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Bringing Customers into Familiar Scenarios

Remember the story of quenching thirst by thinking of plums? It's a classic example of scenario application.

In sales, a scenario refers to the actual situation of the customer's work or life. The scenario-based introduction method means discussing the product introduction in combination with the customer's actual work scenario.

There are two reasons for doing this:

  1. Customers are familiar with their own scenarios. When you bring customers into a scenario, they will have a deeper understanding of how your product or solution can help their work, and they will be more likely to accept it.
  2. The improved scenario, which we call a vision, is the driving force for purchase. A core driver for customers to buy something is their aspiration for the vision. "When the soldiers heard this, their mouths watered, and they were able to reach the front source"—this is the driving force of the vision in the story of quenching thirst by thinking of plums. This shows how powerful a vision can be.

Let's take selling a car as an example to introduce in detail how this technique is applied.

The car feature we want to introduce is called ESP. Its standard definition is: When the driver operates the car beyond the limit, the computer automatically intervenes to correct the wheel trajectory, ensuring vehicle safety.

If you directly introduce the standard function of ESP to the customer, I think nine out of ten customers will be confused. When I bought my car, the salesperson introduced it to me according to the standard definition for 20 minutes, and I still didn't understand what ESP was for, but I knew I had to spend an extra 10,000 yuan.

According to the scenario-based introduction method, how should it be introduced?

Step 1: Preparation Start with a specific feature of your product, then describe a scenario that potential customers might encounter where they need this feature. Then conceive some questions that help the salesperson determine whether the customer might need or use it.

Before introducing the application scenario, you should ask the customer questions or discuss with them.

For example, through the function of ESP, you first need to imagine in what scenario the customer would use it. The answer is when the wheels are out of control. When are they likely to be out of control? The answer is on rainy or snowy days.

Now, imagine the scenario of a rainy or snowy day and start conceiving questions. For example: On rainy or snowy days, when you drive, do you encounter situations where the wheels slip? In such situations, how do you usually handle it? What would happen if you handled it improperly?

After conceiving, ask these questions to the customer or discuss them together, trying to bring the customer into a scenario first. After the discussion, move to step 2.

Step 2: Scenario Introduction When introducing the scenario, there are four core elements:

  1. Event: Under what circumstances does the customer use it? For example, what difficulties they encounter, or when they do something that requires this feature.
  2. Measure: How the feature is used to handle specific needs. Describe how the feature is used in terms that the customer can understand and that are relevant to their position. This of course requires you to understand the customer's needs.
  3. Role: Who will take action to respond to the event. The role here does not refer to the customer, but to the person or system that takes measures.
  4. Question: Invite the potential customer to participate in a value conversation by asking rather than telling. Asking can promote purchase. If the salesperson tells unilaterally, the customer feels you are 'selling'.

Still using ESP as an example, your scenario introduction might be: "If you drive to the airport on a heavy snowy day, and the road is covered with snow, your wheels often slip on the icy road (event). If the car's computer system (role) activates the ESP function at this time, it can automatically correct the direction of the wheels at any time, keeping the car within your control (measure). Do you think this can improve the safety of the car and help you drive safely in all weather conditions (question)?"

3 Key Points The above sentence seems easy, but when you actually do it, you will find that it requires preparation and design in advance. There are 3 key points in this sentence:

  1. You must clearly know in what scenario the customer uses your product's function. This seems easy, but it is not, because it requires the salesperson to understand the customer's business, understand their own product, and be able to establish a link;
  2. Do not state, but ask. The reason is in the second principle above;
  3. Think clearly about the benefits brought to the customer.

Everyone might think that saying such a long sentence is too verbose and awkward. Indeed, in actual application, you don't need to do it step by step. Just remember the logic, and you don't have to state it word for word. Even a discussion is fine.

For example, you can first ask: "When you drive on snowy days and encounter slipping, how do you usually handle it? If the car automatically corrects the wheel direction for you, can it help you? If it can correct 100 times per second, wouldn't you not worry about rolling over?" Similar words can be said separately.

Learning skills is like this: remember the logic, but don't stick to the procedure. The salesperson who introduced ESP to me was a model in this regard. Seeing that I couldn't understand his introduction no matter what, he didn't say a word and directly pulled me into his car. Then he drove, making sharp turns on the track. After a few spins, he asked me if I understood. I was almost vomiting and quickly said, "I understand, I understand!" If I didn't understand, I would have been buried in his car.

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