The Coca-Cola Company surveyed customers and asked them to list the 10 most important qualities that a good salesperson should have.
At the top of the list is to have a complete product knowledge.
So what are the specific aspects of having complete product knowledge?
(1) Elements of the product
The elements of the product are as follows: product name, physical characteristics (including texture, specification, material, color and packaging), performance, scientific and technological content, sales system and settlement system, product series and model, etc.
(2) The value orientation of the product
The value orientation of a product refers to the value that a product can bring to customers. The factors that constitute the use value of a product are as follows:
1. Product name.
A good product name can catch the customer's eye and give the customer a pleasing feeling. Most customers learn that the name of the product is expressed through a salesperson. Although the salesperson cannot choose the name of the product, how to show its own advantages and affinity with the name of the product through the mouth of the salesperson is the sales skill.
2. The image of the product.
Among the many products, the image and market share of the product are in a favorable position. This is an important factor that motivates customers to buy. That is to say, it is often said that the brand of building products is made.
3. Efficacy ratio.
The difference in efficacy (or otherwise) of the product, which is the direct reason why the customer buys. If the mobile phone is equipped with a camera function, it can shoot high-definition images.
4. Performance ratio.
The performance of the product can be determined by the performance parameters of the product manual. **Performance ratio is the basis for the customer's purchase.
5. Service. When it comes to service, most people will think that it is after-sales service, but in fact, service refers to the confidence and convenience brought to customers in the whole sales process, so that customers can get a kind of enjoyment in the process of purchasing, rather than a simple transaction. Of course, after-sales service cannot be ignored.
In short, the fundamental behavior of customers to buy products is determined by the comprehensive orientation of product value. And not because.
One or two aspects.
Different customers have different purchase motives, and the real factor that determines the customer's purchase is the benefit value orientation that the product brings to the customer. Customers will only buy this product if one or more aspects of the comprehensive value can meet the needs of the customer.
(3) Competition of similar products
We can do a comprehensive comparative analysis of similar products.
The content of the comparison includes: materials, specifications, colors and packaging, functions, payment methods, services, brands, market share, customer satisfaction, etc.
In order to further gain the trust of customers, salespeople can't just say how good the product is, but also can't come up with trustworthy proof.
When communicating with customers, you can show customers the guarantee of the product, such as the product has applied for a national patent and won a national honor. You can also show the customer the sales of the product, put the signed orders and the user's signature copy in the file folder, and you can also collect the customer's testimonial and speak with a lot of facts, which is much better than the effect of mouthful.
The customer expects the salesperson to provide a full set of knowledge and information about the product, so is it OK for the salesperson to tell the customer everything he knows?
Such a list of the characteristics of the products is obviously wrong.
Salespeople should learn to grasp the characteristics of the product and highlight the key points when introducing them, which is commonly referred to as the selling point. This selling point must be the merits of the product itself that will attract the attention of customers.
Because some customers simply don't have time to listen to the salesperson's long introduction of the product, the clichéd explanation will not only fail to attract customers, but will make customers disgusted and rejected by customers. Only by fully grasping the selling point of the product can it quickly arouse the interest of customers.
With market competition, sales staff can work more energetically and reflect the value of sales.
To make a sale, you must first understand the product.
This is the first and important first step in making a sale.
Hurry up and check whether your product knowledge is complete