What are the arts of marketing eloquence?

In fact, marketing eloquence is by no means as simple as just using words. If we calm down and analyze it carefully, we will find that marketing eloquence is actually an art, including culture and psychology, and all kinds of knowledge will be reflected in marketing eloquence.

250,000 U.S. dollars in 25 minutes

Frank Bedgard, the "super salesman" in the United States, has used his hard work in his insurance sales career for more than thirty years. His journey and brilliant achievements earned him the title of “Godfather of Insurance Marketing”.

In insurance sales, Bedejia attaches great importance to the art of language. He believes: "The success of a transaction is often the product of eloquence." Especially in the key link of sales-the interview, the salesman The quality of the conversation will directly affect whether the customer ultimately purchases your insurance.

On one occasion, with his good eloquence, Bedejia negotiated an insurance deal of US$250,000 in just 25 minutes. This transaction is well-known in the U.S. insurance industry and can be called a Bedgard classic.

That day, Bedejia learned from a friend that a New York manufacturing giant named Booth had applied for a $250,000 loan from the bank in order to expand his business. But the bank imposed a condition requiring him to take out the same amount of insurance at the same time.

Bedjia quickly contacted Mr. Booth and agreed to meet at 10:45 a.m. the next day.

In order to negotiate this $250,000 insurance, Bedejia was fully prepared. He made a call to the most prestigious health consultation center in New York and booked a health check-up time for his prospective client, Mr. Booth, at 11:30.

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

"Hello, Mr. Booth."

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

After Booth said hello, Pretend to be waiting for him to speak. But Bedejia did not speak, adopting the strategy of waiting for the customer to speak first.

"Mr. Bedejia, I'm sorry for bothering you to come here all the time. I'm afraid you will waste your time and gain nothing." Mr. Booth pointed to a stack of insurance plans and applications on the table. The book said, "You see, the major insurance companies in New York have regarded my place as a battlefield. I have already planned to choose one of the three major insurance companies in New York to insure. Of course, Mr. Bedjia, if you still want to introduce your company's services, Please leave your insurance proposal, maybe two or three weeks later, I will decide which company to insure. However, frankly speaking, I think it is a waste of time for us to meet like this..."

"Mr. Booth, if you were my brother, I really can't wait to tell you something honest." Bedga said with a sincere expression. This is what he says most to his customers.

At the beginning of the conversation, Mr. Booth clearly showed an uncooperative attitude. At this time, if measures are not taken quickly, it will be difficult for the conversation to proceed. Bedjia timely throws out this sentence that he says to customers most often. The purpose is to actively serve as a consultant to customers and provide useful services, so that customers can have a sense of intimacy, thereby building their confidence and having a good relationship. Interested in continuing the conversation. "Oh——, what are you talking about?" Booth indeed walked into the "trap" set by Bedejia.

Bedjia took advantage of the situation and stepped up his attack: "I am quite familiar with the insurance industry, so if you are my brother, I suggest that you throw all these plans into waste paper "Mr. Booth was very surprised after hearing this: "How do you say this?"

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

In his many years of sales career, Bedejia has developed a set of questioning skills. He often asks a series of questions to make customers make positive decisions one after another. Answer, and then unknowingly steer the conversation to your advantage. Now, he's using the trick again.

"Please tell me." Bedeja's pretentiousness really aroused Booth's interest.

"As far as I know, your company is planning to borrow $250,000 to expand its business, but the lender wants you to insure the same amount, right?"

"That's right."

“In other words, your creditors have confidence in your company as long as you are alive, but they cannot trust your company to survive if something happens to you.

Is that so?"

"Well, you can say that. ”

“So, you should take out insurance 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 there are misfortunes and misfortunes, I think the creditor will probably reduce the loan amount or simply refuse the loan. What do you think?"

"I Don't know, but very likely. ”

“So you need to get a contract that guarantees your health as soon as possible. This contract is equivalent to US$250,000 in funds for you. ”

At this point, we can see that through this series of questions, Bedejia, one by one, and in-depth, skillfully combined whether the customer should buy insurance as soon as possible and whether he can get a loan of US$250,000. Draw an equal sign. This hits the customer's mark in one fell swoop and gives you an advantage in the subsequent confrontation.

"What do you suggest?"

"Mr. Booth, now I am about to arrange something for you that no one else can do. "

"Oh——"

"This morning, I have made an appointment for you to see Dr. Karail at 11:30. He is a highly reputable medical examiner in New York, and his examination reports are trusted by insurance companies across the country. So, if you want to sign a $250,000 insurance contract for just one health checkup, he's the only one. "

"Can't other insurance brokers arrange this for me?" Booth doubted whether Bedejia had "ulterior motives."

"Of course, everyone can It can be done. But they can't arrange for you to get checked right away this morning. These brokers must first call the medical examiners they have always cooperated with. These people may be just ordinary examiners. Because the risk of $250,000 is at stake, the insurance company will definitely require you to go to another clinic with complete equipment for a more accurate test. As a result, the $250,000 loan will be delayed for several days. Are you willing to waste this time?"

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

"However, there is no guarantee that we won't wake up one morning with a sore throat or influenza or other illnesses. Even if you recover as quickly as the insurance company will accept, there's no guarantee they won't say, 'Mr. Booth, you seem to have recovered, but you have a record of headaches. Before it becomes temporary or long-term, we would like to ask you to suspend insurance for 3 to 4 months. ’ Then you risk losing the loan. ”

Here, Bedejia seizes the customer’s eagerness to obtain a loan as soon as possible and the fear of losing the loan, deliberately creates a sense of urgency, and thereby “forces” the customer to make an immediate decision to insure.< /p>

"It is possible. "Booth began to waver.

Bedjia deliberately looked at his watch and said, "It's already 11:10. If we set off immediately, we can arrive at Dr. Karail's hospital at the agreed time. Clinic. If your test results are normal, you can sign an insurance contract within 48 hours. Mr. Booth, you seem to be in very good spirits this morning. "

"Yeah, I feel good. "

"In that case, why don't you go for a checkup now?"

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

In this way, with his superb conversation skills, Bedejia negotiated the US$250,000 insurance in just 25 minutes.

We present this case in detail in front of readers, just to let everyone get a truth from it: eloquence can help you get rich. If you can read the other person's mind and use appropriate eloquence to express your ideas, you will get what you want in the business world.

Marketing eloquence is an art

In life, being eloquent is not necessarily an advantage; in marketing activities, being eloquent is a genuine talent.

At a cosmetics exhibition held by a certain company, several young marketers introduced the company's product raw materials, formulas, performance, and usage methods to consumers in detail in very professional terms, giving people a sense of business The impression of mastery. They responded quickly to various questions raised by consumers, answered fluently, were polite and humorous, and left an unforgettable impression on people.

Consumers asked: "Is your product really as good as advertised?" A marketer immediately replied: "After you try it, it will feel better than advertised. ”

The consumer asked again: “What if I don’t feel so good after using it after buying it?” Another marketer smiled and said: “No, we believe in your feelings.”

This trade fair was a great success. Not only did the product sales exceed previous times, but more importantly, the product brand awareness was greatly increased. At the summary meeting held by the company, the company manager emphasized that it was the well-trained language skills of the marketing staff that contributed to this exhibition. He requested that all personnel in the company should work hard on marketing eloquence like marketers.

Language is a communication tool. It is through the communication of feelings and thoughts through language that people maintain harmonious relationships. For marketers, language is the medium for communicating with customers. All marketing activities first establish initial contact through language, so that marketing activities continue to progress and ultimately achieve marketing goals. Therefore, language communication is the beginning of marketing activities. Whether this start is good or not is directly related to the success or failure of marketing. Generally speaking, if you speak just right, you will get closer to your customers and business will be done. A marketer went to a shopping mall to sell products. He was greeted by the deputy manager of the mall. As soon as the other person opened his mouth, the marketer immediately said: "You are from Beijing by your accent." The deputy manager of the mall nodded and asked: "You too A Beijinger?" The salesperson replied with a smile: "No, but I have a lot of affection for Beijing, and I feel very friendly when I hear the Beijing accent." The deputy manager of the mall received the salesperson politely, and the business conversation was smooth. It went very smoothly too. If your words are inappropriate or even unacceptable, your impression will be bad upon first contact, and you will naturally not be able to negotiate business. As a marketer, due to the professional relationship, you must pay attention to the propriety of speaking, what to say, when to ask, and how to say it. It is different from the language communication in daily life and has some 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 impact on language communication. When talking to customers, marketers must pay attention to making their language close to the other party's psychology and eliminate the barriers caused by psychological barriers as much as possible. This is because people's acceptance of anything is first reflected in their psychological acceptance. Therefore, things will be easier to deal with if the words are put into people's hearts. A consumer came to the mall angrily with a pair of leather shoes that had quality issues. Just when the marketing staff of the shoe factory went to the mall to learn about the sales of shoes, after listening to the consumer's complaint, he immediately said: "If I buy such shoes, I will be as angry as you." This sentence made that sentence One consumer's anger was reduced by half, and instead of insisting on returning the product, he later agreed to exchange it for a new pair.

The artistry of marketing eloquence is also reflected in humor and fun. The British thinker Bacon said: "Those who are good at talking must be good at humor." The charm of verbal humor lies in that although the words are not straightforward, people can understand it through the tortuous and implicit way of expression. In marketing activities, sometimes speaking more tactfully and humorously may be more effective than speaking directly. A marketer was on the market to promote mosquito killer, and his eloquent speech attracted a large number of customers. Suddenly someone asked him a question: "Can you guarantee that this mosquito killer can kill all mosquitoes?" The marketer replied wittily: "No, mosquitoes will still live in places where you don't spray pesticides." It's very good." This joke made people happily accept his sales pitch, and several large boxes of mosquito killer were quickly sold out.

The use of humorous language in marketing activities can not only create a relaxed and lively atmosphere, but also create a good environment for marketing work. Humorous speech itself is a very artistic advertising slogan. If used well, it will leave a deep impression on people. It is a good way of promotion to associate a certain brand with a joke.

Marketers should also pay attention to conciseness in the use of language and convey as much information as possible to customers in simple and clear language. Whether discussing business or selling products, you must highlight key points so that the other party can understand and remember them. If you speak confusingly, repeatedly, ramble, and have nothing to say, you will not only miss the point, but it will also take up more time and arouse the other party's resentment. Concise language is not only a need for communication, but also objectively reflects the marketing staff's professional proficiency, solid style, honesty and credibility.

Of course, there are many things that marketers should pay attention to in language communication, such as speaking in a civilized manner, not using foul language, being objective and truthful, etc. It boils down to one point: marketing language must be artistic, and you can use “sweet words” when necessary, but you must have a good sense of proportion.

Improve the art of sales language

(1) Use less negative sentences and more positive sentences

Affirmative sentences have exactly the opposite meanings as negative sentences and cannot be used indiscriminately , but if used skillfully, affirmative sentences can replace negative sentences, and the effect is better. For example, a customer asks: "Are these clothes also available in red?" The salesman replies: "No." This is a negative sentence. After hearing this, the customer will definitely say, "Then I won't buy it." Then he turns and leaves. go.

If the salesperson had answered in a different way, the customer might have had a different reaction. For example, the salesman replied: "I'm sorry, the red one is in short supply and has been sold out. However, I think blue and white are more suitable for your temperament. You can give it a try." This affirmative answer will make the customer have an interest in other products. The product generates interest.

(2) Adopt the method of first disparaging and then praising

Salesmen should be realistic when introducing products, but they should focus on the advantages and disadvantages of the products. Please compare the following two Bottom line:

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

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

Except for the reverse order of these two sentences, the number of words and intonation have not changed at all, but they give people completely different feelings. Let’s look at the first sentence first. The objective focus is on the high “price”. Therefore, customers may have two feelings: first, although the product is of good quality, it is not worth that much; second, this product is not worth that much; The salesman may have underestimated me and thought I couldn't afford such an expensive item. After careful analysis, the first sentence focuses on "good quality", so customers will feel that it is because the product is of good quality that it is so expensive.

Summarizing the above two sentences, the following formula is formed:

Disadvantages - advantages: advantages;

Advantages - disadvantages: disadvantages.

Therefore, when recommending products to customers, the first formula should be used, first mentioning the shortcomings of the product, and then introducing the advantages of the product in detail, that is, first denouncing and then praising. This method works very well. At the same time, pay attention to the vivid words and tactful tone.

Please look at the following three sentences:

"This dress looks good on you."

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

"You will look at least 10 years younger in this dress."

The first sentence is very common, but the second sentence is more vivid and vivid, and the customer listens. Even though I know you are complimenting him, I feel very happy.

In addition to vivid language, euphemistic wording is also important. For some special customers, you should speak the taboo words in a pleasant way so that the customers feel that you respect and understand them. For example, for fatter customers, don't say "fat" but "plump"; for customers with darker skin, don't say "black" but say "darker"; for customers who want to buy low-end products, don't say "this" "Cheap", but to say "This price is relatively moderate". With these artistic treatments of language, customers will feel very comfortable.

(3) Use the "yes, but" method

This is a widely used method when salesmen answer customer objections. It is very simple and very effective. Specifically: on the one hand, the salesman expressed his agreement with the customer's opinion, and on the other hand, he explained the reason for the customer's objection and the one-sidedness of the customer's opinion. For example, in a plant store, a customer is looking at an African violet. Customer: "I have always wanted to buy an African violet, but I heard that it is difficult to bloom. One of my friends' plants has never bloomed."

Salesman: "Yes, you are right. Yes, many people's violets will not bloom. However, if you follow the instructions, it will definitely bloom. This manual will tell you how to take care of the violet. Please manage it carefully according to the above requirements. If it still does not bloom, you can return it. Store."

You see, the salesman agreed with the customer's words with a "yes" and explained the reason why the violets did not bloom with a "but". This method can put customers in a happy mood and change their misunderstanding of the product.

Sometimes, customers may point out shortcomings in certain aspects of the product, and the salesperson can emphasize the outstanding advantages of the product, seeming to weaken the shortcomings raised by the customer.

This method can be used when the ambiguity raised by the customer is based on facts, for example: Salesman: "The surface of this sofa is woven with beautiful fibers, but it feels very soft when sitting on it."

Customer: "It is very soft, but easy to get dirty.

Salesman: "You are talking about the situation a few years ago. Nowadays, fiber fabrics have been treated with anti-fouling and are moisture-proof. , if the sofa becomes dirty, the dirt is easy to remove. ”

(4) Commonly used guidance methods

For customers who want to buy goods, salesmen can sometimes guide customers by asking questions, allowing customers to eliminate doubts and find solutions by themselves. Answer. For example, a customer comes into the store to look at a blower:

Customer: “I want to buy a cheaper blower. "Salesman: "Cheap blowers are generally small. Do you want a smaller one?" Customer: "I think the ones in discount stores will be cheaper. "Salesman; "But how does the quality of the blower there compare with ours?" Customer: "Oh, their blower..." By asking questions, the salesman makes the customer familiar with various types of products to help the customer. Objective comparison.

(5) Clever use of the popular display method

This method is for the salesman to persuade customers to change their opinions by revealing the current product trends, so as to accept 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 come to a car dealer and the son wants a black racing car, but it is out of stock. The manager advised him to buy another color, but the young man was stubborn and insisted on a black one. At this time, the manager came over and said: "Look at the cars running on the street, almost all of them are red. "With one sentence, the young man changed his mind and happily bought a red racing car.

(6) Direct denial method

When the customer's objection comes from untrue information When there is a misunderstanding, you can use the direct negation method. For example, a customer is looking at a saw with a plastic handle. Customer: “Why is the handle of this saw made of plastic instead of metal? It seems to reduce costs. ”

Salesman: “I understand what you mean, but switching to plastic handles is not to reduce costs. You see, this plastic is strong and as safe and reliable as metal. Many people like this style because it is lightweight and cheap. ”

Since the direct negative method directly refutes the customer’s opinions, the salesman can only use it when necessary. Moreover, when using this method to persuade customers, be sure to pay attention to the tone to be soft and tactful, and to make the customer It feels like you are refuting him to help him, rather than intentionally arguing with him.

The "Ten Taboos" in Marketing Eloquence

Marketers should speak carefully when talking to customers. Have skills and art in communication; good eloquence can help you succeed in your career, and good communication can change your life. When we communicate with customers, we must pay attention to managing our mouths, using our mouths well, and knowing what to say. What should be said and what should not be said.

Not knowing what to avoid will lead to failure; not knowing what to do will lead to stagnation. We must understand the "ten taboos" in our conversations.

(1) Avoid arguing

When marketers communicate with customers, we are here to sell products, not to participate in debates. We must know that arguing with customers cannot solve any problems. It will cause resentment from customers.

Marketers must first understand that customers have different understandings and opinions about products, and allow others to speak and express different opinions; if you deliberately have a heated argument with customers, even if You have the upper hand and won, leaving the customer speechless, bruised, blushing, and ashamed. You are happy and happy, but what do you get? You lose customers and business.

Don’t forget your profession and your identity at all times.

(2) Avoid questioning

Marketers should be careful when communicating with customers. Understand and respect the thoughts and opinions of customers. You must know that everyone has their own ambitions and cannot force it. You must not talk to customers in a questioning manner.

As the marketer said:

Why don’t you buy our products?

Why do you have any prejudice against our products?

Why do you say this about us? Is this company a scam?

Etc. Talking to customers in a questioning or interrogating tone is a sign that the marketer is not polite, a reflection of disrespect, and the most hurtful thing to customers. and self-esteem.

Remember! If you want to win the favor and appreciation of your customers, avoid asking questions.

(3) Avoid giving orders

When talking to customers, marketers should smile a little more, have a kinder attitude, speak softer, a softer tone, and take consultation measures Communicate with customers in the tone of consultation, consultation or asking for advice. Never talk to people in the tone of orders and instructions.

It is important for people to be self-aware. To clearly understand your position in the hearts of customers, you need to always remember one thing: you are not the customer’s leader or superior. You have no right to point fingers or give orders to customers. Or give instructions, you are just a marketer.

(4) Avoid showing off

When communicating with customers about yourself, introduce yourself realistically and give a little praise. Never get carried away and brag or show off. One's own origin, knowledge, wealth, status, performance and income, etc. This will artificially create barriers and distance between the two parties. You must know that between people, heads are closest; pockets are farthest. If you show off your income over and over again, the other person will feel that you are selling to me. They are here to make my money, not to provide me with security.

Remember that your wealth belongs to you personally; your status belongs to your company and is temporary; but your service attitude and service quality belong to your customers and are eternal . You are always a waiter in front of the customer.

(5) Avoid being straightforward

Marketers must master the art of communicating with people. There are thousands of customers of all kinds, and there are groups of all walks of life and all aspects. Their knowledge and opinions are different. When we communicate with him, if we find that he has something wrong with his understanding, we should not point it out outright, saying that he is not the same? That is not right? Most people are most taboo about losing face and embarrassment in front of others. As the saying goes: " Don't slap someone in the face, don't expose someone's shortcomings." We should avoid being frank.

Kant once said: "For a man, the greatest insult is to call him stupid; for a woman, the greatest insult is to call her ugly." We must look at the person we are talking to, To speak meaningfully, speak according to the person, master conversation skills, the art of communication, and give tactful advice.

(6) Avoid criticism

When we communicate with a customer, if we find some shortcomings in him, we should not criticize and educate him in person, let alone criticize him loudly. You must know that criticism and accusation cannot solve any problems, and will only cause resentment and disgust from the other party. When talking to others, use more words of thanks and compliments; use more words of praise and less criticism. You must master the scale of praise and the propriety of criticism, and criticize skillfully and make innuendoes.

(7) Avoid professionalism

When promoting products, be sure not to use professional terms, because many products have special characteristics, such as death or disability in an insurance contract. In terms of professional terms, most Chinese people are taboo about talking about death or disability, etc. If you talk to customers like this without scruples, you will definitely cause the other party to be unhappy.

(8) Avoid being alone

Talking to customers is the process of communicating ideas with customers. This communication is two-way. Not only do we have to speak ourselves, but we also encourage the other party to speak. Through his speech, we can understand the customer's basic personal situation, such as: job, income, investment, insurance, spouse, children, family income, etc. Two-way communication is to understand the other party. Effective tools, marketers should not act alone and act alone. If you have a strong desire to express yourself, you will talk endlessly, chatter, spit, and talk eloquently as soon as you open your mouth. You only care about yourself and speak freely, without caring about the other person's reaction. The result will only make the other person feel disgusted and disgusted.

Remember not to monopolize any speech.

(9) Avoid indifference

When talking to customers, your attitude must be enthusiastic, your language must be sincere, your speech and behavior must reveal true feelings, and you must be enthusiastic, sincere, and sincere. The words are noble and true.

As the saying goes; "What touches people's hearts starts with love." This kind of "love" is the true feelings of marketers. Only by using your own true feelings can you exchange for the other person's feelings. *** Ming .

In a conversation, indifference will inevitably lead to a cold break, and a cold break will inevitably lead to business failure. Indifference should be avoided.

(10) Avoid being blunt

When marketers talk to customers, their voices should be loud, their language should be beautiful, their rhythm should be clear, their voice should be thick or thin, and their speech speed should be smooth. Fast or slow; the tone of voice is high or low; the tone is heavy or light. It should be colorful, relaxed, expressive, lively and lively.

We must avoid speaking in a manner that has no distinction between high and low, fast or slow, has no rhythm and pauses, is stiff and dull, and has no vitality and vitality.

Do a lifelong job as a salesperson

Japanese sales master Ippei Hara believes that a qualified salesman is not only sincere and enthusiastic, but must also master the conversation as much as possible skills so that you can take the initiative in the conversation.

For decades, Yuan Yiping has been trying to figure out various conversation methods and conversation skills. In his opinion, if you want to achieve good sales results, you should generally work on the following aspects:

(1) The tone of the conversation should be as relaxed and humorous as possible. If necessary, you can open a A harmless joke.

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

The content of the joke must be selected, and it must be judged according to each person's different circumstances and react as inspired as possible. Every person and every family has something they deliberately taboo about, and you must never touch it. If you don't have an accurate grasp, you might as well make fun of yourself first.

Also remember that humor does not mean boring, does not mean playing pranks, and is not entirely meant to make people laugh. The purpose is to convey a desire to communicate in a relaxed and friendly way.

(2) Implicitly praise the person you are talking to

All people like to hear pleasant words and praise from others. This is a common weakness of human nature. But it must be subtle and appropriate. The scale is very subtle and requires the salesperson to understand and grasp it carefully. Praise used inappropriately or exaggerated can leave a very bad impression and be disgusting.

The topic of praise can be small or large. The small topic may be "You look very good", "Your yard is so neat", etc. The big topic may be "Your business has a good reputation" , "I heard that you are very experienced in a certain aspect", or "I have always admired your knowledge or character" and so on.

The more specific the content and method of your compliments, the better. This shows how well you know the person being interviewed.

People of different cultural levels and professions respond to compliments in very different ways, so you should pay attention to the differences. For example, when facing a writer, if you say that you like one of his articles very much, he may only smile slightly, or even seem casual on the surface. In fact, he has already accepted you as the conversation partner in his heart.

If you are a department store operator, as long as you praise him for his good business and his discernment in selecting goods, his enthusiasm will be revealed immediately.

The timing of using compliments is very flexible and depends on the progress of the conversation. Generally speaking, using praise at the beginning can help break the deadlock, and using praise at the end will leave a good impression and make it easier to revisit next time. Praise in the middle of a conversation is often used to change the topic or change the atmosphere. The frequency of praise should be used sparingly, the lower the better, just like the bright colors in a picture should be just right, otherwise, it will destroy the entire picture.

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

People’s speech rhythm and tone are related to the surrounding growth environment