【销售话术】十一销售黄金周来袭，你准备好了吗？

[Selling words] "Eleven" sales gold week strikes, are you ready?

身在珠宝圈的你

是否还在为门店的

销售业绩停滞不前而万分苦恼？

 不要怕 

机会来了 

被称之为销售黄金周

国庆节就要到来

没有华丽的词藻

只想把有益的知识

毫无保留的分享给你们

趁此机会

好好学习一番哦

You in the circle of jewelry

Is it still for the store?

Sales performance is stagnant and extremely distressed?

 do not be afraid" 

The opportunity is coming

Called "Sales Golden Week"

National Day is coming

No gorgeous words

Just want to put useful knowledge

Share to you without reservation

Take this opportunity

Have a good study.

1

FABE"代表含义

F

代表特征(Features)

产品的特质、特性等最基本功能：它是如何用来满足我们的各种需要的。例如，从产品名称、产地、材料、工艺定位、特性等方面深刻去挖掘这个产品的内在属性，找差异点。

A

代表优点(Advantages)

由上面的特征所产生的优点(Advantages)：即(F)所列的商品特性究竟发挥了什么功能？是要向顾客证明购买的理由。同类产品相比较，列出产品优势特点，可以直接、间接去阐述。例如：更管用、更高档、更温馨、更保险...

B

代表好处、利益(Benefits)

上面的优点能带给顾客的利益(Benefits)：即(A)商品的优势带给顾客的好处。利益推销已成为推销的主流理念，一切以顾客利益为中心，通过强调顾客得到的利益与好处，从而激发顾客的购买欲望。这个实际上是右脑销售法则中特别强调的一点，用众多的形象词语来帮助消费者虚拟体验这个产品。

E

代表证据(Evidence)

证据包括技术报告、顾客来信、报刊文章、照片、示范等，通过现场演示，相关证明文件，品牌效应来印证刚才的一系列介绍。所有作为证据的材料都应该具有足够的客观性、权威性、可靠性和可见证性。

总结

FABE销售法则简单来说，就是在找出顾客最感兴趣的各种特征后，分析这一特征所产生的优点，找出这一优点能够带给顾客的利益，最后提出证据。

综合起来就是一句话：因为XX产品有什么特性，所以它有如下优点，而这些优点能给您带来的好处有以下几点，下面我来做几个演示证明给您看......

1

"FABE" stands for meaning

F

Representative features

The most basic functions of the product's characteristics, characteristics, etc.: How it is used to meet our various needs. For example, from the product name, origin, materials, process positioning, characteristics and other aspects to deeply explore the intrinsic properties of this product, find differences.

A

Representative Advantages (Advantages)

Advantages arising from the above features: What function does the product characteristic listed in (F) play? It is to prove to the customer "the reason for the purchase." Compare the similar products and list the advantages of the products, which can be directly and indirectly explained. For example: more useful, more upscale, warmer, more insurance...

B

Representing benefits and benefits (Benefits)

The above advantages can bring benefits to the customer (Benefits): that is, (A) the advantages of the goods to the customer. Benefit sales have become the mainstream concept of sales, all of which focus on the interests of customers, and stimulate customers' desire to purchase by emphasizing the benefits and benefits that customers receive. This is actually a point highlighted in the right brain sales rule, using a variety of image words to help consumers virtually experience this product.

E

Representative evidence (Evidence)

The evidence includes technical reports, customer letters, newspaper articles, photos, demonstrations, etc., through a live demonstration, relevant documents, brand effects to confirm a series of introductions. All materials used as evidence should be sufficiently objective, authoritative, reliable and visible.

to sum up

The FABE sales rule is simply to analyze the advantages of this feature after finding out the characteristics that the customer is most interested in, to find out the advantages that can bring benefits to the customer, and finally to present evidence.

In combination, it is a sentence: Because XX products have any characteristics, it has the following advantages, and the advantages that these advantages can bring you have the following points. Let me give you a few demonstrations to show you..... .

2

铂金FABE销售话术

0

1

硬度高，不易变形

好处：当您干家务活、提重物或日常做某些事情时，不用担心戒指会变形、破损等情况。这是也当今越来越多人购买铂金的原因之一！

证明：众所周知，黄金首饰佩戴不当很容易导致变形的情况出现，这是大家都知道的事实，您看这款铂金戒指，我们试戴来感受一下，是不是明显感觉比黄金硬多了？

0

2

硬度高，不易磨损

好处：大家有时候忙的时候很难顾及到自己是否佩戴了首饰，手握东西时难免会与其它首饰产生摩擦，这时或多或少会造成首饰磨损的现象，如果金属弱，便会有变黄或陈旧的错觉。但您现在选的这款铂金首饰，就不用担心这些问题，佩戴的时间不光长还有日久如新的感觉！

证明：您看这份资料说明，足金的硬度只是2.5左右，相当于指甲的硬度，而铂金的硬度则达到4-4.5左右。

0

3

不易变色

好处：我们日常难免会接触到如洗涤剂、漂白水、香水、定形水等含有化学成分的物品。铂金首饰与其它材质的首饰对比而言，不会因为长期接触某些含有化学成分的物品而导致首饰出现变黄、陈旧的现象。当然，这也是相对的，无论是什么产品，在含有化学成分物品中会对该产品有一定的损伤，所以要尽量避免。（最后还是要告诉顾客，如果不慎接触到含有化学成分的物品，应如何正确去保养，间接转移顾客注意力，不要纠结在首饰与化学材料上。）

证明：化学实验中有个焰色反应，就是用一根清洁的金属丝来盛载样本，而一般用的都是铂或镍铬合金，然后再放到无光焰（蓝色火焰）中，由此证明铂金的化学性质是最稳定的。

2

Platinum FABE sales speech

0

1

High hardness, not easy to deform

Benefits: When you do housework, heavy lifting, or doing something everyday, don't worry about the ring being deformed or broken. This is one of the reasons why more and more people are buying platinum today!

Proof: It is well known that improper wearing of gold jewelry can easily lead to deformation. This is a fact that everyone knows. If you look at this platinum ring, let us try it and feel it. Is it obvious that it is harder than gold?

0

2

High hardness, not easy to wear

Benefits: When people are busy, it is difficult to consider whether they wear jewelry. When they hold things, they will inevitably rub against other jewelry. This will cause more or less jewelry wear and tear. If the metal is weak, there will be The illusion of turning yellow or old. But if you choose this platinum jewelry, you don't have to worry about these problems. It doesn't last long and it feels like a new one!

Proof: You see this information shows that the hardness of pure gold is only about 2.5, which is equivalent to the hardness of nails, while the hardness of platinum is about 4-4.5.

0

3

Not easy to change color

Benefits: We inevitably come into contact with chemicals containing chemicals such as detergents, bleach, perfume, and shaped water. In contrast to jewelry of other materials, platinum jewelry does not cause yellowing or staleness of jewelry due to long-term exposure to certain chemical substances. Of course, this is also relative. No matter what product, there will be some damage to the product in chemical-containing articles, so try to avoid it. (In the end, you should tell the customer how to properly maintain the product containing chemical ingredients, indirectly transfer the customer's attention, do not entangle in jewelry and chemical materials.)

Proof: There is a flame reaction in the chemical experiment, which is to use a clean wire to hold the sample, and generally use platinum or nickel-chromium alloy, and then put it into the flameless flame (blue flame). This proves that the chemical properties of platinum are the most stable.

3

钻石FABE销售话术

0

1

火彩闪耀天然、罕有

优点：钻石火光闪耀

好处：以前大家都喜欢佩戴黄金类首饰，觉得高贵；而现在大家都偏向时尚简约款的钻石首饰，大有大的奢华，小有小的优雅，但无论是大是小，用于日常佩戴，大家都会选择大小适中的。那要怎么挑选钻石呢？首先要看4C，其次就是挑选款式与寓意特点。好看的款式有很多，但不同人的手指指型应匹配不同的款式，选择适合自己的才是最重要的。

证明：我打灯给您看一下，您看看，就如您现在看的这款，打在钻石上的红色灯光是不是都反射到周边的白纸上了？而钻石每个棱面的光彩冷艳又醒目，非常漂亮！

0

2

低净度钻石的天然印记

优点：可透过十倍放大镜辨认出钻石是否纯天然，价格也具有吸引力。

好处：就算是遇到同款同重量的钻石，您都能用十倍放大镜辨认出哪一件首饰是你的，完全不用担心产品混淆的问题。

证明：相近的净度，肉眼区别不大，但它与钻石的价值却息息相关。透过10倍放大镜，钻石内的瑕疵就能明显区分。我准备了放大镜，您可以来看一下。（顾客自行观看）您瞧，极轻微瑕级别和内含级别的差别，不止是在十倍显微镜下看才明显，肉眼看到的颜色也有明显的区别（微瑕级别和泛黄光的钻戒进行对比）。

0

3

低级别、高色彩

优点：

a、给人时尚感

b、令人感觉专业有个性

c、价格具有吸引力

好处：

a、天然内含物我们通过肉眼是无法看见的，而佩戴时光彩依然夺目。因为同样大小的钻石，级别不同，但价钱区别却非常明显。如果您对净度有要求，可以看下这几款（选择顾客喜欢的款式让其试戴）；如果您对钻石级别这块有考量，也可以看看级别稍低些的（选择火彩弱一些的产品让其试戴），您看看这两个级别，肉眼看是没有太大的区别，但火彩同样闪耀。

b、钻戒的款式非常多，我们老字号品牌钻戒从研发到设计结合不同消费者的特点与爱好，传递着不同的理念与浪漫情感。比如您手中试戴的这款，它是采用......工艺，通过......的镶嵌手法，展示出钻戒......的特点，一来可以修饰指型，二来更能表达你们之间的情感，是祝福也是对美好未来的见证。

c、如果您对这个款式不满意的话，可以看看这几款，我们店里的款式都不一样，每款钻戒代表不同的寓意，可以说是特别设计的个性款。

证明：这几款是您刚才比较中意的，您可以对比下。您看中的这几款都是精致时尚款（小清新款/欧式简约款），比较符合您的气质（针对性的介绍产品的特点，从爪镶寓意、戒壁、戒托等方面阐述情感特点）。

3

Diamond FABE sales speech

0

1

Fire shines - natural, rare

Advantages: Diamond shines

Benefits: In the past, everyone liked to wear gold jewelry, which is noble; now everyone is biased towards the sleek and simple diamond jewelry, which has big luxury, small and small elegance, but it is used for everyday wear, big or small. Everyone will choose the right size. How do you choose a diamond? First of all, we must look at "4C", followed by the selection of styles and meanings. There are many good-looking styles, but different people's finger-finger types should match different styles. It is most important to choose the one that suits you.

Proof: I will show you the light, look at it, just like the one you are looking at now, is the red light on the diamond reflected on the surrounding white paper? The brilliance of each facet of the diamond is glamorous and eye-catching, very beautiful!

0

2

Low clarity - the natural imprint of diamonds

Advantages: The ten times magnifying glass can be used to identify whether the diamond is natural and attractive.

Benefits: Even if you encounter the same weight of diamonds, you can use a ten-fold magnifying glass to identify which piece of jewelry is yours, no need to worry about product confusion.

Proof: The similar clarity is not much different from the naked eye, but it is closely related to the value of diamonds. Through the 10x magnifying glass, the flaws in the diamond can be clearly distinguished. I have a magnifying glass, you can look at it. (Customers watched it yourself) You see, the difference between the very slight level and the intrinsic level is not only obvious under the microscope of ten times, but also the color seen by the naked eye is also obvious (the micro-level and the yellow-gray diamond ring are carried out). Compared).

0

3

Low level, high color

advantage:

a, giving a sense of fashion

b, feels professional and individual

c, the price is attractive

benefit:

a. Natural inclusions are invisible to the naked eye, and the brilliance is still dazzling when worn. Because the same size of diamonds, the level is different, but the price difference is very obvious. If you have a requirement for clarity, you can look at these models (select the styles that customers like to try on); if you have a consideration for the diamond level, you can also look at the level is slightly lower (choose fire color weak) Some products let them try on), you look at these two levels, there is not much difference between the naked eye, but the fire is also shining.

b, diamond ring styles are very many, our old brand diamond ring from research and development to design combined with the characteristics and hobbies of different consumers, conveying different ideas and romantic feelings. For example, the one you tried on in your hand, it uses the ... craft, through the mosaic method of ..., shows the characteristics of the diamond ring..., you can modify the finger shape, Second, it is more able to express the feelings between you. It is a blessing and a testimony to a better future.

c. If you are not satisfied with this style, you can look at these models. The styles in our store are different. Each diamond ring represents a different meaning. It can be said that it is a specially designed personality.

Proof: These are the ones you just wanted, you can compare them. All of the items you are looking for are exquisite and fashionable (small and new European/European minimalist models), which are more in line with your temperament (the characteristics of the targeted products, from the claws in the meaning, wall, setting, etc.) Features).

非黄销售总结

消费者进店选购黄金产品，一看品牌求信赖，二比价格求实惠，只要品牌不错，价格理想自然会成单。

而在选购铂金与钻石产品时，在同等品牌效应下，为促成交易对竞争品牌门店恶意相向绝不是长久之计。

珠宝顾问对品牌及产品必须有更深刻的认知与了解，才能针对不同顾客的心理需求提出不同的首饰方案，更好的促成交易，而在这个过程中，一是在向顾客传递品牌理念，潜移默化影响顾客对品牌的认知与了解；二是直接或间接的展示出珠宝顾问的专业度，为成单做好铺垫，即使未能当下成单也能为门店进行良性宣传。

Non-yellow sales summary

Consumers enter the store to buy gold products, look at the brand to seek trust, the second price is affordable, as long as the brand is good, the price will naturally become a single.

In the purchase of platinum and diamond products, under the same brand effect, it is not a long-term solution to promote the transaction to the malicious brand stores.

Jewelry consultants must have a deeper understanding and understanding of brands and products in order to propose different jewellery solutions for different customers' psychological needs and better facilitate transactions. In the process, one is to convey the brand concept to customers. Subtle influence affects customers' perception and understanding of the brand; secondly, it directly or indirectly demonstrates the professionalism of jewelry consultants, paving the way for the order, even if it is not the current order, it can be a good publicity for the store.