Summarize the marketing strategies used by salespeople to visit these four types of customers

Summarize the marketing strategies of salespeople visiting these four types of customers

In the field of sales, American experts proposed two laws of sales, the golden law of sales and the platinum law of sales. The former means treating customers the way you would treat yourself, and the latter means interacting with customers the way they like to be treated. Below is what I compiled, I hope you like it.

Based on the six secret words activated by human behavior: power, achievement, security, order, cooperation, and identity, they use dominance as the abscissa and self-control as the ordinate. , forming a matrix of social behavior styles in the American sales world, thus dividing people into four types: authoritarians (power and achievement), thinkers (order and security), collaborators (security and cooperation), and extroverts (identification and achievement) , and thus summarized the marketing strategies for dealing with these four types of customers.

Based on more than 20 years of research and sales practice, it is found that using Topk to summarize the four-type style theory is easier for Chinese people (including Chinese salespeople) to understand, master and apply. The so-called Topk is composed of the first letters of four English words: tiger, owl, peacock and koala; that is, four animals: tiger, owl, peacock and koala. The tiger corresponds to the authoritarian, the owl corresponds to the thinker, the peacock corresponds to the extrovert, and the koala corresponds to the collaborator. Its theoretical foundation lies in the "Four Symbols" and the "Four Knowledges of the Gentleman" in the Chinese Book of Changes. Its foundation lies in Sun Tzu's "Five Virtues of a General" and Confucius' "Five Virtues of a Gentleman", as well as the Chinese Five Elements theory, and its foundation lies in Socrates in the West. Temperament theory, DISC theory and MBTI theory, etc. Teacher Huang Dehua developed four sets of sales communication techniques from the greetings, opening remarks, questions, persuasion, objection handling, conclusion and post-visit follow-up, as well as banquets and gifts, etc., which enriched the content of the adaptive sales skills course and formed China's Adaptable selling skills course. This course answers how to sell things to Sun Wukong? How to sell things to Tang Monk? How to sell things to Zhu Bajie? How to sell things to Monk Sha?

Visiting Tiger (tiger type) customers

Opening remarks: Let’s get straight to the point. Our salespersons must state the purpose of the visit and the time they need to take up, and ask for permission from the other party. The points of interest in their conversation are: solutions to problems and benefits. We salespersons must not go off topic or go around in circles; we are looking for How to ask: Be straightforward and tell the other person the purpose of each question. Let the other person take the lead. Every time you make a suggestion, ask: "Do you think it's okay?" In the persuasion stage, we need to entice them with benefits, show more about the efficacy of the product, and use the FAB method of statement; when encountering objections: we need to spread the pros and cons and let everyone present their opinions. The other party is "right to the matter but not to the person", so there is no need to Worrying too much about tit-for-tat. Reaching an agreement (closing a deal): We must be clear about love and hate. If we use relationships instead of friendships, the effect will be insignificant. In the conclusion stage of the visit, tiger-type customers will often conclude the agreement for our salesperson. If we directly ask him to adopt our products, it will not work. will get its reaction. As long as the request is made in respectful terms and the discussion with him is concluded with a result-oriented approach. Follow-up after the visit: We must fulfill our commitments as soon as possible in a timely manner and handle any problems according to the contract.

Visiting Owl (owl type) customers

Opening remarks: simple greetings, let’s not tease you too much, formal etiquette; the points of interest in the conversation are: solutions to problems, new information, and processes , details rather than results, provide written materials, explain them in detail, and he will read them again himself; our method of asking questions: follow the thread and don’t go off topic. If you like sophisticated and profound globrand.com questions, go with him Think and answer questions. Pay attention to the logic of questions and answers. In the persuasion stage, we need to base our case on reason, show more evidence such as the evaluation and appraisal of the company and products by authoritative organizations, and use the FEBA statement method. Encountering objections: We need to know our flaws and how to respond. Change the other person's point of view by providing new information and new ideas, but do not make judgments for him.

Don't deny, don't make assertions, talk about the cause first and then the effect. Reaching an agreement (closing the deal): You will sign when it is time to sign, and you can use a timetable to urge the other party, or persuade the other party to temporarily put aside some minor issues. During the conclusion phase of the visit, we should not put pressure on him. We must allow him enough time to weigh the evidence and consider all points of view, allowing them time to analyze and think. Usually they respond very much to summary conclusion. Well, be safety oriented to reduce risk.

Follow-up after the visit: We don’t need to care too much and don’t take up too much of his time. If the results are not in line with expectations, they should be dealt with promptly, explain the reasons, review the original ideas with the other party, and take practical actions.

Visiting Peacock (Peacock) Customers

Opening remarks: We should not go straight to the topic, insert jokes and gossip until the atmosphere is stirred up, and then move to the topic casually; the purpose of the conversation is The points of interest are: things that are different from others, new things, not technical details; the way we ask: can touch the other person's happiness and pain, it is best to make the other person complain, so we ask further. In the persuasion stage, we need to praise the product, vigorously promote the uniqueness of the product, including its novelty, celebrity use experience, etc., praise it for its knowledge of goods, etc., and use the FABD statement method. Objection encountered: We must not hurt feelings. Sometimes I put it aside and forget about it. The bitter meat trick works. . Reaching an agreement (closing a deal): Strike while the iron is hot. As time goes by, the heat will disappear. If you sign a bill after drinking, forget it if you feel uncomfortable afterwards. Can be moved with emotion. In the conclusion stage of the visit, we can explain and express our opinions as much as possible, but we must first make sure that the argument is really agreed with by them. For them, the action stage is very important when concluding the visit, and the identification orientation is used to re-emphasize the unique characteristics of the product. Benefit. Follow-up after the visit: We just need to say hello from time to time and send some novel small gifts.

Visiting Koala (koala type) customers

Opening remarks: Our salesperson should first talk about something that he personally cares about or a topic that two people have the same language, so that the other party can Fully trust our salespeople; their conversational interest lies in people, especially acquaintances. We should tell him our interests and test his reaction. If he doesn't respond, we should change the topic immediately until he starts talking. Don’t be afraid of temptation, we need to understand a little bit of everything. How we ask: We cannot ask directly, we have to use hints. He is on high alert, especially when meeting for the first time, so try to get him to relax slowly. He usually speaks carefully and does not express his views directly. We need to use "you're right" frequently and avoid "exchanging superficial words and profound words". In the persuasion stage, we need to move them emotionally to make them realize the convenience of purchase, use and service. Use the FABC statement method. Encountering objections: When he says he is dissatisfied with A, we must be careful that he is actually dissatisfied with B. If you don't understand, he will continue to ask indifferent questions and speak vaguely. Reaching an agreement (closing a deal): You cannot push too hard unless it is related, but you can use "in case" to urge. At the conclusion of the visit, we can repeatedly restate the arguments/points of interest that such customers agree with. , clearly help them make decisions, but do so in a gentle and calm manner, do not put pressure on them, and be customer-oriented to emphasize the benefits to their customers. Follow-up after the visit: We must continue to maintain the relationship, otherwise our credit will be ruined. You must make up for what you promised.

The Topk technology of adaptive selling skills is the top wisdom of mankind. Huang Dehua is standing on the shoulders of giants and summarizes it again in the form of an article. Because this technology is the cheapest and most effective. Huang Dehua still remembers the three vice presidents of the hospital. They were recognized by their medical colleagues as tiger-type customers. Many medical representatives did not dare to visit them. Those who visited their medical representatives or managers also followed the tiger-type style. communicate. As a result, there are countless losers. Through his careful observation and the fact that he was born with an owl type, Huang Dehua felt like we fell in love at first sight with them even though he was not able to use Topk technology flexibly. Every time I visited and communicated with them, the communication was very smooth and natural.

They are also happy to help Huang Dehua. They still remember Huang Dehua and tell other relevant people about Huang Dehua. In fact, the relationship between Huang Dehua and them is a very pure partnership, and there is no relationship such as cash or status at all. Why is this? This is the charm of Topk technology. Today, it seems that they are owl-type customers.

Topk technology can improve the efficiency of sales communication because people always like to help their acquaintances or people they like, and people with similar styles always give people the impression that they are acquaintances or people they like. Of course, if I just have a similar style to them but have issues with my moral character, I don’t think they will help me. On the road to improving sales communication, Topk technology is just an accelerator. ;