How to sell ready-made trainings. How to sell trainings? Toolkit

Sell ​​training- Just. About the same as quitting smoking. Economic redistribution, called the crisis, offers a new market environment. Whoever copes, he goes “uphill”, whoever doesn’t, it’s better for him to change his profession. It is not for me to judge those who sit without work, and even more so those who move without reducing their activity. But since many really good business coaches are still used to thinking in terms of tools, I would like to offer my own vision of selling training programs. These are not recommendations, rather, just gymnastics for the mind.

Why sell?

The main question is, first of all, you need to understand yourself. It's one thing to teach, it's another thing to change people's lives. Not all business coaches are ready for this. Changing the lives of a large number of people is a responsibility, a serious responsibility. And every single one of those who are currently unemployed is not mentally prepared for this. If only because they themselves need customers. Everything is simple. If they could not take on the very responsibility for their own life and change something in it in better side, so there is a disagreement between the words in the training and actions in life. People feel false. Always.

That is why clients who can and want to change something in their company with the help of a coach have stopped doing it. They just don't believe in coaching. For most customers, training is something like an event. Teambuilding programs, the so-called teambuilding - in some places are prepared by the same specialists who hold parties and conferences. I'm sure they are good specialists in your industry. But they just don't understand that during one of the psychological exercises, which are safely torn off the Web, some employee of the client can get psychologically traumatized for life! And they do not understand because there is no appropriate training. It's like mixing training grenades with real ones, and then making a movie about the war. The main thing is to have fun and realistic.

As a result, they spent money, had fun, and nothing has changed. Absolutely. Those who were shy - are shy, those who were in conflict - are in conflict. Until there was a crisis, everything was sold in a row. The customer was calm about the result, or rather, its absence. The coach was chosen on the principle of "like - do not like." The client paid, silently realizing that the money was thrown to the wind. There are still a lot of them. There was a lot ... Now, on the contrary, the money supply has declined. And corporate parties and trainings were in the forefront of unnecessary expenses. It's a pity…

Next, the experience life experience. In order to be a sought-after coach now, one must have either extensive work experience or specialized education. That is, an education that says that a person can work with people in a group. This comes, I repeat, either with experience or with education. For example, with the psychological. In no other way. Economists, marketers, lawyers - they are not taught to understand human actions. A completely different category of thinking. Their brain works in a completely different way, and it takes years to change the program in the mind.

In addition, you need the ability to build relationships with people. If the coach is a competent person, he does not sell himself, but rather builds relationships. And even if he has not communicated with the client for a long time, they remember him. Recommendations are being followed. Willingly invite for consultations. And again the question arises. Why sell? A good business coach does not need clients - he is busy with work.

Selling Methods

One of the original methods of selling trainings was demonstrated by my Moscow friends. They organized a training festival where they gather people according to acquaintances and acquaintances of acquaintances. Then they do some kind of jam session. Five or six coaches take turns taking the stage and demonstrating their skills (read charisma) for an hour or an hour and a half. People who are interested then approach the trainers and they get clients. Organizers, accordingly, profit from inexpensive tickets. Everyone is happy. This is a real training show, if I can even put it that way. Great promotion item! The solution turned out to be so simple and ingenious that there is no end to those who want to hang out all day, chat with like-minded people and look at different training programs. It turns out purely in Russian: cheap and cheerful and damn useful! In my opinion, this best system sales of open trainings. Especially when you consider that all coaches who want to show off in front of the people do not receive any fee, but rather pay money. Did he (she) sell after the festival or did not go, for my colleagues there is no difference, they still connected a person to the organization. Now, if you approach him correctly, you can pull part of his circle of acquaintances into the same structure. In addition, all guests of the festival are registered and enter the database. Then a blog is created in LiveJournal, and all guests of the festival are invited there. One fine day: "Oh miracle!"

There are photos from the festival. And everyone, like one, is rushing to the site to look at themselves and others. And then there is a community, something like a club. Where once a week in some pleasant place in the center of Moscow people gather, drink tea and talk in anticipation of a new festival. They bring their friends to the club, and they bring theirs. Nothing much is needed. 300 rubles for entry and an experienced moderator. Trainers old and new come there in the hope of acquiring clients. There they also briefly speak and present themselves. The client and the seller in one party - a miracle of marketing of the 21st century! Brilliant! Simple and brilliant!

There is one more option. Specialized organizations bringing together a lot of potential customers. The dream of any training company. Starting from the club of entrepreneurs of the city of X somewhere in Astrakhan region and ending with the Chamber of Commerce and Industry of Moscow. You just need to make the leaders of this structure your sales operators, and for a real percentage they will supply you with customers. I don't think it's easy. And then the mechanism is quite simple - the presentation. At any event of such an organization, a presentation of a book by a business coach who wants to acquire new clients is held. Guests are given copies of the book, especially expensive with an autograph. And that's all. They automatically turn into customers without knowing it. Now you need to go to them and talk directly about the services. 30% will buy immediately, the rest will become customers after a multi-step relationship building. That is, holding three or four meetings and getting feedback from other entrepreneurs. This method requires serious preparation. Especially in the field of negotiations. The effectiveness of selling business training is extremely high. The main thing is to be confident in your own abilities. Once something goes wrong, and all your customers will know about it.

The third way is to create the so-called "blue ocean". That is to find a niche not yet spoiled competition. I will give an example, an option that was developed by a well-known business coach and consultant Victoria Shuhat. She managed to combine exhibitions and trainings in order to get the maximum result from the exhibition process for the exhibitors. Notice, not from the training, but from the whole process. Which in its essence has nothing to do with training, as such. The result is unique project- "Expotraining". Exhibition companies now include the services of Expotraining in the cost of their square meters at the exhibition along with their standard services. As they say, checkmate. Now Victoria is provided with clients for a long time.

Coaches - sellers

Hence the moral - you can and should sell trainings. To do this, you need to consolidate, discard ambition and envy. Strange, but coaches have envy. It is strange because they should be a priori people who should be equal to. But no. That is why it is difficult to sell trainings. You can create a trade union of trainers or a creative workshop of trainers who sell each other. What does it look like? Each more or less sane specialist has his own database of clients, they create a kind of conglomerate of several people and start selling each other. Having the skills of a negotiator, knowing in advance information about the decision maker and the problems of the organization, formulate tempting offer, will not be difficult. There are excellent trainings for sale in any format. The main thing is the desire to work.

The main moral of this morality is that coaches should sell trainings. Nobody canceled direct sales. Even in a crisis. So consolidate, brothers, and go! Selling your colleague's training is great mental gymnastics!

One of better ways share useful information for a certain circle of people and at the same time earn good money - conduct "live" trainings and seminars. This kind information business has long gained popularity among both potential presenters and potential listeners. However, the organization of such an event, as well as any mass event- the matter is not at all simple and is connected with the need to solve a number of problems.

The first and fundamental problem in this series is, of course, attracting the audience for which the training will be conducted. Even the most valuable information, the most effective form of its presentation, the best presenters and other important characteristics of the future training are of no importance to ensure its desired attendance. As in the promotion of many other services, there is a so-called "initial stage crisis" in the promotion of trainings. As long as the proposed training is not known to anyone - no one has the motivation to become its visitor, and as long as there are no visitors - the training remains practically unknown. This construction is a kind of "vicious circle" and those who could not break out of it - as a rule, remain only potential organizers.

The first way to get out of vicious circle”is to conduct your training among relatives, friends and acquaintances. It's a good idea anyway. Naturally, it is not connected with the desired income, but it allows you to “run in” information product in conditions close to "combat", to make the necessary amendments to it, to take into account the comments from the outside and their own critical assessments that arose along the way. But as an advertisement for the training as such this method practically unsuitable. Offline advertising is too expensive and in this case absolutely not optimal. Therefore, the ideal way to promote trainings, especially at the initial stage, is various promotions on the Internet - both paid and free.

It goes without saying that this implies that the advertised training has its own website or at least a simple page that describes all its conditions (topic, summary, form, time and place of the event, cost and payment methods, etc.), as well as contact details. It is on this page that you need to attract traffic so that some of its visitors become visitors to the event in the future. As for traffic sources, it makes sense to use the following:

3. Advertising in social networks. Practice shows that this method is very well suited for promoting "live" events, including trainings, since the core of the audience social networks are people who want to communicate. Such advertising can be used in various forms:

However, one should not think that it is enough to advertise in the indicated sources and the problem of attracting visitors to "live" events will be solved. Firstly, a lot depends on how competently the advertising campaign as such will be built. Secondly, on how effective the selected advertising platforms will be for this particular event, based on its subject matter and, accordingly, the target audience. Therefore, an advertising campaign without evaluating these two factors is fraught with losses instead of profits when advertising expenses will not pay off completely or will not pay off at all.

In this regard, summary statistics on an advertising campaign are very useful, with the help of which you can compare the real return on advertising on a particular site. To do this, you need to understand how much time, energy and money spent on a particular advertising channel, how much traffic to the event website was received as a result of these costs, and how many orders were received as a result of these visits.

Firstly, this will allow you to quickly cut off advertising channels that are not effective in principle or not effective for a particular event, so as not to waste energy and money on them. Secondly, it will provide an opportunity to polish and optimize advertising campaign on those sites that show good, but not maximum efficiency for it. And finally, it will show which advertising methods and platforms to focus on the most.

However, the problem of obtaining such statistics is also not too easy to solve. Modern and accessible to everyone tools, such as Yandex-metrics and google-analytics, have very serious functionality, but require no less serious analytical work over the received data and settings for each local task. In addition, they are external resources for the sites on which they are installed, therefore they do not track the further attitude of a particular visitor to the site's offers after he has left it. Therefore, they are designed to a greater extent for versatile projects, and not for exclusively offering goods and services.

In this sense, the most suitable, and in some cases the only possible products of choice are the appropriate tools built into various platforms for doing business on the Internet. Unfortunately, only a few of them offer their users such functions, but they do exist.

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The purpose of the training "Dear sales": To learn the mechanisms and techniques of selling at a high price without discounts and reducing the company's profits, as well as how to properly bargain with a client in negotiations by phone and at a meeting. In practice, we will analyze ways to conclude large and profitable contracts with clients.

• Why do customers object to pricing?
• Techniques for relieving tension from the client about the price
• How to convey the value of your offer to the client
• Methodology for negotiating with "big" checks
• Techniques to increase the value of the offer in the eyes of the client.
• Ways to present the offer "as an investment" to the client
• We study ways to keep the price and pricing.
• 5 rules for naming a price for a client.
• Top 4 Answers to Price Objections
• We create response scripts to typical objections: "no budget", "expensive", "others have cheaper" and others

In the "How to Sell High" training, a business coach demonstrates the entire negotiation algorithm from A to Z by example, so that participants understand how to use the following techniques that are practiced during the training:

• In practice, we work out proprietary techniques for "protecting" prices
• In practice, we consolidate the skills of persuading the client in profit
• 4 ways to protect your offer from competitors
• We remove the main errors when assigning a price
• We determine the time in the negotiations for naming the price / li>
• Analysis of the "expensive sale" by example and in practice.
• An overview of communication techniques with a group of people in negotiations.
• Fixing in practice 3 methods of upholding prices on sale.
• Storytelling technology training
• How to change the opinion about the "value" of your product / service.
• Learning the Expensive Selling Technique "Choice Without Choice"
• Ways to argue in favor of choosing your company
• "Role-playing game" of participants for the most effective price presentation
• Branded chips training "how to sell expensive."
• Methods of influencing the client and manipulation.
• How to achieve your goals in negotiations
• Learning 3 techniques "how to quickly move to a deal"

In this module, on practical exercises with a trainer, you develop your individual manner of negotiating a price with a client and leading to a deal tailored to the specifics of the business

• How to double average check customer purchases
• The study of the author's technology "Dear sales"
• 8 tricks to close a deal with a potential buyer
• We work out ways to increase the volume of purchases of the client several times
• 3 Techniques for avoiding client pressure at a price in a conversation
• Implementing rigorous negotiation techniques with difficult clients
• Learning the way "How to competently negotiate a compromise"
• Fixing in practice with the participants the methods of price retention and negotiation

Module 4. Practice in training "expensive sales".

Consolidation of skills and technologies for working with deferrals, prepayments, strict payment terms, unprofitable offers from the client and the following chips:

• Development of all methods and technologies in practice with a business coach
• Strengthening the skills of "expensive sales" with each participant
• Working out in practice difficult situations in negotiations with clients
• Analysis of the sales skills of each training participant with adjustments from the trainer
• Practicing quick “Closing the Deal” techniques with a client
• Practical tasks for participants to develop persuasion skills
• We develop the skills of a charismatic presentation of goods / services for your business specifics

Result

It's no secret that it's always nice to buy a product or use a service at a discount. And the seller himself willingly provides it when it suits him. But there is a category of buyers who require very big discounts and privileges. And it is often very difficult for sellers to object to them.

There are three outputs here. Fire overly compassionate employees, follow the lead of stubborn customers and suffer losses, or finally teach your salespeople to sell dear even to those who constantly beg for discounts. "Moscow Academy of Sales" offers to order a training, which is called "How to sell expensive".

The result of the training "How to sell expensive"

• activation of sales by much more self-confident managers at a high cost;
• anticipating and overcoming emerging objections;
• the ability to reasonably defend the position of the company and sell without discounts;
• the ability to competently negotiate to conclude large and profitable contracts with clients

The sale consists of many elements that are connected at one point. Connecting all the elements takes time and painstaking work. You have to start somewhere.

Today we will talk about a test task that I give to my clients before starting coaching. This task needs to be “stupidly done” and describe the results. I recommend that you keep your records carefully, they will still be useful to you. Read on to find out how easy it is to complete these tasks. Clients come from different levels qualifications, with different work experience, so I conditionally divided the tasks into 3 groups.

1. The frog is those of you who do not yet consult for money. To conduct a consultation for free - please, but to take money is inconvenient. If you recognize yourself, then I suggest you complete the task:

Within 2 weeks you need to conduct 10 consultations and receive 100 rubles from the client as a fee. Yes, only 100 rubles. This cuts off freeloaders at the entrance and you get the skill to talk about your fee. If you are ready to receive a larger amount, wager a larger amount.

It is important to make explanatory notes for these consultations: what did you succeed, what did you get stuck on, what kind of resistance did the client cope with, what were the difficulties. What feelings did you experience when they called the amount of the fee and when they took the money. As a result, you should have research experience of at least 10 consultations.

Your acquaintances, neighbors, work colleagues or friends from social networks can be clients (Skype has not been canceled).

2. Average - these are those of you who advise "for 3 kopecks" per hour. For various reasons, you do not dare to raise the cost of your services and continue to work hard to earn something. You run after clients, are ready to work at an inconvenient time for you, just to earn money.

The task for you is simple: raise the cost of your services by 1.5 times and conduct 10 consultations at the new price.

You also need to make notes on the results of this work: what was the most difficult thing when you first called the increased cost of your services, how your feelings for 3, 5 and 10 clients have changed. What customer objections did you handle easily and what did you struggle with?

3. Advanced users - you are specialists with experience, your qualifications are high, and the income leaves much to be desired. I suggest you do the following:

Psychologists tend to sell their time. Both the client and you do not know how much you will earn today - 1 hour, 1.5 hours, 2 hours.

I suggest that you get this experience of interacting with a client: You name the amount of your fee for a consultation, and then specify how long you will work. Example:
“My consultation costs 3,000 rubles, we will work with you within 1.5 hours” Thus, you have the clarity that you will earn 3,000 rubles for your service, spending 40 minutes, 60 minutes, 1.5 hours - how will go. For the client, this is also clarity and certainty.

I suggest that you make notes of observations of your feelings when you use this method of work, plus the reaction of the client is important - are there any objections, what are they.

So you've made the decision to do one of these tasks. Most likely, you start to come up with explanations for customers why you act the way you do today. This increases your anxiety and includes self-sabotage, which can manifest itself in any way: you procrastinate "for later", resent and say that this is "complete bullshit", you do not complete the task at all.

And now the promised relief to your suffering. The brain has such a property: when we talk about things that are obvious to ourselves, we calm down and relax. "Tell the truth - you will feel better." Therefore, do not invent anything, tell the truth to the client. You can say that you are currently doing a coaching task, you are getting new experience- it's true! Since you are reading this post, it means that the topic of selling your services is relevant to you and you can become a participant in this training by completing the proposed tasks and gaining new experience. When customers hear that you are in training and doing something new for yourself, they begin to support you. They provide a lot of valuable and useful information for you. Listen, write, clarify, ask again. IN this moment the client gives you value and also pays you for the consultation.

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Sales training. Notes for the trainer.

1. Introducing the trainer to the group members (40 min).

The trainer introduces himself and talks about himself, his experience and what training is (asks if someone has been to the training before, what they liked and what they didn’t - use this information so as not to repeat the mistakes of others), about the purpose and content of this training.

Training goals:

Structuring information about sales techniques

Acquisition of new knowledge and skills

· Training and development of new techniques

Improving existing skills

· Experience exchange

Exploring your individual capabilities to improve the efficiency of working with customers

Summary of the program:

1. Acquaintance. Acceptance of the rules.

2. Setting personal goals

3. The first stage of the sale is establishing a contact.

3.1 The 40 second rule

3.2 Compliment rule

3.3 Customization for the client. Mirroring.

4. The second stage is the identification of needs.

4.1 Types of needs

4.2 Types of questions

4.3 Active listening

5. The third stage of the sale is the presentation of the product (service).

5.1 Features and benefits

5.2 Three-step presentation

5.3 SPIN Method

6. The fourth stage of the sale is overcoming objections.

6.1 Algorithm for overcoming objections

6.2 Additional arguments

6.3 Pricing policy

7. Completion of the sale.

8. Market position of my company.

Getting to know participants:

1 option"Tell me about your name." Ask participants to share why their parents named them that way, what their name means, what they like to be called, and what they don't like. The trainer can search in advance for the meaning of the name of each participant and complete his story.

Option 2"Tell me about your neighbor." Participants are divided into pairs, communicate for 5 minutes, and then each introduces his partner.

The next step is for each participant to write their name on the badge. The names do not have to match exactly. That is, if there are two girls in the group with the same name, then one can be Natasha and the other Natalya.

Establishing rules.

Training is the game of life. Here we will try different psychological techniques, which can be applied in the sales process, and discuss the results. In order for this process to be effective, rules are usually introduced in the trainings that facilitate the work of the group.

I suggest you the following rules:

1. Respect for each other (do not insult, do not call names).

2. Speak for yourself (not "we don't like this", but "I don't like this").

3. Speak in turn (agree on a conditional signal “I want to say”).

4. Appeal strictly by the name indicated on the badge.

5. Turn off mobile phones during class.

There are other rules that we can use: the rule of confidentiality, "here and now", show up on time, actively participate, STOP.

Question to the group: what rules do you need to work comfortably?

Acceptance of the rules: each participant says: "I accept these rules and undertake to follow them."

We hang a list of rules on the board.

2. Setting personal goals (20 min).

Exercise in workbooks No. 1:“What do I want to achieve and what am I ready to do for this”

As you know, in order to get some result, you must first make some effort. The next exercise is dedicated to the fact that each participant will try to clearly define what exactly he wants to get from this training and what efforts he is ready to make for this.

For example, you want to learn how to convince a client or overcome objections, and for this you are ready to actively participate in all exercises, ask questions, arrive on time, etc. Participants are given 10 minutes. to complete the sheet. Then each of them reads out what they have written, and the trainer notes for himself which issues are especially important for the participants (they should devote more time to the training).

3. The first stage of sales is establishing contact. (2 hours)

The stage of establishing contact is necessarily present in any negotiations. This stage is necessary for people to switch to new topic, on a new person, distract from extraneous factors.

In telephone conversations, the stage of establishing contact is much shorter. Question to the group: why?

Because the attention of the interlocutor "floats away" faster, because he does not see you,

Because, having picked up the phone, he is already ready to talk,

There are several simple patterns that must be followed in order for the establishment of contact to be successful.

3.1 The 40 second rule.

The first impression is formed during the first 30-40 seconds. Great importance while having:

Appearance: ideally, it matches the style and level of the client: this contributes to the installation of negotiations on an equal footing. Remember the accessories of business success: watch, pen, mobile phone. Demonstration of superiority or vice versa can negatively affect future cooperation.

The first phrases: it is advisable to call the client by name and patronymic and introduce yourself. It is better not to use the phrases "worries", "I will take up very little of your time." Question to the group: which ones to use? (Positive ones, such as “offer cooperation”, and more? ..) You should refer to the agreement, ask if it is convenient for the interlocutor to speak (on the phone) and how much time he has.

First steps: act confidently, without fuss, offer your business card; find out where you would like to sit. You should not start a conversation while standing: it gives the impression of uncertainty and haste,

Eye contact. If a person does not look into the eyes, it means that he is hiding something, lying, not finishing.

A handshake characterizes your position in communication.

Exercise for 4 participants: one participant closes their eyes and shakes hands with three people. Then he shares his impressions of handshakes, he can try to guess who was where.

Smile: it is easier and more pleasant to communicate with a friendly person.

Exercise for the whole group: smile at your neighbor on the right, try to do it naturally. The smile goes around and around. The coach can start. For convenience, you can simultaneously say the name of the participant or say “Hello”.

3.2 The compliment rule.

Most people enjoy being complimented. An appropriate compliment wins the interlocutor towards you. Let's look at what you can compliment in business communication:

Everything that a person flaunts: certificates, diplomas, awards, flowers in pots;

Interior and exterior decoration of the premises;

Scientific, public and social activity client;

Employment, demand, significance of a person (“only you can solve this issue”, “everything depends on you”, positive reviews superiors or partners);

Photos with famous people;

Personal compliments (only with well-known clients).

The main thing: compliments must be sincere!

Exercise number 2 in workbooks: Try to come up with as many compliments as possible for each situation. Each participant works independently, then we discuss the results in the group.

3.3 Customization for the client.

To adapt to the client means to become like him. People unconsciously trust and choose those who are similar to them. The purpose of adjustment is to influence the subconscious of a person, showing that "I am the same as you."

You have probably noticed that people who communicate with each other for a long time have similar expressions and words, they adopt gestures from each other, keep pace. Intimate conversations are usually conducted in an undertone with the same pace and volume among the interlocutors.

We can go from the opposite: first adapt to the client, and then as a result of this, get his location and trust.

To do this, you need to carefully observe his behavior, pace of speech, speed of movement, gestures, listen to his words, maintain a comfortable distance for him.

Exercise for the whole group: Three people please stand in the inner circle and three in the outer one. Now those standing in the outer circle must first move away, and then approach their partner and find the optimal communication distance for him. At the same time, you can talk on any neutral topic.

Discussion: how did you manage to find this distance, what did you notice in the behavior (posture, speech) of your partner?

Mirroring is an adjustment in gestures and posture. That is, their imperceptible copying. Speech adjustment - you need to speak with the same volume or a little quieter, at the same speed. Use the same words and expressions that your interlocutor uses. Mirroring works on the principle of “we are alike, we speak the same language.”

Exercise for the whole group.

1 option. Half of the participants leave, the rest are quietly given the task of copying the posture, gestures, volume and speed of speech of their future interlocutors. Interlocutors enter, everyone sits in pairs. An approximate topic for a conversation is how I spent the summer, time - 5 minutes. Discussion: what are the feelings of the conversation among those who went out? What happened / did not work for the mirrors?

Option 2"Scouts". For each participant, the coach says or writes the name of the person he will mirror. Then a topic for communication is given, each participant speaks in turn. During the "general story" you need to mirror the one whose name you received, and try to notice who is mirroring you. Ideally, by the end of the exercise, everyone is sitting in the same position.

4. The second stage of sales - identifying needs (2 hours).

Each person, buying something, tries to satisfy his need, to achieve his goal. And therefore, when choosing a product or service, some specific qualities are important for him. The secret is to first find out what exactly is important to him, and then make a presentation of your product in accordance with the client's request.

A person buys only what he needs for some reason. You can try to guess what drives a person when choosing a product, or you can determine what he needs, i.e., identify his needs. This is done with the help of an open question, since this question involves a detailed answer, gives the client the opportunity to “talk”. There is an important rule: the more general the question, the more effective it is. For example: “What features of the phone are you interested in?” or “What is important to you in the phone?”. A more general question involves a more free answer and prioritization: the client will name the most important feature for him first. If a person limited himself to a one-word answer, you can ask a clarifying question: “What else would you like?”. Remember the sequence in which he listed his needs (conditions). The response presentation should be done in the same sequence, then you will have a better chance of convincing the client. In addition, it is desirable to use the same words and formulations, to speak with the client "in his language."

Exercise number 3 in workbooks: what is important to my clients? Think of two or three of your clients with "special" requests and describe. What exactly was important for them when choosing a product?

4.1 Types of needs.

In the psychology of sales, 4 groups of needs are conditionally distinguished.

material gain. If you feel that the client is trying to save money or wants to be entrepreneurial, buy at the lowest (favorable) price, then you can play on this.

Safety. If it is found out that the client seeks, first of all, to protect himself (for example, from theft, getting into an uncomfortable situation), then in your presentation you should put forward the guarantee, reputation, and reliability of the recommendation in the first place. If the client is a conservative, then you need to focus on the traditional character of the brand, time-tested.

Comfort. The client wants convenience and high service - give it to him!

Prestige. There is a category of people who react only to prestigious novelties. They do not like to watch old films, things for them lose interest with the advent of something new. If you need to play on a sense of pride, then talk about prestige, exclusivity, brand.

Needs can be identified in two ways: listening and asking, or better both. Question to the participants: why should they be identified?

Pair exercise: try selling your partner a pen. To do this, first find out what is important to him in the pens. And then describe the pen so that he likes it (almost in his own words).

4.2 Types of questions

Open.

It is impossible to simply answer "Yes" or "No" to open-ended questions; they require a detailed answer; often begin with the words "What", "Where", "When", "How much", etc. Purpose: to get the client talking, to get information. They are used to clarify the situation in order to better understand the client.

Closed.

Closed questions can only be answered with "Yes" or "No"; often begin with a pronoun or verb; for example: "Do you like to read?! Purpose: to obtain consent or confirmation. Used for finding out facts.

Alternative questions ("illusion of choice").

Purpose: to obtain the consent of the client. This is a question that has two answers, both of which nudge the customer in the right direction. “Would it be more convenient for you to call in the morning or in the afternoon?” or “Do you prefer red or black?”

"Tailed" questions.

Guaranteed "Yes" question: "In selling services, trust is very important, isn't it?"

Purpose: To obtain confirmation or agreement from the client on very important benefits and to ensure that the client is involved in the conversation: "Isn't it?". "Really?", "Really?", "Do you agree?", "Really?"

Alternative offensive (counterattack).

Purpose: to push the client to make a deal. "Will you have time to transfer the money by the end of the month?", "If we guarantee this to you, are you ready to sign the contract now?"

Suggestive.

Purpose: to imperceptibly push the client to the positive feature of the product, for example: "Probably, your children will also use a computer?"

Leading questions help the client to understand that he needs our product, is profitable, convenient, etc.

· It is necessary to suggest a problem situation in which the client would need our product (service).

· Obtain confirmation that such a problem exists.

· Suggest that our product (service) solves this problem.

Clarifying.

They are used if it is very difficult or undesirable to answer a direct question from a client. "How much does it cost?" - “And for what amount?”; "What exactly?";

"Will it suit me?" - "And for what purposes?"

Checking readiness to conclude a deal.

"What did you like?". "What do you think of it?". "Do you want to buy?"

Exercise number 4 in workbooks: Come up with 2 questions of each type to sell your product or service.

4.3 How to listen correctly or active listening techniques.

There are several ways to actively listen. They allow you to “talk” a person, that is, give him the opportunity to speak out and be heard. These techniques can become your reliable assistants not only in the sales process, but also in everyday life.

1. Nodding, use of interjections “aha”, “uh-huh”, “yes”, posture of attention and interest (slight inclination towards the interlocutor, open or neutral posture, eye contact).

2. Repetition of a word or phrase of the interlocutor: “It is important for us to do this as quickly as possible” - “As quickly as possible”

3. Clarification: “What do you mean?”, “What exactly is important to you?”, “Explain this, please”, “Tell me more about this”

4. Reformulation: “That is ...” “If I understand you correctly, ..”

5. Reflection of emotions: “This is really offensive”, “Yes, terrible”, “You must have been very happy”, “Unpleasant situation”.

6. Summary: “So we agreed that…”, “So…”

Pair exercise: one speaks and the other actively listens. Question to the second: did you get the feeling that you are really being listened to?

5. The next stage is the presentation of a product or service (2.5 hours)

Question to the participants: which presentation is better and why:

A presentation structured like a monologue, with the salesperson talking most of the time.

The presentation is like a structured conversation, while the seller engages the client in a mini-dialogue, discussing successively all the main points of the presentation.

In the process of conducting a presentation, it is necessary to remember the effect of the "edge": the total impression of the presentation is 80% determined by how we start and end our presentation. Speak slowly, in short sentences. According to research, half of adults are unable to grasp the meaning of spoken phrases if the phrase contains more than 13 words. In addition, when a phrase lasts more than 6 seconds without a pause, it is understood abruptly. However, it has been noticed that experienced salespeople still use long phrases, but very often they use the prepositions “and”, “or”, with their help a person plunges into a mild hypnotic state, and the degree of customer confidence increases.

Brainstorming for the whole group:"Harmful words" (you can write on the board)

1. It is better to replace the particles “not” and “no” with a positive wording or an alternative in questions and statements.

It is not harmful to health.
You will not prompt?
What do you not like?
We cannot make such a discount.

2. The word "if": replaced by the word "when"

You must place cookies on these shelves.
You will have to carefully monitor the expiration date of the cakes.

4. Replace the words "expensive", "cheap", "buy", "sell" with synonyms.

6. Difficult terms should be deciphered for the buyer.

	Clear explanation

7. Replace the negative words “problem”, “difficulty”, “does not suit” with a positive wording.

Exercise number 5 in workbooks: How can the same product be presented to customers with different needs? Complete the table for 4 positions.

Goods, service	material gain	Safety
Grilled chicken	finished product, does not require additional investments	Cooked in a special oven	Ready to eat, still hot.	Grilled food is all the rage right now.

5.1 Features and benefits

A characteristic is an objective property of a product or service. For example, size, shelf life, price, delivery, consultation. A feature in itself is neither good nor bad. Her client may perceive neutrally: “Well, yes, round. So what?".

Therefore, it is always necessary to translate the characteristic into a benefit. Benefit is the benefit that the customer can derive from this feature.

Such a benefit appears due to such and such a characteristic;

This characteristic gives you such and such a benefit;

Leading question - yes, we need such a benefit - confirmation by characteristics.

Brainstorming for the whole group: "Features and Benefits"

Characteristics
Small box	It is easy to lose, easy to carry away imperceptibly, and count for a long time.	Compact, takes up little space, saves warehouse space.
Delivery	You need to wait for the car, be tied to the time, and who will unload, and suddenly it’s not right or scrap	Save freight costs and your time, our forwarder will unload
Pickup

5.2 Three-step presentation

As you know, a person has a mind and feelings. He can make a purchase because he "needs", based on rational motives, or because he "wants", based on their emotional attitude to the product. A three-stage presentation allows you to influence not only the rational side, but also the emotional side.

So, it consists of 3 stages: characteristic, benefit, figurative picture.

For example: "Alenka" - chocolate, reminiscent of childhood. Therefore, it is always in demand and sells well. Every 5th buyer, coming to the store, is looking for Alenka's face in the window.

A figurative picture is an emotionally colored image that is pleasant for the listener.

It can be based on one of the five senses: sight (see how ...), hearing (hear how ...), smell (smell ...), touch (you can feel, touch ...), taste (sweet, tender, creamy). For example: "melts in your mouth, not in your hands." It can also be based on humor, color perception (blue as the sky), numbering (statistics), etc.

Exercise number 6 in workbooks: Make a three-step presentation for any of your products. Discussion of the resulting presentations.

5.3 SPIN Method

Aggressive selling methods are more suitable for small sales, and for large sales it is better to use active listening and competent questions.

SPIN is the art of asking the right questions in the correct sequence.

WITH- situational: "what's what?" - collecting information about a person and his business. They can be set to other representatives of the company who are ready to communicate.

P– problematic: “what are the difficulties?” - identification of problems, shortcomings, difficulties.

AND- extracting: "What terrible consequences can this lead to?" - extraction of possible negative consequences of the problems found.

H– guides: “how will our offer help you?” - suggesting a solution to the problem.

How long ago did you buy this car?
Surely because of the long service life, it often stalls? When it stalls, are you sure you're late for an important meeting?
Can being late to a meeting cause a deal to fall through? And when deals are broken, does the family budget suffer?
How will the situation change if you have new car? How exactly? What will you win?

Exercise number 7 in workbooks: Make up SPIN questions for some situation from your practice.

6. The fourth stage of the sale - overcoming objections (2 hours).

Is objection a bad or a good sign? This is both doubt and interest.

Question to the group: What is a typical response to a client objection? "No, it's not." Give examples. What is the client's reaction? When people argue, they do not hear each other, everyone is trying to prove their case or even that the opponent "does not understand anything at all." Therefore, our task at the stage of objections is not to argue, but to agree. Only not with the whole objection, but with a small part of it.

6.1 The algorithm for overcoming objections consists of 5 steps:

1. Listen to the client, i.e. give him the opportunity to object

Sometimes it is necessary to give the client the opportunity to fully express himself in order for the objection to “resolve”. So, for example, by repeating the last word of the client, you contribute to his efforts to specify his objection.

For example, in response to a typical customer objection: "It's very expensive." - you can ask again: "Expensive?". After that, you need to pause and allow the client to speak.

2. Psychological attachment to the objection.

You give the client to understand that his objection is reasonable and has the right to exist. This can be achieved through a conciliatory statement: "This is very important question", partial agreement: "Yes, this is really a very expensive car" or a compliment: "Interesting remark. You are the first to pay attention to this."

3. Clarifying questions.

You ask a series of questions that allow you to clarify the essence of the objection. For example, the response to a typical customer objection "It's too expensive" might look like this: "Compared to what?", "How much do you think it should cost?". As a result, the objection may turn out to be objective, doubt (lack of information) or substitution (behind it lies another real objection). Depending on the clarified information, we conduct an argument.

4. Argumentation.

At this stage, we formulate the benefit of your proposal in a few sentences based on the information received in the process of asking clarifying questions. You give a specific answer (explanations why).

5. Call to action.

Responding to an objection, you gently call for a deal.

All of the above does not mean that you must go through all 5 steps every time. But knowing these steps gives you the freedom to choose one or another way to work with objections, depending on the specific situation. Some steps can be skipped, except for the psychological attachment step, which is always appropriate and will always work. The secret is that you do not argue with the client, do not confront him, as he expects this, but stay with him "on the same side of the barricades."

6.2 Additional methods of persuasion.

· Influence of the law, rules. "It's the way it should be...", "According to... you should." Coercion of the law - therefore conditionally effective method in the Russian Federation, as it causes opposition. Effective for people who do everything "the right way" or "the right way." Question to the group: with which of your clients can this method be used?

· Influence of mutual agreement. “As we agreed…” Equality of the parties, joint decision-making. Effective if an agreement exists and if the person is responsible. Which of your clients can and cannot use this method?

· Influence of group norms. “It’s customary for us,” “It’s customary in this business.” For people who respect written and unwritten norms or for those for whom you are an authoritative organization. With which of your clients can this method be used? And what are the pros and cons of the phrase "everyone does it"?

· Expert influence. Expert opinion on this matter. You can act as an expert yourself, a statistician or a third party. “I have come across this situation and I suggest…” Which of your clients can and cannot use this method?

· Influence of remuneration. Accepting your offer will bring the following benefits to the customer. As a feature and benefit. “You will do it that will give you…” It is important to know what benefit this particular client needs. Give examples from your practice: clients who value different benefits (criteria).

· Influence of coercion. Ultimate method. "If you don't, you won't be able to grow any further." The effective ratio of reward and coercion is 70% to 30%.

· Sale of shortcomings. Nothing is perfect, every company has flaws. You can talk about a disadvantage that is IMPORTANT to the client, and after that - about the benefits that are significant for him. Revealing your shortcomings will demonstrate your honesty to the client, and you will win him over even more. What are the shortcomings of your product, service, you could voice customers?

· Shift to the future or "fitting effect". A detailed discussion of future cooperation, as if a decision had already been made about it. For example, to calculate the potential profit or increase in the number of buyers. You can create a figurative picture: "In this dress you will be the queen of the evening." How can you use this technique?

"The best of the worst." Everyone has this disadvantage. Other options are even worse.

Let's summarize the scheme for overcoming objections:

1. Consent (liquidation of the dispute)	With the fact of the objection: "Yes, this is a really important point" With part of the objection: "It's really unpleasant"
2. Clarification (what exactly does not suit)	Accordingly, the objection may turn out to be objective, doubt or substitution.
3. Argument (corresponding to the true reason)	Influence of the law, rules. Influence of mutual agreement. Influence of group norms. expert influence. Influence of reward. The influence of coercion. Selling flaws. Shift into the future or "fitting effect". "The Best of the Worst"
4. Summarizing (summarizing)	Thus, we have agreed that…

Exercise number 8 in workbooks: Write down typical objections from your customers or ones that you find especially difficult to deal with. Write an algorithm for working with them. Play in pairs.

6.3 Pricing policy.

Discussion for the whole group: what do your customers mean by expensive?

The main methods of working with the price:

The words cheap and expensive can be replaced with ...

First, form the value of the goods, deals for the client, then negotiate the price

At the beginning of the meeting, it is better to answer that there is a large range of prices from and to

Find out if the budget is limited

Find out what price segment the client is targeting

The price must be called confidently and clearly, without apologizing or regretting. The price matches the product and services.

Consensus: price is an important parameter

Clarification: what is expensive for the client (price for the end user, price as an opportunity for a quick turnaround, price as an opportunity to make a good margin, price as a factor in promotion costs and staff time)

Reasoning: breakdown of the amount by installment days

Additional service: free shipping, accepting returns

Discounts (Last)

Leading question: if somewhere is too cheap, what could be the reason for this?

8. The last stage is the completion of the sale (1 hour).

There are several ways to complete a sale:

1. Make a direct offer and pause.

It is said that only one way of putting pressure on the buyer is justified, namely, in the form of a pause that the seller must keep after a direct offer to buy. There is an opinion that the first one who breaks the silence is less likely to have a favorable outcome for him. It should be said that the ability to pause is important in all five stages of the sales process. It is true, however, that pausing takes more courage than speaking.

2. Create a rush.

For example: "Last 10 tickets left..." Customers seem to be terribly fond of one phrase, and for them it is really quite safe: "I need to think" or "I'll come back later." Make the client think that he often regrets his indecisiveness. Let your client feel that if the purchase is postponed until tomorrow, then he will not be able to enjoy it today.

There are a number of stories that experienced salespeople tell customers to encourage them to buy. The peculiarity of metaphors and stories is that that they relax, give emotional impulses and are well remembered.

3. Give a "try"

There are several channels of perception: visual, auditory, tactile. According to the dominant way of perceiving people are conditionally divided into visuals, auditory and kinesthetics. To convince a person, you can not only tell, but also show, tell, let touch (try, smell).

The Xerox company rented out its copiers, and. As it turned out, people then bought them. In order to make a client fall in love with your product, you need to give him this product to touch, hold, try on, let him feel with all five senses. This method is often used by owners of shops where animals are sold. They allow you to take the animal for a certain period of time, so that later, if you want, you can buy it permanently (although in relation to animals, many find this way of selling too inhumane). As a rule, during this period, customers - and especially their children - have time to get used to a live acquisition.

4. Presumption of the fact of the transaction.

The seller builds a dialogue with the client on the assumption that the decision to purchase has already been made by him and it remains only to clarify some details of the purchase. For example, he asks: "Will you pay in cash or by credit card?"

Thus, the seller tries to place the client in the zone of inevitability of purchase. The salesperson doesn't say, "If you buy this car," but instead says, "After you buy this car."

5. Completion through five questions.

Question 1. There must be a good reason for your refusal. May I know what it is?

Question 2. Are there other reasons besides this one?

Question 3. Suppose you could make sure that ... Then you answer yes?

(If the answer is negative - question 4 or 5)

Question 4. So there must be some other reason. May I recognize her?

Question 5. What could convince you?

In any case, whatever the outcome of the sale, the salesperson's task is to summarize the meeting and end on a positive note. If the client has made a purchase, remember about the "after-sales" service, thank for the purchase, give a compliment, see the buyer off. A salesperson who immediately loses interest in a customer after payment leaves a negative impression.

Discussion for the whole group: how do you usually end the sales process and why? What other ways would you like to try?

9. The company I work for (40 min)

This block is dedicated to market orientation. The seller must know his competitors well, their advantages and disadvantages, as well as his company's place in the market.

Exercise number 9 in workbooks: competitive advantages my company.

Exercise number 10 in workbooks: our competitors, their advantages and disadvantages

10. Completion of the training (30 min)

Feedback on the results of the training. Summarizing.

Discussion for the whole group: open your "What I want to achieve and what I am ready to do" sheets. Have you achieved your goals? Have you fully contributed?

What are your impressions of the training: what did you like and what did you not like? What are the wishes?

Please fill out the final forms

Thank you for your work. It was a pleasure and pleasure for me to work with you.