Business people, salespeople and merchandisers must know how to answer questions.
Signing strategy:
You must learn to analyze customers, and you must actively analyze customers. Without this step, no wonder your signing rate is not too high.
So how do we analyze customers? What aspects of the customer should we analyze? What action should I take after analyzing the customer?
The first step in analyzing customers is to know customers, collect relevant information about customers, learn to observe customers carefully in the first contact, and learn to use your acquaintances to better understand customers.
Everyone familiar with the Three Kingdoms knows that Sima Yi asked, "What is the simplicity of sleeping and eating for Kongming?" And come to the conclusion that Kong Ming's life is not long. We should cherish every opportunity to deal with customers and collect customer information in detail.
Because we don't have many opportunities to contact customers, we should cherish the opportunity of meeting for the first time, observe carefully, and don't be careless, and finally miss the important information of customers.
If the customer is introduced by a friend, you should learn more about the customer through the introducer. They must be more familiar and comprehensive than you.
If there are no references, you must rely on yourself to seek more information from customers strategically through conversation in communication with customers. You should know that everyone has a strong sense of self-protection, so pay special attention to artistry when asking questions.
The best way to know customer information is through the "home improvement questionnaire". Designing a questionnaire in advance and guiding customers to fill in this questionnaire can not only effectively reduce customers' vigilance, but also grasp more and more comprehensive information. Therefore, designers should learn to use questionnaires strategically to guide customers to fill in, but they should not be too hasty, lest customers refuse to fill in or fill in falsely. Please refer to the "signing tools" folder for details of the "home improvement questionnaire".
Basic information
The basic information of customers is easy to understand, and can be fully understood through observation and communication. Generally speaking, the following basic customer information should be collected:
Gender, age, nationality, height, culture, work unit, position, specialty, hobbies, family (number, age, height, culture, hobbies), contact information (home phone, office phone, mobile phone, email, QQ), etc.
You can also know the customer's understanding of decoration, such as: decoration date (urgency, when to move in), decoration choice (the number of construction teams and other decoration companies, the number of contacts).
Customer gender
This is the best to understand, but it is necessary to distinguish whether the customers you contact are the final decision makers at home, that is, for example, some female customers come to understand the decoration. Although she contacts you, she is not the final decision maker, so you should adjust the customers.
Generally speaking, different sexes have different psychological needs in personality, so we should pay attention to the analysis.
Men tend to be more rational, and the house is still a house for him, while women subconsciously think that the house is home. Men pay more attention to the decoration of the house, while women pay more attention to the atmosphere of the home, so women are often more emotional. A woman is willing to contact with the person she likes and has a strong tendency, so the first feeling is more important to a woman. When contacting female customers, we must create a good first impression. For female designers, you must not dress too fashionably, especially not more fashionable than female clients, because women are naturally jealous, so you should pay attention to this, at least pay attention to your image when you meet next time.
Most women pay special attention to the growth of children, so the topic of communication with them can be the education and growth of children and impress her through the children's room.
At the same time, although some families are managed by male clients, female clients must not be ignored, because if they are not satisfied, they will ramble in front of their husbands for a long time. Therefore, as a designer, we must fully please female customers, especially female designers must not get too close to male customers, so as not to cause women's intuitive disgust. They should build alliances with female customers by talking about female topics.
Female customers are responsible, just manage female customers.
Male customers are the masters. In addition to meeting the needs of male customers, they should also take full care of the feelings of female customers.
For female customers, making details is more important than making plans!
For male customers, it is necessary to impress him through rational analysis and overall planning and collocation. At the same time, communicate with him in the study, living room, watching TV and resting on the balcony.
Men are more curious than women, so they can introduce some new schemes, or some design schemes with "drama", such as planting flowers and raising fish indoors and hanging some saber weapons in the study.
Customer age
Customers of different ages have different home improvement psychology.
Customers aged 20-30 years old have poor economic foundation, and the scheme should be economical and practical, with fashionable beauty. They tend to be modern, and glass and metal are more acceptable. They are lazy, so they are more likely to accept some supporting services, and because they lack social experience, they are more likely to gain trust. The key is that the budget must be acceptable to them, or at least affordable to them.
Customers aged 30-40
At this stage, the customer base belongs to the most stressful social group. They have to make a living, raise their children and support their parents at the same time, so the pressure of working in the unit is also greater.
Therefore, this part of customers in the home improvement, more economic and practical. Female customers have a stronger pursuit of beauty, while male customers are more eager to have a relaxed family environment. In design, economy comes first, family warmth comes second, and children's education is particularly important.
Customers aged 40-50
At this stage, the economic pressure of customers is far less than that of young people. With the gradual maturity of their psychological state of mind, they pay more attention to their own tastes at home. Because of good economic conditions, relatively speaking, the cost of decoration will be higher, the economy is no longer the first factor, and taste has gradually become the first factor in home improvement.
Female customers are gradually entering menopause, and their temperament is not stable, so they should be extra careful in service.
Customers aged 50-60
Customers at this stage are basically elderly customers, and women will be particularly pragmatic and practical at this time. There are many cabinets at home because they can store too many things. Therefore, we must consider the storage needs when decorating.
Of course, for customers in leadership positions, the pursuit of taste and brand is still very strong. As their children grow up and get married, they especially want to reunite with their children and enjoy family happiness. Therefore, more consideration will be given to the family gathering function of the living room and dining room.
Customers over 60 years old
If it is an ordinary wage earner, the income at this age will not be too high, so the decoration is more practical. Although there are certain requirements for environmental protection, it is not the most important factor to consider. If the pension is high, they will not spend a lot of money to decorate the house in a particularly fashionable way. They are more willing to spend money on high-end things, such as some practical small appliances or fitness equipment. They value eating, drinking and having fun more than anything else, so the elderly have been traveling particularly well in recent years.
National customs
It should be said that today's China is a multi-ethnic society, and many people downplay the concept of nationality. Even if there are ethnic minorities in the city, their living habits are not much different from those of the Han nationality except in areas where ethnic minorities live in concentrated communities. But as a designer, it is good for design and communication with customers to know some ethnic information of customers. First of all, be a designer, don't discriminate against ethnic groups, and don't show too much curiosity about ethnic minorities.
However, in the design, we should respect customers' national habits and characteristics, and understand the colors, articles and decorations that people of this nation are more taboo.
At the same time, we should know more about the customs of this nation, the deeds of historical heroes and famous scenic spots, and we can express our appreciation and admiration for these in the communication with customers, such as talking to Mongols about Genghis Khan and the coyote, talking to Xinjiang people about two generations of love, talking about grapes and cantaloupes in Xinjiang, which can enhance our feelings with customers.
Height and weight
Don't talk short in front of short people, and don't say fat in front of fat people. This is the most basic common sense to communicate with customers.
But when designing, these elements should be taken into account, such as cabinets. If female customers are not tall, the cabinets should be designed to be shorter accordingly, so as to avoid inconvenience to customers when using them. If there is a fat man in the customer's home, the door, living room and dining room should be designed spacious, or at least create a spacious feeling. But don't design the door of the dwarf's house too low, lest his friends make fun of him.
Literacy
The education level may not be known accurately, but it is necessary to draw a conclusion through analysis. Under normal circumstances, the higher the education level, the stricter the requirements for home improvement and the more careful the customers, which designers must pay attention to. The higher the cultural quality of the customers you serve, the more careful and meticulous your work should be. These customers are particularly rational, so as long as you work carefully, it is also an effective means to conquer them. Don't think that people with high education are easy to talk to. In most cases, the opposite is true.
workplace
In different work units, customers' requirements for home improvement or ways of getting along are different. Working in government agencies, he subconsciously has a sense of superiority as an official, or always wants to move up step by step, so the schemes that can impress them in design are often more traditional, such as Chinese or European; In communication, what they long for is a kind of respect and worship, and everything should follow his ideas; In faith, they believe in some lucky numbers and mascots.
Teachers and doctors
Clients such as teachers or doctors are often very cautious, and most designers think they are more difficult to deal with. But they also have the corresponding advantages, that is, colleagues communicate frequently, and one household can be completed to develop multiple households.
Teachers are sensitive to numbers, and doctors are sensitive to environmental protection and indoor safety. Therefore, the teacher's budget must be carefully calculated, the figures must be accurate, and the size must be correct; When designing a doctor's home, it is absolutely safe to consider the harm of corners, floors and stones to people.
Enterprise manager
The management of formal companies pays special attention to the process. Therefore, to make such a plan, we must list all the construction processes of home improvement and do them in detail. If you want to win the favor of customers, you must prepare various materials in advance. They are also very concerned about your workflow, because you haven't even finished the design process, how can you decorate his house?
individual operator
Business-related information is what businessmen pay more attention to. Such as time, wealth and cost. Designers should try their best to win the favor of customers in time, save him time, formulate negotiation process and home improvement process according to his time habits, put forward a time-saving home improvement plan, introduce Feng Shui theory into decoration, and straighten out his financial situation, all of which can impress him. Most businessmen have the concept of cost, so it is very important to help him understand the actual operating cost of home improvement.
Foreign white-collar workers
White collar workers are more fashionable. If you are not avant-garde, at least you can follow the trend.
One of the characteristics of white-collar workers is that time is tight and pressure is high, so these two factors should be considered in family decoration. Designing a small bar, a leisure area and a well-designed family gathering space (gathering atmosphere) can impress him.
At the same time, white-collar workers are lazy. We should fully develop and cultivate their lazy habits and give them lazy home decoration.
Professional role
No matter what the customer does, whether he likes his career or not, he must first have an inner bias towards his career when facing outsiders, so the designer must affirm the customer's career and exchange more knowledge or information with the customer within his career scope so that he can have a sense of identity. At the same time, if his occupation is taken into account in the design, it will definitely leave a deep impression on customers.
Personal position
It is important for designers to know the customer's position. There are two purposes, one is to understand his status, to speculate on his economic conditions and home improvement psychology, and the other is to better communicate with customers. For example, some customers are government officials, directors, department heads, principals, deans, bosses and department managers. Their different positions also reflect their different economic environments.
address
China people are very concerned about addressing, while China people like to be formally addressed. For example, if you call a director "Sir", he will feel alienated, if you call him "Brother", he will feel too close, or his position will suddenly decline, so calling him "Director" is what he wants to hear most, because it represents his position and power. Customers of enterprises should also be called by their first names, such as Mr. Wang, Manager Li, Director Liu, etc ... If you really don't know the location of customers, you can also call them "elder brother * elder sister".
family background
The house is for a family, so in addition to understanding the customer's information, we should also consider his family comprehensively. It is best to apply scene design and include their whole family in the design scheme, instead of just designing his room for everyone.
Design a family education environment for parents; Design a plan for children to take care of their parents, honor their parents and take care of the lives of the elderly; For the elderly, designing a plan to reunite with their children and having fun with their grandchildren can impress customers.
Decoration date
This information is also very important if customers are eager to decorate and move in. Some customers now have poor housing conditions, so in their subconscious, they have a strong desire to move into a new house; Some customers are ready to get married, and the renovation time of the new house is pressing, so give them time to satisfy the customers from the renovation time. Because time is tight, they choose less space, so designers should seize this point, try to show them the plan in advance, and then fully explain the decoration time in the plan to meet their needs. If the designer is too slow, the opportunity will be taken away by others, because they don't have much time to compare, and the feeling is almost fixed.
Decoration selection
In communication with customers, designers should fully understand whether customers want to find a construction team or a decoration company. At present, we have found several decoration companies, and we are the first. What do customers think of the previous one? This information is especially important for signing the bill!
Of course, for the sake of self-protection, it is impossible for customers to tell you this information voluntarily, which requires us to analyze it. Some customers have almost negotiated with other companies, but they still want to go to other companies to avoid being cheated, so they need to quote directly; Some customers have learned a lot from others, so they are more professional when asking questions.
If we are the first, we must work hard in two aspects. First, we must consume the customer's time, so that he has no time to go to other people's homes, or it looks very tired to go to other people's homes; On the other hand, we should make great efforts to form a first impression, that is, let customers compare other companies with our company as the standard. Therefore, we should give our customers the highest standards, that is, the lowest quotation, the best brand, the best service, the most perfect design scheme, the most professional designer and the favorite designer, so that when he looks at other people's homes and finds that others' homes are not as good as ours, he will come back here immediately to make a decision.
If many companies have provided services to customers before us, then at this time, it is necessary for us to serve customers in the shortest time, otherwise the time is too long and customers have made decisions with others. At the same time, we must be preconceived and form the best impression on our customers. Only when we do better than others in all aspects will customers sign the bill at our home. If we don't pay attention to ourselves, have the best image, have the best service, the price is much higher than others, and our work attitude is also very procrastinating, then it is only a waste of time and energy to receive customers at this time.
signature analysis
Personality is the first element of interpersonal communication. Different people have different personalities. People with different personalities like different things, so their corresponding psychological state is different, and their needs for interpersonal communication are different. If you don't understand other people's personalities, you have little chance to win others' favor by associating with others.
Understand other people's personality, avoid reality and do what you like, in order to win the good feelings of others. The same is true for home improvement. Every customer has different personality characteristics. We should learn to analyze the customer's personality and communicate with him in the way he likes.
From the emotional point of view, some people divide personality rules into four types:
A lively personality
Perfect personality
Strength characteristics
A peaceful character
Some people compare these four personalities with the four main characters in The Journey to the West, and they are exactly the same. Tang Priest is a perfect personality, the Monkey King is a strong personality, Zhu Bajie is a lively personality, and Friar Sand is a peaceful personality.
A lively personality
Lively personality is emotional and enthusiastic. They know how to have fun at work, then describe it vividly and relive those exciting details again. Then it seems that you always talk more and do less. As long as he is present, it will always be laughter. But once they are in trouble, they will disappear without a trace, immature, unorganized and lacking in responsibility. Therefore, lively people's mood swings quickly. They are happy for a while, sad for a while, but they will soon be happy.
They accept new things quickly, but lack perseverance.
Feel the rest for yourself.
Business people, sales people and merchandisers should know the answering skills.
1. Why is the price so high?
Where do you think the height is? Which product makes you look more expensive than ours? In the existing market, products of the same grade are not cheaper than ours. If you are talking about the brands of those small factories, they are indeed lower than ours, but they are definitely not our grade.
2. What's your price?
Do you already know our products? If you don't know it well, then you can't judge whether our products are expensive or not. Your consideration of price is nothing more than whether you can make money and how much profit space you have. After listening to our product introduction and understanding our products and marketing strategy, I think you can understand our price.
3. Why is the price so low?
Answer? What you asked is the key of our product, which is the result of our selling point and product strategy. The first is our scale advantage. We bought a group, which reduced the overall cost. Secondly, our company operates healthily and reasonably, without bad assets, and its operating efficiency can be maximized. Finally: but our business philosophy is to stick to the road of cost performance. We have the lowest profit, so the price is the lowest! If you really intend to cooperate, then we can talk about the price, because I don't want our price to bottom out. After all, my price still has a considerable advantage.
4. Is your product good or not, and can the quality be guaranteed?
A: Of course there is a guarantee, even the quality can't be guaranteed. How dare I open the door? What I want to seek is not short-term business, what we need is long-term cooperation. I can explain our quality assurance from two aspects, the first is our inherent advantages:
A, the scale strength of our company, our core competitiveness is technology development ability, which has a certain popularity in the industry here.
B, the company cooperated with a well-known university in China to become the research center of the company. Our products have not only passed ROHS, CE, ISO900 1 product patents and other quality and environmental protection certifications. It can be said that they have absolute quality assurance. In foreign countries, our technical service team is rich in technology and can solve your quality worries at any time.
5. What if there are quality problems?
A: Of course, no one wants problems. We will analyze them carefully. If it is really our quality problem, you can rest assured that you will act according to the contract and never let you have any worries. Our service team will serve you wholeheartedly.
6. Why haven't you heard of this brand?
A: At present, there are nearly 3,000 manufacturers of solar products in the solar energy market. It is normal that there is no fame here. No domestic brand dares to say that it is a national brand, and it is all regional. If you mean abroad, there is, but everyone knows the profit.
7. Can you advertise with me?
A: Of course. What kind of advertising effect do you want? What kind of advertisement do you want to do? Who do you want to show it to? You must tell us the purpose of your advertisement. If it is a commercial advertisement, then your network construction is not mature, so you want to plant seeds by plane. If the foundation has not been laid, the fields are fields and the fields are fields, then the seeds scattered on the ground will not be wasted. It's like doing a big media advertisement now. How effective will that be? So you have to decide who you want to show your advertisement to and what purpose you want to achieve. We will help you design according to your purpose and actual needs.
8. What services do you have?
A: Our services can be divided into A business services, B technical services, C marketing strategy services, D internal management services and E information exchange services. I don't know what else you need.
9. Do you have a bed? How much is this bed?
A: Yes, 5% for the first time and 5% for the third time, but the price will be higher than that without distribution. If you don't shop, you can enjoy this preferential price and give you a corresponding bonus according to your sales at the end of the year.
10. What's the ratio between quality and XX?
A: I can say that our company's products are the most cost-effective in the same grade, and we are definitely the best in the same price range. Why do you say that? We adopt a low price strategy for mid-range products. Only in this way can we not be helpless in the price war that will happen in the future.
1 1. Is your policy true?
A: Our company has just started to use a place as a pilot market, and now it has been quite successful. Therefore, we will take advantage of the fact that domestic companies that produce solar energy products have not yet done this domestic market, give full play to the priority stability of our products, excellent quality, excellent price and better service policy, and win-win with distributors!
12. How about I want to be a regional distributor?
Yes, but I want to know which field you are strongest in and what is your monthly sales? What's the worst area? What is the monthly sales volume? If you only do 20 thousand to 30 thousand a month in this respect, it doesn't mean anything to you or us. So if you think you can eat several areas, please let us know and we will plan for you, but we must ensure our monthly sales, so I think you'd better take it step by step.
13. Who will pay the inspection fee of your company?
A: Basically, the fare is not reimbursed. Accommodation, meals and duration during the inspection period are calculated according to company standards.
14. I'm too busy to talk to you.
A: Then I'll wait for you here! If you really can't spare the time now, please specify a time, 8 or 9 o'clock. I have time.
15. I have no time now. Let's talk about it in a few days!
We'll talk in a few days, so let's fix a time! Do you think it is tomorrow or the day after tomorrow?
Is it morning or afternoon?
16. What if there is no rebate?
A: What do you mean by rebate? How high is its price? We can also set up rebates, so the price will definitely not be so cheap. It can be said that we let the profits out first, so that your capital utilization rate can be greater!
17. Can I sell it on commission?
Answer: Why do you want to sell it on commission? You just don't know our products and are afraid of high risks, but I can tell you, first of all, our price is so favorable, which reduces the price risk for you. Secondly, our quality is tangible in the long-term market experience, which reduces the quality risk for you. Then, our sales model supports the brand strategy of high brand and low price.
18. I need your long-term support.
What kind of people do you need? Whether it's technical or service, but no matter who we send, we can't stay for a long time, so the real support is our training support for your service personnel. Only in this way can we fundamentally improve our comprehensive strength! Whenever and wherever customers ask questions, this is our greatest support for you!
19. I heard that your service is not good?
A: Huh? who did you hear that from？ I have never heard of it. Now that you have heard about our quality, please tell us. This is also a valuable experience for us to learn. If there is anything worthy of improvement, boss X is welcome to point out the criticism.
20. I heard that your quality is not good?
A: Huh? who did you hear that from？ I have never heard of it. Now that you have heard about our quality, please tell us. This is also a valuable experience for us to learn.
2 1. Can you reduce your price?
Do you want to buy a low price or a high profit? It can be said that our price is absolutely the lowest, lower than ours. There are only two possibilities: one is not at the same level as us, and the other is that the quality is not guaranteed. It is not easy to achieve our cost performance. We have strength, but we don't have this kind of consciousness in time, so we won't mention the weaker ones. There is a saying: money is not saved, but earned. Boss X, do you think we should talk more about sales strategy?
22. Your packaging doesn't look good. Can you buy it?
A: One person has one aesthetic view, and ten people have ten aesthetic views. If you feel bad, that's all right. Anyway, you are not selling clothes, as long as the products are good, it is important, isn't it?