Selling eloquence

Chapter 12 Talking to each person is wonderful for various types of customers (3)
Salesperson: "I think maybe he forgot to explain or did not explain in detail enough. In fact, insurance will not lie, but there are many contract terms that we have not noticed. For example, when we break a bone, we all like it. I don’t want to go to a Western doctor to put plaster on a Chinese medicine doctor, but if I find someone who is not licensed as a Chinese medicine doctor, the loss outweighs the gain.”

Customer: "That's right!"

Salesperson: "These are clearly recorded in the terms of the contract, and they are also legally binding. As long as they comply with the regulations, the insurance company will definitely act in accordance with the law!"

In actual sales, salespeople often encounter the above-mentioned customers who do not trust the salesperson. They always frown and sweep the salesperson with suspicious eyes. This is a suspicious customer.Suspicious customers are suspicious for several reasons:

(1) Wary of sales staff.Suspicious customers bought low-quality products because they believed in "sweet words" in the past, or they used to have a thin face and made transactions on the spot after a burst of onslaught.Now when I see a salesperson, I feel a sense of disgust. Worry and suspicion are the external manifestations of this feeling.

(2) Customers are too thoughtful.They have to make a comprehensive inspection of the product's quality, model, and after-sales service before they can make up their minds.The reason why such customers have such behavior is generally due to their economic situation.If the commodity he wants to buy accounts for a considerable proportion of his income, then only when it is "perfect" can he feel that "the money is worth the money", and he needs premise assurance and confirmation.This is something he has to get before he decides for himself, his financial condition makes him unable to trust others, he just needs to look at the facts.

(3) Been cheated.This type of customers had previously believed too much in the manufacturer's propaganda, or had lost big profits because of small favors. After being deceived repeatedly, their vigilance increased greatly, and they were very cautious in trading again.

This type of customer has suffered a large loss before, and this loss is entirely caused by his own "good intentions" and gullibility.A "big hit" is enough to make him change his view of all salespeople.

In the face of suspicious customers, the salesperson should give people a frank and honest feeling in their attitude, and pay attention to the tone of their speech. They must not be elated and saliva, so that they will have a flashy impression, and then have the same attitude towards the products you introduce. a feeling of.

You can properly express your agreement with their opinions, and even take the initiative to admit some "minor problems" of the product. Of course, this is harmless and will definitely not affect the use of the product.For example, you can say something like: "Yes, although the quality of our products is top-notch, there is room for improvement in their styles!"

For those clients who need evidence, you can show all the evidence you can find to prove to them that what you say is not adulterated.You can ask him to look at the award certificates, certification certificates from authoritative organizations, and commendatory articles published in the media. I believe these will convince him.

11. Deal with inquiring customers

The idea always follows the customer... It is difficult to penetrate your own ideas into the customer's mind, and often miss the valuable key points that the customer needs for your sales.

— Rich Porter

Some customers like to get to the bottom of everything. As long as he opens his mouth, no matter what the salesperson says, he will ask questions. He keeps asking questions, as if they are endless.

Customer: "The things in your store are well packaged and often make customers very satisfied. Is it the same for the things inside?"

Sales staff: "This is the tradition of our store since its establishment 50 years ago, and it has always been like this."

Client: "What is your tradition?"

Sales staff: "Most of the customers who visit our store are very elegant people, so the elegant atmosphere of our store has been formed. × Magazine has also reported this. It is because we have such customers in our store that we respect the traditional atmosphere and regard it as our store. business policy."

Customer: "Well! That's right! But why..."

Some customers keep asking questions like this, and the sales staff may classify such people as difficult customers, but this kind of customers cannot be generalized.Customers who pursue the bottom line like this can be roughly divided into four types:
(1) Customers with childlike curiosity.

(2) Possess a scholarly self-cultivation attitude, and like to explore the things you care about.

(3) By nature, I belong to people who like to pursue and chat. Most of this type of customers are women.

(4) Due to the relationship of personality, it is always necessary to investigate to the end to find out. Most of this type of customers have a sense of inferiority.

When encountering the above-mentioned types of customers, the salesperson must first find out why the customer is pursuing the root cause, and then deal with it in order to successfully complete the sales task.

The type (1) type of customer doesn’t pay much attention to the facts. As long as the salesperson explains to him and makes him feel a sense of identity, he will feel satisfied, just like dealing with a child-like answer.

For customers of type (2) and type (4), the salesperson must produce evidence to prove that it is indeed a fact.

For the (3) type of customer, as long as the salesperson talks to him about how to deliver the goods and some criticisms from the market, he will be happy to listen.

The type (2) type of customer may ask you: "Why do customers like to buy the same product from your store?" You can answer like this: "I think customers probably know about this. In the region, we have four branches in total. Originally, the wrapping papers of the four branches were different. However, during the holidays, we found that customers did not like to use the wrapping paper of one of the branches, so we invited a research institute of a certain university to I did a market survey for us and it turned out that people didn’t seem to like buying gifts in that branch. That’s why we decided to replace all the wrapping papers in all branches and head office with the popular wrapping paper.”

To deal with the problem of the (4) type of customers, you can say this: "I don't know why this store has a higher style, but according to the research results of universities, people with better demeanor and knowledge, especially middle-aged people , the more you pay attention to tradition and pay attention to tradition. Because the small shop has a long history, everyone is somewhat nostalgic for this shop, but your question really confused me."

Talking about your own achievements like this can also satisfy the other party's sense of superiority and attract customers more.In short, the customer's thirst for knowledge must be satisfied before the transaction can be concluded.

12. Deal with critical customers
Extend the attitude of loving others to everyone.Especially don't forget what Verologas said: "I've never met a hater." And try to live up to this belief.

—Robert Shook
Under normal circumstances, those picky customers are very suspicious and have always distrusted the sales staff. They think one-sidedly that the sales staff will only exaggerate the advantages of their products and cover up the shortcomings and shortcomings as much as possible.Most of the critical customers are not easy to accept other people's opinions, and they like to find the bones in the eggs, strive to win, and like to debate with the salesperson face to face.

When dealing with such customers, the salesperson must know how to adopt a roundabout tactic, first confront him for a few rounds, but it must be enough, and finally declare "surrender" deliberately, pretend to be defeated and retreat, and sincerely declare the other party's high opinion , and deliberately praised the other party for his insight and insight, and let him vent his fault-finding mentality before turning to the topic of sales.In such an occasion, the salesperson must pay attention to satisfying the opponent's habit of being competitive, ask him to criticize and advise, and express his opinions and opinions.

In fact, nitpicking is an inevitable phenomenon in the purchase process of customers. If it is handled properly, it may promote the transaction. If it is not handled properly, it may cause the failure of the transaction.

(1) Basic types of picky customers.Under normal circumstances, there are roughly the following nine types of pickiness from customers:

A. Excuse, that is, an excuse not to buy.Such as:

"This style is very good, but it's a little short, and it looks a bit stiff." (It should have been short)

"It's a good product, but it doesn't do us much good."

B. Prejudice and Prejudice.Such as:

"What? Happiness brand color TV? You don't even want one as a gift! What I want is the Double Happiness brand!"

"What fashion are we at our age, don't, don't!"

C. Self-expression.Such as:

"This style is not popular now, what is important now is..."

"It's nothing special. You can tell it's an assembly machine at a glance."

D. Malicious opposition.This is a manifestation of unreasonable trouble.

E. Lower prices.This is a common one.Such as:

"This is the last one. You can't choose good or bad."

"The cost of this kind of product is very low, only a few dozen yuan."

"It's kind of damaged here, not good quality."

F. Objective criticism.What the customer raises is the real problem of the product or service itself, and this is what all customers who are interested in buying have to raise.Such as:

"This kind of refrigerator has a good shape and complete functions, but the compressor is made in China and makes a lot of noise."

"The blades of this cutting machine are fragile, and it is inconvenient to replace them frequently."

G. Do not understand the performance of the product.The client knowingly relies on this to know about the situation.Such as:

"This function is useless."

H. Dilemma.Customers like this side of the product, but hate the other side of the product, whether to buy or not is in a dilemma.

I. The final objection.The customer's last objection is not a new reason, but an opinion that has been raised earlier. In fact, it is not a fault, but a signal of determination to buy.

(2) Psychological analysis of picky customers.A tactic that critical customers often use against salespeople is to pick and choose and then ask a host of questions and demands, some of which are real and some of which are just bluff.Such clients do this for the following purposes:
A. Force the salesperson to lower the selling price.

B. Leave room for bargaining for yourself.

C. It is very shrewd to explain and emphasize oneself, and will not be easily deceived.

(3) Eloquence skills to persuade critical customers.For the picky customers, the sales staff don’t care about the customer’s praise and criticism, and can choose the following purchase persuasion techniques:
A. Induction.When the salesperson summarizes the customer's opinion and answers several objections at the same time, the impact of the opinion will be weakened.Such as:

"Your ideas are understandable. The focus is to sign a contract as long as the price is right..."

B. Showdown method.When the salesperson cannot convince the other party, he can use rhetorical questions to show his sincerity, so as to answer the customer, thereby weakening the degree of opposition.Such as:

"How would you answer that question yourself?"

"How can I convince you?"

C. Negative method.For example:
Customer: "This kind of clothes will definitely fade after washing".

Salesperson: "No, this is a new type of fabric that will never fade, and I guarantee it on the reputation of our store."

Customer: "This is a counterfeit product."

Salesperson: "Our store never sells fake products."

D. Preemptive strike law.The sales staff take the initiative to raise the doubts of the customers, ask and answer their own questions, give explanations, and give the customers an honest and reliable impression.Such as:

“You might think it has one function, but it works better for one function than for multiple functions. Some functions are rarely used, and it is a waste of money to increase the price.”

"You are thinking in your heart that the price may be a bit high. But it is handmade, and it takes half a day to embroider one piece, so it is not expensive."

E. Compliance method.For example:
Customer: "The price of this item is too expensive."

Salesperson: "Yes, it is indeed very expensive. How can there be any reason why famous brand products are not expensive?"

F. turning method.For example:
Client: "I don't think that's a good idea."

Salesperson: "You're right, but that's what this product is."

G. Procrastination Act.For example:
Customer: "I am not sure about the safety of this product."

Sales staff: "About this point, please read the product manual." At the same time, hand over the relevant information, or take out products for customers to choose and compare, so as to change the customer's attitude.

chapter summary
1. The basic principle of dealing with various customers is: it varies from person to person, and specific problems are analyzed in detail.

2. To deal with customers who only accept the information, it is important to emphasize that the information in the information is not comprehensive, and it needs to be interviewed with the customer to explain in detail.In addition, when agreeing on the time, use selective questions to make it difficult for customers to say "no".

3. For a customer who chooses a supplier, whether he wants to buy from an acquaintance or shop around, the salesperson can mobilize the customer by emphasizing the unique advantages of his product compared with competing products.

4. For the two extreme customers who love chatter and reticence, we should treat them in a corresponding way.For the former, we must grasp the purpose and theme of what he said; for the latter, we must try our best to guide him to speak, so as to understand his true intentions.

5. When judging or making a decision, customers with different personalities react differently. Some customers are full of doubts, and some hesitate and procrastinate. Sales staff should grasp their psychological essence in time and guide them to think about problems according to their own minds.

(End of this chapter)