王榮耀金牌導購員促銷員實戰(zhàn)銷售技巧（WANGRONGYAOGOLDMEDALSHOPPINGGUIDEPROMOTERSACTUALSALESSKILLS）TEACHERPROFILESASAHI,ASENIORLECTURERATTSINGHUAUNIVERSITYBUSINESSSCHOOLDIRECTOROFSALESANDMARKETINGMAGAZINETRAININGSPECIALLYAPPOINTEDPROFESSORANDSENIORTRAINEEOFPEKINGUNIVERSITYHAVEDOZENSOFFAMOUSCHANGYUGROUP,HENGGROUP,39GROUP,TAIYANGSHENGROUP,YANGSHAOGROUP,CONBAGROUP,SHEDIANGROUPANDOTHERCOMPANIESHAVEDONEBUSINESSTRAININGEDUCATIONALBACKGROUNDGRADUATEDFROMSHANXIINSTITUTEOFFINANCEANDECONOMICSIN1983FAMOUSTEACHERARTICLETERMINALCONSTRUCTIONANEWWAYOFMARKETOPERATIONCUSTOMERLETTERSALESPROMOTIONHOWDOPRICECONTROLANDTERMINALCONTROLFAMOUSTEACHERWORKSEDITORINCHIEFOF“TERMINALMARKETINGMANUAL“,WONTHENATIONALBESTSELLINGBOOKAWARDEDITOROF“PRIVATECOMPANIESSALESMANAGEMENTANDCONTROLESSENTIALS“,REPRINTEDMANYTIMESCONTINUOUSLYEDITOROF“ERAOFENTERPRISEOPERATIONANDMANAGEMENT“,BYTHENATIONALDIGITALLIBRARYCOLLECTIONTHEPREPARATIONOF“GOLDMEDALSALESMAN“TRAININGMATERIALS,ASETOF6WRITE“WINEPRODUCTS,RESTAURANTS,SALESBROCHURES“INSALESANDMARKETING,THEBUSINESSWORLD,CHINESEANDFOREIGNMANAGEMENT,WORLDMANAGERSDIGESTANDOTHERMAGAZINES,PUBLISHEDMORETHAN300ARTICLESONSALESANDMANAGEMENTPRODUCTIONOF“SELLINGWILLWINGOLDSALESSUCCESS“,“PROMOTION“,“TACTICSTODEALERSSELLINGENTERPRISESALESCHANNELDEVELOPMENTANDMANAGEMENT“,“GOLDSALESSALESSALESOF4SETSOF“COMBATSKILLSTRAININGDVDBRIEFDESCRIPTIONOFWORKSCATALOG“GOLDMEDALSHOPPINGGUIDEPROMOTERACTUALCOMBATSELLINGSKILLS“FIRSTTALKSHOPPINGGUIDEFACETOFACESALESWITHCUSTOMERSFIRST,SHOPPINGGUIDEWITHMOUTHSALESFROMTHEENTERPRISEPOINTOFVIEW,SHOPPINGGUIDETOPROMOTESALESFROMTHECONSUMERPOINTOFVIEWSHOPPINGGUIDETOHELPCUSTOMERSBUYTWO,THEROLEOFSHOPPINGGUIDE1,CORPORATEIMAGESPOKESMEN2,THEBRIDGEOFCOMMUNICATION3,SERVICEAMBASSADORTHREE,SHOPPINGGUIDEPROMOTERSRESPONSIBILITIESFROMTHECUSTOMERSPOINTOFVIEWTHEJOBOFTHEGUIDEISTOHELPTHECUSTOMERMAKEAWISECHOICEWHILESHOPPINGSTANDINTHEENTERPRISESPOINTOFVIEWSHOPPINGGUIDESRESPONSIBILITIESINCLUDEPUBLICITYBRAND,PRODUCTSALES,PRODUCTDISPLAY,COLLECTINFORMATION,DRIVETERMINALCLERKSALESOFPRODUCTS,FILLINREPORTS,OTHERTEMPORARYTASKSANDWORKSHOPPINGGUIDETOUNDERSTANDTHEFIVEASPECTSOFINFORMATIONMARKETCONDITIONS,COMMODITYINFORMATION,STOREINFORMATION,COMPETINGGOODSINFORMATION,ANDOTHERCIRCUMSTANCESFOUR,SHOPPINGGUIDEPROMOTERSTHEBASICQUALITYSHOPPINGGUIDEMUSTHAVETHEQUALITYASTRONGSALESAWARENESS,WARMANDFRIENDLYSERVICE,SKILLEDSALESSKILLS,HARDWORKSPIRITSECOND,THEBASICKNOWLEDGETHATTHEGUIDESHOULDMASTERFIRST,UNDERSTANDTHECOMPANYSSITUATIONTWO,UNDERSTANDTHEPRODUCTSITUATIONSHOPPINGGUIDESHOULDHAVEENOUGHPRODUCTKNOWLEDGE,ANDFURTHER1FINDOUTTHESELLINGPOINTANDUNIQUESELLINGPOINTOFTHEPRODUCT2FINDOUTTHEADVANTAGESANDDISADVANTAGESOFTHEPRODUCTS,ANDDRAWUPCORRESPONDINGCOUNTERMEASURES3TRUSTPRODUCTSTHREE,UNDERSTANDTHESITUATIONOFCOMPETITIVEBRANDS1,VARIETIES2,DISPLAYANDDISPLAY3,SHOPPINGGUIDESALESSKILLS4,CUSTOMERSFOUR,UNDERSTANDTHESELLINGPOINTOFKNOWLEDGETHIRD,CUSTOMERPURCHASINGPSYCHOLOGY1CUSTOMERTHEBASISOFSALESTWOBASICKNOWLEDGEOFCUSTOMERPURCHASE1BASICKNOWLEDGEOFPURCHASE1STOCHASTICPURCHASEANDPLANNEDPURCHASE2SCALABLECONSUMPTIONANDFIXEDCONSUMPTION2,CUSTOMERSALESSITEPURCHASEBEHAVIORCHARACTERISTICSTHREE,THECUSTOMERSMOTIVATIONTOBUYUNDERSTANDTHECUSTOMERSPURCHASINGMOTIVES,INORDERTOCARRYOUTTARGETEDPERSUASIONFOUR,THETYPEOFCUSTOMER1,DECIDEDTOBUYACERTAINPRODUCTCUSTOMERS2、CUSTOMERSWHOHAVENOTDECIDEDTOBUYAPARTICULARPRODUCT3,FREEBROWSINGCUSTOMERSFIVE,CUSTOMERPURCHASEPSYCHOLOGICALCHANGESSALESARTISLARGELYTHEARTOFCONTROLLINGCUSTOMERPSYCHOLOGYTOBEINTERESTEDINASSOCIATEPRODUCEDESIRECOMPAREWEIGHTRUSTDECIDEACTIONSATISFYFOURTHTALKABOUTSHOPPINGGUIDESALESMANPROFESSIONALSALESSKILLSFIRST,TOSELLTHEMSELVESTOCUSTOMERSTHEFIRSTTHINGYOUWANTTODOISSELLYOURSELFTHESHOPPINGGUIDEGIVESTHECUSTOMERAGOODIMPRESSION,ANDTHECUSTOMERWILLGIVEHIMACHANCETOSELLTWO,SELLINGBENEFITSTOCUSTOMERSTHEGOLDENRULEOFSHOPPINGGUIDEWESELLNOTPRODUCTS,BUTPRODUCTSTOTHEINTERESTSOFCUSTOMERSTHATIS,PRODUCTSCANMEETTHENEEDSOFCUSTOMERSSHOPPINGGUIDECANBEDIVIDEDINTOTHREELEVELSTALKABOUTPRODUCTFEATURESISTHREESTREAMSHOPPINGGUIDETALKABOUTPRODUCTADVANTAGESISSECONDRATESHOPPINGGUIDETALKABOUTPRODUCTINTERESTSISTHEFIRSTCLASSSHOPPINGGUIDEHOWTOPROMOTETHEINTERESTSOFCUSTOMERS1CLASSIFICATIONOFINTERESTS1PRODUCTBENEFIT2ENTERPRISEINTERESTS3DIFFERENTIALINTERESTS2,EMPHASIZETHEPOINTOFSALEITISBETTERTOFOCUSONTHECUSTOMERSMOSTCONCERNWITHLENGTHYDISCUSSIONSABOUTALLTHECHARACTERISTICSOFAPRODUCT3,THEPRODUCTCHARACTERISTICSINTOCUSTOMERINTERESTSFABEMARKETINGMETHOD4INTRODUCETHEPRODUCTINANEASYTOUNDERSTANDLANGUAGETHREESELLPRODUCTSTOCUSTOMERSTHETHREEKEYELEMENTSFORASHOPPERTOSELLPRODUCTSTOCUSTOMERSHOWTOMAKEPRODUCTINTRODUCTIONSMOREATTRACTIVETOCUSTOMERSHOWTOEFFECTIVELYRESOLVECUSTOMEROBJECTIONSANDHOWTOPERSUADECUSTOMERSTODODEALSIMETHODSOFPRODUCTINTRODUCTION1,LANGUAGEINTRODUCTION1TELLINGSTORIES2CITINGEXAMPLES3SPEAKINNUMBERS4METAPHOR5FRANKLINPERSUASION6MERITINDUCTION7ABCDINTRODUCTION8IMAGEDEPICTINGTHEINTERESTSOFPRODUCTS9THESPEAKINGSKILLSOFTHEGUIDEWHENINTRODUCINGTHEPRODUCT2,DEMONSTRATION1VISUALSTIMULATION2AUDITORYSTIMULATION3GUSTATORYSTIMULATION4TACTILESTIMULATION5OLFACTORYSTIMULATION3SALESTOOLSTWOELIMINATECUSTOMEROBJECTIONS1,PROMOTIONBEGINSWITHREJECTIONBYCUSTOMERS2,DEALINGWITHCUSTOMEROBJECTIONS1PREPARECAREFULLYBEFOREHAND2YES,BUTTHEMETHODOFTREATMENT3CONSENTANDCOMPENSATION4USINGTHETREATMENTMETHOD5EXEMPLIFICATION6INTERROGATION7TRANSFERTOPICMETHOD3,HOWTODEALWITHPRICEOBJECTIONS1EMPHASIZEPRODUCTVALUE2DETERMINETHETYPEOFCUSTOMER,ASAPPROPRIATE3THEOFFERSHOULDBEDEFINITEANDDECISIVE4GIFTPROMOTION5THEPRICEISNOTHIGHENOUGH6TOENCOURAGECUSTOMERSTOPAYASSOONASPOSSIBLE4,NEVERARGUEWITHTHECUSTOMERTHREEPERSUADETHECUSTOMERTOCONCLUDETHEDEAL1,THETHREEPRINCIPLESOFTRANSACTION1ACTIVE2SELFCONFIDENCE3ADHERETO2IDENTIFYCUSTOMERPURCHASESIGNALS3,TENWAYSTOPERSUADECUSTOMERSTODOBUSINESSFIVE,RELATEDSALESRELATIONALSELLINGMEANSEXPANDINGTHESALESOFOURPRODUCTSFOURSELLINGSERVICESTOCUSTOMERSTHREEMEANINGSOFSALES1PERSUADECUSTOMERSTOBUYNOW2MAKETHECUSTOMERSATISFIEDINTHEPROCESSOFUSING3CUSTOMERSATISFACTIONWILLBEREPURCHASEDANDRECOMMENDEDNEWCUSTOMERSFIFTH,ONSITESHOPPINGGUIDESTEPSSTAGE1STANDBYTHESECONDSTAGECLOSETOTHECUSTOMERTHEKEYTOAPPROACHINGCUSTOMERSONEISTHETIMINGOFTHEAPPROACHTHEOTHERISTHEAPPROACHOFTHETWO2,TOGRASPTHEINITIATIVETOSELL3,CLOSETOTHECUSTOMERSFOURMETHODSTHETHIRDSTAGERECOMMENDPRODUCTSOBJECTIVETOGUIDETHECUSTOMERSGOODIMPRESSIONTOTHEINTERESTOFTHEGOODSFIRST,UNDERSTANDTHENEEDSOFCUSTOMERSUNDERSTANDINGCUSTOMERNEEDSCANMEETCUSTOMERNEEDSWAYSTOUNDERSTANDCUSTOMERNEEDSOBSERVATION,ASKINGQUESTIONS,LISTENINGTWO,PRODUCTINTRODUCTIONTHREE,CONSULTANTSTYLEPROMOTIONFOUR,DEALWITHCUSTOMEROBJECTIONSTHEFOURTHSTAGECOMPLETESALESSUGGESTBUYINGTWO,THESALEOFJOINTANDSEVERALCOMMODITIESTHEFIFTHSTAGEAFTERSALESWORKCOLLECTRELEVANTINFORMATIONTHECUSTOMERISTHEFINALFAREWELLGUESTSERVICEOPPORTUNITIESSHOPPINGGUIDESDAILYWORKFLOWBEFOREGOINGTOWORKPREPARATIONBEFOREBUSINESSNOTICEINBUSINESSWORKATTHEENDOFBUSINESSSIXTHTALKABOUTSHOPPINGGUIDEWORKEVALUATIONTHEPURPOSEOFEVALUATIONISNOTTOPUNISH,BUTTOURGEPROGRESSFIRST,SHOPPINGGUIDEWORKEVALUATIONSYSTEM1,ONEGOALTOCREATEBOTHCOMBATANDDISCIPLINEOFGOLDMEDALSALESELITE2,TWOFUNCTIONSSUMMARIZE,REVIEWTHEPAST,SEEKTHEMOTIVEFORTHEFUTURE,SETTHEFUTUREGOALS,ANDDETERMINETHEDIRECTIONFOREFFORTS3,SIXASSESSMENTCONTENTTWO,SHOPPINGGUIDEASSESSMENTSCHEDULETHREE,SHOPPINGGUIDEPROMOTERSALESABILITYTEST“SALEWILLWIN“LAWOFGOLDMEDALSALESMANSSUCCESSCATALOGCHAPTER1ATTITUDEDETERMINESSUCCESSORFAILUREACCORDINGTOTHEUSSURVEY,50OFTHEREASONSFORTHEFAILUREOFSALESMENAREDUETOINCORRECTATTITUDESTHECLERKMUSTUSETHE“FIVE“DOGIVEYOURLOYALTYTOTHEENTERPRISEGIVELOVETOCUSTOMERSPUTTHEIRCONFIDENCEINZEALFORWORKPERSEVERANCEOVERDEFEATTHESECONDCHAPTERDEVELOPSNEWCUSTOMERSSECTION1LOOKINGFORCUSTOMERSSECOND,CUSTOMERQUALIFICATIONREVIEWTHEBASICRULEOFSALESSUCCESSIS“GOODCUSTOMERPROMOTION“FORTHISPURPOSE,THESALESMANSHOULDKNOWTHECUSTOMER,SELECTTHECUSTOMER,ANDESTABLISHTHECUSTOMERFILETHETHIRDCHAPTER,PERSUASIVESELLING,PROMOTESTHEINTERESTSOFCUSTOMERSSECTION1PROMOTIONOFPRODUCTBENEFITSFIRST,THEINTERESTSOFMARKETINGTWOMISTAKESOFTENMADEBYSALESPEOPLEFEATURESELLINGSECONDSTEPSOFINTERESTSELLINGIIDENTIFYINGINTERESTSTWO,UNDERSTANDTHENEEDSOFCUSTOMERSTHEFOURTHCHAPTERISPERSUASIVESELLINGPRODUCTINTRODUCTIONMETHODSECTION1PROMOTIONOFTHETHREEPRINCIPLESFIRST,TOUNDERSTANDYOURPRODUCTSTWO,TRUSTTHEIRPRODUCTSTHREE,ENTHUSIASTICALLYSELLINGTHEIRPRODUCTSSECONDPRINCIPLESANDMETHODSOFPERSUASIONINLANGUAGEIPRINCIPLESOFLANGUAGEINTRODUCTIONTWO,THEMETHODOFLANGUAGEINTRODUCTIONTHIRDDEMONSTRATIONDEMONSTRATIONEFFECTIVEMARKETINGMETHODSTWODEMONSTRATIONMETHODSFOURTHPROMOTIONALTOOLSAGOODSALESMANDOESNTJUSTTALKABOUTPRODUCTSINTAIWANSELLCIRCLECRITERIONISMARKETINGTOOLSLIKEPALADINSWORDTWOFREQUENTLYUSEDSALESTOOLSTHEFIFTHCHAPTERISTOELIMINATECUSTOMEROBJECTIONSTHEFIRSTSECTIONOFSALESBEGINSWITHREJECTIONBYTHECUSTOMERFIRST,SALESAREEASILYREJECTEDBYCUSTOMERSSALESMANISTOACCEPT“NO“EXPERTS,THE“NO“INTO“YES“ISTHESALESMANSSACREDDUTIESTWO,THECORRECTUNDERSTANDINGOFCUSTOMEROBJECTIONSPEOPLEWHOENGAGEINSALESACTIVITIESCANBESAIDTOBEDEALINGWITHPEOPLEWHOREFUSETODEALWITH,ANDONLYTHOSEWHOREFUSETOSUCCEEDARESUCCESSFULMARKETINGPEOPLETHREE,THESALESMANSHOULDHAVETODEALWITHCUSTOMERREJECTIONPSYCHOLOGICALPREPARATIONTHESECONDSECTIONDEALSWITHTHEPRINCIPLEOFCUSTOMERDISSENTTHIRDSTEPSANDMETHODSTOELIMINATECUSTOMEROBJECTIONSFIRST,THESTEPSTOELIMINATECUSTOMEROBJECTIONSTWO,THEELIMINATIONOFCUSTOMEROBJECTIONSTHEFOURTHSECTION,THETRANSFORMATIONSKILLSOFVARIOUSOBJECTIONSICONVERSIONSKILLSOFPRICEOBJECTIONSTWO,OTHERCUSTOMEROBJECTIONSTRANSFORMATIONSKILLSTHESIXTHCHAPTERDEALSWITHCLIENTSTHEFIRSTSECTIONDEALSWITHTHEGOALOFSELLINGTHESECONDSECTIONDEALSWITHTACTICSTHESEVENTHCHAPTER,CONSOLIDATETHEOLDCUSTOMERSINTHEFIRSTSECTION,REALSALESBEGINWITHAFTERSALESECOND,THEMETHODOFCONSOLIDATINGTHEOLDCUSTOMERS1MAINTAINREGULARCONTACTWITHCUSTOMERSTWOHANDLECUSTOMERCOMPLAINTSCORRECTLYTHREEPROVIDESERVICETOCUSTOMERSTHEEIGHTHCHAPTERISTOSELLMYSELFTOCUSTOMERSINTHEFIRSTSECTION,GREATSALESMANSHIPISMAINLYEMOTIONALSECOND,SELLYOURSELFFIRST,TOPROMOTEYOUROWNSALESTWO,SELLYOURPERSONALITYTOCUSTOMERSSELLINGPRODUCTS,BUTALSOINTHEPROMOTIONOFYOURCHARACTER,EXCELLENTPRODUCTS,ONLYINTHEHANDSOFAGOODCHARACTEROFTHESALESMANINORDERTOWINLONGTERMMARKETTHREEPROMOTEYOURIMAGETOYOURCUSTOMERSTHIRDSTRATEGIESTOWINCUST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