1 minute to grab the customer's marketing coup

Chapter 30 The Finale: Become the King of Marketing in 60 Seconds (1)
Customers are always right, but they can also be wrong (perhaps often).But in marketing, right and wrong are not important, what is important is the customer's feelings, which is to make the customer feel satisfied and happy.The same goes for rejections: rejections can lead to sales, if you handle them right!
As a salesman, we should remember this sentence: Sales start from being rejected!
If you master the stunt of turning customers' rejection into your own sales, you are the well-deserved king of marketing!

1.No relationship, no sales

Living in a society, we inevitably deal with all kinds of people.In this process, a resource that is extremely important to personal development will be gradually accumulated: contacts.In the American marketing circle, there is a popular saying: "A person's success depends not on what he knows, but on who he knows."

For our personal development, if professional skills are sharp weapons, then connections are the secret weapon.Professionalism alone, without connections, personal competitiveness means no pains, no gains, and everything has to be done by yourself; if you add connections, personal competitiveness will mean no pains, multiple gains, because there are a large group of people in the help you.

As the saying goes: A fence has three stakes, and a hero has three gangs.Developing and managing network resources can not only ensure that someone will help you in times of crisis, but also make your career flourish with the help of "more noble people".That's why some people say: network of people is the oil reservoir for career development.Especially in today's knowledge explosion, professional knowledge is updated very quickly, almost constantly.At this time, it is particularly important to have a constant network of interpersonal relationships.

Especially in China, because we Chinese attach great importance to the concept of "family", it has been a society of human feelings and relationships since ancient times-laws, rules, and systems, sometimes no match for the intricate "network of relationships".

In this situation, we must learn to use the inextricable relationship between "people and people, business and business, and people and business" reasonably for marketing, which is relationship marketing.

The essence of market competition is how to win customers' trust in the enterprise, so the main content of relationship marketing is how to establish a good relationship with customers - how to use the relationship to develop new customers and retain old customers.

Let's not forget the golden saying of marketing: Marketing is emotional first, then logical.

If you think you can close the deal simply by offering the best product, service or price, you're delusional.If 50% of your sales come from friendships, and you don't become friends with prospects (or prospects), then you've lost 50% of the market.

Transactions between friends do not require sales skills.Think about it, when you meet a friend or ask him for a favor, you don't need sales skills at all, just say it!Want to close more deals?You don't need more sales skills, but more friends.

Think about your best customers, why are they the best?

Isn't it because you maintain an excellent relationship with them?If you're friends with your best customers, there's usually no haggling involved when it comes to price and delivery time.And even when things go wrong, you can keep them because they believe in who you are.

Another great advantage of making friends is that competitors will be excluded.If the customer is your friend, even your strongest opponent cannot take him away.

Nothing could be more absurd than the belief that a call is a waste of time unless it is made, most salespeople think!People don't like to be sold, but they like to buy.So, you can't just sell your products as soon as you come up, but sell yourself first, build relationships with them, and become friends.Once you become a friend, you don't have to worry about selling your product, they will come to you to buy it - people tend to buy from people they know and trust.

Regarding the importance of "relationship" in marketing, marketing guru Jeffrey?Gitmer said:
Marketing earns relationships, not commissions.

If you make a deal, you get a commission; if you make a friend, you get a fortune.

In sales, if your purpose is to help customers, not just to complete the sales target, then you will definitely create the company's sales record.Help them grow, help them win, help them produce, help them turn a profit, and you'll win sales.

Likewise, your loyal customers will refer you to others, and they will be willing to provide you with testimonials.In this sense, old customers are the best "new customers".And once you have a loyal old customer, as long as you continue to manage your friendship carefully, he will not "give you up"-even if the price of other salesmen is slightly cheaper.Because the key to developing new customers is benefits, and the key to retaining old customers is feelings.

If you are alone, it can be concluded that you will not be able to get very far in such a competitive marketing market.Since relationships are so important, how do we build relationships and friendships with potential customers (or prospects)?
We have to take our time, relationships take time, and friendships take time.

A relationship isn’t built in a sales call or two, but what you say or do in a call or two sets the stage for a relationship .Your friendliness, your enthusiasm, your preparation (especially in terms of customer value) and your personality will determine whether or not your relationship takes root.

Build relationships and friendships with clients just like falling in love.You can't meet him (her) on the first day and marry him (her) on the second day - everything needs a process.This process may be short, or it may be long, but no matter what the result is, you must start from the present moment - make this call!
In the process of building a relationship, the more you give, the easier it is for you to win loyal customers and achieve sales (this is also the same as when you are in love: you can win your heart by giving your heart).However, the reality is that most salespeople are unwilling to do the hard work of selling. They are unwilling (or afraid) to make this uncertain call. They are afraid that their enthusiasm will be exchanged for their own money. cold water.

After reading this, if you think "I'm busy in sales all day, how can I have time to develop relationships", "I don't want to have a hot face and a cold ass", then I suggest that you better change your job, the sales line You certainly won't last long.

2.Build unbreakable relationships with customers

Through the introduction in the previous section, we already know: before we start selling our products, we must first establish a relationship with potential customers; the best way to win sales is to win potential customers first, because people prefer to start from friends Not a salesman to buy something from.

So, in order to build a relationship with customers, what exactly should a salesman do?

First, the skills of calling customers for the first time

Before meeting with customers, most of the salesmen's calls are for the purpose of finalizing an appointment.To convince a customer you've never met, a salesman should follow these four steps:
① Cut to the point within 15 seconds.

②Have a pleasant and humorous conversation.

③Know personal information about potential customers.

④ Finalize the appointment.

Building a relationship starts with getting to the point quickly.When calling the customer for the first time, the salesman should directly reveal his identity and state his purpose, so there is no need to ask falsely and obtrusively: "How are you today?" Just say your name, the company's The name and how the salesperson can help the prospect will do.

Once this is done, there will be a sense of relief on both sides.Because the potential customer already knows the purpose of your call, he already has a rough guess about what you are going to say next.If the prospect doesn't hang up immediately after learning it's a salesman, it's a sign that he seems a little interested in what the salesman has to say.

Next, the salesman can start to build a relationship with the other party and finalize the appointment.

Note that we should use humor at least once or twice during the conversation (but don't push it too hard, the client will feel contrived and uncomfortable).People like to have a good time, and a 10-second joke is more helpful than a 10-minute sales pitch.

During the phone call, we listen carefully to grasp important information about the customer.Generally, it only takes us a few minutes to understand a prospect's mood, personality, and hometown.So every time we make a phone call, we should pay attention to the accent of the other party in order to determine where he is from.And if we happen to have been to that place before, or if we are from his hometown, we have found an excellent common topic.

In the process of making a phone call, we must also be good at observing words and distinguishing sounds to understand the mood of potential customers at that time.If the other person's answer is short and curt, then we can just say: "I think you must be busy (or 'Is it not convenient for you to answer the phone now'). I think we should choose a more suitable time, then I will I'll call you again." That way, the customer won't get offended and will make a good impression, which will put us in a better position to call next time.

Second, remember the customer's name
Remembering the customer's name, does that work too?
Of course it works.

Andrew Carnegie was honored as the "Steel King", but in fact, he didn't know much about the production and manufacture of steel. He had thousands of employees, all of whom knew more than him.But why has he been able to achieve such great success?
Because he knows the importance of "name", which is an important reason for his wealth.As early as the age of 10, Carnegie had already realized that ordinary people value their names, and he also won the help of his classmates with this discovery.

When he was a child, Carnegie raised two rabbits himself, and loved them very much.Later, the two rabbits gave birth to a litter of little rabbits, and Carnegie was very happy.But the problem also came along, he didn't have so much money and energy to raise these little rabbits, what should he do?

The clever Carnegie had an idea. He went to school to discuss with some classmates in his class, saying that as long as anyone is willing to donate enough carrots and vegetable leaves to raise rabbits, he will name the bunny after that person.

This trick worked surprisingly well, and Carnegie firmly remembered this lesson.And decades later, Carnegie earned millions for himself by virtue of this "philosophy".

Once, he wanted to sell steel to Iger, the director of the Pennsylvania Railroad?Thompson, so he built a magnificent factory building in Pittsburgh, and named it Iger?Thompson to name the plant.So, when the Pennsylvania Railroad needs to buy more rails, who will they buy steel from?

Another time, in order to bid for the sleeping car project of the American Pacific Railway Company, Carnegie and another steel company headed by Boorman both launched an offensive.They lashed out at each other's weaknesses and slashed prices so hard that neither was profitable.

Later, the two met unexpectedly in a big hotel in New York, and Carnegie immediately stepped forward and said with a smile: "Mr. Boorman, don't you think we are killing each other by doing this?"

"I know that's true, but it's a mall, so what else can you do?" Mr. Boorman asked.

When Carnegie heard the news, he immediately proposed to him a plan that was beneficial to both parties—jointly establish another steel company, jointly take over the business, and share the profits equally.Mr. Boorman listened for a long time, seeming to be quite scrupulous, and finally he asked: "Then what do you plan to call this new company?"

Carnegie replied without hesitation: "Just name it 'Bulman Luxury Sleeper Company'! What do you think?"

When Boorman heard this, he opened his eyes wide and said with great interest, "Come on, come to my room, and let's have a good discussion!" It was their discussion that resulted in the writing of the most important page in the history of American industry. .

One of the secrets of Andrew Carnegie's good leadership is this good habit of respecting and remembering the names of others.He has always been proud that he knows many subordinates and can remember their names by heart. He even threatened that if he personally led the workers, the strike would never happen.

Dale Carnegie, a master of success, once said: "For a person, his name is the most familiar, sweetest, and most wonderful voice. It is the most obvious, simplest, most important, and most able to get others in communication. The way to have a good impression is to remember other people's names."

(End of this chapter)