First, superb salesmanship is mainly emotional problems Salesmanship involves people. The sales process is responsible for both the transaction process of the two parties and the emotional exchange process between the salesperson and the customer. The salesman must use the power of reason to convince the customer, but also use the power of emotion to impress the customer. The relationship between the salesman and the customer not only affects the success of a transaction, but also affects whether the transaction relationship can be maintained and developed in the future. In the practice of sales, the salesman emphasizes the establishment of good relationships with customers. The Japanese salesman puts the feeling of how to be harmonious with the customer in the first place in the sales promotion. American salesman Joe Gillard said: "You really love your customers, he will really love you, love what you sell." The American magazine "Happiness" also proposed "superb marketing" in an article. Mainly emotional issues, profoundly showed the true meaning of sales success. The sales management theory proposed by American management scholars Black and Professor Montton emphasizes that salesmen must establish good relationships with customers. The theory holds that the salesman has two goals: one is to conclude the deal, and the other is to establish a relationship with the customer. The former goal is to care about sales, and the latter goal is to care about customers. Different salespeople have different levels of care for customers and sales, so that salespeople can be divided into five types. First, things don't matter. The salesman does not care about sales or customers. The second is customer-oriented. The salesman only cares about the customer and does not care about sales, and the third is the sales-oriented type. The salesman only cares about sales and does not care about customers. The fourth is to promote technology-oriented. Salespeople maintain a modest concern for customers and sales. The fifth is to solve the problem-oriented type. Salespeople are highly concerned about customers and sales. Practice has proved that salesmen who care about sales and care about customers have better sales results. In terms of sales promotion, the problem-solving type is 3 times higher than the sales-oriented model, 7.5 times higher than the strong-selling type, 9 times higher than the customer-oriented type, and 75 times higher than the non-custom type. The customer is a person, not a machine, and the salesman should have unlimited respect for the word "person". A person who does not value interpersonal relationships, does not let customers like it, and is not good at communicating with customers, cannot survive in the sales industry. Second, the strategy to win the favor of Gu Rong 1. Talk about topics that make customers happy. It is a very effective strategy for the salesman to talk about some topics that make the customer happy, thus creating a harmonious atmosphere that is conducive to sales. For salespeople to deal with a wide range of customers, there must be a rich topic for a wide variety of customers. It is not easy for a salesperson to repeatedly visit a customer and provide a fascinating topic every time. If the preparation is not enough, there will be a cold field. Therefore, a sales expert in Japan suggested that the salesman should have about 30 topics. Topics can be varied, and the following topics are appropriate and effective: Climate, seasons, holidays, recent events, commemorations, hobbies, fellowships, classmates, peers, news, humanity, travel, food, birthdays, experiences, legends, traditions, natural disasters, television, family, movies, drama, companies, cars, health, Economy, art, skills, fun, name, seniors, work, fashion, birth, housing, home. The salesperson must choose the topic of interest to the other party when selecting the topic. In sales, the more important thing is the customer, not the salesman himself. Things that are of interest to you cannot be mentioned, and things that are of interest to customers cannot be ignored. However, gossip is not nothing to say. It’s said that it’s good, but it’s not good to say it. Salesmen can't talk about the following topics: the shortcomings that customers are deeply regretted, the bad things of competitors, the bad things of bosses, units, colleagues, and the secrets of other customers. 2. Listen carefully to customer conversations. Some salesmen believe that there should be a "businessman's mouth" in doing business, so if there is a lingering slogan, the customer has little chance to express their opinions. This is wrong. Listening to customers seriously is one of the secrets of success. Shinji, a god of Japanese sales, said: Listening to customer conversations, (l) can win customers' good feelings. The salesman becomes a loyal listener to the customer, and the customer will take you as a confidant. Conversely, the salesman is absent-minded about the customer's conversation, or takes the liberty of interrupting the customer's conversation, or simply arrogant, not giving the customer an opportunity to express their opinions: it will cause customers to resent. (2) The salesman can grasp the customer's psychology from the customer's description, know what the customer needs, what he cares about, and what he is worried about. The salesman's understanding of the customer's psychology will increase the pertinence of persuasion. (3) Can reduce or avoid mistakes. Too many words, always telling stupid things. It is a good way to avoid mistakes by saying less. Listening carefully requires skill. The salesman should look at each other, his eyes and face facing the customer, showing a engrossed look. The salesman can't look around, or stare at each other. No matter what the other party's conversation is, you can't stretch your face or show a disdainful look. The salesman's body should lean forward slightly toward the customer, and use some small movements that indicate earnestness, such as nodding, smiling, and softly echoing, to avoid the look of a chicken. The salesman wants the customer to finish the conversation. I can hear it later. Don't rush to interrupt the other person's conversation and interrupt. 3. Praise the customer. Sincerely praise Gu Rong, past, present and future are effective ways for salesmen to get customers' favor. French writer André Moloya said: "Good language is better than gifts." In real life, everyone has something that they think is self-righteous, and they are often proud and proud, hope to be known, love praise. The salesman sincerely praises the customer and will satisfy the customer's self-esteem and gain the customer's goodwill. The salesman praises the customer must be sincere. (1) Praise should be from the heart and sincerity; (2) Praise should be specific and not abstract; (3) Seek truth from facts, not exaggerate; (4) Indirect praise is more effective than direct praise; (5) Praise should be appropriate , can not be infinitely elevated; (7) praise is noble and natural, must not be artificial. Third, maintain a good relationship with the middlemen At present, a large part of the products produced by industrial enterprises in China are sold through the commercial sector. Therefore, it is necessary to establish a good business relationship to mobilize the enthusiasm of the commercial sector. Industrial enterprises and commercial enterprises to establish a good relationship, should pay attention to the following points. 1. Establish the business philosophy of "business and industry". Enterprises must stabilize and expand sales channels and sales markets by establishing good relationships with the commercial sector. The company emphasizes this point. More than 80% of Panasonic's products are sold to more than 2,000 retail stores. For this reason, they attach great importance to establishing close and close relationships with retailers and regard retail stores as their own. Family. Matsushita Yukisuke has warned his men more than once, to establish "intimate flesh-and-blood relationships" with retail stores. He often visits retail stores and listens to his opinions with humility. Matsushita also funded the training of store owners and employees in retail stores to improve the management of retail stores and promote the sales of their own products. General Motors of the United States proposed that the fate of General Motors and dealerships is one. 2. Maintain the interests of the business sector. The essence of industrial and commercial relations is a matter of interest. Therefore, if manufacturers want to mobilize the enthusiasm of dealers, they must properly handle the interests of the two. When a business enterprise has a conflict of interest, the manufacturer should safeguard the interests of the commercial sector to establish credibility. "If you don't think about the interests of others, you won't have your own prosperity." This is the business philosophy that should be embraced. Manufacturers should establish a sense of coexistence and co-prosperity with dealerships, stand on the other side's position, and consider the interests of dealers. A factory in Hangzhou pointed out: "Only when the business of the dealership is booming, the manufacturers are prosperous." Therefore, the business philosophy of "one user, two dealerships, three manufacturing plants" was formulated, and the dealers got along well with each other, thus expanding the products. Sales. Liaoning Yingkou Biochemical Pharmaceutical Factory implements the method of exclusive sales risk, and proposes “sales five packsâ€, including the quality of the package, the loss during the package transportation, the over-storage pressure of the package, the reduction of the national price of the package and the unsold of the packaged drug during the validity period. loss. Make money for you, lose at my loss. These five packs completely relieved the dealers of the unforeseen circumstances and worries, so that they can confidently distribute new drugs. In just a few years after the implementation of the five-pack, the distribution unit has increased by more than 10 times.
“In terms of sales, good listening is more important than good.â€
3. For tight products, companies must have a strategic concept, starting from the long-term, starting from establishing a good reputation and establishing a solid supply and marketing relationship. For tight products, industrial and commercial enterprises are willing to sell more to achieve greater economic benefits. But manufacturers should also see that there are no flowers that never fade in the world, and it is impossible for the goods to be tight forever. In the current market, customer demand is changing rapidly, and any tight product may become a flat, slow-moving product in a short period of time. Therefore, enterprises should establish a stable relationship with the commercial sector and lay a solid foundation for future development. It is the eye of the eyes that cares about the immediate interests. The ancients said that "the people who have never sought the world since ancient times have tried their best for a while; those who do not seek the overall situation are not seeking a domain." In this way, is it not worth the enterprise to ponder?