Home Fruit trees What phrases should the seller of shoes say to the buyer. Be sure to follow the objection handling process. B: Repeat customer

Fruit trees

What phrases should the seller of shoes say to the buyer. Be sure to follow the objection handling process. B: Repeat customer

A little preface to a good book

To say that writing the preface to Harry Friedman's No Thanks, I'm Just Looking is a rather difficult task is to say nothing. Indeed, what words, what images can express one's attitude not only to the content of the book, but also to the personality of the person who wrote it? I remember Garry's training in Moscow: an unusually active, mobile, emotional person for three days held the unflagging attention of four dozen experienced Russian retail managers, who all, without exception, went through the difficult school of a salesman. In one of the exercises, Harry announced, "Here, look - two situations of contact between the seller and the buyer. Watch carefully for the reaction of our buyer." One of the participants in the training was chosen as the buyer, and here Harry comes up to him - in a beautifully tailored suit, dazzlingly smiling, charming - and says loudly and clearly:

no thanks, i'm just looking

Fiasco. Contact not established! But Harry smiles mysteriously: there is still a second attempt - he takes a folder with documents from his desk, walks past it as if on business, suddenly turns to the "buyer" and addresses him with the words:

Yes please!

The "buyer" looks at the "seller" with interest. Contact established! Harry addresses the audience: "In the first case, you saw a real reaction of rejection. The buyer was not ready to communicate with the seller, and this is normal. The buyer wants to buy, but does not want to be sold anything before he makes his own choice In the second case, the reaction was the opposite - the buyer was not offered to start buying, but was offered to start communication, and he liked it, it was even visible in his eyes!

The book you are holding in your hands is called "No thanks, I'm just looking." The phrase of the seller's defeat in the struggle with the buyer - a struggle that actually does not exist and which is not beneficial to anyone: neither the buyer, since he will not get the opportunity to purchase exactly what suits him best, nor the seller who has not done his job. This book is about how to avoid such a struggle, how to turn selling from a sometimes boring, sometimes hateful, and sometimes nervous activity into a lively, exciting game in which there will never be losers.

For whom is this book written?

First of all, for those who sell professionally: who stands in the trading floor at the racks or showcases waiting for customers, who must contact them when they appear and sell something from the presented product range. For those whose professional competence and, as a result, material well-being will depend precisely on how successfully it will be possible to implement all these above functions. And of course, for those who manage sales departments.

The book contains numerous methods, ways, techniques of effective work with clients. It describes in detail how salespeople should work so that each of them demonstrates maximum efficiency. In essence, it's all about what the seller should be taught, what should be monitored in the first place, and what, ultimately, should be asked of him, analyzing individual results.

But there is another readership for this book, and this audience includes all those who are not related to retail, but who still have to deal with it and its representatives, that is, go to stores and buy something. In other words, the book is also for buyers, and this is its difference from many fellow bookshops. Its purpose is that the seller must not only sell some product to the buyer, he needs to sell, first of all, the idea of starting cooperation between the buyer with this particular store and, moreover, with this particular seller. The seller must sell to the buyer exactly what best meets his needs, and in fact become an expert for the buyer in the future purchase of such goods. After all, we all remember the ever-living, unfortunately, phrases:

Who among us wants to hear this and return to the same store, to the same seller? Rather, on the contrary ... But this is not just a matter of polite or impolite treatment, it is something more - in fact, a question of the philosophy of selling itself: do I want to impose or do I want to recommend? Or do I want nothing at all from the buyer, except for him to leave quickly, because he distracts from more important matters? That's why this book is important for buyers as well - it tells how sellers can treat them to become their experts for the rest of their lives. Have you ever heard of a saleswoman in a clothing store who shows record sales volumes, practically not appearing on the trading floor? How? She simply calls her customers on the phone and recommends new arrivals to them, explaining to everyone why. to him fits exactly this is. And the clients are grateful to her, and, probably, the manager. She was also taught by Harry, and she knows very well that such trust is not created immediately, it is a long and painstaking work that begins at the moment when a new buyer enters the trading floor for the first time to be greeted with the words: "Good afternoon! May I anything to help?" Or maybe in some other words, more interesting for both...

And this book is also interesting because it was written by the most real seller - Harry Friedman. He is a man with vast experience in retail sales- he himself worked as a sales assistant, then led the sales department, a store, a chain of stores. A lot of practice has allowed him to create effective systems for organizing sales, and, of course, as a trainer to teach others the skills of an effective salesperson. Therefore, there is no excessive theorizing in the book - here it is clearly, understandably and in detail, using many examples, it is told about what exactly should be done in working with a client and what should not be done, although many do ...

In addition, of course, you should also appreciate the author's style - a lively presentation, with its humor at times reminiscent of a bright, colorful pop performance. In fact, Harry is the same in direct communication - a bright, brilliant showman, whose everyday motto, reflected, by the way, in the slogan of his training campaign - "Show time!".

Dear readers! So it's time for a show for you - a show of exciting and useful reading. I want the insights you will draw from reading this book to help you, and hundreds of thousands of retailers around the world, increase your sales performance and improve your customer satisfaction.

SHOW TIME!

Oleg Ivanov,
Trainer-consultant of the company CBSD,
certified trainer The Friedman Group

About the book

There is no such thing as a "born salesman", just as there are no "born doctors" or "born lawyers". Retailing is a technology that you need to learn like any other if you want to succeed in it. And Harry J. Friedman excelled at it.

Someone once said, "Harry is the kind of guy who will sell someone a bike stand and then the bike itself for $3,000 to use the footrest." The uniqueness of Harry Friedman and his book on retail lies precisely in the unsurpassed ability to convert potential buyers into those who actually buy, and also to teach others to do this. His undisguised love of "playing" the sale pervades every trick and every funny story.

No Thanks, I'm Just Watching will help you move up the corporate ladder significantly faster thanks to a practical step-by-step system for earning money. This system is not only easy to learn, but also fun to use. You won't find boring or obsolete recommendations from the 1940s.

Unlike most trading teachers, who tend to focus on overcoming objections or applying trickery, Harry focuses more on "performance trading". He demonstrates how to overcome buyer resistance, that "I don't like you and don't trust you" defensiveness that buyers seem to come into the world with. And it shows you how to most effectively do your research to find out exactly what the customer needs, leaving you with only one thing left to do—meet those needs. The essence of performance trading is to get your buyer to say, "I'm taking this," even before you say, "Are you buying this?"

However, the real fun will begin after you learn its unique version of the trial completion: how to gently invite the buyer to make an additional purchase at the same time as you check out the main one. This will allow you to control the sale and take the final step that reduces returns, builds trust, and increases the chances of repeat business.

This book cuts down on endless trial and error and allows you to focus on what really works. It will become your retail bible and you will read it over and over again. And each time you will find something new that allows you to continue to make money.

"Harry's book is the best "how it's done" reference book ever written about retail. It emphasizes something that many people miss, which is professionalism. Using humor, involvement and his vast experience, he created a book on how to reach the pinnacle of customer service excellence and become the most successful salesperson."

Thomas F. Zollar,
retail service director
La Z Boy, Inc.

"These days it's the most wonderful retail tool after calling the checkout."

Jim Kliman
general education coordinator
National Association of Music Dealers

"Must read for every salesperson no matter what they are selling. There is no other book like it for them. We have ordered over 2,000 copies. Harry's book reads like a novel that you can't put down. It will make any salesperson increase sales of additional products and complete big sales" .

Evan Hackel,
Vice President Training Carpet One

"In all the 25 years I've been in this business, I've never met anyone who could identify and SOLVE sales problems in a retail store the way Harry J. Friedman did. Every retail outlet manager should make this book mandatory reading for their employees."

bill Bottge,
President of the National Association
shoe retailers

"Harry has a sixth sense about what needs to be done to sell. He recognizes that there is no such thing as a 'natural salesman', that trading is an ever-evolving technology. His sales technique is truly a work of art."

Samuel A. Goetz,
Mayors Jewelers President

"An exciting read! If you're not a professional salesperson, this book will turn you into one! Even if you're not in retail, it will make you think about getting into it."

Annette Gerhardt,
President of the American Merchants Association
wedding goods, Cinderella Shoppe

about the author

Harry J. Friedman,
retail consultant,
teacher, lecturer and writer

You don't date Harry J. Friedman, you run into him. This is an extraordinary person, endowed with revolutionary thinking, ingenuity and energy. His unique style makes you shake things up and take a fresh look at how you trade or manage your trading floor. And then he knocks you off your feet with his methods of turning all your potential customers into shoppers, and you think only one thing: "Why didn't I think of this myself before?". If his vision of how to run a retail store, "bottle" and deliver to every merchant in the world, then the level of trade will reach unprecedented heights.

Harry J. Friedman is an internationally recognized retail and management consultant.

Since 1968, he has established himself as a record breaking super seller, sales manager, chain owner retail stores, as well as the most thoughtful consultant and teacher. His methodology is being studied by more than half a million retailers around the world.

Mr. Friedman's unique ability to share his experiences in a simple and lively manner has made him a popular speaker and writer. Known for his humorous yet polished style, he offers a lot of vital, up-to-date information that goes far beyond motivation.

He created a sales and management system that retailers use more often than other similar systems. His articles have been published over 500 times in national trade magazines, and his "On The Floor" news column is read by over 75,000 traders.

Mr. Friedman has also developed seminars on store management that are attended by many retail leaders. These developments include the Retail Management Training Camp and the Multiple Store Supervision Course, as well as materials such as the Friedman Professional Retail Selling Course video training, the Retailer's Complete Book of games and competitions for sales staff. of Selling Games and Contests, the Retail Policies Manual, and continually updated editions of the Retail Productivity Series.

As the founder of The Friedman Group, he is dedicated to improving performance and professionalism, which has made him a recognized authority in the retail industry.

Foreword

Few professionals today have to respond as quickly to changing customer needs as retail professionals. What sold quickly yesterday, such as hot cakes, may be dead weight tomorrow. The same is true of a retail methodology that once worked wonders, but in our rapidly changing society, can now backfire, especially with sophisticated and savvy shoppers who have "seen it all" and "heard it all" .

If you use an outdated methodology or don't understand the psychology of buyers, your ability to make money, your career, and your well-being are at risk. In the absence of the right techniques and tools, the market can quickly turn into a ruthless machine that grinds you down and throws you out as useless. Employee turnover in retail is the highest of any industry or profession.

Meet Harry J. Friedman, President of The Friedman Group, a Los Angeles-based retail management and sales training firm. In his thirties, Harry has made his training firm one of the most successful in the industry.

In video programs and presentations that are successful in North America and Europe, and in this book, Harry brushes aside conventional wisdom about what it takes to be successful in retail. Instead, he proposes definitions based on proven and effective methods that he personally created through years of research, study, and first-hand experience.

The book will save you time and save you from despair. Harry is a master of retail and education in the field. But more importantly, he is one of those gifted people who has a unique ability to convey his knowledge in an easy and very accessible way. He likes to help professional salespeople, and they like to listen to him. Now they can also enjoy reading his teachings.

Starting with what needs to be done before customers enter the store, then looking at the critical points leading up to the sale, and offering training after the sale is made, Harry purposefully leads us to what you need to know to Increase your sales daily, no matter what you trade.

Harry wants you to succeed, and in his book he addresses all possible obstacles, offering thoughtful instruction and engaging reading at the same time. He shares his valuable customer service techniques, key phrases, the right gestures, and effective behaviors to quickly win a client over to his side. In addition, Harry reveals what the buyer thinks, what he wants to see and what he wants to make sure.

In a word, his understanding and explanation of the psychology of the buyer is something outstanding. Through real conversations behind the counter, going from simple to complex, Harry explains the essence of efficient retailing in today's world.

If you read this book, your career will skyrocket. You'll see, you'll be flipping through its pages again and again to extract all the golden nuggets of Harry's knowledge. If you are in retail or any other activity where it is important to be able to influence other people, this book will not only be your guide, but your chance to change your life positions forever.

Richard Earhart,
former executive vice president
InterTAN (Radio Shack International)

Start of sale

The most critical stage of the sale
may be its beginning.

Very little is said or written about the beginning of the sale. All the books and lectures on sales seem to talk about the end of the sale or the objections of the buyers, but they miss what I think is the main stumbling block of the retail trade - the beginning of the sale.

Start selling is a combination of science and art. The scientific part consists of what we know from our own experience. Art is your own ability to make the existing rules work. A plastic surgeon can reshape your nose (science), but there is no guarantee that your nose will be beautiful (art). Let's first take a look at the facts about the beginning of the sale that we know.

People's behavior is based on their reaction

All the negative experience you receive during your life is deposited in your mind. When something happens that reminds you of it, you may react to it without even realizing what you are doing. Here are some examples of such cases:

The girl fell off her horse at the age of four. Now she is 30 and she never goes horseback riding with her friends.
At 16, I bought a Ford car. I spent a lot of money on its repairs, and these payments were given to me with great difficulty. Now I'm 35 and I'm going to buy a car, but not a Ford.
As a child, my mother forced me to finish my lunch - it was fish. Now I don't eat fish.
I dived headfirst into the pool and hit the bottom hard. It's been five years, but I don't dive in pools anymore.
I went to the store to buy a suit for special occasion. The seller did not know the goods well, behaved intrusively and was aggressive. Since then, I do not like sellers.
I bought insurance. The seller gave me like good advice, but I talked to a friend and it turned out that this was not the best advice. Now I don't trust sellers. (This is not a mistake, think about it.)

My whole theory is supported by good scientific expressions:

For every cause there is an effect.
For every action there is an equal reaction.
For every stimulus there is a response.

All this perfectly fits the beginning of the sale.

Negative reaction from the start

The secret is not to cause a negative reaction from your buyers. How many of you have had negative experiences with salespeople, and how many of you don't like salespeople? I have asked this question in thousands of sales lectures and seminars. Everyone raises their hands every time. People don't like salespeople. (Do you enjoy knowing that people don't like you without even knowing who you are?) Here are some reasons why salespeople aren't loved:

Buyers cannot find a seller when they really need one.
The seller handed the buyers something that is absolutely unnecessary, or sold the wrong product.
The seller is too slow or too hasty.
The seller knows too little about the product.
The buyer needs to think to make a decision, and the seller rushes to buy.
The seller does not perceive the buyer as a person.

It is embarrassing to admit, but some of these examples are quite true and are confirmed every day in the field of retail sales. You don't need to be qualified or licensed to be on the sales floor and throw people's lives into chaos and make it even harder to start selling. Now your job is to overcome the existing resistance and get the opportunity to establish a relationship and sell a product.

The first task at the beginning of the sale is
overcome resistance

What happens when a salesperson greets a customer who has negative feelings about the salesperson in his head? Can you predict the reaction in 90 percent of these contacts? You can, and she will be "no, thanks, I'm just watching." It's amazing how many sellers hear, but don't even try to "get around" this answer. I'm not saying now what to do if you heard it. It is about how to avoid such a reaction from the very beginning. Recently I was in the store. One of the sellers asked: "Are you looking for something specific or just looking?". And we're still talking about staying awake at work! I experienced an irresistible desire to smear him in the face and advise him to wake up!

Establish personal relationships
not a seller-buyer relationship

Personal relationships are the exact opposite of what I call "clerkism." Think back to your last visit to the store. What relationship did you have with the seller? Or do the following exercise: Make a list of stores and list the names of the merchants you return to again and again because of personal relationships and amazing service.

This whole process starts with the start of the sale. Spend a few extra minutes and you will have a buyer who not only appreciates the process itself, but can also buy much more products.

Techniques used in the beginning

If your customer greeting is business-like, you'll get a "I'm just watching" backlash or something like that. The most striking thing is that in most cases, buyers are not even aware of what words they are pronouncing. It's a spontaneous reaction, but buyers know it works. With its help, you can drive the seller away, and thanks for that.

I'm sure you'll agree that it would be great if we could walk up to a customer, be of service to them, and ask, "What can I do for you?" or "How can I help you?". Guys, the truth is that this only works ... three times out of ten and only with those customers who know what they need, or with those who go to McDonald's. But if you want to sell to the vast majority of people, with with whom you communicate in the store, then know that they do not really need what you have.Thus, rule number one for starting an initial dialogue is:

"Techniques used in the beginning should have nothing to do with business"

You should not read this book any further until you understand that you can't talk about business at the start of a sale. Otherwise, it will be about the same as if a neon inscription on your forehead lights up: "Do not trust me, I am a seller." If your initial business-oriented techniques cannot be effective, then the well-known and most commonly used and described "product approach" technique cannot be effective.

Commodity approach is inefficient and primitive

My brother called me and told me about buying a tennis racket for $500. I thought that such a purchase is good only for idiots. I don't like tennis myself, and it's hard for me to understand the essence of the game from my brother's stories, especially since he's not a great player. I am a diving enthusiast and needed a new mask and snorkel, so I went to the sporting goods store looking forward to my purchase. What do you think I saw on the sign in front of the store? You guessed it, a tennis racket. Now guess which one? You're right again - the $500 one my brother bought. While I was wondering if this racket has a motor or some kind of built-in devices to make it easier to play, the seller came up to me and said: "They just arrived. Really beautiful? I'm sure that no matter your level of play, it will help you win." . What do you think I thought? "Back off, idiot. I don't need a racket!"

A very talented jewelry saleswoman in Florida told me about the first time she went to the sales floor after leaving her job as a clerk. She noticed the man entering and prepared to start the long journey of her first presentation. The visitor was clearly interested in the ring display at the front of the store. She approached him and began the conversation with the words: "I see you are interested in our magnificent rings." What did he reply? "No, I'm a carpenter. They told me that this display case needs to be fixed."

First, how can you determine what visitors want and why they came by simply observing what catches their eye or what window they stop in front of? Secondly, it is very impolite to simply not say hello before the start of the presentation to someone who came to your store, in which you personally spend most own life. Commodity approach is for the lazy. It does not help establish relationships, but rather destroys them.

However, if you only want to sell to two or three out of ten customers who enter your store, use this technique, because there will always be two or three who know what they want and will not let you stop them, no matter how hard you try.

Here are five of the most worst questions at the beginning of the sale:

Can I help you? (How could I help you?)
Are you looking for something specific?
May I answer your questions?
Do you know about our sale?
This item has just arrived. He's great, isn't he?

After reading the customer service rules outlined in the previous chapter, you learned how important it is to "discover" the customer and get them to talk. So rule number two at the start of a sale is:

"When starting a sale, ask questions that keep the conversation going"

Face-to-face conversations are key to the process of overcoming resistance. Short and quick phrases will get you nowhere. Have fun, make your questions interesting. And don't forget that your initial greeting should be in the form of a question.

Fifteen years ago, a woman entered the store with a baby in a stroller. You might think that I said: "What a lovely child!". Does it sound good? Nothing like this. This is not a question, and such a phrase will not help you overcome possible resistance. I then said the following: "Adorable child. Where did you get it?" I know you may laugh, but the truth is that I used this technique then and continue to use it to this day. And it always has a great response.

This is not required, but it is better to ask questions that cannot be answered with "yes" or "no". Stay away from closed questions. Try using words like: who, what, where, when, why, or how.

closed question

Salesman

Buyer

Open question

Salesman

Buyer

Have you ever wondered why a customer says "I'm just looking" after being asked "How's the weather outside?". Simply because predictable and uninteresting initial questions are not enough for a personal conversation. Therefore, the third rule for starting a sale should be:

"Introductory phrases should be unique, sincere or unusual enough to keep the conversation going"

This is a difficult and ubiquitous problem, the solution of which separates clerks from professionals. I think now I can explain how to do it.

People find shopping trips either fun or an unbearable burden. In any case, they do not leave them indifferent. Isn't it great to create an environment where your customers will have a good time and spend a lot of money? I believe that you are in control of the entire presentation process and understand how much its quality depends on the techniques that you use at the very beginning.

If talking to a customer was a simple matter, everyone would easily enter into it, and there would be no need for this information. However, people consider it a difficult task, if not almost impossible. This is partly because they don't want to take the time they need to get the job done. In addition, salespeople seem to forget how they behave when they are not at work. You can't succeed if you're one person in life and another on the trading floor.

In rule number two, I talked about using questions to start a conversation. The third rule is to be unique, sincere and unusual. While these recommendations are good enough, I can never teach you your initial tricks, which in retail are like fingerprints, a manifestation of your personal uniqueness.

Humor has become my style. For many years I joked with those I met, or tried to make people laugh in Everyday life. Marlene Corddry, vice president of The Friedman Group, worked for me in trading many years ago. Her style is "I'll get you, my expression is so friendly and non-aggressive that you won't be able to resist and let me talk to you." All people are different. You, like a singer, must develop your own style that suits and is comfortable for you personally. At the end of this chapter, you will find 42 beginning techniques that have been used over and over and proven to be effective. The only reason I don't guarantee them is because only you can breathe life into them.

First steps

The secret word at the start of a sale is "little talk" or "schmoozing". I'm not sure, but it seems to be Irish. Don't think that because it's "small" it doesn't matter much. The very concept of overcoming resistance and establishing a relationship with your customers is best described as a small talk. Every time I mention a small talk in this book, I'm referring to using all three rules for starting a sale (non-business approach, questions, uniqueness). And don't forget: you'll never lose by having a conversation like this.

Please do not skip this information because it is really important. The quality of your initial dialogue with the buyer determines the subsequent presentation, and if this dialogue fails, you don’t have to worry about anything anymore, because either you won’t “talk” your buyer, or you will have to “pressure” him, or (God forbid ) you will lose control.

Starting a sale is both a non-verbal and verbal process.

Surely you have had cases when you approached the buyer without saying a word, but still heard: "I'm just looking." "What have I done?" you thought to yourself. It's just another proof of the buyer's resistance to the seller.

And what about this situation: you place the product on the window, while there are two or three other sellers in the store. Who is the buyer for? Of course, to you. Why? Because you are busy and should not "pressure" the buyer or act aggressively. Customers feel they can interrupt you, get their questions answered, and walk away safely.

Violation of buyer's privacy

When shopping, people want to enjoy freedom. They need it. Already your approach to the buyer may be perceived by him as a violation of personal space. Three events can take place:

The buyer moves in the opposite direction to avoid contact.
The buyer shows a negative reaction ("I'm just watching") before you've even said a word.
The buyer tells you what he needs or asks a question.

The space in front of the buyer is perceived by him as personal, and any approach is considered as an intrusion. You can greet the customer by crossing this space or moving parallel to the customer. Most importantly, try not to stand in his way. Of course, you may think that I am an eccentric, and this is true, but after trying this technique, you yourself will believe in it.

"Passage with a U-turn" 180 degrees

When approaching customers, hold something in your hands. This will give the impression that you are thinking about something else and do not intend to push them against the wall and take money. The main part of the sales start strategy is to always appear busy.

The most best technique from the ones I developed - a passage with a 180-degree turn. To do this, you need to approach the buyer, tell him: "Hello" or "How are you?" - and pass by. Then, after taking three or four steps and moving to a "safe" distance, turn around, give your face a puzzled expression and say something like: "Can I ask you a question?". In most cases, the buyer will turn to you, take a few steps in your direction and say, "Of course." Naturally, the most a big problem is the question to ask him. It's all up to you here, because I can't provide you with a technique that's exactly right for you and your style. What works for me may not work for you. If you're not that creative, or have trouble finding the starting moves, don't despair: at the end of the chapter, you'll find 42 moves you can borrow.

little workout

You noticed a visitor entering the store. Take something in your hands and approach him, moving in parallel. When you get closer, smile broadly, greet the visitor and walk past. Then turn around and say, "Can I ask you a question?" The buyer replies: "Of course." And you say something like: "Judging by the large number of bags, there must be good shopping deals somewhere. What did I miss while sitting in this store?" Most often, the buyer will enter into a conversation with you.

For example:

Salesman

Buyer

Now you need to make an important decision: continue to talk or go into business? Your guess is correct! Of course, keep talking. An extra 30 seconds of chatter will result in the buyer getting rid of the pain, fear and desire to resist, and you will be able to establish a rapport with him.

Salesman

around and around

Every time you have an opportunity to beat around the bush in a conversation with a customer, use it. Customers like it because it makes them feel special. Besides, it's fun. People are pleased when others show interest in them. No one wants to be treated like "one of the..." or just another customer.

Here are some more examples of "around the bush" conversation:

Salesman

Buyer

Salesman

Buyer

Salesman

Buyer

Salesman

Buyer

Salesman

Get to the point: transition

After a short face-to-face conversation, it's time to move on to the business and get to the bottom of the needs. After a lot of experimentation and study, I found a transitional phrase:

"What brings you to our shop today?"

This works great, as do the "What brings you to Harry?" options. or "What brings you to us?". A great question, because it not only implies an answer, but also helps to "uncover" the buyer. Since you want to communicate with the buyer and get him to ask, questions like: "Are you looking for something specific?" or "Are you looking for (product name)?" - can't be effective in any way.

But what if, after a short conversation and a decisive question: "What brought you to our store today?" - do you still get the answer: "I'm just looking"?

Buyers are very smart. They know exactly how to get a salesperson to leave them alone, and they're great at it. Rigid resistance and an icy expression will force any seller to retire. The best trick is "I'm just watching." Here are five of the best ways of all time to end a conversation.

I'm just watching.
I'm just walking.
I just wanted to see what you have.
I need to kill time.
My husband (my wife) is shopping at a nearby store.

At this point in the presentation, you need to take a sober look at the situation. You made a U-turn, started a conversation, used a transition question, but got rebuffed. Yes, it happens, and quite often. Perhaps buyers are not even aware that they are saying these phrases. This type of defense has become an automatic reaction and effective solution end the conversation with the seller. It touched me myself when Marlene Corddry and I were walking around the shops of the mall together. When the salesman approached her, she said, "I'm just having a lunch break." I asked her why she said that, and she was surprised: "What did you say?" Then she admitted that she always used this technique when she worked in a shopping center. It worked great and became a habit with her.

Salespeople who try to continue the presentation at this point risk making the mistake of trying to be helpful. In response to a defensive reaction from buyers, sellers most often say the following:

Let me know if you have any questions. I'll be nearby.
In case you have any questions, my name is Harry.
However, when you say such phrases, the buyer hears the following:
"My name is salesman Harry and I will be nearby, where they stand. sellers, in case you have any questions about seller who only wants one sell you something that you don't need."

Let's face it: buyers choose the defensive line because they don't like sellers. To break through this protection, one should not cause even greater dislike. There is a more acceptable way.

"Distraction Maneuver"

The "red herring" method is used to overcome the "protective barrier" built by buyers. This method has two parts.

Accept that the buyer only wants to see.
Accurately repeat the buyer's protective phrase, but with an interrogative intonation.

Here's how you can use this trick to deal with the above five ways to end a conversation:

Transition
Protection: I'm just watching.
Agreement: Sounds like you enjoy it.
red herring: What are you looking at?

Transition Q: What brings you to our store today?
Protection: I'm just walking.
Agreement A: I also like to walk.
red herring: And what is the purpose of your walk?

Transition Q: What brings you to our store today?
Protection: I wanted to see what you have.
Agreement: Excellent!
red herring Q: What would you like us to have? (At these words, you need to smile very widely.)

Transition Q: What brings you to our store today?
Protection: I'm just killing time.
Agreement: We all need more time to kill him.
red herring: What are you looking for while killing time?

Transition Q: What brings you to our store today?
Protection: My husband is shopping at a nearby store.
Agreement: So, you are on your own for a while.
red herring: And what are you looking for while he is busy shopping?

You will be pleasantly surprised by how this technique works! In most cases, the buyer will "open up" and you can begin to identify needs. However, I want to warn you: the question "What brings you to our store today?" is clarifying and works as a transition only after a little conversation. If used as an opening move, it will sound like "Can I help you?" and is unlikely to help.

When, after a conversation and a distraction, you hear "I'm just looking" for the second time, all you have to do is transfer the visitor to another salesperson or (if you have the courage) move on to a playful detour.

Retreat

Life is such that some buyers may not like your appearance, color, height, weight, the way you talk or move, or a resemblance to their creepy Uncle Louie or the equally creepy Aunt Alice. All this is beyond your control, and after the second "I'm just looking" you should say: "Very good" - and leave. Choose another seller who looks radically different from you, and entrust this buyer to him.

A playful detour

I hate losing a sale, so I've developed a few tricks for the second time you hear, "I'm just looking."

When I ask "What brings you to our store today?" and they say "I'm just looking", I use next move. "Great!" I say. "What do you want to see?" The buyer replies: "I'm just looking." Then I take him to a product that says "I'm just looking" on the price tag and has a discounted price. "You're in luck!" I say. "We've got a discount on that today!" Or I lead them to a sign that reads, "Since March 1, 1992, it's legal to just watch."

One of my favorite memories of breaking through the defenses is when I was working in a jewelry store. I was in the hall when an old lady entered the store. I'm sure you've seen them. Her hair was dyed blue, and on her shoulders rested a fur boa, you know, the one with the bestial muzzle and glassy eyes! Apparently, the lady drank two or even three weeks in a row. I was confused, not knowing where to start. What should I tell her? Then it dawned on me, I went up to her and asked: "What would you like to do right now?". "Dance!" she replied. I took her into my arms and we started moving around the store to the rhythm of the waltz. I hummed softly. She turned out to be a pleasant old lady who liked the attention. My next step was the only possible one when dancing with a drunken old woman with blue hair. And I asked: "What do you need to become even more beautiful than now?". "Earrings," she replied.

I waltzed her over to the window with our most expensive pearl earrings, worth about $500. Then he took out a pair and asked to try it on. "But that's against the rules. Earrings can't be measured," she said worriedly. The thing is, it was never against the rules. It's just that sellers are too lazy and do not allow buyers to do this: according to hygiene requirements, after trying on the earrings, they must be wiped with alcohol. I could have said all this to my client, but I wanted to keep her excited, and I whispered: "I know, but let's break the rules!"

I ended up selling this pair to her and she left in a great mood. The postscript to the story is this: it turned out that she was on a bus trip with fifty of the same blue-haired old ladies who were even more drunk than she was. On that memorable day, our revenue was what we usually received in a year.

This "frivolous" approach is very funny, but I want to warn you: if you are not sure that you can do it, then don't do it. It is enough to transfer the buyer to another seller.

When the customer talks

People feel more comfortable when they are talking to someone who is genuinely interested in the topic of the conversation. It is much more important for you to get the buyer to talk than to conduct the conversation yourself.

The longer the buyer talks with you, the more relaxed he feels with you as a person, and not a seller. Think back to the last party where you met someone for the first time. Most likely, you liked those new acquaintances who, when asking you questions, showed a visible interest in what you answered. It's the same with buyers.

Your comments must be personal.

There are a few points to consider in order to personalize your remarks.

Children

If the customers are bringing kids, you have an obvious topic to talk about. What parent doesn't like to talk about their child? Don't limit yourself to a simple phrase about how smart their child is. Ask how old he is, does he always stay in this good mood whether sleeping all night long.

Note that the child already speaks well, knows a lot and his mother (or father) uses a very comfortable stroller. Warning! Don't try to guess the gender of the baby - you'll be wrong half the time.

Special clothing

If the customer is wearing a T-shirt with the emblem of a particular college or sports team, ask if they went to that college, what campus it is, if they enjoyed yesterday's game, or what they think about the team's game this season. Don't voice your opinions about the college or the team. As my grandmother used to say, "dance to the music the customer is playing."

Cars

If you can see what car the buyer came in with, you can safely say that the car is new, old, unusual or expensive. We are all proud of our cars, and most buyers will readily support the conversation.

News

What events, interesting or exciting, are taking place in the world? What do almost everyone know about? Use the latest crisis, space exploration, a visit by a foreign delegation, a volcanic eruption, or an earthquake as your starting point. However, when choosing news, consider that it does not cause controversy. Discussing a scandal involving a mayor or other political figure can be risky for some buyers.

Holidays

Most people make plans for the holidays, whether it's a three-day vacation, dinner with family, or just a Sunday getaway. If a holiday is coming up, ask buyers about their plans. If the holiday has just ended, ask how they celebrated it.

If you don't know what to do

Often people come to your store with whom you do not know what to talk about. To always be ready to start a conversation, prepare a few universal tricks. The more options you have, the better.

A hundred of your own tricks

Sit down and make a list of about 100 of your own conversation starters. If you're having trouble, I've included a list of 42 starting techniques below that you can use as a hint, because no one will come up with your techniques for you. You should do this yourself, as you may not be very comfortable saying what others have come up with.

We want to put a new carpet here. Which of these patterns do you like the most?
(Walk past with a few small boxes in your hands.) Could you do me a favor? Please fix the top box. You know, if one falls, then they all collapse.
Hello boy. I'll die if I don't hear another joke. Can you tell me your favorite?
I want to invite my wife to a fish restaurant. Could you recommend me one?
I noticed that your daughter has pierced ears. I also have a girl about her age. How did she survive the operation?
I see you wearing a jacket with the name of a rock band. Were you at their concert yesterday?
May I ask you? Do you think women prefer candy or flowers on Valentine's Day?
I noticed you left the barbershop. What stylist do you cut your hair with?
Today it's very hot. Would you like to drink something cold?
Your bags are very heavy. Do you want me to hold them while you look around here?
I overheard you and a friend discussing a new movie. I want to watch it too. What do you say about it?
Could you do me a favor? My mom wants to have a photo of her son at work. Could you take a picture of me behind the counter?
Do you have a new version of this game?
I noticed your boots. Are they really very comfortable?
I just got new coloring pages! Your kids don't want to do them?
What do you think of the hat I'm wearing?
I am planning a vacation. Where did you get such a wonderful tan?
Your baby speaks so well! Does he go to school already?
Cool haircut! Where did you make it?
Tell me, how is the basketball team of this school playing this season?
I noticed you arrived in a Honda. Do you like this car?
Did you hear what happened in the city court?
Are you glad the weather forecast for today turned out to be wrong?
Taxes to be paid soon. Do you do it in advance or wait until the last minute?
Twins! Double the hassle, double the fun! How many are they?
How did you celebrate yesterday's holiday?
What a great dress! How long do you think it took to sew on all those sequins?
You are wonderfully braided french braid. How much time did it take?
Someone was at McDonald's today! Are your children constantly asking for McDonald's too? Mine are asking.
It's hard to believe that it hasn't rained for so long. Have you already started storing water for future use?
I see you're wearing a Laker's T-shirt Do you think they'll win the playoff?
Spent all day in this store. What do you hear about the launch of the "shuttle"?
There are three days off. How is the traffic on the street?
Great tan! Do you have this skin color or have you just returned from vacation?
$62 million is up for grabs in the lottery. Have you already bought a ticket?
Did you watch the Grammy Awards broadcast last night?
Oh, are these new model skis? Where will you try them out?
You have bought so many books from the bookstore. What kind of books did you buy?
May I have your opinion? The buyer has just ordered this model. Do you think we should order it too?
God, plaster! What happened to your hand?
Six kids! Are they all yours?
We've got a little argument here. When do you think is the best time to hang holiday decorations in the store?

Working with two customers at the same time

What happens if there are more buyers in the store than sellers? In such situations, especially in stores selling small and expensive things, for example jewelry safety measures should be taken. You simply cannot physically deal with two buyers at the same time.

However, imagine that you are working with a customer BUT, and at this moment the buyer enters the store B. You must greet the buyer B, otherwise he may leave, which already leads to the loss of business. Besides, it's just impolite. However, your main target is the customer. BUT.

Verbal contact

What to do in order not to annoy the buyer BUT? This must be done carefully and with love. you ask the buyer BUT: "Do me a favor", to which he will always answer "yes".

"Could you wait a minute while I say hello to that customer? I'll be right back. Do you mind?"

Buyer BUT will surely agree, which means that he has concluded with you agreement and promised to wait.

Then you approach the buyer B and say, "How are you? Could you do me a favor?" This greeting is both the first step and forces buyer B to make verbal contact. He looks at you in confusion and thinks, "I don't know if I want to do you a favor. I just went to the store." However, he will always say yes out loud.

Now you're saying, "Could you wait a minute? I'll be done with that buyer and I'll be completely at your disposal. Do you mind?" If the buyer B agrees, which happens quite often, which means that he enters into a conversation with you. He won't leave anymore. Buyer B will stay in the store because he promised you.

It's understandable that some customers will say, "No, I have to go," or "I'll go to a nearby store and come back later," or something like that. But most will answer yes.

When you are trying to deal with two buyers at the same time, using verbal contact brings good results. The seller serves the buyer BUT. Customer B enters the store. The seller turns to the buyer B and says, "I'll come to you soon." Then he turns back to the buyer BUT but the buyer B leaves soon.

Now let's go through the verbal contact scenario again:

First option

Salesman A: We need your banking information. Here.
Buyer A: I always hated filling out those forms.
Salesman: Oh, I understand you. (Notices the buyer B.) Could you excuse me? I want to tell that gentleman that I'll be at his disposal shortly. Do you mind?
Buyer A: Of course.
Salesman: Thank you. (Heads to the buyer B.) Hello, could you do me a favor? I'm already finishing up with that lady and will be at your disposal in a minute. Do you mind?
Buyer B: Good.
Salesman BUT.) Your signature will be enough here.

Second option

Buyer A: I think my sister would like this tablecloth for a party.
Salesman: From what you've told me, I'm sure it's perfect choice. But won't you excuse me? Just a second, I want to tell that young lady that I'll be right over as soon as you and I are done. Do you mind?
Buyer A: Of course.
Salesman: Thanks to. (Goes to the buyer B.) Good afternoon! Will you do me a favor? I'm just finishing up with that lady and I'll be with you in a minute. Do you mind?
Buyer B: Good.
Salesman: Thanks. (Returned to the buyer BUT.) I'll just write down your driver's license number on the check - and you can go to the party!

Verbal contact "works" because you ask people for a small favor, but very politely. I bet you'll get great results the first time you use it.

How do you start?

The start of the sale can be the most important part of the sales process and will determine the entire course of your presentation. By starting the sale the right way, you can reduce resistance and empower yourself when you ask probing questions. Ask yourself how effective you have been in this area in the past, have you considered your behavior well?

Were your opening moves fun, interesting, and smart? Did you build a relationship with the buyer on a personal basis? Have you gotten off to a good start in sales, working with children and adults, men and women, couples and groups? If you take the time to write down 75-100 opening moves, you will be at the checkout much more often than before.

Important Thoughts and Key Techniques

To effectively start a sale, use a good opening technique and avoid clichés like "Can I help you?".
As a rule, the number of buyers who really "just look" is very small, so it's wiser to never trust a buyer who "just looks."
The product approach, where you greet customers and talk about the product they looked at as soon as they entered the store, was initially very good, as it allowed sellers to demonstrate the product almost immediately. Today, this approach has gone out of fashion and has become ineffective.
Your goal is to avoid the "buyer-seller" relationship, instead developing a personal relationship, which is much more rewarding.
The two keys to starting a sale are (1) to break down the internal resistance that buyers have against sellers, and (2) to establish a personal relationship, not a seller-buyer relationship.
If you introduce yourself as a seller, you risk causing a negative reaction from buyers. You must Avoid behavior that traditionally elicits a negative reaction from buyers.
Effective start-ups have nothing to do with business. It is best to use new, unusual or smart questions that encourage the buyer to start a conversation.
Avoid questions that can be answered with one word "yes" or "no" because your chances of continuing the conversation are reduced.
If you usually start the sales process too hastily, try to slow down. The product is not going anywhere, as well as the buyer. Today there is no place for clerks who, by asking habitual questions, "skip" the beginning of the sale or lose those sales that could have taken place if they (the clerks) had taken the time to develop effective opening techniques.
Give compliments very carefully, as they can turn against you. And if you're complimenting a customer's clothing, make sure the clothing is really fancy or dressy.
People feel more comfortable when they are talking to someone who is genuinely interested in what they are saying. It's more important to you to get the customer to talk than to keep the conversation going.
Use any topic to personalize your comments about an individual customer. For example, pay attention to the buyer's children, his car, or talk about the news and holidays.
No one will come up with the initial tricks for you, you need to do it yourself. They must become your, because you may not be comfortable using words that others have made up. Spend as much time developing your initial techniques as you spend studying your products.
To overcome the buyer's resistance, don't go straight up to him, but think about how to approach in a more friendly and less threatening way. Assume that the buyer does not want you to violate his personal space, so try not to approach him directly. Instead, use a roundabout.
Buyers are attracted to busy salespeople because they think they won't be "pressed" or that they can get an answer to their question quickly. So try to always appear busy.
Most effective way transition from the beginning of the sale to the clarification of needs is the use of a transition question, with which you can ask the buyer why he was in the store. For example: "What brings you to our store today?".
To find out if the buyer is really only looking, you can try a "workaround". When a customer says "I'm just looking..." say something like "Awesome! And what exactly do you want to see?" and that will remove the protection.
Be sure to spend some time establishing contact through a small conversation. Just walking up to a customer and saying, "What brings you here today?" won't break the resistance.
If you have gone through all the steps and the second time you hear: "I'm just looking ...", transfer the buyer to another seller. Sometimes that seller will be able to get the buyer to open up. It's not your fault, besides, there are other customers in the store.
When serving two customers at the same time, use verbal contact. Ask the buyer BUT do you a favor, to which he or she will always agree. "Could you wait while I say hello to that customer? I'll be there in a minute. Do you mind?" You will surely hear "yes" from the buyer BUT. Buyer BUT concluded with you agreement and promised to stay.
The start of the sale is the most important part that defines the entire sales process. An effective sales start will help you break down resistance and empower yourself when you ask probing questions.
If you take the time to write down 75-100 opening moves and practice them, you will cash register more often than before.

The success of sales directly depends on the correct approach to a potential buyer. It is no coincidence that employers who work in the field of trade are introducing various systems employee incentives. Those consultants who manage to attract more buyers receive more impressive income. Proper communication with the client is the key to success. There are 5 main stages of sales that every sales assistant should know about.

Stage one - establishing contact

The first impression of a person is the most important. This opinion is indeed justified and applies not only to communication in ordinary life. It matters how the store will be presented for the first time in the eyes of a potential buyer. And if the consultant manages to make a good impression, the sales volume will definitely be increased. At the same time, you can not ignore the client or be intrusive. You should choose the "golden mean".

In this business, those who are able to recognize the type of client at a glance become successful. Some potential buyers do not like contacting them, they are sure that they themselves will be able to ask a consultant a question if necessary. Others are waiting for attention to their nature immediately upon arrival at the store. And if the seller does not pay attention to such a client, the impression of the outlet will be negative. All these points should be clearly understood by a successful sales assistant in a clothing, footwear, household appliances etc.

How should a person who works in the field of trade behave? As soon as a potential customer crosses the threshold of the store, you should definitely smile and greet him. Over the next few seconds, you need to evaluate the buyer, to understand whether he needs help. Then you can turn to the client with the question “Is there something to suggest to you?” In case of refusal, in no case should it be imposed.

The appearance of the store employee also plays an important role. Even the best selling technique of a sales assistant will not work if he looks untidy. The employee of the market must be well-groomed. It is good if the dress code is respected in the store.

Stage two - recognition of needs

A good sales assistant can in any case increase sales and sell goods that are not in demand. However, in this way it will not be possible to establish contact with a potential buyer for long-term cooperation. It is important to find out what exactly the client came for, what he is really interested in. How can I do that? First of all, you need to let the person talk without interrupting him. Active listening is the key to success. The only thing you can do is ask a few clarifying questions. So if we are talking about shoes, it is worth clarifying what size and color a potential buyer is interested in.

The sales assistant technique involves choosing questions that begin with the words “when?”, “Where?”, “For what purpose?” (for example: “Where do you plan to use this or that shoe model?”). Potential buyers will not be able to answer “yes” or “no” to such questions. He will have to provide detailed information that the seller can use to offer several product options at once. The buyer will certainly be able to choose one of the proposed models.

The most important qualities of the seller at this stage are: courtesy, goodwill, ability to listen. Patience is a quality that is also of great importance. The seller will have to deal with a variety of buyers. Many of them will find it difficult to formulate their wishes. But statements like “you yourself do not know what you want” in relation to the client are not acceptable.

Stage three - product presentation

If communication with the client went well in the first two stages, the buyer managed to figure out in which direction to proceed further. It is necessary to offer a potential buyer several models of the selected product at once, describe their benefits. Do not persuade a person to a more expensive model. There is a risk that a potential buyer will generally abandon the idea of buying goods here and now.

What should be the sales technique of a clothing sales assistant? The specialist found out why the buyer came to the store. Next, you should ask clarifying questions and offer a potential buyer several suitable options. At the same time, it is worth assessing the physical parameters of a person, in no case discussing them aloud. So, you should not offer a woman with impressive forms a tight-fitting mini dress.

Communicating in the client's language is another important step. A person should feel comfortable in the store. If the consultant uses professional slang, calls the product with words unknown to the buyer, then most likely it will not be possible to increase sales. The consultant will be able to show his competence in a completely different way - offering a potential buyer product options that really suit him.

Stage four - questions and objections

Any objections and questions from a potential buyer are a good sign. Such moments should not scare the seller. After all, they show that the client is really interested in purchasing the product. Any questions are steps that lead to a successful completion of the transaction. The task of the seller is to correctly answer any objections, to persuade the client to buy.

Consultants who have learned how to work with objections can consider themselves true masters. Indeed, for this it is necessary not only to have complete information about the product that is being presented, but also to have the skills of a psychologist. It is important to understand the very essence of the buyer's objection in order to find an appropriate answer or offer an alternative product.

"Too expensive!" - this is the objection sellers hear most often. Discussing the cost - a separate point successful sales. The consultant must be able to argue the price of a particular model. What should be the sales technique of a phone sales assistant? The specialist should explain that a particular model costs more because it is made in England and not in China. Durable materials were used in its manufacture. The buyer must understand that by buying a cheaper model, he receives only a temporary benefit.

What if the potential buyer agrees with all the arguments of the store specialist, but simply does not have the full amount to purchase the goods now? The sales technique of a sales assistant involves the promotion of not only store products, but also partners. So, almost any outlet cooperates with banks that can issue a loan for a particular product. This information should be provided to a potential buyer.

Stage five - closing the deal

The final stage of sales is the most difficult. The client still doubts whether he should make a purchase, and the seller is afraid of being refused. Now it is important not to step back. In most cases, buyers are waiting to be pushed to action. They already had the product in their hands, and parting with it can be quite difficult. At this stage, you can remind the indecisive buyer that, according to the legislation of the Russian Federation, the goods can be returned to the store within 14 days. This argument usually goes in favor of the sale. Although in reality no more than 5% of purchases are returned.

Pushing a doubting client into action should be unobtrusive. In this case, the likelihood that a person wants to return to a particular outlet increases. It is recommended to further encourage the client - offer him a discount on the next product or issue a discount card.

The success of a consultant directly depends on the chosen sales technique. The 5 stages described above are fundamental. But you should also be aware of the mistakes that most novice sellers make. If you manage to avoid them, your income will increase significantly.

Mistake #1: Not Listening

A seller who knows everything about the product and talks about it in silence will not be able to become successful. To really interest the buyer, you need to let him speak. The client must tell why exactly he came, what he would like to see in the proposed model. In no case should it give the impression that the seller is imposing something on a potential buyer. A consultant is an assistant who guides the client to the right choice.

Listening to the interlocutor, the seller must understand when and how to ask clarifying questions. If a potential client loses interest in communication, this should be noticed. The first 10-15 seconds of contact between the seller and the buyer who has come to the store are the most important. It will be easy to win over the client if you take notes during the meeting and conversation with him. Such a moment necessarily involves the sales technique of a furniture sales assistant. When ordering this or that model, the buyer must be sure that he was understood correctly and in the end he will really get such a sofa (bed, cabinet, wardrobe) that he wants.

Another important rule: if the conversation has reached a dead end, it should be stopped. Aggressiveness and obsession are traits that do not paint the seller. If the buyer receives negative emotions from communication, he will never want to return to the store again.

Mistake Two - Ignore the Buyer's Point of View

Each seller should carefully study the chosen sales technique, the 5 stages of which are described above. The correct presentation of this or that model is a necessity. However, it is worth remembering that the buyer turns to the store, based on their own benefit. He does not always care whether a particular product is the most in demand on the market (this is what most sellers report during the presentation).

Be sure to study the buyer's point of view. A person came to the store to buy cheap shoes? No need to dissuade him and report that economical models do not last long. The client himself knows what is more profitable for him. The footwear sales assistant's sales technique should include the presentation of models from various price categories.

Mistake three - to convince, not to explain

Beginning salespeople are confident that they will be able to increase profits if they drive the buyer into a corner, describe all the benefits of a particular product and achieve a purchase. It is possible that on the way of such consultants there will be weak clients who will nevertheless bring the deal to the end. But even such buyers will not want to return to the store again.

In no case should the seller aggressively convince the client that this or that product is the most beneficial for him. All that needs to be done is to argue the real benefit for the buyer. The sales technique of a sales assistant should include polite communication, clarification of the client's desires. If a person does not make contact, it is impossible to impose. Only if the buyer is really interested in the product and asks questions, it is worthwhile to honestly explain to him why it is worth making a purchase.

Mistake #4: Underestimating the Buyer's Intelligence

When a sales assistant comes to a clothing store for the first time, he does not know how to behave with potential customers. All the people who visit the outlet seem exactly the same. At the same time, many inexperienced sellers may underestimate the capabilities of the client. A consultant who talks about the benefits of acquiring a particular dress to a stylist looks rather funny. A successful seller must be able to evaluate buyers almost at a glance. This will avoid a funny situation.

Overestimating the mental capabilities of a potential buyer is another big mistake. When a consultant begins to operate with professional words that are not clear to everyone, a person feels his own incompetence in this matter. It’s good if the client is not embarrassed, wants to ask again and still makes contact. Many buyers decide to end the conversation if the information provided is not clear to them.

Active offer of additional services

How else can you interest a potential buyer? It is worth actively promoting additional products and services. The possibility of obtaining a particular product on credit has already been mentioned earlier. Additionally, you can offer the buyer to insure the purchase. This service is especially relevant in salons. mobile communications. Perhaps the client will agree to purchase a more expensive smartphone if he is told that he can be insured against falls or theft.

What products can be additionally offered in clothing stores? It will be possible to increase sales very well with the help of various accessories. If the buyer came for trousers, you can offer him a belt or socks. Neckerchiefs and tights are also on sale. More income can be obtained if preparations for sales have been made correctly. Related products should be placed side by side on the shelves. Clothing stores also do well with additional services, such as a discount on dry cleaning, tailoring, and the possibility of delivering goods.

Client base

Those who decide to devote their lives to sales should start their own customer base. All you need to do is save the buyer's data when making a transaction. In the future, using the specified number or email, you can notify the client about the arrival of a new product or discounts on old products. Such tactics must necessarily include the sales technique of a sales assistant of household appliances. A person who bought a refrigerator will sooner or later need a microwave or a slow cooker. In addition, any technique eventually fails. In addition, the client can tell about the possible benefits to his relatives and friends. In this case, sales will grow exponentially.

Even more effective will be direct contact with the client through phone call. During the conversation, you can interest a potential buyer with new promotions and great deals. In this case, it is also important not to impose. Already from the first seconds of communication, a professional sales assistant must understand whether the conversation is interesting to the client.

Anyone can become a successful salesperson. The main thing is not to despair and try to correct the mistakes made. It is also important to choose the right field of activity. So, a woman who is poorly versed in automotive technology, most likely, will not be able to achieve great success at an auto parts store. Also, the male sales assistant is not the best option for women's underwear salon.

03.12.2015

So, buyers in the very first approximation are divided into men and women. It has long been known, and not unreasonably, that lovely ladies love with their ears. In our case, this rule is as true as possible. It is very important to find the right approach to the buyer of the fair sex. I recommend that my employees start the conversation with a neutral compliment or an abstract topic. For example, you can specify where she managed to find such a beautiful handbag, but the main thing here is “not to go too far.” The compliment should sound sincere, if you have nothing to “catch on”, it is better to start with the on-duty phrase. Girls love to talk. By asking a series of the right questions, you can easily ferret out her needs. Here it is appropriate to apply the technique active listening. And then, try to “deliciously” tell about your product, focusing on the needs of the buyer, do not skimp on poetic comparisons and inspiring epithets, remember, girls love to listen. A woman can come for a raincoat and leave with a skirt, blouse and a new belt. Be patient and you will be rewarded.

With men, on the contrary, less words, more deeds. Try to ask clear, meaningful questions. Usually, the man is walking to the store when you need something specific. This is in your favor. Find out with the help of open and alternative questions about its purpose and go! Appeal with numbers, compare two similar products. Your presentation should be structured and logical. A man will trust you and, as a result, may agree to an additional product if he sees in you an expert in the product that you offer.

It is worth noting the work with children. Based on my experience, children over 4-5 years old are already ready to communicate directly. Ask about their expectations, you can ask them about the opinion of their parents in the third person. This is perhaps the only case when the buyer should be addressed to "you"? Do not try to offer your child an overly expensive product, this can cause negativity among parents. The most optimal would be parallel communication with both the parent and the child. If you sell toys, just give the kid the opportunity to try the product in action, believe me, if they like it, a rare parent will resist the child's request. Within reason, of course. Attracting customers through children is the hallmark of Mc'Donalds. Remember how kids love these restaurants. Precisely because toys in sets with food are waiting for him here, as well as free "lures" in the form of coloring pages or bright erasers. Spend weekends in your store, for example, giving away free balloons and children will be happy to drag their parents to you.

If we consider buyers as a whole, then it is worth considering that not everyone is ready and open to communication. Our market is still under development in the service sector. But can we let the seller decide on his own: who should be approached, and who is certainly better to look at everything himself? Believe me, in this case, employees will stop approaching customers at all. Therefore, it is necessary to establish a standard by which we greet each customer and approach each one. It is important to follow a few rules here. Firstly, in order to greet each customer, it is better to organize a “watch” in the entrance area of the store. After the buyer has been greeted, give him the opportunity to look around the trading floor. Teach employees to recognize the signs that indicate the buyer's readiness to establish contact. He can stop and look at a certain group of goods or take some goods from the shelf. The buyer can look around and look for staff or even gesture. If this does not happen, take a break of 2-3 minutes and start establishing contact. There are 5 main ways to establish contact:

one). The seller may greet the buyer and introduce himself, informing him of his intention to be at the buyer's service.

2). Start a conversation with information about the product that the buyer has picked up, for example, talk about its characteristics. It is possible to inform the buyer about promotions taking place in the store or about the updated assortment.

3). Invite the buyer to get a hard-to-reach product located on the top shelf or in a closed display case. Offer to choose the right size and so on.

four). Start a conversation about the weather or about the trends of the current season (remember how we started a conversation with a girl). The only caveat is that this method is "for advanced users."

5). Ask the buyer a question.

I will dwell a little more on the last method of establishing contact. Try to create a taboo for your salespeople on the two forbidden questions: “Can I help you with something?” and “can I tell you something?”. In our country, these questions can only cause negative. This is due to our negligent colleagues, who, due to addiction to an aggressive way of selling, have destroyed the very possibility of asking these questions. I think, remembering your experience as a buyer, you will answer the question of which stores helped kill these phrases.

Questions to the buyer can be divided into three types: closed, open or alternative. Each of them can work great.

Closed (this question can be answered "Yes" or "No"):

Is it your first time in our store?

Are you looking for something specific?

Open (the answer will be different from "Yes" or "No"):

What brand do you prefer?

Which glasses model are you interested in?

Alternative question:

Are you choosing for yourself or as a gift?

Are you interested in decorative or selective cosmetics?

Give the sellers the opportunity to come up with questions, create a "brainstorm" on this topic. Let each of them choose the question that he will like and will not cause a feeling of obsession.

Customers may feel uncomfortable if employees gather in groups and actively discuss what is currently on in cinemas, for example. If employees allow themselves evaluating scanning glances. If the seller answers the buyer's question "with a favor." Believe me, now buyers have the opportunity to choose where they spend their time. High level service is perhaps one of the key competitive advantages.

You should also not use a lot of specific definitions during the presentation of the product, do not put the buyer in an uncomfortable position with his ignorance. You don’t need to immediately offer an expensive product, start with an option at an average price. The price is usually the most common cause doubts or objections of the buyer in the completion of the transaction. But not all buyers are ready to admit that it is expensive for them. If the buyer asks to see something else, most often this means that he is confused by the price. Offer something similar, but at a lower cost. Check if he likes this model? What confuses him? Determine the cause of the doubt, perhaps it just needs a different set of features. Do not ask the buyer in the forehead how much he is willing to spend. The only exception is if he picks up a gift.

But now the buyer is already moving to the checkout. It would seem that the seller did his job and then the line behind the cashier. It wasn't there. Train your salespeople in post-sales work. I don’t even mean calling the buyer a couple of weeks later and asking how he likes the new thing. I mean an elementary compliment when the deal is done. It is at this point that the buyer can eliminate possible bias and aim to sell anyway. Compliment his choice, his taste, but not the product. The buyer needs confirmation of the correctness of his choice. Give him this opportunity.

Stages of work with the buyer is perhaps the most basic and most responsible task of the seller. Remember that this process, the process of training employees, must be constant, in this case it will bring the expected results. Don't forget to review service situations with the guys every day at the morning meeting.

I am sure that you will succeed!

We learn the rules of trade and effective communication with clients from grandmothers - they already know how to find the right approach to people.

Pavel Rassokhin, Sales Business Trainer, tells what should be in common between talkative old ladies and professional salespeople. Clone army. These are the associations that a host of sellers evokes in me. in perfect different corners countries, literally from the threshold of starting: "Hello, how can I help you." It got to the point that in the Adidas branded boutique they greeted me 5 times! The feeling that I got to someone else's friendly party, where for some reason I don't know anyone, and didn't come for a tracksuit.

In short, there is an obvious problem - the inability of sellers to establish contact on the trading floor. Why is this difficult to do? Personally, I know three factors that complicate this ingenuous, in general, process and cause buyers to fear the seller.

First factor- the buyer is afraid that now they will jump up to him and start selling and pushing something (in my opinion, we owe this to market trade, which has flourished over the past couple of decades). Or that the seller will now devote time to him, spend energy on him, and in return he will simply be obliged to buy something.

This is the second factor, and in psychology it is called the principle of social exchange. It is thanks to him that we, bringing souvenirs from our holidays to our friends, count on gifts in return and are indignant when this does not happen. When establishing contact on the trading floor, the principle of social exchange works against the seller.

Third factor, the weakest, - in any new territory a person feels uncomfortable. Nothing can be done, this is a vestige of biological evolution (hello to our distant ancestors). These factors together determine the buyer's defensive behavior. As a result, he either avoids the seller ( "Thanks, I don't need anything" sometimes just leaves the store), or begins to attack (aggressive tone, sarcasm, phrases "Help with money", "Hold the bag"). Now that we have sorted out the fears of the buyer crossing the threshold of the store, it becomes clear that an attempt to immediately establish contact with him, as well as archipopular phrases like "What can I tell you" and "Are you interested in something specific?" these fears only increase. Accordingly, the primary tasks of the seller are to reduce these fears and talk the buyer. How to do it?

With the help of Babushka. To begin with, let's take a closer look at the unsurpassed aces in starting a conversation - our "post-Soviet" grandmothers. How do they do it? Let's watch them in their places mass gathering such as in public transport. Grandmother, passionately wanting to talk, having become accustomed a little and assessing the prospects of her immediate environment from the point of view of possible communication, throws out some phrase, while not addressing anyone.

Attention: the information in this phrase should be on the topic of the day, otherwise nothing will work. Everything fits: education of modern youth, high prices, low pensions, etc. If someone responded with some comments, then the deed is done, the conversation started. If no one answered, the grandmother, after a pause, says something else. As a rule, having made two or three attempts and not getting the desired response, the grandmother becomes offendedly silent and goes on - either to her stop, or until a change in her immediate environment, when she can resume her attempts.

Experience has shown that the use of this technique in a modified version gives fantastic results in establishing contact in retail sales. It works 80-90 times out of a hundred! The technology of its application is as follows. Let's start with the customer meeting. Many stores have a standard that requires vendors to greet customers as they enter. Personally, I have a very ambiguous attitude towards him. It seems to me that he does not give everywhere desired effect, rather the opposite (I do not take into account stores selling premium goods or with an established circle of buyers). However, if such a standard exists, let's say hello properly, i.e. without prejudice to subsequent conversation. First, it is advisable to greet the buyer once and one seller— at the entrance to the trading floor, and do it better than that who is closer to the entrance. When greeting, eye contact, a slight smile (sometimes called an eye smile), a slight nod of the head. Greetings should show that the buyer is welcome. At the same time, it is highly desirable that the seller takes a step back or to the side, thereby making it clear that he is not going to jump to the buyer on the move! This is very important nuance. If the seller is sitting at the table, you should not jump up and go out immediately to the trading floor - this only increases the "fear of the seller", although I suspect that this is contrary to the corporate standards of many retail companies. If for some reason the seller did not have time to say hello, it's okay - believe me, he will survive it. And please, do not greet the side or back of the buyer! Secondly, it is necessary to give the buyer the opportunity to get comfortable in a new territory for him. Depending on the area of the store, this can take from several seconds to several minutes (in each separate case this is determined empirically and fixed by the standard: during such and such a time, the seller must begin communication with the buyer). At this time, you should not follow the shadow of the buyer. If the possibility of theft remains in the store, it is better to take a position that is convenient for viewing and, observing the buyer with peripheral vision, correct the price tags, brush off non-existent dust. In other words, create the appearance of activity. And now (solemn drumroll) - the exit of the seller. More precisely, his approach to the buyer.

When is the best time to do this? Option two: when the buyer begins to carefully consider something or when the standard time allotted for adaptation on the trading floor ends. What is the best way to do it? You need to get up from the buyer at a distance of 1-1.5 m to the side and slightly behind him (so that he can see you with peripheral vision) and start voicing the buyer's look. Remember grandmothers? They succeed only if the phrases have a topical focus. Therefore, the phrases of the seller about the product should be of interest! For example: "This color is very trendy right now." "This door has a special coating..."(and be silent, let the buyer ask which one). "This model has an extended warranty." "This teapot is a bestseller." Recommendation: the best impromptu is homemade, so the phrases must be prepared and learned in advance.

And it is also important to be ready at any moment to continue your thought. For example, if a buyer asks why this kettle is most often taken, he needs to quickly and briefly answer (it has an extended service life, a well-known manufacturer and at the same time the best price). The seller said one phrase, then paused for 2-3 seconds. All this time you need to look at the product, not at the buyer! If the buyer did not respond, you need to say one more phrase, pause again and another phrase. After the third phrase, you need to reduce the distance to the client by a step and look into his eyes without a pause to ask a question from which the identification of needs will begin.

Question options depend on the range, for example: "Do you choose for yourself or as a gift? Where do you choose: a private house or an apartment? (options: home or office, living room or bedroom, etc.). Maybe you are interested in something specific? Are you interested in upholstered furniture or cabinet furniture? At this stage, the word "buy" and derivatives from him to use is highly discouraged so that the buyer does not feel obligated to do so. Very often, the buyer starts asking questions after the first phrase of the seller (or after the second). In this case, it is necessary to briefly answer it and ask your question, thereby retaining control of the conversation and starting to identify needs. Voila! What nuances should you pay attention to? The basic state of the majority of shoppers in the store can be characterized by the word "indecision". Therefore, they need to be pushed a little, to lead.

Use of alternative questions, no pause between the third phrase and the question- all this is subordinated to this very goal. And one more important point: the buyer may not be at all interested in the product near which the seller began to communicate with him, so it is not necessary to immediately start presenting it. I wish you all good luck with your sales.

Instruction

When meeting with the seller, the first thing to do is to say hello to him. Moreover, it is highly desirable that the greeting be light and uncomplicated, and also accompanied by a nice pleasant one. After all, as you know, it is the greeting that is the visiting card of the seller and one of the instruments of location for the buyer.

After establishing initial contact with the buyer, the seller must immediately ask the visitor outlet Question: What are you interested in? (or “How can I help you?”). In the event that the buyer himself approached the seller, the words following the greeting should be “I am listening to you.”

If a potential buyer asked the seller for help at a time when he was serving another client, he should apologize and ask the questioner to wait or contact another specialist (if possible). But in the situation that has developed in this way, the seller should never say: “Don’t you see that I’m busy,” and even more so blame, raise your voice or shout at an interested store visitor. Thus, you will not only violate the norms of professional ethics, but also put yourself in an awkward and disadvantageous position.

As soon as you are free, immediately approach the person waiting for you. buyer, apologize again and say that you are ready to give detailed answers to all his questions.

With the buyer, the seller must be as sincere and truthful as possible. You should not mislead the client and lie to him, for example, embellishing this or that product, because any lie will be revealed sooner or later. As a rule, the seller is given out by his own manners, behavior and intonation of communication. In addition, the seller should in no case hide his lack of interest and ignore his obligations to a potential buyer. In this case, we are talking about such sellers who make all kinds of concessions and in order to quickly sell the goods and not spend a lot of time on one client. Such an attitude will not only disrupt contact with visitors to the outlet, but also change trust relationship to you, both from the side of the buyer, and from the side of the authorities.

The successful sale of goods depends on how skillfully the seller convinces buyer that this particular product will satisfy his needs. Working with clients requires flexibility of mind, sociability, quick wits. If you know how to find an approach, choose a behavior model and the right words then your personal sales increase. There is professional secrets who should know good seller.

You will need

Working in personal selling
Buyers

Instruction

Enter into trust
The seller and the client enter into verbal communication during the sale process. In order for a person to be willing to communicate, arrange him for yourself: politely greet, the buyer should feel welcome; listen to him, try to understand his requests. To reduce the time spent on the purchase, you must know the assortment well and be able to talk about the functions and advantages of the goods. Get used to several buyers at the same time. Nobody should feel left out. Be creative so that the buyer purchases the goods from you, look for options that will suit him.
Your attitude matters. Give yourself a mindset: solve the problem buyer. After all, the buyer does not acquire a thing because of itself, but a solution to his problem! Take into account the state of the client at the time of his request for the product, this will help you develop a behavior model. Also, priorities are important. buyer: ignoring them, you risk offending him. So, if he asks about the price, then answer this question.

Pass on your confidence
The voice and character of speech in communication with the client is important. No need to mumble and cut off. Speak confidently, in a calm tone, building your speech competently. Intercept the manner of the interlocutor, adjust to his pace of speech. Don't be prim, smile sometimes. You must inspire optimism and convey to the buyer your confidence in the quality of the product. Ask questions that highlight a wide range of offers, then narrow down the questions to clearly define the client's interests and what information is required from you.
Naturally, the client will doubt when buying, because he must spend his money on it. Be grateful to the client if he hesitates, objects and asks questions. So you have a reason to discuss with him all the pros and cons and convince him to make a purchase. It is worse when the buyer is silent and does not give you this reason.

Collection of information
If you sell goods not in, but visit buyer at home or, you have the opportunity to collect information about him and your competitors. Each buyer is individual. It is more difficult to work with women than with men, as they take longer to analyze, compare, and make a choice. K needs a different approach than to or housewives. Study the interests, standards, norms of behavior of the group to which the buyer belongs.
In the course of communication, the buyer may mention your competitors, ask him questions: there may not be another chance to get this information. Find out what the client did not like there, so as not to repeat the mistakes of others; maybe, on the contrary, your company has weak spots. Remember this, but rather write it down.
While at home or at work buyer, try to see him simply as a person: what is valuable to him, what objects or photos are on his desk, what he wears, what he reads, what he enjoys. Think about it, you also like it when people pay attention to you.

The end is the crown
If at the end of the conversation you still feel insecure about the client, don't leave an open ending: "Think about it some more", "I'll leave you a catalog", "I'll call you back later"... You give competitors a chance. Close the gaps: return to the incomprehensible ones, ask additional questions, once again focus the client's attention on the merits of your offer. And never give up! Even if this time it didn’t work out, after a while again make an offer: circumstances change, and your buyer may be in a different mood, his wishes, financial situation will change - and everything will work out.

A little preface to a good book

About the book

about the author

Harry J. Friedman, retail consultant, teacher, lecturer and writer

Foreword

Start of sale

People's behavior is based on their reaction

Negative reaction from the start

The first task at the beginning of the sale is overcome resistance

Establish personal relationships not a seller-buyer relationship

Techniques used in the beginning

Commodity approach is inefficient and primitive

First steps

Starting a sale is both a non-verbal and verbal process.

Violation of buyer's privacy

"Passage with a U-turn" 180 degrees

little workout

around and around

Get to the point: transition

"Distraction Maneuver"

Retreat

A playful detour

When the customer talks

Your comments must be personal.

If you don't know what to do

A hundred of your own tricks

Working with two customers at the same time

Verbal contact

How do you start?

Important Thoughts and Key Techniques

Stage one - establishing contact

Stage two - recognition of needs

Stage three - product presentation

Stage four - questions and objections

Stage five - closing the deal

Mistake #1: Not Listening

Mistake Two - Ignore the Buyer's Point of View

Mistake three - to convince, not to explain

Mistake #4: Underestimating the Buyer's Intelligence

Active offer of additional services

Client base

New on site

Most popular

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Harry J. Friedman,
retail consultant,
teacher, lecturer and writer

The first task at the beginning of the sale is
overcome resistance

Establish personal relationships
not a seller-buyer relationship