Selling eloquence

Chapter 17: Approaching with clever words, making customers welcome you (2)
(4) "I'm a friend of Mr. So-and-so." "I'm looking for Mr. So-and-so." The secretary will think that maybe Mr. So-and-so is your good friend, just call his name, and she will transfer the call to the boss .And the person may not know him well, but he makes the secretary feel that he and the boss are old friends, old colleagues, old relationships, old business, and members of the old team, and the secretary feels that he cannot refuse him because he is too close to the boss , too familiar.If you want to establish a good relationship with your customers today, sometimes you might as well say: "Hey, I am old friends with you Lao Wang...just haven't met each other." That is "spiritual friendship", spiritual communication It's been a long time, but I just haven't seen each other.

(5) Sometimes it should be straightforward.One trick of the Straightforward Law is that you have to have very strong self-confidence.When the salesperson called, he raised his voice and said, "Hey, find Lao Wang." "Hey, find Mr. Li." You give the other party the feeling that you are superior.

There is a person who often does project business with various ministries and commissions. When he picks up the phone and calls others, he often says bluntly: "I am the Ministry of Commerce, and I am looking for Mr. Wang." Mr. Wang.Hearing that it's from the Ministry of Commerce, does the secretary still dare to get in the way?dare not! "You look for Mr. Wang, then I'll transfer it to him."

When salespersons use the phone to develop business for the company, if they can cultivate the confidence to make calls, and have a very appropriate scale, appropriate measure, and effective space when making calls, they will be able to give customers a good impression.

(6) Make good use of the induction method.When going around obstacles, some people don't know how to induce the secretary.for example:
"Do you know the phone number of the purchasing department?" Or ask: "May I ask your manager?"

Can you ask in such a tone?cannot.Because there is no guidance.

You have to develop a habit and don't use this kind of questioning.should say:

"You know the phone number of the supply department, I'll remember it." Guide him to acquiesce in "yes", and then tell you.

"Please, please call the manager, please? Thank you." Guide him to acquiesce in "yes", and then tell you.

Compare the following two sentences:
"Is it okay to recruit 5 more members this week?"

"Do you have the confidence to recruit 5 more members this week?"

Obviously, the latter question is more likely to induce an affirmative answer.

4. Make service staff work for you

Enthusiasm is to a human being what steam is to a locomotive: enthusiasm is the prime mover of action.

—Robert Shook
No matter how many times you have been to the customer's company, you should still be polite when facing the front desk, reception staff and other service personnel.You can't turn a blind eye to him, and don't even say hello to him when you think you are familiar with him. This will make him feel that you don't take him seriously.

Of course, if you become good friends with the reception staff, if you have reached the point where you can joke with each other casually, then the situation is different.It's just that while joking, you still have to maintain a certain degree of propriety, and be careful not to indulge your behavior too much.

The famous American salesman and writer Robert Schuck paid great attention to building a good relationship with the secretaries, receptionists and other related personnel around customers.For example, he paid great attention to the most important point of dealing with them—remembering the names of these people.Not only did he have to write down the names and contact information of the clients' secretaries, receptionists and other relevant personnel, but every time they met, Robert was able to call them by their names accurately, which made them very happy.And they would be even happier knowing that Robert knew a lot of people.Naturally, they were also very willing to help him, and Robert did get a lot of convenience from them.

Sales staff should actively establish good relations and friendship with reception staff.Once a friendship develops between you, the host becomes your own exclusive source of information.They will disclose the internal situation of the company and the relevant situation of the company's leaders during the chat, and you can also find out the key information you need to sell at any time-you must know that sometimes customers will not tell you this information.For sales work, it can be said to be an ideal state that cannot be met.

When approaching service personnel, in addition to remembering their names like Robert Schuck as mentioned above, you should also pay attention to the following two aspects:
(1) Don't give them the feeling of spying.People often think that it is immoral to inquire about information. Therefore, in front of those service personnel, it is best for the salesperson to show a casual look, and then insinuate them inadvertently, so as not to be noticed by the other party and cause their resentment and resistance.

(2) The service personnel usually work in shifts of two or three people. In this case, the salesperson must be comprehensive, and cannot only be friendly to one or two of the receptionists, otherwise they may be misunderstood and think that they have something wrong. The purpose of telling people, this is likely to be self-defeating.

In short, the salesperson and the receptionist should maintain a good relationship, treat them politely, and not be too indulgent.Never underestimate the impact these receptionists have on your sales efforts.

5. Respond to customers' "I'll talk about it another day" and "Busy"

Lack of regular hours at work is the single biggest reason salespeople underperform.Being organized, disciplined, and committed to the job results in high production and sustained productivity.

— Kim Ruck
In the sales process, you may often encounter customers who say:

"Please come back another day! I won't buy today."

"I don't need it now, let's talk about it in a few days!"

Generally speaking, "busy" is just an excuse for customers.Therefore, sales should quickly and accurately see whether it is "really busy" or "fake busy".If the other party is "really busy", the salesman should take the following methods to deal with it:
(1) "Agreed time" negotiation.

"Seeing that you are so busy at work, I'm really sorry to disturb you. How about it! Just 5 minutes, please take 5 minutes to listen to me, okay? I'll leave immediately after I finish speaking."

For a really busy customer, if you make an appointment with him for "5 minutes" in advance, he may also be willing to take the 5 minutes to listen to your explanation.Otherwise, based on the mentality of "this person doesn't know how long he will talk to me", he will be hesitant.

(2) Leave in good time.When a customer declines, the salesperson would rather say, "I'm sorry to bother you. Then I'll come back another day." Instead of waiting for the customer to say, "I mean no!" before leaving.

The important thing is that you have said "Come back sometime", not only telling yourself, but also telling the other party: Soon, you will visit again.At the same time, you must remember to leave with a good attitude and don't make the other party feel disgusted.

(3) Find out the reason behind the busy pair and treat them differently.When salespeople visit customers, they often encounter such a situation: the other party says to you impatiently and unenthusiastically: "I'm not free now, I'm busy! Come back next time."

When the other party says these words, there are generally several situations: one is that he is indeed busy with other work or receiving other customers, and it is inconvenient for you to know their conversation; the other is that he is having fun with other colleagues or customers, such as playing poker , playing mahjong, watching football, or talking about a hot topic; third, he had nothing to do at the time, but he was just in a bad mood.

In the first case, the salesperson must wait patiently, avoid it actively, or find the right time to do something for the other party.For example, if the salesperson's visit is a salesperson in a terminal store, when a certain consumer is hesitant to buy a certain product, the salesperson can volunteer to help recommend it, so as to strengthen the customer's determination to buy.In the second case, the salesperson can actively join them, or participate in the discussion to avoid being coldly received; or join in their entertainment.At this time, the salesperson must have the ability to integrate and mingle with it.In the third case, it is better for the salesperson to call another day instead of asking for trouble.

6. Approach customers with what they care about

When salespeople meet with customers, listen more and ask more open questions, allowing customers to freely choose the topic of conversation, which is the best way to open the customer's conversation box in a relaxed and friendly way.

— Raymond A. Schlesinski

If the customer is not interested in the topic of the salesperson, the conversation between the two parties will become dull and it will be more difficult to achieve the expected results.

Therefore, if a salesperson wants to quickly approach the customer and establish a good interpersonal relationship with the customer, he needs to find out the topics of mutual interest as early as possible, and it is best to approach him on a topic that the customer is very concerned about recently.

Therefore, the salesperson should collect information and materials before the visit, especially during the first visit, the preparation work in advance must be sufficient.If your topic arouses the customer's interest and really speaks to his heart, he is asking for it. In this way, how can he not accept your sales pitch?

Mr. Duvino runs a premium bakery company, Duvino & Sons.In particular, he wanted to sell the bread produced by his company to a big restaurant in New York.He has worked so hard for this. In the past 4 years, he has called the manager of the hotel countless times, and he has also attended social gatherings organized by the manager.He even stayed at the hotel for a time to close the deal.However, all of Duvino's efforts failed to bear fruit.Because the manager of the restaurant was difficult to contact, he didn't put his mind on the products of Duvino and Sons Bakery Company at all.

Duvino couldn't figure it out, but after long-term thinking and observation, he finally found the crux.Therefore, he decided to immediately change his strategy of approaching the other party, and turned to find out what the manager was interested in, so as to find out topics of common interest to both parties.

After some investigation and analysis, Duvino found that the manager was a key member of an organization called "American Hotel Hosts" and had recently been elected chairman, to which he devoted great enthusiasm.Wherever the organization held an event, he was there.After getting this information, Duvino studied the relevant information of this organization in detail.

The next day, when Duvino saw the manager again, he began to talk about the "American Hotel Host" organization. Duvino finally found his way, and the other party talked to Duvino endlessly stand up.Of course, the topic is all about this organization.At the end of the conversation, Duvino was also given a membership card to the organization.Although he didn't mention the matter of selling bread during the meeting, within a few days, the chef of the restaurant called and asked Duvino to send over the bread samples and price list as soon as possible.

"I really don't know what you did to our manager," the chef said on the phone. "He's a tough guy."

"Think about it, I've been pestering him for 4 years, and I rented a room in your hotel for it. In order to get this business, I tried my best." Duvino said with emotion, "But thank God, I If you find out what his interests are and what he likes to hear, you can finally get close to this difficult person."

The object of sales work is people, and those smart salespeople will always judge the situation, sometimes cleverly avoid positive sales, and cut in from the unexpected angle of the topic that the other party is interested in, so as to quickly approach the customer and open the sales job situation.

7. Inspire curiosity to approach customers
You can use something surprising or shocking to get your client's attention and interest.

— Frank Bettger

In sales practice, a salesperson can approach a customer by stimulating his curiosity.The general steps to do this are: first arouse the curiosity of the customer, arouse the customer's attention and interest, and then look for opportunities to explain your true intentions, and quickly turn to the interview stage.The specific method to arouse customers' curiosity can be flexibly selected according to the specific situation of each customer.

"How much are you going to pay for 10kg of cork?" a life insurance salesperson approaching a prospect asked.

The client responded, "I don't need any cork!"

The salesman asked again, "If you were in a sinking boat, how much would you pay for these corks?"

(End of this chapter)