Think from the customer's perspective

作者：admin  点击次数：20  发布时间：2025-03-17

In actual work, salesmen may often encounter such a situation: when they bring samples to visit customers, customers avoid them or find excuses to send them away. Some customers even say to others: "See, another one is trying to take my wallet!" Frankly speaking, the most direct purpose of salesmen is indeed to take money out of customers' pockets. However, if there is no real skill, and only rely on pestering, the success rate of sales is very low.

Psychology believes that human instinct is to protect oneself from external harm and avoid suffering. Spending money is a kind of pain in most cases. When salesmen go to customers and want customers to pay for their products, they are creating pressure and pain for customers, so most people will instinctively reject this pain and try to avoid spending money.

Therefore, if you want to take money out of customers' pockets, salesmen must understand the psychology of customers and think from the perspective of customers. If we want to sell something to customers, we must first think about whether we are willing to buy this thing if we are customers, what is the quality, whether the price is fair, and what benefits can it bring to ourselves. If we can convince ourselves of our own products, it proves that the product is attractive and worthy of the customer's money. Only by ensuring this can we have confidence when selling to customers. When talking to customers, we must stand on the same front with them and explain clearly what benefits and happiness they can bring to them after spending money to buy this product. At the same time, compared with spending money, people prefer to save money, so the salesperson should also emphasize how much money they can help customers save compared with other products or before buying the product. In this way, customers feel that we are always thinking about them, instead of just thinking about paying money and leaving, so customers will naturally take the initiative to pay without waiting for us to speak.

Insurance salesman Xiao Zhang won the insurance policy that other salesmen did not win by thinking about it meticulously for customers. The following is Xiao Zhang’s self-narration of his sales process.

Before visiting Xiao Wang, I knew that several salesmen had visited him, including his uncle’s sister. She told me: My brother has no money to buy insurance for his children, so it’s useless for you to go. I know he makes a lot of money, but he has no plan for spending money. In addition, there are parents-in-law above and a daughter who goes to school below. It’s true that there is not much spare money in the family of five. At first, I didn't talk to him about insurance, but about how to make and spend money. Through the conversation, I learned that his job was to dig foundations and lay stones for house builders. He wandered around and worked, earning about 80 yuan a day, working more than 200 days a year, and making about 20,000 yuan at most. Speaking of spending money, he was very emotional: "Money is hard to earn but easy to spend. Since I work in cash, it is not worth going to the bank to save 300 or 200 yuan. I spend it at home and I can't save much money in a year."

I said to him: "This is because you don't plan your spending. There are many people in your family and the expenses are high. You only save the money you spend in the bank. If you don't control yourself, you may not save a penny in a year, right?"

He felt the same way: "Yes, I have been married for so many years, and I have been living like this. I save whatever I have left. Sometimes, only the money I lend to others is the money I save."

I said: "Your financial management habits are not good. Have you ever thought about what to do with your children's education and your retirement expenses if you continue like this? Living expenses are very flexible. If you spend money freely, 20,000 yuan a year is not enough. If you spend frugally, 5,000 or 6,000 yuan is also okay, right?"

I saw him nodding repeatedly, and then inspired him to say : "Saving money can be divided into two forms: active and passive. Active saving means saving the surplus income consciously, but there is no pressure and no motivation, just like you spent money while earning it a few years ago, and did not save it. Passive saving means someone urges you to save money, and others will not let you save it. Buying insurance is passive saving, and the insurance company will remind you to save money at that time. For example: when your child goes from primary school to middle school and will go to college in the future, it will cost a lot of money, right? You will not be able to have no money at that time. From now on, you can save an education fund for your child in an insurance company. You only need to save 2,000 yuan a year. In ten years, it will be a considerable savings. The insurance company will also have dividends every year, and it will add a personal protection for your child. Now taking out 2,000 yuan every year will not have much impact on your life, but if you don't save money early, it will be almost impossible for you to take out 200,000 yuan all at once in ten years. Don't you think so?"

At this point, Xiao Wang nodded repeatedly and asked me what kind of insurance is good.

It was during this visit that Xiao Wang bought insurance for his daughter and promised to buy pension insurance for the couple from me.

In this sales case, Xiao Zhang did not force the customer to buy insurance, but really stood in Xiao Wang's position and thought about how to save money for Xiao Wang. In this way, Xiao Wang not only did not feel disgusted, but agreed with Xiao Zhang's views again and again, and finally decided to buy insurance from Xiao Zhang.

In fact, conflicts between customers and salesmen are inevitable. Because, from the salesman's point of view, the purpose is nothing more than to take money out of the customer's pocket. From the customer's point of view, they want to avoid the money in their wallets as much as possible. In order to turn the two from opposing positions to the same position, salesmen must not position their intention of approaching customers only on making money from them, otherwise customers will definitely stay away from us. Salesmen must be like Xiao Zhang, always consider the customers, consider the customers' money as their own money, and provide customers with suggestions that can add value and save money for them, so that they feel that we are sincerely providing services and solving problems for them, and no one can help them make the right decision better than us. In this way, customers can fully trust us, remove their psychological defenses against us, and accept us subconsciously. If we can achieve this, I believe our transactions will be easy to succeed. So, how can we consider issues from the perspective of the customer in sales?

(1) Learn to think from the perspective of others

If a customer wants to buy your product, it means that the customer needs this product in his life. As a salesperson, you should understand in detail why the customer wants to buy your product. The more information you know about the customer, the more you can put yourself in their shoes and introduce more suitable products to them.

(2) Learn to save money for customers

Customers want to spend the least money to buy the best products, but in fact this is impossible. The better the quality, the higher the price. However, the production costs of the same product will vary depending on the manufacturer. Therefore, salespeople should introduce products from the perspective of customers, so that customers can spend the least money and buy high-quality and low-priced products, thereby winning the recognition and respect of customers.

(3) Learn to give the decision-making power to customers

During the transaction, salespeople should do a good job of consulting, but do not make decisions for customers. Otherwise, customers will feel deceived by you, and even if the product is worth the money, they will feel unhappy. Salespeople only need to do a good job of introduction, and it is up to the customer to decide how to make it.