1 minute to grab the customer's marketing coup

Chapter 20 Capturing his "heart" in one minute (1)
You can't try to instill some flashy and boring truths to the customer, but you should show him a vivid, rhythmic and beneficial picture that can stimulate his desire to buy!For example, if you are reading these words right now, what does this mean?It means that you are in the middle of my effective statement. If these words of mine are completely nonsense to you, without any effect and practical effect, then I guess you will not insist on reading with relish or a little bit of boredom.The same is true for marketing, if the customer thinks that the words that come out of your mouth and your opening remarks are like moldy steamed buns-with no edible (practical) value, then he will definitely throw you away!
Having said all this theoretical knowledge, you may still be at a loss as to what an effective opening statement is.Below, let’s take a look at some of the ideas you need to create an effective opening statement. I hope you can learn from it:

Don't sell the drills, sell the smooth holes they make.

Don't sell printers, sell beautiful brochures that reflect your customers' image and influence their marketing performance.

Don't sell the car, sell status, status and the joy of a smooth drive.

Don't sell insurance, sell security and financial security.

Don't sell glasses, sell clear vision and stylish accessories.

An effective opening statement can make potential customers think about what you are doing from the perspective of product use, and what benefits he can get from you;
An effective opening statement that clearly differentiates you from your competitors;
An effective opening statement can arouse the desire of potential customers to buy, make him feel very interesting, and want to know more from you;
An effective opening statement can give potential customers a real reason to buy;

An effective opening statement can win the next appointment;

In the field of professional marketing, people generally refer to the words when they first face customers - opening remarks, as "approaching words".A complete approach to discourse generally includes the following steps:
Step 1: Call each other by their first name

Call out the other person's name and title—everyone likes their own name to come out of someone's mouth.

Step 2: Introduce yourself

Say your name and business name clearly.

Step 3: Thank the other party for meeting
Sincerely thank the person for taking the time to see you.

Step 4: Say hello

According to the customer information prepared in advance, express compliments to the customer or can match the customer's situation, and choose some topics that the other party can easily talk about and are interested in.

Step 5: Express the reason for the visit
With a confident attitude, clearly express the reason for your visit, so that customers can feel your professionalism and credibility.

Step 6: Compliment and ask questions effectively
Everyone wants to be praised, but after the compliment, we must ask one or several effective questions to explain how you helped others.And close your opening statement by explaining why the prospect should take action now.These very "constructive" questions can often arouse the attention and interest of customers.

The information you get from asking will help you make effective decisions about how to help your customers.Therefore, these questions need to be open-ended, to get the prospect to think and talk, and not just need to answer "yes" or "no"!
In this process, we have to pay attention to one thing: before you find out the information that potential customers need help, you don't need to tell them what kind of help you will provide.

Effective questioning is the most critical part of the entire opening statement (the first few steps are all courtesy and have little practical value. Of course, they cannot be ignored), because this will help you determine the value of potential customers and help you do Give a strong answer and get the prospect thinking.

As you formulate questions for your opening statement, you should ask yourself questions such as:

What information am I hoping to gain from this question?
Can I use this question to determine the value of a prospect?
Does this require multiple questions to get the information I need?

Will my question get a potential client thinking?
Does my problem differentiate me from my competitors?
Generally speaking, you should prepare at least 20 effective questions for your opening remarks that can interest potential customers and start thinking in order to get the effective information you need.The reason why you have to prepare so many questions is that if you have a speculative conversation with a potential client, your opening remarks will take far more than 30 seconds-you will have a lot of time to ask a lot of questions.

Finally, the 30-second opener should end with a "call to action," a statement or question that will ensure re-engagement with the prospect.

Next, let's look at two examples of "close to discourse" (opening remarks). Through the reproduction of the scene, we will have a more vivid and intuitive feeling.

Case 1
The salesman Guo Tao walked towards General Manager Zhang at a steady pace. When his eyes came into contact with Mr. Zhang, he saluted gently and put his eyes on Mr. Zhang's nose.When approaching Mr. Zhang, he stopped and bowed deeply to Mr. Zhang.The salesman Guo Tao was smiling at this time, and first said hello to General Manager Zhang and introduced himself.

Guo Tao: "General Manager Zhang, hello. I am Guo Tao, a salesman from Huayuan Company. Please give me your advice."

General Manager Zhang: "Please sit down."

Guo Tao: "Thank you. I am very grateful to General Manager Zhang for taking time out of his busy schedule to meet with me. I must seize such a good opportunity."

General Manager Zhang: "You're welcome, I'm glad to meet you too."

Guo Tao sincerely thanked General Manager Zhang for his interview, and said that he would seize this rare opportunity to make General Manager Zhang feel that he is an important person.

Guo Tao: "Under the leadership of General Manager Zhang, your company leads the industry in business, which is really admirable. I have read your company's internal publications and know that General Manager Zhang attaches great importance to humanized management, and the employees love you very much."

Guo Tao brought up the point of respecting humanized management in the pre-investigation materials, especially in the greetings, so that he can have a good precondition when he appeals for group insurance later.

General Manager Zhang: "Our company is oriented by direct visits to customers, and requires employees to be aggressive and creative. Both aggressiveness and creativity must be done on the initiative of employees. It is impossible to become a first-class company by means of coercion and threats. Therefore, I With special emphasis on humanized management, the company must respect and take care of employees, so that employees can truly develop their potential."

Guo Tao: "General Manager Zhang, your philosophy really reflects the characteristics of your company's operations. It is really far-sighted! I believe that your company has spared no effort in taking care of employee welfare and has done a lot. I would like to report to General Manager Zhang on behalf of the company. Regarding a group insurance plan recently launched by our company, it is most suitable for companies with a large number of field workers."

General Manager Zhang: "New group insurance?"

Guo Tao first praised the other party, and then expressed the reason for the visit.

Guo Tao: "Yes. Mr. Zhang usually takes good care of employees. We believe that Mr. Zhang must know a lot about the benefits of employee insurance. What insurance measures does your company currently have?"

Guo Tao used praise and asked questions to elicit topics.There are three ways to give effective compliments:
Compliment what the other person has done and the affairs around them.Such as: Your office is very elegantly furnished.

Follow up with a compliment.Such as: Your skin is so white, how would you like to try on this black dress?
To express praise on behalf of a third party.Such as: Our general manager wants me to thank you for taking care of our company for many years.

After Guo Tao raised this question, I believe that General Manager Zhang just introduced it for a while.And after such questions and answers, you come and go, not long after, I believe that Guo Tao has basically become friends with General Manager Zhang.At this time, if you talk about selling insurance yourself, you will definitely get twice the result with half the effort!

Case 2
Finally, let's look at two comparison examples close to customers, which can be compared.

Example 1
Salesman A: Is anyone there?I am Wang Huairen, a salesman of Dalin Company.

Shopkeeper: Come in, please.

Salesman A: I want to bother you in your busy schedule, but I want to ask you about the current cash register in your store.

Store owner: Oh, is there something wrong with the cash register in our store?

Salesman A: There is nothing wrong with it, I just wonder if it is time to replace it.

Store owner: No such thing, the cash register in our store is very good, it still looks like new!Hmm... I don't think about switching to a new one for now.

Salesman A: That's not the case!Boss Li on the opposite side has replaced a new cash register!
Shop owner: I'm sorry, I asked you to come here specially, let's talk about it in the future!

Example 2
Salesman B: Is Boss Zheng there?I am Li Tao, a salesman of Zhiyuan Company.I am a salesman in this area. I often pass by your store. It is not easy to see that your store has always been doing so well.

Shop owner: Haha, I'm so honored, my business is okay, I can make a living anyway!Hahaha.

Salesman B: Your store is very kind to customers. I believe Boss Zheng must be very attentive to the education and training of your store employees!I also often go to other stores, but the service attitude of your store is as good as yours, which is really rare!Boss Zhang across the street also admires your management.

Shop owner: Is that what Boss Zhang said?Ha ha.The store run by Boss Zhang is also good, in fact, I have been learning from him.

Salesman B: Boss Zheng is really extraordinary, so humble!Boss Zhang is also imitating you. To tell you the truth, Boss Zhang just replaced a cash register with a new function yesterday. He was very happy and only mentioned about Boss Zheng. Therefore, I am here to disturb you today!

Shopkeeper: Oh!Did he get a new cash register?

Salesman B: Yes.Does Boss Zheng also consider changing to a new cash register?Your current cash register is fine, but with a newer cash register that has more features and is faster, it won't keep your customers waiting in line for too long.In that case, I believe they will definitely prefer to visit your store, please Boss Zheng think about it.

Store owner: Well, you are right.I think, let's talk about this matter some other time!

Salesman B: Okay, let's see, when is it convenient for you...

Shop owner: This matter should be done sooner rather than later!Let me see, how about tonight?
Salesman B: Okay, then I'll come over at seven o'clock in the evening when you get off work, look...

Store owner: No problem, it's settled!
After reading the above two comparison examples, what do you think?

When we compare the methods of salesman A and B to approach customers, it is easy to find that when salesman A approached a customer for the first time, he directly asked the other party about the cash register.In this way, it makes people feel abrupt. A has overlooked a marketing point: before breaking through the customer's "defense", you should not mention the product you are selling-before selling the product, you must first sell yourself.

On the other hand, salesman B, he and the customer started the opening speech in the form of a joint dialogue, and after breaking through the customer's "heart defense", he naturally entered the topic of selling products.

And salesman B can make preparations before approaching the customer, can immediately call the other party "Boss Zheng", knows the operating conditions of Boss Zheng's store, and knows that the opposite boss Zhang takes him as a learning goal, etc., all of which motivate the salesman B the elements of success.

Are you more like Salesman A or more like Salesman B in your sales?
5.Grab Your Clients With Openers
Before a salesman talks to a potential customer, he needs a proper opening statement.The quality of the opening remarks can almost determine the success or failure of this visit. In other words, a good opening is half of the sales success.

Below, we will look at several practical, unique and effective opening methods.

First, provide useful information to customers
When we meet and communicate with customers for the first time, we should know that the nature of this meeting is business communication.Therefore, after a short greeting and pleasantries, we can't just talk nonsense according to our own temper. The content of our conversation must be targeted, and it is best to say something that can attract customers.

For a client, he doesn't care how extensive your knowledge is, and his time is precious. If you can't provide him with some valuable information, he will soon lose interest in you.If the customer wants you to leave as soon as possible, you can definitely see some clues from his expression, tone of conversation, body movements, etc.If you've made the client a little impatient, all you can do is walk away tactfully.

Therefore, as a salesman, we must provide customers with some helpful information, such as new product knowledge, market conditions, new technologies, etc. These are the issues that customers are most concerned about, and they are likely to attract his attention.

This requires the salesman to be able to stand on the customer's standpoint and be considerate of the customer.Therefore, salesmen should try their best to read newspapers and periodicals, master market dynamics, enrich their knowledge, and train themselves to become experts in this industry.For salesmen, customers may deal with it, but they generally will not disrespect experts who can help them solve problems.

A few years ago, many clerical operations in government agencies used the large octavo size, which was slightly larger than the B4 size. Generally, copiers can only use A3 to copy and then cut it, which is very inconvenient.Regarding this problem, the salesmen of various copier manufacturers are very clear, but the copiers are all imported from abroad, and there is no demand for large octavo in foreign countries, so the imported machines do not have large octavo paper trays for copying.

A Xerox salesman knew that government agencies had this problem with copying, so before visiting the director of a government agency, he went to the Xerox technical department to ask if the machine could be modified so that it could copy large open size.

(End of this chapter)