Lao Tzu once wrote: If you are too straightforward, you will be arrogant. Confucius said: The gentleman wants to speak in words and is sensitive. Through generations of words and deeds, the words of the sages are deeply accumulated in the collective subconscious of our nation. For thousands of years, "拙" and "neigh" have naturally become the principle of ignorance of most people. There is a saying that silence is gold. However, Shiyi’s time-shifting, silent and swearing in the traditional Chinese society, which is prevalent and faltering, is a good way to protect the body, but in the core of the market economy and in the fiercely competitive field – in the marketing industry, “silence†is gold. Still banned? It can't be easily concluded, and it needs to be analyzed according to different marketing stages.
Marketing, starting with silence
“Everything is difficult at the beginningâ€, this sentence applies to every industry and everyone. New marketers generally face a very difficult question: how to start marketing? Judging from experience, this question is self-evident for the Chinese who believe that "silence is gold": marketing certainly begins with silence!
For newcomers, they are not familiar with their own industries and products, have no marketing experience, are afraid of saying the wrong words, and cannot answer all kinds of questions of customers. Therefore, it is understandable to choose silence and try to avoid making mistakes. The so-called "do more mistakes, less mistakes, do not do well", choose silence, it fundamentally avoids the possibility of making mistakes. The silence of a new person can be said to be a normal state.
On the contrary, many newcomers who are never silent, ignorant and fearless, seem to be eager for quick success. Without communication skills and ignorance of products, they are eager to conduct drills and rush to seek success. They are bound to suffer rejection and failure. In the early stage of inexperienced work, the mentality should not be anxious. Most of the energy should be placed on the basic skills, familiar with the industry, products, and cultivate their own qualities. When facing customers, they should also be a "obedient master". client needs.
Break through silence, successfully sell
Of course, silence is just the beginning. A marketer must survive in the marketing industry, and silence is of course impossible. "Don't break out in silence, just ruin in silence!" The nature of the work of the marketer determines that he must recommend his own product and achieve the purpose of the sale. "Going out, saying it out", breaking the silence is not a sufficient condition for successful marketing, but it is an obvious requirement. Marketing is technology, it is art, and this makes sense. In the marketing process, the salesperson not only analyzes the behavior and psychology of both parties, chooses the appropriate sales strategy, but also has the flexibility to choose the expression and interact with the customer freely.
From this perspective, a successful marketer should not be a silent person first. The ancients said: Love is in the shape of words, lack of words, sings. This sentence is to describe the development of ancient art, but the performance of a marketing staff used to describe a marketing process is also very appropriate. When introducing products, successful marketing will not be a brief introduction to a few data or a useful introduction to the product; a vivid, natural, humorous language that makes people feel like a spring breeze
In the case of a friend, such marketing is a success. A marketer often uses Kung Fu to do marketing outside. As you can imagine, a marketer who can expand the topic, a marketer who can chat happily with customers, has a good start for his marketing.
After passing the psychological barrier, it is easy to open.
In the sales industry, there is a class of people who are admirable. They are doing missionary work and tirelessly explaining marketing knowledge and business skills to new and old marketers. These people are "trainers." In conversations with them, you can feel their talkatively. It seems that as long as they are present, they will never be cold, from products to industry, from work to career, from life to society... endless The topic is born by them.
This kind of communicative ability really makes others happy.
How can they do it so well? The experience summed up by “coming people†is also unexpectedly reasonable: it is exercised from the grassroots business work. Many trainers have such a classic bridge that "remembers the year": in the face of others, daring to explain the product! I believe that many marketers will have similar failure experiences: in front of friends, but do not know how to talk about products, the marketing opportunities that are finally easy to get, may be "sinking" in the silence. From the experience of these "coming people", we must pass the psychological barrier. It can be said that when a salesperson has the ability to talk about products with others, he can basically be called a business expert.
Know how to praise art and communicate with the icing on the cake
I believe that for many marketers, praise is no longer a problem, but praise does not mean knowing how to praise art. Many people even simplifies praise: it is not "speaking good words." This view is not too shallow. In practice, simple and rude praises are often counterproductive. The marketing intentions hidden behind them make customers shun.
Moderate praise is a practical compliment. To do this, self-righteousness is obviously not going to work, and salesmen sometimes have to stop and listen to the voice of the customer. Praise should be targeted, pointing to the needs of customers, especially the emotional needs, "to the itch of people", this is the king of praise. The so-called "king" should be Zhongzheng Pinghe, but it is radical, and it is no exception. This is a simple and simple truth. Deal with the praised marketing staff, listen to him, and the customer can fully experience the feeling of warmth and care.
Learn to be silent, return to the truth
From the above analysis, the initial stage of marketing should be less talked about, and the stage of growth should break through the silence. When it reaches a certain level, it will return to silence. The real marketing master is also using the appropriate silence to achieve their marketing purposes.
"Greater salesman," Joe Gillard once warned the salesman: "Don't show your talents to customers too much. One of the secrets of successful sales is that 80% use the ear and 20% use the mouth." Silent and sincere Listening not only shows the listener's good self-cultivation and respect for the speaker, but also gives the listener sufficient time to judge the mental state and communication intention of the speaker.
Therefore, in communication, “listening†is a very important skill that will have the effect of “no sound and soundâ€. Skilled listening and overwhelming silence seem to have the same meaning on the surface, but in fact they are completely different. So, when should you listen and listen to what skills to pay attention to?
Customers are constantly complaining about how expensive your product is and how inadequate after-sales service is. Don't immediately refute and correct the customer's ideas, but concentrate on listening to customers' complaints. When the mouth doesn't move, the brain has to move. Quickly judge the customer's intentions, wishes and misunderstandings, and sort out the key points so that after the customer has finished the "bitter water", respond and persuade in a targeted manner.
In addition to serious thinking, you also need to use the body language and expression to make the other person feel your respect for him. For example, you should nod your head at the right time and agree. Keep your smile and show your sincerity. At the same time, you should ask questions appropriately, indicating that you are listening carefully.
The talents in the marketing field and the marketing methods are ever-changing. Careful analysis of these changes and appearances can help us better understand the relationship between marketing tools and marketing purposes. The silence mentioned in the marketing mentioned above is the case. The marketer can analyze when the sales process should be silent and when it should be sounded according to the actual situation, so that the mind can be counted and not panic.