15 effective sales techniques. We work with pleasure

Selling a product quickly so that the client is satisfied is an art. There is a whole set of different methods and techniques that allow you to make successful transactions at a minimum cost. However, there is no one right rule. In some cases, a certain sales technique justifies itself one hundred percent, in others it fails miserably. Why is this happening?

The answer lies on the surface: with different products, with different clients, what the company is focused on, what prices it can offer, depends on which method is better to choose. The manager must have a keen sense of which sales technique is appropriate in a particular situation. But to do this, he must master the entire set of tools in order to quickly navigate the situation and choose the right tactics. Don’t be afraid to combine several techniques into one or use additional persuasion tools.

So, let's go!

General rules for all techniques

People love it when they are treated with respect, do not fawn, do not try to sell goods at any cost, and do not impose their opinion. They want to get answers to all their questions and at the same time be confident that they themselves have made a decision. Here are five basic rules for all sales techniques:

1. Treat the client with respect and consideration. Do not be distracted during the conversation, choose a calm and friendly tone.
2. Study all the information about the product or product so that you can answer any question.
3. Offer something unique - discounts, bonuses, promotions, but not immediately, but at the final stage of the conversation.
4. Justify the price of the product. If it is too cheap, this does not mean that it is of poor quality. If it’s too expensive, give reasons why it’s better to pay more.
5. Don't push. Give the client the opportunity to make his own decision. Your task is to push him to this step, but he must take it on his own.

Now let's move on to the techniques.

Sales Techniques: Top 15

Classical technique

We establish contact with the client and take an interest in his needs. We present the product. We answer all questions. We skillfully brush aside all doubts. We sell goods.

Just? Yes, if you have a cheat sheet and answers to all doubts at hand. In order to successfully work using this method, it is necessary to study in advance all the weaknesses of the product and present them as advantages, not disadvantages.

At the same time, it is important to develop a short presentation - believe me, the client will not listen to you for more than a minute or two. Draw your respondent's attention to promotions and discounts. Inform casually that the price may rise very soon due to higher prices for raw materials or changes in logistics.

SPIN technique

One of the most common and frequently used techniques. Based on four pillars:

First, the manager presents the product and talks about its advantages. Then he brushes aside all problems - he must give an ironclad argument to any objection or doubt from the client. After this, it is necessary to show how the customer’s quality of life will improve with the help of this product or product. And the final chord is to offer a solution to the problem, that is, a purchase.

FAB technique - take it and do it

This simple technique is most often used for cold selling. It is necessary to write down and remember:

All positions must be stated specifically and quite concisely. Don’t forget to include the client in the discussion during the presentation. Phrases “What do you think?”, “What do you think?”, “Interesting, isn’t it?” encourage dialogue and establishing contact.

It would be appropriate to compare the new model with the old ones and tell what has been improved or improved.

AIDA technique

This technique is often referred to as a funnel because it starts with general and broad issues and gradually narrows down to a specific product;

In this technique, the most important thing is the first point. If you don't think it through correctly, clients may stop communicating. If the client shows interest, you should warm it up. But act skillfully and not too assertively.

Productive

One woman was constantly sick because her air conditioner was blowing too cold air. Finally, she decided to purchase an air conditioner from the company “Best Deals” and stopped getting sick. Because this model has a very convenient function for setting the optimal temperature and direction of air flow.

One man suffered greatly from early baldness, but after purchasing brand X shampoo he forgot about this problem.

If these stories are told in passing, not directly, confirming your words with the characteristics of the product, figures and facts, it can arouse the client’s interest. It is very important to demonstrate what result the buyer will receive. What benefit will it be for him? Statistics and customer survey results will be relevant here.

Small Talk technique - small talk

Quite a complex, time-consuming, but effective method. First, you can talk about the weather, politics, news of the day, give the client the opportunity to escape from routine worries and relax. And move on to the presentation of the product. Tell some curious or funny incident about him - only it is important that he demonstrates the merits and advantages. Give a couple of numbers: “The manufacturer of these sneakers has tripled production in recent months, because the shoes are very popular.” Refer to famous people who use this brand or service.

This technique is best used with a client who has previously contacted, but has not yet made a decision. It is appropriate with regular clients. It is strictly not recommended to use this method with an unfamiliar respondent.

We split the price

The technique is very convenient for goods that are sold on credit. You should not immediately announce the final cost of the product. Believe me, 300 thousand rubles sounds much worse than 15 thousand rubles monthly. Telling a client about the benefits of buying on credit is a completely realistic task if everything is clearly and correctly calculated in advance. You can fully offer the entire display by month - how much the buyer will pay monthly and when he will completely buy the product.

An important point is to remind that while he is making payments, the goods are already in his possession and he is actively using them.

If the company offers discounts and bonuses, this is also worth mentioning, but not right away. Provide information in doses.

Storytelling

A story from other people's lives related to a particular product or service is a lively and effective sale. People are always interested to know what is going on with others. It is only important that this story be short, not drawn out, friendly and easy. It is necessary to choose a positive or neutral hero, and avoid odious and annoying personalities. People are interested to know that a famous singer or popular actor has the same brand of jeans or washing machine. It is important to respect the effect of truthfulness of information, and not to make it up on the fly. For example, you can say that the hero talked about this in the last interview or appeared in this model at the last film festival.

The story should be short, very thoughtful and positive.

Cost justification

Surely many managers have encountered the fact that the client seems to be ready to make a purchase, and he likes everything, and there are no questions until he was told the price. Here some people exclaim, so hated by salespeople, “Wow!” and they say that these are too expensive for them.

What to do? Give reasons! Yes, you can buy a product cheaper, but it will not have the same advantages as a more expensive one. Yes, it costs a decent amount, but this thing will last not 3 years, but 10 years. Yes, the price is steep, but what quality, how many functions, how many advantages! We have not enough money to buy cheap things!

The buyer saw exactly the same robe, but 100 rubles cheaper? Is he sure that after the first wash the item will not lose its color?

You need to be prepared for such moments and express your counterarguments.

Bluff

A technique that needs to be applied very skillfully. Its essence is to inform the potential buyer that only today and only now is it possible to purchase the product at a very favorable price. Or report that there is a short-term promotion that is about to end. Or tell them that for advertising purposes, part of the batch of goods is sold at a discounted price in order to attract customers.

Here the calculation is made that the client does not have much time to think. Is it fair to use this technique?

Yes. After all, you are not deceiving anyone, and you are selling competitive and high-quality products.

PPP - attract, interest, sell

Why do we often walk past girls and guys handing out flyers in shopping centers without really noticing them? Because they all act according to the same scheme - they hand over a beautiful piece of paper and invite you to the store. All!

What if they said that today there is a large seasonal supply of goods in just your sizes? Have you been informed that there is currently a promotion “Three products for the price of two”? Would you say that there is only an hour left before the sale ends?

Surely this information would arouse much greater interest than simply distributing leaflets.

Personally motivate, arouse interest, convince that this is not just a purchase, but a profitable purchase - this is how successful managers work.

Three questions for the caller

If the client contacts you himself, it would be appropriate to ask him three questions at the beginning of the conversation:

1. Who recommended to contact?
2. How did you hear about us?
3. For what purposes do you want to purchase this product?

The first question indirectly implies that your product or product has already been bought by many users and they are satisfied with its quality. There are no complaints or complaints, which means they recommended it to others.

The second question implies that the company has an extensive sales base: through its own website, social networks, advertising on the streets, in the media, and so on. And you wonder how the client knew about you. A bad product cannot a priori have a large reach of customers.

The third question is aimed at specifics: you can recommend one model for a gift to friends, another for home, and a third for the office.

Price discussion

This method is effective if you can offer several options for the same product line. For example, a furniture set can be bought for 20, 30, 50 and 100 thousand. Or a TV - from minimum cost to maximum.

The range of prices allows the buyer to decide on his budget niche. At the same time, it is necessary to position that even at the lowest cost, the product will have the necessary functions.

Do not forget to inform that expensive products can be purchased in installments.

Work with objections

Alas, every manager comes across clients who have a lot of counterarguments. They are simply masters at finding some shortcomings and imaginary shortcomings. Don't be afraid of such clients. It is very important to compile in advance the entire list of objections that the client may present to you.

Expensive? But:

Have there been any cases of product failure? Yes, there were, but:

And so on and so forth. Don’t be afraid to face skeptics; their arguments will easily be defeated by your arguments. Perhaps a person is already internally ready to buy a product, but subconsciously wants to be reassured. And he is waiting for confirmation from you that he made the right choice.

Sales challenge

The technique is effective when the client does not know what he needs and seeks advice. For example, he needs to buy a gas stove for up to 50 thousand rubles. Here it is important to prove yourself as a competent consultant: talk about several models in this price segment, describing in detail the advantages of each position. There is no need to talk about any specific brand, which is better. Let the client come to this decision himself.

Perhaps after your conversation he will not immediately run to pay for the purchase. But he should be added to the list of potential buyers, and after some time contacted and informed that a new product has arrived, just what he was looking for.

What method should you use?

There are many techniques for selling goods, they are all different, each has its own strengths and weaknesses. Which one to choose? There is only one answer to this question - try everything and determine the most effective one for your product.

You should be well prepared for a conversation with a potential client. There is nothing more terrible when a manager answers a basic question that he will now clarify the information.

Politeness, attentiveness, courtesy, non-intrusiveness and competence - you should always show these qualities.

In order not to get lost during a conversation, you need to make a cheat sheet. And act strictly according to it. There can be a great variety of conversation options. But if the manager knows all the characteristics of the product perfectly, answers all questions clearly and quickly, and can quickly change his mind and offer an alternative - this is already 50 percent of success. Well, the remaining 50 are up to the buyer!