Communication in marketing is mainly verbal communication. How to have an effective conversation with customers is a very important business skill. Confucius said, "If you don't keep your word, you will accomplish nothing." . Gui Guzi's interpersonal art of war is a master of ancient lobbying, and ancient militarists persuaded emperors and generals with their superb eloquence.
A few days ago, I watched TV with my colleagues. At that time, the college debate was being broadcast live on TV. Watching these outstanding young people argue fiercely, some colleagues can't help but admire: "If only they had half the eloquence, there would be no problem in communicating with customers. Harbin Huashi Engineering Technology Zhang Xiaoran! "
At that time, I couldn't help laughing: "In that case, you will definitely scare away customers!"
Communication in marketing is mainly verbal communication. How to have an effective conversation with customers is a very important business skill.
Confucius said, "If you don't keep your word, you will accomplish nothing." .
Gui Guzi's interpersonal art of war is a master of ancient lobbying, and ancient militarists persuaded emperors and generals with their superb eloquence.
According to historical records, Su Qin, Zhang Yi and other strategists have outstanding eloquence and are extremely inflammatory. They can even say that black is white, and some are not, full of sophistry.
In today's business, honesty is undoubtedly the fundamental driving force for enterprise development.
It is not enough to communicate with people completely without strategy in marketing, but it is not enough to confuse black and white and the audience.
Language talent is related to personal talent, as well as a person's cultivation and knowledge accumulation. The focus of this chapter is not to discuss how to improve the talent of language expression, but to discuss how to improve the effect of language communication from the perspective of strategy.
For most marketers, how to speak seems to be a simple matter, but in fact, we often meet some marketers who are naive when talking to customers.
Once, the marketing staff of a company visited a customer, and the marketing staff asked the customer, "When shall we discuss our products?"
The customer said, "Next month."
The marketer said, "It's been so long, can we discuss it again this month?"
The customer said, "This is our own business. We can discuss it at any time! "
Undaunted, the salesperson talked about another topic: "So-and-so customers have cooperated with us, so you should cooperate with us."
The customer said: "So-and-so customer is a small company, we are a big company, please don't compare with our small company!" " "
Maybe you will say that this is a common problem for beginners, so I have heard such a story:
Once, a manager invited customer A to dinner. Because client A and client B have a good relationship, they are invited to have dinner together.
During the dinner, a manager boasted about how big his company was, how capable he was and how to do business.
Client B belongs to the kind of sincere person. When manager A said, "There is no customer I can't handle", customer B struck the table and pointed to manager A and said, "If you say that, I can't handle you!" Further reading "Life Perceptions of World Celebrities: Every sentence is deeply rooted in people's hearts, and it's good to say it"
Sure enough, up to now, Manager A has not settled customer B..
A manager is not incompetent, but pays too little attention to details, which causes unnecessary trouble and should be taken as a warning.
Guiguzi thinks that the mouth is used to eat, not to talk nonsense, because talking too much will hurt.
In ancient times, the political struggle was very cruel. Therefore, bureaucrats took nothing to say and kept their mouths shut as the criteria for settling down.
When communicating with customers today, you should pay more attention to the strategy of speaking, because every word you say may make customers have different psychological reactions.
Customers are gods, even spoiled gods. Inappropriate words:
-It can alienate a harmonious relationship;
-can turn unfamiliar relationships into tension;
-It turns a tense relationship into a breakdown.
Guiguzi put forward many wise opinions on language communication, which is very helpful for us to engage in marketing work.
Guiguzi believes that human nature is:
-speaking out is hoping to be accepted by others;
-I hope to succeed in what I do.
Therefore, the key to lobbying is to master strategies to foster strengths and avoid weaknesses, such as:
-we vigorously promote the benefits of a certain behavior because we can provide such benefits;
-we vigorously promote the harm of a certain behavior because we are not good at the operation of this behavior;
By mastering the communication strategy of fostering strengths and avoiding weaknesses, you can lobby others in a targeted way:
-when talking with smart people, we should have broad ideas, demonstrate in many ways and avoid entanglement;
-when talking with people with a wide range of knowledge, be good at grasping the key points and discriminating things;
-don't show inferiority when talking to people in high positions;
Talk to people who feel rich, and give full play to the meaning of life and social value.
-Talking to people who are consciously poor should be discussed from the perspective of how to make profits;
-Show full respect for low-status conversations;
-show courage when talking to people with courage;
-when talking to a stupid person, repeat from the most convincing point;
According to different target audiences and strategic communication, the East and the West have had similar views since ancient times.
Aristotle, an ancient Greek philosopher, believed that we should study and convince others:
-the relationship between the types of "personality" and people's feelings;
-the relationship between the types of "human character" and human morality;
-The relationship between the types of "human personality" and personality age;
-"human character" and the types of human "destiny", such as:
◆ Born,
◆ Property,
◆ state
The connection between them;
Wait a minute.
Therefore, Aristotle divided the characters into:
-"youthful",
-prime of life,
-"old age type",
-"rich type",
-"Powerful"
Same type.
The psychological characteristics of these characters are described in detail, which is very similar to Guiguzi's point of view.
According to the characters:
-Personality traits;
-Social status;
-Professional characteristics;
Age status;
-level of intelligence;
-temperament style;
-Economic conditions,
Wait for the content.
Combining these characteristics and conditions, adopting personalized communication strategies for different target individuals is undoubtedly the unchanging communication secret from ancient times to the present.
In addition to adopting the communication strategy of "watching people eat vegetables" for different target groups, Guiguzi also conducted in-depth research on the manifestations of language communication.
For example, the three common forms of language communication are:
-State your opinion,
-Answer the question,
-refute.
For these three common forms of communication, we have mastered the basic operation essentials, and we can communicate with people effectively without making unnecessary mistakes.
The following are introduced respectively:
1, stating opinions
Guiguzi believes that communicating with characters is to persuade others to accept their own views and identify with themselves. To achieve this goal, it is necessary to pay attention to the communication methods that are beneficial to the other party, so that the other party feels that the views and opinions stated are really beneficial to the other party and are needed by the other party.
This view is common sense in today's marketing.
Interest appeal is the most critical link in the marketing process. If the interests you appeal for are really what the other party needs, or what the other party is most interested in, then marketing will be more than half successful.
However, it is not enough to explain the interest clearly, and it needs to be further revised in communication.
The characteristic of guiguzi-style language communication is that talking with characters is like cooking, adding and subtracting spices, which is completely adjusted according to the taste of characters, but the nature of dishes has not changed.
At present, some companies require marketers to learn to recite fixed sales routes. If marketers don't improvise, but just follow the script mechanically, then their marketing effect need not be said more.
Step 2 answer questions
Guiguzi believes that the key to answering questions is simple and clear, and try not to play too casually, let alone make a statement easily.
In Guiguzi's intelligent marketing tool, the content of answering customers' questions is a strategic need, not what you want. Pay attention to the occasion and background of speaking.
For example, when answering a customer's question, some people are afraid that the answer is not detailed enough and want to tell everything they know, which is actually very stupid:
-on the one hand, talking too much will suffer, and talking too much may be counterproductive;
On the contrary, the more you talk, the deeper your psychological perspective will be, and you will be passive.
Therefore, the point-to-point answering skills in marketing are highly respected by Guiguzi. Observing what those marketing experts say, although seemingly relaxed and casual, careful analysis will reveal that everything they say is not just blurted out, but sets many preconditions and lays a lot of foreshadowing.
Step 3 rebut
In Guiguzi's view, the purpose of rebuttal is not to convince the other party, on the contrary, it is a strategy to test the psychological truth of the characters.
Guiguzi believes that refuting others' views is not the best way to convince others, but an effective way to understand others' real thoughts.
In marketing, communicating with customers is not holding a debate contest, and persuading customers is not based on clear arguments and sufficient arguments, but on the basis that customers are willing to recognize them.
Please remember that business negotiations with customers are not about truth, but cooperation. Truth is only a form, and cooperation is the foundation. Persuade customers that they can't get cooperation, and persuade customers to get cooperation.
Therefore, Guiguzi opposes using rebuttal to prove himself and attack customers (of course, an appropriate rebuttal will be very important when competing with competitors), but advocates using rebuttal to stimulate each other and get more information. Expand reading "85 Life teaches us the truth of being a man, and we should learn it"
It should be noted that Gui Guzi's language expression essentials are only suitable for communication in specific situations, but not for academic debates and other forms of communication, so his special communication thinking mode is different from people's usual habitual thinking.
What some people have never understood is that the characteristics of language communication are different in different environments and situations.
Some people even think that as long as you master the eloquence of debate, it is enough to cope with marketing work. However, sometimes the language expression of this kind of debate will not help, but may "add fuel to the fire" and make communication impossible.
Another feature of guiguzi's language expression is to emphasize the strategy of language expression. According to our marketing experience, this strategy is mainly manifested as:
-Humor,
Strangeness
Wait for the content.
As some scholars have said, "When strategies are realized through humorous language, this humorous language is itself a strategy, and strategy is a humorous language. The two are unified ... humorous language must be refined, subtle and full of fun. " (Liu Jianguo's "On Strategy")
Guiguzi also thinks:
Strangeness is the most important thing in language expression.
Next, let's start with what language will express.
-Humor,
Strangeness
Two aspects to specific analysis:
1. Humor in marketing language
In marketing, communication with customers is very important, because humor has the characteristics of artistic suggestion and exaggeration:
Implication is the deep layer of humor;
-exaggeration is the surface of humor.
Implicit language is often suggestive and easier for customers to accept in their hearts. Many things that are difficult to explain with reason are more convenient to express with implicit humor.
Although exaggerated language style will lead to logical absurdity, it is easier to inspire customers to understand the truth behind absurdity without hurting each other's feelings.
At the same time, there are some proofs of exaggeration, which can attract others' attention.
(See Liu Jianguo's On Strategy)
I remember a foreign movie with such a plot:
A man was selling ties in the street. The man said in Kan Kan in the street, "Ladies and gentlemen, it's time for satellite launch!" (Audience laughs)
The man is more proud: "My tie is of very good quality. I sent one yesterday and haven't recycled it yet! " "(audience laughs)
Marketing experts with a strong sense of humor often use self-mockery to avoid customers' difficulties, which not only avoids embarrassment, but also does not hurt the gas.
2. The strangeness of marketing language
Another feature of strategic language is the strangeness of language. Although the strangeness of this language style is partly contained in humor, it has a broader space to play.
The strangeness of language refers to a unique and unconventional expression that runs counter to people's habitual thinking and common sense cognition, and its purpose is to create an unexpected dramatic effect.
This dramatic effect can make the customer's interest index quickly expand several times in a very short time, and quickly enlarge the customer's attention several times, thus laying a good foundation for the work.
It should be noted that the use of humor and strangeness of language in practice is limited. Excessive pursuit of humor and strangeness of language sometimes affects the effect of communication.
The manager and salesman of a company visit customers. The manager joked, "I came to your company on behalf of our company to care about you."
Unexpectedly, the customer was in a bad mood today, his face sank and he said, "I am very busy." Get out! " "
Make the manager look embarrassed.
Guiguzi is an expert in language expression. In addition to putting forward coping strategies for different language expressions, he also put forward several series of language expression packages that can produce different effects.
Gui Guzi believes that using language to gain the love and attention of others requires learning:
-rumors;
-rumors;
-Pinghua;
-rumors;
-Jing Yan
Wait for five kinds of expression skills.
Because:
Words can show your loyalty;
-slanderers can show your wisdom;
-plain words can show your decisiveness;
-Qi Yan can show your credibility;
Quiet words can show your authority.
For people nowadays, gossip is derogatory. In fact, Guiguzi's way of thinking is different from today's way of thinking, just as Guiguzi emphasizes "conspiracy". In Guiguzi's dictionary, "conspiracy" means a hidden strategy, not a derogatory explanation of "intrigue" in Chinese today.
The functions of the above five language skills are mainly to show you: expand reading 30 thought-provoking classic quotations and tell our lives.
-loyalty;
-wisdom;
-Decisiveness;
-Credibility;
-authority.
These are five kinds of language expression skills with strong packaging colors, aiming at gaining the favor of others or showing personal charm and ability.
Of course, it depends on the specific situation to express your advantages to customers.
For example:
-If customers need you to be a loyal and trustworthy person, you need to use language strategies to show your advantages in this respect;
-If customers need your advice to be authoritative, you need to use language strategies to show your advantages in this respect;
Wait a minute.
So, how to operate specifically?
1, the language expression skills of "loyalty"
How to operate: know the customer's intentions and needs in advance. Just speak according to the customer's intentions and needs. After a period of time, you can make your customers appreciate you as a person because your ideas and needs are so consistent.
Looking back at your friends, who do you think is your most loyal friend? What are their characteristics?
After thinking, you will find that the friend you think is most loyal to you must be the one who knows you best and always agrees with your intentions.
Why did they win your favor?
Quite simply, their ideas are always highly consistent with yours and rarely go against your wishes.
2. Language skills of "wisdom"
Operation essentials: show your profound knowledge when discussing and expressing opinions. Although your wisdom and your knowledge may not be equal, in the eyes of your customers, your extensive knowledge will often leave a wise impression on them.
In marketing, the expression of wisdom does not require you to explain someone's life thoroughly, which is very difficult, but most of your customers have no interest in it, and many of them are ordinary people.
Therefore, as long as you can show your extensive knowledge at ordinary times, you can leave a wise impression on your customers and start to pay attention to you.
3. "Decisive" language skills
Operation essentials: Decisiveness is a sign of self-confidence; Indecision is a sign of lack of self-confidence.
Your decisiveness is manifested in:
-Is your concept of right and wrong clear?
-Is your judgment based on logic?
-Can your analytical skills penetrate into the essence of the problem?
Wait a minute.
In your usual communication with customers, if you do analysis, you can often get insight into the nature of things, and you can make a clear judgment based on these analyses.
After a period of time, you will undoubtedly leave a very decisive impression in the eyes of customers.
4. Language expression skills of "credibility"
How to operate: Whether your point of view is credible depends on whether your evidence is credible and whether your argument is logical. This requires you to list some convincing evidence, compare and analyze the advantages and disadvantages of various schemes one by one through argumentation, and choose the best scheme.
Placing facts and reasoning is the most effective way to convince customers.
Any customer has a smart and rational side. If you can get the customer's approval through strong evidence and convincing scheme, after a period of time, the customer's credibility of your suggestion will naturally improve a lot.
5. Authoritative language skills
Operation essentials: The best way to establish authority is to find out the shortcomings and deficiencies of other alternatives. Through these comparisons, you can naturally establish your own authority. Of course, sometimes it would be better if we could find an authoritative basis.
The so-called "hit others and raise yourself."
Ancient strategists are often good at sophistry, exaggerating the shortcomings of competitors or competitive schemes and the advantages of their own schemes, so as to attack alien forces, brag and establish authority.
Of course, even if this practice is successful for a while, it will eventually be exposed.
In marketing, we advocate honesty, and we can properly publicize some well-founded things, but don't exceed one degree, otherwise it will be counterproductive.
Above, we introduced five self-expression skills of Guiguzi's language strategy, which is very helpful for us to engage in marketing work, because from:
-loyalty;
-wisdom;
-Decisiveness;
-Credibility;
-Authority
Expressing yourself from five aspects can gain customers' appreciation and attention to a certain extent, which is also an effective way to improve personal charm.
However, customers are very realistic, and they will finally evaluate you through actions.
Therefore, the power of language expression is only an auxiliary tool for your marketing at best, and you need to constantly "speak" with actions.
Above, we have made a summary of Guiguzi's language expression art from a strategic point of view. The eloquence of ancient military strategists in China is a wonderful flower in the treasure house of China national literature, and many well-known articles come from the mouth of military strategists. The study of strategists' eloquence is a subject with considerable depth and breadth. Obviously, this article is just a drop in the ocean, and it is difficult to see the whole picture. I hope to have the opportunity to discuss and discuss with you.