How to learn to sell a product? Buyer psychology. Technique of effective direct sales or how to sell what is not for sale? How to learn to sell a product

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The conversation should be conducted in such a way that the interlocutors from enemies are made friends, and not friends enemies.

Pythagoras

But everyone can learn how to work with people, you just need to work hard on yourself. The ability to learn and perseverance allow us to "create real miracles." Let's try to isolate the most important for success.

1. Greet the client fully armed

"I don't have to work around the clock," you say. But preparing for work before it starts is completely normal. After all, teachers prepare in advance for lessons, and do not start leafing through the textbook after they enter the classroom. Actors rehearse roles, and do not go on stage with a cheat sheet in hand. This is where you need to be ready to go.

2. Study products and prices for similar products in other companies

First, you must replenish the assortment if you see that some product is in demand, but you do not have it. Second, you will be prepared to discuss financial matters.

Your prices should not be higher than those of others, and if they are higher, then be sure to explain to the customer why this is due: longer service life, additional functions ("mobile phones sold by us have built-in GPS, you will not need to buy a separate navigator for auto").

3. Forget the adage "if you don't cheat, you won't sell"

Moreover, the client now went informed - before meeting with you, he had already sat on the Internet, and discussed the issue with friends, and looked at a couple of other companies or called. In any case, you can deceive the customer once, the second time he will not come to you.

Anyone who wants to have a permanent clientele - trades honestly (while remembering the proverb: "Tell the truth, only the truth, but do not tell the truth inappropriately!" - do not give out unnecessary information without the need!).

4. The client does not have to wait

Taxi, private trader, garbage truck - but you have to be there ten minutes before the meeting in order to have time to look around, check that your appearance is in order, and enter the office minute by minute.

The same applies to order fulfillment - have a board or calendar on your wall with a note next to each date when to remind customers that the goods will be shipped to them tomorrow. And if they promised "tomorrow in the first half of the day" - it should be so.

The storekeeper's binge, transport problems, technical reasons do not concern the customer. Accuracy is not only courtesy of kings. This is the first thing to learn when wondering how to learn how to sell.

5. Don't get lost!

All the time that you are not in the office, you must have a mobile phone in working order (check in advance that it is charged). In the office - telephone, fax, e-mail (it is possible to receive notifications of incoming letters).

It should be easy for the customer to contact you. And if you also remember (by yourself or with the help of the list on the table) which customer is called, this will help to activate contacts.

6. Trade "on the go"

At the oriental bazaar, they always weigh as much as the buyer requested, and add a little more from themselves ("with a trip"). You should always have some not too formal additives ready for the client - offer him free instruction on how to use the product, give him a calendar with the company logo.

In a word, do something beyond what is supposed to. Does the customer care about you? And you to him too! Seeing that you work with all your heart, he will enjoy the purchase, recommend you to other people, and the next time he will come back to you. No familiarity, but be friendly.

7. Make a good impression!

You should always be in a great mood and in good shape. It is always easier for a fit, healthy, energetic salesperson to achieve results. There are no trifles here - everything is according to Chekhov: "And the face, and clothes, and the soul, and thoughts."

Comparing, for example, two approximately identical dental clinics, with equal prices, quality and a range of services, a person will make a choice in favor of the one where the staff is more pleasant, polite, erudite.

8. Remember that it is always easier to work with a group than with one buyer.

Remember, from Gilyarovsky: "To persuade one village peasant to go into a shop and buy something - that's difficult. And I will persuade the crowd to swim in the hole in the winter!" When acquaintances, family members, or even just other visitors are nearby, it is more difficult for a client to refuse a deal than face to face.

If it is possible to organize meetings with groups of clients - be sure to do it. This approach is good for retail sales. Using this technique, any sales consultant will understand how to sell correctly very quickly.

9. Not a day without a new customer!

10. A negative result is also a result

Of course, in order to understand how to sell correctly, you need to gain experience, which usually consists of a large number of negative results. Yes, it's frustrating when a deal falls through - but it gives you the opportunity to understand what exactly went wrong for you.

After analyzing the reasons for the failure, you change tactics - and next time everything will be fine. You need to believe in yourself, work on yourself - and success will come.

A product so that this buyer not only appears, but also multiplies?

In the world of modern business, you need to be a real virtuoso in order to emerge victorious from tough and sometimes merciless competition. The classical formula of political economy "commodity-money-commodity" attracts the second component: "money". How to sell goods correctly so that there is enough money not only to cover the costs of manufacturing products, but also to make a profit by continuing the successful development of production in the future?

Effective sales are the key to the success of any company. Even those who have been selling their best product in the world for a long time at prices pleasing to the buyer, cannot do without the services of a qualified manager. It is he who owns all the secrets of marketing and must know how to properly sell a product.

To offer a product, study it well. The richer the information about it (how it is operated, in what area it is used, what options and how they differ from each other, etc.), the more arguments you will find for the buyer in defense of your product.

1. You need to know and understand the psychology of a potential buyer. Who is he: student or intellectual, young or old, man or woman. Having determined the nature of a potential buyer, you will know what language to speak with him and how to build a strategy for the relationship "buyer - seller".
2. Consider the emotional component of your client. Give him the opportunity to feel like the owner of a sample that has not yet been purchased. Demonstrate the product in action, allow you to touch it, touch it, smell it. Do everything to make the client lose the desire to leave you without a purchase.
3. Never mention the negative nuances of the product, so as not to spoil the positive.
4. Knowing how to properly sell a product, but not knowing the rules of ethics, you cannot achieve complete success. Lure the buyer in the network of your charm. Your friendly smile, attractive appearance, respectful attitude - this is an additional advertisement for the product. But at the same time, be able to keep your distance, not allowing any familiarity, familiarity.

Features of wholesale trade

Retail trade differs from wholesale not only in the ability to work with each individual client and piece sales. There are some simple rules on how to sell goods in bulk. Here the work is aimed at the prospect associated with the constant search for a customer. The size of the client company determines the scale of deliveries in large or small lots. Delivery, price, terms - a temptation for the client and a weighty argument in favor of the supplier.

1. At first, try to "lure" the buyer with low prices for the supplied parties and low bills for logistics.
2. Comply with the terms of the contract.
3. Timely and regular delivery of goods is the key to long-term relationships.
4. Wholesale is selling on an equal footing.

Modern types of trade

Recently, the service "sell goods on the Internet" has been increasingly introduced. The success of such an operation will largely depend on the completeness of the information that you provide to your customers about yourself as a supplier on the sites. It is important that you have the opportunity to contact you as soon as possible if necessary. Auctions held on the Internet make it possible to sell goods at the highest possible price. By putting your goods up for auction, you get the opportunity to monitor the cost and adjust it. Having a specific product, it is better to sell it by participating in forums.

Remember, the deeper your knowledge of how to properly sell a product, the greater the guarantee of success.

Question from Maxim Zhukov:

Hello Nikolai and other readers of this cool site. I have a business in which direct sales play a very important role and you need to be able to close a deal by communicating with a client. Could someone tell me some tricks or techniques for effective direct sales. Or give advice on how to sell something that is not for sale?) Thanks in advance!

Answer to Maxim's question:

Hello Maxim. My name is Nikolai (author of this blog). The fact is that I am not particularly strong in direct sales, so I turned to one of the specialists. Therefore, Stepasyuk Mykola, an experienced sales manager, will answer your question;). So, the answer!

Everyone who enters the field of sales must work very hard and hard, honing their skills - I realized this already on the first day of my internship as a non-food salesman. The problem is that none of my newly minted colleagues burned with a special desire to teach me something. Ask why? The answer is very simple and does not require much explanation - competition. Competition is a kind of confrontation between people, designed to reveal the strongest and best face. A person who has a large amount of knowledge and skills in a particular area undoubtedly has more chances to emerge victorious in a competitive confrontation. And what does it mean to be a winner, that is, a better seller than your colleagues, what do you think? Respect, authority, a sense of dominance and, most importantly, a large salary - this is what distinguishes a good seller from a super seller.

Having understood this in the early days, I gave up hope that someone would teach me something really worthwhile and effective and began to take steps towards my goal without outside help. Observation has become my main learning tool. I constantly followed the advice of my colleagues and listened to every word, picking out bit by bit the most successful and convincing sales techniques. Thus, within two months, I began to surpass all my colleagues in the art of selling various kinds of goods. Personally, I worked as a consultant in the IT department, but it doesn’t matter, because the sales scheme for any product is the same.

In the three electronics stores where I worked, I had the opportunity to get acquainted with the so-called "customer service standards". I must say that the time spent reading these rules was not wasted. Such documents are compiled on the basis of extensive research involving various categories of buyers. Further, the information is processed by psychologists and financiers, who, on the basis of the collected data, draw up service standards. Not all retail chains are the same. This is due to the fact that such rules of conduct for sellers are prescribed for certain categories of customers and products that the outlet distributes.

In order to give you a general impression, I will give an example of the basic standard scheme by which customers are served in any stores where advice is provided. So here it is:

1. Greeting (eye contact, smile, greeting itself);
2. Attachment expression (the sales assistant must ask the client a question to which he cannot answer “No”);
3. Clarification of needs (by asking various types of questions, the consultant should understand the client's need as clearly as possible);
4. Presentation (for the presentation, you need to select two, maximum three products. When a person shows interest in one of them, you need to talk about it in detail. When naming a function, the seller must immediately indicate how it is useful and what benefits it gives to the client);
5. Pushing to buy (you need to “force” the buyer to make a decision to buy a product. There are many methods for this, among which is a very effective method of three “Yes”, more about it below);
6. Completion of the purchase (fill in all the documents and give the goods to the buyer).

Method of three "Yes"

Human psychology is arranged in such a way that after several affirmative answers, he will not be able to immediately answer “no” to any other question, but will automatically say “yes”. Based on this human feature, this technique was developed. In practice, it is still easier than in words. For example, the seller asks the question: “Do you like this phone model?”, “Are you satisfied with the camera?”, “Are you buying?”. To the last question, 90% of people will give an affirmative answer, that is, they will say “yes”. Of course, this does not guarantee that the buyer will definitely buy the product, but it significantly increases the chances of this. The main thing in this technique is to choose the first two questions correctly, to which a person will definitely say “yes” without hesitation.

From beginning to end, a conversation with a buyer is a battle for trust and respect for yourself, that is, the seller. When communicating with people, you should not blindly follow pre-memorized phrases, but adapt yourself to each individual person who has visited your trading network. It is this principle that has inspired me to develop my own individual methods of talking with clients. And, the essence of these methods is as follows:

• Start right. I'm sure few of you understand what I mean. The bottom line is that the standard scheme requires you to start a conversation with a phrase-attachment, but does not oblige the sales assistant to first give his name before moving on to business. And this, I will say from my own experience, is a very important thing. If you introduced yourself, then the person feels a strong connection with you, because you have shown that you are ready to communicate not only as an employee, but also as a person. Humanity is what everyone wants for themselves. Smart and experienced salespeople always name first and only then start talking to the point;
• Give a compliment. Take a closer look at the person even at the moment when he just entered. Find something in him that you can compliment him for, but be gentle. A compliment can be done not only for appearance. For example, during a consultation, you saw that a person is quite well versed in the product that you are selling to him - praise him for this. Thus, you will be able to evoke a feeling of gratitude towards you, which will positively affect the further course of the conversation;
• Conduct the conversation skillfully. Do not look your client in the eyes all the time, and also at your hands, at the wall, or somewhere else - it is not necessary. Best of all, when the seller glances at the product, says one or two of its features and then returns to the eyes of the interlocutor, where he stops for 5-8 seconds. And, as for the volume of the conversation, what do you think? Keep the volume of your voice just below average. It has been scientifically proven that at this mark the voice of any person is the most pleasant, and therefore information is perceived best under such circumstances;
• Control the attention of the interlocutor. This item should be given special attention to employees of large retail outlets with heavy customer traffic, who walk around, make noise and distract both the seller and the buyer. In order for the client not to be distracted, take in your hand any object (a pen will be the best option) of a bright color and from time to time focus the interlocutor's attention on it. To do this, you can point this object at the product or raise it to the level of your eyes, make two or three circular movements, while substantiating or describing the functions of the product;
• Work with objections. Personally, I think that the way companies offer to deal with customer objections is fundamentally wrong, and you will now understand why. If the buyer makes a claim about the goods, then according to the generally accepted scheme, the seller must say the following: “You are partly right, but ...”, “I can agree with you, but ...” and so on. I am convinced that if you say this, then the person will not be completely sure of the veracity of what you, that is, the seller, will say next. Thus, he subconsciously understands that he can be deceived. That is why I recommend that you clearly say the following: "No, it's not" or "I'm sorry, but I can't agree with you." With such words, you will not question your authority and do not offend the buyer, because you did not directly say that he was wrong;
• Play with dignity. By "lose" I mean failure, that is, when the customer never "ripens" to make a purchase. Many sellers in this case, even "goodbye" can not normally say, not to mention something else. In the case when a person leaves without making a purchase, you need to sincerely smile and agree with his decision. It will be very pleasant for the client if you take him to the exit and wish him all the best there and ask him to come to you again. But this moment is important. It is generally accepted that a person should be invited to the store, but, personally, I think that the buyer should be invited to his place, for example: "I will be very happy if you come again and we will have the opportunity to talk again."

I wrote this article to answer Mkxim's question and so that young people who are just starting their journey can learn and improve their skills. Through competition and greed, I had to learn everything myself and spend precious time on it. I do not want to keep anything a secret, I am ready to share my knowledge, because I believe that in this way I can contribute to the formation of young professionals. I have never understood people who hide knowledge because it should not belong to one person - it is the property of many people.

According to well-known business coach and sales theorist Jill Konrath (Jill Konrath), the most characteristic difference in the B2B-sphere is the role of the seller. Given the popularity of some products and services, the offers of most companies do not differ much from each other. But even when browsing the same offers, customers always hope for a unique experience.

In this regard, B2B entrepreneurs have virtually limitless control over metrics and results. When faced with failure, they try to make their product more customer-focused.

Whatever your niche in the business, there are a few axioms you need to stick to in order to sell even more to just about anyone.

1. Focus on customers

Do you have friends who talk about themselves all the time? Agree, sometimes they are simply unbearable. Buyers react to too frequent mentions of the brand and offers in the same way. You find this information informative and important, but customers perceive it differently.

The basic rule of sales is complete customer focus. Each letter, any content should be created with the buyer in mind. Constantly ask yourself: “Why is this beneficial for the client?” and improve interaction with the target audience.

The basics of an offer aimed at the buyer are the same for all types of services and goods:

• in a clear and short form, convey to the target audience the value of your ;
• explain the key differences between your product and competitors' analogues;
• talk about the benefits of the buyer;
• describe the main needs and problems of your target audience and emphasize that your offer is the ideal solution to such problems;
• avoid using superlatives: “the best”, “world-class product”, etc.;
• use publicly understandable vocabulary to make the essence of your offer clear to all segments of the target audience;
• Speak the language of your potential customers, avoiding complex business style language and pronouns like "we", "our" and "I".

An example of compliance with all of the above rules is any landing page from the Template Gallery - if you don’t know where to start, you can take it as a basis and supplement it with the necessary sections and content:

2. Do your research

Do you want visitors to spend time exploring your offer? Then first you have to spend time on visitors. Social networks provide a lot of useful information about the values ​​and habits of buyers, and you should definitely analyze this data before starting any communication with the client (cold calls, letters, etc.).

In fact, it is not difficult and extremely useful to find out additional information about the lead who left the application before calling. Depending on the sales cycle, it takes 5-10 minutes to study one potential customer.

Here are some sources that will be useful to you during your research:

1. LinkedIn
2. Twitter (client and company account)
3. Company Press Releases Page
4. Competitor Press Releases Page
5. Blogs
6. Google (client and company)
7. Facebook
8. VKontakte

By the way, all applications from your landing pages created in , go to your CRM in your personal account, located in the "Leads" section. By default, notifications about new leads are received to your registration email, but you can change it at any time or you can even set up receiving information via SMS.

3. Define your customer

Sales success largely depends on the relevance of the product to the target market. Taking the time to identify your "ideal buyer" and classify potential customers will surely boost your sales.

A marketing strategy without relying on Buyer Persona creates additional pressure on your sales managers: without a clear image of the client in front of their eyes, they cannot competently close the deal (let alone close it), and also explain to the user why exactly your product will save him from "pain". Even the best sellers can lose buyers because of this.

4. Help first, then sell

Once you've identified your target audience, don't immediately try to convince them that your offer is perfect. Remember that customers don't know anything about the product yet.

Try not to rush things - this way you risk angering or scaring away potential buyers. Instead, offer them support. You can give them access to useful content or suggest a solution to some obsessive problem. By positioning yourself in this way, you will be able to find a more receptive audience and showcase the offer in the most favorable light.

In marketing, this kind of useful content that contributes to lead generation is called a lead magnet. This is the same incentive that encourages visitors to your landing page to leave you their email address in exchange for something they need: a manual, a training course, or a discount code.

Here's what it might look like (template from ):

5. Learn to ask and listen

Even the most thorough research will not allow you to know everything about the buyers. To solve a problem, you first need to figure out what it is, so ask as many questions as you can when talking to customers.

Here's a witty example from sales coach Rick Roberge:

1. How did it happen?
2. Has it always been like this?
3. Where is the solution to this problem?
4. And how are you doing?

Show interest. A prepared list of questions will serve as a starting point for you, but if the conversation with the client takes an unexpected turn, you will have to improvise. People like to talk about themselves and their problems, so they will respond positively to your curiosity.

When you ask a customer a question, just shut up and listen. Try to listen to his every word in order to understand the situation as best as possible. By showing the client that you are genuinely interested, you will increase your chances of successfully closing the deal.

6. Be mindful of psychological quirks

Our brain reacts in strange ways to some circumstances, and you can use such psychological tricks to your advantage for your business.

We list only a few of these quirks.