A classic short story about a successful sales case

Many salespeople have their own experience in successfully selling their products, but how to do it well? Look at these sales cases and learn the successful sales methods of the story owner. The following is a short story about a successful sales case that I shared with you. I hope you like it!

Share a short story of a successful sales case 1: It's almost a year since I succeeded in Australia next time, and my English is still poor.

I am naturally timid, especially speaking in front of strangers, which is very unfavorable for me to learn English well, study quickly and find a job. I am like an ant on hot bricks, eager to find a solution.

One day, while eating at McDonald's, I read the newspaper and found a call center recruiting people. I learned in the interview that this call center, to put it bluntly, is to communicate with customers by phone every day to promote printer products.

The first two weeks of sales work are vocational training. We always have ten new salesmen, so we put them in pairs, taking the sales dialogue prepared by the company and having constant scene dialogues.

The actual combat has begun. Call center is like boiling water. Everyone shouted into the microphone and their fingers danced on the keyboard. There is a big whiteboard in the call center, which is filled with the names of salesmen, followed by various figures, just like the school's performance ranking.

The boss gave each of us a piece of paper with a thickness of five centimeters, with the names of people, companies, telephones and addresses printed on it. Let's do market research first to find out the needs and brands of printers. This is the first step in sales.

The first ice-breaking call was made, but no one answered. I pray, don't answer, don't answer! Just then, a voice? Hello? Shout loudly. I suddenly choked up, and the conversation I had practiced before suddenly ran away without a trace. The other party's voice is very thick. Hello, hello? I yelled at the phone twice and was silent, but I didn't hang up, as if I knew I was hesitating to speak at this end.

What a long test this is. But think about it, will the next person do the same, if the boss is watching me from behind? If he finds out that I didn't say what I should say, will I pack up and leave? Who cares, anyway, the other party can't see me, so I just take a deep breath and pop one out? Hello? !

The phone call is over, and I don't know what I said. Although the rude man has a bad attitude, he will answer questions. When I handed my boss the data sheet filled with answers, he gave me a high five happily and told the other seven people that I was the first person to get other people's information? My confidence doubled.

But this is really just the beginning. The real telemarketing is to take these data sheets and try their best to find the gold mine below them. If one piece of information paper is hopeless, just the next one. If no gold is found, call again? Just keep repeating the sales conversation I just said.

A week passed, and ten people left four. I began to lose sleep and dreamed of sales conversations.

The company's policy is that if you fail to meet the standards for three months in a row, you have to pack your bags and leave. Sales quota is an important criterion for companies to examine whether you are useful or not. The company doesn't have that much money to support you. There is also a percentage of calls: the more calls in a day, the better, and the longer the call, the better. Whether you sell or not, as long as your mouth keeps moving, the boss will know that you are working hard, and maybe you can stay for a few more weeks. Otherwise, he will tell you directly, don't come tomorrow.

Sales are so cruel. At the end of the month, the sales quota behind my name on the whiteboard is still a big duck egg. I finally lost my temper, grabbed the phone data sheet and typed it out one by one. As soon as I heard the other person say that he was not interested, I asked what made you not interested. When the other person repeated that he was not interested, I hung up straight away! Great! After two days of crazy work, God saw it. Finally, I caught a primary school principal in a remote area and bought two Yin He worth 430 Australian dollars. When I wrote down my first sales figure that day, many people in the call center applauded me? That night, I slept soundly.

Twenty days later, I caught a big fish after suffering? When I wrote the number 5000, the whole call center stood up. In addition to applause, there are countless cheers from good people. Some people even came to shake my hand? The boss rewarded me with a chocolate frog. That month, I got a bonus of 500 Australian dollars.

That's interesting. I don't pay tuition for practicing oral English, but I am also paid, just because I am a little angry and worth more. When I sell things, I know that my English is understood by others, and I understand what others say, and I can also bargain with the other company to reach an understanding. The generation of monetary benefits is the most direct result of a successful conversation. Isn't this more affordable than how many points in the TOEFL oral test?

I also received a sentence from my boss: It's normal to abort nine times in business, but without a strong will, how can you know that there is no underground vault you want on the next data sheet without repeated attempts?

Share a short story about the second successful sales case: the successful listing of Diamond Alibaba has made millions of people crazy about the Internet, and e-commerce has created one myth after another in China. The great penetration of the Internet has awakened the sleeping offline trading industry, and luxury diamonds traditionally sold by shopping malls and specialty stores have also begun to enter e-commerce.

However, for the luxury of diamond, if you take off the luxurious coat, you will lose the dazzling concept, and if you sell it in a channel that lacks noble enjoyment, you may lose the noble experience. Faced with such a mainstream from luxury marketing, to? Cheap? Will consumers still pay for the way to challenge the hidden rules of the industry?

? Steel demand? Hide channel change

The global financial crisis has cooled the consumption of luxury goods to some extent, but there are also business opportunities under the crisis. Li Houlin, chairman of Hengxin Diamond Agency, said recently that the once-in-a-century financial crisis will greatly change the traditional diamond sales model.

Traditionally, people have always regarded diamonds as an out-and-out luxury. However, after analyzing the consumption and sales of diamonds, Li Houlin believes that diamonds are still a necessity in the China market.

In Europe and America, 80% of parents will give their children a diamond when they get married. According to statistics, each couple in developed countries spends $65,438+$2,000 on diamonds; Only about 30% consumers buy diamonds every year because they get married.

In China, even in Shanghai, the proportion of women who own one or more pieces of diamond jewelry is about 65,438+00%, and 76% of consumers buy diamonds because they are married.

This kind of consumer demand caused by marriage is called by people in the industry? Steel demand? Based on the inherent cultural background of consumers in China, it is essential to buy diamond products when getting married.

? Even if the financial crisis comes, they may no longer need a luxurious wedding, but the demand for diamond rings will not change. The consumption quota may decrease, but the number of consumption pens will not change much. ? Li Houlin said.

According to Li Houlin, the sales channels of diamond products are divided into traditional store retail, TV shopping and online sales. Generally speaking, the cost of diamond retailers is divided into three parts: online supply cost, store operation cost and marketing cost. There is little difference in the cost of online supply. For traditional store retailers, the cost of store operation and marketing is quite large, and the advertising cost of TV sales is even more amazing. The huge cost expenditure leads to the high price of diamond products. E-commerce, with no physical store cost and little or no inventory cost, can minimize the cost.

? When diamond products become daily necessities, consumers will pay more attention to the low price of diamond products. There is no doubt that whoever can achieve the lowest cost can achieve the lowest price on the premise of ensuring quality, which means that whoever can win more consumers. ?

? In the current economic situation, consumers will be more sensitive to prices and spend more rationally. Therefore, a new business model different from the traditional consumption model or business model will be born and expanded. Push the e-commerce of diamonds to a new position. ? Li Houlin concluded.

Diamond sales in e era

In fact, it has become a trend to buy diamonds and other jewelry online in foreign countries.

The sales amount was $320 million and the gross profit was $65 million, which was the performance report delivered by Blue Nile, the world's largest online diamond seller, in 2007.

Blue Nile was born because of Mark? Mark Walden's experience in buying rings. 1998, Mark walked into a luxury jewelry store wearing T-shirts and shorts to buy an engagement ring for his fiancee, but he was snubbed and despised by the clerk. He didn't buy a wedding ring. After returning home, he searched online and finally bought a ring he liked from an online jewelry store at a price half lower than that of that luxury jewelry store. This incident touched Mark's sensitive business nerve, and he drew up a business plan based on it, and obtained 6 million dollars of venture capital. BlueNile.com was born in 1999.

As a result, BlueNile's business is surprisingly good. In 2004, the sales of BlueNile exceeded the total sales of three famous jewelry brands, namely Bvlgari, Cartier and Tiffany, and it was listed on NASDAQ in the same year. In just seven years, BlueNile has become the largest online diamond sales company in the world, and its influence far exceeds that of many traditional jewelers.

The secret of BlueNile's success is actually very simple? Have a clear positioning and a very specific niche market? For men who want to buy diamond wedding rings, or men who want to buy diamond wedding rings with high cost performance. So although BlueNile's product line includes diamonds, wedding rings and jewelry, its main product is very clear, that is, diamonds? It accounts for more than 70% of its sales business.

Another bold feature of BlueNile is that sales are completely transparent. It put the information and price of more than 50,000 diamonds on the Internet and implemented transparent sales, which subverted the diamond retail industry in one fell swoop. Hidden rules? .

Price is one of the core issues that people are most concerned about, which affects people's purchase decision to a considerable extent. One reason why BlueNile dares to sell transparently is that its operating cost is lower than that of a physical jewelry store, which can provide customers with more favorable prices. Because you don't have to pay the store rent, the expense of hiring employees is also greatly reduced. The average selling price of blue Nile diamond products is about 20% lower than that of physical jewelry stores, and some diamond products are even 40% lower. As far as diamonds are an expensive commodity, they can really save consumers a lot of money.

Blue Nile is not the only winner. Amazon, the world's largest e-commerce website, has even surpassed BlueNile in online jewelry sales. In addition, ICE.com, known as the second largest online diamond website in the United States, and RapNet International Diamond Trading System under Rapaport Group, the world's largest diamond B2B company, are successful representatives of diamond e-commerce.

Of course, the success of American diamond e-commerce cannot ignore a background. As early as the end of 1999, nearly 40 million households in the United States had access to the Internet. By the first half of 2007, the number of Internet users in the United States had reached 64% of the total population, exceeding11million, and about 55 million Americans often used the Internet to send emails and browse information.

At present, statistics show that the number of netizens in China has exceeded 250 million, and the number of online shoppers has exceeded 30 million. E-commerce has accumulated for more than ten years, which laid the foundation for domestic diamond online retailers to transplant the business model of BlueNile.

The more? Transparent? diamond

? The achievement of BlueNile shows that this sales model is successful in mature European and American markets, which means greater opportunities for China's immature diamond market. ? Li Houlin said.

But for China consumers who are used to spot trading for a long time, it still seems inconceivable to buy expensive diamonds online. Diamonds, in particular, have always been very opaque products because of their processing difficulties. Few ordinary consumers can really understand diamonds except those in the industry.

Li Houlin told the reporter of New Marketing that this is because consumers lack a basic understanding of diamonds. ? In fact, diamonds have very strict appraisal standards. The price of diamonds can actually be transparent, and it will become more and more transparent. ?

? Only diamond jewelry is most suitable for online sales. This is because the price of gold jewelry is basically calculated by weight and strictly controlled, so there is no advantage in online sales; However, natural products such as jadeite are scarce, so the phenomenon of counterfeiting is serious, resulting in inconsistent standards and inability to sell online. However, the identification standards of diamonds at home and abroad are completely consistent. As long as there is an appraisal certificate from the authoritative department of the state and the 4C fineness (such as weight, cut, color and clarity) of diamonds is publicized online, it is completely suitable for online sales. With the popularization of diamond-related technical knowledge, its quality and price will become more and more transparent. ? Li Houlin said.

HRD (Belgian Diamond Summit), an international diamond authority, released a report in September, 2006, saying that the annual consumption of Chinese jewelry reached US$ 654.38+07 billion, and the market capacity increased at a rate of 654.38+05%. China has become the second largest jewelry consumer in the world after the United States. China people have a growing demand for diamonds. With the continuous growth of the domestic middle class, the diamond and jewelry market has great potential.

According to the prediction of China Gemstone Association, about100000 couples get married every year in China, and the total wedding expenditure is as high as 250 billion yuan. As long as 654.38+0/654.38+00 is used for jewelry consumption, the annual consumption space is 25 billion yuan.

? This is a huge market for diamond e-commerce. With the transparency of diamond quality and price, it will be as widely accepted for consumers to buy diamonds online as books, mobile phones or other electronic products. ? Li Houlin said.

But at present, the business model of China diamond industry is still in the primary stage. It seems that it will take time for domestic diamond sales websites to lag behind traditional diamond retailers like BlueNile in hundreds of billions of consumer markets.

In the United States, Tiffiny, a century-old store surpassed by BlueNile, also started online sales. In 2007, online sales accounted for 7% of total sales, and this proportion is still increasing rapidly. When many BlueNile in China have sprung up like mushrooms after rain, what do they rely on to attract customers? How to form their own business characteristics and build their own core competitiveness is also a problem that these enterprises will face.

As Zhong Xiaolin, a partner of KPCB, said: In China, the first-generation e-commerce of standardized simple products is gradually developing into the second-generation e-commerce of high-end products. However, there is still a lot of room for innovation and a long way to go before the online distribution of high-end products can reach the level of standardized products. ?

The future of diamond e-commerce in Li Houlin's eyes

New Marketing: What do you think is the biggest obstacle for diamond e-commerce in China and how to solve it?

Li Houlin: Perhaps it is more about the trust of consumers and the popularization of diamond knowledge. From a technical point of view, there is actually no problem in selling diamonds online. Due to the standards of clarity, carat, cutting and color, the quality and price of bulk diamonds have been strictly measured and evaluated. For consumers, it is to deepen their understanding of diamond transparency.

At present, we also see that domestic diamond e-commerce companies use it more? Cement+mouse? That is, the combination of offline experience stores and online sales is an attempt with China characteristics, and it is hoped that the combination of online and offline will solve the trust problem and cater to the trust psychology of China consumers in physical stores.

But this approach is also a double-edged sword. Expansion means new market share, as well as the rapid increase of operating costs and promotion costs, which means that the cost advantage of online diamond sales institutions is constantly lost compared with traditional jewelry sellers.

I think the best way to solve the trust problem is word-of-mouth communication, and consumers trust word-of-mouth information more. With the arrival of diamond e-commerce business opportunities, word-of-mouth marketing is very important.

New Marketing: At present, there are some diamond sales websites in China. How to treat their positioning? What should the future diamond e-commerce be like?

Li Houlin: In China, strictly speaking, the existing brands selling diamonds online are not real diamond e-commerce. They also have offline experience stores, physical stores, etc., which can't achieve the lowest cost, so they can't achieve the lowest price.

This is of course based on? China characteristics? Solve the current consumer trust in diamond products, but in the long run, only real e-commerce brands like BlueNile and Amazon can win consumers more. When diamonds become more and more transparent, flat sales channels are the only way to ensure the lowest price of products. Consumers are familiar with the quality and price of products, and naturally choose diamond operators with brand reputation and good service.

New Marketing: A jewelry analyst in new york said: The online rookie in the diamond industry will devour all traditional dealers. ? How to treat such an assertion? How to treat traditional channels and emerging channels?

Li Houlin: It should be said that the success of BlueNile and Amazon did not lead to the closure of those companies that took the brand route. On the contrary, centuries-old brands such as Tiffany and Cartier still exist and develop with their unique brand characteristics, which greatly affects people's understanding and consumption of diamond culture. Because from another perspective, diamonds are still a luxury. Those high-end brands often endow diamond products with deeper connotation and cultural added value, and their consumers pursue the brand's unique culture and experiential consumption mode, because it can bring them a sense of pleasure.

From the emotional point of view, diamonds are the keepsake of people's beautiful love vows, and they carry the lifelong commitment of two people irreplaceably. That's why there is a century-old brand like Tiffany, which is a culture, an idea and an identity. Therefore, the branding route of diamonds will not waver, which is also the concept that Hengxin Diamond adheres to from beginning to end.

The future diamond market must also be a wedding ring market and a diamond luxury brand as a necessity. According to different consumer groups, diamond sellers will inevitably choose different sales models.

Share a short story of a successful sales case 3: 14-year-old sales champion marquette? Since Andrew started selling girl scout cookies at the age of seven, his sales have exceeded $80,000. The best salesman in the world today doesn't care whether you call her or not. Little girl? . Every day after school, she sells cookies from door to door. After several years of exercise, the shy little girl became a sales expert. /kloc-When she was 0/3 years old, she discovered the secret of marketing. It all started with a dream.

Marquette Andrew's mother is a waitress in a restaurant in new york, USA. Dad left her mother and daughter when she was 8 years old. Marquette lives alone with his mother. Although they live in poverty, they have a dream: to travel around the world together.

? I am working hard now so that you can go to college. ? One day, her mother said to her, after you graduate from college, you can earn money for us to travel around the world together, ok?

/kloc-When she was 0/3 years old, she read a message in Girl Scouts magazine that the winner who promoted Girl Scouts cookies the most would get a prize: two free tickets to travel around the world. So, she decided to try her best to be the best seller.

However, it is not enough to have a dream. Marquette Andrew knows that to realize this dream, there must be a plan.

? Be professional and put on your uniform. ? Uncle told her,? You should dress like that when doing business. When you arrive at someone's door at 4: 30 or 6: 30, especially on Friday night, ask them to buy more of your goods. Whether they buy or not, they should keep smiling and respect customers. Also, the most important point is: don't say let them buy your cookies, but ask them to invest. ?

Of course, there must be many boy scouts who want to win these two free tickets, and there must be many boy scouts who have their own plans. But only Marquette? Andrew insists on putting on the boy scout uniform after school, and is going to go door-to-door to invite people to invest in her dream.

? Hi! Hello! I have a dream. I want to earn two free tickets by selling boy scout cookies, so that my mother and I can travel around the world. ? She would stand at the door and say, do you want to buy a dozen or two cookies?

That year, Marquette? Andrew sold 3526 boxes of boy scout cookies and won two free air tickets to travel around the world. Since then, she has sold 42,000 boxes of scout cookies and made many speeches at sales conferences in the United States. Her legend has been made into a Disney movie, and she is one of the two authors of a best-selling book that tells people how to sell cookies, apartments, Cadillac cars, computers and everything else.

Marquette is no smarter or more outgoing than thousands of other young or old dreamers. The difference is that she found the secret of sales: constant questioning and perseverance. Many people fail even before they start selling, because they don't have the courage to ask for what they really want. Fear of rejection leads many of us to reject ourselves before we have a chance? Whatever we sell.

Actually, everyone is selling it. ? You sell yourself every day? Sold to school teachers, company bosses and people they just met. ? /kloc-marquette, 0/4 years old, said that my mother is a waitress. She sells special dishes in the restaurant every day. Are the mayor and the president selling themselves by canvassing? I sell them everywhere. Doing business is a part of the world. ?

People need courage to ask for what they really want. Having courage does not mean not being afraid, but overcoming fear and persisting in doing it. Marquette found that the later you get it, the more you insist on it, and the more relaxed and interesting the whole process will be.

Once, in a live TV broadcast, the producer decided to embarrass her with the most difficult promotion. Marquette was asked to sell her scout cookies to the audience at the scene.

? Are you willing to invest in a dozen or two scout cookies? She asked.

? I don't even want to buy it. ? He said,? I'm a federal prison guard. Every night, I have to settle 2000 rapists, robbers, murderers and child abusers and let them sleep quietly. ?

Marquette calmly retorted:? Sir, if you had some boy scout cookies, you wouldn't be so angry and upset. Besides, sir, I think your job will be easier if you can bring some boy scout cookies back to all 2000 prisoners. ?

Finally, the prison guard signed a check.

& gt& gt& gt There are more successful sales cases on the next page.