In addition, in the process of communication, you will inevitably meet people in the industry, especially some industries that have developed rapidly recently. Customers have a high demand for products, and their understanding of the industry is also growing rapidly. Facing such a person, how much can you say you know better than him? If in the process of return visit or marketing, the customer doesn't have it, or you need to check it for him after hanging up, it will make people stunned and the customer will think that you are a juggler delivered to the door. Let the customer keep this attitude. How will he use your product or your service?
There is a classic communication scene in the Hong Kong TV series "Communication Master":
Due to the struggle for power and profit and poor management, Changlong Express Company implemented a "slimming" campaign for its employees, with more working hours and less money. Complaints and conflicts among employees are increasing. One of them is a pair of brothers. Their younger brother is mute. Because of family difficulties, the two brothers had to stick to the company's intensive deduction and high-intensity working environment. Finally, one day, my brother was paralyzed by heavy objects because of overwork. My brother went to the company to discuss the argument. The company not only refused, but also lied to him to sign the agreement and lied that his brother was injured during his non-work period. My brother lost his mind, rushed into the company, hijacked a dozen hostages, chopped a security guard and put explosives everywhere. The situation is very critical. At this time, the police sent a communication expert.
Communication experts immediately investigated the background of the employee and closely monitored the scene through indoor monitors. Most of the hostages taken by the victim (brother) are employees who are as dissatisfied with the company as he is. After hearing the victim's story, the hostage went to help him instead, which made the victim more determined. In the process of communication with him, the communication expert first expressed sympathy for the victim's situation, but he insisted on his own conditions and refused to let go. In the meantime, a hostage broke free and jumped out of the window after being chased by the victim, and unfortunately fell to his death. At the critical moment, the most experienced communication expert in the police station appeared.
Due to an accident, the communication expert was in a wheelchair. Unexpectedly, the wheelchair became his asset. Starting from his own situation, he made the victim feel that his situation was not hopeless.
When the victim: "smelly police! If you don't agree with my conditions, I will start killing hostages! "
Communication expert: "Don't be nervous! I am in a wheelchair, and I won't hurt you. "
Communication experts try their best to appease the emotional victims and then say, "I can understand your feelings." When I couldn't stand up, I thought the whole world had abandoned me and the newspaper took me as a laughing stock. I feel that my dignity has completely lost. At that time, I also felt helpless and thought about burning myself to death. But I survived. Although I can't walk yet, I am calm and satisfied. Don't think you have no way out, why choose this road? All the hostages you take have relatives. Have you thought about your brother? You are his only brother! "
Then he showed the video of the hostage's relatives and the victim's brother to the victim, so as to divide the hostage and soften the victim. Then he sent representatives of Changlong Company to negotiate with the owners. After some psychological and practical struggles, the victim finally agreed to lay down his weapon.
Communication is not only a contest of strength between the two sides, but also a psychological war. How to understand each other's psychology, stimulate each other's emotions and guide each other's ideas is often the prerequisite for further important actions such as making offers and concessions, and also the key to promoting communication. As the saying goes, "Know yourself and know yourself, and you will win every battle." The above cases are the best examples of using psychological tactics to achieve your own communication goals.
Expert guidance
Communicating with customers is the most important job for every marketer. After meeting with customers, what to talk about and how to talk about it are all preparations that marketers must make in advance. Experts suggest that salespeople should prepare the following links before talking with customers:
1. Know your customers.
Customer's name, gender, position, approximate age, right to speak, professional knowledge proficiency, contact information, hobbies and other related information, marketers must know in advance. This information is helpful for marketers to communicate with customers properly when they formally visit customers, thus promoting the achievement of business cooperation.
2. Prepare the visiting materials in advance
Marketers must prepare relevant visiting materials in advance. Including: company publicity materials, personal business cards, notebook computers (with wireless network cards), notebooks (distributed by the company to record customers' problems and suggestions), etc. If necessary, you need to bring the company's contract text, product quotation, etc. Among them, it includes the product type, unit price, total price, preferential price, payment method, cooperation details, service agreement, special requirements and so on.
3. Prepare the wording to deal with competitors in advance.
Customers usually shop around before making a final decision. Marketers must prepare wording for these major competitors in advance. Mainly includes: What's the difference between us and our main competitors? What are our strengths? What are the advantages and disadvantages of competitors? What is our comparative advantage compared with our competitors?
Preparing these words in advance is very helpful for marketers to "conquer" customers' hearts directly during the visit, and will not be in a "passive" situation. Determine the number of visitors
For different customers, in different time periods, according to the different needs of customers, the number of marketers is different. If it is a general visit, or a visit that does not require too much technical content (such as a visit that does not require high professional knowledge, but only simple marketing communication), the number of marketing personnel can be one. If it is a very formal and important visit, especially a visit with high technical requirements, there should be at least 2-3 marketers. A more scientific three-person visit to the team follows the following principles of division of labor: 1 person is responsible for public relations, communicating feelings, and marketing personnel are the leading factor; 1 person is responsible for technical or professional talks, mainly for those high-tech topics, answering and replying to customers; 1 person is responsible for coordinating or acting as an assistant to handle the coordination and communication between customers and the company.
5. Arrive at the place of visit in advance
Visiting late salespeople is very unpopular with customers and it is difficult to succeed. Marketers must first calculate the approximate time to arrive at the customer's location and leave some room for maneuver. Never let customers feel that they are not respected enough. If the marketing personnel arrive at the visiting place in advance, then the marketing personnel can familiarize themselves with the surrounding environment, relieve their nervousness, tidy up their image and review the visiting wording. The marketing staff should call the customer about 15 minutes before the appointed time, indicating that they have arrived at the visiting place and are waiting for the customer's meeting.
Elements of effective communication
You need to understand the following aspects of communication goals:
1. What are they interested in?
What makes them passionate? What makes them shine? They may come from work, family or personal hobbies. You can look at them carefully: What kind of photos and books are there on and around the desk? What do they read?
2. What have they achieved?
You can do some research with the help of the Internet. If you want to know what they look like when they smile, you can look for his picture through the search engine. Who praised them? What awards have they won? What kind of public reputation have you won? Do you have any comments?
3. What do you have in common?
What do you have in common? Clearly express your enthusiasm and understanding of your common interests. At the same time, remember to focus on the people you need to communicate with. Starting from these interests, try to understand their worldview.
4. What challenges do they face?
Understand the challenges and opportunities they face in their work. What help can you give them to meet challenges or seize opportunities?
5. How important you are to them.
Do you know the real reason why they cooperate with you? Can the services you provide make their lives happier, more convenient, more fulfilling or richer?