How to open a decoration company to expand business

All skills are not as important as a good attitude, Z.

Some salesmen of home improvement companies are always bent on pursuing marketing skills, trying to find a once-and-for-all marketing method, or finding some direct and useful communication skills, which are as effective as a panacea for every customer. In fact, there are no marketing skills covering all customers in the world, and even the best skills are not as important as a down-to-earth work attitude.

Diligent attitude. Business is done, not discussed. As a salesman, you must have a diligent working attitude. Some of our salesmen always spend a lot of time communicating with the salesmen of other companies in the community, without any useful topics. They just chat all over the world, and they don't really spend much time doing business in one day, that is, they don't spend time looking for customers. This way of working will inevitably bring bad results. Making friends is one thing, but making friends is not talking to others about things that are of no practical value every day. There are also some salesmen sitting somewhere in the community who will lose some customers if they don't take the walking business model. Because the community is very large, customers go in from other directions, east and west, north and south, or if you talk about a customer, some customers will enter their home and stay in one place, so it is difficult to find more customers. We say that the key to doing business is "three diligence", that is, oral diligence, leg diligence and hand diligence. Word of mouth means that salesmen should take the initiative to ask customers and have a basic communication skill; Leg diligence means that salesmen should move around more, not just stay in one place and wait for customers, and meet customers faster than others; Manual attendance records more information and data of customers and does more things for customers.

Down-to-earth attitude Some salesmen are flexible and diligent, but they give people a feeling of instability. They often contact more customers and rooms, but the success rate is not high. The main reason is that my work attitude is not stable enough. Although I am diligent but frivolous, I can't give my customers a sense of security. Most of these salesmen have something to do with their own personality and are lively. People are willing to associate with people with lively personalities because they can give you happiness, but they often don't trust these people enough, that is to say, they usually play and communicate, but when something really big happens, people absolutely dare not let him do it. Then these salesmen should restrain themselves properly, don't form the habit of talking nonsense and joking casually, and form a practical work style for customers, so the signing rate will definitely increase.

Serious attitude. Some salesmen can contact many customers every day, but they are often not serious enough about each customer. I didn't make an appointment to see a customer or make a phone call, but I forgot it; I just don't listen carefully enough to what the customer says, and always only listen to half; Or explain things to customers, you can't do it seriously, you are sloppy. A serious attitude shows respect for customers. Not serious enough is not enough respect for customers. How do customers find people or companies that don't respect themselves enough to help them do home improvement?

In addition to the above three extremely important working attitudes, salesmen should also have the attitude of loving the company, being modest and constantly learning. Attitude is everything, and a good attitude is more important than good skills!

Cell interception is the worst method in the second quarter.

Although this chapter discusses the skills of community intercepting customers, I think community intercepting customers is the worst way of all business methods. Why do you say that? Because the competition in home decoration is fierce, and the competition in the community is more intense. A customer appeared in the community, and many salesmen from other companies flocked to it. Once a customer just appeared and was surrounded by dozens of salesmen. The customer was too scared to speak, so he had to call the police secretly. No matter how good a company or salesman is, there is no way to beat all competitors. Therefore, community interception is equivalent to "siege" and "siege as a last resort" in Sun Tzu's Art of War. We should try our best to avoid this cruel way of competition, and the so-called "going up and down, then breaking the enemy, then breaking the soldiers, and then attacking the city." Try not to engage in hand-to-hand combat with others, and try to intercept the home improvement business outside the community:

First, find a way to win without fighting, that is, to go where there are no competitors.

This is the highest level of doing business, which is equivalent to "going to war". Of course, this way of doing business is also the most difficult way. There are almost no "places without competitors" now, except for the geographical location of some communities, which most companies have not found. Although this situation is rare, it still exists. Ask yourself whether you know all the communities in the city like the palm of your hand, and whether the previous market research and property collection work are fully in place. Some companies or salesmen didn't know the property delivery information until ten days after the housing distribution in the community, so before that, some were "no competitors" or "few competitors".

The second way is to create a situation of "no competitors" or "few competitors" through our own subjective efforts. There are several ways: first, cooperate with real estate companies or property management companies to monopolize the "management right" of the community and prevent other companies from doing business; The second is to find ways to organize unit group purchases. Through early contact, group buying is formed, that is, other companies are not given opportunities. Third, through their own efforts to change the delivery time or place of the community, so that other companies or salesmen can not find opportunities to follow up in time.

As soon as some salesmen or company managers see the above three points, they immediately feel that it is too difficult to do it well or not at all. But this is the most effective way for you to avoid brutal competition. It is not impossible, but whether you dare to face difficulties and make a breakthrough. Like the first method, it is applied by some big companies. They pay a certain amount of money in the community, and then let the property arrange security personnel to keep the business personnel of all other companies out of the community and never let them in, thus creating more opportunities for themselves. The second method, many companies want to apply, but they don't know which units have bought houses, and the information is not clear, so there is no solution at all. The most important thing is that they don't collect real estate information carefully enough, so we must strengthen this work. Market research is a very important job. Did you do it or not? Another way is to cooperate with institutions that buy houses. Now, in most cities, some media or organizations organize scattered customers to sign up for a group to buy a house. Have you established contact with such media or organizations? The third method is not impossible. Home improvement companies cooperate with real estate companies or property management companies in the community to organize "lectures on new house decoration knowledge" before housing distribution, or to kill other companies unexpectedly before housing distribution.

Second, instead of fighting behind the scenes, it is better to push marketing to the key front.

As we know, when the community delivers the house, the number of customers is the largest, so most companies put their time and energy into delivering the house. However, the delivery of houses in the community is also the most competitive time. When is the competition not fierce? It was before the delivery of the house in the community. What will happen after handing over the house? As a customer, he often struggles with the salesmen of many companies at the same time, which not only increases his choice, but also causes his "sales aversion". Some customers received many contact calls from salesmen one day, and he had to rudely refuse every business call, because he really couldn't stand this endless harassment. However, before the housing distribution, customers really wanted to know some information about home improvement because the salesmen had little contact or harassment, so they were generally polite and serious. So we launched a marketing campaign before the housing distribution, which I call "advance marketing". We should be the first person to contact the customer and the first person to call the customer, so that the customer will rarely have a rude refusal, because he has not yet formed a "sales aversion."

"Advance marketing" is also quite difficult and not easy, so some companies are reluctant to do these "gnawing bones" and always choose the easier "community interception method". As we all know, "advance marketing" is gnawing at a big bone. As long as this layer of ice is broken, the business behind it will be very easy to do; Community interception is "gnawing at small bones", and almost every time it intercepts customers, it is "gnawing at small bones". Accumulated, it will form a difficult situation in which community business is not easy to do.

So what are the ways of "advance marketing"?

1. Make marketing preparations two months in advance, mainly by cooperating with real estate companies or property management companies, getting the telephone list of customers two months before the handover, and then conducting business through "home improvement consultation meeting" or "telephone communication one by one", and basically completing the marketing work one month before the handover. This method is not difficult, especially in China, where the legal system is relatively comprehensive, and the rights of real estate companies or property management companies are quite large and completely operational. And the cost is not very high, generally not more than several thousand yuan.

2. Advance marketing to the time of buying a house. First, do the work of director, launch "buy a house to send home improvement activities", which can also be aimed at existing home sales and will also promote real estate companies; The second is to be a salesperson. Sales staff will mobilize customers to get to know your company when they buy a house, or ask customers to pay a part of the decoration deposit in advance. Of course, there must be some concessions. These two ways of cooperation are also an extension or value-added service for real estate companies, which is beneficial.

Third, instead of facing competition in the new community, it is better to move the marketing location to the customer's old house or office.

If the above two points are difficult for home improvement companies or salesmen to operate, then there is another way, that is, to find out the customer's work unit or the address of the original old house and transfer the marketing location there, which can also effectively avoid the brutal competition in the community. Of course, there are certain conditions for this operation, such as commercial housing, and it is difficult for us to know the address of the customer's old house. Mainly some units raise funds to build houses or buy houses collectively. At present, this situation is still very common in some areas of our country. Sales staff can go to these units to do marketing work in advance, or go to their old dormitory to do publicity. At this time, there are few competitors and the success rate is generally high.

Section 3 Be a Wolf in the Shopping Mall

If none of the above methods can break through, or you don't want to break through, then you have to choose the mode of "community interception of customers". If we choose the mode of community interception, we must be wolf-like and do our best in the mode of community interception.

First, let's look at some descriptions of wolves:

1, never leave. When hunting prey, wolves often encounter desperate resistance from prey, and some large prey sometimes hurt the lives of wolves. However, as long as the wolf locks in the target, no matter how far it runs, how long it takes and how much risk it takes, it will never give up, and it will never give up until it catches its prey.

2. Smell and observation of sensitive taxes. Wolves always keep a high degree of vigilance, pay great attention to the changes in the surrounding environment, pay attention to any opponents and prey that appear in sight, and never miss any opportunity to attack. The wolf's keen sense of smell makes it better at seizing opportunities. It never stays because the land is fertile, but because the land is barren and deserted. It can always catch food in various harsh environments and conditions. It shows great vitality and adaptability.

3. Take the initiative. Natural selection, survival of the fittest In order to survive in the cruel animal kingdom, wolves never wait for a rabbit, but actively observe and look for targets and prey, actively attack all objects that can be attacked and captured and kill them.

There are many wolf souls. Here we choose a few points. Every salesperson should learn the spirit of the wolf, be brave in attacking, and carry out business with perseverance:

First, marketing should be wolf-like, and every customer should be spared.

Many of our salesmen complain that the home improvement business is not easy to do. Actually, it's not. We divide the salesmen in the community into three types: one is that when the customer comes to the community, he stands still. Whether it is a new customer or an old customer, new customers don't communicate and old customers don't say hello. This kind of salesman can muddle along. The second kind of salesman, he first observes and waits for other salesmen to pass by. He didn't want to rush up first, so we called him an idiot. There is also a salesman who follows the customer slowly when he sees him coming. As a result, customers either get on the bus or close the door after entering the building, thus losing the opportunity to do business! We call this salesman Dr. Slow. There is only one kind of salesman. When he sees a customer, he will run up to stop the customer and communicate like a hungry wolf sees a lamb. This kind of salesman is often the most aggressive in the home improvement industry.

Let's look for customers. The number of customers we can reach in the community every day is limited. Sometimes the opportunity is bad, and we don't even see a customer a day. Therefore, when customers appear, we must seize the opportunity and never let go. At the same time, we should have the fastest speed and always be the first to rush up and form the first impression.

Second, the competition should be wolf-like, and all competitors should be defeated.

The most obvious feature of doing business in the community is that a customer may be targeted by many salesmen at the same time. At this time, some salesmen took the initiative to retreat after saying a few words to customers and gave them to others; Some salesmen left with the crowd passing a document; Only a few salesmen firmly grasp customers and always drive away other salesmen; Some salesmen don't take the initiative themselves, but complain that other salesmen are too overbearing and don't give everyone equal opportunities. In fact, doing home improvement business must be overbearing enough. Once you are weak, once you give in, you give the customer's time to him. When you go up again, the customer has no time or is already upset.

Competition is like this. You gave others a chance, but you lost it!

If you don't hit him, he will hit you!

Therefore, to do community business, we must be domineering.

Third, the follow-up should be wolf-like, and there must be tenacity to stick to the end.

After the community intercepts customers, it is necessary to continue to follow up the customers who left their phone numbers. Some salesmen who are not successful in business often get impatient when following up with customers. I contacted the customer once or twice, but the customer never gave a clear answer, so I stopped contacting in time. It is precisely because of his inflexible follow-up that he lost many prospective customers.

Like wolves, we will continue to follow up every customer who leaves his phone number until the customer signs the decoration. Many customers are moved by the salesman's constant follow-up, and some customers will feel a little embarrassed. With these psychology, customers are often embarrassed to have too much bargaining when negotiating, and the signing price is higher than that of customers who quickly measure the house. There is a study on the limit of rejection times in the marketing field, and it is finally found that people generally refuse others no more than 7 times, so 7 times is called "rejection limit". Therefore, we advocate that the home improvement salesman should follow up the customer more than 10 times, which exceeds the "rejection limit" of the customer. No matter whether there is a result in the end, you will have a clear conscience!

The king of insurance promotion in Japan followed up with a customer 15 years. The client is dead. He's going to follow up. Finally, the client's child signed a big order with him.

Fourth, we should have the courage and wisdom to be a wolf king and set up our own business team.

Among the home improvement salesmen, many salesmen just bury themselves in their own business and don't think of establishing their own business team. Except for a few people who are business managers or supervisors in the company.

If you want to do a good job, it is difficult to do it by yourself. We should be good at building a business team for ourselves, not just relying on personal ability to operate. In the interpersonal network and customer network you have established, you should be good at turning these people into your team members and let them work for you. Many excellent salesmen, when their information is not very comprehensive, let the staff or security guards of property management companies collect information themselves. Once the house is delivered in advance or postponed, or there is any activity in the community, the intelligence personnel will immediately inform him; Some salesmen have also set up some telecommuters for themselves, developed some community information workers and information workers in other counties and cities outside this city, or directly developed part-time salesmen, thus expanding their business to surrounding counties and cities.

The fourth quarter residential intercept customer skills

When the salesmen of most companies intercept customers in the community, they always report that community business is difficult to do because there is no corresponding strategy. The fact is not the case. The key is that their company has no corresponding selling point. If you can make your company really different from other companies and have its own competitive advantage, then community interception can still achieve good results.

Some companies have no corresponding price advantage, excellent designers, average construction ability and no special after-sales service. Even the company's publicity materials are very simple, the salesman himself is not standardized, and the quality is also very general. Imagine, how do you do a good job in home improvement business? Therefore, I often advise those salesmen that if the home improvement company has no characteristics and the company management is not standardized, you should resign as soon as possible, otherwise it will only delay your earning and development. Therefore, if the home improvement company wants the salesman to show his performance, it must first ask itself: What are the characteristics (advantages) of our company, and what places can support the salesman's work? We just want to make the salesmen do badly, and our company doesn't develop the corresponding advantages. Such a company is simply not worth doing.

First of all, before talking about business, ask three questions:

1. What are the characteristics of our company and what quality services can we provide to our customers? (There must be a company selling point)

Is the price of our company lower than others, and is our home service the most cost-effective?

Is the construction quality of our company better than others? What management methods and measures does our company have to ensure the construction quality? Do we have our own characteristics in design? Do we have our own design exhibition hall? Do I carry with me a design atlas that can represent the design level and style of our company?

Does our company have corresponding supporting products or services?

How to do our after-sales service? What are the unique things? How can we ensure that after-sales service is in place?

What are the advantages of our promotional materials?

Of course, these jobs can't be done by salesmen themselves, but salesmen should be able to integrate all the selling points of the company, that is to say, they should be able to tell their own advantages. Some companies do well in some aspects, but the salesmen themselves lack the corresponding ability of text organization, so they are not perfect. Therefore, the home improvement company should introduce the marketing words of the company's advantages to a salesman, so that each salesman can recite them. Then, in the process of communicating with customers, the salesman must show all the advantages of his company to customers, so that customers can have the yearning psychology and the psychology of "I must visit this company".

2. What characteristics do I have and what quality service can I provide to my customers? (Be sure to form your own characteristics)

This is the salesman's own factor. Good company is not enough. I must be the best myself. So is my dress image the best? Does my business card reflect my characteristics? What services can I provide to my customers? Is my language communication ability in place? Do I know my professional knowledge comprehensively enough? ……

3. Should I talk about this customer? Do you want it or do you have to?

Ask yourself again, do I really want to do this business? I'm afraid the client will refuse? Do I want or have to talk about this customer? Can I resist all difficulties and catch this customer?

Second, we should be fully prepared to talk about business.

Any successful career is the result of careful preparation in advance, and opportunities will never come to those who are not prepared! Therefore, before talking about business, or before going out to do business every day, every time you meet with customers, you must check yourself.

1, check the briefcase.

Do I have a business card? Are there enough business cards? I distribute business cards widely every day. It is disrespectful to customers not to give them business cards. People without business cards are not professional salespeople.

Did I bring promotional materials? Is there enough publicity material?

I also want to bring a tape measure so that I can measure my own house or lend it to my clients. Did you bring my pen, notebook, mirror, comb and paper towel?

2. Prepare business explanation materials (preferably atlas)

Most of the salesmen of home improvement companies go out to take action, that is, bring some publicity materials of the company. I don't think this is enough. What can attract customers? It is something specific, such as the design scheme, the project budget of the customer's community, or the company's recent promotion activities. We know that the first step of business success is to attract customers, so the salesman should introduce the corresponding business explanation materials for specific customers. It is best to prepare the following information:

Interpretation and analysis of all units and companies in this community.

The most representative design photo collection of the company.

The company's recent preferential promotion measures

Ideally, all this information should be concentrated in one binder. The first page is the company's recent promotion activities, followed by the specific apartment type, scheme and budget of the community, and then the introduction of the company's brand advantages, management scheme and home improvement service process. This exquisite business instruction manual will be the best communication tool for customers. Because what a salesman verbally expresses is often considered unreliable by customers, then we can write it clearly in black and white in the business explanation manual, which will naturally increase its persuasiveness. At the same time, a set of good business explanation manuals is also a good supplement to the communication ability of salesmen. Even if the salesman has limited communication skills, he can read it to the customer while reading it.

If the company can design a set of good business explanation materials for salesmen, the salesman's ability to sign bills will be improved by at least 50%, which is the simplest way.

3. Prepare sample rooms (prepare 1-3 sample rooms before going out every day).

The model room is also a tool, so the salesman should prepare one or two model rooms for himself before leaving every day. This work should be arranged by the business director or company manager. According to the geographical location of the salesman's community, arrange suitable model rooms for customers to visit. A salesman who wants to make achievements must prepare a model room for himself, because he is your indispensable communication tool.

4. Understand the community information (room type, area, house price, park landscape planning, community home improvement regulations, community decoration information).

The more you know about your neighbors, the more opportunities you can create for yourself. For example, some customers don't know where the property is, and the salesman can show him the way, or take him there, or introduce him to the property staff he knows; Some customers want to buy something in the community, and the salesman can point out the location of shops and hardware stores in the community for him; Some customers want to find some maintenance personnel, some customers want to find some porters and wall breakers, and some customers want to know about the future planning of the community. If you have, you can be a customer's information officer, shopping guide and translator. Through your careful service, you can strive for more opportunities for yourself and make more customers.

5. Check your image (clothes, hairstyle, smile).

Third, the specific skills of intercepting customers in the community

1, do some activities by yourself first, don't always sit in one place, let your body and mind be in the best state at all times, and keep some excitement and enthusiasm. Because the salesman has been in contact with customers for a long time, his excitement and enthusiasm will inevitably decrease, so it is necessary to cultivate his excitement and enthusiasm through physical activities, because only when you are excited will you be more infectious when you communicate with customers.

2. When you see customers, you should be the first to rush up and try to prevent others from contacting customers. The specific method is to communicate with customers constantly, without giving other salesmen a chance to interrupt, and always accompany customers until they get on the bus or leave the community or go upstairs to close the door.

2. If you are not the first person to contact customers, you should try to get involved and gradually form your own position. The specific measures are to compare other salesmen through their own professional knowledge, or to take out the business explanation tools they have prepared and give them to customers. Because your tools are more distinctive, you can naturally attract other people's customers.

3. During the conversation, try to attract customers, either go to the customer's room to communicate alone or take him to see the model room. We must create opportunities to get along with customers alone and get rid of other salesmen. Once you and the customer enter his house, you should close the door first to prevent other salesmen from rushing in, and you won't take the initiative. When necessary, two salesmen can cooperate, one salesman goes in to communicate with the customer, and the other salesman holds the stairs outside to prevent other salesmen from going in to harass.

4, first try to measure the room, the room can not be measured, write down the phone number, you must send information and business cards if you can't remember the number. In short, you can achieve your business goals from high to low.

When there are few customers in the community, you can't wait for customers, but you have to take the initiative.

1) sweep the building

2) We can cooperate with other salesmen, one sweeping the building and the other in the park, and both parties can exchange information.

6, grasp the customer's time

Generally speaking, there are many owners in the community on Saturday and Sunday. Usually, everyone has to go to work and may not have time to see their houses in the community. In addition, don't rest at noon, and try to solve lunch in the community. Customers will come to the community after work at noon, and other salesmen will go out to eat. You must stick to your post and seize the opportunity of "few competitors" Finally, don't rush off work at night. Some busy customers will come to the community after work. You must also seize this opportunity to reach out to more customers. As long as you are diligent enough, you will naturally do more business than others.

7. Basic presentation skills

When communicating with customers, we should also master some basic communication skills to achieve unexpected results. Here we introduce three more effective customer communication skills:

1) I'll give you a brief introduction to the process of home improvement (holding a business explanation atlas)

2) I'll provide you with some information about the merchants who have been engaged in promotional activities recently (salesmen can usually pay attention to the information about the recent promotional activities of various merchants, and appropriately disclose this information to new customers, which can often attract new customers)

3) I recommend some money-saving schemes for home improvement (recent promotion, our company's promotion and supporting concessions, and recommending customers to participate in group buying, or introducing some ways to save money from design).