The goal of sales is to "sell any product to anyone at any time and any place". Therefore, without changing the product, we can only change the customer's mind. To change the customer's mind, we must remember two very important words: foreshadowing and guiding.
Share the true story of real estate Daniel Kaifeng.
The following is the story:
"I used to be a tour guide, so I dare to disclose here how tour guides' pave the way' and' guide' tourists to shop: when I was a tour guide in a famous mountain in Sichuan, I always introduced the local climate to tourists by driving them up the mountain, with special emphasis on the humid and rainy climate here all year round, and pointed to those mossy trees to prove that I was telling the truth. This is the first step: tell the local rainy and humid climate.
Bedding 2: Get off and walk along the mountain road, and you will meet many porters along the road. Those people are locals, carrying sedan chairs that are occupied, as fast as flying. At this time, we will "pretend unintentionally" to introduce the "leg and foot joints" of these porters to tourists, even though they are still healthy in a humid climate. At this point, the "joints" that pave the way for keywords began to appear.
Bedding 3: Then I entered the temple, and one of the Buddha statues is the treasure of the town temple. Let's tell you a long-standing story. Fifty or sixty years ago, others accidentally found something in the Buddha statue, besides the scriptures, there was also a paper prescription. According to research, Sun Simiao, the drug king, found that many local people have diseases such as rheumatism and arthritis, so he prescribed this prescription. People use this recipe to soak wine and then get rid of rheumatism and arthritis. In memory of Sun Simiao, the medicine king, everyone called this wine "Medicine King Wine", and put this prescription into the Buddha statue when restoring it. The second keyword appeared in this foreshadowing-"Yaowangjiu".
With the previous "bedding", it is logical to further "guide" the sales of Wang Yao wine after going down the mountain. Visitors can make purchases according to their own needs.
Now it can be seen that the first three "bedding" are all to "guide" tourists' consumption in the future. If you don't pave the way, tell stories directly to promote alcohol products, and how good the wine is on the spot, it is easy for tourists to regard the tour guide as a "salesman." If there is a foreshadowing, the promotion process will not be so abrupt, customers will be more likely to regard their purchase behavior as their own active decision, rather than passive consumption, then the probability of transaction will be higher.
About customers:
Customers buy benefits rather than functions.
Many real estate consultants often only talk about the characteristics of real estate when introducing real estate. For example, there is a basketball court in our community and a mountain behind our community. The walkways in our community are made of permeable bricks, and we invited the property in dtz. Then turn to the next selling point. It's like drinking red wine as beer. I should have tasted it slowly, but I swallowed it in one gulp and didn't taste the original flavor of the red wine.
"We have a basketball court", "We have a mountain", "We use permeable bricks" and "This is a property in dtz". These are just functions, and the customer does not realize that these functions are good for him. For a real estate, there are several familiar selling points that customers can think of, such as river view, sea view, adjacent subway, degree and so on. Other selling points need detailed rendering by property consultants.
Closing a deal is like boiling water. On the one hand, we need fuel, on the other hand, we need time. Even if a pot of water is placed in the ultra-high temperature of the steelmaking furnace, 1 s will not boil. When customers come to the sales office, they rarely make a deal within 30 minutes. Even though a few customers will make up their minds within 30 minutes, they may regret it when they get home, and even be accused of being too hasty by their families.
Generally speaking, the best closing time is 60 ~ 90 minutes. The longer the time, the more secure the customer will feel when paying the money, especially for the customers who come here for the first time and make a deal. In other words, we need to talk longer. If we only talk about "characteristics" and don't extend "benefits", it is likely that our introduction time will only be three to five minutes, and it will not exceed 30 minutes at most. Although many of our real estate consultants sometimes talk about a customer for more than 60 minutes, the real introduction time is very short, and most of the time they spend more than 60 minutes answering a customer, but the real introduction time is very short, and most of the time they are answering and explaining some customers' questions.
So, how can we extend "characteristics" to "benefits"? Take the characteristics of the real estate just introduced as an example. What are the advantages of having a basketball court? If the customer happens to have a little boy, you can say, "Many boys like playing basketball now. Playing basketball can not only exercise, but also cultivate children's team spirit and social skills, which is very helpful for children's future growth, including going to society. " The customer thinks it makes sense. If there is a basketball court in the community, it is really a good thing. Therefore, when he looks at other properties, whether there is a basketball court may become a judgment factor, thus enhancing the competitiveness of this property.
There is a mountain behind the community. What are the advantages? You can say to your customers: "Now people are paying more and more attention to health, and a pedestrian walkway will be built on the mountain behind our community. Then you can go for a walk in Houshan Garden, which can not only breathe fresh air but also exercise, killing two birds with one stone. "
What are the advantages of using permeable bricks for walkways? You can say to customers, "We use permeable bricks in our community, so that rainwater will directly penetrate into the soil, which not only irrigates flowers and plants, but also reduces the pressure on the urban sewer network. Moreover, because the community maintains water and soil, it will be beneficial to bring more moist and clean air to the community on sunny days, which is also beneficial to health. So you can see that in our community, every detail, even every brick used, reflects the developer's consideration for the health of the community owner and his contribution to environmental protection and urban construction. "
Therefore, it can be seen from the above examples that we should not only talk about "features" but also "benefits", that is, to raise a small selling point to a higher level. "Basketball court" has risen to "teamwork and socialization"; "Mountain" rises to "health and life" and "permeable brick" rises to "environmental protection and urban contribution". Don't think this is nonsense, we just want our customers to keep hearing the benefits and advantages of their real estate. Maybe the customer won't remember what you said, but he knows that you have been talking about the benefits of real estate for a long time, and he will naturally think that this real estate may be really good. Practice has proved that extending "characteristics" to "benefits" can at least improve the transaction rate by 30%. How is the sales champion tempered? It is the accumulation of one more customer today and one more customer tomorrow.
? Walking with tigers and wolves is an animal; Dancing with the phoenix will be a handsome bird.
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