One-on-One Training: Core Sales Concepts

The core definition of sales thinking, the three most important dimensions for evaluating customers, and the principle of “being specific” in sales conversations.

I. The Essence of Sales

A customer’s lifetime value is important

Don’t focus only on a single sale. Consider the total value a customer can bring you, from the time you first meet them through long-term service.

The concept of sales (4 things)

1. Createvalue for customers
2. Help customerssucceed
3. Help customersUnderstand good products and solutions
4. Help customersFulfill their wishes

The complete definition of sales

Through specific channels and methods of communication,put yourself in the customer’s shoesto solve their problems and concerns, anddeliver value that meets the customer’s expectationsin exchange for products and investment.

II. What Matters Most to Customers

Customers make decisions based on three dimensions, each with varying degrees of importance. Identify and emphasize the “very / many times over” levels:

Urgency

不急迫 → 一般 → 紧急 → 非常紧急

Core: Focus on urgency.

Importance

不重要 → 一般重要 → 重要 → 非常重要

Example of what to say to emphasize importance：

As your parents get older, they’re experiencing headaches and minor ailments more often. Why not try cordyceps?

Return on investment

无回报 → 一般回报 → 多倍回报 → N+1 倍回报

Example of what to say to emphasize return on investment：

At one-tenth the price of health supplements, it’s genuinely ten times as effective.

III. Problems Encountered in Sales

Customer states: difficulty → problem → challenge → dilemma

Salespeople need to identify the customer’s current state and respond accordingly.

Be specific; avoid vague descriptions

Counterexamples (avoid using): marketing / market share / ideal state: Some people may not understand vague terms like these.

Learn from con artists — Define and explain the words or characters that need clarificationKnow it inside outso you can answer instantly when someone asks.

IV. Definitions of Key Terms