Sales start with being rejected

Chapter 22 Use your brain to make a deal—Let customers not decide on your creativity (1)
The salesman works hard all day, and the ultimate goal is to get two words: "deal".Everything the salesman does is for a win-win order.In many cases, it is not because of your eloquence, but because your product demonstration is well done, the deal will come naturally.The key is that you have to grasp the key link of the deal, master the various skills of the deal, use your brain to make the deal, and only then can you reach an agreement with the customer, and your sales will be considered a success.

Grab the deal signal

In sales promotion activities, it is very difficult to grasp the timing of the transaction. If it is too early, it will easily arouse the disgust of customers and cause the failure of signing the contract; if it is too late, the customers will lose their desire to buy, and all previous efforts will be in vain.then what should we do?Experienced salesmen tell you that when the opportunity to close the deal comes, the customer will give you some "signals".

The customer's purchase signal has a large degree of measurability. When the customer has decided to purchase but has not yet taken the purchase action, or has the purchase intention but is not very sure, he often expresses his attitude unconsciously.In most cases, the signal of the customer's decision to buy is reflected through actions, words, facial expressions, postures and other channels, and the salesman can find it as long as he observes carefully.

Therefore, salesmen must cultivate their keen business vision, which is an important weapon for salesmen to succeed. Being able to understand customers' minds is the first key to completing transactions. This secret is a kind of free heart. It is not easy to explain clearly, but you can see a clue from the other party's reaction and actual situation.

How can we grasp the customer's buying signal?First of all, it is necessary to understand how customers react to products. Generally, customers’ reactions to products can be roughly divided into eyes, gestures, tone, and language, which are described as follows:

(1) focus on eyes

The eyes of the customer can most directly reveal the purchase information. If the product is very attractive, the eyes of the customer will show a beautiful and longing brilliance.For example, when a salesman talks about the use of these two products to obtain considerable benefits or save a lot of money, if the customer's eyes light up at random, it means that the customer's identity is on profit. reveal his purchase message.

(2) Active action

When you give the promotional materials to the customer to watch, if he just flips through the materials casually and puts them aside, it means that he does not agree with your materials or has no interest at all.On the contrary, if you see the customer's actions are very active, as if browsing and inquiring like a treasure, it means that a buying signal has emerged.

(3) Posture reflects state of mind

When a customer sits far away from you, or crosses his legs to talk to you, or even puts his hands on his chest, it means that his resistance is still very strong, or he is leaning on the sofa and talking to you lazily Talking, or not asking you to sit down at all, but willing to stand by the door and talk, are ineffective sales responses.

On the contrary, if you see the customer nodding frequently in response to what you said, with a very focused and serious expression, and leaning forward more and more, it means that the customer has a high degree of recognition, and the distance between the two of them is getting closer and closer to the customer's purchase. The message is also more pronounced.

(4) The tone changes

When the customer turns from a firm tone to a negotiating tone, it is a signal to buy.Also, when a customer switches from skeptical question-and-answer phrases to exclamatory phrases, it's also a buying signal.For example: "Are your products reliable? How is your service?" and other questions, if it becomes "Is there any guarantee after using your product? How often do you need to maintain it?" It also reveals that the customer agrees with the product. Imagining the loss that may occur when using it in the future, so questions will replace doubts, and present a precursor to want to buy.

(5) Language Buying Signals
Language signal is the transaction signal expressed by the customer through language during the negotiation process.In most cases, the customer's purchase intention is expressed through language.This is also the most direct and obvious form of buying signal, and it is also the easiest for salesmen to detect.Usually manifests itself as: Concern about delivery time or how it will be delivered; Asking about payment, including deposits, funds, or discounts.Solicit approval, verbally or non-verbally, from a spouse, friend or relative, etc.For example: "How much can I get a discount at a time", "Where is the nearest after-sales service center to us", "A friend said that its performance is very reliable, is it true", "Your product is so beautiful", "This It’s full of suitable ones for us, can you try it?” and so on.

When customers keep asking salesmen for details, this kind of inquiring mentality is actually a buying signal.If the salesman can clearly explain the doubts in the customer's mind one by one, and the answer is satisfactory, the order will be delivered immediately. I am afraid that some customers will ask some irrelevant words to tease you, make you tired, or ask some questions. Very difficult questions, trying to use questions to break the salesman's confidence. At this time, the salesman must judge the customer's intention based on experience, and quickly change the topic, and then introduce it into sales, so as to continue to use the previous efforts the results.

When the above situations happen, it is no longer the time to think about it. These questions are all signals for a deal. You should seize this opportunity quickly.The performances listed above are only for salesman's reference and inspiration.An excellent salesman not only knows how to capture the buying signals of customers, but also should know how to use these buying signals to promote customers' buying actions.The following sales case may provide us with some useful inspiration:

When a salesman of a certain product demonstrates the product on-site, the customer asks: "How much is this product?" For this question from the customer, the salesman can have three different ways of answering:

① Tell the other party the specific price directly.

② Ask the customer: "Do you really want to buy?"

③Do not answer the price question directly, but ask the customer: "How many pieces do you want?"

Among the three ways of answering, which one is better?Obviously, the third method of answering may be better.The customer actively asks about the price, which is a very good signal to buy.This kind of behavior at least shows that the customer has already developed an interest in the product being sold. It is likely that the customer has already planned to buy and weighs whether his payment ability can bear it. If the other party is not interested in a certain product introduced by the salesman, most people are Will not take the initiative to come to ask the price.At this time, the salesman seizes the opportunity in time, understands the purchase signal sent by the customer, and immediately asks the customer how much quantity he needs, which will make the question of "buy or not" be taken away by the pen unconsciously, and directly enter the specific transaction consultation phase.The salesman uses this ingenious inquiry method to make the customer no matter how he answers, indicating that he has decided to buy, and the next thing is to negotiate the price according to the quantity required by the customer, and reach a deal.

If the salesman answers the question in the first way, the customer's reaction is likely to be: "Let me think about it again!" If the salesman answers the other party's question in the second way, it means that the salesman is not aware of the buying signal at all, and the customer's The reaction is likely to be: "No! I'm just looking." It seems that neither of these closed-ended responses seized the opportunity to miss a deal that was about to close.

In the business field, an outstanding salesman should pay attention to observe customers all the time during sales activities, learn to catch all kinds of buying signals sent by customers, and quickly switch to the work of urging transactions as soon as the signals appear.Some salesmen think that if they don't explain the contents of the sale and demonstrate the operation, they can't make customers want to buy, and they can't make a deal. This is really a wrong idea.

In fact, customers have different specific requirements for products, and the importance of promoting products to them is also different, so the time required for customers to decide to buy is also different.Only when the salesperson pays attention at all times and is careful and careful will he not lose the opportunity.

The customer will only express the information he wants to make a deal through some buying signals.This salesman should pay close attention to and capture the customer's transaction signal, seize the fleeting opportunity, and make his sales promotion a success.

Facilitating transactions based on anti-customer
In the sales process, when a customer asks for a certain product, unfortunately there is no such product.At this time, in order to win the customer's order, it is best for the salesperson to use anti-customer-oriented, that is, a rhetorical answer, so as to facilitate the order.

When a salesperson of a company was selling a refrigerator, he met a customer who said he needed a refrigerator, but he had strict requirements on the color of the refrigerator.The customer said, "Do you have silver-white refrigerators?" At this moment, the salesperson immediately realized that the refrigerators he was selling did not have this model.But he didn't answer directly, because once he directly answered no, the customer would say that if he didn't, he wouldn't buy it.

The salesperson thought for a while, and then asked the customer: "Sorry! We don't produce refrigerators of this color. However, we sell many kinds of refrigerators for you to choose from, including white, brown, and pink. Which of these colors do you prefer?"

The customer said: "I want silver!"

The salesperson said: "The white ones, brown ones, and pink ones are all good. You can try one of them, and you will find that they are really good."

Customer says, "I want silver. What's the use of other colors?"

The salesperson said: "Of course it is useful. If you don't believe me, you can choose and try. Choose and try, and you will realize that many refrigerators of these colors are suitable for your needs."

Therefore, the customer no longer shied away, and followed the sales staff to choose the refrigerator.In the process of selecting refrigerators, the sales staff introduced white refrigerators, brown refrigerators, and pink refrigerators to customers one by one, and told customers what kind of furniture would be more harmonious and suitable.

In the process of looking at the refrigerator, the customer gradually became interested in the white refrigerator.The salesperson took the opportunity to persuade the customer to buy a white refrigerator, and introduced some simple knowledge of warm and cold colors to the customer, telling him that white is very suitable for the refrigerator.Because white is a cool color, giving people a cool feeling, using such a refrigerator is often easy to give people a good mood.After hearing this, the customer felt that it was quite reasonable, so he asked the salesperson to help him choose a white refrigerator.

In this way, the salesperson responded with a rhetorical question, which led the customer to sign an order.

In this example, the customer has relevant needs, but he does not have the style and color he likes.At this time, if you want to win the customer's order, the salesperson is easy to be rejected.However, the salesperson did not directly answer the customer's question, but used a rhetorical answer, which slowly attracted the customer's attention, and finally guided the customer to purchase the product, and won the seemingly impossible order.

Similarly, Xiaohui, a salesperson, also encountered a similar thing.

Xiaohui sells mobile phones.During a sales pitch, she ran into a customer who asked her if she had a blue Nokia 3310 for sale.At that time, this kind of mobile phone was already an obsolete model in the market, and there were not many such mobile phones for sale.And Xiaohui specializes in promoting Samsung mobile phones.

Xiaohui said: "I sell Samsung mobile phones. I have many styles and colors for you to choose from. Can you see which one you like?" After Xiaohui finished speaking, she handed him the company's promotional materials, and then briefly Tell him the model and performance of the mobile phone.After a while, the customer stopped mentioning the blue Nokia 3310.

Xiaohui realized that this customer wanted to buy the blue Nokia 3310 mobile phone by name because he didn't know much about mobile phones. When he saw people around using this phone, he asked to buy this one by name.Therefore, Xiaohui gave him a detailed introduction to the development and popularization of mobile phones, as well as the current situation of various models available in the market.After listening to the customer, he stopped talking and began to look at the price list, as if trying to figure out which mobile phone to buy.

Taking this opportunity, Xiaohui introduced the prices of several mobile phones to her, and asked the customer what kind of mobile phone they were going to buy.After the customer told his affordability, Xiaohui recommended a practical Samsung mobile phone to him, which is not expensive and has better functions than the blue Nokia 3310 mobile phone.

The customer saw that Xiaohui was so considerate of him, so he happily signed a bill with her to pay for the phone.

The story of Xiaohui selling mobile phones shows that when customers ask about the model of product that they do not have, it is very necessary for the salesperson to use rhetorical questions to answer the promotion.Because, in the process of purchasing products, consumers may not know that the product is being updated quickly due to lack of information, and call for a relatively backward style, which happens to be unavailable.At this time, if the salesperson says "no", it is very likely that an order will be lost in vain.On the contrary, the salesperson uses rhetorical questions to answer and persuade the customer to buy new and more advanced styles, which is often easier to win the customer's order, and may even surprise the customer, making him consciously become a loyal customer of the salesperson.

For salespeople, no matter whether they have the products that customers need, never refuse customers, never say "NO" to customers, because customers may change their minds and buy your products.If the salesperson rejects the customer and says "NO" to the customer, it is very likely that these "possible" will become "impossible", which is obviously not good for fighting for orders.Therefore, when a customer asks for a certain product but does not have it, the salesperson cannot refuse the customer, nor can he neglect the customer, let alone ignore it. Instead, he should open up his own wisdom and try to get the customer to "change his mind" and give the order to himself. .The rhetorical answer is a very good way to win customer orders.

Generally speaking, when salespeople use this closing technique to facilitate orders, they need to pay attention to the following points:
(1) Be sincere.The rhetorical answer closing method actually negates the customer's opinion, allowing the customer to "change his mind" and listen to the salesperson's opinion.At this time, the salesperson must be sincere and let the customer feel that asking him to change his opinion is really for his sake, not to deny him or sell products to him.Otherwise, the customer is God, and the salesperson "denies" the customer, and it is impossible to get an order.

(2) Respect the opinions of customers and communicate with them patiently.As mentioned earlier, this transaction method actually requires customers to "change their minds" and make impossible transactions possible.When asking customers to "change their minds", the salesperson must pay attention to respecting the opinions of customers, communicate with customers, persuade them patiently, and cannot force customers.Otherwise, not only cannot achieve the purpose of the transaction, but also may bring negative impact to the sales staff and their company.

The rhetorical question answer closing method is a technique in which the salesperson guides the customer to change his mind through appropriate and clever rhetorical questions when he cannot meet the customer's requirements, and finally prompts the customer to make up his mind to sign an order to buy the product.In the sales process, if the salesperson can use it flexibly, he may win some seemingly impossible orders.Therefore, in order to get more orders, it is also beneficial for salespeople to understand and master this technique.

Use aggressive method to make customers make deals for "face"

In the sales process, salespersons are often easy to meet some customers, although they have product needs, but are hesitant, can't make up their minds, wait and see.In the face of these customers, in order to obtain orders and make them decide to sign the order, the salesperson can also use their competitiveness and self-esteem to stimulate them to make a purchase decision and sign the order quickly.

The provocative transaction method refers to the transaction technique in which the salesperson uses certain language skills to stimulate the self-esteem of the customer, so that the customer can complete the transaction behavior under the influence of the reverse psychology.In the sales process, once the salesperson successfully uses this technique, it can often prompt the customer to quickly make up his mind to sign the order.

When an insurance salesperson was selling insurance to a client, the client was reluctant to sign a contract to buy insurance after he knew the situation of the insurance product.

In this regard, the salesperson said: "Now, many responsible gentlemen will buy insurance for their wives and children. Because they feel that caring for their wives and children is their greatest honor and responsibility, and buying insurance for their wives and children is right. A way of their infinite love. Especially personal security insurance, it is not only an investment, but also reflects the love and care of a husband for his wife, and the infinite love of a father for his children. I have met many gentlemen who love for them When my wife and children buy insurance, they sign the bill without hesitation. I rarely see people who are hesitant like you..."

After listening to the customer, he said: "Let's wait for a while!"

The salesperson said: "I don't think this is your real reason! You have not placed the responsibility of being a husband and father high enough. If you want to care about them, you must always expect them to be safe, and buy safety insurance for them It is an important manifestation of your concern for their safety. Now, your wife and children have not taken safety insurance, and it is really impossible to see your care for them..."

The customer has always been an excellent husband and a competent father. After hearing what the salesperson said, he said: "Then buy two insurances. Anyway, they don't care about the money for the two insurances..."

The salesperson said: "That is, that is, then please sign your name on behalf of your wife and children!"

In this way, the salesperson quickly got the customer's sign.

In the sales process, some customers are basically satisfied with all aspects of the product, and can afford to pay for it. For some reason, they always feel that there will be some problems in the future and hesitate to make a decision. The decision to sign.In the face of such customers, sales staff can also use aggressive methods to urge them to make up their minds to buy as soon as possible.

(End of this chapter)