Third? Promote customer relationships

Zhao Wu’s notes

After opening a dialogue with an unfamiliar customer, the next thing we have to do is how to advance the relationship until the customer accepts us. At this time, you can It is much easier for customers to promote products.

□ Test questions

After you complete your first visit to a customer, what will you do next to advance your relationship with the customer?

A. During the chat, you heard that a certain restaurant mentioned by the customer was good, so you booked a private room and invited the customer out for dinner.

B. During the chat, you heard that the customer was from Inner Mongolia, so you bought two packs of beef jerky for the customer and planned to take it to him when you have an opportunity.

This is the difference in sales behavior. Some salespeople may choose A, and some salespeople may choose B. Is it A or B? Let's analyze it. After you complete your first visit to the customer, send a text message to the customer saying: "Mr. Li, I have reserved a private room at XX restaurant. How about we have a casual meal together in the evening?" How did Mr. Li respond? you? "Okay" or "Sorry, I'm not convenient tonight", I dare say the probability of replying to you that it's not convenient for you is relatively high. Because we know that a lot of business is actually negotiated over the wine table. When Mr. Li purchases company products, he has both the company’s interests and his personal interests. Eating is fake, talking is real. I I'm not particularly familiar with you, and I don't know you as a salesperson very well. Do I dare to have dinner with you rashly?

Let’s look at the second one. After buying beef jerky, you can call Mr. Li directly and say: “Mr. Li, my wife went to Inner Mongolia on a business trip, and I asked her to bring two pieces of beef jerky for you. Come back with a package of beef jerky, I will bring it over for you in the afternoon. "No matter whether the business is successful or not, two packages of beef jerky don't cost much. Even if Mr. Li doesn't cooperate with you and takes two packages of beef jerky for nothing, you won't. There will be too much loss. After the first visit, no matter what sales actions you take next, there is a basic principle that is to continue to give the customer a sufficient sense of security and not to act too hastily. This is common sense in sales.

1. Customer level classification

After completing the first customer visit, we need to seriously summarize and classify the customers, which customers need quick follow-up and which customers You need to take it step by step before taking the next sales action.

1. The intensity of customer demand

For example, I am very hungry now. Although I know the dumplings are delicious, I cannot wait for you to knead the noodles, chop the fillings, and then slowly Bao, I would rather go directly to the opposite door and buy a bowl of noodles to eat. Although it is not as delicious as the dumplings, it can fill my stomach immediately. The stronger and more urgent the customer's needs are, the more we need to quickly increase the frequency of visits.

2. Customer knowledge mastery

The more customers know about products, purchases, uses, promotions and self-knowledge, the faster they can make purchasing decisions, and the more you need to focus on follow-up , because he knows this industry better and has relatively more resources at hand. As long as you are not careful, he may make a deal with others. The less knowledge the customer has and the less they understand the industry, the more opportunities and time are left for us. We need to brainwash and establish standards with customers.

3. The customer’s decision-making power

How much power does the customer you visit have in purchasing decisions? If the customer can make the decision alone, then you need to follow up quickly. Because their purchasing decisions are relatively simple and direct, and one person has the final say; if the customer alone has the final say, and requires consensus among several departments within the company, then you need to develop more insiders within the company.

4. Characteristics of customer behavior style

Some customers are impatient and do not like to be sloppy when doing things. They pursue high efficiency and quick solutions; some customers just have to think over and over again when doing things. I have to compare multiple options, and I am indecisive and unable to make a decision. For customers who are more impatient, we also need to follow up quickly, and for customers who are slow-tempered, we can guide them slowly.

5. Customer fund budget situation

The value of developing large customers is much higher than that of developing small customers, because large customers are rich and are likely to produce large orders.

If you don't keep an eye on such customers, your opponents will catch wind of it. This is simply a piece of fat meat that can either bring you enough profits or bring you the value of a model customer.

We use the above five points of information to conduct a comprehensive inventory of customers, thereby classifying customers into ABC customers. Type A customers are the customers you should focus on investing time and energy to follow up quickly. Type B customers are Customers who need you to follow up immediately, type C customers, because they are in the early stages of purchasing or the purchase amount is not high, we can follow up slowly.

□ Practical case:

Toutiao’s sales structure is divided into three parts - KA (Key Account, referring to major accounts), LA (Local Account, referring to local major accounts) and SMB (Small and Midsize Business, referring to small and medium-sized enterprise customers). The main responsibility of these three sales teams is to attract new advertisers and achieve Toutiao account opening.

2. How to advance the customer relationship

After we start the dialogue with the customer, the next thing to do is how to further advance the relationship. This is like when a man and a woman fall in love. At first, the boy finds an opportunity to say the first words to the girl, and the next thing to do is how to date.

1. Understand human nature and go with what she likes

After you meet a girl you like and want to pursue her, the first thing you have to do is a background check. You have to understand Who is this girl’s name? What does she like and dislike? Where did she study and where does she work now? Does she have any brothers or sisters at home? Who does she live with now? Does she like reading or playing ball? The more you investigate this girl, The more you have, the more initiative you have and the more you can do what you want. Similarly, the collection of background information about customers should never stop. Even after you complete the first visit to the customer, you must still do everything you can to collect more background information about the customer. The so-called mind-centered selling requires us to understand what the other person is thinking.

□ Practical Case

In the same cigarette shop, the salesman Xiao Zhang went there many times, but the boss just didn’t want to talk to him. The salesman Xiao Li went there twice and kicked the boss. Done, why? When Xiao Li went to visit Boss Wang for the first time, he found that there was an unfinished chess set on the table in the middle of Boss Wang's shop, because Boss Wang was busy greeting the guests and didn't pay much attention to Xiao Li. When Xiao Li went to visit Boss Wang the next day, the boss said, "I don't need your products." Xiao Li laughed and said, "Boss, I'm not looking for you to buy our products today. I'm looking for you specifically today." You play chess." The two of us played three or four rounds. When it was time for lunch, the boss insisted on keeping Xiao Li to eat and then play again in the afternoon. Over time, Xiao Li became Boss Wang's chess friend. Xiao Li naturally found the right opportunity to let Boss Wang drink in his company.

Sales staff must not only have a clear understanding of customers' hobbies, but also have a wide range of hobbies themselves. Only in this way can they be able to talk to customers. A young man once said to me: "Mr. Li, why do you want to do sales? To do sales, you need to have a wide range of hobbies and know a little bit about everything, so that you can have topics to talk about when communicating with customers."

2. Make visits a regular routine

If you meet the girl you like on your morning jog and you are attracted to her, but you don’t know how she feels about you, this is the most difficult time. is how to start a conversation. The nights are long and the dreams are many, so one day you finally muster up the courage to say hello to her and say: "Good morning." But the girl was stunned for a moment, then ignored you and ran over. Is it embarrassing? What to do next? Some people choose to give up, while some people choose to continue to persist. The next day you still greet her and say: "Good morning." You greet her and say good morning every morning when you meet her. Half a month and a month have passed. Month, two months, three months... There are only two options for this girl at this time, either she changes her running route, or she starts to greet you with a smile.

Cultivating customers' habits and making our visits a regular basis is the second important method to promote customer relationships. In the movie "Days of Being Wild", Leslie Cheung said to Maggie Cheung: "From now on, we will be friends for one minute. This is a fact. You can't change it because it has passed." Find ways to occupy the customer's time so that the customer's work or You exist in life time.

3. Emotions come from trouble

A psychologist once conducted an experiment. When we help others, we will also become very happy. When the girl you like doesn't pay much attention to you, you can ask her for help. For example, you can ask her the current time or where the nearby store is. If you know that the girl you like prefers to read, that would be great. You can borrow books from her, because borrowing books means returning them. Once borrowed and returned, you will have two opportunities to communicate. While studying, you will have two opportunities to communicate. During the process, you can also often ask her if there is something you don’t understand and whether she can give you some pointers. This is how relationships come out of trouble. Don't think that not bothering others is a good thing. Only by constantly trouble can the other person remember you. According to the principle of reciprocity, if you trouble others, you will naturally want to treat them to a meal as compensation. At this time, she feels that it is natural for her to eat your meal, and she does not owe you any favors.

There is a girl who sells air conditioners. Because she is not tall and has a thin figure, every time she sees a customer walking past her showroom, she will shout loudly to stop the customer: " Handsome guy, can you help me?" At this time, most customers would stop and say, "We have a gift on top of the air conditioner. I can't reach it. Can you help me get it?" Then, she went. After moving the stool, the male customer stood on the stool to help her get the gift. When the gift was taken down, she expressed her strong gratitude to him. Because everyone worked together to do something, a trusting relationship was established between the customer and the salesperson, and it was much easier for the salesperson to start a dialogue with the customer at this time.

4. Pay attention to the deep-seated needs of customers

Only by discovering the needs of customers can you close deals quickly. A paint salesperson asked a customer: "Why do you pay so much attention to the price when buying paint? In fact, everyone is more concerned about environmental issues now." The customer replied: "I am actually decorating a small restaurant, and the environmental protection requirements are not that high, just about right." "If you subjectively believe that the customer is buying paint for his own home, you will fall into the pit of arguing with the customer about the price. After learning that the customer has a need for restaurant decoration, the salesperson will no longer discuss paint with the customer. price, and started talking about the impact of restaurant decoration on customer experience. Not only is environmental protection important, but the effect of the decoration is also very important. After the guidance of the sales staff, the customer's original budget of only one or two hundred yuan was suddenly raised to five or six hundred yuan. yuan price.

Sell to the customer what he or she wants. That is what hotel waiters do. Only by discovering the hidden needs of customers can you close a large order. For mass consumer goods, you only need to understand the implicit needs of customers; for industrial product sales, you not only need to understand the organizational needs of customer purchasing, but also need to understand the personal interests of the purchaser.

5. Take the critical first step

A very important principle in promoting sales relationships is to strike while the iron is hot to prevent long nights and long dreams. The current market competition is very fierce and you have just left the front foot. At the customer's door, competitors immediately enter. Furniture sellers all like to add customers' WeChat accounts. After adding WeChat, they send customers a bunch of design plans and photos of usage scenarios. There is only one question they dare not raise boldly, which is when customers will place orders.

□ Practical Case

Once, a student asked me, "Teacher Li, I have been sending WeChat messages to customers for a whole day, but what should I do if the customer doesn't reply to me?" I told her not to guess what the customer is doing and thinking, but to take the initiative to find out the truth, "You can call the customer directly." "But it's already 10:30 in the evening." "Do you want this order? , I want to call now.” Half an hour later, she said to me: “Teacher Li, the customer replied that he will pay tomorrow. He is in a meeting today, and the customer was still in a meeting when I called.”

When meeting on a narrow road, the brave wins. Procrastination is the fatal weakness of sales staff. Sometimes, as long as you take the first step firmly, the rest will be easier to handle. In this case, the salesperson is afraid of wolves and tigers, and never dares to directly ask for orders from customers. The key is his own mentality. He would rather talk to customers to death than depressed himself to death. When I see the girl I like, I have always wanted to strike up a conversation with her, but I have been reluctant to speak. If someone beats me to it, I will have no chance.

6. Money is not everything.

Just like in our lives, fair-weather friends are unreliable. At critical moments, we are still friends of life and death. A friend in need is a friend indeed. Many people think that to promote customer relationships, you must spend money to treat customers to meals, foot baths and saunas. However, your competitors are also using these methods, and customers will not be impressed at all. Taking the customer relationship one step forward mainly depends on how much time and energy you are willing to invest. Things that are done with money are not called problems, and relationships that are maintained with money are not called relationships.

Mr. Pan, the boss of a machine tool equipment company, said: "When it comes to giving gifts to customers, my principle is that they should not exceed 200 yuan." If a gift exceeds 200 yuan, customers will feel psychological pressure when they hold it in their hands. It will be very big. I always feel sorry for you if I don't help you. Is it particularly difficult to buy a gift that costs less than 200 yuan? This is when the level of sales staff is reflected. You need to spend a lot of time and energy to study the preferences of customers, and then find gifts within the budget. Customers can feel your sincerity.

7. Move customers

□ Practical cases

Huangying’s sales targets are designers from design institutes, and the designers help them recommend their products. Figure, and finally realize the sales of the project. There is a female designer who was born in 1985. Huang Ying has been following her for more than a year without making any progress. Huang Ying said that I never admit defeat deep in my heart, so I don't believe that I can't win her. Just as one of her colleagues was on a business trip to Urumqi, Huang Ying said, "Brother, please do me a favor. Go to a county below Urumqi and bring back a local specialty for me." His colleague drove for 5 hours. I went from Urumqi to the county town to help her buy specialties. When Huang Ying went to visit the designer again, she put the special products on the designer's table, and the designer burst into tears, which aroused her homesickness.

Everyone has a story, but not everyone is willing to tell it to others. A close friend is hard to find in the mountains and rivers. Only when you face someone you recognize and trust can you be willing to open your heart. How can you open someone else's heart? Huang Ying followed the designer for more than a year but couldn't win her over, so she just won her over with a bag of souvenirs from the designer's hometown, because this was a complex deep in the designer's heart.

8. Caring about the people around customers

"Save the country through curves" is a heart-attack sales strategy that many of our sales staff will adopt. You can start with the people around customers. When a girl's friends are saying good things about you, the girl will naturally have a good impression of you and be willing to start a conversation with you.

□ Practical case

The female owner of a maternal and infant store in Zhejiang told me that the reason why she became an agent for an unknown milk powder brand was because she recognized the company’s Salesman. One day, the salesperson came to her store to discuss cooperation with her. It was just in time for her store to stock the goods, so she ignored the salesman and went directly to arrange the goods. At three or four o'clock in the afternoon, when she was almost busy, she remembered that her little daughter was still in the store. She hurried back to the store and saw that the salesman from the manufacturer had been playing with her child all day and bought a lot of them. Snacks for kids.

The owner of a maternal and child store said: "I just felt that the salesmen of this manufacturer were more willing to help, so I chose to cooperate with them." Pay attention to the people around customers, especially the people who the decision-makers care about. Earn his trust quickly.

9. Grow with customers

Although various short video anchors keep calling "old iron", we all know that it is not real iron, just like the e-commerce customer service girl Calling "kiss" affectionately is not really a kiss. What kind of relationship is called Lao Tie? Lao Tie is someone who has fought through life and death together. When he wins, he raises a toast to celebrate, and when he loses, he fights to save each other. There is a very key word here called "together". When you can do something with a client, you not only have more topics to chat about, but also take the relationship forward a big step.

Treating customers to a meal is not as good as asking them to sweat. The new era calls for new ways to promote customer relationships. Unforgettable experiences for customers are generally anti-human. Some people invite customers to go fitness running together, others invite customers to participate in expansion training, and another form is to invite customers to study together. The process of learning is painful, but the results of learning are valuable. During the learning process, everyone will have a collision of ideas and a confrontation of opinions.

■ Deliberate practice

Please classify the company's customers into ABC customers based on the company's business model.