Psychology as a business. How a psychologist can promote himself Chernikov Yury Nikolaevich
6 secrets of successful sales
6 secrets of successful sales
The first secret is your self-confidence and firm intention to sell a useful and high-quality product.
The point is that the question of whether they will buy from you or not is not even worth it! This means that you initially enter the psychological practice 2.0 with an exceptional attitude of global change for the better, you know in advance that you will have many clients, stable income and promotion, and everything else is just used as a tool to achieve this goal. It is difficult to convey in words the essence of this feeling. It is important to understand here that when you create a quality product, you no longer need to think about the client flow, you seem to be indifferent to whether your goods and services will be bought or not.
The fact is that people are constantly looking for solutions to their problems and are often ready to buy these solutions for a lot of money. When does the sale happen? It occurs when a person feels that the purchase of your product promises him safety at least for certain level. When a client trusts you, he buys himself, he doesn’t even need to sell anything.
There are many excuses such as: "It's expensive for me", "Not now", "It's not for me, it won't help me." Your task is to inspire confidence, to show that your product is what the client needs.
Remember that you, as a seller, should not pay attention to these objections, but agree with this position, if only because it is useless to fight it, on the contrary, you need to say “Yes” all the time. Yes, this training is really expensive, yes, my individual consultation is really expensive, but look what you will get as a result of our work and how valuable it is. Yes, well, not now, but another opportunity, unfortunately, may not present itself. This is how any objections are handled.
And the main secret of sales lies not in some cool verbal techniques and not even in ODC, the main secret of sales is in the confidence that comes from you as a specialist. in your intentions. And intention is the willingness to spend time and effort to achieve a result.
The client has a problem and you have a solution, it's yin and yang. You put them together and the result is customer success. Therefore, it is your intention that sells - not techniques, not something else, but intention. Of course, this is best practiced when you sell, sell and sell again.
The second secret is your confidence and attitude
What helps in sales, what strengthens them? This is your attitude and exceptional confidence in the value of products and services. You don't have to be overly enthusiastic about the fact of sales like, "Hurrah! Happened!" You give a quality product and tell people who need it - they will come and buy it. The attitude towards success is rather indifferent, like that if they don’t buy anything, you won’t even notice. This customer didn't buy, the next one will.
The fact is that most domestic psychologists are not used to taking good money for their services, so such an event as the successful sale of training or consultations is given too much importance and the group is recruited poorly, including due to the fact that there is too much fuss around, ceremonies with a client.
At first glance, this may seem insignificant, but trust my experience: the client feels your mood and your insecurities well. The more natural and relaxed you are, the better you sell.
The third secret is perseverance
Make it a rule: every day you have to sell something. If you do this, you will soon develop this experience. Some trifle, but be sure to sell. Every day you need to do something in order to hone your sales skills and your skills as a mentor. For example, you can independently try to write a selling text, a commercial offer or an article about your business. unique methodology or technology.
The fourth secret is the attitude towards money.
Why do you need money? Think and give yourself an answer to this question. Just be honest: why do you need money? Formulate several reasons and evaluate the result.
The fact is that if the purpose of your earnings will be such things as assessing the level of your own professionalism, freedom of movement, Financial independence, travel, "for children" and so on, I'm afraid you will never come close to earning serious money. Stable money and excellent results can only appear when you set yourself an ambitious, understandable, sensory-obvious, specific goal.
I will tell about myself. I developed the training "System of psychological practice 2.0". This is an expensive product, I planned and designed it for a long time. As a result, I managed to create something very close to what was originally intended, and satisfy 99% of my own professional ambitions. After that, I planned to fly to Europe for six months, not thinking about where to get the money. That's what a sensory-obvious goal is. This training is a great realization of the plan. The dream came true, the hope came true, the goal was achieved. The fact that I made good money on this is just a side effect of my professionalism and efforts. earnings in this case was not an end in itself, but only a means of realizing the plan, additional incentive, no more.
Remember, the more abstract your goal is, the more difficult it is to approach, and the more specific and simple it is, the easier it is to achieve sales and earnings.
If your goal is to conduct two or three trainings in order to earn some money and buy something there, you will not succeed. And if you know for sure that in order to buy, for example, a car, you need to work hard for a month or a year, and you only have this goal, then it will work out. This is not an obvious phenomenon, but money really begins to come only for specific purposes.
The fifth secret is professional development
Another non-obvious secret: you must be a buyer of your service yourself, that is, you must be ready to buy such a product. It is desirable that you consume services similar to those you offer to your clients. When you are a customer, you know how and what a person thinks before making a purchase. If you are doing individual work, you yourself must have a personal therapist, if you sell trainings - you must regularly become a participant in the trainings of other specialists. There is a pattern here: the better you understand the psychology of your buyer, the better the sales go. The more trainings you attend, the better your own ones sell, the more intensively you work with a psychotherapist, the higher the demand for your individual counseling. It really works, and experienced psychologists will agree with me.
The sixth secret is your sincerity
The most sincere desire to help is especially important when selling psychological services. You must see the client's problem and be sure that you can help. You must put your soul into this business. The more sincere you are with the client, the more willingly he buys your services. If a person feels that he is only a source of money for you, this, of course, will not attract him to you. Another thing is when you are determined to share something really valuable, something that is important for yourself as well. And this is not a question of self-hypnosis - it is a question of a system of values.
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The word "sales" is now on everyone's lips, and each of us, one way or another, is faced with them - as a seller or a buyer. After all, if you think about it, our whole life, in fact, consists of sales: self-presentation skills - in relationships, in friendship, in a professional environment - turn out to be one of the leading ones today. The ability to sell, regardless of the industry in which you work, is one of the key skills in general, within the current reality.
My name is Rumiya Abdrakhmanova, I am a marketer (in the past, by the way, a sales manager), and today we will talk about the secrets of sales.
Interestingly, in America, these skills - the so-called "sales ladder" - are considered at school age. In Russia, this is still not so developed, and, nevertheless, the region tends to expand, becoming more and more significant, being studied. There is such a term as "the art of selling." Manipulative selling has long ceased to produce the effect that it did initially. As well as popular not so long ago "aggressive" sales. Selling a product that interests a client competently, ethically, professionally is, indeed, an art!
Gradually, we are moving away from the "soviet" perception of reality, in which sales are "speculation", and "traders" are not people. Now being a sales manager - successful, in demand, earning well - is very, very prestigious. Today, “salespeople” are one of the main backbones of any company. Which is logical: where there is no sales, there is no business.
As, practically, in any of the activities, in sales, certain laws and principles can be distinguished on which this concept, so popular today, is based. Vitaliy Katranzhi, Sales Development Expert at Salers.ru, will share his position on such laws/principles.
“It is quite difficult to form sales laws and principles, each industry, company and even manager has their own, but let’s highlight the main ones that are relevant for most businesses:
1. Build relationships before selling. We do not like to buy from strangers whom we do not trust, therefore, before voicing a price or making your offer, enter into a trusting relationship with a person, find out about his “pain”, give a person the opportunity to tell you about himself, and, thereby, he will gain confidence in you.
2. Listen to the client. There is a simple rule: the more the client tells us, the more he trusts us. If we listen to the client and "get used" to his problem, it will be much easier for us to convey the value of the product to him.
3. Speak the client's language. It seems to many professionals in their field that the whole world is developing next to them as the professional himself grows, and we often abuse terms, knowledge, and understanding. Retargeting, conversions, leads are all great, but for 80% of entrepreneurs these are not the most understandable words. If what you are talking about can be understood by a 5-year-old child, then you are a professional who can convey the value of your product to anyone. If your industry is very specific, then the “knowledgeable” client will make it clear that he speaks to you in this language. Therefore - listen to the client, pay attention to what concepts he uses and adapt your explanations to take into account these concepts.
4. Focus on value, not price. To pay money is “painful” for a person, but to receive a benefit is pleasant. So, move away from talking about price and move on to opportunities, and then you will be for a person not in the zone of "pain", but in the zone of happiness.
5. Love your product or service! Most people have a keen sense of falsehood, so if you think you are selling a “shitty” product, it is almost impossible for you to convince other people of this. Find the advantages of your product, find customers who are interested in this product - and sales will go much easier.
6. Understand the product! There is nothing worse when a manager answers a customer about his product in a vague and unprofessional manner. Buyers will ask you all the necessary questions themselves, but your task is to know the answers to these questions that are important to the client.
7. Help make a choice, don't sell. A client came to you for a purchase with his own vision of a product or service, and the worst thing is to start destroying it. He has a clear and precise idea of what he wants, and if we convince him otherwise, he is unlikely to make a purchase. Supplement his idea of happiness with your product, and, even better, make this happiness dependent on your product - and you will make a sale!
Of course, you can write a lot of sales laws, and there are many versions on this topic by different specialists, but all of them, one way or another, come down to understanding the client and conveying the value of the product to him. Do not think about bonuses and benefits, think about the client - and he will make you rich, and he will remain happy!
We thank Vitaly for such a colorful, understandable and simple explanation of the laws and principles of sales! And I would like to draw the attention of blog readers to the fact that, regardless of whether you are engaged in sales or not familiar with them at all (and perhaps even do not plan to get acquainted), these skills will be useful to you in any of the activities! Whether you like it or not, knowing the aforementioned "sales ladder" is a certain standard today. It will only complement and improve your skills in other activities! Again, I can confirm this from my own experience.
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Of course, every successful salesperson has their own secrets of successful sales. Someone takes with expertise, someone with personal charm, someone with might and main exploits gender differences, and I even know those who manage to sell solely due to importunity and tediousness (from the series: “well, just get rid of it”). But surely there are some general principles, which guide all successful sellers (with the possible exception of the last category). Observing and analyzing a fairly large number of sellers, I identified several main secrets of successful sales that these wonderful people use.The first secret of successful sales:
It sounds somewhat even ominous: the KGB. Do not rush to get scared, this is not what you thought. The abbreviation stands for: Client Says More. To my great regret, the authorship of this transcript does not belong to me. If I'm not mistaken, Alexander Derevitsky invented it. But in my childhood, my grandmother (she was a wise woman) often told me: “God gave you two ears and only one mouth, so use it accordingly.”
Probably not all sellers were lucky enough to have such a grandmother. Because most of them believe that the more the seller says, the better. This is a big misconception. In most cases, when the seller sings his solo arias to the glory of his product or service, the buyer manages to come up with 10 excuses on how to technically avoid the purchase.
While the seller is talking, he is handing over a lot of unnecessary and unnecessary information, which becomes fertile ground for client doubts and objections. But if the seller listens carefully to the client, then he receives a lot of information about what the client needs, what are his key benefits, and can formulate convincing arguments in favor of the purchase. I already wrote a little about this in the article "", but the topic is inexhaustible, so we will return to it.
The second secret of successful sales:
Don't talk to the customer about the product, talk about the customer's benefit. The customer does not want to buy your products or services. He wants to buy a solution to his problems. Therefore, all you need to do is find his problem and show how your great suggestion will help solve it.
On average, more than 90% of the time a person thinks about himself, about his business or work, about solving his problems, in extreme cases, about his immediate environment. And you want him to drop everything and start thinking about your proposal! Does he need it? Talk better to him about his problems (well, not globally, of course, but about those that your proposal can help solve) and you will find an appreciative listener in him.
The third secret of successful sales:
"All is decided". Your initial internal mood that the transaction will definitely take place. It can not be in any other way. Calm confidence. A powerful and warm current that you don’t want to resist, but you want to trust and swim towards an alluring goal ... Sorry, I got carried away - meditation on the topic has already begun. However, you can safely use it, a good mental image for entering the desired state. At one of the trainings, we even came up with a special term for this state: “Make a Gulf Stream!” - and everyone understands everything.
To make it clear what I’m talking about, at the training I often ask the question: “Who leads the pair dance?” Girls usually say "The man must lead." And those who have ever danced know: "The one who knows how to dance better, and is more confident in himself, leads." So, in the process of selling a successful seller is always the leader. Another question is that this should be done so skillfully so that the client, at least, does not have resistance, and at the maximum, so that the client does not guess about it.
The fourth secret of successful sales:
The best impromptu is a prepared impromptu. Yes, yes, I'm talking about sales scenarios, scripts, speech modules, etc. again. Do not be too lazy to write down:
- where do you start the conversation (so that they don’t send it right away),
- how you will establish contact (to be able to ask the right questions),
- which questions to ask (to make an irresistible offer),
- how to present your offer (so that it is impossible to refuse it),
- how to respond to objections (they will be anyway),
- how to close a deal (pauses and deep thoughts about what to say are definitely unacceptable here),
- how to end a conversation (you know, last impressions are best remembered).
It is better to prescribe it - it is remembered better and can be used in the future. This is the work that bears fruit repeatedly. Subsequently, it can become the basis (well, or your personal sales book). It only seems that an experienced salesman speaks on a whim, offhand. He just has all these impromptu things already in his head, and there are a lot of them.
The fifth secret of successful sales:
In one of the interviews, Mary Kay, the founder of one of the largest cosmetic companies, when asked what is the main secret of her success, answered: “I know that every person, regardless of gender, age, position, has an invisible sign on his chest with the inscription: "Let me feel my worth!"
Most of our contemporaries have a distinct lack of evidence of their own importance. And if you manage to make the client feel significant, he will cooperate with you happily ever after.
The fifth secret is the most difficult, as practice shows. Too often companies declare that “The customer must be loved”, “The customer is always right”, thus causing the quiet hatred of salespeople for customers. Imagine how easy it is to love someone who is always right? (By default, it is mentally completed that the seller is always to blame). In my opinion, it is much more productive to teach salespeople simple techniques that make the customer feel important and AT THE SAME TIME increase the value of the seller and the company!
I will definitely write more about each of these secrets of successful sales, and for those companies who want to implement them into their practice and increase sales, I recommend mine.
Recently, on a foreign sales site, I came across an interesting article in which 5 world experts in the field of sales answered a burning question for most managers and executives: “ What is the main secret of successful sales?»
I liked this article because it systematizes essential principles and rules that allow you to sell more and achieve professional success.
I have prepared for you a translation of the most interesting points of this article, and also presented all the information in the form of a visual mind map.
Some things personally seemed to me quite banal and simple, obvious, but this does not make them less effective.
So, let's begin.
5 world-class sales experts share their tips to help you close more deals. As a result, it turned out 25 sales secrets.
- Brian Tracy: Selling Tips for Aspiring Entrepreneurs
- Shari Posey: Preparation and guarantees
- Bob Bly: Promotional materials that glow
- Barry Farber: Know Your Customers
Brian Tracy: 5 Selling Secrets for Aspiring Entrepreneurs
1. Sell customer benefits, not product features.
The biggest mistake for sellers is to focus on the properties and features of their product. It is much more important to talk about what this product will give to the client.
Compare: "This dietary supplement contains nutrients that are good for the body." And what does it mean?
Another option: "This dietary supplement will allow you to lose weight, give you strength, you can do more and get enough sleep every day."
2. Sell to customers who are more determined to buy.
You will get the best sales results if you sell your product to those who are more interested in it and who have the money to buy it. These are the people who will buy much faster.
"Don't try to sell a copier to people who have never bought a copier before," says Tracey. “Sell to those who already have it. Or those who have an interest in buying (you know about it). Show them that your product is better.”
3. Show how your product differs from competitors' products.
Why should a customer buy from you and not from your competitor?
Tracy suggests coming up with at least 3 features (advantages) of your product over competitors.
“People don't like to step out of their comfort zone to try something new. So give them 3 good reasons to do it,” explains Tracey.
For example, your product works faster, costs less and helps you get better results.
4. Sell face to face.
Huge spending on media advertising is one of the least effective channels for sales and business development for aspiring entrepreneurs. Communicate with clients personally, hold meetings and negotiations. As a last resort, if you can't meet all the customers, sell by phone.
5. Focus on repeat sales.
“People tell each other about your product if they were satisfied and got what they wanted,” says Brian Tracy.
Thus, focus your energy on developing relationships with each client - make sure that customers buy from you again and again.
Linda Richardson: Secrets of a Sales Presentation
You can drastically increase the effectiveness of your sales if you follow these tips.
1. Establish trust.
Before discussing business, establish trust with your client. To establish trust, one must prepare and make homework:
- find out if there is something in common between you and the client?
– is there any news about the company (articles in the media) for the last period?
- the client is interested in sports and so on.
Get ready, learn a little more about the company and the client's personality, and you can establish trust.
2. Discuss a wide range of topics
Ask open questions so that the client cannot simply answer "Yes" or "No". Go beyond discussing the details of the transaction (price, timing, approval process, etc.).
Most importantly, Richardson says, ask questions that reveal the customer's motivation for the purchase, their concerns, their needs, the decision-making process in their business. Do not be afraid to ask clients why they want to choose this development option. This is the only way you can understand your customers.
3. Dig deeper.
If a client tells you: “We are looking for ways to save money and increase efficiency”, you will immediately say: “We have a great solution for this!”?
A really smart salesperson, Richardson says, won't come up with a solution right away. He will ask additional questions, explore the client's situation more deeply. “I understand it's important. Can you give an example?"
Ask, and then you will be able to better understand the needs of the client and position your product.
4. Learn to listen.
Salespeople who talk throughout a presentation lose customers and sales. You must listen at least 50% of the time.
You can improve your listening skills by taking notes and reading the other person's body language. Don't interrupt or paste your conclusions all over the place - just focus on what the client is telling you.
5. Follow Up.
Write thank you letter customer after sale to make sure the customer is satisfied. Maintain a schedule for future communications. You must constantly keep in touch with the client and show attention and responsiveness. Follow up is essential for successful sales.
Shari Posey: from preparation to guarantee
A successful sale starts with preparation and ends with satisfaction.
1. Write your presentation.
The presentation is not created on the fly. Always use a written presentation.
think about 6 main benefits your product or service. Develop leading questions and track customer reactions at each point of sale. Careful preparation for the presentation will allow you to determine what objections a potential client may have and how your product or service can meet their needs.
2. Write down customer objections.
Show your client that you are really listening by recording objections and doubts. Thus, you will be able to answer all objections of the client and show the advantages of your particular product.
3. Encourage the customer to make the first purchase.
Often, clients postpone a decision indefinitely.
Come up with an incentive that will persuade them to make a decision here and now. Incentives for the first purchase can be: “10% discount for purchase today”, “Buying today, you get 1 free hour of consultation”.
4. Offer customers 100% satisfaction guarantee.
Let your customers know that their satisfaction is guaranteed. A good return policy reduces customer objections and doubts and shows that you believe in your product or service.
The warranty must be unconditional and not include hidden items. You can use the guarantee even if you're selling a service: "We guarantee you'll love our service or we'll refund your money."
5. Close the deal by offering 2 options.
Instead of asking, "How do you like our offer?", let the client choose from several options.
For example, if you're selling school books, ask your customers if they want only school books or books with audio recordings.
Bob Bly: A sales pitch that glows.
Do you want to really impress a customer and give him an offer that will make him want to order from you right now?
Complete 5 important secrets from Bob Bly.
1. Write for a specific target audience.
These days it is impossible to understand and meet the needs of everyone potential client. You get a significant advantage when you tailor your sales materials to a specific audience. Say what you suggest accounting services for advertising agencies”, and not just “accounting services”.
2. Use reviews.
People may not trust that your product or service will help them achieve the results they were promised. You can easily overcome this mistrust if your clients talk about their successes and results.
Testimonials can be used in promotional letters, brochures, ads.
3. Start from the interests of the client.
Start writing with something that affects the interests of your clients. When a bank wants to present its new program for business owners, there is a very strong temptation to write: "Introducing our new program for business."
The bank will get great results if it writes about what the customer is interested in.
For example, "How can I reduce my banking costs this month?"
4. Use questions in the title.
A great way to capture the attention of customers is to write a question and promotional materials in the header of your email.
“Every car wash owner should know these 7 business secrets. Do you know?"
5. Turn your negatives into positives.
Even if you are new to the business and don't have many customers, your product is new and hasn't been tested by people, don't despair. Just turn your negatives into positives. For example, your advertising materials a sentence like this might help:
“None of the millions of buyers of sofas has experienced the comfort that our new Relax sofa will give you.
Barry Farber: Know Your Customer
The best way to build relationships and sales with a client is to know their business and ask for feedback.
1. Know your client's business.
Customers expect you to know their business as much as you know your business, products, and competitors.
Study your client's business. Know its problems and trends. Find out who its main competitors are.
2. Make your presentation sell.
The basic structure of any presentation includes the following points: establishing trust, presenting, asking questions to better understand the needs, summarizing all the key points of the sale, closing the deal. Farber advises that you always begin your presentation process by visualizing a successful outcome.
3. Take notes.
Do not rely on your memory to remember all the important moments for the client. You can tell the client at the beginning of the conversation that you will be taking notes during the conversation. Write down the key points and you can use them later during the presentation.
4. Respond to objections according to the formula "Feel, felt, found."
Do not argue with the client when he says “I'm not interested”, “I'm already working with others”, “Let's do it another time”. Just say, “I understand how you feel. Many of my current clients have felt the same way. But when they found out how much time our product could save, they were amazed.”
5. Get feedback.
If you want to improve your sales presentation or your relationship with customers, ask them what you need to do to keep and grow their business. Many customers are dissatisfied with some points in the service, but will never talk about it. They just won't buy you again. Ask for their opinion, they will give you feedback and you will be able to solve their problems.
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