Business eloquence method?

Salespeople pay attention to the benefits of goods to customers at the first time, tell customers the benefits first, and tell them in detail what benefits they can ge

Salespeople pay attention to the benefits of goods to customers at the first time, tell customers the benefits first, and tell them in detail what benefits they can get from buying goods. So as to arouse customers' interest and enhance their purchasing confidence. The following is some information I have compiled for your reference.

Eight ways to approach customers.

According to modern marketing theory, selling products means selling yourself first. If customers don't trust salespeople, they can't trust your products, let alone buy them. In the usual impression, a glib tongue is always the most favorable selling weapon. Most companies are keen on recruiting eloquent salespeople. In fact, there is no positive correlation between eloquence and sales success. Good salespeople know when to talk and when to shut up. Many research reports at home and abroad believe that people's evaluation and views on salespeople are always preconceived, and there is a "first impression effect" in their work. How to approach customers and leave a good first impression on them? Looking at various promotional activities, it can be summarized into eight ways to approach customers:

First, the solution to the problem

These methods are mainly through the salesperson directly facing the customer to ask relevant questions, stimulating the customer's attention and interest points in the form of questions, and then * * * to formal negotiations.

There is a lady who sells books. When meeting customers and readers, she always asks two questions calmly: "If we give you a set of books on economic management, and you find it interesting after opening them, will you read them?" "If you feel very rewarding after reading it, will you be willing to buy it?" The lady's opening remarks are simple and clear, which also makes ordinary customers find no reason to say "no", thus achieving the purpose of getting close to customers.

Secondly, the approach method is introduced.

There are three ways for salespeople to contact customers: self-introduction, customer introduction and product introduction. Self-introduction means that the salesperson expresses himself orally, and then helps himself to know the customer with his business card, * * and work permit. Product introduction is also a common method used by salespeople when they meet customers for the first time. This method is that the salesperson directly puts the products, samples and models in front of the customer, so that the other party has enough interest in their products and finally accepts the purchase suggestion. Sometimes, salespeople approach customers by entrusting others to introduce them. This method is that the salesperson approaches the customer by using a third person who is familiar with the customer through telephone, letter or face-to-face introduction. This method often makes customers have to meet the sales staff because of emotional problems.

Third, the method of seeking advice and approaching.

Salespeople often use their psychology of being a teacher to get close to customers, which can often achieve better results. Under normal circumstances, customers will not refuse a salesperson who asks for advice modestly.

Fourth, curious approach method.

This method mainly uses the curiosity of customers to get close to each other. Curiosity is a common behavioral motivation, and many customers' purchase decisions are sometimes driven by curiosity.

A salesman from a British shoe factory visited a shoe store in London several times and asked to see the owner of the shoe store, but they were all rejected. Later, he came to this shoe store with a newspaper in his pocket. The newspaper published a news about changing the tax management mode of shoe industry. He thinks that stores can save a lot of money by using this information. So, he said loudly to the salesman in a shoe store, "Please tell your boss that I have a way to make him rich, which can not only greatly reduce the order cost, but also make a lot of money, both profit and loss." Will the boss not be moved when the salesperson gives advice to the boss to make money?

Five, the interest approach method

Salespeople pay attention to the benefits of goods to customers at the first time, tell customers the benefits first, and tell them in detail what benefits they can get from buying goods. So as to arouse customers' interest and enhance their purchasing confidence.

A stationery salesman said: "All kinds of account books and bookkeeping books produced by our factory are 30% cheaper than similar products produced by other manufacturers, and there is no discount for large quantities."

This interest approach caters to the profit-seeking mentality of most customers, and it is helpful for salespeople to get close to customers quickly by grasping this key issue and highlighting the sales focus and product advantages.

Six, demonstration approach

"May I use your typewriter?" A stranger pushed open the door and poked his head out to ask. After getting the master's permission, he went straight to the typewriter and sat down. Between several sheets of paper, he sandwiched eight carbon sheets and rolled them into the typewriter. "Can you copy it so clearly with ordinary carbon paper?" He stood up, conveniently distributed these papers to everyone in the office, and read the words typed on the paper aloud again. There is no doubt that the bearer is a salesman selling carbon paper at home. In doubt, the shopkeeper was quickly attracted by carbon paper.

This is a scene that appeared in a copier in Pudong Development Zone, Shanghai.

This is a more traditional way to promote sales. When approaching customers with performance, in order to reach a better deal, salespeople should also analyze customers' hobbies and business activities, play various roles, and try their best to approach customers.

Seven, the gift approach method

Salespeople approach customers with gifts to attract their attention and interest, and the effect is also very obvious. In the process of sales, salespeople give customers appropriate gifts to express congratulations, condolences and thanks, not to satisfy someone's desire. Before choosing the gift to give, the salesperson should know the customer and take good care of the customer. It is worth pointing out that salespeople can't give gifts in violation of national laws and can't pay bribes in disguise. In particular, don't give high-value gifts to avoid being accused of taking bribes.

Eight, praise method

Carnegie pointed out in the book "The Weakness of Human Nature": "Everyone's nature likes compliments from others." That's true. Praise approach method is that salespeople use people's desire to praise themselves to achieve the purpose of approaching customers. This is especially true for women.

Under the beautiful melody, a tall lady makes you want to dance with her, but unfortunately she has "him" around her. How to realize this wish without offending the escort? You might as well try to say to that gentleman, "sir, your other half is really beautiful." If you don't mind, can you ask her to dance? " Of course, praising the other person is not a good word. Just a few words of praise is enough, but improper methods will backfire. When praising a couple, you should be appropriate, not insincere, and not exaggerated without reason. In any case, as a salesperson or sales manager, always remember that praising others is the most beneficial method for yourself. Praise for subordinates can motivate subordinates to improve their work quality more than criticism. If you don't want to fire anyone, praise is the best way to improve work efficiency.

Business eloquence: reading related cases

Case 1:

A failed telemarketing.

A few months ago, a domestic IT company promoted laptops, and I was the potential customer they thought when they received the sales call.

"Hello, Sir, this is the personal terminal service center of human resources company. We are engaged in a research activity. Do you have a minute? Can we ask two questions? " Comment 1

A month ago, many people should have received similar calls. This is a notebook computer promoted by XX company. I was one of the potential customers when I got the call.

I said, "You talk."

Salesman: "Do you often use the computer?"

I said, "Yes, work is inseparable from computers."

Salesperson: "Do you use a desktop computer or a laptop?"

I said, "In the office, I use a desktop computer, and at home, I use a laptop."

Shop assistant: "Our latest laptop has a special promotion stage. Are you interested? " Comment 2

I said, "Are you promoting laptops? Not doing research, right? "

Salesman: "Actually, yes, but …" Comment 3.

I said, "Needless to say, I'm not interested in buying a laptop now, because I have it and I use it well now."

Salesman: "No, I mean, this opportunity is rare, so I ..."

I asked, "How long have you been doing telemarketing?"

Salesperson: "Less than two months."

I asked, "Did HR company give you telemarketing training before you started working?"

Salesman: "I did it twice."

I asked, "Did a professional telemarketing company hired outside give you training, or did your sales manager give you training?"

Salesman: "It's the sales manager."

I asked, "I trained twice. How long did it take at a time? "

Salesperson: "It takes about two hours at a time, which means it is not a particularly formal training."

I asked, "How do you do the telephone sales of this laptop now?"

Salesman: "In fact, we have encountered many problems in sales. Indeed, the sales results are not very satisfactory. " Comment 4

This conversation doesn't end here. We continued talking for about half an hour. I explained to her the knowledge that should be provided in sales training and all kinds of counseling that their sales manager should provide them at work.

Comments and analysis:

Many people have similar sales calls, but the sales results of telephone sales are mostly unsatisfactory. One of the important reasons is that the effective training for the sales team is not in place. This is a polite way of saying it. In fact, many enterprises simply do not have scientific telemarketing training in place. Although many enterprises have realized that telemarketing is actually an effective way to reduce sales costs, avoid channel problems and have the opportunity to contact customers directly, telemarketing is becoming more and more common. In fact, after the success of Dell's direct sales, IT companies engaged in telemarketing with Dell emerged one after another, which led to China becoming the fastest-growing country in the world. However, what are the key points of telemarketing? Let's talk about the above conversation first.

Comments 1: Obviously, it is well planned, arranged and trained to avoid revealing the sales purpose at the beginning of the call connection, so that telemarketers can skillfully establish initial communication with potential customers who have never met before and are already suspicious, which has both advantages and disadvantages. Don't you know that indirect referral requires a lot of salespeople? Once the potential customers are identified, the sales staff should have excellent communication skills to save the customers' strong resistance. So from this detail, HR company has indeed trained, and we can see the shortage of sales staff from the following dialogue.

Comment 2: The potential customer has declared that he has a laptop, but the salesperson did not respond effectively to the customer's topic, but only followed his own pre-designed ideas. What effect will he achieve? In fact, after the customer answers, it should be the best time to ask questions, which can not only effectively respond to the excuse of starting design research, but also gradually dig out the main confusion of customers when using laptops, thus revealing the legitimate needs of customers. Unfortunately, the salesman just talked to himself simply and mechanically according to the training routine. This is a serious mistake.

Comment 3: Improvisation is seriously lacking in effective training. At this critical turning point, it is time to effectively praise potential customers, so as to gain their full trust. As a result, the salesperson's answer exposed all weaknesses, which led to the impatience of potential customers. If it weren't for me, this customer would have hung up long ago, and this sale may have just met the same hang-up as 98% customers.

Comment 4: This conversation has confirmed how weak the telemarketing training of XX Company is. Therefore, the world's top 500 enterprises like XX Company are so weak in the above-mentioned telephone sales, so don't blame and blame other domestic enterprises for their hard exploration spirit and persistent enthusiasm for telephone sales.

Telemarketing can't achieve tangible results only by relying on experience, enthusiasm, hard work and diligence. Success requires methods! Telemarketing needs clear skills, operational skills and applicable processes, which is the core of telemarketing.

There are three stages of successful telemarketing, and each stage needs corresponding skills: Do you want to learn more relevant articles? Please add Ma Wei Yun signal: mayun9 188 to update classic articles such as inspirational, sales, management and business war cases for you every day, and learn for free. This WeChat has changed the lives of millions of people. Welcome to join us!

The first stage is to arouse interest. Arouse enough interest from potential customers on the other end of the phone. Without interest, there is no opportunity and no point to introduce the products to be sold. The skills needed at this stage are the mastery and application of the topic.

The second stage is to gain trust. To gain the trust of a stranger in the shortest time requires superb skills and mature personality. Only by starting sales on the basis of this trust can we achieve the ultimate goal of sales-signing a contract. The skills needed at this stage are concrete ways to gain trust, effectively play the role of consultant, strive for the position of unemployment administration, and effectively win the trust of potential customers.

The third stage is the profit contract. Only under the premise of effectively obtaining a clear understanding of potential customers' own problems can sales be profitable and the real goal of enterprises. The skills needed at this stage are objection prevention and prediction, effective negotiation skills and the ability to foresee potential problems.

4C in telemarketing must also be understood. 4C itself is not a skill, but a standard process to realize skills. Inexperienced telemarketers can follow this sales process at the beginning, but they will generally forget this process after being skilled, but their sales strength has been improved unconsciously. 4C's process is like this: confuse customers, awaken customers' sobriety, appease customers' fortress, and sign customers' contracts. The first C is applied to the first stage, the second and third C are applied to the second stage, and every four C is applied to the third stage.

Case 2:

Salesman: "Hello, are you Shili Lubricant Co., Ltd.? Your website seems to be slow to respond. Who is the network administrator? Please answer the phone for me. "

Front desk: "Is our website slow? It seems that the speed is ok. "

Salesperson: "Do you use intranet?"

Front desk: "Yes!"

Salesman: "So, it will definitely be faster than foreign visits, but we have to wait for five minutes now, and the first page has not been fully displayed. Do you have a network management? "

Front desk: "just a moment, I'll transfer you."

Shop assistant: "Please wait a moment. What's the name of the stationmaster? "

Front desk: "There are two. I don't know who is there. One is Xiao Wu and the other is Liu Fang. I'll transfer you, right? "

Salesperson: "Thank you!" wait for

Liu Fang: "Hello! Who are you looking for? "

Salesman: "I am a customer consultant of Great Wall Server. I just browsed the website of your and wanted to know about the lubricating oil used by Audi. You have watched 10 minutes. Why not show it on the website? " Who are you? "

Liu Fang: "I'm Liu Fang, can't I?" I can see it here! "

Salesperson: "Do you use the local intranet? If so, you won't find this problem. If you can dial up the internet, you can find it. "

Liu Fang: "What's your name? Do you want to buy our lubricating oil? "

Salesman: "I am a customer consultant of Great Wall Server. My name is Cao Li, Cao Cao and I'm Li Li. I usually use your lubricating oil. Today, I want to look at some technical indicators of the website and find out why your website is so slow. Is there a virus? "

Liu Fang: "No! We have anti-virus software. " Cao Li: "That's not enough bandwidth, otherwise it shouldn't be so slow. Has the same situation happened before? "

Liu Fang: "I don't think so, but I'm new here." Our main stationmaster is Xiao Wu. He is not here today. "

Cao Li: "It doesn't matter. Where is your website hosted? "

Liu Fang: "It seems to be the network center of Xicheng Computer Bureau."

Cao Li: "Oh, what server is used?"

Liu Fang: "I don't know!"

Cao Li: "It doesn't matter. It seems that the response of the server is getting slower and slower when I log in here. Maybe it's time to upgrade the server. But it doesn't matter. When will Xiao Wu come? "

Liu Fang: "He won't come until tomorrow, but we did discuss replacing the server last week, because the enterprise is considering using the network to manage more than 300 dealers nationwide/KLOC-0!" "

Cao Li: "Great, I think I'd better come once, so that I can have a chance to know about the lubricating oil I use. In addition, we can talk about network servers. "

Xiao Fang: "Well, come tomorrow. Xiao Wu will definitely come, and everything will be fine. Our network management is nothing specific now. "

Cao Li: "OK, that's settled. See you tomorrow!" " "

This is an example of promoting sales by telephone appointment. In this example, Cao Li used the first, second and third C. First of all, it confuses customers and reminds them of the slow response of the server, or the possibility of viruses, or bandwidth problems. In short, too many problems lead to customer confusion; In fact, the strategy is to wake up customers, that is, to clearly point out the possibility of slow response of the server, to comfort customers, and to imply that customers have actually found experts, so don't worry. On the one hand, I look at your lubricants, on the other hand, I talk about network servers.

Through the study dialogue, we know that Liu Fang, a salesperson of Cao Li's network server, is a person who has little influence in the customer organization. However, the possibility of large orders can often be found from people with little influence within the customer organization. This conversation reflects the possibility of large orders. Therefore, Cao Li immediately changed his strategy and asked for a visit, which was supported by Liu Fang. Liu Fang's support mainly comes from Cao Li's effective use of 4C in sales.

Finally, let's look at a case of telemarketing.

Case 3:

Shop assistant: "Hello, is Mr. Li Feng there?"

Li Feng: "Yes, I am. Who is this? "

Salesman: "I am the articles of association of the printer customer service department of XX Company, that is, the articles of association of the company. I have your message here. Did your company buy the printer of XX company last year? "

Li Feng: "Oh, yes, yes!"

Articles of Association: "The warranty period has expired for seven months. I don't know how the printer is used now? "

Li Feng: "It seems that you have repaired it once, and then there is no problem."

Charter: "Great. The purpose of calling you is that this model of machine is no longer produced, and the accessories will be more expensive in the future, reminding you to follow the operating instructions as much as possible when using it. Did you read the user manual when using it? "

Li Feng: "No, it won't be that complicated, will it?" Also read the user manual? "

Charter: "In fact, it is necessary. It is ok not to study, but the life span will be reduced. "

Li Feng: "We don't expect to use it for a lifetime, but there is still a lot of business recently. What if it breaks down? "

Charter: "It doesn't matter, we will still come to repair. Although we charge a certain fee, it is cheaper than buying a brand new one. "

Li Feng: "By the way, what's the price of buying a brand-new printer now?"

Charter: "It depends on what model you want. You are using XX Company 33330 now, and the product to be upgraded later is 4 100, but it all depends on how many normal A4 papers are printed in a month. "

Li Feng: "Recently, the number has started to increase, sometimes exceeding 65,438+00,000."

Articles of Association: "In this case, I really want to suggest that you consider 4 100. The recommended consumption of A4 plain paper is 4 15000 sheets a month, while 3330 10000 sheets a month will seriously affect the life of the printer. "

Li Feng: "Can you leave me a phone number? I may consider buying another one at the end of the year, which may be a follow-up product. "

Articles of Association: "My phone number is 888XXXX to 999. let me check. By the way, you are an old customer and you will have some special care at the end of the year. I wonder when you can decide to buy it. Maybe I can leave you some good policies. "

Li Feng: "What care?"

Articles of Association: "For model 4 100, the channel sales price is 12 150. If you buy as a 3330 user, you can treat or give away some peripherals you need at a 20% discount according to your specific needs. Well, think about it and contact me again. "

Li Feng: "Wait a minute, I have to calculate. It's convenient for the people in the marketing department to add a printer to my office in another place. Well, it's basically solved. Do you deliver the goods or shall we pick them up? "

Charter: "Anything. If it's inconvenient for you, let's come over. We've been here before. It's easy to find. See where and when to send it? "

The following dialogue is about the specific place and time of delivery. This salesman completed the sale of a 4 100 printer in CN Company in about 30 minutes, and his performance should be very normal for the 4C control of telemarketing shown in the company's articles of association. In this dialogue, please use 4C's sales order and principles to explain.

4C's process is like this: confuse customers, awaken customers' sobriety, appease customers' fortress, and sign customers' contracts.

In the above case, the first C confused the customer, and the articles of association successfully reminded Li Feng that the warranty period of the 3330 printer had expired in July. This model of machine is no longer produced, and the accessories in the future are more expensive. Need to read the user manual to avoid shortening the service life, and this printer can't bear the current workload of the company to confuse customers. The second C wakes up the customer. The articles of association suggest that customers use the 4 100 printer, and supply 15000 sheets per month. C assures customers that you are an old customer and will have some special care at the end of the year. As a user of 3330, if you buy it, you can get a 20% discount or give away some needed peripherals. The fourth C-sign customer is the final concrete implementation of the delivery place and time.