Sales start with being rejected

Chapter 9 Responding to Customer Rejection——Success Begins with the Customer Saying "No" (4)
Some salesmen can't take the initiative to ask customers for a deal. These salesmen are afraid that if the customer refuses to make a deal request, it will destroy the atmosphere of the negotiation. Some new salesmen are even embarrassed to ask for a deal.According to the survey, 70% of the salesmen failed to make timely transaction requirements.Many salespeople fail simply because they don't ask for an order for fear of rejection.Pod, former chairman of Xerox Corporation of America?McCoffen said that the main reason why salespeople fail is that they did not make a closing request. Not making a closing request is like aiming at the target but not pulling the trigger.This is wrong.No deal without request.Research in the United States shows that for every deal a salesperson closes, he or she is rejected at least six times by customers.Salespeople learn to accept rejection in order to finally close a deal with a customer.

Some salespeople think that the customer will initiate a closing request, so they wait for the customer to speak first.This is a serious mistake.

A salesperson makes multiple sales trips to a company.One day, the manager of the company's purchasing department took out a contract that had already been signed. The salesman was stunned and asked the customer why it took so long to decide to buy. The customer's answer was: "Today is your first ask us to place an order."

This story illustrates that the vast majority of customers are waiting for the salesperson to make the closing request first.Even if the customer takes the initiative to buy, if the salesperson does not take the initiative to ask for a deal, the sale will be difficult to close.

In many instances, we found an interesting phenomenon.When we asked unimpressed customers why they didn't make further purchases, we were surprised when they replied, "The salesperson didn't ask us to do this."In the sales process, your product descriptions, presentations and resolving customer rejections are just your auxiliary tools, the purpose is to reach an agreement with the customer, but some salespeople tend to ignore this in practice.The customer's purchase is composed of many factors. Your persuasion has worked but you don't know it. You have been waiting for the customer to nod and agree, but you gave up the good opportunity to make a deal in vain.

Gain the trust of customers

The more harmonious the relationship between the salesperson and the customer, and the more he can gain the trust of the customer, the more beneficial it is to change his attitude of rejection.When the salesman transforms the customer's attitude of refusing to buy, he should try to avoid making the customer feel that he is deliberately persuading him, so that he can easily change his original attitude by accepting new information.Otherwise, if the customer finds that the salesperson is trying to change his attitude, he will often feel defensive or even confrontational, which is not conducive to the change of attitude.

Joe Girard once told such a story:
I remember once a middle-aged woman walked into my showroom and said she wanted to check out the cars and kill some time.During the chat, she told me that she wanted to buy a white Ford, like the one her cousin drove, but the salesman at the Ford dealership opposite told her to come back in an hour, so she came here first .She also said it was her birthday present to herself: "Today is my 55th birthday."

"Happy birthday! Ma'am." As I said, I asked her to come in for a casual look, then went out to explain something, and then came back and said to her, "Ma'am, you like white cars. Since you have time now, let me introduce you to them." Our coupe—also white."

We were talking when the secretary came in and handed me a dozen roses.I gave the woman the flowers: "Long life, my dear lady."

She was obviously very moved, and her eyes were moist. "It's been a long time since anyone gave me a gift," she said. "The Ford salesman must have seen me driving an old car and thought I couldn't afford a new one. I just wanted to see the car, but he said he was going to buy a new one." He received a sum of money, so I came here to wait for him. Actually, I just want a white car, but my cousin’s car is a Ford, so I also want to buy a Ford. Now that I think about it, I don’t have to buy a Ford. "

In the end she bought a Chevrolet from me and wrote a check for the full amount.In fact, from the beginning to the end, I did not persuade her to give up Ford and buy Chevrolet. It was just because she felt the importance here, so she gave up her original plan and chose my product instead.

This story tells the salesman that most of the key to the transaction is the customer's feeling at work, that is, whether the customer feels that they need your product.Customers don't like to be controlled, but if they feel the need, they will buy naturally.We're not selling a product, we're helping customers figure out why they should buy it!The biggest difference between sales elites and ordinary salesmen is that the former are more able to reverse customers' rejection attitudes in many ways, and achieve the ultimate goal of sales by eliciting customers' internal needs for products.Let's take a look at how to reverse the customer's rejection attitude through the best efforts.

Inspire customer intimacy

The initial stage of facing customers is the stage where rejection and setbacks are most likely to be encountered. Too many salesmen can't let go of the setbacks just approaching customers.Do you remember the first time you learned to swim, or the first time you stood on the ice rink, did you have to go through countless failures before you could experience the tricks the coaches told you?Therefore, it is worthwhile for you to practice continuously in the initial stage of dealing with customers, because the success or failure of the customer's perception of you determines the difficulty of your next sales work, which will do your best to reverse the customer's rejection attitude. bedding.

Salespersons can use gift items and free tasting methods to arouse customers' intimacy, and the effect of this method is also very obvious.For example, in daily life, we find that in order to get acquainted with the other party quickly, many salesmen who come to the door often pass a cigarette to the other party to arouse the closeness of both parties.When using this method, the salesperson should pay attention to the appropriate gift items, which are convenient for customers to take or taste, and the language used should be enthusiastic and active.

In the sales process, the salesman presents appropriate gifts to customers to express congratulations, condolences, and gratitude, not to satisfy someone's desire or to show his wealth.Therefore, when choosing a gift, you should choose some items that have strong commemorative significance, certain characteristics, and are beautiful and practical.The gifts given should be legitimate and legal products. Some salespersons take advantage of the greed of a few customers for small profits and send some fake and inferior products. In the end, they are the ones who suffer the most.Before choosing the gift to send, the salesperson should understand the customer, match what he likes, and buy some things that the customer needs urgently.Of course, try to give gifts that are consistent with or matched with the products you sell. For example, you can send a thermometer when you sell refrigerators, a few CDs when you sell high-end stereos, and washing powder when you sell washing machines.Pay attention to the necessary etiquette when giving gifts, consider different occasions, distinguish different seasons, and present different gifts for different occasions.Gifts should generally be given face to face, and cannot be passed on by others. However, during festivals and festivals, they can be delivered by mail or by a special person, with the giver's business card and congratulatory message attached.It is worth pointing out that salespersons should not violate the law when giving gifts, and cannot bribe people in disguise, especially not to give high-value gifts, so as not to be accused of bribery and damage the salesperson's reputation and image.

The salesperson can also take advantage of the customer's psychology of pursuing interests, and give the customer some benefits or benefits in product sales, so as to attract the customer's attention and arouse their interest, so as to smoothly transfer to the business interview.This method is in line with the profit-seeking psychology of customers in consumption, and directly shows what kind of benefits customers can get when they buy products, which will help customers correctly understand the products, thereby enhancing purchase confidence.

In the actual sales process, many customers hide their profit-seeking psychology, sometimes do not understand the situation, and are unwilling to actively ask questions in this area, which hinders the understanding of the benefits that the product can provide, and the salesperson can point out this issue. Highlight the sales focus of the product and emphasize the benefits that the product brings to the customer, so as to arouse the customer's attention and interest, thereby reversing the customer's rejection attitude.

avoid arguing with customers

Do not argue with your client, because nine times out of ten the outcome of an argument will make both parties more convinced than ever that they are absolutely right.You can't win an argument.If you lose, of course you lose; if you win, you still lose.Because the customer has lost face and will not buy from you again.

Never talk to your customers.Whatever you argue about, you will gain nothing.Why?So what if, by your victory, your opponent's argument is rife with attack, proving him useless?You will feel elated.But what about him?You make him ashamed, you hurt his pride, and he will resent your victories.Moreover, "Even if a person takes it orally, he does not necessarily accept it in his heart."

Penn Life Insurance Company established an iron rule: "Don't argue." The real sales spirit is not an argument, and people's minds will not be changed by arguments.

Lincoln once reprimanded a young officer who was having a violent quarrel with a colleague. "Anyone who is determined to achieve anything," said Lincoln, "will waste no time in private disputes. The consequences of disputes are more than he can afford, and the consequences include temper tantrums and loss of self-control. Be equal to others. Concede a little more on things that are right; and a little less on things that are obviously right for you."

Like wise Benjamin?As Franklin said: "If you are always talking and contradicting, you may win once in a while; but it is a hollow victory, because you will never get the other side's favor."

Therefore, as a salesman, you have to weigh yourself: Do you want the kind of literal, superficial victory, or the customer's goodwill towards you?Keep this irrefutable rule of thumb in mind and let your client beat you in trivial arguments.

Use humor to open the door of customer rejection
The salesperson should have a cheerful personality and humorous conversation, which will help you create a pleasant sales atmosphere.Humor is the panacea for converting rejections during the sales process.Nothing builds a relationship like humor, the engaging component, the key that opens the door to rejection from clients.

In the sales process, if there is a customer rejection or even a stalemate, if the salesperson uses humorous language appropriately at this time, it will bring comfort to both parties and shorten the distance between each other. Simple and simple humorous language can play a role in turning rejection into intimacy and hostility into friendship.Let the other party comprehend your intentions in the humor, and then resolve the rejection, and the situation of another village appears.Ippei Hara, a Japanese sales master, once had this experience:

One day, Yuan Yiping went to visit a prospective client, he knocked on the client's door,

"Hi! I'm Hara Ippei from Meiji Insurance Company."

The customer perfunctorily said: "Oh..."

The other party looked at the business card, and after a while, he slowly raised his head and said:
"A salesman from an insurance company came to me a few days ago. Before he finished speaking, I sent him away. I don't know how to insure. It's useless for you to say more. In order not to waste your time, I see you Let's find someone else."

"Thank you for your concern. After you listen to my introduction, if you are not satisfied, I will cut seppuku on the spot. Anyway, please spare some time for me!""
Yuan Yiping said with a straight face, the other party couldn't help laughing and said, "Are you really going to do seppuku?"

"That's right, just stab it like this..."

Yuan Yiping answered while gesturing with his hands.

Client: "Just wait and see, I'm going to make you do seppuku."

"Come on, I'm also afraid of seppuku, it seems that I have to introduce it carefully."

Speaking of this, Yuan Yiping's expression suddenly changed from "serious" to "ghost face", so the prospective customer and Yuan Yiping laughed together.When two people laugh at the same time, the strangeness disappears, and the opportunity to make a deal will come.

In a specific environment, Yuan Yiping created a dramatic scene with an exaggerated comparison of "death" and broke the client's rejection. It cannot but be said to be a masterpiece of humor.It can be seen that the salesperson's hearty personality and humorous conversation are a good way to transform the customer's rejection attitude. If used properly, it will achieve twice the result with half the effort.

Successful sales come from the art of language.A great salesperson is someone who knows how to use the art of language to convert rejections from customers.A humor survey conducted by 329 large companies in the United States showed that: 97% of salespeople believe that humor is of great value in sales, and 60% even believe that sense of humor determines the degree of success in sales.

There is a real joke: when the salesmen of two insurance companies were selling the company's insurance business, they were praising how thoughtful their service was and how fast the payment was.The salesman of Company A said that his insurance company sent the check to the policyholder on the day the accident happened.And the salesman of the company was not to be outdone, so he joked: "What is that! Our company is on the 40rd floor of a 23-story building. One day, one of our policyholders fell from the roof. When we passed the 23rd floor on the way down, we had already stuffed the check into his hand." The result, of course, is that the company's salesmen have won more customers.

Although this is just a joke, it can make people feel the charm of humor.It can be seen that humor is the golden key to a salesman's success, it has a great appeal, and can quickly open the door of rejection from customers, allowing customers to have a good impression of you and your products or services after a knowing smile, thereby inducing the motivation to buy. Facilitate quick transactions.

Seeing the tricks and tearing down the tricks - prescribing the right medicine to resolve customer rejection

In the sales process, the most annoying but most frequently encountered phenomenon for salespeople is the rejection of customers. Although you visit customers with confidence, customers still do not take purchase actions.For a novice salesman, he may withdraw from the sales industry due to the psychological pressure caused by constant rejection.Experienced salesmen regard rejection as a normal phenomenon, do not stop selling because of rejection, but regard rejection as a signal, analyze the original intention from the customer's rejection, and be good at changing the other party's point of view , Turn customers' indifferent resistance into concern for products and services, and finally lead customers to decide to pay.

A good salesperson must not only be able to face up to rejection, but also learn to deal with and deal with various rejections.Generally speaking, there are the following methods to resolve customer rejection.

Counterargument

Rebuttal processing method refers to a processing method in which the salesperson directly denies the customer's rejection based on obvious facts and reasons.Rebuttals can enhance the persuasive power of sales interviews in practice, enhance customer confidence, save sales time, improve sales efficiency, and give customers a simple, clear and unquestionable answer.Therefore, correct and flexible use of rebuttals can effectively handle customer rejections.This method is best used in response to denials or speculative statements of truth in question form, rather than for statements of seeing or statements of fact.If the customer asks anxiously: "Does this color fade in the sun?" The salesman replied: "No, absolutely not. The test has been proved many times, and we can guarantee it." When using the rebuttal method, the salesman It is necessary to state the facts, reason, and express negative opinions. The attitude must be sincere and earnest, not as if you are launching an offensive, and you must not show that you want to lose your temper. For example:
Client: "The ratio of public facilities to the total area of ​​this house is much higher than usual."

Salesperson: "You may have misunderstood. In the garden house launched this time, the public facilities account for 18% of the total housing area, and the public facilities in general buildings account for 2% on average. Ours is 19% less than the average."

Customer: "Your after-sales service has a bad atmosphere, and the phone calls for repairs are long overdue!"

Salesperson: "I believe that what you know must be an individual case. We are very sorry that this happened. Our business philosophy is service first. We have telephone service in technical service departments all over the province. The center is always in contact with the technicians who are serving outside, hoping to serve customers as quickly as possible, so as to achieve the promise of repairing on site within two hours after calling for repairs.”

When there are two situations where customers have doubts about your company's service and integrity or the information quoted by customers is incorrect, you must directly refute, because if customers have doubts about your company's service and integrity, you have a chance of getting an order. It can be said to be almost zero.For example, if the claims integrity of an insurance company is doubted, would you insure with this company?If the information quoted by the customer is incorrect, if you can support your statement with correct information, the customer will easily accept it and will trust you more.

When using direct rebuttals, the salesperson should pay special attention to the choice of words and phrases, be sincere in attitude, and never hurt the customer's self-esteem, and let the customer feel your professionalism and dedication.Because if this method is not used well, it will easily cause a frontal conflict between the salesperson and the customer, which may increase the psychological pressure on the customer, and even irritate the customer and lead to sales failure.If the customer's self-esteem is hurt by directly refuting the customer, the customer will refuse to buy even the best product.So rebuttal law cannot be abused.

But how to deal with

However, the processing method refers to a processing method in which the salesperson indirectly denies the customer's rejection based on the relevant facts and reasons.Some rejections from customers, if we directly refute them, will cause customers to be unhappy.In this regard, we can first admit that the customer's opinion is reasonable, and then put forward a different opinion.When a customer says no, we say "yes, but..." or "yes, but..." before moving on.

(End of this chapter)