Goods sold, customer satisfied. Everyone wants this, but not everyone succeeds. Why so?
Two sides of the same coin called "sales"
The first picture, which I often observe. The seller strives to please the customer, diligently spuds him and is even ready to dance, but sales do not go.
A client comes in, eager to be impressed with the product, and people from different planets start talking. The man wanted to clarify important details for himself, and in return, the seller tries in every way to win over the "guest". Talked and fled.The man came for advertising, and he offered to talk heart to heart. So much for the customer focus!
The second picture, no less sad. In contrast to the previous case, the seller turns his face to the goods, and leaves the customer behind his back.
The seller says about the excellent product, a bunch of buns and various unique additions. The client listened and was not impressed! First, the seller would not hurt to get "permission" for the presentation, ask about the pain, sympathize and help.The man came to talk heart to heart, and he shoved advertising.
Table 1. Comparison of sales strategies
"all for the client"
"all for the goods"
|Task||To establish communication with the client, namely:|
● understand needs;
● prescribe your proposal in the client's subcortex and, if necessary, form his new need.
|Show product by face, namely:|
● assure the correctness of the choice.
|Motivator - Decision Point||The client himself guesses to make a purchase.||Positive impression about the product. The better the image of the product corresponds to the picture of the world of the buyer, the better.|
|Basic mechanisms||Communication aimed at the needs of the potential client.||Stories about the product, website, advertising materials.|
|Who is the strategy for||On people who have doubts about the purchase, or even not yet formed a need.||For people who have come for something specific.|
|When glitches||The client does not want to contact, even in the chat rooms of online stores, people write: "Thank you, if necessary, I will contact you."||When working with people indifferent to the product, who in addition are trying to hide in their sink.|
When selling expensive goods, such as cars, yachts, real estate.
In face-to-face meetings, it reminds networkers.
|pros||Focus on a specific customer, and not on a faceless mass.||Easy to play. Enough to know everything about the product and the basic advertising techniques.|
|Minuses||Difficult to reproduce. The seller should be able to find an approach to different people, be aware of their mistakes and work on them.|
The situation is fascinated by customer problems, and business goals are forgotten. Satisfaction gets one side.
The client feels obliged for attention and agrees to the transaction against his will. He has a bitter sediment.
|The seller sometimes enjoys the product and misses the customer.|
The situation provokes "cramming" of the goods.
When the buyer comes to his senses, he feels that he has been bred for money.
Both strategies are usually used in the "or" mode, in this case there are two possible ways for the situation to develop:
- getting into expectations: children - ice cream, women - flowers, that is, who wanted help - received it, and who wanted advertising - listened to the presentation;
- "shooting" by: the sides are removed from each other.
As a result, the communicator loses a whole segment of customers aimed at communicating with the advertiser and vice versa. And you can forget about people waiting for a station wagon.
Transition to a situational sales model
Smart companies do not take the seller, who will always run errands from the client or the employer. They grow sellers who skillfully link the interests of the buyer and the business with a fine thread.
The seller is always between two fires - constantly thinking about how to help the client and how to make money. The first condition for successful cooperation is adjustment to the situation.
To the interests of the parties agreed, the seller, depending on the situation, shows:
- focus on solving customer problems;
- the benefits of the product and the company;
- the willingness not to touch a person if he is against it, therefore annoying chat rooms in online stores are not very appropriate.
Instead of trying to find a friendly seller, you should teach them the skills of dual communication, where there is:
- explicit - that openly show the client;
- hidden - there is no need to talk about the desire to earn, so as not to frighten the client.
The main danger that may lie in wait for the seller-player - emotional burnout. Fatigue includes such protective reactions as avoidance of contact and aggression. Therefore, the head of sales should prevent the emergence of negative emotions to the client.
Otherwise, this sales strategy has some advantages, it is suitable for working with all types of customers and for all types of products and services.
Tips for implementing a “median” sales strategy
It is necessary to teach the seller for a long time, but on the other hand, it is impossible to teach for a long time, business needs to earn.
In order for the situational sales strategy to work as early as possible, announce your new requirements for sellers (Table 2). Thereby you will remove those who are categorically against changes and work on yourself, and the rest will set a guideline for further growth.
Table 2. Comparison of vendor requirements for the implementation of different sales strategies
"all for the client"
"all for the goods"
|purpose||The client is satisfied and thinks: "They want to help me"||The goods are sold, and the client thinks: "He knows a lot about products"||The client is involved in the sphere of interests of the company and thinks: "I am recognized and understood"|
|Focusing attention||On the interests of a potential customer||On the promotion of goods||For mutual benefit in the sale: "you - me, I - you"|
|Basic skills||● show sincere dedication to customer problems;|
● tell the buyer about the emotions that cause the use of the goods;
● speak the native language for the client;
● calmly answer difficult and tricky questions;
● to transfer the conversation in a favorable course for the seller.
|● confidently convey to the customer any information about the product;|
● show the benefits of the product compared to counterparts from other companies;
● show personal interest in the product;
● imprint the image of the goods in the customer's value system.
|● control the sales triangle - stand in a half turn to the business and the client;|
● be neutral, do not bother and keep a reasonable distance;
● to form a sense of security, especially when taking a stand - “I myself, do not touch me”.
|What you need to learn, in addition to the base - the range and properties of goods||● customer classification by temperament and weight of other parameters;|
● ways to establish contact and negotiate with people of different types.
|● techniques for drawing attention to the product;|
● presentation techniques;
● Answers to common objections.
|● double communication tactics: explicit + hidden;|
● analyze the situation according to the scheme: stage - goal - methods.
As a result, situational sales are akin to art, they combine:
- improvisation: developed intuition and creative approach;
- clear logic: elaborated and carefully rehearsed scenarios that take into account different consumer behavior.
As soon as you install a competent installation at the sellers, the matter remains small - constant training, practice and competent control from above.
If the seller does not play a double game, he is always in the role of "employer" choosing one person - a client or business owner. So a substantial proportion of potential customers who have not received due attention or the necessary advertising "falls off".
The transition to a situational model turns the seller into a motivator - a person who involves a potential client in the sphere of business interests. It turns out that the customer is satisfied and the money on hand.
Situational tactics is a compass that allows you to set priorities in the negotiation process, therefore, reduce the likelihood of loss for all participants in the sales triangle.