speaking psychology
Chapter 9 Sales Eloquence That Touches People's Hearts
Chapter 9 Sales Eloquence That Touches People's Hearts
Selling is about introducing the benefits offered by a product to meet a customer's specific needs.Good eloquence determines the success or failure of sales to a large extent.In fact, the ingenious way of speaking is not born, and we can do it through certain learning and practice.
Necessary criteria for salesman's eloquence quality
Good eloquence is the necessary hardware for a salesman, but eloquence is not born, it requires the salesman to have some knowledge reserves and accumulation.For example, a product salesman not only needs a thorough understanding of the product, but also needs some diplomatic strategies and a friendly service attitude.Some of the qualities listed below are must-haves as a salesperson.
1.Knowledge
Salespeople should be very familiar with their products and customers.If you can't answer when customers ask about the product, it will make customers feel distrustful.On the contrary, if the salesperson has a wide range of knowledge and is very familiar with the product, and can clearly state the size, weight, etc. of the product, he can win the trust of the customer and stimulate the customer's desire to buy.
2.polite
A genial attitude is essential in sales.When selling products to customers, the salesperson should adopt a more friendly and respectful attitude.In order to be able to naturally express a modest and polite tone, as a salesperson, you must have sincerity.Some salesmen lack the basic business spirit, think that introducing products to customers is a boring thing, and ignore customers.In fact, as far as customers are concerned, they often really don't understand. As a salesperson, they should satisfy these requirements of customers.
3.enthusiasm
Selling should be an industry full of enthusiasm, and salesmen should use their sales enthusiasm to infect customers' buying enthusiasm.Only when your sales are "enthusiastic" enough can you easily overcome the prejudice and resistance from customers. If a salesman loses enthusiasm, then his sales vitality is almost zero, and it is difficult to achieve anything in a negative sales state of.
4.Service awareness
In the face of customers who want to buy, as a salesperson, you should consider what services the customers need.Usually, the more you are willing to serve customers, the more sincerely customers will be able to return you.
5.originality
Only imaginative language can move people more.Because customers have various purchase criteria, through your imagination, you can introduce the value of the product from different angles.In order to meet the customer's standard.For example, there is a greater degree of freedom in the interpretation of product colors.If the product is black, it can be said that "black" shows elegance.If the item is red, you can say that red is more vibrant.Specifically how to play, your imagination is very important.
6.constructive opinion
When sales negotiations cannot continue and come to an impasse, it is necessary to put forward constructive opinions.This kind of opinion can often make the negotiation turn around. If you play well, you will win the respect and trust of the other party.
7.friendship
It would be the best if you can add friendship elements to the promotion.This will make your sales go much smoother.In the process of sales promotion, as long as any request made by the customer can be achieved, as a salesperson, you should try your best to do it, and you should not appear impetuous and impatient, and you must give a frank and sincere attitude.
8.diplomacy
An experienced salesman should be quite intelligent and able to use some diplomacy in the sales process.In the case of customer dissatisfaction, not only do not quarrel with customers, but also can skillfully eliminate conflicts.For example, if a customer is dissatisfied with the product you showed him, it is necessary to make some concessions, which are easier to solve the problem than excuses.For example, a salesman can say: "I'm sorry, I may have misunderstood what you mean." In this way, the conflict can be easily alleviated.
9.patience
As a salesman, enough patience is necessary.Because only in this way can the customer's resistance be dispelled, and we should persevere and not let any opportunity slip away in vain.If you think that the other party is a potential customer of your product, you should continue to lobby this customer. If you give up because of embarrassment, you will lose your success.
10.adaptability
Adaptability is one of the essential qualities of a salesman.Since the working situation is often unstable, no matter what the situation, the salesman should have the ability to respond quickly and agilely.In addition, when a salesman recommends a product, he should not state all the advantages of the product at the beginning, but should have some reservations.Because in the process of sales negotiation, customers' doubts and wavering may arise at any time.In this case, the salesman can gradually explain the advantages of the product as a new supplement and explanation, so as to re-impress the customer and strengthen the customer's determination to buy.
Therefore, being a salesman requires many qualities.A clear understanding of business knowledge, a clear judgment of market conditions, and consideration of customer psychology are all important chips for successful transactions.Of course, the most important thing is to have a good eloquence to fully express these factors.
Principles of Sales Eloquence
Being eloquent and eloquent is not a good sales eloquence, and blindly speaking only good things and flattery are not the best strategy for lobbying.In the sales process of a mature salesperson, his words must first be able to express his intentions.If a salesperson can't express himself clearly and doesn't have his own opinion, no matter how eloquent he can be, he can't impress consumers.Therefore, in order to facilitate transactions and achieve the purpose of successful sales.Marketers must have a good eloquence.So, what is the definition of good eloquence?Under normal circumstances, the speaking style that meets the following conditions is a good sales eloquence.
1.proper wording
Fully respecting the personality and habits of customers is the precondition for salesmen to communicate with customers smoothly. During the communication process, they must not speak rudely and hurt the self-esteem of customers.The euphemistic and implicit way of speaking is always universal, and it can help you express yourself smoothly.When it is difficult for us to give an accurate evaluation of the customer's opinion, we can take the method of delay and tell the customer that his opinion should be considered instead of saying yes or no right away.
2.speak at a moderate pace
When facing customers, smart salesmen will never be eloquent, and they will talk endlessly. They will judge the situation and slow down their speech according to the progress of the conversation. "The customer's thinking is the most important thing.In fact, the purpose of the conversation is to let customers know the product, understand the product, and generate interest in the product, thereby promoting the conclusion of the transaction.
3.Reasonable, justified, reasonable
To tell the truth, it is "reasonable" to tell your true thoughts. In the process of sales promotion, due to some differences of interests, it is inevitable that there will be some inconsistencies with customers, and it is even rare that they are completely consistent.For example, when negotiating the price, the price offered by the customer is unacceptable to you. At this time, you must be polite and be able to boldly state your position and point of view.Of course, you must be well-founded, so that your point of view can be more convincing and easier to be understood by customers.
In addition, self-control is also a must for salespeople.That is the so-called "section".Because everyone has different views, it is inevitable that there will be differences in the communication process. At this time, we must have a calm and rational attitude to achieve mutual understanding.If a customer deliberately provokes you, you should keep calm and quickly think about countermeasures, otherwise, you will fall into the customer's trap.
In short, an experienced salesman will not quarrel with customers directly under normal circumstances, which is always the worst policy.Talking gently and with reason is the right way.
4.speak clearly
Attention to cause and effect, context, and a good at categorizing the conversation style can be called clear.If you want to express different opinions, you should pay attention to the use of turning techniques.If multiple points of view and opinions need to be completed in one conversation, it is necessary to appropriately add sentence patterns such as "in addition..." to the sentence.This way, your conversation will appear clearer and easier for customers to understand.
5.language should be vivid
There are endless ways to change language. In order to vividly show the advantages of products to customers, vivid and humorous language is indispensable.This is also easier for customers to understand.In short, vivid language is not only convenient for communication, but also can leave a good impression on customers.
6.patient and meticulous
Salespersons should be good at observing customers' reactions. When communicating with customers, it is essential to observe their words and feelings.Generally speaking, the customer's facial expressions, the speed and severity of the tone of voice, gestures and other behaviors are all expressions of the customer's state of mind.To treat customers, only by putting yourself in the shoes of customers can we be accepted by customers.
7.full of passion
Passionate, cheerful, and smiling salespeople are more likely to be trusted by customers.Because under such service, customers can enjoy relaxed atmosphere and thoughtful service.An enthusiastic salesperson can make customers feel good and have a good time.
8.Good eloquence does not mean that we must persuade customers
In reality, we found that some salesmen always like to persuade others, which is actually a big taboo in interpersonal communication.
Because the purpose of marketing is not to convince customers, but to close a deal.Your desire to persuade, on the contrary, will cause a lot of pressure on the customer, which is not conducive to the transaction at all.
In fact, in real life, the situation faced by the salesperson will be very complicated. The above principles should be used flexibly, and the subjective initiative needs to be fully exerted, and specific issues need to be analyzed in order to promote the smooth progress of the transaction and obtain certain benefits. grades.
Taboos in Sales Eloquence
If the salesperson blindly introduces the product during the sales process, the communication will often become boring. Therefore, in order to add color to the marketing, the salesperson will often talk about other topics when chatting with customers. If the topic is appropriate , then of course this approach is advisable.But it should be noted that in the process of talking, we must pay attention to some sales taboos, and we must not mention which pot is not opened, otherwise it will affect the sales performance and the image of the salesperson.
The following topics should be avoided as much as possible when communicating with customers.
(1) Do not talk about privacy topics
Customers' personal privacy issues such as marriage and property must never be touched. As a salesperson, it is impolite not to take the initiative to ask about these issues.This answer has no effect on sales at all, and even if you know this answer, it is useless to you. Therefore, as a salesperson, you cannot ask customers' privacy questions, and you must pay more attention to this.
(2) Do not talk about indecent topics
In addition, in the process of sales, language optimization should also be paid attention to.Indecent words must not be used during the conversation.For example, the salesman and the customer cannot call each other "buddies", because the relationship between the customer and the salesman is not that close. This kind of calling is obviously too much.Moreover, the word "buddy" has a vague meaning of forced sales, which will inevitably lead to disgust from customers, and even make customers try their best to avoid it.
(3) Try to avoid sensitive topics
Whether the transaction occurs is the criterion for the success or failure of sales. You often need to spend a lot of time to promote the smooth progress of the transaction. It is very important to find topics that everyone is interested in.But you must pay attention when looking for topics. When talking about business, it is best not to talk about topics that have nothing to do with sales, and you should pay special attention to avoiding some sensitive topics.
Because of the discussion of sensitive topics, it often leads to fierce disputes.Many salesmen cannot separate work from personal in the sales process, and add personal opinions into their sales words, which ultimately fails to make the transaction go smoothly.
(4) Minimize the use of technical terms
When salespeople improve their own quality, mastering professional terms is a basic skill.However, in the actual sales process, technical terms should be used less or not, because too many technical terms in the conversation will affect the customer's understanding of the product, and then affect the smooth progress of the transaction.Some salesmen abuse professional terms during the sales process. In fact, such sales methods cannot be well understood and accepted by customers. Such words have almost no positive effect on the communication between the two parties.
Simple and popular words are the jargon of sales. It is enough to explain the advantages of the product one by one, and there is no need to use too difficult professional language.Convincing customers to buy is the most important purpose of sales.If the customer can't understand what you are introducing, he will often not accept your product.
(5) Do not question customers
Selling is simply promoting the product, not trying to change the mind of the customer.Often customers will be disgusted with your advice and feel that you are interfering with his right to choose freely.Phrases such as "Do you understand?" "Do you understand what I mean?" should not appear in sales discourse, because these words often arouse customers' resentment.
As a salesperson, treat your customers like geniuses, not fools.Doubting the customer's understanding is always a big taboo in sales.On the contrary, humility is the attitude that salespeople should have, and it often leads to great success.
(6) Never criticize customers
As a salesperson, it's pretty foolish to criticize your own customers.If you criticize the old-fashioned clothes on the customer in order to sell a piece of clothing, it will often arouse the customer's resentment.
Everyone is unwilling to accept criticism, and criticism from strangers is even more difficult to accept.Everyone wants to be affirmed, or to hear words of praise.This kind of praise can often have a motivating effect, which can make people more positive and more enthusiastic about life and work.Of course, you should also pay attention to the way of praise. Only praise from your heart can achieve the effect of praise. If you exaggerate, it will make people feel that you lack a sincere attitude.For example, if you insist on praising a fat lady for her good figure, she will think that you are speaking ironically and mocking her.
Therefore, as a salesperson, the proper way of speaking is often the key to a smooth transaction.In the sales process, it is necessary to distinguish what can be said and what cannot be said.Words that are spoken are often overwhelming, so not only in sales, but even in daily life, we should pay attention to the proportion of speaking, so as to avoid unnecessary misunderstanding and trouble.
How to communicate with customers
As the main line of communication between salesmen and customers, communication is a prerequisite for smooth sales.If the salesperson can communicate smoothly with the customer, then success is not far away.Therefore, when carrying out their sales mission, the salesperson must communicate and communicate with customers with a serious attitude.Only in this way can the smooth progress of the transaction be guaranteed.
1.Greetings are the first step in communication
Generally speaking, pleasantries are not just a few simple polite words, but the first hurdle for the salesman and the customer to get closer and establish a relationship.Proper greetings can often open the first door to sales.
Xiao Wang is a new salesman who works for a company that produces multifunctional food mixers.During a sales promotion, he knocked on the door of the resident and asked, "Do you need a food mixer in your home?" "Sorry, I don't!" The indifferent resident immediately closed the door. Door.
But if Xiao Wang changed his way of speaking and asked from another angle: "Hello, sir, do you often use a multi-functional food mixer at home?" In this way, at least the host will not directly refuse after listening, but may answer: "Our family does use a food blender a lot, but mine is not multifunctional." At this point, the topic can be expanded, and the salesperson can take this opportunity to show customers his products, regardless of whether the business is successful or not. You will be rejected, and at least you will get a chance to connect with customers.
Therefore, a few pleasantries or greetings are indispensable for sales promotion.Although it has nothing to do with the promotion of this product on the surface, it can bring the salesperson and customer closer and promote the success of the transaction.Even with unfamiliar people, simple greetings can enliven the atmosphere and make the relationship between people more intimate.
2.Do not object to customer objections
Overemphasizing oneself in communication and ignoring customers' suggestions is a mistake that salesmen are more likely to make.Especially when customers have doubts about the product, it is easier to cause differences between the two parties.But sometimes customers just express their incomprehension and questions they want to know. If you blindly emphasize your point of view and oppose their opinions at this time, it will not eliminate their doubts, but will cause differences between you. more intensified.Therefore, it is quite necessary to leave a little space for customers appropriately.As a salesperson, you should understand the objections of customers and try your best to solve doubts for customers.Only in this way can the transaction go smoothly.
3.have an appropriate way of speaking
The ancients said, "One word prospers the country, and one word ruins the country." This is especially true for sales.In the sales process, "disaster comes from the mouth" is the most should be avoided.Then, in order to prevent inappropriate speaking, put an end to subjective issues, use less technical terms, do not say exaggerated words, prohibit offensive words, and avoid talking about privacy issues. These are the aspects that a salesperson must pay attention to.
4.Find resonance with customers
When strangers meet for the first time, they tend to speak unnaturally because they feel awkward.In fact, this kind of situation is common in many salesmen. This is because of psychological lack of self-confidence. As long as proper adjustments are made, these situations can be avoided.
Paying attention to what the other person says is the first step in talking to a stranger, because at this time you don't know him well enough to find a common topic.Only by paying more attention to the way and tone of the other person's speech can you decide what to say next.
If you meet someone who is less talkative, talk about unimportant things to relax the communication atmosphere, so that he can talk to you with peace of mind.In addition, the choice of topic is also very important. Try to avoid some controversial issues. In addition to oral language, body language during the conversation is also very important. If the other party’s eyes show boredom and indifference, you should change it A topic so that the conversation can continue.
All in all, the salesperson must have the ability to open up the customer's chatterbox and let the customer open their hearts. Only in this way can you find the focus of your sales and make it easier for you to impress the customer. As the saying goes, knowing yourself and the enemy can win all battles. Only by understanding can we ensure the smooth progress of the transaction.
Clever language, preconceived
"It's cheap! The fine women's pants are 30 yuan. If you miss the opportunity, don't come again! Take a look and take a look..." Merchants often use this method to attract and attract customers. This kind of promotion-oriented language is called Long hook language.In order to "hook" consumers in every possible way, the art and skills of speaking must be understood by salespersons, and they are also effective methods and means to obtain better performance.What are the characteristics of a language with a long "hook"?
A customer wanted to buy oranges, so he came to a fruit shop, because the orange season was still a little early, he asked the clerk if the oranges were sweet, and the clerk explained: "Oranges can't be as sweet as sugar, because they are oranges after all. "As soon as the customer heard it, he turned around and was about to leave.At this time, the shopkeeper hurriedly remedied and said: "Why don't you try it first, and see if you are satisfied or not. It doesn't matter if you don't buy it." A business of this kind will "turn defeat into victory".
Speaking is originally an easy thing, but if you want to speak cleverly, you should add your own thinking.If a businessman wants to retain customers and do a good job in business, he must not only be civilized and polite when speaking, but also be good at using clever words to capture the hearts of customers.In business activities, ingenious ways of speaking can add value to products, because commerce is a circulation industry, and ingenious language plays an important role in the circulation of commodities.The so-called "goods sell with one mouth" emphasizes the role of marketing methods in the entire sales process.
One day, Li Ming went to a breakfast restaurant to have breakfast, and when he entered the door, he said, "I want a bowl of soy milk." "Do you want to add an egg or two eggs?" The boss asked while serving the soy milk.Li Ming was reading the newspaper at that time, so he replied casually: "One is enough." After the boss added the eggs into the soy milk, he realized that his original intention was to drink soy milk, so why did he add another egg?
The next day, when Li Ming went to another breakfast restaurant, a young waiter asked while serving soy milk: "Sir, do you want to add eggs?" Li Ming replied inadvertently: "No!" It is also a question of whether to add eggs or not. The reason why the owner of the previous store has a good business is because he has mastered the principle of preconceived ideas in marketing.
In fact, in domestic market promotion activities, the psychological principle of preconception is also widely used.For example, some clothing store owners will not ask customers "whether to buy", but directly ask customers "what color do you want", which greatly increases the probability of successful marketing.
In addition, as a merchant, he actually has great knowledge in answering customers' inquiries about prices.Generally speaking, the performance of merchants when answering price inquiries can be attributed to two types.One is to express disgust at the behavior of customers asking for prices.Because some customers only ask the price and do not buy, sometimes for businessmen, the price is also a kind of information that they do not want to be known by their peers.So now when a customer asks about the price, many businessmen will ask: "Do you want to buy it?" This suddenly chokes people.One is being able to answer customer inquiries kindly.In their view, customer asking for price is an opportunity for a successful transaction. They hope to find ways to attract customers with a sincere attitude, rather than sending customers to other merchants.
Customers generally ask for prices for comparison, so it is not a disadvantage to shop around. Of course, there are also price inquiries that are not for buying but for understanding.However, in either case, it means that he has some kind of interest in your product.It is not wise to act impatiently with customers.Because if things go on like this for a long time, you will not only lose one or two transactions, but also your reputation for doing business.
Therefore, speaking skills are also very important in the marketing process. Of course, genuine goods at a fair price are the basis of successful marketing. If you pay attention to marketing methods on this basis, then your sales performance will definitely be able to reach a higher level.
Make the most of sales with unique timbre
In the marketing process, in addition to speaking with substance, the tone and tone of speech are also very important.If you can bring out the aesthetics of your tone during the conversation and reach out to most of the audience, then you have a considerable advantage as a salesperson.
In order to create a unique tone, the following methods are introduced.
1.cadence
Madame Mociska is a big star in Poland.Once she performed in the United States, an American audience wanted her to speak in her native language.Mrs. Mociska stood up briskly and spoke a long string of fluent Polish.
Although she didn't understand the meaning, her smooth pronunciation made the audience very happy. As the speech progressed, her tone gradually changed from enthusiasm to impassioned, and then suddenly stopped when she was extremely sad, and the audience in the audience were all shocked by her Infected by the tone of voice, they were all immersed in sadness.At this time, Mrs. Mociska's husband suddenly burst into laughter from the audience.
It turned out that what Mrs. Mociska had just recited affectionately was the nine-nine multiplication table.
Therefore, the tone of speaking can have incredible charm.Even if the meaning is unclear, the tone of voice can be just as moving.The sonic aesthetics of language are equally applicable in merchandising.Salesmen can also impress customers with a moving tone of voice, thereby promoting the success of the transaction.
However, the tone and intonation of the language is not currently receiving much attention.Some marketers even think that it is necessary to use speaking skills only in the occasion of objection and rejection.In fact, however, the key to marketing lies in the way the language itself is used.It's just that some marketers don't realize it.Therefore, when lobbying customers, the important part should be said in a slow and powerful tone.If your tone of voice is out of tune, you won't be able to impress your customers and infect others.
2.make your voice convincing
Only the voice that can penetrate the hearts of the audience can achieve the purpose of persuasion.Therefore, the voice of the salesman must have a sense of music.
The voice of a first-class salesman must have at least seven or eight scales, so that the voice can be tuned up and down, and it is the voice that can impress customers. If you put a lot of enthusiasm and motivation into your work, your voice at work will naturally be , is also bound to be full of emotion, and can produce cadenced tones.After training, believe in your voice, you can completely achieve the effect you imagined, and this will be an important condition for you to achieve success.
3.Respect the buyer's language habits
As a marketer, in the transaction process, it seems to be common sense to try to use the language that the buyer can accept. However, there are very few marketers who can insist on doing so.
A staff member in charge of the company's procurement once met a young salesman who could not speak in the customer's language, and a humorous story happened:
When I was in charge of purchasing office supplies for an office building, I met a salesman who was marketing the letter box.The marketer's rigid adherence to jargon really opened my eyes.After learning about our receiving volume and some other requirements, this guy immediately showed the air of a traveler, and after a while, he decided that their CSI was the machine we needed.
The letters immediately confused me, and I couldn't help but ask: "What is CSI?"
"This is the mailbox you need." He thought that people all over the world knew their office supplies.
"What kind of material is it? Is it metal? Or is it made of other materials?" I inquired.
"Oh, if your unit needs metal materials, you can try our FDX. Two NCOs are also indispensable."
"We have some fairly long printouts in envelopes," I added.
"Then you'd need a PLI with RIP to forward prints, and an FDX with two NCOs to forward regular letters..."
At this time, I was already impatient, but I suppressed my anger and said: "Young man, what we need to find out is the material, specification, usage, capacity, color and price of your product, not the letter. Please use Describe your product in clearer language."
I really struggled to figure out all the information in his various mailboxes from his mouth.
All in all, as a salesperson, if you want to have outstanding performance, you should always pay attention to your own way of speaking, including the tone of voice, which should be able to attract customers' attention.Only by making your language expression almost perfect, you will have greater achievements.
Sales must be smart
Only sincere motives can produce noble speech.
In order to make the words appear sincere, certain speaking skills are needed, that is, some very ingenious words. This kind of language has a certain degree of ingenuity in expressive skills. At the same time, it should also have the help of emotions, expressions and actions. A form of merchandising that involves sincere motives.Of course, these clever words must not be hypocritical, but should be emotional.In fact, witty words are the satisfaction of some psychological needs of customers.
Clever words in sales require certain skills and experience, not every salesperson can master them.On the whole, clever words mainly include the following aspects.
1.Sincere and cordial attitude
The purpose of speaking is to convey thoughts and express feelings.Therefore, in addition to the content of the speech, the demeanor and expression of the language are also crucial.For example, when you need help from others, you should be sincere and polite when making your request, and you should express your gratitude in a timely manner after receiving help from others.Even if you don't get help, you can't show dissatisfaction to others, but you should still express your gratitude to the other party.If your requirements are not met, you will be as cold as ice immediately, and the other party will definitely think you are not polite.Also, use more honorific words when talking to older people, and more modest words when talking about yourself.
2.Peaceful and moderate tone of voice
When speaking with people, the voice does not have to be too high, no matter indoors or outdoors, as long as it can be accurately conveyed to the other party, and the tone of language should be calm and steady.When talking with others, try not to raise your voice, and don't add some meaningless modal particles in the language, such as "ah" and "um" should be avoided as much as possible.If you can overcome these shortcomings when speaking, you will give the other party a natural and cordial feeling, which is a good start.
3.dignified demeanor and phrasing
When talking to people, don't "smile without laughing", and don't deliberately pretend, it will make people feel hypocritical.When speaking, your actions should be moderate and dignified, so that the other party feels that you are trustworthy and reliable.In addition, some gestures can be added when necessary, and of course look dignified.Do not sway your legs, shake your legs, etc. while speaking, as this will appear unsightly.
4.Be confident yet cautious
To add credibility and make the other person feel empowered from within, speak with confidence.And before speaking, let what you say go through your mind first.The so-called thinking before acting, the thinking mentioned here mainly has two meanings: one is to know yourself and the enemy, and have a rough estimate of the other party's temper and mood, so as to prepare for the topic of discussion; the other is to prepare for the way of expression, like the way of speaking , tone, etc. all need to be considered.
5.Determine the topic of the conversation according to the conversation object
Any communication is a two-way interaction with specific objects.Therefore, when talking with people, the actual situation of the person to be talked to must be taken into consideration, and it must be flexibly used according to the age, identity, and relationship between each other, and expressed appropriately.People often say "playing the piano to the cow" is the description and description of speaking without looking at the object.
Specifically, according to the differences of the interviewees, the following aspects must be considered during the interview.
First of all, due to gender differences, for men, concise and straightforward language is necessary; for women, a gentle and euphemistic tone is more appropriate.In view of the difference in age, you can use passionate language for young people; for middle-aged and elderly people, you should use a negotiating tone to make them feel respected.In addition, differences in personality and hobbies require different speaking styles. In short, the salesperson's speaking style should be to sing what songs on the hills. Only in this way can the probability of business success be improved.
6.polite attitude, open minded spirit
First of all, don't ignore some polite expressions in daily life.Secondly, use honorific words for older people, and modest words for yourself.Again, use more discussion tone in tone, and use less or no command tone as much as possible.Because the tone of discussion will appear elegant, humble, and easier to accept.The most important point in communication is to consider the language environment when speaking.In different occasions, the tone and intonation of the conversation are different.Because even if the language is the same, different intonation and tone will have different effects.
In the process of sales, if you can use the above skills flexibly, you can benefit a lot not only in the field of sales, but even in the entire interpersonal communication.Of course, through continuous practice, your sales skills can really improve.
A few minutes to win a deal
In fact, usually the success or failure of a sales promotion is only determined by the first minute or two.Generally, as soon as the first few sentences of the salesperson are finished, the customer already has a basic judgment in his heart.Because they also have a lot of things at hand, or they don't have the patience to listen to you.At this time, the wonderfulness of the opening speech is very important. If a few simple sentences can catch the nerves of customers and convey important information, then your lobbying has already succeeded more than half.Even if the customer does not need your product temporarily, you can get the opportunity to revisit the customer.
Bai Ling works in life insurance and is an excellent salesman. Through the introduction of a customer, Mr. He, he met a friend, Mr. Tong, who needs insurance.A few days later, Bai Ling contacted Mr. Tong, hoping to make an appointment for this client.
After the call was connected, Bai Ling first greeted Manager Tong briefly: "Manager Tong, hello! I'm Bai Ling, He xx and you are good friends, right? Let me say hello to you on behalf of her."
Manager Tong was very impatient and said indifferently: "Yes!"
Then Bai Ling said: "I know you are always busy, I don't know when you are free this week, can I hold you for 5 minutes?"
Manager Tong said indifferently: "You want to sell something, right? I don't need to buy anything. Many salesmen have sold things before."
Bai Ling didn't give up because of this, she insisted: "Don't worry, Manager Tong, I won't sell you anything. Can you spare 10 minutes to meet with me at 5 o'clock tomorrow morning?"
Although Manager Tong was not happy, he still agreed: "Okay, then hurry up, I have other things to do after 10:[-], I hope you don't overtime."
After Bai Ling fought hard, she finally got the opportunity to meet with the client.
At 10 o'clock the next day, Bai Ling arrived on time, and greeted Manager Tong, "Manager Tong is very busy, I will definitely abide by the five-minute agreement." So Bai Ling completed his question as briefly as possible within the limited time. , In just 5 minutes, Bai Ling has grasped Manager Tong's mind, and Manager Tong seems to have something to say about this product.At this time, Bai Ling took the opportunity to ask: "Mr. Tong, do you have any questions about our products?"
In the following time, Manager Tong consulted Bai Ling about some matters about the product in detail.After several rounds of negotiations, Bai Ling easily gained Manager Tong's further trust in the product, and made the other party agree to order a part first.In this case, within a few minutes, the salesman Bai Ling won a chance for himself to meet, and then caught the customer's psychology at the opening stage, and at the same time dispelled Manager Tong's doubts with guarantees. Bai Ling's words Not only can the situation of the conversation be started, but also the impression of keeping the credibility is left to the customers, so that the sales process can be steadily advanced.
In fact, this method has a wide range of applications in the sales world.Although it is only a few minutes, this time is not for you to introduce the product clearly, but for you to understand the customer, so as to win the next opportunity to meet with the customer.In fact, these few minutes are also crucial. It is the premise and foundation for you to sell yourself and your products, and it is also the prelude to a formal appointment. part to get his attention.Conversely, if you don't make the most of the first few minutes of your pitch, you won't even be able to mention your product, let alone sell it.Therefore, in order to win the opportunity of the transaction, it is very crucial to grasp the first few minutes, and it will win you a turning point.
The speaking skill in the first few minutes is that you have to arouse the interest of the customer, and it will be a good topic to grasp the things that the customer cares most about in life and work.It is most important to make customers focus on you as much as possible.The topic of discussion must resonate with customers, even if it is just an irrelevant topic, try to talk to customers' hearts, and not argue with customers, otherwise customers will lose their intention to talk to you, which is not conducive to the development of sales activities.
Words that evoke concern in customers
35-year-old George Thompson is a middle-class person who works in the plastics industry and has a stable family. He has two children and earns about $6 a year. 3 US dollars, he has already purchased 3 US dollars of insurance, it is said that he no longer needs other insurance business, but Mike, as an insurer with high professional quality, has successfully persuaded George to buy a 17 US dollars of insurance Insurance.
The following is the process of Mike's persuasion of customers.
"Mr. George, you have a smooth career and a healthy body, but what should your wife and children do if something unexpected happens? The burden of life must be too heavy for your wife. The life of your two children Where does the cost come from? If the head of the family has an accident, in most cases, it must be the whole family that is in trouble. If the home loan cannot be renewed, the house will be repossessed by the bank, then the situation will be more serious. If this If this happens, how do you remedy it?"
"But I've bought insurance, so $3 should be enough!"
"Of course this insurance policy can last for a period of time, but your current home loan is 3 US dollars, so this insurance policy is still not enough. There are too many places to spend money. If there are other expenses, how can you What should I do?"
"Then my wife can work too!"
"How can it be so easy to find a job?" Seeing that George was shaken, Mike continued, "Even if your wife can find a job, it will be difficult to maintain the expenses of three people. Even if she is lucky, she finds a stable job. If you work, you won’t have much money left after repaying the bank loan; besides, if your wife works and your child needs a nanny to take care of you, your family situation must be quite tense.”
"You are right, even if she barely finds a job. I think life will be more difficult." "So I think it is necessary to buy another insurance. Even if your income plummets, at least your family will be protected for 5 years. The current economic situation can be maintained within the period. This will also give your wife a period of buffer time, so that she will not be under too much pressure, and she will be able to find a more satisfactory job, and it will also be convenient for her to take care of your two children."
"Okay, I'm willing to increase the coverage to $10."
"This is of course better! But how much should the child's education cost?" Mike continued, "If you add up these sums, the insurance amount will rise to at least 10 US dollars, and there are unexpected expenses. Another $17 insured."
George couldn't help saying: "What a huge number!"
"But, Mr. George, for the safety of my family, I think these efforts must be worth it!"
Of course, not everyone will be as convinced as Mr. George.They will think that the purchase of such insurance is simply superfluous.Usually, people who take this point of view are self-centered. He cares about himself more than he cares about his family, and he needs others to affirm his personal achievements. At this time, you can change the topic and talk to He talked about the benefits of insurance for him personally, such as personal savings and life after retirement, and so on.
In this case, you can say something like: "The current achievements and standard of living are actually the result of your hard work for most of your life. In my humble opinion, you should take a long-term view. If you retire, you still want to maintain your current life." If you are at the same level, I hope you can buy this kind of insurance, so that even if you are over 65 years old, you can still enjoy the annual bonus of 1.8 yuan, our insurance is quite cost-effective."
Through this way of speaking, the focus is shifted from the customer's family, and thus more concentrated on the insured himself, so it is easier to impress the other party, and make the other party accept your suggestion and promote the conclusion of the transaction.
Create a sense of despair and force the other party to change their minds
In some TV programs, such a phenomenon often occurs that some people reject other people's suggestions at the beginning, but later when there is no way out, he is very likely to accept the advice he once had. Declined suggestion.In the face of tremendous mental pressure, people usually weaken their resistance and make decisions that do not meet their expectations.In fact, in the process of persuasion, this method can also be applied.In the marketing process, if we can cleverly use people's sense of despair and use some serious consequences to make the other party realize that their original ideas will not work, we will be able to make the other party back out of difficulties, and our suggestions and opinions will also be good. accepted by them.This marketing tactic is known as the Desperation Attack.
A customer has taken a fancy to a house in a real estate sales company, but has been hesitating whether to buy it, because he thinks the price of the house will drop, and he hopes to wait until the price drops before buying.
If this continues to drag on, I am afraid that this single business will be blown away, so the salesperson decided to lobby the other party in another way.So, he started with the reason for buying a house, and asked the customer: "It is every customer's wish to spend the least amount of money to buy the largest house, which is also human nature, but have you ever thought about why you buy a house? what?"
"Mr. Chen, is your child already two years old?" The salesman asked immediately, "At present, your child is in the golden stage of growth and development, and his own judgment and consciousness are slowly forming. It is very important to them. In fact, compared with the environment in which children grow up, the price increase is too insignificant. What's more, under the current situation, prices are constantly rising. According to some real estate information It can be seen that whether house prices will fall is completely unknown, what do you think?"
The customer is still a little hesitant: "So the national regulation and control policy has already controlled the house price?"
The salesman replied clearly: "The state's regulatory policy is only to curb the rapid rise of housing prices, not to reduce housing prices. It is also very difficult to achieve a decline in housing prices in the near future, not to mention, for those real estate companies with strength As far as business is concerned, even if it falls, it will not be too affected, so it is still necessary for you to invest now."
Under the lobbying of the salesman, the client finally bought the house.
Here, the salesman adopted the marketing method of desperate attack. First of all, he used the child's physical and mental health to influence the other party's decision-making.Then cut off the customer's retreat with the news that the price may not necessarily drop. These two reasons are quite sufficient and convincing, so customers are easily moved.In fact, in the marketing world, this method is still widely used.
Practice has proved that the desperate attack technique is just like Xiang Yu's desperate tactics, and it is still very effective in the sales process.This method shakes the other party's point of view by dispelling the other party's concerns and forcing them into a desperate situation, and finally they are moved by you and follow your advice.As long as it is used well, it is still very effective.
(End of this chapter)
Selling is about introducing the benefits offered by a product to meet a customer's specific needs.Good eloquence determines the success or failure of sales to a large extent.In fact, the ingenious way of speaking is not born, and we can do it through certain learning and practice.
Necessary criteria for salesman's eloquence quality
Good eloquence is the necessary hardware for a salesman, but eloquence is not born, it requires the salesman to have some knowledge reserves and accumulation.For example, a product salesman not only needs a thorough understanding of the product, but also needs some diplomatic strategies and a friendly service attitude.Some of the qualities listed below are must-haves as a salesperson.
1.Knowledge
Salespeople should be very familiar with their products and customers.If you can't answer when customers ask about the product, it will make customers feel distrustful.On the contrary, if the salesperson has a wide range of knowledge and is very familiar with the product, and can clearly state the size, weight, etc. of the product, he can win the trust of the customer and stimulate the customer's desire to buy.
2.polite
A genial attitude is essential in sales.When selling products to customers, the salesperson should adopt a more friendly and respectful attitude.In order to be able to naturally express a modest and polite tone, as a salesperson, you must have sincerity.Some salesmen lack the basic business spirit, think that introducing products to customers is a boring thing, and ignore customers.In fact, as far as customers are concerned, they often really don't understand. As a salesperson, they should satisfy these requirements of customers.
3.enthusiasm
Selling should be an industry full of enthusiasm, and salesmen should use their sales enthusiasm to infect customers' buying enthusiasm.Only when your sales are "enthusiastic" enough can you easily overcome the prejudice and resistance from customers. If a salesman loses enthusiasm, then his sales vitality is almost zero, and it is difficult to achieve anything in a negative sales state of.
4.Service awareness
In the face of customers who want to buy, as a salesperson, you should consider what services the customers need.Usually, the more you are willing to serve customers, the more sincerely customers will be able to return you.
5.originality
Only imaginative language can move people more.Because customers have various purchase criteria, through your imagination, you can introduce the value of the product from different angles.In order to meet the customer's standard.For example, there is a greater degree of freedom in the interpretation of product colors.If the product is black, it can be said that "black" shows elegance.If the item is red, you can say that red is more vibrant.Specifically how to play, your imagination is very important.
6.constructive opinion
When sales negotiations cannot continue and come to an impasse, it is necessary to put forward constructive opinions.This kind of opinion can often make the negotiation turn around. If you play well, you will win the respect and trust of the other party.
7.friendship
It would be the best if you can add friendship elements to the promotion.This will make your sales go much smoother.In the process of sales promotion, as long as any request made by the customer can be achieved, as a salesperson, you should try your best to do it, and you should not appear impetuous and impatient, and you must give a frank and sincere attitude.
8.diplomacy
An experienced salesman should be quite intelligent and able to use some diplomacy in the sales process.In the case of customer dissatisfaction, not only do not quarrel with customers, but also can skillfully eliminate conflicts.For example, if a customer is dissatisfied with the product you showed him, it is necessary to make some concessions, which are easier to solve the problem than excuses.For example, a salesman can say: "I'm sorry, I may have misunderstood what you mean." In this way, the conflict can be easily alleviated.
9.patience
As a salesman, enough patience is necessary.Because only in this way can the customer's resistance be dispelled, and we should persevere and not let any opportunity slip away in vain.If you think that the other party is a potential customer of your product, you should continue to lobby this customer. If you give up because of embarrassment, you will lose your success.
10.adaptability
Adaptability is one of the essential qualities of a salesman.Since the working situation is often unstable, no matter what the situation, the salesman should have the ability to respond quickly and agilely.In addition, when a salesman recommends a product, he should not state all the advantages of the product at the beginning, but should have some reservations.Because in the process of sales negotiation, customers' doubts and wavering may arise at any time.In this case, the salesman can gradually explain the advantages of the product as a new supplement and explanation, so as to re-impress the customer and strengthen the customer's determination to buy.
Therefore, being a salesman requires many qualities.A clear understanding of business knowledge, a clear judgment of market conditions, and consideration of customer psychology are all important chips for successful transactions.Of course, the most important thing is to have a good eloquence to fully express these factors.
Principles of Sales Eloquence
Being eloquent and eloquent is not a good sales eloquence, and blindly speaking only good things and flattery are not the best strategy for lobbying.In the sales process of a mature salesperson, his words must first be able to express his intentions.If a salesperson can't express himself clearly and doesn't have his own opinion, no matter how eloquent he can be, he can't impress consumers.Therefore, in order to facilitate transactions and achieve the purpose of successful sales.Marketers must have a good eloquence.So, what is the definition of good eloquence?Under normal circumstances, the speaking style that meets the following conditions is a good sales eloquence.
1.proper wording
Fully respecting the personality and habits of customers is the precondition for salesmen to communicate with customers smoothly. During the communication process, they must not speak rudely and hurt the self-esteem of customers.The euphemistic and implicit way of speaking is always universal, and it can help you express yourself smoothly.When it is difficult for us to give an accurate evaluation of the customer's opinion, we can take the method of delay and tell the customer that his opinion should be considered instead of saying yes or no right away.
2.speak at a moderate pace
When facing customers, smart salesmen will never be eloquent, and they will talk endlessly. They will judge the situation and slow down their speech according to the progress of the conversation. "The customer's thinking is the most important thing.In fact, the purpose of the conversation is to let customers know the product, understand the product, and generate interest in the product, thereby promoting the conclusion of the transaction.
3.Reasonable, justified, reasonable
To tell the truth, it is "reasonable" to tell your true thoughts. In the process of sales promotion, due to some differences of interests, it is inevitable that there will be some inconsistencies with customers, and it is even rare that they are completely consistent.For example, when negotiating the price, the price offered by the customer is unacceptable to you. At this time, you must be polite and be able to boldly state your position and point of view.Of course, you must be well-founded, so that your point of view can be more convincing and easier to be understood by customers.
In addition, self-control is also a must for salespeople.That is the so-called "section".Because everyone has different views, it is inevitable that there will be differences in the communication process. At this time, we must have a calm and rational attitude to achieve mutual understanding.If a customer deliberately provokes you, you should keep calm and quickly think about countermeasures, otherwise, you will fall into the customer's trap.
In short, an experienced salesman will not quarrel with customers directly under normal circumstances, which is always the worst policy.Talking gently and with reason is the right way.
4.speak clearly
Attention to cause and effect, context, and a good at categorizing the conversation style can be called clear.If you want to express different opinions, you should pay attention to the use of turning techniques.If multiple points of view and opinions need to be completed in one conversation, it is necessary to appropriately add sentence patterns such as "in addition..." to the sentence.This way, your conversation will appear clearer and easier for customers to understand.
5.language should be vivid
There are endless ways to change language. In order to vividly show the advantages of products to customers, vivid and humorous language is indispensable.This is also easier for customers to understand.In short, vivid language is not only convenient for communication, but also can leave a good impression on customers.
6.patient and meticulous
Salespersons should be good at observing customers' reactions. When communicating with customers, it is essential to observe their words and feelings.Generally speaking, the customer's facial expressions, the speed and severity of the tone of voice, gestures and other behaviors are all expressions of the customer's state of mind.To treat customers, only by putting yourself in the shoes of customers can we be accepted by customers.
7.full of passion
Passionate, cheerful, and smiling salespeople are more likely to be trusted by customers.Because under such service, customers can enjoy relaxed atmosphere and thoughtful service.An enthusiastic salesperson can make customers feel good and have a good time.
8.Good eloquence does not mean that we must persuade customers
In reality, we found that some salesmen always like to persuade others, which is actually a big taboo in interpersonal communication.
Because the purpose of marketing is not to convince customers, but to close a deal.Your desire to persuade, on the contrary, will cause a lot of pressure on the customer, which is not conducive to the transaction at all.
In fact, in real life, the situation faced by the salesperson will be very complicated. The above principles should be used flexibly, and the subjective initiative needs to be fully exerted, and specific issues need to be analyzed in order to promote the smooth progress of the transaction and obtain certain benefits. grades.
Taboos in Sales Eloquence
If the salesperson blindly introduces the product during the sales process, the communication will often become boring. Therefore, in order to add color to the marketing, the salesperson will often talk about other topics when chatting with customers. If the topic is appropriate , then of course this approach is advisable.But it should be noted that in the process of talking, we must pay attention to some sales taboos, and we must not mention which pot is not opened, otherwise it will affect the sales performance and the image of the salesperson.
The following topics should be avoided as much as possible when communicating with customers.
(1) Do not talk about privacy topics
Customers' personal privacy issues such as marriage and property must never be touched. As a salesperson, it is impolite not to take the initiative to ask about these issues.This answer has no effect on sales at all, and even if you know this answer, it is useless to you. Therefore, as a salesperson, you cannot ask customers' privacy questions, and you must pay more attention to this.
(2) Do not talk about indecent topics
In addition, in the process of sales, language optimization should also be paid attention to.Indecent words must not be used during the conversation.For example, the salesman and the customer cannot call each other "buddies", because the relationship between the customer and the salesman is not that close. This kind of calling is obviously too much.Moreover, the word "buddy" has a vague meaning of forced sales, which will inevitably lead to disgust from customers, and even make customers try their best to avoid it.
(3) Try to avoid sensitive topics
Whether the transaction occurs is the criterion for the success or failure of sales. You often need to spend a lot of time to promote the smooth progress of the transaction. It is very important to find topics that everyone is interested in.But you must pay attention when looking for topics. When talking about business, it is best not to talk about topics that have nothing to do with sales, and you should pay special attention to avoiding some sensitive topics.
Because of the discussion of sensitive topics, it often leads to fierce disputes.Many salesmen cannot separate work from personal in the sales process, and add personal opinions into their sales words, which ultimately fails to make the transaction go smoothly.
(4) Minimize the use of technical terms
When salespeople improve their own quality, mastering professional terms is a basic skill.However, in the actual sales process, technical terms should be used less or not, because too many technical terms in the conversation will affect the customer's understanding of the product, and then affect the smooth progress of the transaction.Some salesmen abuse professional terms during the sales process. In fact, such sales methods cannot be well understood and accepted by customers. Such words have almost no positive effect on the communication between the two parties.
Simple and popular words are the jargon of sales. It is enough to explain the advantages of the product one by one, and there is no need to use too difficult professional language.Convincing customers to buy is the most important purpose of sales.If the customer can't understand what you are introducing, he will often not accept your product.
(5) Do not question customers
Selling is simply promoting the product, not trying to change the mind of the customer.Often customers will be disgusted with your advice and feel that you are interfering with his right to choose freely.Phrases such as "Do you understand?" "Do you understand what I mean?" should not appear in sales discourse, because these words often arouse customers' resentment.
As a salesperson, treat your customers like geniuses, not fools.Doubting the customer's understanding is always a big taboo in sales.On the contrary, humility is the attitude that salespeople should have, and it often leads to great success.
(6) Never criticize customers
As a salesperson, it's pretty foolish to criticize your own customers.If you criticize the old-fashioned clothes on the customer in order to sell a piece of clothing, it will often arouse the customer's resentment.
Everyone is unwilling to accept criticism, and criticism from strangers is even more difficult to accept.Everyone wants to be affirmed, or to hear words of praise.This kind of praise can often have a motivating effect, which can make people more positive and more enthusiastic about life and work.Of course, you should also pay attention to the way of praise. Only praise from your heart can achieve the effect of praise. If you exaggerate, it will make people feel that you lack a sincere attitude.For example, if you insist on praising a fat lady for her good figure, she will think that you are speaking ironically and mocking her.
Therefore, as a salesperson, the proper way of speaking is often the key to a smooth transaction.In the sales process, it is necessary to distinguish what can be said and what cannot be said.Words that are spoken are often overwhelming, so not only in sales, but even in daily life, we should pay attention to the proportion of speaking, so as to avoid unnecessary misunderstanding and trouble.
How to communicate with customers
As the main line of communication between salesmen and customers, communication is a prerequisite for smooth sales.If the salesperson can communicate smoothly with the customer, then success is not far away.Therefore, when carrying out their sales mission, the salesperson must communicate and communicate with customers with a serious attitude.Only in this way can the smooth progress of the transaction be guaranteed.
1.Greetings are the first step in communication
Generally speaking, pleasantries are not just a few simple polite words, but the first hurdle for the salesman and the customer to get closer and establish a relationship.Proper greetings can often open the first door to sales.
Xiao Wang is a new salesman who works for a company that produces multifunctional food mixers.During a sales promotion, he knocked on the door of the resident and asked, "Do you need a food mixer in your home?" "Sorry, I don't!" The indifferent resident immediately closed the door. Door.
But if Xiao Wang changed his way of speaking and asked from another angle: "Hello, sir, do you often use a multi-functional food mixer at home?" In this way, at least the host will not directly refuse after listening, but may answer: "Our family does use a food blender a lot, but mine is not multifunctional." At this point, the topic can be expanded, and the salesperson can take this opportunity to show customers his products, regardless of whether the business is successful or not. You will be rejected, and at least you will get a chance to connect with customers.
Therefore, a few pleasantries or greetings are indispensable for sales promotion.Although it has nothing to do with the promotion of this product on the surface, it can bring the salesperson and customer closer and promote the success of the transaction.Even with unfamiliar people, simple greetings can enliven the atmosphere and make the relationship between people more intimate.
2.Do not object to customer objections
Overemphasizing oneself in communication and ignoring customers' suggestions is a mistake that salesmen are more likely to make.Especially when customers have doubts about the product, it is easier to cause differences between the two parties.But sometimes customers just express their incomprehension and questions they want to know. If you blindly emphasize your point of view and oppose their opinions at this time, it will not eliminate their doubts, but will cause differences between you. more intensified.Therefore, it is quite necessary to leave a little space for customers appropriately.As a salesperson, you should understand the objections of customers and try your best to solve doubts for customers.Only in this way can the transaction go smoothly.
3.have an appropriate way of speaking
The ancients said, "One word prospers the country, and one word ruins the country." This is especially true for sales.In the sales process, "disaster comes from the mouth" is the most should be avoided.Then, in order to prevent inappropriate speaking, put an end to subjective issues, use less technical terms, do not say exaggerated words, prohibit offensive words, and avoid talking about privacy issues. These are the aspects that a salesperson must pay attention to.
4.Find resonance with customers
When strangers meet for the first time, they tend to speak unnaturally because they feel awkward.In fact, this kind of situation is common in many salesmen. This is because of psychological lack of self-confidence. As long as proper adjustments are made, these situations can be avoided.
Paying attention to what the other person says is the first step in talking to a stranger, because at this time you don't know him well enough to find a common topic.Only by paying more attention to the way and tone of the other person's speech can you decide what to say next.
If you meet someone who is less talkative, talk about unimportant things to relax the communication atmosphere, so that he can talk to you with peace of mind.In addition, the choice of topic is also very important. Try to avoid some controversial issues. In addition to oral language, body language during the conversation is also very important. If the other party’s eyes show boredom and indifference, you should change it A topic so that the conversation can continue.
All in all, the salesperson must have the ability to open up the customer's chatterbox and let the customer open their hearts. Only in this way can you find the focus of your sales and make it easier for you to impress the customer. As the saying goes, knowing yourself and the enemy can win all battles. Only by understanding can we ensure the smooth progress of the transaction.
Clever language, preconceived
"It's cheap! The fine women's pants are 30 yuan. If you miss the opportunity, don't come again! Take a look and take a look..." Merchants often use this method to attract and attract customers. This kind of promotion-oriented language is called Long hook language.In order to "hook" consumers in every possible way, the art and skills of speaking must be understood by salespersons, and they are also effective methods and means to obtain better performance.What are the characteristics of a language with a long "hook"?
A customer wanted to buy oranges, so he came to a fruit shop, because the orange season was still a little early, he asked the clerk if the oranges were sweet, and the clerk explained: "Oranges can't be as sweet as sugar, because they are oranges after all. "As soon as the customer heard it, he turned around and was about to leave.At this time, the shopkeeper hurriedly remedied and said: "Why don't you try it first, and see if you are satisfied or not. It doesn't matter if you don't buy it." A business of this kind will "turn defeat into victory".
Speaking is originally an easy thing, but if you want to speak cleverly, you should add your own thinking.If a businessman wants to retain customers and do a good job in business, he must not only be civilized and polite when speaking, but also be good at using clever words to capture the hearts of customers.In business activities, ingenious ways of speaking can add value to products, because commerce is a circulation industry, and ingenious language plays an important role in the circulation of commodities.The so-called "goods sell with one mouth" emphasizes the role of marketing methods in the entire sales process.
One day, Li Ming went to a breakfast restaurant to have breakfast, and when he entered the door, he said, "I want a bowl of soy milk." "Do you want to add an egg or two eggs?" The boss asked while serving the soy milk.Li Ming was reading the newspaper at that time, so he replied casually: "One is enough." After the boss added the eggs into the soy milk, he realized that his original intention was to drink soy milk, so why did he add another egg?
The next day, when Li Ming went to another breakfast restaurant, a young waiter asked while serving soy milk: "Sir, do you want to add eggs?" Li Ming replied inadvertently: "No!" It is also a question of whether to add eggs or not. The reason why the owner of the previous store has a good business is because he has mastered the principle of preconceived ideas in marketing.
In fact, in domestic market promotion activities, the psychological principle of preconception is also widely used.For example, some clothing store owners will not ask customers "whether to buy", but directly ask customers "what color do you want", which greatly increases the probability of successful marketing.
In addition, as a merchant, he actually has great knowledge in answering customers' inquiries about prices.Generally speaking, the performance of merchants when answering price inquiries can be attributed to two types.One is to express disgust at the behavior of customers asking for prices.Because some customers only ask the price and do not buy, sometimes for businessmen, the price is also a kind of information that they do not want to be known by their peers.So now when a customer asks about the price, many businessmen will ask: "Do you want to buy it?" This suddenly chokes people.One is being able to answer customer inquiries kindly.In their view, customer asking for price is an opportunity for a successful transaction. They hope to find ways to attract customers with a sincere attitude, rather than sending customers to other merchants.
Customers generally ask for prices for comparison, so it is not a disadvantage to shop around. Of course, there are also price inquiries that are not for buying but for understanding.However, in either case, it means that he has some kind of interest in your product.It is not wise to act impatiently with customers.Because if things go on like this for a long time, you will not only lose one or two transactions, but also your reputation for doing business.
Therefore, speaking skills are also very important in the marketing process. Of course, genuine goods at a fair price are the basis of successful marketing. If you pay attention to marketing methods on this basis, then your sales performance will definitely be able to reach a higher level.
Make the most of sales with unique timbre
In the marketing process, in addition to speaking with substance, the tone and tone of speech are also very important.If you can bring out the aesthetics of your tone during the conversation and reach out to most of the audience, then you have a considerable advantage as a salesperson.
In order to create a unique tone, the following methods are introduced.
1.cadence
Madame Mociska is a big star in Poland.Once she performed in the United States, an American audience wanted her to speak in her native language.Mrs. Mociska stood up briskly and spoke a long string of fluent Polish.
Although she didn't understand the meaning, her smooth pronunciation made the audience very happy. As the speech progressed, her tone gradually changed from enthusiasm to impassioned, and then suddenly stopped when she was extremely sad, and the audience in the audience were all shocked by her Infected by the tone of voice, they were all immersed in sadness.At this time, Mrs. Mociska's husband suddenly burst into laughter from the audience.
It turned out that what Mrs. Mociska had just recited affectionately was the nine-nine multiplication table.
Therefore, the tone of speaking can have incredible charm.Even if the meaning is unclear, the tone of voice can be just as moving.The sonic aesthetics of language are equally applicable in merchandising.Salesmen can also impress customers with a moving tone of voice, thereby promoting the success of the transaction.
However, the tone and intonation of the language is not currently receiving much attention.Some marketers even think that it is necessary to use speaking skills only in the occasion of objection and rejection.In fact, however, the key to marketing lies in the way the language itself is used.It's just that some marketers don't realize it.Therefore, when lobbying customers, the important part should be said in a slow and powerful tone.If your tone of voice is out of tune, you won't be able to impress your customers and infect others.
2.make your voice convincing
Only the voice that can penetrate the hearts of the audience can achieve the purpose of persuasion.Therefore, the voice of the salesman must have a sense of music.
The voice of a first-class salesman must have at least seven or eight scales, so that the voice can be tuned up and down, and it is the voice that can impress customers. If you put a lot of enthusiasm and motivation into your work, your voice at work will naturally be , is also bound to be full of emotion, and can produce cadenced tones.After training, believe in your voice, you can completely achieve the effect you imagined, and this will be an important condition for you to achieve success.
3.Respect the buyer's language habits
As a marketer, in the transaction process, it seems to be common sense to try to use the language that the buyer can accept. However, there are very few marketers who can insist on doing so.
A staff member in charge of the company's procurement once met a young salesman who could not speak in the customer's language, and a humorous story happened:
When I was in charge of purchasing office supplies for an office building, I met a salesman who was marketing the letter box.The marketer's rigid adherence to jargon really opened my eyes.After learning about our receiving volume and some other requirements, this guy immediately showed the air of a traveler, and after a while, he decided that their CSI was the machine we needed.
The letters immediately confused me, and I couldn't help but ask: "What is CSI?"
"This is the mailbox you need." He thought that people all over the world knew their office supplies.
"What kind of material is it? Is it metal? Or is it made of other materials?" I inquired.
"Oh, if your unit needs metal materials, you can try our FDX. Two NCOs are also indispensable."
"We have some fairly long printouts in envelopes," I added.
"Then you'd need a PLI with RIP to forward prints, and an FDX with two NCOs to forward regular letters..."
At this time, I was already impatient, but I suppressed my anger and said: "Young man, what we need to find out is the material, specification, usage, capacity, color and price of your product, not the letter. Please use Describe your product in clearer language."
I really struggled to figure out all the information in his various mailboxes from his mouth.
All in all, as a salesperson, if you want to have outstanding performance, you should always pay attention to your own way of speaking, including the tone of voice, which should be able to attract customers' attention.Only by making your language expression almost perfect, you will have greater achievements.
Sales must be smart
Only sincere motives can produce noble speech.
In order to make the words appear sincere, certain speaking skills are needed, that is, some very ingenious words. This kind of language has a certain degree of ingenuity in expressive skills. At the same time, it should also have the help of emotions, expressions and actions. A form of merchandising that involves sincere motives.Of course, these clever words must not be hypocritical, but should be emotional.In fact, witty words are the satisfaction of some psychological needs of customers.
Clever words in sales require certain skills and experience, not every salesperson can master them.On the whole, clever words mainly include the following aspects.
1.Sincere and cordial attitude
The purpose of speaking is to convey thoughts and express feelings.Therefore, in addition to the content of the speech, the demeanor and expression of the language are also crucial.For example, when you need help from others, you should be sincere and polite when making your request, and you should express your gratitude in a timely manner after receiving help from others.Even if you don't get help, you can't show dissatisfaction to others, but you should still express your gratitude to the other party.If your requirements are not met, you will be as cold as ice immediately, and the other party will definitely think you are not polite.Also, use more honorific words when talking to older people, and more modest words when talking about yourself.
2.Peaceful and moderate tone of voice
When speaking with people, the voice does not have to be too high, no matter indoors or outdoors, as long as it can be accurately conveyed to the other party, and the tone of language should be calm and steady.When talking with others, try not to raise your voice, and don't add some meaningless modal particles in the language, such as "ah" and "um" should be avoided as much as possible.If you can overcome these shortcomings when speaking, you will give the other party a natural and cordial feeling, which is a good start.
3.dignified demeanor and phrasing
When talking to people, don't "smile without laughing", and don't deliberately pretend, it will make people feel hypocritical.When speaking, your actions should be moderate and dignified, so that the other party feels that you are trustworthy and reliable.In addition, some gestures can be added when necessary, and of course look dignified.Do not sway your legs, shake your legs, etc. while speaking, as this will appear unsightly.
4.Be confident yet cautious
To add credibility and make the other person feel empowered from within, speak with confidence.And before speaking, let what you say go through your mind first.The so-called thinking before acting, the thinking mentioned here mainly has two meanings: one is to know yourself and the enemy, and have a rough estimate of the other party's temper and mood, so as to prepare for the topic of discussion; the other is to prepare for the way of expression, like the way of speaking , tone, etc. all need to be considered.
5.Determine the topic of the conversation according to the conversation object
Any communication is a two-way interaction with specific objects.Therefore, when talking with people, the actual situation of the person to be talked to must be taken into consideration, and it must be flexibly used according to the age, identity, and relationship between each other, and expressed appropriately.People often say "playing the piano to the cow" is the description and description of speaking without looking at the object.
Specifically, according to the differences of the interviewees, the following aspects must be considered during the interview.
First of all, due to gender differences, for men, concise and straightforward language is necessary; for women, a gentle and euphemistic tone is more appropriate.In view of the difference in age, you can use passionate language for young people; for middle-aged and elderly people, you should use a negotiating tone to make them feel respected.In addition, differences in personality and hobbies require different speaking styles. In short, the salesperson's speaking style should be to sing what songs on the hills. Only in this way can the probability of business success be improved.
6.polite attitude, open minded spirit
First of all, don't ignore some polite expressions in daily life.Secondly, use honorific words for older people, and modest words for yourself.Again, use more discussion tone in tone, and use less or no command tone as much as possible.Because the tone of discussion will appear elegant, humble, and easier to accept.The most important point in communication is to consider the language environment when speaking.In different occasions, the tone and intonation of the conversation are different.Because even if the language is the same, different intonation and tone will have different effects.
In the process of sales, if you can use the above skills flexibly, you can benefit a lot not only in the field of sales, but even in the entire interpersonal communication.Of course, through continuous practice, your sales skills can really improve.
A few minutes to win a deal
In fact, usually the success or failure of a sales promotion is only determined by the first minute or two.Generally, as soon as the first few sentences of the salesperson are finished, the customer already has a basic judgment in his heart.Because they also have a lot of things at hand, or they don't have the patience to listen to you.At this time, the wonderfulness of the opening speech is very important. If a few simple sentences can catch the nerves of customers and convey important information, then your lobbying has already succeeded more than half.Even if the customer does not need your product temporarily, you can get the opportunity to revisit the customer.
Bai Ling works in life insurance and is an excellent salesman. Through the introduction of a customer, Mr. He, he met a friend, Mr. Tong, who needs insurance.A few days later, Bai Ling contacted Mr. Tong, hoping to make an appointment for this client.
After the call was connected, Bai Ling first greeted Manager Tong briefly: "Manager Tong, hello! I'm Bai Ling, He xx and you are good friends, right? Let me say hello to you on behalf of her."
Manager Tong was very impatient and said indifferently: "Yes!"
Then Bai Ling said: "I know you are always busy, I don't know when you are free this week, can I hold you for 5 minutes?"
Manager Tong said indifferently: "You want to sell something, right? I don't need to buy anything. Many salesmen have sold things before."
Bai Ling didn't give up because of this, she insisted: "Don't worry, Manager Tong, I won't sell you anything. Can you spare 10 minutes to meet with me at 5 o'clock tomorrow morning?"
Although Manager Tong was not happy, he still agreed: "Okay, then hurry up, I have other things to do after 10:[-], I hope you don't overtime."
After Bai Ling fought hard, she finally got the opportunity to meet with the client.
At 10 o'clock the next day, Bai Ling arrived on time, and greeted Manager Tong, "Manager Tong is very busy, I will definitely abide by the five-minute agreement." So Bai Ling completed his question as briefly as possible within the limited time. , In just 5 minutes, Bai Ling has grasped Manager Tong's mind, and Manager Tong seems to have something to say about this product.At this time, Bai Ling took the opportunity to ask: "Mr. Tong, do you have any questions about our products?"
In the following time, Manager Tong consulted Bai Ling about some matters about the product in detail.After several rounds of negotiations, Bai Ling easily gained Manager Tong's further trust in the product, and made the other party agree to order a part first.In this case, within a few minutes, the salesman Bai Ling won a chance for himself to meet, and then caught the customer's psychology at the opening stage, and at the same time dispelled Manager Tong's doubts with guarantees. Bai Ling's words Not only can the situation of the conversation be started, but also the impression of keeping the credibility is left to the customers, so that the sales process can be steadily advanced.
In fact, this method has a wide range of applications in the sales world.Although it is only a few minutes, this time is not for you to introduce the product clearly, but for you to understand the customer, so as to win the next opportunity to meet with the customer.In fact, these few minutes are also crucial. It is the premise and foundation for you to sell yourself and your products, and it is also the prelude to a formal appointment. part to get his attention.Conversely, if you don't make the most of the first few minutes of your pitch, you won't even be able to mention your product, let alone sell it.Therefore, in order to win the opportunity of the transaction, it is very crucial to grasp the first few minutes, and it will win you a turning point.
The speaking skill in the first few minutes is that you have to arouse the interest of the customer, and it will be a good topic to grasp the things that the customer cares most about in life and work.It is most important to make customers focus on you as much as possible.The topic of discussion must resonate with customers, even if it is just an irrelevant topic, try to talk to customers' hearts, and not argue with customers, otherwise customers will lose their intention to talk to you, which is not conducive to the development of sales activities.
Words that evoke concern in customers
35-year-old George Thompson is a middle-class person who works in the plastics industry and has a stable family. He has two children and earns about $6 a year. 3 US dollars, he has already purchased 3 US dollars of insurance, it is said that he no longer needs other insurance business, but Mike, as an insurer with high professional quality, has successfully persuaded George to buy a 17 US dollars of insurance Insurance.
The following is the process of Mike's persuasion of customers.
"Mr. George, you have a smooth career and a healthy body, but what should your wife and children do if something unexpected happens? The burden of life must be too heavy for your wife. The life of your two children Where does the cost come from? If the head of the family has an accident, in most cases, it must be the whole family that is in trouble. If the home loan cannot be renewed, the house will be repossessed by the bank, then the situation will be more serious. If this If this happens, how do you remedy it?"
"But I've bought insurance, so $3 should be enough!"
"Of course this insurance policy can last for a period of time, but your current home loan is 3 US dollars, so this insurance policy is still not enough. There are too many places to spend money. If there are other expenses, how can you What should I do?"
"Then my wife can work too!"
"How can it be so easy to find a job?" Seeing that George was shaken, Mike continued, "Even if your wife can find a job, it will be difficult to maintain the expenses of three people. Even if she is lucky, she finds a stable job. If you work, you won’t have much money left after repaying the bank loan; besides, if your wife works and your child needs a nanny to take care of you, your family situation must be quite tense.”
"You are right, even if she barely finds a job. I think life will be more difficult." "So I think it is necessary to buy another insurance. Even if your income plummets, at least your family will be protected for 5 years. The current economic situation can be maintained within the period. This will also give your wife a period of buffer time, so that she will not be under too much pressure, and she will be able to find a more satisfactory job, and it will also be convenient for her to take care of your two children."
"Okay, I'm willing to increase the coverage to $10."
"This is of course better! But how much should the child's education cost?" Mike continued, "If you add up these sums, the insurance amount will rise to at least 10 US dollars, and there are unexpected expenses. Another $17 insured."
George couldn't help saying: "What a huge number!"
"But, Mr. George, for the safety of my family, I think these efforts must be worth it!"
Of course, not everyone will be as convinced as Mr. George.They will think that the purchase of such insurance is simply superfluous.Usually, people who take this point of view are self-centered. He cares about himself more than he cares about his family, and he needs others to affirm his personal achievements. At this time, you can change the topic and talk to He talked about the benefits of insurance for him personally, such as personal savings and life after retirement, and so on.
In this case, you can say something like: "The current achievements and standard of living are actually the result of your hard work for most of your life. In my humble opinion, you should take a long-term view. If you retire, you still want to maintain your current life." If you are at the same level, I hope you can buy this kind of insurance, so that even if you are over 65 years old, you can still enjoy the annual bonus of 1.8 yuan, our insurance is quite cost-effective."
Through this way of speaking, the focus is shifted from the customer's family, and thus more concentrated on the insured himself, so it is easier to impress the other party, and make the other party accept your suggestion and promote the conclusion of the transaction.
Create a sense of despair and force the other party to change their minds
In some TV programs, such a phenomenon often occurs that some people reject other people's suggestions at the beginning, but later when there is no way out, he is very likely to accept the advice he once had. Declined suggestion.In the face of tremendous mental pressure, people usually weaken their resistance and make decisions that do not meet their expectations.In fact, in the process of persuasion, this method can also be applied.In the marketing process, if we can cleverly use people's sense of despair and use some serious consequences to make the other party realize that their original ideas will not work, we will be able to make the other party back out of difficulties, and our suggestions and opinions will also be good. accepted by them.This marketing tactic is known as the Desperation Attack.
A customer has taken a fancy to a house in a real estate sales company, but has been hesitating whether to buy it, because he thinks the price of the house will drop, and he hopes to wait until the price drops before buying.
If this continues to drag on, I am afraid that this single business will be blown away, so the salesperson decided to lobby the other party in another way.So, he started with the reason for buying a house, and asked the customer: "It is every customer's wish to spend the least amount of money to buy the largest house, which is also human nature, but have you ever thought about why you buy a house? what?"
"Mr. Chen, is your child already two years old?" The salesman asked immediately, "At present, your child is in the golden stage of growth and development, and his own judgment and consciousness are slowly forming. It is very important to them. In fact, compared with the environment in which children grow up, the price increase is too insignificant. What's more, under the current situation, prices are constantly rising. According to some real estate information It can be seen that whether house prices will fall is completely unknown, what do you think?"
The customer is still a little hesitant: "So the national regulation and control policy has already controlled the house price?"
The salesman replied clearly: "The state's regulatory policy is only to curb the rapid rise of housing prices, not to reduce housing prices. It is also very difficult to achieve a decline in housing prices in the near future, not to mention, for those real estate companies with strength As far as business is concerned, even if it falls, it will not be too affected, so it is still necessary for you to invest now."
Under the lobbying of the salesman, the client finally bought the house.
Here, the salesman adopted the marketing method of desperate attack. First of all, he used the child's physical and mental health to influence the other party's decision-making.Then cut off the customer's retreat with the news that the price may not necessarily drop. These two reasons are quite sufficient and convincing, so customers are easily moved.In fact, in the marketing world, this method is still widely used.
Practice has proved that the desperate attack technique is just like Xiang Yu's desperate tactics, and it is still very effective in the sales process.This method shakes the other party's point of view by dispelling the other party's concerns and forcing them into a desperate situation, and finally they are moved by you and follow your advice.As long as it is used well, it is still very effective.
(End of this chapter)
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