Sales Psychology: Sales is a psychological warfare

Chapter 2 Achieve Yourself First: Bloom Your Most Beautiful Self (1)
A successful salesman must be a great psychologist. From finding a customer to completing a transaction, what each salesperson needs is not only meticulous arrangements and careful planning, but also a psychological battle with the customer.In essence, sales is a psychological game. If you want to sell products successfully, you must read the hearts of customers and understand their needs in order to be invincible.

1.Sales jobs are not dwarfs

Some newly recruited salespeople do not have a good understanding of sales work. They always feel that it is a buyer's market and sales are asking customers to buy, so they lack confidence when facing customers.In fact, this kind of mentality exists not only in new salesmen, but also some salesmen who have been in sales for one or two years can't get out of this vicious circle.

Especially the current sales are very focused on service awareness, so some salespersons think that serving customers is inferior, but in fact this is a completely wrong mentality.

If salespeople want to win the favor of customers and achieve good performance, they must first identify with themselves and give themselves a positive positioning. This may not directly lead to the success of sales, but the self-confidence shown by salespeople from the inside out The heart will definitely give customers a positive infection.Just imagine, which one is more attractive to customers, a confident, enthusiastic, positive salesperson or a lack of confidence, negative and pessimistic salesperson?The answer is self-evident, no one will buy products from salespersons who don’t even believe in themselves, let alone accept their services, because the lack of self-confidence of those salespersons will lead to customers’ distrust of the products and services they sell .

In fact, although many new salesmen dare to take the first step in their sales career, they will be fidgety, at a loss, and incoherent when they directly face customers and communicate with them.Why do salespeople who are usually chatting and laughing become like this once they talk to customers?This is actually their inferiority complex at work. From the bottom of their hearts, they think that sales work is a humble industry, and doing sales is a very shameful job.It is very common for new salesmen to feel inferior and too humble in front of customers.They often think like this: "If I don't show respect to my customers, if I don't follow the customer's words all the time, the customer won't place an order or buy my products."

In fact, thinking this way is a misunderstanding of sales work.Sales is the same as any other industry, only the specific job content is different.Salespeople are not imposing products or services on others, but helping customers solve problems.You are an expert and a consultant. You are equal to your customers, even higher than them, because you know how to help them better, so there is no need for you to humble yourself in front of your customers.You know, if you think highly of yourself, customers will trust you.

Moreover, the most taboo thing in the sales industry is to bow down in front of customers.If you can't even look down on yourself, how can others look down on you?Acting cowardly and submissive will not win the favor of customers at all, but will disappoint them.If you don't have confidence in yourself, how can others have confidence in the products you sell?

There was a new salesman who sold computers to a manager, and kept trying to please him, which made the manager very disgusted.The manager looked at the computer and thought it was of good quality, but he didn't buy it in the end.The manager said: "You don't need to be so humble. What you are selling is your product, not sympathy. If you are like this, who will trust you and buy your things?"

It can be seen that the low-key sales attitude not only depreciates the value of the product, but also depreciates the reputation of the company and its own personality.As a newcomer who has just set foot in the sales industry, no matter what kind of customers you face, don't think that sales are a shameful job.You should maintain an attitude of being neither humble nor overbearing, at least you should treat customers equally. Only in this way can you win customers fundamentally.

Ms. Sun is a college student who just graduated. She applied to a pastry company and became a new salesperson. After just one week of training, she was sent to Guangdong as a tally clerk.

We often see that most of the shelves in supermarkets are neatly arranged and orderly. Those hot-selling and cheap products are usually placed in the most conspicuous positions. In fact, these are all thanks to the tally staff of various manufacturers.

The shelves near the door, the layers close to the eye level on the multi-storey shelves, and the shelves with prominent positions in the store are all the objects of competition for tally staff like Ms. Sun.The more "conspicuous" the shelf position, the more variety, and the more organized the arrangement, the easier it is to stimulate consumers' desire to buy.When sales increase, supermarkets will buy more of your products, and they are willing to put your products in the most prominent position for a long time.

For the first time, Ms. Sun walked into a small convenience store.Facing the cold face of the female clerk with dyed yellow hair in front of the shelf, she dawdled for a long time but dared not speak: Do you want to call her "Miss"?Would it be too old...to call her "auntie"?What if she gets angry... After a lot of ideological struggle, Ms. Sun finally came to her slowly, and whispered:
"Hello, I'm from ×× Pastry Company." The female clerk turned her head, glared at her, and asked, "What's the matter?" "I, let me take a look at our company..." "What's so interesting?" !” Before Ms. Sun could finish speaking, the saleswoman turned her head away in a very impolite manner.

Ms. Sun's face turned red all of a sudden, and finally she broke her heart and said incessantly: "Your shelves are a little messy, and the variety of products is relatively small. If you buy more of our products, it will be good for you..." She She spoke dryly, but the female salesperson didn't even look at her. Several female salespersons around her looked at her indifferently. Ms. Sun was ashamed... In the next few days, Ms. Sun ran away for ten more times. Many stores have this kind of "no face" ending.She felt a little uncomfortable: "I graduated from a famous university, why should I do such a shameless job?"

When she told the company manager about this idea on the phone, the manager's words inspired her:

"Sales is not a humble job. Salespeople, like everyone else, use their own efforts to realize their self-worth. You must not be discouraged, as long as you persevere, you will definitely achieve excellent results."

After careful consideration, Ms. Sun felt that what the manager said was very correct.Yes, sales are a profound manifestation of self-worth, sales are the reproduction of self, and the process of creating a new self.

Since then, Ms. Sun has visited those small supermarkets several times a week. After a long time, she has learned some experience: the first few times are just to get acquainted with each other, and usually only say a few words to others, "You have worked hard." Are there many thieves?" and so on.Those clerks seem to be tough on the surface, but in fact they feel that the work is a bit boring. After a long time, they become "old friends" with Ms. Sun, and then they will tell Ms. Sun everything about the situation in the store.

In this way, half a year passed, and the "golden" shelves in more than 20 supermarkets in that city were filled with the products of Ms. Sun's company.

For salespeople, whether they are high-level sales managers or low-level business representatives, the sales work they do is of profound significance.

Everyone wants to give full play to their talents and work hard for their dreams. This is not only a psychological need for people to realize themselves, but also a pursuit of the value of life.For salespeople, since they are engaged in this kind of occupation, they should devote themselves to it and exchange their hard work for due rewards.

A Feng, A Bin, and A Qiang joined a certain company at the same time after graduating from university and became the company's sales representatives.

Ah Feng likes his job very much and has made long-term plans.He regards sales work as his own business, and he always learns and improves his ability in practice, and he often spends double his time and energy to solve problems in the sales process.

A Bin is very down-to-earth in his work, and he is eager to make achievements at work to gain the appreciation of his leaders, but sometimes he also likes to be lazy, and occasionally finds various excuses to evade responsibility, but overall he is relatively strict with himself.

Ah Qiang lacks enthusiasm for this job. He just regards work as a means of earning a living, and he just acts in accordance with the company's regulations.

Ten years have passed, and the situations of the three people are very different.Because of his extraordinary ability and outstanding performance, Afeng was promoted all the way, and is now the sales manager of the company he first applied for; Abin later changed jobs and was hired by a company as the head of the sales department; little achievement.

As the saying goes, "Soldiers who don't want to be generals are not good soldiers", which reflects a psychology of self-realization.Work can not only enable people to get due remuneration, that is, obtain material materials, but also enable people to get spiritual satisfaction.Sales is a service profession, which can bring convenience to customers, and at the same time, sales staff also gain the recognition and respect of customers in sales.Although at work, salespeople will encounter all kinds of setbacks and blows, but if they successfully conquer these difficulties, they will gain a greater sense of accomplishment.

The entrepreneurial experience of gold medal salesmen tells us that it is not shameful to engage in sales work, it is just a profession, as long as you put down your airs and face, get rid of the shackles of vanity, and the moment of successful sales will not be far away.

As a salesperson, you deal with many different types of customers every day, so you must have many different abilities and skills.To make the people you want to get acquainted with also want to get acquainted with you, you need to express yourself, that is, to show your ability anytime and anywhere, so that others pay attention to you, this is your way of survival.

2.see yourself as a commodity
Joe Girard, one of the world's greatest salesmen, once said, "The point of selling is that you're not selling something, you're selling yourself." He even wrote a book called How to Sell Yourself" to elaborate on his classic thought.

Sales activities are composed of three elements: salespersons, customers and commodities.Customers want to buy goods, and the salesperson is the bridge connecting customers and goods.Through the introduction of the salesperson, the customer can get more information about the product, so as to make a judgment and decide whether to buy or not.In this process, although the customer comes for the product, the first thing the customer comes into contact with is the salesperson.If the salesperson is polite, sincere, and considerate in service, the customer will have a good impression of him, and is likely to accept the products he sells; on the contrary, if the salesperson is indifferent to the customer, indifferent, and the service is not in place, Customers will be very angry and disgusted, even if the product quality is very good, customers will reject it.

A basic principle that sales emphasizes is: before selling a product, first sell yourself.The so-called selling yourself to customers is to make them like you, believe in you, respect you and be willing to accept you. In other words, it is to make your customers feel good about you.Many times, the salesperson is like one commodity after another. Some are well-proportioned, polite, sincere, and thoughtful. They are sought-after commodities that everyone loves and all customers like them; , vulgar and reckless, arrogant and indifferent, and lazy, will make customers hate and even avoid them.

In fact, sales and purchases are a kind of interaction between salespersons and customers.Since it is a communication, only when there is a good impression and mutual acceptance between each other, can we continue to develop and establish a relatively stable relationship.The customer accepts the salesperson first, and then accepts the product.Therefore, when salespersons are selling products, they must first allow customers to accept themselves and have trust in themselves, so that customers will accept the products they sell.If the customer has a lot of dissatisfaction and vigilance against the salesperson, no matter how good the product is, he will not believe it and refuse to buy it.

Therefore, let customers accept themselves, and believe that every salesperson will have their own customers.

There was a fund salesman, when he was first engaged in this industry, every time he went out to visit clients and sell various funds, he always failed, even though he worked very hard.

Later, the salesperson began to think about what caused his failure and why customers could not accept him... After confirming that there was no problem with the product he was selling, it meant that the customer did not like his own shortcomings, which led to the failure of the customer. Refuse to accept your own product.To this end, the salesperson began to reflect on himself, find out his shortcomings, and correct them one by one.In order to avoid fans of the authorities, he also invites his friends and colleagues to meet regularly to criticize himself, point out his shortcomings, and urge himself to improve.

At the first meeting, friends and colleagues gave him many opinions, such as being impatient and impatient; professional knowledge is not solid, so he should continue to learn; he always treats people from his own interests and does not consider the other party ; Careless in doing things, too bad temper; often self-righteous, do not listen to other people's advice, and so on.The salesman couldn't help but feel ashamed when he heard such a comment. It turns out that he has so many problems. No wonder the customer doesn't like him.So he made up his mind to correct them one by one.Moreover, he insisted on holding such gatherings, but he heard less and less criticism and opinions.At the same time, in terms of fund sales, he signed more and more orders, and was welcomed by more and more customers.

It can be seen that in sales activities, the salesperson himself is as important as the products he sells. Only by packaging yourself well and making customers like them can customers buy your products.

Because when customers buy, they should not only consider whether the product is suitable for them, but also consider the factors of sales personnel.To a certain extent, the sincerity, enthusiasm and hard work of the sales staff can impress customers more, thereby stimulating customers' willingness to buy.

There are many factors that affect the customer's purchasing psychology. Sometimes the brand and quality of the product are not the priority of the customer. As long as the customer accepts the salesperson from the heart, has a good impression and trust in him, he will accept the product recommended by him more.Researchers found in a market survey that about 70% of customers buy goods from a salesperson because the salesperson has good service, is sincere and kind, and customers like and trust him.This result shows that once customers have a good impression of the salesperson, accept and trust him, they will naturally like and accept his products.On the contrary, if the salesperson cannot make customers accept themselves, then its products will be difficult to impress customers.

In the process of dealing with customers, the salesperson should know that he is a "person" first and not just a salesperson.A person's personal qualities will cause customers to have varying degrees of psychological reactions, which potentially affect the success or failure of sales.Only in the hands of an excellent salesman can an excellent product win the long-term favor of the market.

Therefore, when you sell your character to a client, the most important thing is to sell him your integrity.

Sales must be persuasive with facts and not deceived by fraudulent means.Honesty is the best way to win over your customers.Customers always hope that their purchase decisions are correct, and they always hope to get some benefits from the transaction. They are afraid of losses.Therefore, once customers perceive that the salesperson is lying or playing tricks, they will instinctively be wary of the transaction out of the protection of their own interests, and as a result, it is very likely that you will lose your business.Sales staff must pay attention to the following points in order to be honest.

(1) When introducing products, we must seek truth from facts, good is good, bad is not good, and we must not exaggerate or only promote the good side.

When a salesperson of emulsified orange flavor introduced their new product to customers, he not only talked about the advantages, but also the shortcomings, and finally talked about a series of measures that their company will take to improve product quality.This honest attitude has won the trust of users, and the order quantity has far exceeded the production capacity of the company.

(2) Keep your promises during the sales process.

Most of the sales staff dispel their concerns about the products by making promises to customers, such as promising to bear quality risks, guaranteeing the high quality of products, guaranteeing compensation for unexpected losses of customers, and promising to pay customers in terms of purchase time, quantity, price, delivery time, Provide the best service and discounts to customers in terms of service and other aspects.

But before they have the ability to ensure that the promise is fulfilled, the salesperson must not talk about it, otherwise he will suffer the consequences.

Therefore, in a sense, the salesperson should sell himself most in the process of selling.Salespersons should strive to improve their self-cultivation, show their best side to customers, and let customers have a good impression of you, like you, accept you, and trust you.When you've successfully sold yourself to a client, the rest of the job goes a lot smoother.

3.Make a compelling first impression
Whether you can make a good first impression on customers sometimes affects to a large extent whether customers will accept and buy your products.For salespersons, personal image is very important. If you want to sell products, you must sell yourself first. Only when you sell yourself to customers successfully, will customers consider your products.

(End of this chapter)