Many marketers feel headache and difficulty in developing potential customers, but they are not. As long as we pay attention to collecting customer information, we can easily find that there are still many prospective customers hidden in the existing customer base, and there is a big customer market waiting for us to develop. Recommendation is the most effective way to develop potential customers, and it is also an important resource to ensure that marketers continue to obtain potential customers. Through introduction, the strangeness of the first visit can be reduced, and at the same time, it is more convincing with the recognition of customers, winning the recognition of prospective customers and promoting the signing of bills.

Get customer approval

First of all, we must obtain the approval of the introducer (customer) on the nature of the introduction. Only when the customer approves, the customer will tell you his friend's recent situation and family situation, so as to get the detailed information of the prospective customer. To gain the recognition of customers, we must do two things: First, we must have a sense of responsibility, stick to our reputation and be responsible. Secondly, it can provide customers with high-quality and satisfactory services. Only by touching customers' hearts with sincere service can they gain customers' recognition, and customers will confidently introduce this service to their friends, recommend you to their friends, and actively feedback their information. Therefore, when dealing with customers, we must attach importance to credibility, stress credit, and win the trust of customers with practical actions, so that customers will be willing to make recommendations. Of course, some customers will refuse to provide recommendations. At this time, marketers should find out the reasons for customers' rejection as soon as possible, dispel customers' concerns, relieve customers' concerns, and regain recognition and affirmation.

Get information about potential customers

After getting the customer's approval, talk about the customer's friends, and the customer will tell you what he knows about his friends and how he feels, so as to get the detailed information of the prospective customer. When collecting information, we mainly know the name, age, address, telephone number, education background and future plans, current income and possible maximum income in the future. At the same time, we can also understand the interests of prospective customers, master their emotions and personalities, and lay the foundation for strange visits. With the information provided by customers, it will be more convincing to have a general understanding and understanding of prospective customers, easily grasp the details of prospective customers' lives, and then make plans for prospective customers, prescribe the right medicine and sort out insurance plans.

Accurately lock customers.

According to the information you have, carefully screen customers, choose the prospective customers with the greatest possibility and the strongest purchasing power to visit, and lock in as the main goal. After locking the customer, choose the appropriate visit time, method and topic, and carefully design the insurance plan for the prospective customer. Although it is a strange visit, I know the customer information like the back of my hand. If you let me rest assured, the introduction will be more handy, and every sentence will be in the hearts of prospective customers. Furthermore, it was introduced by a friend. Prospective customers will not keep you away, let alone embarrass you, and even have a sense of intimacy and trust. You can prove your credibility and ability with the help of the service you provide to customers. When you win the approval of prospective customers, you can introduce insurance again and instill insurance awareness. This two-pronged approach is more effective and I believe it will get twice the result with half the effort. Prospective customers will also accept your point of view from the heart, become your customers, and finally facilitate the signing of the bill.

Professional sales skills

First, the three elements of sales call

1, your goal

This "story" is ready to achieve the goal.

3. Access the tools you need

Second, the basic structure of sales telephone

Looking for customers-preparation before interview-contact stage-inquiry stage-listening stage-presentation stage-handling objections-conclusion-follow-up.

(A) looking for customers

1. Market research: determine the research scope according to the product and development purpose.

2. Document construction:

Commercial consideration: whether (1) can meet the requirements of GSP; (2) business reputation evaluation; (3) whether the operator's thinking is open; (4) Channel coverage.

3. Screening customers:

(1) firmly grasp the 80/20 rule; (2) Choose the most suitable customers for the enterprise.

(2) Preparation before the visit

First, customer analysis

Customer profile (basic information, department, grade), purchase/use/access records.

If you go to see a doctor, you should know his prescription habits. If you visit a salesperson, you should know his recommendation habits and his self-knowledge of this kind of knowledge.

B, set the visit target (SMART)

S- concrete (concrete) M- measurable (measurable) A- achievement (achievable)

R- realistic T- time bond (time period)

C. access policy (5W 1H)

D, data preparation and "sales story"

E, dress and psychological preparation

Sales preparation

A, work preparation B, psychological preparation

Be familiar with the company and be prepared to go all out.

Be familiar with the product situation, define the goal and make a good plan.

Understand the customer situation and cultivate a high degree of enterprise.

Understand the market situation and cultivate perseverance.

Cultivate a high degree of self-confidence

Cultivate a high degree of discipline

If there is the possibility of making mistakes, there will be mistakes. Things always fall out of reach.

When the cake falls on the ground, there is always cream on the ground, and some things are always getting worse.

Make it clear who to visit: Who will you visit during the sales call?

(3) Contact stage

A. Opening remarks

Easy to understand, concise, innovative, less repetition, less "I", more "you" and "your company"

Clever choice of greetings is very important.

B. Mode

Cut to the chase, praise, curiosity, enthusiasm (greeting), request

Matters needing attention in contact stage

A. Cherish the first 6 seconds: When you meet for the first time, most people will have a preliminary impression within 6 seconds. Love at first sight is heartless.

B, the application of eyes: understand the etiquette of eyes and pay attention to the focus of eyes.

C, a good start

Harmony, positivity, theme creation, entry needs and sufficient time.

D, possible difficulties

Lengthy, silent, negative, unclear purpose, bad experience and hasty time.

(4) Inquiry stage

What is detection?

Explore each other and ask questions.

The purpose of inquiry: A, collecting information B, discovering requirements C, controlling access D, promoting participation E and improving communication.

Type of question asked

Affirmative Questions-Restrictive Questions (Yes/No)

(isn't it, isn't it, is it ok? )

Open question-open question

(5W，2H)

A questionable question-a hypothetical question

(You mean-if-)

Open question pattern

(5W，2H)

Who is it and how many are there?

What is what? How about it?

Where is it? where

When, when and why?

Restrictive interrogative sentence patterns Hypothetical interrogative sentence patterns

Isn't it? What do you mean?

Right? If-

Right?

May I?

Open question

Open question opportunity:

When you want your customers to speak freely.

When you want customers to provide you with useful information, when you want to change the subject.

Have enough information

Benefits: Guide the conversation without the customer's knowledge.

The client thinks he is the protagonist of the negotiation.

harmonious atmosphere

Disadvantages: it takes a lot of time, requires customers to talk more, and may lose the theme.

Restrictive questioning

Restricted question opportunity:

When customers are unwilling to provide you with useful information

When you want to change the subject

Key steps to reach a conclusion

Benefits:

Get clear points quickly.

Determine each other's thoughts

"Lock in" customers

Disadvantages:

Less information, more problems, "negative" atmosphere, and convenience for uncooperative customers.

Hypothetical questioning

Hypothetical question timing:

When you want to find out what customers really think

When you want to help your customers explain their feelings.

Benefits:

Can sort out the real thoughts of customers.

Can accurately explain the meaning

Be polite.

Disadvantages: with personal subjective consciousness.

(v) Presentation stage

1, to clarify customer needs; 2 state the purpose of the visit

3, professional introduction FFAB, constantly meet customer needs.

FFAB is actually:

Features: Features of the product or solution;

Function: the function brought by characteristics;

Advantages: the advantages of these functions;

Benefits: the benefits brought by these advantages;

Before introducing FFAB, we should analyze the proportion of customer demand, sort the sales priorities of products, and then expand FFAB. When launching FFAB, you should simply state the features and functions of the product, avoid using difficult terms, and summarize the advantages that are beneficial to customers by citing its advantages and general interests that customers can accept. Here, marketers should remember that customers always buy because the products and services you provide can bring them benefits, not because they are interested in your products and services;

(6) Handling objections

1. What is the customer's objection?

2. What is behind the objection?

3. Handle objections in a timely manner.

4. Turn customers into "people": grasp human nature and needs.

Handling objections: in the face of customer questions, make good use of addition, subtraction, multiplication and division.

A. When customers raise objections, we should seek common ground while reserving differences by subtraction;

B. When summing up in front of the customer, add up the content that the customer has not fully recognized;

C. When customers bargain, division should be used to emphasize the unit profit left by products to customers;

D. When marketers do their own cost analysis, they should use multiplication to calculate how much room they have left for themselves;

(7) Closing (summary) stage

1, strike while the iron is hot

Step 2 Use more restrictive questions

3. Turn intention into contract in time.

4. Confirm the necessary clauses.

Procedure: Commitment and close business relationship are required.

1, review the interests of customers;

2. Put forward the next plan;

3. Ask whether to accept it;

When the marketer completes the above three procedures, he will describe his vision when buying products or services for customers, and finally stimulate the desire of prospective customers to buy; Once you accidentally capture the following information of the customer:

Customer's facial expression:

1, nodding frequently; 2. Calm gaze; 3. Abnormal changes;

Customer's body language:

1, lean forward; 2. Turn from a closed sitting position to an open sitting position; 3. take notes;

Customer's tone and words:

That's a good idea. wait for ...

(viii) Subsequent stage

1, understand customer feedback 2, and handle objections; 3 communication and friendship; 4. Welfare cash; 5. Get the next order

How to become a top marketing expert

Want to be a top marketing expert? If you really want to achieve the goal of successful marketing, here are 16 personalities and characteristics shared by successful marketers. See how many are suitable for you. How many rules can you faithfully follow?

First, always keep a positive attitude. This is the first rule of marketing, and a positive attitude will lead you to success and last forever. If you are in doubt, you have no positive attitude. A positive attitude is not only a process of thinking, but also a continuous practice.

Second, confidence. If you don't believe in yourself, who will? The most important marketing tool you have is your confidence.

Third, set goals and accomplish them. Determine and accomplish specific long-term (what do you want) and short-term (how to get what you want) goals. The goal is the map of success, which will lead you to success.

Fourth, learn marketing. Keep learning how to market, whether reading books, listening to tapes, attending seminars, it is best to attend my super marketing course.

5. Understand and meet customer needs. Listen to what customers say and ask leading questions to find out their real needs. Treat customers equally and be friendly.

Sixth, be ready to help others. Don't be too dissatisfied, it will be written on your face, selling to help customers, not selling for commission.

Seven, retain customers. Treat others sincerely, treat others as you want them to treat you. If you really have a chance to get to know a customer and pay attention to his most concerned problems, you will get far more than the commission can give you.

8. Trust your company and products. Believe in your products and achieve first-class service, and this confidence will be invisible. Your beliefs will be clearly conveyed to customers and reflected in your performance data. If you don't have confidence in your product, do your customers still have confidence in you?

Nine, self-cultivation. Proactive and adequate preparation is the best motivation for you to explore the success of customers. You must always be ready for marketing, otherwise you are preparing for failure. Prepare your professional suit, marketing tools, self-introduction, questions to ask, words to say and possible answers. Creative preparation can determine your work performance.

Ten, honesty. If you want to help people honestly, others will see if you are honest; If you are dishonest, you will lose your customer resources.

Eleven, decisive decision. Measure customers' willingness and ability to buy quickly and accurately, don't waste time with indecisive people, and do the most effective things.

12. Be punctual for appointments. Being late means "I don't respect your time". There is no reason for being late. Unless there are special circumstances, you must call and apologize before the appointed time to continue your unfinished marketing work.

Thirteen, pay attention to the image. Dress appropriately and be full of energy, which has a positive impact on you personally, your company and your products.

Fourteen, believe in the present. Don't wait until you play ball to practice pitching. Get to know customers and their companies deeply and build trust as soon as possible. Before we establish mutual trust, we must be realistic with our customers and not flatter them.

Fifteen, make good use of humor. Humor is the most successful tool for friendship marketing. You might as well keep humor in your work, and the smile brought by humor will deeply infect your customers.

Sixteen, emphasizing efficiency, not emphasizing characteristics. Before the customer wants to know how to use the product, he wants to know what benefits the product can bring him.

1, "think", that is, a salesman must have certain planning ability.

Most of the overseas sales staff of the manufacturer carry out sales work in the designated regional market. Manufacturers set sales tasks for salesmen, and provide certain guaranteed wages, travel expenses, promotional materials and other resources. All sales work in this area, including market research, market planning, customer development, customer management, complaint handling and other basic work, must be completed by the salesman himself. To do all this well and ensure the sustained and healthy development of regional market sales, first of all, sales staff should have an overall market plan for the regional market they are responsible for, including phased sales targets, how to lay out the sales network, what kind of dealers to choose, what kind of products and price combinations to cut in, and what kind of promotion methods to adopt. Secondly, in the process of developing and managing dealers, salesmen often encounter many problems, such as dealers complaining about high product prices, asking for regional general agents, asking manufacturers to bottom out funds, controlling manufacturers' development, quality accidents and so on. In order to deal with these problems, salespeople must use some strategies, and these strategies need careful planning by salespeople; Thirdly, the salesman should also act as the consultant and helper of the dealer, discover the opportunities and problems in the development of the dealer, provide guidance for the development of the dealer, and help the dealer plan promotional activities and public relations activities. Only when a regional salesperson is the chief planner can the sales performance of the market he is responsible for grow faster and more steadily; Only when the regional sales staff help the competent dealers to make suggestions can they win the trust and recognition of the dealers, make full use of and give full play to the distribution function of the dealers, and ensure the health and stability of the sales network.

2. "Listening" means that salespeople should have the ability to listen.

In the process of developing dealers, many salesmen will talk about how good their products are, how complete their products are, how excellent their companies are, and how rich benefits dealers can bring by selling such products as agents, whether they like it or not. It may be noted that most salesmen who sell products in this way are in vain. In fact, whether it is to develop dealers or deal with customer complaints, listening is more important than speaking. Why? First, listening can let you know each other's personality, hobbies and interests; Second, listening can let you know what the other person is thinking and what the other person's real intention is; Third, listening can make the other person feel that you respect him and attach great importance to his ideas, so that he can let go of his burdens and concerns; Fourth, when the other party has a lot of complaints about the manufacturer, listening can let the other party vent and eliminate the other party's anger; Fifth, listening can give you enough time to think about how to respond to each other strategically. How do salespeople listen? First, eliminate interference, concentrate, and listen to customers' statements with an open attitude and positive input; The second is to listen to all the contents clearly, sort out the key points, and listen to the emotional color in the other party's words; Thirdly, retell the information you hear, record the key words quickly, and improve the memory effect of listening; The fourth is to respond with appropriate body language, ask appropriate questions, keep silent in time, and let the dialogue continue.

3, "writing", that is, sales staff should have the ability to write general documents.

Many marketing executives may have this experience: a salesman often calls you to report that this competitor is promoting sales and that competitor is reducing prices, asking you to give him policy support. If you ask him to write a written report, the salesman either can't send it back on time, or the report he wrote back is unclear and unclear. Why is this happening? Because many salesmen can't write reports at all or can't write them well. How to improve the writing ability of salespeople? First, when sales staff report their work and ask for policy support, the sales supervisor should let them report in writing as much as possible; Second, for salesmen, hire professionals to carry out official document writing training, or buy relevant books to organize salesmen to study; The third is to ask and encourage salesmen to write more articles about sales experience and publish them in internal publications or some professional magazines, so as to give appropriate rewards to those who successfully publish articles.

4. "Say", that is, salespeople should have certain persuasion ability.

The salesman is the permanent representative of the manufacturer, and the basic situation, product characteristics and sales policies of the manufacturer are all passed on to the dealer through the salesman. When the salesman communicates with the dealer about the manufacturer's policy, some dealers quickly know and understand the manufacturer's intention, some dealers don't know or understand the manufacturer's intention, and some dealers are disgusted with the manufacturer or even cut off the cooperative relationship with the manufacturer. Why did these things happen? The reason is that different salespeople have different persuasion abilities. How do salesmen improve their persuasion ability? First, the salesman should make full preparations before formally persuading the dealer: first, he should know the dealer's needs from the dealer's related people or the dealer himself by asking questions, that is, what he is thinking, what he wants and what he is worried about, so as to prescribe the right medicine; Secondly, according to the needs of dealers, draw up a persuasion plan, write down how to persuade dealers and what points touch him, and keep them in mind; Third, the speech should be vivid, concrete and operable. In the process of sales persuasion, it is necessary to specifically talk about when, where, who, what method to use and what effect can be achieved after implementation; Finally, from the dealer's point of view, help him analyze his own situation, let him understand that the manufacturer's policy can help him improve his own situation, explain to him the specific operation method of the manufacturer's policy, and describe the benefits and values that can be brought to him after implementing the manufacturer's policy.

5, "teaching", that is, salesmen should have certain counseling ability.

An excellent salesperson can maintain a high sales performance because he can effectively integrate resources and improve his business level and ability by training and guiding the distributors, their salesmen and their end customers in his regional market, so that they can all be as excellent as themselves. What does the salesman teach dealers, dealers' salesmen and terminal network customers? First, product knowledge, teaching them the technological process, main formula, main selling points, differences from competing products, features and functions, and usage methods. The second is management methods, teaching them how to make market planning, how to develop offline customers, how to manage offline customers, how to establish good customer relations with offline customers, and how to deal with offline customers' objections and complaints. The third is to guide the operation, and constantly discover the problems existing in the actual operation process of dealers and their salesmen, such as inadequate distribution, slow development of regional markets, and low efficiency of effective sales time. And put forward suggestions and opinions for improvement, so as to improve sales execution.

6, "do", that is, sales staff should have strong execution ability.

Many sales executives may have had this experience: subordinate salesmen clap their chests at the beginning of the month to assure you what sales targets will be achieved this month, and they also have a series of strategies and measures to achieve sales targets, but the sales plan is always frustrated at the end of each month. Why is there such a deviation? The salesman's execution is not high. Many salesmen are usually very idle at the beginning and middle of the month. At the end of the month, they are like ants on hot bricks, constantly urging dealers to report plans and pay back money. The distributor's distribution ability is not entirely determined by the distributor, but depends on how many terminal outlets he has and how many of these terminal outlets are effectively controllable. And all this needs salespeople to sink to the end day after day and year after year to understand it. Therefore, salesmen must have strong execution ability. How do salespeople improve their execution? First, the salesman should have clear goals, including annual sales target, monthly sales target and daily sales target; Second, the salesman should get into the habit of making plans, especially the daily work plan. In the evening, he should determine the sales plan for the next day, and plan when, how long, where to visit customers and what goals to achieve with customers. Third, the salesman should get into the habit of reviewing, return to his residence every day, briefly review and summarize the completion of the sales plan, the success or failure of sales, existing problems and matters that need the support of manufacturers, and write them in the sales diary; Fourth, salesmen should strengthen business training and study, and improve their sales skills, including customer negotiation ability, communication ability and time management ability.

The main task of a sales representative is sales. Without sales, products and enterprises have no hope. At the same time, the work of the sales representative is still expanding. Only sales are hopeless, because you are selling products or services. Only by constantly expanding the market can we establish a long-term market position, win a long-term market share, establish important intangible assets for the sales channels of enterprises, and win stable performance for ourselves.

As an excellent sales representative, what kind of mentality should you have?

First, sincerity

Attitude is the basic requirement to determine whether a person can do things successfully. As a salesperson, you must treat customers and colleagues with a sincere heart. Only in this way can others respect you and treat you as a friend. Business representatives are the image of enterprises, the embodiment of enterprise quality, and the hub connecting enterprises and society, consumers and distributors. Therefore, the attitude of business representatives directly affects the product sales of enterprises.

Second, confidence.

Self-confidence is a strength. First of all, we should have confidence in ourselves and encourage ourselves at the beginning of work every day. I am the best! I am the best! Self-confidence will make you more energetic. At the same time, believe in the company, believe that the company provides consumers with the best products, believe that the products you sell are the best of its kind, and believe that the company provides you with opportunities to realize your own value.

To be able to see the advantages of the company and its own products, and keep these in mind, to compete with competitors, we must have our own advantages and face customers and consumers with the belief of winning.

As a sales representative, you are not only selling goods, you are also selling yourself, and customers will only accept your goods if they accept you.

Joe, the creator of Guinness World Records, who is known as the king of automobile sales? Gillard once sold more than 1600 cars a year, with an average of nearly 5 cars a day. When he applied for a job as a car salesman, the boss asked him, have you ever promoted cars? He said, no, but I have sold daily necessities and electrical appliances. I can sell them, which means I can sell myself, and of course I can sell cars.

Knowing that there is no power, I also believe that there is power. Joe? Gillard can succeed because he is confident that he can do it.

Third, be a man with a conscience.

"Pay attention to everything and learn", cultivate the habit of thinking hard and be good at summing up sales experience. Review your work every day to see where you are doing well. Why? This is not good. Why? Ask yourself more why? Only by discovering the shortcomings in our work can we continuously improve our working methods, and only by improving our ability can we seize the opportunity.

Opportunities are equal for everyone. As long as you have the will, you will definitely become a leader in the industry. When Wang Yongqing, an entrepreneur in Taiwan Province, started his own rice shop, he recorded the time when customers bought rice every time, and remembered how many people were there in his family. In this way, he worked out how many days people can eat and distributed them to customers after eating. It is Wang Yongqing's carefulness that makes his career grow and develop.

As a sales representative, we should know every change of customers, try to grasp every detail, be a conscientious person, constantly improve ourselves and create a more wonderful life.

Fourth, toughness.

In fact, sales work is very hard, which requires the hard-working spirit and perseverance of business representatives. "You can win people's hearts only by eating once and gaining wisdom." Half of the sales work is done by feet. Always visit customers, coordinate customers, and even follow consumers to provide services. Sales work is by no means smooth sailing, and there will be many difficulties, but we must have the patience and indomitable spirit to solve them.

Before becoming famous, American star Stallone recommended himself to Hollywood studios one by one in order to be able to appear in movies. After he hit the wall 1500 times, finally a film company was willing to use him. Since then, he has embarked on the film industry, and with his perseverance, he has performed many tough guy images and become one of the most famous movie stars in Hollywood.

Do sales representatives have bigger problems every day than Stallone? number

Five, good psychological quality

Only with good psychological quality can we face setbacks and not be discouraged. Every customer has different backgrounds, different personalities and different ways of doing things. If you are hit, you should keep a calm mind, analyze customers more, constantly adjust your mind and improve your working methods, so that you can face all the blame. Only in this way can we overcome the difficulties. At the same time, don't be carried away by temporary success. You should know that "joy begets sorrow". Only in this way can we win without arrogance and lose with grace.

Sixth, communicative competence.

Everyone has strengths, and it is not necessary for every sales representative to be versatile and eloquent, but we must communicate with others more, cultivate our communication skills, and make as many friends as possible, so that there will be more opportunities. You know, more friends are the only way out. In addition, friends are also resources, you know, owning resources will not succeed, but making good use of resources will succeed.

Format of work plan:

1. The name of the plan. Including the name of the planning unit or group and the planning period, such as "XX School Youth League Committee 200 1 Work Plan".

2. The specific requirements of the plan. It generally includes the purpose and requirements of the work, the items and indicators of the work, the implementation steps and measures, etc. That is, why do it, how to do it, and to what extent.

3. Finally, write down the date of the plan.

(2) the content of the work plan. Generally speaking, it includes:

1. Situation analysis (basis of planning). Before making a plan, we should analyze the current situation of research work and fully understand what the next work is based on and what the plan is based on.

2. Work tasks and requirements (what to do). According to the needs and possibilities, the tasks to be completed and the work targets to be achieved in a certain period of time are stipulated.

3. Working methods, steps and measures (how to do it). After determining the task, we should determine the methods and steps of the work according to the subjective and objective conditions and take necessary measures to ensure the completion of the task.

(3) Steps that should be taken to make a good work plan:

1. Seriously study the relevant instructions from the superior. Understand the spirit and arm the mind.

2. Carefully analyze the specific situation of this unit, which is the basis and basis of planning.

3. According to the instructions of the superior and the actual situation of the unit, determine the working principles, tasks and requirements, and then determine the specific methods and measures of the work accordingly.

Determine the specific steps of the work. Close contact and put it into practice.

4. According to the possible deviations, shortcomings, obstacles and difficulties in the work, determine the methods and measures to overcome the budget, and avoid being passive when problems arise.

5. According to the needs of work tasks, organize and distribute power, and define the division of labor.

6. After the draft plan is made, it should be submitted to all staff for discussion. This plan should be completed by the masses. Only by correctly reflecting the demands of the masses can we become a place where everyone jumps back?

7. Further modify, supplement and improve the scheme in practice. Once the plan is formulated and formally adopted or approved, it must be resolutely implemented. In the process of implementation, it is often necessary to continue to supplement and modify it to make it more perfect and practical.