Sales Psychology: Sales is a psychological warfare

Chapter 38 Secrets of Gold Medal Salesman: Only by closing the psychological distance with customers can you win customers (4)
In addition, salespersons should take customers' complaints as an opportunity to hone themselves. When encountering customer complaints, they must maintain a calm and calm attitude, and take their complaints as an opportunity to practice themselves, because only in the process of continuously solving problems , you can continue to improve and become more excellent, outstanding and outstanding.And complaining is not just a kind of dissatisfaction, a kind of anger, it is also a kind of expectation and a kind of information.Through the customer's complaints, you will understand that you should avoid those problems in your future work, or how to solve such problems when they happen again.In this way, not only can you win the trust of your customers, but you can also improve your ability to successfully deal with various setbacks.

Of course, in the process of responding to customer complaints, the most taboo thing for salespeople is to avoid and delay the time to solve the problem; they must dare to face up to the problems that occur, and solve them as quickly as possible, and treat the customer's affairs as their own. , Think about problems from their standpoint, welcome their complaints, and apologize to customers... Then, you will be able to turn fighting into friendship, turning complaints into gratitude, and turning doubts into trust.Most importantly, this client will probably be your forever client.

9.Treat customer complaints with a correct attitude

There are many ways for salespeople to deal with customer complaints. Among them, the salesperson's eloquence and skills in handling customer complaints are the key to persuading customers, and it is usually a more feasible method. It is also an invisible bond to maintain old customers.

Often faced with some very unreasonable customers, you may think: "The customer is so unreasonable, is it necessary to talk to him?" However, the salesperson is after profit and performance, not a debater, and discusses right and wrong with customers Doesn't do much to increase your performance.Maybe you still think: "Is it necessary to sacrifice personality for the sake of performance and profit?" In fact, the problem is not so serious. Unreasonable customers are usually emotionally impulsive, and his unreasonable actions are often right and wrong. Furthermore, Talking about demeanor to unreasonable people generally does not damage personal personality.

In fact, when dealing with complaints, salespersons must learn emotional self-control, and remain calm in the midst of fierce quarrels. This is a very important thing for a customer service personnel. A customer is dissatisfied with a sales effort or product.It is indeed a headache to encounter customer complaints, but patience has a powerful conquest. In any case, the salesperson must listen to the customer's opinions patiently, and then find and solve the problem.On the other hand, the more the client speaks, the more information he will disclose, and the more beneficial it will be for us to know the client.The more information we have, the more proactive we can be in the overall sales communication.

To deal with customers' complaints, we must not just stop at verbal promises, but should take practical actions, and we must do what we promise customers, and we must act quickly.

psychological quality.After receiving many clients, you will feel fatigued, irritable, and depressed. At this time, you need to adjust your emotions. The best way is to engage in "self-talk".

(1) Listen patiently.When facing customer complaints, the salesperson must listen patiently, let the customer finish the complaint, and then the salesperson will stand on the customer's standpoint to persuade the customer and solve the problem for the customer.

However, a common mistake made by salespeople is that as soon as the customer speaks, the salesperson interrupts them in a hurry and can't wait to explain, which is an act of irritating customers.You should know that the main purpose of customers complaining to us is to pour out their inner dissatisfaction and opinions to us, hoping that we can help them solve their problems, rather than hoping to listen to our explanations, explanations or defenses.

A gentleman surnamed Zhang found a small shard of glass in the milk powder he ordered, so he went to the milk powder company to complain.

Needless to say, his mood was one of anger.Along the way, he had prepared a draft and thought up many sharp words.He also felt that his trip was by no means purely for himself, but for thousands of children, and for the people of the whole city to ask the milk powder company to take up social responsibilities.He also thought that if the milk powder company didn't give him a satisfactory answer, he would report it to newspapers, radio stations, or even the judiciary, or directly report it to the consumer association.

As soon as he arrived at the milk powder company, he insisted on seeing the general manager, even the deputy.As soon as he arrived at the general manager's office, he even omitted his self-introduction, and turned aside the friendly hand extended by the general manager: "Your milk powder company is a terrible company! You have all fallen into the eyes of money, for your own sake Make more money, get more bonuses, and ignore the life and death of our millions of consumers..."

Fortunately, the general manager has rich experience. Faced with such a powerful stimulus, he did not get angry and said to him sincerely: "Sir, what happened? Please tell me quickly, okay?"

Mr. Zhang continued to say excitedly: "Don't worry, I'm here just to tell you about this." After finishing speaking, he took out the milk powder box from the bag and slammed it on the desk with a "bang". Let go, say, "See for yourself, what kind of good deeds you have all done!"

The general manager picked up the milk powder box and took a closer look, and understood everything. He immediately suppressed his smile, a little excited, and said, "What's wrong with this? It's fatal for people to eat it. Especially if the elderly and children eat it to the stomach Go inside, the consequences will be unimaginable!" At this point, the general manager grabbed Mr. Zhang's hand and asked eagerly, "Please tell me quickly, if anyone in the family has accidentally swallowed a piece of glass or was stabbed in the mouth by it. We Now I need a car to take them to the hospital for treatment!" As he spoke, he picked up the phone and prepared to call a car.

At this time, the anger in Mr. Zhang's heart was already high, and he told the general manager that no one was injured.Only then did the general manager turn his worries into joy, took out his handkerchief, wiped the sweat from his forehead and said, "Oh!

Thank goodness for that. Then he said to Mr. Zhang, "On behalf of the cadres and workers of the company, I would like to express my gratitude to you, because you pointed out a huge hidden danger of accidents in our work.I want to report this matter to the whole company immediately and take measures to prevent such things from happening in the future.Also, for your box of milk powder, we will compensate you according to the price. "

When any customer comes to complain, no matter how bad his temper is at the beginning, as long as we listen patiently and encourage him to vent all his dissatisfaction, then his temper will become smaller and smaller.Only when the customer regains his senses can he properly deal with the problem in front of him.And customers who are rude due to emotion will inevitably have some regrets after they calm down, which is much more effective than fighting them head-on.

(2) Appropriately formulate the wording for responding to customer complaints.Listen to and distinguish the type and content of customer complaints, then the salesperson must respond to his complaints.There are three ways to deal with complaints: apology, explanation, and persuasion, but they must be matched with appropriate attitude, voice, and wording to convince the complaining customers. The key lies in the wording skills of the sales staff.If the wording is not used properly, it will be self-defeating, and those things that could have been solved will become unsolvable.

(3) Pay attention to the tone of handling customer complaints.Voice can be said to be an important skill in dealing with customer complaints.The oral expression and tone of the salesperson is a way for customers to understand the salesperson.

In different occasions, the tone of speech is different.For example, when dealing with customer complaints, the tone must be clear, the expression must be clear, and the speed depends on the customer's priority.If the person responsible for handling a complaint has a curt tone and slurs at the end of every sentence, there is no sincerity in the conversation, and it will make the customer more and more want to end the conversation.

Therefore, when practicing the tone of handling customer complaints, we must first establish a mentality, and treat customers with a normal heart.When dealing with customer complaints, the salesperson should not be nervous or afraid of the complaint calls and the customers themselves, but should treat customer complaints in the same way as ordinary customers, otherwise the voice will rise with emotions, making you unable to communicate smoothly .

During the conversation, the voice of the salesperson should always be loud and clear; in addition, the throat should not be tight when speaking, and the air sucked in should be used to make the throat sound clearer and clearer, so that the voice sounds cadenced and full of air.

It is very necessary to solve customer complaints quickly. Not only must we solve them smoothly, but we must also master the language skills of speaking.The salesman should calmly deal with the customer's grievances, ask and guide the customer to express his thoughts, and when he explains the reason clearly, he should actively consider the problem from his standpoint and give the customer a clear answer and a solution. If it can be solved immediately, it will be solved immediately; if it cannot be solved on the spot, the customer will be clearly informed of the solution, date, and method to eliminate the customer's doubts or misunderstandings.In the end, we have to apologize or thank customers, and learn from the experience of complaints, so as to improve the quality of our products and services more attentively.Customers don't go for small profits for a while, you should understand that what they really need is to ask for an explanation, which is also the respect from the sales staff.

Only by carefully mastering the language art of responding to customer complaints can every customer feel at ease and every complaint can be satisfactorily resolved.

10.Experience will allow customers to make an early decision

Sales activities are not the work of the salesperson alone.If it’s just the salesperson who keeps complaining from customers, the salesperson should not let the customer’s emotions affect you, and at the same time listen to the customer’s complaint with a calm mood, find out the cause of the accident, and then take targeted solutions , Only in this way can we eliminate customer complaints and persuade customers.

If the salesperson does not pay attention to the customer's complaints, even if they are asked, they will respond with a strong attitude, then the matter will never be resolved, and it will even affect the reputation of themselves and the company.

In the process of understanding the cause of the complaint from the customer, the salesperson must not push the responsibility for the accident to the customer.When it comes to resolving customer complaints, it doesn't really matter who is at fault.Even if the cause is really on the customer's side, if the salesperson points it out directly, it will only increase customer dissatisfaction and make the situation worse.

Talking endlessly is at best a one-man show, which may infect the "audience", but cannot arouse the interest of the "audience".In order to fully mobilize the enthusiasm and participation enthusiasm of customers, the sales staff must break the "one-man show" mode, let customers participate in the performance, and perform with you as an important role, so that customers will have a real feeling, Invest in your true emotions.

By allowing target customers to observe, listen, try, try, etc., to make them personally experience the products or services provided by the sales staff, so that customers can actually perceive the quality and performance of products or services, so as to promote customers to recognize, love and purchase, This method aims to meet the experience needs of consumers, uses service products as a platform, and uses tangible products as a carrier to produce and manage high-quality products, and to shorten the distance between sales staff and customers.

Due to the complexity and diversity of experience, Bernd H. Schmidt called different experience forms strategic experience modules in his book "Experiential Marketing" and divided them into five types.

First, perceptual experience.Perceptual experience is sensory experience, which applies sensory organs such as vision, hearing, touch, taste and smell to experiential marketing.

Second, thinking experience.Thinking experience is to arouse consumers' curiosity and interest in a creative way, concentrate or disperse thinking on problems, and create cognitive and problem-solving experience for consumers.

Third, behavioral experience.Behavioral experience refers to enriching consumers' lives by increasing their physical experience, pointing out their alternative ways of doing things, alternative lifestyles and interactions, so that consumers can be motivated or change their lifestyles spontaneously.

(End of this chapter)