How to improve sales ability and skills (how to become an excellent salesperson? )

How to improve sales ability and skills

How can I become an excellent salesman?

Today, we will answer your questions.

Bian Xiao of this station replied:

How can I become an excellent salesman? In terms of sales skills, an excellent salesperson should do the following:

1. Make a very detailed and complete market survey of what you sell and determine its marketing group and scope. 2, the salesman's own image should be built, dressed neatly, smiling, polite, and skillful in speaking, so that others can know what to sell in the shortest time. 3. Do a good job in publicity, publicize the content being promoted as quickly as possible, and let more people know. 4. Pay attention to customers' opinions and collect comprehensive references of customers' opinions to improve marketing materials and methods. The most important thing in sales promotion is honesty. Although speaking skills are important, what really attracts customers is quality. You can't be divorced from the actual scope when bragging.

6. A good attitude is the most basic condition for an excellent salesperson. Ensure positive work enthusiasm and enterprising work mentality; Have the mentality of bearing setbacks and blows, and the mentality of self-emotional adjustment in time. Always maintaining a good working attitude and adjusting your mentality in time are also the most basic conditions for measuring an excellent salesperson.

The development of new markets and new customers is a realistic problem that every company and marketer must face and solve. The effect and quality of new market development are very important to the growth of enterprises and the personal promotion of marketers. For some growth enterprises, the quantity and quality of new market development is the only standard to measure the personal ability of marketers. A company I once worked for has also set up a market development department, which is responsible for the development of new markets. After the success, it is handed over to the marketing department for operation, which shows the importance attached to market development. Know yourself and yourself 1. Know that you have been constantly training regional salesmen: before the new regional salesmen officially take up their posts, they should be trained for about a week, and arrange professionals in the history of enterprise development, enterprise culture, technology, production, finance, law, sales, etc., and train them in basic knowledge such as enterprise situation, product technology and formula, production technology, financial policy, sales policy, etc., so as to familiarize them with the enterprise as soon as possible. Before the new product goes on the market, invite technical professionals to carry out product knowledge training. Regional salesmen are modest and eager to learn: regional salesmen don't know about enterprise products, product performance, product use methods, product prices and sales policies. , and can take the initiative to communicate and consult with colleagues and leaders around you, or consult with relevant departments of the enterprise. Know yourself and know yourself, we mean to know your market and your competitors. We get it through market research, which mainly includes the following points: local customs: including the human environment, geographical location, population, economic level and consumption habits of the target market.

Market situation: mainly refers to market capacity and competing products, including competing product specifications, prices, channel promotion, new product promotion, terminal animation, competing product sales, etc. Customer status: directly or indirectly understand the status of local distributors, including competitive distributors and potential distributors of this product. Competing dealers should understand the market dynamics and the degree of cooperation with manufacturers, and potential dealers of this product should analyze whether they have the standards of being a company agent, that is, good reputation, sound network, sufficient storage, strong funds and advanced market operation ideas. 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 we can get the following formula: sales success = diligence+inspiration+skill+luck. Then how to do a good job in sales has the answer: first, diligence. 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 trousers expert and 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. "Tongtou" often hits the wall, but he is not afraid to touch it, but he dares to touch it. 2. "Iron Mouth" dares to speak and will speak. 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" is often ridiculed and indignant, so we should learn tolerance and self-discipline. Needless to say, "Scud" is "Leg Diligence" 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'll buy something to express my condolences and break the deadlock. The customer's initial refusal may change his attitude towards 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 communication with customers: 1. Before the visit: 1. Make a plan before the visit. The advantage is that with a plan, you can have a coping strategy in the interview, because sometimes the improvisation strategy is very successful. Only by thinking about the possible obstacles in advance and preparing the elimination plan in advance can we reduce the communication obstacles. If you think carefully in advance, you can expand and contract freely when you change it on site, so you won't panic. If you are fully prepared, your self-confidence will be enhanced and your psychology will be relatively stable. 2. The content of the previous plan. Determine the best time to visit. 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. 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? Predict possible problems and solutions. Prepare relevant information. 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 point of view. 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. When using this rule, FFewtureAAdvantageBBentfit should remember that only by clearly pointing out the benefits can customers be impressed. 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. Iii. After the visit: 1. Be sure to do a post-visit analysis. Take some time to do it, compare the results after the visit with the plan before the visit, and see which goals have been achieved and which goals have not been achieved. Analyze the reasons why the goal has not been achieved and how to achieve it. From the customer's point of view, rethink the feelings when visiting, and what is not good enough. Analyze whether your attitude and behavior during the visit have contributed to the customers. Think further, in order to be more effective, where do you need to improve? 2. Take improvement measures. Analysis alone is not enough. We should actively take improvement measures to improve our own defects and deficiencies, so as to better improve the current market competitiveness. With the increasing popularity of internet plus, customers have mastered a lot of information, and there is less and less demand for suppliers. Therefore, the influence of suppliers is gradually weakening and they are increasingly at a disadvantage in the competition. In such a business environment, the ability of sales team often becomes the key to the success of enterprises. As an important means to cultivate sales ability, sales training should be more important. However, many people think that sales training is not helpful to the cultivation of sales ability and has little influence on the development of the company, whether it is the top management of the enterprise or the general sales staff. Why is this happening? David Meister, regarded as one of the top 40 business thinkers in the world, pointed out in his article that most business management training he or others do is a waste of money and time for enterprises. Because there is very little training content used in practical work. Most of the training, because it was not combined with the actual operation and management system of the enterprise, was soon forgotten by everyone. It should be said that David Meister's point of view is very sharp. The "gimmick" divorced from reality has been proved by practice again and again, but it is just an armchair strategist. Valuable sales training must be combined with the development of enterprises and the specific situation of the company. Sales training is valuable only if it really teaches students in accordance with their aptitude, aptitude and time. So, how do enterprises or companies train sales staff is the right way? I want to analyze and discuss with you from the following parts: first, make clear the responsibilities and authority of a company's sales training, clarify the division of labor, and implement the responsibilities, that is, who should do the training and how to do it. The second is to know what knowledge you need to know according to your own situation, that is, what the sales staff lacks and what they need to learn. The third is to do a good job of positioning and understand the actual situation of sales staff, that is, to know what kind of people to train and what kind of work to do. The fourth is what kind of sales training methods should be adopted to achieve good results, what training should be done and what should be done.

1, branding

Salespeople should not only sell products to customers, but also sell the brands behind the products. On the basis of introducing products smoothly, they should introduce the brand value of products and a kind of brand promise, so that customers can not only buy their own products, but also feel at ease.

2. Product sales

Improve consumers' desire to buy and realize more sales.

3. Product display

Do a good job in the vividness of the store, product display and POP maintenance, and keep the products and marketing AIDS clean and standardized.

Step 4 collect information

Salespeople should take advantage of dealing directly with customers and competing products in stores, collect information in various ways and feed it back to the company.

5. Drive terminal sales staff or waiters to do a good job in the sales of this product.

Salesmen should not only do their own sales well, but also drive salespeople and service personnel in terminal stores to do their own products well.

Extended data

According to sales responsibilities, sales personnel can be divided into five categories:

Simple delivery salesman: mainly responsible for delivering the products that customers have purchased to customers;

Simple sales staff: mainly responsible for transferring customer orders to the production department of the enterprise;

Customer relationship salesperson: mainly responsible for establishing a good reputation among customers and satisfying them;

Technical sales staff: mainly responsible for providing technical services to customers and improving customer loyalty;

Creative sales staff: mainly responsible for finding potential customers of products and transforming them into actual customers of enterprises.