Selling eloquence

Chapter 28 The promotion of witty words, let the deal be finalized (1)
Closing a deal is exciting and great.But there is also a period of "suffering" before the transaction.If it is accepted, how to achieve a faster transaction comes from the keen eyesight and eloquence of the sales staff.Joe Gillard, the greatest salesman in the world, said: "Scratch the customer's itch, and you will have the hope of closing a deal." So, how to "scratch the customer's itch", this chapter will tell you one by one.

1. Quickly capture transaction signals

A successful salesperson, when demonstrating a product, will carefully observe the customer's body language signals, assess the customer's reaction to the product demonstration, and adjust the demonstration method accordingly to close the deal.

— Raymond A. Schlesinski

In the sales process, the timing of the transaction is always looming and difficult to grasp.A top-notch salesperson knows that a customer has only a moment to buy.In fact, this moment-only situation only occurs once in about 20 sales, and there will be many hidden closing opportunities in the other 19 sales. Therefore, the key to success is to grasp these opportunities well.

The transaction signal is the purchase intention information expressed by the customer through language, action and emotion.Some are intentional, while others are unintentional. The latter requires more careful observation by the sales staff.Customer transaction signals can be divided into three types: language signals, expression signals and behavior signals.

(1) Language signals.When a customer has a purchase plan, he can get a judgment from his language.For example, when a customer says: "Do you have any stock in stock?" This is a sign of genuine interest intentionally shown, which indicates that the time for a transaction has come; when the customer asks about the price, it means that he is very interested; , it also shows that he actually wants to buy it.

There are many types of language signals, some express appreciation, some express inquiries, and some express objections.It should be noted that the objections are more complex. Among the objections, some are signals of transactions, while others are not. It must be analyzed in specific situations. Neither all of them can be regarded as signals of transactions, nor should they be indifferent.As long as the salesperson deliberately captures and induces these verbal signals, the transaction can be successfully facilitated.

(2) Expression signals.Buying intentions can be discerned from customers' facial expressions.Staring eyes, turning the corners of the mouth slightly, or nodding in approval are all related to the customer's psychological feelings, and can be regarded as transaction signals. Every move of the customer expresses the customer's thoughts.From the obvious behavior, it is also possible to judge whether the customer is eager to buy or resists the purchase.It is not very difficult to discover, understand, and use the transaction signals revealed by customers in a timely manner, and most of them can also be solved by common sense. The specific method depends on careful observation and experience, and actively induces sales staff.When a transaction signal appears, it is necessary to capture it in time and propose a transaction quickly.

(3) Behavioral signals.Behavioral signals are those cues the client gives in body language.These signals tell the salesperson that they have made a decision in their mind that they are ready to buy.The purchase signal is sudden, and the salesperson must carefully observe the customer. When the customer sends a purchase signal and expresses his willingness to buy, the salesperson must respond in time.

2. Eloquent skills to facilitate transactions

Make a fuss about secondary issues, and once a consensus is reached, focus on the key price issue.

Sales transaction refers to the process in which the customer accepts the goods or sales proposals sold by the salesperson, expresses the transaction intention and takes the actual purchase action.In the actual sales process, there are several closing techniques and methods as follows:
(1) Assuming a deal.The hypothetical transaction method refers to a transaction method that assumes that the customer has accepted the sales proposal and starts a substantive questioning.The essence of this method is to artificially increase the starting point of transaction negotiations.Proper use of this technique can get twice the result with half the effort.

The sales representative of company A and the representative of company B conduct sales negotiations, and the two sides have a good start. The sales representative of company A can ask in good time: "When do you think the goods will be delivered to you?" If there is no unwillingness on the expression of the words, you can further ask tentatively: "Do you want a large package or a small package?" Or just say: "This is the order form, please sign on it."

(2) Discussion on objections.The objection discussion method refers to the method of gradually eliminating objections to customers who are still hesitating after submitting a transaction request.Under normal circumstances, the handling methods and prompt language for sales objections can no longer be used to deal with objections at the closing stage.At this time, through the objection discussion, it will be useful to solve the customer's doubts in a targeted manner. The questioning mode of the doubt-solving method is mostly inductive.

Party A and Party B have successfully negotiated, and when the contract is about to be signed, Party B is hesitant at this time. Party A cannot give up the good opportunity to make a deal at this time, and can speculate on Party B's psychology and answer Party B's questions.Once you understand the doubts of Party B, you can answer them in a targeted manner.

(3) Avoid the important and make the deal lightly.The method of avoiding the important and making light of the transaction refers to the method of reaching a consensus on the secondary issues first according to the laws of the customer's psychological activities, and then facilitating the transaction.

Japan's Toyota Motor Corporation wanted to occupy the US market and entered into a joint venture with an American automobile company. During the negotiations between the two, the Japanese side adopted the method of avoiding important issues and making a fuss about secondary issues. question.

The method of avoiding the most important and making light of the transaction is very applicable in the following situations:

A. Transactions with relatively large transaction volume or large scale.

B. Buying decisions that customers do not want to be directly involved in.

C. When secondary issues play a significant role in the overall purchase decision.

D. Other transactions that cannot be directly facilitated.

Using this method can effectively disperse the transaction risk, even if the customer puts forward a negative opinion on a certain detail, it will not affect the overall transaction.

(4) Ask questions directly.The direct questioning method refers to the method of directly proposing a transaction to the customer at an appropriate time. It can effectively prompt the customer to make a purchase decision and conclude a transaction; it can save sales time and improve sales efficiency; it can make full use of various transaction opportunities and effectively promote sales. Transactions; can directly exert the spirit of flexibility and mobility, and eliminate the psychological doubts of customers.It is its unique advantages that make it a widely used transaction method.In general, this technique can be used in the following situations:
A. More familiar old customers.

B. The customer sends a transaction signal through words or body.

C. The customer has not expressed any objection and has no intention of expressing objection after listening to the sales proposal.

D. The customer has a good impression of the sales product and has the intention to purchase, but is unwilling to propose a transaction.

E. After the sales staff has dealt with the customer's major objection.

The use of the direct questioning method also has certain limitations: on the one hand, because the language is too direct, it is easy to arouse the disgust of some customers and cause customers to refuse transactions; on the other hand, because its use conditions are based on the subjective judgment of the salesperson , Once the grasp is out of control, it will make the customer think that he is putting pressure on him, causing the customer to resist the transaction unconsciously.

3. Euphemistically persuade customers to buy
We need to find creativity in the customer's rejection, because the customer's "rejection" or "concern" is just a euphemism, but it is actually the real reason why the customer is not ready to buy now.

— Dave Dotholson

In reality, there are many timid salespeople who do a great job of approaching and convincing customers, but just can't close.what is the reason?Because he didn't dare to urge the client, or in other words, he didn't know the skills to help the client make up his mind.

The final stage of communicating with customers is also the time for salespeople to help them make up their minds.As long as the salesperson judges that he has entered this stage, he will immediately use urging questions to promote the customer's transaction, otherwise the other party will keep the money for a few more days, and any changes may occur in these few days.

So, when the customer is about to make up his mind, how can the salesperson give him the last help?Is it straight-forward, directly urging him to pay?Of course not, salespeople still need some tactful methods.Here are some common and proven approaches:
(1) The Law of Soliciting Opinions.There are times when a salesperson is not sure whether it is time to solicit an order from a customer, perhaps not sure if the customer's buying signal is correctly observed.In these cases, it is best to use the solicitation method, and the salesperson can use the following question method:
"Mr. Chen, buying this book is very helpful to your work, isn't it?"

"Do you think these books will be good for your company?"

"If you buy these books, it will definitely be of great help to your child's study."

This method allows you to detect "water depth" and solicit customer orders in a less stressful environment.Of course, if you can get an affirmative answer, then you can fill out the order.Like salespeople in any other field, the more you talk, the more you risk losing the deal.

(2) Start with smaller problems.Closing a negotiation with a smaller question means asking your customer to make a smaller decision rather than a big decision all at once, asking them to answer questions like "Are you ready to place an order?"Your question should be:
"Which one do you think is better?"

"Do you think you took it away, or we sent it to your house?"

"Can I get you to the counter?"

"If you bought it..."

"Let us deliver to your house? And..."

(3) Selection method.Give your customer a choice with the following questioning methods - whichever one indicates his or her consent to purchase your product or service.You can let customers choose: "Do you want this or that?" or "Should I pay cash or credit?"

(4) Urge law.You can imply that the product is very popular, and if the customer does not act in time, it will be lost.

"Mr. Zhu, this product is selling very well. If you don't want it now, I can't guarantee that it will be available when you need it."

At the same time hand over the order form.If he is really interested in the product, he will fill out the order form and the sales will be successful.

(5) Suspense method.If conditions permit, and this is indeed the case, then demonstrate the benefits of buying now:

"The price will increase this month."

"There's only one of this model left."

"Mr. Tang, the price will rise at any time. If you act now, I will guarantee that this batch of orders will still be charged at the current price."

But beware, it's easy to lose customers if you say the wrong thing.

In short, in the final stage of communicating with customers, we must use urging questions to help customers make up their minds.This is an ironclad rule, otherwise, you have to start from scratch.

4. Rare things are more expensive to promote transactions

Be sure to make customers feel that your product is a "scarce" resource.

"Rare things are more expensive", if the products you sell make customers think that they are rare products, even if your price is higher, he will buy them.So how do you make customers feel that your product is a "rare" product?
During the Second World War, an old Indian took three famous paintings to sell in the market.These three paintings were all from the hands of famous painters, and they happened to be favored by an American art dealer. The American art dealer thought he was very smart. The three paintings will definitely increase in price after a period of collection, and I will definitely make a fortune at that time.So he asked the Indian old man: "Sir, the painting you brought is not bad. If I want to buy it, how much do you think it will cost?"

"Are you buying all three, or just one?" the Indian old man asked rhetorically.

"What about buying all three? What about buying only one?" American art dealers began to calculate.His wishful thinking is to first determine the price of one painting with the Indian old man, and then, according to the principle of buying more and paying less, buy the other two paintings together, which will definitely save some money.

The Indian old man didn't answer his question directly, but his expression was slightly embarrassed.The American art dealer couldn't hold back anymore. He said, "Then, how much do you charge for a painting?"

The Indian old man was a true business veteran who knew the value of his paintings.So he pretended to be careless and replied: "Sir, if you buy it sincerely, I'll see three pictures for $800! That's cheap enough!"

The American art dealer is not a veteran in the market. He seized the weight of buying more and paying less. He didn't want to pay more than 1 dollar. Therefore, the two bargained and the negotiation came to a deadlock.

The Indian old man had an idea, picked up a painting and went outside, and burned the painting when he got outside.

The American art dealer was very surprised. He had never met such an opponent, and felt sorry and heartbroken for a painting that was burned.So he carefully asked the old man how much the remaining two paintings sold for!Unexpectedly, the tone of the old man's asking price was even tougher, and the two paintings were not sold for less than 800 US dollars.

The American art dealer felt that it was too much of a loss. Three paintings cost 800 US dollars, and one painting was missing, which cost 800 US dollars.So I asked the old man to be cheaper.

Unexpectedly, the old Indian angrily took out a painting and burned it.This time, the American art dealer was really shocked, so he had to beg the Indian old man not to burn the last painting, because he loved it so much.Then I asked how much was the last painting?
Unexpectedly, the old man in India still opened his mouth for 800 US dollars.This time, the American art dealer was a little anxious and asked, "How can three paintings cost the same as one painting? Aren't you trying to tease people?"

Seeing that the American art dealer wanted to bargain, the Indian old man said: "These three paintings are from the hands of famous painters. When there were three paintings, the value was relatively small. Now, there is only one left, which can be said It is a rare treasure, and its value has greatly exceeded the time when the three paintings were all there. Do you want it? Now that the price has risen, this painting is not sold for 800 US dollars, and the minimum bid is 1 US dollars. Otherwise, I will burn it! "

Now, the American art dealer was really anxious, fearing that the old man in India would also burn the third painting, so he pressed the painting with one hand and said, "1 dollars, I bought it!"

Later someone asked the old man in India, why did he burn those two paintings in front of the art dealer?The old man said: "Things are rare and expensive. So I burned two paintings in person, leaving one to sell at a high price!" American art dealers have a habit of collecting antique paintings. If he likes them, he will not give up easily , will definitely buy at a high price.And he could see from the eyes of the American art dealer that the American art dealer had already taken a fancy to his paintings, and he had a solid idea in mind.

The Indian old man in the above case is very shrewd. He understands the shopping psychology of American art dealers very well. Therefore, he dared to destroy the other two paintings boldly, so that only one remains, achieving the effect of making rare things more expensive.Of course, when salespeople adopt this method, they can often do so according to their own company's marketing strategy.Rare things are expensive is a marketing technique commonly used by some companies.Limited sales are a common method of the rare is the most expensive sales method.Rare things are more expensive, and things that are in short supply are always easy to be sought after by consumers, so limited editions are just taking advantage of this psychology of customers.The limited edition design and subsequent publicity are a process from product to marketing, which shows that an excellent product is actually a kind of marketing itself.

In the field of luxury cars, limited editions are the "identity card" of the brand and synonymous with top luxury cars, so they can easily attract people's attention.For example, at the "2005 Shanghai International Auto Show", a limited edition of Bentley's elegant 728 worth tens of millions of yuan attracted the attention of many exhibitors.

In the field of footwear, limited editions have also become a new idea for merchants to show off their brands.A company once launched a sneaker, which attracted the attention of fashion lovers around the world, because this kind of sneaker with embroidery is a limited edition product, and there are only 20 pairs in the world.This makes people feel that things are rare and expensive, so it arouses people's strong curiosity. Is this selling shoes?

According to the 20/80 law, limited editions are the 20% of the products that are more profitable. At the same time, merchants launch limited editions, which undoubtedly establishes a point of view and improves brand awareness.The limited edition will bring a different kind of consumption to the industry with oversupply, and if used properly, it will have a unique effect on enhancing the corporate brand.

If the company does not adopt the marketing strategy of scarcity, sales staff can also emphasize the "scarcity" of their own products compared to competing products, emphasize the limited-time production of products, and emphasize that this product is due to demand. It is bound to soar and the supply exceeds demand to impress customers.These methods are also essentially emphasizing that rare things are more expensive.

5. "Choose one" method to facilitate the transaction

There are only two options: either one or the other, but the options provided by the salesperson must allow the customer to make an affirmative answer.

(End of this chapter)