In today's sales, there are several strategies for profit. Businesses and sellers are more interested in the most productive strategy.
How to choose the best available?
Can an "aggressive" at the initial stage of the business, when money is needed for business development. Or "Klientoorienirovannuyu" during its heyday, when resources are available, and one price competition is not enough?
How to choose your vendors for the universal?
Let's look at the sales process does not in terms of psychology, but from the standpoint of technology. In this article I would like to compare the advantages and disadvantages of each, and offer universal. So ...
The sale process - a process involving the Client within the scope of interests of the seller to sell goods.
"Product" - a common definition for each object, which is engaged in the promotion of the seller: the actual product, service, business, mathematics or politics. In short, the object for which course of action, do one, in favor of the interests of another. Or that same river, from which "forced to drink horse" in the English proverb.
Sales are taking part, at least three participants: the client, vendor and product - the famous triangle of sale.
Strategies differ sellers interpretation of this triangle distributions of accents in the triangle of sales, priorities, objectives or sales oriented:
on the client (that has been satisfied),
on the product (that has been sold)
the seller (to show your skills, or lack thereof).
In practice, sellers, and in practice they are learning the most common two strategies are usually called:
1. Business-oriented (focused on sales), we call it - "Presentation", because the main purpose of the seller - advertise, to present the goods. Ideally: the product should sell itself, and the seller is "in the product."
2. Client-oriented. We call this strategy "Contact", because the main purpose of the seller in it - to join the communication, in relationship with the client, to establish contact, to find out their needs. Ideally: Client should buy to guess, and here the seller "if the Customer."
Each strategy has advantages and limitations. We describe them, omitting details and the details and highlighting what is the essence of strategy. Let's look at the technology of each of the above strategies in detail:
"Presentation" strategy.
Tools for sale are drawn from the supply of goods. Seller is focused on the subject of the sale. He feels himself one with his goods, he seemed to merge with it, covered with a billboard, which is in front of him: "My very good (the best, cheap, exclusive, etc.)!". Objective - to show the Customer wares. And to achieve this goal it intends to direct way - he thinks that if talk about the product as best as possible (interesting, louder, longer, etc.) - the client definitely buy it. So he was taught. The main task - to impress a commodity. Seller "in service" for good. Client it is interesting in the context of "buy - do not buy it." So naturally, the seller loses interest in him as soon understands that the customer - do not buy it, and wondered. The main tool in this strategy seems a commodity. The stronger the impression, the more likely it will buy. Advertising information is intended to convince the client of the correctness of his choice. Under the influence of compelling stories, customer must "impressed" and buy.
To achieve results in this strategy, the seller must:
To draw attention to the customer the goods -
Customer IMPRESSED by goods -
To convince customers of the correctness of his choice.
And for this the seller must:
have information about a product;
To "show good face"
favorably comparing with competitors' products;
impress a commodity - imprint the image of the goods in the mind;
demonstrate its interest in the product, telling how he or his friends have used this product and were very satisfied;
to touch, feel, hold, taste, smell, etc.
TRAINING of this strategy is associated with the development of:
range,
characteristics of the goods;
speech modules, designed to attract the attention of the Client to the goods;
promotional moves that can provide profitable products;
typical responses to common objections about the client product, etc.
The advantage of this strategy - its reproducibility. It can learn and teach others. Advertising moves and techniques whose effectiveness is proven in practice, a seller, you can duplicate, moving into the practice of another vendor.
The strategy works well with the target customers. If a man came into the store with the intention to buy is a microwave, then the seller of the work will depend on results, and transaction amount. Since the seller is focused on the "subject", he sings about a "song" clients (which - a lot, and they are different). When the song finds its audience - the transaction is made.
Work in this strategy can be compared with the actions of "miner" - to find a grain of gold, you need to sift through a lot of sand.
Trap strategy. Since the seller is rotated "back to the Client and to the product - before", he always runs the risk can listen to stories about the product and lose customers. There is a bird - capercaillie, when singing - deaf. When the "advertiser" will go to a beautiful song about a product, he did not notice that the customer has escaped. The loss of the Customer - the main trap lying in wait for the seller's presentation of the model. Furthermore, it is a work presentation model triggers "push" product. The seller, delighting the idea of selling enchants buyer of goods, and when the client came to himself, realizes that his "planted" or "hyped" - and was disappointed in the product and the seller, and the company. Furthermore, when dealing with disinterested customers, actively avoid "harassment" and offers "something to show" speech module "I want to offer you" just throws buyers from department.
"Contact" strategy.
contactee interested in the fact that between him and the client appeared mutual interest. And for that he is interested in the client. "First, I understand what the customer wants and give it to him, then he will give thanks to me what I want" - the logic of this communication. The purpose of the sale is achieved indirectly - as a consequence of the interest the seller to the customer's needs, as a consequence of the ability to solve customer problems. Here, the seller "in service" to the Client. Communication in contact strategy - joining the Client's needs and his conduct in the direction of their interests (of goods). The task of the seller - to find out (see, explore, imagine, etc.) Client's needs and to integrate their supply (goods) into the customer's needs, or help him to form in his new need, which it previously had no idea.
"Classic" example - "sell" Ostap Bender to Ella cannibal strainers, which are in the best houses in Europe. What did he do? He saw her need to appear socialite - and sold the strainer, which helped Ella be glamorous. The main tool here - the seller interest in the person of the client. But the scheme is the same: as a result of the Customer "impressed concern" about it - should take an interest in the goods.
To achieve results in the Contact Strategy, the seller must:
establish contact with the client
find out their needs
"Wear" their products to the customer's needs.
To do this, the seller must:
"Hide" behind the goods and turn toward the client;
demonstrate a sincere interest in the needs of the client;
tell client about it, and not about a great product;
speak with the client in a language he understands, but not convenient to the seller;
answer his questions, not "load" customer "of their education";
be able to turn the conversation on the subject goods.
TRAINING of this strategy is associated with the development of:
types of customers,
types of needs;
typical patterns of communication (how to deal with "impulsive," "stubborn," "silent" and other clients).
The advantage of communication strategy in its focus on the customer, which is especially important in complex and individual sales. As the seller of this strategy is focused on the client (and they are different), it must perform "different songs." Work in this strategy can be compared with the actions of "hunter" who knows "for each animal - their trap."
Limitations and pitfalls of the strategy are:
time-consuming to prepare the seller communicator;
"Flirting in contact", when, being drawn into a relationship with the client, the seller "forgets" about its benefits:
- It perfectly communicates with clients, that's just sales, it has little ...
- Clients come to us to consult, and to the neighbors to buy.
In contrast to the situation where the client "pushed" goods (goods sold and the customer dissatisfied) - Here is the seller starts to feel "cheated" (the customer is satisfied, but the goods are not sold). This means that the impact of such a deal is questionable.
Communication strategy provokes charm Customer care and attention. And the client, feeling obligated to the seller in accordance with the "rule of reciprocity" - buy what it is not necessary. And then he begins to avoid friendly salespeople or to turn out ways of protection. Scare customers can not only boorish but well-disposed.
These two strategies are most common in practice and sellers in the practice of teaching. And, often in the mode "or": the seller or orient to the goods, or to the Client. And then in a concrete situation the possible consequences:
1. seller "hit" in the client's expectations: the one who waits for ads - adverted goods, in need of assistance - extended his hand. Going to the sale began.
2. seller "did not get" into the customer's expectations - move to the transaction is blocked. A conversation with the deaf-blind. And in fact, and in another case, the seller makes a mistake with the choice of strategy, sales breaks down.
This is because it:
a) is not able to test the situation;
b) methods has only one type;
c) does not hold the triangle in sales (customer-product-motivator).
In this case, the seller produced a deadlock. The client has got wrong! Any of the schemes the seller does not fit.
Strategy - Case sales.
Recall that: in presentational strategy the basic question - what it wants my product (as sold)? in a communicative strategy - that my client wants (as he was to meet)? That turns the seller medal sale, people now fall "heads" - customer or product, whether a profit today, or the client to help. Well, that's how the mood will be ....
Neither one nor the other setting is not constructive, as oriented to the interests of one party to the process (the triangle of sales does not work). Exit - to give the seller a setup that would allow him to retain the entire triangle of sale.
If you recall, the scope of interests of the seller (also known as a motivator) - this is not a commodity and not the Client. Field of interest motivator - this is a situation of sale (the situation will be understood as a meeting or intersection of the interests of all three parties). To build, simulate a situation - in this task seller.
Case sales strategy - a mediation model in which the seller Mediator between business interests and the interests of the Client. In another model may be called - intermediary. Question, which organizes and runs the thinking activity motivator - what he wants the situation (how to make it profitable for all participants)? If motivator only thinks about how to sell your goods, or only about how to help the client - it is always in an unstable position. Triangle sales are not working! And training, snatches of "one corner" and makes the product or the customer a priority - will inevitably lead to errors.
What if the seller to teach? There are sellers of good (effective), there are bad. And then there are salespeople trained. And teach them the sole purpose - to make effective. Only strange thing: more and more educated, and good ... Maybe not to teach? Or, indeed, for sale - it's magic or art? If we use a metaphor, the sale - rather, it is an algebra. In any case, an exact science. The more attentive seller "read" the conditions of the problem, the simpler and more reliable algorithm, which taught him - the more likely a buyer will come from the item "I do not want" to select "Buy". The problem is not that the seller's taught a lot / a little, the problem is that he gets redundant and haphazard.
The seller is not obliged to have all the knowledge gained by modern psychology and marketing, combined. Seller must be able to use the tool that is needed in this situation. Multi-purpose tool, perhaps, is - situational sale! To do this it must be taught the three basic skills.
Keep the triangle of sale (ask him framework idea to install a competent domestic setting, explain the mediation scheme and the principle of its action).
Put a double communication skill (and thus protect both him and the Client, and business from the ravages of spontaneous human reactions).
Carry out the technological chain of sale.
The conclusion from all the above is simple, but, unfortunately, is rarely implemented in practice. Teach for a long time and a lot - does not mean teaching quality. Seller must be taught not long, and more, and more specifically, System and technology.
