1) Let the customer fully express his objection.
Even if you know what he will say next, don't try to interrupt him. No buyer likes a clever salesman.
A shopping guide must first overcome all the fears related to sales and not be afraid of customers' complaints. As long as we hold the attitude of helping others, we can not only enhance our self-confidence, but also effectively reduce our fears. Even if you introduce products to customers, you won't feel too depressed when they refuse. The reason why customers refuse may be that they don't know much about your products, or the angle recommended by the shopping guide is not good enough, but it is important for the sales staff to sum up their experience from the failure in time so as to better explain the next step.
Having said so many sales skills, it finally boils down to two words "mentality". Mentality is more important than skill, and what kind of mentality will produce what kind of behavior. Salespeople must cultivate their own good professional ethics. Smart people are not necessarily the most successful. Only sincerity, enthusiasm, diligence and your professional level can help you improve your performance and get more opportunities.
To successfully handle customer complaints, we must first find the most appropriate way to communicate with customers.
Many customer service managers will feel this way, and customers will show emotion, anger and even scold you when complaining. At this point, you have to understand that this is actually a vent. By venting their grievances and dissatisfaction, customers' melancholy or unhappy emotions can be released and alleviated, thus maintaining psychological balance. At this point, what customers want most is sympathy, respect and attention. You should apologize to them immediately and take corresponding measures.
2) Start by listening.
Listening is the premise of solving problems. When listening to customers' complaints, we should not only listen to what he said, but also pay attention to his tone and volume, which will help us understand the inner feelings behind customers' language. By listening, help customers clearly state their views with appropriate questions at the right time, and then sincerely answer each other's objections. Remember never to interrupt the customer, which is the first thing to remember when dealing with the customer's purchase objection. At the same time, through explanation and clarification, make sure that you really understand the customer's problems.
"Mr. Wang, let's see if my understanding is correct. You mean, you bought our mobile phone a month ago, but found that it sometimes crashes for no reason. You tested it in our mobile phone repair center, and there is nothing wrong with it. Now, this phenomenon is happening again. You are very dissatisfied and ask us to replace your product. " You must clarify to the customer: "Do I understand what you mean?"
Listen carefully to the customer, explain what he said to the customer and ask if our understanding is correct. These are your sincerity and respect for the customer. At the same time, it also gives customers an opportunity to reiterate that they have not expressed their clear intentions.
3) identify with customers' feelings
When customers complain, they will show annoyance, disappointment, discouragement and anger. You shouldn't interpret these expressions as personal dissatisfaction with you. Especially when customers are angry, you may think, "I have such a good attitude, why are you angry with me?" You know, angry emotions are usually subconsciously vented through a carrier. If you step on a stone, you will be angry with it and kick it away, even though it is not the fault of the stone. Therefore, customers just regard you as an object of venting.
The customer's emotion is completely justified, which deserves great attention and the most rapid and reasonable solution. So you should let the customer know that you understand his feelings very well and care about his problems:
"Mr. Wang, I'm sorry to make you feel unhappy. I understand how you feel at this time. "
Whether the customer is always right or not, at least in the customer's world, his emotions and demands are real. Only by keeping pace with the customer's world can the customer service manager truly understand his problems and find the most appropriate way to communicate with him, thus laying the foundation for successful complaint handling.
4) Guide customers' thoughts
When we say sorry, we sometimes feel uncomfortable, because it seems to admit that we are wrong. In fact, "sorry" or "sorry" does not necessarily mean that you or the company made a mistake, but mainly shows your regret and sympathy for the unpleasant experience of customers. Don't worry about customers getting tougher because of your approval. Recognition will only lead customers to think about solutions. At the same time, we can also use some methods to guide customers' thoughts and resolve their anger:
1. "When" question
An angry person who adds fuel to the fire cannot enter the situation of "solving problems" The first thing we should do is to gradually reduce each other's anger. For those unpleasant complaints, we should use some "when" questions to dilute the negative elements.
Customer: "You are messing around, and your irresponsibility has led to today's mess!" " "
Account Manager: "When did you start to feel that our service failed to solve this problem for you in time?"
And the inappropriate reaction we are used to: "How did we fool around? What does this mess have to do with us? "
Change the subject
When the other party keeps getting angry and accusing according to their own ideas, they can seize some slightly related content to reverse the direction and ease the atmosphere.
Customer: "You have completely disrupted my life. Your life is certainly better, but I am still old and young! " "
Account manager: "I understand you. How old is your child? "
Customer: "hmm ... six and a half years old."
3. Clearance turning
Stop the conversation temporarily, especially if you still need to find someone who has the right to make some decisions or make some changes:
"Wait a minute, I'll ask the senior leaders what else we can do to solve this problem."
4. In view of various constraints
Sometimes, despite your many attempts, the other person will speak ill of you and even disrespect your personality. You can take a more firm attitude to limit each other:
"Mr Wang, I really want to help you. But if you keep being so emotional, I'll have to ask you out again. What do you think? "
5) Offer help.
"Let me see what I can do for you. I am willing to solve the problem for you. "
As mentioned above, when customers pay attention to solving problems, the customer service manager should be considerate and helpful, which will naturally make customers feel safe, thus further eliminating opposing feelings and forming a sense of dependence.
solve problems
In order to deal with customer complaints, every company should have various plans or solutions. Customer service managers should pay attention to the following points when providing solutions:
Provide customers with choices. Usually, the solution to the problem is not unique. Providing customers with choices will make them feel respected. At the same time, the solutions selected by customers will get more recognition and cooperation from customers when they are implemented.
Make honest promises to customers. Because some problems are complicated or special, the customer service manager is not sure how to solve them for customers. If you are not sure, don't make any promises to customers. Tell the customer honestly that you will try your best to find a solution, but it will take a little time, and then make an appointment to give the customer an answer. You must make sure to reply to customers on time. Even if you still can't solve the problem by then, you should explain the progress of the problem to the customer and reschedule the reply time. Your honesty will be more easily respected by customers.
Give some compensation to customers appropriately. In order to make up for some mistakes in the company's operation, in addition to solving problems, we can also give customers some extra compensation. Many enterprises will give certain authorization to customer service managers to deal with such problems flexibly. But it should be noted that after the problem is solved, we must improve our work to avoid similar problems in the future. Some departments dealing with complaints, when they have complaints, first think of using small favors to appease people's hearts, or must rely on complaints to give customers the benefits they deserve, which can not fundamentally reduce the occurrence of such problems.
Customers want to buy your products, but they don't want to be pushed around by you, so when they don't understand why the products you provide can meet their needs, they will raise all kinds of questions and objections, especially the decision makers of industrial products sales customers, which is very risky to buy. If you can't answer the customer's questions correctly and eliminate the customer's objections, you can't successfully conclude the transaction at all.
1. Prepare in advance.
"Never fight an unprepared battle" is the basic principle that salespeople should follow when overcoming customer objections. Before leaving the job, the salesperson should list all kinds of objections that the customer may raise, and then consider a perfect answer. In the face of customers' objections, you can make some preparations in advance and deal with them calmly, otherwise you may panic and be at a loss, or you may not be able to give customers a satisfactory answer to convince them. Many enterprises in foreign countries (especially the United States and Canada) often organize some experts to collect customers' objections, formulate standard response terms, and require sales personnel to remember and use them. In practice, it is an effective method to compile standard response clauses, and the specific steps are as follows:
Step 1: Write down the customer objections you encounter every day.
The second step: classified statistics, sorted by frequency of occurrence, and the objection with the highest frequency ranked first.
Step 3: Prepare appropriate response terms in the form of collective discussion, and write and sort them out in written form.
Step 4: Please keep it in mind.
Step 5: The old salesperson plays the customer, and everyone takes turns to practice the standard response terms.
Step 6: Revise and improve the deficiencies found in practice through discussion.
Step 7: Rehearse the revised reply terms and finalize them for future use. It's best to print a booklet and send it to everyone for reading at any time, so that you can use it freely and blurt it out.
2. Choose the right time.
In most cases, as long as customers raise objections, they should reply immediately, which can enhance customers' confidence in salesmen and products. But this does not mean that all the objections of customers are treated equally. For some false objections that have nothing to do with the transaction, we should avoid them and leave no trace. When customers raise objections that the price is too early or some salesmen can't answer for the time being, we can postpone the handling, give customers the opportunity to accept new information and give ourselves some buffer time.
An authoritative organization in the United States, through the study of thousands of salespeople, found that the probability of excellent salespeople encountering serious objections from customers is only one tenth, mainly because excellent salespeople can not only give satisfactory answers to customers' objections, but also choose the right time to reply. It can be said that salespeople who know when to answer customer objections will achieve greater results. There are four situations in which salespeople choose to answer customer objections:
Answer the customer's objections before they are raised. Nip in the bud is the best way to eliminate customer objections. Salespeople are aware that customers will raise some objections, and it is best to raise and explain them before customers raise them. This will enable the sales staff to take the initiative and avoid unhappiness caused by correcting customers' opinions or refuting customers' opinions. It is entirely possible for the salesperson to anticipate the customer's objection and deal with it first, because the customer's objection has certain regularity. For example, when a salesperson talks about the advantages of a product, the customer is likely to ponder the problem from the worst aspect; Sometimes, customers don't raise objections, but their expressions, actions, wording and tone may be revealed, and salespeople can answer first when they notice this change.
Answer immediately after raising an objection. Most objections need to be answered immediately, which can not only encourage customers to buy, but also show respect for customers.
Answer it later. The following objections require the salesperson to keep silent temporarily: when the objection appears ambiguous, vague and puzzling; When the objection is obviously untenable and self-defeating; When the objection cannot be defended in a few words; When the objection exceeds the ability level of the salesperson; When the objection involves deep professional knowledge, it is not easy for the customer to understand it immediately ... It is unwise to rush to answer the objection of the customer. Experience shows that it is better to answer one question calmly than to answer ten questions wrong in a hurry.
There is no answer. Many objections don't need to be answered, such as strange ideas that can't be answered, controversial topics, nonsense, jokes that can be laughed off, irrefutable correctness of objections, and knowingly attacks. Salespeople can adopt the following handling skills: silence; Pretend not to hear, go on according to your own ideas; Answer irrelevant questions and quietly turn the other side's topic; The joke is humorous, but it has no result.
3. We should predict and prepare the customer's objections. Careful analysis of objections, your estimation of objections, and how to deal with these objections can make you calmly respond to customer objections in the right way. For example, many companies have a standard answer to the objections that customers often raise, and it is an excellent preparation to ask the sales staff to know it by heart.
Understand the customer's objections: real objections (the real needs of customers); False objection (customers use excuses and perfunctory ways to deal with salespeople in order not to make a deal with you); Implicit objection (apparent objection is only to cover up its real objection, for example, customers want to reduce the price, but they raise other objections such as quality, payment and delivery)
After the customer raises an objection, the objection should be carefully analyzed first. There are various types and sources of objections, which represent different psychological states of customers. Only by correctly understanding and judging the content and nature of the customer's objections can we deal with the objections in a targeted manner.
According to different nature, customer objections are divided into related objections and irrelevant objections. The objection is related to the success of the promotion. It is the true and negative views of customers on salesmen and products, and it is a huge obstacle to the success of promotion, which must be taken seriously and dealt with effectively. Irrelevant objections have nothing to do with the success of the promotion. They are all excuses and reasons made up by customers for refusing to buy. They are not the real thoughts of customers, and even if they are handled, they will not help the transaction. This kind of objection salesman can completely ignore it.
Customer objections can be divided into valid objections and invalid objections according to different contents. Effective objections are some correct views and opinions put forward by customers. For example, if a customer claims that the product is expensive, and your product is indeed the highest of its kind, this objection must be handled; Invalid objection is the incorrect view of the product put forward by the customer out of ignorance, misunderstanding and prejudice, which is invalid for the salesperson, but it is the real idea of the customer and must be dealt with, and the method should be different from the effective objection.
4. Leave customers with "face"
Salespeople should respect customers' opinions. No matter whether the customer's opinion is right or wrong, profound or naive, the salesperson can't show contempt (such as impatience, contempt, distraction, looking around, sulking and drooping). Salespeople should look customers in the eyes and show their concentration with a smile on their faces. Moreover, the salesperson can't say to the customer in a blunt tone: "You are wrong" or "You don't even understand this"; It doesn't seem to know more than the customer: "Let me explain it to you …" You don't understand what I mean, I mean … these statements obviously raise themselves, belittle the customer and hurt the customer's self-esteem.
5. Avoid arguing with customers. No matter how criticized by customers, salespeople should never argue with customers, because arguing is not a good way to convince customers. As a philosopher said, "you can't persuade a person to like beer by arguing." When arguing with customers, it is always the salespeople who fail. A sales jargon is: "The cheaper the argument, the bigger the loss."
Argument is a taboo in sales promotion. Listen carefully-after listening to the customer's objection: don't interrupt the customer to grab the topic. It seems that he won't buy my product unless he proves the customer wrong. Remember, real objections can help you reveal the real needs of customers. Never argue with customers in a rage. Salespeople always don't argue with customers. If the customer has any objection, you should immediately respond in a positive tone: procrastination or silence may arouse the customer's suspicion and think that you are hiding something. However, for the price objection, it is necessary to delay the answer before showing the functional advantages of the product to customers.
In addition, in the sales of industrial products, sales personnel should give professional answers to objections from product characteristics and technical indicators in a positive tone. Because industrial product salesmen often face customers' engineers and technicians, they prefer to ask questions about the product itself, such as performance parameters and structure. If you don't know, the success rate of business will be greatly reduced.
As subjects with different interests, salespeople and customers will inevitably have various contradictions in the negotiation process, especially in the process of handling objections. When answering customers' questions or objections, sometimes you will find yourself arguing with customers unconsciously, and the atmosphere is quite intense. At this time, you should remember: keep a positive attitude and gesture language: respond to customers' objections with a smile, even if it is a competitor's lie. No matter how the customer refutes you and confronts you, you should be calm, avoid arguing with him and don't give him a sense of failure and conflict. The winner of an argument is always the loser in business.
6. Establish an expert image: patients have little objection to doctors when they see a doctor and take medicine. If industrial product salesmen can establish the image of technical experts in the industry, the credibility and authority of handling customers' objections to products will be greatly enhanced, which also requires industrial product salesmen not only to know sales skills, but also to be proficient in technology and product knowledge.
—— Quoted from the Marketing Encyclopedia of Yanbian People's Publishing House.