1 minute to grab the customer's marketing coup

Chapter 14 Capturing his "heart" in one minute (1)
Marketing is like falling in love. Approaching customers is like chasing girls. You have to put in some thought. Only when girls feel your charm will they be willing to associate with you.And in this process, the first impression is particularly important. How to leave a good impression on the girl, or at least not to make people resist or resent is very important.Why not approach customers like this?Only by dispelling the resistance of customers can we really approach them.

——"The Greatest Salesman in the World" Joe?Gilad
1.Seven Steps to Marketing

Once you have identified your own role and clarified the client's psychology, you will understand the formation of the enemy and the enemy.Next, it is time to enter the real "actual combat stage" - marketing tough battle.

Before entering the hand-to-hand street fighting, it is necessary for us to overlook the entire "battle situation" from the height of the overall situation.This is like in a battle, a general or a commander must have a map, and use this map to analyze the battle situation and deploy troops.

So before the real marketing battle starts, we also need to find this marketing "map" and learn the marketing "art of war".

What is this "art of war"?

These are the seven steps of marketing.

If you are a salesman in a store or supermarket, when a customer walks into your store, you can sell your products to him and answer his inquiries. When the customer buys and leaves, you have completed your business. The sales task - this is a marketing process that you go through.

However, as a professional salesman, your scope of work is much wider than that.Many times, you have to start by proactively looking for customers.Therefore, in order to explain the whole marketing process more systematically and clearly, let us now take a look at the seven or eight battle stages that a complete marketing battle will go through.

First, set effective goals

A salesman without a goal will of course gain something, but that is not real success.Success should be to go beyond the current self, to stimulate one's full potential, and to realize one's life value to the greatest extent.

Setting goals helps you to be successful, and because your success is earned through hard work, it has real value and meaning.You will protect and grow the fruits of your labor, and instead of squandering it, you will build it on a more solid foundation.

Someone may achieve some degree of success without going through the process of setting goals, but without setting goals, one cannot realize one's full potential.Especially for a salesman, if there is no purpose, they will become listless and restless.Without a clear goal, they don't know when to "hide their strengths and bide their time", "Don't use the latent dragon", when to "be a blockbuster", "flying dragon in the sky"; without a clear goal, they will stumble, stumble and fall , they will lose the focus of their work and scratch their beard and eyebrows.

But setting a goal is one thing, being able to achieve it is quite another.It's like many of us have had dreams, some people can reflect their dreams into reality and make them come true, but some people's dreams finally become fantasy, or, after several years of spring and autumn, a few winds and rains, he completely Forget about the original dream...

Why do some people's dreams never come true?

Because, although he set a goal, he failed to set an effective one.

What is an effective goal?
① vivid and specific
Conceptual wishes cannot become goals. If you want your goals to have the possibility of becoming reality, you must first be concrete.This is the most important step and where most people stumble.

Make a specific goal and you have something to practice.At this stage, it's easy for negative thoughts to creep into our unsteady minds: "I'd better not get too specific, so what if I don't?" Proceed with caution", in fact, this is often the performance of not having the courage to take the first step.

It's like you pray for shit luck every day: "Tomorrow, I will be lucky and make a lot of money!" But we forget that "shit" will not automatically fall from the sky to your head.

② Operability

"By the end of this quarter, I'm going to increase my turnover to 100 million!" This is a very specific goal, but if you are new to the industry, it is best to lower your goal.Any goal that is completely beyond your reach will always make your hopes fall like falling raindrops with the acceleration of gravity, and finally evaporate on the ground and disappear without a trace.

Goals must be feasible and actionable.If it's not feasible, if you can't implement it, you won't have the confidence to reach your goal, and in the end, you won't be able to reach the world of your dreams.

③ transcendence

Of course, doable doesn't mean your goals can be lowered.The so-called goal must be a height beyond where you stand now, a place that requires a lot of effort to reach - if the goal you set for yourself tomorrow is to stand at today's height, then we can't call it It is the "target"!
The harder you work and the more you sweat, the sweeter the taste of success will be.If the realization of the goal does not take much effort and does not give you any sense of accomplishment, it must be because the goal you set is not challenging or difficult.And, if you don't set your goals high enough, it's likely to make you stagnate and hesitate.Although you can deceive yourself and be satisfied with the realization of this low-level goal, this level of goal may not help you much.

④ Sow first, then reap

If you set a goal of how much money you can earn each day, the results may disappoint you.Especially for salesmen, your purpose is to find potential customers and facilitate transactions, so your positioning should be "investment", which is the number of potential customers you must achieve every day and every week.

Output is the inevitable result of input.As long as you do your job well, the money will follow, and it will flow in.

As a salesman, you must first learn to give. If you think about rewards or whether you will get an order from the beginning, then you will lose.And if you keep the ultimate goal in mind all day long, how can you do the job at hand with peace of mind?Life, not like Milan?As Kundera said—elsewhere; if it is not in this moment, where can it be?The only thing we have is the present, the present moment. Only by grasping every second of the present moment can we reap a bright future.

"If you're going to get something you've never had, you've got to do something you've never done." So, plant the seed before the harvest.If you believe in the philosophy of giving as much as you can, perhaps, you will get much more in return than you initially gave, and most of it will be unexpected.

⑤ Manage your goals with a plan
"I want to be the greatest salesman in the world!" Saying this sentence does not require any planning and arrangement, but to achieve this sentence and this goal, we must seriously think about the methods and steps to achieve it, such as how to decompose Goals, quantitative goals, work schedules, arrangements for unexpected events, etc.

Because you have a goal, you need a plan.Planning is the only means to achieve your goals, so you'd better use planning to manage your daily work.Generally, business departments have corresponding schedules. In fact, you can also prepare a work schedule yourself.This plan should include the following elements:
a Make an appointment on time

Forgetting an appointment, even an important one, is an easy mistake for salespeople.And the potential client will ignore any of your excuses other than to decide that an important period of time was wasted by someone who didn't show up.

A missed appointment will engrave a mark on your forehead: no punctuality, no integrity.Every time that client hears your name in the future, two things will happen: he won’t talk to you at all, or worse, he’s blaming you for missing appointments, he’ll blame your bad impression on your company, Your product, and tell all his colleagues and friends out loud - don't buy that guy's product!
b keep up with the trend
The most eternal thing in this world is change. Isn’t there such a saying: In this world, the only certain thing is that nothing is certain.

In our three-dimensional world, everything is like the water in a river, constantly changing and changing.So, you not only have to notice changes in markets, industries, products, and marketing strategies, but also study, research, and know how to take advantage of them.

c don't forget your family
There are indeed many people who ignore or ignore their families because of work, but no matter whether you succeed or not, the people who care about you the most are the people closest to you - your family members.You work so hard to do your career, isn't it just to let them share your happiness?So, if you completely ignore your family in favor of work, is it putting the cart before the horse?

d The body is the capital of revolution
Good physical condition can make you work more smoothly and efficiently. No matter what heavy or hectic work you do, you must take time to take care of your body.How to achieve this goal?It's simple, schedule it into your schedule, and stick to it—staying healthy is part of the effective goals you set.

e Give yourself a "carrot"

When you are working under the "stick", it is very important to remember to give yourself a "carrot".You must allow yourself to be rewarded in front of your grades. For those big grades, you must have put it in the most important position in your heart.However, some small achievements and small rewards along the way cannot be ignored.Because only in this way can you continue to gain motivation and keep moving forward.

As for what and how to reward yourself, this is entirely a personal matter.So, make a whole reward list, think about what makes you happiest, and reward yourself with it every now and then.

f Looking for potential customers
Your job is to go out and find clients every day except normal vacation time.

This part of the job is the hardest part of the job, and the one the salesman most wants to avoid.Ask yourself: What is the thing you least want to do at work?That thing, nine times out of ten, is finding potential customers.

⑥ You can check during the process

If earning 3 in 10 months is your goal, what is your monthly goal?2 in the first month, 4 in the second month, and 4 in the third month?
In the process of reaching your goal, you need to have some small goals that can be checked. With these small goals, your big goal can really be achieved.Therefore, if you want your goals to be achieved, it is best to break down your goals into small goals that are specific, feasible, measurable or assessable.

What if the small goals are not met on time?How to deal with the excess?With such a checkpoint, you can evaluate whether your progress is reasonable every day and every month.

Second, know your product

Have you ever had such an experience that when you go to a department store to buy some electrical products, there are always three or four different brands of the same product with different prices. For a consumer who has not yet decided which product to buy In other words, it should be the most basic requirement to compare the differences between some different brands.But you don't have to be surprised that almost half of the salesmen can't answer your questions clearly, and some even don't know how to use the product at all-most salesmen can't specialize in the products they sell.

Although some types of products, such as electronics and electrical appliances, are updated very quickly, reasons such as being too busy and the company not teaching carefully are all excuses for a salesman who wants to gain something in the marketing field—— Shirking, perfunctory excuses.

If you want to do any job well, you must rely on your perseverance and hard work to learn relevant knowledge.You work hard to learn product knowledge not for the company, but for yourself, because your job is to benefit customers through your product knowledge and help customers solve problems.Therefore, you have to specialize your product knowledge deliberately, proactively, and from a broader perspective.

The value of a product lies in its utility to customers. Therefore, specialized product knowledge is not a static process of memorizing product specifications and characteristics, but a dynamic process.You need to continuously obtain various information related to the product, and then filter out the information that is most useful to customers and best meets customer needs from the accumulated information.Only when you pass such valuable information to customers can they really understand your products and decide whether to buy from you.

In terms of channels for mastering product information, general salesmen learn about it through introductions from relevant departments, colleagues, and original customers of the company, and few salesmen are willing to analyze products by themselves.Just think about it, how much time do you spend on product analysis?
You can't tell the customer every time you encounter a problem: I'm sorry, please wait for a while, I will ask the company first and come back to tell you!
You must know that only by understanding the product in detail can the value contained in the product be reflected through your marketing skills.Objective understanding of the products you are marketing is a basic condition for you to show confidence in front of customers.

Third, look for potential customers

After setting effective goals, making a career plan, and understanding the products we are going to sell, we should look for buyers who may be interested in our products—potential customers.

Who do you market your product to if you don't know where your potential customers are?In fact, a salesman spends most of his time looking for potential customers, and you will form a professional habit-after you sell your product to a customer, you will reflexively ask: "Your friend Maybe this product is needed, can you help to contact or recommend it?"

In theory, who you intend to sell your product or service to, who is likely to buy your product or service, is your potential customer.But a real potential customer must have two elements:

Useful.

affordable.

First of all, it must be useful, or need such a service.Not everyone needs your product, it must be a group with certain characteristics.For example, the users of small switches are organizations such as groups, associations, and enterprises. Who would buy a switch and put it at home?
The second is affordability. For a potential customer who wants it but can't afford it, no amount of effort can make a deal.The best example is the insurance industry. Who doesn't want to give ourselves more safety and security in this era when the social security system is still far from perfect? !It can be said that everyone wants to buy insurance, but the question is, can you afford it?

Insurance salesmen are engaged in the hardest part of marketing-finding potential customers.

The groups that buy insurance must have a common feature. If you sell insurance to a poor family that can’t even meet the minimum living standard, it stands to reason that they need insurance too much, but no matter how good your sales skills are, the outcome is still the same (Even if there are special cases of success, it is not enough to explain the problem).

Finding potential customers is hard work, especially when starting out in this industry, where your only resource is your knowledge of the product (or rather, you don’t have any)!For a salesman, this initial stage of marketing is generally the darkest and most difficult period in his entire marketing career, although he has spent countless hours and energy on phone calls, street sweeping, and to visit, but the chances of success are often very slim.Many salesmen can't stand the test, they are defeated at this initial stage and quit the marketing circle.

So, for new marketers, are there any methods and techniques for finding potential customers?

(End of this chapter)