves look energetic, so as to infect customers.But to grasp a degree, excessive will appear tacky.
(3) Fashion and personality.Fashion is also a kind of beauty, which is a consensus reached by most people on beauty.Female salespersons should have a keen sense of fashion, and capture the factors that suit their own personality, instead of being easily swayed by trends, because trends may not suit everyone.Therefore, the makeup of the female salesperson should show a fashionable and harmonious and natural beauty, which is the embodiment of "elegance".
In addition, female salesperson makeup should grasp the following principles:
(1) Time principle.It is time to work during the day, so it is advisable to wear light makeup, which will look elegant and generous; due to the light at night, you can appropriately increase the makeup.
(2) The occasion principle.When interviewing with customers, it is advisable to wear light makeup, so as to be solemn and not distract the attention of customers; to participate in formal social activities, you can wear dinner makeup to match the lighting effect, and at the same time, you can dress up grandly to match the makeup.
(3) The principle of location.In your own home, if you want to receive guests, you should still make up appropriately to show respect for the guests.
2. The male salesperson focuses on "cleanliness"
Male salesmen do not need to make up in their daily work and life, but they need to maintain a neat appearance.In modern society, male grooming has shown a popular trend.Due to physiological reasons and a large amount of activity, men’s skin is relatively thick, with large pores, and the epidermis is prone to keratinization. At the same time, the secretion of sweat and oil is also more, which will accumulate dust and dirt, block pores, cause bacterial infection, and skin inflammation.Therefore, male salespeople should pay more attention to "face issues".If you pay attention to the following aspects, you can double the confidence of male salesmen and face customers with the best manner:
(1) Overall tidy and comfortable.Overall cleanliness and comfort refer to factors such as beard and hair that have an impact on appearance.Whether men have beards or long hair depends on their personality and appearance conditions.Regardless of whether you have a beard or not, you should keep it clean, and try to present a neat and generous appearance to customers, instead of always giving people a "sense of vicissitudes"; if you have long hair, please pay attention to keeping it clean and tidy.
(2) Clean and generous.Because men have more sebum secretion and more developed sweat glands, they are prone to peculiar smell, so they should pay more attention to hygiene. They should wash their face, shampoo, bathe, cut their nails, and change their clothes frequently, and keep their bodies clean and hygienic at any time. Avoid strong smoke.
(3) Learn to take care of yourself.Male salespersons should also use basic skin care products, especially in autumn and winter when the skin is prone to dryness.Only when the skin is smooth and the lips are moisturized can customers be confident when selling skin care products.Therefore, male salespeople must learn to take care of themselves.
Whether it is a male salesperson or a female salesperson, cultivating temperament and strengthening self-cultivation are important parts of a good image.Elegant temperament comes from inner self-restraint.In addition, the salesperson should also pay attention to the decent and generous manner.In this way, the combination of inside and outside will bring out the best in each other, and it will appear elegant and charming.
Where there is life, there is aura, which is an invisible spiritual symbol on us.The cultivation of aura has a certain effect on the courage and wisdom of a businessman, and it will affect the rise and fall of his business and the success or failure of his career.The aura of a businessman should show boldness, tact, agility, and demeanor. At the same time, he should also be humane and not take money too seriously.This requires businessmen to cultivate their personality charm in order to make their business flourish.
(End of this chapter)
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