Selling eloquence

Chapter 13 Developing customers, customers are by your side (1)
The customer is all around you, is it true?real.However, there is a prerequisite, that is, whether you can turn everyone around you into a customer, or someone who develops customers for you.This requires salespeople to use their brains, play with their minds, and speak wisely, whether they can speak and impress the "prospective customers" you are targeting.This chapter focuses on the cases developed by the world's super sales stars, allowing you to stand on the shoulders of giants and get a higher promotion in customer development.

1. Accurate positioning of prospective customers

For a salesperson, it is not enough to have self-confidence, but also to master superb sales skills.

— Frank Bettger

The so-called prospective customers refer to customers who are likely to purchase products.For salespersons, only with enough potential customers can they achieve ideal performance goals.Therefore, identifying potential customers, that is, accurately locating who can become potential customers, is very important for salespersons, and it can be said to be the foundation of their own sales performance building.

So, what kind of talent can be regarded as a prospective customer?As a prospective customer, at least the following three conditions must be met:
(1) Has purchasing power.This is the most important point.When inspecting each customer, the salesperson must analyze the following questions: Does he have the ability to pay?Can he afford these things?For example, if you sell a Mercedes-Benz to an ordinary salaryman with a monthly income of only 1 yuan, although he really wants to buy it, can he afford it?
(2) Has the right to make purchase decisions.In actual operation, an important influencing factor of unsuccessful sales is that the person whom the salesperson has worked so hard to find does not have the final right to make the purchase decision.And sometimes the user, decision maker and buyer are not the same person. For example, a child who wants to buy a toy is the user, the decision maker may be the mother, and the buyer may be the father.

(3) There are practical needs.In addition to purchasing power and decision-making power, it is also necessary to see whether customers have needs.For example, if a person just bought a washing machine, and you sell the washing machine to him, even though he has purchasing power and decision-making power, he has no demand, so he is naturally not the prospective customer you are looking for.

Only those who meet the above three conditions are the prospective customers that the salesperson is looking for.However, in actual operation, sales staff may also encounter the following situations, and then they should take corresponding countermeasures according to the specific situation:

A. M1+A1+N1: It is an ideal sales target.

B.M1+A1+N0: Use skilled sales techniques and have hope of success.

C.M1+A0+N1: Can be contacted, but try to find someone with A.

D.M0＋A1＋N1: Can contact, need to investigate its credit conditions, business status, etc. to provide financing.

E.M1+A0+N0: It can be contacted, and it should be observed and cultivated for a long time to make it meet another condition.

F.M0+A1+N0: It can be contacted, and it should be observed and cultivated for a long time to make it meet another condition.

G.M0+A0+N1: It can be contacted, and it should be observed and cultivated for a long time to make it meet another condition.

H.M0+N0+N0: Not a customer, stop contacting.

M in the above formula represents purchasing power, A represents decision-making power, and N represents demand.The subscript "1" means yes, and the subscript "0" means no.It can be seen that when potential customers sometimes lack certain conditions (such as purchasing power or purchasing decision rights, etc.), they can still be developed, and as long as appropriate strategies are applied, they can become new customers.To be a successful salesperson, you need to develop a solid base of prospects.To keep that foundation strong, you need to find prospects consistently and efficiently.Of course, you should first focus on finding M1+A1+N1, which will not only save time and effort, but also benefit more.

So, now that we know what kind of customers are prospective customers, the next step is how to find prospective customers.There are four basic ways to find potential customers:

(1) Enterprise internal search method.In most cases, when searching for potential customers, one should first obtain relevant customer information from within the company, which is accurate, fast, time-saving and labor-saving, and can be said to be a feasible shortcut.

(2) Interpersonal chain effect method.

A. Introduction method.Find potential customers through existing customers.With the cooperation and assistance of existing customers, many prospective customers can often be found.Therefore, salespersons must not ignore the role of old customers, learn to cultivate a group of loyal old customers, and use the power of these customers to obtain more lists of prospective customers.Because behind everyone there are many friends.

B. Exchange method.Exchange customer lists with salespeople from other companies.

(3) Market research visit method.Finding prospects from market research is a way to implement sales strategies in a larger area and with a wider perspective.This method covers a wide range, and it is often easy to achieve better sales performance and find more potential customers.

The market research visit method requires the salesperson to do the following three things:

A. Find potential customers anytime and anywhere.A good salesperson will look for potential customers anytime and anywhere.And all kinds of social activities are the best time to find potential customers, such as wedding banquets, funerals, symposiums, lectures, exhibitions, business meetings, etc.

B. The business card is unique and eye-catching.You can use some beneficial social activities to meet some people and let more people know you. At this time, you should use your business card.The business card you make must be unique, so that it will not be ignored or forgotten by the other party, or it will not be found in the trash can the day after it is distributed to others.

C. Ingeniously distribute business cards. "The Greatest Salesman in the World" Joe Girard did it differently: He delivered business cards everywhere, delivered them while shopping at the mall, delivered them while paying for restaurants, and even used watching sports games as an opportunity to promote himself.He booked the best seats and brought 1 business cards.As the crowd cheered the star's entrance, he threw out his business card.He believes that this approach has helped him make a lot of business.When people want to buy a car, they naturally think of the salesman who tossed out the business card and the name on the card: Joe Girard.This is where his success comes from.

Some people have customers, and if you let them know where you are and what you sell, you are likely to get more opportunities.

(4) Use the Internet to search.In the Internet age, it is more convenient for salesmen to search for useful information conveniently and quickly.The same goes for finding clients.

A. Use search engines to find.The most commonly used search engines are undoubtedly Baidu and Google.You can enter keywords to search for information related to your potential customers to achieve the purpose of finding customers.

B. Use relevant industry websites or trade websites to search.On these websites, a lot of information about buyers seeking to buy is released every day, and you can find information about customers who bought your products.

C. Use instant messaging tools.Instant messaging tools include QQ or MSN.By joining the QQ group, you can learn about relevant information and meet new customers.

D. Promote your own information on the Internet.For example, if you are engaged in trade, you can promote it from trade websites related to your real estate. You can register several new free trade websites every day, publish pictures and supply information, and update the content regularly. This attracts relevant customers.

E. Be aware of false and outdated information.Although the information on the Internet is rich, there are also risks of being difficult to distinguish between true and false and outdated and certain.So be careful to avoid the interference of these invalid information.You can confirm the relevant information by going to some websites with high credibility.

If you want to know whether a certain company really exists, the salesperson can generally check through the Red Shield Information Network of the Industrial and Commercial Bureau where the company is located.

2. Use the "250 Law" to develop customers

Customers who have bought my car will help me sell it.

—Joe Girard

Joe Gillard wrote in his autobiography: "There are 250 customers behind every user. If a salesperson offends one customer, it means offending 250 customers; on the contrary, if the salesperson can give full play to his If you use one customer wisely, you will get 250 relationships." This is Joe Gillard's famous "law of 250".

American insurance sales tycoon Frank Bettger especially emphasized the effectiveness of this method, and he also has such personal experience.

A depressed young man came to Frank Bettger for advice.He said that he has been selling life insurance for more than a year, and he did well at the beginning, but after he sold life insurance to some friends and college classmates, he didn't know how to continue. Now he is discouraged and ready to give up.

Frank Bettger said to him: "Young man, you only do half of the job. Go back to the customers you bought insurance from, and you will get at least two or more customers from each customer. In addition, regardless of the interview results No matter what, you can ask every customer you have visited to introduce you to friends, relatives, etc. "

Half a year later, he found Frank Bettger again, and he said: "Mr. Bettger, after I went back, I firmly grasped a principle that no matter what the interview result is, I must get at least two introduction lists from each interviewee. I have now got more than 2 lists, which is much more than what I got by going around. In the first half of this year, I have paid 500 US dollars. Based on the insurance I currently hold, my performance this year should be It's going to be over $23.8 million!"

Many salespeople think that anyone who is willing to introduce a client is a good referrer.In theory, there is nothing wrong with this, but it will be more convincing only if the recommender is also a suitable customer.Strong references are of high value to salespeople.But usually only if the following two conditions are met, the customer is willing to make a solemn recommendation for the salesperson:
(1) The recommender has an extraordinary friendship with the salesperson, so that the recommender can be reckless about the consequences, and is willing to make a strong recommendation regardless of the outcome.Most of the customers are from the close relatives and friends of the salesperson, or they have been kind to him in the past. Based on the gratitude, they are willing to help.

(2) The recommender has a helpful style.Maybe it's a former client, a relative, a friend, or someone you have social connections with -- but not just.

Many salespeople feel that it is very difficult to ask someone to help introduce customers, and feel that this is not good for the reputation of the salesperson.In fact, that is wrong. As long as you speak appropriately and naturally when asking others for help, you can get good results, and the salesperson's own customer-seeking skills will also be greatly improved.

Not only can salespeople use customers to promote themselves, but they can also use outsiders to promote themselves.

3. Use the phone to fully develop customers

The way to wealth is your fluent eloquence and beautiful voice, and one of your greatest possessions is a small telephone.

— Tom Hopkins

The telephone can best break through the limitation of time and space. It is the most economical and efficient tool to search for potential customers. Its biggest advantage is convenience and speed.If you can stipulate that you make at least 5 more calls a day, you can increase the chance of contacting potential customers by 1 in a year.

Here's how famed salesman Joe Girard finds clients over the phone:
"Hi, Mrs. Gee, I'm Joe Girard, and this is Chevrolet McRory. I just wanted to let you know that the car you ordered is ready, thank you!"

This Mrs. Ge felt that something was wrong, she was stunned for a while before saying: "Sir, you may have made a mistake, we did not order a new car."

Girard asked, "Are you sure that's the case?"

"Of course, my husband should tell me about such things."

Girard asked again: "Wait a minute, please. By the way, is this Mr. Grace's home?"

"No, my husband's name is Steve."

In fact, Girard already knew her husband's name, because it was clearly written in the phone book.

"Mrs. Steve, I'm sorry to disturb you so early in the morning. I believe you must be very busy." The other party didn't hang up the phone, and Girard chatted with her on the phone: "Mrs. Steve, you won't Are you ready to buy a new car too?"

"Not yet, but you should ask my husband."

"When is your husband at home?"

"He usually comes home at 6 o'clock at night."

"Well then, Mrs. Steve, if I call again at night, it won't affect your dinner, right?"

At 6:[-] that night, Gillard called again and talked to Mr. Stee.

During the phone call, Girard wrote down the other party's name, address and phone number, and also wrote down all the useful information obtained from the conversation, such as where the other party works, how many children he has, What kind of car do you like?In this way, all useful information is stored in the file card, and the other party's name is included in the mailing list of the sales target. At this time, he has become his prospective customer.

In Joe Girard's day, there was no such convenient and fast communication tool as the mobile phone.Now, in addition to landlines, salespeople can also use mobile phones to keep in touch with customers anytime, anywhere, not only in spoken language, but also in the form of text messages.In addition, there are a variety of communication tools that salespeople can use now. There are also a variety of chat tools available on the Internet, and salespeople have more favorable conditions to develop customers more widely.

4. Talk to a group of customers with points and points

The salesperson's goal in marketing is to collect a large amount of important information needed for sales in the shortest possible time.

— Raymond A. Schlesinski

Have you ever imagined that you can generate a lot of business by selling a single light bulb?Can a large group of customers be drawn from a child customer?
In 1965, Jing Kaoru served as the director of the sales headquarters of Sanyo Electric Co., Ltd. in Japan, responsible for the company's product sales.

One day, he came to a retail store, and after exchanging pleasantries with the boss, he talked about the sales of the store.During the conversation, a kid who lived nearby came to the store to buy light bulbs.Jing Nao Kaoru interrupted the conversation with the boss, stood aside and watched how the boss did business: took out a light bulb and handed it to the child, the boss collected the money, changed the money, and the child left...

"Boss, whose family is the child just now?"

"I don't know, it's probably nearby."

"Usually, is this how you do business? It is impossible for such a store to develop." Jing Zhixun couldn't help but said.

"Didn't I sell it to him? I even took the money!" The boss said a little puzzled, "Mr. Minister, if it were you, how would you sell it?"

"If I do this." Jing Nao Kaoru said to the boss, "When a child comes to the store and says, 'Uncle, buy a light bulb', if I know the child, I will talk to him and ask him what is his name?" Where do you live, who are the people in your family, and say a few polite words: kid, how many grades are you in? You are so cute! If the child looks happy, ask his father what kind of job he has and how many Brothers and sisters. Maybe you can also tell from this that he has two older sisters who just graduated from school and now work in the bank."

"During the housework, I sold him the light bulb. After the child left, I changed into my clothes and visited his house."

"When I saw the child's mother, I said to her: 'This store is such and such an electrical appliance store. Madam, your son just came to our store to buy a light bulb. I don't know if it works?' The answer is of course that it works, so I started It sparked the conversation."

"'I heard from your son that there is a young lady in your family. When we were delivering goods to customers, someone once asked us to find out where there is a lady with both good looks and good looks. I wonder if your daughter has someone?' Parents with daughters resent it."

"If she said happily: 'Oh, not yet. The shopkeeper, if there is a suitable person, please give me some kind words.' Then I said: 'Understood. I will pay attention to inquire. When your daughter leaves the cabinet, Our store can provide sales of washing machines, color TVs and refrigerators.'”

"In this way, although the transaction won't happen immediately, at least I used the opportunity of children to buy light bulbs to sell to this adult, and they may become potential customers of our store."

In the above case, is Jing Kaoru's method worth learning?

5. Convince the people around the customer
"Borrowing flowers to present Buddha" is an unspeakable trick.

——Li Ka-shing
In the case of failing to persuade the customer, if you can turn the direct attack into a roundabout tactic, that is, persuade the people around the customer, it is also a good way.And sometimes, the people around the customer have more influence on the success of the sale than the customer themselves.

Once, a newly completed hotel was about to open. Several colleagues of Li Ka-shing were eager to find the owner of the hotel.It turned out that the boss had already intended to trade with another hardware factory.

Li Ka-shing rose to the challenge.In no rush to meet the boss, he made friends with a hotel clerk first.Then pretend to inadvertently learn about the boss's situation from the employee to choose a breakthrough.

The clerk mentioned that the boss had a son who was pestering him all day to go to the horse race.The boss loves him very much, but the hotel is about to open, and there are so many things to do, it is a very busy time, and there is no time to spend with his son.

The clerk mentioned it as an anecdote.It can be said that the speaker has no intention, but the listener has the heart.Li Ka-shing felt that he had found the key to unlocking the boss's closed door rejection of customers. He asked the employee to build a bridge and took the boss's son to the racetrack to watch the horse race at his own expense.The boss's son was having a good time.

Li Ka-shing's actions moved the boss very much, and he didn't know how to thank him.

So, he readily agreed to buy 380 iron barrels from Li Ka-shing.

Li Ka-shing became the first-class "hero" of the hardware factory.

(End of this chapter)