The most basic content of all sales training is to eliminate the fear of new salespeople! What are they afraid of? They're just afraid of talking to strangers, afraid of saying the wrong thing, afraid of being laughed at, afraid of being rejected, and afraid of being looked down upon!
All motivational courses in sales training actually have only one goal: to eliminate the arrogance of salespeople. Do you know what percentage of salespeople are arrogant? If you boldly answer 50%; I'll tell you, your courage is too small. At least 80%.
Do you think such training is necessary? Do you think such training is very effective? Let me tell you frankly, such training is not needed at all, and it has no practical effect. When you see those enthusiastic salespeople in training, rushing around the market like headless flies; when you see those salespeople who communicate well with customers but sell them nothing; when you see those salespeople who serve tea and bow to customers but can't collect a single cent, then you will realize how ridiculous those so-called trainings are!
Is there a way to quickly mature these salespeople and turn them into marketing elites? It's completely possible. You just need to make them understand one point: "If you're a bandit, who are you afraid of?"
If you're a bandit, you won't be afraid at all; others will be afraid of you. If you're a bandit, you don't need to be arrogant in front of anyone; others will be arrogant in front of you! Bandits are the only ones who never haggle or worry about short measures. Have you ever seen someone negotiate with a bandit: "I only have 500 yuan, take 300 yuan!" Or have you ever seen a bandit grab something and ask first: "Is this 100 catties? If I find it's short by 1 catty when I get home, I will definitely come back to settle accounts with you."
This is reality: in the logic of sales, you can never escape the vicious circle of "haggling and short measures"; but in front of the logic of bandits, this vicious circle is powerless! The bandit logic in marketing emphasizes three most basic practical principles, which completely overturn the logic of sales!
First: Talking more is not as good as asking more: Initially, you might think that a salesperson must be a smooth talker, so you keep trying to convince others, Inner Mongolia Bayannao'er recruitment network. But eventually, you'll find that you can only convince those who want to be convinced by you. Later, you might think that salespeople should not only talk but also learn to listen. When you really listen, you think you've discovered new land, but eventually, you'll find that you only hear what people want to tell you! Have you ever seen a bandit endlessly telling people about their strength? Have you ever seen a bandit patiently listening to your growth process? No! The logic of bandits is to ask: "How much money do you have? Where are your gold bars hidden? What is the password for your bank card?" Therefore, "convincing" and "listening" are the logic of sales; the logic of marketing focuses on "asking"; many entrepreneurs only graduated from elementary school, and you may find it incomprehensible that they have assets worth millions or more. Every entrepreneur seems like a living computer, knowing everything! But when you get close to them, you'll find their secret to success: ask! Keep asking! Ask teachers, ask friends, even ask competitors, ask subordinates. Simply put, asking the right questions earns big money! Asking more questions and learning how to ask the right questions is the leap from the logic of sales to the logic of marketing!
Second: Giving more is not as good as demanding more: The logic of sales is accustomed to showcasing strength first, planning the future, painting a picture of the future. Then discussing what should be done now; always habitually informing customers beforehand about what products we have, what we can offer, and then what we want? This may work for the first contact, but if you use this logic every time you visit clients, you will end up giving more and getting less! Because before you ask for anything, they already know what you can give! Bandits only talk about what they want: "Take out your wallet, take off your watch; and jewelry, rings!" The logic of bandits is: "The more you demand, the more you get." The logic of sales is to give first and then take; the logic of marketing is to take first and then give; if you can't take, you won't give. If you don't dare to ask, or can't ask, giving more is just a waste.
Third: Explaining why is not as good as stating what: Salespeople are asked too many "whys"! Why is your product more expensive than others? Why don't you lower your price when others do? Why does it operate more varieties than me? Why is its operating area wider than mine? Salespeople keep explaining endlessly. The biggest problem with the logic of sales is always wanting to provide reasonable explanations! But they never give answers that satisfy the customers! No one asks why bandits rob! As soon as people see those masked, knife-wielding people blocking them, they know why! The logic of sales is constantly changing the method of explanation; but the logic of marketing is different. The logic of marketing is to minimize explanations as much as possible. Salespeople spend their days looking for loopholes in company policies, but the greatest treasure of marketers is: "Company regulations." These four words are the best explanation for marketing! The premise of marketing logic is: Marketing personnel must bravely and firmly convey and enforce company regulations! Marketing personnel do not need to explain why the regulations are this way, they only need to clearly explain the specific content of the regulations to customers. Fundamentally speaking, the logic of sales relies more on the individual abilities of salespeople; the logic of marketing relies more on the comprehensive capabilities of the enterprise!
If you truly want to achieve the leap from sales to marketing, please remember: If you're a bandit, who are you afraid of? Ask more! Demand more! The only thing that must be clearly explained is company regulations!
Welcome to discuss your ideas and opinions with the author. Author: Zhao Yifeng, founder of Simple Marketing, founder of Marketer Strategy, best-selling author of "Marketing Is Really Very Simple", expert in professional manager training and distributor growth strategy, CEO/Chief Consultant of Century Prosperity Marketing Management Consulting Company, research direction: marketing strategy positioning; marketing strategy combination; marketing implementation methods; marketing management model; sales personnel training.
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