Thinking 1: if you don't know the motives of customers buying, you will never know what you can sell! No one will buy the same thing in complex sales. Everyone is determined by the degree of satisfaction of personal motivation, so we should understand the motives of customers' purchase.

Thinking two: selling is not just selling, but buying with customers! It means caring about how customers purchase, and letting customers feel that you are helping him.

Thinking three: there is no homogenization of products, only can not find the difference in demand sales. To go deep into it, actually, customers are not looking for differences, but looking for the value that differences bring to him. The difference is only when it comes to meeting the needs of the customers. So the difference is not about products, but about demand.

Thinking four: when you walk out of the door of your customers, you need to know not only what you are going to do for your customers, but also what you are going to do for your customers. The commitment of your customers is the most important thing in sales, especially in complex sales. Sale People do their own stupid things, and then wait for customers to buy because of moving.

Thinking five: customers without goals, sales have no hope. Customers have a clear goal, sales hope is not big, customers' desire for improvement and the good imagination after using products are one of the driving forces for buying; if customers have very specific application targets, ten or nine of them are your competitors, and you will be in danger if they do.

Thinking six: the essence of negotiation is not that customers are pressing prices, but customers are looking for the base price; therefore, the key to sales is not price reduction, but how to shape the base price approved by customers. This is the core of all negotiation skills.

Thinking seven: no one has ever bought any product! From the sales point of view, the so-called product is just a collection of ways to solve customer problems. The task of selling is to integrate these things together and to detached them to the customers' concerns. And the customer buys the method and ability to solve the problem, rather than the monster named product.

Thinking eight: no matter what circumstances, there will always be a reason why customers do not make a commitment to buy. That is, he believes that when accepting your product, he will encounter personal "lose", or he can not see "win". He did not see what this purchase was for himself. The sooner we catch the feeling of "losing", the easier it is to push forward the project.

Thinking nine: the bad news that comes early is Hot wire 。 Sales is a game without second. If you can't be the first, you must strive to become the last in the first place and leave early. Otherwise, your cost will be too great.

Thinking ten: in complex project sales, good salesmen are actually good directors.

Thinking Eleven: Customer Objection = doubt + negative emotion; you can't just eliminate the objection through interpretation, so that there will be new doubts, because he has not lost his breath. Faced with objections, there are three things to do: to eliminate negative emotions by sharing (not agreeing) his feelings. Through exploration, we can find out the reasons behind the objection, and solve the problem rather than solve the problem.