Why not introduce Harry, the author of this book? Harry J.Friedman, founder and CEO of Friedman Group, is an internationally renowned retail authority; He is the most popular speaker in the field of retail and operation management. More than 500,000 retailers have used the high-performance sales training system initiated by him, including Neiman Marcus *, an American luxury chain, Cartier, a world-renowned high-end brand, Herman *, a pioneer of functional sofa, and Godiva, a Belgian high-end chocolate brand.
This is what a salesperson should have most.
This book mainly introduces eight key steps. The so-called golden rules, then let's see, what do these golden rules say?
1, remember the price, product features and selling points. It is the embodiment of professional accomplishment.
2. Know your competitors. Reflect professionalism.
Break the deadlock first. Forget about money, the business is starting. Do not conflict with customers. Open the customer's chatterbox and make the customer willing to chat with you. Talk about children, cars, personalized clothes, news, holidays.
Build trust with customers. Ask questions with 5W2H (this is a cliche).
Another trick: ask, answer and praise. Let's focus on this.
Salesman (Q): What do you want to buy today?
Guest (a): I want to choose a gift for my husband.
Salesman (praise): You are so thoughtful. It's interesting to choose gifts. Where are you going to use your gift?
Guest (a): For our 25th anniversary.
Salesman (likes it) Congratulations, what a great achievement. It's great to celebrate the 25th anniversary. ...
This question-and-answer mode has quickly narrowed the distance with people. It is also very important in our daily life. Every question has positive feedback and response.
Friedman believes that every salesperson needs to have the temperament of an artist.
Why? Because product display is display, that is, display time. There is a problem here. You must like what you recommend to customers, because salespeople are more likely to be numb than customers, and it is easier to ignore the advantages and selling points of products. So no matter how many pieces of this thing you sell, you still have to show it to your customers like a baby. You are more excited than your customers. With customers, let customers participate and experience. Full of mystery, assuming that the customer already has this thing, all the words are based on the customer's feelings after having it, increasing the sense of bringing in and the sense of situation.
Customers are not worried about buying expensive things, but only about buying worthless things. Explain the selling point of the product with FABG.
What is FABG? F is a feature, a feature. A is an advantage, an advantage. B is the benefit, it is the value of this thing to you. G is a rhetorical question. Why do you ask? Of course, it is the interaction with customers and is recognized.
F: This pair of shoes is made of imported calf leather, which is a feature. Answer: Its advantage is good air permeability and not easy to deform. This is its advantage. B: So how does this feature affect you? It's just comfortable on your feet. It is important for us to buy shoes comfortably. G: Don't you think so? This is the application of FABG.
Stimulate customers' desire to own goods
There are many ways to try to close the deal: the most effective way to close the deal is to make extra sales for him. For example, customers take a fancy to this sofa and feel very good. The client hasn't asked for a sofa yet, so you are in a hurry. Of course, you want customers to take the initiative to say, come and help me with my bag, but customers never say, what do you do at this time? You have to tell him that this coffee table matches this sofa very well, and this color is also matched by the master. Can I wrap this pattern for you? The customer said, forget the coffee table. I don't want this sofa. The sofa was sold at this time.
In the process of sales, customers will have different opinions at any time, feel expensive, don't like it, and walk away. When there is any objection, listen to the customer's objection. Don't argue with customers, listen patiently and admit it properly. If you go against the customer and say something to him, then the customer will find all kinds of reasons to go against you.
Understand the customer's feelings, but don't have to agree with the customer's objections.
Problem detection. Why not buy it? Customers want recognition and support from third parties and experts.
It is also common for customers to bring experts and staff in the sales process. They will pretend to understand and say something semi-expert, but it will make customers hesitate. At this time, we can use the FABG method just now. FAB customers say to customers that G asks the experts or consultants brought by customers.
For example, this car is turbocharged and will be very fast. Then when you get on this car, you will have a very obvious feeling of pushing your back. (This is FAB), then turn to the expert and ask, do you actually know this? You must understand this, right (This is G), when you say a very professional sentence, then treat him as an expert and seek approval. In fact, no matter whether he understands or not, he can only nod, making you feel that he is a professional.
In fact, it is equivalent to what we often call forced links. Promote the transaction through substitution, rhetorical question, third-party quotation, hypothetical transaction and transfer sales.
Don't discount easily.
A person is safe, and everyone wants his shopping decision to be recognized. When the customer is convinced that the purchase decision is correct and can be appreciated by others, the customer feels that he has bought the right one. Let the closing customers bring new customers. Invite customers to come again, and you will become friends.
Issue an appropriate invitation. Let customers remember you. Make customers your loyal followers. Create a customer handbook.
Let's see what kind of inspiration we can bring. There are good cases, and everyone is welcome to give me feedback.
Ok, may good books are shared here. Children's shoes interested in the content can buy books to read in detail. I sincerely hope this book can bring you wealth and improve your performance.
Ok, bye. See you next time.