对客户的了解犹如他十多年的老朋友一样

by RogenRu

销售本身是具有被排斥性的，客户在与我们接触的那一刻就处在戒备状态中，此时你不经意的一个错误，比如客户讨厌的一个动作、穿着当中的失误等，都会增加推销的阻力和难度，甚至使唾手可得的销售与你擦肩而过，在拜访过程中，你必然要与客户进行面对面沟通和交流，没有充分的准备，你就无法了解到将要面对一个什么样的客户，应该为他提供什么样的产品与服务，更不会知道从什么途径、用什么样的方法赢得客户的信任。所以，没有做好万全的准备之前尽量不要登门拜访。拜访前自己做好调查研究，设计好接近客户的方案以及拜访计划等。只有为客户提供关于产品的准确而全面的信息，才能得到客户的积极响应。应该保持这样一种意识：推销的目标不仅仅是将产品卖给客户，而且要真真切切地为客户服务。了解产品的相关知识，充分认识产品具有的价值。能够准确地回答客户的问题，客户才会相信你，从而购买你的产品。不要期望着客户会等我们准备好资料再回答他，在你回去查的过程中，客户很可能已经改变了注意。不同的客户会有不同的需要，因此要有针对性地介绍，而不需要面面俱到，所以头脑中必须有全面的知识储备，才可以随时调出。了解产品的历史，介绍产品的历史，引起客户的兴趣之后，再介绍产品的相关信息。这是一个“兴趣化”的时代。除此之外，竞争对手的产品也是推销员应该了解的重点，这样才不会在谈判的时候，被客户唬住。

Sales itself is exclusive. Customers are on the alert at the moment of contact with us. At this time, a mistake you make, such as an action that customers hate and a mistake in wearing, will increase the resistance and difficulty of sales promotion, and even make the available sales pass you by. In the process of visiting, you must face-to-face with customers Without adequate preparation for communication and exchange, you will not be able to understand what kind of customer you are going to face, what kind of products and services you should provide for him, let alone how to win the trust of customers. Therefore, try not to visit before you are fully prepared. Do a good job of investigation and research before the visit, design a plan to approach customers and visit plan. Only by providing customers with accurate and comprehensive information about products can we get customers' positive response. We should keep such a sense: the goal of sales promotion is not only to sell products to customers, but also to serve customers truly. Understand the relevant knowledge of the product, fully understand the value of the product. Can answer the customer's question accurately, the customer only then can believe you, thus purchases your product. Don't expect the customer to wait for us to prepare the information before answering him. In the process of you going back to check, the customer may have changed his attention. Different customers will have different needs, so it is necessary to introduce them in a targeted way instead of covering everything. Therefore, we must have a comprehensive knowledge reserve in our mind before we can transfer them out at any time. Understand the history of the product, introduce the history of the product, arouse the interest of customers, and then introduce the relevant information of the product. This is an era of "interest". In addition, the competitor's product is also the key point that the salesman should understand, so that he won't be bluffed by the customer during the negotiation.

乔·吉拉德说过：“在你把商品推销给客户之前，你必须100%地了解客户”要完全摸清对方的底细，对客户的了解犹如他十多年的老朋友一样。全面搜集客户的资料是了解客户的最好方式，特别是搜集关键客户的关键资料对于推销员更是起到事半功倍的作用。包括每个人的性格、生活方式、兴趣、休闲方式、说话的声音和速度、笑容乃至收入，家庭状况等。在每次见客户之前乔·吉拉德会事先预习搜集到的资料内容，见到客户以后，他的话题就会围绕这些展开，只要能够让客户心情舒畅，推销过程就会顺利。

Joe · Girard said: "before you sell goods to customers, you have to know 100% about customers." you have to fully understand each other's details. The understanding of customers is just like his old friend of more than ten years. Comprehensive collection of customer information is the best way to understand customers, especially the key information of key customers, which plays a multiplier role for salesmen. Including everyone's personality, lifestyle, interest, leisure way, voice and speed of speaking, smile and income, family status, etc. Before every time I see a client, Joe · Gillard will preview the information collected in advance. After meeting the customer, his topic will focus on these. As long as it can make the customer feel comfortable, the sales promotion process will be smooth.

对于个体准客户而言，要搜集的资料有以下几个方面：姓名、性别、年龄、籍贯、民族、学历、职业及社会经历、性格特征、爱好兴趣及休闲方式、家庭状况及社会关系、经济状况、包括准客户个人经济收入、家庭总的经济收入及人均收入水平。对推销产品的需求情况（包括是急需还是非急需，需求量是多还是少）、需求什么品种规格等、购买决策情况（既准客户有无购买决策权，是否要和配偶或其他家庭成员商议等。）、作息时间（既准客户什么时候上班、休假，弄清作息时间，以便登门拜访）、工作单位名称、地址、电话号码和邮政编码、家庭住址等。

For individual prospective customers, the information to be collected includes the following aspects: name, gender, age, native place, nationality, education background, occupation and social experience, personality characteristics, hobbies and leisure ways, family status and social relations, economic status, including prospective customers' personal economic income, total family economic income and per capita income level. The demand for the products to be promoted (including urgent need or non urgent need, more or less demand), the type and specification of the products to be promoted, and the purchasing decision (whether the prospective customer has the purchasing decision-making power, whether to negotiate with his spouse or other family members, etc.) Work and rest time (i.e. when the prospective customers go to work or take a vacation, and find out the work and rest time for visiting), work unit name, address, telephone number and postal code, home address, etc.

对于团体客户需要搜集以下资料：For group customers, the following information should be collected:

配备各类推销工具/Equipped with all kinds of marketing tools

  1. 产品及相关资料、2.产品模型、3.其他辅助工具、记事本等物件都可以、4.名片（格式要特殊，名字醒目，甚至上面还有自己的照片。乔·吉拉德每次和别人碰面都会送出自己的名片，还告诉别人可以选择留着这张名片，也可以扔掉，如果留下，便会知道自己是干什么的、卖什么的等。所以，乔·吉拉德认为，推销的要点是：不是推销产品、而是推销自己。A.Products and related materials, 2. product model, 3. other auxiliary tools, notepad and other objects can be used. 4. business cards (special format, striking name, even their own photos are on top). Joe Gillard gives his business card every time he meets with others, and tells others to choose to keep it or throw it away. If he stays, he will know what he does and what he sells. So, Joe Gillard believes the point of selling is not selling products, but selling yourself.

事先设计出最能吸引客户兴趣的开场白，强而有力的、亲切而真实的开场白会一开始就能让客户消除戒备心理，并迅速抓住客户的注意力。可以把客户当亲人一样对待。

Design the most interesting prologue in advance. The strong and powerful, friendly and real prologue can make the customer get rid of vigilance and quickly catch the customer's attention at the beginning. Customers can be treated like relatives.

  1. 问问题式开场白。推销员可以将产品能带给客户的好处和利益，转换成问题的方式来询问客户。比如：“先生，如果我有一种方法能够帮助您每月节省1000元的开支，请问您想不想花几分钟来了解一下？”Ask the opening of the question. The salesman can turn the benefits and benefits that the product can bring to customers, and turn them into questions to ask customers. For example: "Sir, if I have a way to help you save 1000 yuan a month, would you like to take a few minutes to understand?"
  2. 使人惊奇或具有爆炸性的开场白。这样的话题会引发对方的好奇心。比如：“琼斯先生，假如我告诉您我做的是什么行业，您大概会立刻把我扔出窗外！”A surprising or explosive opening. This kind of topic will arouse the curiosity of the other party. For example: "Mr. Jones, if I told you what industry I work in, you would probably throw me out of the window right away!"
  3. 限时性开场白。“您有两分钟时间吗？我想向您介绍一款性价比很高、您绝对用得着的产品”说这句话的时候，开始计时，或者干脆把手表放在桌子上。这种办法的关键是，当时间到时，即使你还没有说完，也一定要停下来说：“两分钟到了，如果您允许的话，我会继续。否则就此告辞。我知道您很忙，这是我的名片。”多数时候你会被留下，而且会成功拿到订单。A limited opening. "Do you have two minutes? I want to introduce you to a product that is cost-effective and you can use absolutely. "When you say that, start timing, or just put your watch on the table. The key to this approach is that when time comes, even if you haven't finished, stop and say, "two minutes is here, and if you allow me to, I will continue. Otherwise, I will say goodbye. I know you are busy. This is my business card. " Most of the time you will be left and will succeed in getting orders.
  4. 使用知名人物的名字。假如你说：“约翰·史密斯认为我们制造的机器是全世界最好的产品。”没有几个人会在意。但是如果你说：“亨利·福特告诉我们的推销人员……”许多人就会认真的听下去了，因为你提到一个大人物的名字。Use the names of famous people. If you say, "John Smith thinks the machines we make are the best in the world." Few people care. But if you say, "Henry Ford told our salesmen…" Many people will listen carefully, because you mention the name of a big man.
  5. 展示品。假如你的产品可以展示的话，不妨用做你的开场白。Exhibits. If your product can be displayed, you might as well use it as your prologue.

上面这几种开场白，可以结合交叉使用，要根据实际情况灵活掌握。

The above opening remarks can be used in combination and flexibly according to the actual situation.