BusinessHuman Resource Management

Technique of sales of the seller-consultant. How to increase personal sales to the seller

After the employers realized the fact that the sales of the organization and, ultimately, its further work depend entirely on the skill level, the programs for training employees in terms of professional sales of company products began to grow rapidly. And training on sales techniques for staff and other types of training can take place not only by sales agents, but also by simple consultants from sales offices, as well as managers of various projects and line managers. And this is not surprising, because you can sell goods and services not only directly in the hall or a special office, but also in negotiations, and at business meetings of the highest level. So, what is the selling technique of the sales consultant, and what are the stages of sales?

What stages of sales do I have today?

To date, business education has a stable systematization of the stages of sales. So, let's consider the stages of the sale of goods for the seller-consultant:

  • Preparation for sales (advertising);
  • Installation of contacts with the client;
  • Definition of needs;
  • Presentation of goods;
  • Trial transaction;
  • Discussion of business proposals;
  • Completion of the transaction;
  • Installation of long-term cooperation.

Do not be afraid of rejection

To date, all sorts of objections, confrontation and difference of purpose should not be perceived as something unusual and representing a problem. If we talk about sales, then everything is quite the opposite. It should be said that only when the seller collides with the client's refusal or the buyer's disagreement with the transaction is the sales technique of the seller of the furniture consultant and other goods begins - the work on questions and objections and further negotiations concerning the cost.

The professionalism of the seller-consultant manifests itself in exactly how he is able to carry out negotiations after he was refused at the first offer of the purchase, so his arsenal should always possess a number of techniques that are necessary precisely for further negotiations with the buyer. The diversity of all techniques is based on the basic principle of conducting commercial negotiations. It consists in the absence of contradictions from the seller. In direct confrontation with the client, the only correct step, in his opinion, can be made is simply to stop the negotiations, turn around and leave. Depending on the success of establishing contact with the buyer, the customer's desire for further cooperation with the company, his willingness to give the seller the necessary information at future stages of the sale, and also his loyalty to the company in general will depend on the customer. Therefore, in the conduct of commercial negotiations, when inevitable emergence of contradictions, the seller should not pressure the buyer, as this will very badly affect the results of the sale, because the client will internally "defend".

Work with questions of interest

To date, the opinion has been established that the seller must necessarily be active, energetic, able to convince at least someone and at least in anything. But as practice shows, the most productive sellers are those who can listen. The technique of selling a sales consultant is that they are asked leading questions, and they also enable the interlocutor to say whatever he needs. Even in determining the needs of the seller must necessarily ask such questions that will help him to determine the actual needs of the client and at the same time will allow to feel really meaningful, and then he will move into a more comfortable state. This is how a sales consultant should behave. The technique of work is to ensure that the client is satisfied.

Asked questions and their behavior, the consultant should demonstrate such a position that the client understands that he really needs to know how the proposed goods and services meet the needs.

To do this, the seller must find out what the potential buyer really needs from the product. Take the position of a simple consultant in this case will be most appropriate, since it is sometimes very difficult for clients to say what they really need, since they do not always clearly represent their desires.

What are the customers afraid of?

Due to the fact that a potential buyer himself does not accurately represent what he needs, in subconsciousness he develops the desire to defend himself in negotiations with the seller. The latter should always be ready to communicate with such a client. Be sure to be aware that the buyer is occupied this position is not due to a complex nature or not because he does not like the identity of the seller. This closed position is based on the usual fears of the client:

  • He is not sure that his choice is really correct;
  • The client is afraid to pay extra, having made a choice in favor of the goods with the big extra charge;
  • He does not know by what criteria the goods and the whole assortment are actually valued;
  • He is afraid of deceit on the part of the sophisticated seller;
  • He does not want to meet with an arrogant and rude adviser;
  • He does not want to get into an uncomfortable position, showing his incompetence in the properties of the goods.

And if at least one of his worst fears becomes at least a little excuse, then he will immediately leave. Methods of sales, sales techniques - everything should be aimed at eradicating the fears of the client at this stage and carefully working out all the objections.

Work with arising objections

In general, commercial negotiations can be considered started when the seller encounters the first objection. With this type of negotiation, this is the most natural form of the buyer's behavior. For a qualified consultant, any objection is a signal that the client has insufficient information. For a selling objection, the buyer is a valuable source of information. The technique of sales of the seller-consultant is also aimed at the fact that on the basis of objections they will always make a conclusion about the necessary goods for the client, and he will try to do everything to ensure that the uncertainty has been lifted.

Beginners, however, sellers very often take objections as client negatives in their own way, which causes a negative reaction. With a deliberate, deliberate conduct of the conversation by the seller, the situation will always remain under control, and he will not react to the objections of the potential buyer, but will simply work with them.

Work should begin with a simple compliment. This should be expressed by the interest of the client's opinion and in response to this objection. Very often this technique is called "joining to the objection", which is built on the principle of "aikido". For example, in response to the client's objection that monitors are a health hazard, one can say that there really is such an opinion, but monitors are now assembled using a special technology with a protective layer, which completely makes them safe. In such a situation, the seller, as it were, joins in an objection, creates mutual understanding with the client, demonstrates that they have much more in common than disagreements. In order to strengthen the "consent effect", before responding to the objection, we should add: "It's good that you said this", "I understand you," and so on. So the seller lets the client know that his opinion is really important to him, and he has the right to exist.

The level of preparation of the seller-consultant is also determined by the fact that he knows how to adapt to each individual buyer.

With the help of affirmative statements, the seller ensures a conflict-free transfer of negotiations to the stage of cooperation. This is achieved by agreement with the existing objections and the subsequent development of the thoughts contained in the objection: "You are really right in saying that the high cost of this machine. But at the expense of such costs, you will receive a lot of additional benefits, which should also be talked about. "

Very often, objections contain indirect indications of the merits of a commercial offer. The seller should make a positive out of the negative, pay attention to the good parameters of goods or services.

"Your product is suspiciously low cost, in addition, you are still new in this business," the client can say. And he can be answered that it is due to a short existence that the company has to adhere to competitive prices.

The most important thing is to calm the buyer, offer him, and not argue, try to just talk and dispel all his fears.

True objections

The client's actual objections are often masked by insignificant reservations, since very often he himself does not realize what the true motives are that drive him. Therefore, to reach real, not imaginary, obstacles that will stand in the way of the seller, you should first talk the client and understand why he does not want to make a purchase.

How should the seller get through a false objection to the true?

In this situation, a technique called "suppose" can work fine. The seller using her to all the objections of the client asks such questions that are aimed at removing all the excuses: "In the absence of financial constraints, how would you do?", "If you had no such problem, would you have made a deal? ". If and then the client will have objections, then you can repeat questions. The very last objection will be true.

False Objections

At the same time, you should not ignore the other objections of the client, even if the seller can see that they are obviously false. At the same time, if several objections were raised by the buyer, then it should first be answered to the simplest of all.

Discussion of cost

The critical moment in commercial negotiations is the client's reaction to the cost, which is declared by the seller. There are a number of techniques that make it possible to make this cost justified.

The technique called "sandwich" consists in the fact that during negotiations the price is placed between two "layers", each of which contains an undeniable benefit for the client. Using this technique, it is necessary to strive for the negotiations to end and begin by indicating the benefits and benefits, rather than simple figures.

When using the "comparison" technique, the seller correlates the value of the product with its benefit, which will be brought to the customer: "If you think how much you can save money with this product for a year ...", "Think about what will be the use of it."

The technique of "division" assumes the decoding of value due to the decomposition into small components. Thus, it is possible to divide expenses for the purchased goods by the number of years during which it is planned to use, and then calculate the costs for the month of its application.

How to control the voice?

We all know that depending on the voice of a person, you can give an estimate with an 80 percent probability of age, character, current emotional and physical state. According to the pronunciation of words, the interlocutor can draw a conclusion about where the child comes from, what kind of education and general level of development the speaker has.

The technique of selling a sales consultant with a high level of qualification must have a proven skill in establishing an emotional contact with the buyer at the expense of the voice mood of the second. In everyday life, people's own voice is intuitively adjusted to the voice of the interlocutor, especially when they want to achieve something from him. Professionalism of the seller is also manifested in the conscious management of his voice and intonation, depending on the personality of each client, the goals set, the stages of sales.

The consultant must necessarily be "on the same wavelength" with the buyer and help him with the choice of goods, using his luggage knowledge about the qualities of goods or services. If he can make friends with the buyer, then he will receive a permanent buyer.

In conclusion, we can say that if you have a question about how to increase personal sales to the seller, you can safely say that you should use all the above tips and strive for more.

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