How to persuade customers to buy your products?

What are buying points and selling points? A person's purchase point is "anything I care about and hope to get", which is personal, including personal identity and the value of things. What is the selling point? It is a point of view or thing that everyone agrees with. Generally speaking, buying things is private first, and the interests should be explained thoroughly; The selling point is aboveboard and well-founded. This person should be recognized and supported by the public. Give a simple example: if you have a good relationship with the boss of this enterprise, then the boss will have someone to buy something. However, if your selling point is not enough, the boss will not support you and will not buy it. Because in a legal society, especially a democratic enterprise, it is everyone's business to decide what to buy.

A person's buying point is private and rational; A person's selling point is popularity and sensibility. In the process of deciding to buy, especially in the process of organizing to buy, key people pay special attention to other people's views, opinions and feelings, which you must know.

Remember: people buy for their own reasons, not yours. If you want to cooperate with a customer, you must first consider: what is his buying point and what is his private demand? If his private needs are better met by you; Then, as long as his feelings are good, the details can be discussed. Smart businessmen know that when you do business, the first thing you should consider is not making money, but winning people's hearts and communicating with people!

When buying things for key people, we should also give him some selling points to remind us: when buying in the past, which ones were satisfactory to us and which ones should refer to and estimate other people's comments and opinions? How did you finally make a decision? When you express some opinions and opinions in public, can you be completely loyal to your heart? Who do you have a real influence on? Have you ever played? Under what circumstances would you like to play? Are there any special and unusual buying behaviors around you? Can you analyze it from the perspective of buying and selling points? By answering the above questions, we can understand: from the perspective of buying and selling, from the perspective of private, from the perspective of public, some buying behaviors are as long as they are satisfied with themselves, while others must be considered.

In many people's purchase decisions, especially in the process of organizing purchases, key people pay special attention to the opinions, opinions and feelings of other relevant people. Therefore, for a specific purchase behavior, we should not only consider the purchase point of the key person, but also consider what the selling point of the key person is. The reason for many sales failures is that sellers lack understanding of the selling points of key people.

Let's look at the following example: Zhang Hua, a salesman of a company, visited Chen Liang on behalf of the company. He is both a classmate and the director of the purchasing department of a large automobile factory. After listening carefully to the introduction of his old classmates, Chen Liang said that he would help him as much as possible. Zhang Hua is very happy and waiting for the good news with confidence. However, after a while, there was still no news. He went to find out the situation, and the old classmate said reluctantly, "It's not that I won't help you. Several companies with similar qualifications have contacted us, and they are all related. We really can't find any reason not to use other companies. " Zhang Hua doesn't understand: why don't you give your old classmates face? What's wrong?

This example tells us that in the social environment where the laws are becoming more and more perfect and the market is gradually standardized, it will be more and more difficult for sellers to obtain orders according to the rules of the market game, and the practice of selling only by excuses and relationships will encounter more and more difficulties. Sellers must pay attention to the selling points of key people.

Grasp the selling point and the buying point at the same time, and your business will be successful. But many customers' purchase points are hidden, or from his personal point of view, and some can't even say it. If you want to sell successfully, you must understand what he can't say. For example, if a company buys a car, what car should it buy? If it is a user, such as a driver, office director or vice president, he will definitely say that it is better to buy a Mercedes-Benz. Because Mercedes-Benz is a symbol of majesty and success. However, there is another reason why we didn't talk about buying Mercedes-Benz, that is, we don't have to pay for the gas ourselves. If you have to pay for your own gas, it is estimated that no one will buy a "gas tiger" Mercedes-Benz, but will give priority to fuel-efficient cars. Therefore, there is an unspeakable buying point-you don't have to pay for gas yourself. On the contrary, the selling point is the consensus of the public and everyone, that is, "buying a Mercedes-Benz can show the company's image". This reason is impressive enough! At this point, the buying and selling points are unified, and the business is done.

Case:

Jiamusi Paper Mill is one of the three largest paper mills in China, and the production and sale of newsprint is one of its main businesses. Lin Qiang is responsible for the market development of the three northeastern provinces. He got the news that a newspaper in Shenyang needed to buy a lot of newsprint.

So he visited Wan Guoli, the head of the newspaper's purchasing department. Minister Wan is an authoritative purchasing talent, over 50 years old. He is an expert, familiar with the situation in the industry and knows the situation of Jiamusi Paper Mill. He asked Lin Qiang about the basic technical indexes of paper, including grams, actual thickness, tensile force, water absorption and ink absorption. Satisfactory, stronger than the paper they use now, and the price is slightly lower than the paper they use now. Of course, these are just buried in my heart, and he won't tell Lin Qiang.

Lin Qiang is not stupid. He quietly tore off a piece of newsprint and put it in his pocket when he visited the printing workshop of the newspaper. After returning to the laboratory, he also knew that the quality of paper in his factory was better than that used by the newspaper, and he felt that the situation was favorable to him. However, Wan Guoli did not make a deal with him because of these advantages. Although the arrow is on the string, it has been delayed.

As a senior salesperson, Lin Qiang knows that if you just wait passively, it is likely to ruin the promising list. The longer you wait, the worse it will be for yourself. Why doesn't Wanli want to make a deal with himself? Lin Qiang thinks that there is no problem with public ownership, but what about private ownership? Lin Qiang decided to take the initiative to find a breakthrough.

Lin Qiang began to make a lot of contact with Wanli and launched a series of investigations. Through investigation, he learned that the relationship between the newspaper and the original supplier is equal, and there is no special relationship. Other suppliers are small customers, which can't compare with the strength of their own factories. He also learned that Wan Guoli's wife is also in the newspaper and is the vice president. The couple have worked in the news unit for a long time and traveled all over the famous mountains and rivers of the motherland, but they have not been to Russia yet. They really want to go to Russia in the name of business before retirement, and their wish has come true. All these were learned by Lin Qiang from the side and confirmed by himself.

Lin Qiang returned to the factory and reported the situation to the sales minister. After research, the sales department decided to hold a national newsprint product ordering meeting in a border city near Russia, and invited the purchasing directors of major newspapers in China to attend. The universal ceremony is naturally one of the people attending the meeting. His wife is the vice president in charge of logistics, and there is a topic suitable for her to do. The sales department also sent her an invitation directly. In this way, the ordering meeting and the trip to Moscow were realized as scheduled. Mr. and Mrs. Li Wan Li didn't have to spend a penny on their own. Their wish came true, and this list came naturally.

Case analysis: (1) Who is the key figure in this case? (2) What are the buying points of newspapers? (3) How to treat invisible purchase? Analysis conclusion: Undoubtedly, Wan Guoli, Minister of Purchasing Department, is the key figure in this case.

Lin Qiang's success lies in his good grasp of this key figure, fully giving the selling points and buying points of this key figure, and achieving harmony and unity, so this list can be achieved. What are the buying and selling points in this case? Please see the following table: the "buying points" that have appeared and the "selling points" that have appeared.

Being recognized by others, showing their professional knowledge and consolidating their power. I don't need to worry about the quality of big companies. I can have more cooperation opportunities and meet the hopes of my superiors. Only in this way can I make a down-to-earth price commitment, with high product quality and good cooperation attitude. The reputation of a big company contributes to the development of related products and reasonable purchase price commitments, and the commitments made are more credible and meet the hopes of my superiors. In this case, the buying and selling points are sufficient. In addition, Lin Qiang, a salesman, discovered a hidden selling point of a key figure: traveling to Russia at public expense, which still conforms to the principle. While buying some for key people, the selling points are also sufficient, including the good quality and high value of the company's paper. Therefore, it is reasonable to reach this list.

In some sales cases, mining hidden buying points often becomes the key factor to reach a deal. But because the hidden buying points can't be said publicly, you should master the skills when digging, or you will screw things up. Generally speaking, when digging for hidden buying points, we should pay attention to the following three principles: (1) When the other party is extremely happy, dig for what he likes, because "he has desires but can't hide his feelings". (2) When the other person is extremely afraid, find out what he is afraid of, because "he is evil and can't hide his feelings". (3) For people who like to be angry, we should find out his inside story from the mouths of people close to him.