1 minute to grab the customer's marketing coup

Chapter 16 Capturing his "heart" in one minute (1)
Demonstration refers to directing customers to the product, allowing customers to fully understand the appearance, operation method, functions and benefits of the product through viewing and operating the product in order to achieve the purpose of marketing.For example, in the entertainment program "Shopping Street" launched by CCTV's economic channel, all the products are displayed by pretty and charming models. This display method can stimulate customers' desire to buy to a large extent.

Making full use of the know-how of presentation skills can shorten the marketing process and quickly achieve marketing goals.When displaying different products, we should pay attention to that due to the different characteristics of the products themselves and the different emphasis on different occasions, the display methods are also different.You can flexibly use the following methods to make your display more vivid and impress customers' hearts.

① Add drama

Increase the drama of the display in order to fully mobilize the enthusiasm of the on-site customers and arouse their emotions - when people are in high spirits, it is easier to make some decisions because of excitement.

For example, when a fitness and weight-loss company demonstrates weight-loss equipment and steps to customers, it will send each customer who visits the display an object equivalent to the volume and weight of 10 kilograms of beef, and asks the customer to hold it in his hand, and then asks the customer: "Are you willing to let this thing follow you 24 hours a day?"

He dramatically increases his client's weight loss expectations.

② Let customers experience it personally

Let customers see, touch and use your products as much as possible.

When real estate companies market “off-the-plan properties”, they will spare no expense to build a model house, so that the visiting customers can actually see the partitions of the house, touch the indoor displays, and take the customers to experience the feeling of living in the model house. .

③ Quote moving examples
Some moving examples can be used to enhance the appeal and persuasiveness of your product.

For example, examples reported in newspapers and TV can be interspersed in your presentation instructions.For example, a salesman of water purifiers can quote newspapers to report the situation of water pollution in a certain place; insurance business can give more examples to let customers empathize.

④ Let customers understand
When presenting, use words that customers can understand.

Do not use too many "proper nouns", so that customers cannot fully understand what you want to express. Using too many technical terms will make customers feel that it is too complicated, and it must be inconvenient to use.

⑤ Involve customers

For example, a salesman of office machines, when marketing color copiers, can ask customers to take out their own color photos, colored towels or a flower, and let the customers press the buttons to copy.

⑥ Grasp the customer's concerns
Grasp the customer's concerns and prove that you can satisfy him.

For the same car, every buyer has different reasons for buying, but they all end up buying this car.Some are purchased because of the safety design of the car, some are purchased because it is comfortable and smooth to drive, and some are purchased because the shape of the car can represent his style.Therefore, grasping the key points that the customer cares about, appealing carefully, and proving that you can fully satisfy him are the key and focus of the presentation.

Sixth, the handling of customer objections
Customer objection refers to the disapproval, questioning or rejection of your customers during the marketing process.For example, when you are going to visit a customer, the customer says that he has no time; when you ask the customer about his needs, the customer hides his real motivation;

Most salespeople new to marketing have a negative view of dissent, and feel frustrated and fearful of too much dissent.This is natural, every day you face a face full of "NO WAY", it will make your self-confidence and self-esteem extremely drop.Over time, it can even make you feel depressed all day long and completely lose hope in the marketing industry.

But for an experienced salesman, he can often experience the objection from another angle, revealing another layer of meaning.for example:
From the objection raised by the customer, you can judge whether the customer has a need.

From the objections raised by customers, you can understand the extent to which customers accept your suggestions, so that you can quickly modify your marketing tactics.

Objections from customers, so that you can get more information.

As the saying goes, "Marketing begins with the customer's rejection", the meaning of "objection" is the best proof of this sentence.Disagreement is a good way to express the unmet needs, dissatisfaction or interests of customers. You can regard it as information for purchase.So, if we know how to deal with dissent, we don't have to fear it at all.

Seventh, make the final deal
Closing a deal can be said to be the happiest moment for a salesman. Your efforts start from the moment you contact potential customers. Isn’t this the moment you look forward to day and night?

In many instances, we were able to find an interesting phenomenon: Ask customers who were not impressed by our sales strategy "Why didn't they buy the product?" To our surprise, they replied "The salesman didn't ask us to do this." "...

It can be seen that in our marketing process, product description, display and objection resolution are just your auxiliary tools, the purpose is to reach an agreement with customers, but we are most likely to ignore this most important point in actual operation.

The customer's purchase is composed of many factors. Your persuasion has worked but you don't know it. You have been waiting for the customer to nod and agree, but you gave up the good opportunity to make a deal in vain.

Signing contracts with customers is the most important part of the marketing process.In addition to the final conclusion, you must also specialize in the conclusion of each marketing process during marketing, and the conclusion of each marketing process will lead to the final conclusion.

The seven steps of marketing mentioned above are the complete process of professional marketing.Of course, in some marketing processes, family marketing gatherings, product launches or business presentations should be used.Using these methods for marketing is a very good way. As long as you are proficient in these seven links, I believe you will have enough ability to do your sales work well.

Some industries do not require the application of all the techniques mentioned above.For example, as a salesperson in the store, customers come to your door on their own initiative, and you don't need to do the work of finding potential customers.Your learning can focus on how to make customers have a good impression of you as soon as they enter the door, how to quickly understand customer needs through inquiry skills, and how to recommend appropriate products, so as to complete the transaction as soon as possible.

Therefore, when applying it in practice, you must closely combine it with the actual work you are engaged in, and use these marketing skills flexibly according to the specific situation.If you can't draw inferences from one example but copy it mechanically, then the result may be counterproductive.

You know, marketing is a combination of knowledge and experience.Knowledge comes from your product, your marketing skills, and your mindset, and experience tells you how to apply what you learn when you actually sell it.Therefore, after knowing the above theoretical knowledge of marketing, boldly implement these theories into practice.Only through practice in life can true knowledge come out; all high-level theories are just empty air, and they are all empty talk.

2.You don't get a second chance to make a great first impression
After a general understanding of the seven steps of selling products, let's really start to enter the actual combat stage.When did the smoke of the marketing battle rise?
The real marketing battle begins when we first "close contact" with customers and meet for the first time.And the good or bad of this "first time" often determines the success of the sales pitch, remember Bill?Gates, Jack?Welch, Michael?Dell is highly respected by the American marketing guru Brian?Trish once said:

For a salesman, when he is face to face with a buyer, the mutual impression between the two will also have an impact on the transaction.Whether or not a business can be negotiated usually depends on the first impression.

I believe that experienced salesmen have this feeling: If we can grasp the customer's emotions in the first few minutes of meeting, we can "control" his subsequent time.The fact is that if we behave well in the first contact with the customer, it will enhance the customer's trust in us and encourage him to accept the products we sell and the services we provide.

Studies have shown that once the first impression is formed, it not only lasts for a long time, but also does not change easily.Therefore, as a salesman, we must learn to leave a good impression on customers before selling products-the first time is very important!
Why is it so hard to change a first impression once formed?The "imprinting phenomenon" discovered by German psychologist Lorenz may explain the reason.

Lorenz found that no matter how you mix the flock, the young ducks have no trouble recognizing the mother, because the first time the ducklings open their eyes, they see their mother and remember it forever.Interestingly, when a duckling opens its eyes for the first time and you put a dog or a cat in front of it, the duckling will recognize them as mothers without hesitation, and will be loyal to life.I believe we have seen many stories like this when we were young.

Lorenz also found that the "imprinting phenomenon" also plays a considerable role in us humans, which is why people always emphasize that the first impression is very important and difficult to change.

Since the first impression is so important, and we don't have a second chance to make a good first impression, then, when we first contact with customers, we should be like Lin Daiyu who first arrived in Jia's mansion, "paying attention to every step of the way." , always care about", don't leave any "stains" on yourself.

So, when we first contact with customers, what problems should we pay attention to, and where should we start to improve the success rate of "first blind date"?

First, would you like a yes person?
When we enter a client's office, the first impression we make directly determines how we are treated.Therefore, a good first impression is very important, otherwise, if we want to change the customer's evaluation of us in the future, we will have to spend more precious time and energy, and may encounter many embarrassing situations.

Some salesmen tend to apologize when negotiating with customers, as if they are flattering and pleasing customers.An expression like "sorry for taking up your precious time" will give the client the impression that this person has nothing important going on, that he lacks confidence in himself, the company he represents or the product he is promoting Not much confidence...

Therefore, when approaching potential customers, we must not have any doubts and special flattery, and we must not appear timid and timid.If you can walk up to clients with confidence, you'll get noticed and respect quickly.

Your self-introduction is a beginning, the first step towards success.If you can make a very satisfactory impression from the beginning, you will be much more likely to succeed.

This requires you to choose an appropriate method between flattery and excessive bravery.If you approach a person with a hat on, a cigar in your mouth or a cigarette in your hand, or if you breathe alcohol, walk with a swagger, show physical discomfort, or show a lack of basic respect for the client With respect, all of this will make you suffer.

No one likes the self-deprecating attitude of a salesman. The timid, flattering, and sorry attitude will only make you lose your dignity and self-confidence.If a salesman approaches a customer as if he expects to be kicked, chances are his expectations will be fulfilled.It might take the form of a blunt refusal, a snub, or a polite ask to walk away, and it's a safe bet that these unashamed behaviors are bound to turn you away.

So, if you go to visit a client, you need to appear brave and decisive in front of him, instead of leaving him with an impression of cowardice, thereby hindering the achievement of your goals.Even if he refuses to give you an order, you have to force him to respect you and let him admire you for your noble and vigorous appearance and neither humble nor overbearing temperament.

No one is willing to do business with a person he looks down on from the bottom of his heart. We must show our self-esteem and self-confidence.

In short, your attitude, mental state, and personality all determine the success or failure of your sales. You must pay attention to your words, deeds, and demeanor.

Second, market your image
We all know that the connotation of sales is to sell yourself.But when a salesman contacts a customer for the first time, the communication time is generally not very long. It is not easy to make the customer understand you and the products you are selling within a limited time-he cannot see you. In his heart, he can't see the benefits that your products may bring to him. All he can see is your external image.

In this era of "flooding" in marketing, people often have different degrees of resistance to salesmen. Therefore, the first thing an excellent salesman should consider is how to dispel the resistance of customers and find ways to get close to customers.To approach customers, you must know how to sell yourself.To sell yourself, you should first carefully craft your own image - the key to selling yourself is to sell your own image.

In the sales process, a salesman who understands image packaging and leaves a good first impression will always be a winner.So, when dealing with customers for the first time, what should you do to leave a good impression on your customers?

(End of this chapter)