From an operational perspective, here are 4 tips to crack sales tactics

Behind every strongest salesperson is a set of logically rigorous sales tactics. After repeated and deliberate learning, the sales tactics become a sharp weapon in the hands of salespeople. As an operator, you also deal with various "users" every day, and the operations side also has a set of operational scripts specifically for user operations . When sales meets operations, how can those commonly used sales tactics be broken down?

Let me share with you a true story:

Recently, a friend of mine wanted to buy a house. In fact, the real estate market has not been very prosperous after the epidemic, and house prices have plummeted in many areas. Under this kind of market situation, those who have money to buy houses are all wealthy sponsors, and real estate salesmen will never easily let go of these target users who come to their door on their own initiative.

When I accompany friends to look at houses, the strongest feeling I have is that every time I walk into a sales building and look at the model house, if you like the house a little bit, the salesperson will start to calculate the down payment, monthly payment, deed tax, personal tax, maintenance fees, other costs, etc. Finally, they will launch a strong "siege" and ask you to pay a "good faith deposit" on the spot (note that it is a good faith deposit, not a deposit/down payment); if you don’t like the house, they will immediately recommend other properties to you. ‍

This short story is very visual. Even if you have not experienced this scene in person, you must have seen it on TV. When a salesperson recommends a product to you, there are tricks hidden behind every word he says and every action he takes. How can you "see through" the tricks and avoid falling into the trap? As an operator, when shopping, we will reflexively analyze the promotion methods in various scenarios such as sales, stores, and activities. Is the activity motivated? What is behind the motivation? How should I expose it (not be deceived)?

I make my own decisions about my shopping. Taking buying a house as an example, here are 4 tips to crack the sales pitch from an operational perspective:

1. Chat with customers and get to know them better

A good salesperson will not ask in a blunt manner, "What do you do?" Can you afford the down payment for a property? On the contrary, they will chat with you about their daily lives to lower your guard. From the relaxed chat atmosphere, the salesperson can have a general understanding and judgment of your overall personal situation.

Sales: Hello, Ms. XX, you look so young. It’s amazing that you can afford to buy a house at such a young age. (First praise and then envy)

Sales: If there are other people going with you to see the house, the salesperson will further ask, is the person accompanying you to see the house your lover? family? Or friends? Then he would praise other people. (The salesman is a liar.)

Sales: Miss XX, have you ever visited other properties before?

Buyer: Yes, such as the properties in XXX. (At this moment, the salesperson will roughly judge your financial situation based on the property price you answered)

Sales: The properties we looked at before were mainly concentrated in XX District. What were your main considerations? Work convenience or investment considerations? (Judging the demand for buying a house from the answers)

The above conversation may seem like the salesperson is simply chatting with you, but he or she already has a general understanding of your overall social relationships, funds, and needs.

2. Understand user needs and prepare Plan B

Regardless of the industry, it is crucial to understand user needs. Users can only be converted if they like the product. The previous casual chat only preliminarily determines the general demand direction, and the details ultimately determine the success or failure of the conversion.

Next, the salesperson will recommend products (buildings) that meet your needs in all aspects. Understand customer demands in detail, such as common conversations:

• Do you personally prefer to buy a new house or a second-hand house? Unfinished house or fully furnished house?
• How many square meters of house would you prefer to buy? Two bedrooms or three bedrooms?
• Do you want to buy a high floor or a low floor?
• Should the house have a north-south layout? Or is there no specific requirement for the direction?
• Are there any other demands? Sea view room? Garden view room? School district housing? villa? Duplex?
• Are there any transportation demands? Want to be close to the urban rail? Want to be close to public transportation? Want to be close to the airport?
• …

When the sales manager understands all these details, his brain will work at high speed and prepare many Plan B plans at the same time to meet user needs to the best of his ability.

3. User Insights - Sales Theater

Determining user needs and providing products or services that satisfy them is half the battle in sales promotion. But what if users still don’t buy? The next step is to test the salesperson’s insight into the user’s psychology, as well as the user’s ability to decipher sales tactics.

Sales is a collection of people who come together as one. No matter how strong a salesperson is when promoting a product, if no one supports you, the credibility of what users say will be reduced. Therefore, observing people's words and expressions is the most basic ability in sales, and the real estate industry is also performing sales dramas at any time.

Salespeople who are familiar with each other know what to do next with just a glance, and even salespeople who meet for the first time have the natural talent of "naturally getting into the role." So what are the performance tricks commonly used in sales? Why do many users not even realize they have been “tricked”?

1. Emphasize scarcity

Salesperson: “All the houses in this building are sold out. Only the house in Building XXX is left, and there is only one unit left. If you don’t buy it now, even this one will be gone.” As a result, a month later, a house in a better location was released.

In fact, the general sales rule of real estate developers is to release the houses with bad building locations and floors first, and only release the best houses after the relatively inferior houses are sold out. And all the prices in the best buildings and locations will be raised very high.

Real estate developers can sell buildings in poor locations at good prices and buildings in good locations at high prices by creating an appearance of product scarcity. This is a common operating tactic used by developers.

2. Show empathy

Think back to when you heard many real estate salesmen say to you: "I also bought this community because the location is so good that I feel I will lose money if I don't buy it now." (Usually they will show you the real estate contract as persuasive evidence)

"I thought the same as you at first, but then I realized that if I didn't buy it now, I wouldn't be able to afford it later. Young people should be bolder."

This kind of sales talk is very common. The salesperson applies the principle of empathy and deliberately distances himself from you, making you feel that buying the house is a good idea. But as long as you are a little smart, you can reverse the result of the sales statement to find out how much a real estate salesperson earns per month, and based on their income assessment, can they really afford a house in the community? In fact, this is a math problem, and it can be solved by simple calculation, but many people believe it.

3. Love Case Studies

(1) Compare with competitors in terms of supporting services

For example, our property was built by Sunac, which achieved the fourth place in the country in just a few years. Compared with real estate companies like Vanke, our overall service support measures are more complete. In terms of culture and tourism, as long as you are a Sunac owner, you can enjoy the priority of not queuing; in terms of service, there is a leisure area downstairs of each building, and the facilities of each building are different; in terms of experience, the house area utilization rate is high, the garden design incorporates local characteristics, and it feels more like home; in terms of quality, even Ma Yili bought our house to live in...

The products and services are better than those of Fortune 500 companies, and even celebrities are using them. How can this not be attractive?

(2) Comparison based on government planning, transportation convenience, etc.

For example, the government is already planning and constructing XX Avenue. In the future, users living here will only need 20 minutes to reach the airport. The Guangzhou-Foshan Line is expected to be completed and open to traffic in 2022, and it will only take one hour to travel to and from Guangzhou.

Taking advantage of user information asymmetry, using the uncertainty of the future and the authority of policies, we endorse and certify current products.

(3) Comparison based on future appreciation potential

Looking to the future, the kindergartens, parks, roads, and shopping malls built around here will boost the economic development of this area. In the future, it will only take 30 minutes to get to the city center, so there will definitely be great room for appreciation.

Humans are profit-seeking animals. Who doesn't want to get a piece of the pie when it comes to self-interest (appreciation)? As long as there is greed, one will inevitably be attracted.

4. Breaking the last line of defense of user psychology - sincerity money

I think the earnest money is a new way for sales to change their marketing strategies. In the past, I had only heard of paying a deposit but not an earnest money when buying a house. What is earnest money?

The real estate salesperson said that the earnest money is not the same as the deposit. Although both are 10,000 yuan, the deposit is non-refundable, while the earnest money is refundable. The earnest money means that you pay 10,000 yuan to the sales center first, and they will reserve the house for you for two days. If you feel that the house is not suitable after two days, the earnest money will be returned in full.

Uh, where in the world are there such big frogs jumping all over the streets? If you don’t buy the house after giving me the earnest money, and another customer takes a fancy to the house during the reservation period, should I sell it or not? The real estate sales center will never do anything that loses money. The earnest money is just another name for the deposit. It is always the "illiterate" people in this world who suffer the consequences of playing with words.

Sure enough, after you paid the earnest money, the salesperson returned the receipt to you and wrote "deposit" instead of "earnest money". The sales tricks are very complicated, go back to the countryside quickly! ! !

When you realize you may have fallen into a trap, be aware of:

1. When chatting with strangers, don’t reveal too much personal information, and be most vigilant about gossip (sugar-coated bullets)
2. Is the product price worth it? How big is the duration fluctuation?
3. The scarcer something is, the more cautious you should be.
4. The future is a gamble, calculate how big your winning cards are

As an operator, I have heard many tricks and have also been tricked by others. Today I have compiled some common routines into an article, hoping to help some friends make careful decisions.

Author: Kaka

Source: Kaka's Product Notes