The first step - visit before the preparation
The first face-to-face communication with the customer, effective visit to the customer, is the first step towards the success of conference marketing. Only in a well-prepared customer visits can be successful. The key to evaluating the success or failure of a marketer is to see how many effective new customers he or she develops each month, and how much the sales performance has been improved. So how do you make a successful house call?
Image of a successful visit
The idea that "if you can work, you can sell" is outdated! Instead, it's "Plan it, save it, save it, save it!" The only participant in a visit is the customer, and the only way to get ahead is to take a critical look at your efforts and decide what to do.
Visiting customers, especially the first time to visit customers, there is inevitably a little wary of each other, it is not easy to relax, so marketers should pay special attention to the first impression we leave others, the image of a successful visit can help you on the road to success.
● External image: clothing, grooming, speech and demeanor, and even the expression of action to strive for natural, you can maintain a good image.
● Control of emotions: bad mood is the enemy of success, we need to learn to remote control their emotions.
● Relationships: to remove psychological barriers to customers, the establishment of a relationship with the establishment of a bridge to communicate with customers.
● Sincerity: "Knowing is knowing, not knowing is not knowing" is an old saying that tells us the basic truth of being human.
● Self-confidence: confidence from the psychological, only to do "believe in the company, believe in the product, believe in themselves" can establish a strong self-confidence.
Contact is an important step to facilitate transactions, for the conference marketing, home visits contact is to lay the cornerstone of success. Marketers need to lay a good foundation for success before they visit customers.
Plan Preparation
1) Plan Purpose: Since our sales model is with continuity so the purpose of the home visit is to promote themselves and corporate culture rather than products.
2) Program tasks: the first task of the marketer is to transform their "strange guest" position into a "friend position" for a short time. The mind should be clear and customer telephone communication when the situation, make a preliminary analysis of the customer's personality, choose a good communication point of entry, the number of products planned for marketing, the best phone calls, send letters, communication, a one-stop service.
3) plan route: according to the excellent plan route to visit, make a visit plan! Today's customers are the continuation of yesterday's customer visits, and is the starting point for tomorrow's customer visits. Sales staff to do a good job of route rules, unified arrangement of work, rational use of time, improve the efficiency of the visit.
4) plan opening: how to get in the door is the biggest problem we encountered, a good start is half of the success, and at the same time can master 75% of the first opportunity.
External preparations
1) Instrumentation preparation: "people can not look alike" is used to caution people, and "90% of the first impression depends on the instrument", door-to-door visits to be successful, we must choose and personality appropriate clothing, to reflect the professional image. To reflect the professional image. Through a good personal image to show customers the brand image and corporate image. The best achievement is to wear company uniform clothing, so that customers feel that the company is very formal, good corporate culture.
Instrumentation:
Men wearing company uniform jacket, wearing company uniform tie, wearing dark pants, black shoes, avoid leaving long hair, dyeing and other hair problems, do not need to wear any jewelry.
Ms. wear company uniform top, wear company uniform tie, wear dark pants or skirt, black shoes, avoid hair, dyeing and other hairstyles, do not wear any jewelry.
2) Data preparation: "Know your enemy and know yourself!" To try to collect the customer information, to learn as much as possible about the customer's situation, and to organize the information obtained, loaded into the brain, as information. You can ask for advice or refer to relevant information. As a marketer, you should not only obtain the basic information about the potential customer, such as the other party's personality, educational background, standard of living, hobbies, interests, social scope, habits and hobbies, as well as the names of his close friends, etc., but also learn about the other party's current complacency or distress, such as moving to a new home, getting married, having a son, children's examination for college, or working in a tense job, financial constraints, full of stress, insomnia, poor health etc. In short, the more you know, the easier it will be to determine an optimal way to talk to customers. You should also try to get hold of event information, company information, and information about your industry.
3) tool preparation: "To do a good job, you must first sharpen their tools" A good marketer in addition to the spirit of the spirit of the deed, a complete set of sales tools is absolutely indispensable combat weapons. Taiwan's business community has circulated a saying that "sales tools are like the sword of a warrior," wherever possible to promote sales information, salespeople have to take with them. Survey shows that salespeople in visiting customers, the use of sales tools, you can reduce labor costs by 50%, improve the success rate of 10%, to improve the quality of 100% of sales! Sales tools include product manuals, corporate promotional materials, business cards, calculators, notebooks, pens, price lists, promotional items and so on.
4) time to prepare: such as in advance with the customer to make an appointment should be on time, to the customer will be too early to add a certain amount of pressure to the customer, to the party will convey to the customer, "I do not respect your" information, but also let the customer produce a sense of distrust, the best is to arrive 5-7 minutes in advance to do a good job to get ready before entering the door.
Internal preparation
1) confidence in preparation: it has been proved that the psychological quality of marketers is an important reason for success or not, highlighting their own most superior personality, so that they are loved, but also to maintain a positive and optimistic mindset.
2) Knowledge preparation: door-to-door visits is a warm-up activity before the sales activity, the most important thing at this stage is to create opportunities, the method of creating opportunities is to raise the other side of the topic of concern.
3) refusal to prepare: most customers are friendly, think about it from another perspective, usually in contact with strangers in the early stages, everyone will produce instinctive resistance and protection of their own methods, find an excuse to push back you just, not really hate you.
4) Smile ready: management of humane management, if you want others how to treat you, you must first how to treat others.
Many people always envy those who are successful, that they are always too lucky, and they are always unfortunate. As it turns out - there is such a thing as good luck, but good luck favors honest, passionate people!
Ten-minute rule of home visits
● The beginning of ten minutes: we have never met with the customer is not communicated between, but "meet three love"! Therefore, the first ten minutes is very critical. This ten minutes is mainly to eliminate the sense of strangeness and a kind of communication.
● focus on ten minutes: familiarize yourself with the needs of the customer after the natural transition to the focus of the conversation, in order to avoid the customer wariness do not add more than ten minutes. This ten-minute mainly emotional communication to understand whether the customer is our target customers.
● Leaving ten minutes: In order to avoid repeated customer home visit failure, we had better leave the customer's home within ten minutes after the focus of the conversation. Leave the customer in suspense and make them interested in the activity.
Step 2 - Determine the entrance
A good writer does not choose a pen, a good cook does not choose rice. Marketers who will blame bad tools or bad merchandise usually only have three feet to spare and won't accomplish much.
● Knock on the door: Ring the doorbell or knock on the door before you enter, then stand in the doorway and wait. The best way to do this is to knock on the door three times, in a rhythmic manner, but not too hard.
● The words: "Is Uncle XX at home?" "I am XX company's small X!" Active, enthusiastic, friendly words are the golden key to open the door of the customer's home smoothly.
● Attitude: Before entering the door must let show their attitude - honest and generous! At the same time to avoid arrogance, panic, humility, indifference, casual and other bad attitude.
● Note: Rigorous life style can represent the company and the overall level of personal, do not let the change of shoes, umbrellas and other small details affect the big things.
The third step - praise observation
The home visit process will encounter all kinds of customer groups, each customer's cognitive outlook and level of education is different, but there is one thing to emphasize - "There are no customers who do not accept products and services, only customers who do not accept the marketing staff who promote products and services, customers are in demand, only the difference between which brand of product or service to choose!
● praise: everyone likes to listen to good words to be flattered, which is called the "labeling effect". The best use of praise is the best sales weapon.
● The words: "Your home is so clean.
● level: praise is divided into direct praise (auntie you look really young), indirect praise (auntie, that photo on the wall is your son, right, looks really handsome, must be an intellectual, I believe that auntie must be a good mother with good education). Deep praise (Auntie, you look so kind, as kind and gentle as my mother) three levels, the main idea of praise is sincere, the great enemy of praise is false.
● Observation examples:
(1) If the customer's home is beautifully decorated, the house is very large, the home is very clean, there is a nanny, etc., it can be determined that the customer is a rich person, the marketer can be fully communicated with.
(2) If the customer's home is decorated with ordinary, small houses, the ground is not clean, a few children live with them, it can be fully explained that the customer is not a rich person, the marketer can be appropriate around the focus of communication.
(3) If the customer's house decoration is a kind of ancient cultural decorations, it can show that the customer is a very cultivated people, high quality, rich in cultural heritage, the marketer can communicate with its full.
● Observation: you stand in front of a family will have a feeling of their own home, this feeling is called "family flavor", this flavor is not with the mouth to taste, but with the eyes to observe! Through our observation, we can understand the customer's identity, status, hobbies, etc., so that we can be sure whether the target customer.
● Observation of the six elements: the degree of cleanliness in front of the door, the discharge of shoes at the entrance, the furniture placed in a decorative situation, family members and the atmosphere of the degree of clarity, the status of pets, flowers, birds, paintings and other hobbies, the status of the house in the sundry items placed.
Note: praise is a very good way to communicate, but do not exaggerate the praise, exaggerated praise can only leave a bad impression. For example, "Uncle you are so handsome, just like Jay Chou."
The fourth step - effective questioning
Marketers rely on their mouths to make money, all good salespeople have a set of eloquent teeth, but "the customer does not open, the gods are difficult to get down". Our goal is to allow customers to take the initiative to speak and we communicate effectively, so effective questioning is particularly important!
1, the purpose of the question, that is, through our communication to understand our customers are not the target customers we are looking for. (The marketer's question must be centered on the "four more and one less" to carry out)
2, ask questions to note:
- really grasp the purpose of the conversation, familiar with the content of their own conversations, bargaining confidence.
- Prediction and the other party to leave a good first impression, that is, efforts to prepare to meet the initial 15-45 seconds of the opening question.
- Eight tips for finding topics of conversation.
3, looking for the topic of the eight techniques:
- Instrumentation, clothing: "Auntie this dress material is really good, where did you buy it?" The customer answered: "in the international trade to buy." Marketers have to immediately react, customers in this place to buy clothes, must be rich people.
- rustic, hometown: "Listen to your accent is Hubei people it! I am also ......" marketers constantly approach the relationship with this kind of questioning.
-climate, season: "These days it's surprisingly hot, last ...... year".
-Family, children: "I heard your daughter is ......" The marketer finds out if the customer's family is good.
--Diet, habits: "I found a good taste of the restaurant, next time let's try together."
- homes, furnishings, neighbors: "I think this place is especially tastefully decorated, you are engaged in this profession?" Understand the nature of the customer's previous work and be able to determine if it is a target customer.
- Interests, hobbies: "You sing so well, really want to learn with you." Marketers can use this questioning technique to promote the company's corporate culture and deepen the customer's trust in the company.
Our company is recently running a senior university, which has a singing course, I do not know whether the aunt is interested in participating in it?
4, home visit questions must win the trick:
- - First let yourself like each other and then ask questions to each other, to each other to express intimacy, respect each other.
- - As far as possible to the other side of the position to ask questions, pay attention to the other side of the eyes during the conversation.
-Specific questions can show your professional status, ask more leading questions from small to big, from easy to difficult.
- Ask a two-choice question to help the hesitant customer decide.
--First ask the other side of the known questions to improve the professional value, and then guide the other side of the unknown questions.
-- "It's not a matter of concern", if we want to do a successful conference marketers should learn to ask customers concerned about the problem.
The fifth step - listen to the promotion
Hibernation is just for the male flight, God gave us a mouth, two eyes and two ears, is to tell us to be successful we need to talk less, listen more, see more.
1, careful listening to further understand the basic situation of the customer and consumer psychology, demand, can be insight into the reasons for real objections. In order to chat with the way, seek and customer *** Ming point, speak to master the principle of the same frequency with the customer, so that customers feel an "illusion", you and he is the same type of people, to promote goodwill, in order to produce *** vibration of the effect of the opportunity to learn more about the customer's family background in a timely manner into the customer's personalized file.
2, the answer to the prize quiz to the customer to listen to, urged to actively participate in the meeting, take the prize, the typical customer can determine some of the topics beforehand, then arranged to answer at the meeting and skillfully lead to the speech. Inform the other party, the opportunity to highlight its sense of honor, suggesting that it brings cash to participate in the meeting.
3, patience, detailed for each customer to introduce some of the company's situation, the mechanism of the product, the site of the preferential policies, choose the appropriate entry point to cast their favor, to reflect the flexibility, keep the voice sweet, seize the essence of the content to guide the customer's desire to buy.
4, on the hesitation of new customers, not to over-emphasize the product, should be to promote its understanding of health knowledge as the focus.
5, for some customers who still have not made up their minds, must not be forced, which means that the fire is not yet, you can first cool down for a while, and then communicate or return as a general customer so that the next time to invite.
Sixth step - to overcome objections
1, to overcome psychological objections: modern people must learn how to face psychological objections, so that the heart is prepared to understand the psychological objections to the existence of the root cause.
2, the objections to power: top salespeople understand that the customer's refusal is a response that should be, not not accept the products and services, but there is a brief hesitation.
3, do not let the customer speak out objections: good use of customer feelings, control the atmosphere of the conversation, the customer will be as you think, do not let the refusal to speak out.
4, change the topic: when encountering objections to avoid a poor pursuit of the customer to produce boredom, available to change the topic of the way to temporarily avoid the tension of space.
5, the use of appropriate body language: inadvertently touching the customer will also attract the attention of the customer, but also play a hypnotic role, can be very good to overcome objections.
6, one by one breakthrough: customers for more than two groups, you can use each breakthrough method to overcome objections.
7, the same position: and the customer stands on the same position, can never argue with the customer or you win or lose, will make the transaction failed.
8, to establish the image of experts: students rarely questioned teachers, patients rarely questioned the doctor, the customer is not going to refuse the experts.
Step 7 - determine to reach
Why sales of the same product business representatives, performance is vastly different? Why do the top 20 marketers always close 80% of their sales? The answer is simple: they use the same closing techniques that they use to win 100 times out of 100, but closing is the end goal not the final step.
● Seize the opportunity to close the deal: sometimes through the demeanor, speech can reveal the customer's signal to close the deal, seize these signals to seize the opportunity to close the deal.
● Deal to reach the way:
1, the invitation to deal: "Why don't you try it?"
2, the choice of deal: "You decide to go alone or the old couple together?"
3, the second level of transaction: "Do you feel that this activity is not very interesting?" "Then you will come with your old partner!"
4, predictive deal: "Auntie certainly feel the same as you!"
5, authorized deal: "Good! I will fill in two names for you now!"
6, pressing type deal: "Your diabetes are so serious still do not go to the venue to consult!"
Step 8 - thank you farewell
Will you thank the customer? For us marketers: "Each of us should have a grateful heart." Only the customer is the most important in the world, without customers you have nothing! There is no use having good sales skills.
● Time: The initial home visit time should not be too long, generally controlled within 20-30 minutes.
● Observation: according to the situation carefully observed, such as found that the customer has a frequent watch, often drink water and other actions should be timely thanks to leave.
● Concise: The old saying that a snake is a snake is a reminder that we should not make too many modifications after we have made things clear.
● Sincerity: false things will not last, be a sincere person! Use sincere compliments to make customers remember you forever!