How to grasp customer demand?

Column Moderator/Nie Rong Client File: Yun Ge, insurance agent of Yongzhou Branch of Xinhua Life Insurance Company, has been in the business for three months. In the insurance sales market, agents can't provide effective services to customers without knowing the needs of customers, and it is difficult to improve customer satisfaction, which ultimately affects the improvement of performance. However, customers' economic situation, personality characteristics, hobbies and interests are different, and their needs are very different. It is difficult for me to grasp their real thoughts. Some time ago, I contacted a warm and cheerful customer and got along well with him, but it was difficult to know his real needs, or his needs were not clearly expressed, which made it difficult for me to grasp and the insurance plan could not be started. Excuse me, with the help of the elites of your magazine, how can we find out the real thoughts of customers? Guest Zhao Min: Business Director of Jiaxing Central Branch of Ping An Life Insurance Company of China Insurance Company in China, Top Ten Tutor of Zhejiang Branch of Ping An Life Insurance Company of China Insurance Company in China, Top Ten Exhibition Expert of Jiaxing Branch and shortlisted for Zhejiang Summit for many times. In our marketing team, we often hear people complain that "customers don't recognize insurance", "customers don't have the money to buy insurance" and "customers say they will consider insurance later". Does the customer really disapprove of insurance? Do customers really have no money to buy insurance? Do customers really feel that now is not the best time to insure? If we deeply understand the needs and concerns of customers, we will find that these are not the real ideas of customers. Some customers may know nothing about our company, so distrust will be accompanied by ignorance. At this time, it is necessary to stand in the customer's position and understand the customer's thoughts. Of course, this is not enough. We also need to provide customers with some detailed information such as company introduction, honor introduction and service policy. Be confident, sincere and patient when introducing, and dispel customers' concerns. Some customers are worried about whether the products we introduced to him are really suitable. If the customer has such concerns, it means that we have not given the customer a clear explanation after formulating the insurance plan, and the customer has not fully understood what this insurance can bring him. We can introduce these products to our customers in different ways until they are satisfied. In fact, the customer's concern about the product just shows that the customer has the intention to buy insurance and is already very concerned about the product. This is a positive signal for the sales staff to further communicate and should not be a reason to give up. When the customer's concerns about the product are eliminated, you will find that you have crossed a hurdle and successfully entered the promotion link. Customers have different concerns due to their own circumstances. These are two common problems. In daily work, we can try to list the "customer concern table" and make countermeasures to eliminate concerns according to the "concern table". When we find that customers get along well with us, but don't want to reveal their real needs and delay signing the bill, we will take out the "customer concern form" and compare them one by one to analyze whether customers have concerns and accurately define their needs. Guest Gou Biou: Foshan Development Manager of China Life Insurance, 1997 joined China Life Insurance and became a sales star of China Life Insurance. Make good use of questions to "guide" customers' silent needs. The more you know, the more likely you are to successfully sell insurance to customers. Customer needs are always divided into two categories, one is "audio demand"; The other group is "silent demand". It is easy for us to meet the voice needs of customers, but it is difficult to grasp the silent needs of customers. I think the best way to understand the silent needs of customers is to ask questions. Here, I will ask customers about "silent demand" in two ways, one is closed and the other is open. Closed-ended questions Closed-ended questions Customers can only answer with yes or no, right or wrong, buy or not. This kind of question is to confirm a fact, customer's point of view, hope or reflection. We can find the "problem" faster and find out the crux of the problem with closed questions. For example, "This is the insurance plan I made for you. Do you think it's appropriate? " "Don't you want a reliable life guarantee?" "Have you considered your child's future education?" These questions are for customers to answer "yes" or "no". If you don't get the answer, you should continue to ask some other questions to confirm this question. Open-ended questions are questions that allow customers to fully express their needs. Open-ended questions can be divided into three types: the second type is conventional questions. The main purpose of asking standard questions is to know the basic information of customers, but many customers are unwilling to tell the basic information in detail. So we can make these routine questions into questionnaires, so that customers can easily circle the questionnaires, so that we can fully understand the customer's information. The third is the issue of collection. Let the customer describe the situation and talk about his own thoughts, opinions and opinions. This kind of question helps to understand the interests and needs of customers. For problems with results, ask customers whether they are satisfied with the results of implementation. Is there anything that needs to be improved? Collecting questions helps to remind customers, express our sincerity and improve customer loyalty. What needs to be reminded is that "listening" is as important as "asking". Besides being good at asking questions, we should also use listening skills together, so as to be really close to customers. Guest of this issue: Tan Guangsheng, who joined the life insurance industry in 2000, now works in Shunde Marketing Department of He Zhong Life Insurance Foshan Branch. Finding the "root" and "solidifying" the customer's demand is actually a process of meeting the demand, but to meet the customer's demand, we must first understand the customer's demand. We might as well imagine ourselves as a doctor when we are digging up the needs of our customers. The doctor's job is to help the patient find the root cause, let the patient understand its urgency and help the patient recover quickly. And our job is to help customers find insurance demand, understand the importance of protection, and quickly add a protection for customers. Start with a problem-find the "root cause" prospective customer: we are living well now and have no worries. Potential customers: ... but we can't deny that children spend the most money on reading, and they spend the most money on illness and accidents. Agent: So, as long as you solve the problem of children's education funds, medical care and accidents are guaranteed, your life is absolutely worry-free. In the opening communication, we have learned that what customers are most worried about is children's education funds, medical risks and unexpected risks. As "sales doctors", we already know the basic needs of our customers. In-depth exploration-emphasizing the "root cause" Next, the agent can answer the questions in the customer's mind: find ways to prevent risks and provide protection. But we must emphasize the "root cause". Prospective customer: Very annoying question, I don't want to calculate, just muddle along. Help-Prescription After we emphasize the "root cause", customers will have a better understanding of their doubts and will definitely show their insurance needs. The next job is to help customers and prescribe "prescriptions" that can meet their needs. However, the needs of customers are different. Before prescribing drugs, we must know the family status, economic status and so on of customers. As long as we grasp the general direction of customer demand and follow this direction, we will certainly win the trust of customers. As for the details, our customers will actively cooperate and tell us in detail.