Active sales technique. The technique of active sales is the cold weapon of the seller! Effective active sales

Active sales are full-fledged meaningful sales, including:

1. all sales components - sales logistics,
2. search for clients (new niches, segments, groups of clients);
3. a set of measures to promote products and (or) services through the marketing channel.

• work on the analysis of the reasons for hindering the growth of sales, inhibition of the movement of information, money, goods in the marketing channel,
• stimulation of intermediaries of the distribution channel - trade marketing,
• work in conjunction (manufacturer, intermediary, retailer) to stimulate customers with the help of marketing campaigns - sales marketing.

Purpose of active sales- activities to promote goods and (or) services, more precisely, to "push" goods and (or) services through the marketing channel. The result of active sales are: increased demand, increased sales.

Active sales quite labor-intensive, takes a long time and requires a fairly high qualification from the sales staff. Active sales are the basis of work wherever the buyer, counterparty does not have a clearly defined idea about the product (service), or has difficulty in selling it through its own distribution system (distributors). In this case, the identified need, dissatisfaction with the existing situation and the desire to change it, is the basis for active sales. An active seller, based on the results of problem analysis, prepares and implements solutions to stimulate sales, compensate for losses in the distribution channel, and eliminate the causes of inhibition of goods in the distribution channel.

Sales and active sales- different concepts. By sales, I understand the logistics of sales: the planned movement of goods and money; logical distribution, storage of goods; control over the movement of goods and distribution, along with the control of the movement of money, in payment for the goods supplied and (or) the services provided. The purpose of sales is to fulfill the planned indicators of turnover, inventory turnover, receivables, etc. key sales indicators. If a sales agent (sales representative, sales manager, salesperson) performs sales activities in the proper amount, with proper quality, and this is limited, we can talk about the quality of his sales activities and passive sales.

Today there is a common stereotype that active sales -the process of active "steaming" goods, or manipulation. In this case, negligent sellers, without analyzing the situation, “load” the client, bombard him with the maximum amount of information about the product or service, and at the next stage, all this turns into an unjustified increase in receivables, overstocking of warehouses, and so on. Consultants call this the aggressive selling technique, and there are even trainings on how to do it. In this case, the aggressive seller is not at all focused on the personal characteristics, the specifics of the buyer. Ahead is one goal - the possible benefit from a momentary deal. The collective image is a certain traveling salesman who knocks on all doors and, without asking people what they actually need, tries to "shove" their products. He talks a lot and beautifully, but only about his product, and absolutely does not pay attention to who he is in contact with. Until now, many sales managers work this way.

One of the marketing tools of active sales is trade promotion(trade promotion) - a set of incentive marketing tools used to increase and/or accelerate sales of goods, services. What is the difference between, say, advertising and trade promotion? While advertising is aimed at creating a desire among buyers to buy, trade promotion (trade promotion) is aimed at providing the very possibility of such a purchase. Purpose of sales promotion(the goal of active selling in relation to the seller) is to turn an inert and indifferent seller, if not into your adept, then into a decently informed merchant.

The success of any business depends on the ability to communicate with customers and potential buyers. There is a tool for this - active sales. What is it - a set of techniques or a systemic mechanism? How to master the art of active sales and what determines the success of mastering their techniques?

The essence of active sales

Active sales is most often referred to as a complex process associated with the market sale of a product or service: finding a client, determining his needs, creating an attractive offer, negotiating, making a deal and subsequent communication with the client. Their main difference from passive sales is that the latter do not imply access to the buyer - he comes himself.

It is important that the employee of the company involved in the above-described cycle of interaction with the client understands the specifics of his position, knows what active sales are, that this is not just cash and settlement work, but a sequence of deliberate actions aimed at business growth. The ability not to impose is important, namely to sell goods and services - the buyer must feel first of all a partner. Here the manager will need a whole set of personal qualities - the ability to negotiate, find compromises, find common interests with the client and maintain a friendly communication mode.

The subtle art of active sales

Experts believe that the most important qualities of a manager involved in the sale of goods and services are the development of working methods, the willingness to identify which active sales technique is most effective, and also to build a systematic model for their use. So, for example, having successfully used a technique that allowed starting a telephone conversation with a client (in which the interlocutor agrees to take a few minutes to communicate with the manager), you need to be able to interest the buyer, turn him from a potential into a real one.

It is very important, as experts say, to avoid one cunning trick of the interlocutor. Sometimes the client pretends to be very interested in communicating with the manager - this mainly happens when such behavior is prescribed by the corporate "code" of the employing company, which implies the priority of courtesy. The ability to identify such a buyer is a whole art, and one might say - a separate technique of active sales, a separate type of professional manager's toolkit.

How to sell a service?

A business supplies either goods or services to the market. The specifics of interaction with customers and potential buyers when working with both items of sale are different. Many experts believe that it is much more difficult to sell a service, since, as a rule, it is impossible to touch, taste, test and simply admire it as a product. Active sales of services is a type of activity that requires specific professional training. The manager, firstly, must have a real idea of ​​​​the capabilities of his employer and not promise the client what the business cannot provide. Secondly, when selling a service, a specialist must take care of the subsequent word of mouth mechanism - that is, to achieve not a one-time result of work, but to feel further prospects for increasing demand. Thirdly, the manager must be able to somehow compensate for the noted shortcomings in handling services (the fact that they cannot be “felt”).

The best alternative is persuasion, literate and skillful. Another component of success is the ability to tell the truth, the willingness to disclose details about the product or service being sold by an active sales specialist. What brand is it, who makes it, why such a price - the buyer should know about all this.

Frames sell everything

In the process of business growth, there comes a moment when a new division is needed in its structure - an active sales department. It is important for management to choose a competent path to the formation of this part of the company and, most importantly, staffing with qualified personnel. Much depends on the current tasks set for the business and the conditions for their solution.

For example, during the analysis of the situation, the management decided that it was necessary to actively attract new customers. Accordingly, it is necessary to select people with extensive experience in working with “cold calls” in the staff. Another option is that the market has a very low level of brand perception. Hence the task is to focus on repeat sales, so that each of the clients has a permanent association with the goods and services of the company. The main problem in the formation of the staff of sales managers is to determine the number of specialists, the scope of functions and the level of responsibility. Experts recommend that businessmen, on the one hand, start with small amounts of work with small forces, and on the other hand, keep a stack of resumes ready so that if sales go up, call new people.

Profession - manager

Actually, the main character in communicating with the buyer is the manager. Experts identify several qualities of a person necessary to meet this position. Firstly, the manager must have motivation, which depends on the attitude to work, temperament, and the ability to set oneself up positively. Secondly, it is a wide range of personal qualities - maturity, self-confidence, emotional stability, flexibility, the ability to find compromises and solutions in non-standard cases, the ability to negotiate. Thirdly, the manager must have the ability to interest the client in a commercial offer, to know how to bypass the client's attempts to avoid dialogue. Countering objections is the most important professional quality in this vein, since most clients are initially not inclined to start communication with a stranger. The manager must be able to negotiate the most important thing - the price of the product or service being sold.

When the word "no" is part of the job

A manager engaged in active sales is a person who, perhaps more often than people in most other professions, hears objections, denials and other attempts by the interlocutor to avoid a constructive dialogue. The ability to adequately perceive the word "no" is the most important quality of a sales specialist. Experts recommend that novice managers, firstly, treat denials as part of the job, as a norm, and secondly, learn to take such phenomena not too literally. The client often says “no” not because he has unequivocal objections to the purchase of goods and services, sometimes it is a psychological phenomenon that reflects the specific emotions of a person. There are cases when a person who has refused a manager one or more times subsequently becomes a regular client of the company. It is important, experts say, to avoid an automatic mood for a positive answer - this will help the sales specialist to avoid psychological discomfort in cases where the client says “no”.

The best manager is a quiet "scout"

An exceptionally important quality of an active sales manager is the ability to ask questions to the client, to “scout out” the profile of his needs, to identify psychological and personal characteristics. Experts note that a limited percentage of specialists have this ability, and therefore this skill can become a good competitive advantage for a novice “salesperson”. The art of asking the right questions is closely intertwined with the ability to avoid voicing unnecessary phrases.

Therefore, if a manager is naturally talkative, this will certainly help him in his ability to become a “scout”, but it may interfere with building a meaningful, constructive dialogue with the buyer. When communicating with a client, a sales specialist should speak only to the point, revealing what the interlocutor really needs, and, most importantly, be able to listen to the client. It is important to make it clear to the buyer that time-consuming questions are asked for a reason. The buyer should not feel constrained, but on the contrary, he should see what benefits lie in such a phenomenon as active sales. That this is not just an attempt to sell something, but a method of building mutually beneficial relationships.

Learning is light

Mastering the basics of active sales is not only practice, but also theory, a diligent study of various author's methods and materials. Among the sources popular among Russian managers are books (including in audio format), the author of which is Nikolai Rysev.

"Active sales" - this is the name of his works. They are published in several editions, written in a very simple and understandable style. They contain a deep analysis of several dozen strategies for successful sales, there are illustrative examples from practice. This book is a real find for professionals in the field of trade of various specializations. Salespeople, commercial representatives, managers, executives, and even directors of various departments can read it and learn a lot of useful things.

Self-development is the key to success

A manager who has managed to implement a systematic approach to his profession gains access not just to a set of disparate methods - he has in his hands a whole technology of active sales that can be scaled into many areas. Achieving such a status implies, first of all, self-development. It lies in the ability and, most importantly, the desire to learn, to master something new in sales.

If an active sales manager knows how to prioritize these phenomena, then this will allow him not only to improve himself, but also to correctly assess changes in the environment, work with new external factors (for example, if demand for a particular type of product or service has fallen or the target a group of clients for some reason lost its ability to pay). Another important property of a "salesperson" is to know his product, its objective strengths and weaknesses. The client must receive reliable information about the purchased products or services - this is an important condition for a long-term relationship between him and the business.

And you still don’t know about the 8 stages of sales technique, then you should be ashamed.

It is so embarrassing that the study of this article for you should rise to the level of the prayer “Our Father”. But you may have a counter question, why should I know them, if we sold well without them and are still selling? Quite reasonable!

Indeed, why do you need to know them, because you know less - you sleep better. And it will be easier for competitors to sell their products.

What is the strength in, brother?

The power of knowledge, friends. The strength is in understanding what distinguishes first place from second place in a competition. Okay, stop! I went into philosophy.

Let's return to the topic "How to sell well and quickly." To reach a new frontier, you need to use 8 stages of sales. According to the classics, we know of them only five stages of sales (we know, does not mean we understand):

1. Establishing contact;
2. Identification of needs and goals;
3. Presentation;
4. Work with objections;
5. Closing the deal.

For many successful transactions, these 5 main stages are enough, but we, with our clients, always recommend adding three more.

And it's not about quantity, but about quality and increasing the efficiency of transactions. By the way, these steps are very simple, most likely you even use them unconsciously in your work:

1. Upselling;
2. Taking contacts/recommendations.

All these eight stages of customer management are certainly classics in trading. These are the main stages of the sales process.

I did not have the task of surprising you or discovering America. With my material, I will put everything on the shelves and present the most important.

But remember, learning to sell from books is the same as learning to play football. Any theory must be put into practice within 72 hours.

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Strict rules

I remember the slogan of one computer game in the 2000s: “The main rule is no rules.” But this is not our case.

Let us work with real people and they have seven Fridays a week, anyway, in order for everything to go smoothly for you, you need to adhere to certain sales rules:

• Strict sequence. You move from top to bottom through the stages and nothing else.
• Don't skip steps. Each step is a lead to the next, so one does not exist without the other.
• Customization for the client. Each sale has its own characteristics and they must be taken into account.
• Full execution. You do each stage not for show, but for the result.

All these rules are unwritten, but in my opinion very important. Now you may not attach any value to them, but all this is due to the lack of a full understanding of each stage.

On the bones and on the shelves

We constantly see examples of how the “smartest” ones, at their discretion, throw out blocks from the sequence and believe that this will be more correct.

Naturally, the most uncomfortable or labor-intensive stages are eliminated.

But you and I know that each stage carries exorbitant value and must be performed correctly. Therefore, we analyze the description of each step separately and never again make such misunderstandings.

1. Making contact

In less advanced countries of the third world, when you enter a store or make a phone call, and you are not greeted, immediately from the threshold: “What do you need, dear?”.

I hope Russia will not slip before this (although I am sure we also have this). But still, before you begin to identify the need, you need to establish contact with the client. Here are some phrases for you:

1. When calling:"Good day. In scale company. My name is Nikita. I'm listening?"
2. When meeting in the trading floor:"Hello. My name is Nikita. If you have any questions, please contact.”
3. When meeting with a client:"Good morning. My name is Nikita. In scale company. Since we met, it means that, as I understand it, you have a potential interest in our proposal?”

This is a very simple and primitive step. But nevertheless, it is necessary and has its own nuances.

For example, when making an outgoing call, it is very important for us to say hello correctly, because otherwise the client will simply hang up with the words: “Next manager”.

Also, for example, in the case of sales on the trading floor, we need to show with our greeting that we will not “push” anything now, but simply greet the person.

Of course, the contact does not end there, one might even say it is just beginning, because during the entire sale we must continue to get closer to the client every second.

But within the framework of this entire article, I will not be able to reveal all the nuances of each stage, because depending on the situation, they will differ. Therefore, also be sure to read our materials.

2. Identification of needs

“What do you need, dear?”, - let's return to this phrase and adapt it to the realities.

In fact, we want to get the answer to this question in the needs identification block, but since clients are not very talkative, or cannot explain what they need without clarifying questions, at this step we ask questions.

Since most crafters try to skip this block, I want to repeat MANY, MANY, MANY times that this is the most important.

If you correctly identify the need, then you will not have problems with further steps, everything will go like a knife through butter, like skates on ice, like a marker on a board, like ... I hope you understand me.

We ask questions in order to get enough information about the “wishlist” of the client. We ask not one, not two, not three questions, but four or more.

I also specifically focus on this, because one question cannot reveal everything. Therefore, for lovers of ready-made solutions, I recommend asking at least 4 questions from the series:

Important. In order for the client to pliantly answer you, program him with the following phrase: “Joseph Batkovich, in order for me to choose the best conditions / suitable option for you, I will ask a few clarifying questions. Good?"

• For what purposes are you choosing?
• What is the most important thing for you when choosing?
• Do you have any color/shape/size preference?
• Why are you interested in this particular model?

Depending on the case of sales, your questions may prevail both open and closed.

That's right, you didn't think so. Most people think you should always ask open-ended questions.

But this is not always true. For example, at the beginning of a personal conversation (at a meeting or on the trading floor), it is better to start with closed questions (the answer is “Yes” or “No”), since the client is not yet set up for an open and full conversation.

Important. To make this stage feel alive, you need to insert your comments about the client's answer after some questions or make mini-mini presentations about the product.

3. Presentation

You will be just the perfect manager if you use the knowledge gained in the previous step in this step.

You need to show the best solution for the client based on the information received.

Depending on the occasion, you present either one product or several of the most suitable ones. But there should not be too many of them so that the client does not get confused (see the video below).

To make a truly great presentation, you need to know the product well.

If you are the owner, then this will not be a problem for you. In the case of employees, problems can come from all directions, so it is recommended to constantly evaluate product knowledge.

And by the way, where the final action will be a presentation on Elevator Pitch technology.

It would seem that such a simple stage, but it requires voluminous preparatory actions.

As I said, you need to learn information about your product, you also need to take small courses in acting and public speaking, and consolidate all this by studying books on human psychology.

To help you get started, here are three very important presentation rules:

1. Speak the language of the client, use his words, phrases, sentences. So he will understand you better and perceive you as a “soul soul”.
2. Name not only properties, but also . People do not always understand what properties mean and what is actually its benefit.
3. Use the “You-approach” (You will receive / For you / To you). More mentions of the client, and not yourself (I / We / Us) will give more sense.

These rules are just three stones in the quarry. But you have seen that it is not so simple.

And yes, any presentation should be closed with a question or an appeal in order not to give the client the opportunity to retreat or seize the initiative.

Moreover, these actions can be both encouraging to close the transaction (“Let's go to the checkout”), or simply clarifying (“What do you say?”).

4. Dealing with objections

5. Up-sell / Cross-sell

Having worked out all the objections, we have two options for events: the client, after a series of doubts and choices, agrees (almost agrees) to the purchase or it is dear to him.

We do not consider the “Not suitable” option, since in this case you should have a lot, otherwise your business was not built correctly from the very beginning.

In the case when the client is “expensive”, and, moreover, this is a fact, and not a hidden objection, we offer him a more profitable option for his budget.

And when the client has made a decision to buy, we definitely need to offer him to consider a more expensive alternative, thereby making the company's profit.

It doesn’t take much to offer a cheaper alternative, and besides, it’s easier to sell.

But with (transfer to an expensive product), everything is much more complicated. And do not even think of saying that you can offer a more expensive product even at the presentation stage. This is also logical, but not always true.

If the client initially doubts, then we first need to convince him of the purchase as a whole, and only then transfer to a more expensive product.

Indeed, in some sales, especially in cold ones, it is much more important at the start to warm up the excitement for purchases, to make the client enter this state and decide that he will work with you.

And only then the “warm one”, when the level of trust has grown, you can show a more profitable solution for you.

6. Closing the deal

All doubts of the client are closed and, logically, we only need to say where to carry the money. But in reality, we see a different situation: managers are playing for time just not to get a refusal.

But in fact, the client is already ready and just waiting for you to finally pull yourself together and tell him what to do next.

This stage - the stage of completing the transaction - is the most inconspicuous, since it consists of several words and two variants of events.

We either use a closing question or a call to action.

Depending on the context and the level of trust in you as a person and professional, you will choose what is more suitable in a particular case:

1. Call:“Take it, you will definitely be satisfied.”
2. Call:“Give me things, I will help you bring them to the cashier.”
3. Question:“Are you going to pick up or arrange delivery?”
4. Question:“Do you have any other questions or can I send the contract for approval?”

In our practice, we found about 15 call options and the same number of closing questions in sales.

This is not the limit, but this list is enough in 99% of cases. And for you, this suggests that too much creativity is not needed here.

You just need to collect a list of suitable options for yourself and use as needed.

The only thing I want to emphasize at the stage of closing the sale is to avoid closing questions that make the client think.

Among the most common: “Do we design?” and “Will you take it?”. The problem with such questions is that you only make the situation worse, because the client begins to think - to take or not to take (but sometimes there are exceptions).

7. Upsell

I believe that every company should have an additional for upselling.

So employees will have a rational sense to sell even more in pieces and names.

Moreover, as you already understood, it is advisable to do this when the client has already fully agreed to purchase the main product and definitely takes it.

It was at this moment that he should be offered to buy in addition what he would certainly need.

I've seen some businesses survive on upsells. They sell the main solution for nothing, and all the money comes from additional goods and services.

In such companies, this stage is mandatory and punishable by dismissal. But for all its importance, it happens unobtrusively, in one phrase and no more than 3 times per dialogue:

1. A lot of our customers take ____ to ____.
2. Pay attention also to ____, maybe this will be relevant for you too.
3. By the way, you could forget ___, I want to remind you of this.

In most cases, sellers don't resell because they forget what they can sell for (and of course, due to the lack of additional motivation).

Therefore, in this case, we always offer different solutions: from trainings to exams. For example, for one of our clients, we implemented a whole table of upsells, where you can see what can be sold for each product category.

It seems to be all, you can let the client go, but “our soldier” does not give up, he goes alone to the last and takes the client’s contacts so that in the future you can contact him and return him to him for repeat sales.

This is done at the final stage, when everything has already been agreed and even the money has been handed over.

What for? It's simple - if he did not buy now, this does not mean that he will not buy later, when we start working with him using SMS mailing, and a dozen other marketing tools.

And immediately for those who believe that he does not have repeat sales or the client will not return, I dare to disappoint you.

In any business there are repeat purchases, you just haven't realized it yet. And for those who already understand this, I recommend that you study or at least watch the video below to make sure that this is very important.

Well, if you don’t like the idea of ​​​​collecting contacts, then in addition to this, you can ask who he can recommend, who may still need your services or goods.

Thus, you can collect a potential base 3 times faster, in addition, a call on the recommendation of a client is always valued higher than just like that.

Briefly about the main

Finally, we have reached the final sales and this article, I don’t know about you, but I’m wildly tired of writing it.

But now I feel such satisfaction, exactly the same should feel the sales manager, having gone through all 8 stages of the sales technique (+1 farewell).

Since most likely the client, after passing through this one, simply will not be able to say “No” and leave.

Surely you now have a lot of questions in your head in the style of “How not to forget all this?”, “How not to miss any of the stages?”, “How to ask the right question?”, “How to resell?”, or “How to work out objections and not miss the client?

I will tell you one thing - without practice, theory will not help you. Do not be afraid to make mistakes, try and draw your own conclusions. We learn the same way and do not consider ourselves perfect in this matter.

Previously, they bought everything that was produced. As Henry Ford said, he is ready to make a car of any color, as long as it is black. Scarcity becomes a scarce word for us. The image of the seller was transformed: the eternally dissatisfied, untidy woman behind the counter turned into a business elegant manager. It is under these conditions that active sales appear.

Let's define what active sales are. You must have heard many stories about them. Managers shy away from them, customers are also fed up with importunate managers who sell them everything they don't get. And representatives of one of the most creative and interesting professions turn into annoying flies in the eyes of the townsfolk. Therefore, the definition of active sales: a sale where the initiative of the first contact is on the seller's side. ALL!!! This, in no case, is not selling unnecessary things, as many people think about active sales. This is by no means an annoyance with hundreds of formulaic cold calls. These are not yellow pages calls in the hope of finding someone who might need it someday.

To understand how to make effective sales, you must first remember hundreds of calls from annoying managers to offer all sorts of services. If you had to work in the office on incoming calls, you probably heard a lot of active sellers who constantly offer to buy something. Guarantor or Consultant system, stationery, cartridge refilling, etc., etc. I think you almost never bought what was offered and sent them to hell, or scoffed at them for a long time and slowly formed your negative attitude towards such active sales managers.

Let's remember why we got annoyed with such calls:

• Mumbling into the phone;
• Incomprehensible offer;
• Suggestion of what the company does not need;
• Offer to those who are not interested;
• Long intro and story about the coolest company in the world;
• Template phrases that form the understanding that this is telephone spam from the first seconds.

Therefore, to implement effective active sales, you just need to get rid of all of the above.

At the same time, observing several rules or laws of active sales:

• Selling only to a prepared customer base;
• A scenario was formed to identify the correspondence between customers and the interests of the company;
• Formed USP (Unique Selling Proposition);
• Talking only with the right person about the right thing;
• Conducted psychological preparation for the sale;
• Formed models of establishing relationships with customers.

We will consider each of the listed factors of successful active sales in a separate article. Let's pay attention to the block of active sales by phone - cold calls. In a separate block, we will consider the organization of the work of the sales department and building an active sales strategy.

In the understanding of inexperienced managers, active sales are the usual “pushing in” of a product to a person who does not need it. But this is only a stereotype, since the correct system of such sales is aimed at attracting a client, and not scaring it away. They involve gently pushing the client to choose you.

What is direct and active sales

Direct selling is a broad term that includes both active and passive options for interacting with customers. Nevertheless, there is a common characteristic - the interaction between the manufacturer and the end user takes place directly, without intermediaries. The marketing policy in this case is aimed at finding a buyer on your own. For active sales techniques, methods such as cold calls, meetings with potential customers, exhibitions, and so on are used.

Active sales refers to the technology used by the manufacturer's marketing department to attract new corporate customers. They have a number of advantages. Thus, advertising costs in such cases are minimal, since an extensive campaign is replaced by the presentation of a particular product or service by company representatives. Direct communication with the consumer can also be more effective because the manager and the client interact directly.

Where active sales are needed

Active sales are necessary in areas where there is high competition. These are advertising, travel agencies, legal bureaus, organizations that provide certain services. Wholesale companies are also active in sales.

Types of active sales

Active sales are divided into several types.

telephone sales

This type is actively used in the sale of goods and services, such as the Internet, cable TV, household appliances, window maintenance, and so on.

Internet sales

The Internet provides a huge opportunity to attract new customers using the technique of active sales.

Door-to-door tour

Now this method is gradually becoming a thing of the past, because in comparison with others it is not very effective.

Promotional events

Assume active sales in shopping centers or on the streets. To attract customers, various methods can be used, for example, sound amplifying equipment.

Sales in public transport

Pioneers of active sales can rightly be considered sellers who offer small goods to public transport passengers.

Stages of active sales

Active sales should be carried out sequentially in several stages. In the classic version, there are five, but the more modern scheme has expanded to 8 stages, which are worth considering in more detail.

Establishing contact

Before you begin to identify the needs of the client, you need to establish contact with him. There are a number of on-duty phrases that will help you do this. They differ depending on the sales option - by phone or in person. This is a simple step, but it is necessary and includes a number of nuances. So, when making an outgoing call, the correct greeting is very important. When selling in trading floors, it is important to show the client that we are just saying hello, and we don’t want to sell him anything. At the same time, it is important to try to get closer to the client with every second.

Identification of needs

This is the most important step. Identifying the needs of the client is carried out by asking him questions. They usually require at least four. Depending on what is being sold, they can be either open or closed. To prevent this stage from being too dry, after some questions, the manager is encouraged to insert his own comments regarding the client's answer or to make small presentations of the product.

Presentation

Based on the information received from the client, you need to make a presentation for him of a product that suits him perfectly. However, there should not be too many of them so that you do not confuse the consumer. To do everything right, the manager needs to know as much information about the product as possible. In addition, he will need the skills of oratory and psychology.

When presenting, it is important to speak the language of the client. It is also necessary to note not only the properties of the product, but also its merits, since a person does not always realize for himself what benefit this or that purchase will give him. It is also important to use the “You-approach” and to focus on the client and not on yourself in the conversation.

Work with objections

In many cases, with the right contact with the client and the identification of his needs, there are no objections in principle. However, this is not always true. There will be objections, the only question is their number. For you need blanks. In some cases, template options are enough.

Up sell / Cross sell

After objections have been worked out, events can develop in two ways. The client, after doubts, may agree to make a purchase or say that it is too expensive for him. We do not consider the option that the offer does not suit him, since the product matrix must include a number of substitutes, otherwise the business is built incorrectly.

If the client says that it is expensive for him, and this is not a hidden objection, but a specific fact, you need to offer him a more affordable warrant. If a purchase decision has been made, you can offer the client a more expensive alternative that will increase the company's profits.

Closing the deal

If the buyer's doubts are already closed, then it seems that you just need to say where he should take the money. But managers often delay for fear of being rejected. In fact, here you need to either call to action or use a closing question.

Upsell

Many companies provide additional staff motivation for upselling, and rightly so. Actions should be taken when the customer has already agreed to the purchase. Then you can offer him to buy something else that will definitely be useful to him.

It seems that after the purchase, you can safely let go of the client, but another task of the manager is to take his contacts for the possibility of further sales. Moreover, it is recommended to take contacts even from those customers who have not made a purchase, since it is quite possible that with the help of certain advertising tools their opinion will change in the future. It is worth remembering that repeat purchases are present in any business.

Errors that occur during active sales

The main mistakes that active sales managers make are as follows:

• The specialist "mumbles" when communicating with the client.
• The interlocutor does not understand the sentence.
• The manager himself does not really understand where he is calling.
• The offer is simply irrelevant.
• An overly long introduction describing the company as the best in the world.
• Offers of goods and services to those people for whom they are not at all interesting.
• The use of phrases from the category of templates, as a result of which the conversation will immediately seem like spam.

To ensure high-quality sales, you need to eliminate these shortcomings when communicating with a client.

What challenges do you face in active sales?

The main problems in the field of active sales are as follows:

• Personnel problem. There has always been a shortage of active sellers in the labor market. Due to staff turnover, it is necessary to constantly look for competent and active sellers with abilities. They need to be trained in sales techniques that are consistent with the company's policy, to build the right motivation policy. To achieve results, employees must be provided with resources.
• Socio-psychological problems. It can be difficult for new managers to overcome the barrier to active sales.
• The expiration date of specialists. As a manager becomes and gains experience, there may be a period when sales begin to fall. This is possible due to a drop in employee motivation and inspiration. In this case, there are several options: the manager can completely leave sales or, for example, rise to the status of a manager.
• Psychophysical problem. Sales managers are subject to high emotional stress, which can lead to rapid fatigue and burnout syndrome. In view of this, it is important that specialists match the nature of the work they perform.

Active sales techniques

There are many techniques that are successfully applied in modern active sales. Consider the most common.

AIDA Active Sales Technique

Active sales technique according to Nikolai Rysev

Nikolay Rysev's technique is described in his book "Active sales: how to find an approach to the client." He suggests the use of techniques such as creating scarcity, emphasizing evidence, creating generality, and referring to norms. They will be useful in negotiations and sales.

Active Sales Technique

A popular technique that stands for: Attract Attention, Interest, Sell. Let's look at these steps in more detail:

• To attract attention. The most important thing here is to interest a person who has not yet thought about buying and present the proposed product to him in the most favorable light. The manager must use well-formulated questions that will immediately arouse the interest of the consumer. At this stage, you need to be able to work with objections.
• Interest. The client needs to provide a minimum of information that will encourage him to make a purchase. To understand what kind of data is needed, it is important to listen carefully to the answers to the questions, fix the most important of them and analyze the information received. The presentation should not be a monologue, but a dialogue in which the client will be actively involved.
• Sell. It seems that there is nothing complicated here, but the implementation of the transaction is not all. You need to thank the client for the choice and leave him your contacts. This will help expand your options in the future.

What is the job of an Active Sales Manager?

The main areas of work of the active sales manager are as follows:

• Communication with customers.
• A clear understanding of the properties and type of product that can satisfy the client.

At the same time, he must be knowledgeable in sales techniques and have skills that will help to perform them regularly.

The task of a manager is not just to sell goods and services. The specialist should work on developing the trading network and increasing sales volumes. He must also do everything so that customers do not just make purchases, but do them again. It is necessary to establish partnerships with customers, monitor the fulfillment of obligations by the parties to the agreement and the delivery of goods. In other words, the manager must work to ensure that the consumer is satisfied with the purchase and contacted the company again.

How to train sales managers

Sales managers do not have special education, since in our country it is absent in principle, so we will have to train them and raise specialists. There are a number of disciplines that managers must master in order to be successful in their operations. They must be clearly familiar with the specifics of the goods and services offered, be proficient in cold calling technology and be able to conduct personal meetings. Also, specialists must be able to work with documentation.

As much as the manager does not want it, he is unlikely to be able to entrust all the training to the invited trainers. He will have to do most of the work himself, and in order for the training to be successful, it is important to know how to build a program.

First of all, practice is important. People remember best what they do themselves. It is optimal to conduct cold calling training for specialists. It is best that the trainings take place in a playful way - this way the employees will be better involved in the process and will be able to assimilate the information.

To train new managers, they need someone experienced who will tell them at some point what to do. A mentor can be a manager or a commercial director. But in any case, it is important that it be a person who knows how to sell, and not only points out to the beginner his mistakes. In particular, mentors are important in teaching face-to-face encounters.

Once every 1-2 weeks, special training is required, namely various trainings. They can be conducted by both invited specialists and successful employees of the sales department. Once a month it is recommended to hold a "round table" in which the sellers will be able to talk with the manager about the results of their work, their mistakes and achievements.

Reading is an important part of learning. Do not expect managers to look for the necessary literature themselves. It is better to organize a mini-library right at the workplace. Give people books at specific times so they can read faster. At the end of the month or quarter, carry out attestation work based on the materials studied by specialists in trainings. The results obtained can be taken into account by assigning quarterly cash bonuses. This motivates the manager to reinforce the material before certification.

How to set up managers for active sales

The following recommendations will help set up specialists for active sales:

• Make the manager set specific goals for himself. A specific goal is an important component of success. It is better for employees to describe their work plans for the near future in real events and clear numbers. Long-term goals can be broken down into small steps, prescribing specific tools that will help in achieving them.
• Build confidence in your success. The employee must be made to believe that the goal is real and achievable. Regular motivation will help to create an excellent team of confident employees capable of development.
• Work on self-discipline. It is quite difficult to develop this quality in employees, but teamwork must be built in such a way that each person is directed towards achieving the goal.
• Set to positive. As you know, our thoughts and desires materialize. Fear of rejection leads to rejection, but the confidence that the result will be positive, gives the desired results.

Active sales are a necessary tool in the work of most companies. Much depends on the manager and his professionalism. Since this profession is not specifically taught anywhere, the employee must be directed to continuous development both in theory and in practice.