Selling eloquence

Chapter 6 Ingenious exploration and deep digging to find out the customer's mind (2)
Customer: "It is a domestic product."

Xiao Pan: "Oh! When you bought this computer, did you first take it apart and look at the components inside?"

Customer: "No."

Xiao Pan: "I think after you have seen the computer, even if you think the quality of the computer is good, you bought it because you believed in the company's reputation and service. Similarly, when you buy a car, you can't take it apart and look at it. Let’s take a look at the engine, and when buying medicines, you can’t choose one of the 100 yuan boxes of medicines to test its efficacy before deciding whether to buy it. Although there may be many price differences between different brands of products, but If you can't tell the quality from good or bad, I think you should buy based on the reputation of the manufacturer. It's the same with buying this learning software, you should trust the reputation of the publisher."

(2) Decompose complex problems.This method is suitable for the promotion of those more expensive products.A furniture salesperson often used the split problem many times to persuade customers when selling a set of expensive furniture.

Customer: "It's too expensive."

Salesperson: "How expensive do you think it is?"

Customer: "More than 1 yuan more expensive."

Salesperson: "Then let's say it's 1 yuan more expensive." At the same time, he took out his notebook and wrote 000 yuan on it for potential customers to see.

Salesperson: "Sir, do you think you plan to replace this set of furniture for at least 10 years?"

Customer: "Yes."

Salesperson: "Then according to what you think, you spend an extra 100 yuan a year. Is that what you mean?"

Client: "Yeah, that's what I think."

Salesperson: "1 yuan a year, how much should it be per month?"

Customer: "Oh! It's about 8 yuan a month!"

Salesperson: "Okay, let's say it's 8.5 yuan. You should use it at least twice a day, morning and night."

Client: "Sometimes more."

销售人员：“我们保守估计为1天2次，那也就是说1个月你将用60次（把这些数据都写在笔记本上）。所以，假如这套家具每月多花了8.5元，那每次就多花不到0.15元。”

Customer: "Yes."

Sales staff: "Then less than 1 cents a day can make your home neat and tidy, so that you no longer worry about the lack of suitable places for things. It also plays a decorative role, don't you think Is it a good deal?"

Customer: "...yes. I'll buy it then. Do you deliver it to your door?"

Salesperson: "Of course!"

(3) Simplify the problem.Through a simple question, you can understand why the customer does not buy, and according to the customer's situation, the salesperson can probably know which strategy to use to deal with it, and reduce the obstacles that can be overcome one by one, so that the success rate of sales can be improved.

"Do you think there is no need to buy it now?... If it is a payment problem, we can cooperate with your plan."

"Are there any dissatisfaction regarding the price?"

"Is there anything you don't understand about my explanation?"

"Are you not interested in this item?"

"What do you think of this manufacturer?"

"Don't you like the style?"

"Have you considered purchasing from another manufacturer?"

"Have you already ordered from somewhere else?"

"Don't you want to buy it yet?"

In short, by simplifying the complexity, the salesperson can stop himself from going around in the customer's thinking, but jump out of the circle and let the customer answer or explain specific questions.In this way, the salesperson can understand the mind of the customer in a targeted manner.

6. Use assumptions to formulate customer needs

Ask the customer what he needs and provide him with the means to meet his needs.

— Frank Bettger

There are many people who do not seem to need insurance, but upon analysis, it turns out that everyone needs insurance.A young man has just graduated from school, earns 1 yuan a year, has no dependents, and doesn't want to get married anytime soon.According to the specific situation of the customer, is it possible for the salesperson to persuade him to buy insurance?some.You can talk to it in the following ways:
Salesperson: "In this case, you don't need to buy life insurance. If someone tells you that you need to buy life insurance, that person must not have analyzed his words. I am an insurance expert, and I can tell you frankly that you You don't need any insurance, but may I ask you, do you plan to get married?"

Client: "Oh! Maybe in a year or two! But that's for later."

Salesperson: "Even after you get married, you still don't need insurance. Do you know why? Because in case something happens to you, your wife is still young, she can work, and she can remarry, so in this paragraph You don’t need to buy life insurance within a certain period of time, so I would like to ask you again, do you plan to have children in the future?”

Client: "Of course we all want to have kids, so I guess there will be kids!"

Salesperson: "When your wife is pregnant, I think you should buy insurance. Now let's look at the basic principles of life insurance. Anyone who wants to buy life insurance has three issues to consider: the first is occupation, Your occupation is not a high-risk occupation, so I think there is no problem. The second is health. You are in good health now, and this is no problem. But after three or four years, I dare not say, but now we assume Your health has always been good, so it is not a problem. The third is age. The older you are, the higher the premium will be when you buy insurance. Generally speaking, the premium will increase by 1% for every 3 year old you increase.”

Customer: "But waiting another three years is not much worse."

Salesperson: "Man, there is a difference! If your wife is pregnant within 3 years, and you plan to buy life insurance at that time, you will have to pay 9% more premium than now; if your current income tax The tax rate is 37%, which means that you have to earn 12% of your annual salary to pay the premium. This does not mean that you pay 9% more in the first year, but you pay every time you insure. You need to pay 9% more for a year, and you can figure out how to make a good deal for this account.

Salesperson: "If you buy the insurance now, after 3 years, you will still have the same value of insurance, but you will save more than 12% of the premium every year. I believe that with your efforts, you will be prosperous in the future, and I also hope more An outstanding customer, so that my performance can flourish! So I am willing to design an insurance plan for you now, so that you can save 12% of the excess premium from now on.”

Client: "Ah, let me think about..."

……

In the end, the salesman managed to get the order.

The insurance salesperson did not forcefully sell insurance at the beginning, but first considered the problem according to the customer's situation, and even said two reasons why he didn't need insurance, so that the customer knew that the salesperson was thinking about the customer before he said this. of.

Next, the salesperson talked about the benefits of buying insurance to the customer with the method of "creating something out of nothing" with an eye on the future. Those who can be insured can also save a lot of insurance premiums. In this way, how can the customer refuse his offer? What about insurance?

7. Use "red light talk" to convince customers

The purpose of "Red Light Talk" is to tell customers: people have no long-term concerns, but they must have near-term worries.

"Japan's No. [-] Salesperson", "World's No. [-] Marketing Queen", and "Oriental Sales Goddess" Kazuko Shibata uses "red-light speaking skills" to let customers understand that life is always going through risks, and these risks will not follow people Will changes, and one cannot prevent it from happening.Moreover, since it is a risk, it will inevitably bring losses. If people cannot prevent it from happening, then people must learn to minimize the losses—and the best way to reduce such losses is to buy insurance.

One Saturday, Shibata Kazuko went to visit a client, the gentleman was Ichiro Honda, the department manager of a car sales company.He thinks that his conditions are already very good, and he has never thought of buying life insurance for himself and his family, and even thinks that buying insurance is a cowardly act with unfounded worries.

Kazuko Shibata got the general manager's information from other clients, so she planned to meet the general manager who never bought life insurance and ask him to buy his own company's insurance.

One day, as soon as Ichiro Honda came into the office, he saw Shibata Kazuko waiting for him with a smile. She greeted him warmly: "Hello, I am Shibata Kazuko from Dai-ichi Life. Nice to meet you."

"Are you here to convince me to buy life insurance? Sorry, I've never been interested in life insurance." Honda Ichiro said angrily.

Kazuko Shibata asked, "Are you sure you don't need any insurance?"

Ichiro Honda replied: "Yes, no need, I have my salary and it is enough."

Shibata Kazuko said: "Yes, sir, you do have a good salary now, how much money do you save in the bank every month?"

This sentence confused Honda Ichiro, because although Honda Ichiro can receive a high salary every month, he is also a well-known paycheck-to-payer and has never saved money in the bank.

Seeing that Ichiro Honda was silent, Kazuko Shibata knew that his words had worked, so he struck while the iron was hot and asked, "Sir, you are engaged in automobile work, so you must be familiar with traffic conditions. Then I have a question for you. Do you drive to work or go for a drive? Is it a green light all the way?"

(End of this chapter)