Введение Добро пожаловать! Перед вами книга Умение продавать для "чайников". Речь в ней пойдет не столько о продаже продуктов и услуг, сколько об искусстве общения, которое, как вы скоро узнаете, является залогом успеха в любом бизнесе, а в деле торговли особенно Не умея ладить с окружающими, трудно прожить на свете, начинать учиться этому надо как можно раньше. Чтобы достичь успеха в продаже, вы должны обладать коммуникабельностью, уметь выслушивать других и искренне ставить чужие интересы выше собственных. Умение продавать для "чайников " сделает вас счастливее, а вашу жизнь лучше, потому что с ее помощью вы сможете завоевать авторитет, стать богаче, добиться признания вашего труда, улучшить отношения с друзьями и семьей, научиться играть главную роль во всех переговорах, и, конечно, стать специалистом по продаже' Эта книга написана человеком, который сам был "чайником" в сфере продажи, когда в возрасте 19 лет начинал карьеру агента по торговле недвижимостью Торговля недвижимостью сулила блестящее будущее, но в тот момент я не имел ни приличного костюма, ни автомобиля. Все, что у меня было, — это концертный костюм вокально-инструментального ансамбля и мотоцикл. Добиться успеха, разъезжая на мотоцикле, непросто; я предлагал клиентам, желавшим ознакомиться с предлагаемыми домами, ехать следом за мной в своем автомобиле. Придя в себя после моего предложения, они немедленно делали вывод, что я — плод их потребительского воображения, после чего ехали своей дорогой, не обращая внимание на мои маневры. Что еще хуже, концертная униформа, которую я носил, выглядела довольно нелепо под жарким калифорнийским небом и никак не вязалась с понятием элегантности. Но я справился со всем этим. Я знал, что на торговле недвижимостью можно зарабатывать большие деньги — нужно только знать, что делают для этого преуспевающие люди и чего по незнанию не делаю я. Все секреты и тайны этой профессии я раскрыл самым сложным методом — методом проб и ошибок. Теперь вам понятно, почему первые шесть месяцев торговли недвижимостью я получал всего 42 доллара в месяц? Да, я добился успеха. Я достиг своей цели — стал миллионером к 30 годам, причем на три года раньше намеченного мною срока. В 27 лет я уже был одним из самых преуспевающих агентов по торговле недвижимостью во всей стране. Представьте, что это значит для парня, который начал карьеру, не имея хорошего костюма. Я говорю об этом для того, чтобы показать, неважно, насколько вы "чайник" в том деле, за которое беретесь Научиться можно всему — продавать, убеждать и общаться с людьми. в.
Для кого написана книга Я написал Умение продавать для "чайников " не только для тех, кто работает в сфере торговли и стремится усовершенствовать свои профессиональные качества, но и для всех, кто с помощью умения продавать хочет изменить свою жизнь к лучшему Для вас — если вы только начинаете свою карьеру или ищете способ повысить квалификацию. Для вас — если вы безработный и хотите найти свое место под солнцем; или у вас есть работа, но вы мечтаете о повышении. Для вас — если вы подросток и жаждете произвести впечатление на взрослых; или если вы уже взрослый и хотите, чтобы окружающие считались с вашим мнением. Для вас — если вы учитель и ищете пути к сердцам своих подопечных; или если вы родитель, которому трудно найти общий язык со своими детьми. Для вас — если у вас есть идея, которая может осчастливить все человечество, или если вы просто хотите улучшить свои отношения с окружающими. Студенты (так я называю всех, кто посещает мои семинары, независимо от возраста) рассказывают, как с помощью моих приемов им удается получать согласие членов семьи буквально по всем вопросам Кому-то из студентов обретенное умение продавать помогло удачно продать самих себя — и получить более интересную и высокооплачиваемую работу. Маленькие секреты, которые я раскрываю в своих лекциях, полезны и в повседневной жизни — узнайте их, и вы можете рассчитывать на обслуживание по высшему разряду повсюду и никогда не прогадаете при заключении сделок В качестве бесплатного приложения рекомендую использовать основные принципы и тактику продажи в личной жизни: многим студентам удавалось таким образом улучшить отношения с друзьями, коллегами и собственной семьей. Как пользоваться книгой Процесс продажи представляет собой последовательность этапов. Каждому такому этапу посвящена соответствующая глава этой книги. Можно читать все подряд от начала до конца, а можно просмотреть оглавление и начать с той главы, которая покажется вам самой интересной. Прочтите ее не спеша Затем снова поищите что-нибудь, что может заинтересовать вас. Эта книга состоит из шести частей. Каждая часть содержит главы, в которых общая тема части рассматривается более подробно. ????? I. ?????? ????????? В этой части вы узнаете, что можно считать продажей, а что нет Я рассматриваю примеры продажи в разных аспектах повседневной жизни Миллионы людей ежесекундно вступают в отношения купли-продажи. Часть I научит вас распознавать ситуации, связанные с продажей, и извлекать из них пользу. в.
????? II. ???????? ??????? ??? ??????? ????????? В продаже, как и в любом деле, важна подготовка — без нее вам не достичь успеха ни в обычной продаже товаров и услуг, ни в ведении переговоров, ни в попытках убедить других в своей правоте. В этой части я рассматриваю этапы подготовки, которая даст вам преимущества перед остальными и поможет чаше слышать "да", чем "нет". ????? III. ??? ??????? ????????????! Не останавливайтесь на достигнутом. Вы уже обладаете некоторыми навыками продажи, поскольку продажа — это то, с чем вы сталкиваетесь ежедневно Но у вас есть возможность развить эти навыки Тогда вы усилите свои позиции при ведении переговоров и заключении сделок и непременно склоните собеседника на свою сторону. ????? IV. ???????????? ??????? Если ваша цель — основать собственное дело или сделать блистательную карьеру, эта часть для вас Потому что от всех остальных вас отличает желание добиться большего. Обычный человек ни к чему особенно не стремится, а такие, как вы, каждый свой шаг рассматривают как возможность подняться выше. Для вас не существует больших потерь Но помните, что вы создаете не только и не столько собственное дело, сколько взаимоотношения, потому что это важнее и приносит куда большее удовлетворение. ????? V. ??? ??????, ???? ?? ??????? ????????? Неприятности — неизбежная часть нашей жизни. Научитесь быть к ним готовым, спокойно принимать и преодолевать их. Эта часть книги научит вас мириться с провалами и не позволять им выбивать вас из колеи Кроме того, здесь вы узнаете о том, как тратить время с пользой и как контролировать ситуацию, чтобы мелкие неприятности не портили вам жизнь. ????? VI. ???????????? ??????? В небольших главах этой части вы найдете краткие рассуждения об искусстве продажи и об умении убеждать. Я рекомендую читать их в свободную минуту.
????? I ?????? ????????? 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В этой части .. Рассказывается о продаже как о явлении повседневной жизни Вы убедитесь, что сами все время что то продаете, даже не отдавая себе отчета в этом В главе 2 описаны основные навыки, которыми должен обладать всякий, кто пытается что-либо продать или в чем-нибудь убедить Глава 3 посвящена применению этих навыков в обычной жизни
????? 1 ????? ?????????, ?? ???? ?????? ?? ????????? Ва/Ной главе... > Продажа в повседневной жизни > Роль рекламы в торговле > Кто участвует в продаже > Этим занимается каждый Я не смог бы написать книгу по вопросам продажи, не посвятив, как минимум, од-ной главы определению рассматриваемого предмета Продажа занимает в жизни практически каждого человека настолько важное место, что вам просто необходимо иметь о ней четкое представление Так или иначе мы почти ежеминутно что-то продаем и покупаем. Осознание этого факта поможет вам извлечь максимум пользы из всех тех знаний, которые вы приобретете, если дочитаете эту книгу до конца Продажа — это не всегда то, что Вы думаете Говоря по-научному, продажа — это процесс передачи товаров и услуг из рук того, кто эти товары и услуги производит, в руки того, кто сможет извлечь из их применения свою выгоду. Продажа сопряжена с искусством убеждения (им должна владеть продающая сторона). Здесь приходят на помощь полиграфические, аудио- и видеосредства, которые подают отдельно взятый товар или марку фирмы как нечто, жизненно необходимое покупателю Оторвитесь на секунду от книги и оглянитесь вокруг. Вы увидите сотни, если не тысячи предметов вокруг вас, которые были когда-то проданы и куплены Даже если вы сидите в диком лесу в костюме Адама, процесс купли-продажи вас не миновал' иначе как бы оказалась в ваших руках эта книга? Ну, а если вы презираете окружающий вас материальный мир, покопайтесь в своей душе. Во что вы верите и почему9 Потому, что в детстве кто-то — например, ваши родители, — преподнесли вам свою систему духовных ценностей А ваш учитель — разве не он всучил вам убеждение, что 2х2 = 4? Не сами же вы до этого додумались' Надеюсь, что все вышесказанное заставит вас взглянуть на процесс продажи другими глазами И, заметьте, — никакого нажима в виде фактов и цифр Опытный продавец никогда ничего не навязывает Он незаметно подталкивает вас к совершению сделки, задавая вопросы, заставляющие вас по-другому взглянуть на предлагаемый предмет
Продажа начинается с рекламы Вы, конечно, знаете, что рекламные ролики и шоу, которые с утра до вечера передаются по радио и телевидению, являются частью процесса продажи. Но вряд ли вы осознаете, сколь сильно воздействие рекламной кампании. Допустим, вы никогда не пьете кока-колу, но спорю на что угодно: вы без труда напоете мелодию, сопровождающую рекламные ролики этого напитка. Еще приятнее рекламодателю то, что в вашем мозгу надолго запечатлелась картинка (стоимостью миллион долларов), которая идет вместе с этой музыкальной заставкой ведь вы достаточно часто видите ее в блоках рекламы в лучшее эфирное время. Пусть вы не пьете кока-колу; но, если вас попросят купить пару бутылок этого напитка, много ли времени вы потратите, чтобы отыскать ее на полках магазина? Очень мало. Почему? В какой-то степени потому, что бутылки с кока-колой занимают обычно лучшие витрины. Но главная причина в том, что вы хорошо знаете, как выглядят эти бутылки. Мы так привыкли к рекламе, что подсознательно стремимся избавиться от нее. Внимание отключается от потока бесполезной информации и включается только тогда, когда появляется нечто, представляющее для нас особый интерес. И это относится ко всем видам рекламы. ?????? ????????? ???? ????? ??????? На улицах большого города рекламные шиты бросаются в глаза на каждом шагу. Со всех сторон наше внимание пытаются привлечь рекламные плакаты разного рода товаров или фирм. Но часто ли им это удается? Не очень. Вернее, все замечают, что на щите одна картинка сменилась другой, но вряд ли кто-то в состоянии вспомнить, какой товар рекламировался на этом месте раньше. Поэтому появление на рынке новой компании сопровождается таким количеством рекламных щитов и другой визуальной информации, что нужно быть слепым, чтобы пропустить это событие. Задача рекламных плакатов, размещаемых на щитах, стенах и просто заборах, — любым способом привлечь наше внимание. Представьте себе, что вы только что проехали мимо яркого, просто кричащего, плаката, рекламирующего самую быструю, дешевую, надежную и, несомненно, лучшую водопроводную службу в городе, какую-нибудь Сантехнику-Плюс. Создавая огромный, как футбольное поле, рекламный плакат, фирма рассчитывает на то, что вы вспомните о ней, если вам вдруг понадобятся услуги соответствующего рода. Означает ли это, что вы уже стали их клиентом? Маловероятно. Но у вас возникло теплое чувство по отношению к заботливой Сантехнике-Плюс, чьими услугами по починке водопровода вы, может быть, никогда не воспользуетесь? Вполне возможно. Что же случится, когда вам действительно понадобятся услуги водопроводчика7 Едва ли вы сразу вспомните о Сантехнике-Плюс Однако, закрутив кран до упора, вытерев лужи и спросив себя, до каких же пор это будет продолжаться, вы откроете телефонный справочник и обратитесь к разделу "Водопровод и канализация". И тут, если фирма Сантехника-Плюс серьезно относится к своему делу, вы снова увидите ее рекламу или, на худой конец, номер телефона. У вас появится приятное чувство, что вы встретили старого знакомого, и вы позвоните, скорее всего, именно туда. Ну, вот, теперь Сантех-нике-Плюс удалось продать вам свой товар' Обычная уличная реклама не перестает совершенствоваться. Для привлечения внимания изобретаются все новые фокусы Как раз позавчера, когда я ехал в аэропорт, один рекламный щит даже заставил меня притормозить Он напоминал огромные вертикальные жалюзи, грани которых, поворачиваясь одновременно, показывали фотографии теледикторов нашего местного канала вместе с номером этого канала.
Эта реклама достигла своей цели — я задержал на ней внимание дольше, чем на любой другой. Что из этого вытекает? В следующий раз, включив городские новости, я буду искать лица ведущих, которые улыбались мне с этого щита. Я буду смотреть их передачи, чтобы выяснить, соответствует ли их стиль столь необычной рекламе Если да, то меня купили, и реклама справилась со своей задачей. ?? - ??????? ??????? Приходило ли вам в голову, что и сами мы являемся частью рекламной кампании офомного числа производителей? Точнее, мы выступаем в качестве продавца их продукции. Вы скажете: "Ну, Хопкинс, это вы уже через край хватили. Я читаю эту книгу, чтобы научиться продавать, а вы мне заявляете, что я уже продавец — да еще работаю на какие-то там фирмы!" Предлагаю небольшой тест, который докажет мою правоту. Загляните в платяной шкаф и посмотрите, сколько предметов вашей одежды содержат разного рода торговые марки — написанные на груди, вшитые в шов кармана, наклеенные сбоку на спортивную обувь. Покупая одежду и обувь, вы платите не только за сам товар, но и за то, чтобы работать ходячей рекламой компаний-производителей. Понятие визуальная реклама — это нечто большее, нежели наклейки, плакаты и рекламные щиты Кто из нас пропустит бесплатную раздачу футболок, шляп или пакетов от фирмы, желающей привлечь покупателя? Сколько бы вы ни зарабатывали, а бесплатное есть бесплатное, кто же от него откажется. Итак, вы принимаете эти подарки, не задумываясь вот о чем тот факт, что вы носите одежду с маркой данной фирмы, позволяет ей (фирме) заявить о себе всему миру. Может быть, вы полагаете, что никто не обращает внимания на фирменные символы, украшающие вашу одежду? Ошибаетесь. Вспомните о моих словах, когда будете читать надписи на футболках и пакетах людей, едущих с вами в одном вагоне метро. ??????? ? ??????? ? ???????? Достаточно бросить взгляд на страницу ежедневной газеты, и на вас обрушится шквал новостей и рекламных объявлений. В большинстве печатных изданий реклама занимает едва ли не половину страниц. Именно поэтому эти журналы держатся на плаву. А вы думали, они существуют благодаря тем деньгам, которые вы заплатили за подписку? Рекламодатели с радостью оплачивают огромные печатные площади, лишь бы донести до вас свои сообщения. Так что вы платите издателям деньги за то, чтобы для вас печаталась реклама, — а не только статьи, которые вы читаете. ??????? ?????? Любое получаемое вами почтовое сообщение, если оно не носит личного характера, — будь то рекламное письмо, бланк заказа или каталог — доставляется в ваш почтовый ящик с единственной целью: что-нибудь вам продать. Компании делают ставку на то, что найдутся люди, которые прежде чем отправить рекламное письмо в мусорный ящик, все же что-нибудь закажут. Вы удивитесь, если я скажу, что на почтовую рекламу отзывается лишь 1 процент получателей. Это означает, что из 100 каталогов только по одному будет сделан заказ. Остальные 99 заканчивают свои путь, ни принеся компании ни цента прибыли. А ведь стоят они недешево, особенно если изобилуют яркими цветными фотографиями! Так почему же количество почтовой рекламы не уменьшается? Причина проста. Если вы хотя бы раз что-нибудь заказали, значит, вы можете сделать это снова. Вы превращаетесь в клиента, и компания будет из кожи вон лезть, чтобы не разочаровать вас.
Чем, вам. поможет умение продавать Умение продавать даст вам то, что литературный талант дал Сирано де Бержераку и Вильяму Шекспиру. Оно сделает для вас то, что для Мэрилин Монро сделала сексуальная привлекательность. Умение продавать поможет вам добиться того, чего с помощью организационных способностей добились величайшие исторические деятели — Авраам Линког1ьн, Франклин Делано Рузвельт и доктор Мартин Лютер Кинг. Какое бы поприще вы ни избрали, умение продавать может возвысить вас. Именно умение (или неумение) продавать определяет разницу между двумя путями — получить-повышение-по-службе/работу/девушку-или-парня-своей-мечты или стать неудачником и все проиграть. Как продать себя, чтобы получить работу Если вам надоела работа, которая заставляет вас мечтать о пенсии, и вы решили поменять ее на нечто более интересное, необходимо научиться продавать Что же здесь можно продать? Себя! А чтобы продать себя, необходимо знать, как найти и выбрать самого выгодного покупателя, как провести рекламную кампанию и как грамотно совершить продажу. Такого рода продажа — самая простая из всех, которые предстоят вам в этой жизни. Ибо кто лучше вас осведомлен о ваших талантах, возможностях и желаниях? Продавая себя в качестве работника (и вообще продавая что угодно), желательно придерживаться семи пунктов, составляющих процедуру продажи. Вот эти пункты, с помощью которых можно продать все. 1. Разведка 2. Первый контакт 3 Оценка 4 Демонстрация 5. Разрешение затруднений 6 Завершение торгов 7 Сбор данных Самое первое, что нужно сделать, — это изменить свое отношение к поиску работы. Посмотрите на эту ситуацию как на процесс купли-продажи. В нем вы играете две роли. Во время собеседования с потенциальным работодателем вы выступаете в качестве продавца и предлагаемого товара одновременно Ваша задача — добиться того, чтобы ваш товар (ваши способности и опыт) совпал с тем, что требуется покупателю. С чего же начать? Хотите верьте, хотите нет, но начинать лучше всего с пункта 1 ???? 1. ???????? 8 нашем случае разведка означает поиск подходящего покупателя на тот товар, который вы можете предложить. Если вы хотите продать себя в качестве рабочей силы, разведка означает поиск подходящего работодателя. На этом этапе вы должны точно знать, работа какого плана доставит вам самое большее удовольствие Слово удовольствие здесь ключевое: если вы не убеждены, что будете испытывать удовольствие от той работы, которую хотите получить, то не сможете с достаточным рвением ее искать, — иначе говоря, эффективно проводить разведку. Гораздо легче добиваться той работы, которая по-настоящему вам интересна, а не той, объявление о которой оказалось в газете самым большим, или той, за которую платят как раз столько (или даже больше), сколько вам нужно для поддержания привычного образа жизни.
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Это своего рода предварительная оценка, проводимая на этапе поиска. Окончательную оценку вы сможете дать после собеседования (интервью), но зачем тратить время на собеседование с фирмой, в которой вы заведомо не хотите работать? Предварительная оценка поможет сузить круг потенциальных работодателей до наиболее вероятных, — так же, как исследование рынка помогает компаниям-производителям определить направления своей деятельности. Множество полезной информации можно почерпнуть из газетных статей, финансовых отчетов интересующих вас компаний и рекламных объявлений. 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 Другой бесценный источник информации — ваши друзья, родственники и деловые знакомые. Сообщите им, какую работу вы ищете, а также названия компании, в которые вы решили обратиться. Послушайте, что они на это скажут. Кто знает — вдруг кто-нибудь из ваших друзей знаком с работником одной из компаний, и тот с удовольствием согласится обсудить с вами ваши предложения. Более подробно я коснусь этого вопроса в главе 13. Далее, ищите в газетах скрытую рекламу по вашему товару. Возможно, по газетным публикациям вы заметите, что той или иной фирме явно не хватает специалиста вашего профиля. Обратитесь к ним: позвоните по телефону или отправьте информацию о предлагаемом продукте. Информацию о продукте в таком случае принято называть резюме. Резюме должно быть составлено профессионально. Скорее всего, ваше резюме будет рассматриваться наряду с другими, тоже профессионально подготовленными. Вы же не хотите выглядеть бедным родственником! Кроме того, имейте в виду: многие фирмы тщательно проверяют данные резюме, так что воздержитесь от упоминания об ученой степени в области ядерной и квантовой физики, если только это не является чистейшей правдой. Если вы нашли подходящее рекламное объявление, беритесь за дело. Побольше энтузиазма! Сделайте все, что нужно, чтобы встретиться с человеком, который будет беседовать с вами по поводу работы. Только перед этим мысленно сядьте в его кресло. Предложение работы, на которое вы откликнулись, может оказаться столь привлекательным, что им заинтересуются сотни человек. Ваш бедный интервьюер будет просто задавлен многочисленными резюме, телефонными звонками и визитами — а ведь вакансий всего одна или две. Вам нужно сделать или написать нечто, благодаря чему ваше резюме или письмо с предложением услуг запомнится. Продажа себя — это составная часть поиска работы. Предлагаю вашему вниманию ряд приемов, которыми многие пользуются. Выберите только то, что подходит к вашей ситуации Хотя рассматриваемый материал — ваше резюме — наверняка похож на все остальные, однако, ваши шансы возрастут, если вы добавите что-нибудь оригинальное. Вложите свою фотографию (стиль одежды должен соответствовать работе, на которую вы претендуете). Наличие в резюме фотографии создаст оттенок доверительности между вами и интервьюером еще до того, как дело дойдет до собеседования. Только помните, что это должна быть одна из последних фотографий, а не снимок, сделанный по окончании института в 1965 году! Допустима некоторая доля юмора по поводу поиска работы или собеседования — но юмор должен касаться только процесса поиска роботы. Будьте осторожны и не используйте выражений, которые могут быть восприняты отрицательно противоположной стороной.
В конце письма с предложением услуг можно процитировать остроумное высказывание или афоризм. Есть множество книг, составленных из цитат о роли лидера, уровнях мастерства, принятии мудрых решений и о прочих предметах, связанных с подбором кадров и приемом на работу. Не пожалейте времени и найдите фразу, которая привлечет внимание и добавит "изюминку" в ваше резюме К письму приложите упаковку жевательной резинки, пару таблеток аспирина или маленькую бутылочку с глазными каплями — сопроводите это кратким замечанием по поводу мучений с подбором кадров Любой из таких подарков показывает, что вы понимаете, как тяжело приходится вашему интервьюеру. Приложите к письму пакетик поп-корна и фотографию кресла с откидывающейся спинкой. В письме намекните, что интервьюер заслуживает нескольких минут отдыха во время переработки информации, — процесс, требующий принятия полулежачего положения.
Предупреждение. Эти советы могут показаться чересчур надуманными, если вы претендуете на место преподавателя или менеджера корпорации, но они срабатывали, когда наши студенты пробовались на должности, требующие творческого подхода и самостоятельного мышления. 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 Чтобы быть уверенным, что ваше имя осталось в памяти интервьюера, на следующий день после того, как отправите резюме, пошлите короткое письмо с благодарностью. Такие письма обязательно читают и, если до этого момента ваше резюме еще не рассматривалось, письмо с благодарностью, возможно, заставит интервьюера отыскать ваше резюме среди сотни других. Вы с самого начала произведете благоприятное впечатление, что повысит ваши шансы получить приглашение на собеседование, — следовательно, пора переходить к следующему этапу. ???? 2. ?????? ??????? Итак, вы нашли нужных людей. Следующий шаг — первый контакт, т.е момент, когда вы с ними встречаетесь. Прекрасно: вы преодолели первый барьер, и вас пригласили на собеседование с потенциальным работодателем. Конечно, вам хочется показать себя в самом выгодном свете, чтобы завоевать симпатию и расположение В первую очередь и вы, и ваш собеседник должны чувствовать себя комфортно. Если вы не ощущаете внутреннего комфорта, вполне возможно, что (каким бы хорошим актером вы ни были) ваш внутренний разлад передастся другой стороне и вызовет ответное чувство дискомфорта. Чтобы преодолеть напряжение первых минут, обеим сторонам надо приложить усилия. Если ваше внутреннее состояние действует на собеседника и заставляет его нервничать, выигрышная ситуация превращается в безнадежную Вы не получите работы, а работодатель будет лишен возможности оценить ваши таланты и способности. 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 Первое и самое важное подумайте, как вы будете выглядеть в глазах своего интервьюера, не зря же говорят' не бывает второго случая произвести благоприятное первое впечатление Если вы не можете придумать, как одеться для собеседования, склоняйтесь в пользу консервативного стиля. Вы должны выглядеть самым лучшим образом, но при этом не ощущать неловкости
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Не одевайтесь так, чтобы невооруженным глазом было видно, насколько вы нуждаетесь в работе. И еще, по логике работодателя, неряшливость в одежде — это неряшливость в делах. С другой стороны, костюм от Армани тоже лучше не надевать, — иначе интервьюер подумает, что вам вообще не нужна работа (исключение составляют случаи, когда вы рассчитываете получить работу очень высокого класса). Дважды подумайте, прежде чем надушиться своими любимыми духами или одеколоном. Лучший девиз здесь — умеренность. Вдруг у интервьюера аллергия на запахи? 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Женщинам стоит тщательно обдумать украшения, которые они наденут на собеседование. В принципе, бижутерия — это красиво и модно. Но она может оказаться неуместной, особенно разного рода "бриллиантовые" тиары и диадемы. Вы же не хотите, чтобы о вас вспоминали как об "этой даме, которая пришла на собеседование в жутких серьгах"! Вам нужно, чтобы запомнились ваши деловые качества и профессионализм. Поскольку интервью — деловое мероприятие, надо уметь пожимать руки, смотреть в глаза и поддерживать беседу. Последний пункт — очень важная часть собеседования. Человек, который принимает вас на работу, потребует от вас не только компетентности, но и навыков общения, умения ладить с людьми. Будьте готовы рассказать о своей предыдущей работе и о своих отношениях в коллективе — этим вы продемонстрируете коммуникабельность и способность работать в команде. Этап 3. Оценка Вам нужно определить, подходите ли вы для работы в этой компании и подходит ли эта компания вам. С вашей стороны дать оценку — значит выяснить, что из себя представляет компания, чем она занимается, как в ней относятся к сотрудникам, — и определить, в какой степени ответы на эти вопросы вас устраивают.
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Предварительную оценку вы должны составить еще до того, как согласитесь на собеседование. Этим вы сэкономите время и себе, и сотрудникам компании. Кое-какие выводы можно сделать еще на этапе разведки, когда вы составляете список компаний, в которых хотели бы работать. Если на этом этапе вы не смогли получить всей нужной информации, выберите подходящий момент во время интервью и задайте интересующие вас вопросы. Из ответов станет ясно, насколько вы и компания подходите друг другу. Интервьюеры ценят инициативных кандидатов. Я советую иметь при себе список минимум из пяти вопросов, ответы на которые покажут, сможет ли данная компания создать для вас приемлемые условия труда. Полезный совет: не спрашивайте о размерах жалованья и льготах. Разумеется, эти две темы вас особенно волнуют, но, продавая себя, заострите внимание на пользе, которую извлечет компания из сотрудничества с вами. Если вы сделаете акцент на том, что вы сможете дать компании, в ответ вы услышите, что компания сможет дать вам. Задайте вопросы, касающиеся вакансии и компании вообще. Узнайте о планах на будущее и перспективах развития компании. Расспросите о производстве. Поинтересуйтесь компьютерами и прочим оборудованием. Уточните свои будущие обязанности.
Если вы выполнили домашнее задание и заранее навели справки о компании, то знаете, какие вопросы задавать. Неважно, какую работу вы хотите получить — в торговле, бухгалтерии или транспортном отделе. В любом случае следует выудить как можно больше информации, и, если вы убеждены, что хотите именно эту работу, спрашивайте обо всем сразу же. Чем профессиональнее звучат ваши вопросы, тем более опытным вы выглядите в глазах интервьюера. Правильно сформулированные вопросы показывают собеседнику, что вас интересует нечто большее, нежели зарплата. Во время интервью вас оценивают. Поэтому следите за тем, какие качества вы демонстрируете. Большинство работодателей ищут работников надежных, лояльных, заслуживающих доверия, умных, компетентных и чуть-чуть простодушных. Видит ли в вас эти качества человек, сидящий напротив? Если вы привыкли скрывать свои эмоции, постарайтесь создать выгодное впечатление хотя бы ответами на те вопросы, которые вам задают. Иногда вдруг оказывается, что вы не чувствуете желания соглашаться на предлагаемую работу (всякое бывает!). Если вам предложили работу, а вы понимаете, что она вам не подходит, будьте честны: поблагодарите интервьюера за потраченное время и прямо откажитесь. Этап 4. Демонстрация 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Демонстрация предлагаемого товара — самого себя — требует основательной подготовки. Постарайтесь отрепетировать с членами семьи или близкими друзьями свои ответы на самые типичные вопросы собеседования. Составьте список тех своих качеств, которые вы считаете самыми ценными для устройства на работу. Затем постарайтесь найти способ проявить эти качества в своих ответах. Например, у вас великолепная память, и вы хотите получить место ответственного секретаря. Но у вас совершенно нет опыта в обработке большого количества телефонных звонков, а вашему потенциальному боссу звонят ежеминутно. Вместо того, чтобы пасовать перед этой армией телефонов или впадать в истерику, сделайте упор на своей замечательной памяти и на способности быстро учиться. Собеседование может пройти так. РАБОТОДАТЕЛЬ (с большим сомнением в голосе): Нам в офис постоянно звонят, знаете ли. И для меня очень важно получать сообщения быстро и без искажений. Насколько хорошо вы знакомы с системой обработки телефонных звонков XYZ? ВЫ (обогащенный знаниями, почерпнутыми из книги Умением продавать для "чайников "): Мне не приходилось работать именно с этой системой, но я все схватываю на лету. Если вы хотите узнать, насколько хорошо я умею обрабатывать телефонные сообщения, можете спросить моего прежнего начальника. Его всегда удивляло, что я начинаю узнавать голоса клиентов уже после второго-третьего звонка. Проанализируем ситуацию. Вы пропускаете мимо ушей беспокойство интервьюера о системе XYZ, потому что уверены, что сможете быстро ее изучить, и тут же предлагаете аргумент в свою пользу. Кто же откажется от секретаря или помощника с отличной памятью? Чтобы продемонстрировать надежность, расскажите интервьюеру какой-нибудь случай из вашей прежней деятельности или просто из своей жизни. Если в детстве вы были командиром отряда скаутов, это о чем-то говорит, верно? Даже если вы были не командиром, а просто членом отряда, вокруг вашей персоны уже создается ореол стойкости и надежности. Найдите способ донести это до собеседника. Можете упомя-
чуть дружеские отношения, которые вы поддерживаете с коллегами по прежней работе, или рассказать, как часто ваши знакомые обращаются к вам за помощью Круг лиц, занятых в некоторых отраслях, очень ограничен, и сотрудники кочуют из компании в компанию целыми группами Покажите, что вы не из их числа, что ищете перспективную работу, — и ваши шансы получить место возрастут ???? 5. ?????????? ??????????? Что делать, если в предлагаемой работе обнаружатся какие-либо отрицательные стороны или у вас возникнут возражения9 В этом случае изложите свою позицию в простой форме, по возможности без излишних эмоций Если на вашем попечении 95-летняя бабушка и вам нужно заранее договариваться с сиделкой на выходные, объясните это интервьюеру Если вы член футбольной команды и все время разъезжаете по турнирам, подумайте, что для вас важнее, — продолжение спортивной карьеры или возможность получить работу 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Если вы уйдете от обсуждения своих проблем во время собеседования, то неизбежно столкнетесь с ними, если согласитесь на предлагаемую работу Я всегда советую студентам выявлять и устранять любые проблемы, которые могут возникнуть между "покупателем" и "продавцом" Делать это следует по возможности на стадии демонстрации ???? 6. ?????????? ?????? Если вы надлежащим образом провели поиск работы, затратили достаточно времени на подготовку и точно следовали инструкциям, изложенным в предыдущих пунктах, то, скорее всего, получите работу Прекращение торгов, естественным образом, должно следовать за разрешением затруднений Если вы очень хотите получить эту работу, а вам ее не предлагают, попросите сами И не паникуйте Не нужно превращаться в настоящего уличного торговца, любыми средствами пытающегося всучить товар Иногда для получения работы достаточно спросить "Когда я могу приступить9" В этот момент, если только вы уверены, что можете дать им то, что нужно, надо перехватить инициативу и переходить в высказываниях и вопросах на уверенный тон ???? 7. ???? ?????? (???? ?????) Это означает получение сведений о тех, к кому еще вы можете обратиться с предложением своего товара 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Если по каким-то причинам вы и ваш интервьюер сошлись во мнении, что данная работа — не самое лучшее, что вы можете получить, и при этом очевидно, что вы произвели хорошее впечатление, не торопитесь прощаться и уходить Задержитесь на несколько минут, чтобы, как подобает профессионалу, включить интервьюера в агентурную сеть, с помощью которой вы ищете работу (об этом я уже рассказывал на этапе 1, посвященном разведке) Возможно, работа для вас найдется в этой же компании Вполне вероятно, что ваш интервьюер знает, в каких фирмах нужны сотрудники вашего профиля Никогда не отказывайтесь от возможности расширить свою агентуру И сразу же после того, как расстанетесь с интервьюером, оставьте для него письмо с благодарностью После этого можете быть уверены, что в ближайшие несколько дней о вас будут помнить, и — кто знает' — может быть, за это время подвернется что-нибудь подходящее
Как получше продать себя в новом коллективе Если вы недовольны тем, как вас встретили в новом коллективе, вам предстоит изрядно попотеть, и не просто над освоением новой работы Ваш шеф и коллеги проявят вполне закономерное любопытство к вашей персоне, а не только к вашим спо собностям в качестве, скажем, программиста Они захотят узнать о вашей семье и ув лечениях, о любимых блюдах, духах и магазинах — словом, обо всем Не сочтите это вторжением в вашу личную жизнь На самом деле коллеги просто стараются определить, что у вас с ними общего Если вы окажетесь таким же, как они, то вас полюбят, и все образуется Если же вы сильно отличаетесь, то им потребуется какое то время, чтобы привыкнуть к этому, и время вашей популярности в коллективе несколько ото двинется А пока не торопитесь заводить разговоры о последних научных статьях об НЛО или сообщать, что обожаете нюхать кофейную гущу
21 ??????? ?????????? ? ?????????? 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Самый лучший способ сделать это — использовать свой опыт продажи Чтобы спланировать "торговлю", нужно тщательно исследовать ситуацию и составить собственное мнение обо всем, что вы видите Для выработки плана действий требуются наблюдательность и определение своей пози ции Когда вы приходите на новую работу или вливаетесь в незнакомый коллектив, главное — не торопить события Кто знает, что происходило до вашего появления и как это может отразиться на отношении к вам Возможно, вы заняли место человека, который был душой коллектива, уво лился по личным причинам, и все об этом сожалеют Поэтому потребуется время, чтобы сотрудники смирились с потерей и начали относиться к вам так, как вы того заслуживаете ????????? ??????? - ????????? ???????? Разработайте собственную систему для запоминания имен сотрудников и их отличительных особенностей Увидев человека во второй раз, называйте его по имени (или по имени-отчеству) Для некоторых людей большое значение имеет сам факт, что вы запомнили, как их зовут Это позволяет им ощутить собственную значимость, запоминайте имена — это всегда производит благоприятное впечатление Можете сделать комплимент по поводу "дивной броши" или 'шикарного галстука", которые были на вашем собеседнике, когда вы с ней (с ним) познакомились Расспросите о при-
зах, которыми украшен офис. Что в этом плохого? Означает ли это, что вы льстец и подлиза? Нет, надо только соблюдать меру. Такое поведение показывает, что вы проявляете к своим коллегам искренний интерес и что они занимают в вашей жизни важное место. Люди гордятся своими достоинствами, иначе они бы их не демонстрировали, — каждому в душе хочется, чтобы его оценили и похвалили. Как и прочие научные премудрости, поначалу все эти приемы могут показаться надуманными и ненатуральными. Удивительно: они действительно надуманны, но только до того момента, пока вы не научитесь ими пользоваться! Знайте, что со временем они станут частью вашего стиля поведения и их применение будет естественным и для вас, и для окружающих. Если вы скупитесь на комплименты, похвалы и благодарности, о вас будут говорить как о сухаре и эгоисте. Поэтому не бойтесь проявлять любезность по отношению к новым коллегам, пусть это и непривычно вам поначалу. Следуйте нескольким правилам этикета, и вы быстро преодолеете первое смущение. Не говорите вещей, в которые не верите. Неискренность всегда написана на лице. Говорите комплименты и расточайте похвалы в подходящее для этого время, т.е. 24 часа в сутки В конце концов, вы забудете и то, чем был вызван комплимент, и то, что ваше восхищение вам самому показалось искусственным Постарайтесь предвидеть реакцию на вашу похвалу. Если вы не можете сказать наверняка, как ваше одобрение будет воспринято всем коллективом, похвалите коллегу с глазу на глаз Не поднимайте слишком много шума по поводу своих комплиментов. Сказав что-нибудь приятное, выслушайте благодарность и возвращайтесь к работе.
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Не обдумывайте комплименты слишком долго — ведь подходящий момент может ускользнуть. Решив выразить кому-то благодарность, сделайте это не откладывая Если вы не сильны в эпистолярном жанре, выразите свою благодарность в устной форме. Вам трудно говорить с человеком с глазу на глаз? Воспользуйтесь телефоном! В крайнем случае запишите свое "спасибо" на автоответчик или отправьте его по электронной почте. Последние два варианта даже оригинальны: ведь автоответчик и электронная почта обычно не доставляют ничего, кроме сухой деловой информации. Ключевой подход здесь таков: человек учтет, сколько времени вам потребовалось на то, чтобы поблагодарить или выразить одобрение, и отреагирует соответственно. После того как вы достаточно попрактикуетесь в письменных и электронных благодарностях, ваши коллеги станут вызывать вас в коридор и с улыбкой благодарить за оценку их достоинств Они почувствуют, что вы близки им, — а это значит, что они станут более открыты при обсуждении профессиональных вопросов. Следовательно, вы их завоевали' С помощью простых приемов, не выходящих за рамки здравого смысла и этики, вы добьетесь всего, чего хотите. Как продаваться там, где Вы работаете Итак, вы уяснили значение благодарности и признательности в новом коллективе. Ну, а если вы не хотите менять работу? Если вы счастливы там, где вы есть, но хотите предстать в более выгодном свете9 Воспользуйтесь советами, приведенными в преды
дущей главе, и заставьте начальника и сотрудников изменить свое мнение о вас. При ежедневном контакте общение с коллегами становится рутиной. Вы ведь давно знаете, что они хорошо работают! В конце концов, вы трудитесь бок о бок много лет, и они должны бы догадываться, что вы цените их работу, верно? Нет! В корне неверно! Большинство сотрудников моей небольшой фирмы работают со мной больше 10 лет. Мне повезло — нам удалось создать команду профессионалов, которые понимают достоинства и недостатки друг друга и, тем не менее, получают удовольствие от общения. У нас на работе царит непринужденная дружеская атмосфера, несмотря на то, что каждый основательно загружен работой. А знаете, что мне больше всего нравится? Говорить своим сотрудникам, что каждый из них оказывает влияние на сотни тысяч студентов в год. Тот Hopkins International — это не только я. Конечно, моя роль велика, и на вывеске фирмы стоит мое имя, но я не смог бы делать того, что делаю, и на таком высоком уровне, если бы за моей спиной не было надежной команды. И, хотя в ее составе почти одни чемпионы, я знаю, что они станут работать еще лучше, если их оценивать по достоинству. 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Поэтому никогда не исходите из предположения, что Мэри знает, насколько хорошо она справляется с продажей — понижая цены и повышая качество. Не надо считать, что Джон понимает, как высоко вы цените его способность расширять круг клиентов. Вы поступаете разумно, используя чужие таланты с максимальной отдачей. А если при этом вы не забываете еще и выражать признательность Мэри и Джону за вклад, который они вносят в общее дело, то вас можно назвать мудрым руководителем. Когда человек знает, что вы цените его работу, он из кожи вон лезет, чтобы помочь вам или оправдать оказанное доверие. Он сквозь стену пройдет, если нужно. 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Было бы заблуждением считать, что хвалить чью-то работу может только начальник. Нет, это может и даже должен делать каждый. Ведь что такое похвала? Способ дать почувствовать человеку его значимость. Вам нравится выражать одобрение другим, и — смотрите-ка! — вас тоже начинают хвалить! Разве это не замечательно? Как сказал поэт, что ты отдал — то твое. Я тысячи раз сталкивался с такой ситуацией и в личной жизни, и в бизнесе Почему бы вам не стать зачинателем добрых традиций в своем коллективе? Кто же на самом деле продавец? - Каждый! Это очень просто. На вопрос "Кто же на самом деле продавец?" ответ один: веемы продавцы. Кто не продает, тот не существует. В каком-то смысле практически каждый день вы в том или ином качестве участвуете в разных торговых сделках. Можете называть эти сделки как угодно и вообще не считать их куплей-продажей, но факт остается фактом. Например, вы убеждаете мужа отложить в сторону газету или пульт дистанционного управления, чтобы спокойно обсудить ваши общие проблемы; а может быть, вы ведете переговоры о приобретении земельного участка стоимостью несколько миллионов долларов — сделка довольно крупная. Вы пытаетесь внушить своему сыну желание носить чистую одежду. Вы уговариваете сестру отправиться на обед в ваш, а не в ее любимый ресторан. Другое дело, что вы приглашаете ее обедать для того, чтобы не платить по счету. Однако иногда в таких ситуациях вы оказываетесь в роли покупателя. Вы участвуете в купле-продаже и в том случае, если вы — супруг, которому больше нравится читать газету, чем обсуждать семейный бюджет, или ребенок, желающий носить такую одежду, какая ему по душе, или сестра, предпочитающая обедать в своей любимой пиццерии.
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Мне бы хотелось, чтобы вы знали: даже если вы покупатель, без навыков продажи не обойтись. С их помощью вы будете лучше владеть ситуацией, когда кто-то другой пытается навязать вам свое решение относительно того, как поступить или что на себя надеть. Вы сможете отстоять свои права, не вызывая открытой конфронтации. Вот перед нами надутое личико пятилетнего малыша, еще секунда — и брызнут слезы. он пытается убедить родителей купить ему игрушку. Этот ребенок уже торгует — на полную катушку. Если мама с папой откажутся, он применит первый принцип продажи. Он будет спрашивать- "Почему, мам? Ну, папа, ну, почему?". Мальчуган старается заставить родителей перейти от "нет" к "да". Взгляните на подростка, который просит позволить ему вернуться попозже, пойти в кино или покататься на машине. Он торгуется. Или взять юную студентку, пытающуюся завоевать сердце первого красавца факультета, избалованного женским вниманием, — она пускает в ход весь арсенал заправского торговца Актеры и актрисы Приходилось ли вам задумываться о необычайных способностях в области продажи, присущих актерам9 Это же продавцы-профессионалы, они только прикидываются, что играют' Посмотрите, сколько специальных приемов они используют Актеру нужно продать самого себя Для начала он должен убедить себя, что для исполнения данной роли у него есть все, что нужно Он должен убедить театрального агента, что он (актер) — весьма ценный и выгодный товар Актер должен убедить режиссера-постановщика, что он подходит для этой роли Он должен убедительно играть свою роль, чтобы вы и я приняли его а трактовку исполняемого персонажа Как в любой ситуации купли-продажи, доход актера и его личная жизнь прямо пропорциональны уровню его компетентности в четырех перечисленных областях. Печально то, что, если актер популярен, публика обычно считает, что успех к нему пришел сам собой — повезло, мол, парню Трудности, которые испытывал артист в начале своей карьеры, как правило, никому не известны, если только какой-нибудь журналист не вытащит их на свет. Многолетний опыт продажи — вот что сделало нашего кумира тем, кем он стал Люди, которые с улыбкой подают Вам обед Теперь я хочу перейти к совершенно другой профессии — к работникам ресторана. Все мы слышали немало историй о том, как начинающие актеры и актрисы подрабатывали в ресторанах, чтобы продержаться на плаву в отсутствие ангажемента. Получить такую работу несложно. Особой подготовки не требуется. Можно заработать неплохие деньги. Владельцы ресторанов не рассчитывают на то, что вы решите навсегда посвятить себя работе официанта, поэтому уволиться из ресторана тоже не составляет проблемы. Так что же связывает эти две профессии? Что делают официанты? Просто принимают у вас заказ и приносят пищу или пытаются продать вам удовольствие от време-
ни, проведенного за обедом? Два этих варианта вызывают достаточно различные ассоциации. Опытный официант не просто предлагает сделать заказ, а описывает богатый выбор напитков, закусок, горячих блюд и десертов. Почему9 Потому что он знает, как продавать, а тот, кто имеет хотя бы небольшой опыт' продажи, наверняка получает больше чаевых. 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Был такой случай. Дочь одного из моих студентов, Кристен, научилась искусству продавать, путешествуя с отцом в автомобиле, когда тот прослушивал кассету с нашим аудиокурсом Будучи старшеклассницей, она подрабатывала в ресторане. Как новенькой, ей дали меньше столиков, чем другим, но, к удивлению остальных официантов, она получала гораздо больше чаевых. И дело было вовсе не в том, что она была молоденькой приветливой блондинкой с хорошими манерами В чем же был ее секрет? Кристен никогда не спрашивала своих клиентов, будут ли они заказывать десерт; она исходила из предположения, что будут Она спрашивала, какой десерт или какое мороженное им подать При этом она, конечно, улыбалась Неудивительно, что ее клиенты заказывали больше, чем клиенты других официантов А чем больше счет, тем выше чаевые. Поэтому, обслуживая меньше столиков, Кристен зарабатывала довольно много, и при этом ей не приходилось, как другим официантам, из кожи вон лезть, чтобы получить маленькие чаевые с огромного количества клиентов Умение продавать помогло ей извлекать максимум прибыли при минимуме усилий. Юристы умеют подготовить сцену для торговли Законникам всякого рода искусство продавать необходимо как воздух Торговля требуется им не только для ведения бизнеса, но и для убеждения суда и судей в невиновности своего клиента. Адвокат должен суметь завоевать доверие перепуганного свидетеля, чтобы тот дал показания, которые могут существенно повлиять на ход дела Адвокат указывает своему клиенту, как лучше всего составить заявление Он торгуется с судьями, убеждая их забыть о том, что они должны действовать беспристрастно и руководствоваться только фактами дела и соответствующими статьями закона 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Важнейшими составляющими искусства продавать для юристов являются организация основного места действия, т.е зала суда, и сценарий поведения. Преуспевающие законники хорошо знают, где они должны находиться во время суда, когда сделать паузу и когда повысить или понизить голос, чтобы завладеть вниманием судей, как использовать язык жестов, чтобы повлиять на решение, и как сохранять хладнокровие и держать под контролем весь судебный процесс. К сожалению, будучи профессиональными торговцами, юристы стремятся создать положительный образ своему клиенту всегда, даже когда тот виновен в совершении преступления Если вы когда-нибудь попадете в число присяжных заседателей, у вас будет возможность понаблюдать, какие представления разыгрывают адвокаты обеих сторон Если им не удастся продать свой товар, они проиграют дело А адвокат, который часто проигрывает дела своих клиентов, карьеры не сделает Политики продают и продаются Если вам не противно, давайте поговорим о политиках Когда я заявляю, что политики — это профессиональные продавцы, мои слушатели обычно пожимают плечами. Но все-таки уделим им внимание, единственная стоящая вещь, которой политики
могут нас научить, — это искусство давать обещания. Сколько раз кандидаты обманывали своих избирателей, обещая добиться снижения налогов, — и, будучи избранными, голосовали за утверждение нового бюджета с увеличенной расходной частью. 0100090000033806000000001606000000000400000003010800050000000b0200000000050000000c0298008400040000000701040016060000430f2000cc000000980084000000000098008400000000002800000084000000980000000100010000000000e00b0000292e00002c2e0000020000000200000000000000ffffff00fffffffffffff8000003fffffffffffff0200000ffffffffffff800000007ffffffffffff0a46200fffffffffffe000000000ffffffffffff0000000fffffffffff00039c000007ffffffffff06cf800ffffffffff800fffe01c001ffffffffff0000000fffffffffc007fffe03f4007fffffffff0000000fffffffff001ffffc03ff001fffffffff0cf8030ffffffffe00fffffc07ffe00fffffffff063d402ffffffff807fffffc07fffc07ffffffff0ffc001fffffffc01ffffffc0fffff00ffffffff0ffc0fffffffff807ffffffc0fffffc03fffffff0ffc000ffffffe01fffffff80ffffff81fffffff0ffc0ffffffffc03fffffff80ffffff80fffffff0ffc070ffffff80ffffffff80ffffffe03ffffff0ffc0ffffffff03ffffffff81fffffff01ffffff0ffc03efffffe07ffffffff03fffffffc0ffffff0ffc0fffffffc0fffffffff03fffffffe03fffff0ffc0fffffff01fffffffff03ffffffff03fffff0ffc0fffffff03ffffffffe03ffffffffc0fffff0ffc0ffffffc0fffffffffe03ffffffffe0fffff0ffc0ffffffc1fffffffffe07fffffffff03ffff0ffc0c1ffff83fffffffffc07fffffffff83ffff0ffc0ffffff07fffffffffc0ffffffffffc1ffff0ffc00ffffe0ffffffffffc0ffffffffffe0ffff0ffc0fffffc1ffffffffffc0fffffffffff0ffff0ffc0fcfffc3ffffffffff80fffffffffff87fff0ffc0fffff87ffffffffff81fffffffffffc3fff0ffc0fffff07ffffffffff01fffffffffffc3fff0ffc0fffff0fffffffffff01fffffffffffe1fff0ffc007ffe1fffffffffff03ffffffffffff0fff07fc0ffffc1fffffffffff03ffffffffffff87ff07fc019ffc3ffffffffffe03ffffffffffff83ff03fc0ffff83ffffffffffe03ffffffffffffc3ff03fc0ffff07ffffffffffc07ffffffffffffc1ff01fc000ff0fffffffffffc07ffffffffffffe0ff01fc0ffff0fffffffffffc07ffffffffffffe0ff00fc0fffe1fffffffffffc07fffffffffffff0ff00fc007fc1fffffffffff80ffffffffffffff07f00fc0fffc3fffffffffff80ffffffffffffff07f007c0fffc3fffffffffff80ffffffffffffff83f007c0c0f83fffffffffff80ffffffffffffffc3f003c000f87fffffffffff01ffffffffffffffc3f003c0fcf07fffffffffff01ffffffffffffffc1f003c07cf07fffffffffff03ffffffffffffffe1f0037403f0fffffffffffe03ffffffffffffffe1f0000000f0fffffffffffe03fffffffffffffff0f0000000e1fffffffffffe03fffffffffffffff0f0000000e1fffffffffffc07fffffffffffffff0f0000000c3fffffffffffc07fffffffffffffff870000000c3fffffffffffc0ffffffffffffffff870000000c3fffffffffffc0ffffffffffffffff870000000c3fffffffffffc0ffffffffffffffff87000000083fffffffffff81ffffffffffffffffc3000000083fffffffffff81ffffffffffffffffc3000000087fffffffffff00ffffffffffffffffc3000000087fffffffffff00ffffffffffffffffc3000000087fffffffffff007fffffffffffffffc300000008ffffffffffff001fffffffffffffffc300000008fffffffffffe0007ffffffffffffffc100000000fffffffffffe0303ffffffffffffffe100000000fffffffffffe0300ffffffffffffffe100000000fffffffffffc03c07fffffffffffffe100000008fffffffffffc00c01ffff001ffffffe100000008fffffffffffc033003ff80000ffffff100000000fffffffffffc032300c0000003fffff100000008fffffffffff804c5c0000ccc80ffffe100000008fffffffffff80c888c00408c80ffffe100000008fffffffffff8033333032332303fffe100000008fffffffffff0022333330012303fffe100000008fffffffffff00cccccccc4c8cc1fffe100000008fffffffffff00c4c8cccc040801fffe100000008ffffffffffe0323323330332320fffe300000008ffffffffffe0331322330132300fffe3000000087fffffffffe03cccccccc4cc8887ffe3000000087fffffffffc03ccc4cccc0440083ffc3000000087fffffffffc03312333333303223ffc30000000c7fffffffffc03300333203300031ffc30000000c7fffffffffc06ccc8cccc4c8ccc1ffc30000000c3fffffffffc0cccc8c8ccc000881ffc30000000c3fffffffff8033213133f3320330ffc30000000c3fffffffff8033210131d3120130ff870000000c3fffffffff00c4cc8ccccc088c8c7f870000000e3fffffffff00c4cc8cc84c00880c7f8f0000000f1fffffffff01b3103333230232327f8f0000000f1fffffffff0133001133000000207f0f0000000f0fffffffff00cc0ccc4cc008c8c03f0f0000000f0ffffffffe00c404cc0c4800c0003f0f0000000f0ffffffffe0333303331303322323e1f0000000f87fffffffe0313300111100000003c1f0000000f87fffffffc04ccc4cc8ccc408c8c1c3f00000007c3fffffffc0cc8c4cc844c0000881c3f00000003c3fffffffc073311133310332323183f00000003c3fffffffc071302033330332003007f0000000fe1fffffff80cccc4cc4c4cc0cccd807f0000000fe0fffffff80cccc04c44cc000cc080ff0000000ff0fffffff01fb30333333310333300ff0000000ff07ffffff013310333031110223201ff00000000f87ffffff00cccccccccc0080ccc81ff00000000783ffffff00cc44cccc0000000c0c3ff00000000fc3fffffe03bb33333000000013343ff00000000fe1fffffe033b003310007fe002343ff00000000fe0fffffe04cc0cccc07ffffc0ccc3ff00000001ff0fffffe04ec0cc0c1fffffe048c3ff00000001c787ffffc03b3133303ffffff83333ff0000000107c3ffffc003300100fffffffc1223ff0000000007c1ffffc004ec4cc1fffffffe0cc3ff0000000007e0fffff004cc4443ffffffff8403ff000000000ff07fffffc11b3303ffffffff8331ff000000003ff83fffffe0103107ffffffffc111ff00000000fc7c1ffffff0444c0fffffffff80c9ff00000001f83e0ffffff8040c1fffffffff0009ff00000003f03f03fffffe01003ffffffffe0c31ff0000000fe07f03ffffff8000fffffffffc1e01ff0000000fc0ffc0fffffff001fffffffff03f00ff0000000f80ffc07ffffffc03ffffffffe07f80ff0000000e001ff03fffffffffffffffffc0ffc0ff0000000c000ff80fffffffffffffffff01fff0ff000000080008fc03fffffffffffffffe03fff0ff0000000800007f01fffffffffff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Не нужно быть семи пядей во лбу, чтобы увидеть, как часто политики противоречат сами себе, но я вовсе не стараюсь внушить вам мысль, что все политики двуличны. Этот стереотип так же неверен, как и расхожее представление о продавцах, с которым мне приходится сталкиваться в течение всей моей сознательной жизни. Однако на примере политиков удобно проиллюстрировать мысль о том, что всегда лучше давать конкретные обещания, которые можно выполнить в разумный период времени и с достаточной степенью вероятности. Почему мы связываем свои надежды с теми или иными политическими деятелями9 Почему мы голосуем за них? Потому что они убедили большинство тех, кто идет голосовать, что они (политики) могут и будут выполнять ту работу, которой требуют от них избиратели. Как они этого добились? Они нащупали ваше больное место — проблемы, которые вас волнуют больше всего, например экология, преступность, семья и пр. На этих проблемах политики строят свои платформы, давая на ваши вопросы как раз те ответы, какие вы хотите услышать. Поскольку они соглашаются с вашим мнением, вам кажется, что они такие же, как вы, и это главная причина, почему вы за них голосуете. Благодаря тому, что политики владеют опытом продажи и используют его, они без труда убеждают вас отдать им все, чего они хотят. Родители - наши самые главные продавцы Матери и отцы используют искусство продажи практически ежеминутно. В лучшем случае они продают друг другу и детям свое отношение, рассчитывая получить в ответ такое же отношение к себе. Каждый день родители воздействуют друг на друга с помощью убеждения, лести, поучений и внушения. Если бы существовал список навыков, владение которыми необходимо для воспитания детей (так же, как и другими видами купли-продажи), то он бы начинался именно с этих четырех методов. Словами или примером родители неустанно предлагают своим отпрыскам собственные ценности и принципы. Они убеждают или принуждают детей есть именно то, а носить непременно это, они учат, как поступать, с кем дружить, как утвердить себя в коллективе — и тысячам других вещей, которые дети должны знать, чтобы вырасти счастливыми, здоровыми и благополучными. Знание принципов продажи поможет родителям уменьшить количество стрессов, неизбежных при выполнении этой нелегкой задачи. Дети - большие специалисты по продаже Дети — вот кто лучше и последовательнее всех использует искусство торговли. Вы, я полагаю, знаете об этом, поскольку тоже когда-то были ребенком. Припомните, приходилось ли вам когда-нибудь желать чего-нибудь так сильно, что вы просто на все были готовы? Например, первый двухколесный велосипед или симпатичного хомячка? Вы, наверное, умоляли всех своих друзей и родственников, которые могли подарить вам то, что вы просили Может быть, вы даже обращались к посторонним — ко всем, кто мог помочь вам получить желанную вещь. Вы наверняка отыскали магазин, в котором самый широкий выбор велосипедов и самые низкие цены, или зоомагазин, где приветливая продавщица охотно объясняла, как лучше ухаживать за хомячком. После этого методом проб и ошибок вы изобрели способ постоянного напоминания о своей просьбе (в мягкой форме, разумеется) ро де
дителям и родственникам, которые упорно делали вид, что плохо слышат или страдают избирательной забывчивостью. В результате побеждал тот, кто лучше владел искусством продажи; надо думать, в стойкости и упорстве вы превосходили своих родителей Ведь обычно вы получали то, о чем мечтали' Если этот пример не вызвал у вас никаких воспоминаний или у вас нет детей, присмотритесь как-нибудь в магазине к чужому ребенку. Мало найдется малышей, которые, войдя в отдел игрушек, не кинутся к предметам, предусмотрительно расставленным продавцами на нижних полках Очень соблазнительно, не правда ли9 Теперь приготовьтесь вам предстоит увидеть продавцов-профессионалов, что называется, в деле (речь, конечно, идет не о работниках прилавка) Просто послушайте, что будут говорить маленькие хитрецы, и посмотрите, как они будут действовать, убеждая папочку, мамочку или дорогую бабулечку купить им понравившуюся игрушку 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Когда мои дети были еще совсем маленькими, мы придумали афоризм "Не продашь — не проживешь" Искусству продажи я начал обучать своих детей сызмальства, и сегодня мы пожинаем плоды этих замечательных уроков. Теперь по той же системе воспитываются наши внуки В главе 2 я более подробно остановлюсь на методе задавать вопросы, который мои дети столь блестяще использовали Желающие вступить в брак продают райскую жизнь и прочие блаженства Если вы одиноки, но не отказались бы вступить в брак, то вам следует запустить одну из самых грандиозных рекламных кампаний вашей жизни, целью которой является внушение своей избраннице (избраннику) мысли о том, каким раем стала бы ваша с ней (ним) совместная жизнь Далее, конечно, возникает необходимость постоянно поддерживать в вашей половине желание оставаться с вами. Брак — одна из серьезнейших сделок вашей жизни, к нему надо относиться с огромным вниманием и постоянно поддерживать Это поможет вам избежать диалогов типа. "Ты хочешь?.." "А ты хочешь9 " "Я первый спросил..." Мораль: научись продавать, и многого достигнешь! Теперь вопрос- насколько хорошо вы владеете навыками продажи9 Если вы освоили этот вид деятельности, то у вас высокие доходы и прекрасные отношения с сотрудниками Такие отношения — один из приятных результатов умения продавать и продаваться Однако, если вы не удовлетворены уровнем доходов или личными отношениями, поставьте себе первоочередной целью изучение искусства продажи Научиться этому — все равно, что вычеркнуть в лотерейном билете все выигрышные номера. Все, что нужно для этого сделать, — это потратить немного времени и сил на понимание и применение в повседневной жизни основных принципов продажи, доказавших свою эффективность и проверенных опытом. После того как вы усвоите эти принципы, они настолько войдут в вашу плоть и кровь, что никто (даже вы сами) не сможет отделить их от вашего естественного поведения Окружающие будут видеть в вас просто милого и знающего человека, и ваш образ не будет ассоциироваться у них с образом типичного торговца, этакого ловкача в клетчатом пиджаке из тех, что предлагают подержанные автомобили, поношенную одежду и квартиры в сомнительном районе. И, поверьте мне, вы войдете в круг людей, которые заставляют этот мир вертеться
????? 2 "??????????" ??????? - ???? ? ?????? В этой главе... > Как убедить клиента, задавая вопросы \^ Почему нужно спрашивать о том, что ваш клиент уже знает > Как четыре простых вопроса могут все изменить > Почему нужно спрашивать "почему"9
Нe умея разговаривать с людьми, вам будет трудно не только добиться своей цели, но и просто убедить других в ценности ваших предложений Мне кажется, еще очень многие недооценивают важности умения вести беседу. Зачастую люди полагают, что беседа — это когда говорят они сами. Они забывают, что диалог предполагает участие двух сторон, поэтому терпят поражение уже на первом этапе В основе' искусства общения лежит умение слушать и говорить В случае, когда вам надо убедить человека, говорить — значит в первую очередь правильно задавать вопросы. Вопросы — самый верный признак любопытства, мы никогда ничему не научились бы, если бы из любопытства не взялись за учебу Более того, количество вопросов, которые задает ребенок, прямо пропорционально уровню его умственного развития. В наше время, как никогда раньше, воспитатели поощряют детей в их стремлении задавать вопросы. Это способ познания мира, ставший частью процесса обучения, я считаю, что это прекрасно. Вы, наверное, усомнитесь может ли продавец (каковым я и являюсь) радоваться тому, что люди задают вопросы9 Ведь каждому известно, что продавец сам должен говорить, говорить и говорить, подавляя сопротивление клиента. Верно9 Неверно' Мой многолетний опыт работы с миллионами продавцов показывает, что лучшие представители этой профессии обладают одним общим качеством' они прекрасно умеют слушать. И видеть Они следят за языком жестов, которым пользуется говорящий во время беседы и обращают в свою пользу сведения, полученные в результате наблюдений 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В своей замечательной книге Как заводить знакомства и оказывать влияние на людей Дейл Карнеги приводит интересный случай, который подходит к нашей теме Однажды мистер Карнеги оказался в гостях, где среди присутствующих было всего нескольких человек, которых он знал. Весь вечер он знакомился с новыми людьми и разговаривал с ними. На следующий день хозяин дома услышал множество комплиментов в адрес нового гостя — особенно все отмечали, что тот оказался превосходным собеседником. Возможно, в вашем воображении возник образ мистера Карнеги, собравшего вокруг себя толпу слушателей и непрерывно сыплющего шутками и анекдотами. Ничего подобного! Как вы думаете, что делал автор знаменитой книги? Он просто беседовал несколько минут с каждым из гостей Будучи представленным, мистер Карнеги начинал расспрашивать своего нового знакомого о его происхождении. Польщенный ин-
тересом к своей персоне, тот пускался в более или менее продолжительный рассказ. Если он делал паузу, мистер Карнеги немедленно задавал следующий вопрос или просто с интересом спрашивал: "А дальше?". Сам Дейл Карнеги в течение вечера говорил очень мало и, тем не менее, приобрел славу замечательного собеседника. Задавая вопросы и предоставляя собеседнику возможность говорить, вы даете ему понять, что интересуетесь им и его проблемами. Тут вы опять совершаете поступок, противоречащий стереотипу продавца. Во время беседы вы не пытаетесь навязать себя и свой товар. Наоборот — вы все время заставляете собеседника говорить, и говорить о том, что важно для него. Вы задаете соответствующие вопросы. Что при этом происходит? Вы вовлекаете его в беседу, при этом ничего не навязывая. Я могу провести довольно неожиданную параллель: самые лучшие продавцы ведут себя так же, как мистер Карнеги. Они не относятся к типу ярких экстравертов, которые ведут беседу, большей частью разговаривая и навязывая другим свои знания и опыт. Нет, они — заинтересованные интроверты, которые говорят, большей частью задавая вопросы и выслушивая ответы. Но их вопросы тщательно продуманны, поэтому ответы собеседника несут важную для продавца информацию, которую он использует с выгодой для себя. Это опять же применимо ко всем сферам нашей жизни. Если большинство людей предпочитает демонстрировать собственную значимость, продавцы-профессионалы дают им ее почувствовать. Зачем вообще задавать вопросы? Учиться можно двумя способами: задавая вопросы или читая большие толстые учебники. Первый способ предпочтительнее. У него есть преимущество: если вы спрашиваете, то вы и управляете ситуацией. Обратите внимание, как берут интервью опытные журналисты. Или посмотрите по телевизору какую-нибудь передачу, посвященную праву: там часто показывают, как адвокат опрашивает свидетелей во время суда. Уже самой постановкой вопроса адвокат формирует ответ и предопределяет мнение, которое должно сложиться у судьи и присяжных Он продает! 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Если вы хотите продать или убедить, задавайте вопросы, которые помогут определить область интересов потенциального покупателя и выявить его заветное желание. Эта информация жизненно необходима, если вы намерены добиться успеха. Вы не сможете удовлетворить потребности клиента, пока точно не узнаете, в чем они заключаются Я не стану здесь подробно останавливаться на этом вопросе; о том, как определить, что именно нужно вашему собеседнику, подробно рассказано в главе 10. Предположим, сейчас у вашего ребенка самая заветная мечта — кроссовки новой модели, которые он увидел в рекламном ролике, а вы как раз пытаетесь убедить его вести более активный образ жизни и заняться спортом. Следовательно, для того чтобы добиться своего, вы можете сыграть на его желании, не так ли? Будучи ребенком, вы инстинктивно знали, что тактика вопросов никогда не подводит. Став взрослым, вы думаете, что умеете контролировать ситуацию и перестаете задавать вопросы, потому что слишком уверены в себе. Ребенок, который мечтает о новых кроссовках, пользуется таким подходом: Слушай, па, вот было бы здорово, если бы я прыгал и бегал, как Майкл Джордан' Если папа согласен, как ребенок действует дальше9 Понимаешь, па, у Майкла такие кроссовки, в которых все это получается само собой. Если бы у меня были такие же, ведь и я бы так смог, а ?
Естественно, папа немедленно выдвигает целую кучу причин против покупки новых кроссовок, большая часть из которых сводится к тому, что эти кроссовки стоят больше, чем ему ежемесячно приходится платить за квартиру. Однако, выслушав отцовские объяснения, отпрыск тут же хватается за любую возможность добиться своего Он нащупал слабое место отца и начинает бить по нему. Он предлагает: Слушай, па, если ты мне купишь такие кроссовки, я буду играть в баскетбол не хуже Джордана и куплю тебе дом Хотя с точки зрения отца, этот аргумент явно неубедителен, но сыновняя щедрость может пробудить в нем сентиментальность, которая повлияет на решение. Маленькие вопросы - большие перспективы С помощью вопросов вы можете выяснить мнение потенциального покупателя, которое вам необходимо знать для того, чтобы подвести его к принятию решения о покупке (положительного, разумеется). Предположим, в ходе беседы клиент заявляет, что при выборе автомобиля для него очень важен расход бензина на километр Запомните это. Когда вы подготовите почву для того, чтобы задать ему вопрос об окончательном решении, назовите основные причины, по которым ему следует купить именно ваш автомобиль. Начните с вопроса: Раме вы не говорили, что экономия топлива для вас играет важную роль ? 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Этим вопросом вы вызываете ответ "да", чем побуждаете собеседника соглашаться с вами и дальше. Момент "да" — это то, к чему стремится продавец. Как только собеседник начинает соглашаться, от вас требуется только одно- продолжать задавать нужные вопросы (как бы плыть по течению, попав в нужное русло). Незаметно для себя клиент окажется там, куда вы его ведете, и получит достаточно информации, чтобы принять мудрое решение, которое (как вы надеетесь) состоит в том, что он просто жить не может без вашего продукта или услуг. Убеждая клиента приобрести ваш товар, постарайтесь получить от него достаточное количество маленьких "да", которые в конце сольются в одно большое и решат исход дела в вашу пользу. Но, если во время первого контакта ваш потенциальный клиент не согласился ни с одним из ваших утверждений, зачем тратить свое и его время, продолжая рекламировать свой товар? Правильные вопросы помогают вашему слушателю настроиться на положительное восприятие. Можно использовать даже вопросы вроде этого: Репутация профессионала играет важную роль, не так ли ? Толку от этого вопроса, собственно, никакого, но вы получаете хотя бы один положительный ответ. Мне никогда не приходилось слышать, чтобы на этот вопрос отвечали Ну, нет Мы бы не хотели работать с профессионалами Мы предпочитаем иметь дело с жуликами и проходимцами Даже если вы или ваша компания известны высоким профессионализмом и безупречной репутацией, почему бы не поставить эти качества под сомнение, чтобы получить от клиента положительный ответ?
Вопросы, вызывающее заинтересованность покупателя Задавая вопросы, вы создаете особый эмоциональный микроклимат Если вы занимаетесь сбытом систем домашней безопасности, годится такой вопрос Представьте себе вы входите в собственный дом, а там притаилась какая-то опасность. Не правда ли, вы бы чувствовали себя увереннее, если бы знали, что в этом случае вы будете своевременно предупреждены? Что делает этот вопрос9 Он вызывает у вашего клиента вспышку тревоги по поводу неприятной перспективы входить в незащищенный дом Клиент выведен из состояния равнодушия. Это необходимое условие в любой ситуации, связанной с продажей Предлагаю рассмотреть два способа эмоционального воздействия на предполагаемого клиента Оба способа основаны на методике правильных вопросов Если после того, как вы рассказали о предлагаемом товаре (в широком смысле этого слова), клиент выдвигает конкретное возражение, спросите Если оставить в стороне этот вопрос, в остальном мое предложение вам подходит9 Каков результат этого вопроса? Для начала вы уходите от прямой конфронтации с клиентом, поскольку, возражая, тот начинает укреплять линию обороны против вашего предложения Вы должны сделать все, что в ваших силах, чтобы сохранить возможность продолжения диалога Вам нужно, чтобы клиент смотрел на вас как на союзника Вы заинтересованы в соблюдении его интересов Если клиент начинает возражать, это чаще всего признак того, что он пытается сбить вас с толку или слегка замедлить ход событий Более подробно я рассказываю об этом в главе 11, посвященной сомнениям и возражениям клиента Если услышанное вами возражение действительно имеет под собой почву, это сигнал о том, что сделка не состоится Если же возражения не носят характера решительного отказа, то вы можете использовать их для того, чтобы сместить акценты в беседе с потенциальным покупателем. Главное — определить, что в действительности скрывается под возражением клиента, это поможет вам правильно определить свои дальнейшие действия Задавайте вопросы, на которые клиент знает ответ 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Прежде чем задавать вопросы, запомните чтобы что-то продать или в чем-то убедить, вы должны дать собеседнику почувствовать его значимость Он тоже хочет ощущать себя важной персоной Поэтому никогда, ни при каких обстоятельствах не задавайте потенциальному клиенту вопрос, на который он не в состоянии ответить. Если вы, например, спрашиваете собеседника об объеме памяти его компьютера, а он не знает ответа, то вы ставите его в неловкое положение. Он чувствует себя школьником, не выполнившим домашнего задания Это провал' Такого результата надо избегать любой ценой В ситуации, когда вам нужны данные такого рода, следует спросить клиента, располагает ли он информацией о компьютере, на котором сейчас работает. Вполне возможно, такая информация у него есть Если вы объясните, какие именно сведения вам требуются, клиент их предоставит Но если вы будете действовать, исходя из предположения, что клиент знает ответ, а он его не знает, то вы приведете его в замешательство Он предпочтет обратиться к другому продавцу, который проявит больше такта и позволит клиенту проявить себя знатоком А вы? Вы останетесь на бобах
Продажа на уровне личных отношений Личные отношения — важная сфера нашей жизни. Поддерживаемые на должном уровне, они как ничто другое облегчают и скрашивают наше существование. Если вам кажется, что в этой части вы чего-то недополучаете, следует принять меры. 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Главное различие между средним человеком, который живет обычной жизнью, и тем, кому свойственно стремление к большему, заключается в том, что последний умеет убедить других принять его образ мыслей. Они любят жизнь и ищут возможности сделать ее интереснее, чтобы сохранить незабываемые впечатления, — как в своей памяти, так и в памяти друзей и близких. Они ищут приключений и всех приглашают с собой. Они принимают на себя ответственность за свою жизнь, понимая, что счастье нужно создавать собственными руками, и с энтузиазмом ищут путей достижения своей мечты. Они задают много вопросов. Задавать вопросы — один из методов добиться успеха, нужно только задавать правильные вопросы. Проверенные методы постановки вопросов У меня есть две методики постановки вопросов, с помощью которых вы поможете собеседнику обрести то, что он в действительности ищет Вот они, предмет моей гордости привязка, или выбор из двух вариантов, дикобраз и вовлечение Привязка к обстоятельствам Я предлагаю своим студентам самые разные методики постановки вопросов — и на семинарах, и на видеолентах, и на аудиокассетах. Одна из самых популярных методик носит название привязки. Если вы думаете, что она заключается в привязывании клиента к стулу с целью добиться от него "да", то ошибаетесь. Привязка — это фраза, составленная по формуле сначала утверждение, потом вопрос, требующий подтверждения Вот самые эффективные вопросы-привязки: Не так ли 9 Не правда ли у Ведь так у Правильно ? А вот примеры их использования' Сегодня великолепный день для гольфа, не так лм? (Когда собеседник согласится, ведите его на поле.) Очень важно содержать в чистоте площадки, где играют наши дети, правильно'! (Услышав "Конечно!", записывайте собеседника на субботник по уборке соседнего парка ) Отличная погода — самое время покататься на лыжах в эти выходные, верней (Услышав утвердительный ответ, быстренько готовьте лыжи.) Прошлый раз мы отлично погуляли, не так ли? (И, пока друзья предаются воспоминаниям о той прогулке, немедленно назначайте день для следующей.)
Цель вопросов-привязок — настроить собеседника на положительные ответы. Пока он соглашается с вами, вы с помощью все новых вопросов-привязок незаметно подводите его к тому вопросу, на который хотите получить положительный ответ. Профессионалы часто используют привязку такого рода: Отличная репутация и высокая квалификация очень важны, не так ли ? Кто ответит "нет"9 Задавая такой вопрос, продавец инициирует цепь утвердительных ответов клиента, который, надо надеяться, будет соглашаться и дальше — вплоть до пункта 7 той последовательности, о которой я говорил в главе 1. Так каков же будет ваш утвердительный ответ Вы, конечно, и раньше сталкивались с вопросами, предусматривающими в качестве ответа один из двух вариантов, но вряд ли вам приходило в голову рассматривать их как прием, который можно с успехом использовать в продаже. В вопросах такого рода заключено два предложения; отказ в них не предусмотрен. Удобнее всего использовать их для календарных событий, т.е назначения встреч, дат доставки и пр Вот два простых примера. Я могу так распланировать свои дела, что мы сможем встретиться в 1500 во вторник, или вас больше устраивает пятница, 11'00? Любой вариант ответа означает, что ваше предложение принято Ваш заказ будет доставлен ровно в 9'00 утра в понедельник или, если это не подходит, в 14:00. 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Прием выбора из двух вариантов используется также в тех случаях, когда вы хотите сфокусировать внимание клиента на определенном пункте или ограничить предложения некими рамками Если вы, например, занимаетесь организацией детской площадки в соседнем парке, то лучше сосредоточить внимание на планировке, не вдаваясь в дискуссию об остальных сторонах этого проекта Может случиться, что одна часть соседей захочет, чтобы площадка находилась в северном конце парка, а другая — в южном Вам же нужно поскорее организовать строительные работы, а не обсуждать место для площадки В этом случае задайте вопрос "Как вы думаете, какое покрытие будет лучше, опилки или песок9" Этим вы автоматически прекращаете споры вокруг географии, переключая внимание собеседников на другую тему, и одновременно предоставляете им выбирать только из двух вариантов Вопросы с ИЛИ особенно эффективны в разного рода опросах. Те, кто занимается исследованиями рынка, предпочитают конкретную информацию, а не общие рассуждения, поэтому они ставят вопросы таким образом, чтобы ограничить варианты ответов клиента Этот прием отлично зарекомендовал себя и в личных отношениях. Вот как он работает Вы планируете некое событие. Затем вы сообщаете о нем человеку, в обществе которого хотели бы отметить это событие, но сообщаете так, чтобы у него было только два варианта ответа — те, которые вы сами предлагаете в вопросе Отказ не предусмотрен. На словах все просто, не так ли9
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Если у вас возникло желание пригласить свою жену в ресторан, откажитесь от невыразительного Может, сходим куда-нибудь, поедим7 Не спрашивайте у нее также, не хочет ли она пойти в ресторан Поставьте вопрос так- Что бы ты предпочла сегодня на ужин — мексиканскую кухню или китайскую 7 Можете быть уверены — ужинать вы будете в ресторане (если только у вас или у вашей жены не найдется времени, желания и способностей пускаться в кулинарные изыски на собственной кухне) А как вы этого добились9 Просто проявили сообразительность и мягко подвели свою дражайшую половину к принятию вашего предложения. А вот пример из повседневной жизни Допустим, ваша дочь терпеть не может носить платья, а вы намерены взять ее с собой на какое-то торжество Не спрашивайте ее, какое платье она наденет. Спросите по-другому: Ты пойдешь в розовом платье или в красном7 Таким образом вы избежите споров о том, согласна ли она надеть платье, но при этом не лишите ее свободы выбора
Это один из моих любимых способов задавать вопросы Много раз он выручал меня в ситуациях, когда я мог бы ляпнуть что-нибудь, что заставило бы клиента отказаться от моих предложений. Возможно, вам тоже доводилось задавать неподходящие вопросы Сознательно или бессознательно вы пытались получить сведения, которые нужны вам, но которые противоположная сторона предпочла бы утаить Если вам задают вопрос, на которой вы не хотите отвечать, представьте себе такую картину. Я держу в руках ощетинившегося дикобраза и неожиданно бросаю его вам на колени. Как вы реагируете? Инстинктивно подскакиваете и отбрасываете колючий клубок обратно. 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Используйте этот прием, если кто-то задает вам вопрос, на который вы не хотите отвечать. Только как отбросить от себя вопрос7 Это же не дикобраз' А очень просто — в свою очередь безостановочно задавая вопрос за вопросом Вот как это выглядит на практике Предположим, потенциальный покупатель предлагаемого вами автомобиля задает, казалось бы, невинный вопрос А на эту машину есть гарантия 7 Какие подводные камни таит в себе этот вопрос9 Судите сами если вы отвечаете "да", а ваш клиент не доверяет гарантиям, то что вы получите9 Негативную реакцию, правильно9 С другой стороны, если ему действительно нужна гарантия, и вы отвечаете утвердительно, что происходит9 Он просто регистрирует этот факт, но вы теряете ситуацию, которую могли бы обыграть, —те допускаете просчет Вместо того чтобы давать такие бесперспективные ответы, бросайте дикобраза Отвечайте вопросом на вопрос, чтобы выяснить, почему клиент об этом спрашивает. А что именно вас интересует в гарантии 9 Теперь инициатива в ваших руках вы отбросили дикобраза и уменьшили количество игл, которые могли в вас впиться Задавая вопросы, вы определяете, что конкретно интересует собеседника Если для него наличие гарантии — решающий фактор, то вы сможете использовать это в качестве главного аргумента, когда дело дойдет до принятия решения А если он не доверяет гарантиям, вы будете избегать этой темы в дальнейшем разговоре
34 ????? I. ?????? ?????????
Есть еще один способ постановки вопросов — вовлечение Он заключается в том, что вы задаете вопросы, с помощью которых ваш собеседник понимает, что его ожидает, если он примет ваше предложение Если вы торгуете офисным оборудованием, закиньте крючок с такой наживкой С кем мы должны будем связаться, чтобы организовать обучение работе на факс-машине 7 Вы заставляете покупателя задуматься о проведении обучения, которое следует за приобретением факс-машины, а не о том, стоит ли ее покупать Если вы уговариваете кого-то стать своим партнером по бизнесу, хорошо действуют вопросы такого типа А что вы и Дженет будете делать с теми деньгами, которые мы заработаем в следующем году согласно нашему бизнес-плану 7 Станет ли ваш собеседник дальше раздумывать над таким заманчивым предложением9 Конечно, нет Он уже думает, на что потратить деньги, которые будут заработаны после принятия вашего предложения о совместном бизнесе Если у собеседника есть заветная мечта, об исполнении которой он мечтает, но препятствием является нехватка денег, то он почувствует себя просто обязанным участвовать в вашем проекте Более того — он будет вам благодарен за то, что вы помогли ему решить эту проблему Каю с помощью вопросов заставить собеседника сказать "да" Теперь, когда вы уже знаете, что такое правильные вопросы, я расскажу о том, как ими пользоваться В зависимости от того, что вы предлагаете — продукт, услугу или идею, — правильно поставленный вопрос позволяет получить информацию, которая необходима, чтобы убедить клиента принять ваше предложение
Когда вы продаете продукт, — неважно, материальный или нематериальный, — ваша задача заключается в том, чтобы заинтересовать клиента этим продуктом. Вы убеждаете клиента в прелести обладания предлагаемым продуктом Помогите ему нарисовать такую картину, в которой он безмерно счастлив тем, что в его распоряжении такая замечательная вещь (услуга) Это делается с помощью вопросов Если вы продаете начальнику отдела новый, более мощный компьютер, спросите А кто чаще всего будет работать на компьютере7 Этот вопрос заставит менеджера задуматься, и в самом деле, кто9 (Вопрос-привязка, узнаете9) В его воображении возникнет Джеймс или Джонс, окруженный новым оборудованием и выполняющий все задания в рекордно короткие сроки Далее менеджер попытается представить, где лучше установить новый компьютер В воображении он уже приобрел ваш товар, хотя вы еще не спрашивали о решении. Это продажа Агенты по торговле недвижимостью, если они профессионалы, частенько прибегают к технике вовлечения Она просто создана для того, чтобы использовать ее, показывая клиенту дом Например, агент видит, что жена клиента пытается определить
на глаз метраж гостиной, и задает вопрос: А куда бы в этой комнате вы поставили софу7 Она тут же представляет себе в этой комнате свою мебель, а заодно и себя; это означает, что она видит себя так, как этого хочет агент, — хозяйкой этого дома. Да и в личной жизни многие из нас достигли высот совершенства в технике вовлечения, убеждая своих мужей/жен согласиться на то или иное предложение Здесь с успехом применяется вопрос типа Солнышко, как ты думаешь, где лучше поставить новый велотренажер, в спальне или в гостиной7 "Солнышко", должно быть, и не подозревало, что планируется покупка велотренажера, и уж тем более представления не имеет о том, куда его поставить Тем не менее, если для вопроса выбран подходящий момент, покупка велотренажера — дело решенное. Продажа идей Предположим, у вас имеется некая идея, которой вы хотите поделиться с остальными и увлечь их так же, как увлечены вы сами Возьмем, например, проблему общественной безопасности. Вы хотите организовать в своем дачном кооперативе систему охраны, в которой приняли бы участие все дачники Для этого сначала нужно опросить соседей, чтобы узнать, насколько их интересует эта идея И только после того, как они выскажутся в пользу безопасности, сообщите им, что именно от них требуется. Эффективной привязкой может оказаться вопрос' За последнее время участились случаи грабежей дачных домиков Меня это очень беспокоит, а вас 9 После того как соседи выскажут единодушную озабоченность, вы можете добиться их согласия заявлением такого рода Я уже разговаривал с другими дачниками, и мы решили, что нужно поставить сторожку и дежурить по двое или по трое Получится, что каждый будет занят не чаще одного раза в два месяца И только мужчины, разумеется С кем из соседей вы бы хотели выйти на дежурство 7 Ради такого дела не грех и схитрить, правда9
????? 3 ??? ???? ? ????????? - ?????????? ??????? ? ????? В этой главе... Никогда не смешивайте дело с удовольствием — если не знаете, зачем это нужно делать Как улучшается ваша жизнь, когда вы забываете о том, что вы взрослый и умный Не сбавляйте темпа Что подстерегает вас за пределами зоны комфорта
Многие предпочитают не смешивать бизнес и личную жизнь Обычно это и не нужно Если вы, например, по профессии психиатр, то не станете же вы ограничивать число своих друзей только пациентами, правда9 Не рекомендуется смешивать и работу с развлечениями. Что там говорит народная мудрость? Делу время, потехе час. И все же работу и развлечения нельзя считать взаимоисключающими понятиями. Что отличает первое от второго? Развлечения часто подразумевают физическую активность Но ведь существуют виды работ, также связанные с физическими деятельностью например, обучение разным спортивным играм — работа профессиональных игроков и тренеров. Лично мне не очень нравится, что у многих людей работа подходит под мое определение понятия работа Я считаю, что работа — это то, что мы делаем тогда, когда хочется заниматься чем-то другим. А если вы делаете именно то, что хотите делать, то это называется увлечением, или хобби В большинстве случаев отношение к своему делу как к хобби значительно повышает степень удовлетворения и количество приятных ощущений, приносимых этим делом. Причина в том, что вы постоянно настроены на повышение своего профессионального уровня, поскольку это делает ваш бизнес все более и более прибыльным. Когда вы начнете ощущать это на себе, знайте: ваш бизнес превратился в хобби. В один прекрасный день вам уже не придется убеждать себя в том, что дело вашей жизни может быть приятным; удовольствие от работы станет естественным. Такое слияние страсти и профессионализма произошло со мной в продаже. Я начал заниматься продажей, чтобы сделать карьеру. Когда в самом начале у меня ничего не получалось, я понял, что мне не хватает знаний Я начал усердно заниматься. Известно, что немало богатых людей сделали себе состояние на торговле; я предположил, что они знают что-то такое, чего не знаю я. 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Именно эта мысль заставила меня превратить продажу в хобби. Я стал усиленно заниматься самообразованием. Я наблюдал других торговцев и подмечал маленькие хитрости, которые помогали им добиться успеха. Я читал литературу, посвященную разным аспектам торговых отношений. И я тоже начал зарабатывать много денег! Верьте мне, когда я говорю, что именно деньги заставили меня смотреть на продажу как на хобби.
Но затем случилось следующее, мне удалось превратить свою работу (которая стала моим хобби) в нечто большее — в стиль жизни Сегодня я живу и дышу продажей Я так построил свой бизнес, что получаю удовольствие от того, что делаю ради заработка. Я больше не "работаю" — если считать работой то, что вам приходится делать вместо того, что бы вы хотели делать. Продажа сегодня составляет неотъемлемую часть моей жизни, каждым днем которой я поистине наслаждаюсь Если для того, чтобы заработать себе на жизнь, вам приходится терпеть работу, которая вам не по душе, стоит задуматься Почему вам не нравится то, что вы делаете? Наверное, потому, что вы не достигаете успехов, не получаете повышения и не находите в работе ничего приятного. А в чем причина? Очевидно, в уровне вашей компетентности в том деле, которым вы заняты Если вы не делаете свою работу хорошо, неудивительно, что она не приносит вам удовольствия Если вы пришли к такому заключению, то перед вами два пути 1. Вместо того, что вы делаете, займитесь чем-то другим — тем, от чего получаете удовольствие 2 Начните делать свое дело так, чтобы находить в нем интерес. Как молоко превращается в сливки 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Что отделяет нас — 5 процентов преуспевающих торговцев — от всех остальных, которые в поте лица пытаются чего-то добиться9 Вы задумались9 Но это же элементарно! Самые преуспевающие торговцы по-настоящему увлечены своим безумным занятием. Для них, чемпионов среди продавцов, продажа не есть "работа". Чемпионы давно узнали секрет, как превратить продажу в хобби. Когда продавцы-чемпионы ищут клиентов, ходят на встречи, налаживают связи, рассказывают о товаре, они делают то, что обожают делать. Так уж получается, что за удовольствие заниматься любимым делом им еще и неплохо платят. Если вы пытаетесь развить в себе способности к продаже и ищете стимул, чтобы довести эту способность до совершенства, радуйтесь тому обстоятельству, что мы ведем с вами этот разговор посредством книги Я открываю вам самую главную тайну достижения успеха в торговле. ПРЕВРАТИТЕ СВОЮ РАБОТУ В ХОББИ' Вы буквально не успеете оглянуться, как это новое хобби станет вашим образом жизни. Вы будете жить и дышать продажей — причем не без выгоды для себя. Интересный факт. чем больше вы будете увлекаться продажей, тем чаще будете наблюдать самые разные виды продажи в окружающей жизни. Когда же вы по-настоящему освоите продажу, то увидите, что именно она лежит в основе любого общения с окружающими, на чисто деловом уровне вы начнете замечать приемы продажи других и сравнивать их с теми, которыми пользуетесь сами. Самое приятное здесь то, что окружающие даже не догадываются, что вы делаете. Вы берете на вооружение любые понравившиеся вам приемы, а те, у кого вы их берете, и не подозревают, что являются вашими учителями Ведь материал лучше усваивается тогда, когда он подается в неформальной (и неторговой) обстановке Другими словами, привыкайте к новым ощущениям Ситуации, в которых прежде вы не видели ничего особенного, теперь представляются в ином свете, и вы говорите себе "Ого, да это продажа'". Берите на заметку все И в семейной жизни ене вреден элемент продаж Надеюсь, я убедил вас, что продажа — основа всего, что мы делаем (если нет, перечитайте главу 1); возможно, вы уже пробовали превратить продажу в хобби — еще до того, как открыли эту книжку. Теперь вы будете подмечать, как действуют специа-
листы по продаже в разных житейских ситуациях. Может быть, вы обратите внимание и на взаимоотношения в своей семье Если разобраться, одним из замечательных результатов освоения навыков продажи становится более глубокое понимание семейных отношений. Вы быстро обнаружите, что самые лучшие продавцы — дети. Только посмотрите, каким дипломатом может быть ваш сын, когда ему хочется покататься на автомобиле или нужны деньги на новые джинсы! Вспомните его профессионально поставленный вопрос. Папа, тебе машина будет нужна в пятницу или в субботу? Какой оборот принимает беседа дальше? Не чуя подвоха, вы отвечаете' В субботу После чего отпрыск заявляет. Прекрасно.' Тогда я возьму ее в пятницу. Если у вас есть дети, то с такими шедеврами искусства продажи вы сталкиваетесь буквально ежедневно Вряд ли вы заметили, что в нашем примере сын использовал классический вопрос с двумя вариантами выбора, о котором мы говорили в главе 2 Вас купили, а вы и не заметили Все дело в отношении
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Проведенные мною специальные исследования показали, что разница между продавцами-неудачниками и их процветающими коллегами кроется в отношении Причем это верно не только применительно к продаже, но и ко всем аспектам нашей жизни. Вспомните кого-нибудь из своих знакомых — того, кто счастлив и добился успеха В каком настроении он чаще всего пребывает9 Бывает ли он подавлен, расстроен или хотя бы апатичен9 Сомневаюсь Скорее всего, обычно он излучает оптимизм, улыбчив и захвачен очередной идеей 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Почему бы не перенести ту заинтересованность, которую вы проявляете в отношении своих увлечений, на другой предмет — на продажу самого себя, своих идей или на реализацию материальных воплощений своего увлечения (если ваше хобби — вязание или выжигание по дереву)9 Вместо того, чтобы превращать в хобби работу, связанную с продажей, подумайте-может быть, по-новому взглянуть на хобби? Вдруг оно имеет рыночную стоимость9 Я не утверждаю, что, продавая связанные своими руками салфетки, вы станете миллионером, но ведь успех измеряется не только деньгами. Если вы сможете с помощью своего хобби обеспечить себе сносное существование, мне кажется, вы уже добьетесь успеха Подумайте над моими словами. У вас есть хобби — значит, есть и энтузиазм, и увлеченность, и знания. Теперь от вас требуется показать окружающим, почему и они должны заинтересоваться предметом вашей страсти. Если провести некоторые исследования, окажется, что очень многие из преуспевающих ныне бизнесменов начинали с продажи своего хобби. Решите, что вам нравится делать, и подумайте, как сделать так, чтобы зарабатывать на этом. Что может быть лучше?
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Еще одна важная черта, которой обладают увлеченные люди и которой часто лишены работники торговли, — это увлеченность Слишком много людей, разочарованных своей работой, не проявляют к ней никакого интереса, что отражается на создаваемой ими атмосфере. Они превращаются в равнодушных наблюдателей. Они не участвуют в неофициальных мероприятиях своей компании. Они даже не общаются друг с другом.
У тех, кто относится к работе с большим энтузиазмом, жизнь интереснее и приятнее. Если даже вы не пребываете в восторге от того, чем занимаетесь, радуйтесь по крайней мере тому, что живы Научитесь привносить эту радость в работу, и вы заметите, что последняя станет более приятной Не может быть, чтобы в вашей работе не было совершенно ничего хорошего. Что-то же должно вам нравиться — хотя бы возможность бесплатно звонить по телефону или престижный район, в котором расположено ваше учреждение Может быть, вам приятно общаться с кем-то из сотрудников В той работе, которой вы занимаетесь ради денег, обязательно должно найтись что-то, что вам нравится. 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Если вам абсолютно ничего не нравится в вашей работе, то пора серьезно задуматься о поиске другого места Нет никаких причин страдать дни напролет на работе, которую ненавидишь. Тем более, что пользы от этого никакой — ни вам, ни делу. Продажа - она повсюду Если вам нравится что-то делать своими руками и ваше хобби — поделки из дерева, вязание, вышивание или приготовление пищи, то рано или поздно созданных вами шедевров становится слишком много Что вы с ними делаете9 Раздаете знакомым — те. дарите. Знакомые восхищаются; вы с увлечением рассказываете о своих замыслах, знакомые увлекаются вместе с вами и просят сделать "что-то в этом роде для нашей тети". При этом они обычно прибавляют — "мы, конечно, заплатим". Слышите что-то знакомое9 Похоже на продажу, правда? Каким бы ни было ваше хобби, вы получаете от него больше удовольствия, когда есть кто-то, с кем можно его разделить (Не зря же любители пения вступают в хоровые кружки!) Продажа и создание личных отношений идут рука об руку, как мы только что видели на разных примерах Век живи, век учись, или Знание — сила Превратить продажу в хобби совсем просто. Для этого не требуется специальных инструментов или оборудования. Не надо и капиталовложений. Самое главное — не надо далеко ездить, чтобы этим заниматься. 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Так что же нужно для начала9 Начните обращать внимание на то, как ваши дети или родители обсуждают с вами семейные дела. Посмотрите, как вас обслуживают продавцы в ближайшем магазине и как это влияет на ваши впечатления от покупки продуктов. Заведите себе привычку читать (а не просматривать) объявления на улице и в газетах. Какие из них особенно привлекают вас и почему? Внимательно слушайте рекламу по радио; те ролики, которые заинтересовали вас, заслуживают тщательного анализа. И вообще, учиться искусству продажи можно у всех — даже у специалистов по экономике и теории рыночных отношений, которых так часто показывают по телевизору. У детей есть привилегия тратить на учебу сколько угодно времени, а мы, взрослые, в этом себе отказываем. Мы слишком заняты, чтобы ходить на курсы или получать еще одно образование. Отлынивать от получения новых знаний — вот чему мы учим 4В
ся очень быстро и совершенно самостоятельно. К тому же мы считаем, что и так достаточно образованны. Чтобы избавиться от этих иллюзий, вспомните, на сколько вопросов из передач "Что, где, когда", "Брейн-ринг" или "Счастливый случай" вы в состоянии ответить. А хоть один кроссворд вы разгадали до конца? Подумайте: подавляющее большинство людей прекращает учиться сразу же после получения диплома о высшем или среднем образовании. Сотни тысяч взрослых за 20 лет после окончания института не прочитывают и половины тех книг, которые они изучили за пять лет в институте. Исследования показали, что привычка прослушивать обучающие кассеты в автомобиле (или в метро, если у вас есть плейер) позволяет получить столько же информации, сколько требуется для получения кандидатской степени. Разве трудно носить с собой несколько кассет9 Ведь вы же слушаете таким образом музыку' Но чему полезному в жизни смогли научить вас исполнители популярных песенок, даже вместе взятые? Учеба - это совершение "полезных " ошибок Позвольте себе такую роскошь — остаться студентом на всю жизнь Я не имею в виду кочевать из института в институт до самой пенсии Ищите новых знаний' Вы даже не представляете себе, насколько это может изменить вашу жизнь. Студенты обычно начинают с того, что все делают неправильно Позволив себе остаться студентом, вы получаете право на ошибки. Ваша жизнь становится проще и веселее: вы больше не обязаны во всем быть правым только на том основании, что вы взрослый и образованный человек Оставшись студентом, вы перестанете терзаться из-за поражений Вместо этого вы станете смотреть на них как на приобретение опыта Ведь вы студент, значит, можете получить "двойку". Не усвоив этой философии, вы не сможете подняться выше той ступени, на которой находитесь сейчас А раз у вас есть право на ошибки, значит, вы станете искать тех, кто объяснит вам, как превратиться из того, кто вы есть, в того, кем хотите стать Для начала скажите себе я знаю далеко не все, я вообще мало что знаю После этого вы начнете получать удовольствие, выявляя все новые пробелы в своем образовании. Это закономерный и очень важный этап процесса обучения 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Не зря говорят' век живи, век учись Настоящего профессионала можно узнать по тому, сколько раз он принимается за учебу после того, как "уже все ясно". Стоит вам допустить, что о каком-то предмете вы знаете все или хотя бы достаточно, значит, вы скатываетесь до уровня посредственности. Путь познания — от куколки к бабочке Невозможно чему-то научиться с одного раза. Конечно, есть одаренные личности, которые все схватывают на лету, но мастерство приходит только с опытом. Никто из нас не научился ходить с первой попытки. Учение требует терпения и практики. Кроме того, нужно психологически настроиться на то, что усвоение новых знаний происходит по определенным законам. А теперь давайте рассмотрим четыре уровня знания. Неосознанное незнание Во всех областях жизни существует четыре уровня знания. Первый уровень называется неосознанное незнание. Это самый низший уровень: на нем находятся люди, которые не знают, что они чего-то не знают. Их не интересует ничего новое, они не
стремятся изменить себя. Этим людям помочь труднее всего, потому что они не осознают, что нуждаются в помощи. Именно такие люди ставят на полупустой автостоянке свои автомобиль так, что вы не можете выехать. Это они, не задумываясь, бросают со своего балкона всякий мусор на головы прохожих. Они ведут неинтересную и до ужаса однообразную жизнь, потому что живут во сне — они еще не проснулись и даже не подозревают, что можно жить по-другому Или же они просто довольны тем, что из себя представляют Есть и другая категория людей, которые подпадают под это определение. Это вы и я. "Да вы что, — удивитесь вы — Я никогда не делаю ничего подобного". Сейчас, может быть, не делаете, но наверняка делали раньше. Мы все находились на уровне неосознанного незнания, когда начинали чему-то учиться. Не верите? Попробуйте пожонглировать тремя предметами. Когда мы видим, как легко это выходит у профессионала, то думаем примерно так ничего сложного, любой человек с нормальной координацией легко с этим справится Это один из примеров неосознанного незнания нам кажется простым то, чего мы никогда не делали Посмотрите на ребенка, который учится ходить Он не осознает, что он не знает, как. надо ходить. Когда он учится, падая на каждом шагу, его поддерживают заботливые руки взрослых Тот момент, когда при падении он начнет искать эти руки, знаменует собой переход на следующий уровень — осознанного незнания. Осознанное незнание
Второй уровень есть осознанное незнание Человек вырывается из мрака неосознанного незнания, когда осознает, сколь многого он не знает В увлекательном мире продажи вы сейчас находитесь, видимо, именно на этом этапе Вы понимаете, что много не знаете, и хотите узнать больше Как я об этом догадался9 Очень просто — вы держите в руках мою книгу Вы бы не стали ее читать, если бы не сказали себе: "Все-таки я очень многого не знаю о продаже". 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А теперь я скажу вам очень важную вещь' как только вы осознали, что надо повышать свой уровень знаний, немедленно начинайте действовать'. Сколько великих замыслов так и осталось нереализованными только потому, что человек не знал, куда обратиться за помощью, или поленился поискать место, где ему помогут! Недостаток знаний может погубить в вас личность, если вы не приметесь за дело. Перестаньте лелеять в себе Обло-мова. Чтобы подняться на третий уровень, вы должны действовать. Осознанное знание На третьем уровне, осознанного знания, вас ждут новые трудности и новые победы. Но на этом этапе ваше желание измениться становится столь велико, что вы легко преодолеваете все препятствия. Вы уже пробуете выходить в открытое море. Главное — не переоценивайте себя, и дело пойдет на лад Усилия, которые приходится прилагать на пути к знаниям, приносят радость преодоления. Не допускайте "головокружения от успехов", но и не впадайте в пессимизм. Верьте в себя, даже когда кажется, что ничего не получится. Вспомните, каким несчастным вы чувствовали себя на первом уроке немецкого языка. Почему? Потому что со всей остротой ощутили свое осознанное незнание. Но затем вы взялись за учебники, поняли, что надо учиться (вернее, ваши родители дали вам это понять самым недвусмысленным образом), и в конце концов достигли уровня осознанного знания.
42 I V.
Неосознанное знание И тут мы, наконец, подошли к четвертому и последнему уровню знания, который называется неосознанным знанием На этой стадии обучения вы начинаете применять все знания, полученные на предыдущих этапах, не прилагая для этого никаких видимых усилий. Примером неосознанного знания может служить то, что вы читаете эту книгу. Вы бы не смогли этого сделать, если бы только начинали учиться читать. Но вы легко складываете буквы в слова, без усилий понимаете даже самые длинные предложения, быстро улавливаете суть, — словом, проявляете незаурядное мастерство, даже не задумываясь об этом. Если вы учитесь всю жизнь, у вас есть огромное преимущество, вы перестаете быть жертвой обстоятельств. Вы принимаете на себя ответственность за свои успехи и поражения, поэтому вам не надо обманывать себя при оценке своих достижений и провалов О том, как важно держать глаза и уши открытыми 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Большинство взрослых не могут учиться не потому, что не хотят, а потому, что у них просто нет времени Когда мы были молоды, мы столько времени тратили на учебу! Лишь иногда позволяли себе отдохнуть и развлечься Потом появляется семья, ответственность за нее, заботы о детях, материальные проблемы . Все силы уходят на это. Где уж тут вырвать часок на учебу! Извлекайте уроки из каждого события 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Начиная с этого дня, попробуйте вменить себе в обязанность постоянно учиться и повышать свой профессиональный уровень. Избавьтесь от отношения к учебе как к тому, что мы делаем, "когда есть время". Учеба — это то, что вы должны делать, чтобы добиться тех целей, которые перед вами стоят. Когда вы примете такой образ мыслей, у вас сразу появится время на продолжение образования — и вы поймете, что значит "век живи — век учись". Начиная изучать какой-то предмет, мы в состоянии воспринять только определенное количество информации. Попытка превысить это количество вызывает то, что я называю спазмом восприятия. Мозг не может переработать чересчур большой объем новых данных. Кроме того, помните, что уровень осознанного незнания нужно проходить постепенно. Если вы "проглотите" целиком такой сложный предмет, как, например, продажа, то не сможете "переварить" его. Тогда вам будет так тяжело на уровне осознанного незнания, что вы решите все бросить и сдаться Поэтому в процессе накопления новых знаний не надо мозговых штурмов. Ваш девиз — постепенность. Новичкам, которые выбрали своим призванием науку продавать, часто хочется добиться успеха в мгновение ока. В этом есть какая-то детская вера в то, что быть взрослым — значит получить все сразу. Многие люди исходят из предположения. Я взрослый образованный человек Мне все должно даваться без труда.
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Сказать-то это легко, а вот выполнить .. Не надо равняться на тех, кто быстрее добился успеха, и копировать их приемы Они более удачливы, потому что больше знают, лучше учатся и не жалеют времени на подготовку. Они уже научились языку жестов, особым интонациям голоса и всему тому, к чему вы только приближаетесь. Другими словами, не надо на попугайский манер перенимать чужие приемы и уловки. Корень учения горек, зато плод его сладок Помните, я говорил об осознанном знании0 Чтобы добраться до него, нужно преодолеть неосознанное незнание и справиться с его двойником, осознанным незнанием. Возможно, это будет нелегко К тому же, чтобы добиться успеха, вам придется выбраться из своей зоны комфорта. Зона комфорта — это то, где вы сейчас пребываете; вы не сможете достичь успеха, если будете оставаться в ней вечно Нельзя делать в этой жизни только то, что хочется Но вы можете научиться управлять своими желаниями и использовать их для достижения поставленных целей Видите ли, как только вы открыли себя новым знаниям, вы перестали быть тем, кем были минуту назад, — вы вышли из скорлупы прежнего комфорта и безразличия в большой мир, не очень уютный, но ужасно интересный Но это не значит, что вы лишились своей зоны комфорта навсегда Вы решили изменить свою жизнь, начали учиться и поставили перед собой новые цели После того как вы достигнете их, у вас появится новая зона комфорта Самое главное — не остановиться на этом, не прекратить охоту за знаниями, т е снова выйти из зоны комфорта, чтобы подняться на очередной уровень Постоянное стремление вверх постепенно превращается в замечательную привычку, которая свойственна всем, кто достиг в этой жизни успеха Они не могут представить себе ни дня без приобретения новых знании 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Кстати, о расставании с зоной комфорта Чтобы облегчить возможные трудности, постоянно представляйте себе, каким вы скоро станете. Я всегда говорю своим студентам, что тут очень подходит принцип "притворяйся тем, кем хочешь стать, и ты им станешь" Я не вкладываю в эти слова никакого негативного смысла Я предлагаю вам нарисовать в своем воображении человека, обладающего чертами характера, о которых вы мечтаете. Старайтесь действовать так, как действует этот человек, — например, он успешно использует навыки продажи, чтобы получить повышение по службе, или отлично ладит с окружающими, потому что овладел искусством убеждения. Действуйте, как ваш преуспевающий двойник, и говорите, как он. С достижением каждой из поставленных перед собой целей вы постепенно сольетесь с ним. Вокруг вас возникнет атмосфера успеха. И чем больше ваши успехи, тем комфортнее вы себя будете чувствовать. Этот метод используют спортсмены-профессионалы. Баскетболистов, например, учат создавать в воображении картину броска, после которого мяч попадает точно в корзину. Спортсмен закрывает глаза и сосредоточивается на кончиках пальцев; он мысленно отсекает других игроков и видит только корзину. Это помогает ему бить точно в цель во время настоящей игры. 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Итак, превратите пролажу в спое хобби. Читайте о ней. Обращайте внимание на тех, кто занимается ею. Пробуйте применять в реальных ситуациях. Сделайте продажу темой своих разговоров. Я думаю, вы очень скоро заметите, насколько интереснее жить с таким хобби. К тому же вы будете лучше понимать, что происходит вокруг и как использовать это в своих целях. 44 4afTL I Vuauua пп/шаватч.
????? II ???????? ??????? ??? ??????? ????????? 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В этой части... ?????????? - ???? ? ?????? ? ????? ???????????, ? ??? ????? ? ? ???????? ??????? ??????? ? ????? ? ???? ????? ? ???????? ? ??????????, ??????? ??????? ??? ??0?_ ?????? ? ????? ????? ????????? ? ???????? ???? ??????? "??" ? ????? ?? ???? ???????????.
????? 4 ??? ???????? ?????, ??????? ????? ??, ??? ???? ? ??? В этой главе... > Десять способов найти нужных люден > Где их искать > Как добраться до потенциальных клиентов основные принципы > Способы разведки телефон, электронная почта, личный контакт Разведка — первый этап процесса продажи Во многом она сходна с геологической разведкой, при проведении которой приходится использовать бур, кирку и отбойный молоток, за исключением предмета поиска вы ищете не полезные ископаемые, а людей, которые станут вашими покупателями, и способ продать им то, что у вас есть Если вы уже знаете, кому продавать или кого убеждать, то эта глава вам пока не нужна Она понадобится в первую очередь тем, у кого есть ценные предложения, услуги, товары или идеи, но нет людей, которых это все могло бы заинтересовать Уже много лет мои бывшие студенты рассказывают мне о потрясающих (как им кажется) продуктах, услугах или идеях На этих продуктах, услугах или идеях их владельцы намерены заработать миллионы Энтузиазм просто окрыляет их Некоторые из этих идей действительно выглядят многообещающе Но при отсутствии тщательно разработанного плана — в основном той его части, которая касается поиска источников финансирования и конечного потребителя, — большинство проектов рассыпается в прах, а энтузиазм улетучивается, как сон, как утренний туман Знаю по опыту если у вас на примете нет подходящего человека, к которому вы обратитесь за поддержкой на самом первом этапе, ваш проект обречен уже в зародыше Ваши надежды быстро рухнут, и даже если вы сохраните оптимизм, то все равно потратите слишком много времени и денег, не получив скорой отдачи Фигурально выражаясь, бензин у вас кончится еще до того, как вы выедете на дорогу, ведущую к успеху Потому эта глава так важна Вы можете вызубрить всю теорию, предлагаемую в этой книге, но все ваши знания продажи — ничто, если вы не сможете найти нужных людей, т е покупателей Вам не поможет ни отбойный молоток, ни бур Итак, с кого же начать? Для начала лучше всего обратить внимание на людей, которые уже платят деньги за товары или услуги, аналогичные вашим Если вы продаете спортивное снаряжение, адресуйте свою продукцию тем, кто бегает по утрам, посещает группы здоровья или играет за местную спортивную команду. Почему? Потому что такие люди уже занимаются спортом. Убедить их купить велогренажер не составит труда — возможно, они сами уже об этом подумывали
Если вы торгуете полиграфическими материалами, начните с сотрудников отделов рекламы небольших компаний Если вы уже занимались поставкой товаров для магазинов подарков, обратитесь в другие магазины этого профиля (конечно же, при себе нужно иметь образцы товаров) Когда вы будете хорошо знать свой товар (в широком смысле этого слова) и освоите теорию продажи, наступит время для поиска покупателя Если вы новичок в своем деле, не умеете как следует подать себя и боитесь показаться неопытным, вашим первым шагом должна стать разведка Собственно говоря, ваша работа должна на 75% состоять из разведки Остальные 25% следует тратить на изучение продаваемого продукта и совершенствование техники убеждения Ну, и как же искать этих загадочных, но в то же время вполне реальных покупателей? Читайте дальше, и узнаете. Десять принципов поиска покупателя В этом разделе мы рассмотрим десять самых эффективных способов поиска тех людей, которые с максимальной вероятностью могут стать вашими покупателями того Как только вы начнете регулярно проводить такой поиск, результаты не заставят себя ждать Принцип 1. Обратите внимание на людей, которых вы уже знаете. Вряд ли у вас такая работа, что вы ни с кем не общаетесь А раз общаетесь, то у вас на примете уже есть некая группа людей, которых вы можете заинтересовать своими продуктом, услугой или идеей 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Прежде всего, не ограничивайтесь кругом ближайших друзей и родственников (вы в любом случае уже успели "обработать" их в первые несколько дней) Смею предположить, что вы, как и многие из нас, минимум раз в неделю ходите в магазин Общаетесь с соседями Возможно, занимаетесь спортом на стадионе или участвуете в школьных мероприятиях со своими детьми Ваша жена (муж) тоже, скорее всего, где-то работает или благодаря своему хобби имеет массу знакомых Ясно, что среди этих людей обязательно найдутся либо те, кто заинтересуется вашим предложением, либо те, кто знает кого-то, кто заинтересуется. Для того чтобы провести разведку в этом кругу, достаточно просто поговорить Расскажите всем, чем вы занимаетесь, и перед вами откроется множество новых горизонтов От вас требуется только одно — начать беседу А7
Принцип 2. Не пренебрегайте своими деловыми контактами Новичок вы в продаже или нет, но чем-то вы наверняка уже занимаетесь. Даже молодые люди, только начинающие учиться, обычно где-то подрабатывают. С деловыми знакомыми бывает проще говорить, чем с друзьями, потому что деловой человек также постоянно находится в поиске контактов. Здесь вы можете быстрее достичь успеха, чем при общении с друзьями. Включите в свой план не только коллег по бизнесу, но и членов профессиональных организаций или клубов, к числу которых вы принадлежите. Многие отрасли промышленности создали собственные ассоциации, которые объединяют профессионалов. Попробуйте обратиться к членам этих ассоциаций, если ваши предложения так или иначе касаются их интересов. Возможно, им как раз этого и не хватает. Принцип 3. Поговорите с продавцом, клиентом которого вы являетесь Есть еще один способ разведки, о котором часто забывают. Вспомните, сколько раз к вам обращались агенты разных компаний, и, можете поверить, эти агенты являются знатоками своего дела. Кроме того, они не обратились бы к вам, если бы вы занимались тем же, чем и они. Итак, если они продают совсем не то, что вы, почему бы не предложить им то, что есть у вас? Подумайте об этом в следующий раз, когда к вам придет представитель компании, клиентом которой вы являетесь. Помощь профессионала отнюдь не помешает, особенно если оказание услуг носит взаимный характер: вы покупаете его товар, он рекламирует ваш. Принцип 4. Будьте предприимчивы, находясь в роли клиента Представьте себе, что вы, обедая в ресторане, обратили внимание на официанта, который обслуживает вас с редким профессионализмом. А вы работаете, например, распространителем продукции некой (скажем, парфюмерной) компании. Вы ищете людей, которые тоже занялись бы этим бизнесом (а не стали бы работать на вас). Если понравившийся вам официант уже имеет навыки общения с людьми и отлично справляется со своей работой, у него есть перспектива добиться успехов в собственном бизнесе. 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Только не спешите: не заводите разговоров о новой работе с людьми, когда те выполняют свои прямые обязанности. Профессиональная этика не позволяет вам мешать другим людям исполнять их работу. Но вы можете оставить свою визитную карточку и предложить вашему собеседнику обратиться к вам, если у него появится желание изменить род деятельности. Таким образом вы не совершите бестактности, но привлечете к себе внимание.
Принцип 5. Пользуйтесь моментом, когда у клиента появляется желание что - либо преобрести \ 1 Всем известно, каждый продукт имеет свой срок службы. Это справедливо и в отношении компьютерного программного и аппаратного обеспечения, которое устаревает примерно за 6 месяцев, и в отношении таких основательных предметов, как холодильники и морозильные камеры, которые можно не менять в течение 20 лет. Неважно, каков срок службы того или иного предмета, важно, что таковой существует. 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В этом-то и заключается суть принципа 5. сам по себе срок службы продаваемого вами продукта значения не имеет. Главное в том, что вы знаете этот срок. Если вы его знаете, то ваш бизнес предоставляет вам замечательные возможности. Если вы еще не очень хорошо изучили свой продукт, держите под рукой записи или спрашивайте тех, у кого больше опыта. Просматривая записи о своих клиентах (о том, как это делать, я расскажу в разделе, посвященном принципу 6), вы увидите, например, что микроволновая печь, которую купили у вас Джонсоны, скоро потребует замены. Это не может не произойти, неважно когда — через 10, 12 или 15 лет. Не надо ждать, пока микроволновая печь выйдет из строя, и надеяться, что Джонсоны снова обратятся к вам. Напомните им о себе до того, как это случится: сообщите, что у вас появились новые микроволновые печи с целым рядом достоинств — низкая энергоемкость, удачный дизайн, компактность и т.д. В конце концов, именно ваш звонок может подтолкнуть их к замене старой печи! 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Возможно, Джонсоны и сами понимают, что их микроволновая печь устарела, и просто откладывают покупку новой. Может быть, они дожидаются какой-нибудь распродажи, чтобы купить со скидкой. Это неважно Важно то, что они еще не начали действовать. А еще важен тот факт, что Джонсоны знают лично вас и/или вашу продукцию; кроме того, им известно, что вы эксперт в этой области и в случае необходимости к вам можно обратиться. Большинство профессионалов — врачи, юристы, агенты по торговле недвижимостью, агенты туристических бюро — меняют машины примерно каждые 30 месяцев Они хотят, чтобы их всегда видели в автомобиле последней марки их любимой фирмы. Поэтому самые мудрые из торговцев автомобилями постоянно держат своих клиентов в поле зрения. И, как только такой продавец замечает, что у клиента вот-вот появится желание поменять машину, он уже тут как тут Примерно за 2 месяца до того, как клиент начнет искать новый автомобиль, проницательный торговец уже начинает действовать. Он подбирает марку машины, которую, скорее всего, его клиент захочет приобрести теперь. Затем торговец садится за руль и приезжает к клиенту в новом автомобиле. Это делается не для того, чтобы продемонстрировать новинку, нет, предлог совершенно благовидный: торговец решил узнать, не нуждается ли машина клиента в починке — ведь ей уже 28 месяцев! Торговец обследует старую машину в течение нескольких дней, а клиент тем временем присматривается к новой. 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Такая стратегия напоминает мне приобретение щенка. Как вашему сыну удалось уговорить вас завести собачку? Он принес домой маленького забавного щенка — всего на несколько дней, поиграть Спустя пару дней родители — т.е. покупатели — и мысли не могут допустить о том, чтобы с ним расстаться.
Так и клиент — спустя несколько дней он влюбляется в новый автомобиль и w-чинает думать о том, как его получить. Он обращается к торговцу и начинает переговоры. Чего достиг торговец? Он заставил клиента желать новой машины. Такой стиль обслуживания гарантирует вам, что клиент снова и снова будет обращаться к вам. Некоторые торговцы автомобилями делают так: они оставляют клиенту видеокассету с новой моделью того автомобиля, в котором вы ездите сейчас; просмотрев запись (они самого лучшего качества и показывает автомобиль в самом выгодном свете), клиент мечтает только об одном: получить его прямо сейчас. Неплохой прием. ' 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Если вы не знаете, когда наступит срок замены вашего продукта, выясните это. Когда у клиентов появляется желание купить новую вещь? Чтобы ответить на этот вопрос, опросите тех своих клиентов, которые в настоящее время пользуются купленными у вас предметами. Скажите им, что вы проводите социологическое исследование, и вам с радостью помогут. Для начала убедитесь, что они еще используют купленный у вас товар (какой именно, зафиксировано в ваших записях). Затем спросите, какой продукт был у них до того, как они обратились к вам (или чьими услугами они пользовались, если речь идет об услугах). Единственный случай, когда ваши исследования могут не увенчаться успехом, — это когда продукт (услуга), проданный вами клиенту, является его первой покупкой такого рода. Если же клиент уже не первый раз приобретает тот или иной товар, спросите его, сколько лет вообще он им пользуется. Вот пример из жизни. Если вы продаете копировальные аппараты и ваш клиент пользуется купленной у вас аппаратурой в течение 17 лет, причем за все эти годы он четыре раза менял модель, нетрудно вычислить, что следующую покупку он совершает примерно 4 года спустя после предыдущей. Дождитесь истечения этого срока и обратитесь к клиенту, чтобы узнать о его нуждах и сообщить ему о новых моделях копировальных аппаратов. Если выяснится, что новый аппарат не потребуется ему еще в течение пары лет, поблагодарите за внимание и отметьте, когда вам надо будет снова напомнить о себе. 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Если речь идет о продуктах, которые периодически требуют замены, в выигрыше остается тот продавец, который оказывается возле клиента в нужное время. Станьте таким продавцом, и вы постоянно будете при деле. Помните: в нужное время в нужном месте. Принцип 6. Составьте список своих заказчиков Если вы в бизнесе более трех лет, у вас должен быть подробный список заказчиков вашей продукции (индивидуальных и компаний). Всем, кто включен в ваш список, задайте вопрос: сколько продавцов поступило к ним на работу и сколько уволилось за это время? Возможно, кто-то из продавцов продолжает работать в компании, но в другой должности. Если это так, то к кому перешли клиенты, с которыми он работал? Есть вероятность, что клиенты остались "без присмотра". Тогда вы можете очень вежливо попросить, чтобы вам оказали честь, позволив работать с ними. При том огромном количестве изменений, которые происходят обычно в делах компаний, менеджеры порой просто не в состоянии уследить за выполнением всех мероприятий, связанных с обслуживанием клиентов. Когда все очень заняты и компания быстро разрастается, вполне вероятно, что кто-то из клиентов окажется забыт. Так исправьте положение и позаботьтесь о них! Ведь прежде они уже покупали ваши товары или аналогичные вашим. чп
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Если ваша компания никогда не забывает своих обещаний, заказчикам и в голову не придет искать кого-то другого. Ну, а если заказчик давно ничего не покупал, подумайте — а вы его просили об этом? Старайтесь предугадать желания заказчиков еще до того, как они возникнут. Не давайте конкурентам ни одного шанса; стоит вам на минуту зазеваться, как они уведут даже самого верного заказчика. Просмотрите список заказчиков еще раз и найдите способ не только упрочить свои позиции, но и сделать так, чтобы их новые начинания были связаны с вами. Принцип 7. На гребне технического прогресса Выше я уже говорил о том, что нужно пользоваться тем моментом, когда у клиента только зарождается мысль приобрести тот или иной продукт. Порой это желание вызывается тем, что старый продукт выходит из моды или устаревает. Дело не в том, что у клиента возникла необходимость заменить вещь, которая пришла в негодность, новой, такой же или чуть лучше. Нет, клиент хочет получить самую новую, яркую, модную вещь — последнее слово техники и промышленного дизайна. Для него это вопрос престижа. Владея такой вещью, клиент показывает всем вокруг, что его дела идут блестяще. 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Как только у вас появилась новая модификация, последняя версия или просто снизилась цена, немедленно обратитесь к клиентам, которые уже являются вашими покупателями. Поскольку они наверняка заботятся о своем престиже, им не захочется отставать от технического прогресса. Главное в этой стратегии — найти верный подход к клиенту. Ваш клиент Билл приобрел стереосистему последней модели; недавно появилась новая модификация этой системы — у Билла ее, разумеется, нет. Не вздумайте звонить ему и с места в карьер кричать: "Эй, у меня для вас есть кое-что получше!". Во-первых, это фубая работа, во-вторых — невежливо. Начав разговор таким образом, вы, скорее всего, добьетесь обратного эффекта: Билл обидится и вообще откажется беседовать с вами, решив, что вы хотите раскритиковать его стереосистему. 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Вместо этого спросите клиента, как ему нравится работа его новой стерео-системы. Для вас важно убедиться, что он по-прежнему доволен приобретением. Только после этого вы сможете предложить ему новый продукт. Если у клиента появились жалобы, а вы, не зная этого, станете расхваливать другую модель этого же продукта, велик риск, что вы просто потеряете этого клиента. Итак, вы узнали, что клиент в восторге от своей стереосистемы. Скажите: Билл, я помню, сколько времени вы потратили на изучение разных моделей стереосистем, прежде чем решились вложить деньги в продукт нашей компании. Поскольку у вас такие обширные познания в области аудиотехники, не согласитесь ли вы послушать о новой разработке нашей фирмы? Как Билл отреагирует на ваши слова? Вы сделали комплимент его знаниям в области аудиотехники, оценили его разборчивость и интересуетесь его мнением. В такой ситуации он будет просто счастлив взглянуть на то, что вы предлагаете. Вы дали ему почувствовать собственную значимость. И, если ваш новый продукт и впрямь лучше того, что у него уже есть, возрастают шансы убедить его решиться на замену.
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Если вы не будете жалеть времени на то, чтобы интересоваться жизнью своих клиентов, вы точно будете знать, когда следует обращаться к ним с новыми предложениями. Соответственно увеличится и количество проданных единиц товара каждому из клиентов. Это то, что я называю "думать наперед". Принцип 8. Читайте газеты. Одно из лучших средств разведки вам каждый день доставляют прямо на дом; у него нет непонятного закодированного названия, и политики не кричат о необходимости ограничения его распространения. Этот инструмент называется просто газета. У меня давно вошло в привычку читать газету с карандашом в руке: так я сразу же смогу отметить все, что привлекло мое внимание, Даже если у вас компания международного уровня, вам все равно полезно знать местные новости и читать объявления. Если вы не любите газет и не интересуетесь политикой и уголовной хроникой, смело пропускайте соответствующие разделы. В любом случае самые полезные статьи для вас те, что повествуют о жизни и интересах среднего человека. Средний человек — это условное определение. За ним скрывается мужчина или женщина, состоящие в браке, работающие, имеющие детей, продающие и покупающие дома, порой начинающие свой бизнес... Полагаю, можно не продолжать. Если наш "средний человек" работает, значит, он делает карьеру. Что из этого следует? Правильно, он начинает больше зарабатывать. А как поступают большинство людей, когда их доход увеличивается? Покупают акции и вкладывают деньги в развивающиеся предприятия? Пожалуй — но далеко не все. Большинство, не мудрствуя лукаво, приобретают новые автомобили, большие дома, одежду высшего качества и абонемент в театр. Для того чтобы научиться "правильно" читать газеты, потребуется всего несколько дней. Научившись, вы будете поражены, сколько важной информации проходило мимо вас раньше. И не забывайте о карандаше. Появление детей вызывает новые потребности: страховка на более крупную сумму, более просторный дом, автомобильный "домик на колесах", услуги по доставке и по присмотру за детьми. Семьям, переезжающим в новые дома, нужна масса новых вещей — например, механизм для дистанционного открывания гаража, системы сигнализации, вентиляторы, страховка за дом и услуги садовника. Тем, кто решил начать свой бизнес, понадобится оборудование, штат сотрудников и поставки товара, которые смогут удовлетворить развивающееся производство. 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Я знаю одного агента по торговле недвижимостью, который находил клиентов с помощью раздела новостей ежедневной газеты. Например, он читал о том, что местная футбольная команда приобрела нового игрока. Агент тут же, не дожидаясь, пока новый игрок приедет в город, отправляет ему письмо, в котором поздравляет с переходом в новую команду и желает успешно устроиться на новом месте. Вместе с письмом агент отправляет копию заметки из газеты и предлагает свои услуги. Новый игрок никого не знает в городе, куда переезжает, и ему нужно где-то жить. Естественно, он обращается к заботливому агенту. Последний не только помогает футболисту купить дом, но и знакомит его с агентом страховой компании, врачами для всех членов семьи, ветеринаром, парикмахером и т.д. Видите, сколько пользы может принести одна газета стоимостью в несколько центов?
Принцип 9. Источник ценной информации В главе 1 мы говорили о том, как легко продавать себя. А вот чего мы еще не обсудили — так это того, насколько полезными могут быть для вас служащие вашей компании. Ведь в их распоряжении может оказаться нужная вам информация! Например, работники отдела бухгалтерии знают, кто из клиентов платит во время, а кто постоянно задерживает ежемесячные взносы. Это очень важные сведения для того, кто занят продажей! Изменив условия контракта для клиентов, которые не в состоянии заплатить вовремя, вы поможете и себе, и им Может быть, рост их доходов оказался не таким быстрым, как они планировали, или ваш товар или услуга оказались для них действительно слишком дороги. 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В ваших интересах сделать так, чтобы информация такого рода не прох-оди-ла мимо вас. Если у клиента проблемы с оплатой, измените объем поставляемых ему товаров (услуг) или внесите коррективы в ту часть соглашения, которая касается сроков оплаты. Покупатели не забудут вашей любезности, ваша предусмотрительность превратит их в надежных клиентов вашей компании. Если же информация из бухгалтерии не дойдет до вас, вы рискуете потерять таких клиентов: у них на руках окажется слишком много оборудования, которое они не в состоянии оплатить, им будет неловко сообщить вам об этом; в конце концов финансовые неурядицы и растущее недовольство собой и вами заставят их отказаться от услуг вашей компании. Заведите себе привычку регулярно просматривать документы, касающиеся оплаты ваших товаров (услуг) и гарантийного и послегарантийного обслуживания Интересуйтесь у служащих, которые занимаются обслуживанием, как часто клиенты обращаются к ним с вопросами. Если кто-то из покупателей проявляет очень большую активность, обязательно свяжитесь с ним. Возможно, дела у него идут в гору, и объем оказываемых вами услуг уже не отвечает его запросам. Возможно, у него появился интерес к другому виду продаваемого вами товара Если у клиента возник спрос, вы должны быть наготове со своим предложением. 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Всегда старайтесь предложить такое обслуживание, которое по объему и качеству превосходит уровень, принятый в вашей отрасли Это способствует налаживанию длительных связей, взаимного доверия и расширяет круг ваших клиентов. Принцип 10 пользуйтесь правилом одного метра 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Многие, очень многие продавцы-профессионалы своим процветанием обязаны именно этому правилу. Любому человеку, который оказался к вам ближе, чем на 1 метр, стоит рассказать о продукте или услуге, которые вы предлагаете. Как только вы изучите свой товар и научитесь вести себя непринужденно в роли продавца, я настоятельно рекомендую приступить к использованию "правила одного метра". От вас нужно только одно: с улыбкой сказать "Привет" и "очень приятно с вами встретиться". Заведите разговор. Проявите интерес к делам собеседника. Найдите повод сказать комплимент. Если вы женщина и разговариваете с женщиной, начните так: Какая прелестная сумочка! Где вы ее купили? Выслушав ответ, задайте следующий вопрос, связанный с ответом; найдите общие интересы — например, почему вы, как и она, стоите в очере-
ди в бакалейном магазине в 11 часов вечера Как только у вас обнаружатся точки соприкосновения, представьтесь и спросите ее имя. Таким образом вы подводите разговор к своим товару или услуге Если вы торгуете чистящими средствами, поинтересуйтесь. Вы никогда не пробовали пасту для удаления следов жевательной резинки с ковров? Или спросите А вы не заходили в новый магазин подарков возле парка7, если ваш магазин находится именно там Если вы продаете системы безопасности для квартир, можно спросить Я вижу, вы носите с собой фонарик С ним вы чувствуете себя безопаснее7 Услышав утвердительный ответ, заговорите о надежных средствах безопасности, которые вам удалось найти (и которые вы продаете). Неформальная похвала продукту порой позволяет сделать ему гораздо большую рекламу, чем все видеоролики, вместе взятые 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Я знаком с одним продавцом, который находит отличных клиентов за те несколько минут, которые он проводит в лифте, поднимаясь на шестой этаж' Вы даже не представляете себе, сколько полезных знакомств можно завести, стоя в очереди в кассу супермаркета или в кафе быстрого обслуживания' Отличный источник информации — служащие платных автомобильных стоянок. Они столько знают о машинах, которые чистят и охраняют' А еще больше об их владельцах Служащие стоянок все время слышат обрывки деловых разговоров Я не предлагаю вам заставлять работников шпионить за клиентами, упаси бог! Но и отказываться от такого источника информации не следует. Предположим, вы очень хотите встретиться с неким бизнесменом, который так занят, что для вас у него никогда не остается ни минуты. Служащий автостоянки сообщает вам, что человек, который вам нужен, будет в ресторане вечером, а ровно в 21 00 придет забирать машину. Что вы сделаете? Правильно, окажетесь там в это же время Итак, что нужно делать, чтобы краткие встречи с незнакомыми людьми превращать в прочные и долговременные деловые контакты? Для начала усвойте, что далеко не каждая такая встреча даст вам то, что вы ищете И тем не менее, неужели вы согласитесь упустить шанс добиться успеха9 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Вот что вы делаете Берете все свои визитные карточки — ну, хорошо, не все, хотя бы несколько штук (Продавцы славятся тем, что постоянно носят с собой огромное количество своих визиток Новичка можно сразу определить по карманам, набитым визитными карточками ) Да, берете карточки и очень аккуратно пишете Спасибо (или Благодарю Вас) на лицевой стороне. Внося в карточку информацию о себе и о своей фирме, оставьте хотя бы чуть-чуть свободного места, иначе вам просто негде будет написать эти слова. Начиная разговор с незнакомцем — с любым человеком, который оказался от вас на расстоянии ближе одного метра, — ведите себя вежливо и дружелюбно. Представьтесь, спросите у собеседника, чем он занимается или почему он тут оказался. Сделайте это в шутливой и непринужденной манере, поощряя собеседника рассказать о себе. Если он спросит вас о вашем роде деятельности, просто подайте свою визитную карточку. Большинство людей инстинктивно берет то, что им дают, если только их руки не заняты Взглянув на визитную карточку, ваш новый знакомый, возможно, поинтересуется, почему на ней написано Спасибо Любопытство свойственно почти всем людям, они начинают задавать вопросы почти рефлекторно Именно этого момента вы и ждете Услышав вопрос о Спасибо, вы улыбаетесь и просто говорите Просто я заранее выражаю благодарность за то, что когда-нибудь наступит день, когда вы решите воспользоваться моими услугами или порекомендуете мою фирму своим знакомым НА
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д”&!"1^ Внимание' эти слова нужно использовать именно в том виде, в каком я их привожу. Просто я придает оттенок непосредственности Заранее благодарю показывает, что вы любезны и хорошо воспитаны. Когда-нибудь связывает ваше сегодняшнее знакомство с будущим клиента. Это нейтральное, ни к чему не обязывающее слово Воспользоваться моими услугами показывает новому знакомому, что вы считаете его значительной персоной и неслучайным человеком в вашей жизни, а порекомендуете мою фирму своим знакомым указывает на уровень обслуживания, который вы можете предложить и в качестве которого уверены Когда ваш новый знакомый почувствует, что он важен для вас, он непременно сделает шаг навстречу Этот шаг навстречу проявляется по-разному. Собеседник соглашается позвонить вам и обсудить идею сотрудничества Он сообщает вам время, когда вы можете позвонить ему с той же целью Он не интересуется тем, что вы предлагаете, но сообщает, куда стоит обратиться с вашими предложениями. Чего вы добились? Гораздо большего, чем у вас было до этой встречи Теперь у вас появилась перспектива сотрудничества с клиентом и возможность получить от него других клиентов, которым он вас рекомендует Разведка - Ваш путь к успеху Если вы только начинаете карьеру продавца, не посвящайте разведке все свое время В конце концов, пока вы бегаете в поисках новых клиентов, кто-нибудь уведет тех, которые у вас уже есть. Успех в нашем бизнесе (как и в любом, подразумевающем работу с людьми) зависит от того, с каким числом людей вы успеваете пообщаться непосредственно за время работы Сначала — никуда не денешься — придется работать очень много Однако с каждом клиентом объем ваших знаний и опыта возрастает, совершенствуются ваши навыки и повышается уровень вашей работы в целом Но обходных маневров тут нет — на начальном этапе вам придется затрачивать на разведку очень много времени и сил. Вы, наверное, уже спрашиваете себя Да что он все про разведку, да про разведку' Я же не геолог, а продавец' Я отвечу так между этими специальностями немало общего. Вы ищете; пользуетесь специальными инструментами; вас не покидает надежда, вы постоянно и настойчиво работаете, чтобы достичь поставленных перед собой целей; наконец, вы не позволяете маловерам и скептикам поколебать вашу решимость Откуда же начать разведку? Итак, начинаем копать. У вас уже есть план. Вы внушили себе положительные установки и надежды на самое лучшее будущее Теперь вы готовы искать тех, кто получит максимальную пользу от предлагаемых вами товаров и услуг Один вопрос не дает вам покоя: Где7 Ну где же я найду этих замечательных, жаждущих моей помощи клиентов7 Отвел на этот вопрос зависит от того, какой товар вы предлагаете Если вы продаете товары или услуги от имени какой-либо компании, то во время изучения продукта вы должны были определить области, где в нем нуждаются больше всего. Начинать разведку следует именно оттуда. Если у вас частный бизнес, то вам придется потратить время на разработку собственных оригинальных методов изучения рынка.
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Самое лучшее — начать с людей, которых вы уже знаете. Работать с ними вам будет проще всего. Друзья и знакомые — отличная возможность попробовать свои силы в демонстрации продукта, ведь они окажут вам куда более теплый прием, чем совершенно незнакомые люди.
Если вы новичок в продаже, первые шаги на пути овладения этой профессией наверняка вывели вас из зоны комфорта. Поэтому я рекомендую начинать разведку с тех людей, с которыми вы чувствуете себя наиболее комфортно, — с друзей и родственников. Я называю их "близким" или "своим" рынком. Однако и здесь следует проявлять разборчивость. Если вы продаете велотренажеры, пусть вас не обескураживает, что 90-летняя тетушка Минни отказалась купить даже самый дешевый. Когда вы имеете дело с друзьями и родственниками, вас не мучают два самых главных страха, преследующих всякого, начинающего новое дело, — страх быть отвергнутым и страх провала. Ваши близкие любят вас, доверяют вам и хотят, чтобы вы добились успеха. Они стремятся вам помочь Обратитесь к ним и расскажите все. что вы решили заняться продажей, но пока еще мало что умеете, и, тем не менее, твердо решили сделать карьеру именно в этой области. Если только вы не начинаете новую карьеру каждые полгода, ваши близкие наверняка заинтересуются и захотят узнать побольше. Это самый подходящий момент попрактиковаться в искусстве демонстрации товара. 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Если ваши друзья и родные не годятся в покупатели вашего товара, все равно стоит обратиться к ним. Первое правило разведки гласит- никогда не действуйте на основании предположения, что не стоит обращаться к кому-то, поскольку он не может оказаться полезным для вашего бизнеса Может быть, ваши близкие ничего и не купят у вас, но они могут знать тех, кого заинтересуют ваши предложения. Не бойтесь спросить об этом Никогда не знаешь, где наткнешься на полезные ископаемые! При беседе со своими близкими используйте ключевую фразу: Мне очень дорого ваше мнение, поэтому я хотел бы услышать, что вы скажете Такое заявление польстит их самолюбию и вызовет желание помочь вам. После того как вы обсудите свое будущее с близкими друзьями и родственниками, обратитесь к просто знакомым. Поговорите с родителями друзей ваших детей, с соседями, с молочницей и почтальоном. Только дайте почувствовать, что нуждаетесь в совете, и никто не откажется его дать. Задавайте правильные вопросы, и вам укажут дорогу к важным и большим клиентам. Этот большой, большой мир
Возможности завязывать контакты практически неограниченны, если только ваш товар не представляет собой что-то узкоспециальное. Не стесняйтесь, пробуйте самые разные методы, и в конце концов вы нащупаете те, которые помогут вам добраться до настоящих клиентов. 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Если то, что вы продаете, предназначено в первую очередь фирмам и компаниям, начните с местного справочника "Желтые страницы". Те, кто вносит название своей фирмы в такие справочники, серьезно относятся к своему бизнесу. Они заняли прочное положение и не намерены его терять. Если ваш продукт или услуга помогут им в этом, вы просто обязаны обратиться к ним.
Если вы умеете пользоваться компьютером, проведите разведку с помощью Internet. Если нет, попросите кого-нибудь помочь вам в этом В Internet можно не только разместить информацию о своих товарах и услугах, но и получить ценные сведения об аналогичных продуктах, о клиентах и о бизнесе, которым вы занимаетесь. Всю необходимую информацию вы найдете в книге Internet для "чайников" (выпущенную издательством Диалектика). Прислушивайтесь к советампрофессионалов Если вы находитесь на начальном этапе своей карьеры, не пренебрегайте советами тех, кто уже достиг успеха и не прочь поделиться опытом. Найдите себе наставника — человека, более опытного, чем вы, интересующегося вашими успехами, желающего помочь если не делом, то хотя бы добрым советом Такого наставника вы можете найти в своей компании или, если у вас частный бизнес, через разного рода профессиональные организации и клубы. Большинство компаний, которые продают свою продукцию через сеть распространителей (дистрибьюторов), сами предлагают новичкам помощь одного из продавцов-ветеранов, организуя небольшой курс обучения. Обучение проводится за счет компании и дает прекрасные результаты- опытные продавцы лишний раз получают признание своего опыта и заслуг, а новички постигают проверенные методы ведения бизнеса. Помощь со стороны компании Если вы занимаетесь распространением продукции какой-либо фирмы, то вам проще находить клиентов, поскольку у фирмы есть отлаженные механизмы рекламы и исследования рынка. Многие компании предлагают своим продавцам уже подготовленную клиентуру; однако если вы хотите чего-то добиться, то сами должны заниматься разведкой. В этом случае вы не останетесь в проигрыше, даже если программа, предложенная компанией, себя не оправдает. Только не следует браться за изучение методов разведки в последний момент — этим надо заняться заранее. Если вы постоянно находитесь в поиске клиентов, то всегда сможете поддерживать свой бизнес на должном уровне. По телефрну, по почте, при личной встрече Существует три возможности связаться с потенциальными клиентами: по телефону, по почте и встретиться лично. Используя эти способы, вы пытаетесь убедить занятых людей уделить вам время, которое они могли бы провести с большей пользой для себя, — например на теннисном корте. Поэтому прежде чем вы получите шанс убедить клиента в ценности своих предложений, будьте готовы к тому, что от вас попытаются избавиться. Сделать это совсем не трудно. Ваше письмо может улететь в мусорную корзину, телефонный звонок — остаться без ответа. Самый лучший результат дает обычно личная встреча, но добиться ее подчас очень трудно. Большинство продавцов-профессионалов творчески объединяют все три способа и создают эффективную стратегию, гибко меняя тактику и прибегая к тому или иному способу в зависимости от конкретной ситуации. Для того чтобы научиться определять, какой способ окажется самым эффективным, нужен опыт, который приходит только со временем. в7
??????????? ? ?????????? ??????? ?? ???????? Звонки продавца, который рекламирует и пытается продать свой товар по телефону, частенько вызывают не интерес (на который он рассчитывает), а раздражение — особенно если вы слышите, как он шелестит страницами, торопясь выдать всю имеющуюся у него информацию Многие расценивают звонки такого рода как вторжение в частную жизнь Самая распространенная реакция клиента на попытку продать товар по телефону — "Спасибо, не надо". Если и вы сами так реагируете на продажу по телефону, то, наверное, удивляетесь, почему от этого способа еще не отказались А вот почему, на телефонный звонок требуется гораздо меньше времени, чем на организацию личной встречи. К тому же, если вы занимаетесь продажей по телефону, вам не надо разъезжать по стране от одного клиента к другому. Достаточно набрать несколько цифр Это эффективный способ поиска клиентов. Но продажа по телефону таит в себе множество ловушек. Во-первых, если вы решили попробовать себя в этом виде продажи, запаситесь толстой, как у бегемота, кожей. Во-вторых, позвонить и назначить встречу гораздо проще, чем позвонить и добиться того, чтобы ваш товар купили. Поэтому те, кто занимается продажей по телефону, начинают с опроса Таким образом они пытаются завязать отношения с предполагаемым клиентом По телефону это сделать труднее, чем при личной встрече. Метод опроса значительно облегчает эту задачу Если вы все же выбрали этот метод, вам нужно составить краткий, но впечатляющий текст. В нем должно быть что-то, что вызовет любопытство собеседника в отношении вашего товара или услуги Ваша цель — заставить его говорить (раздраженное бурчание не в счет). Чем больше он скажет, тем больше вы получите сведений о том, стоит ли обращаться к нему в будущем. 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Лучше всего, если в вашем списке не более пяти вопросов Всегда сообщайте собеседнику название компании, которую вы представляете, говорите, что вас попросили провести опрос и вы обращаетесь к собеседнику за помощью Если в ответ вам скажут что-нибудь вроде "нет времени", не спорьте и попросите назначить другое время, когда вам смогут уделить внимание. Если на другом конце не отказываются ответить на ваши вопросы, поблагодарите и немедленно спрашивайте. Если только собеседник не выразил горячей заинтересованности в том, что вы сообщаете, на звонок у вас должно уходить не более двух минут. Каждый звонок преследует две цели. 1 Назначить время и место встречи. 2 Получить разрешение отправить дополнительную информацию или еще раз позвонить Если собеседник не соглашается на личную встречу, постарайтесь получить разрешение хотя бы на передачу ему дополнительной информации ? ??????? ????? Если вы решили заняться поисками клиентов посредством почты, очень тщательно составьте список тех, кому будете отправлять информацию. Вообще, этот метод сам по себе не плох, но если вы проявите небрежность в составлении списка рассылки, то потеряете массу времени, сил и денег. Для клиента нет ничего проще, чем выбросить лист бумаги, который оказался у него в почтовом ящике. Еще проще сделать это тому, кто совершенно не интересуется вашим продуктом или услугой.
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Вместо того чтобы отправлять рекламный проспект, в котором рассказывается о вашем продукте или услуге, лучше пошлите ознакомительное письмо (размером не больше страницы) тем, кого вы уже знаете и кто скорее всего заинтересуется вашими предложениями. В письме укажите точные дату и время, когда будете звонить. Приложите к письму свою фотографию или придумайте что-нибудь интересное, чтобы привлечь внимание читающего Очень хорошо приложить фотографию на магнитике — тогда каждый раз, подходя к холодильнику, получивший письмо будет видеть ваше улыбающееся лицо Лицо — это то, на что покупаются все Фотография скорее приведет вас к успеху, чем звонок по телефону. Хотя, конечно, многое зависит от того, что вы скажете ??? ?????? ??????? Личный контакт — лучший способ разведки, но на него требуется больше всего времени. Хождение из конторы в контору, из дома в дом с единственной целью найти клиента требует также большой физической выносливости Что еще хуже, сегодня все заняты настолько, что ваше неожиданное появление может расстроить все планы. Поэтому старайтесь как можно больше выяснить у секретарей. Это ценный источник информации Секретарь может сэкономить вам время, сразу объяснив, что в ваших услугах здесь не нуждаются, если же у вас есть шанс найти клиента в лице этой компании, секретарь может помочь вам, сразу направив вас к нужному человеку Я часто думаю о том, что лучшим местом для поиска клиентов является не кабинет, в котором собираются руководящие работники, а кафе, где секретари пьют кофе Добившись встречи с клиентом, не уставайте повторять себе, как вам повезло, что такой занятой человек нашел для вас время. Он тоже кое-что может предложить вам — возможность продемонстрировать достоинства вашего товара или услуги. В наши дни подозрительность и недоверие очень распространены Если вы ищете клиентов с помощью методов, изложенных в этой главе, то сможете завоевать доверие своих потенциальных покупателей и станете желанным гостем в их домах и офисах Профессионально проведенная разведка, конечно, не гарантирует вам достижения немедленного успеха, но позволяет встречать каждую новую возможность, заранее настраиваясь на победу. Начиная карьеру продавца, попробуйте все методы разведки и выберите для себя самые подходящие Вы очень быстро обнаружите, что с помощью некоторых из них вы добиваетесь успеха быстрее; именно эти методы и станут вашими главными инструментами при поиске клиентов Однако, создав собственный стиль, не прекращайте поиск новых методов разведки, держите глаза и уши открытыми — вдруг ваши коллеги или конкуренты придумают что-нибудь совершенно новое'
????? 5 ???????? ?????? ? ???? ???? ????? ?? ????? В этой главе... Исследование бизнеса Как поймать Скользкого Эда Как справиться с восемью видами страха Слова, которые создают настроение Меньше говорить, больше слушать ™у то самое трудное в учебе? Отказ от прежних представлений, казавшихся ранее С^ вполне приемлемыми Вы наверняка слышали поговорки Меньше знаешь — крепче спишь и Чего не знаешь, от того не страдаешь Возможно, они хороши для простого обывателя, но тем, кто занимается продажей или убеждением и стремится чего-либо добиться на этом поприще, лучше о них забыть Незнание может настолько снизить количество продаж и нанести такой вред карьере продавца, что ему останется только бросить эту профессию. Грустно, когда люди, которые могли бы стать крупными бизнесменами и сделать блестящую карьеру, ничего не добиваются только потому, что думают, будто знают все и вследствие этого перестают работать над собой. Они не стремятся к новым знаниям, потому что держатся за устарелые представления и не могут отказаться от сложившихся стереотипов Глядя на лучших из лучших, элиту маркетинга или бизнеса, мы часто не представляем, сколько труда скрыто за внешним блеском. Вот о том, что скрыто, мы-и поговорим. Если профессионал добился того, что продажа идет как по маслу, то можете не сомневаться: тем нескольким минутам, когда он общается с клиентом с глазу на глаз, предшествовали долгие часы подготовки. Безусловно, нельзя знать все обо всем, если кто-то полагает, что знает все, то он просто готовит себя к грандиозному провалу. Я постоянно говорю своим студентам, что настоящего профессионала можно узнать по тому, что он продолжает учиться после того, как вроде бы узнал все Кажущееся знание — враг учения. Признавшись себе, что вам еще многому нужно научиться, вы делаете первый шаг к успеху. U“Jft4“L ff Лмляаин
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Отбросьте устаревшие представления. Чтобы добиться успеха в убеждении других, надо постоянно следить за новой информацией. За какой конкретно9 Да за любой, которая касается вашего товара, компании, конкурентов и (прежде всего) клиента Ибо сказано знание — сила 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Самое важное, о чем следует помнить, — это преимущество, которое дает способность поставить себя на место другого, или, другими словами, побывать в его шкуре. Пока вы не научитесь входить в положение клиента, вам не удастся заинтересовать его своими предложениями Так с чего же начать9 Разумеется, не с попытки содрать с клиента шкуру, а то и все три. Начните со своего бизнеса. Изучая рекламные проспекты и другие материалы, не пропускайте ни строчки Ваше усердие будет щедро вознаграждено позже Прежде чем завязать отношения с какой-либо компанией, соберите о ней как можно больше информации Найдите рекламные проспекты этой компании. Закажите один из ее каталогов Поговорите с кем-либо из отдела обслуживания о том, что они предлагают клиентам Поищите в прессе материалы, посвященные этой компании Если есть возможность, ознакомьтесь с ее финансовым отчетом. Узнайте имена президента и других ключевых фигур, обязательно уточните, как эти имена пишутся и произносятся. Да, знание — сила, если только правильно его применять. Не забывайте об этом, когда будете проводить свои исследования в области продажи. Слишком много информации - это сколько? Трудно сказать, когда информации становится слишком много. Решать, в конце концов, вам Если вы полагаете, что ваших знаний достаточно для выполнения своей работы и продажи товара, то, надо думать, вы хорошо поработали Но если во время демонстрации продукта выясняется, что вы чего-то не знаете, и этот факт может вызвать отказ клиента от вашего предложения, то знаний у вас явно недостаточно. Это как раз один из тех случаев, когда опыт подсказывает, что делать дальше. Предположим, что вы продаете бытовые и промышленные системы для очистки воздуха. Вы узнали, что есть предприятие, которое должно производить продукцию в строгом соответствии с существующими стандартами Для вас эта информация очень важна. На ее основании вы делаете вывод, что на таком предприятии большое внимание уделяется точности и четкости; следовательно, в помещениях не должно быть пыльно или влажно Вывод: ваш очиститель воздуха может оказаться здесь полезным. Если предприятие расширяется, продолжая занимать ту же площадь, то служащим приходится работать в большой тесноте А чем больше народу в помещении, тем вероятнее быстрое распространение разных болезней и тем актуальнее вопрос очистки воздуха. Руководство компании наверняка не заинтересовано в том, чтобы оплачивать бесконечные больничные листы, и ваше предложение будет как нельзя более кстати. Если финансовые отчеты компании свидетельствуют об устойчивом росте и грандиозных планах на будущее, можно сделать вывод, что здесь с интересом относятся к
любым новым идеям. Покажите им, что ваша система очистки воздуха соответствует самым современным требованиям в области технологии и дизайна, и, скорее всего, с вами захотят сотрудничать. Вывод: чем больше вы будете знать о клиенте, тем больше компетентности сможете продемонстрировать и тем эффективнее действовать во время демонстрации продукта. Этот принцип действует и тогда, когда вашим клиентом является конкретное лицо или целая семья: чем больше вы о них знаете, тем лучше. Если вы не только знаете имя клиента, его адрес и номер телефона, но и можете поговорить о его увлечениях, детях, работе, то вам проще расположить его к себе. Если, опять же, вы продаете системы для очистки воздуха и знаете, что в семье кто-то из детей страдает аллергией или астмой, то у вас в запасе есть дополнительный аргумент. О важности индивидуального подхода Если вашим клиентом является компания, очень важно знать, кто в ней принимает решения. Это может быть менеджер, агент по материально-техническому снабжению или начальник отдела. Проще всего узнать об этом у секретаря. Спросите' "Кто отвечает за..." и назовите сферу деятельности, к которой имеют отношение ваши товар или услуга. Секретари должны знать в своей компании абсолютно все. Получив ответ, задайте еще один вопрос: "Значит, мистер Картер визирует заказы?" Если мистер Картер действительно занят в этой сфере, но должен обращаться за разрешением на размещение заказов к кому-то еще, вы должны это знать. Выяснив имя и должность нужного человека, попытайтесь узнать о его характере, привычках, хобби и т.д В своих исследованиях я определил примерно девять различных типов покупателей. Чем быстрее вы определите тип личности человека, ответственного за принятие решений, тем более плодотворным будет ваша работа с ним. 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Ваши методы работы должны быть достаточно гибкими, чтобы вы легко могли подстроиться под любой тип личности. Никогда не действуйте по шаблону: этим вы сильно ограничите число клиентов, которых можете обслужить. Даже если вам не нравится человек, ответственный за принятие решений, это не повод упускать возможности, которые открывает перед вами сотрудничество с ним. А теперь я расскажу о девяти типах личностей, принимающих решения, и о том, как лучше всего работать с каждым из них. Эти типы демонстрируют особенности покупателей. Они, конечно, несколько схематичны; в жизни вы вряд ли найдете человека, который точно вписался бы в рамки примера. ?????????? N 1. ?????? ???? Она уже покупает продукцию вашей компании. Знает, чего можно ждать от нее. Удовлетворена уровнем качества продукции и обслуживания. С Дорой легко работать, и она будет верна вам, если вы не разочаруете ее. Если же у нее возникнут сомнения в вашей компетентности, она, не задумываясь, позвонит в компанию, чтобы ей прислали другого представителя. Как обращаться с Дорой? Не пытайтесь быстренько всучить ей товар или услугу только на том основании, что она уже знакома с качеством предлагаемого товара. Вы должны продемонстрировать прекрасное знание своей продукции, чтобы Дора всегда была твердо убеждена в вашей готовности удовлетворить ее требования.
?????????? N 2. ?????? ?????? Фредди — заправский ловкач, парень, который не успокоится, пока не убедится, что последнее слово осталось за ним и вы согласились в чем-то ему уступить. Нынче таких полно. Если вы ему в чем-то уступите, чтобы завершить продажу, он, скорее всего, будет этим хвастаться, расстраивая других клиентов, которым не удалось добиться подобных уступок. Как обращаться с таким Фредди? Дайте ему понять, что считаете его важным клиентом и не таким, как другие, — что он здорово разбирается в жизни и вы в восторге от его деловой хватки. Если считаете, что ради сотрудничества с ним стоит пойти на какие-то уступки, посоветуйтесь со своим менеджером или владельцем компании, как лучше это сделать. Чтобы заставить этого парня купить ваш продукт, не обязательно из кожи вон лезть. Вполне может хватить пары благодарственных записок или нескольких дополнительных встреч. Главное — дать Фредди почувствовать свою значимость. ?????????? N 3. ??????????? ????? Полли — сдержанная, сухая дама с высокой степенью ответственности. Ее работа связана с закупками. Как у всех людей этой профессии, у нее мало личных контактов, зато избыток встреч с продавцами, чередой проходящими через ее офис Она не рискнет слишком полюбить вас, так как в любой момент обстоятельства могут заставить ее предпочесть вам вашего конкурента. Здесь презентация должна проходить без сучка, без задоринки. Не пытайтесь быть с ней на короткой ноге. Оперируйте фактами и цифрами. Она будет оценивать каждый ваш шаг. Держитесь спокойно и уверенно. Это — ваш шанс выделиться из толпы продавцов, с которыми она встречается. Благодаря этому она вас запомнит. Покажите, что понимаете всю важность и сложность ее работы. Посылайте ей благодарственные записки. Вообще, демонстрируйте во всем профессионализм. Все делайте в письменном виде — Полли всему требует документального подтверждения. ?????????? N 4. ????????? ?? Эд — самый трудный покупатель. Он отказывается звонить вам. Он откладывает встречи или в последний момент переносит их на другое время. Ему нравится бегать по магазинам, пока вы его дожидаетесь. Он все время испытывает ваше терпение. Расспросите его секретарей или помощников. Возможно, они смогут подсказать, как добиться расположения и поймать его. ?????????? N 5. ?????? ?????? Саймон всегда на что-то жалуется и чем-то недоволен. Это не тот человек, с которым вы согласились бы оказаться на необитаемом острове. Для начала подумайте: стоит ли доход, который вы получите от сотрудничества с ним, тех сил, что он у вас отнимет. Если сотрудничество с ним приносит вам не самый большой кусок хлеба с маслом, то, может быть, стоит поменять его на другого клиента, который не будет мотать вам нервы. Ни один клиент не стоит того, чтобы рисковать из-за него физическим и нравственным здоровьем. Самое большее, что вы можете, — это слушать и сочувствовать. Чтобы свести к минимуму общение с этим типом, советую звонить ему за несколько минут до его обычного перерыва на обед или перед самым окончанием рабочего дня. Тогда уж он долго не поговорит. Если он сам названивает вам в другое время, отрывая от дел, придется научиться вежливо прерывать разговор. Подняв трубку и услышав знакомый голос, следует начать так. Саймон! Рад, что ты позвонил Я как раз собираюсь уходить. У меня осталось примерно пять минут — что я могу для тебя сделать за это время ?
Будьте вежливы и отзывчивы. В конце концов, именно благодаря этому Саймон и сотрудничает с вами. Если он станет слишком назойливым, то лучше и дешевле уступить его кому-нибудь другому в вашей компании Вдруг человек, которому достанется Саймон, окажется не таким чувствительным и сможет с ним нормально работать! ?????????? N 6. ??????????? ????? Она точно знает, чего хочет, и жаждет, чтобы это было написано кровью или, по меньшей мере, высечено на камне. Педантична во всем и большой специалист тотального контроля. Будьте очень организованны. Она ценит организованность — да что там, просто жить без нее не может. Записывайте каждую мелочь. Будьте пунктуальны. Все перепроверяйте. Как только она поймет, что на вас можно положиться, она это сделает. Несколько раз уточняйте, не перенесена ли назначенная встреча, и обязательно записывайте, что вам ответили. Малейшая небрежность расстраивает ее на весь оставшийся день. Если хотите добиться сотрудничества с Джуди и поддерживать его, вы должны стать воплощением порядка. 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Советую пересылать Джуди по факсу резюме каждой встречи с ней. Кроме того, отправляйте ей любую информацию, касающуюся очередной встречи. Иными словами, обращайтесь с ней так, как она обращается с другими Каждый любит себе подобных. ?????????? N 7. ???????? ????? Знойная, волевая женщина, претендующая на более высокое положение в компании. Она предпочитает не распространяться о своих потребностях, полагая, что вы прилежно выполняете домашние задания; а раз так — значит, сами знаете, что ей нужно. В разговоре с Луизой важнее всего упирать на то, насколько повезло компании иметь в своем штате такого специалиста, как она. Помните, в стремлении к власти Луиза, вероятно, не считается ни с кем, а люди, как правило, не любят работать с такими. У вас же нет выбора. К тому же Луиза может оказаться весьма полезной, если у вас возникнут трудности с выпиской счета или вы захотите продать товар другому отделу или дочернему предприятию этой компании. Если Луиза верит в вас и ваш товар, то окажет ' вам такую поддержку, какую вы не найдете ни у кого другого. ?????????? N 8. ????????? ?????? Ему во все надо вмешаться — таков его принцип, а скорее жизненное кредо. Он — самозванный эксперт Неохотно делится полномочиями. Требует, чтобы ему обо всем докладывали. Бывает бесцеремонен и может прерывать беседу с вами, чтобы поговорить по телефону или дать указания секретарю. Будьте крайне вежливы, компетентны и лаконичны. Не высказывайте никаких предположений. Дайте знать, что цените его время Если вам надоест, что вас постоянно перебивают, не говорите, что хотите прерваться для ленча. Это далеко не лучший выход. Лучше предложите перенести встречу в другое место — скажем, пригласите его на обед, где ничто не сможет его отвлечь. Или попросите секретаря или помощника Чарльза на время беседы по возможности оградить его от посетителей и звонков. Вежливой просьбы будет достаточно — если, конечно, у Чарльза нет твердого правила, что все звонки принимает он сам.
?????????? N 9. ???????????? ????? Первое, что Синди заявляет, это Мы всегда так делаем. Она консервативна, подозрительна, и любой ваш ход вызывает у нее сомнение. Скорее всего, она представительница "старой гвардии", проработавшая на предприятии много лет. Одобряйте ее возражения. Можете даже похвалить ее проницательность. Произведите впечатление на Синди, упоминая в разговоре людей и компании, которым она доверяет: чтобы утвердиться в решении, ей надо выяснить, кто еще пользуется вашими услугами. Ее осторожность, однако, может работать и на вас. Почему? Да потому, что если вы на нее столько сил положили, то можно не сомневаться — конкуренты уж точно зубы обломают. И если вам удастся убедить ее стать вашим клиентом, то мало шансов, что конкуренты смогут склонить ее к измене вам. Ваш главный враг - их страхи 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Страх, во всех его формах, — самый главный враг, с которым приходится сталкиваться при попытке убедить других Самая трудная часть вашей работы — помочь другим признать и преодолеть свои страхи. Только после этого вы сможете наладить с ними сотрудничество. Страх порождает сопротивление, с которым сталкиваются даже очень опытные продавцы. Если вы намерены продолжить свой путь к успеху в продаже, то должны научиться преодолевать его. Так чего же боится клиент? Я выделил восемь основных видов страха. Ваша задача — помочь клиенту справиться с ними. Считайте страхи барьерами, которые мешают вам предоставить клиентам превосходное обслуживание, и научитесь, завоевывая доверие клиента, разносить эти барьеры по кирпичику. Ваша задача — сделать так, чтобы клиент вас полюбил и доверился вам. А это происходит, когда вы относитесь к нему с симпатией и сочувствием. ???? N 1. ?????? ???????? Каждый клиент поначалу боится вас. Вы — продавец. Вы от него что-то хотите. Вы заводите с ним разговор, чтобы заставить что-то изменить в жизни. Даже когда вы предлагаете свои услуги кому-то, кого уже знаете — другу, знакомому или родственнику, — у них возникает безотчетный страх, потому что вы — профессиональный продавец. И это происходит в 99 процентах ваших встреч с клиентами. Я допускаю отсутствие страха только у ваших родителей и бабушек-дедушек, поскольку они, вероятно, доверяют вам независимо от роли, в которой вы перед ними выступаете. Они видят вас таким, каким должны бы видеть все остальные — в вашем естественном, не связанном с продажей обличье. ???? N 2. ?????? ??????? Следующий страх, с которым вам доведется столкнуться, — это страх допустить ошибку. Этому страху подвержены все мы, не так ли? Потому что всем нам приходилось ошибаться. Всем нам есть о чем сожалеть. То ли выбор неудачной прически или крема для лица, то ли неудачная покупка машины — какая разница. Где-то в глубине души гнездится страх, и причина его не столько в неудачном решении, сколько в том, что он ассоциируется с продавцом. Поэтому во время беседы с клиентом следует выбрать момент, чтобы всесторонне обсудить все аспекты решения, которое ему предстоит принять. Вы — эксперт. Вы знаете этот бизнес.
???? N 3. ?????? ??????????? Еще клиенты ужасно боятся переплатить — вам, вашей фирме, финансовой компании. Ваше вознаграждение за услугу почти всегда становится предметом спора с будущим клиентом. Редко кто пытается обсуждать вознаграждение за услугу с компанией. Но вас-то не воспринимают как организацию. Вы — не холодные, непроницаемые бетонные стены с пешеходными дорожками между ними, а теплое, из плоти и крови, человеческое существо. И клиент пытается вести переговоры с вами. Желание клиента поторговаться может вызвать затруднения, которые проявляются по-разному и зависят от умения продавца вести переговоры. Иногда клиент откладывает принятие решения, и вам приходится прерывать демонстрацию продукта Более подробно об этой ситуации рассказывается в главе 12 Клиент может ничего не знать о предлагаемом продукте, и вам придется рассказывать о том, насколько он выиграет от приобретения этого предмета. Клиент может начать ходить кругами, заявляя нечто вроде "Я был в другой компании, и там цены намного ниже" Услышав такое, можете ответить следующим образом. Знаете ли, за многие годы я кое-чему научился Когда люди тратят деньги, они надеются получить три вещи отличное качество, прекрасное обслуживание и, конечно же, минимальные расходы Я понял также, что ни одна фирма не в состоянии предложить все это одновременно Невозможно предложить отличное качество и прекрасное обслуживание за минимальную цену Позвольте же полюбопытствовать каким из трех условий вы готовы пожертвовать? Высоким качеством? Превосходным обслуживанием ? Или все-таки низкой ценой 7 Уважающий себя клиент, конечно же, заверит вас, что качество и обслуживание превыше всего, и вопрос о вознаграждении больше не возникнет Следующий шаг — повторите все, что предполагаете сделать для клиента и его компании Еще раз объясните, насколько он выиграет, согласившись на ваше предложение Если перед вами компания, которую действительно прежде всего интересуют низкие цены (чего вы предложить не можете), откланяйтесь и уходите Сделайте это тактично и сохраните возможность продолжения отношений Не исключено, что ради приобретения продукта высокого качества они все же решат не жалеть денег и примут ваше предложение ???? N 4. ?????? ???? ????????? Еще один свойственный покупателям страх — это страх быть обманутым. Как правило, клиент сомневается во всем, что вы говорите о пользе, которую он может извлечь из ваших товара, услуги или идеи Вот здесь и пригодятся ваши рекламные проспекты и деловые записи. Показав собеседнику длинный список довольных клиентов, вы сможете рассеять этот страх. Если же вы новичок, не имеющий послужного списка, скажите клиенту, что выбрали его компанию ввиду ее солидной репутации Если вы заняты совершенно новым делом в новой компании, имеете дело с новыми товаром или услугой, с новой концепцией — вам придется потрудиться самому и заручиться рекомендациями тех, кто занимается разработкой этого продукта
???? N 5. ?????? ??????? ? ???????? ????????? Многие боятся потерять авторитет в глазах тех, кто может узнать о неудачно принятом решении. Вам, наверное, тоже случалось ошибаться, принимая решение, об этом знали ваши близкие и долго потом напоминали вам о вашем промахе. Это унижало и смущало, правда? Именно поэтому многие клиенты откладывают принятие любого решения. Поскольку из-за этого страха клиент может вообще отказаться от сделки, первым делом следует помочь ему почувствовать себя с вами в безопасности. Дайте ему понять, что действуете в его интересах и предлагаете товар или услугу, которые действительно ему необходимы. Если перед вами несколько клиентов с равным правом принятия решения (например, супружеская пара), страх каждого из них ударить в грязь лицом в присутствии другого становится доминирующим Вполне вероятно, у них уже был неприятный опыт принятия ошибочного решения, и они не хотят снова оказаться в неприятной ситуации. Будьте особенно внимательны и тактичны ???? N 6. ?????? ?????????? Часто клиент боится неизвестности. Если он мало знает о вашем продукте (услуге) или не совсем уверен в их ценности для своей компании, это — основательная причина для того, чтобы отложить сделку. Если имя вашей фирмы хорошо известно, этот страх легко рассеять. Ну, а в ситуации, когда вы работаете в небольшой или малоизвестной компании, я советовал бы объединить усилия всех продавцов, чтобы добиться в своем регионе репутации солидного предприятия с качественной продукцией Это очень важно: хорошая репутация позволяет сэкономить массу времени. 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Кстати, лучшие продавцы получаются из бывших учителей. Заметьте, хорошие учителя, перейдя в продавцы, почти всегда становятся чемпионами Суть в том, что в процессе продажи вы просвещаете клиента — объясняете ему, что сотрудничество с вами ему выгодно Вы помогаете ему преодолеть страх перед неведомым и вселяете в него уверенность в том, что сотрудничество с вами принесет ему пользу ???? N 7. ?????? ??????? ?????? В сердцах некоторых клиентов страх является следствием неудачного прошлого опыта Если прежде они пользовались товаром или услугой, подобными вашим, то каковы их впечатления? Вам надо знать ответ на этот вопрос. А для этого следует задавать верные вопросы Если с ответом медлят, можно предположить, что прошлый опыт был неудачным, и вам придется приложить больше усилий Предложите ему опробовать продукт или услугу в течение какого-то времени — дайте что-то вроде испытательного срока Предоставьте возможность поговорить с довольными клиентами, которые в неформальной обстановке подтвердят качество вашего товара. ???? N 8. ?????, ????????? ?????-?? ??????? Страхи клиента могут быть вызваны и кем-то другим Кто-то, к кому клиент относится с восхищением и уважением, мог отрицательно высказаться о вашей компании, вашей продукции или о ком-то из ваших сотрудников. Так или иначе, эта третья сторона стеной будет стоять между вами и клиентом, пока вы не убедите его, что вы знаете свой товар и поэтому заслуживаете большего доверия, чем тот человек Чтобы добиться доверия, придется изрядно потрудиться. Тут стоит обратиться к положительным отзывам других клиентов
Знаете ли вы о чем говорите? Задумайтесь о силе воздействия слова Любое слово способно вызвать в воображении слушателя целую ассоциативную цепочку воспоминаний, впечатлений, эмоций и т д Так правильно ли вы обращаетесь со словами? Слова вызывают в нашем воображении разные картины — приятные и не очень Таким образом, наша речь несет не только информацию в виде фактов, но и придает этим фактам эмоциональную окраску Слова, которые помогают продавать Многие слова, типичные для ситуаций продажи, могут вызывать в сознании клиента неприятные ассоциации Опыт сотен тысяч продавцов подтверждает, что такие слова лучше заменить другими, вызывающими положительные эмоции 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Например, первые слова, которые я не советовал бы употреблять, — это продавать и продано Многие продавцы рассказывают клиентам, сколько товара они продали Или хвастают, что уже продали этот же товар другому клиенту Какие образы возникают в сознании от этих слов9 Никому не нравится сознавать, что ему что-то продают Это слово ассоциируется с тактикой давления и обычно отталкивает людей Соглашение начинает выглядеть односторонним, как будто клиент — что-то вроде неодушевленного предмета, которым манипулирует хитрый ловкач-продавец. Поэтому продавать и продано следует заменить на предложить или привлекли их Эти фразы вызывают более спокойные образы доброжелательного продавца и отзывчивого клиента, на равных участвующих в общем процессе. Еще одно широко применяемое при продаже слово — контракт. Какую картину рисует это слово в сознании покупателя9 У большинства людей слово контракт вызывает отрицательную реакцию Это то, чего родители советовали вам избегать, потому что контракт обычно печатается нарочно мелким шрифтом, составлен с помощью крючкотворов-юристов и к чему-то обязывает Куда мы идем, чтобы освободиться от контракта? В суд — не самое приятное место для большинства из нас 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Советую отказаться от слова контракт, если, конечно, это возможно в вашем бизнесе Вместо этого говорите бумага, соглашение или бланк. Отпугивают ли эти слова9 Возможно, но все же они более нейтральны, чем контракт Сделайте себе подарок выбросьте слово контракт из своего словаря А как насчет стоимости и цены^ Когда я слышу эти слова, то сразу представляю, как денежки уплывают из моего кармана Поэтому я рекомендую своим студентам заменять стоимость и цену на инвестиции и сумму Инвестиция — это вложение, вы вложили, значит, должны получить что-то назад Если для данного товара слово инвестиция не подходит, воспользуйтесь суммой Это слово тоже оказалось не такими пугающим для клиентов, как стоимость и цена То же относится к выражениям первый взнос и ежемесячные платежи Для большинства клиентов первый взнос — это крупные расходы, за которыми следует чуть ли не пожизненная кабала в виде множества более мелких ежемесячных платежей. Клиент тут же представляет, как он каждый месяц получает счета и бесконечно выписывает чеки — не самая радостная картина Замените эти выражения следующими: первоначальная инвестиция, первоначальная сумма, ежемесячная инвестиция, ежемесячная Часть // Ломяшмвв чяявиив яиа Киишшн i
сумма Все эти термины связаны с деньгами, поэтому, если пытаетесь убедить клиента расстаться с частью своих денег, используйте правильную терминологию. Как насчет купить^ Опять денежки уплывают из кармана. Используйте слово приобрести Приобрести наводит на приятные мысли о том, куда положить дома новую вещь, как показывать ее друзьям и родственникам и т.п. Еще одно слово, которым продавцы злоупотребляют, — сделка Оно наводит на мысли о жульничестве разного масштаба. Скорее всего, слово сделка вызывает в воображении бойких ребят в клетчатых пиджаках, торгующих подержанными автомобилями (я упоминал о них в главе 1), Лучшие продавцы никогда не предлагают клиентам заключить сделку. Они предлагают воспользоваться возможностью и договориться Клиенты никогда не возражают против товара или услуги — они выражают некоторую озабоченность У меня никогда не бывает проблем с продажей. Время от времени, однако, у меня могут возникать некоторые затруднения с проведением операций. Я никогда не расхваливаю перед клиентом продукт или услугу, а устраиваю рекламный показ, или демонстрацию, — именно это делает каждый уважающий себя профессионал. И, как специалист или эксперт по своим товару или услуге, вы не зарабатываете комиссионные. Вы получаете вознаграждение за услугу. 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Наконец, последнее, но не по значимости, слово, которого я советую избегать, — это подпись Можете не менять больше ничего, но никогда не предлагайте клиенту подписать соглашение, форму или бумагу. Что происходит на подсознательном уровне, когда человека просят подписать что-либо9 В большинстве случаев в его сознании зарождается тревога Он становится нерешительным и осторожным. Ему хочется перечитать то, что предстоит подписать, перелистывая страницы с гнусным мелким текстом В этой ситуации клиент может просто сбежать Ведь почти каждому из нас с детства внушали ничего не подписывать без тщательного изучения 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Так зачем же вам пробуждать подобные эмоции в каждом, кого вы пытаетесь привлечь к своим товару или услуге9 Вместо требования подписать, попросите одобрить, подтвердить, завизировать бумагу, соглашение или бланк Каждое из этих слов вызывает положительные ассоциации, что вам и требуется
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Может показаться, что глупо уделять столько внимания мелочам, однако невнимание к ним может привести к самым нежелательным последствиям Что ж, считайте эти мелочи несущественными, а мою суету вокруг них неуместной Но все же, если вы как следует подумаете, то поймете мою мысль язык — единственное оружие продавца Если продавец хорошо владеет языком (на благо своих клиентов), то он продает, продает и продает Слова, которыми мы пользуемся, — вовсе не пустяк Они в нашей профессии — один из самых важных инструментов
Иным словом - жаргон Из-за того, что возникло такое явление, как профессиональный жаргон продавцов, возрастает роль словарного запаса, который вы используете при продаже Жаргон — это слова и фразы, характерные для определенной области деятельности Если вы продаете медицинское оборудование врачам, вам следует знать их профессиональный язык и свободно им владеть Но если вы продаете бытовую электронику или компьютеры для домашнего пользования, сведите к минимуму применение технических терминов, пока не сумеете определить уровень, доступный для понимания клиентом Нет ничего хуже, чем оттолкнуть клиента непонятными ему словами Помните ваша цель — заставить клиента ощутить собственную значимость А для этого не надо ставить его в положение, когда он чувствует себя совершенным профаном Если объяснение оказывается для клиента слишком сложным, у него может вообще пропасть желание приобретать ваши товар или услугу В результате вы его тоже потеряете Нередко такие клиенты отправляются к продавцам, использующим непрофессиональные выражения и простые определения Большего успеха добиваются те продавцы, которые вовремя научились говорить на языке клиента Тот, кто хочет владеть словами, легко находит их Ни в одном языке мира нет специальных слов для богатых — все пользуются одними и теми же Каждый из нас может подобрать слова, которые сделают речь понятной и запоминающейся Слов очень много, и когда вам надо выразить свою мысль, выбирайте из тысяч слов именно те, которые с максимальной ясностью выразят то, что вы имеете в виду Нет никаких оправданий небрежному отношению к выбору слов
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Найдите время, чтобы составить список разнообразных, но понятных слов, описывающих ваши продукт или услуга Затем проверьте их воздействие на друзей или родственников — на ком угодно, только не на клиентах Если найдутся слова, которые не вполне понятны, подберите соответствующие синонимы или определения к ним Когда вы используете в разговоре с потенциальным клиентом какие-то термины, будьте готовы в любой момент объяснить обычным языком те из них, которые важны для понимания сути предмета Я уже упоминал о том, как важно говорить с клиентом на его языке Однако, если вы предлагаете ему нечто совершенно новое, то обязаны объяснить терминологию, без которой он не сможет понять суть продукта иди услуга Любой, кто хочет убеждать других, должен использовать подходящий для этого язык А вот пример высказываний, которые можно услышать от посредственного продавца Проанализируйте то, что он говорит ПРОДАВЕЦ Все соседские дети будут с восторгом купаться в вашем новом бассейне КЛИЕНТ Мне, пожалуй, и своих-то трудно будет оттуда вытащить ПРОДАВЕЦ Когда начнем копать9 В эту субботу или лучше в понедельник9 Уместен ли последний вопрос9 И что вообще продавец говорит неправильно9 Какой образ возникает в вашем сознании после фразы продавца "Все соседские дети будут с восторгом купаться в вашем новом бассейне"9 Я представляю себе толпу детишек, которые прыгают, плещутся, бегают и визжат во все горло Меня такая перспектива не воодушевляет 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Не забывайте о том, что я говорил о силе слова Будьте осторожны, рисуя словесные картины Несколько неосторожных слов могут испортить многочасовую работу В данном случае продавцу следовало сказать Все наши клиенты очень довольны, они говорят, что бассейн — отличный способ отдохнуть всей семьей Следующая фраза продавца Когда начнем копать? В эту субботу или лучше в поне дельник7 тоже вызывает отрицательные ассоциации При слове копать клиент представляет огромный трактор, с ревом ползущий по двору, выкорчевывая по пути розы и оставляя кучи грязи, — в общем, превращая двор в стройплощадку То-то работенка предстоит в выходные' Продавцу следовало бы сказать следующее Некоторые предпочитают присутствовать при закладке бассейна, а другие просто просят сообщить, когда уже можно будет купаться Мы можем приступить к работе в эту субботу или следующий понедельник Что вас больше устраивает ?
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Значение правильного подбора слов для карьеры продавца трудно переоценить Слова могут ускорить продажу или сделать ее невозможной помимо вашей воли Очень часто клиент и сам не может понять, почему он отказался от покупки Ему просто показалось, что "не стоит этого делать" Возможно, дело было в словах, которые произносил продавец Слова порождают образы, те, в свою очередь, — настроение Поэтому относитесь очень внимательно не только к клиенту, но и к тому, какое впечатление производит ваша речь на него
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У человека два уха и один рот, Чтобы хорошо убеждать и продавать, надо научиться соответственно использовать эти инструменты, данные нам природой. Слушайте в два раза больше, чем говорите, и вам почти всегда будет сопутствовать успех. Если вы больше говорите, то ничего не узнаете о клиенте и его запросах; не услышите реакции клиента или его сомнений; излишней разговорчивостью можете породить в клиенте сомнения, которых прежде не было; можете отвлечь внимание клиента от своего предложения; даете клиенту больше возможностей не соглашаться с вами, сомневаться в каком-то из ваших утверждений или и то, и другое одновременно; оттесняете клиента на задний план; вся ваша энергия уходит на слова — вы не в состоянии оценить развитие ситуации; не можете управлять течением беседы; не можете убедить человека принять нужное решение. Мало кто честно признает, что говорит слишком много. Но если бы вы присутствовали на таком количестве демонстраций, какое посетил я за 25 лет учебы, продажи и преподавания, у вас бы выработалось поистине сверхъестественное чутье на каждое слово, выходящее за рамки необходимого. 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Чтобы развить подобные способности, попробуйте следующие два упражнения 1. Прислушайтесь к тому, что говорят продавцы вам или другим клиентам. Обратите внимание на то, какое влияние оказывают их слова. Слушая, задавайте себе вопросы. Какие эмоции — положительные или отрицательные — вызывают их слова у вас? Нет ли в их речи таких утверждений, которые могут вызвать возражения против предлагаемых товара или услуги? Все ли их слова необходимы? Задав вопрос, внимательно ли они выслушивают ответ клиента? Продвигаются ли они вперед с помощью вопросов или сбиваются с курса, рассказывая о свойствах и преимуществах товаров, к которым клиент не проявил интереса? 2. Запишите свой разговор с клиентом на магнитофон. Вы будете поражены тем, сколько наговорили лишнего Чтобы определить, что именно лишнее, задайте себе следующие вопросы • Каково качество задаваемых вами вопросов?
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Помогают ли эти вопросы получать новую информацию, способствуя операции продажи, или просто заполняют паузы? (От вопросов мало пользы, если ответы на них не дают информации, которая помогает лучше обслужить клиента и продолжить процесс продажи ) Наблюдайте за другими и за собой более внимательно, чем привыкли это делать Выясните для себя, что означает правильно слушать. А это значит — слушать других людей, а не себя самого. По мере того, как вы будете узнавать о продаже все больше и больше, фраза ему палец в рот не клади начнет приобретать для вас новый смысл. Помните если вам кто-то положил^ в рот палец, вы должны попытаться ухватить и остальное. Но тут важно действовать наверняка. Поэтому зря рот не разевайте, а держите его закрытым и больше слушайте
Глава & Незнание сводит к нулю ваши шансы на успех
????? 6 Знание продукта В этой главе... > Значение равновесия > Сведения, без которых нельзя обойтись > В чем их выгода? > Пусть каждый раунд заканчивается в вашу пользу *утобы продать продукт, очень важно знать о нем все. Обучая слушателей основам •^ искусства торговли, я обычно рисую равносторонний треугольник. Боковые стороны составляют знание продукта и тактика и стратегия продажи, о которых мы все время говорим в этой книге В основании лежат энтузиазм и цели, а также положительные установки 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энтузиазм и цели Все стороны треугольника одинаково важны. Трудно предсказать, насколько преуспеет человек, владеющий лишь двумя из них Специалист, у которого недостает одной из сторон, вряд ли сможет до конца реализовать все свои возможности и продемонстрировать достаточный уровень компетентности О значении равновесия Все, вероятно, слышали о роли равновесия в жизни. Люди, с утра до вечера занимающиеся только бизнесом, вскоре обнаруживают, что их личная жизнь расстроена. Те же, кто драгоценные рабочие часы растрачивает на домашние дела или встречи с друзьями, часто оказываются без работы или не на лучшем счету в своей компании.
Итак, поскольку существует по меньшей мере три в равной мере важных аспекта деловой карьеры, необходимо, чтобы все они были так же равноценны, как стороны в нашем треугольнике Одного знания продукта недостаточно... Если бы знание продукта было в торговле самым важным фактором, то лучшими его продавцами были бы разработчики и изготовители продукта Однако наличие лишь одной из трех составляющих треугольника при отсутствии остальных к успеху не приведет Конструкторы редко являются теми, кто обеспечивает поступление товара к конечному потребителю Разумеется, никто лучше их не знает своего продукта. Однако до тех пор, пока они не выработают у себя необходимых навыков и не осознают роли психологических установок, их методика продажи будет на 99% состоять из описания продукта, и только 1% придется на соответствие продукта нуждам конкретных потребителей, вдобавок на вас обрушится бесконечный поток мудреных технических терминов Конечно, порой конструктор все же выступает в роли продавца он продает свое изобретение Тем, Кто Принимает Важные Производственные Решения. Однако последних техническим лексиконом не удивишь Кроме того, они сначала захотят узнать, какой будет реакция потребителя на этот продукт В обычной же ситуации единственное, что извлекает покупатель из общения с конструктором, это доскональное знание всех свойств продукта — к несчастью для тех производителей, которые попытаются предложить тот же товар. Подкованный покупатель тут же засыплет их коварными вопросами Кроме того, дизайнерам обычно недостает энтузиазма по поводу предлагаемых технологических новинок, столь необходимого для их успешной реализации на рынке Участие в создании продукта на стадии его проектировки заставляет дизайнера переключаться на следующий проект раньше, чем его модель успевает попасть к конечному потребителю Конструкторское внимание сосредоточено на достижениях завтрашнего дня, на горизонте — куда более совершенные технологии Неудивительно, что к достижениям сегодняшним он уже охладел Одного энтузиазма тоже мало Вы случайно не из тех, о ком говорят "Много хочет — мало получит"9 Что я имею в виду9 А вот что вы новичок, вы волнуетесь, у вас мало опыта, но вы слыхали о больших деньгах, которые делают акулы бизнеса, у вас грандиозные замыслы, и вы ждете не дождетесь удобного случая, чтобы размахнуться по-настоящему Однако у вас слишком мало знаний и опыта в отношении тактики и стратегии торговых сделок. 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Вот что происходит обычно со всяким, у кого большие амбиции, но мало опыта С энтузиазмом бросаясь в море торговых отношений, он быстро терпит неудачу, пытаясь навязать свой продукт всем и каждому. А навязывание — это вообще не метод продажи Отказы сыплются один за другим. В конце концов бойкий новичок вынужден либо обратиться за советом к более опытному коллеге, либо навсегда похоронить мечты о больших доходах.
Важнейшие сведения о продукте Значительная часть настоящей книги посвящена той стороне треугольника, которую мы назвали тактика и стратегия продажи. Об установках и энтузиазме рассказывается в главе 15, а пока поговорим о знании продукта. Что вы обязательно, несомненно, безусловно должны знать о своем продукте, чтобы успешно его реализовать? Начнем с очевидного. Как точно называется продукт. Имеете ли вы дело с его последней моделью. Чем он лучше предыдущей модели. Его быстродействие (и другие важнейшие характеристики). Как обращаться с ним во время демонстрации. Модели каких цветов выпускаются. Возможный день доставки. Цена. Сроки и вид оплаты. Даже компания с хорошо поставленной системой обучения продавцов должна проработать эти вопросы с новичком, прежде чем допускать его к покупателю. К сожалению, в реальной жизни некоторые компании дают продавцу лишь минимум необходимой информации, предоставляя ему самостоятельно восполнять пробелы. Основная часть обучения состоит в том, чтобы выяснить спектр возможных вопросов покупателя и подготовить информацию, необходимую для компетентных ответов. Информация о продукте: ищите и обрящете 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Хорошо, если компания, в которой вы работаете, или производитель, товары которого вы распространяете, регулярно проводят семинары по продукту. Подобные мероприятия обязательно следует посещать. Это отличный шанс получить информацию "из первых рук". И не забудьте заранее подготовить список вопросов. Если тот, кто проводит семинар, не ответил на ваши вопросы в своем выступлении, найдите возможность задать их до того, как сия осведомленная личность удалится из зала. Возможно, ваша компания заваливает вас ворохом брошюр и документацией по своему товару или услуге. Не жалейте времени на то, чтобы все это прочитать. Но это не должно быть чтением для развлечения. Изучите предлагаемую литературу. Нет ничего хуже, чем на глазах у клиента судорожно рыться в книжках в поисках ответа, который вы должны были бы знать, но, увы, не знаете. Если семинары и необходимая литература отсутствуют, при первом же удобном случае исследуйте свой продукт (если, конечно, это то, что можно взять в руки). Почувствуйте себя ребенком, которому дали новую игрушку. Повертите ее в руках. По-экспериментируйте с ней. Осмотрите все имеющиеся образцы и попытайтесь подойти к ним с позиции покупателя. Отметьте для себя непонятные детали. Скорее^ всего, у вас возникнут те же вопросы, которые вы потом услышите от клиентов. Найдите на них ответы, и можно считать, что вы хорошо подготовились к демонстрации.
Найти ответ вам помогут покупатели и коллеги 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Если у вас нет возможности поэкспериментировать со своим товаром, постарайтесь добыть максимум сведении от людей, уже испытавших его на практике Выясните, что они думают о нем и каков их опыт его эксплуатации Вполне возможно, что ваши конкуренты, рассказывая покупателям о товаре, упустили из виду какую-нибудь его особенность. Помните" покупатель — это необычайно ценный источник информации, если не терять с ним контакт. Бывалые и опытные продавцы зачастую держат в голове массу полезной информации, которую они не удосуживаются записать Стоит только подольше пообщаться с ними, и вы получите множество ценных сведений. Следите только, чтобы деловой разговор не превратился незаметно в "охотничьи байки", которые так любят рассказывать "старые волки", — остановить поток воспоминаний бывает нелегко Так что глядите в оба 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 Вот метод, который работает всегда. Попросите разрешения присутствовать при встрече с клиентом, которую проводит самый преуспевающий продавец компании. Понаблюдайте, как он держит себя с покупателем, как помахивает инструкцией, как показывает составные части, как, наконец, демонстрирует продукт... Запомните слова, которыми описывает продукт. Прочувствуйте атмосферу, которую он создает. Ведь очень важно не только что предлагать, кому и почему, но и как'. Хочу посоветовать вам всегда обращаться со своим товаром бережно и осторожно Если вы небрежно швыряете инструкцию, товар или его детали, покупатель сочтет, что так же вы относитесь к своему делу и к нему, клиенту. ??????????? ? ??????????????? Что бы вы ни продавали, постарайтесь найти способ посетить предприятие, где разрабатывается и производится данный продукт. А лучше отправляйтесь прямо к автору идеи и попытайтесь узнать, как сам он оценивает свое детище Здесь невозможно знать слишком много. Покупатель должен видеть, что вы являетесь самым компетентным человеком, отлично знающим новейшие достижения в своей области. Согласитесь ни одной компании не хочется, чтобы ее представлял дилетант. Трудность состоит в том, что в наши дни новые технологии появляются буквально ежеминутно. Мир меняется так быстро, что нельзя пренебрегать никакой доступной информацией. Технологии завтрашнего дня требуют близкого знакомства с сегодняшними продуктами и соответствующих знаний, без которых невозможно двигаться вперед. Конкуренты, конечно, тоже не дремлют Большинство компаний имеют специальные отделы, которые занимаются выявлением конкурирующих фирм и анализом их работы, информацию из этих отделов получают агенты по продаже. Если ваша компания также занимается этими вопросами, всячески поддерживайте тех, кто тратит силы на изучение деятельности конкурентов, иначе вам самому придется заняться этим делом, требующим, между прочим, большого количества времени Однако нельзя полагаться лишь на один источник информации Если у вас собственный бизнес, то к сбору необходимых сведений о конкурентах придется подключить членов семьи. Можно обратиться в службы, которые занимаются подборкой га
зетных материалов вы будете получать свежую информацию, причем за довольно скромное вознаграждение. Ничего не поделаешь в ежедневной изнурительной борьбе против конкурентов приходится все время быть начеку 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Попросите клиентов, которые имели дело с конкурирующей фирмой, поделиться своими впечатлениями о ее продукции Сделайте подробные заметки и держите их всегда под рукой Если же новый клиент вдруг стал предпочитать ваш товар товару конкурента — выясните, что оказалось решающим фактором, и учитывайте это в последующей работе В чем моя выгода?
Не знаю, согласитесь ли вы с моим утверждением, но я уверен, что человеческое сознание устроено по принципу ВЧМВ. ВЧМВ — В Чем Моя Выгода7 Люди — эгоистичные создания, и их естественные потребности направлены на достижение максимального комфорта Ответьте мне, только честно, когда в последний раз вы оказывали услугу без тайной надежды получить что-нибудь взамен9 Прежде, чем начать уверять меня в своей абсолютной бескорыстности, подумайте хорошенько Я спрашиваю, когда вы абсолютно ничего не ждали взамен9 Как вы сказали9 Альтруизм9 Благородство? Отвечать добром на добро — естественная потребность каждого9 Нет-нет, спасибо, спасибо — чушь, чепуха, ноль без палочки, дырка от бублика Если вы обычный, нормальный человек, то вряд ли припомните такие случаи Тут уж ничего не поделаешь — каждый ждет за свои усилия какой-нибудь платы — хоть чего-нибудь, хоть шоколадки Вознаграждение, пусть и невещественное — объятия, поцелуи, горячее рукопожатие или нежная улыбка, — это всегда вознаграждение. 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У покупателя та же психология В вас он видит человека, который способен избавить его жизнь от проблем. Для него вы — тот, кто дает больше, чем получает, то есть — обслуживает Именно удовлетворение нужд клиента должно быть единственной целью ваших с ним контактов — неважно, предлагаете ли вы ему информацию, услугу или продукт. И в чем же его выгода?
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Я всегда учу студентов не навязывать покупателю своего отношения к представляемому вами продукту. Клиента не волнует, нравится ли вам данный товар или услуга Ему нужна информация, которая поможет решить, подходит ли этот продукт ему Входя в дом потенциального покупателя, постарайтесь все время смотреть на себя и происходящее со стороны Я рекомендую эту тактику, поскольку, пока вы еще не втянулись, контролировать эмоции бывает довольно трудно А что толку заливаться соловьем, если клиент остается глух к вашим песням9 Поставьте себя на место клиента Вот отличное упражнение для развития правильной тактики представления товара. 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Представьте, что вы — ваш покупатель Для этого надо ознакомиться с историей его компании и узнать, что представляют собой ее товары и услуги и кто принимает решение о покупке Чтобы успешно справиться с этим упражнением, задайте себе следующие вопросы
Что даст мне это предложение? Поможет ли оно сделать мою работу более эффективной и производительной? И еще один вопрос на случай, если перед вами человек, чье положение в компании не позволяет ему принимать окончательные решения. Ему, конечно, придется предстать перед "верховным судьей" (т.е. одним из его боссов) и доказывать целесообразность покупки вашего продукта. Поэтому прорепетируйте и эту роль, пытаясь ответить на вопрос: Что подумает обо мне начальник, если я приобрету этот продукт? Если для ответа на эти вопросы вам не хватает информации, придется вернуться к роли исследователя. На встречу с клиентом нужно идти будучи уверенным, что ваш продукт действительно необходим тому, кому вы его предлагаете, или, по крайней мере, кому-то из его коллег. Помогите им, и они помогут вам Конечно, если вы продаете продукт личного характера, вам стоит апеллировать к эмоциям и самоуважению покупателя. Улучшит ли ваш продукт самочувствие клиента и его внешний вид, поможет ли выглядеть более профессионально в глазах тех, на кого он хотел бы произвести впечатление? Все это нужно учитывать.
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С другой стороны, если продукт предназначен для нужд компании, а ваш собеседник занимает в ней невысокий пост, попробуйте сыграть на его самолюбии. Намекните ему, что он проявит предусмотрительность и деловитость, оценив преимущества, которые ваш продукт даст его компании. Поинтересуйтесь, какие задачи ставит перед собой эта фирма. Покажите, как с помощью вашего товара или услуги можно решить эти задачи и подняться на ступеньку-другую по служебной лестнице. И можете мне поверить, это подстегнет тщеславие вашего клиента. Как только вы научитесь преподносить свой товар как средство от конкретных проблем, количество успешных сделок возрастет, а круг клиентов расширится. Два проверенных способа разобраться в меняющихся потребностях клиентов Существует два качества, которые вы наверняка хотели бы проявлять при любых обстоятельствах. 1. Сохранять контроль над ситуацией. 2. Проявлять профессионализм. Переговоры — это процесс, в ходе которого должен быть найден компромисс, и удерживать ситуацию под контролем возможно, лишь располагая достаточной информацией. Вы должны точно знать козыри ваших оппонентов, или, по меньшей мере, быть в состоянии сделать на этот счет более или менее верные предположения. Но важнее всего, чтобы ваше поведение оставалось профессиональным при любом исходе.
Пусть каждый раунд заканчивается в вашу пользу
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Агенты по продаже руководствуются в своей работе принципом: меньше обещаний, больше дела. Если вы выполнили домашнее задание, то точно знаете, в какой мере ваш товар или услуга отвечает нуждам каждого конкретного покупателя. Вы также можете представить, что он хотел бы иметь. Вооружившись этими знаниями, вы решаете, как лучше вести игру. Если у вас есть именно то, что требуется вашему клиенту, сообщите ему об этом. 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Но если вы можете предложить больше, чем клиент может ожидать, не спешите об этом сообщать при первой же встрече. Этот козырь лучше придержать на тот случай, если появится конкурент с более выгодным предложением. Оставляя для себя "заначку", вы удерживаете контроль над ситуацией и сохраняете возможность приятно удивить покупателя. Не стоит недооценивать силу воздействия сюрприза как на сомневающихся, так и на тех, кто уже стал на вашу сторону. Независимо от результата продумайте свои дальнейшие действия Действия, которые последуют за сделкой, лучше продумывать еще до ее совершения. Эффективное развитие отношений с клиентом слишком ценно, чтобы им можно было пренебречь. Вы знаете продукт. Знаете, какие вопросы возникнут в течение первой недели, второй недели и через 90 дней после его приобретения. Поэтому разработайте нечто вроде графика, с помощью которого постепенно и эффективно решайте возникающие у клиента затруднения. Никто не вступает в бой без надежды на победу. Ваша система должна помочь приблизить ее. Однако помните, что совершить сделку удается не всегда. Но даже в этом случае не спешите сдавать дело клиента в утиль. Несостоявшиеся сделки также требуют развития. Независимо от результата будьте готовы к дальнейшим шагам. Это только усилит ваш профессиональный имидж и оставит двери открытыми для будущих контактов.
????? 7 ????? - ????? В этой главе... > Стук в дверь > Изучаем основы демонстрации продукта > Дайте клиенту возможность почувствовать себя владельцем вашего товара > Демонстрации — красиво и ненавязчиво ^демонстрация (показ) продукта — это шоу. Это процесс, направленный на то, *^^ чтобы растормошить клиентов. На это компании не жалеют сотен тысяч долларов и многих часов работы, в результате чего на свет появляется бесчисленное множество графиков, моделей и опытных образцов. Демонстрация продукта может принимать разные формы — от выпуска брошюр с краткими пояснениями до организации настоящего представления — с песнями, танцами, фуршетом, клоунами и фейерверками. В выборе способа многое зависит от представляемого предмета и имеющихся средств.
Добившись права продемонстрировать ваши идею, товар или услугу, вы, тем не менее, еще ни на шаг не приблизились к победе. Ответственный руководитель всего лишь выбрал вас — возможно, отдав предпочтение перед другими претендентами, — и предоставил тем самым шанс доказать, что вы так же ловки на деле, как на словах. Однако назначение даты демонстрации продукта еще не гарантирует вам ни особого статуса, ни теплого приема. Вполне вероятно, что, приглашая вас, клиент про себя думает что-то вроде: "Ну-ка, порази меня чем-нибудь!" или: "Интересно, чем ты подкрепишь свои красивые слова?". Не слишком-то ободряет, правда? 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Очень важно заранее представлять себе, что от вас может понадобиться клиенту, с которым вы собираетесь встретиться (более подробно этот вопрос рассматривается в главе 4). Клиенты так и ждут, что их засыплют полезными для их бизнеса предложениями. Вашим собеседником может оказаться управляющий, который принимает решение о покупке; но велика вероятность, что это будет рядовой сотрудник фирмы с единственным заданием — найти поставщика того или иного продукта. Задача такого сотрудника — отобрать 2-3-х потенциальных поставщиков, каждому из которых предстоит потом выдержать экзамен в беседе с управляющим. Большинство агентов по продаже проходят через это испытание не один раз, обращаясь по очереди в несколько конкурирующих фирм. Если вы как следует выполните домашнее задание, то будете точно знать, кто и почему включен в "экзаменационную комиссию".
Начиная демонстрацию продукта, выразите признательность тем, кто пригласил вас, окиньте взглядом присутствующих и попытайтесь определить, за кем из присутствующих останется последнее решающее слово. Обычно в каждой группе только один такой человек, причем необязательно тот, с кем вы договаривались о демонстрации. Однако точно определить, кто будет принимать решение, можно лишь внимательно понаблюдав за поведением всей группы. 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Следя за действиями членов группы, вы, вероятно, обнаружите некоторое сходство в их поведении с тем, что происходит в стае волков (если, конечно, регулярно смотрите передачу "В мире животных"). В обоих случаях вожак — тот, к кому обращаются подчиненные, когда возникают трудности. И другой признак — босс обычно занимает в помещении самый удобный наблюдательный пункт. Этот пункт находится либо во главе прямоугольного стола, либо — если стол круглый — прямо напротив вас. Иногда, впрочем, "вожаки" садятся поближе к двери в ожидании срочного вызова или звонка. Однако следует иметь в виду, что некоторые из ключевых фигур ведут себя не так, как следовало бы ожидать, например скромно сидят где-нибудь в глубине комнаты. Определить эту важную личность не всегда легко, но раз уж вы всерьез решили развивать свои навыки в хитроумной и захватывающей игре, которая зовется искусством продавать, то вскоре научитесь "вычислять" такого человека в первые же несколько минут. Торопитесь - у Вас только 17 минут! В современном мире 10-секундных рекламных роликов становится все очевиднее, что сегодня мало кто стремится развивать свои способности к концентрации внимания. Другими словами, надолго привлечь внимание обычного человека к какому-либо предмету трудно; оно как мыльный пузырь: был — и нет его. 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Отсюда следует, что вы должны сократить текст речи до нескольких минут, а остаток времени провести, активно вовлекая слушателей в процесс демонстрации с помощью вопросов, наглядных средств и демонстрации образцов товара. Я всегда учу студентов репетировать, проигрывать и шлифовать текст речи до тех пор, пока она не сократится до 17 минут. Перешагните рубеж 17 минут — и мысли слушателей начнут разбегаться, а веки слипаться. Краткость и выразительность вашей речи не только помогают аудитории не заснуть, но и демонстрируют вашу заботу об их драгоценном времени. И, если и не явно, то где-то на подсознательном уровне слушатели поймут это и почувствуют к вам благодарность, что в конечном счете добавит вам очки. Уложиться в этот регламент не всегда легко, особенно, если вы продаете сложную технику. В этом случае после первых 17 минут можно сделать короткий перерыв, после которого подвести итог сказанному или перейти к вопросам и ответам. Позвольте слушателям немного поразмяться. Когда у вас в конечностях не циркулирует кровь, где уж тут сосредоточиться! Магические 17 минут начинаются не с момента, когда вы входите в комнату, и не тогда, когда знакомитесь с клиентами. Они начинаются с той минуты, когда вы переходите к сути дела — т. е. объясняете преимущества продукта и доказываете, что его приобретение выгодно данным покупателям.
Перерыв — залог успеха
Если вы все-таки решаете сделать перерыв или в вашем выступлении произошла вынужденная пауза, запомните важнейшее правило. Прежде чем двинуться дальше, следует кратко повторить содержание того, о чем вы говорили до перерыва Повторяя основные положения своей речи, вы быстро возвращаете слушателей к тому моменту, на котором прервался рассказ. Дело в том, что любой, даже очень короткий перерыв по своей природе действует отвлекающе. Слушатели начинают поглядывать на часы, подумывать об обеде или о следующей деловой встрече; может быть, их разбирает любопытство, чем занимаются остальные служащие компании. Они могут даже выйти из комнаты, чтобы позвонить; в этот момент их внимание сосредоточено на другом конце провода, а не на вашем товаре. И поверьте, что эмоциональный уровень слушателей после перерыва будет уже не тот. Минуту или две вам придется потратить на то, чтобы вернуть внимание аудитории. 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Исследования показывают: для того чтобы после любого перерыва вернуться к прежнему уровню сосредоточенности и эмоционального участия, требуется 10 минут. Если посчитать, сколько перерывов каждый из нас делает в течение дня, то просто диву даешься, как нам вообще удается сделать что-нибудь толковое! Азы демонстрации продукта Рецепт проведения удачной демонстрации продукта прост. Правила вам известны: вы проходили их в школе, когда вам объясняли, как писать сочинение. 1. Сообщите, о чем будете говорить. Подготовьте место действия. 2. Рассказывайте. Опишите преимущества ваших товара, услуги или идеи. 3. Сообщите, о чем вы только что говорили. Резюмируйте только что описанные преимущества и изложите специальные финансовые соображения (если таковые имеются) или переходите к процедуре передачи продукта в собственность клиента. Этот метод действует как в устном изложении, так и в письменном. Он помогает слушателю или читателю понять и запомнить ваш рассказ. А если вы хотите продать, то должны сделать так, чтобы ваш товар запомнился тому, кто будет принимать решение о покупке. Усвойте четыре основных правила общения с клиентом: изъясняться на понятном для собеседника языке; говорить выразительно; следить за языком жестов; использовать слова, дающие клиенту почувствовать себя владельцем товара. Эти правила помогут вам завоевать доверие собеседника. Говорите на языке клиента Еще одна важнейшая задача состоит в следующем: вы должны знать о клиенте достаточно, чтобы говорить с ним на его уровне. Что это означает? Попробую объяснить на примере. Предположим, вы человек средних лет. Вы пытаетесь продать холодильник немолодой супружеской паре, желающей заменить свою купленную 20 лет назад развалину. Что вы им скажете? Вероятно, заведете речь о надежности и новых достоинствах продукта. А также о том, какой беззаботной станет их жизнь в случае его покупки. К числу преимуществ можно отнести уменьшение счетов за электроэнергию в сочетании
с более эффективной работой, возможность длительного хранения продуктов, удобство конструкции — если в холодильнике есть специальная дверца для напитков и пр. Теперь вообразите другую сцену. Вы пытаетесь продать тот же холодильник молодоженам, обживающим свою первую квартиру. Скажете ли вы им то же, что говорили пожилой чете, меняющей старый холодильник на новый? Нет, вы сделаете акцент на качествах и преимуществах, актуальных в их ситуации и решающих их проблемы. Качества остались те же, но достоинства видятся теперь в ином свете. Возможно, это для них дороговато; однако, если вы сумеете показать, что, приобретая больший и качественный холодильник сейчас, они сэкономят в будущем (ведь приобретение нового влетит в копеечку), то достигнете большего эффекта, поскольку решение о покупке именно вашего продукта станет обоснованным. Вы должны быть гибкими! Говорите на языке пожилого человека, на языке нового поколения, на языке матери-одиночки — на том языке, который понимает ваш собеседник; на языке, который понимает каждый, кто не привык швырять деньги на ветер. Способность общаться с каждым клиентом на доступном для него уровне окупается с лихвой. Язык жестов: грамматика и словарь Чтобы заниматься бизнесом, совсем необязательно говорить по-испански, по-французски или по-немецки (хотя желательно, раз уж мы оказались на этой огромной базарной площади, которой является наш мир). То, о чем я хочу здесь рассказать, называется языком жестов. 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Изучать язык жестов мы начинаем очень рано. Точнее, большинство из нас знает его с детства, но не всегда отдает себе в этом отчет. Своим студентам я обычно рекомендую взять в библиотеке хотя бы одну книгу на эту тему и проштудировать ее Узнав из нее кое-что полезное и принявшись за другие, вы скоро поймете, какую пользу таит в себе эта наука. Теперь можете смело разглядывать в упор каждого, кто показался вам привлекательным — разумеется, в учебных целях. Я приведу несколько примеров. Туловище несколько наклонено вперед. Если сидящий напротив вас человек наклонился вперед, это явный признак интереса или внимания. Здесь уместно сделать встречное движение или даже небольшой шаг вперед. ' Туловище откинуто назад, взгляд блуждающий. Значит, интерес упал. С чего бы это? Если вы находитесь как раз на середине длинного монолога, сделайте паузу, резюмируйте два-три последних положения своей речи и задайте слушателю вопрос, чтобы вернуть его к теме. Или, если это лекция, предложите сделать короткий перерыв или перейти к вопросам и ответам. Руки скрещены на груди. Скрещенные руки означают, что собеседник сомневается в ваших словах. Получив такой знак, продемонстрируйте таблицы, графики или диаграммы, подтверждающие вашу правоту.
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Уже из этих трех примеров можно сделать вывод о необходимости освоения языка жестов. Однако важно не только читать язык жестов, но и научиться "говорить" на нем. Усвоив положительные реплики, попробуйте использовать их в беседе с клиентом. Они могут варьироваться в зависимости от смысла, который вы вкладываете в свои слова. Если вы хотите убедить аудиторию, то должны быть готовы подкрепить жестами выражение убежденности, сердечности, искренности. К подобным жестам относятся такие. Вместо того чтобы сидеть напротив человека, которого вы хотите убедить, сядьте рядом. Вы не против него. Вы с ним. Используйте карандаш или указку, чтобы в нужные моменты привлечь внимание слушателей к рисункам и графикам. Кое-кто стесняется использовать карандаш или указку. Если у вас вызывает сомнение эффективность этого приема, понаблюдайте за фокусником. Ему никогда не удалось бы создать иллюзию, не владей он мастерством привлекать ваше внимание (точнее, отвлекать его) к нужным ему предметам. Держите ладони раскрытыми и смотрите прямо в глаза. Эти жесты говорят о том, что вам нечего скрывать. Следите за тем, чтобы движения рук не "отталкивали", разве что нужно показать, что беспокойство слушателя напрасно. Но и тогда жест должен быть направлен в сторону, а не прямо на него. Это — основы языка жестов. А вообще язык жестов — целая наука, которая очень помогает в общении с людьми. Потренировавшись, вы вскоре обнаружите, что понимаете смысл и многих других знаков. Если вас заинтересовал этот аспект умения продавать, я настоятельно рекомендую изучить всю литературу по этому вопросу, которую удастся достать в местной библиотеке. Звездный час вашего продукта 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Важнейший принцип демонстрации чего угодно — от велосипеда до дорогостоящего сверхсложного оборудования для процветающей компании — очень прост. Пусть клиент увидит в предлагаемом продукте свою мечту Представьте товар во всем его блеске. В главе 1 я рассказывал, какой тактики следует придерживаться, нанимаясь на работу. В таких ситуациях вы должны быть суперзвездой, поскольку вы — то, что покупает ваш клиент. Если же предмет сделки — не ваши тело, талант и навыки, то блистать должен предлагаемый вами товар. Он должен быть в центре внимания. Вы — только хозяин вечеринки, который представляет приглашенных друг другу и затем отступает в тень, давая им возможность познакомиться поближе. В вашем случае одно из действующих лиц может оказаться неодушевленным, а то и вовсе нематериальным. Поэтому вы должны сделать так, чтобы это не помешало ему и клиенту найти общий язык, с помощью которого они начнут строить свои будущие отношения Вы должны создать условия для того, чтобы эти отношения возникли и плодотворно развивались (не без вашей помощи, конечно).
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Пожалуй, лучший совет, который я в состоянии дать агентам по продаже недвижимости, — держитесь так, чтобы привлекать к себе как можно меньше внимания клиента. Я особенно настаиваю на этом в ситуации, когда клиент осматривает дом. Превратиться в комнатный цветок в этой ситуации — самое разумное. Не маячьте перед глазами у предполагаемого покупателя: ведь вам нужно, чтобы все выглядело так, как если бы он уже был владельцем дома. А в этом случае маловероятно, чтобы он встречал вас в каждой комнате. Вы здесь не для того, чтобы играть роль музейного гида, следить за каждым движением клиента и ходить за ним по пятам. Вы должны быть любезным хозяином, приглашающим его примерить это жилище и готовым ответить на любой вопрос.
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Здесь я хочу затронуть один важный момент, касающийся демонстрации, а именно: следите, чтобы клиент не увидел того, что вы хотите ему показать, до тех пор, пока вы не выберете подходящий для показа момент. Продукт должен быть суперзвездой, а вы должны быть его импресарио — или телохранителем, — позволяя покупателю подойти поближе, лишь когда наступает подходящий момент. Если демонстрация включает показ какого-либо оборудования, не позволяйте покупателям приблизиться и начать нажимать на все кнопки подряд, задавая массу вопросов и лишая вас возможности дать хоть какой-то вразумительный ответ. Это ведет к потере контроля над ситуацией. Лучше отметьте, что у аудитории наверняка есть множество вопросов, на которые вы ответите во время ознакомительной лекции. Затем попросите их подождать с вопросами до окончания показа. Обрадованные тем, что у вас есть кое-что, специально для них приготовленное, клиенты рассаживаются и позволяют вам действовать по вашему плану. Контроль бывает трудно сохранить и тогда, когда идет показ нескольких предметов. Я советую просто закрывать те предметы, которые не обсуждаются в данный момент. Если вы используете компьютерный или телеэкран, позаботьтесь о привлекательной заставке или программе-хранителе экрана, которые появятся, когда вы закончите работу с компьютером и вернетесь к тексту доклада. Как рассказывается в главе 9, первейшая потребность каждого человека — комфорт. Если клиент не чувствует комфорта в предлагаемом вами товаре, он никогда не вложит в него деньги, не одобрит и не поддержит идеи. Следовательно, задача номер один любой демонстрации — дать клиенту почувствовать, сколько комфорта заключается в том, что вы хотите продать. Лучше один раз увидеть... У большинства людей обучение и понимание идут тем лучше, чем больше органов их чувств участвует в восприятии информации. У каждого, однако, одно из чувств доминирует. Некоторые обучаются лучше всего, слушая с закрытыми глазами. Другим необходимо дотрагиваться и ощупывать предметы. Большинство однако достигает максимального восприятия с помощью зрения. Возможно, для демонстрации продукта у вас есть видеозаписи. Видеоролики часто содержат записанные на пленку отзывы покупателей — категория, к которой относят-
ся и те, кому вы сейчас демонстрируете свои продукт Когда они видят кого-то, кто уже извлек пользу из вашего продукта, их отношение к этому предмету становится немного теплее Наглядные материалы должны отвечать на три вопроса 1 Кто мы такие. Рекламные материалы должны сообщить название компании и отрасли, в которой она работает. Если вы известный всему миру производитель какого-либо продукта, укажите это здесь Рассказ о компании укрепит доверие к вам. 2 Чего мы достигли. Если программное обеспечение, разработанное вашей компанией, используется в космических исследованиях, отметьте это, но не перегибайте палку Гордость за достижения своей компании — это одно, а хвастовство — совсем другое. 3 Что мы можем сделать для вас Эта часть самая интересная для покупателя Тут вы настраиваетесь на его любимую волну, ВЧМВ, на которой звучит его самый главный вопрос" В Чем Моя Выгода' Надо надеяться, ваши наглядные материалы охватывают все три пункта. Если нет, постарайтесь восполнить пробелы в беседе или лекции 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Чему бы ни были посвящены ваши наглядные материалы, важно помнить следующее, у компании была веская причина заниматься их созданием. Эта причина заключается отнюдь не в том, чтобы усложнить вам жизнь, заставляя таскать на себе этот хлам и все время следить, чтобы он не устарел. Многолетний опыт показал, что визуальные средства могут быть очень эффективны — если правильно используются Сделай сам
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Если вы официально не являетесь представителем какой-либо фирмы и у вас нет соответствующих наглядных материалов, подумайте, где можно раздобыть их самому В стремлении убедить клиента помните, что воздействие на его органы чувств играет решающую роль. Старайтесь, чтобы демонстрация продукта влияла сразу на все органы чувств потенциального покупателя. Предположим, вы хотите убедить семью своего клиента провести отпуск в лесу, тогда как они предпочли бы отправиться на побережье Можно взять напрокат видеоматериалы, предлагаемые сейчас многими туристическими агентствами в качестве рекламы. А можно найти видеокассеты с сюжетами о природе, бушующие водопады, ветерок в верхушках деревьев, катанье на каноэ или прогулки верхом — одним словом, все, что может вызвать интерес у клиентов Такие видеозаписи воздействуют на два чувства, зрение и слух А чем это там запахло — неужели дымком? Почему бы и нет, за окном во дворе можно даже разжечь небольшой костерок, пока ваше семейство смотрит фильм. Допустим, вы предлагаете работающей матери услуги по уборке квартиры. Для этого не обязательно заставлять ее нюхать все чистящие средства, которые служат этой цели. Но о том, каким чистым и свежим станет ее дом после уборки, сказать важно И, пожалуйста, называйте жилище клиента домом, а не квартирой. Квартира — это обои, мебель; дом — люди и события их жизни. Небольшая коробка конфет в качестве подарка "приятному клиенту" завершит дело, даже если конфеты и не имеют прямого отношения к предлагаемой услуге.
Демонстрируя продукт, вы должны быть чем-то вроде ведущего телеигры. Ведь для вас важно, чтобы покупатели не остались равнодушны к тому, что вы им показываете, а это достигается с помощью активного участия. Какое имеет значение, что ведущий "Поля чудес" знает все ответы? Да, он вообще славный малый, но вся прелесть в том, чтобы крутить барабан и выигрывать. Если вы продаете ксероксы, не позволяя покупателям нажимать на кнопки, менять бумагу, открывать и закрывать крышку, вы не продаете. Вы показываете. Дайте им самим попробовать — и они почувствуют себя наполовину владельцами. Вашего менеджера вряд ли интересует, что вы, продавец такой-то, побили все рекорды по скоростному ксерокопированию, виртуозно выполняя на ксероксе сложнейшие задачи. А что его действительно волнует, так это действительно ли ваши ксероксы так просты в обращении, что с ними может справиться любой покупатель, — и вы должны это доказать прямо во время демонстрации. Любой средний служащий должен суметь безо всяких трудностей выполнить обычное копирование и вдобавок узнать о кое-каких преимуществах, которые облегчат его работу. Тот, кто принимает решение, должен понимать, что означает каждая из горящих на машине лампочек. 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Эти соображения относятся к любому оборудованию как для офиса, так и для дома. Опытный продавец компьютеров ни на шаг не отходит от покупателя, отвечая на любой вопрос, едва тот откроет рот, чтобы его задать. Такой продавец сделает все, чтобы клиент не захотел убрать руки с клавиатуры или выпустить из рук мышку. Клиент начинает чувствовать себя хозяином компьютера и приобретает уверенность в том, что сумеет самостоятельно работать на нем Начинающему пользователю, возможно, удается даже преодолеть свой страх перед компьютером Покупая что-либо, мы обычно боимся оказаться обманутыми в своих ожиданиях, когда, поддавшись уговорам велеречивого продавца, соглашаемся на покупку, а потом выясняется, что купленный предмет или услуга совсем не так хороши, как нам внушали Правильно организованная демонстрация позволяет покупателю убедиться в том, что продавец говорит правду. Типичные ошибки и как их избежать Чтобы рассказать все известные мне жуткие истории о провалах демонстраций, которых можно было избежать, понадобилось бы несколько часов. Проанализировав все эти случаи, я разработал ряд советов, которые помогут вам избежать многих ошибок во время ваших демонстраций. Найдите розетки; разберитесь, как подключить к ним оборудование Если на вашей демонстрации не обойтись без электричества, следует заранее отыскать розетки и продумать, как подключить к ним оборудование Одна моя знакомая как-то раз потратила много времени и сил на подготовку демонстрации, в которую входила высококачественная компьютерная графика, тщательно подобранные слайды с таблицами, диаграммами и схемами Все шло замечательно, но, когда дело дошло до показа слайдов, оказалось, что электрический шнур
слишком короток Ей пришлось передвинуть все оборудование ближе к стене, после чего она оказалась слишком далеко от слушателей Из-за этого она потеряла с ними контакт — и, вероятно, сделка не состоялась, и все лишь потому, что шнур оказался не той длины Убедитесь, что ваши наглядные материалы в порядке и не загрязнены 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Пятна от еды на рекламных буклетах и завернувшиеся углы графиков производят впечатление неряшливости Кроме того, в ваши материалы, подготовленные для демонстрации, порой забираются невидимые гремли-ны и приводят все в ужасный беспорядок Перед использованием обязательно проверяйте свои материалы, даже если уверены, что их никто не трогал Будьте чуточку суеверным — случиться может все, что угодно Проверьте каждую мелоч мелочь
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Предположим, что у вас самая лучшая демонстрационная версия некой программы Допустим, она совершенно безупречно работала в течение недель и даже месяцев, но наступает один прекрасный день, и срабатывает закон Мерфи Мистера Мерфи знают все Это тот парень, который придумал самый главный закон нашей Вселенной Если какая-нибудь неприятность может случиться — она обязательно случается Короткий электрический шнур может разрушить самые блестящие планы Поэтому на демонстрацию следует приходить заранее, чтобы успеть еще раз проверить аппаратуру
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В этой части... Тут начинается самое интересное У вас уже есть некоторые навыки продажи, так как продажа — часть нашего повседневного общения Теперь вы сможете объективно оценить то, что вы уже умеете, а чего еще нет Эти главы помогут значительно развить ваши навыки и дадут в руки эффективные средства для успешного ведения переговоров, рекламы и продажи продукции
????? 8 ????????? ??????? В этой главе... > Подготовка к визиту > Как превратить телефон в своего лучшего друга > Как завязать контакт: семь этапов > О чем говорить, о чем же говорить... > Что такое профессиональный подход к отказу Начнем с главного Первое, что вам необходимо сделать, — это договориться о встрече. Ключевые моменты в деле назначения встречи таковы 1 Всегда будьте учтивы 2 Сделайте все от вас зависящее, чтобы встреча состоялась. 3 Уточните назначенную дату и место встречи Эти инструкции могут показаться слишком очевидными, но многие начинающие продавцы и распространители продукции так волнуются, назначая встречу, что теряют дар речи и с трудом могут выдавить "Приду, дык!". Они слишком легко сдаются, когда попадается несговорчивый покупатель, или забывают уточнить и перепроверить, где и когда назначена встреча, и это приводит к потере того, что могло оказаться для них прекрасным шансом. Без визита не обойтись В любой ситуации (за исключением продаж по телефону) все усилия по развитию навыков продажи пойдут насмарку, если вам не удастся добиться встречи лицом к лицу с нужным человеком Для начала нужно найти того человека, с которым имеет смысл встречаться. (Как найти такого человека, рассказывается в главе 4) И вы должны быть твердо уверены, что предлагаемый вами продукт подходит этому конкретному покупателю Если вы в этом не уверены, вам не удастся провести предварительную беседу и убедить его прийти на встречу, не говоря уже о том, чтобы ознакомить его с продуктом Телефон: лучший друг или злейший враг? Многие встречи в наши дни назначаются по телефону. Это маленькая коробочка может быть как лучшим другом, так и злейшим врагом. Когда потенциальный покупатель звонит, чтобы получить информацию, телефон — вполне дружелюбный механизм.
Но этот самый легкий безвредный механизм может превратиться в злобное стопудовое чудище, когда звонить приходится уже вам, чтобы договориться о встрече с незнакомым человеком Телефонные звонки, совершаемые в таких условиях, обычно называются холодными звонками, отчасти потому, что при этом мурашки бегут по спине. На самом деле телефон не заслуживает, чтобы его так боялись Относитесь к нему просто как к посреднику В конце концов, при правильном употреблении, он может принести вам немалый куш' 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Все зависит от ваших перспектив Помните, ваша цель — личная встреча, а лучший способ добиться ее — воспользоваться телефоном. Если вы сосредоточитесь на этой мысли, то исчезнут и липкие от страха руки, и холодные капли пота, и дрожащий от волнения голос, и комок в горле После некоторой практики вы легко преодолеете все эти реакции, вызванные страхом сказать не то или услышать отказ Страх возникает, в частности, потому, что вы вспоминаете, как сами обращались с людьми, которые вам звонили; теперь, думаете вы, наступил час расплаты Те, кто терпеть не может звонков продавца, объясняют это тем, что их "достают" и мешают заниматься делами Теперь, оказавшись в ситуации "холодного звонка", вы прекрасно представляете себе, что должен чувствовать абонент Никто не захочет просто так отрывать людей от дела И никому не нравится, когда на него валятся один за другим отказы Держите под рукой теплый свитер. Он может вам понадобиться. Как разговаривать по телефону с будующим клиентом Что из того, что вам придется обзвонить 20 людей, чтобы в конце концов хотя бы один из них согласился купить ваш товар9 Это просто означает, что каждый из 19 напрасных звонков на 1 звонок приближает вас к нужному человеку. Ваша задача — не упускать из виду конечной цели и не отчаиваться при первой же неудаче. Но вот вы набрали номер и ждете, когда на другом конце провода ответят. Что же вы сейчас скажете? 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Вы наберете в легкие побольше воздуха — и начнете штурм следующих семи вершин 1 Приветствие. 2. Представление. 3. Признательность 4. Цель. 5 Дата и время посещения. 6 Благодарность (по телефону) 7 Благодарность (в письменном виде). Дальнейшее, как говорится, — продажа ??? 1.??????????? Начните с самого важного для каждого человека — с его имени Лучше всего употребить общепринятое Доброе утро, мистер Джеймс Такое приветствие звучит уважительно. (Но не забудьте вначале посмотреть на часы Неприятно выглядеть полным идиотом, сказав "доброе утро", когда уже вечереет) Или можно сказать Добрый день Мне нужен мистер Джеймс
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Я рекомендую использовать Доброе утро, день или вечер, потому что это звучит более профессионально, чем какое-нибудь Здрас-с-сть. Опять же, такая формулировка выгодно отличает вас от всех тех людей, которые ежедневно звонят вашему потенциальному клиенту. Роль элементарной вежливости в завязывании контактов невозможно переоценить. Если у вас есть сомнения насчет своих навыков в этой области, запишитесь на курсы по бизнес-этикету — их сейчас предлагается в достаточном количестве — или почитайте соответствующую литературу. Не существует ситуаций, когда ваша вежливость может оказаться излишней — разве что на петушиных боях и на боксерском ринге. ??? 2. ????????????? Далее представьтесь и назовите свою компанию Если название компании не объясняет, чем вы занимаетесь (т.е. не говорит прямо, что это, например. Мужская верхняя одежда от Дженсена), необходимо также кратко определить род вашей деятельности. Ключевое слово здесь кратко Я как-то спросил одного продавца, что он продает, и получил в ответ 45-минутную вдохновенную речь о том, как чудесно иметь новейший и мощнейший магнитно-резонансный сканер, который, вообще-то, у меня уже есть. Кошмар! Чтобы поддерживать в клиенте неугасающий интерес, не стоит говорить ему, например, что вы занимаетесь чисткой ковров. Вместо этого опишите свой бизнес с точки зрения его полезности для данного клиента. Пусть картинка, которую вы нарисуете ему, будет как можно более соблазнительной. Но чем проще будут ваши слова, тем лучше. Храп на другом конце провода означает, что вы чересчур увлеклись. Чистильщики ковров могут сказать: Мы представляем местный бизнес, который помогает таким компаниям, как ваша, повысить свой престиж в глазах покупателя и снизить вероятность заболевания сотрудников Чистые ковры производят приятное впечатление. Грязные служат рассадником микробов. Намерен ли мистер Джеймс повесить трубку? По-видимому, пока еще нет. Поскольку вы не упомянули конкретно чистку ковров, ваше описание дало ему простор для воображения самых разных картин, от пилюль против насморка до высокотехнологичных систем очистки воздуха. Но так как он все еще не может представить себе что-нибудь конкретное, то любопытство побуждает его узнать больше. Неприятно прекращать разговор, не расставив все точки над "Г. Все это занимает считанные секунды. Ваша задача — заставить мистера Джеймса сказать что-нибудь, что позволило бы вам продолжить диалог. ??? 3. ??????????????? Выразите признательность за то, что он потратил свое время и согласился поговорить с вами по телефону. Этим вы дадите понять, что считаете своего клиента важной персоной. Скажите примерно следующее- Благодарю вас за то, что уделили мне минуту своего времени Я буду краток Или попробуйте вот это. Спасибо за то, что ответили на мой звонок Я отниму у вас не более минуты, после чего вы сможете вернуться к своим неотложным делам Неважно, что в момент вашего звонка он всего лишь праздно слонялся по комнате. Не испортит общей картины и впечатление, будто вы звоните ему прямо со встречи с президентом. Однако не стоит изливать слишком бурные потоки признательности. Просто сохраняйте профессионализм и деловитость в рамках присущей вам манеры общения.
??? 4. ???? Теперь переходите прямо к делу. Вы должны объяснить причину вашего звонка. Это можно сделать с помощью вопроса: Заинтересуют ли вас услуги, которые помогут снизить процент заболеваемости ваших служащих и одновременно улучшить профессиональный имидж компании ? Если ответ — да, попросите разрешения задать ему несколько коротких вопросов, и, получив таковое, немедленно задайте свой первый вопрос по существу. Многие студенты с успехом применяли стратегию, которую я называю исследовательским подходом. Проделав все вышеперечисленные шаги, они говорили: Компания, которую я представляю, поручила мне провести краткий опрос примерно десяти человек. Вы — шестой по счету, к кому я обращаюсь Для нас было бы крайне важно узнать ваше мнение. Не согласитесь ли вы помочь мне и ответить на следующие два вопроса? Когда вы просите собеседника о помощи и даете понять, что цените его мнение, большинство уступает. А кроме всего прочего, кто же из нас не имеет своего мнения и не сгорает от желания его высказать? К тому же сообщением о том, что ваша фирма дала вам задание, вы вызываете их сочувствие и содействие. Цель вашего сообщения о социологическом исследовании — заставить собеседника говорить Надо надеяться, его слова дадут вам ту ниточку, за которую можно потянуть, чтобы добиться согласия на встречу. 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^Ен^ Следите за тем, чтобы не перескочить на новый вопрос, не дослушав ответа на предыдущий. Если собеседник почувствует, что вы не столько настроены получать информацию, сколько атаковать его бесконечными вопросами, он поспешит бросить трубку и послать вас ко всем чертям Прежде чем переходить к следующему вопросу, советую повторить, перефразировав, его ответ. Убедившись, что вы достаточно внимательны, чтобы слушать его, он не потеряет желания продолжать разговор.
??? 5. ??????? 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Если мистер Джеймс проявляет признаки благосклонности и намерение назначить встречу, будьте готовы сообщить ему, сколько времени вам потребуется. Многие отказываются предоставить продавцу 90 минут или даже полчаса, считая, что для первого контакта 20 минут более чем достаточно Когда мистер Джеймс сообщит вам, что готов уделить требуемые 20 минут, предложите ему выбрать время встречи с помощью вопроса: Удобно ли вам встретиться завтра в 10 20 утра? Или лучше в среду в 14 407 Это заставит его выбирать и в то же время сохранит контроль над ситуацией в ваших руках. Какой бы вариант мистер Джеймс ни выбрал, он назначает вам время, а это именно то, что требуется 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Заметьте, что в предыдущем примере я использовал часы и минуты, а не круглые цифры Я не сказал 10 00 утра или 2 00 дня. Использование "промежуточного" времени выделит вас из толпы других продавцов и одновременно покажет, что вы очень заняты и пунктуальны. Если визит продлится, как запланировано, 20 минут, то закончится в намеченное время и позволит клиенту спланировать другие встречи до и после вашей. Все это опять-таки служит показателем вежливости.
??? 6. ????????????? (?? ????????) Теперь снова поблагодарите клиента, повторите время встречи и уточните местонахождение его офиса Нет ничего хуже, чем прийти не вовремя и рассыпаться в извинениях Если офис находится в малознакомой вам части города, то попросите подробно объяснить, как туда добраться (лучше сделать это сейчас, чем за десять минут до встречи, окончательно потеряв дорогу) Если ваша цель — Большая Сделка, о которой вы мечтали уже несколько лет, лучше всего за день-два до встречи совершить экскурсию в этот район и ознакомиться с местностью Отыщите и другую дорогу — на случай транспортных проблем Если встреча для вас очень важна, я посоветовал бы перенести предшествующие ей дела именно в эту часть города Пусть ваша первая встреча не будет поставлена под угрозу только потому, что вы не знали дороги или обстоятельства оказались сильнее вас ??? 7. ????????????? (? ?????????? ????) Если с момента вашего звонка до момента встречи не менее двух дней, немедленно отправьте мистеру Джеймсу благодарственное письмо или записку, в которых подтвердите назначенные условия встречи Если у мистера Джеймса оставались на ваш счет какие-либо сомнения, профессионального вида письмо поможет их развеять Кроме того, не помешает приложить к письму (напечатанному, естественно, на бланке вашей компании или — если вы действуете индивидуально — в сопровождении вашей визитной карточки) ваше фото Лучше всего, если это будет профессионально выполненный снимок Нечеткие и расплывчатые фотографии, сделанные рукой любителя, производят плохое впечатление Зная заранее, как вы выглядите, клиент будет чувствовать себя более комфортно в момент встречи Продолжайте движение вперед Даже если вы не сами готовили свою телефонную беседу с клиентом, у вас все равно остается некоторая свобода для маневров Попробуйте построить свою беседу так, чтобы ваши последующие вопросы были по смыслу связаны с предыдущими ответами собеседника 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Эта техника называется паровозик Ее с успехом можно практиковать с друзьями или членами семьи Кроме того, это прекрасный способ поддерживать беседу с человеком, с которым вы только что познакомились. Вы просто задаете вопрос Когда собеседник ответит, поощрите его кивком головы или коротким "Понятно", после чего задайте следующий вопрос, построив его на содержании ответа на предыдущий Вопросы "цепляются" к ответам, как вагоны к паровозу Эта техника помогает вести разговор с человеком, с которым вы абсолютно не знаете, о чем говорить В качестве примера возьмем некую вечеринку, где разговор по принципу паровозика пойдет примерно так Вы Откуда вы знаете хозяйку вечеринки9 Крис Мы с Джули вместе учились в школе Вы А в какую школу вы ходили9 Или Вы Откуда вы знаете хозяйку вечеринки9 Крис Я с ней не знаком Меня привел друг Вы А как зовут вашего друга9
О чем спросить? Вопросы нужны для того, чтобы решить, имеет ли смысл предлагать данному клиенту свой продукт Задайте ему каждый из пяти основных вопросов НАДО — тех, о которых мы поговорим подробнее в главе 10 Каким продуктом интересующей вас категории он пользуется в настоящее время Какие качества этого продукта его устраивают Что он хотел бы изменить В его ли компетенции принимать решения по вопросу, подобному вашему ^ Какие дата и время наиболее удобны для встречи и совместного nol иска решения его проблем
Получите право на новые контакты в будующем Но если клиент говорит "Да, мне очень нравится моя студия, я всегда буду сниматься только там", не тратьте его и своего времени. Ну-ну, плакать тоже не надо — вы ведь профессионал! Попросите разрешения прислать дополнительную информацию о вашей студии для размышления. Пошлите ее немедленно, пока звонок еще свеж в памяти клиента. 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И как истинный профессионал, вы сразу составите список, несостоявшихся сделок, чтобы снова предложить ту же информацию примерно через полгода. Как раз тогда семейное фото может снова понадобиться — и, кто знает?.. Не переедет ли ваш конкурент в другую часть города к тому времени, или, может быть, он вовсе забросит свой бизнес, предоставив вам взять на себя заботы о своих клиентах. Кто кого посещает? 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Приглашая клиентов на встречу в своем офисе, не тешьте себя иллюзиями и смотрите фактам в лицо в лучшем случае придет лишь 20 процентов приглашенных. У них могли измениться обстоятельства; они могли проспать, уехать по срочному вызову, просто опоздать. В конце концов, неотложная прогулка с любимой собакой может нарушить все планы! 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Единственный способ гарантировать появление клиента в вашем офисе (исключая подкуп) — это привести его за руку Наоборот, если визит назначен у него на работе или дома, шансы на встречу возрастают неизмеримо Как добраться до того, кто принимает решения До этого мы исходили из предположения, что Ответственное Лицо мистер Джеймс и подобные ему персоны легко доступны для простого смертного и связаться с ними не представляет проблемы Однако зачастую это не так Скорее всего, мистера Джеймса атакует огромное количество людей, и каждому из них что-нибудь от него нужно, поэтому он организовал вокруг себя нечто вроде фильтра — целый отряд служащих, процеживающих для него телефонные звонки Здесь процесс продажи вступает в фазу, которая может потребовать от вас некоторой изобретательности Придется поднапрячься — но дело того стоит если мистер Джеймс труднодосягаем сейчас для вас, то в будущем он будет столь же недосягаем для конкурентов. Однажды оказавшись с ним по одну сторону баррикады, вы сразу станете persona grata, и те самые служащие, некогда не подпускавшие вас на пушечный выстрел, будут теперь держать на расстоянии ваших конкурентов
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Начните с секретаря Во время первой беседы поинтересуйтесь, как его зовут, и в дальнейшем обращайтесь к нему по имени (или по имени-отчеству). Попросите его оказать вам помощь, ответив на вопрос: кто скажет решающее слово при обсуждении "покупать — не покупать " в случае, если предлагаемый вами продукт будет представлен для демонстрации. Секретарь — тот человек, который знает меру ответственности каждого из служащих и подскажет, в каком направлении вести поиск нужного вам лица. В этой же беседе узнайте, как правильно пишутся и произносятся все необходимые имена. Иначе ошибки войдут в привычку и от них будет трудно избавиться. Если секретарь оказался особенно полезен — порой такое случается — не пожалейте нескольких минут и отправьте ему записку с вашей благодарностью и визитной карточкой. Все деловые люди ценят предупредительных секретарей, когда нанимают их на работу, но лишь немногие проявляют дальновидность и регулярно их поощряют. А ведь достаточно совсем немножко одобрения, чтобы секретарь отплатил вам двойным усердием. Если у Того, Кто Принимает Решение, есть помощник, то секретарь, вероятно, направит вас сначала к нему Будьте готовы к этому и не падайте духом. Обращайтесь к нему с таким же уважением и так же учтиво, как если бы это был сам Принимающий Решение. В его власти вознести вас до небес или разбить ваши надежды на встречу Лучшее, что можно сделать, — это, опять-таки, попросить его о помощи. Через этого человека можно получить массу информации и определить, подходит ли данное Решающее Лицо на роль покупателя вашего продукта 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Намекните помощнику, что у вас есть способ увеличить эффективность и уменьшить себестоимость услуг, которые предлагает его компания. Этого будет достаточно, чтобы разжечь его любопытство или возбудить в нем желание помочь. Если вы действительно можете это, подумает он, то я буду просто героем, первым доложив об этом боссу Наконец, скажите, что очень нуждаетесь в его помощи в организации встречи с мистером или миссис Решающим Лицом. В большинстве отраслей бизнеса назначение подобной встречи представляет собой устоявшуюся процедуру. Чтобы не лезть в чужой монастырь со своим уставом, попросите помощника ознакомить вас с порядком действий. Таким образом вы дадите понять, что уважаете правила их игры, и это поднимет вас в его глазах Бывает так, что до "хозяина" не так легко добраться даже с помощью стандартной процедуры или вы ограничены сроком реализации своего продукта. Тем не менее сначала попробуйте путь, принятый в этой компании. Если он не работает — подумайте, стоит ли овчинка выделки? Стоит ли тратить время и силы на эту компанию? Но если это тот самый шанс, который бывает раз в жизни, тут уж ничего не попишешь — придется поискать какую-нибудь лазейку. Если расписание Решающего Лица действительно напряженное, а вы уже долгое время тщетно добиваетесь встречи, попытайтесь вместо этого организовать телефонный контакт В этом случае вам надо так составить текст речи, чтобы она произвела впечатление при разговоре по телефону. Когда встречу напрямую организовать не удается, стоит попытаться достичь успеха с помощью этого метода
????? 9 ???????? ????????? ???????????????? В этой главе... > Как сразу же произвести благоприятное впечатление > Если вы работаете в магазине. > Как найти точки соприкосновения > Как перейти к делу j^ ели вы занимаетесь продажей или убеждением, к вам предъявляются опреде-^^ ленные требования. Прежде всего вы должны досконально знать свой товар, услугу или идею; придерживаться профессиональной этики, владеть всеми теми навыками продажи, которые описаны в этой книге. Но кроме этих трех, есть еще одно требование — создать атмосферу непринужденности. Никому не нравится ощущение дискомфорта или давление со стороны продавца. Если ваш собеседник не испытывает напряжения, он сможет спокойно принять более взвешенное решение Ваша задача — устранить нервозность, которую вы (вполне естественно) испытываете в отношении результата, и сделать все возможное, чтобы клиент почувствовал себя комфортно Симпатия и доверие клиента нужны для того, чтобы вместе заниматься бизнесом. Всегда помните о своей главной цели" быть тем, кто вызывает симпатию, доверие и желание слушать Создайте атмосферу непринужденности Окружающие вас люди чувствуют себя комфортно, если вы умеете создать атмосферу взаимопонимания, которая проявляется в желании идти навстречу друг другу, единодушии и взаимной симпатии Как много нужно тренировок, сколько сил, чтобы достичь хоть чуточку взаимопонимания? Трудно сказать, но общие соображения таковы: для достижения атмосферы комфорта необязательно наличие плюшевого мишки и пледа, а также (что более изысканно) шампанского и клубники. Как же определение взаимопонимания должно быть истолковано в нашем случае? В продаже взаимопонимание означает нахождение точек соприкосновения с клиентом. Людям нравится видеть себе подобных Подчеркнуть то, что объединяет вас с клиентом, — значит доказать ему, что по крайней мере один продавец не является пришельцем из космоса И даже не с темной стороны луны Вы — такой же, как он. У вас есть семья. Есть работа. У вас те же достоинства и недостатки. Вам также тре-
буются товары и услуги. Вы тоже покупатель, и вам, как покупателю, приходится иметь дело с продавцами, если искомый продукт — не то, что вы сами продаете Просто случилось так, что о некотором продукте вы знаете несколько больше, чем клиент, поэтому вы счастливы ему помочь Вот фраза, которая ясно выражает эту мысль Если вы чувствуете, что покупатель сомневается насчет того, что вы с ним сделаны из одного теста, скажите примерно следующее. Мистер Джеймс, когда я не продавец — я покупатель, такой же, как и вы, который заинтересован в том, чтобы найти самый качественный товар по самой низкой цене Когда я покупаю, я надеюсь найти того, кто поможет мне как следует разобраться в том, что касается продукта, чтобы я смог принять правильное решение Сейчас мне хотелось бы убедить вас в том, что я являюсь знатоком всех стереосистем, какие только существуют сегодня на рынке Поэтому не стесняйтесь и задавайте любые вопросы Пусть вас не смущают эти слова Подобное вступление прекрасно зарекомендовало себя при использовании разными продавцами многих стран До тех пор, пока вы не выработаете свой собственный стиль, придется пользоваться чужим. В противном случае ваша дорога к успеху будет гораздо длиннее, чем нужно
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Психологи установили, что мнение о незнакомом человеке формируется у нас в течение первых десяти секунд знакомства с ним Именно так. Через десять секунд клиент либо отправляет вас в утиль, либо удостаивает звания Короля (Королевы) обаяния Возьмите часы с секундной стрелкой и засеките десять секунд Кажется, это довольно долго' За это время вы должны найти способ убедить покупателя, что он сделал правильный выбор Он должен немедленно почувствовать, что не зря тратит на вас свое драгоценное время За эти секунды вы должны сделать все возможное, чтобы произвести должное впечатление и создать атмосферу взаимного комфорта. Одежда, которая помогает добиться успеха Перед тем как отправиться на встречу с потенциальным покупателем, важно как следует подобрать одежду. Как лучше одеться, чтобы понравиться клиенту и доказать, что вы такой же, как он7 Вот и ответ — как он. Следуйте общепринятым нормам и здравому смыслу, и вы не промахнетесь. Если при продаже оборудования для фермы вы оделись как банкир, мало кто из фермеров будет чувствовать себя с вами непринужденно. Или если на встречу с представителем компании, производящей офисное оборудование, вы являетесь в джинсах и ковбойской рубашке, то также вряд ли добьетесь желаемого эффекта О чем говорит язык жестов? Я уже рассказывал о том, как научиться читать язык жестов других людей Здесь самое время поговорить и о вашем языке. Давайте подумаем, что еще, кроме стиля одежды, производит впечатление (Кстати, не забудьте о своих украшениях, портфеле, прическе и ручке.) То, как вы держитесь, выражение лица, положение рук (и то, сколько секунд подряд они находятся на одном месте — в карманах9 по швам9 сцеплены за спиной9 в течение 20 секунд успели побывать во всех трех положениях9), тембр голоса, как часто вы облизываете губы... Все это также формирует первое впечатление.
Пять шагов, чтобы создать благоприятное впечатление За первые десять секунд вы должны сделать пять шагов. Если вы сделали их как надо, то сможете развивать диалог дальше и демонстрировать профессионализм, что само по себе очень важно. Если вы не сумели определить, можете ли вы помочь данному лицу или компании, от всех ваших усилий будет столько же пользы, сколько от подмокших крекеров. 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В большинстве случаев люди будут такими, какими вы хотите их видеть Причина в том, что ваша манера держаться — что вы говорите и как — дает им понять, что вы о них думаете Люди обычно реагируют соответственно тому, как к ним обращаются. Поэтому настроитесь на то, что собеседник будет доброжелателен, искренен и дружелюбен Если ваши первые жесты и слова благожелательны, ответ, скорее всего, будет таким же. ??? 1. ?????? - ??????? ? ????????? Улыбайтесь до ушей. Некоторые так давно не улыбались, что почти забыли, как это делается. Некоторым из моих студентов я рекомендовал, придя домой, встать перед зеркалом и улыбаться непрерывно минут 30. Маленький совет, не забудьте запереться, чтобы вас не застали врасплох за этим занятием! Знаете ли вы, почему так важно упражняться в улыбках9 Когда вы впервые встречаете человека, улыбка излучает тепло. Если вы не улыбаетесь вообще, или ваша улыбка выглядит как болезненная гримаса, между вами и клиентом в мгновение ока вырастет стена недоверия и страха, и в дальнейшем клиент станет избегать вас 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Помните: длительные отношения завязываются в первые десять секунд. Поэтому... улыбайтесь! И пусть ваша улыбка будет приятной Оскал гиены — это не то, что нужно.
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Улыбка важна даже во время телефонных разговоров. Она будет слышна в вашем голосе. Когда я был менеджером, то ставил небольшие зеркальца перед телефоном каждого из продавцов Я хотел, чтобы они видели самих себя во время разговора. Зеркало помогало контролировать мимику. Когда клиент приходил в офис, мы переворачивали зеркала или прятали их в ящик стола, но, поверьте, благодаря им манера общения по телефону в нашем офисе значительно изменилась Шаг 2. Не отводите взгляда Смотрите ему в глаза. Так <елают все честные люди. Трудно поверить тому, кто прячет глаза. Чтобы научиться врать, глядя в глаза, требуется немалая практика Так обычно поступает плохой актер, который притворяется, потому что не умеет играть искренне. Так что смотреть в глаза очень важно — смотреть, но не таращиться. Последнее опасно в любой ситуации. Пару секунд смотрите в глаза клиенту и улыбайтесь, и он, скорее всего, первым отведет взгляд.
??? 3. ??????? "??????" (??? ???-?????? ? ???? ????) Поприветствуйте его Стиль приветствия зависит от многих факторов, например от того, с кем вы беседуете. со старым ли другом, с новым знакомым, абсолютно незнакомым человеком или с римским папой. На выбор стиля влияют и конкретные обстоятельства встречи. Если вы колеблетесь насчет того, какое приветствие выбрать, начните как можно более нейтрально. В зависимости от ситуации, можно использовать один из следующих вариантов. Привет. Здравствуйте Как поживаете? Доброе утро/добрый день/добрый вечер. Спасибо, что откликнулись на приглашение. Если вы уже знаете имя клиента, используйте его. Но если вы еще не знаете имени, не порывайтесь узнать раньше времени. Разоблачение незнакомцев расценивается порой как навязчивость. В ситуации, где вы официально исполняете роль продавца, проявите нестандартность мышления и, прежде чем спрашивать имя, добейтесь немножко взаимопонимания. После этого можно узнать его имя с помощью фразы вроде "Кстати, меня зовут Джейн Паркер". И сделайте многозначительную паузу, которая вынудит собеседника назвать свое имя. ??? 4. ??????? ????, ? ?? ?????? ???? Пожмите руку — так, как это следует делать, и только если это уместно в данной ситуации Продавцы хорошо известны своей любовью к рукопожатиям. Поэтому многие люди при встрече ждут, что вы пожмете им руку. 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Но, чтобы не поставить себя в неловкое положение с теми, кто не любит рукопожатий, я рекомендую несколько согнуть правую руку и держать ее опущенной. Если другой человек сделает встречное движение — вы готовы. Но если он не предлагает руки, вы не будете чувствовать себя неловко из-за того, что поспешили Рукопожатие уместно во многих случаях, но только если вы делаете это как полагается Заслуживает ли обычное рукопожатие большого внимания? Если вы скептически относитесь к тому, чтобы упражняться в рукопожатии, понаблюдайте, как другие пожимают руку вам Если при этом вам случалось вместо руки держать дохлую рыбу, то вы понимаете, что я имею в виду. Если во время рукопожатия слышался хруст костей, тогда вам тоже ясно, о чем я говорю. Чтобы ваше рукопожатие было приятным, возьмите в свою руку руку другого человека и коротко, но уверенно сожмите ее — не слишком сильно, но и не вяло. И ни в коем случае не затягивайте рукопожатия. Неприятнее всего, если вы продолжаете держать руку, когда другой уже готов ее отнять 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Когда вы встречаете пару, уместно пожать руку и мужу, и жене. Если с ними есть дети, пожмите руки и им тоже. Если ваш продукт имеет отношение к детям, вам необходимо и их доверие. Но когда вам кажется, что детям рукопожатие неприятно, просто на минуту встретьтесь с ними глазами. И никаких потрепываний по щеке и взъерошиваний волос. Помните, как вам было неприятно, когда ваша тетя проделывала такие штучки с вами? 103
??? 5. ???? ??? - ?? ??? ??? Рукопожатие является самым удобным моментом, чтобы обменяться именами. В зависимости от ситуации можно использовать нейтральное Доброе утро. Меня зовут Роберт Смит, я из "Джоунз и Компания ". Если обстановка более неформальная, можно представиться Роб или Боб — так, как вы хотите, чтобы вас называли. Говорите четко, чтобы ваше имя затем произносили правильно. Нет ничего более неловкого, чем поправлять своего предполагаемого покупателя, который называет вас Бобом, тогда как ваше имя Роб. Кроме того, если вы добьетесь его расположения и он порекомендует вас своим знакомым, будет обидно, когда из-за того, что вы невнятно произнесли свое имя, потенциальные клиенты не смогут вас найти или — что еще хуже — попадут в лапы конкурентов. Продавец в магазине
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Продавцы, работающие в розничной торговле, добивались бы куда больших успехов, если бы рассматривали каждый контакт с покупателем как ситуацию, в которой необходимо завоевать его доверие и симпатию. Они поступают мудро, когда ждут, пока клиент сам не попросит их о помощи. Это лучше, чем с ходу набрасываться на входящего в магазин человека с затасканным "Что вас интересует?", в ответ на которое звучит обычно автоматический ответ "Спасибо, ничего". Можно было бы стать миллионером, если бы за каждое услышанное Что вас интересует ? платили по доллару. Если вы читаете этот раздел только потому, что занимаетесь розничной торговлей, вам повезло! Я могу дать отличный совет, как повысить уровень ваших продаж и продаж любого продавца на вашем предприятии. 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Во-первых, когда люди входят в магазин, не спешите тут же навязать им свое общество. И во-вторых, когда нужно подойти, не бросайтесь к ним. Вспомните случаи, когда какой-нибудь сверхусердный продавец так набрасывался на вас, что вы только и мечтали унести ноги. Вы ведь не хотите, чтобы то же чувствовали по отношению к вам. Дайте покупателям понять, что вы здесь просто на тот случай, если у них возникнут вопросы. Поэтому уйдите с дороги и дайте им осмотреться. ??? ??????? ?????? "??? ??? ???????????" Попробуйте вот это: Здравствуйте, спасибо, что заглянули. Я здесь работаю. Если у вас возникнут вопросы, дайте мне знать. Что дает такое приветствие? Оно передает благожелательность, радушие, но не назойливость. Вы просто предлагаете клиентам чувствовать себя как дома. Когда люди чувствуют себя непринужденно, они открыты для принятия решений. Вот другой вариант приветствия: Здравствуйте, добро пожаловать в компанию "Стандард Лайтинг ", Аризона. Я рада, что сегодня вы заглянули к нам. Осматривайтесь и чувствуйте себя свободно. Меня зовут Карен, и я буду здесь, если у вас возникнут вопросы. Сделайте секундную паузу на случай, если у покупателя есть вопросы. Затем отойдите в сторону. 10Л
Когда вы отступаете, вместо того, чтобы приблизиться, вы тем самым выделяете себя из толпы других продавцов, которые поступают наоборот, — и многие покупатели это оценят. Когда вы оставляете покупателя одного, он сможет подойти к тому предмету, который ему нравится. Наблюдая за ним издалека, вы поймете, за чем он пришел. Если он на минуту задержится перед чем-нибудь, можно подойти ближе, чтобы быть готовым ответить на вопрос. Однако, не кружите вокруг клиента, как стервятник. Просто будьте на виду, так, чтобы вас легко можно было найти. ????????? ??????? ???????? Если покупатель не осматривается, а все время находится возле одного и того же предмета, вы можете спросить, не нужна ли ему помощь. Сразу начинайте с того вопроса, который требует более развернутого ответа, чем простое да или нет, поскольку такой ответ даст вам новую информацию и позволит продолжить беседу. Если клиент ищет что-то из мебели, спросите: Вы предполагаете приобрести этот стул взамен старого или хотите дополнить гарнитур? Получив ответ, вы будете знать, что его интересует, и поможете подобрать нужную вещь. 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Если в вашем распоряжении салон для продажи или выставочное помещение, дайте своим покупателям осмотреться и только потом подходите к ним. Не суетитесь; держитесь солидно, а не бросайтесь к покупателю как к проходящему товарному поезду. Некоторые салоны по продаже автомобилей и мебельные магазины так велики, что в них без гида (или хотя бы карты) просто не обойтись. Работая в таком месте, вы должны быть готовы проводить покупателя к интересующему его предмету. Но, опять-таки, лучше, если вы после этого отойдете в сторону. Вас позовут, когда вы понадобитесь, но не следует стоять над душой и контролировать действия посетителя. Время найти точки соприкосновения Теперь, когда вы представились, узнали имена клиентов и всем улыбнулись, пора начать осторожный поиск точек соприкосновения. Для этого требуется наблюдательность. Если вы только что вошли в офис мистера Джонсона и заметили, что повсюду развешены фотографии его семьи, спросите его о семье. Сейчас не важны детали. Скажите просто: У вас отличная семья, и предоставьте ему самому решить, стоит ли вдаваться в подробности. Если вы заметили в комнате призы и дипломы, не обойдите это молчанием. Если он, как и вы — рыболов, затроньте вопрос рыбалки. 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Позволяя клиенту сначала увидеть в вас человека, а потом уже профессионала, вы способствуете разрушению той естественной стены неприязни, которая возникает при вступлении в контакт с обычным продавцом. Возможно, мистер Джеймс узнал о вас от другого клиента. Тогда упомяните общих знакомых. Это благодатная тема. "Старый добрый Джим" может иметь большой талант, прекрасную семью или замечательное чувство юмора. Все это приятные, безопасные темы для беседы. Следующие разделы посвящены способам, которые помогают находить точки соприкосновения с теми, кто до сих пор не почувствовал себя комфортно. 105
Сделайте общение приятным, но не топчитесь на одном месте 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Согласен, это тяжело, но не невозможно. Если ничто другое не действует, затроньте что-нибудь из местных новостей. Но тема не должна быть дискуссионной. Постарайтесь также воздержаться от замечаний о погоде. Клиент поймет, что вы хотите любой ценой втянуть его в разговор. Другое проверенное средство — сказать искренний комплимент. Искренний здесь ключевое слово. Искренность открывает все сердца; явная лесть отталкивает. Утверждение вроде Разрази меня гром, миссис Горгона, если вы не выглядите как Венера Ми-лосская — не самый удачный комплимент. Похвалите предмет его гордости Если по роду вашей деятельности вам часто приходится демонстрировать свой продукт у клиентов дома, и те, к кому вы пришли, имеют хороший дом, скажите вот что: Мне приходилось бывать в разных домах, должен сказать, ваш дом достоин того, чтобы им гордиться. Он просто замечательный! Попробуйте отыскать признаки хобби или увлечений. Например, в отношении картины, принадлежащей кисти хозяйки дома, спросите Это ваша работа7 У вас талант. Это не будет ложью даже в том случае, если картина плоха. Для того чтобы взяться за кисть, действительно нужен талант, и в ваших глазах хозяйка может им обладать. Если у клиента есть хобби, которым он явно гордится, скажите пару теплых слов на эту тему. Слушать комплименты всегда приятно. Избегайте споров 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Следите за тем, чтобы клиент не втянул вас в спор о каком-либо предмете. Кое-кто делает это умышленно, чтобы проверить вас В частности, любой ценой избегайте дискуссий о политике и религии. Вот как можно избежать любой темы, которая может столкнуть вас на тропу войны. Сейчас я так занят обслуживанием клиентов, что не успеваю следить за ситуацией А что вы думаете по этому поводу 9 "Переведя стрелки", вы уклонились от того, что могло оказаться роковым шагом, и лишний раз продемонстрировали тем самым свой профессионализм. Если клиент продолжает настаивать на том, чтобы вы высказались по спорному вопросу, то вы будете знать, что в следующий раз этой темы нужно избегать. К ней можно вернуться, когда вы захотите поглубже узнать этого человека с тем, чтобы решить, продолжать ли с ним контакты в будущем. 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Во время любых деловых контактов воздержитесь от жаргона и богохульства. Неважно, что такой язык сейчас широко распространен в популярных телепрограммах; в деловом мире ему нет места. Не зная убеждений собеседника, вы легко можете его оскорбить. То же относится к шуткам по поводу цвета кожи, политики, национальности и пола. Проявляйте уважение к убеждениям, верованиям и этическим нормам собеседника.
Говогите с расстановкой Другой аспект взаимопонимания — скорость вашей речи. Потратьте время на то, чтобы проследить, с какой скоростью вы говорите. Затем сравните ее со скоростью речи собеседника. Как только вы приспособитесь разговаривать в том же темпе, он скорее поймет вас. Если собеседник говорит быстрее вас, попытайтесь ускорить и свою речь, чтобы удержать его внимание. Если медленнее — сбавьте темп вашей речи или делайте больше пауз. Любые отклонения в скорости вашей речи могут привести к нежелательным последствиям. Если вы будете говорить со скоростью комментатора футбольного матча, то рискуете потерять внимание клиента; если говорить слишком медленно, клиент начнет отвлекаться. Дайте понять, что вы здесь для того, чтобы обслуживать Следующий шаг состоит в том, чтобы организовать сцену для демонстрации продукта. Дайте понять клиенту, что вы здесь для того, чтобы помочь ему сделать удачный выбор. Объяснив, что вы можете обеспечить высокий уровень обслуживания, вы заставите клиента сосредоточиться на причине, которая и побудила его согласиться на эту встречу. Коль вы проделали большую работу, чтобы завоевать симпатию и доверие клиента, сейчас время сделать то, что вы делаете лучше всего — оказать помощь в принятии действительно правильного решения в отношении продукта.
????? 10 ???? ??????? ?????? В этой главе... > Детектив, мелодрама, фантастика — выберите свой жанр расследования > Как оценить покупателя > Нравится вам клиент или нет — оставьте свое мнение дома > Выясните, что ему НАДО, — и дело в шляпе
К этому моменту вы уже отыскали клиента, провели с ним предварительную встречу, и покупатель заинтересовался вашим предложением Теперь самое время сделать шаг номер три Нужно определить, в состоянии ли вы предложить то, что ему действительно нужно Особенно это важно в ситуации, когда вы еще не установили достаточно тесных взаимоотношении с клиентом и потому не можете решить, нуждается ли он в вашем продукте или услуге, а он уже должен принять решение о финансировании сделки от лица своей компании или, если он действует как частное лицо, дать согласие на ваше предложение Вы хотите знать, какие обстоятельства могли бы помешать ему принять соответствующее решение9 Их несколько Если решение связано с вложением денег, то, понятно, клиенту понадобятся деньги или кредит в банке Если предложение касается его лично, то колебания клиента могут быть вызваны необходимостью поговорить с супругой, без совета которой он не может обойтись Вы должны выяснить обстоятельства клиента еще до начала демонстрации и попыток убедить его принять ваше предложение. Вы уверены, что ему нужен ваш товар? 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Одна из самых больших ошибок, совершаемых продавцом, заключается в том, что он устраивает демонстрацию для собеседника, не зная наверняка, уполномочен ли тот принимать решения Нет ничего хуже для обеих сторон, чем после долгих часов переговоров обнаружить, что время потрачено впустую Поэтому, ради всего святого, когда вы видите на двери табличку "Приемная", не пытайтесь атаковать того, кто сидит за дверью Еще до начала демонстрации найдите пару минут, чтобы задать несколько простых вопросов и выслушать ответы, которые позволят вам сэкономить массу времени и избежать неловкого положения
Урокипродажи из теледетектива Как выбрать подходящий момент, чтобы начать задавать эти вопросы9 Иногда нет иного выхода, кроме как сидеть и ждать удобной возможности. Но во многих случаях вы можете и должны сами создать такую ситуацию. Вообразите себя детективом, собирающим информацию для выяснения потребностей клиента. Это было бы не трудно, если бы все, что от вас требовалось, — это придумать пару хороших вопросов, на которые клиент дал бы исчерпывающие и правдивые ответы Но задача не всегда так проста. Чтобы научиться разгадывать нужды и интересы клиента, равно как и успешно использовать эту информацию во время демонстрации продукта, потребуется время и многочисленные тренировки перед каждой деловой встречей. Мне приходит на ум один персонаж — не реальное лицо, а герой телесериала, — который может служить примером умения разбираться в людях Он был популярен в 1970-х и снова появился на экранах в 1990-х. Попробуйте угадать по описанию, кто это У него старый, видавший виды автомобиль. Он прихрамывает и щурит один глаз. В его фигуре нет ничего от супермена, выражение лица такое, точно его только что разбудили. У него вечно мятый плащ, а галстук съехал на сторону. Он не расстается с сигарой и записной книжкой. Если вы смотрите телевизор, то наверняка уже догадались, что моего героя зовут Коломбо. Это мой любимый детектив. Он как никто умеет задавать вопросы соответственно характеру конкретного подозреваемого. Кроме того, он всегда держится так, как будто его собеседник лучше, важнее и умнее, чем он. Его поведение заставляет "клиентов" расслабиться, и они быстро теряют бдительность. Это позволяет ему задавать, перефразируя, одни и те же вопросы. Если ответы отличаются — значит, "клиент" скрывает правду или знает больше, чем хочет показать. Такая информация помогает Коломбо продолжить поиск в правильном направлении. 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Вот какими приемами пользуется Коломбо, чтобы раскрыть преступление. 1. Коломбо держится в тени и старается не привлекать внимания к собственной персоне. Он никогда не изображает из себя важную персону — нет, он всем своим видом дает понять, что он мелкая сошка. Он не появляется в ореоле славы, как это делал Шерлок Холмс. Коломбо все внимание сосредоточивает на происшествии и не упускает ни малейшей подробности, пытаясь раскрыть преступление, и все время объясняет свои действия подозреваемому. 2. Коломбо всегда делает заметки. Делать заметки очень важно, но Коломбо отнюдь не стенографирует все беседы слово в слово. Наоборот, создается впечатление, что он записывает всякие пустяки и от случая к случаю. Его записная книжка мала — как раз, чтобы уместиться в кармане, — и поэтому не производит устрашающего впечатления. По мере продвижения расследования он вновь и вновь возвращается к своим записям. Они помогают ему направлять усилия в нужную сторону при работе с подозреваемым, которого применительно к нашему случаю мы называем — будущий клиент. 3. Коломбо всегда дает людям почувствовать их значимость. Смиренный искатель правды, Коломбо не упускает случая показать "клиентам", как любезно было с их стороны уделить ему немного своего времени. Он рассыпается в благодарностях за "оказанное внимание" и "ценнейшие сведения". Независимо от того, насколько они действительно ценны, Коломбо поступает так, как будто это тот единственный ключ, который поможет раскрыть дело.
4. Вопросы, которые задает Коломбо, кажутся простыми и безобидными. Коломбо никогда не бросается с места в карьер "Это вы сделали9" Его вопросы — не более чем рутинные вопросы полицейского о месте, времени и людях, но они помогают ему выявить незаметные на первый взгляд подробности и обезоружить подозреваемого. 5. Коломбо слышит не только то, что собеседник сказал, но и то, о чем он промолчал. Коломбо подмечает, как люди предлагают свои версии, обращая внимание не только на слова, но и на язык жестов Он видит и оценивает не только самого собеседника, но и одежду, окаужающую обстановку, машину 6. Интенсивность его вопросов постепенно нарастает, каждый последующий вопрос "цепляется" к одной из деталей предшествующего ответа. Подозреваемый редко догадывается, что подозревают его, до тех пор, пока не потеряет бдительность и не обронит что-нибудь, что не вяжется с его предыдущими ответами. Обнаружив это, он пытается исправить положение с помощью всяческих "если бы..." и "предположим, что ", которые оправдали бы его промашку и снова поставили вне подозрений 7. Коломбо быстро снимает напряжение, которое создают его вопросы Один из самых известных приемов Коломбо заключается в том, чтобы неожиданно менять тему разговора Например, его внимание неожиданно привлекает комнатный цветок — надо же, у миссис Коломбо точно такой же! — или он вообще делает вид, что собирается уходить Это сразу же заставляет собеседника отвлечься и отвечать не думая А когда отвечаешь не думая, очень легко выдать себя с головой! Другой излюбленный прием Коломбо состоит в том, чтобы неожиданно вернуться и застать собеседника врасплох в тот момент, когда тот уже вздохнул с облегчением Лейтенант просто забыл кое-что спросить — всего лишь один, самый последний вопрос' Обычно подозреваемый не готов к такому трюку и начинает путаться в собственных ответах Эта часть тактики Коломбо мне особенно нравится 8. Напоследок Коломбо всегда оставляет собеседнику тему для размышлений и дает понять, что они еще встретятся. Всякий хороший продавец, которому не удалось продать сразу, сделает все, чтобы оставить возможность для следующей беседы Что же касается Коломбо, то его обещание еще вернуться уже само по себе заслуживает того, чтобы над ним задуматься' 9. Коломбо говорит языком, который понятен слушателю и не пугает его. Коломбо не пытается произвести впечатление "крутого" сыщика, который того и гляди вызовет в участок "для дачи показаний" Мы вообще редко видим его в полицейском участке. Он знает, что это сильно пугает подозреваемого Кроме того, он избегает полицейского жаргона или объясняет профессиональные термины простыми словами Да, Коломбо — великий детектив. И он всегда выигрывает благодаря умению задавать вопросы и способности ориентироваться в ситуации по ходу дела. Это же сможете делать и вы, когда научитесь оценивать собеседника с помощью правильно поставленных вопросов
Вам нравится продавать то, что другим нравится покупать Многие продавцы проигрывают из-за того, что ставят на первое место собственные симпатии и антипатии Они стараются продавать только то, что им нравится, и лишь тем, кто им нравится Конечно, энтузиазм и уверенность в своем продукте нужны Но если вы решили сделать карьеру в области продажи, то наверняка будете вынуждены иметь дело и с теми продуктами, которые вам несимпатичны. Вы ведь должны оценить, что требуется купить клиенту, а не то, что нравится вам. 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Ваша работа заключается в том, чтобы с энтузиазмом продавать все, что бы ни потребовалось вашим покупателям, кем бы они ни были. В своей работе вы столкнетесь с людьми, которые могут оказаться вам неприятны (в главе 9 описано, как вести себя в такой ситуации) Помните в результате вашего отказа работать с тем или иным клиентом теряете и вы, и он Вы теряете возможность продать, тогда как покупатель теряет возможность удовлетворить свои потребности Вывод будьте готовы к работе с любым товаром и любым покупателем Другая задача, которая стоит перед продавцом, — научиться не поддаваться первому впечатлению. Все мы, осознанно или нет, уже при первом взгляде на человека выносим ему какой-то приговор Мы судим его по физическому состоянию, одежде, прическе, походке 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В продаже, однако, поспешность суждений — вредная привычка, от которой нужно избавляться Если вы решили стать профессионалом, то должны не- предвзято смотреть на каждого покупателя. Избавьтесь от этой привычки прежде, чем она начнет отражаться на ваших доходах! Небольшой пример из моего собственного опыта показывает, насколько важно принимать клиента таким, каков он есть 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Давным-давно, на заре моей карьеры, в одну из суббот у дверей агентства по продаже недвижимости, в котором я работал, появилась супружеская пара Они приехали на обшарпанном грузовике, и по их одежде было видно, что они занимаются тяжелым физическим трудом Мой напарник, мельком взглянув на них, повернулся ко мне и сказал" Этих можешь взять себе. После чего он ушел, предоставив мне разговаривать с четой, которая не произвела на него должного впечатления. Как выяснилось, эти люди искали подходящий дом, чтобы вложить в него деньги Они зарабатывали тем, что покупали старые развалюхи и по принципу "сделай сам" превращали их в фешенебельные дома После чего продавали с немалым барышом. Я помог им найти очередной "материал" Через несколько месяцев они вернулись, чтобы я помог вложить им часть доходов в роскошный дом — теперь уже для них самих С годами я продал им немало домов — и, уже не в силах оторваться от столь лакомого куска, позднее снова покупал их, но преображенные руками этих людей Если бы я, как мой напарник, отказался от обслуживания этой пары только из-за их внешнего вида, то отвернулся бы от того, что оказалось такой удачей
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Постарайтесь обращаться с людьми с таким уважением, какого бы вы ожидали от них по отношению к себе Это может показаться подозрительно напоминающим одно правило, которому вас в детстве наверняка учила мама, и так оно и есть. Если вы хотите, чтобы с вами соглашались, соглашайтесь сами. Не позволяйте, чтобы внешний вид людей влиял на ваше к ним от- ношение Ведите себя так, как будто собеседник — самый важный человек в вашей жизни.
Тщательная оценка клиента — та рутинная работа, от которой нельзя отмахнуться и которую нельзя делать спустя рукава. Не обрекайте себя на провал Работайте над стилем и вопросами, и вскоре вы увидите, что появились первые счастливые покупатели и возросли ваши доходы. 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Средний продавец обычно либо сам идет на поводу у покупателя, целиком предоставляя тому сделать свой выбор, либо тащит его за собой, уговаривая его купить то, что ему, продавцу, нравится больше всего. Оба подхода неправильны. Продавца второго типа легко узнать по фразам, которые он обожает произносить, еще не задав ни одного вопроса Вот эти фразы. Я знаю, что вы ищете. Это мое любимое. У меня есть то, что подойдет вам больше всего. У нас самые лучшие продукты. Красное смотрится лучше всего. Поскольку, действуя по любому из двух сценариев, вы рискуете потерять все, я придумал список ключевых оценочных вопросов под общим названием НАДО. 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Вы наверняка и предположить не могли, что за этим простеньким словом (которое многие из нас к тому же не любят) скрывается целая стратегия. Доля продаж вашей компании могла бы возрасти, если бы каждый из ее продавцов говорил себе при встрече с клиентом: Я забочусь о том, что НАДО моему покупателю. Я выясню, что ему надо, и помогу моей компании найти подходящий продукт. НАДО поможет вам достичь вершин в своем бизнесе, На это надо ЗНАТЬ ответ Так что же скрывается за таинственной аббревиатурой НАДО? И означает настоящее время — в вопросе Что есть у клиента в настоящее время? Почему вы задаете такой вопрос? Потому что покупатели редко коренным образом меняют свои пристрастия. Зная, что есть у них сейчас, можно составить представление об их привычках — и о том, что они захотят иметь в будущем. Если опыт прошлого может диктовать решения в настоящем, то нужно исследовать этот самый прошлый опыт. Вы должны знать, что есть сейчас у ваших покупателей, чтобы представить себе, чему они отдадут предпочтение в будущем.
Мне достаточно взглянуть на вашу теперешнюю машину, дом, одежду или украшения, чтобы сказать, что вы выберете в следующий раз. Это не предубеждение. Просто я знаю, что многие из нас рабы своих привычек Люди, как правило, не склонны к резким переменам в своем образе жизни, если только не выиграют в лотерею, не получат большое наследство или не найдут на дороге миллион долларов Следующая буква в НАДО — А Она означает абсолютно устраивает. Вы должны знать, что доставляет покупателю удовольствие в том, что он имеет в настоящее время Что его натолкнуло на мысль купить именно эту вещь'' 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Чтобы определить, какие качества нравятся покупателю в его собственности, ваши вопросы должны быть составлены так, чтобы помочь вам заглянуть в его прошлое. Вполне возможно, то, что ему нравилось в предыдущей модели и нравится в теперешней, он хотел бы видеть и в будущей Обычно это так — если только вам не удастся доказать, что все это просто детские игрушки в сравнении с новыми качествами вашего товара Буква Д в НАДО означает даст: что даст покупателю новая модель продукта 7 Товары и услуги постоянно улучшаются, и это является движущей силой нашего бизнеса. Ведь так или иначе, но все мы стремимся к переменам: к большим удовольствиям, большим удобствам Это естественное стремление улучшить свою жизнь и приводит к вам покупателя. Что он хочет изменить? Когда вы будете знать ответ на этот вопрос, то сможете так построить демонстрацию продукта, чтобы клиенту стало понятно, как ваша компания способна помочь ему в решении его проблем О означает ответственный за принятие решения Другими словами, вам нужно знать, кто из клиентов отвечает за принятие решения о покупке? Новой машиной, стереосистемой или, скажем, мебелью будет пользоваться, скорее всего, вся семья, но мы, продавцы, предлагая свой продукт, поначалу имеем дело только с одним человеком. Логично ли из этого сделать вывод, что он и есть тот, кто принимает окончательное решение о покупке? Нет, никогда не спешите с таким заключением. Вполне возможно, что ваш первый собеседник пришел лишь как разведчик и в следующий раз приведет с собой свою дражайшую половину или родителей. НАДО(А)? - это что-то новенькое новенькое! Итак, господа студенты, мы с немалым усердием и, осмелюсь сказать, должной глубиной проникновения в предмет, на 75 процентов рассмотрели важнейшую из важнейших в деле продажи аббревиатуру. В частности, в процессе наших изысканий мы осознали необходимость добавить новое слово в наш лексикон, а именно НАДО. К текущему моменту мы уже знаем, что при формулировании правильных оценочных вопросов НАДО учесть следующие пункты. Какой моделью продукта располагает покупатель в Настоящее время? Что его Абсолютно устраивает в этой модели, а что он хотел бы изменить? Что ему Даст принятие вашего предложения? Кто Отвечает за принятие окончательного решения: покупать или не покупать? Но заголовок раздела — НАДО (А). Как вы думаете, что скрывается за А'! Подумайте минутку. Ассигнация'! Хорошая мысль, но, к сожалению, это не то, что я сейчас ищу.
Почему не ассигнации? Потому что смысл нашей профессии — не деньги. Как продавцы, мы с вами занимаемся делом, в котором ищут то, что станет Адекватным решением проблем покупателя. Наш бизнес — поиск решении. Мы стараемся выяснить, что нужно покупателю, и затем находим адекватное решение. В большинстве случаев адекватное решение — это то, благодаря которому клиент извлечет из наших товаров или услуг максимальную пользу. 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Повторите еще раз урок от Коломбо, представленный в начале этой главы: чтобы не повторять одни и те же вопросы, записывайте ответы. Не страшно, если к записям придется возвращаться не один раз, чтобы освежить в памяти ответы клиента. Вопросы легко забываются, особенно когда вы нервничаете. Заданный по забывчивости два раза (и более) вопрос не вселяет в покупателя уверенности в вас и вашем продукте. Письменные заметки не только помогают вам во время презентации, они позволяют вспомнить, о чем во время предыдущих контактов вы говорили с клиентом, который стал вашим партнером. Не забудьте спросить разрешения, прежде чем начать писать у клиента под носом. Кое-кто, заметив, что вы записываете, начинает нервничать, по-видимому, представляя себе при этом, что его слова будут использованы против него и, в конечном итоге, приведут к допросам с пристрастием в суде. Если вы считаете, что данный собеседник способен вообразить себе что-нибудь в этом духе, предложите ему лист бумаги (желательно, чтобы это был бланк с названием вашей компании) и ручку: так вы окажетесь с ним на равных. Готовность к такой ситуации поможет вам если не избежать ее, то хотя бы не ударить лицом в грязь в неприятных случаях. Получить разрешение легко. Достаточно лишь спросить: У меня не очень хорошая память, но я хочу обеспечить вам безупречное обслуживание. Вы не будете возражать, если во время нашего разговора я буду кое-что записывать ? Это показывает, что вы обыкновенный человек и в то же время достаточно сообразительны, чтобы не подвергать опасности работу из-за такого недостатка, как плохая память. И даже если память у вас фотографическая, эта маленькая хитрость поможет покупателям чувствовать себя раскованно и укрепит их доверие. Тут сам Коломбо не сделал бы большего. Первый клиент, которого нужно оценить - Вы сами! Ряд вопросов, которые мы зададим в этом разделе, составлен для того, чтобы помочь вам ясно представить, почему необходимо оценивать потребности людей в процессе общения с ними. Если вам знакома хотя бы одна из следующих ситуаций, то вам особенно пригодятся оценочные вопросы, которые мы предлагаем в этой главе. Случалось ли вам?.. Я хочу убедиться, что вы ясно представляете себе, зачем нужны оценочные вопросы, — особенно если вы новичок в торговле. Ситуации, перечисленные ниже, знакомы многим начинающим торговым агентам. Вам, конечно, сразу бросятся в глаза негативные последствия, которые влечет за собой отсутствие должной квалификации.
Если на каждый из следующих вопросов вы ответите да, значит, вы читаете эту книгу потому, что достаточно долго занимались продажей и понимаете, что не все и не всегда происходит так, как хотелось бы. И хорошо, что вы это уже поняли! Случалось ли вам... потратить несколько часов, растолковывая суть своего товара, услуги или идеи, чтобы в итоге выяснить, что ваш собеседник — вовсе не тот, кто принимает решение? Случалось ли вам... долго и тщательно готовить единственный экземпляр товара, предназначенного для демонстрации, чтобы затем обнаружить, что вам предстоит встреча с большой группой людей? И приходилось ли просить зрителей "встать в круг, чтобы всем было видно" или подходить со своим продуктом к каждому желающему, скрывая за улыбкой чувство неловкости? Случалось ли вам... вдохновенно расписывать какое-нибудь последнее чудо техники с автоматизированным тем и механизированным этим, чтобы в конце концов услышать, что требуется всего лишь базовая модель? (Если при этом вам в голову приходит определение дешевка, следите, чтобы оно случайно не сорвалось с языка или не отразилось на лице.) Случалось ли вам... настойчиво рекомендовать то, что вы сами считаете высшим пилотажем в данной области, всего лишь для того, чтобы получить порцию холодного душа: "А, это мы уже пробовали, оно не работает?" Вы задаете покупателю оценочные вопросы не просто для того, чтобы завязать дружеский контакт или растопить лед. Конечно, неправдой было бы утверждать, что ваш дружелюбный тон не вызовет у него отклика. Однако ваши вопросы должны преследовать определенную цель — выявить потребности клиента. Вопросы которые помогают оценитьь ваши личные качества Задайте себе следующие вопросы; и прежде чем отвечать, хорошенько подумайте. Каждый из них начинайте с вопроса В чем я... В чем я... Целиком убежден? На этот вопрос трудно ответить. Может ли кто-либо гарантировать чей-либо успех? Нет, но я могу сделать отличную штуку: я могу научить вас обеспечивать ваш собственный успех. Если вы последуете моим советам — а вы уже, наверное, поняли, что им стоит следовать, — то сможете увеличить процент успешных сделок. Конечно, не каждая сделка будет заканчиваться успешно, но процент удачных значительно возрастет. Когда это произойдет, вы почувствуете дополнительный стимул к тому, чтобы проверить, что в вашей технике требует совершенствования, и продолжить работу над собой. С этого момента вы прочно станете на путь профессионального роста и успешного бизнеса. В чем я... Едва ли преуспею и почему; что я ежедневно говорю себе? Когда мы в чем-нибудь уверены, это обычно имеет под собой определенные основания. У вас есть мнение о себе, которое складывалось в течение жизни на основе личного опыта и мнения окружающих. Если вы действительно убеждены, что есть вещи, которые у вас никогда не получатся, тогда лучше оставить напрасные мечты. Не тратьте зря время, пытаясь сделать то, что вам не доступно.
В чем вы сами убеждаете себя ежедневно? На чем концентрируетесь — на положительном или на отрицательном? Обращайте внимание на положительное, и я уверен, ваши результаты изменятся к лучшему Помните: вы — то, что сами о себе думаете Обманывать себя ужасно трудно Если вы говорите себе, что являетесь разумным человеческим существом и для вас ничего не стоит в два счета овладеть всеми описываемыми здесь приемами, то так оно и будет Мораль" следите за тем, что вы говорите самому себе. В чем я.. Легко смогу себе отказать, и хватит ли у меня упорства, чтобы добиться своего? Готовы ли вы делать то, что необходимо для успеха9 Это, вероятно, один из самых важных вопросов Его более простая версия — действительно ли вы7.. Действительно ли вы хотите учиться, упражняться и репетировать? Готовы ли вы к трудностям и неудобствам? Если вы на все это можете ответить "да", тогда разбейте предстоящую вам работу, особенно тренировки, на маленькие порции и неукоснительно, шаг за шагом, двигайтесь вперед. В чем я... Изначально пытаюсь убедить покупателя? Это также один из самых важных вопросов. Само собой разумеется, что вы постараетесь заинтересовать его преимуществами своей продукции. Но важно заставить его поверить также и в вас, и в представляемую вами компанию. Если клиент не питает доверия к вам и вашей фирме, продукт не сможет произвести на него должного впечатления. Ставьте интересы покупателя на первое место, и вы сумеете убедить его, что действительно заботитесь о его потребностях. Теперь проверим вашу наблюдательность. Заметили ли вы во время чтения, что прописные буквы, выделенные полужирным шрифтом, образуют слово ЦЕЛИ? Это важно. Вы должны продумать, какие цели ставите перед собой, и записать их. Если вы не знаете целей, как вы собираетесь их достичь? Ваши цели и намерения подробнее рассматриваются в главе 16. Вопросы, которые помогают оценить ваш профессиональный уровень После того как вы оценили свои личные потребности, оцените себя с точки зрения деловых качеств. Задайте себе следующие вопросы, начиная каждый со слов действительно ли я... Действительно ли я... Собрал и изучил всю необходимую информацию о моем продукте? Это первый шаг в вашей самоподготовке. Если вы проигнорируете его, можете оставить всякие надежды на успех. Чем больше времени вы проводите за исследованием продукта, тем меньше будете волноваться при встрече с клиентом, Действительно ли я... Проявляю доброжелательность, любезность и дружелюбие по отношению к клиентам? Все мы с большей охотой делаем бизнес с теми, кто обладает такими качествами. Кое-кто считает, что дружелюбие и доброжелательность означает шумные приветствия или панибратские похлопывания по спине, забывая, что они-то и создали то негативное представление о продавцах, которое бытует сегодня. Настоящие про
фессионалы сохраняют спокойный тон разговора и в то же время умеют создать атмосферу дружелюбия и готовности помочь. Действительно ли я... Развил умение использовать все лучшие из известных приемы продажи9 Вы на пути к тому, чтобы ответить на этот вопрос утвердительно, поскольку прочли уже большую часть книги и усвоили ее основные идеи Но изучение лучших приемов — процесс длительный. Тут и пройдет проверку ваша настойчивость Методов и техник для заучивания существует много, но выбирать их надо с умом Избегайте пустого подражательства, которое никогда не приводит к успеху. Действительно ли я . Отшлифовал свою технику с помощью упражнений и тренировок'' Приобрести ровную, спокойную манеру общения несложно — надо лишь упражняться до тех пор, пока она не станет вашей второй натурой. Вскоре о вас начнут говорить. Он просто прирожденный продавец Но мы-то с вами знаем, в чем тут дело, не так ли9 Действительно ли я. Сотрудничаю со всеми покупателями, которые нуждаются в моем продукте? Вы не можете позволить себе сесть и ждать, пока покупатели сами прибегут к вам Воспринимайте свое хобби — продажу — как процесс постоянного поиска новых возможностей для старых клиентов, а также старых, зарекомендовавших себя предложений для новых покупателей Теперь в вопросах этого списка посмотрите на прописные буквы, выделенные полужирным шрифтом. Что мы имеем в итоге? СПРОС, принципы продавца СПРОС на вашу продукцию Оценив себя прежде, чем оценивать покупателя, вы будете готовы к тому, чтобы решить любую поставленную перед вами задачу как профессиональный продавец Итак, задавали ли вы себе вопрос, каковы ваши цели в работе, связанной со спросом и предложением^ Тогда спросите себя, готовы ли вы к тому, чтобы сделать все необходимое для их достижения. Если на оба вопроса вы ответили да, значит, вы только что поставили себе оценку "способен попытаться убедить покупателей купить товар, услугу или идею". Приправьте все перечисленные ингредиенты порцией здравого смысла, и получите блюдо под названием "Задатки чемпиона" А когда вам не спится и одолевают сомнения и страхи, повторяйте про себя одну маленькую фразу Если не я, то кто же7
????? 11 ????? ?????? ??????????? ??? ????????? В этой главе... > Когда "нет" означает "может быть" > Что делать с сомнениями > Как преодолеть возражения надежный рецепт из шести слагаемых ^*”ряд ли стоит рассчитывать на то, что клиент сам найдет вас, не раздумывая /•^ сделает покупку и уйдет довольный, — если только вы не продаете воздушные шарики на параде Во всех остальных случаях у клиентов бывают сомнения Какие9 Клиент размышляет над целым рядом вопросов 1 •/ Будет ли покупаемый продукт (услуга) выполнять ту функцию, для у которой он предназначен9 ^ ^ Сможет ли продавец вовремя доставить покупку9 * ^ Стоит ли вкладывать деньги в этот продукт9 , •/ Правилен ли мой выбор9 Все эти сомнения закрадываются в душу клиента при первой встрече с продавцом и достигают апогея к моменту, когда он уже готов вложить деньги в ваши товар или услугу либо согласиться на ваше предложение Это вполне естественно при принятии решения, сопряженного с тратой времени или денег. Когда "нет" означает - может быть Те, кто не умеют убеждать, обычно полагают, что "нет" или признаки нерешительности означают бесповоротный отказ А опытный продавец знает, что у клиента есть свои причины для колебаний Главная из них состоит в том, что он ловит себя на непреодолимом желании сказать "да" и пытается остановиться Таким образом, нерешительность клиента, или предполагаемого участника сделки, может означать одно из двух: он хочет растянуть процедуру продажи с тем, чтобы успеть переварить всю сообщаемую вами информацию или получить дополнительные сведения В последнем случае он возражает с целью намекнуть продавцу, что хорошо бы вернуться несколько назад и возобновить продажу с какого-то момента По нерешительности клиента начинающий продавец может выявить слабые стороны своего умения убеждать. Если клиент начинает колебаться или пытается уйти, понимайте это так: ему просто нужны дополнительные аргументы
Попробуйте, Вам понравится ! Рекомендую хорошенько подумать о том, как преодолевать сомнения клиента или отвечать на его возражения. Попробуйте! В худшем случае вы останетесь там, где начали, и займетесь следующим кандидатом в покупатели В лучшем — покупатель позволит убедить себя в том, что сомнения необоснованны, и тогда он уже не сможет отказаться от вашего предложения. 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Чтобы устранять сомнения клиента, научитесь предвидеть их. Ведь пока вы не сможете справляться с сомнениями клиента, ваш заработок будет далек от максимума, на который вы могли бы рассчитывать. Поэтому в каждом случае постарайтесь предупредить возражения. Тогда они не застанут вас врасплох. Если рыбка не клюет, смените наживку Ни одному продавцу еще не удавалось убедить клиента, который не высказывает никаких возражений и не задает ни одного вопроса. С такими клиентами работать труднее всего Они похожи на сонную рыбу время от времени поводят глазами, но не говорят ни слова Во время переговоров вы демонстрируете свое умение убеждать, задавая вопросы и изменяя их характер в зависимости от перспективы, которая вам видится. Если клиент молчит, разговор быстро заходит в тупик. Когда такое случается, вам приходится действовать наугад. А это очень плохо, потому что вы теряете контроль над ситуацией. Это все равно, что забрасывать крючок без наживки. Клиенты, которых не удается втянуть в разговор, скорее всего, не собираются ничего покупать Те же, кто явно напрашивается на беседу, по меньшей мере заинтересовались Обычно убедить их непросто, однако, если вам это удастся, они станут вашими лучшими клиентами Поэтому в следующий раз, когда покупатель начнет спорить, радуйтесь. Столкнуться с возражениями и суметь обойти их — необходимое звено процесса продажи. Как истолковать сигналы от клиентов Когда потенциальный покупатель возражает или высказывает сомнение, он тем самым сообщает вам три важные вещи 1 Он заинтересован, но не хочет показаться легкой добычей. 2 Он, может быть, заинтересовался, но не уверен, нужна ли ему эта вещь. 3 Он остался равнодушным, но может заинтересоваться, если вы все как следует объясните. Все три варианта говорят об одном: клиенту нужна дополнительная информация. Правильно оценив характер клиента, вы сможете установить, что у него уже есть, что ему нравится, что он хотел бы изменить и сам ли он принимает решения (формула НАДО, выведенная нами в главе 10) Если на основании этих сведений вы приходите к выводу, что клиент выиграет от вашего предложения, то перед нами вариант 1. В этом случае следует уменьшить нажим, дать клиенту возможность задать все интересующие его .вопросы и вообще позволить ему расслабиться и выговориться. Только после этого можно выяснить, какое решение он принял. Другая ситуация: клиент задает много вопросов, выглядит неуверенным или колеблется. Это значит, что он не может решить, нужен ли ему данный продукт. Такое
вполне возможно, особенно если предлагаемый товар ему незнаком и вы объясняете все с нуля В этом случае вы должны подробно рассказать о свойствах и преимуществах товара, попутно задавая вопросы, помогающие определить нужное направление в беседе с клиентом С отсутствием интереса вследствие недостатка информации справиться несколько труднее Прежде всего, вы должны завоевать доверие клиента и тем самым получить время, необходимое для рассказа о товаре Ваша задача — пробудить в клиенте любопытство к товару (услуге или идее), после чего ему захочется узнать еще больше Чтобы выяснить, в каком направлении двигаться дальше, вернитесь назад и выясните, чем были вызваны возражения клиента Иногда возражения можно обойти На некоторые возражения не стоит даже отвечать С ними нужно просто соглашаться Бывает так вы уверены, что клиенту и хочется, и нужно купить то, что вы предлагаете, но он не может удержаться от критики В этом случае вы можете обойти возражение Другими словами, здесь вам на помощь приходит умение разбираться в людях Единственное предостережение если у вас маловато опыта продажи, не пропускайте ни одного возражения без того, чтобы уяснить, насколько оно обоснованно Иногда достаточно согласиться с критическим замечанием, чтобы клиент, довольный тем, что вы его слушаете, позволил вам продолжать 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Всегда помните, что высказанное клиентом сомнение вовсе не означает ни в коем случае Оно может означать лишь в другом случае Если это так, надо выбрать другой путь
Если вы пытаетесь продать дорогую и роскошную вещь, а ваш клиент заявляет что-то вроде Я совершенно на мели, то это — не возражение, но условие Это совершенно разные вещи Условие — это не отказ и не увертка Это серьезная причина, по которой клиент не может согласиться на то, что вы предлагаете Если вы переведете разговор в финансовую плоскость, то у клиента останется только две серьезных причины чтобы прервать разговор 1 Отсутствие денег 2 Отсутствие кредита Если у клиента нет денег и неоткуда их взять, благодарите его за приятно проведенное время и прощайтесь Вокруг множесгво потенциальных покупателей, не связанных никакими условиями, так что незачем тратить время на клиента, у которого имеются столь серьезные основания для отказа от покупки 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С теми, у кого финансовые затруднения, всегда прощайтесь тепло и дружески Кто знает, что будет со временем Может быть, завтра такой клиент выиграет в лотерею Или любимая тетушка оставит ему наследство В конце концов, он может взять в долг у богатого дядюшки Или того лучше ту вещь, которую вы сегодня предлагали, ему купят его более состоятельные друзья — в подарок ко дню рождения или рождеству
Если то, что вы предлагаете, клиенту действительно очень нужно, он обязательно вернется И можете быть спокойны он придет именно к вам, ибо с вами у него сложились дружеские отношения Зачем искать другие варианты, если есть человек, зарекомендовавший себя знающим дело и таким чутким9 Клиент хочет быть уверен, что он не прогадал Если у потенциального клиента есть деньги, кредит или и то, и другое, но в данный момент ему не хочется с ними расставаться, значит, вы не убедили его в том, что ваш товар для него важнее денег Случается, на оформление покупки требуется время, а у клиента его нет Нет времени в данном случае не условие, а возражение У каждого из нас в распоряжении 86 400 секунд в сутки И распоряжаться ими — в нашей власти Если вы хотите, чтобы кто-то потратил на вас свое время, вы должны убедить его, что выгода, которую он получит от сделки, стоит того, чтобы посвятить покупке время, запланированное для чего-то другого Упреждайте возражения клиента Если вы знаете, что ваш товар — не самый дешевый на рынке, и предвидите, что клиент будет недоволен ценой, опередите его Управляйте ситуацией начните разговор о цене в момент, подходящий вам, а не когда вздумается клиенту Так вы сможете удержать инициативу и даже превратить недостаток в достоинство Если ваш товар дороже потому, что он изготовлен из высококачественных материалов, удобнее, долговечнее или лучше в работе, следует подчеркнуть это до того, как клиент уйдет в глухую оборону 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Повторим еще раз последовательность действии, помогающих преодолеть заранее известные вам возражения клиента 1 Предугадайте возражения или сомнения клиента и выскажите их первым 2 Покажите, что вас нисколько не пугают эти возражения 3 Рассмотрите возражение в новом свете, превратив недостаток в преимущество Этот метод оказался успешным для многих наших студентов, привыкших воспринимать обычные проблемы как тупиковые Сейчас для них каждая такая проблема — трамплин к успеху "В другом месте я могу купить дешевле" Одно из возражений, чаще всего высказываемых клиентами, которых вы пытаетесь убедить обменять деньги на ваши товар или услугу, заключается в том, что где-то они могут купить это дешевле Каждому из них хочется верить в это Поэтому всегда ждите этого возражения и держите наготове ответ Вот как вы должны вести себя в такой ситуации КЛИЕНТ Том, я уверен, что смогу купить этот товар или что-нибудь в этом роде гораздо дешевле ТОМ Конечно, Джим, я понимаю вашу тревогу Знаете, за многие годы я кое-чему научился Вкладывая деньги, мы надеемся получить три вещи отличное качество, прекрасное обслуживание и, разумеется, минимальную цену
Я понял также, что ни одна фирма не может предложить все это одновременно. Невозможно предложить отличное качество и высокий уровень обслуживания за минимальную цену. Позвольте же полюбопытствовать: каким из трех условии вы готовы пожертвовать? Качеством? Превосходным обслуживанием? Или все-таки низкой ценой? Немного найдется клиентов, которые после таких слов хладнокровно заявили бы: Ладно, пусть будет низкое качество и плохое обслуживание, лишь бы цена невысокая Вот еще один способ преодолеть колебания в отношении цены. Какой из двух методов выбрать — зависит от вашей оценки ситуации. Если клиент сомневается в цене, а вы чувствуете, что он уже убедился в вашей компетентности, — возможно, вы предпочтете другой подход. КЛИЕНТ: Том, я уверен, что смогу купить этот товар или что-нибудь в этом роде гораздо дешевле. ТОМ: Знаете, Джим, в этом районе я мог бы найти довольно много компаний моего профиля. Но после тщательного изучения я выбрал именно эту фирму, потому что хотел иметь возможность сказать, глядя клиенту в глаза. "Вы имеете дело с самой лучшей в своей отрасли компанией". Я знаю, вы цените качество, поэтому подумайте если заплатить немного больше, то можно получить отличную вещь, которая прослужит несравненно дольше! Разве не так? При таком подходе вы усиливаете уже завоеванное доверие. По сути, вы даете понять своему клиенту, что перед ним не новичок, а профессионал, который дорожит репутацией и не бросает слов на ветер. Для многих клиентов отказ по причине дороговизны служит ширмой, за которой скрывается печальный опыт покупок или некие опасения, вызванные чьими-то рассказами. К несчастью тех из нас, кто профессионально занимается продажей, находится немало людей, которых обманывали недобросовестные продавцы, торгующие некачественным товаром. Если вы сами не сталкивались с такими дельцами, тот наверняка слышали о них. 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Вы всегда должны быть готовы к опасениям этого рода; рано или поздно их выскажет и один из ваших клиентов. Чтобы продолжить процесс продажи, вы должны успокоить клиента, т.е. объяснить ему, насколько выгодна предлагаемая сделка. Вам возражают: что делать, ачего не стоит Когда у вашего собеседника возникают сомнения, первое, что вы должны сделать, — это признать, что они вполне законны. Игнорирование их как чего-то несущественного может привести к тому, что связанные с ними возражения перейдут в решительный отказ. Во многих случаях в качестве такого признания достаточно простого Я понимаю. Иногда полезно сказать. Позвольте, я сделаю себе пометку, и мы основательно обсудим это чуть позже, когда решим остальные вопросы, — и сделать соответствующую запись. То, что вы сделали запись, придает основательность вашему подходу и свидетельствует о вашем профессионализме.
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Самое главное, что нужно сделать, — заставить клиента самого ответить на свое возражение Выглядит, может быть, мудрено, но это очень важно, и вот почему Вы пытаетесь убедить потенциального клиента, поэтому у него будут замечания ко всему, что вы делаете или говорите. Почему9 Потому что он исходит из соображений, что вы действуете исключительно в своих интересах Пока клиент не поймет, что вы на его стороне, он будет в вас сомневаться. 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А вот это высказывание подтверждает мою мысль. Когда это говорю я, собеседник сомневается Когда это говорит он сам, то считает это истиной Вот почему надо заставить клиента самого отвечать на собственные возражения — ведь он намного скорее поверит себе, чем вам Остается только дать ему необходимую информацию и позволить самому сделать выводы Пусть убеждает себя сам' 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Этот метод часто срабатывает, когда вы имеете дело с супружеской парой (детишки, обратите внимание!) Если один из супругов возражает, не торопитесь вступать в спор Только посредственный продавец бросается с жаром отстаивать свой товар Однако есть тактика получше — не спешите с ответом Если один из супругов вставляет критическое замечание, то в 50% случаев второй будет утверждать обратное, т.е. выступать в вашу пользу Если же этого не произошло, придется поработать еще Дело в том, что между этими людьми уже существуют позитивные отношения (надо надеяться) и доверие к суждениям друг друга. К тому же, они умеют убеждать друг друга лучше чем кто бы то ни было Научившись молчать, пока они обмениваются мнениями, вы можете добиться того, что их возражения сами растают у вас на глазах. Трудно сохранять хладнокровие, если в разговоре забрезжит важное для вас решение Секунды превращаются в часы, и вы начинаете чувствовать себя крайне неуютно Чтобы удержаться от преждевременного вмешательства в разговор, воспользуйтесь следующим приемом. Сосчитайте про себя до 30 Или можете посчитать секунды, произнося в уме тысяча один, тысяча два, тысяча три и тд Только не надо считать вслух. Некоторые декламируют про себя стихи Какой из способов вы бы ни избрали, будьте внимательны не шевелите губами. 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Чего никак нельзя делать в подобных случаях — это смотреть на часы Одного такого взгляда достаточно, чтобы разочаровать клиентов" они внимательно следят за вами, ожидая следующего вашего шага Избавьтесь от привычки посматривать на часы или научитесь делать это незаметно. Первое, чего надо избегать, — спорить с человеком, которого вы пытаетесь убедить Это, казалось бы, и так ясно, однако, когда вы являетесь участником переговоров, эмоции могут взять верх, и дела пойдут вкривь и вкось Если в ответ на возражение или сомнение клиента вы ввязываетесь в бесконечный спор или начинаете размахивать кулаками, будьте уверены" между вами и тем, кого вы пытаетесь убедить, возникнет такая стена, которую вам вряд ли удастся разрушить Если вы и хотите уговорить собеседника, то не нужно тащить его на ринг Относитесь к возражению как к требованию дополнительной информации, и тогда серьезных проблем не возникнет. 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Не следует преуменьшать сомнения клиента Для человека, которого вы убеждаете, имеет значение каждое из высказываемых им соображений Не забывайте становиться на его место Как бы вы реагировали на то, что кто-то другой расценил бы ваше мнение как не имеющее особого значения9
Алгоритм преодоления возражений: шесть этапов ???? 1. ??????????? ?? ????? Если кто-то доверяет вам настолько, чтобы рассказывать о своих беспокойствах, проявите понимание и дослушайте до конца. Не спешите отвечать на каждое слово. Дайте человеку время, тактично побуждая рассказать все. Не дослушав до конца, вы не будете знать, что делать и говорить, чтобы изменить позицию клиента. И не прерывайте, ибо, вмешавшись, можете высказать неверное суждение. ???? 2. ???????????? ???????? Поддакивая собеседнику, вы, на самом деле, просите его продолжить рассказ Вам надо быть уверенным, что он выложил все, и никакие новые сомнения не появятся после того, как вы покончите с только что изложенными. Вы как бы говорите: Продолжайте Выкладывайте все Облегчите душу. Поступая таким образом, вы предлагаете довериться вам. ???? 3. ????????? ???????????? ??????? Здесь важны осторожность и такт Если вы предлагаете полицейскому инспектору приобрести жилет из светоотражающего материала, не задавайте вопрос' А что вам в нем не нравится ? Вместо этого мягко поинтересуйтесь' Вы чувствуете себя в этом жилете неловко? Если это так, то он не побоится сказать почему. Возможно, он стесняется В таком случае, убедите его, что униформа придаст ему авторитет и уважение окружающих ???? 4. ????????? ???????? Если вы уверены, что клиент выложил все, что стоит за его сомнением, можете спокойно отвечать. ???? 5. ??????????? ???? ?????? Очень важно, чтобы собеседник, высказав возражение, услышал и воспринял ваш ответ. Если вы пропустите данный шаг, он, скорее всего, вновь вернется к своему возражению. Вы можете подкреплять свои ответы, завершая их словами вроде: Этот вопрос мы выяснили Не так ли, Боб7 Если он ответит утвердительно, значит, вы продвинулись еще на шаг. Если он не удовлетворен ответом — продолжите объяснения, не откладывая их до того момента, когда клиенту надо будет принимать окончательное решение. ???? 6. ??????... Запомните это слово. В любых уговорах оно самое полезное. Это слово используется как переключатель скоростей — чтобы сменить тему. Но не для того, чтобы продолжать говорить. Вернитесь еще раз к демонстрации. Выберите подходящий момент, чтобы открыть рекламный буклет или напомнить о какой-то особенности своего продукта, которая понравилась собеседнику. Задайте вопрос, на который клиент не может ответить отрицательно. Дайте ему понять, что вы контролируете ситуацию. Перечисленные шесть этапов, если правильно их применять, значительно приблизят вас к цели, даже если у клиента имеются серьезные сомнения или возражения.
Вот пример, который показывает эти шесть этапов в действии. КЛИЕНТ: Это слишком дорого. Выслушивайте до конца. ПРОДАВЕЦ: Давайте обсудим этот вопрос прямо сейчас. Поддерживайте разговор. ПРОДАВЕЦ: Нынче все дорого. Вы можете сказать, что значит для вас "слишком"9 КЛИЕНТ: Ну, 1000 долларов. Правильно задавайте вопросы ПРОДАВЕЦ: Другими словами, вас смущает именно эта сумма — 1000 долларов9 КЛИЕНТ: Пожалуй. Правильно отвечайте ПРОДАВЕЦ: Я понимаю вас. Но мне кажется, следует взглянуть на эти 1000 долларов под другим углом зрения Как правило, клиенты с удовольствием пользуются моим товаром в течение минимум пяти лет. Это значит, из 1000 долларов мы имеем 200 в год, верно? КЛИЕНТ: да, верно. ПРОДАВЕЦ: Я полагаю, что вы, как и остальные мои клиенты, будете пользоваться этим продуктом 52 недели в году, и тогда 1000 долларов составит примерно 3,52 доллара в неделю. Продолжим вычисления — и получим совсем смешную цифру. 55 центов в день. Так что же, вы откажетесь от всего, что сулит вам эта покупка из-за каких-то 55 центов в день? КЛИЕНТ. Мм-да, если так посмотреть, выходит, вы правы. Подкрепляйте ответы. ПРОДАВЕЦ: в общем, это мы уладили, так? КЛИЕНТ: Пожалуй. Кстати... (пора сменить направление) ПРОДАВЕЦ. Кстати, я собираюсь обслуживать вашу компанию еще много лет, так что не волнуйтесь. Мы сделаем все, чтобы вы были довольны Иногда приходится выслушивать целый поток возражений или сомнений. Если каждое из них вы будете преодолевать по этой схеме, то вам и жизни не хватит, чтобы кого-то в чем-то убедить. Определить, с каким из возражений нужно работать, а какое можно спокойно пропустить мимо ушей, вам поможет опыт.
Клинент, который возражает слишком горячо Если клиент засыпал вас возражениями, вам следует задать несколько вопросов, которые помогут выяснить, в чем же главная причина его сомнений. Если человек слишком демонстративно протестует, то либо он не заинтересован в покупке и не решается прямо сказать об этом, либо он скрывает истинную причину своего отказа. Некоторым людям трудно признаться, что товар ваш им нравится, но они не могут себе его позволить. Поэтому вместо того, чтобы сказать об этом напрямик, они придумывают сотню причин, по которым ваши товар, услуга или идея им не подходят. В конце концов, вам, видимо, придется сказать что-то наподобие следующего: Миссис Джонсон, очевидно, у вас почти нет замечаний к нашему товару. Позвольте спросить, на чем будет основываться ваше окончательное решение — на пользе для вашей семьи или на финансовых аспектах этой покупки ? Вот так мило, тепло и дружелюбно вы спрашиваете об истинной причине возражений (вы имеет на это право!). Нельзя переходить к следующему этапу процедуры продажи, не выяснив подоплеки возражения и не ответив на него. 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Избавиться от боязни отвечать на возражения так же легко, как и выучить этапы, которым надо следовать при ответах на них. Возражения — это способ замедлить процесс и получить дополнительные сведения или уточнения. Это не дверь, захлопывающаяся перед носом. Не бойтесь возражений. Смотрите на них, как на неотъемлемую часть своей работы. Возможно, сначала это будет нелегко, но после того, как вы научитесь использовать предлагаемую мной схему преодоления возражений, вы будете слышать "да" намного чаще.
????? 12 ?????????? ?????????????? ?????????? В этой главе... > Предвкушение победы > Просто взять и спросить > Преодоление возражений > Конец — делу венец
П ^гто приятная часть. Отличный финал — счастливый покупатель наконец нашел \^ то, что искал! В качестве определения этой фазы процесса продажи принято использовать термин завершение. Что мы в него вкладываем? Завершение — это тот великий момент, ради которого вы не покладая рук трудитесь недели и даже месяцы напролет. Если вы усвоили философию продажи, предлагаемую в этой книге, то знаете, что работаете на конечный результат с той самой минуты, когда встретили возможного клиента. Это данность. Но пока вы не превратили свое инстинктивное стремление к завершению продажи в набор отличных, профессиональных приемов, достижение соглашения будет не закономерностью, а нечастой удачей. 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Основа основ продажи состоит в следующем: если вы хотите продать свой продукт, то рано или поздно вам придется попросить клиента купить его. После того как вы минуете стадию испуганного новичка и завершите несколько продаж, вы, несомненно, согласитесь, что этот самый важный аспект продажи еще и необыкновенно приятен. Иногда нужно просто спросить Иногда в процессе продажи тот, кто находится в положении продавца, ощущает неловкость, если от него требуется нечто большее, чем просто предложить свой товар. Если противоположная сторона не видит ценности предлагаемых идеи, товара или услуги и не спешит превратиться каким-либо образом в ее владельца, продавец начинает терять почву под ногами. Пошатнувшаяся уверенность продавца снижает шансы на завершение сделки. Иными словами, продавец боится попросить клиента принять окончательное решение и не пытается достичь соглашения каким-либо иным образом.
He попросишь — не продашь Задавая разным людям один и тот же вопрос, можно узнать много интересного. Компания Тот Hopkins International, Inc. провела небольшое исследование. Мы опрашивали людей, которые, поговорив с продавцом, все же не купили то, что он предлагал. Нам хотелось выяснить причину отказа. Как ни парадоксально, самый распространенный ответ был (аплодисменты в студии!) — продавец не попросил купить то, что он предлагал! Продающая сторона организовала встречу, продемонстрировала товар или услугу, ответила на вопросы (возражения, сомнения). Некоторые из покупателей оценили предложение и, вероятно, готовы были пойти на сделку, но ничего не произошло. Продавец не попросил их дать окончательный ответ, или расстаться с частью своих денег, поэтому они этого и не сделали. Ни в коем случае не допускайте, чтобы ваша нерешительность стала причиной отказа. В этой главе я расскажу, когда и как следует просить покупателя принять решение. Когда и как просить
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Иногда продавцы так долго медлят с просьбой совершить покупку, что упускают подходящий момент. Чтобы избегать таких ситуаций, научитесь измерять покупательскую температуру. Делайте это с помощью вопросов, которые подводят клиента к мысли об обладании предлагаемым продуктом. Если вам отвечают охотно и утвердительно, значит, клиент готов сообщить о принятом решении. Если же в ответ вы слышите очередное возражение или сомнение — клиент, видимо, еще не созрел. Вопрос, наводящий на мысль о владении продуктом, выглядит примерно так. Не хочу, чтобы мои вопрос прозвучал как предположение, однако, если мы придем к согласию, как скоро вы надеетесь получить первые доходы от новой компьютерной системы ? Поскольку вопрос, по сути, содержит предположение, смягчите его, начав с Не хочу, чтобы мои вопрос прозвучал как предположение. То же касается личных вопросов. Начинайте их с Не переходя на личности... Конечно же, ваш вопрос — личный. Однако, задавая его таким образом, вы выказываете уважение к клиенту и даете возможность не отвечать, если вопрос покажется ему не совсем уместным. Ни в коем случае нельзя преднамеренно вызывать смущение клиента; но в процессе продажи неизбежны ситуации, когда просто необходимо задать вопрос личного характера. 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В ситуации, когда трудно предвидеть реакцию клиента, лучше не спешить с вопросом, а начать со слов: Вы не обидитесь, если я спрошу... Если клиент не собирается обижаться, задавайте вопрос. Показывая, что вам небезразличны чувства собеседника, вы завоевываете его доверие, а вместе с ними дополнительный шанс на утвердительный ответ. "Был такой случай..." - отличный способ завершить продажу Кто не любит увлекательных историй! Самые интересные из них — те, которые наводят слушателя на мысль, что все услышанное может произойти и с ним. Хороший рассказ увлекает слушателя, заставляет его переживать ощущения героев. Он оказывается эмоционально связан с персонажами и событиями. I” Ua-r лпалола тюОПЧЮНГ.ГЯм!
Рассказы о продажах помогают покупателю преодолеть страх, нерешительность (или и то, и другое одновременно), которые предшествуют принятию решения. В практике продажи, насколько мне известно, такой прием называется последний штрих, однако на самом деле это, как правило, просто интересные случаи из жизни. В качестве примера приведу несколько случаев из жизни. Каждый из них основан на приеме, помогающем убедить клиента сказать да. Обратите внимание, что опытный продавец не прибегает одновременно ко всем приемам: он пробует сначала один, если тот не срабатывает, переходит к другому. Обдумайте каждую из описываемых ситуаций и попытайтесь ответить на вопрос: какое чувство должен преодолеть применяемый в ней прием — страх, нерешительность или и то, и другое сразу. Кроме всего прочего, истории, которые вы рассказываете клиенту, вызывают его доверие и побуждают принять решение в нужный для вас момент — т.е. немедленно. Итак, перейдем к делу: агент по продаже недвижимости убеждает супружескую пару приобрести дом. Обратите внимание: уроки, которые вы извлечете из этой истории, пригодятся вам при продаже практически любого товара. Ситуация 1. Бенджамин Франклин Этот прием был изобретен великим Бенджамином Франклином. Он подходит к самым разным ситуациям и уже много лет используется миллионами людей. Его эффективность не вызывает сомнения, ибо прием настолько прост и доступен, что практически всегда достигает цели. Вот как его использует агент по торговле недвижимостью в беседе с клиентами, Карен и Кевином Смитами. Том (ваш покорный слуга — автор и торговец недвижимостью). Вам не кажется, что этот дом на Третьей улице — лучший вариант для вашей семьи? Кевин (неуверенно, уклончиво). Видите ли, Том, этот дом — дорогое удовольствие. Не думаю, что могу это себе позволить сейчас. До этого момента я задал уже ряд вопросов, и теперь настало время применить полученную информацию для завершения продажи. Я вижу, что они с Карен хотят уйти от окончательного решения, несмотря на то, что новый дом произвел на них впечатление и их семье действительно нужно новое жилье. Все цифры названы. Но Смиты пытаются уклониться от последнего шага — иными словами, введут себя как типичные покупатели. Прекрасная возможность применить метод Бенджамина Франклина. Том (уверенно; демонстрирует готовность помочь Карен и Кевину принять то решение, к которому они склоняются, — т.е. оптимальное для них). Возможно, дело в том, что у вас не было возможности все как следует взвесить? Кевин. Да, пожалуй, нам нужно еще раз хорошенько все обдумать. Том. Что ж, решение может быть удачным только тогда, когда оно основано на веских аргументах, правильно? Карен (соглашаясь с логикой Тома). Ну, разумеется.
Том (как бы между прочим). Кстати, недавно я как раз размышлял о нашем выдающемся соотечественнике, одном из самых мудрых представителей нации, — о Бенджамине Франклине. Так вот, когда у Бена возникали сомнения в том, какое решение принять, он поступал следующим образом. Брал лист бумаги и делил его пополам вертикальной чертой. Затем на одной половине листа он записывал все аргументы в пользу решения, на другой — против. После этого он складывал все аргументы с каждой стороны и сравнивал результаты. Забавная штука. Как-то раз мне пришло в голову, что систему Франклина можно применять не только в работе, но и в частной жизни. Теперь вся моя семья пользуется ею каждый раз, когда нужно принять какое-либо важное решение. Не хотите применить эту систему в данном случае? 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Самое главное здесь — чтобы ваше предложение было вызвано ходом беседы, а не сваливалось как снег на голову. Если вы овладели навыками продажи, то уже умеете направлять разговор в нужное русло. Том. Бен Франклин говорил, что если решение правильно, не надо тянуть с его принятием. Если же решение сомнительно, то его следует отвергнуть. Так, может быть, мы попробуем проанализировать решение, которое вам предстоит принять, чтобы вы могли, как вы сами сказали, "обдумать все как следует"? Кевин и К а р е н (в один голос). Конечно, давайте попробуем. Том. Великолепно. Значит, справа записываем аргументы "за", слева — "против". Затем просто сложим все "за" и "против" и посмотрим, чего больше. Вопрос серьезный, так что спешить не будем, но это и не займет много времени — ведь вы уже ясно представляете себе всю картину. Кевин. Отлично, начинаем. У меня подробно записано все, что Карен и Кевину понравилось в этом доме, потому что я отмечал для себя каждый их положительный отзыв с того момента, как мы только подъехали к дому. Если они вдруг что-то забудут, я напомню им—у меня целый список их высказываний. Т о м (с одобрения Кевина расчерчивает пополам лежащий перед ним лист бумаги). Хорошо. Начинаем. Давайте продумаем аргументы в пользу решения. Вы согласны, что дом отвечает всем вашим требованиям? Карен. Да. Том. К тому же, мы выяснили, что при правильной организации финансовой стороны ежемесячные выплаты за новый дом будут даже меньше, чем вам приходится платить за тот, в котором вы живете сейчас. Кевин и Карен (в один голос). Верно. 1М Наг ППАЛАЛЯ КПНвОШвНСТВУ!
Том. Вы хотели, чтобы дом был поближе к школе, а от этого дома до нее всего три квартала. Это большой плюс, разве не так? Кевин и Карен. Безусловно. Том. Продолжим. Мне показалось, что вам очень понравился сад за домом. Карен (глядя на Тома, но видя перед собой свое будущее). Да, детишкам там было бы очень хорошо. Том. Правда? Что ж, запишем. А как насчет окрестностей? По-моему, Карен, когда мы впервые подъехали, вы сказали, что здесь очень мило. Карен. В самом деле, просто чудесно. Том (подсчитывая аргументы "за"). Посмотрим, что у нас получилось. Пять. Есть еще что-нибудь? Карен. Да, нам очень понравилась кухня — в современном стиле. Том. Прекрасно. Запишем и это. Кевин. Мне нравится, что на участке большие деревья. Том. Хорошо. Записываем. Карен. О, мы просто в восторге от того, что ванна в спальне на уровне пола! Том. Отлично! Ничего не забыли? 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Ваша задача — получить от шести до десяти аргументов в пользу покупки. Если не хватает, загляните в свои записи и предложите еще что-нибудь. Не забудьте пометить аргумент, который уже использован в колонке "за". Только не записывайте содержания их аргументов в пользу покупки. Сейчас вы просто подсчитываете их количество. Если подробно записывать все, что понравилось клиентам, вы потеряете массу времени и дадите им повод снова начать взвешивать все доводы. Достигнув нужного количества аргументов "за", продолжите следующим образом. Т о м (не подвергая сомнению свою объективность). Ну, а теперь посмотрим, сколько наберется аргументов "против". К е в и н (с тяжелым вздохом). Что ж, давайте посмотрим. Меня беспокоит первоначальный взнос. На него уйдут почти все наши сбережения. Том. Записываю. Что еще?
Кевин. Вообще-то, мы бы хотели подыскать дом с бассейном Том Это очень серьезные аргументы, Кевин Есть еще что-нибудь? После некоторой паузы становится ясно, что других аргументов у Карен и Кевина нет Они высказали все, что удерживает их от покупки данного конкретного дома, и теперь можно подвести итог Но мне сейчас и не нужно отвечать на их возражения, поскольку единственное, чего я добиваюсь, — это пробудить в них отчетливое желание владеть именно этим домом Финансовую сторону мы еще обсудим, но позже, когда удастся принять окончательное решение Поэтому я говорю Том. Ладно Ну, что ж, складываем9 Я поворачиваю к ним список, и мы все вместе подсчитываем вслух Затем я объявляю результат 10 "за" и 2 "против" Том Карен, Кевин' Вам не кажется, что результат говорит сам за себя9 А теперь мне предстоит долгое и молчаливое ожидание В этот момент самое главное — закрыть рот и не предпринимать ничего, что могло бы стать помехой в принятии решения. В результате произойдет одно из трех I ^ Карен и Кевин попытаются увильнуть от принятия решения под предлогом необходимости еще раз все хорошенько обдумать или же j начнут задавать вопросы, пытаясь сменить тему разговора ^ -^ Кевин и Карен согласятся ) ^ Кевин и Карен откажутся. Как я и ожидал, в комнате воцаряется молчание они думают Наконец, Кевин отвечает уклончиво Видите ли, Том Такие уж мы люди нам обязательно надо хорошенько все обдумать Ситуация 2. Как превратить уклончивый ответ в четко сформулированное возражение Надеюсь, вы понимаете, что этот метод, применяемый с максимумом такта и искренности, будет весьма полезен для вашей карьеры Именно так надо вести себя, когда вы выступаете в роли продавца, свободно, дружелюбно, вежливо и профессионально. Важно не только то, что вы говорите, но и как говорите, ибо ваш настрой создает благоприятную атмосферу для успешной продажи
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Но и в условиях самой дружественной обстановки, проявив максимум внимания к клиенту, вы можете столкнуться с тем, что такие уж они люди, им надо хорошенько все обдумать Всегда помните мне надо хорошенько все обдумать — это отговорка Мы и сами ею пользуемся, так почему бы и другим не выставить ее в качестве щита, когда их уговаривают сделать что-то, в чем они сомневаются9 Что же делать в ситуации, когда клиент категорически настаивает на том, что он должен хорошенько все обдумать^ Со знакомыми вам Смитами я поступил бы примерно следующим образом.
Том. Хорошо, Кевин Как я понимаю, вам бы не понадобилось время для обдумывания, если бы вы не были серьезно заинтересованы, не так ли? Кевин (несколько успокоенный, но с намерением увильнуть) Да, мы, конечно, заинтересованы. Но нам действительно надо все обдумать, прежде чем решиться Том Поскольку вы заинтересованы, то я полагаю, что вы как следует все взвесите? Карен Ну конечно же! Кевин (вежливо, но по-прежнему уклончиво) Я вовсе не пытаюсь уйти от ответа Дом нам нравится, но надо подумать Том (пытаясь поддерживать откровенный разговор) Я просто хотел бы уяснить для себя, о чем именно подумать9 О планировке дома9 О соседях9 Называйте то, что, как вы успели убедиться, им в доме нравится Тогда, отвечая каждый раз нет, они будут все больше приближаться к да. Кевин и Карен ответили "нет" на все вопросы, так о чем же им еще думать9 В большинстве случаев решение упирается в финансовую сторону проблемы Либо дом слишком дорог и клиентам не хочется платить большой первый взнос, либо они беспокоятся из-за кредита, — они не уверены в том, что смогут взять ссуду Том Ну хорошо, что же все-таки вам надо обдумать9 Оплату в целом или, может быть, первый взнос9 Карен (хватается за соломинку) Да У нас может появиться еще один ребенок, и мы не уверены, что можем сейчас позволить себе такие расходы Ситуация 3. Что делать со "слишком дорого" 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Применяйте этот метод завершения в тех случаях, когда главным препятствием в заключении окончательного соглашения оказывается возражение в отношении денег Он поможет и вам, и клиенту воспринять пугающе большую сумму в более приемлемой системе измерения. Чтобы показать вам, как работает этот метод, мы с Карен и Кевином задержимся на некоторое время в конторе агента по торговле недвижимостью Карен Том, мне кажется, этот дом слишком дорог Том (продолжает нащупывать истинную причину, заставляющую клиентов воздержаться от окончательного решения). Нынче вообще все недешево. Скажите мне, пожалуйста, что значит для вас "слишком дорого"9
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Обычно продавцы, услышав слишком дорого, пытаются взглянуть на про блему с точки зрения всей суммы. В этом суть проблемы. Обратитесь лучше к разнице. Объясняю: если кто-то готов потратить на покупку авто мобиля 20 000 долларов, а выбранная машина стоит 22 000, то проблема не в двадцати двух тысячах, а только в двух. К а р е н. Мы, собственно, рассчитывали на сумму 110 000 долларов, но никак не на 115 000. Том. Получается, Карен и Кевин, что ваши затруднения вызваны суммой в 5 000 долларов. Верно? Кевин. 5 000. Точно. Проблема именно в этой сумме. Ситуация 4. Ну очень смешные цены Теперь, узнав, какая именно сумма вызывает возражение клиентов, вы можете продолжить диалог с ними и предложить им по-другому взглянуть на эти деньги, чтобы получить то, что им действительно необходимо, — ваши товар или услугу. Дайте клиентам свой калькулятор. Это хороший способ привлечь их к решению финансовых вопросов. Том (задает вопрос, ответ на который Карен уже знает — метод, описанный в главе 2). Как вы думаете, Карен, можно ли сказать, что это дом вашей мечты, где вы могли бы прожить долгую счастливую жизнь? Карен (слова Тома выразили именно то, о чем она думает). Да. Мне кажется, детям здесь было бы очень хорошо. Том. Хорошо. Тогда скажем так: вы собираетесь прожить в этом прекрасном доме не меньше 20 лет. Верно? Кевин и Карен. Двадцать лет... Да, около того. Том. Разделим эти 5 000 долларов на 20 лет? Получим 250, верно? Кевин. Да. Том. И, понятное дело, вы будете жить в доме 50 недель в году — 2 недели отпуска вы будете проводить где-то в другом месте. Кевин (соглашаясь). Ну да, все правильно. Том. Делим 250 долларов в год на 50 недель. Ваши 5 000 — это 5 долларов в неделю. Идем дальше. В каждой неделе 7 дней, и, разделив 5 на 7, что получим? Карен (уловив, что результат звучит просто смешно). 71 цент...
Ситуация 5. Косвенное сравнение Пусть клиенты смотрят на вещи реально: чтобы получить этот дом, им придется пойти на жертвы. Так убедите их, что жертвы стоят того! Том (подбирая очевидные и неотразимые аргументы). Кевин, много ли вы в семье пьете содовой? Кевин. Конечно. Вы же знаете, что такое дети. В день выходит примерно упаковка в шесть бутылок. Т о м. А сколько нынче стоит содовая? Карен. Около 2 долларов за упаковку. Том. Карен, Кевин! Неужели вы допустите, чтобы сумма в 71 цент (меньше, чем вы тратите на содовую!) помешала осуществлению вашей мечты? Кевин. Если посмотреть с этой стороны, получаются не такие уж большие деньги. Том. Итак, я убедил вас? Теперь самое время подумать о том, как поступить с вашим старым домом, чтобы переехать в этот чудесный дом к рождеству. Тогда ваш семейный фотоальбом пополнится снимками у праздничной елки еще в этом году. Кстати, как вы смотрите на то, чтобы закончить все 15-го или 20-го декабря?
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Обратили внимание на слова, выделенные жирным шрифтом9 Это ключевые слова, призванные вызвать у клиентов приятные ассоциации Предположим, что Карен и Кевин хотят закончить переезд до 25 декабря Это дает вам возможность упомянуть предстоящий праздник, что непременно должно вызывать у покупателей теплые чувства Все приведенные выше ситуации показывают, как легко переходить от одного заключения к другому с тем, чтобы в конце концов поставить логическую точку Очень важно, чтобы на завершающем этапе в ответ на любое возможное возражение у вас была припасена подходящая история Придумывайте истории сами или подгоняйте под свой товар или услугу уже известные Главное — всегда быть готовым. Ситуация 6. конкуренция
Рассказы о конкуренции не должны быть чересчур живописными и подробными Они должны просто напоминать клиентам, что те являются вашими партнерами на данном этапе в бизнесе и что у них есть конкуренты Но, если вы рассказываете им только то, что они и так знают, какой смысл в этом9 Очень большой Вот, например, рассказ о конкуренции, который можно использовать практически в любых ситуациях ВЫ Мистер Паркер, не забывайте, что ваши конкуренты сталкиваются сегодня с той же проблемой, что и вы Вы, конечно же, знаете, что, когда вся отрасль испытывает одни и те же проблемы, одним компаниям удается быстрее справиться с ними, а другим не удается вообще Моя главная цель сегодня — это обеспечение вашей конкурентоспособности Ведь повышение конкурентоспособности — даже небольшое — очень важно для бизнеса, не так ли9 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Цель этих рассказов в том, чтобы помочь клиенту принять то решение, которое, в принципе, у него уже созрело Помните ваш клиент не станет тратить свое время на разговоры о ваших товаре или услуге, если они ему не нужны Клиенты — такие же люди, как и мы с вами Всем нам нужна помощь в принятии решений Не забывайте об этом Разве вы станете обсуждать покупку предмета, который вам не нужен9 Конечно, нет Мало кого удается вовлечь в разговор о ненужных ему вещах Если же товар дорог, то продать его нелегко, как правило, даже в том случае, если клиенту он действительно нужен 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Хуже всего, если продавец, чтобы добиться согласия, начинает лгать о достоинствах товара В результате покупатель приобретает не то, что ему нужно, а то, что навязал ему недобросовестный торговец Обман разрушает доверие покупателя Между прочим, тюрьмы переполнены подобными дельцами Ими двигало не желание услужить клиенту, а элементарная жадность Такой подход к продаже прямо противоположен тому, которого придерживается профессионал Если ставить интересы клиента выше денег, никогда не прогадаешь С самых первых моих шагов на профессиональном поприще и до настоящего времени я заботился о репутации системы торговли в целом и своей — в частности. Я знал, что это возможно, если обслуживать клиентов на профессиональном уровне, и всегда стремился к этому. Поэтому я больше, чем мои коллеги, работал над
Вопросы и утверждения способствующие принятию решения Теперь вы понимаете, что означает "завершение продажи", и знаете, что оно не должно быть слишком сложным Более того, завершение продажи может оказаться даже проще, чем я показал на примере шести историй Вот несколько простых вопросов и утверждений, которые помогут вам завершить продажу без пересказа всех имеющихся в вашем арсенале историй ??????? ?????? ?????????? Чтобы использовать этот метод, следует сначала определить потребности клиента, которые вы можете удовлетворить, а потом задавать вопрос Вы сказали, что приступаете к новой работе 21-го Когда вам удобнее забрать костюм — 15-го или 18-го9 А вот пример устного утверждения, ведущего к завершению Джон, Мэри' Я очень рад помочь вам совершить главный шаг к финансовой независимости С вашего позволения, сделаем это не откладывая
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Если вы уверены, что все в порядке и все карты раскрыты, смело идите вперед и просите клиента сделать заказ. Прекратите уговоры. Одна из самых больших ошибок, допускаемых новичками, заключается в том, что они не всегда могут определить момент, когда можно переходить к решающему этапу. Неопытные продавцы часто норовят взять клиента измором. Они продолжают беседу, снова и снова показывая товар, или даже меняют тему разговора, лишь бы продлить встречу с клиентом, думая, очевидно, что если им удастся добиться от клиента приглашения провести с ним ночь, значит, клиент влюблен настолько, что наутро не посмеет не купить предлагаемый товар. Если клиент не готов к заключению сделки, это не значит, что вас выставят за дверь. Скорее всего, он скажет что-либо, что даст вам возможность продолжить разговор с тем, чтобы предпринять еще одну попытку завершить сделку. В стандартной ситуации продажи у клиента есть как минимум пять возможностей увильнуть от принятия решения. Если вы, как продавец, знаете всего один-два способа завершения сделки, то ваш запас аргументов иссякнет раньше. ??????? ?????????? ?????????? 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Данный способ сделки эффективен в том случае, если вы используете бланки заказов. На встречу с клиентом берите с собой кожаную папку. В папке, прямо под обложкой, лежат бланки заказов. Это позволит вам действовать оперативно в подходящий момент. КЛИЕНТ: Это будет светлое дерево9 ПРОДАВЕЦ: Вам больше нравится светлая мебель? КЛИЕНТ: Да. По-моему, она лучше смотрится. ПРОДАВЕЦ: Позвольте, я запишу. И вы записываете пожелание клиента в бланк заказа. (Будьте, однако, осторожны. Есть люди, которые при виде заполняемого бланка приходят в ужас.) КЛИЕНТ: Что вы делаете? Я еще не дал своего согласия. ПРОДАВЕЦ: Мистер Палмер, я человек организованный и всегда делаю записи, чтобы ничего не забыть.
Если ваши товар или услуга позволяют, добавьте что-нибудь в том смысле, что невнимательность может дорого обойтись вам, а затем продолжите беседу. 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Каждую процедуру завершения начинайте вопросом, вызывающим автоматический ответ, — ответ, который не надо обдумывать. Вы должны завоевать право называть клиента просто по имени к тому моменту, когда дойдете до этапа, на котором нужно узнать кое-какие подробности для записи в бланк заказа. Если вы не уверены, что можете обращаться к клиенту просто по имени, значит, делать этого не следует. Помните: фамильярность недопустима. Никогда не называйте клиента по имени, пока не будете уверены, что он не против.
Если вы имеете дело с представителем компании, хорошим вопросом подобного рода может служить вопрос о полном названии и адресе его фирмы. Если вам вручат визитную карточку и позволят записать нужные данные — мои поздравления, вы достигли успеха. Для заметок обязательно используйте фирменный блокнот и собственные письменные принадлежности — и всегда позволяйте клиенту прервать ваши записи. Если вас прерывают, ничего страшного. Даже хорошо. Ваше стремление подробно все записать показывает клиенту, что вы профессионал, знающий свое дело. Заполняйте бланк по ходу дела. К концу встречи вы заполните его почти полностью. В большинстве случаев инерции, набранной во время заполнения бланка, достаточно для соглашения. Если клиент свыкся с видом заполняемого бланка, вы почти у цели. 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У многих продавцов трудности возникают из-за того, что они слишком поздно начинают записывать. Приступайте к записям еще на стадии подготовительных вопросов. Если вам удобнее пользоваться заранее составленным списком вопросов — на здоровье. Но не забудьте объяснить клиенту, что задаете вопросы исключительно для того, чтобы помочь принять ему правильное решение. ??????? ??????????? ???????? Бывают моменты, когда клиент прямо требует то, что ему нужно. Вы должны принять вызов, имея при этом в виду следующее. Если вы выполните требование, то вы выиграли, потому что продали товар, но выиграл и клиент, поскольку получил именно то, что хотел. Вот туг-то самое время перейти к решительным действиям. Иногда клиент сам задает вопрос, в котором предполагается, что он купит ваши товар или услугу. Что делать? В ответ также задайте вопрос, исходящий из предположения, что клиент уже является владельцем вашего товара. МИСТЕР Если я решу купить этот катер, сможете ли вы доставить его к празд-СТЮАРТ: нику Дня поминовения? ВЫ: Если я гарантирую доставку покупки ко Дню поминовения, то вы обещаете, что прекрасно проведете праздники на новом катере? Вот таким образом вы продолжаете вести вашего клиента, мистера Стюарта, к его цели — покупке катера. МИСТЕР Если я решу купить этот катер, его надо будет доставить к 15 мая. Вы СТЮАРТ: сможете это сделать? Обычный продавец непременно поддастся соблазну сказать "да", независимо от того, сможет ли он на самом деле организовать доставку в срок. А теперь посмотрите, как профессионал использует все возможности, которые открывает эта ситуация. ВЫ: Если я гарантирую доставку к 15 мая, вы готовы подписать все бумаги сегодня? И молча ожидайте ответа мистера Стюарта. Прежде чем перейти к решительным действиям, клиент должен высказать требование или пожелание, которое вы в состоянии выполнить. (В моих примерах это доставка, но тактику решительных действий можно применять и в ответ на другие требования.) В своих попытках обратить требования клиента в свою пользу никогда не забывайте о том, что метод решительных действий требует соблюдения двух фундаментальных условий. Вы должны знать, какие преимущества получит клиент в данном случае. Вы должны знать, когда сможете выполнить его требования.
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Имейте в виду, что метод решительных действии может вызвать у вас соблазн применить его прежде, чем вы накопите достаточно информации о клиенте или достигнете соответствующего уровня взаимопонимания. Не советую прибегать к этой тактике на начальной стадии процесса продажи. Не форсируйте события по принципу "всего сразу и побыстрее". Слишком поспешное применение этого метода может оскорбить клиента, поскольку некоторая фамильярность такого подхода может быть воспринята как агрессивность. Но если вы достаточно продвинулись в процессе переговоров с клиентом, переход к решительным действиям значительно сэкономит время на достижение соглашения. В следующем примере показано, как определить подходящий момент для перехода к наступательной тактике. КЛИЕНТ: Вы можете доставить красную? ВЫ: Если я достану, то мы можем подписать соглашение сегодня же9 КЛИЕНТ: Да. или Возможно, но мне нужны еще кое-какие сведения. Чтобы сказать Подпишем ли мы соглашение, если я смогу? , вы должны быть абсолютно уверены в своих возможностях относительно доставки товара Если вы пообещаете то, чего не сможете выполнить, — толку не будет Одна из причин того, что опытный продавец продает больше посредственного, состоит в том, что профессионал больше знает о своем товаре и о возможностях своей компании. Вопросы в подтверждение — это вопросы особого рода. Ответы на них свидетельствуют о том, что клиент достиг высокой степени интереса и желает продолжить диалог. Вы задаете вопрос в подтверждение, чтобы получить ответ, который даст вам возможность двигаться дальше Вот три варианта вопросов в подтверждение ?????????????? ?????? Этот прием состоит в том, что вы предлагаете клиенту выбрать один из двух вариантов ответа Любой из них способствует продаже Это гораздо лучше одного-единственного предложения, на которое можно просто ответить "нет" Имея альтернативу, клиент задается вопросом, какой из вариантов лучше, а это-то вам и надо. ВЫ: Мисс Холл, какая дата доставки вам удобнее — 8-го или 13-го9 МИСС ХОЛЛ. Товар должен быть у меня на складе к 10-му числу Что происходит? Вы можете доставить товар к этой дате, следовательно, клиент его приобретает. Твердо следуйте процедуре завершения — и все будет в порядке. Если мисс Холл не уверена, она тут же ответит возражением или попытается сменить тему разговора. Вот еще один пример вопроса с двумя вариантами ответа. ВЫ: Джим, вы будете один проходить обучение работе с этой системой или этим будет заниматься кто-то еще? Если Джим начнет перечислять, кто еще должен уметь работать на этом оборудовании, вы поймете, что он почти готов принять ваше предложение.
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Специалист в области продажи во время демонстрации продукта внимательно прислушивается ко всему, что позже можно использовать для проверки готовности к завершению методом преднамеренной ошибки. Это заведомо не соответствующее действительности утверждение, цель которого — узнать, насколько клиент готов к заключению сделки Если клиент не поправляет вас, значит, в процессе переговоров вы упустили какие-то признаки того, что он не заинтересован в вашем предложении. Если же клиент вас поправил — значит, его "покупательская температура" поднимается Как мы объясняли в начале этой главы, при проверке готовности к завершению главное — проверка покупательской температуры клиента, т е. готовности к сделке Например, вы пришли домой к клиенту с предложением бытовой техники. Во время демонстрации жена говорит мужу Дорогой, в июле приезжает моя мама Если мы решимся на покупку, то к маминому приезду она должна быть у нас Обычный продавец проигнорирует это замечание или расценит его как нежелательное вмешательство. Профессионал же услышит его и запомнит Позже он улыбнется хозяйке дома и скажет. ПРОДАВЕЦ: Я вижу, эта приставка вам понравилась. Кстати, ваша мама приезжает в августе? КЛИЕНТ: Нет, в июле. ПРОДАВЕЦ: Значит, начать поставку надо не позже первой недели июня? КЛИЕНТ: Да. ПРОДАВЕЦ: Я себе это отмечу. Метод преднамеренной ошибки можно использовать в отношении любой детали — размера, цвета, комплектности — главное, чтобы ваше утверждение не совпадало с тем, что вам говорил клиент. Вы проверяете, насколько ревностно относится клиент к тому, чтобы все было так, как он говорит Таким образом он демонстрирует готовность к покупке. Например, жена клиента говорит: ЖЕНА Мне кажется, было бы хорошо иметь дом с эркером с южной стоклиента: роны. Эти ее слова вы можете использовать для проверки с помощью преднамеренной ошибки. ПРОДАВЕЦ: Итак, вы говорили, что эркер должен быть с восточной стороны... ЖЕНА Ах, нет! Я бы хотела с южной. КЛИЕНТА: ПРОДАВЕЦ: Да, верно, извините. Я запишу. Запишите и эти сведения. Если вы допустили ошибку, и клиент вас поправил, то вряд ли он будет против того, чтобы вы записали поточнее. 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Цель этого приема состоит не в том, чтобы обмануть или обхитрить клиента. Этому я никогда не учил. Это лишь способ проверить, насколько клиент готов к завершению сделки. Если он вас не поправил — значит, не готов. Если вам неловко пользоваться этим методом — не пользуйтесь.
Дикобраз Я рассматривал эту тактику выше, в главе 2. Теперь я скажу вам, что метод дикобраза хорошо работает и при сборе информации. Кроме сбора информации, он с успехом используется как вопрос в подтверждение. Рассмотрим пример с продажей автомобилей. Молодая женщина проходит по стоянке, рассматривая машины с откидным верхом. Останавливается, указывает на одну из машин и говорит. КЛИЕНТ: Мне нравится эта машина. У вас есть такая же красного цвета? Посредственный продавец ответил бы следующим образом. ПРОДАВЕЦ Если у нас нет, я могу быстренько подыскать для вас Если продавец отвечает таким образом, то кому он пытается помочь — себе или клиенту? Такой ответ — откровенный нажим. Настоящая продажа — искусство расставлять силки с помощью вопросов В отличие от посредственного продавца, профессионал ответил бы так. ПРОДАВЕЦ: Вы хотели бы ярко-алую или цвета клюквы? или Красный — один из самых популярных цветов этой модели. Если я подберу для вас такую, вы готовы сразу же оформить покупку9 Что она ответит? Она уже сказала вам, что ее интересует машина с откидным верхом и что она должна быть красного цвета Скорее всего, она выберет тот или иной цвет, и вы можете записать это себе в блокнот Вы уже на шаг ближе к тому моменту, когда она поставит автограф в нужной графе и умчится в новеньком ярко-алом кабриолете, довольная удачной покупкой. Сочувствие - важный элемент завершения Сочувствие есть внутреннее сопереживание чувствам, мыслям и настроению другого. Именно поэтому оно играет первостепенную роль в профессии продавца. Сочувствие — это умение поставить себя на место клиента, знание и понимание его чувств Сочувствовать — значит точно представлять себе, как действовать в зависимости от полученной от клиента информации. Пока вы не научитесь сочувствовать клиенту, пока не овладеете искусством подводить клиента к благоприятному решению, которое мы называем завершением, вы не будете преуспевать в продаже. Клиент должен ощущать ваше стремление помочь ему решить его проблемы, а не просто сбыть товар Как профессиональный продавец, вы должны быть абсолютно уверены в том, что можете удовлетворить клиента. Вы должны видеть преимущества, особенности и недостатки своего товара или услуги глазами клиента; вам необходимо делать оценки по системе ценностей клиента, а не по своей собственной, вам надо понять, что важно для клиента Ваш клиент всегда должен быть в центре внимания. Если вы сосредоточены не на себе, а на клиенте, вам будет проще ответить в процессе продажи на главный вопрос: когда завершать продажу?
Когда клиент оказывается готов к заключению соглашения, в воздухе начинает ощущаться некоторая напряженность. Однако есть и некоторые явные признаки, которые нельзя упустить. Клиент с интересом участвовал в обсуждении продукта и вдруг стал рассеянным и задумчивым. Он занят окончательным анализом или обдумывает решение. Клиент становится все оживленнее. Ему не терпится заключить соглашение. Внезапно клиент начинает засыпать вас вопросами. Как и все прочие, он спрашивает о том, что его интересует. Еще не выбрав окончательно модель, клиент выясняет все подробности и условия покупки. Некоторые люди сразу начинают задавать вопросы о первом взносе, доставке и т.д. Они не боятся этого делать, поскольку понимают: вы не сможете продать им сразу все. Если клиенты задают такие вопросы к тому моменту, когда вы уже точно знаете, чего они хотят, то это добрый знак. После того как вы получили сигнал одобрения, приступайте к пробному завершению. Если вы полагаете, что клиент готов завершить сделку, воспользуйтесь пробными вопросами, чтобы выяснить, правильно ли вы восприняли его сигнал. С накоплением опыта вы лучше станете понимать язык жестов и другие признаки того, что клиент готов к завершению сделки. Это умение может быть и полезным, и вредным одновременно. Некоторые продавцы чересчур полагаются на положительные признаки и сокращают время, необходимое для других важных этапов, таких как оценка или демонстрация. Если вы поспешите и попытаетесь сократить процедуру продажи, то при неблагоприятном повороте событий вам очень трудно будет вернуться к началу и восполнить недостающие звенья. Пропущенные этапы обычно превращаются в проигранные партии. Независимо от того, насколько хорошо вы научились определять момент завершения продажи, с каждым клиентом вы должны работать по полной программе, чтобы не создать у него впечатления, будто вы хотите поскорее избавиться от него. Только пройдя последовательно все этапы продажи, можно приступать к завершению. Задавая вопрос, на который должен последовать ответ, подтверждающий желание клиента сделать покупку, вы можете услышать одно из двух. Клиент ответил "да" или иным образом подтвердил желание принять ваше предложение. Клиент высказал возражение или потребовал больше информации, чтобы принять более взвешенное решение. Если вы начнете говорить прежде, чем получите ответ, то утратите контроль над переговорами. И ничего не добьетесь. У вас не будет ни подтверждения согласия на сделку, ни возражения; ваша попытка завершить продажу провалилась. Вы задали вопрос: Какого числа лучше организовать доставку — 15-го или 30-го? Пауза: клиент обдумывает, когда ему удобнее получить покупку. Молчание пугает вас. Вы думаете: Наверное, он считает, что ему это ни к чему. После этого вы начинаете паниковать и произносите. Ну что ж, я готов сделать скидку в размере 5%, хотя клиента в данный момент занимает вовсе не сумма. Поэтому, задав вопрос в завершение, всегда дождитесь ответа. Не спешите говорить, помолчите! Если вы несдержаны на язык — самое время прикусить его.
Когда мне пришлось впервые оказаться в ситуации, где требовалось выдержать паузу, я знал, что моя клиентка некоторое время будет молчать Но я не мог предвидеть, что это будет так болезненно для меня Я сидел, а внутри у меня все бурлило Я незаметно кусал губы, ощущая каждый свой нерв Наконец, она посмотрела мне прямо в глаза и сказала "да" Впоследствии у меня уже не было особых проблем с паузой после решающего вопроса
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IV ???????????? ??????? 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Вы помните этого типа, который пришел на собеседование в джинсах? Я думаю, мы ему откажем — он совершенно не понимает, что такое деловой стиль В этой части... Если ваша цель — организация долговременного бизнеса или достижение высокого положения, то эта часть особенно важна для вас Речь здесь пойдет о развитии не только бизнеса, но и личных отношении
????? 13 Ваши нынешние клиенты - лучшая реклама В этой главе... > Как узнать клиента, который пришел по рекомендации > Как найти клиента по рекомендации > Поиск клиента по рекомендации — семь проверенных способов > Как выбрать время и место для встречи с клиентом по рекомендации В этой главе речь пойдет об особой категории клиентов — о тех, которые обратились к вам только потому, что кто-то из их знакомых посоветовал им сделать это Другими словами, кто-то из их знакомых, будучи вашим клиентом, настолько доволен сотрудничеством с вами, что создает вам бесплатную рекламу, рассказывая о своем удачном опыте родным и друзьям Клиентов, которые пришли к вам по чьей-то рекомендации, мы будем называть для краткости просто клиентами по рекомендации. Для многих опытных продавцов клиенты по рекомендации — основной источник расширения бизнеса. Клиенты, обратившиеся к вам по рекомендации других клиентов, как правило, более сговорчивы, чем те, которых вы нашли сами Почему? Потому что они заранее настроены на покупку ваших товаров, услуг или идей — по той причине, что это порекомендовал им некто, кого они знают и кому доверяют. Исследования показывают, что "предварительно обработанные" клиенты совершают покупку в 60% случаев Сравните эту цифру с 10% в случае с неподготовленными клиентами, и вам станет понятно, насколько больше приходится работать с людьми, которых вы находите сами Все продавцы единодушны во мнении, что клиентов по рекомендации убеждать легче Однако некоторые полагают, что невозможно придать направленный характер распространению рекомендаций, поэтому не придают этой работе особого значения. Такие продавцы придерживаются мнения, что успех с клиентом по рекомендации — дело случая сегодня получилось, завтра нет. Даже мысли такой не допускайте' Профессиональные продавцы плодотворно работают с клиентами по рекомендации; настолько плодотворно, что ежедневно разбивают эту теорию в пух и прах. Собственно говоря, вся эта глава посвящена как раз эффективным методам работы с клиентами по рекомендации Она поможет вам значительно увеличить число продаж за счет именно таких клиентов Система, к изучению которой вы приступаете, не гарантирует 100%-ного эффекта Но даже если она срабатывает только в 50% случаев, это беспроигрышные ситуации, потому что вы имеете дело с клиентами, которые сами искали встречи с вами и вашими предложениями.
Подобно остальным методам продажи, данный метод — не единственный фактор привлечения клиентов по рекомендации Продавец должен проявить к такому клиенту те же внимание, отзывчивость, уважение, что и к обычному клиенту "с улицы", и обеспечить столь же высокое качество демонстрации Помните клиент по рекомендации готов к покупке лишь отчасти Но он дает вам больше возможностей убедить его в преимуществах вашего товара Если вы будете действовать успешно, к вам будут приходить все новые и новые клиенты по рекомендации Вы сами не заметите, как создадите бесконечную цепочку счастливых клиентов, готовых рекламировать ваш бизнес. Клиентам нравится осознавать свою причастность к вашему успеху, и нет ничего плохого, если вы будете поощрять их непрестанное участие и интерес к вашей карьере Откуда, когда и как возникают клиенты по рекомендации Если подготовленные клиенты по рекомендации гарантируют вам 60% успеха, то вы просто не можете не задаться вопросом, как распознать и не упустить такую удачу Однако как быть, если в вашей ситуации вам не нужны клиенты по рекомендации9 Все равно не упускайте возможности заполучить их Клиенты по рекомендации помогают вам поддерживать хорошие отношения с коллегами' вы сможете переадресовать им "своих" клиентов. Так или иначе, клиенты по рекомендации играют ключевую роль в успешной продаже, выступая в роли наиболее вероятных покупателей или помогая вам улучшать отношения с другими продавцами Даже удивительно, что столько людей на каждом шагу столь охотно участвуют в создании целого круга клиентов по рекомендации, не замечая открывающихся при этом возможностей Откуда брать клиентов по рекомендации? Клиентов по рекомендации можно сравнить с мухами Они непрерывно жужжат вокруг, но вы не замечаете их, пока они не окажутся в вашем супе Ключ к успеху при охоте на таких клиентов — стать чем-то вроде липучки, притягивающей всех, кто пролетает мимо ????? ? ?????? Пожалуй, легче всего находить клиентов по рекомендации в собственной семье и среди друзей Если вы полагаете, что не следует злоупотреблять терпением близких, то вам лучше еще раз подумать о том, что же вы продаете Ведь если вы уверены в качестве своего товара, то почему бы не порадовать им своих близких9 Если же вы смотрите на свой товар как на бесполезный, то, расхваливая его, вы просто обманываете клиентов ????? ????????????????? Если вы —дистрибьютор (т е занимаетесь распространением продукции какой-либо фирмы), то можете рекламировать свой товар на бизнес-конференциях, в клубах и профессиональных организациях — это один из способов увеличить число клиентов по рекомендации Но это не должны быть официальные мероприятия, и вы не должны выступать с официальным докладом о распространяемом продукте Достаточно лишь мимоходом упомянуть о своей работе или рассказать пару занимательных исто- 1А7
рий, которые произошли с вами за последнюю неделю, когда вы продавали то-то и то-то. Если это интересно вам, интересно и остальным. Людей привлекает оживленная беседа и веселый собеседник — так что будьте душой общества. Довольные клиенты Делайте все, чтобы ваши товар и услуги были безупречны, ибо плохие новости распространяются быстрее, чем пожар в засуху. Как говорится, хорошая слава лежит, а дурная — бежит. Достаточно одного промаха, даже небольшого, — и вы уже стараетесь не показываться там, где прежде с удовольствием встречались со своими клиентами и их знакомыми. Если же дурная слава начнет обгонять вас, вам вообще придется избегать старых клиентов. 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Довольный клиент расскажет об опыте общения с вами по меньшей мере троим знакомым. Недовольный — минимум одиннадцати. Плохие новости вызывают значительно больше сочувствия, чем хорошие. Не раздувайте пламя недовольства. Не обещайте звезд с неба с доставкой через два дня, если только не можете, как гоголевский Вакула, оседлать черта и отправиться за ними. Слишком легко увлечься и наобещать клиенту всего, чего его душа желает, заведомо зная, что это пустые слова. В перспективе вы таким образом не только теряете клиента, разочарованного невыполнением обещаний, но и вообще можете распроститься с возможностями, которые предоставляет работа с клиентами по рекомендации. 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Если клиент уходит от вас с покупкой, но не пообещав при этом прислать своих знакомых, значит, вы не довели дело до конца. Это все равно, что остаться без десерта после великолепного обеда. Конечно, новых клиентов можно заполучить позже, во время обслуживания другого клиента, но помните: каждый покупатель, который не привел к вам новых покупателей, — потеря и для вас, и для них. ?????? ???????? ? ????? ??????? Бессмысленно и глупо считать других продавцов в вашей или смежных отраслях врагами. Хотите верьте, хотите нет, гораздо выгоднее относиться к ним как к источнику клиентов по рекомендации. 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Если в основе ваших отношений с другими продавцами лежит взаимное уважение, то ваши коллеги будут поставлять вам новых клиентов. Возможно, их компания меньше вашей и недостаточно хорошо оснащена, чтобы обслуживать клиентов достаточно высокого уровня. Отлично! Они направляют Большого Клиента к вам. А может быть, клиенту нужен такой вид товара, которого нет у вашего конкурента. И что же? Еще один перспективный клиент отправляется прямиком в вашу сторону. Конечно, это не более чем обычная вежливость и ответная любезность. Для продавцов машин и страховых агентов, например, обычное дело рекомендовать клиенту своего коллегу, который может предложить более широкий выбор или удовлетворить специфические требования клиента. Эти продавцы проявляют себя как профессионалы, принимающие запросы клиента близко к сердцу и знающие, что окажут ему плохую услугу некачественным обслуживанием. Кроме того, они уверены, что будут вознаграждены, если в нужный момент переадресуют клиента коллеге.
????????? ??????????? ? ??????????? ?? ????????? ???????????? Это огромные резервы клиентуры по рекомендации, особенно если вы профессионал в области рекламы товара или обучения работы с вашим товаром. Появляясь перед публикой, в глазах окружающих вы автоматически становитесь специалистом в своей области. Чтобы подтвердить свою репутацию, вам надо как следует подготовиться и хорошо провести свое выступление. А теперь представьте себе, что вы имели огромный успех у аудитории из 50 или более потенциальных клиентов. Неплохо, а? Однако обращаться к этой стратегии рекомендую только тем, кто умеет эффективно ее применять. Слишком многих после первого успеха посещает звездная болезнь, и они забывают, что пришли сюда работать, а не пытаться затмить славу всех звезд эстрады одновременно. 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® Однажды мне довелось присутствовать на конференции, ведущий которой ^ ^ раздал слушателям карточки, на которых попросил написать свои имена и имена своих знакомых, которым было бы интересно посетить подобную конференцию. Председательствующий предложил нам заполнить как можно больше карточек, которые мы потом бросили в специальный ящик Каждый день один из сотрудников, обслуживающих конференцию, наугад вынимал из ящика карточку. Составивший ее получал приз: освобождение от занятий в выходные, бесплатное посещение семинаров высшего уровня, аудио- и видеокассеты или книги, продававшиеся на конференции. В конце этой конференции председательствующий сообщил дату проведения следующей. Отличная система! Когда заниматься поиском клиентов по рекомендации Как когда? Вы ищете их, когда просите покупателя сообщить о вас своим знакомым Вы не поверите, но очень многие продавцы стесняются просить клиентов порекомендовать их своим знакомым Тем самым они опускают ту часть процесса продажи, которая связана с поиском таких клиентов. В результате они сами и их компания теряют хорошие деньги А есть еще и такие, которые пытаются заполучить клиента по рекомендации с помощью вопроса: "Не могли бы вы назвать кого-нибудь, кто интересовался бы?. " Естественно, что клиенту трудно сразу сообразить, кому из их многочисленных знакомых пригодился бы предлагаемый товар И продавец приходит к выводу, что нет никакого смысла спрашивать о клиентах по рекомендации В действительности дело не в том, что продавцы не умеют находить клиентов по рекомендации. Дело в том, что их вообще невозможно найти такими способами. Вместо того чтобы проанализировать свои методы и придумать что-нибудь новое, такие продавцы вообще перестают интересоваться клиентами по рекомендации. Итак, не откладывая в долгий ящик: когда же надо искать клиентов по рекомендации? При любом удобном случае. Завязав с кем-либо беседу, старайтесь перейти на такую тему, которая позволит вам выудить из собеседника имена потенциальных клиентов. Всегда внимательно слушайте — и не только о том, что нужно данному клиенту, но и о том, что требуется тем клиентам, которых порекомендует ваш собеседник Вполне возможно, у вас есть то, в чем они нуждаются.
Клиентов по рекомендации можно искать в любое время, однако существует момент, когда ваши шансы найти такого клиента особенно велики. Это тот самый момент, когда вы успешно завершили продажу и клиент доволен новой покупкой. В эту минуту он, как правило, с радостью рекомендует вам новых клиентов — людей, которым нужно то, что у него уже есть. Сразу после продажи наступает момент, когда энтузиазм велик, а сопротивление слабо 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Нельзя, однако, спрашивать напрямик: Не знаете ли вы еще кого-нибудь, кому нужно то-то и то-то? Если вы поставите вопрос таким образом, клиент, скорее всего, не сможет назвать ни одного имени. Он еще переживает покупку. Вам надо подвести его к тому, чтобы он смог порекомендовать хороших клиентов Поиск клиентов по рекомендации в семь этапов Этот довольно простой способ принесет вам такой успех, что вы и не заметите, как его применение войдет у вас в привычку. Для начала ответьте на вопрос: сколько новых клиентов по рекомендации вы хотите получать от каждой встречи? Начните с одного; постепенно повышайте свое мастерство и добейтесь таких результатов, чтобы иметь минимум трех новых клиентов в результате каждой сделки 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Примите на вооружение предлагаемый способ поиска клиентов по рекомендации Чем лучше вы будете знать эти семь этапов, тем более успешно сможете разрабатывать ресурсы клиентов по рекомендации, скрытые в вашей повседневной клиентуре 1. Четко обозначьте для клиента круг его знакомых, которые могут стать вашими клиентами по рекомендации. 2. Запишите их имена на отдельные карточки. 3. Расспросите о клиентах по рекомендации, чтобы оценить их возможности. 4. Узнайте у клиента их адреса. 5. Найдите адреса возможных клиентов в телефонной книге (если ваш клиент их не знает). 6. Попросите своего клиента позвонить и организовать встречу с клиентами по рекомендации. 7. Спросите у своего покупателя, можете ли вы упоминать его имя в разговоре с клиентами, которых он рекомендовал (если клиент выказывает беспокойство или не хочет им звонить). Я подробно рассмотрю каждый этап и разъясню эту систему работы с клиентами с тем, чтобы вы могли внедрить ее в свой метод успешных продаж. Этап 1. Выделите круг лиц Когда вы просите порекомендовать вам клиента, вы должны заставить собеседника сосредоточиться на определенной группе лиц Однако клиенту трудно сконцентрировать внимание на конкретных лицах, когда мысли разбегаются от впечатлений, вызванных новой покупкой. А это значит, что ваша задача — заставить его вновь сосредоточиться. Вот один из способов переключить внимание клиента в одной из типичных ситуаций.
ПРОДАВЕЦ: Итак, Билл, я вас поздравляю, замечательная машина! БИЛЛ: О, да, машина прекрасная! Жду не дождусь, когда сяду за руль! ПРОДАВЕЦ: С вами было нелегко торговаться, Билл. Знали бы вы, чего мне стоит столь значительная скидка! БИЛЛ- Да и я не думал, что смогу позволить себе такую машину ПРОДАВЕЦ: И куда же вы поедете на своей новой машине в первую очередь, если не секрет? БИЛЛ. Ну, покатаюсь по городу. На работу буду ездить, конечно. Кроме того, вечерами по четвергам я играю в бейсбол в городской лиге. Так что и туда поеду, конечно, на новой машине ПРОДАВЕЦ: Да, хотелось бы мне это видеть лица ваших коллег и товарищей по команде А что, Билл, среди ваших сотрудников или друзей по бейсболу никто не подумывает о новой машине? Вот это я и имею в виду, когда советую обратиться к своему клиенту с просьбой порекомендовать еще кого-нибудь в качестве клиента. Упоминая работу и бейсбол, клиент фокусирует свое внимание на людях из самого близкого окружения, с которыми будет общаться уже в ближайшие дни... А ведь он всего-навсего выражает восхищение новой машиной. ???? 2. ??????????? ????? ?? ???????? Как только Билл вспомнит нескольких человек с работы или из команды, которые собираются приобрести новую машину, возьмите заранее заготовленные карточки и запишите имена этих людей. Не забудьте спросить Билла, как правильно пишутся фамилии. Держите карточки наготове, чтобы успеть записать то, что сообщит вам Билл Эти заметки понадобятся вам для оценки клиентов по рекомендации ???? 3. ????????? ???????, ??????? ??????? ??????? ????????????? ???????? Расспрашивая Билла о его знакомых, записывайте все, что представляется вам существенным. Вот некоторые сведения, которые пригодятся вам, когда вы будете звонить клиенту по рекомендации На автомобиле какой марки он ездит сейчас? Кто чаще всего сидит за рулем9 Большая ли у него семья? (Вам надо знать, насколько вместительная машина может потребоваться) Как он отреагировал на то, что Билл покупает новую машину? Располагая этими сведениями, вы сможете легко завязать разговор с новым клиентом ???? 4. ??????????? ?????? ? ?????? ????????? Этот шаг потруднее, так как ваш клиент может не знать, где проживают его коллеги по работе или партнеры по клубу Но пусть это вас не останавливает. Не ограничивайтесь фамилиями и именами. В телефонном справочнике, куда вы заглянете позже, может оказаться несколько человек с одним и тем же именем. Вам важно знать, как связаться именно с тем человеком, которого рекомендует ваш клиент.
???? 5. ???? ????? ??????????, ??????? ??? ? ?????????? ??????????? Если ваш нынешний клиент готов сообщить адрес кого-то из своих знакомых, но не может его вспомнить, возьмите телефонный справочник и вежливо попросите клиента помочь вам найти адрес в телефонной книге. Это можно сделать очень естественно — примерно так, как в следующем примере. ПРОДАВЕЦ: Что-то меня, Билл, жажда замучила. Что будете пить — чай или кофе? БИЛЛ: Мне бы кока-колы. ПРОДАВЕЦ: Пока я сбегаю за колой, может быть, вы посмотрите адреса в телефонном справочнике, чтобы мы покончили с этим9 Задавайте последний вопрос после того, как вручите клиенту телефонный справочник, а затем отправляйтесь за кока-колой. В этот момент вы получили все, что хотели; осталось только решить вопрос организации встречи с клиентами по рекомендации ???? 6. ????????? ?????? ??????? ????????? ? ????????? ??????? В этом месте мы, так сказать, отделяем зерна от плевел Именно на этом этапе спотыкается большинство новичков Точнее, они даже не пытаются сделать шаг в этом направлении. Главное — понять, что эта просьба является лишь подготовкой декораций для этапа 7. Мало кому захочется звонить и устраивать встречи для вас Однако происходит вот что. Клиента настолько ободряет переход к этапу 7, что он соглашается на этап 6. Если бы вы сразу перешли от этапа 5 к этапу 7, ответ, возможно, был бы иным. Эта часть — предмет моей особой гордости. Вот как она работает ПРОДАВЕЦ- Большое спасибо за клиентов, Билл Знаете, мне даже обидно, что я не смогу быть рядом с вами в тот момент, когда вы покажетесь друзьям в новой машине' Может быть, вы позвоните Джиму и поделитесь с ним хорошей новостью9 А после мы сможем заняться организацией моей встречи с ним Если ваш клиент охотно соглашается — прекрасно, набирайте номер Если же он колеблется и выказывает замешательство, немедленно прекращайте давление ???? 7. ???? ?????? ??????????, ????????, ?????? ?? ?? ????????? ?? ???? ??? ?????? ? ??? ????????? Возможно, ваш покупатель недостаточно близко знаком с человеком, которого рекомендует, или просто стесняется звонить В этом случае дайте ему понять, что понимаете его, и попросите еще об одном одолжении ссылаться на его имя при встречах с рекомендованными клиентами Большинство покупателей с облегчением хватаются за возможность отказаться от звонка по телефону и радостно соглашаются на второе предложение. организация встреч склиентами по рекомендации Организация встреч с клиентами по рекомендации более подробно рассматривается в главе 14. Пока же мы обсудим несколько способов, с помощью которых можно убедить ваших клиентов организовать встречу со своими знакомыми — потенциальными клиентами.
Один из методов состоит в том, чтобы уговорить клиента позвонить знакомым сразу после продажи, пока у вас обоих хорошее настроение по поводу удачной сделки. Такая стратегия носит неофициальное название "брать тепленьким"; и это, конечно, идеальный вариант. Однако, если ваш клиент торопится или вы чувствуете, что ему не очень нравится идея устраивать ваши деловые свидания, сразу же переходите к следующему шагу Попросите у клиента разрешения упомянуть его имя при организации встречи Если вы звоните незнакомому человеку, с которым у вас есть общий друг или знакомый (и уважаемый) бизнесмен, то у вас уже есть тема для разговора. Кроме того, у вас есть преимущество, вы обладаете некоторой полезной для дела информацией; эта информация может пригодиться для организации встречи. Следующий разговор с клиентом по рекомендации легко мог возникнуть в ситуации с Биллом — покупателем автомобиля. ПРОДАВЕЦ' Здравствуйте, Том, меня зовут Аллен; я работаю в В & В Motors Так случилось, что я помог Биллу Робинсону купить машину его мечты — новую 300Z Я пообещал ему, что позвоню вам и расскажу о новых моделях Nissan, поступивших к нам на этой неделе Билл купил прекрасную машину; он говорил, что вы тоже подумываете о новом автомобиле Скажите, Том, какие у вас требования к новой машине9 ТОМ Ну, я, пожалуй, еще не готов к покупке Пока так, присматриваюсь . ПРОДАВЕЦ И что вам больше всего понравилось из того, что вы уже видели? ТОМ" Знаете, то, что мне нравится, я вряд ли смогу себе позволить ПРОДАВЕЦ Очень хорошо понимаю Билл говорил то же самое Именно поэтому он попросил меня позвонить вам и рассказать о новинках, которые как раз рекламируются Знаете, вы ведь живете недалеко от нашего агентства Сегодня вечером я как раз собираюсь задержаться на работе, так что около шести меня можно будет застать Я знаю, вам, как и Биллу, нравятся скоростные спортивные машины. Правильно9 ТОМ Да Но те, что я видел до сих пор, слишком дороги. Пока, видимо, придется подождать ПРОДАВЕЦ Знаете, что я вам скажу Загляните-ка ко мне после работы. Посидим, поговорим Благодаря успешной торговле у нас появилась возможность угощать бесплатным ужином перспективных клиентов, так что не тратьте время на еду Поужинаем здесь, заодно все обсудим В 6 часов вас устроит9 Или лучше в 6'309 ТОМ. Лучше в 6 00. ПРОДАВЕЦ Прекрасно, до встречи Подойдете к дежурному и спросите Аллена Брайса Этот продавец не только сделал предварительную оценку предполагаемого клиента на основе данных своей карточки Он продолжил оценку, задавая дополнительные вопросы. И, вероятнее всего, этот продавец добился встречи, поскольку Том знал, что у Билла была примерно такая же машина и, вероятно, те же финансовые затруднения. Но этот продавец помог Биллу купить машину его мечты. А поскольку он помог другу Тома Биллу, то у Тома возникает мысль, что и его случай не безнадежен. Как вы думаете, каковы были бы шансы этого продавца добиться встречи, если бы он просто позвонил сам? Вы правы, близкими к "абсолютному нулю".
Всегда ли вам удастся добиться встречи с клиентом по рекомендации? Конечно же, нет. Точно так же, как не всегда вам удастся продать Тем не менее вы всегда должны пытаться заполучить клиентов по рекомендации, даже если сделка с первым клиентом не состоялась Возможно, этот человек еще не готов воспользоваться вашими услугами, но у него на примете есть те, кто уже созрел для ваших предложений Вы можете часто встречаться с теми, кто рекомендует вас своим друзьям, но это не значит, что те так же легко пойдут на встречу с вами Люди, которым порекомендовали обратиться к вам, ничем с вами не связаны Вам надо завязать с ними отношения Ваши лицо и имя должны все время быть перед ними В главе 14 я расскажу о том, насколько тесно успешный поиск клиентов по рекомендации и организация встреч с ними связаны с применением тщательно продуманных, творческих методов установления и поддержания новых контактов
????? 14 Поддержание отношений В этой главе... > Списки, списки и еще раз списки — в них все, что вам надо знать о поддержании отношений > Список случаев, когда вам очень, очень нужно поддерживать отношения > Список испытанных методов поддержания отношений > Список заранее составленных, не защищенных авторским правом благодарствен ных записок > Список способов, гарантирующих более продуктивное поддержание отношений
Что делать после того, как у вас начали появляться клиенты по рекомендации и сформировалась основа постоянной клиентуры? Надо приложить все силы, чтобы встретиться с клиентами, которым, как вы узнали, нужен ваш товар. Это делается с помощью эффективного поддержания отношений с новыми клиентами. Даже если клиент, которому вас порекомендовали, заинтересован в вашем товаре, все равно придется потратить время и силы, чтобы добиться встречи и продать свой товар. И, несмотря на это, вы в выигрыше. Исследования показывают, что опытный продавец тратит на работу с подготовленным клиентом, который пришел по рекомендации, вдвое меньше времени, чем на работу с совершенно новым покупателем. При этом и коэффициент состоявшихся сделок в первом случае намного выше. 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Но и это не все. Работа с клиентами по рекомендации — лишь одна из составляющих системы поддержания отношений. Практика продуманного и постоянного поддержания отношений — один из самых главных факторов успеха в деле продажи. Вот почему в ваших интересах разработать организованный, систематизированный подход к этому вопросу с учетом личных творческих наклонностей. Чего ждет от вас клиент в плане поддержания отношений Сегодня на рынке профессиональных продавцов все чаще практикуют агрессивные, нестандартные методы поддержания отношений, еще несколько лет назад казавшиеся необязательными в своих крайних проявлениях. Следовательно, стиль продажи зависит не только от вас, но и от того, что диктует рынок. Если вы хотите конкурировать с акулами бизнеса, поддержание отношений должно стать составной частые вашей ежедневной работы.
Существует несколько видов поддержания отношений. Вам следует различать их, чтобы выработать стиль работы с каждым отдельным клиентом и определить количество времени, которое вы будете уделять поддержанию отношений в том или ином случае Безусловно, профессионалы не позволяют клиентам исчезнуть бесследно ведь даже кратковременный контакт или незначительная сделка могут повлечь за собой множество новых контактов Как профессионал, вы должны держать в поле зрения следующие основные категории контактов с клиентами 1 Поддержание отношений с клиентами по рекомендации 2 Поддержание отношений в виде обслуживания клиентов, с которыми уже заключены сделки С этими клиентами вы должны поддерживать связь в рамках гарантийного и послегарантийного обслуживания Это обслуживание — ваша благодарность за их верность вам, вашей компании и вашему продукту 3 Поддержание отношений с целью информирования клиента о новых и усовершенствованных видах товара и для напоминания о том, что пора подумать об обновлении товара или услуг, о чем вы говорили ему несколько месяцев или даже лет тому назад 4 Поддержание отношений с целью добраться до "трудных" клиентов, с которыми приходится устраивать несколько встреч, прежде чем удастся завершить сделку 5 Поддержание отношений с целью выражения благодарности тем людям, которые связаны с вами общим делом и способствуют вашей карьере Эти пять категорий — основа бизнеса Работа во всех этих направлениях — залог вашего будущего Десять требований клиента с которыми нельзя не считаться Чтобы освоить эффективные методы поддержания отношений, продавец-новичок должен знать, чего клиент ожидает от обслуживания и вашего внимания Только научившись понимать потребности клиентов, вы сможете обслуживать их наилучшим образом Вот список того, что требуется клиенту после завершения сделки (в порядке уменьшения значимости для клиента) Итак, клиенту нужно следующее 1 Чтобы продавец позвонил — ведь он обещал. 2 Иметь номера телефонов и знать, когда по ним лучше звонить, чтобы связаться с продавцом или отделом обслуживания. 3. Иметь возможность обратиться к кому-нибудь из начальства 4. Знать, что конкретный продавец (и компания, от лица которой он выступал) ценит дело, которым занимается клиент. 5. Тратить как можно меньше времени на ожидание разговора с нужным человеком. 6. Получать информацию о возможности снижения расходов и повышении производительности.
7. Оперативно получать информацию о возможных затруднениях и о лучших способах их преодоления 8. Получать благодарность за свои сообщения о проблемах и извинения за ошибки продающей стороны 9. Чтобы с ним обходились вежливо и внимательно. 10. Получать объективную информацию, касающуюся вопросов доставки и устранения возможных проблем Сделав поддержание отношений и обслуживание частью своей ежедневной работы, вы сможете удовлетворить все желания клиентов и опередить конкурентов, не уделяющих столько внимания отношениям с покупателями Если вам удастся превосходно организовать долговременную и надежную связь со своими клиентами, наградой вам будет увеличение количества нуждающихся в вашем товаре или услуге. Четыре эффективных способа поддержания отношения Вы уже знаете о необходимости поддержания отношений до и после продажи. Теперь сделаем еще шаг Определим, какие способы поддержания отношений являются самыми действенными и когда их лучше всего применять Некоторые из методов поддержания отношений, представленные в этом разделе, довольно просты, однако позволяют находиться в постоянном контакте с клиентами. Чтобы дать толчок вашему воображению, я решил показать некоторые нетрадиционные методы поддержания отношений, которые применимы практически к любому товару. Если вы хотите, чтобы клиент запомнил вас и ваш товар, вы должны подарить ему незабываемые переживания. Если вы воспринимаете поддержание отношений как утомительное, скучное занятие, то и ваш клиент несомненно будет чувствовать то же самое: скуку и раздражение от вашей назойливости. 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Ваша задача — вызывать у клиентов (и кандидатов в клиенты) потребность в общении с вами. И поверьте: чем больше энтузиазма и находчивости вы будете вкладывать в свои программы поддержки отношений, тем сильнее будет у клиентов потребность в вас. Поэтому делайте все для того, чтобы ваши методы поддержания отношений — и сведения, получаемые с их помощью, — работали на клиента и были запоминающимися. Поддержание отношений по телефону Поддержание отношений по телефону, пожалуй, самый распространенный и дешевый способ, но, в то же время, и самый трудный — в плане создания у клиента незабываемого впечатления. Почему9 Достаточно предстанить себе, сколько у него возможностей от вас отделаться Потенциальный клиент может избегать ваших звонков, отгораживаясь от вашей назойливости барьером из автоответчиков и секретарей Если так и происходит, подойдите к задаче творчески и возбудите в клиенте любопытство, достаточное для того, чтобы ему захотелось с вами поговорить. Впрочем, большинство людей попросту настолько заняты, что ваше предложение оказывается не самым значительным — для них, конечно, а не для вас Дозвониться до человека, принимающего решения, — дело нелегкое, если вы не подойдете к нему творчески Например, д-ж того чтобы добраться до некой важной 11S7
персоны, вам приходится обращаться к секретарю компании, личному секретарю, а порой и к партнеру по бизнесу В конце концов вам удается связаться с нужным лицом. И что же? Вполне вероятно, что в конце этого тернистого пути вы с разочарованием узнаете, что все ваши мучения оказались напрасными автоответчик бесстрастно попросит оставить сообщение или передать его на пейджер' Если у вас нет оригинального, соблазнительного сообщения, то можно даже не пытаться рассчитать вероятность того, что столь занятой клиент выберет из десятков других поступивших за день сообщений именно ваше и позвонит вам Чтобы сделать свой звонок запоминающимся, приготовьте сообщение, которое привлечет внимание и вызовет любопытство Руководители, занимающие высокие посты, всегда озабочены повышением доходов и производительности, а также упрочением своих позиций на рынке. Если вы уверены, что ваши товар или услуга помогут им в этом, намекните об этом в сообщении, и у вас будет больше шансов получить ответный звонок Вот такое, например, сообщение поможет вам миновать промежуточные инстанции и связаться непосредственно с ответственным руководителем Сожалею, что не застал вас, но у меня есть предложение, связанное с повышением качества продукции при одновременном снижении расходов компании на оплату труда и инвентаризацию Более подробно об этом рассказывается в информационном буклете, который вы получите 22 мая Меня зовут Эрик Пост Я предполагаю перезвонить вам через пару дней после отправки буклета, чтобы обсудить возможности, которые открывают перед вашей компанией наши предложения Если вам нужна срочная информация, позвоните мне завтра утром до II. 00 утра по номеру 555-000 Это небольшое телефонное сообщение решает сразу три задачи 1. Оно привлекает внимание клиента возможностью сделать работу более эффективной А вы заметили, что косвенным образом сообщение обращается к самолюбию потенциального клиента9 Если нет, перейдите к п 2. 2. В сообщении указывается на возможную выгоду как для компании, так и для отдельного лица. Это хороший способ заинтересовать клиента Не имеет значения, когда вы говорите это — во время разговора один на один или в ходе демонстрации продукта перед широкой аудиторией Заденьте самолюбие того, кто принимает решение, намекните ему, что благодаря вашему предложению он сможет войти в корпоративную элиту. Благодаря этому ваше предложение станет более заманчивым 3. Клиенту предлагается конкретное время для звонка, если он хочет узнать побольше. Благодаря конкретности вы имеете возможность планировать время, которое надо провести в офисе в ожидании ответных звонков Такой способ позволяет избежать бесконечного просиживания у телефона в ожидании звонка от клиента, с которым вам нужно связаться Если клиент слишком занят (или его не удалось как следует заинтересовать) и не позвонил в условленное время, то у вас, по крайней мере, остается еще почта. А теперь угадайте, что последует за почтовым посланием9 Угадали, еще один телефонный звонок
Поддержание отношений с помощью почты Это еще один распространенный метод поддержания отношений, но ваши почтовые послания ни в коем случае не должны быть безликими Как и в случае контакта по телефону, послание должно быть максимально ориентировано на личность клиента. Тогда клиент (или тот, кто может им стать) запомнит ваше сообщение. Например, почтовое послание можно дополнить поощрительным призом. Поощрительный приз — это выгодное для клиента предложение, которым он сможет воспользоваться, если откликнется на ваше послание. В качестве поощрительного приза может выступать купон, гарантирующий скидку на предлагаемый продукт или обслуживание. Если вы применяете такую форму поддержания отношений, сообщите также клиенту, что позвоните ему через несколько дней с целью обсуждения возможностей сотрудничества. Ваше замечание о предстоящем звонке открывает еще одну возможность контакта и эффективного поддержания отношений Это ситуация, в которой выигрывают обе стороны. Клиент почувствовал, что его ценят, вы же можете рассчитывать на теплый прием, когда встретитесь с ним в надежде завязать или продлить отношения 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Еще одна возможность дать знать о себе клиенту — отправить почтой материалы категории к вашему сведению (КВС) с объяснением того, какую пользу клиент может из них извлечь Такие материалы могут не иметь ничего общего с тем, что вы предлагаете лично, но они дадут клиенту понять, что вы заботитесь о нем Что такое материалы КВС? Любая информация, которая может пригодиться вашему клиенту — например, газетная статья или рекламный проспект, касающиеся области его деятельности. Если у вас в руках оказались материалы, которые могут представлять интерес для клиента, отправьте их ему или хотя бы сообщите о том, что они у вас есть. Этот шаг, возможно, не принесет вам прямой и мгновенной выгоды. Но вы в любом случае выиграете, если будете следить за информацией, которая может оказаться полезной для всех, с кем вы ведете дела 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Чем спонтаннее будут ваши КВС, тем лучше. Вместо того чтобы заставлять своего секретаря печатать для КВС сопроводительное письмо, напишите от руки небольшую записку и приложите ее к отправляемым материалам. Нескольких строк вполне достаточно Не забудьте приложить к записке свою визитную карточку и что-нибудь интересное и возбуждающее любопытство. Поддержание отношений с помощью доброго слова Каждому хочется, чтобы его ценили. Я полагаю, совсем не трудно доставлять друг другу это маленькое удовольствие Поэтому в порядке поддержания отношений периодически давайте клиентам знать, как вы цените их бизнес и все добрые слова, сказанные в ваш адрес, благодаря чему круг ваших клиентов постоянно расширяется Для того чтобы донести до клиента свои добрые слова, существует специальная форма, которая должна стать постоянной частью вашей системы поддержания отношений. (И чем раньше, тем лучше. Оптимальный вариант — вчера) Форма эта — нарочито скромная благодарственная записка Понимая, что продажа — это прежде всего отношения, я в самом начале своей карьеры целенаправленно занялся рассылкой благодарственных записок. Я взял себе за правило рассылать по десять записок ежедневно. А это означало, что каждый день я должен был встречаться и знакомиться минимум с десятью людьми. Я посылал
благодарственные записки людям, с которыми встречался мельком, людям, которым показывал дома, людям, с которыми разговаривал по телефону, и людям, которым я действительно помог приобрести новое жилье Я превратился в маньяка благодарственных записок И сейчас, возвращаясь с семинаров, я пишу в самолете благодарственные записки студентам, своим помощникам и просто хорошим людям, повстречавшимся мне в гостиницах и такси И знаете, что происходит, когда я вновь приезжаю в эти города"* Оказывается, меня помнят' Все помнят, что я не счел за труд поблагодарить их за хорошо выполненную работу или за время, которое мы провели вместе Я настолько верю в силу благодарственных записок, что вкладываю их в каждый экземпляр материалов к очередному семинару И на страницах этой самой книги вы тоже найдете благодарственную записку, адресованную лично вам У меня есть свой способ помочь студентам выработать у себя привычку писать благодарственные записки я предлагаю им стандартные тексты, которые можно использовать минимум в десяти ситуациях, когда требуется выразить благодарность Предлагаю их вашему вниманию 1 Спасибо за звонок Благодарю Вас за телефонный разговор В мире бизнеса время сегодня дорого Позвольте Вас заверить, я высоко оценил Вашу готовность найти время для обсуждения взаимовыгодного сотрудничества 2. Спасибо за личную встречу Спасибо за то, что нашли время для встречи Мне было очень приятно побеседовать с Вами Спасибо за время, которое Вы мне уделили Мы с удовольствием обслуживаем довольно большое число клиентов, и я надеюсь, что в один прекрасный день нам удастся оказать услугу и Вам Если у Вас есть какие-либо вопросы, пожалуйста, звоните не откладывая 3. Спасибо после демонстрации продукта Спасибо за предоставленную возможность обсудить с Вами перспективы взаимовыгодного сотрудничества наших фирм Мы уверены, что качество в сочетании с превосходным обслуживанием является основой успешного бизнеса 4. Спасибо за покупку Благодарю Вас за предоставленную возможность предложить Вам наше лучшее обслуживание Мы сделаем все, чтобы Вы не были разочарованы нашей продукцией Теперь моя цель — обеспечить гарантийное и послегарантийное обслуживание Надеюсь, у Вас не будет сомнении в том, стоит ли направлять к нам других людей с теми же проблемами, что у Вас 5. Спасибо за клиента по рекомендации Спасибо за добрую рекомендацию Можете не сомневаться, что каждый, кого Вы ко мне направите, получит обслуживание по высшему разряду 6. Спасибо после окончательного отказа Спасибо за то, что у Вас нашлось время, чтобы обсудить мое предложение Сожалею, что в Ваши ближайшие планы пока не входят инвестиции в нашу продукцию Однако если Вам нужна дополнительна информация или возникли какие-либо вопросы, пожалуйста, не стесняйтесь звонить Я буду посылать Вам сведения о новых разработках и изменениях, которые могут оказаться вам интересны
7. Спасибо после того, как клиент купил у кого-то другого Спасибо за то, что нашли время рассмотреть мое предложение Сожалею, что на этот раз не сумел помочь Вам оценить те преимущества, которые мы могли Вам предоставить Однако мы постоянно в курсе новых разработок и изменении в нашей отрасли, поэтому я буду поддерживать связь с Вами в надежде, что мы все же сможем наладить сотрудничество в будущем 8. Спасибо после того, как они купили у кого-то другого, но предлагают вам клиентов по рекомендации Благодарю Вас за любезное предложение рекомендовать мою продукцию другим клиентам Как мы договорились, я прилагаю к письму три визитные карточки и заранее благодарю Вас за передачу их Вашим друзьям, знакомым или родственникам, которым могли бы потребоваться мои услуги Я буду поддерживать с Вами связь и с радостью готов предоставить свои услуги 9. Спасибо всем, чьими услугами вы воспользовались Благодарю Вас за в высшей степени профессиональное обслуживание Было очень приятно познакомиться с человеком, столь преданным своему делу Я искренне ценю Ваши усилия Если я или моя компания можем каким-либо образом быть полезными Вам, пожалуйста, звоните не откладывая 10. Спасибо к юбилею С самыми теплыми чувствами я посылаю эту записку, чтобы поприветствовать и еще раз поблагодарить Вас за сотрудничество Мы постоянно меняем и совершенствуем наши товар и обслуживание Если Вас интересуют наши последние разработки, пожалуйста, звоните Как видите, поводов для того, чтобы сказать спасибо — множество Одна-две благодарственных записки нужному человеку в нужное время могут значительно приблизить вас к успеху Как9 Допустим, секретарь или помощник, страдающие от недостатка признательности, получили от вас благодарственную записку Запомнят ли они вас9 Конечно Будут ли испытывать к вам добрые чувства9 Безусловно Будут ли более восприимчивы к вашим звонкам и вопросам9 Несомненно Благодарность никогда не повредит' Рекомендую благодарить потенциального клиента за время, которое он уделил вам, или поощрять клиента, который заинтересован в вашем товаре, но не может приобрести его ввиду непреодолимых препятствий Пусть такие клиенты знают, что вы о них помните, что вы постоянно заботитесь об их бизнесе и не оставляете надежды на сотрудничество в будущем
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Сказать спасибо или вручить медаль? Допустим, кто-то изменил своему привычному распорядку, чтобы по- J мочь вам, и вы полагаете, что это заслуживает небольшого вознаграждения или особой благодарности (и такая реакции с вашей стороны ' вполне уместна). В этом случае ^следует обязательно отправить этому человеку соответствующее письмо. Не каждый день случается, чтобы кто-то что-то для вас делал, но если уж вы узнали, что человек потратил силы и время ради вас, если вы узнали, что кто-то не ограничился своими прямыми обязанностями в отношении вас, — оцените эти усилия и этого человека. Вам ведь совсем HIT к чему, чтобы ой иг все его сотрудники говорили о вас как "об этом неблагодарном типе".
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Это может показаться странным, но вы можете послать письмо с благодарностью в адрес и тех клиентов, которые отказали вам. Предложите им поддерживать отношения с целью устранения возможных проблем, с которыми вы прекрасно умеете справляться. То-то они удивятся! И уж наверняка запомнят! Три способа сделать систему поддержания отношений эффективной Достижение максимального результата — великая цель, которую следует ставить перед собой не только при поддержании отношений, но и при каждой личной встрече. Чтобы достичь успеха в этом деле, требуется хорошо составленный план действий. Этому мы и уделим внимание в данном разделе. Порядок прежде всего Поддержание отношений на словах представляется делом совершенно простым: подумаешь, отправить одно-два письма или же снять телефонную трубку и позвонить. Но для создания хорошей системы напоминания о себе этого мало. Чтобы ваши действия не пропадали впустую, вы должны овладеть "правилом шести". 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Правило шести — это правило продажи, способное повысить ее эффективность во много раз. Вот как оно звучит: Чтобы продавать, необходимо контактировать с клиентами шесть раз в год. Вспомните все ваши контакты с клиентами и умножьте это число на шесть. Такой взгляд помогает понять, сколько времени уходит у профессионала на поддержание отношений. Многие специалисты даже нанимают себе помощников, единственной обязанностью которых является тщательное и эффективное поддержание отношений с клиентами. Продавцам-новичкам этого обычно не требуется. Новичок основное внимание должен уделять отношениям с клиентами по рекомендации, потенциальными клиентами, постоянными клиентами (уже владеющими вашим товаром), с распространителями и просто со всеми, с кем он встречается на протяжении обычного рабочего дня — если у него бывают обычные дни! Если вы намерены добиться эффективного и постоянного поддержания отношений, необходимо как следует организовать время и список мероприятий. Существует много вариантов организации системы поддержки отношений. Как я уже упоминал выше, иногда достаточно такой простой вещи, как картотека; иногда особенности бизнеса требуют более сложной системы учета. Сегодня в мире высокотехнологичного оборудования самым удобным может оказаться хранение всей системы поддержания отношений в компьютерной программе,
обеспечивающей максимум информации при минимальном объеме. Создав базу данных, предназначенную для этой цели, можно сэкономить время и энергию, которые пригодятся для продажи "лицом к лицу". Мера назойливости
Одна из наиболее важных заповедей продажи — не надоедать клиенту. Иногда трудно бывает определить черту, за которой нормальное поддержание отношений с клиентом перерастает в назойливость. Вы можете уничтожить всю систему общения с клиентом, если вовремя не распознаете проявляемые тем признаки недовольства. Если он бросает телефонную трубку, то это определенно указывает на то, что вы становитесь назойливым. Сколько раз в день клиенты, которым вы звоните, бросают трубку? Проявляйте такт. Не звоните клиентам в пятницу накануне выходных и не пытайтесь вырвать согласие на покупку товара по телефону. Это не поддержание отношений, а бестактность. Также не звоните в обеденное время или за пять минут до окончания рабочего дня. В этом случае вы никак не можете рассчитывать на долгий, обстоятельный разговор. Клиент с нетерпением смотрит на дверь, и ему не до ваших предложений. Ваши звонки должно быть краткими и приятными для клиента; выбирайте время таким образом, чтобы не нарушать его рабочего расписания. Конечно, иногда это невозможно, но, если вы чувствуете, что клиенту это не нравится, дайте ему возможность перенести разговор на другое, более удобное для него время. Если после всех ваших усилий по налаживанию контакта вы продолжаете слышать от клиента "нет", прекратите звонки или встречи на оптимистической ноте. Если вы уверены, что причина такого ответа — не ваша плохая работа, то в дальнейшем вы можете рассчитывать на то, что сможете получить от него клиента по рекомендации или же организовать совместный бизнес. 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Будьте вежливы! Узнайте, когда у клиента могут измениться обстоятельства, и попросите разрешения позвонить еще раз. Через несколько месяцев, когда он будет готов купить ваш товар, возможно, он выслушает вас более благосклонно. Если вы оставите о себе хорошее впечатление и попытаетесь возобновить отношения позже, то единственное, что может не позволить ему купить ваш товар, — это недостаток времени. Но с этим справиться уже проще. Если вы узнаете, что клиент уже приобрел товар у вашего конкурента, не пытайтесь выяснять, почему он выбрал не вас. В такой ситуации бессмысленно сердиться на клиента. Вместо этого попросите у него еще несколько минут и спросите совета, как улучшить свою работу. Вполне допустимо расстроиться и дать понять клиенту, что вы огорчены несостоявшимся сотрудничеством. Дайте ему понять, что вы, тем не менее, не сдаетесь и по-прежнему надеетесь завоевать его доверие. Что же касается клиентов, которых вы уже приобрели благодаря эффективному поддержанию отношений, то и здесь вы должны оставаться последовательным и настойчивым. Дайте им понять, что вы стараетесь удовлетворить все их нужды и ставите их интересы выше своих.
Ведите подробные записи мероприятии по поддержанию отношений и достигнутых в этом направлении успехов Если вам удалось совершить нечто, давшее превосходный результат, — сделайте запись в Журнале достижении Записи должны быть конкретны и подробны, описывайте условия продажи, в которых вы применили новый успешный метод Чем больше сведении вы запишете, тем больше вероятность повторить этот опыт Ее то клиент указывает вам, над чем следовало бы поработать, занесите в свой журнал и его мнение И учтите, раз уж вы тратите время на ведение журнала, то надо найти время и на то, чтобы иногда просматривать эти записи и отмечать галочками то, что сделано
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вэтой части... Что делать — порой мы слышим отказ В этой части я научу вас справляться с отказами и объясню, почему каждый отказ, если вдуматься, — залог будущего успеха Кроме того, вы узнаете, как лучше всего организовать свое время и постоянно стремиться к великой цели
????? 15 ??? ??????????? ? ????????? ? ???????? В этой главе... > Стимулы на пути к успеху > Чем опасно отсутствие стимулов > Победа, вырванная у поражения
Нет на земле человека, которому не говорили бы нет. Все мы периодически выслушиваем отказы Это так же неизбежно, как смерть или налоги Отношение к отказам — вот единственное, что различает нас С накоплением опыта убеждения и навыков продажи у вас образуется панцирь, защищающий от всяческих неприятностей Но вы не научитесь обороняться, если не выйдете однажды на линию огня, чтобы грудью встретить выстрелы-отказы Это единственный способ научиться справляться с ними Если же вы будете принимать отказы слишком близко к сердцу, то впадете в депрессию и, в конце концов, бросите профессию продавца Относитесь к отказам как к урокам. Совершенствуйте методы продажи, пополняйте знания о своем продукте — и вы сможете предложить клиенту более высокий уровень обслуживания за те же деньги На словах все просто, не так ли? Теоретически все знают, как добиться победы, но что нам делать, когда отказы и неудачи лишают уверенности в себе и в правильности выбранного курса9 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Есть прекрасное оружие против бессилия, вызванного неудачами и отказами. Это энтузиазм'. Сомневаетесь? Не верите, что одно-единственное слово, уже набившее оскомину, может превратить жалкого страдальца, который боится позвонить клиенту или выйти из офиса ради назначенной встречи, в Победителя, Богача и Счастливчика? Если вы избрали профессию продавца, но работаете без особого энтузиазма, то день зарплаты для вас — источник постоянных разочарований Просто, я бы сказал, день расплаты Ваш доход от продажи прямо пропорционален количеству оказываемых вами услуг. Мало услуг = мало доходов Много услуг = много доходов 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S"^ Отсутствие энтузиазма — не просто недостаток для продавца-профессионала, это еще и предвестник дальнейших трудностей, которые могут разрушить вашу карьеру. Если бы мы знали, куда девается энтузиазм и откуда берется депрессия, то могли бы заметить приближение врага и заблаговременно подготовиться к обороне Однако сложность борьбы с депрессией, наступающей в результате неудач и отказов, заключается в том, что она проникает к вам под маской друга, предлагающего комфорт и покой. Однако в мои планы не входит анализ причин депрессии Вместо этого я расскажу, как бороться с этим чувством. Читайте дальше, и вы узнаете, что движет людьми и что поможет вернуть угасший энтузиазм Шесть мотивов, которые нами движут Почему мы делаем то, что делаем9 Философы, психологи и психиатры упражняются в решении этого вопроса уже сотни лет Пытаясь ответить на этот вопрос, они составили небольшой список самых распространенных причин, которые заставляют нас действовать Изучите этот список- он поможет вам не только определить свою главную движущую силу, но и использовать ее для достижения успеха деньги Многие продавцы-профессионалы утверждают, что для них главный стимул — просветленные лица людей, которым они оказали услугу Немногие, но честные, главным своим мотивом называют деньги Будем откровенны: деньги — очень мощный стимул Ценить деньги — это нормально, если только количество заработанных денег прямо пропорционально количеству услуг, которые вы оказываете клиентам У вас другое мнение на этот счет? Тогда вы вскоре останетесь без денег, а заодно и без стимулов к достижению успехов в продаже 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Деньги могут быть для вас движущей силой, и даже самой главной, но они не могут быть единственной целью всей вашей деятельности Многие крупнейшие производители считают, что высокий уровень доходов есть результат превосходного обслуживания и высочайшего профессионализма, которых они достигли за многие годы работы Если опытный специалист по продаже замечает снижение своих доходов, он старается исправить положение, повышая качество обслуживания и изучая рынок, а не тратит время на уныние и переживания. Многие утверждают, что работают ради достижения независимости Что за этим скрывается9 Я думаю, независимость — это ложный мотив Невозможно абсолютно ни от кого и ни от чего не зависеть Степень независимости определяется умением справляться с проблемами В толковом словаре можно прочитать, что независимость — это свобода от принуждения, воздействия других людей, финансовых проблем, а также от страха, тревоги, нужды и лишений Если это так, то никто из нас никогда не был полностью независим. Неважно, насколько вам сопутствует успех — страх и тревога знакомы всем Что касается нужды и лишений, то они могут служить отличным стимулом — вернее, не они сами, а стремление от них избавиться Так что независимость определяется не мерой свободы от опасностей, а нашей способностью справляться с ними
Возможно, ключ к достижению желаемого — в способности отказаться от того, что имеешь. Чтобы достичь независимости, надо выйти из зоны комфорта и расстаться с привычным уровнем безопасности. 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Давайте поговорим об этом подробнее. Если вы боитесь, что не сможете сделать карьеру, то лучше сразу же бросьте занятие продажей, потому что оно предполагает риск. Если вы не можете отказаться от того, что имеете, — не отказывайтесь; смиритесь с мыслью, что никогда не пойдете вверх по лестнице успеха. Те, кто добивается успеха, действуют по принципу: быть готовым отдать все, что имеешь, ради достижения цели — быть готовым на риск. Вы можете спросить, неужели они не боятся ставить на карту свое благополучие? Конечно, боятся; он они сами творят собственную судьбу и сами отвечают за свои поступки. Это их понимание независимости. Успех и безопасность для них определяются способностью преодолевать трудности, на которые они сами себя обрекают в постоянном стремлении вверх. И можете мне поверить, продажа предоставит вам массу возможностей испытать себя на прочность. Не существует человека, который не хотел бы чего-то достичь в жизни. Кто-то ставит перед собой простые цели, кто-то мечтает о невозможном, но все к чему-то стремятся — такова человеческая натура. Немного найдется на земле людей, бредущих по жизни без малейшего желания достичь хотя бы минимально необходимого — пищи и крова. Каждый человек считает, что должен получать то, чего заслуживает; но слишком многие, увы, полагают, что судьба их обделила, независимо от того, что они сделали на этой земле. И все же, если судить беспристрастно, то придется признать, что по большей части каждый из нас имеет то, чего заслуживает. Возможно, вас удивляют люди, не желающие ничего менять в своей жизни. Не спешите записывать их в неудачники. У них тоже есть цель — ничего не делать. Успех не всегда можно выразить в деньгах. Можно измерять его влиянием и властью, которыми обладает человек, или же стремлением помочь тем, кто в этом нуждается. Что такое успех, каждый понимает по-своему. Если вдуматься, даже тот, кто ничего не хочет, получает желаемое — т.е. ничего. У большинства из нас потребность в признании проявилась еще в раннем детстве. Вспомните: когда вам было лет пять или шесть, вы, вероятно, становились на голову, наряжались в мамину шубу и совершали массу других милых детских выходок, приводивших в восторг взрослых. Для чего? Исключительно для того, чтобы привлечь внимание. Став взрослыми, мы совершаем порой куда большие глупости, и все это с одной целью — добиться признания. Однако мы не только желаем, чтобы нас признавали, но и сами охотно творим себе кумиров. И большая заслуга в этом принадлежит средствам массовой информации. Причем никого, похоже, не волнует, кто становится кумиром — гений добра или зла. Главное — найти предмет поклонения, хотя бы на день. Разве не прискорбно, что большинство из нас скорее узнает хорошо разрекламированную физиономию Сильвестра Сталлоне, чем лицо, например, астронавта Нейла Армстронга? Признание — хитрая штука!
Вам следует знать, что в тот день, когда вы утвердитесь наверху, окружающие перестанут вами восхищаться. Не станут они и карабкаться вверх, чтобы добиться того же, чего добились вы. Знаете, что они будут делать вместо этого? Они постараются стащить вас вниз, чтобы вам наверху на было так одиноко! Часто ли вам доводилось видеть, чтобы люди пытались досадить тому, кто и так уже находится ниже некуда? Такого просто не бывает. Но вам, стремящемуся вверх, какой-нибудь "доброжелатель" непременно скажет: Зря стараешься, ничего у тебя не выйдет! или Ну что ж, у кого-то это, может, и получилось, а у тебя ни за что не получится' Нравиться другим — для многих главный стимул. Чтобы получить его, окружите себя теми, кто верит в вас и поддерживает ваше стремление добиться успеха. Например, возьмите себе за правило принимать на работу только тех людей, чьи цели и желания совпадают с вашими. Ищите одобрения коллег, мнением которых дорожите; если у вас есть знакомые, которые не одобряют вашей деятельности и пытаются передать это негативное отношение вам, постарайтесь общаться с ними как можно меньше. Они могут поколебать ваши положительные установки, а это лишит вас внутреннего комфорта (более подробно я рассказывал об этом в главе 6). Вспомните, скольких вы встречали в своей жизни людей, которые были менее порядочны, чем вы, и к советам которых вы. на свою беду, прислушивались. Держитесь подальше от пессимистов и нытиков. Они убивают в других честолюбивые стремления. Если вы принимаете себя таким, какой вы есть, то вам можно только позавидовать. Вы по-настоящему свободны. Вы можете делать все, что хотите, а можете ничего не делать. Вы радуетесь жизни во всех ее проявлениях. Вы свободны от чужого мнения и от разрушительного воздействия отказов и неудач. Слишком хорошо, чтобы быть правдой. Нравиться самому себе довольно сложно. Для этого нужны очень веские основания! Нельзя быть довольным собой, если вами не довольны другие. Невозможно нравиться самому себе, если нет одобрительной реакции со стороны окружающих. Нельзя быть довольным собой, ничего не добившись. Невозможно пытаться что-то сделать, не достигнув определенного уровня независимости. А что вообще означает достичь успеха? Нас учат измерять успех количеством заработанных денег. Следовательно, чем больше у вас денег, тем сильнее вы себе нравитесь. Если вы действительно научились принимать себя таким, какой вы есть, то можете делать то, что хотите, а не то, что считается необходимым. Жизнь становится прекрасной, вы всегда в центре внимания, вокруг вас полно народу. Только помните: принимать себя как есть не значит быть всегда собой довольным. В первом случае вы достигли согласия с собой, а это предполагает огромную работу по самосовершенствованию. Во втором случае вы просто смирились с собой и заранее все себе простили. Но в этом мире все взаимосвязано. Вы живете не в изоляции: ваши действия или бездействие оказывают большое влияние на окружающих.
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Задумайтесь об этом, когда у вас в очередной раз появится соблазн совершить неблаговидный поступок Ведь вы не одиноки в этой Вселенной а круги расходятся далеко Никто не может предугадать, чем ваш поступок обернется для вас в будущем Чем опасно отсутствие стимулов Если стимулы заставляют вас двигаться вперед, к успешной карьере продавца, а отсутствие стимулов — намертво застывать на месте или вообще отступать, то почему бы каждому не делать то, к чему у него, что называется, лежит душа9 Хотите верьте, хотите нет, но причина в том, что средний человек страдает не от избытка стимулов, а от их отсутствия Отсутствие стремлении в некотором роде подобно земному притя жению — это огромная сдерживающая сила, для преодоления которой необходимо хорошенько поднапрячься Вы должны не только знать мотивы, которые движут вами в стремлении к успеху, но и уметь распознавать сигналы опасности для вашей карьеры Ниже описаны четыре самых мощных антистимула, удерживающих людей от стремления вверх Знаете ли вы, как много людей боятся утратить независимость или деньги9 Начи ная свою карьеру в продаже вы вынуждены тратить деньги для того, чтобы их зараба тывать Рассматривайте это как инвестиции в свой бизнес, в свое будущее Даже крупные корпорации не жалеют денег на обучение продавцов-новичков и на установление хороших отношений с потенциальными клиентами А вы полагаете, что вам удастся этого избежать9 Не обольщайтесь для организации своего бизнеса придется потратить время и деньги Придется рискнуть своей независимостью
Недовольство собой — сильнейший сдерживающий фактор в продаже Представляю себе, как заохали некоторые из ваших близких, узнав, что вы решили заняться продажей Что ? Ты в тюрьму захотел 7 или Продажа? Это же женская профессия' или, на худой конец, Отлично, будешь мне все дешево продавать' С самого начала они заставляют вас сомневаться в себе Им еще предстоит узнать то, что мы с вами уже знаем продажа — одна из немногих областей деятельности, где преодоление страха и достижение независимости обеспечи вает каждому самый высокий уровень независимости, финансовой в том числе 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Большинство начинающих продавцов после каждой несостоявшейся сделки терзают себя вопросом Что я сделал не так? Разница между профес сионалом и новичком состоит в том, что первый задает себе другой вопрос Что я сделал правильно 7 Объясняю все дело во взгляде на проблему Профессионал акцентирует внимание на том, что он сделал правильно, поэтому при встрече со следующим клиентом он легко повторит удачные действия Такой продавец усвоил следующий важный урок Единственная возможность научиться правильно продавать состоит в том, чтобы не бояться ошибок, сохранять энтузиазм, работать над собой, сносить удары и не ос танавливаться, ни в коем случае не останавливаться'
Новичок же прокручивает в уме свои промахи и невольно запоминает их Естественно, при следующем контакте с потенциальным покупателем он сможет повторить только ошибки Поэтому поскорее забывайте плохое и концентрируйтесь на хорошем Единственный способ преодолеть недовольство собой — это смело действовать там, где вы раньше терпели поражение, и добиваться победы Не поддавайтесь неуверенности Многие люди настолько боятся неудачи, что не желают браться ни за какое новое дело К их услугам проверенный метод чтобы избежать ошибок, достаточно просто ничего не делать' Конечно, при этом не добиться и успеха, так что с водой они выплескивают и ребенка Вы никогда не потерпите неудачу в завершении сделки, не встретив клиента Как говорится, если у вас нету тети Сидите у телевизора с утра до вечера, и отсутствие неудач вам гарантировано Неважная перспектива9 Советую вам жить по иному принципу Делайте то, чего боитесь больше всего, и вы победите страх Если вы боитесь одного из обязательных аспектов продажи — например, телефонных звонков с целью назначения встреч — вам придется преодолеть этот страх, взглянув ему в глаза Что бы вы ни делали из того, что вас прежде пугало, сделать это оказывается намного легче, чем можно было предположить Каждый раз, заставляя себя делать то, чего боитесь, вы понемногу побеждаете страх, и, в конце концов, полностью избавляетесь от него Побеждайте страх, и вскоре вы будете нетерпеливо предвкушать как раз то, чего раньше боялись Узнайте вкус победы' Боязнь перемен — серьезный враг прогресса Вам, вероятно, приходилось слышать высказывания вроде Мы всегда так делали Нам тоже сначала не нравилось, но мы привыкли Мы предпочитаем придерживаться установленного порядка Тем, кто так говорит, может, и не слишком нравятся старые порядки Но они привыкли принимать в штыки все новое Если бы они поверили, что будущий выигрыш от перемен с лихвой компенсирует временные трудности, они бы не противились нововведениям Самое трудное для большинства продавцов — это поиск клиента Как было бы замечательно сидеть в офисе и ждать вот откроется дверь и толпой побегут покупатели, умоляющие продать им товар' Мечтайте, мечтайте Можете ли вы заставить себя позвонить9 выбраться из офиса9 встретиться с людьми, интересующимися вашим товаром9 перезвонить трудному клиенту, о котором подчас и думать противно9 Если да, то вы уже на пути к успеху Нельзя целиком зависеть от своей компании или винить ее в том, что дела ваши плохи Что бы ни случилось, вы сами в ответе за свои успехи и неудачи — так что не тратьте энергию на поиски виновных
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Кстати, именно за выполнение той работы, которую вам совершенно не хочется делать, вы в основном и получаете зарплату. Вы по-настоящему должны желать перемен. Конечно, надо получать удовлетворение от дня сегодняшнего, но если вы хотите, чтобы завтра было лучше, чем сегодня, то придется потерпеть. Как утверждает доктор Максвелл Мальц, бывший пластический хирург и специалист в области психокибернетики, результат перемен проявляется на 21-й день. Например, примерно 21 день вам потребуется на усвоение материала, предлагаемого в этой книге. Зато потом он станет частью вас. Да, корень учения горек, зато плод сладок.
Какое слово вы чаще всего слышали от отца с матерью, когда были ребенком? Нет! Да, никто не может нам ответить, куда уходит детство. А почему я считаю, что именно это слово вы усвоили первым0 Ну ясно же, потому что ваши родители старались оградить вас от всевозможных неприятностей. Однако в детстве вы понимали лишь одно: нет отделяет вас от того, чего вам хочется. И с возрастом, продолжая слышать нет, вы уже не подчинялись ему с той готовностью, что в детстве. Вы быстро научились уговаривать и выпрашивать, когда поняли, что нет не обязательно означает нет' ни за что/никоим образом', и вы пытались убедить родителей взглянуть на проблему по-другому — даже если от этого перехватывало дух и посасывало под ложечкой. То же самое происходит в продаже. Когда вы слышите нет в начале карьеры, то воспринимаете это как категорический отказ. Я слышал от некоторых начинающих продавцов, что они даже не доводят подготовленную демонстрацию продукта до конца, ибо, как только клиент произносит нет, выскакивают за дверь как ошпаренные. Однако с обретением опыта их реакция меняется. Слово нет приобретает для них иной смысл. Оказывается, это "решительное и бесповоротное" нет имеет множество оттенков. Продавец понял — и это один из первых его шагов к вершинам мастерства, — что не стоит мириться с поражением, а нужно постараться преодолеть все эти нет. 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А теперь тайное оружие профессионалов — их формула против неудач. -, Применяйте ее только тогда, когда не видите никаких шансов добиться да 5 в данном раунде. Следуя этой формуле, вы сможете расценивать каждое нет как очередную монетку в вашей копилке.
Вот эта формула. Предположим, завершив сделку, вы зарабатываете 100 долларов. 1 сделка =100 долларов Безусловно, как профессионалу, вам понятен смысл коэффициента продаж. Это отношение между числом продаж и числом встреч с клиентами. Надеюсь, вы ежедневно работаете над повышением этого коэффициента. Предположим для наглядности, что из 10 встреч у вас только 1 заканчивается продажей. 10 встреч = 1 продажа Это означает, что 9 из 10 людей говорят нет. Если один человек говорит да и вы в результате получаете 100 долларов, то сколько же стоит каждое не/я9 Правильно, 10 долларов. Каждый полученный отказ, как это ни парадоксально, приближает вас к заветным 100 долларам. 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Чем вам поможет осознание этого факта? А тем, что теперь вы будете воспринимать каждое нет как шаг к цели (и деньгам), а не как повод для расстройства. Вместо того чтобы злиться или сожалеть о напрасно потраченном времени, считайте нет очередными 10 долларами — еще одной ступенькой на пути к победе. Давайте разовьем этот подход. Если клиент сказал вам очень много нет, прежде чем вы убедили его сказать да, то каждое нет может потянуть на 200—300 долларов (особенно если речь идет о долговременном сотрудничестве) Продолжайте убеждать. Не бойтесь отказов. Дайте клиенту возможность оценить вас как следует — пусть он поймет, что вы крепкий орешек. Пять подходжов к неудаче Ну что ж, давайте не будем лукавить и честно признаемся, что на первых порах вам, начинающим продавцам, удача улыбается не больше одного-двух раз в день, зато отказы следуют один за другим. Но только от вас и вашего отношения к этому факту зависит, как скоро вы сможете значительно повысить свой коэффициент продаж. Своим студентам я обычно предлагаю изменить свое отношение к неудачам. Как это сделать? Существует пять специальных способов, которые разработал мой друг и учитель Арт Мортелл. 1. Неудача для меня — не провал, а обретение опыта Если вы демонстрируете товар тем, кого он не интересует, если получаете от клиента отказ, если вам кажется, что покупатель вот-вот согласится, а он говорит нет, то вы можете реагировать двумя способами 1. Разозлиться и выйти из себя 2. Серьезно исследовать причину неудачи Я рекомендую второе. Поняв, в чем ошибка, вы избежите ее в следующий раз. 2. Неудача для меня — не провал, а сигнал о том, что надо сменить направление Прекрасное отношение к отказу' Ибо отрицательный опыт помогает определить правильный курс. Если клиент ничем не выдает своего недовольства, если ему "все нравится", но он так ничего и не покупает, то вы не можете определить, что еще предпринять для его убеждения. Завершить сделку с подобным клиентом практически невозможно. Если вы воспринимаете отказы как выпады в свой адрес, то вы не только не достигнете цели, но своей реакцией оттолкнете и клиентов, и коллег 3. Неудача для меня — не неудача, а лишь возможность развить чувство юмора
Можете ли вы припомнить случай, когда встреча с клиентом имела просто катастрофический результат? Когда вам хотелось забиться в нору и никогда не показываться на белый свет! Но что вы делали недели две спустя? Ну конечно же, зализав раны, вы рассказывали о случившемся коллегам, да еще сгустили краски, чтобы было смешнее. Все, чему вам надо научиться, — это смеяться первым. Смех — прекрасное средство от плохого настроения и уязвленного самолюбия. Не надо относиться к себе чересчур серьезно. 4. Неудача для меня — не провал, а еще одна возможность попрактиковаться и поработать над собой Что происходит, если вы делаете все как следует, но клиент все равно не решается купить ваш товар? Что вы делаете? Верно! Продолжаете работать над собой. 5. Неудача для меня — не провал, а лишь проигранный гейм в игре, которую я должен выиграть Продажа — это игра в проценты и числа. Тот, кто встречает больше клиентов и получает больше отказов, зарабатывает и больше денег. Даже если раньше вы не увлекались азартными играми, придется играть, раз уж вы избрали эту профессию. Усвойте эти пять подходов к неудачам, и продажа будет доставлять вам удовольствие, какого вы не испытывали прежде.
????? 16 ???? ?? ???? ???????????? в этой главе... > Правильный выбор цели > Подготовьте себя к успеху > Участвуют все! > Такого еще не было: договор с собственным отражением > Закон предсказуемых последствий •у спех для вас — это не то, что "в общем-то не помешало бы", а то, чего вы \^ обязательно должны достичь. Для тех, кто добивается многого, существует не хочу, а должен. Если вы добились успеха, не ставя перед собой никаких задач, примите мои поздравления. Но подумайте о том, насколько ощутимее был бы результат, если бы у вас была четко сформулированная цель и назначен конкретный срок ее осуществления. Начинающие продавцы частенько полагают, что в их работе нет необходимости ставить перед собой цель. Они ошибаются. Чем раньше вы наметите путь к успеху, тем больше у вас шансов добиться того, к чему стремитесь. Его участь — достигнув некоего уровня, никогда не подняться выше. Он не сможет подняться выше, поскольку у него нет настоящей цели и он не знает, в каком направлении двигаться. Вот что вы должны знать: цель дает три безусловных преимущества, помогающих добиться успеха. Цель, как стрелка компаса, заставляет вас двигаться четко намеченным курсом. Цель предполагает, что вы действуете в соответствии с тщательно разработанным планом. Цель дает поводы для праздников. Правильно ставьте цели Поразмыслите в одиночестве над тем, что побудило вас заниматься продажей вместе с настоящими профессионалами. Я думаю, в самом начале своей карьеры у вас были довольно туманные представления об успехе. Теперь пришло время превратить их в четкие ориентиры, которые не позволят вам свернуть с пути истинного в трудные моменты жизни, когда больше всего на свете хочется собрать чемоданы и сбежать на безлюдный островок где-нибудь в Атлантике, чтобы валяться там на песочке с утра до вечера.
Ставить перед собой цели, которые потом приходится корректировать, все же лучше, чем вести бесцельное существование Выбирая цель, помните два правила 1. Цель должна быть трудно достижимой — но реальной Не ставьте перед собой цель, в возможности достижения которой вы не уверены. Цель должна быть достаточно трудной, заставляющей вас подниматься на новый уровень мастерства, но в то же время реальной, чтобы вы могли определить конкретные шаги для ее осуществления. Если вы поставили перед собой заведомо неразрешимую задачу, то просто не сможете преодолеть возникающие на пути трудности 2. Выбирайте средства, а не результат Если вы выбираете цель, исходя из количества денег, которые хотите заработать, то заранее обрекаете себя на неудачу. Лучше выбирать цель, исходя из того, что можете сделать для ее достижения тогда вы сможете определить, сколько, например, вам необходимо организовать встреч и сделать телефонных звонков за неделю Ведь результату предшествует работа, поэтому ориентируясь на результат, вы слишком забегаете вперед Составляйте расписание - на годы, на десятилетия Составляя расписание, начните с отдаленных целей и двигайтесь в направлении сегодняшнего дня. Отдаленные цели выбрать труднее всего, но, наметив в первую очередь дальние перспективы, вы без труда определите цели на ближайшее время Отдаленные цели должны охватывать 20-летний период Конечно, если вам 75, то на 20 лет вы можете планировать в лучшем случае самостоятельное сползание с кровати по утрам А если серьезно, планировать свою жизнь на 20 лет трудно И все-таки, даже допустив, что за такой период времени глобальные цели могут измениться, постарайтесь сформулировать их Все цели желательно делить на три этапа, вот так отдаленные (глобальные) цели, промежуточные цели, ближайшие цели Каждая категория имеет свои особенности Отдаленные (глобальные) цели Они должны быть максимально конкретны Вместо того чтобы лелеять туманные мечты через 20 лет я буду жить в большом доме и иметь кучу денег, вы должны сказать себе так через 20 лет, в июне 2015 года, я буду жить в большом собственном доме с видом на Атлантический океан, иметь участок земли в 15 квадратных километров и 1 000 000 000 долларов на своем счете в банке Улавливаете9 Глобальные планы должны быть не только смелыми, но и конкретными Промежуточные цели Разобравшись с глобальными целями, разделите время, отведенное на их осуществление, пополам и определите промежуточные цели — лет на 10 вперед Сравните 10-летние цели с 20-летними и наметьте действия, с помощью которых будете воплощать свои планы в жизнь Затем разделите 10-летние цели на 5-летние и т д , и т д Дойдя до ближайших целей (на будущий год), разделите их на ежемесячные, еженедельные и даже ежедневные Больше всего у вас будет промежуточных целей, возможно, они окажутся самыми расплывчатыми Ничего страшного — будете регулярно их корректировать
Ближайшие цели. Я думаю, вы не удивитесь, если я скажу, что именно ближайшие цели требуют наибольшего внимания Чтобы такие цели были эффективными, никогда не загадывайте более чем на 90 дней вперед. Если планировать на больший срок, пропадает ощущение неотложности. И еще один хороший совет: поставив перед собой цель из категории ближайших, немедленно приступайте к ее выполнению. Не завтра, не на следующей неделе, а немедленно — только тогда вы будете воспринимать ее как неотложную. Чтобы поддерживать жизнь в равновесии, необходимо ставить перед собой разные цели: как в работе, так и в личной жизни. Если все ваши цели связаны с бизнесом, то работа будет поглощать каждую минуту, и у вас не останется времени на семью и друзей. Я одобряю пыл в достижении производственных целей, но все же не советую добиваться их за счет семьи, друзей или отдыха. Иначе вы рискуете превратиться в одностороннюю личность и утратить человеческие качества, необходимые для успешной работы в торговле, и не только в ней. Ставя перед собой личные цели, вы делаете свою жизнь богатой и разносторонней, что в конечном счете скажется и на вашей работе. Выбор целей - учавствуют все! Пусть в выборе целей вам поможет семья Если вы посвятите домочадцев в свои планы, они с пониманием будут относиться и к вашим поздним возвращениям с работы, и к необходимости потратить несколько дней на нудный (с их точки зрения) семинар Ваши близкие с большей готовностью разделят с вами трудности, если вы не лишите их удовольствия делить с вами и радость достижения цели Участие семьи в выборе целей даст вам надежную опору ваши родные будут поддерживать вас в трудные моменты и сделают все, чтобы вы не утратили веру в себя Представьте ситуацию вам до смерти хочется поспать утром пару лишних часиков, а жена говорит. Дорогой, ты хотел встать пораньше и поработать, — поскольку вы договорились, что она возьмет на себя часть ответственности за выполнение ваших целей Как по-вашему, что скажет вам супруга, если вы попытаетесь убедить ее, что сон для вас важнее семейного благосостояния?
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Теперь, когда вы наметили цели — и в их выборе участвовала вся семья, — самое время выполнить последнее действие взять ручку и все их записать. Это очень важно' Цели, записанные на листе бумаги, превращаются в нечто, на что можно опереться. День, когда вы составили список целей, будет первым днем на пути к их достижению Планы, о которых вы только говорите, — это всего лишь мечты. Но как только вы зафиксируете их на белом листе бумаги, ваш мозг сразу начнет искать пути для превращения их в реальность На этом этапе полезно использовать метод постоянного напоминания. Что это за метод? Один из способов самовнушения. Вот что нужно сделать, составить список целей и поместить его в такое место, где он все время будет у вас перед глазами Когда на вас нападет лень, бросьте взгляд на список, он напомнит вам о делах, которые вы запланировали, чтобы добиться успеха Каждый раз, сделав шаг^в направлении глобальной цели, т е достигнув одной из промежуточных или ближайших, берите ручку и с чувством глубочайшего удовлетворения вычеркивайте ее из списка
Это основная формула метода постоянного напоминания. Этот метод отлично работает как средство напоминания. Кроме того, вычеркнутые пункты списка дают наглядное представление о том, насколько далеко вы продвинулись к своим целям. Но что еще более важно, метод "наглядной агитации" побуждает к завершению усилии. Достигнута цель — вычеркнут соответствующий пункт.
Каких результатов ждать от процедуры выбора целей Чтобы чего-то добиться в жизни, желательно иметь хотя бы общее представление о предполагаемых результатах своей деятельности. Это, собственно, и называется определить цель. Ну ладно, цели достигнуты. А дальше что? Так что же делать, когда цель достигнута9 Конечно, отпраздновать успех' Пусть вместе с вами празднуют те, кто участвовал в выборе цели или помог в ее достижении Кроме того, запомните следующее Праздник должен соответствовать достижению Например, в честь сотого за месяц звонка клиентам не обязательно отправляться отдыхать на Гавайи Сто звонков в месяц — не достижение, и вы сами это знаете После достижения особо трудной цели позвольте себе маленький отдых Желание дать себе передышку вполне естественно, но не позволяйте передышке превратиться в долгосрочный отпуск Чем дольше вы остаетесь вне активной деятельности, тем труднее будет вернуть форму Отдохните денек, и вновь за работу' Ведь если вам нравится то, что вы делаете, работа для вас — удовольствие' Теперь вам предстоит выбрать новые цели Делать это надо, исходя из предыдущих достижений Кстати, вы записываете свои успехи9 Это надо делать обязательно Такие записи — прекрасный стимул Не забывайте о трудностях, которые пришлось преодолеть, мысленно вознаграждайте себя за старательность Каждая следующая цель должна продвигать вас вперед. Будьте требовательны к себе — всегда Все время поднимайте планку. Ведь если все идет слишком гладко, то пропадает интерес Продажа перестает быть увлечением и все больше и больше становится похожей на работу
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Большинство работающих в сфере торговли с удовольствием решают задачи, которые ставит перед ними их профессия, интереснее всего им искать решения тех проблем, которые требуют особого напряжения сил или нетрадиционного подхода Кроме того, советую устанавливать новые цели еще до того, как будут достигнуты прежние Ваш новый план действий должен быть готов заранее, — тогда вы не потеряете темп при переходе на новую дистанцию Закон предсказуемых последствий Каждый из нас знает, что такое счастье сбывшихся надежд Правда, порой мы относимся к ним несколько пренебрежительно, как к случайности, а не как к запланированным и предвиденным событиям Закон предсказуемых последствий гласит другое Если вы считаете, что какое-то событие должно произойти, и уверены в этом, то оно произойдет благодаря вам Этот закон работает как в простых, так и в сложных ситуациях, включая работу над глобальными целями, рассчитанными на 20-летний период 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Помните только вы — хозяин своей судьбы Работайте на успех, добиваясь поставленных целей Чем сильнее ваша вера в себя, тем больше вы сможете сделать для превращения цели в реальность Успех не бывает случайным' Вы планируете его, работаете на него, и благодаря этому ваша жизнь становится наполненной и интересной
????? 17 ???????????? ??????? ??? ?????? ???????? ?????? В этой главе... > Способы планирования времени, благодаря которым нам удается выкроить время на планирование > Порядок на рабочем месте экономит время > Немного об изящном искусстве скольжения по волнам времени > Как спастись от пожирателей времени > Достижения технического прогресса на службе экономии времени Время — наш самый ценный ресурс Пока вы не поймете этого, вас будет мучить вопрос, почему вам его постоянно не хватает Сейчас все спешат, стараясь как можно больше успеть за все те же 24 часа в сутки Заказы по почте, телемаркет и "электронные магазины" захватили львиную долю на рынке потребительских товаров Почему9 Потому что занятым людям легче, полистав каталог, сделать несколько телефонных звонков, чем бегать от магазина к магазину, выискивая среди сотен полок ту, на которой находится нужный продукт Времени не хватает всем. За последние годы цена на него возросла катастрофически Акции времени резко поднялись вследствие действия закона спроса и предложения Чем больше вы заняты, тем больше времени вам требуется Спросите своих знакомых, чего им не хватает, и получите однотипный ответ "Времени" Итак, каков же вывод7 Найдите резервы времени, чтобы делать то, что нужно, и в вашем распоряжении будет еще один шанс увеличить свой доход, что, в свою очередь, позволит вам делать то, что вы хотите делать Зачастую люди тратят время неразумно, распыляя его на бессмысленную суету, а потом удивляются время потрачено, а ничего не сделано Здесь ключевое слово — потрачено Они тратят время вместо того, чтобы инвестировать его. Вот в этом-то все и дело Тратить или инвестировать время? Тратить и инвестировать — совершенно разные понятия Если вы тратите деньги, то это подразумевает их потерю Вложение денег предполагает их возврат — хотя бы в виде удовольствия от того, на что потрачены деньги В последнем случае вы сосредоточены не на сиюминутной потере некой суммы, а на пользе от товаров или услуг, полученных за нее Если до сих пор вы интересовались, сколько стоит ваше время, сделайте это сейчас Чтобы определить это, предлагаю следующее простое уравнение
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Чтобы решить это уравнение, предположим, что ваш годовой доход равен 30 000 долларов Это означает, что каждый час вашей работы стоит 14,42 доллара При продаже с прямым отчислением комиссионных непродуктивное использование ровно одного часа в день выливается в потерю примерно 3 749 долларов в год Теперь вы понимаете, почему говорят время — деньги? Неразумно распределяя свое время, вы теряете 12 и более процентов своего годового дохода. А ведь здесь еще не учтены будущие потери от сделок, не состоявшихся из-за того, что вы тратили время, а не инвестировали его Если вы работаете по найму полный рабочий день, то такую же сумму, 3 749 долларов, теряет и ваш работодатель, поскольку эти деньги не были вложены в повышение производительности В ситуации продажи бывает трудно увидеть немедленный эффект от инвестирования времени. Например, продавая недвижимость, я вкладываю время в рекламу, в показ домов, согласование договоров, но не вижу результатов инвестирования до завершения сделки, т е до получения чека По сути, сделка завершается спустя недели, а то и месяцы после фактического инвестирования времени В период между инвестированием времени и финансовым вознаграждением я, случалось, терял из виду свои цели — но в продаже это допустимо Чем больше временной разрыв между продажей и оплатой, тем труднее сосредоточиться на эффективном инвестировании времени Если вы вкладываете время в обслуживание людей, которых пытаетесь убедить, вполне естественно думать о компенсации своих затрат Я не знаю ни одного продавца, который, распрощавшись с клиентом, не вынимал бы тут же калькулятор и не подсчитывал свой процент от сделки В конце концов, помощь другим — это профессия, которая хорошо оплачивается Управлять временем или управлять собой? Управление временем — это, по существу, управление самим собой. Вы мне не верите7 Давайте подумаем вместе Что значит управлять временем? Остановить его или хотя бы замедлить7 Невозможно Договориться со временем9 Если вы нашли способ делать это, то лучше было бы вам написать свою книгу, чем читать чужую Нельзя управлять тем, что от нас не зависит. Никто не может инвестировать времени больше, чем 24 часа в сутки. Тем не менее одни успевают за этот промежуток сделать больше, чем другие В чем секрет9 Они научились распоряжаться своим временем так, чтобы ни одной минуты не пропадало зря Да, управлять временем невозможно, однако вы, как и люди, добившиеся успеха, можете управлять инвестированием своего времени 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Если ситуация сложилась так, что вам предстоит провести много времени в пути, то можно использовать это время для прослушивания аудиокассет с обучающими курсами Это способ инвестирования в свою профессиональную подготовку Есть еще один способ сэкономить время на разъезды — упорядочить назначаемые встречи. Организовав демонстрацию продукта и обслуживание по географическому принципу, вы значительно сократите время на дорогу Если вы ездите в основном по городу, спланируйте маршрут так, чтобы не попадать в дорожные пробки Использование объездных и малоизвестных дорог обеспечит вам существенную экономию времени Планируйте свою работу, и вы будете жить в ладу со временем.
Если вы думаете, что управление временем — удел трудоголиков, не оставляющих себе времени на отдых, то ошибаетесь Все как раз наоборот Работая более эффективно, вы получаете больше времени для себя лично Найдите время для планирования, и у вас не пропадет ни минутки Обычно люди, не умеющие эффективно управлять временем, жалуются, что у них просто ни минутки нет на то, чтобы распланировать свои день Тут уместно было бы вспомнить слова Чехова' Хочешь, чтобы у тебя было мало времени, ничего не делай Часто можно слышать: Как же мне найти время на планирование, если я целый день так занят, что и минуты свободной нет? 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Если вы не найдете времени для планирования и работы над собой, то можете не планировать рост своих доходов — они не изменится до конца ваших дней. Практика показывает выделив время на планирование, вы сэкономите времени в 20—30 раз больше, чем потратили собственно на составление плана В ходе планирования я классифицирую задачи, на которые трачу (имеется в виду инвестирую) время, на три категории 1. Неотложные. 2. Важные. 3. Относительно несущественные. Это три основные категории, однако планируя время, надо учитывать и чрезвычайные ситуации. Они возникают редко, и, тем не менее, вы должны быть готовы к ним. Планирование неотложных дел Неотложные дела — это только те, что надо сделать сегодня Если включить сюда и те дела, что могут быть отнесены к разряду важных, то можно упустить из виду некоторые из неотложных дел или уделить им меньше внимания, чем они заслуживают Чтобы определить, какие из задач требуют немедленного решения, задайте себе следующие вопросы. Если сегодня я смогу выполнить три или четыре дела, то какое из них лучше выбрать9 От каких дел будет наибольшая отдача? Какие дела усложнят мне жизнь завтра, если не сделать их сегодня? Какие из этих дел я могу перепоручить кому-либо еще, чтобы выкроить дополнительное время для работы или личной жизни9 Пример если работа по двору не доставляет вам удовольствия или не является формой отдыха, наймите работника, который сделает ее за вас, а сами займитесь чем-нибудь полезным Список неотложных дел всегда должен быть у вас перед глазами. Если вы не можете определить, что нужно сделать сегодня, потому что забыли, куда засунули список, то завтра рискуете забыть и ту цель, ради которой составляли злополучный список.
Планирование важных дел
К этой категории относятся задачи, которые требуют обязательного решения, но не являются неотложными. Часть из них — это почти неотложные дела, которые вы по определенным причинам не успели завершить вчера. Поставьте их в начало списка важных дел. Как и в списке неотложных дел, определите приоритеты. 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Очень важно хранить бумаги, связанные с важными делами (как, впрочем, и любые документы), в специально отведенном для этого месте. Это не значит, что их надо хранить на письменном столе, где они будут мешать. Положите их в ящик стола или прикрепите к книжной полке. Не накапливаете горы бумаги — они вызывают путаницу там, где требуется сосредоточенное внимание Простое правило, всю "бумажную" работу делайте сразу' Определите в ней приоритеты и работайте. Не откладывайте работу с документами на потом Планирование относительно несущественных дел Список таких дел составить очень трудно Но ведь что ничего нельзя упускать из виду! Что я подразумеваю под относительно несущественными делами^ Попробую показать на примере Сколько раз коллега обращался к вам за помощью, а потом выяснялось, что обращаться следовало совсем к другому человеку9 Его цель — чтобы вы отнеслись к его проблеме, как к своей Начинается с любезности, заканчивается обязанностью Взвалив на вас свои заботы, окружающие могут на какое-то время расслабиться, зная, что вы их не подведете 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Я не предлагаю отказывать в помощи всем, кто к вам обращается, но не советую брать на себя чьи-то прямые обязанности. Согласившись помочь коллеге, убедитесь, что получите что-то взамен — деньги или ответную помощь в каком-либо из своих проектов И еще один совет: сначала выполните свою работу' Установите с коллегами разумные правила взаимопомощи в работе — и вы избежите неприятных ситуаций в будущем Ежедневно происходит множество относительно несущественных событий, но каким-то образом они кажутся более важными, чем есть на самом деле. Что же делать? Учитесь распознавать такие ловушки Ниже в этой главе я расскажу, как распознать и избежать десять наиболее часто встречающихся пожирателей времени. Организация рабочего места экономит время Одна из главных причин потери времени и снижения дохода — беспорядок на рабочем месте. Давно установлено, что порядок стимулирует работу головного мозга и позволяет сосредоточиться на выполнении задания Что я имею в виду, когда говорю о порядке? Сейчас объясню. 1. Держите на столе только список неотложных дел. Все лишнее уберите — оставьте только документы или предметы, необходимые для выполнения первоочередных дел. Они должны быть под рукой, чтобы не тратить время на поиски 2. Эффективно используйте время.
Если вас без конца прерывают, закроите дверь. Если двери нет, заткните уши или наденьте наушники от плейера. В крайнем случае подумайте о том, не посадить ли на пороге очень злую собаку! В общем постарайтесь обеспечить условия для продуктивной работы При необходимости установите конкретное время, когда сотрудники могут свободно входить в ваш офис; в остальное время ограничьте доступ. 3. При необходимости уберите со стола телефон. Если в ближайшее время телефон вам не понадобится, уберите его со стола. Поставьте его на стол позади себя или даже на пол — только бы он не был у вас перед глазами. Не каждый телефонный звонок — неотложный. Если ваш собеседник не может объяснить, зачем звонит, или же просто страдает многословием, попробуйте следующее • Если звоните вы, начните так. Мне надо обсудить с вами три вопроса. Если собеседник попытается увести разговор в сторону, вы сможете вернуть его к одной из трех предложенных тем Если звонят вам, но вы не можете уделить собеседнику достаточно времени, скажите, что вам очень приятно с ним поговорить, но вы как раз собрались уходить Выслушайте вкратце, о чем вам хотят сообщить, и укажите время, когда вы сможете перезвонить Если только собеседник — не разгневанный клиент, у которого из-за дефектов вашего оборудования намертво встал конвейер, то он, скорее всего, согласится перенести беседу Если звонящий не согласен ждать, значит, вы имеете дело с чрезвычайной ситуацией и придется ею заняться. • Тем. кто известен своей любовью к пустопорожней болтовне, звоните перед самым обеденным перерывом или в конце рабочего дня Если это невозможно, начинайте разговор со слов У меня очень мало времени, но я хотел бы вам сообщить или Я спешу на встречу, но я хотел бы обсудить с вами Если вы не научитесь справляться с подобными ситуациями, то всегда будете зависеть от других А они вряд ли когда либо позаботятся о ваших интересах.
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О том, как скользить по волне времени, я знаю очень много, но здесь расскажу только о том, как использовать этот прием для того, чтобы стать чемпионом продаж Это управление временем для людей, занятых в торговле, со специальным уклоном для продавцов. Точно так, как вы разделяете на три категории свои цели, разделите на три периода свою нынешнюю жизнь, чтобы как можно эффективнее организовать время. Вам надо исследовать свое вчера, проанализировать свое сегодня, заглянуть в свое завтра Иными словами, пронестись на волне времени. Вот как это делается. Найдите время, чтобы записать, что вы делаете в течение каждого из 168 часов обычной для вас рабочей недели Если вы только начинаете работать над собой, то у вас наверняка имеется множество привычек, приводящих к серьезным потерям времени Выявив эти привычки, вы легко от них избавитесь Старайтесь быть по возможности честным и точным.
Необходимо также в течение минимум 21 дня вести подробный журнал типичного рабочего дня Это поможет вам определить привычки, которые следует искоренить Будет лучше, если в своем расписании вы отведете специальное время на работу с этим журналом. Не делайте слишком подробных записей, иначе на это будет уходить слишком много времени Просто записывайте, на что вы тратили время в течение рабочего дня: например, три часа на выполнение поручений, пять минут на составление соглашения о покупке, полдня раскопок в собственном столе в поисках важного сообщения, которое "еще минуту назад было на месте", и т.д. Через 21 день, закончив заполнение этого журнала, вы с удивлением обнаружите, как много времени потрачено неизвестно на что или на несущественные дела. Мало кто обращает внимание, на что он тратит время. А оно течет сквозь пальцы — как деньги Вы помните, что в начале недели у вас в кошельке было 50 долларов. В пятницу осталось только 7. Куда же девались 43 доллара? Попробуй, вспомни... Со временем происходит совершенно то же самое, если не учитывать его ежедневно, оно уходит в песок. 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Будьте требовательны к себе В течение 21 дня проведите строгий учет времени. После заполнения последнего листа разделите общее время на категории. Отложите записи на три недели, а потом проанализируйте их. Самое главное — будьте честны, записывая каждую минуту, на что бы вы ее ни потратили
Анализируя, вы разбиваете целое на составные части, и это именно то, что вам предстоит сделать со своим сегодня. Если в течение 21 дня вы вели журнал по учету времени, то знаете, как провели последние три недели Вы уже установили, на что тратили время вчера. Теперь вы можете разбить на части свое сегодня, посмотреть, что можно в нем исправить, и собрать его заново в усовершенствованном виде. 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Маленькая подсказка, если при планировании времени исходить из соображений пользы, то эта задача не будет казаться столь уж сложной. Я часто слышу или читаю в письмах: Том, я совершенно не могу спланировать свое время или У меня просто руки до всего не доходят Я неизменно говорю этим людям то, что кто-то сказал мне, когда я только начинал карьеру продавца. Вот эти слова: 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Всегда делай то, что считаешь самым полезным в данный момент. Этому правилу я во многом обязан своей карьерой и своим успехом. Оно также сделало излишними разнообразные дискуссии на тему управления временем. Это правило я в течение более 20 лет повторяю другим, но, боюсь, совет так прост, что многим он может показаться не заслуживающим внимания. Что бы я ни делал, я спрашиваю себя: Является ли это самым полезным из всего, что я могу сделать в данный моменту Ответ на этот вопрос возможен при соблюдении двух простых условий. У вас под рукой должен быть список важных дел и расписание встреч Вы должны знать, сколько стоит ваше время.
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Польза от вашего труда в целом прямо пропорциональна продуктивности каждого часа. Повысьте цену вашего часа, и отдача от вашей деятельности возрастет. Непрестанно задавайте себе простой вопрос: Является ли то, что я делаю в данный момент, самым полезным из всего, что я мог бы делать?
День грядущий
Начиная применять методы эффективного управления временем, не пытайтесь расписать каждую минуту. Очень легко ошибиться, предсказывая время окончания задания. 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Для начала планируйте только 75% всего рабочего дня, обеспечив тем самым время на перерывы, задержки и чрезвычайные ситуации. Научившись планировать рабочий день более точно, можете составлять планы на 90% рабочего дня. Только не пытайтесь дойти до 100%, поскольку при этом вы не оставляете места для непредвиденных ситуаций и можете просто довести себя до нервного срыва, пытаясь выполнить невыполнимое. 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Проявляйте гибкость. В продаже, как и жизни, невозможно оперировать только черным и белым цветом. Существует множество других цветов. Проявляя гибкость, вы сможете удерживать равновесие и двигаться вперед. Не сковывайте себя таким распорядком, который не оставляет времени ни на что, кроме работы. Победители всегда планируют свое время. Чтобы повысить продуктивность и доход, нужно делать это профессионально. Продавцы-чемпионы ценят время клиента, равно как и собственное. Все они ежедневно определяют самые важные цели, назначают высшие и низшие приоритеты. Назначение приоритетов есть важный фактор в управлении временем, и здесь очень важно использовать системный подход. ??? ??????????? Я рекомендую пользоваться блокнотом-органайзером. Такие устройства в большом количестве производят компании Day-Timer, Franklin, Day Runner, TimeDesign, Filofax и др. Некоторые специализируются на выпуске блокнотов специально для продавцов — с графами для путевых заметок, листами для составления диаграмм активности и продуктивности, с полями для записей о встречах, расходах и т.п. Не пожалейте времени на поиск подходящего органайзера. Если вы купите такой, который не годится для вашей работы, то не станете им пользоваться, а это пагубно скажется на самой идее планирования. Выберите время для планирования и присядьте минут на 15 в спокойном месте за стол (или положите на колени "дипломат", если именно там хранится вся нужная информация). В течение нескольких минут просмотрите все неоконченные дела и подумайте, когда сможете их завершить. Я настоятельно советую почаще заглядывать в свой план и вносить в него соответствующие изменения. Кроме того, любую новую информацию нужно записывать немедленно, иначе ее можно просто потерять, в результате чего вы не сможете составить полноценный план. Если придется делать записи буквально на бегу — ничего страшного. Главное, чтобы полезные сведения не проходили мимо вас. ????? ??????????? 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Первого числа каждого месяца берите свою тетрадку с планами и записывайте все, что собираетесь сделать в этом месяце. И не увлекайтесь фантазиями.
Первым делом запишите все общественные мероприятия, в которых необходимо принять участие. Затем отметьте важные даты: дни рождения родных, друзей и клиентов, годовщину собственной свадьбы, если она приходится на этот месяц. Включите сюда также особые события, такие, как участие ребенка в школьном концерте или пикник на работе супруга (супруги). После этого занесите в тетрадь все собрания своей компании, которые необходимо посетить в этом месяце. Затем добавьте все проекты, над которыми работаете, предполагаемые даты их завершения или даты контрольных мероприятий. Если вы работаете над крупным проектом, разбейте его на части, которые будете выполнять еженедельно. Такой метод поможет видеть сдвиги в работе, да и сам проект не будет казаться бесконечным. 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Не перегружайте себя записью каждой мелочи своего рабочего дня. Вы же не роман пишете! Попытки увековечить слишком много подробностей возвращают нас к началу этой главы, где мы обсуждали чрезмерные затраты времени на подготовку того, что никогда не будет работать. Записывайте только ключевые события и важную информацию, которую нельзя забыть.
????? VI ???????????? ???????
Господа, вместо исправления ошибок я предлагаю исправить документацию и назвать все ошибки особенностями программы 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в этой части... Эти короткие главки содержат в сжатой форме основные идеи, с которыми вы ознакомились в этой книге; их полезно читать в свободную минуту.
????? 18 ?????? ????? ??????? ??????, ??????????? ?????? ?????????
Чего скрывать, каждый из нас ошибается. И вполне естественно ожидать ошибок, если вы начинаете новое для себя дело. Цель данной главы — рассказать о десяти самых распространенных ошибках, которые совершали ваши предшественники; воспользуйтесь их опытом, и вам проще будет освоить профессию продавца. ?????? 1. ??????????? ???????? ?????? ???????? 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Чаще всего единственное, что связывает промышленность и бизнес с конечным потребителем, — это продавцы, а единственное назначение продавцов — чтобы они продавали товары или услуги. Эта сентенция может показаться довольно примитивной. Но присмотревшись поближе к большинству современных мелких компаний, мы увидим, что нелегко найти продавца, который смог бы рассказать о своих методах продажи и о том, что он делает для их совершенствования. Возможно, он даже не в состоянии описать своего идеального клиента. Очень трудно определить, почему клиенты покупают или не покупают ваши товар или услуги; но, если вы продавец, то должны научиться этому. Профессионально учиться продаже — это не значить учиться быть напористым или агрессивным. Если преподаватель учит будущих продавцов напористости и агрессивности, он просто некомпетентен. Профессиональные продавцы — спокойные, услужливые и общительные люди.
?????? 2. ?????, ??? ??? ?????????? ???? ????? 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Очень плохо, если клиентов обслуживают некомпетентные или плохо обученные продавцы. Если ваши служащие не готовы продавать ваш товар и обслуживать клиентов, которые к вам обращаются, то считайте, что затраченные на рекламу деньги вы просто выбросили на ветер. То же самое относится к продавцам-дистрибьюторам. Если вы не удовлетворены уровнем своего мастерства или объемом продаж, то должны понять, что существуют способы улучшить положение. Признавать это и не предпринимать ничего для улучшения ситуации — просто глупо. 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Продавцами не рождаются. Это умение, приобрести и развить которое может каждый, если захочет и приложит соответствующие условия. Начните с наблюдения за тем, как ведут себя другие в ситуациях, связанных с продажей. Задумайтесь, почему одни умеют убеждать, а другие — нет. Вы обнаружите, что недостатки вьывить очень легко. Если продавец плох, то сразу бросается в глаза его непрофессионализм, навязчивость, неумение вести беседу и плохое знание товара.
?????? 3. ????? ????????, ???? ??????? Распространено мнение, что для того, чтобы убедить, нужно как можно больше говорить. Посредственный продавец думает, что, если он расскажет о товаре достаточно много, то клиент не сможет не купить его. На самом деле все наоборот. Что касается хороших продавцов, то они получаются скорее из интровертов, чем экстравертов. Хороший продавец подобен опытному детективу, он задает вопросы, делает записи и внимает как словам клиента, так и языку его жестов. В большинстве случаев люди, любящие поговорить, стремятся навязать стиль и тему беседы; они обычно агрессивны и чересчур напористы. В профессиональное обучение продаже входит, прежде всего, техника постановки вопросов и умение слушать. Завершение продажи обеспечивается не бесконечным потоком слов, а умением задать правильный вопрос. Продавец, умеющий задавать вопросы, подводит покупателя к покупке. Но не подталкивает. ?????? 4. ?????, ???????? ?? ??? ??? ???? ?????? Рассказывая клиенту о товаре или услуге, вы рисуете в его мозгу картину. Несколько неудачных слов могут испортить все дело. Как вы думаете, сколько встреч продавцов с клиентами происходит во всем мире ежедневно? Сколько продавцов стремятся завоевать расположение и терпят неудачу только из-за того, что подбирают неверные слова? Неправильно подобранные слова создают в воображении клиентов отрицательные образы, дают повод для отказа от сделки. ?????? 5. ?? ?????, ????? ????????? ??????? С клиентами, уходящими без товара или услуги, необученные продавцы расстаются обычно без сожаления, объясняя это тем, что покупатели, мол, "зашли просто посмотреть", "придут еще" и прочими причинами, за которыми непрофессионал всегда пытается скрыть свою неспособность обслужить клиента. Профессиональный же продавец смотрит на таких клиентов как на несостоявшуюся продажу. 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Вы предлагаете клиенту принять решение в тот момент, когда замечаете соответствующие сигналы. Покупательские сигналы таковы: клиент начинает задавать больше вопросов; проявляет склонность к приобретению товара, говоря, например: Да, пожалуй, этот оригинал Ван-Гога действительно украсит гостиную. Ключевым здесь является глагол будущего времени украсит вместо сослагательного наклонения (мог бы). К покупательским сигналам можно отнести также интерес к подробностям, желание посмотреть инструкцию по обращению с товаром и вопросы о финансовых аспектах сделки. Если вы замечаете такие знаки, то да — за ближайшим поворотом. ?????? 6. ???????? ????????? ??????? Иногда все, что вам надо сделать, — это спросить. Если клиент спрашивает: А нет ли красного цвета?, а вы отвечаете: Пожалуй, есть, — то чего вы добьетесь? Ничего. Гораздо лучше вместо этого задать вопрос: Если я найду красного цвета, вы заберете сегодня или вам прислать ? Или: Позвольте, я посмотрю перечень цветов. Кстати, вам его завернуть как подарок?
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Иными словами, вопросы надо задавать таким образом, чтобы вовлекать клиента в ситуацию, когда он должен сделать покупку.
?????? 7. ?????????? ??????????? Если вы пытаетесь убедить другого человека согласиться с вашей точкой зрения, купить ваш товар или принять ваше обслуживание, то сначала вам необходимо убедить его в том, что вы действуете в его интересах, а не в своих. Постарайтесь скрыть алчный блеск в своих глазах. Никогда не позволяйте жадности взять верх и помешать вам действовать в интересах клиента. Если вы искренне не верите, что ваше предложение выгодно клиенту, и все же уговариваете его купить, произойдет одно из двух. 1. Клиент заметит вашу неискренность, прекратит сотрудничать с вами и поделится минимум с 11-ю знакомыми своим ужасным опытом, чем навсегда погубит вашу репутацию. 2. Если вы уговариваете клиента приобрести ваш товар, прекрасно зная, что товар ему не подходит, то вы всего лишь плут и, надо надеяться, клиент примет все меры для того, чтобы вы были за это наказаны. Прежде всего и превыше всего для продавца-профессионала должно быть стремление услужить другим и помочь им получить то, что принесет им несомненную выгоду. ?????? 8. ?????????? ???????? ? ??????? Если во время демонстрации товара вы торопитесь, пропускаете подробности и игнорируете важные вещи, то подвергаете свою карьеру серьезной угрозе. Потерянные или не по адресу направленные заказы, ошибки в письмах, забытые даты встреч или доставки — все это подрывает доверие к вам. Это ставит под сомнение компетентность, которой так дорожат профессионалы. Если у клиента не возникает впечатления, что вы делаете для него все, что можете, то он найдет другого продавца, который это сделает, — может быть, в вашей же компании. И правильно: если можно получить лучшее, кто же согласится на худшее? ?????? 9. ????????? ???? ???? Если бы вы составили график, отражающий вашу деятельность, работоспособность, производительность и количество демонстраций товара, закончившихся продажей, то как бы он выглядел? У большинства людей есть циклы спада и роста активности. Если вы проанализируете свои циклы, то заметите, что спад начинается задолго до того, как вы почувствуете его результат. Значит, можно подготовиться к нему и распланировать свою деятельность так, чтобы ваше состояние не отразилось на работе. Чтобы восстановиться после спада, требуются усилия — физические и психологические. Следите за своим состоянием и не позволяйте себе думать, что спад — это навсегда. ?????? 10. ???????? ????? 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Если кто-то отказывается от ваших товара, услуги или идеи в пользу другого продавца, то причина в вашей недостаточной активности и в том, что другой продавец уделил клиенту больше внимания. Этот другой общается с клиентом регулярно. Он дает клиенту почувствовать его значимость. Чтобы удержать клиента, от вас требуется совсем немного, — всего лишь несколько звонков или писем. Так не позволяйте лени взять верх, иначе вы растеряете всю клиентуру!
????? 19 / ?????? ???????? ????????? ??????? ????? ? ????? ??????
Достигнув определенного уровня профессионализма, вы замечаете, что продаете больше Это — кульминация Вы научились определять людей, с которыми легче всего находите общий язык Вы оцениваете их быстро и точно Вы распознаете сигналы покупателя и, что самое важное, вам все это нравится. Ниже даны десять способов начать переход к этому приятному уровню профессионализма. 1. Готовьтесь Готовьтесь как психологически, так и физически к трудностям, связанным с убеждением других Одевайтесь соответственно Позаботьтесь о своем внешнем виде. Выбросьте из головы все, что не нужно для беседы с клиентом Просмотрите свои записи и другую информацию, которая может понадобиться при общении с клиентами в ближайшее время Всегда выполняйте домашнее задание — это поможет вам добиться успеха 2. Производите хорошее впечатление при первой же встрече 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Немного найдется оптимистических историй о продавцах, которым удалось преодолеть плохое первоначальное впечатление и добиться совершения сделки (или убедить того, кто принимает решения, в своей правоте) С самого начала старайтесь завоевать доверие, добивайтесь взаимопонимания при первой же встрече — это начало долгого пути к победе. 3. Быстро определяйте, можете ли помочь клиенту Несколько простых вопросов помогут быстро определить, годится ли человек, с которым вы разговариваете, для покупки вашего товара Экономьте силы и время, продолжая общение только с теми, кто сможет принять ваше предложение Кроме того, сразу же определяя намерения клиента, вы демонстрируете ему свою вежливость, поскольку не отнимаете его время, предлагая ненужную информацию. 4. Не сокращайте время демонстрации продукта 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Никогда не спешите продать Ваша торопливость есть проявление неуважения к клиенту, и он это почувствует. А это значит, что вы наверняка потеряете все, чего успели добиться Проводя каждую встречу так, как будто в данный момент это самое важное дело вашей жизни, вы даете понять клиенту, что искренне интересуетесь его потребностями и что он для вас важен Обычно собеседник демонстрирует вам те чувства, которых вы ждете, — поэтому смотрите на каждого клиента как на самого важного в вашей жизни человека и относитесь к нему с должным уважением. 5. Внимательно выслушивайте сомнения и возражения
Если клиент высказывает сомнения, не пропускайте их мимо ушей Остановитесь Обдумайте его слова и решите, что сказать или сделать в ответ Затем осторожно и не торопясь обсудите с ним вопросы, которые его беспокоят 6. Проверяйте все Ваша невнимательность может стоить вам сил, времени и денег. Несостоявшаяся встреча или не сделанный вовремя телефонный звонок способны в одну минуту разрушить то, что создавалось месяцами. Беспечность отражается на доходах, ведь за неправильно оформленные или доставленные не по адресу заказы вам придется платить неустойки. Не пожалейте нескольких минут на проверку (и перепроверку) всех пунктов своего плана, и ваши шансы на успех повысятся 7. Спрашивайте о решении 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Вы ничего не потеряете, попросив клиента принять решение Если он еще не готов к этому, и это все, что вы узнали из его ответа, — ничего страшного, продолжайте работать. Но если он готов, а вы его не попросили сделать покупку — вы потеряли все Если вы искренне верите в пользу того, что делаете, то вам нетрудно сделать первый шаг и прямо предложить клиенту потратить свое время, деньги, силы на вас или ваш товар Колебание здесь может быть расценено как неуверенность в вашем продукте — а это недопустимо 8. Рассказывайте о других 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Мало кому хочется быть подопытным кроликом. Клиент не хочет испытывать ваш продукт на себе Он хочет знать, что до него это уже попробовал кто-то другой. Рассказав клиенту об опыте других покупателей — тех, кто купил ваш товар, пользуется вашими услугами или участвует в том же проекте, — вы предоставляете ему возможность стать таким же, как другие. Клиент "сориентируется на местности" и поймет, что перед ним земля обетованная и он тут не один. При этом вы не только преодолеете его сомнения, но и завоюете доверие, особенно если в качестве примеров будут фигурировать известные и преуспевающие люди 9. Постоянно работайте над собой Люди, добившиеся самого большого успеха в мире, не перестают работать Я не хочу сказать, что вам надо стать трудоголиком, но даже в то время, когда вы нежитесь на Багамских островах во время заслуженного отдыха, думайте о новых планах, новых идеях и о людях, с которыми предстоит завязать отношения Прекрасные идеи придут к вам только тогда, когда вы будете жить и дышать своей работой Вы всегда должны быть настроены на самую полезную информацию 10. Будьте рекламой своего продукта 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Если вы верите в то, что делаете, то сами должны стать частью этого Если вы продаете "форды", то никто не должен видеть вас за рулем "шевроле" Если вы продаете домашние системы безопасности, установите одну из них у себя дома Если вы предлагаете выполнение графических работ, ваши визитные карточки должны быть образцом совершенства. Если вы сможете говорить о своем личном опыте использования своего товара, услуги или идеи, то завоюете значительно больше покупателей
????? 20 ?????? ???????? ??????? ????????? ??????? с у ели вам просто интересно узнать о работе и достижениях продавцов-\^ профессионалов высокого класса, то достаточно просмотреть эту книгу. Если же вы сами хотите достичь такого же уровня мастерства, если стремитесь изучить методы продажи и заложить прочную основу полезных привычек, на которой и построить успешную карьеру, то придется потрудиться. Для начала сделайте Умение продавать для "чайников " своей настольной книгой В этой главе представлены десять заповедей продавца, действенность которых проверена временем. Считайте эту главу кратким руководством по совершенствованию мастерства продажи. ??? 1. ????????? ????????????? ??????? Любое новое занятие начинайте с формирования положительных установок. Побольше энтузиазма! Успех от овладения методами, описанными в этой книге, прямо пропорционален времени, которое вы затратите на обучение и практические занятия. Результатом учебы будет рост ваших доходов: чем больше знаний, тем выше гонорары. Если этот совет кажется вам банальным, давайте разобьем его на три более конкретных, — они помогут сделать ваш подход более продуктивным. Найдите для себя подходящую среду обучения Определите, где и как вам проще всего сосредоточиться на учебе. Для кого-то подходящим местом является комната, где вся семья смотрит вечером футбол, другим для занятий нужны тишина и стул пожестче. Ваши личные привычки не играют решающей роли; но если вы намерены серьезно учиться и осваивать методы продажи, описанные в этой книге, то большую часть своего свободного времени придется посвятить учебе. Выберите подходящий темп Темп учебы — еще один очень важный фактор. Кому-то лучше читать понсмногу, а затем тщательно обдумывать прочитанное. Кто-то предпочитает получать большой объем информации сразу, чтобы можно было видеть общую картину и полностью понять концепцию. | ^ Старайтесь нс отвлекаться Выделите для учебы определенное время и попросите родных и друзей не отвлекать вас, когда вы занимаетесь. Пейджер желательно выключить, а телефон поставить на автоответчик.
i Если ваша способность концентрироваться не превышает среднего * уровня, то вам потребуется от 8 до 10 минут, чтобы вновь сосредото- i читься на учебе после того, как вас прервали Вот почему так трудно !'" учиться, если все время отвлекают. Лучше заниматься 30 минут не прерывно, чем 1 час с тремя-четырьмя "переменами". j Если у вас нет возможности надолго уединяться, организуйте время | учебы в виде нескольких "уроков" в разное время дня. Выберите наиболее подходящий для себя режим учебы и неукоснительно соблюдайте его — это способствует более качественному усвоению материала и выработке положительных эмоций, связанных с получением знаний Режим поможет вам избежать перенапряжения, и обучение пойдет быстрее ??? 2. ?? ?????????????? ?????????? ????? После того как вы прочтете эту книгу и станете изучать продажу с помощью других методов, вы научитесь по-своему применять стандартные приемы. Я не ставлю себе целью вывести типичный образ продавца, заставляя всех, кто читает эту книгу, произносить одни и те же слова и использовать одни и те же методы в ущерб собственной индивидуальности Если вы возьмете из этой книги идеи, до которых не додумались сами, и соедините со своим личным опытом, то создадите собственный стиль работы. Ваша задача — по-своему интерпретировать предлагаемые здесь приемы, это позволит вам держаться во время встречи с клиентами естественно и подходить ко всем мероприятиям творчески Не торопите события, иначе вы рискуете преждевременно утратить оптимизм. Не рассчитывайте только на победы. Не обманывайте себя, честно признавайте собственную вину, когда недостаток знаний или неправильное применение методов продажи не позволили вам достичь максимального результата Знайте свои пределы, но избегайте искусственного самоограничения. Делайте все, что считаете нужным, делайте это как можно лучше и все время ищите способы повысить уровень своего мастерства ??? 3. ????????? ??????????, ????????? ????????? Когда дела идут плохо, вполне естественно желание "вернуть все, как было раньше", особенно если при использовании старых методов у вас были кое-какие успехи Никто никогда не обещал, что перемены будут безболезненными (или я не прав9). Подумайте о том, через что приходится пройти бедной гусенице, прежде чем она станет бабочкой Если из-за перемен у вас возникли серьезные трудности, значит, следует работать еще усерднее К тому же всем известно приобрести новые привычки легче, чем изменить старые. 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Чтобы перемены не были слишком болезненны, попробуйте менять не все сразу, а постепенно. Независимо от того, сколько у вас работы, попытка изменить все разом запутает и собьет вас с толку Одновременное изменение всех своих профессиональных приемов можно сравнить с попыткой (довольно глупой) начать новую жизнь с завтрашнего дня: сесть на диету, делать зарядку и бросить курить Нелегкая задача — и мы знаем, чем это обычно кончается Можно добиться гораздо более высоких результатов, если начать с изменения только двух каких-либо аспектов (которые с максимальной вероятностью позволят существенно увеличить объем продажи), и работать над ними до тех пор, пока они не превратятся в часть вашего стиля После этого начинайте менять что-нибудь еще.
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В течение "переходного периода" вы (скорее всего) будете испытывать ощущение неловкости и неуверенности. Не боитесь этого. Иногда даже в привычной работе могут происходить сбои. Это тоже не страшно. Вы — как необработанный алмаз. Огранка, шлифовка, хорошая оправа — и вы всех затмите своим блеском. Если не воспринимать советы, изложенные в этой книге, как догму, и гибко приспосабливать их к своим привычкам и условиям, то все изменения, необходимые для успешной карьеры продавца, пройдут безболезненно. ??? 4. ???????????, ?????????? ? ?????????? ?????????? ???? ????? ?????? Усвоив новые методы продажи, внедряйте их в жизнь. Сначала хорошо порепетировать в одиночестве. Когда в ваших словах и жестах появится уверенность, переходите к испытаниям на родных, друзьях или коллегах, которые могут дать ценные советы. Если человек, которого вы уважаете, делает замечание, не отмахивайтесь! И наоборот, советы тех, чьему мнению вы не доверяете, пропускайте мимо ушей. Безответственные критические замечания только вселяют пессимизм и сбивают с избранного пути. После многократных репетиций, когда вы хорошенько запомните все нужные слова, наступает час премьеры. Это трудный момент — продемонстрировать новые приемы продажи незнакомцам, которые могут заметить ваше волнение, дрожащие руки и недостаток лоска. Ничего страшного! Каждый когда-то делал что-то в первый раз. Не стесняйтесь быть новичком и помните: родиться глупым не стыдно, стыдно глупым помереть. Поэтому повторяйте себе три правила новичка и знайте: настанет день, и вы с улыбкой будете вспоминать свой дебют. Итак, что должен повторять себе новичок. 1. У меня масса возможностей для совершенства методов продажи. 2. Оглядываясь назад, я акцентирую внимание на достижениях, а не на провалах; я радуюсь каждый раз, когда все получается так, как нужно. 3. Я сохраню энтузиазм новобранца, даже когда стану профессионалом. 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Запомните: очень важно не лгать себе и беспристрастно оценивать свои успехи в применении новых знаний. Смотрите на себя критически, но отличайте нормальную самокритику от самоедства. О том, как и что критиковать в себе, вы задумаетесь только тогда, когда после применения новых знаний добьетесь заметного увеличения объема продаж. ??? 5. ?????????? ???? ????? Запомнив понятия и термины — порой приходится заучивать их наизусть, — постарайтесь облечь их в такую форму, чтобы они отражали вашу индивидуальность. Подумайте о том, как произносить эти слова, и о том, как подавать себя —как стоять, сидеть, двигаться во время разговора. Чтобы не терять естественности, применяйте все накопленные знания, пользуйтесь привычными оборотами речи и жестами. И побольше юмора — не надо думать, что, раз вы движетесь к успеху, нельзя посмеяться над собой. 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Самая большая ошибка, которую вы можете совершить, — это заучивать фразы, а затем, в случае возникновения затруднений, повторять их как попугай. Первое, о чем надо помнить при продаже, — это быть самим собой и не терять индивидуальности. Но вам вряд ли это удастся, если вы не сделаете новые приемы абсолютно своими, если не подберете к ним свои собственные слова и жесты. Нет ничего хуже, чем вызвать у клиента ощущение, что ваше поведение — набор клише, которые вы механически используете во всех случаях.
??? 6. ?????? ????????????????? Это, пожалуй, самый полезный совет, какой только вы можете получить. Если вы жаждете финансовой и личной свободы, которую может обеспечить успешная карьера продавца, вы все время должны стремиться сделать чуть больше, чем запланировано. Здесь главное — самодисциплина и сознательность. Принимайте на себя ответственность за каждый свой поступок. Тогда вы созреете для успеха. Одна из самых больших опасностей, подстерегающих вас на пути к цели, — это снижение темпа. Всегда существует соблазн почить на лаврах, когда чувствуешь, что чего-то добился. Сбрасывать скорость, добившись первых успехов, — опасная ошибка. Именно потому, что вы уже почувствовали вкус успеха, вам нельзя тормозить и возвращаться к старым методам, которые мешали вашей карьере. ??? 7. ?????????? ?????????? ????? Оценить результаты, которых вы достигли благодаря новым методам, нелегко, если не знать своих показателей до начала учебы. Конечно, вы и так чувствуете, как идут дела, но чувствам не всегда можно доверять. Например, если вы не уверены в себе, то склонны недооценивать свою работу. В такие моменты успех уходит, и испытываемые вами отрицательные ощущения становятся опасным фактором. Другая опасность — излишний оптимизм, который позволяет подчас списывать неудачи на объективные причины и игнорировать необходимость самосовершенствования. 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Оценивая результаты учебы, не сравнивайте свои успехи с успехами других людей. Даже если другой продавец прошел ту же подготовку и читал те же книги, что и вы, каждый учится по-своему. Некоторые обучаются быстрее других, но быстро и забывают, чему научились. Другие учатся медленно и кажутся отстающими, но у них просто другой темп; зато они ничего не забывают и с большей отдачей будут использовать результаты обучения. ??? 8. ???????????? ? ????????????? Здесь мало просто понимать, что делается правильно, а что нет.
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Когда я говорю "отслеживайте свои действия", то имею в виду, что вы должны вести журнал достижений. Подробное описание успешных торговых операций позволяет не только следить за результатами своей деятельности. Это отличный способ освежить в памяти положительный опыт продаж и сохранить энтузиазм. Так что обращайтесь к своим записям в трудные минуты. Вы будете поражены тем, каким мощным стимулом станет для вас этот журнал! Просматривая свои записи, сравнивайте свои действия в случае успешных сделок с тем, что вы делали, когда вас постигла неудача. Такое сравнение поможет выявить причины провалов. Сравнивая неудачный опыт с успешным, вы сами увидите, что было упущено, чему вы не уделили достаточно внимания и почему вам не удалось убедить клиента в ценности вашего предложения. Когда случаются провалы, подумайте, что нужно изменить в стиле демонстрации продукта или в методах продажи. Отличный способ сделать это — записать все свои успехи и составить из них. модель успешной продажи. Обдумав все, что нужно для улучшения работы, переходите к следующему шагу: начните применять теорию на практике.
Отслеживая и корректируя свои приемы и методы, вы повышаете свой коэффициент продаж. Но будьте объективны и последовательны в оценке своих действий. Не стоит задумываться над своим опытом продаж один раз в год только для того, чтобы дать смелые обещания все изменить в неопределенном будущем. Будьте изобретательны в поиске совершенства и ставьте перед собой конкретные цели. ??? 9. ?????????? ????? ?? ?????? ???????? ??????? Можно заметить массу неожиданных ситуаций, связанных с продажей, если только держать глаза и уши открытыми. Очень скоро вы станете видеть возможность продажи на каждом шагу. Вы будете не только в любой момент готовы к продаже, но и станете оценивать навыки продажи, проявляемые другими в обычных жизненных ситуациях. Если вам доведется столкнуться с хорошей работой продавца, запишите в свой журнал особенности его методики. Если вам продаст что-либо настоящий мастер, сделайте запись о его превосходной работе. Анализируйте ситуацию и с точки зрения клиента; это поможет вам по-настоящему оценить работу специалиста. Чтобы видеть ситуации продажи, происходящие на каждом шагу, нужно смотреть, слушать и анализировать. Конечно, легче наблюдать, не являясь участником продажи. В этом случае вы являетесь объективным свидетелем и можете заметить применение знакомых методов. К тому же у вас будет возможность оценить действия как продавца, так и покупателя; наблюдать реакцию продавца на применение известных вам приемов. Великолепная возможность! Ситуация продажи — это всегда творчество. Не попадайтесь в ловушку стереотипного мышления или шаблонной оценки ситуации. Проявляя гибкость, вы добьетесь большего. Учитесь на ошибках, — по возможности, на чужих, а не на своих. Чтобы чей-то опыт положительно повлиял на вашу карьеру продавца, он не обязательно должен быть положительным. Иногда уроки поражений дают больший эффект, чем те, где все проходит ровно и гладко. 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Научитесь извлекать уроки из любой ситуации. Когда ваши дети пытаются продать вам идею вечеринки с ночевкой у друзей, оцените их методы продажи. Если супруга уговаривает вас купить какую-то безделушку, слушайте внимательно, и вы получите урок, который принесет денег больше, чем вы потратите на ненужную вещицу. Если соседи не сумели продать вам идею совместного строительства забора, попробуйте определить, что они сделали не так. Извлекайте уроки из любой ситуации продажи, как бы она ни была необычна. ??? 10. ?????????? ??????????? ??????????? ??????? Рассматривайте каждый метод, которому учит вас эта книга, как звено в цепи успеха. Если вы не будете укреплять каждое слабое звено, то цепь вашей карьеры не выдержит веса, который должна удержать, чтобы поднять вас на чемпионский уровень. 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Если вы прочли всю книгу Умение продавать для "чайников", но еще не поняли, чему вы научились, перечитайте отдельные разделы, отмечая то, что показалось особенно интересным. Перечитывая повторно, обязательно обращайте внимание на советы. И не забывайте, что эта книга — справочное пособие. Она в любой момент напомнит вам об усвоенных уроках продажи, которые пригодятся вам не только в профессиональной, но и в личной жизни. Я уверен: если вы решите применить знания, которые почерпнули из этой книги, то добьетесь любой из поставленных перед собой целей. Неплохая перспектива, не правда ли?
????? 21 ?????? ???????? ?? ???? ? ????????????????
<77 ff рофессионал — это человек, посвятивший себя избранному делу, неважно, в ^ С^ какой области. Профессионал — антипод дилетанта. Кроме того, профессионал больше зарабатывает. Есть ли между этими утверждениями какая-то связь? Безусловно. В ситуациях, связанных с продажей, огромную роль играет то, в каком качестве вы выступаете. От этого зависит внимание, которое будут уделять вам и вашим словам. Увлеченный своим делом профессионал вызывает больше уважения, чем случайный любитель. Всегда. ??? 1. ??????? ? ????????? ? ???? Вы профессионал? Если да, то не скрывайте этого. Если вам не сопутствует тот успех, на который вы рассчитывали, возможно, причина в том, что вы еще не избавились от психологии любителя и позволяете себе высказывания вроде "сойдет и так", "подумаешь!", "мне что, больше всех надо?". ??? 2. ??????? ??? Удовлетворены ли вы по-настоящему своим внешним видом? Окружающим должно быть заметно, что вы следите за собой. Хороший костюм9 Непременно' А как насчет здоровья? Держите себя в форме' Выглядите как профессионал, как человек, серьезно относящийся к своему делу. 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Как вы знаете, по одежке встречают... Как вы выглядите, так к вам и относятся, — грустно, но что делать. Но по отношению к клиентам вы не должны руководствоваться этим принципом. Кто знает — легкомысленный юнец, явившийся на встречу с вами в майке и шортах, может оказаться клиентом вашей мечты. И лотом, провожают все-таки по уму. ??? 3. ???????? ????????? Ваши клиенты и заказчики связывают финансовый успех с достатком. Банки, впрочем, тоже. Вы знаете, что большинство банков не выдаст ссуды человеку, который действительно нуждается в деньгах, зато с удовольствием предоставит эти деньги богачу, у которого и так денег куры не клюют. Поэтому неустанно заботьтесь о своей репутации Есть ли у вас офис (пусть даже вы снимаете номер в отеле)? Если вы работаете дома, то для встреч с клиентами и демонстраций товара следует арендовать конференц-зал, а не устраивать эти мероприятия у себя в столовой. И потом, возникает ли у окружающих впечатление вашего устойчивого финансового положения при виде вашего дома или машины?
??? 4. ???????????????? В глазах клиентов вы должны быть воплощением организованности и порядка Организованность исключает опоздания на работу и проявляется в порядке на рабочем столе, в знании ответов на вопросы, в контроле за исполнением заказа. Человек, обладающий этими качествами, достоин уважения. Если вы скажете "Извините, никак не могу найти этих данных, я перезвоню вам, как только найду их", — то наверняка потеряете клиента, потому что произведете впечатление человека, на которого нельзя положиться. ??? 5. ???????? ??? ???????????? 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Никогда не говорите как торговец. Избегайте аббревиатур и профессионального жаргона Злоупотребление аббревиатурами и непонятными терминами лишает клиента возможности участвовать в разговоре. Если вы считаете, что множество непонятных словечек делает вас экспертом в глазах окружающих, то ошибаетесь Настоящий специалист может объяснить самые сложные технологические процессы простым и понятным языком. Поэтому помогайте неуверенному в себе клиенту тактичными наводящими вопросами Тщательно подбирайте слова. И, планируя демонстрацию товара, не забывайте ставить себя на место клиента ??? 6. ??????? ?? ?????????? Торговля — сфера, подверженная частым изменениям Следите за ними и своевременно корректируйте свои действия Навязчивые продавцы не в моде Уходят в прошлое времена, когда некомпетентность сходила с рук. Клиенты хотят, чтобы их обслуживали как можно лучше, и в качестве благодарности охотно рекомендуют вас своим знакомым Постоянно уделяйте время изучению новых методов и совершенствованию тех, которые имеются в вашем арсенале ??? 7. ? ????????? ?????????? ? ???????? У них те же трудности, что и у вас. Так же, как и вы, они заслуживают похвалы и признания, когда добиваются успеха, или помощи и доброго слова, если их постигла неудача Когда команда становится сильнее, выигрывают все. ??? 8. ?? ????????? ? ????? ? ??????? Поддерживайте с ними теплые ровные отношения Уделяйте время семье и общественным обязанностям. Тогда к вам с пониманием будут относиться в тех случаях, когда неотложные дела допоздна задерживают вас на работе или заставляют отлучаться в выходные ??? 9. ????????? ? ?????? Вокруг вас буквально тысячи людей, которые требуют и заслуживают самого качественного обслуживания, какое вы только в состоянии предложить Распространяйте информацию о своей деятельности. Не стоит умалчивать о своих возможностях и квалификации Если вы утаите от людей все эти сведения, они могут остаться без того, в чем действительно нуждаются ??? 10. ????????? - ???? ????? 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Чем бы вы ни занимались, всегда есть возможность схитрить или обмануть. Однако профессионал знает, что один неудовлетворенный клиент может стоить ему нескольких несостоявшихся сделок в будущем. Профессионал знает, как важно опираться только на факты Утаивание информации и возможных проблем, уловки, отговорки, обвинения в чужой адрес — эти методы недопустимы, если вы дорожите своей репутацией. Пользуйтесь только проверенными фактами — и вы не будете продавать дважды. Ця^ТЧ. VI В<зщитЛРПМЫ9 ДвСвТКИ
????? 22 ???????? ???????? ???????? ?????????????
Людей, которые более других преуспели в искусстве убеждать или умении продавать, отличают десять особенностей Просмотрите список этих качеств и определите, какие из них можно отнести к вам. Если какие-то из качеств отсутствуют в вашем характере, подумайте, как обрести их, чтобы чаще слышать в жизни да 1. Вас сжигает желание кому-то что-то доказать У каждого из нас своя причина стремиться к успеху Мною двигало желание утвердиться в своих глазах и в глазах родителей Я проучился в колледже всего три месяца и ушел оттуда, когда понял, что формальное образование — не для меня Мои родители возлагали на меня большие надежды и были ужасно расстроены таким поступком. Тем не менее отец нашел в себе силы сказать. "Мы с матерью всегда будем любить тебя, даже если ты ничего и не добьешься в жизни". Эти слова все во мне перевернули и пробудили желание стать самым лучшим. 2. Вы — заинтересованный интроверт 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Вы искренне интересуетесь другими людьми и от души желаете сделать их жизнь лучше. Вы умеете вести разговор, вызывать у человека ощущение собственной значимости и разбираетесь в людях. 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3. Ваши походка, речь и манеры вызывают уважение и доверие У вас хорошая осанка Вы умеете носить одежду Ваши речь и жесты свидетельствуют о компетентности и профессионализме 4. Ваши самолюбие и жажда успеха не мешают испытывать искреннюю симпатию к людям, которых вы обслуживаете Вы от души желаете добра людям, с которыми вас сталкивает ваша профессия, благодаря чему умеете создать атмосферу доверия и открытости Вам легко работать не только с клиентами, но и со своими друзьями, родственниками и знакомыми
5. Вы все время помните о стоящих перед вами целях 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Вы уже определили, чего хотите и когда намерены этого достичь Точно зная, каким будет ваше будущее, вы спокойно и целеустремленно продвигаетесь к нему, добиваясь каждый день конкретных результатов. 6. Вы составляете расписание на день и строго следуете ему Наличие точного плана действий позволяет более эффективно распределять время и рассчитывать силы Вы полагаетесь на научные системы планирования и умеете организовать работу так, что ни одна минута не пропадает впустую 7. Вы живете настоящим и не теряете присутствия духа в моменты кризиса Вы знаете, что прошлое не изменить, а в будущее не заглянуть Поэтому живею настоящим, делая все, чтобы каждый день был прожит не зря 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8. Вы никогда не жалуетесь на жизнь и избегаете зависти, сплетен, злобы и пессимизма Вы не растрачиваете энергию на отрицательные эмоции и не позволяете им сбить вас с избранного пути 9. Ваш принцип: "любить людей и использовать деньги", но не "любить деньги и использовать людей" Вы помните о том, что, с одной стороны, деньги нужно тратить так, чтобы они приносили доход, а с другой — что умение продавать есть искусство общения с людьми Вы тратите деньги на то, что приносит пользу в первую очередь людям, которых вы обслуживаете 10. Вы всегда вкладываете деньги в то, что приносит наибольший доход, — в знания Поздравляю' Раз вы читаете эти строки, значит, усвоили этот принцип Поставьте себе целью никогда не прекращать учебу Вы не будете скучать и добьетесь успехов в деле, которому посвятили свою жизнь'
Оглавление ????? I. ?????? ????????? 11 Глава 1. Чтобы продавать, не надо стоять за прилавком 12 Продажа — это не всегда то, что вы думаете 12 Чем вам поможет умение продавать 15 Мораль' научись продавать, и многого достигнешь' 27 Глава 2. "Правильные" вопросы - путь к успеху 28 Задавайте вопросы, на которые клиент знает ответ 31 Продажа на уровне личных отношений 32 Проверенные методы постановки вопросов 32 Как с помощью вопросов заставить собеседника сказать "да" 35 Глава 3. Все дело в отношении - превратите продажу в хобби 37 Как молоко превращается в сливки 38 Продажа — да она повсюду 40 Век живи, век учись, или Знание — сила 40 О том, как важно держать глаза и уши открытыми 43 Корень учения горек, зато плод его сладок 44 ????? II. ???????? ??????? ??? ??????? ????????? 45 ????? 4. ??? ???????? ?????, ??????? ????? ??, ??? ???? ? ??? 46 Итак,с кого же начать9 , 46 Десять принципов поиска покупателя 47 Разведка — ваш путь к успеху 55 Откуда же начинать разведку9 55 ????? 5. ???????? ?????? ? ???? ???? ????? ?? ????? 60 Начните с нуля 61 Слишком много информации — это сколько9 61 О важности индивидуального подхода 62 Ваш главный враг — их страхи 65 Знаете ли вы, о чем говорите9 68 Что вы слышите9 72 ????? 6. ?????? ???????? 74 О значении равновесия 74 Важнейшие сведения о продукте 77 В чем моя выгода9 79 И в чем же его выгода9 79 Два проверенных способа разобраться в меняющихся потребностях клиентов 80 ????? 7. ????? - ????? 82 Стук в дверь 82 Азы демонстрации продукта 84 Звездный час вашего продукта 86 Оглавление 205
Лучше один раз увидеть . 87 Сделай сам 88 Демонстрируем продукт 89 Типичные ошибки и как их избежать 89 ????? III. ??? ??????? ????????????! 91 ????? 8. ????????? ??????? 92 Без визита не обойтись 92 Телефон лучший друг или злейший враг9 92 Как разговаривать по телефону с будущим клиентом 93 Продолжайте движение вперед 96 О чем спросить9 97 Как добраться до того, кто принимает решения 98 ????? 9. ???????? ????????? ???????????????? 100 Создайте атмосферу непринужденности ' 100 Лишь несколько секунд 101 Время найти точки соприкосновения 105 ????? 10. ???? ??????? ?????? 108 Вы уверены, что ему нужен ваш товар9 108 Уроки продажи из теледетектива 109 Вам нравится продавать то, что другим нравится покупать 111 Основы оценки клиентов 112 Первый клиент, которого нужно оценить, — вы сами 114 ????? 11. ????? ?????? ??????????? ??? ????????? 118 Когда "нет" означает "может быть" 118 "В другом месте я могу купить дешевле" 121 Вам возражают что делать, а чего не стоит 122 Алгоритм преодоления возражений шесть этапов 124 Клиент, который возражает слишком горячо 126 Глава 12. Достижение окончательного соглашения 127 Иногда нужно просто спросить 127 "Был такой случай . " — отличный способ завершить продажу 128 Вопросы и утверждения, способствующие принятию решения 137 Сочувствие — важный элемент завершения 142 ????? IV. ???????????? ??????? 145 ????? 13. ???? ???????? ??????? - ?????? ??????? 146 Откуда, когда и как возникают клиенты по рекомендации 147 Поиск клиентов по рекомендации в семь этапов 150 Организация встреч с клиентами по рекомендации 152 Всегда ли вам удастся добиться встречи с клиентом по рекомендации9 154 ????? 14. ??????????? ????????? 155 Чего ждет от вас клиент в плане поддержания отношений 155 Четыре эффективных способа поддержания отношения 157 Три способа сделать систему поддержания отношений эффективной 162
206 Оглавление
Часть V. Что делать, если вы терпите поражение 165 Глава 15. Как справляться с неудачами и отказами 166 Шесть мотивов, которые нами движут 167 Чем опасно отсутствие стимулов 170 Средство от неудач рецепт профессионалов 172 Пять подходов к неудаче 173 Глава 16. Цель не дает расслабиться 175 Правильно ставьте цели 175 Каких результатов ждать от процедуры выбора целей 180 Закон предсказуемых последствий 181 ????? 17. ???????????? ??????? ??? ?????? ???????? ?????? 182 Тратить или инвестировать время? 182 Управлять временем или управлять собой9 183 Найдите время для планирования, и у вас не пропадет ни минутки 184 Организация рабочего места экономит время 185 Скольжение по волнам времени 186 ????? VI. ???????????? ??????? 190 ????? 18. ?????? ????? ??????? ??????, ??????????? ?????? ????????? 191 ????? 19. ?????? ???????? ????????? ??????? ????? ? ????? ?????? 194 ????? 20. ?????? ???????? ??????? ????????? ??????? 196 ????? 21. ?????? ???????? ?? ???? ? ???????????????? 201 ????? 22. ???????? ???????? ???????? ????????????? 203
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