Sales start with being rejected

Chapter 33 Insight into people's hearts - so that customers can't refuse your manipulation technique (1)
Sales is a job that influences others, so the salesperson must understand the voice of the customer, be good at understanding the real thoughts of the customer, and be good at using the most positive and effective psychological influence to make the customer feel good and make the customer feel that it is not from him to buy shares You will regret buying the product.In short, whether it is subtly influencing, benevolently inducing, or subtly urging, the salesperson must understand the customer's mind, build a pleasant and harmonious platform for the customer, and also prop up a splendid sky for himself.

Customers want to be respected and affirmed

The famous Harvard psychologist William?James once said: "The most ardent need in human nature is the desire to be respected and affirmed by others." This is a psychological need that everyone has. No matter in life or work, people hope to be valued , hoping to highlight their own status and value.Therefore, making others feel that he is important to you will often bring them psychological satisfaction and make them feel happy, so that it will be easier to communicate with each other.

We often say that mutual respect is the basis for cooperation and communication between each other, so enhancing the importance of others is also a way of respecting others.Let the other party feel that he is important to you, then the other party will gain a strong sense of security and belonging, and will lean towards you and express trust in you.In the sales work, making customers feel that they are very important is not only a respect for customers, but also a way for the salesperson to win the favor of customers and smoothly purchase the products of the salesman.Because, after all, sales is a kind of interpersonal communication. It is the process of getting acquainted and establishing relationships between salesmen and customers. Only by establishing a good relationship can the relationship between each other be enhanced and customers will buy your products willingly.Therefore, the relationship between salesmen and customers is not only a simple business relationship, but more importantly, an emotional exchange.

In the process of communicating with people, everyone hopes to be recognized, respected, and praised by the people around them. No one wants to be regarded as insignificant by others.Besides, customers are our parents and God, so we must respect customers.Sales masters know the importance of respecting and valuing customers, and if they actively and appropriately satisfy the psychological needs of customers, they will gain a larger market and increase the success rate of sales.

A survey shows that: 15% of customers are because "other companies have better products", and another 15% are because they find "there are other cheaper products", but 70% of customers are not because of product factors. Turn to competitors.Among them, 20% of the customers are "not respected and valued by the salesperson".

Respecting customers is not a slogan, but an action!Whoever truly respects customers to the greatest extent can influence customers!Ordinary salesmen persuade customers, while sales experts do things that respect customers.When a sales expert communicates with customers, he pays special attention to the customer's mentality and feelings, so that customers can feel the joy of communication.

White is a salesman for a car company.Once, when he came to sell, he asked the host what his job was, and the host replied, "I work in a screw machinery factory."

"Stop kidding... so what do you do every day?" White thought the client was joking.

The male host replied seriously: "Morning screw."

At this time, White showed great enthusiasm and interest: "Really? I have never seen such an early screw. If it is convenient, I really want to visit your factory, can I?"

The purpose of White's saying this is to let the client know that he values ​​its work.

Perhaps no one had ever asked him these questions with keen interest before.Hearing White's words, the male host felt a surge of gratitude in his heart, thinking that he was about to be transferred to Shijiao to go to work, and really needed a car, so Dangchan signed a car purchase contract with White.

When White went to the factory to visit him one day, it was obvious that he was really overjoyed.He introduced White to the young workers, and said proudly: "I bought the car from this gentleman." White took the opportunity to give everyone a business card, and through this strategy, White gained more business. .

In fact, respecting and valuing customers has long been a common understanding in the sales industry. Many businesses regard "guests are at home, customers first", "customers are God", and "customers are always right" as their tenets. Salesmen should have a friendly attitude, Strive to provide customers with the most naive and considerate service, so that customers can experience the feeling of "God".If the salesman is always trying to stomp the customer under his feet and exploit them hard, he will lose all the customers and eventually fail.Therefore, the salesperson should respect every customer regardless of their identity, status, or occupation, and should make them feel good about themselves.Let customers have a good feeling. When they feel confident, they will naturally have a good impression on you, and then have a good impression on your products and are willing to do business with you.

Only when you show respect and affirmation to others can you get back a positive response from the other party.Only the salesman who puts the customer in the heart, the customer will put him in the heart. "Let customers feel that they are important" is an important principle to impress customers, which requires the salesperson to give the most sincere acceptance, care, tolerance, understanding and appreciation from the subtleties.

A salesman made an appointment to go to the customer's home to sell and issue, but just happened to meet the customer's home was being renovated.When the salesman arrived, the customer's home hadn't been cleaned up yet, and the room was very messy. The customer hesitated and invited him in.The salesman could tell the customer was a little upset.So I carefully searched for a topic and said: "How big is your room? The decoration is really good, atmospheric and fashionable." When the customer heard him talk about the decoration, he aroused his own topic, and then began to complain, saying that the decoration project was not good enough. It's smooth, many materials are not satisfactory, and the progress is too slow, it has been busy for more than a month and has not been completed.The salesman expressed understanding and said some words of comfort.

At this time, the salesman found that the customer was only wearing a pair of slippers due to his busy schedule, and the living room was relatively cold at this time.So the salesman subtly reminded the customer: "It is indeed tiring to decorate the house, but don't forget to take care of your feet. I suggest that you should 'decorate' them first to avoid freezing and protest to the owner."

The customer actually felt a little cold, but he was embarrassed to say it. At this time, the salesman noticed and reminded himself warmly that it was the customer's heart that warmed up, so he smiled knowingly and said, "That's really embarrassing, I'll excuse you first." Just a moment." The salesman nodded and said, "It's okay, please go ahead."

When the customer came back to the living room and sat across from the salesman, the salesman promptly said: "Pack them up, and I feel at ease. I don't want my customers to be sick and uncomfortable." Warmth passes through.In the ensuing conversation, the atmosphere was very relaxed, and finally the customer decided to buy his full set of kitchen utensils.Before leaving, the customer sincerely said to the salesman: "I will cherish a good salesman like you very much."

Everyone has difficulties and times when they feel troubled, and this is also the time when they need the care of others the most. Whether it is a relative, friend or stranger, perhaps a simple comfort or greeting can give him great warmth and encouragement .Learn to care and help others, so that when you need care and help, many people will lend a helping hand to you.No matter if this person is your relative, friend or stranger, when they need help, if the salesperson can generously show their sincerity and love, maybe one day they will become your most loyal customers.Showing genuine concern for others will not only win you friends, but will also make your customers loyal to you and your product.

Sincerely respect your customers, let them realize that they are very important, and it is the golden key to open each other's heart.Because being important is the deepest desire in human nature.Salespersons should always make customers feel that they are important, give customers more care and understanding, and let customers feel your sincerity and respect. At this time, the barriers between people will be eliminated, and it will be easier for customers to open their hearts and be sincere. treat you well.

Customers love to be praised and complimented

Everyone likes to hear others praise themselves, such as boasting that they are smart, envious of their beauty, saying that they are slender, praising themselves for their well-written articles, and so on.Hearing such words, whether it is true or not, the listener's heart will overflow with unconcealable joy, and they can't even help snickering a few times.This is a kind of psychology that people like to be flattered.From a deeper analysis, the reason why people like to be flattered is actually a psychological need for self-realization.Everyone is eager to be respected, liked and praised by others. This is a kind of social recognition.It will bring them a sense of security, joy, accomplishment and superiority, and means that they have been respected and recognized by others, thus reflecting their own value and getting psychological satisfaction.

So everyone is happy to hear words of praise for themselves and likes to be complimented by others. Even those who usually say they hate being complimented actually like to hear compliments in their hearts.

The reason why customers buy things is not only to meet their daily material needs, but also to satisfy their own spiritual needs.For example, among the current white-collar workers, there are many young women who go shopping in big shopping malls on weekends. In fact, the things they buy are not necessarily practical. They use shopping to relieve stress and obtain a kind of psychological relaxation.If during the purchase process, you hear the salesperson complimenting your appearance, figure, temperament, demeanor, occupation, etc., you will get great satisfaction in your heart, thus erasing the previous bad mood and enjoying life happily.

Therefore, the salesperson should praise his customers in a timely manner during the sales promotion process to satisfy their desire to be complimented, and the customers will happily buy your products.

Jack has just entered the sales industry and is still a student in the learning stage.

One day, a senior in the sales industry took him to do door-to-door sales, hoping that he could learn some experience as soon as possible in actual work.

Jack admires this senior very much, and carefully observes his words and deeds, and remembers them carefully.One day, he found that when the senior saw the client he was meeting with, he said with a smile on his face: "I heard that you have done a lot of good deeds recently. You are really a kind-hearted person. It is a blessing for those poor people to meet you." Kind of lucky."

Upon hearing this sentence, the originally serious customer immediately said with a smile on his face: "Where is it, this is what it should be."

As a result, the atmosphere of the negotiation below has become much more harmonious, and the business that has been rejected several times has now been negotiated.After careful analysis, Jack thought that the words of praise from the senior played a key role, so he was diligent and eager to learn and wrote them down in his notebook.

The teacher finally agreed to let Jack complete the task independently.His first client was a toy dealer. Before meeting this client, Jack made a lot of preparations, including how to introduce pleasantries to the point and how to persuade the client.After being fully prepared, he knocked on the door of the toy dealer.

Seeing the serious face of the toy dealer, Jack decided to ease the atmosphere first, so he said excitedly: "I heard that you have recently produced a batch of new-designed toys, which are selling very well in the market. My little nephew still buys them." Yes, it's really good, he can't put it down every day, if he doesn't like it, you really know how to capture market opportunities!"

After hearing these praises, the toy dealer smiled on his serious face: "Where is it, you are too much. This is not due to me alone, but the result of everyone's hard work."

In this way, the atmosphere of the conversation became much more relaxed, and naturally the business was concluded.

Everyone has vanity, and the best way to satisfy someone's vanity is to make the other person feel superior.But not everyone can be successful and famous. On the contrary, most people live an ordinary life.Everyone usually bears different pressures and obeys orders everywhere.Although this is the norm, most people want to try the taste of being superior to others. Therefore, these people will prefer those who can satisfy their superiority.

And the most effective way to make someone feel superior is to praise the things he is proud of.If the customer's sense of superiority is satisfied, the vigilance of the first meeting will naturally disappear, the distance between the two parties will also be shortened, and the relationship between the two parties will take a big step forward.Here, we call it the praise approach.

The so-called praise approach method, also known as the compliment approach method or the compliment approach method, refers to the approach method in which the salesperson uses the customer's self-esteem and vanity to attract the attention and interest of the other party, and then transfers to the interview approach.In practical life, everyone wants to be known, recognized, mentioned, and praised.For most customers, this method is relatively acceptable.

So, when using the praise approach method, what are the key points we should pay attention to?

First, choose an appropriate compliment target.

Salespeople must choose the appropriate target to praise.If the customer pays attention to dressing, you can ask him how to match the clothes; if the customer is an employee of a well-known company, you can express your envy that he can work in such a good company.

As far as individual customers are concerned, personal appearance, clothing, manners, demeanor, talent and achievements, family environment, relatives and friends, etc., can all be praised.As far as group customers are concerned, in addition to the above-mentioned praise goals, the company name, scale, product quality, service attitude, business performance, etc. can also be used as praise objects.Whether you are praising an individual or a collective, whether you are praising a person or a thing, you should choose the best praise target.If the salesperson is boasting, it will be self-defeating.In particular, salespersons should pay attention to analyzing the sales environment, carefully prepare for approaching, and must not mistake the target of praise.

Second, choose the appropriate compliment.

In fact, unrealistic and hypocritical compliments will only embarrass customers, and even have a counterproductive effect, causing customers to have a bad impression of the salesman.Therefore, when a salesman praises a customer, he must be sincere and measured.

For older customers, you should use more indirect and euphemistic compliments; for younger customers, you can use more direct and enthusiastic compliments.For different types of customers, the way of praise should be different.For example, in the face of serious customers, the praise should be natural and simple, and stop at the end; for vanity customers, you can try to play the role of praise.

Finally, be aware that not all customers are happy to receive compliments from salespeople.

Even the same customer will have completely different reactions to the same compliment in different sales environments and in different moods.In fact, some customers like to express themselves, especially to show off in front of others. This kind of customers hope to be praised by the salesman, but if they get inappropriate praise, they will have a feeling of being looked down upon. It's like neglecting yourself.There are also some customers who are unwilling to have too many conversations with the salesperson, let alone the salesperson's comments and irresponsible remarks, especially don't like the salesperson to touch their personal or family affairs, and think that the so-called praise of the salesperson is nothing more than It is just a means of fooling customers, therefore, the praise of the salesperson is not taken seriously, and even very disgusted.

The basic principle of praise approach is in line with Maslow's principle of needs.People want to be recognized and respected by others for their honor and achievements.People also hope to get the praise and favor of others when they dress up.Since people have the need to be recognized and praised, salespeople can use this motivation to recognize customers, praise customers, and approach customers.In the actual sales work, the salesperson will meet various types of customers, and there are some customers who seem to be unreasonable, but as long as the salesperson does not have prejudices and preconceived ideas, he will always find something to praise.

Customers want to save money
Almost everyone is interested in money, and ways to save money and make money can easily arouse the interest of customers. As a salesperson, helping customers save money is helping them make money. Only when you can save money and make money for customers can you earned money.

For example, you could say this to a client:

"Director Chen, this machine is faster than your current machine, consumes less power, and is more accurate, which can reduce your production costs."

"Small businesses like yours often feel that the accounting work is complex, tedious, and time-consuming. Using the company's H series products, you will find that you can improve the efficiency of your accounting processing and directly reduce the cost of your business. costs and create higher profits.”

"Director Wang, the installation of this enterprise LAN will make your company earn 200 million yuan more within a year."

"Using a pressure cooker for a family of five can save one and a half coals a day. Calculated at 1 dime, it can save 36 yuan a year. The pressure cooker can be used for 8 years according to the national standard. That is to say, using a pressure cooker in your family will not only save time and trouble. , the coal savings amounted to 300 yuan, while our pressure cooker only sold for 70 yuan."

……

Sales masters do not sell products to customers, but provide customers with ways to save money and save customers money.For a customer, what he cares about is his own interests, and whoever can provide him with high-quality products and services at a favorable price will make a deal with him.

(End of this chapter)