How to learn to sell any product. How to learn to sell any product or service at a high price! Basics of sales What you need to know to sell

Sales is one of the most controversial and promising professions in the world. Sales are carried out by people, both without higher education, and with three educations and an academic degree. Sales are handled by salespeople behind the counter and executives of large companies in large, spacious offices.

A lot of people love to sell, and a lot of people hate to do it. But it is sales that can help you always have an interesting job, generous bonuses for your efforts, and opportunities for self-development that you will not get in any other profession.

Salesmen are not born, anyone can learn to sell, man or woman, young or old, with an economic or technical education.

Here are 17 success rules that will help you learn how to sell:

1. Set yourself a goal.

Until you say the following phrases to yourself, declare your intention and believe in your own strength, you will not be successful in sales. Phrases for self-motivation for sales training:

- “Yes, I want to learn how to sell!”

- "It is important for me to learn how to sell!"

- "I take responsibility for my development and my success"

“I promise myself to achieve my goals”

2. Imagine the future.

Imagine yourself in a year, you know how to sell well and earn several times more than now. Imagine what you would like to achieve in a year, what to buy, where to go, where to live. Imagine all this in such a way that you want to achieve it. Do you really need it? Why are you going to learn how to sell? It's worth it! Then go ahead!

Think about what you do best when interacting with people. What is the most difficult for you. Every day choose one of your strengths and one of your weaknesses and set yourself such tasks to make them stronger and stronger. Strengthen what is given and tighten weaknesses. For example, if you find it difficult to work with the client's objections, then devote time to this every day (write down the most, and look for information on how to respond to them so that you always have convincing answers to "Expensive", "I'll think", "I I’m just looking”, “I don’t need anything”, “You didn’t convince me”, etc.)

4. Study your product and your competitors' products.

Find out everything about your product, ask customers what they especially like, why they buy. What were they compared to when choosing? You will soon become an expert and will be consulted.

5. Watch other sellers.

Notice what you like about the behavior of other sellers and try to do the same. The most interesting finds include your vendor arsenal. Look at other people's mistakes. Think about how you could serve the customer differently.

6. Ask buyers for advice.

Never argue with a buyer. It is better to find out why he thinks so, that he will advise how he thinks it is better in this or that situation. If the Buyer refuses to buy, ask if he can give you advice for the future as a seller.

7. Find a mentor.

8. Read 2 sales books per month.

Yes. Two books a month. You already know everything, there is nothing new in them. Sales books are for beginners. It is because you think so that you now have such results. Look for diamonds, don't reinvent the wheel. Download materials from the book "111 tips for salespeople. How to become a better salesperson" (Google Drive link)

9. Analyze your work.

At the end of each day, ask yourself what you did best and worst in sales for the whole day. Analyze your work and draw conclusions. There are no conclusions - there is no development.

10. Work for the future.

Do your job 10% better than expected. And in a year you will receive 50% more than expected. To receive, you must first invest.

11. Be persistent, confident and patient.

Try to help the person as much as possible, at the moment of communication with the buyer, this is the most important person in the world for you. Listen, clarify, demonstrate confidence and desire to help. Take as much time as you need. It may seem to you that this buyer will never buy, but if you analyze 100 of your buyers, you will see that they made the largest purchases thanks to your attention, and you could not always imagine that they would buy so many from you.

12. Build loyal customers.

Think ahead, offer what the buyer will only think about tomorrow, help him see the future, seize new opportunities and get rid of problems. Include personal communication, charm and invite buyers to come back again. Exchange contacts with buyers, sell to friends and friends of their friends.

13. Be good listeners.

Ask questions, ask more and talk less. Successful sellers know how to make the client tell everything about himself, and even sell to himself, what you wanted to tell him. Learn to be doubly attentive listeners on the phone, be sure to develop your phone sales skills on!

14. Never give up.

There will always be failures. Rejoice in them - they develop you. What has this failure taught you? What will you do differently next time?

15. Attend sales training.

Each sales training gives you as much experience and practice as you get in half a year of successful work in sales. Trainings develop you instantly, trainings save you time, trainings help you improve what is difficult for you to develop in yourself without other people. Attend all the trainings that you can attend in the company, and if there are none, then go to a good open training in your city. Invest in yourself, this investment pays off the fastest! This is the quality of your life!

16. Create your environment.

Connect more with people who believe in you, support you, and inspire you.

17. Always keep developing.

Life is an escalator - which goes down, as soon as you stop your development, there will be a lot of temptations to waste your strength, time and energy. Think about the future. Live in the present. Sell ​​with pleasure. Be sincere. With your help, every day there are more joyful and contented people in the world! The buyer is your friend, take care, help him in his situation and he will come back again and again.

Have you decided to improve your level in sales?

Ask your manager if your company plans to train you and your colleagues in sales trainings in the near future!

Say that the fastest way to increase sales is to invite a sales trainer directly to your office to conduct training for all sales staff at once!

We can offer your company the following assistance:

Analysis of commercial offers and emails (want to find out how smart and attractive what you send them looks like?)

Ask a sales question!

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

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

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

1. Focus on customers

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

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

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

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

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

2. Do your research

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

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

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

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

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

3. Define your customer

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

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

4. Help first, then sell

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

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

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

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

5. Learn to ask and listen

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

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

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

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

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

6. Be mindful of psychological quirks

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

We list only a few of these quirks.

Good day, readers of our site. Do you know what determines the level of sales? Someone may say that it depends on the quality of the product, on the brand, on the reputation of the company or on advertising. Also, sales depend on the successful location of the store, on marketing moves and work with customers. All this is correct, there are dozens of factors, but few people know that even the most unsold item can be sold, the buyer can be forced to buy something that he absolutely does not need.
Scientists from all over the world have been analyzing the behavior of the buyer for many years, studying various scientific methods of influencing our desires to buy this or that thing. It turns out that we are a very simple species that is easier to manage than it seems. So you might think, no, I'm not like that, I won't fall into various scientific tricks. I want to disappoint, because you, I, and millions of people around the world every day in stores, restaurants, supermarkets are faced with well-established sales techniques. Sometimes we don’t even notice them, but somewhere, on a subconscious level, everything is postponed, and the desire to pay attention to a certain group of goods, to stop near the shelf you need, to buy this or that product arises.
Today's article will be about the 5 most common scientific methods that help sell a product. Be sure to read the article carefully, draw conclusions, and use these techniques when building your sales schemes.

How to Sell a Product: Rule #1 – The Buyer is Predictable

The next time you walk into a large grocery store, pay attention to what is on the right. Remembering the supermarkets in Kyiv, I can say that many of them immediately have a department with fresh fruits and vegetables on the right. Some try to arrange pastries nearby. It is noteworthy that practically the entrance doors are located in such a way that upon entering you will be forced to turn to the right. Such a construction is not accidental, and everything is subject to strict rules and long scientific research.
As it turned out, people are very predictable, almost like animals during migration. We choose the same paths around the store. Scientists who have studied the behavior of buyers in different countries have come to the conclusion that we prefer to walk around the store counterclockwise.
Modern markets are designed in such a way that you unwittingly follow a well-thought-out route. Knowing that when you enter the store, you will definitely turn right, marketers try to place the freshest, most seductive and attractive product there. It is the first one that catches your eye, and whether you like it or not, think about it, consider the need for such a purchase. As a rule, goods are placed not the most popular, those that need to be sold quickly. They understand that if you place a shelf with chips at the entrance, or refrigerators with beer, then you just grab them and go to the checkout without seeing all the offers of the store.
Another trick is that the first thing you see forms the impression of the entire store. Entering the market and seeing fresh greens, bright and beautiful fruits, you will automatically be more loyal to this store, it will be associated with freshness, bright colors and pleasant smells.
The sequence of "showing" goods to you is also thought out to the smallest detail. Seeing a palette of colors and freshness from fruits, you move on, you see other products, but not at all the ones that I buy most often. Bread, dairy products, meat, eggs - all this is located at the farthest end of the market, and by the time you get there, you are already throwing a bunch of all sorts of nonsense into the cart, which you were not going to buy initially.
Remember! The most important thing is to get the buyer to stay in the store as long as possible, bypass the maximum number of racks and view a lot of products. A person will never buy "Haporel Honey Pepper" if he does not know about its existence.
Why does it work?
Walking in circles is a common activity for herd animals, but why people behave this way is not yet clear. Studies have shown that buyers in England, Japan and Australia prefer to walk around the store in a clockwise direction, perhaps because of the left-hand traffic in their countries. If you are used to driving on the right side, then it is more likely that in the store you will also go to the right, along the wall.
Whatever it was, we can say that this momentum is really strong. In the USA, they even tried to set up an experiment. The store opened the right door, and wanted to force customers to go clockwise, that is, turn left. What a surprise it was when the buyers entered through the right door, but still went to the left entrance to start moving counterclockwise. This is already laid down in the subconscious, so people are more comfortable.

How to Sell a Product: Rule #2 - More Shiny

Everything shiny and beautiful is automatically perceived as something new, fashionable and valuable. Many drivers can testify that after a good wash and polish they even feel that the car drives much better. “This cannot be my 1990 Zhiguli that I previously drove. Look how shiny it is, the engine works differently.”
That's exactly why in good and expensive stores everything sparkles, glows, shimmers with different colors of the rainbow.
Envirosell Inc. conducted a large-scale study, and found out that a shiny window makes passers-by involuntarily slow down, and some even stop to take a closer look at the presented goods. And it's hard to deal with it.
Why does it work?
In 1990, researchers from England put forward a rather interesting theory. They believe that our love for everything shiny dates back to the time of the first people. It was then that the first people were looking for good, clean and drinkable water, focusing on its brilliance.
Scientists conducted a study and invited people to choose vessels with the best, in their opinion, water. Many girls, without hesitation, chose the one that sparkled the most. The argument was that this water is more credible and should be clean, tasty and pleasant.
Further, the experiment was with children, very young, who did not have time to fall under the influence of society. Two plates were placed in front of them - white and shiny. Almost everyone chose the shiny one, squatted down and tried to lick it. No child has ever done this with white.
The results of the research allowed us to put forward a hypothesis that people used to look for water and recognize it by its brilliance, it was this skill that remained in the subconscious, did not disappear for thousands of years. Therefore, seeing something brilliant, we involuntarily stop, try to consider and understand what it is.

How to Sell a Product: Rule #3 Enjoy Shopping

In Europe, and recently in our country, for all the big holidays, Christmas, New Year, many stores arrange grandiose sales. In the US, there is a whole season of sales, which begins with Black Friday. People take time off from work, line up in stores from late at night, stand, crowd at the entrance, waiting for the opening of the store and huge discounts. Do you think all this is because they need to buy some thing, or from a desire to save money? 95% of buyers in the sales season simply get high from the purchases themselves, from shopping, from shopping and the opportunity to buy something, and even cheaper than yesterday. Skillful sellers are aware of this human weakness, and can more than sell goods stale in warehouses in a few days.
Many of you laugh at shopaholics, who don’t feed bread on girls, let them buy a new jacket or blouse. But wait, this technique is used not only for things and shoes. According to statistics, many gamers have about 10% of the games that they have bought, played several times and that's it, the disks are gathering dust on the shelves. Some people buy books and then don't read them. Yes, a person can be forced to buy anything, and he will think that it is necessary. Understanding that a thing is useless comes much later.
Look around, you do not have such things that you bought, but now you do not understand why? My friend has a lot of DVD discs, with a variety of films. He definitely won’t watch them, but every time he buys, he says that he replenishes the collection. The process of finding a good movie and buying a disc is a pleasure.
Why does it work?
This is where old Dopamine comes into play. This substance is produced by your brain when you fall in love, when you eat delicious food or do what you love. Dopamine affects all body functions that are responsible for behavior, cognition, movement and other important things, such as the ability to keep saliva in the mouth.
The action of dopamine becomes stronger if you enter a new store, or come to another city. New emotions, new desires. No wonder scientists note that we make the most pointless purchases while traveling. And, of course, that the thing, in fact, we do not need. We want to feel emotion, get a dose of dopamine.

How to Sell a Product: Rule #4 – Numbers Are Not Your Forte

In 2010, Steve Jobs introduced to the world a new miracle of technology - the iPad. And the price for it was pretty low, only $499. That's a very good price for... but wait, what for? Before that, there were no tablets on the market, no one could say for sure the price, but everyone thought that it was excellent, and even very low. The price was more than phones and most laptops, so how can you be sure it's good?
And one more thing, why are they still putting nines at the end of the price tags? Buyers have long understood that 499 is almost $500, so set the normal price, which is already this dollar. Many are sure that they have figured out this marketing ploy, and are not being led by it. But is it? Not a fact, far from a fact. Knowing that you are being manipulated in this way and not falling for the bait are two different things.
In fact, people are bad friends with numbers. Only a few can calculate the real benefit, understand the real price of the goods. Let's say you wait for a discount on a sweater you like, then go to the store and pay with a credit card. The bank calculates a percentage for the use of money, and it happens that a sweater bought at a discount turns out to be more expensive than it was originally.
Also, many fall with loans. No one considers real amounts, they are tempted by small monthly payments, they take out a loan for a long line, and at the same time, the overpayment can reach 100% of the amount.
Sellers understand that the price of goods depends on them. Even when you see that the goods are cheaper by 50%, then from the price that they invented. I specifically looked at prices for household appliances with a 30% discount in one large store, and then I found a similar offer on the Internet, without a discount, and even at a lower price. It turns out that you save 30% of the price taken "from the ceiling."
Back to the iPad's very low price of $499. Where did the belief that the price is really good come from? A few months before the presentation, many leading magazines and Internet sites, commissioned by Apple, made a good marketing ploy. They allegedly published information from reliable sources about the new tablet, about its functionality, and hinted that having such characteristics, the gadget will cost at least a thousand dollars. At the presentation, Jobs also emphasized this fact that the price was planned to be much higher. That's how people got the impression that 499 is very cheap. Perhaps the price was too high, but people thought otherwise.
How it works?
Imagine 3 tennis balls on a table. Represented? Now try to imagine 4037 of the same balls. I am sure that it will be almost impossible to do this, and it is difficult to imagine a table on which they will fit. The brain of many people is simply not adapted to work with such numbers, because nature did not provide us with such functionality, and natural selection did not take into account mathematical abilities.
The story of $499 and $500 is a great confirmation that numbers are not our forte. Even if you understand that the difference is negligible, only one dollar, the subconscious mind perceives differently. This happens for one simple reason - you read prices from left to right, and remember, to a greater extent, only the first one. $499 you would rather call "four hundred something", and not as "practically 500". Sometimes people ask me how much this or that product cost. I answer, they say, a hundred and something rubles, and then I catch myself thinking that it cost 199. Even knowledge and understanding of this marketing move does not protect against price perception errors.
Studies also show that those who try to calculate expenses right in the store, save on purchases, spend at least as much, or even more. The notorious nines at the end of the price tag do not give us the opportunity to accurately and quickly calculate the price. Answer the question, how much will 5 avocados cost 30 rubles each? I'm sure you answered right away. Now calculate the price of the same amount of avocados, but at 29.89 each. I think there are problems.

How to sell a product: Rule #5 – A familiar logo can deceive taste

The incredible trust in the brand is justified, but only to a certain extent. If you had a BMW car, then buying a new one, you will give preference to this particular brand. Users of Apple products are unlikely to ever change it to Samsung. But at some point, the brand name can play a cruel joke on you. You begin to idealize the product, exaggerate the pleasure it can deliver. I must say right away that I do not mean fashionistas who are chasing Gucci shoes and Prada handbags. For them, the brand is a kind of label that brings these girls closer to the upper strata of society.
I'm talking about something else:
In 1970, Pepsi did an interesting experiment called "Pepsi Challenges". Cola and Pepsi were poured into identical glasses. People were asked to choose which drink tastes better and what suits them best. Most Americans have chosen Pepsi. This experiment ended in a resounding success, many media outlets talked about it, and it would seem that Cola should then choke in its sugar syrup, sales would fall to a minimum, and the company would leave most of the market. But, as we can see, Coca-Cola sells better than Pepsi to this day. And this is despite the fact that many still say that Pepsi is much tastier.
What is even more surprising is the fact that when there were logos on the glasses, people, seeing the familiar white lettering on a red background, chose Cola. This phenomenon has been called the Pepsi Paradox.
A similar experiment was carried out with wine. One test group was told the price of the drink ($90 and $10) and almost everyone said that the more expensive one was better quality. But the second group did not know the prices, and the answers about the quality were divided 50 to 50. By the way, in China there is a very expensive beer (the price of a bottle is more than $40), and it tastes like a cheap burda that in the states costs no more than $3. The whole secret is that the enterprising Chinese stuck a beautiful label, carried out an advertising campaign and inflated the price.
Why does it work?
And again, the whole thing is in our brain, more precisely in the hemispheres. One is responsible for visual perception, and the other for taste. When you don't see the logo, you trust only taste, real taste. When a person sees a logo, then memory comes into play, which associates the logo with something good, better and more famous, which means that products under this brand will be better.
Without logos, your brain tells you that Pepsi is much better and tastier, choose it. But as soon as you see the logo, the brain repeats - "When - it's super, you should drink it." Dozens of years of an advertising campaign, and driving data into a person’s head, have done their job. Companies are actually brainwashing buyers and making them love not what is better or more useful, but what they want to sell.

Everyone is engaged in shopping - some people to a greater extent, others to a lesser extent, but in the modern world it is impossible to imagine those who do not have a need to buy something. But how do you choose a vendor? How to learn to sell? Let's discuss the process from a to z, identifying the main stages and patterns.

What qualities should a seller have?

Can anyone become a good salesperson? Probably not, because here, as in any work, vocation and abilities are important. But you can learn how to sell a product if you have the desire and desire. The seller is always a psychologist, a key figure on which the number of sales depends. What are the qualities of a good worker? The professional and personal skills necessary for successful activity include:

• The ability to strike a balance between helpfulness and self-respect. Imagine that you walk into a store and are taken in by an active salesperson who wants to read your mind and spreads out in front of you like a doormat. Unpleasant excessive obsession? Certainly. Few people will be happy with excessive helpfulness and a fake fake smile, which are often perceived as forced hypocrisy. It is possible that people with low self-esteem will like such a meeting, but it is still worth focusing on an adequate part of the population. The seller is also a person, like the buyer, so you should not forget your self-esteem at home, leaving for work. Do not talk to potential buyers, choosing the intonation of a disenfranchised serf. Try to maintain a fine line between "holding" the consumer and "flexing" under him. But it is worth remembering the importance and necessity of good manners: a greeting and a sincere smile, attentiveness and cordiality, competent speech are significant components in the work of a salesperson.
• Ability to smooth out conflict situations, solve customer problems. Any seller cannot do without self-confidence, resourcefulness and self-control, since it is impossible to even approximately predict the possible behavior of buyers. Many deliberately provoke conflicts, because they primitively lack emotions in their lives. What should the seller do? Do not panic - fear usually paralyzes your thinking abilities, which means that you will not be able to figure out how to achieve understanding. It is best to simulate common situations in advance and formulate for yourself universal methods and techniques that will allow you to find a way out that satisfies both parties. For example, a woman buys an expensive designer tie in a store, packed in a beautiful box. At first, everything is fine - the customer pays the money, takes the box and leaves quite satisfied and happy. But after a couple of minutes he returns and draws the attention of the seller to the fact that the packaging has a defect - it is slightly torn. It is logical - if a thing is purchased as a gift, then you want everything to be perfect. How to be? Change? And not for anything ... such ties are over. Return money? And the woman will remain dissatisfied, and the store will not make a profit, and the seller's time will be irretrievably spent. Of course, in no case should you refuse to return the buyer's money. But it is better to politely apologize and offer him a choice: a refund; discount on the purchased goods (for example, 5%); discount card; a small gift with purchase. In most cases, buyers prefer to receive a discount than to return an already liked product.
• Good product knowledge. Telling about the product and its qualities is the direct responsibility of the seller. And for this you need to perfectly understand and navigate the industry in which you work. You can only sell successfully if you understand what you want to sell. Buyers ask questions and expect logical and complete answers, so it is unlikely that someone will buy a "pig in a poke" when the seller cannot say a single articulate sentence. Here you can recall the Soviet cartoon about the sale of a cow, where an old man, having come to the market, could not get rid of it, but suddenly a boy appeared who decided to help him and praised his goods so much that the owner eventually decided - “you need such a cow yourself! ". Of course, it is much more pleasant and easier to trade Swiss watches than Chinese consumer goods, since the quality of products is the main characteristic that attracts consumers. If you sell food, then be prepared to answer questions about which cake is the most delicious, which cottage cheese makes the best cheesecakes, which sausage is suitable for salad, and which one is suitable for cheese rolls ... and so on. It is very unpleasant to see salesmen who work in, for example, candy stores, but the customers are proudly informed that they do not know about the taste of sweets and cookies, as they are on a diet, do not like or do not eat sweets, etc. If you trade in complex (or not so) equipment, then it is very important to be able to show its capabilities and functions to potential owners. Also, usually people are interested in the country of origin, the subtleties and results of use.
• Orientation to customer needs. It is important not only to be able to listen to what the buyer needs, it is also necessary to hear and understand it. The seller must have developed empathy (feel people), know the basics of psychology in order to establish contact and identify the needs of the client. Sometimes a person comes to the store wanting to buy spoons, and leaves with a set of expensive pots, because the seller directed his thoughts in such a way that the buyer understood: yes, he dreamed of this wonderful set for a long time and strongly, new kitchen utensils are the first necessity! Selling a product to a customer is easy and unconstrained if you know how to communicate, are sincerely interested in people and want to help them.
• Respectful attitude towards customers. In our country, the principle is cultivated in society - "we meet by clothes." Its fruits are also very noticeable in business - some sellers are trying to assess the solvency of potential buyers in appearance. It is sad to see the sometimes boorish attitude of trade workers towards people whose clothes do not seem presentable at first glance. You won’t find this abroad, it’s customary there that even millionaires can walk around in torn jeans and old sneakers. But in any case, sellers should not take on the role of appraisers - all visitors should be treated with respect, regardless of whether they are going to make a big purchase or not. After all, even if a person came for a trifle, and he was rude or served reluctantly, he simply will not return next time, choosing another store.
• The habit of abstracting from personal problems at work. It is clear that everyone has difficulties and troubles - a toothache, a broken phone, insomnia or a quarrel with a friend, etc. But these details are of no interest to buyers, they are not your friends or relatives. They care about their problems. Arriving at the store, I want to see a friendly, polite and qualified professional as a salesperson, and not the sad shadow of Hamlet's father, wiping his tears with a silk handkerchief. People working in trade need to be able to control emotions and thoughts, leaving all the negativity at home.

Important: A good salesperson must have a number of personal qualities - adequate self-esteem, striving for excellence, positive and flexible thinking, self-confidence and stress tolerance. If you want to improve yourself, but there is not enough time for this, then it is worth studying.

How to sell a product correctly?

In our time, the competition is so great that for a successful business, it is necessary to think through every step. In other words, you cannot do without a competent strategy. Now there is a huge amount of literature describing effective. Of course, there is hardly a universal way that is suitable for all products, since everyone is different, but some general trends and patterns that attract buyers can be identified. Consider step by step how to sell a product correctly.

Establishing contact with the buyer

This is the main and very important stage, since the outcome of the conversation often depends on the first impression. Without contact, a normal dialogue will not work, which means that the chances of selling the goods will rapidly approach zero. According to scientists, an opinion about a person (about the seller in our case) is formed at the very beginning of the conversation - literally in seconds. For sales, first impressions are often crucial, as lost customer confidence is almost impossible to regain. You need to understand that initially most customers are subconsciously set against the seller and do not want to communicate with him. There is a widespread belief among managers that "everyone likes to buy, but no one likes to be sold to." That is, a person intends to purchase a product, just dreams, but active imposition and pressure can lead to the opposite effect, and the buyer will change his mind. Newton's third law will work - the force of action is equal to the force of reaction. How often does the buyer respond to the excessive affection of the seller, who failed to arouse the location, “I don’t need anything”? There are many more cases than it seems at first glance. To prevent this from happening, the seller should try to establish contact. How? For example, you can do the following:

• Attract the attention of the buyer - start a dialogue with the client, captivate him. It is worth considering the standard rules: open posture, maintaining a “safe” distance (no need to get too close, usually a one and a half meter distance from a person is optimal), eye contact, bright facial expressions and gestures. It will be useful to read. For example, Harry Friedman, in his book No Thanks, I'm Just Watching, does a wonderful job of describing the process of turning a regular visitor into a customer.
• Get to know each other - introduce yourself by giving your name and unobtrusively indicating the scope of activity, and also ask about the name of the buyer. Acquaintance translates the “seller-buyer” communication model into “person-person”, and it is logical that it is much easier to trust a person than a seller. But you need to understand that banal and formulaic greetings (for example: “Hello, my name is Anna, I am a sales assistant”) do not distinguish you from the crowd of identical trade workers, so it’s better to show originality. If the buyer introduced himself in response, then address him by name, as everyone is pleased. However, it is still not necessary to transform someone else's name - if a man called himself Alexander, do not make Sashenka out of him, etc.
• Interest the buyer - tell us about ongoing promotions, new collections, current trends reflected in the assortment of your store, etc. To do this, you need to be well versed in the field of your activity, know everything about competitors in order to inform the client about the benefits of your products. If a potential buyer is staring at an expensive sweater, then tell him about the composition and quality, emphasizing - a jacket made of natural wool, which means it will warm in winter and be worn for a long time, that is, it cannot be compared with analogues made of acrylic sold in neighboring stores. points.

Important: people perceive information in a complex way - visually, audially and verbally, that is, the seller is obliged to pay attention not only to his words and washed them away, but also to intonation, facial expressions, gestures.

Identification of customer needs

To sell a product, at least basic knowledge in the field is required. How to understand what the client wants to receive? Needs are called needs, which are embodied through specific services or goods. Needs are believed to be:

• conjugated;
• non-conjugated.

The satisfaction of an associated need leads to the birth of another. For example, a woman bought shoes, but they also need a suitable handbag. A new skirt involves buying a blouse, etc. The seller needs to understand and anticipate the desires of the client, to guide them. The correct definition of the needs of the buyer is very important, since people come to buy, trying to solve any problems, but the exact same product can be needed for different purposes.

Consider an example: a potential buyer who wants to purchase curtains contacts the store. The seller finds out the approximate amount that the client is willing to spend, asks about the interior and color scheme of the room, and then shows the options that match the voiced information. However, the purchase is not made, and the person leaves light… Why? The consultant did not tritely ask - what is the goal of the buyer, what does he want to receive? The seller offered those curtains that were combined with the interior, and the visitor sought to protect himself from sunlight, since the sun shone in his room from the very morning, preventing him from sleeping. In this case, a person would most likely buy blackout curtains (made of opaque fabric), if they told him about them, paying attention to the advantages - drawn curtains plunge the room into complete darkness, as they do not let in light from the street.

To identify the needs of the buyer, you need to ask him. Usually there are the following types of questions:

• Closed questions - they can be answered unequivocally ("yes" or "no"). Do not ask too many questions like this, otherwise the amount of information received will be negligible. Example: "Do you prefer classics in clothes?".
• Open questions - it is expected that the answer will be detailed. However, it should be borne in mind that if the buyer is not interested, then he will simply run away to another store, where he will not have to conduct long and tedious dialogues. Example: "Which dresses do you prefer?".
• Alternative questions - give a person a choice in the form of several answers. Example: "Do you like long dresses or short ones?".
• Leading questions - are required in the case when the buyer himself does not really understand what he wants to receive. Example: “When choosing a dress, it is important to understand the purpose of the purchase: if you are planning to go on a holiday, will we see elegant and bright ones?”.
• Rhetorical questions - create an atmosphere of ease in conversation, are necessary to maintain a dialogue. Example: “Do you want to choose a dress that best emphasizes your individuality and beauty?”.

Important: as a result of the conversation, the seller must mentally compose a kind of questionnaire that highlights client preferences. Products should be offered based on the information received. It is also important to remember about related needs: if you choose a shirt, immediately offer to match it with a tie, etc.

Presentation of a product or service

A presentation is a process during which you describe or show the client the goods or services offered. Of course, everyone understands: "it is better to see once than hear a hundred times." Therefore, the task of the seller is to show the product in such a way that the client understands that this is exactly what is needed! Usually, representatives of the organization sphere participate in the development of the idea of ​​product presentation, and sellers implement the idea. When presenting a product, you can pay attention to a number of points:

• Show preliminary steps. It is impossible to sell a house without showing it to the buyer. If you're building custom kitchens, customers will want to see samples as well as designs made specifically for them.
• Specify the benefit that the client will receive. Listing properties and characteristics alone is not enough, it is important to indicate how the product will change the life of the buyer, what it will allow, etc. Example: "This refrigerator does not need to be defrosted, so you save a lot of time."
• Know how to correctly identify the target audience. All people have different needs, but it is possible to identify types of buyers and come up with appropriate presentations for them. If you sell clothes, and young students come to you for shopping, then they prefer what is modern, which means that the emphasis should be placed on the latest fashion trends when presenting goods.
• Anticipate logical objections. Tired of constant questions about why it is so expensive? Include your response in your presentation. For example: "Some people are surprised that the price is too high, in their opinion, but it is justified, since our doors are made of natural wood, therefore, they will not adversely affect your health."
• Explain professional terms. Moreover, this should be done unobtrusively and easily - the client should not have the thought that he is stupid and does not know the obvious things.
• Praise carefully, do not overdo it. When everything is too sweet, that is, often you don’t feel like it anymore ... and it’s hard to believe. Therefore, it is better to talk about the cons, as this will help to gain trust - after all, everyone understands that nothing is perfect.
• Offer a choice. Comparing similar products is always interesting and useful - sometimes this is what helps the client to give something their preference.
• Talk about the product, giving arguments. It is important for people to know that others liked and liked the product, as this automatically makes it attractive. Add digital data, graphics, photos and videos, existing certifications, testimonials, newspaper excerpts or social media recommendations, and more to your presentation. For example: “We have been selling similar greenhouses for 5 years, during which we received only thanks and not a single complaint.”
• Include the buyer in the process of using the product. How? Due to trial periods, samplers, etc. Selling cars - pay special attention to test drives, because sometimes it is the opportunity to find out what it is like to sit behind the wheel of the car you like is the decisive factor in its acquisition.
• Encourage the customer to buy. Everything is suitable for this: discounts, bonuses, additional guarantees, gifts, promotions ... Everyone wants a holiday, and it happens when you buy two bottles of cognac for the price of one.

Important: when presenting a product, one must not only act according to a well-established and rehearsed scheme, but focus primarily on a specific buyer and his needs.

Proposal wording

After the presentation, you should check the readiness of the buyer to make a deal. It is better to ask open questions, for example: “Did you like the offer?”, “Are you satisfied with the conditions?” and the like. If you ask directly, it's easy to hear "no", so it's worth proceeding carefully, as there may not be a second chance.

When formulating a proposal, there is an opportunity to add value to the proposed product or service. How? There are three methods:

1. Scarcity - acts as a kind of psychological factor that makes a person want to get what is only in limited quantities. Owning something exclusive (or at least not mass) helps a person feel his uniqueness.
2. A limited-time offer is a catalyst that helps to make a positive decision. The promotion will expire, which means the buyer will miss out on the benefit ... and who would do that?
3. The effect of repetition (imitation) - often people tend to copy others on a subconscious level, so a large number of customers who have bought a product is a kind of proof of its quality and relevance.

Important: the wording of the offer must be clear, transparent and in no way misleading buyers, otherwise the lost trust will not be returned.

Handling possible objections

Every salesperson faces customer objections every day of their work. They can arise both at the very beginning, that is, at the stage of establishing contact, and after the presentation of the product. It is normal and logical that the client doubts. The seller's task is to give a reasoned answer, dispelling doubts or explaining incomprehensible points. Consider examples of the most common objections and how to deal with them.

"Too expensive!"

A common objection, especially in retail stores. What should the seller do? Carefully find out what this decision is connected with. Depending on the cause, a method of neutralization should also be devised. For example:

• The customer saw a similar product in another store, but at a lower price. Then you need to prove that the sentences are not identical at all. Your product is better in certain parameters, so the price is higher. You can build a dialogue in such a way that the buyer himself realizes the superiority of your product, for example: “Are the glasses in the Alfa store also crystal, like ours, or are they made of glass?”.
• The customer wants a discount. If the policy of your organization provides for discount cards, then make a discount, go forward. Otherwise, however, you are not required to do so. Explain that the price of the product is logical and reasonable.
• The price is really too high for the client. Then you can offer a similar product with a lower price.
• The buyer thinks the price is unfair. Give arguments that prove the objectivity of the price. For example, high quality goods, prestige, compliance with the latest trends, etc.

"I will think…"

Everyone thinks before shopping - someone wants to consult with friends, evaluate the assortment in other stores, or simply reflect on the need for the desired product. Is there nothing the seller can do? Can. Usually people put off the purchase because something stops them - they didn’t understand, but, for example, they are embarrassed to ask. In this case, the salesperson should ask what prevents the client from making a decision, what information he lacks.

Important: set a deadline for the buyer, that is, the deadline for which the announced price for the goods is valid. In other words, tomorrow the selected cabinet will cost 10% more, as the new month, from which the supplier raised the prices of materials.

Closing a deal and resolving issues

It seems that the client is already ready to buy, but even at this stage, failure can occur. The buyer does not dare, and the seller is already afraid of failure. It is important to gently push a person to a deal - to remind him of the possibility of a return within a certain period, of a guarantee, of a discount card that will be issued along with the purchase. Usually this is enough, and as a result, an agreement is concluded, documents are drawn up, etc. Maybe the purchase will be made on credit, then the seller must help the client.

The role of merchandising in sales

Merchandising is the art of selling, that is, a kind of set of activities aimed at increasing sales in a particular store. According to statistics, more than half of all decisions to purchase any product were made by customers standing directly in front of the counter. Why? A person chooses with his eyes ... seeing something, he can suddenly realize the need for this thing. If you come to a clothing store, it is easy to notice that handkerchiefs and gloves often hang next to bags, men's shirts coexist with ties. By chance? Not at all. The location of marketable products should ideally encourage visitors to buy, and preferably not one.

It is believed that the promotion of the product is carried out in two stages. First, the manufacturer organizes advertising campaign– in the media, on billboards, social networks, etc. Its purpose is to inform potential consumers about the quality of the product, its properties and characteristics. Due to the branded packaging, brand, star involved in advertising, the client also creates an image of the product. Merchandising belongs to the second stage, it is a way to draw the attention of the consumer, to show him the goods favorably. So that you want to buy.

Features of sales with cold contacts with a client

Today, everyone faces cold sales - they are often called "telephone spam" because they are carried out solely at the initiative of the seller. Cold contacts can occur both by telephone and in person, for example, by going round the apartments. The client most often does not show any interest in the product, and simply does not want to talk with the seller. However, this does not always happen - out of 50 unsuccessful calls, one may turn out to be winning, that is, to attract a buyer.

The main feature of cold sales is the difficulty in establishing contact with a potential buyer. You call on the phone, but you can’t even imagine - who will pick up the phone? Retired, student, secretary or CEO? How to behave and adapt to the interlocutor in order to interest him? Usually cold callers have developed communication plans (they are called “sales scripts”). However, one must be able to form an opinion about a hypothetical client in the first seconds of the dialogue in order to select the appropriate scenario. It is very important to understand what you are selling and to know everything about your competitors.

Important: in order to engage in cold sales, it is necessary not only to have stress resistance, conversational skills and competent speech, good knowledge about the product and flexibility of thinking, but also a beautiful, pleasant voice that causes disposition and a desire to continue the dialogue.

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Thus, it is quite possible to learn how to trade correctly, increasing sales volumes, if you focus on the needs of the buyer and understand the importance of each stage in the process of selling goods. The world-famous marketer Philip Kotler said that "the client needs to be given a choice, and then he will leave all his money with you." And you can help with the choice ...

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If you want to become a successful entrepreneur, sooner or later you will ask the question: “How to sell correctly?” Let's open a secret: there is no universal way to sell a product or service. After all, each of them has its own customers, to whom it is necessary to find an individual approach. Despite this, there are certain general conditions for the correct, fast and fruitful sale of goods to customers and, as a result, an increase in business turnover.

What influences the purchase

Purchase motivation has its own factors:

• quality;
• saving;
• seasonality;
• specific dates.

A good salesperson knows how to properly sell a product in a store. He will find out the above factors, and then he will offer a product that meets the needs of the buyer, taking them into account. And, as a rule, a certain purchase is always influenced by several factors.

Sometimes motivation is based on emotions. Having decided how to sell to him, the seller will take into account the data about the person for whom the product is intended.

Also, the purchase motivation is influenced by external and internal factors. External are:

• store reputation;
• friend recommendation.

Internal factors are the characteristics of the product. For example, the buyer makes a decision to purchase a thing only on the basis of the appearance of the latter.

The Art of Selling

How to sell goods in the store, on the Internet and by phone? The rule is universal: make sure that the deal is mutually beneficial. Compliance with simple rules will help increase sales several times:

1. Advertising is the engine of commerce. The development of a competent marketing policy, high-quality and thoughtful advertising, and holding events aimed at increasing sales will make a lot of people know about the product. The most effective way is advertising on the Internet or on television. This service is not cheap, but it gives a good result.
2. Sales objection training will allow your salespeople not only to learn how to sell in theory, but also to be able to do it in practice. Pleasure and positive is one of the components of a successful seller. A professional manager sells with pleasure, he does not do it in order to get a one-time benefit. After all, friendly communication with the buyer will push him to visit the store again.
3. Sales technologies allow you to increase the number of purchases and get more regular customers. One of the rules of technology is the assignment of a specialist to a specific buyer.
4. Set up a system of rewards and rewards. Selling “on pure enthusiasm” has never brought big profits to anyone.

The ability to communicate is a feature of a good seller

The initial contact with the client often takes place over the phone. You should not take the time of the client when talking on the phone, it is always better to make an appointment as soon as possible. Already in the course of personal contact, you can determine how to properly sell the product in the store to the seller and demonstrate its advantages to the buyer in all its glory.

Selling goods at an interview also has its own characteristics. Here you need to be a good psychologist, feel the direction of the conversation and not press on the buyer. It is better to share your own impression about the product, you can even mention some minor flaws in passing.

The principle “everyone likes to shop, but not many like to be sold something” is aimed at subtle and tactful communication with the buyer. Even if the sales process develops into a claim on the part of the buyer, you should not give in to emotions.

Profession merchandising

This term is firmly rooted in our everyday life. Large trading companies have entire departments whose employees are engaged in merchandising and know the answer to the question: "How to sell?" This profession in the West is mastered for more than one year. What is merchandising? These are actions that are aimed at increasing sales or turnover.

The main instruments of these actions:

• availability of price tags;
• effective layout;
• compliance with company standards.

There is nothing new. Merchandising rules also worked in Soviet times, but did not have such a colorful name. The price tag as a kind of document for products is the most important component of all this. It carries information about cost and manufacturer. A gross violation of the rules of trade - a discrepancy between the price of the goods and the amount in the fiscal receipt. It is the merchandiser who is responsible for this in large retail chains, in smaller stores - the seller, in the online store - the administrator.

The secret of successful sales

1. The leading role of the seller is the key to a successful sale. The manager needs to be confident in the quality of the product, in himself and in a positive response. Without knowledge, emotions alone will not go far.
2. The presence of scripts and speech tricks in sales techniques allows the seller to easily lead the conversation in the right direction, understanding how to sell correctly.
3. The secret to selling with heavy buyers is that the seller must be able to listen. Then he will be able to determine the needs of the client and make an ideal offer for him. A trick that works: when a potential buyer speaks, he does not have time to come up with an objection or excuse.
4. To make a profitable offer that the client will not refuse, you need to work not with the product, but with the benefits that this product brings and that the buyer can receive. This can visually solve the problem of the client, and this is exactly what he expects from his purchase.
5. Perhaps the biggest secret to a successful sale is to make the customer feel important. Everyone strives to be understood.
6. Phone sales are an effective and fast way to sell by identifying and reaching more potential buyers.

Millions are spinning on the market, but only those who know how to properly sell goods can extract at least one thousand from there.

Effective sales strategy

• Establishing contact and identifying needs are essential steps towards successful sales.
• Understand that the client will be convinced not by what the seller says, but by what he understands from this conversation.
• Do not try to influence the buyer, as this will inevitably cause a negative reaction. Whether a defensive reaction is justified or not, it must be accepted by the seller and taken into account in further communication. This is the so-called "answering objections", a streamlined form of client resistance.
• The final stage is the achievement of the result. It is important to remember: until the client has paid for the goods, the order does not matter. The buyer can always refuse or not pick up the purchased item. That is why, in order to increase turnover, the final stage of the sale should be handled by professionally trained personnel who know how to properly sell goods.

Well-known French experts in the field of merchandising A. Lancaster and J. Chandeson in their book “Effective Sales Strategy” believe that a sale is a kind of transaction where the interests of the parties do not always coincide.