1 minute to grab the customer's marketing coup

Chapter 2 Identify Your Role: Salesman (2)
Marketing is not about arguing with customers and winning customers.Although a customer can't say enough about you, he can win you by not buying your stuff.Marketing is not the cheapest thing for me, it would be a pity not to buy it.If things can be sold because they are cheap, then the reason for the sale is the credit of the effective cost control of the production unit, not the efforts of you as a salesman.

Marketing is not selling products, but selling yourself, because customers are not people who buy products, but people who buy marketing products.Getting customers to recognize your convincing power is not based on strong rhetoric, but on the invisibly exuded charisma of your words and deeds.

As the saying goes, "Unless marketing happens, nothing happens", especially in today's commodity society and consumption era, if everyone stops consuming, maybe our world will stop. In 2010, a nationwide general strike broke out in France. The result: people queued up in front of gas stations, but could not get a little gas - refinery workers went home; city streets were filled with Garbage, stinks - the cleaners are gone; people don't go to the shops to buy things, and the products from the factories are waiting in the warehouses to be scrapped...

Let's not go that far, just talk about you.You may be reading this book with gusto or a little boredom, so to some extent, you have already participated in the marketing of this book-you are a "prospective customer" of this book.Also, do you have faith?Are you an atheist or a religious person?Why do you firmly believe that what you believe is the so-called "truth"?Didn't your parents, relatives, friends, colleagues, etc. "market" you a set of values ​​that they believed to be true while you were growing up?After entering churches and temples, didn’t those outsiders sell you the way to get rid of suffering and find happiness?When you joined certain groups and parties, didn't someone instill all kinds of reasonable or absurd "isms" in you?
It can be said that we live in a world full of various tangible and intangible marketing networks.Some people sell products that can be seen and touched, while others sell ideas that are invisible and intangible.And good marketing may not be the most powerful, but it will definitely raise questions and make people think in a different way than before.A top salesman will not put his hand into your pocket, but put his tentacles into your brain, and finally make you willingly take out the money in your pocket-he has passed on his values ​​to you!

3.There are no bad products in the world, only bad salesmen

If we want to obtain the necessities of life, such as study, entertainment, and work, then we have to consume a certain amount every day.It can be said that people cannot survive without consumption.Consumption is also a driving force for the maintenance of the society we live in.

When buying things, I believe that everyone is willing to have the best one, but not all people are willing to pay for the best.This depends on the effort of the salesman.Jeffrey?"The salesman's job is to give customers enough confidence to buy based on who they are and why they're buying, and motivate them to take action," Gitmer said.

Once upon a time, there was a very good salesman Wang Er, as long as he wanted, he could sell you anything you didn't need at all.After the sales are over, you will still say "thank you" very politely like Fan Wei in the sketch "Selling Abductions".

After another salesman heard about the "heroic deeds" of Niu Ren Wang Er, he came to him very unconvinced: "I heard that your sales skills are extraordinary."

"Where, where."

"You don't have to be so modest, as long as you can sell a reindeer a gas mask, I will really convince you!"

"That's it. Well then, I'll try."

Therefore, Wang Erba traveled thousands of miles to the uninhabited tundra area in the north, where there is a primeval forest where only reindeer live.

"Hello!" he said to the first reindeer he encountered, "I think you need a gas mask."

"The air here is so clean, what do I want it for!" replied the reindeer.

"You may not know, but now in the bustling metropolis, everyone puts on a gas mask before going out!"

"Unfortunately, I don't need it."

"This is the fashion trend now!"

"What does it matter to me! For us reindeer, all we need is grass to eat and water to drink."

"It doesn't matter if you don't buy it now, you will definitely need it in the future." Wang Eryu said earnestly.

After that, Wang Er began to build factories in this virgin forest.After the factory was built, the smoke from inside quickly polluted the air of the entire forest.

A few days later, the reindeer who had refused to buy a gas mask came to Wang Er: "Sir, I want to buy a gas mask."

"Oh, it's Mr. Reindeer. As I said, you will definitely come back!" As he said, Wang Er sold him a gas mask.

"What a treat, I feel like I can breathe a lot better now! Do you still have it? My companions need it now!" asked the reindeer after putting on the gas mask.

"Of course! How many gas masks do you need?"

"A lot! How many do you have? I'm afraid you won't be able to sell enough!"

"Don't worry, I have enough supplies here!"

"If that's the case, that's really great! You don't know, now my companions can't stand the bad smell, and some of them are starting to feel dizzy and nauseous. That's why I'm in such a hurry..."

"Hehehe..."

"By the way, by the way, what does your factory that is full of smoke all day produce?"

"Gas mask."

Can we learn something from this very interesting story?Let’s not comment on whether the salesman’s behavior in the story is worth advocating. His wisdom alone is worth learning and admiring!
In view of the irreplaceable role of salesmen in the entire marketing process, there is a very popular saying (it may sound biased, but it is not unreasonable): There are no bad products in the world, only bad sales member.

Of course, this statement is a bit absolute. There are indeed some bad companies in the world that produce some bad products and provide some bad services all day long. Work", people just don't buy his account!But in general, such enterprises are very few.For most companies, even if they are "intentional", it is difficult to make products or services so bad.Therefore, since most of the people who can become the management of enterprises are people with normal thinking, and since most of the products produced by enterprises are qualified, most of the problems that cannot be sold are due to selling things. The person--the salesman.

Saying this is not an arbitrary simplification without logic, because the way of doing business is very simple.We think it is difficult, perhaps because there are so many MBA, EMBA, DBA and other schools in business schools, so many people have an illusion that doing business is so great, so difficult and complicated. .In fact, the so-called business is, to put it bluntly, selling things (we said earlier that it is the transmission of value, which is to put aside the real world and explain it in a highly abstract and general way).If it can be sold at a price higher than the cost, the business is profitable; if it can only be sold at a price lower than the cost, the business is lost.It's that simple.Therefore, for people who do business and marketing, no matter whether your business is big or small, or your product is good or bad, it is necessary to sit down and seriously study the methods of selling things and the know-how of doing business.

It stands to reason that the highest state of doing anything must be to have no tricks to win, because as long as there are tricks, there must be flaws.This is like water, which is impermanent, so it is invincible and invincible; it is also like using soldiers, because soldiers are impermanent, so they are unexpected and seek victory in danger.

But what about before "no move"?

It must be a "trick".The change and flow of things is a process from quantitative change to qualitative change. Without ten years of hard study, how can we usher in the title of the golden list!
Remember that Mr. Jin Yong mentioned in "The Legend of Condor Heroes" that Dugu Qiubai once used four swords:
The first sword is "sharp and fierce, invincible, and used to compete with Heshuo heroes before the weak crown".

The second sword, "Ziwei Soft Sword, was used before the age of 30, accidentally injured the meaning of the ominous, so it was abandoned in the deep valley".

The third sword, "The epee has no front, and the great skill does not work. Before the age of 40, I relied on it to run rampant in the world."

The fourth sword, "after the age of 40, don't stick to things, plants, trees, bamboo and stones can all be swords. Since then, I have been intensively practicing and gradually progressing to the realm where no sword is better than a sword."

When a young swordsman makes his debut, he often uses a sword that is unparalleled in the world and extremely sharp.As his internal strength gradually deepens, and when he reaches middle age, he will use a blunt sword that does not sharpen.

When this person has become a famous hero in the world, and his martial arts have transcended the division of each school and surpassed it, this person may not need to hold anything in his hand, just a tree branch, a piece of grass, etc. Leaf is enough.

And when he really reaches the highest state, that is, the state of Dugu seeking defeat, seeking defeat but not getting it, at this time, he can no longer rely on any tangible external objects, this body of martial arts has been internalized into his own part.As soon as he stretched out his two fingers, he screamed into a wave of sword energy, with the swing of his fists, he smashed the double hammers, and with one palm, he smashed the knife and broke the gun - with the most softness in the world, he gallops with the most firmness in the world.

So for us salesmen, we must first learn some marketing methods and skills before we can become "hardcore" unfettered swordsmen.After a period of study, sharpening, and actual combat, with a certain amount of knowledge, experience, and resources, can I reach the state of "doing nothing and doing everything", and let me gallop in the dangerous shopping malls!
Therefore, if we want to do a good job in marketing, we must first improve our knowledge, cultivation, and temperament.Because, what you sell is not a product, but yourself!
Since you are a salesman, I believe you must have heard of Joe?Girard is such a resounding name.He broke the Guinness World Record of car marketing by selling 1425 cars a year; he sold 15 cars in total during his 13001-year car sales career, selling an average of 6 cars a day, and all of them were one-to-one marketing for personal.As a result, he set a Guinness World Record for Automobile Marketing and won the title of "The World's Greatest Salesman". The European and American business circles even described him as a legendary figure who "can sell any product to anyone".

When talking about his own success, Girard said: "The point of sales is not to sell products, but to sell yourself. Before you can successfully sell yourself to others, you must first [-]% Sell ​​yourself to yourself."

"Selling products is selling yourself", this sentence, we may have heard it and know its meaning.It is nothing more than saying that salesmen with high comprehensive qualities such as knowledge, skills, moral cultivation, and business level are always easier to achieve results than those with low qualities. As a qualified salesman, you must be honest, trustworthy, and have professional ethics.But what does the phrase “sell yourself to yourself” mean?

First, sell yourself to yourself

"If you don't know the history of the ancients, you can't talk about the words of the ancients; if you know the world, you can't talk about the writings of the ancients without knowing the life experience." It is difficult for future generations to know the mentality and complex environment of the predecessors. To have a correct and appropriate interpretation of Girard's words, we have to start from the era in which he lived.Next, let's take a look at the background in which Girard said this sentence.

"My mother is the most grateful person in my life. She taught me the principles of life. The conflict between me and my father has always been clearly printed in her mind. In the eyes of my father, I will never be a big deal. So, it can be said that if it weren't for my mother, I might really accomplish nothing.

"I was a kid born in Sicily, Italy, selling newspapers on the street, shining shoes in bars, and seemed to have nothing to look forward to except what I learned on the street. At that time, I really believed my father's words I asserted, and began to become a little self-defeating. Fortunately, my mother did not believe my father's assertion. At this critical moment, she spent almost half of her life and effort to train me to be a world-class person. She always Stressed to me the importance of 'self-promotion' and taught me to respect myself.

“Before you can successfully sell yourself to others, you have to sell yourself to yourself [-] percent first. You have to believe in yourself and have confidence in yourself. That is, you have to fully recognize your own worth.

"Each of us is unique in the world, and there is only one you. This is what my mother taught me. I remember her holding my hand and smiling and saying, 'Girard, there is only one of you in the world. There is no one else on earth like you.' I have a greater love for my mother and believe everything she tells me.

“One of my neighbors has twin brothers who look so much alike that even their mother sometimes can’t tell them apart, but are they really the same? Years after I moved, I happened to Mentioning the twin brothers in a meeting with an FBI friend told me that even twins are never identical.

"It is true that the FBI has millions, if not hundreds of millions, of fingerprint files, and they all know that no two people in those files will have the same fingerprints. No two people's fingerprints will be the same, nor will they May have the same fingerprint.

(End of this chapter)