We can temporarily put aside the achievements of selling elevators, but don't forget how to successfully sell ourselves in front of customers. Because, we must understand that the purpose of selling ourselves is to make customers not forget you, to make customers trust you and accept you. As long as customers accept you, they also accept the elevator products you want to promote.
So how can we better sell ourselves? The author thinks:
First, sell yourself from the outside-clothing:
As the saying goes, "Clothes make the horse lean on the saddle." Explain that a person's image modification and clothing are very important.
An experienced salesman, whether male or female, usually pays more attention to his appearance and image modification, and pays attention to dressing up. Of course, you don't need to wear high-end brand-name clothes or make up. If you wear too gorgeous clothes, it will seem a bit impetuous, giving others a feeling of instability, which will lead customers to be afraid to approach you. The clothes you wear should not be too old, which will make you look a little shabby, indicating that your product sales performance is average; But it should be neat, concise and generous. According to your age and professional nature, you should dress in time and match. Men usually wear suits and ties or casual clothes, which is also a bit lively; It's best for a lady to wear a professional lapel dress or suit that suits her, with a knee-length skirt, or to wear a steady and generous fashion, and make herself a little makeup, which can also be accepted by customers.
Second, sell yourself from the first time you enter the customer's sight:
When salesmen sell elevator products, they usually take the initiative to sell them at home. Contact the sales staff by letter or telephone; Network marketing; Receive customers' visits and consultations, and promote sales during the inspection. At present, most elevator products are the preferred pre-sales service mode of actively selling to customers. When a salesman visits a customer, he should prepare some business information and technical information, and also make some psychological preparations to deal with the problems raised by the customer face to face. Especially when we meet for the first time, it is very important to leave a first impression on our customers.
Before entering the customer's office, you should tap on the door or give a "cough" to show your arrival; Use polite opening remarks, such as "Excuse me", "Excuse me", "May I come in" and "Excuse me, this is-"; While saying "opening remarks", choose the right time to respectfully hand in your business card; Lean forward slightly with a smile on your face, because a smile is a communication link and a communication tool. Especially in the process of sales promotion, your smile shows the sincerity of visiting, which can relieve the vigilance of the other party and promote the development of the conversation. When customers see your sincere and polite attitude, they are embarrassed to refuse your visit at once, and naturally reply a few words or instruct you to find someone. At this time, the salesman will seize the excellent opportunity to push the sales intention forward.
Third, to sell yourself, we should pay more attention to zero-distance speech methods and skills:
Under normal circumstances, a salesman visits a customer with the following preconditions: first, attract him to visit the customer for the first time according to the information he has collected; Second, customers who are recommended or introduced by relatives, friends and colleagues and have specific contacts; Third, customers who have visited many times and further tracked relevant information; Fourth, customers who have contacted by phone or made an appointment in advance. Sales staff will not only fully prepare how to contact and speak in different ways according to the above different customers. And pay attention to the way of speaking and "dialogue".
When talking with customers, salespeople should look at each other in a friendly way and talk with customers in a natural sitting position. Especially in the first minute or two, it is very important to "grasp" the psychology of customers and give them a magnetic "bright spot". Pay attention to the calm tone and appropriate words when speaking, such as the advanced technology content of products; Reliability of product quality; Are there any special terms in terms of service guarantee? Strengthen the modification and processing of key products in words and sentences. It is necessary to create a demand that can make customers "sing when they smell it, but never forget when they smell it".
In the process of speaking, you can't "tell customers what to do", and you can't have bad habits and behaviors, such as uncivilized "mantra", rude words, scratching your cheeks and so on. Don't talk endlessly, let customers talk, guide customers to ask questions, and dig deep into their "inner world" so as to achieve the purpose of conversation, communication and "discovery". Don't interrupt others' speeches at will when customers ask questions, such as interrupting or rushing to speak. In case they interrupt others when they are "excited", customers will show disappointment and helplessness or directly ask you "Please don't interrupt me …". At this time, you don't want to repeat the same mistakes and go your own way. You should stop interrupting immediately, apologize with "I'm sorry" and ask the customer to continue. Be patient and listen attentively. You should show your listening from time to time by nodding your head or whispering "hmm". No matter whether customers ask questions or complain, they must never "defend their weaknesses" or argue irrationally in front of customers. Criticism or demands of customers must be understood from the perspective of "empathy" in order to be handled properly.
Salespeople should set the purpose of each visit to customers as "stairs" and follow your carefully arranged steps to guide customers to different "steps" and "heights" step by step. If you know or feel that customers have "deviated from the course" or "don't want to leave" in business negotiations, you should give full play to your talents in your speech, adopt some sales skills, or take some measures to relax the relevant terms to make up for it, or use some factors to "attract" customers' desire to "deviate" or "stop" and continue to climb up.
Four, when selling yourself, don't belittle competitors in the same industry:
In today's market economy, few products are exclusively produced and operated. Often, after the information of a customer's purchase of products is sent out, it will soon spread throughout the same industry, ranging from a few to dozens to consult, negotiate, quote and bid for competition. Therefore, in business negotiation, customers often mention the name and products of an elevator company, and even in conversation, customers will praise the product quality and excellent service of a peer company intentionally or unintentionally. When you encounter this situation, you should change the topic, each has its own advantages, and we also have our own characteristics. Never show displeasure, or refute customers' views with words, let alone "belittle" or "attack" similar products of the same industry unit in the process of promoting your own products, say that "others" products are of poor quality and service in front of customers, or even cite some "negative facts" to customers. Maybe you think that saying this sentence will "boost yourself" and "help" your sales promotion, but it is not. It is understood that most customers are disgusted with the behavior of "belittling" or "attacking" the same industry units in the promotion process, and do not agree. Therefore, it will affect the overall image of selling yourself, give the impression that the quality of customers is too poor, and then affect the efforts to sell products. Because, in the eyes of customers, "peers are competitors" and "peers are enemies", the more you say "others", the better customers think "others", which is called "reverse thinking" and provides customers with factors of distrust of themselves.
Therefore, while selling elevator products, salespeople can only "add icing on the cake" to the products they sell, but never "judge the products in the same industry".
Five, sell yourself to learn more relevant knowledge:
"Marketing" is a professional knowledge, but it covers a wide range of knowledge. Salespeople must deal with people at different levels. Their occupations and positions are different, and their personal personalities are also different. Therefore, it is far from enough for salespeople to learn a little knowledge of product sales and how to "connect" with middle and senior talents in these enterprises and institutions. In addition to sales, there is a lot of knowledge that we can constantly learn and enrich and apply to actual sales work. For example, learn a little about market economics and know how to do a good job in market analysis, forecasting and market development, as well as the basic elements of price formation and cost accounting. Learn a little about "public relations" and "psychology", and in contact with customers and business negotiations, you can analyze customers' real intentions in a deeper level through "thorough observation"; Elevator products that often deal with civil engineering should learn a little about "geology" and "architecture"; Engaged in the sales of mechanical and electrical products can learn a little mechanical drawing, basic knowledge of electricity and so on. With these basic knowledge closely related to business, communication with customers will bring more extensive conversation content.
Besides the knowledge related to your business, you should also know more about memorabilia, chess, calligraphy, flowers, birds, insects and fish in life. Because in the process of talking about products, there are also times to relax. According to the law of personnel communication of "once born and twice cooked", we can talk about things other than business topics to enrich the conversation. People always have feelings. If you have the same language with customers in some viewpoints other than selling products, or have in-depth discussions on hobbies, it will definitely help your product sales.
Six, strive to develop to the high end-sell yourself:
Salespeople must choose a good target to sell themselves. The "target" mentioned here is the "counterpart" people you face when you make a speech to promote products, that is, the relevant purchasing personnel, engineering technicians and project managers of the client unit. Some units have a fine division of labor and are not the staff responsible for this item. No matter how hard you try to sell yourself, you won't "talk" and waste your expression and energy. Therefore, you must first "ask for directions", first find out the responsible department of the client unit and the person in charge of this project, and then give full play to your sales talent. When making a speech, you are not only talking to the right person, but also talking to everyone else in the office (if any); You should greet other audiences by "seeing", "nodding" and "smiling" appropriately, so as to win over your supporters and expand the effect of your speech.
However, the salesman's sales promotion work and speech scope in the customer unit can not be limited to or stay at the middle and bottom level forever, which is far from enough. It is necessary to find or understand the top leaders in charge of the leaders or responsible departments through their own methods of "observing the face and observing the color" and "following the trail". We will develop the marketing "front" to the high end, expand marketing efforts, boldly "push" senior leaders, sell ourselves to them and tell them about the elevator products we sell. Because the final decision on the performance of the contract still belongs to the top leaders, who are the decision makers who make the final decision.
Of course, the responsible departments of each unit are also very important. They are the "staff officers" of senior leaders, who have their own market research, evaluation of suppliers and suggestions on ordering a certain brand of elevator products. In particular, there are some large units that order products within a certain amount. As long as the responsible department selects the model and lets the technical department confirm it, then it can be directly purchased by the purchasing department. In fact, some projects have been negotiated by relevant departments in business negotiations. However, nothing can be handled in the same way or in a single mode. Sales staff should "adapt to local conditions" and "improvise" and determine their own promotion methods according to the specific management procedures and departmental preparation of each customer.
At the beginning, after one or two contacts and conversations with customers, the salesperson had better choose the main target, such as "top-down" or "bottom-up". Never ignore or despise a certain level of "small" leaders in business activities, which is equivalent to setting obstacles for yourself. Once there is a "first-class" obstacle among customers, it is best for salespeople to use their keen observation ability and flexible negotiation skills to inspire and guide the person in charge to recommend you directly to his senior leaders, or to provide you with some information from senior leaders. If you can do this, the task of promoting products on this customer will be more than half successful.
People communicate, associate, work, study, get together and leave with people from different circles at any time and anywhere in their lives.
People sell themselves all the time in their lives. I am convinced that a person who is good at selling himself and constantly summing up himself will surely achieve fruitful results in his career.