1 minute to grab the customer's marketing coup

Chapter 11 Grabbing people's hearts is better than grabbing the market (4)
Their reasons must first be understood in order to prescribe the right medicine.Why did they buy it?Why don't they buy it?Why do they hesitate?Why don't they tell you everything?The more of these kinds of problems, the more you can find the real reason, and the more you can dispel their risk concerns.When asking questions, try to be as tactful as possible, for example, you can ask "what made you..." instead of "why did you..."

Write down the above "customer psychographic analysis sheet" and see how many items can be connected to you and your marketing.Then, put those most practical ones into action the next time you call or make an appointment, and see what you can discover.

Of course, in addition to the purchase motivations of these customers mentioned above, you can also discover new purchase motivations by yourself through "street sweeping", visits, and negotiations.When you find a new customer buying motivation, write it down in a file called "motivation".Keep it up like this, and after a few months, it will be very obvious, and all their buying motives will be clear at a glance.

Then, you can "prescribe the right medicine" according to these motivations - take corresponding measures, so as to gradually improve your marketing methods, improve your marketing skills, and increase your commission income.

Finally, what we should know is that it takes a long time to understand customers' purchasing motivations, and these motivations will also change with changes in the market environment.Your job is to understand these motivations and the various risks associated with them; what you have to do is to dispel all risk concerns in the hearts of customers-risk management is not only a management technique, but also a marketing technique.

4.Heart attack of love
Marketing is dealing with people, and dealing with people requires mastering the psychology of the other party. Only by walking into the depths of the other party's soul can we gain insight into his true intentions and achieve our goals smoothly.

"Sun Tzu's Art of War" says "Soldiers who subdue others without fighting are the ones who are good", and "Siege of the city is the bottom, attacking the heart is the top".When mentioning "mind attack", some people immediately think of words such as "conspiracy" and "insidious and cunning". In fact, for us salesmen, mind attack does not have a derogatory meaning.It is a kind of psychology, a strategy for guiding the behavior of others by reading their minds.Whether it is interpersonal communication or in sales promotion activities, it is "the heart is the first".

Questioner: To a closed heart, what is the key to open it?
Answer: Love.

No matter what you're selling, the most effective way is to convince the customer—truly believe that you like him and care about him.If the customer has a good impression of you, your hope of closing the deal will be greatly increased.

Joe?Girard once said confidently: "The factory produces products, and in the store, what I sell is hope. I bet, if you buy a car from me, you will never forget me until you die, because you are me. of!"

Why did he dare to make such a "crazy statement"?Because he has a trick when selling cars, which is to establish a systematic file for all customers.

The reason for doing this is because to make the client believe that you like him and care about him, you must first understand him and collect all kinds of relevant information about him.If you spend a little time every day getting to know your customers, preparing them, and paving the way, then you won't have your own customers.

When he first started working, Girard wrote down the collected customer information on paper and stuffed it into a drawer.Later, he forgot to track down a certain prospect several times due to lack of organization, and he began to realize the importance of building customer profiles by himself.So, he went to the stationery store and bought a diary and a small card file folder, made records of all the information originally written on the paper, and established his customer file.

Gillard believes that a salesman should be like a machine, with the functions of a tape recorder and a computer. During the communication with customers, he should record all the useful situations that customers say, and grasp some useful materials from them.When building our card profile, we write down everything about our clients and potential clients: their children, hobbies, education, job title, achievements, places traveled, age, cultural background and anything else that pertains to them , these are useful sales intelligence.

All these materials can help us to get close to customers and enable us to effectively discuss issues with them, especially on topics of their own interest.Because with these materials, we will know what they like and what they don't like, so we can make them talk and cheer... As long as we have a way to make customers feel good, I believe they will not let us down.

Q: Should you let your customers down when they don't let you down?

Answer: Of course not.

The conclusion of the transaction does not mean that the relationship is over. In fact, any emotion requires our careful management.Just like we like roses, we will often water and fertilize them, care for them, and love them. After we have concluded a deal with our customers, we must continue to contact them and continue to express our care and love for them.Only such a long-term established relationship can make the relationship between salesmen and customers more than just meeting by chance.

Girard said: "I believe that the real start of sales promotion is after the transaction, not before. Sales is a continuous process, and the transaction is not only the end of this sales promotion, but also the beginning of the next sales promotion. Salesman Continuing to care about customers after the transaction will not only win old customers, but also attract new customers, making the business bigger and bigger, and more and more customers.

"I send a card every month to my 1+ customers: New Years in January, Washington's Birthday in February, St. Patrick's Day in March...anyone who bought a car from me , will definitely receive my greeting card, and remember me-Joe Girard.

"The whole meaning of my sending card is only one word: love. Among the world's top 500 companies, many large companies are using this 'customer service system' created by me.

"These cards of mine are not spam, they are filled with love - I send love messages every day. The trick to successful sales pitches is to promise myself every day - I want to keep the flame of passion alive, not Ups and downs like some people do."

Old-fashioned and blunt words are of course difficult to knock on the door of customers' hearts. Only words full of love can capture the hearts of customers.At the same time, if we observe carefully, we will find that the salesman is slowly "drilling into the door" while talking, which is the so-called "selling technique standing in the door".

At the beginning, I concealed my real purpose, and asked the other party to help me with some small things that were too small to refuse. After I got the promise from the other party, I said the real request.This is the "love attack" that merchants use to customers in commodity sales.

For example, when women go to the mall to choose clothes, some salesmen say to customers: "Please buy our clothes!" This is likely to be rejected by customers.And some salesmen said: "It doesn't matter whether you buy or not, you can put it on and look in the mirror first." At this time, people who stop and watch often participate unconsciously. From a scientific point of view, it is difficult for you to say "I really don't need to".

The free tastings that appear in supermarkets now also use this "love trick".It is often difficult for people to refuse subsequent requests once they have granted a simple request.

It can be said that in the history of human society, mental attacks exist everywhere and at all times. Various activities carried out by people, including political, economic, military, educational and other activities, are, in a certain sense, all activities of a certain kind. An attack on one side or from a certain angle.

In fact, "mind attack" is a common name for psychology, and it is called sales psychology when it is used in sales.Sales is not a very complicated and profound thing. In fact, it is selling products to customers—the key is how to successfully sell products to customers and realize profits.

To promote the success of sales, we must pay attention to certain skills and methods.Looking at many salesmen with outstanding achievements, they all have a common characteristic: they have a strong ability to "attack the heart".To attack the heart, you must first attack your own heart, and to defeat others, you must start by defeating yourself.

First, attack your own heart
① self-confidence

No matter what you do, if you don't have self-confidence, you don't need to mention success.The so-called "high-tech people are bold", on the one hand, we must fully master corporate knowledge and product knowledge, and even become marketing experts to enhance confidence in the company and products.On the other hand, confidence produces courage, courage produces strength, and strength promotes success. You must believe in your own strength.

② perseverance
Perseverance is the guarantee for people to move forward. If the direction is correct, as long as you persist to the end, you will succeed.There are two phenomena in market sales: "be warm first and then fire" and "immediate results". Therefore, if you can't get an order for a while, you must not be discouraged or give up. You must withstand the pressure and persevere to the end.

③ Patience
If you don't have patience, you can't gain a foothold in the sales business.When communicating with customers or consulting customers, we must introduce them patiently to prevent the impetuous mentality of eager for quick success and instant benefit.

④ love
Love is the foundation of all human activities. If there is no love, what is the point of success?Moreover, people who are not loving generally do not succeed.Take customers as the starting point and end point of all work, care more about customers, pay more attention to customers, think more about customers, and solve problems for customers more... If you persist in this way, there will always be a day when you will touch customers.

Second, attack the customer's heart: how the customer wants to be treated

Sales is very particular about skills and art. Compared with "hard power", it pays more attention to "soft power".Therefore, to do a good job in sales, we must learn to attack the hearts of customers.

In the previous section, we talked about finding out the customer’s purchasing motivation. After understanding the customer’s purchasing motivation, we have to go a step further to see how the customer wants to be treated, and then match what he likes and defeat the enemy with one blow. .

According to surveys, customers expect salespeople to "sell me things like this," and here's what customers expect from salespeople:

① Don't beat around the bush
I don't want to hear your rhetoric. After you get to know me a little better, you'd better be straight. Our time is precious.

② tell me the truth

If you say something that makes me suspicious, or that I just know is false, then you're out.

③ I need an ethical salesman

Lawyers' professional ethics are generally not questioned, while salesmen are just the opposite of being dragged down by a few black apples.It is your actions that testify to your moral conscience, not what you say (salesmen who talk about morality all the time are usually duplicity).

④ Give me a reason

Tell me why your product or service would be perfect for me.If the product or service you are marketing is exactly what I need, I must know how it will benefit me before I buy it.

⑤ Prove it to me

I worry about making the wrong choice.Please tell me some facts to prove that the product will be good for me so that I will have more confidence when buying.

I'd be more willing to buy if you could prove what you said.Show me an article that strengthens my confidence or decision to buy, or show me a testimonial from another of your customers (such as a thank you letter from a satisfied past customer), facts speak louder than words.And to be honest, I don't believe that most salesmen, like me, lie.

⑥ Let me know that I am not the only buyer

Tell me about a success story of someone in a similar situation to mine, I don't want to be the first "gut" (maybe it's worse, and in the end, I'm the only one).I need to know how the product is used elsewhere, or when you market it to others.If I know that someone in a similar situation to me has purchased the same product and is using it well, then I can buy with more confidence.

⑦ Tell me and prove to me that you will provide after-sales service

In the past, too many salesmen have written me "empty checks" for after-sales service, and I don't want to be fooled again!

If you promise to be responsible for free shipping, please do it.If I turn the business over to you and you disappoint me in the end, then that's the end of our business.

⑧ Justify your price to me
I want to reconfirm that the price I paid is reasonable, and it is best to make me feel that it is a good deal and a good value for money.Don't be too greedy, I will notice that if you want me to buy your stuff, you'd better set your marketing goal as "better help customers" instead of "more commission"!
⑨ Tell me the best payment method
If I can't afford it right now, but would like to own your product, offer me some payment options.For example, how to pay in installments, what is the interest rate of the loan.If you are selling a house, don't say that you are a novice and have no preparations - be professional!
⑩ Let me make a decision

Give me the chance to make a final decision, but provide me with advisory advice.Better be honest and tell me what you would do with your money.

■ affirm my choice
And don't argue with me, even if I'm wrong!I don't need a smart-ass salesman telling me (or trying to prove) that he's right.He might win the debate, but lose the deal.

Don't say what I bought or did was wrong, I want to feel good, I want to be smart.If I'm really wrong, be smart and let me know that other people have made the same mistake.In this way, I will feel better.

■ Don't confuse me

The more complicated it is, the less likely I am to buy it, so forget about your arcane jargon that drives me nuts.

■ Don't tell me negative information
I hope all is well and don't say bad things about other people (especially your competitors), yourself, your company or me - preferably not anyone!
(End of this chapter)