Sales Psychology: Sales is a psychological warfare

Chapter 19 Sales eloquence to impress customers: laying a good foundation for efficient transactions (1)
For salespersons, good eloquence does not lie in the gorgeousness of words or superb debating skills, but in whether they can impress customers' hearts, whether they can quickly attract customers' attention and arouse their interest. Arouse the customer's desire to buy step by step, and finally convince the other party to make the final purchase decision!Therefore, it is no exaggeration to say that the success of sales can largely be attributed to the reasonable use and exertion of eloquence by salespeople.

1.Show your cultural accomplishment with eloquence
Language is a tool for human beings to express their inner thoughts.A person's eloquence is closely related to his psychological thinking, and eloquence is the carrier, material shell and form of expression of inner thinking.For a salesperson, having excellent eloquence can show his psychological cultivation, cultural quality and personal charm in front of customers.At the same time, successful sales also come from first-class eloquence, and good sales eloquence will enable you to be at ease in any occasion and have both ways.

When Adamson was the president of the New York Advanced Seating Company, he had won two important orders, that is, George Eastman's music school and theater seat upholstery business.You know, Eastman is one of the most famous businessmen in the world, and the scale of the schools and theaters he built can be imagined.The reason why Adamson was able to win these two big orders is that he fully demonstrated his good quality and personal cultivation in front of customers through his sales eloquence.

"I've been admiring your office, Mr. Eastman, and I'm so envious of you. If I had an office like this, I wouldn't care how hard I worked. You see, my business is carpentry work inside houses, But I haven't seen a prettier office."

Immediately interested, Eastman replied, "This office is beautiful, isn't it? I admired it very much when it was first built. But now, every time I enter here, I think about other things, sometimes Didn't even have time to take a good look at the room."

Adamson ran his hands back and forth over a panel with the look of stroking a beloved object:
"It's made of English oak, isn't it? The texture of English oak is just a little bit different than that of Italian oak."

Eastman replied: "Yes, it is oak imported from England. It was selected for me by a friend who specializes in joinery."

Next, Eastman led Adamson to visit every corner of the house, and pointed out the parts he participated in the design and supervision to Adamson, with an expression on his face, as if facing his own child.Finally, Eastman detailed his entrepreneurial history to Adamson.Before they knew it, their conversation had lasted more than two hours, and Eastman had already regarded Adamson as his friend.After the conversation, Eastman invited Adamson to his home for dinner.

In this way, the proper use of eloquence enabled Adamson to reveal his knowledge of building materials and to praise Eastman modestly and sincerely.Eventually Adamson won the seating upholstery business for those two buildings.

Good eloquence reflects a person's inner world of self-confidence, optimism, tolerance and elegance.People's hearts always have something in common, and language is a bridge for people to communicate with each other.The quality of eloquence directly affects the effect of communication between salespersons and customers, so salespersons should use language tools flexibly to achieve the best performance in front of customers, so as to win the trust of customers and complete the transaction smoothly.

2.New and unique opening remarks
When salespeople first contact customers, they often find that customers are generally busy.In such a situation, if the salesperson cannot use the most effective method to shift the customer's attention to you in the shortest possible time, then the sales promotion will basically fail.

To be a successful salesperson, a unique opening statement is essential. If your opening statement is attractive enough, customers may stop what they are doing and come to listen to your product introduction.

Different communication methods should be used for different customers, not stereotyped.

The speech of the salesperson includes many aspects, and the use of civilized language is the most basic.Good wording, a warm and gentle demeanor are key, as is a well-timed sense of humor.

Konosuke Matsushita once used a positive opening statement to attract collaborators, thus digging out the first pot of gold for himself, and slowly developing his company from an ordinary small shop to a world-renowned Panasonic Group.

Konosuke Matsushita initially operated a small shop selling building materials, but the profit was too low, so he thought about how to make this small shop make a lot of money.It just so happened that a well-known tile factory held an ordering meeting. Konosuke Matsushita wanted to participate, but because the store was too small, he didn't even receive the invitation letter from the manufacturer.

On the day of the meeting, Matsushita did everything possible to get a ticket to enter the conference center.At the ordering meeting, in order to attract the attention of the manufacturer, Panasonic was the first to speak. He explained all the knowledge about ceramic tiles in a simple way for half an hour. The wonderful knowledge refreshed everyone.The effect is obvious, the manufacturer noticed him, and after the meeting, the manufacturer directly approached him, wanting to find out the reality.

Seeing that his first goal had been achieved, Panasonic told the manufacturer directly: "My company is just a small shop, not so rich in funds, and not so famous in name. I came in by myself, and the purpose of coming here is because I feel The products of your factory are really good. The second reason is that I want to use your factory to develop myself."

The manufacturer heard Panasonic's straightforward speech and felt that he was very honest, so he readily agreed to cooperate with Panasonic.

The reason why Konosuke Matsushita was able to succeed is precisely because his preface and honest attitude attracted the attention of the manufacturer, and thus he got the result he wanted.In a sales promotion, if your opening statement is attractive enough to catch the customer's heart in the short period of time at the beginning, then the next sales promotion will be much easier than imagined.

Before a salesperson talks to a prospect, they need a proper opening statement.The quality of the opening remarks can almost determine the success or failure of this visit.In other words, a good opening is half the success of a salesperson.Sales masters often use the following creative opening remarks.

(1) MONEY.Almost everyone is interested in money, and ways to save money and make money can easily arouse the interest of customers.Such as:

"Manager Zhang, I'm here to tell you how your company can save half of your electricity bill."

"Director Wang, our machine is faster, consumes less power, and is more accurate than your current machine, which can reduce your production cost."

(2) Sincere compliments.Everyone likes to hear something nice, and customers are no exception.Therefore, compliments become a good way to approach customers.Complimenting a prospective customer requires identifying features that others might overlook so that the prospective customer will know that your words are sincere.If the words of praise are not sincere, they will become flattery, and of course the effect will not be good.

Complimenting is more difficult than flattering. It needs to be considered first, not only must it be sincere, but also must choose the established goal and sincerity.

"Mr. Wang, your house is so beautiful." This sentence sounds like flattery. "Mr. Wang, the lobby of your house is really uniquely designed." This sentence is a compliment.

(3) Tap into curiosity.Modern psychology shows that curiosity is one of the basic motivations of human behavior.Those things that customers are not familiar with, don't understand, don't know, or are different often attract people's attention, and salespeople can use everyone's curiosity to attract customers' attention.

A carpet salesperson said to the customer: "It only costs 12 cents a day to make your bedroom carpeted." The price of the carpet is 24.8 yuan per square meter, so it costs 297.6 yuan. The carpet in our factory can be used for 5 years, 365 days a year, so the average daily cost is only [-] cents."

The salesperson creates a mysterious atmosphere, arouses the curiosity of the other party, and then, when answering questions, introduces the product to the customer skillfully.

(4) Reference to an influential third person.Tell the customer that it is a third party (the customer's relatives and friends) who wants you to come to him.This is a roundabout tactic, because everyone has the mentality of "not looking at the monk's face to see the Buddha's face", so most people are very polite to the salesmen introduced by relatives and friends.Such as:

"Mr. He, your good friend Mr. Zhang Anping asked me to come to you. He thinks that you may be interested in our printing machinery, because these products bring a lot of benefits and convenience to his company."

It is very effective to promote your own method under the banner of others, but you must pay attention to it. It must be true, and it is absolutely impossible to fabricate it yourself. Otherwise, once the customer checks it, it will be exposed.In order to win the trust of customers, it will be more effective if you can show the referrer's business card or letter of introduction.

(5) Give an example of a famous company or person.People's buying behavior is often influenced by other people. If salespeople can grasp the psychology of customers and make good use of it, they will definitely get good results.

"Factory Manager Li, after the company's president Zhang adopted our suggestion, the company's business situation has improved greatly."

Taking a well-known company or person as an example can strengthen your momentum, especially if the example you give happens to be a company that customers admire or have the same nature, the effect will be even more significant.

(6) ASK QUESTIONS.The salesperson asks questions directly to the customer and uses the questions asked to get the customer's attention and interest.Such as:

"Director Zhang, what do you think are the main factors affecting the quality of your factory's products?" Naturally, product quality is one of the most concerned issues of the factory manager. Such a question from the salesperson will undoubtedly guide the other party into an interview step by step.

When using this technique, it should be noted that the questions asked by the salesperson should be the questions that the other party is most concerned about. The questions must be clear and specific, and the words should not be unclear or ambiguous. Otherwise, it will be difficult to attract the attention of customers.

(7) Provide information to customers.Sales staff provide customers with some helpful information, such as market conditions, new technologies, new product knowledge, etc., which will attract customers' attention.This requires the salesperson to stand on the customer's standpoint, think for the customer, read newspapers and periodicals as much as possible, grasp the market dynamics, enrich their knowledge, and train themselves to become experts in their own industry.Customers may have dealt with salespeople, but they have great respect for experts.If you say to the customer: "I saw a new technical invention in a certain publication, and I think it is very useful for your factory." The salesperson provided information to the customer, cared about the interests of the customer, and won the respect of the customer. and goodwill.

(8) PERFORMANCE DISPLAY.After seeing the customer, a salesperson of fire protection products was not in a hurry to speak. Instead, he took out a fireproof clothing from his bag, put it into a large paper bag, and immediately lit the paper bag with fire. After the paper bag was burned, the inside The clothes are still intact.This dramatic performance aroused great interest from customers.

The salesperson uses various dramatic actions to demonstrate the characteristics of the product, which is the most able to attract the attention of customers.

(9) Utilize the product.Sales staff use the products they sell to attract the attention and interest of customers. The biggest feature of this method is to let the products introduce themselves.

The salesperson of a township leather shoe factory in Henan Province put a leather shoe with a novel design and exquisite workmanship produced by the factory on the desk of a manager of a shopping mall.
How much is a pair? "I was immediately attracted.

The main point of this kind of opening statement is that the product must have its own characteristics, and the quality requirements are very high.

(10) Ask customers for advice.The salesperson uses the method of asking the customer for advice to get the customer's attention.Such as:

"Mr. Wang, you are an expert in computers. This is a new type of computer developed by our company. Please guide me. What are the problems in the design?" Attracted by the advanced technical performance of the computer, the sales will be successful.

(11) USE GIVEAWAY.Everyone has the psychology of being greedy for petty gains, and gifts are to use people's psychology to sell.Few people will reject free things, and use gifts as a stepping stone, which is both fresh and practical.

Dr. Goldman, the most authoritative sales expert in the contemporary world, emphasized that in face-to-face sales, it is very important to say the first sentence well.Customers listen to the first sentence much more seriously than the subsequent words.After hearing the first sentence, many customers consciously or unconsciously decide whether to send the salesperson away as soon as possible or continue the conversation.

Therefore, the salesperson must grab the customer's attention as soon as possible to ensure the smooth progress of the sales visit.

3.Accurately grasp the blunt and euphemistic
We often hear this saying in life: "There are three things to say, and it is better to say it cleverly." The salesperson said: "I am happy to have a deep talk with you. It must be very important to you to increase your company's turnover, isn't it?" Such questions can generally be answered affirmatively by customers.

Different purposes, different customers, and different industries have different opening remarks.Sales staff should design opening remarks with their own style and characteristics according to their own industry and purpose.

Certain conversational skills.Salespersons should use psychological knowledge to gain insight into the psychology of customers, whether it is blunt or euphemistic, they must properly meet the psychological needs of customers.

When customers are eager to learn, what they need is real information, and they don't like to listen to the nonsense of the salesperson. At this time, the salesperson should tell the truth and firmly grasp the customer's psychology with concise and powerful words.When the customer's self-esteem prevails, the salesperson should express his views or make suggestions implicitly and tactfully. If he speaks out at this time, it will stimulate and hurt the other party's feelings.

Xiao Liu is a salesperson in a gift company.The Spring Festival is approaching, and the company has just bought a new batch of gifts.Xiao Liu immediately called one of his old customers: "Mr. Zhang, our company just arrived today with a batch of gifts. They are high-grade and inexpensive. They are very suitable for giving to customers during the Spring Festival. I will send you the samples and materials. , what do you think?"

Mr. Zhang: "Okay! You can find time to send it over! I'm busy now, you leave the sample information at the front desk, and I will call you back."

Xiao Liu happily took the sample materials over.But after several weeks, Mr. Zhang has not replied to him.Xiao Liu felt that he couldn't just sit and wait like this. He thought for a while, and then called Mr. Zhang: "Mr. Zhang, our company received a batch of new gifts yesterday. The workmanship and style of these gifts are very particular. Only Several sets. I was the first to notify you." Xiao Liu's implication was that you don't want anyone to ask for it, and letting others take the first opportunity is not good for you, but he didn't express it directly, and then said: "I know your customers are all You are a high-end person, so I think, if you give this kind of gift to customers, you must have a lot of face, and you can guarantee that your customers will be very satisfied."

Unexpectedly, this trick is really effective, Mr. Zhang said after hearing it: "You can bring the samples now, let me have a look."

Imagine if Xiao Liu directly said to Mr. Zhang, "There are only a few sets, you don't want others to wait for it", Mr. Zhang would definitely not buy these gifts.

When communicating with customers, salespeople need to know when to express their wishes tactfully and when to be blunt.An outspoken salesperson will leave customers with a good impression of integrity and honesty; a salesperson who knows euphemism will take into account the customer's self-esteem, and achieve the purpose of his conversation in a subtle and tactful way according to the customer's personality and temper.

(1) Situations that require outspokenness.Generally, after getting familiar with customers, or need to save time, and when facing some customers who have not woken up for a long time, the salesperson can use blunt expression.In addition, when the salesperson initially communicates with the customer, in order to arouse the customer's attention and purchase interest, they often need to explain and state their own company, products and services.This kind of explanation and statement does not need euphemistic expressions, but can be straightforward; subtle and euphemistic will cause misunderstandings among customers and reduce sales efficiency.

When many substantive issues are involved in the transaction, in order to avoid disagreements between the two parties due to safeguarding their respective interests, the explanations given by the salesperson should not be too complicated when resolving these differences and contradictions.If the explanation is protracted and lengthy, it will disgust the customer and lead to the failure of the transaction; you might as well tell the truth, be concise, but to the point.

(2) Situations where euphemism is required.Being a person requires integrity, honesty, and methods.In the communication between the salesperson and the customer, straightforward expressions are needed, but more often than not, they should be expressed in a tactful way.

Decline the customer's price request politely and in a joking manner.Price has always been the central topic of sales. When faced with unreasonable price demands from customers, sales staff can politely refuse customers by joking.For example, "My God, Boss Liu, you are simply 'robbing' in broad daylight", "Mr. Zhou, at your price, I will have to drink Northwest Wind next month", etc.The joke rejection method does not contain a negative word in the speech, but the customer can hear the implication from the salesperson's words, which avoids the customer's embarrassment and is easy to be accepted by the customer.If the atmosphere of communication is very dull, such a joke can also relieve the tension.

(End of this chapter)