Selling eloquence

Chapter 2 Practice your eloquence well and make your exports into gold at any time (1)
Liu Xie, a famous literary theorist in ancient my country, commented on the importance of eloquence: "One word of debate is more important than nine tripods; a three-inch tongue is better than a million teachers." This shows how powerful eloquence is!For salespeople who are eager to be successful, eloquence is undoubtedly an extremely important sales "magic weapon", because-successful sales come from first-class eloquence.Therefore, it is very important for salespeople to cultivate their eloquence of "invincible and invincible".This chapter focuses on the introduction of several major ways to cultivate sales eloquence, so that salespeople can improve their eloquence in practice, so that they can "export into gold" at any time, make a lot of money, and get promoted step by step.

1. Create an engaging voice

99% of people can't excel because they neglect the training of voice, they think this kind of training has no meaning.

——Gladstone (British educational sociologist)

Everyone will feel good when they hear a pleasant sound, even feel refreshed, but they will frown or even feel disgusted when they hear a harsh sound.The same is true for customers, if the salesperson's voice is pleasant, he will definitely have a good impression on the salesperson; on the contrary, if he hears the salesperson's voice is not pleasant, he must also have a certain psychological resistance to the salesperson mood.Therefore, as a salesperson, whether the voice has a strong charm will directly affect his image in the minds of customers.So, when speaking with customers, salespeople should pay attention to how to create their own voice charm?
(1) Pay attention to timbre.Salespeople can try to clear voice barriers and adjust their timbre.Some people's voices are sharp and piercing, some people's voices are hoarse and deep. Although the tone of a person's voice cannot be changed, everyone can still make some different voices. Among them, there must be a tone that is the most beautiful and attractive.In different occasions, pay attention to the use of effective pronunciation.A firm and aggressive voice gives a sense of exhilaration; a soft, crisp voice makes people happy; a low, melancholy voice makes people sad; and a rough and impatient voice makes people angry.

In addition, some people like to use a nasal voice, which is more likely to make customers feel uncomfortable or even disgusted. Therefore, it is necessary to overcome similar voices and create a moving timbre.

(2) Enunciation should be clear.Clear expression allows customers to hear what you are saying, which is a basic requirement for salespeople.As a salesperson, the pronunciation must be standard and the enunciation must be clear.Whether the language expression is clear, whether Mandarin is fluent and standard or not, will directly affect the appeal of the salesperson's voice.

Sales staff should pay attention to overcoming the influence of local dialects when introducing their products to customers.For example, the characteristic of northerners speaking Mandarin is that there is a serious phenomenon of sonification, especially when the speaking speed is very fast, others may not understand at all; while southerners tend to speak with flat and warped tongues No distinction, no distinction between front and back nasal sounds, it is easy to cause misunderstandings, such as "shi" and "death", "four" and "yes", etc.

(3) The voice should be loud.The salesperson should try to speak with a loud voice. The loud voice can make customers fully infected by you, increase their personal trust in you, and generate a strong interest in your products, as well as a desire to continue listening.

Customers will feel your enthusiasm in your loud voice, your passion for your work and your passion for your products.Whether the voice is loud or not is related to the objective conditions of the individual.

(4) The language should be fluent.In addition to clear enunciation, the salesperson's speech should also pay attention to the fluency of language.Language is the external expression of thinking. A person who speaks fluently is usually considered to be a person with quick thinking, or conversely, it is because of his quick thinking that he can be so fluent.Moreover, language fluency can also increase your self-confidence, and at the same time gain the favor and trust of others, making people believe in your abilities.

(5) Maintain an appropriate speaking speed.If the speaking speed is too fast, it will make people breathless and hard to hear, and the salesperson will waste their tongues; if it is too slow, it will make people impatient.Therefore, the most appropriate approach should be to adjust the rhythm of your own language according to the specific situation of the customer, so as to achieve a proper pause, so as to achieve a good conversation effect.

(6) Pay attention to the rhythm.When speaking, the salesperson should pay attention to whether the tone is high or low, strong or weak, just like the speed and strength in music. If you want to make your words sound like music, you must pay attention to the high and low speed.

(7) Language and expression match.Doing so can make your conversation more engaging.

By adjusting the language, you can let the salesperson speak a pleasant voice, and make the other party feel very comfortable and friendly when they hear your voice. If you do this, you will not be far from successful sales.

In their spare time, salesmen may wish to watch and listen to how the hosts on TV talk to impress the audience, so that they can train their voice skills intentionally and improve their voice charm.

2. Only good praise can sell well
The secret of selling is to study human nature. The key to studying human nature is to understand people's needs. I found that the desire for praise is the most persistent and deepest need of everyone.

—— Yuan Yiping

Sincere, genuine compliments always make customers feel happy and happy.In this way, it is easier for salespeople to reach a tacit agreement and form a cooperative relationship when they talk about business with customers.

When Mary Kay, the president of the largest direct selling company for skin care products in the United States, was working as a salesperson, once she came to sell cosmetics, the hostess politely rejected her: "I'm sorry, I don't have money now, when I have money Do you think it’s okay to buy your product again?”

Careful Mary Kay found that the hostess was holding a precious dog in her arms. Since she could afford such a precious dog, how could she "have no money to buy"?Mary Kay knew that this was just an excuse for the other party to reject her.

So she smiled and said, "Your little dog is so cute, you can tell it's a very expensive dog at first glance."

"That's right!"

"Then you must have spent a lot of money and energy on this puppy, right?"

"Yes, yes." The hostess began to happily introduce Mary Kay to the money and energy she had spent on the dog.

Mary Kay listened attentively to the hostess' excited introduction, and at a very appropriate moment, she interjected: "That's for sure, the person who can spend enough money and energy on expensive dogs must not be ordinary. Class. Just like these cosmetics, the price is relatively expensive, so it is not available to ordinary people, only those high-income and high-end ladies can afford it."

After hearing this, the hostess happily bought a set of cosmetics.

It can be seen that as a salesperson, you should be good at observing, find out the interests and hobbies of customers, and match them up.And with proper praise, it will definitely impress the hearts of customers, and then the sales will be successful.In addition to looking for the other party's interests and hobbies as the entry point of praise, you can also use the following aspects as the entry point of praise:
(1) According to the psychological and emotional needs of the other party.When both parties in the conversation have their own desires, they can cater to each other’s needs and say some compliments. If you don’t like a lady-like woman, but like a girl with a distinctive personality and a boyish look, if you praise her, she will be graceful and beautiful if she has long hair and shawls and a long skirt. Charming, she may not appreciate you, and may call you nosy.If you understand her psychology and praise her for looking energetic and energetic with short hair, she will be very happy.

(2) According to the gender characteristics of the other party.For a fat woman, if you say she is short and fat, she will definitely be disgusted; but if you praise her for not being fat at all, but plump, she will get some psychological comfort and will not feel inferior because of being fat.To a man of the same size, if you say he is short and fat, he may laugh it off.

(3) According to the age characteristics of the other party.If you want to know the age of the other party, you can directly ask the child: "How old is this year?" and the old man: "How old is this year?" Do not directly ask the opposite sex who is similar in age, but try to say: "You don't seem to have me. Are you older?" For older women, the question of age is even more of a minefield, and if you don't ask it well, it will be annoying.Facing a 40-year-old middle-aged woman, if you open your mouth and ask: "Is it almost 50?" The other party will definitely be very angry.If you carefully ask: "Are you in your early 30s?" she will be elated and smiling.

(4) According to the specific state of mind of the other party.As the saying goes: Don't ask about prosperity and decline when you are a beginner, but you will know it by looking at your face.When complimenting others, learn to listen to others.A client who spends sleepless nights on his business and stays up all night, you can say that he is "career-oriented and self-motivated"; a client who is struggling with debts and restless, you praise him as "successful in his career, proud of his career", The other party may think that you are talking sarcastic.This kind of praise will have the opposite effect.

(5) See and hear other people's proud things.When you see and hear the proud things of the customer, you must stop everything and praise him.For example, if a client shows you a photo of his child, you must praise his child. If you put it back silently, he will be very upset; if the client is promoted, if you see him the next day, you must praise him Call him by the title of a high official, and compliment him with the power of a high official, he will be very happy.

(6) Moderately point out changes in others.This kind of meaning is "you are very important in my mind, I care about your changes, otherwise I look down on you, I don't care about you", which is very bad.So, if it’s not your first visit and you haven’t met with the customer for a while, you can point out the changes in the other party. At this time, whether you say that the other party has gained weight or lost weight, the other party will be very comfortable, of course more It is to point out some good changes in the other party, and the client will feel more comfortable.

Although praise is an eloquence skill that helps sales, it should be used properly.Here are some things to keep in mind when giving compliments:
A. To highlight key points.When enumerating the advantages or achievements of the other party, don't mention the content that makes the listener feel insignificant.For example, when introducing your salesperson to a customer, say that he is "very nice" or "disciplined" and so on, which has nothing to do with sales work.

B. Don't make insinuations.Your praise should not imply an allusion to the other person's shortcomings.For example, such a blunt statement cannot be said in front of the customer: "Great, after halfway, mistakes and failures, you finally succeeded!"

C. Don't disbelieve the other party's achievements.You can't praise him on the grounds that you don't believe that the other party can achieve today's results.For example, "I never thought you'd be able to do this" or "I'm afraid you couldn't even have thought you could do this."

In addition, the praise of the salesperson should not be the tone for treating children or juniors.For example, "Guys, you did a great job, that's a great achievement, just do it!"

D. Don't flatter.A sales champion of a well-known company said, "You must pay attention to sales: praising customers will win their favor, and flattering customers will make them alienate you." , he will think that you are flattering with ulterior motives.

It is not difficult to see from the above analysis that only when salespeople praise well can they impress customers and sell well.

3. Use humor to turn stones into gold
The most humorous people are the most adaptable people.

- Freud

"If you can't buy and sell, you can't talk, and when you talk, you can sell three tricks." One of the tricks of this "pretty" is humor.

Yuan Yiping, the god of sales, had such an experience.

Yuan Yiping: "Hello! I am Yuan Yiping from Meiji Insurance Company."

Customer: "Oh..."

After looking at the business card Yuan Yiping handed over, the other party raised his head and said slowly: "A salesman from an insurance company came to me two or three days ago, and I drove him away before he finished speaking. Am I right?" It will be insured, and it doesn’t make any sense for you to say more. I think you’d better leave quickly, so as not to waste your time.”

Yuan Yiping: "Thank you for your concern! After you listen to my introduction, if you are not satisfied, I will cut seppuku on the spot. Anyway, please spare some time for me!" He was serious and even pretended to be a little angry .

Hearing what he said, the other party couldn't help laughing and said, "Are you really going to cut seppuku?"

Yuan Yiping: "That's right, stab it like this..." He gestured with his hands while answering.

Client: "Just wait and see, I'm going to make you do seppuku."

Yuan Yiping: "Come on! Since I'm afraid of seppuku, I have to introduce it carefully!"

Having said that, the expression on Yuan Yiping's face suddenly changed from "serious" to a grimace, and both the client and Yuan Yiping couldn't help laughing.

Under certain circumstances, Yuan Yiping used the exaggerated language of "death" to create a comic scene and broke the deadlock. It cannot but be said to be a masterpiece of humor.

It was Yuan Yiping's humor that made him quickly approach the customer, eliminate the instinctive guard and resistance to strangers in the customer's heart, narrow the distance between each other, and finally successfully opened up the sales situation.It can be seen that in marketing activities, wit and humor can make salesmen approach customers as quickly as possible, making their sales road smooth all the way.So, how can salespeople develop their sense of humor?
(1) SUSPENSE.In the process of communication between people, it is entirely possible to use a few words to arouse doubts that cannot be resolved according to the fixed thinking of the other party, causing a certain amount of psychological pressure.Then give the other party an unconventional explanation to relieve the other party's psychological burden.In the other party's psychological ups and downs, it produces a surprising and humorous effect.A sense of humor arises in the ups and downs of the other party's emotional ups and downs from doubt to confusion, from surprise to calm.

(2) Distortion.The misinterpretation here refers to intentionally violating conventions, common sense and common sense with a relaxed and ironic attitude, breaking the conventional meaning of words, temporarily giving them new interpretations, or even distorting them in a specific context Interpretation of irrelevant things together, so that seemingly unrelated things are connected, resulting in dislocation of cause and effect or logical contradictions, resulting in a disharmonious, unreasonable, unexpected effect, resulting in a sense of humor.

Among them, stealing concepts is a commonly used method of misinterpretation.That is to borrow the concepts used in the other party's conversation and give them new content, so as to produce a humorous effect.

Also, anthropomorphism can create a sense of humor.For example, sales staff can compare their products to customers' "lover", "nanny" and so on.

(3) Exaggeration.Unlimited exaggeration of the facts, resulting in an extremely incongruous comic effect, is also one of the effective ways to generate humor.

A salesperson was holding a specific photo of her face a few months ago, and was promoting her health care products to a lady: "You see, my face was as good as that of an 80-year-old old woman, but when I used our Take a look at the company’s health products, if you say I’m 18, some people will really believe it.” Can this kind of self-deprecating humor keep customers from being moved?
(4) PUN.The so-called pun means that what you say contains two meanings: one is the meaning of the sentence itself; the other is the extended meaning, and humor comes from here.It can also be said that the words are here and the meaning is there, so that the listener not only understands the words literally, but also understands the meaning behind the words.

There is a fable that a monkey went to Hades after death and asked to be a human in the next life.Hades said, since you want to be a human being, you have to pluck all the hair from your body.After finishing speaking, I asked the kid to pluck the hair.Unexpectedly, only one hair was pulled out, and the monkey screamed in pain.Yan Wang smiled and said, "How can you be a man if you don't take out any hair?"

On the surface, this fable is telling a story about a monkey, but it humorously expresses the truth that "a hairless person is not worthy of being a human being". Although it is very ironic, it is also euphemistic and reserved.

(5) Contradict the truth.The so-called antithesis refers to the words that are spoken, and the meaning expressed is completely opposite to the literal meaning, such as affirming on the surface but negating in meaning; or negating on the surface but affirming in meaning.This is also one of the effective ways to develop a sense of humor.

(6) Taken out of context.The key to humor skills lies in whether you can absurdly break the chapters. The farther or the more absurd the meaning produced after your breaks are from the original meaning, the more humorous it will be.Its purpose is implicit in this "broken chapter", and sometimes you can "properly" break the chapter according to your needs. When your needs are indicated or satisfied by your "broken chapter", the humorous taste will come alive. However, it happened.

Of course, humor does not only refer to the witty and playful language, but also the salesperson to match the language with body, expression, action, etc., so that he has a sense of humor all over his body, so as to infect people; The words always make people feel uncomfortable, and even make people have the ambiguity of being laughed at.If you want to be a successful salesperson, mobilize your humorous cells and use your humorous image to infect customers.

4. Make good use of silent language
Whether I recognize it or not, when my eyes meet someone, I ask myself to smile at the person first.

—— Yuan Yiping

In speaking, it is impossible to convey all the information completely with only the voice and the expressed speech content.Therefore, while using vocal spoken language to communicate with customers, salespeople should also cooperate with certain silent body language to give appropriate hints to customers.

In simple terms, body language can be divided into four parts.

(1) Eyes.Eyes are the windows of the soul, reflecting people's emotions, and they can convey a lot of information to customers.But any good salesperson wants to maintain eye contact with customers.Especially when customers are indecisive, the more eye contact the better.

(End of this chapter)