The concept of the phase and methods of effective sales. Customer Sales Techniques: Practical Techniques That Work. An effective technique for active sales by phone: the method of cold calls

Sellers are well aware of their audience and their needs to be met. However, they do not always understand the steps they must take. In this case, help effective methods selling goods and services that will be useful to you in communicating with customers.

The Best Selling Methods to Consider

1. SPIN sales
2. NEAT sales
3. Concept sales
4. SNAP sales
5. Challenger Sale
6. Sandler system
7. CustomerCentric Selling
8. MEDDIC

What are sales methods?

Selling methods are “how” to sell. They take goals and turn them into actionable steps, such as "Ask the prospect this question at that stage."

Unlike the sales process, the sales method usually does not apply to the entire sales cycle.

Instead, it refers to one specific part - qualifying, opening, demonstration, and so on.

This is not the only difference between sales processes and sales methods. Each organization must develop its own unique sales process based on its market, vertical, products, and position in the industry.

What is effective for one company will be a complete failure for another.

Different types of teams, on the other hand, can implement the same sales method.

Take the Challenger Sale (number 5 on this list) for example. Regardless of whether the company offers services for implementation of ERP businesses or restaurant kitchen supplies, reps can win the trust of potential customers by offering amazing insights and helping them through the buying process.

So that readers do not get confused in all these methods, the article describes seven of the most popular.

1. SPIN selling

Neil Rackham popularized SPIN selling with his book of the same name. SPIN is an acronym for four types of questions that merchants should ask their customers: Situation, Problem, Implication, and Need-Payoff.

• Questions about the situation help to understand the current situation potential client(although reps should still do research before calling or meeting).
• Questions about the problem get to the bottom of the client's problem.
• Questions about consequences explore the prospect of what the consequences will be if the problem is not solved.
• Needed Benefit Questions encourage a person to think about how the situation would change if their problem were solved.

Here is an example of a SPIN sale in the context of an executive recruiting firm.

• S - How is your hiring process going right now?
• P - Do you have difficulty filling senior management positions with competent candidates?
• I - If you do not find a candidate for this position, how will this affect the organization?
• N - If you could get a list of qualified candidates for a leadership role, how would that help the HR department and the entire organization?

Instead of telling a potential client why buying a product or service is a good idea and how it will impact, the goal of the SPIN sale is to help the client come to those conclusions on their own.

2. NEAT sales

This qualification methodology was developed by The Harris Consulting Group and Sales Hacker to replace ancillary methods like BANT (Budget, Authority, Need and Time) and ANUM (Authority, Need, Urgency and Money).

• 'N' in N.E.A.T. stands for core needs. Instead of focusing on the pain of the surface level, the creators encourage salespeople to delve into the problems of potential customers. What value will this product have for them as a person and organization?
• 'E' represents the economic impact. Not only do you need to present the client with a calculation of the ROI of your solution, but you also need to help them understand the economic impact of the current course of action and compare it to the impact they would see if they made a change.
• 'A' represents access to authority. You probably won't be able to talk to financial director but the rep can do it? Not bad either, right?
• 'T' or Timeline, refers to a demanded event, forcing a potential client to make a decision. If there are no negative consequences for those who miss this date, this is not a real deadline.

3. Concept sales

Conceptual selling is based on the idea that customers are not buying a product or service - they are buying their concept of the solution that the offer represents. The founders of this method, Robert Miller and Stephen Heyman, urge salespeople not to lead to an offer, but instead seek to uncover the prospect's concept of their product and understand their decision-making process.

• Confirmation questions reaffirm the information.
• New information questions clarify the prospect's concept of the product or service and explore what they would like to achieve.
• Attitude questions seek to understand the client on a personal level and discover their connection to the project.
• Engagement questions ask about the potential client's investment in the project.
• Questions about major concerns raise potential problems.

This sales method emphasizes listening and divides the sales process into three stages: getting information, giving information, and getting interest. All transactions must be mutually beneficial for both the client and the seller; if the seller feels that this is not the case, he must withdraw from the transaction.

4. SNAP sales

SNAP selling is a sales method that seeks to put the seller on the same level as the potential customer. SNAP is an acronym that encompasses four directives for sellers: be simple, be invaluable, always align and prioritize. With these principles in mind, salespeople can more effectively communicate value to busy customers, connect what they're selling with what's most important to the customer, and make it easier for them to buy.

And while most salespeople think there's only one decision involved in a deal—whether the customer buys or not—author Jill Konrath actually identifies three critical decisions.

The first is to grant access, the second is the choice to change the status quo, and the third is to change resources. These mini-steps enable sellers to better track the progress of the agreement.

5. Challenger Sale

Co-authors Matthew Dixon and Brent Adamson began The Challenger Sale by arguing that virtually every B2B salesperson fits into one of five personas: relationship builders, hard workers, lone wolves, reactive problem solvers, and competitors.

According to Dixon and Adamson's study, salespeople are almost evenly distributed across these profiles.

However, the competitors were the most successful - this group represented 40% of the most effective representatives in the authors' study.

What makes competitors so effective in sales? They follow the “teach, adapt, take” process.

First, they educate their potential customers, but not about a product or service, but about big business challenges, new ideas, and insightful insights. Then they tailor their approach to their client.

Finally, they take control of the sale by focusing on ultimate goal. The Challenger Sale method seeks to convey the wisdom of a competitor to the other four types.

6. Sandler system

Sandler's system expands on the scenario of the traditional sales process. While sales have historically revolved around the idea that salespeople should pursue and convince potential buyers, the Sandler method states that both parties should do their part. It doesn't swap the two roles, but it aligns them.

Obstacles, such as time or budget constraints, often derail agreements after a significant amount of work has already been done by both client and seller. But representatives trained on the Sandler system tend to lift and evaluate most of the obstacles in the qualification process. If the rep finds that his proposal doesn't really solve the prospect's problems, they won't waste their time and just leave the process.

Instead of a seller persuading a buyer to buy, in Sandler's selling system, the buyer almost convinces the seller to sell.

7. Customer focused sales

The customer-centric selling method seeks to change salespeople from product promoters to collaborative consultants. Customer-centric behavior is based on eight principles:

• Talk situationally instead of making a presentation
• Asking relevant questions instead of offering opinions
• Focus on the solution instead of the relationship
• Target decision makers
• Promote the use of the product rather than the product itself to generate interest
• Strive to be the best seller, not the busiest
• Focus on the timeline of the buyer, not the seller
• Inspire the buyer to buy instead of persuading him

8. MEDDIC sales method

The MEDDIC Sales Method is a qualification process for complex and corporate sales. This means:

• Metrics: what is the economic impact on the situation?
• Economic buyer: Who manages the respective budget?
• Decision Criteria: What formal evaluation criteria does the organization use to select a supplier?
• Decision-making process: How the organization will select a supplier; those. what are the specific steps?
• Problem Discovery: What is the trigger event and cost implications of the problem?
• Champion: Who sells on behalf of the company?

Each sales transaction must enable the customer to achieve a goal, solve a problem, or satisfy a need. If the product or service does not match any of these three options, the seller must withdraw from the transaction.

Effective Selling Methods

There are following methods effective sales.

1. The first sales method is service. The focus here is on the level of service. The tasks are simple - passive sales: serve the customer and release the goods. Well, at most, offer to consider some similar products.

The following technique is used here

First, organizations that work on incoming calls that take orders. This technique is used in supermarkets, hypermarkets, and partly, distribution companies with a constant assortment and with a constant demand for their product, which have very serious advertising and marketing support, can work this way. This is how consumer goods, simple goods, are sold, and the method of such sales assumes that the decision to purchase is made by the client rather quickly. What skills are needed here? The first, and probably the only basis is the standard behavior. Those. all situations are described - greetings, answering questions, registration, how to work in critical situations - well, at least a person should be able to speak beautifully and work at a certain positive level of mood.

The main plus here is that there is some kind of standardization. People who work with this method train their clients in this standard behavior. And this allows you to keep the buyer in a certain situation. Because buyers who encounter a company that works on this principle are already tuned in to a certain way: what they will have, how they will be talked to and how problems will be solved if they arise. But the downside is that there are no sales as such. And the most important condition is that there must be such goods and services that are either very seriously supported by advertising and all kinds of marketing activities, or the product is so familiar, so popular. in great demand that it is not necessary to make efforts for sale here.

2. The second method of selling is aggressive. If in the first type of sales the orientation is on the level of service, then here it is a direct orientation on the product. The tasks here are as follows: sales at any cost. And this "any price" - as a rule, infringement of interests of the buyer. That is, here there is, most likely, a one-time sale. This method is used by insurance companies that work with private buyers. This method is used by peddlers. Well, and partly this method is used by medical representatives in the pharmaceutical industry market. Here is a complete orientation to your product. Companies that use this method are guided by the following sequence of actions - as a rule, the VISHUD algorithm is used here: attention, interest, desire, confidence, action. At the first stage, the task is to attract the attention of the buyer, then to create some interest in him, then to arouse desire, then to make him confident in the correctness of his choice, and, finally, action. The skills needed here are roughly the following: rapport skills, effective presentation skills, handling objections, and closing a deal.

In the nineties, aggressive selling methods were very popular and were used by most companies. However, over time, consumers began to develop a strong immunity to these methods, and these methods ceased to work. However, the main problem is that the VISHUD algorithm is usually used by the buyers themselves when they make a purchase. The aggressive method implies that this technique should be used by the seller, although, as I just said, buyers go through the VISUD method when they make a purchase themselves, this is the whole problem. Although, on the other hand, today there are businesses in which aggressive sales methods are quite successfully used.

3. The next sales method is the speculative method. That is, if in the first option we have an orientation on the level of service, in the second - on the product, then in the speculative method, the orientation is on personal interest, and, first of all, on the personal interest of the person who makes the decision to purchase. The task here is the following: you need to make an offer that a person cannot refuse. That is, this is a method of working with kickbacks, bribes, gifts.

As a rule, this technique is used when working with budgetary, government organizations and partly working with large corporations. As a rule, large projects are sold this way. The following skills are needed here: the first is the ability to establish personal contact. Because without personal contact in this method of sales it is impossible to work, and not only the ability to establish, but also the ability to maintain this contact at a certain level. And in part, people who use this technique necessarily willy-nilly, covertly or openly use certain manipulative techniques. What is the advantage of this technique? The advantage is that it allows you to get results quite quickly, without any effort whatsoever. The downside is that most companies, especially large companies have declared war on bribery, and are implementing controls to keep bribery out of their company.

4. The next method of effective sales is consultative. If the first type focuses on the level of service, the second type - on the product, the third - on personal interest, then the organization methods according to the principle advisory sales customer oriented. The tasks here are as follows: sales today, tomorrow and the day after tomorrow, i.e. not one-time, not one-time sales. This is how both expensive and cheap products are sold. The consultative sales method uses the DISPUTE algorithm - situation, problems, dangers, solutions. An employee who uses consultative sales methods in his work must be able to ask questions, be able to listen and make effective presentation, relying specifically on the DISP algorithm. First find out the situation, then find out the problems that the client has, then show him what dangers await him if this does not change and, ultimately, offer solutions. Consultative sales methods are used in most companies, precisely because this technique is focused on the client, on his needs. But the problem is that today products are becoming more complex, services are becoming more complex, and consultative sales methods are increasingly starting to stall. The reason for this is the following: the consultative sales method is based on the fact that the client must diagnose himself. That is, the client must make a diagnosis for himself: what problems he has, how he would like them to be solved. But products are becoming more complex, solutions are becoming more complex, and lately, more and more buyers are not able to diagnose themselves, or they make a diagnosis, but it is not entirely correct. That is, people have a certain vision, but if you use consultative sales, then the solution that the seller offers may not solve the problems that exist.

5. The next sales method is complex sales, which focus on the buyer's business. The task is to create by common efforts a certain business, a certain project, a certain solution, exactly such a solution that will be acceptable in a given situation for the buyer. The peculiarity is that both the seller and the buyer must mutually come to this decision, applying equal efforts to this.

The most important thing is the skill of correct diagnosis. If, for example, in consulting sales, sales are carried out at the level of the DISPUTE algorithm - i.e., situation, problem, dangers, solution - then in complex sales the algorithm is completely different, the sequence is completely different. There are four stages here. The first is discovery, then diagnosis, then construction, and then transmission. At the opening stage, the seller must collect certain information on the buyer's market and on the company itself. At the opening stage, the seller must answer the most important question: is it necessary to do business with this company, can we do what he needs.

The challenge is to make the correct diagnosis. But, unlike advisory sales, the diagnosis here is determined by the seller. That is, the buyer does not diagnose himself, but the seller makes the diagnosis based on the information received. The next step is design. At this stage, the seller, together with the buyer, designs solutions that can meet the needs and solve the problems that the buyer faces. And the last step is the transfer. At this stage, it is transferred and implemented already turnkey solution. In the modern world, another method has appeared that is very often not taken into account. In parallel with the development of the Internet, e-commerce is developing, and a certain part of buyers is beginning to use this technique with might and main. E-commerce eliminates the presence of the seller, or at least minimizes it.

Most different companies from various industries, due to which there is an exchange of values ​​and the further development of commercial relations. It is sales that are the very source by which companies move forward. And, of course, the most difficult task that any business faces is precisely how to organize sales.

In this article, we will look at the most relevant sales methods. We will try to reveal their effectiveness as much as possible, to characterize each of them in terms of effectiveness and complexity in use.

General theory

In fact, there is a huge amount of different theoretical materials that describe what sales methods exist, how to use them, what should be remembered when applying one or another of them. Still, of course, there are many individual aspects that need to be remembered. For example, one of them is the specifics of the product or service you are selling. You need to evaluate it not only based on the characteristics of the product itself, but also using the analysis of your direct buyer, his preferences and interests.

That is, it should be noted that the science that studies sales methods is much more complex than it might seem at first glance. It should study the setting in which you are selling, the item you are trying to sell, and the entity that is your customer. With these elements in mind, let me introduce you to the main methods of effective sales that often take place in practice. However, this cannot be said to be an exhaustive list. In fact, there may be many more such forms. We present only the most common and generally accepted.

Selling through service

Each of us has probably come across this technique most often. It lies in the fact that the company provides its customer with a service, due to which the latter makes a purchase. It looks very simple: you come to the store and choose which product you would like to purchase. The supermarket provided you with a service in advance: its employees laid out the goods in a certain order on beautiful shelves, created all the conditions for you to successfully take this product and conveniently take it out on a cart to your car. They also provided various methods of paying for goods and, perhaps, even some bonuses for those who will buy more often and more. This is a classic example of how service sales methods work.

This technique is characterized by a high demand for goods. That is, items such as food, shoes and clothes, some basic necessities can be sold best of all. In order to sell something more expensive and less needed in Everyday life, other approaches must be taken.

The service, on the contrary, works according to some standard template, offering the buyer something that he has already seen more than once. For example, think for yourself: you like to come to the store and immediately go for the product that is located in a place you know. You don't like to walk around the supermarket for a long time, looking for bread and milk. Most often, these typical methods of selling goods are the focus of stores operating in this area. They are trying to provide high level service in order to tie the client to your store, make him go here regularly.

Aggressive Selling

For goods that the buyer does not need, a slightly different methodology should be applied. In this case, it is used to implement some additional products that the user often has not heard of. For example, this is how a store offering kitchen and home accessories (which constantly broadcasts advertising on TV) works. Sometimes real estate sales methods work on the same principle.

The main thing in this case is to attract the attention of the buyer to your product. First you just need to tell him about the product, open it positive sides and potential, to indicate how much it will make life easier for the buyer, how happy he will be if he takes possession of your product. This approach is aimed primarily at arousing desire in the client. Once you achieve this, he will gladly hand over his money and take the product.

The disadvantage of aggressive selling is the fact that today most buyers no longer respond to the tricks that sellers use. Most often, they simply refuse to communicate with you, immediately suspecting that you are trying to sell them something useless. But in industries such as real estate and automobiles, this approach can still give excellent results.

Speculative method

If you do not offer your client the proper level of service and at the same time do not want to pounce on him with your product, you can use another element included in the list of “sales form methods”. This technique is called the “speculative approach”, and the main principle, according to It should be noted that in this case, psychology is a strong factor that will determine whether they buy something from you or not. , you can easily ruin the whole thing.What is the principle of its operation?

We all know that sometimes certain companies give us (as their customers) gifts. Why is this needed? Do they expect us to really fall for it?

On the one hand, it seems stupid. On the other hand, numerous practice shows that this approach works. By giving something to a client or congratulating him on his birthday, the company becomes psychologically closer to this person, he remembers her and treats her more friendly. Due to this, in the future, the technique will lead to new sales and loyalty of this client.

Selling through consulting

Another interesting method, which is also included in the group “methods retail” (i.e. used in stores / in the market) is counseling. Remember how often the salesperson starts to "diagnose" your problem, for example: "Your old ISP set too much high prices? There is a solution - go to us and get 3 months of internet as a gift!” Or: “Is your car consuming too much fuel? Don't get upset! We can offer you new car, which is equipped with the most economical engine!"

Perhaps such situations have not arisen in your life, but believe me, companies often focus on the problem of the client and point it out to him in order to immediately offer their solution.

This way of selling looks like a consultation. Because of this, this technique got its name.

Selling with Reputation

When working with a client, it is not uncommon for companies to indicate their age, country of origin, or the number of satisfied customers who have left a product review. You noticed it too, didn't you? So, all this is done for a reason. Such actions lead to the fact that in the eyes of the buyer a certain reputation is formed regarding the company. It must, of course, be positive. And then, as any method of comparing sales shows, such a manufacturer / brand / store receives more than its competitors. And it's all about reputation. Seeing that a particular company has been operating for more than 20 years, the client subconsciously prefers it over younger and possibly less experienced firms and brands. And this is the main sales tool with the help of reputation.

Experimentation is the key to success

In fact, if you want to find The best way sell your products, use several techniques. If you can't do both at the same time, proceed with this kind of "testing" one by one. After all, even technical analysis your product and customer, as well as the conditions in which sales are made, will not give a guaranteed result. Any practical methods sales estimates are always more accurate and predictable than some theoretical indicators that may not take into account all the points. Therefore, any experiments that can give a real result are necessary.

Comparison of indicators

Of course, after you conduct sales using different approaches and techniques, you will understand what works best. And before that, first of all, it is necessary to obtain analytical data and compare them with each other. This is the only way to understand more precisely which of the approaches helps to sell goods better.

Analysis of conditions and results

Using various methods(both "live" and viewing statistical data - it all depends on the specifics of your business), you should analyze not only the overall results in their absolute terms. It is also necessary to pay attention to the conditions under which they were achieved. After all, you must admit that an assessment of the market conditions that have developed in a particular niche regarding a particular product will give you the opportunity to say exactly which of the methods gave a more tangible result. And, of course, using and scaling it, you will get the most effective way to sell.

Help identifying: competitor analysis

If you study what approach to use in sales and how to decide on it, you can find situations where the business owner does not know which method is best for him to apply. After all, there are quite specific categories of goods that do not lend themselves to such a simple analysis.

In this situation best advice there will be an indication of competitors. Analyze how your colleagues work with the same type of product and in the same niche, and you will understand where to start. We especially recommend paying attention to the most successful competitors positioned as leaders in your industry.

Learn to sell

Another important advice, which obviously will not be superfluous if we are talking about marketing, is constant learning. Trust me, even the leaders of the most competitive business industry imaginable don't know what works for sure. And no matter how many theoretical materials you re-read, you will still learn from them no more than as a result of a long practical work. So always learn how to sell. Combine theory and practice - and only in this way you can achieve significant results!

When it comes to the need to increase conversions, the method to increase the number of customers is to understand the mechanism of their thinking. This is where social research by psychologists in the field of neuromarketing comes to the aid of web marketers.

Yes, we are all different, but in many cases our brain reacts to certain situations in the same way. Understanding these intricacies of the human mind can help you reach your customers and get them to take the desired action, saving you a lot of money in your advertising budget.

Below are ways to offer services, descriptions of customer behavior patterns, tips for increasing conversions, and some of the most vivid examples from life that will tell you what your customers think about most often and how to use all these psychological phenomena to achieve their goals.

1. Overcome the "entry barrier"

There are situations when a person needs an extra stimulus. To do this, many companies give the opportunity to a potential buyer to test the offer in practice for free for a certain time. During this time, the user gradually gets used to the product or service, which gives rise to a high probability that after the allotted period he will not be able to refuse and wish to extend the offer, but for money.

Here, the correct wording of the offer is of great importance. To do this, most companies often use this phrase on : "Sign up for a 30-day free trial." But agree that the phrase: "First month free" sounds much softer and more attractive. The goals are the same, but potentially a different result. You should also use a subtitle to strengthen CTA element , such as "Unsubscribe at any time." Feel free to experiment, create several options and choose the most effective one with .

2. The magical power of persuasion

One curious feature has been established in behavioral psychology research: it was worth declaring to randomly selected volunteers that, according to the researchers, they belong to a group of people who “have active citizenship,” how these same volunteers, who received a subconscious mindset to increase involvement, increased their voting activity by 15%.

Recall that the volunteers were chosen absolutely randomly, but their behavior was strongly influenced by the conviction that they belonged to a certain group. This psychological phenomenon can be used in marketing campaigns: find a way to convince users that they are unique and chosen. target audience your product.

3. Types of buyers

Experts in the field of neuroeconomics have identified three types of buyers:

• economical;
• spenders;
• moderate type.

In order to force buyers of the first type (and such 24% of the total) to fork out, there are various methods of influence.

Here are some examples of how this can be done:

• Change in the offer price - when the price remains the same, but is broken down into more easily perceived amounts (for example, 150 rubles / month versus 1800 rubles / year).
• Internet company AOL has changed its Internet service charges per hour to monthly rates. This is the opposite of the first example, the essence of which is to ensure that users do not track their expenses on a daily basis.
• All inclusive resorts give a sense of security, as the client knows that all services have already been paid for and there will be no unexpected expenses during the holiday.
• Netflix uses a monthly payment system for unlimited movie access instead of paying per movie.

4. Get stronger by admitting flaws

How to increase sales due to your mistakes? There are many examples of disasters that have happened over the past years (for example, oil spills). The reason for this was the reluctance of companies to notice shortcomings in their work until the moment came when it was too late to change anything. For example, the Japanese energy company TEPCO admitted its mistakes only a year and a half later, which resulted in a nuclear crisis on the coast of Japan.

You have probably received emails with company apologies if something went wrong. Thus, the company makes it clear that such cases are not left without attention, and in the future everything possible will be done to avoid their recurrence.

Explore the Admitting Failure Project (admittingfailure.org) at your leisure. Here you can find stories of companies in which they openly admit and analyze their mistakes so that their bitter experience serves as a lesson to everyone else.

5. Tell us how to proceed

In the course of research, the American psychologist Howard Leventhal came to the conclusion that people tend to neglect up-to-date information unless it contains certain clear instructions. Consumers tend to think that possible problems they are not affected in any way and there is nothing to worry about. But when information is followed by instructions, the effect is amazing.

So, in one experiment, the number of people who got vaccinated against influenza increased by 25% after specific advice on how to avoid this disease.

By the way, this is one of the most effective ways attracting new insurance clients. It serves the same purpose - it indicates the further path to your user.

6. Nobody likes to wait

Consumers tend to be afraid of shipping and verification issues when buying online (especially around the holidays), which has a huge impact on the conversion process. Therefore, in order for the client to trust you, use phrases that are encouraging, for example: “We will quickly deliver any of your orders throughout Russia”, “If the product does not fit, you can immediately return it to the courier”, etc.

7. Find a competitor

If you create for yourself - let it be virtual! - a competitor, and you will be able to make the advantages of your offer look more vivid compared to your rival, people will become more loyal to you, especially if you pit companies against each other in a fun way.

Remember, for example, a funny video about confrontation computer systems MAC OS and PC, which at times increased the number of Apple customers. Or a classic example of a PR battle between Coca Cola and Pepsi, in which a huge advantage of Pepsi is the unclassified composition of the drink, which inspires the confidence of many consumers.

8. Increase Sales Using Your Phone

This is an art - increasing sales using the phone. Purchased databases of numbers, which are often used by representatives of unscrupulous companies, should be forgotten: obsession can only ruin your reputation.

Offer your services to those who are already interested in them. You need to have information not only about your product, but also about the person you are calling: where he works, what he does and is interested in, what problems he has - and how your product can help solve them.

A great way to legitimately collect this kind of information is to create a special landing page, or capture page, and place a lead form on it with the necessary fields. Ready-made landing pages are already presented in many areas - select your niche, add a page to the editor and customize it for yourself in a couple of clicks.

In addition to a tempting offer, do not forget to offer the user something in return: free book, participation in a webinar or a demo version of the product.

9. Attract like-minded clients

Tell your potential buyers about the global goal of your company (for example, charity), then you will have a chance to attract like-minded people with similar intentions. For example, in one study, 64% of respondents said that this factor prompted them to make a purchase decision.

A prime example of this approach is Charity Event to boost sales by TOMS Shoes. Its meaning was as follows: when selling a pair of shoes from this company, the company sent another pair to needy children. Thanks to this promotion, millions of pairs of shoes were sold around the world, and, accordingly, millions of children received new shoes for free.

A great way to sell and increase conversions with the help of good and useful deeds!

10. Social Proof

Studies show that people are more willing to make purchases when they have no doubts about the reliability of your company and the security of transactions.

One of the ways to gain trust is an official document (certificate of quality, for example), the results of certain studies and, of course, testimonials from satisfied customers.

Treat them with surprises, and you will gain loyalty to your brand and get a huge amount of valuable positive feedback. Online shoe store Zappos is a classic example of this tactic.

Believing the promise to receive the order within 5 days, you receive it in two days. Or they give you the opportunity to return the shoes within a year! With the help of such pleasant surprises, the company has managed to accumulate a huge number of customer reviews on its website, which is a powerful marketing tool for influencing the buyer.

Effective sales are the key to the success of any company. Even if we assume a situation in which the product offered by the organization is the best in the world, without the appropriate qualifications of sales managers, a more or less serious result is not very likely.

But what needs to be done so that the product is in demand and successfully implemented? For this, there are sales techniques developed by specialists - following them will allow company employees to offer products as profitably as possible.

Stages of a Sales Manager

For development, you can conditionally divide them into five stages:

• acquaintance and. It implies the beginning of communication with the client. Many believe that in this case the main thing is to establish informal contact. Need to liberate potential buyer, at the same time setting it in the right way;
• . Do not forget how important it is to understand what exactly the client wants and then offer the product based on his needs. Everyone's priorities are different, but they still fall into a few quickly recognizable categories;
• . After that, a story about the product is possible with the formation of a specific proposal. But the presentation will be ineffective without observing the second point - it is important to know what a person needs in the first place. That is, any presentation should be based on needs and nothing else;
• . Contrary to logic, objections are wonderful and worse when they are absent, which means there is no chance for further work with a client. In principle, this is work on the bugs - something was wrong at one of the stages. Perhaps the needs are not clearly identified or they are far from all defined. The correct reaction to objections will be the next step on the way to victory;
• . The best option will be the customer's question of the delivery time of the goods. But there are not many perfect endings in life. The closing technique should be used even if the interlocutor does not show any sign of readiness to purchase the product.

Sales techniques: what are

There are many sales techniques that managers use to get the attention of buyers. It is important not only to know their theory, but also to be able to apply such knowledge in practice. The sales manager must be able to find an approach to each client and feel what tactics will “play” at the moment.

• "on the same wavelength." Everyone is subconsciously drawn to those who are similar to us in habits or behavior. So the seller, who managed to "tune in" to the buyer, can succeed. A little observation and you can understand how the client behaves and slightly copy this manner;
• on one side of the barricades. If the buyer feels that a “friend” is next to him, this can be one of the steps to success. The manager should be impressed as a good person - this will serve as a foundation for concluding and subsequent transactions;
• touch. Casually touching the shoulder or arm of the client can have a positive impact on establishing contact with the interlocutor. Especially if he is of the opposite sex. Otherwise, you need to think about such a “chip” several times, but if the seller works professionally, a touch will still help to achieve a result;
• "compliments". Pleasant words give rise to positive emotions. If you note the appearance, voice, abilities of a potential buyer, this may affect sales. But the compliment must be sincere and not give the impression of flattery.
• "gift". Sometimes a customer likes everything…except the price. But the mood can be improved by a small gift - a compliment from the chef, a souvenir, etc. Having received something free, a person is embarrassed to leave "just like that";
• "An answer to an unasked question" Each salesperson can jot down a list of standard questions and answer them during the presentation. In this case, the client will have significantly fewer options for objections;
• "Yes! but…” any objection of the client must be answered in the affirmative, and then we can talk about the facts, this is the very objection of leveling. But it is better to forget about the words “you are wrong” and “you are mistaken”.

Classic sales technique

All of the above can be brought to a definition. By following all the steps when communicating with a client, you can achieve good results. At the same time, the seller himself must answer the question of which tactics to choose, based on his experience and psychological characteristics client to work with. As such, there is no sustainable model, but it is necessary to follow the rules of sales, have an understanding of the techniques and be able to or use.

SPIN sales

One of the requested modern technicians, which allows you to identify the needs of the client and influence them, is (Situational, Problematic, Extracting and Guiding questions). But what is it and how are they set?

An experienced manager will quickly “try on” the technique for himself. First we talk about the current situation, then about the problems in it, the consequences of such problems and the benefits of resolving them. It is this sequence that allows the client to think and independently realize the benefits of the purchase.

That is, in order for the client not to change the store or supplier, one should stop “just selling”, but start solving the problems of a potential buyer. Of course, with him. What problems can the purchase of the proposed product solve, what difficulties will it help to overcome? In this case, the "set" of SPIN questions will provide an opportunity to identify both the problems and the needs of the client.

Straightforward Persuasion System

Proposer this method, states that the sale is a straight line. Its beginning is the first moment of contact with the client, the end is the completion of the transaction. But the straight line is perfect sale when the transaction is simple and fast. When a potential buyer is “doubted”, three rules of a straight-line system should be followed:

• contact must be constantly developed. The established connection with the client should not end. Throughout the communication, he should prove his professionalism;
• collection of information. A salesperson should listen more than talk. To do this, you need to be able to set the right questions, inferring necessary information, and not in the format of hard communication, but elegantly. In a situation where the client's need cannot be identified, it is better to end the communication;
• stay straight. The seller must not leave the selling line. If he is “carried” abroad, it will not be easy to return.

System 5 and 8

Familiar to everyone who has dealt with sales, it includes not only the 5 stages described above. There are also eight steps to success, which can be formulated as follows:

• serious and positive attitude to business;
• punctuality;
• readiness for everything and composure;
• ability to plan;
• continuous self-improvement;
• goal awareness;
• control of the situation.

It should be noted that the system of 5 steps and 8 steps is valid not only in the areas of sales, but is also useful for doing business in general.