I'm doing sales recently.

"I don't want to hear any more, get out!" The customer said disdainfully.

"Mr. Customer, don't be angry, I'm leaving!" Salesman a replied.

"Customer, I know you are angry, and I will visit you another day!" B replied.

"Customer Sir, what did I do wrong to make you unhappy? I'm sorry! Do you want to sign this order now, and I will leave right away? " C replied.

"Customer Sir, you said you want me to roll? I've never rolled since I was a kid. Can you show it to me once? " Ding replied.

What would you say if it were you? Will you embarrass your customers? Will you cry on the spot or argue with him? But in any case, you must always think about how to respond to this sentence!

After running six practical training camps, I decided to write the most essential part of sales promotion-sales promotion skills, and set out to complete this sales promotion training textbook-sales promotion skills, so that new recruits can use their skills and accelerate to become professional sales promotion talents.

I have been engaged in life insurance sales promotion for 2 1 year, and sales promotion is no longer nonsense of "talking to people and talking nonsense", nor is it "a master taking an apprentice and watching while walking". Promotion is logical, and promotion training is structured. For a newcomer who has just engaged in sales promotion, it provides a reference for establishing speech skills in practice. The book Selling Characters is a combination of selling characters and practical characters. Newcomers can understand and use the principles and words in the book at the same time. Senior personnel can make use of the principle of words to cooperate with their own practice and compile a set of standardized words, so that they don't have to rely on brainstorming-improvisation, and the sales promotion work will become more labor-saving.

A beginner is always busy with his professional knowledge and speaking skills, while an old hand is trying his best to meet the needs of customers. Only by mastering one's own products and speaking skills can one take care of the needs of customers. Selling speech skills should be written down and recited, and he must achieve an intuitive response so as not to be influenced by the scene or his own emotions and lose business opportunities by saying things he shouldn't say.

Thanks to the friends in the promotion industry for their encouragement and support. Because of your affirmation, I think "selling" my sales words has become a very meaningful job. I also wish you grow up in setbacks, enjoy your achievements in the results and enjoy your life after work.

Word technology

First, speech is the practice of selling principles.

Engaged in sales promotion for 2 1 year, I saw many young people ups and downs in sales promotion, and they tried to make a breakthrough in sales promotion, so they participated in many large-scale lectures at home and abroad with wonderful contents and brand-new ideas. However, I still don't know how to use this good information to solve the problem of promotion. Instead, it has become a heavy burden for sales staff. Often before they put theory into practice, they become "defeated troops" and stay away from the ranks of sales promotion. So I began to think about how to shorten the gap between theory and practice, and finally found the most direct method: reciting.

Since 1986, we have been writing scripts for our business people, and all new business colleagues are required to recite the scripts through sales drills. As a result, although it helped them to enter the market quickly, it also played a magical role, but it stifled their creativity. They are bound by the words they have memorized and cannot innovate. I realize that it is very important to work out the training steps of words from the principle. So all the words in this book are about the principle of coarse before fine. I hope you can read it patiently.

The following examples illustrate how words explain the promotion principle:

Promotion should start with building relationships.

We often hear that sales promotion starts with building relationships, but no one tells me how to build relationships quickly. In the visual promotion method, we introduced the identification method and the praise method. As long as you are familiar with these two grammars, interpersonal relationships can be established quickly. For example, a colleague is in hospital. At 9: 40 that night, a 74-year-old chairman happened to go to see a doctor. As soon as I saw him, I praised him:

"Mr! You are really not simple! It's so late, you're still in high spirits. How do you keep healthy? "

As a result, he spoke for 40 minutes, and finally let us call him the next day. He wants to introduce customers to us. He is also past the age of insurance. You see, this is the charm of praise.

Rejection is the beginning of promotion.

We often say that rejection is the beginning of sales promotion, so many people misunderstand its meaning, deliberately create customer rejection, and then counter it. Of course, the outcome is counterproductive. Others think that "refusal is the beginning of sales promotion" is actually encouraging the salesman, which has nothing to do with actual sales promotion. However, in the intuitive marketing method, we have already introduced how to turn objections into buying points. Objection is rejection, and turning into a point of purchase becomes a promotion. For example-

"Learning is difficult!"

"Learning is really difficult. I have to go to class during the day and do my homework at night. "

"Exactly!"

"You know what? Actually, being a mother is also very hard. I have to work during the day and take care of you at night! Right? "

"Yes!"

"So life is hard, you learn to suffer now, and you will not be afraid of suffering in the future. You avoid hard work now, and it will be even harder when you encounter hard things in the future. What do you think? "

[Explanation] This is to turn the objection point into the purchase point, and' fear of hardship' is the objection point, so' practice hardship now' becomes the purchase point.

Promotion should be based on retreat.

We often hear people say, "Take back and make progress!" "Because the purpose of a salesman is to sell, it is inevitable to keep selling, but it will cause customers' disgust and think that your mouth is full of business. Therefore, in the intuitive sales promotion method, we will introduce "eliminating doubts", such as-

"In fact, you should do what you can to buy insurance, because buying insurance means buying peace of mind. If you buy anxiety, it will be counterproductive, don't you think? "

"It doesn't matter! Such a big thing must be considered more! There are several parts you should consider ... "

Therefore, if the principle of sales promotion does not continue to develop into speech, it is really a very hard lesson for novices who have just stepped into marketing work.

Second, speech is a sales tool.

Speech is a tool for sales, just as a car is a tool for travel. The product description will present the content of the product, but it depends on the words of the salesman to highlight the characteristics and functions of the product.

Example 1: member benefits of the resort: the membership fee is 300,000 yuan, which will be refunded without interest in 15 years.

"Chen! You are equal to enjoying the facilities of the resort with interest! "

"Chen! You are equal to a little interest in exchange for a lifetime of health! "

"Chen! You have enjoyed a lifetime of health and saved your pension money. "

Which of these three sentences do you think is the most convincing? (third sentence)

Example 2: Refund the premium paid at the time of death. Suppose one million guarantees, 20-year payment, and annual premium 10000 yuan.

"Chen! The death is fixed, one million plus the premium paid is up to 200,000! "

"Chen! When you die, the insurance company will refund all the premiums you paid in addition to the one million insurance money! It is equal to buying insurance with interest. "

"Chen! When you die, the insurance company will refund all the premiums you paid in addition to the one million insurance money! It is equivalent to buying insurance with interest, which is much more cost-effective than having a bank! "

Which of these three sentences do you think is the most convincing? (third sentence)

Example 3: 1 100,000 lifetime guarantee, 20-year payment, 30 years old1100,000, 3 1 year old 1.06 million.

"Chen! If you wait until next year to buy, the premium will be more expensive! "

"Chen! If you wait until next year to buy, the one-year premium will rise by 600 yuan! "

"Chen! If we wait until next year, the annual premium will go up by 600 yuan! In twenty years, * * * has increased by 12000 yuan, which is equivalent to paying an extra year and two months of premium. "

Which of these three sentences do you think is the most convincing? (third sentence)

Example 4: The car price is 500,000 yuan, and the interest discount for the 24-phase loan is only 8,000 yuan.

"Mr. Chen, the car price is 500,000, the 24-phase loan, and the interest discount is only 8,000!"

"Mr. Chen's car price is 500,000 yuan, and the interest discount is only 8,000 yuan, which is about 3.5% annualized."

"Mr. Chen, the price of this car is 508,000, 24 interest-free loans!"

Which of these three sentences do you think is the most convincing? (third sentence)

Speech is to throw a ball of change.

The product is characterized by throwing a straight ball, speaking is throwing a change ball, and it is also an entry to the base. The chances of winning the change ball will increase a lot! Some people don't like to talk and think it's too commercial. As long as they are enthusiastic enough, they can do business directly. Actually, I prefer salespeople to be straightforward when shopping, but not every customer is like this. Most people are always wary of promotion, afraid of being cheated, afraid of losing money, afraid of being embarrassed to refuse each other, and so on. So making customers unprepared is the first change, and making customers like your product is the second change.

Third, how to learn the art of speech

Learning to speak is like learning English conversation.

There was an advertisement for learning English recently: When a foreigner asked for directions, he said, "How can I get to taipei main station?" The grammar I learned when I was a student to cope with the exam immediately appeared in my mind, and then I couldn't say a word after thinking about it! Did you have the same experience when you were studying sales?

I had the same experience in learning English conversation before. Later, I had the opportunity to meet foreigners in the English department in my life. From picking up the plane for dinner to discussing the details of cooperation, word by word is squeezed out and the dialogue is spoken sentence by sentence. Sometimes in order to express a sentence, I look up the words in the dictionary in advance, and then recite the whole sentence, and my English coping ability is gradually accumulated. Now I understand that if you want to get through English conversation skills with grammar, you just want to catch a fish from a tree. English conversation ability is accumulated sentence by sentence. When the sentences accumulate to a certain extent, the change ball will develop on its own, and it will naturally say sentences that have not been recited in the dialogue, and it is also very proud of its on-the-spot reaction ability.

The same is true of learning sales, and the words of sales are also recited sentence by sentence. Someone said, "Why bother? Reciting a speech is just like reciting a speech. It will become blunt and unconvincing. "

I think he may be a born salesman, or he may have been dealing with sales conversations with his general speaking habits. In fact, the dialogue between professional sales promotion and general chat is absolutely different. Promotion is also a service industry. Let's look at the elevator service lady in the department store. She bowed and made a gesture and said, "Please!" That action is very professional and feels respected, but you can't show that feeling with ordinary people's actions, can you?

Character is the dead end of speech.

Earlier, when talking about the elevator service girl in the department store, someone said, "I can't do that kind of work!" " You have to squat when you see people, and you have no dignity at all! "yes! Because you have personality, your personality, so you are not suitable for the service industry! Business pays attention to softness, but personality is the biggest obstacle to softness.

"People don't, you still keep saying. What a shame! "

"It's so unreasonable to say that he is unreasonable and apologize to him!"

These are the main factors that prevent you from becoming a professional salesman. Because you have personality, there are some things you can't say and some things you want to say. If you are a gentle salesman, you may often say:

"It doesn't matter! Take your time, don't worry, I can come again next time! "

If your personality is urgent and aggressive, you will often say:

"all right! It's decided in this way, buy a can and try it first! "

"all right! That's it. If it's convenient, you can write a check first! "

These three sentences are all used in professional sales promotion, but when to use which one is different, but because of personality reasons, we may all say the same thing at different times, right?

The art of speech is an exercise from the outside to the inside, from the art of speech to the way of speech.

A business executive came to complain to me:

"Why don't they believe me when I talk to them the way you taught me?"

"Can't you? I know you have been teaching your subordinates with your heart. Maybe they misunderstood you! " I comforted her.

I know what the problem is. She has been using words: for example, if she says a compliment, others will immediately respond that she is saying it, so she is a little dismissive. Because she only talks with her mouth, of course, she will feel insincere if she has different hearts. But this is the process of learning Chinese. You didn't start learning English easily, did you?

My experience is: When I say "Miss Chen! You are really not simple! " Then I have to be honest. He is not simple. If I can't say it, then I'm a fool, so no matter how painful it is, I have to find out the advantages of each other. Over time, I have formed the habit of looking at each other's advantages, and of course I have also formed the habit of looking at my own advantages, and my self-confidence and interpersonal skills have also been established. This is a learning process from the outside to the inside.

Fourth, the classification of speech: listening, asking, speaking and cutting.

During the 265,438+0 years before and after engaging in life insurance business, from "one-time close-range sales promotion" to "intuitive sales promotion method" and then to "intuitive sales promotion performance", it is found that salespeople can really face real customers directly and implement the essence and effect of a close-range intuitive grammar in addition to understanding the sales promotion structure and grammar. Therefore, the author resolutely tries to use straightforward words to help practitioners who are interested in professional sales promotion. In intuitive sales, we talk about sales, not talking, but talking. The four abilities of dialogue: listening (listening), asking (caring and consulting), speaking (expressing and persuading) and cutting (requesting and inviting) are the four basic abilities necessary for professional salesmen. For you, what are you most competent and used to?

Please put your most competent and accustomed way first, followed by two, three and four.

1.□ Listen

2. Requirements

Step 3 say

Step 4 □ Cutting

In various lectures or seminars, I always ask the students at the scene to fill in and make statistics immediately, and the answers are the same: the most competent order is listening, speaking, asking and cutting. Is the most competent is listening, the most incompetent is cutting. The development of these four abilities is related to a person's growth experience, and more directly to his personality. Being brought up by parents and teachers as a child with "ears but no mouth" at an early age, he has a bad habit of "talking", but he has developed the habit of "listening"; Curious or caring for others will cultivate the habit of "asking"; Those who are impatient or aggressive have developed the habit of "cutting" because they are eager to draw conclusions. Habit becomes nature, which forms his unique character. In the face of the dialogue of sales promotion, he naturally developed a unique text from his character. If the words he uses produce good results, his words will be fixed and reused, which determines his sales career. Because personality is rigid, there is a dead end, and the characters developed from it will certainly have a dead end. You must go beyond this dead end to surpass your achievements. How to transcend this dead angle? It is necessary to establish a set of words that transcend personality through professional sales promotion training, so that sales promotion becomes barrier-free, so "professionalism can transcend personality"!

Verb (abbreviation of verb) Listening-the highest state of speech.

Listening is an unconscious reaction.

I have been engaged in insurance business for 2 1 year. It was not until two years ago that I realized the importance of "listening". Last year, I slowly broke through the barrier of "listening". I remember five years ago, I went to Canada to attend a 15-day basic course on mental potential. After returning to Taiwan Province Province, my friend asked me what was the biggest gain of my trip. I said I wouldn't run away from listening to others now. But I didn't know at that time that this ability was so important in sales promotion. Before, every time I listened to others, my brain often deviated. You may suddenly think of something you haven't done, or flash a spark of wisdom in your mind. This will make my eyes wander, or my eyes roll around and my eyes wander. Customers will be very suspicious and ask, "What are you thinking?" "no!" It's not that I don't admit it, but that I really don't know, because I was unconscious at that time. Or if the other person speaks loudly, I will start yawning and fidgeting. I really want to escape from this bound space as soon as possible. This is a common phenomenon of many active and quick-thinking salespeople. Have you checked yourself? You might as well ask your colleagues or your boss and your closest friends (because it is not appropriate to ask customers). If their answer is "occasionally", it is because they are used to your reaction.

● The salesman's listening.

What should the salesman do in the face of customer's sales promotion? I want to ask you: "What was on your mind when the customer spoke?" Are you thinking, "How to cut in later?" "He said so, how can I fight back and convince him?" If so, your hearing will go astray, you can't hear the voice of the customer, or even the content of the conversation, so there is such a joke:

"Manager li! Let me introduce you, this is Lin Dong! "

"oh! Hello, Lin Dong! (Raise a glass) May I have your name, please? "

"oh! My surname is Chen, and my surname is Lin! "

He was so busy greeting guests that he didn't really pay attention to their introductions. Instead, he used his customary social prediction: "May I ask Lin Dong's last name?"

* * * * * *

"Then do a good job in the role of children. How old is the child this year? "

"Didn't you say she just turned 14?"

"oh! Yes! Yes! I forgot! "

Absence of mind or impatience is a common phenomenon among salesmen, especially at the end of the business, when customers keep talking about unimportant things, and salesmen are eager to leave because of the completion of the business, always thinking of finding an excuse to leave, ignoring the conversation of the other party, which is easy to expose. When selling, one face is another, and then customers will begin to doubt your sincerity and will take on new business in the future.

First, how to listen.

1. Empty mind

Listen to it completely. Just listen to it again, don't listen to anything and don't listen with ambition. Don't listen to what you want to answer or ask at the same time, that is, free your mind to pretend to be the customer, otherwise you won't hear the truth hidden in the customer's voice.

Listen attentively

Listening is looking at each other with eyes, mouth, heart and eyes at the same time, and nodding in response to each other's words. Your heart should be in the present, so don't come in with other thoughts, or it's impolite.

relax

When listening, you can only agree and accept each other's opinions. Because you want the other person to talk enough and be frank, and don't add your own opinions (unless the customer really wants to listen to your opinions), because you are here to talk to him about insurance, not politics, not children's education, and not to help customers tell their fortune. What you really want to express is that you suggested that he buy your insurance, right?

4. Don't interrupt or grab words.

If you talk to your customers, they will talk to you. If you don't let your customer finish, he will never settle down and listen to you talk about insurance. Unless you want to win everything, only insurance will let you win.

Second, the difficulty of listening.

1. Listen carefully, and I won't say anything about insurance.

You can't organize on-site if you are insured. Words are usually prepared when they are old, so you should practice writing them down word by word and practicing them again and again until your intuition responds.

Listen carefully, and I won't say much about the topic of insurance.

The rhetorical question used to cut into the insurance topic was not organized on the spot. All cut-in rhetorical questions should be prepared for rescue at ordinary times. When the opportunity comes, they will send the message, naturally they will not be stiff and will not cause tension between the two sides.

3. It's boring if the chat is all one side's point of view.

The greeting stage of sales promotion begins with chatting. Salespeople don't "chat" with customers. This is very different. If you're not here for business today, it's just a chat. One-on-one trip, of course. No one can let anyone know what he knows, and see who knows more. However, in the face of sales promotion, if you still have so many opinions on the topic of commodity military attache, it means that your skill is not enough and needs to be honed. Is the highest state of inaction, don't you think?

Sixth, the art of asking questions.

Marisa is the princess of the French nobility. She was invited to an international ambassador's dinner. Because of her introverted personality, her mother is very worried about her. After the party, she went home happily. Her mother asked her:

"How was your day?" "Very good!"

"Who impressed you the most at the party?"

"yes! An American diplomat, eloquent, told me about his strange experience of traveling around the world. He is really an outstanding diplomat. But what impressed me most was an English gentleman named Thomas. He asked me how the French drink coffee and listened to me carefully. I feel as if I have become the most outstanding diplomat in the audience! "

Knowing how to ask questions won the princess's heart!

Opening the door is the art of asking questions and cutting in.

The second step of close promotion is to "open the door". Opening the door is the art of asking questions and cutting in. Can you ask questions is the key to opening the door?

"Chen! I wonder if you have insurance? " "no!"

"Why?"

"There is no reason, I just don't think it is necessary!" (The customer hesitated! )

"Why do you think it is unnecessary?" The salesman insisted on the customer's words. )

"I just don't need it, and I won't want to buy it!"

"Why don't you want to buy insurance?" The salesman was very excited, as if he was going to make the customer submit. )

I have met such a salesman, and maybe you have met him, because he is visiting the insurance market, and I want to tell her, "You make me feel a lot of pressure!" " "But his momentum is really stronger than her. I think he probably won't listen and just gave up! Asking is just to tell the true answer, which is a good strategy, just like a judge asking a case, but if you sell it in time, it will only anger customers. The customer may not have made it clear, but you can see how impatient he is when his face turns red and white and his mouth is pulled down. Do you think an aggressive salesman has a chance of success?

"Chen! I wonder if you have insurance? " "Yes!"

"I don't know which one to buy?" "Many homes!"

"How much premium do you pay a year?" "fifty or sixty thousand!"

"What is the insured amount?" "I don't know!"

"How many years?" "Two or three years!"

"Does your supervisor often contact you?" "The handler is my wife!"

"Is your wife still doing it?" "My housework at that time, please don't ask again!" The customer replied impatiently to his classmate, the great salesman.

If the salesman is only in a hurry to collect information, it will easily become a symbol that the credit reporting agency is investigating testimony. Although it is very efficient, it will make the questioned good friend "ineffective". Conversations between friends should be more concerned, don't you think?

"Chen! I don't know if you have insurance, but I tell you, if you buy insurance, you will only pay the fee every year without knowing what insurance you have bought, which will cause great losses to your rights and interests! I do insurance now. You can take out your insurance policy, and I'll take a look at it for you and see if there is anything that needs to be adjusted. Is the policy in the company? "

"The insurance policies are all reported by my wife!"

"It's very kind of you to let Taiwan compatriots keep the policy, but she doesn't know much about the policy content, and the claim really happened. Maybe you can't lose a dime! "

"We just received a claim check of more than 10,000 yuan."

"Of course, you are lucky to lose this time, but there is no guarantee that you will lose it every time, because you bought the missing insurance, and there will be problems with claims in the future. It doesn't matter! Because I specialize in helping customers sort out insurance policies, you'd better bring them to me for sorting out! "

I don't think so!

Some salesmen are afraid that customers will reject him, so he is willing to help customers sort out insurance policies and make plans, which brings great pressure to customers, because he has done a lot of useless work, said a lot of unconvincing words (because customers don't listen to him at all), sent out a lot of plans that are regarded as garbage, and filled out a lot of insurance documents that can't receive premiums, just because he is afraid of being rejected! A timid person who has no self-confidence always speaks with a bold and confident look.