Chapter four? Communication skills-the first section? Chatting skills of salespeople

"A good word warms three winters, and a bad word hurts the cold in June", the same sentence, how to say in the hearts of customers, needs emotional intelligence. In sales, the more you say, the better. Talking doesn't mean talking. The more powerful a sales expert is, the less talkative he is. Before they speak, every sentence is thought over and over again, so every sentence they say comes to the point and convinces customers.

Communication in sales is mainly divided into three actions: listening, speaking and asking. Listen first, ask second and say third. Sales people have strong ambitions in their bones and want to win everything. This is a huge advantage in itself. If you don't care about anything, you'd better not do sales. However, this advantage is precisely the weakness of many salespeople. They like to grab words when facing customers, and say "I know this" and "I know this" immediately before the customers finish. When you don't listen attentively to the customer, you will not only miss important information, but also make the customer feel that you don't respect him, so we put listening first. Asking questions is to motivate customers to tell more information. Some questions you ask customers will not be answered, but you won't know what customers really think if you don't ask. When we want to ask customers questions, each question needs to be designed. I have met many talkative salespeople, but many of what he said was that he was very excited and the customers were not interested at all. Anyway, it takes practice.

Section 1 Chatting Skills of Sales Staff

Anyone who has done sales knows that when we communicate with customers, we spend 80% of our time chatting and only 20% of our time talking about special products. On the other hand, if you spend 20% of your time chatting and 80% of your time talking about your major, it will be difficult to make a deal. So everyone says that sales is chatting, and chatting is the performance of our professional ability. What is professional gossip? This is really a professional technical job, so it is necessary to talk to you about what a professional sales chat is.

First, the sales staff can't chat nine kinds of performance

□ Actual combat cases

Once in Xiamen, on the way from the hotel to the airport at seven o'clock in the evening, the driver was playing a program of a radio station in Xiamen. A male announcer is answering the audience's Weibo. He said that he received many messages from the audience, and some listeners said that the Spring Festival was coming. I hope the anchor will give him a red envelope. It was a festive program, and then the announcer's answer made my heart churn If I were a listener, I would definitely rush to the studio to hit him. He said, why should I give you a red envelope? Am I your father, uncle, grandfather and uncle? Because only the elders give red envelopes to the younger generation during the Chinese New Year. In addition, you said that I am your father, your uncle, your grandfather, and your uncle. If you call one, I will promise, and I will give you a red envelope if I promise. I am not your father's, your uncle's, your grandfather's or your uncle's. Why should I give you a red envelope? Who are you?

Listening to the host here, let alone the client, I am a bloody passerby, who wants to go up and beat him up and let him be laid off. As an anchor, what can you do without chatting? When someone asks you for a red envelope, you say happily, "Red envelopes, only red people can give red envelopes. What red envelopes do I have? " A word will cover up the past. As for moving all the elders out online? I think it is more important to be a good anchor with a light voice and high emotional intelligence.

It is a big question whether the salespeople can chat or not. Among the many salespeople I have contacted, there are really few people who can chat. Can't chat mainly in the following aspects:

First, it does not want to listen to others. No matter what others are saying, salespeople just like to interrupt others to grab words. When I meet such a salesperson, my practice is to shut up and let him talk enough.

Second, no matter what the other person says, he always goes against the other person and always says "what you said is wrong". Prove that you are well informed by opposing others. These four words are most suitable for such people.

Third, always talk to yourself, regardless of the feelings of others. Some salespeople can't shut up once they start talking. The more they talk, the more excited they get, and they spit. Even if the customer looks at the watch and mobile phone to remind him many times, it is useless. He has to talk a lot.

Fourth, I have a dull personality and don't know how to talk to customers. When the customer said something happily, the salesperson didn't know how to answer it, as if it had nothing to do with him, just like there was no applause in the background after a wonderful performance. What do you think the actors are playing?

Fifth, I like to cut to the chase and don't talk nonsense with customers. Such people are not very good at building relationships with customers when they are doing sales, because they have nothing to talk about except their own products, and they are not interested in what customers talk about. What do you think are the chances that a client will talk to such a boring person?

Sixth, no matter what you say, he is always right, and he will kiss your ass without principle. Clearly not sensible, but to cater to customers without knowing it. Unless customers are like you, if they are real experts, they will be quite disgusted with these flatteries.

Seven, the logic is not clear when chatting, the expression is not clear, and often answers irrelevant questions. You asked how much it cost, but he insisted that it was made in Africa. You told me that it was tiring to communicate with such a person. He couldn't explain one thing clearly for a long time, and the communication cost was too high.

Eight, no matter who you meet, it is a communication mode and will not be flexible. We say that being a salesman is talking to people, which is nonsense, but there is a salesperson who is a communication mode no matter what type of customers he faces.

Nine, I think I am very smart. No matter what customers say, I always like to say "I know this" and "I know this". This kind of salesman is blind and arrogant, always thinking that he knows everything.

Second, talk less and listen more, and avoid stepping on thunder

Many salespeople mistakenly regard "sales eloquence" as the success rule of sales. In the face of customers, they are always used to expressing their views in an endless stream for fear of a vacuum between them. But when they express their passion, they ignore the feelings of customers: the customers you said are not interested at all, and the customers you said don't understand at all. The most frightening thing is that what you said is exactly the opposite of what the customer wants.

The key to eloquence lies not in the words "say" and "say", but in the words "can say" and "can say", that is, everything you say can be said in the hearts of customers, so that people will agree with your point of view and accept your statement. When we talk to customers, we divide the language of salespeople into four dialogue levels.

1. On information exchange

Information exchange is the starting point of conversation, and we use language to get the starting point of communication between people. Information communication is more of a kind of information transmission, and many of our product words and sales words can only be regarded as information communication. But even the most basic communication skills, some salespeople will say something far-fetched, and even the most basic product knowledge test can't pass, let alone use some sales skills and sales tools.

2. Emotional dialogue

A study by Professor Albert Merabian of UCLA in 197 1 shows that in an effective communication, body language accounts for 55%, tone accounts for 38% and verbal content accounts for 7%. Phonetic intonation can convey an emotion, but a dialogue without emotion is boring. Why are some customers not interested in salespeople during the sales process? I found that these salespeople are always dead and absent-minded when they talk, as if they are dealing with customers, which leads them to leave. Remember, your enthusiasm can infect each other. It doesn't matter what you say, what matters is what you say. If you don't have confidence in your products and don't love them enough, how can you successfully recommend them to customers?

Exploratory intercourse

Why poetry, music, calligraphy and painting? Because these are our aesthetic needs and the expression of the author's inner thoughts. Language itself is attractive. The same sentence is different for different people, but some words can only be understood but not expressed. You can choose to shout out "I love you" or say "you are good or bad" euphemistically. In the process of sales, we often say "that's it", so we should get to the point and talk about the customer's heart. Metaphor and storytelling are a form of exploratory dialogue. When customers say "your things are really expensive", some salespeople will explain why and where our things are expensive, while sales experts will tell a story with a smile that someone regrets buying a bargain.

Talk about dressing up

When the salesperson and the customer are particularly rational, the transaction will not be reached. Everyone is talking about signing a contract in a nervous state. On the contrary, every transaction is conducted in a relaxed, humorous and particularly friendly state, so the atmosphere of sales conversation is very important. Dressing and talking is a language skill to create an atmosphere. It is the most important of the four functions of language, and it is also the language skill that we use most in the sales process. What do you mean by dressing up and having sex? This is meaningless and polite chat. This kind of conversation has nothing to do with important thoughts or information exchange, does not show the speaker's mood, and has no sense of beauty and pleasure. Its function is to strengthen the effect of smiling when meeting and maintain social affinity. After we meet the customers, the first thing we do is to talk about dressing up and having sex. With the deepening of the relationship, we will decide whether to have another three forms of conversation. At the end of the conversation, we will enter the dress conversation again, thus leaving a deep impression on each other.

□ Actual combat cases

I once went to Nanjing to train a women's shoe company, and the customers were very polite. On my first night at the hotel, I arranged for the personnel supervisor and training manager to receive us. Because it is a women's shoe company, several important people in the company are young girls. It is a great pleasure for everyone to eat and chat together. The personnel director asked me, "Teacher Li, your industry is still quite good. You can be a freelance lecturer all over the country, even if you make money. " "What's delicious? Our industry is also very hard. I am going to transform to do psychological training for veterans. " "Why?" "Do you want to give psychological counseling to retired veterans every year and guide them to return to society with a correct and positive attitude? Do you know how many veterans there are every year? This job is profitable and repeatable. " "But I think veterans have a good mentality and don't need your psychological counseling class." "How is that possible? We took the green leather train when we were studying. The conductor locked the door between the cars and told us that a group of veterans in the next car were in a bad mood and drinking. You students don't go there, be careful. " "Then what year did you do it? Not now. " Talking about this matter, I found that the personnel director's face became more and more ugly, so I asked, "What did you do before?" "Teacher, I used to be a veteran." At this point, I can only be embarrassed, and the meal that night was tasteless.

It is precisely because I talked about address unknown without thinking that I hurt a veteran female soldier's feelings for the army, which is obviously very deep. If you have never been a soldier, it is difficult to understand the feelings of soldiers for the army. Speaking simply is the taboo of our sales. How to grasp the degree of your chat, don't hurt each other, especially the concept of right and wrong, it is best not to touch it easily in sales. Once everyone disagrees on these issues, it will really enter a situation where lovers chat for more than half a sentence, so chatting is a compulsory course for salespeople.

Third, the three skills of chatting and answering words

Who can't chat? If you have something to say, you must have something to say, but the question is, what do you say if the customer doesn't come? Especially when you meet a silent and unwilling customer, how to pry open the other party's golden mouth? I want to share with you three basic skills of answering and chatting. No matter what the customer says, we can answer.

1. gasket

What is a cushion? Let's all drive. In summer, there is an ice pad on the seat to sit cool, and in winter, there is a cotton pad on the seat to sit warm. This cushion makes us sit comfortably. Buffer in communication is to create a comfortable atmosphere, and this atmosphere is to make customers feel comfortable first. In the last article, I wrote about four functions of language, one of which is called modified conversation, which is a buffer.

When a customer says, "Why is your product so expensive?" Salespeople who can't chat will immediately explain why our things are expensive and where they are. A salesperson who can chat will say, "That's a good question. I just want to talk to you about why our products are so expensive, don't ask. " Please note that when you reply to the customer like this, does the customer feel very happy? The first method is a bit like playing table tennis. You do it, I'll play hardball. The second method is a bit like releasing a hydrogen balloon, which gives enough power to fly.

plate

The more you are a sales expert, the more you cherish words, and the more you say, the more mistakes you may make. As I said in the previous case, my talk hurt the feelings of the personnel director of the women's shoe enterprise for the army, which naturally hurt the possibility of follow-up cooperation. We can talk less or even say nothing, but we must never step on thunder.

The customer said, "It's really cold in Shanghai this day." This is a typical small talk, and it is also in line with the habit of China people to chat about their diet. How to grasp this sentence at this time? "Yes, it's quite cold." Turn on the repeat mode, and you repeat whatever the customer says. The client is actually quite disgusted. We have written stereotypes before, and customers will think that this is your routine. "Yes, then you really need to put on more clothes." This is our advice to our customers. Is this suggestion good? Let me ask you, it's cold enough in Shanghai this day. Is this an opinion or a fact? What the customer really wants to express, in fact, you don't understand, because he didn't say the second half of the customer's sentence. If the customer goes on to say, "But it's still much warmer than our Inner Mongolia." You stepped on a mine, didn't you? Is it inappropriate for you to give others more clothes? If the customer goes on to say, "It's much colder than our Guangdong." At this time, your answer is right.

Don't express your opinions easily until you know what the customer really thinks. Since this sentence of the customer is an opinion, we can accept a fact. The customer said, "It's really cold in Shanghai this day." You can answer, "Yes, I checked the weather forecast this morning. The weather forecast says it's only three degrees Celsius today. " You see, the weather forecast says it's only three degrees Celsius, which is true. As for whether three degrees Celsius is cold or hot, everyone feels differently. What if the customer tells a fact? The customer said, "I checked the weather forecast this morning and said that it is only three degrees Celsius in Shanghai today." At this time, you can pick up an idea, "Yes, many people think it's quite cold today". Attention is the opinion of many people, not mine. Try not to express opinions when doing sales, and try to express opinions as little as possible.

Customers say opinions, we take facts; When the customer tells the truth, we get to the point. But what if the customer tells the truth? The customer said, "The weather in Shanghai is cold enough. I checked the weather forecast this morning and said it was only three degrees Celsius today. " At this time, we can say a phenomenon we have observed to prove that what the customer said is right. You can say, "Yes, I found that most people on the road are wearing down jackets."

There is a couplet on both sides of the Maitreya Buddha statue in Tanzhe Temple in Beijing: a big belly can accommodate things that are difficult in the world; Open your mouth and laugh at the ridiculous people in the world. In sales, we should be tolerant of people, not only the weakness of human nature, but also be able to answer the phone when chatting, no matter what the customer says, we can answer it. A plate can hold all kinds of dishes, so I compare this skill to a plate.

hammer

In the eyes of the hammer, all you see are nails, so you should hit them hard. In the eyes of sales staff, no matter what kind of mentality the customer is, he should try his best to make a deal with him.

□ Actual combat cases

The greatest pleasure of going to the small commodity market is bargaining with the vendor's boss. I went to buy a pair of sports shoes and asked, "Boss, how much are the sports shoes?" "200。" "Is it cheaper to sell?" "Make a price!" " 150。" The boss gave me a look and said, "Deal!" If you were me, what kind of mood would you have? Do you want to die? Is this obviously because you give yourself high? Give him 50.

"Boss, how much are the sneakers?" "200。" "Is it cheaper to sell?" "Make a price!" " 150。" The boss said, "come on, young man, do you have such a counter-offer?" Open your mouth and give it back 150. It's not happy to find me early in the morning. Small profits but quick turnover in the commodity market, a pair of shoes will earn ten dollars and eight dollars. What do you think? I'm telling you, I won't do your business for 200 yuan. Go to another house to see. " "Big brother, I don't understand the market. I really bought it. Let me add some more. 160 sold me a pair. " "Are you kidding, young man? You 10, 10. I told you the first deal early in the morning, so don't delay my work. In this way, there are two kinds of shoes. To tell the truth, many people have tried. You try to adapt to them. If appropriate, the lowest price is 190. If it is not suitable, forget it. " I tried it on, closed my foot, and quickly said, "Brother, closed my foot. Your shoes 190 are too expensive. In this way, sell me a pair 170. " "Young man, don't pay back the money. 190 take it if you can. Even if you can't take it. " "Eldest brother, this is a kind of shoes, 190 is too expensive, besides, I have a bunch of brothers. In this way, you sell me this pair of shoes 170, and I'll bring you a group of brothers later. Small profits but quick turnover? " "How many brothers do you have?" "Brother, what about the five brothers?" "Well, I'll make your brother's money. I will sell you this pair of shoes at the lowest price 180. " Then the shopkeeper said I couldn't pay back a penny. What did he say? He said, "I'm not a liar."

"I'm not the one who lied to you." Shoe store owners talk about business on the moral level, and use their own personality as a guarantee. How can you bargain with him? If you pay him back, he won't be human. I am most afraid of this kind of rogue bargaining. When you talk about business ethics, you will find that all negotiation methods and sales skills are useless at this time. This is the highest realm of answering and chatting, which goes beyond the existing topic and rises to a higher level. The diamond seller said, "We are not selling diamonds, but love." The cosmetics seller said, "We are not selling cosmetics, but beauty cosmetics." ..... When chatting with customers, we talked about the height of values from business. This is the way to promote dimensions in sales. "Don't talk about business and talk about feelings" is more likely to promote the speed of transactions.

■ Deliberate practice

Find a sales partner and practice the three language skills of chatting and answering words together.