I'm a member consultant now, and I'm sending bills outside, but I can't call all afternoon. I need experience!

Nowadays, people engaged in marketing or related to sales are a huge social group. According to a statistic, the number of this group is close to 50 million, which means that there are 1 marketer in every 20 people. At the same time, another statistic shows that 10% of salesmen are engaged in marketing, 80% are engaged in promotion, and 10% are engaged in a vague job. In other words, marketing is the core and selection is the main body. The majority of salespeople are mainly engaged in sales promotion, and how to be a good salesperson is a * * * topic.

In China, the salesman market is in a situation where supply exceeds demand in quantity and demand exceeds supply in quality.

Why?

(1) The overall supply of labor or talents is large, and there are no corresponding jobs for college students who graduate every year and young people who are laid off every year;

(2) The country has not demonstrated the qualifications of the personnel engaged in marketing before, nor has it entered the qualification certificate recognized by the society and enterprises in this industry, that is, the entry threshold of the industry is relatively low;

(3) The average turnover achieved by each salesman is relatively low, and the annual turnover of 85% salesmen in China is below 500,000 yuan, most of which is around 200,000 yuan;

(4) The agency and transaction business of each salesman is relatively simple. Salespeople generally only represent or promote one product, just as some domestic companies set up a business department for each product and independently prepare salespeople to sell products, which causes the growth rate of salespeople to be much faster than the actual sales volume and fails to fully utilize and optimize the salesman resources;

(5) With the intensification of market competition, the increase of manufacturers and the improvement of product homogeneity, an excellent salesman is essential for selling goods. If you can't find a good salesman, you can only win by quantity for the time being, and then train, train, optimize and eliminate. With the increase of sales staff, sales expenses, product prices, profits, market investment, brand building stagnation, product competitiveness weakening and sales obstacles appearing. Enterprises often attribute problems to people's quality;

(6) As can be seen from the above data, the number of people engaged in marketing is relatively small. Promotion is a single job, while marketing is a comprehensive job, which also reflects the lack of personnel quality.

In this case, what are the requirements for the selection and selection of salesmen?

Gather quantity first, then copy quality. In the gathering stage, we recruited everyone, without standardized and strict recruitment evaluation. Look at the candidate's resume in the talent market, ask a few questions and express your feelings. A fast-growing company often has a sharp increase in sales staff within 2-3 years. Regardless of good or bad, some people make huge profits, some pretend to be abducted, some abscond with money, and some are furtive ..... "A mouse excrement spoils a pot of soup", so a few years ago and even now, when it comes to "salesman", consumers are afraid to accept you easily.

The construction quality stage is the stage in which most enterprises are located. At this stage, enterprises have the requirements of "morality first, experience second, hard work, more training and more progress" for salesmen.

Morality comes first. Morality is a moral quality, a person's character and conscience. In the case of oversupply in the salesman market, the requirements for their personal qualities rank first. Without working experience, I can give you time to explore; If you don't have skills, you can find a master to bring them; If you don't understand the requirements and processes, you can train more; You ask for progress, and progress can give you a sky. But only salesmen with low moral character and bad hobbies can't be allowed to be sales teams. Virtue is cultivated in a person's life for decades and is not easy to get rid of. If an enterprise wants to covet personal ability and ignore personal morality, it will pay several times the cost. So when recruiting, you will check your resume, work experience, employment situation, reasons for leaving your job, and whether there are any bad records. ...

Experience follows. In the job market and newspaper advertisements, you can see that almost every piece of information requires one thing: 2-3 years of work experience. Especially in the coastal areas of South China and East China, some foreign-funded enterprises and private enterprises are even more so. Many people who quit their jobs right after graduation are suddenly turned away. Why? According to the theory of supply and demand, enterprises have the right and should choose some relatively high-quality people to engage in sales work when the supply of sales staff exceeds the demand. After training, they can take up their posts immediately and work quickly. According to the experience curve theory, people with work experience have higher work efficiency and less training investment.

Willing to endure hardship, willing to temper. Teacher Chen Anzhi will say, "Whether your performance is good or not depends on whether you are serious or not. Poor performance means that you are not serious enough. " Today's sales promotion or sales work is different from before. In the past, salespeople only went on business trips 3-5 times a year, with a maximum of one month at a time. Now you have to work 365 days a year, from 8 am to 8 pm every day 10:00, which may not be done well. Seriously or not, the first thing is whether you can bear hardships. Get up early, go out early and return late. How many streets can you sweep and how many phone calls can you make every day? Today's salesmen not only have to endure hardships, but also have perseverance and stand the test. Today, you have been rejected by the customer for 25 times. Dare you walk into the 26th customer's shop?

More training will make progress. Enterprises regard salesmen as their own resources, even assets. How to promote the benign operation of assets? How to realize asset appreciation? The quality of salespeople must be improved through continuous training and encouragement. Some multinational companies take the road of talent localization. First, they have their own systems, mechanisms and systems. Second, they attach great importance to training. Some companies, such as KFC, spend hundreds of millions of dollars on training every year. They firmly believe that talents are cultivated and trained. Let's analyze the purpose of the salesman's work again: one is survival and the other is development. Needless to say, everyone wants to get a high income. Mainly development, development depends on what? Rely on the continuous improvement of your own ability. The main way to improve ability is to learn more, summarize more, think more and receive more training. Both enterprises and salespeople need training to make progress and achieve the goal of * * *.

As can be seen from the above analysis, in the new environment, the requirements of enterprises for salesmen have changed. Are you aware of this change? Have you started to change, too?

Does marketing promote enterprises, products, individuals, ideas or creativity? Different people have different understandings, and I personally agree with the concept of promotion. My promotion concept runs through a main thread-caring about the interests of customers (users), helping customers sincerely, and making customers make money or gain greater benefits. Sales promotion is a comprehensive discipline, which integrates marketing, psychology, consumer organizational behavior, sales promotion and other disciplines to form a discipline system of sales promotion or marketing. Especially the wide application of psychology in sales promotion. In the actual promotion process, people often study and analyze the psychology of customers and consumers, but seldom study and analyze the psychology of salesmen themselves.

The first step of successful promotion: the transformation and orientation of salesman's psychological role

There are generally two kinds of psychological functions of salesmen: beggar psychology and messenger psychology.

A salesman with beggar psychology thinks that selling is begging, begging others, and asking others to help him do something, so he is very afraid that customers will raise objections or even a little opinions on the products when selling. Because in the psychological state of begging, I am afraid that the buyer will have the slightest objection or opinion. Once I heard the objection, I couldn't help but realize that the fair would fail.

Messenger psychology is a popular salesman psychology, and it is a measure to paralyze oneself and improve self-confidence. When you visit a customer, you don't ask him to buy a product, but introduce or recommend a profitable product that is useful (beneficial) to him. Just like a doctor seeing a doctor, it brings convenience and benefits to patients! The store you entered today is a blessing, because you will bring him some unexpected surprises, and you will bring him convenience or opportunities to make money. You hold the company's products in your hand, and for customers, every one is a profit opportunity. You are the messenger of light, and you bring convenience to consumers!

Under the above two psychological modes, the salesman's mental state is different, the temperament and self-confidence displayed in front of customers are different, and the sales performance is also different. We say that when a salesman sells a product, he sells himself first. Under the psychological mode of messenger, it is easier to sell yourself and gain the trust of customers and users.

The second step of successful sales promotion: salesmen should build up their confidence.

A correct attitude is conducive to building self-confidence. It is precisely because the company's products are useful to customers that you take the trouble to introduce and sell them to him. You are here to help him meet and solve all kinds of requirements. Why not have confidence?

When you realize that your duty is to serve users (customers) sincerely, you will have confidence. For you, promotion is not a burden, but a dedication and a pleasure. Your mental state will be greatly improved, and your customers will greet you with expectant eyes. At this point, the aura of your sales success appeared.

Self-confidence mainly comes from the following four aspects:

(1) confidence in sales promotion

Sales promotion is not a humble occupation, but a noble and meaningful occupation. Promotion is a glorious occupation, which creates benefits and provides convenience for consumers. Promotion is an important department, link or occupation of national economic development. Consumers can buy the products they want in the nearest place, which is the hard work of salesmen and their working ability, so that people have more time to feel and enjoy life. Since you are engaged in sales promotion, you should have a correct understanding and full confidence in this profession.

(2) Confidence in yourself

A person without self-confidence is not easy to succeed in anything. Self-confidence is a prerequisite for success. Only if you have confidence in yourself, you will be natural and graceful in front of customers, and you will be confident, and your confidence will infect and conquer consumers, and users will be full of trust in the products you sell.

Learn to appreciate the sense of accomplishment at work! Use goal decomposition and time management to decompose your daily work into each item and each time period. Timely processing, timely inspection and timely summary. Every time you accomplish something, it is an achievement. Every day you accomplish everything, which is a day's achievement. Only by accumulating such small achievements will we be tired into the final achievement; Only by appreciating your achievements every day can you have the confidence and courage to go on!

Self-confidence is not equal to pride. Self-confidence is rooted in the feeling that you are knowledgeable and capable of strategizing and winning thousands of miles. It's completely different from the feeling of being top-heavy on an empty stomach.

(3) Confidence in the company

I believe that the company is a promising company, a parent-child company, and a company that always provides customers and users with the best products and services.

(4) Confidence in products

As soon as many salesmen hear that the company's products are a little insufficient, or users report that the products are a little defective, they immediately start to complain that the quality of the company's products is low, which is not conducive to sales promotion. We say that today's products are highly homogeneous. What are the main differences in functions of similar products? Don't! As long as the company's products meet the national standards, industry standards or enterprise standards, they are qualified products and the best products of the company, and consumers or buyers will definitely find them. During the whole promotion process, don't have any doubts about the products you are promoting. I believe that the product you sell is one of the excellent products. Whether you can make a deal depends on your seriousness and skill.

In reality, some bad salespeople attribute the reason to the product. Then let's analyze: any company and any product has salesmen with excellent sales performance, and every company has sales champions. If there are problems with the products, why can they be sold to satisfy consumers? Why not? Therefore, performance mainly depends on subjective conditions, not some objective conditions. You should always have confidence in the products you sell.

The third step of successful promotion: the salesman fully understands and grasps the product knowledge.

Mastering product knowledge is the first step to formally enter sales promotion. You have a good attitude and are confident, but you know nothing about product knowledge. Users ask you about product features, performance and usage, and you know nothing. The customer won't sell your products at all, and you make him feel insecure. Consumers will ask in their hearts: "Is this person a charlatan?"

Many consumers complain that salesmen lack product knowledge, especially some promoters, which is also an important aspect of the increase in the number and quality of salesmen in some companies. Companies often pay attention to the training and assessment of sales managers' product knowledge, but not to the product knowledge of salesmen and promoters, which is incorrect. Salesman represents the company in the front line of sales, and the lack of understanding of products will directly affect the image of products in the eyes of consumers.

The salesman's mastery of product knowledge is not only the mastery of some technical parameters such as product dosage, usage method, characteristics and performance, but also a clear understanding of the benefits that the product can bring to users and consumers. Excellent salesmen will list the benefits of products to dealers, users and ordinary consumers, and tell the corresponding benefits to what types of people, so as to be targeted.

The fourth step of successful promotion: the salesman should master some promotion skills and methods.

Impermanence of war, impermanence of water, impermanence of war. Why do some salesmen have high success rates and some have low success rates? Are they not competent enough, or are customers difficult to deal with? Don't! This is a question of method as well as skill application.

Here are some tips for promotion:

1, skills of meeting customers

The first meeting with the customer is especially important in the transaction. "A good beginning is half the battle!" So we need to learn some meeting skills.

(1) Know yourself and know yourself, and you will win every battle. First of all, we should know the customers who will meet soon, and get to know the customers through colleagues, other customers, salesmen of other manufacturers, bosses, downstream or upstream customers of customers, etc.

(2) Write the purpose of the meeting, write the content to be discussed, and think and organize the language.

(3) Dress neatly, healthily, appropriately and spiritually.

(4) The first sentence of self-introduction should not be too long. For example, some salesmen come to the door and say, "I am a salesman (salesman) of the branch of * * cm Co., Ltd.". This sentence is too long, and customers feel uncomfortable when they hear it. How come they haven't heard a lot about you? The usual introduction is: "Hello! I am from XX factory. " The customer looks at you and says, "I'm * *, the salesman of the * * branch."

(5) When explaining your purpose, you should learn to attract customers' attention under the guise of some explanations or compliments. For example, you can say, "The manager of * * sent me …" You can say, "I called on you on the recommendation of * * customers." You can say, "It's the salesman of * * manufacturer who says your business is good. I came to see you today and learn from you! " In this way, it is not easy for the customer to refuse, and at the same time understand that you already know something about him or the market. It's not that newcomers don't know anything. He will actively cooperate with you and immediately order someone to make tea for you.

2. Skills of exchanging business cards

Some salesmen call and can't get the customer's business card, or ask the customer for the business card in a dry way. One of the contents of Robinson's agency training salesmen is to change 100 business cards on the street every day and return to the company. Don't go back to the company until you realize it. We are talking about exchanging business cards, not exchanging them. Pay attention to "exchanging business cards" when meeting customers, and change business cards instead of unilaterally giving or plugging business cards.

Don't take out your business card before meeting. Explain your purpose, after introducing yourself, observe the customer's reaction and make a decision to exchange business cards.

For example, if a customer suddenly forgets your name, you can say, "Manager, we met for the first time and exchanged business cards with you." The client is delirious and refuses to exchange business cards with you.

At the end of the visit, I said, "Manager * *, I'll exchange a business card with you and contact you later."

Avoid saying to customers, "May I have your business card?" Awkward!

3. Conversation skills in a harmonious atmosphere

After meeting with customers, unimaginative salesmen are often eager to enter the sales promotion state. They can't wait to introduce their products to customers. It is very common to ask "do you want it" or "do you want to buy it". . You know, most people are disgusted with sales promotion, so don't let customers treat you as a salesman from the beginning.

We should learn to create an atmosphere in three ways:

(1) American: praise forever.

(2) British style: talking about home.

(3) Chinese style: simple meals

Successful salespeople often talk about customers and their hobbies first, thus creating a good conversation atmosphere. Once this harmonious atmosphere is established, your sales promotion will often make unexpected progress.

In addition, pay attention: all your manners should not show signs of hypocrisy. Once the other person thinks that your talk is insincere and just empty talk, your efforts will be in vain. Giving up all previous efforts is a punishment for your hypocrisy! In fact, as long as you sincerely talk to the other party and care about him, the next talks, sales promotion and payment will be very natural and smooth.

4, product introduction skills

According to the sales target, determine the focus of introduction, that is, introduce products according to the interests and concerns of customers and users.

(1) Introduce products to distributors

Focus: How does this product make customers earn more money? How to make money for a long time?

Therefore, when introducing products to dealers, we usually briefly talk about what products are used for, and what are the main users or consumer groups? Then we will introduce the profit level that this product can obtain in the circulation process. Then explain it around several spreads in circulation. Finally, some after-sales service matters are introduced.

The purpose of dealers to make products is to make money! Therefore, introducing products to dealers mainly depends on how much price difference he can get. Price difference is divided into direct price difference and indirect price difference. Direct price difference is the price difference between buying and selling products; Indirect price difference is the price difference of other products when this product drives the sales of other products.

In the actual promotion process, many people are afraid to meet the dealers, and they are driven out before introducing the products to the dealers. The main reason is that we haven't grasped this key point. Some salesmen quoted the dealers as soon as they came up, and when they heard, "It's so expensive, it can't be sold!" Suddenly reached a deadlock and didn't know how to go on. In fact, according to the key idea above, you can say: "The high price does not affect our business, as long as you can get a certain price difference, you can still buy it." You can also go on to say, "Boss * * here are some products with higher prices. Are they not selling well?" What we care about is sales volume, and what you care about is the price difference. ""I lend you channels, you lend me products, and everyone makes money! "

(2) Introduce products to users

Key point: what benefits can he get from using this product? What benefits do you need now?

The general steps of introducing products to users: first introduce the functions of a product, then introduce the characteristics of this product, then link the characteristics of this product with consumers' interests, and finally answer some technical questions and after-sales service questions. When introducing products to users, the most difficult thing is to judge users' concerns or interests.

A good salesman should learn Hua Tuo's motto of treating diseases: "Look, smell, ask and cut" and sell products to users and consumers.

Hope: observe customers and determine their level, quality, needs, preferences, etc. Be clear at a glance;

Wen: When listening to the customer's narrative, you must give the customer time to express yourself, listen patiently and listen with high quality. Customers don't have the patience to tell you a few times, and the important places are repeatedly emphasized. Sometimes customers even hide their real needs naturally and unnaturally, which requires the art of smell more;

Q: At present, customers only know that they need to buy something to solve the problem, but they don't know what to buy or how to do it. This requires the salesman to act as a planner and provide him with a comprehensive, accurate and most suitable planning scheme. How to do this plan well needs to know more about the customer's needs, otherwise, he can only provide the best, but not necessarily the most suitable;

Cut: actually investigate the customer's situation and know the truth. The customer's confession and answer are not necessarily correct. When appropriate, the salesman needs to inspect the customer's situation on the spot, such as decoration, and may need to make a decoration plan for him after on-site observation.

5. Don't say "no" to each other.

Some novice salesmen often don't know how to speak, and finally knock on the customer's door and say, "Are you interested in * * products?" "Do you buy * * goods?" Wait, the answer is obviously a short "no" or "no". Then I can't talk about anything.

So is there any way to make the other person say "no"?

There is a kind of scientific hypnosis in the United States: first ask some questions that make the other person have to answer "yes", so that multiple answers can make the customer form a psychological state of wanting to answer "yes" when he is really hypnotized.

The same is true of the salesman's opening remarks. Ask some questions close to the truth first, so that the other party has to answer "yes". This is the best way to contact customers, which is very conducive to the success of sales.

"Selling a topic that others can easily accept is the basic way to convince others!"

Therefore, for strange customers, it is best to talk about some problems other than commodities first, talk about speculation, and then talk about the topic, which is easy to accept.

Another simple way is to praise customers from time to time, such as ideas, energy, achievements and so on. , so that customers have a sense of satisfaction and accomplishment, and gradually achieve hypnotic effect.

6, negotiation skills

I use 20 words to summarize the negotiation skills: "Step by step, seduce step by step, be polite and restrained, be neither humble nor supercilious, and make timely moves"!

Step by step, gradually seduce: negotiations should be gradual, one problem at a time, negotiations should not be fast, negotiations should be planned and discussed well.

(1) Negotiation is a plan. Before negotiating with customers, smart salesmen will list all the negotiation steps and issues to be discussed, and arrange the order to make a preliminary judgment on some issues that customers will expect to ask.

In actual negotiations, customers are often led by the nose. The main reason is that the negotiations are not planned and have no own ideas. In the process of negotiation, if you are interrupted by a customer, you will lose the main line. After the talk, I found that I had been pestering my customers for hours about a certain problem, and I didn't mention anything else at all. The whole negotiation failed! If you plan first, proceed as planned, and the customer asks questions or deliberately tries to distract you, you only need to simply answer the questions raised by the customer and immediately return to the original steps to continue the negotiation.

(2) Negotiations cannot be fast. Some salespeople think that their negotiation is finished as soon as they have finished talking with their customers. As a result, the customer raised a lot of questions, but none of them could be solved and nothing was done.

The manager arranged for the salesman to arrange a promotion at a customer's place and settle the balance. After the salesman went, he told the customer the promotion plan and immediately put forward the matter of dealing with the money. The customer then asks the salesman a lot of market questions, and the salesman is finished when he listens! None of them can be solved, and money seems impossible.

Why? Too soon! Wrong order! Don't shake the cards quickly without knowing each other's needs. Rearrange the negotiation steps, step by step, and the result will be very different. Get to know the market situation at the customer first, and the customer will definitely ask you a lot of market questions. When the customer has finished talking about the market problems, you tell the customer to arrange a promotion after careful consideration to alleviate and solve the market problems, discuss the next development of the market with the customer, and finally put forward the matter of dealing with money. We can think about it, we are customers, will we refuse to pay? Don't do it, some don't make sense!

(3) Negotiation is a process of negotiation. Don't tell all your problems, state them one by one and discuss the solutions one by one. Don't throw out the second question until the first one is solved. Otherwise, as soon as the second question comes up, you will immediately fall into passive, fruitless and new negotiations.

(4) Negotiation is a trap game. We should deliberately set some well-meaning "traps" to lure customers into submission.

Polite and courteous, neither humble nor supercilious: respect customers, principles and moderation.

It is always right to respect customers. In his speech, Mr. Chen Anzhi gave an example of "65,438+0,000% respect for customers even if you turn your back on them". A business representative made an appointment with a customer to call at 10: 00 pm. The business representative and his wife went to bed at 8 o'clock, and the alarm clock rang at 9: 45. The agent gets up, takes off his pajamas, puts on his suit, finishes grooming, and calls the customer on time at 10: 00. Talk for five minutes. Then he took off his suit, put on his pajamas and went to bed. At this time, the wife began to ask, "Husband, what did you do just now?" "Call the customer." "You only have five minutes to talk, but you have prepared 15 minutes, let alone playing in bed. Are you crazy? " "Wife, you don't know! Turn your back on customers, 100% respect customers. I call customers when I sleep. Although customers can't see me, I can see myself! "

Respecting others is a virtue, not to mention "the customer is God". We need to listen to customers' complaints, and sometimes we need to play the role of "vent bucket". Customers usually want to talk and find an audience.

But what I want to say here is: respecting customers should be a respect in principle and an appropriate respect.

In actual sales promotion, some salesmen are completely flattering customers and dare not say "no". This is called "going too far" and "going too far"! I once had dinner with an industry representative and a client. For three hours, all the industry representatives were flattering the customer and saying, "You are great!" " "You made a big deal!" "You are a good man, and everyone praises you!" "We are most relieved that you are here!" "You are an example for us to learn!" ..... customers are also like this, dizzy, tell us about the history of entrepreneurship. Three hours passed without talking about anything.

There are also some customers who often like to put on airs in front of salesmen and make things difficult for business representatives. When you meet such customers, you can't blindly respect doing business.

I have met such a customer. He made a big deal and was our second-class customer. He has always wanted to be a first-class customer. The company went to a lot of people and felt that it was not possible for the time being. I went to visit him, and just after I introduced myself, I was scolded, "Everyone in your company is a bunch of waste! Schroeder. Schroeder. What are you still doing? " I suddenly froze! I didn't know what to say, so he repeated what he had just said. I can't help it! For the sake of company image and personal dignity, I have an obligation to re-establish the image of company personnel here from today! I said calmly and forcefully, "Manager, I know you have some misunderstandings about our company. I paid a courtesy call, so you shouldn't treat me like this. Even if we met in the street, you wouldn't treat a stranger like this. What's more, you are still making our products, you want to continue to make our products, and you still make money! You shouldn't treat me like this. If you have any questions, just say them. Times have changed and the situation has changed. Only when we discuss it together can we solve the problem! " He saw that the young man was different. He told all the complaints and reasons and offered to apologize to me! Then the business was done, and we became good friends!

In the process of negotiation, there are also contradictions between emotion and principle. Many salesmen have established good feelings with their customers. Faced with some institutionalized and standardized regulations in their work, they dare not explain directly to their customers for fear that their friendship will be destroyed. What they tell customers on some policy issues is also very rough, which makes customers misunderstand. At the end of the settlement period, contradictions also appeared, and the result ended in discord! Here I emphasize a few points:

First, policy things should not be put in place in one step;

B, don't make decisions without authorization;

C. Listen carefully to customer complaints;

D. Don't be vague about sex, but explain it carefully.

Timely shot: be good at identifying and grasping trading opportunities and reaching a deal.

(1) Find a deal opportunity

What are the opportunities for success? For example, after asking about performance, characteristics and quality, the customer then asks about the product price, without expressing any doubt, and then talks about some problems of after-sales service. At this point, the trading opportunity appeared, and you answered all the after-sales services put forward by customers, and the transaction naturally came!

When customers only talk about price, don't ask anything else, trading opportunities appear. At this time, the salesman only needs to explain to the customer "value for money, value for money" and dispel the customer's doubts about the price, and the transaction can be concluded immediately. Or after several rounds of bargaining, give up a little profit and tell customers that this is my bottom line. Don't miss the opportunity.

(2) make friends with clever words.

There is a statistic in Retail Science: 20% customers have planned to buy a certain product in advance, and 80% customers have a temporary desire to buy and make a purchase decision. It can be said that most customers buy at random, which is greatly influenced by salesmen. The introduction and service of sales staff is an important basis for their purchase decision. Salespeople mainly influence customers through language, conversation and questions. Through the study of some cases, it can be clearly seen that there is no transaction: there is no opportunity to identify the transaction, and there is no use of conversation and questioning skills to promote the transaction. So sometimes, we will say, "There is no deal, that is, you didn't say yes or say hello."

A, the most commonly used conversation skills: "two-point" conversation, that is, you only provide customers with two choices, no matter which one, you force the other party to make a deal.