All the most basic for a successful presentation of your product in sales. Only living, working techniques, worked out in practice!

Rule # 1. People don't care about the product.

• We listen to the words - markers client. They tell us about his needs ("small", "powerful", "beautiful so")
• We combine the product with the client's needs!
• We translate the product into results and benefits for the client.

People really don't care what new TV the company has released. The client is interested in how this TV will help solve the problem of leisure. The dialogue between the seller and the client resembles "putting a puzzle". If you managed to choose a product for the client's request, or “deploy” your product in the right direction - everything will work out.

Rule # 2. Language of Use

• The language of benefit is a speech module.
• It helps to uncover the benefits of a product by separating the characteristic from the benefit the customer receives.
• This makes the salesperson's speech clear and understandable for the client.

The diagram looks like this:

For example:

This laptop has a protection function ("3 D" tracking sensor in space), which will allow you to keep your personal data in case of a fall. (photos, films, music)

At the training, I always give an exercise to master this skill. Participants complete the following table:

The price is open to the buyer. The benefits are often hidden.

The client does not see all the beneficial benefits. The seller's task is to open the benefit and close the price.

This can only be done if you are using the Language of Benefit. A feature, a characteristic of a product, is neither good nor bad in itself. It can be perceived both positively and negatively. Benefit is what makes life fit, creates comfort, fulfills needs.

Rule number 3. "Circle of reasoning"

• The “circle of reasoning” is a speech module that allows you to “connect” the client's need with the offered product.
• Up to this point, it is assumed that you have used the Question Funnel and are now reaping the rewards in the form of an Argument Circle.
• The language of benefit is an integral part of this schema. We just add the client's need, in the form of words - markers.

“So, you said that you are often on business trips ...” If we consider the “top view” - this is the Circle of Argumentation.

And if you represent it figuratively, it’s like a spiral, when one circle ends, the next one begins. For example, going to the next round "Also, you said that you often play online ..."

So circle after circle, we clearly and calmly, referring to the needs of the client, reveal to him all the advantages of our offer. The main thing is not to whip the client! Pause and monitor the client's emotional reactions.

Rule # 4. "Reading" the model

When you read a book on your own, “to yourself” is your goal - so that you yourself understand the meaning. When, for example, you read aloud a book to a child, or quote something to your colleague, then your goal is for the other person to understand you.

So it is with the technique “read” the model. This means reading the model “out loud” to the client, revealing all the benefits.

• The key idea of ​​the model (“what they buy it for”).
• Functional / emotional benefit. Be able to explain using a particular benefit.
• Technology or functionality. "Chips" of the model.
• "Product story". “One customer bought last month and came and thanked us because ...”

Rule number 5. Key idea (Speech modules)

The key idea is “what they buy for”. Two to three key phrases will help the client understand the main benefits. If you can read a model, then you are always ready for communication - a sale!

Example: Toshiba mini NB305 laptop:

• For those who value freedom and style.
• Compact, stylish, battery life up to 11 hours.

Teaching materials with models and key ideas are usually found in every company. If not - create urgently, otherwise the sellers will tell such tales of the Vienna Woods, which will not seem like a little.

Rule number 6. Men and women

Men and women are different in almost everything, so why shouldn't they shop differently?

Therefore, you need to remember the main points:

• Functional / Emotional Benefit.
• Balance 3: 1. Men need 3 functional benefits and 1 emotional benefit. Women are opposite.
• Behavior of men and women in the store. Women are process-oriented, and men are result-oriented.

According to Paco Underhill, retail specialist and founder of Evirosell, women really enjoy shopping better: go shopping, look at products, compare quality and prices, talk to sellers, ask them questions, try on selected items, and finally pay for your purchases.

Compared to women, men in stores are like stray bullets. Men move down the aisle faster than women and spend less time looking at items. In many cases, it is difficult to draw their attention to something that they did not intend to buy. They usually do not like to ask where the department with the product they need is located, and in general they do not like to ask the sellers questions.

Rule number 7. "No" walking encyclopedias "

The Walking Encyclopedia is a very scary type of salesperson. It will flood you with an avalanche of information, and those of the clients who do not have time to escape earlier remain buried under a pile of incomprehensible information.

This is a salesperson, a lover of monologue. He always thinks that he is passing the certification exam for product knowledge. Ouch! We are already selling! And before us is a living person, a buyer.

What to do to prevent this from happening:

• Watch the client's reactions. The client is rather "alive" or "dead"
• Pause.
• "Do you know how to check?" 1 minute test This is called a simple and so memorable criterion that the buyer will be able to tell others about it. As if revealing secret information for the client “Do you know how to distinguish a good conditioner from a bad one?”, “Do you know how to check that it is genuine leather?”. It would also be nice if the buyer, through a simple test for him, could check the product for compliance with the standard himself.
• Give the product in hand. Include the Client in your presentation. "Puppy effect". Test drive for cars based on this.
• "How is your impression?" Resume question. Otherwise, there is a redundancy of arguments and the intonation of the last phrase hangs.

Rule number 8. We exclude "Harmful words"!

The leader is the seller of hope. Napoleon

We continue to study with you, Dear Friend (or dear girl), my author's sales methodology, which is suitable for absolutely everyone. Even to those who do not like and do not want to sell. For those who do not like and do not want to sell - we do not sell, but create solutions. So you did the “Research” and found the “Problem and Need”. After that, it is desirable to “Create a Solution” together with the buyer and he will gladly give you the money. After all, you helped him solve a problem or get a need. This is a general scheme, or

2 Sales Basis- to make sure that your potential buyer is interested and comes to you himself. Author's Methodology: I.P. I.P. I.P.

3 Sales Basis- this is how to present the created solution so that the buyer has no doubts that this is exactly the SOLUTION. There is an author's technique for this: 4- "P". And in this article we will take a closer look at her second "P" - Presentation.

Every customer can get a Ford-T of any color, provided that this color is black. Henry Ford

In any case, you need to learn how to PRESENTATION. A presentation is a way to beautifully tell and show a solution to a client. Make him happy and sure that this is exactly what he needs.

For this I have developed the 4-P system. It is necessary to go through 4 simple and understandable stages.

Stage 1. Prelude.

I already wrote about this stage in a previous article. Just like sex, in sales and presentations, foreplay often determines everything else. If you prepare well and prepare a potential buyer, then a purchase is almost inevitable.

The purpose of the foreplay is to explore needs and problems. Establishing contact and trust. Awakening and increasing the interest of the buyer. Sometimes, if the foreplay is carried out correctly, the buyer himself asks the seller to complete the process faster. He already wants to buy. Simply because the seller aroused such great interest and confidence in him that the buyer is ready to simply give everything to the seller.

There was a case when an elderly woman was walking down the street. It started to rain and she went into the store. It happened in New York about 100 years ago. The shop assistant saw an elderly woman, brought a chair and invited her to sit down. From that moment, one of the most successful careers of that time began. The elderly woman turned out to be the mother of Andrew Carnegie (America's richest man at the time). And the polite salesman who brought her the chair was Charles Schwab. After this incident, his mother recommended Andrew to hire this very pleasant and polite person. A few years later, he became the manager of the Andrew Carnegie business. With a salary of $ 1 million a year.

Stage 2. Presentation.

The prelude is over and the buyer is waiting for an offer. The ideal option - he asks him to quickly offer a solution to his problem.

I propose to give the buyer a lot of S.A.L.O. The purpose of this stage is to provide the buyer with logical arguments and evidence that your solution is right for him.

As you already understood FAT is an abbreviation for the first letters of certain words.. The purpose of this SALO is to convince the client that your proposal will solve his problem.

Use the following arguments. They usually convince adequate and normal people:

1. Specialists and statisticians. These are facts. This is what experts and scientists say. This is what inspires respect and trust in any normal person. I always start with this kind of proof. He is the most reliable.

2. Authorities. After that, it's good to refer to influencers. There are people (Philip Kirkorov and other comrades) whose opinion is considered authoritative. But this kind of evidence is hard to guess. Because the authorities are different for everyone. If experts and statistics are trusted by all normal people, then authorities are different for everyone. And for some there are no authorities at all.

If you don’t know how to listen, you won’t be able to sell anything. Carolyn Marland, Managing Director of the Guardian Group

Everyone lives by selling something. Robert Louis Stevenson

3. Personal experience. You can tell your personal experience. You will be sincere and truthful. But often this is not enough. A very good and effective way to give a little personal experience to the buyer. For this there are "probes" or the first hour (day, week) for free. If the buyer likes it, then the rest of the evidence is no longer needed. Unfortunately, this method is not always possible to apply.

4. Public opinion. People cannot be wrong. This is how we were taught in childhood. Society stands on this assumption. Therefore, if everyone thinks that this is so, then it is so. When the number of participants in my trainings approached 100,000 people, and the number of books people bought exceeded 200,000, I myself realized that they definitely work.

I really like to confirm the correctness of my ideas with public opinion. For this I use folk wisdom. Sayings and proverbs. Those expressions that most Russian-speaking people have absorbed with mother's milk. These ideas usually inspire 100% confidence. Therefore, it is very good to use them on the market. For example, high-priced products can be promoted by the proverb - "The cheapskate pays twice" or "We are not rich enough to buy cheap things."

For almost any presentation, you can find folk wisdom, which confirms what exactly you need to buy from you and right now.

• 1-P - Prelude
• 2-P - Presentation

In the next article I will write about 3-P - Make a Decision... It's about helping a buyer make a decision RIGHT NOW.

And in order for you to remember this information well - do the exercise and write the answers in the comments.

The exercise. Find S.A.L.O. for the following ideas:

1. Why is it worth going through the online program:

2. Doing sports every day is vital: Specialists - Statistics: Authorities: Personal experience that proves that you need to take this program: Public opinion:

JOKE
- Full Name?
- Mamedov Abram Ivanovich.
- Nationality?
- Buryat.
- Religion?
- Catholic.
- And what do you want?
- I want to become a woman!
- Listen, you are already forty-seven years old.
- So what?
- Look for yourself for a long time ...

We hope that our tips will help you improve your skills and make your sales more effective! We Know - You Can!

“Innovation is so cold!

The CEO cannot sleep,

Rocking in a BMW. "

The Japanese-style economic three-verse. T.A.

Presentation. I think it can be compared to moving from point A to point B. Point A is the beginning of the presentation, point B is the conclusion of a mutually beneficial deal that you and the buyer need. Like any trip, the presentation is unpredictable: you never know what happens along the way! To make this process clearer and more predictable for sellers, you need to use such a tool as innovation. The combination of innovation in the presentation body and the actionable methods you use will increase your chance of selling. This kind of presentation is one of the foundations of the sales success of effective salespeople.

An effective salesperson is, in one way or another, involved in the innovation process. Almost the entire presentation chain for creating the value of a product or service and its benefits for customers is permeated with various types of innovations. You need to be clearly aware of this and not think that innovation is something distant and unnecessary for you. It is better to accept this fact and develop a presentation development strategy from the angle of innovation.

So what can innovative incarnations be like? It is simply a change or combination of already known elements into groups that did not exist before. Figuratively speaking, kaleidoscopic activity - after all, the next picture in the kaleidoscope always turns out to be different, and the components do not change - only the order in which they are located after the kaleidoscope is shaken changes. And the constant innovative search in any effective presentation is based on the fact that it helps to continuously find or combine elements that you have not used before. Another definition is also possible: to introduce innovation means to give the customer what he wants, but in a form that is unexpected for him.

Innovation must answer the questions: “What do you need to add to make our presentation more effective? What small changes could make the presentation so powerful? "

Most salespeople claim to be capable of delivering well or excellent presentation. They believe they can speak well and convince the customer to make a purchase ... and that's why they do it poorly.

The average salesperson uses the same clichés and arguments during his presentations. From this, he naturally misses and languishes. Such a seller believes that if he already understands everything, then the buyer should generally grasp the ideas of the presentation on the fly, without much strain. What's incomprehensible here? The grief seller does not even know exactly what ideas help him sell and, of course, does not focus the buyer's attention on these ideas. He does not like to repeat them - and so everything is clear. However, here's the catch: the consumer is not at all professional enough to know everything about the goods or services the seller is offering.

How does an effective salesperson behave? He uses a strategy of repeating working ideas, their new combinations, and presenting “fresh” arguments for each new (and old) customer. Unlike the usual bored would-be salesperson, an effective salesperson is interested in what he does, the task of recombining arguments is interesting, and the “kaleidoscope” at work is interesting. He knows it will always work. He is always looking for new options for constructing sentences, the words of which will reach the buyer.

The most important, or what is the heart of innovation

The assertion that you can make a first impression on a customer only once has not yet been canceled. The success of "your enterprise" depends on this skill. We discard the visual part - when visiting customers, you must always look perfect.

It will be about the ability to speak and persuade, about the presentation of your products or services. Effective salespeople know how to persuade, know what to say, how to speak, and when. Most importantly, they understand the entire chain of actions required for a good innovative presentation. What is the foundation of a successful innovative presentation? A crystal-clear essence of the proposal and precisely shown the benefits of the buyer. In other words, the buyer must absolutely clearly understand what is being offered to him and what benefit he will derive from it.

Ah, these presentations! They happen so often and so unsuccessfully in salespeople. The overwhelming majority of sellers in most cases of presentations do not take into account the following considerations and suffer from the following disadvantages:

1. There is no clear working or new idea of ​​presentation for the buyer. (I just want to ask the would-be seller: "What are you talking about, dear?"
2. The seller does not ask the question "What is the use for the buyers?"
3. The seller expresses his material illogically and jumps from one to another.
4. The presentation of the material is either too detailed or too long. (Let me remind you that a presentation is movement. Both the excess of details and the protractedness scatter the attention of the buyer and make him regret wasted time.

Algorithm for preparing an effective presentation

1. Step into the shoes of your customer, "get into his skin." Look from his position at yourself, your company, your speech. Earlier we looked at methods of identifying consumers, now is the time to take advantage of the information received. Always, in any cases of contact with customers, as well as when preparing a presentation, you need to proceed from the understanding of your customers.

A presentation is effective if you know the buyer: his interests, problems, lifestyle, dreams, how and why the buyer could use your product or service, or, say, how your product could help him achieve his professional goals.

2. Follow the rule of sharing features, benefits and values. Feature is the essence or property of your product. Features are of interest only to you as a seller. Benefit is how your product is useful to your customer. The value of a product is determined by the buyer during your presentation. But the seller must know by heart the proof of value. Remember that buyers are primarily interested in benefits and value, not features.

Attention, useful know-how! At trainings on effective sales, the "match method" is often used - while a match is on (albeit a fireplace, which is twice as long as usual), the seller must briefly but convincingly tell about his offer, about why it is simply impossible for the buyer not to buy what is being offered. Remember this method! By practicing in this way in your company, your salespeople will acquire a very important skill - to speak clearly and persuasively about their product or service.

3. Before the presentation, determine: "Why will what I sell will be needed by the buyer?" This allows you to focus on the benefits rather than the features of the product or service. For example: “With our product range, we can guarantee your income stability during the seasonal downturn.”

4. Determine the time of the call to action to buy. What you want a customer to do is make a purchase. For example, if the seller convincingly describes the features of the product and the benefits that can be obtained from it, the desired goals will be achieved by themselves. But that is not all. You need a bright ending - a call to action, without which the presentation will not be complete.

5. Determine the most appropriate way to develop your presentation. When selling, the following types of presentation development are most effective:

• Principle, concept, function... It brings your business proposal to the fore. This principle is suitable for the presentation of any product or service, with a variety of application possibilities.

I will give an example

Mushrooms from Lipovka LLC... Farmers Zherebtsovs were the first in the Sverdlovsk region to master mushroom production. How do they sell? Offer to buyers of different groups:

“Our champignons are more expensive than Polish mushrooms because of the high cost of raw materials and their transportation. But they are fresher than mushrooms brought from afar. We supply products for 120 rubles. per kg by weight and 130 rubles. - packaged in branded packaging. At first, when we offer a product to retail chains, commodity experts refuse: it is expensive. I have to explain that putting the product on the shelf will make the difference. Buyers, after reading about environmentally friendly products, began to pay attention to the origin of the goods. "

• Principle, features, advantages. It is traditionally used when launching a product to the market. The presentation introduces the features of your product or service and describes the specific benefits that they will bring to the customer.

I will give examples

In 2005 Anatoly Komm renamed the Green restaurant into AnatolyKomm, called the signature series of dishes “gastronomic performances” and declared himself, literally, the only restaurateur offering haute cuisine in Moscow. So he presents it to his guests.

Komm also became interested in the molecular cuisine fashionable in the West and was the only one in Moscow to offer "molecular" dishes. Would you like pasta-shaped shrimp? Comm says the new shape will help open up new flavors of flavor.

The Velardi brand (unites 11 beauty salons in St. Petersburg). According to the owner of the chain, Dmitry Suvorov, the presentation of the salons was based on the following arguments: “We took our client with some kind of naivety, sincerity. We tried to create a sincere atmosphere in the salons, we decorated them with our own strength. And handicraft is always more appreciated. "

6. Choose a specific method to start your presentation. The following seven classic methods are best suited:

1. Aphorism. Recognizable winged expression.
2. Question. The question that is being asked to the buyer.
3. Fact. An unexpected statistic or little-known fact.
4. Show perspective. Draw a look into the future.
5. Joke. On the topic (market, competitors, situation ...).
6. Quote. Cite a statement that is appropriate for the occasion.
7. Analogy. Comparison of two seemingly unrelated things to help clarify an obscure topic.

7. It is necessary to deal with the issue of price. When to cover it, at what stage of the presentation (or demonstration)? In a good presentation, the question of price is brought to the very end of the presentation, after the stage where the solution to the buyer's problem is explained. The new (or still acting) value of your product or service is determined. The buyer is aware of it.

In the early stages, this question seems meaningless. Effective sellers try not to mention the price while the potential buyer is not yet ready to use the proposed solution to the problem, it can only complicate, even negate all the seller's efforts. Most often, buyers ask about the price at the beginning of the presentation, so it is advisable to learn how to delay the reasoning about the price. Talking about prices without defining the need and value of the purchase is a big mistake.

8. Plan. What salespeople hate is planning their sales, their presentation! They do not look ahead, even into the very near future. As Gogol wrote, “A rare bird will fly to the middle of the Dnieper,” and only effective sellers plan everything in advance! These guys (girls) calculate their success with the equanimity of a computer. Planning is necessary, so you need to know how to do it!

First of all, each presentation has its own written form. Planning and writing is difficult at first, but over time you will get used to it and it will become second nature to you. You will understand that you are writing down your Success on paper and it will become very interesting for you!

Next, you need to plan your actions for presentations. Write everything down on a computer (paper), do not rely on your abilities, on improvisation. After writing down, memorize your plan as best as possible and repeat it before going to the buyer. After all, this is the path along which you will go - which means that you need to imagine it well. Cram! The benefits of cramming will be discussed in more detail below.

9. Take care of visual aids (or goods, if you bring any). It is always a necessary thing that affects the buyer emotionally, showing the buyer the level of preparation of you and your company. "It is better to see once than hear a hundred times".

10. And the last thing. To be successful in your business, you need to keep this in mind: Presentation confidence and persuasion will grow with constant practice. No wonder it is said: "Repetition is the mother of learning." To hit the mark all the time, initially give your presentation at least 30 to 40 times. Remember your school years, remember your cramming skills - and forward to victory!

Repetition will polish your presentation and give it the shine it needs. After each repetition, you will discover new facets of your narrative and you will have the opportunity to make your presentation more concise and clear.

Tactics

Presentation tactics for effective salespeople are based on a few simple rules. The main thing is not only to remember these rules, but to constantly adhere to them and develop them. So:

At first, constantly ask different types of questions. This is necessary to maintain control over the course of the presentation and the audience (over the buyer).

Secondly, actively use the methods of extinguishing various objections that are in your arsenal. Especially it is necessary to highlight such a tactical move: when preparing a presentation, mark the places in the text of your presentation speech where you yourself, ahead of the buyer, voice this or that objection and immediately respond to it. (It is appropriate to use rhetorical figures like "Of course, the following objection may arise here ...") Each type of product or service always raises its own "set" of typical objections, and after several presentations of something specific you will learn what this "set" is, which means you can anticipate it and deflect objections in advance. Effective salespeople differ from the general crowd in that they are able to find these objections even before they sell and know how to deal with them. And most importantly, always answer a question with a question - do not approve.

Thirdly, constantly work on the text of the presentation, replenishing it with vivid images and fresh, unused words. In words that will be clear to your listeners. Create stories. Let your customer compare themselves to the characters in your stories.

Your customer wants to improve their life. And your story should tell about him, your customer, and not about your company, to which he doesn't care. Your customer has problems or needs. So let him overcome them and come out the winner. With your help!

Secrets of dealing with objections during a presentation

When preparing for the presentation, it is necessary to accurately determine the time and place for answering possible objections.

When and how is the best way to respond to objections in a presentation?

Prevention. I say all the time that the best defense is offense. If you do not prepare and do not know where the main types of objections for your product or service arise during the presentation, then it will be difficult. When you are preparing your text, then in certain places you yourself express the usual objection, thereby not giving the initiative in the hands of your opponent. Moreover, you formulate all your prepared objections in the form of questions. Thus, your buyer will not have to "enjoy" your ekanie and meekaniya (and this is what happens if you are not prepared and do not know verbal improvisation). He will focus on the presentation itself.

A quick response to an objection at the beginning of the presentation. Many buyers ask questions about you, your company and your product (service) at the beginning of the conversation. It's about the weight and prestige of your company or quality. Let's say the customer starts: "I heard that your product (service) does not meet our needs due to its poor quality." An unpleasant question, isn't it? Or: "As far as I know, your company's image in our market is not so high?" Directly on the forehead, straightforward. It is best to answer such objections directly, without evasion, with the provision of prepared arguments and questions so that the buyer remains satisfied.

Another example:

“I heard that your company is out of warranty, although many of your products do not function as expected when used.”

This is where you need various reviews of your other customers (better than companies that are ranked roughly next to this one) - reviews of those with whom you have already established yourself as a reliable partner. Always be prepared for such questions or statements.

Objections during the presentation. No presentation goes smoothly. Unless one where only you speak. Certainly, like a boomerang, some of your arguments will come back to you in the form of objections during the presentation. As I already said, if you present your usual product or service, then you already know in advance where and what objections will follow. If you are selling a new product, prepare more carefully — memorize several responses to each perceived objection. You should be prepared for such a development of events, and when an objection (and possibly more than one) is raised, try to answer it figuratively and convincingly (preferably in the form of a question) before proceeding to continue the presentation. If suddenly, as in a fairy tale, the buyer has no objections, then you can make a knight's move. Choose from the questions you have prepared in advance the one that you think is best: “Many (you can specifically name the company of a participant in your market) ask on what basis I can make such a statement. There are reasons (arguments) for this ... "... And only forward! It will make a lasting impression. Of course, from the outside you might think that you yourself are digging a hole for yourself or chopping off the branch on which you are sitting. But in reality, you are just being prudent! An effective salesperson, like a musketeer, needs a certain amount of courage and courage. In this way, just in case, you "lay down a straw" for yourself at the place of a potential fall - and at the same time, you win the trust of the buyer. That is, you kill two birds with one stone!

Objections you answer after the presentation. The finale is close, the excitement is growing. This is where many people make mistakes, thinking that all the buyer's objections have been settled. The final stage of the presentation involves final objections. Something remained unclear or these are just random questions that do not require an exhaustive answer. It is best to ask the buyer to move the answers to the very end and answer them after the presentation: "Can I return to this question later?" If you are given consent, you can continue the presentation, if not, then we answer as already described above.

Do I need to answer at all? There are objections that should not be answered immediately. Let's wait! If any objection appears at an early stage of the presentation (as a rule, it concerns the price), do not rush to answer. Sometimes a customer only asks questions to show that they are listening. Some objections will seem completely irrelevant to you. But, if your buyer returned to them, it means that it is important for him and needs to be answered.

Effective sellers grasp when and what objection the buyer is applying and present arguments in a logical order, and objections are answered only when the time is right.

There are two other prerequisites in the world of salespeople for a successful presentation. It's your enthusiasm and your listening skills!

Enthusiasm infects!

Enthusiasm is not a loud speech or a show of Chinese firecrackers.

The word “enthusiasm” itself consists of two Greek words “en” and “theos” - “God within”.

It is impossible to gain the required number of passing points in negotiations without enthusiasm.

Only your explicit enthusiasm will generate a reciprocal enthusiasm towards you. After all, we are all so gullible. If the tone of your voice is sluggish, indifferent, then let's face it, the buyer (negotiator) will not express interest in your product or service. Enthusiasm sells and sells! It is like "flu" - it infects!

Better to listen than chat

Being a good listener during your presentation is one of the basic prerequisites for making a deal. Salespeople who do not understand the basics of the sales process are convinced that being a good speaker is enough in the trade. But, as practice shows, it is much more important to be able to listen carefully to the buyer. The average salesperson tries to lead the conversation, and the effective salesperson has the ability to listen.

Listening has a wonderful effect on human relationships, allowing customers to relax and open up more. The initial alertness and isolation of your customers disappears. Your buyer will feel more relaxed and confident, which will create the necessary conditions for the sale.

In active sales of goods and services, the sale itself is conditionally divided into stages of sales and usually there are five classic stages, these are stages of sales starting from establishing contact and ending with the completion of the transaction.

Sales steps guide for b2b managers:

The stages in sales are considered to be five or 7, 10, 12 or even 13, but this is a conditional division into sales stages of a technique for better memorization, because the sale itself is precisely the sales process, that is, the manager makes certain actions.

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

In fact, at our trainings, we cut the entire process of active sales into separate 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 long, short specific phrases that you use in a live dialogue with the client.

We do this in order 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 chips of our sales school.

Let's go back to the classic division into sales stages.

Usually a manager needs to do all these steps one step at a time in sequence, this is the classic technique of a sales manager, then he will be able to get the result.

The result is to sell, that is, to get 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 everything always does not go according to plan and this is absolutely normal.

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

These five classic stages of b2b sales are a pattern of the ideal sale, a kind of plan that is better to follow, bearing in mind that in real life everything will definitely not go according to plan.

The basic idea is that when there is a plan, which means you are prepared, so when you are prepared, it is 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 stands in front of you with money and begs to sell him a car faster (vacuum cleaner, mower), because football starts at the stadium in an hour. Don't force him to do a test drive.

Take the money, hell with this test drive, let him have time for football.

On the other hand, it is important to remember that if the customer does not like you (stage of sales # 1 Establishing contact), he will not sell, he will buy elsewhere. Why? Because a person usually buys from someone who he likes and does not buy from someone he does not like.

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

Establishing contact - sales stages # 1.

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

There is a three-plus rule when making 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 with:

1. Non-verbal 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 (it will be much more difficult to sell in fins and a diving mask), polished boots, a confident voice and friendliness to the client.

After you have established a positive contact (this is about five minutes of time), you move on to the second stage of sales, Identifying Needs.

Just make sure you have the boss in front of you. The security guard, the driver, and the secretary can be interesting interlocutors, only 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, are you the boss uncle?" ...

Identifying needs - sales stages for salespeople # 2.

You sell this stage of sales by phone or at a personal meeting must necessarily be earlier than the presentation stage, otherwise the deal is considered a failure.

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

They usually do this knowing the stages of the sale, but they do it out of fear that they will have nothing to say to the client. If you do not talk about a product or service, then what is there to talk about ?! They are afraid of an awkward pause, silence, so they immediately begin to chatter, quickly give the client a lot of characteristics of their product.

Lazy salespeople are very fond of the stage of identifying needs. Lazy in the best sense of the word.

The more the client says, the more chances you have of selling him your super duper [your product name here].

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

The recipe in a nutshell is this: about 20 questions, no more, basically these are open questions, a little closed, a little alternative and a pinch of closed.

After you have completed the research phase and figured out what idea the client will part with his money for and buy [your product name here], you move on to the next sales stage, the presentation stage.

Product presentation - sales stages # 3.

Here, too, everything is simple. At the presentation stage, you simply repeat the thought that is valuable to the client and for which he is ready to fork out and conclude 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 the product with your face": in a restaurant, on a hunt, in a sauna, finally in an elevator, a car, etc. etc.

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

These phrases link the characterization of your product to a specific customer benefit. With the benefit of this particular client of a particular 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 no longer be able to perceive.

Be sure to tell the client colorful stories about third parties at the presentation stage. About how cool it was with one of your clients who bought from you, or how everything was covered with a copper basin from another, because he did not buy on time.

These are selling bikes. All sellers tell them, successful professional sellers have 10-20 prepared selling tales (video).

At our trainings, we teach how to tell selling stories, this is a special technique, it is used in politics, psychiatry and in sermons in churches, that is, where the speaker's speech should convince other people of something. Yes, well, we also teach you this at 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 №4.

In fact, working with objections is needed at any stage of the sale of goods or services that you are selling. The task of the seller is to anticipate customer disagreements by reducing their total number at all stages of interaction with the customer. Well, for those "no" that still remained, it is competent to cope with them.

The client will certainly argue and resist, the sale is made only after five or six "no" of the client is an established medical fact.

The main chip that helps to successfully overcome these obstacles on your way at the stage of selling goods or services # 4 is “agreement” with the client.

It doesn't matter what the client says, we "agree" with him.

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

This is an important point, please note - we are not agreeing with what the client is saying. 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 apply a special algorithm to overcome his "no".

How to agree with a client who says "... your plastic windows are of poor quality"?

Very simple.

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

That is, when answering the objection, not boxing "The fool himself", but aikido.

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

Well, see for yourself:

Why do you have such expensive windows?

Why do you have such expensive steel pipes?

Why do you have such expensive yellow bulldozers?

See, they cast a little.

But regardless of the industry, there are about 20 - 30 of the most common "no", no more. That is, every time the same "no", everything is very simple, whether it is sales of cars, trucks or power equipment, sales of houses from a bar, sales of commercial equipment or sales of services.

Once you've done it and overcome the client no, you move on to closing the deal.

Completion of the transaction - sales stages # 5.

At the stage of completion of the transaction, you simply gently nudge the client towards what it is time to buy.

Of course, there are small nuances on how to do this, but the general meaning is this: stop presenting when it's time to finish. Easily go to the completion of the transaction, invite the customer to make a purchase.

There are several simple techniques for doing this, for example such as a sample:

After you've given your presentation, you make a short summary of what was said:

“So we looked at this and that, Petr Ivanovich, tell me, which of this did you like 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 long ago. Then the client, seeing that you stopped and expect some kind of answer from him, understands that he must give birth to something in return, he says something like: "Well, you have that shiny crap on your tractor / mower / intergalactic the vacuum cleaner [here, in general, the name of your product] seems to be nothing. " Then you ask the following question

How do you like it in general? (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 whole [here is the name of your product], so the client usually answers this question also positively or hums approvingly or nods in agreement head. Next, you ask the following question

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

If yes, please clarify, if not, then ...

"Pyotr Ivanovich, I am very glad that you liked everything, and then the only question left for us to discuss ..." further some particulars (for example, self-pickup or our delivery?)

PS So that the topic of 5 stages of sales is better deposited in my head, here is a video not about sales, about positive ☺

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

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

The Sales Steps will help you remember the sequence of what needs to be done in order to sell and effectively apply these sales steps in real-life work with your customers.

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

In sales training, we memorize with visual images (imagine now a polar bear wearing a yellow soccer jersey with "Just Do It." Written on the chest).

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

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

By stage 2 we give two question methods for identifying needs and a couple of useful tips for them, and by stage 3 one technique "we speak the language of benefits and benefits."

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

Why loyal customers are the sweetest

Because they do not need to be looked for as new ones (you already have all their phones, passwords and accounts), and they do not need to be persuaded too much, they come and buy again and again, and again and again you get your bonuses for them.

In order for the client to make a second purchase, remember that your task is not to correct * your product to him, 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, will bring you your bonuses again.

* To steam it means to promise, muddle, confuse, lie three boxes. 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? No one. Everyone will buy. And what's next? They will stuff their face and the second time they will not buy the software from you, you will need to look for new l ... v.

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

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

Jul 17 Stages of sales: Presentation. 6 presentation amplifiers

Hello, friends. Most of you know that all stages of the sale are important: the presentation will be much more difficult without identifying needs, and without working with objections, it is unlikely that it will be possible to close the deal at all. That is why in the course the work at each stage is disclosed in detail.

Nevertheless, it is the presentation that is considered by many to be the main and main stage of sales. When you present a solution, it is important to make the person want to use this solution. They can help you with this 6 presentation amplifiers Your decision from the course .

1. Emotions

Feature - Benefit - Emotion

The first way to enhance your presentation is to add emotion. Often at trainings, they teach not to present the characteristics of the product that he has, but to present the benefits for the client.

For example, a credit card with a limit of 100,000 rubles. This is a characteristic. What are the benefits of this? "Ivan Ivanovich, this means that you will always have 100,000 rubles in your pocket for unforeseen expenses." Thus,product characterization turned into customer benefit.

But today this is not enough. And, to really amplify your presentation, add emotion.Convert the benefit into an emotion for the client.

Such phrases as: “Imagine”, “You can feel” work well here - that is, what goes to the emotional level.

For example: “Ivan Ivanovich, the limit on this card is 100,000 rubles. This means that your wallet will always have 100,000 rubles for unforeseen expenses. Imagine - you went on a trip, stumbled upon an interesting sale there - but you did not have cash with you in the required currency. You took out this card, purchased everything - and returned the money during the grace period, without overpaying to the bank! At the same time, you ended up with the right things that you wanted to buy. "

Or: "Ivan Ivanovich, with this card there is no point in wondering whether you have money in your wallet or not, because you can pay with this card in any store in the world, and of course, in any store in our country."

That is, you are selling emotion. And it immediately enhances your presentation.

Cover customer needs

This formula: characteristic - benefit - emotion gains special strength when it is based on the needs of the client... Therefore, I repeat - all stages of sales are important: a presentation should not take place without identifying needs.

In the process of clarifying the situation, you capture these needs, and if it is important for the client, for example, to save or earn money - that is, to receive some material benefit, then in your presentation you talk about those characteristics that will give him this benefit.

For example, the same 100,000 rubles on the card can give the client a certain profit. “Ivan Ivanovich, you always have 100,000 rubles on your card. Now you don't have to worry about money. For example, you found yourself in a store in another country, saw a sale there - and there is the very thing that you have wanted to buy for a long time, with a 30% discount! And you, with the help of our card, buy this thing, save 30% - and return the money to the bank during the grace period, without any overpayments! "

Thus, you have closed the client's need for savings on an emotional level. There is such a wonderful phrase:

2. Replace “I” with “You”.

In other words, stop talking about you, your company, and talk more about the client, what does it mean for the client... This is the so-called language of benefit.

For example, instead of saying: “Ivan Ivanovich, we have loans for up to 5 years” - you say: “Ivan Ivanovich, you can get a loan from us for a convenient period of up to 5 years. Which term is more convenient for you? "

Thus, we change the pronoun "I" to the pronoun "you". For you, this should grow to a skill, to an automatism. That is, so that you say a proposal not in the style of "We have prepared, we are offering, we have been on the market for a long time" - but like this:

• You can be confident in us, in our quality, because we have been on the market for a long time
• You will receive proven products, because hundreds of customers have already received it and you can do it too.

When you talk about a client, sincerely empathize with him, act in his interests, want to help him - the client feels it. It opens up, begins to trust you - and then all subsequent stages of sales: presentation, working with objections and closing the deal are greatly facilitated.

3. Selling stories

Stories are powerful. It is the stories that you tell the client that are remembered best, and the clients retell these stories to their friends, acquaintances, colleagues, their family and so on.

As I said in the video5 techniques for closing deals on my Youtube channel You can add a selling story to any stage of the sale: presentation, identifying needs, closing a deal - almost everything.

Therefore, when you present something, add a story element... For example, if you are talking about a credit card, tell how that card helped someone. “Ivan Ivanovich, we had a client, he hesitated for a long time whether to get him a credit card or not. Then I decided to do it, just in case. And, surprisingly, when after 2 months he came to us again, he said that this credit card saved him a lot, in a situation when he did not even hope about it. He went abroad, he ran out of cash, the card was at hand - and helped him to resolve some issues. "

That is, You tell a story, not just list the properties and benefits of the product... You can also tell stories about how you implemented a similar project with a client. For example: “Ivan Ivanovich, you know, when I conducted training in a similar company, we were faced with the fact that the managers had a dislike for the new product. We overcame it this way and that "- and, when you tell a story, the person also sees you as an expert... He sees that you have already worked with something similar. That you already have successful cases that you have already solved. And, accordingly, the level of trust in you increases.

Stories are a great presentation enhancer and a must-have. Stories are selling. Think now what stories you can tell your customers, and in what specific stages of sales: presentation or identification of needs - you can add these stories.

Photo from for Bank TOP-30: analysis of the stages of sales

4. Mini flaws of your product

If everything is perfect for you, the client has a thought: “There is some kind of catch. They want to deceive me! Everything cannot be perfect, like in a fairy tale! " Therefore, do not expect any additional objections and doubts from the client - add to your presentation the mini-flaws of your solution. It should be something really small that doesn't change the impression of your product, but adds some element of honesty to your sales.

For example: “Ivan Ivanovich, the bank card has undoubted advantages - it is free, it contains a certain limit of funds, there is a very good rate for using the bank's credit funds. But there is a small minus - we will not make this card for you in a day, you have to order it. It takes about 7-10 days for manufacturing and delivery, and you will be able to receive it after this time. Are these terms suitable for you? " - and we ask a question, taking the client a little aside.

Thus, we have listed many pluses, and a small minus, most likely insignificant for the client. You yourself must understand what will be an insignificant disadvantage for the client, and what will be significant, based on the needs that you identified.

The Mini Flaws trick works more in the downstream sales phase: a presentation helps anticipate customer objections by making it easier to deal with them. But it also increases trust in you - as I wrote in the article - the client sees that you carefully approach your work, you know what problems he may face and you are ready to solve these problems in advance.

5. Requirements and Limitations (TO)

The Requirements and Constraints technique is great for enhancing your presentation. You can tell the client: “Ivan Ivanovich, the product is great, the product is good, but it is not created for all clients. It was created for those clients who open a deposit with us. You have a deposit, you are suitable in age - so we can arrange for you ”.

Or: “Ivan Ivanovich, we sell home internet. The Internet is very good: high speed, low monthly fee. But not all houses in our city are connected yet. Let me check on the computer, is your house connected? Great, your house is connected, we can provide the Internet for you. "

And the client is already beginning to evaluate himself, from the point of view - does he match the product or not? He is more involved, and, accordingly, the value of your product for customers increases. As they say, often we choose not from what we really want to have, but from what we are afraid of losing... This is why this principle works well.

Obviously, it is important for the maintenance technique to correctly conduct the previous stages of sales: the presentation of the product will look ridiculous if the client cannot use this product. As I wrote in the article - not every client is your client. Find out the client, his needs, his situation - and then you will be able to use the maintenance technique in full force. And the results will not be long in coming.

When I sold consumer loans at the bank, I said: “Yes, we have excellent conditions. But you yourself understand that we cannot extend these conditions to everyone. Now, if you meet such and such requirements "- voiced the requirements -" Then we can try to work with you on this preferential program. " And after the presentation, a queue lined up. A line of those who met the requirements.

As you can see, the Requirements and Constraints technique is very powerful and I recommend that you use it.

6. Neutral attitude of the seller to the sale

As odd as it sounds, sales neutrality also reinforces the presentation. The more you are interested in selling something, the more you show it to the client, the more your persistence, obsession causes him rejection. As I wroteIn contact with :

Why do so many of us have a negative view of salespeople and sales in general? Because we still often come across sellers who do not AT ALL do not listen to us and do not hear us, trying to sell us something of their own.

This is why it is important to show neutrality. If the client doesn’t buy, if the product doesn’t suit him, nothing fatal will happen, and you will not grieve for a week after this conversation.

For example: “Ivan Ivanovich, this product is now chosen by many clients, but I don’t know if it will suit your situation. Let me ask you a few questions, then it will immediately become clear. "

The client understands that you will not sell him now, you will not obsessively try to sell him something. It will be an equal conversation, a neutral attitude, the client is revealed - and your presentation, as a result, becomes more effective.

Conclusion

Improve your presentation

Take your presentation, capture the main points and see what can be strengthened, improved now. So that, the next time you present your solution, it would undoubtedly lead the client to realize: yes, he needs your solution.

I also recommend that you watch a free video course ... You will learn how to establish trust with the client, so that he understands that your product will really help meet his needs, that it will be beneficial for him to conclude a deal with you.

Don't forget about the following sales steps: a presentation is not the end of the deal

Very often, sellers, especially beginners, focus on the presentation and forget about the following stages of sales: the presentation is made, they exhale - and just wait for the client's reaction, lose the initiative, do not close the deal. Try not to make such a mistake. Focus on completing the trade, closing it.

I hope this article was helpful to you. Subscribe to my Youtube channel- there are many interesting videos. Write your questions and suggestions in the comments, on my pages

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