Part 5: Communication Skills in Sales: The Key to Becoming an Excellent Salesperson
A salesperson’s communication skill is not in fancy words or argumentative power,
but in how much of an impact it has on customers.
The faster they can capture the attention and interest of customers,
the greater their ability to reach their shopping needs.
Therefore, it can be said that the success of a salesperson depends largely on the application
and promotion of their own communication skills.
39: Communication skills show the cultural level of the seller
When people talk, listen completely.
Most people never listen.— Ernest Hemingway
Language is a tool to express the inner world.
For salespeople, good communication represents an attractive
and valuable mentality and culture.
Effective communication skills can help any salesperson stay proactive in any situation
no matter how difficult.
When Adamson was the director of a chair company,
he closed two large orders to supply chairs for the George Eastman Academy of Music
and Drama thanks to his effective communication skills:
“Mr. Eastman, I have always admired this office of yours, it is wonderful,
you have such a refined taste.”
Eastman was pleased and delighted with the compliment, and replied,
“I helped design it myself,
but now I’m so busy that I don’t have time to enjoy its beauty.”
Adamson held a control panel,
cherishing it like a treasure:
“It’s made of English oak, isn’t it?
English oak is a little different from Italian oak.”
“It’s not wrong, this is oak imported from England,
selected for me by a friend who specializes in furniture.”
Eastman then took Adamson on a tour of every corner of the room
and showed Adamson each part he had participated in designing with excitement and pride.
They talked for more than two hours.
Thanks to his tactful eloquence that demonstrated his knowledge of materials architecture,
Adamson had won over Eastman’s sympathy.
Thanks to his flair and ingenuity,
Adamson ended up winning 2 orders to install the chair system for Eastman’s academy.
Good communication skills show confidence,
optimism, tolerance as well as a noble inner world.
This skill has a direct influence on the effective communication between the seller and the customer.
So the salesperson needs to make good use of the language tool to best present
in front of the customer,
create trust and complete the task a successful transaction.
With different customers, salespeople need to use different communication methods.
Communication skills include both verbal and non-verbal skills.
Choose the right language to demonstrate the mild-mannered, caring,
and humorous attitude that is essential to taking the initiative in customer relationships.
40: Special Prologue
I think for any relationship to be successful,
there needs to be loving communication, appreciation, and understanding. — Miranda Kerr
The ancients have a saying “The head goes down, the tail falls”
to show the importance of the opening part.
To be a successful salesperson,
a unique initial offer is indispensable.
If your opening is compelling,
the prospect may put aside all the work they’re doing to listen to you.
Before discussing business with customers,
sellers need to prepare a suitable opening.
The first word greatly determines the success or failure of the transaction.
In other words, a good start is half a success.
Senior salespeople often use a few creative forewords:
1. Profit: Everyone has a certain inspiration with money and profits.
Ways to save money and be profitable can get everyone’s attention. Like:
“Director, I’m here to help your company save half of the electricity bill.”
“Hello sir, our machine works fast,
consumes less electricity,
is accurate and the price is also quite cheap compared to the production with your old machinery system.”
1. Genuine praise:
Everyone loves to be complimented and so do your customers.
Therefore, praise also helps to reach closer to customers effectively.
However, an insincere compliment will make others feel that you are flattery,
cause resentment and can lead to bad results.
2. Taking advantage of curiosity:
Modern psychology shows that curiosity is one of the basic attention-grabbing motives in communication.
Customers are often curious about things that customers are not familiar with.
Salespeople can take advantage of this to capture the customer’s attention.
3. Tactic of “recalling”:
Tell customers that a relative of theirs introduced them to you.
This is called a “reverse” tactic.
Customers will have sympathy for you due to the close relationship and acquaintance between the 3 people.
Borrowing others to introduce yourself is often highly effective.
But it should also depend on the person to work,
absolutely not make up, otherwise customers will be angry
when they find out that they are being cheated.
To gain the trust of customers,
giving business cards or letters of recommendation will bring the best effect.
4. Brand tactics:
When buying things, people are often influenced more or less by others.
If the sale staff can grasp and take advantage of this mentality,
they will definitely achieve significant results.
Borrowing the name of a company or famous person can enhance your status.
Especially if the person you borrow your name from is someone
that customers admire or a business with a good reputation with customers,
the effect will be very high.
5. Asking questions directly:
Salespeople directly ask questions to customers,
taking advantage of that question to attract customers’ attention and inspiration. Eg:
“In your opinion, which factor affects the product quality of a company the most?”
Product quality is of course one of the most concerned factors for consumers.
So they will share their own views,
from which the salesperson will use the information they have to lead the discussion.
When applying this technique,
salespeople need to pay attention to ask questions related to the issues that the other party is interested in,
the question needs to be clear and unambiguous,
otherwise it will be very difficult to attract customers’ attention and opponent’s attention.
1. Provide information to customers:
The seller provides some beneficial information to the buyer such as market situation,
new technology, new product, etc.,
which will attract customers’ attention.
This requires sellers to stand on the customer’s side,
think for them, diligently monitor the market situation to capture every move,
supplement their own knowledge,
train themselves to become a become a customer story.
Sales staff take advantage of the movements and drama of the action to show the characteristics of the product,
in order to attract the attention of customers.
3. Taking advantage of gifts:
Gifts are a powerful blow to the psychology of customers.
Rarely can anyone turn down free items.
Different purposes, different customers,
different industries make the opening words also have a big difference.
Salespeople need to rely on their industry
and purpose to create opening sentences that are bold and personal.
41: Speak directly and speak well
A lot of problems in the world would be solved if we talked to each other instead of about each other. — Nickey Gumbel
“Words don’t cost money to buy, choose words to say to please each other“.
When salespeople communicate with customers,
it is necessary to be flexible in the way they use words to get closer to customers,
regardless of whether they are straight or well spoken,
they need to match the customer’s psychology.
Usually, customers prefer to hear the seller’s honest words,
rather than being overly tactful.
Use short, easy-to-understand words to reach customers.
When the customer’s self-esteem is gaining the upper hand,
the seller should use tactful speech to express his opinion or offer his suggestion.
At this time, direct words are not appropriate,
because they can attack the opponent and hurt them.
In fact, honest salespeople make customers feel trustworthy.
But skillful salespeople take care of the customer’s self-esteem to use the right language:
1. Salespeople should be brief and straight to the point
when their customers are regular customers or busy people who don’t have much time.
In addition, this expression is also used when introducing the company and the product.
Because these introductions do not need to be too flowery,
they need the seller to share frankly and clearly to avoid misunderstanding and reduce sales effectiveness.
Moreover, when it comes to transactional issues,
in order to avoid harming the interests of both parties and arising conflicts,
the explanations for customer situations
or questions should not be too complicated
because otherwise it will make customers feel offensive and think you are roundabout.
1. Salespeople should use tactful words when:
– Reject the customer’s offer price:
Price is always a dilemma between buyers and sellers in general.
When a customer offers an unreasonable bargain price,
the salesperson should tactfully refuse with well-founded jokes or explanations.
In the refusal should not use words with negative connotations,
but it must be done so that the buyer can still feel the seller’s intention
to refuse without making them feel awkward.
A joke will make the atmosphere much less tense.
– To share about product defects:
Talking about the shortcomings of the product also needs certain skillful words to maintain trust,
so as not to disturb customers.
Salespeople can actively point out some shortcomings of the product,
but must be selective about words.
You should honestly acknowledge the product’s shortcomings,
highlight the advantages,
and then focus on those advantages to enhance the product’s value.
Use a gentle tone of voice that both expresses your opinion and still maintains a polite attitude
that makes it easy for customers to accept your intentions.
When you want to refuse a guest,
you can use objective reasons or clever jokes to reject the guest’s request.
They will quickly understand what you mean and will also
Don’t feel shy because of rejection.
In the sales process,
choosing the right time to speak directly or to speak skillfully is very important
to help bring the highest communication efficiency.
42: 9 sayings that salespeople shouldn’t use
It’s important to make sure that we’re talking with each other in a way that heals,
not in a way that wounds. — Barack Obama
Words in ordinary conversations are already very important,
but in communication with customers,
it needs even customer communication skills of the person
who directly talks to the customer,
which here is the employee.
Here are 9 sayings that you should avoid in order to land successful deals.
1. Critical speech:
This is a fairly common habit of many sales people,
especially those who are new to the profession,
they often do not think carefully before speaking, causing others to get hurt.
For example, “This outfit doesn’t seem to suit you very well!”,
“This tea is a bit difficult to drink if you don’t like sweets!”
or “The business card is the old model, isn’t it?”
These words, although the speaker is not really intended to criticize,
but in that situation, the customer will feel uncomfortable.
Salespeople should use compliments often,
but also pay attention to the extent that they don’t make others feel fake.
2. Expressing subjective opinions:
In business, we should focus on the main topic,
not discuss and participate in issues that are not related to us such as politics,
religion or mention issues in other subjective consciousness.
These issues have no practical implications for sales,
and moreover, if you’re wrong,
you’ve inadvertently caused serious problems.
Some new employees are not experienced enough,
so in the process of communicating with customers,
they often lack the ability to control the topic of conversation
and fall into highly subjective issues.
There are many people who even try to argue to defend their opinions harshly,
seriously affecting business agreements.
In short, issues that are not related to you
or the deals you are targeting should be ignored,
especially topics that are highly subjective.
Salespeople need to know how to control themselves
in order to achieve high efficiency in communication.
1. Use specialized terms:
Sales people because of professional habits will often use specialized words unconsciously
to talk to customers.
This will confuse the guest.
Instead, use simpler words to explain clearly
and accurately to customers to avoid unnecessary obstacles.
2. Exaggerated rhetoric, untrue statements:
Don’t brag about product features!
Customers when using the product will know if you say good or bad.
Don’t talk too much about the effect and price of the product for temporary profit.
Any product has good sides and bad sides.
Salespeople should stand from the customer’s perspective,
clearly analyze the advantages and disadvantages of the product,
analyze the market situation as well as the prices of competitors
so that they can accept your product quickly in the most open way.
3. Using offensive words:
In order to lower the value of competitors in order to raise their profile,
many salespeople use strong offensive words.
However, this only makes your image in the eyes of customers become inferior.
Most sales people say these attacks without thinking
and are unaware that such attacks are very offensive.
Being overly subjective will not benefit your business.
4. Talk about private matters:
When talking to customers,
salespeople mainly want to capture their requirements
instead of talking about personal matters.
Even if those private stories involve you, and your life,
instead of the client,
it doesn’t do any good for the relationship.
These stories are meaningless,
even a waste of time and affect your sales opportunities.
5. Ask questionable questions:
During the sales process,
you may worry that your customers won’t understand
what you’re saying. so often ask back like
“Do you understand?”,
“Do you know that?”,
“Do you understand what I mean?”
These are all offensive questions.
It is well known, from a psychological perspective,
that if salespeople constantly doubt the customer or their cognitive abilities,
they will develop feelings of dissatisfaction,
and feel that they are not respected with minimum from the opponent.
If you are worried that the customer does not understand what you are saying,
you can use probing questions to find out,
“Do you need me to say it again?”
Such questions will make it easier for the listener to accept.
Sometimes customers who really don’t understand will actively ask you or ask you to say it again.
1. Inflexibility in dry situations:
In deals, there are very dry issues that cannot be ignored but no one wants to hear.
The best way is you states these issues as simply as possible, summarizing the gist.
That way, when listening, new customers will not feel tired.
During the discussion, change your perspective,
find a few stories they like to hear to make the atmosphere less stressful
and come back to the next issue to create the best effect.
2. Indecent speech:
Educated, conscious people are always admired by others;
on the contrary, those who speak poorly make others feel dissatisfied.
Salespeople who use unkind words will negatively affect both themselves and the product.
For example, insurance salespeople should say the word “lost”
or “disappeared” instead of the word “dead”.
Salespeople who are experienced in dealing with these indecent words will use flexibility
to substitute for potentially offensive sensitive words.
Pay attention to transforming them into polite,
easy-to-hear words so that customers feel comfortable when transacting.
Don’t turn the sales process into a lecture, instead,
speak skillfully to convince the customer.
43: Say “we” instead of “me”
To effectively communicate,
we must realize that we are all different in the way we perceive the world
and use this understanding as a guide to our communication with others. — Anthony Robbins
People often assume that “a person who just keeps saying ‘me’ casually is always unwelcome.”
In social interactions,
the word “I” makes others feel that you take yourself too seriously,
hindering the relationship between you and the people around you,
affecting people’s perception about you.
Therefore, when conveying news should avoid using the word “I” but use the word “we”.
When the Russian October Revolution had just won,
many people, out of hatred for the Tsar,
demanded that the palace be burned down.
In the end, Lenin decided to convince them by telling the people,
“If you want to destroy the palace, fine.
But before that, I want to ask everyone,
who built the palace the Tsar lived in?”
Everyone replied, “We!”
Lenin asked again,
“The sweat of our efforts,
do you want to see it destroyed?
In my opinion, this palace can be used as a meeting place to welcome delegates.
As the collective effort of the whole community,
we should appreciate it,
not just because of a momentary anger,
to overthrow everything.”
However, a statistic shows that in normal communication,
people often use the word “I” because everyone likes to be praised by others,
and also likes to compliment themselves.
To keep the other person’s honor,
we avoid using the word “I” often,
instead of saying “my company”,
choose to say “our company”.
1. Less “me”, more “you”.
In the process of speaking,
we must always be concerned with the state of the listener.
Make an effort to forget the ego, forget about talking about yourself.
People usually like things they know well,
so you can try to get customers to share their stories instead of rambling about yourself.
If you enthusiastically and sincerely listen to the other person’s story,
they will definitely have a good impression and will be warmly received by everyone.
2. Turning “mine” into “our” is the most skillful way to shorten the distance.
If in the process of communication,
you do not care about the thoughts
and attitudes of the listener,
only talking about yourself will make the listener uncomfortable and objectionable.
If you change the way you say it, from “mine” to “our”,
you will not only not suffer any losses but also win the sympathy of your listeners,
taking another positive step in building friendly relationship between the two parties.
We often hear questions like:
“What about our category…?”;
“May I ask our workshop…?”;
“Should we be like this…?”;
“Let us…” and so on from reporters or public speakers, or crowds.
This way of saying will help bridge the gap between the two sides,
creating a feeling of warmth and intimacy.
The word “we” includes both the speaker and the listener,
creating a feeling of “participation” of the other party,
bringing the two parties closer together,
the atmosphere becomes more vibrant.
44: Reaching East and Strikes West
In many cases, the salesperson is in a passive position against the customer,
led by the customer to talk about the price too soon.
This sales method is very wrong.
A good salesperson will mention the price last.
Fred Rogers is a new sales manager at a leather manufacturing company in New Jersey.
The company is launching a new product leather belts.
He conducted a survey of customers’ feelings about this product
through an interview with the head of one of his agents:
“How do you feel about this batch?”
“Oh, I love it,” said the customer, “but it’s not cheap, is it?”
“As a leather connoisseur,
how much do you think it will cost?” Fred Rogers asked.
The customer, after thinking for a while,
offered a price of $45.
“You guessed it right,” said Fred Rogers, surprised.
After that, the two sides signed a contract many times with the price of $ 45/product.
Double calves are very satisfied with the results of cooperation.
But Fred Rogers never told the dealer that the actual price of the product was only $39.
Most consumers want to buy goods at a low price.
Others aspire to show their ego, hoping to show their bargaining power.
There are customers who do not trust the price of the product,
do not believe it is worth that much, fear that they will lose,
so they want a discount, or more incentives.
Only when understanding customers’ psychology and bargaining motives,
sellers can negotiate prices with customers.
In order to gain an advantage,
the seller needs to find out and analyze
what is the cause of the hesitation and anxiety of the customer.
Only in this way can the salesperson know if the customer wants to buy or not.
If the customer says,
“This is too expensive,”
we can detect that as a sign of wanting to bargain.
When customers are constantly demanding and attacking,
sellers cannot lose confidence,
even raise doubts about the price of the product,
instead, they must be firm,
find all reasonable reasons to negotiate with customers. guest.
Salespeople, in addition to being consistent with their stance,
need to have a method to change the customer’s point of view.
We can go through ingenious ways for customers to satisfy themselves,
but be careful not to actively lower the price.
The psychology and trend of customer demand have a decisive influence on the price.
In the sales process, sellers need to pay attention to this,
use psychological warfare to achieve victory.
45: Need to know how to warm up the atmosphere through sayings
Wise men speak because they have something to say;
Fools because they have to say something. — Plato
Most salespeople often encounter the following situation:
Confused about what to say when meeting customers for the first time.
This will impede the sales process,
and even destroy the opportunities to build relationships from the ground up.
Salespeople need to “have ready” impressive words to break shyness,
create comfort, and stimulate communication.
From a psychological perspective,
if the two sides have common topics that will make both parties interested,
the communication atmosphere between them will be more vibrant,
thereby helping the sales staff to leave a good impression on customers line,
narrowing the gap between the two sides.
Charles is a banker who is tasked with writing a report for a client company.
But the documents he needed were in the hands of the company president.
Charles has come to see you.
When he entered this chairman’s office,
he overheard that he asked his secretary to find a stamp,
saw his brother and explained:
“I am collecting stamps for my son.”
Charles quickly explained the reason for coming to find him but did not receive the desired documents.
The next day, Charles reappeared at the chairman’s office,
but carrying some interesting stamps.
“George will definitely love it, he loves collecting stamps,
I have been looking for these stamps for a long time too.”
Thanks to the theme of stamps,
Charles was able to warm up the atmosphere of conversation,
shortening the distance with the president.
When he left, he took the initiative to bring the necessary documents to Charles.
Not only that, he also provided additional data,
reports and correspondence related,
useful to Charles’s report.
Renowned sales and service expert Jeffrey once said,
“If you find something in common between you and your customers,
they will like you,
trust you, and be willing to buy your product.”
That’s why salespeople need to be observant to understand their customers’ interests,
and then begin to develop relationships around these topics.
This will create a focal point for the conversation,
bringing attraction with customers to realize your end goal.
If you are in a hurry to introduce the product to the customer from the beginning,
the possibility of making the customer uncomfortable,
creating an awkward atmosphere is very high, leading to a failed transaction.
Salespeople need to pay more attention to cultivating their own diverse interests,
expanding their knowledge in many fields,
or relying on customers’ interests to learn useful things.
Be as fully prepared as possible to enter negotiations.
1. Customers’ interests:
Observe them, through the topic of the conversation find out what excites them,
thereby finding a resonance between the two.
If the atmosphere in the transaction is somewhat awkward,
the main reason may be that the staff does not understand the customer,
cannot find common ground between the two.
Details such as hairstyle, outfit,
way of talking and acting can all be clues to getting to know a customer,
their interests and education.
The customer’s hobbies, favorite foods, hobbies, etc.
It can help you ask questions and facilitate the development of a topic of conversation.
You can compliment the customer on their dress,
temperament, hairstyle or work ability.
These compliments will generate a positive mentality in the customer,
making them ready approaches you.
3. Breaking news:
When the story between the seller and the customer becomes awkward,
the content of the story can be changed to current news,
discussing issues that are of great interest to many people.
For example: such as international competitions,
or whether real estate prices will increase,
how to save energy.
To do so, salespeople need to read a variety of information,
capture the news that suits everyone’s tastes.
Thus, when meeting with customers,
they will not worry about the lack of things to discuss,
not causing the story to come to a dead end.
They can also increase the conversational atmosphere,
making customers more sympathetic to you.
The sayings that warm up the negotiation atmosphere are very diverse,
the salesperson needs to work hard to dig deep,
pay attention to the eyes
and small movements of the customer,
and when they discover they are gradually losing interest,
please immediately deftly change the subject.
An interesting salesperson can be successful,
if right from the step of approaching customers,
they can find common topics or interests,
the job will be carried out a lot easier.
46: Don’t “monologue”
Smiling is definitely one of the best beauty remedies.
If you have a good sense of humor and a good approach to life, that’s beautiful. — Rashida Jones
Selling is only effective if communication between you and the customer is done.
It is a two-way dialogue,
so it is necessary to have an atmosphere of conversation and a friendly relationship between the two sides.
Only in this way can the two sides exchange their requirements and desires accurately.
When there is an exchange,
the salesperson will understand more about the buyer,
and vice versa, the buyer will also more easily accept the product.
So in the process of exchange between the two parties,
customers are not passive recipients of recommendations
and advice, they will also express their own needs and opinions,
and need to listen to others sell.
Therefore, letting customers talk more and listen more yourself is an important skill for every salesperson.
1. How to encourage customers to talk more:
The two sides can only communicate smoothly on the basis of their willingness to listen.
Salespeople must learn how to lead customers to share,
making them more willing to talk.
There are many different ways, here are some common ones:
– Ask customers skillfully:
There are customers who are not willing to actively disclose their thoughts and relevant news,
if you rely solely on this type of dialogue that lacks reciprocity,
you will create an atmosphere awkward, ineffective.
For effective dialogue and sales goals, the seller can prompt customers to open up more.
Just like that, the salesperson can target the customer’s words to find a way to solve the problem.
Normally, salespeople will use interrogative questions
“How to…?”, etc.,
to make customers feel free to express their needs.
– Reconfirm information with customers:
When communicating with customers,
they will give information, some not very useful,
but some very important to the conversation process.
For important information, the seller can immediately verify with the customer during the exchange.
As a result, they can avoid misunderstanding the customer’s intentions
in order to come up with the neatest solution;
and at the same time encourage customers,
creating a feeling that the seller is enthusiastic about listening and absorbing the information they give.
Of course, in order to confirm the customer’s information,
it is necessary to find an appropriate and skillful time,
otherwise it will be difficult to achieve the purpose of encouraging suggestions for customers.
Respond to the customer immediately:
This will make the customer feel supported and recognized.
When the customer comes to the point or stops,
the seller can nod in agreement instead of answering,
thus helping to maintain the customer’s interest in the conversation.
– Coordinate different communication methods:
In addition to language, salespeople also have many other communication methods from smiles,
eyes, facial expressions to body movements to show support.
Support customer’s sharing.
2. How to become a good listener:
Listening is an art that needs long-term training and practice.
In the sales process, listening is very effective.
Listening can help salespeople deal with many of the problems that arise during communication.
But not everyone becomes a good listener.
Becoming a good listener is not easy.
Here’s what it takes to become a good listener:
– Focus on listening:
In order to have highly effective communication,
you need to focus on listening.
Before communicating with customers,
sellers need to make a comprehensive preparation in terms of health,
attitude and mood.
Depression, ill health, and depression are all negative factors that can make listening ineffective.
Don’t interrupt the customer:
When you suddenly interrupt the customer,
you are inadvertently interrupting their enthusiasm and excitement.
They may be in a bad mood, easily frustrated.
The salesperson only needs to respond with necessary
and simple words like “Yes”, “Oh”, “Yes”… when the shopper is speaking.
In addition, the salesperson should not arbitrarily interrupt or follow the words,
as well as disregard the words of the customer.
– Be cautious when rebutting customers:
Do not directly object to the words of customers, even though their views may be a bit extreme.
If you can’t agree with something a customer has brought up,
find a way to change the topic of conversation,
leading them to stories that drive the sale.
– Summarizing customer’s opinions:
During the exchange process,
it is very important to summarize and summarize the customer’s point of view
to make the customer see that you are a good listener;
On the other hand make sure you don’t misinterpret what they mean,
helping you to get the most effective problem-solving possible.
Skillful questioning and satisfactory answers can stimulate a customer’s desire to share.
Pay attention to what your customers say.
If the customer’s point of view is different from yours,
don’t immediately object, think about changing the topic of conversation instead.
Nothing shakes the smiling heart.— Santosh Kalwar