The most common problems of the business: rushing to introduce, unable to highlight the product
In the course of teaching business sales courses recently, I found that many business salespeople often make two problems, one is to be too eager to introduce the product, and the other is to forget to highlight the "features" of their products.
Being too eager to introduce a product will not only make customers feel "sold", but will even overemphasize features that customers don't care about (perhaps the business person thinks that's important), making customers feel that their money is not being spent. So maybe the customer who feels like he needs a lot at the beginning seems to be less interested after listening to the product introduction of the business person.
And forgetting to highlight the "features" of the product is that the business staff has been constantly promoting how good this type of product is, and the customer is indeed moved by what you say, but in the end, the customer uses the "price" as the basis for choosing and buys the same kind of product from the cheaper competing brand.
To avoid the above two major problems, business personnel must know how to show value from pain points and eliminate competition with characteristics.
How to "show value from pain points and eliminate competition with characteristics" of selling products?
For example, in the first half of last year, I went to counsel a company that acts as an agent and manufacturer of health foods, helping them to redefine their product FAB, improve the relationship between existing sales channels, enter large chain channels and overall planning for new product launches.
I thought it was quite competitive at first glance, but until I went to coaching, sales couldn't grow. So, I went directly to the store to see how the staff sold. After chatting with the store staff, I found that there were actually quite a few people who asked, but every time someone asked, the salesperson's reply was almost the same: "This is a good product for the eyes, because in addition to lutein, there are many antioxidants, such as astaxanthin...... However, often when consumers see the price, 20 copies (1~2 copies per day) are priced at about 1,400 yuan, and most of them are gone.
Later, I arranged a sales training for these store managers, and when consumers inquired, the following sales words were mainly adjusted for the product features:
1. First of all, ask the customer who they want to use this product for, and what kind of situation do they hope to improve?
2. In response to the symptoms that customers want to improve, the effect of the product is emphasized, in addition, it is pointed out that the product is to be drunk, there is no need to swallow those annoying lozenges or capsules (especially for female users), and the special ingredients of the product can also relieve the dry eyes that are common with modern people's eyes.
3. Then, there are other multi-antioxidant ingredients, so the price is really good.
First of all, the first point will make the customer feel that the store staff is not in a hurry to sell the product, but really cares about the customer's real needs, but at the same time, it can also allow the customer to say what he wants to improve. The second point is to "show value from pain points and eliminate competition with characteristics", so that customers can feel that this product can really solve their problems, and at the same time, the two major characteristics of the product, "use to drink" and "improve dryness", can almost eliminate other competing brands. Finally, the third point is to solve the problem of relatively high prices, the importance of antioxidants is well known to consumers who pay attention to maintenance, so from these rich antioxidant ingredients to emphasize that the product is actually very "cost-effective"!
After the adjustment, the sales volume of this product between stores finally began to increase, and there was even a distributor who wanted to buy hundreds of boxes at a time!
Grasp the golden rule of closing, easy sales without worry
"Show value from pain points, use characteristics to eliminate competition", in my golden rule of closing, is a very important one, for me, as long as a business salesperson can do this well, not only can attract customers' purchase interest, but also do not even have to worry about the price competition of competitors.
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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