"The Wolf of Wall Street" is Leonardo's main movie. It tells the story of Wall Street legend Jordan Belfort. He amassed an astonishing wealth at a young age and through various Make money through both bright and dishonest means. I watched this movie a few years ago, but recently I discovered that what impressed me most was not his legendary life and the scale of the movie, but a small scene that echoed the beginning and end of the movie.
The character played by Leonardo was just starting out. He recruited some friends to start a company with him, and earned high commissions by selling junk stocks over the phone. At the dinner table, he taught his friend how to do a good job in sales. He took out a pen and asked his friend to try to sell him the pen. At that time, I was also thinking together, if it was me, how should I sell the pen to him? Should I brag about how well made this pen is? Or should I say that this pen was used by a celebrity? Just a few seconds later, the movie gave me a seemingly sudden answer. His friend said: "Can you please sign your name for me?"
It only used one sentence, And this sentence did not mention this pen at all, nor did it mention the words buy or sell. At that time, I thought, this guy is really a genius! Then I started thinking, why can't I think like him? Is selling something really that simple? What is the essence of selling? Below are some of the opinions I came up with from my random thoughts. I wrote them down to share and discuss with everyone.
I think there are three realms of sales
The first realm is to discover demand. Let’s use the example of selling a pen just now. We want to sell this pen. , we have to think, who would need such a pen? It could be a teacher who needs to grade homework, a writer who needs to write an article, or a designer who needs to draw a blueprint. Then we have a target group. We will take this pen to find our key promotion targets and recommend our products to them. However, in such a competitive market, almost everyone knows how to discover needs, and it has become a skill that a qualified salesperson must master. Just mastering this point will make it difficult to stand out from the crowd. Then there is the second realm
The second realm is to create demand. This is how to sell this pen in The Wolf of Wall Street. Maybe you are not a teacher or a writer, so in your daily life I rarely use a pen, so you don’t have such a need. Well, since you don’t have one, I will create one for you. I want you to sign for me. To sign, you need a pen, so that we can Now that I have a valid reason to sell you the pen, you have a valid reason to consider my offer. Of course, the real situation is a little more complicated than the small example in the movie. You'd better not let the buyer know that you created the demand.
The third realm is to guide demand, and we also use selling pens as an example. Maybe this time we want to sell pens to a primary school student, and he may tell you that it is no longer necessary. My father has already given it to me. I have made many purchases. Indeed, although he has a need in this regard, this need has been met by others. So what should we do? At this time, first of all, our product must be good enough, and then what we need is a little patience and flexible thinking. We can say to the children, if we don’t want to sell it, I will give this pen to you! In this case, most people will choose to accept it. It is human nature to seek advantages and avoid disadvantages. Next, we will continue to give gifts until he has no other pens bought by his father. They are all pens we gave him, and When he gets used to it, that's when we start making money. Habits are terrible, they influence every choice we make unconsciously. In fact, this method is also very common in today's society. For example, Didi and Kuaidi Taxi issued red envelopes to drivers and passengers in the past, and now ofo and worshiped bicycles with red envelopes, as well as 1 cent quotes in various tenders, and then rely on annual Maintenance, making money, etc. are all a model of investing first, guiding demand, accumulating user stickiness, and then making money. However, the shortcomings of this model are also obvious. It requires a large amount of manpower, material and financial resources to accumulate a user base in the early stage. And it’s not a foolproof method. Maybe the day you start charging for free will be the day users abandon you.
Finally, I think it can no longer be regarded as sales. We can use infinite wisdom to inspire amazing energy. All of this turns your sales behavior into an art and a game. Wonderful show. This time we still want to sell a pen, but our target is a beggar! He has no need to use this pen, nor will you create a need, nor will he be guided by you. Even if you give him this pen for free, he may not want it, and will give you a big blow. Roll your eyes. What should we do at this time? We need to put aside the appearance of the problem and find the essence. What is the purpose of our sales? Want to make money! Why do beggars have no demand for our pens? Because he has a more basic need, that is, the need for food and clothing. He first needs to live and have enough to eat. Well, we will give you a pen and 200 yuan. Do you want it? He will definitely want it. It doesn't matter whether he wants the pen or not. The key is the 200 yuan, which is what he needs most now. But we have requirements. You can’t take the money in vain. We need you to use the pen we give you to practice calligraphy on the ground for one hour a day on the street with the largest flow of people. Then we went to the news media, and a piece of breaking news that we thought was created appeared: "The old beggar is poor and has great ambitions, and he practices calligraphy on the street every day." After attracting public attention, we will follow up and report. How can a beggar have money to buy pens and paper to practice calligraphy? It turned out that someone gave him not only a pen but also money! Later, when the pens in our hands are already known to the public, we will sell more pens and make more money. Let’s not discuss moral issues for now. Just looking at the method, is it a successful marketing? We "sold" the pen to a person who least needed the pen, and made multiple times as much wealth from him as the pen. Is this pen magical? Is it this beggar? None, it’s our brains and our wisdom. Wisdom is the most important gift God has given us. If we use it well, we can do more powerful things than we imagine.