1 minute to grab the customer's marketing coup

Chapter 22 Capturing his "heart" in one minute (1)
Many famous pediatric doctors have a characteristic. Apart from good medical skills, they also know how to communicate with children.To be able to communicate effectively, the first step they take is to win the favor of the children.How to quickly gain the favor of children?

Most doctors prepare a lot of novelty stickers for children who see a doctor. In this way, the doctor uncle is no longer the "uncle who gives injections" but the "uncle who gives stickers".

The Japanese know best the secret of giving small gifts, and most companies will try their best to make some small gifts for salesmen to give to customers when they visit customers for the first time.Small gifts of little value can play a big role.Regardless of whether the customer who received the gift likes it or not, I believe that when everyone is respected by others, the inner goodwill will inevitably arise spontaneously.

Using freebies as a stepping stone is both fresh and practical, and few people would say no to free stuff.Once the customer accepts your "bribe", I believe his attitude towards you will change from a frosty face to a sunny one, and he will obediently listen to your product introduction!At this time, it is a good time for you to "start".

Wang Er is a farmer in Kala Village, Danzhai County, a remote small county in Guizhou Province. He is so poor that he can't even afford food.The so-called "poor makes you want to change", there are all kinds of birds in the mountains, Wang Er relies on the mountains to eat the mountains, so he catches the thrushes that the people in the city like to sell in the city.I just made some money to cover my mouth, and the government banned bird hunting.

Wang Er doesn't know how to make a living. He has been catching and selling birds for several years. He is familiar with the bird market, so he switched to selling homemade birdcages.As a result, he also made a lot of money.But Wang Er's money-making effect attracted the attention of other villagers, and weaving birdcages is not difficult to learn, so everyone rushed to it, and Wang Er's business was difficult.

At this time, Wang Er thought of a trick: buy a gift—buy 1000 birdcages and get 50 grasshopper cages for free!But grasshopper cages are small, featureless, and of little value, and there are very few people who like to raise grasshoppers, so it's useless to give them to others.

In this way, Wang Er changed to donating reeds, buying some birdcages and giving some reeds.Lusheng is a unique musical instrument of the Miao family. It has a beautiful sound, is easy to play, and is suitable for all ages, so the business immediately became popular.

Since buying a birdcage as a gift for Lusheng, according to Wang Er, the goods are simply not enough to sell, and they can't make it by themselves, so they have to buy it everywhere.

It should be noted that in marketing, the choice of gifts has a lot of knowledge. It is not that we choose something from the market casually or take it for granted, and then put it together with the products we promote to become an ideal gift.Whether the promotion of buying gifts can be attractive to customers, and how attractive it is, the key lies in the choice of gifts.Improper choice of gifts will only make us waste our efforts and achieve nothing.

In terms of gift selection, the three "R" principles should be followed: Relevance, Repetition, and Reward.

Relevance: Refers to the relevancy between the gift and the main product. The gift must be related to the main product. For example, buy beer and get a glass, buy wine and get a bottle opener, buy a coat and get a scarf, all of which are good ideas;
Repetition: Refers to the degree of repeated use of the gift. The more customers reuse the gift, the better the gift, because every time a customer uses a gift, it is equivalent to giving him a brand reminder, which is conducive to stimulating the customer to buy our products next time;
Reward: refers to the customer's sense of benefit. For customers, the gift must be valuable, so that they are willing to obtain and eager to have it.

In the selection of gifts, some other details that need to be paid attention to are: the value and price of the gifts should not be higher than the main product; the volume of the gifts should be smaller than the main product as far as possible, so as not to overwhelm the host; the gifts should be as individual as possible, and be different from the gifts of other companies , The same gifts as other companies sometimes fail to play a promotional role, but because customers already have similar items at home, they change their purchase plans for the company's products.

Finally, gifts also need to pay attention to quality.Some salesmen think that gifts are free things, so they use inferior products to fool customers, but in the end they ruin their own brands.Treating customers as idiots will ultimately harm others and yourself; the value of gifts can be exaggerated moderately to increase the attractiveness to customers, but it cannot be exaggerated infinitely to make customers feel cheated!

Tenth, give customers "examples"

As mentioned earlier, customers will have psychological risks when buying products: if I buy it, what will my friends and family think, if they know that I bought a cheap product, will they look down on me; If you eat it, you may feel guilty. If someone knows that I also buy cheap nutritional products as gifts, I will be "how embarrassing"...

How to avoid this "shopping risk"?

Make yourself like everyone else.

Why people's buying behavior is often influenced by other people is for safety and to follow the crowd.From a psychological point of view, this is a sense of collective identity. It is the safest thing to hide in the group and make yourself no different from others!
Therefore, as a salesman, we must be good at grasping the customer's psychology of "seeking common ground while reserving differences and reducing risks".If we can make good use of it, we will definitely get good results.

How to do it?
for example.

For example, we can say: "Director Guo, after ×× company adopted our suggestion, the company's turnover has improved greatly."

Taking some big companies as examples can strengthen your reputation, especially if the examples you give happen to be companies that customers admire or have the same nature, the effect will be more significant.

Of course, you can also mention people the client knows.Tell the client that it was his friend who asked you to come to him.This is a roundabout tactic, because everyone has the mentality of "seeing the Buddha's face instead of the monk's face", so most people are very polite to the salesmen introduced by relatives and friends.

We can say: "Mr. Zhu, your friend Mr. Zhang Dayong asked me to come to you. He thought you might be interested in our printing machines. His company used our printers and felt very good, so he recommended me. of."

In order to win the trust of customers, if you can show the referrer's business card or letter of introduction, the effect will be even better.However, although the method of promoting yourself under the banner of others is very effective, it should not be used indiscriminately. You must pay attention to the fact that there are real people, and you must not make up your own.Otherwise, once the customer checks it out, you will show your feet.

The above ten ways of opening remarks can make your potential customers feel good about you immediately.If you can regard these methods as the way you conduct yourself and make it a natural habit, I believe you will become a popular figure wherever you are.

The point of grabbing customers is to make them feel good about you. There are three fundamental starting points: respect, understanding, and making others happy.When selling, as long as you can think about these three aspects, I believe you can find more ways to make customers feel good about you, not just those introduced in books.

6.Approach customers like chasing girls

Joe?Gillard said: "Marketing is like falling in love. Approaching customers is like chasing girls. You have to put in a little effort. You have to let a girl feel your charm before she is willing to associate with you. In this process, The first impression is particularly important, how to leave a good impression on girls, 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.

Only by finding a way to get close to the customer can we conclude a deal with the customer. Everyone understands this truth, but getting close to the customer requires skills.Some salesmen's opening remarks are always the same: "I'm sorry to trouble you, I am XXX from XX company..." You know, the customer has to listen to how many similar sales introductions a day, he has long been tired of it!

When selling, it is necessary to create a relaxed environment. In daily life, a lot of business is often done in places such as hotels or cafes.The reason why people come to these places with business is to create a good environment in order to increase the turnover rate.Why is it easiest to negotiate a deal at the wine table?Wasn't it because of a few glasses of wine that the vigilance of each other was relaxed and the relationship was drawn closer.

However, not every business has to be negotiated in hotels and coffee shops. In more cases, we conduct business negotiations in customers' offices and conference rooms.In these more formal occasions, you need to pay attention to some details, which also help to create a relaxed and pleasant environment, avoid the formation of confrontation with customers and an overly business atmosphere, and reduce the pressure during the interview process.

After creating a relaxed environment, we have to find a common topic.At this time, don't rush to sell your products directly to the topic, but adopt some devious strategies, "curve to save the country".When looking for a lover, the most important thing is to have a common language. If there is no common language, how can two people be together?The same is true when communicating with customers. You have to find a common topic between yourself and the customer. If you have something to talk about, the customer will be willing to talk to you, and you will have the opportunity to talk about serious business.If you just have nothing to say, and each other is absent-minded and perfunctory, the atmosphere will be more tense and it will be easy to stand cold.

There was a salesman who sold computers. When he was in the client's office, he saw several books on financial investment on the boss's desk.It just so happened that he was also more interested in financial investment, so he chatted with the boss about the topic of investment everywhere.

As a result, the two chatted in full swing, from stocks to foreign exchange, from insurance to futures...their chatting lost track of time.

It wasn't until lunch time that the boss suddenly remembered: "I'm really sorry, I still don't know what you are selling after talking for a long time. How about the product you are marketing?"

Hearing the boss's question, the salesman knew that the opportunity was coming, so he immediately gave a detailed introduction.After listening to the salesman's introduction, the boss said cheerfully: "We had such a good chat, I can see that you are worth making friends. I believe in you, sign the contract!"

It can be seen from this that if we find a common topic with the customer, the salesman is relaxed and the customer is also happy. It can be said that everyone is happy.So, we need some good ways to find common topics:
First, the customer's personal preferences
Personal hobbies are a topic that is easy to cut into. Starting with the personal hobbies of customers will help to resonate, eliminate the strangeness between each other, and narrow the distance with customers.

Second, the discussion on the customer's field
It is necessary to discuss the industry of the customer, because most of the time a salesman is active in a specific industry. If you give some information you know in a timely manner, you will soon be able to get closer to the customer, and it is easy to obtain Customer feedback.

However, if you only know some superficial information, it is best not to mention it, so as not to reveal flaws; let alone make false comments pretending to understand, which will only affect your image in the minds of customers.

Third, compliment the customer's business or product

If you have some knowledge of the customer's business or product, you can start with this, but you should be cautious.Because, if you don't really understand the customer's business and products, but only superficial praise, it is easy for customers to understand it as flattery, then it will be bad.

If you want to praise the customer's business or product, you must understand the customer's business situation and its real product characteristics in advance, and be targeted.

Fourth, talk about some recent social topics
Some social topics of current affairs will also become conversation topics in the business field and resonate with customers.This requires salesmen not only to focus on the products they are marketing and the field they are in, but also to broaden their horizons and accumulate more social knowledge.

In the process of chatting with customers, it should be noted that your conversation should keep up with the rhythm of customers: if the customer is willing to chat, you can chat for a while; if the customer does not want to chat more, then enough is enough.

In the usual impression, eloquence is the most beneficial weapon in sales, and most companies are keen to recruit eloquent salesmen.But in fact, there is no absolutely direct relationship between being able to speak well and marketing success.A smart salesman knows when to speak, when to shut up, and can control the rhythm of the conversation.If you have just entered the industry and are far from mastering the art of conversing with great proficiency, and you belong to the type of "dumb when you meet strangers and chatter when you meet acquaintances", then you'd better "act with your true colors", less Better say it!Although dull, but sincere, perhaps, will also reap miraculous results.

A food research institute produces a fruit juice drink, and a female college student goes to a company to sell it as a salesman of the research institute.

When she arrived at the manager's office of that company, she took out two bottles of samples and said timidly: "This is a new product we just developed. I would like to ask you to see how it is. If you think it tastes good, I would like to invite you to buy some."

The manager looked at the well-mannered salesman curiously, and was about to refuse, but was called to answer the phone by his colleagues, so he said casually: "Wait a moment."

After a long phone call, the manager had forgotten about it.In this way, the salesman sat on the bench for several hours.

When he was about to leave work, the manager realized that the college student who was waiting for his reply was very sorry and touched, so he invited her to dinner.During the meal, they chatted about the product again.The little girl is very down-to-earth, or she may be inexperienced, and even "commercial secrets" - the shortcomings of the product are "leaked".

The manager was very surprised. As a veteran manager, he usually comes into contact with salesmen who make hype, but this time, facing this little girl who is not good at talking, he felt very at ease in his heart, so he decided to advance a batch of goods to try. try it.

When talking with customers, this little girl did not introduce products in a boastful manner, but attracted customers through her unique personality charm.So, if you don't belong to the slick and versatile type, just stay a little longer-it's better to be natural than bluntly "speaking".Watching the clumsy performances of those who are not very good at talking, but who insist on being good at words, will remind you of the unique feeling of fingernails on the blackboard.

(End of this chapter)