10.2. Create rules for working with the client on the repayment of receivables It would seem that everything should now work out by itself. But you and I know perfectly well that most people are in no hurry to give out debts. In this regard, I want to tell one oriental parable, slightly altered into

The basis of the work of a sales consultant is communication. Building it right, making it pleasant and effective is not an easy task. A qualified consultant should be able to behave in such a way that the buyer is comfortable - then he will not only come next time, but also recommend your company to acquaintances and friends.

The main principles of the seller are friendliness without fawning and dignity without arrogance. A fake smile is not at all conducive to communication, and sincere goodwill is always appreciated. When describing and offering a product, there is no need to fuss, do not rush the buyer, give him time to decide. Do not confuse initiative and obsession. You should also not show indifference.

Do not rush to the buyer as soon as he appears on the doorstep - say hello and try to be in his field of vision in order to quickly come to the rescue if necessary. If you follow the customer around the store, this will only make him leave faster. If the questions you're being asked confuse you, don't make it up, admit that you're not ready to answer right now. Ask colleagues for help. Often, buyers ask not entirely correct questions about the product - take it easy, knowing the properties and characteristics of the product is your task, not the client's. No need to impose your own opinion. Be objective and impartial.

Conflicts happen in the work of a sales assistant, this is unpleasant, but it is not always possible to avoid them. Remain calm, and if you see that you are being provoked, do not give in, invite a more experienced colleague or administrator. In any case, rudeness and rudeness are unacceptable. Even if you had a rough day, it's not the buyer's fault. Be humble and intelligent.

well maintained appearance and competent speech will bring additional points in your favor. Do not use jargon, follow the rules of conduct adopted in your organization. Even if the buyer demanded a consultation at the moment when you are solving a very important work issue, apologize as politely as possible and ask him to wait a bit.

Confident and correct behavior will help increase the efficiency of your work, and career advancement will not be long in coming.

The success of sales 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 receive more impressive income. Proper communication with the client is the key to success. There are 5 main stages of sales that every sales assistant should know about.

Stage one - establishing contact

The first impression of a person is the most important. This opinion is indeed justified and applies not only to communication in ordinary 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, the sales volume will definitely be increased. At the same time, you can not 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 a consultant a question if necessary. Others are waiting for 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 should be clearly understood by a successful sales assistant in a clothing, footwear, household appliances, etc. store.

How should a person who works in the field of trade behave? As soon as a potential customer crosses the threshold of the store, you should definitely smile and greet him. Over the next few seconds, you need to evaluate the buyer, to understand whether he needs help. Then you can turn to the client with the question “Is there something to suggest to you?” In case of refusal, in no case should it be imposed.

The appearance of the store employee also plays an important role. Even the most the best technique sales assistant sales assistant will not work if he looks untidy. The employee of the market must be well-groomed. It is good if the dress code is respected in the store.

Stage two - recognition of needs

A good sales assistant can in any case increase sales 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 he is really interested in. How can I do that? First of all, you need to let the person talk 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 technique involves choosing questions that begin with the words “when?”, “Where?”, “For what purpose?” (for example: “Where do you plan to use this or that shoe model?”). Potential buyers will not be able to answer “yes” or “no” to such questions. 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: courtesy, goodwill, ability to listen. Patience is a quality that also has great importance. 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 yourself do not know what you want” in relation to the client are not allowed.

Stage three - product presentation

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

What should be the sales technique of 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. At the same time, it is worth assessing the physical parameters of a person, in no case discussing them aloud. So, you should not offer a woman with impressive forms a tight-fitting mini dress.

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

Stage four - questions and objections

Any objections and questions from a potential buyer - 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 a successful completion of the transaction. The task of the seller is to correctly answer any objections, to persuade the client to buy.

Consultants who have learned how to work with objections can consider themselves true masters. Indeed, for this it is necessary not only to have complete information about the product that is being presented, but also 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!" - this is the objection sellers hear most often. Discussing the 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 of a phone sales assistant? The specialist should explain that a particular model costs more because it is made in England and not in China. Durable materials were used in its manufacture. The buyer must understand that by buying a cheaper model, he receives only a temporary benefit.

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

Stage five - closing the 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 refused. Now it is important not to step back. In most cases, buyers are waiting to be nudged into action. They already had the product in their hands, and parting with it can be quite difficult. At this stage, you can remind the indecisive buyer that, according to the legislation of the Russian Federation, the goods can be returned to the store within 14 days. This argument usually goes in favor of the sale. Although in reality no more than 5% of purchases are returned.

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

The success of a consultant directly depends on the chosen sales technique. The 5 stages described above are fundamental. But you should also be aware of the mistakes that most novice sellers make. If you manage to avoid them, your income will increase significantly.

Mistake #1: Not Listening

A seller who knows everything about the 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 why exactly he came, what he would like to see in the proposed model. In no case should it give the impression that the seller is imposing something on a potential buyer. A consultant is an assistant who guides the client to the right choice.

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 noticed. The first 10-15 seconds of contact between the seller and the buyer who has come to the store are the most important. It will be easy to win over the client if you take notes during the meeting and conversation with him. Such a moment necessarily involves 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 really get such a sofa (bed, cabinet, wardrobe) that he wants.

Another important rule: if the conversation has reached a dead end, it should be stopped. Aggressiveness and obsession are traits that do not paint the seller. If the buyer receives negative emotions from communication, he will never want to return to the store again.

Mistake Two - Ignore 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 this or that model is a necessity. However, it is worth remembering that the buyer turns to the store, based on their own benefit. He does not always care whether a particular product is the most in demand on the market (this is what most sellers report during the presentation).

Be sure to study the buyer's point of view. A person came to the store to buy cheap shoes? No need to dissuade him and report that economical models do not last long. The client himself knows what is more profitable for him. The footwear sales assistant's sales technique should include the presentation of models from various price categories.

Mistake three - to convince, not to explain

Beginning salespeople 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. It is possible that on the way of such consultants there will be weak clients who will nevertheless bring the deal to the end. But even such buyers 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 that needs to be done is to argue the real benefit for 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, it is impossible to impose. Only if the buyer is really interested in the product and asks questions, it is worthwhile to honestly explain to him why it is worth making a purchase.

Mistake #4: Underestimating the Buyer's Intelligence

When a sales assistant comes to a clothing store for the first time, he does not know how to behave with potential customers. All the people who visit the outlet seem exactly the same. At the same time, many inexperienced sellers may underestimate the capabilities of the client. A consultant who talks about the benefits of acquiring a particular dress to a stylist looks rather funny. A successful seller must be able to evaluate buyers almost at a glance. This will avoid a funny situation.

Overestimating the mental capacity of a potential buyer is another blunder. When a consultant begins to operate with professional words that are not clear to everyone, a person feels his own incompetence in this matter. It’s good if the client is not embarrassed, wants to ask again and still makes 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 obtaining a particular product on credit has already been mentioned earlier. Additionally, you can offer the buyer to insure the purchase. This service is especially relevant in salons. mobile communications. Perhaps the client will agree to purchase a more expensive smartphone if he is told that he can be insured against falls or theft.

What products can be additionally offered in clothing stores? It will be possible to increase sales very well with the help of various accessories. If the buyer came for trousers, you can offer him a belt or socks. Neckerchiefs and tights are also on sale. More income can be obtained if preparations for sales have been made correctly. Related products should be placed side by side on the shelves. Clothing stores also do well with additional services, such as a discount on dry cleaning, tailoring, and the possibility of delivering goods.

Client base

Those who decide to devote their lives to sales should start their own customer base. All you need to do is save the buyer's data when making a transaction. In the future, using 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 a sales assistant of household appliances. A person who bought a refrigerator will sooner or later need a microwave or a slow cooker. In addition, any technique eventually fails. In addition, the client can tell about the possible benefits to his relatives and friends. In this case, sales will grow exponentially.

Even more effective will be direct contact with the client through phone call. During the conversation, you can interest a potential buyer with new promotions and great deals. In this case, it is also important not to impose. Already from the first seconds of communication, a professional sales assistant must understand whether the conversation is interesting to the client.

Anyone can become a successful salesperson. 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. So, a woman who is not well versed in automotive technology, most likely, will not be able to achieve great success in an auto parts store. Also, the male sales assistant is not the best option for women's underwear salon.

Let's start with a few real life examples:

Case-1.
Specialized store of household appliances "DAEWOO". The Client has an alternative: buy either here a small "DAEWOO" refrigerator, or in another place - a "Stinol" refrigerator, bigger size but at the same price. Understanding perfectly where it is, the buyer asks the question: “How much do Stinol refrigerators lose compared to your DAEWOO?” Seller’s answer: “I don’t know the characteristics of Stinol. But since you say it's bigger, you'd better take Stinol. This, we repeat, is the answer of the "DAEWOO" equipment seller! The sale of the "DAEWOO" refrigerator thus did not take place.

Case-2.
Another hardware store. And again the department of refrigerators.

The purchase of Stinol did not take place either. In both cases, the Buyer didn't choose anything. Although, it would seem, what happened? Probably, the Client himself does not know what he wants! That's right - DON'T KNOW!

TYPICAL TRAINING ERRORS

When sales go bad, they say, you need to train staff. The only question is what. Should it be a pump for confident behavior and activity? But how should this activity manifest itself and how can it be measured? How to understand that the seller is "active"? And will this activity lead to sales?

Perhaps this is a study of the psychotypes of buyers and the characteristics of their motivation (with deep immersion at the expense of the company!)? Recognition of the internal state of the buyer by his facial expressions and gestures? Learning the technique of open and closed questions? Maybe. But then again, will knowing this theory lead to sales?

There is another - not psychological, but technological - approach, based not so much on the knowledge and recognition of the "psychotypes" of each buyer, but on the diagnosis of typical (repeating) situations. This allows us to neglect individual characteristics each buyer (just ignore them) and work efficiently "on the stream". In the trainings of the "TRIZ-CHANCE" System, the main emphasis is placed not on psychological, but on TECHNOLOGICAL methods of working with Clients.

Making a salesperson a psychologist is inefficient for many reasons. If you seriously teach psychology, then this is a long process. Again, staff turnover. Yes, and there are not that level of sellers to understand this to the subtleties. We have to admit that trainings based on popular psychology (language of facial expressions and gestures, the doctrine of extroverts and introverts, etc.) are a powerful way to lead salespeople into an experimental neurosis for a long time and completely confuse them. Especially those who work on the stream in a large supermarket. Agree, if the seller, instead of thinking about how to sell goods, begins to remember how the head of the Client is arranged, then he will not sell the goods, and he himself will become neurotic.

It is much more effective to teach the seller very specific techniques, how to deal with a Client in a given situation, without delving into psychology. The seller should not be a psychologist, but at the level of a reflex (!) Know a few technological tricks for each typical situation. These tricks allow us to neglect psychological characteristics each Client (just ignore them!) and work efficiently and technologically "on stream".

Another mistake that is often made is disregard for the way of trading. It is one thing - an expensive individual sale, when it is permissible to talk for a long time (for hours!) with the Client. And it’s quite another thing to work on a stream in a supermarket, where the staff literally has a few minutes or even seconds to communicate with each customer, where you have to answer hundreds of calls a day (moreover, several customers at the same time) and keep in mind information about thousands of products. Here, all the more so, it is necessary not to delve into psychology, but to quickly and clearly speak phrases that help the Client navigate the assortment, make a choice, dispel doubts, etc.

Another mistake - failure to take into account the initial installation of personnel. There are sellers who simply do not want to work, they have no motive. Indeed, those times are already passing. But the type is still very common. Such a seller may advise you to buy the same product in another store, because "it's cheaper there." Or to dissuade the Client (without any reason) in favor of a cheaper product, despite the fact that the Client was also inclined towards a more expensive product. In fact, such a seller saves the Client's money, although he did not ask him about it. The sphere of interests of the store and the seller in this case is very different. The seller actually works on his image and clearly separates it from the image of the company. (Let's remember the "honest" salesman of "DAEWOO" equipment, who advised to buy "Stinol".) The store manager may not even know about it. And it hurts the store.

And there are sellers who want to work, change their stereotypes and attitudes, but they often simply do not know how to be in this or that situation, they do not have enough tools for work - techniques. First of all, it is these sellers that we try to train.

sellers we we train according to the so-called. "Customer Action Chain"(store visitors). From the moment the Client enters, stops at the window, examines the goods, chooses, doubts ... and until the moment he leaves the store (with or without a purchase), a number of typical "difficult" situations (including typical errors) are reproduced, which are usually lead to failed sales and, as a result, lost profits for the store. Such situations in the store up to 80%. We work them out in the training using different techniques.

TYPICAL "COMPLEX" SITUATIONS WHEN WORKING WITH CLIENTS

Let's give examples of several SITUATIONS (so far without tricks), moving along the chain of actions of the Client:

• In this bottle mineral water, look, contains as much calcium as vitamin "Centrum" (in a daily dose).
• Look, this wallpaper two layers . When replacing, it is easy to remove the top layer, and the bottom one will be a good basis for new wallpaper.
• This model (VCR) has frame editing function : When dubbing on this VCR, you can rearrange (edit) frames as you like.
• See in this microwave double grill (two spirals at an angle). The meat will be fried not on one side, but on two at once. Fast and even.
• These floors are laid with a special lock fasteners . Therefore, it is always possible to replace individual elements.

In a situation where the Client cannot choose one product from several…

EXAMPLES OF SELECTION CRITERIA (for equivalent goods):

• AT passage room (Client's resource. - Note.) it is better to take low pile carpets : high pile from walking will be crushed, and moreover, unevenly.
• The client considers two lamps, blue and green: which one to choose?. Seller advises: Take the green you said you have curtains in greenish tones (Client's resource. - Approx.) - one will go well with the other.
• The client thinks what kind of matting to take: with or without painting? Seller advises: Take matting without painting: if want to change the curtains (Client's resource. - Note.), then you can repaint the matting in suitable color . And you can repaint up to 5 times.
• For a closed pie (Client's resource. - Note.) is better to use fatty fish varieties (for example, halibut).
• Cream for decorating cakes better to take in aerosol , because they are already whipped. For coffee more suitable portion sachets .

If the prices of two products differ, then to set the selection criterion, that additional "option" (additional function, additional property, etc.) is called, due to which, in fact, one product is more expensive than the other. In this situation, the Client UNDERSTANDS WHY he overpays. And either he is ready to pay (there is a "self-justification" of the purchase), or he can easily give up this "option" and choose an inexpensive one.

Important point! An additional "option" should NOT be associated with the best quality of the product (greater strength, reliability, etc.), the absence of harmful side effects or inconvenience (no scale formation, no need to separate fractions, etc.). All items in the store are of the highest quality! We proceed from the fact that a cheaper product is a quality standard (durable, reliable, convenient, etc.), and a more expensive one is "a little better" by the value of this additional function, additional feature or additional convenience, so that the Client in any case I considered it a normal purchase for myself. (Verification test: in the presence of two people - wealthy and not very wealthy - it is necessary to compare two goods of different prices, but so that neither of them is disappointed and everyone can buy their own version.)

When sales "do not go" (and Clients "through advertising", on the contrary, can enter), it is worth starting with a revision: are there any problems with the assortment structure, untimely delivery, high cost (due to bloated staff), etc.? There may also be significant shortcomings. If the sellers at the same time different ways sabotage work and cause damage to the store, all the more need is not personal sales training, but management consulting. Some of the salespeople will have to be fired.

In another case - when identifying typical errors and "bottlenecks" - it is necessary to consult on setting up a sales technology in general, forming an assortment, laying out goods, and pricing policy. The behavior model of the "most humane" sellers, dissuading Customers from buying, will make you think about the right motivation and improvement of the salary system.

Building a sales technology will require the introduction of a system of corporate standards - both in the field of protecting the interests of the company, and when interacting with customers.

When all these tasks are solved, and sellers lack only technological tools for working with Clients, it is worth conducting trainings that would bring the process of "thinking" and responding to typical actions of the Client to a certain degree of automatism.

LITERATURE:

• Kavtreva A.B. .
• Vladimirova G.V., Sychev S.V., Kavtreva A.B. . A fragment of the technique "Methods of work of sellers in the trading floor".