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Suppose you receive such a task to sell a bottle of red wine in the supermarket for a day. Do you think you have the ability to do it? You might say: Piece of cake. Then, I will give you a new task, selling cars, one a day. Can you do it? You might say: not necessarily.

What if you sell a car every day for several years? You will definitely say: impossible, no one can do it. However, some people in the world can do it. This person sold 1300 1 cars in his car promotion career of 15 years, with an average of 6 cars sold every day, and all of them were sold to individuals one-on-one. As a result, he set a Guinness World Record for automobile sales and won the title of "the greatest salesman in the world". This man is Mr joe girard.

Information: Personal profile

Joe girard, 1 928165438+1October1,was born in a poor family in Detroit, USA. At the age of 9, joe girard began to shine shoes and send newspapers to make money to support his family. Joe girard left school at the age of 16 and became a boiler worker, where he contracted severe asthma. At the age of 35, joe girard went bankrupt with debts as high as $60,000. In order to survive, he walked into a car dealership. Three years later, joe girard broke the Guinness World Record for automobile sales with an annual sales volume of 65,438+0,425 vehicles. From then on, joe girard was called "the greatest salesman in the world".

Chen: Hello, Mr. joe girard. There is a question that I am curious about. As a profession, sales promotion can be an excellent salesman for everyone, or can people with certain characteristics do such a job?

Joe girard: I was born in an American slum. I am poorer than you think. I didn't finish high school, and my father kept hitting me, saying I couldn't, I couldn't, I couldn't. On the contrary, my mother always inspires me and says I can do it. Show him. But because of my father's attack, I stuttered once, because the verbal attack made me lose confidence. However, my mother helped me and began to push me to the peak of my life. She proved to everyone that I can do it, and I told everyone if I can. Well, of course, you can do the same. I'm no better than anyone. Look, I have two hands and two ears. I often listen with my ears instead of talking with my mouth. My mouth is only used for eating. The less you talk, the more you listen. I often tell people that if you do as I do, you will become rich under my guidance. For example, I have traveled all over the world, and I have been asked the same question. No matter which country I am in, France, Germany, Norway or Spain, can you succeed here? In China, too, people ask me, can you be as successful in China as before? America may be easier. It's as easy to sell in China as it is in Canadian, French and Spanish. If you give me six months in China and only six months in China, with my brain, I will become the first salesman in the world again.

Chen: So, your mother played a very important role in your success. Because she made you believe that you can be the best person since you were a child. Now I want you to recall that when you started as a car salesman, do you remember when you sold your first car?

Joe girard: Before 1963 1, I was an architect building houses. By the end of June 1963, I had built 13 house, and I had nothing, nothing at all. The house was gone, and the bank kicked me out of the house. My wife and two children, my wife's car and mine were not taken. I went bankrupt once, and my wife's problem hit me on the head. She said, "George, we have no money or food. What should we do? " So the next day, when we lived in Michigan, I went out to look for a job. So you can buy food for your family. That day, the weather was cold and the snow was thick. I don't know why I went to the garage. I just remember walking in and asking them to give me a job. The boss laughed at me and said, "I can't hire you." It's the middle of winter and there's not so much business. " If I hire you, the other sales assistants will be angry. We can't hire you. By the way, have you ever sold a car? No, but I sold a house. He said, "That's all the more reason to hire you." I told him what you were going to do. You just need to give me a phone and a table. I won't let any door-to-door customers lose, I will take my own customers. I will be the best salesman here in two months. He said, "You are crazy!" I said, "No! I'm hungry! " He agreed and gave me the phone and the table. In this way, I made phone calls for eight or nine hours a day, all in front of the phone. Finally, I worked until 8: 50 that night. I kept my promise and didn't miss a customer who came in. At that time, I didn't even realize that my life had started again. The shop door opened, and the customer came in and walked straight to me. Do you know what this looks like? It's like a big bag of food coming straight at me Honey, come here. Come here. I sat with my client for about an hour and a half and sold him a car. That was the first car I sold. Do you know what he said to me later? He said, "George, I bought a lot of things. But I have never seen anyone pleading like you. " I begged him. I was 35 when I went bankrupt. Three years later, I was called "the greatest salesman in the world", just three years.

Data 2

By almost begging, joe girard sold the first car in his sales career, thus taking the first step of success. Joe girard, who was suffering from hunger, knew very well that if he bought an extra car, he would get more food. Therefore, joe girard Fei drew a big conclusion in his sales career: customers are your parents, don't offend any customers. Because there are 250 customers behind each customer, including relatives and friends, if you just drive away one customer, it is equivalent to driving away 250 potential customers. This is joe girard's "250 Law".

Chen: I know that in the second month of your car sale, you bought it right away. The best result is one day 18 cars. This record has not been broken so far. So, are there any principles that you must follow in your car sales career?

Joe girard: When I sell you a car in joe girard, I will do three things: service, service or service. Someone asked me, "George, I only sell four cars a month. I can't take care of my customers." How did you do that? Your performance is an average of six cars a day. How do you weigh it? How do you serve so many customers? It's too easy for me to sell forty or fifty cars a month. I signed a contract with an Italian restaurant, where the atmosphere is great. On the third Wednesday of every month, I will invite 36 colleagues from the customer service department, all of whom are auto maintenance technicians, to have dinner with me. I give them love, and it is important that they also show their love for me. So when the customer comes, my assistant can invite four technicians to the customer service department, and you can start repairing your car immediately without saying anything about opening the toolbox. Who will you go to buy a car after that, joe girard? Because I care about you, I will promise you when I sell the car, because I will tell you after I sell it to you and I will never ignore it. Your name is Eddie, right? Eddie, I will never give up this car. I will always pay attention to this car. Whenever and wherever you need me, I will provide your car with services beyond imagination. Catch me, and I'll catch you. Through word of mouth, joe girard's service is widely known. People from all over America flocked to me to buy a car.

Chen: Do you think this principle is simple or complicated?

Joe girard: It's simple. Be kind to customers.

Chen: So since it is so simple, many people are engaged in car sales. Why did you succeed, and quite a few people didn't?

Joe girard: Because their faces are engraved with four letters. Very lazy, very lazy. Everyone is lazy, not just car salesmen. Basically, our bodies always stop us from doing things. Just like washing clothes, you will shirk: "I'll come later." "I don't want to do it now." At the same time, your dirty clothes will pile up higher and higher. At some point, you will be bored and say, "God, look at these dirty clothes. I don't want to wash them. " I'm not like this. I always finish it today! This is the name of the game "add 50%" and "execute immediately and add 50% effort". People are lazy and try to find shortcuts. There are no shortcuts to sales. I looked for it a year ago. If you get into the habit of immediate execution, your body will be at your disposal.

Data 3

After every car sale, joe girard always gives customers a manual called "Hound Project". The so-called hound program means that if Joe's customer introduces someone else to buy a car, he will get $25 per car after the transaction is completed. 1976, the hound program brought Joe 150 transactions, accounting for about one third of the total transaction amount. Joe paid $65,438+0,400 for the hound, but got a commission of $75,000 by developing new customers. In joe girard's view, a successful salesperson should constantly discover new sales methods and look for potential customers.

Chen: I have noticed such a phenomenon. People will have a resistance to salesmen. For example, you will see some slogans in some office buildings or residential buildings, refusing to sell. In life, you are even afraid of knowing a salesman and that he will hold you back. Then there is another situation, that is to say, some people will think that this person must be ignorant and must engage in sales. I don't know what you think of this phenomenon. For a salesperson, how to overcome such obstacles? Introduce yourself to others bravely and generously, because many salesmen can't solve this psychological problem even after a few years.

Joe girard: One of my characteristics is that I know people, and I even know what you are thinking now. When you walked in, I observed your eyes and lips. When I shook hands with you, I felt your feelings and your body was talking to me. I will also pay more attention to your lips, which are the organs that tell me information. Let me tell you a little story. Once a man came to my office and I looked at his eyes and lips. His eyes were tense and his lips were tight. This guy tried to take my money. He is afraid that others will take his money. The air around him is full of tension and fear. Once, I came to my office trembling, looked at his eyes and lips and asked him, "Mr. Brown, what can I do?" When I questioned him, his lips began to open and the fear in the corner of his eyes gradually disappeared. Tell me, I use two ears. These are two things that God gave you, me and others. You should listen carefully when others are talking. Look at the other person's face and listen to his voice. The better you listen, the more the speaker trusts you. But too many people just talk with their mouths. The mouth is only good at doing one thing, and that is eating. Shut up and let others talk. Let others talk, and others will start to like you. This is the ability given to us by God, but people don't try their best. When he speaks, you should listen with your whole body, face and voice. The better you listen, the more the speaker trusts you. However, too many people use their mouths too much, and their mouths are only good at doing one thing, and that is eating. Besides, keep your mouth shut and let others talk, and others will start to like you.

Chen: You mean that if you really care about this customer's needs, always listen to him, know him and keep your mouth shut, then the customer's understanding will also build the customer's confidence in you in the process.

Joe girard: Yes, that's right. Everyone can do this. Do you know who should do it? Not only salesmen or businessmen, but also our parents don't talk, so listen to your children. The more parents listen, the more loyal your children will become. However, this is not the case. They don't listen, just use their mouths like my father. In other words, I warn people to shut up and make children happy by talking. As happy as a customer confides in me, it's that simple.

Data 4

Listen more and talk less, understand customer needs and collect all kinds of relevant information about customers. In joe girard's view, whatever you sell. If you are willing to spend a little time every day to get to know your customers, get ready and pave the way, then you will have no worries about your customers.

Chen: Is it because of your good reputation that many people took the initiative to buy cars from you in the later stage of your career without you exploring many new customers?

Joe girard: Yes. Because of word of mouth, everyone told each other about me. You need to make an appointment, and sometimes you have to wait a week or even 10 days to buy a car. In addition to service, there is another reason for this situation, that is, you never take advantage of others, whether it is marriage or sales. If you buy a car from me, you are the only customer who enjoys such a low price. So where will you buy it next time? Not only will you come to me, but he will also because you told him that you bought it cheaper than him 1000 dollars. I never hurt anyone, because if you hurt someone, do you know what you hurt? Yourself. With the help of price and service, through word of mouth, people lined up crazily to buy a car from me. Do you know why? Because I'm a good person.

Data five

Why do so many people know about joe girard? There is a simple reason. Joe girard is better at selling himself than any salesman. Wherever you go, you will send business cards to people everywhere. When paying the bill in the restaurant, he will give a box of business cards to the waiter and give him a generous tip to distribute for himself. In his speech, he will throw a lot of his business cards into the air and let them fly like snowflakes. You may be surprised at this practice. But it was these little pieces of paper that made people know joe girard and helped him sell cars.

Chen: When you came in just now, I also noticed that the first thing you did when you saw everyone was to hand in your business cards. Through reading your introduction, I also know that you particularly emphasize the role of business cards in sales. How did you realize this and how did you do it?

Joe girard: Many years ago, when I saw others handing out business cards all over the sky, I thought it was a very good idea. I got in touch with you through my business card, and then bang, I handed you my business card and gave you another choice. After I left, I thought, George Rudd, she has your business card. She can either keep it or throw it away, who knows. Maybe she needs it. Maybe she heard that I was a salesman. I'll contact you by handing in my business card. The act of handing out business cards is like sowing seeds by farmers. After sowing, the farmer will reap what he has paid. I once took more than 10000 business cards to watch baseball games or football games. Every time there is a wonderful scene, I cheer and spread out my business card. I'm selling myself. I'm not hiding myself. Hey, Eddie, give me a business card and I'll give you one of mine. Oh, well, I feel silly. Handing out business cards makes me feel embarrassed. I said, "Eddie, wake up. If you don't tell others who you are, what you do and what you sell. How do people find you? Wake up, Eddie. So her life changed for the better, because I taught her how to do it and sent so many business cards.

Chen: With so many business cards, say, more than 100, how many are really effective? How many people will buy a car from you after receiving the business card?

Joe girard: 95%. Yes, 95%. People will ask, why not 100%? Because those 5% people have passed away. If they are still alive, I will attract them back. Because I give you fair and small profits and meticulous service, where else can you go? Who else would you go to? In addition to joe girard, who also won't go to.

Data six

Joe girard has a famous saying: "The real start of promotion activities is after the transaction, not before." He is convinced that continuing to care about customers after the transaction will win old customers and attract new customers. Therefore, joe girard sends tens of thousands of autographed greeting cards to former customers every month, so that customers will always remember joe girard and that you only need to find one person to buy a car, and that person is joe girard.

Chen: In your career, as you just mentioned, you will send some postcards to customers every month and every year. Do you also send them to potential customers who may become your car customers? Nowadays, with the development of the times, many people use email. Do you still insist on writing postcards to customers?

Joe girard: Personal stationery. E-mail is a lazy way. The world is changing, resulting in emails and electronic bills. Personal contact always exists and occupies an important position. People buy people. You need to face people. Because you can't just buy a car by email, you need to know exactly who sold it to you and what he can do for you. As I said just now, give me six months in China, just six months, and I will have an earth-shattering impact. Because I will once again build a reputation sales kingdom that attracts customers and never leaves. You can't get rid of my promotion. There is only one possibility to escape my promotion, and that is that you have passed away. Even if you go to heaven, you will hear the name of George Rudd above the earth and your soul will come back to me. Ha ha.

Chen: So your Guinness World Record for car sales was set thirty or forty years ago. Great changes have taken place in the whole social environment, so have the industrial development and business environment. Before interviewing you, I also had an exchange with our local car salesmen in China. They want to ask you, at present, domestic salespeople need to have deep interpersonal relationships, and maybe because of her family background, she can sell a big group order. Others have a relatively dull family background and no particularly strong personal connections, and feel that they make some small lists every day. How can he be as successful as you?

Joe girard: Be careful with others. Get up at 5 o'clock every morning and go to bed at 1 1 at night. Worked the previous day 16, 17 hours. I don't work 100% as many companies require. Drive away laziness, push open the fence and open your eyes to see the world. Maybe someone will accuse me because I advocate working seven days a week and one day 16 and 17 hours. Oh, I don't want to live like joe girard's 76 golden rules, no way. You're actually making excuses. "I don't want to work so hard. I don't want to work so hard. " If I had 100% efforts, I would have starved to death. You need to work 150% like many successful people!

Ending:

Joe girard is a legend in marketing and a great salesman. He has a strong enterprising spirit, and he can infect people around him with his enthusiasm and actions. Joe girard believes that this infectious trait in himself is "spark", and he is convinced that "spark can produce a raging fire".