Sales skills and practical vocabulary of catering industry
Selling words is actually a persuasion skill, and it is a process for restaurant employees to change their views through information transmission. How can we make the other person change his attitude? The most effective way is to grasp the psychological needs of the other person and use these needs to formulate persuasion strategies, thus changing his attitude.
Selling words is actually a persuasion skill, and it is a process for restaurant employees to change their views through information transmission. How can we make the other person change his attitude? The most effective way is to grasp the psychological needs of the other person and use these needs to formulate persuasion strategies, thus changing his attitude.
The author Lan Xiaohua pointed out in "The Eloquence Skills that Leaders Must Master" that the task of selling words is actually to sell a symbolic way to satisfy people's psychology, and this demand is often hidden in the subconscious. Clever sales speech is aimed at the subconscious of the persuasion object and turns the subconscious into a driving force. In this way, we know that selling beer is actually selling culture, selling Coca-Cola is actually selling vitality and authenticity, and selling lottery tickets and insurance is selling future expectations. According to consumer behavior, consumers' behavior depends largely on their psychological needs hidden in their hearts, and combining sales speech with these psychological needs will impress them and make them change their attitudes. According to sales psychology and Lan Xiaohua, they summarized the eight sales psychology, which are easy to learn and easy to use.
The first lecture on sales rules 88: sense of security
People always seek advantages and avoid disadvantages, and inner security is the most basic psychological need. Persuading customers with safety is the most commonly used sales language. This kind of persuasion can be seen everywhere, for example, in the insurance sales speech, it is basically persuaded from the starting point of protection. In the field of automobile sales, if this kind of automobile safety system is very effective to protect the traveling family, it is definitely a strong argument for car buyers. For example, selling a house, telling customers that prices are rising, house prices are rising, and funds are shrinking, is not as safe as investing in a house. Another example is selling equipment. Buying this device can make the customer experience better and attract more customers. If you don't buy, your competitors will buy and take away your customers.
The opposite of security is fear. If safety can't impress the customer, you might as well scare him with fear. Selling children's intellectual toys says that it is a kind of scare not to let children lose at the starting line; It is also a scare to let customers observe mites in the skin to promote cosmetics; The salesman of an insurance company in Japan used a tape recorder to simulate the conversation between the deceased and Yan, and told the story of being punished for not buying insurance for his family, which was even more frightening. Scaring may be the most effective selling method.
The second largest sales speech of sales law 88: sense of value
Everyone wants his personal value to be recognized. In the Wenchuan earthquake, some beggars volunteered to donate money to the disaster area. In addition to kindness, I'm afraid there is a subconscious mind that wants to be recognized by society. Grasping the sense of value is also a key point. Advise to buy insurance, you can say: Buying insurance for family members means buying peace, which is the duty of a father and husband. ? 、? After using this equipment, the company's work efficiency will be greatly improved, which shows that you, the director of the equipment department, have a good eye for goods. ? . Selling barbecue machines? When my husband comes back with a tired body, how eager he is to eat a delicious meal, and how happy his heart will be when his wife brings a delicious barbecue. If you say that, I want to despise her if she doesn't buy it.
Self-satisfaction: the third largest sales statement of the sales law 88
Self-satisfaction is a higher level demand than personal value. I am not only valuable, but also have my own style and characteristics. This is also a common persuasion point in sales promotion. Buy a car: This car not only has good performance, but also has a unique shape and smooth lines, which is very suitable for successful people like you. ? They also sell barbecue machines. You could say that. When your husband and friends come home, you can cook them the same barbecue as the restaurant, which shows the tricks of your housewife. ? You can say to the director of the equipment department: With this equipment, the company can save 20,000 yuan within one year, and the efficiency will be greatly improved. The boss and colleagues will praise you as an excellent equipment director. ?
The fourth largest sales speech of the sales law 88: love and affection
Needless to say, love is the greatest need and desire of human beings, and it should also be the persuasion point of selling words. Do you know who the main audience of boxing matches in the west is? According to the survey, it is an elderly woman. Don't think that you don't need love when you are old. However, taking love as the persuasion point should be strategic, and we can't talk directly, especially if the other party is a woman. Nonsense, either find each other or find each other's boyfriend to smoke. We can't save you. To be good at using words to arouse the imagination of the other person, such as selling or selling barbecue machines, you can say to her: Husband's birthday, create a romantic and warm two-person world with red candles and flowers, serve a plate of barbecue and two glasses of red wine, and two people whisper and drink. What a happy feeling it will be to let your husband taste the mouth-watering barbecue and look at you who is virtuous, beautiful and delicious. ? Ok, stop (to go on is to find a cigarette) and let the wife imagine for herself. If you can make such a sales pitch, she won't buy it. Tell me I despise her with you.
Pro-emotion is another persuasion point in selling words, and everyone needs pro-emotion. For example, is it a promotion or a barbecue machine, which seems to be the same level as today's barbecue machine? Ha ha. You can say to that wife: On Sunday, when your family was sitting around the dining table, you served a barbecue with good color and flavor. When the children cheered, the husband praised them, and the family was happy. What a wonderful sight. ?
The fifth lecture of sales rules 88: sense of dominance
I control my life, and everyone wants to show their dominance. This sense of dominance is not only a kind of control over one's own life, but also a kind of confidence and security in life. This is the hidden demand of people, and it is also the persuasion point of selling words. I remember an interesting promotion case. One day, a gentleman took his wife (let's just say so) to a jewelry store, and they casually browsed a lot of jewelry. At this time, the wife cried gently. It turned out that she found a big diamond ring, which was very beautiful. After the two enjoyed this expensive diamond ring, Mr. Wang's face was slightly reluctant to ask about the price. All this was seen by the salesman who watched quietly. He quoted the price briskly and then said, This diamond ring was once seen by the ladies of a big country, but they didn't buy it because it was a bit expensive. Really? I saw this gentleman's eyes widen at once. There is such a thing, the gentleman asked. The salesman briefly told the story of the couple coming to the store that day. Mr. Wang listened with great interest, swept away his previous reluctance, asked a few more questions, and happily bought a diamond ring, his face full of pride.
Many times, people's sense of strength is manifested in the domination of wealth. In this sales promotion case, the salesman skillfully used sales words to meet the demand of dominance, and made the gentleman buy a diamond ring that his wife could not afford.
The sixth lecture of sales rule 88: root feeling
This is a relatively advanced psychological demand, especially for some middle-aged people who have made achievements and experienced ups and downs. The sense of belonging to roots is their pursuit, Lan Xiaohua said. It was a good sales talk for them. This is a psychological need that is difficult to grasp. It is the kind of mentality that returns to nature after prosperity and is practical after vicissitudes. For example, you can say:? This car is not expensive, but its performance is very good, especially its elegant appearance and concise lines, which are just suitable for people who have experienced wind and rain. ?
Sales Rule Lecture 7 88: Feeling at Home
Everyone should have a sense of belonging, otherwise that heart may be in an anxious state. Who am I? What is my group? Which group should I belong to? This is what everyone has to understand all his life. So there are many labels such as successful people, fashionable youth, housewives and petty bourgeoisie. Everyone under each label should have a certain lifestyle, and the goods and consumption they use all show certain sub-cultural characteristics.
Combining the product with this label and taking the product as a symbol of the target group is the focus of the sales speech. For example, if you buy a car, you can say: This car is fashionable and dynamic, which is a sign of cool people. ? For successful people: this model is generous, heroic, excellent in performance and fast, and it is the first choice for successful people. ? For housewives: That car is easy to operate, safe and comfortable, and it is equipped with a big trunk for putting all kinds of things conveniently. Suitable for shopping to pick up children, housewives choose. ?
The eighth sales law sales speech 88: Immortality
Although life will come to an end, no one will expect that day. Fear of death, fear of getting old, fear of losing face and fear of eternal love constitute people's pursuit of immortality. Some people spend money on fame, some people spend money on health, and some people spend money on face. Through this demand, it is also a common way to convince customers with sales words. For example, nutrition promotion: nourish the body early. If your body is damaged or aging, it's too late to make up for it. This product can fully regulate the mechanism of the body and effectively slow down the aging of various organs. After using it for a long time, you will find yourself younger and more beautiful. ?
Lan Xiaohua thinks that when you associate the product with the immortality he pursues, your sales words can easily impress him.
The above introduces the eight most commonly used sales words summarized by Lan Xiaohua. These sales words are all related to people's needs. From this, we can see a truth. If you want to impress people, you must start from the needs. Related links: sales psychology, written by Lan Xiaohua, interprets sales activities from a psychological point of view, involving psychology and marketing, and systematically and scientifically tells the application of psychology in sales activities with sales activities as the main line and related psychological terms. This paper introduces in detail the different stages of salespeople, the different psychology of consumers and how salespeople should face customers, which is believed to have a strong guiding role for salespeople.
Lan Xiaohua, a famous marketing guru, said that sales is a psychological war! Sales is a contest between heart and heart! This book combines many years of practical experience in sales, interprets various mysteries of sales psychology through case analysis, and provides action suggestions to help sales novices become sales veterans and help sales veterans become sales masters.
Insight into customers' psychological activities and guide customers to make a deal easily!
Every one of us sells it every day. Some people sell ideas, some people sell trust, and some people love to sell all the time in our lives. To learn how to sell, you must understand sales psychology.
Sales psychology studies the people involved in the sales process and the phenomena reflected by their behaviors. For example, after sale
In this process, you think that the customer may not sign the contract, which is a kind of self-awareness, so the possibility of the other party not signing the contract is really great. However, a self-consciousness says that if the other party doesn't sign the contract, then the other party really loses a golden opportunity and can't really appreciate the changes my product has brought to his life. People with this kind of consciousness can mobilize their inner consciousness and show their customers a stronger side when they encounter setbacks and rejections.
Lan Xiaohua said that sales is a process in which salespeople sell goods or services to customers in need through communication. In other words, the process of sales is a process of dealing with people. The lessons of countless failures, coupled with countless thoughtful thoughts, led to the final sale, which is actually a psychological contest.