In the sales team of enterprises, we often hear complaints that "our customers don't need it", "Our customers don't have money", and "customers say they have to wait for a while "...... And so on. The root cause is that they do not understand the real needs of customers, and the sales staff blindly and unpurposefully introduce or present products to customers during sales, as a result, the customer did not clarify the characteristics of their products to specific consumers, but also misled other sales personnel. As a result, the entire sales team did not actively develop customers, only in the negative response.
In fact, a successful sales is not how to persuade the customer, but the most accurate definition of the customer's needs, and then select and explain the product according to the defined requirements. In general, the probability of successful product sales depends on the consumer's needs and the degree of integration of products. Therefore, the key is to grasp the real needs of consumers, designs the style, color, and functions of the product based on the customer's needs, and provides the customer with the most suitable product. However, understanding the customer's needs is a long-term and in-depth work. However, the customer's needs can be mined and defined step by the sales staff. How can we define customer requirements?
Let's take a look at what defines the customer's needs?
Customers' requirements are often multidimensional and uncertain. We need to analyze and guide them. Few customers, especially buyers of consumer goods, have a very accurate description of the consumer goods they want to purchase, that is to say, when a customer stands in front of us, he is very interested in our products, but still does not know what he is going to buy. In this case, we need to enhance communication with the customer and define the customer's needs.
Defining a customer's needs is to gradually explore the customer's needs, uses, functions, and styles for the purchased products through long-term communication between buyers and sellers, describe and display the customer's vague understanding in a precise manner.
Of course, when defining customer requirements, you should analyze them from different perspectives and perspectives. The following principles may be noted: 1. the principle of comprehensiveness for any consumer that has been included in the scope of customers, we need to fully define almost all of its needs, and fully grasp the customer's needs for various products in life and meet the situation. The reason for a comprehensive understanding is to make the customer's life needs fully reflected in front of you, and according to the customer's comprehensive needs to analyze their living habits, consumption preferences, purchasing capabilities and other related factors, more importantly, this "completely biased" understanding will often confuse customers and portray the classic image of sales personnel who care about and care for customers.
2. Do not forget that the seller's top priority is to sell products for the company to help customers meet their needs. Therefore, we need to highlight the combination of products and customer needs, clearly define the customer's needs, and create a "unique name" for the customer's needs at any time ". For example, if you are a sales person of a bamboo lounge chair, you should try your best to let consumers have a unique understanding of the lounge chair and define a requirement for improving the comfort of life that others are not aware.
3. In-depth communication should not be superficial; otherwise, it should be empty talk. The same is true for the definition of customer requirements. The definition of customer requirements is considered as simple purchase, or the purchase process is obviously limited, only by having a deep understanding of the customer's life, work, and interactions can you discover the real needs of the customer for the same product. That is to say, to clearly define the customer's needs, the depth of prior work is essential.
4. the principle of extensiveness is not a requirement for defining a specific customer's needs, but a requirement for sales personnel to communicate with customers in order to understand the needs of all customers and learn to compare and analyze them, provide differentiated tools and persuasion methods.
5. The principle of "built upon" is that customers are not our subordinates, so they will not accept the command, and of course we cannot do the same. In the definition process of customer requirements, the concepts recognized by the customer are more or less different from those defined by us, therefore, the customer's requirements must be defined as "We think your needs are ......, Do you agree ?"
Pay attention to the analysis of customer needs, not only from the comprehensive level of their needs, but also from the characteristics of the product, in the definition process, do the following work: investigation-this is the basis for defining product sales and requirements. Adequate investigation is a reliable channel for understanding a large amount of information, and investigation work generally begins beforehand, use a variety of tools, or use various relationships, and use various methods to learn the static and dynamic information of consumers in detail. I want to emphasize that the investigation should never be completed before formal contact, or we can start to communicate with customers when the investigation reaches a certain level, while two-way information flow, we will continue to enrich our understanding of consumer needs. Obviously, our needs are changing. Investigation is a must for Every salesperson. Generally, you can directly understand the region and make full use of the company's documents and files. Many sales personnel do not take the initiative to understand the customer, but do not use the company's existing customer files and related materials. This will waste a lot of resources. In a mature Enterprise, I pay more attention to the use and updating of customer files and the continuity of investigation.
Analysis-the analysis of established data and information obtained by the Institute is an important part of scientifically defining requirements. The link here is that we need to deprecated the truth, deprecated the precision, and according to the consumer's own situation, this includes the nature of work, the environment, the relationship between colleagues, the family environment, the relationship between friends and family, career development, and so on to scientifically study the changing trend of their needs. Master the trend and discuss with the customer from a higher perspective during communication. At this time, we are experts in the customer's eyes, so that he can discover and meet his own needs as a consultant. Note that the specific factors such as the type, type, style, color, and quantity of customer requirements are analyzed.
Communication-this is the key to defining customer needs. Therefore, we must pay attention to this link and design the relevant communication content and methods beforehand, as well as guide the customer's specific problems and methods. In fact, the communication process should pay more attention to the problem of communication under what circumstances. If it is simply a visit to the customer, it is difficult to find out their real ideas. Because the customer is on high guard when receiving a visit from the sales staff, it is usually difficult to open your mind because you are always wary of falling into the trap of the sales staff. Therefore, the key to communication is the environment. The more informal the environment is, the more favorable it is for defining customer needs.
Test-the test is to summarize the basic understanding of the customer's needs, and form a certain level of regular discourse and conclusions. For sales personnel, the main task is to boldly describe your definition for the customer, and test whether you fully grasp the customer's analysis and communication results. Therefore, if you are a sales specialist in the training course, based on your understanding of the customer's needs, you should tentatively summarize what the customer needs, the real sales staff often make such moves: "Mr. Li, your difficulty is that the information in the regional sales market is not smooth and your work efficiency is low, are you planning to send three sales managers to our class in the middle of this month?" repeat-no matter whether the customer agrees with the test or not, we must repeat the customer's answers. This demonstrates respect for the customer, strengthens the customer's needs, and modifies its definition based on the latest impressions and continuous communication. Once again, the buyer and the seller strengthen their impression and draw further distance to clarify a requirement and choose a piece of information. If the opposite party denies the above test, you should repeat it: "you mean you don't have time for them to come, right ?" If the other party is certain, you should also repeat: "you mean to let Manager Li, Manager Wang, and manager song Report on the 15th day, right ?"
OK-sales personnel cannot always follow the customer's ideas. Therefore, when you fully understand that you have basically overcome the obstacles in the above steps, please be bold and uncertain, clearly tell our customers that "what you want now is ......", The hesitation and stagnation at this time only mean that you are not an expert and have lost the great opportunity of sales.
presentation-clear definition requires a clear understanding, especially the appearance of visual images. Therefore, what customers need is defined as a product that meets their needs. It is a logical step to show our samples. Note: What you show to the customer is only a sample. If you want to tell the customer that the customer is satisfied, it means that our definition is successful. If you are not satisfied, what you need is the product we have customized for him. Many people think that products such as training courses cannot be displayed. In fact, customers most want to see such presentations. One of my colleagues often sends an email to the customer at this time: currently, the number of registrants is 21, the three managers you sent are arranged at table 1, table 4, and table 5 to facilitate contact with relevant business personnel. For the outline and precautions of the course, please refer to the attachment. Please make suggestions on the course content within 48 hours so that our instructors can correct it ....... "
wait-Patience is equally important. It takes time for customers to make decisions. We can stimulate and encourage them, but we also need to patiently wait for customers to acknowledge that their needs are indeed the same. The customer's acknowledgment is the beginning of the negotiation on the transaction conditions, and it is time to discuss the specific problems of product transportation and payment delivery. |
