1 minute to grab the customer's marketing coup

Chapter 29 Promotion: The Art of Silence and Expression (3)
Marketing is the art of communication, so we must pay special attention to the choice and expression of words.It is very important to pay attention to what to talk about. If you can feel the important words you choose in advance, and rehearse your identity and the person being lobbied, it will help you achieve the best sales effect, and it is also easy to communicate with customers. Create intimacy and trust.

So, how to express in marketing conversations will be more effective and conducive to communication?

Number one, infect him with your passion
I once met a salesman who was pitching me their company's giveaways and PR stuff.As soon as he started talking, I knew right away that I wasn't going to buy anything from him - he spoke slowly, languidly and without enthusiasm, and didn't care about my real needs at all.

A successful pitch should be like a good TV show:
Have a good sound.If the sound of the TV is not good, the audience's hearing enjoyment will not be good; if the sound control of the TV is not good, the sound effect will be bad, and the volume may be too loud.It's like a salesman, if the salesman is too aggressive, or talks too much, and the voice is too high, the customer will be scared away.

On the contrary, if the host's explanation is too slow or lacks enthusiasm and appeal, the audience will also feel uninterested.Like laughter, enthusiasm can be contagious, and your words, expressions, and how you feel about what you do can affect customers—your enthusiasm for your employer, your work, or your product can be expressed through your tone of voice. passed on to others.

If the salesman is eager, engaging, and energetic, even an ordinary presentation can be turned into an entertaining show, and the customer's interest will be high.Our enthusiasm moves customers to respond politely and to notice the products we market.

I remember a successful businessman I know once said: "I hope that the person who sells to me will behave and talk properly. If he can't do this, I will never meet him!"

In fact, whether a customer visits you or you go to visit a customer, your clothing, appearance, speech and behavior, as well as the enthusiasm you show, will affect the other party's trust in you.In many cases, we not only need to use words to express our thoughts, but also know how to use the tone of speech, facial expressions and gestures to render the thoughts we express.Because, in order to succeed smoothly, what you have to do is not only to make others understand what you mean, but the key is to infect him with your own passion!
Once you have this art of persuasion, the other party will be very happy to cooperate with you.

Second, customers are not meant to be "eliminated"
Almost all salesmen believe that in all sales-related links, the most difficult thing is to communicate with customers.In fact, the reason why successful communication is difficult is that each other has different environments and positions.

We can see such slogans in many salesman training occasions: customers - your opponents.

Think about it carefully, is this view correct?Opponents are used to defeat and eliminate them. It is an honor for you to kill the enemy bravely on the battlefield, but defeating customers in the business field is a disaster for you!
In fact, real marketing is gentle and not murderous.The customer also wants to be the winner of this transaction, so you should give full play to your communication skills with the other party, face the customer with a respectful and friendly attitude, and at the same time let the customer fully feel the efforts you have made for him.

Any business can only maintain long-term business relationship if there is a win-win situation. This is a very simple common sense, but salesmen make this mistake again and again every day.

Third, show your good self-cultivation
In addition to communication skills and attitudes, the personal cultivation of a salesman also determines whether he can communicate well with customers.I have met such a very uncultivated salesman.

While we were talking, he actually spit behind the office door like no one else!My affection for him disappeared in an instant.

In order to respect him, I didn't show any expression of blame, but just reminded him to pay attention to hygiene.Unexpectedly, after a while, he actually picked up a piece of tablecloth under the table and wiped his dusty shoes.I couldn't bear it any longer, and immediately invited him out unceremoniously!

You can imagine that if a salesman spit, throw paper scraps, use other people's things at random in your office, would you still be in the mood to continue the conversation with him?
Fourth, pay attention to your tone and tone of voice
When making a marketing visit, the tone and tone of the salesman's speech is also the key to determining whether effective communication can be formed in the end.The Greek philosopher Socrates said: "Please speak, so that I can see you clearly." Human voice is the expression of personality, and the voice comes from the inside of the human body, which is a kind of inner confession.The words follow the sound, the tones are hidden in the words, and the tones contain emotions.Many salesmen can speak eloquently, but they can't convince customers, the reason lies in the tone of their speech.If a salesman's tone reveals fear, hesitation, and lack of self-confidence, it is doomed from the beginning.

A person who is as quiet as a virgin often has a low and gentle voice, and so on, the voice can really reveal a person's true colors.If your voice is soft and calm, it is easy to attract customers, because no one wants to hear others yelling around them.

Mastering communication skills can effectively persuade customers, and the so-called communication is an art of convincing others.

Fifth, show your enthusiasm
Most salesmen know the importance of enthusiasm, but they don’t know how to make good use of it in most cases. Some people always tend to hide their enthusiasm because of their personality (the personality is relatively reserved and not good at showing their emotions) .And if you are not a very enthusiastic person by nature, you always feel that you have nothing to say every time you meet a stranger (for example: we are not familiar with each other, what is there to talk about), so you always cherish words like gold, and often give the first The person who saw me for the first time had a feeling of repelling others thousands of miles away. Now that you are a salesman, it will definitely not work to be as arrogant and cold as before. What should you do?Can this character be changed?

Although it is said that "the country is easy to change, but the nature is hard to change", but the character is always gradually developed in the environment.The so-called "habit is second nature", many things can be changed through acquired efforts.The sooner you force yourself to express your hidden passions, the sooner you develop the habit and the sooner you get closer to your customers.

I was also intimidated when I first started selling products, in fact I'm a very introverted and shy person.And when a person is both shy and fearful, it is impossible to be too enthusiastic.

But I know that if I want to do sales, I have to overcome this "weakness" (generally speaking, introversion and extroversion are not good or bad, but for a salesman, it is easier to follow the salesman if he is more outgoing. Effective communication with customers) - because, "I want"!
Having said that, I think of a very interesting thing.

Once, a reporter interviewed the famous American basketball star "Hua Hua Tai Sui" Dennis?Rodman (known as the "King of Rebounds", the prototype of the Japanese anime "Club Master" and the right-hand man of "Ball God" Jordan), roughly said: Look at you, you look like you have been run over by a truck hundreds of times , Why is it that you are the one who grabs the most rebounds?

Rodman replied, "Because I was trying so hard to get that damn ball!"

This is the real secret of success - enthusiasm.

If we really like what we are doing now, pain is also happiness!In fact, many times, we dare not take the first step. Perhaps, it is not because the goal is out of reach, but because our eyes only see the countless hardships and hardships under our feet, but we do not see the lighthouse ahead.

Enthusiasm is one of the necessary conditions for a good salesman.And it takes more than proactive posture and gestures to show your enthusiasm, we also need to have an "expressive" voice.Sometimes, sound is more important and more contagious than gestures (scientists have shown that compared with other senses such as sight and taste, our sense of hearing is the most acute), we must make good use of this.

To have "expression" in your voice, we need to keep inflections when we speak.In the process of explaining the product, you must deliberately emphasize some key words. Even if you are only answering the simplest questions from customers, you must let your voice convey your enthusiasm.

Once, Ross and his wife were out shopping, and they wanted to buy a window air conditioner.

In the first store, the clerk just told them many makes and models, and also explained the different prices.They asked him what was the difference between two very similar models.

The clerk said, "Actually, the functions of these two air conditioners are exactly the same, but one of them is a famous brand, so it is more expensive."

After a few minutes, the clerk said "sorry" and just talked to the other companion, leaving them alone.Ross never buys from boring people, so they leave here and go to another store.

A clerk at another store asked with a smile on their face what the room with the air conditioner looked like.He said this is very important, because different models have different levels of noise, and the same model cannot be used for both the kitchen and the bedroom.Then the clerk asked how big the room was, so that he could decide what power model to buy.

At this time, Mrs. Ross asked: "If there is a fire nearby, will this model withstand it?"

The clerk must have rarely encountered such a strange question, but he answered it quickly and skillfully without using any "proper nouns": "Madam, when you go out at night and forget to turn off the light, There is no problem with this model.”

He is a salesman who is both enthusiastic and understands the psychology of customers, and everything seems to be under his control.Although he was selling slightly more expensive items than the previous one, Rose finally made a deal with him.

It should be noted that when you show enthusiasm, you must be sincere, and you must not bluff, which will make people feel fake and emotionless.

In order to increase your enthusiasm, you can also emphasize certain words in the process of explaining the product.This is the very important "emphasis" technique when doing product presentations.Using "emphasis" will make your words appear more contagious and persuasive, and the same word will have different effects in different situations.

For example, the sentence "We guarantee one-year service", when saying this sentence aloud, if you emphasize the word "we", it means: you can get the best service from "our company", but I don't know other Will manufacturers do this?
If the word "guarantee" is emphasized, it means: I will "definitely" be responsible to the end;

And if you want customers to sleep peacefully all night without worrying about after-sales issues, then you must emphasize the word "service";

If you want to emphasize the duration of guaranteed service, say the word "one year" out loud.

Sixth, the philosophy of expression
In a public event, a marketing guru was asked, "What line of business are you in?"

If you were asked, how would you answer?I think most of you will confess with a big smile: "I'm a salesman." Then wait for the next one.Think about it, if you answered this way, how would people react?A few perfunctory words at most.

And the marketing guru replied: "I buy life insurance." Such an answer will arouse people's curiosity.

"What? Buy life insurance?"

"That's right, I buy life insurance for my clients at the best price, do you want me to buy it for you?"

This is the philosophy of expression. The marketing master's answer is not only attractive in its own suspense, but also more impactful and easier to be accepted by the other party.

(End of this chapter)