Selling eloquence

Chapter 10 Talking to each person is wonderful for various types of customers (1)
As the saying goes: "There are hundreds of people, all kinds of people." The salespersons face a variety of customers: some like to find trouble, some like to shop around, and some have doubts about the product no matter what you say... So, how to deal with these customers?It varies from person to person, and witty words will surely convince these customers according to the actual situation.According to the actual situation, this chapter classifies various typical types of customers, summarizes the corresponding skills to deal with customers, and analyzes them one by one here to help salespeople summarize and improve in practice.

1. Deal with customers who only accept data
Let your customers know what you know as much as possible.

— Frank Bettger

When some customers hear the salesman's promotion, they often ask to keep the information, or use the Internet to pass it on, but refuse to have an interview with the salesman.At this time, how can the salesperson dispel the excuse that the customer only accepts the information, and let the customer accept the suggestion of having an interview with him?

A salesperson arrives at a company and starts selling his laptop to the company's general manager.The general manager has enough salespeople to deal with on a daily basis.So he just said casually: "Understood, then you can give me the relevant introduction materials first."

Obviously, the manager had no intention of buying at all, and just made a perfunctory sentence casually.Although on the surface the customer did not say that he was not interested, but he just asked the salesperson to leave the information indifferently, which showed that he was not interested in it at all. How should salespeople respond?
You can take a look at a few solutions below.

Solution [-]: "Sir, our materials are all carefully designed outlines and drafts, and they are all technical terms. They must be explained and explained by the staff, and each customer must be revised according to his individual situation, which is tantamount to tailoring. So, if you don’t have time today, I’ll come over on Thursday or Friday to give you a detailed explanation. Do you think it’s better in the morning or in the afternoon?”

Solution 10: "Yes, sir, it is like this, because your time is precious, so if I tell you first, and then leave the information to you, you can read the information with focus , which can save you more time. Don't worry, I won't exceed [-] minutes. I don't know if it's convenient for you on Monday night or Tuesday night?"

Option [-]: "Yes, the introducer, Ms. Zhao, specifically told me that you are an expert in this field. However, what we are going to talk about is not how to do this job, but running a business, which is very special; many Before people came to our company, they all thought the same as you, but after hearing our explanation, they found that this is a new business, I don’t know if it’s convenient for you on Monday or Tuesday night?”

After fully explaining the reasons for seeing the client in these three plans, the client is asked to agree on the time, and it is put forward in the way of "choosing one of the two". In this way, the client's excuse is transformed into an inevitable request for an appointment. up.

2. Deal with customers who shop around

It should make the prospect feel that it is an honor to know you.

—— Yuan Yiping

When the salesperson has just explained every advantage of the product to the customer, the customer says, "I'll look elsewhere." This is really very frustrating.However, when faced with this situation, excellent salespeople will use various techniques to change the customer's perception and complete the sale on the spot.

(1) Emphasize the quality of the product.When a customer says "I want to look at another house", the salesperson must first distinguish what he wants to see at another house?It is the price, the quality, or the service. Only after figuring this out can we prescribe the right medicine.

If the customer is out of price, you can say to him like this:
"Sir, everyone wants to buy good quality and cheap goods. If you go to other companies to see, their prices may really be lower than ours. But I can guarantee that there is no second company that can This preferential price is to provide you with such high-quality goods and excellent after-sales service.”

After saying this sentence, it is best to leave enough reaction time for the customer.Because what you say is the truth, there is almost no way for customers to refute this fact.Then, next, you can say to the client like this:
"Sir, don't you think it's a good deal to buy our products and services at this price?"

Because the quality and service of your products do meet such prices, your customers should not give negative answers if they are not deliberately making things difficult.Then, you can go ahead and ask:

"Sir, price is definitely something to consider when buying something, but it's not the primary thing, sometimes it's definitely worth paying a little more to get a quality product that you really want, don't you think so? Just like the purchasing staff in some companies just Committed to getting the lowest price from the supplier, regardless of the quality of the product itself and the after-sales service. We know that sometimes low-priced products often create more problems than they can solve. And those senior Purchasing personnel prefer to obtain products of the highest quality rather than those at low prices. Sir, I think you will not disregard the quality of the products and the quality of the services just to covet the cheapness, right? Surely you have your long-term interests in mind, right?"

(2) Express understanding of customer requirements.For example, a customer needs to buy a laptop so that business communication can be more convenient and faster.He talked with the salesperson on the phone, and after listening to the introduction, he said he wanted to go to another house to ask.In this case, we should try to get the customer to say his real objection reasons, and the salesperson can use the following methods:
Salesperson: "Sir, just like you, many customers want to compare with others before buying our laptop. I'm sure you also want to buy the best laptop with the money you have, and the best laptop." after-sales service, right?"

Customer: "Of course it is."

Salesperson: "Can you tell me what would you like to see or compare?"

Client: "..." (The first and second sentences he said at this time should be real objections - unless he just wants to get rid of you)

Salesperson: "After you have compared these aspects (say one by one) with other companies, and found that ours is the best, I think you will definitely come back and buy from me, won't you, sir?" (OK, Now is the time to let the client speak up.)
(3) May wish to put on a high profile.

Customer: "Excuse me, I just want to try it, I want to look elsewhere."

Salesperson: "Since you have some doubts about the effectiveness of this product, let me compare the effect for you now. You see, this is 50 yuan, let's compare it with this 100 yuan (for demonstration). You can see that the effect is obviously different. If you still don’t believe it, you can go to another store to ask, anyway, my products are not afraid of trying or comparing. Even if you go to another store, you will come again.”

Here, the salesperson is putting on a high attitude to the customer: "Our company's products are the best in terms of quality and price. You can go to any one to ask, whichever one compares, and you will come back to buy it." .” In actual sales, this method is more effective. Once the customer hears the salesperson say this, they will probably not hesitate any more.

3. Deal with customers who buy from acquaintances
If you want to make consumers buy your products, you have to carefully analyze the buying psychology of the "Gods".

—Joe Girard

When a salesperson makes a sales call, he is likely to encounter such a customer. He will first ask the name of the product and the manufacturer, and then say:
"Thank you, you worked hard. But I'm sorry, an acquaintance introduced this product to me a few days ago."

"I'm sorry, I can't buy from you, because the manufacturing factory has my friends there, it seems unreasonable not to buy from my friends."

Aiming at such excuses from customers, many salespersons are often at a loss what to do, and in the end they can only retreat and give up selling.

In fact, this failure shows a lack of research by salespeople on how to deal with this counterargument.Indeed, when encountering such "unwavering" customers, people will not know how to speak, especially for novices.

When encountering such an excuse from the customer, the salesperson must not retreat, but should try to determine whether the statement is true.

"Really? Very good, it's great to be able to buy from your friends, you are good friends who have known each other for many years!" (Slight pause)
At this time, if the customer is good at dealing with the sales staff, of course it is another matter.However, the average customer will say: "Oh! It's probably like this! It's been many years!" or say: "How can I tell you?" or say: "You care too much! My friend has a relationship with you What's the matter!"

In the above situations, you can feel at ease, because you know that the opposite opinion of the other party is undoubtedly an excuse for rejection.At this moment, you can say: "Can you please use this as a reference?" While showing him the product manual and drawings, or operating the demonstration machine; at the same time, persuade the customer to buy it.

But in case the argument to the contrary is true, and you decide that it's more difficult to deal with, you can rely on the phrase "I have acquaintances there."Judging that the customer is still likely to purchase goods, you might as well say to him:
"Is that so? Are you friends with the company's Mr. Wang? The products of the electrical appliance company are among the best in this industry and have a good reputation (even if you are a competitor, you should not speak ill of it. Praising others means that you have a good reputation for your company's products. Confident). However, the products produced by our company are not far behind. Please take a look! Our connectors are guaranteed to never lose to the connectors of electrical companies. I know that your company has always used high-end products. It is the most suitable. In order to improve, you will try to use our company's products, and you will not be sorry for your friend's company! Right?"

Once the customer says, "Okay! Let's try it once." It's probably done; but if the product is exactly the same and the customer doesn't change his mind at all, the salesperson must find a way to lobby or make a long-term plan , first slowly become the customer's friend, and then gradually carry out sales matters.

4. Deal with customers who follow their interests
Conduct spiritual interviews with your prospective clients so that your prospective clients can reach the most comfortable level when communicating with you.

— Kim Ruck
I often encounter customers who say "no need" and "not interested". How should I solve it?
Ashin, a salesperson of a well-known computer company in Taiwan, was once very depressed. He almost racked his brains in the process of selling computers, to introduce how good the performance of the product was, but the customers seemed not interested.Later, after being instructed by an expert, he thought of a way.

That day, he knocked on the office of the head of the procurement department of a company that he had visited many times before, but failed.

This time, Ashin no longer talked about the performance of the product, but asked with a smile: "Sir, I don't want to talk about my product, I just want to ask what your company cares most about at present? What is your company currently interested in?" trouble?"

The other party sighed: "Thank you for your concern, let me just say it straight. Our biggest headache is how to reduce inventory and how to increase profits. We are really not interested in your products."

Ashin didn't say anything, and immediately returned to the computer company, and asked experts to design a whole set of plans: how to use his company's computers to reduce the company's inventory and increase profits.

When Ashin visited the person in charge of the company's purchasing department again, he showed the plan and warmly introduced it: "Sir, please take a look at this plan, hoping to alleviate your worries."

The person in charge of the purchasing department dubiously opened the documents, and the more he looked at them, the happier he was: "Sir, your plan is great! Please leave the documents, I will report to my superiors, and we will definitely order computers from you."

Later, they really ordered a large amount of goods from Ashin.

What is Ashin's way of dealing with uninterested customers?When the customer is not interested in his own computer, turn to the customer to find out where the customer's "urgent need" is. When the customer has an urgent need for a certain product, can he still refuse the product you provide?And the wonderful thing about Ashin is that he grafts the customer's demand for software into the computer he wants to sell. In this way, can the customer still refuse to buy his computer?

5. Dealing with clients who judge by experience
Know that he has a need and that you have a solution to the problem.Naturally enter the stage of solving needs.

— Kim Ruck
Many customers often judge similar products based on other people's or their own previous purchase experience when purchasing products, especially when faced with products they are not satisfied with.So, how should the salesperson deal with this kind of customer who judges based on experience?

If the customer says: "I used your stuff before, it was terrible; although you say it has been improved, I know the quality of the products you produce."

Faced with such excuses from customers, many salespeople often retort: ​​"How can that happen?" Then they talk a lot about the improvement part.There will even be disputes with customers, and the faces will be red.

What the salesperson should understand is that most of the reasons why customers have objections are based on some kind of misunderstanding, which is caused by accumulated prejudice. The salesperson must find out the reason before they can properly deal with it.At this time, the salesperson can use the following methods to solicit customer opinions:
A. Open type: "What's going on here?" Ask in general terms.

B. Semi-open: "Are you talking about the product or the after-sales service?"

C. Affirmative type: "About which points are very good?" Only talk about the advantages.

D. Negative type: "About which points are not ideal?" Only talk about shortcomings.

E. Selective type: "Are you talking about operation, design, installation, or after-sales service?" Let customers choose among several questions.

F. Mandatory type: "What do you think about failures?" Only focus on a certain point.

All of the above discussion methods can be effective, and can help salespeople figure out which aspect of the customer has an opinion, and then carry out targeted persuasion work.

6. Deal with nagging customers

Any successful person knows the adage, "Procrastination is death."

—Joe Candolph
Some customers talk to the sales staff, chattering endlessly, at this time, facing such customers, how should the sales staff respond?
This kind of customer who likes to chat with the salesperson can usually be divided into two types: one is the type who pretends to be chatty, that is, he just wants to use his eloquence to make the salesperson retreat; the other is the type who is naturally talkative client.Let's analyze in detail how to deal with these two different types of customers.

(1) Deal with customers who pretend to be chattering.This kind of customers often deliberately use "spiritual talk" as a shield to occupy the time of the sales staff, so that the sales staff will spend their time listening to his "nonsense" which is far-reaching and far-fetched, and they have no skills at all.In this case, experienced salespeople must first find out the contradictions in the large-scale speech content in a timely manner, and distinguish their true inner thoughts and the reasons for their resistance to sales.Then, as quickly as possible, give the customer the illusion that the salesperson has been listening intently and has been confused by what he has to say.At this time, such customers tend to relax their vigilance and resistance, and even start to evaluate the product (there are often more negative evaluations).At this time, the salesperson can take advantage of the contradictions, misunderstandings, and desires in the other party's heart, and suddenly hit the key point directly in a simple way, forcing the customer to express his position on the key link, and make the matter clear.

(2) Deal with customers who are naturally talkative.The salesperson should deal with this kind of "chattering and endless" type of customers, which can be summed up in one sentence: first, they are not afraid of "bitterness", and second, they are not afraid of "tiredness".

This kind of open-mouthed and seemingly difficult customers often don't have much scheming, so when you treat this kind of customers, the first thing you must do is not be afraid of "hardship", let him refute you, belittle you, and satirize you. Show a timid look, with a calm face; secondly, if you are not afraid of being "tired", you have to hold on and let him talk about it. After he has had a good time, he will often reflect on himself, and he will treat you more friendly next time. And put yourself in the position of the audience and listen to you.

In addition, to deal with this kind of person, you must strictly limit the conversation time. The key to sales success is to see how much you sell in 1 day, 1 week or 1 month, not how much you finally convince a certain customer on a certain day.To ensure the total amount, you must improve efficiency, and to improve efficiency, you must complete your conversation in a short time.

The salesperson must go straight to the point, get right to the heart of the matter, and end the casual chatter of the customer.But when you ask questions, be sincere and make the other person feel that you are being honest.At this time, if the customer opens his chatterbox again, more weaknesses may be exposed.Therefore, for customers who like to show off their tongue, the salesperson should listen carefully, analyze and judge the actual problems hidden in the "talk", and ask questions decisively.

Practice has proved that whether customers buy or not will not change over time, and their purchase intentions are determined within minutes of the conversation.Sometimes, you may not be able to achieve anything after spending hours of work, which not only dampens your enthusiasm, but also delays your transaction time with other customers.

7. Dealing with reticent customers

It's pathetic to see silence in conversation as a bad thing.Frankly, I see this silence as an opportunity to pause and think in every conversation.

— Rich Porter

(End of this chapter)