Eight classic sales skills: Sales Discourse
The task of sales speech is actually to sell a way to symbolically satisfy people's psychology. This need is often implicit and subconscious. Brilliant sales rhetoric is to target the subconscious mind of the target of persuasion and transform the subconscious mind into a driving force. In this way, we know that selling beer is actually selling culture, selling Coca-Cola is actually selling vitality and authenticity, and selling lottery tickets and insurance is selling future expectations. Consumer behavior believes that consumer behavior depends to a large extent on the psychological needs hidden in their hearts, and combining sales words with these psychological needs will impress them and make them change their attitudes.
Sales Skills
The No. 1 Sales Word: Security
People always seek advantages and avoid disadvantages. A sense of security is the most basic psychological need, and using a sense of security to persuade customers is the most commonly used sales technique. This kind of persuasion can be seen everywhere. For example, in insurance sales pitches, persuasion is basically based on safety and security. In car sales parlance, it is said that the safety system of this kind of car is very effective for protecting families while traveling, which is definitely a powerful argument for people who buy cars. For example, if you are selling a house, tell your customers that prices are rising, house prices are rising, and funds are shrinking, so it is not as safe as investing in a house. Another example is selling equipment. Buying this equipment can make the customer experience better and attract more customers. If you don't buy it, your competitors will buy it and steal your customers away.
The opposite of a sense of security is fear. If a sense of security fails to impress the customer, then you might as well scare him with a sense of fear. Those who sell children's intellectual toys say that not letting children lose at the starting line is a kind of scare; asking customers to observe the mites in the skin to sell cosmetics is also a kind of scare; a Japanese insurance company salesman used a tape recorder to simulate the death of the dead to the underworld and the king of hell. The conversation about being punished for not buying insurance for his family was even more intimidating. Scare may be the most effective sales pitch.
The second most important sales technique: sense of value
Everyone wants to be recognized for their personal value. During the Wenchuan earthquake, some beggars took the initiative to donate money to the disaster area. In addition to their kindness, they probably also had a subconscious desire to be recognized by society. Grasping the sense of value is also a key point. To persuade you to buy insurance, you can say: "Buying insurance for your family means buying peace. This is your responsibility as a father and husband.", "After using this equipment, the company's work efficiency will be greatly improved, which shows that you, the equipment department, The director’s insight is great.” Selling a barbecue machine "When the husband comes back exhausted, how eager he is to eat a delicious meal. When the wife brings the delicious barbecue, how happy will the husband's heart be?" Haha, if you have a small mouth In this way, if my wife doesn't buy it, I would like to despise her.
The third most important sales technique: self-satisfaction
Self-satisfaction is a higher-level need than personal value. I am not only valuable, but also have my own style and characteristics. . This is also a persuasive point often used in sales pitches. Buying a car: "This car not only has good performance, but also has a unique model with smooth and distinctive lines. It is very suitable for a successful person like you." For the same reason of selling a barbecue machine, you can say: "When my husband and his friends come to the house When you make them the same barbecue as in a restaurant, you show your skills as a housewife." You can say to the director of the equipment department: "After using this equipment, the company can save money within a year. 20,000 yuan, and your efficiency will be greatly improved. Your boss and colleagues will praise you as an excellent director of the equipment department."
The fourth most popular sales pitch: love and affection
Needless to say, love is the greatest need and desire of human beings, and it should also be the persuasive point of sales rhetoric. Do you know who the main audience for boxing matches is in the West? According to the survey, they are older women. Don’t think that you don’t need love in old age.
However, using love as the point of persuasion requires a strategy and cannot be explained in a straightforward manner, especially when the other party is a woman. If you, a young man, talk nonsense, you will either find the other person to do it or you will do it to the other person's boyfriend. That's right! We can't save you. You should be good at using language to arouse the other party's imagination. For example, if you are still selling a barbecue machine, you can say to her: "On my husband's birthday, use red candles and flowers to create a romantic and warm world for two people, serve a plate of barbecue, and the two of you will be happy." A glass of red wine, the two of you are drinking quietly. It will be such a happy feeling for your husband to taste the mouth-watering barbecue and look at you, a virtuous and beautiful person. ), let the wife imagine it. You can use such sales tactics and she still won't buy it. Tell me, and I despise her with you. Family affection is another persuasive point of sales rhetoric. Everyone needs family affection. For example, the promotion is still about barbecue machines, but today it seems to be competing with barbecue machines? hehe. You can say to that wife: "On Sunday, when your whole family is sitting around the dining table, you serve the barbecue that is delicious in color, aroma and taste. The children cheer, the husband praises, and the family is harmonious. What a wonderful sight it is to be happy and contented.”
The fifth sales pitch: a sense of dominance
I have the final say in my life, and everyone wants to show that. own control rights. This sense of dominance is not only a sense of control over one's own life, but also a sense of confidence and security in life. This is an implicit need of people and also the persuasive point of sales rhetoric. I remember a very interesting sales case. One day, a gentleman led his wife (I haven’t verified it, let’s just say so) to a jewelry store. The two of them browsed the dazzling array of jewelry. At this time, the wife shouted softly, It turned out that she found a very large diamond ring, very beautiful. After the two people admired this expensive diamond ring, the gentleman asked the price with a slightly embarrassed look on his face. All this was seen by the quietly observing salesman, who quoted the price very briskly. Then he said: "This diamond ring was once favored by the wife of the prime minister of a certain big country, but they didn't buy it because it was a bit expensive." "Really?" The gentleman's eyes immediately widened, "There is such a thing. ?" asked the gentleman. The salesperson briefly told the story of the day when the Prime Minister and his wife came to the store. The husband listened with great interest. The previous embarrassment on his face disappeared. He asked a few more questions and happily bought the diamond ring. The look on his face It's a proud look.
In many cases, people's sense of power is manifested in their control of wealth. In this sales case, the salesman cleverly used sales language that satisfied the need for dominance, allowing the gentleman to buy a diamond ring that the Prime Minister’s wife could not even afford.
The sixth greatest sales skill: a sense of belonging
This is a relatively advanced psychological need, especially for middle-aged people who have achieved success and have experienced ups and downs. It is said that the sense of returning home is one of their pursuits. For them, this is a great sales pitch. This is a psychological need that is difficult to grasp. It is the kind of return to nature after experiencing prosperity, and the kind of down-to-earth mentality after vicissitudes of life. For example, when you buy a car, you can say: "This car is not expensive, but its performance is very good. Especially the car's appearance is elegant and simple, with simple and concise lines. It is just suitable for people like you who have experienced ups and downs.
The seventh greatest sales skill: Sense of belonging
Everyone must have a sense of belonging, otherwise their heart may be in a state of uncertainty. Who am I? What group should I belong to? Which group? This is what everyone needs to understand in their lifetime. Therefore, there are many labels such as successful people, fashionable young people, housewives, and petty bourgeoisie, and the people under each label must have a certain unique lifestyle. The products they use and their consumption all show certain subcultural characteristics. Combining the product with this label and using the product as a symbol of the group it belongs to is a key point in sales rhetoric, such as buying a car, and fashion. Young people can say: “This car is fashionable, dynamic, and a symbol of cool people. "For successful people: "This model is generous, heroic, has excellent performance and is fast. It is the first choice for successful people.
", For housewives: "That car is easy to operate, safe and comfortable, and has a large trunk that is convenient for storing various things. It is suitable for shopping and picking up children. All housewives choose it. "It is recommended to add WeChat: caz9168, and from now on you will have a successful coach in your life.
The eighth sales skill: a sense of immortality
Although life will come to an end, there is no A person will look forward to that day. Fear of death, fear of aging, fear of fading appearance, fear of eternal love. All these fears constitute people's pursuit of immortality. Some people spend money to buy fame, and some people spend money to buy health. Some people spend money to buy their appearance. To capitalize on this demand, it is also a common method to use sales tactics to persuade customers, such as when promoting nutritional products: "You must nourish your body as early as possible. If your body is already damaged or aging, it will be too late." . This product can comprehensively regulate the body's mechanisms and effectively slow down the aging of various organs. After using it for a long time, you will find that you become younger and look better. ”
When you connect the product with the immortality he pursues, your sales words will easily impress him.
Sales words
1. The belief in success acts like an alarm clock in the human brain, waking you up when you need it.
2. Stocks may rise and fall, but stocks marked with confidence will keep you rising forever.
3. Those who are afraid of suffering are already suffering because of their own fear.
4. What is failure? It is just a step closer to success; success is. What? After all the roads leading to failure, there is only one road left, and that is the road to success.
5. Success that is not rejected will never last.
6. The body is the garden where the spirit lives, and the will is the garden of this garden. The will can not only make the body "barren", but also make it "fertile" through hard work.
7. Strong. Faith will win strong people and then make them stronger.
8. Knowledge gives people weight, and achievements give people glory. Most people just see the glory without weighing it.
9. Those who lose money lose little, those who lose health lose much, and those who lose courage lose everything.
10. Firmness of goal is the most necessary strength of character. One of the sources of success is also one of the tools for success. Without it, genius will be in vain in the confusing path of contradictions.
11. Action is the cure for fear, while hesitation and delay will continue to nourish it. Fear.
12. No education can match adversity
13. When external pressure increases, inner motivation should be enhanced.
14. Going to bullfights when you are not afraid is nothing; not going to bullfights when you are afraid is nothing; only going to bullfights when you are afraid is truly extraordinary
15. . When you wake up every morning, the biggest asset in your wallet is 24 hours - the materials that have not yet been created in your life universe.
16. Let us replace the worries in advance with thinking and planning in advance. Let's do it!
17. Money can be recovered, but once credibility is lost, it is difficult to recover.
18. People will laugh if we do it or not. If we do well, people will laugh, so let’s just do better and make people laugh!
19. Success requires cost, and time is also a cost. Cherishing time means cost. Save.
20. Having a dream is just a kind of intelligence, and realizing a dream is a kind of ability.
21. The lamp of life is lit by passion, and the boat of life moves forward by hard work. OK.
22. Sales start with rejection.