How to conduct effective home visits in tourism marketing

The first section successful visit image

The concept of "you can sell if you are willing to work" is outdated! Instead, it is "careful planning, saving time and effort!" The only participant in the visit is the customer. If you want to make progress, you should first critically examine your efforts and then decide what to do.

Visiting customers at home, especially for the first time, is inevitably a little wary of each other and difficult to relax. Therefore, marketers should pay special attention to the first impression we leave others, and a successful visiting image can help you to succeed.

External image: dress, appearance, manners and even expressions should be as natural as possible to maintain a good impression.

Control your emotions: Bad emotions are the enemy of success, so you should learn to control your emotions remotely.

Affinity relationship: eliminating the psychological barriers of customers and establishing affinity relationship will build a bridge to communicate with customers.

Sincere attitude: "What you know is what you know, and what you don't know is what you don't know", which is the basic truth of being a man as the old saying goes.

Self-confidence psychology: Self-confidence comes from psychology. Only by "believing in the company, products and yourself" can we build a strong self-confidence mentality.

Section 2 Preparation before Visit

Contact is an important step to facilitate the transaction. For conference marketing, home visit contact is the cornerstone of success. Before visiting customers, marketers should lay a solid foundation for success.

First, plan and prepare.

1. planning purpose: because our sales model is continuous, the purpose of door-to-door visits is to promote ourselves and corporate culture rather than products.

2. Planning task: The primary task of marketers is to transform their "stranger position" into "friend position" in a short time.

3. Planning route: Make a visit according to the excellent planning route and make a visit plan. Today's customer visit is the continuation of yesterday's customer visit and the starting point of tomorrow's customer visit. Sales staff should do a good job in route planning, arrange work in a unified way, make rational use of time and improve the efficiency of visiting.

Example: When an employee of XX Company visited a customer, he didn't arrange the time according to the planned route. The employee visits four customers every day, two of whom live in residential areas. However, employees have no plans. After visiting three customers, he took out the customer information and found that the fourth customer lived with the first customer, and it was far from the community where the first customer lived. It was already eight o'clock in the evening when we got there. As a result, the appointment with the customer was too early. When I arrived at the customer's home, the customer was very disappointed.

4. Introduction to the plan: How to enter the door is the biggest problem we encounter. A good beginning is half the battle, and we have a 75% chance.

Second, external preparation.

1. Instrument preparation: "All appearances are not gold" is used to warn people, while "90% of the first impression depends on the instrument". If you want a successful home visit, you must choose clothes that suit your personality to reflect your professional image. Show the brand image and corporate image to customers through a good personal image. It is best to wear the uniform clothes of the company, so that customers feel that the company is very formal and has a good corporate culture.

Gfd:

Men wear a uniform jacket and tie, dark pants and black flat shoes to avoid hair problems such as long hair and dyeing, and do not need to wear any accessories.

Ladies wear a uniform jacket and tie, dark pants or skirts, black leather shoes, avoid hair distribution and dyeing, and do not wear any accessories.

Case: For example, a female marketer of xxx Company made an appointment with a client and visited her home. Because she didn't pay attention to the details of gfd, she wore a suspender T-shirt, a denim skirt and yellow hair. After arriving at the customer's home, an aunt in her sixties opened the security door. She saw that XXX company was such a salesman and slammed the door. The salesman didn't even come in. She spent a lot of time and sweat, but lost a chance to visit.

2. Information preparation: "Know yourself and know yourself, and you will be invincible!" Efforts should be made to collect customer information (educational background, living standards, hobbies, social scope, habits and hobbies, etc.). ) and master the activity information, company information and industry information.

3. Tool preparation: "If a worker wants to do a good job, he must sharpen his tools first." In addition to the spirit of giving up, a complete set of sales tools is an absolutely indispensable combat weapon. There is a saying in the business circles of Taiwan Province Province that "sales tools are like the sword of a knight". Salespeople should bring all materials that can promote sales. The survey shows that when salespeople visit customers, using sales tools can reduce the labor cost by 50%, improve the success rate 10% and improve the sales quality 100%! Sales tools include product manuals, corporate promotional materials, business cards, calculators, notebooks, pens, price lists, promotional materials, etc.

4. Time preparation: If you make an appointment with the customer in advance, you should arrive on time. If you arrive too early, it will add some pressure to your customers. If you arrive too late, you will send a message of "I don't respect you" to customers, and at the same time, it will also make customers feel distrust. It is best to arrive 5-7 minutes in advance and get ready to open the door.

For example, a salesperson of XX Company arranged a visit to the old person in charge of a cadre retreat. Because of his own mistakes, he didn't arrive on time, which disappointed the old chief. When the salesman arrived, the old chief was not at home. As a result, the salesman went to a lot of trouble but made a trip for nothing.

Third, internal preparation.

1, confidence preparation: Facts have proved that the psychological quality of marketers is an important reason for success, highlighting their best personality, making everyone love them and maintaining a positive and optimistic attitude.

2. Knowledge preparation: Home visit is a warm-up activity before sales activities. The most important thing at this stage is to create opportunities. The way to create opportunities is to raise topics that the other person cares about.

3. Refuse to prepare: Most customers are friendly. Think about it from another angle. Usually in the initial stage of contact with strangers, everyone will instinctively resist and protect themselves, find an excuse to push you away, and not really hate you.

4, smile preparation: management pays attention to humanized management, if you want others to be good to you, you must be good to others first.

Section III Visiting Methods and Steps

Many people always envy those who are successful and think that they are always too lucky and they are always unlucky. Facts have proved that there is good luck, but good luck always favors honest and passionate people!

First of all, the ten-minute rule of home visit

The first ten minutes: We have never communicated with customers we have never met before, but "we met and hated each other three minutes late"! So the first ten minutes are crucial. These ten minutes are mainly a communication to eliminate strangeness.

Focus for three minutes: naturally transition to the focus of the conversation after getting familiar with the customer's needs. In order to avoid the vigilance of customers, don't gild the lily for more than ten minutes. These ten minutes are mainly about emotional communication to find out whether the customer is our target customer.

Leave for ten minutes: In order to avoid the failure of many home visits, we'd better leave the customer's home within ten minutes after the key conversation. Leave suspense for customers and make them interested in the activity.

Second, the seven steps of the first home visit

1, the first step-determine the door.

A good book does not choose a pen, and a good cook does not choose rice. Marketers who complain about poor tools or goods usually have only three feet of work and won't achieve much.

Knock: ring the doorbell or knock at the door before entering, and then stand at the door. It is wise to knock on the door three times. The sound is rhythmic but not too heavy.

Words: "Is Uncle XX at home?" "I'm Xiao X from XX Company!" Active, warm and kind words are the golden key to successfully open the door to customers.

Attitude: Be sure to show your attitude before entering the door-be honest and generous! At the same time, avoid arrogance, panic, servility, indifference, randomness and other bad attitudes.

Note: A rigorous life style can represent the overall level of companies and individuals. Never let such small details as changing shoes and playing umbrellas affect big things.

2, the second step-praise observation

In the process of home visits, you will meet all kinds of customers. Every customer's cognitive concept and education level are different, but one thing needs to be emphasized-"There are no customers who don't accept products and services, only customers who don't accept marketers who promote products and services. Customers all have needs, but the difference is which brand of products or services to choose!

Praise: Everyone likes to be flattered by good words, which is the so-called "label effect". Praise is the best-selling weapon.

Words: "Your home is so clean" and "You look so beautiful today". The room is clean room layout-room layout-color-temperament-wearing.

Level: Praise can be divided into direct praise (aunt, you look so young) and indirect praise (aunt, is that your son on the wall? He is really handsome. He must be an intellectual. I believe my aunt must be a well-educated mother. ), deep praise (aunt, you look so kind, just like my mother, kind and gentle) three levels, the theme of praise is sincerity, and the enemy of praise is falsehood.

Observation example:

(1) If the customer's home is beautifully decorated, the house area is large, the home is clean, and there is a nanny. This customer must be a rich man. Marketers can fully communicate with them.

(2) If the customer's home is generally decorated, the house is small, the ground is not clean, and several children live with him, which can fully show that the customer is not rich, and the sales staff can communicate appropriately around the key points.

(3) If the customer's house decoration is an ancient cultural decoration, it can show that the customer is a very cultured person with high quality and rich cultural background, and the salesman can fully communicate with him.

Observation: When you stand in front of a house, you will have your own feelings about it. This feeling is called "the smell of home". This taste is not tasted with your mouth, but observed with your eyes! Through our observation, we can know the identity, status and hobbies of our customers. , so as to determine whether it is the target customer.

Observe six elements: the cleanliness of the door, the discharge of shoes at the door, the placement and decoration of furniture, the clarity of family members and atmosphere, hobbies such as pets, flowers and birds, calligraphy and painting, and the placement of sundries in the house.

Note: Praise is a very good way to communicate, but don't exaggerate it. Exaggerated praise can only leave a bad impression. Such as: "Uncle, you are so handsome, just like Jay Chou."

Step 3-Ask questions effectively

Marketers make money by mouth. All excellent salespeople are eloquent, but "if customers don't talk, the gods can't start." Our aim is to make customers take the initiative to speak and communicate with us effectively, so it is particularly important to ask effective questions!

(1) The purpose of asking questions is to know through our communication that our customers are not the target customers we are looking for. (Salespeople's questions must focus on "four more and one less")

(2) ask questions:

-truly grasp the purpose of the conversation, be familiar with the content of your conversation, and be confident when negotiating.

-predict the interview with the other party and prepare the topic and content of the conversation.

-Try to make a good first impression on the other side, that is, try to prepare the opening questions in the first 15-45 seconds.

(3) Eight skills to find a topic.

Instrument and clothing: "aunt, this dress is really good." Where did you buy it? " The customer replied, "I bought it in sogou". The salesperson must respond immediately. Customers who buy clothes in this place must be rich.

-hometown, hometown: "Listen to your accent from Hubei! Me, too ... "The salesman keeps using this kind of question to bring the relationship closer.

Climate and season: "It's surprisingly hot these days. Last year ... "

-Family and children: "I heard that your daughter is ..." The salesperson knows whether the customer's family situation is good.

Eating habits: "I found a delicious restaurant. Try it together next time. "

-Residence, furnishings, neighbors: "I think the layout here is particularly tasteful. Are you a professional? " Understand the nature of the customer's previous work and determine whether it is the target customer.

-interest, hobby: "You sing so well, I really want to learn from you." Marketers can use this questioning skill to promote the company's corporate culture and deepen customers' trust in the company.

Our company is running a university for the aged recently, which includes singing. I wonder if my aunt is interested in attending?

-Clues and Reconnaissance: From the clues, we can learn some topics that customers like.

(4) Ask questions at home to win:

Let yourself like each other first, then warm your body and show intimacy and respect to each other.

Try to ask questions from the other person's standpoint, and pay attention to the other person's eyes when you speak.

-Open-ended questions have a wide range of answers and are not easily rejected by customers.

Specific questions can show your professional identity, from small to large, from easy to difficult, ask more guiding questions.

-Ask other questions to help hesitant customers make a decision.

-ask the other party's known questions first to improve professional value. Then lead to ask other unknown questions.

-"It's none of our business." If we want to be successful telemarketers, we must learn to ask questions that customers care about.

Step 4-Take advice.

Sleep is just to fly. God gave us a mouth, two eyes and two ears, which tells us that if we want to succeed, we should talk less, listen more and see more.

(1) Think about the answer from the question: concentrate on listening, think flexibly, and grasp the essence of the content.

(2) Thinking from the answer: Imagination has infinite magic color. If someone asks you what is the fastest, the correct answer is thinking.

Summary: This is the result of different thinking modes from answer to question or from question to answer. At the same time, it is not difficult for us to see the importance of listening.

Step 5-Overcome objections

As we all know, everyone will encounter rejection and objection in life, which will lead to "frustration". Because of "frustration", people will be pessimistic and disappointed, lose confidence, and eventually lead to real failure.

Overcoming psychological opposition: Modern people must learn how to face psychological opposition, make psychological preparations and understand the root of psychological opposition.

Turn opposition into motivation: top salespeople understand that customers' rejection is an appropriate response, not that they don't accept products and services, but that they have a short hesitation.

Customer objection is an opportunity: "Buy goods if they are suspicious", and customer objection is an excellent training opportunity for marketers to hone themselves through objection.

Don't let customers disagree: be good at using customers' feelings and controlling the conversation atmosphere. Customers will follow your ideas and won't refuse to say it.

Change the topic: when encountering objections, avoid boring customers by chasing after them blindly, and temporarily avoid the tense space by changing the topic.

Use appropriate body language: Inadvertently touching the customer will attract the customer's attention and also play a hypnotic role, which can overcome the objection well.

Break it down one by one: When the customer is a group of two or more people, you can overcome the objection by breaking it down one by one.

Stand in the same position: stand in the same position as the customer, and never argue with the customer, otherwise the transaction will fail regardless of winning or losing.

Establish an expert image: students rarely question teachers, patients rarely question doctors, and customers will not refuse experts.

Step 6-Identify achievements.

Why do business representatives selling the same product behave differently? Why do the top 20 marketers always complete 80% of the sales? The answer is simple: they used the winning closing technique, but achieving it is the ultimate goal, not the last step.

Seize the opportunity to close the deal: sometimes you can show the customer the closing signal through behavior and words. Seize these signals and you will seize the opportunity to clinch a deal.

, clinch a deal:

1) Invite the transaction: "Why don't you try?"

2) Selective trading: "Do you decide to go alone or the old couple together?"

3) Secondary trading: "Do you think this kind of activity is very interesting?" "Then come with your wife!"

4) predict the transaction: "auntie must feel the same way with you!"

5) Authorized transaction: "Good! I will fill in two names for you now! "

6) Close deal: "You are so diabetic that you don't go to the venue for consultation!"

7. Step 7-Thank you and leave.

Will you thank the customers? For us marketers: "Each of us should have a grateful heart"! Only customers are the most important in the world. Without clients, you have nothing! No matter how good the sales skills are, it's useless!

Time: the time for the first home visit should not be too long, generally controlled within 20-30 minutes.

Observation: Observe carefully according to the situation at that time. If you find that customers frequently look at their watches and drink water, you should thank them in time and leave.

Conciseness: As the old saying goes, it reminds us not to make too many embellishments after making things clear.

Sincerity: False things will not last long. Be a sincere person! Let customers remember you forever with sincere praise!

Third, several types of follow-up visits

A simple visit is not enough to make marketing reach a new height. In order to achieve this goal more efficiently, the customer's second visit skills must be studied well!

1, invite to visit again:

Seven reasons for revisiting:

1) materials: If the first visit is unsuccessful, any materials left will be thrown into the trash can, so savvy marketers will deliberately leave no publicity materials.

2) Information: When a data collector finds all kinds of information that customers are interested in in in newspapers and books, he will immediately collect it and send it to customers.

3) Design: Leave information for customers' reference as appropriate, and agree on the time to get it back next time, bearing in mind that the interval between next meetings should not be too long.

4) Excuse: You can say that you are visiting customers or delivering goods when you pass by, but don't say you are passing by and don't make excuses on purpose!

5) Respect: Understand the customer's expertise and ask the customer a question within his power, but never ask a question that is too difficult.

6) Gifts: Very promising customers should give a small gift, or the company's new promotional tools, books, materials and publications.

7) Activities: Provide new activities or product preferential information, which should be attractive and make customers have a strong desire to participate or buy.

2. On-site collection visit:

The Tianmai joint team thinks that the payment is as important as the sales, and requires to pay back the money as much as possible on the same day, except for special reasons, within three days at most. Because the longer the time, the greater the possibility of returning goods, and the blow to employees is huge.

Precautions before collection:

1) Fix the collection date, collect in time, don't stand in line on the collection date, and completely solve the dissatisfaction and complaints with customers before collection.

2) Investigate the customer's family when selling, predict the obstacles of collection, and plan and think about countermeasures in advance.

3) Write down the reservation receipt and deposit slip clearly, take all the bills with you when you withdraw money, and bring your own change.

4) Call in advance to make an appointment before withdrawing money, ask if you need to bring invoices and other items, or you can give a polite greeting or service guide.

5) When collecting money according to the customer's situation, you can consider whether there are other people accompanying the collection, such as managers, old employees and doctors.

Matters needing attention when collecting money:

1) arrive on time, and the collection time should not be during lunch break, dinner, weekend or evening.

2) Go to the customer's home, communicate first, and then transfer to collect money. Count money in person when you meet something.

3. After-sales service visit

Tianmai joint team believes that the main purpose of after-sales service is to maintain the reputation of goods. The price of product sales includes not only the product itself, but also the customer's satisfaction after using the product. At the same time, cordial and sincere after-sales service will naturally establish a harmonious trust relationship with customers.

Home visit stage for handling objections

1) Listen to complaints-collect questions, regardless of whether the customer's complaints are logical or not, all ears, because the customer is always right.

2) Analyze the reasons-grasp the problems, truly grasp the causes and key points of things, and quickly come up with solutions.

3) apologize to him-downplay the problem, no one will be embarrassed by a person who sincerely apologizes to him, and it will be solved only after downplaying it.

4) Solution-Solve the problem, put forward the solution skillfully to the customer, and test whether the customer is satisfied, and put it into action immediately.

5) Review results-confirm the problem. Marketers should summarize and review the results of customer problems in a timely manner.

Matters needing attention in handling objections:

1) be honest and sincere, answer questions quickly and promptly, and explain the solution to the problem in simple words instead of giving your own comments.

2) Adhering to the company's policies and principles, solving problems is within your own authority, and you can ask others for help when necessary, but the ultimate responsibility lies with yourself.

After-sales service home visit stage:

1) Unique: No matter what happened with another customer just now, keep a positive and optimistic attitude and treat every customer like the first customer today.

2) Same: treat every customer equally, regardless of gender, age, personality, economic situation and purchase degree.

3) Patience: Our target customers are middle-aged and elderly people, who generally move a little slowly or can't understand your speech quickly, so be patient.

4) Missing: Always miss your customers, don't let them turn to you, and have a strong sense of missing.

5) Gifts: It is best to bring some small gifts to enhance the relationship between the two parties during the after-sales service home visit, but the gifts should not be too big, and don't wait for things to come to your door.

6) Special: "Special love for special you!" Find the right way to visit your home and leave a different feeling for customers who like surprises.

7) Plan: "Old customers are the greatest wealth!" Tracking customers' home visits should be carried out in batches and in a planned way.

8) Analysis: Analyze the customer's personality, fully understand the customer's needs, provide reasonable home visit tracking service, and do what you like.

Text: Ouyang, the author of the first masterpiece of conference marketing of health products in China, Win the World (this article was published by the author on the exclusive network of "China Conference Marketing Investment Network", and any website reproduced must indicate "China Conference Marketing Investment Network" to avoid legal disputes).

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