Strange visit: let the customer talk about it.
Marketer's own role: just a student and audience;
Customer's role: mentor and speaker;
Preparation: knowledge about the company and industry, product knowledge of the company and other companies, relevant information about this customer, the company's sales policy, extensive knowledge, rich topics, business cards and telephone books;
Visit process design:
1. Greeting: Before the customer (he) opens his mouth, greet the customer (he) in a friendly tone, such as "Good morning, Manager Wang!"
2. Introduce yourself: clearly state the company name and your own name, and hand in your business card with both hands. After exchanging business cards with (him), thank the customer for taking the time to see himself; This is my business card. Thank you for taking the time to let me see you!
Third, breaking the ice: create a good atmosphere to narrow the distance between each other and ease the tension of customers on strangers' visits; For example, "Manager Wang, I was introduced by Zhang Gong from your department. I heard him say that you are a very easy-going leader. "
Fourth, the structure of the opening remarks:
1, put forward the agenda; 2. State the value of the agenda to the customer; 3. Time agreement; 4. Ask whether to accept it; For example, "Manager Wang, today I want to know about your company's demand for * * products. By knowing your definite plans and needs, I can provide you with more convenient services. Our conversation only takes about five minutes. Do you think so? " ?
Fifth, skillfully use inquiry techniques to make customers talk;
1, design the problem funnel;
It is the most basic sales skill for marketers to explore the real purpose of customer needs by asking customers. When asking customers, the questions should be gradually explored from wide to narrow. For example, "Manager Wang, can you tell us about your company's overall merchandise sales trend and situation this year?" "What are the key needs of your company?" "Can you tell us something about your company's demand for * * products?"
2. Combine the extended query method with the limited query method;
The use of extended inquiry method can let the customer play freely, let him talk more and let us know more, while the use of limited inquiry method can make the customer never stay away from the topic of conversation and limit the direction in which the customer answers questions. When asking customers, the problem that marketers often make is "closed topic". For example, "Manager Wang, how is your company's product demand plan submitted for approval?" This is an extended query method; For example, "Manager Wang, do we need your approval to implement some supply plans in the following departments?" This is a typical limited inquiry method; Moreover, marketers should never use closed topic-based questions instead of customers' answers to terminate the dialogue, such as: "Manager Wang, the monthly sales of your * * products is about 60,000 yuan?"
3. Summarize and confirm the main points that customers talk about;
According to the main points you wrote down in the meeting, make a simple summary of what the customer said to ensure that it is clear and complete, and get the unanimous consent of the customer; Manager Wang, it's time for my appointment with you today. I'm glad to hear so much valuable information from you today. Thank you very much What you said today is about ... second, about ... third, about ... is that it? "
Six, after the visit, agree on the content and time of the next visit;
At the end of the first visit, the marketing staff should reconfirm whether the main purpose of this visit has been achieved, then describe the purpose of the next visit to the customer and agree on the time of the next visit. For example, "Manager Wang, thank you for giving me so much valuable information for so long today. According to what you said today, I'll make a supply plan and report back to you. Do you think I will bring the plan to you for review next Tuesday morning? "