1 minute to grab the customer's marketing coup

Chapter 23: Skills of getting along with customers (1)
The only boss of the company is the customer.The boss has great power. He can fire all the employees of the company, from the chairman to the grassroots employees.His trump card is very simple: spend money to buy other companies' products.

——Wal-Mart founder Sam?walton

1.Never act "like a salesman"

In this day and age where efficiency is everything, as a result, people tend to be eager for everything they do.In order to find the other half of their lives, some people carry on the "8-minute date" to the end; in order to get rich overnight, some people plunge into the lottery; in order to become famous overnight, some people do not hesitate to sell their luster...

People are always the product of environment and history.In such a society, salesmen are of course hard to avoid.Now, many salesmen also hold this mentality. When they meet customers, they talk about business as soon as they open their mouths, and they talk endlessly.

Although we can understand his urgency, his behavior is really unwise.The so-called "haste makes waste", if you speak like a salesman, it will only be annoying.Just imagine, if you just entered a supermarket, a salesman immediately ran over and chattered endlessly beside your ears without asking any questions. What he said in detail was secondary. Attitude will bore you!
To sell a product is to sell yourself first. If a customer doesn't trust you as a salesman, he can't believe your product, let alone buy your product.This kind of "monkey urgency" will only make customers feel disgusted. Maybe customers want to buy something back, but when they encounter such a salesman, they have no choice but to rush.

In fact, a smart salesman will not talk about business all the time, but will first let the customer accept himself, and then guide the customer bit by bit, and finally complete the transaction.Even if you can't reach an agreement in the end, but "there is no benevolence and righteousness in the business", at least you will make one more friend.

Marketing is the job of dealing with people. In the sales process, character and product are equally important.When customers buy a product, they not only look at whether the product is suitable, but also consider the image and quality of the salesman.The world's most famous marketing guru Lian?“It’s about getting the client’s interest first, not talking about the client’s business in the first place,” Denver said.

The survey shows that the customer's purchase intention is deeply influenced by the sincerity, enthusiasm and hard work of the salesman.In many cases, the reason why customers buy your products is not because they have a concept of product quality and brand, but because they have a good impression of the salesman.According to statistics from the New York Marketing Association, 71% of people buy goods from a specific location because they like, trust, and respect the salesman there.

Therefore, once customers like and trust you, they will naturally like, trust and accept your products.Conversely, if a customer likes what you're selling but doesn't like you as a person, the sale will be hard to close.Moreover, only when the customer is first willing to contact the salesman and listen to the introduction of the salesman, will he provide the salesman with an opportunity to sell products; if the customer closes the "heart door" from the beginning, the salesman will knock again and again I'm afraid all the doors are in vain.

In practice, many salesmen do not understand this truth. When they meet a customer, they open their mouths and ask whether they want to buy, or shut their mouths and ask whether they want to buy it. Eloquent words, the customer's instinctive reaction is to refuse.

You know, only if you first become a good listener, strangers will become good friends with you.From strangers to friends, from friends to customers - this process must be followed.The failure of sales is often due to the mentality of the salesman is "if there is a mistake, don't let it go", and they are too eager to turn strangers into customers.The way of marketing is to work slowly and carefully, and not to rush.

And as a salesman, you must first learn to give. If you think about rewards or whether you will get an order from the beginning, then you will lose.If you believe in the philosophy of giving as much as you can, perhaps, you will get much more in return than you initially gave, and most of it will be unexpected.Therefore, you must not talk about any sales-related topics until you have concluded that the customer is ready to listen and is willing to accept your product or service.

So specifically, what should we do when we get along with customers?

As an old marketing adage goes: "People would do business with their friends under the same circumstances, and they would still do business with their friends under different circumstances." Let your customers say what you say If you are interested, let them revolve around you. You must first cut into interesting topics and try to make them laugh; you must make friends with them and try to establish a certain relationship of trust.

In case you never realized it, your customers’ opinions begin the moment you walk in the door.

When you walk in the door of a client's office or the beginning of an interview, you should be the first to speak (this shows your manners and manners), and what you say will set the tone and atmosphere for everything that follows.If you talk about what happened on the news this morning, about your car having a flat tire, about what happened to your child... then you immediately lose the respect of your clients, the opportunity to build a trusting relationship, and opportunities to market products.

After the meeting, you’re likely to blame anyone but you for the marketing failure when, in fact, you are the one to blame.

You must know that only in a relaxed and pleasant atmosphere can people open their hearts, come into contact with strangers, and develop friendship and trust.

When talking with customers (whether face-to-face or on the phone), we should try to talk about what the other party is interested in, rather than talking about ourselves and our products.For example, if you travel frequently, you are familiar with the geographical conditions, customs, and local characteristics of each province, so you can make full use of this knowledge reserve and first ask the customer's place of residence or place of birth.

The question is generally interesting (people like to talk about themselves), and it's not a threatening or marketing question.This way, you can start a conversation easily and casually.

Once you feel that you have established an initial relationship of trust (according to the atmosphere at the time, using your intuition, you can make a rough judgment), you can then ask: "So, why did you move here?" ?” or “What made you decide to go into this industry?” Now, your question is a little bit personal, but not completely personal, it’s a stranger-to-friend transition.

Chatting and chatting, if a client takes the initiative to talk to you about his childhood, family, religious beliefs, or social, political and other completely personal issues, don’t ask, he already regards you as his friend.

In the process of building a friendship-like relationship of trust, your job is to create a desire and an impulse in the client-by the time you draw the contract, he can't wait to sign it.

After reading the above words and reasons, maybe you are not very convinced, so let's look at a real case. Facts speak louder than words. This is about Joe the car salesman?gillard.

One day, a middle-aged woman walked into Gillard's Chevrolet showroom from the opposite Ford showroom.She said she wanted to buy a white Ford, but the salesman at the Ford dealer told her to wait an hour.I was bored, so she came here to have a look.

"Madam, you are welcome to come and see my car." After hearing what the lady said, Girard said with a smile.

Touching a Chevrolet, the lady said excitedly: "You may not know that today is my 55th birthday. So, I want to buy a white Ford car for myself as a birthday present."

"Madam, I wish you a happy birthday!" Girard warmly congratulated.Afterwards, he whispered a few words to the assistant beside him.

Gillard led the lady slowly past the new cars, watching and introducing them.As he approached a white Chevrolet, he said, "Ma'am, you have a soft spot for white, and look at this coupe, which is also white."

At this moment, the assistant came over and handed a bouquet of roses to Girard.Girard once again congratulated the lady on her birthday by presenting the beautiful bouquet of flowers.

Seeing the pink rose with dewdrops, the lady was moved to tears, and said very excitedly: "Sir, thank you very much, no one has given me a birthday present for a long time! The Ford salesman just saw I drive an old car and must have thought I couldn't afford a new one so when I offered to take a look at it he declined saying he would go out and collect a fee and I had to come up to you and wait for him. Now that I think about it , and I don't necessarily have to buy a Ford."

Later, the lady bought a white Chevrolet sedan from Girard.

There are many business matters that are not realized through business discussions, because people often have their own subjective consciousness at work in the purchase process, and sometimes it is even a choice between thoughts.Therefore, a smart salesman must be a salesman who knows "sell yourself more than sell products", and he will never let himself behave "like a salesman".

Finally, I will give you some suggestions for effective sales promotion.

①Think carefully about the last few transactions and write down how these transactions started; whether the atmosphere was friendly during the transaction: did you feel at ease when you started talking about the marketing link.

②Record every appointment in one sentence.I can guarantee that those appointments that bring marketing results must be appointments based on trust and friendship.

③If you find something in common with your customers, and you laugh every time you call or make an appointment, then you have grasped the key to interacting with people and building a trusting relationship.This personal relationship and friendship will bring you more sales and clients.

2.The Art of Time with Customers

When it comes to salesmen, our first feeling may be: relying on mouth to eat.Therefore, many salesmen also agree with his title: when he sees a client, his words are really "like a torrential river, uninterrupted, and like the Yellow River flooding, out of control", making the client unable to intervene.

They think that the more stuff they put in their customers' heads, the more interested they will be.But as the so-called "extreme things must be reversed", if you talk too much, it will inevitably take up a lot of time for customers.If the customer feels that what you said is nonsense, then they will be very annoyed, so even the original interest will disappear.Therefore, when we sell products to customers, we must be very aware that the time of customers is very precious.

A salesman falls short at the juncture of a deal, and most of the time it is because he does not pay attention to the customer's time and does not respect the other party.You know, many clients are in meetings, answering calls, meeting visitors... all day long, so they have very little time for you.Therefore, when selling, you must grasp the key points and take the key points, and you can't talk endlessly.

We might as well use the "first strike first" strategy. When the customer shows up, you can look at your watch and say, "Mr. XX, hello. I'm sorry, I have another appointment. I would love to introduce you to our products, but I can't even spare 5 minutes! The only purpose of my visit today is to meet you. My product introduction needs to be dedicated, so we have to find a day It takes 1 hour to negotiate before I can fully introduce our products to you."

Small tricks like these are very good, they can change from passive to active, and instantly reverse the situation.Originally, the customer was wary, afraid of encountering a difficult salesman, but what you said would not only dispel his worries, but also improve your image.First, it proves that your time is tight and business is busy; second, it shows that you respect customers and don't waste other people's time casually.Therefore, such a strategy is far better than talking endlessly.

In addition, when visiting customers, we must step on the "point" of the visit, and we must not ignore the visiting time. If you choose the time, your visit will have a good start.

When many people are marketing, they always pay little attention to the time of visits, without any planning.The result is always unsatisfactory, but it makes people hate it.Joe?Girard told one such personal experience.

When Girard first entered the marketing industry, he visited a company at a time. Since he did not agree on a specific time with the other party, he only said that he would go there in the afternoon.So, at 1 o'clock in the afternoon, he passed.

As a result, when I entered their company, some people were busy eating lunch, and some just had lunch and were resting, all of them looked lazy.The boss is also taking a nap in the office. Seeing him go, he may be too tired, so he just waved his hand, meaning to let him wait outside for a while.Gilad had no choice but to wait for him to rest on the sofa outside.

After a while, the boss finally woke up, but his face was still tired. He probably forgot the agreement just now, and asked Girard why he came.He hurriedly explained the situation to the boss, but the boss still had a dazed look on his face, and after less than 10 minutes of talking, he sent him out!
After this failure, Gillard studied the time of visiting customers with great concentration, and finally found that the time of visiting customers is indeed very particular, and he cannot visit blindly.When visiting a client, it is best to choose a time that does not interfere with the client's work.

Therefore, it is best to make an appointment before visiting a customer, and let the customer decide when to meet.In this way, it will not appear abrupt, and it can also improve the efficiency of your visit (in many cases, you can't find the person you want to visit).If the customer does not agree with you on a specific time, you have to choose a more suitable time to visit.

Generally speaking, it is not advisable to visit when you are just at work, because at this time the customer needs to arrange the work of the day, and many companies have a morning meeting system.If you show up rashly, it will only affect their work, and naturally it will also affect the effect of the visit.

And after 11:[-] noon, since lunch time is approaching, the effect is not very good, unless you want to invite the other party to lunch.In addition, try to avoid visiting when you are about to leave work. The time when you are going home is obviously not suitable for discussing work.

Generally speaking, 10:11 am to 2:4 am and [-]:[-] pm to [-]:[-] pm are more suitable times to visit.Because the work arrangements are basically ready at this time, it is the time to be free, and some bosses are bored and wish to have someone to chat with him.If you visit him at this time, you can chat with him for a while, I believe it will have a good effect.Therefore, we must make good use of this time period.

(End of this chapter)