Click the image for details In an era where information is increasingly transparent, products are increasingly homogeneous, and sales are increasingly weak, it is more necessary for our sales personnel to hold a mindset of genuinely helping customers and proactively providing services. We have seen too many internet companies decline, and former industry giants have fallen from their pedestals; relying on hype will not get you far. The core of sales is still to gain insight into and understand customers, helping them solve problems. Therefore, sales personnel, please do not make sales so utilitarian! 1. Helping Customers with a Purpose When I go to a gas station to refuel, because I have a fuel card, I always park, turn off the engine, insert the card, lift the nozzle, refuel, and leave. No staff member comes to greet you. If you are a novice and don't know how to operate, unless you loudly call for help, few will proactively come over. But this time was different. As soon as the car stopped, a staff member in a yellow vest walked over with a smile and asked, "Cash or fuel card?" He took the card I handed him, inserted it into the slot, and said enthusiastically, "Sir, you need to enter your password!" While I was entering the password, he didn't idle; he proactively walked to the back of the car and opened the fuel tank cap for me. This enthusiastic service made me feel flattered; it seemed the gas station's service had improved a lot! During the few minutes of refueling, this staff member ran to the exhaust pipe of my car, wiped it with two fingers, and then showed me his blackened fingers, saying, "Sir, your car needs fuel additive; look how black the exhaust pipe is." Only then did I realize that all his previous actions were just groundwork; his real purpose was to sell me fuel additive. Those who have read Lao Li's article "Rereading Influence" should remember the application of the six principles of influence, especially the first principle: reciprocity. To quickly win others' trust and favor, give them some benefit first, and they will naturally like you. To take, you must first give; a drop of kindness will be repaid with a spring. Because I know this principle of influence, although it seemed the salesperson did me a small favor, and not buying his fuel additive would cause a slight unease, I still resolutely refused. But when I drove onto the street and waited at a red light, I thought: how many customers can calmly refuse him? Further, even if a customer bought his fuel additive under pressure, the customer would definitely feel quite uncomfortable. I estimate it would be a one-time deal, with no repeat customers. Worse, if the customer dislikes this sales approach and doesn't come to this gas station next time, wouldn't that be a case of losing a lot for a little? Sales personnel in the maternal and infant industry provide free parenting lectures to expectant mothers; sales personnel in the home improvement and building materials industry provide free house inspection and decoration design for customers' new homes. When we do these things, are we genuinely helping customers, or are we trying to win their favor through such actions so that customers feel guilty if they don't buy from us? Of course, Lao Li never denies that part of the reason for doing these things is to win customer favor and establish good customer relations for the next step of sales advancement. The fear is that our utilitarianism is too strong; once customers don't buy from us, we immediately turn hostile. Not having a sincere heart for customer service is a manifestation of overly utilitarian sales. 2. Forcing Customers to Give Positive Reviews If you go to a restaurant and the food tastes really average and not to your liking, after you finish your meal, the waiter stands beside you with a smile and asks, "Sir, how do you find our dishes? Do they suit your taste?" How would you answer? 1. It's too bad; I won't come again. 2. Overall it's not bad, but the tomato and egg stir-fry is a bit salty. 3. It's okay, the taste is acceptable. I think few would choose answer 1, because with the waiter standing in front of you with a warm and expectant look, can you directly hurt them? If you choose 2 or 3, what happens? A skilled salesperson will follow up, "Then you'll come again next time, right?" When service staff ask for our opinions face-to-face, we rarely give negative feedback because we feel it would hurt others and make them unhappy. It is precisely because of insight into human weaknesses that many salespeople ask customers for feedback face-to-face. In fact, customers may have negative reviews in their hearts, but under pressure, they give a positive review. Once, I went to Lu'an, Anhui for training. At around 11 p.m., I ordered takeout. When the delivery arrived, the delivery guy specifically emphasized, "Sir, you must give me a good review, because if you give me a bad review, my day's work is in vain." About three minutes after he left, he sent me a text message specifically asking me to give him a good review. Actually, he delivered on time and his service was adequate, but because he repeatedly asked for a good review, I felt quite annoyed. Moreover, if he hadn't repeatedly mentioned it, I would likely have given him a positive review directly on the system as usual. But this time, after his repeated reminders, I actually started to think: what did he do that deserves a good review? Has your service moved the customer? Giving a good or bad review is the customer's right. If my overall purchase experience was quite bad, and you repeatedly beg or even threaten me to give a good review, how would the customer feel? Even if I give a good review under pressure this time, will they come back to buy from you next time? Instead of asking for good reviews, it's better to sincerely improve your sales and service level. No matter when, customer word-of-mouth is the most important brand asset, and word-of-mouth relies on the accumulation of time and our real skills. There are many other overly utilitarian behaviors, such as salespeople treating customers differently based on appearance, liking to attack competitors, and showing excessive enthusiasm to customers with purchase intent. When we do sales with a mindset of quick success and instant benefit, many customers can sense our purpose. Customers will either feel dissatisfied or guilty; in short, it's hard to give customers a pleasant purchase experience. Even if a deal is closed this time, there will definitely be no next sales opportunity. Therefore, when doing sales, we should be more sincere and less routine. -END-