Why is marketing all a mouth?

The process of marketing is actually a process in which marketers use various marketing skills to persuade customers to buy their goods or services. As the saying goes, "business is divided into seven parts." Talking about business is mainly a word "talk", which is a flow of communication.

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 a good impression on people.

Some consumers 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 miss 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 boss 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 to "speak" like marketers.

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 salesman replied with a smile: "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 center received the assistant politely. The enthusiasm and appreciation of the marketer left a good first impression on the assistant manager of the shopping mall, which narrowed the distance between the two sides and made a good start. Later, business talks went smoothly.

To sell your products or services to customers, you must first arouse customers' desire to buy. Potential customers don't buy goods because of the salesman's rhetoric, but the salesman's effective language art promotes the process of satisfying customers' needs.

An old couple in New Jersey, USA, is going to sell their house. They entrusted a real estate agent to underwrite the insurance. The real estate agent asked the old couple to pay for the advertisement in the newspaper. The advertisement is short: "sell a house with six bedrooms and one living room, fireplace, garage, bathroom and convenient transportation." A month after the advertisement was released, no one asked. The old couple advertised again, this time they wrote the advertisement themselves: "We are very happy to live in this house. Only because there were not enough two bedrooms did we decide to move. If you like to breathe moist and fresh air in spring, if you like the trees in the courtyard in summer, if you like to listen to music in autumn and look out through the spacious French windows, if you like the atmosphere of the whole family drinking coffee by the warm fireplace in winter evening, then please buy our house. We just want to sell the house to such a person. " They moved away less than a week after the advertisement was published.

The old couple used effective language art to convey information about housing to potential customers and stimulate their consumption demand, making the information transmission process more vivid, novel and targeted, thus enhancing the intensity of information stimulation and accelerating the process of transforming purchase intention into purchase action. Before and after the comparison, the difference in promotion effect is so huge!

Good eloquence can not only stimulate customers' desire to buy, but also eliminate customers' doubts. Worries and doubts about products are the biggest obstacles to trading. The key to overcome this obstacle depends on good eloquence. 1920, Du Baolin, a famous comedian in Shanghai, once made a successful cigarette advertisement with his eloquence. In a performance, he skillfully pulled the topic to smoking: "Smoking is actually the worst thing in the world. How can I put it? I spend money on nicotine to smoke. Just because I like smoking, my wife is clamoring for a divorce with me every day. Therefore, I advise you not to smoke. " Then, he changed the subject: "But then again, quitting smoking is the hardest thing. I want to quit smoking every day since 16 years old. Up to now, I haven't given up smoking, but my addiction is getting bigger and bigger. I think the best way is to smoke cigarettes with less nicotine. Tell you a secret: At present, Bai Jinlong has the least nicotine on the market. "

He made a surprise victory because he took the method of retreating first, promoting first and then restraining. Take a step back first, seize the trust of customers, and then go further, people have to convince him of another point.

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

Beja attaches great importance to language art. He believes that "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 determine whether the customer will eventually buy your insurance.

Once, with good eloquence, Bedjae negotiated a $250,000 insurance policy, which took only 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.

Opportunity knocks but once. Bedja quickly got in touch with Mr. Booth and made an appointment to meet at 10: 45 the next morning. Becca doesn't fight unprepared battles. In order to negotiate the insurance of 250 thousand, he 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 ... "

Obviously, at the beginning of the conversation, Mr. Booth gave the other side a scare. At this time, it is difficult to continue the dialogue without clever response.

"Mr. Booth, if you are my brother, I can't wait to tell you something frank." Bedja said sincerely. He promptly threw out this sentence, which he often said to customers, precisely for the purpose of giving customers a helpful service by taking the initiative to give them suggestions, so as to establish their confidence and interest in continuing the dialogue.

"Oh, please tell the truth?" Booth really walked into a trap.

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."

When Mr. Booth heard this, he was surprised. "What do you mean?"

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

Knowing how to ask clever questions will lead the dialogue to the expected result. Asking questions is an effective tool to promote and promote negotiations. 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 intends to 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 of $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 is still hesitating.

"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 after only ten seconds, he took off his hat on the hanger and said, "OK, let's go!" " "

In this way, by virtue of superb conversation skills, Bedejia reversed the unfavorable situation, took the initiative and let the customers' thoughts follow her. In the end, it only took 25 minutes to negotiate the insurance of 250 thousand.

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 are still alive and well where you haven't used medicine!" " "This joke made people happily accept his promotion, and several boxes of mosquito killers were quickly sold out.

Good eloquence is also a guarantee to eliminate possible obstacles in the marketing process.

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.

In economic activities, whether your words are appropriate or not is sometimes even related to millions of losses of individuals, units or countries. After a graduate student from China returned from studying in France, after several years' efforts, China's wines miraculously hit the French market. However, Chinese wine encountered difficulties in re-export from Hong Kong. China thinks that wine is foreign wine, not native. Hong Kong's tariff stipulates that foreign wine is taxed at 300%, while domestic wine is only taxed at 80%. Faced with this difficult problem, graduate students used their quick wits to recite a Tang poem: "A glass of wine that glows." He explained that this shows that China was able to produce wine in the Tang Dynasty, more than ten centuries before the French and British wine production history. How can you say that the wine in China is foreign wine? China was speechless, so he had to admit that wine is not foreign wine, and agreed to levy 80% tax. It can be said that eloquence can solve the crisis, in a word.