Touch the hearts of customers - give them a reason to spend

作者：admin  点击次数：23  发布时间：2025-03-18

There are hundreds of providers of the same product or service. Why do customers choose to buy our products? Before we sell our products to customers, we must give them a reason to consume. So what is this reason? Is it the quality of the product or the service? There are many competitors with similar products or services that are better quality and more thoughtful service than us. Is it our low price? If we want to fight a price war, other competitors can also accompany us to the end. In fact, what really attracts customers is not only quality and price, but more importantly, we have touched the hearts of customers at a certain point in the sales process. Only by touching the hearts of customers will customers be loyal to us.

1. Tell a good story and sell one more product

In our country, many people like to read stories. It can be said that stories have always been talked about by people. Because of this, newspapers, TV stations, and radio stations often start with stories in order to attract the attention of the audience. In fact, "telling stories" is to "describe" a "future"; "reading stories" is to let readers "experience the future in advance."

Radio and broadcasting are still like this, so as a salesman, you can also use storytelling to ignite customers' desire to buy. The art of selling products lies in how you communicate with customers, whether you stay at the product level or go deep into the emotional level. Generally speaking, those salesmen who are active and good at dealing with people are not only optimistic by nature and quick-thinking, but each of them has excellent eloquence - good at telling stories.

Some experienced salesmen attract customers' attention by telling stories, create customers' consumption needs, and then push customers' demand for goods from the "need" level to the "want" level. "Need" generally belongs to the rational level of demand; "want" belongs to the emotional level of demand. As a salesman, in the process of selling products to customers, you must realize that it is "need" that creates the customer's desire to buy, and "want" triggers the desire to buy. Let's take a look at the story told by the excellent salesman David:

David is an excellent salesman. He initially worked as a salesman in a car retail store. One day, an elderly couple came to the store. They wanted to buy a car, but they were always hesitant. They had come to the store for the third time. Although several salesmen tried to persuade them to take immediate action, they failed.

Faced with their hesitant attitude, David decided to try a new method.

After a brief greeting with them, David said calmly: "The price of the car you want to buy is $9,600."

When the lady heard the price, she immediately said: "The price is too expensive."

David asked back: "Madam, is the price too expensive?"

The lady said without hesitation: "Yes! The price is too expensive!"

David asked again: "Madam, can I ask you? Are you talking about the price or the cost?"

The lady looked up and asked in surprise: "What do you mean by this?"

David hurriedly explained: "Madam, I want to clarify this issue, okay?"

The lady saw David's polite appearance and said: "It's okay, please speak."

David said slowly: "This happened a few months ago. I was going to pave a lot of asphalt on the road in front of my house. In order to ensure that the money I spent was worth it, I conducted a preliminary investigation. I believe everyone would do the same. You have no different opinions on this issue, right?"

The lady nodded in agreement.

David went on to say, "I don't know much about asphalt, asphalt laying and construction. However, I know that as the foundation of the road, gravel needs to be laid more than ten centimeters thick, which will of course affect the price of the construction. Of course, like everyone else, I signed the contract at the most favorable price. However, in less than two months, I found cracks and bulges on the road surface, and in less than a year, the asphalt was all peeled off. I spent another $6,000 to repair it."

When David said this, he saw that the lady was listening with relish, and continued, "Madam, price is only a temporary problem, while cost is a long-term problem. As long as the product you choose is yours, there will be a cost problem. Do you think that instead of buying that kind of low-quality product and having to pay for repairs many times, it is better to buy a good quality product at a reasonable price and pay it once."

After listening to David's words, the two elderly people looked at each other. After a long while, the lady finally said, "Let's do it! Let's buy this car."

From the above story, we found that David cleverly used his own personal example to stimulate the customer's desire to buy in the process of facilitating the deal. This is the secret of his ability to easily close a deal that others have failed to close several times.

Generally speaking, customers tend to buy cheap goods. Bill in the story made customers associate with the example of regretting buying cheap goods, and thus sympathized with the customer on the relationship between price and cost. Of course, the deal was a sure thing.

Therefore, as a salesman, you can successfully sell your product by telling the customer a story, bypassing the "iron gate" of the customer's mind, and injecting your product directly into his heart.

At a Xinri electric vehicle store, a customer asked the salesperson: "The most popular ads on TV are for Xinri, Emma, ​​and Yadi. What are the differences between you?"

The salesperson smiled and said: "Brother, I know you have paid attention to electric vehicles since you asked this question. It seems that you are quite professional. How is the Xinri brand? What are the well-known trademarks in China, the products exempted from inspection in China, and the electric vehicles designated for the Olympic Games and the World Expo? I don't need to tell you much. I will tell you a story. Last month, an old man from Qianguo Village came to buy a car. Do you know Qianguo Village? Yes, it is next to Ma Temple. He didn't know much about cars, so he came and asked about your brand. I gave him He said, 'Uncle, whether a brand is good or not is not for the customer to say, but for the customer to check it. Needless to say, the brand with many people riding it is also a good brand. Uncle, move a stool to sit on the roadside and count how many electric bikes that passed by were from Xinri.' He moved a stool to sit under the tree and smoked (pointing to a tree in front of the store). The old man counted and found that Xinri had the most. In the time it took to smoke a cigarette, 8 cars passed by. Without saying a word, he came back and pushed one. "

Through this story, the shopping guide euphemistically expressed that Xinri had the most sales, and products with large sales were good, and indirectly pointed out the difference between Xinri and other brands. Others talk about how many consecutive years of sales have been the first, and how many tens of thousands of units are sold each year. These data cannot enter the hearts of customers. First, he suspects that the authenticity of your data is fabricated, and second, even if you sell more in other places, why don't I see it in your store? The customer was happy when he heard it. He directly had the idea that Xinri sold well in this store and it would not be wrong to choose Xinri. He was moved in the process of listening, and the subsequent transaction was a matter of course.

We all grew up with stories from our grandparents or parents. We reject big truths, but we don’t reject stories. Parents always pass on the ideas they want to express and the views they want to instill in us through stories. Stories have plots and are fun, leaving enough room for the listener’s imagination. Storytelling is an efficient way of expression, and the sales of products are inseparable from stories related to the products.

In the same store, a customer asked whether the frame of the electric car was solid. The shopping guide told another story: "Do you know the motorcycle city in the back street? There is a motorcycle seller named Xiaowei. He comes here to buy a car professionally. When he comes, he grabs the front handle without saying a word (dai homophonic, pull it hard and throw it away), and then says that your car is good. I asked him, how do you know that Xinri’s car is good by grabbing it like this? He said that to see if the car is good, look at the frame first. When the front handle is grabbed, the frame will shake. See how many times the rear of the car can stop after shaking. Your car stopped in two times, and the frame is good."

If it is not enough, the shopping guide will add another story "Did you see the electric car acrobatics show on Jianshe Road last month? The people were riding this car, with 6 people sitting on it. Of course, they were acrobats and could ride, but our car can handle 6 people, the frame is amazing. If you don't believe me, come and try it!"

Ordinary shopping guides usually say that they use high-quality stainless steel, seamless steel pipes, and seamless welding, and that they have not cracked after tens of thousands of vibration tests. When the shopping guides recite these selling points, they look back and see the customer's numb face. This kind of old Wang selling melons-like explanation does not resonate with the customer. Knowing the product is what a shopping guide must do. Being able to recite does not mean being able to speak. Being able to speak requires explaining in a simple and easy-to-understand way to help customers establish product associations and enhance perception. In addition to the physical characteristics and patent features of the product, it is also necessary to pay attention to the spiritual level of the customer, so that the customer can make self-judgments comfortably and with interest. A hard chair is not very comfortable to sit on, but it is very comfortable if you put a cushion and seat cushion on it. The functional characteristics of the product are a chair, but this chair is one-sided and incomplete, which makes people uncomfortable. Why not use stories as cushions and seat cushions to make everyone comfortable?

A good story can not only create a comfortable communication atmosphere, but also arouse customers' interest in understanding, and can unconsciously make customers trust and subtly persuade customers. A seemingly unintentional little story can resolve customers' great resistance.

Of course, the story cannot be separated from the customer's life scope. Qianguo Village, Houjie Motorcycle City, and Jianshe Road are all well-known to customers. Familiar names and place names can impress customers. If you sell products in the countryside and tell stories about the city, and you sell products in China and tell stories about foreign countries, the resonance with customers will be reduced. The purpose of storytelling is to resonate with customers, and resonance must be consistent in frequency. If you say that you are talking about something that customers are not familiar with and cannot feel, this resonance cannot be established.

When telling a story, you also need to confirm the customer's familiarity with the things you are talking about, and you also need customers to participate in the story. When telling a story, there should be interactive questions and answers, such as the story of the brand. The shopping guide deliberately asked if you knew Qianguo Village? It is to let customers participate, and let customers and you imagine together while getting information feedback.

Stories are like the cushions of chairs, the sunshine on the earth, and the seasonings in delicacies. They can touch and touch the needs of customers in the most gentle way. There are many language skills in sales, and storytelling is just one of them. But if you use one trick to the extreme, you can succeed. Sort out how many brand stories you have? Selling point stories? After-sales stories? When you have a huge story library, you can easily pick it up when selling, and the deal will come quietly. Telling a good story can sell one more product.