"Customer introduction" - why is a blunt tool?
Customer introduction is said to be the best tool for all salesmen to tap potential customers. According to the sales legend, customer introduction is the key to achieving the best sales performance. However, in practice, this tool is not as useful as it is in the imagination. Is it a problem of the tool itself or a user's problem? Below, Heng Xu Xiaobian from the following aspects to discuss with you.
1. No introduction is required. If you don't ask for an introduction, it's not surprising that the customer will not introduce you. Almost 70% of salesmen do not require customers to introduce. They don't talk about this topic!
In addition, the salespeople who do not ask for customer introduction always have a lot of excuses: salespeople don't ask customers to introduce them because they know they can't get it; their customers are not introduced, which makes customers embarrassed; their customers are too busy to introduce them; they don't want customers to find themselves in the search for people. Deal with business or to seek people. These are the excuses. Salesmen do not require customers to introduce because they are afraid to ask for a request.
2. Only once. Research shows that salespeople who ask customers to introduce customers usually ask only once. Of course, it's better to ask than not to ask. But from the statistics point of view, only 1.47 names and telephone numbers can be obtained at a time, which is lower than the average number of 1.5 clients. Because most of the "customer introduction" quality that sales people usually get is not high, the data that each potential customer introduces on average is less than 1.5. This means that salesmen must ask more customers to give an introduction before completing a sale.
However, the same study also shows that the salesperson who asked the two time obtained 2.03 names and calls from each customer. This means that each asked 10 customers, only one salesperson can get 14 names and phone numbers, and a two - time salesperson can get 20 customers - almost 50%. Well, although the quality of the customer introduction is not higher than the former, the latter has increased the chance to sell - just ask more than once.
What about those who have the courage to ask third times? They get an average of 3.28 customers from each customer. Therefore, for every 10 customer requests, such salesmen get 32 introduction, three times more than the salesperson who only asked once. Do you think they will sell more than they do not ask or ask only once, or even two times?
3. Only to make suggestions, not to ask for the introduction directly. Many salesmen "recommend" customers instead of directly asking them. They would tactfully request, saying, "this customer, if you meet anyone who can use my product or service, can I send them my card?" Or you can say, "this customer, if you know someone who can help me, help me to introduce it."
It's just a coward's way of escaping the problem. They do not want to offend customers, so they are reluctant to ask customers for introductions. But they do not want to miss the opportunity to introduce their customers. So their solution is to advise customers to tell their names to others. If this is your way to get a customer introduction, don't expect a client to call you.
4, wait until the sale is completed before the customer is asked to give an introduction. Most people who require customers to introduce will wait until the sale is completed before mentioning the topic. There is a problem with sales staff when they ask customers to introduce, that is, according to their own experience, they think that customer introduction will lead to customers' displeasure. Customer requests do not seem to be popular with most customers. This is true - but the reason why customers are unhappy is not that the request itself is offensive, but that the timing is not right.
The salesman waited until the last minute to throw out the topic of the customer's introduction, and it didn't give the customer a time to think about the introduction, and the customer's mind was no longer in the sale. Because the sales have been finished. It's over. Customers have moved their minds to other issues. They are just waiting for the salesmen to leave and start doing other things. Then, suddenly, the customer's request was thrown out so that both sides could think back to sales. A simple request turned out to be a rude offence.
5, focus on sales demand, not on the needs of customers. The typical customer request is like this: "this customer, I want to ask you a favor. If you can give me the names and telephone numbers of a few people (or companies), let me help them as much as you do, that will help me a lot. " Or, "this customer, do you know anyone else who may use my services? If you could tell me their names, they would do me a great favor. "
Customers are willing to introduce, not because they like you, not because they respect you, or you do a good job. Customers are also people, so like most people, they do things because they are good for themselves. In most cases, customers don't care if they can help you. They are concerned about whether they can help themselves. This is not to say that there will not be a small number of customers who will introduce you freely, and a few people will do so. But most customers don't.
Most salespeople focus on themselves rather than customers when they request customers to introduce. To succeed in getting an introduction, you must let the customer have reason to introduce for his benefit, not for your benefit.
