In the United States, 85% of business leaders start with sales.
In China, quite a few business owners are still engaged in sales.
……
Misunderstandings in sales work:
1. Only people who have a glib tongue can do a good job in sales.
2. Sell products only from the standpoint of the seller.
3, must be thick-skinned, will lie or cheat.
Man has only one mouth, but two ears. Learn to listen to customers and experience the infinite power of listening. Find customers for customers and provide services for customers' customers.
Sales personality: honesty, enthusiasm and frankness.
Sales knowledge
Industry knowledge, product knowledge, consumer psychology, communication skills, negotiation skills, customer management, marketing, finance,
Public relations, time management, law, advertising and so on.
Thinking:
1. What knowledge and ability do you have as a salesperson?
2. Besides the above knowledge and ability, what other knowledge do you think you need?
Sales responsibilities
1. Show customers the advantages of our products.
Let customers know why they should buy our products.
3. Confirm that customers think it is worthwhile to buy our products.
Explain to customers why we should trust our products.
Thinking: What is the understanding and explanation?
Sales noun
◆ Potential customers-organizations or individuals who have not yet contacted and may become customers.
◆ Potential customers-institutions or individuals who have contacted but have not yet conducted transactions.
◆ Customer-the organization or individual who decides to conduct trade with your company.
Business partner-a customer who gains future development through trading with your company.
Sales workflow
L preparation before the visit (preparation)
L looking for potential customers (potential customers)
L approach
L identify the problem (problem identification)
L live demonstration (demonstration)
L handling objections (handling objections)
L close (close)
I established an architectural relationship.
Sales mentality: scholar's heart, artist's heart, technician's hand and worker's foot.
Many people think that salespeople only work for money, but successful salespeople can enjoy happiness in sales activities.
Scientific working methods
working procedure
1, define the work objectives.
Step 2 collect relevant information
Step 3 make a preliminary judgment
4. Make a work plan
5, the implementation of the work plan
6. Summarize the implementation effect
Step 7 execute again
PDSA theory
plan
Clear objectives, form theories, determine standards for measuring results, and formulate action plans.
carry out
Implement the work plan
(research) learning
Monitor, analyze and evaluate the implementation effect, and learn new solutions.
An action (action)
Use the learned methods to modify the plan, adjust the methods, and clarify the next requirements.
Thinking: How to apply this theory in daily work?
Steps to make a plan
Why: Find out the cause of the problem.
Content: Collect relevant information.
Who: people concerned with the problem
When: the right time to solve the problem
How to: Synthesize related factors and find solutions.
Assess problems
1, priority
Urgency, importance and appropriateness
2, state distinction
Occurrence type, improvement type and latent type.
Steps to solve the problem
1, define the goal of solving the problem and the standard of measuring the effect.
Step 2 Find the problem point
3. Analyze the cause of the problem
4. Determine the problem to be solved.
5, formulate countermeasures
Step 6 develop an action plan
7, the implementation of the work plan
8. Confirm the implementation effect
9. Standardized measurement
Thinking: understand the above steps carefully and use them flexibly in combination with actual cases.
SWOT theory
Internal advantages (strengths)
Weakness (weakness)
Opportunity (opportunity)
Threat (threat)
Sales workflow description
1, preparation before visit
Theory of war: the soldiers and horses have not moved, and the food and grass go first. Sales is like a war, and those who are well prepared will always win. As salespeople, what is our food and grass?
Industry:
Thinking: What industry does our industry belong to? What basic knowledge do we need to know and master to communicate with customers?
Company:
Thinking: What is the nature of our company? Have you integrated into the culture and spirit of the company? What role do you think you play in the company?
Product: Thinking: What are the products we sell?
Competitors:
Thinking: Who are our competitors? What are their advantages and disadvantages? What are our strengths and weaknesses? Who is their customer base?
Step 2 find potential customers
Refer to the definition of potential customers: those who have purchasing power and desire to buy.
Thinking: Who will these customers be? What do you do? In which area? What are their demand characteristics? How many ways can we find them?
3. Get close to potential customers
Thinking: What are the benefits of potential customers? What benefits does he need?
Step 4 find out what the problem is
Find and determine the needs of potential customers by asking questions.
5. Live demonstration
The purpose of the demonstration: signing contracts, verifying information, creating opportunities, educating and operating, seeing is believing.
6. Objection handling
Any questions related to the purchase are objections of potential customers.
7. Association
Thinking: When should we choose to put forward our Lenovo requirements?
8. establish contact
Thinking: What kind of relationship should be established with customers after completing the above work?
Knowledge and skills
First, consumer psychology.
Human needs
◆ Physiological needs: food, shelter, water, suitable temperature, sleep, oxygen and sex.
◆ Safety requirements: personal safety, familiarity with the environment and sufficient resources.
Social needs: eager to love and be loved, good interpersonal relationship, accepted by society.
Needs to be respected: recognition, ideal realization, achievement and social status.
The need for self-realization: give full play to your potential and show your personal value.
Demand for organizing procurement
◆ Obtain qualified products and services.
Enjoy quality and reliable after-sales service.
Good communication between customers and suppliers is two-way.
◆ Suppliers improve and perfect their products.
◆ Establish cooperative partnership with suppliers.
Second, product knowledge.
Features: Facts, data and information about your product or service.
Advantages: How to use your product or service and how to help customers.
Benefits: How does your product or service meet the needs expressed by users?
Development of customer demand
Customers' dissatisfaction with the status quo in the process of their own development, even minor defects, have led to customers' desire to buy products.
The need and attempt of action.
Factors that determine purchase
Impulse purchase: self-satisfaction, low decision-making risk and self-emotionalization.
Mature purchase: long cycle, high risk and rationality.
Thinking: Characteristics, Advantages and Interests of Shangxintong Members
Characteristics, advantages and benefits of website construction
Product knowledge and customer needs
What do customers need from products?
Which customers are the features of the product suitable for?
Which customers are the advantages of the product suitable for?
Which customers are the benefits of the product suitable for?
Where are you in the trajectory of customer growth?
Third, marketing knowledge.
Marketing concept
Marketing is a strategic sales activity and process. Around the four elements of product, price, channel and promotion, under the influence of political, economic, cultural and technical forces, individuals or organizations exchange products and values with others by producing and selling products, thus obtaining a social activity and management process they need.
marketing mix
Product, price, location, promotion
Product (product)
◆ Entity: including the material, shape and packaging of the product.
◆ Service: What benefits does the product have for customers?
Creativity: the purpose and significance of producing products.
Thinking: What are the entities, services and creativity of Shangxintong and website products?
Price (price)
◆ Cost: raw materials, time, labor, management, transportation and storage, etc.
◆ Market: supply and demand, competitive price, brand effect, etc.
◆ Politics: government, military, world politics, etc.
Channel (place)
Thinking: What kind of sales channels should our products adopt to achieve the best results?
Promotion (promotion)
Thinking: What are the main manifestations of sales promotion? Which of these methods is suitable for us?
4C theory
Customer demand (customer)
Cost (expense)
Easy to buy.
Communication (communication)
Thinking: the connection and difference between 4P and 4S
Marketing process
◆ Market research
◆ Market segmentation
◆ Market evaluation
◆ Market positioning
Fourth, communication skills.
1, conversation skills
◆ Respect others
Pursue the same interests.
◆ Let the other party express their expectations.
◆ Replace blunt words with suggestions.
◆ Ask questions instead of criticizing.
2, the skills of asking questions
◆ Situational questioning-find out the facts of the buyer's current situation, do a good job of investigation in advance, and ask as few questions as possible.
How many employees are there in your company?
◆ Asking questions-asking customers about their problems, difficulties and dissatisfaction.
Are you satisfied with the effect of the advertisement now?
Goal: Develop requirements.
◆ Hint at the problem-ask the customer about the existing problems, the results and impacts caused by the difficulties.
For example, if you don't have your own website, do you need to spend more time and energy?
Goal: Let customers know their needs clearly.
◆ Solve problems-ask about the value and significance of the countermeasures provided.
If you have a good website, can you save more time and energy?
Objective: To reach a consensus and agreement.
Thinking: How to design these four questions around our products and customers? for instance
3. Meeting skills
◆ Brainstorming method
◆ Say what you think.
◆ Fish bone diagram
4. Sales proposal
Composite format
◆ Title-bright and concise
◆ Contents-Contents and Pages
◆ Preface-the essence of the content
Analysis of the current situation-the other party's operating conditions, market competition, management, employees, etc.
◆ Suggestion-What do you want the other party to do?
◆ Benefit Analysis-Digitization
◆ Product FFAB elaboration
Features—Features of the product or solution.
Function-the function brought by the feature.
Advantages-Advantages of these features.
Benefits-the benefits of these advantages.
◆ After-sales service-what support can you provide for each other?
◆ Conclusion
5, negotiation skills
The purpose of negotiation: exchange interests, understand knowledge, achieve mutual benefit and eliminate objections.
◆ Clarify the negotiation intention: Understand the product or compare the price? Still ready to buy? Other?
◆ Weapons of negotiation
Technical advantage: our company has strong technical strength, which is incomparable to ordinary companies.
Brand advantage: We are the most professional business network company in Linyi.
Service advantage: We can provide more services than others.
Price advantage: Our price is very low in the market.
Reputation advantage: We will fulfill our promise to customers.
Thinking: What are the advantages?
◆ Rejection skills
There is no "no" rejection: this system is the latest, and there is no more advanced one at present.
Reasonable refusal: We have offered so many preferential measures that the price can't be lowered any more.
Helpless refusal: I don't want to do this either, but I really have no choice …
Refuse to offer a choice: add some other benefits, and the others will be implemented according to our conditions.
6. Strange visit
◆ Pay attention to your image.
◆ Preparation: Access tools
◆ Collection and analysis of customer data: region, industry, scale, purchase prospect, etc.
◆ prologue: simple and clear, dilute your real purpose and eliminate the defensive mentality of the other party.
Who am I? What am I doing here? what can I do for you? It will take about a few minutes. ...
Thinking: How to organize your opening remarks to attract customers' attention and interest?
◆ Walk out of the customer's office with questions.
Unfamiliar visits provide opportunities for actual combat and improvisation, which is the only feasible way to cultivate a solid foundation of sales skills.
7. Telemarketing
Objective: To realize face-to-face communication.
Prepare:
Don't be nervous, call your friend.
Prepare a pen and paper and write down what you want to say.
Play your voice charm.
Choose a good time and don't play while others are eating.
Connection:
◆ Find your target: "Hello, I'm looking for boss Zhang, please."
Situation analysis:
1, find the target directly.
"Hello, boss Zhang, I'm from Linyi Enterprise Network. My name is Wang. I heard from friends that your company has not built a website yet. I think it must be inconvenient for a company like you to have no website. Our company is a promotion unit designated by the municipal government and its strength can be said to be the strongest in Linyi. Please have a look. When is it convenient for me to send a document to communicate with you? Then you may need ten minutes. Is it convenient for you? "
2. The target object is not there.
"So unlucky, what's your name? Oh, miss Li, I don't know when boss Zhang will come back or be free. I want to come and give him some information. If it's convenient, you'd better tell him face to face ... "
3. Others
Hang up: "I'm sorry to bother you for so long, so we'll talk about it then, okay?"
Never hang up before the other party hangs up.
Record: telephone interview record.
Telephone call principle
Nature, liveliness, courtesy, praise and economy.
Thinking: How to answer the phone?
Verb (abbreviation of verb) customer management
Memory: the classification of customers
Customer sources: street sweeping, acquaintances introduction, various media, strange visits, etc.
Customer classification standard: degree of purchase intention
Customer segmentation: men
Money: a person with financial power.
Author: the person who has the right to decide
Demand: users of products
Customer filing: fill in various sales reports such as customer file form in detail, and make visit and maintenance plans.
Six, social etiquette knowledge
Social principles: equality, reciprocity, honesty, compatibility and development.
Instrument etiquette:
Suit your hairstyle and refuse heavy makeup.
The clothes are neat and clean, which meets the requirements of the occasion.
Fingernails are clean and often trimmed.
Don't hang your mobile phone around your waist.
Fresh breath, no peculiar smell.
Leather shoes should be polished and socks should be changed frequently.
Men should carry lighters with them.
Full of energy, always smiling.
Etiquette and manners
Polite, natural and graceful, neither supercilious nor unhurried.
Knock before entering the room.
Sitting posture, standing posture (how to sit and stand)
There is no sound when eating.
It is impolite to refuse (for example)
Don't make up in public.
Don't play with things in your hand, especially business cards.
Send and receive business cards with both hands.
When issuing business cards, point your name at each other. When receiving a business card, you should read the name and position of the other party in time.
Listen carefully and always pay attention to the customers' eyes.
Conversation etiquette
Use more polite expressions.
Don't be too serious, don't talk or laugh.
Listen more and talk less, and be concise.
Don't talk about sensitive topics such as politics and religion.
Don't exaggerate, exaggerate, vulgar, blow your own horn.
Don't be self-centered
Praise should not be excessive.
Don't interrupt other people's topic.
Use more "we" and less "I" and "you"
Don't speak ill of your competitors.
Agree with others' views and keep your own.
Don't pretend to be the host, don't talk loudly or whisper in public.
Don't cough, burp or spit.
Respect the old and love the young, and be polite to others.
Eyes should be sincere, sincere, friendly, firm and tolerant.
Keep a proper distance (about one meter) from customers.
Don't talk to customers face to face.
Introduce etiquette
The younger generation is introduced to the elders, and the younger generation is introduced to the superiors.
Self-introduction must be articulate.
Idioms and allusions are often used when introducing names.
We should associate other people's surnames with their positions.
Don't take the initiative to shake hands with ladies, bosses and elders. If you shake hands, you should show your respect and gratitude.
The same level or subordinates should take the initiative to shake hands and be enthusiastic.
Nod, smile and greet warmly.
Letter etiquette
Standardized writing, neat attitude, sincere enthusiasm, concise and decent writing, true and accurate content.
Personal career planning
Who am I?
what would i like to do ?
What would I do?
Environmental support or what can I do?
What are my career and life plans?