The technique of active sales. Sales process methodology Sales in progress

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

Best selling techniques to look out for

SPIN sales
NEAT sales
Concept Sales
SNAP sales
Challenger Sale
Sandler system
CustomerCentric Selling
MEDDIC

What are Sales Techniques?

Sales 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 - qualification, discovery, 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 industry position.

What works 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) as an example. Whether a company offers ERP implementation services to businesses or kitchenware for restaurants, reps can win the trust of potential customers by offering amazing insights and guiding them through the buying process.

So that readers don't get confused in all these methods, the article describes seven of the most popular.

1. SPIN sales

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

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

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

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

Rather than telling a prospect why buying a product or service is a good idea and how it will impact, the goal of a 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 helper methods like BANT (Budget, Authority, Need and Time) and ANUM (Authority, Need, Urgency and Money).

‘N’ in N.E.A.T. denotes core needs. Rather than focusing on superficial pain, creators convince salespeople to delve deeper into potential customers' concerns. What value will this product have for them as a person and an organization?
‘E’ represents the economic impact. It is necessary not only to present the client with your decision, but also to help understand the economic impact of the current course of action and compare with the impact that he will see if he makes a change.
‘A’ represents access to authority. You probably won't be able to speak to the CFO, but can the representative do it? Not bad too, isn't it?
'T' or Timeline, which refers to an event in demand, forcing the prospect to make a decision. If there are no negative consequences for those who miss this date, this is not a real deadline.

3. Conceptual sales

Conceptual selling is based on the idea that customers are not buying a product or service - they are buying their concept of a solution that represents a proposal. The founders of this method, Robert Miller and Stephen Heyman, urge salespeople not to lead to a proposal, 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 clarifies the prospect's concept of a product or service and investigates what they would like to achieve.
Attitude questions seek to understand the client on a personal level and discover their connection to the project.
Commitment questions ask about a prospect's investment in a project.
Questions about major concerns raise potential problems.

This sales method emphasizes listening and divides the sales process into three phases: getting information, providing information, and getting interested. All transactions must be mutually beneficial for both the client and the seller; if the seller feels that this is not the case, he should abandon the deal.

4. SNAP sales

SNAP Selling is a sales method that seeks to place the seller on the same level as the prospect. SNAP is an acronym that encompasses four directives for sellers: be simple, be invaluable, always agree and prioritize. By keeping these principles in mind, salespeople can better communicate valuable knowledge to busy customers, connect what they are selling with what is most important to the customer, and make it easier for them to buy.

And while most sellers think there is only one decision involved in a deal - whether the customer buys or not - author Jill Konrat 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-milestones allow sellers to more effectively 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 salesperson fits into one of five people: relationship builders, hard workers, lone wolves, reactive problem solvers, and competitors.

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

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

What makes competitors so effective at selling? They follow a 'learn, fit, take' process.

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

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

6. Sandler's system

Sandler's system expands on the scenario of the traditional sales process. While sales have historically revolved around the idea that sellers should pursue and persuade potential buyers, Sandler's method states that both parties should do their part. This does not change the two roles, but aligns them.

Barriers such as time or budget constraints often derail agreements after a significant amount of work has already been done by both the customer and the seller. But representatives trained in the Sandler system seek to raise and appreciate most of the obstacles in the qualification process. If the representative discovers that his proposal does not really solve the prospect's problems, he will not waste time and will simply leave the process.

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

7. Customer-centric sales

The customer-centric sales approach seeks to transform salespeople from product promoters to collaborative consultants. Customer-centric behavior is based on eight principles:

Speak situationally instead of giving a presentation
Asking hot questions instead of offering opinions
Focus on solution instead of attitude
Target decision-makers
Promote the use of the product, not the product itself, to generate interest
Strive to be the most selling, not the busiest
Navigate the buyer's timeline, not the seller's
Inspire the customer to buy instead of convincing them

8. Sales method MEDDIC

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 Appropriate 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 stages?
Problem detection: What is the trigger event and financial implications of the problem?
Champion: Who is selling on behalf of the company?

Each sales transaction must enable the buyer to achieve a goal, solve a problem, or satisfy a need. If the product or service does not meet any of these three options, the seller must abandon the deal.

In addition, the seller has the opportunity to receive a certain amount of money for the sale, which is also important. On the other hand, the process of buying an LLC is also more profitable for the buyer compared to registering an LLC from scratch. It is the need to draw up a large number of documents, come up with a name, select a legal address, as well as go through certain procedures during registration that is a kind of obstacle for many potential entrepreneurs, which does not have enough time and effort to overcome.

If you buy a ready-made LLC, you will not need to re-register it. In addition, such an enterprise may have an already established business, which will help the future owner to make a profit at an early stage.

The procedure for the sale of the company LLC

If you need to sell an LLC, you can do it in the following ways:

If you have free time, opportunities and a limited budget, you can do it yourself. Our article is an instruction, using which you can go through the necessary steps for this.
For the convenience of filling out the forms of the necessary documents, you can use our ON-LINE service, which allows you to prepare a legal package in 15 minutes.

When choosing the first method, you should start by deciding on the sale of the share or shares by the LLC participants.

If the company has one founder, he must make the “Decision of the sole founder.

If the enterprise has several founders, then after their meeting the "Minutes of the general meeting of participants" is drawn up.

After that, when selling an LLC, the following steps should be taken:

Step 1. Assessment of the company's value

Having decided on the buyer's candidacy and having discussed financial issues with him regarding the future sale, the owner of the LLC must evaluate his company. To do this, you should contact the appropriate company, in which the appraisers will analyze the microeconomic indicators of the region and the available property at the disposal of the LLC, the client base of the organization, its personnel in quantitative and qualitative terms, calculate the past and predict future income, and study the LLC brand itself.

To do this, appraisers will need the last balance sheet of the enterprise and a profit and loss statement, an asset statement, a breakdown of debt (accounts payable and receivable), information on intangible assets, bills of exchange, stocks, financial investments, etc.

All this will be incorporated into the cost formula C \u003d (A / C + P) x C,

where:
A - the cost of fixed assets, accounts receivable, intangible assets, etc., i.e. liquid assets of the enterprise at the date of its sale;
P is the net profit of the enterprise (average annual). As a rule, it has been taken over the past 3 years;
C is the average period (number of years) for which, in the current economic conditions, investors consider the cost of acquiring a business reasonable for recoupment (for Russia - from 2 ... 5 years).

Based on this, the owner will be presented with the market value of the organization he is selling.

But this is possible only if the enterprise does not have any debts. If they are, then the appraisers will analyze the structure of the existing debt and compare it with the value of the enterprise, for the calculation of which the documents listed above will be needed.

After receiving the results of the assessment of the enterprise, you can take the next step.

Step 2. Choosing a way to sell LLC

In order to sell an LLC, you can use one of two possible methods. The expediency of using each of them will depend on a number of reasons, including the number of existing founders in this LLC.

The buyer's entry into the founders of the LLC. At the same time, further developments will take place according to a scenario that depends on the number of founders of a given company.

If the company has one founder If the company has two or more founders

This option does not need to be notarized, since, in fact, it cannot be attributed to transactions. To implement it, it is necessary to make a decision to increase the authorized capital on the basis of the application (statements) of third parties about their acceptance and making an additional contribution to this company, provided that this is not prohibited by the current charter of the company and all shares in the authorized capital are paid. These applications indicate the procedure, size and composition of the contribution, the timing of its introduction, as well as the size of the share in the authorized capital desired by a third party.

With this option for the sale of an LLC, there is no need to obtain consent from the spouse to enter and leave the membership of the LLC. In view of the fact that it is not necessary to draw up an agreement on the sale and purchase of an LLC, a huge list of documents is not required to make its notarization. Also, you do not need to pay taxes, except for those obligatory upon alienation of a share.

However, along with the simplicity of execution and relatively low financial costs, this sale option also entails certain disadvantages. So the time for carrying out its two stages (entry of a new participant and exit of old ones) can be from 1 month, to this should be added more time for the direct execution of documents and their submission.

Sale of LLC through notarization of this transaction. This is a shorter way to sell an LLC, since it does not provide for a change of constituent documents, however, it will entail additional expenses for a notary and collection of a set of legal documents.

Sale of the LLC by changing the founders.

After choosing the method of selling the LLC, the next step should be taken.

Step 3. Prepare documents for sale

Since there are two ways of selling, which we discussed above, then the package of documents for each of these methods must be selected individually. Below we will consider the necessary documents, separately for each method.

List of documents for the sale of an LLC through the buyer's entrance to the company.
Set No. 1.

It is required to register the entrance to the society:

notary certified application p13001;
decision of the sole founders or minutes of the general meeting;
a sheet of changes or a new version of the charter (2 copies);
a receipt signed by the general director confirming payment of the state duty;
application of a new participant about his admission to the LLC;
document (bank) on 100% payment of the contribution to the MC by the new participant. If the contribution was made in a non-cash form, then the appraiser's report.

Set No. 2.

It is intended for members leaving the company:

form P14001 certified by a notary;
individual application from each participant to leave the LLC;
the decision of the sole founder or the minutes of the general meeting on the distribution of the share;
in case the documents are not submitted by the gene. director, then his representative must have a power of attorney certified by a notary for the right to carry out such a procedure.

List of documents for notarial support of the purchase and sale transaction.

purchase / sale agreements for the shares of participants in the MC LLC;
participants' offers;
waivers of the preemptive right to purchase a share by the participants and by the LLC itself, if the acquisition of the share by the company is provided for by the charter.

It is important that all sellers and buyers must be with a notary when certifying this transaction.
Also, the notary will need the following documents:

completed application R14001, which contains the data of the buyer and seller;
extract from the list of LLC participants;
company charter;
the agreement on the foundation of the company, the decision of the sole founder to create the company (in case of alienation of the share by the founder of the company);
an extract from the Unified State Register of Legal Entities, containing information on the person's ownership of a share in the company (no later than 5 days);
a document confirming that the person belongs to a share in the company (memorandum of association; notarized agreement on the acquisition of a share;
a document expressing the content of the transaction on the acquisition of a share, made in a simple written form; certificate of the right to inheritance; certificate of ownership of a share in the common property of spouses, etc.);
company document confirming the payment of the share by the alienating person;
company document confirming compliance with the rules for the use of the preemptive right to purchase a company's share established by federal law and the company's charter;
the passport;
notarized consent of the spouse to alienate the share of the company or a marriage contract, or confirmation that the share was paid during the period when the participant was not married, or a statement about the absence of a registered marriage;
other documents required for the transaction in accordance with the legislation, arising from the essence of a particular transaction.

And if a legal entity is a seller and / or buyer of a share, then this is a legal entity. face:

certificate of the company signed by the sole executive body (EIO) and ch. the accountant that this transaction is not large for the company and there is no interest in its completion. If the share is from 25% of the value of the property of the legal entity. persons, then the protocol on the approval of a major transaction (interested party transactions);
current charter;
certificate of state registration of legal entities persons (OGRN), TIN;
certificate of making entries into the Unified State Register of Legal Entities containing information about persons who were registered before 01/07/2002 (if any);
confirmation of the authority of the head of the legal entity person or a certified power of attorney for his representative.

Step 4. Submission of documents

After you have been able to collect the documents corresponding to your way of selling the LLC, they should be submitted to the tax authorities. Such presentation will also depend on the chosen method of sale.

When a transaction is notarized, the submission and receipt of documents on it are imputed to the duties of a notary. Therefore, you can safely go to step 6.
When the company is sold through the entrance of the participant, the submission of the package of documents is assigned to the gene. director.
In this case, the following procedure for submitting documents is provided:

Submit "set 1" within a month from the date of additional contribution by a third party.
Submit "set 2" about the exit of the participant.
You will receive documents in 5 working days from the tax office.

You can submit the submission in one of the following ways:

The documents are brought to the tax office personally by the gene. director or his representative with a corresponding notarized power of attorney. This is the most reliable method. If the tax officer considers that all the documents are drawn up correctly and their number meets the requirements, he will accept them with the issuance of a receipt, which must be checked for correct filling.
If you are the owner of a qualified EDS (digital signature), then the prepared package of documents can be sent in electronic form directly to the IFTS website. In addition, for a fee, this can be done by a notary with such a signature.
If, due to the circumstances, the previous delivery methods do not suit you, then you can turn to the services of the Russian Post by sending a package of documents by registered mail with a list of attachments. It should be remembered that this delivery option is very time consuming.
Carefully check the availability of all documents before filing with the tax office.

Step 5. Receiving documents

After submitting each of the packages of documents and regardless of the method of sale, after 5 working days, the tax office should collect:

a list of amendments to the Unified State Register of Legal Entities;
a certified original of the new charter of the LLC (upon registration under R13001).

Sometimes there is no way to get ready-made documents from the tax office. Then she sends a package of documents to the address that the applicant will indicate when submitting a set of documents (each). After that, you can take the next step.

Step 6. Notification of banks and counterparties

Immediately upon receipt of documents from the tax office, it is necessary to notify the bank about changes in the composition of participants and the size of the company's charter capital. It is also recommended to preview the covenants under contracts with all counterparties and notify those counterparties about the changes that have occurred, in the contracts with which there is a condition for such notification.

So, our instruction has come to an end. To help you prepare packages of necessary documents and to avoid possible mistakes, we have prepared a special On-line service, with the help of which it is much easier to fill them out.

Sales success directly depends on the correct approach to a potential buyer. It is no coincidence that employers who work in the field of trade are introducing various employee incentive systems. Those consultants who manage to attract more buyers and receive more impressive income. Correct communication with the client is the key to success. There are 5 main sales steps that every sales assistant should be aware of.

Stage one - establishing contact

The first impression of a person is the most important. This opinion is really justified and applies not only to communication in everyday life. It matters how the store will be presented for the first time in the eyes of a potential buyer. And if the consultant manages to make a good impression, sales will definitely increase. At the same time, you cannot ignore the client or be intrusive. You should choose the "golden mean".

In this business, those who are able to recognize the type of client at a glance become successful. Some potential buyers do not like contacting them, they are sure that they themselves will be able to ask the consultant a question if necessary. Others expect attention to their nature immediately upon arrival at the store. And if the seller does not pay attention to such a client, the impression of the outlet will be negative. All these points must be clearly understood by a successful sales assistant in a clothing, footwear, household appliance store, etc.

How should a person who works in the field of trade behave? As soon as a potential buyer crosses the threshold of the store, you should definitely smile and greet him. Within the next few seconds, it is necessary to evaluate the buyer, to understand if he needs help. Then you can contact the client with the question "Can you suggest something?" In case of refusal, in no case should it be imposed.

The appearance of the store employee also plays an important role. Even the best sales techniques for a salesperson won't work if they look untidy. The market employee must be well-groomed. It is good if the dress code is observed in the store.

Stage two - recognizing needs

A good salesperson will be able to increase sales in any case and sell goods that are not in demand. However, in this way it will not be possible to establish contact with a potential buyer for long-term cooperation. It is important to find out what exactly the client came for, what is really interesting to him. How can I do that? First of all, you need to let the person speak out without interrupting him. Active listening is the key to success. The only thing you can do is ask a few clarifying questions. So, if we are talking about shoes, it is worth clarifying what size and color a potential buyer is interested in.

The sales assistant sales technique involves the choice of questions that begin with the words "when?", "Where?", "For what purpose?" (for example: "Where are you planning to use this or that shoe model?"). A potential buyer cannot answer such questions "yes" or "no". He will have to provide detailed information that the seller can use to offer several product options at once. The buyer will certainly be able to choose one of the proposed models.

The most important qualities of the seller at this stage are: politeness, benevolence, ability to listen. Patience is a quality that also matters. The seller will have to deal with a variety of buyers. Many of them will find it difficult to formulate their wishes. But statements like “you don’t know what you want” in relation to the client are not acceptable.

Stage three - product presentation

If at the first two stages the communication with the client went well, the buyer managed to figure out in which direction to proceed next. It is necessary to offer a potential buyer several models of the selected product at once, describe their benefits. You should not persuade a person to a more expensive model. There is a risk that a potential buyer will completely abandon the idea of \u200b\u200bbuying a product here and now.

What should be the sales technique for a clothing sales assistant? The specialist found out why the buyer came to the store. Next, you should ask clarifying questions and offer a potential buyer several suitable options. In this case, it is worth evaluating the physical parameters of a person, in no case discussing them aloud. So, you should not offer a tight-fitting mini-dress to a woman with impressive shapes.

Communication in the customer's language is another important step. The person should feel comfortable in the store. If the consultant uses professional slang, calling the product in unknown words for the buyer, then it will most likely not be possible to increase sales. The consultant will be able to show his competence in a completely different way - by offering a potential buyer product options that really suit him.

Stage four - questions and objections

Any objections and questions from a potential buyer are a good sign. Such moments should not scare the seller. After all, they show that the client is really interested in purchasing the product. Any questions are steps that lead to the successful completion of the transaction. The task of the seller is to correctly answer any objections, persuade the client to buy.

Consultants who have learned to work with objections can consider themselves to be true masters. Indeed, for this it is necessary not only to have complete information about the product that is being presented, but also to have the skills of a psychologist. It is important to understand the very essence of the buyer's objection in order to find an appropriate answer or offer an alternative product.

"Too expensive!" - sellers hear this objection most often. Discussion of cost is a separate moment of successful sales. The consultant must be able to argue the price of a particular model. What should be the sales technique for a phone sales assistant? The specialist must explain that a particular model is more expensive because it is produced in England and not in China. In its manufacture, durable materials were used. The buyer must understand that by purchasing a cheaper model, he receives only a temporary benefit.

What if a potential buyer agrees with all the arguments of a store specialist, but simply does not have the entire amount to buy the product now? The sales technique of a sales assistant involves promoting not only store products, but also partners. So, almost any outlet cooperates with banks that can arrange a loan for a particular product. This information should definitely be provided to a potential buyer.

Stage five - making a deal

The final stage of sales is the most difficult. The client still doubts whether he should make a purchase, and the seller is afraid of being rejected. The important thing now is not to step back. In most cases, buyers are waiting to be nudged into action. They already held the goods in their hands, and it can be quite difficult to part with it. At this stage, you can remind the hesitant buyer that, according to the legislation of the Russian Federation, the goods can be returned to the store within 14 days. This argument is usually in favor of selling. Although in reality no more than 5% of purchases are returned.

Nudging a doubting client into action should be subtle. In this case, the likelihood that a person wants to return to a particular outlet increases. It is recommended to further encourage the client - to offer him a discount on the next product or to issue a discount card.

The success of a consultant directly depends on the chosen sales technique. The 5 steps outlined above are fundamental. But it's worth knowing about the mistakes that most novice salespeople make. If you can avoid them, income will increase significantly.

The first mistake is the inability to listen

The seller who knows everything about the offered product and talks about it in silence will not be able to become successful. To really interest the buyer, you need to let him speak. The client must tell exactly why he came, what he would like to see in the proposed model. In no case should the impression be created that the seller is imposing something on a potential buyer. A consultant is an assistant who guides the client towards the right choice.

By listening to the interlocutor, the seller must understand when and how to ask clarifying questions. If a potential client loses interest in communication, this should be definitely noticed. The first 10-15 seconds of contact between the seller and the customer who came to the store is the most important. It is easy to endear the client to yourself if you take notes during the meeting and conversation with him. Such a moment necessarily presupposes the sales technique of a furniture sales assistant. When ordering this or that model, the buyer must be sure that he was understood correctly and in the end he will receive really such a sofa (bed, curbstone, wardrobe) that he wants.

Another important rule: if the conversation is deadlocked, it should be stopped. Aggressiveness and obsession are traits that do not paint the seller. If a customer gets negative emotions from communication, he will never want to return to the store again.

Second mistake - ignoring the buyer's point of view

Each seller should carefully study the chosen sales technique, the 5 stages of which are described above. The correct presentation of a particular model is a must. However, it is worth remembering that the buyer contacts the store based on his own benefit. He does not always care whether a particular product is the most demanded on the market (this is what most sellers report during the presentation).

It is definitely worth exploring the buyer's point of view. Has a man come to a store to buy cheap shoes? There is no need to dissuade him and report that economical models do not last long. The client himself knows what is more beneficial for him. The sales technique for the shoe salesperson should include the presentation of models from different price ranges.

The third mistake is to convince, not explain

Novice sellers are confident that they will be able to increase profits if they drive the buyer into a corner, describe all the benefits of a particular product, and achieve a purchase. Perhaps, on the way of such consultants, there will be weak-character clients who will nevertheless bring the deal to the end. But even such customers will not want to return to the store again.

In no case should the seller aggressively convince the client that this or that product is the most beneficial for him. All you need to do is to argue for the real benefit to the buyer. The sales technique of a sales assistant should include polite communication, clarification of the client's desires. If a person does not make contact, you cannot impose. Only if the buyer is really interested in the product and asks questions, you should honestly explain to him why it is worth making a purchase.

Mistake four: underestimating the buyer's mental capacity

When a sales assistant comes to a clothing store for the first time, he doesn't know how to deal with potential customers. All people who visit a point of sale seem to be exactly the same. However, many inexperienced salespeople may underestimate the customer's capabilities. A consultant looks rather funny when he talks about the benefits of purchasing a particular dress to a stylist. A successful salesperson must be able to evaluate buyers at a glance. This will avoid a curious situation.

Overestimating the mental capabilities of a potential buyer is another blunder. When a consultant begins to operate with professional words that are not clear to everyone, the person feels his own incompetence in this matter. It is good if the client is not embarrassed, wants to ask again and will still make contact. Many buyers decide to end the conversation if the information provided is not clear to them.

Active offer of additional services

How else can you interest a potential buyer? It is worth actively promoting additional products and services. The possibility of issuing a particular product on credit was already mentioned earlier. Additionally, you can offer the buyer to insure the purchase. This service is especially relevant in mobile phone shops. The client may agree to purchase a more expensive smartphone if it is announced that it can be insured against falls or theft.

What products can be additionally offered in clothing stores? You will be able to perfectly increase sales with the help of various accessories. If the customer comes for trousers, you can offer him a belt or socks. Neck scarves and tights are also sold well. You will be able to get more income if the preparations for the sales are right. Related products should be placed side by side on the shelves. Additional services, such as discounts on dry cleaning, tailor shops, and the ability to deliver goods, also go well in clothing stores.

Customer base

Those who decide to devote their lives to sales should build their own customer base. All you need to do is save the buyer's data when making a deal. In the future, by the specified number or email, you can notify the client about the arrival of a new product or discounts on old products. Such tactics must necessarily include the sales technique of the sales assistant of household appliances. A person who bought a refrigerator will sooner or later need a microwave or multicooker. In addition, any technique breaks down over time. In addition, the client can talk about the possible benefits to his relatives and friends. In this case, sales will grow exponentially.

Direct contact with the client through a phone call will be even more effective. In the course of the conversation, you can interest a potential buyer in new promotions and great offers. In this case, it is also important not to impose. From the very first seconds of communication, a professional sales assistant must understand whether the conversation is interesting to the client.

Anyone can become a successful seller. The main thing is not to despair and try to correct the mistakes made. It is also important to choose the right field of activity. For example, a woman who is poorly versed in automotive engineering is likely to be unable to achieve great success in an auto parts store. Also, a male sales assistant is not the best option for a lingerie salon.

Let's be honest: it's hard to sell. Only 3% of people trust salespeople, HubSpot found in a 2016 study. To increase your chances of success, take advantage of the experience of knowledgeable people - for this, we studied different methods of working with clients and collected the best tips on sales techniques.

Sales advisory

Suitable for: For "difficult" markets, where the choice is not easy for the client.

The essence: You try to identify the problems and needs of the buyer, become his assistant and mentor, offer him the best solutions.

Example: An insurance agent offers the company to insure employees under voluntary health insurance. It works like this:

Greets.
Asks questions: how often do employees get sick? Are there increased risks at work? does the firm have a contract with an insurance company?
Offers insurance and talks about the benefits: income tax will decrease by the amount of insurance premiums, staff will get sick less often and recover faster, the company will become more attractive to job seekers.
Now that the client understands that the cost of insurance will be covered by the benefits that he will receive, the agent names the price of the insurance.

SPIN sales

Suitable for: This sales technique works best in high-value goods and services.

The essence: Push the client to the necessary conclusions that will help him make a purchase decision by asking 4 types of questions:

Example: The company offers PBXs for large enterprises. The manager asks questions about:

What type of telephony are you currently using? How many calls are received daily?
Does it happen that customers cannot get through to you due to the fact that all lines are busy?
What is your lost profit for each lost customer?
If you had the opportunity to reduce the number of missed calls to a minimum, would you do it?

Concept Sales

Suitable for: B2B companies that work not for quantity but for quality.

The essence: The principle of this technique or technology of sales is “everyone wins”. We sell not a product, but a concept. Instead of coaxing - customer analysis:

We study the client in order to understand what concept of an “ideal” product or service is embedded in his mind.
We present the product in the right light.
We identify the client's interest in the transaction.

If the transaction is not beneficial for one of the parties, then the seller must refuse it. If the client is not “yours”, even the best sales techniques will not help.

Example: The insurance agent found out that the company is experiencing personnel problems and is looking for ways to solve them. He presents VHI insurance as the main element of the social package, mentioning that for 30% of applicants, the social package is a key point when choosing a job.

SNAP sales, aka flexible sales

Suitable for: Companies in highly competitive and rapidly changing markets.

The essence: You need to adhere to 4 principles:

Example: Let's say you sell an electronic document management system to a law office.

S.First, you tell what it is and how it will help the client: Electronic document management system, reduces the time for working with documents by 10 times, paper costs by 30 times.

N.Show your competitive advantages: The document can be simply photographed, the system itself recognizes it and translates it into digital format, competitors cannot.

A.Say that you are "tailored" for the client: There is a special version of the program for law firms.

P.You motivate to make a deal as quickly as possible: Only by the end of the month the implementation of the system is free, usually it costs 10,000 rubles.

Challenge sales

Suitable for: any B2B companies.

Customer-centric sales

Suitable for: Companies in highly competitive markets.

The essence: The customer is at the forefront, and everything we do should solve his problems. Top tips for this kind of selling technique:

Don't sell by a template, proceed from the situation.
Don't just give advice, but listen and be interested.
Interact only with decision makers.
Try to close the customer's problems, not sell for the sake of sales.
Solve problems, not build relationships.
Sell \u200b\u200bquickly and efficiently, get rid of stuck deals.
Adapt to the buyer's pace and timing, rather than bending your line.
Do not persuade to buy, but inspire to buy!

These are seven essential sales techniques that we think are worth paying attention to. Write which technique seems more effective to you, and we will devote a separate text to it. And if you need help choosing the right technology for your company, then order an audit from professional business analysts. They will analyze your business by 50 indicators and tell you what needs to be improved and in what ways it is better to do it.

The highest goal of personal selling is the direct implementation of the sale. However, not every customer contact can go to this stage. At the same time, the ability of a company employee to feel the moment the client is ready to purchase a tourist product is of exceptional importance. For this, it may be useful to know the different kinds of signals (verbal and visual) sent by a potential buyer.

Such signals, in particular, can be the following:

· A potential client gives a long-term feedback about the product;
· A potential client is interested in everything that would be an incentive to purchase a product;
· The prospect changes his tone of voice to a whiter friendly one;
· The expression on the face of the potential client from worried and defensive turns into a more satisfied and calm.

There are also a number of techniques known to complete the personal selling process. The main ones are:

· Lost advantage. The technique is well known and widely used in practice. The seller notices the customer that he risks losing the benefits and benefits if he does not make a decision immediately. Admission: "Take advantage of the tourist travel sale, the prices are low for the Sami ..."
· summarizing. By summarizing the customer's objections and the answers given to them, the seller further summarizes the benefits of the product by telling the customer, “Well, good! If you agree, now it remains for us to draw up a contract ”;
· Implied consent - this technique is used throughout the sale process, as if the customer has already made the final decision to purchase the product;
· A win-win alternative - a well-known technique that is to give the customer a choice between two decisions, each of which leads to a purchase: "Which of these two hotels seems most suitable for you?";
· Accumulating consensus. Consists of getting customer approval during the entire discussion process, which would logically lead to the purchase;
· The last objection. To prepare or expedite the completion of a sale, it can be helpful to say, “I believe I answered all of your comments. Maybe you have one more, last question? ”;
· Last minute advantage. In order to speed up the decision-making process, it is useful to put forward a final argument that is decisive and that should end the client's hesitation and ensure his final agreement. This last argument should be chosen by the seller, taking into account the tastes and requests of the client, as well as the characteristics of the product offered.

The logical conclusion of the personal sale process is the follow-up contact with the client. The travel agency is always interested in the customer's satisfaction with the service, as this provides an opportunity for subsequent interaction. The best future customers are today's satisfied customers. Subsequent contact with the client just allows you to find out the degree of satisfaction of his needs with the proposed product, to clarify the requests and wishes of customers, which are the starting point for improving individual services and developing the product strategy of a tourist enterprise.