SALES SYSTEM: HOVER ORDER IN THE DEPARTMENT PART 3. PERSUADING TO BUY IN A CRISIS
We continue to make your sales Department the strongest link.
In previous articles we talked about implementing scripts
sales and ruthless methods of personnel management.
3 RECEPTION. TECHNIQUES FOR PERSUADING A SUCCESSFUL NEGOTIATOR IN A CRISIS
People behave very differently in a crisis. Some companies close or reduce costs, while others, on the contrary, make a leap.
Many people in this situation decide to open a new business or direction.
It is necessary to conduct negotiations in a time of crisis in a completely different way,
take into account the specifics of the client and the organization.
Today we will learn how to convince any customer to buy in a difficult economic situation. And our business coach will help us with this
Moscow Business School Tatiana Alexander.
Tatyana Alexandrovskaya is an expert practitioner in the field of business development, building sales departments and online stores, Director of training and development programs at the consulting company “Innovation”. Its clients include Sberbank, Adamas, Svyaznoy, General Motors, and X5 Retail Group.
Let’s look at different psychological types of clients
and features of their behavior in a crisis.
The helmsman dominates the negotiations and tries to dictate his terms.
As a rule, this is a top Manager or head of the organization. Sometimes
it can be conflicting, even aggressive. Such a leader in times of crisis
looking for new ways of development, capable of taking risks. Decisions are made quickly, but not always carefully.
SUCH A CLIENT NEEDS TO OFFER SPECIFIC
NON-STANDARD SOLUTIONS THAT CAN NOT ONLY
TO MAINTAIN BUT ALSO TO INCREASE PROFIT.
Show new opportunities and directions that are opening up
with your services or products, and revenue growth.
The MAIN METHODS of WORK — techniques “TAP”, “CER”, manipulations “Status and recognition” and other logical arguments.
Make your offer according to the scheme:
thesis – > argument —> advantage
Thesis-a statement that requires proof.
Argument— the argument of the proof.
Advantage— benefit for the client.
Thesis-Purchasing our anti-crisis offer.
Argument— for which a special reduced price is set.
Advantage— you get the opportunity to save 40 %.
2 TYPE — THE ANALYST
In negotiations, he is guided only by logic, has an analytical mindset. For him, figures and calculation of all risks are important.
This type includes heads of organizations, Finance and Executive Directors. In a crisis, makes decisions carefully,
and when negotiating, the opponent may mistakenly think that they are using pressure techniques. The analyst is not very emotional
and asks a lot of clarifying questions, his head is constantly spinning numbers. Always stands for justice.
IN A CRISIS, HIS MAIN MOTIVATION IS “STAY AFLOAT.
When you go to negotiate with such a client, it is important to prepare carefully: show figures, create analytical reports
and a presentation. An analyst is a pedant. And the better prepared you are,
the more he will appreciate it.
The MAIN methods of INFLUENCE are the following techniques,
as “Division”, “TRIS”, “Socratic dialogue”, “TAP”.
“TRIS” is building a dialogue using the correct
placement of the main arguments. First we give
the weaker arguments, then the stronger ones, and finally the most powerful ones.
People usually respond to the last phrase.
And it should be the most convincing.
This client is usually benevolent.
Always in a good mood, starts an informal dialogue.
These are salaried managers, human resources managers, and others.
IN A CRISIS, THE MAIN MOTIVATOR IS “NOT TO LOSE WHAT YOU HAVE”, TO KEEP YOUR OWN COMFORT.
DOESN’T LIKE TO TAKE RISKS.
Show in negotiations that using your products or services
all problems will be easily solved. Use the phrases ” We are together»,
“You and I will succeed,” and so on. Friendly will feel
your confidence, goodwill and will buy.
In negotiations with this type of client, we use the following methods,
such as” Small-talk”,” Compliment”,” Emphasize commonality ” and others.
TYPE 4 — THE ARTIST
It is important for him to be on top. An artist needs recognition.
In times of crisis, it strives to maintain its position and salary.
There are not many artists among the decision-makers.
They are much more focused on their own benefit
and maintaining the situation in a crisis.
MAIN METHODS of WORK: “Personal benefit”, ” CER ” technique,
“Small-talk”, “Status” manipulation.
NOW LET’S SUM UP AND HIGHLIGHT ALL THAT YOU CAN NOW APPLY
IN YOUR SALES DEPARTMENT:
Create scripts and a checklist (plan) of sellers ‘ actions
according to our instructions.
Use the three-Yes rule and questions
by the SPIN system to capture the initiative in sales.
Conduct a master class on working together with the living
clients for their employees.
Include the following additional sales techniques in scripts: up sell
(expensive products), cross sell (additional assortment),
volumes, rates, subscriptions, and other loyalty programs.
Regularly listen to recordings of conversations with clients in CRM
and point out sellers ‘ mistakes.
Define the employee’s personal and intermediate goals
and sell his own work plan through personal attributes of success:
purchase of travel, cars and apartments.
Leave the best employee in the company using
career growth, income growth and expansion
Publicly announce the results and get the job done
each employee is transparent using the whiteboard
sales rating for non-material motivation of personnel.
Use for semi-material motivation
gift cards, movie and theater tickets,
payment for fitness classes, medical insurance. Material
incentives — salary, bonuses, allowances and bonuses
When negotiating in a crisis, you need to take into account the psychological
features of the client and the specifics of the organization.