1 minute to grab the customer's marketing coup

Chapter 27 Promotion: The Art of Silence and Expression (1)
Marketing is the art of persuasion, and the art of persuasion is the art of communication.

To communicate with customers, we need to express with our mouths; to communicate with customers, we also need to use our mouths to be silent.

The key to effective communication with customers is to listen. The more carefully you listen, the closer customers will be to you.Why did God give us two ears and one mouth?It means that we should listen more and speak less.

1.Knowing when to shut up is also a kind of eloquence

The tools used by snooker players are clubs, the tools used by tennis players are rackets, and the tools used by snipers are sniper rifles... So, what tools are used by salesmen?

What is a tool?
In the remote desert, for some reason, your car tire suddenly burst.You want to put on the spare tire, only to find that there is only invisible and intangible air in the toolbox.Can you unscrew the screws by hand?Unless you're Superman or the Terminator!Just when you are crying out for nothing, if someone comes down from the sky and gives you a wrench, will you feel like a treasure, and you will burst into tears with gratitude.

This wrench is a tool!
A tool is a quick solution to a problem!

As a salesman, his main tool is his mouth.

What is the function of the mouth?

For a salesman, it serves two main purposes: expression and silence.

To communicate with customers, we need to express with our mouths; to communicate with customers, we also need to use our mouths to be silent.

Just like in snooker, some people use a cue to score 147 points in a single stroke, while others use a cue to score dozens of points for their opponents; Sharp tongue irritates silent customers.

The so-called "disease enters through the mouth, disaster comes out from the mouth", for us, although the mouth is a good thing, if it is not used well, it may backfire.In sales promotion, there are many examples of communication failure. The so-called communication failure means that you are not accepted by the customer, or the customer does not want to understand your product at all, and everything you say is invalid.

Where is the reason?

A successful man comes to buy a car from a veteran car salesman.Self-made with little formal education, this client became wealthy through thrift and savvy.The salesman then showed him one of the best models, with all kinds of expensive accessories, and he regarded the man as an ordinary car buyer-he praised the car's various functions endlessly, and let him sit in the car. Get in the car for a test drive, then compliment him on how it fits the car, and finally, give him the order form and a pen...

However, the salesman blew the deal away.

At the end of each day, the salesman likes to contemplate the day's success.That night, he remembered only the big failure, and spent the night wondering what had gone wrong.

Time passed slowly, he couldn't bear it anymore, picked up the phone and called the successful man: "Hey! I want to sell you a car today. I think our business is almost closed, but you Just walked away."

"Yes," said the man.

"What's going on?" he asked.

"Are you kidding?" The salesman seemed to be able to see the man on the phone looking at his watch.

"It's 11 o'clock in the evening." The other party said impatiently.

"I know, I'm sorry, but I want to be a better salesman than I was this afternoon! Would you like to tell me exactly where I went wrong?"

"really?"

"absolute!"

"Okay, are you listening?"

"Very attentive!"

"But this afternoon, you didn't pay attention to my speech." Then, the man told the salesman that he had made up his mind to buy a car, but hesitated at the last minute before signing.He once took out 1 yuan in cash, and then told the salesman that his son was going to study in a famous university-planning to be a doctor, and he was proud of his son!He mentions his son's grades, athleticism and ambitions...

The salesman listened to the customer as if for the first time, and he had no memory of the customer saying those words that afternoon—at that time, he was not listening at all.

That night, the client told him: "When I say these things, you don't seem to care, you don't have the slightest interest! I can tell you seem to be thinking 'I've got the deal'. When I While talking, you've been listening to a joke told by another salesman outside the office."

That's why this client lost interest in him - he needs to be admired more than the car, and he has a son to be proud of!
After reading this case, you may feel strange that the customer is buying a new car, and the product the salesman sells is just right for him; Does it matter?As long as the car is suitable, isn't it all right?
Not surprising at all!
Because what the salesman really wants to sell is himself; if the customer buys a car, he must also buy the salesman and the car he is selling.Or to put it more bluntly, the salesman was not an attractive product that afternoon!It's not that the car is not good enough, it's that the salesman is not good enough - he just opens his mouth to express himself, but forgets to close his mouth and listen to what the customer wants to express.

Why did God only give us two ears and one mouth?Perhaps, the purpose is to let us listen more and talk less.We often see many salesmen talking endlessly in front of customers, which is annoying in the end. Why do so many people forget to listen to others?

- I am eager to make a deal;

— I don't know when it's better to stop;
——If I stop talking, I worry that the client will divert attention;
——I don't know that you have to listen when you are selling.

It is the most basic marketing common sense to be good at listening to what customers say. Is it important for you or the customer?How can you go on and on and on and on and on?

Perhaps, we only remember to sell our products, and we only think about what to say and what not to say.As a result, the importance of listening to what customers have to say is completely ignored.

Most people who are just starting to do sales are timid. They are afraid that they don't know much, and they often don't know what to say, which leads to more silence.In order to avoid mistakes in front of customers, they have to keep talking, talking and talking, over and over again.

It was a sunny day and I convinced a lady to buy 11 endowment insurance for her 11 year old son.I didn't use any special skills in that sales pitch, and I didn't even say a lot.

Because her husband just passed away in a car accident, I patiently listened to her detailed description, and only comforted her a few words in the middle, and most of the time, I just expressed silence.

In the end, I suggested that she buy these insurances.In this way, even if she does not have a fixed income in the future, her child's education and future will not be unsustainable.

That time, the commission I got was my income for the past six months!

At that time, I didn't know how I made this list, and I didn't seem to do anything.Later, I went back to the company for a meeting where my supervisor explained to the other colleagues my technique for closing the deal.Until this time, I didn't know that silence has such a huge effect on a salesman.

A salesman who is good at listening will look directly at the other person when they are talking, showing that he is really interested, not only listening sincerely, but also devoting himself to it and responding in a timely manner.In fact, silence in listening is not a novel method.As early as 2000 years ago, the famous orator Marcus in ancient Rome?Cicero said: "Silence is an art, and so is eloquence."

Listening to people is actually an elegant art, but now, the art of "listening" is often overlooked by people - there are very few really good listeners.They think that because you have two ears, you must know how to hear, but this is not the case.

Expert statistics show that a person's speaking speed is roughly between 120 and 180 words per minute, while the thinking reaction speed of our brain is much faster.So in reality, we often encounter this situation: the customer has not finished speaking, and we already know what he wants to say through logical inference.At this time, what will happen?

We are full of curiosity about the unknown; but we are often not interested in the known.Therefore, since we already know what the customer wants to express next, our tense nerves are naturally relaxed.

And this kind of subtle psychological changes are often manifested in some absent-minded subconscious movements and expressions on our appearance, so that we turn a deaf ear to the next words of the customer.

In this way, when a customer suddenly asks some questions, if we just keep silent with no expression, or answer completely irrelevant and don't know what the customer is talking about, people will feel that we are playing the piano with the cow, and even think that we look down on him at all—even I don't even bother to listen to his words!
Let me ask, if the salesman leaves such an impression on the customer, is there any possibility of the salesman's sales succeeding?

Someone once asked Einstein the secret of his success. He said: "Success is X plus Y plus Z. X is work, Y is fun, and Z is shut up!"

One of the greatest figures listed "shut up" as one of the elements of success. Should we think of something?

When selling, we are not required to be eloquent all the time, because too many words will lead to mistakes.And if we keep our mouths shut and listen more to customers’ problems and requirements, they will feel respected and valued (only when they feel comfortable can customers pay for it), which is the marketing process. the golden rule.

Because people have a desire deep in their hearts to be respected by others.Success master Dale?Carnegie said: "Being an audience is often more important than being a speaker. Listening attentively to others is the greatest respect, care and praise we give to others." Many people think that their voice is the most important and beautiful, and Many people feel the urgency to express themselves, and in such situations, a friendly listener will naturally be the most popular person.

People who can "talk" are people who can "obedient"; salesmen who know how to shut up at the right time, stop and listen carefully are salesmen with "the best eloquence".If we want to make our expression more attractive and win the hearts of customers, we must first learn to listen. We must listen to the voices of customers with an open-minded and humble attitude, instead of only ourselves in our hearts!
No matter how beautiful the music is, it is meaningless to those who have no sense of music; no matter how beautiful the language is, no charm to those who do not listen attentively.

Listening is an art, and the most successful people are often the best listeners.Listening intelligently is like playing a harp: you need to pluck the strings to play the music, but you also need to hold the strings with your hands to keep them from making sound, and you need to adjust the frequency of the strings at any time as the melody progresses.

To become an excellent salesman, learning to listen is a top priority.In fact, effective listening can be obtained through learning. Let's look at some listening skills below.

First, show sincerity

(End of this chapter)