Written by◎ Li Zhengzhong, Key Sales Role Skills Expert/Senior Consultant of Kong Shiteng
I don't know if you have ever had this kind of experience, you want to go shopping to buy clothes, but in two different stores of the same brand, there are completely different results. You may be in one of the stores for less than two minutes and feel like you want to leave, but in the other you linger and go home with bags of loot, and when you get home, you feel as if you have bought a few less.
I think the main factor should not be the way the clothes are displayed or the decoration of the store, but what will be the main reason? As far as my experience in the past is to accompany my wife to go shopping and buy clothes, the key difference must be in the attitude and practice of the "people" and the sales staff in the store.
As far as I can see, when my wife is shopping, as long as the store salesperson has the following two situations, she almost wants to leave immediately. The first is to tell you at the beginning, "Welcome to take a look, you can always ask me if you have any questions", but you just walk only two steps away from you, and follow you wherever you go. If this is the case, it will be a little annoying, but if the clothes are attractive, at least I can tolerate it, but if the second situation happens, my wife will be tempted to leave!
What is the second situation? That is, when you take a piece of clothing and look at it and find that you don't like it, fold it a little and put it back in its original position, the store staff will start folding the clothes immediately behind. Usually as long as this situation is two times in a row, I will take the initiative to walk slowly to the door and leave the store silently with my wife.
What are the "pain points" that salespeople often encounter?
For business salespeople, there must be some intractable pain in their hearts...
Pain point 1: Why did a customer in need become less interested after introducing the product information and quotation to him? Later, he found out that he had purchased from a competitor.
Pain point 2: The overall benefit of the goods we provide is indeed much better than that of competitors, but the price is a little higher.
Pain point 3: This customer has been talking for a while, the demand has been clarified, and the price has a preliminary consensus, why can't he be contacted suddenly before signing the contract, or has been delayed, or even not?
The reasons for these pain points, and the above experience of buying clothes with my wife, if you could sum it up in one word, what word would you use?
Slow down and you'll achieve even more
If the customer's "demand analysis" is the starting point of the route, and the "closing of the deal" is the end point, I often find that many business people have been running ahead of the customer and pulling the customer along. Guys, try to imagine how it would feel if we were the customer, when we were being pulled by the business people all the time? Yes, we would feel "uncomfortable" and "stressed" and how would we deal with it when we were under pressure? That's right! It would be "escape".
The customer may not directly indicate that he is uncomfortable, but he will take advantage of the salesperson's lack of attention and quickly run away. Therefore, the pain points of these business salespeople mentioned above are mainly because the pace of business salespeople is too "fast", which makes customers feel "stressed", so customers "escape".
In fact, sales is to "accompany" customers to buy things
So what kind of store salesperson will make my wife linger and finally come out with a big bag?
At first, the store staff greeted her warmly: "Welcome to take a look, you can ask me at any time if you have any questions", but she will not take the initiative to get too close at the first time, but can feel her silently observing while busy with her things at hand. Then, just as my wife picked out a piece of clothing and put it in the fitting room, she began to get busy, magically picking out a few sets of suitable clothes from the shelf, even shoes, bags, accessories... etc., and then put these clothes and accessories in an obvious place at the door of the fitting room. When my wife opens the door, she will say softly, "Just when you were trying on clothes, I picked out some clothes and accessories according to the style you might like, and anyway, the clothes are changed, so I'll try a few more." Just pick what you're interested in, it's okay, don't be pressured, take your time".
Seeing this situation, I knew that I had met a master today. Because of this sales method, on the road from "demand analysis" to "closing the deal", this store salesperson "accompanies" the customer. So, the next thing that happened was that when I wasn't in a hurry, my wife slowly tried them one by one, and then discussed with the store staff how to look better, and occasionally heard the store staff say, "Oh yes! Don't buy this one, you should try this one better with your home clothes..." So, of course, the end result is to return with a full load, and from then on, when I want to buy clothes in the future, I will always think of this family.
Therefore, business sales partners, in the sales process of facing customers, do you give customers the feeling of running in front of them to "pull" them or "accompanying" them on the side?
The interaction between people is really very delicate, maybe in the process of sales, you are willing to "slow" a little, but will sell "faster".
About the Author:
Key Sales Role Skills Expert/Senior Consultant Li Zhengzhong
He has served as a resident consultant of Insurance Cloud Generation, a sales consultant of Combo Biomedical, a sales director of American companies such as Xinhuamao, a project manager of the general manager's office of Hongzheng Automatic Technology, and a professional consultant of electronic enterprises of Huaxia Technology Enterprise. Mr. Li Zhengzhong has won the 2015 China Training "I am a Good Lecturer" competition in the national top 30 lecturers and the best course design award, and has the HRD PRESS MAP management ability evaluation instructor certification, specializing in customer relationship building and sales training, the teaching theme is mainly to win the sales technique, and is good at combining theory with rich practical experience to systematically convey the course content to students in simple terms.
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