By Bill Gluth
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Expert Author Bill Gluth
Sales is that single business practice that if done effectively will sky rocket any company to success.
Unfortunately, 85% of businesses are not as good as they need to be in generating sales, which is why we have the staggering failure rate we do in small business.
Sales can be very complex. Or it can be extremely simple. It's all a matter of the mindset of the practitioner.
Let's take the simple road
What does it take to be effective in sales? Just one thing; awareness.
Awareness of your client's problem.
Awareness of the solution that is acceptable to your client; expressing that solution as a dollars and cents value.
Awareness of the process the client will go through to decide to purchase or not.
Jeffery Fox, author of How to Become a Rainmaker offers the following steps to sales success.
* Cherish the client at all times
* Treat clients as you would your best friend
* Listen to clients and decipher their needs
* Make (or give) clients what they need
* Price your product to its dollarized value (in other words don't sell price sell the value received from purchasing)
* Give your clients more than they expect
* Thank each client sincerely and often
* Help clients pay you so they won't be embarrassed and go elsewhere
* Ask to do it again
When we talk about relationships, however, we are talking about a business relationship not a familiar friendship. You have to be seen as the solution to a challenge and not a friend to hang out with.
Six Figure Sales Coach, Kevin Nations, provides the idea of business rapport. He says the rapport you want to have with your client is that of an advisor, someone who the client feels comfortable discussing challenges with (pain) and trusts enough to provide a solution.
I've found the best skill anyone in sales can develop is the art of active listening. Ask questions, listen, and write down what you hear.
Clients feel engaged and heard when you, as the sales person, take the time to make note of what is being discussed.
Note taking also "forces" you to become an active and engaged listener.
Next time you're on a sales call, focus on your personal listening style. Are you really listening and engaged in what the client is saying or are you calculating your next response?
David Hepburn, Master Sales Trainer with the Sandler Sales Institute offers a slightly different perspective of sales and selling.
David offers the following thoughts to consider:
The sales person goes in to a call without a plan. The client that you are trying to involve in your product (sell) has a plan.
They lie, steal/cheat and then hide. That's the client's plan.
They lie and tell you they are interested in your products, they love them, and they are the best.
They steal or cheat when they ask you to be an unpaid consultant and educate them on everything they need to know and then they tell you "they'll think about it."
And when you try to get back to them, they hide and you have to send out the Search and Rescue Team just to get them to tell you NO.
That's the basis of the Buyer's Plan. If sales people don't have a plan to combat this plan, they will lose every time, even though they think that they have a chance to make a sale.
David sees the biggest challenge most sales people have is "Winging it."
They are hoping for the best instead of practicing, preparing, maintaining positive thoughts upon entering the client's office, etc.
Let's face it, very seldom does a small business owner, in the role of sales person, prepare for the sales call. Yet preparation is the shortest path to sales success.
Again, awareness comes into the picture. If you do not understand the clients business, if you don't know anything about them or their industry, if you have no idea of the challenges they face, it will be very difficult to add value to their business and secure a long term relationship.
Here is the easy way to make your sales effort more effective
The ACTION step you need to take is very simple. Take one idea from this article and practice it this week.
Next week take another idea and practice it.
By the end of a few weeks, you'll be better at sales than you are today.
Bill Gluth is “Your Talent in Business Expert” and a professional speaker, trainer and consultant. He is the first person to specialize in developing “talent” as a competitive business strategy.
Bill brings clear, simple and focused action steps to any business building program. He spotlights unleashing your talent in business so that you can learn how to be unique in a commodity driven world. Find out how Bill can help you enjoy your small business more at [http://www.explosivebusinesscoaching.com]
Article Source: http://EzineArticles.com/?expert=Bill_Gluth
Wednesday, September 14, 2011
How to Be a Great Salesperson
Marketing, Motivation, Sales July 26th, 2007
How to Be a Great Salesperson
This article is for everyone, even for people who are not technically in sales. Why? Because we are all in sales. Anytime you are trying to influence someone’s actions or thoughts, then you are selling. The best selling happens when you are trying to meet someone’s needs. This is when you will be most successful. This guide will outline the top ways to become a superstar sales person.
I’ve condensed my greatest sales learnings from 17 years of sales experience and combined it with the very best tips from the best sales books all into this one article. I’m a big fan of reading books and I reference several of them at the end of this article. At the same time I’m a bigger fan of absorbing some quick basic information and then immediately applying it in real life.
Sales Concepts for Success
1. Be Organized. This is very important. Planning is absolutely crucial to success:
* Establish your Yearly Goals (free guide) and break them down into quarterly, monthly, weekly and daily goals so that you know what you need to be working on. Post your Goals in plain view so you see them all the time, especially your daily goals.
* Be sure to do a Weekly Review of your Sales Funnel. Check to see that your results are matching up with your goals. If they’re not, then it’s time to recalibrate your strategy.
* Plan your day everyday for maximum productivity and success.
* Very Smart Practice: On a yearly basis (and quarterly basis too if you can), analyze what activities or clients brought you the most business? What activities were the least effective? Adjust your plan to do more of the high revenue producing activities and spend more time with clients and prospects who bring you the most business. Eliminate the less effective practices. Work smarter, not harder. Reviewing your results and adapting your strategy over time brings the sales process full circle.
2. Planning is Good, But Remember to Be Action Oriented. Makes your calls. Set appointments. Meet with clients. Have lunch with power networkers with whom you can learn and work for mutual success. Inspire prospects to take the next action. Be bold. There is no failure, just learning experiences. Balance your planning time with action time. Your plan doesn’t have to be A+ perfect. You can hone it over time. Plan and then get moving!
3. Uncover Needs. This is your most important task. If you don’t understand your prospect’s needs, you’ll never sell anything except by accident. So much could be written on this one point alone. But here is what you need to know in a nutshell:
* Start with more open-ended questions where the prospect can talk a lot.
* Make sure you keep quiet while the prospect is talking!
* As your meeting is closing down ask more closed-ended questions which will be answered with one word such as yes or no questions. Be creative with uncovering needs.
* Be direct when you can and be indirect when you sense resistance.
* Don’t hold back because you think you’re prying. Remember you’re here to help. You can only do this if you understand your prospect’s needs.
4. You’re Here to Help: Meeting Your Clients’ Needs. The reason sales people get a bad rap is because of the ones who try to force feed their clients. That is not selling. That is bullying. Your true role as a sales professional is “Needs Consultant,” helping your clients meet their needs, solve their problems, ease their pain, and bring them joy. Sometimes you need to help clients become aware of what their true needs are. Many people go through life thinking they want X. Sometimes you need to help them turn on the light to illuminate their real needs which may be better served by product/service Y. Always confirm that you understand a need. Then match it with a benefit from your product or service that solves your client’s need.
5. Match needs with benefits. How do you do this? Complete this exercise so that benefits roll off your tongue easily when talking with actual prospects. Here’s what you do:
* Title a sheet of paper horizontally or use a spread sheet with the columns: “Features” “Benefits” “Needs” “Benefit statement.”
* Write down all the features of your products/services. Next to each feature, write down the answer to this questions “So What?” The answer to that will be your benefit. (You’ve heard about doing this before, but have you really done it? Don’t rely just on what the company puts out either. Be creative and come up with lots of benefits.) Example: Feature: Web access on your phone. So What?! => Benefit: You can access any information from anywhere.
* Next take tiny yellow stickies and write down all the different problems, pains, desires, your clients and prospects have.
* Under each problem write down what the need is. Example: Problem: Getting lost finding addresses when showing clients real estate. Need: Instant direction information.
* Next take all your clients problems and match them to the appropriate benefit.
* Write in the needs in the “Needs” column.
* Last, write out a Benefit Statement for each feature that you can practice. Example: “You’ll never get lost again with the XYZ phone because it allows you to get information anywhere anytime.”
This exercise takes some time but it is one of the most powerful things you can do to prepare yourself for success. The best salespeople I know do preparations similar to this.
6. Tap into Feelings. Many people will start with a rational approach to making a decision, but in the end, how a person feels in their gut will often determine their final choice. Make sure you find out how they feel in addition to their rational needs. And it is important to use the language of feelings and to demonstrate that you understand. Examples: “How does it make you feel that your current advisor never calls you?” or “What was your feeling about that house we just toured?” A handy phrase is “I know how you Feel. I’ve Felt that way too. And what I’ve Found is..(insert helpful advice here)…” I call this the 3F’s.
7. Get a Read on Your Prospect. Here’s where you need to listen to your intuition a bit.
* It’s helpful to assess the level of desire a client has for meeting their need. Where do they fall on the spectrum from desperate (will buy anything) to confident (their awareness and feeling of need is not high enough to spur action)? Use this analysis to decide how much time to spend with them. Don’t knock your head against a brick wall trying to convert someone who feels no pain. But if you see a need that they don’t, then be sure to follow up with them in the future. Be there when they start to feel the pain of their need. Example: Prospect who is looking at new cars, but is very emotionally tied to his old clunker. You can see that he needs a new car, but he can’t see it as clearly as you yet because of his satisfaction with his current car. Be in touch with him so you can be there when his beloved car bites the dust.
* The other thing you want to read is your prospect’s personality and style. You will do well to somewhat mirror that style so that he or she will feel comfortable with you. Be too bold with a conservative person and you’ll lose them. Be too “soft-pedal” with a type-A person and they’ll be gone before you can blink. Be yourself, but be aware of how your prospect likes to interact and accommodate them.
8. Know What Your Goal is with Each Sales Interaction. This is important so that you will know when your interaction is finished. In sales you need to be efficient for both your sake and your clients’ sake. This will keep you from wasting time. The best way to do this is to actually write down your goals ahead of the meeting.
Example: I want to:
* confirm my client’s top 5 “must haves” in a home.
* get their 10-scale rating on each home I show them today.
* know their favorite and least favorite thing about each home we see.
* schedule our next meeting.
* If there is a home they love, I want to establish next steps to keep the momentum moving forward.
* ask if I met all their needs for this meeting.
9. Asking for the Sale and Closing. Closing is not just about asking for the sale, but continually moving towards that point. An example is asking for the next appointment and setting mutually agreed upon next steps for both you and the prospect.
Closing, of course, also means asking for the sale. It is amazing how many sales people climb the sales mountain and then fail to take this last crucial step. Don’t be one of them! Ask for the sale! What have you got to lose?
When should you ask for the sale? Once you’ve confirmed that you correctly understand a client’s needs and you’ve explained how the benefits of your product or service meet their needs, then ask for the sale. There are many ways to do this. This is where the art of sales comes in. Read your prospect and ask in the way that will get you a yes. This takes practice. So go ahead and practice, practice! Consult with other top sellers to learn how they speak and then use what will feel natural to you.
If you get a “no,” find out why. Are you dealing with a misunderstanding, an objection, a concern, or perhaps indifference? Explore the root reason for saying no. If the client still has a need and wants to meet it, and if you have a product/service that meets this need, then continue on. If one or more of these elements is found to be missing then it is time to move on to the next prospect. But at least you tried!
10. Follow-up and Service. Follow-up is your continued communication with prospects. Service is your continued relationship with clients.
* Follow-Up: Unless there is no need to meet or unless the prospect tells you to not contact them anymore, make sure you find a way to follow-up that not only keeps you in contact, but also provides value, whether via phone, email, newsletter, etc.. This is almost like your audition to show how you will provide service once they become a client.
* Service: Once you’ve made the sale, the relationship is just beginning. Make sure that your client gets the best service. Set reminders for staying in touch. It’s easier to make a new sale to an existing client than a prospect. And with a happy clients, you’ll be more likely to earn a referral.
11. Ask for Referrals. The 80/20 rule applies here. 20% of your clients will provide 80% of your referrals. Find those 20% and cultivate them. There are certain people in this world who really LIKE to help others with referrals. You can ask every satisfied client for a referral, but usually it will only be a handful that actually refer you business. That’s ok. And don’t be afraid to be specific about the types of referrals you are looking for. Treat these clients like gold and watch the referrals stream in. There are many ways to ask for a referral. Here are some ideas:
* Actually ask for a referral upon completion of a meeting.
* Offer an incentive for referrals. Put this on your website and all your marketing materials.
* Send out a survey to clients asking their opinion of your service and would they refer someone, “if so please fill in name or call me. If not, how can service be improved? What would make you want to refer business to us?”
* Host a seminar for clients (make sure it is valuable and serve food!) and request, encourage, or invite them to bring a friend.
* Offer an affiliate program.
12. Perseverance. Sales is a numbers game: SW³ = “Some Will. Some Won’t. So What!” You won’t win them all, and that’s ok. We all know the baseball analogy of how even the best batters miss the ball about 70% of the time. So don’t sweat the individual sales loss. Just move on to the next. With that said you do want to analyze your result patterns over time and adjust your strategy when you want different results. The idea here is to stay disciplined especially on bad days, stay focused on meeting needs, and keep evolving your strategy, tactics and skills. Slow and steady wins the race. Stay upbeat and when you’re down get rest and/or seek out positive people to help lift your spirits.
13. Look for Opportunity. Always be analyzing situations. Is there a local event you can leverage? Watch the news. Always ask yourself, “Is there a need for my business in this that could help me reach my goals? Can I fit it into my schedule? Will it be more or less effective than other activities I have planned?” Look for opportunity, analyze it’s potential, and if it is worthwhile then strike while the iron is hot! If you observe yourself shying away from a high potential idea because it’s something you’ve never tried before, challenge yourself to do it! Seek out helpers or partners! Go ahead, amaze yourself!
14. Become a Networking King. They say eating lunch alone is wasted time. Depending on your field, you should set a goal for 1-10 networking lunches per month. You should attend at least three networking functions per quarter. They don’t have to be obvious things. It might be going to a golf tournament. It might be going to an art gallery opening. Go to where your prospects and industry colleagues hang out. Include networking goals in your overall goals. Like any of these elements networking takes time to build so take it slow and build upon your successes. And by all means, have fun with it!
15. People Buy from Positive People. Be enthusiastic in your own way. Be authentic. Take responsibility if things go wrong. Watch how you speak in front of clients. Don’t blame others. Don’t complain. Don’t trash the competition. Life is Good! Life is challening, and that’s what makes it fun! Let your passion show! And, of course, on the inside, believe in yourself. You can do it!
16. Be Driven. Tap into what motivates you and connect to that everyday. Is it helping people? Is it helping your family? Is it a lifestyle you desire? A home, a car? Find ways to to get your energy flowing. The best way to do that is to move your body. Do some jumping jacks, do some stretching up to the sky, do some crazy facial exercises, and then laugh. Now you’re ready to tackle your cold calling block, or your seminar, your meeting, whatever.
17. Be Your Own Toughest Critic. Be brutally honest with yourself. Are you making real progress? In sales, the numbers don’t lie. Of course at first you need to build, but make sure you’re getting some wins. If you’re not, then don’t get sad or mad, just figure out a new way. The best sales people I know are always tweaking their strategy. Don’t let yourself get comfortable. The only thing that should stay the same is that you constantly seek better ways to improve your results.
18. Seek Guidance from Top Dogs in Your Field. This is one of the most important items. Leapfrog your knowledge by learning from those who’ve already made some mistakes. Offer to take them out to lunch. Ask to “ride-along” on their sales meetings so you can observe firsthand their magic. Ask them the secrets to their success. And offer to help them out in some way to repay their guidance.
19. If I Trust You, I Will Buy from You. Honesty, Integrity, Credibility. Build this with your actions. Do what you say you’re going to do. Answer the phone promptly. Return calls ASAP even if to say, “I got your call and I will be free to talk at this specific time.” Write down questions you don’t have the answers to and then get back to them promptly. Saying “I don’t have the answer to that right now” is not a sign of weakness. It’s a sign of honesty. Following up on that question later is a demonstration of reliability. Use these opportunities well.
20. What is Your Unique Selling Proposition? What is your “elevator speech?” This is the 1-2 minute answer to “What do you do? And, why should I do business with you?” Be outrageously creative. Be memorable. Be concise. Continue to work on this over time to get it just right. And have fun with it!
21. Use the Simplest Method Possible for Tracking Your Sales Funnel. You will have Unqualified Prospects, Qualified Prospects, Best Few Prospects, and Closed Sales. Most likely your company will have a system for this. But if they don’t or if you have your own business, find the simplest system that will do what you need. There are two major players ACT! (software based) and Salesforce (online). And now there’s a new online player from 37 Signals called HighRise. It is free for 250 contacts or less. Above that there is a monthly fee. Make sure you’re constantly feeding your sales funnel and that prospects are moving along through to closing. Analyze what is working and what is missing in your approach.
22. Stay on Top of Your Field. People like to buy things that are shiny, new, and sparkly. If your product or service isn’t new, make sure it is “sparkly” in your clients’ eyes. How? Simple. Make sure that you are meeting their most current needs. Your product or service doesn’t need to be new, but it does need to keep up with customers’ ever evolving needs.
23. It’s Not About Price, It’s About Value and Relationship. People want to solve their problems and fulfill their desires and they want to feel good about how they accomplished that. That’s value. Value is also giving extras to your clients with no extra cost and no expectations. There’s value in a relationship too. People like to be comfortable and trust the person they do business with. Show them how your product or service will meet their needs and give them something to brag about with their friends. Bragging Example: “I bought my new car at ‘Medium Priced Cars R Us.’ Anytime my car needs servicing, I get a free loaner car. And this dealership has been ranked 5-Stars by it’s clients consistently for the last 5 years. The sales person was helpful and patient with us insisting that we take our time. And when it came time to negotiate, they were very fair. And since we’ve bought the car, our sales person has called us to see how things were going with the new car.”
24. Please, Don’t Be Afraid. Really! If you feel the fear or hesitancy inside you, break through it! You have nothing to lose! Remember you are here to help. If someone doesn’t want your help, if someone is rude to you, no problem. Just move onto the next prospect. There’s billions of fish in the sea! Don’t be afraid to fail either. Learn from your experiences. Analyze them. How can you do things better next time? Sales is a big puzzle. You don’t fall apart when two puzzle pieces don’t match, right? Neither should you with sales that don’t pan out. Sales is fun! Enjoy the ride!
25. Celebrate Success and Cultivate Balance. (Balance? What’s that?) No really. Take care of your body, spirit, and personal relationships too. This can be difficult for real ‘Type-A’ personalities, which many sales people are. Make this part of your plan. Schedule it in. If this is hard for you, then enlist the help of people you know are good at this. They’ll love it and it will help you.
Getting It All Done
How do you accomplish all these elements? To quote Ghandhi, “Go slow to go fast.” This means focus on a few concepts at a time. Once those are firmly entrenched habits, then move onto the next few. Work on those until they are habits, and so on. And keep this reference handy. Refer back to it often and brush up on the ones you think could give your sales results the boost they need.
Resources:
Recommended Courses:
* The Quantum Cookbook – As a salesperson, just like a pilot, knowing where you want to go is the surest way to get there. Having a plan and taking action every day consistently is key. This course keeps your mind focused on your goals, using the power of intention to ensure you always follow through. And it has a 200% money back guarantee. (Yup, that means they’ll refund you twice your purchase price if you don’t find value in the course! You risk nothing!)
Online:
* HighRise – Brand New!! Free Contact Management System from 37 Signals. Service plans for over 250 contacts has a monthly fee. The free program includes tasks with categoires and contacts with tags. There’s more and you should definitely check it out!!
* BackPack – basic account is free. This is a to-do list program with multiple pages (each with multiple lists), calendar, reminders and whiteboards that are a group-type project application. There are so many uses for BackPack it’s pretty much limitless. For a sales person you could have a page for Networking Ideas, Marketing Ideas, Goals page, Funnel Summary page and so on. You’re only limited by your creativity.
* ACT! - software based (CRM) customer relationship management application for tracking your sales leads and client relationships.
* Should You Start Your Own Work at Home Business? Article on the pros and cons of a home-based business that will help you decide if this is the right path for you. Includes several resource links for business planning.
Books:
* The Little Red Book of Selling by Jeffrey Gitomer (Kung-Pow! In your face, tell it like it is, kick you in the pants, Sales advice)
* You Can’t Teach a Kid to Ride a Bike at a Seminar by David Sandler with John Hayes (Full of great examples and instruction on how and what to say. Very practical advice. All about results!)
* The New Strategic Selling by Stephen Heiman & Diane Sanchez (a must have for long cycle business sales)
* The New Conceptual Selling by Stephen Heiman & Diane Sanchez (a must have for long cycle business sales)
* How to Master the Art of Selling by Tom Hopkins (Great for Real Estate sales and much more)
* Advanced Selling Strategies by Brian Tracy (Great overall sales book.)
* Zig Ziglar’s Secrets of Closing the Sale by Zig Ziglar (Sales with Zig’s inspirational positive focus.)
* The 25 Sales Habits of Highly Successful Salespeople by Stephan Schiffman (Slim concise volume of super useful sales advice.)
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How to Be a Great Salesperson
This article is for everyone, even for people who are not technically in sales. Why? Because we are all in sales. Anytime you are trying to influence someone’s actions or thoughts, then you are selling. The best selling happens when you are trying to meet someone’s needs. This is when you will be most successful. This guide will outline the top ways to become a superstar sales person.
I’ve condensed my greatest sales learnings from 17 years of sales experience and combined it with the very best tips from the best sales books all into this one article. I’m a big fan of reading books and I reference several of them at the end of this article. At the same time I’m a bigger fan of absorbing some quick basic information and then immediately applying it in real life.
Sales Concepts for Success
1. Be Organized. This is very important. Planning is absolutely crucial to success:
* Establish your Yearly Goals (free guide) and break them down into quarterly, monthly, weekly and daily goals so that you know what you need to be working on. Post your Goals in plain view so you see them all the time, especially your daily goals.
* Be sure to do a Weekly Review of your Sales Funnel. Check to see that your results are matching up with your goals. If they’re not, then it’s time to recalibrate your strategy.
* Plan your day everyday for maximum productivity and success.
* Very Smart Practice: On a yearly basis (and quarterly basis too if you can), analyze what activities or clients brought you the most business? What activities were the least effective? Adjust your plan to do more of the high revenue producing activities and spend more time with clients and prospects who bring you the most business. Eliminate the less effective practices. Work smarter, not harder. Reviewing your results and adapting your strategy over time brings the sales process full circle.
2. Planning is Good, But Remember to Be Action Oriented. Makes your calls. Set appointments. Meet with clients. Have lunch with power networkers with whom you can learn and work for mutual success. Inspire prospects to take the next action. Be bold. There is no failure, just learning experiences. Balance your planning time with action time. Your plan doesn’t have to be A+ perfect. You can hone it over time. Plan and then get moving!
3. Uncover Needs. This is your most important task. If you don’t understand your prospect’s needs, you’ll never sell anything except by accident. So much could be written on this one point alone. But here is what you need to know in a nutshell:
* Start with more open-ended questions where the prospect can talk a lot.
* Make sure you keep quiet while the prospect is talking!
* As your meeting is closing down ask more closed-ended questions which will be answered with one word such as yes or no questions. Be creative with uncovering needs.
* Be direct when you can and be indirect when you sense resistance.
* Don’t hold back because you think you’re prying. Remember you’re here to help. You can only do this if you understand your prospect’s needs.
4. You’re Here to Help: Meeting Your Clients’ Needs. The reason sales people get a bad rap is because of the ones who try to force feed their clients. That is not selling. That is bullying. Your true role as a sales professional is “Needs Consultant,” helping your clients meet their needs, solve their problems, ease their pain, and bring them joy. Sometimes you need to help clients become aware of what their true needs are. Many people go through life thinking they want X. Sometimes you need to help them turn on the light to illuminate their real needs which may be better served by product/service Y. Always confirm that you understand a need. Then match it with a benefit from your product or service that solves your client’s need.
5. Match needs with benefits. How do you do this? Complete this exercise so that benefits roll off your tongue easily when talking with actual prospects. Here’s what you do:
* Title a sheet of paper horizontally or use a spread sheet with the columns: “Features” “Benefits” “Needs” “Benefit statement.”
* Write down all the features of your products/services. Next to each feature, write down the answer to this questions “So What?” The answer to that will be your benefit. (You’ve heard about doing this before, but have you really done it? Don’t rely just on what the company puts out either. Be creative and come up with lots of benefits.) Example: Feature: Web access on your phone. So What?! => Benefit: You can access any information from anywhere.
* Next take tiny yellow stickies and write down all the different problems, pains, desires, your clients and prospects have.
* Under each problem write down what the need is. Example: Problem: Getting lost finding addresses when showing clients real estate. Need: Instant direction information.
* Next take all your clients problems and match them to the appropriate benefit.
* Write in the needs in the “Needs” column.
* Last, write out a Benefit Statement for each feature that you can practice. Example: “You’ll never get lost again with the XYZ phone because it allows you to get information anywhere anytime.”
This exercise takes some time but it is one of the most powerful things you can do to prepare yourself for success. The best salespeople I know do preparations similar to this.
6. Tap into Feelings. Many people will start with a rational approach to making a decision, but in the end, how a person feels in their gut will often determine their final choice. Make sure you find out how they feel in addition to their rational needs. And it is important to use the language of feelings and to demonstrate that you understand. Examples: “How does it make you feel that your current advisor never calls you?” or “What was your feeling about that house we just toured?” A handy phrase is “I know how you Feel. I’ve Felt that way too. And what I’ve Found is..(insert helpful advice here)…” I call this the 3F’s.
7. Get a Read on Your Prospect. Here’s where you need to listen to your intuition a bit.
* It’s helpful to assess the level of desire a client has for meeting their need. Where do they fall on the spectrum from desperate (will buy anything) to confident (their awareness and feeling of need is not high enough to spur action)? Use this analysis to decide how much time to spend with them. Don’t knock your head against a brick wall trying to convert someone who feels no pain. But if you see a need that they don’t, then be sure to follow up with them in the future. Be there when they start to feel the pain of their need. Example: Prospect who is looking at new cars, but is very emotionally tied to his old clunker. You can see that he needs a new car, but he can’t see it as clearly as you yet because of his satisfaction with his current car. Be in touch with him so you can be there when his beloved car bites the dust.
* The other thing you want to read is your prospect’s personality and style. You will do well to somewhat mirror that style so that he or she will feel comfortable with you. Be too bold with a conservative person and you’ll lose them. Be too “soft-pedal” with a type-A person and they’ll be gone before you can blink. Be yourself, but be aware of how your prospect likes to interact and accommodate them.
8. Know What Your Goal is with Each Sales Interaction. This is important so that you will know when your interaction is finished. In sales you need to be efficient for both your sake and your clients’ sake. This will keep you from wasting time. The best way to do this is to actually write down your goals ahead of the meeting.
Example: I want to:
* confirm my client’s top 5 “must haves” in a home.
* get their 10-scale rating on each home I show them today.
* know their favorite and least favorite thing about each home we see.
* schedule our next meeting.
* If there is a home they love, I want to establish next steps to keep the momentum moving forward.
* ask if I met all their needs for this meeting.
9. Asking for the Sale and Closing. Closing is not just about asking for the sale, but continually moving towards that point. An example is asking for the next appointment and setting mutually agreed upon next steps for both you and the prospect.
Closing, of course, also means asking for the sale. It is amazing how many sales people climb the sales mountain and then fail to take this last crucial step. Don’t be one of them! Ask for the sale! What have you got to lose?
When should you ask for the sale? Once you’ve confirmed that you correctly understand a client’s needs and you’ve explained how the benefits of your product or service meet their needs, then ask for the sale. There are many ways to do this. This is where the art of sales comes in. Read your prospect and ask in the way that will get you a yes. This takes practice. So go ahead and practice, practice! Consult with other top sellers to learn how they speak and then use what will feel natural to you.
If you get a “no,” find out why. Are you dealing with a misunderstanding, an objection, a concern, or perhaps indifference? Explore the root reason for saying no. If the client still has a need and wants to meet it, and if you have a product/service that meets this need, then continue on. If one or more of these elements is found to be missing then it is time to move on to the next prospect. But at least you tried!
10. Follow-up and Service. Follow-up is your continued communication with prospects. Service is your continued relationship with clients.
* Follow-Up: Unless there is no need to meet or unless the prospect tells you to not contact them anymore, make sure you find a way to follow-up that not only keeps you in contact, but also provides value, whether via phone, email, newsletter, etc.. This is almost like your audition to show how you will provide service once they become a client.
* Service: Once you’ve made the sale, the relationship is just beginning. Make sure that your client gets the best service. Set reminders for staying in touch. It’s easier to make a new sale to an existing client than a prospect. And with a happy clients, you’ll be more likely to earn a referral.
11. Ask for Referrals. The 80/20 rule applies here. 20% of your clients will provide 80% of your referrals. Find those 20% and cultivate them. There are certain people in this world who really LIKE to help others with referrals. You can ask every satisfied client for a referral, but usually it will only be a handful that actually refer you business. That’s ok. And don’t be afraid to be specific about the types of referrals you are looking for. Treat these clients like gold and watch the referrals stream in. There are many ways to ask for a referral. Here are some ideas:
* Actually ask for a referral upon completion of a meeting.
* Offer an incentive for referrals. Put this on your website and all your marketing materials.
* Send out a survey to clients asking their opinion of your service and would they refer someone, “if so please fill in name or call me. If not, how can service be improved? What would make you want to refer business to us?”
* Host a seminar for clients (make sure it is valuable and serve food!) and request, encourage, or invite them to bring a friend.
* Offer an affiliate program.
12. Perseverance. Sales is a numbers game: SW³ = “Some Will. Some Won’t. So What!” You won’t win them all, and that’s ok. We all know the baseball analogy of how even the best batters miss the ball about 70% of the time. So don’t sweat the individual sales loss. Just move on to the next. With that said you do want to analyze your result patterns over time and adjust your strategy when you want different results. The idea here is to stay disciplined especially on bad days, stay focused on meeting needs, and keep evolving your strategy, tactics and skills. Slow and steady wins the race. Stay upbeat and when you’re down get rest and/or seek out positive people to help lift your spirits.
13. Look for Opportunity. Always be analyzing situations. Is there a local event you can leverage? Watch the news. Always ask yourself, “Is there a need for my business in this that could help me reach my goals? Can I fit it into my schedule? Will it be more or less effective than other activities I have planned?” Look for opportunity, analyze it’s potential, and if it is worthwhile then strike while the iron is hot! If you observe yourself shying away from a high potential idea because it’s something you’ve never tried before, challenge yourself to do it! Seek out helpers or partners! Go ahead, amaze yourself!
14. Become a Networking King. They say eating lunch alone is wasted time. Depending on your field, you should set a goal for 1-10 networking lunches per month. You should attend at least three networking functions per quarter. They don’t have to be obvious things. It might be going to a golf tournament. It might be going to an art gallery opening. Go to where your prospects and industry colleagues hang out. Include networking goals in your overall goals. Like any of these elements networking takes time to build so take it slow and build upon your successes. And by all means, have fun with it!
15. People Buy from Positive People. Be enthusiastic in your own way. Be authentic. Take responsibility if things go wrong. Watch how you speak in front of clients. Don’t blame others. Don’t complain. Don’t trash the competition. Life is Good! Life is challening, and that’s what makes it fun! Let your passion show! And, of course, on the inside, believe in yourself. You can do it!
16. Be Driven. Tap into what motivates you and connect to that everyday. Is it helping people? Is it helping your family? Is it a lifestyle you desire? A home, a car? Find ways to to get your energy flowing. The best way to do that is to move your body. Do some jumping jacks, do some stretching up to the sky, do some crazy facial exercises, and then laugh. Now you’re ready to tackle your cold calling block, or your seminar, your meeting, whatever.
17. Be Your Own Toughest Critic. Be brutally honest with yourself. Are you making real progress? In sales, the numbers don’t lie. Of course at first you need to build, but make sure you’re getting some wins. If you’re not, then don’t get sad or mad, just figure out a new way. The best sales people I know are always tweaking their strategy. Don’t let yourself get comfortable. The only thing that should stay the same is that you constantly seek better ways to improve your results.
18. Seek Guidance from Top Dogs in Your Field. This is one of the most important items. Leapfrog your knowledge by learning from those who’ve already made some mistakes. Offer to take them out to lunch. Ask to “ride-along” on their sales meetings so you can observe firsthand their magic. Ask them the secrets to their success. And offer to help them out in some way to repay their guidance.
19. If I Trust You, I Will Buy from You. Honesty, Integrity, Credibility. Build this with your actions. Do what you say you’re going to do. Answer the phone promptly. Return calls ASAP even if to say, “I got your call and I will be free to talk at this specific time.” Write down questions you don’t have the answers to and then get back to them promptly. Saying “I don’t have the answer to that right now” is not a sign of weakness. It’s a sign of honesty. Following up on that question later is a demonstration of reliability. Use these opportunities well.
20. What is Your Unique Selling Proposition? What is your “elevator speech?” This is the 1-2 minute answer to “What do you do? And, why should I do business with you?” Be outrageously creative. Be memorable. Be concise. Continue to work on this over time to get it just right. And have fun with it!
21. Use the Simplest Method Possible for Tracking Your Sales Funnel. You will have Unqualified Prospects, Qualified Prospects, Best Few Prospects, and Closed Sales. Most likely your company will have a system for this. But if they don’t or if you have your own business, find the simplest system that will do what you need. There are two major players ACT! (software based) and Salesforce (online). And now there’s a new online player from 37 Signals called HighRise. It is free for 250 contacts or less. Above that there is a monthly fee. Make sure you’re constantly feeding your sales funnel and that prospects are moving along through to closing. Analyze what is working and what is missing in your approach.
22. Stay on Top of Your Field. People like to buy things that are shiny, new, and sparkly. If your product or service isn’t new, make sure it is “sparkly” in your clients’ eyes. How? Simple. Make sure that you are meeting their most current needs. Your product or service doesn’t need to be new, but it does need to keep up with customers’ ever evolving needs.
23. It’s Not About Price, It’s About Value and Relationship. People want to solve their problems and fulfill their desires and they want to feel good about how they accomplished that. That’s value. Value is also giving extras to your clients with no extra cost and no expectations. There’s value in a relationship too. People like to be comfortable and trust the person they do business with. Show them how your product or service will meet their needs and give them something to brag about with their friends. Bragging Example: “I bought my new car at ‘Medium Priced Cars R Us.’ Anytime my car needs servicing, I get a free loaner car. And this dealership has been ranked 5-Stars by it’s clients consistently for the last 5 years. The sales person was helpful and patient with us insisting that we take our time. And when it came time to negotiate, they were very fair. And since we’ve bought the car, our sales person has called us to see how things were going with the new car.”
24. Please, Don’t Be Afraid. Really! If you feel the fear or hesitancy inside you, break through it! You have nothing to lose! Remember you are here to help. If someone doesn’t want your help, if someone is rude to you, no problem. Just move onto the next prospect. There’s billions of fish in the sea! Don’t be afraid to fail either. Learn from your experiences. Analyze them. How can you do things better next time? Sales is a big puzzle. You don’t fall apart when two puzzle pieces don’t match, right? Neither should you with sales that don’t pan out. Sales is fun! Enjoy the ride!
25. Celebrate Success and Cultivate Balance. (Balance? What’s that?) No really. Take care of your body, spirit, and personal relationships too. This can be difficult for real ‘Type-A’ personalities, which many sales people are. Make this part of your plan. Schedule it in. If this is hard for you, then enlist the help of people you know are good at this. They’ll love it and it will help you.
Getting It All Done
How do you accomplish all these elements? To quote Ghandhi, “Go slow to go fast.” This means focus on a few concepts at a time. Once those are firmly entrenched habits, then move onto the next few. Work on those until they are habits, and so on. And keep this reference handy. Refer back to it often and brush up on the ones you think could give your sales results the boost they need.
Resources:
Recommended Courses:
* The Quantum Cookbook – As a salesperson, just like a pilot, knowing where you want to go is the surest way to get there. Having a plan and taking action every day consistently is key. This course keeps your mind focused on your goals, using the power of intention to ensure you always follow through. And it has a 200% money back guarantee. (Yup, that means they’ll refund you twice your purchase price if you don’t find value in the course! You risk nothing!)
Online:
* HighRise – Brand New!! Free Contact Management System from 37 Signals. Service plans for over 250 contacts has a monthly fee. The free program includes tasks with categoires and contacts with tags. There’s more and you should definitely check it out!!
* BackPack – basic account is free. This is a to-do list program with multiple pages (each with multiple lists), calendar, reminders and whiteboards that are a group-type project application. There are so many uses for BackPack it’s pretty much limitless. For a sales person you could have a page for Networking Ideas, Marketing Ideas, Goals page, Funnel Summary page and so on. You’re only limited by your creativity.
* ACT! - software based (CRM) customer relationship management application for tracking your sales leads and client relationships.
* Should You Start Your Own Work at Home Business? Article on the pros and cons of a home-based business that will help you decide if this is the right path for you. Includes several resource links for business planning.
Books:
* The Little Red Book of Selling by Jeffrey Gitomer (Kung-Pow! In your face, tell it like it is, kick you in the pants, Sales advice)
* You Can’t Teach a Kid to Ride a Bike at a Seminar by David Sandler with John Hayes (Full of great examples and instruction on how and what to say. Very practical advice. All about results!)
* The New Strategic Selling by Stephen Heiman & Diane Sanchez (a must have for long cycle business sales)
* The New Conceptual Selling by Stephen Heiman & Diane Sanchez (a must have for long cycle business sales)
* How to Master the Art of Selling by Tom Hopkins (Great for Real Estate sales and much more)
* Advanced Selling Strategies by Brian Tracy (Great overall sales book.)
* Zig Ziglar’s Secrets of Closing the Sale by Zig Ziglar (Sales with Zig’s inspirational positive focus.)
* The 25 Sales Habits of Highly Successful Salespeople by Stephan Schiffman (Slim concise volume of super useful sales advice.)
Please Share!
What are your best sales tips? What are you selling? Leave a link! All comments big and small are very welcomed!
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How To Become a Great Salesperson
Posted on December 3rd, 2007 by Todd
motivation.jpg
My first serious job out of school was as a salesperson for a payroll company in midtown Manhattan. The mission: to convince payroll managers of small to medium-sized companies to switch services from their current provider (usually ADP) to mine.
Believe it or not, I actually craved this type of job. Why? Because I am a big believer that if you have the ability to sell things, that you will never be without work.
Although my duties were quite painful—code calling, knocking on doors—and I was rejected more than I care remember, my initial assumptions were correct and I am still a proponent that the skills required to be a great salesperson can be beneficial to almost anyone!
In this article, I will cover what I believe to be the 2 most important realizations about the mindset of a great salesperson and also 3 critical tools for putting these skills into action.
The way I see it, selling is a way of being, an approach to life, and an art form. When you really start mastering these skills, you can affect the thought patterns of the most important client of all—you!
So as you start implementing the following 5 realizations and tools, do not solely focus on how these skills will benefit your external life. Try and think how the “internal you” can benefit as well:
Realization #1: You Are ALWAYS Selling
No matter if you think of yourself as a “salesperson” or not, I can assure you that you are constantly in sales mode. Sometimes you are outwardly promoting yourself, like when negotiating a pay raise with your boss. Other times you are selling your position on daily activities, like where to go to dinner with your spouse.
Right now, I am selling you this blog, and my writing skills. If you forward this article on to a friend, you are selling her on reading it. “Sales” is all around you, all the time. Listening, communicating, making decisions and taking action are things we ALL do on a daily basis and are also the skills a great salesperson purposefully develops to his/her advantage.
Realization #2: The One Thing You Are ALWAYS Selling is Yourself
The greatest salespeople acquire success through the spread of genuine enthusiasm about the product, service or concept they are selling, and it all starts with effective communication. The product, service or concept becomes secondary once the passion and motivating language take charge of the situation.
Great salespeople can be successful promoting seemingly useless items because their language is such that inspires other people to act. They truly believe in that item, and you can feel it. And its not just the words that come out of their mouth, it’s the body language and the confidence they portray. They sense of trust and confidence they instill in us becomes the very thing we “buy” from them.
Here are 3 of the most important tools for successful selling:
1. Cultivate Ability to Listen
Successful selling is NOT accomplished through jamming your viewpoint down the other person’s throat. This approach may work sometimes, but to truly be a great salesperson it is necessary to listen to the needs of those you are selling.
By asking relevant questions you get to the root cause of their problems and start to really hear the other party’s concerns. Any great salesperson will tell you that developing the skill of listening is their primary component to success. But do not be fooled—this is a very hard skill to habituate and you must actively practice the art of listening.
Once you get this skill down, you can begin to understand how your service, product or concept can address the other person’s root problems. THIS is how you really start to sell someone.
2. Have Unyielding Belief in What You Are Doing
The next step to becoming a great seller is to have firm belief in the product, service or concept you are selling. If your job is to sell vacuum cleaners, but you do not believe your product is the best one out there, switch jobs. OR, if this is not a possibility, focus your sales pitch in an area where you are certain your product is the best.
The point is: uncertainty and doubt have a way of coming across in your communication with others without you realizing it. Remember, no matter what product or service you are promoting, the item you are really selling is yourself. If you do not have unyielding belief in your product, then you will have difficulty generating the motivating language necessary to be successful.
3. Formulate Solutions By Taking Yourself Out of the Equation
The last step to effective selling is to create solutions for others without thinking about your own personal goals! Most of us think of salespeople as being highly personally motivated; we think of them as aggressive, money hungry creatures that are only out to make some money for themselves.
The truth is, what sets the greatest salespeople apart is a willingness to create solutions for clients without thinking of themselves at all. Through active listening, the best salespeople acquire a sense for the true needs of those they are selling and then provide the most relevant solutions without taking into account their own ambitions.
The amazing thing (and one of the true secrets to successful selling), is that when you adopt this mindset the sales start to roll in, and all the personal goals you have happen anyway!
Sales as a Personal Development Tool
I hinted at the beginning of this article that cultivating sales skills can also serve as an effective self-improvement tool. This premise is certainly worthy of its own article (and I might just do that), but I really want to make the point that the skills described above can be valuable to you outside the realm of your job and profession.
Developing the skills of active listening, unyielding belief, and not thinking of yourself has limitless possibilities in many areas of your life. Start looking at it this way, and take the time to make yourself an expert salesperson!
Popularity: 20% [?]
Business, Career, Marketing, Productivity
motivation.jpg
My first serious job out of school was as a salesperson for a payroll company in midtown Manhattan. The mission: to convince payroll managers of small to medium-sized companies to switch services from their current provider (usually ADP) to mine.
Believe it or not, I actually craved this type of job. Why? Because I am a big believer that if you have the ability to sell things, that you will never be without work.
Although my duties were quite painful—code calling, knocking on doors—and I was rejected more than I care remember, my initial assumptions were correct and I am still a proponent that the skills required to be a great salesperson can be beneficial to almost anyone!
In this article, I will cover what I believe to be the 2 most important realizations about the mindset of a great salesperson and also 3 critical tools for putting these skills into action.
The way I see it, selling is a way of being, an approach to life, and an art form. When you really start mastering these skills, you can affect the thought patterns of the most important client of all—you!
So as you start implementing the following 5 realizations and tools, do not solely focus on how these skills will benefit your external life. Try and think how the “internal you” can benefit as well:
Realization #1: You Are ALWAYS Selling
No matter if you think of yourself as a “salesperson” or not, I can assure you that you are constantly in sales mode. Sometimes you are outwardly promoting yourself, like when negotiating a pay raise with your boss. Other times you are selling your position on daily activities, like where to go to dinner with your spouse.
Right now, I am selling you this blog, and my writing skills. If you forward this article on to a friend, you are selling her on reading it. “Sales” is all around you, all the time. Listening, communicating, making decisions and taking action are things we ALL do on a daily basis and are also the skills a great salesperson purposefully develops to his/her advantage.
Realization #2: The One Thing You Are ALWAYS Selling is Yourself
The greatest salespeople acquire success through the spread of genuine enthusiasm about the product, service or concept they are selling, and it all starts with effective communication. The product, service or concept becomes secondary once the passion and motivating language take charge of the situation.
Great salespeople can be successful promoting seemingly useless items because their language is such that inspires other people to act. They truly believe in that item, and you can feel it. And its not just the words that come out of their mouth, it’s the body language and the confidence they portray. They sense of trust and confidence they instill in us becomes the very thing we “buy” from them.
Here are 3 of the most important tools for successful selling:
1. Cultivate Ability to Listen
Successful selling is NOT accomplished through jamming your viewpoint down the other person’s throat. This approach may work sometimes, but to truly be a great salesperson it is necessary to listen to the needs of those you are selling.
By asking relevant questions you get to the root cause of their problems and start to really hear the other party’s concerns. Any great salesperson will tell you that developing the skill of listening is their primary component to success. But do not be fooled—this is a very hard skill to habituate and you must actively practice the art of listening.
Once you get this skill down, you can begin to understand how your service, product or concept can address the other person’s root problems. THIS is how you really start to sell someone.
2. Have Unyielding Belief in What You Are Doing
The next step to becoming a great seller is to have firm belief in the product, service or concept you are selling. If your job is to sell vacuum cleaners, but you do not believe your product is the best one out there, switch jobs. OR, if this is not a possibility, focus your sales pitch in an area where you are certain your product is the best.
The point is: uncertainty and doubt have a way of coming across in your communication with others without you realizing it. Remember, no matter what product or service you are promoting, the item you are really selling is yourself. If you do not have unyielding belief in your product, then you will have difficulty generating the motivating language necessary to be successful.
3. Formulate Solutions By Taking Yourself Out of the Equation
The last step to effective selling is to create solutions for others without thinking about your own personal goals! Most of us think of salespeople as being highly personally motivated; we think of them as aggressive, money hungry creatures that are only out to make some money for themselves.
The truth is, what sets the greatest salespeople apart is a willingness to create solutions for clients without thinking of themselves at all. Through active listening, the best salespeople acquire a sense for the true needs of those they are selling and then provide the most relevant solutions without taking into account their own ambitions.
The amazing thing (and one of the true secrets to successful selling), is that when you adopt this mindset the sales start to roll in, and all the personal goals you have happen anyway!
Sales as a Personal Development Tool
I hinted at the beginning of this article that cultivating sales skills can also serve as an effective self-improvement tool. This premise is certainly worthy of its own article (and I might just do that), but I really want to make the point that the skills described above can be valuable to you outside the realm of your job and profession.
Developing the skills of active listening, unyielding belief, and not thinking of yourself has limitless possibilities in many areas of your life. Start looking at it this way, and take the time to make yourself an expert salesperson!
Popularity: 20% [?]
Business, Career, Marketing, Productivity
How to Become the Best Salesperson You Can Be
Edited byDenmark www.FirstMillionHere.com and 10 others
Article
Edit Discuss History
Become the Best Salesperson You Can Be
How to get people to buy from a salesperson - it isn't a secret or magic. It is hard work, and requires determination and a sense of respect for both yourself and the customer.
Edit Steps
1.
1
Dress to look your best. If you look like a slob, nobody will want to buy or go near you. If you look like you respect yourself, others will respect you too. It doesn't matter what you are selling, aim to always look smart and like you care and intend to move up the ranks.
Ads by Google
Instant Grammar Checker
Correct All Grammar Errors And Enhance Your Writing. Try Now!
www.Grammarly.com/Grammar_Checker
2.
2
Be authentic. If you act fake, people will pick up on it and be turned off. Genuinely care about people and their wants and you will be better placed to service their needs.
3.
3
Be conscious of the way you are acting. Don't be too loud, too over-bearing, yet don't be too aloof. Use the techniques of public speaking to assist you, and remember that you are always setting a good example to others in your industry.
4.
4
Be friendly. Don't wait for a customer to approach you. Go and greet your customer, and offer to help find whatever s/he is looking for.
5.
5
Show confidence. People will trust you more if you are confident in both yourself and what you are selling. Show a clear preference for one item over another, if two similar items are being considered. Studies show that when the salesperson identifies a product as superior to other similar products, the customer will purchase that product more often. If you have no preference for one over the other, try to figure out which one the customer likes better, and show preference for that one. It's all about making the customer comfortable and confident in the purchase.
6.
6
Be knowledgeable about your merchandise. Know what you're selling, inside and out. Know what products or merchandise you have that relates to others. In this way, you will be able to increase your sales by recommending related items.
7.
7
Go with your customer. How many times have you seen a customer come up to a salesperson, ask where to find an item, and seen the salesperson say, "Ummm, that's in Aisle 12." He points and the customer is left to go search again, after he or she has already tried and been frustrated. Don't do this. Put down what you are doing, and go with the customer until you find the item asked for. In fact, stay with that customer as long as he or she seems interested in chatting with you.
8.
8
Find out the real reason why someone wants to buy a product. This is a fancy way of saying "Talk to the customer." There are underlying reasons and motivations why people buy. Find out by asking and giving them room to think through the options, including any drawbacks. Talking with customers in a friendly, knowledgeable way will reinforce their image of you as the expert in this line of merchandise, and will make them more confident of purchases they make from you.
9.
9
Like your job. In fact, be passionate about it. People tend to work better when they like and love what they're doing. If you hate your job, you won't do as well at it; if this continues, you are in need of changing career tracks.
10.
10
Close the sale. Don't just drag around with the customers, know when to close the deal and ring them up. This is a fine line to walk: on one hand, the longer a customer stays in the store - up to a point - the more s/he will buy. On the other hand, a customer laden with items and wandering aimlessly may reconsider some of those purchases as they become heavier and harder to carry. Watch closely and as soon as you sense the corner being turned, escort the customer to the cash register, and finish the sale.
Ads by Google
AUTOBOXPLUS
Unique Online Car Shopping Mall Enjoy Buying Japanese Used Cars!
www.autoboxplus.com
Fact Based Selling
Learn how to analyze data and find golden nuggets. Training workshops
www.delta-assoc.com
Article
Edit Discuss History
Become the Best Salesperson You Can Be
How to get people to buy from a salesperson - it isn't a secret or magic. It is hard work, and requires determination and a sense of respect for both yourself and the customer.
Edit Steps
1.
1
Dress to look your best. If you look like a slob, nobody will want to buy or go near you. If you look like you respect yourself, others will respect you too. It doesn't matter what you are selling, aim to always look smart and like you care and intend to move up the ranks.
Ads by Google
Instant Grammar Checker
Correct All Grammar Errors And Enhance Your Writing. Try Now!
www.Grammarly.com/Grammar_Checker
2.
2
Be authentic. If you act fake, people will pick up on it and be turned off. Genuinely care about people and their wants and you will be better placed to service their needs.
3.
3
Be conscious of the way you are acting. Don't be too loud, too over-bearing, yet don't be too aloof. Use the techniques of public speaking to assist you, and remember that you are always setting a good example to others in your industry.
4.
4
Be friendly. Don't wait for a customer to approach you. Go and greet your customer, and offer to help find whatever s/he is looking for.
5.
5
Show confidence. People will trust you more if you are confident in both yourself and what you are selling. Show a clear preference for one item over another, if two similar items are being considered. Studies show that when the salesperson identifies a product as superior to other similar products, the customer will purchase that product more often. If you have no preference for one over the other, try to figure out which one the customer likes better, and show preference for that one. It's all about making the customer comfortable and confident in the purchase.
6.
6
Be knowledgeable about your merchandise. Know what you're selling, inside and out. Know what products or merchandise you have that relates to others. In this way, you will be able to increase your sales by recommending related items.
7.
7
Go with your customer. How many times have you seen a customer come up to a salesperson, ask where to find an item, and seen the salesperson say, "Ummm, that's in Aisle 12." He points and the customer is left to go search again, after he or she has already tried and been frustrated. Don't do this. Put down what you are doing, and go with the customer until you find the item asked for. In fact, stay with that customer as long as he or she seems interested in chatting with you.
8.
8
Find out the real reason why someone wants to buy a product. This is a fancy way of saying "Talk to the customer." There are underlying reasons and motivations why people buy. Find out by asking and giving them room to think through the options, including any drawbacks. Talking with customers in a friendly, knowledgeable way will reinforce their image of you as the expert in this line of merchandise, and will make them more confident of purchases they make from you.
9.
9
Like your job. In fact, be passionate about it. People tend to work better when they like and love what they're doing. If you hate your job, you won't do as well at it; if this continues, you are in need of changing career tracks.
10.
10
Close the sale. Don't just drag around with the customers, know when to close the deal and ring them up. This is a fine line to walk: on one hand, the longer a customer stays in the store - up to a point - the more s/he will buy. On the other hand, a customer laden with items and wandering aimlessly may reconsider some of those purchases as they become heavier and harder to carry. Watch closely and as soon as you sense the corner being turned, escort the customer to the cash register, and finish the sale.
Ads by Google
AUTOBOXPLUS
Unique Online Car Shopping Mall Enjoy Buying Japanese Used Cars!
www.autoboxplus.com
Fact Based Selling
Learn how to analyze data and find golden nuggets. Training workshops
www.delta-assoc.com
Стив Жобс шиг борлуулагч болохыг хүсвэл 2010 оны 9-р сарын 30
Стив Жобс шиг борлуулагч болохыг хүсвэл
Орчин үеийн борлуулалтын менежмент байгууллагын ажилтан бүр борлуулагч байхыг шаардах болжээ. Компанийн захирал бүтээгдэхүүн үйлчилгээгээ танилцуулж, рекламны дүр төрхөөрөө компанийнхаа ажилтныг сонгох нь их болж байна.
Үүний тод илрэл нь Америкийн “Apple” корпорацийн гүйцэтгэх захирал Стив Жобс юм. Тэрээр 2001 онд iPod хөгжим тоглуулагчийг зах зээлд гаргахын өмнө борлуулалтын танилцуулгаа өөрөө хийсэн юм. Тухайн үед зах зээлд CD тоглуулагч, Flash тоглуулагч, MP3 гэсэн гурван өрсөлдөгч бүтээгдэхүүн байлаа.
Үнийн хувьд 75$, 150$, 150$ байсан бол iPod-ын анхны үнэ 300$ байлаа. Стив Жобс “...Та CD тоглуулагч худалдан авч болох бөгөөд энэ нь 75$-ийн үнэтэй. Нэг CD-нд 15 дуу багтдаг гэвэл та нэг дуунд 5 доллар төлж байна.
Харин та Flash тоглуулагч худалдан авбал 150$ төлнө. Бас 15 дуу багтах ба та нэг дуунд 10$ төлж байна. Мөн MP3 авбал 150$ бөгөөд 150 дуу багтана. Тэгэхээр 1 дуунд 1$ доллар төлнө. Харин iPod 300$ үнэтэй боловч 1000 дуу багтана. Та нэг дууг 30 центээр сонсох боломжтой” хэмээн танилцуулсан нь iPod-ын борлуулалтыг эрс нэмэгдүүлсэн юм.
Манай орны компани, аж ахуй нэгжүүд ч байгууллагын ажилтан бүр борлуулагч байх ёстой гэсэн энэхүү хандлагыг мэдрэн, ажилтнуудаа борлуулалтын чиглэлээр мэргэшүүлэх, сургалтанд хамруулах сонирхолтой болжээ. Монголын Лектор Төвөөс амралтын өдрүүдэд хичээлүүлдэг “Мастер борлуулагч” сургалт 10 сарын 2, 3-нд хичээллэх гэж байна. Худалдах, борлуулах ур чадвар олгох тус сургалтаар борлуулалтын мэргэжилтэнд байх ёстой бүхий л суурь мэдлэгийг олгох болно.
Дашрамд дуулгахад Монголын Лектор Төвөөс TV5 телевизтэй хамтран зохион байгуулж буй “Шилдэг борлуулагч” ТВ реалити нэвтрүүлэг тун удахгүй цацагдаж эхлэх болно.
Орчин үеийн борлуулалтын менежмент байгууллагын ажилтан бүр борлуулагч байхыг шаардах болжээ. Компанийн захирал бүтээгдэхүүн үйлчилгээгээ танилцуулж, рекламны дүр төрхөөрөө компанийнхаа ажилтныг сонгох нь их болж байна.
Үүний тод илрэл нь Америкийн “Apple” корпорацийн гүйцэтгэх захирал Стив Жобс юм. Тэрээр 2001 онд iPod хөгжим тоглуулагчийг зах зээлд гаргахын өмнө борлуулалтын танилцуулгаа өөрөө хийсэн юм. Тухайн үед зах зээлд CD тоглуулагч, Flash тоглуулагч, MP3 гэсэн гурван өрсөлдөгч бүтээгдэхүүн байлаа.
Үнийн хувьд 75$, 150$, 150$ байсан бол iPod-ын анхны үнэ 300$ байлаа. Стив Жобс “...Та CD тоглуулагч худалдан авч болох бөгөөд энэ нь 75$-ийн үнэтэй. Нэг CD-нд 15 дуу багтдаг гэвэл та нэг дуунд 5 доллар төлж байна.
Харин та Flash тоглуулагч худалдан авбал 150$ төлнө. Бас 15 дуу багтах ба та нэг дуунд 10$ төлж байна. Мөн MP3 авбал 150$ бөгөөд 150 дуу багтана. Тэгэхээр 1 дуунд 1$ доллар төлнө. Харин iPod 300$ үнэтэй боловч 1000 дуу багтана. Та нэг дууг 30 центээр сонсох боломжтой” хэмээн танилцуулсан нь iPod-ын борлуулалтыг эрс нэмэгдүүлсэн юм.
Манай орны компани, аж ахуй нэгжүүд ч байгууллагын ажилтан бүр борлуулагч байх ёстой гэсэн энэхүү хандлагыг мэдрэн, ажилтнуудаа борлуулалтын чиглэлээр мэргэшүүлэх, сургалтанд хамруулах сонирхолтой болжээ. Монголын Лектор Төвөөс амралтын өдрүүдэд хичээлүүлдэг “Мастер борлуулагч” сургалт 10 сарын 2, 3-нд хичээллэх гэж байна. Худалдах, борлуулах ур чадвар олгох тус сургалтаар борлуулалтын мэргэжилтэнд байх ёстой бүхий л суурь мэдлэгийг олгох болно.
Дашрамд дуулгахад Монголын Лектор Төвөөс TV5 телевизтэй хамтран зохион байгуулж буй “Шилдэг борлуулагч” ТВ реалити нэвтрүүлэг тун удахгүй цацагдаж эхлэх болно.
Үнэ ба үнэ цэнэ тэгээд борлуулагч
Бизнесийн салбарт ажилладаг хэн ч бай үргэлж борлуулалт, үйлчилгээний ажилтнууд, бүтээгдэхүүн үйлчилгээгээ сайн мэддэг байх ёстой, хэрэглэгчидтэй сайхан инээмсэглэж найрсаг ханддаг байх ёстой гэх мэт зүйлсийг байнга ярьдаг билээ. Гэхдээ өнөөдөр би арай өөр өнцгөөс, сонирхолтой бодит жишээнүүд (маш олон) дээр тулгуурлаж борлуулалтын талаар та бүхэнтэй бодол санаагаа хуваалцахыг зорилоо.
Та чухам юу борлуулдаг вэ?
Тоолж тоочиж баршгүй олон бүтээгдэхүүн үйлчилгээ энд багтах биз . Аливаа бүтээгдэхүүнийг борлуулахад дараах 2 ойлголт байдаг. Бүтээгдэхүүний үзүүлэлт ба бүтээгдэхүүний хэрэглэгчид өгөх үнэ цэнэ гэж байна. Та бидний өдөр тутам ашигладаг балан дээр жишээ авч тайлбарлавал илүү ойлгомжтой болох болов уу.
За миний борлуулах гэж байгаа балны үзүүлэлт гэвэл хуванцар биетэй, хавчаартай, хар гялгар өнгөтэй, доторх бал нь нарийн үзүүртэй, ард нь байдаг товчыг (товч гэж арай хэлдэггүй байхаа гэхдээ үүнээс өөр үг олдсонгүй) дарж балыг ил гаргаж эсвэл далд оруулдаг. За тэгвэл энэ балны хэрэглэгчдэд өгөх үнэ цэнэ юу вэ? Энэ бал бол хуванцар биетэй тул хөнгөн, хавчаартай тул цамцнаасаа бэхэлснээр хаягдахгүй, хар гялгар өнгө нь таныг дэгжин харагдуулна, бал нь нарын үзүүртэй тул таны бичгийг тасалдалгүй цэмцгэр харагдуулна, арын үзүүрт байдаг товчыг дарж балыг далд оруулснаар хувцас тань бохир болохгүй. Тэгэхээр хэрэглэгчид тухайн бүтээгдэхүүний өөрт нь өгөх үнэ цэнийг үнэлж худалдан авах шийдвэр гаргахаас бус үзүүлэлтийг тийм ч чухалчилдаггүй гэсэн үг. Дээр дурдсан балны дэргэд яг адилхан харагдах боловч их бие нь төмрөөр хийсэн, ганган гялгар будаггүй бал байлаа гэж бодъё. Энэ балны их бие төмрөөр хийгдсэн учраас хугарахгүй бат бөх боловч харагдах байдалаараа тийм ч дэгжин биш учраас хэрэглэгчийг ганган дэгжин харагдуулж чадахгүй юм. Тэгвэл энэ үнэ цэнийн ялгааг борлуулагч сайтар мэдэж, ямар хүнд аль бүтээгдэхүүнийг санал болгохоо мэдснээр борлуулалтаа амжилттай хийнэ гэсэн үг. Өөрөөр хэлвэл хүнд хүчир ажил хийдэг, байнга гадуур ажилладаг эрэгтэй хүнд төмөр балыг санал болгох, оффист ажилладаг магадгүй эмэгтэй хүнд хуванцар балыг санал болгох жишээтэй. Эсрэгээр ажиллавал аль ч балыг борлуулж чадахгүй эсвэл яаж ийгээд борлууллаа гэхэд тэр хэрэглэгч сэтгэл ханамж авч чадаагүй болохоор тэр борлуулагч дээр эргэж ирэхгүй байж болох юм.
Борлуулалтын онолоор бол "өөрийгөө борлуулах" гэж хэлдэг. Биеэ үнэлэгчээс тэс өөр ойлголт шүү! Нөхдөө. Борлуулалтын ажилтан борлуулах ур чадвараа зарж байна гэсэн үг. Дахиад жишээ татъя.
Нэгэн үл хөдлөх хөрөнгийн борлуулалтын агентлагийн ГАЗАР борлуулагч бусдаасаа ямагт илүү ихийг зардаг байжээ. Судлаад үзэхэд тэр борлуулагч зөвхөн тэр хэсэг газрыг нэгд нэгэнгүй үзүүлж хэмжээ болон хэлбэрийг ярихаасаа илүү энэ газрын хаана нь ямар гоё байшин барьж болох, ямар үзэсгэлэнтэй цэцэрлэг, саравч, сагсан бөмбөг эсвэл теннисны талбай байгуулж болох, таны хүүхдүүд энэ газар хэрхэн аюулгүй баяр хөөртай өсч торниж болохыг, таны гэр бүл хэрхэн аз жаргалтай амьдрах, ирээдүйд ойр орчин хэрхэн хөгжин цэцэглэх талаар худалдан авагчдын нүдэнд харагдтал ойлгуулснаар борлуулалтаа амжилттай хийж чаддаг байжээ.
Үнийн талаар саналаа хуваалцая. Таны зарж борлуулдаг бүтээгдэхүүн үйлчилгээг өөр хэн нэгэн хямд үнээр зараад байхад бид яаж зарах вэ? Та бид дэлгүүрт ороод дандаа хямдханыг нь сонгодог уу бодоод үзээрэй. Үгүй л байх вий. Дахиад л нэг жишээ татъя.
Нэгэн компани борлуулалтын ажилтнуудын дунд нэгэн судалгаа явуулжээ. Борлуулалтын үзүүлэлт нь муу ажилтнууд бараг бүгдээрээ үнэ өндөр учраас худалдан авагчид манай бүтээгдэхүүнийн худалдан авахгүй байна, үнийг бууруулвал би борлуулалтыг өсгөж чадна гэжээ. Тэдгээр ажилтнуудын зарах бүтээгдэхүүнүүдийн үнийг бууруулж өрсөлдөгчдийнхөөс хямд болгожээ. Харамсалтай нь борлуулалт өсөөгүй байна. Тэгэхээр үнэ бүх зүйлийн хариулт биш байгаа биз?
Өөр нэгэн жишээ. Нэгэн хотод Смирнофын өрсөлдөгч яг Смирнофын архи шиг архи үйлдвэрлэж, түүнийгээ Смирнофтой яг ижил боловч 1 доллараар хямд гэсэн сурталчилгаа маш идэвхтэй явуулснаар Смирнофын борлуулалтыг огцом унагасан байна. Смирнофын борлуулалт маркетингийн ажилтнууд хэрхэн энэ компанитай өрсөлдөх вэ гэж хурал хийжээ. Нэг хэсэгнь үнээ хямдруулвал борлуулалтыг өсгөнө гэж үзсэн бол нөгөө хэсэг бүр эсрэг санал гаргаснаар борлуулалтаа буцааж өсгөж чаджээ. Энэ ямар арга байв? Тэд үнээ 2 доллараар нэмсэн байна. Ямар тэнэг хэрэг вэ гэж өрсөлдөгчид нь бодож байсан биз. Гэтэл хэрэглэгчид худалдан авах шийдвэр гаргахдаа Смирноф архи илүү чанартай найдвартай учраас илүү үнэтэй байна гэж үзээд Смирноф архийг сонгож эхэлсэн байна. Үнээ нэмээд борлуулалтаа өсгөнө гэдэг гайхалтай биш гэж үү. Тэгэхээр борлуулалт үнээс биш үнэ цэнээс хамааралтай байдаг учраас борлуулах гэж буй барааныхаа үнэ цэнийг хамгийн сайн ойлгосон борлуулагч тэр бүтээгдэхүүнийг борлуулж чаддаг юм байна.
За тэгээд борлуулагч хүн гэдэг сэргэлэн овсгоотой, хэрэглэгчдийн шийдвэр гаргалтыг гацаагаад байгаа асуудал болон шийдлийг олж чаддаг байх хэрэгтэй. Үүнийг хэлэгчийнхээ арьсан дотор орох ч гэж ярьдаг. Жишээ жишээ бас дахин жишээ.
Нэгэн дэлгүүрт шинэ вино иржээ. Зарим нэгэн өндөр борлуулалттай боловч чанараар гүйцэхгүй винонуудын хажууд хамаагүй ихээр борлогдоно гэж борлууллатын менежер найдаж байв. Гэтэл борлуулалт 0 заасаар байв. Үнээ хямдруулсан ч борлуулалт өссөнгүй. Хэрэглэгчид хэрэглэгч заншсан бүтээгдэхүүнээсээ салах дургүй, шинэ виног хүлээж авахгүй байжээ. Борлуулалтын менежер нэг өдөр нэг хуудас цаас болон бал шүүрч гараад борлуулалтыг асар ихээр хийж эхэлжээ. Ганц хуудас цаас, нэг балны тусламжтайгаар борлуулалтыг өсгөж шүү дээ. Сонихролтой байгаа биз?Яаж? Санаанд оромгүй энгийн арга байжээ. Борлуулалтын менежер өнөөх виноны дэргэд ердөө л ийм бичиг тавьжээ.
"энэ алс холоос ирсэн амт чанартай вино манайд цөөн тоогоор ирсэн тул
нэг хүнд нэгээс илүүг худалдахгүй"
- Нэгэн компани гадаадын алдартай брэндийн зурагт оруулж ирж заржээ. Үнийн хувьд өрсөлдөгчдийнхөөс хямд боловч борлуулалт тийм ч сайн явахгүй байж.Борлуултыг өсгөх зорилгоор банкны зээлээр борлуулж эхэлсэн нь олигтой үр дүнд хүрэхгүй л байв. Гэтэл нэг худалдагч ажилд орж асар ихийг борлуулж эхэлсэн байна. Тэр худалдан авагчдад ердөө л ингэж хэлдэг гэнэ. "та өдөрт ердөө 1000 төгрөг төлөөд ийм зурагттай болж болно" Үнэхээр бид өдөрт хэрэгтэй хэрэггүй зүйлд 1000 байтугай төгрөг зардаг шүү дээ.
Эцэст нь хэлэхэд хэрэглэгчид маш олон бүтээгдэхүүн үйлчилгээнээс өөрт үнэхээр ашиг тустайг нь сонгох гэж л худалдан авалт хийдгийг та бүгд мэднэ. Маркетингийн хүн /маркетер/ бол өөрийн ямар ч бүтээгдэхүүн үйлчилгээг өрсөлдөгчөөс үл хамааран хэрэглэгчдэд ашиг тустай гэдгийг ойлгуулж чаддаг байх хэрэгтэй. Ийм хүн тун ховор ч байдаг гэдэгт би итгэдэг.
Posted by Z.Gankhuyag at 8:21 PM
http://crazy-marketing.blogspot.com/2010/10/blog-post.html
Та чухам юу борлуулдаг вэ?
Тоолж тоочиж баршгүй олон бүтээгдэхүүн үйлчилгээ энд багтах биз . Аливаа бүтээгдэхүүнийг борлуулахад дараах 2 ойлголт байдаг. Бүтээгдэхүүний үзүүлэлт ба бүтээгдэхүүний хэрэглэгчид өгөх үнэ цэнэ гэж байна. Та бидний өдөр тутам ашигладаг балан дээр жишээ авч тайлбарлавал илүү ойлгомжтой болох болов уу.
За миний борлуулах гэж байгаа балны үзүүлэлт гэвэл хуванцар биетэй, хавчаартай, хар гялгар өнгөтэй, доторх бал нь нарийн үзүүртэй, ард нь байдаг товчыг (товч гэж арай хэлдэггүй байхаа гэхдээ үүнээс өөр үг олдсонгүй) дарж балыг ил гаргаж эсвэл далд оруулдаг. За тэгвэл энэ балны хэрэглэгчдэд өгөх үнэ цэнэ юу вэ? Энэ бал бол хуванцар биетэй тул хөнгөн, хавчаартай тул цамцнаасаа бэхэлснээр хаягдахгүй, хар гялгар өнгө нь таныг дэгжин харагдуулна, бал нь нарын үзүүртэй тул таны бичгийг тасалдалгүй цэмцгэр харагдуулна, арын үзүүрт байдаг товчыг дарж балыг далд оруулснаар хувцас тань бохир болохгүй. Тэгэхээр хэрэглэгчид тухайн бүтээгдэхүүний өөрт нь өгөх үнэ цэнийг үнэлж худалдан авах шийдвэр гаргахаас бус үзүүлэлтийг тийм ч чухалчилдаггүй гэсэн үг. Дээр дурдсан балны дэргэд яг адилхан харагдах боловч их бие нь төмрөөр хийсэн, ганган гялгар будаггүй бал байлаа гэж бодъё. Энэ балны их бие төмрөөр хийгдсэн учраас хугарахгүй бат бөх боловч харагдах байдалаараа тийм ч дэгжин биш учраас хэрэглэгчийг ганган дэгжин харагдуулж чадахгүй юм. Тэгвэл энэ үнэ цэнийн ялгааг борлуулагч сайтар мэдэж, ямар хүнд аль бүтээгдэхүүнийг санал болгохоо мэдснээр борлуулалтаа амжилттай хийнэ гэсэн үг. Өөрөөр хэлвэл хүнд хүчир ажил хийдэг, байнга гадуур ажилладаг эрэгтэй хүнд төмөр балыг санал болгох, оффист ажилладаг магадгүй эмэгтэй хүнд хуванцар балыг санал болгох жишээтэй. Эсрэгээр ажиллавал аль ч балыг борлуулж чадахгүй эсвэл яаж ийгээд борлууллаа гэхэд тэр хэрэглэгч сэтгэл ханамж авч чадаагүй болохоор тэр борлуулагч дээр эргэж ирэхгүй байж болох юм.
Борлуулалтын онолоор бол "өөрийгөө борлуулах" гэж хэлдэг. Биеэ үнэлэгчээс тэс өөр ойлголт шүү! Нөхдөө. Борлуулалтын ажилтан борлуулах ур чадвараа зарж байна гэсэн үг. Дахиад жишээ татъя.
Нэгэн үл хөдлөх хөрөнгийн борлуулалтын агентлагийн ГАЗАР борлуулагч бусдаасаа ямагт илүү ихийг зардаг байжээ. Судлаад үзэхэд тэр борлуулагч зөвхөн тэр хэсэг газрыг нэгд нэгэнгүй үзүүлж хэмжээ болон хэлбэрийг ярихаасаа илүү энэ газрын хаана нь ямар гоё байшин барьж болох, ямар үзэсгэлэнтэй цэцэрлэг, саравч, сагсан бөмбөг эсвэл теннисны талбай байгуулж болох, таны хүүхдүүд энэ газар хэрхэн аюулгүй баяр хөөртай өсч торниж болохыг, таны гэр бүл хэрхэн аз жаргалтай амьдрах, ирээдүйд ойр орчин хэрхэн хөгжин цэцэглэх талаар худалдан авагчдын нүдэнд харагдтал ойлгуулснаар борлуулалтаа амжилттай хийж чаддаг байжээ.
Үнийн талаар саналаа хуваалцая. Таны зарж борлуулдаг бүтээгдэхүүн үйлчилгээг өөр хэн нэгэн хямд үнээр зараад байхад бид яаж зарах вэ? Та бид дэлгүүрт ороод дандаа хямдханыг нь сонгодог уу бодоод үзээрэй. Үгүй л байх вий. Дахиад л нэг жишээ татъя.
Нэгэн компани борлуулалтын ажилтнуудын дунд нэгэн судалгаа явуулжээ. Борлуулалтын үзүүлэлт нь муу ажилтнууд бараг бүгдээрээ үнэ өндөр учраас худалдан авагчид манай бүтээгдэхүүнийн худалдан авахгүй байна, үнийг бууруулвал би борлуулалтыг өсгөж чадна гэжээ. Тэдгээр ажилтнуудын зарах бүтээгдэхүүнүүдийн үнийг бууруулж өрсөлдөгчдийнхөөс хямд болгожээ. Харамсалтай нь борлуулалт өсөөгүй байна. Тэгэхээр үнэ бүх зүйлийн хариулт биш байгаа биз?
Өөр нэгэн жишээ. Нэгэн хотод Смирнофын өрсөлдөгч яг Смирнофын архи шиг архи үйлдвэрлэж, түүнийгээ Смирнофтой яг ижил боловч 1 доллараар хямд гэсэн сурталчилгаа маш идэвхтэй явуулснаар Смирнофын борлуулалтыг огцом унагасан байна. Смирнофын борлуулалт маркетингийн ажилтнууд хэрхэн энэ компанитай өрсөлдөх вэ гэж хурал хийжээ. Нэг хэсэгнь үнээ хямдруулвал борлуулалтыг өсгөнө гэж үзсэн бол нөгөө хэсэг бүр эсрэг санал гаргаснаар борлуулалтаа буцааж өсгөж чаджээ. Энэ ямар арга байв? Тэд үнээ 2 доллараар нэмсэн байна. Ямар тэнэг хэрэг вэ гэж өрсөлдөгчид нь бодож байсан биз. Гэтэл хэрэглэгчид худалдан авах шийдвэр гаргахдаа Смирноф архи илүү чанартай найдвартай учраас илүү үнэтэй байна гэж үзээд Смирноф архийг сонгож эхэлсэн байна. Үнээ нэмээд борлуулалтаа өсгөнө гэдэг гайхалтай биш гэж үү. Тэгэхээр борлуулалт үнээс биш үнэ цэнээс хамааралтай байдаг учраас борлуулах гэж буй барааныхаа үнэ цэнийг хамгийн сайн ойлгосон борлуулагч тэр бүтээгдэхүүнийг борлуулж чаддаг юм байна.
За тэгээд борлуулагч хүн гэдэг сэргэлэн овсгоотой, хэрэглэгчдийн шийдвэр гаргалтыг гацаагаад байгаа асуудал болон шийдлийг олж чаддаг байх хэрэгтэй. Үүнийг хэлэгчийнхээ арьсан дотор орох ч гэж ярьдаг. Жишээ жишээ бас дахин жишээ.
Нэгэн дэлгүүрт шинэ вино иржээ. Зарим нэгэн өндөр борлуулалттай боловч чанараар гүйцэхгүй винонуудын хажууд хамаагүй ихээр борлогдоно гэж борлууллатын менежер найдаж байв. Гэтэл борлуулалт 0 заасаар байв. Үнээ хямдруулсан ч борлуулалт өссөнгүй. Хэрэглэгчид хэрэглэгч заншсан бүтээгдэхүүнээсээ салах дургүй, шинэ виног хүлээж авахгүй байжээ. Борлуулалтын менежер нэг өдөр нэг хуудас цаас болон бал шүүрч гараад борлуулалтыг асар ихээр хийж эхэлжээ. Ганц хуудас цаас, нэг балны тусламжтайгаар борлуулалтыг өсгөж шүү дээ. Сонихролтой байгаа биз?Яаж? Санаанд оромгүй энгийн арга байжээ. Борлуулалтын менежер өнөөх виноны дэргэд ердөө л ийм бичиг тавьжээ.
"энэ алс холоос ирсэн амт чанартай вино манайд цөөн тоогоор ирсэн тул
нэг хүнд нэгээс илүүг худалдахгүй"
- Нэгэн компани гадаадын алдартай брэндийн зурагт оруулж ирж заржээ. Үнийн хувьд өрсөлдөгчдийнхөөс хямд боловч борлуулалт тийм ч сайн явахгүй байж.Борлуултыг өсгөх зорилгоор банкны зээлээр борлуулж эхэлсэн нь олигтой үр дүнд хүрэхгүй л байв. Гэтэл нэг худалдагч ажилд орж асар ихийг борлуулж эхэлсэн байна. Тэр худалдан авагчдад ердөө л ингэж хэлдэг гэнэ. "та өдөрт ердөө 1000 төгрөг төлөөд ийм зурагттай болж болно" Үнэхээр бид өдөрт хэрэгтэй хэрэггүй зүйлд 1000 байтугай төгрөг зардаг шүү дээ.
Эцэст нь хэлэхэд хэрэглэгчид маш олон бүтээгдэхүүн үйлчилгээнээс өөрт үнэхээр ашиг тустайг нь сонгох гэж л худалдан авалт хийдгийг та бүгд мэднэ. Маркетингийн хүн /маркетер/ бол өөрийн ямар ч бүтээгдэхүүн үйлчилгээг өрсөлдөгчөөс үл хамааран хэрэглэгчдэд ашиг тустай гэдгийг ойлгуулж чаддаг байх хэрэгтэй. Ийм хүн тун ховор ч байдаг гэдэгт би итгэдэг.
Posted by Z.Gankhuyag at 8:21 PM
http://crazy-marketing.blogspot.com/2010/10/blog-post.html
Бүтээмж өндөртэй борлуулагч хүний 7 дадал
Дадал 1. Бүтээгдэхүүн болон өрсөлдөгчөө мэддэг байх
Үр дүнтэй борлуулалт хийхийн тулд та юуны өмнө өөрийн бүтээгдэхүүний шинж чанар буюу давуу болон сул талыг мэддэг байх, энэ нь худалдан авагчдад юуг санал болгож байгааг мэддэг байх ёстой. Дараагийн алхам нь өрсөлдөгчийнхөө давуу тал, сул талыг үнэлж, өөрийнхтэйгээ харьцуулах явдал юм. Өөрийгөө шударгаар үнэлэх нь борлуулалтын ажилтанд өрсөлдөгчөө ялж худалдан авагчид бүтээгдэхүүнээ зарахад тусладаг.
Дадал 2. Хэрэглэгчээ хэн болохыг мэддэг байх
Бүх хүмүүст тохирох бүтээгдэхүүн гэж байхгүй. Зочид буудал гэхэд зах зээлийн тодорхой нэг хэсэгт зориулагдсан байдаг. Тиймээс борлуулагч хүн бараа бүтээгдэхүүнээ зорилтот тодорхой зах зээлд чиглүүлж, тэрхүү зах зээлийг мэддэг байх нь чухал. Энэхүү суурь үндсийг мэдэхгүй бол бүтээгдэхүүнийг нь огт хэрэглэдэггүй худалдан авагчид зарахыг оролдон цаг их гарздах болно. Жишээлбэл хямд бүтээгдэхүүн хүсэмжилж буй худалдан авагч урлагийн үнэтэй бүтээл, өндөр зэрэглэлийн хадгаламж зэргийг огт сонирхохгүй. Хэрвээ та бүтээгдэхүүн тань хэнд зориулагдсан бэ гэдгийг мэдэж байвал худалдан авагч бүртэй тохиролцох гэж оролдохгүй.
Дадал 3. Худалдан авагчийг сонсдог, хэрэгцээг нь мэдэрдэг байх
Эхний хоёр дадлыг өөрийнх болгочихвол худалдан авагчийн хэрэгцээг бүрэн гүйцэд мэдрэхэд амархан байх болно. Бүтээгдэхүүн тань Монгол улс даяар гүйлгээтэй байгаа ч тухайн Дорж, Дулмаа нарын хувьд хэрэгцээтэй эсэх нь чухал юм. Худалдан авагчаас асуулт асууснаар түүнд чухам юу чухал вэ, хэр зэрэг чухал вэ гэдгийг мэдэх боломжтой. Мэдээлэл сайн цуглуулж чадвал ажил хэргээ амжилттай дуусгах давуу талыг олж авна. Жишээлбэл олон улсын хуралд зочид гийчдийг авчирч буй байгууллагын хувьд танай зочид буудал нисэх буудалд ойрхон гэдэг нь хамгийн чухал бол борлуулагч тэдний энэхүү хэрэгцээнд төвлөрөх хэрэгтэй байдаг. Хэрвээ бүтээгдэхүүн тань хэрэглэгчийн амин чухал хэрэгцээг хангахааргүй бол борлуулагч худалдан авагчийг орхиж өөр хүнтэй ярих ёстой.
Дадал 4. Хэрэглэгчиддээ сайн хандах, захирлынхаа өгсөн үүрэг даалгавар хоёрыг тэнцвэртэй хадгалдаг байх
Борлуулалт нь хүмүүстэй байнгын харилцаанд ороход хүргэдэг болохоор борлуулагч нар энэхүү ажилдаа дуртай байдаг. Тэд хүмүүст дуртай, хүмүүс ч тэдэнд дуртай. Тиймээс заримдаа борлуулагчид худалдан авагчаа баярлуулах гээд захирлынхаа өгсөн үүрэг даалгаварыг мартаж, бүтээгдэхүүнээ хэт хямдаар өгчих гээд байдаг. Харин амжилттай борлуулагч хүн худалдан авагчтайгаа найрсаг харилцаа үүсгэдэг, санхүүгийн хариуцлагаа ч биелүүлдэг. Худалдан авагч хэрэгцээг нь мэдэрч, хүндэтгэж буй борлуулагчийг итгэн хүндэтгэдэг бөгөөд бүтээгдэхүүний зах зээлийн үнээр хэлцэл хийж хоёр тал хоёул сэтгэл хангалуун үлддэг.
Дадал 5. Зохион байгуулалтын өндөр чадвартай байх
Хүмүүстэй ажилладаг ч гэлээ зарим борлуулагчид нарийн ширийн зүйлийг төдийлөн анхаарч чаддаггүй. Гэтэл нарийн ширийн зүйлийг зохицуулах нь худалдан авагчдын итгэлийг хүлээхэд хамгийн чухал зүйл байдаг. Хэрвээ та хүмүүсийн нэрийг буруу дуудаж, албан тушаалыг нь буруу хэлж, хүссэн кофены завсарлагааг нь уулзалтдаа багтаагаагүй бол яаж сайн уулзалт болно гэж найдах билээ? Нарийн ширийн зүйлийг ч нямбай хийж, ажлаа нэгд нэггүй шалгаж бай. Зохион байгуулалт сайтай бай. Борлуулагч хүний эмх цэгцтэй, хувийн зохион байгуулалтай сайтай байдал худалдан авагчид мөн л итгэлийг төрүүлдэг. Хүмүүст хариу хэлэхдээ хурдан бай. Зохион байгуулалтын чадвар сайтай байх нь худалдан авагчийн зүгээс хүндэтгэлийг аяндаа бий болгодог.
Дадал 6. Найдаж болохуйц буюу үг үйлдэл зөрдөггүй байх
Ярьсан зүйлээ хийдэг бай. Нөхцөл байдлаас болж амласнаа биелүүлж чадахгүй болоход хүрвэл энэ тухайгаа худалдан авагчид заавал мэдэгдэж бай. Найдаж болохуйц байх, харилцаа холбоо сайтай байх нь хүмүүст итгэл төрүүлдэг. Итгэл бол худалдан авагчийг танаас удаа дараа бүтээгдэхүүн худалдан авахад хүргэдэг зүйл юм. Борлуулагч хүн хийх ёстойгоо бүгдийг хийсэн, ямар ч нөхцөл байдалд хандаж болно гэсэн итгэлийг төрүүлэх, үнэнч байдлыг бий болгох нь хожим ямар ч асуудал гарсан шийдэх боломжийг олгоно. Худалдан авагч, хэрэглэгч утсаар яривал байнга хариу өгч, холбоотой бай. Үг үйлдэл зөрдөггүй байх нь борлуулагчийг найдаж болохуйц хүн болгодог.
Дадал 7. Үргэлж өөрийгөө хөгжүүлдэг байх
Бизнес нь шинэ технологи, шинэ зах зээл, эрэлт, нийлүүлэлтийн хүчин зүйлс зэргээс болж үргэлж өөрчлөгдөн хувирч байдаг. Бүтээмж өндөртэй борлуулагч хүн энэхүү асуудлуудтай үргэлж хөл нийлүүлэн алхаж байх нь стратегийн зөв төлөвлөлт хийхэд хүргэдэг гэдгийг мэддэг.
Үндэслэгээ сайтай төлөвлөгөө нь шинэ стратеги баримтлах, цаг үетэйгээ хөл нийлүүлэн алхахад тусладаг. Бусадтай хөл нийлүүлэн алхахын тулд салбарынхаа янз бүрийн холбоод, сайн дурын байгууллага, эвслүүдэд нэгдэхэд тусладаг. Мөн үүний тулд өдөр тутмын хэвлэл сайн унш. Бизнес ажил хэрэгт гарч буй үндэсний болон орон нутгийн чиг хандлагатай хөл нийлүүлэн алхах хэрэгтэй. Орон нутгийн байгууллагуудад элс. Ингэснээр борлуулагч хүн зөвхөн өөрийнхөө бүтээмжийг нэмэгдүүлээд зогсохгүй худалдан борлуулдаг бүтээгдэхүүнээ ч шинэчилж, сайжруулах боломжтой.
Үр дүнтэй борлуулалт хийхийн тулд та юуны өмнө өөрийн бүтээгдэхүүний шинж чанар буюу давуу болон сул талыг мэддэг байх, энэ нь худалдан авагчдад юуг санал болгож байгааг мэддэг байх ёстой. Дараагийн алхам нь өрсөлдөгчийнхөө давуу тал, сул талыг үнэлж, өөрийнхтэйгээ харьцуулах явдал юм. Өөрийгөө шударгаар үнэлэх нь борлуулалтын ажилтанд өрсөлдөгчөө ялж худалдан авагчид бүтээгдэхүүнээ зарахад тусладаг.
Дадал 2. Хэрэглэгчээ хэн болохыг мэддэг байх
Бүх хүмүүст тохирох бүтээгдэхүүн гэж байхгүй. Зочид буудал гэхэд зах зээлийн тодорхой нэг хэсэгт зориулагдсан байдаг. Тиймээс борлуулагч хүн бараа бүтээгдэхүүнээ зорилтот тодорхой зах зээлд чиглүүлж, тэрхүү зах зээлийг мэддэг байх нь чухал. Энэхүү суурь үндсийг мэдэхгүй бол бүтээгдэхүүнийг нь огт хэрэглэдэггүй худалдан авагчид зарахыг оролдон цаг их гарздах болно. Жишээлбэл хямд бүтээгдэхүүн хүсэмжилж буй худалдан авагч урлагийн үнэтэй бүтээл, өндөр зэрэглэлийн хадгаламж зэргийг огт сонирхохгүй. Хэрвээ та бүтээгдэхүүн тань хэнд зориулагдсан бэ гэдгийг мэдэж байвал худалдан авагч бүртэй тохиролцох гэж оролдохгүй.
Дадал 3. Худалдан авагчийг сонсдог, хэрэгцээг нь мэдэрдэг байх
Эхний хоёр дадлыг өөрийнх болгочихвол худалдан авагчийн хэрэгцээг бүрэн гүйцэд мэдрэхэд амархан байх болно. Бүтээгдэхүүн тань Монгол улс даяар гүйлгээтэй байгаа ч тухайн Дорж, Дулмаа нарын хувьд хэрэгцээтэй эсэх нь чухал юм. Худалдан авагчаас асуулт асууснаар түүнд чухам юу чухал вэ, хэр зэрэг чухал вэ гэдгийг мэдэх боломжтой. Мэдээлэл сайн цуглуулж чадвал ажил хэргээ амжилттай дуусгах давуу талыг олж авна. Жишээлбэл олон улсын хуралд зочид гийчдийг авчирч буй байгууллагын хувьд танай зочид буудал нисэх буудалд ойрхон гэдэг нь хамгийн чухал бол борлуулагч тэдний энэхүү хэрэгцээнд төвлөрөх хэрэгтэй байдаг. Хэрвээ бүтээгдэхүүн тань хэрэглэгчийн амин чухал хэрэгцээг хангахааргүй бол борлуулагч худалдан авагчийг орхиж өөр хүнтэй ярих ёстой.
Дадал 4. Хэрэглэгчиддээ сайн хандах, захирлынхаа өгсөн үүрэг даалгавар хоёрыг тэнцвэртэй хадгалдаг байх
Борлуулалт нь хүмүүстэй байнгын харилцаанд ороход хүргэдэг болохоор борлуулагч нар энэхүү ажилдаа дуртай байдаг. Тэд хүмүүст дуртай, хүмүүс ч тэдэнд дуртай. Тиймээс заримдаа борлуулагчид худалдан авагчаа баярлуулах гээд захирлынхаа өгсөн үүрэг даалгаварыг мартаж, бүтээгдэхүүнээ хэт хямдаар өгчих гээд байдаг. Харин амжилттай борлуулагч хүн худалдан авагчтайгаа найрсаг харилцаа үүсгэдэг, санхүүгийн хариуцлагаа ч биелүүлдэг. Худалдан авагч хэрэгцээг нь мэдэрч, хүндэтгэж буй борлуулагчийг итгэн хүндэтгэдэг бөгөөд бүтээгдэхүүний зах зээлийн үнээр хэлцэл хийж хоёр тал хоёул сэтгэл хангалуун үлддэг.
Дадал 5. Зохион байгуулалтын өндөр чадвартай байх
Хүмүүстэй ажилладаг ч гэлээ зарим борлуулагчид нарийн ширийн зүйлийг төдийлөн анхаарч чаддаггүй. Гэтэл нарийн ширийн зүйлийг зохицуулах нь худалдан авагчдын итгэлийг хүлээхэд хамгийн чухал зүйл байдаг. Хэрвээ та хүмүүсийн нэрийг буруу дуудаж, албан тушаалыг нь буруу хэлж, хүссэн кофены завсарлагааг нь уулзалтдаа багтаагаагүй бол яаж сайн уулзалт болно гэж найдах билээ? Нарийн ширийн зүйлийг ч нямбай хийж, ажлаа нэгд нэггүй шалгаж бай. Зохион байгуулалт сайтай бай. Борлуулагч хүний эмх цэгцтэй, хувийн зохион байгуулалтай сайтай байдал худалдан авагчид мөн л итгэлийг төрүүлдэг. Хүмүүст хариу хэлэхдээ хурдан бай. Зохион байгуулалтын чадвар сайтай байх нь худалдан авагчийн зүгээс хүндэтгэлийг аяндаа бий болгодог.
Дадал 6. Найдаж болохуйц буюу үг үйлдэл зөрдөггүй байх
Ярьсан зүйлээ хийдэг бай. Нөхцөл байдлаас болж амласнаа биелүүлж чадахгүй болоход хүрвэл энэ тухайгаа худалдан авагчид заавал мэдэгдэж бай. Найдаж болохуйц байх, харилцаа холбоо сайтай байх нь хүмүүст итгэл төрүүлдэг. Итгэл бол худалдан авагчийг танаас удаа дараа бүтээгдэхүүн худалдан авахад хүргэдэг зүйл юм. Борлуулагч хүн хийх ёстойгоо бүгдийг хийсэн, ямар ч нөхцөл байдалд хандаж болно гэсэн итгэлийг төрүүлэх, үнэнч байдлыг бий болгох нь хожим ямар ч асуудал гарсан шийдэх боломжийг олгоно. Худалдан авагч, хэрэглэгч утсаар яривал байнга хариу өгч, холбоотой бай. Үг үйлдэл зөрдөггүй байх нь борлуулагчийг найдаж болохуйц хүн болгодог.
Дадал 7. Үргэлж өөрийгөө хөгжүүлдэг байх
Бизнес нь шинэ технологи, шинэ зах зээл, эрэлт, нийлүүлэлтийн хүчин зүйлс зэргээс болж үргэлж өөрчлөгдөн хувирч байдаг. Бүтээмж өндөртэй борлуулагч хүн энэхүү асуудлуудтай үргэлж хөл нийлүүлэн алхаж байх нь стратегийн зөв төлөвлөлт хийхэд хүргэдэг гэдгийг мэддэг.
Үндэслэгээ сайтай төлөвлөгөө нь шинэ стратеги баримтлах, цаг үетэйгээ хөл нийлүүлэн алхахад тусладаг. Бусадтай хөл нийлүүлэн алхахын тулд салбарынхаа янз бүрийн холбоод, сайн дурын байгууллага, эвслүүдэд нэгдэхэд тусладаг. Мөн үүний тулд өдөр тутмын хэвлэл сайн унш. Бизнес ажил хэрэгт гарч буй үндэсний болон орон нутгийн чиг хандлагатай хөл нийлүүлэн алхах хэрэгтэй. Орон нутгийн байгууллагуудад элс. Ингэснээр борлуулагч хүн зөвхөн өөрийнхөө бүтээмжийг нэмэгдүүлээд зогсохгүй худалдан борлуулдаг бүтээгдэхүүнээ ч шинэчилж, сайжруулах боломжтой.
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