Sales training. Synopsis for the trainer.

1. Acquaintance of the trainer with the group members (40 min).

The trainer introduces himself and talks about himself, his experience and what training is (asks if someone has been to the training before, what he liked and what he didn't - use this information so as not to repeat the mistakes of others), objectives and content of this training.

Training objectives:

Structuring information about sales techniques

· Obtaining new knowledge and skills

Training and practicing new techniques

Improvement of existing skills

· Experience exchange

Researching your individual options to improve your customer experience

Summary of the program:

1. Acquaintance. Acceptance of the rules.

2. Setting personal goals

3. The first stage of the sale is to establish contact.

3.1 The 40 second rule

3.2 Rule of compliment

3.3 Customization for the client. Mirroring.

4. The second stage is the identification of needs.

4.1 Types of needs

4.2 Types of questions

4.3 Active listening

5. The third stage of the sale is the presentation of the product (service).

5.1 Features and benefits

5.2 Three-step presentation

5.3 SPIN method

6. The fourth stage of the sale is overcoming objections.

6.1 Algorithm for overcoming objections

6.2 Additional methods of argumentation

6.3 Pricing policy

7. Completion of the sale.

8. Positions in the market of my company.

Introductory exercises for participants:

Option 1- "Tell me about your name." Ask participants to share why their parents named them that way, what their names mean, which ones they like, what they call them, and how they dislike them. The trainer can look up the meaning of each participant's name in advance and supplement his story.

Option 2- "Tell me about your neighbor." Participants are divided into pairs, communicate for 5 minutes, and then each introduces their partner.

The next step is that each participant writes their name on the badge. The names do not have to be exactly the same. That is, if there are two girls with the same name in the group, then one can be Natasha, and the other Natalia.

Establishing rules.

Training is a game of life. Here we will try various psychological techniques that can be applied in the sales process and discuss the results. In order for this process to proceed effectively, usually in the trainings, rules are introduced that facilitate the work of the group.

I offer you the following rules:

1. Respect for each other (do not insult, do not call names).

2. Speak for yourself (not "we don't like this," but "I don't like this").

3. Speak in turn (agree on a prearranged signal “I want to say”).

4. Address strictly by the name indicated on the badge.

5. Turn off mobile phones during classes.

There are other rules that we can use: privacy rule, "here and now", come on time, active participation, STOP.

A question to the group: what rules do you need to be comfortable working?

Acceptance of the rules: each participant says: "I accept these rules and I agree to follow them."

We put the list of rules on the board.

2. Setting personal goals (20 min).

Exercise in workbooks # 1:"What I want to achieve and what I am ready to do for this"

As you know, in order to get some kind of result, you must first make some effort. The next exercise is dedicated to the fact that each participant will try to clearly define what exactly he wants to get from this training and what efforts he is willing to put into it.

For example, you want to learn how to persuade a client or overcome objections, and for this you are ready to actively participate in all exercises, ask questions, be on time, etc. Participants are given 10 minutes. to fill out the sheet. Then each of them voices what is written, and the trainer notes for himself which questions are especially important for the participants (they should be given more time during the training).

3. The first stage of sales is establishing contact. (2 hours)

The stage of establishing contact is necessarily present in any negotiations. People need this stage to switch to a new topic, to a new person, to distract themselves from extraneous factors.

In telephone conversations, the stage of establishing contact is much shorter. Question to the group: why?

Because the interlocutor's attention "floats away" faster, because he does not see you,

Because when he picks up the phone he’s ready to talk,

There are several simple rules that must be followed in order to establish contact successfully.

3.1 Rule 40 seconds.

The first impression is formed within the first 30-40 seconds. In this case, it is of great importance:

Appearance: Ideally, it matches the style and level with the client: this contributes to the installation of negotiations on an equal footing. Remember the accessories of business success: watch, pen, mobile phone. Demonstration of superiority, or vice versa, can negatively affect future cooperation.

First phrases: it is advisable to call the client by name and patronymic and introduce himself. It is better not to use the phrases "worries", "I will take away quite a bit of your time." Question to the group: which ones to use? (Positive, like "offer cooperation", and what else? ..) You should refer to the agreement, ask whether it is convenient for the interlocutor to speak (on the phone) and what time he has.

First steps: act confidently, without fuss, offer your business card; specify where you would like to sit. You should not start a conversation while standing: this gives the impression of uncertainty and haste,

Eye contact. If a person does not look into the eyes, it means that he is hiding something, lying, not speaking.

A handshake characterizes your position in communication.

Exercise for 4 participants: one participant closes his eyes and shakes hands with three people. Then he shares his impressions of the handshakes, can try to guess who was where.

Smile: it is easier and more pleasant to communicate with a friendly person.

Exercise for the whole group: smile at your neighbor on the right, try to do it naturally. The smile seems to be transmitted in a circle. The coach can start. For convenience, you can call the participant's name at the same time or say hello.

3.2 Rule of compliment.

Most people enjoy being complimented. An appropriate compliment invites the interlocutor to you. Let's take a look at what compliments can be made in business communication:

Everything that a person flaunts: certificates, diplomas, awards, flowers in pots;

Internal and external decoration of the premises;

Scientific, public and social activities of the client;

Employment, being in demand, the importance of a person (“only you can solve this issue”, “it all depends on you,” positive feedback from bosses or partners);

Photos with famous people;

Personal compliments (only with well-known clients).

The main thing: compliments must be sincere!

Exercise number 2 in workbooks: Try to come up with as many compliments as possible for each situation. Each participant works himself, then we discuss the results in the group.

3.3 Customization for the client.

To adapt to the client means to become like him. People unconsciously trust and choose those who are similar to them. The purpose of the adjustment is to influence the subconscious of a person, showing that "I am the same as you."

You've probably noticed that people who communicate with each other for a long time have similar expressions and words, they adopt gestures from each other, they keep pace. Sincere conversations are usually conducted in an undertone with the same tempo and volume among the interlocutors.

We can go from the opposite: first, adjust to the client, and then, as a result, get his favor and trust.

To do this, you need to carefully observe his behavior, the rate of speech, the speed of movements, gestures, listen to his words, maintain a comfortable distance for him.

Exercise for the whole group: Please stand three people in the inner circle and three in the outer one. Now those standing in the outer circle must first move away, and then approach their partner and find the optimal communication distance for him. At the same time, you can talk about some neutral topic.

Discussion: how did you manage to find this distance, what did you notice in the behavior (posture, speech) of your partner?

Mirroring is a gesture and posture adjustment. That is, imperceptible copying of them. Speech tuning - you need to speak at the same volume or slightly quieter, at the same speed. Use the same words and phrases that your interlocutor says. Mirroring works on the principle "you and I are alike, we speak the same language."

Exercise for the whole group.

Option 1. Half of the participants leave, the rest are quietly given the task to copy the pose, gestures, volume and speed of speech of their future interlocutors. The interlocutors enter, everyone sits in pairs. An approximate topic for conversation - how I spent the summer, time - 5 minutes. Discussion: What are the feelings of those who came out from the conversation? What did / did not work with the mirrors?

Option 2"Scouts". For each participant, the trainer says or writes the name of the person he will be mirroring. Then a topic for communication is given, each participant in turn speaks. During the "shared story" you need to mirror the one whose name you received, and try to notice who is mirroring you. Ideally, by the end of the exercise, everyone is sitting in the same position.

4. The second stage of sales - identifying needs (2 hours).

Each person, buying something, tries to satisfy his need, to achieve his goal. And therefore, when choosing a product or service, certain qualities are important for him. The secret is to first find out what is important for him, and then make a presentation of your product in accordance with the client's request.

A person buys only what he needs for some reason. You can try to guess what motivates a person when choosing a product, or you can determine what he needs, that is, identify his needs. This is done using an open-ended question, since this question assumes a detailed answer, gives the client the opportunity to "talk". There is an important rule: the more general the question is, the more effective it is. For example: "What phone features are you interested in?" or "What is important to you about the phone?" A more general question suggests a freer answer and prioritization: the client will name the most important feature for him first. If a person limited himself to a monosyllabic answer, you can ask a clarifying question: "What else would you like?" Remember the sequence in which he listed his needs (conditions). The return presentation should be done in the same sequence, then you will have a better chance of convincing the client. In addition, it is advisable to use the same words and wording, to speak with the client "in his language."

Exercise number 3 in workbooks: what is important to my clients? Think of two or three of your customers with "special" needs and describe. What exactly was important to them when choosing a product?

4.1 Types of needs.

In the psychology of sales, 4 groups of needs are conventionally distinguished.

Material benefit. If you feel that the client wants to save money or wants to show entrepreneurial qualities, to buy at the lowest (best) price, then you can play on this.

Security. If it is found out that the client seeks first of all to protect himself (for example, from theft, getting into an uncomfortable situation), then in your presentation you should put forward the guarantee, reputation, reliability of the recommendation in the first place. If the client is a conservative, then you need to focus on the tradition of the brand, time-tested.

Comfort. The client wants convenience and high service - give it to him!

Prestige. There is a category of people who only react to prestigious new items. They don't like to watch old movies, things for them lose interest with the advent of something new. If you need to play on the feeling of pride, then talk about prestige, exclusivity, brand.

Needs can be identified in two ways: by listening and asking, or better, both together. A question to the participants: why should they be identified?

Exercise in pairs: try selling a pen to your partner. To do this, first find out what is important to him in the pens. And then describe the pen so that he likes it (in almost his own words).

4.2 Types of questions

Open.

It is impossible to simply answer "Yes" or "No" to open-ended questions, they require a detailed answer; often begin with the words "What", "Where", "When", "How much", etc. Purpose: to get the client to talk, to get information. They are used to clarify the situation in order to better understand the client.

Closed.

Closed-ended questions can only be answered "Yes" or "No"; often start with a pronoun or verb; for example: "Do you like to read ?! Purpose: to obtain consent or confirmation. Used to find out the facts."

Alternative questions ("illusion of choice").

Purpose: to obtain the consent of the client. This is a question that has two answers, both of which push the client in the right direction "Is it more convenient for you to call in the morning or in the afternoon?" or "Do you prefer red or black?"

"Tailed" questions.

The question with a guaranteed "Yes": "Trust is very important when selling services, isn't it?"

Purpose: to obtain confirmation or consent of the client on very important benefits and to ensure the involvement of the client in the conversation: "Isn't it?" "Really?", "Right?", "Do you agree?", "Right?"

Alternative offensive (counterattack).

Purpose: to nudge the client to complete the transaction. "Will you have time to transfer the money by the end of the month?", "If we guarantee this to you, are you ready to sign the contract now?"

Leading.

Purpose: to imperceptibly nudge the client on a positive property of the product, for example: "Probably your children will also use a computer?"

Guiding questions help the client understand yourself that our product is needed, profitable, convenient, etc.

· It is necessary to suggest a problem situation in which the client would need our product (service).

· Get ​​confirmation that the problem exists.

· Suggest that our product (service) solves this problem.

Clarifying.

They are used if it is very difficult or undesirable to answer a direct question from a client. "How much is it?" - “And for how much?”; "What exactly?";

"Will this suit me?" - "And for what purposes?"

Checking the readiness to conclude a deal.

"What did you like?". "What do you think of it?". "Want to buy?"

Exercise number 4 in workbooks: Come up with 2 questions of each type to sell your product or service.

4.3 How to listen correctly or active listening techniques.

There are several techniques for active listening. They allow you to "talk" a person, that is, to give him the opportunity to speak out and be heard. These techniques can become your reliable assistants not only in the sales process, but also in everyday life.

1. Nodding, using interjections "aha", "yeah", "yes", posture of attention and interest (slight tilt towards the interlocutor, open or neutral posture, eye contact).

2. Repetition of a word or phrase of the interlocutor: "It is important for us to do it as quickly as possible" - "As soon as possible"

3. Clarification: "What do you mean?", "What is important to you?"

4. Reformulation: "That is ..." "If I understand you correctly, .."

5. Reflection of emotions: “This is really offensive”, “Yes, terrible”, “You were probably very happy”, “Unpleasant situation”.

6. Summarizing: "So we agreed that ...", "So .."

Exercise in pairs: one speaks and the other actively listens. The question to the second: did you get the feeling that you are really being listened to?

5. The next stage is the presentation of the product or service (2.5 hours)

Question to the participants: which presentation is better and why:

The presentation is structured like a monologue, with the salesperson speaking most of the time.

The presentation is like a structured conversation, while the seller engages the client in a mini-dialogue, discussing all the main points of the presentation in sequence.

During the presentation process, it is necessary to remember about the "edge" effect: the total impression of the presentation is 80% determined by how we start and end our presentation. It is necessary to speak slowly, in short sentences. According to research, half of adults are unable to grasp the meaning of spoken phrases if the phrase contains more than 13 words. In addition, when a phrase lasts more than 6 seconds without a pause, it is understood abruptly. However, it has been noticed that experienced salespeople still use long phrases, but very often use the prepositions "and", "or", with their help a person plunges into a mild hypnotic state, and the degree of customer confidence increases.

Brainstorming for the whole group:"Harmful words" (you can write on the board)

1. Particles "not" and "no" are best replaced with a positive formulation or alternative in questions and statements.

It is not harmful to health.
Can you tell me?
What doesn't suit you?
We cannot make such a discount.

2. The word "if": replaced by the word "when"

You have to place cookies on these shelves.
You will have to carefully monitor the expiration date of the cakes.

4. The words “expensive”, “cheap”, “buy”, “sell” should be replaced with synonyms.

6. Complex terms should be deciphered for the buyer.

	A clear explanation

7. Negative words “problem”, “difficulty”, “does not suit” should be replaced with a positive formulation.

Exercise number 5 in workbooks: How can the same product be presented to customers with different needs? Fill in the table for 4 positions.

Product, service	Material benefit	Security
Grilled chicken	The finished product does not require additional investments	Cooked in a special oven	Ready to eat while still hot.	Grilled food is all the rage

5.1 Features and benefits

A characteristic is an objective property of a product or service. For example, size, shelf life, price, delivery, consultation. The characterization itself is neither bad nor good. Her client can perceive it neutrally: “Well, yes, round. So what?".

Therefore, you always need to translate characteristics into benefits. Benefit is the benefit the client can derive from this characteristic.

· Such a benefit appears due to such and such a characteristic;

· This characteristic gives you such and such a benefit;

· A leading question - yes, we need such a benefit - confirmation by characteristics.

Brainstorming for the whole group: "Features and Benefits"

Specifications
Small box	Easy to lose, easy to carry away unnoticed, take a long time to count.	Compact, takes up little space, saves warehouse space.
Delivery	You need to wait for the car, be tied to the time, and who will unload, what if not something or scrap	Will save freight costs and your time, our forwarder will unload
Pickup

5.2 Three-step presentation

As you know, a person has a mind and feelings. He can make a purchase because he "must", proceeding from rational motives, or because he “wants to”, proceeding from their emotional attitude to the product. A three-stage presentation allows you to influence not only the rational side, but also the emotional one.

So, it consists of 3 stages: characteristic, benefit, figurative picture.

For example: "Alenka" - chocolate, reminiscent of childhood... Therefore, it is always in demand and sells well. Every 5th customer, coming to the store, looks for Alenka's face in the window.

A figurative picture is an emotionally colored image that is pleasing to the listener.

It can be based on one of five senses: sight (see how ...), hearing (hear how ...), smell (smell ...), touch (you can feel, touch ...), taste (sweet, delicate, creamy). For example: "melts in the mouth, not in the hands." It can also be based on humor, color perception (blue as the sky), numbering (statistics), etc.

Exercise number 6 in workbooks: create a three-step presentation for any of your products. Discussion of the resulting presentations.

5.3 SPIN method

Aggressive sales methods are more suitable for small sales, and for large sales it is better to use active listening and competent questions.

SPIN is the art of asking the right questions in the right sequence.

WITH- situational: "what's what?" - collection of information about a person and his business. They can be asked to other company representatives who are ready to communicate.

NS- problematic: "what are the difficulties?" - identification of problems, shortcomings, difficulties.

AND- extracting: "what terrible consequences can this lead to?" - extraction of possible negative consequences of the problems found.

H- guides: "how will our proposal help you?" - a proposal for a solution to the problem.

How long have you bought this car?
Surely due to the long service life, it often stalls? When she stalls, are you likely to be late for an important meeting?
Can being late for a meeting lead to a deal breakdown? And when deals fail, does the family's budget suffer?
How will the situation change if you have a new car? How exactly? Where will you win?

Exercise number 7 in workbooks: Make up SPIN questions for a situation in your practice.

6. The fourth stage of the sale - overcoming objections (2 hours).

Is objection a good or bad sign? This is both doubt and interest.

Question to the group: What is the typical response to a client's objection? “No, it’s not like that.” Give examples. What is the customer's reaction? When people argue, they do not hear each other, each tries to prove that he is right or even that the opponent "does not understand anything at all." Therefore, our task at the stage of objections is not to argue, but to agree. Only not with the whole objection, but with a small part of it.

6.1 The objection overcoming algorithm consists of 5 steps:

1. To listen to the client, that is, to give him the opportunity to object

Sometimes it is necessary to give the client the opportunity to fully speak out so that the objection "dissipates". So, for example, by repeating the last word of the client, you are encouraging his efforts to concretize his objection.

For example, in response to a typical customer objection: "It's very expensive." - you can ask again: "Expensive?" After that, you need to pause and let the client speak.

2. Psychological adherence to the objection.

You let the client know that their objection is reasonable and justifiable. This can be achieved through a conciliatory statement: "This is a very important question", partial agreement: "Yes, this is indeed a very expensive car" or a compliment: "Interesting remark. You are the first to notice this. "

3. Clarifying questions.

You are asking a series of questions to clarify the nature of the objection. For example, the answer to a typical customer objection "It's too expensive" might look like this: "Compared to what?", "How much do you think it should cost?" As a result, the objection may turn out to be objective, doubt (lack of information) or substitution (another real objection is hidden behind it). Depending on the information clarified, we carry out argumentation.

4. Argumentation.

At this stage, we formulate the benefits of your proposal in a few phrases based on the information obtained in the process of asking clarifying questions. You are giving a specific answer (explanations why).

5. Call to action.

Answering the objection, gently call for a deal.

All of the above does not mean that you have to go through all 5 steps every time. But knowing these steps gives you the freedom to choose one way or another to deal with objections, depending on your specific situation. There are some steps you can skip, besides the psychological attachment step, which is always appropriate and always effective. The secret is that you do not argue with the client, do not confront him, as he expects it, but remain with him "on the same side of the barricades."

6.2 Additional methods of persuasion.

· Influence of the law, rules. "This is how it should be ...", "In accordance with ... you must." Enforcement of the law is therefore a conditionally effective method in the Russian Federation, as it provokes opposition. Effective for people who do everything "right" or "right". Question to the group: with whom of your clients can this method be applied?

· Impact of mutual agreement. "As we agreed with you ..." Equality of parties, joint decision-making. Effective if agreement exists and if the person is responsible. Who of your clients can and shouldn't use this method?

· The influence of group norms. "It is so accepted in our country", "It is accepted in this business." For people who respect written and unwritten norms, or for those for whom you are an authoritative organization. Which of your clients can you use this method with? And what are the pros and cons of the phrase "Everybody does it"?

· Expert influence. An expert's opinion on this matter. You can act as an expert yourself, a statistician or a third party. “I faced such a situation and propose ...” With whom of your clients can this method be applied and with whom not?

· Impact of reward. Acceptance of your proposal will bring the following benefits to the client. As a characteristic and a benefit. “You will do it, which will give you ...” It is important to know what benefit this particular client needs. Give examples from your practice: clients who value different benefits (criteria).

· The influence of coercion. An extreme method. "If you don't, you won't be able to grow further." The effective ratio of reward and coercion is 70% to 30%.

· Selling faults. Nothing is perfect, there are flaws in the work of any company. You can talk about a disadvantage that is UNSIGNIFICANT for the client, and after that - about the significant benefits for him. Disclosing flaws will demonstrate your honesty to the client, and you will further endear them to you. What disadvantages of your product, service could you voice to your clients?

· Shift into the future or "fitting effect". Detailed discussion of future cooperation, as if a decision on it has already been made. For example, calculate the potential profit or increase in the number of buyers. You can create a figurative picture: "In this dress you will be the queen of the evening." How can you use this trick?

· "Best of the worst". Everyone has such a disadvantage. The rest of the options are even worse

Let's generalize the scheme for overcoming objections:

1. Consent (settlement of the dispute)	With the fact of objection: "Yes, this is a really important point" With part of the objection: "This is really unpleasant"
2. Clarification (what exactly does not suit you)	Accordingly, the objection may turn out to be objective, doubt, or substitution.
3. Argumentation (corresponding to the true reason)	Influence of the law, rules. The impact of mutual agreement. The influence of group norms. Expert influence. Influence of reward. The effect of coercion. Selling flaws. Shift into the future or "fitting effect". "Best of the Worst"
4. Summing up (summing up)	Thus, we agreed that ...

Exercise number 8 in workbooks: Write down typical objections from your clients or those that are especially difficult for you to deal with. Write an algorithm for working with them. Play in pairs.

6.3 Pricing Policy.

Discussion for the whole group: what do your customers mean by expensive?

Basic techniques for working with the price:

The words cheap and expensive can be replaced with ...

First, form the value of the product, the transaction for the client, then negotiate the price

At the beginning of the meeting, it is better to answer that there is a wide range of prices from and to

Find out if your budget is tight

Find out which price segment the client is targeting

The price should be stated confidently and clearly, without apologizing or regretting. The price corresponds to the product and services.

Consent: price is an important parameter

Clarification: what is expensive for the client (price for the end user, price as an opportunity for quick turnover, price as an opportunity to make a good markup, price as a factor in promotion costs and staff time)

Argumentation: breakdown of the amount by installment days

Additional service: free shipping, accepting returns

Discounts (last)

Leading question: if it is too cheap somewhere, then what could be the reason?

8. The last stage is the completion of the sale (1 hour).

There are several ways to complete a sale:

1. Make a direct offer and pause.

They say that only one way of putting pressure on the buyer is justified, namely in the form of a pause that the seller must keep after a direct offer to buy. There is an opinion that the first one to break the silence is less likely to have a favorable outcome of the situation. It should be said that pause is important in all five stages of the sales process. It is true, however, that holding a pause takes more courage than speaking.

2. Create a rush.

For example: "Last 10 tickets left ..." It seems that customers are terribly in love with one phrase, and for them it is really completely safe: "I need to think" or "I'll come back later." Make the client think they often regret their indecision. Let your client feel that if the purchase is postponed until tomorrow, then he will not be able to enjoy it today.

There are a number of stories experienced salespeople tell customers in order to get them to buy. The peculiarity of metaphors and stories is that. that they are relaxing, emotional and memorable.

3. Give a "try"

There are several channels of perception: visual, auditory, tactile. According to the dominant way of perception, people are conventionally divided into visuals, audials and kinesthetics. To convince a person, you can not only tell, but also show, tell, give to touch (taste, smell).

The Xerox company rented out its copiers, and. as it turned out, people bought them back later. In order to make a client fall in love with your product, you need to let him touch, hold, try on this product, let him feel it with all five senses. This method is often used by shopkeepers that sell animals. They allow you to take the animal for a certain period, so that later, if you want, to acquire it permanently (although in relation to animals, many find this way of selling too inhumane). As a rule, during this period, clients - and especially their children - have time to get used to a live purchase.

4. Presumption of the fact of the transaction.

The seller builds a dialogue with the client, based on the assumption that he has already made a purchase decision and all that remains is to clarify some details of the purchase. For example, he asks: "Will you pay by cash or credit card?"

Thus, the seller tries to place the customer in the zone of inevitable purchase. The salesperson does not say, "If you buy this car," but instead says, "After you buy this car."

5. Completion with five questions.

Question 1. There must be a good reason for your refusal. May I know what it is?

Question 2. Are there any other reasons besides this?

Question 3. Suppose you could be convinced that ... Then you answer yes?

(If the answer is no - question 4 or 5)

Question 4. So there must be some other reason. May I recognize her?

Question 5. What could convince you?

In any case, whatever the result of the sale, the task of the seller is to summarize the meeting and end on a positive note. If a customer has made a purchase, remember about the "after-sale" service, thank for the purchase, give a compliment, walk the customer. The seller, who immediately after the payment loses interest in the client, leaves a negative impression of himself.

Discussion for the whole group: how do you usually end the sales process and why exactly? What other ways would you like to try?

9. The company I work for (40 min)

This block is dedicated to market orientation. The seller must know well his competitors, their advantages and disadvantages, as well as the place in the market of his company.

Exercise number 9 in workbooks: competitive advantages of my company.

Exercise number 10 in workbooks: our competitors, their advantages and disadvantages

10. Completion of the training (30 min)

Feedback on the training results. Summarizing.

Discussion for the whole group: open your sheets "What I want to achieve and what I am ready to do for this." Have you achieved your goals? Have you made your full contribution?

Your impressions of the training: what did you like and what did not? What are your wishes?

Please fill in the final questionnaires

Thank you for your work. It was pleasant and interesting for me to work with you.

Selling your own or affiliate training courses is one of the most lucrative ways of earning money. But the question is - a how to sell information products on the internet?

I will tell you about the simplest and most effective scheme, which, moreover, gives the opportunity to go to autopilot.

Features of promotion

Unlike product offers, courses, trainings or coaching are promoted on the Internet in a slightly different way - selling on the forehead practically does not work for many reasons, the main of which are:

• unwillingness of the target audience to purchase - the so-called cold target audience;
• the presence of a large amount of free information on the Internet, albeit of dubious quality;
• man's love for freebies.

The Internet is packed with info on everything from "how to hammer a nail" to "treating chipmunks." Anyone can write an article or shoot a video on Youtube without being responsible for their content and veracity.

And people are mostly looking for something that is free, or. at least cheaper, and it does not matter that they are given something inoperative or frankly unusable. They do not want to understand that no one will share really valuable and, most importantly, working information for free, and spend their time creating an information product that will not pay off.

The second aspect is why it is ineffective to sell information products head-on to an unprepared audience - potential buyers are at different stages of decision-making:

1. Cold audience - have not thought about the problem yet.
2. Warm - looking for different ways to solve it: free methods, independent experiments.
3. Even warmer - he chooses among the authors, reads reviews and so on.
4. Hot - looking for the proposed product.

And getting to a warm audience through advertising is problematic. Imagine you are selling an English language course through Yandex Direct. The user clicks on the ad, sees the price tag and thinks: “Why buy ?! I'd rather look for free lessons. "

How to sell information products

Here, multi-step or non-standard schemes are used.

A simple example of multi-step online sales is offering free but valuable material on a paid information product in exchange for contacts. In other words, a subscriber base is collected, which, through a specially configured funnel, is prepared for the purchase of the main information product.

Therefore, many Internet affiliate programs of information products advise driving traffic to the subscription page for free, and then the subscriber is “warmed up” through a series of letters and at the end it is offered to buy paid material. That is, the partner attracts traffic for free, and the authors themselves sell coaching, courses or trainings and pay commissions upon the sale.

I used to do this too, and it seemed that something worked out, but I stopped in time.

Justclick:

E-Autopay:

Why did you stop?

There is only one minus in the above methods, but very important - for each new partner information product you will have to spend your money and time to attract traffic. After all, you replenish other people's subscriber bases, according to which the authors will make repeated sales at no extra cost, and all by you.

We conclude that in order to sell information products on the Internet easily and without problems, you need your own base of loyal subscribers.

Best sales scheme

As you already understood, such sales are built simply:

• Users are offered a free but valuable information product - a PDF book, video tutorials, text documents and other formats, the so-called lead magnet.
• In exchange, those who want to purchase it take contact information, that is, the person enters the mailing list.
• Further, through a configured series of messages, some inexpensive information product is sold to him.
• In the future, you can repeatedly make sales of both your own and partner information products using one or three letters on the database.

And so, first, you need a lead magnet to attract subscribers.

Where to get a free information product

If the answer "create it yourself" puts you in a stupor, there is a solution that is used not only by beginners, but also by most of the well-known information businessmen.

It is simple, and at the same time very effective - buying a reseller kit from a well-known author. What is a reseller kit and what does it include?

This is an information product with resale rights. Usually, it includes some valuable freebie (lead magnet), a ready-made funnel with a series of letters, promotional materials, templates for selling and other pages, as well as training lessons on setting up and launching your own info-business based on the kit.

I can offer you a high-quality, demanded and inexpensive reseller start kit.

What is included in it, you can see on the page by clicking on the image. This is a complete set of materials for information business with video instructions for setting up and launching.

By the way, the bundled free is quite valuable - a list of the most profitable affiliate programs and video tutorials on working with them. When you build up your subscription base, you can sell information products on the Internet from these affiliate programs - they are very high quality and highly converting.

I won't cover a lot about the lead magnet - download and check it out for yourself.

A funnel set up according to the instructions will generate income on autopilot - isn't that what you want?

A sale consists of many elements that are connected at one point. Connecting all the elements takes time and painstaking work. You have to start somewhere.

Today we will talk about a test task that I give to my clients before starting coaching. This task should be “done stupidly” and describe the results. I recommend keeping your notes carefully, they will still be useful to you. How easy it is to complete these tasks, read at the very end. Clients come with different skill levels, with different work experience, so I conditionally divided the tasks into 3 groups.

1.Froggy - those of you who are not yet consulting for money. Consultation is free - please, but taking money is inconvenient. If you recognize yourself, then I suggest you complete the task:

Within 2 weeks, you need to carry out 10 consultations and receive 100 rubles from the client as a fee. Yes, only 100 rubles. This at the entrance cuts off freeloaders and you acquire the skill to talk about your fee. If you are ready to receive a larger amount, bet a larger amount.

It is important to make explanatory notes for these consultations: what did you get, where you got stuck, what kind of client resistance you coped with, what the difficulties were. What feelings they experienced when they called the amount of the fee and when they took the money. As a result, you should have research experience of at least 10 consultations.

The clients can be your acquaintances, neighbors, work colleagues or friends from social networks (Skype has not been canceled).

2. Middles are those of you who advise "for 3 kopecks" per hour. For various reasons, you hesitate to raise the cost of your services and continue to work hard to earn something. You run after clients, you are ready to work at an inconvenient time for you, just to make money.

The task for you is simple: raise the cost of your services by 1.5 times and hold 10 consultations at a new price.

You also need to make notes on the results of this work: what was the most difficult thing when you first mentioned the increased cost of your services, how your feelings about 3, 5 and 10 clients changed. What customer objections you dealt with easily, and where difficulties arose.

3. Power users - you are experts with experience, your qualifications are high, and your income leaves much to be desired. I suggest you complete the following task:

Psychologists tend to sell their time. Both the client and you do not know how much you will earn today - 1 hour, 1.5 hours, 2 hours.

I suggest that you get this kind of experience of interacting with a client: You name the amount of your fee for a consultation, and then specify within what time frame you will work. Example:
"My consultation costs 3000 rubles, we will work with you within 1.5 hours" Thus, you have the clarity that you will earn 3000 rubles for your service, spending 40 minutes, 60 minutes, 1.5 hours will go. For the client, this is also clarity and certainty.

I suggest that you make notes of observations of your feelings when you use this method of work, plus the client's reaction is important - are there any objections what they are.

So, you have made the decision to complete one of these tasks. Chances are, you start to come up with explanations for clients why you are acting this way today. This increases your anxiety and turns on self-sabotage, which can manifest itself in any way: you put it off for later, get indignant and say that this is “complete bullshit,” you are not doing the task at all.

And now the promised relief to your suffering. The brain has such a property: when we talk about things that are obvious to ourselves, we calm down and relax. "Tell the truth, it will be easier for you." Therefore, there is no need to invent anything, tell the truth to the client. You can say that now you are doing a coach's task, you are gaining new experience - this is true! Since you are reading this post, it means that the topic of selling your services is relevant to you and you can become a participant in this training by completing the proposed tasks and gaining new experience. When clients hear that you are undergoing training and are doing something new for themselves, they begin to support you. They provide a lot of valuable and useful information for you. Listen, write down, clarify, ask again. At the moment, the client gives you values ​​and also pays you for the consultation.

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One of the best ways to share information useful for a certain circle of people and at the same time make good money is to conduct "live" trainings and seminars. This type of information business has long gained popularity both among potential presenters and among potential listeners. However, the organization of such an event, as well as any other mass event, is not at all an easy task and is associated with the need to solve a number of problems.

The first and fundamental problem in this series is, of course, attracting the audience for which the training will be conducted. Even the most valuable information, the most effective form of its presentation, the best presenters and other important characteristics of the future training do not have any significance for ensuring its desired attendance. As with the promotion of many other services, there is a so-called "start-up crisis" in the promotion of trainings. While the proposed training is not known to anyone - no one has the motivation to become its visitor, and while there are no visitors - the training remains practically unknown. This construction is a kind of "vicious circle" and those who could not escape from it - as a rule, remain only potential organizers.

The first way to break out of the "vicious circle" is to conduct your own training among relatives, friends and acquaintances. It's not a bad idea anyway. It is, of course, not related to the desired income, but it allows you to "test" the information product in conditions close to "combat", to make the necessary amendments to it, to take into account comments from the outside and your own critical assessments that arose along the way. But as an advertisement for training as such, this method is practically not suitable. Offline advertising is too expensive and in this case is absolutely not optimal. Therefore, the ideal way to promote trainings, especially at the initial stage, is various promotions on the Internet - both paid and free.

It goes without saying that this assumes that the advertised training has its own website or at least a simple page on which all its conditions are described (topic, summary, form, time and place, cost and payment methods, etc.), and contact details are also provided. It is to this page that you need to attract traffic so that some of its visitors in the future become visitors to the event. As for the traffic sources, it makes sense to use the following:

3. Advertising on social networks. Practice shows that this method is very well suited for promoting "live" events, including trainings, since the core of the audience of social networks is made up of people seeking communication. Such advertising can be used in various forms:

However, one should not think that it is enough to place advertisements in the indicated sources and the problem of attracting visitors to "live" events will be solved. First, a lot depends on how competently the advertising campaign will be built as such. Secondly, it depends on how effective the selected advertising platforms will be for this particular event, based on its subject matter and, accordingly, the target audience. Therefore, an advertising campaign without evaluating these two factors is fraught with losses instead of profit, when advertising costs will not pay off in full or will not pay off at all.

In this regard, aggregate statistics on an advertising campaign are very useful in this regard, with the help of which you can compare the real return on advertising on a particular site. To do this, you need to understand how much time, energy and money was spent on a particular advertising channel, how much traffic was received on the event website as a result of these costs, and how many orders were received as a result of these visits.

Firstly, this will allow you to quickly cut off advertising channels that are not effective in principle or are not effective for a particular event, so as not to waste energy and money on them. Secondly, it will make it possible to polish and optimize the advertising campaign on those sites that show good, but not maximum efficiency for it. Finally, it will show which advertising methods and platforms to focus on.

However, the task of obtaining such statistics is also not too easy to solve. Modern and accessible tools for everyone, such as Yandex metrics and google-analitics, have very serious functionality, but they require no less serious analytical work on the received data and settings for each local task. In addition, they are external resources for the sites to which they are installed, therefore they do not track the further relationship of a particular visitor to the site's offers after he has left it. Therefore, they are designed to a greater extent for versatile projects, and not for offering exclusively goods and services.

In this sense, the most appropriate, and in some cases the only possible product of choice, are the appropriate tools built into various platforms for doing business on the Internet. Unfortunately, only a few of them offer similar functions to their users, but they do exist.

If this is not the first time you have visited the BizTips website, but have not yet signed up for the newsletter, it would be important for us to find out the reasons for this. We would be very grateful for your participation in the survey. Thanks!

Sell ​​trainings- simply. Much the same as quitting smoking. The economic redistribution, called the crisis, offers a new market environment. Whoever copes, he goes "uphill", who does not - it is better for him to change his profession. It is not for me to judge those who are out of work, and even more so those who move without reducing their activity. But since many really good business coaches are still used to thinking in terms of tools, I want to offer my own vision of selling training programs. These are not recommendations, rather, just gymnastics for the mind.

Why Sell?

The main question is, first of all, you need to deal with yourself. It is one thing to teach, and another to change people's lives. Not all business coaches are ready for this. Changing the lives of a large number of people is a responsibility, a serious responsibility. And every one who is out of work now is not morally ready for this. If only because they themselves need clients. It's simple. If they could not take upon themselves that very responsibility for their own life and change something in it for the better, then there is a disagreement between the words at the training and the actions in life. People feel false. Is always.

That is why clients who can and want to change something in their company with the help of a coach have stopped doing it. They just don't believe in training. For most customers, training is something like an event. Team building programs, the so-called teambuilding, are sometimes prepared by the same specialists who hold parties and conferences. I am sure they are good specialists in their field. But they just do not understand that during one of the psychological exercises that have been safely ripped off the Web, some employee of the client can get psychological trauma for life! And they do not understand because there is no appropriate training. It's like mixing training grenades with real ones, and then making a movie about the war. The main thing is to be fun and realistic.

As a result, we spent money, had fun, and nothing changed. Absolutely. Those who were shy - shy, those who were in conflict - are in conflict. Until there was a crisis, everything was sold. The customer was calm about the result, or more precisely, the lack of it. The coach was chosen according to the principle "like it or not." The client paid, silently realizing that the money was wasted. There are still a lot of them. There were many ... Now, on the contrary, the money supply has decreased. And corporate parties and trainings were in the forefront of unnecessary expenses. It's a pity…

Further, experience is life experience. To be a coach in demand now, one must have either extensive work experience or specialized education. That is, education stating that a person can work with people in a group. This comes, I repeat, either with experience or with education. For example, with a psychological one. There is no other way. Economists, marketers, lawyers are not taught to understand human actions. A completely different category of thinking. Their brain works in a completely different way, and it takes years to change the program in consciousness.

In addition, you need the ability to build relationships with people. If a coach is a competent person, he does not sell himself, but rather builds a relationship. And even if he has not communicated with the client for a long time, he is remembered. Recommendations are followed. They are eagerly invited for consultations. And again the question arises. Why sell? A good business coach doesn't need clients - he is busy.

Selling methods

One of the original methods of selling trainings was demonstrated by my Moscow friends. They organized a training festival, where they gather people from their acquaintances and acquaintances. Then they do something like a jam session. Five or six coaches take turns going on stage and demonstrating their skill (read charisma) for an hour or an hour and a half. People who are interested, then go to the trainers and they get clients. The organizers, accordingly, profit from inexpensive tickets. Everyone is happy. This is a real training show, if I may say so at all. Great promotion element! The solution turned out to be so simple and ingenious that there is no end of people who want to hang out all day, communicate with like-minded people and look at various training programs. It turns out purely in Russian: cheap and cheerful and damn useful! In my opinion, this is the best system for selling open trainings. Especially if you consider that all coaches who want to show off in front of the people do not receive any fee, but rather pay money. Sales went after the festival with him (her) or did not go, for my colleagues there is no difference, they still connected the person to the organization. Now, if you approach him correctly, you can pull up part of his circle of acquaintances into the same structure. In addition, all guests of the festival are registered and entered into the database. Further, a blog is created in LJ, and all guests of the festival are invited there. One day: "About a miracle!"

Photos from the festival are posted there. And all, as one, burst into the site to look at themselves and others. And then a community appears, something like a club. Where once a week in some pleasant place in the center of Moscow people gather, drink tea and chat in anticipation of a new festival. They bring their friends to the club, and they bring theirs. You don't really need anything. 300 rubles entrance fee and an experienced moderator. Coaches, old and new, also come there, hoping to gain clients. There they also perform briefly and present themselves. The client and the seller in one get-together - a marketing miracle of the 21st century! Brilliant! Simple and ingenious!

There is another option. Specialized organizations that bring together a lot of potential customers. The dream of any training company. Starting from the club of entrepreneurs of the city of X somewhere in the Astrakhan region and ending with the Moscow Chamber of Commerce and Industry. You just need to make the leaders of this structure your own sales operators, and for a real percentage they themselves will supply you with clients. I don't think it's easy. And then the mechanism is quite simple - presentation. At any event of such an organization, a presentation of a book by a business coach who wants to acquire new clients is held. Guests are presented with copies of the book, especially dear ones with an autograph. And that's all. They automatically turn into customers without knowing it. Now you need to go to them and talk directly about services. 30% will buy immediately, the rest will become customers after multi-step relationship building. That is, holding three or four meetings and receiving feedback from other entrepreneurs. This method requires serious preparation. Especially in the area of ​​negotiations. The sales efficiency of business trainings is extremely high. The main thing is to be confident in your own abilities. Once something goes wrong, and all your customers will know about it.

The third way is to create the so-called "blue ocean". That is, to find a niche that has not yet been spoiled by competition. I will give an example, an option that was developed by a well-known business coach and consultant. Victoria Shukhat... She managed to combine exhibitions and trainings in order for exhibitors to get the maximum result from the exhibition process. Note, not from training, but from the whole process. Which in its essence has nothing to do with training, as such. The result is a unique project - "Expo-training". Now exhibition companies include the services of the Expotrening company in the cost of their square meters at the exhibition, along with their standard services. As they say, check and checkmate. Now Victoria is provided with clients for a long time.

Trainers - sellers

Hence the moral - it is possible and necessary to sell trainings. To do this, you need to consolidate, discard ambition and envy. Strange, but coaches have envy. It's strange because they should be a priori people to be equal to. But no. That is why it is difficult to sell trainings. You can create a union of trainers or a creative workshop of trainers that sell each other. What does it look like? Each more or less sane specialist has his own database of customers, they create a certain conglomerate of several people and start selling each other. Having the skills of a negotiator, knowing in advance information about the decision maker and the problems of the organization, it will not be difficult to formulate a tempting offer. Trainings of any format are excellently sold here. The main thing is the desire to work.

The main moral of this moral is that trainers should sell trainings. Nobody canceled direct sales. Even in a crisis. So consolidate, brothers, and go ahead! Selling your colleague's trainings is great gymnastics for your mind!