1 minute to grab the customer's marketing coup

Chapter 33 The Finale: Become the King of Marketing in 60 Seconds (4)
I never buy on impulse, so I need to think about it.

Our budget has been blown.Or, you see, my business is not doing very well right now!
I need to discuss this with my partners (leadership, family).Or, procurement is generally handled by the company headquarters, so go find them.

I haven't made a purchase decision yet, let's get back in a few months and I should be ready by then.

We already have a satisfied supplier.

Your price is simply too high.

Now, the crux of the matter is: finding the real reason we were rejected.Why on earth would customers turn us down?
Customers still have doubts or unanswered questions (many times, this happens because of our poor salesmanship).

Although the customer intends to purchase, he still needs further confirmation, hopes to get a more favorable price or needs the approval of a third party.

Customers really don't want to buy.

Therefore, when we haven't fully grasped the customer's situation (whether he can afford the money, is he a real decision maker), we haven't understood the customer's needs (whether he really needs the products we sell), and we haven't followed up with When customers have established a good relationship of trust, our product presentation is not convincing, or we fail to plan ahead and deal with rejection strategies, we are likely to encounter "Waterloo sales".

Knowing the real reason for being rejected, how should we treat the rejection and turn the customer's rejection into sales performance?

4.Sales, starting with being rejected

Joe?Girard said: "As a salesman, whether you are a salesman selling daily necessities or a manager talking about a big project, you have to face many problems. For example, you are full of enthusiasm, but you are ruthlessly rejected by customers; The customer, the business was not negotiated, and he was angry; after a long and arduous follow-up, when the contract was about to be signed, there were side effects, and the customer signed a contract with our competitor... At this time, what should we do? Complain? Back off? If so, stop doing it as soon as possible!"

As a salesman, we should know that every sales step from market research, approaching potential customers, product introduction, demonstration operation, making suggestions to signing contracts, customers may raise objections or even reject us.Therefore, the more we know how to deal with rejection, the more we can calmly and calmly solve customer objections and resolve rejection, the more we can remove the barriers between us and customers, the more we can narrow the distance between us and customers, and the closer we are to the customers. The deal is one step closer.

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!
First, changing attitudes is key

In the Internet age, we receive a large number of emails every day, many of which are advertising emails.For example, advertising emails from Zhaopin, Jiayuan, and Dangdang.com.The advertising emails we receive, whether they're solicitations, business coupons, or catalogs, are all for one simple purpose: to sell something.

Will you take the time to read these overwhelming advertising emails?

When you learn that mailings only have an average response rate of 1% (that is, only one out of 100 advertising mails leads to an actual order, and the remaining 99 do not bring a penny of revenue to the company), you may think: Surprised how low the probability is.And since the advertising emails all contain a lot of color pictures, the cost is relatively high.So, if this is the case, why are there still so many companies doing E-mail marketing?
The answer is simple, as long as you order once, you are likely to order again when you need other products in the future.Businesses will work hard to maintain their relationship with you and hope you will order more.

It can be said that the success rate of E-mail marketing is very low, but why not our marketing!

According to the survey, the potential customers of the products that usually need to be promoted only account for about 1% of the total target number.Looking for these 1% "friends" in the vast crowd means that the number of times we encounter rejection may be 99 times!
As a salesman, it is inevitable to be rejected by the target audience in the sales process. It is a very normal and common thing. The key to the problem is to change the attitude - how to deal with rejection.

Most salesmen who are new to sales have a negative view of rejection, and feel frustrated and fearful of too many rejections. However, for an experienced salesman, he can experience rejection from another angle. , revealing another layer of meaning contained in it.

From the customer's refusal, you can judge whether the customer has a need.

From the customer's rejection, you can understand the degree of customer acceptance of the product, and you can quickly modify your sales tactics.

From the customer's rejection, you can get more information.

This meaning of "rejection" is the best proof of "sales begins with the customer's rejection".

Hara Ippei, a Japanese insurance salesman known as the "God of Sales", was once rejected 80 times by a customer, and he succeeded only on the 81st visit, and this customer eventually became one of his most loyal customers.Japan's "King of Sales" Saito Takenosuke once sold corporate insurance to Isuzu Motors, and it took him more than 3 times of hard work for three consecutive years before he won the long-awaited order.

It can be said that no matter how successful a salesman is, he will also be rejected by customers (it is not normal if he is not rejected). The problem is that excellent salesmen think that being rejected is common and normal, so they develop a habit of being rejected. Tolerance, you will always be mentally prepared to be rejected, and have the confidence to conquer the rejection of customers.

In this way, even if they fail, they will calmly analyze the reasons and methods of the customer's refusal to find the truth behind the refusal and find out how to deal with it.If they persist in this way, they will encounter fewer and fewer real rejections and a higher success rate.

Therefore, we must dare to face the rejection of customers.The so-called "refining the heart through experience" means that only after hard work can we be rewarded. If we don't experience enough rejections, our sales skills will not be tempered and improved.The so-called "sales geniuses" never thought of evading and complaining in the face of countless rejections from customers. What they did more was to understand the rejections of customers and be able to correctly view the rejections of customers, so as to finally find a relationship with customers. The breaking point for a deal.

In the field of marketing, customers' rejections, complaints and complaints are almost full of any link.Before customers understand the benefits that the products you sell can bring him, all they think about is how to keep money in their pockets.

We can't force customers to express strong interest in our products, and as salesmen, we should keep a very clear understanding of this.Therefore, we must remind ourselves before every sale: it is very normal and inevitable for customers to raise objections. Customers may raise objections to the products we sell (or ourselves) anytime and anywhere.

Although it is impossible for us to make customers like our products from the beginning, we can gradually eliminate the vigilance of customers through our own attitude, performance and sales skills, and enhance their recognition of ourselves and the products we sell, so as to achieve the goal of the transaction Purpose.

But in actual combat, many inexperienced salesmen feel embarrassed and even overwhelmed by the impatient rejection of customers, so they choose to escape and shrink back.But if we think about it seriously, when we choose to escape and easily give up the sales opportunity in front of us, we will have to face even heavier performance pressure.

If we don’t have the courage to face customers’ rejection, there will be no performance; if there is no performance, I’m afraid we won’t be able to stay in this position any longer.

To overcome one's own fear, change one's attitude towards rejection, and bravely face the customer's rejection is the first hurdle for a salesman to pass.

Second, the book of rejection prevention

After changing the wrong attitude, the next thing we have to do is to be fully prepared.Predict the reasons for rejections that customers may raise in advance, and practice the methods of dealing with various rejections, which will help us deal with them more handily in sales - only by being prepared can there be no troubles!
"Don't fight unprepared battles" is a basic principle we should follow to overcome customer rejections: Since you have foreseen the rejections, why are you caught off guard when the rejections actually come? !

Before walking out the door, we can make a list of the various objections a client might have and consider a well-rounded response.If you are prepared in advance, you can be confident and calm in the face of rejection from customers; if you are not prepared in advance, you may panic and lose your feet. In this case, it will be difficult to give customers a satisfactory answer Convince him to buy our product.

Some companies in Canada specially organize experts to collect the reasons for rejection often mentioned by customers, and formulate standard responses, requiring salesmen to remember and use them skillfully.This is a very good method. In fact, we can do a similar job ourselves. The specific procedure is:

Step 1: Write down the rejections that all salespeople in the company encounter every day.

Step 2: Carry out classification and statistics, and arrange the order according to the number of occurrences of each type of rejection, and the rejection with the highest frequency of occurrence is ranked first.

Step 3: Prepare appropriate responses through group discussion, and write and organize them into articles.

Step 4: Everyone should memorize these responses by heart.

Step 5: The old salesman acts as the customer, and everyone takes turns to practice the standard responses.

Step 6: Revise and improve the deficiencies found during the practice through discussion.

Step 7: Re-practice the revised responses and finalize them for future use.

Step 8: Practice it on your clients.Go meet a difficult client or two, tell them what you're doing, trust that they'll be impressed by your courage, and they'll usually respond honestly.

Step 9: Test and revise through practice.Adapt measures to local conditions and time, and revise your response plan at any time according to the actual situation encountered.

Step 10: Compile the data into a book.Compile the information collected by all the salesmen of the company into a volume, print it into a booklet and distribute it to everyone for reading at any time, so that it can be used freely and blurted out.This has an obvious advantage: newly hired salesmen can use this as a training manual to quickly learn about sales expertise and solutions to various problems.

Step 11: Hold regular group discussions.Because there will always be someone who finds a more effective way, so if you stick to it for a long time, I believe that the booklet will eventually become a thick "prevention of rejection".

Third, choose the right time to "receive the move"
Through the study of thousands of salesmen in the United States, it was found that the chances of a good salesman encountering serious objections from customers are only one-tenth of that of a poor salesman.This is because excellent salesmen can not only give a relatively satisfactory answer to the customer's rejection (they are already prepared to prevent rejection), but also choose the right time to reply.Salespeople who know when to answer a customer's rejection will achieve greater results.

The timing of the salesman's response to the customer's refusal has the following four situations:
① Answer when the customer's refusal has not yet been raised
Preventing problems before they happen is the best way to eliminate customer rejection.

Therefore, if we perceive that the customer is likely to make some kind of rejection, it is best for us to bring it up and explain it before he opens his mouth.In this way, we can gain the initiative and preemptive strikes, so as to avoid the unhappiness caused by correcting customers' views or refuting customers' opinions.

Moreover, as a salesman, it is entirely possible for us to figure out the customer's rejection in advance and deal with it first.Because there is a certain regularity in the occurrence of customer rejection, such as when a salesman talks about the advantages of a product, the customer is likely to think about the problem from the worst aspect; However, the harmony tone may be revealed, and when we are aware of this change, we can answer it first-to solve the problem completely before it arises.

② Answer immediately after refusal
Most of the refusals need to be answered immediately. In this way, it can not only prompt customers to buy, but also show respect for customers.

③ Reply after a while
The following denials require our momentary silence:
The client's refusal appears ambiguous, ambiguous, and puzzling;

Rejection is obviously untenable and self-defeating;
Rejection cannot be justified in a few words;
Rejection is beyond our scope of discussion and level of competence;
Refuse to involve deep professional knowledge, and the explanation is not easy for customers to understand immediately;
For this kind of refusal, it is obviously unwise to rush to answer. Experience shows that it is better to answer one question calmly than to answer ten questions wrong in a hurry.

④ do not answer
Maybe we don't know, in fact, many rejections from customers do not need to be answered.

such as:

Unanswerable strange talk;

topics that are likely to cause controversy;
nonsense;

A joke that can be laughed at;

The refusal is irrefutable correctness;
knowingly asking questions;
When we don't answer, we can adopt the following techniques: keep silent; pretend not to hear, and continue to speak according to our own ideas; answer irrelevant questions and quietly change the subject of the other party;

(End of this chapter)