1 minute to grab the customer's marketing coup

Chapter 32 The Finale: Become the King of Marketing in 60 Seconds (3)
Marko, who teaches "Marketing and E-commerce" at the European Business School?Professor Schmel said: "Top salesmen do not rely on exaggerating product performance to attract customers, because what they care about is not trying to sell the product immediately, but retaining customers. Successful salesmen pay special attention to establishing word of mouth, so that Customers are happy to recommend themselves to others. In the long run, whoever is dishonest is ruining his own future.

"Just as reputation is the foundation of a company's survival, honesty is a powerful guarantee for a salesman to obtain continuous orders and success. 'One-off sale' is harmful to both the salesman and the company."

The price of dishonesty is often huge. A person who can speak well but has a wicked heart can persuade many people to buy inferior or even useless products at high prices, but the resulting losses are three aspects:

The customer loses money and also loses the trust in the salesman; the salesman not only loses his self-respect, but may also ruin his entire sales career because of this temporary gain; as far as the whole sales are concerned, the loss is reputation and public trust in it.

Honesty is the foundation of sales.Jeffrey?Gitmer said: "The hypocrisy of salesmen is like the skunk in the bedroom. It can't escape people's eyes, and both are disgusting!"Selling your character to your clients is, in effect, selling your honesty to your clients.Honesty is not only the best strategy but the only one that works to make a successful deal.

It is not necessary to have a solid tongue in sales. Only by boasting about the product will it be successful. Honestly telling the shortcomings of the product will sometimes make the product more attractive and win praise and trust.And in the after-sales service, if the customer complains, you also have a step down, because you have already made a statement.

If you treat your customers with sincerity in your sales work, then your business will be more likely to succeed and last longer.Because sincere service will make customers trust you more, and they will come to you again next time they have business, and even take the initiative to introduce business for you.

Honesty, another meaning is to keep promises.

Salesmen often dispel customers' concerns by making promises to customers, such as promising to bear quality risks, ensuring high-quality products, and guaranteeing compensation for customers' losses; promising to provide customers with preferential treatment in terms of purchase time, quantity, price, delivery date, and service.But my suggestion is: it is best not to make too many promises, to consider whether your promises are in line with the company's policies, and not to write empty promises!

And once you make a promise, you must deliver on it.If you make random promises in order to win a temporary deal, the result is bound to lose the trust of your customers.

Of course, being honest doesn't mean you can't lie a little bit in your sales pitch.Marketing "allows lies", this is the principle of "white lies" in sales.But sincerity is the best policy, and it's the best strategy you can follow.But a strategy is not a law or a rule, it is just a tool that you use to pursue the best interests at work. Therefore, there is a problem of "degree" in honesty.

Sometimes it is necessary to tell the truth in the sales process, one is one, and the other is two. Telling the truth is often good for us, especially what we are talking about is something that customers can verify afterwards.No salesman in his right mind would sell a customer a car with six cylinders and tell him he bought a car with eight cylinders - just lift the hood, count the distribution wires, and you're dead deal!

A "white lie" refers to a lie that:

If a customer comes to see a car with his wife and son, we can say to him: "Your son looks really cute!" This kid may be the ugliest kid ever, but if you want to make money , you have to say that.And when you do it, customers will love to hear it even though they know you're not telling the truth - who doesn't like people praising their kids!

A few compliments can make the atmosphere more pleasant, and sales will be more likely to succeed, so we must be good at grasping the relationship between "honesty" and "flattery".

We can even tell a little fib when necessary.Being honest with customers can sometimes cost you business for nothing.

For example, as a car salesman, if a customer asks you, "How much is my 1997 Santana worth?"

You look at his old car and say rudely, "Is that the kind of car?!"

If this is the case, then you must be finished.In fact, at this time, we can tell a little lie very cleverly, telling the customer that a car can drive 12 kilometers, and his driving skills are indeed superior.These words are sure to please the customer and thus win him favor.

Honesty means asking salesmen to explain their products truthfully and fulfill their promises, instead of being stubborn and saying everything straight.Sometimes it is necessary to give customers a little "false" praise appropriately.Even if the customer knows that what you said is polite, he will be very happy. After all, it is out of respect for him.

3.Don't make excuses for failure, only make excuses for success
What kind of person is a salesman?
Those are people who "enter thousands of houses, look at thousands of faces, guess thousands of people's hearts, and speak thousands of words". Marketing this bowl of rice cannot be eaten by just one person!

It is very difficult to actively sell things to others (who wants others to take money from their pockets): when you introduce your products to customers with enthusiasm, and take the trouble to explain the functions and uses of products to customers Sometimes, people may not be interested at all, either flatly rejecting or showing disdain.That cold attitude makes you feel as if you have arrived at the Antarctic, so you may blush, feel sad, and leave in embarrassment...

When meeting a salesman, why do many people immediately put away their smiles and put on a cold and heartless face?When a salesman sells a product, why is it so easy to be rejected by the customer and be turned away by a full stomach?

Rejecting a person (when a customer rejects your product or service, he is actually rejecting you as a person) does not require any reason.Or rather, one can reject a person for any number of reasons:

I don't need this product at all;
I don't think I have such a need now, and I will contact you when I need it in the future;
Although I want to buy, I don't have enough money in my pocket;
I don't know much about you or your product;

I'm too busy right now to talk to you in detail;
I can't say enough about that tie you're wearing (we won't say it, but that's what we're thinking - the salesman is a turnoff);

Didn't you see, it's raining, and my mood is really terrible;

I have nothing against you and what you're promoting, but I just don't want to buy your stuff;
……

All in all, customers can use any reason (even unreasonable) to make the salesman disappear from their eyes.And many times, these reasons are often just an excuse to evade, not the real reason why the customer rejects the salesman at all.

So why on earth would the salesman be rejected?

Use the method we have mentioned before to observe carefully.As long as we observe with our heart, the "reason" is self-evident, and you can definitely feel it.

There are also times when customers refuse without any reason or excuse. They adopt a "conditional reflex" rejection: as soon as they hear that you are a salesman, they immediately reject you psychologically, no matter what you are selling. products, and it doesn’t matter what kind of person you are.

This is because with the development of the market economy, there are more and more salesmen. They come to sell products all the time, day and night, which seriously disrupts people's normal work order and makes people feel unbearable.Therefore, when many people hear that the person is a salesman, they refuse without thinking.There are also some units that do it more simply: they hang a "free battle sign" at the gate of the company-"salesmen are not allowed to enter".

There is another kind of people who have strong self-awareness and are always unwilling to follow other people's orders. If you say "yes", they will say "no". The more you persuade them to buy, the more they will not buy.This rejection is a human instinct, a sense of self-protection.

In short, there are thousands of reasons for customers to reject you, but there is only one reason for agreeing with you: he needs your product or service now (the actual situation is often that, after your persuasive sales, he starts from "I don't need it at all, Don't fool me" becomes "This stuff is so good, why didn't I meet this salesman sooner").

First, the "pin" should be "pushed" hard

For most salesmen who have just entered the industry, their biggest fear is "being rejected by customers again".Once rejected by customers, it seems that their fragile self-esteem has been greatly hurt, they are ashamed, extremely frustrated and disheartened.

There are many people who can't bear the psychological pressure brought by rejection, can't pass the "embarrassment" and "losing face", and retreat from the front line of marketing within a few months after entering the industry.Only a very small number of people, because they had no way out, had to bite the bullet and survived, and passed the difficulty of "sales must be rejected".From then on, not only was he not afraid of rejection, but he also tried every means to fight tenaciously against rejection, and even turned "rejection" into sales.

Is it so sad to reject this hurdle?
In fact, looking back and thinking about it, if the products we sell are sold out by customers without any effort, then why use us as salesmen? !
Products that need to be marketed are often difficult to sell.The word "push" vividly expresses the need to "force" when selling.Just like the saying that salesmen often say: "You need to push hard to sell, but even if you push, you may not be able to sell!"

Sales without rejection are not called "sales". In other words, "sales" must be rejected; "sales" and "rejection" are inherently related.Being rejected is a part of the sales career, whether you like it or not, as long as you are still in this business, it will never leave and walk with you forever.

Being rejected is certainly a painful experience, but is the pain worthless?

Some people say: the price of wisdom is contradiction, which is a joke made by life on the outlook on life.It sounds like a postmodern "deconstruction", but it's not unreasonable.Consummation, of course, is beautiful; shortcomings, but not necessarily not worth cherishing.Without bitterness and loss, how would we know how to cherish it?Without pain and hesitation, how can we start thinking about life?

Only those who have experienced hell-like torture can have the power to conquer heaven; only bloody fingers can make the last sound of the world.

If there is really no cold face and irony, no avoidance and rejection, perhaps, the value of the salesman's existence will be lost.It is precisely because the competition is very fierce, and it is precisely because customers are difficult to get, that we can always maintain strong energy and strong competitiveness in our careers, and therefore we can radiate more vigorous vitality.

A salesman who has never been rejected will never become an excellent salesman; those first-class salesmen must be salesmen who have gone through countless "rejections" and grown up in the "fire of war".Because they know that the best teacher in the world is their accumulated experience.And experience, all come back after bumping into a wall!
And the most failed salesman is the salesman who believes that he has no ability, and finds various excuses for his failures again and again-they only know "to find excuses for failure", and never know "to find reasons for success".

Second, redefine "deny"

The client said: "I refuse!"

What does it mean?Is it to show that he has no interest in your product?Or is this just a delaying tactic, an excuse?Do you see the difference when a customer says "no" to you, and he doesn't actually say "no" but "no now"?

Most of the time, customers do not reject you, but reject the conditions you offer.As the saying goes, "the picky one is the buyer", and the refusal may just show the customer's interest.If the customer doesn't even bother to express "rejection" to us, then we really have no way to start.

In fact, the real rejection of customers is rare, and most of them are just a kind of excuse.The reason they don't want to say no directly is because they don't want to hurt your feelings or feel embarrassed to tell you the truth.For example, if he really wants to buy your product, but he really has no money in his pocket, then he will definitely not say "I have no money to buy" when he rejects you.Saying this would make him feel ashamed.And those customers who tell you "I don't have money to buy" must have money in their pockets.Saying this will give him an inexplicable sense of superiority (I'm rich, but I just don't buy your stuff).

Since it's far easier and less worrying to tell you an innocuous lie than to tell you the truth, of course they're happy to do so.Human psychology is extremely complicated (for example, sometimes we will be inexplicably hot-headed and buy some "inexplicable" things to go home, even we ourselves don't understand why we do this), so in the face of your trivial sales When they are recruited, they will definitely take the easiest way-send you away!

The reasons why customers reject salesmen generally include the following:
(End of this chapter)