Source: Huainan Yiteng Network Date: 2014-4-23 10:47:53 Visits: 6038 times
I believe many people have experienced going to the hospital. Whenever you come out of the hospital, you will be carrying a large bag of medicine, but maybe you just wanted to buy a "band-aid". If you pay a little attention, you will find that the profession of doctor is the most successful and irresistible marketer in the world. The dialogue between doctors and patients is the most classic marketing case.
In fact, many customers are not clear about their needs. He does need them, but he does not directly raise them, or even cannot clearly describe his needs. In the face of this hidden demand situation of customers, we must guide customers and dig customers The hidden requirements of this situation have transformed this situation into explicit requirements. Only in this way can the sales staff have a way to take the conversation a step further and introduce the product, so as to meet the "clear needs" of customers. The intensity is gradually increasing, and the decision to purchase is getting closer.
One of the better ways to develop hidden needs into explicit needs is called the SPIN questioning rule, which is actually four ways to ask questions: S is Situation Questions, which is a situational question that asks the customer ’s status P is Problem Questions, that is, inquiry questions, to understand the problems and difficulties that customers are facing now; I stands for Implication Questions, that is, suggestive questions, which can lead to more questions about implied or implicated questions. ; N is Need-Payoff Questions, that is, demand feedback questions, tell customers about the value of the question.
First of all, SQ, when you see a customer, if you do n’t know what status he is in, you have to deal with the status quo. The purpose of finding out the status quo problem is to understand the possible dissatisfaction and problems of the customer, because the customer cannot proactively tell the sales staff what dissatisfaction or problem he has. Only by knowing and discovering the sales staff can they know what the customers are dissatisfied and difficult now. The way to understand the status quo of customers is to ask questions, and grasp the situation of customers by asking questions.
But it must be noted that because it is relatively easy to find out the status quo problem, the salesperson is easy to make a mistake, that is, the status quo question is asked too much, which makes the customer have an antipathy and resistance. Therefore, you must be prepared before asking questions, and only ask those necessary and most likely status quo questions.
Then come to PQ and ask customers about their current difficulties and dissatisfaction. Difficult questions must be based on the status quo. Only by doing this can we guarantee that the difficult question asked is a problem existing in the customer's reality. If you see everything and ask if you have any difficulties, it will likely cause customer dislike.
It should be noted that, for customer-centric modern sales, the difficulty it raises is only the hidden needs of customers, which will not directly lead to purchase behavior. So asking difficult questions is just a process in promoting customer purchase process.
The third step is IQ, which is the most difficult part of the SPIN sales model. As mentioned earlier, only when they realize that the existing problems will bring serious consequences, customers will feel that the problems are very urgent and they want to solve them. The implication is to make customers realize that the existing problem is not just a superficial problem, the consequences will be very serious. When the customer understands that the existing problem is not just a single problem, it will cause a lot of deeper problems, and it will bring serious consequences. The customer will feel that the problem is very serious and urgent, and must take action to solve it. The hidden needs of customers translate into obvious needs. And only when customers are willing to take action to solve the problem, will they be interested in asking about your product and seeing your product display.
It should be noted that it is very difficult for customers to extend other problems from existing problems and must be carefully prepared. When enough questions are asked, customers may appear to be ready to purchase, or show obvious intentions, which indicates that the customer's needs have changed from hidden needs to obvious needs, and the involvement of the problems has been successful. If you don't see similar performance from customers, it proves that customers are still at the stage of hidden needs, indicating that the implication questions asked are not enough and deep enough.
The last NQ, clarifying the value problem helps to shift the customer's attention from the problem to the solution, and makes the customer feel the benefit of this solution. For example, a simple question such as "what benefits will these problems bring to you after being solved" can make customers think of many benefits, and it will transform customers' emotions from pessimism about existing problems into positive, new products. Longing and longing, this is the issue of value. Especially when the customer speaks from his mouth the benefits of the solution (ie, the new product), he already convinces himself, and then the customer purchases the product.
This SPIN questioning rule can also be referred to as advisory sales skills. The opening, investigation, display ability, and obtaining commitments. The investigation phase is the most important stage in the entire sales process. It covers the SPIN sales techniques and implicit requirements we discussed earlier. The important aspects of requirements are to reveal and expand customer problems, difficulties and dissatisfaction, and develop customer requirements based on the problems you can solve. As long as you do more exercises and learn more, I think everyone can successfully develop their own careers.
| Previous post: What type of internet company to look for on a website? |
Next post: Wing Teng Network's plan for building a large community portal forum