Who is the salesman?
L company's image representative
As a salesman of a real estate company, he directly represents the company to customers, and his image also represents the company's image. Dressing neatly and steadily will leave a good impression on customers, increase confidence in the company and narrow the distance between the two sides.
L the communicator of the company's business philosophy
Salespeople should be clear that they are the intermediary between the company and customers, and their main role is to pass on the company's operations to customers in order to achieve the purpose of sales.
L guide/professional consultant for customer's home purchase.
Salesmen should use their professional familiarity to provide customers with consulting convenience and services, so as to guide customers to buy a house.
L experts who introduce real estate to customers
Salespeople should have absolute self-confidence and must believe in three things: the company they represent, the products they sell and the sales ability. Only in this way can they give full play to their sales skills. Because trust your own company first; In the promotion activities, salespeople not only represent the company, but also their working attitude, service quality and promotion effect directly affect the company's economic benefits, social reputation and development prospects. Secondly, believing in yourself and your ability to complete the promotion task is the source of confidence and determination for the success of promotion, which can generate initiative and enthusiasm, devote yourself wholeheartedly with pride and confidence, and create the best level. Third, they believe in the products they sell. Including believing that the products you sell are effective in meeting customers' needs, that the products you sell are genuine, that your products can be sold successfully, and that you are an expert in selling floors.
L Media that reflect customers' opinions to the company
As the intermediary between the company and customers, sales staff should not only convey the company information, but also take the responsibility of reflecting the customers' opinions to the company, so that the company can make corresponding corrections and treatments in time and establish a good corporate image of the company.
L is a client's best friend.
Salespeople should try their best to take various effective measures, such as a good image and sincere attitude, to close the distance with customers, eliminate their wariness, and let customers feel that you are their best friend and are thinking about him everywhere.
L market information collector
Sales staff are required to have strong reaction and contingency ability, rich business knowledge and keen insight into the real estate market, which requires sales staff to collect and analyze a large amount of real estate market information to provide a basis for the company's decision-making.
L pursuers with innovative spirit and outstanding performance
As a salesperson, you should be clear about your pursuit and purpose. Only by continuous innovation and pursuit can we have excellent performance.
2. Who is the customer?
L customers are the most important factor in the company's operation and the source of the company's wealth and personal interests;
Customer source is an important premise of the company's capital source, which clarifies the importance and interests of customers in the company's operation, and also clarifies our attitude and purpose towards customers.
L customers are an inseparable part of the company;
Let customers believe that when they become owners, the company has recognized that they are an inseparable part, and their interests are closely linked to the interests of the company. "When the water rises, the ship will naturally rise."
L customers don't want us, we want him;
Salespeople should be aware of this, correct their mentality and make appropriate behaviors.
L the customer is not the one who argues with us;
Salespeople should avoid direct arguments with customers, avoid their sharp edges and adopt appropriate conversation methods.
L customers should receive the highest courtesy.
Be warm and polite to customers, make them feel at home, think that they are respected, have a good impression on salesmen, are satisfied with the company's service, and enhance their desire to buy real estate.
3. The mentality that a salesperson should have.
Build trust
-Memory of property information;
According to your familiarity with the information, you can answer questions naturally, enhance customers' trust in the sales staff, and sell at the same time.
The self-confidence of the sales staff has also increased accordingly.
Assume that every customer will make a deal.
Salespeople should assume that they will buy every customer who comes in, thus forming a conditioned reflex and product.
Go to the pole to promote sales, thus increasing the success rate and making the sales staff feel successful and confident.
-Match the professional image
Clothes make the man, and a good image can narrow the distance between people and facilitate communication between the two sides. Find yourself
Good, natural confidence will also increase, and self-play will be good.
The right attitude
-Measure gains and losses
Salespeople usually encounter things that are rejected or difficult, such as handing out leaflets, and they will be rejected. Salespeople should know that this job is like this. They have no loss, but there are many benefits, which increase the number of customers and increase the income opportunities.
-correctly treat rejection.
Rejection is common, but salespeople should not be confused by this obvious rejection. When the customer just finds an excuse to refuse, it is not a categorical refusal, and there is no room for feedback, which means there is still a chance. Salespeople should not give up easily, and can follow up after a while.
Mentality and attitude towards customers
-From the customer's point of view, "Why does this customer want to listen to my sales promotion?"
All promotions are aimed at the needs of customers, not you. Sales staff must first understand the purpose of the guests and make clear their own sales purpose. Let the guest calm down, make clear his starting point, suit the remedy to the case, cooperate with the customer's ideas, introduce his needs, cater to the guest's mentality and narrow the distance between the two sides.
-most people are disgusted with exaggerated statements.
Nothing in the world is perfect. Excessive exaggeration by salesmen will cause customers' disbelief and dissatisfaction, and some shortcomings are appropriate. However, it is necessary to supplement the explanation in time, clear the name for yourself, help the guests make comparisons, make the guests feel real, and deepen their trust in the salesman.
How to deal with failure
Any marketing expert is a process from ignorance to erudition, and from unfamiliarity to proficiency. As long as you dare to face up to temporary failures and setbacks and learn from them, success will eventually wave to you.
Methods: Overcome the "percentage law" of inferiority.
For example, if you meet ten customers and only get the 200 yuan order from the tenth customer, how to deal with the first nine failures and rejections? Remember, you earned 200 yuan because you met ten customers, not the tenth customer earned your 200 yuan, but each customer earned your business of 200/ 10=20 yuan, so the recipient who was rejected every time was 20 yuan, so you should smile and thank the other party for making you earn 20 yuan. Only in this way can you learn to treat failure and success dialectically.
4. Reception process;
Basic flow chart of real estate sales
1) preparatory work
L Establish a good first impression of customers on the sales staff with a good image and service attitude, and then the sales staff will start to build confidence in the real estate on this window day, so that customers can feel at home;
L deeply understand the quality of the real estate itself, the situation and environment of the surrounding real estate. Familiar with and understand marketing materials, establish sales confidence;
L be familiar with and abide by site management and company rules and regulations;
Prepare sales materials and tools, such as folders, calculators, business cards, pens and tools.
L The necessary sales tools are put in the right place in the right way for easy use. If the pen can't be hung on your chest or skirt at will, you can stick it on the cover of a folder or put it in your pocket. Calculators, business cards and sales materials distributed to customers are all kept in folders.
2) Receiving specifications
L two salespeople are symmetrical left and right, standing straight in the sales departments on both sides. When a guest enters the door, the salesperson opens the door with a smile in the far door, greets the guest actively, says "Welcome" and "Please come here, I'll introduce the situation to you", asks the guest's name, extends his right hand to guide the guest to enter, and the guest walks in, while the salesperson drives around. At the same time, other salesmen should also make up their positions in time and let people stand at the door.
3) Introduce the general situation of real estate.
L model introduction
Guide the guests to visit the model
Introduce the external situation
Introduce the position, direction, location of the building and the name of the road where you are standing. Nearby buildings, nearby supporting facilities, public transport network, cultural landscape and so on.
Guide the guests to sit at the negotiation table, hand in business cards and sales materials with both hands, and other salespeople hand in water and tea in time.
L. Introduction of basic elements
Area scale, storey height, greening rate, supporting facilities, developers, builders, supervisors, apartment spacing, area number, average price, special apartment, property management, architectural style, past performance, main promotion units in this period, etc. At the same time, ask the guest's needs, understand the guest's thoughts, and then get up and take the guest to the model house and demonstration unit.
Visit model houses and demonstration units
Model house: introduce the advantages of apartment spacing, actual decoration standards and furniture layout.
Demonstration unit: give priority to "demonstration" and guide guests how to redecorate, how to arrange furniture, how to change rooms at intervals and so on.
L Field introduction of real estate (real scene of residential area)
It depends on the specific characteristics of each project site.
The focus is on seeing is believing, promoting advantages, combining the scene with the human landscape, fostering strengths and avoiding weaknesses, and strengthening the advantages of real estate.
Pay attention to the safety of the construction site.
4) Negotiation and pricing process
Take the guests to the negotiation table, introduce the specific units, and let the guests face the door, preferably the model renderings. At the same time, other salespeople should add tea in time, cooperate well and create an atmosphere.
Focus on one or two units according to the needs of guests.
Recommended payment method.
Calculate the property price, other payable expenses, bank charges, etc. in detail with the valuation recommendation form.
Ask loudly about sales control to create a sales atmosphere, pay attention to the skills of sales control, and ask suggestive questions to sales controllers.
At any time, Guan Jian should take the initiative to raise his hand and invite the supervisor to facilitate the transaction and introduce each other. He said to the guests, "This is our sales manager, Manager XXX. He is quite familiar with this building. He will definitely help you and meet your needs." He said to the sales supervisor, "This is my client, Mr. XXX. He is sincere in looking at the building. I have recommended and calculated this better unit for him." So as to enter a more realistic negotiation and decision-making stage.
5) Close the process
N When the guest expresses satisfaction and has a desire to buy;
The transaction should be made as soon as possible and the deposit should be paid in full.
You can say, "Miss XXX, do you have an ID card?"
Write a subscription book while talking, even if the guest says he didn't bring it,
You can say "make it up when signing the contract".
As he wrote, he said to the guests:
Finance is here, please come and pay,
"Congratulations on becoming the owner of a building, congratulations!"
Hold the customer's hand hard;
The audience responded with warm applause;
Then report the sold unit number to the sales control loudly.
N When guests want to reconsider, they can use:
Fair discount
Timeliness of exhibition
The rarity and uniqueness of a good unit urge customers to place an order and make up the deposit after 24 hours.
N After paying the deposit, remind the guests of the time, amount and place of the next payment, how to go through the formalities and so on.
6) Visitors' messages, registration methods,
When the whole promotion process is over and the guests really want to think over it, they can say:
"Please give me your business card, sir."
Sir, make a customer registration first,
"Miss, do a customer statistics as usual" and so on.
Leave the customer's contact information, the focus of inquiry, and the foreshadowing of the next meeting to facilitate future follow-up negotiations.
5, customer type analysis and coping essentials
Customer type, customer characteristics and elements
(a) impulsive, outspoken, impetuous, fickle, often because of impulsive and unable to calmly perspective and judge their psychological reactions. The sales language is lively, avoiding nagging, paying attention to the negotiation atmosphere and comprehensive appeal.
(2) The calm and steady type usually has rich knowledge of buying houses, has a good understanding of the house itself and market conditions, and is calm and steady, thoughtful, attentive, careful and thoughtful. Have a comprehensive and profound understanding of the real estate, explain in detail the characteristics, quality and strength of the developer of the house with a normal heart, patiently provide objective information and proof, make reasonable judgments, and gain the trust of customers.
(3) Suspicious and cautious questions, serious expression, indifferent response, repeated reading of loushu and sales materials, cautious words, it is difficult to gain trust. Explain the advantages of the house in detail, start from a small place, cultivate confidence, impress him with a cordial and sincere attitude, understand his economic situation and the reasons for buying a house, narrow the distance with him, and let him rest assured.
(4) The spirit and actions of indecision are erratic and elusive. After a thorough understanding of real estate, I became interested in housing, and I still can't make up my mind whether to buy it or not, whether to buy a high-rise or a low-rise building. When you talk, your eyes keep moving. With the understanding of the customer's situation, help him make a decision without hurting his self-esteem, and make a choice for him as a real estate expert and friend.
(5) Decisive and active, with firm eyes, loud tone, rich expression and confident and determined style. Listen carefully, grasp the customer's interest points, focus on promotion, and pay attention to the comparison of real estate room type and price.
(6) The ignorant type knows nothing about buying a house, and has many and miscellaneous questions, and even asks many questions that have nothing to do with buying a house, so they are good at listening. Master the negotiation site, try to answer questions in detail and explain the best-selling degree of the property. And put forward credible and powerful sales performance, quality assurance, etc. With a cordial and sincere attitude, don't let it feel oppressive.
(7) Being critical and thoughtful, like to find fault, and often express subjective opinions on building materials, planning, environment, room type, seating orientation, public facilities, etc. Appropriate praise, don't argue with it, emphasize preferential housing and payment methods, and ask "why?" In order to know more about his thoughts, we should prescribe the right medicine.
(eight) arrogance, arrogance, posturing, often refusing people away, arrogant. Show arrogance. Sincere, humble, cordial, clear, with a smile on his face, can not show arrogance, impatience or even disgust. With the quality and taste of real estate, you can specify the prominent status and identity of customers, or set off their dignity, thus stimulating their vanity and then causing their desire to buy.
(9) The herd mentality is quite heavy. I often ask whether the house is good for sale, how much it costs, who buys more and how many houses there are. I pay great attention to on-site transactions. Selective publicity of the advantages of real estate, creating a very lively atmosphere, many customers, limited goods, can also imply that the price increase is imminent, now or never.
(10) Greedy for petty gain attaches great importance to trivial matters, and cares about discounts, concessions, gifts, etc. If there are discounts or gifts, take some to lure them, and never come clean. If there are no concessions and gifts, it means that the property is worth the money, indicating that the house is quite cheap, the value-added may be huge, and the posture is slightly higher.
(1 1) The decision-making power of the female-dominated house purchase lies with the woman, who is talkative and dominant, while the man is often silent or concurs with the woman. If you are a female salesperson, it is best to talk to her as a sister, tell her the characteristics of the house in detail, and pay attention to the preferences of customers in words, create "* * * the same language" to make her feel good about you, and then believe what you say. If you are a male salesman, be humble and sincere everywhere, and let her feel that you care about her and have a sense of superiority. However, both male and female salespeople must not ignore this man and ask his opinion from time to time, because it is possible that your respect for him will make him put in a good word for you at a critical moment. At least I won't speak ill of you.
(12) The male-dominated type is just the opposite of the female-dominated type. Everything is centered on the man, and the woman is silent or attached. It's almost the same as the "female host", but remember that female salespeople should not look at that man intentionally or unintentionally, or even "discharge" to avoid unnecessary misunderstanding, and treat him with a professional and supercilious attitude.