1
4 Cognitive Misconceptions of Advertising Sales
☞Guangzhanshe 广战神 ® I Teacher Peng 邀请彭小东®导师线下企业内训 I 即学即用,业绩倍增 I ☟
1. If you don't have eloquence, you can't do advertising sales
Of course, advertising sales skills are not unimportant, provided that we have understood the reasons for saying this, and can fully translate them into our own, rather than relying on rote memorization to say them mechanically.
2. There is a fixed good answer to every question of the customer
We have a good answer to every question our customers have, but that's not necessarily the case. Because each customer's temperament and cultural background are different, the time of each visit and the surrounding environment are also different, and things are always changing, only in some specific occasions, some words are more effective.
3. Only by finding the top management can we successfully advertise and sell
Find decision-makers and key people, which we especially advocate in complex advertising sales, but not necessarily all key decision-makers in every project are bosses or CEOs, especially in some large enterprises, department managers have a certain decision-making power, and the senior management of large companies are very busy, and it is generally difficult to see above. However, this is not necessarily the case with small companies.
In a family-owned business in China, the boss's lover, relatives and friends may influence the outcome of the order. Therefore, sometimes the list does not go well, you can consider starting with the people around the key person who have influence on it to indirectly achieve the goal.
At the same time, it is necessary to pay close attention to these sub-key people around the key people, and strive for their support if possible. Even if you can't get support, you have to make them neutral, or you won't have to suffer endlessly.
4. The more you praise the customer, the more you can sign the order
This may be a common misunderstanding among many newcomers to advertising and sales. People are emotional creatures, and although we all like to listen to nice words, it would be naïve to think that we can win orders if we praise our customers a lot.
Some people like to listen to us say something more truthful and reflect their shortcomings at some point, because they will feel that such a person is real enough and worth befriending, and both parties can become real friends.
2
The 3 cognitions of the god ® of war
☞Guangzhanshe 广战神 ® I Teacher Peng invited Peng Xiaodong ® tutor offline enterprise internal training I Ready-to-use, performance multiplied I☟
1. Establish trust with customers, based on character, but also based on professionalism
Some customers are always wary and defensive when they first come into sales. How do you get rid of that mistrust? The answer is to learn to listen.
You don't know customers very well, so there's no need to express a lot to you. So it's not that you want to listen, the customer will express it to you. If the customer doesn't express it to you, you don't know what he's thinking. So we need to guide the customer to express themselves to us, so that the customer is willing to talk to you, so that you can dig out his/her thoughts, needs, desires or pain points.
2. Advertising sales that can dig up needs are good advertising sales
The essence of advertising sales is to help customers solve problems and meet other needs. Therefore, the focus of our communication with customers should be on the customer, to understand his ideas and needs, to help him solve his problems, and the transaction is a natural thing.
3. Open-ended topics allow you to quickly shorten the distance with customers
Why do you say that
When is the matter
With whom?
To what extent
How long has it been
What does that look like?
And then what
The more open the topic is, the more likely it will be for in-depth communication, and the more opportunities we will have to get closer to our customers.
3
Advertising Sales Counterattack: 4 Perceptions About the Future
☞Guangzhanshe 广战神 ® I Teacher Peng 邀请彭小东®导师线下企业内训 I 即学即用,业绩倍增 I ☟
First, advertising sales is not a game with customers
The first thing to look at is not the character, but the responsibility. In the workplace, character is not the first thing, but the responsibility is. Responsibilities are determined by roles. Every character has an evolutionary process, some evolve quickly, and some evolve slowly. During evolution, personality does play a role, but most of the time it is not dominant, but rather interferes.
The second thing to look at is not the character, but along the duty, continue to look inside, that is, look at the behavior. There are two types of behaviors, one is conscious and the other is unconscious. So, the second thing to look at is the unconscious behavior of a person, which is also the entrance to further interaction, like a approach bridge into the main road. Without this entrance, it is difficult to enter the other party's channel and have in-depth interaction.
Only by seeing can we communicate deeply, can we foresee the future, make decisions, and bring new behaviors and expected results. The relationship between advertising sales and customers is a connection, not a game.
Second, advertising sales is not competition with competitors
Advertising sales and opponents are not antagonistic relationships. Of course, the real competition is the customer's current situation, the customer's existing habits, i.e. unconscious behavior. Only by constantly breaking the existing cognition, existing behavior, and existing interest pattern of customers, and adjusting the structure of advertising performance can we continue to bring about the growth of advertising sales performance. Therefore, the customer's habits are the real opponents.
Third, advertising sales, the journey to trust
Advertising sales is a journey to trust. That is to say, the premise of advertising sales is distrust, and advertising sales is a series of behavioral processes that continuously build trust.
There are 4 common resistances:
The first obstacle to trust is customer neglect.
The second obstacle to trust is the customer's rejection.
The third obstacle to trust is customer skepticism.
The fourth obstacle to trust is incomprehension.
Fourth, advertising sales come from the light of the heart
1. On your own
Gone are the days when you could win sales alone. No matter how strong you are, you will not be able to do it.
2. With the company
The company's strategy, policies, resources, conditions, etc., are a force to ensure the success of Guang Sales, which cannot be ignored. Why not let go of yourself and highlight the power of the platform? If you are good at using the power of the company, advertising sales will become smoother and smoother.
3. By customer
The customer is the sum of all relationships. Customers are in the balance of various forces, for example, customers have bosses, customers, teams, peers, opponents, allies, etc., these forces act on customers all the time, as advertising sales, as the company's representatives, to find a suitable time, the right angle, to break or maintain the balance of customers, is it difficult? Of course it is not difficult.
And also:
What reason do you give for a client to want to see me?
What is the reason why customers are willing to listen to me?
What is the reason why customers are willing to be insightd?
If the customer does not use my solution, how much does it cost?
If a client adopts my recommendation, what does it mean for the client's present and future?
What happens to the client's surroundings as a result of my approach?
Don't rush into action until you have a clear reason.
Mentor Peng Xiaodong ®: Diligence in the field of advertising sales is not how many times you meet customers, but when you start.
4
The 7 cognitive cornerstones of the value advertising sales of the god ® of war
☞Guangzhanshe 广战神 ® I Teacher Peng 邀请彭小东®导师线下企业内训 I 即学即用,业绩倍增 I) ☟
1. The customer is not God but your partner!
The customer is your God, yes, ordinary sales think so, but the customer is your partner, and no one can do without whom!
Guang Zhanshen ® respects the needs and demands of customers, and tries our best to meet the various opinions of customers, which is what we often say that customers are our gods, but more importantly, we must understand a deeper relationship in our hearts, we and customers are partnerships, is an equal relationship.
On the contrary, a subservient and groveling advertising sales can never be called top advertising sales, there are some individual cases of relying on special relationships to make large orders, but they are not within the scope of our discussion, nor are we encouraged.
2. Is the god of ® war heavy on profit or mutual benefit?
But the core value pursued by the real top advertising sales must be win-win, win-win, and mutual benefit.
By providing valuable media and services to customers, so as to bring value to their own business, this is the core of the transaction between the two parties in the business society, value exchange, both sides of the transaction take what they need.
Altruism determines your landscape, your culture, and your mission. If you are only thinking about how to sell media and services because of the pressure of performance, and do not think about why you want to buy and what value you can bring from the customer's point of view, you will always stay at the level of primary advertising sales.
3. The essence of advertising sales is connection and collaboration
All excellent advertising sales will pay special attention to the integration and coordination of resources. Resources are divided into external and internal, including the resources of the entire ecosystem, how to use all resources, maximize efficiency and integration, and create maximum efficiency for enterprises and customers is the consistent purpose of top advertising sales.
Always avoid fighting with individual soldiers and single lines. Even if we see that some advertising sales are good at single-point breakthroughs and lone wolf tactics, when encountering large group armies and large battles, advertising sales that can use the power of team and synergy will undoubtedly be qualitatively different.
4. The God of ® War will always remind himself that I am not fighting alone!
In fact, no matter what media advertising sales you are engaged in, you will always belong to an advertising media company in an industry, and you will always be in a group, and the industry, advertising media companies and teams will have a variety of resources to use.
Each advertising sales has its own supervisor, has a company to which it belongs, and has a corresponding market, manpower, media, service team, etc. to support the whole company, but also to support you, but do you treat them as resources, as treasures to excavate, to collaborate, for your advertising sales goals to serve.
5. Success requires 100 things to be right, and failure only requires one thing to mess up or miss!
Why you lose customers.
The price is set too high,
The media position is not good,
The media is not suitable for the needs of the client,
The market environment is not good,
There is a temporary change in the customer's decision-maker,
The project was delayed,
The customer's budget has changed,
Competitors have special relationships,
The customer has never been our customer,
insufficient preparation of documents for the tender of agents,
It's too late to intervene in the project,
……
There are many more reasons for this, and they could go on and on, and each one of them is enough to explain why it failed, and it is reasonable. However, we found that none of them were an analysis and summary of what we were not doing well.
6. Experience is used to break, and habits are part of spiritual life
We often evaluate an excellent advertising sales, must have a wealth of advertising sales experience, more wins and fewer defeats, more knowledgeable, so whenever to seize an important market, we must invite such an excellent person to expand the territory.
However, it is often overlooked that most of those rich work experiences are successful experiences, so why are they easy to succeed before, not because of these experiences that make them successful. Because they were also beginners in the beginning, and they have been successful, and we look around us, the vast majority of successful people have made successful and right choices at most of the key crossroads.
Failure is by no means the mother of success, failure is just a detour that you have unfortunately taken. Life and time are so precious, and how can we tolerate failures again and again in exchange for experience and lessons.
7. The God of ® War never fails?
Many years ago, I talked to a very successful young entrepreneur, who was contracted a lot of media advertising agency business for TV more than a decade ago, and he said that he never lost a client. I said how is it possible?!, he replied slowly, "I never participate because of the losing client". At first glance, his answer was a quibble. I replied at the time, how do you know that the customer will lose?
At that time, I was in my twenties, and my career was steadily rising, where would I admit that I couldn't do it, and the slogan I pursued was that as long as the customer had not signed the contract, I would still have a chance!
If the media and services of your own enterprise do not have strong enough value and good competitiveness, why waste time and energy to invest and participate?
Don't fight unprepared battles, concentrate superior forces to destroy the enemy, stay in the green mountains, and don't be afraid of running out of firewood... Isn't it all such wisdom?
5
What is the Canton God of ® War Sale?
☞Guangzhanshe 广战神 ® I Teacher Peng 邀请彭小东®导师线下企业内训 I 即学即用,业绩倍增 I ☟
01. What is the sales of Guang Zhanshen ®?
What is "pinned"? - Pin yourself
1. Tutor Peng Xiaodong often says: Advertising sales will always be sold by themselves, there is no bad media, only unsuitable media!
2. There is a need for a bridge between mountains, and you (yourself) are needed between the media and customers, and you are the best media.
3. Customers won't trust second-rate advertising sales to provide first-class media and services, so the key to success is yourself.
4. Only after accepting you can customers accept your company, your media and services, and will believe that choosing your media to advertise will have better advertising results.
5. If you want to sign an advertising contract, you first need to advertise and sell yourself, your dress and image can make customers accept you, your praise and tolerance can make customers like you, your professionalism and dedication can make customers recognize you, and your integrity and intentions can make customers choose you.
6. "I know a lot of advertising and sales, but I only look for you", "Because of you, I am willing to try this media", when you achieve this realm, you will find that it doesn't matter what media you sell, everyone likes you as a person, and they come to you, as long as you recommend others to believe.
02. Advertising sales, the most important thing you can't ignore is yourself.
What to "sell" ?—— sell cognition
@所有人:
I am Mr. Peng Xiaodong, and I would like to thank all advertising media companies, advertising associations, advertising chambers of commerce, etc. for choosing to invite me to be true love!
1. "1 Second Cognition: Breaking Through the Stock Market Game and Building a Brand Growth Strategy"
2. Analysis of the Logical Thinking of China's Top Advertising Champion (Guang Zhanshen)
3. "Winning the Battle 2024 Advertising Media Performance Breakthrough Growth Road"
4. "2024 China Advertising Media Key Accounts Excellent Marketing Power"
5. "Winning the 2024 China Outdoor Advertising Sales Champion God of War Legion Secrets"...
The itinerary is tight from May to July, and it can also be coordinated and arranged at present, welcome to book in advance, more surprises are waiting for you!
Note: It is not recommended to invite teachers to teach, but also thank you for automatically withdrawing from our platform channels, etc., we will also clean up and optimize and upgrade at any time, appreciate each other, and achieve each other!
1. The cognition is wrong, the effort is in vain, don't be in a hurry to help customers choose the media, and first unify the cognition with the customer.
2. Is it easy to sell what you want to sell, or is it easy to sell what customers already recognize?
3. Is it easy to change customer recognition, or is it easy to meet customer recognition?
4. Advertising sales can only earn money within the scope of their own cognition, while customers will only buy media within the scope of their cognition.
5. Before advertising and selling your own media, you should first figure out the needs and ideas of customers, and this is actually the customer's current perception of the media.
6. If there is a conflict between the customer's ideas and needs and our media and services. Remember that the first reaction is not to refute the customer's idea, to change the customer's mind. The first step is to figure out why the customer thinks the way they do, and then give your own reasonable advice. If you want to change your customers, you have to know them first.
7. The customer spends money to buy the media and services that he approves, not the ones you approve. So, our role is to assist the client, and the goal is to facilitate this transaction.
Mentor Peng Xiaodong ®: It is divided into several stages, colleagues, friends, coaches, mentors, and masters.