Sales start with being rejected

Chapter 25 Use your brain to make a deal—Let customers not decide on your creativity (4)
In the sales process, there is a technique used by salespeople to facilitate customers to sign orders, which is called the method of avoiding the most important and making light of the transaction, also known as the small-point transaction method.

The method of avoiding the important and making light of the transaction is to focus on the main focus, to reach a consensus with the customer on peripheral issues, or to reach an agreement with the customer on the secondary transaction when the negotiation on the core transaction is deadlocked, so as to gradually influence and guide the customer to complete the transaction the goal of.Generally speaking, when encountering resistance or difficulty in the sales process, the salesperson can use this method to gradually break through the resistance or difficulty, prompting the customer to make up his mind to sign the order.

An office supplies salesman goes to a company's office to sell paper shredders.

After listening to the product introduction, the director of the office fiddled with the prototype and said to himself: "The thing is quite suitable, but the young people in the office are careless. I'm afraid it will break after two days of use."

As soon as the salesperson heard this, he immediately went on to say: "That's all right. When I deliver the goods tomorrow, I will tell you how to use the paper shredder and the precautions. This is my business card. If there is any failure during use, Please feel free to contact me, we will take care of the repairs. Director, if there are no other questions, we will settle down?"

After hearing this, the director of the office felt that it was reasonable, so he signed an order with the salesman and asked the salesman to deliver the products to the company as soon as possible.

In this case, the salesman skillfully used the technique of evading the important ones to facilitate the deal.Originally, what the customer was most worried about was that after purchasing the product, "these young people's hands and feet will be broken after two days of use." Let me tell you how to use it and precautions... If there is any failure during use, please feel free to contact me, and we will be responsible for the maintenance."In this way, the salesperson unconsciously dispelled the customer's concerns and prompted the customer to make up his mind to buy the product.

In the sales process, when the core transaction volume is too large or the opinions of the buyer and the seller differ greatly, some salespersons with experience in facilitating orders often start with accessories, small batch transactions, or secondary factors of the transaction, such as style, payment, etc. Reach an agreement with the customer on the way, maintenance and other aspects.Once the customer and the salesperson have reached an agreement, it is often easy to make a decision to sign a purchase.

Among the many techniques to promote orders, the method of avoiding the most important and making light of the transaction is an effective way to break through the sales barriers, eliminate all unfavorable factors in the sales process, and finally obtain the order.In the sales process, once you encounter many sales "dead knots", as long as you use this skill skillfully, you will be able to appear in a situation where there will be a bright future.

Of course, for salespersons, if they want to use this skill well to facilitate orders, they also need to understand the applicable situation of the method of avoiding important and making light of transactions.

Generally speaking, it is more suitable to use the method of avoiding important and making light of transactions to facilitate orders in the following situations:
(1) When the quantity or amount of transactions is relatively large.In the sales process, the larger the transaction amount, the easier it is for customers to form transaction psychological barriers.At this time, the salesperson's use of this technique can often help customers reduce their psychological pressure and prompt them to make up their minds to sign a deal.

(2) When the buyers and sellers have great differences of opinion or have different views on the main transaction elements.At this time, the salesperson adopts this technique, which can avoid disputes and create a good atmosphere for the transaction.

(3) When the transaction process is complicated.For example, if there are many people and departments involved, or the transaction takes a long time, you can reach an agreement on small aspects first, and then strive to reach a large agreement.In the face of such a transaction, the salesperson should not attempt to complete it in one step, but needs to move closer to the transaction bit by bit.In such a situation, the salesperson adopts the method of avoiding the important and making the deal easier to facilitate the order, which can often gradually simplify the complicated transaction process.

(4) When the customer cannot immediately make a decision on all transaction elements.The salesperson adopts the method of avoiding the important and taking the light of the light, which can often prompt the customer to make up his mind to sign the order to buy.

(5) When there is little hope of completing a large or core transaction, the salesperson can use this method to avoid completely failing the transaction, and at least get a small order.

(6) When there are many transaction elements, such as large-scale equipment and bulk goods, reach an agreement on various transaction elements such as goods, models, styles, prices, batches, delivery, payment, after-sales service, technical support, accessories and power, maintenance, etc. , It is often more difficult. At this time, the method of avoiding the most important and making light of the deal is adopted, and the basic work and necessary preparations are gradually done, which can often make the signing of the bill a matter of course.

Of course, if the salesperson wants to use the avoidance method to promote the order, he still needs to pay attention to some problems. Only in this way can he receive better results.

(1) Don’t forget that the fundamental purpose is to conclude the transaction;
(2) The method of avoiding the most important and making light of the transaction is also a psychological method, and the salesperson should study the psychology of the customer;
(3) The method of avoiding the important and taking the light can itself be used as a tricky strategy, that is, "invisibly leading the customer by the nose", but we must pay attention to avoid self-defeating, it is very foolish to regard the customer as a fool;

(4) Do a good design, including answering some of the following questions: How to design a deal around the theme?How to avoid the serious and take the light?The "avoid" those?The "just" those?etc;

(5) Don't talk about the south and the west.The salesperson avoids the important and ignores the minor, but the "light" of "light" should also be an element of the transaction that customers care about, and rambling nonsense can easily arouse customers' resentment.

(6) Pay attention to exerting influence and active guidance on customers during the transaction process;
(7) The method of avoiding the important and making light of the transaction is a method of breaking through obstacles. First, a series of small transactions are reached, and then a large transaction is realized. Therefore, communication, information feedback, and objection handling will also be encountered during the process, and the sales staff must handle them properly. these questions.

In short, in the sales process, the method of avoiding the most important and making light of the deal is a technique for the salesperson to temporarily bypass the obstacle when encountering a deal obstacle, reach other smaller deals, and finally overcome the obstacle and reach a big deal.If salespeople want to facilitate orders, using this technique well can often break through obstacles and get orders, at least some small orders.Therefore, in the sales process, the salesperson should have a deep understanding of this skill, master and use it proficiently, in order to win more sheets for themselves.

Appropriate compromise to create a win-win situation

In life, there is a saying called taking a step back to open up the sea and the sky.In fact, in the sales process, the salesperson takes a "difficult" step back at a critical moment, agrees to the conditions proposed by the customer, and at the same time asks the customer to take a step back, which can often bring the "dying" transaction back to life.Because sales is, after all, a transaction, not a contest.The salesperson takes a step back first to let the customer feel the win and the sincerity of the salesperson, and then the salesperson asks the customer to "step back a little" to express the sincerity of the transaction, which can often turn a contest of winning or losing into a win-win situation.

The one-step closing method means that when negotiating with customers, when encountering closing obstacles and the salesperson has to lower the price, one's own side first makes a small step back, and at the same time adjusts other conditions of cooperation accordingly, and immediately promotes it.In this way, the salesperson first shows the sincerity of the transaction by making concessions, and as long as the customer has sincerity, he may agree to the salesperson's conditions for corresponding adjustments.Because, if the transaction fails at this time, the client will bear the psychological burden of "deficiency".In most cases, the customer will quickly sign the order with the salesperson.

When a salesperson is promoting the company's new generation of products to a distributor, since the distributor is an old customer of the company and knows the performance of its products, there is no other request, only the salesperson is required to sell the new generation of products. The product is sold to him at the price of the original product.

Regarding this point, the salesperson felt very embarrassed, because after all, it is a new generation product with higher technological content, and if it is wholesaled to him at the price of the original product, the profit will obviously drop a lot.In this regard, the sales staff did not dare to blindly agree to the dealer's request, so they sent a message to consult the company's manager in charge.

The manager in charge said: "If the quantity is large, it can be considered, but if the quantity is too small, it cannot be agreed."

After receiving the supervisor's reply, the salesperson said to the dealer: "You also know that our products have been replaced, with higher technological components and higher costs. Of course, the price should be higher. You are now asking to follow the original The purchase price really made us feel very embarrassed..."

The dealer said: "Now the market is sluggish, and things are not easy to sell. We are an old cooperative relationship and have been supplying business for a long time, so I dare to buy your company's goods with confidence. If the price of new products needs to be raised, how can we sell them?" Go out? How about this, I will also give you a bottom line, either we will buy a little at the original price, or we will not buy for the time being, and we will talk about it when the market improves..."

The salesperson said: "This is not the first time we have cooperated. The new products we developed are wholesaled to you according to the quotation, which is low enough. Let's do this. For the sake of our long-term cooperative relationship, we each let One step, okay? I will sell the new product to you at the original price at a loss, and you can buy a little more at a time, increasing the original 200 tons of goods to 300 tons..."

After hearing this, the customer said: "Now that the market is in a downturn, 200 tons of goods is enough for us to import, and 300 tons..."

The salesperson said: "Yes, the market is depressed now, and the profit of our products is already very low...Now, new products are wholesaled to you at the original product price, which is almost a loss-making business, and it is risky for you to buy more goods. It’s a bit bigger, but the purchase price is low, and the profit margin is huge! I worked hard to win this preferential condition from my boss. You are the first person to enjoy this preferential condition in our company..."

The dealer weighed some pros and cons, and felt that if the salesperson backed down a step, it would not be too risky for him to back down.Although there are too many purchases, the retail price of the new generation of products must be a little higher than the original ones, so the profit margin will be much larger.

Therefore, the customer decided to sign a single order with the salesperson.

Obviously, this order is a win-win one. For the sales staff and their company, although the price has been lowered, the sales volume has increased, which can achieve the effect of "small profits but quick turnover".For the dealers on the customer side, the profit margins are obviously larger and the profits are naturally considerable if they buy the new-generation products at the price of the original products.

During the sales process, it is easy for the salesperson and the customer to disagree on certain points.Sometimes, for their own interests, they even refuse to give in to each other, causing sales to enter a "contradictory situation."At this time, the salesperson must first consider trying to persuade the customer to sign the order without reducing the price. If the goal cannot be achieved, then they can take the initiative to make a concession, and then make further revisions to the transaction requirements, asking the customer to "also make a concession". Ease the "contradictory situation" and prompt customers to make up their minds to sign an order.

In the sales process, many customers are constantly striving for more benefits for themselves. This is not necessarily what they actually want to get to drive them to do so, but their inner "unwilling to suffer losses" drive them to do so. of.When the two parties to the transaction are inextricably arguing about some conditions of the transaction, if they have a real purchase demand, they also hope that the dispute can be properly resolved without suffering a loss, because after all, the delay will consume their purchase cost.

At this time, the salesperson should take a step back to let the customer feel that "he has won", and then make corresponding adjustments to the transaction conditions, and ask the customer to "take a step back" in a disguised form, which can often achieve the purpose of seeking common ground while reserving differences and facilitating the order.

In the sales process, the step-back closing method is one of the commonly used techniques to effectively solve the closing obstacles and bring the transaction back to life.When using this technique to facilitate orders, you still need to pay attention to the following aspects in order to better facilitate orders.

(1) Don't give in easily.In the sales process, if the salesperson wants to win the customer's satisfaction, he cannot easily give in when negotiating.Once the salesperson gives in easily, the customer will feel that there is room for more discounts and keep asking.

(2) The part that requires customers to make concessions should be slightly smaller than the part that salespeople make concessions to.In the sales process, the salesperson's use of the one-step-back closing method is actually a way of "taking a step back" by himself, taking the initiative, and then asking the customer to "take a step back".At this time, the "part of the concession" that the salesperson asks the customer is very important, and often determines whether the transaction can be concluded.If the salesperson asks the customer that the "part of concession" is too large or touches their core interests, it is often easy to be rejected by the customer, thus forcing the transaction into a dead end; on the contrary, if the "part of concession" required by the customer is too small , then correspondingly, the loss of interests of salespersons and their companies will become larger.Therefore, the part that requires customers to make concessions should be slightly smaller than the part that salespeople make concessions, so that the order can be facilitated without causing too much loss to oneself or the company.

(3) Concessions are painful.For the salesperson, although it can bring greater benefits to make a concession at a critical moment, it is still necessary to show "concession is very painful" and "concession is imperative" in front of customers.Only in this way can the request of the salesperson to "make a concession" from the customer be realized and the purpose of promoting the order be achieved.Otherwise, blind concessions will not only fail to facilitate the order, but will also cause damage to their own interests.

(5) Be sincere when making concessions.The main purpose of the salesperson's concession is to directly show the customer his sincerity for the transaction, and hope that the customer can also show his sincerity by making a concession.The customers are passive at this time. If they can show their sincerity by making concessions at this time, then the signing will be a matter of course; on the contrary, if they do not show their sincerity by making concessions, then they will bear the responsibility of failure moral responsibility.However, as long as the transaction is beneficial to them, they are not willing to bear this moral responsibility.

All in all, the step-back closing method is a technique for salespeople to actively strive for the initiative and express the sincerity of the deal to customers when sales are facing death, while basically not harming their own interests to facilitate orders.In order to facilitate the order, the salesperson should study and figure out this technique carefully, so that all orders that seem to be about to fail can be "turned from danger to safety" and "resurrected from the dead".

(End of this chapter)