Hardware marketing ideas: do sales 5 steps 7 points to seize the opportunity

The customer transaction usually begins with objection, then how to seize the signal of the customer deal, deal with the good objection, first of all to understand what the first point of objection represents, a Western survey shows that all the objections to the customer and no objection. The customer has a regular summary. The customer who raised the objection has a sales success rate of 64%. The success rate without objection is only 54%, so we have to know that the customer is disagreeing that he is concerned about you. Plan, care about your company, care about your key account manager himself, he is conveying to you a message that the customer has not fully understood part of the cognitive, emotional, and interests. You have not done well as a key account manager. After telling you there are some things you didn't say clearly to him, actually this is a vane for your order. He is guiding you where to go. If the customer has no objection to the problem, he doesn't care about this single point. You think about if this is the way you can make this one, what we are doing is that big projects are not simply buying a kind of daily necessities. It doesn't matter if you buy it. It doesn't matter if it doesn't work. It's very risky, so it's said that dissent is an opportunity for big account managers, and there is still a distance between the opportunity and the order. This distance is to show your ability to do it. Where are you, then what kind of methods should you use to face dissent?

There is such a story that there is a family in a certain place and a child in the family. The child is very angry and often angry. The family cannot help him. One day his father called him in front of him and said to him: "Children, I have made you a trick to suppress temper." The child asked curiously: "What method?" At this time his father gave him a bag of nails and told His child "Whenever you want to lose your temper, you nail a nail to the fence in front of our door, and when you lose your temper another one," his son went according to his father's method Doing, after a few months, a bag of nails were all nailed, and the fence was densely packed. The son told his father, “Dad, nails are finished.” His father told him, “The next thing you have to do is when you’re angry. You just pull a nail down, but when you lose your temper, you pull another one." After a few months, the nails on the fence are all pulled out. At this time, the father told his son, "Son, congratulations, you have succeeded. "What's the tantrum?" The son looked at the fence. What was it on the fence? His son looked at the fence with dense nail holes and a small hole. His father told his son by the fence. " Do you know Road, when you get angry like a nail in the fence as inside each other's heart nail down a deep impression, this scar is always unappeasable "deep to be enlightened after listening to his son.

We have a lot of big account managers who are very patient in answering the customer's objections. They look for strategies to deal with. However, as soon as the customer's dissent is impatient, then as a big account manager, you lose your temper tantamount to being at the customer. Psychologically nailed a nail, in the customer's bloody dripping blood, so when you deal with customer objections, follow a step to do it step by step to solve it, the first step is to guide the customer to speak out All objections, you can get in the way of questioning. "Mr. Zhang, why can't you sign it now? Do you have any other reasons?" "Mr. Zhang, isn't there any room for dissatisfaction with you now? Talk to me

The second step is to sort the objections to clarify which one is the true objection and which is the false objection. We all know that the objections are true and false, some are real and some are false, but in fact most of them are false. You must be able to distinguish him. You and the other person say: "Mr. Zhang, in all these objections you think the most Which one is important?” The other person will tell you what he thinks is the most important real objection.

The third step you have to do is to focus on real objections to ask: "Mr. Zhang, why do you think there is a problem with payment? What are the factors that interfere with you?"

The fourth step is to apply the guidance and leadership strategy to resolve as much as possible. After you asked for the real objection, the customer will ask for a request. What should you do?

Do you agree to it on the spot? I suggest you should not do this. You must go and consult the leader. Obviously, you can promise on the spot and you should not promise to avoid omissions. This can give you enough time to think about this matter and gain time. You can tell the customer : “Zhang Zong, we know this thing. After I go back, we will report back to our general manager Wang. We will carefully study this matter. Then we will definitely give you a satisfactory result.”

Then go to the fifth step and ask for the time and subject of the next visit: "General Zhang, look at the time we discuss this matter, tomorrow morning at 10 am or tomorrow at 3 pm, and you see which time period we put this matter in Make sure you are good?” At this time, you need to use a law called the two-choice rule to give the other a screening space. It is as if I often go to Yonghe Soymilk when I eat breakfast. I have encountered such things there. I took breakfast with my two friends and asked me after breakfast: “Sir, do you want an egg or two eggs?” I don’t like to eat eggs at all, but my friends are embarrassed to say that they do not want to Finally, my response was: "OK, give me one." If the ** doesn't say this, another way to say: "Sir, do you want eggs?" I'm sure I will be obliged to say: "No , I don’t want to “Your questioning is different. The result is different. When you ask the other person’s Zhang for the time of your next visit, give him two choices. This can reduce the risk if you’re about 10:00 tomorrow morning. The customer just had a meeting at ten o'clock. The customer would say: "No, we have a meeting at ten o'clock." He will send you back. If you give him an optional time, three o'clock in the afternoon, he may have nothing. The appointment will be successful and reduce the risk.

The sixth step is to courteous farewell. Many of our large account managers are very familiar with the process of contact with customers. Sometimes they pay little attention to politeness. Do not forget to familiarize themselves with him and your customers. Understand some manners, he will feel that you are professional, is a qualified A relationship manager can also lay a good foundation for future talks.

The customer's dissent is handled and the next step is to sign the order.

How to deal with the deal? There is a deal rule called Magic Contracting Law. It consists of five steps, which can be recycled or used separately.

The first step is intention testing. His goal is to test whether the customer's attitude is positive, negative, or maybe. You can ask such a question "This solution is very meaningful, right?" If the customer answers "yes", he will then tell you some reasons to sign a contract. If the customer responds "no" to indicate that the customer has objection, then you have to do it. Focus on asking why he did not sign the contract, why he thinks it is meaningless, and then prescribe the right medicine. If the customer does not mean "yes" or "no", then you should look from the customer's face and attitude. Observe and judge whether he is inclined to “yes” or “no” to deal with the counter. This is an intention test.

The second step is to assume that they agree to take concrete actions. We assume that customers are willing to buy and take practical actions to urge customers to sign orders. If customers resist, for example: “Thank you very much for looking at the solutions we have specifically designed for you. Then we have to do one thing. You see, Is it 10 o'clock tomorrow morning or 3 o'clock in the afternoon we sign it?" Assume he is willing to sign the appointment time, if the customer resists then you proceed to the next step.

The next step is called easing. In fact, easing is also a kind of temptation to pull out resistant fangs. It is sympathy rather than praise. You can say this: “I understand your feelings. I understand what you mean. Mr. Zhang, I mean if Signing now, I did not say that it is really signed now "to ease the deadlock with similar words.

Then there is the fourth step. The bottom is to discover why the customer is really against you. He has a tool called "why". There are three kinds of questions in this three words: direct question, one It is called an indirect sentence and a system called braces.

The direct question is simply to say "why," and "why don't you think the time is lenient?" There are times when you can't ask a direct question, if you ask questions, such as the customer saying "I don't have money," you can't always be straightforward. Asking the customer, "Why don't you have the money?" That's not right, you have to say something else: "Why do you think there are some problems with payment?" This will achieve a moderate effect. The indirect question is "why do you think ..., why do you think ...". The third question is called the bracket system. Its question is: "Why do you think or why do you think (the customer's words) will affect your signing?" Why do we want to join the customer's words? To add this sentence With the credibility of words, we know that everyone's name wants to be spoken in the other person's mouth. Everyone wants their words to be cited by others and they feel that they are valued. You quote what he said to prove that what you said is not out of thin air. He came to specialize in his questions. He would feel particularly credible. For example, “Why do you think your husband is out and affect your signature?” The question should be asked in due course to guide the customer to make a more specific answer. This is the fourth step.

The fifth step is the second sale. The second sale is like a football player facing the goal outside the goal and kicking the ball into the goal. You can use a case, a story, an anecdote to push him to sign the bill as soon as possible, which is to promote the action. A very good practice, we often encounter this situation in insurance, he told the customer: "Aunt Zhang, we encountered such a customer last week, I let him sign the bill he did not sign, the result of this Zhou Guo was not unlucky, but she was accidentally knocked out by the car after she went out, and that aunt was very, very sorry about why she did not sign this one last week. Aunt Zhang, don't hesitate anymore. You quickly signed this one up.” , today will not sign a bill to go out tomorrow, was hit by a car. This is the five steps of the Magic Signing Act.

I did not expect that there were so many skills and tactics at the closing stage. I used to think that after dealing with customer dissent, I naturally traded, and there was less tracking in the later stages. I also feared that the signing of the customer would not allow us to return. Now you are talking about these methods. If it is used then it will certainly be easy to take the order.

In fact, when signing the contract, you still have some points to pay attention to. Let's look at each one by one.

When the customer picks up the pen to be signed, you should pay attention to how big the contract, how big the single, it is best not to ecstatic, there are many large account managers did not open in six months and finally signed a single, the customer's pen there He was so overjoyed to sign that he was here, like Fan Jinzhong. Don't be complacent and don't give yourself unnecessary trouble at critical moments.

The second point you should pay attention to is letting customers think about the time for the decision. You say to the customer: “General Zhang, you have our proposal, and I’ll give you two more. Wang and Li are here. You guys study together and see what kind of results we get. Let's go outside and wait, okay?” Zhang always said immediately, “Okay, okay, then you should wait for a while.” At the scene of their study, they feel guilty and give them an independent space for thinking. Even if the other person is there, he does not want to show you when you think.

The third point is to observe the customer's body language, hold the heat, when to deal, when not to trade, know what this signal is, you, for example, the customer mentioned the transport problem, mentioned the installation period, he took the initiative It's time for you to pour tea and say "Yeah, yes, it's really." When you see these signals, you have to pay attention to this is the time for the deal to come. Always increase your vigilance and keep your mind active. Don't take your time. When you have a signal, you still don't feel it, and you miss the key opportunity for signing. When one of my client managers came to see the client with me, it came to the closing stage. The other party's project manager said, "Okay, let our sales director say a few words." Then the sales director said, "I want to know yours. How is the service and transportation situation? At this time, our account manager told him: "Did I not talked to you before?" We listened to how unprofessional this sentence was, thanks to our other decision-making members. Rounding the field, he said: "There is absolutely no mistake about shipping and services. You can rest assured about 100!

"This matter took over, and think about the occasion in which the other party's project manager asked the sales director to say something. It was in fact making the sales director show that other people were paying attention to him. The project manager was a bit skeptical." , and the sales director said, "I want to know what your service and transportation are like." All these things he knows clearly and clearly. Why did he propose it? It is to show his right as a sales director. When you just need to confirm it, you can't just listen to each other's questions and you'll have to restate the transportation and service again. You should pay attention to this time when you come to the signing stage and you have to re-speak Then it went back to the product introduction and negotiation stage. It returned the order back to the original point, so I said repeatedly that we must learn to observe and observe the modality, atmosphere, occasion, and action as the key account manager. Emoticon, you do not have good observation ability is definitely not a good key account manager.

The fourth point is to dare to make a deal. What are my goals for dealing with customers, mainly for orders and relationships? No matter how good the order is, don’t be afraid of failure. If you fail, you can find the next customer and you will not waste time on him. Therefore, you must dare to make a deal. Some of my client managers would not dare to make a deal. He is afraid that this single tracking will be lost in two years. This is not okay, so you will abandon your job.

The fifth point is that after the transaction must be left as soon as possible, do not be too much nostalgia and stay, quickly leave after signing a single, otherwise it will branch out.

The sixth point is to pay attention to details when waiting outside and to reflect our professional qualities. I have seen such a person. An outside customer comes to our company to talk about orders. The two ladies whisper to each other while waiting outside. I was disgusted. I asked one of my department managers. I said, "What do these two ladies do?" He replied, "They are salespeople at a certain company, waiting for orders." He said: "They are lingering outside. What does this mean?" Naturally, the results of their orders can be imagined. This creates a bad impression on the customer. It's not an indifferent phenomenon. Be sure to pay attention to your details. It's possible that a simple sentence, an action, or even something you don’t care about will slowly Lose your order.

The seventh point is not to decide anything easily. For insurance, it is best to use black and white face strategy or consult leadership strategy, so that you have enough time to think, have enough time to discuss with others how to do this matter, how to reply to each other. This is a seven-point reminder after the transaction. We must remember it deeply.