What abilities do salespeople need? Let me tell you what skills you need to cultivate to be an excellent salesman!

First, the cultivation of thinking ability.

Anyone who has read think and grow rich knows that thinking can not only make people rich, but also make people have their own dreams and desires!

Newton discovered gravity in his thinking; Inspired by his thoughts, Rousseau wrote the classic book The Origin of Human Inequality, which shocked the world. Kant never gave up thinking and exploring the starry sky, and finally made his name as dazzling as the starry sky; Einstein's theory of relativity, Edison's electric light, Confucius' Confucianism, and the new China established by the people of China led by Mao Zedong, which one didn't succeed through thinking? Therefore, thinking is the real mother of success! If you want to succeed, you must think!

Similarly, planning and creativity in marketing come from knowledge and thinking! Sales plan analysis and sales task assignment? -thinking is indispensable! Network planning, customer checks and balances, market research, market planning, customer development, complaint handling and other issues must be actively considered in order to effectively solve the problem!

In the actual sales work, every salesperson will encounter some problems in the sales work, such as: the overall planning of the regional market: phased sales objectives, how to lay out the sales network, what kind of dealers to choose, what kind of products and price combinations to cut in, what kind of promotion methods to adopt, and so on.

Dealers complain that the price of products is too high, and they want to be regional general agents, let manufacturers put down their funds, and control manufacturers' development, quality accidents and so on.

Analyze the opportunities and problems in dealer development, provide guidance for dealer development, and help dealers plan promotional activities and public relations activities.

To solve these problems, we must actively think about the problems, so as to make the sales performance of the responsible market grow faster and more stable. Only by constantly helping responsible dealers to make suggestions can we win the trust and recognition of dealers, make full use of and give full play to their distribution functions, and ensure the health and stability of the sales network!

Second, the cultivation of listening ability.

Many people think that the kung fu of salespeople mainly depends on? Iron teeth, copper teeth and two mouths? Show off your mouth. In fact, in the real sales work, those salespeople who are eloquent, talented and extremely smart can't become sales champions, but those salespeople who are good at listening but still stupid win the laurels.

Joe Gillard, the king of sales, once warned salesmen: Don't show your talents to customers too much, which will hurt their self-esteem. One of the secrets of successful sales promotion is that 80% use your ears and 20% use your mouth. ?

Case: Xiao Wang's failure

Xiao Wang is a salesperson of Mercedes-Benz. One day, a well-dressed man came to Xiao Wang to buy a car. Xiao Wang correctly grasped the function introduction and price level. Seeing that the customer's transaction is just around the corner, it is only a moment for the customer to sign the bill, enjoy tea and chat at the signing table. The customer suddenly got up to leave, but didn't stay. Xiao Wang is puzzled and distressed by this defeat, and he doesn't know where he neglected. In one of my trainings, Xiao Wang took this example and asked me for advice.

I asked: What was the customer talking to you at that time?

Xiao Wang: It was the result of the college entrance examination in July. His son got 670 and was admitted to Tsinghua.

I asked again: Do you know what parents' greatest wealth is?

Xiao Wang: Son.

I then asked: What is the greatest pride of parents?

Xiao Wang: It's the children who are promising.

I said, that's right. At this time, the biggest interest of customers is not Mercedes-Benz, but showing off their children. What they want is your admiration, echo, respect and envy. What are you doing?

Xiao Wang: I didn't think so much at that time. My mind was only on filling out the list of car purchases, and I just dealt with his words absently.

Through the above cases, it is concluded that salespeople should not only be consultants in professional knowledge, but also become? Obey the master? Find out the purpose, contradiction, desire, misunderstanding, talk, etc. Customers or customers lay the foundation for further service explanation, persuasion or induction in their endless conversations.

1. Benefits of sales people listening:

(1) Listening can help you understand each other's personality, hobbies and interests.

Listening lets you know what the other person is thinking and what the real intention is.

(3) Listening makes the other person feel that you respect him, attach great importance to his ideas, and let him put down any burdens and concerns.

(4) When the other party has many complaints about the manufacturer, listening can let the other party vent and eliminate the other party's anger.

Listening can give you enough time to think about how to respond to each other strategically.

2. How do salespeople listen?

(1) Concentrate on listening: eliminate interference, concentrate, think seriously with an open attitude, actively participate, and listen to customer statements.

⑵? Listen to the sound, listen to the drums? Carefully analyze the intentions and opinions implied in the other person's words, sort out the key points, and listen to the emotional color of the other person. What confusion does he want to impose on you?

(3) pay attention to hidden words. Pay special attention to the obscure and ambiguous language of the other party, record it, seriously question the other party and observe the accompanying actions. Maybe he deliberately used difficult language to divert your sight and thoughts.

(4) synchronization. When listening, respond with appropriate body language, ask appropriate questions, keep silent in time, and let the conversation continue.

Third, the training of reporting ability.

Many salespeople may have this experience: they are used to reporting the situation to their superiors by phone or requesting resources: this competitor is promoting sales in the market, that competitor is reducing prices, that customer needs support, that customer wants to engage in promotional activities, and keeps reaching out to the leaders for resources, policies and crying. Market emergencies? . Ask the company leaders to give him policy support. However, the leader seems to be out of state, but asks you to write a clear written report to him. You say, is it urgent? As a result, either the salesman could not send the report back on time, or the level and intention of the report written back were not clear, or the report was not written at all and was not promoted. What is the reason? Maybe some salespeople will complain that the leaders are unreasonable and bureaucratic. In fact, the root of the problem is that many of our salespeople can't write reports at all, or they can't write reports well or are too lazy to write reports. Without a written report, it is difficult to analyze the problem clearly, and it is not convenient for leaders to let relevant functional personnel send relevant application reports to the headquarters. In actual sales management, the more standardized the company is, and the more problematic the regional market is, the more the company leaders prefer to ask for instructions from the sales staff in writing: to avoid deviation in understanding and analysis, to avoid making mistakes in decision-making, and to avoid unnecessary resource investment or waste.

So, how to improve the ability of sales staff to write reports?

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2. Imitate the format, techniques and skills of other colleagues' work reports and policy application reports, improve the quality of their own reports and strive for passing;

3. Learn from the leaders of the company, what kind of reports the leaders like best, understand the preferences and personality of the leaders, and do what they like;

4. When making resource application report and activity plan planning, it should conform to the thinking of the leaders, and it is easier to get the recognition and support of the leaders. It's easier to get the resources you want. Some leaders focus on the long term, while others focus on the present.

Learn from professionals, learn from the internet, or buy books in this field to practice your skills and methods in official document writing.

Fourthly, the cultivation of persuasiveness.

As the regional representative of the manufacturer, the salesperson conveys the basic information, product characteristics, sales policy and promotion of the manufacturer to the customer through the salesperson.

Salespeople are the bridge between customers and enterprises, but some salespeople can clearly and accurately express the intention of the manufacturer to customers, and at the same time get the understanding and support of customers, while some salespeople are biased in expressing the intention of the manufacturer, which makes customers unable to understand and support, even disgusted, resulting in the rigidity of the cooperative relationship. These situations are not uncommon in the sales process. The reason is that different salespeople have different sales persuasion abilities.

So, how to improve the persuasiveness of sales staff?

1. Effective preparation before persuasion.

(1) Understand the needs of customers, know what customers want, what they are worried about, and what is the biggest obstacle at present, so as to be prepared. Specifically, the salesperson can ask the customer related personnel, non-competitive sales friends or directly to the customer how to understand the customer's needs.

(2) According to the customer's needs, make a persuasion plan, use what methods to persuade customers, impress customers from what aspects, express your opinions at what time and on what occasion, write down the core part of the plan, and remember it repeatedly to ensure the incisive improvisation and convince customers.

2. Grasp the persuasion process

When persuading customers, the statement or expression of opinions must be vivid, concrete and emotional, and must not be divorced from operability. If the customer thinks that your opinions are all on paper, your persuasion results will basically be in vain. Therefore, the most effective statement in any sales negotiation is to use an argument (6W3H:when, where, who, which, what, why, how, how more, howlong) that can be specific to when, who and how to achieve what effect, so as to convince customers.

3. Empathy in persuasion

Salespeople should not be stubborn and always communicate with customers from the perspective of manufacturers, which is easy to cause communication obstacles. When persuading customers, salespeople often need to put themselves in the other's shoes. From the customer's point of view, it can help him analyze his own situation, find out the reasons for his sales confusion, and then help customers improve their own situation and promote development through the manufacturer's business ideas or sales policies.

4. Stimulation of interest in persuasion

The purpose of businessmen doing business is to make money, that is, to develop. When persuading customers, sales staff must remember that besides explaining the manufacturer's policies and specific operation methods to customers in detail, and taking out specific plans or documents to print manuscripts, it is more important to express the benefits and values brought by implementing the manufacturer's policies to customers, so as to stimulate customers' desires.

Verb (abbreviation of verb) training ability

Why do excellent salespeople not only have a good cooperative relationship with customers, but also maintain high-performance sales performance? The key reason is that he can effectively integrate resources, improve the management level and ability of customers, customers' employees and downstream outlets in his own jurisdiction through training or guidance, so as to keep up with the development rhythm of the enterprise, understand the business thinking and operation mode of the enterprise, reach a benign cooperative partnership, and let customers have the psychology of trust and dependence on themselves.

So, how do salespeople train customers?

1. Specific contents of training

(1) corporate culture

Let customers really understand the production process, main formula, raw materials, scientific and technological content, main selling points, the difference between manufacturer's products and competing products, features and functions, usage methods, influence in the market, social status, advanced deeds, corporate culture, business philosophy and so on.

The specific ways of training or communicating to customers depend on the training methods and training abilities of sales staff.

(2) Management

Help customer sales staff plan the market, such as teaching customers how to develop downstream outlets, how to manage downstream outlets, and how to establish good customer relations with downstream outlets. Help customers with human resource management, for example, to enable customers to? Employing, retaining and developing people? Spend more time, do more details, realize talent management based on control and incentives, formulate a target employment mechanism, and put an end to the hegemonism of individual bosses, individual heroism within enterprises and the imbalance of management, resulting in brain drain. Help customers pay attention to financial management, for example, ask customers to establish and improve their own financial management system, show the monthly sales, profit and loss, assets and liabilities details, and let dealers know how much they have earned! Thanks! We clearly know what we need to do to reduce operating costs and turn losses into profits. Help customers manage their responsibilities and rights, such as product distribution, regional distribution and responsible distribution. Let them perform their duties, give full play to the strengths of employees and do their jobs to the greatest extent. Avoid quarrels in management or sales. Although the sparrow is small and complete, no matter the size of the enterprise, it will face the confusion of enterprise management, especially for customers like dealers. Now the biggest confusion is how to manage their own enterprises, so the sales staff of manufacturers can make more efforts in this respect and provide valuable training or guidance to customers.

(3) operating instructions

Constantly find the problems existing in the actual operation of customers and customer salesmen, including inadequate distribution, slow development of regional markets, inefficient effective sales time, warehouse management, product mix, after-sales treatment, objections and complaints from offline customers, etc. , and put forward improvement suggestions and opinions to customers in time to improve sales execution and implementation effect.

Through continuous training and output, sales staff can help customers improve their overall profitability, weaken their vision and only pay attention to the resource cost of manufacturers, and reduce the input of resource cost of manufacturers in order to obtain efficient sales and payment.

2. The specific methods of training:

(1) Consulting training dealer: The dealer doesn't like and has no time to receive systematic training. Training is not to prevent problems, but to provide solutions to problems, so it is most effective to train dealers through consultation.

(2) To be a mentor for dealers and their employees: Dealers like factory business that can improve the quality of their employees and provide management ideas. Factories can improve their work efficiency and value-added benefits through training or exchange, and they like to improve the cooperative relationship between the two parties through training or exchange.

(3) Training avoids the product benefit level that is prone to disputes: salespeople should not expect nonsense, but should strongly instill that managing our products can create higher benefits for them. Dealers may bring benefits to your products, and similar products can also bring benefits. He may be calculating or comparing them every day, and the steelyard in his heart may be clearer than the sales staff of the manufacturer. Once the sales staff of the manufacturer always make a fuss about the interests of the products, it may cause customers to find fault and compare the products of competitors, which will affect training or unhappy communication.

(4) Dealer training focuses on knowledge and ideas, not the interests of the company: salespeople must talk about interests in dealer training, and help distribution create interests through the management knowledge and marketing ideas of salespeople, while emphasizing the distribution of our brands and following our business methods will gain more benefits. After all, customers are bosses, and salespeople just work, so they are not qualified to talk about interests on an equal footing. Moreover, many dealers especially hate that salespeople know their own operating profits and master their own sales profits.

(5) After being recognized, help them find problems: sales staff should not easily point out the shortcomings of customer operation or management, which will encounter obstacles in future cooperation. Sales staff should be regarded as a good sales staff by customers first, and help to find and solve problems step by step, so that the cooperation between the two sides will be happy and the problem will be solved more smoothly.

(6) Help dealers to do accumulated and effective things: Sales personnel should start with valuable and effective substantive issues in the training of distribution. For example: draw a big picture of regional sales outlets, hang up the customer's office, and show the general demeanor of customers; Train customers' employees to manage documents, files and materials, and improve employees' work efficiency. By doing some effective things, improve your position in the eyes of customers.

3. Training effect

By training dealers, let their dealers strive to:

(1) A person who can be recognized: customers like to deal with people they admire.

(2) a person who can find problems: customers like people who can help them and help them see problems that are usually overlooked, and this problem can create benefits or reduce losses for themselves.

(3) People who can bring new things: Customers like salespeople who can constantly provide new management methods or promotion methods for their business.

(4) A person worthy of deep friendship: through his own personality, behavior, knowledge, skills and style, let customers believe that he is a friend or partner worthy of deep friendship, not just a cooperative relationship with manufacturers.

(5) Irreplaceable people: The highest level of cultivating customer loyalty is to make yourself an irreplaceable person in the hearts of customers, and to make customers feel dependent on themselves is to control customers to the greatest extent.

(6) a person who can bring business profits: everyone likes people who can bring benefits to themselves, not people who only know? Can eat, play, drink and have a glib tongue? Karate master, but a salesperson who doesn't do practical things.

Sixth, implement training.

Many salespeople always clap their chests at the monthly meeting and say that the plan is perfect: what kind of sales target to achieve this month, and a series of strategies and measures to achieve the sales target, but it is always difficult to achieve the sales target at the end of each month. Why is this?

Many salespeople are usually idle at the beginning and the middle of the month, but at the end of the month, they are like ants on hot bricks, constantly urging customers to pay back their money. However, the current market is not entirely determined by customers. A customer's distribution ability depends on how many terminal outlets he has, how many of these terminal outlets are effectively controllable and how many products he can sell. All this requires salespeople to sink their hearts and go all out day after day and month after month. Therefore, salespeople must have strong execution.

So, how can salespeople improve their execution?

1. Sales personnel should have clear sales targets, including annual sales targets, monthly sales targets and daily sales targets;

2. Salespeople should get into the habit of making plans, especially the daily work plan, and determine the sales plan for the next day in the evening, when and how long to visit customers, and what goals to achieve with customers.

3. Salespeople should get into the habit of reviewing, go back to their residence every day, make a simple summary and review of today's sales plan completion, sales success or failure, existing problems and matters that need the support of manufacturers, and write them in the sales diary;

4. Sales staff should strengthen the training and learning of their own business ability and improve their sales skills, including customer negotiation ability, communication ability and time management ability.

Sow the seeds of behavior and you will reap the habits; Sow the seeds of habit and you will gain character; Sow the seeds of character and you will reap success.

In a word, salespeople can make healthy progress in sales and become top marketing fighters only if they beat themselves, keep a positive attitude and concentrate on their basic work.

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