What Is Proximity Marketing?

The approaching of sales is the prelude to the formal launch of sales interviews by salespeople, and is an important part of the entire sales process. Promoting approach generally includes the preparation of approaching customers, meeting with customers, and approaching customers formally.

Sales approach

Right!

The approaching of sales is the prelude to the formal launch of sales interviews by salespeople, and is an important part of the entire sales process. Promoting approach generally includes the preparation of approaching customers, meeting with customers, and approaching customers formally.

Chinese name

Sales approach

Foreign name

promotion approaching

Promotion approaching is a comprehensive reflection of a person's innate conditions and acquired knowledge and ability. Narrow sense of quality refers to a person's innate physical characteristics, which is the basis for the formation of acquired abilities.

Proximity refers to the salesperson's approach to target customers

The approach to customer preparation is to gain customer favor, understand customer needs, and increase sales confidence. The basic content of preparation for approaching customers includes the preparation of salesmen's psychology, preparation of customer information, preparation of corporate and product knowledge, preparation of sales assistant equipment, and determination of visit plans.

Meeting the customer is both a continuation of the approach preparation and the beginning of the approach process. The basic content of the appointment is to determine the target of the appointment, clarify the purpose of the appointment, arrange the appointment time and choose the place for the appointment. The methods of interviewing customers include telephone interviews, letter interviews, face-to-face appointments, commission appointments, advertising appointments, and online appointments.

After meeting with customers, the sales promotion has entered the stage of officially approaching customers. There are several methods to approach customers: product approach, interest approach, problem approach, introduction approach, gift approach, praise approach, consult approach, curious approach, demonstration approach, survey approach, etc. ^[1]

Promoting approach generally includes three steps: approaching preparations, meeting customers, and officially approaching customers.

Due to various reasons, some sales targets are difficult to approach, often making salespeople "empty." Therefore, in order to effectively approach the interviewee, the first thing the salesperson needs to do is to get ready for the customer.

Approach preparation: The main content of approach preparation is to collect, sort out, and analyze the relevant data of the target customers to make sales predictions. Including the preparation of customer information and preparation of sales tools. Depending on the sales target, the content that is close to preparation should also be different. In the following, we will introduce the preparations for individual prospective customers, group prospective customers and familiar customers.

Meet the customer: The content of the sales staff to meet the customer should be determined according to the specific situation of the sales staff and the customer's close relationship, the needs of the sales interview. For example, for customers who have a close relationship, the content of the appointment should be as short as possible, without saying everything, just say hello in advance; for general customers who do not have much contact, the content of the appointment should be detailed, and preparation should be sufficient to develop well. Cooperation relationship; for new customers who have never met, a detailed and thoughtful appointment should be formulated to arouse the other party's attention and interest in sales activities, eliminate customer doubts, and win customer trust and cooperation.

Formally approach the customer: When the salesperson approaches the customer formally, can he or she take the initiative to make the customer have the enthusiasm and confidence to continue talking, and he must master certain approach methods and skills. The three most common approaches and techniques are declarative approach, demonstrative approach, and questionable approach. Each category includes several specific methods.

Approach preparation refers to the process by which a salesperson investigates and understands the situation of a potential customer before approaching a particular potential customer to design an approach and negotiate a plan. The approach to preparation is actually a continuation of customer qualification review, the purpose is to grasp the situation of more potential customers, to make early preparations for successful sales.

Nearly prepared tasks

(I) Enhance sales confidence

(2) Cultivate a friendly atmosphere

(3) Draw up a negotiation plan

(IV) Further examination of the qualifications of potential customers

(V) Adapting to sales scenarios

Close to the content

(I) Preparations for approaching individual potential customers

1. Name, pay attention to correct and aligned.

2. Age. Knowing the true age of customers can help infer the personality and psychological characteristics and needs of potential customers.

3. Gender, potential customers of different genders have differences in personality, temperament, needs, and communication. Salespeople should treat them differently.

4. Nationalities, different nationalities have different customs and religious beliefs, and sales products should be suitable for the habits of specific nationalities in terms of packaging, color, and trademark.

5. Education level. Knowing the education level of potential customers in advance can provide a topic for negotiation, seek the basis for communication, and provide a reference for the choice of negotiation methods.

6. Place of birth. Using conversations with fellow villagers, it is easy to be accepted by potential customers.

7, demand situation, understand whether the customer really needs the product being promoted.

8. Buying power should be sold to affordable customers.

9. Purchasing decision-making power. Based on the collected data, determine which purchasing family member is in the hands of family members, and design close sales plans and methods based on the characteristics of the purchasing decision-maker.

10. Family status. Many purchase decisions are made because people want to please their spouse or children. Therefore, pay attention to the influence of family members in the purchase decision.

11. The residence can only be visited and sold if the detailed address of the potential customer is known.

12. Occupation and salesmen are helpful to find the topic of sales negotiation.

13. The reference group is conducive to using the group's influence and identity to make it accept sales.

14, personal hobbies, sales should be in their favor.

There are also personal hobbies, pastimes, hobbies, the best time to visit, etc.

(2) Preparations for approaching potential customers

1. The name of the organization. The salesperson can accurately understand the names of the potential customers of the organization, which is beneficial to get in touch with the sales target and carry out the sales work smoothly.

2. The nature of the organization is conducive to formulating an appropriate sales plan.

3. The size of the organization. The size of the organization includes the number of capital, the number of employees, and the size of the production capacity. Knowing these materials can indirectly infer the number of sales products that the organization may accept and the payment capacity.

4. Organize the location to facilitate the timely contact of sales staff.

5. The organization structure, including who is the head of each department in the organization; who is the general manager; whether to set up an independent supply department, etc.

6. Organize the procurement situation and grasp the situation of the organization's potential customers' procurement, which is conducive to the direct development of the approaching work.

7. The operating status of the organization. The operating status of the organization includes the production scale, level of management and ability, profitability, market conditions, and technical equipment of potential customers. It helps to further review the qualifications of potential customers and determine the direction and level of purchase activities of organized buyers ^[2]

1. Salespeople must approach different customer groups in different ways. Practice has proved that successful sales largely depend on whether the sales staff's sales style is consistent with the customer's purchase grid. Customers are very different, and salespeople should learn to adapt to them. When they are actually approaching, sales personnel can use the "role-playing method", that is, to change their language style, clothing appearance, mood and psychological state according to different customers.

2, sales staff must be prepared for various psychological. Because sales are dealing with refusal. Various difficulties may be encountered during the approach phase. However, the sales staff must fully understand the customer, face the difficulties frankly, be good at adjusting themselves, and give full play to their ability and level.

3. Sales staff must reduce customer pressure. Years of marketing practice have shown that when salespeople are close to customers, customers generally generate buying pressure.

4. The sales staff must be good at controlling the approach time and smoothly transfer to the interview without losing the opportunity.

(1) Introductory approach: Salespeople open their eyes and approach the interviewees by introducing themselves or others.

(2) Benefit approach: Refers to the salesperson who puts the benefits of the product first to the customer, and first tells the customer the benefits of using the product, so that the customer is interested and achieves the approach.

(3) Curious approach: At the beginning of meeting with customers, sales staff can use various ingenious methods to arouse their curiosity, attract attention and interest, and then turn the topic to selling products.

(4) Product approach method: The salesperson directly puts the product in front of the customer, and uses the product to attract the customer's attention and interest into the negotiation.

(5) Problem approach: It is a method for sales staff to directly ask customers questions, and use the questions raised to attract customers' attention and interest to negotiate.

(6) The approach of gift approach: This method is to use salespersons to use small and exquisite gifts as a medium to contact feelings so as to approach the customer.

(7) Survey approach: It is a method for sales staff to visit and approach customers by means of survey.

Value the first impression to customers

The president of a large American company said, "When I met the salesman, the first observation was the first observation of 12 feet, then the observation of 12 inches after sitting, and finally the first 12 words after opening. The first sentence. I use these three principles to determine this salesman, and also determine the transaction of the commodity. "The president's words may seem too biased and arbitrary at first, but careful consideration is not unreasonable. Because, in interpersonal communication, the first impression, that is, the first impression, plays a very important role. It can often influence people's future impressions. Among the factors that make up the first impression, instrumental style plays a very important role. Therefore, if the salesman wants to sell the product as he wishes, he must first successfully sell himself and obtain the favor and recognition of the customer. When a salesman is visiting a customer, especially for the first time, he must pay attention to keeping his clothes neat and generous, decent and polite, and courteous to others, giving a solid and capable impression and laying a good foundation for the following sales.

Shorten the psychological distance with customers

The salesman and the customer met for the first time. Customers are often wondering about the salesman who meets for the first time. Who is the other person? What are you trying to do? Will there be any traps? Should I know him and so on. After contacting the customer, the salesman should approach the customer enthusiastically, shorten the psychological distance with the customer as soon as possible, and actively create an atmosphere and environment conducive to communication. Specifically, one must show concern to customers in good faith. There are many topics that show concern for customers, such as work, career, family, children, body, and so on. This concern should be sincere and come from insiders. Sincere attention will relieve customers from being wary. The second is not to miss the opportunity to praise customers. Of course, this kind of praise must be appropriate. It is necessary to be precise about the target and pay attention to the method and the proportion. For example, a mother with a child who does not look good, you say, "This child is so cute." Mother is happy. If you say, "This child is so beautiful". Your mother will think you ridicule her and cause it to be offensive. Third, we must seize the opportunity. For example, a salesperson goes to a mall to sell goods when the salesperson has a dispute with the denomination. The salesman immediately stepped forward to persuade the customer to persuade the customer and relieved the salesperson. Later, when the salesman and the salesman were negotiating business, they were very speculative, quickly concluded a deal, and laid the foundation for establishing a long-term business relationship between the two parties.

Rejected calmly

Some people say, "Sales start with rejection." This is very dialectical. As long as you engage in promotional activities, you will inevitably be rejected. Rarely do you have a coincidence such as "You came just right, I need it urgently ..." The job of the salesperson is that even if the other person poses a refusal, you must have corresponding countermeasures. Peace of mind and calmness is undoubtedly one of the countermeasures. When you are rejected, you should still smile and look squarely at the customer. Don't move or be frustrated. Even if you are finally rejected, you should just say thank you and say good-bye politely. Summarize the different reasons and methods of rejection and prepare for future countermeasures. Otherwise, the original high fighting spirit will be blown away, causing customers to blame, unable to approach the customer's mentality, and difficult to do a good job of sales.