How to promote tobacco products?

The first chapter is the new principle of sales promotion. First of all, explain what customers want, need and know from the customer's point of view-not what you want to sell. Second, collect personal information-and learn how to use it. Third, establish friendship-everyone wants to buy things from friends, but they don't like to buy things from salesmen (how can others recognize and be friends with you). Fourth, establish an unbreakable friendship shield for competitors-make yourself an expert in the hearts of customers and let competitors do nothing. Fifth, establish a common topic-sports, children ... Sixth, win people's trust-once you impress each other, you'd better have established their confidence in buying from you, otherwise, they will buy from others temporarily. 7. Have fun and be an interesting person-this is your career. Humor is the best opening brick and a kind of acquiescence. Don't be knocked down by your sales promotion-the salesperson talks like a salesman, which is the lowest level. Study hard to sell science and turn it into an art.

Chapter II Secret Recipe To master an industry, you must know its secret recipe. Are there any shortcuts? Yes, it is to learn knowledge. * * * Believe that you are half the battle. In short, you will become what you think you are. 1. Attitude is the mother of marketing failure-because they think they will fail. Are you sure? 1. I watch the news for an hour every day. I read the newspaper every day. I read a news weekly every week. 4. Occasionally I will be in a bad mood all day. 5. My job is boring. I will lose my temper in an hour or so. 7. I am depressed and feel sorry for them. When something goes wrong, I always blame others in advance. 9. When things are not going well or in trouble, I will tell others 10 that I am angry with the other half, and the conversation time will not exceed four hours 1 1. I will bring my personal problems to the company and discuss them with my colleagues 12, and I will prepare for the worst/kloc-0. And you will say that 0-2 is your positive attitude, 3-6 is your negative attitude, and more than 7 is your attitude problem, a very serious problem. In fact, the reasons for the failure of salespeople are: 15% inappropriate training in goods and sales skills, 20% poor oral and written communication skills, 35% poor management or problems, and 50% attitude. It sounds incredible, doesn't it? If salespeople (or anyone) can change their way of thinking, the opportunities in Chengdu can be increased by 50%. The secret is: we become what we think, but this is a training that must be practiced every day. Want to start changing your attitude? It will miraculously affect your success (and income). Live by these thoughts and practices! 1. When something goes wrong, remember that it's not someone else's fault, it's yours. 2. You always have a choice. 3. If you think it doesn't matter, things don't matter; If you think it's important, things are important. 4. Ignore junk news-do something worth doing, make a plan or do anything that can improve the quality of life. 5. For a year, only read positive books and news. 6. When encountering obstacles or things go wrong, look for opportunities. 7. Listen to some tapes about attitude, attend seminars and attend refresher courses. 8. Ignore those who say you can't do it or try to dissuade you. 9. Reflect on your language-do you say it is half full or half empty? Is it partly cloudy or partly sunny? Avoid saying "why", "I can't" and "I won't". 10, tell me why you like things, people, work and family. Don't say why you don't like it. 1 1. Help others without thinking: If you say "I won't do it because he won't". Who lost? If you say, "Why did you ask me to do it? He did it ...". Who lost? 12. Visit the children's hospital or the disabled. How long will you be angry? If it takes more than five minutes, there must be something wrong. 14, think of something lucky every day. By the end of the year, if you spend the time wasted chatting on positive actions or studying for yourself, your career and your family, you will have 15 days. Which one helps you? Do you spend fifteen years chatting or fifteen days a year building the future? This is all your choice.

Chapter III Seven Rules for Overcoming Psychological Obstacles People with physical disabilities can usually overcome challenges (their physical defects) and inspire healthy people around them, while those who force themselves to have psychological obstacles often need help, which is a kind of self-help. What is psychological disorder? See if these excuses are familiar. 1, "I can't reach him by phone". 2. "She won't return my calls". 3. "He will promise to see me". I overslept and forgot. I didn't write it down and no one told me. " 5. "She broke the contract". 6. "I can't get her to agree." Actually, making up excuses is much more difficult than selling. Prescription: the ability to concentrate. Face the reality! The days of easy sales are over. The competition is sometimes so fierce that you can't help rethinking your career or situation. Seven ways to overcome psychological barriers: Here are seven things you can do to keep your attention, energy, motivation and commitment, and change you from a state of "I am so sad" to "I am so great!" 1, stop blaming the external environment for your situation. Don't blame others for your situation. Get to know your customers or potential customers better every day. Stick to it until you get the answer. 5. Know your present or future. 6. Practice your skills every day. 7. Problem-solving oriented. You can make a stepping stone. You can also build a stumbling block. This choice is for you (forever) and for you.

Chapter 4: Listening to the expectations of 25 customers is the first lesson in sales promotion, so it is very important to listen to the expectations of customers. Treatment required by 25 customers: 1. Just tell me the gist of the matter: I don't want a long and smelly conversation. When you know me a little, please come straight to the point. Tell me the truth, don't use the word "tell the truth", it will make me nervous: if what you say makes me doubt or even know it is false, then you are out. I want a moral salesman: a few black sheep without moral conscience make the salesman bear unwarranted charges. What can testify to your conscience is your actions, not what you say (moral people are usually immoral people). Give me a reason why this product (this project) is perfect: I must know the benefits it brings to me first. 5. prove it to me. 6. Let me know that I am not alone, and tell me a successful case of someone in a similar situation to me. 7. Show me a letter from a satisfied customer. 8. What kind of after-sales service will I get? Please tell me and show me. Prove to me that the price is reasonable or the profit is considerable (I found a bargain). 10, tell me the best way to buy. 1 1. Give me a chance to make a final decision and offer several choices: What would you do if this was your money? 12, which strengthened my determination: I will worry that I made a wrong decision, and what benefits I can get will make me confident to buy. Use these facts to help me and strengthen my decision. 13, don't argue with me: even if I am wrong, I don't need a clever salesman to tell me (or try to prove it); He may have won the argument, but he lost the deal. 14, don't confuse me, the more complicated I am, the less I will buy it. 15, don't say anything negative to me: I hope everything is fine, and don't speak ill of others (especially competitors), myself, the company or me. 16, don't talk to me in a contemptuous tone: the salesperson thinks he knows everything and treats me like an idiot; Don't tell me what you think I want to hear. If you think I'm too stupid, I think I'd better cooperate with others. 17, don't say I bought it or did it wrong. I like the feeling of schadenfreude and feel that I am very smart; If I am wrong, be smart and let me know that others have made official mistakes. 18, when I am talking, pay attention: I am trying to tell you the business I want to do, but you are busy selling your business to me. 19 makes me feel special: if I want to spend money, I want to spend it happily, it all depends on your words and deeds. 20, let me laugh: let me have a good mood, I can buy; Making me laugh means I agree with you, and you need my consent to complete the sales promotion. 2 1, showing a little interest in my career; Or it's not important to you at all, but it's all to me. 22. Honestly: If you lie, it's only for my money. I can see that. 23. When you say what you want to do, just do it and don't let me down. Help me decide not to betray me: I hate being betrayed. 25. When I don't want to buy, don't force me to buy with a bunch of old sales skills: don't talk like a salesman, be like a friend-a person who wants to help me. I hope you can help me in other business. This will make you my friend, but you need to have enough knowledge. Now, we begin to review and mark our mistakes. Tell everyone and decide to correct it.

Chapter 5: Why don't customers say "I don't like it"! Is that so? Is this a real objection, an excuse or a lie? To put it mildly, we call it opposition or doubt. The real reason is that this prospective customer is still unwilling to sign the contract. What they really want to tell you is, "You haven't convinced me". The potential customer is actually asking you to give him more information and assurance. There are not many real objections. Mostly just excuses. Because potential customers usually hide their real objections, which makes things more complicated. Why? They don't want to hurt you, they feel embarrassed, or they are afraid to tell you the truth. White lies are much simpler, more convenient and less cruel than telling the truth, so they simply give some reasons to get rid of you. First, the customer's objection is not really against the customer's top ten excuses (white lies) 1, "I want to consider, consider". 2. "My budget is used up". 3. "I must discuss with my partner (wife, lover, partner, lawyer, etc.). Give me some time to think. 5. "I never make decisions on impulse, I always leave problems to time to solve." 6. "I'm not ready for this project." 7. "Come back to me in ninety days, and then we will be ready." . 8. "I don't care about quality." 9. "Business is bad now (recession)". 10, "This is what our consulting company has to deal with". The head office is responsible for advance payment. Your price is too high. Your profit is too low. These are typical objections. So, what is the real objection? 1, no money. 2. Rich, but too careful. I can't get the money I need. I can't make up my mind. There are other products that can be replaced. There are other more cost-effective deals. I have other plans, but I won't tell you. 7. I don't want to replace the original one. 8. I want to compare prices. 9. I am busy with other more important things at this time. 10, I don't like you or have no confidence in your goods. 1 1, have no confidence in your company. 12, I don't trust you and have no confidence in you. Finding the real objection is your first key, and it is somewhere in the list above. Then we can successfully overcome it and make sales promotion possible. The question is, can you and have the ability to explore the real reason of the opposition, and when the opposition occurs, you are not prepared to overcome it. Why is this? 1, lack of technical (commodity) knowledge. 2. Lack of marketing tools. 3. Lack of promotion knowledge. 4. Lack of self-confidence. 5. Not prepared in advance (they may have heard the same statement more than ten times), but they are still not ready. 6. Their product description is too bad. 7. In short, lack of professionalism. Second, verifying objections is as important as overcoming them. Promotion begins with rejection! (1) Why is there an objection? 1, because there are questions or unanswered questions in the minds of potential customers (these questions are sometimes created by marketers themselves). 2. Because the prospective customer wants to conclude a contract or intends to cooperate, but needs to explain, or wants to buy at a more cost-effective price, or needs the permission of a third party. 3. Because potential customers don't want to cooperate. (2) There are seven ways to identify the real opposition to honesty and overcome it. 1. Listen carefully to the objections raised by customers: judge whether it is a real objection or a loan. If it is a real objection, potential customers will usually repeat it over and over again. So, let the prospective customers make it clear. Anyway, agree with them first. This will allow you to object skillfully without causing controversy. If you think that's an excuse, you must let them tell the real reason for their opposition, otherwise, you can't continue. Quote the following words to understand the facts: * "You didn't mean to ..." You told me ... but I think you must have meant something else. * "Usually when customers tell me this, according to my experience, they are only satisfied with the price. Are you the same? 2. Is differentiation the only real objection? Question and ask the customer if this is the only reason why he doesn't want to cooperate with your company. Ask him if there are any other reasons besides this. 3. reconfirm: ask your question again in a different way. In other words, you cooperated because of …, right? Mr Wang? 4. Distinguish the reasons for opposition and prepare for the facilitation stage: propose a problem that can make the solution concrete. Then, "if I can prove our credit …" or "if I can extend the payment period for you …" or "if I can show you the actual operation, can you make a decision? ..... "or to put it another way:" ... do I still hope to do business with your company? 5. Respond to the objection of the prospective customer in a way that can completely solve the problem: let the prospective customer choose something other than "yes". At this juncture, use all your magic weapons. If you have a trump card, take it out now (thank you letter, comparison table, customers who can be contacted by phone on site and a special transaction related to time or price). Forget the price-show the cost to potential customers, explain its value, compare it and prove its benefits. Only by being different can we leave a good impression on our customers. Product knowledge, creativity, marketing means and self-confidence will make customers agree with you. 6. Ask a leading question or communicate in a hypothetical way: * "If I ... can you ..." is the most typical sentence in the promotion stage. :: Use similar scenarios when providing convenience. People like to know how others react in the same situation. Q: "Why is this so important to you?" Then use "If I can, would you like to ...? "7. Confirm answers and transactions. Ask confirmation questions like the following to turn potential customers into customers: * "When do you want to deliver the goods?" * "When is the best time to start?" * "Where do you want to send the goods?" The best skill is not skill at all, but friendship. It is a warm, open and humanized relationship.

Third, prepare full marks (1) Taking preventive measures in advance is the best way to overcome opposition. Specific operation process: 1, determine all possible objections: let's talk about objections together. 2. Write it down: Even if it is the same objection, because the statement is different. 3. Draw up an answer for each objection. 4. Develop effective marketing tools, such as thank-you letters, supporting documents, award certificates, trophy photos, etc. , can enhance persuasiveness. 5. Practice the answers by role-playing: After the answers are written, arrange several role-playing opportunities to familiarize yourself with each proposed situation and keep practicing until you are natural. 6. Revise the manuscript: After the drill, there will be something worthy of revision, which should be completed as soon as possible. 7. Try it on customers: Go to one or two customers who are looking for trouble and tell them your feat. If you have the courage, they will feel flattered and give you a real answer. 8. Regularly discuss and revise the manuscript. (2) The key is to know the possible reasons for the objection. And draw up a draft and put the answer into the usual commodity description. In this way, at the promotion stage, there will be no objection. Here are seven preventive tools and lines, which can be added to the manuscript or incorporated into the product description. Become a part of the whole process. 1, similar situation: tell the story of several customers who have the same or similar problems or objections and finally buy. 2. Thank-you letters: Some thank-you letters may be contributing factors, such as: "I thought the price was too high, but after operating for one year, I think the key is quality. Thank you for advising me. " 3. A written report on the company's products: establish a pillar, establish credit and build confidence. Compare the products of our company and competitors one by one according to the chart. When the prospective customer says he wants to see it, he can take it out for his reference. According to our experience, this is the most powerful opening statement to prevent opposition. 6. Say, "We listen to our customers. They have doubts. What we do is ... let future guests overcome it and stop objecting. Let them see that you listen and act with your heart. 7. Say "We used to believe … but now it has changed …" to prevent the recurrence of rumors (reputation of high service quality and high price).

Chapter VI Individuals 15 I. How to deal with the relationship between individuals and companies? 1. How to integrate yourself into the collective (Cannikin Law). 2. How to combine your own values with the development of the company? 2. Business communication (professional "take the letter to Garcia") Look (office wall) Ask (ask the right questions) Listen (classify customers) The two most important decisive points in marketing are "ask questions" and listening. Appropriate questions can be asked by potential customers. By combining the two skills of powerful questioning and effective listening, you will have the ability to discover facts and needs, and with a clear response, you can urge the other party to make a decision. Sounds easy! But why are there still failures? Because-1, your questioning skills are insufficient; 2. Your listening skills are insufficient; 3, you are biased against customers, judge customers in advance, and then answer the words that interrupt others. You think you already know all the answers, so why bother yourself? Ask questions and listen carefully to the answers. You haven't figured out the real needs of potential customers. If you don't even know what these requirements are, how can you meet them? (1) The most effective marketing calls are 25% questions and conversations, and 75% listening. How does it compare with your old method? How to ask questions-don't limit the content of the answer, and avoid questions that can be answered by asking "yes" or "no" unless you are sure that "yes" means a complete victory. Thirteen questions 1. Is the question concise? 2. Do prospective customers need to consider the goods before giving you a definite answer? Can this question force customers to evaluate new information and new ideas? Is your question to build the trust of potential customers invisibly? Doesn't he think that injustice is a challenging problem? 4. Will prying into new problems make you look better than your competitors? Ask some questions that competitors have never thought of, can you get yourself out of the competition? Because no one else can match you. 5. Can this question guide potential customers (and you) to quote past experience? Can the questions you ask make him willing to share his pride with you? These are not only issues of promotion, but also issues of building relationships. 6. Is the answer to the question something that potential customers have never thought of before? The new method will make you different, better than others and take control of the overall situation. 7. The question is whether we can make the commodity say that the trading stage of the Ming Dynasty goes further. Try using "Don't you ...? ""Really ...? ""shouldn't ...? "Yes" and other questions, so that customers can answer "Yes" to a certain part of the product description, and at the same time give themselves an opportunity to move the product description to the trading stage. 8. Does the question go directly to the prospective customer (business)? The more direct the question, the more direct the answer. 9. Does the problem directly cut into the obstacles of prospective customers? 10, does the problem directly cut into the obstacle of prospective customers? Must potential customers tell the truth? 1 1. Can this problem create a positive guiding atmosphere to promote sales? 12. When a potential customer asks you a question, do you ask him back? It will arrive in a few weeks. You should ask, "Do you want us to deliver the goods within a week?" 13, the last question: "Are you asking about the transaction?" If you can write down two or three questions related to the above twelve challenges and apply them to the sales promotion process, you can guarantee that you will find two things: 1, and drafting these questions is a challenge in itself; 2. In return, you will become a better regional manager with higher income ... and benefit for life. (2) How to design the guiding transaction Part I: State an irrefutable fact. The second part: state personal views that can reflect one's own experience and generate a sense of trust. The third part: Put forward a question that is consistent with the first two topics and can give full play to customers.

Example 1: Marketing The first part of the course "Marketing Training": "Mr. Jin, you should know that salespeople rarely achieve the goals set by their bosses or managers". The second part: "According to my experience, without training, there is no good attitude, no way to set goals, and no skills to achieve them. Interestingly, salespeople will blame their incompetence on goods and others, but they will not take responsibility. " Now, just now, it's time for you to spread the problem out. Part III: "How do you ensure that your salespeople can achieve their goals and keep a positive attitude?" This kind of questioning skill is very powerful, which can build trust and confirm demand at the same time, and is suitable for famous industries. After twenty-five times of practice, you will have this skill and you will begin to see real results. (3) Five questions to complete the trading rules: Question 1: "Teacher Jin, how do you choose the upstream company for cooperation?" Answer: "Reputation and profit". Question 2: "What is your definition of reputation?" Or "How much profit do you want?" Note: Many customers will not be asked these questions. Answer: "Good product quality is advertised". 20% profit margin Question 3: "What makes you think this is important?" Or "is this the most important thing for you?" "Why do you think this is important?" This question can lead to his real needs. Answer: "This can ensure the company's annual profit, thus maintaining the company's development". Question 4: "If we can give you a perfect product and ensure your company's profit and achieve the fastest growth among peers within one year, will we become partners?" Question 5: "Great! "When shall we sign the contract" or "When shall we start?" "Let's call it a transaction. (4) In the sales process, the earlier and more frequently you use these questioning steps, the better; If you talk a lot, but the potential customer keeps his mouth shut-you will not only annoy the potential customer to death, but also lose the chance to make a deal. If you don't understand the needs of customers, even if there is a panacea, you can't prescribe the right medicine. Want to find some tough questions? Try these words: 1. What can you expect? 2. What did you find? 3. What are you going to do? According to your experience ...? 5. What have you used successfully? 6. Why is this the decisive factor ...? 7. Why did you choose ...? What do you like about it? 9. What do you want to improve? 10, what do you want to change? Don't say, "Why don't you like ...? ") 1 1, are there any other factors ...? 12. What actions have your competitors taken in this regard? 13. How did your customers react to this? I didn't remember it beforehand, so I wrote it down for simulation training. 3. Listening Marketing Method: How many of you have attended listening skills training courses? In formal education, the course "How to Listen" has never been offered. It's amazing-the skills we need most have never been taught in school. When we watch TV, listen to the radio and listen to music tapes, we can often recite those articles and poems or sing a song word for word the next day, but if your other half or children talk to you, what do you say? Or, "I didn't hear what you said." Do you often ask someone to repeat what they just said? How many times have you heard people say to you, "You didn't listen to a word I said". (1) Hearing impairment: 2 1. Before I started listening, I had preconceived ideas (about the customer's opinion or what he was going to say). I was confident before I started listening, or before I listened to the whole story and got important details. There are two important rules for effective listening, which must be presented in this order, otherwise you will not become a person who knows how to listen: 1. Listen to the question. 2. Listen to the solution to the problem. (3) Analyze your listening style: 1. Do you listen with one ear or two ears? Listening to half means that you are doing something else while others are talking. Are you absent-minded when others are talking? Are you pretending to listen in order to interrupt and express your opinion? Are you just waiting for the gap to insert your answer? Since when do most people fidget and don't want to listen any more? 1, after you draw up the answer. 2. When you start to feel that the speaker is disgusting. When you decide to interrupt someone's conversation and express your opinion. 4. When the speaker's conversation is not what you want to hear. (4) There are 13.5 rules here, which can make your listening ability more acute, increase your performance, reduce the occurrence of mistakes, satisfy prospective customers and help you complete more marketing: 1, don't interrupt ("but ... but ...") 2. Ask questions, then be quiet and concentrate. Prejudice will distort what you hear. Abandon prejudice and listen without prejudice. 4. Make eye contact and make easy-going sounds ("hmm", "hey", "yo", "I see" and "oh") to show that you are listening. Don't jump to conclusions until you hear the whole story. 6. Listen and find out the purpose, details and conclusions. 7. Interpretation is a big part of listening. Listen quietly and interpret what you see and hear quietly. 8. Listen between the lines. What is implied is more important than what is stated. 9. Think in the middle of each sentence. 10, before you start talking, think about the meaning of sound and silence. 1 1. Ask questions to make sure that what the other person should say or wants to say has been said. 12, let the other party know that you are listening with actions. 13, when you speak, you should be thinking about the solution to the problem. Don't exaggerate the problem. Be a problem-oriented listener. (5) What makes you not listen? 1, sometimes you take each other for granted-the other half of parents and children. Sometimes you have something on your mind. Sometimes people are afraid to hear what they are about to hear, so they simply block it out. Don't be afraid to listen. Sometimes you are reckless and unreasonable. Sometimes you can't stand the other person and don't listen to him. 6. Sometimes you think you know everything, and often even think you are an encyclopedia. There are many secrets to being a good listener. But all secrets have one thing in common: shut your mouth!

Chapter VII Open the Customer's Heart Button 1. Find the heart button 1 and ask questions related to the current situation: for example, where do you live? Which university does the child go to? 2. Ask him what he is proud of: the proudest thing in his career. 3. Ask questions related to personal interests: What do you do in your spare time? 4. Ask him what he would do if he didn't have to work: what are his real dreams and ambitions? 5. Ask questions related to the goal: What is his company's goal this year and how will he achieve it? 6. Look at everything in the office: look for something unusual. Looking for photos and awards are cabinets, separate frames, separate places, or bigger and more eye-catching things. Second, it's easy to ask and see the heart button in the customer's reaction, but the difficult part is listening. "Move the button" in the customer's reaction! 1. The first reaction to listening is the first thought or suggestion: the first sentence to answer a question is usually the most important reaction from the heart. Most of what you are looking for is in the hearts of potential customers. It may not be the real heartbeat button, but it will give you some idea. 2. Listen for an immediate and decisive response: an unthinking response is important and can't be wrong. 3. Listen to a smelly and long explanation or story: what needs careful explanation is usually a last resort (hot potato). 4. Listen to the repeated narrative: the thing that will be said twice is: "The most important thing in my heart." 5. Listen to emotional reactions: including expressions and intonation. Note: A story about how an ungrateful employee speaks ill of the company shows that this person has a "loyalty" button. If you immediately respond to wasting money or profligacy, it means that "recognizing low price" and "cost performance" are the buttons that sound the alarm for the country. Ok, you think you found it, now press it! Third, there are five buttons: 1. Ask "important" questions: for example, "How important is this to you"? Or "why is this so important to you?" This will help you to know more. 2. Ask questions in a clever way: make questions part of the conversation and then observe the other person's reaction. 3. Use the guiding question: "If ………". Listening is very important.