How to guide customers to buy products

A classic story: an old lady goes to the vegetable market to buy vegetables and fruits every day. One morning, she came to the vegetable market with a basket. Meet the first vendor, the fruit seller, and ask: Do you want to buy some fruit? What fruit did the old lady say you had? The vendor said, I have plums, peaches, apples and bananas here. Which one do you want to buy? The old lady said I was going to buy plums. The vendor quickly introduced me to this plum, which is red and sweet, big and delicious. The old lady looked at it carefully, and it really happened. But the old lady shook her head and left without buying it. The old lady continued to walk around the vegetable market. Met the second seller. The vendor, like the first one, asked the old lady what fruit to buy. The old lady said to buy plums. The vendor then asked, I have many plums here, big ones, small ones, sour ones and sweet ones. What kind do you want? The old lady said to buy sour plums, and the stall owner said that my pile of plums was particularly sour. Would you like to have a try? The old lady took a bite and it was really sour. Her mouth was full of sour water. The old lady can't stand it, but the more sour she is, the happier she is. She bought a catty of plums at once. But the old lady didn't go home and continued to walk around the market. When I met the third vendor, I also asked the old lady what to buy. The old lady said to buy plums. The stall owner then asked you what plums you wanted, and the old lady said sour plums. But he was curious, and then asked, why do you want to buy sour plums when everyone else buys sweet and big plums? The old lady said that my daughter-in-law was pregnant and wanted to eat sour food. The vendor immediately said, old lady, you are so kind to your daughter-in-law! Daughter-in-law wants to eat sour food, which means that she wants to give birth to your grandson, so you can buy her sour plums every day, and maybe give you a big fat boy! The old lady was very happy to hear that. The stall owner asked again, do you know what nutrition this pregnant woman needs most? (Stimulating customer demand) The old lady doesn't understand science and says she doesn't know. The stall owner said that in fact, pregnant women need vitamins most because she needs to supply vitamins to this fetus. Therefore, it is not enough to eat acid alone, but also to supplement vitamins. He then asked, do you know what fruit contains the most vitamins? (Guiding customers to solve problems) The old lady doesn't know yet. The stall owner said that kiwifruit is the most abundant in vitamins, so you should always buy kiwifruit for your daughter-in-law! In this case, you make sure that your daughter-in-law gives birth to a beautiful and healthy baby. The old lady was so happy that she immediately bought a catty of kiwifruit. When the old lady was leaving, the stall owner said that I set up a stall here every day, and the fruits I bought every day were the freshest. I can give you a discount when you buy it from me next time. Since then, the old lady has bought fruit from him every day. In this story, we can see that the first peddler was eager to promote his products, did not dig up the needs of customers at all, and thought that his products were numerous and complete, but he didn't sell anything. The second supplier is smarter than the first supplier in two ways. First, his first question is better than that of the first manufacturer, which is the promotion. Second, when he tapped the basic needs of customers, he did not recommend goods immediately, but further tapped the needs of customers. When the customer's needs are clear, he will recommend the corresponding products and naturally succeed. The third supplier is a sales expert. His sales process is very professional. He first explores the deep-seated needs of customers, then stimulates their desire to solve their needs, and finally recommends products suitable for their needs. His sales process is mainly divided into six steps: the first step: exploring the basic needs of customers; Step 2: Dig the reasons behind the demand by asking in-depth questions; The third step: stimulate customer demand; Step 4: Guide customers to solve problems; Step 5: Throw out the solution; Step 6: Establish a customer relationship with the customer after the transaction. Second, from a telemarketing case to understand the skills of guiding customer demand? Let's take a look at the following three consultants' skills in exploring customer needs and their sales performance (taking the dialogue between sales consultants and customers in talent service organizations as a case role). Consultant C: Consultant C: Hello, Manager Zhang! Do you have any recruitment needs in your company? Account Manager Zhang: Yes. We are looking for an electrician. Consultant C: Would you like to consider coming to our comprehensive job fair this Saturday? 200 yuan, the effect is very good, very worth it. Manager Zhang: Sorry, this position is not urgent. Not for the time being. Thank you. Consultant c: oh! It doesn't matter. Will you call me when you need it? Manager Zhang: OK. Goodbye! Please think about what's wrong with this sales. Look at the following dialogue.) Customer B Consultant B: Hello, Manager Zhang! Do you have any recruitment needs in your company? Manager Zhang: Yes. We are looking for an electrician. Consultant B: How long has this position been vacant? Manager Zhang: It's been a while? Consultant B: About how long? Manager Zhang: Oh! It's been over half a month. Consultant b: ah! So long? So you're not in a hurry? Manager Zhang: Don't worry, the boss didn't mention it either. Consultant B: Manager Zhang, the boss didn't mention it because there were too many things to notice. But have you thought of it? What should I do if there is something wrong with the electrical appliances or circuits in the factory while the electrician is away? Manager Zhang: Silence. Consultant B: Manager Zhang, I know that your work has always been excellent, and the boss also recognizes it. Many things are not afraid of 10 thousand, just in case. If something happens in the factory and the boss finds that the electrician is not in place, it will definitely affect you. You have also done a lot for this company. If it is affected by a small matter, it will definitely not be spent. I suggest you get this electrician in place as soon as possible. Manager Zhang: What you said seems to have some truth. Consultant B: I'll arrange a job fair for you this Saturday. what do you think? Manager Zhang: OK! Then arrange one. Consultant B: OK, please find someone to send me the information as soon as possible, so that I can help you do some publicity in the newspaper to ensure that the electrician recruitment is in place. Manager Zhang: OK. Thank you. Goodbye. Please think about it. What does consultant B do better than consultant A? Where does he use every step of exploring customer needs? Which manufacturer is his sales skill equivalent to? Let's take a look at how the third consultant communicates with customers: Consultant A: Hello, Manager Zhang! Do you have any recruitment needs in your company? Manager Zhang: Yes. We are looking for an electrician. Consultant A: How long has this position been vacant? Manager Zhang: It's been a while? Consultant A: About how long? Manager Zhang: Oh! It's been over half a month. Consultant a: ah! So long? So you're not in a hurry? Manager Zhang: Don't worry, the boss didn't mention it either. Consultant A: Manager Zhang, the boss didn't mention it because there were too many things to notice. But have you thought of it? What should I do if there is something wrong with the electrical appliances or circuits in the factory while the electrician is away? Manager Zhang: Silence. Consultant A: Manager Zhang, I know that your work has always been excellent, and the boss also recognizes it. Many things are not afraid of 10 thousand, just in case. If something happens in the factory and the boss finds that the electrician is not in place, it will definitely affect you. You have also done a lot for this company. If it is affected by a small matter, it will definitely not be spent. I suggest you get this electrician in place as soon as possible. Manager Zhang: What you said seems to have some truth. Consultant A: Manager Zhang: Can I ask you again? (Valuable salespeople can't hold back) Manager Zhang: You say. Consultant A: Is the electrician you want to recruit an ordinary plumber or do you need to know something about equipment maintenance? Manager Zhang: Hey, you are a professional. There are many machines in our factory, so electricians generally need to know some daily maintenance. The boss fired the electrician in front because he knew nothing about the equipment. Consultant A: Thank you! Then you should seriously look for this person. What about the treatment you gave? Manager Zhang: 1600 yuan/month. Consultant A: Manager Zhang, frankly speaking, the salary is a little low. At present, the average plumber is probably 1, 200- 1, 600 yuan/month. If you want to know about equipment maintenance, it is generally more than 2000 yuan/month. Manager Zhang: Really? No wonder we only rented a bucket and a half of water last time. Consultant A: OK, Manager Zhang, I suggest you mention to your boss that a good electrician can save a lot of money for the factory if his salary is 2000 yuan. I'm sure your boss will understand this. Besides, a good electrician is not necessarily so good. I want to design a simple recruitment plan for you. Do you think it's good? Manager Zhang: You are too professional. I don't listen to you. Tell me. Consultant A: My suggestion is that you arrange two job fairs in 350 yuan, and we will also send you a newspaper. The advantage of this scheme is that you can concentrate on recruiting jobs on the spot. what do you think? Manager Zhang: Does the electrician want to book two tickets? Consultant A: Manager Zhang, in fact, if you book two tickets, you can get a newspaper. Considering that you are not an ordinary electrician, you may not find it on site, so it is necessary to increase newspaper channels. Our newspaper will be distributed in the main industrial zone of Jiangmen, which is a strong guarantee for your recruitment effect. This package is much more favorable than your one-on-one reservation, and it is also much more valuable. What did you say?/Sorry? Manager Zhang: That makes sense. All right. Then it's settled. After talking to you, I really want to recruit this electrician. See you Saturday. Consultant A: Thank you! Manager Zhang, thank you for your trust. I'll arrange it for you and try my best to help you put the electrician in place. Goodbye. (1, please think about what consultant A does better than consultant B? Where is his skill in discovering customers' needs? 2. What have you learned from the above three product communication cases? Three, how to guide the customer demand, make the demand from not urgent to urgent? Doctor-patient communication is the most enlightening issue. Patient: Doctor, I have a cough. Doctor: How many times have you coughed? Any phlegm? Is there much phlegm? Patient: I have been coughing for more than half a month. There was no phlegm at first, but then there was more and more phlegm. Doctor: Why didn't you come for treatment earlier? The situation is a bit serious, which may have caused pneumonia. Let's have a chest X-ray first. Patient: The chest X-ray has been taken. Doctor: Oh! There is basically no problem with the lungs, that is bronchitis. Patient: Is the problem of bronchitis serious? Doctor: Hmm! Can be big or small. You are now suffering from acute bronchitis. If you don't strengthen treatment, you will become chronic bronchitis, which can't be cured. Chronic bronchitis is very troublesome. A little physical activity will lead to severe cough and frequent cough, which will seriously affect the image. You're not married, are you? This image problem is very important. Patient: how to treat it to ensure that chronic bronchitis is not allowed? Doctor: Well, I'll prescribe you two courses of medicine first, 300 yuan. Patient: Is it so expensive? Doctor: Expensive? You cannot be cured! The delay is getting worse. It's not about 300 or 500, but about 3000 or 5000. You can't cure it! Patient: Treat it. Doctor: Come back after these two courses of treatment. It usually takes four courses of treatment to get better. Patience; Huh? ! What have you learned from this case? The way to stimulate customer demand: enlarge the problem and make it serious, urgent and necessary. ) Some experienced insurance salesmen often send some disasters to some target customers, which means that these accidents will happen to you at any time, so you can't buy insurance, so buy it as soon as possible. Some people get scared when they watch too much. Fourth, review: steps to explore customer needs (still taking the talent service industry as an example) 1. Ask questions to get basic information about customers. For example, does your company need to recruit? Recruit who? How many people are recruited? Is it urgent? 2. Through in-depth questioning, find out the deep-seated needs and the reasons behind them. For example, how long have you been missing this position? Why are you not in a hurry? Why do you think the company set up this position? 3. Put forward the problem of stimulating demand. For example, don't you think it has any influence? Have you asked the opinions of other departments? What will your boss think? What if? Why not solve this little problem? 4. Guide customers to solve problems. I suggest you recruit this position as soon as possible. I suggest you solve this problem as soon as possible. You should eliminate this hidden danger at once. 5. Throw targeted solutions.