1. Professional level. No matter who the client is or what his background is, he is definitely not as professional as you in the field you are engaged in. So, behave more professionally. Rigorous work style and professional advice are the basis for winning customers.
2. Consider the other person. No one will trust a selfish person. Only when you truly consider the interests of the other person can you be respected.
3. Say "No!" appropriately with a gentle attitude and firm principles. If you agree to all the customer's requirements, he must know that you cannot do most of them. On the other hand, if you say no to 1 or 2 of the questions, he will know that you can solve the other 99 problems.
4. Keep in touch. Don't leave the tea alone. When someone's business is completed, the customer is finished, and there will never be development in this way. A text message during the Spring Festival or a birthday blessing, these small touches of warmth will definitely make your customers your permanent resources.
5. Pay attention to image. Leave splendor to banquets and leave leisure to holidays. When working, please note that you are not a beautiful woman or a handsome man, you are a worker. Appropriate dress and elegant conversation will greatly increase your customers' confidence in you.
Modern marketing is full of competition, and the differences in product price, quality and service have become smaller and smaller. Marketers have also gradually realized that the core of competition is focusing on themselves, and understand the principle of "to sell products, you must first sell yourself." To "promote yourself", you must first win the trust of customers. Without customer trust, there will be no opportunity to show your talents, let alone the result of winning sales.
One: Confidence + Professionalism
"Confidence equals half the success." Self-confidence is very important to marketers. It directly displays your mental outlook and invisibly conveys you to customers. confidence. Imagine a marketer who lacks confidence in himself and his company. It is difficult for customers to trust and accept you. Therefore, when interacting with customers, we must establish this belief: we are excellent and believe that we can achieve ultimate success; our company is excellent and we believe that our products and services can also be praised and benefited by customers. Communicate with customers with this belief, and your words and deeds will deepen their confidence in you.
But we should also realize that while marketers must have self-confidence, blindly emphasizing self-confidence is obviously not enough, because the expression and play of self-confidence require a certain foundation - "professionalism." That is to say, when you interact with customers, you should strive to have an "expert" understanding of the communication content, so that customers can gain something every time they communicate with you, thereby shortening the distance and improving trust. On the other hand, the continuous improvement of one's own professional quality will also help to further strengthen self-confidence and form a virtuous circle. However, if our self-confidence lacks "professionalism", it will often leave a "flashy" impression on customers, gradually leading to rebelliousness and rejection.
So we must not only be confident, but also professional.
Two: Be frank about minor shortcomings and reflect your true self
“No gold is barefoot, no man is perfect” is a wise saying, but in reality marketers often go against this, facing Customers often create a "superman" image and even hide their own shortcomings. They agree to almost all the questions and suggestions raised by customers and rarely say "no" or "can't". From the outside, it seems that your perfection will leave customers with trust. But everyone knows that people are still realistic after all, and they will all have shortcomings, big or small, and it is impossible to be perfect in everything. Your declaration of "perfection" is exactly declaring your "unrealness."
The famous American psychologist Nat Steinfinger conducted such an experiment: four people who came to apply for a job were asked to record their self-reports while cooking in a small stove. milk.
The first job applicant claimed that he had excellent academic performance and excellent social activity abilities. He specifically mentioned at the end of his report that the milk was boiling well.
The content of the second applicant's report was almost the same as that of the first person, but at the end of his report he said that he accidentally knocked over the stove and the milk boiled.
The situation of the third person is different from the first two. He said he was terrible at school and not very good at social organization, but he was pretty good at boiling milk.
The self-report of the fourth person was similar to that of the third person, and the milk was also poorly cooked.
Stefenger believes that all job seekers can be classified into the above four categories of people. The first category of people: very perfect, with no shortcomings; the second category of people: very perfect, with a little shortcomings; The third type of people: deficient and have small strengths; the fourth type of people: no strengths.
On the surface, it seems that the first type of people should have a greater chance of success, but the reality is that the balance favors the second type of people. Therefore, if a marketer wants to win the trust of customers, he does not need to try his best to hide himself. Instead, he should appropriately acknowledge the subtle shortcomings to make people feel closer and more acceptable.
Three: Help customers buy and let customers choose
In real work, many marketers will emphasize that they are the only or best choice for customers when explaining their own advantages. To a certain extent, it expresses confidence in winning, but at the same time it also puts additional pressure on customers. Because in such an atmosphere, your "preconceived" conclusions often prevent customers from communicating easily with you and making suggestions for choices. As a result, the opportunity for further communication was lost, and each other broke up unhappy.
So when we elaborate on our own advantages, we might as well not rush to a conclusion unilaterally. Instead, we recommend that customers learn more about other information and declare that we believe that customers will make the right choice after objective evaluation. This kind of communication method can make customers feel that they have the right to make active choices, communicate with you easily, and realize that everything we do is to help them understand more information and make purchasing decisions independently. This gives us the opportunity to have more communication opportunities with our customers and ultimately build a close and trusting relationship.
Four: Successful cases, strengthen confidence and guarantee
Many companies’ sales materials have significant space to introduce the company’s typical customers. Marketers should actively use the company’s successful cases to eliminate Solve customers' concerns and win their trust. When borrowing success stories, it’s important to know more than just the client’s name. Instead, you should be familiar with the customer's information in detail, including company background, product usage, contact departments, relevant personnel, contact numbers and other instructions, etc. If you simply tell the case name without knowing the specific details, it will leave many questions for the customer. For example, 1: I suspect that the case you introduced may not be true, 2: The case you introduced may not be a successful case. Therefore, it is very important to introduce successful cases in detail and accurately respond to customer inquiries. Making good use of successful cases can play a key role in building customer trust - "Facts speak louder than words."
Know yourself and your enemy, and you can fight a hundred battles without danger. Knowledge that promoters must know and be able to apply flexibly: 1. What is your product and what are its advantages? Purpose: What is your product used for? What benefits can it bring to your customers to promote their communication. Or what advantages does your product have over other similar products? Our products: Technical term: Physical fuel additive Multifunctional. Sales terminology: high-energy oil, oil used in aircraft; car engine nutritional supplements. If you want your car to run well, you must drink it well. (Running well means running fast, running long and running steadily) Product effects: 1. Improve the calorific value and combustibility of oil, which can promote full combustion of oil, increase power, speed up speed, and save oil. Improve driving comfort. Product principle:
The raw material of the product is aviation fuel (oil for aircraft). Its own characteristics: No. 3 jet fuel has suitable density, high calorific value, good combustion performance, and can burn quickly, stably, continuously and completely. , and the combustion area is small, the amount of carbon deposits is small, and it is not easy to coke; it has good low-temperature fluidity, which can meet the requirements for oil fluidity in cold and low-temperature areas and high-altitude flight; it has good thermal stability and anti-oxidation stability, and can meet the requirements of supersonic high-altitude flights. Need for flight; high cleanliness, no mechanical impurities and moisture and other harmful substances, low sulfur content, especially mercaptan sulfur content, and little corrosion to mechanical parts. Purpose
Aviation kerosene is mainly used as fuel for aviation turbine engines.
Product technology: 2. Effectively suppress and eliminate carbon deposits in various parts of the engine (injectors, spark plugs, air inlet and outlet valves, top of the combustion chamber piston) to ensure healthy and stable operation of the engine and extend the service life of the engine. . 3. At the same time, it greatly reduces the emissions of the three major harmful substances such as CO, HC, and NO in automobile exhaust. While maintaining and protecting the car, it can reduce air pollution and benefit future generations. Product advantages: 1. Really effective product reasons: advanced technology, obtained national invention patent. Advanced production technology, professional production by large factories, product quality is guaranteed. Professionals and institutions choose recognized products (case: self-driving mining truck, 9-month cylinder test by the National Laboratory) The effect of the product has different meanings: Oil Gold product is a Chinese patent medicine that blindly treats the "digestion" of automobiles. For many patients For example, some people are cured of their illnesses as soon as they take the medicine, some people take a period of time to see the effect, and some people may not have much effect. Everyone's body constitution or illness will have different reactions. The key is how you feel. Therefore, you can only try it on your own vehicle and follow our company's instructions (add two thousandths for the first time and one thousandth for subsequent times. Severe patients need to let it sit for more than 12 hours to fully mix the oil. And run at high speed on the highway for about an hour) to see if there is any real effect. 2. Absolutely safe and can be used for a long time with confidence. Reason: The raw material is pure oil base, without adding other chemicals. National authoritative certification, products purchased by Sam’s Club, products selected for large-scale equipment of listed companies 3. Products that protect cars and are environmentally friendly. Scientific identification and extensive surveys show that our products have very good environmental performance. 2. What kind of company is your company and what are its advantages? Purpose: Nowadays, products are all homogeneous and there are too many companies with similar products. Is there anything good about your company? For example, you are a car salesman. Member, if your company is Mercedes-Benz, wouldn’t you recommend it? Our company: a high-tech environmental protection project introduced in Dongguan City in 2009, a professional manufacturer with independent intellectual property rights, the largest and most powerful manufacturer in the industry, and has its own industrial park. 3. Who are your customers? Purpose: To put it bluntly, it’s called talking to people. Who are your customers? What are their consumption and purchasing habits? This is called consumer characteristics. When you understand your customers, especially their psychology, you will know how to make recommendations. Customers: owners of cars, motorcycles and other motor vehicles. Elements of customer analysis for purchasing gifts: 1. The customer's mood at that time is pleasant, calm, irritable, and painful. Different states use different timing and methods of attack. 2. Knowledge level and financial strength. Knowledge level determines the way of speaking. Economic strength determines the price and quantity of recommended products. 3. Cognition and recognition of the product. Those who do not understand this type of product understand and agree with this type of product but do not understand our brand and doubt the product. I do not agree with the efficacy and safety of this type of product and are disgusted with this type of product 4. Customer's consumption outlook Perceptual consumption: follow the herd, like new things, like petty gains, consume based on feelings, the consumption amount can exceed one's own consumption and payment capacity Rational consumption: must be comprehensive Only when you know whether the product is safe, effective and meets your needs can you decide to purchase it. Control the amount of consumption within your own consumption habits and abilities. "Abnormal" consumption: stingy, always wanting to buy the maximum product at the lowest price. 5. The status of cars in the minds of customers
A is a typical car lover. He would rather pay more to park his car in an underground parking lot than park in a free open-air parking lot; he would rather use No. 97 oil than No. 93; he washes the car at least twice a week and cleans the interior once ; Every time you change the oil, choose a fixed brand...
Car B uses an extensive model. Because she lived in the city center, the parking space downstairs was sold out, so she could only park her car on the roadside and let it weather.
Although she is a girl, she is "lavish" in driving. She often puts her foot on the accelerator and on the brake. When fighting for a seat in a traffic jam, she can be said to be "a woman who doesn't give way to men". She also loves to play. She drives to the suburbs every weekend. When she encounters a bumpy road, she will run over it without hesitation...
C is a new entrepreneur and treats the car as a complete means of transportation. . He uses it to travel to and from get off work, to carry goods at work, and to pick up and drop off customers when they come; when he is sick, he uses it as an emergency vehicle; he uses the cheapest gasoline and oil, and only buys necessary insurance; Xiao Gua Xiao Teng needs to "accumulate" to a certain level before going to an ordinary repair shop instead of a 4S shop for one-time repairs to save time and money...
A's car motto is: "Be good to the car. It can save your life at a critical moment." Four years after buying the car, the car is still as new as ever. B's mantra is "Cars serve people, not people serving cars." It has only been three years since he bought the car, and it is no longer new. C's car is the most worn out and is in tatters after only two years, but he doesn't care at all: "I spent 40,000 yuan to buy the car, but it has already created more than 40,000 yuan in benefits, so it's worth it."
Different statuses have different needs, such as being comfortable to look at and running well. These are the overall needs. The latter two mainly tend to run well (fast, long, stable). 6. Age and health of the car. Age is the number of kilometers traveled: A. Less than 20,000 kilometers: (teenagers) B. 20,000-80,000 kilometers: (youth) C. 80,000-150,000 kilometers (middle-aged) D. 150,000 kilometers to 300,000 kilometers (elderly) E, more than 300,000 kilometers (longevity) There are slight differences between different models and brands of health indicators: A. Whether the startup is normal B. Fuel consumption and factory fuel consumption, whether the current fuel consumption is significantly different from the previous fuel consumption increase. C. Throttle weight changes, speed-increasing performance D. Climbing performance, E. Dynamic performance after the air conditioner is started F. Engine jitter and noise. G. Whether there is black smoke in the exhaust emissions? The functions and effects of using our products are different depending on your age and health status. 7. Car use level and refueling frequency. Car use level: average daily car use time and kilometers traveled. Refueling frequency: average monthly refueling times. The above factors will directly determine the customer's demand for the product and can be used as the basis for recommending the number of products. 8. Driving skills and automotive expertise. Customers who know cars need professional recommendations, while customers who don’t know cars need easy-to-understand methods. 9. Model, car series, brand and car owner’s personality Car models: focus on minivans, SUVs, MPVs, sports cars, modified cars, etc. Different models have different purposes: German (safety, quality, control), French (styling, like a unique style), American (luxury, class, spaciousness), Japanese (practical, comfortable, control), Korean (affordable, appearance), domestic (affordable, low maintenance costs, supporting national industry) different car series have different characteristics, which can reflect car owners’ requirements for cars from the side. Brands: Mercedes-Benz, BMW, Volkswagen, Cars from different brands such as Toyota, Ford, and General Motors have different design concepts. It is designed for groups of people with different needs, so you need to understand the characteristics of the target group. Only by understanding the basic characteristics of different brands of cars (advantages and disadvantages, common problems, maintenance costs) can you speak the same language with your customers. Car owner personality: A. Approachable type B. Careless and casual type C. Self-admiring and arrogant type D. Cold outside and hot inside E. Cold and difficult to approach F. Careful and cautious Only by judging the personality characteristics of the car owner can you choose the best way to approach. . 4. How to win customers' trust. Customers' trust comes from your affinity, product quality, corporate image, the benefits the product brings to them, your service attitude, and your after-sales service. What we sell is meticulous and considerate gas station service, car maintenance, professional opinions on oil gold products, so what we have to do is: 1. Serve you through meticulous and considerate gas station service and leave a good first impression with the customers who see your service. impression. Prepare for approaching customers and gaining their initial trust.
Requirements: image, mental outlook, standard movements, etiquette (language, smile, behavior), ability to capture customers' potential needs and meet their needs as quickly as possible 2. Ability to provide customers (customer-approved) with professional advice on car maintenance and care. Requirements: Fully understand the current situation of the customer's car and the customer's cognitive level. Provide professional advice that clients need. When customers recognize your professional capabilities, they are more likely to trust the products you recommend. 3. Fully understand oil gold products and recommend products clearly and concisely in a way that customers are willing to listen. 4. Understand the psychological changes of customers and do not blindly pursue transaction speed and quantity. Everything is oriented towards customer recognition and satisfaction. The ways for an excellent salesman to win customers are: 1. Learn more about your customers, 2. Keep in touch with your customers. Even if you can't close the deal, we can become very good friends. When he needs you someday, The product will come to your mind immediately. 3. To win the trust of customers, you must do your homework. Personally, you will be more confident because you know your products, your business, your customer needs and customer psychology very well. 4. Re-recognize yourself and know how to appreciate yourself. A recommender should know how to be kind to yourself, make your life healthy, participate in more sports, and start changing things you can change, such as your appearance, clothing, etc. , give yourself some confidence. When you have time, you can look in the mirror and practice your "acting skills". 5. Know how to sum up experience, because this is your personal wealth in life. Many times, business is not just a personal problem. China's environment is complex. It may be a customer problem. You have done 100%, but still haven't solved it. Sometimes the reason is not yours, but there is still no result. At this time, you have to know how to deal with it. Anticipate in advance the obstacles that will affect your transaction. Won't encounter it next time. Or to avoid it. 6. In the long run, if you persevere, when you close an order, you must know how to release yourself. Everyone in business is under pressure, and you must know how to enjoy your sense of achievement. 7. Remember to read more books about salesmen and salesmen. There are many experiences that can be learned and used for reference.