Sales Psychology: Sales is a psychological warfare

Chapter 20 Sales eloquence to impress customers: laying a good foundation for efficient transactions (2)
Politely tell customers about product defects.Acknowledging product deficiencies also requires a certain level of skill, maintaining integrity without letting customers have scruples about product defects.Sales staff can take the initiative to speak out about the shortcomings of some products, but they must pay attention to the wording.When talking about these issues, you should be serious and sincere. For those questions that are inconvenient or impossible to say, honestly tell customers that it is inconvenient to say, instead of covering up.Some things such as business secrets cannot be said to customers.

In short, honesty is the basis for gaining the trust of customers. Once a customer finds that the salesperson in front of him lacks sincerity, no matter how tacit and pleasant the previous communication is, he will immediately become vigilant and usually quickly abandon the purchase decision that may have already been formed.

When criticizing a client or expressing a disagreement, try to use euphemism.Because being outspoken can sometimes irritate customers, hurt the other party's feelings, and cause customers to resist; while politeness is more gentle, not only expressing one's own opinions, but also being polite, so that customers are willing to accept it.

4 Languages ​​Salespeople Should Never Speak
Everyone can speak, but some words should not be said on some occasions.We often see the phenomenon that a single sentence ruins a business in sales. If the salesperson can avoid making mistakes, the business will definitely succeed.For this reason, the author sums up 9 kinds of words that should not be said in the "disaster comes from the mouth", and hopes that the salesperson must avoid them.

(1) Do not speak critical words.This is a common problem of many salespeople, especially new salesmen. Sometimes they speak without going through their brains, and they hurt others without thinking about it.A common example is that the first thing you say when you meet a client is, "The building in your house is really hard to climb!" "This dress doesn't look good, it doesn't suit you at all." This business card is so old-fashioned!" These blurted out words contained criticism, although we did not intend to criticize and accuse, but just wanted to smooth things over and have an opening statement, but it sounded uncomfortable to the customer.

Who in this world wants to be criticized?Salespeople deal with people every day, so they should say more praise words, but they should also pay attention to the right amount, otherwise, it will make people feel hypocritical and lack of sincerity.

(2) Put an end to subjectivity issues.In business talk business, you’d better not participate in discussions on topics that have nothing to do with your sales, such as politics, religion, etc., which involve subjective consciousness. No matter what you say is right or wrong, it has no real meaning for your sales. , If not done well, it will be a big taboo.

When a salesperson rejects a customer, he can use limited power, new directions, other compensation, or clever use of humor to reject the customer, so that the customer understands what you mean and does not feel embarrassed by the rejection.

Straight-talking and tactful expression are both necessary in the sales process. Our sales staff should know when to speak bluntly and when to express their opinions tactfully according to the specific situation.

Some newcomers have not been involved in this industry for a long time and lack experience. In the process of communicating with customers, it is inevitable that they lack the ability to control customer topics. They often follow customers to discuss some subjective issues, and finally have differences of opinion.Some even get the upper hand on certain issues, but after the battle, a business just falls through. Think about the meaning of arguing about such subjective issues. ?
However, when dealing with such subjective issues, experienced salespeople will start some discussions with the customer's point of view at first, but in the debate, the topic will be brought up to the product to be sold in due course.In short, you should let go of all things that have nothing to do with sales, especially subjective issues. As a salesperson, you should try to put an end to it. It is best to avoid talking about it, which will be beneficial to your sales.

(3) Use less technical terms.

Mr. Li has been engaged in life insurance for less than two months. As soon as he went into battle, he showed off to his clients that he is an expert in the insurance industry. A lot of technical terms were thrown at the clients on the phone, and the clients felt very stressed.After meeting with the client, Mr. Li continued to give full play to his expertise one after another. A lot of technical terms such as "exempt premium", "rate", "creditor's right" and "beneficiary of creditor's right" made the client's mind swell as if he was in a fog In the process, it seems to be groping in the dark, and the other party's resentment arises from this, and it is logical to refuse.Unknowingly, Mr. Li lost the sales opportunity.

If we analyze it carefully, we will find that the salesperson is full of professional terms, how can people accept it?Since customers can't understand, how can they buy products?If you can convert these terms into simple words so that people can understand them clearly, then the purpose of communication can be effectively achieved, and there will be no hindrance to product sales.

(4) Don't say exaggerated words.Do not exaggerate the functionality of the product!When customers enjoy the product in the future, they will eventually know whether what you said is true or false.You can't exaggerate the function and value of the product just because you want to achieve temporary sales performance, which will inevitably plant a "time bomb".Once a dispute arises, the consequences will be unimaginable.

Any product has its good side and its bad side. As a salesperson, it should stand on an objective point of view, clearly analyze the pros and cons of the product with customers, and help customers "shop around", only knowing the other , Familiar with the market conditions, in order to allow customers to accept your products convincingly.Remind the sales staff that any deceit and exaggerated lies are the natural enemies of sales, and it will cause your business to fail for a long time.

(5) Disable offensive words.We often see such scenes where salespeople in the same industry attack competitors with offensive words, and some even say that the other party is worthless, which makes the image of the entire industry very unsatisfactory in people's minds.

Most of our salespeople lack rational thinking when they talk about these offensive topics, but they don't know that no matter whether they are offensive words to people, things, or objects, they will resent prospective customers, because when you speak, you are standing in a certain position. Look at the problem from one angle, not everyone stands with you from the same angle.

If you act too subjective, it will backfire, and it will only be harmful to your sales.This kind of behavior without business ethics, I believe that with the development of the times and the strengthening of the corporate culture of various companies, it is absolutely impossible to become popular.

(6) Avoid talking about privacy issues.When dealing with customers, the main thing is to grasp the needs of the other party, rather than talking about privacy issues in a single mouth. This is also a mistake that our salespeople often make.

Some salespeople will say, I am talking about my own privacy issues, what does it matter?Even if you only talk about your own privacy issues and don't talk about others, how can you tell the whole story about your marriage, sex life, finances, etc., can it make substantial progress in your sales?You may also say that we don’t talk about these things with customers, and it’s difficult to talk about business directly, so it’s okay to talk about it.In fact, this kind of "gossip-style" discussion is meaningless, not only a waste of time, but also a waste of your sales opportunities.

(7) Ask less questioning topics.During the sales process, you are very worried that the prospect will not understand everything you have to say, and you constantly question the other party by worrying that the other party does not understand what you mean. "Do you understand?" "Do you know?" "Do you understand what I mean?" "Such a simple question, do you understand?" It seems to question these offensive topics in the tone of an elder or teacher.As we all know, from the perspective of sales psychology, salespeople always question the understanding of customers, and customers will be dissatisfied. A big taboo.

If you are really worried that the prospective customer doesn't quite understand your detailed explanation, you can use a tentative tone to understand the other party: "Is there anything I need to explain in detail?" Maybe this will be more acceptable.Maybe, when the customer really doesn't understand, he will take the initiative to tell you, or ask you to explain again.Here, a piece of advice to the sales staff, customers are often smarter than us, don't use our blind spots to replace their advantages at will.

(8) Adapt to boring topics.There are some boring topics in sales, maybe you have to explain them to customers, but these topics can be said to be disliked by everyone, and even want to doze off after listening to you.It is recommended that you keep this kind of discourse in a simple way, and you can pass it by generalization.In this way, customers will not get tired after listening to it, and your sales will be effective.

If there are some very important words that you have to make clear to your customers, then I suggest that you don't try to force them.In the process of your explanation, it is better to change the angle, find some short stories and jokes that they like to listen to to stimulate, and then return to the main topic, maybe the effect will be better.In short, because this kind of topic is boring and customers don't like to hear about it, then you'd better keep it and put it on the shelf, sometimes it's better than telling the whole story.

(9) Avoid indecent words.Everyone wants to be with people who are self-cultivated and level-headed. On the contrary, they don't want to associate with those who "talk dirty".Similarly, in our sales, indecent words will definitely have a negative impact on the products we sell.Like, when we're selling life insurance, you'd better avoid words like "dead," "dead," "finished," and that sort of thing.

However, experienced salespeople often use euphemisms to express these sensitive words when dealing with these indecent words, such as "losing life" to replace these terms that people don't like to hear.

Indecent words will greatly reduce the personal image, and it is also something that must be avoided in the sales process.If you pay attention and change it, you will succeed in sight!
5.Say less "I" and more "we"

When children are playing games, they often say "this is mine" and "I want". This is a strong self-awareness. Don't treat sales work as a speech, otherwise you will be self-defeating.

Salespeople should be good at using various techniques to persuade customers, listen more by themselves, and finally find out the real needs of customers.

Performance.In a child's world, this may not matter, but some adults, too, still emphasize "I" and "mine" when they speak, which can give people a bad impression of being too self-conscious, and relationships will suffer as a result. affected.

《福布斯》杂志上曾登过一篇《良好人际关系的一剂药方》的文章，其中有几点值得借鉴。语言中最重要的5个字是“我以你为荣”；语言中最重要的4个字是“您怎么看”；语言中最重要的3个字是“麻烦您”；语言中最重要的2个字是“谢谢”；语言中最重要的1个字是“你”。那么，语言中最次要的一个字是什么呢？是“我”。

Therefore, you should try to avoid the word "I".Henry Ford II described annoying behavior: "A man who has 'I' all over his mouth, who has the word 'I' to himself, who says 'I' all the time, is a person who is not welcome."

Farmer A and Farmer B finished their work in the field and went home together.They were walking on the road, and both of them found an ax on the ground at the same time. Farmer A moved quickly, ran over to pick up the ax, and said, "This ax I found is quite new!" Then, he wanted to take it home. make it their own.

Seeing this situation, Farmer B thought that the ax was discovered by two people together and should belong to both of them, so he said to Farmer A: "You just said wrong, you should not say 'I found'. Because it is We saw it together, so you should say 'we found an axe' instead." Farmer A disagreed and argued with Farmer B.Farmer B couldn't compete with Farmer A and gave in. Farmer A happily held the axe, and the two continued to walk home.

After a while, the person who lost the ax came over and saw the ax in Farmer A's hand from a distance, so he hurried to catch up, seeing that the other party was about to catch up.At this time, Farmer A looked at Farmer B very nervously, and said to him: "What should we do? We will be caught by him now." Hearing what he said, Farmer B knew that Farmer A wanted to put the blame on two people So Farmer B said to Farmer A very seriously: "You are wrong. Just now you said that you found the axe. Now that they are chasing you, you should say 'I am about to be caught by him' instead of Said 'we're about to get caught by him'."

In interpersonal communication, if the word "I" is said too much and overemphasized, it will give people the impression of highlighting themselves and flaunting themselves, which will build a line of defense between the other party and you, forming an obstacle, and affecting others' recognition of you .Therefore, people who can speak will always avoid the word "I" and start with "we" in language transmission.

When the Russian October Revolution just won, many peasants, with deep-rooted hatred for the Tsar, insisted on burning down the palace where the Tsar had lived.Others have done a lot of work, but the peasants ignore it and have to burn it.In the end, Lenin himself came forward to do the work of persuasion.

Lenin said to the peasants: "It's okay to burn the house. Before burning the house, can we all think about a few questions together?" "Of course."

Lenin asked: "Who built the house where the Tsar lives?" The peasant said: "We built it."

Lenin asked again: "Can we not let the tsar live in the house we built, but let our own representatives live in it?" The peasants replied in unison: "Yes!"

Lenin asked again: "Then shall we burn this house?" The peasants felt that Lenin's words were good and agreed not to burn the house.

Someone once conducted a survey and found that the word "I" is the most commonly used word by people every day.Why do people care so much about the word "I"?It is because most people like to be praised, and they also like to praise themselves.Therefore, if you want to get what you want, you must avoid competing with the other party, but maintain the self-esteem of others.In order not to hurt the face of the other party, we must not always say the word "I", don't say "my company", but say "our company".

(1) Say "I" less and say "you" more.Talking is like driving a car. You should always pay attention to traffic signs, that is, you must always pay attention to the attitude and reaction of the listener.If the red light is on and you still drive forward, getting into trouble is inevitable.A boring person is a person who puts his fist in his mouth, and is also a monopoly of the word "I".

People are most interested in talking about their own affairs, and most people find it boring to talk about things that have nothing to do with themselves.For things that show your greatest interest, others will not sympathize, and others will find it funny.

A young mother will enthusiastically say to people: "Our baby will be called 'Mom'." She is in a happy mood at this time, but will others be as happy as she is when they hear it?uncertain.Whose child can't call mother?Don't make a fuss about it!This is a normal thing, and it would be weird if the child couldn't call his mother.Therefore, it seems that you are full of joy, but others may not necessarily feel the same. This is human nature.

Try to forget yourself, and don't always talk about your personal affairs, your children, your life.Everyone likes the things they are most familiar with, so in communication, you can try your best to guide others to talk about their own things. This is the best way to make the other party happy.If you listen to his narration with sympathy and enthusiasm, you will definitely give the best impression to the other party, and the other party will warmly welcome you and receive you warmly.

(2) Change "my" to "our".When speaking, changing "my" to "our" can subtly shorten the distance between the two parties and make it easier for the other party to accept you and your words.

If you keep mentioning "how am I" regardless of the listener's mood or reaction, it will inevitably arouse the other party's disgust.If you change it, put "my"

Changing to "ours" will not cause any loss to you, but will only gain the other party's favor and further deepen your friendship with others.

6.Talk about the product first and then the price
Many salespeople are often led by customers and talk about the price prematurely. This is a very wrong sales. We often see reporters interviewing like this: "Please ask us about this job..." or "Please ask our factory..." We often find that The speaker uses expressions such as "Should we be like this", "Let's...".Talking this way can make you feel closer to the other person, and it sounds gentle and friendly.Because the word "we" is meant to express the meaning of "you are also involved", so it will create a sense of participation in the other party's heart, shorten the distance between the audience and the audience, and immediately activate the atmosphere.

sales method.Successful sellers often express the price in a very artistic way at the end.

Fred Roger was a sales manager for a leather company in New Jersey.The company has produced a new product, which will be sold soon, which is a leather product processed into a belt.He interviewed a customer and asked, "What do you think of this product?"

"Ah, I like it very much, but I guess you'll tell me by now that it's very expensive and that I should pay a ridiculous price for it, and I've heard it all before you."

"You tell me," said Fred Rogers, "that you are a man of trade, and that you know leather and hides as well as anyone else, what do you suppose it cost?"

The man, flattered, replied that he thought it might be forty-five cents a yard.

"You're right," said Fred Rogers, looking at him in wonder. "I don't know how you guessed it?"

Ultimately, the sales manager got his order and subsequent repeat order for 45 cents a yard, and both parties were happy with how things turned out.But Fred Rogers would never tell him that the company originally priced the product at 39 cents a yard.

(End of this chapter)