Sales Psychology: Sales is a psychological warfare

Chapter 10 Mentality determines everything: sales elites must understand psychology (4)
If the sales process is compared to a "knife" that cuts through thorns and thorns, then setbacks are an indispensable "whetstone".In order to succeed in sales and to work and live happily, salespeople must learn to face setbacks bravely, and the more frustrated they become, the more courageous they become.

A high-achieving salesman said that the first close he got was only 1 in 10 of all the deals he closed.When he is carefully preparing a sales promotion, he has to design several closing methods. If the first effort is not successful, the next effort may produce better results.He was prepared to be rejected once, twice, five times, seven times, or even eight times before signing the contract.He is not afraid of being rejected by the other party at all, which can instead increase his motivation to further strive for a deal.

During the negotiation, he will not stop to refute the other party's decision, but try to find out the factors that contributed to the other party's determination to buy, and continue to say: "Oh, yes, I still haven't made it clear to you." Then start another sales pitch.The result of this sales method is that in the end most of the customers gave in to his insistence, or in other words, were moved by his spirit of never giving up until the goal was reached, and thus willingly bought his products.

There is no doubt that the spirit of not flinching in the face of rejection should be an essential quality for all salespeople to strive for profit.Having the tenacity to say no will help your work.

In fact, setbacks are all kinds of interference and obstacles that a person faces in the process of achieving the predetermined goal, which makes him feel negative and hostile.Therefore, in this sense, setbacks are actually a kind of emotional psychology, which will cause great psychological pressure on people. If they cannot adjust in time, they will lose confidence and enthusiasm.Therefore, the salesperson should be good at properly guiding and managing the frustration, so as to avoid the generation of frustration.So, how should the salesperson avoid the generation of frustration?
(1) Work meaningfully.In the process of sales, we must learn to establish small and specific goals and strive to achieve them.In the process of realization, we must constantly revise and set new goals, and we must not set goals that are too ambitious or far from our own abilities.

(2) Face reality and change strategy.In the process of sales, setbacks are inevitable, and avoidance is only a temporary relief. Only by daring to face them, trying to find solutions, and actively changing strategies can the unfavorable situation be reversed.

(3) Change the understanding, the willow will be dark and the flower will be bright.When you encounter setbacks in the sales process, you must learn to think about the problem from another angle, which will often make depressed and desperate people see hope from it.

9.Actively respond to "sales slump"

Even senior salespeople or salespeople whose performance has been maintained at a certain level will continue to decline for two or three months in a row.Those who have never experienced it will never believe how lethal it is, and those who have experienced it will secretly pray that the nightmare will not come again.Sales work is a challenging job.If salespeople do not have strong willpower, firm beliefs, and courage to move forward, they will not be able to deal with the many difficulties and rejections of customers.If you want to have a world in the sales industry, then you must strengthen your beliefs and improve your willpower.

When you encounter difficulties, you must encourage yourself to "surely succeed next time".Instead of giving up lightly.

The low tide of sales not only makes people depressed and loses their calmness, but also makes people doubt who they are.In fact, there is absolutely a reason for this situation. It may be that you have not developed new customers, you may not be active enough, or you may have a major accident at home or illness that makes you lose your due sales level, etc.Obviously, the reasons are all on yourself. Unless it is due to irresistible factors such as major accidents or illnesses, the responsibility for failure must be borne by yourself.

When some salespeople are lucky, they immediately close the deal after just one or two talks. The easy victory often leads people to their heads, making people think that luck will always favor them from now on, and they will no longer spend more time cultivating new ones. Customers, when there is a gap in performance, they will be in chaos and don't know how to get out of the predicament.

When Yuan Yiping, the master salesman, encountered a sales slump for the first time, he reflected all day long, trying to find out the reason.One day, he made up his mind to visit a senior person to ask him how to get out of the predicament, but he didn't expect the senior to rest at home because he was drunk.He was shocked when he found out, and at the same time thought that his behavior was too naive.After thinking about it all night, he got up early the next morning, took a cold shower (it was winter), and went directly to visit customers. Sure enough, the first company rejected him, and the second company also rejected him. , but he didn't take it seriously at all, and continued to do visiting work.

He decided to give it a try, what would happen after visiting ten houses?Finally, the long-term unsalable nightmare ended at the fifth store.

After signing the contract, he ran out on the road and shouted loudly: "Great! I haven't given up!" It was from this moment that he, who had always been smooth sailing, finally tasted the real bitterness of selling; At this moment, he felt how deep his love for the sales industry was.

Sales elites believe that in order to overcome the slump in sales and achieve success in sales, two conditions are crucial.

(1) Make a plan to prevent yourself from being lazy, retreating, or justifying.Sales is a long and arduous road. Not only do you need to maintain an aggressive mood, but you should also uphold a belief, that is, self-motivation and self-inspiration. Only in this way can you persevere in the face of many difficulties.Especially in the low tide period, if you can't make timely self-regulation, the road to sales will inevitably come to an end forever.

(2) Use iron will to complete the plan.There are two kinds of people who can do a good job as a salesperson. The first type is an optimistic person, and the second type is a person who never admits defeat.

Yuan Yiping belonged to the kind who would never admit defeat.He is thin and small, but his characteristic is that he is more indomitable than others.The following is Yuan Yiping's autobiography:
When I first joined Meiji Insurance Company, I had to make a plan to visit 15 customers every day.

This plan is very tiring, and often there is no time to breathe. Naturally, the family and wife cannot be taken care of.Sometimes I also ask myself: "Do I have to interview 15 clients every day? What am I doing for it? Money?" But my stubborn personality forces me to constantly surpass myself; I am never willing to admit defeat.In the eyes of others, apart from selling insurance, I have no other entertainment every day, and I don’t take my wife to play outside of work.Some say my life is terribly dull; some say my life is no joy at all.But I enjoy great happiness at work.

In order to surpass my own achievements, I constantly create new achievements. In the face of failure, I just smile and continue to work hard.My daily belief is that I must interview 15 customers, and I will never go home if I have not completed the interview.This unyielding force churned in my chest, encouraging me.Life is a series of challenges and challenges, and constantly conquering difficulties is the greatest joy in my life.

It is the passion for work and the will to persevere that I have achieved today's success.Although my "altitude" is not high, my success has been achieved in storms.I am not afraid of anything, the only thing I am afraid of is bowing my head.Only those who never admit defeat are worthy of the laurels of success.

If you want to succeed, don't bow your head and admit defeat!
In theory, human potential is unlimited.With this unlimited potential, your marketing goals should also be higher and higher, only in this way can you achieve your goals one by one.And every time you achieve your sales goal, you set a higher goal, your work will have a direction, you will move in this direction, and you will continue to break your own sales records.

10.Be persevering when you fail

On the road of sales, there are successes and failures, and according to common sense, there should be far more failures than successes.In fact, it doesn't matter if you fail, what matters is whether you will start again after you fail.As long as you have this indomitable courage and psychology, then one day you will succeed.

Sales is also a career that is most likely to fail. Maybe you met 20 customers a day, but you didn’t get a single order. If you persist in this situation for a month or a year, will you still persist?This is a test for all salesmen, because no salesman dares to say that he can persist in such a situation.

In the United States, there was once a poor young man who, even if he put all his money together was not enough to buy a decent suit, he still wholeheartedly insisted on his dream. He wanted to be an actor. movie, be a star.

At that time, there were 500 film companies in Hollywood, and he counted them one by one, and more than once.Later, according to the route he carefully planned and the order of the list he arranged, he went to visit with a tailor-made script he had written.But after the first pass, none of the 500 film companies were willing to hire him.

Faced with [-]% rejection, this young man was not discouraged. After getting out of the last rejected film company, he started from the first one again and continued his second round of visits and self-recommendation.

In the second round of visits, 500 film companies still rejected him.

The results of the third round of visits are still the same as the second round.The young man gritted his teeth and started his fourth round of visits.After visiting the 349th film company, the boss of the 350th film company promised to let him leave the script for a first look.

A few days later, the young man was notified that the film company invited him to discuss it in detail.

It was during this negotiation that the company decided to invest in the filming of the film and asked the young man to act as the leading actor in the script he wrote.

The movie is called Rocky.

The young man's name was Sylvester Stallone.

In real work, many salespeople often draw conclusions about failure too early. When encountering a little setback, they doubt their work, and even give up halfway, making all previous efforts in vain.Only those who can stand the wind and rain and various tests are the final winners.Remember, never give up until the last minute.

Clement Stone, known as the "insurance geek", is the chairman of United Insurance Company of America and one of the largest business tycoons in the United States.

Clement Stone lost his father when he was young and relied on his mother to sew clothes for others to make ends meet.In order to subsidize his family, he went out to sell newspapers when he was very young.Once, he walked into a restaurant selling newspapers and was kicked out.Taking advantage of the restaurant owner's unpreparedness, he sneaked in to sell newspapers again.The annoyed restaurant owner kicked him out, but Stone just rubbed his ass and slipped into the restaurant again, more newspapers in hand.Seeing his courage, the guests finally persuaded the boss not to drive him away, and bought his newspapers one after another.Stone's ass hurts from being kicked, but his pockets are full of money.

Facing difficulties bravely, never giving up until the goal is reached - Clement Stone has been such a child since he was a child, and he is still such a person later.

Clement Stone started trying to sell insurance when he was still in middle school.He came to a building, and the scene of selling newspapers appeared in front of his eyes again. While trembling, he comforted himself: "If you do it, there is no loss, and there may be a big gain, then start to do it." .do it right now!"

He walked into the building, thinking that if he got kicked out, like he was kicked out of a restaurant selling newspapers, try to get in again.But he wasn't kicked out.He went to every office.He kept thinking in his mind: "Do it right away!" Every time he walked out of an office without gaining anything, he worried that he would hit a nail in the next office.Without hesitation, though, he forced himself into the next office.He found a secret of rushing to the next office immediately so there was no time to get scared and give up.

That day, two people bought insurance from him.He was a failure in terms of sales volume, but he learned a lot about himself and salesmanship.

On the second day, he sold 4 policies; on the third day, 6.His career took off.

At the age of 20, Clement Stone set up his own insurance brokerage firm.On the first day of opening, he sold 54 insurance policies on the bustling streets.One day, he had an almost unbelievable record, 122 copies!Based on 8 hours a day, he makes a deal every 4 minutes.

At the end of 1938, Clement Stone became a millionaire.

Clement Stone said that the secret of success lies in the spirit of "never give up after encountering setbacks".Clement Stone also said: "If you face hardship with firmness and optimism, you can find good in it."

In the sales industry, as Stone said, those who can do the most business, get the most customers, and sell the most products are always those salesmen who are not discouraged, can endure, and never say "no" in difficult times , are those who are patient, humble and polite enough to make others feel that it is difficult to disobey their wishes and their feelings.Every new salesman should strive to make himself such a person, not the opposite.

For various reasons, people tend to be somewhat unwelcome to salespeople in various businesses; but when they encounter salespeople who are patient, humble and polite, the situation is different.They know that a patient salesman is not easy to dismiss; they often buy because they admire that salesman's patience.

Therefore, as long as a big goal is identified, no matter whether it is easy or difficult to achieve it, no matter whether you are happy or unhappy, people who always go all out to do it will always win.In reality, many new salesmen do not try to solve difficulties when they encounter difficulties, but find all kinds of excuses to shirk their responsibilities, exaggerate the difficulty of tasks, and complain about the unfair assignment of work by their superiors.It is difficult for such a person to become an excellent salesperson.

In short, every sales newcomer should understand: no matter when, a strong-willed person can always find his place in society.Everyone trusts those who are persevering, persevering, and patient for their careers, and are willing to cooperate with them, because a firm will can produce a firm reputation.When you understand that success is accumulated by failures, you will face up to setbacks or difficulties and overcome them; even if you can't solve them for a while, as long as you persevere, you will succeed sooner or later.

It's normal for a salesperson to fail, but it's not normal for a sales job to go exceptionally well every time and never fail.Therefore, failure is not terrible, because every failure is the basis of success, the more failures, the closer to success.

Failure in sales can be said to be commonplace. Do you give up after failure?You must not give up. We must have the confidence that we will never return. As long as you persist, you will be able to get the order from the next customer.

(End of this chapter)