1 minute to grab the customer's marketing coup

Chapter 12 Grabbing people's hearts is better than grabbing the market (5)
Too many people have already regarded me as a "scrap collection station" and a "trash can". If you want to join this team and complain about your company, your opponents, and the society in front of me, then you should leave as soon as possible. Well, I'm bored enough!

■ Don't think you are better than me

Don't think you know everything and treat others as idiots.Don't take for granted what I want to hear and say it on purpose.If you don't take my advice, I will keep quiet and consider buying from someone else.

Speak sincerely.If you're being insincere to get my money, I can feel it, and I'm not a fool.

■ Listen when I speak

I'm trying to tell you what I want to buy, and you're too busy trying to sell me what you have, so please shut up and listen to me.To be a good salesman, I think, you must "listen" as a commandment of marketing.

If you don't know what to do, I think, when you call our customers in the future, you can ask them: what do you want the salesman to do, how do you want the salesman to do it, what do you want the salesman to say or not to say what.At this time, you have to listen carefully and take note of their answers.

■ makes me feel comfortable
If I want to spend money, I want to spend it happily. It depends on whether you can talk and do things.

It's better to put me in a good mood and laugh so that I can buy.If you can make me laugh, it means I agree with what you say, and the deal can only be done if I believe in you.

You have to show interest in what I do, maybe it doesn't matter to you at all, maybe you even think I'm stupid, but it's better not to show it.It's all I have, and I've lived by it all my life.

■ Behave like a friend
Don't use old-fashioned marketing rhetoric to force me to buy when I don't want to.Don't start out sounding like a salesman, act like a friend—a friend trying to help me.

So you help me buy, not sell me; I don't like being sold, but I like the fun of buying.

These are the "special treatment" that customers want to enjoy.You can (and should) think about why customers make these requests, don't they know you are busy?Why don't they return your calls?

Take 10 minutes and see how many of the above you incorporate into your product presentation and marketing philosophy every time you sell a product or service.Meeting these requests from your customers will help you get more "yes" from them.The more you can use them together, the better your ability to build relationships with clients and ultimately close deals.

Unless you're an order taker, how you treat potential customers will ultimately determine whether or not you get an order.Deals are everywhere: either you sell the yes to the prospect, or the prospect sells you the no.

Before you start your marketing career, here's what you need to know: Customers have the ultimate weapon against your marketing skills—a simple "no."Of course, they also have an ultimate promise weapon-the signing pen in their hands.

Third, the continuation of attacking customers' hearts: 19 signals that customers are ready to buy

It has been mentioned above how customers want to be treated, so how to judge whether customers are satisfied?
The question is simple: see if he is ready to buy your product or service.

So, how do we judge whether a customer is ready to buy?
This question is also very simple: as long as you pay attention, you will find out, and they will tell you the answer themselves.

It's simple to say, but in the process of specific operations, we should pay attention to identifying signals that customers are ready to buy.The buying signal is the first step towards a deal. Listen carefully to every word the customer says, and he will take the initiative to give you a "secret glance".

When you introduce your product, the audience will move, ask questions, play with your product, or in some way communicate their intention to buy.As a professional salesman, your job is to recognize these signals and turn them into actual sales.

Here are 19 signs a customer is ready to buy you should be looking for:

① Questions about availability and delivery time

Do you still have stock?How often can you ship a new stock?
② Questions about delivery

How long will the delivery take?What kind of expediting notice do I need to give you?

③ Special questions about prices or explanations on economic affordability
how much is this?What is the price of this fax?I don't know if I can afford it.

④ Any questions or statements related to money
How much do I need to spend to get it?

⑤ Positive issues for your company
How long have you been with this company?How long has your company been in this business?

⑥ Let you repeat some words
What did you just say about the loan purchase?

⑦ Describe the problems with previous suppliers

Our original supplier's service is very poor. If we call for service, how long will it take for you to come to your door?
⑧ Questions about product features or selection

Is this fractionator standard or optional on the copier?
⑨ About quality issues
How many sheets of paper per month is the designed workload of this copier?

⑩ About quality assurance and warranty issues

How long is this warranty?

■ About qualification issues
Please tell us about your company's qualifications.

■ specific, positive questions about the company
Do you produce any other products?

■ Special questions about products and services
How to use manual feeding?Are you going to choose people or me?
■ A statement about your special needs after owning your products and services
Can you send paper automatically every month?Will you come to do the accounting for me every month?What if I like your server and want him to work for me?

■ Issues making decisions or seeking support

This is the best solution for me, right?
■ Want to take another look at samples or demos
Can I have another look at the fabric sample booklet?

■ Ask about other satisfied customers
Who are your customers?

■ Ask to ask other customers
Can I connect with some of the other clients you have served?Can you give me a list of your clients?

■ Nagging before shopping
I don't know... oh, do you?That'd be interesting...that would be more in line with our plan.

After seeing these buying signals, the next thing we need is the ability to turn the signals into actual sales.

5.Sell ​​"results", not "products"

Once upon a time, there was a kingdom of Zixu at the end of the world.The king of this country is majestic and unrestrained, diligent and loving, and is very popular among the people.Since marrying the princess, the king has never looked for another woman.

It can be said that this king has both his family and the country, and has everything he needs, but how can there be such a perfect thing in the world? There is still one thing that the king can't let go of: he is almost at the age of "sound ears", but he has been There is no child under her knees. Over the years, the princess has never given birth to a son or a daughter for herself.

Until this day, the king of Wuyou Kingdom came to visit him. After the banquet, the two of them chatted.While chatting, they talked about the fact that there is no one in Zixu country to inherit. The king of Wuyou country heard the words and said: "Brother, I came today just to get rid of your troubles."

"Really? What is the wonderful method of my virtuous brother, let me tell you."

"Look, brother!" While speaking, King Wuyouguo took out a small box from his bosom. When the box was opened, everyone saw a pill exuding sandalwood. "Brother, this name is 'Ruyi Pill'. What I got in the dream was given by a fairy. If the eldest brother wants to have children, he only needs to abstain from intercourse for a month, and then on a night when the moon is clear and cloudy, he will burn incense and bathe, and bow to the west three times; Take this 'Ruyi Pill' with the dew on the lily; after having intercourse, sleep on a separate bed. In this way, you can get rid of this big brother's worry!"

"This pill really has such a miraculous effect?"

"How did I ever deceive you?"

……

The stars shifted, and in a blink of an eye, 11 months passed.On this day, the princess successfully gave birth to a baby girl.The king was overjoyed, and immediately sent someone to pick up the king of Wuyouguo, and instead of getting drunk for three days.

Under the careful care of the king, the little princess grew up healthily and happily.

Suddenly one day, the little princess was ill, and she tried all kinds of medicine but it didn't work. The king was very anxious.At this time, the little princess said to the king: "Father, if I can have the moon, I will be cured."

Hearing what his beloved daughter said, the king immediately summoned wise men from all over the country and asked them to find a way to get the moon.The ministers brainstormed, and when the technological content was not high, what everyone carried out was more speculation and rational analysis of the moon.

"It's 3 miles away, it's bigger than a princess' room, and it's made of molten copper," the prime minister said.

The magician said: "It is 15 miles away, it is made of green cheese, and it is twice as big as the palace."

The mathematician said: "The moon is 3 miles away. It is round and flat, like a coin, half the size of a kingdom. It is still stuck in the sky. It is impossible for anyone to take it down!"

Everyone has a different answer based on their own perception.But what they said only aggravated the princess' condition, because she felt that her chances of getting the moon were very slim.The king was annoyed and angry. At this moment, he thought of his virtuous younger brother, the king of Wuyouguo: He could get rare treasures like "Ruyi Pills", and for his daughter's strange disease, he might... So, the king took out "Tongxin mirror" (similar to our videophone, except that its screen is a copper mirror), said so and so.

King Wuyouguo sighed and said, "I can't do anything about such a strange disease! But these days, a clown came to my palace. It’s also good to cure diseases and relieve boredom.”

So, a clown wearing bell-bottom pants and a beret came to the palace of Zixu Kingdom.The clown asked everything, and came to a conclusion: If these learned men were right, the moon must be as big and as far away as everyone thought.So the most urgent task is to find out how big and how far the moon is in the little princess's mind.

So the clown came to the princess's room and asked, "Dear princess, how big is the moon?"

"Well, maybe... maybe a little smaller than my thumbnail! Because I can cover it all by pointing my thumbnail at the moon," said the princess.

"Well, how far do you think it is from us?" the clown asked again.

"I think... I don't think it will be taller than the big tree outside the window! Because sometimes, it gets stuck in the treetops." The princess blinked.

"So, what do you think the moon is made of?" The clown chased after the victory.

"Of course it's gold, haven't you seen the golden light it emits?!" The princess replied decisively.

The answer has already been obtained: smaller than a thumbnail, shorter than a tree, and a "moon" made of gold!
So, the clown immediately went to the goldsmith to make a little moon, put on a gold chain, and gave it to the princess as a necklace.The princess put on this brand-new "moon" and after looking around, she was very satisfied and recovered from her illness the next day.

After reading this legendary little story, as a salesman, what might we think of and what should we think of?

The little princess wants a moon, but this moon is not the moon in other people's minds, let alone the real moon hanging in the sky.All she wanted was the moon in her mind—a "moon" made of gold, smaller than a thumbnail and shorter than a tree!
This simple story may illustrate a not-so-simple truth: if we interpret what others say completely according to our own understanding, many times we cannot understand the real meaning of the speaker.Only by going deep into the inner world of the speaker and standing in his perspective, can we know what he wants to express.

For salesmen, in order to gain insight into and meet the real needs of customers, we must first learn to empathize and learn to see the world through the eyes of customers.

The views of many marketing experts may be correct in their respective subjective worlds, but if these theories do not meet the wishes of customers, they are all wrong in reality - the final "referee" is still the customers!

However, in real life, few salesmen really pay attention to the needs of customers.They often speculate on the needs of customers according to their pre-set wishes; or try to change customers' minds through eloquent and moving speeches.But many times, no matter how hard they try, the results are always not good.We often hear the salesman express such emotion: our product is so good, the service is so enthusiastic, why no one buys it?Competitors' services are far worse than ours, but why are they always better than us?

Why is this?

One of the important reasons is that they failed to truly understand the real needs of customers.The famous American marketing master, known as "the father of modern marketing" Philip?Kotler once made a vivid metaphor: People have a demand for electric drills, but what they really need is the "hole"!Therefore, when selling, you must first ask the customer's requirements for the hole, and selling around the "hole" will be far better than around the electric drill itself.

Each of us is always concerned first with himself—with his own life, with his own work, with his own interests.Looking at your high school graduation photo, college graduation photo, and business training photo, among the crowd, the first thing you notice is not someone else, right?
Since you are so "selfish" as a salesman, of course you can't ask your customers to "promote your style and be great"!

Customers don't care who you are, don't care about your products, and don't care about your company - none of this has anything to do with him.What are the benefits of everything you say to him, and what benefits can your products or services bring to him? This is what the customer is most interested in and concerned about.

What customers buy is never the product, what they buy is the profits and benefits that can be brought by the product.If we can't make customers believe or understand what benefits or benefits can be brought to them by purchasing our products, and what problems can be solved for them, then our products will never be convincing.

(End of this chapter)