What are the arts of marketing eloquence?

In fact, marketing eloquence is not just lip service. If we calm down and make a good analysis, we will find that marketing eloquence is actually an art, including both culturology and psychology, and all kinds of knowledge will be reflected in marketing eloquence.

$250,000 for 25 minutes

Frank Bedbetter, the "super-selling king" in the United States, has won the title of "Godfather of Insurance Marketing" with his arduous struggle and brilliant achievements in his insurance sales career for more than 30 years.

In insurance promotion, Becca attaches great importance to the art of language. He believes: "The success of trading is often the product of eloquence." Especially in the interview, the key link of sales promotion, the quality of the salesman's speech will directly affect whether the customer finally buys your insurance.

Once, with good eloquence, Bedja negotiated a $250,000 insurance in just 25 minutes. This transaction is well-known in the American insurance industry and can be called Bedjad's classic.

That day, Bedbet learned from a friend that a manufacturing giant named Booth in new york applied for a loan of $250,000 from the bank in order to expand his business. However, the bank made a condition that he must apply for the same amount of insurance at the same time.

Bedja quickly got in touch with Mr. Booth and made an appointment to meet at 10: 45 the next morning.

In order to negotiate this $250,000 insurance, Beja made full preparations. He called the most prestigious health consultation center in new york and booked a health check-up time of 1 1: 30 for his prospective client, Mr. Booth.

The next day, 10: 45, Becca arrived at Mr. Booth's office on time.

"Hello, Mr. Booth."

"Hello, Mr. Bedja, please sit down."

After greeting Booth, he put on an air of waiting for him to speak. But Bedbet didn't speak and adopted the strategy of waiting for the customer to speak first.

"I'm sorry to bother you to come here specially, Mr. Bidegar. I am afraid that you will waste your time and get nothing. " Mr. Booth pointed to a pile of insurance plans and applications on the desk and said, "You see, all the major insurance companies in new york regard me as a battlefield. I have planned to insure one of the three major insurance companies in new york. Of course, Mr. Bedbet, if you still want to introduce your company's services, please leave your insurance plan. It may be two or three weeks before I decide which company to insure. Frankly speaking, however, I think it's just a waste of time for us to meet like this ... "

"Mr. Booth, if you are my brother, I can't wait to tell you something frank." Beja said sincerely with an expression, this is what he often says to customers.

At the beginning of the conversation, Mr. Booth obviously showed an uncooperative attitude. At this time, if measures are not taken quickly, it will be difficult for the conversation to continue. Bei Dejia threw out this sentence he often said to customers in time, in order to give them a sense of intimacy and build their confidence and interest in continuing the dialogue by actively giving advice and providing useful services to customers. "Oh, what is it?" Booth really walked into the trap set by Beja.

Bei Dejia took the opportunity to increase the attack: "I am quite familiar with the insurance industry, so if you are my brother, I suggest you throw all these plans into the wastebasket."

Mr. Booth was greatly surprised: "What do you mean?"

"Mr. Booth, in order to help you make the best choice, may I ask you some questions first?"

During his years of sales promotion, Bedbet has developed a set of questioning skills. He often asks a series of questions, asking customers to give affirmative answers again and again, and then unconsciously leads the conversation to his own advantage. Now, he will use this skill again.

"Go ahead." Bedja's mystique really intrigued Booth.

"As far as I know, your company intends to borrow $250,000 to expand its business, but the lender wants you to have the same amount of insurance, right?"

"That's right."

"In other words, as long as you are alive, creditors have full confidence in your company, but in case of an accident, they can no longer trust your company to continue to operate. Is that so? "

"Well, you can say that."

"So, you need to insure immediately and transfer the risks that creditors are worried about to the insurance company. This is an urgent matter. Because, if your life is not insured and people are in danger, I think creditors are likely to reduce the loan amount or simply refuse the loan, don't you think? "

"I don't know, but it is possible."

"So you should get a contract to ensure your health as soon as possible, which is equivalent to 250 thousand dollars for you."

At this point, we can see that Bedja skillfully equates whether customers can get insurance as soon as possible with whether they can get a loan of $250,000 through this series of questions. In this way, it hit the key of the customer in one fell swoop and made itself occupy a favorable position in the subsequent confrontation.

"What do you suggest?"

"Mr. booth, now I'm going to arrange something for you that no one else can do."

"Oh-"

"I have made an appointment for you this morning to see Dr. Karail at 1 1: 30. He is a prestigious forensic doctor in new york, and his inspection report has won the trust of insurance companies all over the world. So, if you want to have a health check-up, you can sign an insurance contract for $250,000. He is the only candidate. "

"Can't other insurance brokers arrange this for me?" Booth wondered if Beja had "ulterior motives".

"Of course, anyone can do it. But they can't arrange for you to have an examination immediately this morning. These brokers first have to call the coroner who has been working with them. These people may just be ordinary examiners. Because of the risk of $250,000, the insurance company will definitely let you go to other well-equipped clinics for more accurate examination. In this way, the loan of $250,000 will be delayed for several days. Are you willing to waste this time? "

"I have always been strong." Booth still can't make up his mind.

"However, we can't guarantee that we won't wake up one morning with a sudden sore throat or flu and other diseases. Even if you recover to an acceptable level soon, it's hard to guarantee that they won't say,' Mr. Booth, you seem to have recovered, but you left a headache record. Before you decide whether your reason is temporary or long-term, we want you to suspend insurance for 3-4 months. In this way, you may lose the loan again. "

Here, Bedbet seized the customer's psychology of being anxious to get a loan as soon as possible and afraid of losing it, and deliberately created a sense of urgency, thus "forcing" the customer to make an insurance decision immediately.

"It's possible." Booth began to waver.

Bei Jia deliberately looked at his watch and said, "It's already 1 1 o'clock. If we start at once, we can arrive at Dr. Karail's clinic at the appointed time. If your inspection results are normal, you can sign the insurance contract within 48 hours. Mr. Booth, you look in good spirits this morning. "

"Yes, I feel good."

"In that case, why don't you take the exam now?"

Booth was lost in thought. But in a few seconds, he took off the hat on the hanger and said, "OK, let's go!

In this way, with superb conversation skills, Bedja negotiated the insurance of $250,000 in just 25 minutes.

We present this case to readers in detail in order to let everyone get a truth from it: eloquence can help you get rich. If you can read each other's psychology and explain your thoughts with appropriate eloquence, you will get what you want in business.

Marketing eloquence is an art.

In life, eloquence is not necessarily an advantage; In marketing activities, eloquence is a real talent.

At the cosmetics fair held by a company, several young marketers introduced the raw materials, formula, performance and usage of the company's products in detail to consumers in very professional terms, giving people the impression of being proficient in business. They responded quickly to all kinds of questions raised by consumers, answered quickly, and were polite and humorous, leaving an unforgettable impression.

The consumer asked, "Is your product really as good as advertised?" A marketer immediately replied, "You will feel better after you try it."

The consumer asked again, "What if I don't feel so good after buying it?" Another marketer smiled and said, "No, we believe your feelings."

The fair was a great success. Not only did the product sales exceed previous ones, but more importantly, the brand awareness of the products was greatly improved. At the summary meeting held by the company, the manager of the company emphasized that the well-trained language of the marketing staff contributed to the exhibition. He asked all employees of the company to work hard on marketing eloquence like marketers.

Language is a communication tool. It is through language that people communicate their feelings and thoughts, and they maintain a harmonious relationship. For marketers, language is the medium to communicate with customers. All marketing activities are to establish the initial contact through language first, so as to make the marketing activities continue and finally achieve the marketing purpose. Therefore, language communication is the beginning of marketing activities, and the success of this opening is directly related to the success or failure of marketing. Generally speaking, if the words are used properly, it will narrow the distance with customers and make business possible. A marketer went to a shopping center to sell products. He was received by the assistant manager of the shopping center. As soon as the other party spoke, the marketer immediately said, "You are from Beijing by the accent." The assistant manager of the shopping mall nodded and asked, "Are you from Beijing?" The marketer smiled and replied, "No, but I have great feelings for Beijing. I feel very cordial when I listen to the Beijing accent. " The assistant manager of the shopping mall received the marketing staff politely, and the business talks went smoothly. If the words are used improperly or even unacceptable, the first impression will be bad, and naturally there will be no business. As a marketer, due to the professional relationship, we should pay attention to mastering proper limit, what to say, when to ask and how to say it, which is different from language communication in daily life and should have professional characteristics.

Language communication is a kind of interpersonal communication based on psychological contact. Therefore, psychological factors have the greatest, most direct and most critical influence on language communication. When talking with customers, marketers must pay attention to making their language close to each other's psychology and try to eliminate the barriers caused by psychological barriers. This is because people's acceptance of anything is first manifested in psychological acceptance, so putting words in people's hearts will make things easier. A consumer came to the mall angrily with a pair of leather shoes with quality problems. It happened that the marketing staff of the shoe factory went to the mall to find out about the sales of shoes. He immediately said, "I will be angry with you if I buy such shoes." This sentence made consumers' anger disappear by half, from insisting on returning goods to agreeing to change a pair later.

The artistry of marketing eloquence is also manifested in humor. British thinker Bacon said, "A good talker must be good at humor." The charm of language humor lies in that although the words are not straightforward, people get information through tortuous and implicit expressions. In marketing activities, sometimes it is better to put words euphemistically and humorously than to say them directly. A businessman sells mosquito killers in the market, and his endless speech attracts a large number of customers. Suddenly someone asked him a question: "Are you sure this mosquito killer can kill all mosquitoes?" The marketer replied tactfully, "No, mosquitoes can still live well where you don't have drugs." The joke was accepted by him happily, and several boxes of mosquito killers were sold out quickly.

Using humorous language in marketing activities can not only create a relaxed and lively atmosphere, but also create a good environment for marketing work. Humorous discourse itself is a very artistic advertising language. If used well, it will leave a deep impression on people. Linking a joke with a brand is a good way to promote sales.

Marketers should also pay attention to conciseness in using language, and convey as much information as possible to customers in simple and clear language. Whether talking about business or selling products, we should highlight the main points so that the other party can understand and remember them. If the speech is upside down, repetitive, wordless and wordless, it will not only make people lose the focus, but also take up more time and arouse the dislike of the other party. Concise language is not only the need of communication, but also objectively reflects the marketing staff's proficiency, solid style, honesty and credibility.

Of course, marketers still have a lot to pay attention to in language communication, such as speaking in a civilized way, not using foul language, being objective and true, and so on. To sum up, the marketing language must be artistic, and if necessary, you may wish to "sweet talk" and grasp the discretion.

The art of improving sales language

(1) Use less negative sentences and more positive ones.

Affirmative sentences and negative sentences have opposite meanings and cannot be used indiscriminately, but if used skillfully, affirmative sentences can replace negative sentences with better results. For example, the customer asked, "Do you have this dress in red?" The salesman replied "no", which is a negative sentence. When the customer hears this, he will definitely say; "Then don't buy it." Then turn around and leave.

If the salesman answers in different ways, the customer may have different reactions. For example, the salesman answered; "I'm sorry, the red stock is out of stock and has been sold out. However, I think blue and white suit your temperament better. You can have a try. " This kind of affirmative answer will make customers interested in other goods.

(2) Take the method of demotion before promotion.

Salesmen should be realistic when introducing goods, but they should emphasize the advantages and disadvantages of goods. Please compare the following two sentences:

Although the price is a little high, the quality is very good.

Although the quality is good, the price is a bit high.

Except for the opposite word order, the number of words and intonation of these two sentences have not changed at all, but they give people a completely different feeling. Look at the first sentence first, the objective existence focuses on the high price, so customers may have two feelings: first, although the quality of this product is very good, it is not worth so much money; Secondly, the salesman may look down on me and think that I can't afford such an expensive thing. Careful analysis, the first sentence, the focus is "good quality", so customers will feel that it is because of the good quality of goods that they are so expensive.

Summing up the above two sentences, the following formula is formed:

Disadvantages-advantages: advantages;

Advantages and disadvantages: disadvantages.

Therefore, when recommending goods to customers, we should adopt the first formula, first mention the shortcomings of the goods, and then introduce the advantages of the goods in detail, that is, praise first and then praise. This method is very useful. At the same time, pay attention to vivid words and euphemism.

Please look at the following three sentences:

"This dress looks good on you."

"This dress looks elegant on you, like a lady."

"You are at least young in this dress 10 years old."

The first sentence is ordinary, and the second sentence is more vivid. Even if the customer knows that you are praising him, he is happy.

Besides vivid language, euphemism is also very important. For some special customers, you should listen to what you don't want to hear, so that customers feel that you respect him and understand him. For example, say "plump" instead of "fat" for fatter customers; For customers with darker skin, say "darker skin" instead of "black"; For customers who want to buy low-grade products, don't say "this is cheap", but say "this price is moderate", and customers will feel very comfortable with these artistic languages.

(3) Use the method of "yes, but".

This is a common way for salespeople to answer customer objections. Very simple and effective. Specifically, on the one hand, the salesman agrees with the customer's opinions, on the other hand, he explains the reasons for the customer's opposition and the one-sidedness of the customer's views. For example, in a plant shop, a customer is looking at an African violet. Customer: "I've always wanted to buy an African violet, but I heard it's difficult to open it. A friend's house has never opened it." "

Salesman: "Yes, you are right. Many people can't open violets. However, if you follow the rules, you will definitely open it. This manual will tell you how to care for violets. Please manage carefully according to the above requirements. If they still don't open, you can return them to the store. "

You see, the salesman uses a "yes" to express his agreement with the customer and a "but" to explain why the violets don't bloom. This method can make customers change their misunderstanding of goods in a happy mood.

Sometimes, customers may put forward some shortcomings of the goods, while salesmen can emphasize the outstanding advantages of the goods, which seems to weaken the shortcomings put forward by customers. This method can be used when customers' different meanings are based on facts, such as a salesman: "The surface of this sofa is made of beautiful fibers, but it feels soft to sit on it."

Customer: "it's soft, but it gets dirty easily."

Salesman: "What you said was a few years ago. Now the fiber fabric has been treated with antifouling and moisture-proof. When the sofa is dirty, the dirt will be easily removed. "

(4) Common guiding methods

For customers who want to buy goods, salesmen can sometimes guide them by asking customers questions, so that customers can eliminate their doubts and find out the answers themselves. For example, a customer walks into a store and wants to see a blower:

Customer: "I want to buy a cheaper blower." Shop assistant: "cheap blowers are usually small." Do you want a smaller one? " Customer: "I think it will be cheaper at a discount store." Salesman; "But how does the quality of blowers there compare with ours?" Customer: "Oh, their blower ..." By asking questions, the salesman familiarized customers with various models of goods and helped them make an objective comparison.

(5) Clever use of the method of showing fashion.

This method is to persuade customers to change their views by revealing the current commodity fashion trend, so as to accept the recommendation of the salesman. This method is generally suitable for persuading young customers. For example, a father wants to buy a racing car for his young son. They came to a car dealership. My son wants a black racing car, but it is out of stock. The salesman suggested that he buy another color, but the young man insisted on black. Then the manager came over and said, "Look at the cars running in the street, almost all of them are red." In a word, the young man changed his mind and bought a red racing car happily.

(6) Direct negation method

When the customer's objection comes from untrue information or misunderstanding, the direct negation method can be adopted. For example, a customer is watching a saw with a plastic handle. Customer: "Why is the handle of this receipt made of plastic instead of metal?" It seems to be to reduce costs. "

Salesman: "I see what you mean, but switching to plastic handles is by no means to reduce costs." You see, this kind of plastic is hard and as safe and reliable as metal. Many people like this style because it is light and cheap. "

Here, because direct negation directly refutes the customer's opinion, the salesman can only use it when necessary. Moreover, when persuading customers in this way, you must pay attention to the soft and euphemistic tone, so that customers feel that you are refuting him and helping him, rather than arguing with him on purpose.

Ten taboos in marketing eloquence

When talking with customers, marketers should have the skills of speaking and the art of communication. Good eloquence can help you succeed in your career, and benign communication can change your life. When we communicate with customers, we should pay attention to managing our mouths, using our mouths well and knowing what to say and what not to say.

Not knowing what you are afraid of will lead to failure; If we don't know what is appropriate, it will lead to stagnation. We should know the "Ten Taboos" in conversation.

Avoid arguments

When salespeople communicate with customers, we are here to promote products, not to participate in arguments. You know, arguing with customers can't solve any problems, it will only lead to customers' disgust.

Marketers must first understand that customers have different understandings and views on products, and allow others to speak and express different views; If you have a heated argument with your customers on purpose, even if you have the upper hand and win, you will be very happy, even if you refute your customers until they are speechless, torn to pieces, blushing and ashamed, but what do you get? It is the loss of customers and business.

Never forget your career and what you have done as an identity. Avoid quarreling.

(2) Avoid asking questions

When communicating with customers, marketers should understand and respect customers' ideas and opinions, and know that everyone has his own interests, can't force them, and never talk to customers by asking questions. As the salesman said:

Why don't you buy our products?

Why are you biased against our products?

What makes you say that a company like ours is a fraud?

By analogy, talking to customers in a questioning or interrogative tone is a manifestation of impoliteness and disrespect of marketers, which hurts customers' feelings and self-esteem the most.

Remember! If you want to win the favor and appreciation of customers, don't ask questions.

(3) Avoid orders

When talking with customers, marketers should smile more, be kind, speak softly, communicate with customers in the tone of consultation, negotiation or negotiation, and never talk with people in the tone of orders and instructions.

People are self-aware and self-evident. If you want to know your position in the customer's mind, you need to always remember that you are not the leader and superior of the customer, you have no right to tell the customer what to do, give orders or give instructions, you are just a marketer.

(4) Avoid showing off

When talking about yourself when communicating with customers, you should introduce yourself realistically, with a little praise, and never get carried away and brag about your origins, knowledge, wealth, status, achievements, income, etc. This will artificially create a gap and distance between the two sides. You should know that between people, head to head is the closest; Pockets and pockets are farthest. If you show off your income again and again, the other party will think that you are selling it to me to earn my money, not to protect me.

Remember that your wealth belongs to you personally; Your position belongs to your unit, temporarily; But your service attitude and service quality belong to your customers and are eternal. You will always be one of his waiters in front of customers.

(5) avoid being straightforward

Marketers should master the art of communicating with others. There are thousands of customers from all walks of life. Their knowledge and views are different. When we communicate with him, if we find that there is something wrong with his understanding, don't directly point out that he is not? That's not right either? Most people are most afraid of losing face and embarrassment in front of everyone. As the saying goes, "don't expose people without hitting their faces", don't be straightforward.

Kant once said: "The biggest insult to a person is that he is stupid;" For a woman, the biggest insult is being ugly. "We must look at the people we are talking to, make our words meaningful, take actions according to different people, master the skills of conversation, the art of communication, and be tactful.

(6) avoid criticism

When we communicate with customers, if we find any shortcomings, don't criticize and educate him face to face, let alone accuse him loudly. You know, criticism and accusation can't solve any problems, but will only lead to the other side's disgust and disgust. When talking with people, use more words of thanks and compliments; We should praise more, criticize less, master the scale of praise and criticism, criticize skillfully and innuendo.

(7) Avoid majors

You must not use technical terms when selling products, because many products are special. For example, in insurance contracts, there are professional terms for death or disability. In China, most people are afraid to talk about death or disability and so on. If you talk to the customer like this without hesitation, it will definitely cause the other party's unhappiness.

(8) Avoid being alone

Talking with customers is the process of exchanging ideas with customers, and this communication is two-way. Not only say it yourself, but also encourage the other person to say it. Through his speech, we can learn the basic information of customers, such as work, income, investment, insurance, spouse, children, family income and so on. Two-way communication is an effective tool to understand each other. It is forbidden for marketers to be independent. If you have a strong desire to express yourself, you will gush, chatter, foam at the mouth and gush. You only care about your own hearty, get it off your chest, and completely ignore each other's reaction. As a result, you will only make the other person feel disgusted and disgusted.

Remember not to monopolize any speech.

(9) Avoid indifference

When talking with customers, the attitude must be warm, the language must be sincere, and the words and manners must show true feelings, enthusiasm, sincerity and sincerity.

As the saying goes; "Emotion is the first thing that touches people's hearts." This kind of "emotion" is the real feeling of marketers. Only by using your own true feelings can you get the feelings of the other party.

In conversation, indifference will inevitably lead to silence, and silence will inevitably lead to the decline of business, so indifference should be avoided.

(10) Avoid being outspoken.

When talking with customers, marketers should have a loud voice, beautiful language, cadence, clear rhythm and coarse voice. The speed of speech is fast and slow; There are high and low tones; The tone is heavy and light. Be lively, relaxed, lively and lively.

It is necessary to avoid speaking regardless of rank, speed, rhythm and pause, rigidity, lack of vigor and vitality.

Do a good job of sales staff's lifelong homework

Japan's sales guru Ichihara thought that it is not enough for a qualified salesman to have sincerity and enthusiasm, but also to master the skills of conversation as much as possible, so as to master the initiative of conversation.

For decades, Yuan has been thinking about various conversation styles and techniques. In his view, in order to achieve good sales performance, efforts should generally be made in the following aspects:

(1) The tone of the conversation should be as light and humorous as possible, and a harmless joke can be played if necessary.

Especially at the beginning of the conversation, if used properly, it can immediately close the distance between the salesman and the customer and eliminate the strangeness.

The content of jokes should be chosen, judged according to everyone's different situation, and made a brainwave response. Everyone and every family have things that are deliberately taboo, so don't touch them. If you are not sure, you might as well play with yourself first.

It should also be remembered that humor does not mean boredom, mischief, or just making people laugh, but conveys a relaxed and cordial desire for communication.

(2) implicitly praise the person you are talking to.

All people like to listen to other people's nice words and praise, which is also the same weakness of human nature. But it must be subtle and decent, and the scale is very subtle, which requires the salesman to grasp it carefully. Improper use of praise, or exaggeration, will leave a very bad impression and make people disgusted.

The topics of praise can be big or small, ranging from "You look good" and "Your yard is really tidy". The big topics may be "Your business reputation is very good", "I heard that you have a lot of experience in a certain field" or "I have always admired your knowledge or personality" and so on.

The more specific the content and method of praise, the better, which shows how well you know the interviewer.

People with different cultural levels and occupations have different responses to compliments, so we should pay attention to the differences. If you face a writer and say that you like one of his articles very much, he may just smile and even look casual on the surface. In fact, he has accepted you as the conversation object in his heart.

If you are the operator of a department store and retail store, as long as you praise him for his good business and good selection of goods, his enthusiasm will be revealed immediately.

Compliments are used flexibly, depending on the progress of the conversation. Generally speaking, using compliments at the beginning will help break the deadlock, and using compliments at the end will leave a good impression and facilitate the next visit. Praise in conversation is usually used to change the topic or atmosphere. Use less praise, the lower the better, just like the bright color in a picture is just right, otherwise it will ruin the whole picture.

(3) Pay attention to adjusting the tone, rhythm and expression of the conversation.

The rhythm and tone of human voice are related to the surrounding growth environment.