Sales Psychology Training Course Psychology-based consultative selling techniques
I. Introduction. In today's competitive market environment, consultative selling skills have become a core competency for salespeople. Consultant selling techniques based on psychology combine the sales process with psychological principles to achieve effective communication and persuasion between salespeople and customers. This article will start from the aspects of communication psychology and consumer psychology to teach you how to understand customer psychology and how psychology can be applied in sales to improve your sales performance.
2. The application of communication psychology in sales.
1.Listening: Listening is the foundation of communication, by listening to the needs and problems of customers, so that customers feel your attention and respect. Salespeople should master listening skills, such as listening attentively, confirming understanding, and responding appropriately.
2.Empathy: Empathy refers to thinking from the customer's point of view and paying attention to the customer's needs and feelings. Salespeople should be empathetic in order to better understand the psychology of customers and develop targeted sales strategies.
3.Emotional resonance: Emotional resonance refers to making customers emotionally resonate by expressing empathy and care when communicating with customers. Salespeople should be good at discovering the emotional needs of customers and transmitting positive energy in communication to shorten the distance with customers.
3. The application of consumer psychology in sales.
1.Understand consumer purchase motivation: Consumer purchase motivation includes practical, aesthetic, economical, and safety aspects. Salespeople should understand the customer's motivation to buy and provide the customer with a solution that meets the needs.
2.Shaping product value: Salespeople should learn to tap the core value of the product, and make customers pay more attention to the advantages of the product through comparison, foil and other techniques.
3.Build customer trust: Salespeople should have professional knowledge and integrity to provide customers with sincere suggestions and solutions, so as to win the trust of customers.
Fourth, how to understand the psychology of customers.
1.Techniques for observing customer behavior.
1) Pay attention to details: In the process of communicating with customers, pay close attention to details such as customers' expressions, tones, and actions, so as to understand the real thoughts and needs of customers.
2) Listen to customers' opinions: listen carefully to customers' suggestions and opinions, and find out customers' needs and concerns.
3) Analyze customer behavior: Conduct in-depth data analysis based on data such as customers' consumption records and purchase behaviors to reveal the psychological state of customers.
2.Methods for analyzing the psychological state of the customer.
1) Customer portrait: By collecting data such as basic information, consumption habits, interests and hobbies of customers, we can build customer portraits and gain an in-depth understanding of customer needs and characteristics.
2) Sentiment analysis: use natural language processing technology to analyze the customer's speech and judge the customer's emotion and satisfaction.
3) Demand**: Based on historical data and customer behavior, use machine learning algorithms to meet customer needs in order to prepare in advance.
2.Ask and listen: Through asking and listening, understand the needs and pain points of customers, and then speculate on the psychology of customers.
3.Analyze customer needs: Analyze customer needs and expectations based on factors such as the customer's industry, enterprise size, and personal background.
5. The application of psychology in sales.
1.Guide customers: Salespeople should be good at using psychological skills, such as questioning, listening, empathy, etc., to guide customers to follow their own ideas and achieve sales goals.
2.Convince customers: Salespeople should master persuasion skills, such as using the principles of authority, conformity, and scarcity, to guide customers to recognize the value of the product.
6. The Psychological Principles of a Successful Opening Statement.
1.Praise: Praise customers, make customers feel valued and recognized, and lay a good foundation for follow-up communication.
2.Greetings: Build relationships with customers, find common topics, and get closer to each other.
3.Questioning: Through asking questions, understand customer needs and provide direction for follow-up communication.
7. Analysis and investigation of customer needs.
1.Customer portrait: Collect customer related information, such as: age, gender, occupation, hobbies, etc., draw customer portraits, and understand customer needs.
2.Market research: understand industry development trends, competitors, changes in customer needs, etc., and provide data support for sales strategies.
8. How to deal with different customers.
1. Dealing with procrastination customers:
1.Take a proactive attitude: When dealing with procrastinating customers, we need to show confidence and enthusiasm to make them feel our sincerity and desire to cooperate. Use positive language and mindset to guide them and make them aware of the value and urgency of cooperation.
2.Be clear about your willingness to work together: When communicating with procrastinating customers, be clear about our willingness to work together and let them know that we are confident in our partnership. At the same time, we need to demonstrate our professionalism and convince them that we are a trustworthy partner.
3.Guide customers into the sales process: To prevent procrastinating customers from procrastinating all the time, we need to proactively guide them into the sales process. They can see the progress and prospects of cooperation by proposing specific cooperation plans, clear timetables and milestones.
2. Dealing with picky customers:
1.Be patient: When dealing with discerning customers, we need to be patient and respect their opinions and needs. When we encounter critical customers, we must maintain a calm mind, listen carefully to their ideas, and do not resist because of their pickiness.
2.Focus on customer needs: Deeply understand the needs of discerning customers so that we can provide targeted solutions. We can meet their expectations by asking, observing, and analyzing to find out what they really need.
3.Provide targeted solutions: We provide targeted solutions for the needs of discerning customers. This requires us to make improvements in our products or services to meet their specific needs. At the same time, we should show them our improvement measures and let them see our sincerity and efforts.
3. Dealing with authoritative customers:
1.Respect customer status: Authority customers tend to have a high status and influence, so show respect and respect when dealing with them. We want to recognise their expertise and experience and make them feel respected.
2.Demonstrate professionalism: When communicating with authoritative clients, we need to demonstrate our professionalism and competence so that they can trust our professionalism. This includes understanding the industry, having professional knowledge, and having good communication skills.
3.Make reasonable suggestions and solutions: Authoritative customers tend to focus on the rationality of things, so make sure that they are reasonable when making recommendations and solutions to them. We can analyze the market, understand the competitors, evaluate our own advantages, and come up with competitive solutions, so that they can see the value of cooperation.
9. Introduce the competitive advantage (FABE) of the product
1.Features: Describe the unique functions and features of the product to attract customer attention.
2.Advantages: Analyze the advantages of the product, such as: high efficiency, convenience, peace of mind, etc., and show the value of the product.
3.Benefits: Illustrate the practical benefits that the product can bring to the customer with a practical example.
4.Evidence: Provide authoritative data, customer reviews and other supporting materials to enhance the persuasiveness of the product.
10. Customer psychological analysis and objection handling.
1.Identify the types of objections: Understand the objections raised by customers and analyze the psychological reasons behind them.
2.Coping strategies: Adopt corresponding coping strategies for different types of objections, such as: rebuttal, compensation, compromise, etc.
Ten. 1. Tactics for Obtaining Commitments.
1.Set clear goals: Clarify the goals of cooperation with customers to provide a basis for follow-up.
2.Make a plan: According to the customer's needs, make a reasonable schedule and execution plan.
3.Follow-up and supervision: In the sales process, continue to follow up customer needs to ensure that customers execute according to the plan.
Ten. 2. Customer negotiation skills.
1.Grasp the rhythm of negotiation: Master the rhythm of negotiation and guide customers into a negotiation atmosphere that is beneficial to them.
2.Good at compromise: In the negotiation process, compromise at the right time to reach a mutually satisfactory cooperation agreement.
3.Good at summarizing: After the negotiation, summarize the lessons and lessons learned, and continuously improve the negotiation ability.