Part three? Ask customers to recommend.

Excessive marketing and highly transparent information in the era of mobile internet make customers know nothing about the marketing methods of enterprises and the sales skills of salespeople. They know more and more about salespeople's persuasion skills, so their trust in salespeople plummets and sales are more difficult. An effective way to reverse this situation and build customer trust is customer recommendation. Customers are more willing to trust their friends and partners than salespeople.

1. When did you ask customers to recommend you?

1. The recommendation request of the customer who has concluded the transaction.

This is a sales action that many of our sales people will do. When your existing customer has made a deal, you can ask him for a recommendation. If the customer is based on the recognition of you, he is willing to help you realize your small requirements; If customers only recognize the company's brands and products, they may not be willing to help you. Asking for recommendations from customers is also a test of the strength of the relationship between salespeople and customers.

Some salespeople often send pictures of transactions with customers to WeChat's circle of friends. We call this kind of behavior "drying orders", but if we don't get the customer's consent, it will easily cause customers' dissatisfaction or even complaints. Some people will think that you put our list in a circle of friends, so that more people can buy it without hurting me. I don't care; And some people will think that you didn't give me a penny. Why should I help you? People will think that if you print out my list, I will have no privacy, and I don't want to. If you want to print an order in a circle of friends, you must also get the customer's consent.

2. Ask for recommendations for customers who have not completed the transaction.

There are no failed sales calls, only failed salespeople. It is understandable that customers refuse to cooperate with you for various reasons, but we have invested a lot of time and energy in a customer, and we can still give back to our customers-let them recommend us.

□ Actual combat cases

After listening to my course, the marketing manager of an enterprise came up to me during the break and said, "Miss Li, I finally know the routine of your sales staff." It turned out that an advertising salesman had approached her several times, hoping that she could find them to place advertisements, but the company really had no budget. Two days ago, he suddenly sent a short message to the manager: "Sister, it's the Spring Festival soon, and our company will go home on holiday soon." I don't know if there is any chance to see you again next year. " I still haven't reached the sales target of 300 thousand. If I can't finish this year's task, I will face the fate of being eliminated by the company. I wonder if it is not convenient for you to give me a hand and allocate some advertising budgets to us next year? "The marketing manager said," I still feel very sorry for him after reading his message. "

After listening to the description of the marketing manager, I comforted her that you don't have to be too serious. It may not be true that you were eliminated from the company by 300 thousand In my opinion, all the business people who do this sales are third-rate salesmen. Sales is not asking others to help you, but an exchange of interests. You should help customers solve problems, not customers help you complete sales performance. The salesman ignored a very important point, that is, he didn't take advantage of your "guilt". The marketing manager sympathized with him, but the company had no budget and she couldn't help it. If the salesman sends another text message at this time and says, "Sister, I know you are sure to help me, but I understand that I can't do it because of the company. I'm really under too much pressure recently. With your influence in the whole circle, it is not convenient for you to introduce some customers to me? " Making such a request can not only quickly seize the sales leads, but also help the marketing manager to resolve the guilt.

You wanted your good friend to treat you to KFC, but you know your friend is a stingy person and won't treat you to KFC. What should you do? I suggest you ask him, "Lao Li, will you treat me to a seafood dinner tonight?" Lao Li will directly refuse you and say, "Why, seafood is too expensive to eat." "Well, I knew you couldn't bear it, so it's not too much to ask me to eat KFC?" At this time, Lao Li is likely to agree to your request. Why? Because when you first proposed to eat seafood, Lao Li turned you down. Psychologists have found that when we refuse others, we usually feel guilty, so once you make another small request, he usually agrees to you as compensation for the last refusal. In the same way, you should borrow a thousand dollars from your friends, and never ask for a thousand dollars. You should borrow 1000 yuan from him, and then borrow 1000 yuan from him after your friend refuses. At this time, he will usually promise you.

When we visit a customer, it takes an average of four or five times to reach a deal. After four or five visits, you should have established a certain emotional foundation with your customers. At this time, customers will feel guilty if they refuse to cooperate with you. At this time, he will basically agree to your recommendation. Lao Xie, the hardware agent I wrote in my last article, was introduced to us by a senior lighting dealer when developing the market. Although I failed to sign a contract with Lao Xie in the end, this sales lead is still very valuable.

3. Ask customers for recommendation anytime and anywhere.

□ Actual combat cases

Go to the restaurant for dinner. Braised pork tastes good. Everyone didn't know how to cook it, so I called the waiter and asked her, "Why is your braised pork so delicious?" The waiter said it was ordinary braised pork, but our chef didn't put much soy sauce, but red tofu, so our dish was called braised pork with fermented bean curd. Everyone gave a thumbs-up after listening, and the waiter also said, "If you think it's delicious, you can come and eat more, and you are welcome to bring more friends."

After the hotel waiter introduced us to a dish, he immediately asked us to introduce it. However, some hotel waiters have to wait for customers to leave after dinner before taking out two coupons and asking customers to make recommendations for them. What is the difference? When the customer wants to leave, you recommend him. At this time, the customer is active and you are passive. What do you want from the customer? However, in the process of sales, you should introduce it to customers anytime and anywhere. At this time, you take the initiative and the customer is passive. Because the customer is in a good mood, why not ask for a referral immediately?

Regarding the referral, the timing is very critical. Just like when you ask someone to borrow money, you call someone to borrow money early in the morning. Do you think they are happy?

In the process of sales, we need to observe our words and deeds and find that when customers recognize our brand and products, it is an opportunity for us to ask customers to help us introduce them; When the customers approve of our sales staff, it is also an opportunity for us to invite them to help us make recommendations. The sooner you start recommending, the more opportunities you have.

Second, why are customers willing to recommend you?

If you want your customers to be willing to make recommendations for you, the first premise is that the customers themselves recognize you very much. Even if customers approve of your brand and products, but don't approve of your sales, customers are still unwilling to help you make recommendations. Thinking from this perspective, first of all, the salesperson successfully sold himself to the customer and won the recognition of the customer.

Not everyone is willing to help you make recommendations, so we need to analyze what kind of customers to find to make recommendations, and the probability of success will be greater.

1. customers who like to show off

In the third chapter, I mentioned four types of customers. Among them, customers of Pig Bajie type are more willing to share and help you make recommendations. Sometimes, even if you don't ask, he is willing to help you introduce business. Li Jiaqi, a network celebrity, a live broadcast brother and a shipper, once said that his success today is inseparable from his natural sharing personality. In college, he went to the small shop across the street to eat chicken feet. Chicken feet are so delicious that they melt in your mouth. When he went back to school to meet people, he told them, "Chicken feet are delicious." He vividly told others where the chicken feet were delicious and why he had to buy this instead of others'. His classmate said, "Li Jiaqi, stop talking. You have to buy it every time you tell me. Now I have no money in my pocket. " Li Jiaqi has such a hobby that he must share his favorite good things. I think this is also a major reason why he has achieved such achievements today.

When we share the wonderful things we have experienced with our friends around us, the first thing is to prove our cleverness. Buying such a good product shows that I am very powerful, so many people will be willing to put their shopping experiences in the WeChat circle of friends to let friends know his cleverness; The second thing is that I am willing to share such a good thing with you. I won't tell most people. I only tell you that I have a good relationship with you, and you have a place in my heart.

2. Customers who want benefits

"I don't know much about you. Why should I help you? " This seemingly indifferent sentence tells the true meaning of sales. The first layer means that if I know you well, I will help you, which is the recommendation caused by the relationship; The second meaning is that I can help you, what benefits can I get? This is "why". Since the essence of sales is the exchange of interests, what benefits will you give me if I introduce customers to you?

There are several ways to make profits for customers: one is to give customers points and enjoy privileged rewards. A jewelry company launched a double bonus activity. When a customer introduces a new customer to buy, the new customer buys a product with 10000 yuan, and gets 10000 points at the same time, and the old customer enjoys 20000 points at the same time. When the points reach a certain amount, you can become a diamond member of the company and enjoy various privileged rewards.

Second, send cash to customers and enjoy sales commission. The member three-level distribution system of WeChat business is based on this customer fission logic, turning customers into your sales staff.

Third, give customers identity and exclusive identity privileges. A craft enterprise that makes copper artworks gives exclusive identities to a certain number of introduced members, and comes to their shop with exclusive teacups for members.

Fourth, send shares to customers and lock VIP customers. For some customers who keep buying and have a huge amount of funds, and customers who keep bringing a single business to a certain gradient, they can send some shares of enterprises to customers, so that customers will be more motivated to introduce.

3. Customers to contact

The customer brings you a new customer, and then you directly refund the money to the customer. There is a great risk that customers can easily know your bottom line, so when they buy again, they will ask you for a lower price discount. Some customers are willing to introduce you, really because of your brand and products, or because of you. Once you give him money, the customer will be very unhappy and think that you regard him as a person who only recognizes money.

Because customers recognize you, they are naturally willing to introduce you. Usually, the emotional investment in this important customer should not be underestimated. It is not difficult to get customers with money. The hardest thing is the customers that need emotion and time to get. You should study this customer's preferences and give him care at some important time nodes, such as holidays and his birthday. If every salesperson spends time with customers, every customer will realize the value of helping you recommend.

Third, ways and means to ask old customers for reference.

Ask an old customer to make a recommendation for us. The first step to success is to determine your customer and whether he will make a recommendation for you. The second step is to choose the opportunity and time to make a recommendation request to the customer. Next, the third step is how to make this request. If you do it in the wrong way, customers will still choose to reject you.

1. What value can you bring to customers?

The essence of sales is the exchange of interests. It is unwise to ask customers to make recommendations for you immediately when the transaction has just been completed. You can ask the customer first to see what value you can create for the customer, and then make a recommendation request. "Li Ge, if your home is decorated, you must buy furniture and curtains in addition to ceramic tiles, so that you can visit our shopping mall first. Don't rush to place an order after shopping. Call me. Maybe I know their boss or manager. I can give you a cheaper price. At worst, I can give you an extra gift, right? " When you say this, you think from the customer's point of view, not from your own point of view, and then you ask the customer for an introduction: "Li Ge, we are under great pressure to do sales. If your friend buys tiles at home, you can also introduce him to me. "

2. Start the thinking mode of the customer's brain

What do you ask when you ask for a customer recommendation? "Do you know the recommended person?" Customers usually answer, "No." Let's see if it's better to ask-"Do you know anyone who needs our products?" There is a big difference between the two methods. When you ask a simple question, the customer is too lazy to think, and refuses you directly in a simple way. When you ask complicated questions, his brain starts to enter the thinking mode, and he will seriously think about whether there are any customers worth introducing to you.

Besides giving lectures to others, I will also attend some training courses myself. Course consultants usually ask students to help recommend students. If we simply say, "Are there any friends around you who are interested in taking this course together?" The effect is average. The course consultant will issue a student recommendation form to each student. You can leave the name and phone number of a friend who thinks you should come to this course with the course consultant, and the course consultant will take the initiative to contact each other. In order to strengthen students' participation, some incentive PK mechanisms will be adopted in the course. Whoever invites the most friends will get more bonus points.

3. Reduce the difficulty of customer recommendation.

It is very unlikely that the customer will contact his friend directly and let his friend buy your product. Only you are the protagonist of this matter, and the student only left his friend's information, so the call must be the course consultant's business.

How to reduce the difficulty of customer recommendation, the first thing we have to solve is to help him write all the recommendations. Some of our salespeople will ask customers to help us forward our circle of friends. The customer will say "OK, OK" in person. Later, the customer just refused to forward it because you didn't provide the most convenient way for the customer to participate. You have to write a paragraph in the customer's tone, and then send it to him with the picture, saying, "Brother, just copy and paste it directly into the circle of friends."

□ Actual combat cases

An integrated stove dealer made a customer recommendation scheme of full refund of consumption. The so-called full cash back of consumption means that customer A bought an integrated stove product with 5,000 yuan, and the merchant returned him a cash coupon with 5,000 yuan. 5,000 yuan cash coupons were divided into 10, each with a face value of 500 yuan. The merchant told customer A that if you are satisfied with our products, you can give cash coupons to relatives and friends who need decoration, and they can participate in any activities when they come to the store. When they finally pay the bill, they will directly display the cash coupon as cash, and each customer will be limited to 1. So what are the benefits of customer a? Whenever a new customer B places an order with a cash coupon, the customer can come to the store to draw a lottery, such as a shopping coupon or a gas card. The grand prize is 5000 yuan a month. In this way, whether it is customer A or the new customer he recommended, everyone will take advantage and be happy.

The biggest highlight of the "full refund of consumption" activity designed by merchants is to take into account the interests of both the introducer and the introduced. He can enjoy the lucky draw himself, and his friends can directly use 500 yuan vouchers, so that when he recommends them to his friends, his friends will feel happy to have a cheap one.

4. Whether it is successful or not, thank customers.

Whether the customer introduces the customer to us on his own initiative, or only provides us with customer information, or whether his relatives and friends finally become our customers, we need to thank the person who gave us the recommendation. I found that many salespeople ignored this point. When his friend makes a deal with us, we will give him a sales commission or reward points as agreed in advance. But what if the person he introduced didn't make a deal with us? Many of our salespeople will not give any feedback to customers, which will make old customers feel particularly chilling: busy people have helped, and as for the extent of help, old customers can't decide. So we also want to thank him for his feedback, and let the old customers continue to help you introduce new customers, which is also a way of customer contact and common sense of sales.

■ Deliberate practice

Considering the characteristics of your industry, please think about what other ways and means can you be recommended by old customers?