1 minute to grab the customer's marketing coup

Chapter 17 Capturing his "heart" in one minute (1)
In sales promotion activities, the first thing that catches the customer's eyes is the clothing of the salesman.Therefore, for salesmen, clothing can also be said to be the outer packaging of marketing products.If the wrapping paper is rough, no matter how good the goods inside are, it is easy to be misunderstood as cheap goods.A popular saying in the Japanese sales circle is: If you want to become a first-class salesman, you should start with appearance modification.

As the saying goes: "Dignified appearance and neat clothes are the best recommendation letters." When you meet a prospect for the first time, before he knows you, his impression of you often depends on you Appearance and clothing, so we can not ignore.

Well-dressed salesmen can not only bring happiness and confidence to themselves, but also bring trust to customers.As a salesman, paying attention to grooming and learning how to groom yourself should be a basic skill.

Dressing is actually a kind of politeness. If a salesman doesn't pay attention to his clothes, it will be considered disrespectful to some customers.Maybe you think it's nothing, but some customers care about this very much.Disrespecting customers will naturally affect the effect of your customer visits.Today's customers are smart and cautious, and they generally only trust those who are polite and mature.

Think about it, how do you feel when you see a salesman dressed sloppily?If it were you, would you hand over your tens of thousands of advances to someone who even you yourself feel unreliable?

So, for salesmen, especially for those who are new to the industry, when you visit customers for the first time, make sure to make the best first impression on customers.Otherwise, there will probably be no second chance for you to make it up, and even if the client gives you a second chance, you will have to pay extra for changing the first impression.

Dressing well is the first step to success, which is the consensus of many salesmen.Usually, people's first impression comes from clothes, and people will notice many details, such as shoes, ties, hairstyles, faces, smiles, hands, etc. People often judge a person based on these details.And, no matter whether the first impression is good, bad, or average, it will last forever, and it will surface whenever you meet this person again in the future.So when you're visiting a client you're meeting for the first time, keep this principle in mind no matter what.Don't underestimate the power of dressing up, there are a few outfits that can make you look different -- as long as you don't overdo it, of course.

Appropriate dressing will not only leave a good first impression on your customers, but also, if there are one or two "unusual" points in your clothing collocation, it will leave a very deep impression on your customers—— People always tend to leave impressions on different people and things.

Let's try to recall: Do you remember the salesman who sold you a car years ago?What was so special about the salesman who sold you insurance earlier?What about the salesman who regularly comes to your door to sell maps?If any salesman impressed you, why?
There will be no other reason, it must be because there is something special about that person!Therefore, in order for customers to remember us, we must highlight one or two "extraordinary" beauty points (this is also our selling point) in our clothing collocation.

Even if they can't remember our names, we have to find a way to make them say "oh, I know, that's the guy with the old boots" or "that's the guy who looks like a gentleman and smokes a small pipe", Clients will even remember: "His tie pins are beautiful!" "His scarves are all made of silk"...

While possessing "extraordinary" beauty points, we should also pay attention to the fact that our dress should follow the latest trends and not look too old-fashioned or outdated.But also be moderate and don't exceed people's visual "tolerance" - be a special salesman, but not creepy; if you wear fancy clothes for the sake of fashion, it will often kill you original advantages.And the energy and money you spend on clothing will be compensated by the increase in performance.

It should be noted that as a salesman, well-dressed clothes do not necessarily require suits and leather shoes every day, and you can also dress naturally.Otherwise, it will give people a stereotyped feeling, feeling that you are "professional" and not friendly-if it seems "natural", customers will often build a line of defense in advance.

However, whether you wear a suit or a jacket, you can neither be too casual nor too fashion-forward, the key is to keep it clean and classy, ​​and to give people a sense of honesty and honesty.If you dress too fashion-forward, customers may not be able to accept it psychologically.

Specifically, as a part-time salesman or intern, the company will not impose mandatory requirements on your dress, but you should try to dress as formally as possible. Professional dressing can win the favor of those who support you.

Generally speaking, ordinary clothing should look like this:

Men should wear suits on formal occasions, women can wear trousers or long skirts;

It is best for men not to wear clothes that do not match well, and for women not to wear tight clothes or miniskirts;

For younger salesmen, it is best to dress a little more plainly, so as to give customers a stable and mature impression;

For older salesmen, it is best to dress more fashionable, so as to avoid giving customers an old-fashioned feeling;
If you are a bit introverted, you may wish to dress a little more energetically, so as to leave a cheerful and lively impression on customers.

In sales, if the other party wants to buy high-end products of a famous company, they usually like the salesman to emphasize the feeling of high-level status that the product brings to people; if the salesman wears high-end watches and expensive shoes, they will Give the other person a feeling of reassurance.But sometimes this style can have the opposite effect, some people don't like this style of jewelry.In short, your appearance should vary from client to client (targeted selling is more likely to make you successful), but it must be neat.

In general, paying attention to your appearance has two advantages:
①Give prospective customers a good first impression;

②Cultivate your own correct posture.

In short, only by wearing clothes commensurate with one's profession can one leave a deep impression on prospective customers.Ippei Hara, a Japanese insurance salesman honored as the "God of Sales", summed up the "Nine Principles for Cleaning Up Your Appearance" based on his more than 50 years of sales experience:
① Appearance determines the customer's first impression of you.

②Appearance will reveal your personality.

③ The purpose of organizing your appearance is to let customers see what type of person you are.

④Customers will decide whether to associate with you according to your appearance.

⑤ Appearance has a great influence on your charm.

⑥Whether the standing posture, walking posture, and sitting posture are correct determines whether you are pleasing to the customer.Regardless of the posture, the basic idea is to keep your spine straight.

⑦When walking, the toes should be straightened and not tilted upwards.

⑧ The lower abdomen is pulled back, it seems to be energetic.

⑨Arranging your appearance well will make your advantages more prominent.

In addition to appearance and clothing, we also need to pay attention to some bad habitual movements, which are also very important for shaping our image.

Some people bite their lips, frown, shake their legs, and shake their shoulders when they are nervous. Some people have the habit of licking their lips in normal times, and some people keep knocking on the ashtray with cigarettes when they are flicking ashtrays.Maybe in normal times, these innocuous little gestures are really nothing in front of family, friends, and acquaintances, but for customers who meet for the first time, these indecent behaviors will be very dazzling-because you are a "stranger" ——The so-called "knowing people, knowing the face, not knowing the heart", customers can only make some basic judgments about your internal state through these external actions.

Excuse me, do you have any of the above-mentioned weird behaviors?If there is, you should correct it immediately, otherwise your charm will be diminished.

Someone once asked Yuan Yiping: "What do you think is the most important job before visiting prospective customers?"

"The most important thing to do before visiting a prospect, I think, is to look in the mirror."

"Look in the mirror?"

"Yes, the reason you face the mirror is the same as when you face the customer. In the reflection of the mirror, you will find your expression and posture; and from the reaction of the prospective customer, you will also find your expression and posture. posture."

"I've never heard of this concept and would love to hear more about it."

"I call it the 'mirror principle'. When you stand in front of a mirror, the mirror will restore all the reflected images to you; when you stand in front of prospective customers, the prospective customers will also return all the reflected images to you .When your heart wants a certain response from a prospect, you reflect this hope on the prospect as a mirror, and then drive this hope back to yourself.In order to achieve this goal, the salesman must hone himself Be impeccable."

This ability to make a prospect act in the way you want is a powerful influence.It is impossible to have such a strong attractive and influencing charm without honing yourself to a very high level.As a salesman, do you have such a strong influence?If not, now is the time to act!
Third, sell "your problem"

Marketing has long been described as an art of problem solving, when in fact it is the art of getting potential customers to solve problems themselves.

Potential customers generally don't discover exactly what they need and to what extent they want to solve their problems, which can be easily solved if the salesman asks the right questions.Therefore, asking questions is the key to a deal.

Asking questions to customers can get a lot of useful information, such as: what customers think, what they believe, what they need, what they are willing to do, and how they think they should solve their problems.

In many cases, if you help customers realize that they have a problem that needs to be solved, they will buy from you.Many people accept that they have some problems, but you will only be successful if your product or service can provide a solution.

It goes without saying that almost anyone would like someone to tell them how to get what they want.But what exactly do people want?They may not even know it themselves, they are just following their feelings:
Your potential client may want a four-bedroom, two-bathroom house, but he wants a three-bedroom, one-bathroom house;

Your potential client may want a two-bedroom house close to public transport, but wants a four-bedroom, two-bathroom house on five hectares away from traffic;

Your potential customer may want a four-cylinder economy car, but he wants a fire-breathing sports car with two rear seats...  

What people "need" and what they "want" are completely different things.Whether people change their minds from what they "need" to what they "want" is entirely up to you.Only when you know how to ask questions skillfully will you have a way to lead the conversation to the result you want.Asking appropriate questions can often quickly eliminate each other's defensiveness and stimulate the interest of both parties to talk.

Questions are the key to sales. They can often reveal the customer's buying motivation and transform the salesman's sales process into the customer's buying process.Especially when we are in contact with customers for the first time, we must always ask for their views.

We should be diagnosing clients like doctors, and the best way to diagnose is to ask strategic questions.Effective questioning is an effective way to understand the potential and actual needs of customers and the purchase process. At the same time, effective questioning can enable you to take the initiative in the conversation with customers.

When setting and asking questions, we want to allow potential customers to express their own thoughts to understand their specific views on the products or services you provide, and to let them give you the answers you want.Therefore, the questions you ask must be in-depth and differentiated from your competitors, otherwise, you will be in a passive disadvantaged position.And what's worse, your potential customers may become bored and repelled by you.

It should be noted that before asking questions to customers, we generally have to ask ourselves first.If you don't know the answers to these questions, it's probably best not to ask them for now - get to know your customers first:

What is affecting their business?
What did they do last year?Or what are they doing now?
How can they increase profits or increase production after purchasing and using the product or service you sell?

What are their likely purchase motivations?
Who are you going to talk to?Is it a decision maker or a non-decision-making employee?

What is their most urgent need right now?
What experience do they have?
If you can deepen your understanding and engagement with potential customers through your questions, the rest will follow.Follow these steps:

Ask questions—build valuable conversations—engage with customers—get the orders you want.

And it all starts with asking questions—asking the right questions.

It can be said that the way you ask questions will determine your sales performance.Weekly, monthly, you refine the questions you ask until you see a massive increase in sales.If a prospect says, "Great question! No one has asked me that before," then I think you've mastered the art of asking.

Finally, let's take a look at which questions are the correct questions when we first contact with customers?
①Ask questions related to the current situation and situation of the customer

(End of this chapter)