Sales start with being rejected

Chapter 7 Responding to Customer Rejection——Success Begins with the Customer Saying "No" (2)
In any case, customers have the desire to "want", and the above four demand goals are the main source of customers' purchasing behavior.Therefore, the salesperson should focus on the customer's needs, not his own needs.

Customer sentiment is at a low ebb
Customers' emotions contain business opportunities and are the power to stimulate customers' purchase behavior. Sales staff can accurately grasp and guide customers' emotions so that customers can generate emotional needs and establish a good and stable emotional connection with customers, which will be conducive to the development of marketing and services. .But when the customer's mood is at a low ebb, there is no mood to negotiate at all, and it is easy to refuse at this time.

The salesman Xiao Wang came to sell. His customer suffered from insomnia last night and was really bored.At this time, the customer seemed to be drowsy. The water boiling on the stove in the kitchen boiled, and white water vapor spewed out from the lid of the teapot, making a sound of "click, click, click". ’ The sound disturbed him.

Seeing this situation, Xiao Wang immediately said: "The sound of boiling water 'click click' is really annoying. However, I have a good way to solve this problem."

"Is there any good way?" The customer immediately became interested.

Xiao Wang expressed his thoughts: "White water vapor is sprayed from the lid of the teapot, so it makes a 'click-click' sound. If a small hole is drilled in the lid, the hot air in the pot will have a channel to dissipate, and it will not Noise again. This is a relatively simple problem in physics, why don't you try it?"

As soon as the client heard the idea, he was excited, energetic, and acted immediately.He got his tools and immediately started drilling holes in the lid of the teapot.After a while, the small hole was successfully drilled, and the "click click" water vapor sound really disappeared.

"Great, thank you very much!" The customer was excited.

Next, they got into the subject and quickly settled a deal.

Sometimes, clients are extremely sensitive to external things and people, and they are brooding; they may be emotionally unstable and easily agitated.When the customer's mood changes, it is usually expressed through some words and phrases in the dialogue, such as "too" bad, "how" possible, "very" bad, etc. These words all show the customer's subconscious orientation, Indicating their emotional state, we need to pay extra attention when listening.At this time, you must be patient and not impatient when dealing with customers. At the same time, remember to be cautious in your words, and avoid arousing customers' resentment.If you can grasp the other party's emotional changes during the sales process, let it go naturally, and put forward your own point of view at the right time, then success will belong to you.

client hides ideas
When customers have the mentality of hiding their thoughts, they will come up with all kinds of excuses for rejection.

1.Money is tight

Many customers are short of funds and their budgets have been spent, but there must still be a spare fund on hand, which can be used under special circumstances.If the other party has indeed spent their budget, your product pitch must be compelling in order to convince the other party to use the reserve funds.Such as:

Customer: Mr. Zhang, I'm really sorry, your product sounds very attractive, but we don't have such a budget now, please contact me again in autumn.

Salesperson: Mr. Li, I regret to contact you so late.I haven't told you yet, however, that we will advertise our products in newspapers and on television.If you purchase from us, your and your company's name will appear in the advertisement.Our campaign last year was extremely successful.How about this, next week I will bring our products for you to have a look at?
2.No time

Sometimes, the customer is not necessarily because he is busy. If he wants to see you, he can usually squeeze out the time.He said he was too busy to see you, that was an excuse.Instead of asking when they're less busy, just ask about making an appointment to meet.

Client: I'm too busy this month to see you.

Salesperson: You need to see me because you are busy.I have a solution that will save you an hour a day without increasing your costs.Can we meet this afternoon?Maybe tomorrow morning would be better?

If their schedules are really full, the chances of them changing are slim to none.In this case, it is very important to deepen the other party's impression of yourself. Generally, it is more appropriate to send a letter with a product manual.

3.Satisfied with the original product supplier
If the customer cooperates more successfully with his product supplier, he will continue to cooperate with this product supplier, and will not easily turn his attention to others.

If you want to compete with the original product supplier, it will be difficult to establish a business relationship with this customer, and it will be difficult to attract the other party through general product promotion.You must focus on promoting the advantages of your products and business practices, such as high profits, free advertising, payment of special promotion fees for all or part of the products, and return of goods that do not sell well.Aside from technical factors, the only way you can beat your customer's original product supplier is to work twice as hard as your opponent.

Above we talked about three hidden ideas that customers may raise.Of course, the customer may also come up with other hidden reasons such as excuses and evasions, which require the salesperson to make a correct judgment in a targeted manner, so I won't explain them one by one here.

Customer dissatisfied with salesperson
Salespeople must pay attention to their words and deeds when facing customers.For example: when a salesperson explains a product, don't use too advanced expertise, because it will make customers feel that they are not competent to use it, and they will refuse; Too much or too little listening, because it will not be able to really grasp the customer's problem point, and there will be many rejection factors; the salesperson should not talk about winning the customer everywhere, otherwise it will make the customer feel unhappy, and put forward many subjective ideas.

As a salesperson, you must remember that your attitude towards customers will determine the attitude of customers towards you. In the process of communicating with customers, you must have a sense of integrity. Honesty towards customers is the most basic quality of a salesperson.Sales career is the process of communication and negotiation between the salesman and the customer. Through the communication with the customer, the trust is gained, and then the product is ordered and even the salesman is helped to sell the product.Integrity to customers is mainly not to deceive customers with inferior products, and not to arbitrarily exaggerate the performance of products.

Salesman: "Our machines save electricity and fuel, and are absolutely silent."

Customer: "It seems that other machines also save electricity and fuel, and also guarantee no noise."

Salesman: "Our machine is particularly energy-efficient and fuel-efficient. It hardly uses electricity or oil."

Customer: "Could it be that your machine is a perpetual motion machine."

Salesman: "The perpetual motion machine still takes up a lot of space! Our machine doesn't take up much space."

……

Such a dialogue can only be regarded as a joke between salesmen, not as a salesman selling to customers.The presentation of the product is already pretty outrageous and pure deception.But in reality, there are indeed situations where salesmen sell to customers in this way.

Why does this happen?There are three main reasons:

1.The salesman is not familiar with the product.Salesmen themselves are not familiar with the product, so they are easy to fall into the trap of misinformation. The salesman will say what the trainer says.The trainer said that the salesman should believe that the product he sells is the best, and the salesman will really find out a lot of reasons to prove that the product is the best. To be unique, to achieve the ultimate.However, the ultimate is a perpetual motion machine, a machine that can continuously do work without consuming any energy.Obviously, the salesman in the above example is also unfamiliar with perpetual motion machines.Therefore, salesmen must have a deep understanding of their own products and competitors' products before selling products. Only by understanding the advantages and disadvantages of the product itself can salesmen sell products to customers better and more correctly.

2.The clerk's sense of integrity is lacking.Integrity is a person's pass in the society, and integrity is also a pass for a salesman to engage in the promotion industry.If the salesman has no sense of integrity, he is likely to say something to deceive customers, such as wantonly exaggerating the performance of the product.Integrity is the professional ethics of the salesman, and deceit makes the salesman's sales career end prematurely.Salesmen must cherish their feathers and the foundation of their existence.As Lincoln said: A man may fool some of the people all of the time, and all of the people some of the time, but he cannot fool all of the people all of the time.The same is true for salesmen.In a market environment where information is disseminated increasingly rapidly, it is easy to see through the salesman's wanton exaggeration, and even if he succeeds occasionally, such success will be quite short-lived.The salesman should establish such an awareness in the sales: every word the salesman says is a promise, and he must bear the responsibility.

3.Salesmen are prone to being emotional.Emotional people often let their emotions overcome their reason in times of crisis.When a customer compares a competitor's product with a salesman's product, the salesman often retorts naturally, thinking that the competitor's product is useless and his own product is omnipotent.The result can only be to exaggerate their own products.In the process of sales promotion, the salesman must remain rational, and must be measured in what the customer should say and what not to say. Never be provoked by the customer and become unrestrained.

Therefore, as long as we serve customers sincerely, think what customers think, and worry about what customers are anxious about, we can turn customer dissatisfaction into "satisfaction".

Ways to identify customer rejections

Observation

When you provide a yes answer to each objection, pay attention to the response of the client.Generally speaking, if they don't respond to your answer, it means they didn't tell you the real rejection.

There is a salesman with outstanding achievements who is not only empathetic, but also very astute, and can accurately glimpse the other party's state of mind and inner intentions.When someone asked how she grasped the other party's thoughts when they were silent, she replied: "As long as you observe carefully, you will find that although the other party is silent, you can find it from the changes in his demeanor and expression." Changes in their inner thoughts and feelings. For example, under normal circumstances, when the client is sitting, the toes are always on the ground and they are still. But when the mood is tense, the other party’s toes will be raised involuntarily, so , as long as I see whether the other party's toes are on the ground or raised, I can judge whether his inner world is calm or tense. Another example, in a normal state, most smokers keep a certain length of cigarette butt when they extinguish it, but when it is very Under normal circumstances, the remaining cigarette butts may be longer. Therefore, if you find that the cigarette butt in the other party’s hand is still long, but it has been put down and extinguished, you have to be prepared, and the other party may plan to leave.” From here From the words of a sales lady, it can be seen how observant she is in her work style, which also reveals the secret of her successful sales.

Therefore, you must observe the customer's reaction at any time during the sales process, and make accurate judgments on the customer's ideas in a timely manner.

direct questioning

If you have no way of knowing if it's a real rejection, stop beating around the bush and ask the client a candid question, it's really not a big deal.for example:
"Sir, I really want to ask you to do me a favor."

Most people would say, "Of course, go ahead!"

"I believe I have satisfied you with my answer, and it seems to me that you have something else to hide from me, so I should like to know the real reason for your hesitation."

"No reason really, I just need time to think about it."

"No, you must tell me today exactly what makes you feel a little bad."

"...Well, well, to be honest, it's..." Finally they expressed their true thoughts.

When you get this message, respond immediately: "I was wondering if that was the case too, and I appreciate your candor with me..."

In this way, a business which was likely to be lost was hoped to be concluded again.

Therefore, in response to the customer's rejection, you can ask some questions, do some supervision and guidance, to test out his real thoughts.

"What do you think is fake about this product?"

"What do you think a reasonable price should be?"

"What aspect of it do you dislike? The color, or the style?"

"Since you admit that the product is good, why don't you want to buy it now?"

The more unfounded the client's objection is, the more difficult it will be for him to answer your questions; the more you learn from the client's conversation, the more likely you will be able to uncover the real motivation behind the objection.

You must learn how to ask questions.When you use it proficiently, you will feel very calm: firstly, you can discover the real rejection, and secondly, you can gain time to think about the changes so that you can prescribe the right medicine.

Client: This set of plans looks very impressive.You must leave me a business card, I will call you in a few days.

Salesperson: I understand your position, why do you want to wait and call me in a few days?

Client: I always think carefully before making any decision.

Salesperson: This is a normal reaction, why do you always have to think about it?
Client: About ten years ago, a guy sold me siding and storm windows on a house. I signed the contract right away without thinking. It was a very sad mistake that I should have avoided.

Salesperson: I understand your situation, why do you think that a harrowing experience with an exterior siding salesman ten years ago will prevent you from starting this set of plans now?

Client: Well, that experience made me a cautious person, and I just wanted to take my time so I could be sure I was making the right decision.

Salesperson: I can understand how you feel.Besides this, is there any other reason why you can't start this set of plans today?
Client: No, that's all.

Now you know what a real rejection is: the real reason a customer objected to ordering you immediately was that he was overly cautious because he had been cheated by unscrupulous salesmen in the past.

When talking to a client, be sure not to let the client lead you around in circles.This method is very simple, you just need to grasp the "key" words: take the key words revealed by the customer's previous excuse as your next question, so that he will not be able to lead you out of the subject.

Customer: I'll call you again in a few days.

Salesperson: Why do you want to call again in a few days?
Client: I want to think about it again.

Salesperson: Why are you giving it a second thought?
Client: Yes, I always think carefully before making any decisions.

Salesperson: Why do you always have to think about it?
repeated confirmation method

In order to understand the reasons for the customer's refusal, you must first learn to listen, and then understand his refusal.When you feel that you have heard it clearly, you can repeat his rejection in your own words, firstly to show that you attach importance to it, and secondly to see if your understanding is correct.Many sales professionals do this.

You can repeat the customer's words like this:
"So you're worried that this model might be obsolete in six months..."

"You're saying that price and reliability are very important to your company..."

"So you think our asking price is too high..."

You feel like you don't have enough space to—…. "

If the buyer answers "Yes, that's right", it's good, it means that you understand it correctly, and you can proceed according to your plan.

If they answer "Not quite," that's fine, you've found that at some point you don't fully understand their position.Then ask the other party to explain again to confirm whether your understanding is correct.

At this time, pay attention to encouraging the other party to speak, and you should speak less.To listen, to clarify, to confirm.Then remove his negative attitudes and feelings.

Then, say something to disarm it:
"I can understand your feelings..."

"This statement is very interesting...",
"You ask a good question..."

"I understand why you care about..."

Now, you may or may not have a full and complete understanding of rejection.If not, then ask potential buyers to clarify further:
"How did you come to such a conclusion?"

"What question made you think so?"

"I think you have a good reason for saying that, can you tell me?"

Remember, at this time, you only need to ask the other party to explain and clarify the rejection and the reasons behind it.Instead of responding to rejections, keep listening, and even push for more reasons not to buy your product:

"Do you have any other questions?"

"Do you think there is anything else I should tell you?"

In this way, you can make a correct judgment on the real reason of the customer's rejection.

lost business law

If you've tried everything and haven't gotten the client to say no, it means you can't make the deal anyway.Then practice the last trick-lose the business method, and see if you can turn around.

When it's clear you've lost the business, you start "packing" - putting your samples, documents, etc. back in your briefcase, showing that you're leaving, thanking the client, saying some hope If there is an opportunity to cooperate again in the future.When you got up to leave and walked to the door, you turned around suddenly, and you spoke again:

"Mr. So-and-so, I am very embarrassed to ask you, because this is of great significance to my career. If you can answer this question, it will be of great help to me."

At this time, most people are still willing to help you answer this question.Then you say:
(End of this chapter)