Convincing Customers Depends On A Wealth Of Knowledge.

I often ask students to ask me how to become a student in class.

My own training company employs many young people as training salesmen.

Their customers often ask customers questions for a long time, so they turn the phone over to me because they know that their customers can overcome me without any problems.

So after the call was completed, the list was finalized one hundred percent.

Because my rich knowledge has overwhelmed the customers, and every analysis of marketing difficulties that I put forward by customers have been very clear. Customers feel that it is their honor to invite such trainers to give lectures.

It can be said that customers are persuaded by rich knowledge, and the more knowledgeable, the greater the degree of persuasion.

I also have a graphic design company, the company's leader is my partner, Chu Ying, she has a wealth of marketing knowledge, is a well-known domestic and marketing consultant.

She also understands the business knowledge of graphic design.

Almost all of the clients she spoke of regarded her as an expert consultant. She not only listened to her advice in graphic design, but also consulted her on the development of enterprises and the development of the market.

She told me that she talked about customers like this.

After receiving a client's consultation, she will first look at the customer's website and get a detailed understanding of the company's products, scale and location in the industry.

Then, we will go to the industry website or Google to find out the status quo and competitors of the customers' industry.

According to these circumstances, she gives an analysis to a customer from the aspects of life cycle, market orientation and consumer characteristics of an enterprise, and what kind of style the company's presentation should show in order to meet the current market positioning; what kind of color the company's consumers like, what colors they use, what the company's corporate culture is, so what kind of picture is the cover of the brief presentation?

Often such an analysis, immediately put the aesthetic design from the perspective of communication to the general design company to compare.

Because customers recognized the surplus, they further recognized the strength of the company, which is the power of persuasion of knowledge.

So what do sales managers need?

First of all, we should have product knowledge.

Only by knowing the product can the customer accurately introduce the product.

Not only do you want to read the product manual, but also you need to operate the product in person, or try and eat the product.

If she is a salesperson who sells beauty salons, when she goes to see her clients, let the customer touch her smooth long hair with her own cosmetics, then she will introduce the function of this product to customers, which will make the hair more shiny and customers will believe it very much.

If a salesperson who sells air-conditioners for industrial use, the customer asks how much electricity they consume in a month, and can not answer it.

So, no matter how he says this type of air conditioner saves electricity and energy, customers will not be persuaded! {page_break}

The sales manager should also know about the installation and use of the product.

When customers are still at a strange stage, they often imagine things very complicated. They are afraid of these complex things and give up buying new products.

A client of our company asked us to help design the company's website. A responsible little girl over there must help us to buy the website space, so that we can help her set up the enterprise email.

Later, through communication, she realized that she had never done such things before. She thought they were very complicated and afraid of making mistakes, so please help her.

When we call the network company's telephone and the next post office to remit money, then it will be opened, and then the network company will have someone to provide the related services to explain to her after the whole process, and then she will put her heart down and go to do it happily.

Second, understand enterprise knowledge.

The sales manager is actually the external image ambassador of an enterprise.

No matter how strong the corporate slogan is, if the sales manager is sluggish in front of the customers, the customer will think the company is not good enough to accept the product of the company.

A few months ago, in order to make sales training for Intel, I went to Beijing's Hailong store to investigate the terminal retail of IT products.

I entered the flagship store of Huaqi Information, and looked at several products in the way of customers, inspecting the sales level of guide buyers.

One of the male shopping guide members made a deep impression on me.

He said, "our brand is called patriot. Why do we have this name? It is to carry forward the ambition of our Chinese nation. So we do every product with great care. Our product quality is no more than that of any multinational company.

His words made me respect the patriot and believe in his assurance of quality, because I am also a patriot.

Third, understand industry knowledge.

Each of our enterprises (except monopoly industries) has competitors, and customers will buy three products.

As a salesperson, we should have a wealth of industry knowledge to deal with customers' questions and answer our customers' concerns.

I was a sales director of Korean car washing machine a few years ago.

At one time, I personally received a provincial top customer from Northeast China. He was preparing to be the exclusive distributor in Northeast China.

He was prepared for it, and when he sat down, he threw out several questions aggressively.

"Why does your product sell at a price of 20 thousand, and the homemade products in the market are priced at 8000? Why do you say that your products are so water-saving, so what's the advantage of using the machine to wash the car with water? So expensive products and new working principles, how can we sell it?"

I have prepared well for these questions.

"The price of the product is high. First, it is very water-saving. It is the most water-saving car washing machine on the market. Washing a car needs only a glass of water. Second, its main components are imported in Germany and Japan. The precision can make the equipment life span of 7 years, two times longer than the domestic equipment.

The state has just promulgated regulations on restricting water use for car washing, and water saving is a trend.

The state has policy and financial support for laid-off workers engaged in the environmental protection industry. We can invite banks to make loan support so that laid-off workers can pay in installments.

Zhang boss, do you have any questions?

In my answer, it includes not only the analysis of competitors, but also the control of national policies, and also advising on the sale of his products.

He nodded, relieved all his doubts and signed 100 car washing machines at a time.

Fourth, understand sales knowledge.

Sales is a skill as well as an art.

People who are not trained in sales are generally hard to grow into a sales champion.

Sales training not only teaches us how to contact customers, how to display and explain products to customers, how to deal with customer objections, how to facilitate signing bills, but also lets us learn to analyze the purchasing psychology and characteristics of different personality customers, and suit the remedy to the case.

My sales base has benefited from the complete training of employees when I was in a foreign company.

As the saying goes, the biggest cost of an enterprise is the lack of trained employees.

Now, I have a collective training for my company's salesmen every month, and the business level has been steadily improved, and the volume of business is also rising.

It can be said that the future belongs to knowledge. The more knowledgeable, the more likely to become a sales champion.