“Wolf of wall Street” and “boiler Room” do not give the right to consider themselves cool sellers, or Why the sales technology does not work
Alexey Krutitsky, CEO of the Training Department, talks about the importance of implementing sales technology in the company’s daily business processes, describes the technique of its implementation and compares two approaches to sales — “classic” and ” modern»
Technology is the basis for successful results. If the cook violates the technology, the restaurant can not only lose visitors, but also go bankrupt on covering lawsuits. Although many technologies are changing over time. Modern new technologies are changing the world around us. But the value of a person and his influence on the result is still extremely important in our time.
In the two thousand years, there were a lot of sellers in our country. This was the most actively developing profession. Back in the 90’s, when the country was covered by Perestroika, this was the most common activity. However, then people were called “speculators”, “shuttles” or “merchants”. Then the names “sales Manager”, “direct sales Manager”, “sales consultant”, “broker”, “realtor”, “agents”, “VIP Manager”appeared. In the same 90’s in Russia there were business trainings, all began to teach sales technology, first the classical model, and then more complex technologies of SPIN and NLP. They trained mostly young and energetic employees, and immediately after training they sent them to use their knowledge in practice. Over the past 28 years, two generations of both sellers and their managers have changed.
Apparently, I was lucky, I had good teachers. And my 30 years of experience in sales and sales management, creating professional training programs for sellers, allows you to see a huge failure in the modern use of sales technology.
Let’s start in order: what are the indicators of a properly working technology?
You have a sales Department that employs sales people. It is sellers, not promoters, not consultants (sales consultants), not designers (make out documents), not cashiers, not advisers, not storytellers. Sellers! So, what is the value of the “salesman” profession?
The seller manages the course of the transaction, creates a trusting relationship with the client, affects the results of interaction, increases the profit from the sale, and has many regular customers. And in this, he is helped by sales technology, love for his business, knowledge and experience. Knowledge of both the products / products that he sells, as well as communication techniques and psychology. And if you still think that such specialists can be born in 1-3 days of training, within 15 years in our country this has become the norm for sales training, then you will not be interested in reading further.
Last year, a network of car dealerships in one of the Russian cities ordered training on complex sales. To the question to the management “How well do your sellers know the sales technology?”the answer was received:” they know perfectly Well, since they pass testing every year to our suppliers/manufacturers of machines. And we have 7 cool brands, so everything is cool and very good!”As they say in Russia — “Trust, but check.” An hour after the start of the training in each of the sales teams-although all participants had experience in sales from 3 to 20 years, none of the sellers could show and tell how the sales technology works. I had to postpone the study of complex sales for a second visit.
What we most often see when we are in the role of buyers. Sellers are young employees and female employees, neatly dressed, able to smile and say Hello, and, of course, they love to tell everything beautifully. And after this story, they successfully or not successfully begin to fight our objections. And where do they come from — so many and such unthinkable — objections?