Five tips for new salespeople to get orders from potential customers

Traditional salesmanship calls a deal a sale when a salesperson asks for a buyer's business. The order acquisition technology of customers (buyers) is called transaction technology (transaction technology). Many transaction techniques, such as the following key point transaction method, the continuous agreement transaction method, the hypothetical transaction method, the only place occupying transaction method, the retained interest transaction method (preferential transaction method), the emotional transaction method, the consensus transaction method, the guaranteed transaction method, the trial transaction method, and the shortage transaction method, are all traditional transaction methods, which are misused and suspected of manipulation. If these methods are used, it can reduce the moral hazard of sales (such as bribery), which is also worth advocating. However, modern or future sales studies believe that in major transactions, salesmen who have been specially trained in transaction skills actually reach few deals. The traditional transaction skills are only meaningful in the sale of some low-cost products. They believe that the transaction is actually to obtain the customer's entrustment. Without the customer's entrustment, the sales will not occur. Customer entrustment refers to the purchase decision (purchase entrustment) made by the customer according to the information provided by the salesperson on the basis of obtaining the customer's trust. It is the buyer who wants to buy, not the salesperson who facilitates the transaction. Therefore, if the salesperson wants to obtain the customer's order, he must adopt the transaction technology of non human manipulation. Based on 13 years of sales experience, the author summarized five non human manipulation transaction methods. It is a reference for the new comers to the sales industry.

Direct request method. This is the most effective and direct way to obtain orders. Generally, after receiving the customer's purchase signal, the salesperson directly puts forward purchase suggestions (purchase options) to the customer in clear language. For example, "Mr. Li, we all agree that the XXX model car meets your requirements for low noise, fuel economy and driving comfort. Can I place an order for this model car?" This method can help customers make purchase choices quickly, save sales time and improve work efficiency. It is very suitable for tiger and peacock customers. Generally, this method will succeed in the following three cases: First, when the customer does not raise any objection to the sales communication and has no objection to the salesperson's sales presentation, the salesperson can directly ask: Manager Li, if there is no problem, let's sign the contract? Second, in the process of sales communication, the customer had objections, but through the sales presentation, this concern was eliminated, and the salesperson showed great interest in the product, he could directly ask: Manager Huang, how many goods do you plan to order? Third, the customer has intended to buy, but is unwilling to speak first. Most of these customers are peacocks. At this time, the salesperson can directly ask: Manager Wang, I will personally participate in the transportation and installation of this machine. Can we sign the purchase contract today?

Benefit summary method. The salesperson used USP and FABE technology during the sales conversation, and the customer gave a positive response. The salesperson can help the customer to integrate the various benefits mentioned in the sales conversation, so as to promote the customer to make a wise decision. as "As I mentioned, our fasteners have been evaluated by an independent laboratory, which can provide 20% higher tensile strength than the nearest competitor's products, so that their service life exceeds 4 years. We also discussed that our company can deliver fasteners to your site within three hours of your request, and this commitment is valid 24 hours a day. Finally, we talked about that we have four engineers, whose only One responsibility is to provide technical support for new fasteners of our existing customers. Would you like to tell us about the procurement committee we discussed and submit your signed procurement proposal to them? ", Another example is "Manager Li, during our conversation just now, you also very much recognized the marginal profit of XX products, the 90 day payment term and fast delivery. These characteristics have made customers like you profitable by selling this product. Before next month, I can give you the first order of 10 boxes, which will make your store earn more money."

Balance sheet method. Sometimes called Ben Franklin method. During the sales talk, the customer had no obvious objection to the sales transaction. The salesperson can draw a "T" on a piece of ordinary paper, write a title on each side of the vertical line, and leave a blank below to fill in specific benefits and selling points, and then invite the customer to list the reasons for the purchase decision. Generally, the products recommended by the salesperson are written on the left side of the vertical line, and the products that the customer is using are written on the right side. If the customer doesn't have time to fill in the form together, he will ask the salesperson to discuss it with him after completing it. The author has used this method many times, and the success rate is 100%. This method is generally effective for owl and koala customers.

Inquiry method. The salesperson uses the inquiry questions designed in advance to find out the reasons why potential customers are hesitant. Once they understand these reasons, the salesperson will ask some questions about "if... you are willing to...". This method tries to bring all the problems that potential customers care about to the table. After the customer's concerns are identified, the salesperson can successfully solve these problems, and the salesperson can obtain the order. (If I successfully solve this problem, would you like to entrust us?) We use the following sales dialogue to illustrate this method:

Salesman: Can we meet next week and let me make a comprehensive survey of your needs? Not more than 2 hours.

Potential customer: No, I don't think we are ready for this.

Salesman: There must be some reasons why you don't want to make further progress. What are the reasons?

Potential customers: I'm not sure whether your company is big enough to deal with customers of our size.

Salesman: Besides this, are there any other reasons?

Potential customer: None.

Salesman: If I can solve our scale problem, will you allow us to do the survey?

Prospect: Ah, I can't answer exactly.

Salesman: Then there should be other reasons. May I ask what the reason is?

Potential customer: A friend who uses your service told me that your settlement department often sends him invoices for materials he doesn't want.

Salesman: Is there any other reason besides this?

Potential customer: No, these are two issues I care about.

Salesman: If I can solve these problems right away, would you like to make an appointment for us to investigate?

Prospect: Of course.

Selection method. The salesperson provides potential customers with several purchase options to make their own choices. Generally, product attributes are used as reminders of selection contents, such as product price, specification, performance, order quantity, delivery method, time, location, etc. Select no more than three ranges. For example, at a T-shirt counter in the mall, a customer looks at the T-shirt curiously, and the salesperson can say: How about it? Buy one. Black, blue or red? This is the selective transaction method. During the training, the author often gave examples when talking about questioning skills: the egg seller - Global Brand Network - the old lady often asked customers: How many eggs do you want? One or two? This question is a closed question, which belongs to the selective transaction method. This method is especially suitable for those tiger customers in the sales of industrial products. In the front-line sales career, the author often used this method in the pharmacy department, such as "Mr. Li, do you think XXX (product name) orders two boxes or three boxes?" This method is also often used by clinicians, such as "Mr. Wang, this month, are 100 or 150 patients prescribing XXX products?" The success rate is generally 90%. The reason for the failure of this method, if the tone and occasion are not correct, will give the customer a sense of pressure. So if you fail, you can adjust your tone and occasion next time. At the same time, for the same customer, do not use it continuously, but intermittently.

In addition to using closing techniques to successfully obtain potential customer orders, salesmen also need to follow several principles, including maintaining a positive attitude, letting customers arrange the rhythm, being firm and confident rather than reckless, not overselling, and not afraid of facing rejection. As a salesperson, you need to remember that customers do not buy products or services, they buy solutions to problems. The salesperson should first find potential customers with demand, then provide information in a way that customers like, and obtain orders in a way that helps customers make choices. In this way, the transaction technology will not be regarded as manipulation and rudeness by customers. Closing a deal and obtaining an order (or obtaining the customer's consent to act) is a door-to-door skill. Many salespeople are not trained in this skill, but are afraid of the customer saying "no". The salesmen with successful potential know that there is no sale without rejection, so they dare to make a request for a transaction with the transaction technology.