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Today, when I was waiting for the bus at the long-distance station, I saw a seller selling a successful use of 3 sentences to sell 12 newspapers in 3 minutes. I feel that his sales skills may be inspiring to friends who are engaged in sales work. It is worthwhile here. Share it with everyone.
At 11:52, most of the passengers have already placed their luggage. They are all sitting in the car and waiting for the station's inspectors to get on the train for a later inspection. They can leave and leave the car for 3 minutes. At this time, a middle-aged man came up, and his appearance was neat and tidy. He held about 30 copies of the newspaper----I looked at it carefully. He only had one kind of newspaper in his hand: "Jiangnan Times". He got on the bus and started selling. The first sentence is: "Look at the Jiangnan Times, Jiangnan, Suzhou News knows all, 1 yuan, 12 24 versions."
Comment 1: The products sold; here, the newspaper seller only brought a newspaper to sell, consciously planned the product, in this occasion and environment, limit and guide the customer's demand than to meet the customer's needs. More important; choosing the products that you sell is actually choosing your own target customers; providing only certain products to meet the needs of the customers, increasing the speed and quantity of the transactions, but also reducing the risk of investment and weakening Inventory risk, input-output ratio has also increased significantly. In fact, this is also true in the business process. Who are our target customers? What products and services do we offer them? There are many companies that choose to meet all the needs of all customers as much as possible, or to meet all the needs of the target customers, but do not take into account the effects of specific product input and output, blindly new products, the benefits of new products and There is no correct assessment system and method for risk! The customer has more choices, and the cost and risk of the transaction have also gone up! The profitability of the unit product is also reduced, and at the same time causing unnecessary loss and waste to the enterprise, the long tail is not applicable anywhere.
Comment 2: The location of the sale is timely; after determining the product and the target customer, the hawker chooses the way of mobile sales, to the place where it is easier to make purchasing decisions, turn the disadvantage of time into advantage, and use the rush and information of decision time. The asymmetry quickly reached a deal; compared to traditional kiosks, hawker products did not allow customers to choose, but hawkers effectively used sales venues and potential statements of interest to quickly increase their sales. And we all know that newspapers selling 5 hairs outside the newsstand can sell 1 yuan here. The gross profit brought by the single product is far higher than the gross profit of the unit product sales of the kiosk. The choice of sales location and sales opportunity can create higher than the general. Additional (monopoly) profits of profits. For enterprises, the way to sell and sell is from the selected marketing model, and the channel model is the core of the marketing model. Usually the innovation of the channel means the innovation of the model, thus forming its own competitive advantage and characteristics.
The second sentence of the hawker on the train: "The working girl was raped by the boss, the victim was retaliated by the police and was killed; the road took a car accident...."
Comment 3: The hawker uses his humorous language and vocal sales expression to quickly narrow the distance with customers, and use people's curiosity to explain the theme of some attractive gossip news in his newspaper. The hawker is very Know what your newspaper can offer customers (selling points) - not professional or rigorous scientific masterpieces, but gossip news for people to play, the news of the time of the car, and know the needs of their target customers (buy points) What – to spend and spend time on the car; therefore, after knowing their customer needs and their product characteristics, how to trigger their potential needs and stimulate them to close the deal? We analyze that if the customers in the car do not buy newspapers, they can determine that they have no real consumer demand, and it is important here to stimulate them to form demand and reach a deal in a short time. In the sales process of enterprises, satisfying the real needs and creating needs are two different concepts. The market and the profits generated by creating new demands are amazing. Therefore, the analysis of consumer psychology of target customers is very important, which is the key starting ring in the entire value chain and the core of the business model. However, in the actual operation process, we often gradually deviate from our original positioning and core. And effectively disseminating and promoting our selling points, we need to target the needs of customers or the points of interest we create.
The third sentence of the hawker on the train: "There is more news and less money, please prepare the change." After two sips, the passengers in the car took out their own change purchases. I counted a few times. At least 12 people paid for the newspaper. In such a short three minutes, at least three sentences were used. After selling 12 newspapers, I got a profit that far exceeded the sales of the kiosk, and the hawker got off the bus and stepped into another long-distance bus that was about to leave...
Comment 4: In the process of doing sales, how to grasp the foot of the door? If it fails, it will be reverberated, but it will be abandoned. Therefore, once again ingeniously impressed the purchase of the next string: "more news, less before spending" image of the benefits brought by 1 yuan again, to add some fire for some hesitant purchases At the same time, "please prepare for change" also indicates that the time is short, the car is about to leave, and if you do not act, you will lose the opportunity.
Although this is a sales case that occurred in a specific environment, it can be seen from this case that successful sales are not only a model victory, but also a sales skill victory! It also requires us to consider from the value chain and even the customer psychology! In the execution of sales, we can not only see the surface of the purchase behavior, but should pay more attention to the essence of sales, so as to achieve the goal more effectively. Although this case is very life-oriented, life is marketing!
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