The task of selling words is actually to sell a symbolic way to satisfy people's psychology, and this demand is often hidden subconscious. Clever sales speech is aimed at the subconscious of the persuasion object and turns the subconscious into a driving force. In this way, we know that selling beer is actually selling culture, selling Coca-Cola is actually selling vitality and authenticity, and selling lottery tickets and insurance is selling future expectations. According to consumer behavior, consumers' behavior depends largely on their psychological needs hidden in their hearts, and combining sales speech with these psychological needs will impress them and make them change their attitudes.
Sales skill
The first sales conversation: security
People always seek advantages and avoid disadvantages, and inner security is the most basic psychological need. Persuading customers with safety is the most commonly used sales language. This kind of persuasion can be seen everywhere, for example, in the insurance sales speech, it is basically persuaded from the starting point of protection. In the field of automobile sales, if this kind of automobile safety system is very effective to protect the traveling family, it is definitely a strong argument for car buyers. For example, selling a house, telling customers that prices are rising, house prices are rising, and funds are shrinking, is not as safe as investing in a house. Another example is selling equipment. Buying this device can make the customer experience better and attract more customers. If you don't buy, your competitors will buy and take away your customers.
The opposite of security is fear. If security can't impress customers, you might as well scare them with fear. Selling children's intellectual toys says that it is a kind of scare not to let children lose at the starting line; It is also a scare to let customers observe mites in the skin to promote cosmetics; The salesman of an insurance company in Japan used a tape recorder to simulate the conversation between the deceased and Yan, and told the story of being punished for not buying insurance for his family, which was even more frightening. Intimidation may be the most effective means of selling.
The second largest sales speech: sense of value
Everyone wants his personal value to be recognized. In the Wenchuan earthquake, some beggars volunteered to donate money to the disaster area. In addition to kindness, I'm afraid there is a subconscious mind that wants to be recognized by society. Grasping the sense of value is also a key point. To advise you to buy insurance, you can say, "To buy insurance for your family is to buy peace, which is the duty of a father and husband." "After using this equipment, the company's work efficiency will be greatly improved, which shows that you, the director of the equipment department, have a good eye for goods." . Selling Barbecue Machine "When my husband comes back with a tired body, how eager he is to eat a delicious meal, and how happy his husband should be when his wife brings a delicious barbecue?" Ha ha, you say so, I want to despise my wife and not buy it.
The third largest sales talk: self-satisfaction
Self-satisfaction is a higher level demand than personal value. I am not only valuable, but also have my own style and characteristics. This is also a common persuasion point in sales promotion. Buy a car: "This car not only has good performance, but also has a unique shape and smooth lines, which is very suitable for successful people like you." You can say something like this: "When your husband and three or five friends come home, you can cook them the same barbecue as the restaurant, which shows the tricks of your housewife." To the director of the equipment department, you can say, "With this equipment, the company can save 20,000 yuan in one year, and the efficiency will be greatly improved. The boss and colleagues will praise you as an excellent equipment director. "
The fourth selling point: love and affection.
Needless to say, love is the greatest need and desire of human beings, and it should also be the persuasion point of selling words. Do you know who the main audience of boxing matches in the west is? According to the survey, it is an elderly woman. Don't think that you don't need love when you are old. However, taking love as the persuasion point should be strategic, and we can't talk directly, especially if the other party is a woman. Nonsense, either find each other or find each other's boyfriend to smoke. We can't save you. Be good at using words to arouse each other's imagination, such as selling or selling barbecue machines. You can say to her: "On my husband's birthday, create a romantic and warm world for two with red candles and flowers, serve a plate of barbecue and two glasses of red wine, and have a quiet drink for two people." Let your husband taste the mouth-watering barbecue and look at you who is virtuous, beautiful and delicious. What a happy feeling it will be. " Ok, stop (to go on is to find a cigarette) and let the wife imagine for herself. If you can make such a sales pitch, she won't buy it. Tell me I despise her with you. Pro-emotion is another persuasion point in selling words, and everyone needs pro-emotion. For example, is it a promotion or a barbecue machine, which seems to be the same level as today's barbecue machine? Ha ha. You can say to that wife, "On Sunday, when your family was sitting around the table, you served a barbecue with good color and fragrance." The children cheered, the husband praised, and the family was happy. What a wonderful sight! " "
Fifth selling point: sense of dominance
I control my life, and everyone wants to show their dominance. This sense of dominance is not only a kind of control over one's own life, but also a kind of confidence and security in life. This is the hidden demand of people, and it is also the persuasion point of selling words. I remember an interesting promotion case. One day, a gentleman took his wife (let's just say so) to a jewelry store, and they casually browsed a lot of jewelry. At this time, the wife cried gently. It turned out that she found a big diamond ring, which was very beautiful. After the two enjoyed this expensive diamond ring, Mr. Wang's face was slightly reluctant to ask about the price. All this was seen by the quietly observing salesman. The salesman quoted the price briskly, and then said, "This diamond ring was once valued by the prime minister's wife of a big country, but they didn't buy it because it was a bit expensive." "Really?" I saw the gentleman's eyes widen at once. "Is there such a thing?" Mr. Wang asked. The salesman briefly described the scene when the Prime Minister and his wife came to the store that day. After listening cheerfully, Mr. Wang swept away his previous embarrassment, asked a few more questions, and happily bought this diamond ring, his face full of pride.
Many times, people's sense of strength is manifested in the domination of wealth. In this sales promotion case, the salesman skillfully used sales words to meet the demand of dominance, and made the gentleman buy a diamond ring that the Prime Minister's wife could not afford.
The Sixth Sales Speech: Roots.
This is a relatively advanced psychological demand, especially for some middle-aged people who have achieved something and experienced ups and downs, returning to their fundamental feelings is their pursuit. It was a good sales talk for them. This is a psychological need that is difficult to grasp. It is the kind of return to nature after experiencing prosperity, and it is the kind of down-to-earth mentality after vicissitudes. For example, if you buy a car, you can say, "This car is not expensive, but it has good performance. In particular, the appearance of the car is elegant and simple, and the lines are concise and concise, which is just suitable for people who have experienced storms like you.
Seventh Sales Speech: Sense of Belonging
Everyone should have a sense of belonging, otherwise that heart may be in an anxious state. Who am I? What is my group? Which group should I belong to? This is what everyone has to understand all his life. So there are many labels such as successful people, fashionable youth, housewives and petty bourgeoisie. Everyone under each label should have a certain lifestyle, and the goods and consumption they use all show certain sub-cultural characteristics. Combining the product with this label and taking the product as a symbol of the target group is the focus of the sales speech. For example, if you buy a car, you can say to the fashionable youth, "This car is fashionable and dynamic, and it is a sign of cool people." For successful people: "This model is generous, heroic, excellent in performance and fast, and it is the first choice for successful people." For housewives: "that car is easy to operate, safe and comfortable, with a large trunk to put all kinds of things conveniently, suitable for shopping and picking up children." Housewives choose. " It is recommended to add WeChat: caz9 168, and you will have a successful coach in your life.
The Eighth Sales Speech: Immortality
Although life will come to an end, no one will expect that day. Fear of death, fear of getting old, fear of losing face and fear of eternal love constitute people's pursuit of immortality. Some people spend money on fame, some people spend money on health, and some people spend money on face. With this demand, it is also a common way to convince customers with sales words. For example, nutrition propaganda: "it is too early to nourish the body. If the body is damaged or aging, it is too late to make up." This product can comprehensively adjust the mechanism of the body and effectively slow down the aging of various organs. After a long time, you will find yourself younger and better-looking. "
When you associate the product with the immortality he pursues, your sales words will easily impress him.
Sales discourse
1, the belief in success is like an alarm clock in the human brain, which will wake you up when you need it.
2. Stocks go up and down, but stocks marked with confidence will make you go up and down forever.
People who are afraid of their own pain are already suffering because of their own fears.
4. What is failure? Nothing, just a step closer to success; What is success? That is, after all the roads leading to failure, there is only one road left, and that is the road to success.
Success without rejection will not last long.
6. The body is the garden where the spirit lives, and the will is the garden of this garden. Will can not only make the body barren, but also make it fertile through hard work.
7. A firm belief will win strong people and then make them stronger.
8. Knowledge gives people weight, and achievements give people brilliance. Most people just see the glory and don't weigh it.
9. Those who lose money lose little, those who lose health lose much, and those who lose courage lose everything.
10, the firmness of goal is one of the most necessary sources of strength in personality and one of the sharp tools for success. Without it, genius will be in vain in the maze of uncertain contradictions.
1 1. Action is a good medicine to cure fear, and hesitation and procrastination will constantly nourish fear.
No education can compare with adversity.
13, when the external pressure increases, the internal power should be strengthened.
14, it's nothing to go to the bullfight when you're not afraid; It's no big deal not to go to the bullfight when you are afraid; It's really great to go to the bullfight only when you're scared.
15. When you wake up every morning, the biggest asset in your wallet is 24 hours-the raw material in your life universe.
16, let's turn our worries into thinking and planning beforehand!
17, lost money can be recovered, and once it loses credibility, it is difficult to recover it.
18, whether we do it or not, others will laugh. If we don't do it well, we will do it better and give people laughter!
19, success requires cost, and time is also a cost. Cherishing time means saving costs.
20. Dreaming is just a kind of intelligence, and realizing dreams is a kind of ability.
2 1, the lamp of life is lit by enthusiasm, and the boat of life is moving forward by hard work.
22. Sales begin with being rejected by others.