The meaning is concise and to the point, which explains at least two meanings: one is not to be confused by the appearance of things, and the other is to grasp the core issues in doing things. There are many examples of failure, and we can learn from them. There are always opportunities, but you can't catch them if you want to. And when you seize the opportunity, can you accurately sell your products to customers? As the saying goes, "a good product does not necessarily have a good market", so it will become more and more important to accurately analyze customer needs. In fact, before analyzing customer needs, the first thing to do is to eliminate consumers' concerns.

Customers are afraid of being cheated. In the process of sales, there is such a problem that most customers have a distrust of sales staff. They believe that all kinds of commodity information obtained from salespeople often contain some false elements to varying degrees, and even some fraudulent acts exist. In the insurance industry, there is also such a phenomenon. When many consumers hear that they are insurance personnel, their first reaction is falsehood and deception. In the process of talking with sales staff, many customers think that sales staff can listen or not, and often don't care too much, and even have disputes with sales staff with rebellious psychology.

The reason why customers are worried is probably because they have been cheated in their past life experiences, or the goods they bought can't meet their expectations. Or there are too many examples of being cheated around him/her, which makes him/her feel distrust, or maybe he/she has seen some cases about the loss of customers' interests from the news media. All kinds of things make them feel bad about the salespeople. They sincerely distrust salespeople, especially door-to-door salespeople.

A gold medal salesperson once said: As a salesperson, you should not impress the customer's head, but should impress the customer's heart. Because the heart is the closest place to the customer's wallet, the customer's feelings, and the head is the customer's reason. In other words, a qualified salesperson should impress customers' feelings and make them have the idea of buying.

Now, there are many sales swindlers. After being deceived, some customers often meet salespeople again, and it is inevitable that they will think of painful experiences and subconsciously reject salespeople. There are many scammers, and customers don't have the energy to distinguish between authenticity and falsehood. It is easy to "kill" all salespeople with one stick. When they meet business people, they even avoid it for fear of being cheated.

Many customers are afraid of being cheated. In the face of salespeople, they are very cautious and full of vigilance, and they are afraid of falling into the "trap" of salespeople. When dealing with such customers, salespeople should not rush for success. The more you talk, the more customers will suspect that the experience of being cheated will make them distrust you in front of them. In this case, you must find ways to eliminate the psychological barriers of customers and make yourself a friend of customers, so that customers will cooperate with you. Let the other party feel that the relationship between the two sides is not just a customer relationship, but a friend relationship. I am here to serve you. Just like a sentence, we sell not only products but services.

There are also some customers who are worried about the quality or function of the goods and have insufficient confidence in them. At this point, you might as well tell the customer the shortcomings of the product directly, which is much better than the customer himself.

First of all, customers will trust you and feel that you are an honest person, so they are willing to communicate with you further.

Secondly, the customer will think that you know him well, and answer his questions without asking, and his doubts will be reduced.

Finally, the salesperson can talk about the shortcomings of the product actively, so as to avoid disputes with customers, and make the relationship between you and customers change from passive defense to active attack, thus facilitating the transaction.

Close the distance with words

Learn to communicate with customers and treat different people in different languages. To make good use of the marketing language of "different people, different occasions, different times", some people need to use emotional language, while for another person, you need to impress the other person with rational language, which requires us to judge which kind of person the other person belongs to.

In fact, many times, what we see is a mistake that some salespeople will make, that is, they are eager to promote their own products, but they are afraid that the other party will forget that they are salespeople. But this often makes customers feel impatient. Imagine if we were customers, what would you think? You didn't consider whether this product is suitable for me, just want to sell it to me. Even if I buy it this time, I may not trust you again. And this may make customers have a bad impression on the company or sales staff of such products. Can eager sales really succeed?

There are also those who are too enthusiastic. When a customer asks a question, the marketer has ten answers, which makes the customer very rebellious. In fact, there are many reasons for the phenomenon that marketers answer irrelevant questions. The most fundamental point may be that they have no common sense of psychology and can't grasp the psychology of customers well.

In the process of sales, sales staff should try their best to eliminate customers' concerns and make customers feel that the goods they buy are worth the money. The first thing to do is to assure customers that their motives for buying are very wise and their money will be well spent; Moreover, from the perspective of value and income, buying your product is their best choice.

In the process of sales, customers' concerns are a * * * problem, which will bring great resistance to sales if it cannot be solved correctly. Therefore, salespeople must strive to break this passive situation, be good at accepting and skillfully resolving customers' concerns, and let customers buy the goods they want with confidence.