1 minute to grab the customer's marketing coup

Chapter 28 Promotion: The Art of Silence and Expression (2)
Listening to other people's conversations will always consume your time and energy. If you really have something that you can't listen to, then you should directly bring it up (of course, very politely).It's a much better feeling than the inevitable desertion that you're forced to listen to or pretend to listen to.To listen, we must listen sincerely, which is good for ourselves and others.

So we must sincerely listen to the customer's conversation, and don't pretend to be interested.Because what he said to you will be felt through your expression, if you don't respond appropriately to his words, he will completely lose interest in you, so your sales will come to nothing.

To listen effectively, there are two big rules that we must follow in order, otherwise, you are not an effective listener.

First, listen with the purpose of understanding the customer.

Second, listen with the purpose of answering customers.

Second, be patient
This is reflected in two aspects:

One is that other people's conversations are usually related to mood, so they may be scattered or chaotic in general, and their viewpoints are not so prominent or logical. At this time, you should encourage the other person to finish speaking, so that you will naturally You can understand the whole meaning of the other party.Otherwise, it is easy to comprehend and put forward opinions presumptuously.

The second is that other people's views and opinions on things may be unacceptable to you, and may hurt some of your feelings. You may disagree, but you should try to understand other people's moods and emotions.Be sure to listen patiently to the end in order to achieve the purpose of listening.

So don't show rejection when the client speaks, it's a stupid thing to do.When you feel that the person in front of you speaks "very poorly" or "his room is messy", etc., even with a smile on your face, the customer will still feel your rejection.If this happens to you, it may be to your advantage to change the subject.

Third, avoid bad habits
Listening to the other person is telling the other person: You are important to me, and what you say is also important to me.Your concentration can boost the speaker's self-esteem, confidence.

Therefore, when the customer starts to speak, don't interrupt his conversation arbitrarily, don't try to join the topic or correct him, don't be distracted to guess what he will say next, and don't think about how to find out the mistakes in his words , so that you can fight back, and don't interrupt unless you are sure the customer has finished speaking.

Desperate, randomly interrupting the customer's conversation, or taking the opportunity to divert the topic of the conversation to one's own affairs, doing two things with one mind, adding one's own point of view to make comments and expressing one's position arbitrarily, are all acts of disrespect for the other party.This is worse than not listening to the customer and must be avoided.

Fourth, inspire clients with positive body movements
Talkers often want their experiences to be understood and supported, so the salesman can use some body language in the conversation to show his interest in listening, you can do this:
Look intently into the client's eyes to show your concentration, but don't stare at him.

Lean closer to the client to find the best distance that makes them feel comfortable.

Smile, nod, frown, etc. naturally as the conversation goes.

But we should avoid such actions: crossing your arms tightly in front of your chest, looking around, looking down at the ground or looking up at the ceiling. Or be defensive about him.

Fifth, avoid being influenced by prejudice and keep an open mind
There are two big obstacles to listening:
One, you already have an idea or something you want to say before you start listening.

Second, you have made a decision before you start listening or listen to the whole story.

We are often bound by ego and desires, do not feel the real world, and never really communicate with others.For example, if you like a person, it is easy to accept everything he says without thinking; conversely, if you don't like the person who speaks, your reaction will also be unobjective.

Therefore, when listening, don't erect a "fence" or put a "filter" in front of yourself. If you have preconceived ideas, or only hear what you want to hear, you will never be able to understand what you are saying. what the reader wants to convey.

Resistance and defensiveness are the biggest obstacles to listening.Listening requires relaxation, and the relaxation of the mind is defenseless.Be confident, relax, empty yourself, and let the sounds flow naturally into your peaceful mind.

If we listen attentively, the physical, psychological and spiritual levels will be highly concentrated.In this way, we can not only hear all the information in other people's words, but also "hear" the reaction caused by these information in our own hearts. This is the best state of listening.

Sixth, work to eliminate distractions caused by the environment or behavior

Good listeners try to actively control the environment as much as possible, such as arranging more important conversations in a place away from telephones, loud noises, or mountains of official documents.

We can do this: before listening, calm down your thoughts; put aside the work at hand and think about the purpose of the conversation; remove things that easily distract you; don't scribble on your notebook.

Seventh, ask questions in a timely manner to help customers express their views clearly

We can use language to encourage customers, such as "um", "that's interesting", "really", "interesting", etc., to show that you are listening carefully, or ask questions at the right time to help each other clarify points.

The tone of the question should be unhurried, and try to use open-ended questions to draw out the feelings of the other party.For example: "I've noticed that you seem a little angry, why?" or "I've been frustrated when this happened to me in the past, how do you deal with it?"

We should pay attention to when asking questions, ask more questions that you should know but the customer did not mention.People who don't know how to listen usually think that something that hasn't been mentioned means that there is no problem; while people who know how to listen, although they may hear news they don't like, they can find out the truth of the matter.

Eighth, be good at understanding the implication

We Chinese tend to be more reserved when speaking, and we don’t speak so bluntly and superficially—the so-called "do not show your feet, walk an inch, smile without showing your teeth, and do not show your chest."Why do Chinese people often express their intentions in a roundabout way rather than directly when they want to express their intentions?It may be because of the long history, there are naturally more rules accumulated over thousands of years.

In this way, when we listen to customers, we especially need to carefully comprehend and delve into it.People who can't hear other people's implication are often referred to as "non-sighted children". They will be regarded as lacking life experience and ignorance of the world. Such examples are very common in life:
The wife is going shopping at the mall on Sunday, and she will say to her husband: "What do you do on Sunday? I want to go shopping at the mall." At this time, the husband must understand his wife's intentions, and she wants you to accompany her go.If you brush aside her words and go about your business with a grunt, the whole family can become tense.

As a salesman, we should pay more attention when we talk to the leader, the leader's language is the most speculative.For example, not long after you arrived at a company, the leader came to talk to you: "You have achieved a lot of results not long after you joined the company, and you are very talented in marketing! What are your plans for the future?" This seemingly easy sentence has a deep meaning, This is to examine your work mentality.You can't be too casual when answering, or you may ruin your career.

We all have ears, and we all have a sense of hearing physically, but in fact, understanding the true meaning of what the other party expresses is a university question.In life, there are often many people who cannot hear what others are saying to him at all, because he lives completely in his own world-when the "self" is too full, it is difficult for external information to enter the brain.

Ninth, learn to listen selectively
Asking and watching are relatively easy, while listening is more difficult, but the difficult one is often the most important.

When communicating with customers, if the chat is speculative, then you may talk for a long time.But people's energy is limited, and you can't keep 100% of your attention throughout the conversation, especially when communicating for a long time.Therefore, you must learn to listen selectively.

What content to choose?How to choose?
Listen to the first thing the customer mentions or alludes to
When answering other people's questions, the first question that is said often best reflects a person's thoughts.Because when talking, people usually get to the point first.

Listen to the tone of the first responder

You can understand the urgency and importance of customer needs through tone of voice, and the size of gestures and voices reflects his enthusiasm.

Listen to his decisive answer without thinking

It's as real and reliable as the knee jerk reflex.

listen to lengthy explanations or stories
Some of these details are usually useful.

listen to what he repeats
Things that were said over and over tended to take precedence in his mind.

Listen for emotional responses

This refers to something he says with passion or in a strange tone.

Tenth, the principle of listening

Finally, we look at some principles for effective listening.This helps us to maximize the use of the ten listening skills mentioned above to achieve the purpose of improving listening efficiency, reducing mistakes, winning customer satisfaction and achieving more sales.

Don't interrupt the customer's conversation

After asking a question, the salesman should remain silent and listen carefully.The salesman should focus on the customer's answer, not on his own train of thought.

Prejudice can mislead the information you hear, don't be subjective when listening.

Use eye contact and interjections to show that you are listening.

Don't rush into an answer until you've listened safely to the customer.

Listening must be purposeful, be good at capturing details, and draw conclusions from them.

Make sense in the process of active listening, meditating or taking notes in your mind.

Listen to the overtones.Implicit meanings are often more important than explicit meanings. Note: the tone of voice often reveals the implicit meaning a person is trying to convey.

Take time to think during breaks or pauses in speaking.

Digest what you've heard (and, of course, implied) before answering.

Ask questions to make sure you fully understand what the client is trying to convey.

Demonstrate with action that you are listening.

If you think about it, think about how to solve the problem, not how to cover up the mistake.

Don't be distracted.When talking to a client, turn off your phone and concentrate—either all standing or sitting, so you can talk face-to-face.

There are many skills to being a good listener (and what we've listed here is just a small sampling of them), but the most important one is knowing when to shut up—to keep silent.

2.Marketing is the art of communication
A salesman went to a residential area to sell products and saw an elegant old man, so he stepped forward and asked, "Master, what are the main occupations of the residents here?"

Hearing this, the old man replied slowly: "Master is old and doesn't know anything!"

The frustrated salesman heard the undertones, but he didn't understand what the problem was.

It turns out that this is a community where senior intellectuals live. They are accustomed to accepting the titles of "teacher" and "professor", and they don't like the title "master", let alone "old" master.Therefore, the failure of this inquiry was attributed to improper address and improper language skills.

(End of this chapter)