In brick sales, it is not uncommon for customers to complain about the price when they enter the door. How should the sales staff deal with it?
Regarding this issue, the author feels that the saying "Those who dislike goods are the ones who buy goods" is also applicable. If a customer really feels that the price of your ceramic tiles is too expensive, he will usually look at the price tag secretly. If the price of the product is too high and does not meet his psychological expectations, he will leave without even asking about the price. Such a customer is not your target customer at all, and he does not have such purchasing power.
Customers who are willing to say it is expensive actually have a certain purchasing power. Therefore, store sales staff must have corresponding strategies to deal with such problems. So, in the process of store sales, what are the reasons why customers say it is expensive? What strategies can easily resolve these objections?
Reason 1: Can’t afford it
——The price of the product exceeds the purchasing ability and cannot be afforded.
Evaluation ability: community type, house area, clothing, living habits, occupational characteristics, etc., whether the purchasing power is really limited.
Split budget: tile budget, furniture budget, overall budget, etc., guided by categories.
Adjustment plan: the most economical and affordable plan.
Emphasis on value: product brand differences and hot sales in similar communities stimulate herd conformity.
Reason 2: Fear of losing money
——I can afford it, but I am afraid of wasting my money, afraid that it will be more expensive than others, and afraid of losing money.
Put yourself in someone else's shoes: From the perspective of purchasing, start with customer cases, make customers feel friendly and build a sense of trust and recognition.
Illustration tools: Prepare a sales price list with official seal and regular price sales list for regular customers, so that customers can see it and believe it.
Emphasis on value: The introduced brands are "Top 500 Most Valuable Brands in China", "Top Ten Brands" in the ceramic tile industry, etc. They operate with integrity and are honest, so you can buy with confidence.
Shift attention: Guide the focus from price to product quality and decoration effect.
Reason 3: Shield
——The is not interested in the product, but do not want to say the real reason, just take the price as a shield.
Confirmation in a roundabout way: Price is not an issue, but ceramic tiles are home decoration hardware and cannot be easily replaced. Price is only one aspect, as well as quality and effect. Are you satisfied with everything except the price? ?
Insinuating: Last month Mr. Liu from the same community as you came to order bricks. He said that he had renovated several houses and he was also concerned about the price, but what he cared most about was the decoration effect. , Let's test the ruler first, design the plan for you, you are satisfied with the product, okay?
Consult others: The transition object is changed to confirm the purchase intention to the peers.
原因4：习惯说
——一种习惯，不管什么产品，习惯性说贵。
认同观点：顺顾客的意，表示认同，同时想好讲解贵的理由。
Extended Topics: The cuts of some products that customers are familiar with, explain that the price of the product is not expensive, it depends on the value.
引导讲解：从多方面讲解、论证产品利益点。
Value shape: In conjunction with the actual needs of the customer, we will shape the value of the product.
原因5：不了解
——It do not understand the inner and quality of the product, and shout expensive as soon as you see the same appearance.
设身处地：以自己或其他顾客刚过来选购也有贵的感受为例，让顾客认同。
列举对比：从外观雷同切入，讲解产品的设计、品质、质保等方面。
论证演示：通过多种方式证明前面讲解有理有据，让顾客信服。
总结确认：讲解多个卖点和演示多个方法后，给顾客做小结，让他们加深印象。
Reason 6: Not calling the shots
——I can’t make the decision. I have to go back and discuss it with my family and explore the lowest price first.
Identify and praise:Praise the customer for being considerate, agree with and tell the reasons why the customer wants to discuss
Look for the reason:Are you afraid that your family will be dissatisfied with the color of the design (use a ruler to make the design), or that it will be expensive (same as option 2), or that your family is worried about the quality? Deal with it one by one
Strengthening method:Men are the foundation of the home, just like ceramic tiles. It is up to you to decide on the ceramic tiles. Your wife can decide on the furniture - for male customers; at home Whether it looks good or not, the background color is very important, just like when you wear clothes, you can match it with any coat, so it is up to you to decide the background color of the tiles. When buying furniture and home appliances, you can refer to your husband's advice - for female customers.
Appointment time: The customer is indeed unable to complete the transaction on the same day. Please make an appointment with the specific time and key person for the next visit to the store.
Reason 7: Really expensive
After carefully comparing and calculating many homes, it is indeed expensive.
Who to compare with: First find out who is the reference standard for comparison, and be targeted.
Comparison: The other party is used to comparing, so price has no advantage over quality, plan, and brand.
Give examples: Give examples of things that are expensive to buy but cheap to use.
Reason 8: Making Excuses
——If you still have doubts about the color or quality of the product, or you don’t particularly like it, and you’re embarrassed to say it, you’ll just use prevarication.
Retain people first: Show understanding to customers’ excuses, and retain customers by serving tea and water, guiding people to sit down, or showing design plans through iPads.
Change the topic: Don’t worry about the price and talk about relaxing decoration topics.
Find the real reason:Whether it’s circumstantial or indirect, look for the real reason.
Reason 9: Looking for achievements
——Strong personality, needs to find a sense of accomplishment through bargaining, and wants to be a winner.
Multiple rounds of plans: Before negotiating the price, you must prepare plans and operational steps for multiple rounds of negotiations.
Make reasonable price concessions: Every time you bargain, you must argue for reasons. When the customer puts forward a strong reason, you will make a price concession.
Leadership cooperation: The reasons for multiple price reductions and the application process from shopping guide to store manager to manager allow customers to enjoy the price bargaining process and experience the results of their efforts.
Play the weak: Praise the other party for their strength, like a leader, I have never met such a customer before, he is so good at bargaining!
Reason 10: Taking advantage
——If there is really no discount on the price, strive for other compensation and take advantage.
Create atmosphere: Create an atmosphere of special prices, such as writing them on paper or saying them in the corner.
Find reasons: Explain why the special price can be given, the reasons for the special price and the special handling method.
Please ask the leader: The leader will come forward and give a special price.
There are gifts: Gifts, extra ceramic tiles, etc., so that customers feel like they are taking advantage.
Reason 11: Unsatisfied
——Dissatisfied with the service attitude and professionalism of the shopping guide, and developed aversion.
Self-Assessment: Apologize quickly and sincerely, regardless of whether you did it right or not.
Assistance from colleagues:Ask a senior colleague or store manager to come over and assist with the reception. After introducing yourself, apologize again to help the customer calm down their dissatisfaction.
Accompanying service: Depending on the situation, confirm whether to change the order of primary and secondary receptions, and strive to provide customers with a second reception.
Assist in closing the transaction: Be the customerAfter receiving and recognizing the service and professional explanation of the households, the households are sold by themselves or colleagues.
Reason 12: Do not want to buy
——Preparing to leave and not wanting to buy.
Keeping customers: Reserved the pace of the customer through tea delivery, guiding, displaying home clothing and paving plans.
Told the bricks: With hot topics, cases, home improvement suggestions, etc., customers will know more and get more help.
Passenger situation maintenance: Create a good and comfortable negotiation atmosphere, record important information such as customer contact information and home improvement address.
Booking the next time: Book the second entry into the store through the concession of the next activity, value -added services, etc.
Reason 13: All value
——In want to know why it is worth this price, where is it?
Comprehensive explanation: Explain the core selling points of ceramic tiles thoughtfully and sequentially, allowing customers to fully understand the value of the brand, products, and services.
Demonstration: Do a comprehensive demonstration for customers to allow customers to participate in experience, compare in various aspects, and identify with products and services.
docking requirements: Guide customers to say information such as home improvement conditions, home improvement plans and home improvement budgets.
Promote signing: Combined with all -round product and service value, make a budget plan and urge the bill of transactions!
Reason 14: Fear of buying the wrong one
——It’s so expensive, I’m afraid it won’t work well after I buy it, or I’m afraid I’m buying the wrong thing.
Use multiple examples: Resolve doubts through examples of product sales, product quality, and product effectiveness.
Look for the reason: Is it because you can’t make the decision, or do you have no opinion? Solve it in a targeted manner.
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atDuring the sales process, many times the shopping guide does not understand the meaning behind the customer's words, so the business cannot be concluded in the end. In fact, during the conversation, the words of both parties have certain meanings, and some have deeper meanings, reflecting the psychological activities of the parties involved. If you want to negotiate orders more easily and close deals better, shopping guides should learn to truly understand every word of the customer.
