How to approach customers by stimulating their imagination?

In order to increase customers' imagination and interest in goods, we might as well make some reservations when explaining goods to customers, so that customers can think and explore for themselves. When you want to sell an undeveloped land, you must first understand the characteristics of this land. By the lake, by the mountain, by the river or by the sea? It is surrounded by green, blue or turquoise; Then, you must speak attractive and imaginative introductory sentences according to these characteristics. In this way, when you introduce it to the customer, he will begin to conceive his dreams in his mind and make practical plans. You should also actively induce customers to use their brains, and imagination is conducive to trading. Especially for those customers who are not used to imagination or are not good at imagination, this will have a miraculous effect.

You can also use objects to guide customers' imagination. For example, when you are talking with him about business, or when you invite him to take a walk in a place for sale, you can take a colorful architectural magazine at hand and let the customer take the initiative to read it at an appropriate time, then he will definitely relocate a beautiful design in the magazine to this land, or compare various buildings and start his own design imagination. As long as you can provide such an imaginary stage and background, customers will unconsciously imagine that it is beneficial to the transaction. In my imagination, there will be many opportunities to clinch a deal.

For another example, when you sell a typewriter to a customer and you already know that the customer bought it specially for his daughter, you can say to the customer, "I think it won't be long before your daughter can type beautiful words quickly and cleanly." The customer must be very happy after hearing this sentence, because he may have imagined his daughter typing easily in the spacious and bright study. He may even imagine that his daughter will beat many people in the competition and become the secretary of an enviable big company because of her beautiful handwriting in the future. In these imaginary situations, the typewriter used by his daughter must be the one you are selling now.

When you guide customers to imagine a beautiful concrete blueprint, the possibility of trading is greatly increased. The secret of prompting customers to imagine is that once he becomes interested in goods and starts to imagine, he will feel that the goods he wants to buy now can bring him many things far beyond the value of goods, and even bring him a new world and a new life. As long as the customer enters such an excited state, his desire to buy will multiply. At this time, if you continue to launch your sales offensive, he will be ready to buy, because he really feels that the value of buying this commodity has far exceeded the value of the commodity itself.

In addition, you should also try your best to make the imagination of customers have a certain implementation. Generally speaking, most customers are willing to tell their imagination. At this time, you should listen carefully and agree. You must also supplement the advantages and potential functions of goods that do not appear in customers' imagination, so as to consolidate and enrich customers' imagination. If possible, you should try to make the customer's imagination partially come true. For example, if you sell a car, you'd better let the customer test drive; Or sell video games and let him operate them himself. When you sell typewriters, if you are a good typist yourself, you should not give up the opportunity to perform typing in front of customers. When a customer sees your proficiency and fluency, he will suddenly feel that it is not difficult for his daughter to type as well as you. In this way, he will be confident in buying a typewriter and his business will be more successful.

Jin Kela summed up the unique photo trading method from this aspect, and the following is an example and explanation of its application: The New York Times published a story about a housewife's feelings about home in New Jersey, plus her feelings about how to make an advertising copy, and how to sell the house sold by five intermediaries in three months within 1 day. Mr. and Mrs. Luo decided to sell the two-bedroom house and exchange it for a bigger one because it was not enough. Typical standard advertisement of intermediary business: "comfortable big room, pasture environment, stove, garage, tile bathroom, water heater, close to Lotgill camp, sports ground, golf course and primary school." These are all facts, but people won't buy facts or benefits unless they can see them translated into their personal applications. Three months later, Mrs. Luo made an advertisement herself. She is eager to get things done quickly and believes that her house will be sold. This is her advertisement: We miss our home! We are happy to live here, but two bedrooms are too small for us, so we have to move. If you like to enjoy the trees in autumn from the window under the warmth of the stove, if you like the cool summer courtyard, the clear view of sunset in winter and the quiet spring where you can hear frogs, you can still enjoy the facilities and convenience of the city. You may want to buy our house. I don't want it to be empty and lonely at Christmas. Six people came to see the house the next day, and 1 of them bought it.

Now let's look back at these words. As can be seen from the description of the first sentence, a happy family is crowded in a beautiful house, which is a little small for the current users. You can see at once that there is nothing wrong with the house itself. The only problem is that there are too many people living there. Point: Take your time and read the rest of the advertisement sentence by sentence. There are 7 more pictures. In this 150-word advertising style, a * * * depicts 8 pictures. Now tell yourself the truth. Have you seen any other pictures on the title-or are they so obvious that you missed them? That's why Jin Kela asked you to read this book several times. This advertisement or "sales language" depicts the beautiful picture of the characteristics and interests of the house owned by the Luowei family, but its performance effect does not stop there. It promises that future homeowners can continue to have such beauty, interests and happiness. It outlines that future owners can inherit this picture of happiness, satisfaction and security. You may notice that Mrs Lowe promotes her "home" instead of "house". The difference between a house and a home is love. The new owner can undoubtedly feel the Luowei family's love for "home". They didn't buy a house to fill the void. They want to invest in a livable house. Yes, words can express different feelings, don't you think? The ideal text should also describe the beauty, luxury, love, satisfaction, joy, success, performance or characteristics described by Mrs Lowe. Obviously, most pictures will combine features and benefits, but all words should draw the maximum efficiency that potential customers can get in this picture. Almost without exception, it is very realistic to sell products or services through word pictures, especially the time of this picture. As Jin Kela suggested before, we think with pictures. If we become satisfied customers in pictures, we will buy according to the pictures.

De Herman is also one of the most effective users of word graphs. The following is Fred's story, telling how he demonstrated the application of word chart in front of a live audience. Jin Kela was lucky enough to see Fred's live demonstrations several times. His widow, Kay Herman, gave Jin Kela a box of his briefing in order to make Jin Kela's memory more vivid. Because Jin Kela was lucky enough to see and hear the briefing at the same time, Jin Kela will put on the play, but all the lines are Fred's. You also need to attach a statement, which is also a good way to follow-up sales. This will help you ensure this sale, because you are selling the results of this sale. At the same time, Jin Kela should also point out that parents have gained some benefits, because his son will be able to go to college smoothly.

Whatever you sell, draw a picture that potential customers can feel or see. Although many of these benefits will not be realized for several years, it is very important. This will greatly reduce the possibility that the contract will be cancelled. The impact of pictorial sales is vivid, which can explain why charles osgood of CBS News said that "the camera is the most pitiful thing after words and creativity." In order to ensure that it is not misunderstood, Jin Kela must point out that this sentence contains six questions. Good sales and good methods used by sales staff have several levels of sales introduction. Life insurance with cash value was particularly popular when Fred gave a briefing, especially among young couples. In the 1980s, we came into contact with different commodities (short-term insurance plus mutual funds, mutual bonds, financial markets, etc.). ), but the sales skills and methods are the same. These methods you adopt will be applicable to your products or services.

As John Hammond, a sales training lecturer, pointed out, when a person makes an important purchase decision, it must happen after he has conceived a blueprint for the future in his mind. As a professional salesperson, you need to help a potential customer paint a beautiful picture in his mind. Jin Kela's good friend, Dr. Imo Fils, is a former professor of Beijing University of Technology. He has a lot of experience in working in commercial organizations. He persuaded them that they needed to conduct field tests on the retail sales staff in the store and teach them how to increase sales opportunities. This is something that most salespeople will ignore. To prove this, Dr. Fils tied his wallet to the back of the car and dragged it around the town for several days until it was in tatters. Then he put his credit card, money and driver's license in. Then he went into a shop and bought a tie. Usually, according to the general habit, the tie will be placed next to the purse. He took his leather bag out of his pocket and deliberately let it fall to the ground. Money, credit cards and other items are scattered all over the place. In this small town, the same thing can happen five times in different stores on average. The cashier always helps him with his things. Sometimes they will disdain to look at the ugly things he calls purses. No one suggested that he should consider buying a new leather bag except a tie. The picture that Dr. Fils wants to convey is very obvious. The importance of sales training cannot be ignored. The interests of the people, businessmen and members of the Chamber of Commerce can be clearly seen.

By the way, efforts in any field are the same. The lawyer in criminal cases spent hundreds of hours studying and investigating to prepare for the time he will spend in court. It can also be applied to surgeons, athletes and full-time business people who are preparing for surgery. The great jockey Nasuya won/kloc-0.00 million RMB in less than an hour, but he spent hundreds of hours practicing how to perform in various climates and venues. He can make good use of every opportunity by improving his ability to cope with various situations through proper preparation. Jin Kela thinks you've got the blueprint. When you spend time training your professional skills, a professional football team preparing for Sunday's game, or a boxer preparing for the game, you begin to understand that a general visit will have a huge jump, which will affect your sales ratio-most people in the sales field will miss it.

Fred Herman applied the fastest and most efficient word graph that Jin Kela had ever heard. He holds a training course for service personnel at the gas station of a large oil company. Fred's main purpose was to teach waiters how to sell more gasoline (there were many kinds of services at that time, but gas stations just wanted to sell more oil). When the waiter raised his oil gun to check the fuel quantity, Fred taught them to walk up to the driver and say, "You need 5 quarts." Fred pointed out that this is the motivation of fear. He drew vivid patterns. Isn't it? It is easy to see the fear in the customer's heart, because the waiter said, "You need 5 quarts." The owner can think that there is something wrong with his engine. Most people think at the worst, think of cars, and then 5 quarts of oil is terrible. Fred said that the owner would jump off the driver's seat soon. "What do you mean, I need to add 5 quarts of oil?" Then the waiter said quietly, "Your oil is horribly dirty. You should replace the motor before it breaks down. " . It only takes a few minutes, and you can continue on your way. "The last sentence is another model, isn't it?

You should let the potential customer know that your sales will bring him a pleasant picture when using it, just because you are selling the function of the product. When you are fully familiar with this process and its benefits, you will apply it to your work until picture sales become your second talent. Let your heart recall the blueprint that Jin Kela drew for you in this book. Please remember these pictures when you read a book again. Jin Kela wants to remind you once again that when you read this book repeatedly, you will get more ideas, take more notes and keep them in mind. Every time you read it, you will understand more than the previous one. This book outlines satisfaction and happiness. The reason is simple, but what you want to sell is not what the product is, but what the function of the product is, which requires some associations. For example, more than 5 million 1/4-inch drills are sold every year. In fact, no one wants a 1/4 inch drill. What they want is a 1/4 inch hole.

Billions of dollars of cosmetics are sold every year, but in fact no one wants lipstick, eye shadow, blush and so on. What they want is a more attractive appearance. They should smell comfortable, attractive and expected by the opposite sex. What you sell is not the appearance of products-it is their efficacy. Look at the advertisements on TV, and you will hear the written description and see the actual picture of the happiness and benefits that the product users get from enjoying the product. Tom Norman conveyed the text picture of the later sales transaction law in letters. He trains business people to write letters to customers after sales are made. This is also the follow-up sales, which is usually ignored by training courses. Its importance should be obvious, because when you do business, you need to continue to maintain this sales volume. Tom encourages his customers to keep in touch with him, which is the method he has been using in the direct selling industry for several years. He urged the salesman to write to his customers on the night when the sale was successful, whether the transaction was made at home or in the office. Tom insisted on writing letters by hand. It doesn't matter if you use office stationery. But more importantly, you should write down your address and put a stamp on the envelope, which looks more like a personal letter than a postmark. I wrote in the letter: "I want to express my personal thanks for your warm hospitality." I am very happy to visit you and your family. I am honored that you have chosen our product, and you will benefit from the results it brings. I will keep in touch with you so that you can have other services in the future. In the meantime, if you need any help, please feel free to contact me. "

This letter outlines some pictures and gives the new customer some sincere shock, convinced that he made the right choice:

Thank you for your hospitality,

Let me have a pleasant visit.

I am just so proud of you.

You will get benefits and satisfaction.

If you need or ask for help,

Please contact me.

He painted a salesman who really cares about and appreciates the business you gave him. He will help you solve your problems. He wants to convince customers that "I won't stop taking care of you just because you bought the product". He summarized that business people are people-oriented and service-oriented. This method will enable you to achieve more achievements and build a solid sales career.

All excellent salespeople should learn to draw pictures and pursue large-scale permanent sales with composition!

A good businessman is like a kind-hearted doctor. The doctor said, "It has not been confirmed as a malignant tumor." The businessman said, "I don't think a detailed inspection is needed yet." The calligraphy and painting "not yet" shows the fear in the hearts of potential customers. Question: You don't want the doctor to tell you that if you don't take some actions, your benign tumor may become malignant? Do you wish your technician hadn't told you that if you hadn't checked the tires, you would have spent five times more money on your shock absorber? From the perspective of salesman and customer, do you think that if the salesman takes some risks to the customer, buying a few will increase efficiency or get the pleasure of buying without taking the initiative to care? Motivation is the key. If you encourage potential customers to buy more individual goods, because you can earn more in this way, then you are just a peddler. If you encourage a potential customer to buy more products based on his interests and yours, you are quite "professional". When you know the needs of potential customers, you will sell more goods and save customers' transportation and shopping time. It's true-if you can help everyone get what they want, you can get anything you want in life. I have read one of the unconventional descriptions, the menu of Hyatt Hotel. This is the Hyatt Regency in Indianapolis, Indiana. The adjectives they use on the menu really depict people's pictures, so you can't help ordering several dishes. Imagination extends here. Here are some excerpts. The title is Colorful Salad, the palette of California painters. "The freshest strawberries, bananas, cantaloupes, pineapples and grapes in the season are covered with watermelons decorated with yogurt." Or like this: "delicious spinach", "fresh spinach leaves are wrapped in mushrooms, bacon and tomato slices, and decorated with super hot honey bacon." Designed for protein fans. Sir Sharon Steak conducted the fresh vegetables, fruits and eggs orchestra to play shredded lettuce with frozen yogurt and cheese for the audience. "Rich pastoral sandwiches include fresh guava, Swiss cheese, tomatoes and honey wheat bread, with lettuce on top and fresh raw vegetables around, and our overflow sauce on top." Yes, they are really the best word merchants. They know how to make these words fall to the ground and make people drool. Jin Kela has eaten in this place several times, and they will make it so vivid that you can't refuse.

For another example, when working with Bernie Acacia as a distributor of "World", Jin Kela met many unusual opportunities. Jin Kela will never forget the scene when "World" dealers started selling Bavarian porcelain. Bernie went to Germany to negotiate a contract with the beautiful Bavarian porcelain manufacturer. He is authorized to choose his own style, and even has a style specially designed for his company. This is an excellent opportunity to use words, pictures and creativity. When selling dowry to single women, the combination of "romance" or "story" and style is very important. Almost everyone has a proper arrangement, with one exception, it is a very unique style, but there is no suitable rhetoric for it, and Bernie finds it difficult to be accepted by the market. Bernie and Jin Kela finally came up with an idea at 1 1 hour, that is, the night before the new porcelain products were displayed. The porcelain they showed on the day of the exhibition made the audience crazy and excited about its quality and beauty. Products with different patterns are displayed one after another, and people have a good impression on different styles because of their different tastes. When this unique style appeared, Jin Kela paused, stared at the audience and smiled and said, "Guys, when you take this style out of your showcase and put it in front of the girl, you should look at her and smile brightly, and then say, Mary, what I want to show now is the style of' Wow and Ah'. We call it that because every girl who sees it won't say' wow!' That is to say,' ah!' . You will hear this from the guests at your dinner party for the rest of your life. "At this time, Jin Kela also took out a plate from the sample box. In front of the audience, of course, you can be sure-without exception, everyone will not say "wow!" That is to say, "ah! ".This special style has become the best-selling style, and its sales volume is twice that of other styles. It will happen in any exhibition venue, but Bernie Lovchik fully believes that using a little inspirational style introduction will affect the whole sales team. You can apply this method to your sales. For example, your customer is in a women's clothing store, and he doesn't know how to choose a dress or a dress that suits her. I will encourage you to wear "Wow!" And "ah! "Outgoing clothes. If you are insightful, take a moment to understand what kind of clothes really suit the needs of customers. Most clothing stores have clothes tailored for special customers. However, customers often don't know whether to choose this or that. At this appropriate time, you won't go out with only three or four sets of clothes. When the customer doesn't know how to choose, you should tell her, "I just have the style you want, and I believe that's what you are looking for." In fact, when you put it on, your husband will just say,' Wow! Or' ah!' "。 Then he smiled and said, "So we actually named it' Wow!' "and' ah!' . Obviously, this method may be suitable for some consumers. The same method can also be applied when you want to sell a dazzling house or a beautiful car. This method can also be used to sell jewelry, paintings and beautiful furniture, or many other products. You can even use it to sell golf clubs. Salespeople can also say the same thing when explaining clubs to potential customers: When you are ready to hit the ball, everyone will say "Wow!" Or "ah!" .

Warm and descriptive text maps have an important influence on customers' purchase or not. Yes, words can bring different results, so you need to be a "word merchant". You must learn how to use words effectively in pictures. Making good use of this potential can make you reach the peak of professional salesman.

Let Jin Kela explain the meaning of the last sentence in detail with many words, procedures and skills used by the most difficult people you can overcome and successful salespeople in the past. However, the effectiveness of these terms, procedures and techniques is limited by the personal reputation of the salesperson. In the sales process, the most important thing is the salesperson himself. In many studies, it contains many valuable information, which fully supports the proposition that credit is very important here. In fact, this factor has always shown a consistent effect throughout the report-top experts in the sales field have developed one-on-one and face-to-face ways to build trust with customers. They maintain trust by making the transaction successful with personal responsibility, that is to say, allocate the company's human resources most effectively, so as to provide customers with the best continuous service.

-Quoted from "Digging Your Sales Power" by Yanbian People's Publishing House