Sales technique 5 stages examples. Active sales technique. Basic rules for cold calling

In this article, we will look at the main stages of sales that will bring the transaction to a successful conclusion. Read on to find out what the main stages of sales are necessary to complete a deal, what sales technique is potentially successful, and what salespeople must categorically refuse.

What are the stages of sales

The sales process is divided into the following stages:

1. Preparation for sales, psychological attitude;
2. Establishing contact with the buyer;
3. Identification of needs;
4. Product presentation;
5. Work with objections;
6. Completion of the sale;
7. We say goodbye to customers, consolidating a pleasant impression, confirming the correctness of the purchase.

Each stage is important, contributing to the achievement of a certain result. It is not necessary that every transaction has a strict sequence of these seven stages of sales. Every sales manager has an individual style of sales, so you need to work with different options for dialogue and approach, with the selection of the most effective options. Although in the work of novice sellers, the problem of neglecting the stage of identifying needs or insufficient identification of needs is common. Because of this, the main loss of customers occurs.

Stage 1. How to prepare for sales

1. Catch the "drive". It is unlikely that the calls themselves are able to particularly improve mood and give a charge of vivacity. But here it is important to consider one effective secret for better work. Just think about your hobby - what do you like to do? Each person has their own hobbies, and the emotions that you experience during your favorite activity are important here. Try to remember this state. You do not deceive your body, but stimulate the brain to work effectively, despite experiences and stress.
2. Set up for victory. A similar principle operates here - give the body a certain “hook”, remembering your sales successes.
3. Set yourself up for failure. In controversial and risky situations, when the probability of failure is high, prepare yourself for possible failures. Indeed, in this case, it is possible to get rid of far-fetched fears and more confidently conduct their negotiations.
4. Tune in to a partner. When communicating with a new client, you need to think not about money. Why are you starting negotiations? To help your client - and this is the main thing!
5. Schedule all the most important things in the morning. With proper planning of the daily routine, the morning becomes the most successful time for an attack, establishing contacts and agreements, achieving the desired result.
6. Tune in to "eat the elephant bit by bit". It is rarely possible to reach exclusive conditions and excellent discounts from the very first call or meeting. The first few meetings are usually only a preparatory stage for the formation of the relevant powers of attorney. So set yourself realistic goals for each day.

Stage 2. How to establish contact with the client

Scientists have proven that information is perceived by a person in the following ratio:

• 55% - visual information, through gestures and facial expressions;
• 38% - auditory information, through the intonation of speech;
• 7% - verbal data through the meaning of words.

Therefore, non-verbally we perceive 93% of all information. Therefore, it is not the information itself that is extremely important, but how we do it.

A positive customer experience is formed from the following factors:

1. The appearance of the manager. Make the impression of a successful person so that partners want to cooperate with you.
2. Behaviors. Confidence and proper manners will emphasize your confidence and willingness to cooperate.
3. Gestures. With too wide gestures, the interlocutor may get the feeling that you are embellishing your information. If you refuse gestures during communication, you will be perceived as an insensitive and dry person. With the constant repetition of the same gesture, this can become annoying.
4. Facial expressions. An evil expression on the face can disfigure any beauty. But a smile can transform even ugly people. Facial tension can indicate a person's insecurity and excitement. Try to work with different facial expressions, try on appropriate expressions depending on the situation.
5. Glance. When looking away, the interlocutor may have a feeling that you are depressed, you are tormented by a feeling of guilt. It is very bad if the eyes "run". Because it testifies to the untruthfulness of a person. With a hard look, you can dominate, but it repels. An open look allows you to create a favorable impression and dispose to communication.
6. Vote. It is necessary to control the speed of meeting the opponent in order to adapt to him. The voice should be confident and loud enough.

Negotiation techniques from special forces, politicians and big businessmen

Negotiations are always a duel. What is the most important thing in a fight? Do not show weakness, be confident in your own abilities and prepare in advance for any turn of events.

How to resist the manipulations of clients and manage people yourself, the well-known television and radio host Vladimir Solovyov told the editors of the Commercial Director magazine.

How to strike up a conversation with a client

1. Greet the client. Any contact with a client should begin with a greeting. Before a verbal greeting, you should meet the interlocutor's eyes and smile.
2. Ask permission to enter. When entering the client's office, you should ask permission to enter, but it is important to do this in a confident voice, without fawning.
3. Introduce yourself. Many companies set service standards by which a manager must present himself to clients. A justified approach when communication with a client will last at least 10 minutes. The name should be pronounced clearly and loudly enough. The introduction should be short enough - no more than 2 sentences.
4. State the purpose of your visit. The sales representative should indicate the purpose of the visit. In the case of retail sales, this item can be skipped. You need to formulate the purpose of the visit immediately in 1-2 sentences. You should indicate in your goal and what you can be of interest to the interlocutor.
5. Start a Small Talk. A few phrases of sincere compliment to the client and his company or office.

Expert opinion

I came to the meeting in jeans, and the conversation did not work out

Ilya Malikov,
General Director of Samospas, Moscow; candidate of technical sciences

When I was just starting a business as a young man, I had a meeting with the Vice President for Security at a major university. I arrived at the meeting in a T-shirt and jeans, went to the office and said hello. But the meeting did not go well - my appearance obviously surprised the vice-rector, he asked me to wait outside the door. It turned out that he simply mistook me for his student. Then I realized the importance of working on the image.
Now employees of my company, when communicating with customers, must follow the established dress code. At the conclusion of the contract, the specialist comes in a strict suit, despite the heat. And for employees of the delivery service, a special uniform, suitcases and a branded car are provided.

How to connect with a client

1. Listen carefully to the client.
2. Retell what you hear from the client in your own words. Try to understand the information received from the client, retelling it in your own words - so that he understands, you perceive his speech.
3. Note the emotions of the interlocutor. Note for yourself the experiences and emotions that are manifested in words, gestures and behavior.
4. Ask the client to be specific about what they are saying. The position of the client should be clarified, especially on issues that express his basic needs for economy, security and social status.

Stage 3. How to identify customer needs

When working in sales, it is very important to be able to ask questions to the interlocutor, as well as to be able to actively listen to the client and keep the conversation going.

Why asking questions is important:

• prevents empty chatter;
• the ability to avoid disputes;
• manages to sort out the thoughts of his interlocutor "on the shelves";
• understanding what your client needs, how you can get it;
• revealing the vulnerabilities of your opponent, while giving him a sense of his importance;
• the opportunity to invest the interlocutor with the necessary idea, turning it into the idea of ​​the client.

I came up with a model to advise a client

Neil Rackham,

business consultant

SPIN selling, developed by our company, involves consulting the client, understanding the current situation and helping to solve the problem. However, consultants often encounter a characteristic mistake - a lot of attention is paid to their question, but not enough attention is paid to the answer itself. But the problem is in the answer. Instead of understanding the other person's response, the counselor states, “I've got an idea! You have to do this and that."

In the work of many non-professional consultants, a study is proposed by the efforts of 10 specialists together for five months. But time for the client may not be as important as savings.

The main mistake most sales people make is that they are too eager to communicate a product offering. But experienced professionals do not give an answer until they understand the essence of the client's problems.

The second common mistake is regarding the cost of the product as the key to success. After all, even with the importance of the cost of the service, other factors that are more significant for the client can often be identified.

Stage 4. We present our offer

In order to make a presentation, it is necessary to use the concept Properties - Benefits - Benefit, where:

1. Properties are the characteristics of the product, its features.
2. Advantages - this is what your product compares favorably with other similar or similar products.
3. Benefit is the benefit a customer gets from using your product. The presentation should be based on the advantages and benefits of your product.

The benefits are different:

1. Functional - direct benefits to the customer through the use of the product.
2. Emotional - depend on the emotions of the client that arise when using the product. An especially important condition when selling expensive and branded goods;
3. Psychological benefits - for feeling a certain state. In particular, for a sense of masculinity, self-confidence, etc .;
4. Social - benefits that determine the place of a person in society. Including belonging to a particular subculture or social class.

When working with retail clients, a number of the following factors are important for the buyer:

1. Product quality.
2. Cost of goods.
3. Reliability of the product company.
4. Does the product act as a means of investment.
5. Product competitiveness.
6. How the use of the product will affect the vanity and pride of the customer.
7. Product design features.
8. To what extent the use of this product becomes a habit.

When working with a wholesale company or organization, the following factors deserve attention:

1. Increasing the prestige of the organization.
2. Company profit.
3. Prospects for the development of the client's company.
4. Beautiful product packaging.

The main reason for buying a product is getting more profit than with a deal with a competitor. Such a benefit for the client is always a priority.

• Closing a Deal: 12 Techniques to Convince a Customer to Make a Purchase

Stage 5. We deal with the objections of the client

In practice, various types of objections can be heard from customers. During negotiations, customers object for various reasons: to get rid of the manager, to get a discount, to get favorable conditions, etc. The task of the salesperson is not to succumb to manipulation and sell the value of the product to the customer.

Methods for dealing with objections depending on the type of question

1. Pointless, unimportant objections and questions. In this case, people usually try to confuse the seller, partly to assert themselves at the expense of him. You can ignore such a stupid question or postpone its discussion until later.
2. Hopeless objections. Usually refers to the purchase of a similar product or lack of money. In this case, you do not need to spend a lot of time on the buyer, especially if there is a queue in the store.
3. Objections with hidden meaning. Usually, the bulk of the objections fall into this category, especially phrases about the high cost of the goods. This suggests that the buyer has not sufficiently realized all the benefits of the product.
4. Objections about negative experiences from acquaintances. It is really important for the buyer to understand how true the reviews of his acquaintances are. If the reviews are really true, you have to think about how to beat the identified disadvantage so that it becomes an advantage.
5. Objections based on stereotypes and emotions. Each person is individual and the list of possible stereotypes can be very extensive. It is difficult in each individual situation to predict the possible emotional reasoning of a person, while it turns out to be almost impossible to rid him of a long-term stereotype. In this case, the client should be provided with promotional or introductory information - and you can switch to the next one.

How to prepare responses to objections

1. Write down on paper all the objections that your customers have raised.
2. All objections further should be arranged depending on the frequency of pronunciation by customers.
3. Opposite each objection, you should indicate your answer to such an objection - indicate the words that you say to the buyer.
4. We memorize our answers.
5. Now there will be a prepared answer to the already familiar objection.

Stage 6. How to complete the sale

You can encourage the customer to complete the purchase using the following approaches:

1. Ask an alternative question. An alternative question will allow you to understand the client's intentions, giving him the right to choose, facilitating unobtrusive decision making. The client will not feel the imposition of the goods, he will be sure of an independent decision to purchase the goods.
2. Create an artificial shortage of goods or time. This technique is effective for people over the age of 30 who are still faced with times of deficiency. This example is also suitable for people with impulsive behavior. The client understands that the goods may soon end - and you need to be in time now. A similar effect can be achieved through the dissemination of information about sales and promotions, or an imminent price increase.
3. Narrow the sale down to one question (narrow the question). We summarize all aspects of the purchase on which we agreed, remind the client that there are already agreements between you on certain issues, after which we highlight the only issue that needs to be agreed upon.
4. Offer the client a “trying on” of the product for themselves. We discuss how the client will use the purchased product. It is necessary to speak in such a way as if the decision to buy has already been made. It is supposed to discuss all the benefits of the client through the purchase, he begins to feel the product as his own.
5. Make a small concession, discount, gift. This method is used with a noticeable interest of the buyer in the product, a lot of questions on his part, no objections, but he is in no hurry to make decisions, while he does not express obvious doubts and does not leave.
6. List the benefits. With the right identification of needs and understanding of important benefits for customers. In this case, remind the buyer of all the important advantages for him, arguing his opinion on these characteristics.

The following methods of closing sales will also be relevant:

1. direct deal method. We directly ask the buyer a question about the readiness to purchase or place an order.
2. Initiative transaction method. We discuss all the benefits with the client, removing all objections. We say “Great, I’m glad you like this product. Let's get down to formalities."
3. trial trade method. This method is suitable at any stage of sales in order to stimulate the client to make a purchase. For example, "By the way, what date did we plan to deliver?".
4. Method of removing objections (technique of three "yes"). This technique is used in case of doubts of the client and his desire to think. In this case, arguments "for" the decision to purchase are given. “Does this car have a fair price?” - Yes. "He's in excellent condition" - yes. "And the color suits you" - yes. "The characteristics of the car suit you" - yes. Our goal is to lure out as many positive responses as possible. After so many, yes, it will be difficult for a client to refuse. If he answers one of the questions in the negative, he will need to justify his refusal - the seller will have the opportunity to indicate his arguments.
5. Method of filling out the form. When you have done a great job with the client, but continues to be silent without making a decision, try to start filling out the documents for the goods. The more points you fill in and the more data you receive from the client, the more his willingness to cooperate increases. But you should not work with documents with strict reporting and the number of forms, so as not to spoil them.

Stage 7. How to say goodbye to customers

1. Sellers behavior. There should be no reluctance to help clients, despite the bad mood and fatigue.
2. Cashier behavior. When closing the cash desk, any employee must politely warn people in line not to occupy it. And also apologize for the inconvenience.
3. There should not be a closing of the store for 10-15 minutes. until the hours specified in the schedule.
4. The administrator needs to respond quickly to the appearance of queues.
5. Control the intonation of the seller when communicating with the buyer. The client should not have the feeling that they are not happy to communicate with him. Managers should learn to smile before their greeting to soften their tone.
6. Managers need to be weaned from talking on the phone while there is a customer in the store.
7. Invite managers with a high degree of sincerity and education to work.
8. Simplify the process of returning and exchanging goods. Indeed, when returning goods, the client has a lot of stress, often aggravated by the rudeness of the staff. With a calm and correct return, the buyer will definitely return.

Information about experts

Elena Ivanova, General Director of the network of coffee and tea stores "Kofetut", Moscow. She graduated from the Institute of Economics, Finance and the Law of Reserve Officers with a degree in law. During her studies, she implemented several trade projects: a network of gas stations, a network of flower shops, a restaurant of Russian and Georgian cuisine. Has experience in business management since 1989. "Kofetut" is a company engaged in the wholesale and retail sale of tea and coffee. The company was founded in 2002. The number of staff - 20 people. Official site - www.kofetut.ru.

Ilya Malikov, General Director of Samospas, Moscow; candidate of technical sciences. Graduated from Moscow State Technical University. N.E. Bauman with a degree in economics-management, received a Ph.D. from the St. Petersburg University of the State Fire Service of the Ministry of Emergency Situations of Russia. He worked in the company "Vento", which sells climbing equipment, went from a courier to the head of a retail network. In 2006, he founded the Samospas firefighting center. He teaches at the Moscow Educational and Scientific Complex of Fire Fighting of the Academy of the State Fire Service of the Ministry of Emergency Situations. Samospas LLC. Field of activity: production and sale of means of rescuing people in case of fire. Number of employees: 25. Annual turnover: 85 million rubles.

Anton Shmataluk, Consulting Director, RDTEH, Moscow. CJSC "RDTEH" Field of activity: management consulting, automation services. Number of employees: 286. Main clients: Bank of Russia, VTB, Vimpelcom, Gazprom, Megafon, MTS, Sibur Holding. Annual turnover: 2,029 billion rubles

Neil Rackham, business consultant. Well-known expert in b2b sales. Gained international recognition in the 1970s with a massive sales performance study supported by multinational corporations: over 12 years, 30 experts studied 35,000 successful sales of goods and services in 23 countries. The project budget was $30 million. Based on the results of the research, Rackham developed an innovative technique for effective sales, which he described in his book SPIN Selling.

It is very important for a sales manager to master the technique of effective sales. It is from the knowledge of the methods and the ability to apply them that the final result of the activity of such an employee depends. Of course, in order to significantly increase the conversion, it is necessary to understand the logic of decision-making by buyers.

For this reason, the results of psychological research are often used to infiltrate the minds of a potential audience of clients. Understanding the intricacies of the human psyche and the reasons that cause certain reactions in the brain, you can find the most effective approach to the client. If this is done as successfully as possible, then the costs will be much less, and the profit will increase many times. That is why the sales technique of a sales manager is a key moment in realizing the goals of the organization.

classical technique

There are many methods and ways to sell any product. The manager's "5 stages" sales technique is a classic, the basis on which the work of such specialists takes place. The professional level at which a person is located depends on the ability to bring this technique to life. The "5 steps" includes a specific sequence of actions that a manager must follow in order to achieve the desired effect.

The first step involves getting to know and establishing contact with the buyer. The bottom line is to immediately leave a positive impression, to predispose a person. To do this, you need to ask more informal questions that will make the situation less tense. The client will feel more relaxed and comfortable. For example, a home appliance sales manager at this stage should introduce himself, understand the issue and enter into a phase of active interaction.

The second stage of the sale

For some reason, they like to avoid this stage, and in fact it is almost the most important point of the whole technique. The sales manager's sales technique should involve identifying the person's needs. Indeed, even regardless of the plan or the task set by the management, the employee must first of all listen and build on the desire of the client. Often the buyer himself clearly does not know what he wants. And it is at this moment that you can turn around, because thanks to the methods of suggestion and manipulation, it is easy to achieve the desired result by satisfying the consumer.

The third stage of technology

This stage includes the communication of information about the proposed product and about the company itself. For example, a household appliance sales manager should tell not only about the model itself, but also about the manufacturer. It is necessary to demonstrate the advantages and disadvantages, as well as the characteristic features of a particular object.

Do not forget also that the presentation stage should be contained in this stage of the sale. It is the third stage that is implied by the methodology, since by this moment the employee has found out the needs of his client. A lot of people make the mistake of putting this stage in the first place. Then the increased percentage of failure is not surprising, because it is impossible to hit the target without finding out the desires of a person. The presentation will be most effective only if the buyer is a priori interested in this object. Again, playing on the feelings of the consumer, you can conduct a demonstration in a certain way. This moment is purely individual.

The fourth stage of the methodology

The sales manager's sales technique includes work with claims and objections. An employee must understand a person not only at the stage of his desires, but also be able to extract from clients what does not suit them. There is nothing good when the client does not express any comments, but the transaction is not completed. It only means that people are afraid or for some reason do not want to voice their opinion.

The duties of a sales manager for household appliances also involve working on errors, but in the absence of information, there will simply be nothing to analyze. After all, only if you understand your mistakes, you can correct them and improve the workflow as a whole. All stages of the sales manager's sales technique can generate objections from the client. They need to be handled professionally and competently. That is, perhaps the reason for the refusal lies in an unidentified interaction with a potential buyer, poor presentation, misunderstanding of needs, or simply distrust.

Fifth stage of the methodology

The job of a technology sales manager involves the use of many different methods and techniques. It is necessary to remember various techniques and tools of influence, and always apply them in practice. Much depends on the type of client the manager is dealing with. An important moment in this process is the completion of the transaction. This action must also be carried out correctly.

Often the clients themselves are indecisive in this matter, and they need to be pushed to end the transaction. Very rare people themselves ask about making a purchase and are interested in the delivery time of the goods. A good manager, seeing satisfaction and agreement on the part of consumers, will definitely ask about the conclusions. The closing technique is applied even when a person does not show signs of readiness to pay for the goods. The reason for this may lie in the unwillingness to take responsibility for making a decision. In this case, the choice made ostensibly by the manager, but according to the needs of the person, will greatly alleviate the uncertainty of the client.

All of these five steps are classic sales techniques that you can follow to get good results. But it is necessary to take into account at each stage some nuances that allow you to individualize the approach to each buyer.

Entering into trust

Sometimes, in order to encourage a person to make a purchase, he needs to provide an additional incentive. Most people in their choice are very indecisive, because they simply do not know what they want. In order to overcome this barrier, you need to infiltrate the trust of a person. This is possible thanks to the mixed type of marketing research. These include:

• home test;
• hall test.

Such techniques allow not only to identify the needs of a person, to determine why the product does not work or how they will react to the new product. An important advantage of mixed marketing research is that it demonstrates the capabilities of a product to potential buyers. To see with your own eyes, to try and feel is much more important than to hear from a consultant in words. Nothing will demonstrate the full benefits of an object like being able to test it.

The first type of marketing research, home-test, gives a person time to get used to a product or service. In this way, they demonstrate such goods, which cannot be assessed instantly. The trial period increases the likelihood that a person will get used to the object and not be able to refuse it. For example, a sales manager of computer equipment, offering a demo version of his product, can count on a positive result of the transaction. Most often, people want to continue using the product, and even for money.

The second type of marketing research, hall-test, gives instant results. Its essence lies in the fact that the client immediately expresses his opinion after testing the product. For example, car sales techniques for managers often include a test drive offer. It is difficult for a person to make any decision in principle, and as for such a large and serious purchase as a vehicle, it is even more difficult. But when the buyer has tried the product, it is much easier for him to make a choice. This method is not only good for a type of product such as cars. It is often used in the sale of food products.

The big advantage of this method of overcoming the barrier is its free basis, which is very attractive to many people. It is only important to correctly formulate the proposal itself. It should be soft, unobtrusive. The potential client should not be pressured, but the wording should be as attractive as possible. You can create several options in order to understand which method is more effective in the process.

Power of persuasion

It is not for nothing that the resume of a sales manager of equipment includes not only information about education, work experience, results of activities in the previous workplace, knowledge and skills. The personal qualities of the seller are also important. Such a profession requires not only responsibility and communication skills, but also the ability to convince other people, to gain confidence in them. Not everyone can predispose a person to himself, and the result of the work depends on this.

The main thing in the work of a manager is to convince a person of his uniqueness, originality, as well as the importance of his opinion. Only when clients feel needed do they actively contact. This makes it much easier to connect with your potential audience. Various methods of suggestion are based on the psychology and subconsciousness of a person, which is why they are so common in marketing campaigns, namely at the stage of product promotion.

Market segmentation

To choose the most effective way to influence your customers, you need to isolate your target audience and understand their desires. Market segmentation can be carried out according to three classification criteria. These include:

• geography;
• demography;
• psychotype.

The first sign narrows the circle of buyers according to the area. First, the coverage area is highly dependent on competitors. If they are not there, then people will travel great distances to get what they want. For example, an agricultural machinery sales manager can be sure that his potential audience can be concentrated not only within one locality.

The second attribute, demographic, includes various indicators that characterize the client. These include age, gender, religious and national affiliation, social status, material security, marital status, and the presence of children.

The third sign, psychological, is the most interesting for marketers, as it allows you to narrow the circle of potential customers as much as possible. The factor is determined by the degree of security, upbringing, character and psychology of making a choice. Depending on this, the following psychotypes can be distinguished:

1. Motivated. These are people who are limited in finances. They pay attention to all kinds of promotions and discounts, as they try to make purchases in the most profitable way. This group includes pensioners and students.
2. Conservatives. They include a lot of people in the middle segment. This type is characterized by unshakable decisions. They clearly trace the line between value for money. Clients of this type are constant in their choice and preferences.
3. Self-sufficient. These are people who prefer to purchase branded goods in order to satisfy their pride. They are a little selfish. But, making an expensive acquisition, they are guided only by their capabilities and the idea that they deserve it.
4. Careerists. This type is a bit similar to the previous one, especially in love for expensive things with a well-known brand. But unlike self-sufficient ones, the purpose of their purchases is to demonstrate their superiority over others.
5. Individualists. It is very difficult to adapt to this type, as its representatives prefer to go against the current. They choose everything unusual and only in order not to be like the rest.
6. Hedonists. For these customers, the pleasure of the acquired is important. They pay attention to everything beautiful, the aesthetics of the perceived is important to them. Often the decisive factor for them is packaging and appearance.
7. Simulators. This type is the most easily affected. Their own opinion is not clearly expressed enough, they prefer to be guided by the choice of other people, whether they are just acquaintances or celebrities from the screen.
8. Innovators. This includes mainly the young and energetic, those who do not like constancy and monotony. They yearn to experience everything that was not there before.
9. Intellectuals. These clients are concerned about the spiritual component. Most often, this type includes educated and highly moral people. Family values ​​and traditions are important to them.

Admitting mistakes

Sales manager safety practices include minimizing negative feedback from customers. One way to achieve this is to acknowledge your own mistakes. Not always the result is curled from external factors and circumstances. Often the cause of failures is the very policy of the company and the work of the staff. By noticing and correcting shortcomings in time, a computer equipment sales manager can increase his rating not only among buyers, but also in the team.

By apologizing for what has been done, the company makes it clear to its client that management does not bypass such cases. This again restores the buyer's confidence in the organization. It is also important to note that the situation will not only be corrected, but will not happen again.

telephone sales

Demonstrating a product and convincing a person with just the power of one's voice is a real art. This is important for such a specialist as a construction equipment sales manager. That is, it is relevant in the case when it is very difficult to visually present the product. In this case, you need to be persistent, but not intrusive, as this will only alienate potential buyers and ruin the reputation of the company as a whole. People simply won't answer calls.

Using the telephone sales method, it is important not only to have information about the product itself, but also about the person. Indeed, in this case, the potential buyer should not be chosen randomly. You need to understand who and what to offer, and how the product will help a person in solving his problems.

Client interaction

Establishing contact with the buyer is the key to successful sales. This can only be done using various methods. One of these is the search for common ground. So, you need to show that the client and the company are united in some idea. Similar intentions for many are a decisive factor when making a purchase.

Also important to attract customers is the good name and reputation of the firm. If the name is always heard, there are good reviews, then the potential audience will not have doubts about the quality of the product or service, as well as the integrity of the company. In this case, you should always have on hand quality certificates, licenses and other documents confirming the good level of organization and goods.

Interaction with customers is also in the constant maintenance of interest from buyers. A tool to maintain interest can be not only novelties, but also interesting, unusual approaches to work. In this case, buyers will always be satisfied.

In active sales of goods and services, the sale itself is conditionally divided into sales stages and usually distinguish five classical stages, these are sales stages from establishing contact to closing the deal.

Stages of sales guide for b2b managers:

It is customary to consider stages in sales that there are five or 7, 10, 12 or even 13, but this is a conditional division into sales stages of a technique for better memorization, because the sale itself is precisely the sales process, that is, the manager doing certain actions.

In addition, depending on the situation, you can completely skip some actions and still get the desired result.

In fact, in our trainings, we cut the entire process of active sales into separate frames, we make such a minute-by-minute storyboard of the entire sales process.

Therefore, we have each of these five classic sales stages divided into several smaller stages, one or two short specific phrases long, which you use in a live dialogue with the client.

We do this in order to make it easier for you to remember the sales technique, the stages from the first contact to the completion of the transaction and to quickly master the sales skills themselves, in fact, this is one of the features of our sales school.

Let's go back to the classic division into sales stages.

Usually a manager needs to do all these steps one step after another in sequence, this is the classic sales manager's sales technique, then he can get the result.

The result is to sell, that is, to receive money from the client "for that super-duper vacuum cleaner or nano-excavator" that you usually sell to the client.

But life is such a thing that everything always goes according to plan and this is absolutely normal.

Therefore, some stages in some sales for one reason or another in real life with a real client are skipped or cut, or swapped. Some stages can be swapped and skipped, some cannot. More on that below.

These five classic stages of b2b sales are a blueprint for an ideal sale, a plan that is better to follow, remembering that in real life everything will definitely not go according to plan.

The basic idea is that when you have a plan, which means you are prepared, so when you are prepared, it is very easy to improvise.

If, for example, you work in a car dealership (MVideo, Leroy Merlin) and sell cars (vacuum cleaners, mowers), and a client with money stands in front of you and begs to sell him a car (vacuum cleaner, mower) faster, because in an hour football starts at the stadium. No need to force him to do a test drive.

Take the money, fuck this test drive, let him catch the football.

On the other hand, it's important to remember that if the customer doesn't like you (Sales Stage #1 Establishing Contact), then don't sell, they'll buy elsewhere. Why? Because a person usually buys from someone he likes and doesn't buy from someone he doesn't like.

Therefore, before you sell, you first need to please the client.

Establishing contact - sales stages No. 1.

How to do it? Very simple. In the first 1-5 minutes of the meeting, you can easily solve this problem.

There is a rule of three pluses when establishing contact.

It says: in order to please a stranger, you need to evoke positive emotions in him at least three times. You can easily do this with:

1. Non-verbal behavior (including smiling)
2. Make a compliment
3. Ask a question like “tell me YES!”

Establishing contact is also greatly facilitated by a business suit (in fins and a diving mask it will be much more difficult to sell, of course), polished shoes, a confident voice and goodwill towards the client.

After you have established a positive contact (this is about five minutes of your time), you move on to the second stage of sales, Identification of Needs.

Just make sure you have the boss in front of you. And the guard, and the driver, and the secretary can be interesting conversationalists, only you will not sell them anything, because they have no money, the boss has all the money. Who is the decision maker and how to properly ask him the question “hey, uncle are you the boss?” .

Identification of needs - stages of sales for sellers No. 2.

This stage of sales by phone or during a personal meeting must be earlier than the presentation stage, otherwise the deal is considered a failure.

The main problem of many sellers is that they immediately start presenting their product, telling how super and duper it is.

Usually they do this knowing about the stages of sales, but they do it out of fear that they will have nothing to say to the client. If you do not talk about a product or service, then what to talk about?! They are afraid of an awkward pause, silence, so they immediately begin to chatter, quickly giving the client a lot of characteristics of their product.

The stage of identifying needs is very fond of lazy sellers. Lazy in the best sense of the word.

The more the customer talks, the more likely you are to sell them your superfood [your product name here].

The trick at the stage of identifying needs is to ask certain questions in a certain sequence and be able to agree with the client (active listening) so that he answers the questions with pleasure.

The recipe in a nutshell is this: about 20 questions no more, mostly open-ended questions, a few closed ones, a little alternative, and a pinch of closed ones.

Once you've done the research phase and figured out what idea a customer would part their money for and buy from [your product name here], you move on to the next sales phase, the presentation phase.

Presentation of goods - stages of sales No. 3.

Here, too, everything is simple. At the presentation stage, you simply repeat the idea that is valuable to the client and for which he is ready to fork out and make a deal with you. He told you about it himself at the research stage.

By the way, a presentation is not a PowerPoint presentation. A presentation is any convenient place where you can "show the product face": in a restaurant, on a hunt, in a sauna, in an elevator, finally, a car, etc. and so on.

The trick is that you express the idea voiced by the client in specially composed phrases, which are called in the sales of HPV (FAB) phrases.

These phrases link your product feature to a specific customer benefit. With the benefit of this specific client of Ivan Ivanovich, and not all clients similar to Ivan Ivanovich, who usually buy your ideal and wonderful [here is the name of your product].

There should be no more than 5-7 such phrases in the presentation of your product, the client will no longer be able to perceive.

Be sure to tell the client colorful stories about third parties at the presentation stage. About how cool it was for one of your clients who bought from you, or about how everything was covered with a copper basin from another, because he did not buy on time.

These are selling bikes. All sellers tell them, successful professional sellers have 10-20 sales tales prepared in advance (video).

At our trainings, we teach to tell sales stories, this is a special technique used in politics, psychiatry and in church sermons, that is, where the speaker's speech should convince other people of something. Yes, well, we also teach you this at our trainings.

After you've made your presentation, the classic division of the sales stages is the stage of overcoming objections.

Overcoming objections - stages of selling goods and services No. 4.

In fact, objection handling is needed at any stage of the sale of the goods or services that you are selling. The seller's task is to anticipate customer disagreement by reducing their total number at all stages of interaction with the customer. Well, for those "no" that still remain, they competently deal with them.

The client will definitely argue and resist, the sale is made only after five or six "no" of the client is an established medical fact.

The main feature that helps to successfully overcome these obstacles on your way at the stage of selling goods or services No. 4 is “agreement” with the client.

No matter what the client says, we "agree" with him.

We need his money, not a medal with the inscription "I [your name here] is right!" We don't need such a medal, do we?

Here is an important point, pay attention - we do not agree with what the client specifically says. Not with his words, but with the fact that "yes, my friend, you have the right to think so."

We show the client that we respect his opinion, whatever it may be. The client has the right to his personal opinion, we recognize this right, and then we apply a special algorithm to overcome his "no".

How do you agree with a client who says "...your plastic windows are of poor quality"?

Very simple.

“Peter Ivanovich, I agree with you that the issue of quality is very important when choosing a plastic window….” and then continue, putting forward an argument FOR.

That is, when answering an objection, not boxing "I'm a fool", but aikido.

In every industry, clients disagree on my experience as a salesperson and sales coach in different ways. Well, just because they sell windows there, another customer sells steel pipes, the third one sells yellow bulldozers.

Well, see for yourself:

Why do you have such expensive windows?

Why do you have such expensive steel pipes?

Why do you have such expensive yellow bulldozers?

You see, they're a little off.

But regardless of the industry, there are about 20 - 30 of the most common "no", no more. That is, every time the same "no", everything is very simple, whether it is sales of cars, trucks or power equipment, sales of timber houses, sales of commercial equipment or sales of services.

Once you have dealt with and overcome the "no" of the client, you move on to closing the deal.

Completion of the transaction - sales stages No. 5.

At the stage of closing the transaction, you simply gently push the client to the fact that it would be time to buy already.

Of course, there are small nuances of how to do this, but the general meaning is this: stop presenting when it's time to finish. Easily move to the completion of the transaction, offer the client to make a purchase.

There are several simple techniques for doing this, for example, such as a sample:

After you have given a presentation, you make a short summary of what has been said:

“So we have considered this and that, Pyotr Ivanovich, tell me which of these did you like the most? (PAUSE, waiting for customer response).

Usually the client liked at least something, otherwise he would have kicked you out the door a long time ago. Here the client, seeing that you have stopped and are waiting for some answer from him, understands that he must give birth to something in response, he says something like: “Well, you have that shiny crap on your tractor / haymaker / intergalactic vacuum cleaner [here, in general, the name of your product] seems to be nothing." Then you ask the following question

How about you in general? (PAUSE, waiting for customer response)

Once the client liked at least something, then in general it will be easier for him to convince himself that he likes the whole of your [here is the name of your product], so the client usually answers this question in the same positive way or approvingly mumbles or nods in agreement head. Next you ask the following question

Petr Ivanovich, Would you like to clarify something? (PAUSE, waiting for customer response)

If yes, please specify; if not, then...

“Peter Ivanovich, I am very glad that you liked everything, and then the only question that remains for us to discuss ....” then some particular (for example, pickup or our delivery?)

PS So that the topic of 5 stages of sales is better deposited in my head, here is a video not about sales, but about positive ☺

test a friend for a positive attitude to life, send a link to the video to a work colleague ☺

Sales stages - Executive Summary, i.e. PPPS, or more simply - ZYYY.

The stages of sales will help you remember the sequence of what you need to do to sell and effectively apply these stages of the sales technique in real work with your customers.

When selling, remember that your bonuses are not only in this first sale, but in many repeat ones. Therefore, do not promise too much, justify the expectations of customers and you will be happy.

In sales training, we remember with visual imagery (think now of a polar bear wearing a yellow football jersey with "Just Do It." written across the chest).

In general, the images are about the same, sometimes a little less decent, they help to quickly remember the necessary information for many (but not for everyone - if the bear in your T-shirt is OK, it will help you, if not OK, then it’s also normal - just not your method), we have others .

Without a need discovery step, your presentation is not worth a dime. Find out what the client is ready to buy for and sell him his own idea.

By stage 2, we give two question-based methods for identifying needs and a couple of tricks that are useful for them, and by stage 3, we give one technique "we speak the language of benefits and benefits."

This is very short about sales stages, the most important thing that a sales manager needs to remember is that the sweetest customers are regular customers.

Why repeat customers are the sweetest

Because you don’t need to look for them as new (you already have all their phones, passwords and appearances), and you don’t need to persuade them much, they come and buy again and again, and you get your bonuses for them again and again.

In order for the client to make a repeat purchase, remember that your task is not to set * your product to him, but to sell something that will solve the client’s problem. Then he will be satisfied and will come to you again, buy again and, therefore, bring you your bonuses again.

* To vparit means to promise, stir up, confuse, lie three boxes. Say for example that with the help of this new nano-app on the iPhone, you can now seduce any girl. Who would turn down an app like this? Nobody. Everyone will buy. And what's next? They will beat your face and the second time they will definitely not buy software from you, you will need to look for new l...v.

Psssss!, that's the secret of the profession of sales managers

Salespeople who take life too seriously and try to do everything right usually earn less than those who are bullies in life (Sssss!, this is the secret of the sales profession, no one will tell you about it).

The methodology is based on the sequential passage of 5 stages of sales, expressed in the format of directed communication with a potential buyer:

• Establishing contact or getting attention. Implemented by direct contact of the seller to create a friendly atmosphere of conversation. This may be a question or statement of a general nature, not related to the sale. In this case, the phrase is constructed in such a way that the potential buyer agrees with the seller.
• Identification of needs. In order for the presentation of the product to be successful, it is necessary to find out the current problems of the buyer and his wishes. For this, general (what goal should be achieved) and leading (how, according to the client, this can be done) questions are used. It is very important not only to correctly ask the interlocutor, but also to be able to listen to him.
• Product presentation. This stage is based on solving problems and problems of the buyer with the help of your product. Practical examples are given, interesting life stories, successful and unsuccessful cases with your customers who, respectively, bought or did not buy the presented product.
• Work with objections. A rather complicated stage, without which a sale is rarely made. Statistically, when communicating with the seller, the buyer has about five objections that can be put forward at any time during the communication. When eliminating them, the main thing is to maintain a friendly atmosphere of conversation and at the same time redirect the client in the right direction. As a rule, in relation to the product or the terms of the transaction, there are a limited number of objections, the answers to which can be thought out in advance.
• Completion of the deal. A presentation that is too long can backfire. Active persuasion will lead the buyer to the idea that they want to deceive him. To avoid this, the seller must push him to close the deal. These can be leading questions: “Which of the proposed did you like?” or an offer to test products, make a trial order.

Work with the client must be carried out consistently, and if at some stage the buyer leaves the contact, then a mistake was made at the previous stage. They need to be recorded and analyzed so as not to be repeated in the future.

Features of the use of classical sales techniques

In real practice, the 5-step sales technique is a little outdated, as most buyers are aware of the application of management techniques and regard them as a form of deception. Therefore, it is very important to use it not as a clear instruction, but as an approximate plan of action.

Establishing a connection is a mandatory part - if it is not there, the buyer simply will not talk about his needs or listen to the benefits of the product. The most effective way to win over a buyer is to address him as a simple interlocutor, asking his opinion. People love to talk about themselves and it always helps to quickly move to the second step - identifying needs.

Equally important is the correct handling of objections. It can ensure not only the purchase at the current moment, but also the repeated return of the client who refused it. Various dispute resolution techniques can be used here:

• Consent with the client. The counterargument should begin with the words: "Yes, but...", "I understand you...", "That's why..."
• Counterquestion. It can be formulated as: “Why do you think so?”, “What are you comparing to?”, “Who offers better conditions?”, “Did you know that…?”
• Comparison. The client is invited to compare all the components of the terms of the transaction with the offer of other companies (price, delivery, warranty, after-sales service, list of services).
• Astonishment. Emotions often help to increase sales to a sales manager. The seller is sincerely surprised at the objection, as if he had not noticed it before, and before the eyes of the client, he considers options for solving the problem, as if by chance offering arguments in defense.

All stages of the sale of goods by the classical method have their own time intervals of communication, because very often the client needs to be given time to think. You also should not forget about the individual traits of the buyer, under which you need to tailor your strategic moves.

In the history of marketing, the five-step classic sales technique has become the basis for the creation of other more advanced and complex methods. Applying it in your practice, you can quickly develop the necessary communication skills with clients and get rid of a number of gross mistakes in trading.

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From this article you will learn:

• What is active selling and when does it apply?
• What are the main stages of active sales
• How to use the active listening technique
• How to deal with rejections in the active sales process
• What are the typical mistakes managers make in active sales and how to deal with them

The goal of any business, whether it is selling toys or large appliances, is to make a profit. To achieve it, various tools are used to promote products on the market, expand the circle of consumers and, ultimately, win a leading position in their segment. One of them is the technique of active sales. The essence of this tool is the ability of the seller to convince the buyer of the need to purchase a product that can satisfy his needs. The technique of increasing sales must be owned by managers, sales representatives and sales consultants.

Who needs an active sales technique and when

Active sales- This is a type of interaction between the seller and the buyer, in which the initiative comes from the one who needs to sell their goods or services. The peculiarity of this technique is that the consumer may not know about the existence of this product.

A distinctive feature of the active sales technique is that the client did not plan the acquisition, but was convinced of its necessity in the process of communicating with the manager. At the same time, the seller in many cases is faced with the task of not only direct sales, but also an independent search for buyers.

The most developed area of ​​application of the active sales technique is the b2b (“business-to-business”) segment. This is where it gives the best results at the lowest cost. When selling goods or services to corporate partners, it is much more efficient and cheaper to offer them directly using this technique than to use mass advertising.

A very important feature of active sales- the lack of an urgent need for the client to buy. When it exists, he himself is looking for a product or service. With the help of this technique, either the promotion of new products unknown to the consumer, or the sale of goods and services in a highly competitive environment. How to find out the hidden needs of the client? Find out in the training program

The scope of active sales techniques is extremely wide. However, its use is not always justified. If we are talking about the sale of consumer goods to individuals (the so-called FMCG), it is more expedient to act differently. A point of sale with constant traffic and competent marketing will bring higher profits than using the active sales technique. Conversely, if you need to promote a specific product in which a narrow circle of consumers is interested, it is more profitable to call a few large potential buyers than to invest in advertising.

As already mentioned, the technique of active sales is most widely used. in the b2b segment:

• Sales Representatives. Their task is to promote the product by offering directly to retailers. Going around shops and trade firms, managers enter into agreements on long-term cooperation. The technique of active sales is presented here in direct communication between the seller and the buyer. This is a fairly developed market segment with a large number of people involved in it. Competition in this area is quite high, not only between different sellers of similar products, but also between agents of the same company.
• Telemarketing for small and medium businesses. The technique of active sales through telephone calls is very widespread. In a similar way, both various services and certain types of goods are sold. Telemarketers in the process of communicating with the client bring him to the need to purchase a particular product.
• Sales of expensive business equipment. Trading in specific goods requires a long multi-stage preparation, starting with a call to a potential buyer and ending with the signing of multi-million dollar contracts. Compliance with the technique of active sales is necessary at every stage.
• Sales of goods to other countries and cities. Promotion of products to remote consumers by negotiating by phone or e-mail.

For b2c ("business client") segment the use of active sales techniques is also not excluded. Its use is especially justified at the stage of promoting a new product. However, some companies have made the technique of active sales the basis of their existence. This is a well-known network marketing, when consumer goods are offered directly to an individual, bypassing retail.

Types of active sales to individuals:

• telephone sales. This type of trade is widely used in the sale of various goods and especially services (Internet providers, cable TV, kitchen appliances, maintenance of plastic windows, etc.).
• Internet sales. The network provides unlimited opportunities to promote products using active sales techniques.
• Door-to-door tour. This method is gradually becoming a thing of the past due to its low efficiency.
• Various promotional activities. Active sales on the streets or in shopping centers using various ways to attract the attention of customers, for example, sound amplifying equipment.
• Sellers in public transport. Merchants offering small goods to passengers of commuter trains and subways. They can rightly be considered the pioneers of active sales techniques.

Learn how to properly clarify customer objections. Find out in the training program

Active sales technique: pros and cons

Positive factors of active sales:

• Creation of a consumer base for the stable sale of goods.
• The buyer can become a regular customer through the efforts of the seller.
• Constant contact with the consumer.
• The possibility of increasing sales due to the use of active sales techniques.
• The emergence of the buyer's need to purchase goods as a result of the influence of the manager.
• The ability of the seller to use his personal qualities to achieve the goal.

Negative factors of active sales:

• Manager's earnings are directly dependent on sales growth.
• Communication with a large number of potential consumers.
• High requirements for the personal qualities of specialists.
• The need to train staff in active sales techniques.
• Improving communication standards with prospective buyers.
• Monitoring the compliance of personnel with the requirements.

What is the technique of active sales: the main stages

• Stage 1. Establishing contact.

Successful completion of this task largely determines whether communication will take place. Therefore, in the technique of active sales, special attention is paid to this stage.

Known rule of three will help to establish a friendly atmosphere. By evoking positive emotions in a stranger three times, you set him up for a positive attitude towards yourself. Naturally, depending on what kind of active sales option is used, the ways of creating a favorable impression will be different.

In personal communication, a presentable appearance, a smile, a compliment to a future client are of great importance. If you communicate by telephone, a pleasant voice, friendly tone and courtesy in conversation play a major role. For active sales via the Internet, a technically competent design of the site and a detailed description of the product can become a decisive factor.

After establishing contact with the intended consumer, you should find out if he needs your product. The technique of active sales does not imply a negative answer to this question.

• Stage 2. Identification of needs.

This stage sets the task for the manager to bring the buyer to the idea that the product or service you offer is urgently needed for him. This is one of the key points of the technique of active sales.

The main problem of many sellers consists in the premature presentation of the goods. In an effort to grab the customer's attention, managers give out a lot of information, touting the merits of the product. This is what they consider the main thing in the technique of active sales. However, without prior preparation of the listener, such eloquence is often wasted. The client can interrupt the conversation by refusing further communication. To avoid this mistake, you should not skip the stage of identifying needs. As a result of using the active sales technique, the potential client should have the impression that he himself made the decision to purchase the product.

The most effective way to lead a person to the thought of buying your product is the ability to ask. This is the basis of the active sales technique. With a competent approach and skillful formulation of questions, a person has no choice but to answer them. The more a customer talks, the more likely you are to sell them your product..

By asking questions in a certain sequence and responding correctly to the answers ( active listening), you will ensure that the buyer himself will tell about his needs. You will only have to skillfully present your product as the only possible means of satisfying them. In this case, the technique of active sales will fulfill its function.

• Stage 3. Product presentation.

By understanding the needs of the customer, you have prepared him to learn about the benefits of your particular product. At this stage, you simply repeat the thought that is valuable to the client, and finally convince him of the need to complete the transaction. The technique of active sales involves the presentation of the product. The product should be presented depending on its specifics, using all kinds of listener's attention and applying various psychological techniques. The purpose of the presentation is to demonstrate the advantages of the product.

An obligatory moment should be an indication of the benefit that the buyer will receive by purchasing your product. Professionals use the client's own statements for this, obtained at the stage of establishing needs. It is the individual approach that appeals to all people that is one of the distinguishing features of the active sales technique.

The presentation should not be too long so as not to tire the client. 5-7 sentences are enough, characterizing the product and proving the need to purchase it. Specialists in the technique of active sales do it masterfully.

At the presentation stage, it is imperative to tell the client colorful stories about third parties. Their content should clearly show the benefits that consumers have received as a result of purchasing your products. The active selling technique takes into account that people are always guided by others, which means that such stories motivate them to buy your product. In addition, few people like to be a pioneer, and stories about the successful use of a product or service by third parties reassure and set them up to make a deal.

Even the most successful presentation does not guarantee that the consumer will not have questions and objections regarding the purchase of a particular product. Therefore, you should be ready for the next stage of the sales increase technique.

• Stage 4. Work with objections.

The client can express his doubts throughout the conversation. Knowing the technique of active sales allows the manager to tactfully suppress objections, reduce their number, overcome the resistance of the buyer and, as a result, bring him to the transaction.

Objections are bound to be. A consumer protest against a purchase offer is an indispensable element of active sales. It is human nature to have a positive attitude towards one's own decisions and to resist if they are imposed from outside. The task of the manager is to use this technique to convince the buyer that his opinion is very valuable to you. No matter what the client says, we agree with him. Thus, you make a person feel his independence and the right to independent decision-making. This is one of the key points of the technique of active sales.

However, when agreeing with the buyer's objections, you must present your own counterarguments that will convincingly prove to the consumer the need for the purchase.

After you have dealt with the resistance of the client, the final moment of active sale comes.

• Stage 5. Completion of the transaction.

The logical result of applying the technique of increasing sales is the fact of purchasing a product.

You prepared the client, talked about the merits of the product, fended off his objections. There comes a point when it becomes clear that stop presenting, it's time to finish. There should be a direct offer to buy the product.

The technique of active sales involves several options to obtain consent to the transaction. For example, you make a short summary. It is worth paying the attention of the buyer to those advantages of the product that he noted for himself and voiced in the conversation. Once again, in accordance with the technique of active sales, reminding him of the benefits that this product will bring to him, you will thereby push the client to think about the need to purchase.

After that, the transaction is completed.

What is the PPP Active Selling Technique?

When training managers, a scheme is used PPP (attract attention, interest, sell). Let's take a look at each of the steps:

1. Attract attention.

The complexity of the active sales technique for beginners is that the product should be sold to a person who is not in the mood to buy. The main task at the first stage is the need to interest the client, to achieve his location in order to be able to present your product. This is the mastery of the active sales technique manager.

Phrases to grab attention are well-formulated questions. The technique of their compilation is not as complicated as it seems. The answers of your interlocutor to them should be only positive. For example, "Would you like to spend less on cellular while getting more options?" or “Do you want to look good without making too much effort?”. There can be many such questions, the main thing is that they arouse interest in your client already at the stage of attracting attention.

There are frequent cases when the buyer can answer that he is not interested. A manager who owns the technique of active sales must be ready for such a development of events. It will be a big mistake to immediately agree and interrupt the conversation. So you will not give yourself any chance to make a sale, and the client - to make a profitable purchase.

How to properly respond to rejection? Active sales involve showing interest in the client's problems and helping to solve them.

The first thing to do is figure out what not to do. If the person is not in the mood to listen to you, by no means start the presentation. This is contrary to the technique of active sales. You're wasting your time. It is also a mistake to try to attract attention by promising discounts or special service conditions.

In the event of a negative customer response you need to find out the reason why he refuses to listen to you. Tactful questions will help to get the person to talk and identify their needs and objections. The ability to parry them is part of the knowledge of the technique of active sales.

1. Interest.

So, you managed to attract attention and set the person to continue communicating with you. Next, you need to achieve an increase in interest in your offer to such an extent that the client has a desire to purchase a product or service. This is also a mandatory skill when using active sales techniques. To interest the client, it is not required to tell about all the properties and benefits of the product. It is enough to voice the minimum required to complete the transaction. How to define it? Listening to the answers to your questions, highlighting the main thing and analyzing, you must find out the needs of the person and, depending on them, present the product, placing maximum emphasis on the fact that with its help the buyer will be able to solve his own problems. The main thing is that the presentation should take place in the form of a dialogue, with the direct participation of the client. Interaction, not a monologue, is the main principle of the active sales technique.

1. Sell.

Many will say that there is nothing to describe at this point: he took money from the buyer, gave the goods and wished him good luck. Keep in mind, by doing this, you will lose the client once and for all! Having achieved your goal, in no case should you immediately lose all interest in the buyer. If you want to acquire a permanent customer, the act of active sale must be completed differently.

Having received money and after giving the goods, we will thank him for choosing the company and leave your contact phone number. An invitation to apply yourself, as well as a request to recommend your services to friends and relatives, will allow you to continue mutually beneficial communication in the future. This will expand your ability to use the technique of active sales.

If possible, take the contact phone number of the client, specify what else of the products you offer may be of interest to him. The technique of active sales should work for the future. Ask for permission to call or email from time to time about news or promotions.

With this approach, you will not only receive a one-time profit from your customers, but you will also form your own client base. Remember that people tend to trust the opinion of acquaintances when choosing goods and services. Therefore, it is likely that a new consumer will refer their loved ones to purchase your product, which will increase the number of customers and be an excellent result of the sales increase technique.

AIDA Active Selling Technique: How to Benefit from the Power of Persuasion

Another frequently used scheme is AIDA. This model is based on two main principles: the power of persuasion and the identification of real or predictable problems with a potential client.

In this technique the main role is assigned to the sales manager, in particular, his ability to set the buyer to purchase.

The scope of this model is unlimited. Knowing its basics and the ability to use it will make it possible to make almost any transaction. All AIDA sales techniques are based on:

1. Attracting the attention of the client.
2. awakening his interest.
3. Stimulating desire.
4. Motivation to action.

All these stages are already reflected in the abbreviation AIDA :

• Attention- attract attention. In the active sales technique, it is the first phrase that should arouse curiosity and help start communication with a person who is not focused on buying.
• interest- arouse interest. To do this, the technique of increasing sales involves matching the needs of the buyer with the opportunities that the product provides.
• Desire- kindle desire. Make it clear how the quality of life will change after purchasing the product.
• action- encourage action. Translate the question from the theoretically discussed into the real plane. Discuss the terms of further cooperation.

AIDA is an active sales technique that requires the manager to be able to convince, because it depends on this whether a potential buyer becomes a real one.

An effective technique for active sales by phone: the method of cold calls

This method is most common in large companies that sell expensive products in large volumes. When dialing the number of a potential buyer, the active sales manager must be set up for the result, regardless of the possible refusal to communicate. Using this technique, in the first few phrases, you should do everything possible to interest the interlocutor and get a chance to present your product. This requires patience, a focus on a positive outcome of the conversation and an excellent command of the technique of active sales.

The specialist should be guided by the following principle: more sales won't come from more calls. 10 calls brought to their logical conclusion will bring a better result than 200 calls made in vain. Proper application of the technique of active sales will help to lead each conversation to success.

Basic rules of cold calling:

• Before picking up the phone find out who you are calling. Addressing the interlocutor by name, you already have a potential client to yourself. This is how you let the person know that your proposal is prepared directly for him. This is the basis of the technique of active sales.
• Find out what the company or person you are offering something to. It is bad form to call with an invitation to buy a product that is of no interest to the client. Of course, such a mistake cannot be completely avoided, but if we are not talking about mass-market goods, but about expensive products, you should be careful.
• To make you want to listen , come up with a reason for the call that is related to the interlocutor. For example, you read an article about a company in a magazine and want to make a great offer that will help the company reach a new level of development. Of course, the information must be reliable, otherwise the interlocutor will not trust you.
• The best reason to call would be something relating personally to the person you are interested in meeting. For example, the head of the company to which you want to offer cooperation expressed his opinion on any issue in a TV show. After complimenting his directness, he will almost certainly agree to meet you. You can refer to the exchange of business cards at some mass event - a specialized exhibition of equipment, etc.
• One nuance - do not offer anything during the call. The task of selling something on the first call is not worth it. The minimum goal is to make an appointment. It is easy to achieve using the technique of active sales.
• Everyone is afraid of the standard question: "And for what reason do you want to meet?". If your communication has gone the right way, it will not sound. With proper use of active sales techniques, the entire first conversation should be aimed at intriguing the interlocutor. Make it clear that there are no serious phone conversations. It is worth making every effort to ensure that the meeting takes place. With personal communication, you will have more opportunities for active sales.
• If you still hear this question - forget the rules. You missed the chance to present the offer at a direct meeting, so it's worth making one last attempt so as not to lose a future client. If you somehow managed to interest the interlocutor, the probability of concluding a deal is still quite high. The rule of active sales technique is not to give up after the first failure.

Be honest about what you are calling about and insist that you are confident in the value you can bring. Specify the exact duration of the product presentation. So you will make it clear that you value the interlocutor's time and are not going to waste it. If you made a good overall impression and there was a compelling reason to call, you will most likely be given the opportunity to explain the benefits of your offer in person. In this case, you should carefully prepare for it, using the technique of increasing sales.

Active Selling Technique: How to Ask the Right Questions

1. Closed questions.

These include such formulations for which there are only two possible answers - “yes” and “no”. In the technique of active sales, they play a certain role.

Purpose of the closed question:

• Get consent.
• Get confirmation of agreements or assumptions.
• Refine information.
• Fix something.
• End the conversation.

Errors:

• Use only closed questions.
• Ask them at the beginning of the sale.
• Formulate closed questions to which you can get an unnecessary "no".
• Ask multiple closed questions in a row. Such communication is more like an interrogation and is unacceptable in the technique of active sales.

How to correctly set

Interrogative intonation allows you to turn any declarative sentence into a closed question. This is a matter of technology.

1. Open questions.

They require a broad, detailed response. In the technique of active sales, their use is mandatory.

Purpose of the open question:

• Talk to the client.
• Get general information.
• Understand what is behind the client's statements.
• Get a pause to think.

Errors:

• Use at the end of a conversation.
• Ask open-ended questions on abstract topics.

How to correctly set

Start with interrogative pronouns: what? When? For what? and so on. These questions are very important to learn if you want to use the technique of active sales.

1. alternative questions.

The answer is chosen by the interlocutor from two or more options you proposed.

Purpose of the alternative question:

• Direct the client's mindset to choose alternatives.
• Understand the buyer's areas of interest.
• Provide choices.

Errors:

• Include in the question as one of the alternatives what is unprofitable for us.

How to correctly set

Suggest two or more alternatives and formulate the question, giving the opportunity to choose between them, using the union “or”.