Sales professional dialogue

Author: Zhou Haitao
Publisher:
Publish Date: 2006-10-01
Features: There is a line in Free and Easy Wandering: "To soar aloft on the whirlwind for ninety thousand li," which refers to the giant Peng bird using external forces to fly high and far. This gives us salespeople the insight to be good at leveraging momentum. The results of sales often differ depending on the external environment. When Haier first entered the Beijing market, it utilized this difference in external conditions, rapidly increasing its visibility in Beijing. At that time, Haier learned that Beijing would experience sustained high temperatures that year. Based on this weather information, Haier quickly found its advantageous sales approach—promptly and efficiently helping customers install air conditioners. Although companies like Chunlan, many of which were well-known, were in the same external environment as Haier, Chunlan overlooked customer interests during the sales process and failed to install air conditioners promptly. Haier, on the other hand, seized this sales vacuum created by these well-known brands, creating favorable conditions for Haier's rise. Now, let's look at how the following salesperson maximized differentiation. Scott was a famous insurance salesperson. Once, a customer asked Scott, "If I deposit the same amount of money today in a bank and buy insurance, which option is more profitable?" "If you look at it over 10 years, depositing in a bank would be more profitable," Scott said. "Your answer is different from others; most salespeople would say insurance is more profitable," the customer said. "I never compromise my principles just to sell insurance. Whatever I do or say, I must respect the facts. Whether the customer buys insurance or not is another matter," Scott said. "If we purely consider saving money, the return on fixed deposits may exceed that of insurance." "In that case, I might as well deposit the money in a bank," the customer said with some satisfaction. "Generally speaking, during a 10-year payment period, accumulating from zero in a bank is inferior to starting with personal protection from insurance. The primary function of insurance is that once the policy takes effect, it provides protection. If you deposit 100,000 yuan in a bank and buy a 100,000 yuan insurance policy, if you remain safe and sound throughout your life, the differences between the two are not significant. But once an accident or illness occurs, the money in the bank will only be the principal plus some interest, while investing in insurance would be different. It can provide 10 times or even 20 times more value. However, if you extend the fixed deposit period and you remain safe and sound throughout your life, the fixed deposit will still be more profitable than insurance, because the longer the time, the faster the accumulation of interest, and it may still surpass the protection provided by insurance. Therefore, Mr. Customer, no matter how you arrange your funds, you should plan according to your own needs." Scott said sincerely. "You are very honest, and I am somewhat convinced by what you said. Design a policy for me! I will bring it over tomorrow." The customer decided to buy insurance from Scott. From the conversation between Scott and the customer, it seems there are no obvious signs of persuasion, as if the customer made the decision to buy insurance on their own, with no relation to Scott. But upon closer reflection, you'll realize that the customer was determined to buy insurance because Scott analyzed the differences between depositing money in a bank and buying insurance. Through Scott's analysis, the customer suddenly realized