Sales Technique Sales Consultant. How to Increase Personal Selling to a Salesperson

2024 Author: Howard Calhoun | [email protected]. Last modified: 2023-12-17 10:16

After the employers realized that the sales of the organization and, as a result, its further work depend entirely on the level of qualification, the rapid growth of training programs for employees in terms of the professional sale of company products began. Moreover, training in sales techniques for personnel and other types of training can be held not only by sales agents, but also by simple consultants from sales offices, as well as managers of various projects and line managers. And this is not at all surprising, since you can sell goods and services not only directly in the hall or a special office, but also during negotiations and at top-level business meetings. So, what is the selling technique of a sales assistant, and what are the stages of selling?

What stages of sales exist today?

Today, business education has a stable systematization of sales stages. So, let's consider the stages of selling a product for a sales assistant:

• sales preparations (advertising);
• establishing contacts with the client;
• identifying needs;
• product presentation;
• trial trade;
• discussion of business proposals;
• deal completion;
• establishing long-term cooperation.

Don't be afraid of rejection

Today, all sorts of objections, confrontations and different goals should not be taken as something unusual and problematic. If we talk about sales, then everything is quite the opposite. It should be said that only when the seller collides with the client's refusal or the buyer's disagreement with the transaction, the sales technique of the seller of the furniture and other goods consultant begins to appear - work on questions and objections and further negotiations regarding the cost.

The professionalism of a sales consultant is manifested in how exactly he knows how to negotiate after he was refused at the first purchase offer, so his arsenal should always have a number of techniques that are necessary for further negotiations with the buyer. The diversity of all techniques is based on the basic principle of commercial negotiations. It lies in the absencecontradictions on the part of the seller. In a direct confrontation with a client, the only correct step, in his opinion, can be taken - simply stop negotiations, turn around and leave. Depending on the success of establishing contact with the buyer, the client’s desire for further cooperation with the company, his willingness to provide the seller with the necessary information at future stages of the sale, as well as his loy alty to the company in general, will depend. Therefore, when carrying out commercial negotiations with the inevitable occurrence of contradictions, the seller should not put pressure on the buyer, as this will have a very bad effect on the results of the sale, because the client will become internally “defended”.

Working with questions of interest

Today, there is an opinion that the seller must be active, energetic, able to convince anyone and anything. But as practice shows, the most effective sellers are those who know how to listen. The selling technique of a sales assistant is that they are asked leading questions, and they also give the interlocutor the opportunity to say whatever he needs. Even when identifying needs, the seller must be sure to ask questions that will help him determine the real needs of the client and at the same time make him feel really important, and then he will move into a more comfortable state. This is how a sales assistant should behave. The technique of work lies in the fact that the client is satisfied.

The counselor should demonstrate by asking questions and by his behavior in such a way that the client understands that he really needs to know how the goods and services offered meet the needs.

To do this, the seller must find out what the potential buyer really wants from the product. Taking the position of a simple consultant in this case would be most appropriate, since it is sometimes very difficult for clients to say what they really need, since they themselves do not always clearly represent their desires.

What are customers afraid of?

Due to the fact that a potential buyer himself does not accurately imagine what he needs, in his subconscious, he develops a desire to defend himself in negotiations with the seller. The latter should always be ready to communicate with such a client. Be sure to be aware that the buyer has taken this position not at all because of a complex nature or because he does not like the personality of the seller. Such a closed position is based on the client's usual fears:

• he is not sure if his choice is really the right one;
• the client is afraid to pay too much, having opted for a product with a large margin;
• he doesn't know by what criteria the goods and the entire assortment are actually evaluated;
• he is afraid of being deceived by a sophisticated salesman;
• he doesn't want to meet an arrogant and rude consultant;
• he does not want to get into an uncomfortable position by showing hisincompetence in product properties.

And if even one of his worst fears becomes even a little justified, then he will immediately leave. Sales methods, sales techniques - everything should be aimed at eradicating the client's fears at this stage and carefully work out all objections.

Dealing with emerging objections

In general, commercial negotiations can be considered started when the seller encounters the first objection. In this type of negotiation, this is the most natural form of buyer behavior. For a qualified consultant, any objection is a signal that the client does not have enough information. For the selling buyer objections are a valuable source of information. The sales technique of a sales consultant is also aimed at the fact that, based on objections, he will always make a conclusion about the necessary product for the client, and he will try to do everything so that the uncertainty is removed.

Starting sellers very often take objections as a negative of the client personally in their direction, which causes a negative reaction. With a conscious, deliberate conversation by the seller, the situation will always remain under control, and he will not react in any way to the objections of a potential buyer, but will simply work with them.

Work should start with a simple compliment. This should be expressed by interest in the opinion of the client and in response to this objection. Very often, this technique is called "joining the objection", which is built onprinciple of aikido. For example, in response to a client's objection that monitors pose a he alth hazard, we can say that there is indeed such an opinion, but monitors are now assembled using a special technology with a protective layer, which makes them completely safe. In such a situation, the seller, as it were, joins the objection, creates mutual understanding with the client, demonstrates that they have much more in common than differences. In order to increase the "consent effect", before answering the objection, one should add: "It's good that you said so", "I understand you", and so on. So the seller makes it clear to the client that his opinion is really important to him, and it has the right to exist.

The level of training of a sales assistant is also determined by the fact that he knows how to adapt to each individual buyer.

With the help of affirmative statements, the seller ensures a conflict-free transfer of negotiations to the stage of cooperation. This is achieved by agreeing with the current objections and then developing the thoughts contained in the objection: “You are indeed right in speaking of the high cost of this machine. But at the expense of such expenses, you will receive a lot of additional benefits that should also be discussed.”

Very often, objections contain indirect indications of the merits of a commercial proposal. The seller must turn the negative into a positive, pay attention to the good parameters of goods or services.

Your product is suspiciously low cost, besides, you are still brand newin this business,” a client might say. And he can be answered that it is due to the short existence of the company that the company is forced to adhere to competitive prices.

The most important thing is to reassure the buyer, offer him, and not argue, just try to talk and dispel all his fears.

True objections

The real objections of the client are very often masked behind insignificant reservations, since very often he himself does not realize what are the true motives that drive him. Therefore, in order to reach real, and not imaginary obstacles that will stand in the way of the seller, you should first talk to the client and understand why he does not want to make a purchase.

How does a salesperson work his way through a false objection to a true one?

In this situation, a technique called “assume” can work perfectly. The seller who uses it asks all the objections of the client such questions that are aimed at removing all excuses: “In the absence of financial restrictions, what would you do?”, “If you did not have such a problem, would you make a deal? . If even then the client will have objections, then you can repeat the questions. The very last objection will be true.

False objections

At the same time, other objections of the client should not be ignored, even if the seller can see that they are obviously false. Moreover, if the buyer raised several objections, then you should first answer the simplestof all.

Cost discussion

The critical point in commercial negotiations is the customer's reaction to the price announced by the seller. There are a number of techniques that make it possible to make this cost reasonable.

The technique called “sandwich” consists in the fact that during negotiations the price is placed between two “layers”, each of which contains an undeniable benefit for the client. Using this technique, you must strive to ensure that the negotiations ended and began with indications of benefits and benefits, and not mere numbers.

When using the “comparison” technique, the seller correlates the cost of the product with its benefit that will be brought to the client by it: “If you think about how much you can save money with this product in a year …”, “Think about what you will be from this benefit.”

The “division” technique involves deciphering the value by decomposing it into small components. Thus, you can divide the cost of the purchased item by the number of years you plan to use it, and then calculate the cost per month of use.

How to control your voice?

We all know that depending on a person's voice, it is possible to give an assessment with 80 percent probability of age, character, current emotional and physical state. According to the pronunciation of words, the interlocutor can conclude where the speaker comes from, what education and general level of development the speaker has.

Sales techniquea sales consultant with a high level of qualification should have a proven skill in establishing emotional contact with the buyer through the voice mood of the second. In everyday life, people's own voice intuitively adjusts to the voice of the interlocutor, especially when they want to achieve something from him. The professionalism of the seller is also manifested in the conscious control of his voice and intonation, depending on the personality of each client, the goals set, the stages of sales.

The consultant must be "on the same wavelength" with the buyer and help him with the choice of goods, using his baggage of knowledge about the qualities of goods or services. If he can make friends with a customer, then he will get a permanent customer.

In conclusion, when the question arises of how to increase personal sales to a seller, it is safe to say that you should use all the above tips and strive for more.