Sales pitch is actually a persuasion skill, and it is a process in which a salesman makes the other party change his point of view through information transmission. How can we make the other person change his attitude? The most effective way is to grasp the psychological needs of the other person and use these needs to formulate persuasion strategies, thus changing his attitude. Now I'll bring you sales skills and vocabulary. Welcome to reading.
Sales skills and words 1 first: sense of security
People always seek advantages and avoid disadvantages, and inner security is the most basic psychological need. Persuading customers with safety is the most commonly used sales language. This kind of persuasion can be seen everywhere, for example, in the insurance sales speech, it is basically persuaded from the starting point of protection. For example, selling a house, telling customers that prices are rising, house prices are rising, and funds are shrinking, is not as safe as investing in a house. Another example is selling equipment. Buying this device can make the customer experience better and attract more customers. If you don't buy, your competitors will buy and take away your customers. The opposite of security is fear. If safety can't impress the customer, you might as well scare him with fear. Scaring may be the most effective selling method.
Second: sense of value
Everyone wants his personal value to be recognized. Grasping the sense of value is also a key point.
Third: self-satisfaction.
Self-satisfaction is a higher level demand than personal value. I am not only valuable, but also have my own style and characteristics. This is also a common persuasion point in sales promotion.
Fourth: love and affection.
Needless to say, love is the greatest need and desire of human beings, and it should also be the persuasion point of selling words. Pro-emotion is another persuasion point in selling words, and everyone needs pro-emotion.
Fifth: sense of dominance
I control my life, and everyone wants to show their dominance. This sense of dominance is not only a kind of control over one's own life, but also a kind of confidence and security in life. This is the hidden demand of people, and it is also the persuasion point of selling words. Many times, people's sense of strength is manifested in the domination of wealth.
Sixth: root feeling.
This is a relatively advanced psychological demand, especially for some middle-aged people who have achieved something and experienced ups and downs, returning to their fundamental feelings is their pursuit. It was a good sales talk for them. This is a psychological need that is difficult to grasp. It is the kind of mentality that returns to nature after prosperity and is practical after vicissitudes.
Seventh: sense of belonging
Everyone should have a sense of belonging, otherwise that heart may be in an anxious state. Who am I? What is my group? Which group should I belong to? This is what everyone has to understand all his life. So there are many labels such as successful people, fashionable youth, housewives and petty bourgeoisie. Everyone under each label should have a certain lifestyle, and the goods and consumption they use all show certain sub-cultural characteristics. Combining the product with this label and taking the product as a symbol of the target group is the focus of the sales speech.
Eighth: the feeling of immortality
Although life will come to an end, no one will expect that day. Fear of death, fear of getting old, fear of losing face and fear of eternal love constitute people's pursuit of immortality. Some people spend money on fame, some people spend money on health, and some people spend money on face. Through this demand, it is also a common way to convince customers with sales words. When you associate the product with the immortality he pursues, your sales words will easily impress him.
Sales skills and vocabulary II. What is sold in the sales process?
Answer: myself.
1, joe girard, the world's number one car salesman, said, "I'm not selling my Chevrolet, I'm selling myself";
2. Sell yourself before selling any products;
3. There is an important bridge between products and customers: salespeople themselves;
4. In the face-to-face sales process, if the customer doesn't accept you, will he still give you the opportunity to introduce the product?
No matter what you tell your customers, your company is first-class, your products are first-class, and your service is first-class, but if your customers look at you like a fifth-rate person and listen to what you say more like a layman, then, generally speaking, customers will not want to talk to you at all. Will you do well?
6. You should make yourself look more like a good product.
7. Dress for success and dress for victory.
Salespeople's investment in image is the most important investment for salespeople.
Second, what is sold in the sales process?
Answer: concept.
1. Is it easier to sell what you want or what customers want to buy?
2. Is it easier to change customers' ideas or to cooperate with customers? 、
Therefore, before selling your products to customers, try to understand their ideas first, and then cooperate with them.
4. If the customer's purchase concept conflicts with the concept of the products or services we sell, then change the customer's concept first, and then sell.
It is the customer who pays for what he wants to buy, not you; Our job is to help customers buy what they think is most suitable.
What did you buy in the process of buying and selling?
Answer: Feeling.
1, whether people buy or not is usually dominated by a decisive force, that is, feeling.
2. Feeling is an invisible and intangible key factor affecting people's behavior.
3. It is a synthesis of interaction between people and between people and environment.
If you see a high-grade suit with good price, style and fabric, you will be satisfied. But the salesman doesn't respect you when he talks to you, which makes you feel very uncomfortable. Will you buy it?
If there was the same suit in the stall next to the butcher in the vegetable market, would you buy it? No, because your feelings are wrong.
5. Enterprises, products, people, environment, language, intonation and body movements will all affect customers' feelings.
6. If you can create a good impression on the customer during the whole sales process, then you will find the "key" to open the customer's wallet.
4. What is sold in the process of buying and selling?
Answer: benefits
The advantage is that it can bring happiness and benefits to the other party and help him reduce or avoid any trouble and pain.
1, the customer will never buy because of the product itself, but the customer buys the benefits that can be brought to him through this product or service.
Second-rate salespeople sell products (ingredients), while first-rate salespeople sell results (benefits).
3. For customers, customers will only buy if they understand what benefits the product will bring to them and avoid any trouble.
Therefore, first-class salespeople will not pay attention to how much benefits they can get, but to how much benefits customers will get.
When customers get tangible benefits from our products or services, they will put money in our pockets and say thank you!
5. What is the customer thinking in the face-to-face sales process?
Answer: six eternal questions in the customer's mind when selling face to face?
1, who are you?
2. What do you want to talk to me about?
What's good for me from what you said?
4. How to prove that you are telling the truth?
5. Why should I buy it from you?
6. Why should I buy it from you now?
The customer may not ask these six questions, but he will think so subconsciously.
For example, the moment a customer sees you, his feeling is: I've never seen this man before. Why did he come to me with a smile? His subconscious is thinking, who is this person? When you walked up to him and opened your mouth to talk, he thought, what do you want to tell me?
When you spoke, he thought to himself, what's wrong with me? If it is not good for him, he doesn't want to listen, because everyone's time is limited, and he will choose to do what is good for him. When he thinks your product is really good for him, he will think, did you lie to me? How to prove that you are telling the truth?
When you can prove that the benefits are real, he will definitely think, this product is really good, is there any better one elsewhere, or will others sell it cheaper? When you can give him enough information to let him know that buying from you is the most cost-effective, he will definitely think, can I buy it tomorrow and next month? Can I buy it next year? Therefore, you must give him enough reasons to let him know the benefits of buying now and the losses of not buying now.
Therefore, before visiting your customers, you should treat yourself as a customer, ask these questions, then answer these questions, design the answers and give enough reasons, and customers will buy what they think is best and most suitable for you.
Six, how to compare with competitors?
1, don't belittle your opponent.
If you belittle your opponent, it is possible that the customer has a relationship with his opponent. For example, his friend is using his opponent's products now, or he thinks his opponent's products are good. If you belittle him, it shows that he has no vision and is making mistakes, and he will immediately resent it.
Never belittle your competitors, especially when their market share or sales are good, because if they really can't do it well, how can they become your competitors? Your unrealistic demeaning of your competitors will only make customers feel that you are not trustworthy.
When it comes to opponents, say that others are not good, and customers will think that you are guilty or have quality problems.
2. Make an objective comparison between your three strengths and your opponent's three weaknesses.
As the saying goes, every commodity has its own advantages and disadvantages. When introducing products, we should compare our three advantages with each other's three disadvantages. Even if the products of the same grade are objectively compared by you, the level will immediately appear.
3. Emphasize unique selling points.
Unique selling point is our unique advantage, but our competitors don't. Just as everyone has a unique personality, any product will have its own unique selling point. Highlighting and emphasizing the importance of these unique selling points when introducing products can increase the chances of successful sales.
Seven, although the service is after the transaction, but it is related to the success and referral of the next transaction, then, how can we make our after-sales service satisfy customers?
Answer: Your service can impress customers. Service = care.
Care is service. Some people may say that the concern of salespeople is false and purposeful. If he is willing to care about you purposefully all his life, will you?
1, three services that impress customers:
Take the initiative to help customers expand their careers: no one likes to be promoted, and no one refuses others to help him expand his career.
Sincerely care about customers and their families: no one likes to be promoted, and few people refuse to be cared for by others.
Do something unrelated to the product. Service: If your service is related to your product, customers will think it is appropriate. If your service has nothing to do with your product, then he will think that you really care about him, it is easier to impress him, and it is the most effective to impress customers.
2. Three service levels:
Service: You and your company have done everything they should, and customers think you and your company are OK.
Edge service (optional service): You did it, and customers think you and your company are very good.
Non-sales-related services: You have done it, and customers think that you and your company are not only partners in the mall, but also customers regard you as friends. This kind of human relationship can't be snatched away by competitors. Is this the result you want?
3. Important beliefs of service:
I am a server, and my service quality is directly proportional to my quality of life and personal achievements.
If you don't care about and serve your customers well, your competitors will do it for you.
First, consumers buy home computers. Most consumers who buy home brand computers don't know much about computers.
Therefore, the focus of computer sales is to help consumers buy a computer that meets their own needs and suits their own situation. In this way, all promotional activities should be carried out around this sales focus. The core of sales is to let consumers really know what kind of computer they need and what kind of computer they should buy when buying a computer. This job can be handed over to the sales terminal and solved by the sales staff.
Through one-on-one face-to-face communication, sales staff help consumers to further clarify their needs, and then provide consumers with purchase suggestions that can meet their needs.
Secondly, at present, most home brand computer manufacturers pursue the new and peculiar effects of audio-visual experience in promotional activities, and the sales speech also focuses on the performance of products and the quality of gifts they send, without really understanding the needs of consumers.
Therefore, doing a good job in terminal sales is a shortcut to establish a competitive advantage in a short period of time (although this competitive advantage is easy to imitate), because doing a good job in terminal computer sales is easy and fast, and it can also quickly increase sales. Training for terminal sales staff, the main contents of training are consulting sales, basic sales skills and sales skills.
Consulting sales is more about solving conceptual problems, allowing salespeople to consider problems from the perspective of consumers. Obviously, it is not to sell computers, but to help consumers choose a computer that meets their needs. The basic skills of sales are more about solving technical problems, especially face-to-face communication skills, so that salespeople can deeply understand the needs of consumers through speaking, listening, asking and answering, eliminate all kinds of sales disputes raised by consumers in the communication process, and finally realize sales. Remember, execution is very important here.
Through the above adjustments, it is at least a short-term increase in computer sales. Next, computers will become the main educational tools and important entertainment tools for many families in China. With the increasing popularity of home computers, the market for computer peripherals, computer maintenance and computer education and training will continue to grow. Therefore, taking service as a link to provide consumers with more computer peripheral products and services will undoubtedly become a new profit growth point for all sales terminals, which is not only in line with domestic families.
Computer knowledge training, computer operation training and other education and training are all highly valued by consumers, but this is not enough for many businesses now. At the same time, the after-sales service pressure of household brand computers is relatively heavy, but the main reason for the poor after-sales service at present is that consumers are not at a loss. From this perspective, education and training is an effective means to reduce the cost of after-sales service.
Before customers enter the store, we should enter the welcome state:
1, welcoming guests is our first impression to customers.
Welcome guests-its biggest goal is to make customers feel comfortable when they enter the store, and don't let customers feel strange, confused and alienated from us at once;
2. Find the right time to approach customers.
According to the store practice: customers will be received as soon as they enter the store, and the first sentence of reception usually has these four kinds:
"Can I help you, sir?"
B, "What kind of products do you need, sir?"
C, "What price do you need, sir?"
D, "Look around first, sir, and call me if you need anything!"
How to answer such an interview? The answer is often: I'll just look around first! Or pretend not to hear. Then, there will be a layer of communication "ice belt" between the shopping guide and the customer, and then the introduction will be stiff or even embarrassing. Of course, the difficulty of promotion will also increase.
In fact, customers come into the store for a certain purpose. Before they find the target or the product that they are slightly interested in, the shopping guide will intervene in the customer's thinking range in advance-even introduce the product endlessly, which is often rejected by the customer's current psychology.
;