Three decision points for customers: What do I pay? What do you give? More important than other things?

Customers will only see you if the value they receive is greater than the cost they pay.

The difficulty of making an appointment is that it is difficult to build trust in a short period of time

Common sales mistakes

Talk about the product as soon as sales begin

Sales focus too much on customer purchasing behavior

Customer response: Tell you not to buy for the time being. I am not responsible for this and need to report to the leader.

Too many sales statements and too few questions

Sales talk too fast, with too few pauses

Insufficient sales listening skills

Psychological preparation: The purpose of the interview is to meet, not to sell something. It is strictly forbidden to introduce products during the interview phone. Only talk about the company, not the product.

80% of salespeople will introduce the product one minute before making an appointment with customers

Phone script: Design an interview script in advance

In the 15 seconds before making a call, you should introduce your company, position, and full name. You should also close the relationship, express your purpose, and find a connecting point.

The first sentence after the call: Hello, Manager Zhang! Be direct, don't say, are you Manager Zhang?

Use skills to close relationships and solve customer doubts. How do you know me?

Business experience: such as industry cases, business experts, etc.

Industrial opportunities: such as opportunities brought by policy changes and how to avoid risks brought by changes

Invisible problems: problems that customers easily ignore.

Solution: Solution to the problem

Successful cases: Cases from customers in the same industry

Help with procurement: Provide some help with the procurement process and behavior

Event costs: Sales require customers to do some things, such as giving testing opportunities, which in the eyes of customers requires a cost.

Time costs

I would like to share with you some of the practices of these companies (share rather than require)

Personal cost: Do I have to meet you in person? Can someone else do it for me?

Listening: Hear out the customer’s concerns and then focus on them

Give customers a chance to interject: Leave space for customers to interject. Once he interjects, the probability of success will be greatly increased.

Be concise: don’t be wordy

Customers will not hang up on you when they are talking.

Let customers talk more

(1) Get the attention of the person answering the phone: call him or her by name

(2) Name yourself and the company you work for,

(3) Explain the reason for your call, for example: "The reason why I made a special call today is because I want to make an appointment with you to meet."

(4) Make a certification or solicitation explanation (bring out cases)

(5) Make arrangements for the meeting.

Avoid times when others are on the phone

1. Use a mirror

2. Use the timer to check the call time. Make an appointment for yourself, how much time to spend every day, and how many appointment calls to make

3. Practice

4. Record your phone calls: the number of times you make calls, the time you make calls, and the number of appointments you get. After doing the statistics, determine what numbers you should have, and figure out how many successful appointments you have to make every day to accumulate a year's worth of sales.

5. Record the phone calls you make

6. Talk on the phone while standing

1. Make double the appointment calls

2. Connect more people’s calls;

3. Win more interviews;

4. Conclude more transactions;

5. Make more money with each transaction

Others (case customer name) have also said the same thing as you. In their opinion, what we have done is how to promote, help, and benefit (benefits to customers, positive comments from customers) before your current situation, They also said the same thing, we should meet, do you think this time is suitable?

Tell a case

Mr. XX, the purpose of my calling you is just to arrange a meeting. What do you think of XX time? At this time, the customer may say that he does not need it and is not interested, then return to (2)

Just answer: "Well why don't we meet and talk? How about next Tuesday at 3:00 PM?" It's that simple.

Stephen: Is Brian Smith here? Secretary: Sorry, he is very busy now. What can I do for you? Stephen: Oh, I'm Tiffin Scheffman and our company is DEI Management Group. My phone number in New York is: 212-555-1234. Can you tell her about Maria (I gave Maria's full name)? ? He called me back 35 minutes later Potential Client: You just called me and said it was for Maria Stephen: Yes. You met Maria a few months ago Potential Customer: Oh, yes Stephen:Anyway, I want to know what happened

No need to stalk, no more than 4 times in a month

What excuses could you use to call earlier? There could be a million reasons for you to call the person. My favorite is: “Oh my god I thought of you!”

Another reason for a follow-up phone call to arrange a meeting: "I looked at my schedule and I'm going to XX place on XX. Isn't it very close to your company? I think we should meet in person?"

friends and relatives;

acquaintance;

network;

Create your own target customer list;

Purchase a list of prospective clients;

Keep an eye on competitors;

Obtain a list of recommended customers from competitors whose products or services are truly not a good fit for the customer;

local business associations and groups;

national trade associations and industry bodies;

lay groups;

alumni;

trade shows;

News and special reports;

seminar;

speech;

Media advertisement.

Dedicated time for appointment calls

Separate getting an appointment from selling and be clear about the purpose of the call: getting an appointment or selling a product.

Stick to your goals and don’t end it too soon

Customer-centric attitude

Remember customer-centric selling and put it into action

Think of rejection as a request for more information

Everyone has a bad phone call experience, what matters is how you reacted to it

If the customer is busy with other things, you can ask when is a suitable time to call back.

Even if you don’t get an appointment, you should keep the opportunity for yourself, such as sending some information first, adding a WeChat message, etc.

The tone and speed of speech at the beginning are often more important than the words themselves

The sound should be pleasing. You can record and listen to it yourself first, and keep smiling when you make the call.

Listen carefully to words, tone and intonation

Overcome the nervousness of making cold calls

call in batches

The most difficult thing to get into the rhythm of visiting strangers is the first phone call you make every day, or the first phone call you make when you return to the phone from somewhere else. So be sure to schedule a specific time to make your first call and stick to it

Just a phone call can't decide anything

Get incentives from successful phone calls

Make an interesting statement quickly

Generate customer interest by mentioning the referrer

Arouse the interest of customers based on commonality, such as fellow countrymen, in a common community

Arouse the customer's interest by stating the constraints, if you...then...

Arouse customer interest through names that are known to customers, such as company case names in the industry, etc.

Generate customer interest through benefits brought by successful cases

Get your customers' attention by paying special attention to how our company specializes in your industry.

The core of tapping customers is to capture the customer's attention, stimulate his interest, and then His interests are integrated into the sales meeting.

Attention

Interest

Desire

Action

There is demand now (93%): If you can effectively generate potential customers, you will be It is possible to find their latent need for a product or service. If you can't find what they need, your success rate will be greatly reduced.

Call content is valuable (82%): When a customer answers the call, you have a few seconds Buffer time. If they feel like all they hear is nonsense and a waste of time, the call will be hung up on. In fact, whether they hang up the phone depends entirely on you and whether what you say makes the other party feel valuable and different from what they hear elsewhere. Words such as "We provide more competitive products" and "Order now and get discounts" will basically not impress customers.

Enjoy chatting (73%), don’t want to be sold (62%): Before calling a customer, Ask yourself, can I make the other person feel that I am a person they can relate to when they hear the first sentence? If you can't, the other party will think you are harassing, especially if the person answering is an executive. Do you know what to say? Do you have confidence in yourself? May wish to find opportunities to practice more.

Before answering the phone, they had some general understanding of the situation (68%): It was possible to call the customer One that produces real results, especially if what you offer is truly valuable. If you can send some information to the customer before calling, you may be able to improve the quality of the call.

Have heard of this company (64%): This is brand power. If the company is interested in the entire city The market does not have such great brand appeal, so you have to establish a reputation among several customers first. You can use phone calls to build your brand, and then gradually expand your influence in markets where you already have influence.

Financial Capacity: Pay attention to whether potential customers have sufficient financial strength. If the customer has enough funds, even if there is no budget, judging from the entire financial operation, he or she will still be able to spend the money.

Authority: Pay attention to whether the person you are in a relationship with has real power. Whether or not the project's expenditures can be determined, the person you are interviewing should have a say in the expenditures.

Interest: Understand whether customers are interested in new changes that may occur, and How willing are you to change the status quo?

Need: Highlight special needs you can meet and see if they are willing Discover your own latent needs.

Timing: Reaching purchase intention and estimating the signing time. This may require you There are multiple meetings, and because they may involve the influence of several decision-makers, they tend to last a long time. Once you have determined the timing of the purchase and you have gained a qualified potential customer, the next step is to wait for the contract to be signed and then developed into a formal customer.

1. Determine goals: Have an excellent customer list and try to contact senior executives

2. Every interaction counts: Customers care about the value they can generate by working with you. Every communication needs to provide value

3. The solution that best suits the customer

4. Don’t make calculations

5. Multiple contacts: If you want to reach the top of a company, the number of contacts a salesperson needs to make is much higher than what laypeople imagine.

6. Contact through multiple channels: Phone calls are feasible, but the effect will be better if letters and emails can be used.

1. List successful cases: Provide customers with classic success cases and list other companies How to deal with and solve problems when faced with them, and how to achieve success in the end.

2. Get straight to the point: Share the amazing results you have achieved with your customers to fully inspire them of interest, tell them how you did it.

3. New ideas: Show new ideas directly to customers.

4. Differentiation: Use information and explanations to show how your solution is different from others. At the same time, how will you use innovative ways to achieve customer expectations.

5. The first step in opening the chapter: Provide customers with reliable solutions and introduce yourself to make customers easy to understand. Be receptive and don't make him feel that his interests are threatened.

6. Ask for help: express your need for help to the customer and hope that the customer can help You are transferred to the relevant decision-maker.

Pause for a moment: Pausing for a moment is the most critical part of a sales call. You need to wait for the customer to break the silence. Pausing suddenly after speaking attractive content gives the customer a chance to ask questions. Once the customer asks you a question, you have successfully captured his attention. The next step is to stimulate his interest.

1. Directly address hot events: Changes in circumstances create demand. Hot events happen recently Incidents related to client companies. Hot events can be corporate mergers, important personnel appointments and dismissals, encounters with new threats, or the release of new strategies, etc. You should always look for clues about these hot events. You can use Google to dig for hot events related to potential customers.

2. Research: If you have done some homework and researched the customer before making the call, In this case, you are proving that you really want to help them and are not just randomly selecting customers. Only by showing an interest in your customers can you convey a customer-focused approach and your commitment to working hard.

3. Recommender: If you made the call with the recommendation of a recommender, then you Mention his name (the most influential person) as soon as possible on the phone.

4. Social recognition: To create a socially recognized corporate image for your company, such as For example, you can connect your company's name with Fortune 500 companies or important competitors in the customer industry or local companies with high prestige.

5. Experience: Let clients know as soon as possible how long you have worked in a certain field and your main background. If you've been around for a while, this will at least let others know you're not new. Show as much as possible your experience working in specific industries or situations, as in the previous example: "For the past 12 years, we have mainly assisted family businesses..."

In addition to having something truly engaging and to the point, a successful voice message can To follow the 6 strategies for generating customers we introduced above.

Our advice to those salespeople who are repelled and fearful of telemarketing Yes: Just start making phone calls! Everything is difficult at the beginning, but once you make the first call successfully, you can make the second call effortlessly.

A research report involving more than 4,000 salespeople pointed out that 33% of salespeople Have had a “career-limiting phobia” when first contacting a potential client. The report was jointly researched by the Behavioral Science Laboratory of the Southwest Psychological Association and the Hankam School of Business at Bayer University and was published at the 2004 annual meeting. The study also pointed out that once you start inviting customers according to the list and make phone calls for a period of time, Finally, 97% of salespeople overcame their fear of telemarketing.

Develop customers: Make customers who are currently not interested in you become interested through your stimulation and creation.

Solicitation of opinions: Find out the customers who are already interested in purchasing

Existing customers

recommend

Industry Association

Social activities

Focus on how to solve business problems, not sales pitches

1. Briefly introduce your company

2. Raise what you think are the most important issues faced by participants

3. Feel free to ask participants to add questions you haven’t mentioned.

4. Participants rank all questions according to the degree of curiosity.

5. Use the reference case model to describe how you solved the problem before.

6. Display and experience

7. Share the results achieved by past clients

for new opportunities

Leverage a menu approach to develop new opportunities

for customer referrals

Example: I am Rob from XYZ Company. I have been working in software companies since 1995. As far as I know, a common problem faced by financial executives is that they are unable to set revenue targets due to the different closing rates of each salesperson. We have helped other companies improve the accuracy of their performance forecasts and are happy to discuss related issues with you.

1. The buyer has no interest

2. The buyer shows interest and asks you to introduce the product

Writing a letter to potential customers before calling can be a very effective way to increase the number of potential customers who will answer your call. Opportunities to develop new business

Mention this email before calling

1. The shorter the better. No one will read more than one page.

2. Attract the other person’s attention from the beginning. You can list possible goals or questions the buyer may have.

3. Minimize garish slogans and opinions, which will make buyers quickly conclude that your sales pitch is too strong.

4. Don’t try to let the buyer learn more about your company through this letter, just arouse their curiosity. Curiosity is aroused and they will naturally want to know more about your company.

5. You need to understand that these types of letters are likely to be filtered out by the supervisor's assistant.

6. Aim upward (higher than the target position you set), because if the supervisor is interested, he will recommend you to someone in a lower position.

"That's right. When I first visited people in your profession, most of them also That's what they all think. But now they become our best customers and turn their friends Also recommended to us. "

use precise numbers

Metrics strengthen your value proposition

Clearly outline the gaps and gaps between the current situation and the future

Dismal quarterly revenue

new strategic measures

Rapid growth

new product changes

ownership change

venture capital investment

Like new market expansion etc.

New laws and regulations are introduced

natural disaster

Trends or fads affecting your customer base

Key customer changes

financial market, financing environment

1. Clarify the customer’s goals or strategic mission and find the business driving force

2. Determine the challenges and problems it faces

3. Find out why other customers acted quickly and compare them with companies that have already taken action.

Describe the promoter

Citing the research you did previously

Mention trigger event

value proposition

Share insightful thoughts

Mention important information

In China, seeing is believing is a common sentiment. This is why senior managers always like to keep a safe distance from others to avoid things getting messed up and themselves being dragged into the water. For this reason, most salespeople need to be introduced through intermediaries. To avoid embarrassing senior managers if something goes wrong. However, if both parties feel that this meeting is of value and can be expected for the sake of value, then Chinese senior executives will also be willing to attribute the credit to the introducer, making the introducer feel that it is very face-saving. This is one of the rules of operation of "relationships".

Therefore, the rule of thumb for approaching a client executive in China is to be patient and go through a trusted intermediary until the executive is ready to deal with you directly. It may take a year, some say two years, before the client's senior executives see what you can do. Your company's brand may help you open the door to customers. What senior executives with single customers are still pursuing is the long-term establishment and rules of personal relationships. Of course, they also hope to break into your network. Again, these all have to do with the workings of "relationships."

1. Senior managers have authorized subordinates to handle such appointments and meetings.

2. This is the formal procedure of the organization.

3. Senior managers are too busy to arrange meetings with foreign guests themselves.

4. The past experience of senior executives indicates that salespeople should talk to their subordinates first, and then go through screening and filtering before meeting with themselves.

Arrangements for Secretary or Assistant

Other people who support you can help arrange

When your company reorganizes, request a meeting with the client's senior executives to explain the new organizational structure

Recommend a meeting between executives of the same rank from both companies

Accept an arrangement to meet with another senior executive or someone in a lower position, but remember to ask that person to accept you to the key decision-maker and ask for a follow-up meeting to report on the outcome of the meeting.

Lower the level of the meeting and explain that the purpose of the meeting is to report to the client's senior management on your past contributions or to identify the value you can currently generate.

If you can't visit your client's senior executives, your wasted sales costs are actually quite high.

Warning: Unless you have a high degree of confidence that you can get an appointment with a senior executive, don’t try to bypass the gatekeeper.

Approach the topic from a business perspective and never hype the product

Refresh the client's senior executives by asking relevant questions and analyzing their business from a new perspective.

If you are an expert, you can be generous with your spending, as needs are constantly changing, what are the potential limitations of your product, and then suggest some improvements to increase your credibility.

1. Do it all yourself: call directly, or write or email first and then call

2. Through internal sponsors: Ask reliable internal sponsors of the client to help obtain appointment opportunities.

3. Seek referrals from outsiders: Ask outsiders of the client for referrals, such as consultants, business partners or friends.

4. Treat the gatekeeper (confidential assistant, secretary, etc.) kindly and ask him to help obtain meeting opportunities.

1. Prepare in advance

2. Self-introduction: Briefly introduce why we met on Xunjiu

3. Purpose: Explain the purpose of the meeting

4. Reliability: Explain what work you have done for the client organization, or list the value contributions you have made to the client organization in the past. Another option is to describe how you have helped other companies solve similar challenges.

5. Commit to taking necessary action: Propose a clear and specific action plan or next step. Show that you are willing to take responsibility and be responsible for completion.

If a senior manager introduces you to a subordinate