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【Sales are profit; everything else is cost! Read, learn, and comprehend together. If you are currently building a sales team, you must read this, and read it several times! Preferably read it aloud alone, and think while reading!】

Part 1: Sales Log

1. What are you selling during the sales process? Answer: Yourself

  1. Joe Girard, the world's top car salesman, said, "I'm not selling my Chevrolet; I'm selling myself."
  2. Before selling any product, you first sell yourself.
  3. There is an important bridge between the product and the customer: the salesperson themselves.
  4. In face-to-face sales, if the customer doesn't accept you as a person, will they give you the opportunity to introduce your product?
  5. No matter how you introduce your company as first-class, your product as first-class, and your service as first-class, if the customer sees you and thinks you look fifth-class, and hears you speak like an amateur, generally, they won't want to continue talking. Will your performance be good?
  6. You need to make yourself look like a good product.
  7. Dress for success, dress for victory. Investment in appearance is the most important investment for a salesperson.

2. What are you selling during the sales process? Answer: Concept.

  1. Is it easier to sell what you want to sell, or what the customer wants to buy?
  2. Is it easier to change the customer's concept, or to cooperate with their concept?
  3. So, before pitching your product, first find out their concept, then cooperate with it.
  4. If the customer's buying concept conflicts with the concept of your product or service, change the customer's concept first, then sell.
  5. The customer pays for what they want to buy, not you; our job is to assist the customer in buying what they think is most suitable.

3. What is the customer buying during the transaction? Answer: Feeling

  1. Whether people buy something is usually dominated by a decisive force: feeling.
  2. Feeling is an invisible, intangible key factor influencing behavior.
  3. It is a complex interaction between people and between people and the environment.
  4. If you see a high-quality suit with good price, style, and fabric, and you are satisfied, but the salesperson doesn't respect you during the conversation, making you uncomfortable, would you buy it? If the same suit were on a stall next to a butcher in the market, would you buy it? No, because your feeling is wrong.
  5. Company, product, people, environment, language, tone, and body language all affect the customer's feeling.
  6. If you can create a good feeling for the customer throughout the sales process, you have found the "key" to opening the customer's wallet.

4. What are you selling during the transaction? Answer: Benefits Benefits are what can bring happiness and interests to the other party, and help them reduce or avoid trouble and pain.

  1. Customers never buy because of the product itself; they buy the benefits the product or service can bring them.
  2. Second-rate salespeople sell products (ingredients); first-rate salespeople sell results (benefits).
  3. For customers, they only buy when they understand what benefits the product will bring and what troubles it will avoid. So, first-rate salespeople don't focus on what benefits they can get, but on what benefits the customer will get.
  4. When customers get real benefits through our products or services, they will put money in our pockets and even say thank you!

5. What is the customer thinking during face-to-face sales? Answer: The six eternal questions in the customer's mind.

  1. Who are you?
  2. What do you want to talk to me about?
  3. What benefits does what you talk about have for me?
  4. How can you prove what you say is true?
  5. Why should I buy from you?
  6. Why should I buy from you now? Customers may not ask these six questions, but they think about them subconsciously. For example: The moment a customer sees you, their feeling is: I haven't seen this person before, why is he smiling and walking toward me? Subconsciously, they think, who is this person? When you approach and start speaking, they think, what does he want to talk to me about? When you speak, they think, what benefit is this to me? If there's no benefit, they won't want to listen further, because everyone's time is limited, and they will choose to do things that benefit them. When they think your product is indeed beneficial, they will think, are you deceiving me? How can you prove what you say is true? When you can prove the benefits are real, they will think, this product is good, but is there something better elsewhere, or cheaper? When you can give them enough information to understand that buying from you is the best deal, they will think, can I buy tomorrow, next month, or next year? So, you must give them enough reasons to know the benefits of buying now and the losses of not buying now. Therefore, before visiting your customer, put yourself in the customer's shoes, ask these questions, answer them, design your answers, and give enough reasons, and the customer will buy what they think is best and most suitable for them.

6. How to compare with competitors?

  1. Don't disparage competitors. If you disparage competitors, the customer may have some connection with them, such as currently using their product, a friend using it, or thinking their product is good. Disparaging them is like saying the customer has no judgment or is making a mistake, which will immediately cause resentment. Never casually disparage your competitors, especially if their market share or sales are good, because if they weren't doing well, how could they be your competitor? Unrealistically disparaging competitors only makes customers think you are untrustworthy. If you always say bad things about competitors, customers will think you lack confidence or have quality issues.
  2. Objectively compare your three major strengths with the competitor's three major weaknesses. As the saying goes, compare goods from three shops. Any product has its own advantages and disadvantages. When introducing your product, cite your three strengths and compare them with the competitor's three weaknesses. Even if the products are of the same grade, an objective comparison will immediately show the difference.
  3. Emphasize unique selling points. Unique selling points are advantages that only we have and competitors don't. Just as everyone has a unique personality, any product has its own unique selling points. Highlighting and emphasizing these unique selling points during product introduction can increase the chances of sales success.

7. Service is after the deal, but it affects the next deal and referrals. How can you make your after-sales service satisfy customers? Answer: Your service should move customers. Service = Care. Care is service. Some may say salespeople's care is fake and purposeful. If they are willing to care for you purposefully for a lifetime, would you be willing?

  1. Three types of service that move customers:
  • Proactively help customers expand their business: No one likes to be sold to, but no one refuses help in expanding their business.
  • Sincerely care for customers and their families: No one likes to be sold to, and few refuse care for themselves and their families.
  • Provide service unrelated to the product: If your service is related to the product, customers think it's expected. If it's unrelated, they think you truly care, which is more likely to move them. Moving customers is the most effective.
  1. Three levels of service:
  • In-scope service: What you and your company should do, done well, customers think you and your company are okay.
  • Edge service (optional): You also do it, customers think you and your company are good.
  • Service unrelated to sales: You do it all, customers think you and your company are not just business partners but also friends. This kind of personal relationship competitors can't steal. Isn't that the result you want?
  1. Important beliefs about service:
  • I am a service provider. The quality of my service is directly proportional to my life quality and personal achievement. If you don't care for customers well, your competitors will gladly do it.

Part 2: Telephone Marketing According to statistics, 80% of marketing companies, 80% of salespeople spend 80% of their time on telephone marketing, but only 20% become phone experts. Flowchart: Appointment → Market research → Find customers → Serve old customers → Clear goals, the feeling I want to give customers → The feeling I don't have time for customers → The help my call brings to customers → Customer objections to my call → We need solutions and backup plans → How I speak and serve, customers will buy from me → Referrals.

1. Preparation for calls.

  1. Emotional preparation (peak state)
  2. Image preparation (smile in the mirror)
  3. Voice preparation: (clear/pleasant/standard)
  4. Tool preparation: (three-color pens black, blue, red; 14-open notebook/white paper/pencil; fax, sticky notes, calculator). Successful sales start from small details. Customers see our work style from details. Repeating simple things is key to successful sales.

2. Five details and points for calling:

  1. Listen with ears, listen to details; speak with mouth, communicate and repeat; write with hands, note key points (record call time, date, and content).
  2. Concentrate call times, similar calls at similar times, important calls at agreed times, communication calls not exceeding 8 minutes.
  3. Stand up while calling; standing is persuasive. Use body language to participate, subconscious learning.
  4. Listen well: be fully focused on the current call (understand feedback, suggestions, and complaints).
  5. Don't interrupt customers; respond sincerely, enthusiastically, and positively.

3. Three principles of telephone marketing: loud, excited, persistent.

4. Core concepts of marketing: Love yourself, love the company, love the product.

  1. Every incoming call is a call with money.
  2. The phone is our company's public image spokesperson.
  3. To make good calls, first have strong self-confidence.
  4. Before making good calls, praise the customer; phone communication is a mirror of yourself.
  5. Telephone marketing is a transfer of confidence and emotion; can it infect the other party?
  6. Telephone marketing is a psychological game; voice should be clear, friendly, insightful, and match the other party's frequency.
  7. No one rejects me; so-called rejection is just that they don't understand enough, or my call timing or attitude could be better.
  8. The person on the phone is my friend, because I help them grow, help their business profit, so I call them.
  9. The quality of advertising depends on the quality of business phone answering and communication; the value of all incoming calls is ten to one compared to outgoing calls.
  10. Introduce the product, shape its value: use data, people, time, stories, and express it emotionally to prove the product's value.

5. Eight methods to build rapport on the phone:

  1. Praise principle.
  2. Language and text synchronization.
  3. Repeat what the customer says.
  4. Use the customer's catchphrases.
  5. Emotional synchronization, belief synchronization: unity structure: I agree with your opinion, turn all "but" into "at the same time."
  6. Tone and speed synchronization: use the other party's representation system based on visual, auditory, or feeling types.
  7. Physiological state synchronization (breathing, expression, posture, movements—mirror response).
  8. Humor.

6. Six questions to design our script:

  1. Who am I?
  2. What do I want to talk to the customer about?
  3. What benefits does what I talk about have for the customer?
  4. What proof do I have that what I say is true and correct?
  5. Why should the customer buy?
  6. Why should the customer buy now?

7. Professional terms vs. habitual terms in marketing: Habitual: What's your name? Professional: May I know your name, please? Habitual: Your problem is really serious. Professional: This time is better than last time. Habitual: The problem is that product is sold out. Professional: Due to high demand, we are temporarily out of stock. Habitual: You don't need to worry about it breaking again after this repair. Professional: You can use it with confidence after this repair. Habitual: You're wrong, it's not like that! Professional: I'm sorry I didn't explain clearly, but I think it operates a bit differently. Habitual: Attention, you must finish this today! Professional: I would appreciate it if you could complete it today. Habitual: You didn't understand, listen carefully this time. Professional: Maybe I didn't explain clearly enough; please allow me to explain again. Habitual: I don't want you to repeat the same mistake. Professional: I am confident this time that this problem won't happen again.

Part 3: Service Marketing Service has three stages: pre-sale, during sale, and after-sale. Pre-sale service > After-sale service. Four levels of service: basic service, desired service, value-for-money service, and irreplaceable service. Purpose of service: Turn strangers into friends; turn one-time consumption into continuous and more consumption. Definition of service: Always pay attention to the needs and desires of everyone around, and quickly meet them.

1. What is a customer?

  1. Customers are the life of our business.
  2. Customers are the source of wealth creation.
  3. The foundation of business survival.
  4. The guarantee of clothing, food, housing, and transportation.

2. Importance of service:

  1. Service increases enterprise value.
  2. Quality service has economic significance.
  3. Intensified market competition (in the micro-profit era, high-quality service determines customer orientation).

3. Service beliefs: Service is sales; sales is service; service is the means, sales is the goal: a. If you don't care for customers well, your competitors will gladly do it. b. I am a service provider; the quality of my service is proportional to my life quality and personal achievement. c. Today's harvest is the result of my past; if I want to increase tomorrow's income, I must increase today's efforts. d. Maintaining old customers takes 1/6 of the time of developing new customers; customers understand because of need, and decide because of service. e. There are no unserviceable customers, only people who don't know how to serve. "Attack the heart first." f. All industries are about service and interpersonal relationships.

4. Three ways to move customers with heartfelt service:

  1. Proactively help customers expand their business: No one refuses help in expanding their business.
  2. Provide service unrelated to the product: Turn regular customers into loyal customers, into friends, lifelong friends (moving service).
  3. Sincerely care for customers and their families: (Because no one refuses care) and turn customers into business partners.

5. Sales follow-up SMS service principles:

  1. Use tools well (mobile phones, business phones, company computer SMS platforms).
  2. Send in groups, categorize, personally compose important messages, and rewrite forwarded messages.
  3. Send targeted messages based on time, place, and person; send special days one day in advance.
  4. Be thoughtful: personalized, vivid, differentiated, so customers remember you at once.
  5. Write emotionally, send rationally; send messages to new friends within 24 hours.
  6. Backup messages: a. 20 growth encouragement messages; b. 20 blessings and prayers; c. 10 customer service after-sales messages (more valuable to the company).

6. Five benefits of service:

  1. Increase customer satisfaction.
  2. Increase customer return rate.
  3. Better understand customers' past and present needs.
  4. Interpersonal relationships transform from quantity to quality.
  5. Have more business opportunities.

7. Seven steps to overcome objections:

  1. Determine if the person is the decision-maker.
  2. Listen patiently to the entire objection.
  3. First acknowledge the customer's objection.
  4. Distinguish between real and fake objections.
  5. Lock onto the customer's objection.
  6. Get the customer's commitment.
  7. Resolve the customer's objection.

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