Communication skills training with customers The art of persuasive communication for absolute deals
Section I. The essence of selling.
The essence of sales is the transmission of value, which is to make the other party agree and be willing to buy the products or services we provide through communication and exchange. In the sales process, the importance of communication skills is self-evident, it can be said that mastering communication skills will master the way to sales success.
Section II. The essence of sales communication.
1. Positioning of communication.
Communication is not only the transmission of information, but also the exchange of emotions. In sales communication, we need to clarify the goal of communication, that is, to understand the needs and pain points of customers, and to establish a relationship of trust with customers.
Second, the three levels of sales communication.
We can divide communication into three levels: surface communication, intermediate communication, and deep communication.
First of all, superficial communication is the primary stage of communication, which mainly involves external manifestations such as language, words, and expressions. This kind of communication relies on specific things and behaviors, and is more direct and simple. Surface communication is the most common way of communication in our daily life, such as daily conversations, text message exchanges, etc. However, superficial communication often fails to reach the inner world of the other party, and sometimes misunderstandings and estrangements may occur.
Secondly, intermediate communication is an intermediate stage of communication, involving internal factors such as emotions, values, beliefs, etc. This kind of communication requires more understanding and respect, and is an exploration of the inner world of both parties. Intermediate communication often requires a certain amount of time and trust, such as the establishment of intimate relationships, the formation of confidants, etc. In intermediate communication, we need to pay attention to the emotional needs of the other party and respect the values and beliefs of the other party to achieve better communication.
Finally, deep communication is the advanced stage of communication that touches the heart, forms empathy, and builds trust. This kind of communication is not only a verbal exchange, but also a spiritual fit. Deep communication can often play an important role in critical moments, such as companionship in times of crisis, comfort in times of trauma. In deep communication, we need to be genuine, listening, caring, and empathetic, so that the other person can feel our love and support.
Third, the way of sales communication.
1.Listening: Listening is the foundation of communication, and understanding the needs and pain points of customers through listening.
2.Expression: Clearly, sincerely, and persuasively express one's own views and propositions.
3.Questioning: Ask questions smartly to guide customers to think and discover their needs.
4.Praise: Sincerely praise customers and enhance their self-confidence.
Fourth, the mentality in sales communication.
1.Confidence: A confident attitude makes it easier for customers to trust us.
2.Positive: A positive mindset makes us more optimistic about sales challenges.
3.Sincerity: Treat customers sincerely, so that customers feel our integrity.
4.Patience: Treat every customer patiently, and believe that there will always be a moment of transaction.
5. Listen effectively.
Listening is not just about listening, it is about understanding, accepting, and responding. Effective listening requires us to focus on the following:
1.Pay attention to the customer's emotions: understand the customer's feelings and empathize.
2.Confirm understanding: Repeat the customer's key information to make sure you understand it correctly.
3.Listen to the needs behind them: Dig into the real needs of customers and provide targeted solutions.
6. Questioning skills in sales communication.
1.Open-ended questioning: This type of questioning is designed to guide customers to think deeper and discover more about their needs. By using open-ended questions, salespeople can better understand the real thoughts and needs of customers, and provide a basis for subsequent solutions and product recommendations. For example: "What are your plans and expectations for the future?" Or, "What do you look for most when choosing this type of product?" And so on.
2.Closed questions: Closed questions are mainly used to confirm customer needs and improve communication efficiency. These types of questions often have clear answers, helping salespeople quickly understand the customer's needs and reduce communication time. For example: "Are you interested in our products?" Or, "Are you planning to buy in the near future?" And so on.
3.Hypothetical questioning: This type of questioning is designed to lead customers to imagine the benefits of a product or service and increase their purchase intent. By asking hypothetical questions, salespeople can spark the customer's imagination and make it easier for them to feel the value of a product or service. For example: "Imagine how our products can improve your life?" Or, "If you use our services, how do you feel it will have a positive impact on your work?" And so on.
4.Selective questioning: Selective questioning is about setting options for customers to guide them to make decisions. This type of questioning can help salespeople understand how customers perceive a particular problem and find the best solution among multiple options. For example: "Do you prefer to buy online or offline?" Or, "Would you rather prefer our product A or product B?" And so on.
7. How to praise others subtly.
1.Sincerity: Praise should be sincere, not exaggerated or excessive.
2.Be specific: Be specific with your compliments and point out the customer's strengths and characteristics.
3.Timely: Compliments are better when given at the right time.
4.Moderation: Compliments in moderation and avoid being too frequent or overly enthusiastic.
8. How to deal with objections.
First of all, we need to understand the objections of our customers and show respect. This means putting ourselves in the shoes of our customers and understanding their concerns and needs. When customers raise objections, they often have concerns about the product or service, which may be such as performance, safety, etc. Therefore, we will be sincere in the face of our customers' objections, showing concern and respect.
Next, we need to patiently listen to the customer's objections and understand the reasons behind them. During the listening process, be patient and don't interrupt the customer's words and let them speak freely. At the same time, we will maintain an objective and fair attitude and not resist the objections of our customers. By listening, we can understand our customers' specific needs and pain points and prepare for subsequent responses.
After understanding the customer's objections and the reasons behind them, we must give a reasonable response in a targeted manner. Be honest and sincere in your responses, speak with facts and figures, and resolve your customers' concerns. For example, for the first problem, we can introduce the cost performance and value of the product; For performance issues, we can introduce the features and benefits of the product in detail; For safety issues, we can emphasize the safety performance and safeguards of the product.
Finally, we want to turn objections into advantages of the product and increase the customer's willingness to buy. This step requires us to use certain communication skills to shift the customer's focus from the shortcomings of the product to the advantages of the product. For example, when a customer mentions a high product, we can highlight the savings of the product over the course of long-term use; When customers have doubts about the performance of the product, we can introduce the excellent performance of the product in practical applications. In this way, we turn objections into advantages for the product and increase the customer's willingness to buy.