How to do a good job in sales?

I feel a little ashamed to stand here today and discuss this issue with you, because everyone here is better than me, and I feel a little embarrassed. I hope everyone will stop laughing and give me more encouragement. Thank you.

Sales and marketing are two different concepts, and sales should be included in and part of marketing. Marketing refers to "management and sales". In the development of an enterprise, two factors are indispensable, that is, "marketing" and "public relations", just like a pair of wings of a bird, you can't fly without either! In the concept of marketing, "management" is more related to management and more inclined to internal management of enterprises; And sales are more external: how to make our products flow to consumers smoothly and make profits under the extremely fierce market competition. How to manage our sales team well, fully stimulate the potential and maximize the team strength; How to establish our sales network; How to maintain and manage our customers is the content of sales work. Therefore, sales can not be separated from management, and there can be good sales without good management.

Nowadays, many enterprises are not necessarily proficient in sales, and a sales expert is not necessarily a good manager, so there is a shortage of talents who know both management and sales.

For example, Shi Yuzhu of Giant Group, the brain gold miracle is well known. Although he knows sales, his management can't keep up, and the giant building is gone; Shida Computer in the IT field once created a myth from 16 people to1600 million people, but IT finally disappeared in the IT field because of a group of people who only knew management but didn't know the market. Zhang Ruimin, president of Haier, is the first in the home appliance industry, because he knows how to manage and sell. So don't just work hard, learn the way of management. Each of us has a chance. As long as everyone is ready, maybe one day a marketing expert of biological products will be born in our "Riel Alliance"!

So how can we do a good job in sales?

There are two aspects here: first, as an enterprise, how to do a good job in sales, with so many leaders here, I dare not talk about this issue. The second is how sales staff do a good job in sales. Today, as a grassroots salesperson, I would like to discuss with you how our salespeople should do a good job in sales from the perspective of salespeople.

Edison once said: "There is no real genius in the world, and the so-called genius is 99% sweat+1% inspiration"; Yolanda, a famous marketing god, said: "The success of sales is 99% effort+1% skill"; Joe girard's 76 golden rules also said: "The success of sales is 99% diligence+1% luck". There is no denying that they are all successful people, so what they say is reasonable. From these three sentences, we can see that any success has a price, which requires us to pay a lot, and "inspiration", "skill" and "luck" are also indispensable factors for success. Think about it, we can get the following formula:

Sales success = diligence+inspiration+skill+luck

I wonder if you agree with this formula?

Then how to do a good job in sales has the answer:

First: Diligence. (Brain diligent, eye diligent, ear diligent, mouth diligent, hand diligent, leg diligent-six diligent)

If you want to do a good job in sales, you must first be diligent, which is also an essential quality for a business person. There is a saying in the marketing field: "The performance of a sales mediocrity who stays with customers all day must be higher than that of a sales genius who stays in the office all day." This sentence is very good, "diligence can make up for it"!

Diligence is reflected in the following aspects:

First, study hard and constantly improve and enrich yourself.

1. Learn the knowledge of the products you sell, the knowledge of the industry and the knowledge of similar products. Only in this way can we know ourselves and ourselves, can we appear in front of customers as "professional" salespeople and win their dependence. Because we also have the feeling that when we go shopping, or when others recommend products to us, if the other person has a little knowledge or a little knowledge, there is no doubt that we will discount what we want to buy and the impression of this person. When we see a doctor, we all like to go to an "expert clinic" because it is reassuring. Now the advertisements are also: China Mobile-Communication Expert, Jiu Wang Mu-Pants Expert,-Kitchen Expert. Our customers are the same. They want a "professional" salesperson to stand in front of them, so that they will accept us as people and our company and products.

2. Learn and accept other knowledge outside the industry. Just like literature and art, sports, politics and so on, we should keep learning. For example, how the Houston Rockets in NBA won or lost recently, Yao Ming's performance, the status of the six superstars of Real Madrid, whether Pele joined Real Madrid and so on. These are all materials for chatting with customers. There are so many things to talk about at work that you are not bothered by him. The work will be finished in a few minutes. What shall we do when it's over? We can't be cold We can talk to him about anything he likes.

3. Learn management knowledge. This is self-improvement, and we can't always stay at the current level. You should manage the customers in this market. What is the customer? It is our God. In other words, they all work for us. If they manage well and give us more serum, our sales performance will go up.

Second, frequent visits.

Must have the spirit of hard work. Business people are "copper-headed, iron-tongued, rubber-bellied and scud".

1. "copper head"-I often hit a wall, but I am not afraid to touch it, but I dare to touch it again.

2. "iron mouth"-dare to say, will say. Talking is not the same as talking. Being able to talk shows that this person likes to talk and talk endlessly; But being able to speak means saying less and being to the point, so dare to speak and be able to speak at the same time.

3. "Rubber belly"-often ridiculed and resentful, so learn to be tolerant and learn to adjust yourself.

4. "Scud"-needless to say, it is the "leg suit" in Liuqin. And take prompt action. If a customer calls you with questions, you must arrive as soon as possible, and we will knock before he puts the phone down. The advantage of frequent visits is to maintain a good relationship with customers, so that they will not forget you for a few days. Even if you can't go in person, call him to deepen his impression of you. In addition, how to save time and effort and improve work efficiency when arranging trips.

Third, think hard.

Is to think hard, encounter problems, think carefully about what the root cause of the problem is, and then formulate solutions according to the evidence.

There are often some illusions in sales work: sometimes customers look good and refreshing, which makes you walk away in a good mood, but you wait and there is no news at all. Sometimes the surface is very unfriendly to us, even driving us out, and we may not dare to go again. This is because we don't know what the reason is, so we must calm down and think calmly to avoid being misled.

Fourth, communicate diligently.

People often say that "the authorities are obsessed", and we should often communicate our market problems with leaders and colleagues. Other people's markets may also exist, and understand how they solve them. Perhaps through the guidance of leaders and colleagues, you will suddenly realize that finding a solution to the problem will improve.

Fifth, be diligent in summarizing.

Only by summarizing can we improve. Whether it is success or failure, its experience and lessons are worth summing up. Successful experience can be transplanted, and the lessons of failure will not make us repeat the same mistakes.

Second: inspiration.

What is the inspiration? Inspiration is creativity and innovation. If you want to sell well, you can't stick to the rules. You need to break the traditional sales thinking and change your way of thinking to face the market. Inspiration can be said to be everywhere.

1. It was blocked when talking with customers about purchasing goods. I was encouraged to learn that my client was ill or that my relatives and family members were ill. I'm going to buy something to express my condolences. This can break the deadlock, and the customer's initial refusal may change his attitude-buying goods.

2. Product lead-in period: When the promotion is blocked, I suddenly know that other manufacturers are holding a press conference. Inspiration is coming, so let's have a press conference.

3. When I was shopping, I saw that the shoe seller had a shoe rack. Here comes the inspiration. Call the epidemic prevention station and tell them that they were bitten by a dog. Do you have serum? As soon as they hear that someone wants to buy it, they may buy it.

Third: skills.

What are the skills? It is the method and the sales skills throughout the whole process. We face a wide variety of customers, and we must adhere to one principle: first, we will do what we like; The second is to rescue Zhao from Wei; The third is soft grinding and hard foaming.

There are three main stages in the process of interacting with customers:

First of all, before the visit:

1. Make plans before visiting.

The advantage of (1) is that when you have a plan, you will have a coping strategy during the interview, because sometimes improvisation strategies have little effect.

(2) Think ahead of the obstacles that may be encountered, prepare the elimination plan in advance, and reduce communication obstacles.

(3) If you think carefully in advance, you can expand and contract freely when you change it on site, so as not to panic.

(4) If you are fully prepared, your self-confidence will be enhanced and your psychological stability will be relatively stable.

2. The content of the previous plan.

(1) Determine the best visiting time. If you want to invite customers to dinner, you'd better arrive half an hour before work. If you don't want to invite them to dinner, you'd better go early and come back early.

(2) Set the goal of this visit. What purpose do you want to achieve through this visit, to enhance emotional communication or to promote customers to buy goods?

(3) Predict possible problems and solutions.

(4) Prepare relevant materials. Remember whether there are any problems left over from the past and solve them this time.

Second, during the visit:

1. Look at our sales behavior from the customer's perspective. From the point of view of sales staff, the purpose of our visit is to promote products, while from the point of view of customers, we regard customers as "targets".

The purpose of the visit is mainly to exchange interest with customers. Don't just introduce the product itself, but focus on the benefits it brings to customers. In this way, the psychological acceptance of customers will be greatly increased, so that we can communicate smoothly under the condition of mutual benefit between buyers and sellers.

3. Different customers have different needs. Every customer's situation is different, and their needs and expectations are naturally different, so before visiting, we should collect information, investigate their needs, and then prescribe the right medicine.

Let's introduce the "FAB" rule in communication.

F-Fewture (product features)

Advantages (product efficacy)

B-Bentfit (product advantage)

When using this rule, please remember that only by clearly pointing out the benefits can you impress customers. From the standpoint of selling products, it is easy to think that customers must be very concerned about the characteristics of products and always try their best to tell the characteristics of products one by one to convince customers. In fact, the interests of products are what customers care about, so remember that when applying this rule, F and A can be omitted, but B can never be omitted, otherwise it will not impress customers.

Third, after the visit:

1. Be sure to do post-interview analysis.

(1) Take some time to compare the results after the visit with the plan before the visit to see which goals have been achieved and which goals have not been achieved.

(2) Analyze the reasons for not achieving the goal and how to achieve it.

(3) From the customer's point of view, reconsider the feelings during the visit and what was not done well enough.

(4) Analyze whether your attitude and behavior during the visit have contributed to customers.

(5) Further thinking about what needs to be improved to be more effective.

2. Take improvement measures.

(1) Analysis alone is not enough. We should actively take improvement measures to improve our own defects and deficiencies in order to improve better.

(2) "The world is afraid of a willing heart". For customers who refuse or refuse, we should study more methods, find out the best solution, and try again and again, which will certainly bring good results.