2. Exchange information. Customers can learn about the company's business status, business objectives, product performance, uses, characteristics, uses, maintenance, prices and other information through salesmen. Stimulate consumers to complete the action from demand to purchase. At the same time, salespeople also shoulder the task of collecting and feeding back market information. They should keep abreast of customers' needs, demand characteristics and changing trends, understand the operating conditions of competitors, and understand customers' post-purchase feelings, opinions and opinions, so as to provide a basis for the company to formulate relevant policies and strategies.
3. Sell goods, meet customers' needs and realize the transfer of commodity value. When a salesman sells a product to a customer, he must make it clear that he is not selling the product itself, but a hint to the customer hidden behind the product, that is, telling the customer that he can get some satisfaction by buying the product. At the same time, we should master customer psychology, be good at applying promotion skills and use different strategies for different customers.
4. Good service is the guarantee of successful promotion. In the process of sales promotion, salesmen should actively provide customers with various services, such as business consultation, technical consultation and information consultation. Good service in promotion can enhance customers' goodwill and trust in the enterprise and its products. 1. A salesperson must have a comprehensive understanding of the company he represents. Familiar with the company's development history, familiar with the company's financial, personnel status, leading position, technical equipment, etc. over the years, because this knowledge will help enhance customers' trust in salesmen. Salespeople must also master the company's business objectives and marketing strategies, and be able to use and explain them flexibly. At the same time, we should also learn to skillfully use statistical data to explain the company's positioning and strive to establish a good company image in the eyes of customers.
2, the salesman should be a product expert, should fully understand the whole process from product design to production, familiar with product performance, characteristics, use and maintenance, familiar with product cost, expense and ex-factory price. We should also fully grasp the product categories. Equipment status, service items, pricing principles, delivery methods, payment methods, inventory, transportation conditions, etc. In addition, you must also understand the competitive products.
3. On the one hand, salespeople need to know the possibility of customers' purchase and the benefits they hope to get from it, on the other hand, they need to know the basis of customers' purchase decision, and who is the buyer, the user and the consumer. Understand the purchase conditions, methods and time of customers, and deeply analyze the psychology, habits, hobbies and requirements of different customers.
4. The relevant knowledge that a salesman should master mainly includes marketing strategy, market supply and demand, the number and distribution of potential customers, purchasing motivation, purchasing ability and relevant laws and regulations.
5. Excellent salespeople should also have good cultural quality. For salespeople, the focus of peer competition is often the difference of cultural quality. In terms of cultural quality, salesmen are required to have certain professional knowledge, such as economics, marketing, psychology, economic law, sociology and so on. Besides, they should enrich themselves in literature, art, geography, history, philosophy, natural science, international current affairs and foreign languages. Knowledgeability is an important factor in the success of a salesman.
6. Salespersons should also have corresponding legal qualities, and have strong legal awareness and rich legal knowledge in their work. Promotion is a complex social activity, which is restricted by certain laws and regulations. In the process of sales promotion, salesmen should pay attention to measuring whether their words and deeds are legal and what consequences they will bring to society.
7. Personal selling is actually a communicative activity. Salespeople are "diplomats" of the company, and they are required to pay attention to the necessary sales etiquette. (1) Although appearance can't absolutely reflect a person's inner world, as a salesperson, you must pay attention to appearance. The first impression a salesman gives a customer often depends on his appearance. Customers prefer elegant and personable salesmen to sloppy and unresponsive salesmen. Famous American fashion designer John? t？ Molloy once wrote a book called "Successful Clothing" for business people, part of which was about the clothes of salesmen. He believes that the clothes of salesmen are based on stability, generosity, neatness and cleanliness. He put forward some dress standards for the reference of sales staff.
A, orthodox suit or light western-style coat;
B, clean ironing;
C, the color of clothes should be carefully selected, as generous and steady as possible;
D. Try not to wear signs representing personal identity or religious beliefs unless you know who you are selling to and who you are.
Have the same identity or belief;
E, don't wear too much hair wax. So as not to make people feel greasy and disgusting;
F, don't wear sunglasses, because only eyes can give customers a sense of trust;
G, don't wear too much jewelry, so as not to make people feel tacky;
H. don't wear too many decorations or accessories.
I can wear the company logo or accessories consistent with the promotional products appropriately, so that customers have a good impression on the enterprise and promotional products.
Deepen impression and association;
J, the briefcase should be generous;
K, use a high-end pen,
L, ties should be of good quality;
M, try not to take off your coat, so as not to weaken the authority and dignity of the salesman;
N, self-check from head to toe before departure.
Salesman's clothing should reflect the flavor of the times, be full of vigor and vitality, be healthy and lively, be enterprising, and dignified and generous clothing can enhance salesman's self-esteem and self-confidence. Only in this way can he have the most courage, confidence and sales promotion effect.
The content/manner of speech
(2) In terms of speech, the salesman's language expression should be accurate and avoid ambiguity; Pay attention to the use of standardized language, except for special occasions, generally speak Mandarin and official language; Use polite language and put an end to rude language; Don't say it verbally; Also pay attention to the pronunciation and intonation of the speech, pronounce clearly, speak at a moderate speed, and avoid sick sentences and typos; Speech should not be hoarse or weak. In short, the speech should be accurate, standardized and expressive.
bearing
(3) Salespeople should abide by some basic rules in their manners, such as knocking at the door gently and staying away from the door slightly; Greetings and greetings should be active, enthusiastic and appropriate; When visiting customers, you should sit behind them and don't fiddle with their things. Speak with care and gentleness, sit upright, lean forward slightly, listen carefully and attentively, avoid looking around and being absent-minded, don't directly contradict when answering questions, and use a euphemistic tone when you need to deny the other party's opinions; Take your time when you speak, and move moderately. Don't put your hands behind your back when standing. When exchanging business cards, you should present and accept them with both hands to show your respect for each other. Don't fiddle with the customer's business card during the interview. We must pay attention to overcome the bad habits such as blinking, picking our noses, frowning, cutting our hands, biting our lips, scratching our heads, digging our ears, sticking out our tongues, shrugging our shoulders, shaking our legs, stamping our feet, constantly looking at our watches, looking around, panicking and smiling without smiling.
other
(4) Other related etiquette. Pay attention to the customer's identity and age, choose the right topic, and don't say hello. If there are other people besides customers, such as customers' friends, you can't ignore them, otherwise it is impolite and unwise. Be gentle and polite when you make a phone call. When you answer the phone, you'd better give your name and company first. If you have the wrong number, you should apologize to the other party. Under normal circumstances, salespeople should not smoke, because smoking itself is an uncivilized behavior, which is not only harmful to their own health, but also more harmful to others. Smoking in sales promotion often distracts customers and even offends them, which is not conducive to sales promotion. Of course, in some special areas and environments, smoking is inevitable and even essential. Traditional promotion has an indissoluble bond with alcohol and tobacco. Therefore, if salespeople find that smoking is inevitable or helpful in promotion, they can also master it flexibly. However, if you don't shake your cigarette ash at will, you'd better put out your cigarette after the interview and concentrate on listening to the customer. When a salesman accepts a customer's drink, he should get up and take it with both hands and express his gratitude. When drinking, he should avoid drinking and making noise. If you want to entertain customers, you should consider their psychology and preferences in banquet places and dishes, and pay attention to the fact that the number of customers cannot exceed the number of customers. You shouldn't drink too much, get drunk or leave customers. You should leave first, don't pay in front of customers ... one is the order developer. Its job is to find new customers, sell products to them and persuade existing customers to increase their purchases. Order developers are required to have the ability to find potential customers and help existing customers understand the new uses of products.
The second category is the order taker. Mainly for repeated sales of products. Its object is only to deal with old customers. On the surface, these salesmen are just ordinary clerks, but in fact, their role cannot be underestimated. If the work is not effective, the original subscribers may move to other companies, resulting in the company losing its competitiveness.
The third category is sales assistant. Many companies often hire sales assistants to help sales people complete some special tasks. For example, intelligence personnel, their main task is to help salesmen complete the communication between companies and middlemen, such as providing information, transmitting information and answering questions. Instead of selling products directly, such as trading and sales staff. These people are usually order recipients, but they also have the responsibility to help middlemen sell their goods. Another example is that technicians are mainly engaged in product promotion with complex technology.