Nicholas Tse has two hard bones in his hand. One is the family of Dr. Gong Beibei in Shanghai, who has less money and more requirements. She looked at the house for half a year, and even the second child was born. The other is the runway house, which has a long aisle and has not been sold for more than ten years. The room is like brocade, so Lao Xie pushed these two hard bones to her and asked her to sell them.
Some problems of unqualified sales can be seen from the victims:
1. From the customer's point of view: the customer's needs are not clear.
In the TV series, the scene of Fang and his opponent left a deep impression on me. Fang Jin Si asked Nicholas Tse if he knew Gong Beibei's work. As a result, Nicholas Tse asked three questions, saying that this is the privacy of customers.
Nicholas Tse didn't understand Gong Beibei's needs, which led him to show her the house for half a year, but there was no deal. And Nicholas Tse also regarded Gong Beibei, who was disheartened, as a hard bone and pushed it into the room.
2. From the product point of view: the selling point of the product is not sorted out.
Nicholas Tse has not been sold for more than ten years. The room type of the runway room is great. There is a small room far away, and it takes several turns to go to the toilet at night. Moreover, this small room has no windows on all sides, only a small skylight on the roof. But as Fang Siken said: Every house has its own owner, just waiting. The main reason why this house can't be sold is that Nicholas Tse didn't dig out the real purpose of the house according to the needs of customers.
There are always various reasons why unqualified sales can't finish the task: customers are too sharp, products have no characteristics, and it is the off-season recently. Doing sales in this industry is one thing, so is luck, but poor performance needs to start with sales itself, find problems, improve and solve them.
As an excellent sales core, to gain the trust of customers, we should learn to think from the perspective of the buyer, rather than being complacent. To help customers solve problems, rather than cheat customers to close into the pit.
In addition, excellent sales should also have the following basic qualities:
1, insight is the basis of sales success.
Insight is to see the essence through phenomena; In Freud's words, epiphany is to turn the unconscious into conscious. In other words, we should learn to use psychological principles and perspectives to summarize human behavior.
(1) What hinders insight?
Nicholas Tse showed Gong Beibei the room in Anjia for half a year, but he never found out what the customer really wanted. This is the lack of insight.
The book The Secret of Insight puts forward that there are four main reasons that hinder the development of insight: wrong ideas, lack of experience, negative attitude and rigid reasoning methods.
A negative attitude will actively blind people's eyes, just as you can't wake a person who has been pretending to sleep.
The book Facts mentions that human beings often fall into linear thinking, so they fall into a one-dimensional and limited ideological misunderstanding and become a rigid way of reasoning.
Lao Xie is an experienced salesman. Although he accompanies Gong Beibei to see the house almost every week, his thinking attitude is negative and he will not think deeply about things. His strategic laziness and tactical diligence hindered his insight.
(2) How to cultivate insight
Insight is a kind of ability that can be cultivated. In the book The Secret of Insight, several methods are listed:
Contradictory method
Contradictory method is to find the contradiction between things, and feel that some things look uncomfortable and inconsistent.
How to apply contradiction method in work? For example, Xiao Li is an advertising salesman of an outdoor company, and the new promotion demand of customers is completely different from the previous demand direction. He can think about why this requirement is different, because the purpose of delivery has changed. Has the audience changed? Or something. So as to tap the deeper needs of customers, formulate more accurate sales plans and promote sales.
Looking for contradictions with curiosity and asking yourself questions can reach the essence of the problem faster and cultivate your own insight.
B. New information law
The new information method is to integrate our cognitive system through different information, make new rehearsal combinations through different ways of thinking, and give new inspiration and new ideas.
In the workplace, you can learn more about other industries by digging deep into your current professional depth, casting a wide net, attending training courses, making friends in different industries and absorbing new information.
Of course, the human brain is limited, and we also need to give up our thoughts and get rid of some useless ideas.
Use a witty method
There is a scene in the drama "Anjia" in which a customer who wants to buy a haunted house goes to the store to complain because there is a piece of shit at the door. The manager "Aunt Xu" used his quick wits to congratulate the customers on their good luck, which is an extremely lucky performance, thus resolving the contradiction. This is the application of the method of quick wits.
Shakespeare said that wisdom in the brain is like a spark in flint, you can't get out unless you hit it. We generally think in a straight line, but people's thinking can have various curves, which can help them gain wisdom in a hurry and increase their knowledge.
The book "Facts" suggests that we also have different curves such as S curve, sliding curve, hump curve and multiplication curve.
2. Execution is the guarantee of sales success.
Ma Yun has a very classic famous saying: "Think of a thousand roads at night, get up in the morning and take the original road."
I have also heard a saying that "first-rate ideas plus third-rate execution" is not as good as "third-rate ideas plus first-rate execution".
In the workplace, your execution is the key to your success.
Good execution means that a person turns ideas into actions, and actions into the result of quality and quantity, during which he cultivates his ability to complete tasks. In The Road to Wealth and Freedom, Li Xiaolai explained the executive power (pictured above), but most of us deal with it in another way.
Kim Pairel put forward a set of five-step training methods of execution in The Characteristics of Execution, which I summarized as a formula: clear vision+never-ending passion+high mobility+perseverance+interpersonal relationship with the right person = high execution.
Take Xiao Li, the outdoor salesman in front.
(1) Clear vision
Xiao Li's vision is to be an excellent outdoor salesman and visit 12 customers a month.
He divided his goal into two parts: visiting 12 customers a month = 3 customers a week on average = at least about 9 customers a week.
Only by splitting the goals can the work really achieve the expected results.
(2) restless passion
During her work, Xiao Li was full of enthusiasm for her work. Mary Kay said that enthusiasm is invincible for every salesperson. When you rely wholeheartedly on what you are selling, others will certainly feel it.
(3) High liquidity
After making your vision and passion, you need to meet the customers as planned.
(4) Resilience of never giving up
During the customer's appointment, the other party may not answer the phone, or the other party may be too busy or on a business trip to meet.
Cooperation with customers can't be completed at one time. People will laugh at you and even criticize you with their noses and faces during the sales process. What's more, it's normal to keep pushing back. This is the life of sales. You need to improve your ability to resist high pressure to continue.
(5) interpersonal relationships with the right people to do the right thing.
Sometimes, with the help of leaders, colleagues and friends, we have to meet upper-level customers or visit new customers strangers.
In the end, Xiao Li became an excellent salesman by exercising his execution.
Edison said that everything has a solution, and nothing is unimaginable. Thinking is a problem; Do it, and you will get the answer.
3. * * * Love is a necessary condition for successful sales.
The main purpose of sales and customer cooperation is * * * to win, and helping customers solve problems will benefit him. However, communication barriers often occur in the sales process. Because everyone has a wall inside, and effective communication and listening are also necessary communication skills.
When Fang sold the house to Gong Beibei, she created many surprises through her love.
The surrounding map of her self-built house shows that the house has convenient transportation and many living facilities around it, which makes the husband and wife interested in this lot.
Turn the runway room corridor into a gallery for children, and realize the emotional appeal that Gong Beibei can't accompany the children to grow up.
It turns out that a small room as far away from the master bedroom as a chicken rib has been developed to meet the needs of Gong Beibei's husband who needs to sleep during the day and stay away from noisy children.
The attic with windows above the small room also makes Gong Beibei feel that she has her own place in the busy metropolis. Gong Beibei came to see the house at 6 o'clock in order to let her look up at the sky through the small window in the attic, causing a noise and facilitating the transaction.
Love Communication tells us that the so-called communication, "ditch" is a means to build a bridge between the two sides, "communication" is the purpose, and the bridge must be smooth and reach each other's hearts.
You can establish * * * love more quickly in the following ways:
(1) control emotions
We can control our emotions by controlling the "emotional granularity". Only in this way can we put ourselves in the shoes and let our emotions serve us better.
Emotional granularity is a concept put forward by Feldman Barrett in 1990s, which refers to a person's ability to distinguish and identify his own specific feelings. The granularity of emotions directly affects our ability to manage and cope with emotions.
Barrett's research (20 16) found that when emotions occur, you need to know what you have experienced, so that you can grasp your possible physiological and behavioral reactions and respond to each specific emotion in a targeted manner. It can be seen that you can describe your feelings through specific emotional vocabulary, such as happiness, dating and other emotional granularity can be cultivated.
How to mark the emotional granularity? We make a four-quadrant diagram according to the two dimensions of "arousal" and "pleasure", and find some basic emotions we have on the coordinate axis. For example, excitement is an emotion with high arousal and high pleasure, while anger is an emotion with high arousal and low pleasure.
Actively identify the range of emotions, and further try to identify the differences of each emotion in the range, so as to exercise high emotional granularity.
Having a high emotional granularity and learning to control emotions is the first step to communicate with customers and form * * * feelings.
(2) Pay attention to communication
In the process of sales, you often encounter situations where you can feel what customers want, but you can't express it clearly. There is a saying that when you meet an investor in the elevator, you must make your business plan and prospect clear within 30 seconds, otherwise your project may have no future.
We can see the importance of effective communication, and we can train through the "5W2H" rule in our work.
What (who) where (where) why (when)?
2H: How (how) how much (how much) (how much or how much)
Before communicating, ask yourself questions about these seven key points. For example, when George W. Li Can asked a client about his latest advertising intention, he rehearsed in his mind: "What is the demand of this project you recently launched? Which product do you want to promote, where do you want to put it, and what is the purpose of promotion? When do you want to promote it and what kind of effect do you want to achieve? What is the budget? " Then say it in a language that customers can understand.
It can be seen that effective communication is a very important link in the sales process.
(3) Learn to listen
Dale Carnegie is a very good listener. Once, he went to new york to attend an important dinner, where he met a world-famous botanist. In the whole communication process, Dale Carnegie listened attentively to his introduction of many experiments about exotic plants and mating new varieties, and said little. After the dinner, the botanist spoke highly of Dale Carnegie to his host, saying that he was an "inspiring" person at the dinner and an "interesting conversationalist". Dale Carnegie won the favor of botanists through his own listening.
There are generally two purposes of listening: absorbing information and witnessing other people's experiences. By listening, the other party can feel valued and encouraged, and the distance between the two sides can be narrowed.
Interpersonal relationship is the measure to explore interpersonal communication between each other. Don't listen, just introduce yourself, let the other party feel that they are not valued and can't reach * * *.
80% of sales revenue comes from 20% of customers. When you meet a customer with less money and more requirements, you should first analyze whether such a customer is your target customer, and then invest. And through the customer's situation to judge why customers have such a situation, whether there is the possibility of expanding turnover.
Take buying a house for Gong Beibei as an example. The reason why Gong Beibei didn't buy a house for half a year is that Gong Beibei and his wife have the pride of doctoral students and their family income is above average. There will be two children living with the elderly, and they need to sell their old houses for new ones. For these reasons, they have higher requirements for housing, and they have not found a suitable house during their house-hunting trip in the past six months.
What should I do if I meet such a customer? Let's take Gong Beibei's service as an example to see why Gong Beibei can buy her carefully designed T-stage house for her service in less than three months.
1, preparation period
(1) confident
The most important thing in sales is to have enough confidence in your business ability, so as to better serve customers. Just like a beautiful house in Sun Li, she said there is no house that can't be sold.
(2) Collect customer information
Sun Tzu said, "Know yourself and your enemy, and you will win every battle." In the preparation period, you must try to understand the customer's situation, so that you can find a solution to the customer's problem according to the customer's needs.
You can ask about the customer through friends you know, or you can find out the real situation of the customer through information such as rooms.
Gong Beibei's list was successful largely because Fang found out the real information of Gong Beibei and told her the pain point at the first meeting: this transaction is a serial transaction, and you need to sell the existing house before you can buy a new house.
(3) Identify key people
The key figure is who has the most say and decision-making power in a project. Gong Beibei, who has always wanted to impress the room, is the key figure in this transaction.
If you can't confirm who is the key person in the project preparation period, you can only consult through the network of contacts. If you can't do it again, you must visit first and improvise.
2. Meeting for the first time
(1) communicate through * * *
When meeting customers, the most important thing is to communicate with them through * * * feelings, dispel their guard as soon as possible, and sincerely express that they are here to visit and communicate, so as to try their best to help each other.
(2) explain your purpose quickly and reveal your major in communication.
People's patience is only 10 second, so we need to grasp each other's heart within 10 second, otherwise this communication will easily fail. Therefore, in the process of meeting customers for the first time, you must quickly explain your purpose and tell each other your professionalism. Just like when I first met Gong Beibei, I said that you need a professional salesman like me to serve.
How can I practice my expressive ability quickly? As the Oil Man said, "You don't have it, but you are familiar with it". When Wang Hangang, a well-known domestic host, is a host, he will prepare many questions for himself, draw lots at random, and then stand in front of the mirror for a few minutes to train his ability to explain things quickly. It is because of his hard practice that he has such excellent hosting ability now.
(3) Leave contact information to confirm the follow-up progress.
After the customer visits, what must be done is to leave contact information, confirm the progress of the project communicated with the customer that day, and confirm the time of the next communication or visit, so as to effectively promote the progress of the project.
3. At the time of sale
(1) Be professional and gain trust.
Sales can show their professionalism by understanding the needs of customers and the selling points of products. For example, when Fang visited Gong Beibei's house to take pre-sale photos, in order to make the photos look bigger and cleaner and make the house sell better, she also helped her clean the room before taking photos to show professionalism and gain the trust of customers.
(2) create suspense and create a sense of privacy.
An excellent salesman sometimes creates some suspense for customers and makes them have some small expectations and curiosity. Just like when Fang Rujin took Gong Beibei to see the house, Fang Rujin specially invited her to come alone. Even if her husband accompanied her to see the house, Fang tried to politely let her husband wait downstairs and only took Gong Beibei to see the house first.
Through a little exclusive sense of privacy, customers feel that they have been treated with special care and privilege.
(3) Explore the selling points of products to meet customer needs.
Through the understanding of Gong Beibei's needs, Fang Jin Si transformed the runway house, finally met Gong Beibei's needs for the house, and soon signed the bill.
4. After a single order
Sales is not a business, and excellent sales will maintain long-term service to customers. So Fang told another store manager, "Aunt Xu", that if Gong Beibei wanted to sell the house in the future, she would help her sell it. Philip kotler, an authoritative expert in world marketing, said that the cost of winning a new customer is five times that of retaining an old customer, and the retained customer may bring 100% profit to the enterprise. It can be seen that the benefits, returns and importance of maintaining old customers are great.
Philip kotler said that marketing is not blindly promoting existing products, but creating value for customers. Through the case of Gong Beibei, who "settled down" to sell a house with less money and more demands, we can see that excellent sales require insight, execution and emotional ability. Only by truly starting from the "heart" and considering the problem for the customer can we solve the problem and finally win.