1. Training purpose: being a man+doing things.
The job of a salesperson is actually to deal with people, dealers, retail stores, customers, social groups and others. He must understand people's "likes and dislikes" very seriously, so that customers can feel that he really thinks about himself or serves; He should be a "noble person" who can help clients make money or even get rich, and a psychologist who knows what clients need. If salespeople can do this, can't they sell products with sadness? Therefore, sales is actually the sales of personal charm, and it is a live contest of "being a man".
In 2000, TCL brand sales of color TV counters in Zhengzhou Commercial Building outshone others. When the shopping guides of other brands made a special trip to learn about TCL color TV sales, they found an old lady sitting next to them as if waiting for someone. I didn't know until I asked her that she was waiting for Li, the head of TCL color TV counter. How the shopping guides of other brands persuaded her didn't change her original intention of coming to Li to buy TCL color TV. What kind of personal charm does team leader Li have to attract the elderly to come to him specially? Why not buy a non-TCL color TV? It turns out that the local area is a gathering area of several old state-owned factories, and the consumption power of residents is limited. Many customers who buy color TV sets are retired workers around 50 years old. In view of the characteristics and consumption habits of these customers, team leader Li added coffee tables and chairs next to TCL counters to facilitate these customers to select color TVs carefully; Moreover, he always recommends different models of color TV sets to each other as appropriate after asking the other party about their willingness to buy; After the customer bought it, he not only called the customer to ask questions, but also enthusiastically came to help solve the problem at the customer's request. No matter how difficult the customer is, he can take his time to solve the other party's practical problems. In this way, he gradually became famous in several surrounding residential areas. Many customers made a special trip to buy color TV sets with him, and it is not uncommon for the old man to wait for him at the counter.
Many excellent salespeople are excellent because they understand human feelings when dealing with customers, and they will think of each other and achieve the purpose of closing a deal. Therefore, in the process of training sales staff, the lecturer must teach students how to be a man at the sales site, so that students can understand that only by doing a good job of being a man can they win the trust of customers and do things well-this is the main purpose of sales staff training.
2. Training content: skills+mentality+cases.
Sales staff travel all the year round and deal with various dealers and customers, so they are flexible, have strong communication skills and good language skills. However, they are often "monkey's ass-unable to sit still", and they don't settle down to sum up, so they must be trained according to their work characteristics.
Most business managers have a misunderstanding that in order to increase sales, sales staff must be trained in sales skills. As a result, there have been many training lecturers specializing in sales skills in society. Most of the courses are settlement, negotiation, spot sales, market analysis and so on. In my opinion, this kind of course, which is purely about sales skills, is only suitable for teaching salespeople who have just arrived at the company. For the training of salespeople with more than one year's sales experience, it is necessary to add psychological courses (training these "surviving" salespeople, they have the best chance to become the mainstay of salespeople).
2 How to train sales staff
Promoter: Don't worry, our goods are in great demand. Please register first, and we will inform you as soon as the goods arrive! Our Nokia mobile phone is very powerful. This mobile phone is the best of its kind. You must have heard of quality problems!
It is not difficult to see that compared with foreign mobile phone manufacturers, the sales staff of this domestic mobile phone lack confidence instead of sales skills or product knowledge!
It is useless to train salesmen with more than one year's sales experience and then repeat their sales skills. Lecturers should start with their career, analyze the practical significance of their daily work, and how this job can help them achieve their life goals, activate their work enthusiasm, and enhance their sense of team responsibility and personal honor. At the same time, the lecturer should teach them a set of effective tools, and then the sales staff can find their own good habits and methods at work and share them with others.
In the classroom, the lecturer should also be good at using the cases of excellent salespeople. For example, joe girard, the "king of automobile sales" in the United States, Yuan, the insurance king known as the "god of sales" in Japan, and Li Ka-shing, the "real estate tycoon" in Hong Kong, started selling plastic belts at the age of 17 and became the general manager at the age of 20. More importantly, the lecturer should be good at finding vivid and convincing cases from the sales staff attending the class. While analyzing the successful experience of excellent salespeople in these cases, we should compare ourselves, find the gaps and advantages, and thus establish self-confidence.
3. Training form: coach+host+grouping+sharing.
Excellent salespeople in the company often have distinct personalities, either especially like this job, or are particularly good at market analysis, or have an amazing amount of alcohol ... There is always something shining behind every sales star's distinctive personality. Lecturers should dig out these bright spots when training, so that the power of role models can shine in the classroom!
In this link, the author prefers to adopt the form of grouping. In a small group of 5 ~ 10 people, let them share their self-confidence as much as possible, share the pain and joy of work, and also take out the problems that are difficult for everyone to solve at work. Through discussion and sharing, find ways to solve them, so that the most interesting and passionate students can become "idols" worshipped by everyone in the class.
Quotations "In the summer of 2003, the author participated in the promotion training of outstanding business personnel in the northwest region of a company in Zhengzhou. In the experience sharing session in the evening, one topic stumped everyone-"What if a stubborn dealer always disagrees with the company's new sales policy and you are burdened with tasks (you can't finish the tasks in three months)? "When the scene was silent, a young man from Taiyuan Company shared the story of his ideological work as a distributor in Baotou: according to local customs, every time he visited a" stubborn "distributor, he would bring a bottle or two of wine and impress the distributor with refreshing wine at the banquet. He always believes that as long as he sincerely thinks about the dealer and helps him make a fortune, no matter how stubborn the problem is, there will be a way to solve it. After the story was told in the evening 10, everyone was still unfinished. At the end of the training, everyone also spontaneously elected him as the best student of this training. "
It can be seen that when training salespeople, lecturers should not only make clear the theme of the course through several hours to several days of classroom teaching, so that students can gain something, but also use discipline, technical guidance and appropriate summary to enable students to complete the training course inspired by the group. This way of finding answers and solving problems by yourself is also a process of discovering your own potential. When many students gave feedback to the author after the training, they all talked about being able to speak in a class with abundant talents, which was recognized by everyone. They felt indescribable excitement and their self-confidence was greatly improved!
To sum up, salespeople, as the most active, personalized and productive group in the company, must follow the principle of "different from person to person", so that training can really play the role of "motivating and inspiring talents".