Reverse marketing strategies

1, the exclusion period


The oversupply of the market environment, marketing is everywhere filled with the sound, experienced sales staff when customers take the initiative to sell goods to us, the first reaction is - people who want to dig up my wallet. Conversely, if a customer ask about or intend to buy a product, then very few have such a reject, the transaction is also easier to reach. This is a supply and demand of the consumer environment, create a customer consumer psychology.


We should be most careful handling of this step, many people think that the key to the deal is paid off, part of the customer to finalize the purchase. In fact true, the customer is the ultimate test of our sales to buy success or failure of standards. But we tend to focus on less than 30% of the intention to buy, and this 30% in less than 40% of customers who will decide to purchase, they lose sight of our contact with all target customers, 70% are just communicate with the rejected us: "no", "not interested", "I'm busy," "I already have," "go, go," "..." Is this 70% target customers do not need all our products? According to my practice and observation, definitely not, customers are due to psychological factors, environmental factors and other reasons have made denial of the reaction easily, if we can spend more thought on this link and skills will be at least 20% of target Customers can purchase a second enter the psychological aspect.


Know the customer to initiate purchase and psychological differences between the passive receiver, we sell again, when customers do not be too direct, or even wait to look. Now the sales staff because we feel that too little time to their customers, so they react in the same way before the tongue-twisters like that to pass the product information to customers and persuade them to buy, that sell the customer to say NO before the more customers the more may be accepted, while the opposite is true, it would only increase the customer will reject.


We should first of all from the customer's point of view, to start around the topic of real interest, so that customers usually do not have too strong a negative reaction, and then take an "abandoned and give up" attitude. Let's look at a case scenario:


A sale of energy-saving power of business people in the evening to a brightly lit and hung a lot of lights and neon signs of the small supermarket and saw the boss.


The first owner to chat in the form of appreciation and recognition of its use of the practice of a large number of light sources to attract customers, so presumably the owner will Hengmei few to right.


Business people: "Boss, you have the street at night because the lights low, so the darker, the sale of each store looks is not very good, with the exception of your store, business is so booming, I think all these neon signs from role, right? I was attracted by them, from a few hundred meters to a store to see you. "


Limited time to our customers, and more absent-minded, and in customer thinking, concentration and limited time, with digital is the most rapid and impress clients. To highlight the effect, not in months or days as the unit, but in years as the unit, so the contrast of the purchase cost of goods low, get more benefits, which is weakening the price, raise the value of the goods.


Business people: "While customers at the door, but also a lot of electricity a year off, right?, I was selling a newly developed energy-saving power of the sales representative if you shop a month electricity bill is $ 500 a year is 6000 ah, with our power, the saving rate is over 25% a year can save you at least 1500, and a power price is 92 yuan, you can use more than 5 years, 5 years down can save you at least the next seven, eight thousand of electricity, the use of more than 20 days to recover the cost of power. "


If the owner still said NO, we do not continue to chatter, to buy goods you do not pull a never give up the posture, which would only be counterproductive, which is then immediately see the customer refused to give up the extreme to the other extreme. Should be taken at this time is the attitude seems to give up in order to reduce the client's rebellious side during the fight.


Business people: "See you shop business so well, will soon expand the store, so our products can give you more money saved up. See you're busy, I do not take your time , and free you to think about it. "


Business people: "Because our product quality is very good, life is a common power supply several times, even as a normal power usage, but also very cost-effective, not to mention a year can save you a few thousand dollars, you are the business field experts, such accounts do not count I'll give you, you may worry about the effect of it? indeed is a businessman, but please be assured that the product has passed the certification authority, you have the time, then I'll give you a look at all the relevant information on clear. "


This is usually the customer will be interested to see some of your materials, rather than your strong hand him the information, who bore him on a sweep, then aside, and sent you to walk. At this point, they would have successfully entered the next phase of negotiations.


Of course, if the boss still refuses to do so, we do not fight too much, and avoid resentment, business people often have such problems, if the business transaction, then the attitude not usually worsened, and ugly even before leaving will be thrown two words, it is taboo! First, in violation of professional ethics, this attitude is difficult to grow their own, and even if the customer refused the spot does not mean a complete failure, according to industry characteristics and the different products, usually those who refuse to customers, the chances of turning back again for more than 5% Therefore, should not give up.


Business people: "Boss, I will not bother you, you leave a business card to it, contact me when needed, I believe you will make significant cost savings decision, I wish you the business more booming."


From the above scenarios, we can see the importance of the initial communication as much as possible, but it is profit-oriented to each other as much as possible to avoid causing resentment. Before the door like a good starting point, and then how to start, cautious customers psychological exclusion period, you can get more for the next part of the target customers. Communication to local conditions, a set of words to avoid surgery to conquer the world.


2, the acceptance period


To this link, there is a basic demand and customer interest, this time to do is to try to introduce the advantages of the product, while continuing with the actual needs of the customer to give the customer about the product benefits. To analyze, what advantage is customers want the product, emphasizing those, but not all, other advantages can be mentioned in passing. Because only you are the customers about the advantages of the products most desired, the customer will feel that this product is more suitable for him. Conversely, what are talking about, some customers do not need much introduction or do not care about the features and benefits, which will make customers feel that this product is not very suitable for them, their is not necessary for those with less to spend the extra features money (despite the fact that goods did not increase prices because a lot of functions), too many customers do not care about the features and benefits will be allowed to think: both so versatile, he will not be concerned about the weakening function. Here's the problem related to product positioning, the same goods, because introduction of different ways, to the customer the feeling is different, the resulting difference is the result of the transaction. Speaking of sales techniques than sales in the form of psychological difficulties in this technique, your customers and to grasp the extent of psychological speculation, and coping strategies adopted by different, and the results are different, this is business people like to spend time every day, see the same more customers, do the same thing, but performance may be completely different reasons.


On the other hand, when customers start with the willingness to buy after bargaining, bargaining is now a lot of customer-facing sales staff will not make concessions to science, in order to facilitate the transaction, start throwing a lot of benefits, step by step backwards. This is in fact the customers lost confidence in the product, you continue to give the same time, the value of goods in the eyes of customers gradually discount, customer buying psychology is a very valuable commodity that is hope, and hope to buy cheap goods. Thus, business people must first be confident in their products, and do not yield easily, first make their customers feel this product is really value for money, then you make some concessions in, for example, to send a gift, so as not to reduce commodity price, to maintain a sense of the value of the product itself, so while maintaining your weight and value of concessions for concessions laid back sound foundation.


3, repeated period


Customers before deciding to buy a product will have a psychological repeated, the more goods more rational so large, so when negotiating with customers often stuck in a certain point, can not continue to progress, you do not give, customers do not compromise, the result is often stalemate continues to give customers begin to buy the idea, many the opportunity to deal in this part of the lost.


As the transaction takes the initiative in the hands of customers, so when customers buy ideas appear repeatedly, do not storm, this will only make the situation more tense stalemate, and then lose the opportunity to deal. At this point should be to retreat, the curve ahead. Under normal circumstances, because the customer in a strong position in the negotiations, in addition to its really can not make concessions or compromise, but very often been deadlocked due to face live, or go into a dead end, then we have the right approach is to take a step back such as the first pick of the problem and its easy to reach a consensus to explore, and even first business down, talk about some customers may be interested in, of course, turn to nature. When talking about the more speculative and customers after the delay back to talk about the issue at this time unless really no room to maneuver, otherwise customers will consider more factors that make some concessions sensibilities. Because the Chinese people like to talk about sensibilities, two people familiar with the conversation if it is speculation psychologically to 5 minutes each counted as a "acquaintances." If our side can make concessions, they should also give at this time, instead of in a stalemate stage concessions. The same concession, because at different times, different emotions of customers, the effect is different.


This part of the principle is: because this part of the substantive interests involved at this time of the customer psychology at the risk of the transaction period, we mainly do is not to pull this off with taut lines, curves circuitous, ride out, strategic concessions to throw at this time, the psychological balance of the customer to buy, when to compromise to balance the interests of smashing up, of course, decide to make concessions is still very difficult to look, come down from his body flesh of the momentum.


4, the turnover period


To this part of the customer base have Bacheng tend to buy, but this time there are a psychological factor at play to buy, that is, when customers decide to make a purchase because of the time will lose the opportunity arising from anxiety, this usually in the minds of instincts and compare alternative products or hesitation whether it is worth buying and so on. In fact, the minds of customers began to think of these questions is that psychologically, people have accepted your goods, but anyone can produce a psychological reaction of some instinct, because the customer only has one product only after promising to get the heart Weighing the balance, then a small fluctuation of thinking can change the customer's consumption decisions, that is, to buy or not buy, just a thought problem, this time as long as we strengthen the offensive, such as throwing a even a very small concessions, it can facilitate a smooth transaction, we remain the ultimate concession to give up at this time to achieve paid off, the role of a deal as soon as possible.


Speaking of fast deal, here to stress that, when a lot of business people in the negotiation of focus is not no quick sense of itself, resulted in the beautiful finishing touches, and ultimately fly single. Because customers thought the game and the decision process, the desire to buy is in decline, the last is likely to abandon the purchase, this situation in a relatively expensive consumer goods in the more obvious reason. At this point should be possible to mobilize the client's purchase of impulse and interest, then a quick fix, unless your product is through the comparison of rational thinking and can reflect the edge, it can not spot a deal, the chances of success would have lost half . Therefore, firms should deal as quickly as possible, of course, industries and products, the situation is different.


This part of the marketing strategy is no longer about whether to purchase and the customer problem, but talk to him about the topic of purchase and description of the customer to buy the product because of the benefits. For example: "This air conditioner is best placed in the living room door, living room and bedroom so that summer temperatures can zero in on 26 degrees, then the summer heat can be spring and fall, as cool as the largest air-conditioning is characterized by the use of smart sensor technology, hair does not blow people up and down, you old married couple no longer have to worry about cold or suffering from air sick. "This talk will give customers a psychological cause," I have bought this product, "or is "should buy" the subtle hint.


When customers make purchase decisions, business people should not enraptured, too excited, because this will give the customer create a negative psychological experience: I stick this kid cheaper, right? "" He is so happy to have a problem, right? I was not at a disadvantage? And so on, the business staff to gradually learn to "mouth" of the negotiations psychological skills that will allow customers to your face and body language learned your mental intent, which is very important for business meetings. Higher level is through facial expressions to guide and confuse opponents, such as businesses in the bargain through facial expressions and body language convey to the customer is very helpless, unprofitable, or even a loss of visual signals. Although we all know that the buyer does not sellers of fine reason, but for each other so we feel the response accounted for cheap.


Sales in the psychological techniques according to different industries and products, methods and characteristics are not the same, there are many specific techniques, there is only a number from a comprehensive point of view about the universality of common skills. More psychological techniques to combine their sales with the objective environment, in constant practice of trial and error.