“When my mother-in-law spoils my mood, I eat my favorite cake in our coffee shop”, or 10 secrets of successful sales
Many sellers often choose the same sales strategy at the beginning of their professional career and use it for many years, not knowing that different types of customers and different situations require a different approach. Evgenia Makarochkina, psychologist, head of the positive change center “Territory of opportunities”, explains how to diversify sales strategies and how to find keys to different types of customers
Sales are a process.
From the point of view of psychology — the process of communication between the seller and the buyer, the quality of which depends on whether the transaction will take place. That is why it is so important to rely on an effective model of communication with the client when choosing a sales style.
The era of the consumer is over: now people buy from people
Sign the current time is: ended the era of the consumer (where the main character shortage economy was the product, not the buyer) and the era of vibrates (the era, when supply greatly exceeds demand). The current buyer has nowhere to hurry, goods and services are in abundance, and he is no longer ready to “swallow” the seller’s inconvenient behavior. Therefore, one of the most productive ways to increase sales is to learn to feel the customer, to become more attentive to their requests and wishes, to begin to understand the psychology of the chooser, knowing that the chooser does not buy from the company — he buys from a person, that is, from you.
In writing the article, I relied on a hypothetical model of “store clerk”. Let’s look at a few cases that are worth paying attention to.
Help the client feel comfortable
In the context of self-esteem, there are three categories of buyers: insecure, confident, and self-confident. It is easy to distinguish different States by behavior, tempo and timbre of the voice, and manner of communication.
A salesperson trained in sales scripts will seem aggressive to an unsure person and will most likely refuse to buy. A self-confident person will perceive a seller who communicates with customers in the language of learned schemes as not competent enough. What should I do?
Give the unsure visitor time to get used to it, to look around. You should not immediately run to meet him with the words: “What can I do for you?”Don’t be Intrusive. To begin with, silently catch his eye and openly, friendly, smile. And only some time later offer your help: “I see that you are interested in this product. I can tell you more about it.” And then offer a choice: “what exactly would you like to know?»
The self-confident visitor always knows exactly what he wants. He usually studied the product information in advance, so he feels like an expert. He has already come with the intention to buy, so it is important for the seller to make a sincere compliment to his competence and once again confirm the advantages of the selected product.
Visitor confident it should be an open dialogue on an equal footing. He will be happy to hear about how he can buy a better product in the same price category. It is important to the level of competence of the seller, whose knowledge will help make a purchase decision. A confident visitor does not communicate with the seller — with a person, so feel free to show yourself. A particularly confident visitor will appreciate the friendliness and wit of the seller and will allow him to persuade himself to buy a more expensive product if he sees value in it.
Pay attention in an unusual way
In the context of the number of purchases made, there are also several categories: visitors, casual buyers, and loyal customers.
A visitor is a person who first appeared in your space and, most often, accidentally. Perhaps he was interested in an ad or something unusual in the window. And it has no purpose to buy. He’s just curious. The seller’s task is to win over the visitor and attract attention in an unusual way. For example, the phrase: “Hello. How well you came to us.” And then the question: “What can I offer you?”At the very least, offer a good mood. And to it-a unique product that is popular. And be sure to explain why. There is a high probability that due to this “reception” the visitor will move to the category of buyers.
A casual customer will visit more often if the previous experience of communication was positive: the person not only left with the purchase, but also felt understood and satisfied.
Meet loyal customers as good friends, it is appropriate to remind “by the way” about past “successful” purchases. Point attention from the seller is always very attractive, motivates the purchase of new products, because the buyer feels like a VIP person.
Leave a good memory of yourself, and customers will definitely come back. By paying attention to the customer in an unusual way, you win over your competitors.
Leave your personal at home
The buyer wants to communicate with a professional. He doesn’t care if the salesman’s head hurts, if he has a quarrel with the household, or if he has had a good night’s sleep. He is only interested in the product-without the extra weight in the form of a bad mood of the staff. Although the buyer can afford to be, let’s say, out of sorts. So focus on the workflow. You can think about personal things during your lunch break.
And it would be good to learn the skills of conducting a dialogue when the client is irritated or demonstrates aggressive behavior. Remember: his aggressiveness is situational, do not take it personally and, thus, do not become a target for resetting emotions.
A person with a high emotional charge is inclined to communicate. This can be used to increase sales. With the help of a good joke, for example: “When my wife has the same problems, I take her shopping. Treat yourself to a purchase in our store.” Or: “When my mother-in-law spoils my mood, I eat my favorite cake in our coffee shop. Helps to calm down. Want to try it?»
You can extinguish the charge of aggression in different ways. A huge number of cases on this topic are posted on the Internet.
Sell not the product, sell the value
Now almost every customer is an expert. Before deciding which item to buy (whether it’s a yogurt or a car), he builds up his competence and comes to buy it, knowing the parameters and characteristics. It is already prepared. But! In the same thing, everyone will see their value. One is practicality and convenience, the other is brand and prestige, and the third is safety and health benefits.
The modern buyer does not buy a product — he gets a result, an emotion. Not a heater, but comfort and warmth in the house. Not a drill, but a picture hanging on the wall.
The need is the final category, and it ends one day if the product is not produced in the context of planned obsolescence. You can’t buy more than two beds for a family of two if you just sleep on them. But if you sell different values, the number of sales becomes almost infinite. For example, you can sell health (the latest orthopedic bed). Or the joy of having beauty (handmade natural wood bed). Or prestige (the bed of a famous designer from this year’s collection).
Ask the customer what they want from the product, and sell them not just the product, but their dream.
Offer options, seduce with benefits
The chooser can only select in the selection field. The main torment for him is not to make a mistake. Help him. Profitably show the advantages and disadvantages of different products in the same price segment. Let’s understand that you, first of all, care about the interests of a particular person, and not about the benefits of the store, and for the next purchase will return to you.
Unlike needs, values are dynamic. Therefore, when a customer comes for one product, he is almost always ready to abandon his decision in favor of a better one. Offer him a product of better quality, but a little more expensive. The buyer is willing to pay slightly more if the seller’s offer will seem beneficial to him is reasonable.
If the buyer is in doubt, specify what it is: that is, between what and what he is now choosing. Sometimes doubt can be born on the most unexpected ground. For example, the feeling of guilt that he spends his salary on his own interest, and not on the interest of the child or family. As a psychologist, I can say that in some cases, money “spent on yourself” will bring more benefit to the family than money spent “for the home”. For example, a woman bought a dress (which she likes), not a slow cooker. Her positive mood is more profitable for everyone than buying household items.
Help us figure out what will be a “momentary” benefit (to get rid of remorse that you buy for yourself), and what will be a long-term loss in such a situation (annoyance and bad mood because of the dress you did not buy).
Offer more options. Ask: “what exactly is missing to make a purchase?”Or, “What else can I suggest that you make a decision?” Convince (without manipulation and deception) of the profitability of the acquisition.
Offer, not impose
Do not impose a product that is recommended by the company for sale in the first place. This scheme (sell what you “need” to sell) works, but lately it’s getting worse and worse, because the client comes prepared. At the very least, he read the product reviews. And if the reviews and the seller’s words do not match, then the customer, seeing the discrepancy, not only will not buy this product, he will not buy anything from you at all.
Build into the client’s logic, rather than embed it in your own. Sell him what he wants to buy, not what you need to sell, and he will definitely leave with the purchase.
Become a competent friend for a while.
Remember: your task is not to sell at all costs, but to entice to buy.