When fishing, if you want to catch fish, you must think like a fish, not like a fisherman. What does the fish like to eat, and when does it eat? The more you know about the fish, the better you will be at fishing. For example, customers buy hats for different reasons: some for beauty, some for warmth, some to block the sun, some to avoid wind and cold, prevent headaches, or because they are not convenient to go out due to thinning hair. The more you listen to customers and their purchasing needs, the more sales you will close. Everyone has heard the "Story of Selling Plums": An old lady went to buy plums. The shopkeeper saw business and immediately greeted her, saying, "Ma'am, buying plums? Look at my plums, they are big and sweet, and just arrived, very fresh!" Unexpectedly, the old lady turned and left upon hearing this. The second shop: "Here we have both sour and sweet plums. Do you want sour or sweet?" "I want a pound of sour plums." At the third shop, the same scene as the second shop occurred the day before; but the third shopkeeper, while weighing the sour plums, chatted, "Most people who buy plums here prefer sweet ones, but why do you want sour ones?" (Exploring needs analysis) "Oh, my daughter-in-law is pregnant recently, and she especially likes sour plums." "Oh! Congratulations on soon having a grandchild! Having such a caring mother-in-law is a great blessing for your daughter-in-law!" (Complimenting and praising the customer.) "During pregnancy, the most important thing is to eat well, have a good appetite, and get good nutrition!" "Yes, nutrition during pregnancy is very critical. Eating more fruits rich in vitamins will make the baby smarter!" (Standing in the customer's shoes, making the customer feel you are thinking for them and helping them choose.) "Yes! Which fruit has more vitamins?" "Kiwifruit has the most vitamins!" "If vitamin nutrition is low, the baby's immunity may be weak later." (Creating a pain point for the customer if they don't buy.) "Look at these imported kiwifruits, they are big, juicy, and rich in vitamins. Why not buy a pound for your daughter-in-law to try!" In this way, the old lady not only bought plums but also a pound of kiwifruit, and from then on, she came to this shop almost every day or two to buy various fruits. From the above case of selling plums, we can see that the first shop had no needs analysis; they sold plums as they were. The second shop also had no needs analysis; they just shouted that their plums were either sweet or sour, with no interaction or communication, let alone cross-selling other fruits. The third shopkeeper tried every means to get close to the old lady, proactively asked why she wanted sour plums, patiently listened to her needs, praised her care for her daughter-in-law, envisioned the joy of holding a grandchild, and shared in her happiness. He worried before the customer, and rejoiced after the customer. Then, playing the role of an expert, he recommended fruits suitable for pregnant women, making the whole fruit-buying process relaxed, pleasant, professional, and affirming. In fact, this is a reflection of our surroundings. Some merchants are like the first two fruit sellers: if a customer wants an eraser, I sell an eraser; if a customer comes to buy chives, I sell chives; if a customer comes to buy an umbrella on a rainy day, I sell an umbrella. But doesn't a customer buying an eraser also need a pen? A notebook? Doesn't buying chives also need eggs? Tofu? Cabbage? Tomatoes? When a customer buys an umbrella, can't you also recommend rubber boots or a raincoat? The third shopkeeper patiently listened to the customer's needs and understood her psychology, just like opening the window to the soul. When a customer enters the store, their mind is a locked door of caution, and needs analysis is the key to open their heart. Praise the customer, share joy with them, treat their family as your own, and care about their health. Find out the customer's buying points, then cater to their preferences, guide them accordingly, and use the health concept of eating fruit to stimulate repeat purchases. In buying and selling, if you don't understand the buying point, you won't have a selling point. Those who don't understand the selling point are eager for quick success, get half the result with twice the effort, and haste makes waste. Consumers don't care what you say; they always care about themselves. The buying and selling process should not be a game of both sides, where you bargain and I "reduce costs," creating tension and a confrontational atmosphere. Merchants should strive to create a relaxed, clean, soothing, noble, fashionable, affordable, professional, and win-win environment and atmosphere. From stranger to acquaintance, to building trust, both buyers and sellers need clear needs analysis. Let customers understand that buying our products brings happiness, well-being, and health, while also eliminating the risks they might perceive. The sales process is about helping customers make choices. Source: Sales and Market (cnmarket) -END-