By asking questions, salespeople can know whether customers fully understand their intentions, and by using feedback questions, they can confirm whether they have misunderstood the customer's meaning, thus ensuring good two-way communication between themselves and customers and minimizing possible problems in sales communication.
Asking questions is not only the best way to find out the topic of discussion, but also the best way to ensure that both sides can understand each other's views, expectations and needs.
Who can open the black box of customer's purchase decision and who can sell it most effectively? Listening and asking are two keys to open the black box of customers' minds. The following is a case about clothing sales, which may bring you some inspiration.
Salesman: "What size clothes do you wear, Mr. Wang?"
……
Shop assistant: "Mr. Wang, I think you must know that it is not easy to choose a suit." At least the waistline of the skirt needs to be modified. " Excuse me, where did you buy all your suits? "
The salesman stressed that there are few ready-made clothes on the market suitable for Mr. Wang to wear without modification. He also asked Mr. Wang where he bought his suit in order to know who his competitors were.
Mr. Wang: "All the suits I have worn in recent years were bought from Guan Qi foreign clothes."
Salesman: "Guan Qi foreign clothes have a good reputation."
Mr Wang: "I like this company very much. However, as you said, it is really difficult for me to take the time to choose clothes that suit me. "
Salesman: "In fact, many people have this kind of trouble. It is difficult to choose a suit that you like and suits your figure. Besides, shopping around for clothes is very tiring. Our company has more than 4000 kinds of fabrics and styles for you to choose from. I will choose a few materials for you according to your preferences. "
The salesman stressed that buying ready-made clothes is not as good as making them to order.
Salesman: "What price did you buy all the clothes you wore?"
The salesman thinks it's time to raise the price.
Mr. Wang: "Generally, it is about 2,500. How much is the suit you sell? "
Shop assistant: "From 1500 to 4000 yuan. There is the price you want. "
The salesman said the price of the product, just touched it, without further explanation.
Salesman: "I can bring a lot of convenience to customers." They can buy the clothes they need without going out. I visit customers twice a year to find out what needs or difficulties they have. Clients can also find me at any time. "
The salesman emphasizes that he can solve the troubles for customers and bring convenience. Salesmen's customers are mostly corporate executives, and their main concern is convenience.
Salesman: "Mr. Wang, you know very well that if ordinary people receive good service now, they will be flattered and wonder if there are any other conditions hidden behind the service." It's really a pity. I serve customers thoroughly, so that customers are embarrassed to find other manufacturers, which is also the purpose of my diligent service. Mr. Wang, do you agree with me? "
The salesman emphasizes "service" because he believes that the executives of almost every enterprise emphasize "service". So, at the end of the conversation, the salesman said, "Do you agree with me?" The salesman will definitely ask Mr. Wang to give a positive answer.
Mr. Wang: "Of course, I agree with you. I like manufacturers who serve well best. But now there are fewer and fewer manufacturers with good service. "
The salesman feels that Mr. Wang's ideas are gradually consistent with his own.
Salesman: "Speaking of service, our company has a good service plan. If your clothes are damaged or burned out, just call and I will come to your door immediately. "
Because Mr. Wang attaches great importance to service, the salesman mentioned to Mr. Wang that the company has a good service plan that can solve Mr. Wang's troubles.
Mr. Wang: "Yes, I have a sea blue suit. I bought it a few years ago. I like it very much, but I have not worn it at home yet. " Because I have lost weight year by year in recent years, this suit is a little fat to wear. I want to make this suit smaller. "
The salesman remembered Mr. Wang's words: Mr. Wang has a sea blue suit that needs to be modified.
Salesman: "Mr. Wang, I hope you can give me business support." I will provide all the services you need. I hope to keep long-term contact with you in business and serve you forever. "
The above communication shows that effective sales require information flow between sales staff and customers. In order to meet the needs of customers, salespeople must ask questions and listen carefully to customers' answers and opinions. Asking questions effectively is the most important step in building a harmonious relationship with customers.
Through clever questions, salespeople can make customers tell what the real reason is that they hesitate to buy the products or services sold by salespeople, and what their biggest scruples are. Once the customer opens his heart to the salesman and tells his scruples, the salesman will really understand the potential reasons why the customer refuses to buy, and also know how to solve these problems properly.
Salespeople should know the needs of customers. Generally speaking, when communicating with customers, salespeople should know the actual situation of customers by asking some basic questions. Only when the sales staff have mastered these can they recommend suitable products according to their needs. Different questions bring different answers and results to customers, so salespeople must also master ways and means.
Stimulating customers' desire to buy and being familiar with the personality and psychological characteristics of each kind of customers can help us to prescribe the right medicine and make plans for different people in the sales process.
When customers feel that the benefits of purchasing products are greater than the expenses paid, customers will have a "desire to buy".
Different customers have different needs and different views on the same product or service. Salespeople can't use the same method to stimulate different customers' desire to buy. This requires salespeople to understand the personality characteristics of different customers, use effective language art to convey information about goods or services to potential customers, arouse their consumption needs, make the information transmission process more vivid, novel and targeted, thus enhancing the intensity of information stimulation and accelerating the transformation of customers' purchase intention into purchase action.
In the process of sales, if salespeople want to effectively stimulate customers' desire to buy, they must study all kinds of customers in advance and quickly judge what kind of customers they belong to and what strategies they should adopt.
1 introverted type
This kind of customers live a closed life, show indifference to external things, keep a considerable distance from strangers, are extremely sensitive to changes in their own small world, and do not respond strongly to sales. Persuading such customers is quite difficult for salespeople. Such customers are picky about products and extremely sensitive to the attitude, words and deeds of salespeople. Most of them hate the excessive enthusiasm of salespeople, because it is incompatible with their personality. For such customers, the first impression given by the sales staff will directly affect their purchase decision. In addition, it is easy to talk about speculation by paying attention to such customers, otherwise it is difficult to get close.
2 easygoing type
Generally speaking, this kind of customers are cheerful, easy to get along with, weak in internal defense, and less vigilant against strangers than the first kind of customers. They are easily persuaded in front of the sales staff and will not embarrass them. On the surface, this kind of customers don't like to refuse others face to face, so they should be patient, so that they won't be disgusted too much. For easy-going customers, the humor of salespeople will play an unexpected role. If they appreciate you, they will take the initiative to help you sell. But this kind of customers have a disadvantage, that is, it is easy to forget their promises.
3 rigid type
This kind of customers are firm-willed, serious and upright, especially serious about their work, cautious in decision-making and meticulous in thinking. This kind of customers are also difficult for sales staff, but once you conquer them, it will be of great benefit to your sales. Generally speaking, strong customers don't like salespeople to act at will, so they should be disciplined, show strict work style and have a strong sense of time. Such customers are often difficult to get close to when they meet for the first time. If you know someone is such a customer before you visit, it is better to introduce them by a third party, which will be much more beneficial.
4 sensitive type
Such customers are extremely sensitive to external things and people, and they are worried; It is easy for them to go against their own decisions; Emotional instability, excitability. We must be patient with this kind of customers, not impatient, and remember to use words carefully to avoid private discussions between salespeople or between salespeople and other customers, which may easily arouse the resentment of neurotic customers. If you can grasp each other's emotional changes in the sales process, let nature take its course and put forward your own views in a timely manner, then success belongs to you.
Customers with strong vanity like to show themselves and highlight themselves when interacting with others. They don't like to listen to other people's persuasion, and they are willful and jealous. Treat such customers with topics he is familiar with and interested in, and provide him with opportunities to express his opinions. Don't refute or interrupt his conversation easily. In the whole sales process, the salesperson should not be too prominent, and don't give the impression that the other party is trying to persuade. If you can make a third party agree with your customer in the sales process, then he will make a satisfactory decision in a happy mood. Remember not to stick out your chassis easily.
6 attack type
This kind of customers are aggressive and stubborn, at the same time, they judge things arbitrarily, like to impose their own ideas on others and have a strong desire to conquer. They have the habit of doing everything, and especially like to argue with others about details. We must be psychologically prepared to treat this kind of customer and be prepared to be pressed by him step by step. Losing face may make things much easier if necessary. But you should remember that the winner of the argument is often the loser of the negotiation, so don't be impulsive and greedy for temporary benefits. Preparing enough data and proof materials will help you succeed. Then it is to prevent the other party from making additional demands and not to give the other party a breakthrough.
7 stubborn type
Most of these customers are elderly people, who have special preferences in consumption. They are often unwilling to accept new products easily and change their original consumption patterns and structures. Most of them are unfriendly to salespeople. Salespeople should not try to change this kind of customers in a short time, otherwise it will easily cause strong resistance and rebellious psychology of the other party. It is better to convince each other with the information and data in your hand. This kind of customer should strike first, and don't give him a chance to refuse, because once the other party makes a clear statement, it is difficult to make him change.
8 suspicious types
This kind of customer will question the personality of the product and the salesperson. In the face of suspicious customers, the self-confidence of salespeople is more important. You must not be influenced by customers, but have confidence in the products. But don't try to win with your eloquence, because customers are equally skeptical about what you say. At this time, maybe some professional data and expert comments will help you. Remember not to make concessions on the price easily, because your concessions may make the other party doubt your products, thus undermining the transaction. It is very important to build the trust of customers. A dignified and serious appearance and a cautious attitude will contribute to success.
9 silent type
They are passive in the whole sales process and are indifferent to sales. We say that customers are silent for many reasons. An inarticulate salesperson will bring the whole situation to a deadlock. At this time, the salesperson can ask some simple questions to stimulate the customer's desire to talk. Customers lack professional knowledge and are not interested in the products in front of them. At this point, the salesperson must avoid asking technical questions for discussion, but should explain its function and break the silence. The customer is silent because he thinks too much. At this time, they might as well give each other some time to think, and then ask some leading questions, trying to get each other to express their doubts. Customers are silent because they hate salespeople. At this time, the salesperson had better reflect on himself and find out the root of the problem. If it can be solved at that time, adjust it quickly. If the problem is not solved well, retreat first before trying to succeed again.
Arousing customers' interest in products and stimulating customers' desire to buy are the key to achieving sales goals. If customers are not interested in the products you sell, it is difficult to arouse customers' interest in the products, and it is hard to imagine that you can sell the products. Inducing customers' interest in products should follow the principle of gradual progress. In other words, customers' interest is growing up slowly, so we should induce customers' interest step by step and never be impatient. Understand the different psychology of customers, observe their every move and answer their various difficult questions skillfully. Salespeople can find some trading signals from subtle places to promote the success of sales in time.