Sales psychology: Win the trust of customers.

Sales psychology: Win the trust of customers.

In the process of sales, if what you say is believed by customers, can't you sell the products with sorrow? But what can we do to gain the trust of our customers?

First, be honest with customers. Customers are not fools. Before buying a car, they always look for information online. Some customers will come to the 4S store with a stack of information collected from the Internet and ask the sales consultant for verification. Their understanding of products is not much worse than that of sales consultants.

In this case, the sales consultant can only be honest with the customer if he wants to win the trust of the customer. How? The customer asked:? Is your car of reliable quality? Sun Jiajia replied:? Brother, ask me this question, and I will definitely say that this car is a good car. I sold this car. Will I still say no? But you don't believe me when I say this car is good. Want to hear the truth, I suggest you ask those old customers who have already bought this car. This car, in the whole country, we sell more than 20 thousand units a month. If a car is of poor quality, how can it sell more and more in sales?

Second, establish a consistent alliance with customers. Last year, there was a very popular TV series called "Floating and Sinking". In this TV series, the relationship between salespeople and customers is defined as the relationship of enemies. I agree with this view to some extent. It is precisely because of this cognition that after customers come to 4S stores, they are always wary of sales consultants from all over the world for fear of being deceived.

In this case, in order to win the trust of customers, sales consultants must find ways to establish a consistent alliance with customers. For example, many 4S stores in Shanghai will charge four fees when selling cars to customers, namely PDI inspection fee, vehicle delivery fee, licensing service fee and off-site registration fee. These four expenses add up to more than 3000 yuan, which actually becomes the profit of 4S shop.

Many customers are confused about these four expenses, but the smart sales consultant said so: Brother, I know you will be confused. Actually, I'm worse than you. Every time I talk about these expenses with my customers, I feel particularly uncomfortable. I can't wait not to accept them. If I cancel them one day, I will be very grateful. These fees are charged, just as banks charge for gas companies or power supply companies. ? After that, explain to customers which institutions each fee is charged for. Before the customer has questioned, it is possible to establish an alliance with him by telling his own difficulties and acting as ordinary as the enemy.

Third, establish yourself as an authority or quote authority and endorse your own views. People have a harmful superstition about authority. For example, in hospitals, the registration fee for expert clinics is five to ten times more expensive than that for ordinary doctors. A patient who is not too complicated is still willing to let ordinary doctors not see it, but spend the whole morning waiting in line to hear the diagnosis of experts.

By the same token, when customers come to 4S shops to see cars, those sales consultants with excellent professional knowledge are more likely to win the trust of customers. Like adoption? Digital induction? Ways to establish your professional authority image in front of customers.

When a customer asks about the performance of an engine, you can answer this question: From a professional point of view, there are generally six aspects to measure the performance of an engine, namely, engine power, economy, environmental protection, vibration and noise control, small and light weight, reliability and durability. The performance of the engine used in our car in these six aspects has been evaluated by the National Automobile Engineering Evaluation Center, ranking first comprehensively, and was also rated as one of the top ten gasoline engines in the world in 20 13. ?

After that, tell the customer the ins and outs of the engine development process. After listening to this, customers will appreciate the performance of sales consultants, and it is inevitable to win trust.

Fourth, direct user experience summary or evaluation. As the old saying goes, Nuanchunjiang is a duck prophet. Whether the water in the Chunjiang River is warm or cold is not determined by pedestrians on the river bank or birds in the sky, but by ducks swimming in the water. Why? Because ducks swim in the water, they have personal experience and the most say. Therefore, when a sales consultant proves the advantages of the products or configurations he sells to customers, he should not explain them from his own point of view, but should quote the evaluation of old customers to prove them to new customers. A word from an old customer is worth 100 words from a sales consultant.

In September this year, I went to a 4S car shop in Nantong to do research, and found that there were more than 20 classic customer car evaluation boards around the customer rest area of the exhibition hall, each of which was about one square meter in size, with photos of real customers and their cars on it. Below the photo is the customer's evaluation of the car, with the customer's signature and detailed information of the customer, such as name, telephone number, occupation, industry and unit. These customers' comments on vehicles all start with the same sentence pattern, right? I bought popular Jingyi because, for example, a client wrote this? I bought popular Jingyi because this product is cost-effective and spacious, and the engine is Mitsubishi engine, which is very safe to use. ? I have seen more than 20 classic customer evaluation cards, all of which are positive comments on products. If you are a customer, do you have a feeling that the users of this product have a good reputation, so you also feel that this product is very good in your heart?

Fifth, provide visual factual evidence to prove it. There is a 4S shop selling Dongfeng Nissan cars in Nanning. Last March, I went to their store to do research. In front of the store, I found a very strange phenomenon. They parked a row of cars in front of the store, including Ford's Focus, Toyota's Corolla, Chery, Geely, BYD, Volkswagen and General Motors. They are parked neatly. These cars are still semi-new, and there are two signs at the front and rear. Used car? A three-word brand. I sat in the exhibition hall to see what would happen.

Later, I found that whenever a customer asked the sales consultant how Nissan's car compared with other brands, the sales consultant would point to the row parked outside the door. Used car? Tell customers that Nissan's car must be ready. Those used cars parked outside the door are all used cars that customers drive to the store to sell to them as used cars, and then they are replaced by Nissan's cars. If Nissan is not good, why are so many customers willing to drive other brands to buy Nissan? After the customer hears this, look at that row of stores? Used car? I nodded, believing it.

I am watching this scene. I really admire the person who came up with this idea? Used car? People's ideas. Later, I went to their store sales manager to find out the truth. The manager of their store told me that the row at the door actually stopped? Used car? It's all fake. All employees in their company drive their own cars to get off work. Of course, customers don't know the mystery.

Sixth, let customers feel that the information you provide is comprehensive and objective. If you are a sales manager, when recruiting a sales consultant, two applicants came, one is Xiao Zhang and the other is Xiao Li. When interviewing Xiao Zhang, you asked him what his advantages were, and he said five or six advantages. Then you asked him if he had any shortcomings, and he said no. Then, you interview Xiao Li, and you ask him what his advantages are. He said three or four advantages, and then you asked him to talk about his shortcomings. He said that his sales performance is sometimes unstable. When the performance is good, he can sell eleven or two, and when the performance is not good, he can only sell two or three, and sometimes he doesn't fill in the customer file carefully. After interviewing these two people, who will you finally hire? Do you want to hire Xiao Zhang, who has only advantages and no disadvantages, or choose Xiao Li, who has advantages and disadvantages?

I have asked no less than 20 interviewers this question, and 90% of them chose a defective Xiao Li instead of a perfect Xiao Zhang. What is the reason? The answer is that Xiao Zhang's words are not credible, because there are no perfect people in the world. Similarly, customers will think that there is no perfect product in the world.

Some time ago, I went to a shop of a German brand 4S in Dongguan to do research. A sales consultant named He Shanshan said this when introducing the engine: The engine of this car is designed with a chain timing mechanism. The timing chain can be maintenance-free for life, ensuring accurate and durable engine timing. The whole engine is used for 400,000 kilometers without major repair. It is precisely because of the design of metal chain timing mechanism that the noise emitted at high speed is greater than that of synchronous belt. I won't lie to you about it. When you try it out in the future, you can hear it if you listen carefully, but it is not obvious if you don't listen carefully. She always says that. During the test run, if the customer listens carefully, he hears that the engine is really noisy, but the customer will not complain. Instead, I felt that the sales consultant was sincere and didn't cheat him.

If she didn't say in advance, even when the product was introduced, the customer asked her about the noise, and she kept saying that the noise was very low, it would be useless for her to explain once the customer found the problem of excessive noise during the trial operation, and the more she explained, the more likely the customer would doubt her words.

Therefore, in order to gain the trust of customers, we should not only explain the advantages of products to customers, but also talk about some shortcomings appropriately, as long as these shortcomings are not fatal. It is not necessarily a bad thing that the product has shortcomings. If presented properly, you can gain the trust of customers.

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