Thesis - On Communication Skills in Sales Promotion On Communication Skills in Sales Promotion Professional Class: Marketing 1 Class Student Name: xxx Instructor: xxx Abstract In our work and life, we need to communicate to understand each other, so the communication is very important and in the vast sea of people to find the customer has a need for their own products is not an easy thing, and the effective communication of the message to the target Effective communication of the message to the target customer has become more and more difficult. Promoters looking around for customers to be effective, the product to demand conversion, and effective communication with consumers is particularly important. This paper mainly describes the concept, type and process of communication, analyzes the sales process in the middle of communication and the practical significance of effective communication, so as to lead to the enterprises should pay attention to improve the communication skills in sales promotion at the same time also put forward how to effectively use some of the communication skills in sales promotion as well as how to remove obstacles to the sales promotion skills. Keywords: communication; communication skills; skills; salesmanship I. The concept and types of communication and its process (a) The concept of communication: mainly refers to interpersonal communication in social life, is the sender of information and the receiver of information between the information interaction can be understood as a process of transmission or exchange of information in two or more groups of people. Correctly understand the concept of communication, need to grasp the following points: 1, communication is the transmission of meaning; 2, effective communication is the two sides can accurately understand the meaning of the message; 3, communication is a two-way, interactive feedback and understanding process. (b) Types of communication: 1, verbal communication (oral communication, written communication) 2, non-verbal communication (eye behavior, expression) 3, body language and body movements 4, dress 5, style of speech 6, interpersonal space (c) The communication process Communication is a complex process, and any communication is the process of sending: temporarily transferring information to the receiver. The process of communication can be broken down into the following steps: 1, the source of information: refers to the person who sends the message. 2, encoding: the sender translates this information into a series of symbols that the receiver can understand, such as language, text, diagrams, photographs, gestures and so on, i.e., the message. 3, delivering the message: the message is passed to the receiver through a certain channel (the medium). 4, decoding: the receiver will be the channel loaded with the message translated into a form he can understand the form. The process of decoding includes three parts: receiving, decoding and understanding.5. Feedback: the receiver sends the information he understands back to the sender, who verifies the feedback and makes the necessary corrections. The feedback process is just the reverse process of information communication. Second, communication and effective communication of practical significance at present, in the market economic system, all walks of life can be said to be a variety of products and services. However, there are few characteristic products and services directly facing the final consumer. This requires salesmen to communicate effectively with customers. In order to do so that consumers understand the product, through the communication of some of the skills, from the strategic aspects to discuss how to improve the effectiveness of verbal communication, in order to achieve the consumer to buy the product, so that the business to promote the product more effectively. Third, the enterprises should pay attention to improve the sales promotion in the communication skills Currently, with the continuous improvement of the income of urban residents, the quality of life continues to improve, consumer demand tends to be active, the continuous upgrading of residents' consumption also presents new trends. These changes force businessmen should take appropriate consumer decision-making in order to better preserve themselves. We have reason to believe that we have entered the era of active marketing. In such a new era, who first mastered the game planning and game skills who can run in the forefront. Fourth, how to use communication skills as a salesperson, the expression of communication power is more important. Modern commodities are various, but life necessities only food and color, after the basic level of satisfaction, other derived from the fact that are non-essential commodities. How to stimulate customers' desire to buy non-essential goods is the subject of marketing. Therefore, people who are good at expressing themselves can make good use of this natural ability. However, if you don't have enough professional knowledge and you win only by your power of expression, you will be recognized as a person who is not what he says he is, and you will be ridiculed as a pure showman and lose your trust. So there are still good and bad qualities in this trait, and it's important to utilize it well. Specifically, let's explore how we use communication skills in the marketing process and how to use these skills to achieve the marketing process. (A) to make a good first impression in selling products, first of all, to sell themselves to customers, which is called "sales in the sales pitch". "Sales in the sales pitch" response is an important concept in the sales world - "to successfully market the product, the first successful marketing themselves". According to relevant statistics, 80% of the reasons for the failure of salespeople is because the first impression left to the customer is not good. That is to say, many times, before you even open your mouth to introduce the product, the customer has decided not to communicate with you further. Since the first impression left by the customer is so important, then the sales staff should be how to leave a good first impression of the customer it? 1, dressed appropriately as the saying goes, the Buddha by the gold, people rely on clothing. To a certain extent, the role of decent dress on the role of sales staff is equivalent to a pleasing label for the role of goods. The so-called decent dress is not to require all salespeople are dressed in gorgeous. In fact, flashy clothing may not be appropriate for all people, all occasions, and it may not always be recognized by the customer. As a professional salesperson, you must choose the right attire for your industry. In the choice of clothing, sales staff should pay attention to one thing, that is, regardless of any kind of clothing, must be neat, bright, and clothing with must be harmonious, do not want to pursue novelty and dress themselves up in an unorthodox way. To this end, salespeople really need to pay attention to the extraordinary temperament around the boss or colleagues, as well as more professional magazines or television programs, etc. 2, generous manner, calm attitude if the dress embodies the outer beauty of the salesman, then the generous manner and calm attitude should be reflected in the inner quality of the salesman. The inner quality of the salesman is actually equivalent to the texture and grade of the goods. Salesman's every move will form an impression in the minds of customers, this impression will ultimately affect the customer's view of the company's products as well as the overall image of the company. 3, maintain self-confidence, without being overbearing sales promotion process is sometimes like the amount of buyers and sellers in some areas, whether it is a salesman or a customer, in fact, can be felt from time to time this kind of competition. Perhaps only those salesmen with excellent performance know that the process of communicating with customers can actually become a pleasure, and the sales campaign itself not only for your company to bring profits, salesmen to increase performance, but also more so that the needs of customers to be satisfied. When you realize that after these, as a salesman, you still have what reason to be in front of the customer to show fear? (B) the lubricant of effective communication - non-verbal communication non-verbal communication refers to the expression of feelings, actions, gestures, etc. to achieve the purpose of communication. Some experts believe that the composition of the components of communication, non-verbal communication accounted for 90%, verbal communication accounted for 10%. 1, body language Instrumentation and expression of emotion: the main test of the instrumentation of dignity and generosity, neat and clean clothing, standing and sitting posture, language, clear and euphemistic, expression of concentration, can shorten the distance between the main test and the subject, increase the subject's sense of trust, sense of security. Regulating action: mainly regulates and maintains the communication. The main test in the operation of nodding or affirmative gaze and other signals to encourage the subject to continue. 2, touch It is a kind of non-verbal communication of a kind of action, mainly to play a caring, soothing role, can alleviate the fear of the subject. Such as patting, holding and so on. However, it should be noted that should be based on age, gender, culture, customs and other different factors to choose to use, or cause negative effects, resulting in passive work. Humor and drama master Sami * Morshiu said: "The body is the glove of the soul, body language is the words of the heart. If our senses are sharp and open enough and our eyes are sharp enough to capture the information expressed in body language, then speech and interaction will be much easier. Recognizing body language is tantamount to opening an avenue of direct communication and unimpeded access to one another." The tongue is easier to control than the body, and our body language expresses more clearly and unambiguously than words. The body's response is usually direct and uncompromising, and words can then be treated with polite modifications. Body movements can cause conflict and harm if they are not careful, and how stiff and rigid is the person who doesn't use gestures to assist them in their speech! Basically, if you want to express a message, it is absolutely impossible to do so without the involvement of the hands or arms. Therefore, reading the other person's body language and responding accurately can also lead to effective communication. What's more, people who really know how to listen with their hearts and observe with their eyes can truly grasp the true meaning of communication skills. (C) the human gaze is also one of the means of communication I do not know if you have had such an experience, when you first meet a stranger, when your eyes meet the moment, you have a good feeling about him, and on other occasions, you see another stranger, your heart will have a kind of estrangement from him, I've been there many times such a situation, therefore, I think the use of the eye Therefore, I believe that the use of the gaze has a very powerful effect on the persuasive power of words! Eyes are as effective as words in conveying persuasive ideas. In your conversation with the customer, if each other for a long time to avoid the eyes, will be quite dangerous things, which at least show that your conversation does not have any effect. Fifth, in the sales process in particular need to pay attention to the method (a) interpersonal communication skills I'm afraid is now the most useful personal success of the basic skills, now the business operation most need to communicate, but also the most lack of communication, so mastering this method and skills is very important! Regardless of anyone's need to communicate with people to achieve cooperation and to deal with more people! ---- As far as salesmen are concerned, in fact the biggest loss or cost of a company is its salesmen in the wrong line of marketing, do not look at how many products you sell, but to examine how many customers lost. In addition, we must also pay attention to the following points: 1, improve professional knowledge of good salespeople to be familiar with and have the relevant professional knowledge of the industry and products with which they are engaged. With good product knowledge and industry knowledge, you can make the communication of words, persuasive, let the customer feel that he is in and a professional in the industry to communicate, so that the customer convinced, and then win the customer's trust. 2, the exercise of the ability to deal with people to deal with the ability to need to be honed and experience in life and want to quickly improve in a short period of time is unrealistic, only in ordinary life, pay more attention to, learn, know the ways of the world. Learning, know the ways of the world. Sales staff to be able to taste from the customer's words between the lines of the customer will be in the face of different preferences, different personalities of customers, will be at ease, easier to draw closer to the customer's distance. 3, the purpose of a clear, straight to the point sales staff in communication with the customer, gabbling, can not express their own intentions to understand the results of the communication failure. This situation can easily occur in the telephone contact, say more, not necessarily leave a good impression of the customer, and sometimes even counterproductive. "Time is money", communication is as simple as possible, simple pleasantries, to open the door, to the point, so that the other party to understand your intentions, to avoid causing the other side to understand the bias. Foreign trade novice, foreign trade knowledge, foreign trade English, foreign trade customs clearance, foreign trade documents, foreign trade quotes, foreign trade English, underwriting tax rebates, logistics and freight forwarding. 4, to do a good "listener" communication masters even when they disagree with the customer, but also the first to express certainty, wait until the other side to speak, and then stand in the customer's point of view to talk about their own views, it is easier for the customer to accept your views. Easier for customers to accept your opinion. Affirmation from time to time, will not just interrupt each other's speech, is to express the customer's affirmation and respect, which is in the initial win communication success of one of the components. Some salespeople do not wait for the other party to finish speaking, out of context rebuttal or interjections, this will make the customer feel not respected. Listening will allow you to better understand each other's ideas, for the final signing, laying a good foundation. Sixth, to rule out obstacles to sales promotion skills. (A) to rule out obstacles to customer objections if you find that the customer wants to talk, since the party should take the initiative to talk less, and bluntly ask the other party to fully express their views, in a free question and answer way to sincerely exchange views with the customer. For the bias that is difficult to correct for a while, the topic can be changed. Malicious objections, you can "play deaf and dumb". (B) remove the price barrier when customers think the price is high, should be fully introduced and show the characteristics and value of products and services, so that customers feel that "a penny a penny"; the view of the low price, should be introduced to the pricing of low reasons, so that customers feel that good value for money. (C) to remove the obstacles of habitual forces to introduce customers unfamiliar products or services, and compare them with the products or services they are already familiar with, so that customers are willing to accept new consumer concepts. Conclusion method is skill, method is a shortcut, but the person who uses the method must be skillful. This requires salesmen to consciously use these methods in the daily sales process, on-site drills, to achieve the effect of "conditioned reflex". When the customer suspects what is the case, the brain does not need to think, the response to the method of export. By then, in the customer's mind is really "in addition to the transaction, there is no choice". "Winning the hearts and minds of the world" is both the way of governance, but also business sense. When we deal with the relationship between themselves and customers, grasp the scale of take and give, and correct the position of faith, righteousness and profit, to cooperation **** win the mindset, to build the benefits **** enjoy the cooperation platform, so that each partner is profitable, each become a winner, our business, our business, our society, can not develop? Can not harmonize? Therefore, smart salespeople in dealing with customers, on the surface is the customer's friends, brothers, relatives, and the actual work is still based on their own responsibilities, specialties, ability to promote sales, operation of the market, control of resources, so as to get both fame and fortune. Above mentioned many skills need to be flexible in marketing practice, to learn by example, in the experience of growth, in the use of sublimation. Marketing personnel as long as the ability to have the many above, in order to compete in the future market as a tiger with wings, slack, across the board, thus enabling themselves to win a hundred battles, always standing at the head of the tide of the times, to become the tide of the new era as well as the strongest in the market, so as to live up to the title of this glorious and great marketer. As the main body of the company, it aims to cause enterprises to pay attention to the training of their own business elites - focusing on communication skills and improving communication effects. At the same time, it also provides reference for front-line business personnel to carry out successful sales promotion. Acknowledgements This thesis was completed under the careful guidance of the instructor. The instructor's profound professional knowledge, rigorous attitude to learning, work style of excellence, the noble teacher's morality of teaching people tirelessly, the noble demeanor of disciplining oneself and treating others with leniency, and the charisma of simple and approachable personality have a profound impact on me. It not only made me set up ambitious academic goals, mastered the basic research methodology, but also made me understand a lot of truths about how to treat people and deal with the world. From the selection of the topic to the completion of this thesis, every step is completed under the guidance of the tutor, and the tutor has poured a lot of effort. I would like to express my high respect and heartfelt thanks to my supervisor! References:[1] Sun Bin Yi. Integrated Marketing Communication. Shanghai People's Publishing House. 2006, 03 [2] Harold Konczi. Management. Economic Science Press. 1993, 4, 78-89 [3] Wei Xue. Modern Marketing Communication. 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