What are the planning and operation skills of brand liquor sales activities?

For the front-line business personnel engaged in liquor marketing, they have to deal with various terminal bosses, hotel bar staff and service personnel every day. As the image ambassador and product spokesperson of the enterprise, how to communicate with customers, let customers identify with us, and then identify with our enterprise and products is a problem that every salesperson must think about. This paper briefly summarizes and shares the common sales words used by salespeople in practical work.

First, the understanding of sales speech.

As the saying goes, a word makes people jump and a word makes people laugh. Language is a basic course for salespeople, and it is also a very artistic subject. How to make customers accept us quickly depends largely on whether we master professional sales speech.

Sales speech, as its name implies, refers to the process of completing and expressing a sales with language. It is to solve the psychological problems of customers in the purchase decision-making process and let customers accept every link until the sale is completed. The two most important factors in sales speech are speaking and listening, of which speaking accounts for only 25%, while 75% is listening attentively, first listening to customers' needs and speaking pertinently. By mastering the sales skills, the transaction rate can be greatly improved in practical work. Even if you can't close the deal, it is also a lubricant to increase the relationship with end customers. At the same time, by practicing professional sales speeches, we can make great progress in improving corporate image and self-professionalism.

Second, the practical application of sales speech.

0 1. How to make customers agree with our views?

As a representative of the enterprise, when talking with customers, how to make customers quickly agree with our views and then accept our products can be mainly used as a reference from the following aspects:

1, praise customers more.

Everyone likes to listen to good words and be praised by others. Salespeople should not be stingy with their compliments. For example, when they enter the door and see that the boss's shop is beautifully decorated, they should praise it like this: "The boss's door is very imposing, and the business must be very prosperous." But when we praise, we often give customers a "fake" feeling, such as "your tie is really beautiful!" It would be better to praise from a certain "point", such as "the tie your wife picked out for you, the color is very stable, which is very suitable for your major!"

2. Ask customers more.

Asking customers will give people a sense of modesty, especially some tough customers, and our tone of voice is often very sensitive to them. For example, now a store finds that our products are sold out and wants to show the boss the inventory. The general statement may be straightforward: "Why are our products out of stock?" Why not go in when it's sold out? "And the tone of the consultation is" Hello, boss! Can you help me find out how much wine is in stock now? Take a look at it for me! If you don't want me to make it up to you, "

Step 3 use the tone of discussion

The tone of discussion gives customers a sense of respect, which is easily accepted by ordinary customers. For example, a market has just been out of stock 1000 cases, and customers are embarrassed at many points. The general saying is: "We have just arrived at 1000 cases. How many boxes do you want? " The keynote of the discussion is: "Mr. Wang, 1000 boxes of products have just arrived at the factory. Seeing that you sell so well, I specially left 500 boxes for you. When do you think it will be delivered to you? "

Step 4 use professional language

Only professionals can have a chance. When communicating with customers, use professional language as much as possible, and customers will be more convinced. For example, when we ask customers to show their cards, we can say, "Cards are really important. According to the investigation of international authoritative organization AC Nielsen, the sales opportunities of products will increase by 40%, and if products are combined with centralized display, the sales opportunities will increase by 30%. If these two points are achieved, it can be greatly improved.

Step 5 ensure passion

Passion is an important factor affecting customers' purchase. Staying enthusiastic will give customers a sense of trust and security. For example, we introduce products in a casual tone for a long time, and even the best products will not be believed by customers. On the contrary, with a passionate tone, customers will be willing to listen and accept it easily.

6. Stay confident

Only self-confidence can make customers trust us. For example, when we introduced the product policy, the customer said that the strength was too small, which was much worse than the competing products. We should say this: "All products with huge profits are products that are not sold well or produced by informal manufacturers, but ours are different, with guaranteed quality and reasonable price."

7. Have a sense of service

In face-to-face communication with customers, conscious service or conveying service awareness will leave a good impression and feeling on customers, such as helping customers sort out cards and promising customers: "We deliver goods in time, as long as you make a phone call, it will arrive in 3 hours" and "We will win prizes in time, as long as you have a prize card, no matter how many, no matter the date, we can redeem it for you at any time".

02, how to deal with the terminal refused to us?

Salespeople face many different types of customers every day, and they will encounter all kinds of rejections. How to deal with them and take customer rejection as an opportunity? There is a saying that "sales opportunities begin with rejection". Generally speaking, you can refer to the following five steps to deal with customer rejection:

1. Accept customers' opinions.

No matter what reasons customers use to prevaricate and reject us, we must first sincerely express our understanding and acceptance of some customers' views, that is, "seeking common ground while reserving differences." For example, if a customer says, "Your wine is really hard to sell, so I won't go in", we will say, "I understand your point of view, and it really wastes your breath when recommending it".

2. Analyze the reasons.

When the customer puts forward the reasons for rejection, on the one hand, it is in favor and understanding, but at the same time, it should also help analyze the reasons. For example, in the above case, we can explain it like this: "It is normal that it is not easy to sell now. It's already very hot, and there are fewer people drinking. Not only do our products and other best-selling products sell slowly, but also our products are new products and are gradually accepted by consumers. What needs to be shown most now. Look at our products.

3, list the third party's favorable proof

Similarly, for the above cases, we can introduce some successful cases to customers to increase their confidence. We can say, "In fact, although our products haven't been on the market for a long time, the demand is very good now. We can ship dozens of boxes every day, which is already the favorite product of some store owners. You see, I just put a few boxes in the store "(you can show the boss the prepared supply documents).

4. Special handling of objections.

When customers have gradually accepted our point of view, there may still be some questions, such as asking about prices, policies, services and so on. At this point, it shows that the customer has basically eliminated the resistance and needs to win the battle. We can say: "Don't worry, we are regular manufacturers, and controlling the market is more important than sales. We will never allow anyone to price, and the policy will be unified to ensure that you can have enough profits.

5. Ask for a transaction immediately.

The last step is to reach a deal as soon as possible, because the customers who refuse us are generally not our loyal customers. They face many factory salesmen every day, and it is easy to change their decisions. Therefore, once they are interested, they need to close the transaction immediately. We can say, "Having said that, your worry is no longer a problem. Now, when you are free today, I will give you two boxes, ok?

03, how to refuse the customer's request?

In our actual visits to customers, we often meet the requirements of customers, and some requirements even violate the enterprise principles. How should we deal with such a situation? Reject customers without offending them. Generally speaking, there are several tips for rejecting customers:

1, indicating understanding and inner rejection. For example, if a customer asks us to give a 20% sales rebate, we should say, "I understand your idea. You also want to earn more money and sell more of our wine, but ... "

2, the principle of serious company "but our company has regulations, all price policies are the same, I don't have this right, even if I give you my sales commission, the company will be punished if it finds out."

3. Report to the leader to apply for an exception. If the customer sells a lot because of a small policy, we can also say, "What do you think? We can't compromise on the price. I will apply to the leader later to see if I can apply for some gifts to help you promote it, but you must ensure that 20 pieces are placed. "

4. Gentle and Euphemistic Rejection For customers who are too demanding, we don't need to apply, but we should adopt a euphemistic rejection. For example, if a customer asks for a price reduction, we can say, "The price of our company's products is already very favorable in the same grade, and there is nothing we can do without a price reduction notice."

In a word, sales depend on wisdom and language ability, and you should have a good proper limit when speaking. We should not only find ways from the standpoint of customers and enterprises, but also make customers feel that we are professional and trustworthy. A journey of a thousand miles begins with a single step. If you want to do better in sales, you must keep speaking and practicing, and gradually accumulate your own vocabulary.

Liquor marketing is a systematic project, which needs research and development. Pay attention to the story about wine in the official WeChat account, and reply to the number "06" to get the download link and download extraction code of Baidu's network disk, and get more complete sets of actual case analysis materials of wine marketing activities planning and brand sales activities for free.