Learn marketing vocabulary, improve marketing level, and see which words have been used by marketing experts.

Any talented speaker, if his words are empty, tastes like chewing wax, no matter how sensational he is, he can't attract the audience's interest for a long time. Therefore, business personnel must first solve the problem of "what to say". Sales is no small matter, no matter communication or negotiation, before successfully opening a business, you need to do your homework in five aspects and prepare to play five different roles:

1, as a product expert

Salespeople should have a comprehensive, in-depth and meticulous understanding of the products they sell and reach a professional level. You know, customers have been selling this product for a long time. He should have a basic understanding of this product. Don't underestimate the intelligence, knowledge and experience of customers. It is easy to ask for trouble. However, as the saying goes, "Where can a buyer be a seller?" This puts higher demands on the professional level of business personnel. If your product knowledge is similar to that of customers, it is difficult for you to help and promote customers. If your product knowledge is even worse than his, you'd better leave as soon as possible. No customer will respect an unprofessional salesman.

In addition to understanding the performance, structure, characteristics and advantages of your product from a macro perspective, it is best to know more about the problems that are prone to occur in this product and various possible or feasible solutions. In this way, you can be slightly better than the customer in details, and the customer will naturally believe in you.

2. Be the authoritative representative of the enterprise.

Marketers must have a systematic understanding of the sales policies of their own enterprises. Team warfare is popular now, but every business person should thoroughly grasp the relevant policies of the company so as not to say differently. "Speak first, then don't be chaotic", the front is blurred, the back is constantly cut, and the reason is chaotic. The more skilled the old business, the clearer the understanding of these projects and processes, and the natural basis for talking to customers.

3. Be an industry spokesperson.

We should also have a certain understanding and grasp of the development and competition dynamics of the whole industry. The company's personnel and policy adjustment, the advertising and promotion trends of brands in the same industry, some industry jokes, the development of other fields of enterprises, the management and management methods of some model customers, etc. You can always preach to customers selectively, but in fact you are educating and guiding customers and increasing their dependence on your information.

4. Be a management consultant.

Master marketing theory and practical knowledge systematically. Marketers must have a good knowledge of marketing theory, which can be used by us. Only when they can make timely and effective targeted criticisms and suggestions on the customer's product structure adjustment, terminal image display, advertising promotion, public relations, as well as loopholes and problems in business management, development strategy and operational tactics combination, can you really have an impact on customers.

5. Be a foreign entertainment guest

A salesman who only talks about business, work, products and markets, it's actually quite boring to think about it by himself, isn't it? Customers may respect you, but they don't like you and stay away from you.

Therefore, sales staff must also read more books and newspapers, and prepare some important news, entertainment news, lace news, humorous jokes, gossip and so on. Sometimes they can chat with customers and adjust the atmosphere, which is also conducive to successful business development. In particular, the closer you get to your customers, the more you need to establish contact with them. When visiting a stranger, you might as well say opening remarks or closing remarks to increase your affinity.

Second, Hwo, that is, "how to say"?

This kind of skill is very rich: such as speaking frankly, refuting, smooth, sweetly, laughing and so on. , are improvisation, some difficult to express. The general requirements are: dignified image, emotional expression, accurate expression and physical cooperation. In business work, we should pay special attention to the following six points:

1. Overcome shyness and fear, and look the customer in the eye and speak.

People are actually shy, and they have stage fright when facing unfamiliar environment and strangers. The problem is that some new business people have more prominent psychological barriers. The solution is to look each other in the eye bravely. People say that "eyes are the windows to the soul", and you can learn a lot of information from his eyes, such as acceptance, enthusiasm and sincerity. At the same time, you also conveyed your sincerity, courage and enthusiasm to him.

The wandering eyes give people a very humble and obscene feeling. Too fierce eyes can make people feel threatened and uneasy. Therefore, business etiquette requires them to stare at each other's noses, and sometimes they must make positive eye contact.

2. According to the content, master the tone, volume, speed and rhythm, and make it clear.

The most taboo in social intercourse is to compress your voice in your throat when you are talking clearly. The voice is too low to be heard clearly. This is also a very unconfident performance, and customers have no confidence when they listen. Then the voice is too high, like a quarrel, which sounds uncomfortable. Some people speak too fast to hear clearly and their arguments are unclear. If you want the listener to ask again and again, you don't say anything. Some voices are too stylized and scripted, and seem to have no emotional color, which makes people feel like chewing wax and difficult to impress people. The correct way is to decide the length of time and the size of the voice according to the space of the conversation environment, the number of people participating in the conversation, the identity of the interviewee and the nature of the conversation. For the publicity of brands, enterprises, honors, market size, etc., don't be afraid of loud voices, and it is best to mobilize the audience (not just the interviewees). For prices, rebates, promotions and other contents involving trade secrets, the voice should be low, so small that only your opponent can hear clearly.

We are born businessmen. Please learn to speak carefully.

Those who are grinning from beginning to end and talk about business like jokes must be stopped. In other words, we must learn to control our smiles. Some contents, such as cost sharing, dunning, return, replenishment, etc. , are very serious things. When you smile, it will lighten the weight of this matter in the eyes of customers. In the development stage of new customers, when talking about brands, regional planning and protection, and related policies, you should also smile, so that customers will trust you. Of course, business people should have affinity, but this is not contradictory to solemnity.

In any case, we should take the initiative in the conversation.

When visiting customers, we came prepared, but the other party rushed, so it is reasonable that the initiative is in our hands. In reality, many people speak illogically and say whatever they want. After a long time, they found themselves talking a lot, but the prepared content was not mentioned or passed by. You still want to talk about it, but the customer has something to leave, or it's time for dinner, and it ends hastily, which fails to solve the problem. Therefore, in any case, we must firmly grasp the initiative of the conversation, seize the time to get to the point first, and preside over and guide the other party to talk along their own logical ideas; No matter how far he goes, you have to pull him back in one word. In short, it is best to tell him what the purpose of this trip is to solve at the beginning, and finally, we must have a simple suggestive conclusion, and the words to be left cannot be omitted, so that it is a complete conversation procedure.

5. To take care of customers' emotions, we must take care of our own emotions.

Perhaps "customer is God" and "customer is president" have received a lot of education. Many businessmen are afraid of customers at heart. They are mainly afraid of offending customers, not buying things and not paying back money, thus affecting their future. I think this problem must be divided into different situations, and no one will offend customers inexplicably. However, in principle, at the critical moment of right and wrong, don't be afraid to offend customers. This mainly refers to quality complaints and unreasonable claims, unreasonable returns and unreasonable delays in payment. Many quality complaints caused by improper operation, customers will be furious without in-depth understanding, and then make unreasonable claims. Is this tolerable? Should we also unconditionally and gladly agree to return goods that are unsalable due to random purchase or expired goods due to improper storage? In some areas, procrastination is common, and in some areas, breach of contract is addictive. If you don't scold, threaten or play some tricks, the payment will not be returned safely.

6. Learn to listen to each other's voices.

Many business people are proud of their eloquence, eloquence and eloquence, and take pleasure in turning straw into gold bars. In fact, this is a wrong understanding. A person who is really good at speaking, although his oral expression ability is good, there is no need to show off his eloquence. Instead, he will give the other party more time, pay attention to the other party's voice, seize the opportunity from the other party's words, echo what is appreciated, appreciate what should be corrected and supplement what should be added. This is an interactive and pleasant dialogue. Talking about yourself without caring about the feelings and reactions of the other party will only be a kind of preaching with no practical effect. What's the point of eloquence if the customer thinks that this gentleman is eloquent, but he can't reach substantive knowledge? If the customer gives you a boastful impression because of this, it is really not worth the candle.