Marketing: Let Customers Understand Your Language.

Out of Occupation Habit, I often like to go to the supermarket. One day, when I went to the supermarket to sell sanitary napkins, I happened to meet a manufacturer of sanitary napkins and guide buyers to two young female customers. Promote Tampon. The following is a record of their dialogues.

Shopping guide: "Miss, do you want to buy sanitary napkins?"

Two female customers smiled at the guide.

The shopping guide picked up a sanitary towel and went to the female customer. "Try this sanitary towel. This is a sanitary towel containing tea chlor. It is a patented product just listed by our company. Our products are different from other products. The first difference is that they contain tea. The second difference is the use of Sumitomo Japan polymer; the third point is the middle bulge, the use of dry paper; the fourth point is the self-test card; the fifth point is the addition of aloe vera; Sixth point difference is detected by the drug development center of Zhongshan University; seventh is... The two female customers have hurried away without waiting for the guide.

I don't know if the guide is reviewing her own sales language. Anyway, I look at it as an onlooker. The two female customers should not understand the salesperson's sales language. Because of the terms "tea, aloe, test cards and Sumitomo", I believe that few female customers can understand their functions. This is the terminology used by experts, not the popular language used by customers.

Coincidentally, a paper making enterprise in Guangxi launched a kind of toilet paper called "chlorine free bleaching" in the past few years. When I saw this product, I found the company very creative, but when it was seen that it was called "no element chlorine bleach paper", it was hard for consumers to understand the meaning and function of "no element chlorine bleaching". If the name is not regular, it is not smooth. If the word is not right, the meaning is not enough. For professional needs, I told my thoughts and concerns to the leader of the company's sales management: This is not the "paper" that the customer wants. Customers do not know what "no element chlorine bleaching" means. They do not have such professional cultural level. I suggest that we should change the way of saying it to the language that customers can understand. Unfortunately, I have recently seen these products in the factory and found that they are still using the "no element chlorine bleach paper". On the contrary, the advertising words of "good family style" toilet paper produced by Guangzhou Shi Mei company are easy to understand and interesting. "Sweating all over, not rubbing hard", "good paper is like cotton". Advertisement Although the language is ordinary, it is the language of consumers, which is consistent with the language form to be expressed in the promotion process.

In fact, I don't think that the sales language of words is not enough. I think a lot of salesmen have such a common problem, especially the new salesmen who believe that the more professional terms, the more they can show their cultural level and give customers a better impression. But in fact, the more language and familiar language that customers can understand, the more they can win customers' goodwill and stir up customers' desire to buy. So, how can we use good customer language to promote sales in the sales process? {page_break}

First of all, to understand the real needs of customers is the starting point of all sales work. All sales language and sales behavior should be centered around this center. For example, the two girls in front of the sanitary napkin hang around, and we can tell that they should be rushing to buy sanitary napkins. At this time, experienced shopping guides will analyze the girl's personality, preferences and purchase characteristics according to the girl's eye characteristics, dress, behavior and so on. By asking and guiding, the two girls need to buy sanitary napkins, ask what brand of sanitary napkins they used to wear, how to request sanitary napkins, whether they want to change brands, and whether they can consider conversion brands, etc., which can be concluded by observing, asking, guiding, analyzing and summarizing five stages, so as to further develop the next offensive.

Second, use the topic of interest. Everyone has their favorite topics, some people like singing, some like dancing, others like calligraphy and painting, some like shopping, others like surfing the Internet, others like playing mahjong. There are many different styles. Everyone likes to talk about things they are interested in, and avoid topics that they are not interested in. Talking about topics of interest can reveal a person's hobbies and personalities at once, and topics of interest can narrow the distance between them. For example, the shopping guide can use the consultation method to cut through: "Miss, do you need me to introduce the correct use of sanitary napkins?" "do you know what to choose from sanitary napkins?" "do you know what matters should be noted when using sanitary napkins?" I believe these topics should be very interesting for girls who want to buy sanitary napkins, because every girl will not care about their physical hygiene and physical health.

Once again, guide customers to speak out. I am familiar with the fact that salespeople are eloquent and endless, for fear that customers can not hear or understand, and that they are afraid that they are not. In fact, excellent salesmen can guide customers to speak out. They seldom replace customers themselves, but instead call customers instead of themselves, and sell themselves instead of themselves. Of course, the customer's decision for himself is certain and must be undeniable. For example, "boss, I would like to ask a question. What problems should a boss like you choose when choosing a brand?" when the boss hears others to consult him, they usually modestly answer the questions you want to ask, then the salesman will take the opportunity to guide the topic to his own needs. In fact, the boss will unconsciously tell his worries and worries, and the salesperson will also take the opportunity to remove the worries and worries of the boss. Promotion is a process to relieve guests' doubts and worries. In this process, how to draw the guests' doubts and responsibilities is the key.

Finally, let the customer understand your language. Even if you can't guide the customer to speak out, you must be able to understand yourself. This is the most basic principle and basic knowledge of promotion. If the customer doesn't even understand what you say, then he won't make a deal with you. Do not understand your words, this is not a customer's fault, but your own fault, the fault is that you have not really understood the customer, do not know what the customer wants, or your expression can not. Actually, there are two problems, the first is the customer level, and the other is the language problem. The question of level is just like that you can't talk about the topics of 60s and 70s with the post-80s and 90s, nor can you talk about the topic of the young people with the old woman or the elder. The question of language is whether customers can understand what you say, whether your expression is smooth or not. Therefore, when speaking with different customers, salesmen should seriously select suitable language for customers. However, the mistake that salesmen often make is that they are using the technical terms and nouns to introduce products to customers, just like the guide salesmen in the above examples. Another salesperson is to endorse the company's sales manuals directly, without paying any attention to the customers, and whether or not the customers can understand them, and whether the customers standing in front of them are listening. This is contrary to the sales principles, and is not sold in accordance with the client language.