What Can You Say In Front Of Customers Without Knowing The Product?
Every time you give an enterprise training, a salesperson who comes from different industries and sells different products will ask the same question: what are the characteristics, advantages and interests (FAB) of your company's products?
For sale, this is a very basic problem. To my surprise, some salespeople have never heard of FAB. Some people have heard of it, but they can clearly describe the FAB of the product they sell. But it is not as good as a few of the conclusions I summarized after studying the company's website before training.
It can be said that most companies do not have enough training for salesmen, or salesmen are careless about the products they sell.
What can these salesmen say in front of customers?
Except "Hello!"
"I am a XX company, our products are good, and the service is good".
Some industrial salesmen will also say, "I have good relations with customers."
In fact, a good salesperson, especially the salesperson of industrial products, must grasp both the relationship and technology, and both hands must be rigid. Any lack of any one hand will have an impact on the success of sales. Therefore, in some enterprises, the salesmen of industrial products are called sales engineers or sales consultants. A qualified salesperson must arm himself with the deep understanding of the industry and the products and technology he sells, but product knowledge and technology are only a means, not a goal. Besides, the company has the technical support department to give you any support and support at any time. As far as I observe, salesmen use product (Technology) to help sales level can be divided into four levels: rookie, bird, bird and bird. Rookie grade: I do not know three of the products I sell, but I will only say three sentences to our customers: (1) our products are of high quality. Our after-sales service is good. Our price is cheaper than others. These people are either new salesmen who have not received any product training, or some old salesmen who think that sales are eating, drinking and kickbacks. In fact, the latter also slowly find that these 10 years ago were still very clever, but now they seem to be useless. China bird class: trained by systematic products, it is very clear about the characteristics, advantages and interests of the products, and sometimes it is thoroughly cooked. But their problems are: (1) not really listening; second, trying to introduce too many product advantages and interests. A month ago, I went to the computer mall to buy a laptop computer. I was warmly received by a salesperson at a brand computer store. Before I could say a few words, the man introduced me to a sales promotion model. I had to admit that he was well trained and professional. To be honest, I was completely outsider to the computer, and the product introduction of the promoters nearly 10 points did not leave any impression on my mind. In addition to the 3 year warranty, the series of professional terminology confused me. Salesmen do not ask questions and listen, nor do they understand the real needs of customers. They simply introduce all the characteristics, advantages and interests of the products to the customers as pupils endorse, and the results are very poor. Because customers will not understand the product characteristics they do not understand, nor will they attach importance to those interests which are irrelevant to their actual demand, nor will they remember the advantages and interests of over three products. Old bird class: know how to ask and listen. For the needs of customers, introduce to the customer no more than three most important characteristics and advantages and interests that can meet the needs of customers. More experienced salesmen know that bosses are most concerned about interests, department managers care about product advantages, technicians care about characteristics, and use department care function. At the same time, the interests can be materialized. The company that I used to serve is a manufacturer of light ceiling and partition system, and the anti-corrosion treatment of the light steel structure of the supporting system is the selling point of our products. At the beginning of our product FAB, it is stated: "the light steel components provided by our company are made of high quality continuous hot-dip galvanized steel strip (the zinc plating thickness is 130 grams over 80 grams of national standard), which can effectively prevent corrosion and rust and greatly extend the service life of building interior decoration". Later, we changed to "light steel components using high quality continuous hot-dip galvanized steel strip (zinc plating thickness of 130 grams over 80 grams of national standard), which can effectively fight corrosion and rust for more than 10 years without maintenance and save customer costs". Note: "effective anti-corrosion and rust prevention for 10 years" makes the benefits of product performance obvious and very specific. Bird walking class: appear in the image of technical experts, help customers solve problems, provide technical solutions for customers, and establish good relations with customers. By brainwashing customers, persuading or influencing customers to use your company's product characteristics and technical standards as purchasing criteria or writing bidding documents to stop competitors. A company is a chemical anchorage company. Its sales team, visiting Dr. Lee, the chief contractor of a tunnel project, understands that customers have the following concerns about the chemical anchorage scheme in the tunnel: (1) the impact of boreholes in the anchorage scheme on the damage of the tunnel tube; and whether the wet environment of the tunnel will affect the mechanical properties of the chemical anchorage agent. In view of the customers' concerns, A has put forward a detailed solution. It focuses on the characteristics and advantages of A's chemical anchoring agent's shallow depth and moisture resistance environment. In fact, this is the advantage of A products relative to its competitors. In the product demonstration, it is constantly strengthening the customers' concerns and emphasizing the benefits brought by A products to customers. Sure enough, the anchorage plan of the total package adopted the suggestion of A company, and determined the technical requirements such as shallow depth and wet environment in the form of bidding and tendering. All manufacturers participating in bidding and tendering must first take part in product testing to achieve the technical specifications set by the total package. The test results were within the expectation of A company, but also in anticipation of competitors. Test results A company won the battle. In fact, the characteristics and advantages of different companies are different. The key is how to influence the decision of customers to enter the manufacturing barriers for competitors.
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