How can we win the target customers?

The customer is the target of product sales, and the customer's quantity directly affects the product sales. If you do not create new customers, there will be fewer and fewer customers, because there is no such thing as a pie in the sky. So how can we compete for competitors to create new customers as a sales force? Let's take a look at this question:

I. "to do good deeds, you must first sharpen your tools"

1. As a salesman, you need to understand your own products and believe in the value of your own products. If possible, the salesman should try the product himself before selling the product, learn how to appreciate the product, compare the advantages of the product with competing products of the same type, and recognize the advantages of the product, have a comprehensive understanding of the value of new products.

A salesman came to the door to promote cosmetics. After the necessary etiquette greeting, he explained his intention. When the other party saw the cosmetic packaging with the words "yellow", he asked him what it meant and what role it was. The salesman immediately gave up his speech and said nothing about it. We can imagine the result. The salesman of another cosmetics company, no matter what the customer asks or has any requirements, gives a response and tries his best to satisfy the customer's needs. His sales performance is far ahead of his colleagues.

Therefore, the salesman must be familiar with his own products. No matter what the customer asks, he must answer questions like stream. Don't give the customer the impression that he doesn't understand the products he sells, how can we safely use this product? Some salesmen do not have the confidence to sell their products or even win the trust of their customers?

2. The salesman wants to know about his company. If I do not know enough about the company's system and personnel allocation, can the salesman perform business activities normally? Furthermore, the company's products are the signboard of the salesman, and the company's image and reputation are the signboard. Well-known companies or companies with good product quality will increase the customer's trust in the salesman, increasing the confidence of the salesman is also conducive to the competition of the customer.

The Service Department of Jicheng company and Erqi chemical company are the same companies that operate chemical products. However, the salesmen of the two companies often suffer different treatments during product promotion. As long as the salesman who belongs to the former opens his mouth to introduce himself to the company of Jicheng, the other party will immediately give him a white eye, while the latter's salesman will not buy or buy the other party during business operations, the attitude is very friendly, and at least it gives the salesman a comfortable feeling. The salesman of Jicheng company wondered, why do customers treat themselves like this? After a long period of observation, they finally learned that their company's products often lacked two or less pounds, or the quality was poor, and even counterfeit goods appeared. We do not apologize for any loss, let alone a reasonable explanation. In the chemical sales market, Jicheng Company is a great company that brings great difficulties to its salesmen in carrying out normal business work. The practice of Erqi chemical service department is the opposite. No matter what the situation arises, the customer is always correct. Customers should be compensated, and salesmen should be fined. The strict sales system gives every customer the confidence to use their products.

We may think that the salesman of Jicheng is very poor and sad. While sympathizing, we have to ask, how can you easily accept your work if you have no basic understanding of the company?

2. gain insight into the weaknesses of competitors

Before selling a product, the salesman should not only have a deep understanding of his own products, but also have a full understanding of the competitor's products and sales. If he has a good understanding of the sales status and weaknesses of his competitors, he will be able to easily seize the sales opportunities when competing for customers. On the contrary, he will not compete for the customers of his competitors, they may also doubt their products and influence the company's image.

One manager once said: I do not believe that relying solely on sales promotion techniques, passive competition can do a good job in business, but I believe that it is a great mistake to prohibit My salesman from discussing competitors. From this we can see the importance of understanding the competitors. Understanding the competitor's situation is mainly to know the competitor's after-sales service and development speed, the real price of the product, the competitor's weakness in sales, and so on. When the three kingdoms were around, Zhou Yu decorated the ship as a flower boat and moved it to Cao Ying. After learning about Cao Bing's layout and number of people, he returned to the camp to prepare for the attack and took the initiative to launch an attack. As a result, Cao Jun was defeated.

A well-intentioned salesman will learn about the loss of the other salesman from the advertisement of the competitor's recruitment salesman, and seize this opportunity to win the other customer. In order to find out the sales situation of the other party, some salesmen apply to the other party's company as candidates when they are recruiting salesmen or other staff members, so as to obtain sales information that is beneficial to them. Of course, the latter is an immoral approach to competition, but we can also know that the competitor's situation has become an effective way to compete for the competitor's customers.

Iii. hard-hitting

A British chemical company produces the best varnish in the market. A company in a small town in the Central region often uses the goods delivered by Smith, a salesman of the company, it can be said that it is Smith's fixed old customer. As the business expands, Smith looks down on customers in this small town, because the company does not need much goods each time. He gradually changed the delivery method, unless the company's senior leaders had to stay up late or get a gift, or else they would not deliver the goods. Over time, a chief purchasing representative of the company thought that Smith's practice was too ugly and too much, and he was simply an uncertain. However, due to his long-term use of his products, I do not know much about the products of other companies, and I dare not rush to purchase goods. Peter, the salesman of another chemical company, came to promote the varnish made by the company. They tried it and decided to use Peter's product if the quality was good. Peter has the prior knowledge of Smith. No matter how many goods the customer wants, he will deliver them on time to meet the customer's requirements.

If Smith treats customers fairly and fairly, there will be no loss of customers. As a salesman, we must improve our own quality and become a fair and impartial marketer.

4. surpass competitors

After-sales service, as its name implies, is the service after the product is sold. Selling products to customers doesn't mean everything is fine. to compete for competitor customers, the quality of after-sales service is the key. If the after-sales service is poor, the customer will leave you sooner or later.

Xiao Hao, a salesman of a household appliance company, mainly sells TV sets, washing machines and other large household appliances. Every time a customer wants goods, Xiao hao will deliver the goods to the customer's home in person, according to the customer's requirements, the customer thinks it is the most appropriate position. If a customer informs that maintenance is required, Xiao hao will arrive in time to quickly and efficiently fix the problem. But Xiao Chen, a salesman of another household appliance company, the Home Delivery Service is also implemented, but every time the goods are delivered to the door or even downstairs, it does not matter, the customer asked for home repair, but he was reluctant to face, after three reminders, please finally come, but the repair was not in place. It didn't take long for the TV to be repaired to start having trouble again. Coincidentally, Xiao Hao's customers and Xiao Chen's customers are not far away from home appliances. Once they had nothing to talk about, the topic went to the home appliance. Xiao Chen's customers lamented the introduction of Xiao Hao's customers, mr. Chen's customer met Mr. Hao and experienced his after-sales service. Since then, every time Chen's customers meet relatives and friends who need to buy electrical appliances, they will introduce them to Xiao Hao. Not long ago, almost all of his son's home appliance products were sold from Hao's company.

A paint factory used a chemical company salesman Xiao Zhang to send toluene results of a quality problem, the paint produced just flushed to the door and then solidified. The manager Lao Fu called Xiao Zhang and asked him to take a look. After reading the phone, Xiao Zhang found that he had a problem with toluene, but he did not want to compensate for huge losses, let me put it off and discuss the solution with the manager. The result is no response. In desperation, Lao Fu called another chemical company, and salesman Xiao Ren took over the phone. After carefully testing toluene, he found that the methanol content inside was too high, I used my company to change the remaining several barrels of toluene. After that, the old-payment toluene was supplied by a small amount of resources.

5. Lock dealers

1. Establish a good relationship with dealers

There is an interactive relationship between the salesman and the dealer. If I am a salesman in a cosmetics company, before I go to a possible dealer to promote the product, this dealer may have determined the sales relationship with the salesman in other companies, but also has some customers, of course, I still don't know who the dealer is. After the meeting, the dealer may be my relative or good friend, so the word "Maybe dealer" can be removed. The salesman and I certainly have no good relationship with this dealer, and the dealer will leave the company's products while taking into account the interests, however, this kind of product must be placed in an inconspicuous position, or it is very different from that of my product counter. When a customer asks about cosmetics or buys the product of that salesman, the dealer will personally tell him or his staff to introduce my products according to the dealer's meaning to facilitate the successful transaction. Therefore, we can understand that a good sales relationship between the salesman and the dealer is also a key to competing for customers.

2. Persuade senior leaders to directly face dealers

China is a State of courtesy, with a deep sense of etiquette. to compete for competitors, a very important way is to persuade senior leaders to directly face dealers. Dealers will think that the salesman, the leader, and even the company are very respectful and attach great importance to themselves. Direct visits by leaders will give dealers a kind of psychological comfort. Panasonic group's sub-market caused a crisis due to improper operations by the salesman. The salesman repeatedly apologized to the damaged dealer and still could not get the understanding of the dealer. Seeing that the dealer was about to lose, the sales manager personally apologized to the dealer and compensated the dealer for the loss. He sincerely touched the dealer. the dealer is closer to the company and the salesman, and his feelings become more intense, the danger of dealer loss is eliminated.

Xiao Liu is a salesman of a cosmetics company. As her competitor, Xiao Luo has a certain understanding of Xiao Liu's dealers. He has also promoted his company's products, but the effect is not very good. Some colleagues suggested that you should not ask your manager to try it. Mr. Luo thought about it too. He told Manager Wang about the idea. Manager Wang also agreed with this practice, so I personally went to this potential dealer to promote the business. Manager Wang was flattered by his sudden visit. He was excited to see how respectful the company was to me and gave me some consideration. Manager Wang readily replied. Two days later, the dealer may call rongo to deliver the goods, and the competition is successful.

As a salesman, you may wish to try and let your leaders face the dealers directly. You know, leaders are bigger than you, and sometimes you can't do things. If a leader comes forward, the situation will change, because dealers are more willing to accept leaders between leaders and salesmen. In fact, this is true for all customers.

3. take advantages of external factors

Xiao Li is a distributor of Jia food company. On this day, he went to the food company and asked for product advertisements to improve the sales efficiency of the product. As soon as Mr. Feng saw Mr. Li, the company's secretary put down his pen and put the materials in the drawer, enter the manager's office. Xiao Li waited for about five minutes and saw Miss Feng come out. Then she stood up and walked around. Suddenly, she found a product promotion plan book in Miss Feng's drawer. Miss Feng finally came out, and she told Mr. Li that she had no plans to advertise for the moment. Xiao Li is also a distributor of B's food company. He has a good relationship with Xiao Wang, a salesman of B's company. The next day, he visited Xiao Wang. After a cold greeting, Xiao Li asked Xiao Wang: "Is there any news about company a recently?" Wang shook his head. "If there is no movement, there is a major action. I went to Company A yesterday and accidentally found that they were planning product promotions ......" Mr. Wang told the manager about the matter. The manager immediately held an emergency meeting and rushed to a promotion plan book overnight. The promotion activities were carried out one step ahead of Company. On that day, many customers of Company A participated in and signed purchase orders.

External factors are like an invisible pair of hands, and the impact is not as common as you can imagine. Once you seize the opportunity, you need to take the lead first, seize the effective opportunity, and seize the business opportunity.

4. Secretly seek the backbone of the dealer's business

A simple example: As we all know, each hotel or hotel has a variety of wines placed in the window for customers to choose. Mr. Zhang is the salesman of liquor a, Mr. Li is the salesman of liquor B, and the waiter is Miss Sun. The relationship between Mr. Zhang and Miss Sun is closer to Mr. Li. Some customers want to drink liquor B, what Will Miss Sun do? She will certainly say, "The new liquor we have here reflects the strong flavor and good taste. You can try it ." Then, take out the wine. This situation also exists in the pharmacy.

In a market economy, there are many sales relationships. People who contact different people must have good relationships with different people and use their influences to obtain customers. The same is true for salesmen. Here we will not list them one by one, maybe it's "I can't say anything.

6. Use the internal adjustments of the other party to penetrate and squeeze in

Everything in the world is constantly changing, and so are enterprises. Almost every enterprise needs to adjust its organization or personnel every year. As a salesman, it is a good time to compete for competitor customers because the adjustment period of the enterprise or imperfect systems or inadequate personnel, vulnerabilities can easily penetrate into and occupy customers.

A food company in Shanghai recently issued an announcement about the change of organizational adjustment personnel, which makes the company leaders, and employees feel a little worried. The salesman has no time to take care of the business and customers, and the lead is also a little absent-minded while conducting daily work. As a salesman of another food company, Xiao Yu, took a look at this opportunity and made a new arrangement for his business plan. When the opponent had no time to take care of the defense, he made a one-by-one layout implementation, as a result, the competitor's customer base is greatly reduced.

All of the above are methods to compete for competitor customers. However, while improving sales efficiency and competing for competitor customers, the salesman should also be prepared to prevent the loss of customers caused by competitors competing for their own customers, this is a very difficult task. The method depends on the customer and the actual situation.