Who can tell me the operation process of doing FMCG business?

First, the three elements of sales call

1, your goal

This "story" is ready to achieve the goal.

3. Access the tools you need

Second, the basic structure of sales telephone

Looking for customers-preparation before interview-contact stage-inquiry stage-listening stage-presentation stage-handling objections-conclusion-follow-up.

(A) looking for customers

1. Market research: determine the research scope according to the product and development purpose.

2. Document construction:

Commercial consideration: whether (1) can meet the requirements of GSP; (2) business reputation evaluation; (3) whether the operator's thinking is open; (4) Channel coverage.

3. Screening customers:

(1) firmly grasp the 80/20 rule; (2) Choose the most suitable customers for the enterprise.

(2) Preparation before the visit

First, customer analysis

Customer profile (basic information, department, grade), purchase/use/access records.

If you go to see a doctor, you should know his prescription habits. If you visit a salesperson, you should know his recommendation habits and his self-knowledge of this kind of knowledge.

B, set the visit target (SMART)

S- concrete (concrete) M- measurable (measurable) A- achievement (achievable)

R- realistic T- time bond (time period)

C. access policy (5W 1H)

D, data preparation and "sales story"

E, dress and psychological preparation

Sales preparation

A, work preparation B, psychological preparation

Be familiar with the company and be prepared to go all out.

Be familiar with the product situation, define the goal and make a good plan.

Understand the customer situation and cultivate a high degree of enterprise.

Understand the market situation and cultivate perseverance.

Cultivate a high degree of self-confidence

Cultivate a high degree of discipline

Murphy's law

If there is the possibility of making mistakes, there will be mistakes. Things always fall out of reach.

When the cake falls on the ground, there is always cream on the ground, and some things are always getting worse.

Make it clear who to visit: Who will you visit during the sales call?

Doctors, pharmacists, commercial and administrative officials, retail pharmacies

1, the purpose of seeing a doctor

(1) Introduce the product; (2) Understand the competitive products; (3) establishing friendship (4) expanding the number of prescriptions; (5) Contact the pharmacy

(6) Clinical trials; (7) After-sales service

2. The elements of seeing a doctor

(1) self-confidence; (2) product knowledge; (3) sales skills; (4) tools; (5) Plan and purpose

3. The purpose of visiting the owner of hospital pharmacy/retail pharmacy

(1) Introduce the product; (2) buying goods; (3) check the inventory; (4) Digesting inventory; (5) dredge the relationship/channel; (6) Competitive varieties

4. Purpose of business visit

(1) Know the company; (2) promoting the purchase of goods; (3) check the inventory; (4) dunning; (5) competing products; (6) After-sales service

(7) maintain friendship; (8) Agreement

5. The purpose of visiting the salespersons in retail pharmacies

(1) Understand the marketing situation; (2) Understand the promotion methods of competitors; (3) inventory; (4) Handling objections

(5) training product knowledge and sales skills; (6) cash rewards or commissions; (7) Delivery of terminal publicity materials

(8) communicate feelings and enhance friendship

Step 6 visit customers

(1) Make a visit plan; (2) Make good use of visiting time and place to improve visiting efficiency; (3) Make good use of the opening remarks and leave a good impression.

(4) Be good at grasping the opportunity of revisiting.

(3) Contact stage

A. Opening remarks

Easy to understand, concise, innovative, less repetition, less "I", more "you" and "your company"

Clever choice of greetings is very important.

B. Mode

Cut to the chase, praise, curiosity, enthusiasm (greeting), request

Matters needing attention in contact stage

A. Cherish the first 6 seconds: When you meet for the first time, most people will have a preliminary impression within 6 seconds. Love at first sight is heartless.

B, the application of eyes: understand the etiquette of eyes and pay attention to the focus of eyes.

C, a good start

Harmony, positivity, theme creation, entry needs and sufficient time.

D, possible difficulties

Lengthy, silent, negative, unclear purpose, bad experience and hasty time.

(4) Inquiry stage

What is detection?

Explore each other and ask questions.

practise

1. How will you solve it when you meet a customer for the first time?

2. Each person lists three different forms of opening remarks?

3. Everyone lists three different types of questions?

The purpose of inquiry: A, collecting information B, discovering requirements C, controlling access D, promoting participation E and improving communication.

Type of question asked

Affirmative Questions-Restrictive Questions (Yes/No)

(isn't it, isn't it, is it ok? )

Open question-open question

(5W，2H)

A questionable question-a hypothetical question

(You mean-if-)

Open question pattern

(5W，2H)

Who is it and how many are there?

What is what? How about it?

Where is it? where

When, when and why?

Restrictive interrogative sentence patterns Hypothetical interrogative sentence patterns

Isn't it? What do you mean?

Right? If-

Right?

May I?

Open question

Open question opportunity:

When you want your customers to speak freely.

When you want customers to provide you with useful information, when you want to change the subject.

Have enough information

Benefits: Guide the conversation without the customer's knowledge.

The client thinks he is the protagonist of the negotiation.

harmonious atmosphere

Disadvantages: it takes a lot of time, requires customers to talk more, and may lose the theme.

Restrictive questioning

Restricted question opportunity:

When customers are unwilling to provide you with useful information

When you want to change the subject

Key steps to reach a conclusion

Benefits:

Get clear points quickly.

Determine each other's thoughts

"Lock in" customers

Disadvantages:

Less information, more problems, "negative" atmosphere, and convenience for uncooperative customers.

Hypothetical questioning

Hypothetical question timing:

When you want to find out what customers really think

When you want to help your customers explain their feelings.

Benefits:

Can sort out the real thoughts of customers.

Can accurately explain the meaning

Be polite.

Disadvantages: with personal subjective consciousness.

(v) Presentation stage

1, to clarify customer needs; 2 state the purpose of the visit

3, professional introduction FFAB, constantly meet customer needs.

FFAB is actually:

Features: Features of the product or solution;

Function: the function brought by characteristics;

Advantages: the advantages of these functions;

Benefits: the benefits brought by these advantages;

Before introducing FFAB, we should analyze the proportion of customer demand, sort the sales priorities of products, and then expand FFAB. When launching FFAB, you should simply state the features and functions of the product, avoid using difficult terms, and summarize the advantages that are beneficial to customers by citing its advantages and general interests that customers can accept. Here, marketers should remember that customers always buy because the products and services you provide can bring them benefits, not because they are interested in your products and services;

(6) Handling objections

1. What is the customer's objection?

2. What is behind the objection?

3. Handle objections in a timely manner.

4. Turn customers into "people": grasp human nature and needs.

Handling objections: in the face of customer questions, make good use of addition, subtraction, multiplication and division.

A. When customers raise objections, we should seek common ground while reserving differences by subtraction;

B. When summing up in front of the customer, add up the content that the customer has not fully recognized;

C. When customers bargain, division should be used to emphasize the unit profit left by products to customers;

D. When marketers do their own cost analysis, they should use multiplication to calculate how much room they have left for themselves;

(7) Closing (summary) stage

1, strike while the iron is hot

Step 2 Use more restrictive questions

3. Turn intention into contract in time.

4. Confirm the necessary clauses.

Procedure: Commitment and close business relationship are required.

1, review the interests of customers;

2. Put forward the next plan;

3. Ask whether to accept it;

When the marketer completes the above three procedures, he will describe his vision when buying products or services for customers, and finally stimulate the desire of prospective customers to buy; Once you accidentally capture the following information of the customer:

Customer's facial expression:

1, nodding frequently; 2. Calm gaze; 3. Abnormal changes;

Customer's body language:

1, lean forward; 2. Turn from a closed sitting position to an open sitting position; 3. take notes;

Customer's tone and words:

That's a good idea. wait for ...

(viii) Subsequent stage

1, understand customer feedback 2, and handle objections; 3 communication and friendship; 4. Welfare cash; 5. Get the next order

< second > telemarketing skills

1. First of all, you should overcome your psychological barrier of being afraid or refusing to call, and take the first step bravely, and everything will be fine. Not everyone can do a good job in psychological construction. In addition to professional knowledge and accomplishment, we also need superhuman endurance and keen observation-all by human efforts.

Remember that when you make a phone call, the other party can't see your expression and attitude, but you can judge your first impression from your voice. Therefore, only by maintaining a happy mood can we have a happy tone and reduce the rejection of the other party, so as to achieve the first step of affinity-caring for each other.

Proper greetings can bring us closer together and make them think that we are friends, not just callers. In general, you should pay attention to the following points when making a phone call:

A. At the beginning of the week, every company is usually very busy, which is the last day for office workers, so don't call too early to avoid spending a lot of time and not getting the ideal result.

B. Adjust the telephone conversation time according to different industries.

C. you should have a preliminary understanding of this industry when you call; When you are busy, when you can make a phone call.

D. If you know each other's titles, you should address them directly, which will make them feel valued.

E. At the end of the visit, you should express your gratitude and say "Sorry for taking up so much of your time".

4. How to say the first sentence. Frequently encountered situations are as follows:

A. The switchboard won't transfer: say thank you for hanging up first, and then call back when the whole visit is planned. Maybe the switchboard is busy or in a bad mood.

B. The other party indicates that someone is already in charge and doesn't want to transfer: ask the other party politely and judge whether to call again next time.

C. The other party said that there is no special person in charge: ask the other party for basic information completely so that you can call again in the future.

D. Special person is absent: ask the other party to give the full name and title of the person in charge, and when he will usually be there.

E. Unable to connect or no answer: You should check whether the other party's phone is wrong or faulty through the information desk (e.g. 1 14).

F. If you don't want to say more, hang up: Next time you call, check your expression or timing.

5. If you pass the first level successfully, you should be able to successfully complete the interview, because the first step of success has been taken, and the next step is how to complete a complete customer information card.

A. Keep the handwriting of the customer information card neat, so as not to increase your unnecessary troubles.

B. extract the highlights of the interview.

6. After filling in the customer information card, the date of telephone contact and the name of the telephone contact person should be added.

7. Ask about the content and industry of the main products sold or manufactured by the other party.

8. If possible, further inquire about the situation of the other company, product requirements and impressions of other cooperative manufacturers.

9. The general process of telephone call: after receiving the telephone call information, tidy it up → prepare tools, adjust your mood → start telephone call → visit each customer, and fill out a customer information card.

How to make psychological adjustment;

1. Most people think that making a phone call is either the most humble job or a simple job, but in fact it is not. It is quite difficult to make a good phone call. You might as well tell yourself that you have done a great job.

2. The sense of accomplishment and satisfaction gained by calling is different from that of ordinary work. You can get applause of the same value, but you may only get one applause if you work hard. But don't lose heart, as long as you make unremitting efforts, it may not be that this applause has brought a higher sense of accomplishment and satisfaction, so why not dare to challenge yourself. The frustration that successful telephone callers endure before success is considerable and the time spent is unimaginable.

3. Many companies screen potential customers by telephone, and different qualities of callers often cause some troubles. If the interviewee wants to have a telephone interview, he either hangs up or says he is not available. Telephone interviewers should not be frustrated by being hung up several times, because a successful telephone interviewer may be hung up several times before or even after success.

If the interviewee has a bad tone, you should keep a good tone, don't be influenced by this kind of mood fluctuation, hang up the phone politely and re-plan the next call to Japan.

When you meet a chattering interviewee, remember not to talk to the other person. You should cut into the key points of the interview as soon as possible, euphemistically hint at the purpose of the other party's call, and end the call in due course. Because this is a wonderful way to refuse an interview, don't be fooled!

6. If you meet an interviewee who refuses to talk, you should be patient and let the other person unconsciously tell us the information you want.

7. Don't expect too much from success at the beginning, and you don't need to hold a certain failure. Each party holds 50% of the shares. Nothing in the world is absolute, everything is changeable. Expectation is too high, and failure is hard to recover; Expectations are too low to taste the fruits of success.

8. Telephone interviewers should regard being hung up or being rejected by the other party as a kind of training, so as to improve themselves. In this way, your skills and customer information cards will be improved.

9. It is difficult to define what success is. You might as well give yourself some time to complete the goal you want to achieve and do what you can, and you will be happy to do it, remember! Don't wronged yourself to get paid.

10. There are many things that can only be pondered by your own experience, but you can't communicate with words. I hope you can become the best telephone operator in the shortest time.

< Third > Bypass the foreground method

1. Look for the boss's name when looking for information. When you make a phone call, go directly to the boss. If the other person asks me who I am, I will say that I am a customer or a friend, so I have a greater chance of finding it; ) pretending to be the boss's friend/customer (departments with business contacts with the outside world are getting better and better, such as personnel recruitment, sales, marketing, advertising, procurement, etc. )

2. Prepare more telephones of this company, make calls with different numbers, and different people will have different reactions when answering them, so the chances of success are higher.

3. Just turn to the extension and ask again (don't press 0 to turn to labor), maybe to the salesman or the personnel department, so as to avoid the front desk, and then see how to communicate with non-front desk personnel, maybe to the boss, hehe!

4. Tell the front desk directly that it is good to build a website, or it is necessary to promote it, so that she can't refuse!

If you think this customer has a bright future, don't give up. You can find another colleague to help you, test your colleagues and learn new methods by the way!

6. The situation is serious (making it impossible to handle) For example, (to the real estate company) Hello, I have a building to rent, and I want to talk to the boss of your company. I want to know the name of your boss? Another example: (for advertising companies) Hello, I'm from Beijing Evening News. Who is the boss of your company? Let's talk to him about agency!

7. Hello, I am www.5 1job, and your company has registered the recruitment information with us. Who is the legal person of your company? Because we want to check your relevant credit situation!

8. Exaggerate your identity! For example: Hello, turn to your manager Li (louder)! I'm Mr. Wang from XX Company!

I used the two meanest methods in history.

Suppose we know the boss's surname is Li.

Hello, this is++company.

Hello, is Uncle Li there? I am his nephew!

DuDu-turn around

Do you know the boss's last name?

Hello, this is * * company.

Hello, company. Are you in the * * building? I'm from the power company. There is something wrong with your electricity bill this month. Please go to the administration department.

It is easy to deal with them. As long as you have the desire to conquer them, there is a way! )

10. Threat method!

1) Miss, this matter is very important. Can you make a decision? I am in a hurry. Please pass it on to your boss (or person in charge) at once.

Remarks: This method is suitable for buying domain names!

1 1. Hello ... Is Mr. Li there?

No. Where are you?

A: I come from Quanzhou. My surname is Zhang. What's his telephone number?

Keep your voice down. Usually the front desk will tell your boss about his mobile phone.

12. Front Desk: Where are you?

Answer: Xiamen, just arrived in Fuzhou, I have something important to ask your boss (say it if you know the name).

Front desk: I asked you where and which company? !

Answer: Miss, what's your last name? I'm not used to your asking questions like this, you know? ! (Strong tone, patting the table to talk) If you are here, transfer it to me now, if not, bring your mobile phone!

13. Miss, Mr. Zhang may have something urgent for me. He called my cell phone. Is he still in the company? I'll call back, thanks.

14. Hello, my name is Huang, and I am a new employee of Xiamen Ministry of Commerce. I hope to have a good communication with you. I think this method is useful to bypass the front desk sometimes.

For other places, the official way: Hello, I am (Xiamen), entrusted by the relevant state departments, looking for the general manager of your company!

Local: I: "Hello, transfer to the general manager."

Miss: "What can I do for you?"

Me: "Yes"

Miss: "Which unit are you from?"

Me: "I am Huang."

Comments: Miss will think that we are familiar with the general manager when she hears our names. This method is really good. Give it a try!

15. 1) There are many local bosses in Huizhou, so I just said, "Is the boss there? What's his telephone number? "

2) Sometimes after knowing the boss's last name, I will say, "Is boss Wang there?"

If not, just say, "Has he been to our company? Why hasn't it come yet? How many mobile phones? "

16. "I'm from * * post office. Excuse me, the full name of your company is * * * *, and the general manager is * * *. I'll check with him now.

Generally, this method is more effective in Guangzhou, and some people pretend to be government agencies or banks.

17. This is Zhou from Xiamen Branch. I'm honest, and I respect her usual way of getting around the front desk:

Good morning, Miss Wang! I'm Zhou from China Enterprise Network. I contacted Mr. Li yesterday. I wonder if you can arrange to call me and Mr. Li this morning or afternoon. It only takes 2 minutes. Thank you!

18. I usually look for the relevant person in charge or boss as an international buyer.

Sometimes I will leave them another mobile phone and ask them to call the boss to find me!

19. Hello, I'm from XX Office of National Internet Information Center. Put your boss on the phone!

20. In Wuhan, many people are nosy and insist on asking questions. In fact, whether they ask or not is the same, so the more she wants to know, the more I delay. Usually, she says,-* has been there? -Who are you? I am a friend of his. -What can I do for him?

-It's personal. Isn't he here? Then she gave it to the boss. Or she'll say-he's not here. Then tell me his cell phone. I lost his number. Thank you. It is urgent.

2 1. If you are looking for a boss, I usually say that you are a foreign translator, and then ask for the boss's name and mobile phone. This method is quite useful. You should try it. For example, hello, there is a XX company in Germany. I saw your company's English website (supply and demand information) and wanted to call your boss. What's your boss's mobile phone number? Is he here? ……

22. "hello! XX company? We are from the Economic and Trade Commission of the municipal government. We have an important economic forum to invite the person in charge of your company. Please transfer the call to him, and we will confirm with him. "

Because there happened to be such a large-scale activity in our Guangzhou company last month, I got many bosses' names and phone numbers through this kind of phone.

23. After knowing the name (male) of the boss of this company, please hire a man.

Pick up the phone: I'm looking for * * * (by name). . . . . . Not here? What's his cell phone number? . . . . . . Who am I? We drank together yesterday! (Embarrassed tone)

24. I forgot the last name of your general manager. By the way, last time he said to me: Call him later. So I called him today. Can you transfer me to the general manager's office? Thank you!

25. I'd like to speak to Mr. X. Why isn't he here? Didn't you agree that I should call at this time today? When do you think he will come back? This is quite important. Is his mobile phone 138 or 139? You tell me, I'll write it down.

26. Hello! This is Pang Yu from Shenyang Branch. I usually say to the receptionist, "I know you are in a dilemma." You get a lot of calls every day. It's difficult to decide which phone to call the boss. I have had such an experience, and I understand you very well. At the same time, I also tell you that I am calling your boss for an important matter in your company. I must contact your boss at once. Please help me find it now.

27. If you claim to be a bank, you need to check the information with General X, or if there is something wrong with your deposit, you should inform General X. The front desk is generally afraid to ask the boss for money. )

28. Hello, I'm a reporter. I want to discuss something with your boss.

29. "hello! Get me your boss! I sent him a fax yesterday to confirm whether he received it. "

30. If your English is good, say a few words of pure English to the front desk and get it done immediately. Absolutely not.

3 1. Think about it! There are many good ways, use your head!

& lt fourth > business etiquette

Appearance-general items

Develop good personal hygiene habits

Hair: clean and dandruff-free. Soft hair can be set with mousse. In the office, women with long hair don't have long hair.

Eyes: clean, no secretions, to avoid eye congestion.

Nose: Don't let nose hair poke everywhere, and don't pick your nose in public.

Mouth and teeth: clean, no food residue.

Appearance-general items

-Nails: Clean and trim regularly.

Men's beards: cut and shave every day.

Accessories and accessories: check for stains or touch skew.

Keep it neat and tidy regularly.

Behavior demonstration

Diana Whelan:

Stretching of neck, back, arms and legs

And agile pace and beauty are closely related.

Professional etiquette

standing position

Keep your head flat, shoulders flat, naturally hold your chest and abdomen, and keep your center of gravity stable.

Professional etiquette

sitting position

Ladies have all kinds of beautiful seats.

Pose, but anyway, knees.

Cover together is an eternal principle.

Professional etiquette

Squat posture

Must ensure that the thigh

Close to your knees.

Professional etiquette

get on or off the bus

Legs together

Professional etiquette

Business Etiquette-Introduction Etiquette

First of all, introduce humble people to distinguished people.

Young people gave it to old people.

Colleagues in our own company give them to colleagues in other companies.

Junior supervisor to senior supervisor

Company colleagues give customers

Unofficial personnel versus official personnel

Domestic colleagues versus foreign colleagues

Business Etiquette-Introduction Etiquette (continued)

When introducing, state the identity/title of the introduced person.

It is common to forget someone's name for a while.

Introduce yourself voluntarily.

Business etiquette-the etiquette of shaking hands

When should I shake hands?

Meet someone you know.

Say goodbye to others

When someone enters your office or leaves.

When introduced to each other

Comfort sb.

General social etiquette

Etiquette for exchanging business cards (1)

If you are sitting, get up and try to accept the business card handed over by the other party.

Those with lower qualifications take the lead in handing out personal business cards with their right hands.

When visiting a foreign country, hand out your business card after being introduced by your boss.

When accepting a business card, you should pick it up with both hands and determine its name and position.

After accepting a business card, it is not appropriate to put it on the table.

Etiquette for exchanging business cards (2)

Always check your wallet.

Don't distribute dirty or wrinkled business cards.

Put the business card holder or wallet in the inner pocket of the suit so as not to take it out of the back pocket of the trousers.

Try to avoid writing irrelevant things on each other's business cards.

Don't play with each other's business cards unconsciously.

Don't hand in your business card first when the boss is around. You can't hand in your business card until the boss hands it in.

Taxi seating order

Seating order of private cars

Seating order when taking the train

Telephone etiquette

The difference between face-to-face communication and telephone communication

Telephone etiquette

Keep the most beautiful voice.

—speed

-Tone

-Volume

-Smile.

Some basic skills when answering the phone

-Answer the phone

-Transfer the call

The receiver is not here.

-Please leave a message

—End the call

-Telephone recording

Etiquette for answering the phone

The bell rings

Pick up the receiver

Say your name and greetings.

Confirm each other's names

Asking about incoming calls

Then summarize and confirm the call.

End the call politely.

put asid

Etiquette of calling.

put asid

self-introduction

Confirm and greet each other.

Explain the call

Re-summary confirmation

End the conversation politely.

put asid

Telephone Precautions (1)

When you hear the phone ring, if you are chewing something, don't answer the phone right away. Spit out the food quickly and then answer the phone.

When you hear the phone ring, if you are laughing or arguing, be sure to wait until your mood is stable before answering the phone.

When you answer the phone, you should have a spirit at the beginning of the greeting.

When making a phone call, you should cooperate with body movements such as smiling and nodding.

Don't speak too loudly and don't put the microphone too close to your mouth.

Telephone Precautions (2)

If you answer the phone, be sure to ask the customer if he needs to leave a message.

Answer the phone call that kept you waiting and apologize to the caller.

You were talking to a guest when the phone call came. You should tell the other person that there is a guest and call him later.

When a friend makes a phone call at work, he should end the call briefly and quickly.

Never quarrel with the other party when you receive a complaint call.

Etiquette for visiting customers

Step 1. Make an appointment in advance.

Step two. Get ready.

Step three. Check with the person you are visiting before you leave, and leave when the time is right.

Step four. Go to the client's office building

Step 5: Enter the room.

Step six. Meet the person you want to visit.

Step 7: Negotiation

Step 8: Leave

China Dietary Etiquette

Use napkins correctly

Use male chopsticks and female spoons.

Carry vegetables

eat soup

Don't talk to people with food in their mouths.

roast

discuss

Leave the seat

Etiquette of western buffet

Take vegetables in order.

It's best to take one or two dishes at a time.

Do not mix special spoons or food clips.

This plate can no longer be used.

Don't waste.

Don't eat too much

Observe western etiquette

Pay attention to western food

Use tableware correctly

How to eat (salad, main course and noodles, bread, soup, fruit)

Diet posture

discuss