“I just changed one comment.
“Your performance has doubled!”

Samsung Electronics, Hyundai Motor Company, Hanssem, Amorepacific, LG Household & Health Care, Yulchon Law Firm, Yonsei Severance Hospital,
Chanel, Gucci, Estee Lauder, Mary Kay, Shinsegae Department Store, Baedal Minjok, TMON, Kyobo Life Insurance, Shinhan Life Insurance,
ING Life Insurance, Samsung Fire & Marine Insurance, Hyundai Marine & Fire Insurance, AXA General Insurance, AIG General Insurance, SK Telecom, Handok…
The secret to persuasion from Hwang Hyeon-jin, the #1 sales instructor who writes scripts for the best salespeople!

I consulted with 10 people, but why is his performance soaring?

If you're meeting with clients every day, working tirelessly to sell to acquaintances and even those acquaintances, but aren't seeing any significant results, it's time to examine your "talking"! Sales is ultimately about meeting and conversing with customers, and for a salesperson, the most important skill is "talking."


From shopping hosts who generate hundreds of millions of won in sales per minute to businessmen who close contracts worth billions of won with a single persuasion, insurance planners, car dealers, department store salespeople, door-to-door salespeople, to aspiring CEOs, doctors, and lawyers, there are instructors sought out by people who can influence money and people with a single word.
This is Hwang Hyeon-jin, the sales industry's top-rated instructor who lectures on sales skills more than 400 times a year and is known as the best instructor chosen by salespeople.
In "Sales, Change Your Words," he demonstrates speaking techniques that get customers to open their wallets and make purchases using simple explanations rather than flashy persuasion.

Sales pitches that don't lead to results often end up just conveying facts.
On the other hand, sales talk that leads to results is infused with the 'information' that I want to convey to the customer.
Information is something that has value added to the 'facts' as they are.
In sales, the art of conveying facts is not enough.
Because customers obviously want information that goes beyond the facts (the meaning they will get from the facts).
How frustrating it would be to have a customer say, “Oh, that’s pointless,” after talking so much!
The products and services you introduce to your customers already exist, and unless you are a product developer, you cannot change them.
However, this does not mean that the value of the product is completely determined there.
Even for the same product, its value can change depending on the customer who uses it.
Ultimately, the role of a salesperson is to discover the product value that suits the customer and give it meaning.
And how to properly convey that value is the sales technique we really need to know.

--- From "Before You Begin_ Check Your Words"

Insurance company compensation officers were casually using difficult terms that ordinary people would have never heard of before, such as ‘courtesy ride,’ ‘self-reliance law,’ and ‘negligence offset.’
Even for the most knowledgeable person, it is difficult to know all the technical terms related to traffic accidents.
Explaining things to such a person in difficult industry terms only adds to the confusion.

How can you sign an agreement if you still don't understand, no matter how much you hear? Don't assume, "If I know, the other person will know."
It's just an illusion.
"No way. The clients I've met always nod and understand even when I explain things fluently, often using difficult terms." You're thinking that too, but that's a mistake.
So please explain it in a way that is easy to understand.

--- From Chapter 1: Why Didn't That Customer Buy?

When making a purchase, what do customers value most? It's the impact on them.
To be more specific, always think about what you can gain.
Ultimately, the most obvious way to attract customers is to make them have a concrete expectation of what they will get.

The reason sales fail is because you are so focused on the product that you don't offer anything that meets the customer's expectations.
Please, whatever it may be, include specific details in your sales pitch about what the customer can expect.
That's how you can succeed in sales.

--- From “Chapter 2: What to Say_ Listen”

Isn't there an old saying that goes, "See one and know ten."
Want to tell your customers about your fever? Then never tell them everything.
Even if you tell the customer the number of times, they won't remember everything.
Just show me 'one'.
If you can show just one thing properly, customers will realize it and choose you.

A Chinese restaurant called Jjamppong Time opened near my house a while ago.
I saw a banner hanging in front of the store and it said, 'This place makes incredibly good Jjamppong.'
It's a place where people always line up to eat.
I also took my family there and tried it.
It was delicious.
Since they specialize in Jjamppong, I thought only Jjamppong would be delicious, but as expected, the Jjajangmyeon and Tangsuyuk were delicious as well.
What if that banner had said, "We serve all kinds of Chinese food"? Well, the initial marketing might have been a failure.
Of all the Chinese dishes, 'Jjamppong' is the one that has left a strong impression on customers' minds.
"You're good at making Jjamppong, so why can't you make other dishes? I'm sure the other dishes will be delicious too," he said, raising customers' expectations.

--- From “Chapter 3: How to Speak_ Talk”

If you watch home shopping broadcasts, you will usually see that they offer two or three options to customers, such as “Automatic order number 1 is a large capacity of 830 liters, number 2 is an extra large capacity of 910 liters.”
It doesn't suggest just one thing, nor does it suggest twenty-six things.
Why? The truth is, each broadcast has a specific model it focuses on selling.
For example, the comment above is also like that.
We have prepared two options, but in reality, option 1, the large capacity, accounts for more than 90 percent of all orders.
But why bother showing Model 2? If only one model is shown, customers are left with a variety of choices.
'Should I buy it or not, should I buy it tomorrow, should I buy it before the holiday, should I buy a different brand, etc.' However, when two models are exposed, the customer's concern naturally shifts from 'Should I buy it or not?' to 'Which capacity should I buy, large capacity or extra large capacity?'

--- From "Chapter 4: The Decisive Word that Opens Customers' Wallets_ Emotion"