"Choke Choke" is the pin crown of the story telling meeting of the Sutra Gathering

1、 Win win business gathering, rooting, deep planting

In October 2022, Sayyas Retail Center implemented a management measure of "dealer autonomy", invited outstanding dealers to participate in the business decision-making of retail business, and established Sayyas Peer Meeting. The students' meeting broke through the traditional management of "planning, organization, command, coordination and control" and advocated "equality, respect, trust, cooperation and sharing". Through the class meeting, with the help of dealers' practical experience, we gathered more effective suggestions and measures for dealers to solve the problems in the above dimensions, formulate and implement marketing strategies for regional business differences, business differences, product business differences, competitive product research strategies and other dimensions.

At the beginning of the students' meeting, Sayyas headquarters first hired Zheng Chunhua, a sales champion Wuhan dealer, as the retail marketing director. This bold move is not only the determination of Sayyas brand and high-quality dealers to form long-term strategic cooperation, but also the recognition of dealers who have made great contributions to the company. Through the rich front-line experience of dealers, we can find the shortcomings of retail and participate in product development, marketing and other issues, Make the headquarters' decisions more suitable for the terminal's "marketing war". The manufacturer cooperates to make suggestions for the development of Sayyas and makes concerted efforts to promote the development of Sayyas's cause.

Such a decision is unprecedented, but it is the wisdom and determination to pursue a "substantial" breakthrough.

2、 Makers of change: seeking changes and seeking self

Sayyas headquarters adopts the "dealer appointment system". Zheng Chunhua, as the first appointed marketing director, is very supportive of such a decision.

First of all, as the leading brand of door and window enterprises, Sayyas believes that there is still a very big room for development and growth. Secondly, from his own point of view, it is also an ideal for him to participate in the promotion of retail development. He not only bases himself on the local business, but also contributes to the marketing construction of Sayyas, which is also a challenge for Mr. Zheng. It is also something he is looking forward to achieving.

In the Wuhan door and window market, Mr. Zheng has won the industry position and market reputation after years of business war, and has formed a good team self operation system through a sound marketing model. On this basis, Mr. Zheng hopes to pass on excellent experience to more Sayyas dealers through the linkage with manufacturers, establish the operational confidence of cooperation channels, and improve the sales ability of the dealer team.

Sayyas headquarters chooses the strategy of "dealer autonomy", that is, using the appropriate dealer manager to manage the region (or manage one side of the business), can break the conservative business method of retail business. With the help of excellent dealers, close to the regional market, and accurately develop marketing strategies and methods.

Sayyas's retail business, on the one hand, seeks external consultants to enhance its brand image, and on the other hand, through the establishment of a "peer group" think tank of dealers, adopts a two-way combination of the air force and army forces to promote the breakthrough of retail business. In the future, only by constantly improving product competitiveness, brand height and service quality can Sayyas select and incorporate more excellent dealers.

In the interview, Mr. Zheng mentioned the selection criteria for excellent regional managers and dealers. In retail business, the function of regional managers is particularly important. It is necessary to select marketing personnel who are very familiar with the first-line market, and make friends with excellent building materials operators in various regions to become friends or partners of Sayyas brand. In the process of investment promotion, in addition to sales volume assessment, dealers should also be assessed whether they are the best local building materials workers. If dealers have such ability, they need to be supported as star dealers of Senying. Therefore, it is also very important to enhance the brand recognition and loyalty of high-quality dealers. In this respect, the requirements for the ability of regional managers are relatively high, so, Building a regional marketing "iron army" with practical ability is also the basis for consolidating retail business.

3、 Marketers, storytelling is also a technology

Zheng Chunhua is a boss who likes to tell stories. He is strict and rigorous, but he has been in touch for a long time. He is also a very friendly person, so we are willing to call him "Shifu".

For the dry goods in this issue, the master shared with us the method of "telling stories" to close the customer relationship.

1. Storytelling may increase trust.

Mr. Zheng is willing to tell stories because of his business. Telling stories helps customers remember you more easily.

Social psychologist Jonathan Hyde said, "The human brain is a story processor rather than a logic processor." Human beings are naturally fond of listening to stories and remembering stories, but they don't like listening to numbers and can't remember numbers. Can you recall some performance data that your leaders told you one month ago? But you must still remember the stories of some cooperative customers. If you want customers to remember you, you should tell them more stories. Storytelling can rapidly increase your trust from 30% to 70%, which shows that storytelling is powerful for building trust.

2. 6 Elements and 8 Questions of "Storytelling"

The story generally contains six elements, which are time, place, character, cause, process and result in turn. All these points must be made clear. How to make the story more true and credible?

You must answer the following 8 questions in the story,

(1) Why do customers listen to this story?

(2) When did the story take place? Where?

(3) Who is the main character of the story? What did you do?

(4) What is the background and cause of the story?

(5) What efforts have the main characters made to this end?

(6) What is the result of the story?

(7) What are the lessons from the story?

(8) What does the story inspire customers?

After knowing the six elements and eight questions of the story, the next step is how to tell the story. Before you tell a story, you should ask the customer to tell his story, and then you can tell it again, so that the effect will be better.

3. How can customers tell their stories?

Mr. Zheng has a philosophy that "sales are doctors, customers are patients, and products are antidotes". As a doctor, your responsibility is to diagnose the symptoms of customers first and then prescribe the right medicine. You must first ask the customer to tell his or her story by asking and chatting, and then give the corresponding solution. So what stories should customers tell?

(1) Stories about personal experiences

You can ask the customer, "How did you make your business so big?" "Can you talk about your experience of starting a business?" "What special unforgettable events did you have in your entrepreneurial process?". Most business owners like to tell their own business stories. When they ask this question, customers will tell you about it. Once customers tell it, the distance between you will be narrowed.

(2) Stories about problems encountered in the current business

You can ask the customer "What is the biggest problem in the current business?" "What problems do you most want to solve in the current business?". Everyone likes to tell others about their troubles, so do customers. Customers tell their own stories. As a salesperson, you should prepare your own stories carefully. What stories do you need to prepare?

4. Three stories you must be able to tell

(1) The story of why you want to do this job

There is a saying that is particularly good: "People will not pay for your work, but will pay for why you do it." The reason why you do this job can, to a certain extent, reflect what kind of values you have and what kind of person you are. Before the customer cooperates with you, he will come to know who you are in various ways. Every customer hopes to cooperate with positive, optimistic, professional and responsible sales.

Why do you want to do this job? What's the meaning of your job? If your answer is nothing but making money, it means that you are a person who doesn't pursue too much. If the customer encounters another sales person, once he has given a lot of reasons for doing this job, and every point is very meaningful, you will lose an opportunity to continue to communicate with the customer.

He often explains to his team members the significance of doing this job, which has a sense of mission and great social value. We are required to keep this sentence in mind, put it into action and work with a sense of mission. When talking with customers about cooperation, we should tell them the purpose and significance of our work. When you take the initiative to speak out your work mission, the customer will be impressed and will give priority to cooperating with you.

(2) Success stories of cooperative customers

The success stories of cooperative customers are very persuasive. Each sales person must be able to skillfully tell two or three classic stories. No matter what story you tell, you must make sure that the story you tell is similar to the customer, and you must not be inconsistent. The more similar the success story of the cooperative customer you tell to the situation of the intended customer, the better the effect of the story will be. For example, the same industry, the same scale, the same place, the same business status, and even the founder's background are similar.

(3) No loss story of cooperative customers

By telling such stories, we can hint how big the loss will be and how bad it will be for the current customers not to cooperate. It is necessary to talk about the cost paid by customers who have not cooperated with you, how much money they have lost, how many customers they have lost, how much market share they have lost, and how many competitors they have increased.

Mr. Zheng said that storytelling is a necessary skill for every salesperson, and everyone must learn it. The story can be applied to all stages of sales negotiation, whether it is to attract customer attention, build customer trust, or do customer background research, or sign a contract to force payment. Sales is a subject that needs constant learning; Sales is a skill, which needs constant practice; With constant learning and a lot of work, you can certainly surpass yourself and others, and realize the dream of sales champion as soon as possible.