First, the basic knowledge and ability necessary for marketers
(1). Ten mistakes that marketers are prone to make.
1. Really don't know what marketing is? I don't know what marketing is.
2. Fear of failure and lack of self-confidence;
3. I hope to make things develop and have great hopes for success;
4. Talk too much and listen too little;
5. Say things you shouldn't say to customers;
6. I don't know when to close the deal;
7. I don't know how to make a deal;
8. Laziness;
9. Do not pay attention to details;
10. Failure to follow up in time;
(2). Customer scope
All China enterprises interested in surfing the Internet are our potential customers. Generally speaking, the following enterprises will be more aware of the Internet:
1. Start a new enterprise;
2. Enterprises that often advertise in the media;
3. Enterprises with foreign trade business;
4. Enterprises with brand image;
5. Enterprises with high market share in the same industry;
6. Enterprises with fierce competition in the same industry.
(3). The basis of marketing skills
1. Know your career. .
2. Understand our company's products.
3. Know your customers. We must know the product structure, economic benefits, operating conditions, internal institutions, competitors, etc. of the customers we are looking for and contacting, so as to change the subject and find a new starting point when customers may take various actions such as refusal and delay. In addition, we need to know the customer's purchase expectation: (1) What services do customers really need? (2) What benefits do customers want? (3) What kind of preferential treatment do customers want? (4) Payment terms of customers.
4. Observe the market situation. We must observe the current domestic market and the future trend of the Internet to help customers make the most informed decisions. But at the same time, we can't attack our competitors, which is like spitting on the sky and arousing customers' disgust.
5. Don't be hypocritical or exaggerated. If exaggerated and hypocritical, it will not only be disrespectful, but also damage the company's credit. False words and lies are the "suicidal behavior" of salespeople.
6. Put yourself in the customer's shoes. After all, the Internet is still a very new thing for most customers, and its service to us is always better than that of our laymen. Therefore, we should correctly judge what the customer really needs and help him choose the most suitable service from his standpoint so as to continue to serve in the future.
7. Keep in touch after sale. After the transaction is completed, you should also contact the customer regularly, say hello to him on holidays, let the customer have friendship, let him know that you always remember him, and let him have complete trust in you and the company.
8. Skilled in computer presentation. The best persuasion is nothing more than a live demonstration. Introduce our online customer to him and let him know what it looks like after surfing the internet. What should he do? This will be a great boost to him. Especially their peers and competitors are online, which will speed up his confidence in surfing the Internet.
(4) self-development.
Doing business is actually being a man. You can't be a man, and you can't do business well. Because the first thing we sell to our customers is yourself. So self-regulation and development can be said to be a compulsory course for every marketer.
1. Learn all aspects of knowledge.
As marketers in the information service industry, our ability is much broader than that of marketers and customers in other industries. What we should have is "people's comprehensive ability". Politics, economy, education, art, management, psychology, religion and so on all require us to be all-round experts. So you must use your spare time to browse all kinds of books and attend all kinds of business meetings to improve your knowledge in all aspects.
2. Self-management
(1). Self-confidence. Accurate understanding and complete acceptance of self is the basic method to cultivate self-confidence. Our self-confidence can not only help you cope with all kinds of setbacks and temptations in sales promotion, but also gain the trust of customers when contacting them.
(2) concentrate. Be sure to concentrate, abandon all necessary distractions and devote yourself to your work so as not to be distracted by part-time jobs.
(3) Set appropriate goals. Hard work but lack of goals, one is to waste a lot of energy, and setting appropriate goals is also the motivation to motivate yourself to work hard. If you set your goal too low, you will become a mediocre person unconsciously; Set it too high, if you can't reach it, it will hurt your self-confidence. With a goal, there must be a plan, and with a precise plan, there will be greater hope of harvest. You can spend more time planning. The more thoughtful the content, the less you can waste in your actions.
(4) Take notes frequently. A good memory is better than a bad writing. Only by writing down what you have done and what you intend to do will you feel stressed and will you always urge yourself to make progress.
(5) Perseverance. Perseverance means working hard and never giving up until you reach your goal. Only with indomitable spirit and broad vision can we cope with the great psychological pressure in the marketing process.
(6) Develop your own sales methods. Sales promotion is learned and explored theoretically, but because of the differences in places, times, people, things and things, sales promotion is ever-changing and impossible. Therefore, when we become salespeople in the information service industry, we should not only learn from other people's experience and strengths, but also learn from ourselves, constantly accumulate and summarize our own sales experience, and come up with a set of sales promotion skills suitable for us.
I. How to conduct business:
(1) How to find customers.
1. phone book
2. Newspaper, magazine, TV and radio advertisements
3. Street signs and body advertisements
4. Various exhibitions
5. Internet
6. Introduction by relatives and friends
7. Customer introduction
8. Field collection
(2) the way to visit customers.
There are many ways to visit customers. Marketers can choose different ways to visit customers according to their own characteristics. Two methods are suggested: 1 and 2.
1. Call.
Features: you can find interested customers in a large number of calls (hundreds of calls a day), which is suitable for first visit or appointment, but your understanding of customers is limited and it is not convenient to cut in;
Visit strangers
Features: In the process of visiting strangers, you can learn more about the nature, scale, market distribution, operation and specific person in charge of the enterprise to facilitate further communication. When marketing representatives adopt this method, they can focus on visiting in different regions and pay attention to improving time efficiency.
Write to visit
Features: this method has limited effect, so it is recommended to use it less.
(3) How to face different roles.
In the process of visiting customers, it is very important for the marketing representative to find the key person in charge in the shortest time. Of course, for different companies, the position of the person in charge is different, and the marketing representative can adopt different methods.
1. General Manager
Consciously, you can decide whether to sign the bill, so it is ideal to negotiate directly with the general manager. As long as the marketing representative grasps the opportunity, it is very likely that he will sign the bill then.
Note: A. Speak in an orderly way. The general manager is short of time, which is
B, there are key points.
C. be confident. Don't feel inferior in front of the boss. In fact, a few years ago, he may be a migrant worker like you. I believe that in the near future, you will sit in the front row of the big class like him.
2. Department Manager (Office Director)
A little conscious, but not the decider, can decide who will do it, but can't decide when and how much to do it, and the price can't be fixed.
Note: strengthen emotional communication and make friends with him. Because their subjective consciousness is stronger than the boss's, once he doesn't approve of you, it will be difficult for you to make a deal. Always remember that doing business is being a man. As long as people do it well, everything will be easy.
3. Manager of Technical Department (same as above)
Note: a, (same as above)
B. When you are asked a question you don't understand, you can say, "I'm in business, you are an expert in technology, and I still need to learn from you."
4. Secretary
The specific agent is only preparing materials. But big companies can also play the role of managers.
5. Service Desk
Just your knocker. Try to bypass her, but get her help.
(4) How to meet customers.
Precautions: A, lock the time that the customer wants to choose, instead of saying "Do you have time?"
B, don't talk too much on the phone, it is best to arouse his curiosity.
1, sir/madam, you see, we didn't make it clear on the phone either. Tell you what, let's smoke.
When shall we talk face to face? Are you free this afternoon or tomorrow morning?
Sir/madam, shall we talk face to face? Give me fifteen minutes. I believe our clothes.
I believe it will bring you gains!
3. Sir/madam, I also know that many families have looked for you, but if you can give me fifteen.
Minutes, you will find that we are exactly what you are looking for.
4. Sir/Madam. I know you are busy, but if you do it, you must find the best.
Give us a chance, you also have a comparison, I believe you won't waste time.
(5). Preparation before meeting customers.
Make all the preparations before meeting the customer.
1. Psychological preparation
Generally speaking, psychological preparation must be completed before the departure visit (the night before), and psychological preparation should include the itinerary plan for visiting customers. Effective psychological preparation generally includes the following aspects:
(1), customer background analysis.
Generally speaking, the analysis of customer background needs to start from the following aspects:
A) The nature, scale, market distribution and operation of the company;
B) Possible problems of the company;
C) How well do customers know about the Internet? Whether there is an existing website; What is the effect;
D) Basic information about the customer's industry; Which well-known enterprises are there, and how do they operate online?
E) Whether the person you see is the specific person in charge; Specific responsibilities; The situation of everyone and their families; Do you know the Internet?
F) Are there any competitors in contact? Which one is it;
G), analyze the situation of competitors; What is the price;
(2) Set specific visit targets
After analyzing the complete background of the customer and finding out the problems and opportunities existing in this customer, you can start to make specific goals for visiting this customer. This is a key step for you to visit customers. It includes:
A), short-term goals
The immediate goal is to satisfy customers as a secondary goal. Every goal should be concrete, realistic, optimistic and measurable.
Generally speaking, meeting a customer for the first time needs to achieve the following goals:
Fully understand the basic situation of customers.
Know the basic situation of the people you meet.
Make a good impression on the people you meet and establish a good friendship. Next time we meet, we will be like old friends.
Are there any competitors in contact?
A comprehensive introduction to the company's strength and services.
According to the specific situation of customers, put forward constructive scheme and quasi-topology diagram.
Do your best to facilitate the transaction at one time.
For customers who visit many times, we should set immediate goals before each visit, such as signing bills and communicating with customers.
B), long-term goals
Not every time you meet a customer, you can make a one-time deal. So you should make long-term plans, such as finding the relevant person in charge and making friends with the relevant person in charge.
(3) Prepare specific marketing themes.
With the visiting object, it is necessary to prepare specific marketing themes according to the customer's situation, that is, the service that customers mainly recommend to customers or the role of surfing the Internet.
General marketing themes include the following aspects:
domain name
The website can promote the sales of the company.
Websites can establish corporate image and enhance brand value.
Convenient communication with domestic and foreign customers.
Save marketing costs.
Get information about demand and competitors.
The importance of website promotion-recommend to enjoy our company's membership service.
2. Preparation of sales tools
Company information (including promotional materials, relevant newspaper clippings and price lists).
Business card.
Border card or temporary residence permit.
Pen and paper.
(6) Visit process.
1.
When visiting customers, it is impossible to go straight to the point as soon as we meet. There should be a process of communication.
This link is very important, and whether it is handled well or not will directly affect the effect of the whole visit. The purpose of communication and exchange includes the following aspects:
Deepen emotional communication with customers and leave a good impression on each other.
Adjust the atmosphere and get into the theme easily.
Understand the basic situation of customers and people you meet.
(1) Exchange business cards
A. Hand in your hands, bend your forefinger, hold your thumb, point out the name of your business card to the other party, and report yourself, such as "Nie Yong, China Enterprise Network, first meeting, please take care." Polite expressions like that.
B. accept it with both hands when your hands are empty.
C. Take a look at the other person's name immediately after acceptance. Don't just look at it or put it aside without looking.
D. When you come across a name or a word that is difficult to pronounce, immediately ask, "Excuse me, how do you pronounce this word?" Instead of belittling you, the other party is willing to help you.
E. If you accept several business cards at the same time, remember which business card belongs to whom.
F. When talking about happiness, don't put documents or paper towels on each other's business cards.
G. If you don't get the other person's business card, it can't be understood as "he won't give me a business card", but you should ask the other person "Would you mind giving me a business card?". If the other party says that the business card has just been used up, you can ask the other party to leave his name and phone number under my pad.
(2) the topic of discussion
Topics discussed: climate, seasons, things that make money, news, current affairs, food, clothing, housing, entertainment, hobbies, travel, sports, family, affection, topics that the other party understands and praises.
(3) Taboo topics
1) Do not talk about politics.
2) On the topic of winning or losing a game, we must understand it before we talk about it.
3) Shortcomings and advantages that customers are taboo.
4) Depression, lack of money, etc.
5) Competing to speak ill of opponents.
6) Speak ill of superiors, colleagues, neighbors and units.
7) Secrets of other customers.
8) Don't exaggerate.
Introduce the company
(1) Highlight the company's culture and background.
Yu Pinhai, the chairman of our company, is one of the earliest and strongest network service providers in the ICP industry in China, and enjoys a high reputation in the information industry in Hong Kong. With the tenet of "honesty and long-term service", the company is committed to helping China enterprises to explore domestic and foreign markets.
(2) Highlight the strength of the company.
The head office of our company, Digital China Information Co., Ltd., is a listed company on the Hong Kong Stock Exchange. With strong strength, it is the largest service provider among domestic peers. It has many well-known customers and first-class promotion services. Technically, it is supported by IBM, the most famous company in the world.
3. Introduce products and services
(1) emphasizes that our company's platform belongs to a professional platform for enterprises.
(2) Emphasize the high visit rate of China enterprise network, which is visited by tens of thousands of international and domestic buyers, investors and professionals every day, which will definitely bring good efficiency to customers.
(3) Emphasize the high-quality and first-class service of China Enterprise Network.
4. Draw up the website topology according to the customer's situation.
5. Count the number of web pages and calculate the cost.
6. Seize the opportunity to sign the bill
A person's heart can't be concealed, and it will always be expressed through words or actions. Pay attention to the observation when the marketing representative visits. Generally speaking, the following is when the customer's desire to buy begins:
(1) oral signal
A. when bargaining and asking for a reduction in price
B. When asking about the specific service items and the effect of mesh production.
C. When asked about the effect of surfing the Internet, and which customers bring better benefits at present.
D. When asked about the production cycle
E. show sympathy for yourself or when the topic reaches its climax.
(2) buying signal in behavior.
A. when you keep looking through the company's information
B. Ask to visit the company. This is the time when you show strong interest in the company.
C. when starting discussions with third parties.
D. when you show an excited expression.
Lean forward, keep nodding, lean forward and smile.
7. Urge customers to make a final decision.
When you negotiate with the customer to a certain extent and encounter obstacles, try to let the other party make the final decision. For different situations, you can try the following methods:
1) Assume that the customer has agreed to sign the contract.
When customers repeatedly appear in buying signal, but hesitate, you can use this technique to let the other party make a decision according to your ideas. For example, when a customer doesn't know much about the Internet, but thinks that surfing the Internet should be good for the company, but he doesn't know how many pages to make, the marketing representative can say to the customer, "(XXX) In general, do you think it's best to make five pages, build your website temporarily first, and then increase the number of pages depending on the effect, or build your website in an all-round way at once, and do it if you want? There's not much money anyway! What do you think? " This will introduce customers into your mind, not considering whether to do it or not, but considering how to do it, which is actually agreeing to do it. In this selective discussion, the negotiations can reach an agreement.
2) Help customers choose
Even if some customers are interested in doing it, they don't like to sign the bill quickly, but revolve around the choice of domain name, the number of pages and the size of space. At this time, the marketing representative should assess the situation, dispel customers' doubts and don't talk about orders in a hurry. For example, if the customer's domain name has been registered, help the customer choose a better peripheral domain name and put yourself in the customer's shoes. Once the domain name is fixed and the number of pages is fixed, it's time to sign the bill.
3) Playing hard to get
Some customers are naturally indecisive. Although they are interested in your service, they procrastinate and delay making a decision. At this time, you might as well pack your things and act like you're leaving. This kind of behavior sometimes urges the other party to make up their minds, but in the fierce competition, you can't really leave the customer. Even if you leave, contact immediately to avoid being used.
4) Learn from teachers
Since you have done your best and tried all kinds of methods to no avail, you might as well try this method when you see that the deal can't be done. For example, "(so-and-so) always, although I know that surfing the Internet is very important to your company, I may not be able to convince you because of my poor ability. I give up. " But before giving up, please point out my mistakes and give me a chance to improve? "Humble words like this can not only easily satisfy each other's vanity, but also remove each other's confrontational attitude. He may correct you and encourage you at the same time, which may bring you the opportunity to sign a contract.
Matters needing attention when signing the contract:
1) Be careful when gossiping, don't give up all your efforts, and don't give in easily.
2) Make decisions within your own authority as much as possible. If not, call the manager for approval. Be sure to make the customer feel that you have tried your best to help the customer win the maximum benefit.
3) Don't be too happy or too happy.
4) Try to eliminate each other's anxiety and make them feel that this is the best choice.
5) Leave as soon as possible.
6) Don't argue with customers-in the final stage, don't argue with customers because of their critical comments.
7) Pay immediately, and don't worry that payment will throw away the bill. Even if the payment is not received, it is useless to sign the bill.
(7). Make a deal.
1, since everything is settled, let's sign an agreement!
2. Do you have any questions about the terms of payment?
Do you have any questions, do you want to ask others?
4. Sign an agreement first, and I also begin to prepare the following work, so that you can go online as soon as possible and benefit as soon as possible.
If we sign the agreement now, what do you think we must do?
6. When do you want your website to go online? If your request is quick, we should also be quick, such as signing an agreement and preparing materials.
(8) Analyze the negotiation and fill in the sales log.