What can be cooked from squid: quick and tasty

According to renowned business coach and sales theorist Jill Konrath, the most prominent differentiator in B2B is the role of the salesperson. Given the popularity of some products and services, the offers of most companies are not very different from each other. But even looking at the same offers, customers always hope to have a unique experience.

In this regard, B2B entrepreneurs have almost limitless control over metrics and results. When faced with setbacks, they try to make their product more customer-centric.

Whatever niche in business you occupy, there are several axioms that you should adhere to in order to sell even more to almost anyone.

1. Focus on your customers

Do you have friends who constantly talk about themselves? Agree, sometimes they are simply unbearable. Too frequent mentions of the brand and offers, buyers react in the same way. You think this information is informative and important, but customers perceive it differently.

The basic rule of sales is complete customer focus. Each letter, any content should be created with the buyer in mind. Constantly ask yourself: "Why is it beneficial for the client?" and improve engagement with your target audience.

The basics of a customer-focused offer are the same for all types of services and products:

in a clear and short form, convey the value of yours to the target audience;
Explain the key differences between your product and competitors' analogues;
tell us about the benefits of the buyer;
describe the main needs and problems of your target audience and emphasize that your offer is an ideal solution to such problems;
avoid the use of superlatives: "the best", "world-class product", etc .;
use publicly understandable vocabulary to make the essence of your offer clear for all segments of the target audience;
Speak the language of your potential clients, avoiding complex business language and pronouns "we", "our" and "me".

An example of following all of the above rules is any landing page from the Template Gallery - if you don't know where to start, you can take it as a basis and supplement it with the necessary sections and content:

2. Do some background research

Do you want your visitors to take the time to study your proposal? Then you first have to spend time on visitors. Social networks let you find a lot useful information about customer values and habits, and you should definitely analyze this data before starting any communication with the customer (cold calls, emails, etc.).

In fact, it is not difficult and extremely useful to find out additional information about the lead who left the application before the call. Depending on the sales cycle, it can take 5-10 minutes to study one potential client.

Here are some sources that will help you during your research:

1. LinkedIn
2. Twitter (customer and company account)
3. Company press release page
4. Competitor's press release page
5. Blogs
6. Google (client and company)
7. Facebook
8. VKontakte

By the way, all requests from your landing pages created in are sent to your CRM in your personal account, located in the "Leads" section. By default, notifications about new leads are received to your registration email, but you can change it at any time or you can even set up receiving information via SMS.

3. Identify your buyer

Sales success is largely dependent on the product's relevance to the target market. Taking the time to identify your “ideal customer” and categorize leads will surely increase your sales.

A marketing strategy without relying on the Buyer Persona creates additional pressure on your sales managers: without a clear image of the client in front of their eyes, they cannot competently conduct a deal (and even more so close it), as well as explain to the user why your product will relieve him of "Pain". Even the best sellers can miss out on buyers because of this.

4. Help first, then sell

Once you've identified your target audience, don't immediately try to convince them that your offering is flawless. Remember, customers don't know anything about the product yet.

Try not to rush things - you risk anger or frighten off potential buyers. Offer them support instead. You can provide them with access to useful content or recommend a solution to some obsessive problem. By positioning yourself in this way, you will be able to find a more receptive audience and demonstrate your offer in the most favorable light.

In marketing, this kind of useful content that promotes lead generation is called a lead magnet. This is the incentive that encourages your landing page visitors to leave you their email address in exchange for something they need: a manual, a tutorial, or a discount code.

This is how it might look (pattern from):

5. Learn to ask and listen

Even the most thorough research will not let you know everything about customers. To solve a problem, you first need to figure out what it is, so ask as many questions as possible when talking to customers.

Here's a witty example from sales coach Rick Roberge:

1. How did it happen?
2. Has it always been like this?
3. Where is the solution to this problem?
4. And how are you doing?

Show interest. A prepared list of questions will serve as a starting point for you, but if the conversation with the client takes an unexpected turn, you will have to improvise. People love to talk about themselves and their problems, so they will respond positively to your curiosity.

After asking a customer a question, just be silent and listen. Try to listen to his every word in order to understand the situation as best as possible. By showing your customer that you are genuinely interested, you will increase your chances of a successful completion of the transaction.

6. Be mindful of psychological quirks

Our brain reacts to certain circumstances in strange ways, and you can use such psychological tricks to benefit your business.

Here are just a few of these quirks.

Sales is one of the controversial professions in the world. They can be dealt with as people with higher education, and without it. Sellers are not born, they are made. Let's figure out how to learn how to sell as efficiently as possible.

How to properly learn to sell any product

Selling is pretty easy to learn if you have the right qualities and learn new material easily.

The ideal salesperson should understand the line between helpfulness and dignity. Customers need to please, not "creep" in front of them. For this, a greeting, a polite smile and an even tone are enough.

Don't be afraid of failure. Even the world's coolest baseball players miss 8 out of 10 attempts. In sales, these statistics are even worse.

The seller must be confident in the quality of the goods. To do this, it is better to study it completely and be ready to answer any questions. Moreover, it is possible to sell correctly using the disadvantages of the product. This is what James Young, manager of J. Walter Thompson, did in 1941. The company received a shipment of apples with black dots. He sent them all to clients with a note stating that the fruits were grown in ecological conditions, and the black dots are a sign of quality.

To sell successfully, it is important to stand out from the crowd. When there were so many product catalogs that they no longer fit on the shelf, customers stopped studying them. They just took the catalog from above. Noticing this feature, 3Suisses simply reduced the size of the catalog. Sellers were forced to lay it on top. This move dramatically increased the company's profits.

10 rules for successful sales (in-store)

Trading has always been a popular way to make money. However, success in this area is achieved only by those who know the secrets of sales and are able to sell with their help. Let's consider them in more detail.

Greetings

Imagine you want to listen to new hits on the radio. But, having turned on the device, we got on a wave with boring songs. What will you do? Turn off the device. The same thing happens with the client. With a boring greeting, he just doesn't want to buy anything.

Clients should be greeted with a smile and a benevolent tone of voice. As a sign of respect, the employee must turn his body to the buyer. From the first seconds of communication, the visitor should feel comfort and attention. The purpose of the first contact is to generate interest and trust in the client. The buyer should see the agent as an expert who is ready to help solve the problem.

The seller must be able to listen to the client, understand his fears and problems. Only then can he understand what products to present. To identify a need, you should ask leading questions.

Closed-ended questions require a short yes or no answer. They should not be asked in the initial and final stages of a conversation.

Experienced buyers build their offers so that the client only gives a positive answer:

"Nobody wants to pay more, right?"
"Therefore, when buying a smartphone, it is important to choose a favorable tariff, do you agree?"

A normal person will answer yes to questions. This will provide an opportunity to talk about tariffs.

Open-ended questions provide a detailed answer:

Which phone do you like?
Why this particular model?
What is important to you in choosing a model?
What price limits are we talking about?

The responses contain the buyer's motivation and priorities.

Offer

Once you've identified the customer's needs, learn how to offer them a couple of products to choose from. You should start with the most expensive option. There is no need to wait until the client chooses a product on his own. The seller's task is to promote the most interesting offers at the price. To achieve the result, you should name the properties and describe the benefits of each of the proposed options. If the client does not immediately agree, you should ask a clarifying question and offer another suitable option.

The presence of a stock for a certain position will only increase the attractiveness of the product. Offer them right away at the greeting and during the presentation, but do it briefly. If a person is interested in a special offer, only then should they talk about the conditions.

Demonstration or presentation of goods

The client buys not the product, but the seller's ability to interest. Therefore, you should be well prepared for the presentation of products. It is necessary to demonstrate the phone at work, focusing on its strongest points. Show a high zoom when shooting a store salon, listen to music from high-quality speakers or turn on a photo editor. It is necessary to demonstrate in the work the strongest points of the product that will meet the needs of the client. During the presentation, you should conduct a dialogue with the buyer in order to understand whether you are moving in the right direction.

Handing over

Demonstration of the product will attract attention and arouse the desire to buy the product only for visuals, a story about the characteristics - for audials. Kinesthetics should be allowed to hold the phone in their hands. This will allow the client to present himself as the owner of the equipment. If the client has additional questions while examining the device. Then the seller must promptly answer them. Such people perceive the world around them through the organs of touch and smell. They do not know how to hide emotions. If they like the device, they will want to buy it. In general, any person wants to feel comfortable and strives for this with all his might. However, for kinesthetics, this need is a powerful incentive to take action, and in this case, to buy a new phone.

Offer related services, accessories

An interesting case, protective glass and fashionable headphones will only increase the pleasure of using the product. If a person does not buy them from you, then he will purchase accessories in another store. Offer related things should be unobtrusive and out of necessity. To do this, you need to know not only the range of products, but also the compatibility of the smartphone with the headset.

Software installation and configuration should be promoted in the same way as the phone itself. That is, first identify the need, then talk about the characteristics and benefits. A wealthy person may well be attracted by saving a few hours of time to install programs for managing a smartphone.

Buying lead

When a person familiarized himself with all the characteristics of the device, saw it in operation and even tested it, he is ready to make a decision. In this case, you can apply the "Socratic method of three" yes ".

Having answered yes three times, the client will give a similar answer to the fourth question.

Are you ready to buy this phone?
Would you like to purchase a stock item?
How would you like to pay?
Making a deal?

A person can make a purchase decision, but do not have enough funds with them. In this case, you should clarify the timing of the transaction and talk about the payment options. Today, shops, in addition to cash and non-cash payments, also offer to arrange a loan or installment plan. The terms of use of the last two products should be discussed in more detail or the person should be referred to a credit counselor.

Checkout

After the client has agreed to the purchase, the process of registration of the transaction begins. The first step is to issue an invoice. If the client plans to pay with his own funds, then he is sent to the cashier. If the client wants to get an installment plan or a loan, then he is referred to a credit consultant. Bye process is underway payment and / or approval of the application by the bank, the goods are prepared for release: programs are installed, the equipment is checked for operation. The client himself must make sure of the quality of the selected product model: scroll through the phone screen, insert a SIM card, make a call to relatives, etc.

Completion of purchase

After product testing and paperwork, the product and all accessories are packed in the original box. The set of obligatory documents includes: a check, a waybill, a loan agreement, a warranty card for equipment, a business card of a store.

If the buyer is not satisfied with the quality of the purchased product, he has the right to return it within the first 14 days from the date of purchase. The countdown starts from the date indicated on the check. The store accepts the goods if there is original packaging. Therefore, even if you bought a phone and intend to start using it right away, it is worth picking up the box from the device.

Farewell to the client

After completing the transaction, say goodbye to the client and wish him a good day. It depends on the correctness of the final stage whether the client will return to the store for a new purchase, whether he will recommend the outlet to his friends.

The following phrases should be used to complete the transaction with the client:

“Congratulations on your successful purchase! In the near future, we are expected to update the assortment. We invite you to the presentation! "
"All the best! We are waiting for your visit!"
"Goodbye! Have a nice day."

These phrases should be pronounced kindly. If the customer is positively impressed, they will return to the store for a new purchase.

Buyer psychology or how to learn to sell

Every person in life acts simultaneously as a seller of his knowledge and experience, and a consumer of various goods. As it shows, the most demanding buyer is the seller of a particular product.

You can sell absolutely any thing

The secret to successful sales lies in determining the buyer's motivation. A person pays not for a thing, but for a result. There can be many motivations to buy, but only one will dominate:

desire to get rid of discomfort;
desire to get pleasant sensations.

Let's see how these two motivations work by example. The client applies to the travel agency for a voucher. With the help of leading questions, the manager tries to determine the need. In the first case, a person will want to go on vacation to get tanned and meet new people, and in the second - to take a break from work. The manager's task is to correctly determine this motivation.

Most often, the buyer does not know what he wants to buy.

Sales analysis uses the marketing funnel principle. Its peak is the target audience, people who still cannot make a choice. The middle layer is potential customers who actively collect information on how to solve their problems. The base of the pyramid is the buyer who has clearly decided on the choice. The target audience visits the store most often. There are only a few customers who purposefully came for one product. Unless it's about buying food. How quickly the client turns into a buyer depends on the quality of the manager's work.

If a person left without a purchase, then it is the seller's fault.

The likelihood that a person will enter a large supermarket and be left without a purchase is practically zero. Who refuses to buy a pill with a bouquet, thanks to which the flowers will stay in the vase longer than usual? Or an adapter for connecting a keyboard to a new gadget? For the same reason, cashiers are left only with the most popular goods that all customers may need (cigarettes, lighters, batteries). Customers are offended if they are trying not to sell, but to sell the goods. This is a situation in which a person buys food and is offered a toilet brush at a discount.

They buy not a product, but your ability to sell

The following tips from Jill Konrath will help managers in any industry learn how to sell and increase conversions:

Concentrate on the customer. When sending a new letter or publishing a promotion, give an answer to the question: "How is this beneficial for the buyer?"
Study your customers. You can quickly get information about a lead, his habits and values from social networks.
A clear definition of the target audience minimizes the number of bad leads.
Help the person solve his problem and he will buy anything from you.
Each presentation must capture the emotions of the buyer. It can be one or two sensations, but they must be strong.

How to quickly sell a product on the Internet

Online business is one of the most attractive types of activity, but here, too, the question often arises: how to learn how to sell goods or services on the Internet?

To achieve success here, you must:

Take a niche with minimal demand. You won't be able to make big money on a well-studied product, and you will have to look for buyers for a unique product for a long time.
Organize management correctly. If at the first stages the entrepreneur can independently supervise all issues, then with the growth of sales, you need to learn how to delegate authority. Documentation, calling customers and delivering goods should be handled by different people.
Create your own website. For quick sales of one product, you can use a one-page page. To demonstrate a wide range of products, you will have to develop a multi-page resource with a detailed catalog.
Think over distribution channels. In the early stages, you can use message boards. With the increase in business, apply contextual advertising and coupons.

The food trade dictates tough conditions. High competition, focus on the low-income consumer requires strict price control. The financial burden is increasing due to fluctuations in the ruble exchange rate and the need to constantly keep mass consumption products in the assortment.

Layout

How to showcase products in a shop window?

Visually, so that the buyer can watch the products.
Systemically: products of one group must be laid out in one place.
Compatible. You cannot combine dry and wet products in one showcase. Products that absorb odors should be kept away from spices and baked goods. You should also take into account the aesthetic design of the hall.
In sufficient quantity. The product must be displayed in full assortment for each item. The latter are determined based on the current demand, display area and current promotions.

How to propose correctly

Prepare a product range. If you are selling unique or high quality products, such as vegetables from your own garden, put them up for sale and let the client know about it.
Products should be placed under the lid. Otherwise, it will lose its commercial appearance, and with it its value.
Each position must have a price tag and information about the current promotion.
New positions can be offered to clients for testing.
Wholesale prices can be set for goods that are nearing the end of their shelf life. Expired items should be removed from the counter immediately. The sale of such goods may result in administrative liability.

When can you bargain

Bargaining should be done when a potential buyer is stopped only by the cost of the product. This must be done correctly:

Offer a lower price first. The client will already start from it, choosing a more profitable option.
Decide how much you yourself are willing to pay for your products, starting from your own concept of value, and not from the price in the price list.
Introduce a third party (friend or wife) into the deal, on whom the result of the bidding depends. He may pretend to rush to the meeting, forcing the buyer to accept your price.
Be prepared for a lengthy price discussion and do not succumb to the violent emotions of the buyer.
Pause before accepting your opponent's offer. This will make him feel uncomfortable and make a better offer.

Shoes and clothes are things that everyone has. To learn how to sell them correctly, you should know the assortment well and take a responsible attitude to business.

The seller must be friendly

Buyers should be greeted with a smile, a short greeting. Do this unobtrusively, standing with your body turned to the client. It is not worth approaching a person closer than at arm's length. This is considered an invasion of privacy. The client can shorten the distance himself due to vision or hearing problems. In this case, do not move far away.

The purpose of this stage is to generate interest and trust in the agent. The client will not share his problems in an uncomfortable environment. The outcome of the transaction, the impression of the work of the store as a whole, largely depends on the first contact with a person.

Know the assortment, prices and sizes

The customer comes to the store to solve his problem. To help him in this matter, become an expert. Not just showing shoes, giving information about them, what material did you make, for what season is it intended? If the first pair of shoes didn't fit, suggest another option.

Over time, you will learn to recognize customers who have made a choice and potential buyers. To clearly define the need, you need to ask clarifying questions. The goal of the seller is to satisfy every visitor of the store with a smile, greeting, and unobtrusive communication.

Presentable products

To sell shoes and clothes, you need to have classic models in all sizes in assortment. You also need to find a supplier to buy goods at wholesale prices. Without such investments, it will not be possible to quickly sell the goods. It doesn't matter if they were purchased from a distributor or sewn in a workshop, all items must be presentable. If it is not possible to rent large trading platforms on your own, team up with a large distributor. The shabby appearance of the product greatly reduces its cost. Such products will have to be sold through promotions and special offers. And it is not a fact that it will be possible to sell all the leftovers.

Assistance in selection, fitting

Give the customer the opportunity to try on the first pair of shoes they like. This way you can make sure the size is right for him. The latter may vary depending on the firm and brand. If the chosen model is a small size, you should immediately bring another pair one size smaller.

Offer similar products. Let's say a client is looking for nude shoes with a small heel. He pointed to the chosen model and asked for a second pair. While you are looking for a shoe, take a few similar ones from the warehouse. It is not always possible to display all models on the counter. In addition, shoes of the same brand and size may differ in length and width. He can choose the optimal pair from those offered.

Small pertinent comments - compliments

When presenting a thing, refer to celebrities. People give in to persuasion. If a person finds out that a similar pair is worn by Kim Kardashian or Kobe Brian, he will be interested in the product.

If the buyer wants to emphasize his individuality, then the mention of big names can have the opposite effect. In such cases, it is better to give small but believable compliments. The emphasis should be on how the shoe itself looks if the buyer chooses from several models. The second option is to focus on style if the buyer chooses, for example, Nike sneakers.

A little story about quality, company, brand

Tell us about the quality, style and price of products, offer a system of discounts. This will generate interest in a particular model. This can be done not only in person, but also through the mobile application and sending messages in instant messengers. If you have a website, set aside a separate page for writing a summary of the company and brand. Do not describe the entire history since the organization of the company. It is enough to provide brief information about the most significant results of the work.

If you know other effective sales tips, share them in the comments.

It is impossible to learn to ride a bike by reading a book, just as it is impossible to learn to sell by reading books and articles. Everything written below is nothing compared to practice. The more you interact with people, the stronger you are as a salesperson.

One way or another, all people are involved in the trading process. At the same time, everyone has their own role, but if you have to participate in some process, you should probably understand its laws and mechanisms. The question is: how to learn to sell? Not everyone is asked. Although, knowing and understanding the technique of sales, you can achieve much more in life. After all, any person has to be in the role of a seller. This article is on the topic of how to learn to sell? And why is it needed.

Why learn to sell?

There is a saying "a real man should: build a house, plant a tree, raise a son." I think most people will agree with this, but have all of those who agreed achieved these goals? Most likely not, the question is, why didn't this happen? Why do people often fail to achieve what they want and what needs to be achieved. There are actually a lot of reasons, but I would like to highlight one of the most, in my opinion, important - people do not strive to develop themselves comprehensively. By comprehensive self-development, I mean - an independent search for knowledge, skills and abilities that can be useful in Everyday life.

Very often, having achieved knowledge in one area, a person ceases to develop further. I have often heard the opinion from highly qualified specialists in their field that they do not need other knowledge. But there are skills that will be useful to everyone, for example, the ability to sell. The ability to sell does not mean standing in the market at the counter. The ability to sell is an understanding of human needs, ways of identifying them and building a dialogue with a person based on his needs. Any seller must first.

Learning the theory of sales

In order to fully learn how to sell, you need to master a number of theoretical materials. They will give an understanding of the laws by which sales live. First of all, you should study - this is the basis of any sale, a kind of trading rules that can be violated, but then this process is not called a sale, but or informing. Both are aimed at selling, but do not fit the definition of sales.

In studying the stages of sales, you need, first of all, to understand. This stage of sales is of the utmost importance in understanding the sales process. I recommend reading about and finding out what it is. At first glance, everything seems simple and understandable, but try to understand what the needs of your family and friends are by talking with them for a few minutes. Then practice with strangers. This training will help you apply your sales skills to stressful situations, for example, in an interview or when talking with a boss.

It should be remembered that a good salesperson speaks only 20% of the dialogue, the rest of the time he listens to the client. But do not forget about such stages of sales as:, and. In order to effectively use these stages, you need not only to study the theory of sales, but also to do serious work on yourself.

From theory to practice

In sales, this is, first of all, communication, and in any communication, not so much words are important as emotions. The better the salesperson is able to convey emotions to the client, the higher his performance. On the one hand, it seems to be quite difficult how to manage your emotions so that a customer buys a product from you. First you need to figure out how human communication works. Accept that people use 3 tools to convey thoughts and emotions when communicating:

Verbal - words are their quantitative and qualitative expression.
Non-verbal - body language, can be conditionally divided into facial expressions and gestures.
Paraverbal - intonation, timbre and tempo of the voice.

The seller must skillfully use all means of communication. Scientists have found that the distribution of transmitted information between people is approximately the following: verbal - 7%, paraverbal - 38%, non-verbal communication - 55%. And if we are taught to develop verbal communication from childhood, then we will most likely need to work with the rest.

Verbal communication

This is the ability to correctly build sentences and formulate your thoughts. Most people are good at this. For sellers, trade organizations create so-called. They literally spell out what the seller should say to the client and at what stage.

Non-verbal communication

Non-verbal communication is given to someone by nature, but most need to work on this skill. The fact is that the unconscious part of the mind is responsible for, and we take many poses instinctively. Most of the teachings of the so-called NLP are based on this, by the way, it is also actively used. Remember that each word has its own weight, but the more words you say, the less the weight of each individual word. Therefore, the seller should not shake the air at the post, your every phrase should pursue the goal - to sell. All words that are not aimed at this are better not to pronounce.

The seller - must be confident and open to communication, so it is wrong to take the so-called "closed poses" and look at the floor. On the contrary, it is important to smile, look into the eyes, keep your palms in sight. Facial expressions play a very important role in non-verbal communication, up to 80% of non-verbal information is transmitted using facial expressions.

Paraverbalica

The art of voice control. How well the interlocutor will perceive what you say depends on the chosen intonation, volume and timbre. In order to learn how to speak correctly, you need to read more often with expression, this is very develops. Also look at how great orators speak: politicians and TV presenters. How much by voice they convey the mood to their listeners.

Preparation

A very important stage of sales, which is very often forgotten, is preparation for the sale. Preparation includes: emotional preparation, collecting the necessary information about the client and the product, thinking through patterns of behavior.

Emotional mood for sale

The seller must feel like a winner, he must be confident and. People don't like losers, everyone wants to communicate with successful people, and the seller must be tuned in exactly to such a communication with the client. Unfortunately, there are situations in life when it is very difficult to be positive and if you see that you cannot tune in to a sale, then it is better not to try. But remember that it is the ability to tune oneself that distinguishes a strong person.

Collect customer information

The initial collection of customer information increases the sales performance at times. If you want to learn how to sell, learn how to gather information. Before communicating, you must understand who your client is? What can you offer him? What benefits do you need to push and what arguments to use? This information very important when working in, but also in the mass market, one should not neglect the collection of information.

Improve the quality of your work

In quality management there is a so-called, this cycle is aimed at continuous improvement of the results of performing the same processes. Selling is the very process that needs to be constantly improved and changed and corrected.

Good day, readers of our site. Do you know what the level of sales depends on? Someone might say that from the quality of the product, from the brand, from the popularity of the company or from advertising. Also, sales depend on the successful location of the store, on marketing moves and work with customers. All this is correct, there are dozens of factors, but few people know that even the most unsold thing can be sold, the buyer can be forced to buy what he absolutely does not need.
Scientists from all over the world have been analyzing customer behavior for more than one year, studying various scientific methods of influencing our desires to buy this or that thing. It turns out that we are a very simple biological species which is easier to manage than it seems. Now you may think no, I'm not like that, I will not be introduced to various scientific tricks. I want to disappoint, because you, me, and millions of people around the world every day in stores, restaurants, supermarkets are faced with well-developed sales techniques. Sometimes we don't even notice them, but somewhere, at a subconscious level, everything is postponed, and the desire to pay attention to a certain group of goods, to stop near the shelves, to buy this or that product, arises.
Today the article will be exactly about the 5 most common scientific methods that help sell the product. Be sure to read the article carefully, draw conclusions, and use these techniques when building your sales schemes.

How to sell a product: Rule # 1 - the buyer is predictable

The next time you walk into a large grocery store, pay attention to what is on the right. Remembering supermarkets in Kiev, I can say that many of them have a department with fresh fruits and vegetables on the right. Some try to arrange baked goods nearby. It is noteworthy that practically entrance doors are located so that upon entering you will be forced to turn to the right. This arrangement is not accidental, and everything is subject to strict rules and long scientific research.
As it turns out, humans are very predictable, almost like animals during migration. We take the same routes through the store. Scientists who have studied consumer behavior in different countries, came to the conclusion that we prefer to go around the store counterclockwise.
Modern markets are designed in such a way that you unwittingly, but go along a well thought out route. Knowing that entering the store, you will definitely turn to the right, marketers try to place the freshest, seductive and attractive product there. It is the first one that catches your eye, and you, like it or not, think about it, consider the need for such a purchase. As a rule, the goods are not the most popular, those that need to be sold quickly. They understand that if you place a shelf with chips or refrigerators with beer at the entrance, then you just grab them and go to the checkout without seeing all the offers of the store.
Another trick is that the first thing you see forms the impression of the entire store. Having entered the market and seeing fresh greens, bright and beautiful fruits, you will automatically be more loyal to this store, it will be associated with freshness, bright colors and pleasant smells.
The order of "showing" goods to you is also thought out to the smallest detail. Seeing the palette of colors and freshness from fruits, you move on, you see other products, but completely different from those that I buy most often. Bread, dairy products, meat, eggs - all this is located at the farthest end of the market, and by the time you get there, you are throwing a bunch of all sorts of nonsense into the cart that you were not going to buy initially.
Remember! The most important thing is to get the customer to stay in the store for as long as possible, bypass the maximum number of shelves and view many products. A person will never buy "Haporel Honey Pepper" if he does not know about its existence.
Why does it work?
Walking in circles is a common activity for herd animals, but why people behave this way is not yet clear. Research has shown that shoppers in England, Japan and Australia prefer to walk around the store in a clockwise direction, possibly due to left-hand traffic in their respective countries. If you are used to driving on the right side, then there is a high probability that in the store you will also go to the right along the wall.
Whatever it was, we can say that this impulse is really strong. In the USA, they even tried to conduct an experiment. In the store, the right door was opened, and they wanted to force customers to go clockwise, that is, turn to the left. Imagine the surprise when customers entered through the right door, but still went to the left entrance to start moving counterclockwise. This is already embedded in the subconscious, so people are more comfortable.

How to Sell: Rule # 2 - More Brilliant

Everything shiny and beautiful is automatically perceived as something new, fashionable and valuable. Many drivers can attest that after a good wash and polish, they even feel that the car runs much better. “This cannot be my 1990 Lada that I drove earlier. Look how it shines, the engine works differently. "
That is why in good and expensive stores everything sparkles, glows, shimmers with various colors of the rainbow.
Envirosell Inc. conducted a large-scale research, and found that a shiny showcase makes passers-by involuntarily slow down, and some even stop to take a closer look at the presented goods. And it's hard to fight with it.
Why does it work?
In 1990, researchers from England put forward a rather interesting theory. They believe that our love for all that is brilliant goes back to the days of the first people. It was then that the first people were looking for good, clean and drinkable water, focusing on its brilliance.
Scientists conducted a study and asked people to choose vessels with the best, in their opinion, water. Many girls, without hesitation, chose the one that shone the most. The argument was that this water is more trustworthy and should be clean, tasty and pleasant.
Further, the experiment was with children, very young, who did not have time to fall under the influence of society. Two plates were placed in front of them, a white one and a shiny one. Almost everyone chose the shiny one, squatted down and tried to lick it. Not a single child did this with white.
The research results made it possible to put forward a hypothesis that earlier people were looking for water and recognized it by its brilliance, it was this skill that remained in the subconscious, and did not disappear for thousands of years. Therefore, seeing something brilliant, we involuntarily stop, try to consider and understand what it is.

How to Sell: Rule # 3 Enjoy Shopping

In Europe, and lately in our country, on all the big holidays, Rozhestvo, New Year, many shops are organizing huge sales. In the US, there is an entire sales season that starts on Black Friday. People take time off at work, queue up at stores from late at night, stand, crowd at the entrance, wait for the store to open and get huge discounts. Do you think all this is from the fact that they need to buy some thing, or from the desire to save money? 95% of shoppers in the season of sales simply get high from the shopping themselves, from shopping, from shopping and the opportunity to buy something, and even cheaper than yesterday. Skillful sellers are aware of this weakness of a person, and can more than sell goods that have stuck in warehouses in a few days.
Many of you laugh at shopaholics, whose girls do not feed with bread, let me buy a new jacket or blouse. But wait, this trick is used for more than just clothes and shoes. According to statistics, many gamers have about 10% of the games they bought, played several times, and that's it, the discs are gathering dust on the shelves. Some people buy books and then don't read them. Yes, a person can be forced to buy anything, and he will think that it is necessary. The understanding that a thing is useless comes much later.
Look around, you don’t have such things that you bought, but now you don’t understand why? A friend of mine has tons of DVDs with all sorts of movies. He will definitely not watch them, but every time he buys, he says that he is replenishing the collection. The very process of finding a good movie and buying a disc is a pleasure.
Why does it work?
This is where old Dopamine comes in. This substance is produced by your brain when you are in love, when you eat delicious food or do what you love. Dopamine affects all bodily functions that are responsible for behavior, cognition, movement, and other important things, such as the ability to keep saliva in the mouth.
The effect of dopamine becomes stronger if you enter a new store, or come to another city. New emotions, new desires. It is not for nothing that scientists note that most of the pointless purchases we make while traveling. And, of course, that the thing, in fact, we do not need. We want to feel emotion, to get a dose of dopamine.

How to sell a product: Rule # 4 - numbers are not your strong point

In 2010, Steve Jobs introduced the whole world to a new miracle of technology - the iPad. And the price for it was pretty low, only $ 499. This is very good price for… but wait, but for what? Before that, there were no tablets on the market, no one could say for sure the price, but everyone thought it was excellent, and even very low. The price was higher than that of phones and most laptops, so how can you be so sure that it is good?
And one more thing, why do they still continue to put nines at the end of price tags? Buyers have long understood that $ 499 is almost $ 500, so set a normal price that this is already a dollar. Many are sure that they have figured out this marketing ploy, and are not falling for it. But is it? Not a fact, far from a fact. Knowing that you are being manipulated in this way and not falling for the bait are two different things.
In fact, people are bad with numbers. Only a few can calculate the real benefit, understand the real price of the product. Let's say you wait until there is a discount on the sweater you like, then go to the store and pay by credit card... The bank calculates a percentage for the use of money, and it so happens that a sweater bought at a discount turns out to be more expensive than it was originally.
Also, many end up with loans. No one counts the real amounts, they are tempted to make small monthly payments, take out a loan for long lines, and at the same time, the overpayment can reach 100% of the amount.
Sellers understand that the price of a product is up to them. Even when you see that the product is 50% cheaper, then from the price that they invented. I specifically looked at the prices for household appliances with a 30% discount in one large store, and then on the Internet I found a similar offer, without a discount, and even at a lower price. It turns out that you save 30% of the price taken from the ceiling.
Back to the very low $ 499 iPad price. Where does the belief that the price is really good come from? A few months before the presentation, many leading magazines and Internet sites, commissioned by Apple, made a good marketing ploy. They allegedly published information from reliable sources about the new tablet, its functionality, and hinted that having such characteristics, the gadget would cost at least a thousand dollars. At the presentation, Jobs also emphasized this fact that the price was planned to be significantly higher. That's how people got the impression that 499 is very cheap. The price may have been overpriced, but people thought differently.
How it works?
Imagine 3 tennis balls lying on a table. Have you presented? Now try to imagine 4037 of the same balls. I am sure that it will be almost impossible to do this, and it is difficult to imagine a table on which they will fit. The brains of many people are simply not adapted to work with such numbers, because nature did not provide us with such a functional, and natural selection did not take into account mathematical abilities.
The story with $ 499 and $ 500 is a great confirmation that numbers are not our strong point. Even if you understand that the difference is scanty, only one dollar, the subconscious mind perceives differently. This happens for one simple reason - you read prices from left to right, and remember, to a greater extent, only the first. $ 499 is more likely to be called “four hundred something” rather than “practically 500”. Sometimes they ask me how much a particular product cost. I answer, they say, a hundred and something rubles, and then I catch myself thinking that it cost 199. Even knowledge and understanding of this marketing move does not save you from mistakes in price perception.
Research also shows that those who try to calculate expenses right in the store, save on purchases, spend as much, if not more. The notorious nines at the end of the price tag do not give us the opportunity to accurately and quickly calculate the price. Answer the question, how much will 5 avocados cost at 30 rubles apiece? I'm sure you answered instantly. Now calculate the price for the same amount of avocado, but at 29.89 apiece. I think there are problems.

How to Sell: Rule # 5 - A Familiar Logo Can Deceive Taste

Incredible brand credibility is warranted, but only up to a point. If you had a BMW car, then buying a new one, you will give preference to this particular brand. Users of Apple products are unlikely to ever change it to Samsung. But at some point, the brand name can play a cruel joke on you. You begin to idealize the product, exaggerate the pleasure it can deliver. I must say right away that I don't mean fashionistas who chase Gucci shoes and Prada handbags. For them, the brand is a kind of label that brings these girls closer to the upper strata of society.
I'm talking about something completely different:
In 1970, the Pepsi company conducted an interesting experiment called Pepsi Challenges. Cola and Pepsi were poured into identical glasses. People were asked to choose which drink tastes better and what suits them best. Most Americans chose Pepsi. This experiment ended with overwhelming success, many media reported about it, and it would seem that after that Cola should have drowned in its sugar syrup, sales fell to a minimum, and the company left most of the market. But, as we can see, Coca-Cola sells better than Pepsi to this day. And this is despite the fact that many people now say that Pepsi is much tastier.
What is even more surprising is the fact that when there were logos on the glasses, people, seeing the familiar white inscription on a red background, chose Cola. This phenomenon has been called the "Pepsi Paradox".
A similar experiment was carried out with wine. One test group was named the price of the drink ($ 90 and $ 10) and almost everyone said that the expensive was of the higher quality. But the second group did not know the prices, and the answers about the quality were divided 50 to 50. By the way, there is very expensive beer in China (the price of a bottle is more than $ 40), and it tastes like a cheap drink, which in the states costs no more than $ 3. The whole secret is that enterprising Chinese have pasted a beautiful label, carried out an advertising campaign and raised the price.
Why does it work?
And again the whole thing is in our brain, more precisely in the hemispheres. One is responsible for visual perception, and the other for gustatory perception. When you don't see the logo, you trust exclusively taste, real taste. When a person sees a logo, then memory comes into play, which associates the logo with something good, of better quality and well-known, which means that the products under this brand will be better.
Without logos, your brain tells you that Pepsi is much better and tastier, choose it. But as soon as you see the logo, the brain keeps repeating - "When it's super, you have to drink it." Dozens of years of advertising campaign, and hammering data into a person's head did their job. Companies are actually brainwashing customers and making them love not what is better or healthier, but what they want to sell.

One of the most important components of a business is the ability to sell. Moreover, whatever. After all, they sell not only things and services, but also themselves, for example, getting a job. Or your ideas, while convincing the investor that they will bring big money. Without this skill, the best business ideas will not make a profit.

Salesmanship

When I started working in real estate, I was surprised to realize that selling a property worth several hundred thousand rubles takes as much effort and energy as selling an inexpensive bottle of perfume or a woman's dress. That is, the principles are the same and, having understood how they work, they can be applied in any type of business.

To master the technique of sales, you can read special literature. Now there is a lot of it on store shelves, it is written in an interesting, easy and understandable language. If you feel sorry for the time, you can buy a couple of brochures about the ability to trade for network marketing workers. It briefly and clearly describes the basic principles of the technique of selling goods. This includes a lot, from sellers' behavior and customer engagement, to loyal customer service, advertising and product placement on shelves. I also advise you to read Dale Cornegie, and if you have already read it, then reread the chapters on sales, business and communication with people.

Good sales are impossible without three pillars:

Self confidence. If the seller looks insecure, then he will not be trusted, which means that he will not be able to convince the buyer of something. Confidence comes with knowledge and experience.
Confidence in the company. It is difficult to be sure without knowing the manufacturer of the product.
Confidence in the product. The same thing - not being sure that the product is of high quality and useful, it is difficult to convince others of this.

Good seller rules

Don't be intrusive and don't fuss

Unfortunately, fussiness is inherent in many. This often affects both MLM representatives and boutique sellers. But we must remember that the buyer, seeing this, perceives it not as a concern for him, but as a desire to impose something unnecessary on him. Obsession is considered normal for a bazaar trader and is perceived as a tribute to tradition. The modern seller should have self-esteem, and not curl around the buyer like an annoying insect.

Help the buyer solve their problems

Understand what exactly a person needs and try to sell him exactly what he came for. For example, a young woman comes to my store and starts choosing a suit. In the process of trying on, I understand that she has recently grown fat, she is very shy about this and is looking for something to hide it. I suggest trying on black jeans and a sweatshirt with large belly pockets. Rather, I force, almost by force :). Having put on these things, she is delighted - the fullness of the hips was hidden by the trousers, the belly - by the pockets. And she was sure that now she would have to wear "women" suits. It is clear that for the next new thing, she will first of all come to my store.

A person, having seen a product that meets his needs as much as possible, is even ready to fork out for much more money than he planned at the beginning. This is your field of activity, because he does not know about everything you trade, about new products and their possibilities.

I suggest watching a video on how to sell a product correctly. The sales technique described in it works great, despite its simplicity and affordability.

Own information

A good salesperson has as much information as possible about:

your business - a marketing plan, price policy etc.
product - country of origin, composition, quality, tests performed, consumer properties of the product, reliability, consumer reviews, etc.
manufacturers;
new products - new products, materials, best business ideas, production methods, innovations, types of packaging;
competitors - who they are, their prices, plans, etc.

Be polite

Paragraph 1 - the buyer is always right! If the buyer is wrong, see paragraph 1. This is of course a joke, but psychology is very important here. You can argue with one person, another will take it as an insult. Salesmanship is for the buyer to leave us with a purchase, happy and remember us when he or his friends need something from what we trade.

Be sure to SMILE! Just not an idiotic American smile, for most buyers this is a call - they want to sell me something :). Is it hard to smile? Keep a collection of jokes nearby or remember something funny before meeting with a potential buyer. Then, even on an already serious face, a trace of a smile will remain, and the person will notice it, and it will be easier for you to start a conversation. The same must be done before talking on the phone and the person will feel the echo of a smile in his voice.

Never speak badly about your competitors, but be ready to talk about them, so as not to get confused when the buyer says - but in the next store….

Speak in normal language. Nowadays, a lot of people who have graduated from any business courses or simply think that it is modern are beginning to speak with strange intonations. Another example from life: a young man calls me from St. Petersburg, offers and, speaking in Russian, manages to give out such intonations that I just breathed in lectures from American business coaches :). It's funny, but it gets in the way of understanding the essence of his proposal. I ask if he is sure that he is calling the Volga and not the Mississippi? The guy hangs out and starts talking normally.

Also, do not use foreign and highly specialized words. By constantly inserting them into speech, a person does not show his education (as it seems to him), but the inadequacy of his own vocabulary and disrespect for the interlocutor.

The technique of selling goods and services is very extensive, so I will come back to the question of ideas, services, etc. more than once. In addition, I try to write about this in almost every article about earnings without investment or. Indeed, any entrepreneurial activity has its own characteristics and, when selling real estate, you need to pay attention to one thing, and when offering the services of a marriage agency, something completely different.