In the first book, "Break", the author, a great success in the sale of John Lawhon, provided the reader with useful information on how to prepare the sales process. In this book, he elaborates on the success of managing the process.
This book is divided into two main parts. The first part deals with the selling process in detail, its context, and the second part offers advice and technical salesProfessionals can make your own education.
She began presenting himself described. In the presentation, the client must ensure that the benefits outweigh the costs in connection with the purchase of these services. Mr. Lawhon use the following table to illustrate his point of view of the process:
* Customers buy emotionally and then attempt to justify that decision to its logical after the sale.
* Evidence that a person should support the customersolution.
* Features and benefits of the customer base, generate more emotion.
* Characteristics again demonstrated their customers as much data as the customer has to support purchasing decisions.
It is therefore important to include as many features and advantages of the presentation as possible, but it includes features that are not visible, use a buyer can not be considered without the "inside" knowledge of salesprofessionals.
The author then emphasizes the importance of getting the customer involved in the process and representation beyond just listening to opinions of the seller, or see a demonstration. A person who operates a tool that sits on a chair, or room air conditioners is more likely to buy from someone who listens to sell land to generate buzz for the ten - millionth. He also recommends keeping and use, while the openinformation such as advertisements or movies.
It shows that art testing client can find someone to essentially "sell" the product for themselves. Tests May also be used to identify the real needs of customers in mind both the seller and buyer.
The author goes on to illustrate techniques that can be used to overcome objections. He begins by noting that although some complaints simply May be "steps" ongo on the road to sell some of the "objections" is defined by the existence of effective barriers to sale. An example of this is that people simply do not have money to buy items. On the other hand, some of these "obstacles" are real, but May to give the opportunity to sell to solve customer problems. In this case, as an example to the person who revealed the company, which conflicts with their existingFun. Key point is that the objection on the basis of the complaint can not really be an exception, but a sign that consumers, who have spent some time earlier in the presentation. In this case, it May be required to go through the presentation again.
After a general discussion of the objections, the author goes a little deeper into the subject, discussing what the opposition really wants, and how to prevent the sharp edges of the object and we must confronton the basis of money or knowledge ... real or perceived.
Analyzing the writing is the only classification of the key points that the author is that many sales lost simply because the seller simply did not understand at the moment of truth, the fault simulator, appropriate forms, or even a pen. He also advises not try to hide the fact that will be prepared by avoiding to talk about processes or other tactics to hideexchange of money for a product that will happen.
G. Lawhon, like many other successful sales professionals find perfectly acceptable to ask for sales. Indeed, in line with its philosophy of retailing that no one there to help the client get what they really need and want, the seller must recognize the need to conclude this movement and active customer supportowners what they should have.
Clearly, at least for the author, in which the sale could be considered as the first closing technique. However, the author has devoted several pages to close the other techniques,
Finally, complete the sale, the seller even know how to say goodbye, and the author is also covered. The three main recommendations is to increase customer satisfaction in the article, they just bought, to make sure they leave withcard and follow the phone call.
In the latter part of the second, the author talks about techniques that can further increase sales and sales opportunities and to discuss entry into the profession of sales and related items. In this last part, Mr. Lawhon has also reiterated its stance that if we sell there is no concrete reason to seriously consider moving "up" to management. It is a feeling that if the salebravo, sales professional to move "up" in income is higher.
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