As a salesperson, how to sell Shenzhou computers?

Introduction:

Suppose you receive the task of selling a bottle of red wine in a supermarket for one day. Do you think you are capable of it? You might say: a piece of cake. So, I’ll give you a new task, sell cars, one car a day, can you do it? You might say: That's not necessarily the case.

What if one car is sold every day for many years? You will definitely say: It’s impossible, no one can do it. However, there is someone in the world who can do it. This person has sold a total of 13,001 cars in his 15-year car sales career, with an average of 6 cars sold every day, and all of them are sold one-to-one to individuals. He also set a Guinness world record for car sales and won the title of "The World's Greatest Salesman". This person is Mr. Joe Girard.

Information 1 Personal profile

Joe Girard was born on November 1, 1928, in a poor family in Detroit, USA. When he was 9 years old, Joe Girard started shining shoes and delivering newspapers to earn money to support his family. Joe Girard left school at 16 and became a boilermaker, where he contracted severe asthma. At the age of 35, Joe Girard went bankrupt with debts as high as $60,000. In order to survive, he walked into a car dealership. Three years later, Joe Girard broke the Guinness World Record for car sales with an annual sales of 1,425 cars. Since then, Joe Girard has been known as "the greatest marketer in the world."

Chen Xiaoshen: Hello, Mr. Joe Girard. There is a question that I am curious about. Selling is a profession. Can everyone become an excellent salesman, or can only those with certain characteristics be able to do such a job?

Joe Girard: I was born in a ghetto in the United States, poorer than you can imagine. I didn't finish high school, and my father always beat me, saying I couldn't do it, I couldn't do it, I couldn't do it. On the contrary, my mother always encouraged me, saying that I can do it, and let him see what I can do. But due to my father's blow, I used to stutter even when I spoke, because the verbal blow made me lose confidence. However, my mother helped me and started pushing me to the top of my life. She proved to everyone that I could do it, and I told everyone if I could do it. Well, of course you can do the same. I'm not better than anyone else. You see, I have two hands and two ears that I use frequently. I often listen with my ears instead of speaking with my mouth. My mouth is only used for eating. The less you speak, the more you listen. I often tell people that if you do what I do, you will become rich under my guidance. Here's an example. I've been asked the same question all over the world. No matter which country I am in, France, Germany, Norway or Spain, can you make it here? The same is true in China. People ask me, can you be as successful as ever in China? America might be easier. Selling in China is as easy as in Canada, France, and Spain. If you give me six months in China, and only six months in China, with my brain, I will become the world's number one salesman again

Chen Xiaoshen: So, it is your mother who is helping you It plays a very important role on the road to success. Because she made you believe from an early age that you can be the best person you can be. Now I would like to ask you to recall, when you started working as a car salesman, do you still remember the situation when you sold your first car?

Joe Girard: Before January 1963, I was an architect, building houses. As of January 1963, I had been building the house for 13 years, and I had lost everything. I lost all my house, and the bank kicked me out of the house, kicked my wife and two children out, and confiscated my wife's and my car. I went bankrupt once, and my wife’s questions gave me a real blow. She said, "George, we have no money, we have no food. What are we going to do?" So the next day, we were living in Michigan at the time, and I went out to find a job. This way you can buy food for your family. That day, it was very cold and the snow was very deep. I don’t know why I went to the car dealership at that time.

I just remember walking in and telling them to give me a job. The boss laughed at me and said, "I can't hire you. It's the middle of winter and there isn't that much business. If I hire you, the other assistant salesmen will definitely be angry. We can't hire you. By the way, have you ever sold a car?" No, but I have sold a house. He said, "Then I can't hire you." "I told him what you are going to do. You just need to give me a phone and a desk. I will not let any customer who walks through the door lose, and I will also bring my own customers. I will be here in two months." I want to be the best salesman you can be. He said, "You're crazy! "I said: "No! I'm hungry! "He agreed and gave me a phone and a desk. Just like that, I made phone calls for eight or nine hours a day, all in front of the phone. Finally, I worked until 8:50 pm that night. I kept my promise , not a single customer walked through the door. At that time, I didn't even realize that my life was starting again. The store door opened and the customer came straight to me. Do you know what it's like? The big bag of food came right up to me. Honey, come here. I sat with the customer for about an hour and a half and sold him a car, and you know what he did to me afterwards. Say it. He said: "George, I bought a lot of things. But I've never seen anyone plead like you. "I begged him. I was 35 years old when I went bankrupt. After 3 years, I was called "the greatest salesman in the world" in just 3 years.

Information 2

With almost begging, Joe Girard sold the first car in his sales career, thus taking the first step to success. Joe Girard, who was suffering from hunger at the time, knew it very well. , as long as you buy one more car, you can get more food. Therefore, Joe Girardfer came to a major conclusion in his sales career: customers are your food and clothing parents, don’t offend any customer. . Because there are 250 customers behind each customer, including relatives and friends. If you drive away one customer, you will drive away 250 potential customers. This is Joe Girard's "250 Law".

Chen Xiaoshen: I know that in the second month you were engaged in car sales, you bought it all at once. The best result was 18 cars a day. This record has not been broken so far. So, are there any principles that you must abide by in your career in car sales?

Joe Girard: When I, Joe Girard, sell you a car. , I have to do three things: service, service, and service. Someone asked me: "George, I only sell 4 cars a month, and I can't take care of my customers." How did you do it. Your performance is that you sell an average of 6 cars a day. How do you weigh that? How do you serve so many customers. It was too easy for me to sell forty or fifty cars a month. I signed a contract with a very atmospheric Italian restaurant. On the third Wednesday of every month, I invite 36 of my colleagues in the customer service department, who are mechanics who repair cars, to have a meal with me. I show them love, and importantly they show love to me. So when the customer comes, my assistant can go to the customer service department and ask for 4 mechanics, open the tool box and start repairing your car immediately without saying anything. Who are you going to buy a car from after that, Joe Girard. Because I care for you, I will make a promise to you when I sell the car, because after I sell you the car, I will tell you that I will never leave the car alone. Your name is Eddie, right? Eddie, I will never abandon this car, I will always keep an eye on this car. No matter when and where you need me, I will provide your car with unimaginable service. Give him a peach and repay him with a plum. Through word of mouth, Joe Girard's services are well known. People from all over the United States flock to me to buy cars.

Chen Xiaoshen: Do you think this principle is a very simple one, or a more complex one?

Joe Girard: It’s very simple, just treat your customers well.

Chen Xiaoshen: So since it is so simple, there are many people engaged in selling cars, why did you succeed, but a considerable number of people did not?

JOE GIRARD: Because they have four letters carved into their faces, a four-letter word, it's LAZY. Everyone is lazy, not just car salesmen. Basically, our bodies are always preventing us from doing things. Just like doing laundry, you will put it off: "I will do it later." "I don't want to do it now." At the same time, your dirty laundry will pile up higher and higher, and at a certain point, you will I said in annoyance: "Oh my god, look at these dirty clothes, I don't want to wash them." That's not the case with me, I always finish everything today! That's the name of the game "Add 50" "Execute now and add 50 for the effort" People are lazy and try to find shortcuts, there are no shortcuts to sales, I was looking for it a year ago. If you make it a habit to do it immediately, your body will do what you want it to do.

Information 3

After every sale of a car, Joe Girard always gives an instruction manual called "Plan Hound" to his customer. The so-called hound plan means that if Joe's customers introduce others to buy cars, he will receive a reward of US$25 for each car after the transaction is completed. In 1976, the Hound Project brought Joe 150 sales, about one-third of the total. Joe paid $1,400 for the hunting dog, but earned $75,000 in commissions by developing new customers. According to Joe Girard, a successful salesperson should constantly discover new sales methods and find potential customers.

Chen Xiaoshen: I noticed such a phenomenon. People will have a resistance to salesmen. For example, you will see some signs on some office buildings or residential buildings saying "refuse sales". In life, you are even afraid of meeting a salesman, and you are afraid that he will pinch you and won't let you go. Then there is another situation, that is, some people will think that this person must have no talent and has no choice but to engage in a job such as sales. I don’t know what you think of this phenomenon? For a salesman, how does he overcome such obstacles? Be brave and generous in introducing yourself to others, because many salespeople cannot solve this psychological problem even after several years.

Joe Girard: One thing I have is that I understand people. I even know what you are thinking now. When you walk in, I look at your eyes, your lips, and when I shake your hand, I feel your feelings, your body talking to me. I will also pay more attention to your lips, which are the organs that tell me information. Let me tell you a little story. Once a man came to my office. I looked into his eyes and his lips. His eyes were tense, his lips were tight, this guy was going to take my money and he was scared that someone else would take his money. The air around him was filled with tension and fear. One time he came to my office, shaking with fear. I looked into his eyes and lips and asked him, "Mr. Brown, what can I do?" When I asked, his lips began to open. The fear in the corners of his eyes gradually disappeared. Tell me, I use two ears, two things that God has given to you and to me and to everyone else. When others are speaking, listen with your full attention. Look at the other person's face and listen to his voice. The better you are at listening, the more the person speaking will trust you. But too many people just talk with their mouths. The mouth is only good at one thing, and that is eating. Shut up and let someone else talk. Let others talk and others will start to like you. It’s a God-given ability that people don’t use to the best of their abilities. When he speaks, you should listen with your whole body, your face, and your voice. The better you are at listening, the more the speaker will trust you. However, too many people use their mouths too much. Their mouths are only good at doing one thing, and that is eating. Beyond that, keep your mouth shut and let others talk, and others will start to like you.

Chen Xiaoshen: What you mean is that if you really care about the needs of this customer, listen frequently, understand his words, and shut your mouth, then the customer's understanding will be This process also builds customer confidence in you.

Joe Girard: Yeah, exactly. Everyone can do this.

Do you know who should do this? Not just salesmen or businessmen, we parents stop talking, listen, listen to your children. The more parents listen, the better your children will become in being loyal to you. But that was not the case, they did not listen, but just used their mouths like my father. In other words, I tell people to shut up and let the kids feel happy by talking. As happy as my clients confide in me, it's that simple.

Information Four

Listen more and talk less, understand the needs of customers, and collect various relevant information from customers. According to Joe Girard, it doesn’t matter what you’re selling. If you are willing to spend a little time every day to understand your customers, make preparations, and pave the way, then you will not worry about not having customers.

Chen Xiaoshen: Is it because of your good word-of-mouth that in the later stages of your career, many people took the initiative to buy cars from you, without you needing to open up many new customers?

Joe Girard: Yes. Because of word of mouth, everyone tells each other about me. You need to make an appointment, and sometimes you need to wait a week or even 10 days to buy a car. In addition to the service, another reason for this situation is that you never take advantage of others, whether in marriage or in sales. When you buy a car from me, you are the only customer who gets such a low price. So where will you buy it next time? Not only did you come to my place, he also came to me because you told him you bought it $1,000 cheaper than he did. I never hurt others, because if you hurt someone, do you know what you hurt? yourself. With price and service, through word of mouth, people were lining up like crazy to buy a car from me. Do you know why? Because I'm a good person.

Information 5

Why do so many people know about Joe Girard? The reason is simple: Joe Girard sells himself better than any salesman. Wherever he goes, he delivers business cards to people. When paying the bill for a meal in a restaurant, he would hand a box of business cards to the waiter and give the waiter a generous tip to distribute the business cards for him; when giving a speech, he would throw a lot of business cards into the air and let the waiter distribute the business cards. Flying like snowflakes all over the sky. You may be surprised by this approach. But it was these little pieces of paper that made people know Joe Girard and helped him sell cars one after another.

Chen Xiaoshen: I also noticed when you came in just now that the first thing you do when you see everyone is to hand over your business card. From reading your introduction, I also understand that you place special emphasis on the role of business cards in sales. How did you realize this and how did you do it?

Joe Girard: Many years ago, when I saw people handing out business cards all over the place, I realized it was a very good idea. I made contact with you through my business card, and boom, I handed you my business card and gave you one more option. As I walked away, I thought to myself, George Lard, she got your business card, she either keeps it or throws it away, who knows. Maybe she needs it, maybe she heard others say that I am a salesman. I contact you by handing you my business card. The act of handing over a business card is like a farmer sowing seeds. After sowing, the farmer will reap what he has paid for. I used to go to baseball or football games carrying over 10,000 business cards. Every time there is a wonderful shot, I cheer and scatter business cards. I'm promoting myself, I'm not hiding myself. Hey Eddie, give me a business card and I'll give you one of mine. Oh, well, I felt silly and embarrassed to give the business card. I said, "Addie, wake up. If you don't tell people who you are, what you do, and what you sell, how are people going to come to you? Wake up, Addie. And her life took a turn because I Teach her how to send out so many business cards.

Chen Xiaoshen: If you send out so many business cards, say more than 100, how many of them will produce real results? Will it be like you buying a car?

Joe Girard: Yes, 95. People will ask, why not 100? If they are still alive. If so, I will attract them back.

Because I give you fair and low-profit prices and meticulous service, where else can you go? Who else would you go to? There's no one left to look for but Joe Girard.

Information 6

Joe Girard has a famous saying: "The sales activity really begins after the transaction is completed, not before." He firmly believes that: continue to care about customers after the transaction is completed, You will win both old customers and new customers. Therefore, Joe Girard sends tens of thousands of greeting cards signed by him to his former customers every month, so that customers will always remember Joe Girard and always remember that to buy a car, you only need to go to one person. That's it, that person is Joe Girard.

Chen Xiaoshen: In your career, as you just mentioned, you send some postcards to customers every month and every year. You also send postcards to potential customers who may become your car buying customers. Do they send it? Nowadays, times have developed and many people use email. Do you still insist on writing postcards to your customers in person?

Joe Girard: Send a personal note. Email is a lazy way to do it. The world is changing, with email and electronic bills. Personal connections are always present and important. People buy people. You need to face people. Because you can't just rely on emails to buy a car, you need to know who specifically sold you the car and what he can do for you. As I just said, give me 6 months in China. In just 6 months, I will have an earth-shattering impact. Because I will once again create a sales kingdom that spreads word of mouth and attracts customers who will never abandon me. You can't get away from my sales pitch. There is only one way to escape my sales pitch, and that is if you pass away. Even if you ascend to heaven, you will hear George Ladd's name above the earth, and your soul will come back to me. Ha ha.

Chen Xiaoshen: So your Guinness world car sales record was set thirty or forty years ago. Now the entire social environment has changed a lot, industrial development, and the business environment have also changed a lot. I am interviewing you. I have communicated with our local car salespeople in China before, and they would like to ask you that to sell cars in China, salespeople need to have deep interpersonal relationships. Maybe because of their family background, they may be able to sell a large number of cars. Group order, and soon gained a lot of wealth. Others have relatively mediocre family backgrounds, do not have particularly strong personal connections, and feel that they have to make small orders every day. How can they become successful like you?

Joe Girard: Treat people with care, get up at 5 a.m. and go to bed at 11 p.m. every day. I used to work 16, 17 hours a day. I don't give 100% effort like many companies require. Get rid of laziness, push down the walls, open your eyes and see the world. Some people may accuse me because I advocate working seven days a week and 16 or 17 hours a day. "Oh, I don't want to live like Joe Girard, don't even think about it." You are actually making excuses. "I don't want to work so hard, I don't want to work so hard." If I put in 100% effort, I would have starved to death. You need to put in 150% effort like many successful people do!

Epilogue:

Joe Girard is a legendary figure in the marketing world and a great salesman. He has a strong sense of professionalism and is able to infect those around him with his enthusiasm and actions. Joe Girard believes that his contagious quality is a "spark", and he firmly believes that "a spark can create a raging fire."