How to sell non-standard automation equipment?
The first step is to create an authoritative image and discover customer needs
When is it easiest for customers to satisfy you? Of course, it is easiest to do this when customers regard you as an expert and an authoritative person. The same is true for taking medicines. Customers who take medicines in a pharmacy may make other choices when faced with the recommendation of a shopping guide, but they will not make a choice when faced with a doctor's prescription in a hospital. Raise the slightest objection. Why? The reason is that in the minds of customers, the shopping guide in a pharmacy is just a salesman, while the doctor in the hospital is an expert and a savior who solves problems. In other words, customers will have more trust in the doctor because of his authority. sense of dependence and dependence. Similarly, in the sales process of ceramics, customers will also have a transfer of trust due to the formation of the professional and authoritative image of the shopping guide.
The trust factors that determine customers’ purchasing decisions mainly come from four aspects, namely trust in the brand, trust in the product, trust in the shopping guide and trust in the sales environment. Among these four major trusts, Brands, products, and sales environment are all objective and have established understandings. Only trust in the right shopping guide is a subjective feeling and has certain variability. If the shopping guide can leave customers with image, mentality, etiquette, comprehensive knowledge, etc. If you leave a good impression, especially in terms of comprehensive knowledge, it can make customers feel like they are asking for advice, and sales will be a big step forward. At a training meeting, the author once asked the students present: "Why do customers want to bargain with you?" Because what you show is that you are waiting for people to bargain! The benefits of creating an authoritative image are evident from this!
Creating an authoritative image is only the basic work of sales. The prerequisite for successful sales is to understand customer needs and find the entry point for sales. If you do not understand customer needs and blindly promote products, there may be problems. The phenomenon of "playing the piano to a cow". At the same time, customers encounter the same stereotypes in every store they go to. What would be the effect if you use some fresh tricks? Therefore, when receiving customers, it is best for shopping guides not to use invalid words such as "please take a look", "our products are of very good quality, cheap and affordable" that cannot touch the doorbell of customers' needs. We should go Design a set of questioning terms to allow customers to gradually reveal their needs during the answer process. Once you know what your customers want, the next step will be much easier.
The second step, influence thinking to guide consumption
The core of winning orders is to make customers thirsty, and the reason for this thirst lies in the influence of shopping guides on customers' thinking. I once remembered this story:
A young man applied for a job as a shopping guide in a department store. The boss asked him what he had done. He said: "I used to be a small vendor selling door to door." The boss liked his cleverness and hired him on a trial basis for a few days. The next day the boss came to see his performance and asked him: "How many transactions did you make today?" "One order," the young man replied.
"Only one order?" The boss was very angry: "How much did you sell it for?" "3,000,000 yuan," the young man replied. "How did you sell it for so much money?" The boss was stunned.
“It’s like this,” the young man said, “A man comes in to buy something, and I sell him a small fishhook first, then a medium fishhook, and finally a large fishhook. Then , I sold him a small fishing line, a medium fishing line, and finally a large fishing line. I asked him where he went fishing, and he said the beach, so I took him to the boat seller. I sold him a 20-foot-long schooner with two engines. Then he said that his Volkswagen car might not be able to tow such a big boat, so I took him to the car sales area and sold him a new Toyota. A luxury 'cruiser.'" The boss took two steps back and asked almost in disbelief: "You can sell so many things to a customer just for buying a fishhook?"
"No. ,” the young man replied, “He is here to buy sanitary napkins for his wife.
I said, 'Your weekend is ruined, why don't you go fishing? '"
Your weekend is ruined, why don't you go fishing? Although this is just a story, judging from this shopping guide's guidance to customers, he has completely captured a man's leisure psychology , so that the customer will have a desire to go fishing and put it into practice by purchasing related tools. The same is true for tile sales. The customer's desire is not your tiles. The tiles are just the tools that must be matched to achieve the desire, and a comfortable, A beautiful and safe home is what customers really want. As for whether the tool to realize their desire is Douglas, Marco Polo or Xinzhongyuan, it depends on the influence of your shopping guide.
Third. Step, explain the interests and provide proof
Engels once said: "The relationship between people is a material interest relationship." The author believes that this sentence is only half correct, and there are Half of it is a spiritual and emotional interest relationship. In the sales process, what do customers value most is the functional benefits of the product or the sensory benefits of the product? Is it the emotional benefit or the consumer's self-expression benefit? Intertwined with spiritual and emotional interests, the key for shopping guides to make orders is to be able to convert customers' needs into customers' interests. There are many types of customers, and their most concerned needs are also different. Some are based on designs, some are based on brands, and some are based on brands. Water absorption rate depends on the comprehensive effect. Faced with different customer needs, the shopping guide can explain it from three aspects: core products, formal products and extended products, and then focus on the interests that customers are most concerned about. When the author was operating Douglas ceramic tiles in Xi'an, The aristocratic culture is extended to palace culture, salon culture, knight culture and gentleman culture, and is interpreted in depth corresponding to different ceramic tiles. By selling culture, many customers who come into the store are impressed. When culture becomes a symbol of taste, it becomes a spirit. When it comes to emotional benefits, price is no longer so important.
Of course, after explaining the benefits, some means must be used to strengthen the customer's feelings, that is, to provide proof or reference. I encountered such an example during a terminal visit:
As soon as the customer entered the door, he asked: "Are your bricks wear-resistant?" The shop owner said: "My bricks were pressed with a 7800-ton press. , is one of the top ten famous brand products. It is very strong and wear-resistant. It weighs 7,800 tons, which is equivalent to the weight of 130 trains full of goods. Can something pressed with such heavy pressure not be wear-resistant? ", the customer nodded in agreement, looked at it and finally walked out of the store. Logically speaking, the store owner's introduction was pretty good, but why did the customer leave and never come back? The reason is that the store owner's sales persuasion The credibility is not enough. If you say 7800 tons, it is 7800 tons. If you say it is wear-resistant, it is wear-resistant. If there is no factual proof, customers will have to be dubious about what you say is wear-resistant. I went to other stores to compare, but if you use a steel nail and a key to scratch the bricks a few times to prove it to him after explaining the reason for the wear resistance, will the effect still be the same later? When visiting the store, the store owner used this "experiential marketing" method and quickly closed an order of more than 5,800 yuan. It is better to do what you say and let the customers appreciate your words during the experience. Verify that he will truly believe you.
Step 4: Interact with customers
I remember when someone was analyzing why Faye Wong’s concert was not as popular as Andy Lau’s concert. He pointed out that Faye Wong's temperament is a bit like that of a fairy, which is best used for appreciation, so it is suitable for watching from a distance, while Andy Lau is good at stirring up emotions and can interact well with fans, so more people come to the scene to experience it.
The same goes for sales. The solo performance of the shopping guide will also make customers watch from a distance and not dare to communicate in depth. If the shopping guide wants to do a good job in sales, he must be like Andy Lau, who not only has excellent professional skills, but also You must learn to interact with customers.
Interaction with customers mainly includes four aspects, namely interaction in language, thinking, expression and movement. Mainly through your own tone, speaking speed, intonation, expression content and other elements, you can convey confidence, affirmation, recognition, appreciation, encouragement, cheers and other messages in the sales process.
The interaction of thinking is hidden in the expression of language, that is, through the information expressed by the other party, grasping a certain key point for in-depth communication, and allowing both parties to think on the same track on this issue. go ahead.
Interaction with expressions is also very important for sales results. Expressions of affirmation, welcome, and appreciation can encourage customers to open the windows of their souls and tell more information, while expressions of embarrassment, indifference, and A expression without any expression will cause people to feel a subconscious resistance, and they will not want to say many things in their heart. At the same time, from the perspective of interpersonal communication in the store, who doesn’t want to be in a living environment where mutual respect and mutual appreciation are present? Many times, a knowing smile can elicit recognition from customers.
Of course, interaction must include actions. A nod and a gesture of appreciation can always make customers feel at ease, and the body language expression of a scene can make customers feel like they are actually there. feeling.
Therefore, during the sales process, customers should be allowed to take a look, listen, touch and weigh in a timely manner. And through facial expressions, language, gestures and other actions to enhance the effect, customers will get along with you more harmoniously.
Step 5: Handle customer objections
It is easy to encounter similar problems during the sales process:
Customer: "Like us living on the second floor The light is not very good, so we need to use lighter-colored bricks." Shopping guide: "Yes, lighter-colored bricks are most suitable for lower floors." Customer: "But light-colored bricks are not resistant to stains and are difficult to work with." "Hygiene" is a good communication, but the customer inadvertently dug a hole for us. Either he said this or that problem or that your price is too expensive. Anyway, every customer has his own objections. Whether the customer's objections can be properly handled depends on whether today's work of pouring tea, moving bricks, and making introductions was in vain. Therefore, an excellent shopping guide must learn to do sales lines well, write down common questions and list different answers for different groups of people. In this way, after a period of accumulation, when you memorize 300 lines of lines, At this time, it can basically be achieved that the soldiers will block it and the water will cover it.