Sales start with being rejected

Chapter 20: Make Friends First——Let Clients Unable to Reject Your Networking Technique (2)
During Gillard's sales career, he kept the 250 rule in mind every day, held a business-oriented attitude, and kept his emotions under control at all times. Neglect customers for reasons.Girard said it well: "When you drive away one customer, you drive away 250 potential customers."

That is to say, the connection between people expands in a geometric progression.Whether it is a sociable person or a withdrawn and dull person, there will be a group of people around him, and this group of people is about 250 people.For salesmen, these 250 people are the foundation of your customer network and the wealth of excellent salesmen.

Establish a good customer relationship network, treat each other with sincerity in the process of communicating with customers, make friends with customers, share their worries and joys.They may introduce his friends and clients to you, so that your client team will continue to expand.

At the same time, when you talk to them about your difficulties in work, they are likely to take the initiative to help you, introduce new customers to you or help you make business directly.

Salesmen should try their best to choose those influential people to "tackle", so that the effect is better.For example, medical device salesmen can gain the trust and cooperation of doctors. They are the central figures of patients; drivers and teachers are the central figures of passengers and students respectively; social celebrities are the central figures of admirers, etc.The central figure has a greater influence and drive within a certain range, has extensive connections, strong communication skills, and well-informed information.Therefore, salesmen should make more friends, and these friends will often bring you unexpected help.

Build your own customer base
The more you know about your customers, the more likely your sales will be successful.

Yuan Yiping once had a lesson that he himself felt was really unreasonable.

There is a company that sells men's products that often advertises their "vacuum improvement" in newspapers and magazines.One day, Yuan Yiping's business consultant introduced Yuan Yiping to the general manager of the company.Yuan Yiping happily went with the letter of introduction from his consultant.

However, no matter when Yuan Yiping visited the general manager's residence, the general manager either didn't come back or just went out.Every time the door is opened, it is an old man who seems to be taking care of his life.

The old man always said: "The general manager is not at home, please come back another day!"

In this way, in the period of 3 years and 8 months, Yuan Yiping visited the general manager 70 times, but failed every time.

Yuan Yiping was very unwilling, as long as he could see the general manager, even if he yelled "I don't need insurance" to his face, it would be better than not seeing him even once.

Just one day, a business consultant introduced Yuan Yiping to Mr. Y, a nearby wine wholesaler.

When Yuan Yiping visited Mr. Y, he asked him by the way: "May I ask what the general manager who lives in the house opposite you looks like? I visited him 3 times in 8 years and 70 months, but never Never met him once."

"Haha! You are so careless, here! The old man who is digging the ditch over there is the general manager you are looking for."

Yuan Yiping was shocked, because the person Mr. Y was referring to was the old man who said to him every time, "The general manager is not at home, please come back another day".

"Excuse me, is anyone there?"

"What is it?"

Yuan Yiping knocked on the door of the general manager for the 71st time and it was the old man who answered the door.There was a look of disdain on his face, as if to say: "What are you doing here again!"

Yuan Yiping said calmly: "Hello! Thank you for taking care of me again and again. I am Yuan Yiping from Meiji Insurance. Is the general manager at home?"

"Hmm! The general manager? Unfortunately, he went to the elementary school to give a speech early this morning." The old man lied again calmly.

"Hmph! You are the general manager yourself, why did you lie to me? I have been here 71 times, don't you know the purpose of my interview?"

"Who doesn't know that you are here to sell insurance!"

"What the hell! If we sell insurance to people like you who have one foot in the coffin, will there be Hara Yiping today? Besides, if our Meiji Insurance Company had a client as thin as you, how could we be where we are today?" scale."

"Good boy! You said I'm not eligible for insurance. If I can, what are you going to do?"

"You must not be eligible for insurance."

"You take me to the medical examination right away, little devil! If I am eligible for insurance, I don't think I will eat your insurance meal anymore!"

"Huh! I won't do it just for you. If your entire company and family are insured, I'll bet."

"Okay! The whole family is the whole family, you go and bring the doctor."

"Now that it's settled, I'll make arrangements immediately." The debate ended here.

A few days later, he arranged the experience for all personnel.As a result, except for the general manager who was unable to insure due to lung disease, everyone else became his policyholders.

Learn more about your customers, then create files for your customers, and then organize these files to build your own customer network.

One of the biggest challenges you face as a sales professional is the constant need to develop qualified new prospects.In the pursuit of higher levels of productivity, you develop a loyal customer base built on referrals.The key to success is this: Even when these clients and their referrals keep you busy, you still need to continue to explore and discover new sources of business.The challenge, then, is how to make the most efficient use of your precious time to achieve this goal.Building a network of prospective clients is one possible approach.

As long as the product you're selling and the service you're offering is at least the same as your competitors, the "know you, like you, and believe in you" factor will probably help you win.Let's take a quick look at this statement: "It's not what you know, it's who you know." That's only half true.Maybe you should add a point to this sentence: "It's not what you know, or who you know, it's that you know someone who knows what your business is, and you know what this person or he knows When other people need your products and services.” Yes, that’s a twist, in fact, it’s even complete with the addition of another: “Assume that people who know what your business is You, like you, and believe in you." This is where effective personal positioning begins.

Return visits and follow up customers in time
Customer "return visit" and "follow-up" are important contents of customer service, and doing a good job in customer "return visit" and "follow-up" is an important method to improve customer satisfaction.Customer "return visit" and "follow-up" For product companies with repeated consumption, not only can customer "return visit" and "follow-up" be recognized by customers, but also customer value can be created.If you make full use of the "return visit" and "tracking" techniques, you will get unexpected results.

Through follow-up visits to various customer groups, we can comprehensively and systematically grasp the usage dynamics of products in the customer group, and can timely and accurately reflect the quality of the products, as well as some problems encountered by customers in use.At the same time, return visits and follow-up to customers are conducive to the second sale.If you want to keep old customers, it is the key to do a good job of return visits and follow-up.In addition to the excellent quality of products or services sold and good after-sales service, salespersons should also keep in touch with their customers on a regular basis and communicate with each other constantly.Why should we emphasize returning customers?
1. 80% of the sales performance comes from 20% of the customers

These 20% of customers are long-term relationships with the salesperson.If these 20% of the relationship households are lost, then the salesperson will lose 80% of the market.When the product penetration rate reaches over 50%, renewal purchases and repeat purchases greatly exceed the number of first-time purchases.These show that if the salesperson can attract old customers and make them frequent, the chances of increasing sales will be even greater.

2.Securing repeat customers saves cost and time

Because, maintaining a relationship is easier than building one.According to the American Institute of Management estimates, the cost of developing a new customer is six times the cost of maintaining an existing customer.Because the cost of conducting a personal sales visit is much higher than the relatively low cost of general customer service.Maintaining old customers is one of the best ways to reduce sales costs.

3.Avoiding losing a single customer is the secret to successful sales
There is nothing wrong with developing new customer groups, but it is worth noting that salespeople should not develop new customer sources based on abandoning or forgetting old customer sources.Sales to new customers are just icing on the cake. If there is no solid foundation from old customers, sales to new customers can only compensate for lost old customers, and the total sales volume will not increase.Someone made a figurative metaphor: Old customers can be said to be the salesman's meal today, while new customers are the salesman's meal tomorrow. Without today, there will be no tomorrow.

As the saying goes, "It is difficult to conquer the country, but it is even more difficult to protect the country." It is more appropriate to use this sentence to summarize the process of salesmen developing sales business.It is difficult to develop new customers, but it is even more difficult to retain old customers.If the salesperson loses the customers who are already old customers, then the time and energy he has spent will be wasted, and the loss is difficult to estimate.If a salesperson cannot often care about and contact his old customers, it will undoubtedly leave an opportunity for competitors to take advantage of it.Therefore, the best way to keep competitors out is to constantly and constantly care about your customers, so that they only look for one person.

Joe Gillard, the famous American sales king, sends a letter of different sizes, formats and colors to each of his 13000 customers every month to keep in touch with customers.It was this little letter that turned many people into Joe Girard's loyal customers.

Generally speaking, after-sales return visits and follow-ups can be divided into "regular visits" and "irregular visits". "Regular visits" are mostly applicable to technical maintenance services, such as household appliances and information industries, and companies usually send specialists to provide maintenance services on a regular basis.

"Irregular visits" are also called "greeting visits", which refer to irregular visits, which are a must for salespeople.This kind of after-sales visit is usually a salesperson who greets the customer and asks the customer about the use of the product.

It is best for the salesperson to draw up a visit plan in advance, and follow up the return visit regularly and in a planned way.After the sale is completed, the real return visit and follow-up will begin.In the initial stage of the return visit, smart salespeople generally use the "two four eight" rule.

"Two" refers to the day after the product is sold.The salesperson should contact the customer in time and ask the customer whether he has used the product.If you have already used it, you should ask in a caring tone how he used it and whether he used it wrongly. At this time, "appropriate praise and encouragement" will help improve the customer's self-esteem and sense of accomplishment.If you don't use it, you should find out the reason, and eliminate his doubts in a targeted manner to help him strengthen his confidence.

"Four" refers to the fourth day after the product is sold.Generally speaking, about four days after using the product, some people have already had a certain feeling and experience with the product, which is called the "adaptation period".At this time, if the salesperson can call him to help him experience and analyze the problems that occurred during the adaptation period and find out the reasons, it will undoubtedly be a kind of comfort to the customer.

"Eight" refers to the eighth day after the product is sold.Generally speaking, about eight days after using the product, the salesperson should pay a face-to-face visit to the customer and try to bring another set of products.When the salesperson meets the customer, the salesperson should praise the customer in an excited and affirmative tone, and sincerely and enthusiastically express the customer's changes or feelings after using the product.In this process, out-of-the-box and explicit flattery are not advisable, but consumers are generally happy to accept appropriate and just-right compliments.If the condition is better, the salesperson can smoothly launch another set of products brought.

The "return visit" and "follow-up" services to old customers, of course, will not realize profits in the short term. On the surface, it seems to be a loss-making business, but if you look at it from a long-term perspective, the time spent by salespeople on old customers Both the energy and energy are not wasted and will surely pay off.The perfect and thoughtful after-sales return visit and follow-up service can make customers have a strong sense of trust and are willing to maintain a long-term stable and harmonious relationship.

Of course, it is normal for customers to encounter customer complaints in the process of "return visit" and "follow-up". To deal with customer complaints correctly, we must not only appease customer complaints, but also understand the reasons for complaints and turn passivity into initiative.It is recommended that the unit set up an opinion collection center in the service department to collect more customer complaints and classify the complaints, such as complaints from dissatisfaction with product quality (due to lack of functions, overly complicated functions, unsightly packaging, inconvenient use, etc.) , Dissatisfaction from service personnel (unpunctual, poor service attitude, insufficient service ability, etc.) and other aspects.By solving customer complaints, we can not only summarize the service process and improve service capabilities, but also understand and solve product-related problems, improve product quality, expand the scope of product use, and better meet customer needs.

Customer "return visit" and "follow-up" are an important part of customer service. We attach importance to customer "return visit" and "follow-up", and make full use of various return visit techniques to satisfy customers and create value at the same time.

Expand your circle of acquaintances

In order to broaden your business, you must constantly expand your circle of acquaintances.You can expand your contact circle by joining various social groups, mass organizations, sports activity organizations, such as professional groups, industry associations, neighborhood organizations, etc., and participating in more social activities.One more friend, more channels, one more information resource, and behind each friend there are many invisible and unknown relationship networks. All kinds of people on these relationship networks are your potential customers.

The purpose of extensive contact with people is for business, but you can't write business on your face or talk about it, so that people will obviously feel your utilitarian businessman's atmosphere and cause resentment.To contact people, the first is to sell you personally, so that customers accept and like you.Let customers feel that you are honest and trustworthy, capable, hard-working, ambitious, helpful, easy-going, and able to get along with people happily, which is very good.These impressions and feelings are not just acting on the spot, but trying to make myself truly a person accepted and liked by customers, a person who is trustworthy and has a good character.

Be a human being before doing things, be considerate and consider problems from the perspective of others, you will consider your business from the perspective of customers, and you will know how to grasp the psychology of customers and make the people you contact , your friends, all become your customers.

(End of this chapter)