Case study on sales skills of FMCG: how to break through the psychological defense of customers and make them loyal to you?

Case 1: Dealing with customers with the mentality of doing nothing.

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A large supermarket, the customer is a female boss. Holding the mentality of chatting and visiting, I walked to the door to strike up a conversation:

"Hello, boss, I'm a salesman of Pepsi," I said.

"Well," replied the proprietress.

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"I just walked around before I came in and saw the display of the products. There are many varieties here, and the sales volume should be good. It seems that the proprietress is quite good at choosing a site to do business. " I said with a smile.

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"Pepsi, right? Your sales are unreliable ~ "the proprietress said impatiently with a bitter gourd face.

"What do you say? It seems like the first time I met you, right? What's wrong? " I answered.

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.................................................................................................................................................................................. I wonder, what's the matter? I didn't offend her or provoke her. Is it because I am a salesman with a strong sense of sales promotion or something bad? I stood by and thought for a while, and began to make an action: I went to the refrigerator to place the goods, and then I took a Pepsi to pay the bill. The proprietress seems to have changed her attitude when she sees me working and shopping. I smiled and said, "Sister, this is the first time I have met you. What unpleasant things have you had with Pepsi before? " Can you tell me? "

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"You don't have a good sales, Pepsi is a fool, your last salesman, and I signed a bunch of fees, don't say, the figure is gone. There is also a coupon. Suddenly, one day, I came over and told my son that the exchange voucher had expired and had to be recycled. I gave him the exchange certificate without knowing it at that time. There were several hundred dollars worth of coupons, and then people disappeared. I really trust your salesman blindly. " The proprietress said angrily.

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"Elder sister, don't be angry. It is true that the last sale did not do enough in this regard. I'm really sorry about this ~ "

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"Well, that's all over. Anyway, what your salesman said is not credible. Forget it, let's go. " The proprietress's attitude is still cold.

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"It's okay, I also come to know the situation. After all, this once knot still needs to be untied, and I also want to untie this knot. Tell you what, I'll use the resources given by my company, you help me show some products, I'll give you a rebate, and then make up for your previous losses. Do you think this is ok? "

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"Handsome boy, no need, you'd better find another home." The proprietress said with a smile.

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"Elder sister, I want to help you solve the problem. If the company's problems have always existed before, I am not at ease. After all, I still have to hang out in this market. All right, think about it. I'll go back and see if I can help you apply for some other compensation. " I said quietly.

"Well, suit yourself."

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"Well, I won't bother you first, and I'll tell you more next time." I answered with the feeling that there would be no deal this time.

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Just two steps away from the store, the proprietress suddenly called me, "handsome boy, wait."

"What's the matter, boss?" I said with a smile.

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"Handsome, your attitude is very good, very sincere. I'll bring you some goods this time, and you can just compensate me for the exhibition fee I just said. "

"Ok, thank you for your support." I am happy to say.

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Later, the store made a deal at the first chat and became my big customer in the future.

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I summed up three points in this chat and sales action:

First, when you encounter rejection and indifference, you should actively think of doing something for your customers to reduce their sense of rejection.

Second, when you encounter a customer's problem, you should try to use your own advantages to help her solve it. Once the problem is solved, everything will be easy to say.

Third, the mentality should be stable, don't rush to clinch a deal, and put the customer's problems and needs first.

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Case 2: orders of magnitude visits destroy customers' psychological defense.

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This is also a customer with good location and large sales volume. I also started visiting strangers.

(First visit)

"Hello, boss, I'm a salesman of Pepsi." I said and handed her my business card.

"Well," replied the proprietress.

"I just looked at the surrounding environment and people before I came in. Very good. It seems that the boss's wife will choose the store address. " I said with a smile.

"Well, what's the matter?" The proprietress is very cold.

"Well ~ I just took over this area, and when I saw this well-selling store, I couldn't help but come and talk. I mean no harm. " I said with a smile.

"Oh ~" The proprietress's attitude is still cold.

"The wife of shop-owner it's nothing. I'll go first and see you next time. " I felt something was wrong with the atmosphere, so I hurried away.

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This is my second visit. I sent it last week. Have a nice weekend. I brought some presents this time.

"Hello, sister, I was here once last time, and I brought you a little gift this time, hoping to give me a chance to chat with you." I said with a smile.

"You're welcome, thank you." The proprietress changed her attitude.

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"The weather is very good recently. It seems that drinks sell well. By the way, how is Pepsi selling? How many pieces can be downloaded at a time? " I began to deliberately test the customer's reaction and collect data.

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"Not bad, right? Last time, I won three winning lottery tickets and sold almost all of them. Pepsi is still selling well here. " If the boss comes to pick me up.

"Oh, I'm relieved ~ By the way, does your daughter-in-law sound from Hubei?"

"Yes, how can you hear it? My hometown is Xiaogan, Hubei. "

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"Because I know a girl who is also from Hubei, and her voice is a bit like yours, I guessed, but I didn't expect to guess right. Haha, I also heard that Hubei people are particularly smart, capable and careful. They are business people. "

"Handsome boy, you really can talk. It seems that you have been in sales for a long time ~ where are you from? "

..... In this way, McKay gave some information about the customer, talked for more than ten minutes, and then ended his visit.

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On my third visit, I gave her a company gift cup. )

"Handsome boy, how embarrassed you are to give me something every time you come." The proprietress smiled happily.

"Elder sister, it's nothing. Just some small gifts from the company. It's nothing. The most important thing is that you can use them Just be happy. "

"Handsome, you are a good man. Why don't I get some goods from you this time? I also lack them this time, but the previous price should be reasonable, but it can't be more expensive than mine. " The proprietress said with a smile.

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Then we started talking about products and prices, but because the price here was slightly higher and the negotiation and chat time was shorter, we left halfway. The first cooperation failed.

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(fourth visit: continue to help: take a cup and bring a special product)

"Elder sister, this time I brought you delicious food. My classmate gave me food. I happened to pass by here today, and I also wanted to bring you some special products from this classmate ~ "

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"It's very kind of you to bring me cups and food. Don't I feel too embarrassed? " The proprietress smiled shyly.

"It's okay, because it's nice to chat with you, so I'll give you a taste and chat for a while ~"

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I have dinner and chat with the boss's wife. After talking for more than ten minutes, I said I had a task to go today. When I first went out, the proprietress stopped me and said, "Handsome boy, help me place an order. I think you are very good. If you need that money, it doesn't matter. I'll go to your place to get the goods later. " I'm glad to hear that.

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In this way, after several visits to win big customers, I still feel quite fulfilled. Although the sales action is not done well, at least fuzzy sales have been conditionally introduced and applied to sales. Things will be done only when people are settled.

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Summary: Two cases are my two small practices and processes in three months. They are two small cases in which I have encountered various problems in the sales process and have done a thorough job, especially the big customer in the second case. Because of the good customer relationship, I became a model customer in that street after distributing goods, which affected some customers around me, resulting in a new product distribution rate of 90% in this street, which helped me successfully open up the market situation and tested me.

I'm Meyer, with more than ten years' sales experience. I like to make friends with various sales experts and share them with you for free every day. If you want to communicate together, don't advertise, don't exchange useless things, join the group for free: 283647380 verification: 688, give away mysterious dry goods, but ask for a confidant and accompany you for 50 years!

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