Knowledge that a salesperson should possess.
First, master product knowledge.
Only by knowing the product can we accurately introduce the product to customers. We should not only read the product manual, but also experience our own products when necessary. At the same time, when introducing product knowledge, we should explain some professional terms in vernacular, which will make us more professional.
As an external lecturer of Intel Channel Business School, I began to cooperate with Intel (China) Headquarters in 2005 to teach its national channel providers. I remember once, I gave a joint lecture with another lecturer in the business school. In the first half of the class, he is responsible for talking about the working principle of chips, and in the second half of the class, I am responsible for talking about how to promote chip products with this function. In the second half of 2005, the concept of dual-core came out. During the break, I asked the technical manager of the other party what dual-core is for. The technical manager replied: Mr. Shang Feng, in a nutshell, dual-core is based on a single semiconductor and has two identical processor cores. ?
I'm not an electronics major. I didn't understand his explanation at all. At this moment, a sales manager of Intel came over and said:? Consumers can't understand your statement. Let me explain to Mr. Shang Feng that the biggest difference between dual-core and single-core is that dual-core is like a car with two engines, while single-core has only one. As we all know, two engines are more powerful and run faster than one engine. In this way, even if you play 3D online games while playing movies on BT, the picture is not stuck at all, and it is very smooth. This is the function of dual core. ?
so this is it？ Expert? The biggest difference between sales and ordinary sales. At the same time, in addition to the product itself, the sales staff must be very familiar with the installation and use of the product. When customers are unfamiliar with products, they often imagine things very complicated, which often makes customers give up their plans to buy products.
One weekend, I went to the appliance store with my family and wanted to buy a 42-inch LCD flat-panel color TV for the living room and a 19~22-inch LCD flat-panel color TV for the restaurant. In the store, various brands of home appliances are dazzling, neatly placed, and the advertising words are eye-catching.
My family and I took a fancy to a brand of 42-inch LCD flat-panel TV, so we asked the sales staff to introduce the performance of the product. The salesperson mechanically said that our products are the most advanced in the industry, and so on. It is estimated that when you say this, you don't have a trace of emotion, just like a repeater. I asked if I could demonstrate it. Picture in picture? The effect of salespeople has not been worked out for a long time.
Then, before we arrived at another brand of LCD flat-panel TV, we introduced our products to each other on a 37-inch TV. The salesperson also said a few cliches. When I asked for more detailed technical parameters, such as screen resolution and sensitivity, the sales staff didn't know either.
Helpless, I had to go to another booth with my family. The salesperson at the booth talked to me about a plasma TV. When I explained that I wanted to buy an LCD flat-panel TV, the salesperson said that LCD flat-panel TV was similar to plasma.
It's endless. We're leaving again.
Finally, I came to an LCD flat-panel TV booth. My family and I took a fancy to two 42-inch LCD flat-panel TVs, one is 42HC series and the other is 42SW series. The price is the same, but the function is different. So I asked the salesperson to introduce the performance of the two products. The salesman is over 40 years old and very polite. After we sit down, first introduce the advantages of the two products, and then introduce the similarities and differences between the two products. The resolution of HC series screen reaches 33 million pixels, while that of SW series screen can only reach 6.6 million pixels, which is 5 times worse. The display effect of HC model is obviously higher than that of SW model. Both models have PC interface and picture-in-picture, which can display more than a dozen small screens on one big screen and watch them at the same time. After listening to the salesperson's introduction, we finally chose one of them and made a deal.
Second, understand the relevant knowledge of your own enterprise.
Salespeople are actually ambassadors of the company's external image. No matter how majestic the company slogan is, as long as the sales staff are depressed, the company image may not be established, and it is naturally difficult for customers to accept its products.
A few months ago, for Toshiba computer sales training program, I went to Beijing Hailong store to inspect the terminal retail of IT products. When I passed Huaqi information flagship store, I suddenly had the idea of investigating the sales level of its sales staff. I was deeply impressed by the words of a salesperson. He said:? Our brand is called Patriot. Why do we choose this name is to carry forward the ambition of our Chinese nation, so we do our best to make every product, and the quality of the product is not inferior to that of any multinational company. ? What he said made me right? Patriot? I am in awe, and I am convinced of his quality assurance, because I am also a patriot.
Three, familiar with the knowledge of the industry
In the open market, every enterprise has competitors, and customers must shop around to buy products. As a salesperson, you should have rich industry knowledge, answer customers' questions and eliminate customers' doubts.
Many years ago, I worked as a marketing director in a company. On one occasion, my subordinate regional manager * * * and I received a provincial-level big customer from Northeast China, who wanted to exclusively distribute our products in Northeast China. The other party came prepared and assumed an aggressive posture as soon as they sat down. Why does your product cost 20 thousand yuan a set, while domestic similar products cost 8000 yuan? Why do you say your products save water? What is better than a machine that washes cars with water? How to sell such an expensive product with a new working principle?
For his question, in my training for the sales team, I have summed up the professional answer, and my regional manager calmly replied: the product price is high. First, it is very water-saving, and it is the most water-saving car washing machine on the market. It only takes a glass of water to wash the car. Secondly, its main parts are all imported from Germany and Japan, and the service life of the equipment can reach 7 years, with precision parts, which is about twice as long as similar equipment in China. In addition, the state also has corresponding policies and financial support for laid-off workers to engage in environmental protection industry. We can invite banks to do loan projects so that laid-off workers can buy our products in stages. Boss Zhang, do you have any questions?
In the regional manager's answer, it not only includes the analysis of competitors and the control of national policies, but also puts forward the idea of product sales. After signing the contract formally, the customer purchased 100 machines at one time.
Fourth, understand the sales knowledge.
Sales is a skill and an art. Without sales training, it is difficult for ordinary people to grow into sales champions. Sales training not only teaches us how to contact customers, how to show and explain products to customers, how to handle customer objections and how to facilitate the signing of bills, but also allows us to learn to analyze the purchasing psychology and characteristics of customers with different personalities and prescribe the right medicine.
In addition to the above four points, excellent salespeople also need to master professional knowledge, such as legal knowledge and financial knowledge. We should also study the behavior patterns, habits and personality differences of people reflected by different ages within the scope of sociology. In a word, we should strive to be a knowledgeable salesperson. Who is an excellent salesperson? Piano, chess, calligraphy, painting, sword, poem, tea and hops? Master everything. Because the richness of knowledge is not just? Sales expert? The embodiment of sales staff is also the display of personal charm.
An employee of my company once talked to me. What made her a sales champion? Use the power of knowledge? Later, I learned that every time she showed her systematic and comprehensive knowledge in front of her customers, she touched them very much. Put her here? Five pairs? Share the principle with everyone.
1. For customers who have no needs, don't talk about functional details when communicating, but help them build trust in the sales individuals.
2. For customers who pay attention to product details, take the initiative to talk about product design concepts, so that customers feel very high.
3. For customers who are concerned about the concept, take the initiative to talk about product operation, so that customers can feel the implementation value of the concept at the detail level.
4. For customers who pay attention to technology, take the initiative to talk about services, so that customers can realize that the cooperation between the two parties is not a simple technical decision-making model, and the later maintenance and spare parts supply are also very important.
5. For customers who care about service, take the initiative to talk about technology, so that customers realize that it is useless to talk about service implementation without good technical foundation guarantee.
When I was doing marketing consulting in an industrial company in Shenzhen, the boss of this company left me? Have taste and connotation? Good impression. Why? The reason is that he warmly introduced me to the historical reasons, cooking methods and cooking methods of each local dish at the banquet to welcome me. His introduction was fascinating, which made me, a person who doesn't understand food, listen attentively. I think this boss is really good at living. He is not only a successful entrepreneur, but also a real gourmet. Until today, my impression of him is still very good, which is the promotion of personal charm brought by rich knowledge.
A good salesman also needs the following ten qualities.
(A) the ability to understand marketing, what is sales? Sales are very common in daily life, and everyone has a clear sales picture in his mind. Sales affect you all the time. A new understanding of sales will help you develop and apply new skills and get the most benefit from them. It can be said that each of us is a salesman, doing our own work every day. What is sales? A simple definition of sales is the process of introducing the benefits provided by goods to meet the specific needs of customers. Of course, commodities include tangible goods and services. Meeting the specific needs of customers means meeting the specific desires of customers or solving the specific problems of customers. Only the special benefits provided by commodities can meet the specific needs of customers. Therefore, the definition of sales is very simple for us. In other words, you can find out the special benefits that goods can provide and meet the special needs of customers.
(2) The second quality that a successful salesman should possess: courage. Fear is an emotional response produced by inner feelings. Humans have two great fears: fear that they are not perfect. Afraid of not being accepted by others. We can also overcome fear by changing definitions. What salespeople fear most is being rejected. We can analyze it ourselves: 1. What is the definition of refusal? What happened means that the customer refused? 2. In what tone did the customer tell you that you felt rejected? 3. What was your customer's expression before you felt rejected? Change your mood: Try to turn negative emotions into positive ones, and be grateful to all those who make you stronger. So be good at creating and taking risks. The brave are invincible.
(3) The third quality that a successful salesperson should possess: strong ambition. Strong ambition is a strong desire for success. Only with strong ambition can you have enough determination. The way to cultivate strong ambition can be to study and be with successful people. Life is a process of growth, and the most important decision in our life is to decide who to grow up with! If you look closely at your friends, you will find that they can be divided into three categories: 1. He is your mirror, just like you. He is the person you are eager to achieve, and he is helping you to know yourself better. He represents an important person in your life, and your complex can be transformed through him. He represents your subconscious, the person you least like, and the person who resists. He can help you accept yourself completely. No matter what kind of people we meet and experience in life, we are still eager to achieve ourselves. In this process, we need to deliberately find our own growth team. The team that can really help us grow fastest has the following basic characteristics: 1, high personal achievement and realm; 2. It is the object of your imitation; 3. He can see your potential; 4. He cares about your growth; 5. He is willing to help you grow; 6. He has high expectations for you; 7. He will tell you the truth; 8. You will feel particularly stressed when you are with him. Many of the desires of successful salespeople come from the stimulation of real life, which are generated by external forces, and are often not positive and encouraging. The sender of the stimulus often makes the receiver feel humiliated and painful. This kind of stimulation often arouses a strong spirit of disgust, resentment and resistance in the stimulated people's hearts, thus prompting them to do something? Unconventional? Action, glow? Unconventional? Ability. Some top salesmen often say:? I didn't expect to have these two down sons myself. ? Successful salespeople have the determination to win and a strong desire to succeed. The desire for success comes from your desire for wealth, your responsibility to your family and your pursuit of self-worth. Dissatisfaction is an upward wheel! You can do anything well with your heart! If you can't, you have to! If you must, you can!
(4) Full confidence and understanding of products. Be familiar with the knowledge of your own products. Your customers will not trust your products more than you do. A successful salesman is an expert in his field. To do a good job in sales, he must have professional knowledge. Confidence comes from understanding. We need to know about our industry, our company and our products. Professional knowledge should be expressed in a popular way to make it easier for customers to accept. Fully grasp the product knowledge of competitors: persuasion itself is a kind of confidence transmission.
(5) Paying attention to personal growth, continuous learning and anti-redundant learning can greatly reduce mistakes and shorten the exploration time. The biggest advantage of learning is that by learning the experience and knowledge of others, you can greatly reduce mistakes and shorten the time of exploration, so as to achieve success faster. The experience of others' success and failure is our best teacher, and success itself is the embodiment of ability and needs to be cultivated. Successful salespeople pay attention to the good habit of learning and growing. Sales is a process of continuous exploration, and salespeople will inevitably make mistakes in this process. Introspection is the premise of understanding and correcting mistakes. A successful salesman can always know a lot about his customers. This is inseparable from the sales staff's own knowledge and insight. How much knowledge and courage, how much knowledge, how many patterns. Top salesmen are all masters who pay attention to learning. They cultivate their own abilities through learning and make learning a habit, because success itself is a habit of thinking and behavior. Top salesmen learn with a purpose. The correct learning method is divided into five steps: (1) initial understanding. Repetition is the mother of learning. (3) Start using. (4) achieve mastery through a comprehensive study. (5) Strengthen again.
(6) A high degree of enthusiasm and service. Top salespeople regard customers as their long-term lifelong friends. Caring for customers' needs is manifested in caring for customers anytime and anywhere, providing customers with the best services and products, and maintaining long-term contact. Knowledge is not only strength, but also the core ability of enterprises to create wealth. A successful salesperson can see the customer behind the customer, and can see that today is not his own customer, but it doesn't mean that tomorrow is not. Respecting others is not only a virtue, but also a manifestation of one's own personality charm.
(7) Extraordinary affinity. Many sales are based on friendship. The first product that a salesperson sells is the salesperson himself. How to get a good first impression is very important when salespeople sell services and products. At this time, your personality charm, your self-confidence, your smile and your enthusiasm should be mobilized to impress customers as much as possible in the first few seconds, which requires salespeople to have extraordinary affinity.
(eight) responsible for the results, 100% responsible for themselves. Successful people keep looking for ways to break through, while unsuccessful people keep making excuses to complain. To succeed in sales, you have to rely on yourself. Find a way to succeed, not a reason to fail! In the process of sales, mistakes are inevitable. It's not terrible to make mistakes. What's terrible is the fear of making mistakes. Commitment equals completion, and if you think about it, you must do it. A person who dares to take responsibility is often easily accepted by others. Who can imagine the reason to cooperate with a person who is pretending to be wrong? Successful salespeople are responsible for the results themselves, 100% are responsible for themselves.
(9) Clear goals and plans (foresight). Successful salespeople have goals in their minds, and some people only have wishes. Successful salespeople should improve their self-expectation with the goal of making their self-expectation clear. A successful salesman will define his own success, make clear the motivation of an achievement, and make clear the reason for achieving the goal. Successful salespeople should have long-term goals, annual goals, quarterly goals and monthly goals, and subdivide the clear goals into your action plan for the day, constantly adjust their goals according to the development of things, and strictly follow the plan. Carry out our plan and plan our work. For example, how many visits do you have to complete every day to achieve your goal? How much sales do you want to achieve? Where did you visit today? What is the tour route for tomorrow? Every day, my heart should be clear.
(10) Make good use of the power of the subconscious. People's consciousness can be divided into expressive consciousness, subconscious and super-consciousness. Subconscious is the external image on the surface, while superconscious is the inner feeling of people. Only the decision from the super-consciousness is the real decision in people's minds. Successful salespeople are people who dare to stick to their dreams. The way to stick to your dreams is to input concrete and inspiring images into your visual system, stimulate your mind with a voice eager for success, read more successful and inspirational books, read biographies of successful people, and listen to some sales and success lectures.