Sales Psychology: Sales is a psychological warfare

Chapter 5 Achieve Yourself First: Bloom Your Most Beautiful Self (4)
Undoubtedly, talent is a resource that can increase the salesman's own charm.A talented and capable salesperson is bound to be admired and liked by customers.Therefore, in the work, the salesperson should have a full understanding and in-depth grasp of their own company and the knowledge of the products they sell, pay attention to the usual tempering and accumulation, continuously learn and improve through various channels, and fully grasp the knowledge about their own company. With all the knowledge of the product, introduce your product to customers as an expert; secondly, the salesperson should also pay more attention to and understand the development trend of the industry, keep abreast of the latest industry information, identify the advantages and selling points of the product, and strike hard , a hard sell.Only by constantly improving their business level, increasing their own connotation, and being good at expressing themselves, can the salesperson exchange for the favor and trust of customers with skilled skills and erudition.

Understand the relevant professional knowledge of the product.This professional knowledge mainly includes: the name of the product, including the sales name and professional name, because some products have a professional name, and for the convenience of sales, they will take a sales name that is more attractive to customers. For these two names, the salesperson must Know well; also understand the physical characteristics of the product, including the material, texture, specification, color, packaging, etc. of the product; the function and technical characteristics of the product, as well as the transportation method of the product and the special advantages of the product, etc.

In front of customers, the salesperson should understand many basic skills of the product like an expert.

Simply put, the product skills that salespeople need to master mainly include product use skills, simple product installation methods, and adjustment methods for certain product functions.

9.To close business, first establish friendship
In the impression of many salespersons, the purpose of negotiating business with customers is to make money, so there is no need to think too much, so sometimes, both parties can fight to the death for a little profit.In fact, this is a very unwise approach, because fighting with each other will not only hurt harmony, but also lead to mutual loss, not only can’t do business, but even make enemies; while friendly negotiation is just the opposite, it can make both parties live in a harmonious relationship. To build a good cooperative relationship in the atmosphere.

In the process of sales, both parties need to sit down and negotiate in good faith. Only in a harmonious atmosphere can the ideal result be achieved.During the negotiation, the salesperson should show enough understanding and respect to the customer, eliminate the customer's resistance and suspicion, upgrade each other's emotions, and change from stranger to friend, so that each other can conduct transactions more smoothly.

Ward was an excellent stockbroker who sold stocks to many large and wealthy clients.He is not only a stock expert, but also a first-class stock salesman.

Once, Wade wanted to sell stocks to a rich man who was the owner of a coal mining company in the Midwest of the United States.However, Ward found that the rich man has always taken a negative attitude towards stocks.He is only interested in bonds, and he has tens of millions of dollars in bonds under his name, but he has never had any interest in other investment methods.Wade didn't want to lose this big client, so he decided to try every means to persuade the millionaire to let him invest in stocks.

On this day, Wade called Monopoly.On the phone, Wade briefly introduced himself, and then straight to the point asked Monopoly if he had any intention of investing in stocks.As Wade expected, the rich man said, "I'm sorry, but I'm only interested in bond investment. If you didn't come here for this, then there's no need to continue the conversation."

Wade was about to explain, but the rich man said: "At present, I have my own fixed broker. He is an expert in bonds and is also my loyal friend. We have a very happy cooperation. So, Mr. Wade, I am I will not consider finding a second agent, I hope you understand."

"Sir, I understand what you mean. In fact, even if you agree to cooperate with me in the bond business, I have more than enough energy. I am not proficient in bonds, and of course I cannot compare with your broker. Therefore, in After I fully understand what you mean, I decided to give up the idea of ​​cooperating with you immediately."

The rich man didn't expect Wade to answer like this, and immediately said in surprise: "Mr. Wade, you are such a straightforward person. I appreciate your frankness!"

"Sir, thank you for saying that. I'm just telling the truth. If you're really only interested in bond investing, we really won't have a chance to work together. After all, I don't know much about bonds, and I don't want to give you second-rate service."

After listening to Wade's words, the rich man burst out laughing, and the atmosphere subtly eased.Then, the rich man actually talked with Wade on the phone, talking about the operating conditions of his coal mining company, and his words were not without pride and complacency.

"So, apart from bond investment, have you not thought about other developments?" Ward asked the rich man tentatively.

"Of course not. I also hope that my business can be bigger. In fact, I have two dreams, and the establishment of a coal mining company is only one of them." The rich man said with emotion.

"What is the other dream?"

"I want to start a life insurance company of my own."

"Really? That's amazing, what efforts have you made in this regard?"

"Oh, don't mention it. Although life insurance has great potential and can bring me more benefits, I don't know anything about it, and I don't know how to start!"

"It's like this!" Wade immediately seized the opportunity and said, "Sir, I think we still have a chance to cooperate. If you are willing to believe me, I would like to help you pay attention to this matter and see if you can find a comparison." Ripe entrepreneurial opportunity."

"Really? Thank you very much, Mr. Ward. But I still want to remind you that what I want is a life insurance company, not a stock."

"Relax, sir."

"Then please, Mr. Ward. This is really an interesting thing. I am waiting for your good news. Goodbye!"

"goodbye!"

After that day, Wade ran around, collecting all kinds of information, asking if there was any insurance company for sale.Finally, one day, Wade got a reliable message from a friend: a life insurance company was unwilling to merge with other companies and was planning to sell it at a low price.And what excites Wade most is that the company's stock is selling for just 50% of its face value.

Wade immediately saw hope in this, and he hurriedly conducted a comprehensive investigation of this life insurance company.

All aspects of the survey results made Wade quite satisfied, but one thing made him very depressed.It turned out that this company is a public investment company, which is inconsistent with the requirements of the rich man, because he emphasized that he only invests in private companies and will never buy stocks.

Now Wade is in trouble.There are only two ways before him: either give up his efforts, or persuade the rich man.Of course, Wade, who refused to admit defeat, finally chose the second path.After some careful planning, Wade came up with a clever plan.

Wade first sent a letter to the rich man, in which he calculated an account for the rich man: the minimum investment to create an insurance company is 2000 million US dollars.In addition, a marketing department must be set up to hire managers and salesmen for insurance companies. At the same time, a business management department must be established. The most important thing is to obtain the grade certificate issued by the insurance evaluation center, and this series of activities will cost a lot of money. More than 4000 million US dollars.

He wrote his suggestion at the end: "Sir, you have to be mentally prepared. These numbers are far from enough. You should know how risky and unpredictable it is to start a new company. So, you have to prepare some other cost. It’s really difficult to start a new company from scratch.”

A few days after the letter was sent, Wade called the rich man: "Sir, have you received my letter?"

"Yes, I have read it carefully. You are very responsible, Mr. Ward."

"Then what do you think after reading it?"

The rich man replied with some helplessness: "Your analysis is right, the problem is not as simple as I imagined. I suddenly lost my mind and was worrying."

Ward knew it was time to do it himself, and he said to the rich man, "But sir, I have a good idea."

"What's the idea? Come and listen."

"I helped you inquire about a New York life insurance company that is trying to sell at a low price, but it is a publicly held company." Before Wade finished speaking, the rich man interrupted him angrily: "I said But I'm not interested in stocks. Stop talking, no."

Wade was not intimidated, and still said politely: "Sir, for the sake of my hard work for you, let me finish my sentence, please?"

The rich man hesitated for a moment, and said patiently: "Well, you can tell."

"I have already calculated for you. The book value of this life insurance company is 2000 million U.S. dollars, but it is only sold for 1000 million U.S. dollars. If you buy this company in the stock market, you will It can save 1000 million US dollars to start a company, which is not a small amount." The rich man did not respond, obviously he was also calculating in his heart.

"Importantly, the company has a ratings certificate in place, as well as a management structure and a sales force in place."

The rich man still didn't speak, and Wade knew that he was no longer repulsive, so his confidence increased greatly.He continued: "The company is 100 years old and it's a national company. That way, your employees don't have to worry about being turned away because they're salespeople for a new company."

Wade paused, and asked the rich man: "Sir, think about it. There are so many favorable conditions that can be used off-the-shelf, why do you need to spend 3 times more money? Moreover, if you are not satisfied with it, when the time comes It can still be sold, and a high cash dividend can be obtained from it.”

The rich man who had been quiet on the phone finally spoke: "Mr. Ward, since you said so, why should I refuse?"

From this example, we can know that although Wade knows that rich people don't like stock investment, he still insists on giving himself a chance to try, because he doesn't want to lose such a potential big client.So he began to look for opportunities and create opportunities.

First of all, Wade won the favor of the rich man, and then took the opportunity to establish a friendly relationship with him, and looked for clues of cooperation in the communication.When he learned that the rich man wanted to own an insurance company, Ward was keenly aware that he might have a chance, so he took the initiative to apply to complete the matter.After helping the rich man find an insurance company, Wade faced the opportunity of cooperation and the challenge of hitting a wall at the same time.But he was not discouraged, but tried to find a way to reconcile the contradictions.In the end, under his favorable guidance, the millionaire changed his mind and agreed to acquire the publicly held company.Naturally, Wade can also benefit from it.

From Wade's story, we can understand the truth that in order to develop a simple customer relationship into a friend relationship in the process of getting along with customers, we need a sincere attitude and more importantly, mutual trust.Psychologists point out that if we can gain mutual trust, put ourselves in the shoes of each other, and constantly understand each other, it is entirely possible for two opponents to become good friends.Doing so is not only conducive to the success of the negotiation, but more importantly, it can help the salesperson to resolve the pressure from the customer.Therefore, doing business with customers like friends, everything will go much smoother.

10.Integrity makes your sales go further
According to statistics from the New York Sales Association in the United States: 70% of people buy products from you because they like you, trust you and respect you.Therefore, honesty is not only the best strategy, but the only strategy to make the transaction successful.

Heckkin's law comes from a famous saying of American marketing expert Heckkin: "To be a good salesperson, you must first be a good person." This is the integrity rule in marketing emphasized by Heckkin.A survey of salesmen in the United States shows that the real reason why the performance of outstanding salesmen is 300 times that of ordinary salesmen has nothing to do with appearance, age, ability, or personality.Its conclusion is that the really superb sales skills are how to be a person, how to do a sales activity is to establish the relationship between people, and the relationship between the salesperson and the customer is not what some people imagined. Opposites, in fact, as long as they are well grasped, the two should be a win-win and mutually beneficial relationship.Therefore, in the process of sales, salespersons should learn to treat customers like friends, and consider from the perspective of long-term development to make the relationship between them more harmonious.

A man of integrity.

"Small enterprises do things, big enterprises behave themselves" is also the same principle. If you want to make most customers accept you, being an honest and trustworthy person is the root of success.

In the promotion process, if you lose your credibility, maybe a big business will go to waste.Credit can be divided into small credit and big credit. Big credit is important, but it is formed by the accumulation of many small credits.

(End of this chapter)