The theme of many companies in selling salesmen skills is "how to sell the comb to the monk" so that they can have the skill of selling the comb to the monk. Coincidentally, after the Spring Festival this year, a friend who did sales work in the IT industry told me that the first thing to go back to work is to organize salesmen to learn from Zhao Benshan and learn from Zhao Benshan. Learn Zhao Benshan's skills of "selling and selling wheelchairs" at the Spring Festival Gala, so that everyone can apply this skill to the actual sales work. I solemnly told him that doing so not only harmed the sales staff, but ultimately hurt the business.
93 years ago, I was engaged in the sale of home appliances. At that time my father asked me anxiously, "do you do not smoke, do not drink and play cards? Can you engage in sales work?" Father's worries were not unreasonable. At that time, people's opinions on salesmen were similar to that of Ah Q old people, who believed that whoever nuns had to do with the monks had a habit of smoking, drinking and playing cards. At that time, I did not have any confidence in whether or not I could do well in my career, because my colleagues were basically "one person who talked for a long time and three words became brothers", but I lacked this ability. In order not to expose this weakness, I never eat and chat in the sales department during the sales process. I visit the market all day (largely to avoid communication), collect market information, and really do what I should do. At the end of the year, my sales volume and the rate of return were far ahead of my colleagues. At the celebration meeting, I was asked to introduce my experience. I said, "no smoking, no drinking, no playing cards." At that time, I didn't understand why. I just felt lucky and felt lucky in my heart.
Later, when I was engaged in the sales of food and beverage, I met a poor person with poor image and language skills when I recruited business people. I did not hesitate to exclude it from the list of candidates. But this brother pursued and insisted on being a salesperson. He stood in front of my room in the evening and did not even walk away. He even wrote a letter of blood. Later, although he worked very hard at his training, his performance was always unsatisfactory. I never liked him, but I felt that his brother's determination was commendable. However, the situation was quite unexpected after being assigned to various markets. The salesmen who had always been optimistic about the initial sales rate, dealer response and task execution were all good, but the customer relationship deteriorated over time. On the contrary, the poor salesperson began to perform mediocre at the beginning, but for a long time, he had deep feelings with the customers. Under the full cooperation of the customers, the market quality and sales performance were among the best. This led to my thinking about sales techniques: is sales skill all powerful? What is the real selling skill? What do we really need in sales?
A flexible, talkative salesperson always feels that he has strong communication skills because he always feels that he is easy to ignore the interests of customers when he is doing sales work. In the specific negotiations, he has a strong ability to express himself, and the flowery words and dryness are constantly flowing. But even though the transaction was completed, the customer went back to think carefully, but he felt that he had suffered a loss. Just like some of our enterprises had asked for "comb to sell monks" when training some salesmen, "monks" bought "comb" under the instigation of the three salesmen of a glib tongue, but after going back to think it over, the result can be imagined, which will inevitably cast a shadow on future cooperation.
Of course, here is not a stick to kill, that is flexible minded, talkative salesperson are all like this, but generally easy to make too much use of smart, self interest, regardless of the interests of customers, resulting in many cooperation risks. Besides, these salesmen are good at developing their personal relationship with their customers because of their strong communication skills. They often eat together, drink together or even work together with Cara OK, so that customers can spend money frequently and think they are strong in their own abilities. "How good the relationship between customers and me is!" In fact, customers ask you to eat and drink is not a good relationship with you, but to ask or think, after eating the customer is to account. Take the short hand and eat the soft mouth of others, because the relationship is too close, once the money is encountered and the relevant policies are implemented, it can not be carried out righteously. And although the customers are laughing at the surface, they are very disdain for such salesmen. This is why these salesmen are good at selling quality at the beginning.
A salesperson with relatively poor communication skills has one characteristic, that is, to do more and speak less, and not to reach an excessive intimate relationship with customers. Because they do not like social activities, they seldom eat and drink at their customers, and do more work. They also solve many practical problems for the customers. Although it seems that there is no harmonious relationship between the salesmen and the customers, the customers are very respectful of this salesperson. Because for customers, the key is whether you can make him earn money, not how many beautiful words he can say. Of course, I do not mean to say no communication skills, but as an excellent salesperson, we must understand what the real needs of customers are, and never simply forget the fundamentals of selling skills. There is not much mental retardation in the world, the effectiveness of technology is only temporary, and only sincere help to customers is long.
Following this practical experience, when I was a manager of a company branch, I did not emphasize too much on the so-called sales skills when training salesmen, but from the perspective of empathy, let salesmen make their own customers once and for all, let me know what kind of salesperson they would like and what behaviors they would hate if they were a dealer. How do sales staff make customers move from their hearts and really feel a sense of respect? How to do it will make the dealer laugh at each other's face. After carrying out a thorough transposition training, I know that these fighters can go to war.
As the saying goes: the upper beam is not right, the lower beam is crooked. We know that only if we practise the principle of transposition thinking in practice, can the whole sales team really realize the benefits of this principle. When we patrol the market, we often visit the market as soon as we get off the market. When we visit the market, we listen to the salesmen and communicate with our customers. We can solve the problems immediately and solve them without delay. The problems that we can not solve temporarily will give customers a reply in time. We will never eat a meal at the customers' place. The customers will really stay. We will honestly tell you that the market has not been fully opened yet, and you haven't made much money on this product, so that we can make money later, and then we'll have dinner and drink the wine of celebration. Customers often say that we are not interesting enough to despise this "cold house", but we know that customers respect us from the bottom of their hearts. If we really live and eat a banquet, then Cara OK will cost more than half of the profits of the customers. Although the customers are brothers, they will settle accounts at home in the evening.
In the heat of July and August, we sat naked in a mini van without air conditioning. When we arrived at the customer's desk, we changed into neat clothes and solved the problem. We rushed to the next area immediately. When we had the most travel time, we ran nearly 900 kilometers a day, leaving at 4 a.m. and returning to the branch office at 3:30 in the evening. Following all the principles for the sake of customers, the result is that the sales of two provincial markets under my jurisdiction in the past 98 years account for 2/3 of the total sales of the company, and there is not a single cent in arrears. However, this is not beyond our expectation. We never have any personal relationship with our customers, nor are we very familiar with it. But through our work attitude and action, let our customers win profits, let customers feel comfortable with us, save worry and be simple, and let the customers respect us more and more from inside. Then what other gap can we get between our customers and customers?
Kaiser had once mentioned to his son the four advantages that a person must possess: intelligence, integrity, professionalism and self-discipline. I think it also has a lot of reference for salesmen.
作為一個優秀的銷售人員，首先必須是一個充滿智慧的人，很多人將智慧與聰明混為一談，其實是一個誤解，智慧是一種內斂的聰明，就象一般水平的武林高手總是目露精光、太陽穴高高鼓起，而真正的頂尖高手卻神光內斂一樣，智慧就是站在一定的高度上的聰明，充滿智慧的銷售人員決不會計較一城一池的得失，智慧的銷售人員從來不把客戶當成傻子或敵人，但卻能著眼全局，權衡得失，防患于未然，正因為智慧的銷售人員能從全局的角度去考慮問題，所以就不會做出把梳子賣給和尚這種看似聰明實則愚蠢的短期行為，久而久之，客戶對其完全信賴，不會對其產生防范心理，相互間的合作也就進入了良性的質態。
A good salesperson must also be an upright person. If he always has evil thoughts, he will leave himself hidden trouble, because the salesperson is studying the sales staff when he studies his customers. As the saying goes, flies do not stare at the seamless eggs. If we are evil at heart and behave in the work, customers will also be in a bad mood, and a series of hidden dangers and troubles will follow.
Profession is the foundation of an excellent salesperson. In February of this year, I went back to my hometown in Jiangsu for a spring festival. I visited some former senior colleagues in shopping malls, supermarkets and wholesale companies. I did not see them for seven or eight years, but I changed a lot. Some of them were booming. Some of them were in great decline. They were all the top suppliers in 70s and 80s. They talked a thousand words and ran across thousands of mountains and rivers. The customers' network was spread all over the country, and the feelings of their customers were very deep. Now a large part of people feel that they will not do business. I know they are not modest, but from their inner feelings. I heard a client tell an old leader of mine: Although we are friends in distress, our company also needs to eat. The reality of the whole industry is that in 80s, the members of the whole industry were mainly state-owned companies. As long as they were good at public relations, they were good at public relations and good at contacting their customers' feelings. Sometimes customers held their business in a way that was not their own state of mind. At that time, the relationship and sentiment were the key to the sales business. In the middle of 90s, the state owned commercial channels suffered heavy losses, and the private commercial channels all over the place were rising. "Eating to eat" became the main theme. At this time, "professionalism" became the key to sales personnel. You can't say 1234 to the market, you don't have a deep understanding of the market, you can't effectively guide and assist customers to open up the market, you have good relationship with customers, and your relationship is good. A very simple and simple "to eat" out of the present.
Self discipline is particularly important in the current market environment for sales personnel. If you are smart and professional, you will leave hidden trouble if you do not know how to discipline yourself. Self discipline is not the so-called economy, but the ability to resist all kinds of temptations in the current market environment. The nomadic people in the working environment of other cities have some common characteristics: far away from family and friends (loneliness), away from the company headquarters (helplessness), carrying out interest exchange (hypocrisy) every day, facing various factors such as products, market demands (pressure), repeating the same work (monotonous) every day, and other negative factors. Under the influence of these negative factors, salesmen's work emotions and state will have various ups and downs, and most likely lack self-discipline and fall into various temptations, resulting in corresponding fluctuations and changes in market work. In such an environment, excluding some objective factors and large market environment of the market, these fluctuations and changes determine the market performance and sales situation of the market. Generally speaking, salesmen are always outside. If we can achieve self-discipline, we can control all kinds of temptations and adjust our mental state.
Through years of observation and sales practice, we can divide the salesman's work quality into three levels.
First, the lower sales level: only consider the interests of one mu three points, do not take into account the actual difficulties of customers, rush to roar all day to increase the volume of customers, and do not consider the amount of sales we should do for customers. I once saw a branch manager hand over the money that the customer miscalculated the account to pay more, and the company not only immediately advised the customer to return the customer's overpayment, but also commended the behavior, which was to safeguard the interests of the company. Now that the enterprise is at its last gasp, I don't know whether they finally understand what the company's interests are.
Two, medium sale level: know how to cover up oneself, often hypocritically care for customers, visit the market like a dragonfly, formalism, walk around, use sweet words and communication skills to form traps, trick customers into submission, gain benefits secretly secretly pleased. This sales level is more common, generally good at the beginning, but the rabbit tail can not grow, because through long-term contacts customers will eventually see through this hypocritical face, and take control measures, sales will inevitably be a crisis.
Three, the first-class sales level: just like the highest level of recruitment without merit, sales personnel have no sales skills, and some are just sincere and action to help customers succeed. They always insist on starting from the interests of their customers, helping customers to gain benefits, and at the same time, do not forget the company's interests, professionalism, professionalism and integrity. They have won the respect from their customers. Even if the sales level is difficult in the short term, the customers will not abandon the company, even will sacrifice their own interests to help enterprises and share the difficulties with the company.
Sales work has been done for many years, and many real friends have been handed over. Many customers have maintained close ties with us without interest. I know that this is not what sales skills are at work, but what we really think of for customers. However, in today's increasingly fierce market competition, many companies and even professional training companies are selling sales skills training for salesmen when the theme is "how to sell the comb to monks", so that they can have the skills of selling the comb to monks, and the result will inevitably mislead salesmen. Coincidentally, after the Spring Festival this year, a friend who worked as a sales manager in the IT industry told me that the first thing to do is to organize salesmen to learn Zhao Benshan and learn from Zhao Benshan. Learn Zhao Benshan's skills of "selling and selling wheelchairs" at the Spring Festival Gala, so that everyone can apply this skill to the actual sales work. I solemnly told him that doing so not only harmed the sales staff, but also eventually hurt the business, not sincerely for the sake of customers, and regarded clients as the object of wits, no matter how professional their sales skills were and how strong their communication skills were, they would eventually fail. He who makes others a fool is a real fool.
Of course, we do not mean that sales skills are useless or sales skills are harmful. Just as kitchen knives can kill vegetables and kill people, the key is how we use them. If we always think about how to sell combs to monks and sell them to wheelchairs and wheelchairs to healthy people, we will be left with endless hidden dangers, whether for companies or individuals. If we can be smart, honest, professional, self-discipline, forget the so-called sales skills, always think about the interests of customers and companies, and always be able to think in a customer's perspective, whether it's your company or your individual, it will go smoothly.
