Drink it often. It's good. My answer is how to face customers and have a team organization in strategy. You are not very clear about this.
I have been doing terminal sales for many years. Think about these mature customer groups. The ups and downs are really unforgettable. From a strange customer to a mature stage, I think most of them have gone through several stages. I will summarize it and dedicate it to all my sales colleagues.
The first stage of psychological alert period
This period is the most difficult stage for our sellers to break through, and we have to face heavy speculation and doubts. Typical language: "Do you have factory procedures? All of them? Do you? " If you take it with you, when you show it to him, they will either be so careful that they hate it under the microscope or they won't look at it at all. In short, the attitude makes people feel very uncomfortable. The key to break through this period: empathy. If it is an end customer, the quality of the product should be considered first, so it is normal to be suspected. After all, the drug supervision is too strong now. At this time, as long as you patiently cooperate with customers and seriously respond to customers, you will be able to pass the customs smoothly, about 8 minutes.
The second stage of psychological exclusion
This period is also a great challenge to the psychological endurance of our sellers, because at this time, although customers no longer doubt the authenticity of the manufacturers, it is not as good as the second stage of doubt: the product quality doubt period, especially for the unknown small and medium-sized manufacturers. The typical language at this stage is: "We have all the similar products and we don't lack them." "We have a factory, which is recognized by customers." "Let's talk about it later, this time is uncertain" and so on, and the attitude is relatively cold, even chilling. The key to get through this stage: product comparison, ideological inspiration and guidance. For example, the price and profit margin "it is true that our manufacturers are not big, but the products of big manufacturers are expensive and the profit margin is small." As a doctor, although you mainly cure diseases and save lives, you are also a business operator, so don't you want to try high profits when the quality is not much different? " "Now the national supervision is very strict, and the quality difference of products produced by pharmaceutical companies is getting smaller and smaller, indicating that there is almost no difference in effect. You must know this better than me, so I think you should try our products. " This stage takes about ten minutes. After some confident and patient guidance, most customers will inevitably enter the third stage: the psychological probation period.
The third stage psychological test period
This period is full of hope and dawn. It has entered the early autumn and the harvest is just around the corner. So at this time, the customer's psychological relaxation began to consult or pay attention to the product. At this time, we must pay attention to the typical language and actions. Typical language: "How long will your factory work here?" "What is the effect of this product?" "How many pieces of this product are there? How many days? " And typical behavior: take the initiative to close the distance with you, eyes begin to converge at an angle, when you answer his questions, he will look into your eyes and so on. Countermeasures at this time: calm, accurate and decisive language, more confident eyes. For example, we must firmly answer the question of how long we will be here: "We will be here for a long time! Rest assured, we will do our best to do the customer's post-service and maintenance, and we will communicate with you as soon as possible if there is any problem! " Regarding the effect of the product, it is best to answer with real examples, and pay attention to cases that are not too far from customers, preferably in the same city. This will further enhance the confidence of customers in ordering. Next is the fourth harvest stage.
The fourth stage psychological acceptance period
The psychological acceptance period is also called the order period. At this time, the typical language of the customer: "Try it first, and then order it when it is ready." "If you want to place an order in the future, how can we find you?" At this time, although my heart is open, I still don't want to take the initiative too much. At this time, we still have to give them further confidence: "In the future, our goods will be in your local pharmaceutical factory, and you can place an order at any time every time they call you." "I suggest you order more of this product. You can rest assured that we will call you regularly. Even if you can't sell well, we can adjust the goods at any time! " At this stage, we need to help customers make up their minds and urge them to place orders. This is not to say how many goods we have to sell to him at a time, but in the long run: there are too few orders, so it is difficult to see or hear the feedback from consumers, which is not good for future orders. You can directly say to the customer, "You order too little, how can you hear the feedback from the patient? Even drugs from big pharmaceutical companies, such as the revised Starbucks, are ordered in small quantities unless you pay special attention.
There won't be any feedback. I suggest you keep this variety for twenty or thirty. what do you think? "Be careful not to say something at this time, which shows that you are not confident, and it is easy to lose the result, resulting in half the effort. Harvest time is not harvest time, so we must pay attention to the details of the language.
The fifth stage of psychological maturity
This period is the harvest period. The customer has ordered the goods and ordered them repeatedly, which means the complete recognition of our products and even our sellers. At this time, the typical language of the customer: from the address, you will be affectionately called Xiao X or Lao X, and the tone is more casual. When ordering, I don't care much about the quantity. For example, if you say this product is a little more, he will say yes, and add ten or twenty boxes. This time is the beginning for us to protect our customers. We must strengthen communication, such as telephone calls, text messages, greetings for new products, holidays and even greetings for customers' birthdays. The shorter the distance in the heart, the closer the distance, and the easier it is to maintain.
The terminal sales work is very complicated and meticulous, and the maintenance work needs patience and thoughtfulness. "It is easy to start a business, but difficult to keep it", which is really suitable for sales work: it is not difficult to successfully develop customers, but it is difficult to make customers loyal to you for a long time! Whoever wins the lasting loyalty of customers will finally achieve sales success!
There are often business people who think it is really difficult for current customers to settle down and try their best to introduce their products to them. In the end, they remained indifferent. Then, they will despise customers for their lack of vision, vent their dissatisfaction angrily, and even slander customers.
Here, the first thing to be clear is that customers are not here to settle down, but to reach a win-win process with their own hearts. If this premise is not properly related and overemphasizes the communication between products and interests, then the original intention of marketing work will be lost. Then, we must go back and consider why they are not interested in the product.
We might as well think in reverse: Why do customers choose your products and those of other companies? In addition to the profit and safety of the product itself, it is more important to get different information and value from you. So my core job is how to convince customers through reasonable communication and realize the final cooperation.
1, comparison method
The so-called comparison method refers to the effective comparison between one's own products and similar products, making obvious differences in effect and price, so as to make customers really interested in reaching cooperation.
For example, you are a salesperson of a small and medium-sized enterprise selling cephalosporin, and you are facing a dealer selling products. Dealers often set traps for you to jump in. They will always say that you are getting better and better, or Wichita Toby, you have an advantage in price, and the rebate service is better than you. At this time, experienced business personnel will quickly see through and resolve such traps; Inexperienced people often don't know how to deal with it, which eventually makes customers lose the opportunity of cooperation after success.
In fact, such a problem is not very difficult. The core factor is that we are not professional enough to understand the specific situation of similar products and manufacturers. If we are professional marketers of antibiotic products, we usually know the specifications, prices and policies of high-end cephalosporin manufacturers such as Shanghai Pioneer, mid-end strength enterprises such as Lu Kang, Yuekang, Harbin Pharmaceutical and Furen, and low-end Wichita. Moreover, you can make a clear comparison between the advantages of your company's products and the disadvantages of the other party, so that you can use professional knowledge and figures to enhance the value of your company in comparison, and then you can more easily convince customers.
Therefore, it must be clear that to be a good business person, the first thing is to be a professional product consultant and expert. After comprehensively and systematically mastering the advantages and disadvantages of your own products, you must also understand the industry trends and related information of similar products. In this way, when customers say that your products are expensive, you can give an example to analyze the products at the same level as your own products, so as to dispel customers' doubts, get rid of the traps set by customers and improve the success rate of communication.
2. Example method
In addition, in the process of business development, customers often doubt whether the market can operate well after cooperation. At this time, using examples, with examples that can be clearly felt around him, we can get a good solution, so that customers can dispel doubts and vacillations and make positive decisions quickly.
In fact, we usually take this way as an example, so I won't go into details here. One thing that needs to be reminded is the authenticity and comparability of the examples, which is very important. If you are dealing with small customers, you always give some examples of how to help big customers clinch a deal, which will not be recognized by customers. In the choice of space and region, it is best to choose a real customer who is not far from the customer, so that he has a strong sense of identity and is helpful for cooperation. Otherwise, ignoring the above problems will run counter to the original intention, make customers feel cheated, arouse customers' disgust and lose the opportunity to meet and communicate next time! For example, the customer you communicate with is an OTC channel customer who makes oral drugs, but you insist on selling your clinical injection varieties to him, and you also list how well a bunch of people who are familiar with him in your hometown are doing, which is doomed to failure. Because it is quite difficult for a person to switch from familiar channels to unfamiliar channels to make products, and the success rate is also quite low.
3. Avoid reality and practice virtual method.
According to Sun Tzu's Art of War, avoiding reality means avoiding the enemy and defending heavily.
Area, to attack the enemy's weak defensive links, so as to lay a solid foundation for the final victory. It also applies to the communication between our business people and customers.
The core of this method is determined by the customer's interest in the expressed product. If customers show strong interest in products, they will promote customers to reach cooperation through professional knowledge and flexible communication skills; If the customer is not interested in a product or a certain kind of product recommended by you for his own reasons, he should immediately stop communicating with the topic of the product and communicate with the topic that the customer is more interested in. Even stop communication immediately and look for other suitable opportunities. Prevent customers from rebelling because they are too persistent and deny all your products.
This method tests the business personnel's grasp of customer information and the customer's inner grasp during the conversation. You can read words and observe emotions and have good communication and expression skills. Usually, we should study people's psychology more, and study what topics they like and what hobbies they have according to their gender, age, family background and personality. Only in this way can we have something to say and resolve the embarrassment when switching topics in time, thus laying the foundation for further follow-up in the future!
4, wai Wei to save Zhao law
Encircling Wei to save Zhao is also a move of Sun Tzu's art of war. Originally refers to the method of the Qi army besieging Wei during the Warring States Period, which forced Wei to withdraw the attacking troops and saved Zhao. The latter refers to the tactics of attacking the enemy's stronghold behind the enemy's back and forcing the attacking enemy to retreat.
In the interaction with customers, this move refers to indirectly influencing customers themselves by establishing relationships with people around customers, so as to achieve the purpose of reaching a deal with customers. For example, we often say that public relations marketing is roughly the same. To put it simply, when we can't communicate directly with our customers to complete the cooperation, as long as we know that our customers have enough strength to operate the products well, we can concentrate on our family or friends who are directly related to our customers, so as to rely on the persuasiveness of those who are closely related to our customers, and finally make our customers tend to us to complete the cooperation.
In the choice of timing, the customer's family members are in the first place, and they are the most direct factors affecting customers. We can capture customers' children and lovers by buying some small gifts for their children (if they are younger); Of course, you can also take advantage of women's nature to choose some gifts or honors for public relations customers (female customers) or customers' lovers; Of course, we can also make use of the traditional filial piety of the Chinese nation and often visit our clients' parents. At the same time, if the client is hospitalized for special reasons, it is also an excellent public relations opportunity for us. These must be grasped.
The above methods are just some small methods summarized in daily work, which are simple and practical. However, we can't just rely on these methods to gain the trust of customers and achieve good sales performance. The key is to sell products that meet the profit needs of customers, otherwise nothing can be said.
The customer is not God, so be flexible everywhere. Customers are not a tool for you to extract commissions, you can do whatever you want. We should realize that customers are the source of our long-term cooperation, and equality and mutual benefit are the foundation!