When writing about the art of persuasion in business, one writer cites an incident from his own experience.

He writes:

I had a deal with a jeweler who dealt very well with my objections. He's really an expert on this. Here's the thing, my wife has poor eyesight, and the hands of the watch she uses have to be very distinct from the long and short hands. But such a watch is hard to find. It took a lot of effort to see that the merchant had one such watch. The watch has an unsightly appearance, and it is probably for this reason that it has never been sold. I think the price of 2,000 yuan seems to be a bit expensive.

I told the businessman that $2,000 was too expensive. He told me that the price was very reasonable. Then he said that the watch was accurate to a month, only two seconds away. I don't really mean how precise the time is. To prove it, I took out my wife's original watch and showed him, "She has been wearing this watch for a few hundred dollars for seven years, and this watch has always worked." He replied, "Oh, it's been seven years, and she should wear a different expensive watch." ”

When I asked for the price, I suggested that the watch was not good-looking. "I've never seen a watch that's designed to be easy for people to look at," he added. "In the end, we sold for 1,500 yuan.

As you can see from this story, once you get the hang of it, you can deal with the opponent's objections very tactfully.

Practice the following nine steps that will inspire you:

The first step is to write down the pros and cons of your product and other competitors before negotiating with the customer.

The second step is to make a note of everything you can think of that might be picked on by the buyer about the shortcomings or poor service.

The third step is to try to get critical opinions from people inside in the internal meeting. At the same time, let them practice answering critical comments before customers can give their opinions.

Fourth, when a customer raises an objection, understand the crux of the problem before answering it.

Fifth, once you understand the crux of the problem, you have to weigh it up and see if the problem is easy to deal with. If it is an easy problem to deal with, it can be refuted using the available evidence.

The sixth step is to use the counter-argument to answer the other party and induce him to answer you "yes". For example, when selling motorcycles, you can ask, "Are you bothered by expensive repairs?" And the other party's answer is likely to be yes. Since he's afraid of expensive and annoying repairs, you can take the opportunity to show him the advantages of the most advanced motorcycle in your shop is that you don't have to have it repaired as often.

Seventh, don't agree with the customer's objections, which will strengthen his original position and opinion.

Step 8: If the objection raised by the customer is easy to deal with, you can immediately identify the arguments and convince the other party to agree with your explanation. For example, when the other party says that the repair of a high-end motorcycle is also expensive, you can introduce its low fuel consumption, durable parts, long life, long trouble-free time, etc., in more detail, so that he agrees with your conclusion about "careful comparison, or buy high-end cost-effective".

Step 9: If the customer asks a difficult question, you should answer it in a possible tone, and then point out some other advantages that are beneficial to the customer, and you can adopt a strategy of avoiding it.

In convincing a customer of an objection, we must let the customer know that we understand his point of view. Not only do you have to express your understanding, but you also have to induce him to answer you "yes". When a problem is difficult to refute, it is important to avoid going with the flow and instead try to turn the subject back to emphasizing the benefits of the product to the customer.

The same principles can be applied in other aspects of daily life.

When the buyer presses the seller to be willing to reduce the price, it is necessary to start bargaining with him immediately. On the contrary, the seller should try to increase the selling price as much as possible before the transaction begins, so that there is room for bargaining. But this is not a haggling price or an exorbitant price, everything should be within a reasonable range.

When you buy something, don't emphasize that the quality of the thing is good, the service is considerate, etc., which will make it difficult for you to bargain. If the seller knows that you are satisfied, he will stick to the high price and will not want to lower the price again. A successful buyer causes the seller to worry about whether the deal will be done from the beginning of the negotiation until the bidding. So you have to try to find fault with the shortcomings of the product, which will make him bid lower. As for the need for fast delivery or special after-sales service, it's never too late to talk about it slowly.

Why is that? Because once the price is agreed with the seller, he will not want to lose the whole deal because of small problems in delivery, service or quality. So by grasping this principle, you will easily get cheap and high-quality products. You'll be a successful buyer. Isn't that saving you money invisibly?

From this point of view, the persuasion in the business field, whether as a buyer or a seller, revolves around a core: shouting fiercely! When the seller bids higher and the buyer bids lower, it will create a favorable environment for itself.

A good business negotiator must know the following three points:

If the buyer bids lower, it will often be able to close at a lower price.

If the seller bids higher, it will often be able to sell at a higher price.

Sellers with surprisingly high bids tend to make excess profits if they are able to stay the course, provided that negotiations do not break down.

The same is true when it comes to making large trades. As a purchaser, you must first point out to the supplier what makes you difficult in terms of its products and services, and then you can be more proactive in bargaining.

When using this strategy, it is important to pay attention to the high outcry. Be slow to give in. In this way, the negotiator can weaken the opponent's confidence in the first place, while also taking the opportunity to test the opponent's strength and observe the opponent's position.

If you are a buyer, the bid should be low, if you are a seller, the bid should be high, but remember that the bid and outcry must be reasonable, and do not be rash and affect the whole transaction, or even lead to the interruption of the transaction process. The various means of persuasion in the transaction cannot be used.

To become a master of persuasion in the business field, in addition to skills, it is more important to have certain basic qualities. Here, based on many years of experience in the business industry, nineteen qualities are summarized.

(1) Knowledge

As the saying goes: knowledge is power. Whoever you want to be a good practitioner must have a lot of knowledge about products and customers. If a salesman doesn't know much about his product, when asked, he doesn't know this and doesn't know that, and he will inevitably lose customers. If we can answer our customers' questions in a rational and interesting way, we will be able to inspire our customers' confidence and desire to buy.

(2) Enthusiasm

Are you passionate enough about your own work and goods? How should you show your enthusiasm to customers when selling and convincing your products so as not to live up to their expectations? As long as you have enthusiasm, even the greatest prejudice and resistance can be easily overcome. If you lose your enthusiasm, you lose your vitality. If you're no longer passionate about what you're doing, try to change jobs or you won't be able to accomplish anything.

(3) Utility

When you convince customers to buy your products, you should ask yourself what services you can offer them. Can you offer new ideas, proposals, or special services? The customer is also a human being, and if you are willing to serve him, he will be quick to realize it. The stronger this willingness, the more sincere the customer will return. That's why we are committed to the pre-sales and after-sales services of our products.

(4) Imagination

Napoleon once said that imagination rules the whole world. Imagination combined with skillful language allows you to vividly describe the value of your product and its benefits to your customers. Constructive imagination can often dispel a lot of resistance from the customer and make him accept your product.

(5) Constructiveness

The ability to make words and actions constructive is of great value in sales. This ability will make customers respect you from the bottom of their hearts and trust you. Don't criticize other people's suggestions until you have a better solution. It is easy to criticize others, but it is not possible for everyone to make constructive suggestions. As long as you have a constructive attitude, you can be a welcome visitor. Otherwise, the customer will prevaricate you with the excuse that you are busy right now, and you will taste the pain of closing the door.

(6) Creativity

The ability to be creative is an indispensable ability for a salesman to sell a product. Whoever creates the need to come will have the opportunity to sell first. Therefore, whether it is creating products that adapt to new consumption, or creating a unique sales plan, it is crucial to win.

(7) Easy to get close to

This personality is the most important quality of a salesman. What creates a sense of intimacy with customers is the salesman's bold attitude and actions. The English poet Philip Sheinney said; "Friends trust each other with things, don't hesitate with big things, don't forget with small things." It's also a big lesson for salesmen: show camaraderie at work.

(8) Appearance

Some people think that politeness is insignificant when a salesman deals with a customer. From the moment the salesman steps through the door of the customer's office, his every move becomes the object of the customer's attention, and even the tone of the conversation is quite important.

(9) Nightstime wrists

A salesman with this quality can get along with customers happily and not make them confused and hesitant. Skillful use of diplomacy can resolve customer grievances without arguing. Therefore, a combination of keen and profound insight and excellent judgment will be able to exert the efficiency of a salesman.

(10) Sincerity

If you have sincerity in your heart, you will naturally have a frank attitude and tone, and it will be easy for customers to understand the truth in your conversation. If there is no sincerity, it is easy for the beautiful words to be sold and lose the sense of authenticity.

(11) Faith

When you market and introduce products to customers, you must fully express your confidence in the product, the company and yourself. With even a slight wavering in your confidence, customers will immediately be able to spot it in your attitude and words, making it difficult for you to speak to others.

(12) PatienceIn order to overcome the customer's resistance, you must have a lot of patience. If you feel that the other person is interested in buying your product, you should give up and continue to visit the other person, and don't give up because you are embarrassed. As long as you grasp the subtle psychological changes of customers and skillfully visit more people, you will definitely be able to reduce the stubborn resistance of the other party.

(13) Say the month

Pitching attitude, service, price, payment terms, etc., no matter what persuasion is to facilitate every aspect of the sales process.

(14) Enterprising

Aggressive salesmen tend to be one step ahead of their negative competitors to succeed. A motivated and enterprising salesman often hints to customers that he is interested in the deal and is ready to offer his services. An enterprising salesman who is always ready to go anywhere and knows what is right for the place.

(15) Courage

Although some people are self-righteous, they have the courage to argue with others at any time. But as a salesman, it's better to agree with the customer than against it. Courage should be manifested in supporting one's own ideas and ideals, and become the motivation to pursue career goals.

(16) Adaptability

A good salesperson should be able to adapt to any situation. Because no matter what kind of sales job you are engaged in, the situation of various jobs is often extremely unstable, and the people you meet are also very different. Therefore, as a salesman, you should be quite psychologically prepared, especially for customers who are uncertain, you should be on guard in advance, in case the other party is hesitant and regretful. Adaptability does not mean that the salesman agrees with the other party's opinion, but that he should have the ability to adapt to the customer's psychological dynamics at any time.

(17) Thoughtful

Salesmanship, like any other job, is often a trivial matter that has the effect of influencing the big picture. Therefore, as a salesman, whether it is in the social communication with customers or in the formal business negotiation, you should think carefully and think well, so as to seize every sales opportunity.

(18) Judgment

Judgment is the ability to be formed gradually through the accumulation of experience. It will guide you on how to apply your skills effectively when pitching. Judgment can determine the appropriate conversation, discussion, and even tell you when to retreat.

(19) Diligence

The career of a salesman must work and work, and work constantly. No matter what your hopes and goals are in sales, if you want to make the sales pitch successful, you must go all out. Whether ancient or modern, Chinese or foreign, the results of all sales work are inseparable from hard work.

If you have the qualities you need, you will be able to convince customers and sell your products well. You can make people who were originally indifferent to this product become your customers.

The quality of the salesman is related to the rise and fall of the company, so it has the reputation of the company's pillar. Therefore, just as the development of a company requires an understanding of its competitors, a salesman must also be familiar with the competition of his peers. The more you know your rivals and their weaknesses, the better you can win, and the more effective you are at making sales pitches and lobbying. At the same time, the more a salesperson can reflect on his or her own sales methods, the more likely he is to identify possible troubles and shortcomings, and to replace sales methods that may have become obsolete with new techniques and ideas. So, a clever salesman is a jack-of-all-trades.

Persuasion doesn't have to be through language to play a role in sales. For example, advertising is also one of the forms of persuasion.

Stroll through the streets and street ads are everywhere. Large billboards are not only eye-catching during the day, but also easy to attract the attention of pedestrians even at night. In particular, the neon light advertisement in front of the store is even more eye-catching. This kind of propaganda and persuasion is far more effective than shouting the name of the company and the brand of the product everywhere.

The window is a silent salesman who truly represents your business. This kind of persuasion can also be effective.

Constantly showing the meaning of "new" in persuasion will also bring new benefits. Although it is not possible to move the business address frequently, it is still possible to change the way the products are displayed frequently, constantly changing the layout of the kitchen window and changing the packaging of the products at any time to give customers a refreshing feeling. At the same time, once you have a new product, you should seize the opportunity to promote the new product to gain the overall social impact of the company. This kind of opportunity is often a sales pitch opportunity that money can't buy. All of this is due to the word "new", which is a powerful weapon when it comes to sales.