Salesman, what do you need to know?

The sales terminal, in short, consists of three elements: products, stores and people. According to the data, most consumer goods companies spend 7% of their sales on the cost of sales force, and more than 20% of the transaction and promotion expenses are spent by the sales department. It shows the importance of sales personnel and sales department in the company. As a salesperson, what do you need to know and what capabilities do you need?

1、 Understanding the Company

The company's image, scale, strength, industry status and reputation will make customers associate, thus affecting customers' trust in products. The salesperson's understanding of the company can not only make it easier to persuade customers, but also can have a sense of honor and pride in the company, thus increasing sales confidence. The salesperson should understand the company's history (development history), current situation (scale and strength), future (development prospects and planning) Image (business philosophy, industry status, honor, evaluation of authoritative institutions) and company leaders (experience, honor).

2、 Understand the product

Product knowledge is the ability to sell. The higher the technical content of the product, the greater the importance of product knowledge in sales. Salespeople should become "product experts" because customers like to buy from experts. The ways that sales personnel can master are:

Listening -- listen to professionals introduce product knowledge;

Look - personally observe the product;

Use - use the product personally;

Ask - find answers to questions;

Experience - carefully understand the advantages and disadvantages of the product;

Speak - self understanding and letting others understand are two concepts.

Furthermore, sales personnel should do the following on the basis of understanding the products:

A: Find out the selling points and unique selling points of the product: selling points are the reasons why customers buy your product; The unique selling point is why customers want to buy you instead of competing brands. If the salesperson can't tell the customer why more than three customers buy your product, he or she can't impress the customer.

B: Find out the advantages and disadvantages of the product: find out the advantages and disadvantages of the product and specify corresponding countermeasures. The salesperson should find out the advantages of the product, use it as a bullet (global brand network), find out the disadvantages, and then consider how to convert the disadvantages into advantages or give customers a reasonable explanation. Sometimes you often talk about the advantages of the product, but it gives customers the impression that you are dishonest.

The problem in practice is that the more some salespeople know about the products, the more they know about the disadvantages of the products, and the more they ignore the advantages of the products, so the salespeople are blocked by the disadvantages.

3、 Reliance on products

On the basis of understanding product knowledge, sales personnel should further appreciate the advantages of their products, and believe that their products are good products, can bring benefits to consumers, and are worth buying. This kind of trust will give the salesperson confidence, thus making the ability to persuade customers stronger.

It can be said that the junior salesperson knows the basic knowledge of the product, the intermediate salesperson can further understand the selling points and advantages of the product, and can specify countermeasures. The senior salesperson trusts the product on the basis of understanding the product.

4、 Understand competitive brands

Customers often compare the products promoted by salesmen with those of competitive brands and ask some questions. Salesmen should understand the following conditions of competitive brands:

Variety: What are the main products of competitive brands?

What are the sales products displayed to attract customers?

What are the main selling points?

What are the quality, performance and characteristics?

How about the price?

What is the price difference with our similar products?

Whether to push through the old and bring forth the new?

Display: How about the products and features displayed on the counter of the competitors, and how about the performance of POP advertising?

Promotion method: including promotion content (how about the price reduction of those products?)

And promotion (how about POP advertising with reduced price?)

Sales skills of the salesperson: how good is the appearance, and how good is the customer reception behavior?

Is the product presentation persuasive?

What are the advantages worth learning, and what are the disadvantages?

Transaction status: sales volume of competitive brands? Number of customers? Customer level, etc.

The salesperson should compare your products and the terminal you are responsible for with the competitors from different perspectives, and strive to do better than them. Who can do better will attract customers and win customers.

5、 Comprehensive judgment on value

(1) Maximize value - this is the purpose of super salespeople

The criteria for an "expert" super salesperson:

★ Product experts

★ Product consumer experts

★ Product market experts

★ Product demonstration expert

★ Product guide expert

(2) Comprehensive understanding of product value

The value of a product is not only the product itself, but also includes:

★ Brand power: The intangible added value that the brand brings to consumers is huge, and the difference in identity and status between driving a Mercedes Benz and driving a Jetta is conceivable;

★ Gift value

★ Service value

★ Additional value brought by the extension of service life.

Namely:

Product value=brand value+product value+gift value+quality added value+service value

6、 Sales process summary

★ Personally: Through our words and deeds, our attitude towards people and things, we can make customers accept you and trust you, which is the basic condition for a deal.

★ The value of selling product functions: what are the functions of the product, what benefits it can bring to customers, and what aspects should be paid attention to when purchasing the product to pave the way for further explanation.

★ Sales of products: guided by the functional value to our brand, our products are developed according to the key points of purchase;

★ After sales service: The after-sales service mentioned here refers to the service in sales, including the service in reception, picking up, testing, explanation of use precautions, etc.

Be good at summarizing

Practice - Experience - Thinking - Theory - Summary - Objective - Practice

Summarize sales: based on sales, achieve sales goals

Summarize the failure, take the failure as the alarm, and improve the harvest again

Summarize the gains and losses, and you can gain if you have gains and losses