The importance of attitude in the sales process

The importance of attitude in the sales process

Many salespeople don’t know which is the most important, the sales concept or the sales attitude. Now let me tell you about the importance of attitude in the sales process!

A. Do you love this job?

Attitude affects our behavior results have an important impact. A Harvard University study found that a person's getting a job depends 85% on his attitude and only 15% on his intelligence and business knowledge. In fact, with a serious attitude and a conscientious and meticulous style, you will have a greater probability of success in anything you do. Sales work is no exception.

Different salespeople may have very different attitudes towards sales work.

Some salespeople do not intend to regard sales as a lifelong career, but do sales with a recreational and transitional attitude. They have no long-term plans and usually do not dare to talk about long-term commitments or topics with customers, so they appear less confident and confident at work.

Some salespeople just want to experience sales work and "exercise". They pay more attention to the process. Although they also care about the results, they do not regard it as a goal to work hard. Such salespeople give up easily on sales targets, find it difficult to work hard, and often appear less determined and persistent at work.

There are also salespeople who do sales work just for the purpose of earning more ready-made living expenses. At work, they often can't help but show an attitude of "eager for success" and "eager for quick success", and therefore appear less calm and courageous.

The above work attitudes will make it difficult for a salesperson to find a fulfilling feeling in sales work, making them impetuous in their work and making it difficult for them to devote themselves fully. Of course, such a mentality cannot have the power to influence others.

For example, there were two salesmen who cursed the customer behind their back just because they were "very good" to the customer and paid a lot, but the customer did not close a deal with them. Just think about it, how can you do a good job in sales with such an attitude? It is difficult for such a salesperson to treat customers in a consistent manner and to do a thorough job in sales. Because their minds are impetuous, it is impossible to interpret sales emotionally and rationally, and they will not produce any real "sales power." Therefore, even if they use the same sales skills and have the same grasp of the product, the results of their work will be very different because of their different attitudes towards work.

No matter what you say, how much you say, or how hard you say it, "the eyes of the masses are sharp." When customers cannot receive and feel "your belief, your truth", they will only be "indifferent". Especially those customers who require your "real effort" to discover their "needs" (that is, non-explicit customers), it is even more impossible for you to deal with them in a few words.

Attitude generally includes two aspects: mental attitude, and attitude expressed externally through the body.

Mental attitude will affect physical performance: if a person is in good spirits, he will definitely appear bright and cheerful; on the contrary, if you are low-spirited, lazy, passive, arrogant and unreasonable, you will appear to be It must be quite gloomy.

Salespersons deal directly with customers. So as a salesperson, if you are in the latter state, just imagine, how can customers be impressed by you? If you want to be an excellent salesperson, you must have a first-class mental state, a first-class giving mentality and a first-class sense of responsibility.

Therefore, we need to reflect on our attitude towards sales work: Do we really love this job? What is our purpose? What responsibilities does my work have to the company and customers? What responsibilities? What is the significance of this job to your career, the industry and society?

Without these considerations, you will lose yourself in your work.

You cannot devote yourself to your work in a down-to-earth manner. The great sense of achievement in sales work will always belong to those who have a correct and good work attitude.

B. What kind of attitude does self-confidence come from?

Specifically speaking, salespeople often have two completely opposite mentalities in their sales work: beggar mentality and messenger mentality.

Salespeople with a "beggar mentality" think that selling is begging, asking others for help, and begging others to give them some benefit. So when selling, they are very afraid of customers' objections, even if they are just a little bit. Because once they hear objections, they immediately assume that the deal will fail.

On the contrary, "messenger psychology" can give salespeople confidence. That is to say, when you visit a customer, you are not begging him to buy a product, but you are introducing or recommending a product that is useful (beneficial) to him.

Just like a doctor visiting a doctor, you are bringing convenience and benefits to the patient. When you step into a certain company, a certain store or a certain family today, you have to feel that it is their blessing, because you will bring surprises to them, and you will bring them actual benefits or opportunities to make money. You hold the company's products in your hands, and each of these products is a profit opportunity for customers. You are the messenger of light and will bring convenience to consumers' lives!

Under these two different attitudes, the salesperson's mental state will be completely different, and the temperament and confidence displayed in front of customers will be completely different. It’s also different, and of course the sales results will be very different.

In fact, when a salesperson sells a product, the first thing he sells is the salesperson himself. In the "messenger psychology" mode, it is easier for salespeople to sell themselves and gain the favor and trust of customers. That is to say, only when the salesperson has a correct mentality can he build up his self-confidence. Because the company's products are useful to customers, you go to all the trouble to introduce and promote them to them. You are here to help him solve problems and meet his requirements, so why don't you have self-confidence?

When you realize that your duty is to serve customers sincerely, you will have confidence. Selling is no longer a burden for you, but a dedication and a pleasure. Your mental state will be greatly improved, and your customers will greet you with expectant eyes. At this time, the harbinger of your sales success appears.

C. Maintain your attitude

In the actual sales process, it is not easy to maintain a good attitude. In fact, one of the main reasons for continuous failure in sales is that you cannot control your attitude.

What does this mean? For example, you have just completed your fourth sales call of the day, and this is the fourth time you have been rejected in the same day. It's now three o'clock in the afternoon, and you have another appointment at three-thirty. So, can you show the positive attitude you had when you went to the first appointment of the day and get into the mood quickly?

In fact, from the first day you enter the industry, you should know that sales is the industry that experiences the most setbacks. There is a famous saying in the sales world: "Sales begins with rejection." In sales work, the number of rejections is far greater than the number of acceptances. What is the ratio of rejection to acceptance? There is a ratio of "50:15:l" that can illustrate the problem. That is to say: for every 50 business calls, only 15 people are interested in talking to you, and among these 15 people, only 15 people are willing to talk to you. 1 person will make a deal with you.

The essence of sales work is to "know that there are tigers in the mountains, and go to the tigers in the mountains." As long as you choose sales, you must "actively" face "obstacles" such as customers' merciless rejection and complaints about products, and persist in climbing to the top of your career. So, how can you always maintain the best condition in your sales work?

To always maintain a good condition, you must learn to "separate" each sales visit.

Everything must be considered individually and not mixed together: the rejection of the last visit has nothing to do with the next visit; the next visit must still show the initial "go forward" status. If you feel gloomy and discouraged because you were rejected last time, then the next customer may not be difficult to convince, but you will miss it because of your poor condition.

Therefore, we must not only get into a good state, but more importantly, we must maintain it.

Communication skills in the sales process:

Be egotistical

When marketers persuade customers, they must first be able to convince themselves and tell themselves that you are the best. , be confident, courageous and domineering. I used to be a marketing salesman myself. I failed in my first customer sales job because I couldn't convince myself and give myself the courage. So when talking about customers, I was timid and even forgot to give the other party my business card; when talking about products, I was hesitant. In the end, it was the client who convinced me (I remember when I went to Huatai Property & Casualty Insurance, when you were a client for the first time, you were excited and scared at the same time. You were beating a drum in your heart, fearing that you would not be able to negotiate well. As expected, you came to the client with this feeling. Here, unfortunately, due to psychological stress, I forgot all the product knowledge. At this moment, the customer started to inquire. I was a proud person, but I knew that this customer was an expert. Seeing me like this, I started to introduce our products with confidence. All the products were introduced. At this time, I was really ashamed. In the end, I left in a hurry). It can be seen that a marketer who lacks self-confidence cannot do a good job of persuading customers.

Awareness of self-challenge. Set targets and tasks for yourself. Sales managers, especially, should have this awareness. People often regard sales managers as pioneers who start their own business, which means that sales managers have to bear more responsibilities than others. For example, when a brand enters the market, price is the most sensitive. At this time, the sales manager should convince himself that a price war will not be of much benefit to the long-term development of the brand, and more services are needed to drive the market. Sales managers need to have a certain level of strategic awareness.

Self-summary ability. What is good, what is bad, what should be done, what should not be done, what are the benefits of doing it, what are the consequences if it is not done... these are all things that salespeople must do in a timely manner Recorded and organized, this summary is of great significance to the further development of the work. For example, (a case description) (Ai Fen is an employee of a well-known company. When he first entered the company's sales department, he always thought that he was very talented and never summarized his gains and losses. In the early stage of performance, he was quite good. , ranked at the top, but later as his investment in work decreased, he never took notes or summarized himself, and his performance soon declined and disappeared from the list of outstanding personnel. Since experiencing this, Ai Fen began to understand his business Weaknesses, I started to sort out my own gains and losses, and made a summary every time I talked with customers. It soon appeared in the company's business list,)

In addition, my mentality, professional level and The desire for success is the basic condition for forming a persuasive selling concept.

Positioning

It can be said that this is the core issue in the persuasive sales concept. Without a good positioning, it is impossible to grasp the overall situation and create the maximum value of the core business. In reality, this positioning is reflected in the positioning of shallow customers, the positioning of deep customers, and the positioning of combined customers.

Shallow customer positioning, that is, what kind of impression the customer will have after conducting a comprehensive inspection of you. This is a key link in making an order. Many salespeople complain after failed cooperation. I did a good job, but why didn’t I get the order? Because you ignored the basic positioning of customers. In fact, customers and you have different standards for judging partners. So what you have to do is to understand the customer's measurement standards, rather than thinking about the problem from your perspective. Usually the other party will consider whether to cooperate with you from the following aspects:

Your image (referring to your appearance.

Clothing, temperament, quality): In the eyes of customers, your image represents the company. No customer will do business with a person with a poor image, because in the customer's deep understanding of the meaning, your company is also very poor. In this way You map directly to the company and impact the company.

Your upbringing: You should try your best to show your temperament to customers. Especially when dealing with foreign customers, don't ask certain sales staff to go to the customer's place, stand or not stand, act or not, remember to sit half of the chair, don't sit all the way, this is also very important, start from the little things. , the customer can locate you, be careful to shoot you down.

Professional knowledge: Knowledgeable customers will ask many professional questions, but many sales staff only have a partial understanding. What should you do if you are also in this situation? Tell them honestly that you have just come to the company, or you can go back to the company to ask for details before telling them. Sometimes, honesty can impress customers. But be sure to remember that professional knowledge must be constantly replenished to add weight when talking to customers.

Amateur knowledge: There are huge differences between salespeople and customers. For example, if my clients are mostly female, and most of them are white-collar women, then in order to communicate well with them, I may need to learn more about clothing and makeup. And you have to pay attention, as a female customer you have to learn to listen and be an audience. (In the gift industry where FOX is engaged, most of the people in charge of this aspect are women. When he started to deal with them, he thought that as long as I could speak well, I would be able to win customers. As everyone knows, female customers are a special consumer group. The usual methods will definitely not work. FOX quickly became passive and was unable to open up the situation. It was hard to figure out why it failed. The first reason is that it does not understand women’s consumer psychology. The second reason is that women like to be recognized by others, so they have to do it. Pay attention to what they say)

Your understanding of him: I have always advocated considering issues from the customer's perspective. For example, my Jitong customers often go home very late. At this time, we usually discuss the plan until very late. What my company has received is their long-term support. (Actual case description) It can be seen that the better you understand your customers, the more supportive your customers will be towards you.

So what else should we pay attention to behind the positioning of shallow customers?

Positioning of deep customers

The so-called deep customer positioning usually refers to Advanced positioning of customers.

Emphasis on professionalism (Tomas is Dewell’s marketing manager. He is very busy every day at his job. He has to make an appointment for every meeting, so when he participates in the manager’s discussion , it is clearly pointed out that excellent sales staff will definitely grasp the time to communicate with customers. Generally speaking, manager level: 5-10 minutes; specialist level: 10-15 minutes; the maximum value should not exceed 20 minutes, and it is Describe each key point in a structured manner, highlight key items, pay attention to efficiency, and don't talk without knowing the priority. Often some sales staff talk carelessly in front of professional customers. As a result, the customer becomes impatient and the order is passed. Lost it. )

For example: There are only five minutes in GESTETNER, so we are required to learn to be organized during the conversation, highlight key items, and do not talk without knowing the priorities. There are often some salespeople who make irresponsible remarks in front of professional customers. As a result, the customers become impatient and the orders are passed.

Cannot ignore authority. This is something that many salespeople ignore and don’t know how to use authority. (Authority is a flag. It is a signboard. The well-known advertisements of Colgate’s National Dental Prevention Group and Pantene’s pro-vitamin B5. Why are they used in this way? The purpose is to enhance their reputation and achieve the invasion of consumer culture. This way, they are in conflict with When talking to customers, improve the quality of your products and brand effect

Emphasis on culture. Every company has its own culture, especially foreign-funded enterprises. German companies are famous for their rigor, so they are very strict about it. Companies attach great importance to quality. When signing a contract with them, the other party will usually include a lot of quality requirements in the contract. As long as you make good products, they will not change suppliers easily. British, Japanese, and Korean companies will also not change suppliers. Each has its own outstanding cultural characteristics.

Emphasis on continuity. Sales is a round-the-clock job, and high-level customer positioning is a one-to-many mapping. One is the embodiment of company culture, and the other is hidden customers. There will be customers behind the customers, so when dealing with each customer, we must consider it as a whole. Each customer is a customer group, and there are customers behind the customers. Each customer has continuity.

Combination positioning of customers (refers to integrating the positioning of deep and shallow customers into a target group) (What is a combination of positioning customers?)

Popularity

Discuss Customers, pay attention to the popularity of customers. (Use a case to illustrate the popularity) (Xiangyun is a software salesperson of a company. He mainly does integrated software. His customer group is a state-owned enterprise. This also determines that her sales road is rugged, and the road to Shu is difficult to climb. Qingtian, her customers are most afraid of taking responsibility, so every decision may need to be discussed by everyone, or they may search together to see who can find the best one. The more people discuss it, the harder it will be to complete the order. , because it is difficult to reconcile with the public, so in front of the public, she has to attack their hearts and disrupt their formation,)

Transparency (explain the term) (refers to the persuasive sales concept, its customer positioning is the most obvious , all are public) Mainly refers to those who do government bidding and group purchasing, which refers to their bulk orders. Often customers will issue bids, so that customers will openly bid and choose one or two from them. I know that GESTETNER attaches great importance to bidding documents. This is the company's long-term customer and will get an order for one year, so any salesperson must know this, 1. Pay attention to the company's image, 2. The company's reputation. 3. The company's public image. 4. company price. These four aspects are the most important. Of course, the profit of the bidding project or company will not be high, but it can give the company authority. It is not only a consideration of the overall situation, but also cooperation with the government. The benefits are of course not small.

Communicative

1. Persuasive sales communication is closed

Everyone will encounter some customers who are difficult to communicate with, so completely put your The inner world is separated from his. You don't know what he is thinking. This is the closed nature of communication with customers. This requires us to encourage the other party to talk more about the benefits and let him know that he has made this decision and it is beneficial to him.

2. Persuasive sales communication is open-ended

Once I went to Kingdee Company and happened to meet their sales manager who was in charge of this business. This person was very talkative. I am a history buff. I talked about ancient Chinese history, the Renaissance, and World War II. In this way, my whole afternoon was wasted. Therefore, sales staff should pay attention to changing the topic promptly when encountering such a situation to prevent being led away by customers.

Note: Don’t follow the customer’s words, as this will make it easier for you to fall into the customer’s trap; wait for the opportunity to make moves to find out the other party’s intentions; identify with the customer to achieve ideological resonance.

3. Persuasive sales communication has affinity (illustrated with a case). Through the above mapping, we can see the most important nature of customer communication, its affinity, regardless of whether it is a customer. , the moving emotion, the closing one, and the sincerity. All of them are indispensable. (The flight attendants of China Southwest Airlines are our role models for learning affinity. They use their smiles to influence customers every day. In their smiles, they Use your own enthusiasm to provide the company's services, smile first and treat others with courtesy)

Expansion: Sharing of communication skills in the sales process

Listening skills

This includes listening intently and acknowledging when appropriate.

When communicating with customers on the phone or face-to-face, be sure to listen attentively and carefully to what the customer has to say.

Be sure to listen with purpose and discover the information that customers reveal intentionally or unintentionally that is beneficial to sales.

Interjecting questions in a timely manner during the listening process, on the one hand, expresses respect and attention to the customer; on the other hand, it helps to correctly understand what the customer wants to express.

Ensure that sales staff have the correctness and accuracy of information to achieve good communication effects.

Observation skills

Observation skills are used throughout the entire sales process, and are especially valuable when establishing a good relationship with customers.

In the process of communicating with customers, the customer's eyes, expressions, and inadvertent movements, these body languages ??are all reflections of his psychological state.

An excellent salesperson must be good at grasping and responding in a timely manner.

Similarly, the environment around the customer, specifically the layout and display style of his office, also reflects the customer's behavioral pattern to a certain extent.

Provides necessary information on how to build a long-term relationship with them.

Using this information and the salesperson’s own understanding can help the salesperson build a relationship with the customer and decide what to do next.

Questioning skills

After obtaining some basic information, asking questions can help the salesperson understand the customer's needs, concerns and factors that affect his decision-making.

At the same time, when the communication atmosphere is not very natural, you can ask some general questions and questions that customers are interested in;

Temporarily deviate from the topic to ease the atmosphere and make both parties feel relaxed. .

When the time is right, you can ask some guiding questions to gradually get to the point, stimulate customers' interest in the product, and arouse customers' urgent needs.

For example, if the product is not purchased in time, unnecessary losses may be caused.

After purchasing this product, all problems can be solved, and I think the investment is very worthwhile.

This is the ultimate effect of guiding questions.

At this time, as a salesperson, you need to get a conclusive answer from the customer, and you can ask some conclusive questions to lock in the results of the sales process.

In the entire process of communicating with customers, the frequency of thinking progress must be basically consistent with the customer's, and do not act too hastily.

Rushing to ask for a signature when the time is not ripe can easily cause customer resentment and waste all previous efforts;

Don’t miss a good opportunity and worry about being rejected when it’s time to ask for a signature. Missed opportunity.

The skill of explanation

Explanation is particularly important in the recommendation and closing stages of sales.

In the recommendation stage, in order to persuade customers to purchase, you explain and state your company, products, services, etc. to achieve the purpose of ordering.

During the negotiation process, that is, when the sale is coming to an end, many substantive issues will be involved, and the two parties will have some differences for their own interests.

This creates obstacles for both parties to reach a final agreement or even sign a contract. These obstacles require timely and reasonable consultation and explanation to resolve.

The content to be explained should not be too complicated, and only needs to be included to achieve the purpose of explanation.

The explanation should be concise and logical.

When explaining details, avoid trivial details.

What should be expanded must be expanded, and what should be concise must be concise. Especially when recommending to customers, you cannot hesitate.

The key to a successful explanation is to use simple language and avoid technical terms that are too technical, especially if they are unclear to your customers.

Only when your customers understand these terms, it is appropriate to use them. At the same time, they should be used appropriately to avoid unnecessary mistakes.

Conversation skills

The expression should be natural, the language should be friendly and the expression should be appropriate.

You can make appropriate gestures when speaking, but don’t move too much, let alone dance.

Don’t spit when talking.

Say hello first when participating in other people’s conversations. Don’t lean in to listen when others are having private conversations.

If you need to talk to someone about something, you should wait until the other person has finished speaking.

When a third party participates in the conversation, he should welcome him with a handshake, nod or smile.

If there is something urgent that needs to be dealt with or you need to leave during the conversation, you should greet the other party and express your apology.

Generally do not involve things such as disease and death, and do not talk about absurd, bizarre, sensational, pornographic and obscene things.

For female clients, generally do not ask them about their age, marital status, or direct questions about their resume, salary income, family property, clothing prices and other personal life issues.

When talking to female customers, it is best not to say things like how fat they are, how strong they are, or how well they take care of themselves. You should remain apologetic if the other party expresses objectionable questions. ;