At what stage does the sale begin? Stages of active sales. Typical mistakes at the presentation stage

There are probably people among the readers who have not yet given up on own life, strive for success and are ready to learn new and useful things every day. It is for such individuals that this article was written.

By studying the simple 5 rules of sales and following them, almost every manager can increase the income of the company in which he works, and therefore his own level of income. The following is intended to help many people, regardless of their age and gender, to form a new, unexpected view of seemingly ordinary things, of themselves and their own actions, and most importantly - to open up new opportunities!

The purpose of studying sales techniques

The goal of studying various sales techniques, formed from the extensive experience of experts, is to achieve a level of mastery where sales turn not only into a way of earning money, but also into an amazing interesting activity, and very often - the work of a lifetime.

Product sales rules

From large quantity practical skills that were acquired by many experts over a long period of time, expending enormous effort and making a lot of mistakes, 5 rules for selling goods were formed. Every manager or salesperson should know these rules in order to achieve good results, because it is known what is correct organized sales- this is already 75% of success in any business.

When starting a business, almost every beginner, and often an experienced businessman, focuses on creating business plans, searching for business partners, advertising activities etc. Having gone through sufficient stages from the point of view of a novice entrepreneur, the owner of the company waits for clients, but for some reason they do not come, although the steps described above were completed perfectly. A very common problem, isn't it?!

There is no need to delve into the “debriefing” and look for the cause of failures in the depths of the processes. She is on the surface. It’s just that people who decide to go into sales must love selling and must be able to communicate with clients. In the end, sales should not become a hard job for a manager, but a kind of hobby. Of course, you also need certain knowledge in this area, and most importantly, the application of this knowledge in practice. The well-known 5 rules of sales, the technique of which is quite simple, are stubbornly not applied by sellers in practice. But by using the described basic theory in your work, you will gain the ability to successfully close nine deals out of ten.

Sales stages

Let's consider the basic 5 rules of sales, without which staff can achieve success trading company turns into a dubious or, in any case, a distant prospect. In fact, these are not even rules, but stages of any transaction. The manager's accuracy in fulfilling each point of the 5 basic rules of sales determines whether the transaction will be successful for the seller or result in wasted time and effort.

So, in order to sell any product, we move step by step. We follow every rule. 5 points in sales, or rather, its achievement and completion, is success.

Point-rule 1. Establish contact

It has been proven in practice: the very first point from the list of 5 rules of sales is one of the most important. The result of the sale, that is, whether it will be successful, is formed in the first minute of communication between the manager and the client.

Forming an opinion about ourselves

The manager simply needs to form the buyer’s opinion of himself as a professional, capable of solving the problems of a store or office visitor, and also as a person who will definitely take care of the client’s interests. You need to literally radiate energy and fill the communication process with enthusiasm. The outcome of the case is largely decided depending on the level of internal confidence of the seller in the product he offers.

The importance of little things when forming a first impression

By following the rules of business etiquette, each manager makes the client feel comfortable and also feel important.

There is no need to dress extravagantly, you need to look presentable. Showing provocative cleavage or tattoos can easily scare off a client.

Smile and compliments

Absolutely every person likes appropriate and subtle compliments directed at him. In addition, it is very easy to win people's favor with a sincere smile. In general, these simple moments in communication, if used correctly and unobtrusively, can create a favorable environment, and it is in such an atmosphere that the buyer most often makes a positive decision to purchase a particular product.

Rule 2: Apply active listening techniques

As noted above, a very important point for every salesperson to learn from the 5 basic rules of sales is active listening. Well-known psychologists offer several techniques that all sales managers need to master.

Active Listening Techniques

So, specific examples active listening techniques are presented:

1. Non-verbal accompaniment. This is when the seller looks into the eyes of his interlocutor, takes a pose expressing understanding, nods his head, etc.
2. Emotional repetition. Quite often an expression of enthusiasm is appropriate. For example, the seller’s final transaction question: “Did I understand correctly?” is most often accompanied by the buyer’s answer “Yes!”
3. "Echo." You can and should repeat verbatim the provisions expressed during the conversation by the client. “If I understood you correctly...”, “Your opinion is...”.
4. By clarification. During the dialogue, the buyer-seller must ask clarifying questions from the former regarding any individual aspects of the latter’s statements.
5. To summarize. This method assumes that the manager, in the process of communicating with the client, must periodically reproduce the essence of the latter’s statements, but in a very condensed form: “So, you want...”.
6. A logical consequence. The manager needs to logically draw a consequence from the statements of the potential buyer: “If we summarize what you said, we can recommend...”

Rule 3. Questions

The sales rules, the 5 stages of which we are considering, contain one point that is not the easiest to study and understand, but very important - “ask questions.”

To fully understand this stage of sales, it is necessary to study the issue in depth. You can resort to reading the works of famous management experts, for example, Neil Reckman, who described in detail the most used technique for asking questions correctly - SPIN. Having achieved perfection using such techniques, any manager can experience the benefits of complete control over the situation during a conversation with a client.

Types of questions

There are four types of questions that need to be asked sequentially. These types are presented:

1. Situational questions, which reveal the general situation of a potential client.
2. Problematic issues, which are designed to clarify the essence of the problem with which the buyer came.
3. Extractive questions. They help determine the level of relevance of the problem for the client.
4. Guiding questions. Such questions are intended to help the manager move to the stage of presenting the essence commercial offer.

Rule 4. Client’s objections

Every manager has repeatedly encountered client objections. This is an integral and inevitable part of communication when making sales. It should be noted that with the proper ability to work with objections, the process of overcoming them and even turning them into a benefit for the seller turns into a real pleasure for him. This is hard to believe, but practice confirms the truth of the statement.

Professionalism in sales

The client’s objections should be welcomed and even rejoiced at, because it is objections that provide the seller with an additional chance to dispel the client’s mistrust directed towards the product. For successful seller who has studied the 5 rules of sales, it is true that the stage in question can become a real high point and predetermine the successful outcome of communication with the buyer. To achieve such results, you need to become a true professional in your field, which is explained by passion for your work, as well as genuine and sincere love for clients.

Under no circumstances should you start a dispute or deny the objection directly. This will only deepen the mistrust. To achieve success, it is necessary to accept the point of view that the buyer has taken and demonstrates.

By accepting the point of view of the interlocutor, the seller recognizes the freedom of the first, and also gives him the right to express his own opinion. Acceptance is a kind of emotional shock absorber that can easily extinguish irritation, as well as the aggressive attitude of the client. Sayings like “As I understand you, ...”, or “It’s great that you know about this shortcoming, and ...”, etc. are excellent examples of correct work with objections.

Rule 5. Completion of the transaction

Research shows that only 5-10% of sales managers have the skills to properly handle the final stage of a sale.

Researchers who conducted a survey among sellers of various goods note that this state of affairs is caused, first of all, by the seller’s fear of being refused after going through the preliminary 4 stages. Experiences do not allow the manager to get ready and bring the buyer to the cash register to pay for the purchase or hand him a contract to sign. And it should be noted that such uncertainty often leads to the nullification of all preliminary efforts of the seller. But it is known that only by following step-by-step and completely the rule 1-5 in sales, a seller can count on success.

First of all, you need to acquire the ability to notice signals that indicate a buyer’s readiness to make a purchase. IN this issue An analogy between the sales process and the art of fishing is appropriate. If a hooked fish is hooked too early or too late, it will fall off the hook.

Conclusion

That's all the basic rules of sales. Of course, they are considered superficially, and each of them requires separate study, and most importantly, practice. It is only important to remember that for success you need to study the rules of sales, the 5 stages of which are discussed above.

The average salesperson has at least ten contacts with different customers every day. If we multiply this number by the number of days in a year, we get more than 3,500 thousand opportunities to make a sale. Not so little, right?! If potential clients do not come to the store or office at all, you can turn to other techniques, for example, study the 5 rules of telephone sales. In other words, don’t stand still, explore new directions every day and one of them will definitely bring success!

06/24/2013, Sergey

To be honest, I would start with a more general, but more important question: “What is it and what is it eaten with?”

I am sure that everyone who has had any contact with the “world of sales” has heard this expression: “Stages of sales.” So what is it and how many are there?
But first, let me back up a little.

People who practice NLP (neuro-linguistic-programming) claim that any successful activities can be simulated. What one person is good at doing can be modeled and transferred to the activities of another person. To put it simply, if you find out exactly what one person does to achieve success and teach those actions to another person, most likely he will also achieve success. Damn, I probably mixed up my tracks a little. But I'm sure you get the point.

So, “sales stages”, for me, is a model of the sales process. Generations of “sales people” and trade theorists analyzed their activities and the activities of their colleagues to identify the formula for success. Perhaps this is exactly how they appeared (stages).

Now it has become possible to study and practice each stage separately and the entire process.

Well, how many are there and what are they called?

I have come across different numbers, on average from 3 to 7. But the most common is the “magnificent five”.

It is time to name and briefly describe these five stages. Let's look at them in order.

At this stage, the main task of the sales representative is to establish contact with a potential client. Psychologists say that you have 30 to 40 seconds to make a first impression. In this short period, you need to sell yourself as a successful professional. And if you fail to do this, then your chances of making a sale are very low.

Having established contact with clients, most salespeople make their main mistake; they begin presenting their product without even finding out the needs of the potential client. How can you sell a product to a person without knowing what he needs? Perhaps if you work in one-time sales, this approach will work. But if you work in “regular” sales, where long-term relationships are important, first of all you need to find out what the client’s needs are, what he needs at the moment. This is exactly why this stage exists.

And only now that you have established contact and found out the client’s needs can you move on to your presentation. But! The presentation must be adjusted specifically to the needs of this particular client. There is no point in dumping on the client all the advantages of your commercial offer if he is only interested in specific 2-3 properties. You may lose his “attention” without ever getting to what interests him. And this means loss of sale.

This stage causes the greatest controversy among both practitioners and sales theorists. Some people say that having objections is good. Someone claims that this is bad, because it means that the trader did a bad job preliminary stages sales.
In any case, you need to be prepared for objections. Most often, they still appear at the client’s place. And the ability to “work” with them is a very important condition for success in sales.

As the name of the stage itself suggests, this is the completion of the sales process. Or rather, successful completion: concluding an agreement, receiving an order, etc.. You may not believe it, but it is at the stage that most beginners “prick up” sales representatives. Why? Yes because they are afraid! You ask: “What?” Refusal! Perhaps they believe that if the client still has not bought a product from them, then something went wrong. But research shows that 4 out of 5 buyers will never ask for the product themselves. They believe that if you are a professional, then it is your job to “close the deal.” Yes, it is you who are obliged to ask the client to sign an agreement, place an order, etc. So draw your own conclusions. Are you a professional?

Sales of products and services are the basis of any business. From the moment when humanity switched to monetary accounting, the first signs of management in sales began to form. Trading efficiency directly affects financial well-being modern companies. The formal exchange of a product or service for a certain fee is not enough - in a competitive environment, only those who sell a lot to a large number of customers grow. These indicators depend on the work of the manager, which determines the importance of sales specialists.

Manager's responsibilities

It would seem that the only thing required of the manager is to offer the product, and then it’s up to the client. Either he buys or refuses. But with such an indifferent approach to potential buyers, the company risks being left out of business altogether - the audience will simply be captured by a competing company in which the sales manager’s sales techniques have been mastered more deeply and work more efficiently. Therefore, the sales spectrum includes a whole range of tasks, including:

• Direct sales, reporting and consulting.
• Increase
• Formation and maintenance of connections with the main
• Regular search and “recruitment” of new buyers.

As a manager's tools, it is worth noting negotiations, working with databases, receiving calls, etc. In addition, the list of responsibilities may include the so-called warehouse accounting with servicing of sales floors.

Manager's Obstacles

In order to understand all the nuances of working with clients and what the sales technique of a sales manager is actually designed for, it is worth determining the essence of the work of a specialist in this profile. Unlike an ordinary salesperson, a manager’s efforts are aimed at targeted “processing” of clients. The fact is that, a priori, not every company or private consumer is ready to spend their time on advertising. And the work of a manager, by and large, is advertising of products or services. Therefore, difficulties arise in the distribution of goods, which a sales specialist must overcome. Negotiating with clients, despite their obvious reluctance to use the company’s services, is perhaps the key point in a manager’s work. And a whole set of techniques aimed at increasing sales comes to help in this matter.

Active sales technique

There are many recommendations and advice from experts in various fields that sales managers take into account. These are mainly aimed at achieving main goal- convince the client that he really needs the product or service being offered. The most effective sales tactics take into account the advertising procedure from different angles - one of the most important is the view from the point of view of the buyer himself. What does he really need? So, for example, a digital technology sales manager, after an initial conversation, will not offer a device that the client is not initially focused on.

Set of AIDA rules

The AIDA system most accurately and succinctly conveys the principles on which any method of increasing sales is based. It can be deciphered as follows:

• Attention - to catch attention. A correctly formulated first phrase will attract a client who was initially not inclined to discuss the proposal.
• Interest - to provoke interest. To do this, the technique involves addressing directly the activities of the buying company and comparing its needs with the products sold.
• Desire - to cause desire. Note how the client's company's performance could improve if it decides to use the proposed product.
• Action - lead the client to action. The first signs that the client does not mind discussing the issue more deeply should not go unnoticed by the manager himself. All contacts and conditions for further negotiations should be provided.

Cold calls

One of the tools that comes with a set of the mentioned techniques. Most common in large companies selling expensive products in large volumes. For example, a construction equipment sales manager works with cold calls and calls potential partners. When making a call, a specialist must be guided exclusively by benevolent intentions, understand the needs of the addressee, and also be prepared for reluctance to communicate. Such calls are the most common “weapon” of managers and require a lot of energy. To make 20-30 calls a day, you need good initial training and, of course, communication skills with knowledge of sales techniques.

Techniques for dealing with failures

Most attempts by managers to offer services or products are met with refusal - in one form or another, it indicates a reluctance to cooperate with the selling company. The main way to correct the situation is one of the techniques of the so-called verbal aikido. As an illustration of this technique, we can cite a case in which a sales manager household appliances offers a refrigerator and is refused due to the fact that the client already has a good model. The specialist, in turn, takes the position of the interlocutor, noting that the second copy, which is by no means cheap equipment, will probably be superfluous.

It is worth noting that this is a trick, the effect of which is aimed at relieving tension - it seems to the client that the manager has entered into his position and realized the inappropriateness of the acquisition. In this interval, the main thing that professional managers achieve is created - trust in the seller, experiencing which, the buyer is more easily amenable to gentle persuasion.

Then another phrase comes into play - they say, the proposed technology is available in singular, since the rest have already been purchased by users who appreciated the functionality of the refrigerator and its overall quality. Of course, it is impossible to guarantee 100% that the client will certainly “take the bait” and purchase the model, but on average, the sales technique of a sales manager allows at least half of 10 such situations to lead to a successful result.

Basic manager skills

Now we can touch on the topic of the personal qualities of the sales manager and his professional training. A specialist whose work involves selling products and offering services must be able to find mutual language with different categories of people. This is largely determined by individual qualities - competent speech, initially good education, personal charm, etc. Special training is also important, which will give an understanding of how the technique works in principle effective sales in a specific direction. On the other hand, specialties such as Advertising and PR and Management, supported by knowledge of the economic or legal framework, will undoubtedly increase the chances of a successful career.

Manager motivation

As you can see, the job of a manager is not easy. The main stresses are psychological in nature, however, in some industries, specialists in this profile also experience serious physical tests- for example, if you need to personally meet with several clients in a day. So the question arises, how do such employees motivate themselves? Of course, money provides the decisive boost. Moreover, managers’ compensation is mainly formed as a result of personal sales.

On the other hand, the factor of love for one’s work cannot be excluded - for example, a sales manager computer equipment, to whom the world is close high technologies, will be more willing to offer laptops, printers, tablets and various components. Sometimes sellers, when advising buyers, mention their personal experience using the product - here the client’s trust is also achieved and, in general, begins to take on the features of a friend. This is perhaps the best effect that any manager strives for.

The ideal manager - what is he like?

TOP-level specialists achieve incredible sales results. Therefore, behind the talented and professional managers“hunted” by many recruiting and personnel agents who want to get a valuable employee. What distinguishes such frames? Although perfection does not exist, an approximate portrait of an ideal sales manager looks like this: a man of 30-40 years old, with a “hanging” tongue (in in a good way), pleasant appearance, broad outlook, impeccable knowledge of sales techniques, the basics of NLP, etc. To these qualities you can add the ability to quickly respond to the arguments of your interlocutor, maintain an emotional state, be patient and always remain friendly.

Sales stages are needed for the convenience of sales training. The division into stages is conditional; it is necessary to divide the manager’s skills and knowledge into blocks.

How can a manager apply the stages? active sales product in practice? The answer is no 🙂 This is a little exaggerated, but if we think about the sales stages during the sale itself, we will definitely screw it up. Why? If we sit in front of a client and think: “Sooooo, now I’m giving a presentation, and then he’ll start objecting to me!” — we think about the process, not about the client, and, as a result, we don’t see feedback From him.

In addition, in my practice, I have never encountered a transaction that went through the main 5 stages of sales sequentially. It is not always possible to draw the line and clearly understand what specific stage is currently underway. Therefore once again: do not try to check the main stages of sales during the transaction process. Another thing !

To master skills in sales techniques, we conduct. It includes not only theoretical knowledge and practice games, but also testing the knowledge acquired from us (written recommendations are given for each call) at the place of work after completing the courses.

Classic 5 stages of sales:

Sales stage 1 - Getting to know each other/Making contact

The stage consists of initial interaction with the client. Some consider the so-called “small talk” to be the main thing in this stage ( small talk) – conversation about the road, the client’s office, etc. that is, establishing more informal contact. The task of this stage for the sales manager is to introduce himself, outline the essence of the conversation and enter into active interaction.

Stage 2 of sale - Identifying client needs

One of the most important stages in any sales, but it is often undeservedly forgotten by sales managers. The main task of this stage is to understand what the client wants and how he needs to offer what he wants. ()

Stage 3 presentation – Presentation

This is a story about the company, about the product, the formation of a specific offer to the client. Many unlucky managers start their sales from this stage, and then are surprised by the high percentage of refusals. It is impossible to give an effective presentation without finding out what the person wants to get from the product in the first place. Therefore, an effective presentation will be prepared only based on the client's needs.

Sales stage 4 - Work with objections

Objections are good! If they don't exist, that's bad. If they tell us: “Great! Good offer, I’ll think about it,” this usually means that there are objections, but they are not voiced to us. And we simply don’t have a chance to process them. In fact, working with objections is working on mistakes. Objections appear when we made a mistake in any of the 5 stages. Either they didn’t establish contact and then there will be objections simply because they don’t trust us, or they identified the needs incorrectly, or not all the needs were identified, or perhaps we made the presentation unconvincing. ()

Sales stage 5 - Completing the deal

This is the last of the main stages in the sale of goods by the manager. The best conclusion to a transaction is the client’s question: “When can you deliver the goods to me?” But in life this rarely happens, because most people do not like to make decisions, since decisions can lead to negative consequences and you can make a mistake. That's why successful managers Sales managers take the reins of managing the client's decision into their own hands. In the feature film "The Americans", filmed in the 70s, in America, during the heyday of traveling salesmen, the phrase is heard: "Always close the deal." This refers to the need to use techniques for closing deals, even if the client does not show signs of being ready to buy.

In active sales of goods and services, the sale itself is conventionally divided into sales stages and there are usually five classical stages, these are sales stages from establishing contact to completing the transaction.

Sales stages guide for b2b managers:

It is commonly believed that there are five or 7, 10, 12 or even 13 stages in sales, but this is a conditional division into stages of sales technique for better memorization, because the sale itself is precisely the sales process, that is, the performance of certain actions by the manager.

In addition, depending on the situation, you can completely skip some actions and still get the desired result.

In fact, in our trainings we cut the entire process of active sales into individual frames, we make such a minute-by-minute storyboard of the entire sales process.

Therefore, we have each of these five classic stages of sales divided into several smaller stages, one or two short specific phrases in length, which you use in a live dialogue with the client.

We do this to make it easier for you to remember the sales technique, the stages from the first contact to the completion of the transaction, and to quickly master the sales skills themselves, in fact, this is one of the features of our sales school.

Let's return to the classic division into sales stages.

Usually the manager needs to do all these steps one step after another sequentially, this is the classic sales technique of a sales manager, then he can get the result.

The result is to sell, that is, to receive money from the client “for that super-duper vacuum cleaner or nano-excavator” that you usually sell to the client.

But life is such a thing that things always don’t go according to plan and that’s absolutely normal.

Therefore, some stages in some sales for one reason or another real life with a real client are skipped or cut, or swapped. Some stages can be swapped and skipped, some cannot. More on this below.

These five classic stages of b2b sales are a diagram perfect sale, a certain plan that is better to follow, remembering that in real life everything will definitely not go according to plan.

The main idea is that when you have a plan, which means you've prepared, and when you've prepared, it's very easy to improvise.

If, for example, you work in a car dealership (MVideo, Leroy Merlin) and sell cars (vacuum cleaners, mowers), and a client with money stands in front of you and begs you to sell him a car (vacuum cleaner, mower) quickly, because in an hour football starts at the stadium. No need to force him to do a test drive.

Take the money, to hell with this test drive, let him make it to the football match.

On the other hand, it is important to remember that if the client does not like you (sales stage No. 1 Establishing contact), then you will not sell, he will buy elsewhere. Why? Because a person usually buys from someone he likes and does not buy from someone he doesn’t like.

Therefore, before you sell, you first need to please the client.

Establishing contact - sales stages No. 1.

How to do it? Very simple. In the first 1-5 minutes of the meeting, you will easily solve this problem.

There is a rule of three advantages when establishing contact.

It says: in order to please a stranger, you need to evoke positive emotions in him at least three times. You can easily do this using:

1. Nonverbal behavior (including smiling)
2. Make a compliment
3. Ask a question like “tell me YES!”

Establishing contact is also greatly facilitated by a business suit (with fins and a diving mask, it will understandably be much more difficult to sell), polished boots, a confident voice and goodwill towards the client.

Once you have established a positive rapport (about five minutes of time), you move on to the second stage of sales: Identifying Needs.

Just make sure the boss is in front of you. The security guard, the driver, and the secretary can be interesting conversationalists, but you won’t sell them anything, because they have no money, the boss has all the money. Who is a decision maker and how to correctly ask him the question “hey, uncle, are you the boss?” .

Identifying needs - sales stages for sellers No. 2.

Whether you are selling over the phone or in person, this stage of sales must be earlier than the presentation stage, otherwise the deal is considered failed.

The main problem of many sellers is that they immediately begin to present their product, telling how super and duper it is.

They usually do this knowing about the sales stages, but they do it out of fear that they will have nothing to say to the client. If we don’t talk about a product or service, then what can we talk about?! They are afraid of an awkward pause, silence, so they immediately begin to jabber, quickly giving the client a lot of characteristics of their product.

The stage of identifying needs is very popular among lazy salespeople. Lazy in the good sense of the word.

The more the client talks, the more chances you have to sell him your super duper [here is the name of your product].

The trick at the stage of identifying needs is to ask certain questions in a certain sequence and be able to assent to the client (active listening) so that he answers questions with pleasure.

The recipe in a nutshell is this: no more than about 20 questions, mostly open questions, a few closed ones, a little alternative ones and a pinch of closed ones.

Once you've done your research and figured out what idea would make a customer part with their money and buy from you [your product name here], you move on to next stage sales at the presentation stage.

Product presentation - sales stages No. 3.

Everything is simple here too. At the presentation stage, you simply repeat the idea that is valuable to the client and for which he is ready to fork out money and make a deal with you. He told you about this himself at the research stage.

By the way, a presentation is not a PowerPoint presentation. A presentation is any convenient place where you can “show off your product”: in a restaurant, while hunting, in a sauna, in an elevator, in a car, etc. and so on.

The trick is that you express an idea voiced by the client with specially composed phrases, which are called FAB phrases in sales.

These phrases link a feature of your product to a specific customer benefit. With the benefit of this specific client, Ivan Ivanovich, and not all clients similar to Ivan Ivanovich, who usually buy your ideal and wonderful [here is the name of your product].

There should be no more than 5-7 such phrases in the presentation of your product; the client will not be able to perceive any more.

Be sure to tell the client colorful stories about third parties at the presentation stage. About how cool it was for one of your clients who bought from you, or about how everything went wrong for another because he didn’t buy on time.

These are stories that sell. All sellers tell them; successful professional sellers have 10-20 pre-prepared selling tales (video).

At our trainings we teach how to tell selling stories, this special equipment, is used in politics, psychiatry and in sermons in churches, that is, where the speaker’s speech must convince other people of something. Yes, well, we also teach you this at our trainings.

After you have made a presentation, in the classic division of sales stages there is a stage of overcoming objections.

Overcoming objections - stages of selling goods and services No. 4.

In fact, working with objections is needed at any stage of selling the goods or services you sell. The seller’s task is to anticipate the client’s disagreement, reducing their total number at all stages of interaction with the client. Well, for those “no” that still remain, deal with them competently.

The client will definitely argue and resist; the sale is made only after five to six “no” from the client; this is an established medical fact.

The main trick that helps you successfully overcome these obstacles on your way at the stage of selling goods or services No. 4 is “agreement” with the client.

No matter what the client says, we “agree” with him.

We need his money, not a medal with the inscription “I [your full name here] is right!” We don’t need such a medal, do we?

Here important point, please note that we do not agree with what the client specifically says. Not with his words, but with the fact that “yes, my friend, you have the right to think so.”

We show the client that we respect his opinion, whatever it may be. The client has the right to his personal opinion, we recognize this right, and then we use a special algorithm to overcome his “no”.

How do you agree with a client who says “... your plastic windows are of poor quality”?

Very simple.

“Peter Ivanovich, I agree with you that the issue of quality when choosing plastic window very important, …." and then you continue, putting forward an argument FOR.

That is, when answering an objection, it’s not “You’re a Fool” boxing, but Aikido.

In every industry, clients disagree in different ways in my experience as a salesperson and sales trainer. Well, just because they sell windows there, another customer sells steel pipes, third yellow bulldozers.

Well, take a look for yourself:

Why are your windows so expensive?

Why do you have such expensive steel pipes?

Why do you have such expensive yellow bulldozers?

You see, they are cast a little.

But regardless of the industry, there are approximately 20 - 30 of the most common “nos”, no more. That is, every time the same “no”, everything is very simple, be it sales of cars, trucks or power equipment, sales of houses made of timber, sales commercial equipment or sales of services.

Once you have dealt with and overcome the client's "no", you move on to closing the deal.

Completing the deal - sales stages No. 5.

At the stage of completing the transaction, you simply gently push the client to the fact that it is time to buy.

Of course, there are small nuances on how to do this, but the general idea is this: stop presenting when it’s time to finish. Easily proceed to complete the transaction and invite the client to make a purchase.

There are several simple techniques on how to do this, for example, here is an example:

After you have given your presentation, you give a short summary of what was said:

“So we looked at this and that, Pyotr Ivanovich, tell me which of these you liked the most? (PAUSE, waiting for the client's response).

Usually the client liked at least something, otherwise he would have kicked you out the door a long time ago. Here the client, seeing that you have stopped and are waiting for some kind of answer from him, understands that he must give birth to something in response, he says something like: “Well, you have that shiny crap on your tractor / haymower / intergalactic the vacuum cleaner [here, in general, the name of your product] seems like nothing.” Then you ask the following question

How do you like it overall? (PAUSE, waiting for the client's response)

Once the client liked at least something, then in general it will be easier for him to convince himself that he likes your whole [here is the name of your product], so the client usually answers this question positively or hums approvingly or nods in agreement head. Next you ask the following question

Petr Ivanovich, Do you want to clarify anything? (PAUSE, waiting for the client's response)

If yes, please clarify, if no, then...

“Peter Ivanovich, I am very glad that you liked everything, and then the only question that remains for us to discuss is ....” then some detail (for example, pickup or our delivery?)

PS To make the topic of the 5 stages of sales better remembered in your head, here is a video not about sales, but about positivity ☺

test a friend on positive attitude to life, send a link to the video to a work colleague ☺

Sales stages - Executive Summary, i.e. PPPS, or more simply put - ZYYY.

The stages of sales will help you remember the sequence of what you need to do to make a sale and effectively apply these stages of sales techniques in real work with your clients.

When selling, remember that your bonuses are not only in this first sale, but also in many repeat ones. Therefore, do not promise too much, meet your customers’ expectations and you will be happy.

In sales training, we remember through visual images (imagine now a polar bear in a yellow football jersey with the words "Just Do It." on the chest).

The images are generally something like this, sometimes a little less decent, they help many people quickly remember the necessary information (but not everyone - if a bear in a T-shirt is OK, it will help you, if not OK, then it’s also OK - just not your method), we have others .

Without the needs identification step, your presentation isn't worth a penny. Find out what the client is ready to buy for and sell him his idea.

For stage No. 2, we give two question-based methods for identifying needs and a couple of useful tips for them, and for stage No. 3, one technique “we speak the language of benefits and benefits.”

This is very brief about sales stages, the most important thing that a sales manager needs to remember is that the sweetest clients are regular clients.

Why regular customers the sweetest

Because you don’t need to look for them as new (you already have all their phone numbers, passwords and appearances), and you don’t need to persuade them much, they already come and buy again and again, and you get your bonuses for them again and again.

In order for the client to make a repeat purchase, remember that your task is not to sell him your product, but to sell something that will solve the client’s problem. Then he will be satisfied and will come to you again, buy again and therefore again bring you your bonuses.

* To sell means to promise, to foul up, to confuse, to tell three big lies. Say, for example, that with the help of this new nano-application on the iPhone you can now seduce any girl. Who would refuse such an application? Nobody. Everyone will buy it. And what's next? They'll punch you in the face and they definitely won't buy the software from you a second time; you'll have to look for new people.

Shhhhh!, this is the secret of the sales manager profession

Salespeople who take life too seriously and try to do everything right usually earn less than those who are hooligans in life (Shhh!, this is the secret of the sales profession, no one will tell you about it).