Read Part 4 of "Sales Brainwashing" - Facilitating and Stabilizing Orders

As far as the sales profession is concerned, people who do not have the desire to succeed cannot succeed. This cannot be forced by the leader staring at the back. Therefore, as a leader, he must carefully maintain his subordinates' desire to make deals. Leaders in the sales industry are more like supporters. But judging from my career, most Chinese-style leaders are better at pouring cold water on others. Of course, I also have problems with my psychological starting point when selling. Personally, I am more concerned about whether I am a good person, rather than trying to make money. This is a value established by reading books since childhood. So with the belief that I am excellent, I am the new star wherever I go. And cannot become top topsales.

Although in terms of reading volume, few people want to read about sales skills, but I wanted to write it myself as a stage summary.

The seventh part of "Sales Brainwashing" is "Let customers take the initiative to buy", which is actually about promotion. For a sales learning, promotion is not important, but it is also the most important. It's not important because the effort lies outside the poem, and the performance is based on how well you laid the groundwork in the first six stages. If the previous work is good enough, the customer says, I want to buy it. You don't need to read Part Seven. But if the customer just won't take a stand, you have to push the envelope and make it happen.

The author despises the promotion method of pretending to be pitiful. For example, a store is about to close, or a child at home is going to college. But what I want to say is that the facilitation method of pretending to be pitiful sometimes works. During my career in telemarketing, I have seen many crazy sales methods, not just pretending to be pitiful. A colleague of mine sometimes uses this phrase. "Sir, our company is holding a sales competition. There is only 50,000 yuan left to become the company's sales champion. Can you add an additional 50,000 yuan in insurance coverage?" This rhetoric can indeed be successful. But this is not an exaggeration. On the second day of a transaction, a male customer flew from Beijing to Shanghai, holding a bouquet of roses in his hand to give to the female topsales, "You are the person I have been looking for." "Teacher Gao, who gave me induction training, was once asked by a lady, "I can pay for it, but only if you call me and chat every day." It can be said that the eight immortals show their magical powers. My personal problem is that I am too serious and hard to please. I still can’t please women.

Here is a list of the promotion techniques listed by the author:

Ask questions to promote orders. Compare it. "Is there a blue shirt?" "Yes." and "Is there a blue shirt?" "You want a blue shirt, right?" "Yes." "Okay, no problem. You Let’s see if this tie matches better.” What needs to be emphasized is that don’t force the customer. "If I help you find this thing, will you still buy it?"

Two-choice promotion method. Do you like this one or that one? Do you like this packaging? Or that kind of packaging? How do you like to pay? Or pay like that? This kind of question goes beyond the premise of whether the customer wants to buy or not.

Actively promote orders. I was shocked when I saw this. Isn’t this topsales’ sister Rui’s method of promoting orders?

"I'm sorry for taking up so much of your time, but I still can't make up my mind."

"No problem, I'll make the decision for you. I should package it as A gift box?”

“Maybe I’ll buy it tomorrow.”

“Oh, please, don’t you think you’ve been struggling for too long. ? Why don't you buy it now? "

"I love this, but I know I don't need it, and my husband is scared to death at the price. No. "

"Look, I know you want it. Why don't you relieve yourself and buy it?"

Oh my God. , how thick-skinned, oh no, how much sales skills are required to do this. If I hadn't seen a live demonstration, I wouldn't have believed it. Sister Rui was not embarrassed at all when she said this, and she smiled and made a few jokes from time to time. I think a qualified topsales should be able to achieve this kind of aura.

? Additional enablement method. Generally when faced with objections. "I understand what you mean. How do you think this would match up?" There was a sense of ignoring objections. I mentioned add-on sales in the previous article, so I won’t go into details.

? Third-party reference facilitation method. That is e (example) in fabe. It feels great to tell customers that so-and-so has also used it. But the best example is to tell him that he also bought it. The best proof is to show his own policy during insurance marketing.

Assume deal facilitation. Use it when your business is busy and the atmosphere is harmonious and customers don’t resist. Take the item directly to checkout, but there is a risk that the customer may feel offended. So you need to be very sure about your customers.

Order order facilitation method. Ask for your name and address and issue an invoice directly. Same as above, can be extremely offensive.

Extraordinary means are used to promote the law. Ask the customer if they would mind calling the user in person. The means are not the key, the purpose is to cut off the customer's escape route. If you convince the user himself, the customer will have to buy it. Typically in telemarketing we will ask the husband/wife to be called. Because the other party said, "I have to ask my husband about this." Of course, you must have the confidence of two people to successfully sell. After all, it will be difficult for the second person to kick the ball past the first person. "I want to ask my husband." This objection is very difficult to resolve.

Extremely low price promotion method. Pretend to go backstage and ask the manager if the price can be reduced. Even if the price cannot be reduced, it gives customers expectations. The customer's mentality will be thinking, I hope it can happen, I hope it can happen. On the contrary, it solidified his purchasing intention. As they say in The Little Prince, you will fall in love with what you put your energy into.

As far as discounts are concerned, there must be a process of leaving the customer and asking the manager. And show that you don't do it often. You do this because he wants the item badly. And you also want him to get a discount. Let the customer feel that you are on their side. If the customer is not satisfied with the discount. Just confirm the payment method with the customer. Ask the manager again for this reason. This order is much more stable. Then go back to the client and let him know that it was because of your perseverance. Rather than an easy discount.

If discounts are not allowed, it is not because the manager is bad. But the cost of this thing is here. During the communication process, it is necessary to instill that the price is fair, the product is excellent, and the discount is rare. And only high-intention customers can get discounts, not those who like to buy or not.

Let me add my own opinion. This discount process cannot be applied mechanically. Many of the retail tips given by the author are for high-end products. For example, you can earn a lot of luxury jewelry with one order. After all, if you set up a stall to sell socks, you wouldn’t have to follow so many rules.

If you can't get a customer, change someone decisively. This requires teamwork. When handing over, raise one hand to emphasize that the next salesperson is an expert (leader) in this field. This kind of marketing method of kicking (one person can't continue marketing and the other helps to take over) is often used in insurance marketing.

Finally, identify your customers’ buying signals. First of all, let me say that there are actually two types of objections, one is positive and the other is negative. Negative objections such as "I don't want it." "I want to ask my husband." "Let's talk about it later." This is actually an unreasonable rejection. Negative objections must be turned into positive objections through handling. For example, "The price is too expensive." "The insurance period is too long." "The income is not high enough." This means that the customer is willing to talk to you about the product and is still somewhat interested in the product. Otherwise he wouldn't comment.

Once a positive problem occurs, it is a buying signal. For example, "Can I see the black one?" "My cousin bought a chair last week, and it's the most beautiful chair I've ever seen." A positive question is when the customer starts talking about specific questions (or compliments) about the product. . Let’s make it happen at this time. Customers often make impulse purchases, so opportunities are fleeting. Failure to seize the opportunity to continue talking about other selling points may be self-defeating.

The final section of the book is "Acknowledgment and Invitation." No one taught me this part of my sales career, but I watched others do it.

It is very normal for customers to regret after buying something. After all, this entire book is about how to make money from your customers' impulse purchases. There is a sequelae after impulsive consumption, which is that you feel that you have done such a great thing. So I need others to appreciate it, after all, I spent so much money. But this is not the case. For example, a woman bought a piece of clothing that was way over her budget and sat in the office, waiting for a week without anyone noticing. How frustrating this is.

(What ladies like to say most is to see what’s different about me today, so you have to pay attention to your girlfriend’s new clothes, lipstick, and nails 23333)

As far as insurance sales are concerned, the most common situation is The customer bought the insurance on impulse. The client feels good about themselves. As a result, his family and colleagues will tell him that insurance is a lie. Then he would get angry and cancel the policy. The average surrender rate of electronic sales centers is 33%, which means that one of three orders will be surrendered.

So you can’t expect the final compliment from others, you have to make your customers feel at ease yourself. In the author's words, after the transaction is completed, your role changes from a seller to an ordinary person. Show concern for your customers and make them feel that you are sincere and trustworthy. First, thank the customer and tell him that he made the right choice, "This item really suits you." Then emphasize that the product is valuable (repeating one or two selling points). During the process, it is best to call the customer (Mr. Wang or Mr. Wang XX) by his first name instead of simply "Sir", because you and the customer are already friends. Instead of using "you" when speaking, use "you" and "I" to make the expression personal rather than representative of the store.

If it is a large (high value) item, call to thank you that night or the next day (to ensure order stability). This is actually a bit embarrassing for a salesperson with substandard skills. I was able to complete the previous steps, but the last step was embarrassing at the time. I thought for a moment, maybe it was just that I was told to pay a return visit but no one taught me how to speak. After all, it’s half an hour longer than in-person marketing, so I can listen to it. And if the return visit only lasts a few minutes, there will be no opportunity for you to observe. This is the secret to topsales’ low number of chargebacks. The chargeback rate for some topsales is only one-tenth, which is already an exaggeration compared to one-third for newcomers. Let me copy a quote from the book:

"Hello, Mr. Trippe?" "Yes, it's me." "Mr. Trippe, I'm Susan from the china shop. You I left the store with a smile on my mind with you in mind. I am even more convinced that your wife will like the style you selected. Every one of my customers has praised this style and it seems that you are happy to buy this china for your wife. Very happy. I believe she will fall in love with it as soon as she sees it. "I think so too, thank you for calling me."

The author also gave me a clue, and I read it. Later I felt that it was indeed the case. Customers have a kind of psychological inertia after closing a transaction. Just trust the salesperson. As mentioned before, your role has changed from a salesperson to an individual. If you tell a customer what to do, he will do it. For example, you tell your customers that they can call you if they have any questions. Then he will trouble you even if it is a trivial matter, such as a problem that can be solved by reading the manual. So, you just tell the customer to enjoy the item.

Also based on mental inertia. You can also make requests to your customers. "Can you do me a favor?" "Can you bring your friend/husband over next time? Let him tell me how he feels when he sees this product." Customers will most likely agree based on inertia. In this way, you will have one more marketing opportunity. The meaning of this paragraph is invitation, and the z rhythm is used together with confirmation and invitation. This book actually talks about the rhythm of sales, and the whole set is as smooth as a piece of music.

By the way. The choice of words is very important. Use "pick" and "select" instead of "buy". It is best not to use the word "buy" as it will alert customers.

Finally, the author mentioned how to manage yourself, which is a cliché. The role of sales is not only that of a salesperson, but also that of a consultant. So you need to let customers remember you (through text messages, phone calls, emails, holiday cards, birthday cards, personal communications - such as official accounts, user manuals). The best sales thing is that people come to the store to see me, not what clothes are behind the window. Just like what I mentioned at the beginning of my article, topsales inadvertently captures the hearts of customers even though they are selling insurance.

However, I want to say that bank financial management only involves talking about money directly, so it is difficult to stimulate customers' desire to spend. Of course, insurance is different. Insurance actually sells protection, which is a very fictitious thing. Customers have always been bad at valuing fictitious things.

At this point, I have finished reading "Sales Brainwashing". This is a book from a long time ago. Friedman founded the Friedman Group in 1980. By 2013, when I was in the electronic sales center, and even to this day, my retail skills have not changed much.

But that may be changing soon, because Jack Ma has started to build unmanned supermarkets. This book is a complete mess. Almost all the techniques I saw at the China Merchants Bank Telemarketing Center are in it. At that time, many people held back and did not teach me. At that time, there was a woman with mediocre performance in the electronic sales center who fell in love with the top salesperson. After that, her performance improved by leaps and bounds, and she became a topsales customer. It can be seen that retail can be learned, you just need to keep practicing, practicing, practicing. This book was actually only translated into Chinese in 2016. I wish I had gotten this book 5 years ago. Although people without retail experience in many places will not see it as special. But it made me, a person who has done telemarketing, extremely surprised and felt enlightened.