First of all, it is necessary to understand the fact thatThere are no unsold goods. Just as there are no "too expensive / cheap", "bad" or "unnecessary" goods. The product is the shell of opportunities for the buyer. In other words, any product is a means to satisfy one's or other human needs. What is "expensive" for one person is "acceptable" for another. If for one driver the sports suspension in the car is the key to stability when driving fast, then for another driver it is a source of discomfort when shaking on uneven surfaces.
As we see, before it is difficult to offersold product, we must clearly identify the needs of the buyer. But, often, not every buyer is ready to formulate his needs unequivocally. Moreover, not every seller, behind the apparent "intelligibility" of motives, can not always reveal hidden needs. To do this, we will need a little more time to establish contact with the buyer.
How to establish contact
To establish contact, we need for a whilestop selling goods, and simply start a conversation about life, arrange a buyer for yourself. At this stage, try to refer more often to the personal experience of the client. Let him tell you about the process of buying a similar product earlier. Ask open-ended questions, clarify for yourself the different details of this episode from life. One of the most effective ways to work at this stage is complete adherence to the topic, as well as active listening, which is expressed in duplicating the client's replicas and some of his gestures. Also at the stage of informal communication it is important to understand who makes the decision when buying. The point is that in the family sometimes the information about a product and communication with sellers is engaged, for example the husband, and the decision is accepted by the wife. The mistake of the seller can be expressed in the fact that he does not send "heavy artillery" of convictions to the one who makes the decision.
Identifying needs and presenting the product
Particular attention at this stage should be giventhe main question - "what does the customer need a certain type of product?", as well as "what is important for the buyer in the goods." These basic conditions will enable us to emphasize in the future some properties of the goods as an advantage and to keep silent about others as flaws. For example, a furniture salesman knows that the bed frame is made from the most unpopular tree species that creaks over time, or is covered with cheap varnish susceptible to moisture, but in the process of communicating with the client, he finds out that the buyer has problems with his back. In accordance with this preset, the seller will focus on the orthopedic properties of the mattress, the quality of the springs and slats. Another example. In the store for goods for household plots, the irrigation installation was "stale" with a defect, because of which the diffuser functions only in half of the nozzles. Therefore, the seller should focus on this property of the goods, as an advantage for those who need to locate this installation near such sites, where would not get the water from the side of the jets not working. In addition to the discount for the defect the seller will make a good deal.
Selling at any cost
But what happens in those cases when it is necessarysell unsold goods at any cost? When a buyer enters the store once a month, when the seller's monthly premium depends on the sale of the goods. The problem is exacerbated if the searcher finds a "mother-of-pearl buttons", that is, a person who does not know what he really wants, or the seller has encountered an incredibly harmful and picky buyer. In this case, the seller needs to learn the skill of working with objections. This skill is based on the principle of weights, the so-called rational approach, in which the buyer's objections lie on one side, and the seller's arguments on the other.
Work with objections
There are three ways to work with objections.
- Draw a flaw in dignity. The black car quickly gets dirty, but looks more solid and in the secondary market for it is given a higher price.
- Outline the problem. Compensate for the lack of a large number of benefits. If the building opposite the house is the only thing that confuses the buyer, but the house has new plastic double-glazed windows, good planning, there are no problems with sewerage and a beautiful view of the river. And then, the construction will end in five to seven months.
- Recognize the lack of goods. Join the doubts of the buyer and offer an additional bonus in the form of an extended guarantee or a discount card for VIP clients.
At the end of negotiations, it is very important to slightly"Press" on the buyer - bring it to the signing of the contract. To do this, simply ask a question such as: "sign the contract?" Or "are you ready to leave the deposit now?".
Armed with these simple techniques and developing skills of proactive communication, you can easily sell unsold.