Improving customers' revenue sense can effectively increase sales, so how should we improve customers' revenue sense?
1. Help customers do it? Multiplication?
Customers have problems to solve now, and some troubles and pains have happened to them. We might as well try to amplify these troubles and pains. For example, expanding to five or six other departments, according to the standard of five years and 10 years, is like doing the same number several times. Multiplication? After that, it became astronomical figures, and customers felt that only a small investment was needed to solve the pain of this astronomical figure, which was really worth the money.
We can understand it this way. Multiplication? Is to turn an obvious problem or trouble of a customer into an urgent problem or trouble. If the customer does not solve it at this time, the consequences will be unimaginable. It is equivalent to adding a handful of salt to the customer's wound, so that the customer will feel extremely painful, and it is an inevitable choice to find the antidote quickly.
For example, because we can't gain insight into customers' psychology, the monthly sales performance loses 20,000 yuan, so 1 year and1February are 240,000 yuan; After working in sales for 10 years, I lost 2.4 million. And this book only needs you to put in a pack of cigarettes, which may avoid the loss of 2.4 million yuan. Should you take this book home as soon as possible? Even to help the sales colleagues around you, you should share this good information with them, because your selfless love will be rewarded soon.
Let's take a look at a sales conversation in the case:
The background of this case is a conversation between telemarketers and customers of an independent order service system. The specific product is the customer independent order system launched by the company.
Telephone salesperson: After our discussion just now, the main reasons why your department failed to complete the sales volume are as follows: First, the salesperson spent too much time processing the orders of existing customers; Second, salespeople spend too much time answering some common questions at the same time, which makes them have no time to develop new customers. And these factors are precisely the reason why your department loses about 200 thousand yuan in operating income every month, that is, the annual loss is close to 2.4 million yuan, right
(The first multiplication expands the monthly loss to every year, which is 12 times larger.)
Guest: Yes.
Telesalesman: If it takes five years to calculate, that is to say, the total loss may be as high as 6,543,800 yuan. Is that understandable?
(The second multiplication, calculated as a cycle of five years, is equal to five times amplification, and before and after it is 60 times amplification, which amplifies the monthly loss of 200,000 yuan into a total loss of more than 6,543,800 yuan. )
Customer: Yes, after all, this problem has existed for a long time.
Telesalesman: By the way, besides the employees in your department and you, which departments are affected by not completing the sales task? Such as human resources department, management department, advertising department, etc. Are they affected?
(The third method enlarges the problem of one department to multiple departments)
Guest: Of course.
Telesalesman: For example, what do they think?
Customer: Well, for example, the human resources department is caught in a vicious circle of continuous recruitment, continuous training, continuous loss and continuous recruitment because of the limited sales performance and high turnover rate.
Telesalesman: That's completely understandable. By the way, if you really can't finish the sales task, who will be hit hard in the company?
Customer: First of all, it should be myself. After all, I am the head of this department, followed by Han Zong, the marketing director, and Li Zong, the company's deputy general manager.
The fourth method magnifies the painful connection with the main leaders of the company, extending from one person to many people. If these top executives are affected, I'm afraid the future of department managers in the company will also be greatly affected. )
Telesalesman: Well, as you said just now, because of the above-mentioned problems, not only the sales staff are hit hard and can't complete the sales task, but also the team morale is low, other departments will also be hit hard, and the main leaders of the company will feel depressed and stressed, right?
Customer: Well, it's hard to accept, but it's true after all.
Telesalesman: So, how are you going to solve this important problem?
Customer: We have taken some measures before, but the results are not very good, which is why I have talked to you for so long.
Telesalesman: Really? That's a great honor. It seems that I am lucky.
The next step is to state how the product can help customers solve the problems they encounter. I believe everyone can do it well. ) case 3? 3. The telemarketers helped the customers multiply many times, and gradually amplified the customers' problems clearly. Among them, it is particularly worth learning to extend the problem to multiple departments and leaders, which is to amplify the influence of the problem on the company's future.
Basically, everyone has two main pursuits in a unit. One is to pursue survival, and survival depends on whether the customer's work is done well; The other is development, that is, if possible, everyone wants by going up one flight of stairs. As for whether the customer cares about survival or development, it depends on what the customer is pursuing in life at this time. Therefore, telemarketers should try their best to explain the impact of the problem on the survival and development of customers, rather than just magnifying one aspect, which requires special attention.
2. What do you do to help customers? Addition?
As the name implies, do? Addition? Is it a summary of all the benefits that can be brought to customers, or an intuitive accumulation of all the troubles faced by customers, and then come back? A promotion? Products bring customers the feeling of ultimate value. Please look at the case.
The background of this case is a conversation between a telemarketer of a network communication enterprise and a customer, Director Jiang. The product for sale is a new fax service, namely electronic fax. Compared with ordinary fax, electronic fax has the advantages of no consumables, mass sending and low call cost. Let's look at how telemarketers help customers do addition. Telesalesman: Director Jiang, I want to know how many faxes our company sends and receives every day.
Customer: This has not been specifically counted. However, we are a sales company, and we are responsible for the whole Central China market. I believe the total is still very large. Let me think about it. The number of faxes sent every day should be around 100. As for receiving faxes, there should be less, but there should still be 50 copies!
Telesalesman: Fax means busy business, which is a good thing! But just now you mentioned that your side is responsible for the whole central China market, so as a matter of common sense, there may be more long-distance calls when sending faxes. In this case, the telephone bill spent on sending faxes will be more every month, right?
Customer: That's natural!
Telesalesman: How much do you spend on faxes every month?
Customer: Well, it may be different every month, but on average, there should be six or seven hundred a month.
(For the first time, the starting point is six or seven hundred yuan for ordinary fax calls. )
Telesalesman: Actually, besides the telephone bill, we also have to bear the corresponding expenses for documents, paper and printing when sending faxes, don't you think?
Customer: Yes, there are some charges.
Telesalesman: At present, the average paper on A4 page is about 70 cents, and the cost of printing a piece of paper is almost 80 cents. In other words, the cost of a piece of information is almost 15 cents. If one day is calculated as 100, one day is 15 yuan, and one month is close to 500 yuan. Is it okay to calculate like this?
(For the second time, the telemarketer made it clear that the cost of fax consumables was 500 yuan).
Customer: Yes, you are honest. That's probably the cost!
Telesalesman: That is to say, Director Jiang, as far as fax is concerned, your monthly fee is 700 plus 500, which is *** 1 200 yuan, right?
(If you add the two items together, you need 1 200 yuan for the monthly departure fax. )
Guest: I think so. Your calculation is very detailed!
Telesalesman: Actually, apart from sending faxes, receiving faxes seems free, but it is actually necessary. You mentioned earlier that you used Matsumoto F-series fax machine. According to my impression, it needs fax paper and ribbon, right?
Customer: Yes, that fax machine really needs fax paper and ribbon!
Telesalesman: According to the fax volume you mentioned, it is estimated that you will spend about 400 yuan to buy special fax paper and ribbons every month. I wonder if I'm right?
(For the third time, customers need 400 yuan to receive and fax consumables every month. )
Customer: There is no detailed statistics on this, but you are in this line of work, and it should be less than that!
Telesalesman: Director Jiang, if you add up the cost of sending and receiving faxes, that is, the monthly cost of sending faxes is 1200 yuan, and the monthly cost of receiving faxes is 1600 yuan, it will add up to nearly 20,000 yuan a year, and this does not include indirect costs such as queuing to send faxes, making phone calls and sending faxes by special personnel. Is that okay?
After a month's summary, do another multiplication, describe all the benefits in figures, and finally add them up to become a huge number. )
Customer: I understand, but I don't know. I didn't expect to spend more than 20 thousand a year!
Telesalesman: Yes, if you use electronic fax, the annual cost adds up to less than 5,000 yuan. If you compare it, you will find that.
(The next thing is simple. By comparing the cost of electronic fax with that of traditional fax, customers can easily conclude that using electronic fax is worthwhile. So, to sum up now, do you think it is necessary to make customers feel? Value for money? Actually, it's not difficult, just like what we learned when we were young? Addition, subtraction, multiplication and division? Four mathematical operation methods to digitize the gains or losses that customers can obtain. We suggest that we use subtraction and division more for our customers' contribution, and addition and multiplication more for our income, and then make a comparison for our customers, so that we can easily break through this transaction? Critical point? . Chapter four? Law of reciprocity? The exchange of favors between you and me
How many people often wear yellow clothes in the square downstairs of our company? A nun? Are you online? Marginalization? Other than these reasons? A nun? Guys. Have mercy? Would you like to live in the wind and sleep in the open air? Purdue sentient beings? Besides, I think the more important reason is? Is it meant to be? , relative? Income? Quite rich.
Why don't we remember this group? A nun? How to do it: When you walk through the square, a nun? Comrades came up to you with smiles and gave you one? Buddha's light shining card? . Even if you make a refusal gesture? A nun? Will comrades do the same? Passion? Put it in your hand slowly, and then invite you to be present? Virtue is thin? Sign your name, and the next thing you know,
When I was young, my parents, uncles, teachers and elders tirelessly taught us that being a man must know how to repay kindness. When others give us a kind of help, we must give it back. At the same time, this kind of return should be at least equal to that given by others, and it is better to be slightly higher than that given by others. If you don't do this, it will be an inhuman and unfair practice, as the saying goes. Is it dirty? 、? The grace of dripping water, when the spring is rewarded? Really?
This concept is so deep that when others help us, we will immediately give almost equal returns without thinking. So, as long as we receive this? Buddha's light shining card? My brain will soon start a? Return? Ideas, even though we may not be very willing in our hearts, but what if they are not? Return? For an instant, I felt great moral pressure, as if I had done something bad.
Give another example. Originally, I didn't know you, and I couldn't talk about friendship, but we met by chance the other day and chatted casually. But I didn't expect lunch to arrive at noon. You treated me to a meal, which cost almost 100 when I checked out. So the next time we meet, do you know what will be the first thing on my mind?
If I infer from normal reason, I will definitely remind myself that I must invite you back for a meal. At the same time, I will also consider the specific cost when I reply to the invitation. It pains me to spend too much money. Besides, there is no need to use too much. Is it not just a meal? However, if you spend too little money, I don't think it makes sense, and it will make you too stingy. Compared with what you paid last time, my expenses this time should be equal to or slightly higher than the expenses you invited me to dinner last time.
I invited you to dinner because you showed me respect first. In China, inviting people to dinner is one of the best ways to show yourself. You gave me face, and of course I will give you face, so it is unreasonable not to reply to the invitation. As for this time, it's best to spend the same as or slightly higher than yours, and it's also based on the reason that the return is equal or slightly higher.
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